Toyworld oct supplement 2015 by TOYWORLD MAGAZINE

October 2015

CREATING THE FUTURE OF PLAY

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elcome to the Mattel ToyWorld Supplement. Over the following pages we want to share with you some of the exciting news happening across Mattel and provide an overview of our brand and merchandise plans for 2016. I recently rejoined Mattel in Consumer Products, having previously worked on the toy side of the business in the UK Sales Team. The business feels very familiar, with the same iconic brands and the focus on delivering compelling products to consumers, but also with some notable changes. Mattel licensing no longer feels like a separate entity within the wider business and is now well and truly integrated with our core toy oﬀering, both in terms of top-down franchise planning and the collaboration between our licensing and brand activation teams. Dominic Geddes, our country VP and GM, will talk more about the integration and its beneﬁts for our partners later in the supplement. The other exciting change has been the acquisition of Hit Entertainment and the powerful brands that have joined the Mattel portfolio. During 2015 we celebrated the 70th anniversary of Thomas & Friends with a range of marketing and retail activities across the UK including the Thomas Tour Bus experience. The brand continues to perform for

licensees and retailers, seeing huge year on year growth in toy sales and further development of our licensing ranges, helping maintain Thomas as the number one pre-school property in the UK. In September we saw the exciting new refresh of the Bob the Builder series on Milkshake – more news to follow. Combined with our established Mattel core brands; Barbie, Monster High, Hotwheels and Fisher-Price, the Hit portfolio provides a diverse range of franchise solutions for our licensee and retail partners from birth, through to girls and boys of all ages. Throughout 2015 we have continued to build our UK Consumer Products team, while integrating our responsibilities across the Mattel and Hit brands. We have introduced a second retail development manager, Fiona Slinn, to focus on cross-category retail activation and also brought the UK publishing team within our local Consumer Products structure. We have welcomed Gemma Daniels who joined as associate category manager on Softlines and Clare Richardson, our new Retail and Marketing Coordinator. Finally, I would like to take this opportunity to say a big thank you to all our licensee and retail partners for your continued support. We really appreciate your eﬀorts and commitment – here’s to a successful 2016 and beyond. Best regards, Simon Price

CONTENTS Mattel Supplement | October 2015

05 06 10

Dominic Geddes interview Meet the team / News Thomas and Friends

14 21 24 26

29 30 33 34

Barbie Bob the Builder News Fireman Sam

Fisher-Price Monster High Hot Wheels Licensee directory

The Mattel supplement is published by Toy World magazine

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Two become one

VP & Country Manager, UK Dominic Geddes, explains the company’s decision to integrate the toy and consumer products teams.

have a really diverse range of products on display, not just the toy line but our CP ranges as well. Our goal is very much about selling our brand franchise rather than just our toys. This approach means that the retailer gets the best product mix and it also means a much broader choice for the consumer in store as well as a more integrated shopping experience. It really is a win-win for everyone.

Can you tell us how the toy and consumer products teams are working together at Mattel? When you have a business the size of ours with an extensive portfolio of brands, people often tend to work in silos and that can sometimes mean you’re not necessarily presenting the breadth of your portfolio and the opportunities to retailers and consumers. By bringing the consumer products and toy brand together, we can present ourselves in the optimal light, showing the depth of the product offering across both toy and consumer product ranges. A big focus for me and the rest of the team is to ensure that we’re fully integrated. We’re starting to operate much more as a single unit. What does the integration mean for your partners? The aim is for us to help our partners in facilitating a more integrated and focused approach. We will be inviting our customers to our Maidenhead showroom in November for our autumn/winter preview and we will

Do you have key people that are focused on the retail side now? Yes absolutely, we have two dedicated retail development managers for consumer products. The appointment of these key members of the team means that business becomes much more seamless and we naturally consider the brand and consumer products as one unified whole rather than considering the toy line separately to consumer products. It also means that we have direct lines of communication without road blocks. Have you got some examples of how effective your cross-category promotions have been? Thomas’ 70th anniversary is a really good example of this and was also a great learning experience for us. For such an iconic brand in such an iconic anniversary year, we were able to partner with our retailers to create space that allowed us to merchandise the consumer products and toys together meaning we could offer a really broad range of products to the consumer all in one area. We got fantastic sell through – the retailers, consumers and licensees are all very happy. How are Mattel’s brands performing at the moment? As most people are aware, we have seen

some changes in our US leadership and we are certainly seeing the “Richard Dickson effect”, who is back with us with very strong brand leadership. We have a great portfolio and we are pleased with our performance across the portfolio. Fisher-Price saw some challenges but it is back into growth. We have some powerful new brands since the acquisition of Hit and, in September, we saw the exciting, refreshed Bob the Builder series starting on Milkshake! and the early reads are great – it’s already proving to be extremely popular. The Hit portfolio is really doing fantastically. Fireman Sam and Thomas & Friends continue to go from strength to strength - it’s clear that the Hit brand is truly alive and well. As always, when you have such a diverse portfolio it’s rare that every single brand is performing at its optimum level but overall we’re extremely pleased with our current performance. Tell us more about Mattel’s new format for BLE, combining licensing and toys as one offering? We are looking forward to the Mattel EuRoMEA Toy Fair, which will take place just prior to BLE and gives us the opportunity to showcase our whole brands portfolio to retailers from around the region and the potential not only from toy range but from all the CP categories as well. It is important to be able to communicate one message to our retailers at one time. By bringing them into our own toy fair just before BLE begins we get the chance to really present the Mattel story and this allows them to then get into more detailed consumer products conversations at BLE. We’re making good use of our time and their time, as they are already in London for the show.

Meet the team - UK, Nordic & Benelux

Simon Price

Clare Brooks

Consumer Products Director

Consumer Products Coordinator

Jo Gunn

Victoria Whellans

Associate Category Manager Hardlines

Astrud Steehouder

Category Manager Sofltines

Andrew Fogaty

Retail Development Manager

Helen Genia

Retail and Marketing Co-ordinator

Gemma Daniels

Maribel Rivas Le Gelebart

Associate Category Manager Softlines

Fiona Slinn

Retail Development Manager

Publishing Coordinator

Thomas & FriendsTM travel accessories launch

Alligator Publishing will launch the first range of Thomas travel accessories. This is a new category for the Thomas & Friends brand which will see a range of products hit the UK market including a Little Engine on board sign, car seat organiser, seat belt covers and a reversible neck pillow which transforms into a Thomas plush. Product will be launched this autumn in Asda, Amazon, Toys R Us and Halfords.

Claire Richards

Category Manager Hardlines

Barbie Triumphs

We are very excited to share the news that Barbie was awarded Best Classic Licensed Property at the UK Licensing Awards! Barbie triumphed over some tough competition in the category from many popular classic brands. This award serves as a great reminder of the power and heritage of the Barbie brand. The Licensing Awards features hundreds of brands, but while many properties come and go over the years, few can claim the success and staying power of Barbie.

Senior Manager - Global Publishing

Olivia Baker

Consumer Products Intern

Meet the category managers Helen – Hardlines Category Manager

2016 is going to be an exciting year for me, with many new developments coming to fruition and others in the making. It is a great pleasure working with the best in class licensees across the industry spanning all the hardline categories and seeing the brands come to life across multiple platforms. I am especially excited about our new pocket money ranges across Barbie, Thomas and Fireman Sam as well as how Fireman Sam continues to be our First Hero. The re-launch of Bob the Builder is going to be another key focus for my area, as so many of the hardlines categories are intrinsic to the DNA of the brand, watch this space.

Jo – Hardlines Associate Category Manager

2015 has been an exciting year for me, with the launch of the Fisher-Price baby gear DTR with Argos and a new Thomas Nintendo game due to launch just before Christmas. 2016 is shaping up to be even better. There will be a focus on food, with lots of new product launches in the pipeline and some major new category initiatives for Thomas during the year. Food licensing is a challenging but exciting area to work on. We are fortunate to have our brands represented by best in class partners like Heinz, Yoplait and Kinnerton, which have worked with us for many years and continue to support the brands. I am also working with a number of new partners who are developing some fresh and innovative food products. 2016 will be another big year for Thomas. There will be new products launching in many key categories throughout the year. Can’t say too much more at this stage, but watch this space.

Victoria – Softlines Category Manager

As Category Manager for softlines, I oversee all areas of the softlines business for the UK working across the entire Mattel portfolio, with particular responsibility for apparel, accessories, footwear and infant in addition to our DTR apparel programmes. 2015 has played host to a number of successful partnerships across the Barbie adult fashion arena including collaborations with LA fashion brand Wildfox, high street retailers Zara and H&M, British footwear designer Sophia Webster and most recently with retro online retailer Truffle Shuffle. We are currently working on a number of exciting new brand collaborations which will roll-out in 2016 ensuring that Barbie continues to capture the attention of the fashion media and remains aspirational to girls and women of all ages. Another new focus for us in softlines is the infant category, which will be a key growth area in 2016 when we launch Thomas & Friends into the nursery sector. We will be introducing a new softer looking Thomas style guide perfect for the infant market, which will feature on a number of product categories including apparel, accessories, bedding and baby gifting, with the first range of products hitting stores next year.

Gemma – Softlines Associate Category Manager

Mattel has longstanding relationships with a wellestablished portfolio of key partners, utilising the strength of their brands to support the development and launch of new and exciting products. 2016 is no exception and is proving to be a really exciting time as I am a new member of the team so I am looking forward to applying my knowledge and experience to my categories: gifting, BTS, home, HBA, stationery and greetings, and to continue the development and growth of both new and existing partnerships.

A novel idea

HTI has signed a deal with a Mattel for a novelty range of products due to launch in spring/summer . lobal licensing director lison o nie o ers an insight into the products Can you tell us a little about the deal you’ve recently signed with Mattel – which properties will it cover? HTI has recently secured a two year deal with Mattel to manufacture and distribute novelty toy ranges across the UK and Eire for the classic Mattel brands Barbie, Fireman Sam and Thomas & Friends. Can you give us an idea of the number of SKUs and some of the main products you’ll be focusing on? The quantity of SKUs for each new range will match that of HTI’s existing extensive licence branded novelty ranges with SKUs that take the DNA of the brand to the heart of development. Novelty toys are a key product category for HTI in which we have tremendous design and manufacturing capabilities. HTI is delighted to be working with Mattel to have the opportunity to apply our knowledge and expertise to develop ranges with some of the biggest children’s licence brands. Which retail channels will you be targeting? HTI has a wide reaching customer base which will enable us to achieve maximum penetration of the UK market, from key national accounts, specialist

toy retail chains, grocers, mail order and internet accounts to key wholesalers and independents. What was it about these particular Mattel properties which appealed to you? These Mattel properties are fantastic heritage brands that are well established in the hearts and minds of generations of children, which provides both nostalgic appeal to mums and dads as well as continued appeal to the target audience of today’s children. Such classic properties have proven longevity and consistent high awareness amongst the target audience as well as robust marketing and entertainment plans by Mattel. They are a great addition to HTI’s portfolio of licensed novelty ranges. These Mattel brands are some of the hottest around so we know that kids want them, we know the products will sell and we know the prices are spot on – in our book, that’s a recipe for success.

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Be Yourself. Be Unique. Be a Monster.

FU C ALL-ONU H ER E! T

2015

was a BIG year for Thomas & FriendsTM as the No.1 blue engine celebrated his 70th birthday. In 2016 the brand will be building on this momentum continuing to show preschoolers the value of friendship, but also teamwork, participation and determination through the exciting theme of racing. This will be supported by a strong content release schedule plus a dynamic and exciting consumer brand campaign that amplifies all aspects of Thomas & Friends that today’s parents look for in a pre-school brand. Friendship remains at the heart of the brand campaign deepening engagement and relevance to pre-schoolers with the theme ‘When you race with Team Thomas, friendship always wins’. The programme will celebrate the innocence, humour and friendship through the wonder of real trains, movement, energy and powerful stories with values and friendship – because, as we know, Thomas is a boy’s first and very best friend. An extensive marketing campaign will bring together dynamic new content, a strong digital strategy, innovative new products and a true 360° franchise approach. The campaign will embrace the umbrella theme of racing, creating new experiences for pre-schoolers, encouraging them to become part of Team Thomas to join their favourite blue engine and his friends on exciting adventures. Thomas fans will be able to share fun with friends and learn the power of teamwork together. After all, trying is winning and taking part is what counts on Team Thomas. Parents will also recognise and love that each of Thomas’ friends brings something really useful to the team, reinforcing the positive value of friendship, teamwork, participation and determination. Working in partnership with key mums’ websites and through influential social media channels, mums will be encouraged to engage with the brand to generate an understanding of Team Thomas and engage in conversations around teamwork. New style guides are available to bring the Team Thomas theme to life, creating exciting opportunities for licensees.

Content is king Content continues to be king in 2016 and there is an impressive full year slate for Thomas. The year kicks off with Signals Crossed a story of Rumbling Rails! Thomas & Friends deliver mix-ups and mischief as signals get crossed on the Island of Sodor. Thomas digs Marion out of a deep hole, while Timothy helps Bill and Ben with coal trouble. Toby gets his signals confused at Knapford Junction, as Duncan blows steam dealing with a grumpy passenger. Thomas, Annie and Clarabel put on the brakes when a passenger causes confusion and delay. Join Thomas and his friends as they send out signals for fun and adventure. This will be followed in spring by the mini tentpole Start your Engines, featuring six new never seen before Thomas & Friends episodes. Autumn will see the release of the DVD feature-length special The Great Race, an exciting new adventure, where Thomas wants to go to the Great Railway Show,

but the big engines just laugh at him. They say he’s not big or strong or fast enough to compete with the best from around the world, but Thomas is determined to find a way. First he tries to get himself streamlined so he’ll be fast enough to race, but The Fat Controller thinks streamlining would better suit Gordon. Then Thomas tries to get himself repainted like a brightly decorated engine from India, called Ashima, but his plans all go wrong. It is only when Thomas learns that he can just be himself that he finds a way to compete. It looks like he might get to the show after all, until a devious plan of Diesel’s threatens his chances once again. The special will include an extensive range of tie-in products including toys, publishing and apparel. Series 20 will also launch on-air in 2016 introducing all-new characters.

All aboard for teamwork in 2016 There is no more magical moment than when a child sees the incredible power of this life sized, real train version of his best friend puffing steam down the tracks. Day Out with Thomas events attract nearly one million attendees to ride this life-sized Thomas the Tank Engine across the world. 2015 saw the introduction of Percy, making special appearances at selected events. The extensive programme in the UK covers 21 locations.

Thomas Land has a record breaking summer 2015 has been a record year for Thomas fans at Drayton Manor Park after the highly anticipated launch of the £2.5 million expansion to its Thomas Land attraction. The new and improved attraction has increased in size by 40% and is now 3,200 square metres bigger, allowing visitors to move around more freely with rider capacity surging by 23% to a whopping 5,130 people per hour. Thomas Land is also now home to a host of exciting new rides as well as the main attraction, Sodor Airport, which is set to be a soaring success. The airport complex includes balconies that offer jet-setters unrivalled views over Thomas Land and beyond and its very own Sodor Coffee Shop.

Thomas publishing Thomas & Friends publishing is having a fantastic 2015 to date. After a storming start to the year it is tracking 6% ahead of this time last year which is still a brilliant result in a very competitive market place. The Dinos and Discoveries issue was a great success, selling just under 50,000 copies.

Mattel supplement 10

Character World

Amscan

01908 288 500 | www.amscan.co.uk Amscan has an ensemble of Thomas & Friends party items, ranging from an extensive collection tableware, decorations, accessories and favours to a play a party game and Thomas card face masks. There is also a coordinating collection of 10 foil balloons in a variety of formats.

H&A

01904 529 400 | www.handa-uk.com H&A has worked with Thomas & Friends for four years. Retailers it has partnered with continue to show support for the brand, and the washing and bathing fixture this year sees the continued listings in Boots and Wilkinson with new listings in Asda and Tesco. It has a range of gifts ready for the Christmas period, including a Colour In Bath Tidy and Colour Change Bubbly Bath and has also launched two new products into grocers.

0845 004 9217 | www.characterworld.uk.com Character World’s latest range, Thomas Adventure, marks the 70th anniversary of the brand and there are a series of events and feature films planned to keep it front of mind. Thomas Adventure design features travel stamps to represent the journey Thomas & Friends has been on over the past 70 years. Products available include duvets, curtains, bean bags, ponchos and toddler beds. A new interactive story app, allowing children to talk to Thomas and other characters, will help keep the brand relevant for new generations.

Copywrite Designs

01908 618 811 | www.copywritedesigns.co.uk The new Thomas & Friends creative play by Copywrite Designs offers a 3D Colour Build Set, a Jumbo Activity Set and a Stamper and Stencil Activity Set. The company is confident that these products are guaranteed to please Thomas fans everywhere.

Worlds Apart KD UK

01727 827 194 | www.kdplanet.com/uk | www.kurioworld.com/uk All new for 2015 is My Push & Learn Thomas, the star product in the KD Thomas line-up. One side of the train helps to teach children about numbers and letters, whilst the other side helps to develop knowledge of shapes, colours and Thomas & Friends characters. In addition the Fun & Learn Tablet and Thomas & Friends Smartphone are also available to offer Thomas & Friends fans gadgets just like their parents.

MV Sports

01217 488 000 | www.mvsports.co.uk MV Sports’ Thomas & Friends range of bikes, ride-ons and scooters incorporates authentic Thomas features including painted 3D features, moulded wheels and colourful graphics. The new Sit ‘n’ Scoot is a product that can easily covert from a scooter to a ride-on with a simple, safe twist mechanism. The new Scoot’a’case is a practical ride-on and storage solution for kids on the go, and comprises of a convertible scooter, suitcase and pull along trolley.

0800 389 8591 | www.worldsapart.com Worlds Apart has held a Thomas & Friends licence across its portfolio for more than 15 years. This evergreen licence performs well within its children’s furniture brand HelloHome. HelloHome has a number of Thomas & Friends beds within its range. A selection of matching Thomas & Friends bedroom furniture and accessories are also available including a My First Readybed and the GoGlow nightlight and tilt torch.

Trade Mark Collections

01799 599 899 | www.trademarkcollections.com Thomas & Friends’ new range for 2016 will follow the theme of speed. Trade Mark Collections has extended its Thomas range this year with two new product styles in the series, an EVA shaped backpack and a My First Lil-Rucksack.

Thomas on tour Rachel Wakley, Head of Licensing at Tesco, offers an insight into the retailer’s plans for the Thomas & FriendsTM brand Thomas recently featured in Tesco’s special promotional Character Event – how successful was this initiative? Thomas performed well within our last Character Event – resonating with children, parents and gift givers alike. By offering our customers their favourite pre-school licences and range of products we were able to provide a strong proposition. The Best Friends Express Bus tour also came to key stores during the summer holidays which really bought the Thomas experience to Tesco customers. This received a great response from our customers and it was lovely to see so many happy children as they interacted with their favourite train.

What format did the events take and how was Thomas involved? The last event we ran was executed in stores as well as on our Tesco.com platform. In stores, we supported the brand with branded point of sale, enabling customers to easily identify the licence creating great visibility with an impactful display. Online support included a Thomas branded stamp and a whole host of favourite products including toys, books, DVDs, kids bedding and wheeled toys. We

have also worked with Mattel to deliver innovative displays, with a Thomas shaped cardboard pallet which customers loved. It’s lovely to see children having their photo taken with branded POS representing their favourite characters.

What factors persuaded you to choose Thomas to be part of the event? Thomas is an evergreen property which our customers love and continues to perform well for us. We also connected with our customers via a social media poll earlier in the year and they told us that Thomas was one of their most loved characters. As a result, we are bringing together products that customers want in the most innovative and impactful way.

What do you perceive as the core strengths of the Thomas brand?

d the tubtime expre aboar All s & Friends Christma ss! s gif oma ts h T TM

The Thomas brand has a number of strengths; its visual appeal; its quality of content and its strength of messaging. It is these core values, coupled with great product, which allows customers and consumers to take the Thomas brand home with them, and interact with the brand in the way they want, which helps make it a fantastic franchise. The brand is also constantly refreshed with new content, be that via digital, screen, print or hardlines and softlines, keeping the brand constantly alive.

What are the key Thomas product ranges that you’ll be focusing on in Q4? Thomas will appear within all relevant product ranges this festive period. We have a fantastic range of toys which are always popular through the Q4 trading period. But keep an eye out for apparel, kids bedding and birthday cakes – to name but a few.

We are in the midst of 2016 planning at the moment, so for visibility of our exact activity you’ll have to wait and see. There is no doubt that Thomas will feature within our primary ranges, and will undoubtedly be dialled up at relevant times throughout the year. There are some great plans coming together and 2016 looks like a very exciting time for Tesco and Thomas & Friends.

Mattel supplement 12

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arbie will celebrate girls’ imagination, empowering them to dream big and believe in their dreams. Barbie will re-claim the brand’s positioning and remind girls, mums and society that ‘Barbie is the only brand that allows girls to imagine themselves as anything from a mermaid to a movie star, a fairy to a fashionista and a princess to a president’. Barbie will lead the conversation, re ecting culture, being modern and aspirational. In 2016 Barbie will play with purpose and create a connection with mums by demonstrating and showcasing the benefits of open-ended play. Through captivating content and real life experiences, Barbie will engage and inspire girls of all ages along their journey of self-discovery, letting them know that ‘with Barbie you can be anything’. Barbie will have great new content, fashion updates and global brand acceleration. And get ready for girl power as Barbie takes on another disruptive entertainment theme, another great cross category opportunity for licensees. Building on the Be Super campaign, Barbie will take a bold approach in 2016. ‘With Barbie you can be anything’ talking directly to girls, it will inspire girls by unlocking their imaginations. The exciting new dynamic campaign demonstrates on the promise of ‘With Barbie you can be anything’ supported with a 360 marketing campaign across all the key brand segments. Barbie will kick off the year with an exciting new fantasy range to appeal to younger girls with ‘You can be imaginative’ followed by another bold and disruptive entertainment theme that continues to deliver a message of empowerment with ‘You can be a secret agent’. This will follow with exciting innovations in the fashion and family range with ‘You can be limitless’ and with even more exciting possibilities expanding the world of Barbie in the autumn The newest generation of girls know there’s nothing they can’t do, and they’ve never been told otherwise. They have the confidence to try new things, take risks, and stand out amongst their peers. Barbie supports this empowered thinking, and reinforces it with every doll, because when girls grow up in a world without limitations, they show us that anything really is possible. The Barbie franchise continues to build with exciting new partnerships and fresh new programmes that amplify the brand at major fashion retailers, plus exciting extensions from toy to stationery and creative play, sporting goods, health and beauty and consumer electronics all re ecting Barbie’s status as the world’s number one girls’ brand.

TOKIDOKI

In celebration of tokidoki’s 10-year anniversary, Simone Legno, the brand’s creative director and co-founder, designed two limited edition Barbie dolls. e ective of tokidoki’s larger-than-life style featuring eye popping designs and colourful characters, the tokidoki Barbie dolls rock a fun party look with sequin top, tokidoki pint skirt, stylish heels and jewellery. Additional accessories include tokidoki whimsical headbands, shopping bag, and her very own pink cactus pup pet. The limited edition tokidoki Barbie dolls are part of the Barbie Collector line that is designed for adult collectors. Sold exclusively at Harrods.

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LITTLE MIX PARTNERSHIP

Barbie is partnering with Little Mix on a new campaign; through the medium of music Barbie is encouraging girls to express themselves and Raise Your Voice. Girls will have the chance to enter a singing competition in conjunction with celebrating the launch of the Barbie in Rock ‘n Royals DVD and toy range. Wendy Hill, brand activation director, commented: “Barbie has always fuelled imagination, inspired creativity and encouraged self-expression and we are delighted to be working with Little Mix who are such an inspiration to girls in how they have found their voices through music.” The campaign is running in partnership with Nickelodeon from 5th September – 18th October and will include sponsorship, TV promotion and online banner advertising featuring Little Mix. The lucky winner will be selected by Little Mix and will get to meet the band at one of their concerts. The campaign will be supported with a fully integrated marketing campaign across TV, digital, social and retail including partnership with major mum and girls’ websites. Mattel has sustainably increased investment in the brand in the second half of the year which includes the Raise Your Voice Campaign plus an up weighted TV plan. Successful campaigns for this year have included the launch of Fashionistas dolls. This range represents girls’ inherent appreciation for variety expressed through authentic fashion and unique personal style, showcasing the borderless world that girls see around them every day.

TEZENIS

Barbie and Tezenis have launched a stylish new fashion collection for women and girls. This exciting partnership brings together two fashion powerhouses to create a collection that embraces the iconic style of Barbie in a fun fashion range for the Tezenis customer. The Barbie loves Tezenis capsule collection features the iconic Barbie logo, prints of the doll and fun catchy slogans all inspired by the world of Barbie. The leisurewear collection features t-shirts and jumpers as well as pyjamas and lingerie. To celebrate the partnership, Mattel has created a ‘one of a kind doll that wears the signature looks from the collection. The dolls will be featured in Tezenis agship stores as part of the visual merchandise with dedicated windows showcasing the new collection.

SOPHIA WEBSTER’S SHOE COLLABORATION FOR ADULTS AND CHILDREN

To celebrate Barbie wearing at shoes for the very the first time, with a new articulated ankle, Barbie has collaborated with UK footwear talent Sophia Webster on coordinating a collection of women’s and children’s shoes. Entitled Barbie by Sophia Webster, it is based on Sophia’s favourite styles reimagined exclusively for Barbie. Delighted at the prospect of wearing her very own Sophia Webster ats, Barbie still couldn’t resist a couple of heels. There will be six adult styles comprising two sneakers, one at sandal, and three heels, including Sophia Webster’s inimitable Chiara sandal with its signature butter yadorned stiletto heel, and three children’s versions, each derivative of their adult counterpart. Sophia Webster commented: “Creating a shoe collection for Barbie has always been my dream project, but getting to be a part of her embracing ats for the first time made it extra exciting, and deeply personal. I love that this concept strikes a balance between dreams and reality – the idea of getting Barbie in some hi-tops Image: Kali Uchis wearing Barbie by Sophia Webster and setting her loose in East London instantly appealed.” ‘Riko’ hi-top sneakers at L. Manze in Walthamstow Barbie by Sophia Webster launches in Selfridges London in both the womenswear designer shoe gallery and childrenswear Photo: Charlotte Rutherford department. Evelyn Mazzocco, senior vice president global brand general manger, Barbie, says of the collaboration Every on the go girl needs a great pair of ats – Barbie is no exception. Sophia has brilliantly captured Barbie’s spirit with an imaginative collaboration of ats and heels that allow girls of all ages to express themselves through Barbie and of course, great fashion.” This collaboration is a continuation of the Barbie ashionista campaign, which celebrates diversity and individual style with 23 new dolls, featuring 1 different facial sculpts, eight skin tones, 18 eye colours, 22 hair styles and 23 hair colours. No collaboration with Barbie is complete without a doll, and Sophia Webster has dressed a limited edition Barbie. Housed in a specially designed box, the Barbie by Sophia Webster doll wears a pair of ‘Riko’ hi-top glitter sneakers, behind which other miniature-sized style options are displayed.

Mattel supplement 16

AMSCAN

01908 288 500 | www.amscan.co.uk

New for 2015, Amscan has launched a Barbie Sparkle party range featuring 24 items including: tableware, decorations, accessories and favours. Four coordinating foil balloons, Orbz and SuperShape formats complete the collection. The design uses vibrant colours for a refreshed modern theme, with eyecatching geometric shapes for an overall chic party setting. In addition to the collection of partyware and balloons, Amscan also has a licensed Barbie range of fancy dress costumes. The 2015 Barbie Dress-Up range includes various Entertainment, Princess, and ballet options.

CHARACTER WORLD

0845 004 9217 | www.characterworld.uk.com Character World has worked with Mattel for 10 years and continues to see great success with the Barbie brand. As children collect the fashion dolls, they are also keen to collect other associated products including bedroom textiles. Character World will continue to refresh its Barbie designs to keep up with moving trends.

MARKWINS

HY-PRO

Markwins has worked as a licensed partner with Mattel for over ﬁve years. Markwins strives to produce makeup and cosmetic toys that encourage and develop girls’ imaginations. Markwins ensures its products are safe, with child friendly formulae including water based nail polish. Markwins’ Barbie collections embrace Barbie’s classic qualities as a fashion icon who inspires girls to express themselves and develop their imagination.

With the Barbie Flyte Case Scooter, children can jet oﬀ to the park, to school, sleepovers, day trips or on holiday with a case that can hold all their belongings. The scooter is ideal for children aged 4-8 who want to stand out from the crowd. This scooter features an easy to fold away footplate, transforming it into a pull-along case, making travelling easier and more fun. Marketing plans are in place for Q1 2016 and TV scheduled for 2016.

01256 374 010 | www.uk.markwinsbeauty.com

TRENDS UK

01295 768 078 | www.trendsuk.co.uk

The Barbie Deluxe Styling Head from Just Play comes with a selection of 17 hairdressing accessories. The full package includes a styling head, four extensions, play scissors, a nail polish bottle, a makeup applicator bowl and brush, a hair clip, three hair slides, four hair ties, a set of nail stickers and three sets of false nails.

TRADE MARK COLLECTIONS

01799 599 899 | www.trademarkcollections.com

Barbie’s 2016 range will look at a theme called Sweet Girl, with an additional line of products taking on the new Barbie Spy Squad theme. Argos will be running the Glam Girl Backpack and handbag during 2016.

COPYWRITE DESIGNS

01908 618 811 | www.copywritedesigns.co.uk Copywrite Designs has recently launched new Barbie stationery ranges with all new designs and product oﬀerings. The Barbie product range includes a Deluxe Stationery Set, a Secrets Book and a Novelty Pencil Case.

01582 670 100 | . inc yte.com

RETRO RETAILER TRUFFLE SHUFFLE ADDS TO BARBIE ROSTER

Claire Wood, buyer and co-founder at Truﬄe Shuﬄe, provides some insight into the company and its plans for the Barbie brand.

CAN YOU GIVE US A LITTLE BACKGROUND INFORMATION ON TRUFFLE SHUFFLE?

A longstanding love affair with all things 80s and a chance encounter with a Dukes of Hazzard t-shirt were responsible for the start of all things Truffle Shuffle. After bringing said t-shirt back from the US of A, our founder proudly wore it to the pub and, after getting tonnes of comments from his fellow revellers, came up with the idea for a site which was dedicated to all things retro. We decided to name ourselves after the famous dance from another 80s classic, The Goonies, and 10 years and many, many t-shirts (not to mention all the funky gifts, accessories and other retro bits and bobs we offer too) later, we’ve never looked back. As well as stocking products from premium licensed brands and manufacturers including Amplified, Chunk, Disney Couture, Eleven Paris and many more, we also hold a wide range of direct to retail licences on some of our, and our customers, favourite brands including everything from Sesame Street to My Little pony, Miffy to Coca-Cola, Mr Men to Labyrinth and after years of getting lots of customer requests for more Barbie products, we’re thrilled to be adding Barbie to our roster.

We’re hoping our fun and light hearted collection will evoke those similar feelings of childhood nostalgia among all our fellow Barbie Girls out there.

WHAT DO YOU PERCEIVE AS THE CORE STRENGTHS OF THE BARBIE BRAND?

As a nostalgia driven retailer, Barbie’s heritage is a huge strength for us. That and her cool factor – not only was she was the doll who could do it all but she always looked so fabulous doing it. The reaction to the Jeremy Scott and Wildfox collections just goes to show that she still holds a special place in the heart of lots of 80s and 90s kids.

WHO MAKES UP TRUFFLE SHUFFLE’S CORE CUSTOMER BASE?

Anyone and everyone with fond memories of their childhood but primarily men and women aged 18-35.

WHAT CAN YOU TELL US ABOUT YOUR PLANS FOR THE LAUNCH OF THE BARBIE APPAREL AND ACCESSORIES RANGE?

We’re launching with a range of 20 products including clothing, mugs and jewellery, all inspired by the classic Barbie dolls and merchandise we all remember from the 80s and 90s. Some designs we’ve kept super simple and let the classic imagery do the talking, others play on Barbie’s famous kitsch factor and some we’ve added slogans to, to give them a contemporary spin. As huge fans ourselves we had so much fun rummaging through the Mattel archives and reminiscing about which dolls and accessories we owned and which were on our wish list back in the day.

Mattel supplement 19

ob the BuilderTM is back in full swing following the September launch of an exciting all new CGIanimated series on Channel 5’s Milkshake!. The new show, now available to watch at 7.20am every weekday morning, brings the world of construction to life through exciting characters, new relatable locations and an aspirational hero. It maintains core values that were loved by fans including teamwork, positivity, empowerment and learning as well as many of the core characters. The new Bob remains the same character that audiences know and love, modelling his iconic chunky boots, yellow hard hat and checked shirt, but now wears a high-vis jacket instead of dungarees. With his trusty tool belt now jam-packed with all manner of handy kit, Bob is ready to go – no project is too big, no problem too hard to solve. Featuring a human-like appearance, classic characters include Bob himself, Bob’s business partner Wendy, Mr Bentley and popular talking vehicles; digger Scoop, digger/dumper Muck and mobile crane Lofty. New faces include Leo, Bob’s new apprentice, Mayor Maria Madison and new machines including heavy-lifting, low-loaded truck Two-Tonne and a tower crane named Tiny. While new tools and gadgets range from Bob’s standard tools like his hammer, chisel and screwdriver, to new power tools such as the drill, blowtorch and chainsaw. There are 30 new locations including the Spring City Zoo, Sports Stadium, Skyscraper, Milkshake Bar and Ice Rink. These combine to deliver an authentic and relatable world that pre-schoolers can identify with and aspire to. The voice cast has also been renewed in the show’s latest development with Lee Ingelby (Harry Potter) taking on the voice of Bob, Joanne Froggatt (Downton Abbey) the voice of Wendy, Blake Harrison

(Inbetweeners) the voice of Scoop and Jacob Scipio (CBeebies) the voice of new character Leo. As Bob and his friends learn about the world around them, key concepts of Science, Technology, Engineering, Art and Maths will be explored. From exploring different materials and lengths, to different consequences and limitations, Bob and his team demonstrate various ways to solve problems and encourage the audience to do the same. To celebrate the launch of the new series, an impactful PR stunt took place on London’s Southbank where an impressive 3D chalk drawing was created, driving awareness of the new-look Bob and encouraging kids to join in the fun and to help out with Bob’s latest construction site. An extensive marketing programme to drive brand awareness and tune-in has included a digital campaign seeding Bob the Builder video content plus a radio campaign playing

Mattel supplement 21

the iconic theme tune on Capital, Heart, Smooth, City, Magic and Absolute stations. Out of home advertising in shopping malls and Playhouses across the UK has also driven awareness, and September saw the launch of the ﬁrst ever Bob the Builder magazine by Egmont. Consumers can also ﬁnd out about exclusive content launches, meet new characters and become fully immersed in the world of Bob the Builder on the Facebook page and the website (www.bobthebuilder. com), plus a dedicated YouTube channel to watch more episodes of Bob and his team. 2016 will see the expansion of consumer products with the launch of a range of toys rolling out in autumn, creating a truly immersive construction experience for preschoolers as they interact with Bob’s world above and beyond the on-screen content. New content will follow in 2017 including two series of 52 x 11’ episodes of Bob the Builder, as well as 1 x 60’.

BOB BACK ON AIR AT MILKSHAKE! JESSICA SYMONS, HEAD OF CHILDREN’S AT MILKSHAKE!/ CHANNEL 5, OFFERS A GLIMPSE AT THE REVAMPED BOB THE BUILDER SERIES. TM

WHAT WAS IT ABOUT BOB THE BUILDER THAT MADE CHANNEL 5 INTERESTED IN AIRING THE RE-LAUNCH? We have a long and successful partnership with HiT Entertainment, having worked with them on Thomas & FriendsTM, Fireman Sam and Angelina Ballerina, so when they approached us with a new series of Bob the Builder, we were excited. Bob is an iconic pre-school personality and we knew our audience and their parents would enjoy this brand new, contemporary and dynamic series. WHAT CAN YOU TELL US ABOUT THE NEW BOB THE BUILDER PROGRAMME? The colourful CGI-animation really brings the world of construction to life. The series promotes teamwork, positivity, empowerment and learning. Bob and his friends learn about the world around them by solving problems relating to science, technology, engineering, maths and art. WHY DO YOU THINK THE TIME IS RIGHT FOR THE SHOW TO BE REVAMPED? Bob the Builder was a hugely popular programme for many years, and it’s been great to revive this much loved character and

update the series for a modern audience. The storylines are more dynamic, the locations more relatable and the vehicles more realistic. New Bob has more scale; there are 29 human characters, 10 vehicle characters, 30 new locations and 80 tools and gadgets. New Bob also preserves the core components that were loved by fans and, of course, Bob’s iconic helmet and checked shirt remain, as does the famous theme tune. WHAT DO YOU PERCEIVE ARE THE CORE STRENGTHS OF THE BOB THE BUILDER SERIES? Construction is at the heart of the series, which also happens to be a popular pastime for pre-schoolers. Bob is also the only construction themed programme amongst Milkshake’s stellar line-up, so it’s very different and allows us to showcase great characters, strong stories and engaging locations.

CAN YOU TELL US A BIT ABOUT YOUR PARTNERSHIP WITH HIT ENTERTAINMENT? Milkshake! has worked with HiT Entertainment for many years on a number of stand-out series, including Thomas & Friends, Fireman Sam and Angelina Ballerina, so we were delighted to work with them on this new Bob the Builder series. The show is a great addition to our schedule and perfectly complements our hugely popular portfolio of pre-school shows. WHEN WILL THE PROGRAMME BE AIRED? Bob the Builder is back in full swing following the September launch of an all new CGIanimated series on Channel 5’s Milkshake!. The new show, now available to watch at 7.20am every weekday morning, brings the world of construction to life through exciting characters, new relatable locations and an aspirational hero. It also maintains core values that were loved by fans including teamwork, positivity, empowerment and learning as well as many of the core characters.

Trends JustPlay Mattel supp ad Toy World:Layout 1 16/09/2015 15:56 Page 1

Girls can release their inner stylists and create the most fabulous looks with the Barbie Deluxe Styling Head. Brush, plait and tie Barbie’s luscious soft hair with a selection of 17 hairdressing accessories. Add the stylish pink hair extensions for a glamorous new look and ‘cut ’ them away with the play scissors when restyling next time.

Hair and eyelash extensions

and Earringsy r e jewell

Ghouls can showcase their killer style with the freaky-fab Draculaura styling head! Create and customise countless different looks with transfer tattoos, accessories and Head and eyewear hair play. When you’re done put Draculaura back in the jar and watch your new look glow! ©2015 Mattel. All Rights Reserved.

Expect so much more! To place an order please contact: +44 (0)1295 768078 salesadmin@trendsuk.co.uk For Media/PR enquiries, please contact: Ane Olesen: ane@wirepr.eu

Retail news

The licensing retail team at Mattel work closely with the Category Managers, Brand Activation teams, Core Sales teams and licensees to deliver cross-category promotional activity with key retail partners. Our main objective is to drive sales of our core brands through engaging in-store and online propositions that showcase the range of products available across each brand and create compelling brand statements.

Thomas & FriendsTM retail activity In line with the 70th anniversary celebrations, a number of Thomas & Friends promotions have taken place with many of Mattel’s retail partners. July saw the launch of The Adventure Begins; a movie about the origins of Thomas. This exciting new content was exclusive to Asda and was supported with cross category pallet displays in 254 stores that featured the DVD, homeware, apparel and toys as well as a tie in book also produced exclusively for Asda. The launch was supported by a strong marketing plan which included both TV and radio advertising campaigns; Asda Price News which went to eight million homes plus a Facebook competition which attracted 8,000 entries. Sainsbury’s celebrated Thomas & Friends with a cross-category statement featuring apparel on a Gondola End and two FSDUs featuring toys, books and DVDs. This activity was implemented in up to 170 stores during September and supported with an online takeover. Thomas & Friends was also a key part of the Tesco Character Events which took place at Easter then again in September. Featuring a crosscategory execution, Thomas & Friends was the No.1 performing brand during the Easter event, proving the popularity of this evergreen brand.

The Toy Store

A new flagship toy store opened in Oxford Street in September offering shoppers a fully immersive experience into some of the industry’s best loved brands. Both Thomas & Friends and Barbie have great ‘shop in shop’ areas, offering interactivity and brand engagement, showcasing a wide range of products across multiple categories. Shoppers visiting this new store can get their photo taken with Thomas, play a Thomas racing game or create their own fashion moment with Barbie.

Fireman Sam – Heroes of the Storm

To celebrate the release of the brand new Fireman Sam movie, Heroes of the Storm, Mattel teamed up with Hamleys to run premiere screenings across six of its stores. Sam arrived in style in a full size fire engine where he was greeted by his fans waiting on the red carpet. As well as an opportunity to be the first to see the new movie, Sam fans could also have their photo taken with their favourite hero and enter a competition to win a selection of Fireman Sam products. Heroes of the Storm is a 60 minute movie special which sees a hurricane hit PontyPandy leaving Sam and his team to save the day. The DVD was released on 21st September 2015.

Gift with purchase promotions

With the objective of driving sales across the total brand, a number of GWP promotions will run during Autumn/ Winter. A great example of this is taking place at Smyths where shoppers who spend £30 on Fireman Sam or £40 on Thomas & Friends, will receive a special edition 4 x DVD box set.

The Best Friends Express – Thomas & Friends on tour

Continuing the celebrations of the 70th anniversary, a fully branded double decker bus packed full of Thomas activities toured the UK during the summer. The Best Friends Express called on 25 stores and entertained over 15,000 fans across the country. Highlights on the bus included a two player racing game, interactive learning games, a photo opportunity with Thomas and a slide to exit the bus.

Fun & Learn Tablet

Thomas Ad HP 210x138 V2.indd 1

My Push & Learn Thomas

Thomas & Friends Smartphone

KD UK | 01727 827194 | www.kdplanet.com 15/09/2015 09:35

ireman Sam continues to save the day as he remains the fourth fastest growing licence in preschool toys and the No. 5 Character property in preschool toys. With exciting new content and an extensive licensing programme in 2015 and 2016, Fireman Sam remains the ultimate hero next door. The top five pre-school broadcast property has remained a popular heroic figure for kids for over 25 years. In 2015, Sam has embarked on action-packed adventures including the autumn release of the 60 minute DVD and feature-length special, Heroes of the Storm, where Sam and the team race against time undergoing daring and heroic new rescues to save the residents of Pontypandy from a dangerous storm. The new film introduces two new fire-fighters to Pontypandy’s finest including Ellie and Arnold, and a brand new vehicle, Hyrdus, which can travel across land and water. In addition to the film launch, 2015 also sees Sam’s Special Safety Month in October encouraging parents and kids to consider key messages of safety and associate them with Sam during key annual events including Halloween and Bonfire Night. Marketing support includes a shopping mall takeover with billboards and

animated digital screens in 24 high footfall shopping centres. Plus a radio campaign with Heart FM targeting over three million users, where Sam himself shares safety tips and advice with listeners on air. The campaign also includes a homepage takeover with video content, banners and competitions. A press office programme to drive further brand awareness includes safety tips press releases and video content, blogger reviews including soft lines and toys, interviews with Sam and a consultant firefighter, online parenting outreach, mum-focused competitions and Facebook amplification. 2016 will see the launch of Fireman Sam series 10 featuring an Animal Rescue theme including an animal rescue vehicle and a new vet vehicle to help at Lizzie’s vet clinic. Also key for next year is Pontypandy’s brand new fire station which is bigger and more up-to-date for today’s generation of tech-savvy kids so Captain Steele can make emergency calls using touch screen technology. Key broadcast partners for the new series include Milkshake and Cartoonito in the UK. In addition to the TV show, a new series of short form content will be distributed across multiple platforms to tap into key safety messages, positioning Fireman Sam as a safety ambassador.

Mattel supplement 26

FIREMAN SAM SAFETY MONTH CAMPAIGN Everyone’s favourite hero Fireman Sam leads a new safety campaign in the UK driving awareness of the importance of fire safety for children. Kicking off in early October, the Special Safety Month campaign will connect with millennial parents by offering information and expertise, communicate the values at the heart of the show and create conversation around safety in the run up to the clocks going back, and fire safety for Halloween and Bonfire Night. The extensive programme will include an eight day national radio campaign with Heart FM, featuring on air advertising from Fireman Sam himself reaching 1.4 million listeners and interactive online content driving over 350,000 impressions. National PR outreach will focus on securing interviews and features to drive mass awareness of the key campaign messages while targeted competitions will drive awareness of the Fireman Sam franchise. A strategic blogger programme focusing on key licensed products will create further conversation within influential communities as well as driving to retail. The campaign will also be supported by social media activity through Fireman Sam’s Facebook & Twitter pages. www.firemansam.com/en-us/index.html.

CHARACTER OPTIONS

0161 633 9800 | WWW.CHARACTER-ONLINE.COM Character Options’ Fireman Sam collection has seen a packaging makeover in line with the new TV series and the launch of the Ocean Rescue themed product. This summer also saw the addition of a collectible Die Cast Vehicles range, offering adventurous playtime opportunities for fans. Accompanying the vehicles is the Fire Rescue Centre Die Cast playset. This popular die cast range will be further extended in 2016 with additional playsets and vehicles.

AMSCAN

01908 288 500 | WWW.AMSCAN.CO.UK Amscan is bringing a new Fireman Sam ensemble to the licensed collection for 2015. The designs include an up to date Fireman Sam design in primary colours. There are party items within the range, plus foil balloons.

CHARACTER WORLD

0845 004 9217 | WWW.CHARACTERWORLD.UK.COM Character World is seeing high demand for bedroom textiles which feature popular toy ranges and Fireman Sam is one of its biggest success stories. Fireman Sam is currently being supported by a huge promotional push to make the character synonymous with ﬁre safety. Character orld has introduced a number of designs over the years, and the latest Fireman Sam Brave range is bright and eye-catching.

MV SPORTS

01217 488 000 | WWW.MVSPORTS.CO.UK MV Sports’ Fireman Sam range offers children the opportunity to get active with a collection of emergency rescue themed scooters, bikes and ride-ons. he agshi roduct in the range is a v battery powered Jupiter ride-on which has a or ing siren ashing lights and sounds from the show. The Light & Sound Rescue Tri-scooter will draw on Fireman Sam episodes, whilst the 2-in-1 training bike is a convertible bike that transforms from a pedal bike to a balance bike as the child builds conﬁdence.

TRADE MARK COLLECTIONS 01799 599 899 | WWW.TRADEMARKCOLLECTIONS.COM Fireman Sam is the main feature in the Trade Mark Collections licence portfolio. Its current bag range and new range in 2016 will follow the theme of Heroes of the Storm which is also the title of its September DVD release.

TALKS TER OPTIONS, AGER CHARAC AN M . ES NG TI NG KE AR ODUCT RA MARK HUNT, M REMAN SAM PR FI Y KE ’S NY MPA ABOUT THE CO THS OF THE CORE STRENG WHAT ARE THE BRAND? e FIREMAN SAM its target audienc huge appeal with s ha m Sa preof on Fireman ati cin fas largely due to the of boys aged 3 -5, m is the perfect eryday heroics. Sa ev th ys school boys wi rses pre-school bo brand that imme hero and the only ﬁre and rescue. into the orld of d is also a olution of the bran The continuous ev d themes an s on ati storylines, loc great asset; new new toys y for some exciting have paved the wa rebrand better an Sam’s recent and features. Firem ich is d this has been an ckaging refresh wh an all action hero, complete new pa positions him as a by ed low fol w style guide elf. supported by a ne s out greatly on sh new atching, and stand e-c ey line also follows the d toy an rn the t de clean, mo t Sam ick to ensure tha tha qu s ry on ve ati en loc be d s an ha the same vehicles Character Options all th wi y int pla po n is a key selling that children ca tail given to toys themes closely, so ts The attention to de s. rie se , and sound effec nt hts rre lig , cu rts is using on the ch as moving pa su ets y-s pla the tures of while the extra fea al. pe ap the add to AT YOU’LL BE UCT RANGES TH OD PR M SA AN KEY FIREM WHAT ARE THE for autumn/winter. Q4? IN ON NG the die cast range en be s FOCUSI ha 15 20 d a Fire Rescue h for Character for cast vehicles, an The big new launc free-wheeling die al ion dit s and collectors tra fan of m on Sa There is a collecti e-school Fireman pr for t uc od pr t is is a grea Centre playset. Th rs – especially be really big selle alike. also continue to ets ys pla d moving parts, d an an ds les un led with lights, so Our existing vehic tai de hly hig TV support is Playset, which ide heavyweight the Ocean Rescue continuing to prov be ll wi addition We in r. be he ll jet-ski launc d Steer. This wi such as a lift and lar Jupiter Drive an pu po ry ve the well as for this playset, as nge. for the Die Cast Ra C TV w ne d an br to a 16? MAN SAM IN 20 HAVE FOR FIRE U YO cast DO die S e AN ntr ES AND PL ean Rescue Ce WHAT LAUNCH range with an Oc st cue ca res n die ea the oc to y an addition d boat, ready for ee sp There will be new ne ptu Ne st mes with a die ca playset, which co adventure.

ALSO AVAILABLE!

NEW DIECAST RANGE

NOVELTY RANGE

FIRE RESCUE CENTRE

RESCUE SCISSORS

WALLABY ONE

HELMET WITH SOUND

VENUS NEPTUNE

*Source NPD 2014

JUPITER

UTILITY BELT WITH JACKET & ACCESSORIES

s the No. 1 infant and pre-school brand, FisherPrice continues to lead the way in early childhood development with its strong heritage and a powerful and different brand philosophy encouraging natural discovery and learning through play. FisherPrice awakens the wonder that comes from joyful play, helping parents succeed at the most important job in the world – nurturing their child’s development. 2016 sees the evolution of the brand campaign with a marketing initiative that puts real mums and dads at the heart of the brand. The all-encompassing campaign will include integrated partnerships with leading parenting websites, amplification of the established real mum ambassador programme, celebrity ambassadors and break frame digital and social media campaigns further building on parent to parent communication. The brand will also leverage the global excitement and relevance of key tentpole within the marketing and PR programme to create buzz and conversation amongst parents. Innovation and play value continue to lead the way in Fisher-Price product development with the expansion of the babygear and new-born ranges providing unique solutions for new parents, as well as additions to the Laugh & Learn range featuring Smart Stages technology. Smart Stages toys offer a never seen before, highly innovative, way for children to discover the world at their own pace, as the toy’s content adjusts to a child’s level of development. Smart Stages adds a unique proposition to Fisher-Price infant toys and will continue to develop as a key focus in 2016.

global pop singer, Shakira, exchanging views and reflecting on key insights from the global study. The study revealed that today’s mums worldwide unite on the importance of EQ in early childhood development and they universally believe in the importance of letting children be children. Mums recognise that IQ plus EQ are both crucial to the development of their child to unlock their full unique potential.

Leaders in early childhood development Fisher-Price recently conducted an international study exploring the subject of parental attitudes and approaches to early childhood development and the new mind-set of millennial mums today. The global Moms’ Hopes & Wishes Study was conducted across various socio economic groups, with more than 3,500 mums between the ages of 21-40 years old across seven countries, including China, Brazil, Mexico, Russia, France, the United Kingdom and the United States. The Moms’ Hopes & Wishes Study marks the largest prenatal research Fisher-Price has conducted to date. A global forum took place in New York City in September to announce the results of the study. It connected esteemed experts and advocates in a balanced discussion to promote a dialogue around early childhood development. The moderated panel of experts included Sara Harkness, professor and director of the Centre for the Study of Culture, Health and Human Development at the University of Connecticut, and mum, philanthropist and

Argos DTR Fisher-Price has also launched a new range of baby and infant travel products in partnership with Argos. Under a direct to retail agreement, the attractive new range offers consumers quality infant travel products, with the FisherPrice brand mark that parents know and trust. The range includes car seats, buggies, a baby carrier and a travel cot. With five car seats and a booster seat to choose from, the range offers on the go safety and comfort for babies, infants and children including body support cushions, multi-recline options and removable machine washable covers. The three types of buggies offer parents safety and quality at affordable prices. All buggies have a five point harness, steel chassis and are all suitable from birth. The wearable baby carrier has an extra head support and, for parents on the move, there is also an easy-fold travel cot with wheels and removable mattress. The full range can be seen within the newly launched autumn/winter Argos catalogue, with the range due to expand in spring/summer 2016.

Mattel supplement 29

Amscan

01908 288 500 | www.amscan.co.uk Amscan has two Fisher-Price themed ranges for baby showers and first birthdays. The baby shower ensemble features animals including a monkey, tiger and giraffe with pastel colours contrasted with a rustic brown to create a unisex theme. The range also includes gender specific items such as confetti packs, banners that can be personalised and napkins. The first birthday ensemble has a circus theme, again featuring animal characters and a vibrant design.

ty individuali ir e h t s s xpre on, girls to e s r e phenomen w o e p r m u e lt u h c Hig g as pop , Monster d standin ona fide li ls b o u s A o h . a g e d y n im te a lifet freak ide to da at last a y. h w School to t ld s r o ip w h s n propert nd ws e ie ie e r r v f g o r e m e r v id o e an lion v and f becomes n 140 mil h a ig h t H e r r e o t Mons with m hion doll, s a f K U the #3

2015

has seen the brand celebrate with its freaktacular brand campaign, We Are Monster High, inviting current and new fans to fly their flaws and show their ghoul spirit. The campaign was supported by strong marketing plans, engaging with girls, giving them ownership of the brand and asking them to celebrate their inner monster. This autumn also sees a new term for the ghouls of Monster High with the release of the entertainment title BooYork BooYork. In the first ever musical from Monster High, Boo York, Boo York, shows our favourite ghouls take a bite out of

the big city. When Cleo de Nile is invited to attend a fancy gala celebrating the return of a magical comet, she brings her beast friends along. But it’s not all fun, because Nefera de Nile, Cleo’s sister, uses the comet’s powers to plot against Catty Noir. Can the monsters unwrap the mystery of the comet in time to save their friends? The musical film release is also supported with a new range of characters and toy line including Luna Mothews, Elle Edee and Mouscedes King who are all set to show off their fierce fashions and out-of-this world accessories. To celebrate this musical extravaganza, girls have been given the chance to unleash their freaky talent in the Sing to Win Competition

Dionne Bromfield with a major partnership with POP and singing sensation Dionne Bromfield. Dionne signed to her godmother Amy Winehouse’s record label when she was only 13 years old and has since released two albums, and toured with both Bruno Mars and The Wanted. Dionne is now 19 and working on her new album with her latest single released in September. Dionne will be inviting girls to show their singing ability in the Sing to Win Competition. Girls simply have to send in their version of the movie’s title track; Shooting Stars to be in with the chance to have their song professionally recorded with Dionne helping along the way. The campaign will be amplified through a major partnership with POP TV with the competition and promotional spots running til the 18th October. The campaign will also be supported by an extensive marketing and retailer programme which will include a product TV campaign plus social media, mummy bloggers reviews and competitions in key girls press. 2016 will see the continuation of successful licensing partnerships expanding the brand’s presence throughout the retail sector with clothing, beauty, home furnishing, consumer electronics, stationery and creative play product ranges and sporting goods. Publishing also continues to be a major category for the brand with the Monster High magazine available every three weeks. Mattel continues its media partnerships with TV specials and builds on its Universal partnership with the release of more great entertainment.

H&M

Also part of the multi-category line-up of apparel partnerships the spooktacular girls franchise and fashion doll brand, Monster High, partnering with H&M for its second collection of apparel for girls. The freaky collaboration engaged new and existing brand fans with Monster High, while offering girls a range of fashionable clothing representing girls’ favourite ghouls inspired by the popular fashion dolls range from Mattel. A multi-platform marketing programme to support the range includes social media outreach across Monster High channels.

Mattel supplement 30

Hy Pro

01582 670 100 | www.zincflyte.com The Monter High Zinc Flyte Case Scooter’s footplate is easily folded away, transforming it into a pull-along case. Children can pack the case with all their belongings for trips, whether they’re going on holiday, to the park, to a sleepover or to school. Marketing plans are in place for Q4 2015 and TV scheduled for 2016.

Markwins

01256 374 010 | www.uk.markwinsbeauty.com Markwins has worked as a licensed partner with Mattel for over five years. Markwins produces makeup and cosmetic toys that encourage and develop girls’ imaginations. Markwins ensures its products are safe, with child friendly formulae including water based nail polish that adhere to the European cosmetic regulations and EN71 Toy directive. Markwins’ Monster High products of 2016 bring together style with the modern girl’s aspirations; a fusion of beauty and technology and offer the latest beauty accessories.

Character World

0845 004 9217 | www.characterworld.uk.com Character World has worked with Mattel for more than 10 years producing ranges for a host of Mattel’s top properties. Monster High dolls have been a huge hit since their debut in 2010, and associated products continue to do well at retail. The company’s autumn/winter 2015 Monster High Fear set is proving to be popular with fans.

Copywrite Designs

01908 618 811 | www.copywritedesigns.co.uk Copywrite Designs has recently launched new Monster High stationery ranges with all new designs and product offerings. The product selection includes a Project Book, a novelty eraser set and a 700 sticker set.

Amscan

01908 288 500 | www.amscan.co.uk

Amscan has a Monster High collection of partyware and balloons to create a fright ful party setting. The ensemble of 21 party items includes tableware, decorations, accessories and favours such as rubber bracelets and sticker strips for guests to take home. To comp lement the partyware, there are some foil balloons to continue the theme, including a Draculaura AirWalker which is 165cm high. Additionally, Amscan has recently launched a new range of foil balloons featuring Ever After High them ed designs.

Trends UK

01295 768 078 | www.trendsuk.co.uk

Rub0i7e0s707 | www.rubies.com

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Trends UK offers Just Play Monster High styling heads, available under licence from the leading Mattel girls’ brands in the UK. The Ghoul Anti-Styling model head comes with 30 accessories including tattoos, hair extensions and makeup. When the look is complete, it can be displayed under the laboratory style cover and admired at night time as it glows in the dark.

In 2016, Hot Wheels will empower children to Make It Epic by challenging them to push the limits and go bigger, faster, higher and cooler by creating thrilling new vehicle experiences, while recruiting new fans into the brand and oﬀering more exciting opportunities to play. Key brand initiatives for 2016 include a major collector programme to create excitement with kids around the diecast range and drive collectibility. ther initiatives include further brand ampliﬁcation through The Scout Association and boy and parent media partnerships, while YouTube will play a more prominent role to engage with today’s generation of kids. An exciting product range for spring/summer includes the innovative TV advertised Split Speeders Blade Raid Trackset and the connectable Track Builder Starter Set, as well as a new range of licensed Diecast Car Assortments. 2015 has been a stellar year for Hot Wheels, currently leading the market as the o. 1 ehicles Property and o. 1 S U in the ehicles Category. The brand has also been supported with an action-packed brand campaign to amplify both the product range and The Connectors, engaging kids to break records. Activity to support The Connectors follows the launch of the video series representing the four boys who each have their own racing personality and

thrive on adrenaline-fuelled adventures including Nic; Imagination, Danny; Speed, Tom; Design and Matt Action. The content is designed to excite and challenge kids to become track masters by designing, connecting and customising their own Hot Wheels track systems. To date, the videos have received an impressive .5 million impressions. The Connectors has also been brought to life through a year-long partnership with the Scout Association, the largest co-educational mixed youth and family movement in the U . This engages with over 300 Beavers and Cub groups across the U . The partnership encourages kids to push their limits through new Hot Wheels experiences, driving them to become track building experts with The Connectors while teaching valuable scientiﬁc skills through hands on learning. Still to come in 2015 is the ultimate Hot Wheels Epic ace experience at Westﬁeld Shopping Centre, London during ctober half-term to amplify The Connectors. ids will be set fun, adrenaline-fuelled, racing challenges to become experts in building, connecting and racing epic Hot Wheels track systems. The Epic ace experience will be supported with advertising, PR and blogger outreach including social media sharing.

Mondo

01706 751155 | www.mondoworldwide.com

Mondo has two divisions: Mondo Toys which drives sales predominantly in spring summer with Balls and n atables, and Mondo Motors which drives the majority of it’s sales in autumn winter. Hot Wheels is the major licence for the Mondo Motors division, and has a multitude of exciting new RC ranges. Mondo’s Drift Car comes with two sets of tyres to allow it to drive around corners like a racing car. t is currently stocked by major retailers and is reporting exceptional sales ﬁgures. Products will be accompanied by full merchandising units, and will be backed up by TV advertising throughout ctober, ovember and December 2015.

Additional marketing and PR to support Hot Wheels this autumn includes ampliﬁcation of The Connectors through a year-long partnership with leading boy’s magazine, Toxic. P also continues to drive to the popular U website featuring games, video content and activities, as well as the Hot Wheels social media channels including Facebook, Instagram, Twitter and ouTube.

Zara

Hot Wheels teamed up with Zara to launch a statement collection available worldwide. The collection is inspired by iconic Hot Wheels cars and retro graphics to communicate the personality of the brand, encouraging boys to push their limits and go full throttle. To engage with boys and advocates of the brand, the partnership was ampliﬁed through a multiplatform marketing programme including blogger and social media outreach.

Hy Pro

01582 670 100 | www.zincﬂyte.com

The Hot Wheels Flyte Case scooter comes with plenty of storage space for keeping essentials inside the case. t aims to set the racing trend and make travelling fun no matter where the destination. With an easy to fold away footplate, the Flyte case scooter can transform into a traditional pull-along case. Aimed at children aged 4-8 years, marketing plans are in place for Q4 2015 and TV scheduled for 201 .

Name

Category/s

Brands

Contact number

AD Global

Infant Toys

Fisher Price

+44 (0)1253 778888

Alligator Publishing

Travel Accessories

Thomas & Friends

+44 (0) 208 371 6622

Amscan

Partyware, Dress Up

Barbie, Monster High, Hot Wheels, Fisher Price, Fireman Sam, Thomas & Friends

+44 (0) 1908 288 500

Artists & Scientists

Toys, Gifting

Scrabble & Etch-a-Sketch

+44 (0) 1903885669

Autumn/Igloo Publishing

Books

Little People, Fisher Price

+44 (0) 1234 534266

Avanquest

Video Games

Fireman Sam, Thomas & Friends

+44 (0) 1480 464077

Aykroyds & TDP Licensing Ltd.

Apparel

Monster High, Fireman Sam, Thomas & Friends, Barney

+44 (0) 161 929 1122

Bachmann

Garden Scale Model Trains

Thomas & Friends

+44 (0) 1455 841756

Basic Fun

Toys

Fisher Price

+44 (0) 1903 885669

BCI

Apparel

Barbie, Monster High, Ever After High, Fireman Sam, Thomas & Friends

+44 (0) 115 9651230

Beacon Confectionery Ltd

Confectionery

Hot Wheels

+44 (0) 24 76 100 114

Blues Clothing

Apparel

Monster High, Thomas & Friends

+44 (0) 207 3719900

Bon Bon Buddies

Confectionery

Barbie

+44 (0) 1495 241628

Canal Toys

Arts & Crafts

Barbie, Monster High, Thomas, Fireman Sam

+44 (0) 1706 717800

Carlton Books

Augmented Reality Books

Thomas & Friends

+44 (0) 20 7612 0400

Casa Chicos

Apparel

Fisher Price

+44 (0) 1732 879472

Character Options

Toys, Plush, Role Play

Fireman Sam, Barney

+44 (0) 1616339808

Character World

Home Furnishings

Barbie, Monster High, Ever After High, Hot Wheels, Little People, Fireman Sam, Thomas & Friends

+44 (0) 845-004-9217

Clementoni

Puzzles

Barbie, Monster High

+39 071 7581 345

Colgate-Palmolive

HBA

Barbie

001-212-310-2681

Cooneen Textiles Ltd.

Apparel

Barbie, Fireman Sam

+44 (0) 1623 735123

Copperdot

Accessories

Scrabble

+44 (0) 1933 426 621

Copywrite Designs/International Greetings

Stationery

Barbie, Monnster High, Fireman Sam, Thomas

+44 (0) 1908 618811

Danilo Promotions

Greetings

Monster High, Fireman Sam

+44 (0) 1992 702903

Darsham Drinks

Soft Drinks

Thomas & Friends

+44 (0) 7710308160

Dr Fresh Inc (Grosvenor)

HBA

Monster High, Thomas & Friends

+44 (0) 1628 665 800

Vivid Imaginations

Games

Balderdash

+44 (0) 1483 446 270

East Coast Nursery

Infant Accessories

Fisher Price

+44 (0) 1692 403461

Egmont

Books/ Magazines

Barbie (Books/ Mags), Monster High (Mags), Ever After High (Mags), Fireman Sam (Books/ Mags), Thomas & Friends (Books/ Mags), Bob The Builder (Mags)

+44 (0) 207 761 3500

Fashion Angels

Accessories

Barbie, Monster High

+44 (0) 1253 778888

Fine Décor

Home Décor

Thomas & Friends

+44 (0) 1477 536 118

Finsbury Food Group

Celebration Cakes

Fireman Sam

+44 (0) 1698 285227

Fun To See

Home Décor

Fisher Price

+44 (0) 844 997 7949

GB Eye

Stationery

Monster High, Fireman Sam, Thomas & Friends

+44 (0) 114 292 0086

Gemma International

Greetings

Barbie, Thomas & Friends

+44 (0) 1264 388444

Greencore Cakes

Celebration Cakes

Thomas & Friends

+44 (0) 1482 371507

Greeper

Accessories

Thomas & Friends

+44 (0) 1242 279381

H&A Marketing

HBA

Thomas & Friends

+44 (0)1904 529400

Halligan Raby

Gifting

Thomas & Friends

+44 (0)121 453 1741

Harper Collins

Books

Scrabble

+44 (0) 2030144155

Heaven Made Foods

Desserts

Thomas & Friends

+44 (0) 1263 711222

Hinkler

Novelty Books

Thomas & Friends

+61 3 9552 1333

HJ Heinz

Pasta

Thomas & Friends, Bob The Builder

+44 (0) 1514 695 0351

Hornby

Model Train Sets

Thomas & Friends

+44 (0) 1843 233 500

HTI

Role Play, Novelty

Barbie, Thomas, Fireman Sam

+44 (0) 1253 775620

Hy-Pro

Bikes, Scooters

Barbie, Monster High, Hot Wheels

+44 (0) 1582 670100

Icon Live

Accessories

Barbie, Monster High, Scrabble

+44 (0) 1444 2400000

IGT

Novelty

Barbie, Hot Wheels

+378 (0549) 904286

IMC

Role Play

Barbie, Monster High

+44 (0) 1904 720906

Immediate Media (BBC Mags)

Compilation Magazines

Pingu and Mike

+44 (0) 20 7150 5000

Ingo Devices

Consumer Electronics

Barbie, Monster High

+44 (0) 3493 7195383

Intek

Consumer Electronics & Role Play

Barbie, Hot Wheels

+44 (0) 1706 717800

Jumbo Games

Games & Puzzles

Fisher Price, Fireman Sam

+44 (0) 1707 289 204

Just Play

Styling Heads, Role Play

Barbie, Monster High

+44 (0) 7973377978

Kennedy Publishing

Standalone and Compilation Magazines

Fireman Sam (Compilation), Barney (standalone), Angelina (standalone and Compilation), Rainbow Magic (Compilation)

+44 (0) 117 937 3003

KD Group (Inspiration Works)

Electronic Learning Aids

Fireman Sam, Thomas & Friends

+44 (0) 1582 455841

Mattel supplement 34

Name

Category/s

Brands

Contact number

Kerry Foods

Cake Mix

Barbie, Thomas & Friends, Fireman Sam

+44 (0) 1784 223354

Kinnerton Confectionery

Confectionery

Thomas & Friends

+44 (0) 207 284 9573

Klein

Role Play

Barbie

+49 (0) 6345 40835

Knitmania

Apparel

Barbie

+44 (0) 1162 539380

Kokomo

HBA

Monster High, Fireman Sam

+44 (0)1235828288

Leapfrog

Electronic Learning Aids

Barbie, Hot Wheels, Fireman Sam, Thomas

+44 (0) 1895 202840

Leomil

Footwear

Barbie, Monster High

+32 55 33 56 21

Leisure Trends

Games

Scrabble

+44 (0) 208 4406341

Lexibook

Consumer Electronics

Barbie

+44 (0)1622 631541

Little Brown (Hachette)

Books

Monster High, Ever After High

+44 (0) 207 911 8939

Little Orbit

Video Games

Barbie, Monster High

+44 (0) 20 8144 1517

Markwins

Role Play Make-Up

Barbie, Monster High, Ever After High

+44 (0) 1256 374010

Misirli

Hoisery

Fireman Sam

+44 (0) 1162645860

Mondo

emote Control, Balls

n atables Hot Wheels, Thomas & Friends

+44 (0) 1625 548 383

Moose Mountain

Foot-2-Floor Ride-Ons, Wagons, Activity Trays

Fisher Price, Thomas & Friends

+44 (0) 1344 638 900

MV Sports & Leisure

Wheeled Toys

Fireman Sam, Thomas & Friends

+44 (0) 121 748 8000

Orchard Books

Books

Rainbow Magic

+44 (0) 20 3122 6000

Panini

Sticker albums

Monster High

+44 (0)1892 500100

Paper Projects

Stationery

Barbie, Monster High, Fireman Sam, Thomas & Friends

+44 (0) 1279 710738

Parragon

Books

Monster High, Ever After High, Bob The Builder

+44 (0) 1225 478888

Paul Lamond Games

Games & Puzzles

Thomas & Friends, Rainbow Magic?

+44 (0) 207 254 0100

Pedigree Books Ltd

Books

Barbie

+44 (0) 1392 427799

Penguin

Books

Angelina Ballerina (Classic)

+44 (0) 1206 256161

Phidal Publishing

Books

Barbie, Hot Wheels, Fireman Sam, Thomas & Friends

+001 1776 7621064

Pheonix International (Publications International) Books

Fireman Sam, Thomas & Friends

+44 (0) 207 467 5060

Portmeirion Group UK Ltd

Home

Thomas & Friends

+44 (0) 1782 744 721

Ravensburger

Games & Puzzles

Ever After High, Thomas & Friends

+44 (0) 1869 363 833

Redan Publishing

Magazines

Fireman Sam, Mike the Knight

+44 (0) 1743 364433

Roy Lowe & Sons Ltd

Hoisery

Barbie, Monster High, Thomas & Friends

+44 (0)1623 441144

Rubies

Dress Up

Monster High, Ever After High, Fireman Sam

+44 (0) 1491 826500

Sakar

Consumer Electronics

Monster High, Thomas & Friends

+44 (0 )2476 518 500

Sambro

Infant Toys

Fisher Price

+44 (0) 845 873 9380

Severnside

Gifting

Thomas & Friends

+44 (0) 1594 845875

Signature Publishing

Compilation Magazines

Fireman Sam, Mike the Knight

+44 (0) 1483 779500

Smart Trike

Trikes

Fisher Price

+972 8 6893655

Smith & Brooks Ltd

Apparel

Barbie, Hot Wheels, Fireman Sam

+44 (0) 845 129 9216

Somerbond

Apparel

Barbie, Scrabble

+44 (0) 20 8438 2500

Spearmark

Lunchware

Thomas & Friends

+44 (0) 1480 222 302

Step 2

Home Furnishings

Thomas & Friends

+44 (0) 844 8800 740

Tarco

Novelty

Monster High

+44 (0) 1737 556526

Tigerprint Ltd (Hallmark)

Greetings

Fireman Sam, Thomas & Friends

+44 (0) 207 291 8142

Titan Publishing

Magazines

Hot Wheels

+44 (0) 20 7620 0200

Toy State

Lights & Sounds Cars

Hot Wheels

+1 (781) 349-1000

Trademark Collections Ltd

Bags and Accessories

Barbie, Monster High, Fireman Sam, Thomas & Friends

+44 (0) 1799 599971

Underground Toys

Novelty

Mike The Knight?

+44 (0) 207 801 6327

Universal Aids

Hearing Aids

Scrabble, Pingu, Fireman Sam, Thomas & Friends, Mike The Knight, Bob The Builder, Angelina Balerina, Barney & Rainbow Magic

+44 (0) 161 480 9228

Vista Stationery (Infocado)

Stationery

Scrabble

+44 (0) 1392 826 482

VMC Accessories Ltd.

Accessories

Barbie, Monster High, Fireman Sam, Thomas & Friends

+44 (0) 1538 392 501

Walltastic

Home DĂŠcor

Barbie, Fireman Sam, Thomas & Friends

+44 (0) 208 569 2001

West End Clothing

Apparel

Barbie

+44 (2) 07 436 1739

Whitehouse Leisure

Leisure Plush

Fireman Sam, Thomas & Friends, Barney

+44 (0) 1268 274284

Wild & Wolf

Gifting

Scrabble

+44 (0) 1225 789909

William Lamb

Footwear

Monster High, Fireman Sam, Thomas & Friends & Mike The Knight

+44 (0) 1924 820282

Winning Moves

Card Games

Barbie, Monster High, Hot Wheels, Thomas & Friends

+44 (0) 20 7298 9507

Worlds Apart

Home Furnishings

Monster High, Fireman Sam & Thomas & Friends

+44 (0) 208 876 4289

WW Group

Apparel

Thomas & Friends

+44 (0) 1132 905721

Yoplait

Yoghurt

Thomas & Friends

+44 (0) 1895 510048

Zak

Lunchware

Barbie & Fireman Sam

+44 (0) 208 756 7793

Zeon Ltd

Accessories

Thomas & Friends

+44 (0) 208 2081833

Extinguisher Scooter

My First 12” Bike

Jupiter Ride-On

3D Tilt ‘n’ Turn Scooter 3 in 1 Ride-On

My First 12” Bike

www.mvsports.com

0121 748 8000

Toy World 2015 - Thomas & F'Sam 2015.indd 1

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