Issue 102
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INSIDE…
TOY FAIR 2010 PREVIEW The definitive guide to this month’s big Olympia event
ANOTHER FINE MESSE Back again, bigger than ever. It’s Spielwarenmesse 2010…
WHO’S WHO IN BUYING? The people you need to know at all the important retailers
? THE YOUNG ONES Are you one of the toy trade’s up and coming new talents?
PLUS... FREE CHUGGINGTON SUPPLEMENT INSIDE
www.toynews-online.biz
February 2010
Contents
Ronnie Dungan Managing Editor Ronnie.Dungan@intentmedia.co.uk
Samantha Loveday Associate Editor Samantha.loveday@intentmedia.co.uk
REGULARS 6
News
12
Campaign of the month
14
GMTV stats
16
Exclusive NPD analysis
18
Hero product
217 Marketplace
Katie Roberts Deputy Editor Katie.Roberts@intentmedia.co.uk
Adrian Miles Advertising Manager Adrian.Miles@intentmedia.co.uk
Dan Bennett Design Dan.Bennett@intentmedia.co.uk
224 ToyTalk 226 Editorial planner
Jon Salisbury Contributor jon@wotkidzwant.com
FEATURES 23
Buyers guide
33
Young guns
68
Opinion piece: Recession
72
Supplier Focus: Mattel
76
Supplier Focus: Hasbro
79
Retail Award Nominees
82
Dragons Den
89
US Toy fair
93
Nuremberg preview
127 Toy Fair preview
Stuart Dinsey Publisher Stuart.Dinsey@intentmedia.co.uk
Editorial: 01992 535646 Advertising: 01992 535647
Intent Media is a member of the Periodical Publishers Associations
AUDITED CIRCULATION: Average Net Circulation: 6,011 July 1st 2008 to June 30th 2009. www.toynews-online.biz ■ ToyNews circulation is 17.3% higher than its closest competitor. ■ ToyNews requested or paid for circulation is 21.7% higher than its closest competitor. ■ ToyNews has 100% named circulation and 0% duplication.
COMMENT GO WEST
JUST A LITTLE reminder for those of you heading off to Toy Fair in a week or two. IT’S NOT AT EXCEL. It’s Olympia now. West London, innit. So do not needlessly brave the Docklands Light Railway or the Blackwall Tunnel or you will find yourself at an international corporate training seminar in partnership with James Caan from Dragons Den or a slot machine show. Both sound duller than Arsenal soup. Instead, head to Olympia where you should see a rejuvenated Toy Fair back at a much improved venue within easy reach of civilisation, food and drink. And you don’t have to give up any of your weekend either.
There’s a definite feeling that the toy trade will be back in 2010 after a reasonably quiet 2009. There is a definite feeling that the toy trade will be back in 2010 after a reasonably quiet 2009. Both of the big players, Mattel and Hasbro look confident and sound bullish and hopefully they can provide the market with some leadership and forward momentum. Consumers are spending again, there’s a World Cup to cash in on and every good reason to think that all is for the best in this best of all possible worlds. It’s all good. Enjoy your shows. Ronnie Dungan ronnie.dungan@intentmedia.co.uk
© 2010 Mattel, Inc. All Rights Reserved.
LICENSING 36
News
40
Feature
SHOW PREVIEWS
Licensing guide 2010 44
20th Century Fox/4Kids
46
Aardman/BBC Worldwide
48
Bulldog/Chapman/Chorion
49
Classic/CPLG/DCD Publishing
50
Disney/E1 Entertainment
SPIELWARENMESSE
52
FremantleMedia/Hit
54
Ignition/Kindle/Lazytown
55
Ludorum/Marvel
56
Mattel/Nickelodeon/Over The Moon
58
Performance Brands/PPC/Rainbow SpA
59
RDF Rights/Rocket Licensing
62
Start Licensing/Target Entertainment
65
Turner/Warner Bros
94 - 95
Floor plan & Exhibitors list
96 - 215
Show guide
TOY FAIR 128 - 129
Floor plan & Exhibitors list
131 - 214
Show guide
06
NEWS
Mattel storms back for 2010 Toy Story 3 leads stellar product line-up as firm eyes record-breaking year ● 2010 product plan based on six key lines by Ronnie Dungan MATTEL GOES into 2010 with perhaps its strongest ever line-up of products and properties dominated by six big-name ranges across all sectors. After a fairly quiet 2009, the firm will be basing its 2010 product plan around six key lines – Toy Story 3, WWE, Thomas and Friends, Barbie, Hot Wheels and Fisher-Price. It starts the year with a focus on its core brands with Barbie building on the success of 2009 based on its 50th anniversary celebrations. Hot Wheels will be boosted by a new CGI animated TV series with Cartoon network and Fisher-Price will celebrate its 80th anniversary with a new branding campaign. The entertainment portfolio kicks off with Thomas & Friends which is celebrating its 65th anniversary; the WWE range is a new signing and there are the two Disney films – The Princess & The Frog and Toy Story 3. Mattel director of marketing Erica Zubriski explained: “We are looking
forward to 2010. We realised that 2009 was going to be a year for consolidation and focused on getting our core brands in order so we are well-placed to make the most of the opportunities that our 2010 portfolio offers.
Toy Story 3 is set to be released in July...
We are looking forward to 2010 and are very proud of the range that we have. “We are very proud of the range that we have and are delighted that so many licensees recognise our strengths in being able to support their brands with innovative toy lines that deliver on brand promise.” Mattel: 01628 500000
New duo lead Vtech charge VTECH IS introducing two new cornerstone products to its electronic learning range including a new animated reading system and a portable learning line.
The new animated reading system brings to life reading for three to seven year-olds. The firm’s new animated reading system (likely to be called Story-o) is a flagship product. The interactive book brings to life reading for three to seven year-olds animating stories and characters in an easy-to-use format. There are three modes of play – watch FEBRUARY 2010
the story, read the story and reading games; children can focus on learning key words and definitions. The system introduces play and learning so that children can work through the reading curriculum. It includes parent-friendly features, such as reading records and a progress tracker where parents can help their children to interact and learn. The MobiGo Portable Learning System (four to seven years) is a handheld portable unit that delivers gaming with age appropriate curriculum learning. It features a touch sensitive screen encouraging children to tap, flick, drag and spin within the game play. Children can develop classic school skills whilst playing along with their favourite characters from film and TV. VTech: 01235 555545
The two new products will be cornerstones for the electronic learning range...
NEWS
www.toynews-online.biz
07
Yo-yos keep bouncing back, with another revival expected in 2010 Toy suppliers stock up with the latest products and innovations ahead of predicted playground craze for this year by Katie Roberts A NUMBER of manufacturers are readying yo-yo ranges for 2010 in what is set to be another strong year in the toy’s cycle. Re:creation is convinced the next yo-yo craze is about to happen. Paul Hayes, brands director, commented: "Yo-yos are always in demand due to the infinite variety of tricks possible and represent great value in a highly portable format. “Every few years this demand soars to a level where everyone wants one and collecting really kicks in. We know sales of yo-yos in the US have taken off recently and believe this is just about to happen here.” For this reason, the firm is launching the Pocket Pro range in 2010. The innovative range features high performance, affordable aluminium styles and novelty versions with real insects such as
Suppliers are backing product ranges with retail support and TV advertising...
scorpions and beetles encased within the design. Esdevium has recently signed as exclusive UK distributor of Yoyo Factory premier quality yo-yos in 2010. The firm will be showing a range at Toy Fair, with prices running from £2.99 to £14.99 - £19.99 and all the way up to £100. Wind Designs already supplies a wide range of yo-yo’s and is adding new models for this year from Yo2, Power Yo and Henry’s. Asobi is also launching Eco Yo-yos, made from sustainable hardwood and printed with six designs. The product comes in counter displays and retails for £5.99. MD Thierry Bourret commented: "We are very excited about this development, which is likely to build big business for us in the first half of 2010."
The Hut eyes toy move Online retailing giant turns gaze on toy market • Deal with Mattel already established by Ronnie Dungan ONLINE RETAILING specialist The Hut is looking to increase its presence in the toy market and is already working with Mattel and in discussions with a number of other major players. The firm offers a ‘white label’ ecommerce solution and works with Asda, WH Smith, Argos, Littlewoods, Lovefilm and Tesco in such a way. Mattel uses the firm for its direct online sales. In addition, it owns the Zavvi online business and has its own site www.thehut.com which sells entertainment products and has already started offering toys and games. It is currently the UK’s fifth largest online retailer. Discussions are ongoing with a number of major players in the toy
sector and the firms aims to make an impact in both fulfillment and through its own sales. Commercial director, Richard Chapple, told ToyNews: “We’ve had a very positive reaction from many people who are looking for growth in
the channel. There are definite opportunities for somebody looking to do a toy-specific site. “Toys are an area we have been getting into quietly, but there’s a lot more we can do yet.” The Hut: 07711 160698
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08
NEWS
Get Retro signs Merlin
New name for Halsall UK industry stalwart continues expansion and rebrands with new, more compact, moniker by Ronnie Dungan
GET RETRO has inked a deal with FremantleMedia Enterprises (FME) as UK toy figurine licensee for the hit BBC series, Merlin. The firm will produce a line of action toy figurines of the main characters, which will also include The Dragon and other magical creatures, as well as play-sets. Meanwhile, FME has also announced the commission of series three from BBC One, reflecting the success of the programme both in the UK and overseas. Starting with lead characters Merlin and Arthur, Get Retro aims to have the figurine prototypes ready for Toy Fair and the first products in retail to coincide with the launch of series three, which hits screens in autumn 2010. Already known in the collectables field, the deal moves Get Retro into the toy market and, in addition to the collectable figures, it will be producing Merlin branded stamp covers and sheets. David Ellender, global CEO of FME commented: “From the start we believed Merlin could be a truly great global franchise and that is coming to fruition. We’re working with the best broadcasters, producers and licensing partners on this brand and look forward to its ongoing success.” Fremantle holds exclusive international rights for distribution, licensing, and home entertainment (excluding the UK) and has invested in the programme alongside Shine TV, which produces the show, and BBC One. Get Retro: 0207 836 2341
HALSALL HAS undergone a major re-branding, changing its name to HTI – Halsall Toys International. Toy Fair will play host to the newlook firm’s UK launch, followed by a European unveiling and trade press campaign at Nuremberg. The rebranding campaign encompasses product packaging, advertising, all company documentation, websites as well as the UK, Hong Kong and Nuremberg offices and showrooms. John Hutt, HTI managing director, commented: “Our business was founded on satisfying the customer’s need for the right product at the right price. Our commitment to product development, and unrivalled design and brand management capabilities have enabled us to develop core competences in many key market categories. “As the UK’s number one manufacturer of dolls’ prams and
pushchairs, market leader of role-play toys and a leading supplier of everyday, wheeled and outdoor toys, we feel that the new name of HTI – Halsall Toys International – better reflects the firm’s strong position within the UK and international toy market and its reputation within the industry for its breadth of range.” Hutt also explained: “Strategically the company continues to expand its
international business and is proud to have been awarded an array of panEuropean, territory specific and worldwide licence deals for some of the biggest brands in the global toy industry. “As such, the new corporate name and identity affirms the company’s commitment to its international growth strategy”. HTI: 01253 775533
Asobi grabs Crafty range ASOBI HAS been appointed as the exclusive UK distributor for the Crafty Kids range. The agreement comes into effect immediately and the two companies will be sharing space at a number of forthcoming exhibitions including Toy Fair and Spring Fair. Crafty Kids has had success with the Make & Play puppet line, which now comprises 30 different puppet designs. Commenting on the agreement, Crafty Kids founder Sally Preisig, said: “The synergy between our companies is so
strong with our Crafty Kids product fitting in so well with the eco-friendly positioning of Asobi. This agreement enables me to continue to focus on the creativity while benefiting from the strength of Asobi’s business structure.” Asobi boss, Thierry Bourret, added: “We started 2009 with four brands and we are entering 2010 with ten and the addition of an established brand like Crafty Kids gives us the critical mass that would otherwise have taken three years to achieve.” Asobi: 01628 200077
NEWS
www.toynews-online.biz
09
Licensed lines boost Yaffe Fisher-Price leads extensive line of pre-school properties for new Yaffe range by Ronnie Dungan MARTIN YAFFE’S 2010 range includes additions to its Fisher-Price licensed Grow With Me line, new outdoor and role-play items and new master licence, Zigby. Following the launch of the FisherPrice Grow With Me outdoor play collection, two new wheeled lines are being presented for the first time at Nuremberg, broadening the range to trikes and bikes. The Grow With Me Trike has a cable steering system and removable/adjustable safety pole, allowing it to be modified to parents and children’s needs and the seat is also fully adjustable. There are also foldaway stirrups, which give extra support when children need it. The chunky tipping rear bucket is for storage and the lightweight adjustable canopy keeps children shaded from the sun. Born to Play’s PVC balls and soft play balls now boast a Waybuloo licence along with wheeled items
Pre-school licences Waybuloo and Fisher-Price form part of the Martin Yaffe offering.
including a trike, scooter and My First Bike which will be on show at Nuremberg for the first time, joined by a new entry level licensed furniture range and an impulse gift set of Wobble Balls. Skateboards, action play-sets, bikes and microphones are new to the LazyTown line-up. New Little Princess items include themed beanies,
including nurse, pirate and rainy day beanies, while Dress Me Up Little Princess also joins the 2010 plush range. The 12-inch plush characters can be accessorised with an array of different items. New and best-selling lines from evergreen licences Bob the Builder and Thomas and Friends are key features of this year’s range. UK-
manufactured roto-moulded items are being showcased at trade shows alongside sand and water play-sets and outdoor sports items. In the Night Garden furniture, which scooped the Best Licensed Home Décor accolade at the recent Licensing Awards, has been refreshed, with new entry-level items supplementing the product offering. New Thomas furniture is also available. Customised furniture is among the new ranges under the Thomas and Friends, In the Night Garden and Waybuloo licences. Wooden desk and stool sets, plastic table and chair sets and fabric storage solutions are launching as part of the line-up. First concepts of new master toy licence, Zigby, are being exclusively unveiled at Nuremberg. Plush toys, pocket money play-sets and adventure-based play items will form part of the launch, set to roll out in autumn/winter 2010. Martin Yaffe: 01706 717800
Circa unveils Time travel CIRCA CIRCA, the manufacturer of About Time, is launching a travel version of the history game and has boosted its sales and marketing department with a new appointment. About Time-Travel Edition will be launched at the beginning of the trade fair season. The new version contains all the elements of the original About Time, spiced up with iconic, nostalgic imagery in a pocketsized pack. The firm will also be launching the Basic Concepts range into the UK and Ireland. To cope with the increasing sales demand, Circa Circa has appointed Dave Norton as its new sales and
marketing manager to drive the UK business expansion. Norton has an extensive background in toys, games and gifts. He said: “In addition to our quality range of products from exciting European independent publishers such as King of Chicago and Classico, we are speaking to the Hong Kongbased games company Basic Concept. I have long admired their range and it is a perfect match”. The firm says it is interested in talking to other manufacturers and writer-inventors who are looking for distribution opportunities. Circa Circa: 07967 319482
HASBRO IS keeping product details under wraps until Toy Fair, but Beyblades will be back with a new range this year and will be backed by a new TV series. A 51-episode series called Beyblade: Metal Fusion is being co-produced by Nelvana and d-rights. Hasbro will be revealing more details of the range in the coming weeks. The line became one of the must-have boys collectable ranges on its first release in 2002.
10
NEWS
Tomy deal forces Upper Deck UK closure Trading card specialist closes UK operation as Tomy takes control of distribution, promises new sales growth AFTER THE appointment of Tomy Europe as its UK distributor, Upper Deck has closed its UK office. Tomy will be the exclusive distributor for all Upper Deck products in the UK and Eire from February 1st. Ranges currently available in the UK include Dinosaur King Trading Card Game, Huntik toys and trading cards, Disney Scrolly, World of Warcraft trading cards and miniatures, Spongi, Crazy Soundz and Yu-Gi-Oh 5D’s toys. Tomy will be showcasing the full range of Upper Deck products at Toy Fair and Nuremburg. Robert Mann, chief executive of Tomy Europe said: “We welcome the opportunity to represent Upper Deck in the UK/Eire. We believe Tomy can maximise the toy product potential and actively grow the distribution of the trading card game business through a commitment to live events and a UK-based warehousing and distribution system. The Upper Deck Following a hugely successful 2009, Hasbro has big plans for Monopoly in 2010 as it celebrates its 75th anniversary. This year the firm is introducing Monopoly Revolution and Monopoly U-Build. Monopoly Revolution is a modern twist on the game that revolutionises the shape of the game board and introduces sound effects. Monopoly U-Build leaves the construction of the game board to the players. Using hexagonal property spaces that snap together, players build a game track that creates a custom game board, which determines the length of the game. For the youngest game players, Monopoly Crazy Cash introduces Monopoly properties and game play with an unpredictable cash machine.
FEBRUARY 2010
product portfolio will complement Tomy’s expansion into the competitive boys sector.” “Here at Upper Deck when looking to continue to develop our business in the important UK/Eire market, Tomy were of course the natural choice as our partner in the region,” says Hedley Barnes, vicepresident of sales at Upper Deck International. “Our two companies share a complementary suite of products and this new and exciting arrangement will serve to build on the hard work that we have
undertaken to establish our brands in this territory. Adding our first rate selection of innovative toys and games to Tomy’s portfolio will ensure that our retailer network can continue to bring our highly successful brands to their consumers, our loyal fan base.” Erstwhile marketing manager Natalie Hilton will move to Upper Deck’s head office. Tomy: 0208 722 7300
Factory signs The Saturdays FACTORY ENTERTAINMENT has inked a new two-year licensing deal with Bravado for girl group, The Saturdays. The deal includes stickers, trading cards, photocards and tins. Mark Stracey from Bravado commented: “This is a really fun product for fans of The Saturdays and we are looking forward to working closely with Factory to launch this in early Spring 2010.
Factory CEO Darren Epstein added: “We hope to have product on shelves in time for spring and their forthcoming tour. We will be doing some national promotions, and some very cool retailer promotions and prizes courtesy of the girls. “We have added another great licence to our forthcoming programme of products in 2010 with the signing of The Saturdays.” Factory: 0208 236 9060
NEWS
www.toynews-online.biz
11
Bedlam becomes Crazee Thingz BEDLAM PUZZLES has been closed, as founder Danny Bamping concentrates his efforts on his new venture Crazee Thingz. The company stopped selling to trade late last year and has since sold the remaining stock online. Early last year Bedlam's MD, Danny Bamping, decided to change the brand of its hero product, the Bedlam cube, to the Crazee Cube. The product then became the flagship product of Crazee Thingz, which was founded three years ago. Bamping said: “We had great success in the early years with the Bedlam Cube, but we found that selling internationally and to a younger audience, the brand
Bedlam didn’t translate well as a lot of people don’t know what the word bedlam actually means. “We are now in the final stages of closing Bedlam Puzzles – and unlike many companies we are doing it in a solvent way to ensure the company closes down cleanly and does not leave any debts at all.” Crazee Thingz now has over 30 products in its range which are sold in more than 50 countries and to many national UK retailers. The firm is also on the verge of announcing a number of new licences and products, some of which will be launched at the London Toy Fair at Olympia. Crazee: 0845 230 2329
The Bedlam Cube is no more. Long live the Crazee Cube
FEBRUARY 2010
12
CAMPAIGN OF THE MONTH
Tomy Micro Pets-i Micro Pets originally launched in 2002, and quickly sold over one million products in the UK. Tomy’s latest addition to the brand, Micro Pets-i, is now here with a campaign the firm hopes will create the biggest toy hit of 2010... THE COLLECTIBLE Micro Pets-i range includes dogs, cats and bears, with nine to choose from. Micro Pets-i retail at £9.99 and are fitted with artificial intelligence sensors so they can be controlled by hand movements. Aimed at girls aged six to nine, the palm-sized pets, can move, talk and sing. Marketing Tomy is rolling out a fully integrated marketing campaign aimed at girls to convey the message that Micro Pets are back on the market. At the core of the campaign is the recently launched microsite, www.micropets-i.com, which gives girls an opportunity to see all of the pets and teaches them how to train the toys. The site also features a competition to win a special
edition Micro Pets-i, of which there are only 1,000 in circulation. In print, a consumer and trade press ad campaign has been created. This will include a covermount promotion with Girl Talk magazine in February, where readers will receive exclusive stickers to customise their pets. The stickers will also reveal hidden codes, offering girls another opportunity to be able to win one of the special edition pets. Advertising Micro Pets-i will also be taking over the TV with a campaign featuring 30-second and 20-second ads. The commercials will showcase the pets accompanied by a catchy theme tune. The campaign is set to achieve over 300 TVRs and will focus on half-term and the Easter holidays. PR A PR campaign will include competitions in key girls’ and parenting media, photo stories driving coverage in national press and a word-of-mouth promotion ensuring Micro Pets-i gets into the hands of key celebrities, providing further opportunities for print and broadcast.
Tomy is rolling out a marketing campaign aimed at girls to convey the message that Micro Pets are back
heavyweight multimedia campaign! k c o ’R
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Paper Jamz are super cool, super thin, super lightweight guitars that will make an instant rock star out of every 8-11 year old boy this year! With the latest touch-sensitive technology, all 4 funky designs are pitch perfect for strumming along or playing rhythm to 3 built-in rock or pop hits – or for radical freestyle play! The Paper Jamz phenomenon launches in May with a mammoth, hard-hitting, multi creative kids marketing campaign running right through to December: TV, online, sponsorship, promotions, demonstrations – the impact and results are going to be huge! Watch out for the ultra thin, play-anywhere drums too - launching in August 2010!
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For more information: WowWee / Sablon UK Ltd, Unit 3, Suite 3 Upton Lodge Buildings, Astrop Road, Middleton Cheney, Oxford, OX17 2PJ Tel: + 44 (0)1295 711 588 Fax: + 44 (0)1295 211 430 www.wowwee.com
d51
14
AIRTIME STATISTICS
The ratings game The top-performing children’s TV shows on terrestrial and multi-channel....
SHOWS ACROSS ALL TIMES NOV 16TH – DEC 17TH ‘09 1
SHOWS ACROSS ALL TIMES FULL YEAR ‘09
TIME
TITLE/DESCRIPTION
CHANNEL
OOOs
%
AIRINGS
16:35
THE SARAH JANE ADVENTURES
BBC1
235
13.5
9
1
TIME
TITLE/DESCRIPTION
CHANNEL
OOOs
% AIRINGS
16:35
THE SARAH JANE ADVENTURES
BBC1
315
18
19
2 9:10
SPONGEBOB SQUAREPANTS
GMTV
179
13.7
16
2 8:50
POWER RANGERS JUNGLE FURY
GMTV
166
13
64
3
16:35
BLUE PETER
BBC1
164
9.5
10
3
9:09
SPONGEBOB SQUAREPANTS
GMTV
161
15
136
4
16:35
SCHOOL OF SILENCE
BBC1
152
8.9
4
4
16:35
THE LEGEND OF DICK AND DOM
BBC1
160
10
13
5
16:19
SHAUN THE SHEEP
BBC1
148
9.6
38
5
8:03
BACK TO THE BARNYARD
GMTV
157
18
20
6
8:12
BATMAN: THE BRAVE AND THE BOLD
GMTV
146
12.8
2
6
16:35
HORRIBLE HISTORIES
BBC1
156
12
11
7
17:00
MY WISH
BBC1
143
7.8
9
7
16:35
LITTLE HOWARD'S BIG QUESTION
BBC1
152
10
13
8
8:11
BEN 10
GMTV
140
13.5
4
8
16:36
BLUE PETER
BBC1
149
10
71
9
15:51
OOGLIES!
BBC1
140
13.4
2
9
8:50
BEN 10
GMTV
148
14
70
THE RAVEN
BBC1
139
9.1
2
10 16:36
HALF MOON INVESTIGATIONS
BBC1
148
9
13
10 16:07
COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) YTD DEC ‘09
COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) NOV 16TH – DEC 17TH ‘09 TIME
TITLE/DESCRIPTION
CHANNEL
OOOs
% AIRINGS
1
15:58
HORRID HENRY
CITV
106
7.6
2
17:04
MY PARENTS ARE ALIENS
CITV
97
5.1
12
3
16:47
EMU
CITV
91
5.4
40
4
10:04
MERRY CHRISTMAS DRAKE AND JOSH NICKELODEON 86
5.2
2
5
16:32
WOLVES WITCHES AND GIANTS
CITV
85
5.2
6
17:31
THE WORST WITCH
CITV
83
7
16:48
BEST FRIENDS
CITV
79
8
9:59
ICARLY: IDATE A BAD BOY
NICKELODEON 69
9
13:04
FINGERTIPS
CITV
68
EVEN STEVENS
CITV
67
3.5
10 17:04
SOURCE: INFOSYS/BARB
FEBRUARY 2010
TIME
TITLE/DESCRIPTION
CHANNEL
OOOs
%
16:15
HORRID HENRY
CITV
102
8.3
2 16:28
FOUR EYES!
CITV
89
6.6
118
3
16:31
GRIZZLY TALES FOR GRUESOME KIDS CITV
86
6.2
166
4
16:32
WOLVES WITCHES AND GIANTS
CITV
86
5.1
5
4
5
16:48
BEST FRIENDS
CITV
79
4.3
4
3.9
24
6
10:34
A GRIZZLY NEW YEAR'S TALE
CITV
76
6.3
1
4.3
4
7
9:25
TMNT FAST FORWARD
CITV
75
5.9
74
3.4
11
8
16:47
EMU
CITV
74
4.8
124
5.1
4
9
16:29
MY GOLDFISH IS EVIL
CITV
73
5.7
114
8
10 8:09
TOM AND JERRY TALES
CITV/GMTV2 70
7.6
87
238
1
NOTE: THESE CHARTS ARE BASED ON AVERAGE PERFORMANCE
AIRINGS
1353
% = PERCENTAGE OF WATCHING KIDS’ AUDIENCE
16
NPD RESEARCH
Retail Sales Trends
Properties
Strong finish as toys grab the headlines AS THE final weeks of 2009 drew to a close, the toy market continued to enjoy high sales compared to the rest of year, driven by the traditional Christmas peak season. Prices have continued to rise, with the average selling price for toys increasing from £8.22 in November 2008 to £8.89 for November 2009. The largest supercategory in the market, accounting for 22 per cent of all value spent on toys year-todate, was infant and pre-school, which had a strong performance from a number of infant properties. Vtech Baby was the top property for November, up four per cent, driven by continual high sales of the Vtech First Steps Baby Walker. The Fisher-Price Laugh & Learn range also saw strong growth, with the Laugh and Learn Say Please Tea Set one of the best performing new items in infants. Another line with strong sales was LeapFrog’s Scout range, with the My Puppy Pal Scout and Violet in the top ten best selling infant items for November. Lego City broke into the top five properties for November, with a number of new items driving growth especially City Helicopter transport, Police Station and the new Lego City Advent Calendar. The top selling items for the month saw some girls items appearing, with Flair’s Sylvanian Families Caravan and Car and Zapf’s Baby Annabell in the top ten for the month.
Sales (value, year to date) 1,135,238,000
2008
2009
Source: NPD
FEBRUARY 2010
November 2009 1. STAR WARS 2. BEN 10 3. PEPPA PIG 4. TRANSFORMERS 5. LEGO CITY
Best property progression November 2009 Another boost to the toy industry was James May’s Toy Stories, which helped drive the brands featured in
the toy market some positive publicity especially the traditional properties and has helped
-10%
Monopoly (Hasbro) As it readied itself to celebrate its 75th anniversary this year, Monopoly was still proving a favourite with consumers as it flew up the charts…
Another boost to the toy industry was James May’s Toy Stories, which helped drive the brands featured in the series. Overall, the programme helped give the toy market some positive publicity, especially for traditional toys. the series. Following the Plasticine garden episode, Plasticine sales rose 23 per cent in November compared to November 2008. Scalextric properties Analog Superslot and Micro both moved up the property ranking at least 20 places for November as well. The focus added to Meccano’s already strong growth throughout 2009. Overall the programme helped give
consumers to tap into a nostalgic air for old favourites. The shadow of the Woolworths closure will disappear in 2010, leaving a more optimistic market place as well as further opportunity. With consumer confidence beginning to rise, the New Year should be a golden opportunity for toys to demonstrate their versatility in tough times.
Average price
UK toy sales 1,257,060,000
Top Five properties
Nov 08: £8.22
Nov 09: £8.89
Best item progression November 2009
Guess Who? Extra (Hasbro) The latest extension of another Hasbro classic, Guess Who? Extra was also selling well in the run up to Christmas…
NPD RESEARCH
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Retail Sales Trends UK NOVEMBER 2009 (£ SALES - VALUE)
UK NOVEMBER 2009 (UNIT SALES - VOLUME)
1
KIDIZOOM CAMERA
2
BEN 10 ALIEN FORCE KEVINS CRUISER
3
FIRST STEPS BABYWALKER
4
BOP IT
5
MONOPOLY CITY
6
SYLVANIAN FAMILIES THE CARAVAN AND FAMILY CAR
7
BABY ANNABELL 2009 WHITE
8
GO GO HAMSTERS PACK ASSORTMENT
9
MY LAPTOP
10
FISHER-PRICE MUSIC & MOTION CHOO CHOO
VTECH
1
MATCH ATTAX CARDS
BANDAI
2
HOT WHEELS BASIC CAR ASSORTMENT
VTECH
3
BEN 10 ALIEN FORCE 10CM FIGURES
BANDAI
HASBRO
4
PLAY DOH SINGLE TUB ASSORTMENT
HASBRO
HASBRO
5
TRANSFORMERS MOVIE LEGENDS ASSORTMENT
HASBRO
FLAIR
6
MATCHBOX 1:75 MINATURES ASSORTMENT
KIDIZOOM CAMERA
2
BEN 10 ALIEN FORCE 10CM FIGURES
3
FIRST STEPS BABYWALKER
4
BAKUGAN STARTER PACK
5
HOT WHEELS BASIC CAR ASSORTMENT
6
STAR WARS CLONE WALKER
7 8 9 10
MATTEL
ZAPF
7
LITTLEST PET SHOP GET THE PETS
CHARACTER
8
GO GO HAMSTER PACKS ASSORTMENT
CHARACTER
VTECH
9
GOGO’S CRAZY BONES SERIES 4
MAGIC BOX
MATTEL
10
BOP IT
UK YEAR TO DATE (£ SALES - VALUE) 1
TOPPS MATTEL
HASBRO
HASBRO
UK YEAR TO DATE (UNIT SALES - VOLUME) VTECH
1
HOT WHEELS BASIC CAR ASSORTMENT
MATTEL
BANDAI
2
CARS VEHICLE ASSORTMENT
MATTEL BANDAI
VTECH
3
BEN 10 ALIEN FORCE 10CM FIGURES
SPIN MASTER
4
MATCH ATTAX CARDS
MATTEL
5
GOGO’S III EXPLORER PACK
LEGO
6
BAKUGAN BOOSTER PACK
SMART TRIKE PLUS GIRLS
MOOKIE
7
POWER RANGERS JUNGLE FURY FIGURES
BEN 10 ULTIMATE OMNITRIX
BANDAI
8
GOGO CB EVOLUTION BOOSTER
BEN 10 ALIEN FORCE 15CM DNA FIGURES
BANDAI
9
LITTLEST PET SHOP GET THE PETS
HASBRO
CARS VEHICLE ASSORTMENT
MATTEL
10
PLAY DOH SINGLE TUB ASSORTMENT
HASBRO
TOPPS MAGIC BOX SPIN MASTER BANDAI MAGIC BOX
NOTES: All participating NPD retail data suppliers provide weekly data via EPOS systems. NPD figures are not projected to represent non-participating retailers but provide 100 per cent of the sales from participating stores. EPoS sample includes the following retailers: Amazon, Argos, Asda, Boots, ELC, Firebox, Freemans, Grattan, Hamleys, HMV, Halfords Littlewoods, Mailorderexpress, Modelzone, Mothercare, M&S, Sainsbury’s, Shop Direct, Tesco, Toymaster, The Entertainer and WHSmith. The approximate coverage is of 60%
NPD Eurotoys is the Number 1 information provider for Market Research to the Toy Industry in Europe Contact: NPD Eurotoys UK, Rosemount House, Rosemount Avenue West Byfleet, Surrey, KT14 6LB. _ 01 932 355 580
18
HERO PRODUCT
WowWee Paper Jamz Technology specialist WowWee is launching a unique range of paper-thin guitars and drums with touch-sensitive technology, backed with an extensive multi-media marketing campaign including 1,500 TVRs… PAPER JAMZ is a range of guitars and drums featuring unique technology that makes playing music easy to pick up and play, totally portable and affordable. Launching in May, Paper Jamz Guitars look just like the real thing, but are light and thin with no strings. Innovative technology enables kids to strum pop tunes and rock anthems by touch alone. To play, kids run their fingers over the printed strings, frets and neck of the guitar in order to become a note perfect rock star. There are three cool modes to play – Perfect Play, where kids simply strum to play a perfect tune; Rhythm Play, where they need skill to strum in time with one of the three preprogrammed tunes and Freestyle Play, where they can play their own tunes. Children can even employ the mute bar and neck slide for different tones. Four Paper Jamz Guitar designs will be available at time of launch with a guide retail price of £24.99. Each will be decorated with highly detailed graphics and feature three different licensed songs. The range will be further boosted with the introduction of Paper Jamz Drums in August. Utilising the same innovative, touch sensitive technology, the Paper Jamz Drums will be just a few centimetres in depth, feature colourful graphics and will make drumming anywhere easy. A Paper Jamz Amp will also be available in August 2010.
Aimed primarily at eight to 11 year-old boys, Paper Jamz can be played anywhere, in the house, out and about or taken to a mate’s home for a jamming session. The sound is so good, kids will feel and sound like real rock stars. Paper Jamz comes with an adult friendly unique volume control. Kids can also plug in headphones to entertain themselves without disturbing others, or use the Paper Jamz amp. Marketing The range will be supported by a multi-channel marketing campaign at launch, which will include TV, online, sponsorship and promotions delivering over 1,500 TVRs and over six million online impressions from May to December 2010. The driven Paper Jamz media strategy will kick off at Easter with an extensive seeding campaign which will place Paper Jamz Guitars into the hands of 500 kids, building word-of-mouth and anticipation by the end of May. A kids campaign utilising maximum creative options and capitalising tactically on the World Cup audience will be implemented at launch. The campaign will continue with a further push in August to coincide with launch of the Paper Jamz Drums and Amp. Coverage will be broad, targeting the core audience and beyond, to maximise awareness, build credibility and drive call to action. The range will also be supported with a microsite with interactive content. A comprehensive linking programme across gaming and social networking sites will drive traffic to the site and spread the word.
A demonstration programme enabling kids to look like rock stars with Paper Jamz will bring the brand to life in high traffic venues including theme parks, shopping centres and retail opportunities. “We know from research that most boys of this age either want to play the drums or the electric guitar. And now they can – in the easiest, quickest and coolest way. “We are confident that this phenomenal brand, combined with the highly effective marketing campaign, will really rock for us all next year,” says WowWee sales director Graham Spark.
Innovative technology enables kids to strum pop tunes and rock anthems by touch alone…
CONTACT DETAILS: Phone: 01295 711 588
FEBRUARY 2010
EXCITING GROWTH. FOR US AND FOR YOU. Brand Manager £excellent + benefits
•
Bourne End, Berkshire
They're more than brands. They're the ‘must have' toys that children across the country want to get their hands on. Brands like Moon Sand and Bakugan are just two names from a rapidly expanding portfolio of innovative toys. Now's your chance to grasp their massive potential - and make this high-profile new role your own. This is an exciting opportunity to build your career with an outstanding business. Part of a Canadian-based multinational organisation, Spin Master is one of the fastest growing toy manufacturers in the UK. With progressive expansion plans in place, there's never been a better time to join us. The role itself will see you drive through globally led marketing plans within the UK: creating local strategies, delivering effective promotional support, optimising media spend and working closely with the sales team to ensure maximum customer distribution. You could already be a Brand Manager, or perhaps you're looking for your next career step. Either way, you should be a strong team player who's ready for real autonomy and responsibility. While your experience could be in toys, licensing, consumer goods, FMCG or a similar area, what matters is that you're ambitious and entrepreneurial with a results driven approach.
Call our retained consultant Mark Akehurst at Pursuit NHA on 0118 940 5112 for an informal chat. Alternatively email your CV to 165@pursuitnha.com
Fisher Price Danjam Toys MV Sports & Leisure
Fisher Price
Penguin
Books, DVDs, Toys, Games and Puzzles out now! FOR GLOBAL LICENSING ENQUIRIES PLEASE CONTACT:
UNITED KINGDOM:
THE AMERICAS:
AMERICA/ASIA PACIFIC:
TOM KEEFER SVP Global Licensing +1-212-705-9300 tom.keefer@bbc.com
RICHARD HOLLIS Head of UK Licensing +44-208-433-2000 richard.hollis@bbc.com
KRISTIN BUFKA Director Marketing/Licensing Americas +1-212-705-9300 kristin.bufka@bbc.com
ANNA HEWITT Head of International Licensing +44-208-433-2300 anna.hewitt@bbc.com
BBC logo © BBC 1996. “3rd & Bird!” characters and logo: © 2008 Little Airplane Productions Inc. Licensed by BBC Worldwide Limited.
BUYERS GUIDE 2010
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Guide to toy retail Toy News brings you the essential list of the key toy retailers in the UK. Learn about the teams behind the shopfronts and find out each company’s strengths and plans for the future... HAMLEYS
ARGOS
UK stores: 2 Address: 188-196 Regent Street, London W1B 5BT Website: www.hamleys.com Contact number: 0871 704 1977
UK stores: 765 Address: Argos Limited, 489-499 Avebury Boulevard, Central Milton Keynes MK9 2NW Website: www.argos.co.uk Contact number: 0845 1240044
THE LOW DOWN Hamleys’ Regent Street store opened in 1881 with five floors of toys and it remains trading as one of the most famous toy shops today, with seven floors of toys and games. The retailer now also operates online, has recently opened a store in Glasgow and has a number of franchises throughout the UK, in train stations, airports and retail outlets. In 2009 the firm linked up with Next to offer a selection of its toys in the Next Christmas catalogue alongside its gadgets and gift ranges. The retailer operates stores in Denmark, Jordan, Dublin and Dubai as well and is planning an expansion programme in the UK and internationally over the coming years. MEET THE TEAM:
THE LOW DOWN Argos sells products from over 700 stores throughout the UK and Republic of Ireland, online and over the telephone. In the last financial year, its sales were £4.3 billion and it employs 33,000 people across the business. The retailer serves over 130 million customers a year through its stores and four million customer orders either online or over the phone. The Argos website was the most visited High Street retail website in the UK in 2008. MEET THE TEAM: Ian Chaplin – Trading manager, toys, nursery and entertainment Caroline Jones – Product manager, Chad Valley
Laura Olver – Head of buying
Sarah Hobson – Buyer, boys toys, games, construction and DVDs Alison Harrison – Buyer, girls toys, science and arts and crafts Rachel Gray – Buyer, infant and pre-school Lindsay Rogers – Buyer, outdoor toys Yannis Vaharoglou – Assistant buyer, boys, games and DVDs Helen Bannister – Assistant buyer, girls, arts & crafts and dress-up Catherine Johnson – Assistant buyer, infant and pre-school Sarah Parker – Merchandise planner
ASDA
TOYS R US
UK stores: 360 Address: Asda House, Southbank Great Wilson Street Leeds LS11 5AD Website: www.asda.co.uk Contact number: 0113 2435435
UK stores: 73 Address: Mitre House, 160 Aldersgate Street, London EC1A 4DD Website: www.toysrus.co.uk Contact number: 01628 414141
The range of toys, baby care, video games, multimedia PCs, bikes and outdoor products make Toys R Us a one-stop-shop for all the family’s needs. New stores opened in 2009 in Exeter and Kirkcaldy.
THE LOW DOWN Toys R Us is a family leisure, baby care and toy megastore, with 73 stores in the UK and over 1,500 stores worldwide in 33 countries. It was founded in the UK in 1985 with the opening of five stores and has grown rapidly.
MEET THE TEAM: Sarah Harding – Pre-school and educational toys buyer Brian McLaughlin – Boys and vehicles buyer Evelyn Chiu – Buyer
THE LOW DOWN Asda has been selling toys for over 30 years. The toy range has stepped up significantly over the last 12 months with more focus on key brands and the right range. The success of the toy line-up is demonstrated in the retailer’s customer numbers, which are at a record level and continue to increase. MEET THE TEAM: Emma Lumley – Girls toys buyer
Georgina Cokill – Events and pocket money toys buyer
Tracey Brunton – Category marketing manager
Steph Strike – Toys general manager Mark Spowart – Head of toys and pre-school toys buyer Ben Coates – Boys and games toys buyer Kim Barrientos – Trainee buyer boys and games toys buyer
FEBRUARY 2010
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BUYERS GUIDE 2010 SELFRIDGES
DEBENHAMS
UK stores: 144 department stores and 12 Desire by Debenhams stores Address: Toy Buying Office: 91 Wimpole Street, London W1G 0EF Website: www.debenhams.com Contact number: 020 7408 6336
THE LOW DOWN Debenhams has 153 stores across the UK and Ireland and a fully transactional website, reflecting its commitment to offering its customers greater value, a wider choice and excellent service across every area in which it trades.
MEET THE TEAM: James Ford – Buyer, toys
Tracy Vanoli – Junior merchandiser, toys
Lee Ashelford – Merchandising manager, gift division
Zoe Warran – Trainee assistant buyer, toys
UK stores: 4 Address: 400 Oxford Street, London W1A 1AB Website: www.selfridges.com Contact number: 0800 123 400
The firm hopes to keep the toy shop as a permanent toy offering in the future. The department has a wide mixture of ranges including retro toys and licensed offerings. MEET THE TEAM:
THE ENTERTAINER
THE LOW DOWN The Oxford Street store doubled its Christmas toy space in 2009 from 2,000 square feet to 4,000 and moved up to the fourth floor.
TESCO
UK stores: 50 Address: Boughton Business Park, Bell Lane, Little Chalfont, Bucks HP6 6GL Website: www.thetoyshop.com Contact number: 01494 737000
UK stores: 2,282 Address: New Tesco House, Delamare Road, Cheshunt, Hertfordshire EN8 9SL Website: www.tesco.com Contact number: 01992 632222
THE LOW DOWN Gary and Catherine Grant opened the first Entertainer store in 1981. Four years later they bought their second shop in Beaconsfield and by 1991 had opened a third in Slough. Grant has continued to open stores with a vision to achieve a five per cent share of the UK toy market. 2001 saw the opening of a new head office and distribution centre to service 22 shops and theentertainer.com. By 2006, the business had grown to 41 shops. In 2005, the group acquired Gadgetshop, which was relaunched in September 2005. Stuart Grant is heading up the division. The takeover of a store in Derby from the collapsed chain Toyzone and the acquisition of two Gamleys stores in Brighton and Maidstone, together with the opening of stores in Sheffield, Bristol and White City, saw the Entertainer trade from a total of 47 sites by the end of 2008. Two further stores in Liverpool and Chelmsford were opened in 2009 and Nick Hargreaves, former Woolworths
THE LOW DOWN Tesco’s strategy is to be as strong in non-food as in food. This means offering the same range, price and service for its customers as it does in its food business. The widest range of non-food can be seen in Extra stores and Homeplus. In 2006 the firm launched Tesco Direct, a new online and catalogue non-food offer, with over 12,500 products available online. Around 11.5 million catalogues were issued last year. The popularity of the in-store Direct desks, which are now in 231 stores, continues to increase as more customers order and collect items from their local store.
FEBRUARY 2010
Michael Berry – Buyer Lynne Crook – Buying manager Julie Hall – Merchandiser
head of retail operation, became director of retail operations to further strengthen the board of directors. MEET THE TEAM:
MEET THE TEAM: Gary Grant – Managing director Stuart Grant – Buying director Nick Hargreaves – Director of retail operations Duncan Grant – Director of multichannel Ashley Major – Finance director Sue Dorkin – Director of supply chain
Marcus Scarlett – Senior buying manager Neal Oulton – Buying manager, boys Mark Whittle – Buying manager, pre-school Jane Mahoney – Buying manager, outdoor
Gemma Harding – Buyer, girls Nicola Beet – Buyer, games and seasonal Catherine Hawkins – Buyer, construction and vehicles Claire McEwan – Senior merchandising planning manager Sally Aitken – Merchandising planning manager, girls and games Neil Robinson – Merchandising planning manager, outdoor Danielle Thompson – Merchandising planning manager, vehicles and construction Luke James – Merchandising planner, pre-school Kelly Tofts – Merchandising planner, boys Nick Cooke – Senior commercial manager Joe McManus – Direct manager Carly McKnight – Direct manager Alex Pitts – Trade planner Claire Farrent – Trade planner Josie Giannattasio – Merchandising planner, Direct
BUYERS GUIDE 2010
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WH SMITH
25
HOBBYCRAFT UK stores: 45 Address: 7 Enterprise Way, Aviation Park, Bournemouth Int’l Airport, Christchurch, Dorset BH23 6HG Website: www.hobbycraft.co.uk Contact number: 01202 596100
UK stores: 1,026 Address: WHSmith High Street, Greenbridge Road, Swindon SN3 3LD Website: www.whsmith.co.uk Contact number: 01793 616161 THE LOW DOWN WHS has been trading since 1792 as a newsagent and stationer. The business has expanded over the years to become a large estate that currently totals 562 stores on the High Street and 464 in travel (airports, bus and rail stations, services and hospitals). The High Street business is focused on driving sales in four key areas: stationery, books, news and entertainment. Part of the sales drive in stationery includes toys and
games. WHS has been retailing games and puzzles successfully over a number of years, occasionally bringing in toys. Whilst games are still a large part of the business, a change in the marketplace has once again re-engaged the business’ interest in toys, and significant space has been given to the category. Toys will launch in around 400 stores this autumn/winter and this commitment to the industry is long-term. MEET THE TEAM: Liz Cooper – Buyer Amy Maidment – Assistant buyer Vicky Frampton – Merchandiser Shirley Beadle – Trading controller
PLAY.COM
Address: Play.com, PO Box 192, Jersey JE4 8RP Website: www.play.com www.playtrade.com Contact number: 01223 484140 THE LOW DOWN Play.com is an online entertainment retailer, which recently added a dedicated toy area to its site. The site is the UK’s third most visited online retailer with in excess of seven million customers. The toy category holds around 2,500 SKUs and is still growing. Many of the toys are licensed goods, tying into the rest of the site’s offering and offering a cross-category experience. Toys on offer are aimed at all ages from pre-school to teens.
THE LOW DOWN The US craft retail business model was the basis for the Hobbycraft stores when the idea for the business was first developed back in 1995. The goal was to create arts and crafts superstores on retail parks, covering 7,000 to 10,000 ft, housing approximately 35,000 products and catering for over 250 creative activities. As Europe’s first, and the UK’s largest, chain of dedicated art, craft and hobby superstores, the retailer offers both branded and generic, own-label ranges across a wide range of pursuits that includes everything from knitting to cross-stitch, painting to framing and card making to model making. MEET THE TEAM: Rob Farnworth – Operations director Chris Crombie – Chief executive Dominic Hooley – Buying director
ALWORTHS
The category will have a range of genres from arts and crafts, plush, outdoor, games and puzzles, construction and more with both licensed and non-licensed products. In February 2009, Play.com was named as the UK’s top retailer in The National Consumer Satisfaction Index (NCSI-UK), according to a survey about which stores British customers are most satisfied with. MEET THE TEAM: Frank Keenan – Product director Anne-Marie Farrar – Category manager Sophie Cusick – Buyer Graeme Gilkison – Assistant buyer
UK stores: 5, expanding to 17 over 2010 Address: Alworths, Abbey House, 25 Clarendon Road, Redhill, Surrey RH1 1QZ Contact number: 01737 852266 THE LOW DOWN Alworths was set up by the ex-head of store and concession development of Woolworths, Andy Latham, and its first store opened in November 2009, 100 years to the day of the opening of the first Woolworths store. The retailer stocks a mixture of toys, sweets, homewares, stationery, seasonal and garden products.
MEET THE TEAM: Jill Martin – Marketing and proposition manager
Lisa Dower – Buyer
Paul Cox – Merchandising and visual operations manager
FEBRUARY 2010
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BUYERS GUIDE 2010
FIREBOX.COM
HMV MEET THE TEAM: Alison Sakai – Financial director
Address: Firebox.com 5 Ardwell Road London SW2 4RT Website: www.firebox.com Contact number: 0844 9221010 THE LOW DOWN University friends Michael Smith and Tom Boardman set up Firebox.com in 1998 with the dream of retailing, marketing and manufacturing a select range of new and unusual products from around the world. The company survived the dotcom boom and bust and has developed into a successful multi-channel retail operation including an award-winning website and a mail-order catalogue. Originally building a reputation for having the latest gadgets, games and boys toys for men, Firebox now services a broader market, identifying the latest trends in consumer products to bring quirky and unusual designer homewares, gadgets and gift ideas to its customers ahead of mainstream retailers.
Ben Fowler – Senior buyer
Christian Robinson – MD
Michael Smith – Co-founder
Tom Boardman – Co-founder and technical director
Steve Law – Operations director
MOTHERCARE
UK stores: 250 Address: HMV, Film House, 142 Wardour Street, London W1F 8LN Website: www.hmv.com Contact number: 020 7432 2000 THE LOW DOWN Entertainment retailer HMV is a music, film and games specialist. The retailer also offers popular culture products ranging from books and licensed products and toys to artist merchandising and other ‘cool stuff’. Its related products are one of the fastest-growing areas of the
THE LOW DOWN Mothercare is a specialist retailer of products for mothers-to-be, babies and children up to the age of eight. The chain offers a wide range of maternity and children’s clothing,
FEBRUARY 2010
MEET THE TEAM: Maxine Lister – Merchandising manager Rudy Osorio – Head of music Ali Arber – Advertising planner
TK MAXX
UK stores: 235 Address: 50 Clarendon Rd, Watford, Hertfordshire WD17 1TX Website: www.tkmaxx.com Contact number: 01923 473561 UK stores: 221 Address: Cherry Tree Road, Watford, Hertfordshire WD24 6SH Website: www.mothercare.com Contact number: 01923 241000
business, as the company accelerates its diversification into popular culture. HMV is particularly well placed to cross-merchandise products generated from film franchises – ranging from DVDs to t-shirts, books, calendars, toys and other licensed products.
furniture and home furnishings, bedding, feeding, bathing, travel equipment and toys through its retail and internet operations in the United Kingdom, and also operates internationally through retail franchises in Europe, the Middle East, Africa and the Far East under the Mothercare brand name. MEET THE TEAM: Kate Morris – Head of buying
THE LOW DOWN TK Maxx sells designer and High Street brands at up to 60 per cent less than the recommended retail price. It is the only off-price retailer in the UK and Ireland and first introduced this American retail concept to the UK in 1994. The firm was voted the country’s fourth favourite retailer in 2009 (source: Verdict) and is number 34 in the UK’s top 50 retailers 2009 (source: Retail Week).
A typical store has over 50,000 items in stock and receives 10,000 new items every week. Daily deliveries mean stock is consistently fresh, so customers find new gems every time they visit. TK Maxx buyers negotiate deals from approximately 10,000 (everchanging) vendors, in 60 countries, at any one time – which means lots of opportunities for branded bargains. The buyers buy every week of the year, all year round. This allows them to take advantage of opportunities as and when they arise. MEET THE TEAM: Beth Carey – Toy buyer
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BUYERS GUIDE 2010
TOYMASTER
UK stores: 272 Address: Victoria House, Newport Pagnell Road West, Northampton NN4 7JJ Website: www.toymaster.co.uk Contact number: 01604 674477 THE LOW DOWN Toymaster is a buying group for independent toy retailers with a USP of ‘Helping Our Members Trade More Profitably’. Toymaster trades as a mutuality and is 100 per cent owned by its members. The stores (members) retain their independence while at the same time having access to the following: a year-round marketing programme, including catalogues and window displays; direct import programme; favourable trading terms with over 250 suppliers; central invoicing and The May Show.
MODELZONE
MEET THE TEAM: Buying/Merchandising: Paul Reader – Central office Ian Edmunds – Central office Andy Taylor – Toymaster at Ramsdens Ciaran Fitzpatrick – Banba Toymaster Gordon Walker – Conways Toymaster Steve Hogg – Hoggosaurus Toymaster Marketing: Ian Edmunds – Central office Jo Skelton – Central office Chris Blatcher – The Ramsey Warehouse Ciaran Burns – C & H Burns Debbie Hartfield – Kids Stuff Elaine Stott – Conways Toymaster Sharon Eveson – Eveson Toys
SAINSBURYS
UK stores: 32 Address: Commerce Way, Lancing Business Park, Lancing, West Sussex BN15 8TA Website: www.modelzone.co.uk Contact number: 01903 765 496 THE LOW DOWN Modelzone is the UK’s largest model retailer and its aim is to bring the latest models to a wide audience by catering for both the casual shopper and dedicated collector alike. When Model Aerodrome, which had been established for 40 years under the same ownership in Brighton, came on the market, the present owners, local importers, saw the opportunity to acquire a showroom for its products. This venture proved successful and a
THE LOW DOWN Sainsbury’s is the UK’s longeststanding major food retailing chain, having opened its first store in 1869. Quality and fair prices go hand-inhand with a responsible approach to business. The firm now serves over 18.5 million customers a week and has a market share of around 16 per cent. Its large stores offer around 30,000 products and it offers complementary non-food products and services in
FEBRUARY 2010
MEET THE TEAM: Gill Thomas – Marketing Graham Poole – Buyer Jane Evans – Merchandiser
JOHN LEWIS
UK stores: 28 Address: John Lewis Partnership, Carlisle Place, London SW1P 1BX Website: www.johnlewis.com Contact number: 020 7828 1000 UK stores: 525 supermarkets and 303 convenience stores Website: www.sainsburys.co.uk Contact number: 02476 439 100
further four shops were opened under the same name. Further expansion occurred in 1995 with a new shop in Croydon and in Plymouth. In 1999, the firm opened a Bluewater outlet. At this point, the stores were rebranded as Modelzone. Since the successful launch of the eighth store, the company has grown to 29 shops nationwide, from Plymouth in the South West to Newcastle in the North East and the expansion continues.
many of its stores, including a range of toys. An internet-based home delivery shopping service is also available to nearly 90 per cent of UK households. MEET THE TEAM: Dawn Okell – Senior buyer Lee Clark – Buyer Christopher Drewitt – Buyer Haylea Smith – Senior merchandising planner Jo Barnes – Merchandising planner Andrew Hartley – Merchandising planner Steven Goss – Technologist
THE LOW DOWN John Lewis began in 1864 with the opening of the first shop in London’s Oxford Street. ‘Never Knowingly Undersold’ is the firm’s unique promise that the price of any item it sells will always be as low as the lowest price in the neighbourhood. The retailer is supplemented by a growing online business – www.johnlewis.com. Supported by its network of suppliers around the world, John Lewis department stores typically stock more than 350,000 separate lines. In July 2009, it came first in the UK Consumer Satisfaction
Index from the Institute of Customer Service (ICS) and was named best High Street retailer at the Which? awards in 2009, as well as being the second overall and rated top in every sector in which it trades in an annual customer service survey by Which? in January 2009. MEET THE TEAM: Elaine Whiteman – Toy & book buyer Rachael Stacey and Janine Richmond – Assistant buyers Sarah Batty, Ellen Jarvis and Lee Talson – Buying administrators Laura Sharpe – Toy and book merchandiser Ben Archer – Assistant merchandiser Michael Loveless, Russell Woolley, Michael Dumas – Merchandise assistants
BUYERS GUIDE 2010
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MORRISONS
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AIS UK stores: 116 Address: Cranmore Park, Shirley, Solihull, West Midlands B90 9LF Website: www.aistores.co.uk Contact number: 0121 713 4487
UK stores: 403 Address: Hilmore House, Gain Lane, Bradford, West Yorkshire BD3 7DL Website: www.morrisons.co.uk Contact number: 0845 611 5000
branded and own label products. Its aim is to provide customers with the best value for money wherever they live and, uniquely, it has always charged the same prices in every one of its large stores.
THE LOW DOWN Morrisons is the fourth largest supermarket in the UK, offering a range of goods including both
MEET THE TEAM: Laura Clements – Toy buyer
SMYTHS
UK stores: 19 Address: 2nd Floor Block 2, Galway Financial Services Centre, Moneenageisha Road, Galway, Ireland Website: www.smythstoys.com Contact number: +353 91 743600 THE LOW DOWN Smyths Toys is a leading provider of children’s entertainment products – the company now has 26 stores in Ireland and new stores opening in Greater London. The company’s goal is to provide consumers with an extensive range of high quality products at competitive prices.
THE LOW DOWN Following requests from members, Associated Independent Stores (AIS) launched its own toy buying group – Play-room – in June 2008. AIS is the largest non-food buying group in the UK. AIS Group facilities such as accounts, IT, logistics, catering, e-commerce, e-procurement, marketing and visual display are all available to the Play-room team. In addition, one of the division’s key strengths is its ability to offer a diverse range of product through key relationships with preferred suppliers. Currently, 110 carefully selected toy suppliers have signed up to the Play-room central payment system known as Cenpac. Play-room currently has 56 members with 116 outlets. With further members eager to join up in 2010, Play-room is looking forward to yet another year of substantial growth. Any toy retailer that meets the required standards can apply to join – it is not necessary to be a member of AIS.
Play-room offers a comprehensive range of services, including an extensive and competitive fob import programme, access to clearance, broadsheet and window-to-shelf marketing, all of which are available to members via www.play-room members.net. Members also receive a weekly newsletter and Cenpac suppliers receive a monthly version. The highlight of the Play-room year is ‘Play–room at the Park,’ which will be held at Cranmore Park. MEET THE TEAM: Joyce Daly – Controller Miles Penhallow – Manager Charlotte Roberts – Administration
AMAZON.CO.UK
Smyths offers its customers a large range of toys, bikes and video games at low prices. The firm says it stocks something to suit every child – including everything from nursery products to pre-school, toys for all ages, as well as bikes, video games and DVDs. Its books and activity kits encourage learning and develop creativity for everyone. Smyths’ stores are open seven days a week, all year round. MEET THE TEAM: Anne-Marie Garrett – Buyer
Address: Patriot Court, 1-9 The Grove, Slough, Berkshire SL1 1QP Website: www.amazon.co.uk Contact number: 0800 496 1081 THE LOW DOWN Amazon.com strives to be Earth’s most customer-centric company where people can find and discover virtually anything they want to buy online. By giving customers more of what they want – low prices, vast selection, and convenience – Amazon.com continues to grow and evolve as a world-class e-commerce platform.
Amazon constantly innovates for its different customers, whether they are individuals on its global websites, merchants who sell on its platform, developers who use its infrastructure to create business, or the creators of the books, music and films that it sells. The firm also believes that online shopping is more environmentally friendly than traditional retail. MEET THE TEAM: Ruth Shaw – Senior buyer Philippa Bortolli – Buyer Paul Sanders – Buyer
FEBRUARY 2010
00 80022427276 Hasbro Customer Service Number. Š Hasbro 2010. All rights reserved.
= 4 B C 0[[XP]RT ?PRZ
Product and colors may vary. Š 2010 DreamWorks LLC and Paramount Pictures Corporation. Manufactured under license from TOMY Company, Ltd. Ž* and/or TM* & Š 2010 Hasbro. All Rights Reserved. TM & Ž denote U.S. Trademarks.
This year is set to be a phenomenal one for Ben 10: with ALL NEW episodes, a BRAND NEW series and EXCITING new toy lines. To get in on the action in 2010 – and join these 10 top brands who’ve already landed starring roles in the world of Ben 10, go to TurnerMediaInnovations.com/101010
CARTOON NETWORK, the logo, BEN 10 ALIEN FORCE and all related characters and elements are TM & © 2009 Cartoon Network. A Time Warner Company. All other trademarks and copyrights are the property of their respective owners.
PEOPLE HOT PROSPECTS
www.toynews-online.biz
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Rising stars ToyNews and recruitment specialist Aardvark Swift have teamed up to scour the toy market for the trade’s up and coming youngsters, who may well be forming the next generation of industry veterans in buying, marketing and brand management. Here, in no particular order, are our hot prospects... JAMES ODDY, 28, Designer, Disney Store Europe Oddy works in the creative department for Disney Store Europe, based at The Walt Disney headquarters in Hammersmith. His position at Disney encompasses a variety of design roles, but he’s mainly responsible for the origination of branded packaging for Europe and America. As well as the ability to engineer structures, he also creates unique packaging ranges, packaging style guides, one-off bespoke designs and, with the use of 3D software, high spec visuals. He is always focusing on the eco credentials of all his designs, reducing all packaging where possible and creating fun, storytelling, quality global packaging. Oddy is also involved in approving supplier artwork and providing creative direction and graphic production to marketing and Visual Merchandising departments. This can vary from POS systems to window displays and even in-store theatrical lighting displays. KIRSTIE OLIVER, 26, Marketing Manager, Jumbo Oliver has assumed full responsibility for Jumbo’s marketing team. She has brought a huge creativity and enthusiasm to a role that encompasses product development, licensing strategies and getting incredible depth of activity out of a marketing budget – so vital in a period of recession and a declining toy market. Colleagues say she has a great future in the toy industry and is a huge asset to Jumbo Games.
Clockwise from top left: James Oddy, Kirstie Oliver, Emma Starkey, Ben Beattie, Emma Eden and Richard Venner
RICHARD VENNER, 27, Product Development and Brand Manager, Corinthian Marketing Venner has led a team of three people to develop Disney MicroWorld figures and Ben 10
Marbz marbles, as well as establishing the brand look of Puppy, Jungle and Pony In My Pocket in the UK. EMMA STARKEY, 28, Business Account Manager, Hasbro Starkey has worked at Hasbro since she graduated from university six years ago. She has worked as a national account manager on Sainsburys and Tesco before being promoted to business account manager on Toys R Us. In her current role, Starkey is responsible for the Boys and Games categories. She really enjoys working with her customers to help take exciting new products to the market. EMMA EDEN, 27, Marketing Manager, Vtech Eden’s role covers the marketing across all VTech brands, in particular the consumer and trade PR, TV promotions and online partnerships. Eden lives and breathes VTech and is one of the firm’s biggest advocates. According to one of Eden’s colleagues: “Eden is a rising star, because not only is she creative on the higher profile, more interesting projects, she works very hard on the detail and doing the basics right. Noone has a better understanding of our NPD categories, for example. Eden has made a huge contribution to VTech’s successful year in 2009.” BEN BEATTIE, 30, Buyer of Boys’ Toys, The Disney Store Beattie is responsible for Boys’ Toys, including Action Figures, Die-Cast Vehicles, Radio Controlled Toys, Role-Play Items and Games and Puzzles, working with licensed vendors on existing products and developing his own products exclusively for The Disney Store. Since receiving his very first pocket money, he always wanted to buy toys. FEBRUARY 2010
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PEOPLE HOT PROSPECTS
Beattie joined Disney four years ago at the end of 2005 and began work immediately on a range of products for Disney Pixar’s Cars in 2006. He was given the Disney Spirit Award in 2007 for outstanding achievement and continues to enjoy every new challenge that comes with growing the business further and further through every new release. RICHARD BELFORD, 24, UK Sales Manager, Simba Smoby Toys Belford is responsible for generating enough sales to ensure the annual growth of the business. He previously worked for Cadbury Trebor Basset for two years as a temp and two years later became logistics co-ordinator. He then went travelling for a year and returned to work for a chain of retail stores as purchasing controller. He joined Simba in 2006, working for its UK agents on sales, then moved to Hong Kong for a year to work for Dickie Toys (part of the Simba group) as the account manager for the UK selling boys’ toys. Having achieved success there, Belford returned from Hong Kong this year to work at the newly formed Simba Smoby UK office. In total, he has been working for the Simba group for four years. He is responsible for all major national accounts, grocers and major retailers. MARK HAUSER, 24, Commercial Licensing Manager, Winning Moves Hauser has worked at Winning Moves for nearly two years. On a dayto-day basis he manages the licensing contracts for all its licensed products. That’s over 50 licences, while he’s also acquired many new titles for the firm. He also works on a variety of commercial issues abroad, from Spain to the US, and boasts Spanish as his second language. He gets involved in launching four regional Monopolies per year, bringing in significant revenue for the firm. ANDREW WELCH, 29, Product Manager, Bandai Welch looks after boys’ brands including Ben 10, Power Rangers and Pokémon. With four years’ experience in the toy industry, gained at Vivid and Flair, Welch joined Bandai in 2008. Since his arrival he’s been working on Ben 10, including the development of several items specifically for the UK. FEBRUARY 2010
HOLLY LACKEY, 28, Brand Manager, Vivid Imaginations Lackey is brand manager for Vivid’s Crayola Division and is responsible for launching the US range into the UK, along with product development across toys, kits and girls’ sub-brand Creations. She is also responsible for above and below the line marketing initiatives, including POS, TV advertising and promotions. She’s been pivotal in Vivid and Crayola’s continued growth as the number one arts and crafts brand in a tough market. Colleagues say Lackey is able to work extremely well with those around her and manages to balance company goals, customer and consumer needs with an acute market awareness. KIRSTY THOMAS, 31, Assistant Product Development Manager, Golden Bear Thomas is an assistant product development manager, alongside the product and brand managers, and develops licensed and non-licensed products. Having been with the company a number of years, she was recently given the opportunity to move into a product development role and has grown rapidly in this position. She took on the development of licensed products, working with one of the company’s top licences, In the Night Garden, and has shown that her skills in creativity and developing products from scratch are of the highest standard, while also developing other licences, giving them her own twist. EMMA CAPLE, 26, Product Manager, Bandai Caple graduated from Winchester School of Art in 2006 with a BA (Hons) in Textile Art and joined Bandai as marketing assistant in January 2007. She looks after girls’ brands including Tamagotchi, KeyTweens, Star Friends and Harumika and was promoted to product manager last year in recognition of her work on Bandai’s girls’ brands. Caple’s and Bandai’s challenge has been to launch into different girls’ categories with KeyTweens, Star Friends and Harumika. VICKI ELMER, 30, Marketing Manager, Corinthian Virtually born into the toy trade, Elmer has taken on all TV media buying
Clockwise from top left: Richard Belford, Mark Hauser, Holly Lackey, Emma Caple, Jackie Walsh, Vicki Elmer, Kirsty Thomas and Andrew Welch
discussions and gained thorough understanding of the TV media landscape. She has secured sponsorship of the whole Kix Channel for Stinkblasters as well as Jungle In My Pocket, sponsoring Bindi the Jungle Girl on Pop for the whole of September. JACKIE WALSH, HR Manager, Worlds Apart Walsh started at Worlds Apart originally in the role of finance
manager and took the opportunity to head up HR and Organisational Development in 2005. She is responsible for all things resourcing and was nominated because of her contribution towards ensuring that the Worlds Apart brand is a ‘resource beyond its product benefit’, and making sure that the process of adding value at every level in the organisation consistently delivers new customer value in the market place. Established in 1980, Aardvark Swift is now Europe’s market-leading recruitment specialist for the Video Games, Mobile Entertainment and Toy industries. www.aswift.com.
The UK’s only dedicated monthly licensing coverage
News • Media • Opinion
The 2010 hot list
The Dream Team News
Pages 44-65
Pages 40-42
Pages 36-38
We take a look at the new properties and existing brand extensions which will be coming from the major licensors and agencies this year…
ToyNews puts together its own fantasy licensor - right from the managing director, through to the category managers and product development, design and marketing. Did you make it in…?
Ludorum signs VTech for Chuggington, Chapman adds master toy partners for new properties, Ben 10 UK push continues, E1 readies Twilight merchandise drive…
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LICENSINGNEWS
COMMENT TEAM BUILDING WHENEVER I’VE had to pick a fantasy football team, my selections tend to be based on unusual names, haircuts and general physique. It’s a formula which serves me well; my teams have always performed quite admirably, particularly annoying the boys in the office who have used much more scientific methods to choose theirs. However, when it came to creating my own fantasy licensor, I did adjust my criteria (although some of them have got pretty good haircuts). Candidates were chosen on the strength of their professionalism, performance and general likeability, with contributions taken from a number of high profile industry notables. Asking licensees and retailers who they rated was also an important part of the process – and I’d like to thank everyone who took the time to send in their suggestions. For some of the categories there were clear winners, but most positions were the subject of intense deliberations in the ToyNews and Licensing.biz team, illustrating just how many talented people we have currently working in our industry.
The CV from Chapman’s Andrew Haydon was frankly so impressive he was the only choice for FD. Particularly high praise was given to the entire E1 team by both licensees and retailers – resulting in the inclusion of two members in the dream team – while the CV from Chapman’s Andrew Haydon was frankly so impressive that there was simply no other choice for the finance director role. Even though they didn’t make the final selection, special mention should also go to the following: CPLG – in particular the apparel and publishing category managers who seem to have a number of fans at retail level and have built up strong relationships over the years, resulting in some successful DTRs; Lisa Shapiro and Warwick Brenner from The Licensing Company were also names which came up in several conversations; the teams at Carte Blanche and Classic Media, plus Turner’s Graham Saltmarsh who, unbeknown to him, fought a very close battle with Andrew Carley for head of licensing. All I need now is a name for our new licensor – but I just hope they don’t all start demanding the same kind of wages as the players in my fantasy football team... Samantha Loveday Samantha.Loveday@intentmedia.co.uk FEBRUARY 2010
Ludorum adds VTech to Chuggington drive Firm joins growing licensing programme for pre-school show as global partner for electronic learning products... by Samantha Loveday LUDORUM IS continuing to build its stable of licensees for pre-school hit Chuggington, appointing VTech as the global partner for electronic learning products. VTech will be launching its Chuggington Laptop in June, featuring trainees Wilson, Brewster and Koko, complete with real character voices from the Cbeebies show. Including a Wilson-shaped selector, ABC keyboard, numbers one to ten and a special Adventure mode with bonus animations, the laptop aims to teach language, numbers, logic, fun and games. “We are delighted to be partnering with VTech,” said Julian Day, VP UK of consumer products at Ludorum. “The Chuggington Laptop is a fantastic learning aid and is a wonderful addition to the toy range, which will begin rolling out in summer 2010. VTech has an enviable reputation for producing robust, educational toys which are fun and engaging, and we look forward to working with them in developing the Chuggington electronic product range.” Andrew Barrett, director of European product development at VTech, added: “This is an exciting opportunity to be involved with this new
property, which has already achieved excellent television ratings. We think it will be a successful and popular addition to the VTech range and we look forward to working with Ludorum to build a sustainable range of products following the launch of the Chuggington Laptop.” Ludorum: 020 8246 4013
CPLG bolsters entertainment team CPLG HAS hired Helen Fielding on a consultancy basis to cover the toy and gifts category. Fielding (right) has previously held positions at Entertainment Rights (now Classic Media), where she was senior licensing manager and head of toys and games, working on properties including Postman Pat Special Delivery Service. She also helped to launch Numberjacks in the UK while at ITV and worked on the 80th
anniversary activity for Winnie the Pooh at Disney. For the past year Fielding has been consulting across a number of categories. “It’s great to have Helen on board bringing her considerable experience to this key role,” commented Vickie O’Malley, CPLG UK MD. “She has immediately slotted right into the team and will be a tremendous asset.” CPLG UK: 020 8563 6400
LICENSINGNEWS
www.licensing.biz
Chapman lines up toy partners
IN BRIEF
Licensing programmes for two new shows kick off with key master toy appointments...
DISNEY COMPLETES MARVEL ACQUISITION
by Samantha Loveday CHAPMAN ENTERTAINMENT has inked master toy deals for its new properties, Rah Rah the Noisy Lion and Little Charley Bear. Tomy has signed a five-year contract for distribution rights in the UK, France, Benelux and Germany for Rah Rah the Noisy Lion. The company also has global manufacturing rights (excluding the US) for plush, arts and crafts and infant pre-school products including figurines, play-sets megasketcher and soft toys. Products are expected to be on shelf in late 2011. “We have a strong vision for Rah Rah and we are pleased to welcome Tomy into the Chapman family,” said Valerie Fry, director of licensing at Chapman. “They have a fantastic reputation and their product line has huge potential. This is a very exciting time for the team and we are confident of great things.”
Meanwhile, Vivid Imaginations will be the master toy partner for new pre-school brand Little Charley Bear. The five-year deal will see the firm develop a range of pre-school toys which will aim to encourage development through discovery, adventure and imagination. Products will include plush, play-sets, role play, arts and crafts, puzzles and games, all of which will be distributed by Vivid in the UK, France, Benelux and Germany. In addition, the firm has
global manufacturing rights (excluding the US), with products expected to arrive in autumn/winter 2011 in the UK. “We are confident that Vivid will produce a compelling and distinctive toy line for Little Charley Bear, and displaying the same vision and brand development that they have shown for Fifi and Roary,” said Fry. “We are very excited to continue our partnership with them.” Chapman: 0870 403 0556
E1 readies Twilight merchandise push WITH THE Twilight franchise continuing to be a big draw at the box office, E1 is looking to push the brand further into the licensing arena in 2010, with a number of categories already targeted. To date, merchandise has mainly been driven by lifestyle apparel and accessories from global licensee NECA. The likes of posters, bookmarks and calendars are also selling well, along with the Twilight Beauty line. The cosmetics range carries two themed lines – Luna Twilight for the young adult market and Volturi Twilight which has an older focus. E1 is now looking at lines in the greetings and gift sector (Hallmark UK), MP3 and PC accessories (Lazerbuilt), fragrance (Simple Beauty UK) and confectionery (Bon Bon Buddies). In addition to licensing, E1 is also responsible for UK film and DVD distribution, which creates a unique opportunity to cross promote via
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Originally revealed back in August 2009, The Walt Disney Company has completed its acquisition of Marvel Entertainment. Under the terms of the agreement, Marvel shareholders will receive a total of $30 a share in cash plus approximately 0.7452 Disney shares for each Marvel share they own. “We’re thrilled to welcome to the Disney family the talented team at Marvel,” said Robert Iger, president and CEO of The Walt Disney Company. “We believe the creative and business potential of this combination is substantial and can help us grow both our top and bottom line, leading to a significant increase in long-term shareholder value.” Disney: 020 8222 1000
TOY AND GAME PARTNERS SIGN FOR LONDON 2012 The licensing programme for London 2012 continues to build – with Golden Bear and Winning Moves taking key roles within the toys and games category. In its role as master toy licensee, Golden Bear will develop an extensive range of plush and plastic toy and gift products across the London 2012, Team GB and ParalympicsGB brands. The first range is planned for this autumn, with further lines being released in the lead up to the Games in 2012. Meanwhile, Winning Moves will be creating branded Top Trumps card games, the new Top Trumps Tournament boxed game version, playing cards, trivia card and board games. London 2012: 0203 2012 000
JAZWARES’ PLAN COMES TOGETHER FOR A TEAM Licensed toy specialist Jazwares has been appointed by 20th Century Fox L&M to develop a toy line for potential summer blockbuster, The A Team. The range will include three-quarter inch action figures, 12-inch BA Baracus and Hannibal Smith collector figures with voice chips, an electronic van, plus other retailer exclusive packs. There will also be electronic items such as walkie talkies, an alarm clock and digital camera. Fox L&M: 020 7437 7766
TOONATTIK HITS FIVE
extensive marketing platforms. The third film in the saga – Eclipse – is due for release at the cinema this
summer, while there will also be two DVD releases across the year. E1: 020 7907 3797
Kids TV block Toonattik is celebrating its fifth birthday in February. The slot attracts around 616,000 kids across Saturday and Sunday mornings, giving it a 15.64 per cent share of viewing. New episodes of popular shows will mark the anniversary. GMTV: 020 7827 7000
FEBRUARY 2010
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LICENSINGNEWS
IN BRIEF
Further UK boost for Ben 10
MATTEL UNVEILS NEW WWE TOY COLLECTION
Ten new licensees sign up for popular Turner property across a variety of sectors...
Mattel has kicked off 2010 by introducing its new toy line for WWE – with products targeting both children and collectors. The range includes the first ever FlexForce action figures, which use flexloaded arms and legs to execute the trademark moves of some of the WWE Superstars. Other products designed specifically for kids include the FlexForce Breakdown Brawl Ring, Superstar Rings and Championship Belts. Meanwhile, for the WWE collectors, there will be a range of action figures featuring ‘superstar scale’, plus an Elite collection, all designed with precise details. In addition to the global retail launch, Mattel’s line will be available to buy at more than 300 live WWE events held throughout the year. “This new WWE line is truly reflective of Mattel’s extensive research into what kids and collectors want,” said Donna Goldsmith, COO at WWE. Mattel: 01628 500000
by Samantha Loveday
JUMBO EXTENDS WASGIJ LICENSED OFFERING Jumbo is launching a limited edition licensed Wasgij Destiny puzzle to celebrate the 50th anniversary of Coronation Street. Due to hit stores in June, two puzzles will be included in the box. The firm will be running a special competition at the UK Toy Fair to win a mystery prize. “We are confident this cult creation will appeal to fans of all ages from the ITV show as a great way to entertain friends and family altogether at home,” said Kirstie Oliver, marketing manager at Jumbo. In addition, the Falcon brand is also launching a puzzle to celebrate the 50th anniversary. www.jumbo.eu
CHICCO SPONSORS GMTV New GMTV strand The Baby Breakfast Club will be sponsored by nursery company Chicco as it looks to expand its brand and product awareness in the UK. GMTV: 020 7827 7000
TURNER CN Enterprises is confident of further success for Ben 10 in 2010 in the UK, revealing a number of new licensees and renewals for some existing partners. The company has confirmed that ten new licensees will be launching Ben 10 product this year. All areas of licensed product are currently selling strongly, with master toy licensee Bandai developing exclusive lines for the UK. Its recent joint initiative with retailer Top Toy in Denmark has led to the creation of a Ben 10 Flexi Track, which is currently selling in all major UK toy retailers. Party licensee Mask-arade has signed up for paper masks; Ben 10 sound books are being developed by Publishing International; Itzme will be launching digitally enhanced wall coverings supported by a dedicated website; while branded headphones from Little Star Creations are also now available.
Turner is also working with Premier Portfolio on the development of specific products for travel retail including airlines, airport shops and ferries. “The continued demand for new licences is testament to the strength of the Ben 10 brand,” said Graham Saltmarsh, licensing director for the
UK, Benelux and Nordic at Turner CN Enterprises. “We look forward to 2010 and working with our partners to produce innovative merchandise that respects the values of the brand and captures the imagination of consumers and retailers.” Turner CN Enterprises: 020 7693 1121
Rocket building up steam with Hornby ROCKET LICENSING is aiming to extend the popular Hornby Hobbies brands outside of the their core categories in 2010. The firm revealed at last year's Brand Licensing Europe that it would be moving the Airfix, Corgi, Hornby and Scalextric brands into the
licensed product arena for the first time. Opportunities in the gift, apparel, accessories, homeware, personal care, confectionery, cakes and publishing areas are all being actively pursued. There will also be toys, albeit toys that aren’t Hornby designed but use Hornby Hobbies portfolio branding. “We extending the brands out of their core categories – the toys and kits that Hornby do themselves – and into high quality complementary products that fit the brands,”
explained Rob Wijeratna, joint MD of Rocket Licensing (left). Toy Fair will also present an opportunity to show off the new Hornby portfolio style guide. “Interest is high. In fact we’ve been talking to potential licensees constantly since October. The period from Toy Fair on is when you’ll see some major announcements. After that, expect a significant range of product to appear from late summer onwards,” Wijeratna continued. Rocket: 020 7207 6242
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FEBRUARY 2010
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LICENSING FANTASY LICENSOR
The Dream Team We all know that the licensing industry boasts many talented people working within it. So, we thought it would be fun - with a little imagination, a bottomless salary pot and our irresistible powers of persuasion - to put together the ultimate fantasy licensor. Here are the people Samantha Loveday would choose as custodians of her brands, right from the MD, through to the category managers and design, marketing and product approvals... MANAGING DIRECTOR
FINANCE DIRECTOR
CARL LUMBARD SVP AND MD EUROPE, 20TH CENTURY FOX
ANDREW HAYDON COMMERCIAL & FINANCE DIRECTOR,
LICENSING & MERCHANDISING
CHAPMAN ENTERTAINMENT
The man trusted with developing the licensing programme for one of the biggest brands in the world (ie, The Simpsons), Lumbard is the safe pair of hands we’ve chosen to head up our fantasy licensor. Originally joining Fox in 1998, he already boasted over a decade of previous media experience at the likes of Pearson and BBC. Not only was Lumbard involved with the establishment of the European L&M division at Fox, as it grew he maintained a hands on role. He began as marketing and retail director, tasked with expanding Fox’s business in the licensing industry and developing The Simpsons across Europe, before becoming European sales director and then MD. Lumbard took up his current position in September 2007. 2009 saw him strike a number of major deals across the territory. Lumbard is responsible for the ongoing relationship with Ferrero – which has seen a selection of multi-territory, multi-property promotions – plus deals with Unilever (on The Simpsons Movie and Ice Age 3) and Renault (the firm’s ad campaign used The Simpsons to promote the Kangoo in 29 markets supported by TV, print and online). In addition, he scored a new partnership with Alimentos Y Eventos for a Simpsons branded food deal across all Cencosud stores in South America, while also leading Fox L&M to deliver the firm’s biggest international film merchandising programme in history for Ice Age 3, with retail partners ranging from C&A in Europe, La Falabella in Latin America, X5 in Russia and Casino IRTS worldwide.
Last seen by many in the industry waltzing with Fifi in the Chapman video Christmas card, Haydon is the man we trust with the money. But he’s not your average, run of the mill accountant – far from it. For some 14 years, Haydon worked at John Reid Enterprises, one of the world’s largest entertainment management companies, with his primary responsibility during this time being to oversee the personal and professional, commercial and financial activities of its main artist, Elton John. He implemented ten world tours and over 1,500 concerts around the globe in venues seating up to 100,000 people. Over the course of his career, Haydon directed a 30-strong management team, achieved significant sponsorship arrangements in the entertainment business and secured one of the largest single advance music record contracts in the industry. As well as Elton John, he also had similar responsibilities for artists including Lionel Ritchie, Andrew Lloyd Webber, Billy Connolly and Barry Humphries, while he was also responsible for overseeing the development and exploitation of Michael Flatley’s Lord of the Dance show. And, before joining Keith Chapman and Greg Lynn, Haydon co-managed boy band Another Level – who scored a number one with Freak Me and supported Janet Jackson on tour during this time. Now that’s the kind of man we want in charge of our finances.
HEAD OF LICENSING
CATEGORY MGR: TOYS & GIFTS
ANDREW CARLEY HEAD OF LICENSING, E1 ENTERTAINMENT
WARREN TRAEGER LICENSING MANAGER, TOYS, SOUVENIRS & GIFTS, LONDON 2012
Probably the toughest category as there are so many quality execs currently fulfilling this role across the business. Carley wins out, in part, thanks to a surge of recommendations from licensees and retailers for the entire E1 team and its performance, professionalism and good old fashioned likeability over the past 12 months. Practically licensing industry royalty, before heading to Contender (as it was known then), Carley began at CPLG Sport handling FIFA, UEFA and The FA, before switching to the agency’s Entertainment division where he was involved with Dreamworks, Universal and Paramount as UK sales director for three years. The enormous growth of Peppa Pig and, in particular, the way the licensing programme has steadily advanced over the last couple of years as Carley and his close knit team chose to let the show build naturally before rolling out product, won praise from licensees. A massive hit in the UK, Peppa Pig is now going international, with recent moves into Poland and Australia just two examples. Elsewhere, expect to see much more of Ben & Holly’s Little Kingdom in 2010, while E1’s film licensing arm is currently getting its teeth into the Twilight saga. Special mentions: There were many worthy candidates for this role, not least Graham Saltmarsh, licensing director for the UK, Benelux and Nordic at Turner CN Enterprises. His sterling work on Ben 10 – plus Bakugan and The Secret Saturdays – has won him many fans in the business. BBC Worldwide’s Richard Hollis, Aardman’s Sean Clarke, Angeles Blanco from RDF and Clare Shaw from Classic Media also all deserve a mention.
FEBRUARY 2010
Before entering the licensing business proper, Traeger spent a staggering 18 years at Marks & Spencer, eight of which as a buyer across horticulture, confectionery and home accessories, which saw him come into contact with Kinnerton and the rest, as they say, is history. Indeed, from there Traeger went on to become one of the first people to secure a Harry Potter licence and managed the co-ordination of one of the first cross category merchandise programmes for the brand to coincide with the launch of the first movie. Having grown the M&S licensed confectionery business significantly, Traeger moved into the wider licensing world as senior licensing manager for toys and food at Entertainment Rights (now Classic Media) in 2004, managing the toy licensees for Postman Pat and also securing master toy partners for Guess with Jess and Rupert Bear. A spell as UK licensing director for soft goods at Hit followed in 2007 – which saw Traeger strengthen relationships with the likes of Next, Mothercare, Bhs and M&S – while 2008 saw him managing the licensed portfolio at wooden toy firm DanJam. He has been in his current role at London 2012 since March 2009 and, with just two years left until the games, expect to see a lot more of Traeger going forward. Special mentions: Director of toys in the UK for Disney Consumer Products, Simon Price has a fine pedigree within this sector. With one of the best portfolios in the business to play with, 2009 saw Price secure deals across all major toy categories for properties including Toy Story, Cars, Disney Princess, Disney Fairies, Mickey Mouse, Winnie the Pooh and Handy Manny. UK licensing manager at Nickelodeon Joanna Bird, Jo Bruce, licensing executive at BBC Worldwide and Jo Adamson, UK licensing sales manager for hard goods at Hit were also highly recommended by licensees and retailers.
LICENSING FANTASY LICENSOR CATEGORY MGR: PUBLISHING
CATEGORY MGR: STATIONERY
ERIC HUANG CATEGORY PUBLISHER BRANDS & LICENSING,
DAVID WOOTLIFF LICENSING DIRECTOR, HALLMARK CARDS
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PENGUIN UK Huang has worked in licensed publishing for almost 15 years, with his career spanning numerous firms and continents. He started as an assistant at Disney Publishing in Los Angeles, where his highlights included setting up the Nightmare Before Christmas book programme in Japan and launching the Toy Story programme. In 2001, Huang moved to Australia to take up the role of managing editor at Penguin in Melbourne, looking after the Disney and Dreamworks programmes, culminating in the Finding Nemo launch that doubled revenues of the licensed list. Three years later and he became publisher at Funtastic’s new book division, helping to grow the company to the number one licensed publisher in Australia. In 2006, Huang moved to Europe and Parragon, to head up its international licensed publishing business out of the Bath office, before taking up his current role a year later. Over the past 12 months, Huang has helped double revenue for Penguin’s licensed children’s list and launched the first publishing programme for a virtual world, Club Penguin. In addition, the Peppa Pig 2008 book programme scooped the Best Licensed Written, Listening or Learning Range at last year’s Licensing Awards. Special mentions: In the last year, Emma Cairns-Smith, head of licensing for Egmont UK, acquired Waybuloo and Timmy Time for the books division of Egmont and Ben 10 for the magazines business. Since joining Egmont from Dorling Kindersley in 2002, she has built up a solid portfolio for the publisher, mixing classic brands such as Fireman Sam, Wallace & Gromit and Postman Pat with newer properties including Shaun the Sheep, Numberjacks and LazyTown. Claire Harding and Richard Haines at HarperCollins are also worthy candidates.
CATEGORY MGR: SPORTS
TOM ROE COMMERCIAL MANAGER, CPLG SPORT Another tough choice, but Roe just edges out his CPS stablemates. At CPLG Sport, Roe manages ECB, RFU, M-Sport and Wembley, while he is also active in FA deal making. Prior to this, he was licensing manager at IMG managing brands including Wimbledon, The Open, Ferrari, EA Sports and Le Mans 24 du Heures, while he was originally introduced to the world of sport licensing at the then Granada Ventures, where he looked after Arsenal and Liverpool among other non-sports properties. Special mentions: While his role as VP of licensing at IMG doesn’t necessarily shout ‘sport’ now, in the past Simon Gresswell worked with players’ agents around the globe and football associations in Europe, plus brands including Wimbledon, the Ryder Cup, Pele and the Azzurri (the Italian national football team), so he’s certainly worthy of a mention. As are Gary Jacobson, commercial manager, and Nicola Lord, senior commercial manager, at CPLG Sport, both of whom have been responsible for some key deals over the past year.
CATEGORY MGR: INTERACTIVE
STEPHANIE FREEMAN LICENSING & PERIPHERALS MANAGER, SONY COMPUTER ENTERTAINMENT EUROPE Video games is possibly the fastest growing sector for the licensing industry at the moment and Freeman, working at one of the console format holders, is right at the forefront. She single-handedly created a licensing programme for peripherals and console accessories across the PlayStation platforms in several key territories, while also managing agreements with third party publishers on their peripherals for the likes of Guitar Hero and Rock Band. Freeman also appointed Target Entertainment as SCEE’s merchandise licensing agent in April 2009 working across the PlayStation software IPs and, more recently, the PlayStation brand itself on consumer products. Special mentions: As a relatively new category for licensing, licensors currently don’t tend to have dedicated managers for interactive. However, Nickelodeon’s UK licensing director John Vasta has struck a number of deals within the sector over the past 12 months and is a popular character within the industry.
Wootliff has a strong licensing background having previously held positions at Hasbro, Disney, Warner Bros Consumer Products and Corgi. At Hallmark for three and a half years, key properties include Forever Friends and Purple Ronnie, plus ranges from Warner Bros and Disney. Indeed, striking the Disney greeting card deal was a particular highlight of 2009, along with launching the Warner Bros and Lego product ranges. Wootliff was also responsible for securing the property everyone wants at the moment, Twilight, with a card range due in 2010. Special mentions: Having worked with Wootliff during his time at WBCP, Rebecca French now manages the gift, home and stationery category, with Hallmark and GB Eye being significant partners. The craft area is also a focus for French, and the last year saw her sign new deals with Crafthouse Press and Hobby Habit. In addition, UK director for stationery at DCP, Claire Peacock deserves a mention. Instrumental in the Hallmark deal, Peacock works across key franchises including Disney Princess, Disney Fairies, Cars, Winnie the Pooh and Hannah Montana.
CATEGORY MGR: APPAREL
CASSIE ALLEN LICENSING MGR (CLOTHING/ACCESSORIES), BBC WORLDWIDE Another strong field of contenders for this category, but it’s working with some of the biggest – and most recognisable – brands in the world which swung it for Allen. With a background at first Debenhams and then WBCP, Allen arrived at BBCW in 2006 – initially working on homewares – before being promoted in 2008 and moving on to the clothing and accessories category. Key deals over the past year include retro Doctor Who t-shirts (Bravado), Top Gear dress-up (Christy’s) and kids tees (TV Mania), Only Fools and Horses tees (Global Licensing) and securing agreements for the new 3rd & Bird clothing line. In addition, she also struck DTRs with M&S and Next for Charlie & Lola and In the Night Garden and is starting to build the programme for ZingZillas. Special mentions: Helping to drive the Disney brand into the adult clothing market with the launch of collections including Disney Couture, has brought the firm’s director of apparel, accessories and footwear, Liam Gallagher, further into the spotlight. Jo Fricker, Hit’s UK licensing sales manager for soft goods, also comes highly recommended.
RETAIL, PROMOTIONS & FMCG
CHRIS TADAY CONSULTANT Taday has been working in licensing and merchandising for over 15 years, including roles at film studios like 20th Century Fox and Columbia Tristar and with Hit Entertainment. Having earned a reputation for developing strong promotional programmes, he has worked with the likes of Kelloggs, Burger King and Nestle supporting key film releases from Cat in the Hat to Spider-man 2, while at Sony he worked with blue chip FMCG brands including United Biscuits and Agfa. Just some of his promotions while at Hit included an FMCG deal with P&G to develop Bob Pampers ranges, plus numerous national newspaper promotions including a significant deal with the Daily Mirror for a toy and book offering for Thomas & Friends. He also struck deals across Europe with Kinder, Unilever, Goodies and a 12-week newspaper promotion with 24 Horas. Taday is currently working on freelance promotional projects on newspaper promotions and brands. Special mentions: WBCP’s retail business development manager, Simon Algie was responsible for some sterling work on Batman: The Brave and the Bold at retail level last year, while he was also involved with the successful Harry Potter Truck Tour at Sainsbury’s stores, getting the initial conversations off the ground with Harrods for the Wizard of Oz 70th anniversary celebrations and various activity around Scooby-Doo. Tracy Griffiths, senior director of UK licensing at Hit, also deserves a mention after numerous recommendations during our research.
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LICENSING FANTASY LICENSOR LICENSING MANAGER
LICENSING MANAGER
ASHLEY HOLMAN UK LICENSING MANAGER, NICKELODEON
ROB GOODCHILD LICENSING MANAGER, AARDMAN ANIMATIONS
One of the licensing industry’s rising stars, Holman has been at Nickelodeon & Viacom Consumer Products for three years, working across the paper products, stationery, health & beauty and food and promotions categories. Over the past year he has been responsible for a number of large scale promotions including last summer’s Spongebob Squarepants deal with Claire’s Accessories, as well as building the licensing programme for the brand outside of the traditional areas with the musical instrument line.
Goodchild has been instrumental in developing Aardman’s strong partnership with Vivid Imaginations to help establish Timmy Time as one of the biggest new pre-school properties in the market. On top of this, 2009 also saw him secure key deals with Blues Clothing, Worlds Apart and Character World. He also relaunched Morph with Flair and Monster Factory and developed the Wallace & Gromit brand into the previously untapped science and gadget categories.
LICENSING MANAGER
LICENSING MANAGER
LIBBY GRANT BRAND DIRECTOR, FLUID WORLD
GEMMA WOODWARD
A director of ambitious start-up licensing and marketing agency Fluid, Grant has been widely praised for her work with Sanrio on the Hello Kitty property. 2009 was the 35th anniversary year for the brand and a special event at Sketch to launch its fashion clothing range pulled in a host of celebs and generated press coverage in OK, Grazia, Heat, Times Style and Dazed & Confused to name just a few. Grant has previously held roles at Ministry of Sound and DCP, where she managed the health and beauty category.
With heritage licensing a huge growth area, Natural History Museum has made solid in-roads in the past 12 months, helped in no small part by Woodward’s deals. The former Sharpcards, ER and TLC exec helped the Museum find a suitable US agent, was responsible for its presence at Licensing International and also secured a number of new licensees across a variety of categories, resulting in NHM being shortlisted for Best Licensed Brand at the 2009 Licensing Awards.
HEAD OF DESIGN
PRODUCT DEV. & APPROVALS
JOHN DAVEY DESIGN DIRECTOR & OWNER,
ANTHEA BULL PRODUCT DEVELOPMENT MANAGER,
JOHN DAVEY STUDIO
E1 ENTERTAINMENT
The creative teams are often the unsung heroes of the licensing world, and John Davey has built up an excellent reputation since he founded the firm. His expertise lies in creating visual identities and style guides for some of the biggest brands around, having cut his teeth designing Superman t-shirts for a small design group in Fulham and then running Funhouse, which specialised in design and marketing for the kids and youth market. Most recent projects have included developing the style guides for Bookaboo, Atari and Masterchef. The firm has also worked on several projects for BBCW (including Top Gear, Doctor Who, Torchwood and ZingZillas), plus Waybuloo for RDF and is now working with Rocket Licensing on the Hornby family of brands. Aardman, Chorion, Coolabi, Hasbro, Kinnerton and Global Licensing also sit on the client list.
MARKETING
JENNY SMYTH MARKETING EXECUTIVE, TURNER CN ENTERPRISES No licensor would be complete without someone whose role it is to make sure everyone else in the industry knows how brilliant it is. Key achievements for Smyth in 2009 included organising the rebrand of Turner CN Enterprises and managing the firm’s first showing at Brand Licensing Europe. No easy feat when you consider this included the stand build (along with the creative director) and the TV Lounge presentations. The launch of the Ben 10 Alien Force toys in Hamleys saw Smyth organising instore activity, branding the entire store, arranging competitions, costume visits and goodie bag giveways for the week-long promotion, while activity for Alien Swarm included a cast visit, postcard signings and in-store entertainment at Toys R Us Brent Cross. Smyth began her career in the licensing industry at Chorion in 2005.
FEBRUARY 2010
LICENSING MANAGER, NATURAL HISTORY MUSEUM
It seems the E1 team certainly made an impression in 2009 – Bull was overwhelmingly recommended for this role, with many licensees simply saying she is a delight to work with. She single-handedly manages the product development and approvals of over 70 licensees across all of E1’s properties, including Peppa Pig, Ben & Holly’s Little Kingdom and Humf. Which, in her words, actually means she plays with toys all day. Special mentions: Dawn Bushnell joined Ludorum last October having built up a solid list of contacts at Hit Entertainment, where she spent three years working across the firm’s pre-school properties as product development manager for hard and soft lines. She is now focusing on Ludorum’s Chuggington, dealing with a steadily growing portfolio of licensees.
DO YOU AGREE? Candidates were chosen on the strength of their overall experience, performance of their brands over the past 12 months and who had that general good old fashioned likeability factor. Contributions were taken from various industry notables, including key licensees across a range of categories and High Street and online retailers. Our dream team is all entirely subjective, of course, but if you feel that we haven’t made the best selections for our fantasy licensor, please do email Samantha.Loveday@intentmedia.co.uk with your alternative suggestions.
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LICENSING 2010 PREVIEW
The
2010 hot list
Despite tricky economic conditions throughout 2009, there was still a good mix of new properties and brand extensions on existing licences hitting retail. This year, there’s another bumper crop to look forward to - from hotly tipped movies such as Toy Story 3, Iron Man 2 and part one of Harry Potter and the Deathly Hallows, to established favourites like Wallace & Gromit, Doctor Who and Barbie, not to mention some milestone anniversaries. Samantha Loveday takes a look at what’s coming up from some of the key players...
20th Century Fox Tel: 020 7437 7766
4Kids Entertainment Tel: 020 7297 5995
Fox Licensing is set to build on its already impressive toy line for James Cameron’s Avatar with a second wave of action figures from Mattel; limited edition mini busts from Gentle Giant; statues, maquettes, life-size busts and dioramas from Sideshow Collectibles; a line of costumes from Rubie’s; and jewellery and prop weaponry from The Noble Collection. Meanwhile, moving the focus onto two of its classic sci-fi franchises, the firm will introduce new lines for Aliens and Predator. NECA will premiere a full range of action figures and bobble heads based on the upcoming Predators (July 9th), as well as previous films in the franchise, while Sideshow Collectibles will debut a line of high-end collectibles for Aliens and Predators. The eagerly awaited movie version of The A-Team (June 11th) will benefit from action figures, vehicles and electronics from Jazwares. Moving on to family-fare, and Fox has signed up Pressman Toy Corporation for Diary of a Wimpy Kid (April 2nd). The firm will roll out 200-piece puzzles based on the classic book art and an original board game. Finally, for Ramona and Beezus (August 13th), Madame Alexander Doll will launch a line of collectible dolls.
Yu Gi Oh 5D’s is the latest instalment in the highly successful franchise – the TV series is broadcast across the world and is accompanied by the trading card game from Konami, which last year entered Guinness World Records as the best selling TCG of all time. A new video game is now available, while toys are distributed by Upper Deck. Other licensees cover stationery, back to school, puzzles, publishing, apparel and yo-yos among other products. Meanwhile, Dinosaur King is now airing in over 25 territories. Upper Deck’s trading card game is selling in solid numbers, while toys distributed by Vivid, Upper Deck and Top Toys are available in the UK, France, Benelux, Germany and the Nordics. Licensees are on board for more than 80 other categories. 4Kids will also continue to focus on Artlist Collection: The Dog, The Cat and The Pig, while pre-school property WordWorld is set for a big push. The company is aiming to build a licensing programme across a variety of categories; in the US licences already exist for construction toys, arts and crafts, DVDs, publishing, party goods, software and iPhone applications.
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LICENSING 2010 PREVIEW
Aardman Tel: 0117 984 8956
BBC Worldwide Tel: 020 8433 2556
New live action series Wallace & Gromit present A World of Invention is expected to air on BBC in late 2010 and also been picked up by ABC Australia. The Wallce & Gromit brand has been boosted in the UK with the recent exhibition at the Science Museum in London; this will travel to the Glasgow Science Centre from April 2010. Wow Stuff has also launched a line of ‘real cracking contraptions’, invention games and toys inspired by Wallace’s inventions. Timmy Time has been such a hit with Cbeebies that a further 26 ten-minute episodes have been ordered to follow on from the 52 already in production, with the new series slated to start shooting from June. In the UK, Aardman has secured a number of key new licensing partners, including Next for a wide range of apparel, Blues Clothing for outerwear and leisure, Worlds Apart for ready beds and children’s furniture and Mookie for playballs. Master toy Vivid has broad distribution across plush, play-sets, games and puzzles, while Golden Bear has wooden toys and Trademark Collections has bags and accessories. Finally, Shaun the Sheep has 28 UK licensees – including Golden Bear as master toy and Egmont as publishing partner – in addition to numerous international licensees.
2010 is already looking like it will be another strong year for BBCW – its children’s properties are continuing to draw in big audiences, while Doctor Who is back proper and adult brands including Top Gear remain a focus. Products for 3rd & Bird began to roll out in January. The show, created by Josh Selig with The Wonder Pets’ producers Little Airplane Productions, racked up some solid ratings following its debut on Cbeebies in July 2008. It uses unique ‘photo-puppetry’ animation, combined with rhythm, music and song. Muffin Lovebird provides the main focus for the initial toy lines, including the ‘Do the Muffin’, as well as plush toys, play-sets, books and puzzles. In addition, In The Night Garden will have a busy year as the friendship theme becomes the foundation for much of the upcoming product. “We’ve got fantastic products rolling out throughout the year, giving us a really strong advantage,” comments BBCW’s head of UK licensing, Richard Hollis. “In particular, we’re excited about Fisher-Price’s 3rd & Bird range and the high profile regeneration of Doctor Who brings great opportunities for licensed product.”
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LICENSING 2010 PREVIEW
Bulldog Licensing Tel: 020 8325 5455
Chapman Entertainment Tel: 0870 403 0556
Chorion Tel: 020 7061 3874
“We represent one of the strongest portfolios on the market,” explains Bulldog MD Rob Corney. “From one of the biggest brands around in Gogo’s Crazy Bones, to a huge hit TV show in Thumb Wrestling Federation, our major design-led brands Goochicoo and Little Ewe and our ever popular classic lines Roland Rat, Andy Pandy and Bill & Ben, every aspect of our portfolio attracts a strong consumer market.” 2009 was certainly a successful year for Bulldog, in particular for Gogo’s and TWF. For the former, licensees are in place for toys, plush, board games, wheeled toys, publishing, apparel, stationery, greetings cards, footwear, calendars and posters. TWF, meanwhile, broadcasts across the BBC network (with season five currently in preproduction) and licensed categories include toys, apparel, sticker books, posters and greetings cards. Both Goochicoo and Little Ewe are making significant headway on Moonpig.com, while the programme for Roland Rat is gaining momentum, with Posh Paws, Poetic Gem, Promonet and Smiffys signed up. Finally, pre-school show Super Why is rating well on Nick Jr and has partners signed for toys, dress up and publishing.
First ever public appearances for Stingo, Violet and Primrose will take place at Toy Fair. The special character appearances are part of the celebrations for the fifth anniversary of Fifi and the Flowertots which, since its launch in 2005, has gone on to become one of the most popular girls’ pre-school brands in the UK. The show now boasts over 48 UK licensees, while it is also receiving a strong international responses, sold into 148 countries worldwide. Fifi and the Flowertots, along with Chapman’s other brand Roary the Racing Car, will be on display at the Vivid Imaginations, Gosh International and GB Eye stands at Toy Fair. Chapman is also working to secure deals for its two new properties, Little Charley Bear and Rah Rah the Noisy Lion, launching in 2011. “I like to think that attendance at this year’s Toy Fair will be much better than in 2009,” says Chapman’s director of licensing, Valerie Fry. “We have a new location and things are beginning to look up for the toy industry. The climate is more positive generally and we are confident of a better 2010.”
Noddy in Toyland is starting to make forays in both the international broadcast and licensing arenas. The series has had a successful debut on Five’s Milkshake and Bandai’s toy line has enjoyed placements with Argos, Toys R Us and The Entertainer. Internationally, the show is forging ahead in France and Portugal and has just launched in Spain. New areas for Mr Men and Little Miss, meanwhile, include seasonal ranges, novelty items and interactive categories. The World of Eric Carle continues to be a key emerging brand for the firm, with a successful apparel launch in the UK and a number of new deals secured worldwide. Rainbow Designs will be introducing wooden lines early this year to complement its plush and nursery items. Chorion’s newest initiative for the brand will see it building on its publishing foundation. Plans are underway to create a new educational framework that will be integrated into toys and activity product ranges for young children. Finally, Olivia continues to be a key focus. Global master toy partner Spin Master is developing a line for roll out in the autumn, while Simon & Schuster will also be releasing new TV tie-in books for autumn/winter in the UK. Chorion is currently seeking partners in the crafts and activities, seasonal, sports and outdoor categories for the property.
FEBRUARY 2010
First ever public appearances for Stingo, Violet and Primrose will take place at Toy Fair in support of Fifi and the Flowertots.
LICENSING 2010 PREVIEW
www.toynews-online.biz
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Classic Media Tel: 020 8762 6200
CPLG Tel: 020 8563 6400
DCD Publishing Tel: 020 7297 8117
“I’m bullish about 2010, as I think all of us are at Classic Media,” asserts Andrew Kerr, EVP international marketing and consumer products. “We are well positioned to provide the consumer with original and entertaining content and product based upon it that offers real novelty and value for money.” 2010 will see the first ever Postman Pat Special Delivery Service live theatre tour roll out nationally from February, with an ambitious schedule that will see more than 160 shows delivered at 90 venues. On the consumer products front, new lines from Character Options will include vehicles and play-sets, while new licensee HTI (formerly Halsall) is due to release die-cast vehicles and pocket money toys for the New Year. Following its successful launch on Cbeebies in November 2009, a number of licensees are readying Guess with Jess lines. Master toy partner, Fisher-Price has six skus launching in 2010 including plush, bath and plastic toys. The highlight of the range will be the TV advertised Yippety Yay feature plush. A targeted print media campaign – expected to reach six million readers – will hit key parenting titles including Mother & Baby and Prima Baby magazines from January. Finally, Tinga Tinga Tales will make its broadcast debut on Cbeebies in February. Bandai and Penguin are already on board as global partners.
The agency’s entertainment division is expecting a busy start to 2010 with a number of potential blockbuster movies to work on, as well as its roster of existing and new properties. Dreamworks’ titles How to Train Your Dragon, Shrek Forever After and Megamind are all due for release this year, while the CPLG team are also working on Universal’s Despicable Me, Nanny McPhee: The Big Bang, plus Studio Canal’s Around the World in 50 Years. The new toy line from Mattel is sure to give the WWE brand a big boost, while Novel’s Horrid Henry, plus Sesame Street and Elvis will all be enjoying further activity. New to the agency’s books are the BAFTA award winning Bookaboo, whiskey brand Famous Grouse, Shoot and The Wombles, while 2010 also marks the 60th anniversary of Peanuts. “We are feeling confident and robust as we start 2010,” says UK MD Vickie O’Malley. “We have a great portfolio of properties with wide reaching appeal and are able to offer our partners, existing and new, the very best support.”
Richard Hammond’s Blast Lab is still on a high following the host’s BAFTA win at the end of 2009, and it is set to be one of DCD’s top properties for 2010. Trends launched a range of fun science Blast Lab products at the Hong Kong Toy Show, while another major partner is on board with product due to launch in early 2010 alongside the broadcast of the new season of the show. The property is already enjoying publishing success, with seven children’s and activity books released since last February by Dorling Kindersley. There are also two major launches planned for the first half of 2010. Meanwhile, Puppy Love will be the first toy to come out of DCD’s new music merchandising division. The puppy, currently in development to hit the key Christmas 2010 season, will sing the original Donny Osmond song, with DCD working with Chrysalis Music, Universal Music, Big Ideas and Posh Paws on the idea. “As retailers recover from the recession, more than ever they will want to put a smile on the face of their customers,” says Michael Gottlieb, head of licensing and music merchandising at DCD Publishing. “We are well placed to licence their portfolio of top flight entertainment brands and will continue to provide innovation and creativity to their clients.”
The new toy line from Mattel is bound to give the WWE brand a boost, while Horrid Henry, Sesame Street and Elvis will enjoy further activity.
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LICENSING 2010 PREVIEW
Disney Consumer Products Tel: 020 8222 1000
E1 Entertainment Tel: 020 7907 3797
February will see the addition of a new character to the Disney Princess brand – Princess Tiana from The Princess and The Frog. The animated comedy launches across the UK on February 5th, with the toy ranges launching in spring/summer. Mattel has a range of fashion and mini dolls for Disney Princess and the new film; Zapf is launching large Princess dolls; Ravensburger will have puzzles; Cartamundi will have card games; while there will be arts and crafts products from Crayola, Moon Sand and Dough. Toy Story 3 is bound to be one of the main talking points this summer. Strong toy lines are launching from Mattel, Lego and Vivid, while HTI will have wheeled toys. There will also be Toy Story 2 product – to accompany the 3D release of the film – launching from January. In addition, Lego will have Prince of Persia product to tie in with The Sands of Time; Character is developing product for Phineus & Ferb; while spring/summer will see the arrival of a new toy line from Mattel for Cars Toons, as well as DCP product across a wide range of other categories.
The licensing programme to support Ben & Holly’s Little Kingdom is due to launch at retail in 2010. Golden Bear will be previewing its master toy collection at Toy Fair, while Rainbow Productions will have character costumes in attendance on press day and Jumbo Games will be showing its range of puzzles and games. There are currently 13 licensees in the programme; Penguin Books will be the first to launch product in March, with the complete range launching in July. Meanwhile, Peppa Pig is continuing to go from strength to strength, with the pre-school property displaying year on year growth. Master toy licensee Character Options will be launching a boys-led range featuring Granddad Dog’s garage and mechanic George for 2010. Halsall, Mookie, Worlds Apart, Golden Bear and Jumbo will also be previewing items from the licensing programme which now boasts 55 licensees. January saw a campaign kick off in Asda, with Peppa Pig pin badges, plush and bags for life on sale to raise money for Tommy’s baby charity, supported by in-store and online activity. E1 will also be running a nursery campaign in association with Tommy’s in the first half of 2010, plus a number of retail initiatives tied in to the stage show, which continues to tour throughout the year. 2010 will also be the year that E1 starts to proactively develop its film licensing business. “2009 was an incredible year for E1 and we enter 2010 full of positive optimism,” says head of licensing, Andrew Carley. “We couldn’t wish for a better line-up of properties and I have no doubt that once launched Ben & Holly’s Little Kingdom will be joining Peppa Pig as one of the most compelling pre-school properties of recent years. I’m also incredibly excited about developing the film licensing side of the business and expanding our portfolio beyond our core kids offering.”
Toy Story 3 is bound to be one of the main talking points this summer. Strong toy lines are launching from Mattel, Lego and Vivid, while HTI will have wheeled toys. Toy Story 2 product will also be launching to back the new 3D film release.
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LICENSING 2010 PREVIEW
FremantleMedia Enterprises Tel: 020 7691 6000
Hit Entertainment Tel: 020 7554 2500
Merlin will remain a key focus for FME in 2010. A third series has been commissioned by BBC1, while the company has also appointed a UK toy figurine licensee. Series two of the show pulled in a peak of six million viewers and a 31 per cent audience share, while FME has sold series one to 52 broadcasters in more than 180 countries. Getretro will be producing action toy figurines of the main characters, The Dragon and other magical creatures, as well as play-sets. Starting with lead characters Merlin and Arthur, Getretro is aiming to have prototypes ready for Toy Fair, with the first products hitting retail to coincide with series three in autumn 2010. The company will also be looking to produce branded stamp covers and sheets. Other existing UK licensees for Merlin include Random House, Topps, Danilo and Christy’s.
It’s shaping up to be another busy year for Hit. Starting with Thomas & Friends, and the brand is celebrating its 65th anniversary, supported by a marketing campaign across the whole year. The all-new CGI animation will debut, backed by new product from Fisher-Price with the portable Take n Play range (spring) and Mega Brands with its new construction toys (autumn). In addition, Fisher-Price has also secured the distribution rights to Thomas & Friends pre-school Trackmaster for Europe, Middle East and Africa, effective from June 1st 2010. The new CGI series of Bob the Builder – Ready, Steady, Build – is set to broadcast on CBBC from early 2010. This will be accompanied by the launch of DVD special The Legend of the Golden Hammer. Vast marketing and retail campaigns will feature across the year, with new products hitting shelves, lead by master toy licensee Martin Yaffe. Deals have also been signed with HTI (die-cast), Zap (bedding) and MV Sports (bikes). On to Fireman Sam, and UK master toy partner Character Options will be launching The World of Fireman Sam with play-sets and locations featured in the CG show, including the fire station, mountain rescue lodge and Whole Fish Café. Product will also be available for distribution and opportunities throughout EMEA. 2010 will also see the release of the first ever Fireman Sam full length DVD special, The Great Fire of Pontypandy. MV Sports and Fashion UK will be launching tie-in product. Angelina Ballerina, meanwhile, will welcome a standalone monthly magazine with new CGI look from Kennedy in February, while the autumn will see Ladybird/Penguin publish four new titles. In addition, an interactive website and iPhone application have launched in the UK and US. “Overall consumer confidence levels appear to be returning slowly, but the increased VAT as of January will have an impact in the first quarter and inventory levels will continue to be controlled tightly,” offers Peter Byrne, EVP international consumer products. “I think the trade will back tried and tested winners.”
UK master toy partner Character Options will be launching The World of Fireman Sam with play-sets and locations featured in the CG show, including the fire station, mountain rescue lodge and Whole Fish Café.
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LICENSING 2010 PREVIEW
Ignition Licensing Tel: 01932 826280
Kindle Entertainment Tel: 020 7748 5277
LazyTown Tel: (354) 590 1700
The world of Marzipan was created for greetings card publisher Paper Rose by artist Beverley Edge in 2005. Today, over three million cards have been sold worldwide and UK listings include all major supermarkets and independent retailers. After the successful launch of Marzipan’s Toybox last summer, Ignition is now looking to grow the brand further. It is targeting toys, games, accessories and nursery product categories. Kerwhizz, meanwhile, is an interactive quiz show for pre-schoolers airing on Cbeebies. Ignition is initially targeting master toy, publishing, DVD and interactive partners. Finally, the firm has signed up Treasure Trove as the master toy for The Saddle Club, with the firm launching its line at Toy Fair. Ignition has also signed Redan for magazine rights, adding to an already healthy list which includes E1, Random House, Koch Media and PopGirl TV.
Kindle is continuing to work closely with Start Licensing on the programme for Big & Small. Master toy Jumbo will be showcasing a collection of puzzles at Toy Fair, with the range including 35piece puzzles in two designs, Big and Small shaped puzzles (12 and 24-piece) and a four puzzle box set. New products include giant playing cards and a lotto game. Little Star Creations will be showcasing magnetic Big & Small height charts, while Rainbow’s character costume will also be wandering the show. Other licensees include Avanquest, Kids Music, Fashion UK, C&M Licensing, Zak UK, Paper Projects and ITV.
The firm believes that the LazyTown brand is well on its way to becoming an evergreen and 2010 will see it branch out into even more areas. Health clubs, holiday parks and more live events will join the existing licensing programme, with Martin Yaffe unveiling new products and other licensees continuing to add to their ranges. Internationally, LazyTown is also looking forward to another solid year, with the show now on air in over 128 countries. Sportacus will be the figurehead of Sports Relief for the under sevens during this year’s fundraising activities, while Longleat will play host to Sportacus and Stephanie in July and August for a repeat of the successful summer 2009 appearances. “In these difficult times, it is great to have a brand that has such an important social message so that we remain relevant and front of mind for families,” says Katie Foster, director of brand and licensing at LazyTown. “The focus on healthy eating continues to grow as parents look for ways to encourage their children to eat and behave in a healthier manner. If parents see how their children can be influenced in such a positive way then they will always want to buy LazyTown products.”
Health clubs, holiday parks and more live events will join the existing LazyTown programme, with Martin Yaffe unveiling new products and other licensees continuing to add to their own ranges.
FEBRUARY 2010
LICENSING 2010 PREVIEW
www.toynews-online.biz
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Ludorum Tel: 020 8849 8735
Marvel Entertainment International Tel: 020 7858 2002
A full brand roll out for train-based brand Chuggington will be hitting retail from the spring, with Ludorum having secured deals with over 25 UK licensees across multiple categories. The consumer products programme will be lead by Learning Curve’s toy line, which will be TV advertised and boast a large presence at Toy Fair. Parragon has secured the rights to multi-territory publishing; the firm has already released four titles exclusively with M&S, followed by a wider roll out to retailers including Waterstones, WH Smith, Morrisons, Tesco, Sainsbury’s and Asda. Over 20 titles will follow throughout 2010. In addition, Chuggington has a stand alone magazine from DC Thomson and is also included in Cbeebies Magazine. Three DVDs were released in 2009 from 2Entertain, with a further three scheduled for release throughout this year. Other pan-European licensees signed up include Ravensburger, All in 1 and Publications International, while key UK partners include Halsall, Gemma, Tiger Print, Trademark Collections, VMC, Zak Designs, Character World, Creative Cake Company, Pyramid Posters, Roy Lowe and William Lamb. Apparel is lead by Blues and Aykroyd TDP. “We are delighted to welcome aboard so many distinguished licensees to the Chuggington consumer products programme,” says Julian Day, VP UK consumer products at Ludorum.
The focus for Marvel in the first half of 2010 will be on the sequel to the hugely successful Iron Man, due for release in the UK on April 30th. Marvel has already assembled a blue chip roster of toy licensees including Hasbro, Silverlit, Mega Bloks and Big Ben, all of which will be rolling out a vast range of toys and accessories based on the blockbuster. Retail support for the hardline programme will include Tesco, Toys R Us, Smyths and Argos among others. Additionally, there will be significant support on the softlines programme from George at Asda. Other key categories include a line of dress up from Cesar, as well as a video game from Sega. Marvel is also developing a licensing and merchandising plan to support The Super Hero Squad Show. Recently launched in the UK on Nicktoons, characters included in the show are Iron Man, Captain America, Thor, Silver Surfer, The Incredible Hulk and Wolverine. Toys, accessories and apparel are leading the way, with Marvel looking to further build on the programme throughout 2010. “Marvel will have a phenomenal toy line up in the coming year – with an exciting and engaging range of merchandise based on Iron Man 2, Super Hero Squad and, of course, Marvel’s classic Spider-man, among many other new introductions – squarely positioning Marvel as the number one toy brand in the boys space,” Simon Philips, president of worldwide consumer products at Marvel, offers.
Marvel has assembled a blue chip roster of toy licensees for Iron Man 2 including Hasbro, Silverlit, Mega Bloks and Big Ben, all of which will be rolling out a vast range of toys and accessories based on the blockbuster. FEBRUARY 2010
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LICENSING 2010 PREVIEW
Mattel Consumer Products Tel: 01628 500000
Nickelodeon Tel: 020 7462 1000
Over The Moon Tel: 05601 853346 (KJG)
The successful 50th anniversary campaign has provided Barbie with a platform to continue to build an adult-focused fashion offering. Solid sell-through was achieved throughout 2009 on items such as Miss Selfridge’s Barbie tee and the Paul’s Boutique Barbie handbag line. Other sell-outs included items from Barbie’s first DTR offering with New Look. MCP is looking to continue this momentum in 2010 with the renewal of several associations including Paul’s Boutique, Top Shop and Miss Selfridge, alongside new collaborations with retailers such as Jane Norman. The Barbie core licensing programme also continues to grow with the introduction of tween and child-focused electronics, beauty, apparel and sporting goods. New CGI Hot Wheels: Battle Force 5 will lead the way for the boys, while Scrabble is notching up a solid portfolio of licensed products with a strong presence in the novelty gift category. The latest collaboration is with gift and stationery firm Wild & Wolf. 2010 will also see the launch of the Monster High franchise, with fashion dolls and plush already planned. For Fisher-Price, meanwhile, a number of new licensing initiatives will be launched throughout the year. The Animals of the Rainforest infant and toddler clothing line got off to a strong start, while Fisher-Price publishing continues to roll out. Created with HarperCollins, the collection of books aims to bring to life themes from the brand’s core and baby gear ranges such as Rainforest and Precious Planet. The New Year will also see the launch of a new collection of car seats with TeamTex, plus new items from outdoor partner Martin Yaffe. “2009 was a challenging year and the economy is going to continue to challenge us,” says Jo Broadfield, senior licensing director at MCP. “We have proved, however, that with sustained investment in innovation, product development and marketing, strong brands will succeed in offering consumers and retailers good value.”
Pre-school property Dora the Explorer is celebrating its tenth anniversary this year. The theme ‘Explorers Wanted’ will unify on-air programming with off-air activity, including linking logos, refreshed creative, style guides and packaging, as well as specially developed episodes. Already set for release are 25 new toy lines, five DVD titles, 11 story books and Dora’s first ever UK music album. Following the success of Spongebob Squarepants’ tenth anniversary celebrations, there will be a continued growth in 2010 with toy lines being developed by new master toy partner Jakks, consumer electronics from Linmark, while Grossman is creating a new range of wheeled toys. The Wonder Pets has two new DVD titles from Paramount Home Entertainment, books from Simon & Schuster and a school house play-set from Fisher-Price. Tie-ins with key retail partners are planned throughout the year using price promotions and goody bag giveaways. New toy lines are also due from Vivid, Martin Yaffe, Sakar and Ravensburger for iCarly, while partners for family adventure film The Last Airbender include Spin Master, Simon & Schuster and Alpa.
Pip greetings cards are stocked in over 500 UK outlets – including Fenwicks and all branches of John Lewis – and a key focus for 2010 will be on expanding into other licensed categories. Licensing agent Kirsty Guthrie from KJG has already put together a deal that will see Bluebird Brands develop a comprehensive range of Pip-branded mugs, coasters, purses, wallets and umbrellas. This year is likely to see growth into the apparel sector, with underwear, nightwear, t-shirts, outerwear, footwear and accessories all being targeted. Other potential categories include stationery, melamine, housewares and home textiles. “When looking forward to 2010 I sense opportunity and good fortune in the air,” Guthrie asserts. “The licensing industry has got a lot to look forward to. Retail is bouncing back and the strong brands that I represent were able to pull through the tough times very well.”
FEBRUARY 2010
2010 is the tenth anniversary of Dora, with a special ‘Explorers Wanted’ theme running on and off air.
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LICENSING 2010 PREVIEW
Performance Brands Tel: 020 7730 9606
PPC Enterprises Tel: 020 7439 4944
Rainbow SpA Tel: +39 07 1750 6750
Toys and collectibles will be a key market focus for ambitious Performance Brands in 2010, according to joint MD David Ball. “Given the nature of our core business within this area, helping kids, we are much more focused on the creative, active and learning categories within toys,” he says. “We feel that this will be particularly strong in 2010, as parents continue along the trend of helping their children to develop through encouraging learning and interaction.” The Numberjacks licensing programme will be extended into the greetings and party, educational toys, apparel, underwear and socks, food and drink, stationery, posters, calendars and publishing this year. Existing licensees include Gosh, Ravensburger, Zeon, Egmont Books, Creativity and Gelert. Meanwhile, the firm will be looking to grow the Build A Bear offering. A number of licensees are already on board including The Game Factory and Westland Giftware. “Build A Bear and Nintendo will help to drive social interaction and Planet Cook and Numberjacks will continue to focus on learning important skills,” Ball continues.
The Pinky & Perky Show is continuing to pull in some solid ratings and this is now matched by its licensing programme – games, toys and branded tshirts are available, while a stage show is set to tour in 2010/2011 courtesy of Fiery Light. The Hive, meanwhile, is attracting attention, despite not being on air yet. The CGI animation has been signed by GMTV and CITV in the UK, while PPCE is also in talks with a major global pre-school broadcast partner. Aykroyds TDP is on board for children’s apparel, while talks are also underway for footwear and publishing. Finally, the licensing programme for Monty Python will remain a focus, with the brand already boasting t-shirts, posters, SWP machines and greetings cards. “All our brands are performing extremely well,” offers Mark Hurry, PPCE legal and commercial director. “Monty Python and Pinky & Perky are both red hot at present and The Hive promises to be absolutely huge.”
Master toy partner Bandai is due to launch a vast range of Pop Pixie products throughout Europe this year. This will include play-sets, action figurines and a number of accessories. The launch will be coordinated with the debut of the TV series in the autumn, with TV ad support in each territory. In addition, Huntik’s main toy lines will also be launched this year. Master toy Upper Deck has seven ranges including six-inch basic character figures, six-inch Titans and nine-inch deluxe Titans. The toy launch will be supported by instore promotions, TV and print campaigns, as well as product listings in catalogues and gift guides. Upper Deck will also continue the distribution of its 3D collectible mini figurines in blister packs, with four characters in each. Moving on, and plans for Winx Club revolve around the Believix theme from the fourth series. Magic wings and 12 cm dolls have been added to the line, while the In Concert and Love & Pet themes will be bolstered with the introduction of three new items including Winx in Concert electronics. This is a motion sensor doll which lights up and sings one of five songs when the microphone is placed near its face. The Believix range of fashion dolls will have over ten collections, each one dedicated to a specific theme with its own launch date, supported by TV ads. The toy launches will also work in tandem with live Winx Club events in 2010, such as the second 3D feature film and the Winx on Ice show.
FEBRUARY 2010
The success of The Pinky & Perky Show on-screen is now matched by its growing licensing programme off-screen.
LICENSING 2010 PREVIEW
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RDF Rights Tel: 020 7013 4347
Rocket Licensing Tel: 020 7207 6242
Key highlights for RDF in 2010 will include the roll out of the second phase of Waybuloo products. Ranges from Martin Yaffe, Golden Bear, Mondo, Inspiration Works and Worlds Apart are all due in spring/summer. Other categories launching in 2010 include apparel, footwear, dress up, bedding, confectionery, celebration cakes, social expressions, melamine and lighting. Following a strong year in 2009, Mister Maker is looking to grow its share of the arts and crafts sector, with new ranges rolling out from Creativity International and books from Dorling Kindersley. Mr Bean will be making a TV comeback on ITV3 in celebration of the character’s 20th birthday. In terms of product, a retro adult apparel line is coming from Somerbond, Universal is releasing the Mr Bean DVD box set in Q4, while other categories in discussion include plush, gifting and children’s apparel. Finally, the Yo Gabba Gabba live tour will be hitting the UK. Spin Master, Worlds Apart, H Grossman, Trademark Collections and Character World are just some of the licensees backing the brand.
Three years after it first hit bookshelves, The Dangerous Book for Boys has become something of a cultural phenomenon. Licences range from conventional products such as t-shirts, confectionery, cards and calendars which leverage the imagery of the book, through to products which focus on the actual content, including card games, board and travel games, wooden puzzles, tins, puzzle balls and science kits. Indeed, Thames and Kosmos’ classic chemistry set has been nominated in the Speciality Toy of the Year at the US awards in February. A major push for Rocket this year will be on the Hornby brands. The firm has earmarked the publishing, stationery, gifts and computer accessories sectors for Hornby, while Scalextric will be the target of a boys and gifting line. For Airfix, as well as apparel, accessories and publishing, there is also the opportunity to brand gifts, games and arts and craft items. Finally, for Corgi, Rocket will be looking at stationery, publishing and housewares.
RDF will begin the roll out of the second phase of Waybuloo products - ranges from Martin Yaffe, Golden Bear, Mondo, Inspiration Works and Worlds Apart are all due in spring/summer.
FEBRUARY 2010
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LICENSING 2010 PREVIEW
Start Licensing Tel: 020 8337 7958
Target Entertainment Group Tel: 0870 164 7474
As well as working closely with Kindle on Big & Small, Start is also developing a range of stationery and gift products with Wild & Wolf derived from artwork sourced from The Beano and The Dandy archives. These join other key products such as Smiffy’s Bananaman and Desperate Dan dress ups; new stationery lines from Blueprint Collections featuring Bang on the Door Fabric Animals and a growing range of Honey Monster products including Smiffy’s dress up. “We have tried to develop a portfolio which is based on classic type properties with a proven audience and track record,” explains managing director Ian Downes. “This strategy has stood us in good stead in recent times and I think this is vital going forward. You need to be focused and be really sure that your properties have value built into them. “Properties like Bang on the Door, The Beano and Honey Monster all have a solid foundation to build on.”
TEG’s priorities for the first half of the year will be to secure initial licensees for the PlayStation brand. Primary target demographic is males aged 18 to 40, with the firm looking to licence a range of high spec/high fashion items including apparel, accessories and gifts. Target has already secured a number of deals across PlayStation IP such as LittleBigPlanet, Ratchet & Clank and God of War including plush and accessories, figurines, children’s nightwear, underwear and outerwear, posters, badges, stickers, adult t-shirts, sweatshirts and bags. At Toy Fair, Target will be specifically looking to secure toy partners for EyePet and Invizimals. Also on the books are pre-school property Fluffy Gardens and Brit Chicks. Electronic and craft products will be sought for both of these are Toy Fair. In addition, Spring Fair will see the firm looking to secure licensees for all brands across greetings and gift, stationery, toiletries, bed linen, watches and accessories. Helen Howells, Target’s commercial director, says: “We’ve already seen the market starting to pick up and we are going into 2010 confident of the brands we are managing. We are particularly thrilled to have secured the right to represent the licensing for the PlayStation brand in Europe, Middle East, Africa and Australasia, which will perfectly complement and help drive our activity around the individual gaming franchises.”
TEG’s priorities for the first half of the year will be to secure initial licensees for the PlayStation brand. A number of deals have already been sealed across PlayStation IP such as LittleBigPlanet, Ratchet & Clank and God of War.
FEBRUARY 2010
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LICENSING 2010 PREVIEW
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Turner CN Enterprises Tel: 020 7693 1121
Warner Bros Consumer Products Tel: 020 7984 6179
A year since the division was repositioned, Turner CN Enterprises is looking forward to 2010. Unsurprisingly, the development of the Ben 10 franchise remains a priority. The fastest growing property YTD (according to the latest NPD data), Ben 10 is now worth £1 billion at retail, while a new series is due this year to support the licensing programme which now boasts more than 350 licensees. The Enterprises team is still actively signing up new partners. Following the successful launch of the first Ben 10 iPhone app – Ben 10 Mouth Off – TCNE has ambitious plans to grow the digital side of the business. Four more iPhone apps are planned for 2010 and more content from the franchise will be available on DVD and to download onto digital platforms. A new video game is due to hit in March, while TCNE will be developing its live events strategy. Moving on, and Bakugan continues to perform well across the EMEA region and is the second fastest growing property YTD (according to NPD data). A new series – New Vestrioa – kicked off in the UK in January and will roll out across EMEA throughout the year. Spin Master’s toy line leads the way for licensed product, while there are over 200 licensees on board covering all key categories. Key launch partners have also been assembled for The Secret Saturdays. Mattel is global master toy licensee, D3P has already released a video game and Rainbow Productions will be producing costume characters to be used in promotional meet and greet events. Deals are also close to being signed on celebration cakes, outdoor toys, apparel and footwear in the UK and bags in Spain. Finally, TCNE will be acting as licensing agent for new animated comedy/action series Hero: 108. “2009 was a tough year for the industry but it’s been encouraging to see how many of our contemporaries have managed to ride out the storm, which will result in a stronger, more efficient industry in the longterm,” offers Alan Fenwick, VP of TCNE. “Despite the economic problems we managed to double our business last year.”
“I’m feeling really positive about the coming year and I believe that consumer confidence will continue to grow in 2010,” says Paul Bufton, general manager of WBCP UK. “Our business is fortunate in that our portfolio really does have something to offer everyone and it’s this broad appeal that we intend to exploit in the New Year.” The eagerly awaited first part of the Harry Potter movie finale – Harry Potter and the Deathly Hallows – is due for release in November. The film will be supported by one of the most comprehensive Potter licensing programmes of recent years. New master toy for EMEA Tomy joins firms including Electronic Arts, Hasbro, Rubie’s, Panini, DeAgostini, BBC Children’s Books, Jumbo and the Noble Collection. WBCP also has ambitious plans to build on the launch of Batman: The Brave and the Bold. Sales of the toy and dress up ranges – from Mattel and Rubie’s – are strong, and 2010 will see the launch of series two on terrestrial and satellite TV, plus new product launches and the Batmobile visiting retailers across the country during key selling periods. The ever popular Scooby-Doo still forms an important part of the WBCP licensing slate, with a seasonal themed retail events programme soon to be revealed. Looney Tunes Active is another brand to watch, while the sell-in for Pucca begins this year, with a retail launch expected in 2011.
Ben 10 is now worth £1 billion at retail, with a new series due this year to further support the licensing programme. There are now more than 350 licensees, with the Enterprises team still actively signing up new partners.
FEBRUARY 2010
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OPINION PIECE RECESSION
Winners and losers Jon Salisbury has seen a few recessions come and go in his time as a toy journalist but, he wants to know, who have been the toy industry’s winners and losers this time around…?
WHEN THE dust finally settles on the nightmare that was the global economic slump of the late Noughties, what will we be left with? Will we have learned to be less reckless in our financial decision making, humbled by the trauma of recession, or will we simply pick up where we left off and repeat the same old mistakes as we reboard the gravy train rollercoaster? There is no lack of journalistic comment on this subject. The media has been consumed by the recession in terms of job losses, falling house prices, business failures and the stock market crash, but what about the brave new future that awaits the toy industry as a fresh decade beckons? As we all know, the winners write history and the losers read it. So, as I am the author of this piece, it follows that I must have come up trumps as governments bailed out the banks and you are all losers with a capital L – unless you put this magazine down before you read this. More seriously, FEBRUARY 2010
who has emerged from the Credit Crunch smelling of roses and who has egg on their faces? According to Nick Austin at Vivid, Lego and Crayola are among the
company we knew that’s what we had to do.” Patting his own team on the back is Flair’s Peter Brown, who says that NPD showed the firm was up 50 per
The most obvious losers were the 20,000 Woolworths employees, but hard on their heels were hundreds of suppliers that incurred a crippling bad debt. The impact has been far reaching. Peter Brown, Flair brands that have flourished in the crisis and he thinks that Marko Ilincic should be recognised for finally putting Lego UK back on the map. Illncic says that modest single digit growth was anticipated, but the reality was about 24 per cent and Lego significantly increased its marketing spend. “Having been through this sort of economic cycle a few times, as a long-established
cent in September, rising to seventh place in the market, up from 17th place last year. “All retailers have benefited from the demise of Woolworths, except those which were not located in the vicinity of a Woolworths store,” comments Toymaster’s Roger Dyson about both sides of the Woeful World of Woolies coin. “The only retailers I know who are currently having a really tough time
are the ROI retailers where there was no Woolworths, an overpriced currency and the toughest trading conditions for decades,” he adds. Woolworths created a significant number of winners and losers, says Flair’s Brown. “The most obvious losers were the 20,000 or more employees who suddenly lost their jobs – but following hard on their heels were the hundreds of suppliers that not only lost a major supplier, but that also incurred a crippling bad debt. The industry has never before faced a loss of this magnitude and the impact has been far reaching.” But the demise of Woolworths has provided many recession-hit retailers with an unexpected uplift in sales, particularly those who shared a common High Street with Woolworths and it is not only the specialists that have seen an uplift in sales, with most retailers reporting some growth. On the other side, it was the big suppliers to Woolworths that have
OPINION PIECE RECESSION
www.toynews-online.biz
Vivid’s Austin says that Lego and Crayola flourished in 2009
lost out the most. In some categories Woolworths was nearly 25 per cent of the market, so for larger companies this business was irreplaceable, to their great cost. For smaller companies for which Woolworths was not so important, the upturn with other retailers was a sudden and unexpected bonus One specialist toy retailer to benefit in the current climate seems to have been The Entertainer and the retailer is planning significant growth over the next four years, hoping to launch up to 50 new stores that will see a new 175,000 square foot warehouse open in February 2010 – almost three times the size of the current warehouse. In the US, meanwhile, the clear winner on the supply side seems to have been Hasbro and the firm’s move into the cable TV business finally delivered on its boast of being an entertainment company and not just a toy outfit. “It allows – actually forces – us to think beyond the next movie,” says Wall Street analyst Sean McGowan of Needham and Co. As we all know, lightning can strike more than once in this business and Russell Hornsby, CEO of Cepia, was a clear winner as he was able to recreate the halcyon days of Trendmasters with the success of Zhu Zhu Pets, marketed over here as Go Go Pets by Character Options, shipping almost five million pieces in 2009 and claiming to have developed the little critters and their cages with the economy in mind by keeping their prices below an affordable $20.
Flair was up 50% in September according to NPD, says Brown
Whether that is true or not, they have hit a nerve with kids and parents, who can now own a pet without having to pay for all that food or litter. Says Sean McGowan of Zhu Zhu Pets: “So damn cute, so damn affordable, so damn clever, so damn out of stock.”
offer value for money, lobbing all pretence at political correctness out of the window. Nowhere has this been more apparent than at McDonalds. Despite being at the centre of much of the childhood obesity debate, the fast food retailer has seen sales increase.
In every recession, there is always a handful of industries, companies and products that do well. Whether they help people to find new careers, cut costs or just escape from all the bad news, they can benefit from the economic storm. With sales of over $300 million, evidence of their scarcity came on eBay’s auction boards. Sellers were offering the pets for prices as high as $40, with the Zhu Zhu mazes and tubes in the $200 to $300 range. It was the Tickle Me Elmo of 2009, said one retailer. Not faring too well in recessionary US has been Jakks Pacific. The company wrote off a $407.1 million goodwill impairment charge and has seen sales and earnings plunge. And Corgi’s merger with Zindart, Master Replica and Cards Inc. seemed like a good idea at the time, but now more like a trio of cancer patients holding hands. Then there’s MGA, whose ongoing fracas with Mattel ended in humiliation for the Bratz… ahem … creator. Affordability has played a big part in the recession and consumers have not been shy in buying brands that
In every recession, there is always a handful of industries, companies, and products that do well. Whether they help people to find new careers, cut costs at home, or just escape from all the bad news, they can find a way to weather the economic storm or even benefit from it. There is often a silver lining for people who choose to look past the misery of economic downturn and find that there is potential for innovation in adversity. Another retailer that has benefited from the homemade, artsy crafty trend has been HobbyCraft. According to chief executive Chris Crombie: “HobbyCraft has proved its enduring appeal to a broad crosssection of the population and continues to expand rapidly. Bargains, or at least perceived bargains, are what retailers have been talking about.”
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Crombie’s Hobbycraft emerged as a big winner at retail in 2009
It’s hard to produce a homemade version of a big brand, so retailers have been promoting ranges that appeal to frugal shoppers. After the success of its ‘10 for $10’ toy promotion last year, Wal-Mart expanded its line-up of $10 toys for the holiday season to more than 100 items, working with its suppliers to offer top brands, classic toys and newly released items for $10, including Barbie and Transformers. With consumers indicating that they were going to spend carefully last holiday season, toy makers, manufacturers and retailers were doing everything they could to bring prices down, says Adrienne Citrin, a spokeswoman for the Toy Industry Association. “Introducing a highticket item in this economy when retail spending is down is going to be harder to sell,” she explains. Retailers were going into the last holiday season with a different mindset than they had a year ago, added Sean McGowan. “No surprise that everyone’s gearing up for a very tough battle.” With the green shoots of recovery beginning to appear, will we have taken heed of the disastrous path that we all took before so that we don’t repeat the same mistakes? Hey, this is the toy business. I doubt people will do anything very differently. Enthusiasm and limitless passion for the subject matter is what makes us all tick – thank goodness. Life would be dull if it wasn’t for all the fun that makes for the serious business of selling toys. FEBRUARY 2010
24.01. – 26.01.2010 26.01. – 28.01.2010 31.01. – 02.02.2010 04.02. – 09.02.2010 07.02. – 11.02.2010 14.02. – 17.02.2010
Paris Jouets & Jeux, B100 London Toy Fair, Stand Number B121 Toronto Canadian Toy and Hobby Fair, Hall 6, Booth Number 440 Nürnberg International Toy Fair, Hall 6 B-20, C-21 Birmingham Spring Fair, Hall 5, Stand Number A60, B61 New York ITC Toy Fair, Booth No. 2211
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SUPPLIER FOCUS: MATTEL’S BIG YEAR
The hit factory Following a quiet 2009, Mattel goes into 2010 with probably its best ever line-up of pillar products including the year’s key property, Toy Story 3, and new arrivals WWE and Thomas and Friends, joining evergreen favourites like Barbie and Hot Wheels. These, along with big plans for its core brands, make for a potentially record-breaking year for the firm. Marketing Director Erica Zubriski, tells ToyNews how the firm will maximise its star-studded range… IF IT were merely Toy Story 3 that Mattel had in its line-up this year, it would be pretty much assured of having a fantastic 2010. That it can also boast WWE, Thomas and Friends and Barbie as well as 3rd and Bird, Disney Princess and Hot Wheels, means this year will be frenetic. Such is the number of hero lines this year, the firm is more focused than ever on maximising sales from each new signing, while also looking after the family silverware. Marketing director Erica Zubriski is tasked with strategising the approach and making sure those pillar products get equal billing on the schedule. “We’re looking at a very balanced approach,” she tells ToyNews. “We’re always about our core IP, but we won’t lose focus on what is solid for us, our evergreen brands.” Toy Story 3 will be the biggest event in the toy industry this year and Mattel is working with Disney to ensure films and toys work in synch. “The nice thing about both Toy Story and Disney Princess is that we have a great relationship with Disney. We always present jointly with them
“With Toy Story the lead items will be Buzz and Woody and Jessie is a great character too. The different action figures and play-sets always go well. And there’s the introduction of Lego into the mix too. I’m sure they will have some lovely products.” The girls sector has had a tough 12 months and fashion dolls in particular have slowed down, but Zubriski says the firm hopes to maintain the momentum behind the Barbie brand created by last year’s 50th anniversary celebrations.
We’re increasingly optimistic and grateful, but at the same time we’re not being too complacent. It won’t be easy, but we are excited about the potential and everybody is very energised. and we are step-locked with them with the film releases. “We really leverage the relationship with Disney, so everybody knows what the plan is. “We’ve got full use of the product and TV support. It’s part of an holistic approach.
“We’re driving the positioning with Barbie between fashion and cultural relevance. It’s total continuity from the 50th anniversary. “Fisher-Price also reaches a great milestone this year with its 80th anniversary. And when you look at some of our new ranges, Thomas and
Friends for instance with its 65th anniversary this year, it’s a very strong line-up.” Wrestling licence WWE is brand new to Mattel’s range and the firm has made a number of enhancements to the line. “For WWE we will be partnering very closely with the licensor, especially with the events when they hit in the UK. We’ve got some great product that we think fans are really going be excited about.” Mattel goes into 2010 with one of the strongest line-ups boasted by any toy company, with some nailed-on hits. This puts it firmly back in the position of industry leader, playing a crucial part in all toy retailers’ plans. “We are increasingly optimistic and grateful, but at the same time we’re not being too complacent. It won’t be easy but we are excited about the potential and everybody is very energised,” says Zubriski. “We’re blessed with brands that have a deep relationship with the consumer that lead the way and provide sales for retailers and lead the industry in how we approach consumers and talk to them.”
MATTEL’S 2010: BRAND BY BRAND BARBIE Barbie will build on its groundbreaking fashion campaign with several high-end fashion collaborations opening up new retail channels and ensuring that the brand is kept firmly in the fashion spotlight. This year will see the release of two animated movies set in the modern day, combining reality with fantasy to reach out to older and younger girls alike. Barbie in A Mermaid Tale, released at Easter, stars Barbie as a teenage surfer with a magical secret. Released in the autumn, Barbie in A Fashion Fairytale is a first for the
FEBRUARY 2010
brand as Barbie stars as herself in the fashion-themed adventure set in modern day Paris. Both films will be backed with a strong supporting toy and licensing range. Also new is the I Can Be… collection bringing the aspirational career play pattern to the next level by introducing exclusive online content. The Barbie I Can Be Digital Doll range features a selection of aspirational career dolls which come with a unique code that unlocks a world of online content. The collection will form a pivotal part of the brand’s marketing campaign and will benefit from
heavyweight TV advertising, experiential, online and girls press activity and extensive PR. There will also be a range of core Barbie products that deliver on girl and mum appeal. Stand out products include the Barbie Design Studio, which brings the fashion and customisation play pattern to life, plus the Barbie Video Girl delivering a Barbie experience for today’s gadget-mad girl with its innovative use of the latest technology. The Fashionista dolls will see new additions to the collection including the arival of Ken. Mattel will also introduce a new collectable mini doll range Mini B.
SUPPLIER FOCUS: MATTEL’S BIG YEAR
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GIRL TECH Also for girls, Password Journal from Radica Girl Tech will remain in the spotlight throughout the year, with a heavyweight marketing campaign including PR.
MONSTER HIGH Monster High sees the offspring of the world’s legendary monster characters come together under one roof – to attend high school. An animation is already in development to bring the brand to life alongside a range of fashion dolls and plush. DISNEY PRINCESS In 2010, Mattel will launch an all-new Disney Princess range combining product innovation and increased features with a strong aesthetic. A core portfolio of fashion dolls, bath toys and play-sets will be supported with key product launches timed to entertainment releases including new content rich offerings for the spring theatrical release The Princess & The Frog, autumn theatrical release Rapunzel and DVD release Beauty & The Beast. POLLY POCKET The big news from popular mini doll brand Polly Pocket will be the unveiling of a new look for 2010, as well as strong product innovation.
HOT WHEELS The Formula Hot Wheels campaign launched in 2009 saw many boys signing up to join the club, each earning points to help their team win race-offs hosted on Cartoon Network. Formula Hot Wheels will continue to reach out to boys throughout the coming year. Continuing to innovate vehicle play by building on the success of the 2009 Colour Shifters launch, spring brings the launch of Colour Shifters Power Creatures. The half beast, half car, mutant-styled vehicles feature unique memory paint upping the colour change possibilities for four different colours on every vehicle. TV driver, the Octobattle play-set brings the colour change action to life with a unique character and colour changing. Also from Hot Wheels, the popular Trick Tracks starter set gets a new robot theme. New entertainment property Battle Force 5 is set to hit UK screens this summer. Hot Wheels’ accompanying range brings to life action from the show including key heroes and villains as well as their souped-up racing machines.
WWE Mattel’s newly-acquired WWE collection is set for a spring launch with rings, belts and an extensive figure collection showcasing the stars of WWE. Brand new for the WWE toy range and featuring the number one requested detail by kids, the Flexforce action figures feature signature wrestling moves. TV driver and key play-set in the range, the Breakdown Brawl Ring enables kids to recreate action from the ring with the new collection. A high impact campaign featuring press, TV and PR will support the launch. SECRET SATURDAYS Also in entertainment is a collection based on children’s adventure animation, The Secret Saturdays. TV item, Zak’s Cryptepedia, allows kids to unlock secret facts from their action figures, featuring sounds and phrases for role-play. BATMAN Last year’s launch of Batman: The Brave and the Bold also gets off to a strong start in 2010 with a raft of new collectable figures including popular Plastic Man.
MATCHBOX Matchbox’s Mega Rig line continues to grow in 2010 and the brand’s big autumn hit, Rocky the Robot Truck, is set to gain a new friend in autumn 2010 with the arrival of a new truck. TOY STORY The Toy Story hype will continue throughout 2010 with further additions to the strong action figure collection including a six-inch Woody and Bullseye and a 12-inch Talking Jessie, as well as Toy Story twists in a range of other categories from games to vehicles.
FISHER-PRICE Fisher-Price will also benefit from a raft of strong character licences which add to the brand’s already substantial core portfolio. The Thomas and Friends collection launches this spring, celebrating its 65th anniversary year. A range of diecast vehicles showcasing key characters, will also include the Talking Die-Cast while Take n Play play-sets are innovative fold-up preassembled track sets. Each opens out to reveal a location from Thomas’ world including the Tidmouth Sheds. Fisher-Price will support the range launch with a major marketing programme in conjunction with Hit Entertainment, capitalising on the noise surrounding anniversary celebrations.
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Popular CBeebies’ animation, 3rd & Bird will be brought to life this spring in a collection of plush and play-sets. The show brings to life the adventures of a community of birds who live in a beautiful old tree. Star of the show, Muffin, will have kids ‘Doing the Muffin’ at home with a TV driver feature plush that performs the character’s signature song and dance. Also in the collection, there will be collectible mini soft toys and the Swing Around Play-set. Other new additions to the FisherPrice portfolio include Guess with Jess, as well as fresh news for evergreen property Dora the Explorer, as she celebrates her tenth anniversary and new launches for massive hit, Waybuloo. New construction range Trio is an extensive range of play-sets featuring unique building pieces across multiple age groups and price points. Evergreen pre-school brand, Little People, has new vehicle play with the introduction of Wheeles. The chunky vehicles can be brought to life on large scale track, the Stand n Play Ramp Way, at two feet tall. Imaginext introduces new worlds to capture pre-school boys’ imaginations, including Sky Racers and key release for autumn – Big Foot, a chunky remote control yeti. GAMES Pictionary celebrates its quarter century this year and more TV campaigns are planned than ever before. Pictionary Man got off to a strong start in 2009 and will be part of the major marketing campaign. A new edition is also set to launch in the second half. Scrabble will also be welcoming a new edition to its stable with the launch of Scrabble Trickster. This introduces new twists and turns in order to add another level of play to the popular classic.
FEBRUARY 2010
Š 2010 Hasbro. All Rights Reserved.
Š 2010 Hasbro. All Rights Reserved.
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SUPPLIER FOCUS: HASBRO’S 2010
Cast Iron certs Hasbro’s 2010 offering will be lead by Marvel heavyweight Iron Man 2, one of the summer’s big movie releases. Elsewhere there’s plenty new in games and girls, plus a comeback for the Tonka brand. Oh, and Beyblades are back. Ronnie Dungan spoke to Marketing Director Mark Foster about the year ahead… A FEW eyebrows were raised when Hasbro shelled out $200m for the rights to Marvel properties. But after the success of Spider-Man, Hulk, X-Men and the Fantastic Four, with plenty more in the pipeline, it’s beginning to look like a bargain. Iron Man 2 will be the next big movie from the Marvel slate and it looks set to build on the success of the first film as the character continues to build a relationship with film fans as well as lovers of the original comics. Hasbro’s accompanying toy range is a cornerstone of its business in 2010 and the firm hopes it will continue the momentum built in 2009 with the Transformers boys action range. Marketing director Mark Foster, says: “Building on an extraordinary year, Hasbro will continue to reimagine, re-invent and re-ignite itself in 2010. “We will bring the latest and greatest in boys’ action excitement, more news in the coolest girls’ collectibles around, and yet more fantastic innovation of the best games in the industry. “We believe we have the very best in play and entertainment experiences and are looking forward to a very exciting year.” Pre-school and girls lines will also form a major part of the line-up. “More introductions will continue the great momentum we have generated for Playskool. We have some very cool innovation for Littlest Pet Shop to build on the no. 1 girls’ collectible and we are excited about the FEBRUARY 2010
return of Strawberry Shortcake. We will add to the success of Transformers and Star Wars with a fantastic Iron Man range and the return of BeyBlade. 2010 will also see some of our most fun and innovative twists on new and classic games.”
of the best play offerings around this unique character, hitting every play segment.” Iron Man 2 hits cinemas on April 30th and is backed up by Iron Man Amored Adventures on Disney XD every day, plus DVD releases in the first quarter of 2010. The brand will be supported with national press advertising, online and a major outdoor push, which along with the promotional partners will help build awareness outside of toys for the film. For the movie, Hasbro will launch action figures, vehicles and role-play and the range is a completely new offering to the line behind the first Iron Man film. The firm is driving heavyweight TV coverage and PR for the movie launch and ads will feature the action figures and F1 racing car. Role-play
We will bring the latest and greatest in boys’ action excitement, more news in the coolest girls collectibles around and yet more fantastic innovation of the best games in the industry. Mark Foster, marketing director, Hasbro UK Ken Goodisson, senior brand manager for boys toys adds: “Boys are after new news, Iron Man is the most gettable, hi tech character out there, that’s why he is in such demand. Our product development team has designed some
items receiving TV coverage will include the Arc Chest Light, Wrist Repulsor, Helmet and Mask. Both campaigns combined should achieve approx 500 TVRs. The firm is planning a similar level of support for autumn/winter with the new second half product introductions. “Marvel sequels always over-index the previous release and we are fully prepared for it,” says Goodisson.
SUPPLIER FOCUS: HASBRO’S 2010
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HASBRO’S 2010: BRAND BY BRAND STRAWBERRY SHORTCAKE Returning to the girls’ portfolio for 2010 with scented products supplied in fresh packaging. The Mini Doll segment will include a bonus DVD in pack which features an 11-minute animation sequence. The range will be supported by new style programming in April on Cartoonito.
LITTLEST PET SHOP Over 300 new style Pets are being introduced to Littlest Pet Shop. Collectors posters will be inserted in girls magazine titles and a TV campaign runs in spring/summer on Collectable Pets, Pet Triplets and the Paw Powered Pet Vehicle. New hero play-sets will be TV-advertised for autumn/winter. IRON MAN For the movie, Hasbro will launch action figures, vehicles and role-play and the range is a completely new offering to the line behind the first Iron Man film.
BABY ALIVE A new My First Sips n Cuddles doll launches in spring/summer aimed at a new age range at 18-months-old and over. The hero dolls for autumn/winter will also be supported by extensive TV campaigns. MY LITTLE PONY My Little Pony has introduced some new features with the Hair Play assortment. The Family Car Vehicle Pack will also feature a DVD including two new 11-minute Pony stories. TV advertised lines for spring/summer include the Family Convertible Car and Family Assortment. TONKA In pre-school, Tonka is being reinvented and autumn/winter 2010 will see a strong line around the Tonka Garage concept. The Mod Machines System provides boys aged four to seven with the ability to modify the performance and style of their vehicles. The machines can be customised straight out of the box by adjusting the ride height and reconfiguring the included accessories. Additionally, all the parts and pieces are interchangeable
throughout the system. There are three sizes within the Mod Machine System. The 16” Mod Machines Team Truck features a removable motorised engine unit with sound effects. The 9” Mod Machines Backwind Trucks feature a backwind chassis and several accessories for over-the-top customisation and the 5” Mod Machines Basic Trucks feature a free-wheeling chassis and accessories for over-the-top customisation. Each vehicle includes a chassis, body, removable engine block, Tonka tool, spare tires and accessories exclusive to each vehicle. Also available for autumn/winter 2010 is a line of mini trucks which are completely customisable called Tonka Mini Mod Machines. Each mini diecast truck comes with a repositionable axle base, body overwraps and exclusive tyre tread skins. More than 30 mini vehicles will be available. The Ricochet R/C is a double-sided remote control vehicle featuring a powered lift suspension, allowing boys to alternate between an off-road monster truck and an all terrain Ricochet vehicle. The range will be supported with a TV campaign running from August to December.
FURREAL FRIENDS Snuggimals are the latest additions. The palm-sized feature plush include different breeds of puppies and kittens, which will star in a TVcampaign in early spring/ summer. MONOPOLY This year, new introductions to the range include Monopoly Revolution and Monopoly U-Build. Monopoly Revolution is a modern twist on the game that revolutionises the shape of the game board and introduces fun, engaging sounds to every turn. Monopoly U-Build leaves the construction of the game board to the players. Using hexagonal property spaces that snap together, players build a game track that creates a custom game board, which determines the length of the game. For the youngest game players, Monopoly Crazy Cash introduces Monopoly properties and game play with the fun, frenetic action of an unpredictable cash machine.
FEBRUARY 2010
TOY RETAILER OF THE YEAR AWARDS
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Top of the shops The rejuvenated Toy Retailer of the Year Awards have been narrowed down to a handful of contenders. They will find out on Tuesday January 26th at the industry awards night whether they are one of the category winners. This year’s competition has been the biggest ever and is divided into grocer, online, multiple, catalogue and two types of indie. ToyNews presents the runners and riders in the final few….
LARGE INDEPENDENT ■ Conways Toymaster, Barnsley The Northern stalwart chain has just opened a new store in Barnsley, which has quickly become its second most successful outlet. It boasts clearly divided ranges, well-trained staff and regular giveaways and promotions.
■ Kids Stuff, Uckfield Established for 20 years, Kids Stuff offers all the elements that a good indie should have – well informed staff, regular promotions and continually updated windows and displays.
■ Midlands Co-operative Society A toy department that has been established for 30 years. Dee Mellor’s small team organises sales and promotions, demonstrations and dress-up for the kids. features wide aisles and a play area for children.
■ Stewart Miller, Newtownabbey A handsome-looking store which also sells books and stationery, but its toy department is comprehensive. Has recently undergone a £100,000 refurbishment as part of the chain’s overall £200,000 redevelopment.
■ Moons Toymaster, Newmarket No longer under the auspices of industry stalwart Val Stedham, but is now run by Amit Parekh. The transition seems to have altered little as it maintains its tradition of branded displays and activities.
■ Williams and Griffin, Colchester Part of the Fenwicks group, it has had a toy department since 1966. The current department is more than 2,000 square feet and incorporates a jungle themed in-store display, including George the Monkey.
■ Mulveys Toymaster, Carrick on Shannon A huge store at over 5,000 square feet, with an adjoining play centre for children’s events, birthdays, etc. A destination toy shop with events and in-store theatre.
■ The Disney Store The chain offers exclusivity on 80 per cent of the Disney items it sells in-store, making it a destination for Disney fans. Stores are full of theatre and the staff are highly trained in the Disney ethos.
■ The Entertainer An ever-expanding toy specialist that is a consistent winner in these awards. Flagship stores such as its Birmingham Bullring outlet offer wellpresented displays and a well-thought out shopping experience.
SMALL INDEPENDENT ■ Imagination, St Helier, Jersey A huge store which features a café, TVs in the toy area, and a party bag pick and mix section. Demos and promotions are commonplace instore and there is often involvement in local outside events too.
NATIONAL MULTIPLE ■ Bentalls Kingdom, Kingston Upon Thames Another store that’s part of the Fenwicks group, it has been established as a toy shop for 142 years. Branded displays from key brands plus weekly window updates, keep it fresh.
■ Early Learning Centre A favourite of conscientious parents, ELC offers in-store play tables, Playtime Tuesdays with different themes, promotional displays, themed categories and well-presented store fronts.
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TOY RETAILER OF THE YEAR AWARDS
ONLINE RETAILER ■ Amazon The daddy of all online shopping portals offering 850,000 lines in its toys and games section alone. Has improved its toy offering hugely since its split with Toys R Us.
■ Argos The well-established Argos site offers dedicated sections for specific brands and is also trialling a live Ask and Answer system providing real-time answers to queries.
■ The Entertainer Thetoyshop.com boasts free delivery on orders over £30 and a host of money-off deals as well as a soughtafter URL. Well laid-out and highly visible offers are a key part of the site’s selling points.
■ Littlewoods/Shop Direct Searchable by products or brands and ‘new in’, customers can choose to shop from one feature in the Toy Zone page or from the Sale range. It also features Most Wanted and Top Ten categories.
■ Treasure Islands Dominated by wooden toys and John Crane lines in particular. Is also looking at launching a live customer support feature, where buyers can chat to staff online.
GROCERY ■ Asda Has proved its commitment to toys in the last few years by consistently maintaining ranges year-round. Monthly customer feedback groups and staff input keeps marketing and promotional ideas fresh.
■ Tesco The mortal enemy of many toy specialists, Tesco now stocks toys in more than 1,600 stores throughout the year. Suppliers will moan about its trading terms, but they all want to be in there.
■ Waitrose (Bracknell) Only seven stores included in its entry mean it doesn’t yet have the commitment that its supermarket rivals have to the sector. Clearly keen to make an impression in the industry though.
■ The Entertainer
■ Toymaster
CATALOGUE ■ Early Learning Centre FEBRUARY 2010
■ Littlewoods
Just add imagination
Over 50 new products in January 2010 See them all at:
Toy Fair, Olympia - F65 Spring Fair, NEC - H5 A59 Nuremburg - H1 B39 For more info and brochure: sales@fiestacrafts.co.uk Tel: 020 8804 0563 Fiesta Crafts Ltd 3 Centenary Road, Enfield. EN3 7UD
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CASE STUDY DRAGONS’ DEN
That was Den...
Toy inventors have been regular visitors to the BBC’s Dragons’ Den. A few have caught the Dragons’ attention, but many leave empty handed. Katie Roberts catches up with some of the previous applicants to find out where they are now… AN OVERWHELMING number of toy companies have come before the millionaire Dragons over the show’s four years of broadcast. In many ways, Dragons’ Den resembles the toy industry in that entrepreneurs entering the Den with a strong idea can become an overnight success. Perhaps it’s this that lures newcomers to our industry into pitching. One of the best-recognised inventors to have faced the panel is Imran Hakim and his multimedia plush. Hakim was joined in the Den in 2007 by a life-size version of iTeddy in an eye-catching pitch. Peter Jones and Theo Paphitis saw the potential of his creation and between them invested £70,000 in return for a 22.5 per cent share of the business. Soon after, Vivid signed the distribution rights and the turnover from The Trunki Boostapak iTeddy sales was FEBRUARY 2010
forecast to hit £20 million by the end of 2009. The deal is now coming to an end and Hakim is looking at his options for 2010. Since its launch, iTeddy has been sold in 45 countries.
£100,000 investment for a ten per cent stake in Trunki. Despite a successful start to his pitch, things went downhill when Paphitis managed to break the lead on one of the cases.
Working with Theo and Peter has been absolutely fantastic. It’s been a great experience and there’s a real chemistry between us. We are now working on other projects together. Imran Hakim, iTeddy Over the last year, however, the market has proved challenging, but Hakim ensured he kept the brand alive and is now looking at ways in which he can refresh the product. Hakim says: “Working with Theo and Peter has been absolutely fantastic. It’s been a great experience and there’s a real chemistry between us. We are now working on other projects together.” Known widely as the one that got away, Rob Law bought his animalthemed ride-on children’s suitcases to the Den in 2006, asking for a
Richard Farleigh was willing to invest in return for a 50 per cent stake. Law was unwilling to give up this percentage, however, and so left with nothing. The entrepreneur continued with his plan though and the firm has now grown to a team of 12 and hopes to
further expand to 20 over the next 12 months. The Trunki cases are now distributed in 40 countries by Law’s firm, Magmatic and the range has grown to feature Trunki Extras, Yondi – a travel pillow – and most recently, Boostapak, an innovative children’s Paphitis and Jones work closely with Imran Hakim...
CASE STUDY DRAGONS’ DEN
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Crazee Thingz (formerly Bedlam Puzzles) MD, Danny Bamping
backpack which doubles up as a booster seat. Key to Magmatic’s success is an innovative marketing campaign. The firm has enjoyed frequent national TV coverage, while high profile PR stunts have ensured the products are kept front of mind. Law explains: “Bringing brands to life is paramount to our success, it creates another platform which allows us to engage with our consumers, harnessing the power of word of mouth advertising and having some fun at the same time.” For the year-ended February 2008, Magmatic turned over £700,000 and the following year, the turnover grew to £1.14 million, with a net profit of £36,000. In 2010, Law is forecasting a £2 million turnover, which he hopes will bring a £100,000 profit. The firm has also secured a cash injection of £200,000 to launch new products from private equity investor, James Stevens. The most recent success story comes from Vernon Kerswell of Extreme Fliers. Kerswell appeared on the show in 2009 with R/C products, the Apache and Terror Wasp. He was after £75,000 for a 15 per cent stake. The sticking point for the Dragons, however, was the lack of patents. Furthermore, Jones, who has a 25 per cent stake in R/C firm Bladez Toyz, poured doubt on the venture and the entrepreneur left without investment. Since leaving the Den, the inventor has been granted his patents and in turn, Paphitis has offered him support with ideas and contacts.
Rachel Lowe of RTL Games
The company exhibited at Autumn Fair last September and now supplies over 150 retailers in the UK. Kerswell offers: “I am getting set to launch at Toy Fair and Nuremberg. Dragons’ Den has given a huge boost
JC Games founder, John Chambers
Cube impressed the Dragons in 2005 and he managed to secure a £100,000 investment for a 30 per cent stake between Paphitis and Rachel Elnaugh. However after he left the Den,
Bringing brands to life is paramount to our success, it creates another platform which allows us to engage with our consumers, harnessing the power of word of mouth advertising. Rob Law, Magmatic to our product range, which has led to lots of retailer stockist and great publicity for shops stocking them, as it was watched by over six million people and is constantly being repeated and is available to watch online.” Danny Bamping and his Bedlam
Paphitis visits Law (right) at the Trunki HQ for the recent Dragons’ Den: On Tour series
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Bamping decided not to go ahead with the deal and to take a bank loan instead. He explains: “Two weeks after we filmed, I received a call from Rachel Elnaugh’s agent to inform me that her company was going into liquidation. Rachel advised me that the best thing for me to do would be
to get a bank loan.” He continues: “I realised soon after I’d been to the Den that this was the best way forward anyway. When I appeared, the Cube was already listed with a range of retailers and I needed the investment for marketing. But the way I saw it, being on the programme had given my company the exposure it needed.” In the two months following the episode’s broadcast, Bedlam sold well over 40,000 cubes. At this stage Bamping was operating from his basement and had to employ a team of 14 to fulfil the orders, using taxis to go to the local post office to send the products. The business has grown immeasurably since then. In 2007, production was bought to the UK and Bamping claims the Cube is the only mainstream plastic toy to be made in Britain. Production is also still active in China, thus offering retailers and consumers a choice. Bamping’s product range now comprises around 37 lines. Bedlam has now been closed solvently and the hero product has been rebranded as Crazee Cube, from the new company, Crazee Thingz. The new firm was set up in order to create a more internationally attractive brand. Further plans include a burgeoning licensed puzzle range following on from the company’s successful Tate and Lyle Golden Syrup product. Bamping is in talks with Coca Cola, Unilever, Wimbledon and Gilbert. The firm also operates in the corporate gift market, which makes FEBRUARY 2010
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up 25-30 per cent of its revenue. Bamping still sees the exposure he received on the programme as beneficial. He says: “I got 14 and a half minutes of prime time exposure on the BBC and following the programme, orders for the cube crashed the Gadget Shop’s site.” Similarly, Christopher Gill saw the exposure the programme would give his products as the main lure. Appearing in 2007 with his ride-on plush, World of Wiz, Gill asked for the biggest investment for the smallest stake to date, requesting £200,000 for a ten per cent stake. With his colourful product, the producers saw Gill’s pitch as a strong addition. He says: “We saw the show as great publicity, but weren’t really expecting to get any money. The company was in its early stages and we weren’t really ready to pitch.” Gill has since created books around the products to enhance the characters and has commissioned an animation company to design a cartoon, which he hopes to pitch to TV companies in 2010. Gill has also extended his range to include new characters, smaller plush and hand puppets. He has yet to secure any retail listings, but sells the product through his website www.worldofwiz.com and is now looking to partner with a sales and marketing professional to carry the
Qb is the latest product offering from JC Games...
FEBRUARY 2010
The Crazee Thingz range now comprises around 37 SKUs...
The Dragons, maybe unwittingly, generated a lot of publicity for us. We have since appeared on other shows including BBC News, Jonathon Ross and Graham Norton. Adam Arber, Roadkill Toys The humour of the Roadkill Plush was lost on the Dragons...
brand forward. One of the more off-the-wall toys to enter the Den was Adam Arber’s Roadkill plush, which appeared in 2008. Arber asked for £50,000 for a 20 per cent share. He didn’t receive the backing, but the appearance generated a lot of interest. Arber comments: “Distributors in the UK, US, Czech Republic, Germany and the Netherlands contacted me after that. Also lots of independent retailers called, asking to stock our products. We were also contacted by a couple of TV production companies.” The firm’s range of five products is expanding to include a door stop, a range of Roadkill-themed Christmas cards and a collection of vinyl toys will be introduced mid-2010. The firm’s strategy is to stock boutique stores rather than multiples. Arber is also looking to push sales into overseas markets such as US and Japan, while Germany and other parts of Europe have proved a big growth market so far. Arber concludes: “The Dragons, maybe unwittingly, generated a lot of publicity for us. Sales really spiked after our appearance. We have appeared on other shows such as Jonathan Ross, BBC News and Graham Norton. I think the Den experience proves there’s no such thing as bad publicity.” Games have turned up regularly on Dragons’ Den and Joe Gill and Ian McGill of Circa Circa, bought the About Time board game to the panel in a games special in 2007. While the Dragons liked the idea, they were put off by the duo’s honest sales forecast that it would make a loss in its first two years. Jones said a business that lost money was ‘about as attractive as Quasimodo.’ Despite the lack of funding, Gill also sees the experience as a positive one. He says: “We got into Hamleys purely on the back of the fact that the product would appear on Dragons’ Den.” He continues: “As a business owner, you need a launch pad and if you haven’t got £100,000 to spend on marketing, you have to find other ways to get the word out. The story still works to this day and people still like to hear about it.” By the time the programme aired, About Time was stocked in Borders
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and a year later, was also on the shelves of Harrods and John Lewis. In January 2009, while exhibiting at Spring Fair, the firm signed a UK distribution deal with Lakeland and has also expanded into the US with a major retail deal. Gill explains: “We got really lucky and one of the very senior execs at Barnes and Noble played our game at Christmas [2008]. He liked it so much that he placed an order for 5,500 units, which is our biggest order to date.” The firm has also boosted sales with an unusual route to market. In 2008, it linked with The Guardian to launch a special edition of About Time using front pages of the paper. The partnership proved successful and the firm is now looking to repeat it and is in talks with a number of other UK titles. The company also entered Germany with a production deal with Die Zeit, a German newspaper. There’s further plans in the pipeline for Circa Circa, including a travel edition launching at Spring Fair and Toy Fair 2010 and the firm has recently recruited industry veteran, Dave Norton to grow sales. The team also hopes to build on
Rob Law’s Trunki line is growing to include a range of travel products...
the personalised route and is in talks with a number of heritage organisations and other content owners regarding further special editions of About Time. John Chambers from JC Games also appeared on the 2007 games special with his wife asking for £60,000 in return for a 20 per cent share of his Blackhole Game, but left without any financial backing. The following January, Chambers launched the game at Toy Fair and in 2008, sold 900 games. At Toy Fair
2009, the firm introduced its latest word game, Qb. Chambers offers: “In the first ten months, we have sold over 9,000 games and have nearly achieved break-even. We have sold the licence for the US, Canada and South America to Pressman Toys of Manhattan. They are launching a 32cube version of Qb at New York Toy Fair in February 2010.” The firm will also launch a travel product and is looking to create versions of the game in different languages. Chambers recently signed a deal with Launch Products to open further retail channels. Rachel Lowe entered the Den in 2005, asking for £75,000 to help launch Destination London. Despite not gaining investment, the game became Hamleys’ top
selling game between the time she filmed and the episode airing. Lowe then launched 21 editions over the next four years, through her company, RTL Games. She later signed a deal with Warner Bros to make Destination Hogwarts, based on Harry Potter and the Half Blood Prince. Warner then pushed the film’s release back eight months and unable to pay creditors as a result, in July 2009 RTL Games went into administration. Lowe comments: “I am currently working with a number of interested parties in order to take the brand forward and to the next level. We are hoping to complete in the New Year.” So it seems that despite their business acumen and success, the millionaires in Dragons’ Den don’t always know a good toy when they
BLADEZ OF GLORY Bladez hopes to expand the concession business model in 2010...
IN 2007, Peter Jones TV released Tycoon on ITV, a series following six entrepreneurs competing to create the most profitable company in ten weeks.
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Iain Morgan created Bladez Toyz, an R/C toys firm and won the challenge. Jones is a 24 per cent shareholder and takes an active interest in the firm.
Morgan says: “Peter Jones is an inspiration to work with and has supported Bladez 100 per cent since we started.” Bladez Toyz has since supplied its products to many major retailers as well as a range of independents and buying groups. Morgan is also working with distributors in Mexico and Europe, and in Denmark has launched toy concessions in one of the largest Danish hypermarkets, Bilka. The firm also signed exclusive rights to the flying toys category for the film, Terminator Salvation. Morgan offers: “Terminator is such an iconic licence and was an ideal fit with the Bladez philosophy.”
Morgan with business partner Jones
Once he has shown his range at Toy Fair in 2010, Morgan hopes to expand the concession business model. He says: “We can provide real innovation, exceptional customer service and value for money all in keeping with our retailer’s social and ethical requirements.”
SHOW PREVIEW NEW YORK TOY FAIR
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New York statement EACH FEBRUARY, the American International Toy Fair brings the toy industry to New York to see more than 1,200 exhibitors and 100,000 products – including an estimated 7,000 toys being unveiled for the first time, most not seen at any other trade show. From buyers and licensors to manufacturers and media representatives, the four day show draws over 20,000 attendees to New York City’s Javits Convention Center.
including a report on implementation of the federal Consumer Product Safety Improvement Act (CPSIA). An update will also be provided on efforts that are now underway to advance the harmonisation of toy safety standards from around the world. On February 16th and 17th, Engage! Expo (previously Virtual World Expo) will co-locate with Toy Fair at the Jacob Convention Center. Engagement was highlighted as one of
The American International Toy Fair offers more than 1,200 exhibitors and 100,000 products - including an estimated 7,000 toys being unveiled for the first time, most not seen at any other trade show. In conjunction with the show, the Toy Industry Association (TIA) hosts an array of events to bring exhibitors, attendees and trade guests together to network, learn and share in the business of toys and play. Kicking Toy Fair week off on Saturday, February 13th is the 10th annual Toy of the Year (TOTY) Awards with twelve product categories up for grabs plus an overall Toy of the Year for the single best product. The second day of the show begins with a presentation about the Toy Safety Certification Programme (TSCP). Launched on October 1st last year the TSCP is an initiative to help enhance the safety of toys sold in the US. Toys certified under the programme will begin to appear on retail shelves throughout 2010. The annual Toy Fair Toy Safety Session provides an update on state and federal legislation and regulatory activities affecting the toy industry,
the top four toy trends identified during Toy Fair 2009 as digitally-native kids, video game-savvy dads and connected moms continue to embrace the relationship between technology, digital media and toys. There is also a green theme, with the introduction of an Earth-Friendly Product Zone - a new space on the show floor that will allow exhibitors with environmentally friendly toys to connect more easily with retailers who seek such specialised products. Additionally, a host of new technology-driven features designed to make show navigation easier and more efficient, while reducing the event’s carbon footprint, will also be launched. In short, buyers looking to capitalise on tomorrow’s trends, technology and creativity can find it at Toy Fair. Analysts and forecasters, global media outlets and industry movers and shakers all cite AITF as the place to discover the next big thing.
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The American International Toy Fair makes its traditional appearance in New York in February. It offers a great many products not available to view anywhere else and a comprehensive seminar programme. Here’s what’s on view in the Big Apple…
SEMINARS THE POST-RECESSION CONSUMER: WILL RETAIL EVER BE THE SAME? George Whalin Keynote Sunday, 14th February 8:45-9:45 AM Special Events Hall Level 1D George Whalin, a retailer for 25 years before founding Retail Management Consultants in 1987 shares proven tactics for readying businesses to serve the more budget-minded postrecession consumer. The program is jam-packed with real-world ideas and insights to take back and put to use right away. TOY FAIR SAFETY UPDATE SEMINAR Monday, 15th February 9:15am – 10:30am Special Events Hall 1D A session providing an update on pending state and federal legislation impacting the US toy industry and an overview of TIA’s efforts to prevent the passage of any harmful legislation or regulation; the latest, most up-todate status of the implementation and development of the CPSIA and the opportunity to hear about efforts that are now underway to advance the harmonisation of toy safety standards around the world. TOY SAFETY CERTIFICATION PROGRAM (TSCP) PRESENTATION Monday, 15th February 11:00am – 12:30pm Special Events Hall 1D Learn how the Toy Safety Certification Program (TSCP) will help companies meet CPSC and CPSIA requirements.
GROWING GREEN: A TOY INDUSTRY UPDATE ON ENVIRONMENTAL SUSTAINABILITY AND BOTTOM LINE GROWTH Monday, 15th February 3:00PM – 4:30PM Special Events Hall 1D TIA Members: Free Toy company principals, quality assurance staff, sales and marketing personnel, product managers, purchasing agents and operations managers are encouraged to register for this session designed to educate, encourage and inspire attendees to increase their ecofriendly practices in order to run a more sustainable business and increase the bottom line. A GUIDE TO EXPORTING: THE TOY INDUSTRY – CHALLENGES AND OPPORTUNITIES PRESENTED BY THE US DEPARTMENT OF COMMERCE Tuesday, 16th February 11:00am Toy Fair 2010 was selected by the US Department of Commerce to participate in the International Buyers Program. Meet with and learn directly from a DOC toy expert to design your own international outreach strategy. The session will provide guidelines on becoming export-ready; and if already active on the global stage, this session will offer details on growth-market expansion. For up-to-the-minute seminar information, please visit www.toyassociation.org
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TOTY AWARDS NOMINEES ACTIVITY TOY OF THE YEAR ■ Harumika - Bandai America ■ Musicolor - Delta Creative ■ TRIO - Fisher-Price ■ Girl Gourmet Sweets Candy Jewel - JAKKS Pacific ■ Chixos Design a Luxury Loft - Spin Master ■ Crayon Town - Wild Planet Entertainment BOY TOY OF THE YEAR ■ Nerf N-Strike Raider Rapid Fire CS-35 - Hasbro ■ Transformers Constructicon Devastator - Hasbro ■ Duck Hunter - Interactive Toy Concepts ■ EyeClops Night Vision 2.0 by JAKKS Pacific ■ Matchbox Rocky the Robot Truck - Mattel ■ Bakugan 7-in-1 Maxus Dragonoid - Spin Master ■ Laser Zero Gravity - Spin Master EDUCATIONAL TOY OF THE YEAR ■ Desert Biodome - DuneCraft ■ Mythbusters Weird Water World - Elmers Products ■ Tag Junior Book Pad - Leapfrog ■ Super WHY! Touch & Learn Super Duper Computer Learning Curve Brands ■ Mindstorms NXT 2.0 - Lego ■ SmartGlobe 3 - Oregon Scientific ■ Zippity - Leapfrog ELECTRONIC ENTERTAINMENT TOY OF THE YEAR ■ Bop-It! - Hasbro ■ Duck Hunter - Interactive Toy Concepts ■ EyeClops Mini Projector - JAKKS Pacific ■ Swinxs - Swinxs ■ Rubik’s TouchCube - Techno Source ■ Mindflex - Mattel
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GAME OF THE YEAR ■ Bop-It! - Hasbro ■ Scrabble Slam Card Game - Hasbro ■ Mindflex - Mattel ■ Uno Moo! - Mattel ■ Bakugan Trap - Spin Master ■ Big Buck Hunter Pro TV Games - JAKKS Pacific ■ Sort It Out! by University Games
OUTDOOR TOY OF THE YEAR ■ My 1st Scooter - Radio Flyer ■ Razor RipRider 360 - Razor ■ Razor Spark Kick Scooter - Razor ■ Smart Trike Deluxe - Smart Trike ■ Air Hogs Switchblade - Spin Master ■ Swinxs - Swinxs ■ EA Sports Voice Command Pitching Machine - Toy Island
GIRL TOY OF THE YEAR ■ Harumika - Bandai ■ Barbie Fashionistas - Mattel ■ Moxie Girlz Art-titude Doll - MGA ■ BFC, Ink. 18-inch Doll - MGA ■ Liv Dolls - Spin Master ■ Zhu Zhu Pets - Cepia ■ Princess Tiana 11.5” Doll - Mattel
PRE-SCHOOL TOY OF THE YEAR ■ Handy Manny’s Repair Shop - Disney/Fisher-Price ■ Tonka Chuck & Friends Chuck My Talking Truck - Playskool ■ Cozy Coupe 30th Anniversary Ed. - Little Tikes/MGA ■ Imaginext Dragon World Fortress - Fisher-Price ■ Bilibo - O Kido ■ Rocky the Robot Truck - Mattel
INFANT TOY OF THE YEAR ■ Gentle Giraffe - Cloud B ■ Crayola Beginnings Color Me A Song - Crayola ■ Laugh & Learn Learning Farm - Fisher-Price ■ Seedlings Ivy - The Goldberger Company ■ My Pal Scout and My Pal Violet - Leapfrog ■ Yookidoo Swap-N-Go Snail - International Playthings ■ Twilight Turtle - Cloud B
PROPERTY OF THE YEAR ■ Bakugan - Cartoon Network ■ Transformer - Hasbro ■ Lego ■ Barbie - Mattel ■ iCarly - Nickelodeon/Viacom Consumer Products ■ The Princess and the Frog - Disney ■ Star Wars - LucasArts
MOST INNOVATIVE TOY OF THE YEAR ■ Nerf N-Strike Raider Rapid Fire CS 35 Blaster - Hasbro ■ EyeClops Mini Projector - JAKKS Pacific ■ Mindflex - Mattel ■ Zhu Zhu Pets - Cepia ■ Air Hogs Switchblade - Spin Master ■ Air Hogs Zero Gravity Laser - Spin Master ■ Printies Design Studio - Techno Source
SPECIALTY TOY OF THE YEAR ■ Twilight Turtle - Cloud B ■ HEXBUG Micro Robotic Creatures - Innovation First Int. ■ Shopping Cart - Melissa and Doug ■ Captain Owen’s Dolphin Explorer Boat - Sprig Toys ■ Pentago - Mindtwister USA ■ The Dangerous Book for Boys - Classic Chemistry ■ Thames and Kosmos EcoAquarium - Wild Creations
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Nuremberg 2010 The expansion of Spielwarenmesse shows no sign of slowing down and this year’s show will once again top the year before. We feature the exhibitors, brands, products and licences that will be making a noise at the event, giving you an early heads-up on what to look out for at the world’s largest toy trade expo....
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NUREMBURG 2010 SHOW GUIDE FLOORPLAN
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Exhibitor
Stand
Adrenaline Brush
10.0 - C-17
Anthony Peters Manufacturing
9 - C-02
Exhibitor Invicta Education J Perkins (Distribution)
Art Meets Matter
12.0 - B-04-4
James Galt & Co.
BCE (Distributors)
12.0 - B-04-3
Keel Toys Kiddimoto
BigJigs Toys
3 - B-46
Stand 12.0 - C-01-6 7A - F135
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Exhibitor Russimco
1 - C-09
Scholastic Int.; Klutz & Chicken Socks
10.0 - G-19
3 - B-57
Schumacher Racing
7A - A-131 4A - C-209
6 - C-08
Screen Products Dirty Down
Kit for Kids
4 - A-26
Selwood Products
Kitfix Swallow Group
4 - B-88
Schleich
Cassidy Brothers
12.0 - C-04
Le Toy Van
3 - B-26
Seven Towns
Century UK
7A - B-135
LeapFrog Enterprises
Commotion Group
12.0 - A-04-6
Community Products (UK)
3 - A-15
Creative Art Products
TBC
5 - D-72 10.0 - D-24
Kids@play / Malcolm H Evans
TBC
1 - F-41
Sambro International
4 - E-51, F-50
Brainstorm Brian Clegg
Stand
Russ Berrie
Bâ&#x20AC;&#x2122;ham Chamber of Com. 12.0 - A-04, B-03, B-04, C-01 12.0 - B-03-3
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8 - D-02 6 - B-20, C-21 10.0 - H-12
6 - A-20, B-21
Shaw Magnets
12.0 - A-04-6
Learning Resources
4 - A-05
Shaw Magnets
12.0 - A-04-6
Lucy Locket
1 - D-09
Shesto
M Richard (2002)
12.0 - B03-6
Skipper Toys Smiffy's
3 - B-60 9 - C -50
Danbar International
6 - B-15
Magmatic
Deans Marine
7 - D-69
Mamas & Papas
2 - C-01
Speechmark Publishing
12.0 - B-04-5
Dean's Marine / Albion Alloys
7 - D-69
Manhattan Toy Europe
3 - D-42
Sport and Playbase
12.0 - B-03-8
Martin Yaffe International
6 - C-29
Dice & Games Drake Educational Associates Edtech Educational Technology Education Essentials
Stevenson Brothers
3 - B-44
1 - A17
Mattel 12.2 - P09, P14-15, 7A68, 2 - B-09,C-06
Syot
6 - C-30
TBC
10.0 - J-01
Dowman Imports
Max Protection UK/Safe Albums (UK) Ltd 10.1 - E-07
T.T.S. Group
12.0 - C-01-3
5 - D-82
Meadow Kids c/oGlobe IQ
Taskmaster
12.0 - B-03-7
4 - B-39
Millhouse Manufacturing Design
Educational Advantage
12.0 - B-04-2
Mookie Toys
EDUK 8
12.0 - C01-2
Nad Developments (Wow)
Enesco Fiesta Crafts Findel Education Gen Four Two Global Brand Factory
1 - A-01b
Natures Purest
1 - B-11
Novalia Limited
12.0 - A-04-1 10.0 - C-01 12.0 - A-04-2
Orchard Toys Oxford Diecast Peco Pritchard Patent Product Co.
1 - B-39
Peta (UK)
Golden Bear Products
5 - C-15
Peter Haddock
Grant & Bowman
4 - C-01
Petron
Goldbug (UK) Europe
Green Board Game Co. Greenbrook Automations H P Gibson & Sons Haba Halsall International
12.0 - B-03-1 9 - A-38
Insect Lore Intertoy
2 - A-09 10.1 - D11 10.0 - I18 7 - B-59
Tech Group (UK) Teleview Marketing Group
5 - A-57
The Ninja Corporation
8 - D-06
The Puppet Company
1 - F-11
The Trading House
4 - C-20
Thinkplay
4 - B-39
4A - A-230
TOBAR
12.0 - B04-5
Tomy UK
10.0 - F-07 12.0 - A-04-5
TBC 12.0 - B-03-2
Top Class Products tp Activity Toys
4 - F-95 12.2 - P-17a 12.0 - B-04-7 8 - B-04
Trade Psyche
1 - E-33
4 - F-39
Treasure Trove Holdings
4 - B-25
Plum Products
8 - E-17
Trends UK
10.1 - E-12
2 - E-03, F-04
Pocketbond
7 - F-31
TTS Group
TBC
12.2 - P-17
Pockos RPL
12.0 - F04c
UKIC
TBC
10.1 - F-12
Premium World
Infantino UK
12.0 - C01-1
TC Digital International
9 - D-76
Polydron (UK)
Hy-Pro International
TBC 7 - A-20
Playmais
Horizon Hobby UK House of Marbles
12.0 - F-04a
Pioneer Europe
Hobby Products Int. Europe 7A - D-111, D -117 Hornby Hobbies
TBC
7 - B-79
7A - A-128 7 - E-43, F-30, F-36 10.0 - B-04, C-09 8 - E-18, D-21
Qbyke Limited Raleigh International Renart
12.0 - B-04-1 TBC 12.0 - A04-3 7 - C-08 12.0 - C-01-5
Unique Party Universal Cycles Wentworth Wooden Jigsaws Weston UK Willis Toys
9 - A-77 TBC Foyer Hall 10.0 - 09 7A - F-101 12.0 - C-01-4
2 - F-02
Richard Edward
10.1 - D11
Wizard
5 - D-29
Ripmax
7A - B-165
Worlds Apart
8 - C15
Wow Stuff, China Industries
6- B-29
5 - B-54, C-55
Rubies Masquerade
12.0 - I-21
12.0 - B03-5
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MATTEL Mattel is in for a big year and has a portfolio which includes an array of stand-out brands including WWE, Thomas and Friends, 3rd & Bird, Guess With Jess, Toy Story 3 and Disney Princess, alongside new developments for evergreen Mattel properties Barbie, Hot Wheels and Fisher-Price. Barbie will build on its groundbreaking, fashion campaign with several high-end fashion collaborations opening up new retail channels and keeping the brand firmly in the fashion spotlight. The all-new Disney Princess range will combine product innovation and increased features with a strong aesthetic. A core portfolio of fashion dolls, bath toys and play-sets will be
FEBRUARY 2010
12.2 – P09, P14-15, 7A68, 2 – B-09, C-06 supported with key product launches timed to entertainment releases, including new offerings for the spring theatrical release The Princess and The Frog, autumn theatrical release Rapunzel and DVD release Beauty and The Beast. The Formula Hot Wheels campaign launched in 2009 saw tens of thousands of boys signing up to join the club, each earning points to help their team win race-offs hosted on Cartoon Network. Formula Hot Wheels will continue to reach out to boys throughout the coming year. Spring also brings the launch of Colour Shifters Power Creatures – half beast, half car, mutant-styled vehicles featuring unique memory paint, upping the colour change
possibilities for four different colours on every vehicle. The Toy Story hype will continue throughout 2010 with the launch of the third film in July. There are further additions to the strong action figure collection including six-inch Woody and Bullseye and 12-inch Talking Jessie, as well as Toy Story twists in other categories from games to vehicles. Mattel’s new WWE collection is set for a strong spring launch with rings, belts and an extensive figure collection. Brand new for the WWE toy line and featuring the number one requested detail by kids, the Flexforce action figures feature signature wrestling moves. TV driver and key play-set in the range, the Breakdown Brawl Ring
enables kids to recreate matches from the show with the new collection. A high impact campaign featuring press, TV and PR will support the launch. The big news for the Fisher-Price label is the launch of the Thomas and Friends collection. Take ‘n’ Play, an extensive range of die-cast vehicles showcasing favourite characters, will also include the all new Talking DieCast. Take ‘n’ Play play-sets are innovative fold-up pre-assembled track sets. Each simply opens out revealing a different location from Thomas’ world including the Tidmouth Sheds. FisherPrice will support the range roll-out with a major marketing programme in conjunction with Hit Entertainment and capitalising on the noise surrounding anniversary celebrations.
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VTECH
VTech’s 2010 range contains a number of fresh cornerstone products, including a new animated reading system, new video addition to the Kidizoom range and a portable learning system. The firm’s animated reading system (likely to be called Story-o) is the first such product for children. The interactive book brings reading to life for three to seven year-olds, animating stories and characters in an easy-touse format. There are three modes of play – watch the story, read the story and reading games; children can focus on learning key words and definitions. The system introduces play and learning so that children can work through the reading curriculum. It includes parent-friendly features, such as reading records and a progress tracker where parents can help their children to interact and learn. The MobiGo Portable Learning System (for four to seven year-olds) is a handheld portable unit that delivers gaming with age appropriate curriculum learning. It features a touch-sensitive screen that encourages children to tap, flick, drag and spin within the gameplay. Children can develop classic school skills whilst playing along with their favourite characters from film and TV. 2010 sees the expansion of the Kidizoom brand with the upgrade to the Kidizoom Plus Camera in January, which replaces the existing standard Kidizoom products, at the same price. Kidizoom VideoCam is a first-ever video recorder. It features an LCD screen, 4x zoom, shutter button and function selector. It also has screen stamps, video effects and face tracking technology, which means the effects stay on the person as they move. Effects can be created to throw
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custard pies, blow out the candle on a cake and more. KidiCom are walkie talkies with a range of 1km. With ultra tough design, they will resist wear and tear from knocks and drops and allow kids to send pre-set messages to each other. Features include cartoon-style faces and lip-sync technology. The new Toy Story 3 range includes a Buzz Lightyear Digital Camera. The two megapixel camera includes photo distortion effects, Toy Story animations and frames. Simply connect to a TV or PC to view the pictures. Similarly, the Disney Princess Digital Camera features Disney Princess and her friends in animations and frames. The firm is also completely refreshing its Winnie the Pooh offering in 2010 to mirror a return to the story’s roots and a focus on Winnie himself. The range includes the new Winnie the Pooh Play & Learn Walker, Winnie the Pooh Play & Learn Gym and new Play & Learn Laptop. To add to the success of V.Smile Motion, autumn/winter 2010 will see the inclusion of two new bundles – V.Smile Motion with Cinderella and V.Smile Motion with Thomas & Friends. VTech Baby products will include a bath toy range for the first time, including the Octobubble Orchestra, Splash and Sing Submarine, Sing and Splash Fish, Bath Friends Turtle and 2-in1 Splashing Fun Bath Seat.
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TOMY Tomy’s stand at Nuremberg will be packed with new products and ranges, including the introduction of Tomica Hypercity; a new toy range to support the Harry Potter and the Deathly Hallows movie and innovations within core brands Aquadoodle and Play to Learn. Tomy is master toy licensee for the final instalment of JK Rowling’s famous wizard, Harry Potter and the Deathly Hallows. The firm will launch a range of action figures, role-play items, electronic toys and puzzles for the two-part movie finale, due for release in November 2010 and July 2011 respectively. Tomy also has the rights to launch products from the World of Harry Potter style guide, which is non-movie specific and offers flexibility in launch timing outside of the theatrical window of the films. The product launch will be supported with a marketing campaign including TV and cinema advertising. 2010 will see the return of a toy line from 2002 – Micro Pets-i. This time around the collectable pets can move, talk, sing and fit into the palm of your hand. The Micro Pets-i retail at £9.99 and have sensors you can control by tapping your finger on their special ball in front of them. Already a hit in Japan, nine Micro Pets-i cats, dogs and bears will be in the range. Tomy will be rolling out a major marketing campaign for the brand focusing on a microsite, a TV campaign with over 300 TVRs and a competition to win a special edition Micro Pet-i. Tomica is a new boys brand for four to seven-year-olds, combining a range of play patterns. It’s a modern metropolis bringing together trains, tracks, vehicles and little people that kids will love to play with for hours. Tomica is based on two themes: Hyper City & Hyper City Rescue. Available from July 2010, Tomica will launch with 28 products, from £2.99 to £69.99, including vehicles, trains, accessories, destinations and play-sets.
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Tomica will be supported with a marketing campaign. At retail there will be display units, bespoke POS, cross sell leaflets and window displays available and consumer events will take place. The firm is also planning a consumer launch, including experiential marketing with a Tomica Bus Tour, PR and TV advertising. The TV campaign will target boys and run throughout the second half of the year with over 400 TVRs. Following its first year as distributor of K’Nex, Tomy will launch new items across all age categories, from Kid K’Nex with value tubs through to new licences with the introduction of the new Monster Trucks Assortment, retailing at £4.99. There will also be bigger builds available within the nine-plus category and the hero item is the Hot Shot Video Coaster, with an onboard camera enabling kids to shoot and download footage of this amusement park ride, retailing at £99.99. Aquadraw continues to be one of Tomy’s key brands and moving into 2010 it rebrands from Aquadraw to Aquadoodle. The new spring lines will be taking the Aquadoodle name and will then roll out to the new autumn/winter lines in June 2010. The Aquadoodle range for 2010
combines no-mess drawing with water and sound effects for the first time. The new Animal Magic Sounds Aquadoodle at £29.99, offers children a new and engaging drawing experience, with 14 farmyard sounds. Aquadoodle will see two licensed ranges for autumn/winter 2010. Peppa Pig and Toy Story 3 will become the hero licensed mats in the range, both priced at £29.99. Tomy is planning a marketing campaign focusing on the hero lines for 2010, Animal Magic Sounds and Toy Story 3, including TV advertising (over 400 TVRs), cinema advertising and an online campaign. There will be four new introductions to the Play To Learn sub-brand in 2010, including some never seen before technology and innovation, like Mr Colour Maker, an interactive mixing pot developed to teach children about colour in a unique way, with no mess.
Hero items Pic ‘n’ Pop (£19.99), Magical Melody Maker (£29.99) and Mr Colour Maker (£24.99) will be supported with television advertising and press targeting parents.
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MEGA BRANDS 2010 marks the 25th anniversary of Mega Bloks and the company is preparing for a big year for the brand. Mega Bloks is aiming to stay true to consumer expectations with its new range and continue to provide a strong building play experience for kids aged one and over. The new product range will include the Spin n Sort bucket, the innovative Rocker Stacker and the Mini Brick Bucket along with a refresh of the well-known classic – the Mega Bloks Building Imagination Bag. To celebrate Mega Bloks’ 25th anniversary, the company will be
HALL 4 STAND C-81 AND D-80 running a high profile marketing and PR campaign to further strengthen the core maxi business and maintain popularity with pre-school mums across the UK. Mega has secured a number of licences for 2010 including the video game licence Halo Wars and the evergreen boys’ pre-school licence Thomas & Friends. Both of these new ranges will be the major focus for the second half of the year. Mega will be launching Thomas & Friends construction play-sets which allow pre-schoolers aged three and over to build and rebuild scenes from the
worldwide TV series. Halo Wars figurines and play-sets will be more of a focus for Mega with new additions to the range. The firm will also be introducing the boys’ property Dragon’s Universe in the second half of 2010. A comprehensive range of construction toys will also be introduced to support the eagerly anticipated movie from Marvel – Iron Man 2. One of Mega’s success stories from 2009 is
FEBRUARY 2010
anticipated to go from strength to strength in 2010. Battle Strikers launched as an instant success around the world. In the UK, the product earned a spot on Hamleys’ top toys for Christmas list and also secured a coveted place in the Toy Retailers Association Christmas Dream Dozen, significantly helping Mega in regaining its position in the UK toy market. Set to take centre stage again this year, the first quarter will be gearing towards refreshing the range, followed by an Easter launch of the ultimate Metal XS series. With series two already adding 14 new striker designs to build on the customisation
and collectability factor, Metal XS is going to bring a new battling experience with metal armoured strikers and more to come. With TV advertising, channel sponsorship, PR, events and promotions making up the marketing campaign for Battle Strikers last year, Mega will be continuing to invest heavily in this area, supporting retailers and creating further excitement around all of its key brands. Focus will, however, remain on upgraded advertising campaigns at key points during the year, including February half-term, Easter, May and the fourth quarter. Mega Brands will be attending Toy Fair in Nuremburg and New York to showcase all its major ranges and continue to maintain its presence within UK and international trade circles and will continue to support the needs of the Independent sector through the Toymaster May Show and its distribution channel, which is managed by Halsall.
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HTI
HTI (formerly Halsall International) will display a wide collection of ranges in its permanent 300 sq metre showroom in Hall 12. A new range for the show is Chicco, one of the world’s strongest nursery brands. Also present will be the firm’s Silver Cross junior collection, with new designs and fabrics, as well as a range featuring Peppa Pig. HTI is introducing a line-up of household items in its Smart range and there will be a new selection of Winnie the Pooh products on display too. Teamsterz and Roadsterz ranges will be demonstrated at the show as well. And, as master toy licensee for the construction brand in Europe, HTI will be unveiling new additions to its JCB range of vehicles and role-play, wheeled and outdoor toys.
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Wheeled toys and protection gear will back this summer’s release of Toy Story 3, with the Buzz Lightyear 14-inch Dynamo Bike and Wheel Bubble Scooter being highlights. HTI will also present summer lines for Barbie, Disney Fairies and Spectacular Spider-man and wheeled toy ranges of Disney Fairies, Spectacular Spider-man, Hello Kitty, Gogo’s Crazy Bones, Gormiti, Roary the Racing Car, Baby Annabell and Baby Born. New to the X Factor range is the Audition Microphone, while the firm’s Simpsons line includes new Bart and Homer Micro Speedsters. Finally, a number of everyday toy ranges will be on display including Wood Works, Jokes & Gags and Dream Creations dolls and play-sets.
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SCHLEICH
Schleich – which is celebrating its 75th anniversary in 2010 – has three scheduled launches every year, which consist of a number of additions to its play worlds, including new figures and play-sets depicting wildlife, farm life, historical periods and a fantasy collection called Bayala. The latest addition to the company’s extensive portfolio is the Schleich plane. This is based on the traditional fixed wing prop plane that is commonly seen in the wildest regions of Africa,
BRAINSTORM The company will be displaying its award-winning CitiBlocs at the show – they’re wooden construction blocks that are cut from high-grade pine. Every piece is exactly the same shape and size and building requires no glue, no mess, no connectors, no magnets. Builds can be as complex or as simple as you want. CitiBlocs will be available in packs of 50, 100, 200 and 300 blocks. In the US, this product has won 14 industry awards including Dr Toy, Parenting Magazine and Best Green Product. Meanwhile, Mostaix is a brand new range of arts and craft products that enables children to make mosaic style pictures. The snap-in pieces stay in place without the use of glue or ironing – children simply follow the real-size pattern to make the picture. Mostaix will be available in three sizes. The 264 piece pocket-money set will be suitable for beginners and younger children. The mid-price set will contain 1,332 pieces for slightly older kids and the 4,440 piece set will appeal to craft enthusiasts. There will be 18 different pictures to choose from. There are also plenty of new additions to Brainstorm’s The Original
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the Australian Outback and the plains of South America. Visitors to the stand will also be able to see the new Bayala tribe, called Arelan, which is specifically aimed at boys. Arelan introduces metamorphic figures of hunters and warriors, transformed with features belonging to their animal companions such as wolf, falcon, panther and stag. The range encourages storytelling and role play, but at a slightly older level than the traditional animal figures.
HALL 12, STAND A04, B03 Glowstars Company brand. The Astro Projector Torch has three domes to project different space patterns onto
bedroom walls, such as stars, planets or spacecraft. Kids can construct their own planet mobile with the Glow Solar System, now packaged
in an impactful clamshell pack, or add glow in the dark highlights to pictures with Glow In The Dark Pens. 2010 sees Brainstorm adding licensed metallic stickers and foam room decorations to complement its existing range of room accessories. Stickers feature the likes of Hello Kitty, Hannah Montana and Jonas Brothers.
With Mostaix, children can make mosaic-styles pieces of art by simply snapping sections together while following a pattern
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TREASURE TROVE
2010 will be the third year that Treasure Trove has exhibited at Nuremberg. The firm believes that one of the main advantages in being at the German showcase is that four of its major suppliers – Brio, The Orb Factory, Safari and Quercetti – exhibit either in the same hall or adjacent in Hall five. “This gives our customers a great opportunity to see the full extent of our suppliers’ ranges and, in the case of Brio, the only chance to view all the
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new products before we show them for the first time in the UK at the Toymaster show in May,” explains business director Elizabeth Nield. Of the six brands that Treasure Trove will be displaying on its own stand, the company will be unveiling a new licensing deal, based on a girls’ TV show, for Breyer, plus a new educational brand. There will also be line extensions for the Scrunch-bucket and Hair-ee Magno-z brands, as well as the launch of the Peter Fish yo-yo line. The launch of Uberstix is one of the most important events for Treasure Trove in 2010. The Uberstix Aeroforce gliders ship in February, while the Uberstix Scavenger series will be TV advertised in the second half of the year.
HABA Haba’s stand will fill almost all of Hall 2, with the firm highlighting its indoor and outdoor toys, gifts, books and games and furniture, as well as promising a few surprises. One of the most popular lines is the Biofiono Toy Shop. New additions for 2010 include a sturdy wooden shopping caddy, with plenty of room for the weekly shop, plus a doll seat and rubber tyres. There are two new shopping nets – one containing wooden vegetables and the other wooden fruit – while a cookie assortment, fish, fruits and vegetables are added to the range of fabric foods. A bear, crocodile and rhino have been added to the Zoolina pre-school building blocks line; the characters can be stacked on top of each other and then pulled along on their own wheels. Keeping with the animal theme, Haba is introducing a line of wooden animal scooters – Horse Paulina, Bear Bean, Cow Caro and Crocodile Chris. The firm’s construction blocks range includes favourites such as Coloured Building Blocks Maxi and the Ball Track Construction Set. A number of new accessories will also be introduced for this, including a Double Wave Ramp, Looping Track and Ball Track Monster.
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GIBSONS GAMES
Gibsons Games will aim to strengthen its core brands in 2010, extend its line of children’s puzzles and launch a number of new brand extensions. The highlight for Nuremberg will be the My World range of children’s puzzles. In the space of a year since the line’s launch, My World has won a Good Toy accolade, a Right Start Silver Award and a Practical Pre-school Gold Award. Designed in collaboration with child and play psychologist Dr Amanda
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Gummer, the puzzles match early year goals and are made in the UK from 100 per cent recycled board. A further four titles will be added to the range at the show. In addition, the company will be relaunching classic games from its back catalogue, giving them a modern twist, while it will also be previewing a number of highlight puzzles for 2010. These will be produced using thicker, recycled board and using images from bestselling artists.
HALL 2, STAND E3-F4 Haba is moving into the organic market as well, with several ranges made using high quality organically farmed cotton. These include Guardian Angels Tine and Toni, plus Pure Nature Cottis, a collection of soft lambs for newborns.
Live, Play and Learn.
Visit us at our new location CCN West, Foyer Hall 12.0
Partner Country at Spielwarenmesse
Nürnberg 2010 04.02.–09.02.
Further information:
www.toysfromspain.com · consumo.londres@mcx.es
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WOWWEE
WowWee has signed the rights to distribute the Wild Planet range in the UK, including the Spy Gear products, which will be on display at the show. The Spy Gear brand will celebrate its tenth anniversary in the UK this year and the companies will be working together to create a campaign to promote the range. Graham Spark, sales director for WowWee, said: “We’re excited about joining forces with Wild Planet. Its products are a fantastic addition.” The firm will also be introducing new products to the Alive line, new WowWee robots and launching Paper Jamz in 2010. Paper Jamz is a range of
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uniquely thin guitars and drums, which apparently make playing music easy to pick up and play. The technology enables kids to play perfect pop tunes and rock anthems by simply touching the graphic printed on the instruments. The range will launch with the Paper Jamz Guitars (£24.99) in May 2010, followed by the Paper Jamz Drums and Amp in August. WowWee’s line-up of Wild Planet products will include the Spy Gear range, with the new Evidence Kit (£14.99); Skeleflex, the construction system with bones; Crayon Town, a collection of activity sets with Crayola crayons; and the Hyper games.
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DANBAR TOYS
HALL 6, STAND B15
Danbar Toys, the leading remote control toys manufacturer, will be at Nuremburg this year with its full portfolio of product. The company is hoping to build on its string of success from 2009, which saw strong performances from Danbar’s core product lines, such as helicopters, aeroplanes and vehicles, as well as the launch of new property Flash & Dash. Already a major hit in China, the Flash & Dash animated series tells the story of twin brothers Frank and Karl who move to a new area and become part of the remote control racing world. Danbar’s supporting product line includes 1:32, 1:40 and 1:60 scale RC cars and track sets based on vehicles that appear in the show. Turner Media has secured a partnership with Cartoon Network Too
CASDON TOYS Casdon Toys is looking forward to returning to the Nuremburg Toy Fair after great FOB business in 2009, and it will be seeking more partners worldwide to help raise awareness of the company’s offering throughout the year. Casdon is known for top quality roleplay toys and replicating the adult world. Children cannot help but want to copy what their parents do on a daily basis and therefore love role-playing, which is why the level of detail in Casdon Toys makes them so popular. Whether they prefer the Dyson DC14 replica or the Little Henry and Hetty vacuums, children love following their parents around pretending to clean up. For the more culinary-minded child, Casdon offers a great Hotpoint-branded cooker and washer too – not to mention the extremely recognisable George Foreman Grill replica. The firm’s timeless classics, such as the Sweet Shop and Post Office set, achieved record sales in 2009 and show no signs of decline, making them a must-have for all toy shops. Continuing with this shopping theme, Casdon Toys’ tills still remain a firm favourite, whether it’s the Mini Market Till or Chip
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to bring Flash & Dash to a primetime Saturday morning slot, with a re-run on Sunday, while a show every day over the festive period helped to raise awareness of the franchise and drive interest in Danbar’s products. Flash & Dash was showcased in 15 major shopping centres around the UK, giving kids the opportunity to interact with the brand and play in live tournaments, testing their RC skills. Extensive investment was made in TV advertising and PR, including promotional activity with national and kids’ press, and regional support for the shopping centre activity. 2010 will be an exciting year for Flash & Dash, with new licensing deals in the works that will enable Danbar to bring apparel, accessories and even more to the market, plus extensions to the product line.
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The Little Henry vacuum replica is a favourite among children eager to follow in their parents’ footsteps
& Pin Till. These tills can be complemented by an array of play food that the firm offers, and many of the play-food kits encompass recognisable brands such as Birds Eye or Baxters tins. This year will be the company’s 49th year at the show and with its range of quality licensed replicas and generic favourites, the company looks set to grow its way to its golden anniversary with Nuremburg. New for 2010 will be more top role-play ideas, including the Henry /Hetty Cleaning Trolley, a new fruit and veg basket and the Sat Nav Steering Wheel – a world first.
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FIESTA CRAFTS
Fiesta Crafts will be extending its award-winning range of Doowell Magnetic games at Nuremberg, with brand new Colour-in Play Scenes, including Knights and Dragons and Princess. Both feature magnetic double-sided playboards and over 50 colour-in magnetic-paper character and story pieces cut from exclusive special paper that sticks magnetically. These pack neatly away inside the magnetic board, making them an ideal holiday travel companion, whether it’s in the car, on a coach, train or plane, or even on the beach.
GOLDEN BEAR Golden Bear will be launching its brand new Ben and Holly’s Little Kingdom range of plush and plastic toys at Nuremberg this year. The lineup interprets the charms of the BAFTA award-winning programme and the range includes Holly’s Castle, Gaston Cave, Fluttering Wings Holly and Ben Elf. Also new is Timmy Time Wood. The range features the fun characters of Timmy and his friends from the new hit television show Timmy Time, through a wide variety of products, which includes dominoes, a height chart, a Timmy Time clock and a learning frame. Golden Bear’s wooden line-up will also be extended in 2010, with new products being launched within both the Peppa Pig and the My 1st JCB ranges. The My 1st JCB series of toys is being expanded, with 2010 marking the debut for new characters including Marty Mixer and Tommy Truck. And the range has been extended even further to include floor puzzles, wooden puzzles, dominoes and sit ‘n’ ride Talking Elvis.
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SPIELWARENMESSE HALL 1, STAND B11 Next up is the company’s Skipping Pals, a new concept that combines soft toy handles with character faces and candy-striped ropes, ideal for skipping rope games. There are six colourful handle characters in the range, such as the cheerful faces of Rabbit Skipping Pals, Duck Skipping Pals, Money Skipping Pals, Ladybird Skipping Pals, Fairy Skipping Pals and Pirate Skipping Pals. Following the success of the Tellatale range of puppets in 2009, Fiesta Crafts is pleased to introduce some new thoroughbred puppets: Arabella Riding on Coco the showjumping horse, and the brave knight and horse. The range is also joined by Robin Hood, Maid Marian, The Big Bad Wolf and three little pigs, and a graceful Ballerina. Fiesta Crafts will also expand on its bestselling range of embroidered educational wall hangings, with some beautiful new additions to the range. Pirate Numbers is designed to engage pre-school children in number play and early maths and comes with 55 fabric number coins that can be picked up and moved to reposition, together with plus and minus pieces for maths games. Lastly, children will find learning their alphabet is more fun with the My ABC fabric wall hanging. This makes an attractive bedroom or playroom decoration with colourful pockets for each letter of the alphabet. In the pockets are 52 cards with upper and lower case letters and a picture starting with that letter.
GREEN BOARD GAMES This year, Green Board Games will be introducing its new BrainBites range of products at the Nuremberg Toy Fair, a property the company has designed to help children develop their memory and knowledge. BrainBites is a new brand based around a Trivia Pursuit-style quiz game where children answer questions to earn themselves a brain cell – ideally as many as possible. The first player to fill their brain card with brain cells is the winner. Players can choose to answer an easy, medium or hard question and then earn brain cells accordingly. The varying difficulties introduce some strategy into how the players progress and build their brain cell total up.
HALL 12, STAND A04, B03 Each BrainBites game is presented in a tin with strong eye-catching shelf appeal. There will be a number of titles to choose from in the range, each with a different area of expertise. The initial wave of games will include Landmarks, Shakespeare, Myths & Legends, The Tudors, Safari and Dinosaurs. Green Board Games will also be announcing its new licensing partnership with the Science Museum, resulting in BrainBox Inventions. This title has been produced in the new and improved box design, which will soon be rolled out throughout the range. The BrainBites range, as well as its other products for 2010, will be available at Green Board Games booth – Hall 12, stand B-03-1.
HALL 5, STAND C15 This year will also see the launch of several new In the Night Garden products, growing the nursery range which has proved popular with children and parents alike. New additions include Igglepiggle and Upsy Daisy cuddle harnesses, which have been designed to ensure safety whilst children learn to walk with their favourite character. Soft and cuddly Snuggle Buddies will be available in the form of the Igglepiggle, Upsy Daisy and Makka Pakka characters, along with various brightly coloured and fun rattles, which are available in different styles. Golden Bear will also roll out a new range that’s based on the Aardman Animation’s production Shaun The Sheep. Shaun and friends will be available in a variety of both new and existing plush toys, including the new feature plush Hungry Shirley. 2010 sees the company moving into the Arts and Crafts market, securing new licences in Waybuloo, Mister Maker and Candy Blush. Golden Bear’s Arts and Crafts collection will also extend into existing licences Peppa Pig and Charlie and Lola.
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ORCHARD TOYS
Orchard Toys will be using the 2010 Nuremberg Toy Fair to celebrate its successes of the past few years. Export sales have been up on 2008 and the firm’s French product range, launched last year, has been selling particularly well. Visitors to its stand will be able to see new products for 2010, such as Once upon a Time Dominoes, Round and Round, If you see a Crocodile, Nursery Rhyme: Four in a Box, the Enchanted Forest jigsaw puzzle and the revamped Farmyard Dominoes. Also present will be Pop to the Shops, as well as recently launched games Ten Green Bottles, Old MacDonald Lotto and the Fairy Tales set of six little jigsaw puzzles.
HORNBY INTERNATIONAL Hornby International will be showcasing the best upcoming products from all three of its key business, including Corgi, Airfix and, of course, Hornby. From the latter, new train sets are ready to make the retailers’ shelves this year. They include Night Mail, featuring the ever-popular Travelling Post Office, and the Blue Rapier, the fast commuter train set that includes the Hitachi Class 395, which is also known as the Javelin. Meanwhile, Corgi fans can look forward to an array of new products for 2010 and there is certain to be something for everyone. 2010 will see the release of more models from the Colin McRae Tribute Collection including the Subaru Legacy 2000cc Turbo and the Subaru Impreza 2000cc. Staying with cars, the Golf MkI and the Cortina MkIV are likely to be popular additions to an already extensive range. New additions to the London 2012 range will be released, including taxis, figurines and keyrings. In terms of trucks, particular ones to keep an eye out for include the Scania 110/111 and the Seddon Strato, both from the 1970s/80s In the company’s Aviation range, 2010 will see the release of the Boulton
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SPIELWARENMESSE HALL 10, STAND I18
Sales of Ten Green Bottles have exceeded Orchard’s expectations. The gameplay is simple but fun. Players try to match the ten green bottles on their wall with ten dotty numbered cards and, if successful, posting them into the bottle bank. First to post all their bottles is the winner. Simon Newbery, managing director, commented: “We are really pleased at the way the company has performed, especially with our last two bumper years. We are constantly striving, not only to provide exciting, fun entertainment to help young children on their learning journey, but to improve customer satisfaction, quality control, and our commitment to operating in an environmentally friendly way.”
WOW TOYS
New additions to WOW’s toy range in 2010 will include Stanley Street Sweeper and Alfie’s Animal Adventure. Stanley Street Sweeper is a pushalong sweeper that comes with rotating cleaning brushes and a removable driver. His mechanical features make him compatible with the rest of the WOW range. Meanwhile, Alfie’s Animal Adventure is WOW’s new friction-powered animal feeding truck. It carries a removable orangutan and giraffe, and is driven by a safari man driver. Both toys are aimed at children aged between 18 months to five years old. The company will also be promoting its new fantasy-themed toy lines, which will offer a new opportunity for the pre-
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school market. These are set to be launched in early September, ready for Christmas 2010. WOW’s innovative pre-school toys are designed to encourage a child’s imagination through fun, discovery and play. The firm’s commitment to produce the highest quality toys for toddlers ensures that the new range of toys will be trusted, durable and safe. They are easily wiped clean and do not contain small parts or sharp edges. The toys are packed with fun, mechanical features, but without the need for batteries, so the fun never has to end. They are also collectable, as each set is compatible with the others and children can mix and match any toys from the range.
HALL 7, STAND E43, F30, F36 Paul Defiant, a highly sought-after WWII fighter aircraft. Corgi will also be releasing a series of aircrafts to mark the 70th anniversary of The Battle of Britain, which is celebrated next year. A busy 2009 saw Airfix celebrate its 60th anniversary, which included the launch of The Boys’ Book of Airfix and the release of a raft of new products in redesigned new packaging. Over 20 brand new models will be released in 2010, as well as new categories for the gift sets, including two brand new cars. Some exciting products for devout Airfix fans to look out for include the Vickers Valiant 1:72, Messerschmitt BF019E 1:48, Spitfire Mk XII 1:48 and the eagerly anticipated Aston Martin DBR9 1:32.
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RICHARD EDWARD
Richard Edward is a manufacturer of card-based products and a strategic partner to many games brands including Top Trumps and Monopoly. Established for 30 years, the company has the capacity to produce in excess of 40 million decks of cards per annum using its fully integrated in-house facilities. It produces trading card sets, card components for board games, standalone card games and playing cards for promotional and conventional use, and deliver throughout Europe and worldwide. Richard Edward offers a range of specialist printing and innovative finishing processes to ensure it can meet the most demanding creative brief for any client.
HALL 12, STAND A04, B03
From foiling, to glow-in-the-dark or creating inks that react to temperature, to randomised collation and unique coding within trading card sets, the processes enable interactivity and engagement with consumers. And because everything the firm does is carried out on one site, it offers flexibility to work to its customers’ needs and forecasts. The company offers excellent environmental credentials including FSC and Green Mark, together with scope to reduce carbon footprint by purchasing a truly British product. Richard Edward is also audited to Global Sourcing Principles (and can be found on the SMETA database), the ETI base code, and holds both Investors in People and ISO 9001 accreditations.
WORLDS APART Visitors to the Worlds Apart stand will be able to see the latest developments in its Dream Town collection and a new range of children’s furniture, developed since the company secured the Disney MDF furniture licence in 2009. With items available in Disney licences such as Disney Princess, Toy Story and Cars, the MDF range consists of practical children’s furniture, including a single bed, table and chair, six bin storage unit and toy chest. Decorated with all the favourite characters, the range perfectly complements Worlds Apart’s licensed ReadyRoom collection. With a new addition to its Dream Town role-play range, Worlds Apart continues to build on the current collection, which includes the Rose Petal Cottage and the Gaskett’s Garage, with its garage forecourt on one side and workshop on the other. Taking Dream Town in a fresh direction for 2010, Worlds Apart has now combined two categories, role-play and plush, to create the new Strawberry Stables. This set has been designed to enable children to channel their
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WOW STUFF
Wow Stuff is launching its brands and products internationally for the first time at Nuremberg. Driven by the success of the Mystery UFO and Flitter Fairies (top sellers at Hamleys), the firm decided to take the products to Europe. With two patents and design
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registrations, it felt the uniqueness of the products and the video screen/FSDU solution would replicate well for European retailers. The firm has a line of complementary products launching to support the UFO and Fairies arriving in July 2010.
HALL 8, STAND C15 The Strawberry Stables from Worlds Apart brings plush and role-play together to make a new play environment
imaginations into real life animal nurturing role-play games. Pony lovers will have hours of roleplay entertainment with the new Strawberry Stables and plush pony. Fudge can be ridden, played with or cared for. The set includes the stables, Fudge the pony, bridle, reins, saddle, apple, brush and hair play and separate accessories include a Stable Care Set (inflatable hay bale, broom, nose bag and sugar treats), plus a Gymkhana Dress Up Set. The complete Dream Town range will benefit from strong marketing support in 2010, including TV advertising.
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SCALEXTRIC
Scalextric is adding a line of new sets to its range. Inspired by the Toy Story movies from Disney/Pixar, the new MicroScalextric set recreates all the magic and fun from the films. The set will be priced at £49.99. The Scalextric Start range offers an introduction to the world of 1:32 scale Scalextric slot racing. The sets will feature striking new cars and will be
HY-PRO Hy-Pro, which already has a global presence in Africa, the Americas and Asia, is looking to expand its European business and sees the Nuremberg show as a key component in that strategy. This year Hy-Pro will be heavily publicising its new Zinc wheeled toys brand. With Zinc, Hy-Pro aims to revolutionise the wheeled toy market by introducing into its products original interactive play features, while creating an utterly contemporary design language, unrestrained by licence or style guide. The result is a range of scooters, skateboards and other innovative wheeled toys all linked by a core brand identity, ethos and philosophy. Foremost among the products displayed will be the new Venom scooter, which hits shelves in the UK this spring. This all-new scooter features an integrated and completely concealed water blaster, powered by the movement of the scooter itself. In the spring, the much anticipated launch of Venom across an extensive range of UK retailers will be heavily supported by a 500 TVR TV advertising campaign, and visitors to the Hy-Pro stand in February will be able to see a preview of the new TV commercial.
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priced at £59.99, £69.99 and £79.99 respectively, with customers able to build four, six and eight alternative circuits depending on the price range they opt for. The 007 James Bond will pitch the Aston Martin DB5 from Goldfinger and the DBS from Casino Royale against each other. The set will be priced at £99.99 and will be available mid-year.
KSG
The craft and hobby kit manufacturer is best known for its flagship range Sequin Art, which boasts over 60 products. In addition to this, the firm produces Sequin Magic – aimed at the five-plus age group, it doesn’t use pins to fasten the sequins to the background, instead using self adhesive and a special sequin art ‘wand’.
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KSG also manufactures a range of craft kits, which are sold in more than 20 countries. Each year the company introduces around 40 new products into the market. New items from KSG include Stardust Creations, a Gel Mosaic Kit, a Russian Doll Kit, plus 12 new Sequin Art designs.
HALL 8, STAND E18, D21
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ART MEETS MATTER
Following on from the successful Bookchase board game, Art Meets Matter is now launching a new version based on the Penguin Books design. 2010 will see Penguin Books celebrating its 75th anniversary, with the game featuring in its marketing and promotional activities. Players simply have to chase around the board
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collecting books for their own bookshelf. Find one in the book corner, win a competition or answer a multiple choice question – it’s easy to collect the books, it’s keeping them that’s the tricky part. The first player to collect, find or steal six books and race back to the centre is the winner.
BIGJIGS TOYS Wooden toy specialist Bigjigs Toys expands its Baby Bigjigs range with a modern take on the classic alphabet block set. The product bears all the hallmarks of a popular Christmas present and sets itself up as a must-have for any playroom. As with the rest of the Baby Bigjigs range, the new block set has been rigorously tested to ensure it’s more than a match for any infant younger than three years old. More importantly, it is just one of the 20 planned new toys that will be added to the range in 2010. The block set combines attractive and functional design with quality materials and workmanship. The company has given it a more up-to-date feel by finishing it with a combination of bright colours and more muted tones. There are also a variety of subtle but important differences from rival products, such as the smoothed edges and the tidy-up tray that house the blocks. Younger children will enjoy building towers from the blocks and toppling them over, while older ones will recognise favourite colours and the first letter of their name. As well as helping kids to start learning the alphabet, the set can help develop good handto-eye coordination and fine motor skills. The rest of the Baby Bigjigs range is fully-tested and every product is designed specifically for children under three. The series includes old favourites and nursery newcomers, from shape sorters and puzzles to baby gyms and ride-on toys. Bigjigs Toys confidently claims this is a great value, high quality range that has something for every toy and gift retailer.
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KEEL TOYS
Keel Toys is planning to launch a range of six turtles in 2010, featuring hibiscus detailing, creating a vibrant collection of toys and stationery. Fashionista ‘Wags’, meanwhile, are four pooch buddies which come with their own style, attitude and ‘bling’.
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Xtinctables is a range of dinosaurs and Ice Age animals, which come with their own display plinths, while classic Keel ranges such as dogs, cats, teddy bears, wildlife, pocket money and nursery toys will also be on display at this year’s show.
HALL 3, STAND B46
The block set from Bigjigs has seen extensive testing to ensure it’s more than a match for any child playing with it
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GREENBROOK AUTOMATIONS
With more than 30 years in the industry, Greenbrook claims to have one of the most experienced design teams in the latex, nitrile and PVC dipping and printing environment. The firm also boasts a fully automatic household glove plant, turnkey design
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and development, a fully and semiautomatic dipping plant and a paint dipping process. In addition, sister company Talking Balloons has been producing commercial advertising printing on balloons for over 22 years.
LE TOY VAN Noah’s Shape Sorter is a vibrant new ark and follows the Le Toy Van’s highly successful range of painted wooden arks. This bright and colourful vessel comes complete with seven distinctive animal pairs, each designed to fit perfectly in their respective shapes carved in the ark. The set even features Noah and his family, and makes an ideal gift to nurture a child’s dexterity and awareness. Meanwhile, Le Toy Van’s friendly, bendy range of poseable wooden Budkins characters are going to be joined by new friends in 2010, as well as a charming set of wooden farm animals. Following the brand’s successful launch in 2009, the huge selection of more than 80 characters has proven to be highly collectable, and perfectly complement the company’s established painted wooden play-sets. The Budkins range of characters includes pirates, fairytale creatures, and knights, as well as those from fantasy, historical and everyday life setting. New Budkins play-sets will include a princess tower, sturdy police van, convertible car, majestic castle and a tractor and trailer set. Budkins toys are a versatile gift idea for children aged three and up.
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THE TRADING HOUSE
The clearance company will have a variety of brands on offer at Nuremberg, including a selection of toys and video games. Formed in March 2007, Trading House was the product of a merger between Toy Connections and OCP International. Both firms had the same
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business model – buying and selling excess stocks and clearance lines from their respective markets: toys, games and gifts and video gaming and PC products. The firm has a worldwide customer base, although with a strong UK bias of key High Street retailers.
HALL 3, STAND B26 Le Toy Van’s award-winning doll’s house range will also receive some new accessory sets. New products will include a lovely nursery set complete with a cute baby, a pet set with a dog and a cat, and a trendy dress-me-up doll with wardrobe and outfits. The company’s Honeybake series continues to grow in popularity and sees the addition of a birthday cake, ice creams and a fancy tea set. Other new additions to the Le Toy Van range include some zippy new car sets and some redesigned castles. The firm expects 2010 to be an exceptional year for Le Toy Van retailers. With lots of new lines at all price points, there will be something for everyone.
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DOWMAN SOFT TOUCH
Dowman Soft Touch experienced high demand for its meerkats just before Christmas, with the firm certainly making the most of the public’s huge interest in the animals. The firm is a specialist in plush wildlife and says it has the largest range in Europe. Over 40 new products will be on show at Nuremberg.
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As well as the meerkats, the newly launched ‘5 A Day’ Friends line will be on the stand, promoting healthy eating. Dutch company ACT International has been appointed to develop Dowman’s business in Eastern Europe. Visitors to the stand will also be able to take advantage of a special discount offer for all orders placed at the show.
WENTWORTH WOODEN PUZZLES
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KIDS@PLAY
The company has a new stand and new position this year, with its main focus being on its Bump&Go car. This will be TV advertised in the UK during the autumn/winter 2010 period. Bump&Go is a 6v car with forward and reverse gears, 360 degree steering, electronic flashing lights, sounds and sirens. Aimed at three to four year-olds, it features Kids@Play’s
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new air flow bumpers and a three clip safety belt. The company will also be showing its new range of other battery operated ride-ons, plus the Go-bunny Trike – a tricycle with bunny design graphics and a removable 16-inch plush toy – and the Football Champion trike, which comes with a 2010 World Cup football.
FOYER, HALL 10, STAND 09
Kevin Wentworth Preston prided himself on reviving the tradition of Victorian puzzle-making by using modern technology to create an affordable yet premium quality puzzle. Since then, Wentworth Wooden Puzzles has continued to produce exquisitely crafted wooden puzzles to appeal to the increasing number of jigsaw lovers around the world. 2010 will be the first year that Wentworth will be exhibiting at the Nuremburg Show. The primary focus will be on the firm’s range of proven best-selling licensed image puzzles, including everything from fine art puzzles to those based on the weird and wonderful. Wentworth will also be revealing its innovative cut-to-line ability following its recent £250,000 laser investment, which allows for new and exciting puzzling challenges. The company can also customise puzzles and turn any painting, drawing or photograph, into personalised puzzles using over 500 themed cut patterns to make the perfect gift or souvenir. Wentworth designs and manufactures its own unique brand of puzzles cut from 3mm wooden board, which comes from forests managed on a sustainable basis. Many of the firm’s puzzles include Wentworth’s ‘whimsy’ jigsaw pieces, which are often shaped to reflect image themes. No two pieces are the same, there are no corner shapes or straight edges in middle pieces, all of which creates a new and irresistible challenge. Wentworth Wooden Puzzle works hard to bring retailers what it describes as “a traditional British classic, inspired by yesterday but created to meet the quality demanded by today’s consumers”.
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*NOVEMBER 2009 NPD YTD VALUE
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LEARNING RESOURCES
Learning Resources will be introducing an extensive range of new products this year as part of its mission to deliver innovative and educational children’s toys. In 2010, the company is readying over 90 new additions to help keep children learning. First up is the Design & Drill Power Tool Workshop, bringing young boys the challenges of construction without the need for a hard hat. This deluxe addition to the award-winning Design & Drill Activity Centre combines construction and creativity in one kit. Children will be able to develop colourful patterns once they get to grips with the 100 regular bolts, 20 fun bolts, wrench and hand screwdriver. This deluxe kit also includes an electronic drill and screwdriver, allowing two children to play at once. The Smart Snacks Gingerbread House Sorter offers a new take on
SPIELWARENMESSE HALL 4, STAND A05
shape sorting. This magical house encourages children to match the six chunky sweet shapes to their corresponding holes. Once children get the right shape combinations, the shapes can be emptied out of the gingerbread house door, ready for them to begin again. Parents can get their children thinking on their feet with the Hip Hoppin’ Hundred Mat. This versatile floor mat is a great hands-on way to reinforce counting, number patterns, operations, problem solving and other fundamental mathematics. The mat features colourful number frames that let children mark different kinds of numbers, such as odd and even, and comes with two dice. The vibrant and fun design ensures children will be hopping about hundreds and learning key maths concepts at the same time.
RALEIGH Sunbeam is launching a fun range of children’s bicycles, scooters and tricycles at the Nuremberg Toy Fair 2010. The company was a household name back in the ‘60s and is still working hard to maintain that prominence in today’s market. Its quality range of colourful wheeled toys has been designed by Raleigh for children, ensuring they can still have fun while staying healthy and building up their strength and balance. For 2010, the company has lined up a brand new range of bikes and toys that should appeal to youngsters everywhere. Little girls will no doubt love the Sunbeam Molly. Not only is it bright pink, it has colourful streamers, a furry saddle, spoke decorations and a pink matching handlebar bag. The bike comes with a cool Molly doll and doll carrier, so girls even have a new friend to play with. Alternatively, young boys will be more interested in the Sunbeam Strike, especially if they have even the remotest interest in football. Football-themed graphics adorn the frame, complementing football saddle, bell (with kicking boot) and dustcaps. The bike even comes with a rucksack
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WIZARD TOYS
Shrinkles is a craft activity which sees any picture that is traced, drawn or coloured, shrink seven times smaller and seven times thicker. Items such as badges, key fobs, fridge magnets,
HALL 12, STAND B035
figurines, pencil toppers, jewellery, phone charms and bag tags can be made, with each set coming with a variety of accessories as well as the Shrinkles themselves.
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to store a football and training cones. The design by Raleigh provides quality assurance and gives confidence to parents, incorporating many safety features. Each bike boasts strong frames, non slip pedals, quality rear stabilisers, front and rear mudguards, reflectors and bells. The collaboration of these Raleigh and Sunbeam makes the latter’s products the perfect package for children.
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MANHATTAN TOY
Manhattan Toy is all set to unveil its biggest ever product launch at the 2010 International Toy Fair in Nuremberg. The launch will introduce major new ranges, expanding on its most proven classic collections and the firm is also bringing back some old favourites to make this year’s offering more unmissable than ever. To start with, Manhattan Toy and Jim Henson Productions have teamed up to create a range of musical groupinspired plush and puppets based on the classic Fraggle Rock TV series. Next up is the FuzzyNation collection of top pedigree pooches, which will no doubt be snuggling up under the arm or nuzzling the shoulder of many a young girl this season. All are of the dogs dressed in trendy outfits and constructed with garment-
KIDDIMOTO Kiddimoto will be focusing on its multiple award-winning range of wooden balance bikes. The Nuremberg Toy Fair is set to provide the backdrop to the new 2010 line-up of Kiddimoto’s Superbike, Scrambler, Chopper and Scooters. The acclaimed Hero range features new replicas from Carl Fogarty and Troy Corser, plus the award-winning Brit Pop Scooter will be on display. Also on show will be the hugely successful branded models from Honda, Suzuki and Triumph – to name but a few – showcasing the strong merchandising opportunities that Kiddimoto can offer its partners. Completing the Kiddimoto ‘look’, will be a range of accessories, including the
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quality fabrics – these ‘poochie bags’ and plush toys will appeal to any dog-loving girl. Manhattan Toy will be expanding its baby range too, with three themed developmental collections: Little Bloom, Snuggly Space Friends and the Buggybu knit collection. There will also be numerous additions to the high contrast black and white Wimmer Ferguson range, which promises to entertain everyone from newborns to infants. The company will be showcasing its latest Groovy Girls offering, including Special Edition Theme Dolls. These range from an enchanted princess and her knight, to a dragon and castle. There will even be life-size outfits for girls to dress up and pretend to be their favourite Groovy Girls character.
HALL 3, STAND B57 vast range of Kiddimoto helmets, t-shirts and riding gloves. Aimed at the early years, Kiddimoto claims its range of wooden balance bikes are the ideal fun learning tool for the next generation of cyclists. Each one is constructed from tough and durable natural birch plywood and the company has designed every model to teach children the important motor skills of balance and co-ordination in a fun and controlled manner. Kiddimoto products bypass the need for stabilisers, making them the ideal first bike without the complications of pedals and brakes. The bikes allow children to quickly move on to a pedal cycle or automatic motorcycle.
PLAYMAIS
PlayMais is a craft toy which uses 100 per cent natural ingredients. Sweetcorn and plant dyes are made into colourful building blocks which, using just a dab of water, stick to each other. The bricks are fully biodegradable and eco-friendly, as are the packaging and box contents, with even the cutting tool in each pack made from cornstarch. The product has already won awards in its native Germany and is now making inroads into the UK – picking up accolades from the NATLL Good Toy Awards, the ToyTalk Awards and Bizzie Baby Awards.
MOOKIE Mookie will once again be at the Nuremberg Toy Fair, showing the full 2010 range of outdoor products and exhibiting the latest additions to its Swingball line-up, which includes the all-new Soccer Swingball range, Parasol range, redesigned Swingball packaging and the new Createaway from the makers of Swingball. Createaway has been designed based on the traditional values of sand and water play, with quality and value in mind. Aesthetically pleasing, the all-in-one sand and water play-sets fold up, making it easy to assemble and easy to store. Each play-set comes with various accessories and features and they are available with or without the unique UV-protected sunshade for indoor and outdoor play. Also in the outdoor category, there will be a vast range of innovations and new products ready for 2010, starting in the spring with the introduction of the Tailball brands. Designed as a progression to shuttlecock play, each
HALL 4, STAND F39
Demonstration days have been taking place across the UK, continuing into the New Year, with stores that have taken part reporting a significant increase in sales once children have played with the product. PlayMais is available in a variety of sizes and themes. Generic boxes come in sizes M to XL, while the themed packs include Animal Farm, Pirates, Circus, African Jungle, Fantasy House, Castle and Sea World. Two Disney additions complete the PlayMais collection – Disney Princess and My Friends Tigger & Pooh.
HALL 7, STAND A20 item features the unique Tailball streamer, which slows and stabilises flight to make rallies, striking and catching easier. Each Tailball comes in its own protective container and will be available in two sizes. Various games will include the Tailball Back Pack Attack, 2-in-1 Dart Attack, Tailball Extreme, Tailball Light, Tailball Flyer and the Tailball Rocket. The spring launch will be supported by a national press campaign with extensive TV and mass PR coverage to start early next year. Swingball Swing Shades will be available in junior and adult versions. Both have a UV sun protection and windproof canopy. The adult version has a tilt system umbrella and both pack into the new All Surface Base. Swingball also introduces the brand new Soccer range, which includes Reflex Soccer, Soccer Swingball, Soccer Training Set and Soccer Belt. All Swingball items now come in the new 2010 packaging.
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MEADOW KIDS
At this year’s Nuremberg Toy Fair, Meadow Kids will be continuing to promote the concept of ‘Learn through Play’ as the core value within the company’s line-up, showing how its products fully encourage learning within the home environment. To this end, Meadow Kids has expanded its Bath Time Learning product range extensively to include a wide range of interactive books in various formats. The company has also introduced a range of products for children that will help them with their basic development. New toys will be shown off that aid children in learning their alphabet, numbers and phonics – and
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all while at home in a fun filled environment. All of Meadow Kids’ products aim to maintain a bright and fun aspect so that they will keep children entertained for hours, while also allowing them to express themselves and develop their core learning skills. The firm prides itself on making its products as highly interactive as possible, positioning them as a perfect way of getting the whole family involved and bringing them closer together. Meadow Kids’ line-up also encourages parents to take a more active role in their child’s personal development, especially in those key early years.
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PETA
Since 1975, Peta has been designing and manufacturing the Easi-Grip range of adapted scissors for children with special needs, which is supported by the firm’s Developing Scissor Skills publications. At this year’s Nuremberg Toy Fair, the company will show off its latest products under this range. Peta's comprehensive line-up will include many self-opening, left-handed and table-top scissors. All of these have been developed in close consultation with Paediatric Occupational Therapists and will be recognised for their high quality. Also available will be the company’s two very popular scissor kits. The larger of the two is the Comprehensive
SAMBRO INTERNATIONAL Sambro will be using the Nuremberg Toy Fair to unveil numerous new toy lines, including an impressive growth in its licensed pocket money category. The firm will be showcasing master toy lines for its Thumb Wrestling Federation range with over 250 TV ads planned for 2010, with many running alongside the new Nickelodeon educational pre-school show Super Why. It has
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Assessment Kit, which is designed specifically for Paediatric Occupational Therapists and other professionals working in the field of special education. The smaller one is the Essential Scissor Kit, designed for use by teachers working in an inclusive mainstream environment. Peta also designs and manufactures ergonomic tools, aids and assistive devices for people suffering from arthritis or reduced grip strength. As such, the Easi-Grip Kitchen and Garden Tools will also be shown off at Nuremberg. These have an ergonomically-angled handle that keep the hand and wrist in a neutral stress-free position.
HALL 10, STAND D24 also been appointed the Master Arts and Craft licensee for children’s publication Thomas & Friends. Sambro’s pocket money range is set for huge growth in 2010, with the range of licensed properties now including Batman Classic, Batman: The Brave and the Bold, Tom and Jerry, Scooby Doo, Roary the Racing Car, Fifi and the
Flowertots, Marvel Super Hero Squad and the Discovery Channel’s Animal Planet brand. All of these brands will feature across a massive product range priced between £1 and £5. Sambro's managing director, Nikki Samuels, believes the range will bring extra value
to retailers by offering licensed products at generic prices, and that it will shift good volumes while maintaining a strong margin. Products in the pocket money range include spinning tops, throwing toys, gliders, bubble toys, whoopee cushions, musical instruments, skipping ropes, basketball sets and yoyos – tipped to be a playground craze once more during 2010 – to name but a few. Most will be sold as carded products, with strong packaging featuring the respective licence. The company also boasts a range of stationery, plus arts and crafts materials, to support the number one collectable licence Gogo's Crazy Bones. Arts and crafts products are also available featuring Disney franchises Mickey Mouse Clubhouse, Winnie the Pooh, Disney Princess, Fairies, Toy Story, Power Rangers, Handy Manny and Cars. There is also a pre-school arts and crafts range under the Fireman Sam, Thomas & Friends, Bob the Builder and Roary the Racing Car brands. Finally, another new toy licence – the well-known tool brand Stanley – will feature on a new construction toy range.
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Way out West Toy Fair makes a triumphant return to its spiritual home in Olympia in West London this year. A lot of big names have come back and, as usual, ToyNews offers the most comprehensive guide to what to expect at the UK’s trade’s big showpiece....
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TOY FAIR 2010 PLANNING
EXHIBITOR Micro Scooters Eurotech Distribution MD Product Innovations Imajo Marriage Games Crafty Kids BBT Tradesales Splashworkz Inspired Games Rebel Toys Faraway Magic & Little Bug Classic Sign & Design Kriya Ecoboo Pass!! Games Award Publications HKTDC Elron Intertek 1745 Trading Edugames Morocat Berg Toys O.T.T. Productions Dice Maestro The Wagon Company ZooBooKoo Art Meets Matter Street Surfing Edding Cubiko Games Cambridge Brainbox Just Pals Eurofins So Indigo Ontracks Aardvark Swift
STAND GH1 GH2 GH3 GH4 GH6 GH9 GH10 GH12 GH14 GH16 GH19 GH20 GH23 GH26 GH28 GH32 GH33 GH35 GH36 GH38 GH40 GH41 GH42 GH46 GH47 GH48 GH51 GH53 GH54 GH56 GH58 GH60 GH63 GH64 GH66 GH67 GH68
EXHIBITOR 3L Plentyplay ApS Antigrav Media Ltd Aurora World Bandai UK Ltd Bureau Veritas Cons Prod Serv. UK Ltd Bigjigs Toys Ltd Bladez Toyz Ltd Bluw Bontempi Comus UK Ltd Brainstorm Ltd British Toy & Hobby Association Carta Mundi (UK) Ltd Cassidy Brothers PLC Character Options Cheatwell Games
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TOY FAIR 2010: THE FACTS WHEN: Tuesday January 26th to Thursday January 28th 2010 WHERE: Grand Hall, Olympia, London TIME: 9am â&#x20AC;&#x201C; 6pm WEB: www.toyfair.co.uk
STAND H49 H72 H105 F66 G29 H39 H19 B85 F86 D2 B19 H1 E30 E119 F26
EXHIBITOR
STAND
EXHIBITOR
Cheeky Rascals Click Distribution UK Ltd Corinthian Marketing Ltd Crazee Thingz Ltd Creativity International Ltd Cuckoo Ltd DKL Marketing Ltd Drumond Park Ltd Dubreq Ltd Earlybird Toys Ernest The Bear Productions Esdevium Games Ltd Family of Fun Fiesta Crafts Ltd Flair Leisure Products Plc
H46/47 H30 B149 G46 F105 G36 C59 G130 B99 B60 F106 E109 H25 F65 E49
Flashcups gmbh germany Funtime Gifts Ltd James Galt & Co Ltd GB Eye Ltd Gear for Games Ltd Getretro.co.uk Golden Bear Products Ltd Gosh International Plc Great Gizmos Ltd Green Board Game Company H Grossman Ltd Haba (UK) Ltd Halilit (Marnita Ltd) Halsall International Ltd Hasbro UK Ltd
STAND B95 H15 E9 F2 E16 G16 E69 B109 F90 E15 E39 F16 E90 B100 E120
EXHIBITOR Hive Entertainment Hobbygames Ltd Hong Kong Orange Elephant Co Ltd Imagination DVDI Ltd IMC Toys UK ltd Injusa Inspired Gifts & Toys Intelligent Retail Interplay UK Ltd John Crane Ltd Jumbo Games K-Play International KidKraft Netherlands BV Theo Klein Ltd Paul Lamond Games Ltd
STAND H95 F36 E86 E110 E135 F89 B136 H40 E99 E20 E40 H96 F49 G15 F69
TOY FAIR 2010 PLANNING
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Exhibitor list & floor plan 2010
EXHIBITOR Le Toy Van Ltd Leapfrog Toys (UK) Ltd Learning Resources Ltd Lego Company Ltd Little Star Creations Meccano Toys (UK Ltd Melissa & Doug LLC Mookie Toys Music Box World Music Sales Group Ltd NATLL NPD Group Ltd Orchard Toys Padgett Bros (A to Z) Ltd Papo
STAND E10 B50 F20 B70 D16 B150 F40 E149 H89 B16 H90 B15 B12 F15 G40
EXHIBITOR Playgro Playmobil (UK) Ltd Pocketbond/Toyway Press Office The Puppet Company Ltd Rainbow Designs Ltd Ravensburger Ltd RC2 Re: Creation Group Plc Red-Toolbox Relaxation Zone Revell GmbH & Co. KG Richard Edward Limited Robbie Toys Ltd Rolly Toys
STAND H47 G120 H22 A36 B75 E125 B156 F70 B130 H86 D160 G130 D100 F89 F89
EXHIBITOR Sakar International The Sales Partnership Ltd Schleich GmbH Seager Games (SG Ltd) Simba Smoby Toys UK Ltd Spin Master Toys UK Ltd Star Images Ltd Tarema formerly Red Robin Toys The In Thing TKC Sales Ltd Tomy UK Ltd Top Century Enterprises (UK) Ltd Toy Brokers Ltd Toy Retailers Association Toy Ventures Ltd
STAND G35 E50 B121 H85 E140 E129 D11 F30 F50 B49 E156 H36 F110 H20 H52
EXHIBITOR Toymaster Ltd ToyNews Toys N Playthings Toys4Life Treasure Trove Toys University Games UK Ltd Vivid Imaginations Ltd Wicked Vision Ltd Wild and Wolf Ltd Wilton Bradley Ltd Wind Designs Ltd Winning Moves UK Ltd Wishbone Worlds Apart Ltd Wow Toys
STAND LR E2 E1 H100 G10 F10 E130 E106 G16 E89 H102 F109 H46 B40 F85
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HASBRO
Iron Man 2 hits cinemas on April 30th and is set to be a major boys’ movie offering for 2010. This movie sequel is expected to outperform the first by a huge margin and is already backed up by Iron Man Amored Adventures on Disney XD every day, plus DVD releases in quarter one 2010. Ken Goodisson, senior brand manager for boys’ toys, commented: “Boys are after new news; Iron Man is the most high-tech character out there; that’s why he is in such demand. Our product development team has designed some of the best play offerings around this unique character, hitting every play segment. Marvel sequels always over-index the previous release and we are fully prepared for it.” The brand will be supported with national press advertisting, online and a major outdoor push, which along with the promotional partners will help build awareness outside of toys for the film. For the movie, Hasbro will launch action figures, vehicles and role-play items. The range is a new offering to the line-up behind the first movie. Hasbro is driving heavyweight TV coverage and PR for the movie launch and ads will feature the action figures and F1 racing car. Role-play items receiving TV coverage will include Arc Chest Light, Wrist Repulsor, Helmet and Mask. Both campaigns combined should achieve approximately 500 TVRs. The firm is planning a similar level of support for autumn/winter with new second half introductions. Strawberry Shortcake is returning to the girls’ portfolio for 2010 with scented products supplied in fresh packaging. The Mini Doll segment will include a bonus DVD pack which features an 11minute animation.
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The range will be supported by new style programming confirmed to start in April on Cartoonito. TV advertised lines for spring/summer include the Fresh Fashions Boutique play-set and Splashin’ Petal Pool play-set with further autumn/winter TV campaigns to follow. FurReal Friends welcomes Snuggimals to the family. These plush friends are palm-sized and feature different breeds of puppies and kittens, which will star in a TV campaign in early spring/summer. Hasbro is introducing over 300 new style Pets to Littlest Pet Shop. Collectors posters will be inserted in girls’ magazine titles and a TV campaign is planned for spring/summer on Collectable Pets, Pet Triplets and the Paw Powered Pet Vehicle. A ‘collect more get more’ promotion will run throughout the year and new hero play-sets will be TV advertised for autumn/winter. Baby Alive will launch a new My First Sips ‘n’ Cuddles doll for spring/summer aimed at a new age range of 18-months and over. The hero dolls for autumn/winter will also be supported by extensive TV campaigns. All packaging will be try-me, and in nurturing role-play environments. Sips ‘n’ Cuddles comes in a carry cot to be used time and time again. My Little Pony has introduced some new features with the Hair Play assortment. The Family Car Vehicle Pack will also feature a DVD including two new 11-minute Pony stories. TV advertised lines for spring/summer include the Family Convertible Car and Family Assortment. In pre-school, Tonka is being reinvented and autumn/winter 2010 will see a strong line around the Tonka Garage concept. The Mod Machines
System provides boys aged four to seven with the ability to modify the performance and style of their vehicles. The machines can be customised straight out of the box by adjusting the ride height and reconfiguring the included accessories. All the parts and pieces are interchangeable throughout the system. There are three sizes within the Mod Machine System. The 16-inch Mod Machines Team Truck features a removable motorised engine unit with sound effects. The vehicle comes with six monster tyres, four street tyres, two nitro tanks, brush guard, spoiler/tow hook, satellite dish and canopy cover. The nine-inch Mod Machines Backwind Trucks feature a backwind chassis and several accessories for over-the-top customisation. There are three vehicles to collect and each one includes a chassis, body roll cage, removable engine block, Tonka tool, spare monster tyres and accessories exclusive to each vehicle. Make this vehicle into a powered one by inserting the engine from the motorised truck. The five-inch Mod Machines Basic Trucks feature a free-wheeling chassis and accessories for over-the-top customisation. Each vehicle includes a chassis, body, removable engine block, Tonka tool, spare tyres and accessories exclusive to each vehicle. Also available for autumn/winter 2010 is a line of mini trucks that are
completely customisable called Tonka Mini Mod Machines. Each mini die-cast truck comes with a re-positionable axle base, body overwraps and exclusive tyre tread skins. Over 30 mini vehicles will be available. The Ricochet RC is a double-sided remote control vehicle featuring a powered lift suspension, allowing boys to alternate between an off-road monster truck and an all-terrain Ricochet. The new Tonka range will be supported by a high investment TV campaign running from August to December featuring the Mod Machine system vehicles and Ricochet RC. All packs include an online code for the Tonka Garage website, allowing vehicles to be customised online and then raced in one of three games. There will also be national and local PR coverage.
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LEGO
Lego’s 2010 range is a strong mixture of its classic own-brand sets and big name licences including Toy Story, Prince of Persia, Ben 10 and Star Wars plus a new underwater theme and a ‘best of’ Bionicles line. New additions to the successful games range include Robo Champ, Monster 4, Magikus, Lava Dragon, Shave a Sheep, UFO Attack, Magma Monster and Pirate Plank. The Toy Story range, launching in June to coincide with the release of the third movie in the series, is lead by the Woody’s Roundup play-set, which features a classic Western town, sheriff’s office and gold mine. Characters include Woody, Jessie, Bullseye and Stinky Pete. Other sets in the line include Woody and Buzz to the Rescue, Buzz’s Star Command Spaceship, Army Men on Patrol and Construct-a-Buzz. Prince of Persia is the other blockbuster summer movie line, launching in April/May. Based on one of the iconic scenes from the film, the Battle of Alamut Castle set features the castle with crossbows, catapults, secret stairs, scalable walls and seven minifigures. Other themed sets include the Quest Against Time, Fight for the Dagger, Ostrich Race and Hassansin’s Hide-Out. The launch is supported with TV, online, print and promotions.
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Lego Star Wars is celebrating its tenth anniversary this year and with more Clone Wars to come, the 30th Anniversary of The Empire Strikes Back, plus new video games in the offering, there’s a lot going on to keep the brand at the forefront of people’s minds in 2010. Sets include the ARC-170 Starfighter from The Clone Wars, which features four mini-figures, unfolding wings and flick firing missiles; Droid Tri-Fighter; Luke’s Landspeeder; Rebel Trooper Battle Pack; Snowtrooper Battle Pack and TIE Defender. Bionicle Stars brings back new editions of the six most popular figures of all time. To drive collectability, each Bionicle Stars pack features one of six special golden elements. From the Tahu figure to the ultimate Golden Toa, boys need to collect all six cans. The new underwater theme is Atlantis, with play-sets including a Typhoon Turbo Sub, Gateway of the Squid set, Neptune Carrier, Guardian
of the Deep, Seabed Scavenger and Wreck Raider. In addition to traditional media, such as TV spots, in-store campaigns and online activities, the product marketing will feature 3D media and a 22-minute Lego Atlantis TV special. Lego Racers now have a completely new redesign, with new Air Shooter launch pads that boys can stomp on to launch their cars across the floor. There are also a number of Race Tracks – Security Smash, Ramp Crash, Nitro Muscle, Blue Bullet, Highway Chaos, Turbo Tow, Lime Racer and Chopper Jump. The Ben 10 range features buildable aliens – Humungousaur,
Chromastone, Jet Ray, Big Chill, Swampfire and Spidermonkey. All out now and backed with TV support. There are also additions to core products such as City with a Fire Helicopter, Fire Station and Fire Ship. A Pig Farm and Tractor have also been added, plus vehicles including a Petrol Tanker, Seaplane and Repair Truck.
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FLAIR
Flair’s commitment to its brands was clear in 2009, taking it into the top ten list of toy companies. For 2010 there will be new brands and development for existing ranges, which will be supported by advertising campaigns. Spring heralds the launch of the new Gormiti series, Elemental Fusion. This range has chunkier figures, new playsets, plus the addition of microchip technology that enhances the figures with sound. This is a theme that continues into autumn when two new tribes are introduced to the series Supreme Eclipse. The two new tribes, Light and Dark, will unite together to form super powers that defeat the evil new lord of the volcano, with further characteristics that emulate key features of the TV series adding sound and light effects. This feature will be seen in the new 15cm Deluxe Figures, an assortment of four Tribal Lord Figures that glow when placed next to the Eye of Life accessory included in each pack. The Eye of Life will also feature in the new hero line play-set, the Temple of Light. This electronic battling fortress includes all four Eyes of Life, which activate different light and sound features on the temple. The play-set will include three rare golden figures from the Light tribe.
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The GX brand is expanding with GX Skate, designed for older boys. New Skate and Stunt Assortments, plus larger accessories such as the quarter pipe, will be available from the New Year, while autumn will see the introduction of the Sk8 Wall Trick Ramp. Here, the key launch will be twowheeled GX action in the form of GX Moto – custom motorbikes, figures and stunt sets. Sylvanian Families additions include a Windmill, plus two new abodes – the Regency Hotel and Beechwood Hall. Sylvania also welcomes some new families including Spotter Meerkats, plus a new Motorcycle with Sidecar. The spring range features a Bus Driver and Conductor Set containing Stan and Oliver Butler, to take charge of the Woodland Bus. Also for girls, the Disney Fairies range is being extended with a new micro and mini range including play-sets, figures and accessories. The Mini 11cm Magic Glow Fairies are bound to be a favourite among little girls, as each doll has lightup wings that glow different colours in three different modes. There are five to collect, all of which fit with play-sets such as Tink’s Teapot Cottage. The new development will add a collectable quality to Disney Fairies.
Cicciobello, Flair’s first foray into the feature doll market, performed well in 2009 and will be joined in 2010 by Cicciobello Nappy Time along with a range of accessories and outfits. Flair Create is a leading supplier of craft kits in the UK and continues to be the fastest growing company in this sector. The continued success of Plasticine, Aqua Beads and Cool Cardz is enhanced with the introduction of many new lines including Zubber and String World. Zubber is a new compound that moulds like dough and sets like rubber. Three sets will be introduced in spring, including the Zubber Band Maker for creating personalised wrist bands. The String World creative sets centre on the unique combination of string and glue in a pen, enabling girls to create their own jewellery and decorations. Flair’s feature pen brands will be added to with new licensed Blendy Pens sets for Toy Story, Ben 10 Alien Force and Disney Fairies. The Colour Splitz range is to be expanded with the addition of Spiral Splitz, which comes with gears for creating spiral patterns with the special pens. A key addition to the younger end of the Flair Create portfolio is the range of Remarkables Play Mats. Children aged three and over can colour, draw and stamp on the mats then simply wash the ink away and start again. The first mats in the range are Thomas & Friends and the BBC’s new licence 3rd & Bird. Further new brands for boys are Zibits and Creepy Crawlers. Zibits are mini R/C robots with accessories to create an assault course to manoeuvre around while kids master the art of controlling their bot. Zibits make ideal desk toys and there are 12 to collect in three different styles – Tech, Junk and Urban. Alternatively, the Creepy Crawlers activity brand will offer slimy guts and gore for boys with the Creation and Extermination Stations. Finally, and adding to its portfolio of licensed products, Flair has introduced Disney Princess and Toy Story novelty ranges, plus further Toy Story products such as a Slinky Dog Fan and a Slinky Dog Flashlight, which will hit retailers shelves ahead of the film release.
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BANDAI
Bandai UK will return to Toy Fair 2010 with some new additions to its existing ranges, alongside a few new surprises. Ben 10, now in its fourth year, has continued to grow and dominate the toy market in 2009, reaffirming its position as the number one boys’ action brand and number one licensed property (source: NPD). The latest Ben 10 Alien Force range is supported by the Cartoon Network series on GMTV. Notable additions to the range include the Galvanic Gunship and the Plumber’s Communicator role-play item. This is a toy developed and modelled on a product used in the Alien Force series. The device projects an image of Grandpa Max onto the screen and includes phrases that he says in the show. The Ben 10 Alien Swarm live action movie premiered on Cartoon Network last year, with the DVD set for release in spring 2010. Bandai has produced a supporting range of toys, which will also be exhibited at Toy Fair 2010, including Action Cycles, Alien Swarm action figure collection and the Omnitrix Projector.
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Bandai will also be previewing Ben 10 Ultimate Alien, the latest instalment of the Ben 10 saga. Power Rangers is now in its 17th consecutive year and is still a favourite among boys. Bandai has launched the Power Rangers RPM range in support of the live action TV episodes, which are currently broadcasting on GMTV. The Power Rangers RPM range will include action figures, Megazords, role-play items and vehicle sets. One of the more notable items will be the Nitro Blaster, which can transform from blaster to sword mode and features sounds and phrases activated by inserting the multi-product engine cell key and pressing the trigger. Armouron is a brand new addition to the Bandai boys’ range and is a unique construction and role-play concept. Using the Snapperons to join together the flat-pack armour pieces, kids can create their own Armouron armour. The set comes with a helmet, chest body armour, shield and Snapperons, but kids can customise their Armouron armour further, by adding products from the separate accessory sets. KeyTweens, the mini doll property, features an extensive range of collectable figures and play-sets. The pop-open play-sets, including interchangeable figures and character pets, are unlocked using collectable keys. Little girls can escape into the Princess World, or travel to Africa, India or China with the Adventure World Play-sets. Bandai will be exhibiting new additions to the range at Toy Fair 2010, including the Ballroom and Tropicana play-sets, which come with new KeyTweens dolls. Harumika, the arts and craft fashion toy launched at Toy Fair 2009, will return with new additions to the range.
The Runway Showstopper Set is the most notable item to be unveiled this year, including pink mannequin, fabric, belts, stickers, charms and a USB camera. This new technical function allows girls to upload designs on to www.harumika.eu and join the online fashion show with a virtual catwalk. The packaging also folds out into a catwalk platform, with the handle transforming into a fashion bracelet. Star Friends, the interactive baby doll that comes with its own virtual pet, will also see new additions in 2010. Items exhibited at Toy Fair will include additions to its line of themed accessories, including a bed, changing bag, sleeping bag and additional outfits, as well as a plush line of the Star Friends. Tinga Tinga Tales is a new animated children’s show inspired by African Folktales and the art of Tanzania. Broadcasting will start on Cbeebies in spring 2010 and Bandai will be unveiling its toy line for the first time at Toy Fair. All Bandai product ranges will be supported by a marketing campaign in 2010 including TV advertising,
consumer print advertising, PR and online activity. Darrell Jones, marketing director for Bandai, says: “As always, we are excited to be a part of Toy Fair 2010 and will be exhibiting new additions to all our key ranges alongside a few surprises. We expect Toy Fair 2010 to be a great success and potentially our best yet.”
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SPIN MASTER In 2009, Spin Master jumped to number 11 in the UK supplier rankings and became number three toy supplier in North America. The company is now looking at another record-breaking year in 2010 with many new brands, licences and products. Bakugan starts the year with Season 2 – New Vestroia, featuring Special Attack Brawlers and Traps. From autumn, the 7-in-1 Maxus Dragonoid, introduces new shapes, trick shots and new gameplay to the range. Bakugan will be supported throughout the year with a comprehensive TV advertising and sponsorship campaign. Another development for Spin Master is its move into movies with three master toy licences for 2010. These begin at Easter with Dreamworks’ How to Train Your Dragon followed by the Paramount/Nicklodeon film The Last Air Bender in August. Christmas 2010 sees the release of Tron Legacy from Disney, a sequel to the 1982 hit featuring Jeff Bridges and breathtaking technology. Spin Master‘s ranges across these movies cover action figures, vehicles, play-sets and role-play. Mighty Beanz will be hitting the shelves in spring at pocket money prices. Kids can swap, collect and race their Beanz and there are hundreds in the assortment in year one, including rare chaser beans. TV advertising starts at the end of February. Air Hogs will be back on TV in autumn with two of the new lines, the Laser Zero Gravity and the Motor Frenzy R/C Stunt Bike, both of which are packed with innovation. Tech Deck and Flick Trix will continue with major refreshes of their licensed boards and bikes and the launch of
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E129 some new ramps and skate parks, available domestically. For girls, Liv has made a strong start following its late introduction in October last year, securing impressive rates of sell-through. In spring 2010 the Liv dolls will be refreshed with new fashions and wigs and will be joined by a new friend in the autumn when they enjoy ‘The Great Outdoors’ in their new Lodge Play-set. Liv will be supported by a TV advertising, sponsorship and PR campaign throughout the year. A new collectable for girls will hit the market in the summer. Party Animals are whimsical characters in silly costumes, offering endless opportunities for dress-up play. Aimed at girls aged four to eight years old, there are over 300 costumer combinations to make and themes will be available in waves across the year. Spin Master will be adding to its growing portfolio of arts and crafts brands with the launch of Moon Dough. The innovative marshmallow-like dough doesn’t stick or stain, doesn’t dry out and is easily pliable and mouldable for the hands of two to four year olds. Playsets include a pizza oven and a farm to keep kids entertained. Moon Dough will be supported by a heavyweight TV and PR campaign. Moon Sand continues to perform well as the third biggest brand within arts and crafts (November 2009 YTD, NPD) and the firm expects further growth in 2010 with new boys’ and girls’ themes of construction, sea princess and sweet treats. Each will be backed with separate TV and print advertising campaigns. All the new sets will come with re-useable packaging, making for easy storage.
After its success in 2009, new sets will be available within the Bendaroos range including the 3D Activity Assortment and Creativity Centre. Paperoni will also see the introduction of new play-sets and themes, the highlight being Magic Moving Pets, which allows kids to make their pets with Paperoni and then watch them come alive. The Glo Doodle range will be extended to include two new Disney licensed products – Disney Princess and Toy Story.
John Hornby Skewes winner of ‘The Innovation Award 2009’ for SpongeBob SquarePants
SEE US AT SPRING FAIR - Hall 5 Stand B20
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LEARNING CURVE
Following research on how children play with the Thomas wooden range, Learning Curve found that while children from around 18 months old were playing with the range, they were sometimes struggling a bit with the toys, which are designed for older children. As a result, Toy Fair will see the launch of the new Early Engineers range of Thomas and Friends toys, suitable from 18 months and over. Available from February, the range includes chunkier engines with larger faces, making the characters more easily recognisable. The tracks in the range feature deeper, wider grooves to keep the engines more stable. The range launches with six engines – Percy, James, Gordon, Henry, Rosie and Stanley – and three play-sets, the Roundabout Station, Busy Day on Sodor and the Rock and Roll Quarry Set. Prices for the range are aimed more at the mass market than the current wooden series, and start at £6.99 for an engine and cost from £22.99 to £39.99 for the sets.
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The launch will be supported with Easter TV, online marketing, trade and consumer advertising and the product will be packaged in large, open-fronted boxes for maximum impact on shelf. The Thomas Wooden Talking Railway launched to the independent market in 2009 and will roll out in 2010 with the full range on show at Toy Fair. The line-up ties in with the new CGI programming and the latest offering includes three new engines – Molly, Billy and Salty – and the Morgan’s Mine play-set. 2010 also sees Thomas celebrate its 65th anniversary and in May 2010, Learning Curve will introduce an anniversary play-set to its Thomas Wooden range. The set will be based on the Thomas and Bertie race episode and, as part of a tie-in with Egmont Publishing, will include a story book. Also new to the range for Q1 is the Henry and the Elephant set and nine new engines including George from Hero of the Rails and the re-introduction of some classic characters including Terrence and Stepney. Racing Down the Rails is the new set for Q1, which is based on the Hero of the Rails DVD and includes the Sodor Steam Works and the Repair and Go station. Also available will be a Sodor expansion track and a Deluxe Track
Accessory pack. Limited edition twin engine packs will be introduced too, including Thomas & Annie and Clarabel & Percy. July sees a Talking Thomas brought into the range, along with three further new engines. The Avalanche Playtable set will also be introduced, along with three new engines. Despite Mattel taking over the master toy licence for Thomas this year, Learning Curve remains the exclusive global wooden toy licensee until 2012 and hopes to then extend it further. Clive Wooster, MD, comments: “We are going to be in Thomas for a long time to come; it’s a core range for us and we are investing a lot into the offering.” Having launched in 2009 with the Mrs Goodbee Interactive Dolls House, the Caring Corners range has established itself well. Following customer feedback, Learning Curve has decided to extend the offerings and price-points in the range to make it into ‘a 365 days-a-year offering’ and to make consumers aware that it is more than just a doll house. Wooster continues: “The Caring Corners range is incredibly popular with consumers, but many see it just as the doll house, which, while very good value for money, is not an everyday, or impulse purchase. The new additions to the series for 2010 will make it more accessible for kids and parents all year round.” The hero product for Easter is the new Outdoor Camper, a play-set based on an RV, available at the end of February. Also new for Q1 are seven figure sets ranging from £6.99 to £14.99. The new lines in the house range feature accessories and can be used as
stand-alone products or with the house, making the line-up more accessible. August will see the introduction of a new play-set, The Nanny Oakes Interactive Treehouse. Britains is an evergreen range for Learning Curve and it will see a number of new models for 2010. Launched in 2009, the Big Farm range for younger children has been successful and has won a number of awards in its first year. April will see a new radio controlled Case IH 140 Tractor and an R/C New Holland T6070 Tractor. The controllers for these and the original R/C model in the range will run on different frequencies, allowing children to play together with up to three of the products. Also new for Big Farm in May is a Case 621E Wheeled Loader, a Massey Ferguson 6480 Tractor, a New Holland Square Baler, a John Deere Mower Conditioner and a Flatbed Trailer. The 1:32 Britains Farm Toys will introduce a New Holland CX8090 Combine Harvester, a Massey Ferguson 7480 Tractor, a New Holland Big Square Baler complete with three bales and a Case IH Puma 225 CVX Tractor, all launching in Q1. There are also the 1:32 Britains Farm Heritage and Collectibles, suitable for ages three and over. New products for 2010 include the Case IH 8120 Combine Harvester and three new John Deere tractors, including two models which only launched in life-size versions in 2009, keeping the range fresh and relevant. There are three further introductions, too: The Steiger Panther, the Case IH Magnum 335 Tractor and the Case IH Steiger. Finally, the 1:50 Ertl Construction Collectible range is introduced with a Bell 840D Articulated Dump Truck, a Bell 872D Grader and a Bell 850J Crawler.
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A new name is the most noticeable aspect of HTI’s (formally Halsall International) Toy Fair. Product-wise, the firm has further extended its range of Toy Story wheeled toys and protection gear to coincide with the highly anticipated release of Toy Story 3 in July 2010. New for autumn/winter is the Buzz Lightyear 14-inch Dynamo Bike. An innovative dynamo rocket unit at the rear of the bike generates power as the child pedals along, creating exciting light and sound effects. Also new for 2010 is a Toy Story 3 Wheel Bubble Scooter that features a compact motorised bubble machine to the rear of the foot plate, ensuring a trail of bubbles as the child scoots along. An iconic fashion brand currently taking the girls market by storm, HTI has a new range of Hello Kitty role-play toys featuring all the strong design elements and iconography associated with the property. In addition, there is already an established wheeled toys range, as well as an extensive collection of key toy lines including an electronic diary, craft and figure play sets. In role-play the firm is introducing a brand new range of uniquely tooled and distinctive design household items within its own Smart range. Showcasing at Toy Fair is a brand new series of Winnie the Pooh role-play toys, based on the classic brand of enduring appeal and the focus of a new Disney strategic promotional campaign through 2010. HTI’s Peppa Pig range of role-play toys, as well as outdoor toys and dolls, prams and pushchairs, continues to go from strength to strength.
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With designs incorporating Peppa and friends stills from episodes of the show which are relevant to each product, the firm successfully maximises the brand relevance of many Peppa product designs. A leading supplier of toy vehicles, the company also offers extensive own-brand Teamsterz and Roadsterz ranges to demonstrate its strength in die-cast, radio control, special feature and plastic vehicles, as well as new design racing track sets. Combining quality die-cast vehicles with three of the biggest pre-school licence brands in the market, the firm is launching scale die-cast toys for Bob the Builder, Postman Pat and Fireman Sam. Based on the popular vehicles from the hit pre-school TV series, each of the items feature the theme tune, voice phrases and character drivers relevant to each vehicle. There are new additions to its already extensive range of JCB vehicles, role-play, wheeled and outdoor toys. With a central focus on inspiring imaginative, constructionthemed play, new JCB lines for 2010 include a new foot-to-floor Ride-On Tractor with detachable Trailer, new Power Tools, and an eight-wheel R/C Mobile Crane, as well as a 16-inch free-wheeling JCB Wheel Loader and Dump Truck. A UK market leader in dolls’ prams and pushchairs, the firm is unveiling a new range with Chicco – one of the world’s strongest nursery brands. Also present will be the firm’s Silver Cross and Mamas & Papas junior collections, with exciting new designs and fabrics. New to the X Factor musical toys range is an electronic X Factor Audition Microphone which enables wannabe auditionees worldwide to recreate the excitement of a real X Factor audition by singing along to pre-recorded popular karaoke songs or plugging in their own MP3 players to perform their own favourite tunes. With some of the strongest brands for summer play including inflatables, wheeled and outdoor toys, HTI will be representing the category with product displays of Disney Fairies, new look Baby Annabell and Gormiti. There’s also a brand new showcase of wheeled toys and dolls prams and pushchairs with The WotWots – the new hit preschool series currently airing on Five Milkshake. The wheeled lines feature eye-catching white frames and fun WotWot antennas.
B A R N E T T C ON S U LT I NG I N T E R N AT I O N A L
If you are a Company seeking a new Specialist or Manager or a candidate ready to move to a bigger job, contact me for my immediate attention.
PETER BARNETT 30 years in Toy Industry Reruitment Send your CV to barnettgp@aol.com or contact 07831 278316
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LEAPFROG
2010 promises to be another strong year for LeapFrog Toys, with some new additions to its extensive range of learning toys. With the LeapFrog Counting Candles Birthday Cake, children can make every day a birthday. With this interactive cake, five candles light up one by one and children can blow them out. Kids can also sing along to six different songs about counting and growing up. The Counting Candles Birthday Cake even allows you to listen to a child’s thoughts on the best things about birthdays. Suitable for children aged one year-old and over, the Counting Candles Birthday Cake not only provides lots of fun, but also key learning abilities such as counting, music and motor skills to aid in a child’s development. LeapFrog’s range of products featuring the puppy pal character Scout is expanding in 2010. The first of the new items featuring Scout is the LeapFrog Chat and Count Phone. It delivers fun learning in a smart little phone. Children can sing along to songs about counting and phone routines, explore more than 15 phone activities and trade calls and voicemails with Scout. Suitable for children aged 18-months and over,
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this fun and interactive toy promotes a number of key learning skills including pretend play and social skills. In 2010, LeapFrog will continue to create engaging toys that link up to the unique LeapFrog Learning Path. A range of connected products suitable for children from six-months to eight years old already work with the Learning Path, providing parents with an insight into what skills their child explores during play, via a free online resource that represents an industry first. 2009 saw the release of My Pals Scout and Violet products, which utilise the Learning Path to provide parents with personalised tips and insights on their child’s play and learning. These plush puppy friends are unique to the market and feature breakthrough technology which calls children by their name, remembers their favourite foods and personalises songs, bringing interaction and learning to a new level.
LeapFrog has developed the Learning Path to provide parents and children with an overview of what their child has been learning as they play with its products. The firm is also using the growing popularity of the internet to offer additional product-related content and experiences online. The content on the site includes certificates, rewards and printables to bonus games. By offering these online awards and bonus features and Learning Path, the
company ensures that both children and parents are constantly engaged with the unique products.
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ESDEVIUM GAMES
E109 As an evergreen property for Esdevium, Pokémon is leading the charge in the growing collectables category for 2010. In November 2009, sales of the property were up by 20 per cent, showing that the brand continues to grow. Historically, the TCG and accessories sales show a peak each time a new game is released and the next new introduction is the HeartGold/SoulSilver and the accompanying range of products. Decks will retail at £9.99, with booster packs selling at £3.49. Spring tins will be available ahead of the Easter school holidays. Many other configurations including boxes and poster boxes will be available. Gogo's Crazy Bones and Match Attax are also key to the firm’s TCG category and the two brands have doubled the size of the category for Esdevium. The Club Penguin trading card game is fully integrated with the Club Penguin virtual world where kids can play the new Card Jitsu online or offline with friends and family. Finally, Esdevium is taking Gormiti into the Trading Card Game category from
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spring 2010. The game will launch with starter deck and booster packs, with additional sets to follow later in 2010. Also new in the pocket money price bracket are the Clearly Puzzled 3D jigsaw puzzles. The range features eight different designs and will be available in autumn 2010. The puzzles retail at £7.99 each. Esdevium is also strengthening its portfolio with a range of football offerings in time for the World Cup in the collectables category. Soccer Suckers are randomly packed, blind packaged mini-figures of England footballers with a sucker attached that allows them to be attached to windows, computers, tiles and so on. The products are stocked in displays of 24 and during the season there will be five Capella figures made. Capella is like a golden ticket and those who find the figures will win a big prize. Also in the football range is Proflix, tiny books based on Premier League footballers, which, when flicked through, show scenes from games they have played in. The books also feature facts and figures about the footballers. Displays include 30 packets and each one includes two books, packaged blind. Packets retail at £1 each and the full collection includes nearly 100 different players. Finally in the football-themed offering is a World Cup themed version of Rocket Games’ Blow Football board game, which will launch in spring 2010.
Charles Ryan, marketing manager at Esdevium, comments: “We are planning a full World Cup section by the time we get to Toy Fair.” For another entry in the pocket money category, Esdevium will be the exclusive UK distributor of YoYo Factory yo-yos in 2010. The firm will be showing a range of yo-yos at Toy Fair, with prices running from £2.99 through to the £14.99 – £19.99 range and all the way up to £100. YoYo Factory products are seen as ‘your second yo-yo.’ As a higher spec range, they are deemed to be the product consumers will buy when they have played around a bit with an entrylevel product and realised they want a bit more performance. However, at £2.99, YoYo Factory make some strong entry-level yo-yos as well. Continuing for 2010 is the Cobi range of building toys. Completely compatible with leading brands, the sets offer a low-priced alternative and range diversity in contrast to those offered by major brands. Spring 2010 will see a new push on the Cobi offering, supported by a TV campaign around the small Army range of sets. The line-up also features new licensed sets in association with Jeep and Vodafone McLaren Mercedes. Specialist games continue with around ten to 14 new items per week. The games are not supported with any TV advertising, but promoted purely through word of mouth.
2010 gets the biggest ever marketing campaign • 365 day TV sponsorship on Nick Jnr.
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RE:CREATION
Re:creation has carved its own niche in the toys and ride-on sector, but it hopes recent distribution deals with Chatman, Jada, YBIKE and many more will further extend its reputation for innovation. In outdoor and ride on, the firm’s brands are Razor, Nano and Aqua Attack. Razor’s line-up for 2010 focuses on strong, long-lasting build quality and innovation. New lines for 2010 include the Siege Caster scooter, PowerWing and Hello Kitty licensed E100 scooter and Pocket Mod. There will be four TV advertised lines in the range including PowerWing, Spark, RipRider and the Siege Caster scooter. Aqua Attack is a scooter accessory that adds play value. Easy to fit, it is designed to attach to the handle bars of most scooters and the twin cannon water blaster provides 20 feet of water power. Re:creation will also introduce the Nano scooter, which the firm claims is the world’s smallest folding scooter – it can even fit into a lunchbox. With a unique patented folding design, it is
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lightweight and transportable, with its own carry case and will be available in a range of colours. The firm’s offerings within the preschool category are Sprig and YBIKE. The Sprig range of eco-friendly toys is growing with a variety of new play-sets including K9 Police & Rescue, Moto patrol and Princess lines for the girls. Following on from the first range from Sprig, the new offerings are made from Sprigwood, a durable, child-safe, biocomposite material made from recycled wood and reclaimed plastic and are all battery free. New to the firm for 2010 is the preschool line YBIKE, a new bike made especially for toddlers. The product has been engineered with safety in mind and designed to help improve children’s balance and co-ordination skills. The moulded frame provides a larger turning circle, thus resulting in increased safety and overall stability. The toy category line-up for 2010 includes Battle Machines and Horrid Henry.
New to the UK market following a successful launch in the US, Battle Machines is an R/C laser tag game. All vehicles include lights, sound effects and movement that mimic video game play. Available in twin or single packs, up to six vehicles can battle at one time. Each vehicle is equipped with an infrared laser and sensor. The goal is to shoot the opponent until their vehicle is disabled. The line will be supported by a TV campaign in autumn/winter, with 500 TVRs. Licensed products in Re:creation’s portfolio are growing too, with the Horrid Henry master toy licence still a key part of the offering. New products will retail at lower price points and include the Horriballs and goo-filled pots. New to the youth electronics category is Chatman, an artificially intelligent PC friend designed to make online chat sessions, web surfing and gaming more creative and fun. Chatman is a moving, talking friend with animated LED mouth, blue eyes and yellow skin and stands at just over
15cm tall. He’ll find things on the internet, remind you of important events and he understands words, phrases, content and mood and exhibits over 25 moods through over 600 responses and actions. In 2010 Re:creation will also add to its pocket money line-up. New licences include Koosh, Littlest Pet Shop, Hello Kitty, Ben 10 and Bakugan. Stylus is a new range of toy and game pens which enable you to mix and match colourful beads to create new designs every time you write, including licensed lines from Lego and Play Doh. Gift lines for 2010 include a range based on Monty Python’s Flying Circus, Holy Grail and the Life of Brian. Lego lights combine iconic Lego toys with a handy source of illumination. New for 2010 is the City Workers range of torches and plush, with a choice from police, construction, Lego man and fire fighters. A new blinking safety light will also be available in four colours of the brick light, with a spring clip to attach to bags and so on.
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TOMY 2010 promises to be an action-packed year for Tomy, with new innovations across a multitude of categories. The highlights include the showcase of Tomica Hypercity, the new rail and road system; a new toy range to support the Harry Potter and the Deathly Hallows movie and new innovations within core brands Aquadoodle and Play to Learn. Tomica is a new boys brand for four to seven year-olds, combining a range of play patterns. It’s a modern metropolis bringing together trains, tracks, vehicles and little people. Tomica is built on two city themes: Hyper City & Hyper City Rescue. The former is based on a city with real life destinations that kids see everyday, such as petrol stations, train stations and car parks. Hyper City Rescue is based on a futuristic Protective Force that keeps order within the city. Available from July 2010, Tomica will launch with 28 products, from £2.99 to £69.99, including vehicles, trains, accessories, destinations and play-sets, enabling parents to buy into the world of Tomica and make year round purchases to build their child’s collectable system. Tomica will be supported with an integrated marketing campaign. At retail there will be display units, bespoke POS, cross-sell leaflets and window displays available. Consumer events will also take place. The firm is also planning a consumer launch including experiential marketing with a Tomica Bus Tour, PR and TV advertising. The TV campaign will run throughout the second half of the year targeting a range of boys’ channels with over 400 TVRs. Tomy is master toy licensee for the final instalment of Harry Potter – Harry Potter and the Deathly Hallows – which is set for release in 2010 and Tomy will introduce a range of action figures, role-play items, electronic toys and puzzles for the two-part movie finale due for release in November 2010 and July 2011 respectively.
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The company also has the rights to launch product from the World of Harry Potter style guide, which is non-movie specific and offers flexibility in launch timing outside of the theatrical window of the films. The product launch will be supported with a marketing campaign including TV and cinema advertising.
Tomy is celebrating a successful first year as the distributor of K’Nex and there is more planned for 2010 to ensure the brand keeps going from strength to strength. New items are planned across all age categories. From Kid K’Nex with good value tubs through to new licences with the introduction of the all new Monster
Trucks Assortment £4.99. There will also be bigger builds available within the 9+ category, where the hero item is the Hot Shot Video Coaster with an onboard camera enabling kids to shoot and download footage of this amusement park ride, which retails at around £99.99. 2010 will see the return of a toy lines from 2002 – Micro Pets-i. This time around the collectable pets can move, talk, sing and fit into the palm of your hand. The Micro Pets-i retail at £9.99 and have sensors so you can control by tapping your finger or their special ball in front of them. Already a hit in Japan, nine Micro Pets-i cats, dogs and bears make up the range. Tomy will be rolling out a major marketing campaign for the brand focusing on a microsite, a TV campaign with over 300 TVRs and a competition to win a special edition Micro Pet-i. Aquadraw continues to be one of Tomy’s key brands and moving into 2010, the brand name changes from Aquadraw to Aquadoodle. The new spring lines will be taking the Aquadoodle name, which will then roll out to the new autumn/winter lines in June 2010. The Aquadoodle range for 2010, combines no-mess drawing with water and sound effects for the first time. The new Animal Magic Sounds Aquadoodle, retailing at £29.99, offers children a new and engaging drawing experience, with 14 farmyard sounds. Aquadoodle will see two licensed ranges for autumn/winter 2010. Peppa Pig and Toy Story 3 will become the hero licensed mats in the range, both priced at £29.99. Tomy is planning a marketing campaign focusing on the hero lines for 2010, Animal Magic Sounds and Toy Story 3, including TV advertising with over 400 TVRs, cinema advertising and an online campaign. There will also be four new introductions to the Play To Learn subbrand in 2010, including some with never-seen-before technology and innovation, like Mr Colour Maker, an interactive mixing pot developed to teach children about colour in a unique way, with no mess. Hero items, Pic ‘n’ Pop (£19.99), Magical Melody Maker (£29.99) and Mr Colour Maker (£24.99) will be supported with TV advertising and press targeting parents.
HYPERCITY
HYPERCITY RESCUE
LAUNCHING
Come and see us at Toy Fair (Stand E156) Tomy UK Ltd., St Nicholas House, St Nicholas Road, Sutton, Surrey SM1 1EH Tel: 020 8722 7300 Fax: 020 8722 7302
www.tomy.co.uk
JUNE 21 2010
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VIVID IMAGINATIONS Representing the biggest programming and marketing investment ever by BBC Worldwide, Vivid’s Zingzillas master toy line is expected to generate in excess of £12 million retail sales from its August launch on UK shelves. Price points range from £2.99 to £39.99 and will cover all key play patterns. The range will be supported by four TV ads airing weekly from early August to November. It will be revealed for the first time to retailers at Olympia behind closed doors. Vivid’s Timmy Time range sold well last year and another 26 new shows will be aired in 2010. The firm’s new product development includes 21 new products including three TV lines – Timmy Mini Play-sets, Timmy Play Train and Dancing Timmy. Fifi and the Flowertots saw a huge upsurge in toy demand in the fourth quarter of last year as Channel 5’s Milkshake placed Fifi in prime scheduling slot on weekday mornings. Vivid has ten new products to sustain sales momentum, with two new spring play-sets and Tumble Tot Fifi featuring on TV. Roadshows, theatrical tours, comics and DVD sales continue to keep Fifi in front of mind. Roary the Racing Car achieved its highest market share to date in the boys pre-school toy sector in 2009. More TV episodes hitting Milkshake and Nick Jr screens in the new year will drive further collectability as new characters are introduced. Thirteen new products will be introduced this year, five of which will be TV advertised, including the Loada Transporter. Chapman Entertainment’s promotions, roadshows, comics and DVDs will support the brand. New to Crayola for spring are Colour Wonder ranges from Cars, Toy Story and Disney Princess plus new 3-in-1 Picture Maker, one of five TV campaigns prior to and over Easter. Key introductions for
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the fourth quarter with TV support are Colour Wonder Magic Light Brush, Colour Explosion Glow Dome, Paper Fantastic, Doodle Penguin and Lumi-Light Diary. The one to three years Crayola Beginnings sub-brand will introduce a range of six Winnie The Pooh creative products this year, offering fun and mess-free play, including Magic Painting, Happy Hands Art Mat and My First Easel. Shrek Forever After launches in UK cinemas in July, with new villain RumpleStiltskin joining the regular cast. Vivid’s toy line will include £16.99 Wise Cracking Shrek, which will be TV advertised. Dreamworks will support the movie with advertising and it will be trailered in cinemas. The DVD will be on
sale from November. Toy Story 3 sees the iconic toys find new adventures when donated to a local playgroup. Vivid and Thinkway will refresh the line with characters and electronic toys, supported by TV advertising. Klip Kits is Vivid’s new in-house launch into the licensed kits business with a novel technology that allows highly detailed, factory decorated model kits to be transformed and posed for the first time with no glue and paints. Toy Story 3 and Cars are the first two licences to be featured and both will be TV advertised from July through to yearend. Price points will range from £9.99 to £19.99. Vivid’s new Stunt Riderz mini action vehicles range will enjoy new introductions for August including the TV advertised Demolition Danger Zone and new glow in dark Midnight Racers collectables. Price points range from £4.99 collectables to £19.99. Dinosaur King sees new TV shows and new toy product introductions for 2010, supported by TV advertising across the year. Nineties girls’ toy Teeny Little Families is back with a new look and environmental message. Highly collectable figures and transforming homes with secret features, the new
range hit shelves in January, supported by a year-round TV advertising campaign featuring price points from £6.99 through to £24.99. Also new for girls in the spring is Twilight Ponies, a fantasy pony range targeted at girls aged four and over. The range comprises collectable bracelets, charms, ponies and play-sets from £2.99 to £24.99, all supported by TV advertising from January. Electronic plush brand Animagic sees major new innovations from TV advertised Newborns and Hoppers at £9.99 and £16.99 to Tender Care Twins at £19.99. New puppy, kitty and pony breeds/styles will be added to the core line for 2010. Fab-tastic Food sees new innovations for this year including Fudge Factory, Spaghetti Ice Cream Factory and Chocolotta Fun Factory, allowing children to make real, hollow eggs and hearts and decorate them with a chocolate pen. Both items will be TV advertised. Vivid will be launching a range of JLS merchandise including dolls to be revealed for the first time at Toy Fair. BBC’s Strictly Come Dancing will be brought from screen to living room with a DVD role-play set that will allow girls to dress-up and learn to dance. It will be TV advertised, with a £24.99 price point.
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DRUMOND PARK Drumond Park is planning its biggest ever roster of new games for 2010. The launches, most of which will include TV advertising as well as PR, promotional and sampling campaigns, are planned for both the Easter and summer holidays, as well as during the run-up to Christmas. Claire McCool, Drumond Park’s cofounder and marketing director, commented: “We were very grateful to all our buyers for the huge support we received right across the board during 2009. We had an excellent year, which has given us the confidence to make a huge investment in both time and monetary terms, to make sure that this year will be an equally good one for all those concerned.” During 2009, the Rubik’s Cube was consistently positioned in NPD’s top five in the Total Games segment, and the introduction of the new Rubik’s 360 was also well received by both trade and consumers. With The Cube’s 30th Anniversary celebrations scheduled for May onwards, the Rubik’s offering will continue to go from strength to strength. Among the products to be shown for the first time at Toy Fair is a new board game, Don’t Laugh, suitable for players aged eight and over. The game comes with over 1,000 joke cards to be told in your own voice, or with the help of an electronic microphone and voice changer which provides laughter sound effects and manipulates your voice in the strangest of ways. The game play is simple; the difficult part is keeping a straight face. Also well on its way to production is a concept based on a well-established theme involving everyday icons, that the whole family knows. The Best of British is a board game (for ages 12plus), which, like last year’s top-selling Logo board game, has been developed by Drumond Park’s in-house creative team. The game play reflects the tone of its sister product, Logo. It is simple and the fun is instant and enormous – as friends and family battle it out with picture, memorabilia and recognition question cards on all things British – every day icons which are part and parcel of our daily lives. The subjects covered range from fish and chips, the weather, Big Ben, red telephone boxes, bobbies and black cabs to Winston Churchill, indigenous squirrels and the beefeaters at the Tower of London. McCool commented: “This game provides excellent entertainment value for the young and old alike. The overall design is basically just the same as the winning formula we utilised for Logo, and I’m happy to report that there is already huge interest in the product from our buyers.” Articulate has been a top ten bestseller for well over a decade, appealing to all age groups and every type of household. Now the Drumond Park team has developed the Articulate Your Life electronic board game, suitable for
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MECCANO
Meccano is set to launch two new ranges at Toy Fair 2010. The brand, which has seen its popularity grow in 2009 following its appearance on James May’s Toy Stories, as well as its sponsorship of Meccano family workshops at London’s Design Museum, has introduced a new, no nuts required collection as well as a construction set aimed at girls. First up is Xtreme, a collection of racing vehicles for children aged sevenyears and over. The set comes in flashy colours along with chrome parts to add to the radical look. The Xtreme range combines plastic and metal and the parts screw together, with no nuts required – a first for Meccano. Some of the models include sound effects, pullback functions, motors and remote controls. Available from May 2010 and retailing from £5.99 to £49.99. Also new to Meccano is the Rescue Team range designed for children aged five-years and over. The collection consists of four emergency vehicles and figures including a Fire ATV with Fireman, Police Car with Police Man, a Police helicopter and fire truck, both including two figures. Each of the four sets feature Meccano’s new clip system for easy and fast construction. Available
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from May 2010 and priced from £9.99 to £29.99. Meccano’s Construction range will see a new addition in 2010 – a glittery pink construction tool box. The range has proved to be a hit with boys aged five and over and Meccano is confident that adding a touch of pink and a sprinkle of glitter will make it a winner with the girls too. The box will contain plenty of pink parts to build a number of ladylike vehicles. Available from June 2010 and retailing at £19.99. The latest addition to the company’s award-winning Build and Play range will also be premiered at Toy Fair. The new hero item is the Train, which builds six models by twisting, clipping and screwing the colourful parts together. The kit comes in new Build and Play colours and is suitable for children aged five-years and over. Available from June 2010 and priced at £29.99. Sue Barratt, country manager for Meccano Toys UK, said: “What an exciting year. The strength of our ranges combined with an abundance of positive reviews and awards as well as Meccano exhibitions, workshops and James May’s wonderful Meccano bridge, has really seen the
brand soar in 2009. While always remaining true to our construction roots, our ever progressive collections now incorporate flexible parts, vivid colours and adopts the latest in technologies including remote controls, as well as robots that can be controlled via wi-fi, Bluetooth or even your own voice.
All models come with tools and an instruction manual and will be supported through marketing and PR programmes delivered across widespread consumer media.
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WORLDS APART
Worlds Apart has combined role-play and plush to create the new Puppy Lane Cottage and Strawberry Stables Dream Town sets. Puppy Lane Cottage comes with Candyfloss, a plush puppy, plus a kennel, collar tag and lead, brush, bowl and bone. Additional sets include plush pets and a kitchen set with Pip the Mouse, a Sofa with Coco the Kitten and accessories plus a Fabric Garden with Nutmeg the Bunny and gardening accessories. There is also a Postal Set and a Rose Racer Car with Picnic Hamper Set. For easy storage, the two sides of the cottage stack neatly inside each other. Strawberry Stables includes the stables, Fudge the pony, bridle, reins, saddle, apple, brush and hair play and separate accessories include a Stable Care Set (Inflatable Hay Bale, Broom,
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Nose Bag, Wheelbarrow and Sugar Treats) plus a Gymkhana Dress-Up Set. Both these new sets, together with the existing Gasketts Garage, will benefit from marketing support including TV advertising. Worlds Apart’s growing selection of pre-school Waybuloo items include the Waybuloo Interactive Mat. This electronic floor mat marks the beginning of a new active range for little ones and details a journey between the Village and the Yogo machine. Different game buttons are symbolised by Piplings and these develop skills ranging from counting to co-ordination. Other items include the new Inflatable Feature Chair with YoJoJo and her motion sensor drums, the Waybuloo Peeka Pod two-in-one pop-up play-set, a Pop-Up Ball Pit
and a Waybuloo version of My First Ready Bed. Worlds Apart will have a dedicated Toy Story area on the stand for its second core licence. New items include the Toy Story Buzz Feature Chair, featuring three movie sounds and phrases, together with two new MDF furniture items, a handy Toy Box and a sturdy Table & Stool set. Two new additions to the Go Glow range will also make their first appearance at Toy Fair 2010. A night light that’s designed to encourage a bedtime routine, the Storytime Go Glow is a 3-in-1 product consisting of a rechargeable night light, torch and projector. The night light glows softly for reassurance and the cone becomes a torch when lifted from the base. The two movie discs project 12 images of
characters onto the ceiling (initial licences include Thomas, Disney Princess, Toy Story, Peppa), creating a magical bedtime story. The Go Glow Pal is a toy and comforting night light. This soft alien from Toy Story is fun to play with and will then light the room during the night. The Go Glow Pal’s gentle three LED lights offer further night time comfort and play value. Squeeze Alien’s hand to make his eyes glow and after 15 minutes, the lights automatically shut off. Worlds Apart’s other key licences will also feature at Toy Fair, for example Ben 10, Hello Kitty, Timmy Time and Handy Manny. These characters will be seen in a mix of furniture and toys, offering familiar, reassuring surroundings.
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INTERPLAY
New for 2010 is the Wild Science Ant-OSphere. The kit allows children to experience the inner workings of an ant colony, containing pods, bases and supports. The spheres link together and can be filled to make an atmospheric setting with plants, soil and ponds. The ant transit ports give a plethora of options to twist and turn a variety of ways. With two price points available – a four pod and eight pod kit which can be joined together and added to – the launch of the Wild Science Ant-OSphere will be supported with TV
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campaigns and the firm hopes it will be a best-seller this year. Wild Science for Girls, including Perfume Laboratory, Luxury Soap Science Lab and Bath Bomb Factory, was the UK’s best-selling science range in 2009. In a drive to ensure continued success, Interplay has launched new eye-catching lifestyle packaging backed up with a heavyweight TV support campaign. The range will also be joined by new products and refreshed packaging for the Wild Science for Boys range including Rocket Ball Factory and Weird
Slime Laboratory, which will also be backed with a TV advertising campaign. My Living World, also from Interplay, sees the addition of two new boys’ products, both below £10. The Illuminated Pocket Microscope magnifies 30 times the actual size and field binoculars, sports and spy games; both come with illustrated manuals. Interplay’s Solar Powered Rainbow Maker and Solar Powered Butterfly will be further promoted this year with TV campaigns and will also be joined with a new line appealing to boys.
Unlike the previous Solar Powered Kits, the Solar Powered Spider is assembled ready to go. Simply stick the spider onto a sunny window and watch as he comes to life climbing up and down his web. Also in this range is a Build an Electric Dragster kit and, back by popular demand, is the Trebuchet Siege Machine. Finally, Interplay will be introducing the world’s first 4D Jigsaw Puzzle – the Cityscape Time Puzzle, which recreates the city of London not only in three dimensions of length, width and depth, but also in an added fourth dimension of time.
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JOHN ADAMS
2010 will see John Adams & Toy Brokers add over 40 new lines across all seven product categories. Two New Scotland Yard licensed products follow on from the success of the New Scotland Yard Forensics Kit. 2010 is also the 60th anniversary of Fuzzy-Felt. The brand has been relaunched by John Adams and Toy Brokers, allowing a new generation to discover the funky felt craft sets. FuzzyFelt Craft Tubs are a new twist on the old favourite, with a range of three sets: Things That Go, a selection of vehicles,
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Animals, including farmyard favourites and pets, and Pink and Sparkly for the girls. Each tub includes 400 felt pieces plus a flexi-board, rolled up and stored inside before unfolding as a flat surface. Tubs are suitable for ages three and over and retail at around £7.99 to £8.99. The Surprise Egg Maker allows you to melt, mould and wrap your own surprise chocolate eggs and balls in golden foil. The TV-advertised set includes six toys and messages to hide inside each surprise. Suitable for ages
six and over, the Surprise Egg Maker does not include chocolate and retails at approximately £19.99. The Krypton Factor is an interactive DVD board game, which builds on the brand heritage of the popular TV series. The show itself has consistently pulled 3.5 million viewers a week and a new series has been confirmed for the beginning of 2010. Observation clips are taken from actual ITV show footage including Emmerdale, Coronation Street and Hell’s Kitchen. The game is suitable for
ages eight and over and retails at around £19.99. With the 2010 FIFA World Cup kicking off in South Africa this June, the firm is launching Total Action Football. It is a table-top football game, providing magnetic action, with each player able to pass, trap or shoot the ball. This Power Strike Edition includes Free Kick ramp, Corner ramp, Diving Keepers and Power Strikers. Total Action Football is suitable for ages six and over, retails at around £24.99 and will be supported by an estimated 500 network TVRs.
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Visit us at London Toy Fair stand B50 www.leapfrog.co.uk
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SCHLEICH
Modelled by nature and intricately painted by hand, Schleich figures are a first choice for parents and children alike and, supported by Schleich’s unique retailer partnership programme, outlets stocking its collections are guaranteed that customers will keep coming back for more. With collections of high-quality, lifelike animals and historical figurines and fantasy playworlds to choose from, one of the most popular lines is still the Wildlife range. It consists of animals large and small, from almost every corner of the earth – including lions, chimpanzees and crocodiles.
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Children can learn about familiar UK wild animals such as hedgehogs, foxes, squirrels and deer with Schleich’s Forest Life figures. They can also learn about the less well-known creatures of the world like Okapi, American Bison and Bald Eagles too. 2010 sees elegant predators added to the range as a lynx and her cub join the series of big cats; while a howling wolf depicts another territorial creature. As with all of Schleich’s animals, the poses of its animals are captured in an almost animated way, ensuring the owner can truly imagine the creature of the wild in its usual and natural manner.
From predatory to playful, a family of racoons joins the fold with a freestanding adult proudly upright on its hind legs and a trio of cubs cavorting together. All of the racoons have the familiar bandit’s mask that makes them so recognisable in the wild. To enhance the play experience and create a realistic and authentic setting for animals, Schleich has a variety of accessories from Fir Trees, Beech and Oak Trees to African Baobab and Giant Cactus. There is also an Animal Nursery with removable roof, opening doors and windows. A truck trailer fits perfectly onto the back of Schleich’s wildlife truck and is
perfect for transporting animals from the wild to the animal nursery. With drop-down sides and chunky wheels it is designed to tackle even the roughest of terrains. To epitomise the adventurous nature of the wildlife collection, Schleich is also launching a new inspirational item. The new Schleich Plane is perfect for connecting one land to another and portrays the type of traditional fixed wing prop-plane that is commonly seen in the widest regions of Africa, the Australian outback and Argentina. The plane comes complete with pilot and has cockpit doors, freight bay, engine compartment and more.
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HIVE ENTERTAINMENT
Hive, a manufacturing and distribution outfit which has gone from strength to strength over the past year, has partnered with a number of manufacturers to create a portfolio of licensed products. Hive is the exclusive UK distributor for all Nintendo figures and merchandise from Together Plus and it continues to distribute Tomy’s reputable and established Gacha range. Another addition to the growing portfolio is the recent partnership with
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Funko for its extensive toy range featuring a plethora of licences. Other products include Sonic the Hedgehog and SpongeBob figures. As well as the expanding portfolio of toys and merchandise, Hive also supplies and manufactures one of the largest ranges of video game accessories within Europe. Founding partners Steve Nicholas and Andrew Shanley have a wealth of experience within toys, gaming merchandise, video games and distribution. The team at Hive has
recently been bolstered by the appointment of Adi Wells, who had previously held the position of merchandise buyer at national retailer Gamestation. Wells’ knowledge brings the team’s combined experience in its industries to over 40 years. Steve Nicholas, partner, comments: “We are very excited by the extensive range of quality products that we can offer customers. It’s great to be able to bring such previously unavailable merchandise to market. With our ever-
expanding portfolio, we offer a varied range to suit all demographics. The London Toy Fair 2010 is the perfect platform for us to exhibit our range and also give a taster of the amazing new products coming through for 2010.” Andrew Shanley, partner, adds: “2009 has seen us expand our sales and operations facility into our newly acquired distribution centre. This has enabled us to hold all required stocks, and confidently provide realistic delivery times on any size of order, for all clients.”
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GOLDEN BEAR
Master toy licensee Golden Bear will be launching Ben and Holly’s Little Kingdom at Toy Fair 2010. The range interprets the BAFTA award-winning programme through plush and plastic toys and includes Holly’s castle, Gaston Cave, Fluttering Wings Holly and Ben Elf. Also new is Timmy Time Wood. This range features the fun characters Timmy and his friends from Timmy Time through a variety of products – Dominoes, Height Chart, Timmy Time Clock and Learning Frame.
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The wooden range will also be extended, with new products being launched within Peppa Pig and the My 1st JCB range. 2010 sees Golden Bear moving into the arts and crafts market, securing new licences in Waybuloo, Mister Maker and Candy Blush. The ranges promote creativity and develop children’s skills through creative play. The collection will extend into existing licences Peppa Pig and Charlie and Lola.
The My 1st Talking JCB range will continue to grow in 2010. We will see new characters Marty Mixer and Tommy Truck being introduced and the range has been extended to include floor puzzles, wooden puzzles, dominoes and sit ‘n’ ride Talking Elvis. The In the Night Garden nursery range is loved by children and parents alike and 2010 sees the introduction of new products. Toy Fair will see Igglepiggle and Upsy Daisy cuddle harnesses, designed to ensure safety
while children learn to walk. Soft and cuddly Snuggle Buddies will be available in the characters Igglepiggle, Upsy Daisy and Makka Pakka along with various brightly coloured rattles. Shaun the Sheep and friends are available in a variety of new and existing plush toys and include new feature plush Hungry Shirley. Lastly, the Thomas and Friends phenomenon continues to capture the hearts and minds of children, and the new addition to the engines is Victor.
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GREAT GIZMOS
With environmental issues high on the agenda, Green Science kits remain strong and the latest additions to the range are educational while still offering play value. The Dynamo Robot kit is a science project, which recycles household items and turns them into an automaton powered by a hand-driven generator, while Solar Rover is a green science project driven by solar power. Great Gizmos has also added a new Green Creativity range, which includes an element of imagination. These kits enable children to decorate a plain canvas bag and make their own reusable green shopping bag, create cards and gifts from recycled paper or turn a plastic bottle into a light. All of the kits have educational and play value appealing to both girls and boys. Mould & Paint Glitter Princess allows girls to create six pretty and glitzy princess magnets, while similar kits that are great for Easter have a springtime theme with Easter chicks, bunnies and glitter eggs.
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Great Gizmosâ&#x20AC;&#x2122; ranges offer hours of creativity and fun for children. Many also provide ideas for creating great gifts. The Paint Your Own Porcelain Trinket Box Kit and Mini Shoe Vase Kit are creative additions to a dressing table, while the Fairy Light adds a finishing touch to a bedroom wall. There will also be some new Fun Mechanics Kits, including an Electric Dragster and an Electric Plane Launcher aimed at boys. Still with speed in mind, there are several Science in Action kits which combine motion and technology in the form of a Mousetrap Racer, Hovercraft and Rocket Race Car. Younger children will also be well catered for by Great Gizmos in 2010, in particular with a Finger Puppet Kit and a Paint Your Own Wooden Race Car Kit, while young dog lovers will enjoy keeping track of treasured moments with My Dogâ&#x20AC;&#x2122;s Journal. These launches will be supported by PR strategies ensuring enhanced brand awareness and they can be assured of continued and repeat sales.
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IMAGINATION GAMES
Imagination Games is unveiling a new product line for 2010 that it hopes will keep the sales growth from last year rolling. Following major US success for Imagination’s own brands, the 2010 UK line reflects a new core brand focus – delivering innovative games, proven sellers and great potential margin opportunities for retailers. Quelf comes to the UK after a top selling performance in the US mass
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market. It is the winner of The Good Toy Guide Silver award and many others. Quelf is great fun and easy to learn – just obey the card to play. TV support is planned for this game in Q4 2010. Beat The Parents is the archetypal family board game experience where kids get to gang-up on their parents to show them who knows best. The game outsells any other Imagination branded game at store-by-store level.
Fact or Crap has sold over four million copies globally. Trivia doesn’t get easier than this, as players have a 50 per cent chance of getting the answer right. UK trials saw this game sell-through over 400 units in one outlet. Top Gear Ultimate Car challenge board game builds on its 2009 success. The TV show continues to go from strength to strength, pulling in an average of seven million viewers each
week. The game is exactly like the Top Gear TV programme, but in a box. Gogo’s Crazy Bones board game was a late 2009 launch, and a big success. Kids battle collections against friends and family for fun or keeps. Along with other licences to be announced at Toy Fair are long-term brands like Battle of The Sexes, Scabs & Guts and Catchphrase DVD. Imagination is planning for its biggest year yet in 2010.
Worlds Apart launches pre-school active range • TV support A/W 2010
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UNIVERSITY GAMES
The Findit game is a new item taken on for exclusive distribution. A big tubular addictive game that has three different editions, it is designed to appeal to children and young adults alike. Callisto is a simple yet potentially complex game to get to grips with. University Games is hoping that it will prove to be a long-term best-seller. The firm has refreshed evergreen classic TV quiz show games Who Wants To Be A Millionaire (featuring booster
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packs of special category questions) and Mr & Mrs. The Really Nasty series of games have also had the graphics renewed, giving them a new appeal. From Japan comes the word Jashiku and by that name is a new game that incorporates the principle of magnetic poles attracting and repelling. It is a unique game format that is going to be a winner among all ages. The nursery rhyme Five little monkeys dancing on the bed… has inspired the
pre-school Five Little Monkeys Board Game. It features a spring-loaded bed that flips the monkeys off at random intervals and teaches children about bedtime routines. In Glow Zone you will encounter the world of stars and planets that make up the firm’s range of Great Explorations products. Among the pre-school games and activity products, University Games has four Gruffalo items: The Gruffalo
Rhyming Card Game, The Gruffalo Fun Pocket, The Gruffalo Felt Play Board and The Gruffalo Mini Board Game, all to display at Toy Fair. Smart Ass and Sort it Out were well received last year and the company has big plans too for how it will promote and market these games in 2010. New to the market is Sort It Out Junior with a lower price point. The firm has also gained exclusivity for Hoberman’s Spheres.
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HABA
With a large portfolio of soft toys and dolls already, 2010 sees Haba moving into the organic market, with several ranges made using organically farmed cotton. Guardian Angels Tine and Toni are designed as birth presents accompanying and comforting newborns from their first day, as will Pure Nature Cottis. The soft lambs include Spelt Cushion Cotti, Cuddly Cotti, Cuddlekin Cotti, Pulling Toy Cotti and Clutching Toy Cotti and come in shades of pink and blue that are ideal for boys or girls.
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Also new is the Play Rug Discoverers’ Meadow, which is full of different acoustic and sensorial effects. The foldout mat has a little rabbit and sheep with magnetic feet that stick to the street and the biggest of three shamrocks. A little house can be set up, magnets in its roof ensure stability and it has a door that opens. Haba’s range of soft dolls welcomes a new member. Baby Doll Luca is a 40cm doll with bright blue eyes and Chenille hair. Girls will enjoy dressing their baby with a seven-piece accessory
set including vests, nappies, tops, rompers and a hat. There is also a new range of clothing and accessories for Haba’s 30cm and 38cm dolls, which includes several football kits. The latest stacking toy, Zoolina takes pre-school building blocks one stage further. The happy trio bear, crocodile and rhino can be stacked on top of each other and then pulled along on their own little wheels. Also keeping in the animal theme are Haba’s colourful wooden Animal
Scooters, which includes Horse Paulina, Bear Ben, Cow Caro and Crocodile Chris. These chunky wooden toys each have a little bell and heads which turn around. Appealing particularly to little boys are Haba’s new Pushing Construction Site vehicles, with Excavator Elvis, Drum Doro and Dumper Dave. These chunky wooden wheeled toys, each with its own removable driver, are representative of those seen on a construction site and will delight budding young builders everywhere.
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BRAINSTORM
Brainstorm has secured the exclusive distribution of two new ranges for launch at Toy Fair 2010. Citiblocs are wooden construction blocks, which have been precision cut from pine that’s been sourced from certified renewable forests in New Zealand. Every piece is exactly the same shape and size and building requires no glue, no mess, no connectors, no magnets, just gravity and balance. CitiBlocs will be available in packs of 50, 100, 200 and 300 blocks. In the US this product has won 14 industry awards, including Dr Toy, Parenting Magazine and Best Green Product. Mostaix is a new range of art and craft products that enables children to
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make mosaic-style pictures. Using small plastic tiles of different shapes, children can build up pictures, graded to their age and ability. The snap-in pieces stay in place without the use of glue or ironing. Simply follow the real-size pattern to make the picture. Mostaix will be available in three sizes. The 264-piece pocket-money set will be suitable for beginners and younger children. The mid-price set will contain 1,332 pieces for slightly older kids and the 4,440-piece set will appeal to craft enthusiasts. There will be 18 different pictures to choose from. There are new additions to Brainstorm’s The Original Glowstars Company brand. The handheld Astro
Projector Torch has three domes to project different space patterns – stars, planets or spacecraft – and the body of the torch glows in the dark. Children can construct a planet mobile with Glow Solar System, now packaged in a clamshell pack, or add highlights to pictures with Glow in the Dark Pens. Pink Glitter Stars will be launched alongside a Hannah Montana Glow 3D range. 2010 sees the firm adding licensed metallic stickers and foam room decorations, featuring Hello Kitty, Hannah Montana and the Jonas Brothers. New to the Zipbin brand is a range of large and small play mats. Themes
include Space, Dinosaur, Farm, Road and Wild Animal. Its large play mats are double-sided for extra play value. All of the mats include two toys and are supplied in counter-top or floorstanding displays. Innovative 3 Maps in 1 is the latest new addition to the Fact Finders range. An automatic system allows three maps to be stored in a single tube. The display system ensures that maps can also be hung or held open. The maps will be: UK and Ireland, Europe and the World. There are also new products in the Natural History Museum licence this year and additions to the Star Wars Science brand.
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TOY FAIR 2010
JUMBO GAMES
As a leading producer of adult puzzles in the UK, Jumbo actively seeks the best artists and licences to strengthen its best-selling adult puzzle range. The firm is planning several additions for 2010, including a puzzle to celebrate the 50th anniversary of Coronation Street. The puzzle will feature 50 images – one from each year of the ITV soap. There will also be a limited edition Coronation Street Wasgij, containing two puzzles. The brand will also expand in 2010 to include the Wasgij Spin and Shout
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Game, featuring six illustrations from Wasgij puzzles. Jumbo Games has also increased share in the children’s puzzle market, YTD NPD (July 2009) data indicates that the company is now positioned at number two. In 2010, the firm plans to further cement its standing with a new generic puzzle range that will launch at Toy Fair, accompanied by marketing and PR support. The children’s puzzle and game categories have been enhanced with the addition of new licensed properties
including Horrid Henry. This range will feature a 100-piece Discovery Puzzle, two 70-piece puzzles with stickers and two games – playing cards and a Slide and Find game. Gormiti will also have a puzzle range launching in 2010 with a four-in-a-box format featuring the four main characters, two puzzles in a box including a Gormiti figure and a 100piece puzzle with stickers. Jumbo will be introducing Gormiti Playing Cards and an action-based game for autumn/winter 2010. A further
addition to the licensed portfolio is the FA World Cup, for which Jumbo will be producing puzzles and games featuring England’s favourite players. Girls can look forward to further developments for the Peppa Pig range, including the Muddy Puddles Game for spring/summer 2010. The game features the main characters from the Peppa Pig stories and is a race around the board to get home from school. However, the race is disrupted by Muddy Puddles, which are heavily featured in the hit TV series.
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KIDKRAFT
F49 Kidkraft’s new Wooden Kitchens are decorated in either pinks or bright primary colours. Both include doors that open and close, oven knobs that click, a removable sink and a clock with moving hands. Even the microwave is a replica of a full-sized one. KidKraft’s new Designer Dollhouse is a dollhouse with 11 pieces of furniture. Embellished artwork and bright colours make for a modern feel and the house features two curved staircases and the latest in designer must-haves.
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The firm’s furniture and room accessories will also be on show at the fair. The Star Table and Chair Set is the ideal place for homework, games, or arts and crafts. KidKraft’s Explorer’s Rocket Ship and Submarine Sets are loaded with interactive features. The rocket ship lets kids explore outer space. The Submarine Set lets kids imagine themselves diving deep into the ocean. It features close attention to detail and interactive features.
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INSPIRED GAMES
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Inspired Games International (IGI) has launched Starplayer, a football board game for families and friends, aged eight and over. The game was devised by Inspired Games founder and CEO Christopher Jones in 2005 and was developed and thoroughly tested over a three-year period before going into production in the UK. Each player is the imaginary owner of a major football club and must race their opponents to win The Starplayer Cup for their Club. To get to the Cup Final, the objective is two-fold. Players start the game with £150 million of Starplayer money and must buy or complete their ‘club set’, consisting of a squad of 11 international footballers, a new manager and stadium. They must also win five cup matches using the unique Starplayer football dice. Finally, to win the cup final and the game, a player must win a penalty shoot out using a specially designed goal die which gives a 50 per cent chance of scoring. There’s a choice of four squads of footballers to buy in red, white, blue or yellow shirts, with four star players in each. Once all four star players are owned, they generate income. Transfer windows during the game allow players to buy, sell or swap their footballer cards, adding profit to the club fund for astute negotiators. There’s a 45-minute short game play or longer version lasting 90-minutes plus. Starplayer retails at £29.95.
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For the retro In Your Pocket talking key chain line, Underground Toys is launching a Match of the Day version, featuring football chants as well as some famous phrases from John Motson. Other key chains include The Hoff – ‘Don’t Hassel the Hoff’; Only Fools & Horses – ‘You Plonker’ and many more. For the teenage market, the firm will be showing new products from Twilight and New Moon including board games and standees. For the kids range, the firm has Ben 10 and Star Wars. The Sound Blaster and Pocket Pals are smaller talking items which feature four buttons speaking phrases from kids TV shows – Thomas & Friends, Bob the Builder, Peppa Pig, Ben 10 Alien Force and Bakugan. The firm is also expanding its Churchill range to include a small talking plush key chain featuring a new phrase, ‘Oh No’, as well as more characters for the Star Wars talking plush range, including a 15-inch Deluxe Chewbacca and many more.
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TOY FAIR 2010
TREASURE TROVE
Treasure Trove Toys will mark its tenth anniversary at Toy Fair and raise a glass to a period of growth and success, which saw a sales increase of 235 per cent in 2009. The firm will use the show to spotlight some of its most successful brands from the last ten years, but will also be exhibiting a number of new additions to its portfolio. Its recent transformation has been brought about
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both by rationalising its wide brand range to focus on the strongest performers and also by using its industry reputation to attract a good selection of new names. Still key to the offering are Didicar, Hair-ee Magno-z, Quercetti, Scrunch and Sticky Mosaics, along with the more recent addition, Breyer. All of these brands have made insightful additions to their lines for the
coming year. Meanwhile, joining Treasure Trove this year is a collection of new ranges, in the shape of Breyer Saddle Club, Brio, Junior Tradesman, Safari, Uberstix, Wedgits and Peter Fish Yo-yos. With the TV success of Pop Girl’s Saddle Club, Breyer’s new Saddle Club range of horses and figures will be supported by Treasure Trove with a return to TV advertising.
There will also be TV advertising to support the launch of Uberstix. Expected to perform particularly well is the Uberstix Scavenger Series – toys that reward for recycling and teach children about green living at an early age. For ages seven and over, Uberstix Scavenger sets are construction kits with a difference, requiring the builder to re-use plastic bottles, lollipop sticks, paper cups and so on.
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DKL
Corolle has expanded its collection with a variety of new dolls. New to Babicorolle for infants from birth-plus is Miss Bilberry in a pretty berry dress. There are additions to the Mon Premier range for 18-months plus, as well as entry price point dolls. There are new Calin Dolls too, such as Calin Cheerful Raspberry dressed in a pink and white polka dot dress and Calin Laughing Cerise, dressed in pantaloons and tunic. Tidoo Bath Dolls will see new additions, including two Tidoo swimmer dolls and accessories.
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Hama beads in 2010 sees the introductions of new popular licences such as Toy Story, Ben 10 and Disney Fairies. New to the large gift sets are Polar World and Woodland Friends, plus new versions of the activity boxes. Smaller sets include the Bracelet Set. Also new to 2010 is the 3D Hama Chicken set. Wonderworld Wooden Toys have more in the Eco Series range. The Eco House comes complete with accessories including furniture and family. The house includes energy
features such as wind turbine, solar panel, recycling bins, a bicycle instead of a car and a water butt to collect rain. Also new is the kitchen range with a cooker, sink, fridge, washing machine, shop and accessories. The Softwood Nursery Range for infants from birth onwards has some new products too. The Gardening set comes complete with all tools and a butterfly net. The flowers are bendable, and the port has a carry-along feature. Viking Toys has expanded the successful Chubbies vehicle line with
new vehicles and updated colours. 2010 will also see more new designs of the Fexi Cars. With vibrant colours and new designs of vehicles in small, large and giant, there are many to choose from, including the Jeep, Racing Car, Fire Truck and tractor with trailer, to name just a few. Sigikid is new to DKLâ&#x20AC;&#x2122;s nursery range in 2009. The soft toys are suitable from birth upwards and come in varying categories of soft, glove puppet, musical, comforters and much more, all guaranteed to entertain a young child.
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TOY FAIR 2010
REVELL
Europe’s largest supplier of model kits and accessories returns to Toy Fair for 2010. Revell will be showing new and existing lines at the exhibition. Highlights include the latest Star Wars Clone Wars Easy Kits, as well as the recently introduced Star Trek Voyager range, the latest Ferrari Road Cars and historic classics. Making its debut will be the My Style Jewellery range. The latest developments to the Gee Gee friends range will be on display too.
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Also making an appearance on the stand this year is the expanded R/C range, which will take Revell even further into the radio controlled model sector. The updated line-up includes sleek lines and each model can boast attention to detail and authentic decoration. The new models include the muchanticipated L-Ray GSY and Twister ICS, featuring MHz and outdoor digital technology. Both of these models
feature easy to operate controls and a cast aluminium chassis. With prices ranging from £19.99 to £160, the latest range from Revell clearly positions the manufacturer as a serious industry contender in an increasingly popular market. Revell’s premium 2.4GHz range, aimed towards the more experienced pilot also carries three exclusive designs – including the RAF Tigermeet Ouma, Bell Huey and a Kamov K58.
Thomas Randrup, the UK country manager for Revell said: “Our latest R/C creations continue to impress even the most hardened radio-controlled model enthusiasts, helping to cement Revell’s position as a quality model manufacturer and innovator. “We expect Toy Fair 2010 to be a great success for us this year, and with a substantial amount of our range on show, there’s sure to be plenty for visitors to see.”
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ORCHARD TOYS
Orchard Toys is launching seven games and jigsaw puzzles at this year’s Toy Fair. All products are designed to make learning fun for youngsters aged between 18 months and 12 years old and the latest round of additions is no exception. Simon Newbery, managing director, said: “We are absolutely thrilled at the way the company has performed over the last two years, which have been the best in our history, with demand going
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through the roof in the run up to the Christmas season.” If You See a Crocodile is based on the children’s song Row, Row, Row your Boat. The game is designed to help children of three years old and over develop their colour matching and speaking and listening skills and it also links with early learning goals in creative development. Once upon a Time Dominoes is designed for three to six-year-olds.
Round and Round is based on the children’s song The Wheels on The Bus and is aimed at three to six-year-olds as well. It helps develop colour matching and counting skills and links with early learning goals in creative development and encourages strategic thinking. Nursery Rhyme Four in a Box, a new jigsaw puzzle, Enchanted Forest and the revamped Farmyard Dominoes and Pop to the Shops, complete the games and puzzles Orchard Toys will be launching.
The firm is very proud of its Britishmade products, which are all manufactured from durable recycled board and have a wipe-clean finish so that they last longer, for years of fun and entertainment, making them great value for money. Its range of products is developed, designed and illustrated by Orchard Toys’ in-house team, then rigorously tested in playgroups, schools and at home by parents and teachers.
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TOY FAIR 2010
BLADEZ TOYZ
Bladez Toyz is introducing the first remote controlled i-Bladez flight stick with Salvation 3D helicopter. The flight stick enables control of the Salvation 3D helicopter, giving ultimate control and includes real vibrations with every movement. The higher you fly, the stronger the vibrations. The stick features six-way directional control to fly up/down, left/right,
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forward and back. The flight stick also includes trim controls which improve precision control. Tri-band (A,B,C) enables up to three players to fly together at a time. The firm is launching a range of compatible radio controlled products to accompany the flight stick from micro to large helicopter, cars, boats, and army vehicles.
The Salvation Pro II is one of the largest RC helicopters available at over 75cm in length. Thereâ&#x20AC;&#x2122;s no assembly required â&#x20AC;&#x201C; players can just charge and fly. The helicopter comes with a threechannel digital proportional radio controlled handset, integrated charger and rechargeable li-po battery, so the first flight is just minutes away.
The Salvation Pro II features foldable blades and flexible tail, which allows it to handle a crash. However, every single part of the Salvation Pro II is replaceable. The toy features six-way directional control, aerial search lights for night flight, trim controls for precision flight and replaceable battery packs for extended flight with quick recharge via a Lithium Polymer battery.
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RED TOOLBOX
The Red Toolbox is a new set of carpentry tools that’s complemented by a selection of original carpentry kits. The tools are specially designed to suit a child’s grip, while doing the same job as the adult version. The carpentry kits are ideal for teaching and applying various skills, available for Beginner, Intermediary and Advanced levels. The philosophy behind the Red Toolbox is based on creating opportunities for fathers and sons to work together and the step-by-step level system is ideal for helping kids develop and gain skills as they go, all while working with and enjoying the support from their parent. Each level increases in difficulty and the level of
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precision required while improving eyehand co-ordination and motor skills. Each kit comes with the tools required for the job, and children can make useful items such as a birdhouse, CD rack, magazine rack, bookshelf and so on. The tools are also sold individually, so children can build a collection. Red Toolbox offers a uniquely-designed adjustable workbench with convenient storage space for tools, and a tool belt to use while working. ARK DIY Products, a new Irish company set up in 2009, has brought the Red Toolbox to Ireland and is distributing it through the hardware retail merchants sector.
CHEEKY RASCALS
New to Toy Fair this year, Cheeky Rascals will be exhibiting its range of Playgro pre-school toys as well as the launch of its latest product – the Wishbone 3-in-1 Bike. Playgro toys are educational, brightly coloured and packed with activities to help with every stage of a baby’s visual and mental development. Playgro toys make learning tools that are stimulating, entertaining and safe. Many of the toys can be attached to pushchairs and cots. The collections are developed around characters that appear across each story line in a coordinated range ensuring stand-out on shelf.
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The Wishbone Bike encourages children to learn essential balancing skills from an early age, as the focus is on maintaining stability, rather than learning to pedal. Unlike other running bikes, Wishbone evolves with different stages of children’s development. Use starts from walking at around the age of one as a three-wheeled trike, then the Wishbone converts to a two-wheeled running bike; finally, by about four years, the ‘wishbone’ frame is flipped to raise the saddle, making it one of the largest running bikes available on the market.
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WINNING MOVES
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As well as new Olympics and FIFA World Cup products coming in 2010, Winning Moves has also recently released Top Trumps Tournament, a fast-paced boxed game featuring six exclusive packs on Movies, Sporting Heroes, TV, Pop Stars, Top Toys and Wow, which is full of amazing things from around the world. The Tournament is a new way to play Top Trumps, and, as any pack can be used, the game is endlessly customisable. A Star Wars edition has already been released, with six Star Wars packs including the exclusive Top 30 Moments pack and a special Darth Vader-black Tournament hub. The FIFA Top Trumps Tournament will include exclusive packs featuring the best World Cup players, goals, and moments and continues Top Trumps’ alliance with the national sport. Hot new Top Trumps titles for 2010 include Toy Story 3, Iron Man 2, and The A-Team, following on the heels of England Football Stars, SpongeBob SquarePants and Gogo’s Crazy Bones, the big titles that hit shelves at the end of 2009. For younger children, the Top Trumps Activity Packs range expands further with a Chuggington edition, to add to Peppa Pig, Cars, Mr Men and Dora The Explorer.
CASDON TOYS Casdon Toys return to the Toy Fair after what it describes as a ‘bumper 2009’. Casdon is known for top quality role-play toys and replicating the adult world. Children cannot help but want to copy what their parents do on a daily basis and therefore love roleplaying; this is why the level of detail in Casdon Toys makes them so popular. Whether it be the Dyson DC14 replica or Little Henry/Hetty vacuums, children love following their parents around, pretending to clean up. For the more culinary-minded child, Casdon do a Hotpoint-branded Cooker and Washer and the George Foreman Grill replica. The firm’s timeless classics such as the Sweetshop and Post Office have set record sales in 2009 and show no signs of decline. Continuing with the shopping theme, Casdon Toys tills still remain a firm favourite, whether it be the Mini Market Till or Chip and Pin Till – they sell equally as well. The tills can be complemented by an array of play food that the firm also offers and many of the playfood kits encompass recognisable brands such as Birds Eye or Baxters tins. New for 2010 will be more role-play ideas including a ‘world first’ Sat Nav Steering Wheel, Henry/Hetty Cleaning Trolley concept and a new fruit and veg basket.
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RAVENSBURGER
Ravensburger’s 2010 portfolio will see new launches including 13 fresh licences joining the stable and a preschool games and puzzles range called Discover & Develop, which combines play with education. The new range was created with key development stages in mind. The new Premium Puzzle Softclick technology on puzzles over 500-pieces now gives the firm’s puzzles a better fit. This new technology has been rolled out across the family range and adds to the puzzling experience. The spinning, waving, giggling Jolly Octopus game was designed specifically for the UK and is a 3D action game, packed full of underwater adventure and coral reef fun. With moving arms and sound effects, the aim of the game is to remove all of the coloured crabs first, by using only
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the tongs. But Jolly Octopus is protecting the crabs by waving and spinning his tentacles. If you touch Jolly’s tentacles, he will stop spinning and start giggling. Suitable for children aged four and over. Three 1.5V batteries required, not included. MD Tim Hall says: “Ravensburger has huge experience in the development of high quality games and puzzles and our new children’s range combines this knowledge with fantastic illustrations and packaging, sourced from leading British design agencies. Our integrated range will support Early Years Foundation skills, whilst offering lots of fun.” The firm also offers bespoke POS and display solutions for the independent toy sector, designed to ensure that games and puzzles deliver the best possible returns.
THE PUPPET COMPANY
The Puppet Company designs and manufactures over 450 different puppets including finger puppets, glove puppets and body puppets. Brand new for 2010 is the Giant Bird Collection including a Flamingo, Emu, Dodo and Ostrich. These are large
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puppets with masses of character. The firm is also the UK and Ireland distributor for Living Puppets, the premier German brand. Many of these puppets have full working mouths and hands and feature hundreds of characters and animals.
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RICHARD EDWARD
GreenCards are playing cards which have been created using original illustrations and 100 per cent sustainable and recycled materials. The cards feature unique court card characters, from the chic of the Queen to the suave charm of the Jack. The cards are creating a global card games renaissance that doesn’t cost the earth. GreenCards are manufactured by a company called RedWood Cards, which
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is the retail arm of Richard Edward, the only remaining UK-based manufacturer of games cards, trading cards and playing cards. Richard Edward has been a leading innovator in fully integrated games card manufacturing for over 30 years. The company produces card-based products for leading toy and games companies such as Winning Moves, DeAgostini and Hasbro.
FIESTA CRAFTS
Fiesta Crafts will be extending its award winning range of Doowell Magnetic games with new Colour-in Play Scenes: Knights and Dragons and Princess. Both feature a magnetic double-sided play board and over 50 colour-in magnetic paper characters and story pieces cut from exclusive magnetic paper. The pre-cut pieces are ready for creative colouring, adventure play and story telling and pack away inside the magnetic board making them an ideal travel companion. Suitable for children aged three years and over and retailing at £7.99. Skipping Pals are a new and unique concept, which combine soft toy handles with character faces and candy
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striped ropes. With six colourful handle characters in the range, the faces available are Rabbit, Duck, Monkey, Ladybird, Fairy and Pirate. Suitable for children from three years and over, Skipping Pals will be available to retail from this summer, and will retail at around £5.99. The Tellatale range of puppets had a strong year in 2009 and Fiesta Crafts is introducing some new thoroughbred puppets: Arabella Riding on Coco the showjumping horse and the knight and horse ready for jousting action. The range is also joined by Robin Hood, Maid Marian, The Big Bad Wolf and three little pigs, plus a Ballerina and retail from £11.99.
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SIMBA SMOBY TOYS UK
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Toy Fair will see the introduction of the newly formed Simba Smoby Toys UK, which is a subsidiary company of the German Simba Dickie Group. Investing in an 185 square metre stand at London Toy Fair is a strategic decision by the German parent company in order to underline its strong commitment to the UK market and the planned growth strategy within European markets. The new set-up will be distributing a wide and varied product range from its new UK-based warehouse, which will include key licences such as Toy Story, Cars and Hello Kitty but also strong generic own-brand products within the boys, girls, role-play and outdoor categories. One of the key lines for the summer will be Snapit which will be supported by TV advertising throughout May and June 2010, plus a marketing, PR and promotion campaign targeting ‘cool kids’ during the World Cup summer. Snapit is an active, throw and catch game and can be enjoyed in and outdoors, by young and old.
POCKETBOND After it went into administration in July 2009, Pocketbond acquired the assets of Toyway – including all the stock, other assets, moulds and all intellectual property rights with trademarks such as Toyway, Timpo, Jumbosaurs and more. Toyway is known for its wide range of dinosaurs, including the Natural History Museum licensed range, the Toyway Science range, a pocket money toys range and more. Pocketbond has been busy re-establishing supply lines with Far East suppliers and most gaps in stock have now been filled. New supplies of Academy Model kits and Road Signature die-cast have been available since September 2009. Pocketbond is an importer of a wide range of model and hobby products and the firm will be celebrating its 25th anniversary of trading in 2010.
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BIGJIGS
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Bigjigs offers a range of wooden toys to the educational and retail trade, which are suitable for children from three months to eight years-old. Bigjigs Rail features highly amongst the list of best-selling items. Designed in Britain and made to high ethical standards, the range of railside accessories is competitively-priced and fully compatible with other brands in the marketplace. The range offers retailers a complete line of train sets from 20piece to 130-piece boxed sets, play tables, track spares and track-side accessories. Point of sale display stands are also available for committed retailers. New accessories including additional bridges and further track extension packs will be launched at Toy Fair, in London. The acquisition, in May 2009, of Joy Toys of Malvern has added a new dimension to the Bigjigs product range. A classic dolls house – Rose Cottage – a Farm, a castle and a garage were well received in their new eye-catching packaging in the run up to Christmas. Further Joy Toys designed products will be added to the range and will be available in early 2010.
LE TOY VAN Red Racer is another addition to the extensive range of Budkins play-sets. The racing car set is also available in blue and each comes with a chequered flag and the new Budkin, Louis the Racing Driver (also available separately). Budkins, a bendy range of poseable wooden characters, are going to be joined by many new friends in 2010 along with a wooden farm animals set. Following a successful launch in 2009, the huge selection of over 80 characters is proving to be highly collectable and the ideal complement to Le Toy Van’s painted wooden play-sets. The range of characters includes everyday life, pirates, fairytale, knights, fantasy and historical amongst many others. Various merchandising options are available. Other new Budkins play-sets include a princess tower, police van, a convertible car, a majestic castle and a tractor and trailer set. The range is also fully supported by the new website at www.budkins.com. The Le Toy Van doll’s house range will see some new accessory sets; including a nursery set complete with a baby; a pet set, which comes with a dog and a cat; and a trendy dress-me-up doll complete with wardrobe and outfits. Honeybake continues to grow in popularity and sees the addition of an exquisite birthday cake, sumptuous ice creams and a tea set. Other new additions to the range include a shape sorting Noah’s Ark, new car sets and some redesigned castles.
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BLAST LAB. Copyright: September Films (a DCD Media company), Hamster’s Wheel Productions and Ingenious Broadcasting.
© 2010 AIRFIX. AIRFIX is a registered Trademark of Hornby Hobbies Ltd and is used by their kind permission. www.haynes.co.uk © Haynes Publishing 2010. All rights reserved.
© 2010 National Geographic Society. NATIONAL GEOGRAPHIC and Yellow Border Design are trademarks of the National Geographic Society. All rights reserved.
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LEARNING RESOURCES
There are 90 new additions to Learning Resources’ range of educational toys for 2010. The Design and Drill Power Tool Workshop is an addition to the Design and Drill Activity Centre and combines construction with creativity. Children can develop colourful patterns once they get to grips with the 100 regular bolts, 20 Fun Bolts, wrench and hand screwdriver. The kit also includes an electronic drill and screwdriver allowing two children to play at once. The new Smart Snacks Gingerbread House Sorter is a culinary variation on shape sorting, the house encourages
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children to match the six chunky shapes to their corresponding holes. Once children get all the right shape/hole combinations, the shapes can be emptied out of the gingerbread house door. With Laundry Jumble, children must help the animals to get dressed by matching the picture cards to the different articles of clothing inside the dryer. The game engages 3D gameplay whilst encouraging tactile exploration, fine motor skills and counting. Whoever collects the most cards wins, but watch out for the skunk’s undies, pick these up and you’ll miss a turn.
CORINTHIAN
Corinthian will be officially unveiling Ocean In My Pocket, the latest figure collection to join the popular In My Pocket family. A series of over 75 miniature sea-themed animals, from dolphins and whales to sharks and seals, will be launched as confectionery and blister packs. A Turtle Island Hut with an exclusive Mum and Babies family completes the spring line-up. A fifth series of Puppy In My Pocket is due to arrive at Easter. Following the success of the Pocketville Fashion School play-set launch last autumn, girls will have the opportunity to add more Fashion Puppies to their collections as all new blister packs will include outfits. Continuing the fashion theme, two new boutique play-sets are being introduced which come complete with
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one exclusive Puppy and six designer or High Street fashions and retail for £9.99 each. Jungle In My Pocket is also being refreshed for 2010 to include a selection of snow animals under a subbrand of Winter Friends. A highlight of the new range is the furry Mum and Babies pack collection, which includes a penguin, reindeer, polar bear and snow leopard families for £5.99 each. Pony fans will also see a new offering of collectables, as a second series of figures will be available from March. Other highlights in Corinthian’s portfolio to look out for include Ben 10 Alien Force Marbz, new Disney Princess figures in the Disney MicroWorld collection and MicroStars as everyone starts counting down to this summer’s World Cup.
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ON SHELVES IMC Toys UK LTD 2 Bramleys Barn, The Menagerie, Escrick YO19 6ET, York (United Kingdom) T. +44 1904 720 908, F. +44 1904 720 907
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LITTLE STAR CREATIONS
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Little Star Creations will be exhibiting for the first time at Toy Fair 2010. The firm will have a new range of products on show, including licensed character headphones designed specifically for young children. Since its launch less than a year ago, key licences including Peppa Pig, Groovy Chick, Dora the Explorer, Little Princess, Mr Men, and most recently, Ben 10 have been signed up. Other products in the new range include children’s magnetic height charts, complete with soft eye foam, magnetic pieces and a sticker sheet to record dates and use as growth markers. Licences signed for the height charts include CBeebies’ Big and Small, Nick Jr’s Dora the Explorer, Little Princess, Peppa Pig and more. The firm will also be launching a new range of Waybuloo creativity packs at Toy Fair this year and will be showcasing a brand new floor display unit for the launch. The newly launched Waybuloo creativity packs will include stickers and other cut out and pop-out activities designed to appeal to the show’s many preschool fans.
RAINBOW DESIGNS
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The My First Paddington range from Rainbow Designs has a number of new additions for 2010. The 123...abc...fun to learn with Paddington wooden toys make their debut at this year’s Toy Fair and include Picture Blocks, Word Activity, Peg Puzzle and Dominoes. Every toy is brightly coloured, features illustrations of Paddington Bear and is presented in eye-catching packaging. Retailers can create the complete My First Paddington story within their stores with the soft and cuddly character toys in addition to the Stacking Blocks and a range of Paddington Bear Activity Books. Visitors to Toy Fair will also be able to see the new creative and colourful Very Hungry Caterpillar wooden toy arrivals and the new Once Upon A Time Beatrix Potter nursery toy collection,ßß in addition to new products in the Miffy Little Star range.
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WILD AND WOLF
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Wild and Wolf is well known in the gift industry, and the firm’s managing director Jon Cameron believes it’s time to show its ranges to the toy industry. He says: “We are increasingly carrying lines that have terrific appeal to children that also offer unique opportunities to toy retailers. “The retailers who have traded with us through the gift shows are doing so well with our lines, it makes sense for us to be there. “Children love the licences we work with including Charlie and Lola and the year’s big hit The Gruffalo.” Products in The Gruffalo range include snap cards, indoor croquet, colouring pencils and lunch boxes. Also the company’s latest retro range of traditional toys, Ridley’s House of Novelties, has a retro appeal, which stands out alongside more modern toy lines. The range includes a harmonica, yo-yo, magic tricks and table tennis. Traditional packaging and competitive pricing have contributed to its success since launch last Christmas and has led to more lines being planned for 2010. Another brand in the company’s collection is the Ladybird Archive Collection. The Ladybird range of children’s activity kits will evoke memories amongst adults, yet inspire children with its range of crafts and activities. The kits feature classic imagery from the Ladybird archive.
SPLASHWORKZ Splashworkz is a children’s construction toy for bath time. A combination of hands-on fun and water, the Splashworkz basic kit comprises a selection of brightly coloured plastic pipes attached to a hand pump, which pushes water through to accessories such as spray roses and waterwheels. Suckers attach the pipes to the side of the bath and the product is sold in a mesh bag, which can be stuck onto a tiled splashback for convenient storage. While initially designed as a bath toy, Splashworkz can also be used as an educational tool in a preschool water tray. This broad-ranging appeal expands the company’s market share exponentially and the product is infinitely adaptable as the range of accessories grows. Splashworkz is a new company and will be launching its initial range of pipes and pumps at Toy Fair. The idea for Splashworkz came from a Cornish holiday where the founder’s hosts had laid on a collection of old down pipes and plastic guttering for their own children to play with in a stream. The toys are suitable for ages three and over.
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REBEL TOYS
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Rebel Toys will be showing a host of new Maisto die-cast and radio control ranges at Toy Fair. The Maisto-TECH brand of radio control has three major new product releases for Toy Fair. The Monster Drift is a 1:24 scale R/C car fitted with hard PVC tyres, which allows the car to drift around corners and bends. Also new is the Blade Rover buggy with helicopter combination, and lastly the eagerly awaited R/C motorcycle collection, which includes a Ducati 1098s and Harley Davidson. The Off-Road collection will be extended to include a Land Rover Defender, Dune Blaster and Rock Crawler in 1:16 scale. Plus an Audi R8 V10 will be available in both 1:10 and 1:24 R/C scales. The die-cast collections also have many new subjects for 2010. The traditional 1:18 and 1:24 model car collections will see the introduction of the Merc-Benz SL65 AMG Convertible, Lamborghini Gallardo LP560-4, Datsun 240Z 1970, Nissan 370Z and a Ford Model A 1929. The 1:24 die-cast model kits collections also have a host of new subject releases including the Lamborghini Gallardo LP560-4 and Mercedes-Benz CL63 AMG.
PLENTYPLAY Plentyplay is a unique construction system, which aims to provide learning through play. The foundation of 3L PlentyPlay is based on supporting meaningful play through unlimited playing possibilities, development of motor and creative skills and the opportunity for children to create and realise.
H49 All products conform to current toy safety standards, and in every possible way patent, design and trademark protections are in force. The building blocks are moulded in ABS plastic that gives strength and ensures durability for many years of play. All other construction elements including the connectors, rotation
connectors, buttons and tongs, are moulded in polycarbonate (PC) which is very tough and almost unbreakable. PlentyPlay is manufactured in Denmark and produced by 3L PlentyPlay which is a member of and owned by 3L-Ludvigsen, a group which was established in 1969 and consists of several companies.
The products are split into three main categories including Construction, which features Urban Troop and Buildbox Decostyle, comprised of Farm and Safari and Education, which incorporates Build black and white, Build red and blue, Build XL and Challenge.
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KRIYA
Exhibiting for the first time at the Toy Fair, Kriya will be displaying all of its three ranges: Ford and Volvo officially licensed plastic model cars, Mighty World and Recycled Plastic toys range.
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Following on from the Recycled Plastic range, Kriya will launch new items at Toy Fair. The firm will also be carrying value items which it hopes will meet buyers’ margin expectations.
DICE MAESTRO
Following the success of Jurassic Wars, the dinosaur combat game released in the second half of 2009, Dice Maestro has announced the first expansion pack. Jurassic Wars – Raptor Attack features a new deck of dinosaurs focusing on the possible pack hunting of raptors. The expansion pack requires the base game but has a different play mechanism, more dinocards and new combat cards. Jurassic Wars combines an easy-tolearn and extensible game system with the perennial appeal of dinosaurs. Antony Brown, director of Dice Maestro, comments: “Jurassic Wars is more than just a game, it’s more like a game system. We believe the game has
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the potential to become a strong brand in the toy and game market.” The computer-generated images used in Jurassic Wars have attracted much attention due to their realism. The raptors, for example, are shown covered in downy feathers. Mike Walley of specialist website www.everythingdinosaur.com, comments: “These illustrations reflect current scientific thinking that many smaller, active dinosaurs were warm-blooded and covered with insulating feathers.” Jurassic Wars, which won Game Of The Year in the recent Toy Talk awards, is being previewed at the show and is scheduled for release later this year.
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WIND DESIGNS
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Wind Designs supplies a wide range of juggling equipment, children’s and sports kites, unicycles and yo-yos, along with wind and flying toys to encourage creative play. The firm has acquired sole distribution rights for many of the top selling active toys on the market, namely Funtrix Juggling sets and Zing Air flying toys. The latest range of products from Zing Air includes the Zartz soft flying dart set, the Helirang indoor helicopter boomerang and the Zyclone blaster. From Funtrix there is a new Juggling set and new Yo-yo set both including DVDs with loads of tricks. Also available from some of the key licences for 2010 is a range of Ben 10 Alien Force and Toy Story flying toys, which are sure to be in demand with Toy Story 3 hitting the big screen in the summer. Wind Designs supplies a wide range of yo-yos. The brand’s new models for 2010 include Yo2, Power Yo and Henry’s. Meanwhile, children’s and sports kites continue to prove popular and Wind Designs offers a wide range from small low budget key ring size, to larger sports kites with a two metre wing span.
EDUGAMES
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Brit Quiz is a new educational quiz game, which has been developed specifically for the UK market. Brit Quiz is an educational family game designed for ages eight and over and from two to many players. Presented in a white box emblazoned with the Union Jack, the game consists of 400 cards with four questions and answers on each, aimed at four different age/ability levels. The questions are all educational, not trivia, and have been thoroughly examined and tested by a group of professional researchers. The first question on each card is aimed at an eight year-old getting about 50 per cent correct, the second question is aimed at 12 year-olds, the third question is an easier adult question, and the fourth question is a more difficult adult question. Each of the questions also has interesting information included. Brit Quiz is based on the Kiwi Quiz game developed for New Zealand in 2006. The first batch of games has been printed and is now ready for distribution. Brit Quiz is available directly to retail stores, as well as to catalogue companies, distributors, retail chains, schools and other outlets.
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EUROTECH
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EuroTech Distribution has launched a new range of Disney licensed PC peripherals into the UK. The products feature a variety of characters, including Mickey Mouse and Winnie the Pooh, plus Hannah Montana and High School Musical. Each range typically includes a mouse, mouse mat, headphones, PC speakers, webcam, keyboard, laptop skin and laptop sleeve. The products have been designed to reflect each character, and the world they inhabit, resulting in a range of colourful and appealing accessories for the PC. Simon Leech, EuroTech’s managing director, says: “After their success in Europe we’re delighted to bring the Disney range of computer accessories to the UK. The Disney characters are instantly recognisable and loved by children and adults. “The growing popularity of social networking, internet and gaming mean that children of all ages have access to computers everyday and these peripherals are a great way to brighten up that space. The products are affordable, simple to use and make ideal gifts for anyone who has a PC.”
FARAWAY MAGIC Faraway Magic is the distributor of magical products for children and those young at heart. Bath Sprudels are small balls that fizz in water, releasing a fragrance as they colour the water. Hidden inside the Sprudel is a Bath Bean. Magical Bath Beans dissolve in warm water to reveal a range of sponge characters. Magic Socks and Magic Towels are both compressed into small packages. When placed in water the Magic Socks grow into a pair of fluffy one-size-fits-all socks, while the Magic Towels expand into a 100 per cent cotton, full-sized face cloth. All products in the range are ideal as gifts, for party bags and as stocking fillers.
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JOHN CRANE
The emergency services are the theme for the new John Crane collections, as Pintoy introduces a Police Series and all-new Fire Series. Launching in 2010, the Police Series includes a Police Station, a host of officers and a Police Car. The Police Headquarters, in blue and black, has a large front window offering views of the information desk and waiting area, whilst to the right there is a jail with bars on the windows and a large sliding door to keep criminals at bay. A locker room with lockers, coats, safety gear and certificates is designed into the walls of the station.
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The wooden Police Car will facilitate a fast game of cops ‘n’ robbers, with the team of four Police Officers on hand to catch the baddies. The Sergeant looks the part in a crisp white shirt, whilst his officers sport the standard blue garb, with one wearing a bullet proof vest. Alternatively there is a new Fire Series. The original Pintoy Fire Series has long been a favourite, so 2010 sees a new fire collection. The range offers the Fire Headquarters, a red Fire Engine and three Fire Fighters which are equipped with the accessories to help in any emergency.
SEAGER GAMES
SG Games (Seager Games) is a producer and distributor of board and table games. The firm is introducing a new concept in modern number and word games called Fiendish Numbers and Fiendish Letters. The fast moving games are educational, competitive and compact. The games offer players of all ages and ability a wide variety of levels and have been thoroughly tested by children,
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teenagers and adults from 20 years-old and over, including three members of Mensa with IQs of 142, 147 and 155. The games are produced in Great Britain and offer value-for-money to customers and healthy profit margins to retailers. The trade price discount starts at 40 per cent, even on the most modest orders, and all orders above £150 are carriage paid.
May Show 18th - 20th May 2010 Toymaster would like to invite all Independent Toy and Model Retailers, both in the UK and Ireland, to attend the 2010 May Show. Over 100 suppliers will be in attendance at the Majestic Hotel, Harrogate, on the 18th - 20th May and we hope you are able to join us in making the most of the opportunitties offered. For more details or to register, please 4 (0)1604 674477 contact Jo Skelton on +44 or email jo.skelton@toymaster.co.uk
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2010 looks like it is going to be an exciting year for Maps Toys. Yummy Dough – the Edible Play Dough came in as an outsider to make it into several retailers’ top ten toys for Christmas. The product’s profile is set to be further raised by the launch this year of the new Yummy Dough ideas book featuring broadcaster and celebrity ‘Yummy Mummy’ – Zoe Ball. New launches from Maps Toys will include a new range of high quality, well priced wooden toys
and games. The firm will also be announcing a partnership with Benjamin Toys whereby they will take over distribution of their classic science and new action toy range for the UK and Ireland. Will Sharman, head of sales at Maps Toys commented: “We had a great 2009 – but with an ever increasing range of new products we see ourselves moving up a league in 2010.” Sharman continued: “MagicFish, Yummy Dough, Squashblox, Toobeez, Build-it with
Bob, E-Z Fort, Sandbox – all are different, new and fun for play and learning and all have put Maps Toys on the map as a successful new toy company. “We are really looking forward to working with our new and existing customers to make 2010 profitable and fun for all of us” For further details on all products from Maps Toys please visit: www.mapstoys.com email: will@mapsww.com or call sales on: 01483 776006
THUMBS UP SUPPLIER/MANUFACTURER
0845 466 8880 Thumbs Up (UK) is expanding its extensive product portfolio with even more lines and continues to develop and distribute the latest innovative toys, gadgets and gifts. A major new development is that the firm has become the exclusive UK distributor for a range of products from novelty company 50Fifty Concepts. One of the classic 50Fifty products that Thumbs Up will
now be distributing which most people will recognise is the game Butthead. Players wear Velcro caps and try to catch balls on each others’ heads. In addition, 50Fifty’s hugely popular ‘Granny’ novelty range is expanded with the Flying Granny and Granny Football, as well as a whole host of other novelties and quirky gifts that’ll bring a smile to anyone’s face and ranges from essential items
conjunction with Ideas Man, Shed Simove. with a twist to the hilariously useless. The addition of the 50Fifty range cements Thumbs Up’s dominant position in the men’s gift and novelty sector. Thumbs Up also continues to expand its own in-house designed toy lines including additions to its radio controlled offerings. The first of these is the Micro-Bladez3D Adventure,
a budget priced two-channel RC helicopter that’s perfect for young learner RC pilots. Thumbs Up also takes to the water with the Aqua-Bladez3d, a massively powerful RC speedboat that can do 25mph. Also watch this space for more on the ‘Hellebrities’, a forthcoming new range of characters developed in
If you’d like to know more about Thumbs Up, there’s plenty of news and information on its website which can be found at www.thumbsupuk.com. For more specific enquires, contact sales@thumbupuk.com or call 0845 466 8880.
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TOY TALK
TOY TALK
New moves at Vivid and Wow Stuff; an industry stalwart retires and news that satire could yet be profitable...
NO LES, NO MORE
TERROR GAME APPLAUDED
Founder of Agenta Marketing, Les Vargerson, has retired. Les retains his shares in the company and Agenta will continue
It seems the toy trade might need to have a rethink. Having originally been vilified at launch, satirical board game War On Terror is gaining approval among intellectuals and media commentators. Individuals and publications alike have identified War on Terror - the first release from independent TerrorBull Games – as uniquely important to the present era. Dr Nick Megoran, lecturer in geopolitics at Newcastle University, said the game a “cleverly crafted satire” and uses it regularly “to provoke students to think critically about one of the most important issues of our time”. Recently, the second largest daily newspaper in Spain, El Mundo, claimed that War on Terror is “perhaps the best board game in the world and maybe of all time”. Blimey. And there’s more. Historian Benjamin Woolley, speaking in the second programme of the threepart BBC documentary series Games Britannia, hailed it as the culmination of over 2000 years of gaming history. Started in 2005 the company was immediately vilified by the tabloid
to be led by Steve Vargerson, managing director, who said: "Everyone at Agenta wishes Les a long and happy retirement."
GARY SADLER Former Toyworld director Gary Sadler has passed away, aged 59, after a long fight against cancer. Gary joined his father Sydney and brother Stuart in their small wholesale toy and fancy goods business in 1965. In 1973 Stuart and Gary, realising there was no future in wholesaling, decided to branch out into retail. They bought a business from one of their customers Brown's Toy shop. It proved to be a good decision and they grew the business to over 30 stores. Gary worked hard and played hard and aside from running their own business found time to be involved with the marketing of
FEBRUARY 2010
press for making a “sick” and “proterrorist” game, making it difficult to find businesses willing to work with them and even attracted several death threats. The toy industry also didn't want to know, banning TerrorBull Games from several major international toy fairs and events. But now? The game has accumulated a loyal fan base around the world and it has a second success on their hands: Crunch – the game for utter bankers, a satire on the current financial crisis. Co-inventor, Andrew Sheerin commented: “I think people gradually got used to the idea that you can use games like any other medium to engage, ask questions, provoke thought and discussion. Even about very difficult subjects. Why not?” So, make money out of terrorism. The Yanks did.
FEAST OF FOOTBALL LOOMS
Toymaster and the TRA. He is survived by wife Karen, daughter Katie and son Charles.
A quick reminder that this year’s ToyNews Fives football tournament will take place on July 9th (two days before the World Cup Final) at the Powerleague in Barnet. Last year’s inaugural tournament was won by Turner Broadcasting and raised £1,600 for the Toy Trust. The 2010 event should be bigger and it is hoped that there will be more fundraising opportunities incorporated into the format. Anyone interested in taking part should contact Ronnie.dungan@intentmedia.co.uk for more details.
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GELLI BAFF DONATES The In Thing is donating proceeds from sales of its Gelli Baff product to charity The deal is that for each box sold, 50p will go to the relevant charity, either Meningitis Trust or Children with Leukaemia. The firm is working with product manufacturer Gelicity which is donating half of the 50p from each sale.
Steve Washbourne, National Account Controller, Jumbo Games
VIVID PEOPLE MOVE UP Vivid’s Tanya Ryan (pictured) has been promoted to international sales manager for Crayola EMEA, reporting to Eric David, managing director of Vivid Europe. Ryan joined Vivid from Golden Bear in 2009. Also promoted is Mark Whittaker who assumes the role of international marketing co-ordinator for Vivid Group, having joined the firm as an MBA graduate in 2008. Whittaker will report to Jonathan Busher, senior vice–president of International. Nick Austin, chairman, commented: “Vivid’s international sales growth over the past two years has been spectacular. “Adding Tanya and Mark to the team significantly strengthens our international sales and marketing team and hopefully will enable us to continue to maintain double-digit growth on our non-UK sales in the coming years.”
PAPO ARRIVES Papo is now selling products in the UK and Ireland through newly formulated company, Papo UK. The new firm will be taking over from Le Toy Van, which represented Papo over recent years, selling its range of hand painted figurines. The firm has appointed Philip Morris to Papo UK as country manager for both the UK and Ireland. Morris will be responsible for the sales and marketing of the Papo range, along with a newly formed sales team.
My Favourite Things
RYAN: New role at Vivid
WOW RECRUITS Daniel Isaacson has joined Wow Stuff from Thumbs Up as national account manager along with John Briggs who is from Vivid Imaginations.
FEBRUARY 2010
Album: Songs in the Key of Life, Stevie Wonder ----------------------------------------------------------------Film: Pulp Fiction ---------------------------------------------------------------Book: Angels & Demons, Dan Brown ---------------------------------------------------------------TV programme: Life on Mars/Match of the Day -----------------------------------------------------------------------------Magazine: FHM ------------------------------------------------Holiday destination: French Alps -------------------------------------------------Pet: Weimeraners -------------------------------------------------Number one single when you were born: Summer Holiday, Cliff Richard & The Shadows ----------------------------------------------------------Heroes: Dr Dre/Lance Armstrong. Pure genius and genuine legends -----------------------------------------------------------------------------Way to spend a weekend: Quality family time fused with beer and fine food. Swim/run/cycle and plenty of football -----------------------------------------------------------------------------Game/toy: Target Land circa 1970/72 -----------------------------------------------Tipple: Guinness -----------------------------Food: Sunday roast ------------------------------Piece of advice: Do unto others as you would have them do unto you ------------------------------------------------------------------------------
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FEATURE PLANNER
MARCH Outdoor toys ● Science and educational Outdoor toys is one of the biggest sectors in the industry and crucial for annual growth. We take a look at what is planned for summer 2010.
We also find out what new products are on offer to supplement children’s education and develop their skills through play…
Editorial deadline: Call for details Advertising deadline: February 5th
APRIL Boys’ market special
Games and puzzles
We highlight which new products will dominate in the all-important boys sector…
Editorial deadline: February 5th
Track and trains
Our first run-down of the year for the latest news and products in the games and puzzles market…
Still a favourite with collectors and hobbyists, we look at what’s new in trains…
Advertising deadline: March 12th
FORTHCOMING EVENTS
TOYNEWS FIVES July 9th 2010 Powerleague, Barnet www.topcorner.co.uk
TOY FAIR 2010 January 26th-28th Grand Hall, Olympia www.toyfair.co.uk
SPIELWARENMESSE INTERNATIONAL TOY FAIR February 4th-9th 2010 Nuremberg Messe, Germany www.spielwarenmesse.de
SPRING FAIR February 7th-11th 2010 NEC, Birmingham www.springfair.com
AMERICAN INT. TOY FAIR February 14th-17th 2010 Javits Convention Centre, New York www.toyassociation.org
TOYMASTER MAY SHOW May 18th-20th 2010 Barcelo Majestic, Harrogate www.toymaster.co.uk
BRAND LICENSING EUROPE September 29th-30th 2010 Grand Hall, Olympia www.brandlicensingeurope.com
Got any events you would like to see added to the calendar? Email ronnie.dungan@intentmedia.co.uk
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FEBRUARY 2010
ToyNews is published 12 times a year by Intent Media ~ Saxon House, 6a St. Andrew Street, Hertford, Hertfordshire SG14 1JA Fax: +44 (0)1992 535648 © Intent Media 2010 No part of this publication may be reproduced in any form or by any means without prior permission of the copyright owners. ISSN: 1740-3308
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