The toy industry’s highest circulation trade title Exclusive media partner
SPRING FAIR 2010 Your guide to who’s in Hall 5 at the Birmingham NEC
WILD ABOUT HARRY WBCP UK tells us what’s still to come from Harry Potter
PLANNING FOR TOY FAIR Full exhibitor list and floor plan for the Olympia event
LEGO ATLANTIS We find out the full marketing plans for the new theme
Contents REGULARS 4
Exclusive NPD analysis
TV ad spend data
Campaign of the month
Ronnie Dungan Managing Editor Ronnie.Dungan@intentmedia.co.uk
Samantha Loveday Associate Editor Samantha.firstname.lastname@example.org
Katie Roberts Deputy Editor Katie.Roberts@intentmedia.co.uk
Adrian Miles Advertising Manager Adrian.Miles@intentmedia.co.uk
The Harry Potter phenomenon
Dan Bennett Design Dan.Bennett@intentmedia.co.uk
Your guide to Spring Fair 2010
Planning for Toy Fair
Jon Salisbury Contributor email@example.com
Stuart Dinsey Publisher Stuart.Dinsey@intentmedia.co.uk
Editorial: 01992 535646 Advertising: 01992 535647
Average Net Circulation: 6,011 July 1st 2008 to June 30th 2009. www.toynews-online.biz
Intent Media is a member of the Periodical Publishers Associations
■ ToyNews has 100% named circulation and 0% duplication.
COMMENT GOOD VIBRATIONS
THE START OF a new decade for us all and the start of a new century for ToyNews, this being issue number 101. With all the changes going on in the market and the retrenchment of many suppliers who put on the tin hats while the recession worsened, the toy market, like plenty of other sectors, seemed to end the decade not with a bang but a whimper. But, unlike in so many other sectors, there is a strong underlying feeling of positivity in the trade. It was evident at the busiest ever Brand Licensing Europe back in October and again at Dream Toys, which garnered the industry a huge amount of air time and column inches. Christmas, for the first time for a while, saw the industry with a genuine tabloid toy feeding frenzy
Toys are still capable of capturing the public imagination for the right reasons, of course. on its hands as desperate parents duked it out to get their mitts on whatever stocks of Go Go Hamsters they could find. Toys are still capable of capturing the public imagination for the right reasons, of course. Fingers crossed that this ‘feelgood factor’, or perhaps ‘feargood factor’ might be more accurate, given market conditions, will carry over into 2010 and a new, more central, venue for the London Toy Fair will see the UK trade set about the new decade with renewed vigour and determination. Ronnie Dungan firstname.lastname@example.org
www.toynews-online.biz 30,000 readers every month! The only place to put your products and jobs online Contact Rob Baker Telephone: 01992 535 647 Email: email@example.com
New look for ToyNews site The essential trade online resource reaches another traffic high with 33,172 uniques, as new-look website launches by Ronnie Dungan TOYNEWS HAS overhauled its web presence with a new-look site with improved functionality, while traffic has hit a new high. The sleek upgrade reinforces the site’s position as the leading news source for the toy industry, offering breaking stories, in-depth features and industry comment. Importantly, the URL has also changed to www.toynews-online.biz, so make sure you update your bookmarks (but don’t worry – all links from the old site will be redirected accordingly).
We are encouraged by the incredible reception we have had to the latest revamp. Our new website also brings with it a number of new features, including a customisable news feed page. We’re on Twitter too. News content is now grouped into categories specific for major industry
segments, products, channels or events, so readers can find news relevant to their interest. Toynews-online.biz also includes a working directory of companies and organisations from within the industry and digital downloads of all previous print editions. Are you looking for a new job? Or are you a recruiter with a vacancy to fill? The ToyNews vacancy board will cater for all your needs. We all know the toys industry revolves around its events – too
many to keep track of? Not any more – check out our fully comprehensive events calendar. The website also boasts a new and improved look for its email alerts, which keep its reader abreast of all the latest industry news. They’re available as either as a Daily Digest, which includes a summary of the day’s news, or a Newsflash for breaking news. Meanwhile, the online readership has hit a new record – bursting past 33,000 unique readers.
Independent audit data from Google Analytics, which is infamously strict with its traffic measurement, shows that ToyNews Online has hit record figures across uniques and page views. Unique visitors in November totalled 33,172, whilst total page views were a whopping 77,863. “ToyNews Online is committed to providing original content every day, with genuine editorial value. This focus on quality, twinned with our commitment to SEO investment and international growth is paying dividends with ever-growing traffic,” commented ToyNews publisher and Intent Media boss Stuart Dinsey. “We expect our monthly average readership to fall back a little during the disrupted month of December but are also encouraged by the incredible reception we have had to the latest site revamp. “As promised, we continue to invest in ToyNews Online, setting the standard by which others are judged. We have more content, more advertiser options, better SEO and dramatic traffic growth. The Google stats are very satisfying, but we will endeavour to push on from here.” www.toynews-online.biz
NIKKO CHOOSES PETERKIN AS UK DISTRIBUTOR R/C SPECIALIST Nikko has appointed Peterkin as its exclusive UK and Ireland distributor. The firm will stock a comprehensive range of Nikko Radio Control products, including new products for 2010 - J-Kart, the flying Go Kart; Voice Heli, a voice controlled helicopter; Sharquad, an amphibious quad bike, and the Gyro Hawk helicopter. Retail price points will range from £10 to around £120. Nigel Seary, managing director of Peterkin,
commented: “It is very exciting to be working with Nikko who have such an outstanding reputation for quality and innovation in the R/C market. Everyone at Peterkin is looking forward to getting this fantastic range back on to the shelves.” Peterkin will be working closely with Elian Leemans, who will be responsible for all FOB sales from Nikko’s European head office. Peterkin: 0116 254 3645
Marketing boost pays off for Drumond Park
Character gains ground in pre-school
Biggest ever UK ad spend sees games specialist backing big launches through ‘crunch’ by Ronnie Dungan BULLISH DRUMOND Park says a bigger commitment to marketing was key to the success of its 2009 ranges. While many firms hedged their bets with marketing spend, Drumond Park splashed out with its biggest ever commitment on TV advertising and PR right across its brand roster. “Our bold strategy created a huge and very welcome impetus for our trade customers,” said co-founder and marketing director Claire McCool. “All our major children’s, family and adult brands benefited from their own multi-station TV campaigns, including several which we ran during the Easter holidays and many from August onwards. The TV campaigns were strongly supported as always by individual hard hitting PR, promotional and sampling programmes, each one designed to speak to the particular product’s target markets.”
We haven’t let the recession stand in the way of a powerful publicity formula. New ads were produced for three 2009 launches – the Logo game of brand recognition, Pig Goes Pop and Rubik’s 360.
“We constantly support our retailers with high-impact marketing campaigns designed to create positive awareness of our offering and highlight our on-shelf presence” said McCool. “And we haven’t let the recession stand in the way of a powerful publicity formula. “Last year we also sponsored Easter Tea-Time on Nickelodeon, Nick Replay and Nicktoons, and an online advertising Logo campaign was put in place a month before Christmas.” Logo’s pre-Christmas TV campaign starred the Dulux dog, the penguin from Penguin Books, Fred from Home Pride and the Smash ads alien. “It’s so important that our messages attract attention the moment they appear on-screen – and that the commercials are watched, remembered, talked about and acted upon,” she added. Drumond Park: 01506 855577
New Balls for Ravensburger RAVENSBURGER SAYS its 2010 Puzzleball line-up is its best and most complete iteration of the range yet, featuring a number of new licences and variations. This year the range is strengthened by several new licensed properties, which include Toy Story, Disney’s Club High School Musical, Bakugan, Ben 10 Alien Force, Hello Kitty and Manchester United. Tim Hall, managing director of Ravensburger, commented: “We saw a dramatic uplift in the sell out of our Puzzleball range when our adult TV campaign began in November 2009.” He continued: “Most retailers reported a significant sales increase compared to the same period last year. Ravensburger see Puzzleball as a long-term brand that will continue to build in 2010 and beyond, through
heavy marketing support and careful range development.” The Pokémon, Hello Kitty and Bakugan 60-piece Puzzleball is 7cm in diameter when complete and there are four designs to choose from. Also
available is a Manchester United and Ben 10 Alien Force 60-piece Puzzleball. The Hello Kitty Heart-shaped 60piece Puzzleball is assembled as two halves featuring a different picture on either side, the two hearts click together to complete the final shape. For children aged six there are new additions to the 96-piece range including Club High School Musical, Hello Kitty, Toy Story and Bakugan. Once complete these puzzles measure 12cm in diameter and come complete with their own display stands. The 240-piece range sees the addition of a Manchester United Puzzleball to the line-up. The World remains a favourite in the 540-piece range. The line-up now includes the new Gothic: Dusky Dream World. Ravensburger: 01869 363 800
by Ronnie Dungan THE ADDITION of Fireman Sam makes Character a serious player in the pre-school market says marketing director, Jerry Healy. The Hit property joins evergreen Postman Pat, which has undergone a resurgence with the launch of Postman Pat Special Delivery Service and Peppa Pig, which is the number two licensed pre-school property according to NPD. Accounting for 13 per cent of the total toy market, pre-school is the key battleground for many firms, annually offering nearly £350m worth of sales. “Pre-school is a hugely important sector for us,” said Healy, “and we now have three strong licences going forward with Postman Pat, Peppa Pig and most recently Fireman Sam. “We are now an important source of licensed pre-school product. We’ve had a great year with Postman Pat and Peppa Pig continues to do brilliantly for us. We’re expecting big things from Fireman Sam too.” Character: 0161 633 9800
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BOOKMARK US TODAY JANUARY 2010
INDUSTRY MOVES Hobbycraft appoints non executive director, Hit fills newly created COO role and a new brand manager joins Topps... FROM LEFT: Roger Best, Sangeeta Desai, Angela Douglas
Roger Best has been appointed nonexecutive director at Hobbycraft to help develop brand strategy and support the executive directors in maintaining the company’s high growth success. Best, joins with a lengthy experience in consumer brands. His most recent roles have been European general manager for Reebok; executive chairman of JD Sports Fashion and CEO of Radley. In May last year, Best embarked on a pluralist career and since then, has taken on an NED role at Silver Cross nursery brand, in addition to his Hobbycraft appointment. Best commented: “Hobbycraft and Silver Cross are both private companies with entrepreneurial flair, strong leadership, a fun culture and great growth opportunities. It is invigorating to work with such motivated and talented teams.” Mark Kilisek has left TV Loonland after three and a half years with the company. Kilisek said: “I have enjoyed my time at TV Loonland very much and I appreciate
having had the opportunity to work with you all. I am looking forward to a new challenge and to starting a new phase of my career.” Hit Entertainment has appointed former Apax Partners’ principal, Sangeeta Desai to the newly created role of chief operating officer. Based in London and reporting directly to CEO Jeff Dunn, Desai will be responsible for the day to day operations of the company. She will oversee the business development, global brand management, consumer products, live events, marketing, communications and creative resources teams around the world. Since Dunn’s arrival as CEO in March 2008, Desai has been working closely with Hit, acting as an advisor and helping to develop the company’s strategic plans. “Sangeeta has a keen understanding of the Hit business and I am delighted that she has chosen to join us full time,” Dunn commented on the appointment. Saphia Maxamed has joined Topps as the brand manager for
entertainment. Susanne Graham has now left the company and Maxamed will be handling all the PR and trade advertising for the entertainment collections – Merlin, WWE, Ben 10 and Club Penguin, among others. As part of continued growth at the company, Angela Douglas has joined John Crane. She joins the existing team as a sales rep and will work solely on the company’s latest addition to its portfolio, The Toy Workshop Collection. Douglas will be the point of contact for advice on or placing orders for the personalised letters. She is an experienced telesales executive and was previously selfemployed offering bespoke telemarketing campaigns for a variety of clients. Jonathan Thorpe, MD, said: “We see Angela’s appointment as key in supporting The Toy Workshop, plus the appointment also forms part of our continued growth plans for now and throughout 2010. “Angela was the perfect choice for our sales team as she has such great
experience and a superb telephone manner that retailers really warm to.” Hasbro Ireland has confirmed it will be making 22 redundancies from its core workforce of almost 250 at the Waterford plant. Pat Gilhooly, head of global manufacturing at Hasbro Ireland, said: “We regret having to seek these job losses given the current economic climate in Ireland, but it is absolutely necessary that we reduce our costs now in order to protect as many as possible of the remaining jobs at the Waterford plant.” The firm is hoping to implement the redundancies on a voluntary basis. A competitive redundancy package will be on offer for the employees who fit the firm’s selection criteria. If you are expanding with new recruits, re-staffing a key position or promoting or reorganising internally let us know about it. SEND YOUR RECRUITMENT NEWS TO: firstname.lastname@example.org or call 01992 535646
d3'$4*2!(&&$23-$6/1$ 2"'..+/1./$138r source: NPD Eurotoys YTD Oct 2009
Top rated show on CBeebies, huge merchandise launch, phenomenal parental endorsement online o-DĂ?DOHRNCDRQNKKHMFNTSNM"!DDAHDRSGQNTFG o-DĂ?OQNCTBSKHMDRENQAĂ‘BJDCAWLĂ‘INQLĂ‘QJDSHMF and promotional campaigns o7MDĂ?DOHRNCDRHMOQNCTBSHNMENQ
Rob Goodchild (UK licensing) email@example.com Tel. +44 (0)117 984 8485
Helen Neno (International & Publishing) firstname.lastname@example.org Tel. +44 (0)117 984 8485
Retail Sales Trends
Best October sales for seven years boost toy market ACCORDING TO the British Retailer Association, October 2009 saw the best October sales for seven years with total UK retail value sales rising 3.8 per cent on a likefor-like basis. Within the toy market, sales increased verses September as the final quarter High Street sales kicked in, driven by large price discounts in a number of the major grocers. The increased consumer confidence and spend has boosted the average selling price of toys from £5.45 in September to £7.78 in October as the higher price point toys start to sell in larger quantities. Toys priced £20+ now account for over 28 per cent of the total value of the market and continue to grow. Building Sets continues to be a strong performing category with the added attraction of strong play value, with 19 per cent value growth for October 2009 vs 2008. Junior building sets is driving this, with Mega Brands Maxi & Mini Mega Bloks both showing double digit growth for the month and the Lego Duplo range continued to increase sales. However, the number one item is Cars Mack and McQueen from Mega. Within the Vehicles category, Hot Wheels still dominates with 24 per cent of sales in October. However, Cars is still the number two property despite no film release this year. With the announcement of Cars Toons on the Disney channel in 2010 and a second film release in
Sales (value, year to date)
This year, collectability has been a key element of growth for toys, driving whole ranges. Flair, which has collectable ranges for both boys and girls with Gormiti and Sylvanian Families, has put in a strong performance. GoGo’s Crazy Bones continues to be a strong seller by unit, and even the top selling Ben 10 Alien Force 10cm
October 2009 1. BEN 10 2. STAR WARS 3. PEPPA PIG 4. TRANSFORMERS 5. THOMAS AND FRIENDS
Best Property Progression October 2009
October 2009 saw the best sales for the month for seven years. Total UK retail value sales rose 3.8 per cent on a like for like basis. The average selling price of toys has also risen from £5.45 in September to £7.78 in October. for the total market and the number three property for Plush for the month, with both the Waybuloo Small Plush Assortment and Waybuloo De Li Plush Talking items in the top ten best selling plush items for the month. FisherPrice range, Little People, also moved up the rankings with the Little People Racing Ramps and Fairyland Treehouse driving sales.
figures have a wide number of models to purchase. Playmobil ranges are one of the best sellers in Pre-school, too. These strong lines allow for children to spend their pocket money on additional items, with higher priced toys available for birthdays and Christmas. Hopefully, the toy market will have collected the benefits of these ranges over the Christmas period.
UK Toy Sales
2011, this looks set to be one to watch in the next two years. Flair’s GX Racers, one of the Dream Toys selection, has also made an impact in the category, with the Stunt Assortment making number 15 top selling item for the month. A number of properties have gained momentum: Waybuloo is now within the top 50 properties
Top 5 Properties
Oct 09: £7.78
The football card game is making substantial in-roads at retail. In September, the Topps property was at number 354, however October has seen it leap to number 66. Further progression is also likely, with the firm planning promotional campaigns for its 2009-2010 collections.
Best Item Progression October 2009
KITTY IN MY POCKET PRETTY PET PALACE (CORINTHIAN) The collectable favourite enjoyed a staggering month, rising from 2,409 in September to number 46 in October.
Retail Sales Trends UK OCTOBER 2009 (£ SALES - VALUE)
UK OCTOBER 2009 (UNIT SALES - VOLUME)
HOT WHEELS BASIC CAR ASSORTMENT
FIRST STEPS BABYWALKER
GOGO’S CRAZY BONES SERIES 4
BEN 10 AF KEVIN’S CRUISER
BEN 10 ALIEN FORCE 10CM FIGURES
PLAY-DOH SINGLE TUB
MY FIRST STROLL ALONG WALKER
STAR WARS CLONE WALKER
BEN 10 ALIEN FORCE 10CM FIGURES
BABY ALIVE POTTY TRAINING
HOT WHEELS BASIC CAR ASSORTMENT
MATCHBOX 1 75 MINATURES
LPS GET THE PETS
BEN 10 ALIEN FORCE 10CM FIGURES
FIRST STEPS BABYWALKER
HOT WHEELS BASIC CAR ASSORTMENT
5 6 7 8 9
STAR WARS CLONE WALKER
BEN 10 ALIEN FORCE 15CM DNA FIGURES
BANDAI HASBRO MATTEL HASBRO
BEN 10 15CM ACTION FIGURES
CARS VEHICLE ASSORTMENT
TRANSFORMERS MV2 MOVIE LEGENDS
UK YEAR TO DATE (£ SALES - VALUE) 1
MATTEL MAGIC BOX
UK YEAR TO DATE (UNIT SALES - VOLUME) VTECH
HOT WHEELS BASIC CAR ASSORTMENT
CARS VEHICLE ASSORTMENT
BEN 10 ALIEN FORCE 10CM FIGURES
GOGO’S III EXPLORER PACK
BAKUGAN STARTER PACK
PR JUNGLE FURY FIGURES
SMART TRIKE PLUS GIRLS
BAKUGAN BOOSTER PACK
CARS VEHICLE ASSORTMENT
GOGO CB EVOLUTION BOOSTER
BEN 10 ULTIMATE OMNITRIX
BEN 10 FIGURES 10CM ASSORTMENT
LPS GET THE PETS
PLAY-DOH SINGLE TUB
BANDAI MAGIC BOX
MAGIC BOX BANDAI
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
MARKETING SPEND ANALYSIS MONTHLY SECTOR SPEND MONTH SUB MARKETS
NOV-08 SPEND* (£)
DEC-08 SPEND* (£)
JAN-09 SPEND* (£)
FEB-09 SPEND* (£)
MAR-09 SPEND* (£)
APR-09 SPEND* (£)
TOYS & GAMES/PRESCHOOL/LEARNING AIDS
YEAR ON YEAR DIFF %
MONTHLY ADVERTISING SPEND (12M TO OCT ‘09)
COMPUTER GAMES/ELECTRONIC GAMES TOYS & GAMES/PS TOYS & LEARNING AIDS
COMPUTER GAMES / ELECTRONIC GAMES
TOYS & GAMES / PRE-SCHOOL / LEARNING AIDS
Interest in Character’s Go Go Hamsters hit a high just before Christmas
Our monthly marketing analysis page looks at TV and press advertising spend. The information from Billetts (formerly Thomson Intermedia) accurately monitors actual discounted spend across the media, as opposed to quoted ratecard figures and offers comparisons with rival sectors as well…
*Discounted MAY-09 SPEND* (£)
JUN-09 SPEND* (£)
AUG-09 SPEND* (£)
SEPT-09 SPEND* (£)
OCT-09 SPEND* (£)
TOTAL SPEND* (£)
TOP 20 ADVERTISERS (YEAR TO DATE OCTOBER 2009) COMPANIES NINTENDO ELECTRONIC ARTS MATTEL HASBRO ACTIVISION SCEE CHARACTER OPTIONS UBISOFT FLAIR CAPCOM THQ SEGA ROCKSTAR GAMES CODEMASTERS LEGO VIVID IMAGINATIONS VTECH BANDAI ZAPF CREATION MICROSOFT
PERCENTAGE OF ALL SPEND 18.8% 9.0% 8.0% 5.6% 4.8% 3.7% 3.3% 2.8% 2.7% 2.4% 2.2% 2.0% 1.7% 1.6% 1.6% 1.5% 1.4% 1.3% 1.2% 1.2% TOTAL (TOP 20) TOTAL (ALL)
Timmy Time is forming a key part of Vivid’s marketing
CHANGE (JAN ’08 - OCT ‘08 VS JAN ‘09 - OCT ‘09)
38.7% 69.5% -52.3% -15.1% -32.8% 111.9% -32.5% -45.7% 15.5% 273.7% -40.2% -40.8% -54.6% 164.3% 13.4% -51.7% 39.5% -47.6% -1.2% 142.2% -10.1% -19.6%
Billetts Media Monitoring is the fastest and most sophisticated advertising monitoring service in the UK that provides both spend data and latest creative treatments. To find out how BMM could benefit your business visit: www.ebiquity.com/uk/bmm or email us at email@example.com
The ratings game The top-performing children’s TV shows on terrestrial and multi-channel....
SHOWS ACROSS ALL TIMES UP TO NOV 15TH 09
SHOWS ACROSS ALL TIMES YTD NOV 15TH 09
THE SARAH JANE ADVENTURES
POWER RANGERS JUNGLE FURY
HARRY AND TOTO
THE LEGEND OF DICK AND DOM
YOKO! JAKAMOKO! TOTO!
LITTLE HOWARD'S BIG QUESTION
JAKERS! THE ADV. OF PIGGLEY WINKS CBEEBIES
HALF MOON INVESTIGATIONS
COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) NOV 15TH 09 1
THE SARAH JANE ADVENTURES
COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) YTD NOV 15TH 09 1
TOM AND JERRY TALES
MY PARENTS ARE ALIENS
H. MONTANA SING-A-LONG
DISNEY CH 102
SPONGEBOB: TRUTH OR SQUARE?
GRIZZLY TALES FOR GRUESOME KIDS CITV
TEENAGE MUTANT HERO TURTLES
WOLVES WITCHES AND GIANTS
THE WORST WITCH
SPONGEBOB: TRUTH OR SQUARE?
POKEMON BATTLE DIMENSION
A GRIZZLY NEW YEAR'S TALE
CLUB HSM: MAKE IT HAPPEN
DISNEY CH. 63
TMNT FAST FORWARD
SOURCE: INFOSYS/BARB. | NOTE: THESE CHARTS ARE BASED ON AVERAGE PERFORMANCE | %= PERCENTAGE OF WATCHING KIDS’ AUDIENCE
CAMPAIGN OF THE MONTH
LEGO Atlantis January 2010 sees the launch of a brand new theme within the Lego portfolio. And, as we've come to expect from the firm, Lego is backing it with a hefty marketing campaign…
OFFERING CHILDREN aged six and over a new underwater play theme, each Atlantis set explores the search for the mythological underwater city through the adventures of the daring Lego divers. They encounter fantastical sea beasts and hidden treasure in their quest for deep-sea domination. There are seven sets to collect within the assortment, all at accessible price points to encourage trial of the range. Advertising Over 1,200 TVRs will run across both key kids terrestrial and satellite channels including Cartoon Network, Nickelodeon, Disney XD and GMTV. There will be a substantial cinema campaign with Pearl and Dean throughout the UK, with screens advertising Lego Atlantis in several key films including the hotly tipped Avatar, estimated at over 1.1 million admissions. The adverts are a mix of CGI animation and powerful live action spots, which have been designed to drive awareness among boys aged six and above. Lego will also look to break through the media clutter with new 3D technology across web and print, plus a strong online programme including interactive augmented reality product selection, games, quizzes, downloads, plus an exclusive launch of the Lego Atlantis 22-minute cartoon special with VOD.
TV ads for Lego Atlantis will be a mix of CGI animation and live action spots, designed to appeal to boys six and above.
PR Working with Future Publishing, creative activity from January to Easter has been negotiated in Nitro magazine including a series of advertorials, posters, full page competitions and themed interactive puzzles and feature scenes, delivering an impactful campaign at launch with lasting momentum for the brand. A media relations campaign will also be implemented throughout the year by Norton and Co to communicate the new collection, pushing the Atlantis concept across kids’ media and dedicated kids’ pages in the national and consumer press. New media assets will also be uploaded to key social networking sites to enhance brand visibility across all age groups. In-store With all new launches, a substantial in-store presence has been secured via a wide variety of point of sale materials, including end-caps, free standing units and model tubes, designed to showcase the new Lego Atlantis brand. In addition, look out for the new 3D in-store point of sale materials and 3D goggles to captivate the audience and take them to a new level of Lego engagement.
John Hornby Skewes winner of ‘The Innovation Award 2009’ for SpongeBob SquarePants
SEE US AT SPRING FAIR - Hall 5 Stand B20
FOR INFORMATION ON STOCKING THE AWARD WINNING SPONGEBOB SQUAREPANTS RANGE OF INSTRUMENTS AND ACCESSORIES CONTACT MARTIN DONOGHUE ON: 07833 477387 OR OUR SALES OFFICE ON:
0113 2866 411 Worldwide Trade Distributors
© 2009 Viacom International Inc. All Rights Reserved. Nickelodeon, SpongeBob SquarePants and all related titles, logos and characters are trademarks of Viacom International Inc. Created by
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Wild about Harry As the biggest film franchise in history races towards its monumental conclusion, ToyNews talks to Warner Bros Consumer Products about how it is looking to turn Harry Potter into an evergreen franchise which can survive long after the movies have finished...
COMMENT RETAIL THERAPY THIS TIME last year, the industry was reeling from the news that Woolworths – the largest retailer of licensed product on the High Street – had gone into administration. The main concern for brand owners was the impact this would have on licensees and their presence in the market. Plus, a collective industry worry was who, if anyone, would fill the gap and would they champion licensed product in the same way. So, has it been as worse as we feared? Well, yes and no. It was inevitable that the closure would force some changes, and in the short-term the toy, apparel and publishing sectors probably suffered the most. No one retailer has replaced Woolworths either. In terms of the vast array of product categories it used to carry, only really the likes of Tesco and Asda come close (although the sheer size of these chains means promotions are sometimes more difficult to coordinate). However, I think this is a good thing – indeed, as the story opposite shows, the closure of Woolworths has lead to the UK licensing industry forging closer links with
There seem to be more avenues than ever for getting licensed product in front of consumers. other retailers and, in some cases, working with those who have never stocked licensed product before. Next, Mothercare, George at Asda, Bhs, Boots, Toys R Us and Argos were all singled out by execs as retailers which had really upped their game in licensing. In addition, with more deals being struck with the likes of Top Shop, New Look, River Island and Matalan among others, plus online retailers Play.com, Firebox, I Want One of Those and Amazon firmly on any licensee’s wish list, there seem to be more avenues than ever for getting licensed product in front of consumers. Even ‘traditional’ toy retailers The Entertainer and Smyths are getting their act together when it comes to coordinating licensed product promotions, and there’s also the potential impact of Alworths to consider. The landscape may have changed – and with it consumer spending patterns – but right now there seems to be a greater focus than ever on licensed lines across retail. And, who knows, if the rumours are to be believed, this time next year I could be talking about the impact of the return of Woolworths to the High Street. Samantha Loveday Samantha.Loveday@intentmedia.co.uk JANUARY 2010
Licences star at Children’s BAFTAS Ben & Holly’s Little Kingdom, Bookaboo, Nickelodeon, LittleBigPlanet and The Penguins of Madagascar among those awarded... by Samantha Loveday E1 KIDS, Nickelodeon, DCD and Dreamworks were among the big licensing names celebrating at the 2009 EA British Academy Children’s Awards. Held at the London Hilton Park Lane, the star-studded ceremony saw Nick Jr crowned Channel of the Year (notably, the company had been recognised with 11 nominations across a variety of categories), beating off competition from CBBC, Cbeebies and Cyw. E1 Kids walked away with Best Pre-school Animation for Ben & Holly’s Little Kingdom and Best Animation for Lost and Found. Astley Baker Davies, creator of Ben & Holly, picked up Independent Production Company. “This year we received nominations for all our programmes, which is a testament to the hard work and dedication of everyone at E1 Kids,” said Laura Clunie, head of production and development. “This has been a staggeringly successful year for E1 Kids and we hope to build upon the overwhelming critical and commercial achievements as we move into 2010.”
Elsewhere, Richard Hammond scooped Best Presenter for Blast Lab – for which DCD is currently building the licensing programme; Dreamworks’ The Penguins of Madagascar won International; Happy Films’ Bookaboo was awarded Pre-School Live Action; LittleBigPlanet won the Video Game category; and Big & Small Online grabbed the Interactive sector. The BAFTA Kids’ Vote saw children between the ages of seven and 14 choosing Hannah Montana The Movie and TV show, Wii Sports Resort from Nintendo and Club Penguin as their favourite film, TV programme, video game and website. www.bafta.org
Partners pledge support for BLCEE THE LICENSING industry is getting behind Advanstar’s new show, with over half of available stand space at next year’s Brand Licensing Central & Eastern Europe now reserved, according to the firm. Taking place on March 8th and 9th at the VAM Design Center in Budapest, properties represented will include Thomas & Friends, Pingu, Peppa Pig, Bob the Builder, Fifi and the Flowertots, The Simpsons, Ice Age and Roary the Racing Car. Local event partners are also working closely with Advanstar to market the show in their established online communities and to their readers. “We have been researching this territory for over a year and have been working hard behind the scenes to get the right event partners on board to ensure that we reach the best audience for our exhibitors,” said Jessica Blue, event director (pictured).
“The consumer appetite for licensed merchandise continues to grow at an exponential rate and now is a very exciting time to be involved in this marketplace.” For further information on the show, head to www.brandlicensing-budapest.com
Retail more focused on licensed IN BRIEF lines than ever, say key execs
TITAN TO LAUNCH WWE COMICS IN MARCH 2010
Demise of Woolworths has led to likes of Next, Mothercare, TRU, Smyths and the grocers upping their game ● Future looking strong for the licensing industry by Samantha Loveday THE CLOSURE of Woolworths has lead to the UK licensing industry forging closer links with new retailers, actually widening the market for branded merchandise. A selection of key executives told ToyNews that, while losing Woolworths was undoubtedly a blow – with the toy and apparel sectors suffering the most – it galvanised
hasn't always been possible in the past as Woolworths tended to be the home of our gold and silver status retail promotions.” As well as the grocers, TRU and Argos, BBC Worldwide Children’s & Licensing MD Neil Ross Russell said Smyths has stepped up. “Woolworths’ decline has made everyone in the industry focus on the level of service we are offering retailers. There is a shift towards really getting under the
apparel licence. “I think we saw a more positive approach from retailers at Brand Licensing Europe, which is a sign of the increased value retailers place on licensing,” Downes said. Rob Corney, MD of Bulldog Licensing, concurred: “An injection of entrepreneurialism was required for the industry and, once Woolworths was removed from the equation, it seemed as though retailers took an increasing interest
Titan Publishing has secured a new partnership with World Wrestling Entertainment which will see it launching a new collection of WWE comics. Some 20 issues will be produced and distributed across the US and Canada. Flagship title will be WWE Heroes featuring the WWE Superstars and Divas, with the first issue debuting on March 23rd 2010. Titan: 020 7803 1948
WOW STUFF KICKS OFF TALENT SEARCH FremantleMedia Enterprises has signed up Wow Stuff to produce a line of Britain’s Got Talent branded products. The firm will be rolling out product from August 2010. Items will include Judges’ Buzzers, a Stage Presence Tips & Tricks DVD, plus a range of kits under the banner of ‘You Could Be Britain’s Next Talented...’. This will include kits for singers, dancers, magicians, jugglers, freestyle footie tricks and dog tricks trainers. Wow Stuff: 0870 054 6000
BORN TO SHOP EYES CRAFTS Lifestyle brand Born to Shop will be boosted with a new range of crafting and scrapbooking products after appointing Docrafts as papercraft licensee. Paper Island: 01709 535401
MATTEL MAKES TRACKS WITH CHITECH DEAL FROM LEFT: Start Licensing’s Ian Downes; BBCW MD Neil Ross Russell; WBCP UK general manager Paul Bufton; Bulldog MD Rob Corney
other retailers into developing more licensing activity. “Tesco, Argos, Toys R Us, George at Asda, Wilkinsons and Next have definitely stepped up their licensed product offering,” said Paul Bufton, general manager of Warner Bros Consumer Products UK. “The closure of Woolworths means that we have an available budget that we are using across multiple retailers, which
skin of retailers’ objectives and examining the ways that we can help create in-store theatre, to drive footfall and impact sales,” he offered. Ian Downes, MD of Start Licensing, has seen strong sales on apparel for Honey Monster and The Beano in retailers such as Matalan, Top Shop and River Island, while he also licensed Bang on the Door to Mothercare for a multi-territory
in licensed brands as a ‘call to purchase’ in troubled times. Plus, licensees became more active in the pursuit of new outlets and licensing agents/licensors gave more thought to the support they could give to their brands and had a more receptive audience for their ideas. “With a greater focus on licensed lines right across retail, the future is looking strong for the industry.”
Chitech Industries Europe is to produce a new line of bicycles, tricycles, scooters and skateboards for Mattel’s Hot Wheels and Barbie brands. Mattel: 01628 500000
INSPIRATIONWORKS ADDS WAYBULOO ELECTRONICS Backed by TV ads, InspirationWorks will be unveiling its range of educational electronic toys for preschool hit Waybuloo at upcoming toy fairs in Hong Kong and London. InspirationWorks: 01582 455841
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LICENSINGTHE HARRY POTTER PHENOMENON
moments With $7 billion of licensed merchandise, over 400 million books and $2.3 billion home videos sold, plus a staggering $4.5 billion at the worldwide box office, Harry Potter has forged its place in entertainment history. But, as Samantha Loveday finds out, there’s still much more to come... “IT’S HARD to comprehend just how far the brand has come in a decade, a boy wizard who has changed the literary, entertainment and licensing landscape of the world,” Paul Bufton, (pictured) general manager of Warner Bros Consumer Products UK said of Harry Potter in his Brand Licensing Europe presentation. For over ten years now, the world has watched Harry Potter transform from a wizard in training through to a fully-fledged entertainment phenomenon. A few quick facts for
you: it is the biggest film franchise in history – taking $4.5 billion at the worldwide box office to date – with five of the movies in the top 25 best grossing films of all time. Over 400 million books have been sold, across 67 languages and 200 countries. Worldwide home video sales currently stand at $2.3 billion, while video games sales worldwide are $1 billion. In total, some $7 billion of licensed merchandise has been sold worldwide. However, that was just the beginning, as WBCP was keen to point out at BLE. The firm is busy securing the future of Harry Potter as an evergreen brand, a process which began earlier in the summer with the release of the sixth film, Harry Potter and the Half-Blood Prince. “WBCP is committed to the continual development of the brand, ensuring Harry Potter’s long-term position as a classic evergreen that will entertain future generations for years to come,” Bufton explains. “To this end, a global calendar of events has been put in place until 2012.” The movie finale – Harry
Potter and the Deathly Hallows – is being released in two parts; the first will arrive in Q4 2010, followed by the final instalment in summer 2011. Brand awareness and consumer engagement will be maintained outside the movie and DVD
filled with attractions and thrills (see separate box outs). “When we talk to partners, existing and new, the all-inclusive ‘World of Harry Potter’ brand has naturally evolved to be a part of our message. By this I mean, as we draw
Not only are we building up to the exciting finale of the movie, but everything we are currently developing will ensure the long-term success of Harry for many, many years to come. Paul Bufton, General Manager, WBCP UK promotional windows with a number of high profile, must-see activities. First off, Harry Potter: The Exhibition – a state of the art experience designed to appeal to Potter fans of all ages will tour ten cities around the world over a five-year span. Next spring will also see the opening of The Wizarding World of Harry Potter theme park at Universal Orlando Resort, Florida. This will immerse visitors in an unforgettable vision of Hogsmeade and Hogwarts Castle
close to the final filmed chapters, only now can we approach Harry Potter as a whole and develop products and retail programmes taking elements from The Philosopher’s Stone all the way to the Deathly Hallows. “From our point of view, this will secure Harry Potter as a part of entertainment history and ensure that we, at WBCP, have the brand vision and assets to underpin its longterm future success.”
LICENSINGTHE HARRY POTTER PHENOMENON
The Wizarding World of Harry Potter Opening spring 2010 at Universal Orlando Resort, the theme park has been inspired by the stories and characters and will be faithful to the landscapes of the films. Harry Potter films’ production designer, Stuart Craig, and art director, Alan Gilmore, in cooperation with Universal Creative have worked to construct the most authentic Harry Potter experience possible. Guests will be able to visit some of the most iconic locations found in the books and films. Visitors can sip Butterbeer in the Three Broomsticks in the village of Hogsmeade, experience The Owlery, ride on the Dragon Challenge and the Flight of the Hippogriff, as well as visiting the Forbidden Forest and Hogwarts itself.
Harry Potter The Exhibition
The line-up of licensees is stronger than ever. Tomy Europe was recently revealed as the new regional master toy licensee, with the company launching a range of action figures, games, electronic toys and role play items. The deal – which covers the UK and EMEA – also allows Tomy Europe access to the entire World of Harry Potter back catalogue. This includes all the style guides and artwork developed for all eight films. Rubies, NECA, Noble, DeAgostini and Panini continue to be key partners, as does kids accessories firm Logo. In addition, Lego Harry Potter: Years 1-4 is due for release in Q1 2010 from Warner Bros Interactive Entertainment. “If you’d thought, from a consumer products point of view, we’d seen everything there is to see on Harry Potter, I can assure you that the best has yet to come. “Not only are we building up to the exciting finale of the movie, but everything we are currently developing will ensure the long-term success of Harry for many, many years to come,” Bufton concludes.
Harry Potter The Exhibition made its world premiere on April 30th 2009 at the Museum of Science and Industry in Chicago, running until September 27th. It is currently at the Museum of Science in Boston until February 21st 2010. The Exhibition will then take in another eight cities around the world throughout a five-year span. The 10,000 square foot exhibit space features artefacts in settings inspired by the film sets – including The Great Hall, Hagrid’s Hut and the Gryffindor Common Room area. Guests will also be able to see numerous props and costumes including Harry’s original wand and eyeglasses, the Golden Snitch and Gryffindor school uniforms.
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Discover Interplay products at: Toy Fair 2010 - Olympia, London - Stand No.E99 Spring Fair International 2010 - NEC, Birmingham - Hall 5, Stand No.A65
Interplay UK Limited, Unit D, Meter House, Fieldhouse Lane, Marlow, Bucks. SL7 1LW email: firstname.lastname@example.org web: www.interplayuk.com
tel: 01628 488944
SHOW GUIDE SPRING FAIR
That certain Brum thing Spring Fair 2010 takes place at the NEC in Birmingham from February 7th to 11th. ToyNews offers you a guide to what the exhibitors will have on show in hall five at the popular event this yearâ€Ś
SHOW GUIDE SPRING FAIR
Sylvanian Families sees the revival of a traditional mode of transport in spring 2010 in the form of the new Woodland Bus. It comes with picnic benches and a table plus a hamper. To complement the new bus, a Driver and Conductor set featuring Stan and Olive Butler is also available. The Woodland Bus will be followed by further launches in autumn featuring new dwellings and play–sets. These will include a hotel, a luxury house and the return of the Sylvanian Windmill. The Gormiti collection will continue to grow with the new Elemental Fusion series being the first launch of the year. It will bring new technology to the brand taking it to another level. There are 35 brand new Gormiti 3D figures, each featuring a microchip under its foot that allows the figure to
The Schleich stand has more than doubled in size this year and will consist of new collections and play–sets for 2010. This will be coupled with the display and point of sale packages offered to retailers. Its toy range has a global appeal and is aimed at a wide range of ages. The Schleich way to play represents imaginative activity, which is key to its appeal both with parents and children. The Bayala collection comes complete with elves, dragons and unicorns plus a new tribe for autumn called Arelan. The figures that make up the Arelan people are mutations of their animal companion. For example, Apricum has the antlers of a dear and comes with a majestic stag, while Gregis has wolverine characteristics and has a wolf as his friend. The Arelan tribe fits with the existing Bayala collection and is aimed at young boys interested in the fantasy worlds and stories that surround the range. It’s designed to add a more masculine twist to Bayala’s elves on horseback.
talk when placed on the Mystical Altar of Life (available separately). Gormiti will also see new collections, play–sets and licensed products launched throughout the year. For boys, GX Racers will be joined by the GX Skate collection of speed and stunt skateboards, with skaters to ride on the boards and a Quarter Pipe play–set. The skateboards have an edgy, up–to–date look aimed at kids who know and love their boards. Single board packs, mini stunt sets, skaters and the Quarter Pipe are available in spring, and will be followed by more development for autumn. From Flair Create, the new Zubber creative play–sets will be popular with both boys and girls. Zubber is a new modelling compound that moulds like dough and sets like rubber, and
There are many additions to Schleich’s other play worlds including new figures and play–sets in the Wildlife range. To epitomise the adventurous nature of this world, Schleich will launch a new item that will literally take the range to the skies. The Plane is ideal for connecting one land with another, and portrays the traditional fixed wing plane that is commonly seen in the wildest regions of Africa, the Australian Outback and the plains of South America. Schleich’s animals are modelled by nature and hand–painted. The range is supported by its unique retailer partnership programme, ensuring experience is delivered from factory, to retailer and directly to children. Next year will be the 75th anniversary for Schleich and, since its beginning in 1935, its toys have been enjoyed by children and collectors of all ages. Schleich is available in over 70 countries worldwide and represents a ‘world toy’ that needs no translation or instruction, only imagination.
includes the Zubber Band Maker. This kit allows children to create their very own message bands similar to those launched by charities. Flair will also be launching Doodle Dudes. Available in packs of one, two or four, Doodle Dudes is the ideal toy for anyone who is hooked on Urban Vinyl. With Doodle Dudes, it’s easy to create your own urban character based on a friend or celebrity using the basic figure provided and decorating it in any fashion you want. Each Dude has a unique coating which can be drawn on with paint, pen or pencil. Finally, new for spring is a range of Hello Kitty Eggs. Each plastic egg contains a character plus a pet accessory and is available in packs of two or singularly in a CDU of 12. Other products include plush shoulder bags and purses.
RAVENSBURGER Ravensburger’s 2010 portfolio will feature new launches including 13 fresh licences and a pre–school games and puzzles range called Play & Discover, which combines play with education and was created with key development stages in mind. The new Premium Puzzle Softclick technology on puzzles over 500 pieces now gives the puzzles an even better fit. This new technology has been rolled out across the family puzzle range and adds to the puzzling experience the firm offers. The spinning, waving, giggling Jolly Octopus game was designed specifically for the UK. The 3D action game is packed full of underwater adventure, with moving arms and sound effects. The aim of the game is to remove all your coloured crabs first, by using only the tongs. There is a twist though, the Jolly Octopus is
Spring Fair 2009 will see Marbel return with its award–winning wooden Wendy House stand. There will be over 100 new products, including new lines from Plan Toys, I’m Toy, K’s Kids and L’atitude Enfant. New products from Plan Toys Pre–school, Activity, Dollhouse and Plan City ranges will also be on show. Plan Toys continues to push production in terms of design and quality. Its Walking Elephant allows children to sit and ride as the rocking motion translates into a walking effect. Retailing at £89.99. The Eco Town features an Eco Home, Eco Train and Station, Eco Charging Station, Eco Vehicles, Eco Street Lighting and a Play Mat. £69.99 for the complete set. The Green Dollhouse is an eco home featuring alternative fuel sources and environmental controls used in today’s modern eco homes. Retailing at £99.99.
5C1 protecting the crabs by waving and spinning his tentacles. Carefully grab the crabs but do not touch the tentacles. If you do, he will stop spinning and start giggling. Suitable for children aged four and over. 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, while offering lots of fun.” The company’s products draw upon its 125–year heritage, the best of British and international product development and its reputation for quality. Also available are bespoke POS and display solutions for the independent toy sector.
SHOW GUIDE SPRING FAIR
A new generic puzzle range will be showcased at Spring Fair, which will be supported with marketing. The range is called Grow with Jumbo and is designed to incentify and reward a child for completing a puzzle through the insertion of a certificate and stickers inside the box. The range will comprise eight SKUs launching in January. New properties for 2010 include a Horrid Henry range, which will feature a Discover Puzzle where the child has to find objects from inside Henry’s bedroom – two 70-piece puzzles with sticker, two games, playing cards and a Slide and Find game. The new Gormiti puzzle range for January includes a four in a box format featuring the four main characters; a two in a box puzzle, with a Gormiti figure, and a 100–piece puzzle with stickers included. Jumbo will be also be launching Gormiti Playing Cards featuring three gameplay modes. Furthermore, in autumn/winter, the firm will launch an action–based game. 2010 is the year of Toy Story 3 and Jumbo will be launching a puzzle and game range to support the film. A further addition to the licensed puzzle
portfolio is the FA World Cup in assocation with the FA. A puzzle will be launched celebrating the Road to South Africa featuring four players – Wayne Rooney, Frank Lampard, Steven Gerrard and John Terry. For spring/summer 2010, the firm will introduce a new game for Peppa Pig called the Muddy Puddle Game, featuring four of the main characters from the Peppa Pig series and is a race around the board to get home from school. For the adult puzzle range, Jumbo actively seeks strong artists and licences and in 2010, new additions include a 50th anniversary edition for Coronation Street with 50 images from the 50 years. There will also be a special Wasgij Coronation Street, featuring two puzzles within the box allowing the puzzler to solve the box image as well as the solution. In the Falcon range there is a new addition called Home Sweet Home, which is a triple pack containing 500, 750 and 1,000–piece puzzles. The imagery is from the front and inside of a cottage and its back garden.
GREEN BOARD GAMES 5A09
Green Board Games will be introducing its new range Brainbites at Spring Fair. Brainbites is a quiz game, where players earn brain cells when answering questions. Presented in an eye–catching tin, this range will have titles including Landmarks, Myths & Legends, Dinosaurs, Tudors, Shakespeare and Safari. Also appearing at Spring Fair is the firm’s new licence with the Science Musuem. BrainBox Inventions will contain the most simple, but impressive inventions, with lots of play value added in. Where would we be without the lightbulb, space shuttles, the world wide web or even tea bags? This BrainBox title has been produced in a new and improved box design, which will soon be rolled out throughout the range. Green Board Games’ presence will be bigger and better at Spring Fair with a new stand position.
JOHN HORNBY SKEWES 5B20
The SpongeBob SquarePants Real Musical Instruments (SBSPRMI) range from John Hornby Skewes was recently a Licensing Award for Innovation in 2009. The instruments are proving successful domestically and in a growing number of export markets, across a broad demographic, both genders equally and a wide age range. SBSPRMI products include full size electric guitar outfit starter packs with SpongeBob graphic ten watt amp, lead, strap etc, plus junior size electric and acoustic guitar outfits. Also available is a range of folk instruments and junior percussion, plectrums and drum sticks.
5A65 IMAGINATION GAMES
A 4D jigsaw puzzle will be the highlight of Interplay’s stand at Spring Fair this year with the launch of the Cityscape Time Puzzle. The new jigsaw puzzle, which recreates the city of London, not only has three dimensions of length, width and depth, but an added fourth dimension of time. A Time Poster included with the puzzle guides the player through history, adding buildings along the way in their correct chronological order. For example, if the player builds the puzzle to 1939, it will be an exact replica of how London
looked at that time; while in 1945 they will be able to experience the devastation caused by the Second World War. The first layer of the Cityscape Time Puzzle includes over 500 jigsaw pieces and creates the landscape, while the second support layer provides the location of key areas including historical buildings and parks. The third layer comprises the buildings, and with preparations well underway for the 2012 Olympics, the player will get an insider’s view of the panoramic changes this event will have on the city. Cityscape 4D Time Puzzle range currently includes New York and will soon be launching Chicago, Hong Kong, Las Vegas, Paris and Toronto.
Imagination has enjoyed double digit growth over the last two years based on exceptional sales of its own core brands and delivering top quality board games based on industry leading licences. Growth will continue in 2010 as the firm looks to enhance its board game range with new features and innovation in core brands, coupled with new licences. A proven track record of sales across the core brands has enabled Imagination to expand its distribution further in 2009. The firm ensures that its games focus on providing children, family and adult entertainment. The games feature social interaction at their heart and aim to span the generations within the family unit to deliver an enjoyable experience for all. Imagination’s range for 2010 includes Beat the Parents, Top Gear, Gogo’s Crazy bones and Battle of the
5D07 Sexes among many more. The firm will be using Spring Fair to launch some of the following new games. Quelf is a unique party game, which has been a success in the US, winning the National Association of Toy Libraries Best Game award. Hobbit is simple enough for a mass market audience, yet pure enough for avid Hobbit fans. The Hobbit book has sold over one hundred million copies and is in the top ten selling books of all time. The new game will preceed the hype for the 2011 and 2012 films featuring members of the original Lord of the Rings film cast. Play That Tune sold 60,000 units last time it was published and is now back with refreshed packaging, better tunes and enhanced gameplay. Imagination will also be announcing tie–ins with more high profile licences at the show, and will be showing its full range of games.
SHOW GUIDE SPRING FAIR
THE PUPPET COMPANY 5A73
The Puppet Company designs and imports over 750 different toys including finger, glove and full bodied puppets as well as soft dolls. The firm creates traditional toys with a modern twist, using quality materials. Its toys are designed in the UK by its own team of designers and sold in garden centres, toy shops, gift shops and zoos around the world. The firm has a new range of six colourful Puppet Monsters. Each one features vibrantly coloured plush and a fully working mouth with a squeaker. They are hairy and scary – just as monsters should be. Also new are the Wilberry Fun dolls, a range of rag dolls who look like younger brothers and sisters to the Wilberry Doll Collection. The range consists of five girls and two boys, with different skin and hair tones to choose from.
New at the show this year is the Kiditec coloured construction system from Techno Bloxx. Unlike other building sets that allow only one or two slot options, Kiditec offers eight point slots, providing greater scope for creativity. Sets are available for age nine months and over, and can be repeatedly rebuilt. Also on show will be the award-winning Wheelybugs – most recently picking up silver in the Best Toddler Toy category in the Mother & Baby Awards. The Wheelybugs feature simple lines and vibrant designs. The sturdy wooden frame and padded layer of sponge is covered with tough polyurethane, meaning that the bugs can withstand robust play. Available in two sizes, there are five designs of Wheelybugs; the ladybird, bee, cow, mouse and tiger designs. The Wheelybugs are suitable for ages one to five.
Hama Gift Sets include Popular Pets, Rally and Disney Princess. Disney Cars, launched this year, is still going strong. Also available now are the new Lacing sets and 2010 sees the introduction of the latest sets for Disney and more generic kits. Corolle offers a range of dolls for babies through to pre–teens. Originating in France, they come with an array of fashions and accessories. Corolle has expanded its collection with the Calin and Tidoo dolls. The 12–inch My first Doll range, suitable for 18-months and over, offers a selection of dolls with different outfits and accessories. Tidoo Doll can even be used in the bath. New to Corolle in 2010 are some entry price point dolls, as usual, plus dolls with the latest trends and innovations. Wonderworld’s Eco House and Eco Series have had continued success this year and have featured in many marketing campaigns and competition giveaways in consumer magazines. The two-storey modern house is still in the front line for all to play with. It is a dream home for children to explore their imagination. All rooms are equipped with contemporary furniture with a set of three family dolls. The Softwood Nursery Range is suitable from birth onwards and offers toys combining soft fabrics with wood. With a wide variety of toys to choose from such as rattles, walkers, ride–ons and more. The Gardening Set, new last year, features soft, colourful fabrics and comes complete with all tools and a net to catch butterflies and keep snails away. The flowers are
With natural products very much in demand, Haba’s new Pure Nature Cottis made from high quality cotton from controlled organic farming, fits well with consumer desires. These soft lambs are suitable from birth. Renowned for its wooden toys, Haba also has some new additions for 2010 including colourful Animal Scooters. All made from natural beech wood, there are four in the collection – Horse Paulina, Bear Ben, Cow Caro and Crocodile Chris with ringing bells and turning heads. The new Stacking Toy Zoolina, adds a pull–along element to the colourful building blocks. The trio includes a bear, rhino and crocodile that can be stacked on
top of each other. Also made from wood are three new Construction Site Pushing Vehicles complete with removable drivers. They are Excavator Elvis, Drum Doro and Dumper Dave. Haba is also introducing some new plush ranges including Welcome Set Leo Leopard, which is suitable for newborn babies. The three items in the set include a cuddling lovey of velour fabric featuring knots for sucking, and a teething edge to help baby fall asleep. The grabbing toy is made of maple wood and velour, with Leopard Leo fixed by a hook and loop fastener to the ring. Finally, the light fleece blanket is decorated with a Leopard Leo application.
Top Trumps Tournament is a game designed for old and new fans alike. Whether your favourite pack is the latest Harry Potter or Ben 10 deck, or classic Sports Cars or
bendable, and the port has a carry–along feature. The Hopping Bunny Walker is a wooden walker featuring two bunnies which hop up and down as it is pushed. Viking Toys has expanded its successful Chubbies plastic vehicle line. From Mini Chubbies to large vehicles, there is something to suit all children. Chubbies, suitable for one-year–old onwards, are made of smooth, chunky, weather resistant, non–toxic plastic. Their inherent chubbiness coupled with strong design ensures they can withstand the roughest play both indoors and out. New products will be added to the range in 2010, with vehicles, Chubbies and play–sets. The New Viking Garage comes complete with two cars and a helicopter. It features a working lift, a moving ramp, petrol pumps, repair shop and a car wash. DKL’s newest range Sigikid will be welcoming new additions in 2010. It is a collection of soft and cuddly toys for children from birth to six years. The baby range includes a dog called Funny Fuffu, an elephant with a colourful look named Wamba Bamba, a bunny and a horse called Jappy Jump, all dressed in striped outfits. Farm Animals in varying sizes include a Hippy Horse, Daft Duck, Cuddly Cow and a Silly Sheep, each with their own Sigikid character. Growing in popularity is the Natural Friends collection. It is a range of 100 per cent organic soft toys featuring a horse, sheep, coloured ball and more. All of Sigikid’s soft toys are machine washable and are made from pure quality fabrics.
5B64 Horror pack from years ago, all sets will find their home in the Tournament. This is all thanks to the new Top Trumps Hub – the biggest development in the range’s history. Now, every pack can be played again and again in the Tournament. All you have to do is pick your pack, slot it in the Hub and away you go. The Tournament is a whole new way to play the classic card game, breathing new life into old packs and letting them go head–to–head with the latest titles. It’s simple to play and fast–paced – just load up the hub with six decks, spin the spinner and race your way through the mini–games to reach the final. Top Trumps Tournament comes complete with six exclusive packs, which you won’t find anywhere else. These include Movies, TV, Pop Stars, Top Toys, Sporting Heroes and the Wow pack.
SHOW GUIDE SPRING FAIR
FLYING TOYS 5A41
Flying Toys has been exhibiting at Spring Fair for over a decade, and finds it the ideal launch pad for new products each February. The Silverlit Heli Mission, chosen by The Gadget Show for the Top Flying Toy for Christmas 2009, comprises a futuristic swat truck with a secret helicopter hidden inside. The Silverlit V–22 Osprey vertical take–off plane, which flies like a helicopter was placed fourth, with Flying Toys’ Wingsmaster Series I–Fairy ornithopter awarded fifth position in The Gadget Show top five flying toys. Sensible price points appear to have been re–established within the trade, with some retailers actually selling above the suggested retail prices for the most sought after top sellers. The firm says this situation has undoubtedly been helped by less competition from other distributors, who have not weathered the economic downturn so well. For its part, Flying Toys wants to stay ahead of the game and maintain its retailer margins, with numerous new product introductions planned for 2010.
Spring Fair will see the introduction of new collectibles and themed ranges alongside existing properties under the expanding Esdevium Games portfolio. With over 12 licensed ranges within the company’s collectibles category, focus brands for Spring Fair include Gogo’s Crazy Bones and Club Penguin. The fast–paced child–friendly Club Penguin trading card game is fully integrated with a virtual world where kids can play the new Card Jitsu online or offline. Esdevium Games will also be launching a new Gormiti Trading Card Game from spring 2010. The game will launch complete with starter deck and booster packs, with additional sets to follow later in 2010. The HeartGold/SoulSilver Pokémon video game launches in spring 2010, heralding a major new release for the brand. Historically, a new game release promotes an upsurge in sales across the entire brand and over the past several
years, the gains from each release have not faded away in the months after, but have continued to ramp up. The first TCG set in the HeartGold/SoulSilver cycle, launches in February with more to follow every few months. Esdevium has grown its football–themed collection with new and extended brands including Match Attax and an England edition of Blow Football. Also, the company will be handling all non–news trade distribution of Soccer Suckers licensed FA Team England characture collectables. Soccer Suckers are suitable for ages three and over, are pin free and can be stuck to a range of surfaces. They are packaged in a blind 50mm football capsule for added play value and collectability. They will also be supported in the run up to the World Cup, with stock available in April 2010. The Esdevium Kid’s portfolio will include the Cobi range of building toys. The sets offer low–priced alternatives and range diversity, contrasting those offered by other brands. Spring 2010 will see a new push on the Cobi offering, supported by a TV campaign.
BANANAGRAMS 5D61 Bananagrams has announced the launch of two new word games – Appletters and Pairs in Pears. Appletters is priced at £15.99 and is a domino–like game for ages six and over where players connect letters in lieu of dots. The game comes in an apple–shaped cloth pouch containing 110 tiles. In addition, the game includes instructions for more adult play, Apple Turnover for an extra challenge and Applescore for word fans who like to keep score. Pairs in Pears is also priced at £15.99 and is a word construction game for ages six and over where players race to make pairs of connecting words in matching patterns. The game comes in a pear–shaped cloth pouch, containing four full alphabet sets in four distinct patterns. The game provides educational play, teaching vowels and consonants, alphabetical order, word construction and pattern recognition. Both games carry on the company’s tradition of no external packaging.
JOHN CRANE New additions to the Wow toy range are available for immediate delivery and this year include Stanley Street Sweeper, a push-along with rotating cleaning brushes. Stanley comes with a removable driver and mechanical features, making him compatible with the whole range. Also new to the set is Alfie’s Animal Adventure, a friction powered animal feeding truck. Alfie carries a removable orangutan and giraffe and is driven by a safari man. Wow’s fantasy–themed toy lines will offer a new opportunity for the pre–school market. They will be unveiled at Toy Fair and are scheduled to launch in early September for Christmas 2010.
The pre–school toys are designed to encourage a child’s imagination through fun, discovery and play. With over 40 toys in the range, the firm’s commitment to produce high quality toys for toddlers ensures this is a range of toys that makes for a creative approach to play. Durable and safe, they are easily wiped clean and do not contain small parts or sharp edges. The toys are packed with mechanical features, but without the need for batteries so the fun never ends. All the toys are collectable as they are compatible with each other and children can mix and match between any toys from the range.
The wooden Tea Time Set sits on its own wooden tray and includes a teapot, sugar bowl, milk jug, two cups and saucers and two teaspoons. The tea set is designed using pink and purple and decorated with hearts and flowers. On the other hand, High Tea Shape Matching features a two–tier wooden cake stand sitting in pink with its white doily decoration. The cake stand houses 15 cake-shaped trays for matching, each with a different number painted on it. Also designed in wood are 15 cakes with varying shapes and number combinations to fit into the stand. This set has been created to teach shape
5A39 and number recognition in a role– play environment. Alternatively for pre–schoolers, Flower Pots features three multicoloured flowerpots made of concentric rings and house three bright blooms. All the parts are interchangeable from the pot to the flower. They encourage new vocabulary as kids mix and match the colourful wooden pieces. New puzzles to the Branching Out Collection include Flower Shape Sea Animals and Flower Shape Jungle Puzzle, along with Transport Lacing and Fairytale Lacing – all designed to keep kids engaged in the development of fine motor skills, matching and sorting.
Toy Story Giant Card Game
Toy Story 4 in a Box puzzles
Toy Story Giant Floor puzzle
Toy Story memory® Toy Story 96 piece puzzleball®
Toy Story Lost and Found Game
© Disney Pixar
Sales Hotline 01869 363800
SHOW GUIDE SPRING FAIR
GIBSONS GAMES Gibsons is to strengthen its core brands in 2010 by extending its range of award–winning children’s puzzles and introducing brand extensions. At Spring Fair, Gibsons will be launching over 50 new jigsaw puzzles, each using thicker, recycled board. Highlights include The Cutty Sark, a 1,000–piece puzzle licensed by the Cutty Sark Trust, Greenwich, to celebrate the restoration. The Flying Scotsman is an official 1,000–piece puzzle of the locomotive. Four new titles will also be introduced to the award–winning My World children’s puzzles range, and six gift puzzles from The National Gallery. Furthermore, the firm will be introducing Piatnik playing cards, with more contemporary designs and competitive price points. Games is a growth area for the business and the company has recognised a consumer demand for traditional family play. In response to this, it is relaunching classic games from its back catalogue, with a modern twist.
MV SPORTS These include Bingo classic – which has a fresh look and handy new components, and Two Fat Ladies – a brand extension of Bingo, which comes complete with barmy forfeit challenges. Gibsons traditional Parlour Games have been revived and are presented in gifting tins. The Hare & Tortoise board game, which has sold over two million copies, has been given a new design and feel. The company is celebrating 90 years of trading and will be sending out invitations for drinks and birthday cake on its stand.
MV will be showcasing several new plush ranges at Spring Fair 2010. The line–up consists of the Goochicoo Dolls, the playground craze Gogo’s Crazy Bones and the pre–school property, Fluffy Gardens. Goochicoo Dolls are interactive plush dolls, which mimic the comical activities of real babies. Each 16–inch doll can perform seven functions and the range is already selling well as a result of heavyweight TV support. In 2010 new large dolls will be unveiled along with a collection of mini interactive plush charcters and role–play accessories.
5B57 Each Crazy Bones character comes with a complement of two collectable Crazy Bones hidden inside a secret zip–up compartment. The range consists of a four–inch Crazy Bones Clippers assortment, six–inch Crazy Bones Reversers assortment and a new pocket money three–inch series. Fluffy Gardens lends itself perfectly to soft toys and with 40 characters to choose from, the plush is aimed at both pre–schoolers and adults alike. The initial range includes three, four and six–inch assortments accentuating the quirkiness of the show’s characters.
Along with old favourites like Shopping List and Dotty Dinosaurs, Orchard Toys will be launching new games such as Round and Round and If You See a Crocodile, as well as recently launched games, Ten Green Bottles, Old MacDonald Lotto and the set of six small jigsaw puzzles, Fairy Tales. Sales of Ten Green Bottles, which is recommended for children between three and six years old, have exceeded all expectations and the company is expecting it to be among its top selling products by the end of 2010. The gameplay is simple, with players trying to match the ten green bottles on their wall with ten dotty numbered cards and, if successful, posting both into the
bottle bank. First to post all their bottles is the winner. Simon Newbery, managing director, said: “We are thrilled at the way the company has performed over the last two years, which have been the best in our 37-year history. “We are constantly striving, not only to provide exciting and fun entertainment to help young children on their learning journey through foundation years, key stage one and two, but also to improve customer satisfaction, quality control, and our commitment to operate in an environmentally friendly way. We are pleased to say that in 2009 the company worked towards, and gained, ISO 9001 and ISO 14001 accreditations.”
Yummy Dough is the modelling compound that has an added bonus – everything created is not only great to look at but it makes a tasty treat too. Bridging the gap between cooking and creative play, each box of Yummy Dough contains four different coloured packets of the compound which, when mixed with water, becomes a malleable dough. It will be supported by PR and consumer marketing throughout 2010 including in–store demonstrations, children’s competitions and the Yummy Dough website, where kids can download ideas and upload images of their own creations. Magic Fish expands the grow your own pet format by producing a recognisable fish. The concept is simple, take the Magic Fish tea bag, place it in water and within 12–24
5F57 hours, children will have their own real life fish. Other items in Maps’ portfolio include Toobeez and EZ Fort, that both encourage kids to be constructive indoors and out. Easy to clean, use, safe, sturdy, educational, stimulating and interactive, Toobeez is a life–sized construction building system comprised of interlocking tubes and spheres that can be linked together to create almost anything. Alternatively EZ Fort is a framework building system that fits into smaller spaces. In addition to the above, there will be more to see on the Maps stand including the debut of the My Little Sandbox Range and Squashblox – a soft building set for kids from birth.
SHOW GUIDE SPRING FAIR
PAUL LAMOND GAMES Paul Lamond Games’ 25th anniversary was celebrated in 2009 and was the firm’s best year for sales. In 2010 the firm hopes to beat that record helped by some new product launches. Joining the Chimp and Zee pre–school and educational range, which was launched last year, are three new games including Happy Holidays and Trolley Dash. There are also two new puzzles.
LE TOY VAN
Cops and Robbers, the new police van set from Le Toy Van, follows the launch of fire fighting and hospital sets in 2009. The sturdy police van comes complete with a robber and a Policeman Budkin (each also available separately). Budkins, the bendy range of poseable wooden characters are going to be joined by new friends in 2010, including a farm animals set. Following the launch in 2009, the selection of 80–plus characters are proving to be highly collectable and the perfect complement to the painted wooden play–sets. The range of characters includes everyday life, pirates, fairytale, knights, fantasy and historical among others. Various merchandising options are also available. Other new Budkins play–sets include a Princess Tower, some racing cars, a
5E58/F59 In the children’s area, the firm is adding a Gruffalo Board Game, Turtle Shells, Give a Dog a Bone and the classic skill and action game Jumping Monkeys. A new Happy Playdate range of activities is also being launched. Each box contains everything needed to host an organised and stress–free playdate for up to six children of three to sixyears-old. There are three titles including Activity Play Mat, Get Active, and Puppet Theatre. You Be The Judge is being added to the tinned game range with 200 real cases. Players have to guess how each case was judged. The Red Rose Murders is also being added to the Murder Mystery range. In family games a new version of The Last Word is added as well as Tip of the Tongue where teams try to guess a wellknown phrase or saying as it is slowly revealed backwards. In the adult puzzle area, Paul Lamond is adding Dalmatians to the World’s Most Difficult range and launching three 1,000–piece Photomosaic puzzles. Finally the firm has two 100–piece and two 250–piece Where’s Wally children’s puzzles to add to the existing 1,000 and 2,000–piece range.
convertible car, a castle and a tractor and trailer set. Budkins are suitable for children aged three and over, and is fully supported by the new website at www.budkins.com. Le Toy Van’s award-winning doll’s house range will also see some new accessory sets. New additions include a nursery set complete with a baby, a pet set with a dog and a cat, and a dress–me–up doll complete with wardrobe and outfits. The Honeybake range sees the addition of a birthday cake, ice creams and a tea set. Other new additions to the range include a new shape sorting Noah’s Ark, new car sets, and freshly redesigned castles. All Le Toy Van painted wooden toys are designed in the UK and ethically manufactured in Indonesia.
REBEL TOYS The Maisto brand, distributed in the UK by Rebel Toys, will be showing a host of new product releases at Spring Fair this year. The Maisto–Tech brand of radio control will see the introduction of the Monster Drift, a 1:24 scale radio controlled car fitted with hard PVC tyres, which allows the car to drift around corners and bends; A radio controlled Ducati 1098S motorcycle, the Blade Rover which is a combined car and helicopter; plus the Audi R8 V10 in 1:10th and 1:24th scale. The Off–Road collection will also see the introduction
CESAR Cesar is exhibiting a strengthened portfolio of licensed costumes for both children and adults at 2010’s Spring Fair. The firm will be launching several new collections, including an adult Peperami outfit with a special football twist. Out in time for the 2010 World Cup, it is definitely going to be a bit of an animal. With the Iron Man II film due out in May, the firm is adding new styles to its range of adult Marvel costumes, including deluxe outfits based on Nick Fury and the Black Widow who are both set to feature. The Marvel comic portfolio is being further extended to include some more of the comic heroes including Captain Britain and his female sidekick, Lionheart. For children, the Marvel range will also be updated with styles from the Iron Man II armoury and some new Spider–Man styles. The Ben 10 2010 range will again be extended to include more costumes based on his most popular alien counterparts. New signings for children include Bakugan and Super Why, the pre–school show designed to help children aged three to six learn to read through interactive story adventures.
5A20 of a Land Rover Defender and Dune Blaster in 16th scale. 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 SL–65 AMG Convertible, Lamborghini Gallardo LP560–4, Datsun 240Z 1970, Nissan 370Z and a Ford Model A 1929. The 1:24 die–cast model kit collections also have a host of new subject releases including the Lamborghini Gallardo LP560–4 and Merc–Benz CL63 AMG.
SHOW GUIDE SPRING FAIR
Now owned by SVP (Strategic Value Partnerships), NICI has been revitalised. First up for Spring Fair is Rabbit Carrotti, created for Easter. The character is available in a choice of styles and sizes. Rabbit Carrotti and his Easter Chick friend also appear in a range of guises from cushions to keyrings, including hide–and–seek toys with a secret chick or bunny. Matilda’s Beach will launch in the summer with turtles, crabs and clams. The range includes plush towels, colourful beach bags and beach toys including folding character Frisbees and activity books. There’s even a treasure chest money box to encourage children to save. Spring Fair will also see the launch of a family of plush meerkats to collect, available in five sizes. New characters will join the Jolly Mah range. Jolly Bob arrives with dreadlocks and a camper van, the Jolly Bus. Also available is Bob’s girlfriend, Jolly Lovely. The two are available in 15cm plush toys to
MumboJumbo Toys will be introducing additions to the nine different brands it represents in the UK. The lines include soft plush from Kaloo and Happy Horse, wooden traditional toys from Janod, Sevi and Skipper and innovative activity toys from Crocodile Creek, Villa Carton, Bead Bazaar and Rubbabu. But 2010 will be the year of puzzles for the firm. Janod introduces a variety of wooden and card puzzles suitable for children as young as 18-months. The illustrations and puzzle pieces have
120cms. They are also available as pencil toppers, bags, bean bag, keyrings, mobile phone accessories, cushions, stationery and a cuddly hot–water bottle. Koala Joey joins Wild Friends in a host of sizes from 15cms to 80cms, and on glasses cases, wallets, photo holders, cushions and more. One plush comes with a tiny Koala Joey. Forest Friends unveils Frederic Fox as a finger puppet, a cushion with a secret pocket, on a seat belt cover, as a travel cushion, as a rucksack and as a plush in six sizes, from 15cm to 50cm. NICI will also introduce Luckies. They are character charms available as bracelets or charms attached to cards and the Beauties line of mobile phone and handbag attachments featuring some of the brand’s characters. All the new launches are available as MagNICIs and as BeanBag keyrings, adding to the range of characters available as magnetic plush and in the keyring range.
KIDS COOKING COMPANY Kids Cooking Company experienced a strong year in 2009 with increased revenue, expanding product ranges and an appearance on Dragon’s Den. Spring Fair will therefore herald the beginning of an new phase for the company, which is run by founder Nikki Povey. In addition to the existing products on offer such as Luxury Starter Baking Sets,
4C29 Aprons and Chef’s Hats, the firm has news to announce at the show. The launch of Handmade by Me will be built on this year with the introduction of Easter Handmade by Me. This will enable young children to make unique Easter gifts. The set will include recipe cards, icing pens, Easter–themed cookie cutters, as well as ribbons and cellophane bags and gift tags.
been designed to respond to the needs of the growing child. Crocodile Creek has redeveloped its puzzle ranges providing jigsaws presented in three different packaging styles: classic square boxes, carry along suitcases and 3D boxes for children from three years old. The puzzles focus on stimulating imagination and curiosity through rich designs and educational backgrounds. Rubbabu adds to the 2010 puzzle lines with some 100 per cent rubbery, indestructible and soft velvety touch shape sorting puzzles.
SMIFFY’S Last Spring Fair, Smiffy’s showcased an array of new lines suitable for both children and adults. The firm displayed them on its stand where customers were able to walk through each new range, with plenty of opportunity to discuss anything with the sales team. Lines in the licensed ranges
5E04/F05 were popular and the firm hopes this year won’t disappoint. Spring Fair is also an opportunity for Smiffy’s established customers to meet their own customer sales advisors and discuss new ranges. All customers will work with personal customer sales advisors.
SHOW GUIDE SPRING FAIR
This is the first time Grossman will be exhibiting in Hall 5 at Spring Fair. The firm has extended its licensed range, making a more exclusive line than in previous years. Grossman now holds a range of licences including Ben 10, Hello Kitty, Sponge Bob, Sylvanian Families, Littlest Pet Shop, Bakugan and Transformers, covering a whole range of items from 99 pence to £100. Also brand new for Grossman is a range of official Royal Air Force Gliders, retailing from 99 pence upwards. The Grossman toy range has products to suit all trades including wholesale, toy shops, gift shops, card shops and more. The series includes scooters, tents, sleeping bags, balls, gliders and a varied pocket money range.
CIRCA CIRCA Circa Circa, the publisher of About Time, is looking forward to Spring Fair, with German and US editions of the game both performing well. The Brighton–based games company is now set for the launch of its new travel game. The company expanded into the USA and Germany during 2009, with new international editions, while its Guardian Edition is back as a Reader Offer following its launch in 2008. In America, bookstore chain Barnes and Noble commissioned an exclusive USA Edition, which was launched in November. In Germany, the Die Zeit Edition of About Time is receiving five star reviews. It is available through the online store of the weekly broadsheet, and through major retailers including bookchains Thalia and Hugendubel. At Spring Fair, Circa Circa will launch its travel game, taking About Time’s trivia and time travel combination to a new level.
5H40 Working with several media and content partners, the firm will add a range of co–brands for the new game. It contains all the elements of the classic About Time game, spiced up with iconic, nostalgic imagery in a pocket–sized pack. To cope with expanding sales, Circa Circa appointed two new sales executives at the end of last year – business award–winner Claire Harrison and Anik Kurkijan, formerly in marketing for Unilever.
FIESTA CRAFTS 5A59
New for 2010 are two magnetic Doowell Colour–in Play Scenes: Knights and Dragons, and Princess. Both feature magnetic double–sided playboard and over 50 colour-in magnetic–paper character and story pieces cut from exclusive special paper that sticks magnetically. The pre–cut pieces are ready for creative colouring, adventure play and story telling. They pack neatly away inside the magnetic board making them an ideal holiday travel companion for children aged three and over.
SHOW GUIDE SPRING FAIR
There are plenty of new additions to Brainstorm’s The Original Glowstars Company brand. Bring the stars and planets into your room with Deep Space Home Planetarium and Projector. Use the home planetarium to project hundreds of stars onto the ceiling and then watch as the galaxies rotate. Turn the unit over and then use the projector to explore 24 different space images. It also has glow in the dark highlights. The handheld Astor Projector Torch has three domes to project different space patterns onto your bedroom walls. Choose from stars, planets or spacecrafts and then watch as the body of the torch glows in the dark. Construct your own planet mobile with Glow Solar System or add glow in the dark highlights to pictures with
My Very Own Fairy Light allows girls to create their own light to hang on their bedroom wall. This 3–in–1 kit allows them to create a light up fairy wand or a glowing rose ring. Girls can also create ornaments with Paint Your Own Porcelain Trinket Box and Paint Your Own Porcelain Mini Shoe Vase. The Spy Science Alarmed Safe Money Bank kit features a secure digital lock and alarm buzzer. Building on its Green Science range, 2010 sees the firm introduce some new kits teaching youngsters the value of
glow in the dark Pens. Pink Glitter Stars are ideal for girls’ bedrooms. Hannah Montana is a new addition to Brainstorm’s Glow 3D range. 2010 sees Brainstorm adding licensed metallic stickers and foam room decorations, complementing its existing range of room accessories. Stickers feature Hello Kitty, Hannah Montana and Jonas Brothers. New additions to the Zipbin brand include a range of large and small playmats. Themes include space, dinosaur, farm, road and wild animal. Large play mats are double–sided for extra play value. All play mats include two toys and are supplied in counter top or floor standing displays. Also on display will be new science products from Smartlab and additions to the Star Wars Science range.
recycling as well as discovering scientific facts. The Green Science Dynamo Robot kit throws out the batteries and shows children how to turn everyday household items into a robot powered by a hand driven generator. Alternatively there is the Green Creativity Plastic Bag Monster kit which will turn plastic bags into monster puppets, while leftover bottles can be transformed into a light with the Green Creativity Recycled Bottle Light kit. These are just two of the environmentally friendly craft projects on offer from Great Gizmos this year.
CASDON TOYS 5E51
RICHARD EDWARD 5E71
Casdon Toys is returning to Spring Fair after a number of years away and a great 2009. Casdon is known for quality role–play toys and replicating the adult world. Children want to copy what their parents do and therefore generally enjoy role–playing. Whether it be the Dyson DC14 replica or Little Henry and Hetty vacuums, children can follow their parents around pretending to clean up. For the more culinary minded child, Casdon offers a Hotpoint branded cooker and washer and a George Foreman Grill replica. Casdon’s classics such as the Sweet Shop and Post Office sets had record sales in 2009 and show no signs of decline. Continuing with the shopping theme, Casdon Toys tills still sell well, whether it be the Mini Market Till or Chip & Pin Till. The tills can be complemented by an array of play food that Casdon offers, including recognisable brands such as Birds Eye or Baxters tins. New for 2010 will be more role–play ideas including the Sat Nav Steering Wheel, a Henry and Hetty Cleaning Trolley concept and a new fruit and vegetable basket.
GreenCards are playing cards created using original illustrations and claim to be the first cards made from one hundred per cent sustainable and recycled materials. Shortlisted for the 2009 Gift of the Year Awards, the playing cards feature unique court card characters. From the aristocratic chic of the Queen to the suave charm of the Jack, the cards are creating a global card game renaissance. GreenCards are made by a company called RedWood Cards, the retail arm of Richard Edward – the UK’s only remaining manufacturer of games cards, trading cards and playing cards. The company has been working in fully integrated games card manufacturing for over 30 years and produces card–based products for toy and games brands such as Winning Moves, DeAgostini and Hasbro.
TANTRIX The latest addition to the Tantrix family of award–winning puzzles and games will be Tantrix Match, a new set of puzzles to be launched at Spring Fair. The range combines the spatial challenge of Tantrix with the deductive logic of puzzles like Sudoku. The set comes boxed with 12 puzzle cards, an oval tray to play on and 13 tactile tiles.
5B25 The aim is to complete each challenge using the clues given on each puzzle card, while ensuring that all touching colours match. When not in use, everything can be stowed away neatly inside the tray, making Tantrix Match ideal for travel. Additional sets of puzzle cards at different levels of difficulty will be available to extend the set.
SHOW GUIDE SPRING FAIR
MANHATTAN TOY 5E48/F49 Manhattan Toy will unveil its biggest ever product launch at Spring Fair 2010. The firm will introduce new ranges, expand on its classic collections and bring back old favourites. Manhattan Toy and Jim Henson Productions have teamed up to create a range of plush and puppets based on the Fraggle Rock TV series. FuzzyNation’s collection of top pedigree pooches are dressed in on–trend outfits constructed with garment–quality fabrics. The range includes poochie bags and plush. With three themed developmental collections for baby – Little Bloom, Snuggly Space Friends and the Buggybu knit collection, and with additions to the high contrast black and white Wimmer Ferguson range, the Manhattan Toy baby range is also expanding. The latest Groovy Girls offering includes special edition Theme Dolls, an enchanted princess and her knight, dragon and castle and life–size outfits for girls to dress up and pretend to be a Groovy Girls character.
Coiledspring is launching two new titles from Gigamic. Wazabi is a madcap dice and card game and Rok is a fast furious rock throwing game. Rok roadshows are taking place at retailers around the country. From Gamewright, the firm is offering the hula–hilarity of
Ringo–Flamingo and the brainstorming Funny Business. Drago is new from Tactic and the simplest description is shove ha’penny with dragons. Find out more at Spring Fair. With more floor puzzles, jigsaws, poker and craft. The firm believes it has something for every retailer.
TAPBALL UK 5B41
Tapball UK was formed in early 2007 and has continued to grow. The main product, which actually initiated the company is the unique patented Tapball, available in some of the leading licences. These include Disney, Warner Bros, Marvel and Hello Kitty. It features characters including Mickey, Disney Princesses, Winnie the Pooh, Spider-man, Hello Kitty and Tweety among others. The firm also distributes a range of other licensed products, including the Megaball, Magic Wand, Inflatable Characters, Lenticular Windmill, Punch Balloons and Foam Balls. New for 2010 are a number of new licences. A deal with Nickelodeon will see the addition of Dora the Explorer, Go Diego Go, and SpongeBob Squarepants products for distribution in the UK. As well as licences, Tapball will be launching new products. These will include inflatable characters of Minnie Mouse, Donald Duck and an improved Hello Kitty.
SHOW GUIDE SPRING FAIR
STEPPING STONES MARKETING
MERRYTHOUGHT Stepping Stones Marketing is the exclusive UK distributor of educational puzzle, game and toy brands, Mudpuppy and eeBoo. Since its launch in the UK in 2008, it has 200 product lines available. The ranges include floor puzzles, puzzles in exclusively designed tins, play scenes with reusable stickers, family games, bingo, memory games, flashcards, sketchbooks and crayons. At Spring Fair, over 40 new product lines will be available to view including
additions to the Magnetic Dress–up range. All orders taken at the show will receive a five per cent discount. The firm is also strengthening its ranges by distributing a new line of Tell Me a Story magnetic sets in conjunction with Craftpacks Educational Supplies, which features nursery stories. These sets include magnetic pictures and words which can be used by children and parents to encourage reading skills.
2010 marks Merrythought’s 80th anniversary. Throughout these years, the firm has been making mohair and plush handmade teddy bears. Even to this day it still makes every bear by hand in England using the same techniques and skills that started it all off on September 10th 1930. The 80th anniversary catalogue range will have its first showing at Spring Fair and will be filled with some of the more classic creations from Merrythought’s pattern archives, some of which have
5C43 never been seen before along with the classic Cheeky, Punkie and bears. Visitors to the stand will also be able to see some of the bears being handmade throughout the show and see just how much care and detail goes into each creation. One of the helpful and talented staff members will let you have a go at finishing a bear yourself if you are feeling brave enough. Also, if visitors have any ideas for its business, the firm offers a full bespoke service.
MOOKIE 5D72 Mookie will be at Spring Fair showing its 2010 range of outdoor products, from the new Toymonster wheeled collection, smash, play houses, play balls, Soccer Swingball & Parasol range, Peppa Pig and Scuttlebug. Spring Fair will see the introduction of the Createaway and Tailball brands. Mookie has designed Createaway based on sand and water play. The all in one play–sets fold up making them easy to assemble and store. Each play–set comes with accessories and features and is suitable for ages three and over. Available with or without the UV protected sunshade. Tailball is the new range from the makers of Swingball. Designed as a progression to shuttlecock play, each item features the Tailball streamer, which slows and stabilises flight. Each Tailball is available in two sizes; light and extreme. 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 Scuttlebug from Funtastic is a folding tricycle that appeals to children aged one to three years. The inspiration is from real insects. With its three–step folding action, the range is available in six characters. Mookie also has the distribution rights for Toymonster. UrbanX is the new range of safe children’s bikes, carts and cars. The range will be on the market for spring/summer 2010.
UNIVERSITY GAMES University Games will be showing a full range of pre–school, children’s and family board games plus jigsaw puzzles, the Great Explorations range and will be re–introducing Hoberman Spheres to the market. There are new additions to the range of Travel Game Tins, so the
5A46 range will now have something to appeal to everyone. New for 2010 is new strategy board game, Callisto, which is deceptively simple but has hidden strategic depth as well. The novel tubular game Findit and the magnetic game Jishaku are more
new items to see on the stand. There are three new Gruffalo products which will be tremendous sellers based on the heels of the TV animation and follow up DVD. Finally, wooden games in the Front porch Classics range will be shown, including the new item, Fish Bait.
TOY FAIR 2010 PLANNING
With the return to West London, the signs are that 2010 could see Toy Fair returning to its best. Samantha Loveday speaks to event manager Simon Pilling about the relocation to Olympia and his predictions for the gathering...
“WHEN YOU walk through the doors into the Grand Hall, you’ll know you are at Toy Fair,” says event manager Simon Pilling of new venue Olympia. There’s no doubt that 2010 will be a big year for the Toy Fair. The 2009 downsized gathering at ExCeL, while seen as worthwhile by exhibitors and visitors, only served to underline the fact the venue wasn’t really working and a change was desperately needed to secure the fair’s future – something brought home by the cheers that greeted the announcement of the venue change and shift in dates at the TRA Awards. It seems to have worked, too. At time of writing, the event was almost sold out – with all 39 places in the Greenhouse area already taken up. The event received another boost when Tomy confirmed it was returning. “The move to Olympia will enable us to secure a more appropriate space and stand structure,” Joanne Gray, head of European marketing, said of the firm’s decision. “Attendance makes more commercial sense for us for 2010.” The exhibitor list is certainly healthy, with big names such as Bandai, Character Options, Drumond Park, Golden Bear, Hasbro, Halsall, Leapfrog, Ravensburger, Spin Master, Vivid and Winning Moves among those pledging support for the new venue. Notably, the percentage of exhibitors showing in 2010 that didn’t exhibit in 2009 stands at 36 per cent (at time of press) and is estimated to exceed 40 per cent.
PILLING: “The structure of Olympia lends itself to a truly great experience”
which is an amazing achievement in such a difficult climate.” As at the beginning of November, pre-registered visitor figures were also up 23 per cent year-on-year and Pilling points out that every effort is made by the team to ensure that exhibitors are seeing the right people. “Toy Fair is run by the British Toy & Hobby Association – on the whole our members are our exhibitors and vice versa,” Pilling explains. “We are overseen by a Toy Fair committee
As an association, we feel it is the quality and not necessarily the quantity of visitors that is important to the show. Simon Pilling, Toy Fair “The stunning structure of Olympia lends itself to a truly great experience,” Pilling continues. “The exhibition will be beneath a magnificent recently repainted roof, bathing the products on display in natural daylight. Importantly, it also offers the buyers who perceived ExCeL as too far from the centre of London, a chance to return to Toy Fair now that it has returned to the West End. “The move has obviously been the correct one judging by the way exhibitors are booking space. I can say with almost certainty that the Grand and West Halls will be completely sold before the year is out,
(made up of a selection of exhibiting members) and a council (many of whom also exhibit). Toy Fair receives feedback directly through these members and has to account to these groups for everything to do with Toy Fair, including visitor numbers. “The reason the numbers are not released to the media is that, as an association, we feel it is the quality and not necessarily the quantity of visitors that is important to the show. We scrutinise our pre-registered visitors to ensure only the media receive media badges, and only the buyers are presented with buyers badges, and that the quality of visitors is maintained.
“As long as our exhibitors are seeing the right people it will give them the best return on investment. Doubling our numbers with time wasters really helps no-one. “I don’t doubt that the 2010 stands will certainly follow the creative flair of previous years, if the rumours and preliminary designs are anything to go by – but we invite you to come and see for yourself.”
NEED TO KNOW: OLYMPIA Opened in May 1884, Olympia plays host to a mixture of trade, consumer and entertainment events. These range from the likes of Toy Fair and Channel Expo, to The Diet and Fitness Show, The National Wedding Show, through to such events as Who Do You Think You Are Live and the London International Horse Show. The immediate area is well served by a number of pubs, bars and restaurants for those looking for somewhere to go after the show, with the Hand and Flower and The Albion being particularly close by. Those venturing a little further afield will find ample venues to choose from on Kensington High Street and Westfield Shopping Centre. Getting there is easy, too, with Kensington (Olympia) station next to the venue. This is served by District Line tubes, plus direct train services from Clapham Junction, East Croydon, Watford Junction, Willesden Junction and Stratford. For further details on Olympia, where to go and where to stay, visit www.eco.co.uk.
TOY FAIR 2010 PLANNING
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
EXHIBITOR 3L Plentyplay ApS Aurora World Bandai Barnardos Bigjigs Toys Bladez Toyz Bluw Bontempi Spa Brainstorm British Toy & Hobby Association Bureau Veritas CP Services Carta Mundi Cassidy Brothers Character Options Cheatwell Games
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
TOY FAIR 2010: THE FACTS WHEN: Tuesday January 26th to Thursday January 28th 2010 WHERE: Grand Hall, Olympia, London TIME: 9am â€“ 6pm WEB: www.toyfair.co.uk
STAND H49 H105 F66 G50 H39 H19 B85 F86 D2 B19 G29 H1 E30 E119 F26
Cheeky Rascals Click Distribution Corinthian Marketing Crazee Thingz Creativity International Cuckoo DKL Marketing Drumond Park Dubreq Earlybird Toys Ernest The Bear Productions Esdevium Games ALF ta/ Family of Fun Fiesta Crafts Flair Leisure Products
H46/47 H30 B149 G46 F105 G36 C59 B155 B99 B60 F106 E109 H25 F65 E49
Flashcups Funtime Gifts James Galt & Co GB Eye Gear for Games Getretro.co.uk Golden Bear Products Gosh International Great Gizmos Green Board Game Company H Grossman Haba Halilit (Marnita ) Halsall International Hasbro
STAND B95 H15 E9 F2 E16 G16 E69 B109 F90 E15 E39 F16 E90 B100 E120
EXHIBITOR Hive Entertainment Hobbygames Hong Kong Orange Elephant Co Imagination DVDI IMC Toys Injusa Inspired Gifts & Toys Intelligent Retail Interplay John Crane Jumbo Games K-Play International KidKraft Netherlands Theo Klein Paul Lamond Games
STAND H95 F36 E86 E110 E135 F89 B136 H40 E99 E20 E40 H96 F49 G15 F69
TOY FAIR 2010 PLANNING
Exhibitor list & floor plan 2010
EXHIBITOR Le Toy Van Leapfrog Toys Learning Resources Lego Company Lema Publishing Little Star Creations Meccano Toys Melissa & Doug Mookie Toys Music Box World Music Sales Group NATLL NPD Group Orchard Toys Padgett Bros (A to Z)
STAND E10 B50 F20 B70 E1 D16 B150 F40 E149 H89 B16 H90 B15 B12 F15
EXHIBITOR Papo Playgro Playmobil Pocketbond/Toyway Press Office The Puppet Company Rainbow Designs Ravensburger RC2 Re:creation Group Red-Toolbox Relaxation Zone Revell Richard Edward Robbie Toys
STAND G40 H47 G120 H22 A36 B75 E125 B156 F70 B130 H86 D160 G130 D100 F89
EXHIBITOR Rolly Toys Sakar International The Sales Partnership Schleich Seager Games (SG ) Simba Smoby Toys Spin Master Toys Star Images Tarema formerly Red Robin Toys The In Thing TKC Sales Tomy Top Century Enterprises Toy Brokers ToyNews
STAND F89 G35 E50 B121 H85 E140 E129 D11 F30 F50 B49 E156 H36 F110 E2
EXHIBITOR Toy Retailers Association Toy Ventures Toymaster Treasure Trove Toys Ultimate Products University Games Vivid Imaginations Wicked Vision Wild and Wolf Wilton Bradley Wind Designs Winning Moves Wishbone Worlds Apart Wow Toys
STAND H20 H52 LR G10 G129 F10 E130 E106 G30 E89 H102 F109 H46 B40 F85
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BTHA unveils 2009 Toy Retailer Awards finalists THE BRITISH Toy & Hobby Association has announced the shortlist for the Toy Retailer of the Year Awards 2009. Nominations were invited from BTHA members and toy agents and
stores were also permitted to self nominate. Shortlisting was led by the BTHA Council. The winners will be announced at the annual Toy Industry Awards at Banqueting House in London on
Hero Product Page 54 Spongebob Squarepants is our hero this issue…
January 26th 2010. The gala dinner is organised by the BTHA in association with the TRA (Toy Retailers Association), which will present its Toy Supplier Awards 2009 on the same evening.
THE SHORTLIST IS: Small Independent Toy Retailer of the Year:
Online Toy Retailer of the Year:
• Imagination • Moons Toymaster • Mulveys Toymaster • William and Griffin Ltd
• Amazon • Argos • The Entertainer • Littlewoods Shop Direct • Treasure Island Toys
Toy Catalogue of the Year:
This month’s retail charts feature Play.com, Amazon and Toy Shop UK…
Large Independent Toy Retailer of the Year: • Conways Toymaster • Kids Stuff (Ucklfield) • Midlands Co-operative Society • Stewart Miller
• Early Learning Centre • The Entertainer • Littlewoods Shop Direct • Toymaster Group
National Multiple Toy Retailer of the Year: • Bentalls Kingston • The Disney Store • Early Learning Centre • The Entertainer
Toy Retailer (Grocer) of the Year: • ASDA (Head Office) • Tesco (Head Office) • Waitrose (Bracknell)
New products Page 52 On their way are offerings from Britains, Hy-Pro and Schleich …
Hamleys opens Glasgow store HAMLEYS HAS kicked off the opening of the £100m extension at Ivanhoe Cambridge’s St. Enoch shopping centre the second Hamleys store in the UK is a 30,000 sq ft unit. The store was opened by chief executive Gudjon Reynisson and Claude Dion, of centre owners Ivanhoe Cambridge. Hamleys’ Glasgow events and marketing co-ordinator Grant Yuill said: “We are not just bringing London to Scotland. Everything inside the store is bespoke to the city. The Hamleys Bear, for example, has
been kitted out with a red mac because it rains so much here. “And above all the shelves, there is a cartoon mural of the Glasgow city skyline, with the science centre and
the Kelvingrove, and the arms of the shelves are shaped like the armadillo. Alasdair Dunn, chief financial officer at Hamleys, said that Glasgow’s position as the second best retail destination in the UK was vital to the company’s decision to move there. He added: “Expansion plans depend on opportunity and this is a great opportunity for us and is very positive that we’re able to open a store and bring over 60 new jobs to Glasgow in the current climate.” Hamleys: 0871 704 1977
Events Page 66 Turn to page 66 for a round-up of the toy industry’s events calendar…
HIGHSTREET COUNTER INSURGENT Dispatches from the retail front line... All the talk of toy shortages is leaving most of us a little puzzled, as other than Hamsters we seem to be getting stock (okay, Lego is a problem, but at least we are getting something). I’m always one who believes that undershipping the marketplace isn’t a disaster – the interest on a good toy will still be there in January and helps with footfall in those quiet two to three months at the beginning of the year. What is causing the odd panic is that so many deliveries are now booked in as pallets. This causes a scramble to the phone to find out what’s on the way, and if the computer or operator has managed to add a few noughts to everything you’ve ordered. I don’t know if the pallet rate has dropped, but I had a
shrink-wrapped pallet with six boxes on, delivered this week. These boxes were small and light enough for me to carry in one go. All I know is we end up with a pile of pallets that noone seems to want. Bonfire night is still 11 months away and the stack looks like a game of Jenga. We used to have a guy come round every few weeks to take what we had. Sometimes, if they were good pallets, we used to get money for charity for them, now we have to pay for them to be taken away. I did think about painting them all blue and phoning CHEP up, but it seems to have lost interest in the pointless task of logging where its pallets are. Maybe a good cold winter will help get rid of some. We could run a promotion – ‘buy a sledge and get kindling wood to warm yourself up for free’. It would make more sense than some of the promos I’ve seen this year.
I feel the ‘all toys’ promos are misleading and damaging to the brands and ranges they’re offered on. It is good to see the promotion season has started. Any toy retailer worth its salt will know the ranges and lines that have been ‘set up’ for promotion. I was concerned that certain suppliers would be giving in more to make up
for Woolworths, and not helping by screwing the perceived value of a toy. Don’t get me wrong, there are still plenty of deals out there, but... I still feel the ‘all toys’ promotions are misleading and damaging to
the brands and ranges they are offered on. It is often a very limited range, but it is the magical word ‘all’ that draws consumers into thinking they can go into any toy store and get a price match on anything and everything. My biggest problem with these types of promotion has always been the message it sends out – these toys are overpriced so we feel we have to offer a saving. Please, someone explain to me how that is good for a brand or manufacturer?
PRICE CHECK: JANUARY 2010
Kidizoom digital camera (blue) Vtech
Tickle and Giggle Fifi Vivid
Battle Strikers Dragonblaze Starter Set Mega Brands
HM Armed Forces Night Vision Goggles Character Options
Harry Potter Scene It second edition DVD game Mattel
CHART DATE 1/12/09
Go Go Pets Hamster
20Q Version 2
Original Rubik’s Cube
Pass the Pigs
Tension The Zany Crazy Naming Game
Toy Story Andy’s Toy Collection Buzz Lightyear
The Entertainer Character Options
Nerf N-Strike Havok Fire EBF-25
Sylvanian Families Lakeside Lodge
Girl Tech Stylin’ Studio
Kidizoom Camera Blue
Jolina Ballerina 34cm Doll
FurReal Friends – S’Mores Pony
Disney Club Penguin Igloo Play-set
Belling Foldaway Kitchen
10 Crayola Glow Station
10 Pictureka Game
CHART DATE 1/12/09
Spongebob Squarepants 3D Top Trumps
Waybuloo Nok Tok plush
Where’s Wally Wild Wild West Jigsaw
Gogo’s Crazy Bones Top Trumps
ITNG: Iggle Piggle Toothbrush and Holder
CHART DATE 1/12/09 Hasbro
Mail Order Express
CHART DATE 1/12/09
Academy Desk and Chair
4-piece Wild Animal Set
Farm Mega Set
Paul Lamond Games
Golden Chocolate Coin Maker
New Bop It
Monopoly City Edition
Fireman Sam Desk and Stool
Ben 10 Alien Force Laser Set
Venator Class Republic Attack
Waybuloo Peek and Pull Lau Lau
Fireman Sam Helmet with Sound
10 Crayola Bouncing Butterflies
Toy Shop UK
Martin Yaffe Toyway
John Adams Hasbro Martin Yaffe Lego Martin Yaffe
10 Jet Plane
CHART DATE Nov 2009
Go Go Hamsters
Hot Wheels Basic Car
Matchbox Basic Car
Mini Lying Animals
Mini Cuddle Animals
Bean Bag Baby
10 Play Doh Tub
Cardinal Games HK City Toys Hasbro
Marbel unveils new Plan lines Over 20 new pre-school items due for launch in 2010 ● Other ranges also boosted… MARBEL WILL be launching over 100 new products in the first quarter of 2010 from the Plan Toys, I’M Toys, K’s Kids, L’atitude Enfant, Eitech and George Luck ranges. Over 20 new pre-school products from Plan Toys will be launched in 2010. All the products have been designed to be fun to play with, educational and safe. The objective of the Eco Recycling Game is to be the greenest player. As players move around the board and collect the recyclable rubbish, they
need to get it back to the recycling point as quickly as possible. The game helps to develop children’s environmental awareness and social skills.
The Plan City Eco Town will be extended with the inclusion of the Recycling Truck. The product includes the truck, a play figure, recycling point and sign. The Eco Town is a collection of several products that can be bought individually or as a complete package. It features an Eco Home, Eco Train Station and Train, Eco Charging Station, Eco Vehicles, Eco Street Lighting, Recycling Truck and a Play Mat, retailing at £69.99. Marbel: 01208 873123
Schleich adds plane to Wildlife range TO EPITOMISE the adventurous nature of the Wildlife collection, Schleich is launching a new item. The Schleich Plane is designed to connect one land of figures with another. The new product portrays the type of traditional fixed wing prop-
World Cup fever hits Hy-Pro HY-PRO INTERNATIONAL is celebrating England’s qualification for the 2010 World Cup by releasing its largest ever range of official England merchandise, all of which will be hitting shops in time for the championship. Hy-Pro has a decade of experience in producing official England fan product. The new line-up includes stitched footballs in a variety of designs, rubber playground balls, PU foam and stitched foam mini balls, as well as an array of water bottles, wristbands, shin guards and numerous other football accessories. In addition, fans will be able to buy a variety of flags, four different football goals and inflatable chairs in a range of shapes and designs. Hy-Pro: 01582 670100 JANUARY 2010
plane that is commonly seen in the widest regions of Africa, the Australian outback and the planes of Argentina. The Schleich plane comes with a pilot and has cockpit doors, a freight bay and an engine compartment among other features. Schleich: 01279 870000
12 new models for Britains BRITAINS HAS unveiled its new spring 2010 collection. Produced in 1:32 scale, the die-cast miniatures each receive the Britains stamp of quality and realism. Spring 2010 brings the launch of 12 new models to add to the 1:32 scale tractor range, including additions to the Massey Ferguson, Case, John Deere and New Holland factions. Highlights of the season’s offering include the John Deere 8295R and 8345RT Tractors, retailing at £17.99 and £18.99 respectively. A new Massey Ferguson 7480 Tractor (£15.99) and Case IH Puma 225 CVX Tractor (£15.99) have also been reproduced to deliver all the detail of the original. In 1:32 scale agricultural vehicles, Britains has three new items: the New Holland CX8090 Combine Harvester (£34.99); New Holland BB9080 Big Square Baler (£19.99) and the Case IH 8120 Combine Harvester (£34.99). RC2: 01271 336155
Dominoes gets updated WORDINOES is a new word dominoes game designed for three to six players aged eight and over. Instead of matching numbers, players take it in turns to match Wordinoes by making new words or phrases, word association, pairing opposites and by using rhyme. Each set contains around 100 Wordinoes inside the purple drawstring bag. Similar to number dominoes, all that is needed to play is a table, making it an ideal as a family or travel game. The name and game concept for Wordinoes was first conceived in 1993 when the British inventors realised that whilst the ubiquitous domino had metamorphosed into numerous game varieties, they all used numbers and nobody had conceived a dominoes game where words are matched. Wordinoes was first produced in English. German and French versions are being developed and other languages are planned for 2010. The game retails at £19.99. Wordinoes: 01258 830095
John Hornby Skewes Spongebob Real Musical Instruments Anyone from JHS will tell you that these products are not mere toys, but real musical instruments. However, the SpongeBob livery and competitive pricing also make them excellent children’s gifts and a good addition to any licensed toy product range… THE RANGE launched with the SpongeBob Electric Guitar outfit featuring a 7/8 size guitar with a micro-amp, lead, strap, plectrum and carry bag plus a tuition DVD. The SpongeBob Ukulele outfit, which includes a uke pitch pipe, carry bag and pick, arrived at the same time. Added later was a ¾ size guitar with an inbuilt amp and speaker powered by a 9V battery and featuring punky-style graphics plus all the aforementioned accessories. Full-sized electric guitars were introduced earlier this year. The addition of a miniature three-piece drum kit really broadened the range. Featuring a 12” x 10” bass drum, tom-tom, snare drum, cymbal, stool and drum key replete in the trademark SpongeBob yellow graphics. SpongeBobdecorated drum-sticks are also available. The latest additions are all percussion items – a tambourine, egg-shakers, mini-bongos and maracas. Also available is a Shaker Pack with a tambourine, maracas and egg-shakers. Such has been the success of the range it picked up an accolade at the Licensing Awards. Clair Piggott, vice president of consumer products, Nickelodeon UK, was glowing in her praise: “The SpongeBob SquarePants licensing programme is a real focus for Nickelodeon and Viacom Consumer Products, we work hard with our licensees to build the brand and create quality product ranges. Our relationship with John Hornby Skewes produced a groundbreaking range of real musical instruments of which we can both be truly proud.”
Range Info: PRICE RANGE: £7.99-£159 CONTACT DETAILS: Phone: 0113 286 5381 www.jhs.co.uk/spongebob.html
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CAMBRIDGE BRAINBOX has been producing electronics kits for over five years. The original range have now been upgraded. The kits are designed around the Science National Curriculum so are suitable for use in schools or the home. All the parts are mounted on brightly coloured plastic modules which fit together with simple press studs on a baseboard and can be used over and over again. Circuits are formed in straight lines making it simple to follow the flow of electricity around the circuit. If mistakes are made, it only
takes seconds to rebuild the circuit. All parts are colour coded and numbered so kids of all abilities can build the circuits. Kits are available for age ranges from eight to 14 years-old. With adult supervision, some can be used with much younger children. A manual is provided containing plenty of detail on how to build the circuits and about how the projects work. National Curriculum worksheets are included as are notes for parents and teachers. The range starts with the Primary 2 kit aimed to give an
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01462 446 040 NEW FOR autumn 2009 from The Puppet Company is the Puppet Monsters collection consisting of lots of scary monsters in bright and colourful plush. Each of the monsters is over half a metre tall and features a loud air-filled squeaker and fully working mouth. They are big, hairy and scary – just like any monster should be. The Puppet Company also
designs and imports over 750 different puppets including finger, glove and full bodied. The firm supplies traditional toys with a modern twist, which are expertly made using high quality materials. Each of the puppets is designed in the UK by an inhouse team of designers and the range is sold in garden centres, toy shops, gift shops and zoos around the world.
The firm claims that its puppet collection is the largest in Europe. To get a flavour of what The Puppet Company offers please visit its website or email the company for a copy of its latest product catalogue. Have a puppet – have fun. For more information: Tel: 01462 446040 www.thepuppetcompany.com
understanding about what electricity is and how it works and progresses through Primary Plus 2, Secondary 2, Cars and Boats 2, Sensors and Alarms and Explorer 2. The Secondary 2 and Explorer 2 kits now include software to simulate an oscilloscope so that the electrical wave forms can be seen. Full details of the range can be found on the website along with pictures and videos of the kits. For more information: Tel.: 01279 821247 www.cambridgebrainbox.co.uk
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Celebs turn up for Turner event, two silly cows, and a World Cup bid from John Adams…
STARS OUT FOR BEN
BGT winners Diversity, put on a special display.
Turner had a celeb-filled launch for its new live-action film Ben 10: Alien Swarm at the Unicorn Theatre in London. Host for the day was Strictly Come Dancing judge Alesha Dixon and there was a special performance from Britain’s Got Talent winners Diversity. The cast of the film were also present and also in attendance were Eastenders stars Patsy Palmer and Samantha Janus and rugby star Lawrence Dallaglio. The event also featured Ben’s 10 awards - the culmination of a digital campaign which invited kids to upload videos or photos of themselves performing cool tricks with the best rated entries earning invites to this special event. On the day, 10 kids were presented with awards and became the first ever Ben’s 10 team, and have since featured on-air on Cartoon Network and in the Ben 10 magazine.
BACK BRUNO’S WORLD CUP BID In January, John Adams and Toy Brokers are relaunching a table top football game called Total Action Football. As it is World Cup year, it was decided, a special gift to the consumer, to include a World Cup Song CD. And that’s where sales director Bruno Gallone comes in. In his spare time he is a singer/songwriter and had a little bit of success with a song called Forever England, during the last World Cup (appearing on TV a few times performing the song, as well as receiving national and local radio play). Along with colleagues Russell Clarke (drummer) and Matthew Parlett (guitarist) he has now recorded Be The Best under the moniker The Toyz. Bruno is now going to release the song on the Perry Road record label with all the monies going to children’s charities chosen by the BTHA and The Fence Club. Excluding the record company expenses, distribution cost, putting the song on
iTunes, Amazon etc, He estimates this to be a min of 50p out of every 79p. He is now in discussions with both the BTHA and The Fence Club and is hoping to give a copy of the CD to everyone at the two BTHA and Fence Club dinners in January and also say a few words about the song, with the intention of promoting the charity aspect. He told ToyNews: “If we set a launch date for the song to be released, i.e April 12th, I would like as many people in the industry, their family and their friends to download the song as many times as they can afford to do during that week. “Not only could this raise money from the industry but if the number of downloads were significant, it would result in national radio play/ publicity – this would give the song a momentum of it’s own, getting more downloads and raising even more money for the children’s charities. “I really think this is a big opportunity to raise a
great deal of money to help benefit so many others.” So, there you go. We’ll keep you posted on his progress and news of how you can get hold of the song.
IS THIS THE MOST POINTLESS CAMPAIGN EVER? In an age where illegal, immoral wars are being fought in our name, where corrupt bankers can hold a country to ransom, the electorate more concerned with voting on reality shows than on issues which affect real lives and the disastrous effects of global warming are beginning to be seen and felt right here in the UK, surely the most pressing issue for all of us is what colour toys kids play with? Certainly, this is the battleground upon which to plant our flag and make a stand is it not? Well, one such crusading group has done just that. Pinkstinks is a campaign against the ‘pinkification’ of girls toys, and is calling for a Christmas boycott of the Early Learning Centre, which it deems to be one of the worst offenders of this crime against humanity. The campaign is the brainchild of Emma and Abi Moore, who founded it in 2008 after comparing the products available for their children on the High Street. The pair says the ELC became Pinkstinks’ primary target after reading its mission statement. Their argument is that while toys for boys encompass every avenue imaginable - construction; science; adventure; role play; physical and educational – in the socalled ‘pink alleys’ of toy stores choices for girls are much more limited – and limiting. Now, none of us want to see gender stereotyping of course. If a lad wants to turn up to school dressed as Angelina Ballerina why shouldn’t he? Perfectly normal isn’t it? But, perhaps these two should just stop wasting people’s time and get back to watching Strictly.
WBCP HOSTS FEB EVENT Warner Bros is hosting An Evening with Warner Bros. Consumer Products during the 2010 Nuremberg Toy Fair. Taking place on the evening of first day of the show, Thursday February 4th, at the Grüne Halle Fürth, the event will reveal the latest studio news from WBCP executives and a host of favourite Warner Bros. characters in the Warner Bros. Wunderland Transport will be provided from Nuremberg Toy Fair at 5.30 pm prompt. Pick up point will be sign-posted at the Fair. Return transport to Nuremberg City Centre will depart Grüne Halle Fürth at 10pm. The event is invitation only. Contact your local WBCP rep for further information.
MY No.1s Stephanie McLernon-Davies, 3rd & Bird Brand Manager, BBC Worldwide Number one album: Anything Brandon Flowers puts his name to. -----------------------------------------------------------------Film: Twilight - what girl wouldn't want to be bitten by Edward Cullen? -----------------------------------------------------------------------------Book: The Island by Victoria Hislop was brilliant. -----------------------------------------------------------------------------TV programme: 3rd & Bird, of course. Or Family Guy or Gavin & Stacey for something a little more mature. I'm a bit of a comedy junkie. -----------------------------------------------------------------------------Comedian: Billy Connolly - especially his purple goatee era. -----------------------------------------------------------------------------Magazine: ToyNews, obviously. -----------------------------------------------------------------------------Holiday destination: The six months I spent in South America was phenomenal, finishing off in Rio for the carnival. -----------------------------------------------------------------------------Pet: A rescued cat called Baloo, named because of his huge belly. ---------------------------------------------------------Number one single when you were born: Call Me, Blondie. ----------------------------------------------------------Hero: She-Ra -----------------------------------------------------------------------------Way to spend a weekend: Red wine and lie-ins. -------------------------------------------------------Game/toy: Twister ------------------------------------------------------Tipple: I'm very into vodka and ginger beer at the moment. Sounds odd, but it's delicious. ----------------------------------------------------Food: The spicier the better. -----------------------------------------------------------------------------Piece of advice: You've got to stand for something, or you'll fall for everything. ------------------------------------------------------------------------------
FEBRUARY 2010 Toy Fair 2010 preview ● Nuremberg preview The largest issue of the year will feature the low down on the companies exhibiting at London Toy Fair and Nuremberg. Previews will
’T DONOUT! MISS
include details of the products being launched at each exhibition and the issue has extra trade show circulation, totalling 10,000.
Editorial deadline: Call for details Advertising deadline: Call for details
MARCH 2010 Outdoor toys
Science and educational toys Outdoor toys is one of the biggest sectors in the industry, so we take a look at what is being planned for summer 2010…
Editorial deadline: January 8th
We find out what new products are on offer to supplement children’s education and develop their skills through play …
Advertising deadline: February 7th
FORTHCOMING EVENTS HKTDC HONG KONG TOYS AND GAMES FAIR January 11th-14th Hong Kong Convention Centre www.hktoyfair.hktdc.com
TOY FAIR 2010 January 26th-28th Grand Hall, Olympia www.toyfair.co.uk
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
SPIELWARENMESSE INTERNATIONAL TOY FAIR February 4th-9th 2010 Nuremberg Messe, Germany www.spielwarenmesse.de
TOYNEWS FIVES July 9th 2010 Powerleague, Barnet www.topcorner.co.uk
SPRING FAIR February 7th-11th 2010 NEC, Birmingham www.springfair.com
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 email@example.com
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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
Circulation & Subscriptions AUDITED CIRCULATION Average Net Circulation: 6,011 July 1st 2008 to June 30th 2009, SUBSCRIPTIONS UK: £50 Europe: £60 Rest of World: £90 The international cost applies per subscription and covers airmail dispatch of 12 issues
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Published on Dec 14, 2009