Issue 98
The toy industry’s highest circulation trade title Exclusive media partner
INSIDE…
TALKING HEADS Warner Bros’ Paul Bufton and Disney’s Mike Stagg grill each other on licensing issues.
FLOORED THINKING Why department store legend Selfridges is so keen on toys.
MAJOR STICKING POINTS What’s new from Topps’ hugeselling cards and stickers range.
BATTERIES INCLUDED Coming soon in the electronic toys and games sector.
October 2009
Contents REGULARS
Ronnie Dungan Managing Editor Ronnie.Dungan@intentmedia.co.uk
Samantha Loveday Associate Editor Samantha.loveday@intentmedia.co.uk
4
News
6
Appointments
10
Exclusive NPD analysis
Katie Roberts Deputy Editor
14
TV ad spend data
katie.roberts@intentmedia.co.uk
16
TV ratings
19
Campaign of the month
LICENSING 22
News
28
Head to head: Disney/Warner
31
That Marvel deal analysed
NO TIME FOR LISTLESSNESS
John Barratt Sales Executive John.Barratt@intentmedia.co.uk
Dan Bennett Design Dan.Bennett@intentmedia.co.uk
FEATURES Jon Salisbury Contributor
33
Selfridges’ toy plans
34
Topps sticker collection
37
Gibsons keeps it in the family
40
Kids’ media habits
Stuart Dinsey Publisher
45
Wooden toys
Stuart.Dinsey@intentmedia.co.uk
52
Electronic toys and games
jon@wotkidzwant.com
RETAIL
COMMENT
Editorial: 01992 535646 Advertising: 01992 535647
66
Retail Opinion
68
Counter Insurgent
68
Price Check
69
Retail Charts
AUDITED CIRCULATION:
70
New Products
71
Hero Product
Average Net Circulation: 6,011 July 1st 2008 to June 30th 2009. www.toynewsmag.com
80
Toy Talk
Intent Media is a member of the Periodical Publishers Associations
■ ToyNews has 100% named circulation and 0% duplication.
YOU CAN TELL things are starting to get busy by the amount of retailers’ Christmas prediction lists that are starting to appear. Most of them really only serve the interests of the retailer and whichever supplier(s) it is they happen to be favouring. But they do afford the opportunity for the toy industry to grab the headlines. Which is important because it means that the simple souls that buy toys may well be swayed by the resulting press coverage and turn it into the exchange of goods for money. Which is what we all want. It gets people thinking about Christmas too. In October maybe that’s not great for reasons of tradition, but it is good for the High Street. That’s why Dream Toys counts. Nuff said.
It’s important because the simple souls that buy toys may well be swayed by the coverage. Tesco’s decision to withhold payment to its FOB suppliers for an additional 30 days seems particularly harsh, given the current difficulties many suppliers face. Needless to say it hasn’t gone down too well with quite a few of them. If it is looking to trim the number of FOB suppliers it works with, then that should do the trick. But many of them will simply not countenance losing a supplier of that size. They rant and rave, but ultimately, they’ll have little choice in the matter. It’s still very cold out there. Ronnie Dungan ronnie.dungan@intentmedia.co.uk
4
NEWS
New Tesco FOB terms irk suppliers Suppliers angered by sudden change in supermarket giant’s payment terms, which increase from 60 to 90 days by Ronnie Dungan FOB SUPPLIERS are up in arms about a sudden decision by Tesco to increase its payment terms from 60 to 90 days. With many small to medium-sized suppliers already struggling with cash-flow problems, the decision has been met with anger and incredulity by the trade. “It is open war with Tesco, there’s no-one I know that is agreeing to this, with most saying they’ll just walk away,” said one angry distributor. Even larger suppliers have been wrong-footed by the move, with one adding: “Any retailer changing payment terms half way through a trading year is always going to be a problem for suppliers, big or small. When it is a major retailer, the problem is amplified significantly and it creates a feeling of ‘gun to head’ that sours a relationship and in the current environment can lead to cash-flow issues for smaller suppliers. No question it is ‘sharp practice’.”
A Tesco statement to ToyNews said: “Tesco International Sourcing has contacted non-food suppliers to standardise payment terms to 90 days from receipt of invoice. We have an excellent record of paying on time and suppliers tell us that certainty of payment is what is important to them. Our business depends on strong relationships with suppliers and we continue to engage in regular dialogue with them.”
It’s open war with Tesco. There’s no-one I know that is agreeing to this, with most saying they will just walk away.
SPINMASTER BRINGS LIV DOLLS TO LIFE SPINMASTER IS moving into the fashion doll market, with the UK launch of its new Liv range. The line is aimed at girls 6-10 years, and has already established itself in major US retailers. It launches in the UK in early November with four dolls – Daniela, Sophie, Katie and Alexis. They will retail at £19.99 each. Features include: realistic glasslike eyes; 14 points of articulation for greater pose; detailed, contemporary fashions; easy to change wigs so girls can instantly switch hair styles and colours, or even cut and style their dolls’ hair without it ruining their doll. Girls can also follow their doll’s daily life online at www.livworld.com through diaries, games and virtual shopping. Kevin Jones, managing director at Spin Master Toys UK commented: “I
OCTOBER 2009
believe girls are searching for a new fashion doll brand to connect with and one that better reflects their world. Liv fashion dolls have instant appeal with an engaging lifestyle and a contemporary fashion look sure to resonate with today’s girls. SpinMaster has a proven track record of success in every new category it has entered – we are planning for success”, Jones added. Spin Master will be supporting the range through a TV, print and PR campaign with in-store presence aided by impactful FSDUs. Retailers interested in acquiring an FSDU should contact their sales representative or contact SpinMaster directly through ukorders@spinmaster.com. SpinMaster: 01628 535000
NEWS
www.toynewsmag.com
“Get behind Dream Toys” TRA chairman issues Dream Toys plea to retailers ● Suppliers back media showcase by Ronnie Dungan TRA CHAIRMAN Gary Grant has issued a further plea for retailers to get involved in the Dream Toys event, while suppliers have also voiced their approval of the media showcase. This year’s event takes place on October 28th, at St Mary’s Church in London, with the Dream Dozen lists being revealed to the assembled press at 7am. Gary Grant, chairman of the TRA has expressed his frustration that some retailers seem reluctant to use the media spotlight created by the event, to optimise their own opportunities for publicity on a local level. “What we’re trying to do is to generate excitement and interest in toys – to drive customers into your toy stores and support the widest number of retailers possible,” said Grant. “This is FREE! We are working for your benefit. Pick up what we’re giving you and PLEASE run with it.” On the supplier side, there is
This is FREE! Pick up what we’re giving you and PLEASE run with it. Gary Grant
strong support for the event and the coverage it creates on TV, radio and in the national press. Jerry Healy, marketing director of Character Options, said: “It has traditionally marked the first real opportunity to get the consumer thinking about Christmas time in a serious way.
“The event is well supported on the day by the TV media and it’s a chance to get product in front of a large audience. To maximise the opportunity it is important that the products plays well to the cameras. If it moves, makes a sound and looks exciting then the chance of obtaining great coverage is high. And good coverage on the day tends to snowball all the way to Christmas.” Darrell Jones, marketing director of Bandai, said it affects the level of coverage: “If one of your items is selected for the Dream Dozen this can have a great impact on your back-end sales. I think if an event like Dream Toys did not exist more toy companies would probably do their own thing but not receive the same levels of coverage.” Stuart Picton, UK marketing manager of Spin Master, added: “It’s a fun event and helps get everyone in the right mindset whilst reminding the whole country what a great range of fun toys there are out there for kids of all ages.” www.toyretailersassociation.co.uk
Specialist slams toy logistics TELEPHONE RESEARCH conducted by logistics specialist Cert Octavian into the toy market’s logistics operators has revealed that customers believe there is ‘considerable room for improvement.’ Cert Octavian conducted interviews with over 60 toy manufacturers and toy retailers to seek their opinions on the levels of service they receive from their current logistics providers. Managing director, Anthony Finlayson-Green, who commissioned the research, said: “Toy logistics is not a market we currently serve. We were not interested in individual operators’ performance, we were looking to gauge the mood of this market sector and how it differs from the logistics markets we operate in. We weren’t even looking for dissatisfaction, merely to learn if there is a common need. We were a little surprised when over 66
per cent made reference to at least one of the following in regards to their logistics providers; inflexible service provision; a one size fits all mentality; unhelpful employees; the need for a more bespoke service and their desire for greater customer care. We wanted to discover the things they valued and the things they felt their suppliers got right and got wrong. Whilst the majority weren’t unhappy to the point of wanting to change suppliers, many felt their existing suppliers needed to up their game.”
Cert Octavian operates principally within the drinks, health, beauty and consumer goods markets, utilising a UK fleet of over 300 vehicles for the distribution of high value loads via nine regional service centres offering both storage and promotional packing. “In some cases it was alarming, like going back in time to the bad old days of logistics, years away from the performance standards we achieve. Within our markets we are well used to seasonal peaks including the production of over 20 million promotional packs for the drinks, personal care and consumer sectors. The feedback we received suggested a lack of flexibility to offer a truly bespoke service and an insufficient ethos of care to handle and achieve optimum efficiency and consistency of delivery.” Cert Octavian: 0845 230 1939
5
Selfridges gets off to a flyer
SELFRIDGES HAS opened its seasonal toy department and is eyeing up a permanent offering. The Oxford Street store has doubled its toy space from 2,000 square feet to 4,000 and has moved up to the fourth floor. Toy buyer Michael Berry told ToyNews: “We basically wanted to offer some width to customers. The feedback we got from them was that it was a little too narrow. “It’s been slowly growing year on year and I’d like it to stay all year round and keep it as a permanent toy offering,” he says. The department got off to an encouraging start, with toy shop sales up 45 per cent on its first day of trading compared with last year. Sales in the Pantomime-themed Christmas shop jumped 52 per cent year-on-year, with the average transaction value rising 33 per cent. Selfridges Christmas Shop head buyer, Geraldine James, said: “Our Christmas shop has become a tourist attraction in itself with tourists buying our Union Jack bauble as a souvenir of their time in London and local customers cheering themselves up with our Panto themed Christmas decorations. With Christmas arriving earlier each year, I can see a time when we’ll offer a capsule Christmas collection throughout the year.” Selfridges: 0800 123 400
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BOOKMARK US TODAY OCTOBER 2009
The zebra who trots into trouble! Zigby is a 3D Animation pre-school series. The 52 x 11 minutes stand alone episodes have already been sold in more than 15 countries and will soon be aired on Cbeebies! Zigby’s smart stories will stretch 3-5 year olds imaginations as they join the charming three characters Zigby, Bertie and McMeer on their jungle adventures.
Licensing agent: DRI Licensing Ltd Tel: +44(0)20 8600 2550 Fax: +44(0)20 8600 2551 Contact: Alicia Davenport Email: alicia@drilicensing.com www.drilicensing.com visit booth 310 at Brand Licensing © Avrill Stark Entertainment Pty. Ltd./ Zebra (I) Productions Inc./ Big Animation Pte. Ltd. Original Concept, characters and illustrations created by Brian Paterson.
The quiz with added whizz! The Àrst preschool quiz, number one on BBC iPlayer and one of the most popular pages on the Cbeebies website! Kerwhizz is an interactive 3D CGI experience with a live action host and audience. Three teams – Ninki & Pip, Twist & Snout and Kit & Kaboodle – answer ker-razy questions to win ‘Mods’ to add to their Racing Pods. Every one of the 26 episodes has its own stunning Raceworld and is primarily aimed at 4-6 year boys and girls.
Licensing agent: Ignition Licensing Ltd Email: maggy.harris@ignitionlicensing.com Tel: +44(0)1932 826280 Fax: +44(0)1932 826289 www.ignitionlicensing.com visit booth 130 at Brand Licensing
www.studio100.tv • www.studio100media.com • www.studio100.be
® lic.STUDIO 100 – Belgium • V.U. STUDIO 100 N.V. – Halfstraat 80 –B-2627 Schelle
© BBC
NEWS
www.toynewsmag.com
Disney swoops for Marvel in $4bn deal
7
TV campaign for Green
Entertainment giant now set to acquire over 5,000 iconic comic book characters by Samantha Loveday TWO GIANTS of entertainment are set to merge following Disney’s move to buy Marvel for $4bn. The surprise acquisition would see the company famous for Mickey Mouse and the Pixar movies grow to include properties like Spider-Man and the X-Men. In a statement, Disney said the move highlighted its “focus on quality branded content, technological innovation and international expansion to build long-term shareholder value”. The deal represents an added value of $30 per share for current stockholders. “This transaction combines Marvel’s strong global brand and world-renowned library of characters including Iron Man, Spider-Man, XMen, Captain America, Fantastic Four and Thor with Disney’s creative skills, unparalleled global portfolio of entertainment properties, and a business structure that maximizes the value of creative properties across multiple platforms and territories,” said Robert Iger, president and CEO of The Walt Disney Company.
Disney’s deal for Marvel caught many industry watchers by surprise
“[Marvel CEO] Ike Perlmutter and his team have done an impressive job of nurturing these properties and have created significant value. We are pleased to bring this talent and these great assets to Disney.” “We believe that adding Marvel to Disney’s unique portfolio of brands provides significant opportunities for long-term growth and value creation.” Perlmutter himself said: “Disney is the perfect home for Marvel’s fantastic library of characters given its proven ability to expand content creation and licensing businesses. This is an unparalleled opportunity
ToyNews shuffles pack TOYNEWS HAS restructured and strengthened its team with a number of promotions. Editor Ronnie Dungan moves up to become managing editor of ToyNews and sister-website Licensing.biz, while staff writer Katie Roberts becomes deputy editor of ToyNews. In addition, Samantha Loveday, licensing editor of ToyNews and editor of Licensing.biz becomes associate editor of ToyNews
which will bring with it more day to day involvement in the toy side of the magazine. She retains her role as editor of Licensing.biz. “Our newly restructured team will mean we are stronger across both toys and licensing now,” said managing editor Ronnie Dungan. “We have a great line-up and these changes will ensure that there is much more to come from both titles going forward.” Intent Media: 01992 535646
for Marvel to build upon its vibrant brand and character properties by accessing Disney’s tremendous global organization and infrastructure around the world.” The deal has been okayed by the Marvel and Disney boards but is awaiting anti-trust approval. The terms state that Disney will acquire ownership of Marvel including its 5,000 characters – Perlmutter will oversee the Marvel properties, and “will work directly with Disney’s global lines of business to build and further integrate Marvel’s properties”. ● For further analysis of the deal see page 31.
GREEN BOARD Games is set to launch its inaugural TV advertising campaign for the BrainBox range. Advertising for the increasing range is scheduled to air in November, promoting titles including Around the World, My First Pictures, My First ABC, Maths, Football, English History, Manchester United, Art, Nature, Dinosaurs, Animals and Kings & Queens of England. The firm is also set to launch a further four titles into the collection in 2010. BrainBox is a simple game whereby a player has ten seconds to study a card and is then asked a question from the back. If the card is answered correctly it is kept, if not it is returned to the box. The most cards held after ten minutes decides the winner. GBG: 01494 538999
University Games has launched a London taxi livery promotion for its Smart Ass game. The taxis will feature the Smart Ass branding for six months through to the end of February. The taxis are strategically based around the Oxford Circus area, as well as at the St.Pancras/King’s Cross taxi rank. "The taxis are a great way to create intrigue about the game. The bright yellow colour and the lovable donkey character used in the graphics, are a perfect fit for this type of campaign," said Adrian Whyles, general manager of University Games.
OCTOBER 2009
8
APPOINTMENTS
INDUSTRY MOVES Reshuffle at Gibsons Games, new field sales manager at Lego and University expands its team… FROM LEFT: Denise Bailey, David Pytches, Nick Wright and Adrian Whyles
David Pytches has joined Lego as its field sales team manager, reporting directly to Alex Algemissen. With over 13 years of commercial account management knowledge and more than eight years of people management experience, Pytches will play a significant role in working closely with the independent trade. Pytches has worked across numerous market sectors for two global brands: Coca Cola and Mars/Wrigley, including wholesale, independents, education, food services and grocery. University Games has expanded its team with the appointment of Adrian Whyles as its UK general manager. Whyles was formerly business development director at licensing firm Galleon. He will now report directly to Bob Moog, president of the US branch. “These are exciting times at University Games,” said Adrian, “and it is a great time to be joining the firm. The UK market still has many
challenges ahead, but University Games has the products, and people, to help build the UK toy and games business. I am looking forward to this fantastic opportunity.” Commenting on the new appointment, Bob Moog said: “Adrian Whyles has dedicated his
is on maternity leave. The firm welcomes Nick Wright, who is taking over as interim MD in Kate’s absence. His arrival means that incumbent MD Michael Gibson will move over to become chairman of the firm. The new MD boasts experience in the toy and games industry, having
The UK market still has many challenges ahead, but University Games has the products, and people to help build the UK toy and games business. career to the UK toy and games business. We are extremely fortunate to have Adrian on our team, and I look forward to seeing our message of fun and learning spread to kids throughout the UK.” Gibsons Games has made two key appointments within its team, following the news that Kate Armitage
worked for Kenner Parker Tonka and Mattel, as well as a number of years in executive search and recruitment. Gibsons Games’ second recruit this month is Rebecca Caine, who joins the team as marketing manager. Caine comes from BBC Worldwide where she was senior licensing executive.
Chairman Michael Gibson commented: “We are delighted to welcome Rebecca and Nick to Gibsons and very much look forward to working with them over the coming months.” PPC Enterprises, the commercial division of the Picture Production Company Group, has announced the appointment of Denise Bailey as its licensing manager. Bailey previously held senior positions at the Jane Goodall Institute and The Prostate Cancer Charity. Most recently she has been working as a freelance brand and fundraising consultant. “We are delighted to have appointed Denise as licensing manager,” said Mark Hurry, legal and commercial director at PPC Enterprises. “She has a strong history of brand development and will be an invaluable asset for us as we increase the development and visibility of our properties. We know she will help to push the company further.”
10
NPD RESEARCH
Retail Sales Trends
Properties
Summer holidays heat up sales ACCORDING TO data recently released from NPD Eurotoys, the toys market in the UK has benefited from the school holidays in August, with key categories showing strong growth, especially from traditional items with high play value. Parents in the current economic climate like to see value for money and a high educational return on their investment. Arts and crafts continues to have a strong performance up 27 per cent on last year, despite the average selling price declining. Crayola is still the top property with 15 out of the top 20 items in crayons and sets, driven by early back to school shopping. Plush has had a particularly strong month with sales up 22 per cent, driven by the success of the new Timmy Time items. Both Night Night Timmy and Talking Timmy have made it into the top five selling items for plush in August, while Peppa Pig and Mattel’s Mr. Men properties continue to drive the category year to date. August also saw the launch of Lego Games into the competitive games market. “The nine assorted skus accounted for 15 per cent of total value on children’s games in their first month, and became the top property for August,” explains Jez Fraser-Hook, UK director of NPD Eurotoys. Elsewhere in the games category it is the traditional games that have the strongest support with Original Scrabble the best selling item and
Sales (value, year to date)
Aug 2008
Aug 2009 642,780,800
Source: NPD
OCTOBER 2009
August 2009 1. Transformers 2. Ben 10 3. Star Wars 4. Thomas and Friends 5. Peppa Pig
Best property progression August 2009 Monopoly Here & Now World Edition a close number two. Travel versions of Operation, Guess Who and Battleships also perform well giving a much needed bright spot into the traditional games market.
Character Princess Peppa Royal Palace showing strong growth. With many manufacturers now launching new autumn/winter ranges into store, the next few months will be full of new properties
Arts and Crafts continues to have a strong performance, up 27 per cent on last year, despite the average selling price declining. Crayola is still the top property with 15 out of the top 20 items in crayons and sets. Transformers remains the top property for the month with the Deluxe Movie Figures the top selling items, but Ben 10 continues to hold its own with two Alien Force skus in the top ten best sellers for the month across total toys. Peppa continues to grow with both the Worlds Apart Playhouse and
and items vying for consumer attention in the lead up to the high purchasing period of the year. Fraser-Hook concludes: “It will be very interesting to see what toys capture both parents’ and children’s imaginations this year and what products succeed in these competitive times.”
Average Price
UK Toy Sales
731,544,400
Top 5 properties
-12%
Aug 08: £5.97
Aug 09: £5.76
Mega Brands Battle Strikers Following its consumer launch at the end of July, Battle Strikers has stormed up the charts from position 273 to 67.
Best item progression August 2009
Battle Strikers Starter Kit 1 (Mega Brands) A heavyweight marketing campaign has paid off for Mega Brands as the Battle Strikers Starter Kit has come from nowhere to spin into position 41 in the charts.
NPD RESEARCH
www.toynewsmag.com
Retail Sales Trends UK AUGUST 2009 (£ SALES - VALUE) 1
TRANSFORMERS MOVIE DELUXE FIGURES
2
FIRST STEPS BABYWALKER
3
HOT WHEELS BASIC CAR ASSORTMENT
4
KIDIZOOM CAMERA
5
CARS VEHICLE ASSORTMENT
6
BAKUGAN STARTER PACK
7
SMART TRIKE PLUS GIRLS
8
BEN 10 ALIEN FORCE 10CM FIGURES
9
TRANSFORMERS MOVIE LEGENDS ASSORTMENT
10
BEN 10 ALIEN FORCE 15CM DNA FIGURES
UK AUGUST 2009 (UNIT SALES - VOLUME) HASBRO
1
HOT WHEELS BASIC CAR ASSORTMENT
VTECH
2
GOGO’S CRAZY BONES EVOLUTION BOOSTER
MATTEL
3
CARS VEHICLE ASSORTMENT
VTECH
4
CRAYOLA SUPER TIPS BRIGHT 12
MATTEL
5
TRANSFORMERS MOVIE LEGENDS ASSORTMENT
HASBRO
SPIN MASTER
6
PLAY DOH SINGLE TUB ASSORTMENT
HASBRO
MOOKIE
7
TRANSFORMERS 2 ROBOT HEROES
HASBRO
BANDAI
8
BEN 10 ALIEN FORCE 10CM FIGURES
BANDAI
HASBRO
9
GOGO’S CRAZY BONES III EXPLORER PACK
BANDAI
10
BAKUGAN BOOSTER PACK
UK YEAR TO DATE (£ SALES - VALUE) 1
BEN 10 ALIEN FORCE 10CM FIGURES
2
KIDIZOOM CAMERA
3
BAKUGAN STARTER PACK
4
CARS VEHICLE ASSORTMENT
5 6 7
FIRST STEPS BABYWALKER
8
SMART TRIKE PLUS GIRLS
9 10
MATTEL MAGIC BOX MATTEL VIVID
MAGIC BOX SPIN MASTER
UK YEAR TO DATE (UNIT SALES - VOLUME) BANDAI
1
HOT WHEELS BASIC CAR ASSORTMENT
MATTEL
VTECH
2
CARS VEHICLE ASSORTMENT
MATTEL
SPIN MASTER
3
BEN 10 ALIEN FORCE 10CM FIGURES
MATTEL
4
GOGO’S CRAZY BONES III EXPLORER PACK
BEN 10 ULTIMATE OMNITRIX
BANDAI
5
POWER RANGERS JUNGLE FURY FIGURES
BANDAI
HOT WHEELS BASIC CAR ASSORTMENT
MATTEL
6
BEN 10 FIGURES 10CM ASSORTMENT
BANDAI
VTECH
7
BAKUGAN BOOSTER PACK
MOOKIE TOYS
8
GOGO’S CRAZY BONES EVOLUTION BOOSTER
POWER RANGERS JUNGLE FURY FIGURES
BANDAI
9
STAR WARS CLONE WARS BASIC FIGURES 3.75
BEN 10 ALIEN FORCE 15CM DNA FIGURES
BANDAI
10
GORMITI FIGURE FOILBAG ASSORTMENT
BANDAI MAGIC BOX
SPIN MASTER MAGIC BOX HASBRO FLAIR
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
11
14
ADVERTISING TRENDS
MARKETING SPEND ANALYSIS MONTHLY SECTOR SPEND MONTH SUB MARKETS
SEPT-08 SPEND* (£)
OCT-08 SPEND* (£)
NOV-08 SPEND* (£)
DEC-08 SPEND* (£)
JAN-09 SPEND* (£)
FEB-09 SPEND* (£)
COMPUTER/ELECTRONIC GAMES
£2,918,834
£6,925,664
£16,488,433
£12,139,501
£1,636,449
£3,348,587
TOYS & GAMES/PRESCHOOL/LEARNING AIDS
£4,799,799
£10,913,001
£10,309,720
£3,347,928
£508,355
£1,292,311
TOTAL (ALL)
£7,718,633
£17,838,665
£26,798,153
£15,487,429
£2,144,804
£4,640,898
-31.84%
1.63%
13.60%
10.53%
0.71%
-12.94%
YEAR ON YEAR DIFF %
MONTHLY ADVERTISING SPEND (12M TO AUG ‘09)
TOYS & GAMES/PS TOYS & LEARNING AIDS COMPUTER GAMES/ELECTRONIC GAMES
SECTOR
SHARE
COMPUTER GAMES / ELECTRONIC GAMES
62%
TOYS & GAMES / PRE-SCHOOL / LEARNING AIDS
38%
TOTAL (ALL)
100%
Flair’s ad spend is up by one per cent yearon-year
ADVERTISING TRENDS
www.toynewsmag.com
15
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 MAR-09 SPEND* (£)
APR-09 SPEND* (£)
MAY-09 SPEND*(£)
JUN-09 SPEND* (£)
JUL-09 SPEND* (£)
AUG-09 SPEND* (£)
TOTAL SPEND* (£)
£4,191,499
£4,706,937
£3,856,062
£4,626,534
£3,408,471
£1,977,097
£66,224,068
£1,696,079
£2,684,947
£1,917,134
£809,358
£825,965
£2,271,527
£41,376,124
£5,887,578
£7,391,884
£5,773,196
£5,435,892
£4,234,436
£4,248,624
£107,600,190
-20.03%
-22.66%
-24.98%
-27.75%
-35.80%
-24.09%
-9.02%
TOP 20 ADVERTISERS (JANUARY ‘09 TO AUG ‘09) COMPANIES
PERCENTAGE OF ALL SPEND NINTENDO 24.4% ELECTRONIC ARTS 8.6% ACTIVISION 5.1% HASBRO 5.1% MATTEL 4.2% CAPCOM 3.7% UBI SOFT 3.5% THQ 2.9% SCEE 2.8% FLAIR LEISURE PRODUCTS 2.7% CHARACTER OPTIONS 2.6% ROCKSTAR GAMES 2.1% SEGA 1.9% THE LEGO GROUP 1.6% VIVID IMAGINATIONS 1.5% BLIZZARD ENTERTAINMENT 1.4% CODEMASTERS 1.3% BANDAI 1.1% MICROSOFT 1.1% HARMONIX 1.1% TOTAL (TOP 20) TOTAL (ALL)
78.7% 100%
Mattel is in at number five in this month’s top 20 advertisers chart
CHANGE (JAN ’08 - AUG ‘09 VS JAN ‘07 - AUG ‘08)
8.8% 107.2% -40.9% -29.3% -67.6% 281.3% -39.2% -2.9% 24.7% 1.0% -26.1% -60.3% -60.6% 27.9% -54.1% 77.2% 41.0% -42.5% 61.6% -33.3% 173.9% -23.2%
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 enquiries@billetts.com
16
AIRTIME STATISTICS
The ratings game The top-performing children’s TV shows on terrestrial and multi-channel....
SHOWS ACROSS ALL TIMES AUG 09
SHOWS ACROSS ALL TIMES YTD AUG 09
TIME
TITLE/DESCRIPTION
CHANNEL
OOOs
%
1
11:04
THE SARAH JANE ADVENTURES
CBBC
139
12.1
2
8:01
WHO WANTS TO BE A SUPERHERO?
BBC2
134
3
17:23
BIG & SMALL SONGS
CBEEBIES
130
4
17:46
CHUGGINGTON
CBEEBIES
5
17:00
JAKERS THE ADV. OF PIGGLEY WINKS
6
16:59
7 8 9
AIRINGS
TIME
TITLE/DESCRIPTION
CHANNEL
OOOs
% AIRINGS
GRANDPA IN MY POCKET
CBEEBIES
174
9.4
39
24
1
17:29
14.7
5
2
10:01
BASIL'S SWAP SHOP
CBBC
169
10.8
1
10.3
8
3
8:50
POWER RANGERS JUNGLE FURY
GMTV
166
13.2
64
121
8.1
21
4
16:35
THE LEGEND OF DICK AND DOM
BBC1
160
10.2
13
CBEEBIES
119
9.3
4
5
8:03
BACK TO THE BARNYARD
GMTV
157
18.5
20
KERWHIZZ
CBEEBIES
117
10.2
4
6
16:20
SKUNK FU
BBC1
157
10.5
1
8:50
BEN 10
GMTV
115
11.6
10
7
16:35
HORRIBLE HISTORIES
BBC1
156
11.8
11
17:26
MISTER MAKER
CBEEBIES
111
8.9
41
8
8:34
SPONGEBOB SQUAREPANTS
GMTV
154
17.1
75
12:30
SPONGEBOB: ATLANTIS SQUAREPANTIS NICKTOONS 111
10.7
1
9
16:35
LITTLE HOWARD'S BIG QUESTION
BBC1
152
9.5
13
CHARLIE AND LOLA
6.8
31
10 8:50
BEN 10
GMTV
149
13.6
66
10 18:39
CBEEBIES
108
COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) AUG 09 TIME
TITLE/DESCRIPTION
1
10:34
GRIZZLY TALES FOR GRUESOME KIDS CITV
2
16:15
HORRID HENRY
CITV
73
3
9:25
TMNT FAST FORWAR
CITV
69
4
9:29
SCOOBY-DOOINWHERE'SMYMUMMY?
B.RANG
63
5
9:52
PLANET SKETCH
CITV
6
11:32
PROVE IT
7
9:25
8
16:30
9
11:23
10 8:59
CHANNEL
COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) YTD AUG 09
OOOs
% AIRINGS
76
6.6
TIME
TITLE/DESCRIPTION
CHANNEL
OOOs
TOM AND JERRY TALES
GMTV2/CITV 103
%
20
1
8:09
6.5
129
2
16:28
HANNAH MONTANA SING-A-LONG
DISNEY CH. 102
7.1
5
6.3
10
3
16:15
HORRID HENRY
CITV
98
8.5
813
4.3
2
4
8:27
JUSTICE LEAGUE
GMTV2/CITV 97
9.1
20
63
5.4
15
5
16:31
GRIZZLY TALES FOR GRUESOME KIDS CITV
95
7.6
130
CITV
52
5.1
15
6
17:35
JONAS
DISNEY CH. 94
5.4
2
HUNTIK
CITV
50
4.5
20
7
16:28
FOUR EYES
CITV
89
6.6
118
YU-GI-OH
CITV
50
4.1
23
8
8:59
DINOSAUR KING
GMTV2/CITV 86
7.7
86
FINGERTIPS
CITV
50
4.8
30
9
17:29
EMU
CITV
79
4.6
24
DINOSAUR KING
GMTV2/CITV 48
4.6
21
10 16:29
MY GOLDFISH IS EVIL
CITV
79
6.4
96
SOURCE: INFOSYS/BARB.
OCTOBER 2009
NOTE: THESE CHARTS ARE BASED ON AVERAGE PERFORMANCE
7.8
AIRINGS
45
st
1 al b mit o l G um 10 S 0 y 2 To ary u r Feb 9 8-
Discover New Play Worlds! Your customers love new things and a lively assortment encourages them to keep coming back to you. So make your purchasing decisions from a wide choice of more than 70,000 brand-new products, a variety you will only find at the Spielwarenmesse International Toy Fair Nürnberg. The world’s biggest toy fair will certainly be booked out again in 2010 – with approx. 2,700 suppliers, many of which exhibit only in Nürnberg. Delight your customers and make sure of your success in the coming year. Plan your visit to the International Toy Fair from February 4–9, 2010 now!
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CAMPAIGN OF THE MONTH
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19
Lego Lego Games With its core message of Build – Play – Change, the Lego Games range is the result of a large-scale strategic development programme, looking at potential sustainable growth drivers for Lego, to bring innovation to the consumer and the toy market as a whole…. MARKETING Following one of the company’s biggest ever research projects across international markets, ten new constructible games were launched in August 2009. Heavy investment ensures the range will be supported by a comprehensive and innovative marketing campaign from launch. A two-tier campaign targeting boys aged four to nine, as well as mums, forms the basis of an intensive marketing programme, which will include well over 1,000 TVRs, key kids’ TV channel sponsorships, significant online presence, a major national newspaper promotion and heavy-hitting PR from launch.
PR An exclusive behind the scenes insight into the development of the range was negotiated with Newsround to hit prior to its launch, which offered the press a unique background to the concept and range design. Working with Attic Media, Future Publishing and DC Thomson, creative activity from August has been negotiated by Norton & Co in National Geographic Kids, Nitro, Beano and Dandy Extreme, including a series of advertorials, posters, full page competitions and subs offers, thus delivering an impactful campaign with lasting momentum for the range. Listings in retailers’ Top Ten toys for Christmas, including Hamleys and Smyths to date, continue to drive the lineup forward in the eyes of the press and consumers. A major radio tour is planned for November targeting mums and is designed to hit the key games buying season.
IN-STORE Research showed the importance in this category of in-store standout as mums make the majority of their games purchasing decisions at fixture. To that end, huge investment will be put behind the in-store presence across the marketplace, including permanent fixtures, windows and free-standing displays.
A two-tier campaign targeting boys aged four to nine forms the basis of an intensive marketing programme.
ADVERTISING Starting with teaser TV ahead of its launch to give immediate impact and support to retail, both kids’ and mums’ TV will form the foundation of the Lego Games marketing plan to drive awareness of the range. This will be supported by a TV and online sponsorship in September of the kids’ TV channel DisneyXD, where bespoke sponsorship spots will drive kids through to a microsite to enter a competition. Overlaying this activity will be a cinema campaign across over 3,000 Pearl & Dean cinema screens, targeting a captive audience of two million mums and kids watching blockbuster family films such as GI Joe, Imagine That and A Christmas Carol, from August to December. OCTOBER 2009
The UK’s only dedicated monthly licensing coverage
News • Media • Opinion
Go on, ask me another one... Paul Bufton, general manager of WBCP UK, and Mike Stagg, VP of sales at Disney Consumer Products, quiz each other on key industry issues plus some slightly less serious topics...
22
LICENSINGNEWS
COMMENT LONDON CALLING NOW THAT the licensing industry has returned from what felt like a collective holiday throughout the entire month of August, it seems that nothing and everything has changed. The Christmas decorations are already out in certain stores, including Selfridges and Harrods, the British weather remains horribly unpredictable, Marvel is now part of the Disney stable, the Roy Lowe boys are making everyone guess what suits they’ll be wearing at BLE, Katie Price and Peter Andre are still fighting and, depending on who you listen to, we’re either on the road to economic recovery or we’re about to plunge into an even greater crisis. Quite possibly the most shocking thing though, was the absence of the piano in the bar at September’s Licensing Awards. That and Graham Saltmarsh’s kilt. In general though, the mood heading into Brand Licensing Europe and the key Christmas period is a positive one. Notably, there doesn’t seem to have been a
We know things are still tough, but there’s something about showtime which makes us lighten up. shortage of news or a slowing down of deals being secured before the show. The event itself is also going to be the largest in its 11-year history, underlining the increasing strength of the European licensing business. The number of retailers set to walk through the doors of Olympia, too, will highlight the importance of licensed product on the High Street as both independent stores and larger chains look for product differentiation wherever possible. Even though everyone is very aware that things are still tough – and that 2010 is likely to be the big test – there’s something about showtime which makes us all lighten up. And good news stories like the ones coming out of Classic Media about its recovery this month, plus Hit Entertainment and Nickelodeon on reaching key milestones with their pre-school brands, all help. The buzzy, busy atmosphere and camaraderie at BLE is the best I’ve ever experienced at a trade show (even, whisper it, those in the video games industry) and this year is likely to be no different. Let’s just hope Mr Saltmarsh doesn’t wear his kilt. Samantha Loveday Samantha.Loveday@intentmedia.co.uk OCTOBER 2009
Dora gears up for ten-year milestone... Nickelodeon’s flagship pre-school property celebrates a decade on air in 2010 ● Licensing programme continues to grow… by Samantha Loveday NICKELODEON and Viacom Consumer Products is ready to kick off a raft of activity to celebrate the tenth anniversary of Dora the Explorer in 2010. First broadcast in the US in early 2000, hitting the UK in 2003, global celebrations will be running throughout next year. In the UK, new episodes will broadcast on Nick Jr, while special content will be incorporated into a multiplatform offering. Licensing campaigns will focus on new style guides for limited edition and commemorative products. The activity will be supported by an increase in channel focus, integrated consumer and commercial marketing drives and retail promotions during key periods. The celebrations will be linked together by a theme which ‘encourages children to adventure and share experiences with the
character. On air programming and off-air activity will also be linked. “We’re really excited about Dora the Explorer’s tenth anniversary,” said Clare Piggott, VP of consumer products at Nickelodeon UK. “Our Latina heroine is one of our top performing properties and it is befitting to support her celebrations with a truly integrated campaign, unifying on-air programming, consumer products, commercial and consumer marketing, promotional activity and PR.” Dora the Explorer is the number one licence for girls aged 0 to four in the UK (Source: NPD). The brand has more than 90 licensees including Fisher-Price, Vtech, Leapfrog, RC2 and Ty among others. The activity will echo that of Spongebob Squarepants’ Year of the Sponge, the name given to the ten-year celebrations this year for the character. Nickelodeon UK: 020 7462 1000
... as Bob makes it over the line Hit shows off new CGI look at special birthday event in London HIT ENTERTAINMENT’S Bob the Builder celebrated ten years on television last month, with the firm unveiling the first fruits of the character’s move into CGI at a special party in London. The character – created by Keith Chapman – made his first TV appearance on the BBC in the UK on September 9th 1999, followed by Nick Jr later that month. Today it is broadcast in 250 territories worldwide and has been translated into more than 45 languages. Almost 260 episodes have been produced across 16 series and five featurelength specials, which feature 57 human and vehicle characters. “This is a big milestone for a TV programme,” Hit’s president and CEO Jeff Dunn said at a special party at The Charlotte Street Hotel, London.
“To survive ten consecutive years, you really have to be something special. And Bob is a pioneer in many ways.” Hit: 020 7554 2500
LICENSINGNEWS
www.licensing.biz
23
Classic’s Kerr: “We’re ready to grow”
IN BRIEF
Firm looking to leave a tough year behind with new properties and a new outlook…
CHORION SNAPS UP THE LITTLE PRINCE
by Samantha Loveday
Chorion has been appointed to represent the licensing rights to Antoine de Saint-Exupéry’s classic literary property, The Little Prince in the UK and Eire. Chorion: 020 7406 7406
CLASSIC MEDIA’S executive director of consumer products and marketing, Andrew Kerr has told ToyNews that after an “interesting” 12 months, the firm is now ready to grow again on a variety of fronts and is back in a positive place. The then Entertainment Rights was acquired – along with its other subsidiaries Big Idea and Classic – by Boomerang Media back in April. Since then, the company has undergone a big transformation and is heading to Brand Licensing Europe armed with a clutch of both old and new properties. “The company has ended up as far removed now as it possibly could be from where it was to begin the year,” Kerr explained. “I think we’ve gone from a company which was in a very tough place, to one now that is privately owned, debt free, ambitious
in terms of its growth expectations and anxious to be active in the marketplace.” There are three core pre-school brands for Classic Media – all of which will be displayed at BLE – with the flagship property being Postman Pat SDS. “This is a brand that is
really beginning to hit its stride,” Kerr added. “I think the brand rating generally will continue to improve and I would be expecting us to be a top five brand by this time next year.” The firm will also be looking to grow the licensee list for Guess with Jess at Olympia, a property which Kerr believes will appeal not just in the UK and Europe, but also further afield in the likes of the US and the Far East. Meanwhile, Tinga Tinga Tales is a major new property for Classic. “One of the important things behind the brand, apart from how entertaining and original it will be on screen and on shelf, there’s a great story of a show that was created in Africa,” said Kerr. Other properties highlighted by Kerr included Casper’s Scare School and Where’s Wally. Classic Media: 020 8762 6200
BLE’s new Toy Store lines up for debut ONE OF the new visitor features added to Brand Licensing Europe this year, the Toy Store will include hundreds of licensed toys and entertainment products from around 50 exhibitors. Designed to help retailers, licensees and sales and marketing agents to make a strong visual connection between properties and products, companies involved include 4Kids, Aardman, BBC Worldwide, Chapman, Classic Media, E1, ITV Global Licensing, Mattel, Nickelodeon, Start Licensing and Warner Bros among others.
Products will cover everything from action figures and video games to plush, play-mats and puzzles. Properties featured will include Fifi and the Flowertots, Ghostbusters, Brainiac and The RAF. Each product will be labelled with the brand owners’ names and stand numbers.
In addition to exhibitor products, the Toy Store will also feature a sample of toys shortlisted for this year’s Licensing Awards. Other new showcases at BLE will be the Salon Showcase, featuring over 20 exhibitors displaying licensed toiletries, cosmetics and beauty products, plus the Licensed Lifestyle showcase. This will feature the highest number of exhibitors – 54 in total – showing a wide range of products. Brand Licensing Europe takes place at London’s Olympia on September 30th and October 1st. www.brandlicensingeurope.com
THOMAS & FRIENDS HEAD TO JAPAN The first indoor Thomas the Tank Engine-themed amusement facility has opened in Japan. Thomas Town Shinmisato includes five themed zones and will also host mini live stage shows and carnivals. Hit: 020 7554 2500
E1’S BEN & HOLLY PLANS TAKING SHAPE E1 Kids is continuing to build the hype behind new show, Ben & Holly’s Little Kingdom. Airing on Nick Jr in the UK, it has now been sold to ZDF in Germany. It is also shown in Eastern Europe, Australia and Asia, plus on France 5. The licensing programme currently consists of over a dozen UK partners, with initial product launching in summer 2010. E1: 020 7907 3788
LAZYTOWN ON LICENSEE HUNT AT OLYMPIA LazyTown will be seeking out potential partners which share its healthy vision at Brand Licensing Europe. The firm is looking to grow its licensing programme, but will not ‘logo slap’, according to boss Magnus Scheving. LazyTown: 000
FME BANGED UP FremantleMedia Enterprises has secured the licensing and interactive rights to design property Bang on the Door. The agreement covers Eastern Europe, Germany, Austria and Switzerland. FME is now looking to grow the popular brand in various areas including apparel, home decor and gifting. FME: 020 7691 6000
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24
LICENSINGNEWS
IN BRIEF
Industry salutes award winners
DOT DASH DESIGN ROLLS OUT GUINNESS PLANS
MV Sports, Martin Yaffe, John Hornby Skewes and Wow Stuff all collect gongs • Peppa Pig and Ben 10 also rewarded • Red nose wearing world record broken
Boutique consultancy Dot Dash Design has been working on a number of product designs for Guinness World Records, including a variety of creative toys, games, stationery and style guide concepts for licensed products. Best known for its work in the textile and apparel areas, this will be the first time that Dot Dash Design has extended its talents into the toy arena. Other clients in the firm’s portfolio include BBC Worldwide, Nickelodeon and V&A. www.dotdashdesign.uk.com
EGMONT PLANNING WINNIE THE POOH PUSH Egmont has kicked off a major marketing drive to support the publication of Return to the Hundred Acre Wood - the first authorised Winnie the Pooh sequel to be published in over 80 years. The book is due to roll out on October 5th, with Egmont’s marketing plans including outdoor and online ads, a micro-site, email blasts, PR, experiential marketing and point of sale. www.egmont.co.uk
FROM LEFT: Jason Manford, Stephen Grant and Phil Ratcliffe from MV Sports, Cartoon Network’s Graham Saltmarsh, BBCW MD Neil Ross Russell
X FACTOR BRAND BOOSTED With the sixth series now airing on ITV every Saturday night, FremantleMedia Enterprises has revealed a raft of new licensees and products for The X Factor. In the toy sector, David Halsall is refreshing its range for autumn/winter, lining up musical pocket money toys and a microphone hairbrush. FME: 020 7691 6000
TIMMY TIME NOW ON BBC2 The BBC’s seasonal refresh of scheduling has seen Aardman’s preschool hit Timmy Time secure a key slot on BBC2. The show now airs at 9am Monday to Friday on the channel. In addition, it is also now shown in a daily 8am time slot on Cbeebies, as well as 12pm from Monday to Friday and at 5pm on Wednesdays. Aardman: 0117 984 8900
CHARACTER ENLISTS AS FIREMAN SAM LICENSEE Character Options has become the UK master toy partner for Hit Entertainment’s Fireman Sam. The company is planning to launch new ranges across plastic play-sets, vehicles and figurines, plush and role play. The first products are due to launch in spring/summer 2010. Character will be looking to build on the brand’s current success with the products and enhanced marketing. Hit: 020 7554 2500
OCTOBER 2009
by Samantha Loveday THE LICENSING industry once again threw its weight behind the annual Licensing Awards last month, with over 1,000 guests packing into the Lancaster London. Organised by The Licensing Source Book Europe, the evening was hosted by comedian Jason Manford and even saw a Guinness World Record broken for the most red noses worn in one place for five minutes (right). Cartoon Network’s Ben 10 and E1’s Peppa Pig were among the big winners on the night. MV Sports & Leisure picked up the Best Toys or Games Range accolade for its Ben 10 wheeled toys, while the property also scooped Best Schoolers/Tween or Teen Licensed property. Meanwhile, Peppa Pig picked up Best Pre-school Property, while Penguin Books was awarded the Best Written, Listening or Learning Range for its Peppa Pig book line. Wow Stuff walked away with the Best Licensed Giftware accolade for its Top Gear novelty gift and toy range, while Martin Yaffe was awarded for its In The Night Garden bedroom furniture line, picking up
Testament to the strength of this industry, the Licensing Awards has grown every year since we launched it four years ago. Ian Hyder, The Licensing Source Book
the Best Licensed Home Décor, Housewares and Bedding award. Other winners included John Hornby Skewes, which received the Innovation Award for its Spongebob Squarepants Real Musical Instrument line. “The Licensing Awards brings together an incredible industry – fantastic retailers, innovative licensees, tenacious licensors and committed suppliers,” said Ian Hyder, director of The Licensing Source Book. “Testament to the strength of this industry, this event has grown every year since we launched it four years ago and has become one of the best awards events of any kind in the UK. It has grown because of the industry’s involvement.” Headline sponsor of the evening was Brand Licensing Europe, with event director Jessica Blue, commenting: “What an amazing night, as always: great entertainment, great industry, great hosts and great winners. Congratulations to each and every one of them.” The full list of winners can be found on sister site, Licensing.biz.
Nickelodeon’s brightest stars‌
Go Diego Go!
The Penguins Pe en nguins Madagascar of Mad da agascar
Dora the Explorer
Wonder Pets
Ni Hao Kai-lan
For exciting retail, licensing and promotional opportunities, with some of the world’s biggest children’s brands, give Clare Piggott, VP Consumer Products UK, a call on 020 7462 1000 or email her on consumerproducts@nickelodeon.co.uk ‹ 9LDFRP ,QWHUQDWLRQDO ,QF $OO 5LJKWV 5HVHUYHG 6SRQJH%RE 6TXDUH3DQWV FUHDWHG E\ 6WHSKHQ +LOOHQEXUJ + 2 /LFHQVHG E\ =') (QWHUSULVHV *PE+ 0DLQ] ‹ $ -063 3URJUDPPH LQ DVVRFLDWLRQ ZLWK ))& 3)7& 1HW ZRUN =') *HUPDQ 7HOHYLVLRQ 1HWZRUN DQG =') (QWHUSULVHV *PE+ 0DGDJDVFDUŠ ':$ //& $OO 5LJKWV 5HVHUYHG ‹ E\ 3$5$02817 3,&785(6 $OO 5LJKWV 5HVHUYHG
a world of sparkling opportunities! iCarly ly
Theatrical Release
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SpongeBob SquarePants
28
LICENSINGEXECUTIVE FACE OFF
Ask me For our special Brand Licensing Europe feature this year, we thought we'd get two high profile licensing industry execs to interview each other (thinking that it would result in less work for us). We asked Paul Bufton, general manager of Warner Bros Consumer Products (left), and Mike Stagg, VP of sales at Disney Consumer Products UK & Ireland (right), to quiz each other on the key issues. Samantha Loveday listens in…
BUFTON: “It has been a phenomenal year for the whole portfolio”
OCTOBER 2009
Mike Stagg: We’re both quite new to our respective roles. Can you describe how your first few months in the job have been? Paul Bufton: A combination of hectic, exciting, exhausting and hilarious. MS: And how do you think your previous experience is helping? PB: Implementing a very consumer/customer-centric approach to business is key to success in the toy business. Also, from my days on Star Wars, I was fortunate to learn from some of the best and most experienced licensing executives. They taught me never to burn bridges and embrace the fact that licensing is all about people. PB: Can I ask you if it’s true that part of the Disney induction is to take part in one of the park’s character parades? MS: I’m not sure what you’re suggesting... our characters live in the park and only they can take part in the parades! PB: Fair enough! What would you say your major achievements have been in the last 12 months? MS: One of my roles, and that of my team, is to develop how DCP can partner our retail customers with our licensees to make it easier for them to do business, as well as create opportunities for cross lines of business promotion. We have achieved this a number of times over the past year, for example with High School Musical and Disney/Pixar Cars. On a wider DCP UK level, I think growing Disney Fairies from its relatively small base into one of our fastest growing franchises has been a fantastic achievement and I thank everyone who has been involved. You guys have had some huge launches this year, too haven’t you? PB: It’s been a phenomenal year for the whole portfolio, yes. Chronologically, we kicked off the year in style with our Wizard of Oz
LICENSINGEXECUTIVE FACE OFF
www.licensing.biz
29
another... Orange Wednesday promotion; Scooby trod the boards again in his live show, The Pirate Ghost; we then moved into overdrive on the new Batman animation, Brave and the Bold, and our partnership with Mattel; summer took us to a whole new level of Harry Potter mania; and recently we launched our all-new relationship with the British Basketball Association and Looney Tunes at the Game On event at the O2, London. MS: So what’s coming up for 2010? PB: Well, it’s going to be another huge year for Harry and Batman. For Harry, we’ve got part one of the final chapter in the saga, The Deathly Hallows. Likewise, Batman sees a second series of Brave and the Bold. Plus there’s news on Scooby and Looney Tunes. I’d love to tell you
to be huge next summer and we’ve already started to build towards that with the 3D launch this year of Toy Story. Then for Cars, we are focusing on developing product around new Cars Toons, by John Lasseter. We’ve also then got exciting plans in place for Mickey Mouse, Winnie the Pooh and our tween business. What three things do you most want to achieve in your role over the next 12 months? PB: Realising the full potential of our portfolio and ensuring that we create the right environment to make our brands relevant to consumers. I’m excited about seeing the Looney Tunes move to the next level – in particular Looney Tunes Active and its appropriateness in relation to significant sporting events. As a Potter fan, I have a particular interest in the transition of the franchise
such as Winnie the Pooh, Cars and Mickey Mouse. We have also strategically identified core categories for focus in order to grow the business. PB: Slightly less serious, you’re stranded on a desert island question – what three items would you take? MS: My laptop, as that would also contain my music, a solar panel to charge the laptop and a sand wedge so I could practise my bunker shots. What’s the best piece of advice you’ve ever been given? PB: Better to ask a stupid question than make a stupid mistake. And your favourite character? MS: Buzz Lightyear. You? PB: Well, The Flintstones have always had a special place in my heart...
What’s your favourite character? “Buzz Lightyear - you?” The Flintstones have always had a special place in my heart... Paul Bufton, General Manager, WBCP UK; Mike Stagg, VP Sales, DCP UK & Ireland more Mike, but it’s still under wraps... Instead, I’ll turn the tables and ask how DCP is prioritising the next 12 months? MS: Sure. Focus has to be key. This can be difficult when there is such a wealth of great new content launching over the next 12 months. I’m confident, however, that we are achieving this with our plans in place so far, targeting different consumer segments. The Princess and The Frog is one of our biggest priorities, not only with the theatrical launch of the film in February and then the DVD launch, but longer term as Princess Tiana joins our Disney Princess franchise. Disney Fairies continues to be a big priority for us, while the return of Buzz and Woody in Toy Story 3 is set
from box office smash hit to evergreen classic. MS: What do you think are the main issues affecting the licensing business? PB: It’s the age-old challenge of balancing product innovation and championing hero products versus maintaining a margin. Sometimes as an industry we’re also guilty of playing it too safe. What measures has DCP taken to protect your business from the economic downturn? MS: We’re working hard to ensure we continue to always deliver on quality and performance. We are focused on capitalising on the fantastic new content we have launching and growing our core 365-day franchises
STAGG: “We’re working hard to ensure we continue to deliver on quality and performance.”
OCTOBER 2009
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LICENSINGDISNEY AND MARVEL
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Deal of the decade? It was the acquisition that no one saw coming, but when Disney swooped for Marvel back in August it sent reverberations, not just through the licensing industry, but the whole entertainment world. Samantha Loveday reports... IT’S USUALLY quite difficult to keep an acquisition deal completely under the radar. And for one the size of the $4 billion takeover of Marvel Entertainment by Disney it should have been virtually impossible. But when the news broke on August 31st, you could almost hear the sharp intakes of breath across the entertainment business. It was a proper ‘WTF?’ moment. The deal saw Disney acquire over 5,000 of Marvel’s classic comic book characters including Spider-man, Iron Man, X-Men, Captain America, Fantastic Four and Thor. In one fell swoop, Disney significantly bolstered its boys portfolio, probably the one area in which it was lacking. “I think it’s fair to say that the acquisition itself was a surprise; not the fact that Disney was acquiring, but that it was Marvel they bought,” says Rob Corney, managing director of Bulldog Licensing. “Strategically speaking it makes sense for Disney, as the boys action area is one in which it has never really had a major role.” Ian Downes, managing director of Start Licensing, concurs: “I can see at lots of levels it has great benefits for Disney, not least access to great characters. This will be useful content for their growing TV networks, which need more boy content. And I guess for Marvel it will provide new resources and creative input to achieve more from their portfolio of characters.” Darren Kyman, executive director of marketing and retail development at Paramount Licensing, also believes the deal makes sense: “Disney [have] filled the remaining gap in their expanding portfolio for older boys and young men, and Marvel now has even greater support in bringing to market its impressive line-up of characters.” While nothing has yet being announced on how Marvel will be integrated into Disney, the firm obviously has a number of existing licensing agreements for various
Such major acquisitions are really not too surprising as it is the primary growth area left for the bigger licensing companies.
groups from 0 to 14 across most mediums. This makes it very difficult for new and potentially highly creative properties to break through at almost every level. However, it will drive the ongoing success and growth in children’s entertainment and licensing, which has to be a good thing.” While big deals such as this are difficult to pull off, similar acquisitions can’t be ruled out in the future, says Bulldog’s Corney. “The licensing landscape has changed a huge amount in the last few years alone. With licensors increasingly looking to place major brand names with the smaller licensing companies as they recognise the huge importance of close management in difficult times, major acquisitions are really not too surprising as it is the primary growth area left for the bigger licensing companies,” he states. Start’s Downes gets the last word: “As an aside, I thought it was a great boost for licensing and IP to see this story reported so widely. I think it is another sign that our industry is gaining in recognition.”
Rob Corney, MD, Bulldog Licensing categories in place which could well be affected. “Hasbro has a lengthy agreement to make toys and games based on Marvel characters,” points out Kirsty Guthrie, MD of KJG, “but what happens thereafter will be interesting as Disney has a longer history with Mattel. “Whatever happens, both Hasbro and Mattel are going to face tricky licensing negotiations in the future given Disney’s reputation for driving tough deals.” Long-term implications for the industry in general are also hard to gauge. “It really depends on whether you believe that consolidation that maintains the health of the parties involved is a good thing or not,” says
Andrew Kerr, executive director, consumer products and marketing international at Classic Media. “In this case, with both parties relatively robust, it’s less about the survival of either. And, on that basis, Disney further growing its content base to feed its global businesses only makes the playing field for the rest of us all the tougher.” Andrew Carley, head of licensing and merchandising at E1 Entertainment, puts forward this view: “[The deal] makes Disney a dominant force across virtually all entertainment age OCTOBER 2009
RETAIL FOCUS SELFRIDGES
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The sales department Selfridges renewed its commitment to the toy market last year, albeit on a seasonal basis. This year it has doubled the size of its toy department at its Oxford Street store and is considering making it a permanent fixture. Ronnie Dungan spoke to the firm’s toy buyer Michael Berry to find out why…
FOR A MARKET with little or no prospect of significant growth, there’s certainly a lot of retail interest in the toy market right now. HMV and Play.com have both declared a wish to increase their toy business and Selfridges has become the latest to open its toy department and declare an interest beyond mere fourth quarter seasonality. Michael Berry, toy buyer at Selfridges fill us in further: “It [the toy department] was 2,000 sq ft last year and this year we have doubled it to 4,000 sq ft. We basically wanted to offer some width to customers. The feedback we got from them was that it was a little too narrow. “This year the department has been moved to the fourth floor, having been on the lower ground floor last year. And it’s also next to the restaurant, which makes it better for families.” In keeping with a store steeped in history and tradition, the department
focuses on both the old and the new and aims for a broad-based selection. “We’ve got a lot of retro games in the department this year, but we have also got more current licensed hits such as Ben 10 and Transformers. We have a Girl’s World display and we’ve doubled the Hello Kitty concession too.
round and keep it as a permanent toy offering,” he says. A lot depends on how successful it is this Christmas. Where stores like Selfridges are important on a wider basis for the toy industry is in bringing a more exuberant offering. The much vaunted theatre that is so important to attracting children in-store.
It was 2,000 sq ft last year and this year we have doubled it to 4,000 sq ft. We basically wanted to offer some width to customers. The feedback we got from them was that it was a little too narrow. “So there’s a lot more options for everyone now.” But whilst it is currently only a temporary annual presence in the department store, Berry is keen to make it a permanent fixture. “It’s been slowly growing year on year and I’d like it to stay all year
“For Selfridges, toys are a really important part of the jigsaw puzzle and we want to keep kids involved and satisfied,” says Berry. “The trade have been very supportive. We’ve had demonstrations from VTech and we have Gruffalo product, with a book
signing on October 27th which will tie in with the BBC special which is on over Christmas.” Backing from the trade has also been important and the firm places such importance on creating atmosphere and excitement in the new toy department, it has even invested in sending its staff off for special training. “Most people have been very supportive. They remember what it was like years ago with Selfridges toy offering. “Hello Kitty has a brand new costume, so she will be roaming around the department. We have even been sending some of our staff for acting lessons. So we’re trying to make it as theatrical as possible.” All of which is only good news for the toy industry. Growth this year may be negligible, we may even see a decline, but the toy retail sector itself hasn’t been this interesting for quite some time. OCTOBER 2009
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SUPPLIER FOCUS TOPPS
Get stuck up The collectable stickers and trading card games market is booming business for toy retailers. The Topps line features some of the leading licensed brands and characters including Ben 10 and WWE, with more new lines launching soon. Ronnie Dungan finds out what’s coming up…
Out Now Ben 10 Alien Force The third collection includes over 200 stickers and a 40-page album, featuring all the episodes from series one, profiles of all the new heroes, monsters and aliens, a competition, an A2 Wallchart Sticker Quiz, and a selection of special rare stickers. The collection is being supported by a national covermounting campaign in top children‘s publications. The range is out now and albums retail at £1.49, with packets of six stickers on sale at 40p.
Club Penguin
on-shelf displays are vital to ensure VALUE-ADDED impulse purchase sales are maximised,” adds Rodman. items such as trading cards and “Inevitably, as competition for stickers have become a vital part of limited disposal income increases, any toy retailer’s arsenal. marketing and promotional The right licensed line gives kids campaigns are essential in capturing an instant way to satisfy their urgent the imagination of the consumer. need to buy in to their favourite Topps has increased its marketing show, sport or hobby and Topps has a spend in all areas, combining number of the hottest kids properties heavyweight TV campaigns with in its collectables line-up including national newspaper promotions.” boys’ favourite Ben 10. Match Attax will be one of the Chris Rodman, vice president of firm’s biggest sales drivers with the Topps Europe, says: “Unlike many World Cup next year and will be other consumer product categories, backed by a £750,000 TV campaign the collectables market continues to across dedicated perform extremely The success of children’s channels. well and is giving a vital boost to the collectables “With the start of the Premier League retailers during the season, followed by current economic category is driven by downturn. innovative and creative the World Cup and, the launch of a “The success of offerings. range of England the collectables branded collectables category is being from Topps, the next 12 months will driven by innovative and creative be a time to capitalise on the product offerings that combine both country's insatiable passion for collectability and interactivity.” football. For those whose interests lie The trading card game category elsewhere, there will be exciting new has now become the single largest Disney, WWE and Ben 10 lines.” sector in the market in terms of unit Stickers based on BBC show Merlin sales and is led by Premier League are to be launched to coincide with Match Attax, WWE Slam Attax and its second series of the hit show. Club Penguin. All Topps’ products. In a market full of popular TCGs, “Clearly, stocking the ‘must have’ many of which have sophisticated collectables drives footfall from both fantasy and role-playing elements, children and their parents and, with Topps’ range of straightforward stickers one in every 2.5 boys between the and collectables make for an easy ages of seven and 13 collecting alternative for most kids and retailers. Match Attax, retail availability and OCTOBER 2009
Topps is continuing its long history of successful Disney products with the launch of the Club Penguin ‘Card Jitsu’ trading game. The game is fully integrated with the popular Club Penguin virtual world, and kids can play Card Jitsu online or offline. It features unique online code cards that unlock exclusive Power Cards online. Winners of the Card Jitsu trading card game can fasttrack their ability to earn belts to become a ninja. There are 48 Game Cards to collect, along with eight Customisable Penguin Cards with 12 dress-up stickers to clothe your own penguin and 12 foil power cards.
COMING UP Adventures of Merlin In October, the news trade will get a shot at top-rated BBC show The Adventures of Merlin, as Topps’ sticker album based on the show will beat action figures to the UK market. It will feature over 200 stickers as well as a 40 page album. Chris Rodman, vice president of Topps, says: “Topps has a long history of working with the most successful licences and we are delighted to be able to add Merlin to our range of collections. We hope this will be the start of a long and successful relationship between Topps and Fremantle Media.” The collection will launch on October 10th, to coincide with the start of the second primetime series on BBC One.
Premier League Match Attax Premier League trading card game and playground phenomenon Match Attax will be back for a new season from 15th October with a new look and feel and over 400 completely new cards to collect. It will include a new selection of special cards featuring manager cards and special ‘i-cards’ that enable collectors to play, collect and compete online with people worldwide. Additionally, the collection will feature a number of limited edition and promotional cards, including rare signed cards. Topps will be supporting the launch with a £750,000 TV advertising campaign across kids’ channels, national newspaper promotions and a tour taking the collection to 19 shopping centres across the UK and Ireland. The collection has an estimated retail value of £32.2m. It is believed that Match Attax has around 1.5m collectors in the UK, which equates to approximately one in every 2.5 boys between seven and 13 years old, making it the biggest selling collectable in the UK.
WWE PowerChipz Topps will be building on a long line of successful WWE collectables with its brand new PowerChipz collection, due for release in November. The collection will feature numerous magnetic chips and a ball, which children will use to play a simple game – a format that’s already proved very successful in international markets. PowerChipz will be supported by TV advertising as well as national newspaper and magazine promotions.
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Licensing Partner Wanted To help build a new unique brand of pre-school exercise plush animal characters and adventure story books for the UK and European markets. Now marketing in the UK after three years R&D and trials. Email Chris Gill on worldofwizz@tiscali.co.uk or call +44 (0)7836 748640
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SUPPLIER FOCUS GIBSONS GAMES
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It’s a family affair Founded in 1919, Gibsons is celebrating its 90th birthday. And whilst the sprightly nonagenerian has undergone plenty of change since then, the one constant has been the ownership and management by the Gibson family… MICHAEL GIBSON, grandson of the founder has been heading up the firm since the mid seventies. His daughter Kate is also a director, and his niece Nicki Heyworth acts as national sales manager. They, alongside the rest of the Gibsons team have been responsible for the growth the company has experienced in the last few years. With Kate Armitage now taking maternity leave and Michael Gibson taking up the role of chairman, Nick Wright has joined the firm as interim managing director. Meanwhile, the firm is continuing the process of expansion from its core games business into the growing puzzle market. In the early 1990s the firm adopted a fresh approach to jigsaws, using thicker board than other players in the market, spending time and money on the packaging and presentation aspect and above all, offering a better choice of images. Starting from just eight titles called Britain from the Air, the range is now over 230 strong with more than 90 new titles added this year alone. Also this year, Gibsons successfully moved into the children’s puzzle market and the My World range of ‘planet friendly’ puzzles has been awarded a Gold Good Toy Guide Award, and a Right Start Award.
Kate Armitage says that for the future, having now successfully built up its adult puzzle brand, it is very much the intention to stay there and
to name but a few,” explains Armitage. “These have been very successful for us so far and we will continue to seek further
The Gibsons brand is about doing things that little bit better. It is important to us to maintain the quality and traditional values we’re known for, whilst bringing fresh products to market. to continue to refine and improve the company’s offering. “We already have licences with the National Trust, National Gallery and the Imperial War museum
opportunities with established brands and institutions.” The firm is also keen to explore kids licensing, although it does have reservations about the risk and expense involved.
“Character licensing for our Children’s range is not something we would rule out,” says Armitage. “Although we currently are focused on expanding our presence in this market through properly-researched and developed generic jigsaws, which avoid the volatility of the character licence jungle.” And in the meantime, the games business continues to flourish in what has become a very tough market and there is even talk of expansion. “Games are still a very large part of what we do well, with both classic and licensed titles in the range including top seller Pass the Bomb. Our experience and heritage in the games market will continue to be put to good use and we will see considerable expansion of this side of our business in 2010 and beyond. “The Gibsons brand is really about doing things that little bit better. It is important to us to maintain the quality and traditional values we are known for, whilst bringing fresh products to market. This continues to be the core of our strategy for the future, whether it be games, puzzles or anything else that has the potential to be with us in ten years, when we reach our centenary.” For many, talk of the next ten years may be bordering on bullishness in the current economic situation. Then again, this is a family firm that has survived more than a mere credit crunch in its long history. And with a new family member arriving imminently they’ve even got the position of MD to oversee the next 50 years already sorted.
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MARKET RESEARCH CARRICK JAMES
What kids want Our sometime glimpse into the media habits of the toy market’s core audiences returns, with more stats from leading kids’ market research specialist Carrick James…
OCTOBER 2009
TV PROGRAMMES (Boys aged 5-6) (Unprompted) 1. Ben 10 2. Horrid Henry 3. Power Rangers 4. Doctor Who 5. Spongebob Squarepants
TV PROGRAMMES (Girls aged 5-6) (Unprompted) 1. High School Musical 2. Hannah Montana 3. Cbeebies 4. Peppa Pig 5. Dora the Explorer
HEROES (Children aged 0-4) (Unprompted) 1. Peppa Pig 2. Dora the Explorer 3. Iggle Piggle 4. Fifi and the Flower Tots 5. Bob the Builder
Alien-bashing Ben 10 remains the strongest name among this age group, as carried out by sales of the Bandai toy range and other associated products. Horrid Henry’s despicable behaviour continues to resonate with fledgling schoolboys, while Doctor Who normally skews slightly older than this audience, but proves its broad appeal.
One would wager that High School Musical and Hannah Montana were some way ahead of the rest of the pack on this. Peppa and Dora continue to hold up their end as proper pre-school properties here.
At least it isn’t Phil Mitchell topping the list here, although he does sometimes have the same complexion as Peppa Pig. Too early for a mention of Waybuloo, which offers the same potential as the others on the list.
TV PROGRAMMES (Boys aged 9-10) (Unprompted) 1. Doctor Who 2. The Simpsons 3. Spongebob Squarepants 4. EastEnders 5. Family Guy
TV PROGRAMMES (Girls aged 9-10) (Unprompted) 1. Hannah Montana 2. High School Musical 3. Tracy Beaker 4. EastEnders 5. The Suite Life of Zack & Cody
The good Doctor, who hasn’t even been on TV this year, has achieved the remarkable feat of knocking The Simpsons off the top slot. Normally the Springfield family are a shoo-in for the top slot in these surveys. Spongebob also continues to resonate well.
Amazing how popular EastEnders is with nine to ten year olds. It says a lot for its quality of writing. It’s three Disney Channel giants that dominate, with Tracy Beaker the only home-grown property.
HEROES (Children aged 5-14) (Unprompted) 1. Hannah Montana 2. Zac Efron (Troy) 3. David Beckham 4. Ronaldo 5. Doctor Who The enduring appeal of Golden Balls Beckham appears to finally be on the wane, and now that Ronaldo has left for Madrid, it won’t be long before he is forgotten too. Hannah, and the lovely Zac (sigh) rule this age group, with Doctor Who still making an impact.
CARRICK JAMES MARKET RESEARCH
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CARTOON & PUPPET CHARACTERS (Children aged 0-4) (Unprompted) 1. Any In the Night Garden 2. Peppa Pig 3. Dora the Explorer 4. Bob the Builder 5. Fifi and the Flower Tots Peppa Pig’s rudimentary 2D animation continues to hold greater appeal than its more sophisticated CGI and stopframe rivals. It must be all the oinking. In the Night Garden continues to rule the roost here though.
CHARACTER PRODUCTS BOUGHT FOR CHILDREN IN THE PAST THREE MONTHS (Parents of 0-4 year olds) (Unprompted) 1. Winnie the Pooh 2. In the Night Garden 3. Thomas the Tank Engine 4. Peppa Pig 5. Dora the Explorer Never mind what kids want, it’s Winnie the Pooh they get. Thomas is a perennial favourite, and Peppa and Dora continue to sell extremely well.
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COLLECTABLES (Children aged 5-14) (Prompted) 1. McDonalds Happy Meals 2. Premier League stickers 3. Kinder Surprise toys 4. KFC kids meals toys 5. Barbie The combination of film and fries is still a powerful mix with kids across the age groups. Indeed the toy plus fattening crap mix is powerful throughout the list here. It’s good to see some old-fashioned football stickers and dolls represented.
SPORTS PERSONALITIES (Children aged 7-14) (Unprompted) 1. David Beckham 2. Ronaldo 3. Wayne Rooney 4. Steven Gerrard 5. Lewis Hamilton When will he go away? Perhaps when he’s cost us the next World Cup? Sadly the diver, the granny-shagger and the part-time nightclub bouncer are who kids look up to these days. Makes you almost thankful for Lewis Hamilton.
CHARACTERS, TOYS AND LICENSED PRODUCTS TRACKING
Helping you achieve the best results ■ Which characters do children know of and like? User profiles. ■ Which licensed products do children want? ■ What character based toys are played with and wanted?
We can help you build research into your strategy, enabling you to keep pace with evolving trends ■ FaceToFace surveys with 5-14 year olds and parents of 0-4s. ■ On-line research and blogs with a community of mothers ■ Subscribe to regular syndicated Child Track, Baby Track research
Carrick James Market Research 6 Homer Street , London W1H 4NT Call Carrick at 0207 724 3836 email: carrick@cjmr.co.uk web: www.cjmr.co.uk
ITS PUZZLES GALORE TAXING YOUNG MINDS IS EASY WITH A VERITABLE ARRAY OF AWARD WINNING PUZZLES, FROM THE BRANCHING OUT COLLECTION BY JOHN CRANE LTD. The colourful Chunky Puzzles were introduced last year with the arrival of the Chunky Puzzle Safari and the Chunky Puzzle Farm, continuing the theme in 2009 are the Chunky Puzzle Pets and the Chunky Puzzle Transport, both equally as bright and captivating. Each puzzle is a host of chunky pieces housed in a brightly coloured board for matching. The whole collection of four puzzles has just achieved a Gold Award ensuring recognition for their innovative design. Each puzzle piece is ideal for small hands to hold, and the thickness of each pieces means they stand alone for added play value. What’s more, creative kids can use the pieces as drawing templates too!
ALL CHUNKY PUZZLES WILL CAPTURE YOUNG IMAGINATIONS TO ENCOURAGE NEW VOCABULARY AND HAND EYE CO-ORDINATION! For more information on brands available from John Crane Tel.: 01604 77 49 49 Email: sales@john-crane.co.uk
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Answer the question correctly and send your answer, name, company name & address to toynewscompetition@intentmedia.co.uk by October 31st 2009
SECTOR GUIDE WOODEN TOYS
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Knock on wood Despite its representation of the more traditional side of the toy market, the wooden toy sector is still going strong and appeals to many gift givers and children alike, grabbing extra kudos for its green credibility and educational value. ToyNews finds out what’s new in the sector… MARBEL
Marbel continues to bring educational and developmental wooden toys to the UK market. New products from Plan Toys include the Walking Elephant, Eco Town and Green Dollhouse. The Walking Elephant allows children to sit on and ride him as the child’s rocking motion translates into a walking effect, it retails at £89.99. The Eco Town is a collection of several products that can be bought individually or as a complete package. The town features an Eco Home, Eco Train Station and Train, Eco Charging Station, Eco Vehicles, Eco Street Lighting and a Play Mat, it retails at £69.99 (complete set). The Green Dollhouse is an ecoefficient home. It features alternative
01208 629672
fuel sources and environmental controls used in today’s modern eco homes. Children learn as they play that by using energy, water and other resources efficiently, they can protect the environment, RRP £99.99. All Plan Toys are produced from sustainable rubberwood and finished with preservative free/non-toxic paint. Established in 1987, I’M Toy has developed a range of wooden and fabric toys. The firm has used sustainable rubberwood, natural paints and finishes since setting up production in the late eighties. I’M Toy develops products for children from birth up to five years of age and over.
INTERPLAY 01608 488944
Wooden construction with a technical twist is at the heart of Interplay’s Technokits. The timber slot technology uses interlocking pieces of pre-cut wood to form a basic model on to which electric motors and other components are added. Each kit includes stickers for customisation. The range of kits includes Build an Electric Chopper and Build an Electric Stunt Buggy, both of which are suitable for boys aged eight and over. All Interplay’s products benefit from packaging which makes a uniform display in-store and are supported by marketing and PR.
JOHN CRANE
The Toy Workshop’s catalogue fits comfortably within the growing John Crane portfolio, featuring wooden furniture to personalised items, pocketmoney priced toys, small world toys and alphabet letters. The Giant Pirate Ship is highly decorative, in red, yellow and blue and stands over 30cm tall. The stripy sails adorn a mast topped with the Jolly Roger, and the boat also features a crew and stolen treasure.
GREEN BOARD GAMES 01494 538999
Exclusive to Green Board Games is Crosswise from Mindware, a simple to learn game for the whole family. The game challenges players to think in all directions and plan ahead. Players earn points by matching three or more wooden tiles in rows while stopping their opponent doing the same in the columns. Players are also able to play extra tiles, move and swap them too. Also new to Green Board Games from Mindware is Qwirkle Cubes, the improved follow up to Qwirkle. The game plays very much like the original, however, players have more control over their hand because they can roll and reroll wooden cubes to get the right shapes. Nevertheless, because everyone plays open-handed, you can better judge your opponent's future moves. Simply create rows and columns of matching colours or shapes to score the most points.
01604 774949
The Toy Workshop has recently signed a deal to produce wooden toys and furniture for Postman Pat SDS. The new range will be launched at the London Toy Fair in January 2010. Alternatively, Pintoy has launched the Eco Lodge to teach children how to reduce their carbon footprint. The Lodge has many years of research behind its exterior so is a factual representation. The green roof represents a roof planted with Sedum,
an evergreen plant and sits alongside solar and photovoltaic panels, harvesting sunlight to produce energy, while the rain gutters gather water and store it in the water butts. Within the Lodge there is a Trombe wall – a sun-facing wall acting as a thermal mass, combined with an air space, insulated glazing and vents to form a large solar thermal collector. Accessories for the house include recycling bins for glass, paper, garden
rubbish and landfill, plus a wind turbine. Also included is a booklet explaining each feature of the house. The Branching Out series has added to its First Bike collection, where three versions are now available. The new addition is royal blue. Each First Bike has a padded seat, easy grip handlebars, chunky pneumatic tyres, and height adjustable seats. The blue version also boasts a carry handle.
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SECTOR GUIDE WOODEN TOYS
HALSALL
Halsall offers a Peppa Pig Wooden Ride-On and pedal free Training Bike. Both items are easy to assemble and feature colourful brand graphics. Covering several price points under £9.99, the pre-school collection of Dora the Explorer wooden puzzles includes Double Sided, Circular and Textured Puzzles, Jigsaws and Dominoes and a Clock and Numbers Puzzle, the range combines a wide selection of pre-school wooden lines. There’s also a Wooden Explorers Case, which contains everything necessary for mini exploring adventures and a Bead Set comprising lots of colourful wooden beads to create Dora necklaces and bracelets.
WORLDS APART
The Dream Racer, a sturdy wooden car, is the new addition to the award-winning Dream Town Range from Worlds Apart. With research showing that boys require ‘props’ to encourage them into imaginative games, the firm developed the Dream Racer with numerous roleplay opportunities. The lift-up bonnet reveals an engine so kids can remove the oil cap, check the level and top-up with the oil can, or pull out the spark plugs and use the tools provided to tinker with the engine. The car also features a steering wheel and working horn; the oil can and tools fit on the parcel shelf. The Dream Racer is constructed from MDF but the impact
OCTOBER 2009
01253 778888
Halsall’s Wood Works range includes modern versions of wooden classics such as a light-up Victorian Dolls House complete with a full set of furniture and four figures, and an Electronic Train Set. There are also traditional products such as Musical Instruments, an Educational Black Board, Activity Baby Walker, Vanity Table, a wide selection of wooden pre-school puzzles, activity toys and building blocks. For players of any age, the Traditional Games range provides quality wooden game sets and compendiums comprising classic board games all in one, providing hours of family fun.
TREASURE TROVE Brio has decided to focus on the products it is best known for in the UK – the Wooden Railway System and classic wooden toys. This tactic will be enhanced by new distributor Treasure Trove, with marketing activity to deliver the message. Fresh colour options and attention to detail feature in lines such as Puck – the eight-piece stacking dog, who joins a range of other stacking toys and
01285 62039 Pounding Bench, the 50-piece building blocks and sorting box set. Other toys in the range include push-along characters and ride-on toys. The railway range for pre-schoolers aged three and over includes complete railway sets and starter sets. Furthermore, a range of products will be available that can be added to the sets including buildings, bridges, wagons, engines and train sets.
0800 389 8591
resistant plastic bumper will protect furniture from scrapes. As for the girls, Worlds Apart has designed the new wooden Rose Racer, which comes with a plush puppy that fits neatly in the back of the car. The Dream Racer and Rose Racer cars will be sold as stand-alone toys and as accessories to the Dream Town Gaskett’s Garage and Rose Petal Cottage respectively, helping to further strengthen the company’s position in the role-play sector. The products will be supported via PR activity and a substantial number of TVRs for the Dream Town role-play sets in the run up to Christmas 2009.
MANHATTAN TOY Manhattan Toy’s range of playthings is designed to encourage sensory development, communication, handeye co-ordination and motor skills. Following on from the award-winning Skwish, with brightly coloured rods, beads and balls, Manhattan Toy’s launching a range of eight wooden toys. The series is designed to encourage the development of fine motor skills
0208 944 3160 and provide auditory and visual stimuli. Additionally it is comprised of multi-coloured baby beads, wooden rattles and activity toys to keep children active. Four Pull-a-long friends complete the range; the characters include a shark, puppy, alligator and toucan. The products are made from rubberwood with a non-toxic waterbased finish.
Railway
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SECTOR GUIDE WOODEN TOYS
RC2
Learning Curve’s Thomas Wooden Railway System encourages role-play for toddlers aged two and over. The range is fully compatible and includes reversible tracks with roadside markings. New packaging designs incorporating windows will display more efficiently what is contained within for added impact in-store. There’s a new Hero Of The Rails CGI DVD movie due for release on October 12th, and RC2 will introduce a Hiro engine to coincide with the launch. A new addition to the Thomas Wooden Railway System for 2009, the new Thomas-saurus Rex Set sends Lights & Sounds Thomas through the interactive T-Rex Stop & Go Museum, pulling the Fossil Car behind him. The 32-piece play-set comes with T-Rex Tunnel, Stop & Go Museum and the Fossil car. It also includes Stepney and Lights & Sounds Thomas.
FIESTA CRAFTS
Fiesta Crafts’ new wooden block set is all geared up to make a big noise. The colourful Sort N Shake will get children’s attention as each block makes a different sound. They rattle, rustle, jingle or clatter. Each block is uniquely sized and features a painted animal character as well as individual numbers. The corresponding amount of dots is designed to help early learners count, stack, sort in size and start to recognise different animals. As with all Fiesta Crafts products, Sort N Shake has been designed to encourage learning through play. The Paint, Make & Play range presents a simple concept where
OCTOBER 2009
01271 336155
The new Thomas Wooden Railway System, Talking Railway Series uses new Engine Recognition Technology to activate over 200 personalised phrases (when used with Talking Railway engines) from the Fat Controller at Talking Railway Series destinations. Each engine features a gold magnet connector in order to differentiate them from regular Thomas Wooden Railway System engines. Furthermore, they include personalised gold names and Engine Recognition icons on their base and can interact with the traditional engines by triggering non-personalised messages to enhance the Thomas play experience. The new Cranky The Crane destination includes a cargo car and cargo, raise and lower winch mechanism and an attached office where engines are greeted individually by the Fat Controller as they pass by.
020 8804 0563
children can make their own toys. Once complete, the Paint, Make & Play Castle is brought to life with the addition of colourful hand-painted wooden and fabric characters including a knight, king, jester and wizard, and is ready for kids’ imaginations to run wild. Everything that is required, including paints, brush and snap-together wall, is contained in each of the sets and the printed picture outlined on the walls means painting is simple. When play is finished, the Paint, Make & Play set can be easily dismantled for storage, and tidied away back into the carry case packaging with rope handle.
SCHLEICH Schleich’s Farm Life collection is home to a selection of wooden farm buildings. The Horse Stable provides children with a place for their Schleich horses to live. It comes with a huge range of features including a removable roof for access, three stalls and a tack room. Alternatively, the Barn is a traditionally designed building that would look at home on any farm. This too has a removable roof, allowing easy
GREAT GIZMOS Great Gizmos’ Traditional Wooden Toys collection offers a selection of nononsense wooden toys. Its array of games includes old favourites such as Hammer Ball, which has tots knocking and tapping to develop hand-eye coordination, and Alphabet Blocks, which teaches children to make words and learn to spell by construction. The collection is made in traditional wood, finished in bright primary colours and is lacquered to provide a long-lasting polished finish.
01279 870000 access to the stalls inside, which are separated by removable partitions, while the double opening barn doors to the front and back allow ease of use from both sides. Each of these farm buildings combines natural wood and plastic parts. Scaled to fit the Schleich farm animals, each building arrives flat packed and is easy to assemble without the need for additional fixings or tools.
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SECTOR GUIDE WOODEN TOYS
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DKL
01604 678780
GOLDEN BEAR Wonderworld offers a full range of both classical and contemporary wooden toys that are educational, making learning enjoyable for children. The toys are colourful and include rattles, shape sorters, stackers, walkers and sit and ride-ons. New in 2009 is the kitchen range. This re-vamped set has new designs and accessories, with a cooker, sink, fridge, washing machine and microwave. The new accessories include pots, pans, utensils, washingup liquid, popcorn and washing detergent. This improved set is suitable for ages three and over. Wonderworld uses only environmentally friendly materials such as replenishable Rubberwood. Its packaging is made from 70 per cent recycled paper and only non-toxic colour and lacquer is used. The Eco Series offers a variety of toys and games that aim to educate children on environmental issues and, simple measures to minimise effects of global warming. The new two-storey Eco House is bright and bold in colour with a solid wooden frame, and comes with accessories including furniture and figurines. The house contains energy
BIGJIGS
features such as wind turbine, solar panel, recycling bins, a bicycle (instead of a car) and a water butt. The Eco Range also has new games. The Penguin Rescue Game is a dice board game designed to raise awareness of global warming. The purpose is to rescue penguins stranded on Icebergs that have melted. The new three-storey Modern House features an opening door and roof for interactive play. All rooms are equipped with modern furniture and three dolls. Another addition to the wooden range this year is the Grocery Shop. Featuring sliding front windows and an opening roof which provides easy access, the Grocery Shop also comes with a customer, grocer and display. The Mini Truck Range is sturdy, vibrant and realistic. The latest addition to the range is the Mini Taxi. Wonderworld’s Education range includes Blocks, Shape Sorters and Stackers. The Rainbow Sound Blocks come in a sturdy wooden box and feature shapes with perspex coloured windows with beads inside to make a shaking toy. What’s more, children can build, and match up the colours and sizes of blocks.
Golden Bear introduced its wooden range in 2008 with the Charlie and Lola toys. In the wooden balancing game, kids have to roll the dice and balance the brightly coloured shapes on the boat. The colourful, chunky pieces of the Alphabet Set, Number Set and Dominoes will help to encourage basic learning skills. Peppa Pig has been introduced into the wooden range for 2009 with Grandpa Pig’s Train featuring bright pieces, which build up Grandpa’s Train. Once built, children can pull the train
01952 608308 and take Peppa and her family on an amazing adventure. The pullback vehicles include Daddy Pig’s Car, Camper Van and the School Bus. Peppa’s Numbers and Alphabet Set and Grandpa Pig’s Balancing Boat were all introduced in spring 2009. Arriving for autumn/winter is Peppa Pig’s Tree House, Weather Dial and Fruit and Veg patch. The wooden range will be extended in 2010, with products being launched within the JCB range, and the brand new licence Timmy Time Wood.
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HIPPYCHICK
BigJigs Toys has acquired the Joy Toys of Malvern business. Joy Toys started production of dolls houses and play-sets including farms, garages and castles in Malvern in 1969. The core business has remained largely the same throughout the
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company’s history other than production moving to the Far East in 2006. The firm’s past owners were keen to keep larger style, quality toys available to the independent sector of the market and BigJigs is enthusiastic about adding the Joy Toys range to its collection.
The Wheelybugs from Hippychick feature simple lines and vibrant designs. The sturdy wooden frame and padded layer of sponge covered with tough polyurethane means the bugs can withstand rough play. The Wheelybugs feature multidirectional castors to offer easy manoeuvrability and limitless mobility. This sustains the toddler’s interest for longer and helps to develop their spatial awareness, encouraging them to use a greater variety of lower limb muscles. The easy grip handle bar also
01278 434 440 means the product can be used as a push-along toy when babies and toddlers are taking their first steps. Unlike many ride-ons, the large Wheelybug lasts a child from toddler to school age. The toys have a unisex appeal, making them ideal hand-me-down toys, or playthings for nurseries and playgroups. Available in two sizes, there are five styles: the ladybird, bee, cow, mouse and tiger designs. Wheelybugs are suitable for one to five-year-olds.
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SECTOR GUIDE WOODEN TOYS
MARTIN YAFFE
New 3rd & Bird play items from DanJam Toys will be rolling out during 2010. Lead items include the Puppet Theatre, with wooden characters and sliding props, and The Muffin Express, which features removable 2D character pieces that bob up and down when placed in the carriages. Character Whistles play on the musical element of the show: the colour co-ordinated printed whistles, featuring Muffin, Rudy and Samuel, all make bird-like sounds and feature hot stamp graphics. A range of pull-string characters is also available. The new 2010 line-up for Waybuloo introduces puzzles and play items inspired by Nara and the Piplings. The Chunky Eight Piece Puzzle features double sided pieces. When one puzzle has been completed, the pieces can be tipped out and turned over to start a new game. Nok Tok’s Tool Box, with wooden play tools and accessories, will inspire problem solving and practically minded pre-schoolers, while active and imaginative kids will love the Activity Dice, which recreates the
COILEDSPRING GAMES 0870 446 1515 Gigamic produces wooden games including Quoridor, Quarto and Katamino specifically for adults. New this year is Eclipse, with simple rules whereby players have to rotate their satellites to trap their opponent’s comet. Gigamic is distributed by Coiledspring Games in the UK, which also distributes the award-winning Gobblet. This noughts and crossesstyle game involves gobbling up their opponent’s smaller pieces in order to get four Gobblets in a straight line. Coiledspring Games also has the Tactic range of generic games.
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goings-on of Nara. Her actions include hopping, wiggling and touching the sky activities. An impulse range of pocket-sized Character Collapsibles, featuring all four Piplings with their own Nara Bug, adds to the launch range, which hits shelves in spring 2010. Finally, DanJam Toys has introduced a range of pocket money and impulse items across its In the Night Garden, Bob the Builder, Thomas & Friends and Mr Men ranges. The products include spinning tops, wobblers, mini vehicles and pull and play characters.
GIBSONS GAMES New from Gibsons is a selection of deluxe game sets including wooden Backgammon and Chess. The Chess Set comes in a faux leather case and contains weighted ‘Staunton’ pieces, with a choice of king heights. Also in the Gibsons range is a number of traditional wooden games made from re-forested hardwoods. Each product goes through an exhaustive hand-finishing process,
020 8661 8866 resulting in a smooth, polished and refined finish. The range includes classics such as Shut the Box, Chinese Chequers, Mancala, Dominoes and Cribbage. Also available are four mini games including Tiddly Winks and Solitaire, both produced from high quality, re-forested hardwoods. Each game is presented in classic, yet contemporary packaging enhancing its green credentials.
HABA 01613 049555
ASOBI Asobi has three ranges of wooden toys, ImagiPLAY, Eco Games & Soopsori. ImagiPLAY is a range of pre-school wooden toys. The sustainable woods used (basswood, beech, bamboo, pine and rubberwood) to make the toys are preservative free and always come from plantations or managed forests. Key products in the range include a Noah’s Ark, Earthworms, ColorMeUp Kits, natural 3D wood puzzles that can be painted, plus Colorific Earth Puzzles, 3D Alphabet and number puzzles, and a Green Magic Set. Eco Games is a line-up of bamboo games available from quarter one in
01628 200 077 2010. The range focuses on everyday classics such as Chess, Backgammon, Mancala, Dominoes, a Tumbling Tower and a Compact Compendium. Also available in the first quarter of 2010 is Soopsori, a range of quality wooden toys for young and old alike. The line has been developed by a Korean manufacturer and uses a combination of 20 different highly polished woods. The toys are in some cases traditional, such as building blocks, but often unusual, including bears, robots, transforming robots, a doctor’s set, a fishing set and food play.
Made from sustainable beech wood, water-based and solvent-free lacquers, Haba’s wooden toys are ecofriendly with traditional play value. The range offers something for all ages starting with Pram Decorations and Wooden Grabbing Clips themed around pixies, flower fairies and animals. From six months old, there is the activity-filled Clutching Toys with bells, mirrors and movable parts. The firm offers numerous push and pull-along toys to choose from, including Cory Caterpillar and Locolino. Many of the wooden wheeled toys also incorporate stacking and threading activities. Having recently won Gold in the 2009 Good Toy Awards, the Coloured Building Blocks Maxi is suitable for babies and older children. Chunky, colourful Building Blocks Sevilla and Fantasy Blocks are suitable from one year upwards. Haba’s Ball Track Construction Set features numerous parts to collect, including winding tracks, staircases and cascades, to create an obstacle course. Once the course has been built, kids can then watch as the marble rolls to its destination.
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SECTOR GUIDE ELECTRONIC TOYS
Electric avenues Although it has a high-profile and includes some big-selling items, the electronic toys category is not the biggest part of the industry by any means. It is nonetheless important for the trade in terms of the amount of innovation and leading edge thinking it brings. Our exclusive NPD analysis, looks at the numbers…
ACCORDING TO the latest NPD Consumer Panel, electronic toys or youth electronics, call it what you will, are worth £110m in the current year (12 months to June 2009) and is one of the smaller toy categories. However, the category has a high number of top sellers, which combined with a high turnaround on new products and innovation, is a key area for the toys to show inspiration and adaptability to new markets. Electronic toys has the highest average selling price of all the toy categories, averaging £13.23 year to date (source: NPD EPoS Retail Tracking Service), with prices continuing to rise. Due to the nature of the category electronic toys has appeal to a wider range of age groups with 16 per cent of sales purchased for children from 1217 years of age, but the strongest age group is 6-7 years who account for 24 per cent. Girls buy into the category earlier than boys from the age of 4-5 years, but in general the category is even split between boys and girls. Previously, robotic pets have been cornerstone of the category, but with the rise in video games offering virtual pets, this category has lost popularity and electronic entertainment now accounts for 79 per cent of all electronic toys sales. The electronic entertainment category covers a wide variety of products with some top licenses making a strong impact in the last year. Both High School Musical and Hannah Montana have grown and are now the number two and three properties respectively, with the Singalong Microphones both in the top five sellers of the category. Ben 10 has also made inroads through the IMC Walkie Talkies reaching eighth best seller. However, the big sellers within the category are the Children’s digital camera with both Vtech’s Kidizoom OCTOBER 2009
Electronic toys has appeal to a wider range of age groups with 16 per cent of sales purchased for children from 12-17 years of age, but the strongest age group is 6-7 years. Category Value YTD June 2008
YTD June 2009
100 90
14% 29%
80 70
(source: NPD) Key
7% Robotic/Interactive Playmates
9%
60 50 40 30
62%
79%
ELA Hardware/ Software & Accessories
20 10 0
Electronic Entertainment
camera and Mattel’s Kid Tough camera having high sales over the last two years and continuing to grow. Indeed, the Kidizoom item has not been out of the top 10 best sellers for total toy market throughout 2009 and now accounts for 13 per cent of total youth electronics category. With its inclusion the Hamleys top toys for Christmas list, the future looks bright as well. While electronic toys is subjected some what to latest crazes, it continues to offer innovation and excitement to the toy market.
SECTOR GUIDE ELECTRONIC TOYS
www.toynewsmag.com
HASBRO
020 8569 1234
Bop it is the electronic game that challenges players’ response time with different commands. The new Bop it can be played solo, in pass it mode for one on one competition or in party mode, where players will have to Bop it on their hip, foot, knee, arm and belly to achieve a high score. Hasbro launched the new generation Bop it with a multi-layered campaign, featuring over 400 TVRS, combined with a PR campaign both on and offline
featuring the new Bop it dance, choreographed around the toy’s new body commands. In addition, an experiential marketing campaign ‘Beat our man on the street’ challenges consumers to achieve a higher score than the Bop it expert. Winners of the competitions will take home a Bop it prize. Bop it is suitable for ages eight and over and can be played alone or in a larger group.
VTECH This year VTech expanded the V.Smile brand with the introduction of V.Smile Motion, an educational games console with wireless motion controller. Targeted at ages three to seven, V.Smile Motion engages children’s brains as they learn spelling, language skills, maths and much more. The motion activated educational gaming system encourages kids to get up and get active as they interact with TV and film characters including Handy Manny, Little Einstein and many more. The product will be supported with a TV campaign airing from late September to the end of November. The advertising campaign will target housewives with young children. Following on from the success of Kidizoom, the Kidizoom Pro builds on the original features to offer children aged five and over an age appropriate Multimedia Digital Camera. Kidizoom Pro features a two mega pixel
MATTEL
Mattel’s Radica portfolio brings music to life with the launch of U-Create Music. This digital music-making system features an interface making songs and remixes easy to create. Children can record samples and mix and match loops from a selection and add in their own voice. Once they have explored the content, kids can visit myucreate.com to download from an online library of content. U-Create Music is supported with TV and a PR programme. Building on the Smart Cycle, the Fisher-Price Smart Fit system brings new ways to experience active learning. The TV-based plug ‘n’ play format will keep kids moving as they walk, run, jump and stomp through ten different learning activities and games using an interactive activity mat. The
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faster they move, the faster the onscreen characters move. Smart Fit features activities including letters, numbers, shapes, colours and more. Fisher-Price Smart Fit will benefit from a marketing campaign including TV and PR. First launched in spring, Sugar Cubes are tween fashion accessories, which enable girls to create and personalise jewellery by combining beads and interactive electronic cubes. This autumn Sugar Cubes Worlds have been updated and girls can now transform their jewellery creations by unfolding beads and bracelets to build mini environments for their Sugar Cubes. Girl Tech is supported by a yearlong partnership with a girls’ magazine, TV advertising for both Sugar Cubes and Sugar Cubes Worlds, and PR.
01235 555545 camera with 2x digital zoom and a built-in flash and stores up to 500 images. It features a video function, MP3 player and five built-in games, with 256 MB of storage plus an SD card slot for memory expansion. The Kidizoom Pro allows connection to the TV to view photos and play games or edit and view photos linked to a PC. With a dual viewfinder and durable design, the Kidizoom Pro has a more grown up look, with changeable face plates and an instant mode selector. This new gadget is also being supported by a sponsorship which runs for seven weeks from the beginning of September. A 30-second competition spot is running on Nick Toons, Nick Toons +1, Nick Jr and Nick Jr 2, driving viewers to a dedicated microsite on nick.co.uk where kids will get the chance to win one of 20 Kidizoom Pro’s. Over one million kids aged four to eight will see the activity.
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CHARACTER OPTIONS
Character is, this autumn, launching a new Rubik’s puzzle – the Rubik’s TouchCube. With all the technology of the new breed of touch screen phones the Rubik’s TouchCube is the first fully electronic version of the puzzle. The TouchCube automatically scrambles itself and the user only has to slide a finger along the face to turn it. The
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cube can also suggest next moves and solves itself at the touch of a button. In contrast, Prime 8 is the robotic biped that will spark a boy’s primal instinct. This innovative robot is a fully interactive gorilla, who plays games and guards your room. Prime 8 is targeted at young teens who will interact with his mood swings as he fires rockets.
BANDAI
Tamagotchi’s latest incarnation is Tamagotchi Music Star. With this latest version, users can raise and nurture their virtual pet, and also learn to play musical instruments. A guitar pick with a secret code for online completes the look, and there are new games and game-play options. A selection of Tamagotchi accessories is available, including
LEAPFROG The Tag Junior book pal from LeapFrog is designed especially for toddlers to take their first steps into the world of reading. Suitable for children aged two to four years-old this toy compliments the Tag Reading System. The toy introduces pre-school skills through stories and activities and can be personalised with a child’s name. As the book pal is moved over the specially created pages, the story will come to life with characters which speak out loud. The product can be connected to the online Learning Path offering parents the opportunity to view their child’s progress. Other online content includes printable activities and rewards including certificates of achievement. Tag Junior comes ready to use and includes the If I Were book. The reader can hold the audio for up to five books at a time. There are seven books to collect featuring children’s characters and authors. The Leapster2 is a pre-school handheld games console that delivers an additional safe and secure online learning experience for children aged four to eight years. Leapster2 has a catalogue of ten educational gaming software titles
OCTOBER 2009
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charms, lanyards and plush holders. Bandai has also launched Tamagotchi Music City at www.tamagotchieurope.com so fans can get bonus items, communicate online, play new games and enter battle-of-the-band competitions with other kids around the world. Tamagotchi Music Star is available now and priced at £12.99.
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including licensed titles Star Wars: Clone Wars, Disney Cars, Sonic X and Dora the Explorer.
The handheld console is available in green and pink, is priced at £49.99 and includes two preloaded games titles –
Dragons to the Rescue and Creativity Castle. The additional software titles are available to buy separately and are priced at £19.99. With Leapster2, children can enjoy handheld gaming on the go and then connect their console online to the Leapster2 KidsWorld website. This allows the children to upload gaming progress and access new content and rewards including certificates, printables and bonus games. The Leapster2 comes with an install CD ROM which allows the console to be plugged directly into a PC or Mac via a USB serial cable and automatically updates the Leapster2 website with all game and educational progress made. This update unlocks new content for the children and also allows parents to access the LeapFrog Learning Path, which gives an overview of their children’s learning progress. The LeapFrog Learning Path has been developed in partnership with leading independent academics and provides parents with an indication of their children’s learning progress. The Leapster2 games are designed to teach skills in key fields including literacy, maths, vocabulary and creativity for ages four to eight.
SECTOR GUIDE ELECTRONIC TOYS
www.toynewsmag.com
VIVID IMAGINATIONS
As master toy licensee for iCarly, the Vivid toy line from Playmates encompasses collectable figures, playsets, electronics and role-play items which will be supported by TV and PR from October 2009. Just like Carly, kids can now create their own iCarly show with the Chat N’ Interactive Play-set (£29.99). This interactive play-set comes complete with two exclusive Fashion Switch Figures that can communicate with each other. By changing the
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background of the play-set, the figures’ chat is automatically changed. The Fashion Switch Figures (£9.99) each come with their own outfit to switch into and the different figures unlock new chat in the play-set. Sam’s Remote (£9.99) features many of the sound bytes from the TV show, so kids can make the audience Boo or Cheer in their own bedroom. Megabyte Mic (£14.99) allows girls to sing along to iCarly tunes, record their own song and interview friends.
DRUMOND PARK
The light-flashing, button-bashing electronic Revo cube from Rubik’s continues to be popular with the preteen age group, both boys and girls. As well as a five-month long TV advertising campaign and PR programme each year, distributor Drumond Park believes the key to the success of this product is getting it into the hands of the consumers. Each year, for both the Revo and the Rubik’s Cube, Drumond Park organises a schools outreach programme tailored to the needs of various types of primary and secondary schools across the country. These involve individual and multiple schools championships, classroom competitions, awards, after
HALSALL
Penalty Shoot Out is an interactive footy game from Halsall that plugs directly into the TV. Based on the
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school and breakfast club activities and giveaways to teachers working with special needs children. Also, for the past three years, the firm has organised The Revo Challenge with most of the big summer activity camps operating in the UK. At one camp, a total of 30,000 children at 27 residential and day venues had the opportunity to enter the challenge with the daily results posted on the website, to keep the competitive aspect going from mid-July until early September. The firm has also supplied Revos to Ski Chalet Holiday companies, Children’s Wards in hospitals, held Cube Contests for gatherings of Girl Guides and Scouts, and Child Carers.
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match-deciding penalty shoot-out, it sharpens goal scoring skills and penalty practice for players of all ages.
Players must kick above the console within the interactive floor mat to send the football on the screen into the back of the net. Each player can kick the ball with varying degrees of power and control and can play against an opponent or the computer. Alternatively two teams can be chosen from a choice of 12 international teams, including the home nations. Halsall also provides a range of electronic illumination toys on an exclusive UK distribution basis. The Movie Motion handheld film projectors turn a room into a cinema in which children can screen Ben 10 and Bakugan action adventure movies. For the pre-school market, the firm also offers Thomas and Friends and Sponge Bob Square Pants Movie Motion varieties. The animation crank controls the speed and action and adds built-in sound effects. The Grab ‘n’ Glow range provides a Ben 10 or Bakugan night light and flash light in one. Each brand features a 3D sculpted character with colour changing effects and can operate by battery power or plug-in but pick it up and it transforms into a projector. For preschoolers there is a Thomas and Friends Lulla Light that projects the
train character on to the ceiling and plays a classical tune. The Ben 10 Morph-Lite is designed in the shape of the Omnitrix watch whilst the Bakugan Morph-Lite resembles the spherical Battle Brawlers. Both have belt clips, and open to reveal an LED torch. Both are supplied in assorted colours and designs. Halsall also offers a range of The X Factor electronic musical toys. A new Hairbrush Microphone allows girls to practice vocal talents. With a built-in speaker and featuring the theme tune. Other electronic items in the range include a Mic and Stand, 5-Pad Drum Set, Keyboard, Superstar Microphone and Guitar.
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SECTOR GUIDE ELECTRONIC TOYS
BLADEZ TOYZ
Bladez Toyz, the company that was invested in by Peter Jones of Dragons Den fame, has designed the remote controlled i-Bladez flightstick with Salvation Micro helicopter The flight stick enables control of a Salvation Micro helicopter so you to can fly like a real pilot. The Flightstick
02392 658 255
gives ultimate control and includes real vibrations with every movement. The higher you fly the stronger the vibrations become. Bladez Toyz will also launch a range of compatible helicopters to accompany the flight stick from micro to large scale.
FLAIR
Gormiti is to venture onto the electronic stage with a robot for the Forest Lord called Troncalion - a remote control infra-red robot. Troncalion has light up eyes, sounds and the ability to move on both two and four legs. Place the 22cm Forest Lord Figure, which is also included, on Troncalion’s back so he can patrol the land and protect his tribe. The soft grip remote handset is easy for younger hands to hold and use and controls the robot’s movement. The
RE:CREATION The Lego lighting products range combines the Lego Mini-figure and brick with a source of illumination. With six products to choose from, the range is available in an array of sizes including a pocket sized mini torch key ring at 2.75”, dynamo torch at 7.5” and lantern at 8.8”. Using the Lego Mini-figure’s poseable arms and legs, children are able to angle the light which emanates from the bottom of the Lego Mini-figures feet. The light can then be directed into any dark space or in two different directions simultaneously. Equipped with its own generator, the dynamo torch is environmentally friendly. Power is generated by turning the crank handle, which is then immediately stored in the flashlight until it is needed. The Lego light lantern uses four white LED lights for 360 degree illumination whilst the brick light can be mounted to walls, under shelves or hand-carried for emergencies. Following the re-launch of the original Stylophone, 2009 sees the release of a new instrument under the brand. Listen to a variety of percussion sounds using the stylus provided to touch the 13 pads on its circular
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handset also includes the ability to fire missiles at aggressors as the protects the tribe. Troncalion is part of the new TV Series to be shown on NickToons, and also supported by TV advertising. My Life is the handheld electronic console game from Flair that allows girls aged six and over to literally have another life in their hands. One of the TRA’s 2008 Dream Toys, My Life is to launch new cartridges for autumn 2009.
0118 973 6222
keyboard. Choose from a selection of three new sounds including Beatbox, Percussion and Bass Stylophone before using the new scratch function button to mix up tunes. The Beatbox also features a record function which allows you to playback
loops of your creations. Listen to the specially recorded samples from MC Zani, winner of the 2008 Vauxhall UK Beatbox Championships to demonstrate the art of Beat Boxing before making musical magic of your own.
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SECTOR GUIDE ELECTRONIC TOYS
IMAGINATION GAMES
Imagination Games has three key DVD titles for 2009, Bingo Night In, Charades and Derby Day. The games are designed for both families and adults and can be played via the TV or on a PC. Bingo Night In is hosted by Ricky Tomlinson and there are five versions of the DVD available. Those who enjoy playing charades can watch the
MECCANO Since Meccano launched Spykee the spy robot, the company has developed and released a number of new additions into the range. New for 2009 is the warrior robot, Spykee Vox, which reacts to voice commands and has many pre-programmed functions but can also be personalised with new movements and sounds installed via a PC. It has two modes, Attack and Peaceful, and can display emotions through facial expressions, movements, sounds and lights. Other features include an iPod dock (made for iPod nano and iPod touch only), stereo loudspeakers and infrared remote control. Suitable for eight years and over, £99.99. Next up is Spykee Mini Vox. The small warrior robot has an expressive face and is voice activated responding to eight orders including movement, dance and attack. The sound and light system activates as he whizzes about to voice commands. Mini Vox’s arms and legs are poseable and it makes multicolour facial expressions. Suitable for seven years and over, £39.99.
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umbilical brothers perform a number of charades for players to guess. Derby Day lets you relive a day at the race track as you bet and try to win big. The games have seen a price reduction in 2009 to reflect the economic market without the loss of any content or margin. Games are priced in the sub £10 category to allow affordable game play.
REVELL
Whether it’s bugs, bees or Chinooks; Revell’s range of flying machines, dubbed Revell Control (RC), has seen new ranges launching this summer. The expanded RC range includes ultra-modern lines, with authentic decoration. The new models, including the Aquila Helicopter RTF, feature infrared, MHz and GHz technology, with all the models featuring easy to
01442 890285
operate controls, suitable for both newcomers and experienced pilots. With prices ranging from £19.99 to around £160,. Revell’s premium 2.4Ghz range aimed towards the more experienced flyer, is due to be available from the autumn, featuring three exclusive designs: RAF Tigermeet Puma, Bell Huey and a Kamov K58.
01844 278888 Also new this year is Spykee Cell, the Bluetooth robot controlled by mobile phone, which allows the user to see what it sees by controlling its motorised head and delivering pictures to their phone. The robot can also act as a hands free Bluetooth headset and warn of incoming texts. Also iPod compatible, Spykee Cell has voice transformation as well as light and sound effects. Suitable for eight years and over, £159.99. The last baby robot to join is Spykee Micro Cell, the infrared remote controlled robot with sound and light effects. The easyto-build robot is priced at £22.99 and is suitable for seven years and over. The original Spykee’s little brother, Spykee Micro is also available now and is easy to build and use and controlled by an infrared remote. Priced at £22.99, it’s a strong entry product for the younger end of the market. Suitable for ages seven and over. All robots are available now and come complete with tools and instructions.
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SECTOR GUIDE ELECTRONIC TOYS
LOGIBLOCS
Logiblocs are high-tech bricks that give kids an insight into how gadgets are built and how they work. The bricks can seem at first sight a bit complicated, but once kids start plugging them together and enjoying the challenge, they often realise this is a range of interesting toys. The range of classic Logibloc kits currently includes the LogiRobot and the SpyTech sets. Logiblocs is further adding to the range with a new kit
FLYING TOYS Flying Toys’ first batch of the latest Silverlit remote controlled toys will arrive in mid October. The firm’s top five toys for Christmas 2009 include the Heli Mission Swat Truck featuring twin LED headlights, four flashing blue hazard warning lights, dual siren sound effects, and remotely operated roof doors. An automatic rising launch platform allows the three channel Picoo Z helicopter to take off from the truck, and be stored inside between times. The remote controlled truck can be steered left or right, and driven forwards or backwards. Simply switch the same transmitter to operate either vehicle independently. The Skybot Attack Set offers a pair of flying robots with twin rotors on their shoulders for vertical take off upon command, combined with a third rear rotor to turn them left or right. The two Skybots will chase each other, whilst using infrared lasers to temporarily disable their opponent, accompanied by sound effects.
OCTOBER 2009
01727 763700
packed with learning potential and including one or two new functional blocs in the New Year. The LogiMen are targeted at five year-olds and have lights that flash in response to light, sound or touch and strong magnetic feet. The new LogiMen launched last year interact with the classic Logibloc parts and these have served to bring the age range down to start at age four or five – also providing some price points below £5.
LITTLE STAR CREATIONS
Holland Publishing’s new character imprint, Little Star Creations, is offering licensed headphones for children and is currently focusing on building the range with several other key licensees within the pre-school sector. Licensees signed to date for the headphones include Bang on the Door’s Groovy Chick, Mr. Men, Dora the
020 8498 7226
Explorer and Peppa Pig. The most recent licence to be signed for the headphones is CBeebies’ Big and Small, and the first of these licensed children’s electronic music headphones will retail through the company’s website – www.littlestarcreations.co.uk from October 2009.
01702 295110 Silverlit’s infrared Picoo Z Sky Auto is a helicopter and a car. This new three-channel convertible will run around on a smooth surface and steer left and right. Switch to helicopter mode by pressing the set top button, to take off, spin in either direction, hover and descend with three modes of forward movement. Flying Toys’ Classic Series Sopwith Camel is a miniature biplane featuring a single plastic propeller, spoked wheels and wing struts. The pre-installed two-channel radio provides rudder with trim and proportional throttle control. The unconventional Boeing V22 Osprey looks like an aeroplane, but incorporates two sets of horizontal main rotors to allow it to take off vertically like a helicopter. Silverlit's micro model incorporates two modes of operation to taxi on a smooth surface and provides precise indoor flying performance using its three-channel proportional infrared remote control. With a wingspan of 15 centimetres and weighing 29g.
Dedicated monthly retail coverage
Retail Only News • Data • Opinion
Smyths backs Hasbro product in Irish list
Wow rolls out new-look in-store display units
RETAILER SMYTHS has released its top ten Irish Christmas toy predictions, headed by Hasbro’s Transfomers Devastator. Created from six different movie baddies, the large-scale Devastator forms the ultimate Transformers villain. And for the girls, Fur Real Lulu, (again from Hasbro) the life-size, life-like cat that rolls over, licks her paw, moves her head and ears and even blinks her eyes, is the hot favourite. The list includes a number of trusted favourites such as Hasbro’s Monopoly, which has been revamped in a new 3D game, Monopoly City. “With everything that has happened over the past year, Monopoly City could prove to be the star performer for this Christmas as people vie to take on the developers and beat them at their own game,” said Stephen Tymlin, Smyths Toys.
WOW TOYS has rolled out a new range of retail display units, following a trial run in Bentalls, Kingston. After installing the display unit, the firm reported a massive 110 per cent increase in sales over a six week period from when the toys were introduced at the end of May. Retail display specialist, TMC, is currently involved in surveys at the 15 stores ear-marked to house the displays. Subject to reviewing the national results later in the year, there is also potential for a European roll-out in 2010. The display features twinkling star lights, randomly sequenced to create movement and theatre to attract consumers, with overhead illuminated branding, combined with coloured graphic dividers and floor graphics. Julia Frost, Wow Toys marketing manager, commented: “We are delighted with the results of the trial – the branded display modules gave us great stand-out in the stores and brand awareness has been boosted in the area.” John Earnshaw, sales and marketing director at TMC, said: “It’s a pleasure to work with the marketing team on such a great brief, and delighted that such impressive early results are coming through.”
SMYTHS IRISH TOP 10 1. Transformers Supreme Combiner - Devastator 2. Fur Real Lulu the Cat 3. In the Night Garden Sleepy Time Igglepiggle 4. Monopoly City 5. Ben 10 Alien Force Figures 6. Sylvanian Caravan and Family Car 7. Lego Minotaurus 8. Mickey Mouse ClubHouse Hot Dog Dancer 9. Clone Wars Ultimate Blaster 10. Animata
Dough tops Firebox list MAPS TOYS’ Yummy Dough has been named as top kids toy in the Firebox Christmas top ten list. Firebox.com predicted its top gifts for a range of ages this Christmas. Also making the list was the Star Wars Force Trainer from Brainstorm, which won the Best in Show accolade.
FIREBOX HOTLIST Best gift for Kids Yummy Dough Best gift for Mum COOL-ER eBook Reader Best gift for Dads ECCO GPS Keychain Best gift for girls Lucky Voice Best gift for boys The Wand
Best gift for Grandparents Grobox Best gift for Cooks Cupcake Kit Best gift for Techies Polaroid Two Instant Digital Camera Best Stocking Filler Le Whif Best in Show Star Wars Force Trainer
Hornby on track at Hamleys HORNBY HOBBIES has taken a window display at Hamleys with a planes, trains and automobiles theme. The display at London’s Regent Street store incorporates the Corgi, Airfix, Hornby and Scalextric brands as part of a strategy to position the company as the ‘home of hobbies’. Paul Chandler, Scalextric marketing manager, commented: “Working with Hamleys, our flagship London Concession store, we saw a ‘window’ of opportunity to present all the Hornby Hobbies brands together; each experts in their own category, and when combined, it displays the depth and heritage of the Hornby group portfolio.”
Talking Shop Page 66
We talk to retailers about the run up to Christmas…
Charts Page 69
This month’s retail charts feature: Play.com, The Entertainer, Amazon.co.uk and Asda …
New products Page 70
On their way this month are offerings from Corgi, Schleich, Winning Moves, Hy-Pro and Hasbro…
Events Page 82
The Hong Kong Toy Fair, London Toy Fair and Nuremberg are all coming up…
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TALKING SHOP: THE FOURTH QUARTER
‘tis the season As we enter the all important fourth quarter, we chatted to retailers about their plans for the festive period, how they feel the industry will fare and what their tips are for the hot toys for Christmas…
“IT’S BEEN A STRANGE YEAR” It’s really difficult to predict how Christmas sales will go. It’s been a strange year. It hasn’t been bad and our sales are about on par with last year, but we are having some really strong weeks and then the odd slow week, bringing the average down. I’d say I’m quietly confident about Q4, but still cautious. The Woolworths effect seems to have petered out now, but we definitely saw the effects of that immediately after the closure. We were getting new customers coming into the store saying ‘ooh, a proper toy shop, we never knew you were here. “It’s difficult to predict what is going to be big for Christmas. I could definitely tell you in late
December, but not right now. We’ve had a real range of products doing well this year. VTech has been strong, perhaps because Woolies sold a lot of their products.
I’d say I’m quietly confident about Q4, but still cautious. It’s really difficult to predict how Christmas will go We’ve also had a really strong year for dolls and baby and toddler products from Fisher-Price and the like have done well. Cycles haven’t
done so well this year, we’ve had a lot of repairs, but not many sales, perhaps a sign of the times climate. Having said that, our range of scooters have sold very well. I think if the product is right, the price doesn’t matter as much. We are a Toymaster member, so we’ll invest in the Christmas catalogue. This coincides with the October half term and we generally find it gives us an instant boost. This uses the bulk of our budget for marketing. It tends to find new customers for us, often from further afield, who wouldn’t ordinarily use our shop. Ian Lindsall, Ditchfields, Leyton
“WE ARE LOOKING FORWARD TO CHRISTMAS” We’ve had a fantastic year so far. We have seen massive month-on-month growth and are stunned that simply offering excellent quality products and value for money, good customer service and delivering on time has paid us such great dividends. As such, we are very confident about Q4. The market has changed dramatically and people are not always looking for the cheapest; we are going back to the days of quality of service. Why Wood Works has grown at an unreal pace over the last two quarters of the year and this has been down to the quality of our service, doing what our website commits to and of course having great supplier support. OCTOBER 2009
Having said that, we think everyone has seen and felt the effects of the recession. One of the interesting factors will be that a lot
We’ve stocked our warehouse in preparation, we can see people are already making Christmas purchases to spread cost of manufacturers have been very careful on stock levels this year, so will we to start to see a shortage leading up to Christmas? We think
so. We have already stocked our warehouse in preparation, we can see that people are already making Christmas purchases to spread the cost. The only thing that overcomes a recession is continued hard work, commitment and time. As for what toys we think will be big, now that’s our secret. Let’s just say eco friendly, wooden toys are fast becoming the toys to have. We have already gained a great name in the market, we have a very strong advertising campaign that is always evolving so we are looking forward to Christmas. Sundae Spiers, whywoodworks.co.uk
“A GOOD START” Until August we were having a good year, so we’d geared up for the fact that August would be better, but unfortunately it wasn’t. The weather didn’t help and meant we didn’t sell lots of Swingball or paddling pools, etc. It was a bit disappointing really. We were hoping people would stay at home and spend more on toys, but that didn’t happen in our area, it was really quiet in August. Since September 1st and the kids going back to school though, we have already seen a good start
We’ve seen a really good start to the Christmas run-up with sales on track to the Christmas run-up and sales are back on track. We’ve had a couple of good trading days and touch wood, this will carry on and give us a strong end to the year. I think the most asked-for toys will be Lego, purely because I can’t get any of it. However, GX Racers has also taken off well and Sylvanian Families are going strong. Gormiti is strong too and is likely to continue with its new onscreen presence. A couple of the basics are still selling well with Schleich and Orchard Toys. We’ve also sold a lot of the Maxi Scooter and the stock is selling in less than a week. We change our windows all the time to increase traffic. We’ll kick off with a Halloween window soon and go from there. Fiona Wallis, Snapdragon, Chiswick
TALKINGSHOP: THE FOURTH QUARTER
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“SOME GROWTH APPEARING” In fact there does seem to be some growth appearing more recently. The last month or so has been much better, which has given us more confidence going into the Christmas selling period. The customers also seem to be more confident, so hopefully Christmas won’t be too bad, which is a relief as the past six months have been dire. We work with the local paper and radio for advertising and we’re also a member of Toymaster, so we have the catalogue. The paper tends to work well for us as it has a localised readership, so it’s a more targeted audience. We see a big impact from the advertising we do there.
It’s too early to predict what is going to be big. I have been in the industry for 21 years and in the past, you would have been able to pick a winner at this point, but now, you really can’t tell until the last six weeks to the final month what is going to be big. I think this is partly due to manufacturers launching products later and also to do with when the kids go back to school. Once they are back and have all got together and talked to each other about what’s good and what’s not, we start to see the crazes appear. Simon Adams, Toyworld, Ipswich
“I’M FEELING MORE CONFIDENT” For the first time, I’m feeling more confident about Christmas. I took the decision to close one of our shops, which wasn’t proving profitable and the rest of the shops are doing really well. Overall, we are five to ten per cent up on last year and one of the shops is up 20 per cent, so we seem to be bucking the overall economic trend. The demise of Woolworths hasn’t affected us at all. In fact, at one of our stores, it seemed to damage sales as consumers were stocking up on items in the closing down sales, which meant they weren’t shopping with us. The only real change we’ve seen this year is in spending habits. Where we were seeing people buying gifts for around £5-£8, we are now seeing average sales of £3£5, but we’ve managed this by ensuring we stock items at this price, thus catering for their needs.
We have lots of ideas for marketing to boost Christmas sales, but there’s so little time to put this into place, as we are so busy in that period. We are Toymaster members, though, so we utilise all of the advantages that brings with window displays, in-store music etc. Our Newbury store is in a shopping centre opposite a cinema, so we’re hoping to benefit from extra footfall and will make sure our windows correspond with any big blockbusters relevant to toys. For boys, we always do well with Games Workshop, Peterkin and Ben 10, so I’d expect these to be strong for Christmas. For girls, I’d expect Sylvanian Families to do well. For younger kids, we always do well with Wow Toys and Playmobil, but don’t get me started on the problems we have with Lego… Anthony Smith, Toycraft, Newbury & Shaftesbury
DO YOU HAVE A RETAIL ISSUE WHICH YOU WOULD LIKE TO COMMENT ON? ANY WORDS OF WISDOM (HOWEVER SHORT) FOR YOUR FELLOW TOY RETAILERS? A PROBLEM THAT WE MIGHT BE ABLE TO HELP WITH PERHAPS? LET US KNOW. Email: ronnie.dungan@intentmedia.co.uk or call us on 01992 535646 and let us hear your thoughts.
HELP US TO HELP YOU I was left a little bemused (and disappointed) by some of the responses to last month’s comment regarding independents maximising the opportunities presented by Dream Toys. I’d like, if I may, to expand on a couple of points raised. Firstly, Dream Toys is organised by the TRA, your retail trade association not the BTHA. Many retailers seem to think it’s a BTHA event but it’s absolutely crucial for the integrity of the list that it is retailers and not suppliers who are involved in the selection process. Can you imagine the field day journalists would have if the toy manufacturers selected and published their own toy list? We have an obligation for the list to be credible. The list has to be credible featuring products that will perform across all routes to market. It is a summary of the best selling toys. Each one of us for different reasons will have our own idiosyncrasies. We can’t make people buy toys, we can’t make them buy certain ranges so we have to try and second-guess them. So it’s a prediction. We’re trying to say that at the most important time of year, this is what we believe will happen but our main objective is to promote toys – let’s for one moment be excited about the products that pay our bills and earn us a living. With the best will in the world there are a lot of toys that, whilst they may sell well in some places, are not going to be top ten toys.
Our main objective is to promote toys – let’s for one moment be excited about the products that pay our bills and earn us a living I do understand the argument about margins (believe me, I do) and not stocking certain lines because they don’t have the margins. But I really think most mainstream toy retailers both large and small will be stocking most, if not all, the top ten lines. What we’re trying to do is to generate excitement and interest in toys – to drive customers into your toy stores and support the widest number of retailers possible. There may well be a clearance or exclusive line at The Entertainer which will be one of our top ten products, but it won’t be something I would champion as a Dream Toys item. The toys have to be in full distribution, available to everyone. So there’s no FOB or exclusive products. Remember, riding on the back of all this national and regional promotion is FREE. However much you can get out of it is extra for you. If an indie gets someone from their local paper or radio station to talk about the list and then says ‘but actually, we have toys here that sell better than those on the list’, then that’s great. Use what we do as the basis of promoting yourself – the media will be delighted to be able to run your story at local level. This is FREE. We are working for your benefit. Pick up what we’re giving you and PLEASE run with it. Gary Grant, Chairman, Toy Retailers Association OCTOBER 2009
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HIGHSTREET COUNTER INSURGENT Dispatches from the retail front line... ANY EVENT that puts toys in the spotlight for a day and gets the public thinking about what they need to buy for Christmas, is okay by me. The Dream Toys event always creates debate among industry professionals. The comments about only the top toys getting all the attention, will rage for years from both the smaller retailers and the manufacturers. Comments like “the top 12 only contains toys from the bigger suppliers, so must have been bought”, will never go away, but unfortunately you have to give the press something of interest. They want something new, innovative and exciting. A toy that will TV well or picture well, and not forgetting sound good for those of us who still listen to the radio.
Additionally, it helps to have a product the consumers will know through TV or a film. Smaller suppliers have complained that they have spent money and had no return on what is, to them, a big investment. Multiple top tens don’t work, the press only want to know about the top ten (or 12 in the case of Dream Toys) but smaller suppliers can help themselves. If they have a product that demos well, making sure there is a working sample with a member of staff who knows the product better than the back of their hand is the bare minimum to impress any journalist. It can make the difference between a product being successful or not. There’s often poor demonstrations of products at Toy Fair because someone is still learning the bloody script, or the game rules on day three, and their hands are shaking so much so that
The press want something new, innovative and exciting. A product consumers will know through TV or a film. water’s spraying around like an elephant having a wash. But it isn’t just the smaller suppliers who feels aggrieved. Retailers as well feel the focus is too much on toys they don’t
make money on. But surely, ten per cent of something is better than nought per cent of nothing? This creates good publicity on the day, even though most retailers do not
have the necessary information to be able to have campaigns online and in-store up and running as the top 12 are revealed at 6am. I believe the TRA has a thankless task of trying to keep the event interesting – the press that cover these events are, by tradition, ‘lazy’. All you need to do is give them the information they want and they are happy. Do you really think the press want to play the whole new improved version of Monopoly? Of course they don’t. We all hope that Dream Toys is a success. Over the past few years we have been very lucky, mainly because things have worked, heads haven’t fallen off, and talking dolls have spoken in a clear voice with no embarrassing words inserted. But just imagine the free publicity we would get for years if a Guide Dog took a liking to Biscuit the Dog.
TOY
PRICE CHECK: OCTOBER 2009
STORE
OCTOBER 2009
3 in 1 Smart Trike Mookie
Hot Wheels Jurassic Starter Set Mattel
Cosy Coupe 30th Anniversary Edition Little Tikes
Sylvanian Families The Caravan Flair
Bendaroos Mega Pack Spin Master
£59.99
N/A
N/A
£44.99
£19.99
£59.99
£21.99
£49.99
£39.99
N/A
£49.97
£21.47
£48.00
£39.97
N/A
N/A
£14.99
£49.99
£49.99
£19.99
£54.84
£24.99
£37.99
£39.99
£29.89
RETAIL ONLY
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RETAILCHARTS CHART DATE 14/09/09
Play.com 1
Monopoly
2
Go Go Hamster: Mr Squiggles
3
The Entertainer
CHART DATE 14/09/09
City Hasbro
1
Bendaroos Bumper Pack
Character
2
Transformers Supreme Combiner Constructicon Devastator
Hasbro
Fisher-Price Little People Racin Ramps Garage
Mattel
3
3-in-1 Smart Trike +
Mookie
4
Nerf Mega Dart Tag Refill
Hasbro
4
Baby Annabel with Turning Head
5
Nerf N-Strike Maverick
Hasbro
5
Hot Wires
6
Uncle Milton Moon in my Room
Brainstorm
6
Nerf N-Strike Maverick
7
Barbie and the Three Muskateers Corrine Co-stars doll
Mattel
7
My Little Baby Born Interactive
8
Go Go Hamster Ball Play-set
Character
8
Battle Strikers Tournament
9
Go Go Hamster: PipSqueak
Character
9
Lego Star Wars Anakin’s Jedi Starfighter
10 Harry Potter: Destination Hogwarts
Amazon
RTL Games
CHART DATE 14/09/09
Spin Master
Zapf Creation John Adams Hasbro Twins Zapf Mega Brands Lego
10 Speed Stacks
Character
Mail Order Express
CHART DATE 14/09/09
1
Medical Carrycase
Peterkin
1
Baby Annabel Double
2
Tool Carrycase
Peterkin
2
Lego City Helicopter Trasporter
3
Lego Star Wars Clone Walker Battle Pack
Hasbro
3
Born to Play Academy Desk and Chair
4
Bananagrams
Bananagrams
4
Farm Mega Set
5
Crayola Beginnings 24 Jumbo Crayons
Vivid
5
8’ Quick Up Pool
6
Lego City Police Station
Lego
6
Baby Annabel Wooden Wardrobe
7
Ben 10 100 Piece Puzzle
Pressman Toy
7
Kindergarten Group Set 100-piece
8
Little Tikes Anniversary Edition Cozy Coupe
MGA
8
Cool Cardz
Flair
9
20Q Version 2
Radica Games
9
Lego City Garage
Lego
10 Crayola Gigantic Colouring Book
Toy Shop UK
Vivid
CHART DATE Aug Top Searches
Buggy Zapf Lego
Playmobil O’Blue Zapf Mobilo
10 Born To Play Diego Bouncy Castle
Asda
Martin Yaffe
Martin Yaffe
CHART DATE 14/09/09
1
Waybuloo
1
Hot Wheels Basic Car
Mattel
2
Go Go Pets
2
Littlest Pet Shop Get the Pets
Hasbro
3
Scooters
3
Turbo Cars
Asda
4
Kitchens
4
Mini Cuddle Animals
Asda
5
Nerf
5
Mini Lying Animals
Asda
6
WWE
6
Carry Pet
Asda
7
Trampolines
7
Matchbox Basic Car
Mattel
8
Barbie
8
Disney Princess Magic Wand
Mattel
9
Star Wars
9
KC Bean Bag Baby
10 Dolls Houses
10 Wooden Puzzle
Asda Halsall
OCTOBER 2009
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RETAIL ONLY
PRODUCTNEWS
Corgi goes for gold THE HORNBY GROUP has produced the first London 2012 Olympic and Paralympic Games item under the Corgi brand. The item is a 1:76 detailed die-cast replica of the handover bus used at the closing ceremony of the 2008 Beijing Olympic and Paralympic Games. Corgi will release the bus as a Limited Edition collectable of 5,000 pieces in its London 2012 style packaging retailing at £30. This will be followed by further die-cast items throughout 2010 in the form of iconic British Transport models which have undergone a
London 2012 makeover and will retail at around £8.00. 2010 will also see the launch of a ‘Collect Them All’ series, which will
span the remaining term to the start of the London 2012 Games. Final details of this series will be available later in the year. Corgi: 01843 233502
Winning Moves launches mini-trumps One of the exclusive mini-game packs found inside Tournament is Top Trumps Toys, which features 30 all-time favourite toys and games and will cover everything from victorian doll's houses, up to today’s games consoles. Winning Moves: 020 7298 9500
WINNING MOVES has launched Top Trumps Tournament, a variety of fast-paced mini games. The tournament comes with six exclusive new packs, covering a range of subjects from movies to toys, but players can also use any other Top Trumps game they have for a constantly changing challenge.
Nerf set to raid stores THE NEW Nerf Raider Rapid Fire CS-35 blaster has been launched with an extensive marketing campaign including two TV ads, totalling 350 TVRs, pre-teaser press advertisements, a PR launch at Hamleys, a tournament and tours around the UK. The product was launched simultaneously across 24 countries on September 9th 2009.
OCTOBER 2009
The Raider blaster has the highest dart capacity with a drum holding 35 darts. By holding the trigger and pumping, players can choose between single fire and slam fire mode, unleashing a rapid stream of 35 darts. The raider also features adjustable stock, and a tactical rail. Hasbro: 0208 569 1234
Hy-Pro unveils the Zinc range HY-PRO’S ZINC pulls together all the disparate elements of the firm’s wheeled toy offering, on top of adding to the range with original innovations and newly patented technology. The range will include designled entry-level scooters, skateboards, in-line skates and skate accessories. The playground marvel of Street Gliders will also be included under the Zinc brand. The flagship products will revolve around a range of feature scooters that will include interactive flashing light effects, hidden built-in water blasters and real engine and braking sounds. The firm will launch a full preschool junior range later in 2010, which will include similar interactive features on bikes, trikes and tri-scooters as the older age range. Hy-Pro: 01582 670100
Schleich launches new themed play-sets SCHLEICH has introduced three new play-sets based on the themes of Riding World, Wildlife and the World of Knights. Each is presented in an open front box with all of the figures and accessories arranged against a backdrop relevant to its own unique theme. Within each set there is a selection of animal and human figures together with accessories, providing a starter set for children who want to build their own collections.
The firm has further extended its main product line with three new Replica Saurus figures and five additions to the World of Elves series. Schleich: 01279 870000
HERO PRODUCT
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71
Imagination Games
Gogo’s Crazy Bones game Board game version of hit collectable craze boosts Imagination Games... IMAGINATION GAMES has consistently seen growth over the last six quarters accumulating in half-year growth in 2009 of more than 500 per cent. The rise has come from both core brands and hero licences. In order to continue this growth Imagination’s team has been looking at the toy market to see what is hot and in demand, and to partner with key licences to further its growth in the licensed arena. “As one of Imagination’s core competences is quickness to market, we are able to watch the key performing brands in the market, then strike a deal to bring quality licensed board games to retailers for the Christmas period,” explains sales and marketing director David Snow. October 7th sees the launch of Gogo’s Crazy Bones game. Gogo’s are the biggest selling toy collectable in the market right now with over 27m units being sold in the UK in the last 18
months, making it a truly huge brand recognised equally by both boys and girls. The Gogo’s board game has been designed to tie in with the core attributes of the Gogo’s brand of collecting and playing games and appeals to all ages of Gogo’s collector. The game
We are able to watch key brands and strike a deal to bring quality games to retailers for the Christmas period. starts off by players choosing a home colour and collecting the relevant cards for it. The idea of the game is to hold four home spaces on the board with your corresponding
colour cards. To hold four spaces you must beat your competition with a series of dice battles. Each dice battle has a twist and you can even play for keeps with your own collections. Gogo’s are included in the game to further collections and the pack design makes a bold statement on shelf. The game will make an ideal gift for the Gogo’s collector/player and the brand will be recognised by children, parents and grandparent’s alike, making 2009 a strong year for both Imagination and Gogo’s. PR Games will be sent to key journalists for inclusion in both national and local print and online content prior to launch in stores. The game will also feature on core Gogo’s websites.
Key Info: RELEASE DATE 7TH OCTOBER Price RSP £14.99 CONTACT DETAILS: Phone: 07763466573 Email: David.snow@imaginationgames.com
OCTOBER 2009
8 – 9 March 2010 • VAM Design Center, Budapest
The meeting place for the Central & Eastern Europe licensing industry Meet your key target audience under one roof at the definitive event for this region. Stand bookings are now being taken – secure your space by calling Jon Gibson on +44 (0) 20 8956 2663 or email jgibson@advanstar.com Find out more at www.brandlicensing-budapest.com
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1/4 page: Annual charge £1,395 (minimum twelve months booking) Get your company featured: john.barratt@intentmedia.co.uk T: 01992 535 647
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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
THE PUPPET COMPANY SUPPLIER/MANUFACTURER
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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RAINBOW PRODUCTIONS
COSTUME CHARACTER SPECIALISTS I Ranging from Angelina Ballerina to Paddington Bear to ScoobyDoo, our portfolio of 90 licensed cartoon characters are exclusively available to book through Rainbow Productions for personal appearances. I To add an extra dimension to your toy-related campaigns, Rainbow also creates high quality bespoke costumes and puppets.
Contact Kelly Morrison T: 020 8254 5300 E: info@rainbowproductions.co.uk www.rainbowproductions.co.uk ■ Safety Testing
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TOY TALK
TOY TALK
Red noses at the Licensing Awards, lucky escape for Elmer and a showdown in Blackburn…
RED NOSES ALL ROUND The Licensing Awards created a new world record for the number of people wearing red noses in a room. And it wasn’t just the table wine. More than 900 people wore their noses for the regulation five minutes to claim the record. Puts Usain Bolt’s recent achievements in some perspective doesn’t it?
900 of the guests joined in to break the world record
LANCASHIRE HOT SPOT There’s a showdown going on in Blackburn, where the town now has gone from having no toy shop to having two indies going head to head. In December Woolworths went out of business, and then Mercer’s closed its doors after 169 years, leaving Blackburn without a dedicated toy shop. But now a new Conways Toymaster store, part of the firm’s recent expansion, has opened in King William Street, and a new Mercer’s Toys outlet, featuring many of the old shop’s staff, has also opened its doors. Conways manager Deborah Gee said: “We are looking to fill the void left by Mercer’s. Lots of customers have mentioned this to us when they have come in. The feedback we have had so far has been fantastic.” Manager of Mercer’s Toys, Rose Fowler, said they were disappointed, but ready for the competition. She said: “This back end of the year is the most important time for us, but I am hoping people will support us because we are local and all the money we make stays in the town. “You can’t stop someone coming into town, and sometimes competition is good. It might be good to have two toy shops in the town. I just hope people stay loyal to us.”
JACQUELINE STEVENSON HAWKINS Malcolm Evans of Kids@Play has sent us some news from Toyiki in Turkey of Jacqueline Stevenson Hawkins, formerly of Freemans and Toys R Us Turkey. “It is with the deepest regret and sadness that we must inform you that Jacqueline Stevenson Hawkins suddenly passed away on August 27th after a brief period of illness. “Jacqueline was with us for over ten years and was loved and respected by everyone in Toyiki and all she dealt with in the retail community. She will be sorely missed by us all. “Her contributıons to our company and more importantly to the toy development in Turkey at both the customer and retail level will be greatly remembered. Her vast knowledge and experience was a guiding force for us on a daily basis.”
OCTOBER 2009
TOY TALK
81
MY No.1s
DISNEY BUZZ BUILDS UP Lego models of Woody and Buzz Lightyear were unveiled by Disney Consumer Products as part of a dedicated Toy Story-themed family area at the 66th Venice Film Festival. Constructed from 13,600 Lego bricks in 150 hours, this was the global unveiling of the Woody model. The Buzz Lightyear model, seen for the first time in Europe, was constructed from 40,000 Lego bricks in 250 hours by three Master Builders.
OFF KEY There must have been a fair number of complaints at last year’s Licensing Awards about the latenight/early-morning piano sing-along in the bar. Including a toy industry-led Feem Toon from Minder. This year there was no piano in the bar. Could the two possibly be connected?
CANCEL THAT CRUISE Oh dear. Any retailers out there confident enough to think on any sort of long-term basis might be dreaming about the day they can finally retire from the business. It seems that might be naïve in the extreme. New research from Clifton Asset Management, which has come our way, suggests you might want to forget about that idea. According to CAM, some 83 per cent of retail business owners feel their retirement is further away now, than it was a year ago. It was 59 per cent a year ago.
LEAP OF FAITH I once bumped into a former school-mate who was working behind a bar. He wasn’t known for being the sharpest tool in the box at school. I asked him whether bar-work was his full-time job. He told me it wasn’t. His proper job was packing parachutes. “Oh? How’s business?” I asked, “Up and down?” Without missing a beat and with my joke slipping silently over his head he said: “It’s not too bad.” I made a mental vow to myself there and then, never to do a parachute jump. So, it makes the safe return of John Crane’s Keith Elmer, who did a jump for the Fence Club and is looking to raise £3,000 for the charity, all the more unlikely. But return he did. And here he is.
Rebecca Burton, Category Manager, Toys, Stationery & Gifts, CPLG Number one album: I’m a stickler for the 80s and I do have very eclectic tastes in music and artists from around the time I was born, plus I love a bit of soft rock. I love Elkie Brooks’ No More the Fool, Dire Straits’ Brothers in Arms and Fleetwood Mac. You can’t beat a bit of Kate Bush either. -----------------------------------------------------------------------------Film: Gone With the Wind. -------------------------------------------------------------------Book: Either Rebecca by Daphne De Maurier or The Time Traveler’s Wife by Audrey Niffenegger. --------------------------------------------------------------------TV programme: Ally McBeal or Sex and The City. -----------------------------------------------------------------------------Number one single when you were born: Too Shy by Kajagoogoo. -------------------------------------------------------------------Hero: Vivien Leigh. Although fictional, she had the power and strength, energy and might that in her day was truly outstanding. ----------------------------------------------------------------Thing to do at the weekend: Anything active. ----------------------------------------------------------------Fashion designer: Probably Hermés; understatedly chic and not too much bling. -----------------------------------------------------------------------------Website: Got to be Net-a-Porter, although it hurts a bit if you get overexcited. -----------------------------------------------------------------------------Gadget: My iPhone – never ceases to help me out when lost, when I need something fast or just a bit of pick me up music. -----------------------------------------------------------------------------Food: My mum’s German Apple Cake or Beef Wellington. -----------------------------------------------------------------------------Tipple: NYC’s Nobu 57’s Pineapple Martini. -----------------------------------------------------------------------------Piece of advice: Smile when you’re down, breathe when you’re frustrated and try to stay positive through the good and, more importantly, the bad times. Don’t lose sight of what you have in your life right now and never forget how lucky you are to be here. ----------------------------------------------
OCTOBER 2009 Sponsored by
82
FEATURE PLANNER
NOVEMBER 2009 Spring/summer previews ● Children’s TV ● Pre-school ● International events As we near the end of 2009, we are already looking ahead at what’s planned for 2010. Also included is a run-down of the latest launches in
the lucrative pre-school market, along with a guide to kids TV channels and the market’s most important trade shows.
’T DONOUT! MISS
Editorial deadline: Call for details Advertising deadline: October 9th
DECEMBER 2009 Playground crazes & pocket money toys
Industry services
Find out what the cool kids are playing with this year. Is it Crazy Bones, Bakugan, Yu-Gi-Oh...?
Editorial deadline: October 9th
Hong Kong Toys & Games preview Find out more about the often overlooked companies who keep the wheels of our industry turning.
A look ahead to the first major toy trade exhibition of 2010, taking place from January 11th to 14th.
Advertising deadline: November 6th
FORTHCOMING EVENTS US INTERNATIONAL FALL TOY PREVIEW October 6th - 9th Dallas Market Centre TX www.toy-tia.org
CHINA TOY EXPO October 14th-16th Shanghai Expo Centre www.shanghaitoyexpo.com.cn
DREAM TOYS October 28th St Mary’s Church, London www.dreamtoys.co.uk
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
SPRING FAIR February 7th-11th 2010 NEC, Birmingham www.springfair.com
SPIELWARENMESSE INT. TOY FAIR February 4th-9th 2010 Nurnberg Messe, Germany www.spielwarenmesse.de
AMERICAN INT. TOY FAIR February 14th-17th 2010 Javits Convention Centre, New York www.toyassociation.org
Got any events you would like to see added to the calendar? Email ronnie.dungan@intentmedia.co.uk
www.toynewsmag.com Editorial: 01992 535646 Advertising: 01992 535647 Intent Media is a member of the Periodical Publishers Associations
OCTOBER 2009
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 2009 No part of this publication may be reproduced in any form or by any means without prior permission of the copyright owners. ISSN: 1740-3308
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