Party Party October 2014

Month: Sept/Oct 2014 Issue 3 Volume 15

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ACCESSORIES · THEME DECOR · HALLOWEEN · CHRISTMAS · MASKS

M I LANO

Party Fashion

2014-2016

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HALLOWEEN

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Air-Filled Foil Centerpiece Kit Video

contents July/August 2014 Issue 8 Volume 14

Regulars 7

Leader with Caroline Eyles

8

News - what’s the latest?

10

Exhibition News - News from the trade shows

12

What’s New – Find out what’s coming out

14

Party Patter - We talk nitty gritty with retailers

Caroline Eyles Caroline@lemapublishing.co.uk

15

Quick fire round with…Grace Hutchinson, Smiffy’s Copy Writer

Advertisement Manager

16

Retail Interview - Balloons and Party reveal the opening of their new store

18

Licensing News – the hottest news from the licensing world

Party Party team Editor

Paul Yeomans pyeomans@lemapublishing.co.uk

20

Publishing Director Mark Naish mark@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Features

BLE Preview - Learn more about the upcoming licensing exhibition at Olympia

20

Only with a licence - We learn more about what’s on offer in this popular sector of party purchases

26

A Successful year for Neviti - Leading partyware company tell us more about their products

28

Masks and Accessories - Party Party looks into the latest launches within this category of dressing up

36

Valentine’s Day - Discover some of the new products helping consumer express their love!

44

Display props - Find out more about the different options available to reveal your stock to the world

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Manager Robert Thomas robert@lemapublishing.co.uk

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19

Columnist Lema Publishing Ltd

PUBLISHING

1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

At the heart of retail The views of the contributors expressed in this journal are not necessarily those of the publisher. Comments, letters and criticism are welcome.

25

Columnist Mark Brett gives us his rather candid lowdown

34

Talk to an Angel - Emma Angel talks about the importance of…..

44

48

The Word - Bapia’s John Bowler give us his review on the latest in the party industry

49

Recipe of the month - See this month’s latest balloon design

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Caroline Eyles

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If you would like to subscribe to any of our other market leading titles please call Robert Thomas on 01442 289930 or email your request to robert@lemapublishing.co.uk

T

ime seems to be going at the speed of light as already we are heading towards the end of the year with some of the most celebrated holidays, Christmas and Halloween, growing ever closer. While most people are drawing to a quieter end, us party revellers are busy gearing up for what is our most successful time of the year, seeing all our hard work come into fruition through sales.

Throughout this issue we have spoken with a number of retailers about the upcoming season, how trade shows have helped to prepare and gained tips from manufacturers on what to look out for over the coming months.

“Party revellers are busy gearing up for what is our most successful time of the year, seeing all our hard work come into fruition through sales” On keeping an eye out for new products and being one step ahead of the game, first up is Brand Licensing Europe, a huge exhibition based in London’s Olympia at the start of October, where as a retailer you are able to go and see what brands and character properties are likely to be the big successes of 2015. It’s worth going to find out in advance of others what is on the entertainment menu when it comes to TV and films, since this is obviously the diet that our children will be consuming, and thus wanting to theme their parties with. Turn to page 19 for a preview of the upcoming exhibition, BLE, followed by our licensing feature on page 20 that gives an insight into what companies are up to and who they are partnering with to bring you the best of brands.

Also in this issue, with Halloween in mind, we have taken a look at display props and masks and accessories, since while these are not exclusive to these holidays, which you can read more about on page 28 (masks and accessories) and page 44, (display props) they help to contribute to the party spirit with a wide range of products available.

And once Halloween and Christmas

have passed on their way, there’s no time like the present to learn about love, and with February following on from Christmas before we have even had time to think, it’s best to start thinking about it now. We have therefore collated some of the companies with new products that would work well in your store on page 36.

And finally, while this time last year I was getting into the party spirit and preparing for my wedding, now just 10 months later I must hang up my party boots for a wee break since I am heading off on maternity leave on 21st October. Please do contact me in the meantime with any news that you have that you wish to be published online or that I can help you with, on caroline@ lemapublishing.co.uk, but after 21st October, please give a warm welcome to my colleague, Rhys Thomas, who I am handing over the reigns to and will be acting as editor in my absence. Rhys has been working within the Lema stable for two years on Party Party’s sister titles Toys n Playthings as well as LTW magazine.

With a wealth of experience in trade journalism, and more importantly, partying, you are being left in very safe hands while I am away. Do feel free to get in touch with Rhys and say hello on rhys@ lemapublishing. co.uk. Here is a picture of the lovely Rhys already and prepared for his season as Party Party’s acting editor in none other than the Opposuits’ popular Testival suit.

NEWS Competition time & New features on web Win £250 worth of Fun Shack stock with their new competition. All you have to do is email Fun Shack with ‘why you like their products’ to sales@funshack.com for your chance to win a range of stock amounting to the worth of £250!

The competition is open to existing and new customers and closes on 1st November. Terms and Conditions apply so for more information call 0113 2001050.

Further news from Fun Shack is some new web features to their online site. These new features are available when logged into your Fun Shack account online and enable you to: • View and download invoices • Make payments to your account online by credit or debit card If you would like any more information about these new features then please contact your account manager or the office on 0113 2001050 or email sales@fun-shack.com

Noah’s Ark in Smiffys car park!

Following freak flooding at the Smiffy’s Head Office in Gainsborough, the business has undergone some structural and organisational changes, allowing the firm to further exceed customers’ expectations in terms of service, quality and price.

The company are proud to say that thanks to all the efforts and hard work of the team at R H Smith & Sons, the adverse weather conditions only halted service for a couple of hours, with normal service resuming the very next day.

This flooding prompted a huge renovation and revamp of many of the offices here at the Gainsborough Head Office. The team are looking forward to seeing the brand new workspaces due to be completed in the coming week which the Party Party team are excited to go up and see!

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Mask-arade wins Homegrown Business of the Year Award Leamington Spa business, Mask-arade, has beaten hundreds of other companies to win the Homegrown Business of the Year prize at the Nectar Business Small Business Awards 2014, judged by a panel of experts including star of BBC1’s The Apprentice, Karren Brady CBE. Mask-arade produces celebrity and personalised masks, desktop cutouts and life-size cutouts, which are ideal for stag and hen parties, birthdays and corporate events. The company won the Homegrown Business of the Year Award due to its overall performance, with a particularly strong demonstration of being able to secure business exclusives for growth.

Karren Brady said: “Mask-arade is a very deserving winner of the Homegrown Business of the Year prize in this year’s Nectar Business Small Business Awards. The company is a shining example of what this category stands for and a great business to inspire others to do something similar, to grow and to be a success – especially in the current economic market.”

Founder of Mask-arade Ray Duffy commented: “Winning the Homegrown Business of the Year Award at the Nectar Business Small Business Awards is a great honour for our company, which has grown up from humble beginnings at our kitchen table. The award win has already given the team here such a boost as it recognises all the hard work that each staff member has put into the company.

“I’m really looking forward to attending the round table and being able to get first hand advice from the likes of Karren Brady about our business – it will be really valuable in taking Mask-arade to the next level. The £2,000 prize money and 50,000 Nectar points will go towards expanding our range.”

Mask-arade was judged by a panel of business experts, including; Karren Brady, Nectar Managing Director, Will Shuckburgh; Nathan Palmer of BOC, Richard Carvell of Viking and 2013 winner and founder of Goody Good Stuff, Melissa Burton.

Further Award-winning news from Mask-arade

Have a peek at Peeks

Mask-arade has been shortlisted for the Santander Small to Medium Sized Business of the Year Award for the 2014 National Business Awards.

Going up against nine other businesses, the company will compete against the likes of Bulldog Skincare for Men and The Fresh Group. The winner will be revealed at the National Business Awards gala dinner held on 11 November at Park Lane’s Grosvenor House Hotel in London.

Dean Walton, Director of Mask-arade commented on becoming a finalist: “This is fantastic news for our incredible team who have worked so hard to make this possible, since our appearance on Dragons Den the business has gone from strength to strength and we are all looking forward to the awards ceremony in London on 11th November.”

This year’s shortlisted businesses cover activities as diverse as retail, technology, men’s grooming products, telecoms,

Potential customers of Peeks’ giant party store in Christchurch, Dorset, can now take an online virtual tour of the vast premises packed full of everyone’s favourite party products.

Thanks to 360 degree camera technology it’s now possible to peruse the products lining the shelves - from a computer.

The 8,200 square feet store in Reid Street has eight isles, an exhibition foyer and large lobby area.

Hugh Lambert, whose company 360 Dorset took thousands of photos to make the tour on Google Business View a reality, said: “This is certainly one of the most colourful interiors we’ve done. The scale of Peeks’ party store will surprise anyone who has never been – and they really do have something for all occasions.”

construction, advertising, entertainment, and publishing. The finalists were chosen from the hundreds of businesses that entered or were nominated across 17 award categories. They will now prepare for live presentations to expert juries who will decide the overall winners that will be revealed at the awards ceremony on 11 November.

Alex Evans, Programme Director of the National Business Awards said: “The diversity and quality of this year’s finalists have firmly established the National Business Awards as the talent scout for UK plc, with market leading household names recognised alongside the best emerging business brands. With a variety of industries represented, these recovery-leading businesses have demonstrated the return on investment in people, innovation, customer service and leadership.”

Visit www.nationalbusinessawards.co.uk for a full list of all finalists and to attend the event.

R H Smith & Sons to protect Intellectual Property Over the past few years they have taken action over image and design infringements by a number of dress up companies as well as numerous importers and resellers of infringing products, many of which even copy their packaging.

To date, the company’s dedicated Intellectual Property team of ten staff have had removed in excess of 10,000 listings of products which infringe Smiffys and Fever IP rights.

At present they are pursuing a criminal prosecution and plan to adopt this approach with every infringement as appropriate.

This demonstrates why they need a greater degree of control over their distribution network. If you can help by identifying importers or resellers who sell illegal cop-

ies of Smiffys or Fever products, please let them know.

Consequently, they intend to rationalise the total number of customers they supply, with a view to concentrating on trusted partners to ensure consistency of quality, brand protection and reputation across the distribution network.

Therefore they will be reviewing every existing and new customer relationship on its merits, taking into account the extent to which each customer is willing and able to work with them to ensure that long term, together, R H Smith & Sons are able to continue supplying high quality products.

Balloon Courses and Exams!

Taking a practical exam is the final step for those of you wishing to earn your Certified Balloon Artist (CBA) designation.

This is a four hour assessment of your understanding of the QBN curriculum and the Principles and Elements of Design. There are four dates available across the UK in October and November and the locations are Manchester, Kent, Birmingham and Glasgow.

Corporate Decor Course Also, back by popular demand the Qualatex Corporate Decor course is back for the first time this year.

This course provides inspirational decor ideas and time saving techniques for bigger and more advanced balloon decor jobs. Plus it comes with a course binder that includes course notes, CD and invaluable professional photography for your corporate decor portfolio. Not suitable for beginners. Course is running in Manchester on 18th November and in London on 20th November, visit www.thequalatexevent.com for more information, pricing and to book your place.

www.partypartymag.co.uk

9

E XHIBITION NEWS One Party to Rule Them All As the Halloween & Party Expo heads to its new location in New Orleans.

The Halloween & Party Expo Kick Off Party will replace both the Expo’s Costume Style Show and PPR’s Industry Gala, while retaining aspects of both of those beloved events.

The party starts at 7pm Thursday, Feb. 5, the night before the show opens, at Generations Hall, which is located within walking distance to the convention center. This previous sugar refinery built in the early 1820s offers three uniquely decorated rooms with artwork showcasing the history of New Orleans jazz “The Expo’s move to New Orleans is more than just a location change; it is a step forward for the industry,” said Jonathan Erwin of the Halloween & Party Expo.

“So with that in mind, rather than simply replicate the events we held in Houston, we decided to join forces with Party & Paper Retailer and reÐimagine an industryÐwide celebration.

“The Party and Paper Retailer team always throws a great party.

Their event has been a fantastic way to start the Expo for years; we are thrilled to be working with them.” Erwin continued. “There is a lot to do in New Orleans, but you won’t want to miss this party.”

The event will combine the best of the Expo’s Costume style Show and PPR’s Industry Gala, which were both incredibly popular entertainment mainstays in Houston. Emerald City Band will return this year. The party also will feature New Orleans themed entertainers and plenty of great food and drink. Instead of a staged style show, models wearing the latest costumes will mingle among party guests.

“We want to showcase the costumes. But, rather than having the models on stage like we did in previous years, we will have them walking the party, which will allow buyers to see the costumes up close and add to the party’s vibe,” Erwin said. “Partygoers will be able to preview costumes, network with their peers, hit the dance floor and soak in New Orleans food and music in one great event.”

“This is truly the party of the year for this industry, and we will, once again, be pulling out all the stops for the event,” said Matt McCallum of Party & Paper Retailer. “We believe that this year’s will be our biggest and best party yet.”

The search is on for the Christmasworld ‘Decoration Stars’ Following the successful première in 2014, the Christmasworld Innovation Award is to be continued with new Decoration Stars being sought in three categories – Christmas Star (products for the Christmas festivities), Seasonal Star (products for seasonal decorations and gifts) and Promotion Star (advertising, sales promotions, PoS activities and campaigns).

The competition is open to all exhibitors of the International Trade Fair for Festive and Decorative Articles, which will take place in Frankfurt am Main from 30 January to 3 February 2015.

The aim of the Decoration Star awards of Messe Frankfurt is to generate new impulses for the trade.

Christmasworld is the world’s most important order venue for the international decoration and festive articles sector. Held annually in Frankfurt, it presents the latest products and trends for all festivities of the year and provides innovative concept ideas for decorating large-scale and outdoor areas for the wholesale and retail trades, shopping centres, DIY markets and

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the green sector. The last event was attended by 917 exhibitors from 39 countries and 32,864 visitors from 112 countries. Christmasworld is characterised by the complete spectrum of festive decorations while a wideranging complementary programme with Trend Show, special exhibitions, events and expert lectures is a valuable and informative source of supplementary inspiration for everyday business life in the sector.

Enter now!

All exhibitors interested in taking part can download the entry form from www.decorationstar.de. The closing date for receipt of all documents and samples is 10 December 2014. An independent jury of experts will evaluate products that have been launched and can be ordered by the trade no later than Christmasworld 2015 with the first-placed entry in each category to receive an award.

The winners will be presented with a certificate and a logo that can be used as a seal of quality for communication and advertising. www.christmasworld.messefrankfurt.com

New Orleans, LA | Feb 6–9

See what’s behind the mask.

TER REGIS Y A is TOD Space Booth Sold.

95%

K_\ \jj\ek`Xc j_fn `] pfl j\cc ?Xccfn\\e# :fjkld\ fi GXikp gif[lZkj 1,400+ Booths Education Show Specials Networking

www.HalloweenPartyExpo.com

Only Show Endorsed By:

®

Regular New products

Party Party focuses on some of the hottest items on the market this month

Three new arrivals from Neviti

Halloween is Here

0845 638 1358 www.neviti.com

0113 1001050 www.fun-shack.com In stock now ready for the fast approaching big event are Fun Shacks great range of adult costumes from sexy to scary there’s something for everyone including a range of sound activated light up costumes.

Sound Activated Light up Nurse Nightmare Sound Activated Light Up Radioactive Lab Coat Sexy Skeleton Tutu Dress Corpse Groom

Neviti

Neviti are delighted to introduce the new Tree Top Friends collection featuring a vibrant colour palette with beautiful owl, songbird and cupcake illustrations across a wide selection of tableware and decorations. The range consists of all your party essentials including plates, cups, bowls, treat tubs and napkins all featuring the cute owl design. If you’re catering for younger children the collection’s lunch boxes are perfect for filling with tasty treats and the beautiful invites and party bags are a great way to create a cohesive theme across all elements of your child’s celebration. Adding a decorative touch to your homemade treats is made easy with the ranges colourful cupcake cases and picks featuring the cut out owl design.

Fun Shack

Also new is the launch of Robot Heroes. The new range features four futuristic robot characters across a wide array of tableware and decorations in a vibrant rainbow colour palette. Party catering is a breeze with a wonderful selection of tableware including plates, cups, napkins, treat tubs and lunch boxes featuring the fun robot motifs, offering the perfect way to serve your party treats.

The run up to Halloween 2014 is set to be an exciting time with two very different ranges to launch. The fun filled ‘Trick Or Treat’ collection offers a wide selection of tableware and decorations featuring the friendly skeleton, pumpkin, spider, vampire and monster characters.

With a vibrant colour palette of purple, orange, blue, green and black this fun children’s range offers a wide variety of tableware including paper plates, bowls, napkins, cups and lunch boxes perfect for serving your ghoulish goodies.

For the adult and teen market Neviti are launching ‘Graveyard Gathering’ a gruesome collection featuring a dusky graveyard scene with an evil pumpkin motif and a skeletal hand emerging from the ground. The range offers all of your party essentials including paper plates, bowls, cups, napkins and treat tubs all featuring the creepy design in the traditional Halloween colour palette of orange, grey and black.

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Floating off Up up and away

01268 411 712 www. upupandaway. co.uk This silver butterfly shape is exclusive and only available through Up Up and Away.

Perfect for Wedding’s Engagement’s and girlie functions.

30. 1 – 3. 2. 2015

Become the star of your industry More than 920 top exhibitors from 39 countries will be showcasing the industry’s best ideas at the world’s leading trade fair for seasonal and festive decorations – here you’ll find “Seasonal Decoration at its best”. Make the most of this brilliant trend and ordering platform and forge valuable contacts with the stars of the industry. www.christmasworld-at-its-best.com

Seasonal Decoration at its best info@uk.messefrankfurt.com Tel. +44 (0) 14 83 48 39 83

Scan here to find out more

s rty love Party Pa ws! your vie to hear ughts our tho Share y now! with us email:

Regular Party Patter!

Party Patter!

.uk hing.co

lis emapub l @ e n i l caro

Party Party talks to retailers to find out the latest word on the street

Matthew Stephenson, Party Patter How are you preparing for Christmas already?

We are in the planning stages for re-arranging our store for Christmas and also Halloween due to the success we had last year.

director of balloons Anton Schygiol that the big party and balloon range for 2015 will be the new Star Wars film.

Has the heat of the summer helped the party spirit, and in turn sales?

Our customers have had a great summer 2014. We are very proud to be exclusive stockist’s for the local Party In The Pines festival’s and this has helped boost sales with our range of Smiffy’s face paints and fancy dress costumes.

Do you sell licenses? Which is your strongest?

We pride ourselves on stocking a wide range of licensed products and by far the most popular items this year and since we opened Celebrate, is the Disney Frozen range. We are crossing our fingers and toes that they make a Frozen 2.

We have been told by Amscan’s product

Ruth Goodman, Fancy Dress Bash Are you preparing for Christmas already?

I am planning for Christmas already as this is one of my busiest times. I’m making sure that I stock up on table decorations and Santa suits.

Fran Gore, Fancy Dress Fanatics Are you preparing for Christmas already?

We’ve already put together one of our Christmas orders, and we’re planning more hire costumes to make ready for December.

Do you sell licenses? Which is your strongest?

We do sell licensed costumes, but the favourites vary depending on time of year. Superheroes generally are the favourites.

Has the heat of the summer helped the party spirit, and in turn sales?

We’ve definitely had a lot of customers in the Hawaiian mood! But for us, summer sales come mostly from festivals, and what people buy is often dictated by the theme of the particular festival they’re going to.

What trends have you spotted this summer?

We’re seeing more Steampunk weddings happening now! Steampunk is so popular.

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Do you sell children’s party products? Are these a strong category - if so what/why?

The most popular party products at the moment are the Disney Frozen costumes and tableware.

schools are always having book days where children have to dress up as a book character so Do you sell children’s party products? Are these a strong category - if so what/why?

I get mums and dads ringing me up in

Do you sell licenses?

Which is your strongest?

I do sell licensed products and again the Disney Frozen has gone down a storm!

Has the heat of the summer helped the party spirit, and in turn sales?

The heat of the summer has seen a lot of Hawaiian themed barbeque parties and the inflatable drinks coolers are selling well too.

I do sell children’s party products.

These are a strong category because

a panic wanting a costume fast!!

What trends have you spotted this summer?

Trends I have spotted this summer have been anything Disney, from Pirates to Princesses and of course Frozen Elsa and Anna.

www.partypartymag.co.uk

53 21

Quick Fire

Round

Quick Fire Round with…

Grace Hutchinson, Copy writer at Smiffy’s Childhood idol?

Ginger Spice – aka Geri Halliwell Present idol?

Journalist Grace Dent Favourite band?

Kings of Leon Best beverage?

Raspberry Mojito Favourite food?

Pizza, unfortunately!

Favourite curry?

Green Thai curry Most frequented restaurant?

Ed’s Diner

Favourite team?

I don’t really like sport..

Most watched film?

Limitless What occupies most of your spare time?

Walking the Pug Last fancy dress costume you wore?

Alice in Wonderland Motto?

Live big & free!

www.partypartymag.co.uk

15 7

Retail Acting the Party

Editor Caroline Eyles talks to Independent Retailer Raj Degamia on the success of his new store, Balloon and Party, that opened last month following a refresh and refurbishment of his previous shop

Ready to party With a lot of stores closing at the moment, what drove you to open a new party store?

We are an established Fancy Dress & Party Store in Stanmore Middlesex since 1998.

With market trends changing it was time for a change.

How was the opening? Who from the industry attended the event?

The opening was very successful and very positive both from the general public, existing customers and suppliers.

We had representation from Jim Cairns /Tony Esdon – Unique Party Kevin / Louise / Michelle – Qualatex Phil – RH Smith & Sons (Smiffys) Stuart Goodman – Rubies Masquerade Ian Stewart – BOC You have been open about a month now how has your first month been?

We have had a very positive response, it is quite funny, and how many times we get asked if we have changed ownership! Both balloon, fancy dress and partyware sales have shown a positive upward trend and sales are positive.

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What were the ‘must-have’ products you knew you wanted to stock?

Licensed tableware, balloons together with fancy dress and accessories.

Do you sell licensed products?

We do sell licensed products, having a good relationship with, Rubies Masquerade, Unique Party, Smiffys and Qualatex who are the main licence holders helps tremendously, their individual product range complement each other. Giving our customers, the convenience of having most, if not all, of their party needs under one roof. We are now working even more closely, with a view to move to the next level watch this space!

Are you online?

We currently working and further developing our websites, eventually both retail and online will work together offering our customers the convenience of online and or retail shopping.

What have been the highlights in the past month?

The refurbishment was not easy, getting the shop organised during a working day.

The main highlight was the opening and

receiving the positive response from both our customers and suppliers.

In terms of product selection, what guides you?

We have so many things going on like Roald Dahl, World Book Days, Halloween, Guy Fawkes and Chrismas. The Qualatex way combined with our own creations enables us to offer our customers new and innovative designs. It is very important but you have to listen to the customer’s needs, having been established for 18 years we are tuned into what our local customers require, and are able to constantly offer new lines / designs.

How have you predicted what will hopefully sell?

Market trends and supplier backing, keeping our ear to the ground, more so on the children’s side having a 7-year-old-son and 12-year-old-daughter as consultants definitely helps with what is in, as well as the backing of four major players.

How do you decide on a price point?

Whilst products do have a RRP this does not necessarily reflect the appropriate price, in some cases it can be to high or low. As

It is very important but you have to listen to the customer’s needs, having been established for 18 years we are tuned into what our local customers require long as your price is realistic and affordable coupled with a good customer service, customers will remain loyal. Our service is still considered as the luxury end, people do think with their minds and in some cases impulse buy, but the final say is always how much is it. At the end of the day you should know your customers and area!

Which is the most popular licence?

By far the best seller “Frozen” from party ware to costumes and balloons this movie has been phenomenal. Our relationship with Unique Party and Qualatex has proved to be invaluable, ensuring we have a good supply of stock and POS at all items.

And which is your biggest and strongest licensed range?

Again it is Frozen, but as I have said working with four of the major Licence holders Smiffys, Unique Party and Qualatex we are constantly up with all the new licences.

What is your most prominent category?

Balloons are our core business, followed by partyware and fancy dress.

How do you see the state of the party industry currently?

Presently the industry is haywire, especially fancy dress, and the internet. The likes of Ebay and Amazon haven’t help the high street, the main issue I feel is especially from those who work from home or garages,

working on cut throat margins compared to a high street retailer, who has rates, rent, staff, bills etc to account for.

The Fancy dress market is saturated, and really requires a shake up, which I believe the like of Smiffys are addressing, and stability. Small retailers are the backbone

Small retailers are the backbone to this industry, having the support of major suppliers who are working closely with business like ours is a breath of fresh air!

What is your personal favourite product you stock?

Personally I like the balloon decoration element and the challenges of offering new designs, to go in to a venue leaving it transformed is truly satisfying.

Having decorated venues like the Royal Horticultural Hall in Victoria, big Shopping Malls , Wembley Arena and some very large Supermarkets makes me proud, going back the next day to check our work and you here the members of the public saying ‘Wow’ admiring your work is truly satisfying.

to this industry, having the support of major suppliers who are working closely with business like ours is a breath of fresh air!

This should eventually create some stability for our industry.

The industry needs to have an element of regulation, it is in the hand of both the major suppliers and wholesalers they need to have a degree of control with whom they deal with, otherwise there won’t be a local party and fancy dress shop to go to!

By having fewer, but stronger established business make us niche were we can offer a proper bespoke service.

www.partypartymag.co.uk

17

Licensing News

Lima Global Networking Party LIMA is delighted to announce booking is OPEN for the annual Global Networking Party sponsored by The Hong Kong Trade Development Council (HKTDC). This years’ event will again take place at the 5 star MayFair Hotel, Stratton Street, London, W1J 8LT during Brand Licensing Europe.

Date: Wednesday 8th October 2014 Time: 5:30pm until 7:30pm Price: £50 inc VAT (LIMA Members) £100 inc VAT** (Non Members) LIMA are also accepting table reservations for the LIMA Stand during Brand Licensing Europe.

New Teletubbies in Spring 2016 With a new toy range to hit stores next year, it will only be a matter of time until we can get our hands on the costumes too!

The much-anticipated new 60-episode series of Teletubbies has been commissioned by the UK’s CBeebies and is being produced by award-winning UK production company, Darrall Macqueen Ltd. It will feature the same well-loved characters but will bring a refreshed, contemporary look to one of the world’s most wellknown pre-school properties, ensuring that it is relevant for a new generation.

DHX Brands EVP Peter Byrne says: “Teletubbies is one of the most recognizable pre-school brands globally which we believe represents a remarkable consumer products opportunity. We’re very excited to be partnering with Character Options, who have an incredible track record in building and nurturing pre-school brands for the long term.”

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Looking for licensees Battersea Dogs and Cats Home is focusing on attracting new partners for both its adult and children’s brand licensing programmes.

New categories will support children’s products launched during 2014 which include truly amazing dog and cat costumes from Smiffys.

Battersea’s brand licensing programme has seen great success over the past year with its range available in over 300 Tesco stores. Artwork available for the licensing programme includes Battersea’s own delightful contemporary and vintage photographic imagery as well as the fun and creative original illustrations by Jason Chapman.

Battersea has also had great success with the National Television Awardwinning prime time show, ‘Paul O’Grady, For the Love of Dogs’, which will be on air on ITV1 for its third series this Autumn.

Frozen to return in 2015 Good news for retailers, one of the biggest selling animated licenses of all times is returning to our screens next year with a short film - allowing shops to cash in on the popular brand for even longer According to an article published in The Independent, Elsa, Anna, Olaf and the rest of the Frozen gang are set to return for a new Disney short film in spring 2015. Recorded as the most successful animated film in history taking £723 million at the global box office, it is also the fifth highest grossing movie ever.

The news was revealed in the US on ABC’s broadcast of The Story of Frozen: Making an Animated Classic. And while there are currently no plans of a full feature length sequel to the original that sweeped the nation earlier this year, the Oscar-winning hit movie will see Frozen Fever as a follow up, with the favourite main characters celebrating Anna’s birthday.

The icy fairytale became the most successful animated film in history when it took £723 million at the global box office. This figure also cemented Frozen as the fifth highest grossing movie ever.

Christmas and NYE Feature

All in the Brand!

7th - 9th October, London Olympia This year’s Brand Licensing Europe is set to be the biggest to date in its 16 year history when it returns to London’s Olympia on the 7-9th October.

Exhibitors Featuring around 235 exhibitors; over 55 of these are new for 2014.

Leading names attending the show for the first time include: Chelsea Football Club, UEFA Euro 2016, The Jim Henson Company, Von Dutch, International New York Times, Team GB and National Museum of Royal Navy.

Due to success of 2013 and the positive feedback received, once again BLE will be divided into three zones to aid easier navigation: • Art, Design & Image • Brands & Lifestyle • Character & Entertainment

Education Running alongside the show as ever will be the renowned Licensing Academy, featuring a packedprogramme of sessions offering industry insights. Sessions already confirmed include an introduction to the show and licensing industry

by LIMA, alongside licensing facts, figures and trends from Knowledge Partners GfK, NPD Group and Planet Retail. On the first two days the Academy also plays host to keynote sessions from industry trailblaizers, who in the past have included Mind Candy, Lucas Licensing, Rovio, Volkswagen and FIFA.

New features New for 2014, the Brands & Lifestyle Theatre will offer free sessions tailored specifically to the business of licensing brands.

Visitors will hear expert guidance on licensing within the worlds of sport, lifestyle, fashion and heritage brands. Run in partnership with Brand Jam, the sessions will present powerful case studies and alongside Brand Jam’s interpretation of how and why they are so successful. Beanstalk, IMG and Extreme are already confirmed to speak.

License This!

Now in its fifth year, the License This! competition offers those with brand new creative concepts the opportunity to break into the global licensing industry. The final will take place on Thursday 9 October in front of a packed audience, with finalists vying for the chance to win a stand at Brand Licensing Europe 2015 and an opportunity to bring the product to market. Last year’s winner Mr Trafalgar, a whimsical rodent drawn in distinctive black and white silhouette, has been busy developing the characters in the portfolio to bring back to this year’s show.

The competition has provided a springboard for many past winners and finalists: • 2011 winner ‘How to... for the inept’ has since signed a publishing agent contract and a deal to provide gifting sets.

• Finalist from the same year,

•

•

Turizmo, has signed licenses for apparel, wall-coverings, game apps and stationery, some of which feature augmented reality, in the UK and Russia.

2012 finalist Lillipippins has inked licenses in the UK, USA, Russia/CIS, Germany and Australia.

Last year’s finalist ‘Railway of Life’ secured a deal with The Coaster Company within weeks of the show.

Charity focus This year BLE is supporting a number of charitable causes, including hosting a themed ‘Table Dennis’ charity table tennis tournament raising awareness of the sport as an effective therapy for those suffering from Dementia in partnership with DC Thomson Consumer Products, Bounce Alzheimer’s Therapy (BAT) Foundation and Table Tennis England. Championship players from Table Tennis England, together with sports personalities and celebrities, will be invited to take part in demonstration matches throughout the show.

This year’s event also boasts its very own mascot in the shape of Battersea Dogs & Cats Home rescue dog, Squirt, who will be available for photo calls on the Battersea stand.

For more information please visit www.brandlicensing.eu or follow the show on Twitter using @bleurope for the latest news and updates.

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Feature Licensing

Party with a licence Find out more about the latest licensed products available within the party industry and why brands become so popular

L

icensing comes in all shapes and sizes, from football teams blazoning their logos on mugs and apparel, music producers putting their names to headphones, celebrity chefs in home baking and finally, recognisable cartoon characters and films making money through products outside of the cinema screens.

The party categories, as one might expect, are dominated more by the character licenses mainly owned by film studios and entertainment groups that are then turned into partyware, costumes and balloons

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to mention but just a few.

So what is it about a character licence that appeals to a consumer, and why might a licensed product make a good party product?

With one particular brand in mind that has simply

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“

zoomed to the top of the most successful licenses list, Disney’s Frozen is one of the most strongest licenses within the party industry with retailers unable to even get hold of enough stock.

Independent Retailer Nick Peek, Managing Director of Peeks, reveals what it is like when a feature film takes off, he says: “When a film or game becomes huge we see a surge in sales of all attached licensed products.

Currently Minions and Frozen are the big sellers for us and I daresay we’ll see more before Christmas.”

While Ruth Goodman of Fancy Dress Bash based in Leeds adds: “Licensed products are popular because of new release movies as everyone wants to be the latest superhero or Disney character.”

Catching the eye of the consumer when it comes to character licensing is relatively easy in comparison to a nonlicensed product since it’s the name or recognisable face that helps to encourage the sale, no doubt helped by pester power if the child is of an age.

With a wide range of licensed products from balloons through to party ware which caters for all different types of characters and brands, Sandra Vanstan,the licensing

“When a film or game becomes huge we see a surge in sales of all attached licensed products.”

Independent Retailer Nick Peek, Peeks, Castleford

”

manager at Amscan comments: “In terms of a successful licence within the party industry, Frozen is the license that instantly springs to mind. It has absolutely taken the world by storm!

Our range of Frozen foil balloons have had a huge uptake and the brand is our fourth best selling licence year to date. Due to this success we are now looking into expanding the range with Frozen accessories…watch this space!”

Stocking up on licensed products is a clear way to extend your product offering to your consumer without having to worry too much about its popularity. If you pick popular licence, you stand a strong chance of it being popular with your consumers.

Costumes Cos mes to o iinspi in inspire nsp piire yo your ou urr cus customer customers stomerrrss th tthis his hi

To view our full range of festive costumes, partyware & balloons please visit our website!

TEL: +44 (0)1908 288 500 E-MAIL: sales@amscan-uk.co.uk WEB: www.amscan.co.uk ŠAmscan 2014, ŠAnagram 2014 All rights reserved

Feature Licensing

Amscan 01908 288500 www.amscan.co.uk Beautiful Boofle balloons!

Amscan have recently launched a fabulous range of foil balloons themed with the incredibly cute licensed character; Boofle. The adorable collection consists of 10 balloons for a wide range of occasions from birthday to valentine’s and celebration on the birth of a baby boy or girl to name a few.

Disney Princess Palace Pets The Disney Princess Palace Pets are a collection of animals who have been adopted by the Disney Princesses.

There are several characters including Pumpkin; Cinderella’s Puppy, Ariel’s Kitty, Sleeping Beauty’s Kitty and Blondie, Rapunzel’s pony and more. Amscan have a brand new range of four Palace Pets AirWalker Balloons to choose from developed by Anagram. The balloons are ideal for young animal lovers and Disney princess fans; who can have their own royal pet to keep for themselves.

New Minions foil balloons by Anagram Everyone loves the Minions and they are now coming to Amscan! The leading party products company are excited to add these cheeky characters to their licensing portfolio; starting with a collection of foil balloons. The Minions have been extremely popular since the first ‘Despicable Me’ movie and are now set to star in their very own film; ‘Minions’ in 2015. With nine balloon options to choose from; the range includes everything from an inflate-a-fun balloon up to a full balloon bouquet. The collection also features a spherical Orbz shaped balloon which displays two different Minion visuals and a waving minion design in Mini-Shape and SuperShape. Also look out for the new Minions range of partyware which will be available early 2015!

Balloons out of this world Based on the popular animated television series set between Episode III and Episode IV of the almighty Star War films; Amscan have launched new Star Wars Rebels foil balloons. The balloons include a generic design making it suitable as a gift for any Star Wars Rebels fan and also a ‘Happy Birthday’ version, both of which are in our helium saving format. Each balloon is two sided therefore features separate designs with contrasting red and blue backgrounds.

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Happy Birthday Miffy!

Neviti 0845 6381358 www.neviti.com Neviti are delighted to announce the launch of their new first birthday additions to the Baby Miffy collection. The range which launched last year has been increasingly popular for baby showers, Christenings and first birthday celebrations featuring Dick Bruna’s worldfamous Miffy creation.

The new items fit perfectly into this adorable range with a new selection of decorations and tableware specific for first birthday celebrations. The new decorations include a first birthday bunting and party balloons featuring the famous Miffy bunny with a number 1 motif in a delicate pastel colour scheme, co-ordinating beautifully with the rest of the collection.

Other new items include first birthday plates featuring Miffy and friends perfect for serving your party treats and first birthday cups featuring a silver number and bunny design.

The new items look beautiful with the other tableware within the collection including the gorgeous cake stand which is the ideal centrepiece for homemade treats, with adorable co-ordinating cake cases and character cake picks.

Feature Licensing

Breaking Bad Smiffys 0800 590599 www.smiffys.com The hit US drama may have ended in 2013 but its popularity shows no sign wavering, and consumers will love channelling their inner Heisenberg in Smiffys’ newest licensed costume.

The Breaking Bad license comes in time for Halloween, with the instantly recognisable yellow HazMat suit, complete with mask, gloves and goatee.

Costumes are in stock now and selling fast, contact your Customer Service Advisor to place your order today.

A colourful licence Rasta Imposta 0845 180 6545

Roald Dahl Smiffys 0800 590599 www.smiffys.com Smiffys have secured the Roald Dahl dress up licence just in time for the fun-filled Book Week. With Charlie Bucket, Fantastic Mr Fox and Miss Trunchbull to name just a few, kids will be spoilt for choice. These costumes have already proved to be a huge hit with customers, so contact your Customer Service Advisor today to guarantee your order.

Going to the Zou Creative Party 01202 590222 www.creativepartyltd.com

angelsdistribution.co.uk Rasta Imposta brings you costumes from the incredibly popular Ted The Movie, as well as new additions to the colourful Crayola range. Make a statement in the Crayola Box Tutu Dress, or Glitz and Glitter Dresses, available in six colours.

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Creative Party are excited to be launching a new range of licensed Zou partyware, décor and accessories featuring Zou, Elzee and Poc! The range is cute, colourful and brings the joyful nature of Zou to any children’s party.

Stars of the range include new Balloon Clusters, which come with a Giant foil, 4 18” foils as well as pre-cut ribbons for a spectacular balloon decoration that is simple and easy to assemble as well as Activity Placemats with Stickers, a great way to keep the kids entertained at the party.

PARTY NEEDS YOU!

Who Needs Suppliers?

Columnist Mark Brett looks at the retailer supplier relationship

‘

…err, yeah, hi…Sorry this week I am really short of staff, then I am having a shop refit, the shop cat is receiving its OBE at the Palace, followed by Halloween …ring back June 2018…’

When a supplier calls There are going to be some readers out there thinking that this is going to be one big personal moan. There is some truth in that thought, but hopefully they will see that is not the real function of this article.

Taking the view that suppliers are an unavoidable pain, is not restricted to any one sector of the retail market. Multiples, independents and online operators are all guilty. On a positive note it is by no means the entire ‘buying’ profession but it is a considerable and important minority.

So why do you need them (new ones, that is)? if you run an operation that is growing, year on year, making healthy profits and is set fair for the future, you probably don’t. Even if you don’t meet these criteria, you still may not need them but should you be looking at them?

Looking at Trade Shows for example For our industry there are really only two main shows in Europe, Spring Fair and the Nuremberg Toy Fair. The latter may come as a bit of surprise to many but there is an increasing number of party exhibitors probably equalling that of the Spring fair. The irony is that there are probably more British visitors to the Halloween and Party show in the USA than who go to Nuremberg.

In my very humble opinion, every trade show should be ‘ram jam’ full of buyers looking for that niche product, specialist supplier, or special deal that may only be available at the exhibition. There is a cost to this process, of course. It is a cost of time and also travel. As to the rewards these can only be determined by investing time and travel but they can be numerous. There are a number of seasoned retailers that do invest and rarely return without saying it has all been paid for because they have found at least one potential supplier or product.

Once trade shows are over, everyone is back in their place of work, and retailers of all descriptions are contacted by suppliers, bombarding with phone calls and emails.

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INFO In 1977, Mark began working for the family business, manufacturing and marketing Fantasia latex balloon within the UK and the rest of the world up until 2008 when he set up shop on his own and created the Fantasia brand. Since 2011 Mark and his wife are the sole UK agents for Boland Party, a Dutch company who are one of Europe’s largest party distributors of party and dress up. And that’s not all, Mark has been a Director of HITF Ltd since 1996, and in 2002, he was the founder member of European Balloon and Party Council, holding post as chairman from 2002-2012.

“

One caveat here, not all suppliers do. So what is the big deal? Quite simply, you don’t know what is on offer.

Somewhere within that range of product there maybe that gold nugget of a product you have been looking for, the one new product that will differentiate you from your competitors; a pricing structure that will elevate your bottom line; a supply service that would mean you will never be out of stock.

A very common response from buyers is …most of our stock comes from the BeesKnees Plc and Bigwigs International…. of course they are selling to everyone …and margins are tight.. We can’t get the stock…. but we are very happy….might not be the exact words but the sentiment is clear.

Potentially be the most productive ten hours you will spend in any one year in the development of your business

An open door policy To repeat an earlier comment, the national multiples are just as guilty, indeed they are worse. There are some very interesting exceptions. Certain high profile, very successful discount operators, have an ‘open door policy’. A supplier can walk in off the street and talk to a buyer. It may not be the relevant buyer, but you would have time with an available buyer who will pass the information to their colleague. Why do they do this? They want to know as many suppliers as possible and of course they are looking for ‘deals’. Some may say that is not the way we can or want to buy. Quite correct, but the basic philosophy is the same ….having the right products at the right price.

One of the key fundamentals to a successful discounter is, apart from the best price, not having empty shelves. Hence the need to know as many suppliers as possible to ensure there is always stock for the ‘gap fills’

or empty shelves, when the regular supplier has a stock problem.

Give them half and hour

The reality is that organisations both big and small are short of time. So how does Mr Party Smarty Pants supplier propose going about seeing all these sad, lonely and gift bearing companies? To quote ‘Simples’.

Let us suppose there are 20 additional suppliers out there.

Each one who contacts you, you allocate one half hour. You tell them they only half an hour to make their case. Half an hour should be long enough for any decent sales person to make their case. This is not suggesting it is time enough to examine the range but it will be enough to see if it is worthwhile allocating more time at a future date. Twenty half hours equal ten full hours. You could set aside three or four half days during the year for this purpose.

You don’t have to it the following year, as you will know who you want or need to talk to, and it won’t be the entire twenty.

”

To conclude Sticking my neck on the line, I would suggest that this ten hour period of time, would potentially be the most productive ten hours you will spend in any one year in the development of your business. Even if the conclusion, is that none of the suppliers have anything to offer. You will, at least, know you have the best product and the best suppliers in your operation.

So next time you get a call from a new supplier, have this thought in mind….if I give up half an hour of my time, I won’t ever have to hear from them again….there could, of course, be other benefits…

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Profile Neviti

A Successful year for Party Party Editor Caroline Eyles speaks with one of the leading party and wedding suppliers, Neviti, on what has been an exciting year so far, with new product launches, license signings, successful trade shows and the addition of new members to their growing team

“

Our aim is to ensure we continue to produce beautiful on trend collections which are easy for our customers to sell

What is Neviti’s unique selling point?

Neviti is unique in that we only sell to the trade so our customers have the reassurance that they can sell our collections with healthy margins. We also have a multilingual team so we can offer our customers from all around the world a high level of support and service.

”

How has 2014 been so far for Neviti?

As a team we have been extremely busy this year developing unique ranges to extend our current portfolio.

As always we complete a great deal of market research to ensure our collections are on trend to meet everyone’s tastes and preferences. Trade shows have played an important part for us this year allowing us to meet with our customers both in the UK

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and abroad to help support them in their businesses. We have also been working with our customers supporting them with sales and marketing materials making their lives easier by providing web descriptions and images allowing them to keep their websites up to date and freeing up their time to concentrate on making those sales.

What new licenses have you signed up for?

Our new licence signings this year include ‘Dennis and Gnasher’ from the bestselling Beano comic and ‘Guess How Much I Love You’. We are thrilled to be working with these gorgeous ranges and hope our customers will love these collections which are sure to be popular with fans of these successful brands.

The ‘Dennis and Gnasher’ range is available now to pre-order after its official launch at this year’s Autumn Fair and ‘Guess How Much I love You’ will be available early next year.

What new launches did you have for Autumn Fair?

What new lines did you add to your collections this year?

New collections at this year’s Autumn Fair included two new Halloween ranges ‘Trick or Treat’ and ‘Graveyard Gathering’. This year we really wanted to offer something for everyone with our Halloween offerings and these collections do just that with ‘Trick Or Treat’ for younger children’s parties featuring friendly Halloween characters and ‘Graveyard Gathering’ a spookier design ideal for adult and teen parties. For children’s birthday parties we introduced ‘Tree Top Friends’ featuring a cute owl and cupcake design and ‘Robot Heroes’ featuring fun futuristic robot illustrations, both of which were well received at the show. Other new launches included additional 1st birthday items to the licensed ‘Baby Miffy’ range which was shortlisted for this year’s Gift Of The Year award and additional items to the stylish ‘Shimmering Snowflake’ collection for festive celebrations.

New for Christmas 2014 is Winter Wonderland which saw its debut at the Autumn Fair, perfect for adult Christmas celebrations offering a more sophisticated design.

‘Keep Calm and Party On’ has always been a popular adult party collection for birthdays and 30th, 40th and 50th celebrations. This year we added items to celebrate 60th,70th and 80th birthdays with a new selection of balloons, bunting, napkins and table confetti for these special landmark birthdays.

Other additional items included 60 new additions to our bestselling Contemporary Heart, Elegant Butterfly, Vintage Romance and Chic Boutique collections now offering a more comprehensive selection for our customers.

What was your most successful range this year?

Our most successful range this year has to be our ‘Just My Type’ collection. Inspired by vintage wedding stationery this simple design features a type-writer style font and heart motif with the text ‘love is sweet’. We were surprised by how successful this collection has been with our customers with items such as the candy buffet bunting and sweetie bags being fantastic sellers due to the increased popularity of candy buffets.

Who are your new team members?

This year has seen expansion to both our UK and International sales teams with new team members to help support our current client base.

Both the warehouse and marketing team now have further support with the addition of family members Max and Hazel Cooper joining the Neviti team.

What does the future hold for Neviti?

2015 is set to be another busy year for us with a minimum of 12 new collections planned with new and exciting ideas being developed throughout the year. Our aim is to ensure we continue to produce beautiful on trend collections which are easy for our customers to sell and to continue to offer a high level of support to our clients. We would like to thank all our customers for their ongoing support.

View Neviti’s new collections at www.neviti.com

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Feature Masks & Accessories

Behind the mask keep a consumer happy by supplying them with the necessary accessories that help to achieve the look they’re going for.

Ruth Goodman, Independent particularly Retailer of during the Fancy Dress past few years Bash based in where we have Leeds reveals experienced her creativity a recession. when it comes Keeping costs to putting a few down, just by independent adding a mask accessories, or a hat or even unconnected a moustache, it to any outfit, can complete and all of a the simplest of sudden having a costumes.

Sergio Battaner, Palmer character look.

Sergio With this kind Agencies Battaner of creativity Marketing you can help Director at Palmer Agencies to extend sales no end, comments: “As we are Ruth reveals: “Masks and reaching the end of the left accessories are great sellers over part of the recession, we because not everyone wants have to accept that costumes to wear a full costume and have taken a bit of a hit, but they can easily dress up with the plus side of this is that for example a face mask, a accessories and masks in black cape, a pair of white particular have been the big gloves and a cane and voila winners in these groups.” you become the Phantom of With Halloween the Opera!” approaching, Sergio urges Turning masks and retailers to consider this when accessories into more of an plugging their sales, he says: occasion in their entirety, “For Halloween its a very Nick Peek, Managing affordable exercise to buy a Director of Peeks mask without a based in Yorkshire whole costume that reveals that the you can wear with something trend of masked balls is in the back of your wardrobe returning and thus is and still have a very effective it inevitable that the costume.” sales of masks will With first hand experience soar! of dealing with consumers Nick says: who come into the shop not “Masked balls seem sure what they are after, or to be really in vogue perhaps with an idea in mind, at the moment so its a perfect opportunity to we’re stocking a wide help establish the budget and variety because of this therefore work out whether demand. Also, Celebrity a full outfit with accessories masks have become is viable, or in fact you can really good sellers with

Party Party learns more about the trends people are not tending to make, of choosing a mask instead of an entire costume

S

ometimes people aren’t after an entire costume.

If it’s because they are not brave enough to go all out or perhaps the temperature has an influence in the hotter months, but for whatever reason there has been an increase in consumers buying a mask and/or accessories as opposed to the full outfit.

This allows a partygoer to mix and match their costume with other elements that they either already own or are able to find, in turn keeping the cost of their outfit down, while still contributing to the party atmosphere and appearing as they are in fact ‘dressing up’ and taking part.

Trudy Pijnacker, Operations Manager at Leg Avenue Europe comments: “While we already know Leg Avenues new costumes are to die for, we are also now offering new accessories with the idea behind it being a “build your own” costume concept.”

Whether it be in addition to a full costume or just in part, Trudy continues: “Consumers are able to buy the plain warrior costumes and then the additional outstanding accessories to build their costume with, or they can buy them on their own. With this concept it’s possible for the customer to give a personal touch to their look while also if they need to, keep an eye on their own personal individual budget.”

This has been a popular choice of building a costume

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“

“As part of the recession, costumes have taken a bit of a hit, but the plus side of this is that accessories and masks have been the big winners.”

”

the Royal family remaining particular favourites.”

Companies like Maskarade and Star Cutouts have become fantastically huge in the past few years thanks to the rise of their cardboard licensed masks that help a person to become someone with very little effort.

With such a wide range available, from traditional, to latex through to a licensed character or celebrity, the opportunities to make money within this sector are endless and if you’re not involved, it’s definitely time to consider it because you know if the cost is low for the consumer, it’s going to be even lower for you meaning the mark up could potentially be considerably higher, earning you more money in the long run!

FREE DELIVERY ON ORDERS OVER £200

OVER 700 CUT-OUTS & O MASKS TO ORDER ONLINE M

©Disney Doctor Who logo © 2012 and TM BBC. Licensed by BBC WW Ltd. How To Train Your Dragon 2 © 2014 DreamWorks Animation L.L.C. © Pop-out.com

PACKAGING & DISPLAY SOLUTIONS AVAILABLE

0161 344 5839 ORDERS@STARCUTOUTS.COM

Feature Masks & Accessories

Accessorise with facial hair!

Mustaches +37 0699 21066 www.mustaches.eu While Halloween is approaching, ‘Moustaches’ have some great news to announce. It will soon be possible to purchase high quality handmade moustaches and beards straight from the warehouse in UK. All you need to do is to open the account at www.mustaches/ac , purchase the desirable assortment and it will be shipped straight to customer’s indicated location in 48 hours. All deliveries from £200 are free, besides with the first order customers will get free gift value £30.

Moustaches is an well-known Lithuanian company that is producing high quality, handmade, false fur moustaches and beards.

The production is being sold all over the Europe: the United Kingdom, France, Belgium, the Netherlands, Germany, Italy, Austria, Switzerland, Norway, Finland, Poland and Russia.

A Costume and accessories comeback!

Leg Avenue +31 24 2403444 www.legavenueeurope.com Finally something everyone has been waiting for!

Leg Avenue’s masks are of high quality and look amazing, especially a popular favourite, the black bunny mask with high ears that will sell out fast. The beautiful fake leather cat masks will also make a return. If you want to get your hands on them you should keep your eye out. Masks like these are definitely a must have.

Besides bringing existing masks back, Leg Avenue will also offer a lace mask.

Something that slowly became a trend among celebrities. Leg Avenue is always up to date and we just cannot wait for this beauty.

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Masks & Accessories Feature

Morphing into masks Morphsuits 0330 0882510 www.morphsuits.co.uk It’s the perfect time to pimp out your fancy dress box ahead of Halloween. MorphCostumes, famous for creating costumeenvy among friends across the globe, has a host of masks and accessories available to guarantee every party or trick-or-treat adventure of 2014 is a guaranteed showstopper.

In addition to the range of tech-enhanced costumes available from MorphCostumes – a huge range of masks and accessories are also available to the discerning costume wearer who wants to be head and shoulders above their friends, to create a scene and a scream at any party.

The range includes: Classic Frankenstein Mask, Killer Clown MorphMask, Mummy MorphMask, Pumpkin MorphMask, Skeleton Morphmask, Zombie MorphMask, FrankenMorph MorphMask.

And, if the kids want to join the party, all masks are available in children’s sizes too!

Onto accessories – Morphsuits are obviously not the best when it comes to storing your phone and wallet…! Enter – the MorphCostumes’ bumbags. To further jazz up your spandex wonder, there’s the range of vibrant wigs, and if your party’s outside, the MorphCostumes shoe covers are the perfect accessory.

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Feature Masks & Accessories

Latex foam masks Smiffys 0800 590599 www.smiffys.com Masks can sometimes be overlooked when considering Halloween costumes, as they can be hot and uncomfortable to wear.

With this in mind, Smiffys have designed a range of foam latex masks, which promise improved ventilation and comfort, without compromising on style.

Whether opting for a menacing clown, terrifying werewolf or one of the other scary Halloween styles, the realistic

movement of these masks is sure to take costumes to another (creepier) level.

Check the Smiffys Seasonal 2014 catalogue for the full range of masks, or contact your Customer Service Advisor for more information.

Licensed Hellraiser mask Smiffys have secured the licence for a range of Hellraiser costumes, with designs that are sure to impress fans.

The authentic Pinhead mask depicts Clive Barker’s creation from the 1987 British horror classic, and is perfect for Halloween.

All in a tache...

In your face!

Rasta Imposta

Tinsley Transfers

0845 180 6545

0845 180 6545

angelsdistribution.co.uk

angelsdistribution.co.uk

Rasta Imposta offers a range of purses, baskets, hats and ‘Staches that allow costume-shy individuals to accessorise in style.

Perfect for Movember our ‘Staches that can be worn by both male and female come in three sizes 20”, 30” and 60”. Rasta Imposta’s Party Animal and Designated Drunk Cones are perfect for setting a party’s tone!

This range of Hollywood film-quality 3D FX transfers are in stock now! With terrifying small designs including Vampire Bites, Exit Wounds and many more, as well as horrific mediumsized transfers including Cut Throat, Zombie Rot and Zipper Face, these

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gruesome lesions are sure to add some horror to any Halloween costume. All transfers are applied just with water, with no need for latex or glue, making them an excellent and easy-to-use choice for beginners make-up experts alike.

Screaming, teddies and gas!

Palmer Agencies 0289 064 7119 www.palmeragencies.com Aside from a hugely successful range of carnival masks, Palmer Agencies have massive selection of horror masks within the trade, from the well known Scream mask that started at Palmer Agencies before being contacted by the ďŹ lm company that used it for the infamous scary movie.

The deadly teddy mask, are teddy bears nicknamed the

deadeye masks. People love them and they sell very well with blood dripping down them.

One special mention is also the gas mask. This is favoured by the public as it resembles the TV hit of late of two newly made friends, Breaking Bad, and is therefore a popular choice.

HIGH QUALITY HAND MADE MUSTACHES AND BEARDS MANUFACTURED IN EUROPE, LITHUANIA. Free 48 hours UK delivery Minimum order 200 GBP + free samples (value 30 GBP) Order online www.mustaches.eu )RU RSHQLQJ DFFRXQW SOHDVH À OO D TXHVWLRQDLUH DW www.mustaches.eu/ac or send us an email sales@mustaches.eu $GGUHVV 9 0DFLXOHYLĀLDXV VWU /7 9LOQLXV /LWKXDQLD 7HO )D[

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Regular Talking with an Angel

How to take advantage Party Party columnist Emma Angels tells us why retailers can’t become complacent when it comes to the busiest time of year

H

alloween is undoubtedly one of the busiest and most important times of the year for fancy dress retailers, with leading analysts Planet Retail estimating that the British public spent over £315 million on Halloween products last year – a figure that increases annually.

However, no one can afford to become complacent and expect increased footfall and sales without putting in any extra work at all. The coming few weeks will be hugely busy for every costume shop in the UK, but with some prior preparation and innovative marketing, you can help promote your store and increase sales even further.

“

This is the most obvious form of marketing you can implement, and you can easily secure space in your local newspapers and magazines. Readers will have Halloween in the back of their minds and so will naturally be more receptive to your adverts, particularly if you’re a local business. Your adverts need to be colourful and eye catching because the likelihood is that your competitors are going to be using this medium too, so you really do need to do something to stand out: a photo shoot showing what you can do might tempt people in far more than stock costume images, for example.

Another alternative is to distribute flyers.

You can pay Royal Mail to carry out a door-to-door drop, or contact your local news agency and enquire about adding your flyers to their paper run: both will target local consumers directly.

Billboard advertising is hugely effective but is, of course, a more costly option. Using a discount code in your advertising will not only allow you to

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track your return on investment easily, but also serves as a financial incentive for potential customers – everyone loves a bargain.

Another effective way of drawing attention to your business is to have some kind of PR (public relations) plan in order to get your company mentioned and talked about in the media. Because this kind of coverage is written by a journalist and is editorially impartial, it retains an air of credibility and the sense of a personal recommendation. The key to PR is having something that journalists will be interested in, so think of exciting stories from within your company. This could be anything from a new range of products, an anniversary, or a publicity stunt that would make a great photograph in the local paper – just get people talking!

No one can afford to become complacent and expect increased footfall and sales without putting in any extra work

Advertising

34

Emma Angel is Director of Angels, the world’s largest and longest-established costume house. Emma has over 20 years experience in Fancy Dress and Angels has two stores, fancy dress website – www.fancydress.com and is the UK distributor of Rasta Imposta, InCharacter and Tinsley Transfers. Emma is the sixth generation of the family to work for the Oscarwinning company and is the first female member to take on a directorial role at Angels.

”

In-store promotion This is another great opportunity: your staff are your greatest advert, and offer a brilliant way to show your products in their best light. Costumes that are being worn in store always sell well because customers are able to visualise how an outfit will actually look, rather than just seeing them in a packet on a shelf.

This, in turn, makes a sale far more likely.

You should also consider having a member of staff at a dedicated make-up counter, showing people how to create cuts, apply transfers or fake blood, and helping people achieve the best possible look. Customers will appreciate the extra mile that you’re going, and this will naturally lead to increased sales as they want to recreate the look at

home. By positioning items near your point of sale you can entice customers into purchasing additional products: great examples include fake blood, spiders, small accessories and additional make-up.

Think of your store as your ultimate marketing tool. If it has a thriving atmosphere with enthusiastic staff, then people will be drawn to visit in the first place, but also spend more time and money in your shop. People talk with friends and colleagues about what they’re going to be wearing on Halloween, so word of mouth strongly comes into play. If a customer has a good experience in your store then they’re likely to recommend your shop to their friends.

Another powerful tool you can use to ensure you stand out from your competition is your window display, so put plenty of effort into making it both interesting and visually attractive: even when you’re closed you should try to have items on display because you never know who will take notice and then return at a later date.

The Internet Of course, this is also a vital marketing tool and if you haven’t already invested in search engine optimisation (SEO) or pay per click (PPC), then this might be the time to start, as a huge amount of people take to the internet when they start looking for a Halloween costume. Social media allows you to showcase your products, and because Halloween is an increasingly significant retail event, engagement is more likely to occur as it’s on people’s minds. Use Facebook, Twitter, Instagram, and YouTube to your advantage: posting photos of your displays and products, and communicating with the public directly is a great way to engage customers and retain their loyalty. Social media also offers a great opportunity for rewarding followers with discount codes, or raising your shop’s profile through competitions or promotions.

Halloween is the most important time of the year in our industry, so whatever you do, don’t fail to grab every opportunity available! Try out some of these ideas and if you find them to be successful, why not consider using them all year round?

Feature Valentines

The look of love “ T We learn more about the latest launches and products available for those wishing to celebrate Valentine’s Day

rue love only needs window displays, since half an excuse to businesses could well reveal itself between be after your stock too two people, and by for their own display tugging on heart strings, this is purposes. the easiest way to make people Independent Retailer spend money. From chocolates Nick Peek of Peeks and balloons between lovers based in Yorkshire through to the ever increasing reveals: “Valentine’s Day popularity of sexy outfits. remains popular and Sergio Battaner, Marketing we’ve seen a growing Director at Palmer Agencies interest from the comments: “Valentine’s Day is restaurant trade. This has tending to become more of a led to more demand for private occasion rather than higher quality products.” public display of affection, and In support of Nick’s because it is becoming more experience, Anna private it is important to keep Sergio Battaner, Palmer Bubnova, Marketing costs affordable. Dressing up is Communications Agencies quite often not a costume you Manager at Qualatex would wear out in public as adds: “Retailers that do they are often short, but helps to celebrate best for Valentine’s Season start to market and demonstrate your love and affection their Valentine balloons in advance by for your other half. Usually this affection is creating beautiful window displays and by shaped in dinners chocolates and roses, but targeting local restaurants and businesses with a wide range of costumes we are here with their Valentine’s offers.” to make that affection last that extra mile, With some helpful tips for retailers Anna or hour!” continues: “Retailers also actively promote And of course, everyone’s idea of Valentine’s balloon bouquets to customers romance is obviously different, so while that buy Valentine’s cards and gifts, and costumes might be someones chosen way some even offer a package price for a box of celebrating, another might prefer to of chocolate, a plush toy and a bouquet stick to the traditional displays of affection. of balloons when bought together. The This therefore allows plenty of scope for biggest rush of Valentine’s sales happen on a wide range of products to be sold on the day and being prepared for it is the key. the back of such a ‘love-filled’ day. Be it a “Having plenty of balloon balloon or chocolates, Valentine’s Day is an arrangements pre-inflated and opportunity for every one to get involved ready for a pick up is important. with no gender or age group limitation.

Customers that come in to buy a Anton Schygiol, Product Manager at gift for that special someone on Amscan comments: “Valentine’s Day is Valentine’s Day don’t tend to care the most important seasonal event in the about the price, they are after a calendar for us in terms of balloons, they big gesture. So it’s important make an ideal gift as they are affordable to make sure to have designs and complement other typical items such with higher price points as cards and flowers. For Valentine’s Day on display. Majority of our 2015 our Orbz balloons are an innovative customers tend to sell out of new format that show different designs, balloons on Valentine’s Day so giving them an effective visual impact and good stock and advance preparation are perfect for those wanting to impress.” is key for a successful Valentine’s day.”

Looking beyond individual consumers, Alternatively, nowadays it’s not just Qualatex have the right idea when thinking those drunk with love that spend their it’s not just those in love who will be money on celebrating this annual event. knocking on your door on February 14th, In fact, the entirely opposite end of the but actually in the weeks running up to market, singletons, are a huge money it, it’s good to reveal your products via making audience since dressing up is

“Usually Valentine’s affection is shaped in dinners chocolates and roses, but with a wide range of costumes we are here to make that affection last that extra hour!”

”

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also proving popular when attending an occasions which are being promoted as being the night that they might meet that special someone. Wanting to look good is important on these occasions and is a likely area that consumers will spend money to do so, therefore don’t forget to promote your in-store costumes with this in mind.

Director of Angels Fancy Dress based in Soho, London, Emma Angel comments: “Valentine’s Day is a significant retail season in the UK, and is, by default, important for the party industry – especially within the student market. With unions and nightclubs frequently running themed nights, the opportunity to wear something funny or sexy is embraced enthusiastically every year, from the traditional Cupids and Red Devils, to slightly more tongue-in-cheek novelty offerings such as Eat Me Cupcake and Longuini and Meatballs.”

So there you have it, from romantic gestures that have no price bracket through to a single person wanting to look their best at the new themed club opening that’s taking place on Valentine’s day, consumers come in all shapes and sizes and are always ‘looking for love’.

Feature Valentines

Unique Party 01724 281113 www.uniqueparty.co.uk Valentines Foil Balloons Balloon sales for Valentine’s Day are increasing year on year. Unique Party offers an array of attractive designs to celebrate this season of love. Now including the NEW square foil balloon new for 2015!

I Heart Valentine Nothing is sweeter than Unique’s new I HEART VALENTINE ensemble to celebrate the occasion with friends, family and sweethearts. Unique also offer a delightful selection of Valentine’s décor and balloons. New for 2015!

Sweet Valentine Unique’s ever expanding valentine’s collection gets even bigger next year with its new mouthwatering SWEET VALENTINE range…good enough to eat!

This sweet ensemble coordinates with valentine cello bags, banner, and accessories. As Valentine’s Day is not complete without plenty of balloons, Unique also offers a wide selection of heart shaped foil balloons, latex balloons.

Balloon weights and coordinating colored ribbon to add value to all balloon bouquets.

Valentine Accessories Unique’s party accessories are party necessities. The new adorable Cake Banner, bottle labels and table decorations are great for classrooms, home or office celebrations!

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Make just the One Stop for Valentines Day Amscan 01908 288500 www.amscan.co.uk Amscan have everything your customers will need to impress their Valentine come February 2015 and ensure they have an extra special day; from balloons, to decorations and accessories. For those wishing to hold a Valentine’s party they have various heart-filled designs of tableware and to add a little sweetness to the event; bakeware and candy buffet items are also available which are sure to delight!

To set the scene of romance for the party customers can literally fill the room with love by dressing the room with a selection of new hanging decorations, there are even decorating kits for ‘grab and go’ customers.

From leading balloon manufacturer Anagram; Amscan have extended their Valentine’s foil balloon offering with a charming selection of heart warming designs. From cute teddy bears to romantic red rose balloon bouquets there is a balloon to suit every taste and budget, allowing your customers to express their love in their ideal way.

Recently introduced to the market are the innovative Ultra-Shape foil balloons in Orbz, Diamondz and Cubez shapes which are multi-dimensional and look stunning either on their own or as part of a bouquet. Also for your customers looking to make a truly grand gesture Amscan has additional SuperShape balloons.

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Feature Valentines

Getting a Fever?

Smiffys 0800 590599 www.smiffys.com Forget candlelit dinners and oversized teddy bears, the best way to celebrate Valentine’s Day has to be dressing up! Whether single or coupled off, the Fever range of costumes are fun and flirty; perfect for parties and nights out.

A popular favourite is the Fever Feather Burlesque Costume.

Hosiery full of hearts Leg Avenue +31 24240 3444 www.legavenueurope.com Leg Avenue’s new hosiery full of hearts in the perfect Valentine colours are fun and easy to wear.

It’s something cute and flirty to wear when you’re head over heels.

Besides these tights, Leg Avenue has a wide range of hosiery including tights, stockings, stay ups and much more. Perfect to complete a Valentine look.

Their hosiery aren’t the only outstanding Valentine related products Leg Avenue will offer. The lingerie bow set (pictured above) is especially made for romantic holidays.

It’s outstanding and wellpriced. Something you will definitely surprise your partner with. It’s cute, flirty and sexy with a wink. First, it’s in a beautiful suitable red colour.

It seems to be the perfect colour of red. Second, it’s a bow! Who doesn’t love presents? It’s perfect to wear on Valentine’s Day.

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Romantics at heart Fun Shack 0113 2001050 www.fun-shack.com Valentines Day is an important date in the party calendar and another great occasion and excuse to party. Let’s face it we are all romantics at heart and we all get excited at the sound of an envelope dropping through the letter box on February 14th.

Whether you’re looking for something sexy for a romantic night in or something more sophisticated for a night out celebrating the single life then Fun Shack has something for you.

Fun Shack has a wide range of high quality costumes at affordable prices ideal for any Valentines Day celebration.

Valentines Feature

A Valentine’s Collection Qualatex 0800 281215 www.thequalatexevent.com Save yourself from last-minute stress by planning your Valentine’s offerings now. Qualatex have been working hard to refresh their seasonal offering with exciting products your customers will love. Some of their newest products include: •

• •

Beautiful 20” “Love Roses” heart-shaped Bubble Balloon, the latest innovation to their line of unique, stretchy plastic balloons 22” Bubble Balloons featuring romantic heart patterns— perfect for bouquets or air-fill arrangements 18” Microfoils that will appeal to a variety of customers— young or old, trendy or classic

•

Coordinating latex balloons which make it easy to create beautiful arrangements with a higher perceived value

Remember, Qualatex also provides lots of resources to help you create and promote your designs, including: • The Valentine’s Day Business Booster on qualatex.com • Downloadable “Bouquet Ideas – Seasonal” on qualatex.com • Valentine’s Day pinboards on the Qualatex Pinterest page • The Very Best Balloon Blog by Sue Bowler, CBA (visit theverybestballoonblog.blogspot.com and click the “Valentine’s” label in the sidebar)

The official day of love Morphsuits 0330 0882510 www.morphsuits.co.uk MorphCostumes believes there’s no better way to embrace the official day of love than by slipping in to an awesome fancy dress costume, and MorphCostumes has got it covered, with a selection of costumes suitable for both men and women and also couples to celebrate their love together!

There’s the breast friends costume – the perfect couples’ costume. And for the guys - the mystic fate ball has got to be the ultimate costume for the occasion… What better way to celebrate Valentine’s Day than to leave your fate in the hands of a tech enhanced human sized mystic fate ball!

www.partypartymag.co.uk

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Feature Valentines

Tongue in cheek Rasta Imposta 0845 180 6545 angelsdistribution.co.uk This Valentine’s Day, choose from Rasta Imposta’s naughty, witty, and tonguein-cheek offerings including Teenie Weenies Male Stripper or Pole Dancer, Wet T-Shirt Winner or Genie in the Lamp.

Win over with charm Palmer Agencies 02890 647119 www.palmeragencies.com Sexy cupid costume and it includes a dress with wings, a bow and arrow perfect for winning people’s charms.

Wrapped up in foil!

Creative Party 01202 590222 www.creativepartyltd.com Foil Balloons are a staple for Valentine’s Day sales and designs that can carry through beyond after Valentine’s Day are a big recommendation. Polka dot patterning is still trending and these foil balloons are perfect for coordinating in bouquets for Valentine’s Day. With a huge range of I Love you, and Valentine’s Day designs including a stunning cutout giant design, Creative Party have all you need for your Valentine’s Day Foil Balloon offering!

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Feature Display Props

All out on display Party Party takes a look at some of the props and products available that help set the tone and atmosphere at any do

W

ith Halloween approaching, display props are the best way to not only decorate your own store, but in turn help increase sales revealing the products you have on offer for those wishing to decorate their own abode or store the same.

From ghoulish hands or faces through to the less scary cake stands meant for any occasion (and not just Halloween!) there are a wide range of products that will appeal to the creative market for those wanting to create the perfect party atmosphere.

Sergio Battaner, Marketing Director at Palmer Agencies comments: “With display props we go the whole 90 yards, we started a couple a few years ago for animated props for Halloween that became really

popular - we have sold out of them already this year. The fact that Halloween is now an established season helps, encouraging people to get more involved in decor as well as dressing up, and people are now starting to look in advance.

“The cheapest ones we sell start at £54,” continues Sergio, “and our most expensive are £93 and these things sell so quick, so there is definitely money to be made! There is going to be a lot more house parties than ever this year with Halloween falling on a Friday, so without decorations it would be a rubbish party, so with it being bigger than ever, it’s up to us to show the consumer what is available for their event.”.

With first hand experience of attracting customers and using the props into enticing consumers into buying their own

Looking grotesque Bristol Novelty 0117 9724012 www.bristolnovelty.co.uk The sales of Halloween large hanging props has plateaued out after their introduction a few years ago, although volumes have held

steady. Sales have moved to smaller props like the grotesque hanging heads and garden props.

Skeletons and skulls sold well last year and new versions have been added to the range this year.

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props, Nick Peek, Managing Director of Independent Retailers, Peeks, said: “The Halloween season is the busiest for selling props; I think many customers are inspired by ours in the party store. We have some very talented staff who create wonderful displays that attract people in.”

Furthermore, display products extend past a national holiday and can be used at any event of party. FOr example Neviti have a huge range of party ware including cake stands that help to add a traditional English tea party feel to any occasion.

Cathy Locke Marketing and Sales Support Co-ordinator at Neviti comments: “Cake stands, cake cases and picks are the ideal way to add some interest to even shop bought cakes and provide the perfect centrepiece for your party table.”

Marketing Sets Leg Avenue +31 24240 3444 www.legavenueeurope.com Leg Avenue offers something new for their customers. A marketing set ideal for every store. The set contains 10 section header signs with a theme and a photo.

To top that all off, you also get 2 boulevard signs with the build your own costume concept on it. This marketing set makes your store more organised because it divides the section of collections and themes.

028 9064 7119

sales@palmeragencies.com

028 9064 5655 palmeragencies.com @palmeragencies

Feature Display Props

Spooky show!

Palmer Agencies 02890 647119 www.palmeragencies.com A special mention to the ‘beautiful’ haunted doll with sound and no eyes, to help create the Halloween spirit in store.

This is real Spooky.

From clowns to reapers to witches and hags to frankenstein, glowing corpses coming from the ground, hanging ghosts with sound all motion activated that goes underneath your step, these props are useful to help sell your products in your store. There are also videos also to support products in store.

Halloween party props

‘Av your cake and display it!

R H Smith & Sons

Neviti

Creepy and decapitated 0800 590599 www.smiffys.com Despite Halloween being just around the corner, there’s still time to place orders for any items you may have missed. Display props are a must have for any ghoulish Halloween get-together, and Smiffys have some of the scariest ones around!

It doesn’t get much creepier than decapitated heads and dismembered limbs, so adorning the party with these petrifying props will ensure plenty of screams from guests.

The full range of display props can be found in the Smiffys Seasonal 2014 catalogue, contact your Customer Service Advisor today to receive yours.

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0845 6381358 www.neviti.com Neviti’s cake stands are the perfect way to display home-made treats with a large selection of different designs for every season and celebration. All of the cake stands feature a sturdy reversible design so are perfect for reusing for the next special gathering.

Neviti’s cake stand are especially popular for children’s birthday celebrations with a variety of different designs including the licensed Dear Zoo option with the characters from the bestselling children’s book and the vibrant Dino island design featuring pirate ships and treasure chests. Neviti also have some beautiful designs for adult parties including the floral design in the Vintage Rose collection and cake stands perfect for baby showers and Christenings such as the options from the Baby Miffy and Tiny Feet ranges. Another popular design is the Happy Halloween Cake stand which is sure to be popular during next month’s Halloween celebrations. All of Neviti’s cake stands have matching cake cases and cake picks offering the perfect way to add some interest to your party treats.

THE WORD from

The Word Columnist John Bowler tells us what a difference a show makes!

Autumn Fair, Spring Fair, Nuremberg Toy Fair!

Do you visit any of these fairs or other trade shows? Over the years it has been said that they are in decline and it will not be too long before they cease to exist all together.

Well I am not so sure, I know that many manufacturers and distributors are planning their stands and strategies for Spring Fair and Nuremberg Toy Fair at this very moment and they invest a great deal of time and money in these shows because they have proven to be a very successful opportunity to capture new business and also to maintain the loyalty of their existing customers. The exhibitors go to great lengths to ensure that they can make the most of this opportunity by employing strategies similar to those of the supermarkets whereby they encourage visitors to walk around the entire stand so that they can see everything that they have on display.

Things are changing It is true that there has been a decline in visitor numbers but I wouldn’t be surprised to see a reversal of that slide as more and more retailers are seeing the benefits of being the first to pick up on new trends and product launches. I see a lot of the same faces at shows every year and while they tell me that they do see a lot of the same things each time, they always pick up on a few new items that help their business to grow and thrive in the coming year. I think the drop in visitor numbers was as a result of the economic conditions and I also feel that there was a stage where retail had lost the attraction for small business’.

However I think that is now changing and we are seeing a very positive swing back towards retail with the high street becoming a more desirable place once again, even e-commerce companies are looking toward the high street to increase their business.

Important for everyone Personally I believe that these trade shows are as important for the visitors as they are for the exhibitors. Most manufacturers and distributors that exhibit, use these shows (especially Spring Fair and Nuremberg Toy Fair) as launchpads for new products, designs and licenses and so it is their first

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“

opportunity to get a reaction from their customers and to take orders. Similarly it is the visitors first opportunity to see a new product or design that may be the next big thing and that may be the difference between a good year and a great year! Sometimes you only need to pick up on one new range of products or a new license design to make the trip worthwhile.

Most manufacturers and distributors that exhibit, use these shows as launchpads for new products, designs and licences

Spring Fair for a first If you have never been to one of these shows I would recommend that you get yourself to Spring Fair next year and take the time to plan your day otherwise it just becomes overwhelming.

Obviously you want to make sure that you visit the hall that houses those products you are directly interested in and get a good handle on what the trends are for the coming year and check out the new products. Then make a plan to visit some other areas that you feel may give you new opportunities for your business, remember that your customers want to see something new from you just as much as you want to see new things from your suppliers.

be one of the first to get it rather than wait for it to be shown on the internet or wait for your catalogue to arrive in the post by which time it has sold out and is on back-order!

Go International For the more adventurous of you there are also the International trade shows such as Nuremberg Toy Fair or even further afield there is the Halloween & Party Expo in the USA which is seeing more and more international visitors trying to pick up on the next big thing to travel across the pond. Trade shows give you the edge and while they may also give you sore feet they really can make a huge difference to your business and you may also meet up with other like-minded people who may confirm that the also believe that something looks likely to be a great selling item for the coming year.

I look forward to seeing you there! For any more information on BAPIA and how it can benefit you, please contact me at info@ bapiaonline.com

”

…but it’s all on the net?

It has been said on numerous occasions that you can see everything on the internet so why bother going to the shows? Well, yes you can find everything on the internet but that is only if you know what you are looking for. Trade shows give you inspiration and they put things in front of you that you may never have considered or even knew existed.

There is no substitute for getting your hands on a product to feel the quality or to see how big (or small) it is or understand the attraction of it or how it works. When a new product is launched you probably want to

INFO For more information on BAPIA and the benefits of membership go to www.bapiaonline.com or contact me on info@bapiaonline.com

Balloon Recipe

Funky Monkey This month’s balloon recipe has been brought to you by Sue Bowler CBA Sue Bowler CBA gives us her latest balloon recipe

1 2 3

Inflate 4 x 11” Green SuperAgates to approx.

8” and create a 4-balloon cluster.

6

Inflate 4 x 5” Chocolate Brown to approx. 4” and create a 4-balloon cluster and secure this to the base cluster.

Add a weight into the base cluster, as this design is all air-filled it needs a good size weight to create stability within the design.

4

Inflate the 12” Mocha Brown Quick Link to approx. 9.5”-10” and secure this to the base clusters.

5

Inflate 4 x 5” Chocolate Brown to approx. 3.5” and create a 4-balloon cluster. Secure this cluster to the top of the Quick Link, using the link as your fixing point.

7

8

Inflate the Mischievous Monkey balloon with air, using a scrap of a 160Q or a 260Q roll the neck of the balloon and use this to secure the Monkey head to the top cluster, make sure that it is pulled in nice and tightly.

Inflate the 260Q’s with 4 pumps of a hand pump. At the knotted end, create a 4 finger bubble, then a loop twist to create the Monkey’s hand, repeat with the second 260Q to create the second hand/arm.

Ingredients: (All balloons used are Qualatex)

4 x 11” Green Rainbow SuperAgate 8 x 5” Chocolate Brown 1 x 12” Mocha Brown Quick Link 2 x 260Q Mocha Brown 1 x 35” Mischievous Monkey Weight for the base

Adjust the length of the arms to the desired length, knot and remove any excess air, but leave enough of the scrap balloon to enable you to tie both of the arms together leaving a little stretch between to allow you to slid these into position.

That’s all there is to this great design!

For added value, simply add some additional balloons to create a themed gift, perfect for Get Well, Valentines Day and Birthday!

Sue Bowler writes ‘The Very Best Balloon Blog’, to see more great design recipes and balloon related articles please visit www.theverybestballoonblog.blogspot.com

www.partypartymag.co.uk

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