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Smoby becomes TV star

Kind + Jugend restarts this autumn

Simba Smoby UK is increasing its marketing drive into the autumn with more TV and an extension to its growing social presence.

Nearly 180 companies from around 20 countries will be at the restart edition of Kind + Jugend 2021, the industry show for baby and toddler products due to be held in Cologne from 9 September to 11 September.

And with a nod to exhibitors who may not be able to travel due to Covid, there is the option to book a ‘remote booth’ stand. This service includes stand personnel, who will handle the company’s products and ensure direct contact with the industry.

Oliver Frese, chief operating offi cer of show organiser Koelnmesse, said: “It is important that we lead the way for the industry. The restart marks the beginning we are all waiting for. Thanks to our #B-SAFE4business hygiene and safety concept, in accordance with the current coronavirus protection ordinance, the focused event of 2021 is an example of how trade fairs can look and function.”

Along with product ranges on display by exhibitors, the Trend Forum will provide insights into trends and ideas from experts such as leading trend forecasting agency TrendBible. The Kind+Jugend @home digital platform will also show exhibitor information and presentations.

Covid safety policies include social distancing and other hygiene rules. With the help of an app, visitors will also be able to avoid crowds and have a comfortable visit all the way from the car park to the fair grounds.

Admission tickets for visitors and the media will be available exclusively online. This also applies to exhibitors and all service providers. Admission will only be granted to those who have been fully vaccinated, have recovered from Covid-19 in the past six months, or have a current, negative test result.

For further information visit www. kindundjugend.com.

MGA UK names new sales director

MGA UK & Ireland has appointed Julie Taylor to the role of sales director. Having held a similar role previously at Golden Bear for almost 15 years, Julie will join MGA in the autumn. She will oversee the sales portfolio of all of MGA’s leading brands and manage a sales team of 10.

Neil Bandtock, MD of MGA UK and Ireland, said: “Julie’s excellent sales management background and extensive toy industry experience will help to propel MGA and our customers on to the next stage of our growth and development. We’ve got many exciting and innovative launches - both within current brands and new ones - planned for this season and into 2022, and I know that having Julie as our sales director will ensure we can maximise all these opportunities.”

Spielwarenmesse 2022 update

The marketing campaign for Smoby has continued to deliver sales uplift and engagement for the brand. Last year, NPD retail sales across the Smoby portfolio were just shy of £7 million for the full year, surpassing targets by 38% (source: NPD Group). For 2021 YTD, Smoby has seen 81% growth in the playhouse sub-category, driven by the Nature Playhouse with Kitchen, the Chef House, and the Garden House, as well as slides. What’s more, across all categories the brand is up 39% YTD with the growth momentum set to continue in the second half, with roleplay ramping up from September. Outside of NPD, other retailers have come on board to support the brand, which has also seen many independent retailers join Smoby’s drop ship programme, further contributing to the brand’s growth. To support this growth, the fi rm has put in place a raft of activity, including TV and celebrity endorsement. Central to the strategy has been TV. This kicked off in late spring with an outdoor TV campaign featuring playhouses, helping to generate major sales uplift across playhouses and slides. This will be echoed through autumn with a new TV drive on the roleplay ranges, which features kitchens, workbenches, and supermarkets. “Smoby’s TV presence has really grown in recent seasons, and we’ve seen the results across the board with sales,” said marketing manager Mayur Patni. “Now, with autumn being the time when our key roleplay items come to the fore, turning on the TV Opening its doors from 2 to 6 February will be essential to keeping the Smoby brand top of 2022, the 72nd edition of German toy mind with parents.” trade show Spielwarenmesse has already received plenty of support from international exhibitors.

Organiser Spielwarenmesse eG reports that so far, more than 1,400 companies from 57 countries have booked their place at the fair, which is held at Nuremberg’s Exhibition Centre. This means current exhibitor numbers are only marginally down on those recorded at the same point in the registration phase for Spielwarenmesse 2020. It added that while the hall allocation and product groups will remain unchanged, the upcoming event will host several new presentation formats.

The Area for Service Providers in Hall 3A, for example, will be devoted to independent testing institutes, suppliers of production technologies, EPOS systems and packaging, marketing and advertising specialists. Other highlights include a revised presentation of the latest product innovations, and the topic of sustainability will cast a central role.

Spielwarenmesse eG recently launched an in-house fundraising campaign to help the victims of Germany’s fl oods rebuild their lives. For every Euro given, the company added another fi ve. A total of 9,000 Euros was collected in just a short space of time.