Toys n Playthings December 2018

toysnplaythings.co.uk

18 ber 20 m e c De 3 8 No. 3 . l o V

Independently audited ABC circulation of 5,112

1 July 2017 to 30 June 2018

Helping everyone sell more

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Featuring: H Grossman Ltd Funrise, Big Potato, TOMY, Asmodee UK, Coiledspring Games and many more‌

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2019

TOY FAIR OLYMPIA LONDO

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CONTENTS P14

18 ber 20 m e c e D 3 8 No. Vol. 3

TEAM TnP Group Editor Mirella Anstey mirella@lemapublishing.co.uk

Editor Mairead Wilmot mairead@lemapublishing.co.uk

Media Solutions Manager Ryan Horwood ryan@lemapublishing.co.uk

Publisher Mark Naish mark@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Design and Production Marian McNamara marian@lemapublishing.co.uk

Managing Director

Regular 7 Leader – with Mirella Anstey 8 News – the latest toy industry headlines 12 Media Charts – the latest kids’ TV viewing figures and toy TV advertising spend 16 What’s New – new products that you need to get your hands on 18 Retail News – the latest round-up of news from retailers 20 Movie News – the latest movie news 28 Media News – a round-up of what’s happening 56 Licensing News – the latest on licensed products 58 Don’t Miss – unmissable products for all buyers and retailers

Features 32 Hong Kong – from the myriad of showrooms to the Hong Kong Toy Fair, we give you a snapshot of what to expect

Special Report

P42

15 Cover Story – Flair tell us all about their new range 22 Retail Interview – we hear from Frosts toy buyer Helen Royle 26 Talking Retail – online retailers tell us how they have found the year 30 Fiesta Crafts – there is something exciting coming from Fiesta Crafts…

Malcolm Naish malcolm@lemapublishing.co.uk

40 TnP Ambassadors – our ambassadors test the latest toys

Circulation Manager

42 Trade Talk – the industry tells us what they think

Robert Thomas robert@lemapublishing.co.uk

P40

P44

46 London Toy Fair – we chat with UK exhibitors 50 New York Toy Fair – why the North American Toy Fair is a must-attend 52 DreamToys – a review of what went on 54 Interview – WOW! Stuff tell us about their Toy of the Year nomination

Lema Publishing Ltd

PUBLISHING

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

At the heart of retail A member of the Audit Bureau of Circulation

Independently audited ABC circulation of 5,112

1 July 2017 to 30 June 2018

Columnists

P58

9 Trend-spotting with The Toy Association – The US industry association’s trend experts share their latest insights 24 The Independent/Secret Supplier – festive cheer from our columnists 44 Media Analysis – Generation Media look at brand awareness 48 The Insights People – the market intelligence specialist takes a look at multitasking kids 55 Retail Opinion – John Ryan talks pop-ups

toysnplaythings.co.uk

Helping everyone sell more

LEADER

E A member of the Audit Bureau of Circulation

Independently audited ABC circulation of 5,112 1 July 2017 to 30 June 2018

PUBLISHING

At the heart of retail Also published by Lema Publishing

magazine

TableWare INTERNATIONAL

J i

Mirella

very time we close a December Anstey Our DreamToys review issue, I get a little shiver of is on page 52 excitement. Why? Because it means January is ever closer.

January and all that comes with it. Our biggest issue of the year will have hit the shelves (so to speak), the team will be furiously preparing for the Daily News at London Toy Fair, we have Toy Fairs coming out of our ears, and the industry is at its most hopeful. In short, now is when things really ramp up for us and we love it!

Look, the past month has been like any other – we’ve had Mike Ashley playing an impressive hardball with Intu. Did everyone see that coming? He’s threatened to shut 17 of his stores in Intu shopping centres as the row over House of Fraser rents in online to find out their take on Nottingham, Norwich, Lakeside in Essex the year so far. In general, it’s and Metrocentre in Gateshead continues been fairly positive. You’ll find to rumble on. You can’t argue with his our report in page 26. Our tenacity now, can you? He claims it will retail interview is with Helen cost £25 million a year in lost rent and Royle, buyer at Frosts Garden service charges to Intu which had a rental Centres. Frosts are really income of £460m last year, focusing on becoming according to The Sunday child-centres venues Times which originally broke We’ve had and focus a lot on the the story. experiential – read Helen Royle from Frosts Mike Ashley He told the paper: “Intu what Helen has to say talks to TnP has demonstrated it is on page 22. playing an unwilling to help retailers Our cover stars this month are our friends impressive save stores and jobs. It at Flair, and they tell us about their exciting hardball with is unrealistic for Intu to new product with Mind Candy - the collectable continue to enjoy a longMoshi Egg Hunt promises to be a real treat for Intu. Did term relationship with our fans. Check it out on page 15. everyone see retail businesses.”

Excitingly, we sat down with the team at that coming?

The National Retail Fiesta Crafts to hear all about their newest Research Knowledge product Discover the World – the board game Exchange Centre recently is a real departure for Fiesta Crafts and we released a survey which are exciting to share it with you exclusively claims that more than 200 shopping on page 30. Of course, we also run our preview on centres across the UK are on the brink of Hong Kong is this issue – you’ll find it on page 32, not administration, blaming supply chains and to mention giving you top five reasons to visit the major anchor stores experiencing decline.

North American Toy Fair on page 50. That’s not all for All this really leads to is a bigger Toy Fairs, we also chat to UK exhibitors who will be question about shopping centres in general showcasing their products at London Toy Fair, so read – declining footfall, the continued threat of all about it on page 46. changing consumer habits, and frankly, are Now, we turn our attention to our January issue rents reflecting what is actually happening which features London Toy Fair, Nuremberg and on the ground for those occupying retail Spring Fair previews. Send all your copy to our editor space in these centres? What’s the answer? mairead@lemapublishing.co.uk.

Speaking of retail, in our December magazine we chat with several who trade

“

”

Fiesta Crafts tells us about their newest product on page 30 Flair tell us about their new range on page 15

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

Worlds Apart’s Scruff-A-Luvs

NEWS

“Bold, new chapter”

for Vivid as it’s acquired by Goliath Games specialists Goliath has acquired Vivid Toy Group from Privet Capital for an undisclosed sum.

Tony Hicks, Chief Executive of Vivid said: “The acquisition of Vivid

by Goliath represents a bold, new chapter in our company’s story.

With Goliath’s backing, we are well supported to build a world leading portfolio that will continue to strengthen the company’s excellent long-standing customer

relationships with the world’s leading retailers.”

Adi Golad, Chairman and founder of Goliath added: “We are extremely pleased to have acquired Vivid which we believe has significant growth potential. With a long history of working together, we know the Vivid team well. We welcome our new colleagues to the Goliath family and look forward to building a great business together.”

Moose Toys takes over Worlds Apart Moose Toys has acquired Worlds Apart. The purchase is part of a concerted effort on the part of Moose to strengthen its position in the UK and expand across Europe, according to CEO Paul Solomon. “There is a strong values alignment between both companies and synergies in how we design and create.

We were impressed with their commitment to developing high quality products that kids love,” Paul said.

All Worlds Aparts’ assets and brands will be included in the deal, which came into effect on 16 November.

KidsOut named as official Toy Fair 2019 charity (L-R) Dave Poulter - Motoring Director (Halfords), Graham Stapleton Chief Executive Officer (Halfords), Steve Knights – Group Commercial Director (Halfords), Phil Ratcliffe- Sales & Marketing Director (MV Sports), Rob Wilkins - Cycling Director (Halfords)

“It has been a pleasure to work with Halfords on such an important project. It is exciting to work with a such a positive and progressive customer with a clear strategy for growth.”

MV Sales & Marketing Director Phil Ratcliffe

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MV top choice for Halfords MV Sports scooped a top supplier’s award at a recent Halfords supplier conference when they were named Cycles Range Development Supplier of the Year. The award reflects the joint initiative between both companies to create an exciting and comprehensive wheeled products collection which recently launched in store. The new range incorporates licensed and branded products spanning a wide consumer demographic.

The BTHA has announced that KidsOut will return as the official charity partner for Toy Fair 2019. The children’s charity will again run the Trolley Dash, where exhibiting companies will donate thousands of toys to vulnerable children on the final day of the show.

This will be the fourth time KidsOut has hosted the Trolley Dash, which collected more than 4,000 toys at last year’s show. “We’re delighted to have KidsOut as the official charity of Toy Fair 2019,” said Majen Immink, Director of Fairs & Special Events.

toysnplaythings.co.uk

TRENDS – PRE-SCHOOL LICENSES Licensed properties are driving growth in the pre-school arena.

Laurie Chartorynsky of The Toy Association in the U.S. looks at some of the most popular licensed products out there at the moment The US Census Bureau reported that approximately 3.8 million babies were born in the US in 2017, and while that may be down two per cent from 2016, that’s still a lot of soon-to-be threeand four-year-old kids who will be playing with toys.

“The pre-school years are a critical time in a child’s development, and toys can foster healthy growth,” said Adrienne Appell, toy trends expert at The Toy Association. “This season’s pre-school line-up offers a strong mix of fun and engaging play options from classic, open-ended toys to popular licensed properties that nurture imaginative play, and contribute skill-building benefits such as encouraging social play.’’

Year-to-date through September, the pre-school toys category was growing slightly ahead of the total US toy industry,

up three per cent and two per cent, respectively, compared with the equivalent period in 2017, according to Juli Lennett, The NPD Group’s US toys industry analyst.

The growth is being fuelled by licensed products, particularly playsets and accessories related to new properties such as Jurassic Park and Disney Junior’s Vampirina, and continued strong performance from powerhouse properties PAW Patrol and PJ Masks, Juli said.

“These two properties, PJ Masks and PAW Patrol, had seven of the top 10 new toys overall and PAW Patrol had five of the top 10 fastest-selling toys, old and new, in September 2018 within the Pre-school Toys category,” said Juli.

Here’s a selection of exciting pre-school toys and games available: DreamWorks Spirit Riding Free Deluxe Spirit Walking Horse (Just Play): Featuring Lucky and her wild mustang, Spirit, from the Netflix original series, DreamWorks

“

Growth is being fuelled by licensed products, particularly playsets and accessories related to new properties such as Jurassic Park and Disney Junior’s Vampirina

”

Spirit Riding Free, the 14-inch Spirit horse comes to life with realistic sounds and movement.

Candyland (Hasbro): This retro edition of the classic game is a sweet way for young children to have fun and learn at the same time. Includes full-sized gameboard based on the 1967 edition, deck of old-fashioned cards, four ‘frosted’ gingerbread men playing pieces, and instructions.

Disney Wreck-It Ralph Power Pac Mini Figure Collectible Set (Bandai): Whether they display it on their side table or use it for imaginative play, kids will love the Wreck-It Ralph Power Pac Mini-Figure Collectible Set. The set features six minifigures from Wreck-It Ralph: Ralph Breaks The Internet.

PAW Patrol Ultimate Rescue Mini Vehicles (Spin Master): The PAW Patrol Ultimate Rescue Mini Vehicles makes sure the pups are ready for any rescue mission.

The set includes a collector’s guide and activity page for even more fun.

Count yourself among the 30,000 global guests who will preview the hottest new toys and games at the 116th North American International Toy Fair, taking place Saturday, February 16 to Tuesday, February 19 in New York City. Visit www.ToyFairNY.com to learn more.

Order Order your yo your stock stock today! to oday! d RRP £6.99

Leaps & Bounds Q1 2019 Show Details Hong Kong Toy Fair: 7th – 10th Jan 2019 Hall 1B, Stand A27 London Toy Fair: 22nd – 24th Jan 2019 Grand Hall, Stand E15 Nuremberg Toy Fair: 30th Jan – 3rd Feb 2019 Hall 12, Stand B-03-1

DECEMBER 2018

9

NEWS

Tomy teams with Drumond Park Tomy has signed a long-term distribution deal with games brand Drumond Park.

From the start of 2019, Tomy will be the exclusive distributor for all Drumond Park games across the UK and Ireland.

Drumond Park will join TOMY UK on their stand at next year’s London Toy Fair showcasing its exciting new games for 2019 – including, for the first time in ten years, a new member of the Articulate family.

“Not only have we persuaded the leading games brand to join Tomy, we are also delighted to confirm that the top Director of Sales for Games in the UK, Dave Howard, will join Tomy to continue building the brand.”

Mary Wood, General Manager at Tomy UK

Schleich roars with Hamleys Schleich unveiled an impressive White Tiger Waterfall at Hamleys’ Regent Street store, recently.

The impressive point of sale feature is just one part of Schleich’s programme to create a huge presence in toy stores across the UK and Ireland.

Paul Dearlove, Trade Marketing Manager, Schleich UK said: “The new Hamleys display has been months in the planning, but now it’s in place I can truly say the efforts have been fully worthwhile. It’s the first thing you see as you enter the space, and with a working waterfall it’s a feast for all the senses.

“Most importantly it shows the beauty of the Schleich figurines and is already having a really positive impact on sales. It is perfect for brand awareness, and a perfect example of what we are trying to achieve across the retail space. Schleich has a wide variety of different retail display options for our partners and we can work with all types of spaces.”

10

Score for Orchard Toys!

Orchard Toys has teamed up Norwich City Football Club on an exclusive Norwich City branded football game. NCFC launched the product in their two retail outlets in November.

It’s part of an ongoing partnership that Orchard Toys has with the football club, following their rebranding of the player’s lounge family area in September 2017.

Orchard Toys’ Marketing Manager Ali Brown said: “We are delighted to continue working in partnership with Norwich City Football Club. The redesign of their players’ lounge was a different and exciting project for us to work on, but developing a NCFC version of one of our bestselling games was a winning move for us!”

New job role for Marianne Marianne James is taking on an expanded role at Viacom Nickelodeon Consumer Products (VNCP).

She now leads the consumer products business across Viacom’s UK & Ireland, Nordics, Central and Eastern Europe and Russia (UKNEE) cluster. Marianne previously led Consumer Products and Commercial Partnerships for the UK. She will continue her commercial partnerships role for Nickelodeon UK in addition to her new cluster responsibilities.

Fact!

Marianne’s new role is effective immediately and she reports into Mark Kingston, SVP, International, VNCP and Alison Bakunowich, SVP, Nickelodeon, UK, Northern and Eastern Europe.

toysnplaythings.co.uk

COFFEE BREAK

Benn gets promoted Ravensburger’s Benn Bramwell is celebrating a promotion.

Benn moves from his current position of Marketing Manager for the UK, to become the Senior International Product Manager for children’s games.

In his new role Benn will be responsible for driving the sustainable growth of the children’s games segment for the global business, while retaining responsibility for all segments of the games business in the UK. Benn takes up his new role on 1 January 2019.

“

LEGO bricks have both inspired and been the medium of creative storytelling around the world for more than 60 years, so it’s no surprise that there is such anticipation for the sequel to our very first LEGO theatrical film. The team had a blast collaborating with filmmakers to imagine new characters, vehicles, models and scenes that showcase the power of creativity and imagination throughout the film, and we can’t wait to see what LEGO fans of all ages create as they build and re-build the film’s adventures.

“

Matthew James Ashton, Vice President of Design at The LEGO Group speaking about the newest LEGO movie to hit screens, which has inspired a collection of 19 building sets.

The LEGO Movie 2 building sets collection launches on 26 December and the film opens worldwide on Friday 8 February 2019.

BS Toys readies for UK launch Following his success with Bertoy, Philip Morris is adding yet another string to his bow – the role of Country Manager for BS Toys.

From 1 January 2019, Philip will also be responsible for BS Toys, a Dutch toy brand well known for its educational, creative and activity toys. The agents currently handling sales for Bertoy in the UK and Ireland will also be taking on the responsibility for sales of the BS Toys range. If you would like any further information about the range please contact Philip at Vulclan Toys, philip@vulcantoys.co.uk or call 07748 150906.

DECEMBER 2018

TnP catches up with Mike Thomas, Director at logistics firm Import Services to find out how business is moving...

Tell us about business at Import Services these days?

We are working hard through peak which is always challenging and notably this year as we have encountered a significant upswing in order frequency within a tighter peak period. It is good to see our clients’ businesses expanding as we plan a fourth DC production site early next year, and a game changing development in 2020 at our container port site in Southampton.

Logistics is so crucial to the toy industry – how do you work with your clients to get stock from A to B effectively?

We seek to work with our clients along their entire supply chain, from PO sourcing, to final mile delivery with more linear logistics profiles in the games, gifts, nursery and educational sectors such as Winning Moves, Talking Tables, Cosatto and Learning Resources.

Planning volume throughout is key, and this helps determine capacity and production capability from stock holding to managing large-scale pre-retail campaigns.

You work with many toy clients – are you looking to source more toy industry business?

We specialise in retail logistics and are privileged to work with a core of leading companies in the toy sector. Complementary business sectors help balance our portfolio and Christmas peak activity such as our sports and leisure sector golf, with great clients Srixon Sports Europe plus clients with more linear logistics profiles in the nursery and educational sectors, such as Cosatto and Learning Resources.

Is there anything new or exciting happening with Import Services?

I mentioned earlier about export expansion and we have a clear pathway to doubling our capacity for the 2020s with Import Services AEO approved port centric retail logistics model which is compelling, particularly in its customs bonded arrangements as we head through the Brexit transition - this presents ultimate flexibility for our existing and future clients trading with the UK, EU and overseas markets.

Finally, is the run-up to Christmas your busiest time of year?

Yes, we are operating 24/7 in this particularly busy period in the run up to Christmas with load volumes at full pelt delivering, for example, to 64 Amazon sites across the UK and Continental Europe and parcel volumes at an all-time high.

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MEDIA

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elcome to the Media Report for October 2018, the second month of the autumn 0 period. We are reporting on Girls 4-9 years, Boys 4-9 years and Housewives with Children.

Once again, we must say viewing levels are disappointing when compared to October 2017, in fact they are disappointing full stop. The Girls viewing levels are down overall by 41.6 per cent and as the chart shows Housewives with Children the only station to show any real growth is The Cartoon October 17 vs October 18 Network, which is up 71 per cent.

When we look at Boys overall the market is down 6000 by 39 per cent. Nicktoons is up by 83 per cent and Channel 5 by 27 per cent but everyone else is down. We 5000 would like to think this will change in November for both 4000 the Girls and the Boys, however we feel this is unlikely.

For Housewives with 3000 Children, the target market is down by 37 per cent, OULD 2000 W E R Pop is up by 33 per cent E TH 1000 EA and CiTVB is up by 71 per R TO B ITCH A E P P 0 cent, although from a very A AL SW low base.

GENER VIEWING I think it’s fair to say OFF INS there will be massive LEVEL problems in audience delivery for October.

Boys 4-9 TVRs It would have been almost impossible to predict that October 17 vs October 18 most stations would show such a massive shortfall in audience levels for target markets for October. We have 3000 been saying for some time that unless there is a dramatic 2500 change in programming kids will switch off.

In the September report we suggested the favourable 2000 weather conditions may be a reason for the shortfall in 1500 viewing for September, however I don’t feel we can use this excuse for October. There would appear to be a 1000 general switch off in viewing levels.

500 Looking at the top ten spenders, we see there are no newcomers here but reported expenditure is down by 29 0 per cent when compared to October 2017. I’m not sure if we have seen such a short fall in the autumn months before. The overall market is also down by 29 per cent.

When we look at the chart we can see where the shortfalls have happened, for example Hasbro in 2017 Girls 4-9 TVRs is £3.5million, and for 2018 £1.1million. These major October 17 vs October 18 companies are showing a careful approach to the preChristmas market.

Oct-18

October 2017 Toy Company TV Expenditure

October 2018 Toy Company TV Expenditure

Company Name

TV Expenditure

Company Name

TV Expenditure

Playmobil UK Ltd Ravensburger Toys Ltd Zapf Creations UK Flair Leisure Prod Ltd VTech Electronics Ltd Character Options Ltd John Adams Leisure Ltd Mattel UK Ltd Spin Master Toys Ltd Hasbro UK Ltd

718,684 717,938 743,631 1,008,259 1,256,083 1,281,473 1,335,182 2,053,241 2,827,706 3,594,592

Flair Leisure Products Ltd Zapf Creations UK VTech Electronics Ltd Playmobil UK Ltd John Adams Leisure Ltd Mattel UK Ltd Hasbro UK Ltd MGA Entertainment Character Options Ltd Spin Master Toys Ltd

791,091 906,108 979,100 988,329 1,108,504 1,216,923 1,143,259 1,404,228 1,439,191 2,029,778

For more information on viewing levels please contact Mike Penfold. mike@globalmedia.me.uk Tel: 07774 713182.

All graphs and information supplied by Global Media Services

1

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05/09/2018 08:40

COVER FEATURE FLAIR

An eggcellent Moshi launch GP Flair joins Mind Candy on a monsterific adventure as new master toy partner, launching Moshi Egg Hunt collectables!

T

he new master toy deal sees a truly ‘eggcellent’ collectable range based on the top five free-to-play kids’ mobile game, Moshi Monsters Egg Hunt.

With more than one million downloads, 10 million Moshlings hatched and 61 million Moshling droppings cleaned up, the all-new collectable characters are sure to be a monster hit in the playground and beyond.

Eggstatic about collectables!

GP Flair’s Marketing Manager Verity Groom says: “This all-new range of toys will centre on character collectables, incorporating unique QR codes that unlock digital gifts (worth 100s of game time minutes) within the mobile game, adding exceptional additional value.

“Fun, vibrant and supremely silly, this much-loved mobile game is all about hatching and collecting Moshlings, and now kids can hatch and collect digitally and physically to bring these enchantingly quirky characters to life.”

Series 1 features more than 40 monstrously cute Moshlings to collect, including Ultra Rare and Limited Edition Super Moshlings. Single Pack Moshlings are presented in individually styled surprise eggs that kids can pop open.

As with all collectables, kids will be able to bolster their collections with larger packs. There are 4-Packs, 7-Packs and even 17-piece Monster Packs for super collectors!

One of the most popular characters in the world of Moshi is the Ultra Rare Moshling called Blingo the Flashy Fox. Slick, cool and super funky, his goatee is trim and his bling is real chunky - which could explain why this fast-talking rapper’s music video has more than 4.5 million YouTube views. It’s also why he is the star of the main playset - Blingo’s Party House. This is where Moshlings can take a swing in an egg chair, make a VIP entrance through a trapdoor onto the dance floor, or use the super slide to leave in style!

Guess what!

Did you know…

Moshi Monsters Egg Hunt has had more than one million downloads.

Moshi Marketing

“

This allnew range of toys will centre on character collectables

”

Verity Groom, GP

Launching with a 360° marketing campaign consisting of TV, digital, social and in-store, Flair and Mind Candy are blending the retail and digital experience with innovative QR codes at point of sale, rewarding fans with exclusive in-game content, bespoke to individual retail partners. Key digital content will target fans, particularly via the Moshi PopJam channel (over 175k followers), and YouTube (over 80k subscribers).

Contact GP Flair to find out more by calling 020 8643 0320 or visit www.flairplc.co.uk.

There are more tha n 40 Mosh lings to collect in Series 1

Fantastic fact Moshi Monsters Egg Hunt will centre on character collectables, incorporating unique QR codes that unlock digital gifts.

DECEMBER 2018

15

WHAT’S N Brand spanking new launches from top toy companies to help you sell more!

A hidden world of perfect plush POSH PAWS 01268 567317 www.poshpawsinternational.co.uk

Based on the upcoming DreamWorks Animation’s How to Train Your Dragon: The Hidden World film, Posh Paws’ new collection will feature a range of plush that includes small, medium and large versions of key dragons including Toothless, Hookfang, Stormfly, Barf and Belch as well as Light Fury, who fans will meet in the upcoming film. As an added extra, the medium and large plush will come with fantastic glow-in-the dark features, including their wings and eyes, to really bring each dragon to life. In addition to collectable plush, the range also includes plush bag clips so fans can wear and display their favourite dragons on the go!

“We are very excited to be working on such a popular license as How to Train Your Dragon. We’ve developed a range of products that really brings the products to life and we cannot wait to see the glowing dragons flying off retailer shelves!”

Laura Bull, Marketing Manager

Dash for the cash HASBRO

02085 691234 www.hasbro.com Hasbro invites Monopoly fans to dash to get the cash with the Monopoly Cash Grab game.

To play, load the Monopoly Money into the Money Blaster and spin the spinner to blast cash and Chance cards into the air. Players rush to grab as much cash as they can to win the game.

They can also collect Chance cards to add more strategy, such as swapping money stacks with another player, taking half of any one player’s money stack, or making all players pass their money stack to the left. Once the blaster is empty, the player with the most cash wins!

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toysnplaythings.co.uk

NEW Lovely Larva RE:CREATION 01189 736222 sales@recreationltd.co.uk Re:creation Ltd has signed an exclusive deal to distribute a range of plush toys in the UK based on YouTube animation sensation, LARVA. The hit property, owned by Korea-based TUBAn Co., Ltd, currently has almost four million YouTube subscribers and more than 260 episodes.

Re:creation will work with LARVA’s multiterritory licensing partner for plush toys, novelties and plastic collectables, Commonwealth Toys, to launch a series of plush character toys in the UK giving fans the chance to bring the LARVA world to life at home.

“The plush collection captures the unique personalities within the show perfectly and lives up to the strength of the LARVA brand. We’re delighted to be on board with the team at Commonwealth Toys to introduce this exciting line to the UK audience.”

Adrian Mayes, Re:creation, Sales Director

BASIC FUN 07917 186540 tives@knex.com

In the driving seat LITTLE TIKES

08450 533333 www.littletikes.co.uk

Fact!

The Little Tikes YouDrive range Putting kids in the driving seat, with will be supported by marketing new technology for 2019, the Little campaigns throughout 2019 and Tikes YouDrive range is the latest set will be a key TV driver, as part of of remote-control vehicles offering the brand’s 50th anniversary year. thrill seekers a new adventure.

YouDrive takes remote control enjoyment up a gear, with real working steering wheel controls and motion vehicle steering. The working headlight function adds to the reality as kids steer like a pro through obstacles and tracks.

The Flex Track includes 50 pieces to make endless track combinations and is super fun and easy to use with its quick-click bumper system. For the younger drivers, there is a ‘grow with me’ feature whereby the bumper can be used to keep the car moving in the right direction, making it perfect for even the littlest tikes.

DECEMBER 2018

Roll up for Cutetitos Did you know?

Basic Fun’s new Cutetitos range There are 12 Cutetitos to hits UK shelves this collect – kids unroll the month. Packaged burrito to reveal their in a mystery bag, surprise puppito, catito, Cutetitos are highslothito, pigto, bunnito, quality 7.5-inch plush bearito or monkito! animals wrapped in a soft, plush burrito blanket that includes a pet collector card.

Each Cutetito has a personality ‘Hot Spot’ that’s discovered when they’re unwrapped – mild, medium, hot or super spicy, which relates to their rarity level – and the pet collector card tells kids everything they need to know about their new pet Cutetito, including birthday, species, name and favourite quotito! The launch is supported by a TV campaign launching in December as well as major social and PR campaigns.

RETAIL

NEWS

Pokémon go-es to Hamleys

Elton John features in tear jerker Guess what...

John Lewis launched its Christmas Other shops were quick to advert last month – featuring none come back at the John Lewis other than Elton John. ad. Budget supermarket Lidl The advert, called The Boy and tweeted a picture of its £90 the Piano, which caused our electric keyboard with the editor Mairead to burst into tears line: ‘It’s a Lidl bit funny…’.

– shows Elton’s career in reverse, Just because you don’t have ultimately culminating in him £872 to spend on a piano, receiving a life-changing doesn’t mean you can’t be Christmas gift – a piano. the next Elton.

Elton, who will be the subject of a biopic entitled rocket Man in the New Year, is also the subject of a series of special Christmas windows at the retailer’s Oxford Street store, featuring his trademark outrageous glasses and platform boots.

The ad launched against some strong competition from news of Theresa May’s Brexit deal and a raft of resignations from Tory MPs.

Geoffrey lives on!

If you were missing Toys R Us mascot Geoffrey the giraffe, the good news is he will be popping up in supermarkets in the US. US supermarket Kroger will carry Toys R Us off-shoot Geoffrey’s Toy Box in nearly 600 locations – with 35 exclusive lines appearing in-store in time for the holiday season.

US website Retail Touchpoint is reporting brands such as Animal Zone, Journey Girls, Edu Science, True Heroes, You & Me, Imaginarium and Just Like Home are all in the Toy Box offering to customers.

“We’re excited to offer Geoffrey’s Toy Box this holiday season to provide our customers with the opportunity to purchase a selection of toys once exclusive to Toys ‘R’ Us.” Robert Clark, SVP of Merchandising, Kroger

The Pokémon Company International teamed up with Hamleys for two days of Pokémon activity at London’s world-famous toy shop in November.

Visitors to the Regent Street store had the chance to meet Pokémon favourites Pikachu and Eevee, and were able to step into a giant Pokémon snow globe for the ultimate festive selfie.

Collectors and players who spent £10 or more on selected Pokémon Trading Card Game products in store received a limited-edition promo card featuring Suicune.

A new branded Pokémon gondola on the fifth floor of Hamleys displays products including the Pokémon Trading Card Game. The new toy range from Wicked Cool Toys distributed by Character Options will also be available at Hamleys.

Did you know?

Pokémon’s eagerly anticipated new video games, Pokémon: Let’s Go, Pikachu! and Pokémon: Let’s Go, Eevee!, have launched exclusively on Nintendo Switch.

Pretend To Bee launches in Toytown stores Pretend to Bee has announced a new retail partnership with Toytown. Pretend to Bee products will now be available in 16 Toytown stores across the UK and Ireland with more than 40 SKUs available.

The huge range of products will span different dress-up occasions including role play and story time and will include Pretend to Bee’s ever-popular fairytale and animal costumes and accessories.

The range will be merchandised by Toytown with a Pretend to Bee display creating a one-stop shop for customers looking for dressup and fancy dress products.

toysnplaythings.co.uk

Smyths bears all for charity

Let’s B Friends The Entertainer has launched its own doll range called B Friends.

The 18in soft-bodied dolls were created by Addo for The Entertainer and “have been designed with the latest trends in mind while highlighting the importance of friendship through each doll’s hobbies and the tagline ‘B Fun, B Fab, B Friends!”. The dolls are in-store now and come with a collection of B Friends outfit packs which include fun clothing and accessories including ballerina dancewear, a unicorn onesie and Breton stripe dress.

“We’ve put a lot of time, effort and energy into making sure our four dolls look beautiful. Their hair is the standout feature and is glossy, silky and very realistic.”

Mary Price, Joint Managing Director, Addo

Smyths Toys stores in the UK and NI are Bernard Bear on behalf of Great Ormond Street Hospital (GOSH).

GOSH Charity’s official mascot is available instore and online while stocks last.

All proceeds from every Bernard Bear will support the vital work of GOSH with the money going towards funding the hospital’s most urgent needs. These include funding research into pioneering new treatments for children, cutting edge hospital equipment and the essential refurbishment of the hospital to enable state-of-the-art facilities.

FACT...

Last Christmas, Smyths Toys raised over £130,000 for GOSH Charity following profits from the sale of their plush toy Snot and a book of his adventures.

Amazon features ‘Oscars’ finalists The 2019 Toy of the Year Award finalists for the North American Toy Fair are available online at Amazon (amazon.com/ Voting for TOTY toty) through February 2019.

The Toy of the Year Awards programme 2019 is now open; annually recognises the top toys of the winners will be year, from classic board games to announced in New innovative tech toys.

York City on The TOTY Awards programme supports February 15, 2019. the work of The Toy Foundation, the philanthropic arm of the North American View finalists at toy industry. TOTY finalist companies www.ToyAwards.org. have donated funds to the Foundation in support of a research-based program that will explore the role of play in traumainformed care for pediatric hospital patients and their families.

Vote now!

DECEMBER 2018

House of Fraser to close four more stores House of Fraser (HoF) “I urge other is closing four more institutional stores in Intu Shopping centres landlords to be more proactive at Lakeside, Metrocentre, Norwich, to help save the and Nottingham after HoF stores in their negotiations with schemes” landlord Intu Properties failed.

Mike Ashley, owner, In a statement, House of Fraser House of Fraser owner Mike Ashley said: “Sadly, we are now in consultation with staff about the fact these stores face closure. We hope other institutional landlords will continue to work with us in order to save stores and jobs.” He added: “We had multiple meetings with Intu, but we were no further forward after 14 weeks. Unfortunately, these stores now face closing in the New Year. I urge other institutional landlords to be more proactive to help save the HoF stores in their schemes.”

The four stores will close in early 2019.

19

MOVIE

NEWS Movie Diary 2019...

A month-by-month snapshot of some of the films arriving in 2019 February • • •

How to Train Your Dragon: The Hidden World (2019) The LEGO Movie 2: The Second Part (2019) Dumbo

March • •

Captain Marvel Peppa Pig: Festival Of Fun

May • • • •

POKÉMON Detective Pikachu Aladdin Coconut The Little Dragon: Into The Jungle Secret Life of Pets 2

Buzz about fourth movie Everyone’s favourite cowboy returns in a love story as Toy Story 4 hits screens on 21 June 2019.

The plot centres around a love story between Woody and Bo Peep, as Bo Peep is sold in a yard sale and the toys go on an adventure to get her back.

Returning to voice Woody and Buzz once more are Tom Hanks and Tim Allen.

The movie has been described as a ‘standalone’ film by Pixar, as it comes

Building up to LEGO sequel

June •

Toy Story 4

July • •

The Lion King Horrible Histories: The Movie - Rotten Romans

August • • •

Dora The Explorer Artemis Fowl Playmobil: The Movie

October • •

Angry Birds 2 The Addams Family

Dumbo looks dark Flying into UK cinemas in March 2019 is Tim Burton’s reimagining of the Disney classic Dumbo.

The cartoon-to-live-action trend continues from Beauty And The Beast and The Jungle Book, along with Mary Poppins released this month.

November •

Frozen 2

December • • • • •

20

Bing at Christmas Jumanji 2 Masters of the Universe Star Wars: Episode IX Sonic the Hedgehog

nine years after Andy left for college.

A teaser film shows that all the favourites will be back, along with a new character called Forky, who is a craft project created from a plastic spork, complete with pipe-cleaner arms. Forky insists he isn’t a toy and keeps trying to get away and fulfil his purpose as a utensil, but he keeps getting pulled back into the adventure.

Let it go, again Following on a from a number of Frozen short movies, the fulllength feature film sequel Frozen 2 will be released at the end of November 2019.

In a first for YouTube, Warner Bros.

Pictures teamed up with the online video host to use the full original LEGO Movie as a one-day promotion for The LEGO Movie 2 - The Second Part.

The movie was available on Black Friday – 23 November – to add hype for the film’s sequel, The LEGO Movie 2 - The Second Part.

YouTube viewers had 24 hours to watch the first movie for free, by clicking on a trailer for The LEGO Movie 2.

The film is due to hit UK cinemas on 19 February 2018, with Chris Pratt, from Guardians of the Galaxy and Jurassic World: Fallen Kingdom, voicing Emmett, the lead character.

The movie takes us to Bricksburg five years after Taco Tuedsay. The city has become a post apocalyptic wasteland thanks to the Duplo invaders, but Emmett is still pretending that ‘Everything is Awesome’. The LEGO Movie sets were incredibly successful, and a new wave of sets for the sequel are set to be released on Boxing Day, ahead of the film’s release.

toysnplaythings.co.uk

What‘s on the playground?

Stay on the ball and experience the multifaceted world of play in one place: the right products for your business model, inspiring special areas, interesting presentations and an exciting festival specially for visitors to celebrate our 70th anniversary.

www.spielwarenmesse.de/uk

England_Toys_n_Playthings_240x315_Anschnitt3.indd 1

03.08.18 08:04

RETAIL FROSTS

‘Sales have been e are tracking wel l From parent and toddler-only ice skating to Santa’s Grottos designed for children with additional needs, the four Frosts garden centres in Bedfordshire and Oxfordshire are certainly child-centred. Add to that a healthy selection of toys, and you’ve got yourself a Mecca for the entire clan. TnP caught up with Helen Royle, Buyer – Toys & Children’s Clothing, Cards, Stationery and Books, to find out more How have toy sales been for you so far this year?

Which categories have really performed well?

We have a very strong following of collectables for girls under 11 years, products such as colouring and sticker books, jewellery boxes, secret diaries, bags and purses all do well.

Do you have big ticket items that sell well?

“

We like to ensure all our products are great value for money, educational and will bring a smile to all our Little Frosties.

Helen Royle, Frosts

We tend to steer away from big ticket items during the first half of the year and keep those for Christmas purchases. Charlie Bears are very popular with our customers all year round as they like to add to their collection. Prices start from £35 and go up to £80.

Did you know?

Frosts bestsellers are LEGO Advent Calendars, Blizzard Bubbles and anything with a unicorn on it!

22

“

We have seen a great increase in our toy sales over the last year due to lots of newness and ontrend products coming into store.

We also stock larger toys which customers may have previously bought from Toys R Us.

What are your top three selling toys this year?

LEGO Advent Calendars, Blizzard Bubbles and anything with a unicorn on it!

Have there been some toys that have been more popular than anticipated?

Fairy and dragon merchandise has performed well during the summer months - dress up, plush unicorns and dragons,

to bedroom accessories such as hanging plaques and growth charts. It was a very on-trend theme and we tried to ensure that was something for all budgets.

Did the long hot summer affect your toy sales?

Not at all, on average sales from the period of May to end of August were up 12 per cent. Our summer outdoor toy offering accounted for a good proportion of the total sales. We believe our success was also driven by the children’s events in store.

How are you expecting Christmas trade to be?

Sales have been encouraging so far and we are tracking well above last year. Lots of new

toysnplaythings.co.uk

n encouraging - we l l above last year’ Guess what...

Frosts has tried to create a children’s area rather than just a toy department in a bid to become a one-stop shop for parents. So it incorporates clothing, books and new baby gifts too.

12 ranges have been bought in and a lot more attention has been given to the look and feel of the toy department.

How would you sum up your toy department?

We try to use our toy department to offer more premium or unique children’s products.

What are your plans for the coming year? Any change in buying strategy?

We have tried to create a children’s area rather than just a toy department to incorporate clothing, books and new baby gifts and become a one-stop shop for parents looking for innovative gifts for children, whatever the category.

DECEMBER 2018

Looking towards 2019, are there any ranges in particular you are excited about?

There are some big films out in 2019 such as LEGO, Playmobil, Toy Story and Frozen so I am sure we will buy into some of these ranges and hopefully see good sales from them.

Experiences are a big thing at Frosts – meeting Santa, ice rinks etc at Christmas – do you tie in your toy offering with this side of the business?

Yes. All of our centres have a beach in the summer so the

range is very much focused around outdoor play, from windmills to paddling pools. Woburn Sands had a Fairy & Dragons grotto during the summer so the offering was extended into their pop-up shop, we did something similar with the Halloween event and are looking to do the same for Christmas.

the percentage toy sales were up at Frosts from May to end of August.

How do you look at buying toys for a business where a visit to the toy department is not the main purpose of visitors to your site?

We like to ensure all our products are great value for money, educational and will bring a smile to all our Little Frosties.

Gardening for children is an area we are keen to develop more because of its natural relevance within our centres, but also science and education.

Fact!

Charlie Bears sell well at Frosts all year round.

23

THE INDEPENDENT

OPINION

Ho, ho, ho – to th As always, The Indie is a barrel of laughs, and the festive season coupled with owning several toy shops really brings out the best in him… (yes, we’re being a tad sarcastic)

C

I have mentioned before that my wife goes totally bonkers around this time of year. Not necessarily in an over-the-top way, like putting the Christmas tree up three months before, but she just loves the whole festive season from getting the tree, decorating the house, the colder weather, all the festivities.

Me, on the other hand, I work VOLUME: in toys. So my life just increases in hassle, stress 1) LOL Glitter Surprise – MGA and fear as we try to get 2) Hot Wheels Singles – Mattel sales through the till. And 3) Harry Potter Minifigures – LEGO it all means that as soon VALUE: as Christmas Eve arrives, I 1) LOL Glitter Surprise – MGA end up getting ill and just 2) LOL Bigger Surprise – MGA wanting to drown myself 3) Poopsie Surprise Unicorn - MGA in my duvet for a few days before it all kicks off again.

That being said, it wasn’t more than a couple of weeks ago that I began the monotonous task of booking my London Toy Fair appointments. I would love to do this earlier, but I simply can’t bring myself to because it just reminds me that 2018 simply rolls into 2019 and this torture continues.

I wish a bit of my wife’s spirit would rub off on me so I could be a bit more festive. That way I could relax in the work I have done and just let things be, knowing I have done the best I can.

But in the end it always reverts back to the stress and trying to chase every sale, satisfy every customer and sort out every phone call right up until close of play on Christmas Eve. I have spent the past number of years trying to ascertain if I am

hristmas is upon us, the weather is absolutely freezing and the whisky has come back out of the cupboard.

It gives me a small glimmer of something to look forward to at the end of each hellish day in this industry.

I can’t believe how quickly this year has gone. I feel as if I say this every year, but I trust you will agree that 2018 has been a whirlwind, with no real concept of exactly how we got from 1 January to now.

Best sellers

THE SECRET SUPPLIER

On the bright side…

The Secret Supplier doesn’t quite believe The Indie’s Scrooge-like take on Christmas, after all, it’s what the toy industry is all about

24

And, after all, it is the defining moment for retailers and suppliers in terms of sales and profit.

Yes, it is stressful, and doubtless we all need the occasional tipple to steady our nerves, but the beauty of our industry is that each year we can learn from our experiences from the previous year.

What makes this year a little different is the huge impact that LOL is having on the market.

“

You can’t be in the toy industry and not like Christmas

“

A

lthough The Independent’s article this month suggests he does not enjoy Christmas, I get the impression he is being a little masochistic!

You can’t be in the toy industry and not like Christmas - everything we do leading up to our peak selling season is geared towards selecting and presenting the toys which we think will appeal to the hungry mass of Christmas shoppers.

Where would retail sales be without LOL? MGA have done a fantastic job in creating such a powerful product.

However, to some extent, this should make life easier for The Independent, even if MGA can’t meet his orders for the LOL House.

toysnplaythings.co.uk

the shops we go “

on my own in this, or if there are masses of people feeling the same way as me. I suppose most people who feel like they want the world to just open and swallow them up are in their own stores, doing the same job I am, struggling to keep their happy customers greater in number than their unhappy ones.

From a toy perspective my main disappointment was not being able to get my hands on any LOL House from MGA. I know it was very expensive, and my stores tend to sell better at pocket money ranges,

but I wasn’t even asked if I wanted to buy any.

Last year we couldn’t get any of the LOL Big Surprise either, and it feels terrible when you have what seems like 100 customers who you can’t get a product for.

This is the second year in a row that this has been the case, and as a retailer who relies on having what people want, I hope this changes soon.

This year, in general, felt very boring to me. It really didn’t feel like there was a lot happening other than with a very small number of suppliers. Apart from LOL, Playmobil, Ty, Sylvanian Families and Jazwares, it hasn’t been that interesting, and with the boys’ market being so difficult it has only twisted the knife from an enjoyment point of view. But after seeing the release of the Dream Toys for this Christmas, it certainly

It surely gives The Independent the opportunity to promote and sell a wider choice given that consumer attention is focused so much on a product that may not be available.

Christmas shoppers actually buy for a wide range of age groups and interests and, for example, many gift givers appreciate the latest novelty game as a means of encouraging a fun family experience.

Orchard Toys, for example, have a huge range of excellent educational toys for younger

children which should be an easy, lower-priced, sell.

What we are missing this year is a standout licensed property, instead we have a range of What good-selling licensed makes this properties that spread the risk and increase year a little the overall opportunity different is the for a Christmas sale.

So, while it is really huge impact difficult to be sure that that LOL is The Independent has having on the the products that his customers want, this market. year more than any Where would other, is the year when retail sales be good presentation and promotion could without LOL? bring some big ‘wins’

DECEMBER 2018

From a toy perspective my main disappointment was not being able to get my hands on any of the LOL House from MGA

”

“

”

did help to re-ignite an interest and there are good, new innovative toys out there, albeit most of them are girls’ products.

Maybe this has added to the fact that 2018 has been a whirlwind?

This leaves me simply to wish all of my fellow indies a profitable and prosperous run into Christmas, and hopefully all of you have had your flu vaccine so the illness stays away after it all ends.

Cheers!

by selling across his entire stock rather than just the toy in biggest demand.

Apart from MGA, we suppliers are generally having a much tougher year with overall demand down significantly according to NPD, but all of us are optimistic that our product ranges for 2019 will deliver another happy Christmas for us and our customers, including The Independent.

In the meantime, every supplier wishes every retailer, especially The Independent, a successful and profitable Christmas!

25

RETAIL

OPINION

"Grandparents are spending much more on their grandchildren than ever before, not only are they gifting but they are buying toys to use in their own homes too."

Julia Lowe Founder, Farm Toys Online www.farmtoysonline.co.uk "We had a very slow start to the year, in fact the first quarter was terrible," says Julia. "We did start to feel nervous about it, but it looks like the slowdown in spending was temporary as sales have been picking up since. We are now on a par with last year’s sales - phew!"

Obviously the clue is in the name and farm toys are what the site is known for, but which categories are performing really well?

"Our best-performing category is always tractors and machinery, it’s what we’re known for. Although we’re certainly becoming more known for our big selection of horses and stables now too."

One of the most popular bigticket items is My First Farm by Brushwood, Julia says. "It’s designed and made in the UK, from 100 per cent wood – and going by our customer reviews, it’s always a big hit! We are so proud to be able to support small independent brands like Brushwood Toys."

So, in the lead-up to Christmas, things are looking okay. "So far, so good. Sales have been strong and steady, boosted by our limited stock Black November offers, which encouraged customers not to hold out for Black Friday."

Interestingly, it seems it is the older generation who has the spare cash to spend on the children. Julia explains: "Grandparents are spending much more on their grandchildren than ever before, not only are they gifting but they are buying toys to use in their own homes too."

Looking beyond Christmas and into 2019, what’s new on the horizon for Farm Toys Online? "We have just begun to work with an Irish company that offer a fantastic range of grassy fields," says Julia. "They come complete with Certificate of Title, realistic hedging and traditional wooden farm gates. Just what any budding farmer needs; space to graze their animals, park their machinery, sow crops and bale their hay."

Talking retail

What are online retailers thinking? TnP caught up with a few to get their views on the year so far…

Alison Quill Director, Bright Minds www.brightminds.co.uk Alison Quill is optimistic about sales for 2018 and beyond.

"This year has been remarkably good – we have put in a new website, which has helped – this time last year the site was timing out, now it is far more robust!"

Brilliant Minds is an online specialist for science – "there’s a lot of brilliant stuff out there for sciences," says Alison. "Pet role-play stuff is also very popular.

Sets from Learning Resources and Melissa and Doug that focus on vet care and pet care. I’ve no idea why they are quite so popular – it must be to do with TV programmes!"

Bright Minds does have a loyal audience "although we still have to recruit new customers every year," says Alison. "They are people who are looking for something different. One of our benefits is that there isn’t too much choice. That can be a problem online as people just don’t know g n ei se what to choose. But on our site we’ve done e ar e "W ts the curating for them. We’ve looked at n u o am ve massi what’s good so they don’t have to."

If of volatility.

Bright Minds has tried to introduce some eco-friendly toys where they can. "They are something goes really hard to source," says Alison. They do out of stock on stock B. Toys, which are made from recycled ly en d d su , n o Amaz materials, use minimal packaging, soywe’ll be out of based inks, BPA free plastics, water-based varnishes and all of their clear plastic is 100 stock – they’re ’s It ! per cent recyclable. Bright Minds did try to as h an ir p e lik sell a range of bamboo toys but they proved an increasing too expensive for their customer base.

challenge for ." smaller retailers 26

Volatility What challenges does the site face at the moment? "We are seeing massive amounts of volatility. If something goes out of stock on Amazon, suddenly we’ll be out of stock – they’re like piranhas! It’s an increasing challenge for smaller retailers."

Gadgets, Alison says, appear to have had their day, although robots – especially those that are programmable – are selling better than last years. The likes of Learning Resources' Bottley, and Tobbie the Robot.

So how is Christmas looking? When we spoke to Alison in November, Bright Minds had just had its first ‘big’ week. But people were still holding on for good deals on Black Friday, she says: "However, some of our customers who are less price sensitive have realised they have to buy early to get what they want. We’ve already obsoleted some stock – the unicorn lamps we sell for instance, they’ve gone and we can’t get any more."

"Thanks to Amazon, people think that delivery is fabulous – but a lot of people caught colds last year, so we tend to get the bigger orders very early on - the people who are buying all of Santa’s presents from us. They are the people who come back to us year after year. The people who wait until after the Black Friday deals – they tend to just buy one or two things."

25 toysnplaythings.co.uk

Peter Allinson

Paul Charalambous

Founder, Whirligig Toys

Director, FireStar Toys

www.whirligigtoys.co.uk

www.firestartoys.com/minifigures.com This is FireStar’s strongest year so far in the company’s 10-year history.

Starting off as an online business "The secret is to have on eBay selling LEGO from his loft, director Paul has grown the a niche. We are able business to be the place to go for to sell LEGO and LEGO figures and custom-made other products in a pieces. There are two strings to way that Amazon the company’s bow – FireStar and minifigures.com can’t copy. You have ‘’The site looks simple but there to be THE place to are more than 20,000 products get whatever it is for sale, so the back end is far from you sell.’’ simple,’’ says Paul.

How have they maintained and grown on their success? Social media and customer engagement is a huge part of that. There are 130,000 Faceook followers, and 21,000 on Instagram. But it’s Instagram where there is most engagement. "It’s a very visual medium," Paul explains. "People buy from us and they want to display their creations. We only allow people who have bought from us to show their creations on our Instagram.’’

What about the spectre of Brexit/no-deal Brexit? "Half our customers are international and if you’re in the US, you’re not really bothered by Brexit. We do have suppliers in Europe so that will be affected and if we come out of the customs union that will make a difference but we’re not overly concerned at the moment.’’

And in the run-up to Christmas, do sales spike and dip? "For minifigures.com, which is more targeted at the gift market, yes.

International orders usually come in November and because we do next-day delivery, the busy week is the second or third week of December, with orders being made right up until last posting dates.’’ FireStar is for collectors and is less affected by seasonal peaks and troughs. How have they managed to maintain their success? "The secret is to have a niche,’’ says Paul. "We are able to sell LEGO and other products in a way that Amazon can’t copy. You have to be THE place to get whatever it is you sell. You have to have a strong online presence, to be the only place they can certain brands."

"Customer engagement is vital. I am in contact with customers all the time. It helps me stay connected and know what we need to be stocking next.’’

‘’Christmas is looking good – we are going to be here next year!

There’s always that time in the autumn when you start to wonder but it is looking really positive.’’

DECEMBER 2018

Whirligig Toys has four shops in the south of England, but also has a thriving online business. Focusing on creative toys aimed at the older children market from five to 15, founder Peter Allinson says the business has seen a really good uplift this year. "People come to us for unusual presents. Anecdotally, they come to us because of our collection. They come looking for creative toys because we have a really wide range.’’

Like many of the online retailers we have spoken to, they do have a real world presence - for some it’s a catalogue, but Whirligig does have bricks and mortar stores as well. ‘’We sell across the UK and around the world. We reckon it's about half and half – people who have come into our store already, and those who simply find us online.’’

One of the bestsellers is wooden ‘’We work with the construction kits. Aimed at the other end of the market – from seven and small producers eight up to 14 and adult. The models and suppliers so include wooden marble runs, and that our products music boxes, which are sourced from really stand out’’ Asia and Peter believes no one else is selling it in the UK. ‘’We work with the small producers and suppliers so that our products really stand out.’’

This helps to set them apart from other bigger toy sellers – and Peter also believes that the tone of voice of the website, which echoes the way they interact with customers in store, helps to engage their target audience.

They also use a newsletter, which can be signed up to online and in store, to keep potential customers informed of new arrivals.

And how is Christmas looking? "November is looking really favourable at the moment. Buying seemed to start late in October thanks to the really good weather but we’re really positive about November and December. We’re a gift retailer really people come to us when they’re buying presents for other people’s children.’’

Paul Copeland Director, Mulberry Bush Toys www.mulberrybush.co.uk "This year is the calm between two storms," says Paul Copeland. ‘’Last year was difficult because of the exchange rate, and next year is going to be difficult because of fears over no-deal Brexit.

"But this year we are up on last year and it looks like we are in for a record year."

Mulberry Bush focuses on educational toys and one of its best sellers is the personalised category – pencils, hairbrushes etc. "We are a catalogue business really," explains Paul, "and we drive sales mainly through that to our website, however, a growing proportion of people are coming through Google."

Big-ticket items are selling well, he says: "Playsets, dolls houses and farms.

The perennial toys are good sellers for us. Unicorns are still carrying on although slime has fallen off. Christmas is looking good – we are going to be here next year!

There’s always that time in the autumn when you start to wonder but it is looking really positive." Like many other retailers, Paul has noticed a change in buying habits: "People are definitely buying later – it’s been a gradual thing. Everyone used to buy in September but we now expect plenty of late sales in December."

27

MEDIA

NEWS

Mattels steams in to help charity Mattel’s Thomas & Friends got their Pudsey ears on in support of the BBC Children in Need ‘Get Your Ears On’ campaign.

The recent digital and social media campaign saw celebrity supporters put their Pudsey ears on, and encouraged members of the public to do the same.

Animated characters joined in the fun, with Thomas & Friends joining the likes of Wallace and Gromit, Mr Men, Bagpuss, Danger Mouse and other characters in putting on their Pudsey ears and taking part.

The campaign ran through November up until BBC Children in Need’s Appeal night on 16 November.

Elves get the X Factor

The Irish Fairy Door Company signs Wildbrain Digital kids’ network and studio Wildbrain has been appointed to produce original content based on The Irish Fairy Door Company.

The studio will also manage the YouTube and Facebook strategy for the toy brand.

WildBrain will produce content “designed to engage and inspire children with the magic of The Irish Fairy Door Company’s brand”, including an original animation series and live action videos that bring the fairy world to life.

WildBrain’s parent company, DHX Media, is also working with The Irish Fairy Door Company to develop additional strategies to grow the toy brand on other platforms, including potential long-form content.

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Former X-Factor judge Louis Walsh is fronting a new Christmas ad campaign for Elves Behavin’ Badly.

The Irish music mogul takes the lead role as ‘Elf Help’ ambassador, in the ‘appeal’ video, which asks families to take in a naughty elf this Christmas.

The ad tells the story of Elfie and Elvie – two troubled elves who have been kicked out of their homes for joyriding reindeer and getting up to no good.

The ad prompts families to share pictures of their badlybehaved elves using the hashtag #ElvesBehavinBadly.

Shake it on stage Fact!

The Milkshake!

Milkshake! Monkey – the Monkey show pre-school favourite is touring from Channel 5 is nationwide from taking to the stage on a nationwide tour.

16 February Milkshake! Monkey’s Musical, a new all-singing, all-dancing preschool musical extravaganza from acclaimed kids’ TV writer Miranda Larson, is set to tour theatres from 16 February 2019.

On stage with Milkshake! Monkey will be channel presenters along with beloved characters such as Fireman Sam, Noddy, Shimmer & Shine, Digby Dragon, Wissper, Nella the Princess Knight and Floogals.

Show director and Milkshake! presenter Derek Moran said: “Milkshake! Monkey’s Musical is bursting with fun, taking our young audience on a journey which champions friendship and positivity. The show is jam packed with audience participation, encouraging kids to get up, join in and hopefully put on their own shows at home”.

Beano Studios launches consultancy Beano Studios has launched Beano for Brands, a kid-first consultancy for brands that want to engage with older kids, Generation Alpha and their parents.

Beano for Brands will solve client briefs using kids’ insight and market testing gleaned from exclusive qualitative and online research, content creation, and brand partnerships across the multichannel Beano portfolio or white-labelled for their brand’s own use.

Beano for Brands was officially launched at ‘Five Million Rule Breakers’ – a look at how 6-12 year olds are changing the rules of digital behaviours, content and creativity for brands.

toysnplaythings.co.uk

EXCLUSIVE

FIESTA CRAFTS

Discover a n e board game Fiesta Crafts is stepping into pastures new with the launch of its first in-house developed board game, Discover the World. TnP finds out more…

F

“

Rob Trup, Marketing Manager

“

Yes, we are venturing into new turf, but it’s an idea that we have been developing over a number of years and we feel we have really cracked it

iesta Crafts is about to discover the world; or at least they are bringing a new board game to market which means fans can discover the world.

Sure, it’s a departure from the norm for the company which up to now have specialised in roleplay, plush and traditional toys, so to venture into board games is entirely new and exciting.

But it’s something the whole company is on board with.

“Yes, we are venturing into new turf, but it’s an idea that we have been developing over a number of years and we feel we have really cracked it,” says Marketing Manager Rob Trup. “The board games sector is really vibrant and a wonderful medium for families to put down their screens, interact, and have fun together.”

Launching in mid-February with an RRP of £30, Fiesta Crafts is planning a consumer-focused multi-approach social media and PR campaign for Discover the World.

The game itself has been designed with retailers in mind; it’s easy to display in an attractive, sturdy box and Fiesta Crafts will be supplying samples of the Discover the World’s country cards to show at POS. Speaking to TnP, Valeria Miglioli Product Development Manager

at Fiesta Crafts explains the board game has been in development “over a long time” with extended research gone into perfecting the game play.

“We noticed that there was a space in the market for a game based around a world map that could be played by younger children – our core market – as well as older children and adults,” Valeria tells us.

“In school, children are often taught geography around the ideas of place, space, environment and people, with emphasis on the understanding of the local environment and the rest of the world and how various places have differences and similarities.”

Did you know…

The Good Toy Guide has given Discover the World ‘Recommended’ status. Its experts say: “We really liked the way in which the game improved children’s geographical knowledge in a fun and engaging way; our testers learnt lots of new facts as they played. We liked that it encourages children to work together to find the countries, and we expect that children will get better at the game the more they play, as their geographical knowledge grows.”

30

toysnplaythings.co.uk

n ew e So, what’s it all about?

“

We noticed that there was a space in the market for a game based around a world map that could be played by younger children – our core market – as well as older children and adults Valeria Miglioli, Product Development Manager

“

And this is where Discover the World comes in nicely, Valeria says Fiesta Crafts have always been interested in how children learn by comparing, and with Discover the World they can compare countries and learn about their people and cultures in a fun and exciting way.

“During research with earlier prototype versions, we studied how children were playing the game and saw that they loved the jeopardy and risk cards, so we built more into the game,” she adds. “They loved collecting different country cards during the game and were really interested in looking at the map with its colourful illustrations and discover places around the world. Feedback from teachers has been great too!”

Valeria adds that the game can help foster a love of geography – in fact, her own children used it over the summer during the World Cup! “My children took the cards out to learn about the countries they were watching playing during the World Cup and can now recognise a large

Discover the World is a geographical family board game for between two to six players. Each player competes to be the first to reach their destinations and collect the most Destination Cards. The exciting and educational game will encourage all players to learn about countries, cultures and continents as they play.

number of flags and where different countries are in the world!”

Valeria says that Fiesta Crafts are very proud of Discover the World, which they hope will be the first of many, explaining that part of its charm is that it is for the whole family from the youngest to the eldest.

“It’s a really fun game for the whole family that also serves an educational purpose for children and adults too!”.

To find out more, contact Fiesta Crafts by calling 020 8804 0563, or visit www.fiestacrafts.co.uk.

31

FEATURE

HONG KONG PREVIEW

East is best The toy industry converges on the island of Hong Kong in January to get their very first peek at the new products in showroom and at the Hong Kong Toys & Games fair...

I

f you were going to choose a location where you could get your first peek of the year at the latest products coming to the toy industry, you could choose far worse places than Hong Kong.

The vibrant former British colony is famed for its harbour, its nightlife – and no trip is complete without a trip on the Star Ferry or a trip up Victoria Peak to admire the stunning panorama. But for anyone involved in the toy industry there’s an even more important attraction – the Hong Kong Toys & Game Fair... and plenty of showrooms to boot.

Held from 7-10 January 2019 at the Hong Kong Convention and Exhibition Centre, the fair, which boasts 2,000 exhibitors, is Asia’s largest event of its kind and the second largest in the world. In 2018, more than 49,000 buyers from 129 countries and regions visited.

Benjamin Chau, Deputy Executive Director of Hong Kong Trade Development Council (HKTDC) says: “The success of the show reflects Hong Kong’s status as Asia’s sourcing centre for toys and games. In the first eight months of 2018, Hong Kong’s exports of toys and games reached $4.1 billion, increased by 8.6 per cent year-onyear, with the US, the Chinese mainland and Japan as the major export markets. Taken together with re-exports, Hong Kong is the world’s second-largest toy exporter.”

Phil Ratcliffe, Sales & Marketing Directors at MV Sports agrees: ‘’Hong Kong is still a vital part of the global toy industry. Many of the

“

Hong Kong is in many ways the epicentre of the industry Alison Downie, HTI Toys

” Essentials What: Hong Kong Toys & Games Fair Where: Hong Kong Convention and Exhibition Centre When: 7-10 January 2019 Why: First peek at new toys More: www.hktdc.com

“

The world’s toy market will be there Phil Ratcliffe, MV. Sports

”

Chinese factories are still owned

by Hong Kong companies. Also, a lot of the innovation and investment into new toys in terms of design and manufacturing comes from Hong Kong. Many of the bigger global toy companies have an office/showroom in Hong Kong and therefore, it is still a destination for the world’s toy buyers and suppliers.’’

As Alison Downie of HTI says:

DID YOU KNOW…?

The HKTDC Hong Kong Baby Products Fair, Hong Kong International Stationery Fair and the HKTDC Hong Kong International Licensing Show will be held concurrently with the Toys & Games Fair

32

‘‘Hong Kong is, in many ways, the epicentre of the industry, it’s a hive of activity, especially in October and January where the city becomes its very own toy show with industry bodies travelling from all over the world to see what’s new for the year ahead.’’

Tech toys Anyone interested in tech-based toys should head to the Smart Tech Toys zone at the fair – some operated via mobile apps, or incorporating the latest VR, AR and MR technologies.

A STREAM Toys Product Display will highlight educational and high-tech toys featuring science, technology, robotics, engineering, arts and maths (STREAM), as these

toysnplaythings.co.uk

Fact!

There will be 2,000 exhibitors at the 2019 show.

Rainbow Designs

topics gain greater attention in the toys and games industry worldwide.

For instance, Hape International (Hong Kong) is showcasing a children’s workbench that contains everything for children as young as four to conduct more than 15 experiments and learn key scientific principles, while Playable Creation, will present an interactive toy archery with AR technology.

Back at the showrooms, HTI has a brand-new launch under the Teamsterz brand ‘’incorporating additional elements of thrill, surprise and adventure with collectability,’’ says Alison. ‘’Another focus will be our Evo battery-operated vehicles that turn heads wherever we take them.’’

Meanwhile, MV Sports will be unveiling its new Disney ranges based on their major 2019 releases (Toy Story, Frozen, Spiderman and Avengers) says Phil. ‘’New brands and innovations such as U.Move and Wired will be unveiled ahead of the UK Toy Fair.’’

Zimpli Kids, on the other hand, will be showing off Gelli Spa, Gelli Worlds, Gelli Factory and even emoji Gelli Baff.

Never grow up For those of us who never really grew up, toys and collectable items are a great way to relive childhoods and Kidult World is the best place for this, with hobby goods, performance magic items, models, figurines, war games equipment and much more.

The show will also celebrate the wealth of international exhibitors – there will be pavilions dedicated to the

DECEMBER 2018

Chinese mainland, Korea, Spain, Taiwan and the UK, while the World of Toys pavilion will also feature exhibitors mainly from Europe.

But it’s not all about the fair halls. As mentioned, Hong Kong is the location for major offices and showrooms for many of the industry’s big players. ‘‘We find that many UK customers spend more time in showrooms than the fair itself,’’ says Phil. ‘‘Our office is on Austin Road close to all the other toy showrooms. Our appointment book is filling up fast but we’ve always room for more.’’

The show also directs people to HTI’s showrooms, says Alison: ‘‘It has also become a wider networking and social opportunity over the years as the general hustle and bustle sees us crossing paths with key contacts around TST in coffee shops and restaurants. Our showroom is in the hub of toy manufacturers in Tsim Sha Tsui, Kowloon.’’

“

Zimpli Kids favourite dining spot is Morton’s Steakhouse – we always treat our distributors who come to see us in Hong Kong to a meal and drinks here Jessica Coy, Zimpli Kids

”

with awarded entries on display.

If you’re planning a trip to Hong Kong in January, it’s always worth taking some tips from people who have made the trip before. ‘‘We love the amazing Sunday buffet lunch at Whisk at the Mira with unlimited free drinks. A perfect way to relax during a busy schedule,’’ says Phil.

Zimpli Kids has a favourite restaurant too. ‘’We always treat our distributors who come to see us in Hong Kong to a meal and drinks at Morton’s Steakhouse,’’ says Head of Marketing, Jessica Coy. However, ATI’s Alison is keeping close-lipped about their favourite haunts: ‘’We are always looking to find the latest up-and-coming restaurant in Hong Kong, so we can treat our customers to a unique and different experience, so I’m going to have to keep this January’s locations secret for now!’’

Keeping up with trends A series of events will be held at the fair for visitors to keep abreast of the latest industry development and strengthen their networks.

The Hong Kong Toys Industry Conference 2019 features heavyweight speakers who will share their insights on key global and regional trends shaping the toy industry.

The Hong Kong Toys and Baby Products Awards continue to highlight baby products and toys of superb design, innovation and quality. Judging is based on innovation, functionally and safety, marketability as well as environmental friendliness. Results will be announced during the fair

33

FEATURE

HONG KONG PREVIEW

Smashing it WILTON BRADLEY 01626 835400 www.wiltonbradley.com Wilton Bradley come to Hong Kong in January 2019 off the back of a third consecutive year of double-digit sales growth and with a large range of exciting new products for retailers to see including developments to itsMi-Mic, The X Factor, Monster Smash Ups and Xootz brands.

The running theme for 2019’s new product ranges has been to evolve products within existing brands at more competitive price points, and targeting a younger age group while also progressing ranges that have been a success in the current market.

The new Mi-Mic and The X Factor range includes a new Mi-Mic Mini and The X Factor XF1S, which have the same fun features of the best-selling Mi-Mic range but at a more compact size, so all members of the family can join in the fun.

The RC brand Monster Smash Ups also sees a new range of all-exploding trucks, with two smaller models, at lower price points for those

Going bananas!

BANDAI

02083 246160 www.bandai.co.uk Bandai will be unveiling more series of Smooshy Mooshy – the squishy, scented surprise collectable brand for kids aged six to 12. They can also collect Bananas – unique characters and surprises are hidden inside each piece of peelable, scented tropical fruit. Series 2 sees the introduction of new Bananas and new Strawberry fruits with all-new characters to collect. Moving into Autumn, Series 3 will include chocolate dipped bananas and even more fruits. Following the October TV release of hotly tipped new ITV series Robozuna (pictured), Bandai will follow its SS19 toy launch with phase 2 for AW including refreshed figures and role play lines. The Robozuna range will be supported by heavyweight marketing running throughout 2019. Working with the vinyl figure masters, The Digimon first launched Loyal Subjects, Bandai will be in the UK in 2000. introducing further characters Bandai is capitalising from iconic movies and TV shows on the ‘90s nostalgia including WWE, Masters of the trend by bringing back Universe and Game of Thrones. the original Digital Finally, following the partnership Monster battling device in 2018 between Bandai and in 2019. Featuring all the Gorilla, arcade classics such as Mole King and Hammer King are functions and features of brought to finger-sized format. the retro product, fans new and old can connect Adding to the games portfolio for AW19 is Zanzoon Games with titles Digimons and battle including Magic Jinn and together.

Fan Zone.

FACT!

34

younger smash enthusiasts.

And after the success of the Xootz Viper Go Kart, 2019 brings the release of the Typhoon Drift Trike and the Typhoon Power Drift Trike.

Wilton Bradley has had its permanently manned showroom in Hong Kong for four years, and since its opening, international business has grown by around 50 per cent each year - they now have customers in more than 30 countries.

See them at HK Toys & Games Fair stand: 1C28 - 1D28.

Sweet treats GIBSONS

02086 618866 www.gibsonsgames.co.uk Gibsons will take you down memory lane at the Hong Kong Toy & Gift Fair 2019.

The company recently released four new gift puzzles - the Sweet Memories Tins - which will be on display at the show.

The show will also give visitors the first opportunity to view Gibsons’ new children’s range, Little Gibsons, which includes fun and colourful jigsaw puzzles and board games that have been tailormade for inquisitive pre-schoolers. Each product is made from high-quality materials and has its own quirky design.

Lions and tigers and llamas – oh my!

H. GROSSMAN 0141 613 2525 www.ozbozz.co.uk The plush menagerie from Grossman is expanding with the addition of gorillas, giraffes, elephants and tigers to add to their existing collection of Llamas, flamingos, sloths and unicorns of every hue.

Buyers will get the chance to take a look at the brand new redesigned scooter range. Unicorn Poo was a massive seller and this year, dog poo and llama poo promises similar success!

Visit the full range at the H. Grossman permanent showroom at: 1105 South Seas Centre, Tower 2, 75 Mody Rd, TST East.

toysnplaythings.co.uk

NEWCOMER LICENSE 2018 Strong ratings continue to increase, number 1 animated program on CBBC and is constantly a top ten viewed property on the channel.

Simba product line offering attractive profit margins and price points.

Intensive 360° marketing support.

LIGHT JET All-in-one POS solution

GRABBING FUNCTION

OPEN COCKPIT

White Knight 109391005

© 2018 Technicolor Creative Services USA, Inc.

sales@sisotoysuk.com

SISO Toys UK 80739_AZ_ToysWorld_TheDeep240x315_RZ.indd 1

13.08.18 16:10

FEATURE

HONG KONG PREVIEW

Stress buster TOBAR

01603 397105 www.tobar.co.uk

Telling the toy story SISO TOYS sales@sisotoysuk.com 01620 674778 Siso Toys UK will be showcasing its eagerly-awaited RC line-up from Toy Story 4. The range includes 1:24 scale RC of key characters from the movie as well as 1:18 scale RC. Due to launch in April 2019, retailers can see the full range at the Simba Dickie Group’s Hong Kong showroom.

To coincide with the third season of CBBC’s The Deep, coming in 2019, Siso Toys UK will be showcasing its range of impressive action figures, vehicles and underwater robot suits. The range will be supported by an all-encompassing marketing plan including TV, cinema, YouTube and social media. TV lines will include action figures and the popular underwater robots, known as Nekbots. The White Knight Nekbot is the first choice for missions into the deep dark unknown. The 25cm tall robot lights up, is fully articulated and offers space inside to store one figure. In contrast, the yellow Mag Knight Nekbot is equipped with a firing mechanism, as it is armed with magnetic missiles in the series.

Trollhunters - Tales of Arcadia, a successful Netflix original that launched in December 2016, will be supported by a range of detailed figures, playsets and roleplay that will bring the world of Trollhunters to life for boys aged six and nine. To start with, the range includes various sets of figures including 3in non-posable multi-pack figures and 6“ deluxe figures with light and sound features. Young fans can become Trollhunters with role-playing articles such as the sword lead character Jim wields and the amulet, which gives Jim his magic powers. The Trollhunters launch in Easter will be support with an Easter TV campaign.

From January 2019, Siso Toys UK will take over distribution and marketing of Masha & The Bear and will support the range in 2019 with full 360 marketing support comprised of heavyweight TV, YouTube, social media, digital and PR as well as bespoke retail peices to drive sell through.

The range will be made up of mixture of current best selling lines such as the 12cm dolls, 23cm soft body doll, plush bear in various sizes from 25cm to 50cm as well as the ever popular playsets. A hero item that will continue into 2019 will be the Big Bear House playset, which has lights and sounds features and 2 floors of interactive play. The full 2019 Masha and The Bear line up will be on display during Hong Kong.

36

Meet Tobar’s Llamacorns in Hong Kong. These are the perfect fusion – a combination of Llama and Unicorn, the two favourite beasts of the moment combined in a great new pocket money range.

Also on show will be the Jellyball fruit animals to squish and squash – feeling stressed? Press on a Pine Ape Elle!

Also having the ‘aw’ factor are the New Born Animigos.

These are baby additions to the existing best-selling Animigos range. A range of animated plush in quality packaging, each animal comes with a baby bottle so that you can feed and care for your new born pet.

Visitors who feel they need a power boost can sample the new protein and energy bars from Bear Grylls – that should help you keep going through the Fair season!

Give it some Gelli ZIMPLI KIDS 01254 460006 www.zimplikids.com Gelli Baff has some new products to show off in Hong Kong.

The unique texture of Gelli has inspired Zimpli Kids to create Gelli Spa, Gelli Worlds, Gelli Factory and even emoji Gelli Baff!

Whether it’s soaking your feet in a relaxing Gelli Spa or creating a miniature Dino Gelli World, the Zimpli Kids stand will have it all.

Eejay Enyi, Sales Director at Zimpli Kids said: “Zimpli Kids are always looking to work and build relationships with enthusiastic and proactive customers and tradeshows are the place for it! We just can’t wait to showcase our new products!”

toysnplaythings.co.uk

ST TOY HO A & N N D G GK :1 A O C ME N 28 S G - 1 FA D IR 28

Sport SVR

RIDE-ON CATEGORY

DASHBOARD CONTROLS

HEADLIGHTS

ANTI-TIP

RETRACTABLE FOOTREST

REALISTIC DETAILING

Our full 2019 range can be seen at our TST, Hong Kong Showroom by contacting Ross Bradley - ross@wiltonbradley or Wingi Chau - wingi@wiltonbradley.com.hk

FEATURE

HONG KONG PREVIEW

Surprise, surprise, it’s Peppa!

CHARACTER OPTIONS 01616 339800 www.character-online.com

Pre-school favourite Peppa Pig has jumped on the unboxing bandwagon.

With Peppa’s Secret Surprise, unwrap and reveal the cube-shaped present and discover the six hidden drawers in which five secret blind bagged toys, plus a fun sticker sheet can be found. This is the surprise present that just keeps on giving as the child discovers a glittery deluxe figure, accessories and more, each time a Peppa’s Secret Surprise is unboxed.

Series 1 with its yellow surprise box and a Party theme will launch in December in the UK followed by other territories in 2019. Blue Surprise Packs will be added for the Series 2 Holiday Collection. Series 3 is also already in the pipeline and will introduce a new pink surprise that holds Peppa’s Pals and Pets.

Each new series will be displayed at retail in eye-catching counter top trays of 12 pieces; ready to be picked up and enjoyed. TV advertising will start from December, added to by influencer campaigns that harness the power of the global Peppa Pig YouTube channel. Other activity will include mums’ reviews, pre-school press and more.

Thank you for the music CHICCO

020 8953 6627 www.chicco.co.uk Expanding on its range of educational toys that encourage learning through play, Chicco recently launched its new Happy Music range, featuring Piano DJ Mixi and Songy the Singer.

Piano DJ Mixi has two different settings – fun mode and play mode – as well as a realistic deck with LED light panels. With four musical styles and eight melodies, children can add in animated sounds including realistic scratch sound effects and musical notes to create their own song.

Songy the Singer is the perfect singing partner and comes with its own disco-effect flashing LED lights. With four musical genres and a total of eight different songs to choose from, there’s something for everyone!

Also at the show will be Chicco’s latest licensed range, the Ferrari RC. In an industry first, Ferrari RC is the first remotecontrolled car with pre-determined racing paths and additional ‘try-me’ features. Begin the race at the start line and follow one of three paths using the four-directional remote control. With exciting and realistic Formula 1 sound effects, kids will be transported to race day every time they play. To add to the realistic nature, the remote control wheel is inspired by the Vettel F1 2017 steering wheel.

38

Hungry for more?

RAINBOW DESIGNS 01329 227300 www.rainbowdesigns.co.uk Rainbow Designs is bringing a whole host of new licensed character nursery toy ranges to Hong Kong.

The Home of Classic Characters will be showcasing the new Tiny and Very Hungry Caterpillar Collection, based on Eric Carle’s wonderful and hugely successful picture books, and featuring a beautiful selection of products crafted specifically for the newborn-to-18 months age range. The collection includes a Ring Rattle, Comfort Blanket, Jiggle Attachable Toy, Booties, Activity Spiral and Activity Toy. The collection will be available from February and ties in perfectly with the 50th anniversary of this evergreen brand.

Another spring arrival is the new Dumbo range, created to coincide with the eagerly-anticipated launch of Disney’s Dumbo movie in March. Rainbow’s collection features soft and cuddly plush Dumbo toys, available in three sizes, as well as a Dumbo Ring Rattle and Comfort Blanket.

Brand new and joining Rainbow’s toy portfolio in 2019 is the Spot collection, launching just ahead of Spot’s 40th anniversary in 2020. Rainbow’s new range will include classic Spot soft toys as well as developmental lines.

toysnplaythings.co.uk

Flying high ALPHA ANIMATION AND TOYS 01293 804599 Alpha Animation & Toys’ Hong Kong Showroom will be the place to see the top preschool brand, Super Wings, whose success looks set to continue to grow in 2019. Key highlights include Build-it Buddies, a new 3-in-1 transforming vehicle called Remi, a member of Donnie’s Build-it team. Look out for the stunning Rescue Riders Playset, which launches in AW19, showcasing Sparky the brave fire truck. Finally, High Flying Jett brings a new element to the collection, allowing children to launch Jett into the sky.

Another highlight of Alpha’s portfolio is its unique Massive Monster Mayhem range. Massive Monster Mayhem, which launched on CITV in November, is an action-packed sci-fi adventure TV game show, where real children battle Monster Superstars to save the earth from the evil Intergalactic overlord, Master Mayhem. As newly appointed global master toy for SpongeBob SquarePants, Alpha Animation & Toys will also be showcasing the all new collection in readiness for launch in Q2 2019. Airnormous, meanwhile, delivers larger-thanlife ways for kids to really become heroes and superstars – this is WWE role play like never before.

What a rush!

FUNRISE

01908 555640 www.funrise.com Funrise expects bubbles galore this show season while a trip to the Wonder Park will open up new film-based opportunities for retailers.

For 2019 the Gazillion range will be expanding with innovative bubble blasters and machine ranges.

Gazillion Bubble Rush is a highpowered bubble machine that blows the most bubbles ever.

This next-generation bubble machine has a threesectioned, no-spill modular design including a removable washable top, solution recycling tray and batteries and motor sealed inside base. Also new for 2019 from Funrise is a master toy range based around Paramount’s Easter movie launch, Wonder Park. Funrise is delighted to have created a collection of playsets, figures and plush featuring characters from the movie that will bring the toys to life. At the heart of the range are the movie’s Wonder Chimps, which will be available in blind bag collectables, wind-up and scented plush forms.

Baby love IMC TOYS UK 01904 720 908 www.imctoys.com Cry Babies are lovable dolls that cry real tears. 2019 will see the introduction of new Cry Babies characters, Fancy, Pandy and Gigi, to grow the brand and expand the range offering.

For the three to six age group, Cry Babies Magic Tears were launched this year. These surprise collectables are miniature versions of the dolls, which come with numerous accessories and are fully functioning to cry real tears! The range is supported with a new animated series on You Tube, Amazon Prime, Ketchup TV and via the dedicated new website Bloopies launched with phenomenal sales, quickly becoming a top-selling bath toy. Now it’s time to meet the Bloopies Mermaids. They squirt water out of their mouth when you press

DECEMBER 2018

their belly and they can even blow bubbles when you play with them in your bubble bath!

There will also be new additions to the plush Club Petz range in 2019, joining Your Real Kissing Bowie, Mystery Mao and Dancing PeeWee. Finally, a new sibling will join Baby WOW’s Walking Megan, Baby Wow Crawl and Play Charlie, and Baby Wow Chatty Emma in 2019.

Also look out for new licensed products including Disney Frozen and Toy Story toy lines.

39

S R O D A S S Dad says: A B AM

Th

y d n a h s ’ at

"Teenage boys can be hard to please, so it was great to see these two laughing hysterically"

Brothers Tom and Scott had a laugh playing Mattel's Handimonium. Dad Mark tells us if Handimonium caused pandemonium...

H

andimonium is one of those games that can get the whole family playing at Christmas.

The idea is that you have to wear a pair of tiny hands, then perform what should be really simple tasks such as tying your shoes or filling a cup with water. You can play in two different ways – as a team, where you race to see who can finish five tasks first – or playing a one-on-one competition. This means you can have a go even if there are just two of you, so it’s perfect for smaller families – but it is also fabulous for parties and get-togethers – this is going to be a hoot at Christmas.

There are 56 challenge cards. It is definitely worth spending 10 minutes checking through the challenges for items you might need – such as cups, water, shoes etc – and gathering them together.

If you don’t have the equipment for a challenge you can set that task card aside before you start playing.

The tiny hands are made of hard plastic with a long handle – they pretty much make any task difficult as they are not flexible at all. It was great to see two

Kick up a stink Poppy and Herbie had fun meeting some new friends – collectable Stink Bomz from Tomy, as their mum Claire explains Trumps, bottom burps, farts and popoffs – whatever you call them, kids find them funny – and my two certainly found these little fart friends both hilarious and adorable!

Poppy, 9, and Herbie, 6, are keen collectors – so something they can collect always goes down well. While there seem to be lots of ‘girlie’ collectables for Poppy, Herbie is not so well catered for – and he was delighted with these little creatures.

There are eight characters to collect – each has a soft plush covering and lets out a fart sound (there are three different sounds) when squeezed – which has kept the two of them giggling for some time! Oh - and they smell too – happily they don’t actually smell of farts – it’s more like popcorn or stale pizza crust or something like that!

The jury is out on whether they are nice smells or not!

ells TnP!": Poppycotlle ct all them ys: Herbiesosfta, an d they fart

70

"They are !"

– I love them

CONTACT Mattel 01628 500000 www.mattel.com

Mum sa ys: "IT’S GRE AT TO

SEE SOM E COLLECT A THAT AR BLES E NOT TOO ‘GIR LIE’

I think the kids were hoping for a really revolting smell, so they were a little disappointed. Each little Stink Bomz has their own personality – Groaner always sees the bad side of everything, while Spicy is always excited and looks on the bright side. Ripper loves the sound of silence because he’s silent and deadly!

If your children love surprise boxes and blind bags, you can also buy Stink Bomz in a surprise ball – perfect for stocking fillers - but they are also available to buy separately, so you know just what you are getting. They are quite big for collectables – at 5in – and the fart sounds make them a bit more interactive than some of the collectables available at the moment. They’d make good little presents for birthday parties too – especially for boys.

ER KIDS CORN "I want to

teenage boys, who can be quite hard to raise a smile out of, in hysterics.

The only thing that would make it better is if there were another two pairs of hands, so more people could race against each other.

We reckon Handimonium will be the must-have game this year.

CONTACT Tomy 01392 281928 www.tomy.com

toysnplaythings.co.uk

TRADE

OPINION

Trade talk This month, Team TnP checks in with some of the industry’s key players to find out how this year has been, and how 2019 is shaping up…

MARTIN WHITAKER

GUY ORR

Managing Director, Siso Toys UK

Director, Mookie Toys Now that we are at the end of 2018 – sum it up?

The year started with a lot of uncertainty as Toys R Us was a huge proportion of Mookie will be our budget for 2018. launching Chimpy, However, with a few a dancing, farting key successes monkey, and Gloopies, and a strong a new range of glowing summer chameleons. weather wise the business has recovered the shortfall and is now trading up on last year in spite of these challenges. Even though there are still a lot of unknowns, strong products supported with great assets and marketing are driving the business forward. has really

Fact!

"Menkind impressed us with in-store showcasing Silverlit’s Robo Chameleon. The approach has had a strong impact on sales, which have grown 100% in 2018"

What’s been your best-selling product of the year and were you expecting it to be such a hit?

Tybo has been our biggest success this year. We expected Tybo to do well in spring/summer but we were surprised by how consistently it has performed throughout the year, especially in Q4. It is such a unique product and there is nothing else like it currently in the market. This, supported with a multi-channel marketing strategy, has been a recipe for success.

Has there been any retail activation you’ve really admired?

Menkind has really impressed us with its execution of in-store showcasing Silverlit’s Robo Chameleon. The approach has had a strong impact on sales, which have grown 100 per cent in 2018.

Looking towards Q1, do you have high hopes for any of your new launches?

We are really excited to have partnered with Yulu for next year. Their innovative range of products are delivering a new and modern twist on traditional play patterns. We will also be launching new products from Silverlit, with the focus mainly on lowerpriced quality robotics for 2019.

Specifically Chimpy, a dancing, farting monkey and Gloopies, a new range of glowing chameleons.

42

TnP loves to hear your views. This month we speak to key wholesalers and suppliers to learn what’s on their minds.

We explore the hottest topics

Now that we are at the end of 2018 – sum it up for us?

This has been a very exciting year for The Simba Dickie Group with the set-up and launch of Siso Toys.

Our goal is to build a strong licensed offering at UK retail "We are very excited with investment in marketing to be taking over to drive retail sell-through.

We have been working nonthe distribution for stop since May 2018 to get Masha and The Bear set up for an exciting year of and are building a trading in 2019.

strong marketing What’s been your bestselling product of the year plan to support and were you expecting it to retail sell-through" be such a hit?

Our products have not yet launched, however Masha and The Bear has performed really well this year, following its debut on free to air with Tiny Pop and season 3 on Cartoonito. Sales have more than doubled and with more retail partners on board, this sets up another strong year for the brand in 2019 as Siso takes over distribution. The Winter Bear House playset will be a key item next year as it is a refresh of our current bestselling Masha line, the Bear House playset. Moving on to Toy Story, the core line that will drive sales and volume will be our 1:24 scale RC line, which will be a must-have for retailers.

Looking towards Q1, do you have high hopes for any of your new launches?

We are very excited to be taking over the distribution for Masha and The Bear and are building a strong marketing plan to support retail sell-through. Toy Story will be a major focus for us, with product hitting shelves in April 2019. The 1:24 scale will be our main volume driver and core item, which we can’t wait to launch. We are also excited to be launching The Deep from CBBC, which has been one of CBBC’s top-rated kids shows and will be supported with action figures and vehicles. Sticking with boys’ action, Trollhunters from Universal is also going to be an exciting launch for us with action figures and playsets in the mix.

toysnplaythings.co.uk

DARRELL JONES Head of Marketing, Vivid Toy Group What’s been your best-selling product of the year and were you expecting it to be such a hit?

Squeezamals (pictured below) has been a huge success. We are just about to launch the second series with more cute, squeezable characters to collect.

“Splishies look set be the next big craze for kids”

Has there been any retail activation you’ve really admired this year?

Perhaps an indie or a major has done something really great with a particular range.

I think MGA has done a phenomenal job with LOL. They continually refresh their offering and back this up with fantastic presence, simultaneously across all retail channels.

Looking towards Q1, do you have high hopes for any of your new year launches?

We are just about to launch Splishies. These are a range of soft plush characters with splishy, squishy insides. We have received great support from the trade and Splishies look set be the next big craze for kids.

GEORGINA DOBIE Marketing Manager, Green Board Games What’s been your best-selling product of the year and were you expecting it to be a hit?

Our bestsellers this year have been BrainBox Football – unsurprising with the 2018 FIFA World Cup in Russia earlier this year, which reinvigorated the world’s passion for football! As ever, BrainBox World has also been a standout for us, alongside the everpopular Qwirkle!

Has there been any retail activation you’ve really admired this year?

Absolutely! Totally Awesome has been a standout for us on the independent front with the board game workshops that they have been running in schools this year.

On a larger scale, The Entertainer’s weekly ‘Quiet Hour’ serves as a shining example for all majors and indies.

Looking towards Q1, do you have high hopes for any of your new year launches?

2019 promises to be a very exciting year for Green Board Games! At London Toy Fair, we’re set to launch several new Disney/Pixar licensed BrainBox games and two new BrainBox Roald Dahl games. We’re also set to showcase not one, not two, but three new ranges and a whole host of new products across both the baby/preschool sector and the wider family games market.

AUGUST 2013

JULIA CAKE Commercial Director, Magic Box UK Now that we are at the end of 2018 – sum it up for us? It has certainly been a year of significant change within the industry and we have sadly said goodbye to some institutions that have been instrumental over the years. For Magic Box, we have had a really positive year. We’ve opened up new dialogue with major accounts and have entered a completely different category by introducing product within the range that has a core toy appeal. Collectables continue to dominate the market and space in store, and we have achieved great listings and in-store displays, keeping SuperZings at the heart of the action!

What’s been your bestselling product of the year "I love the and were you expecting it resurgence to be such a hit?

As a traditionally of heritage collectable brand, brands such as introducing more ‘toy’ Paddington and products was something we have wanted to do Peter Rabbit – it for a while. Launching has the obvious them with SuperZings series 2 seemed a good nostalgic appeal, time to do it as we knew yet creates new SuperZings was popular, audiences through based on the amazing success of series 1. All being given a three of our playsets modern twist" have launched and are performing well in the toy channel and our Kaboom City Police Station in particular has exceeded all expectations.

Has there been any retail activation you’ve really admired this year?

The Paddington Bear feature in Selfridges was brilliant.

Having the range displayed in an old red telephone box was a great example of effective in-store theatre. I love the resurgence of heritage brands such as Paddington and Peter Rabbit – it has the obvious nostalgic appeal, yet creates new audiences through being given a modern twist.

Looking towards Q1, do you have high hopes for any of your new year launches?

SuperZings Series 3 launches February 8. We have added in new innovation and features, which give Series 3 a different USP, yet we have maintained our ethos in great-value pricing.

You will also see exciting SuperZings Licensed products coming to the market via our partner Lisle Licensing. In March, we are adding a whole new range to our portfolio with the launch of Moji Pops – the collectable brand that brings emotions into play.

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MEDIA

ANALYSIS

Cracking Christmas October is the key month for brand awareness in the run-up to Christmas.

So which brands managed to nail it?

Generation Media’s Alex Taylor-Smith takes a look

W

e all know the month of October remains key for building awareness among kids and parents. It is when 20 per cent of parents say they start planning for Christmas shopping.

Toys and games advertisers flock to the TV market to air campaigns that signal the start of parent/child negotiations for the most coveted toys on this year’s Christmas wishlist.

So who took the top spot this year? And how does this differ from previous years? This October Spin Master was the largest toys and games advertiser (achieving 1,795 CH4-15 EQ TVRs), followed by Character Options (1,352 Kids EQ TVRs) and Mattel (1,102 CH4-15 EQ TVRs). In comparison, in October 2017 we can see a very different story, with Hasbro taking the top spot, followed closely by Spin Master and Mattel, taking the second and third positions respectively.

When looking at the top campaigns this October, we can see the largest campaigns were from WowWee’s Fingerlings (203 Kids TVRs) followed

by EPOCH’s Sylvanian Families (202 Kids TVRs) and Playmobil’s Spirit and Porsche ad (194 Kids TVRs).

These campaigns were deployed alongside a sizeable 354 toys and games campaigns on TV, all vying for the attention of kids up and down the country.

Focusing in on October Half Term week, last year across 23-29 October, Spin Master’s Hatchimals Surprise stole the top spot, delivering 77 CH4-15 Actual TVRs, providing them with a one per cent share of voice across the week. One may think that with that level of weekly TVRs the share would be higher, but this just shows the demand for airtime, with a recorded 319 toys and games campaigns on air in this week.

If we fast-forward a year, it was another campaign that took the top position, with EPOCH Sylvanian Families delivering 77 CH4-15 Actual TVRs across 22 – 28 October. This delivery provided them with 1.4 per cent share of voice versus the 275 other campaigns on air.

However, it will be of no surprise to any marketer within the space that viewing to kids’ commercial

Fingerlings, Playmobil's Spirit and Porsche advert and Sylvanian Families all ran campaigns

channels has seen declines. In fact, the latest figures suggest a reported decline of 24 per cent, compounded by the doubledigital decline of 17 per cent last year. There’s a number of reasons for this decline. One obvious difference between this year and previous years is the great weather we have had this year, resulting in more children spending time away from the TV set. The other, more notable, reason is that children of all ages are increasingly device agnostic when it comes to consuming content, which is continuing to have a negative impact on reported linear TV viewing figures.

In addition, the increased time spent with video games (such as Fortnite) and consoles like the Nintendo Switch is on the increase.

Despite this, TV is still the most cost-effective route to gain mass coverage across a short period of time, with some of the largest campaigns reaching in excess of 70 per cent coverage across traditional audiences of Kids aged four to nine, Boys aged four to nine and Girls aged four to nine.

However, when it comes to balancing TV and other audio visual media on a campaign schedule, there is never a one-size-fits-all approach. Our proprietary tool, The Media Aggregator (TMA), assesses the requirements of a product/brand versus a whole host of variables to define the correct balance.

For a detailed assessment of how The Media Aggregator could be used for crafting your brand’s media mix, please contact us at the below address.

Source: BARB, 2018. GB TGI 2018 Q4 (July 2017June 2018 – Pop)

Generation Media is the UK and Ireland’s largest independent media buyer of toys and games advertising. Visit generationmedia.co.uk or call 0207 307 7900 to learn more.

1

toysnplaythings.co.uk

M6478 UK TnP_AD4_HI.pdf

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11/20/18

9:51 AM

Homegrown talent With Toy Fair 2019 fast approaching, TnP caught up with just a few of the show’s UK exhibitors to find out how they approach the London-based event...

Phil Ratcliffe, Sales and Marketing Director, MV Sports What products are you launching at Toy Fair 2019?

Key new licensed wheeled properties based around forthcoming movie franchises; Frozen, Spiderman, Avengers, Toy Story, Transformers, and extensions to existing hot and classic ranges such as PAW Patrol, LOL Surprise, Peppa Pig and more.

There is also the launch of new premium wheeled brands UMove and Wired and new additions to Stunted, Kickmaster and Hedstrom brands.

How many times has your company attended Toy Fair?

Probably more than 20 times. We pulled out when the show went to Excel but came back again when it returned to Olympia.

What advice would you give UK companies exhibiting at Toy Fair for the first time?

Make sure that you have all your retail plans in place and that your stand follows a logical and understandable order of presentation. Review the action points with the customer on the stand and follow up quickly.

Fact!

MV Sports has been at Toy Fair more than 20 times.

46

Kerry Tarrant, Marketing Manager, Alpha Animation & Toys What products are you launching at Toy Fair 2019?

We have a fantastic line up of brands which we will be showcasing at Toy Fair; Super Wings, SpongeBob, Airnormous, Massive Monster Mayhem and a few of our new RC lines!

What is your company’s biggest achievement?

We’ve had a few in the last 18 months! Super Wings is going from strength to strength and is now a top 5 preschool property, Alpha finished 2017 just outside the top 100 manufacturers, however latest NPD data shows us sitting at #66 (YTD Sept 2018). We’ve signed some great licenses,

Christine Lawson, MD, Eduk8 Worldwide What products are you launching at Toy Fair 2019?

A whole range of toys designed with the STEM and STEAM school learning systems in mind. We are launching a complete new range of craft products under the brand, Craft for Kids. Suitable from three years and upwards, all products in the range include everything a child needs to complete the craft project. They can choose from a range of products including making a monster truck, building a freight train, creating an Emoji cushion, making a dinosaur and even making Russian dolls! Our craft sets offer great value for money, have lots of product in the box and can give the retailer a great margin. Plus we’ll be launching new products at the Toy Fair so make sure you pop by.

which we are excited to be launching in 2019.

What are you hoping to achieve at the show?

Our objective is to meet as many buyers as possible, there will be a host of buyers who do not travel to LA or HK who will be able to see our products in the flesh for the first time, and we are super confident they will be pleased with what they see. We will also be meeting with our licensing and broadcast partners who are helping us develop our key properties.

Did you know… 2019 will be Alpha’s debut year at Toy Fair

Simon Newbury, MD, Orchard Toys What products are you launching at Toy Fair 2019?

We will be launching four new games including our first app-based game, and a colourful preschool jigsaw at the show.

We believe we’ve got some absolute crackers this year!

How many times has your company attended the Toy Fair?

Too many to remember – may be my age!

What advice would you give UK companies exhibiting at Toy Fair for the first time?

Talk to everyone you can – associates in the trade, as well as potential customers.

toysnplaythings.co.uk

Kate Gibson, MD, Gibsons

David Mordecai, CEO, Tobar What products are you launching at Toy Fair 2019?

We have some exciting new baby additions to our very popular Animigos range, Jellyball Fruit Animals to squish and squash, and a brand-new range of on-trend “Llamacorn” pocket-money pick-ups developed by Tobar. We’ll also have brand-new innovative items from our distribution partners such as the Zuru Robo Alive and Pets Alive range. Finally, with M+B, we have a new Angry Birds die cast and RC license, perfect for the release of Angry Birds 2 next year.

How many times has your company attended Toy Fair?

We have attended six times and have loved it every time.

Did you know?

Tobar is launching a brand-new range of on-trend “Llamacorn” pocket-money pick-ups at Toy Fair.

What advice would you give UK companies exhibiting at Toy Fair for the first time?

Expect the unexpected.

Some things may happen that you didn’t think would but just take everything one step at a time. Also, find a hotel with a great breakfast menu as you’ll need the energy to keep going through the intense working days!

Ben Smith, General Manager GB & Eire, Kids@Play What products are you launching at Toy Fair 2019?

Warner Bros plush lines including DC Comics, Scooby Doo and Looney Tunes alongside new ranges from our European partners, Ecoiffier, EducaBorras, FALK, and Arias Dolls.

What is your company’s biggest achievement?

Securing the highly-prized Warner Bros plush range through Maxx Marketing, with the Real Talking Sorting Hat picking up a number of awards throughout AW18 and getting it placed nationally.

What advice would you give UK companies exhibiting at Toy Fair for the first time?

Be open to any visitor to your stand, you never know when that person will be a major buyer or an influential independent trader. There are no bad meetings, new visitors have stopped for a reason, you just need to establish what caught their eye and build on the conversation from there.

DECEMBER 2018

What products are you launching at Toy Fair 2019?

Toy Fair is always the first chance for us to showcase our newest products and this year we are launching a new quickplay game Zonkers, and our new children’s range, Little Gibsons.

The range includes fun and innovatively packaged jigsaw puzzles and board games for inquisitive pre-schoolers. Children can drift off into a dream world filled with llamas and unicorns with our magical 36-piece puzzle, Sweet Dreams, or explore the great outdoors with jigsaw, Camp Gibsons. Every puzzle and game in the range has been designed by British artists. We are also launching over 70 new jigsaws for adults from many of our best-selling artists, ensuring that we continue to entertain all generations.

How many times has your company attended the Toy Fair?

We have attended Toy Fair almost every year since it began in 1954 and our Chairman, Michael, has many fond memories of travelling down to Brighton to attend the show. We feel a real sense of pride when exhibiting in our capital, especially as we were once based in the West End’s Barrett Street, just a stone’s throw away from London Olympia.

What advice would you give UK companies exhibiting at Toy Fair for the first time?

Get out and speak to people. It is always good to network, share stories and learn from others.

Did you know?

Gibsons have attended Toy Fair every year since 1954.

Roger Martin, MD, Coiledspring Games What products are you launching at Toy Fair 2019?

Each show we are always excited about the new lines that we are bringing out.

Whether it be new games from existing suppliers, or new games from new partners. They all bring something great to the table.

Some of our game highlights at Toy Fair 2019 will be Forbidden Sky, the highly anticipated third game in the Forbidden series by Gamewright; Planet, which plays as beautifully as it looks from Blue Orange, and The Mind, playing which is as much as an experience as a game and is guaranteed to amaze! We will also be launching the Thomas Kinkade Disney range, from renowned jigsaw makers, Schmidt. The painter of light, Thomas Kinkade captures the timeless magic of nine classic Disney stories.

The elegant range includes classics such as Beauty and the Beast, Sleeping Beauty and Cinderella. We will also have some surprises at the show, so keep your eyes peeled!

47

CONSUMER

Go Jetters, Llama Llama and PAW Patrol are all popular with children

INSIGHT

Telly addicts Multi-tasking kids open up a wealth of possibilities for toy makers, as they play with toys while watching their favourite shows. Nick Richardson, CEO of The Insights People, takes a look at the interactive future

E

very year Kids Insights provide the Future Forecast, which can be downloaded at kidsinsights. co.uk/futureforecast. As a special feature, we are looking into one of our predictions: interactive TV content and how this can be integrated into the next generation of toys.

Our Kids Insights 2018 Future Forecast report predicted the rise of gamified and interactive content. This format enables children to take control of the content, rather than consuming it passively.

Last year, Puss in Books was commissioned by Netflix and there are rumours that interactive Black Mirror and Minecraft shows are set to launch in 2019, so it seems that interactive content really is just around the corner.

With our latest Kids Insights data showing that two-thirds of children aged four to six play with toys at the same time as watching TV, there could be an opportunity for toy and broadcasters to collaborate, in order to develop interactive shows for kids.

Playing with toys at the same time as watching TV is highest among the youngest children, aged four and five, where two-thirds will engage in play. By age seven this has dropped to less than a half, and by age 10 just a quarter.

When crossreferencing the insights in our online portal, our data shows that of those children who like to play with toys at the same time as watching TV, they

are more likely technology to quiz children in real time than average as they watch episodes of the show on to watch: PAW Cartoon Network.

Patrol, PJ Masks, Reportedly, ratings for the show have Go Jetters (for increased by up to 44 per cent since boys) and for the app launched – showing the power Two-thirds of girls, My Little for interactive opportunities alongside children aged four Pony, Peppa traditional linear TV. to six play with toys Pig and Llama at the same time as Llama.

What does this mean for you? watching TV. Our data The kids sector continues to change and also shows that move faster than ever before. But as children who changes occur, opportunities open. like to play with toys at the same as Will 2019 be the year we start to see enjoying their favourite TV shows are closer collaborations between TV brands also more likely than average to buy and toy companies to create integrated TV-related merchandise, including toys, play and viewing experiences? magazines, books and stickers.

These are just a few examples of how Furthermore, with 21 per cent our data and insights are enabling brands of young children aged four to six to spot opportunities in both product playing on their tablet at the same development and content creation. time as watching the TV, there For a copy of our new Future Forecast continues to be opportunities for 2019, to help inform your strategy for the audience engagement here too. coming year, please sign up at kidsinsights.

Platforms and brands are already co.uk/futureforecast. capitalising on the opportunities.

The BBC recently released a major new CBeebies app enabling children to create music, design toys and even direct their own CBeebies episode.

The app, Get Creative, features four activities, including a drawing game, digital toy creator, an area that lets kids create music, and a puppet game that allows kids to direct their very own CBeebies episodes by animating and recording puppets.

In another example, broadcaster Turner is expanding the reach of an interactive quiz app (Gumball VIP) that is designed to be shown alongside Cartoon The BBC recently released a Network’s The Amazing World major new CBeebies app enabling of Gumball show. children to create music, design In a bid to engage viewers toys and even direct their own of their linear TV show, the app uses voice-recognition CBeebies episode.

Did you know…

Fact!

Kids Insights is the most comprehensive and dynamic market intelligence resource on all things kids, tweens and teens in the UK. We survey 400 kids aged four to 18 every single week, which is more than 20,000 every year. Our award winning data portal makes everything you need to know about what is going on in kids’ ecosystem today, available in real-time, with expert insights into the flash and global trends provided every quarter.

Fiesta Crafts - ToysNPlaythings - Dec 18 - RHS - 20 Nov 2018

BRAND NEW FOR 2019

Discover this amazing new world board game Fun, laughter and learning for the whole family. Thrills and spills as you cross continents to reach your destination and discover fascinating facts about countries and peoples.

New

Discover the World has already been awarded ‘Recommended’ by Good Toy Guide, their highest rating.

Available February 2019. Pre-order now!

More info:

®

Hold phone camera over pattern

Tel: 020 8804 0563 - sales@fiestacrafts.co.uk 2018 ads.indd 12

20/11/2018 11:26

1

It ’s a critical h u

b for the glob As the largest al play commu toy trade show nity: in the Western North Americ Hemisphere, Th an Internationa e Toy Associat l Toy Fair is a toymakers, dist ion’s cr iti cal hub for tens ributors, retaile of thousands rs, licensors, an New York City of d ot her trade gues show each Fe ts who visit th bruary.

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Top 5 Reasons to Visit New York We know you don’t need much convincing to come to the North American Toy Fair – but just in case you did, Laurie Chartorynsky of The Toy Association gives us five good reasons to visit

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48

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5

3 4

Educational opportunities abound: From educational sessions on US and international toy safety standards to seminars on global market research, licensing, specialty retail, toy invention, entrepreneurship, and more, there are several enriching educational programmes taking place at Toy Fair.

All work and no play? No way!

Show organisers have been working hard to schedule an array of special events and after-hours activities for Toy Fair guests.

An invite-only International Visitors’ Welcome Reception at the end of opening day (16 February) will allow international Toy Fair exhibitors, press, trade officials, embassy representative s, and other attendees to meet and mingle. Several other “just for fun” activities will take place throughout Toy Fair week – includin g the glamorous Toy of the Year (TOTY) Awards gala and the inspiring Women in Toys Awards – so be sure to check the Toy Fair website for up-to-the-minute details.

Convinced to make the trip yet?

Visit www.ToyFairNY.com to register and learn more about everything Toy Fair has to offer.

19

AWARDS

DREAMTOYS

Living the t DreamToys 2018 took place in November – check out the day’s celebrations here…

D

reamToys 2018 took place in London in mid-November, when the toys tipped to be the most-wanted this Christmas were revealed. Chosen by a panel of leading toy retailers and experts, the list is broken down into eight categories – Paws & Claws, Winner Takes It All (games), It’s Showtime (TV and movie themes), Messy Christmas (inventive toys), Play, Set & Match (imagination), What’s in the Box? (surprises and blind bags), Thrill Seekers (action toys), and Tot Spot (pre-school), along with the ultimate Top 12 Toys.

The DreamToys committee also announced a list for ‘stocking fillers’ toys, reporesenting the top collectthem-all brands for the year, including the likes of L.O.L., LEGO Minifigures, Soft ‘N Slo and Fortnite.

“Collectables remain one of the most popular trends in the playground, so our ‘Stocking Fillers’ list celebrates the most innovative entries in this category,” said Gary Grant, Chair of the DreamToys selection committee.

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“

The toys selected for DreamToys 2018 promote many key play values while maintaining the excitement that comes with unwrapping a favourite at Christmas Gary Grant, Chair of the

”

DreamToys selection committee

toysnplaythings.co.uk

The DreamToys Top 12...

Barbie Ultimate Kitchen Mattel Boxer Spin Master Toys Cra-Z-Slimy Creations Super Slime Studio Character Options Fingerlings Untamed Jailbreak T-Rex Playset Jazwares/WowWee Harry Potter Hogwarts Great Hall LEGO Harry Potter Wizard Training Wand Jakks Pacific

L.O.L. Surprise! Pop-Up Store MGA Entertainment L.O.L. Surprise! Under Wraps MGA Entertainment Lazer X Twin Pack Character Options Monopoly Fortnite Edition Hasbro PAW Patrol Ultimate Fire Truck Spin Master Toys Poopsie Surprise Unicorn MGA Entertainment

toy dream

DECEMBER 2018

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SPECIAL

TOY OF THE YEAR AWARDS

Flying high in the USA

Wow! Stuff is the only British company to make it into the North American Toy of the Year Awards - CEO Richard North tells us more

“

It’s great to fly the flag for all UK businesses who might be thinking of trading abroad

The Toy of the Year Awards have been dubbed ‘The Oscars of the Toy Industry’.

Why are the awards so important?

For Wow! Stuff to gain this recognition is inspiring for both our employees and, I hope, for all British toy companies, as an acknowledgement that they can compete against anyone, anywhere and will be recognised if their products are worthy.

The Toy of the Year Awards (TOTYs) are awarded annually to the top toys, games, and properties of the year, and are administered by The Toy Association. The awards programme supports the philanthropic work of The Toy Foundation, which delivers

“

T

he Wizarding World Mystery Flying Snitch has been selected as the only finalist from a British-based company at this year’s Toy of the Year Awards, joining a list of 120 of the best toys from around the globe. Wow! Stuff CEO, Richard North, discusses the formula behind the award-winning toy and how it feels to be flying the flag for great British invention.

new toys to children in need and is the biggest scheme of its kind. It’s a super organisation with great purpose!

Can you tell us a bit more about the Mystery Flying Snitch?

The Mystery Flying Snitch is based on a patented invention.

We use our micro-Aramid thread, which is almost invisible from a distance of three feet, to suspend and control the flight of the Snitch. In practice, it’s easy to fly and the illusion is absolutely breathtaking.

The Toy of the Year is one of many awards to recognise the product. Why do you think it has been so successful?

We always set out to create licensed products that are ‘in Universe’ and have a ‘WOW factor’.

The Mystery Flying Snitch delivers more WOW’s than just about any toy we have created to date.

Wow! Stuff is the only British company to have a product shortlisted for this year’s Toy of Year Awards. What does this mean to you?

It’s one of the proudest moments of my career in the toy industry. When BBC Radio 2’s Simon Mayo commented that the Snitch was his favourite toy from

a selection of finalists that were taken into the studio and asked if we were a British company, I could have fallen off my chair. I’m proud to be both British and international as a business and as a human being.

It’s great to fly the flag for all UK businesses who might be thinking of trading abroad, especially toy companies who are aware of the difficulties that can beset British businesses when trading in North America. I feel the value of ‘designed in Great Britain’ is underestimated and, as a brand, ‘Great Britain’ is undersold. We will do everything possible to help here.

The Mystery Flying Snitch is one of a number of Wizarding World products shortlisted for the Toy of the Year Awards.

What makes the Wizarding World franchise so special?

Great Britain! It sounds corny I know, but J. K. Rowling has proven that, from very humble beginnings, passion and drive can achieve anything.

As a Brit, she was, and is, unapologetic in the ‘Britishness’ of the Harry Potter franchise and the subsequent inclusiveness of the international settings of the Fantastic Beasts movies.

This resonates with us as a company where we have taken our ideas to the larger international stage.

The Wizarding World filled a space no one knew existed; escapism and fantasy.

Did you know?

Wow! Stuff is the only British company to have a product shortlisted for this year’s Toy of Year Awards.

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toysnplaythings.co.uk

RETAIL

OPINION

Why pop-up might be best B

reckoning it would be hard not to scratch the head and ack in 2015, part of the toy shop universe was wonder whether Threesixty knows something that we don’t occupied by US retailer FAO Schwarz (owned, at the or is just monumentally ill-advised. time, by the now defunct Toys R Us). Then it seemed Somewhat counter-intuitively therefore I am going to to disappear into a black hole and was no more. propose that now might actually be a good time to open Yet those heading into Selfridges on Oxford Street a shop, particularly a pop-up store. Pop-ups are having a lately will observe that it has emerged from its wormhole bit of a moment and whether it’s Amazon Fashion with a after three years and is back, collaborating with the glitzy store on Baker Street that offered five days of events or department store, having created a shop-in-shop pop-up Notonthehighstreet.com, which is on the high street (well, that will run until Christmas. the main concourse of Waterloo station), there are those It comes complete with the signature giant keyboard (the one made famous by Tom Hanks in Big), that shoppers can try who see value in the temporary. It is interesting that you are more likely to generate coverage and excitement by having out their moves on and which is also available to purchase. a store that appears for just a few days or weeks than if you The pop-up is, in fact, just one of several that the brand (it open something rather more permanent. could hardly claim to be a retailer under The FAO Schwarz awareness-driving current circumstances) is trading from as strategy with a raft of pop-ups may therefore we head towards 25 December with Spain, I am going to be a canny one and perhaps somewhere Australia and Canada all hosting FAO propose that now along the line it will turn a few pennies by Schwarz variants (now owned by the Hong Kong-based Threesixty Group) as part of a might actually be a selling some merchandise. this and then a flagship store to come push to get the name back on Main Street in good time to open (aAll large branch is also planned for Beijing at the United States and elsewhere. a shop, particularly some point in 2019) in the brand’s spiritual The pop-ups are just one aspect of this home, might make this a clever piece of a pop-up store retail renaissance. The toy retailer used to marketing to welcome back a somewhat be most famous for its Fifth Avenue outpost lamented retail name. in New York, which is where the Big piano Then there’s the matter of Toys R Us. The disappearance scene was located. This will remain closed to FAO Schwarz, of toy retailing’s global behemoth has left a hole in many and while it seems unlikely that we will see its ilk again in the markets and even as things look a little parlous, parents near future, there will be a new outpost in the Big Apple in will continue to buy toys for their pushy offspring. It’s the shape of a 20,000 sq ft store in the Rockerfeller Center. fashionable at the moment to say that there will, long term, It opens this month and the location is almost as iconic as be fewer stores and that the Fifth Avenue site. And they may generally be better. while it will be smaller, by This may well be the case, some distance, than the Fifth but there is equally nothing Avenue store as was, it is a to say that retailing’s mark in the sand. dead and gone cannot The real question in all of benefit from a Frankenstein-like revival that will see this has to be ‘why now’?. them trading once again and being better than There are a few things that are worth thinking about at the they were. If this line of thought had been followed moment that FAO Schwarz reappears. Firstly, in the UK, it’s rather more decisively a while back, we might yet been meagre rations aboard the good ship retail. Shop chains have seen Woolworths and similar being brought have been closing with Maplins, Bargain Booze, Toys R Us back to life and perhaps shopped in by those and Henri Lloyd all waving goodbye to their final customers who mourned their disappearance, but never in the current year, while House of Fraser, Evans Cycles and actually shopped in them when they were around.

American Golf have all been in and out of administration or It’s worth a trip up to Selfridges therefore to see teetering on the brink. what you have been missing, or at least a version Then there’s the Brexit thing and uncertainty and consumer of it, and to look forward to what could be a piece confidence seemingly in an unending trough. Whichever that has been missing from the toy retailing way you cut it, times are a mite tough and even the golden jigsaw for a little while. And don’t forget weeks in the run-up to Christmas this year may have a touch online. All of the etailers that have been of pyrites about them. It’s a pattern, without Brexit but with enjoying physical success with tangible Trump, that is broadly mirrored across the pond and on this

“

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With FAO Schwarz making a reappearance on the retail scene, albeit in pop-up format, John Ryan wonders if now is the right time to open a new venture

John Ryan is Stores Editor at Retail Week. He has worked for the magazine for more than a decade covering store design, visual merchandising and what makes things sell in-store. In a previous life he was a buyer.

toysnplaythings.co.uk

LICENSING

NEWS

Did you know…?

Epic Games actually first announced Fortnite in 2011.

Thanks to testing periods and various delays, it didn’t appear until 2017.

Crayola colours in video games

Fortnite

meets Nerf…

If you know a Fortnite and a Nerf fan, Hasbro have got just the thing for them. The company is launching a new Nerf Fortnite AR-L Blaster, which will hit retail 1 June 2019.

Inspired by the iconic weapon used in the popular Fortnite video game, the blaster boasts rapid-fire motorised blasting and flipup sights that allow players to focus their aim as they eliminate opponents and attempt to survive the ‘Storm’.

It also features a 10-dart clip and comes with 20 ELITE darts, so Fortnite fans can play with power and precision no matter where the battle is building.

Outright Games and Crayola LLC have launched Crayola Scoot, a new video game for PlayStation4, Xbox One, Nintendo Switch and PC. Crayola Scoot pits wannabe scooter legends against each other in colourful, crazy competition.

The game is designed for families and friends to play Terry Malham, CEO, side-by-side on the Outright Games sofa, combining key elements of creative, social and competitive play.

“We’re seeing huge demand from parents for family-friendly games that are fun, competitive, and encourage play together in the same room”

Disney’s Ralph wrecks it in store The latest product range from Disney’s Ralph Breaks The Internet: Wreck It Ralph 2 is in store with the film released at the end of November.

Key licensees are Bandai and Funko with Disney Store and shopDisney.

The film follows video-game bad guy Ralph (voiced by John C. Reilly) and best friend Vanellope (voiced by Sarah Silverman) who leave the comforts of Litwak’s arcade in an attempt to save her game. Their quest takes them to the vast world of the internet, a world Vanellope wholeheartedly embraces - so much so that Ralph worries he may lose the only friend he’s ever had.

Fact!

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The first Wreck-It Ralph film launched in 2013 in the UK.

Moominvalley comes alive Guess Macmillan Children’s Books is set to be master publisher of the Moominvalleybooks, based on the new forthcoming animated TV series. Macmillan will launch its Moominvalleybooks in 2019 and will publish globally across a range of formats, based on the new Moominvalley TV series, which will premiere in the UK in Spring 2019 on Sky One and be available ondemand via Sky Kids.

Macmillan will also publish a stunning range of newly illustrated picture books and storybooks, drawn from Tove Jansson’s original classic stories.

what...

The first book, Christmas Comes to Moominvalley, was published in November. It’s a beautifully illustrated re-telling of Tove Jansson’s classic story The Fir Tree, in which the Moomins are woken from their winter sleep to be told that ‘Christmas’ is coming.

toysnplaythings.co.uk

Spotlight on... Character Options Long-time master toy partners for Entertainment One’s Peppa Pig, Character Options is bringing something new and exciting to shop shelves, and it is set to be every Peppa fan’s favourite toy - get ready for Peppa’s Secret Surprise! to the w e n d n a Br r toy e t s a m g i Peppa P n for end of o collecti mber 2018 Nove

Regular rollout of new themes throughout 2019

Deluxe glitte ry accessories figure, party and stickers Contact Character Options 01616 339800 www.character-online.com

Unwrap to discover six surprises inside

Series 1 introduces Peppa’s Party

Fully integrated marketing campaign including TV and YouTube unboxing

DON’T MISS… We bring to the fore a selection of the hottest and newest products that will help you sell more. Buyers and retailers, get in touch with your sales contact now!

Product: My First Calendar Company: Danilo Tel: 01992 702900 Email: sales@danilo.com

Product: Monopoly: Fortnite Edition Company: Hasbro Tel: 02085 691234 Web: www.hasbro.com

Product: KiiPix Company: Tomy Tel: 01392 281928 Web: www.tomy.com

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Product: Dreamworks Spirit Riding Free Deluxe Feeding Set Company: Just Play/Flair Tel: 02086 430320 Web: www.flairplc.co.uk

Product: Rescue Runts Company: Bandai Tel: 02083 246160 Web: www.bandai.co.uk

Product: Flippables Company: Ty Tel: 02393 876600 Email: sales@tyuk.co.uk

Product: Crystal Hall Company: Gibsons Tel: 02086 618866 Web: www.gibsonsgames.co.uk

Product: Moonlite Company: Spin Master Tel: 01628 535000 Web: www.spinmaster.com

Product: Squishy Fruit Company: Tobar Tel: 01603 397105 Email: sales@tobar.co.uk

toysnplaythings.co.uk

Step back in time A rather personal look back through time beginning with December 2013, 2008, 1998 and 1988 by TnP Founder and MD Malcolm Naish

DECEMBER 2013 • The Fence Club’s Ladies Night, as usual, was a huge success.

• I am sad to learn that Barry Brandon – a stalwart of the toy trade – passes away. Barry owned and ran Bantel – a premier children’s cycle range along with other outdoor products. and in the ‘70s was a huge supporter of professional cycling, even running his own pro cycling team with world champion Hugh Porter – Sky eat your heart out!

DECEMBER 1998 •

Drummond Park announce they are introducing Balderdash to their game portfolio. To head up the sales team Ross McDonald joins them as Sales Director.

•

We print a letter from Albert Harrison & Co. – a major wholesaler based in Accrington. The letter begins: “Can I just say that of all the firms we deal with Casdon stand head and shoulders above the rest. Your sales staff are always very pleasant to deal with, they know the stock position and when they tell us something such as delivery dates – it happens”. Isn’t it great when letters like this are received!

•

Harrogate Toy Fair celebrated its 50th year and we include some great reminiscing on the part of Harrogate stalwarts. To illustrate how an industry can change in just 20 years, these are a few of the toy companies advertising with us then who are no longer around - LB Group, Dekkertoys, Heaton Paper, Best-Lock, Playmakers, Li-Lo and Metro to name a few.

•

Finally, the year’s biggest grossing film was Godzilla grossing nearly £16m at box-office – hardly a kid’s film though!

• David Bottomley joins Asobi as Commercial Manager.

His many years of experience at top level will prove invaluable to them.

• Hasbro are the top TV spender with a rate card spend of £2,012,866 for the month of November.

• We interview James Ford – toy buyer at Debenhams – believe it or not, they started as a draper’s shop back in 1813 when William Debenham opened his shop. The family involvement ended in 1928.

• Best product in store for 2013 in terms of sales was Flair’s Doc McStuffins with their Doctor’s Bag flying out of the shops.

DECEMBER 2008 • Woolworths finally close their stores despite a lot of interest in saving them, even to the degree that the government was rumoured to be involved in a possible bailout. As Ali Mafi put it most succinctly: “If you want a store to survive, bloody well shop there!”

DECEMBER 1988 •

I hear from many independent retailers that they are fed-up with the price-cutting from the likes of Tesco and other majors. So, what’s new?! I suggest a Toy of the Year award to the worst culprit and they perhaps be forced to enter the stocks for a bit of revenge from those who feel most aggrieved.

•

I am gutted to report the death from a road accident of Graeme Cutts – a director of House Martin. He was an all-round nice guy and a major fundraiser in the toy business with the football weekend and also the tennis tournament that he organised jointly with Dave Cave. Life is so unfair!

•

Mike Carter - a major mover with the Toy Retailers Association leaves the industry to open an Italian restaurant in Bradford. I’m told it’s very good and manage to sample the menu later the following year.

• Spring Fair organisers are contemplating charging for car parking at the NEC. Subsequently this was greeted with much outrage, forcing them to forget that particular idea.

•

Ronnie Yaffe announces a distribution deal to sell a number of ranges from major Chilean manufacturers.

As ever, Ronnie is always forward-thinking.

• Green Board Games run a full page advertisement showing Manchester United’s star players and head the advert ‘Our team to drive your sales’. Had I noticed I would have requested they change this to an Arsenal pic!

•

It was on 21 December that the Lockerbie air crash occurred. We were humbled to publish a letter from toy i ndie Newall’s of Dumfries who two days later were able to deliver £1,500 of toys to the children of Lockerbie via social services, again illustrating the kindness of toy industry folk.

• JA Magson have entered administration. Very sad, they were a major wholesale group for many years with over 200 staff at their head office.

• Character Group produce what is termed “a creditable performance” for the year to 31 August 2008 with turnover at £82.3 million.

• Tesco has 40 per cent of their toy range reduced by between 25 per cent to 60 per cent prompting Gary Grant to say: “Toy retailers would be buying some lines from Tesco rather than the suppliers themselves.” To be fair, this could have been part reaction to the closing down of Woolies with a lot of very cheap toys on offer there.

DECEMBER 2018

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PLAY DIFFERENT…..

32 High Park Road, Kew Gardens, Richmond TW9 4BH • United Kingdom Tel: +44 (0)20 8878 2133

With Janod