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Helping everyone sell more
2022 March No. 5 1 Vol. 4
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08/03/2022 10:58
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CONTENTS Regulars 2022 March 1 No. 5 Vol. 4
5
Leader - with Clare Turner
6 News - the latest toy industry headlines 8
etail News - what’s happening on R the retail scene
10 People News - all the movers and shakers 12 Media News - the multimedia rundown 13 Licensing News - what’s hot in licensed products
Chairman Malcolm Naish malcolm@lemapublishing.co.uk
Managing Director Mark Naish mark@lemapublishing.co.uk
Editor Clare Turner clare@lemapublishing.co.uk
Assistant Editor Naomi MacKay naomi@lemapublishing.co.uk
Advertisement Manager Athee Waran athee@lemapublishing.co.uk
Production Director Paul Naish paul@lemapublishing.co.uk
Circulation Manager Robert Thomas robert@lemapublishing.co.uk
19 Don’t Miss - a sneak peek at unmissable products for buyers 20 What’s New - fresh launches that you need to get your hands on 22 Ambassadors - our junior tester puts Spin Master’s Tech Deck products through their paces 26
Talking Retail - retailers share their best sellers
Features 32 Games & Puzzles - a look at new products in this core sector 50 Pocket Money Toys & Collectables - a roundup of what’s trending in the school yard
Special Reports 24
INDX Toys & Nursery Show - preview
28 Retail Interview - with Toy Galaxy owner Bhav Patel 48 Retail Interview - with Howleys Toymaster operations manager John Bentley
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58 Company Profile: Asmodee
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Columnists 7 Trends Column - the U.S. Toy Association talks about ToyFairEverywhere.com 14 Retail Opinion - John Ryan explores the concept of ‘clustering’ retail brands 15
I ndie Opinion - Diary of a Toy Shop by Maggie Tibbenham, owner of Imagine Toy Shop in Holmfirth
16 Consumer Insight - The Insights Family discusses the purposes that toys serve for kids and parents
Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930
18 Media Analysis - Generation Media examines how to make the most of the Metaverse
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At the heart of retail p22
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LEADER Clare Turner
A At the heart of retail Also by Lema Publishing
s I write this, it is exactly two years ago to the day that Prime Minister Boris Johnson first addressed the nation about coronavirus, describing it as the biggest threat this country had faced for decades and advising us to stay at home during the pandemic. Fast forward 24 months, and while Covid (as we now call it) is still with us, the government has relaxed domestic restrictions in England. While the laws have loosened, the pandemic has not gone yet, and it’s certainly not forgotten. ‘Let’s keep life moving’ is the rallying cry - and the toy industry has certainly listened. Since January, we’ve all welcomed the return of trade shows, from London Toy Fair and Spring Fair to Top Drawer, and there’s more to come with the INDX Toys & Nursery Show (formerly The Independent Toy & Gift Show) next month and The Toymaster show in May. The relief at getting back to ‘physical’ business was palpable at the exhibitions I’ve visited so far. Everyone I spoke to agreed that meeting face-to-face and seeing the hottest toys and games for 2022 in the flesh is an experience that just can’t be replicated in the virtual world, and there was a real sense of optimism for the months ahead. And as TnP went to press, more positive news was announced by Springboard. Following the severe impact of Storms Dudley and Eunice, the retail expert reported a strong bounce back in footfall of 11.1% across all UK retail destinations in the week beginning February 21 compared with the week before when it dropped by -3.8%.
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Toy retailers have undoubtedly faced unprecedented challenges over the past two years. In the words of John Bentley, operations manager of Howleys Toymaster, which operates four stores across Dorset and Devon and is a finalist in the Independent Toy Retailer of the Year (multi store) category of the 2021 Toy Retailer of the Year Awards (organised by the Toy Retailers Association): “It’s been tough – no one has ever experienced in their lifetime the lockdowns we’ve had. The worst possible scenario for any shop owner is to have his doors closed; you don’t want to stop people coming in your door. But at the same time, challenges bring out the best in us. We were already successful, but we had to think outside the box.” Similarly, fellow finalist Bhav Patel, who is the managing director of the fivestrong south-eastern specialist chain Toy Galaxy, recalls that the period was “somewhat of a rollercoaster” but now “customer confidence is definitely there and improving, so we are hoping there are no further variants that can halt or hamper the slowly growing momentum’’. You can read more of John and Bhav’s views in my Retailer Interviews with them in this edition. Looking back, Bhav says a key challenge he faced was the inability to see products upfront. “Having to deal with previews and orders electronically does place strain on the process; I feel it’s harder to grasp the key attributes of a product when making a buying decision,” he told me. Which brings us back to the trade show scene… But for those of you who can’t wait to see more new-season product in person, check out our features on games & puzzles and pocket money toys & collectables in this issue.
Let’s keep life moving’ is the rallying cry - and the toy industry has certainly listened
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NEWS
Photo: Ravensburger AG
Ravensburger invests in board game crowdfunding platform Board game and puzzle publisher Ravensburger is investing ¤4 million ($4.5 million) in the Polish start-up Gamefound. The international board game crowdfunding start-up is the first to receive funding from Ravensburger’s investment programme Next Ventures. “With Gamefound, we are investing in a strong team of founders with industry expertise; a start-up with extremely high potential in our core segment of board games,” said Thomas Bleyer, group director corporate development & new business at Ravensburger AG, who is responsible for the Next Ventures programme. Gamefound was founded in 2019 as a spin-off of the successful board game publisher and crowdfunding expert Awaken Realms. Its specialised services help board game developers interact with their community and transform ideas into games. Ravensburger will work with Gamefound strategically and operationally to support the platform’s successful positioning in the market. “As a leading international game publisher, we can support Gamefound with more than just financial investment - and that is exactly the aim of our Next Ventures programme,” said Thomas. Ravensburger recently launched the corporate programme to fund innovation projects and start-up investments. It funds up to four projects per year with a total amount in the double-digit millions. The goal is to expand internal innovation management and provide support and funding to enable start-up teams to successfully launch new product ideas and services that fit thematically to Ravensburger business sectors.
Toy Trust unveils fundraising event
Flair relaunches Paper FX Flair GP is relaunching craft toy Paper FX, which enables tweens and eco-conscious families to create accessories, gifts, and decorations from old magazines, wrapping paper, posters, junk mail and more. The Paper FX weaving machine recycles and transforms paper or card in minutes. Flair GP country manager Julia Cake said: “When previously launched in 2008, Paper FX took the toy market by storm, and it was confirmed as a DreamToy by the TRA [Toy Retailers Association]. Now, with upcycling and greener issues being even more top of mind, we expect great things for the relaunch. “The brand will be supported with TV advertising, influencer activity and Instagram parents. Our new video from top craft YouTuber Ambi C has already received 185,000 views.’’
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The date for Toy Trust’s 2022 Big Challenge fundraising day has been confirmed for Saturday June 18 and will be based at Oxford Wet N Wild in Wallingford. An alternative triathlon featuring a 5km/10km walk or run or 50km circular cycling event in the Oxfordshire countryside is on offer and, new for 2022 is a dragon boat racing tournament. Dragon boats for up to 10 rowers will be available with entries from full teams, individuals or small groups welcomed. Individuals or smaller groups that wish to enter will be joined to form full boat teams. All boats will feature a drummer and qualified instructor. The day will include a BBQ lunch and refreshments with games and activities available on site - and all participants will receive a commemorative event T-shirt. Funds raised will support the Toy Trust’s nominated UK-based charities, with particular emphasis given to those that work to improve and enhance children’s mental health. Places are available at £100 per person, and teams or individuals can register their interest at www.toytrust. co.uk/big-challenge-2022/. For more information contact Matt Jones at Matt@btha.co.uk.
Smoby extends its ad campaign with key FA Cup games Simba Smoby Toys UK is further extending its major football advertising campaign for the Smoby brand, by adding two FA Cup Draws to the schedule. The move means the awareness drive starts even earlier on Tuesday 1 March. From March through to May, fans at six Premier League games and now two FA Cup games will experience the Smoby Smile LED brand advertising, via pitch-side boards during the match. The action kicks off on March 1, with the FA Cup tie at Peterborough, who will be hosting Premier League leaders Manchester City (ITV). This will be followed the next day with the cup tie at Luton, who will be hosting Chelsea (BBC One). The cup-ties will be followed by a further six Premier League games, including Watford vs. Arsenal on Sunday March 6 (Sky Sports), Brighton vs. Liverpool on Saturday March 12 (BT Sport) and then Burnley vs. Southampton on Saturday March 19 (Sky Sports). Three additional fixtures (dates to be announced) will wrap up the LED advertising campaign at which point, the brand’s own TV campaign will kick in, taking Smoby into homes across the nation.
MGA Entertainment adds new Na! Na! Na! Surprise lines MGA Entertainment is expanding its Na! Na! Na! Surprise collection for S/S with two new ranges. Since the brand’s launch in 2019, it has seen huge success. MGA Entertainment said Na! Na! Na! Surprise was ‘the first ever fashion doll to launch with soft-articulated features and has since become a much-loved doll, for children aged four-plus’. Six new Na! Na! Na! Surprise Sweetest Heart characters are the latest to launch: Valentina Moore, Gisele Goodheart, Eva Evermore, Lily Sarang, Cynthia Sweeta and Maria Buttercup. Each love-themed doll is born on Valentine’s Day and comes in her own shade of red, pink, purple, mint, blue or yellow, wearing a quilted heart dress and bear-shaped beanie. The collection includes messaging details on the outfits like ‘XOXO’, ‘Love You’ and ‘Be Sweet’.
toysnplaythings.media
TOY FAIR EVERYWHERE IS OPEN FOR BUSINESS!
New timing for Toy Fair New York The U.S. Toy Association has revealed details of the new timing for Toy Fair New York. The announcement was made during the trade association’s AGM (Annual General Meeting) on February 23, which was held virtually and open to all members. President & CEO Steve Pasierb said the board had decided to shift Toy Fair New York to an autumn timeframe. The move and the dates are currently being negotiated for September 2023. But he noted that “strong demand from exhibitors and keen interest from key retail buyers argues for a one-time fall marketplace event to move forward this year with dates set for September 20 to 22, 2022 in Dallas, Texas.”
He added: “While the board and the trade show committee recognise and accept that some LA-based companies will take a different approach to a fall Toy Fair and use it for other purposes, timing Toy Fair New York to meet the needs of an evolved and evolving industry will ultimately better serve the business needs of our members and the buyer community - as well as open new doors to licensors and entertainment studios allied with the toy industry all in an ideal time to make impactful holiday news and enjoy New York’s ready access to major national and international media, as well as the financial community, which many exhibitors tell us are essential ingredients in Toy Fair.”
Toy Fair exhibitors
donate 3,500 toys to KidsOut The end of Toy Fair, held at London Olympia from January 25 to January 27, was marked once again with the annual Toy Fair Trolley Dash in aid of KidsOut, where generous exhibitors kindly donated thousands of toys and games, which will go directly to help support children who have had to flee abusive homes. More than 35 staff and volunteers from Toy Fair’s charity partner, KidsOut, collected around 3,500 toys from the stands on the final evening, as they passed through the aisles of the show with shopping trolleys, donated by Tesco. BTHA director of fairs & special events Majen Immink commented: “It was great to be able to end the show with the Trolley Dash again this year. It’s always such a fun and positive culmination of a busy three days, while supporting a very important and worthwhile cause.” Exhibitor applications for Toy Fair 2023 will open at the end of March online at www.toyfair.co.uk.
In the ongoing absence of many live events, buyers looking for the hottest new toys, games and youth entertainment products are encouraged to visit ToyFairEverywhere.com, says U.S. Toy Association senior advisor, strategic communications Kristen Morency Goldman ToyFairEverywhere.com is billed as the toy industry’s only B2B digital social marketplace that lets both sellers and buyers grow and manage their wholesale business every day, everywhere. It can be used to advance their businesses, forge connections, stock shelves, and see entire product lines or curated offerings via photos, videos, and online catalogues. The platform is free and easy to navigate. Kimberly Carcone, senior vice president of global market events at the U.S. Toy Association - the trade group that runs the platform - said: “While Toy Fair Everywhere had been open for business for several years, it quickly became the place to source new products and make connections when the onset of the pandemic brought in-person events to a halt. “While events and travel begin to resume, Toy Fair Everywhere will continue to act as an important tool in the buying and trend-spotting cycle, given that it is accessible and actively used throughout the year and offers conveniences and features that are not necessarily available at a physical show.” Toy Fair Everywhere offers 24/7 access to a diverse array of suppliers, including companies that may not be able to make the trip to in-person events due to cost, staff availability, or scheduling conflicts. Tapping into Toy Fair Everywhere is seamless, convenient, and does not confine buyers to specific dates for shopping leading toy brands the way a physical show would. Anyone who uses the platform can schedule product demos, book appointments, and place orders - on any day of the year. To date, thousands of buyers from more than 80 countries have visited Toy Fair Everywhere to view showrooms and connect with sellers. Toy Fair Everywhere is hosting category marketing buying events throughout 2022 to provide a focused environment for everyone to explore and shop – from Toy Fair Month kicking off on February 21 (the week that Toy Fair New York would have taken place), to Outdoor Play & Sporting Goods (beginning March 21), Arts & Crafts (April 18), Games & Puzzles (May 16), and more. Toy Fair Month on Toy Fair Everywhere also features virtual educational content that was slated to take place at the Javits Center [Toy Fair New York venue], including the U.S. Toy Association’s much-anticipated Toy Trends Briefing, plus seminars about the Metaverse and diversity, equity & inclusion, and more. Kimberly added: “With the toy industry continuing to show signs of growth [U.S. toy sales rose another 13% in 2021 according to NPD], thanks in part to the pandemic and families shifting lifestyles to encompass more play, we are working day in, day out to ensure sellers and buyers continue to meet and do business successfully on a global scale. Toy Fair Everywhere continues to be a critical resource for anyone with a stake in the business of toys, play, and youth entertainment.” For more information, visit www.ToyFairEverywhere.com.
RETAIL
NEWS New appointments for
Toys R Us UK team Dr Louis Mittoni, CEO and managing director of Toys R Us ANZ, has recruited new staff for the Toys R Us UK team, which will lead the relaunch of the brand back into the UK market in the next several months. He said: “We have ecommerce and marketing director Mike Coogan, who rejoined UK Toys R Us in December 2021, having spent the last 27 years of his career in the same role. In fact, Mike started the ecommerce business for Toys R Us in 1996. He began his career at Argos and spent some time at Peacocks, and his wealth of experience is a huge asset to us as the brand begins its next adventure. “Diane Lee started in January as buying director, having spent over 30 years in buying and merchandising with brands such as Top Shop and Laura Ashley Home, and 20 of those years in the toy and baby business at Mothercare, Early Learning Centre, Hamleys and later with Babies R Us. “James Ford comes to us as a senior buyer with 20 years of buying experience at Debenhams - seven of those in toy. He also gained valuable
L-r: Lukasz Jajinski, Mike Coogan, Diane Lee, Katie Ellis, James Ford
experience at the pure play etailer Boomf, where he launched a toy and gifting proposition in just six weeks! “Katie Ellis joins as senior buyer on Babies R Us, having spent the last 20 years buying in all areas of the babies business, starting her career at Tesco and then at Babies R Us and Mothercare. “Finally, Lukasz Jajinski started his career on the shop floor gaining valuable customer insights and worked his way up to area manager before deciding to head into buying. He learned the ropes at Argos on infant and preschool, where he quickly climbed the ladder from buyers admin to buyer, and will now transfer those commercial skills to the baby industry within Babies R Us.
“With this team now in place, we’re hitting the ground running and have been reaching out to the supply base to see with whom we can align on this amazing journey.”
Pokémon sales soar in 25th anniversary year The Pokémon Company International celebrated a ‘fantastic year’ at retail in 2021, seeing a significant increase in sales across Europe for its Pokémon Trading Card Game (TCG) and toy ranges as it celebrated its TM 25th anniversary. Named Best Gaming Licensed Property at the 2021 Licensing Awards, Pokémon saw the highest year-on-year sales increase across all listed properties in the UK, France, Germany, Belgium, and the Netherlands, according to figures recorded by NPD Group. Simon Benton, VP Pokémon TCG Sales Europe, said: “Pokémon TCG sales were simply sensational in 2021, breaking all previous records. We would like to thank our retail partners and distributors for their continued support in showcasing the products to consumers. With increased TCG distribution set to launch in Eastern Europe, we look forward to expanding our reach in 2022.” The new Pokémon TCG: Sword & Shield-Brilliant Stars expansion, which introduces the Pokémon VSTAR mechanic, launched in February.
Toy sales top £1.7 billion over Christmas New figures from data analytics company Kantar have revealed that toy sales hit £1.7 billion in the three months leading up to Christmas, an increase of 1.0% on the previous year. Growth was driven by physical stores, up by 16%, while online sales declined by 11% as consumers made the most of festive shopping without restrictions. Smyths, Amazon, and Argos held over a third of the total toy market between them over the 12 weeks to December 26, while a long tail of retailers competed for the remaining slice of spend Joanna Parman, strategic insights director at Kantar, commented: “Our research shows the enduring appeal of physical shops, and highlights just how important a compelling bricks-and-mortar offer remains for the toy sector. Despite strong performances from online channels and digital retailers, there’s a clear opportunity for toy stores that can get customers back into their high street shops. It’s likely that shoppers aren’t going to swing between purchasing online or in-store but will establish a more stable balance between the two.”
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OnBuy
celebrates World Book Day
To mark World Book Day, UK-based online marketplace OnBuy compiled a list of its favourite children’s books and characters for costume inspiration, in collaboration with Horrible Histories illustrator Martin Brown (pictured). He said: “World Book Day is a fabulous celebration of everything that’s wonderful about books and reading. It’s been shown that reading for pleasure is one of the greatest indicators of a child’s future success. And it’s fun. So, dive into a book - and maybe dress up as one of your bestloved characters.” The list comprises: Gangsta Granny by David Walliams; The Tale of Peter Rabbit by Beatrix Potter; Charlie and the Chocolate Factory by Roald Dahl; Meg and Mog by Helen Nicoll and Jan Pieńkowski; Alice’s Adventures in Wonderland by Lewis Carroll; Where the Wild Things Are by Maurice Sendak; Where’s Wally? by Martin Handford; and Pippi Longstocking by Astrid Lindgren.
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PEOPLE
NEWS
Changes at Ravensburger Ravensburger has announced two new appointments for 2022, boosting multiple teams within the company. Boosting the operations team, Jonathan Heil joins as facilities manager with 10-plus years of facilities, office and operation management experience. He will report directly to head of supply chain and operations Colin Reeves. Della Holding is appointed as consumer service advisor and will report directly to head of marketing and product development Katy Fletcher.
Adrian Whyles leaves Playmonster UK Toys R Us UK appoints Sarah as senior buyer Toys R Us UK has recruited Sarah Harding to the role of senior buyer of toys. Dr Louis Mittoni, CEO and managing director of Toys R Us ANZ, said Sarah joins the Toys R Us UK buying and marketing team “with a wealth of toy experience, having commenced her journey with toys more than 20 years ago at Woolworths and Entertainment UK before moving to Hamleys. “She spent eight years as a senior buyer at Toys R Us before moving to Mothercare and Early Learning Centre. Sarah joins us from Bourne Leisure, and we are delighted to welcome her on this amazing journey of our iconic brand. This takes our senior buying team to over 120 years of experience!”
Adrian Whyles, managing director of Playmonster UK, left his post at the end of February at his own request. He said: “I have enjoyed my time at Interplay/ Playmonster, as we have grown the business, built successful brands, and become part of the Playmonster family. There is a great deal to look forward to, in 2022, with the company now in a strong position to build on a global basis under the leadership of CEO Tim Kilpin. “For me, I feel it is time for a new venture. I’ll take a little break, and then on to the next exciting chapter, wherever that may take me. I wish the UK team and our US colleagues every success for the future. There
are some very special people at the company, and it has been my pleasure to work with them.” The UK team will now report into the recently-announced PlayMonster global organisational structure. PlayMonster’s local sales and marketing team will report to Scott Flynn, global commercial officer. PlayMonster UK is embarking on a big year in 2022 with a global venture on the My Fairy Garden line, with 11 new edible plants. The Discover, Grow & Play theme through its Peppa Pig brand along with My Living World and a new licence partnership with WWF encourages children to interact with nature and discover new ways to play through growing. In addition to the established brands of FabLab and Fuzzikins, also comes the launch of the Ann Williams range, and the introduction of the Spirograph brand.
Mattel names
Ruth as head of consumer products for EMEA
Mattel has appointed marketing veteran Ruth Henrquez as head of consumer products for the EMEA region. In this role, she will oversee the entire consumer products portfolio across all Mattel IP brands, as well as further integration of the CP division into franchise marketing. Ruth has had a successful decade at Mattel EMEA with expert knowledge of all brands, having worked on every brand in the Mattel portfolio both at a local and regional level. She joined the Mattel finance department in 2011 before moving into marketing, and headed up marketing teams in both Italy and the Iberia region, where she accelerated the business in both her appointments. In her most recent role where she relocated to the UK, she was marketing director for EMEA infant and preschool brands including Fisher-Price, Thomas & Friends and Fireman Sam.
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toysnplaythings.media
The Light Fund’s Stephen Gould completes the Ice Mile
Hunter Price recruits
Nikki Samuels
Brand and licensing expert Nikki Samuels has joined consumer products business Hunter Price International as commercial director, to help guide the successful Manchester-based business, which is on target to exceed its £40 million sales forecast this year. Nikki, the former licensing director and founder of character product manufacturer Sambro, brings decades of experience and knowledge to the Hunter Price team. He joins as part of the company’s ambitious growth strategy across its core product categories, including toys & activity, stationery & craft, and home & lifestyle. Following the appointment, co-founder Jeremy Winburn will take on the role of trading director, to focus on the company’s fastpaced reactionary trading business. Nikki will concentrate on the longer-term strategic vision for the business and new business development opportunities. Hunter Price has established itself as a leading supplier of consumer products for the UK’s top retailers, with a host of successful own brands, such as ToyMania and SplashMania, as well as partnerships with Warner Bros, CoComelon and the Style Sisters. Most recently, the business created and launched the new home & lifestyle brand, Chapter B for TV personality Billie Faiers, which will hit the market later this year.
Bulldog Licensing expands team Bulldog Licensing has named the newest member of its team as Rocio Fernandez, who joins as licensing approvals co-ordinator. She will provide product approval support for all licensees, while facilitating communications throughout the product development process. Rocio will also be involved in creating marketing materials for all licensees and licensors, and ensuring assets are organised and delivered to licensees. A journalism graduate from the University of Miguel Hernández in Spain, Rocio went on to work as a sales associate and also has experience in social media customer care. She has worked for a number of different companies in varied roles, encompassing digital marketing, social networking, video editing, graphic design, event organisation and more, and brings a wealth of experience and enthusiasm to the role. Bulldog Licensing MD Rob Corney commented: “We’re excited to welcome Rocio to the Bulldog team. She has a wide range of experience at a number of different organisations, and we are looking forward to her further strengthening lines of communications throughout the business and providing support to each of our licensees.” Rocio added: “I’m delighted to be working with Bulldog Licensing. The agency has a range of really exciting brands, with amazing licensing partners, and I’m looking forward to working with them and helping to make the product development process as smooth as possible, while also working to market the lines once they are ready for launch.”
MARCH 2022
With this year’s Light (Licensing Industry Giving Help Together) Fund Channel relay fundraiser only a matter of months away, one of the two team captains - Stephen Gould - has been warming up with an Ice Mile. He completed the one-mile swim in the middle of January at Hatfield Lake in Doncaster in a water temperature of 4.4°C and air temperature of -0.5°C. Only 434 people worldwide have achieved a similar feat. Stephen, who has been swimming competitively since he was eight and became an open water swimmer at the age of 21, has gained a reputation for cold water swimming. He has dozens of open water competitions under his belt, including the Thames Marathon, Ullswater, Coniston, Jersey to France and two Channel relays. Now that tally includes the notorious Ice Mile. But he didn’t just do it for fun. His Ice Mile also helped to raise donations towards this year’s Light Fund target of £250,000, which will be shared by the RNLI and other organisations and projects supported by the charity. Other fundraising initiatives - including a swimmingthemed limited edition beer - have taken the Light Fund over halfway to its target. But there’s still a long way to go. Which brings us to the main event: this summer, on a day between June 30 and July 3, when weather conditions are right, two boats of six swimmers will be racing each other across the English Channel to France in aid of The Light Fund. All the participants will be from the licensing industry, trying to be first to make it from Dover to the French coast. The teams are undertaking a tough training schedule, which you can follow at The Light Fund’s Just Giving page and Instagram feed. The Just Giving page at https://www.justgiving.com/ the-light-fund is also the place to donate.
New face for Moonbug Entertainment Moonbug Entertainment has recruited Susan Vargo as Head of Live Events, where she is responsible for live events across all of the Moonbug properties including Blippi, CoComelon and Little Baby Bum. She will lead, oversee, manage and drive Moonbug’s brand and franchise-specific live shows, branded areas, character events and experiences in locations such as theme parks, water parks and attractions. She will be based in the UK head office, working closely with the Moonbug team in the US. Susan is the Tony award-nominated and Drama Desk award-winning executive producer of The SpongeBob Musical on stage and for television. Before joining Moonbug, she oversaw global creative development for Nickelodeon live entertainment. 11
MEDIA
NEWS
Celebrity dads team up with Thomas to celebrate storytelling Two of the nation’s favourite celebrity dads, singer and musician Harry Judd (McFly) and reality TV star Greg Shepherd (The Family Diaries), have teamed up with their children for a new Thomas & Friends campaign, Reading with Little Friends celebrates the storytelling magic of the children’s brand and showcasing the new toys and characters from the books and TV show. In two videos recorded at their family homes and now live on the Thomas & Friends YouTube channel, Harry’s children, Lola, five, and Kit, four, as well as Greg’s two kids, Nelly, aged eight, and four-year-old Arthur snuggle onto the sofa with their dads for some quality family reading time together. Lola reads aloud from the story book Thomas and the Rocket to Kit and her dad Harry, while Nelly’s book of choice is Thomas and Percy’s Spooky Adventure, which she reads to Arthur and dad, Greg. The videos are designed to highlight the exciting and captivating tales featuring important life lessons for children that have remained at the heart of Thomas & Friends for over 75 years since the first Railway Series book, written by Reverend W. Awdry, was published in 1945. Thomas & Friends recently underwent a major revamp to appeal to contemporary audiences’ sensibilities while maintaining Thomas’ core message about the value of friendship.
Bakugan is back on POP
The Awesome Brawlers are back in Bakugan: Evolutions, from Spin Master Entertainment, airing on POP from this month! Drago, Trox, Pegatrix, Hydorous, Howlkor and Pharol return stronger, faster, and better than ever in this new season. Strange occurrences begin to happen, with elemental energy from Vestroia seeping into Earth and creating a mysterious phenomena - causing Bakugan to rage out or evolve with excess energy. Once again, the fate of two worlds rests in the hands of the Awesome Brawlers and their Bakugan partners! Catch the whole of the series on POP, the free-to-air TV channel for six-to-10-year-olds.
Strawberry Shortcake: Berry in the Big City premieres in UK Strawberry Shortcake takes on her newest adventure yet as she heads to Big Apple City to get her big baking break, in Strawberry Shortcake: Berry in the Big City, which has premiered in the UK exclusively on Tiny Pop. Strawberry Shortcake heads to Big Apple City, where all of the best names in baking go to make it big. Joining Strawberry Shortcake is her cute cat Custard, and her ‘Berry Besties’. Together, the girls run their fabulous food trucks and chase their sweet dreams and ‘bake the world a better place’. Strawberry Shortcake wants to be the greatest baker the world has ever seen. Why? Because she wants to make a difference and believes with all her strawberryscented heart that a perfectly-baked treat can brighten someberry’s day! She is determined to show the world that she has what it takes to ‘bake’ it in the big leagues! The whole series is airing on Tiny Pop, the free-to-air TV channel for fourto-six-year-olds. 12
Apps launch for hit kids’ TV series Animation company Omens Studios has partnered with global video content distribution platform VlogBox to further extend the reach of Omens’ hit series with two new AVOD and SVOD apps. The initial rollout via VlogBox sees free, ad-supported and SVOD apps for the series Leo the Wildlife Ranger and Counting with Paula launch globally with Roku, Android TV and Amazon Fire TV. The apps will include episodes and curated content as well as bonus content from each series such as ‘best of’ Leo and an additional 20 x 2.5’ of nursery rhymes for the Counting with Paula app. Award-winning Leo the Wildlife Ranger has sold in more than 50 countries. Counting with Paula is available in more than 50 territories.
toysnplaythings.media
LICENSING
NEWS
Jakks Pacific and Disguise go Sonic!
Fanattik signs Yu-Gi-Oh! deal Fanattik has secured an extension to its longstanding licensing agreement with the brand YuGi-Oh! The licence has not only been renewed for another three years but also includes additional products and territories. The award-winning licensee will be supplying the North America, UK, Europe, MENA and Australasia markets via its own offices and network of distributors. As well as the independent trade, the company will have products that appeal to all levels of pop culture retailers, from online to supermarkets, with a wide spectrum of price points and limitededition pieces. For 25 years, Yu-Gi-Oh! has been entertaining and engaging audiences globally through its manga, TV series (with more than 900 episodes), three feature films, consumer products, hit mobile games Yu-Gi-Oh! Duel Links and Yu-GiOh! Master Duel, as well as the popular Yu-Gi-Oh! trading card game. Fanattik managing director Anthony Marks said: “Some anime brands may come and go but Yu-Gi-Oh! is an evergreen with a passionate fan base that appreciates the gifts and collectables we have created over the years. We look forward to creating many more fan-focused products featuring this global IP over the next three years and beyond.” Jennifer Coleman, vice president of licensing and marketing at Konami Cross Media NY, added: “Fanattik is a tremendous partner for the YuGi-Oh! brand. Its wide range of unique gifts and collectables have delighted fans in the European market. We are excited to extend our relationship to include even more products which we believe will continue to impress fans. Fanattik’s passion and understanding of the Yu-Gi-Oh! brand shines through in what it creates.”
Jakks Pacific and Disguise, Inc. have announced a new line of toys and costumes launching in spring in celebration of Paramount Pictures’ upcoming feature film, Sonic the Hedgehog 2. The merchandise from Jakks is set to include action figures, playsets, vehicles, plush toys, and other collectables, just in time for the film’s international release. Disguise, the costume division of Jakks Pacific, will be designing and manufacturing costumes and accessories inspired by characters from the movie, which will be released this autumn. Jakks Pacific senior vice president of marketing Craig Drobis said: “With new waves of collectable action figures, cool new playsets, multiple sizes of plush toys, and an all-new radio-controlled Sonic Speed RC, there is something for every Sonic fan and collector.” Alex Gomez, director of licensing & partnerships for Sonic the Hedgehog, added: “ We hope that fans of the Blue Blur will see the collection as a testament of our appreciation and create memorable Sonic experiences with the products for years to come.”
Entries open for License This! Entries are open until March 25 for Licensing Expo’s License This! competition. The contest, which helps designers, illustrators and animators break into the $292 billion global licensing industry, was launched 12 years ago in Europe, and premiered in the US in 2021 as part of Licensing Expo Virtual. This year, for the first time, the finale will take place in person at Licensing Expo in front of a live audience of manufacturers, retailers and brand owners and the judging panel on May 26. Licensing Expo, which is run in partnership with industry trade association Licensing International, is the world’s largest licensing trade show and takes place in person at Mandalay Bay Convention Center in Las Vegas from May 24 to May 26. Through its two categories - Character & Animation and Brand & Design - the License This! competition aims to give unlicensed brands a leg-up into the world of licensing and consumer products by helping them secure new deals or agent representation. Enter at licensingexpo.com/en/agenda/license-this.html.
MARCH 2022
LEGO and PlayStation join forces on Horizon Forbidden West set The LEGO Group and PlayStation have teamed up to delight fans of both brands with the very first LEGO set inspired by the world of Horizon Forbidden West. Working with acclaimed developer Guerrilla, the collaboration recreates the authentic features within the Horizon Forbidden West video game and transforms the experience into LEGO brick form for fans around the world. Designed as a build and display model, this 1,222-piece set invites builders into the 31st century. The LEGO set features Aloy - a fierce machine hunter - and the Tallneck, the awe-inspiring machine Aloy uses to explore nearby areas. The buildable Horizon Tallneck model measures over 34cm high and will be available from May.
Wildbrain mixes up magic deal with Moose Toys Entertainment, sport and brand licensing agency WildBrain CPLG is partnering with Moose Toys to handle representation of the global toy company’s Magic Mixies Magic Cauldron and planned line extensions for the brand. WildBrain CPLG will represent Magic Mixies in the US and Canada to build a cross-category merchandise offering targeting kids aged five to eight. The initial focus will be on apparel, sleepwear, publishing, accessories and homeware categories. Since launching in Autumn 2021, Magic Mixies has captured the US number one spot in Special Feature Plush in December and the Fall season, according to The NPD Group.
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RETAIL
OPINION
The benefits of
buddying up With prime retail locations demanding a premium, there’s a case for toy shops to buddy up with a larger retailer and take advantage of their floorspace and readymade footfall, says John Ryan
I
t’s something of a truism that it’s been a tough couple of years. We’ve seen large businesses go to the wall, a sharp drop in GDP (and now, apparently, a pretty steep rise of the same) and a lot of people fearful about what the future holds. And among all this turmoil there have been the retailers. This is the group that has been worried from the moment they were told to shut their doors. As a shop, selling toys or anything else, how do you make money if you’ve been told you can’t open your doors? Well, now you can open them, but the point about the intervening period is that people have got used to remote shopping and when they do head into stores, they expect more. This might seem to point towards better, but fewer, stores - as there will be those for whom home shopping is now the everyday norm and the idea of stepping across the threshold of a physical store is in some ways rather strange… dangerous even. All of which means there are fewer stores overall and landlords may well be looking to capitalise on their best locations. In a somewhat counter-intuitive moment, the closure of a large number of shops across the country may even mean that the best sites are more in demand than ever. ‘Prime is prime’ is the mantra chanted by those in the retail property world, and practically this tends to point to getting the most out of places that are in demand. For retailers this means that while they may wish to be in a particular shopping centre or in the middle of an in-demand high street, they may struggle to afford the rent. Yet having to settle for second best might seem a poor move. So what is to be done? One answer is clustering. If rents in prime locations are on an upward trajectory, the chances are good that those already in such favoured places may opt to take smaller units when the time comes for rents to be reviewed (which does seem to happen with ever-increasing regularity). There is also the question of how much space you actually need to make some kind of retail statement that will chime with shoppers. The answer is: probably less than you currently trade from, and this being the case, there is a certain amount of shop-in-shop action to be had. At this point it’s perhaps worth noting that nothing is fixed in stores. Three examples suffice to show what’s happening. Decathlon, the purveyor of sportswear and equipment from large edge-of-town sheds, has recently opted to open in small spaces within branches of Tesco; while over the past year DIY giant B&Q has been opening shop-in-shops within Asda
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superstores. Now take a moment to consider Next, which is gradually morphing from being a clothing retailer to a quasidepartment store in which everything from Paperchase cards to a cup of Costa coffee are available. On the face of it, you might struggle to understand why anybody on an Asda food shopping mission would take a moment to buy some paint brushes and a few tins of paint. But they do, and there are benefits for both parties. For the host retailer, excess space is quickly (and profitably) used up and where they might have had to spread themselves thinly, such retail husbandry becomes a little less urgent. For the tenant (because that is what the shop-in-shop owner is) there is the benefit of being part of an organisation that has reliable footfall and is in a winning location. The real point, however, is that the whole is a lot bigger than the sum of the parts. By putting several retail brands under one roof, a destination is created of the kind that will attract shoppers who might not normally frequent the players, were they to trade on their own. So what about toy shops? Could they be part of this form of clustering - and would host stores welcome them? Probably, for no better reason than that keeping a big space filled and making it meaningful for the shopper is a challenge, and hope does tend to spring eternal when it comes to new ideas in retail. A toy shop in a hypermarket then? Of course, there is precedent for this, as evidenced by Sainsbury’s store in Selly Oak, Birmingham, which boasted a Chad Valley (owned by the grocer) toy space when it opened in 2018. Now transfer this line of thinking to your toy store and imagine whether it might flourish in an environment of this kind. Or perhaps it might work in Next. The fashion retailer has a large kids’ clothing department and on this reckoning, a toy shop might fit in as part of the mix. In truth, there is almost nothing that wouldn’t sit comfortably alongside something else, and the only caveat is don’t try to gain entry to a big store that already covers what you do, to some extent. Clustering makes sense in the current climate. Do it well and you could find yourself with an arm of your business in a location that it might not have crossed your mind to consider. In theory at least, everybody’s happy. And what’s the worst that could happen? You pull out again. Surely this must be worth a second glance, at least?
By putting several retail brands under one roof, a destination is created of the kind that will attract shoppers who might not normally frequent the players, were they to trade on their own
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John Ryan is Stores Editor of business magazine Retail Week. He has worked for the title 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.
THE INDEPENDENT
OPINION
Diary of a toy shop Spring is in the air for our new columnist Maggie Tibbenham, director of Imagine Toy Shop in the West Yorkshire village of Holmfirth
I
t’s a very exciting time for me here in the lovely Holmfirth village, as this is my first Diary of a Toy Shop column and January (the most dragging month of the year) is finally over. I never look forward to January because it’s so quiet. No one thinks much about toys, because games and jigsaws received for Christmas are still being played, and customers are paying off their credit cards. Having said that, it’s my favourite time for planning ahead - such as moving my shop layout around, which I do often. I’m super creative and as a little independent toy shop, I must always think about how to allow people to get as much from their visit as possible. I noticed that customers quickly got used to seeing the same shelves covered with the same or similar products so, what was on the left I move to the right, what was on top shelves I move to the bottom, and when a new season is coming, I gather and showcase the best toys for that time.
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I'm super creative and as a little independent toy shop, I must always think about how to allow people to get as much from their visit as possible
This year I didn’t go to the Toy Fair. Well, to be honest, I’ve never been! I keep promising myself that next year I will go, but when the time arrives, I can’t commit to it because of lack of childcare or simply because of the hassle involved in going there. Not that I’m lazy - far from it! I think over the years I’ve turned into such a country girl that a day trip to a big city seems too much for me. If it comes to the Toy Fair, I can always count on a few fellow
MARCH 2022
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Show business
toy shops who, being much closer to London, go and supply me with hints and details of all their finds. My favourite exhibitions, which I always go to, are the Spring and Autumn Fair at the NEC. Gosh, the Spring Fair was so big this year! It felt like the good pre-Covid vibe was back in full swing. I always do the whole toy area first, and then spend a couple of hours in the gift area. And this year I’m particularly glad I did because I found a lovely company called Santoro. Their desirable range is called Gorjuss and it’s stationery, cute bags, key rings and purses for slightly older girls. What I like about it is that it’s so different, and for those little madams who are a bit fed up with pink unicorns or turquoise llamas, it’s perfect. As you can see, I’m not only a toy shop. I sell children’s accessories and even clothes (Blade & Rose baby leggings are a MUST!). I’m also excited about Timio from Toynamics. I wasn’t convinced at first that I should order it at this time of the year, as its price appears to be perfect for a Christmas present, but I couldn’t resist. The Tonies Box sells super well for me and this seems a bit similar but very educational. I haven’t decided yet, but I might offer it with 10% off for the first few customers, hoping they will love it as much as I do and the word will spread. I’m looking forward to spring and dressing my shop in sunflowers and tulips, and getting it ready for Easter. My bones just crave some warmth but, being close to the Peak District, we could expect snow this month. That makes me think I should always have
sledges in stock (just in case) but it’s been a bit of a struggle to get them. I hope one of my local wholesalers has them in stock. I remember during one of the 2020 lockdowns, sledges were the only product I sold for a few good weeks (via click and collect). I must have sold 60 of them..
Digital world A new year brings new ideas. A couple of years ago I built my online shop myself (which made me feel pretty proud) on the Wix platform. As well as this, I have an app for my shop connected to my website and I cannot praise it enough. It’s much more personal than a website: customers can chat to me instantly and they know who sits and responds to them on the other side of their screen. They leave comments for deliveries and send enquiries or just good vibes supporting small business. Through the app, I can then control my website too and have it all managed at once just from my mobile. Talking about my website... Being a small shop I didn’t have an efficient stock logistic system in place, which resulted in a bit of a nightmare trying to manage what was sold online and what was still on the shelves. So this year I need to focus on how to make this more manageable. I’ve sacrificed some space in my back room and created a designated area only for online stock. Such a simple idea, but it took a good two weeks just to do that. With an updated website that has a new logo, plus the addition of fantastic new products and free local delivery, I’m hoping for a good outcome.
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CONSUMER
INSIGHT
The changing world of play Toys must fulfil multiple roles in family life now, so toy brands should diversify as much as possible, says Nick Richardson, CEO and founder of The Insights Family
T
he purposes that toys serve for kids and parents continues to grow every day. They are a form of self-expression, as kids can personalise certain aspects of toys and collect their favourites. Toys are a medium for education and parents are increasingly recognising the value of edutainment, with 11% of parents with kids aged three to nine in the UK doubting that schools are the best place for education. Play is widely acknowledged as a wellbeing medium that helps kids, meeting the rising concern among both children and parents for both mental and physical health. Traditional toys are being integrated into the digital and gaming ecosystems as an extension of immersive augmented reality and VR technologies. Furthermore, 83% of parents across the markets that we cover agree that they would like their kids to occupy the online and offline worlds equally. These factors show how the ‘one-size fits all’ approach is no longer functional, as toys continue to occupy a huge space in the family ecosystem, alongside the rise of digital hobbies. As we look to the future, there are huge opportunities for brands to maximise the different uses of toys. Kids Insights data indicates a change among the toy preferences of kids in Europe. While in both Q2 2020 and Q2 2021 construction toys ranked as the top favourite toy category, this market share has decreased by -33% with kids aged six to nine over the past months. Moreover, soft toys have shown a -26% decrease in popularity in the past year; however they have also moved from third to second most popular toy type. This shows how children’s preferences are being more thinly spread across different toy categories. There has been a trend of kids buying toys with a collectable element, such as trading cards, with their own money. For regions where we have sufficient data, trading card purchases increased in 2021 compared with
2020 by kids aged six to 12 in France (+19%), Germany (+13%) and Canada (+3%). Specifically, this uptake in interest in trading cards began around September 2020, when children were beginning to return to school after various pandemic restrictions were eased and the school year began. This suggests a social aspect to trading cards and collectables, where friends can share their interest. Naturally, collectables present a very advantageous set of opportunities with the world of licensed IPs. Curating sets of toys around well-known brands that already have loyal fanbases is a sure-fire way to increase brand advocacy - and also a way to cement brand partnerships. For example, POP! Funko product lines have successfully showcased the increasing demand for collectable ranges - spanning the worlds of gaming, music, film, food and TV; BTS, Pokémon, Harry Potter, McDonald’s and Marvel all feature in recent lines. When comparing 2021 to the previous year, for example, those kids who bought or planned to buy collectables in relation to their favourite TV show increased across all age ranges in Germany, particularly for tweens (+24%), younger teens (+33%) and older teens (+47%). However, as we previously established, parents have also adjusted their expectations of play and what the activity should offer their children. Perhaps there is more to play than just fun. Certainly, the majority of parents surveyed by The Insights Family believe that this is the case, with only 7% believing it is about having fun only - the lowestranking criteria recorded in our data portal. On the market today, there’s a range of products seeking to unlock these other benefits for kids during playtime. For example, 10% of India’s parent population (of parents surveyed in India between July and December 2021) prioritise science/maths skills the most
when it comes to play-related benefits for their kids. Interestingly, younger parents are more likely to prioritise this, with Gen X parents almost twice as likely to list science/maths skills as the primary benefit derived from play when compared with Baby Boomers. This trend applies to the wider population too, with Millennial parents 10% more likely than Baby Boomers to prioritise this on a global scale (all data taken from parents surveyed in India between July and December 2021). STEM toys are becoming essential to inspire the next generation of kids towards the field. In the US, children aged six to nine surveyed between July and December 2021 who play with these toys are 62% more likely to aspire to be a doctor when they’re older compared with the average kid their age, while being twice as likely to want to become a scientist. Similarly, US six-tonine-year-olds who report electronic and digital toys to be their favourite are more likely to aspire towards becoming engineers (+19%), and 16% more likely to pursue a career in IT/computing (data taken from July-December 2021). With more IPs and content available to kids every day, it is key for toy brands to provide an offline touchpoint through which their young audience can engage with their favourite properties. Brands should diversify their product offering into many toy categories to engage the widest audience. This could mean an opportunity in the edutainment sector for kid-centric IPs to license toys and games with an educational element, giving children an opportunity to interact with their favourite characters in the offline space, while providing a distinct benefit that their parents can connect with.
The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviour, and consumption patterns. Kids Insights surveys 7,780 children every week aged three to 18. Parents Insights surveys more than 3,800 parents of children between the ages of one and 16 every week. Both services operate in 22 countries across six continents and in total survey more than 469,040 kids and 228,800 parents a year. This means that the company interviews a new family member somewhere in the world every 45 seconds.
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07/03/2022 16:26
MEDIA
ANALYSIS
Are you ready for the Metaverse? T
he Metaverse, or Web 3.0, is coming (or is already here, depending who you listen to). But what is it? And why should brands be paying attention? The Web 3.0 will function much more as a new digital economy, allowing users and brands to own currency, content, NFTs [Non-Fungible Tokens], online real estate - you name it - via blockchain [a digitally distributed public ledger that exists across a network]. The concern is, however, that as much as this appears a democratic approach to building the Metaverse, the reality is that at least initially it will be formed by major corporations with the budgets to match their ambitions. Gaming has Facebook’s ownership structure has recently rebranded been, and will to Meta; Disney has outlined continue to be, that the Metaverse lies at the the gateway to heart of its future investment the Metaverse for strategy, and Epic Games has the majority of announced a $1 billion fund to both users and build its vision of the Metaverse. The good news is that to make advertisers their visions of the future successful, they will need to create something that benefits and engages users, which other brands can then capitalise on. So, what should you be doing right now with your brands? Outside the growing field of Crypto-based digital worlds, gaming has been, and will continue to be, the gateway to the Metaverse for the majority of both users and advertisers. In practice however, early attempts at Metaverse advertising amount to little more than ingame advertising. Gaming platforms should be considered as a fundamental part of any effective advertising strategy alongside the likes of YouTube, social media and linear TV. After all, there are more than two billion active gamers worldwide, and placing seamless advertising (such as in-game billboards) can enhance brand awareness. This is particularly important for children’s brands, given that according to TGI data, 40% of Gen Z play mobile games, rising to 64% for Gen Alpha (based on Giraffe Insights’ Little Voices Survey of children aged six to 12). The key to benefitting short term within the Metaverse is understanding how it can best meet your objectives, while not getting caught up in the hype unnecessarily, and investing over the odds in something that does not. Look at what Nike has done, for example.
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The Metaverse is here, says Kate Moncur, associate director of Generation Media, and brands need to understand it and know what they should do to make the most of it
Nikeland, built in online game Roblox, offers players the opportunity to interact with gaming content designed specifically for the type and demographic of player that Nike wants to engage with, while offering opportunities to build brand awareness and encourage physical purchase by styling your avatar with Nike products (see images). The budgets required to build areas such as Nikeland are beyond most toy brands, but there are plenty of cost-efficient ways to enter the Metaverse. Partners within the gaming space such as Playwire and Venatus offer dynamic in-game billboards placed throughout popular Roblox games, at an extremely cost-efficient rate and with minimal entry costs. There’s also the ability to run in-game contests, which are sponsored by your brand, tracking in-game achievements to reward gamers for their favourite pastime. Recently activated by Kellogg’s, users were served with in-game notifications and newsletters as well as the contest itself - all layered with Kellogg's branding. The future of the Metaverse will be far more enriching for brands as big businesses increase their investment in the infrastructure required to build their visions. Instead of being restricted to the sandbox experiences of the present, imagine instead children entering a virtual world that is procedurally generated based on their preferences and previous interactions. These worlds will not only be populated by fellow users, but also unique AI companions built on how the child chooses to interact with this world. To find out more about how we can support your brands within the Metaverse, please get in touch.
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 or email contact@generationmedia.co.uk to learn more
DON’T MISS… Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now!
Product: Kingdomino Origins Company: Coiledspring Games Tel: 0203 3011160 Web: www.coiledspring.co.uk
Product: 4.5ft Interactive Lights Junior Trampoline and Enclosure Company: Plum Play Tel: 0344 880 5302 Web: www.plumplay.co.uk
Product: LEGO Vespa 125 Company: LEGO Tel: 00800 5346 5555 Web: www.lego.com/en-gb
Company: PopHeads Product: Howard Robinson Selfies 3D Card Craft Kits Email: hello@popheads.co.uk Web: www.popheads.co.uk
Product: Mr. Men Little Miss Tonies Company: Tonies Email: sales@tonies.com Web: www.tonies.com
Product: Dress up Nelly Company: Orchard Toys Tel: 01953 859539 Email: sales@orchardtoys.com
Product: B-Kind dolls Company: Simba Smoby Toys UK Tel: 01620 674 778 Email sales@simbasmoby.com
Product: Baff Bombz Magic Brush Company: Zimpli Kids Tel: 0845 459 1818 Web: www.zimplikids.com
WHAT’S N WH Throw, catch and fold
Ride in style Wilton Bradley 01626 835400 www.wiltonbradley.com Wheeled toys have long been a specialism of the Wilton Bradley team, with many years of experience indeveloping premium products. The company has been creating a real buzz around its new Xootz Ride-On electric wheeled toy range and is working with the best factories to create officially licensed products that are exclusive to them in the UK. The Xootz Bumper Car Electric Ride-On allows little ones aged three-plus to spin a full 360 degrees at speeds of up to 0.75mph. With its simplified joystick controls, there is no assembly required. Simply connect the battery wire and it’s ready to go. Or children can leave a blizzard of bubbles while they zoom along on the Xootz Bubble-Go in pink or blue. Watch their faces light up as they ride along on the three-wheeled scooter and bubbles magically appear! Simply add bubble solution to the front-mounted bubble machine and watch as hundreds of bubbles blow away in the wind behind. The design is simple to control and steer thanks to easygrip handles and an anti-slip footplate, making it ideal for youngsters aged three-plus, with a handlebar that can be adjusted for heights between 64cm-70cm. Finally, growing on the success of the BMW K1300S and Police Motorbike, Wilton Bradley has secured the licence for an eye-catching Ducati. Youngsters can make dad jealous with the Xootz Ducati Panigale 1299RR Electric Ride-On Motorbike. Suitable for kids aged three to seven, this is the closest they will get to the real deal, with official Panigale branding and all the premium features that go into a full-sized bike. Safe and exciting, with a maximum speed of 6.0km/h, this ride-on will quickly become a child’s prized possession. With a rechargeable 12V battery, realistic engine sound and working front light, this ride-on has real presence.
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Bigjigs Toys 01303 250400 BigJigsToys.co.uk Bigjigs has launched a range of eco-friendly Flexible Flyers. The lightweight 100gram discs are made from food-grade silicone (a safer alternative to plastic) which means they are soft and easy for little hands to practice throwing and catching. They are non-stick, stain-resistant, and easy to clean, with sand and mud dropping off quickly with a gentle rinse. The 18cm Flyers can be rolled and squashed without breaking, or even folded up and placed into pockets, bags, and suitcases. Once unfolded, the flyers simply pop back into shape with no crease marks. They are almost impossible to rip, tear or damage, and are a great long-term solution to play time, with 12 colours including primary and pastel shades to choose from.
Build your own fun! Paper Engine 023 8062 5855 www.buildyourownkits.com Build Your Own Pinball Machine is a STEM-inspired eco-friendly take on the traditional arcade game. Launch swirly glass marbles using the quick-start spring-loaded button and let the fun begin! With a bold and striking design, it’s easy to assemble with slot-together techniques, and is made using sustainable cardboard. Next, elevate your vision with Build Your Own’s STEMinspired eco-friendly Periscope. Lightweight and ergonomically designed with a wide viewing area and extendable telescopic tube, it is made using sustainable cardboard. Finally, Build Your Own’s Endangered Animals Mini Builds are kits that children can build with grown-ups using slot-together techniques. Made from sustainable cardboard and paper, choose from White Rhino, Snowy Owl, Mountain Gorilla and Hawksbill Turtle. The kits come with a press-out fact stand to help children learn about the species.
NEW Bruder brings a special delivery Bruder +353-6763800 (Alpha Toys Ltd.) info@alpha-toys.co.uk www.bruder.de DHL is one of the world’s leading logistics service providers, offering customers a wide range of shipping services at its branches. There is now a DHL Shop from Bruder, with equipment and a figure. Here, parcels can be picked up and dropped off, shipping boxes purchased, and other services used. The employee included in the set will be happy to help with any questions!
Learning
The DHL shop is the perfect complement to the DHL Sprinter. The latest version of the Mercedes Benz Sprinter is also one of the most successful models in the light vehicle category. DHL uses the Sprinter as a delivery vehicle. The driver's cab door and rear doors open, and a particular highlight is the newly developed sliding door on the co-driver's side. The model is equipped with a DHL driver, pallet cage and typical DHL shipping packages.
PIC CREDIT: Spice Girls ©Rankin 1996 / LEGO Brickheadz Spice Girls ©The Lego Group & ©RANKIN 2022
made fun Orchard Toys 01953 859539 sales@orchardtoys.com
Number Bears is Orchard Toys’ new hero educational game. Aimed at children aged five-plus, it’s the perfect introduction to addition and subtraction, which helps teach number bonds in a fun way. Gameplay involves players racing their bear safely home to its cubs by turning over number cards and solving mathematical problems. As well as a game it’s a learning activity and teaching aid, making it a great tool for parents, enabling them to support their children.
Adding some Spice! LEGO
00800 5346 5555 | www.lego.com/en-gb Five of the most recognisable figures in showbiz history have burst on to the stage in LEGO brick form, with the LEGO BrickHeadz Spice Girls Tribute set. This is a world first, as actual people have never been immortalised in the LEGO BrickHeadz style before now. In celebration of the new LEGO set, world-renowned photographer Rankin has brought the brick band to life by recreating images originally shot in his studio, but this time featuring the LEGO BrickHeadz quintet. The set comes with mini versions of each Spice Girl, equipped with microphones and stands. Every detail that gave the girls their iconic style has been faithfully captured in brick, from hairstyles to clothing. The LEGO BrickHeadz Spice Girls set is available from LEGO stores and on Lego.com/Spice-Girls from March 1. Spice Girls fans can also get their hands on a signed set by entering a sweepstake on LEGO VIP from March 1. For more details visit www.lego.com/VIP. In addition, a LEGO BrickHeadz Spice Girls Celebration Weekend will be held at the LEGO store in London’s Leicester Square on March 5 and March 6, where fans will get the chance to star in their own magazine front cover, meet the LEGO Spice Girls BrickHeadz in their own individual worlds, and dance along to some of the Spice Girls’ hits.
MARCH 2022
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Mum Amy says: “My nine-year-old son Jayden’s first impression was ‘wow, these are cool’. He particularly liked the colour and detail used on the boards, and recognised some of them from actual branded skateboards. Jayden really liked the fact that the Vert Wall came with a grind rail too, adding to the play features as more than one person can play and this also makes it more realistic according to him. Jayden enjoyed mixing the boards up and playing with all of the different ones, and loved that the X-Connect Bowl Builder and X-Connect Vert Wall included an additional skate board with them. He really liked that these are used with your fingers/hands and you can practise and learn skills. He also looked Jayden says: at some YouTube videos to get some tips on tricks and “I looked at game play! SK8 Shop Bonus Pack (styles vary) I was delighted that Jayden seemed so excited by these YouTube video s toys. The colours are great and they seem really well made. ■ Real skateboard graphics: to get some ti ps The X-Connect Bowl Builder and X-Connect Vert Wall feel includes six fingerboard decks with on tricks’’ sturdy and designed to take impact and rough play. I love ‘authentic graphics from the biggest the attention to detail too. The X-Connect Bowl Builder and brands in skateboarding’. X-Connect Vert Wall are brilliant: they are very realistic and look ■ Customisable boards: build and like ramps in a real skate park - just scaled down for the smaller customise three complete mini decks. And I like the variety offered by the fact that the decks can be switched skateboards any way you want around and the boards changed just by adding different wheels to them. with decks, wheels, stickers, a tool Jayden has been showing his younger brother Ronnie how to play with the and more. skateboards. I think they are targeted at the correct age group (six-plus) X-Connect Bowl Builder (includes but I do feel that younger sensible children could use them too (as exclusive Enjoi Tech Deck Fingerboard) long as you were aware of the small nuts and other bits with them). and X-Connect Vert Wall (includes Jayden loved the idea that someone who likes skateboarding exclusive Danny Way Plan B Tech Deck but has disabilities, such as the loss of use of their lower limbs, Fingerboard) would be able to use these with their hands/fingers and still be able to do tricks as if they were on a skateboard. ■ Customisable park: design and We were both pleased that the Bowl and Vert Wall were easy build a custom mini skateboard park to fit together. It’s great that they can be put together - and other with the Tech Deck Bowl Builder parts can be purchased to add on too - to create one huge X-Connect Park. skate park. They are very robust, with eye-catching designs, ■ Creator and Vert Wall ramp sets: and the attention to detail is brilliant: a lot of thought has set up different combinations using gone into the design and structure, and has clearly been the assorted ramp pieces. done by people with a passion for skateboarding. ■ Combine multiple sets: with the These really are fantastic toys and Jayden has loved X-Connect Park Creator series reviewing them. He has already played with them for a ramps, you can connect any X long time, and plans to show his other brother how to Connect set to build the ultimate play with them too. He’s facility for you to shred. eager to get more sets for his birthday to expand his “A lot of thought has gone Spin Master collection!” into the design and structure
About the products
Mum Amy says:
- clearly done by people with a passion for skateboarding’’ 22
01628 535000 www.spinmastertoys.co.uk
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AIS head of toys & children’s gifts Rosie Marshall
‘On track for a
bumper edition’ Formerly The Independent Toy & Gift Show, the rebranded INDX Toys & Nursery Show is set to become the new favourite in the toy and gift buying calendar, according to organiser AIS (Associated Independent Stores)
T
he long-established Supplier’s eye Independent Toy & Gift The show is Show resumed its live always a pleasure format last September to attend. We and had positive feedback from exhibitors and visitors alike. meet some A month later, the exhibition of our largest announced plans to join the INDX independent group and rebrand as the INDX retailers there Toys & Nursery Show. INDX (short and it’s a good for Independent Exhibitions) is environment for organised by the buying group Associated Independent Stores furthering those (AIS). The INDX portfolio covers 12 relationships sectors across fashion and home Nick Saunders, Sales & and delivers more than 20 business Marketing Director, and buyer-focused shows per year. Brainstorm
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All the events take place at AIS’ own exhibition venue at Cranmore Park in Solihull (just five minutes from M42 J4 and close to major travel networks). The shows are attended by both AIS members and non-member buyers from department stores, garden centres, specialist outlets, boutiques, and standalone shops. As part of wider expansion plans, alongside Sports & Leisure and Beds & Bedroom, Toys & Nursery is the latest category to join INDX.
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What: INDX Toys & Nursery Show When: Wednesday April 6 9am-5pm and Thursday April 7 9am-5pm Where: Cranmore Park Conference & Event Centre, Cranmore Avenue, Shirley, Solihull, West Midlands, B90 4LF INDX website: www.indxshows.co.uk Registration link: www.indxshows.co.uk/indx-home/toys-nursery/registration Cranmore Park location: www.indxshows.co.uk/visit/how-to-find-us
Social media: @INDXHome 24
The addition of Toys & Nursery strengthens the existing INDX Home portfolio, which already includes Furniture, Housewares, Linens, Beds & Bedroom and Gift Food. Now, the AIS team co-ordinating the newly rebranded INDX Toys & Nursery Show says it is ‘on track to unveil a bumper edition’ when the two-day presentation arrives at Cranmore Park on April 6 and 7. With more than 12 years’ experience in the toy industry, the team says the exhibition will showcase products from marketleading brands across traditional toys, licenced products, preschool toys, and children’s gifts, along with the latest trends, previews of upcoming launches and ‘surprises at every turn’. Buyers can meet with a diverse array of exhibitors from the world of toys across the two days and visit suppliers with bespoke show offers and curated ranges for a wide variety of retail spaces.
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Confirmed exhibitor list* ABGee, Artstraws, Asmodee, BamBam, Bandai, Basic Fun, Bertoy, Best Years, BIBS, Bigjigs Toys, Blueprint, Brainstorm, Casdon, Character Options, Cheatwell Games, Clementoni, Cozy Time, Craft Buddy, Depesche, DKB Toys and Distribution, DKL-Beysal, Epoch Making Toys, Flair, Floss & Rock (Atelier), Funrise, Gibsons, Golden Bear, Hachette Board Games, Halilit, The Happy Puzzle Company, Hasbro, IMC Toys, Inside Out Toys, Jakks Pacific, James Galt, John Adams, Juratoys, Just Play, Kayes of Cardiff, Keel Toys, Keycraft, Kidicraft, Learning Resources, LEGO, Little Concepts, Lumimi, Mad Group, Magformers, Magic Box Toys, Marresa, Marvin’s Magic, Mattel, MGA, Zapf Creations, Mookie Toys, Robovision, Moose Toys, Muddleit, Naylor Activity Tunnel, One For Fun, Orchard Toys, Papo, Peterkin, Playmobil, Playmonster, Rainbow Designs, Ravensburger, Redlands Distribution, Royal Brush, Schleich, Sequin Art, Simba, Canal, Hexbug, Smart Toys, Spin Master, Thames & Kosmos, Toynamics, Ty, United Wheels, University Games, Vivid Goliath, VR Distribution, VTech, Yotoplay. *Correct at the time of going to press
visiting buyers with Buyer’s eye a more inclusive I attend a presentation.” Next month’s lot of shows, edition of INDX Toys & from toy to Nursery has secured gift, stationery, an impressive exhibitor nursery, beauty, attendance featuring global suppliers book fairs such as LEGO, Mattel, and more - in MGA, Character 2019, I visited Options, Hasbro, Spin a record 27 Master, Playmobil and Moose Toys. shows! Without And following the doubt this is my increased consumer favourite by far demand for products - I’m a big fan. made using green methods and created Smoothly run, from alternative with easy access, materials, the theme comfortable and of this year’s show welcoming, this is will shine a spotlight on sustainability, and the show of the visitors can enjoy year for me. focused merchandise Liam O’Shea, Buying displays featuring Director, Wicked Uncle examples of these innovative eco-ranges. INDX Toys & Nursery is open
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to all retailers, and offers free admission, free on-site parking, and complimentary refreshments to all visitors. AIS says attendees can expect a friendly, relaxed, and professional buying environment in which to network and connect with the toy industry. Visitor registration can be completed via the INDX website at www.indxshows.co.uk/indxhome/toys-nursery/registration. Further show updates and news can be found on the INDX website and by following @INDXHome on social media.
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AIS head of toys & children’s gifts Rosie Marshall said she is “looking forward to unveiling a fantastic show” and introducing visitors to a new category for the event: nursery gifts. She commented: “We are very excited to be joining the INDX shows. The Independent Toy & Gift ethos has a lot of similarities with the key values that the INDX brand stands for, such as providing a business and buyerfocused approach to shows and a commitment to meeting the diverse requirements of today’s retailers. We are therefore delighted to be joining the INDX family and welcoming everyone to the launch show in April. “Rebranding to INDX Toys & Nursery has given us the perfect opportunity to explore new product categories and we believe that adding nursery gift suppliers to our existing exhibitor mix will evolve the show. Introducing brands that specialise in nursery gift products, including accessories and soft furnishings, will provide
Did you know? The theme of the show will shine a spotlight on sustainability and visitors can enjoy focused merchandise displays featuring examples of innovative eco-ranges MARCH 2022
25
RETAIL
OPINION
Talking retail
If you wo uld like t o take pa in Toy Ta rt lk, we’d lo ve to hea from you r . Please e mail clare@lem apublishin g.co.uk
TnP loves to hear your views. This month we ask retailers what’s selling well, and what caught their eye at Toy Fair
Amanda Alexander Owner, Giddy Goat Toys Didsbury, Manchester What’s selling well for you? Tonies were the standout for me in January and February in terms of shop and online demand. I think a lot of parents bought Tonie Boxes for their children for Christmas and are now adding to their collections. Pokémon cards continue to be big in demand with my local customers. When you visited Toy Fair, did you find any exciting new products that you plan to stock?
Joseph Pulfrey Senior Buyer Hobbycraft Group 100-plus stores across the UK What’s selling well for you?
“Wood craft, wood accessories and wood kits including beads are all flying, and we’ve seen a big jump in sales of science kits”
As usual with Hobbycraft, it’s all things art & craft that drive our sales, whether that’s kits for crafting projects or the raw ingredients such as paints, stationery, craft accessories, paper, card, and glitter. Some specific areas have shown some notable growth in the past few months and have really stood out: Wood craft, wood accessories and wood kits including beads are all flying, and we’ve seen a big jump in sales of science kits. Craft kits are always the big stars of Christmas sales and this year it was science & nature leading the way.
Not so much ‘new new’ toys, “I’m adding but lots of ‘new to us’ toys. In fact, I found it hard to choose depth and and could honestly fill a shop choice to twice the size of the one I have… but I’m adding depth and choice our current to our current ranges. So, for ranges” example, I ordered the eco plush range from Keel Toys, a range of Paw Patrol figures and vehicles, plus the Kaloo range of dolls from Jura and some Barbie dolls - two very different products to stand alongside the range of rag dolls and Lottie Dolls from Bigjigs Toys, which give customers more choice. I check the search terms on our website and go by requests I receive from customers when deciding on new lines.
Julia Wingate Owner, The Trading Post Kingsbridge, Devon What’s selling well for you? Half term has just started and the new lines from LEGO, Ty, Tech Decks and Nee Doh balls are selling fast. When you visited Toy Fair, did you find any exciting new products that you plan to stock? I loved seeing it all and it’s hard to pinpoint the top toys I liked but we are definitely going to stock Nee Doh balls, Adoptables from Keel Toys, and the Asmodee card game called So Wrong It's Right. 26
Debbie Maloney Senior Manager, Austins Department Store, Newton Abbot, Devon What’s selling well for you? Squishmallows, Heroes of Goo Jit Zu, Hot Wheels, Sylvanian Families, and LEGO.
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“Our pocket moneypriced toys are selling well - it must be all the saved-up pennies from Christmas”
“The new Zimpli Kids range looks great” Jade Oliver-Deacon Owner, The Toy Shop, Okehampton, Devon
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What’s selling well for you?
Julia Lowe Owner, Farm Toys Online www.farmtoysonline.co.uk
Djeco craft, Tonies, Eugys [sustainable paper craft toys], Tender Leaf Toys wooden toys, Zimpli Kids slime, bath bombs and gelli play, Ty plush toys, Lanka Kade wooden toys and the Make It Real range supplied by A.B.Gee.
What’s selling well for you?
When you visited Toy Fair, did you find any exciting new products that you plan to stock?
When you visited Toy Fair, did you find any exciting new products that you plan to stock?
Yes, I like the look of the Paper Engine products [build-yourown sustainable cardboard toys], which I will be bringing into the shop shortly. The new Zimpli Kids range looks great and I’ve already had a delivery of their new bath bombs and eco and biodegradable products. I also like the look of the Yoto Mini and have a meeting booked with their agent for the south-west.
Absolutely! We spotted the new Schleich Horse Club Beauty Horses with hair, which we believe will be a real hit among our younger collectors. We also caught up with The Den Kit Company and are delighted by its new range of fantastic activity kits.
Our pocket money-priced toys like our Siku Mini range, books and DVDs are selling well - it must be all the saved-up pennies from Christmas.
Vicky Brown Owner Just Williams Two stores in Dulwich, London and Beckenham, Kent What’s selling well for you?
Martin Blyth Director, Heart of England Wildlife Park Worcestershire What’s selling well for you? The new Schleich novelties for 2022 are selling extremely well. Demand for the Eldrador mythical creature range remains very strong and the impressive new Jungle Emperor figure alongside the incredible Lava Smasher continue to sell out almost as quickly as they arrive in-store. As the seasons change and we approach spring, we are noticing increased demand for the Living Nature plush range from Keycraft. The adorable Farmyard animals in its range have started to become increasingly popular as the days get longer and the leaves start to burst on the trees!
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Zac Chapman Toys Buyer, Downtown Boston and Grantham What’s selling well for you? LEGO continues to be a fantastic seller for us. And our range of slime, bath bombs and sand from Canal Toys has been a fantastic addition to our department; sales have been really good. When you visited Toy Fair, did you find any exciting new products that you plan to stock? Simba Smoby Toys UK has some very excitinglooking product, which we have introduced into store straight away.
Apart from Pokémon and Squishmallows, we are selling a lot of arts & crafts. This is across all ranges, from Play-Doh to colouring books to make-your-own kits. So, we have been rotating the ranges we stock to keep it fresh.
When you visited Toy Fair, did you find any exciting new products that you plan to stock? Where do I start with new and exciting products? Well, we are looking to stock DinosArt and restock on Nebulous Stars. We’re very excited about the new Hexbug Real Bugs, the GooZonians from Character Options, and the new Robo Alive range from Zuru. Our current suppliers never let us down with new products to their ranges such as Avenir’s Design & Dress Up Kits, Orchard Toys’ Goose on the Loose game, Sylvanian’s characters with hair play features, the CreArt range from Ravensburger - and I love the Instant Camera from Canal Toys.
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RETAIL INTERVIEW TOY GALAXY
Riding the rollercoaster
TnP talks to Bhav Patel, managing director of Toy Galaxy, finalist of the Independent Toy Retailer of the Year (multi store) Award How did you feel when you heard the news that you were a finalist? Any recognition is always very pleasing, and you feel quite proud. But being recognised within the industry is even more rewarding.
Why did you decide to open a toy shop?
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Customer confidence is definitely there and improving, so we are hoping there are no further variants that can halt or hamper the slowly growing momentum
Toys have always been in my family: my parents owned a number of stores throughout my childhood. My father had a great business mind, and it was something that was instilled in me from a young age, and thankfully still is. Seeing his work ethic and dedication was always a huge inspiration, and something I greatly aspired to, which made my decision to open my first store a very natural and effortless transition in my career path. My background has always been business-focused, having done a degree in business administration as well as marketing. I worked for the
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VOA [Valuation Office Agency] while at university and after graduating - it was my first and last job before deciding to start Toy Galaxy.
Tell us about Toy Galaxy. We have five stores in Barnet, Witney, Ealing, Hatfield and Watford. I opened my first store in Barnet in 2005, and relocated it several years later a few doors down the high street to an ex-Blockbusters site, which more than doubled my retail floor space to 2,200sq ft. I acquired my second store, Witney, in 2008. It was a business that had been established for decades, so for me, the challenge and opportunity was something I was hungry and eager to dive into. That store expanded my range from toys into cycles and nursery. It had a very large footprint of 3,800sq ft, which was a huge leap in size from what I was accustomed to. The Ealing store opened in 2012 and is 2,900sq ft over two floors. Hatfield was a store set up in an outlet mall in 2018. Having started as a temporary pop-up, it still remains with us as it’s proved to be a great addition to the business. At a mere 750sq ft, it’s the smallest of all the stores.
The most recent store, Watford, opened in November 2021 in the Atria shopping centre. It measures 1,800sq ft and was previously occupied by the Disney store. It’s a great fit for the business both in terms of location and the general layout and design of the unit.
How would you describe your range? We aim to cater for a wide age range spanning new-borns to adults. Due to the size constraints of our locations, it’s not always possible to offer extended ranges or choices, but we ensure that we have a reasonable offering across all major categories and brands. We tend to focus on modern toys, branded items and TV-related lines. But saying that, we always have a number of traditional and classic lines to some extent. So there’s always a selection of wooden toys and, within every category, there’s always a focus on the basics.
What are your key categories? Board games is definitely a key category - it’s one that’s a constant throughout the year but in Q4 it seems to really step
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Top
Best Sellers
■ Pokémon ■ Barbie Colour Reveal ■ Hot Wheels ■ LEGO Minifigures ■ Ty Squish-a-Boos
up. Another is construction: LEGO is our biggest brand by a long mile but if we were to take LEGO out of the equation, I’d still consider construction very highly up there because brands such as Meccano and K’NEX sell well. They don’t have as much of an offering and don’t have anywhere near as much space, but they are still well represented within our business and there’s demand for these items as well. Vehicles and dolls are other core categories, and key brands such as Hot Wheels and Barbie are definitely well represented: they’re very much asked for and requested by customers. So we tend to have a very decent selection across all our stores. Other key categories include arts & crafts, science, action figures, collectables and infant/preschool.
How many brands do you carry? The list is extensive and forever growing, given that so many individual suppliers carry a number of brands with great lines. It’s fair to say we stock more than 150 recognised brands in our stores.
How many suppliers do you deal with? About 130. As new ones join, there always seem to be a few dropping off, mostly due to us changing our ranges or varying our offering to keep the customer experience fresh. We work very closely with suppliers such as LEGO, Playmobil, Epoch, Asmodee, Ty and MGA, to name just a few.
Are you a member of any buying groups? We have been with Toymaster for more than 14 years, and it’s been a fundamental part of our growth and
MARCH 2022
the past 24 months we’ve had and the impact on public events. It’s been good to finally see products upfront rather than staring at presentations on the screen.
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stability. The direction and focus the group has taken within the last year has further emphasised the benefits to its members. Looking forward, the changes Toymaster is making are going to be the most exciting and progressive its members will see. Having a buying group working with its members to make these changes is what will keep Toymaster even more relevant - now and in the future.
How do you find products?
I tend not to have a rulebook or a set process when it comes to purchasing, which is why I sometimes say my stores look like Aladdin's caves of wonders
I rely primarily on communication from suppliers, through reps or sales agents, to keep up to date on products. Trade shows give a great platform to see ranges, brands and products in the flesh but in truth, without communication from suppliers, many great products can be forgotten or overlooked - especially when placing an order in Q4 for an item you saw briefly in January. The London Toy Fair is a great show to see what brands and licences are really being pushed for the coming year. I attend the Spring Fair in Birmingham too, as it tends to offer a range of suppliers who are not all present at London. This year especially, the return of trade shows is hugely welcome, given
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What's your selection criteria? I tend not to have a rulebook or a set process when it comes to purchasing, which is why I sometimes say my stores (and warehouse) look like Aladdin’s caves of wonders! The main factor I tend to look at is the need or requirement in that particular category for that item or range. If the products are then backed by marketing it adds weight, as you can be more confident that there will be a demand for them. For me, pricing supersedes all of the above. So items that offer great value to the end buyer but also offer enhanced margin will normally bypass the list and be ordered. Keeping a very balanced selection of price points within each category is fundamental to the ranges we stock. I often place myself in a customer’s shoes and look at the value of the item for the retail price. If I feel confident that I personally would put my hands in my pocket, it gives me a lot of confidence that my customers will too. This usually applies to all the generic and unlicenced products we stock.
What’s selling well? It’s impossible to answer this question without mentioning the word Pokémon. Last year, demand was exceptional and it really was one of the biggest drivers for footfall across the stores. Being the 25th anniversary it was clearly going to elevate demand from existing and previous fans. That increased demand did introduce new people to the range,
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RETAIL INTERVIEW TOY GALAXY
which I feel will help maintain its momentum. Collectables have been very popular too, with ranges such as Zuru’s Surprise 5, Spin Master’s Hatchimals and L.O.L. Needless to say, LEGO as a whole and the interest in new releases is always high, but the popularity of the minifigures continues to grow. Demand for Squishmallows has been phenomenal but unfortunately throughout most of 2021 the availability of product was nowhere close to the demand. However, we have worked very closely with Ty, and its range of Squish-a-Boos has been a huge hit. Availability and supply were exceptional last year - especially in December - which ensured our offering in the stores was equally matched by the great sell-through.
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Our aim for 2022 is to really ramp up in-store activities with assistance from some of the leading brands we stock
What lines have you started stocking recently? Recent additions include a reintroduction of the Papo fantasy range after an absence of almost six years from our stores. That has proved very popular so I’m keen to build on that. As well as the usual releases from existing suppliers, we are always on the lookout for new lines that will enhance our offering.
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How has trading been for you over the past 12 months? The past 12 to 18 months have been something of a rollercoaster for us, as well as so many other retailers. As a business we fared well throughout, despite the various restrictions. Many of the restrictions did place pressures on attracting customers to return to the high street, yet as these eased over time, it was evident that the desire to physically shop was present. This was definitely the case for us, as our footfall and trade were up from the last comparable trading year [preCovid 2020]. Customer confidence is definitely there and improving, so we are hoping there are no further variants that can halt or hamper the slowly growing momentum. Looking back, the biggest challenge was the inability to see products upfront. Having to deal with previews and orders electronically does place strain on the process; I feel it’s harder to grasp the key attributes of a product when making a buying decision. This made buying harder and unfortunately some key lines in Q4 were overlooked. But overall, I was pleased with how we traded with what we had.
What have been the main challenges for you? My biggest challenge over the years has been retaining customers who found ease and value in online shopping. In a market where people are very priceconscious, the option of buying online gave customers competitive pricing, quick delivery, and almost hassle-free
returns. This versus shopping on the high street has been a battle we have been trying to manage for years. But there are still many ways we can remain relevant for customers. We continue to aim to be competitive and have lowered and matched more lines in the past 18 months than ever before. Our biggest strength that adds value to a customer’s purchase is the customer service they receive. Giving customers a pleasant experience in a well-presented store are controllable measures that we can take to give that value, which makes a customer’s decision to purchase something here and now so much more impulsive.
How do you maintain the interest of existing customers and attract new ones? We’ve always tried to focus on instore activities, from competitions to demos, while maintaining an online social media presence to inform local customers about what we are doing. Last year, in-store activity was naturally a challenge but our aim for 2022 is to really ramp up in-store activities with assistance from some of the leading brands we stock. Suppliers have thankfully always been willing to assist us, which has been a huge benefit in planning and executing events and competitions. These ensure existing customers continually see value in visiting us. And working with different brands with the use of social media allows us to get the message out there to new customers, who hopefully may then be enticed to visit.
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What’s your favourite toy or game? By far my favourite game is Sequence. It’s a board game that gives me so many memories, but more so because it was my late father’s most favourite game to play. We would spend hours as a family playing it and that’s something that has continued. I recall when he was in hospital and would play the game, not only with other patients but also with the nurses that looked after him. When he was discharged, he asked me to bring over 15 copies of the game as he wanted to gift it to them, because they too loved playing it. It’s a brilliant game that still brings our family closer together (even if my siblings cheat!). warehouse to the store managers and shop staff, while being superbly supported by an area manager. This is a newly-filled role, which should in turn give me the chance to focus more on buying and, of course, improve my response times to people.
With no major sporting events taking place this summer, it would be great to have a good summer with sales of more traditional and generic outdoor toys. The Toymaster Spring Summer catalogue hitting doormats in our shops’ localities will further highlight our key lines and brands.
What do you think sets you apart from other toy retailers?
What’s the most rewarding aspect of your job? Our transactional website is ready to go live but I have delayed the launch (several times) as I don’t want a site that does not reflect the business or add any value to a customer’s experience, especially when competing against so many great toy sites out there. I aim to have it ready by the start of the summer.
Are you looking at expanding into new categories? I’m always on the lookout for newness if that’s in other categories and fits well into what we offer then yes, it would most definitely be something I would take on. The key thing for me is keeping on top of trends and crazes. If we can respond quickly to these, we again maintain our relevance to customers.
What are you most excited about for the next season? Right now, I’m just hoping for some sun! With so many people changing their working routines and spending more time working from home, the appeal of shopping locally is a trend that has been gradually increasing and good weather will surely boost that. Other than pinpointing new lines or ranges, the desire for normality supersedes everything. So it would be great to see things getting back to - or somewhat close to - a pre-Covid world.
What are you looking forward to stocking in S/S22? I’ve seen some fantastic ranges already and I’m very excited about some of the upcoming LEGO releases.
MARCH 2022
Spending time on the shop floor. I thoroughly enjoy it because you see the impact of your buying decisions in action. Speaking and interacting with customers is something that always attracted me to retailing, so being there is really rewarding as it gives me a good opportunity to understand exactly what people walking through our doors are looking for, as well as getting feedback on what we already do.
What’s the most challenging aspect of your job?
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Right now, I’m just hoping for some sun! With so many people changing their working routines and spending more time working from home, the appeal of shopping locally is a trend that has been gradually increasing and good weather will surely boost that
Getting a fine balance between the roles and tasks I carry out. It remains challenging to dedicate all my time to buying and overall operations without slightly neglecting or allocating the required time to each role - many sales reps and agents would attest to my elusiveness or lack of direct response. But the honest truth is that I normally get swamped, so dealing with day-today matters can sometimes take away time from things on my ‘to do list’. It boils down to my general outlook, which is the retail store. When I’m in the shop, nothing else is as important as the customers in front of me, so everything else is put on hold. I’m blessed to have a great team across the business, from the
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In comparison to other independent shops, I would say not much, because we all share the same passion and desire to excel in our businesses and probably offer the same level of customer service. The service we give is very personal, rather than from a training book. But what some of the national competitors tend to do, they do very well, and it’s hard to emulate that due to our size. I think the difference is: we’re independent retailers, we’re on the shopfloor, we’re listening to customers, and we’re watching their reactions to things, so we can be a lot more reactive in our smaller array of shops. That does make a difference but, like I said, there are national toy retailers that are very good at what they do and the only difference is that the changes we make are almost instant.
What’s next for Toy Galaxy? Future plans definitely focus on improvements. I feel there’s always space to improve on things we do as a business - and this applies to each and every part, from my role of purchasing and managing day-to-day operations, to shop layouts and merchandising. This year there will be a big focus on making improvements to our stores' internal layouts and appearance. My primary goal is to improve the in-store experience. Ensuring we maintain a traditional toy shop feel, while focusing on branding and merchandising, will allow us to get a good balance. There is no plan to expand the business as such, but I never rule it out, as sometimes opportunities come your way which are worth pursuing.
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FEATURE
GAMES & PUZZLES
Fun and games Games and puzzles consistently perform well for most retailers, so TnP found out what you can look forward to in terms of new products and innovation in this category…
T
he games & puzzles category saw sales increase by an impressive 23% in 2021 compared with 2019, according to NPD figures, so it’s an exciting sector for retailers. But suppliers are not sitting on their laurels and we can expect change and innovation in the future, TnP has discovered. For a start, the age range in the category has become more flexible over the past couple of years. For example, David Allen, MD of Toynamics, says: “Our new Hape puzzles are aimed at ages sixplus, which is an older age range for us. The move was prompted by the success we had last year with our Solar System Puzzle, which became a bestseller, so it’s about meeting that consumer demand for puzzles with educational benefits for older children.’’
Orchard Toys, well known for its puzzles and games for little ones, is also targeting older kids, as sales director Simon Prest explains: “We’re launching more challenging 150-piece puzzles for older children, expanding our portfolio for the five to 10 age group, and complementing our wider children’s jigsaw puzzle collection. It’s part of our strategy to extend the learning and play value of all our jigsaws, with an offering for older children and beyond, piecing together a puzzle we’ll be phasing in posters and some form of learning guide. Our new At the Museum and Animal World jigsaws for older children, for example, come with a fun fact book.’’ There’s plenty of change over at Ravensburger, says head of marketing and product
Ask the retailer We asked: what products do you stock and what is currently selling well for you? Orchard Toys products are just consistent - they were always go-to party presents, then during Covid they ticked the educational games box, and now parties are back on they are going strong there again. I also have puzzles from Kidicraft and games from Cheatwell Games and University Games. Iin particular, I make sure I’m never out of stock of Charades and What’s Up? Amanda Alexander Giddy Goat Toys Didsbury, Manchester
Family games time has become increasingly important over the past couple of years Mark Jones, Sales Director, University Games and The Lagoon Group
Mookie
development Katy Fletcher: “We are expanding in all areas, particularly puzzles, with a new extra-large format 750-piece puzzles offering another format for those unable to handle smaller pieces. In addition to this, there are the 200- and 300-piece puzzle moments, perfect for those needing a break from day-to-day life but who only have small amounts of time available, as well as the 99-piece puzzle moments which are suitable for a lunch break or even when travelling. “Over the past couple of years our Challenge range has gathered pace in popularity, particularly within the audience looking for brainteaser puzzles. Six new Challenge puzzles are launching in 2022 together with an addition in our unique Escape Puzzle range. “Among the 59 licences in our extensive puzzle portfolio, exciting new licences with favourite characters from well-known films such as Flintstones and Scooby Doo make their debut: perfect puzzles to complete together as a family. “A raft of 36 new puzzles will join the children’s puzzles portfolio, many of which have been commissioned by our
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Mattel
Ask the retailers
UK-based product development team. Highlights of the children’s puzzle range include an extensive range of puzzles celebrating the much-anticipated movie Minions The Rise of Gru. In the autumn, new launches will include Minecraft, new-look Thomas & Friends, and cinematic launches for the latter part of the year include Jurassic Park Dominion and Disney Pixar Lightyear.’’ University Games and The Lagoon Group is tapping into the family market, according to sales director Mark Jones: “Family games time has become increasingly important over the past couple of years and so, joining forces with The Lagoon Group, has allowed us to significantly expand on our family games category including the everpopular Murder Mystery games and Case University Files lines. Games Puzzles have also been a huge hit during the pandemic, and this year we have expanded our 3D puzzles and model kits range significantly with some exciting new Star Wars and The Mandalorian model kits, and Disney and Marvel join Harry Potter, Game of Thrones and our series of football stadiums in our 3D puzzle range.” Something else we are seeing more of in the games category is combining the digital and real world. It’s an area that Exploding Kittens has already ventured into, says general manager Joeri Hoste. “In addition to making physical games,
Exploding Kittens launched a paid We asked: what products do you stock and what mobile app in 2016 that remains in is currently selling well for you? the top 30 premium games across both iOS and Android. In December We have a long-standing partnership with 2021, the expansion pack Barking Gibsons, and its puzzles have been a fantastic Kittens was added to the Exploding seller for a number of years. We now have Kittens app. When the first Covid dedicated Gibsons areas in our stores and this lockdown started, Exploding Kittens quickly adjusted to the ‘Zoom has pushed sales again in the right direction. room gaming’ trend and released To complement this, we stock a good range of Quarantined Kittens, a new way to Ravensburger puzzles, which also seem to work play Exploding Kittens via video chat very well. As a department store, our puzzle for virtual game night.’’ business is very important to us and something Orchard Toys is also on the case we work hard to maintain. already, as Simon Prest explains: Zac Chapman “We’re combining the digital and Downtown real world. For example, with our First Sounds Lotto Game, players Boston and Grantham listen to the sounds on the Orchard Toys app and match them to pictures We stock Djeco Silhouette Puzzles, Djeco on their playing boards. It’s definitely Puzz Art Puzzles and the Observation Puzzles. something we’ll continue to consider Laurence King Bingo games sell well. Smart and roll out when it adds to the fun Games and The Happy Puzzle Company games learning experience.’’ are still selling well and all of the Big Potato And Ravensburger has some Games range are still one of my strongest selling exciting plans… “The digital world lines - we love is becoming increasingly popular, P for Pizza, Muffin Time and OK Play! especially with games and puzzles, with new communities cropping Jade Oliver-Deacon up regularly,’’ says Katy The Toy Shop Fletcher. “Following the Okehampton success of Ravensburger Puzzle World in Germany, there Europe. Product development takes are exciting plans place in offices in Europe and the US. in the pipeline to These operations will be carbon neutral launch Ravensburger by 2023.’’ puzzle and game University Games and The Lagoon communities in the Group is also on the case, says Mark UK - watch Jones, and has “actively moved to this space.’’ significantly reduce single-use plastic Of course throughout our product and packaging another major process as well as to remove shrink trend for toys wrap and all other single-use plastic in general is David Allen, from all our games and puzzles, sustainability. How wherever possible. We also ensure MD, Toynamics are our games and that our outer packaging and product puzzles suppliers packaging are fully recycled and fully addressing this? recyclable wherever possible.” Katy Fletcher Orchard Toys, meanwhile, makes says that for its “games and jigsaw puzzles from Ravensburger: “Sustainability has been recycled board and paper from at the heart of our corporate culture sustainable sources, and other than the for generations - long before it became box itself we never use any additional today’s much talked-about topic. Since outer packaging,’’ says Simon Prest. 2019 we have complemented our “We encourage our customers to extend sustainability approach by developing a the life cycle of our products climate strategy and defining four action by passing them on, and to support this pillars which represent the company’s we offer a missing parts service.’’ social and ecological sustainability Joeri Hoste says focus. Exploding Kittens has “And as far as “moved away from our products are plastic in our games concerned, over by swapping plastic two-thirds are card holders for ecoproduced in our friendly, recycled own facilities in
“Our new Hape puzzles are aimed at ages six-plus, which is an older age range for us…
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cardboard separators and removing shrink-wrapped cards in favour of paperwrapped cards.’’ Toynamics has a number of eco considerations, says David Allen: “At the design stage, we’re assessing the safe and ecological disposal of our products, keeping structures simple while maximising functionality, and streamlining packaging. We’ve introduced solar-powered and kinetic toys into our collections, and of course we have entire ranges of
bamboo-made toys – which by the time the toy reaches the consumer, the bamboo used to make it has already grown back – in Hape’s own bamboo forest!’’ So what does the future hold for this category? “We foresee a very exciting and vibrant future for the puzzle category,’’ says Ravensburger’s Katy Fletcher, “especially since the wider world has become aware of what we’ve known Jumbo for years: puzzles have a beneficial effect on our lives, regardless of age. “During the past two years, jigsaw puzzles have grown in importance, with new consumers discovering the category, or others rediscovering them in adulthood. Parents have sought fun, relaxing pastimes for their children, and puzzles are ideal as they can be enjoyed alone or shared with the whole family. And while children enjoy the bright colours, familiar characters, and beautiful scenes, this may spark up conversations, fire up their curiosity and also help to teach We asked: what products do you stock and what key skills like colour and shape is currently selling well for you? recognition, object identification and much more. We sell a wide range of puzzles from the Djeco “Adults have turned to puzzles range and also Usborne - these are always as a way to relax and unwind. popular. The Laurence King range of jigsaws also Puzzles have so many mental does well. Our bestselling games range is from health benefits, as they focus Smart Games. your mind, and can transport you away from everyday Peter Allinson concerns - and the simple act of Whirligig Toys assembling the pieces is almost 4 stores in Kent & Sussex: like meditation. Brighton, Canterbury, Chichester, Tunbridge “Many people also find them Wells exciting because they can inspire dreams of future holidays, We stock a wide range of games for all ages, remind us of happy days out, from traditional games such as Snakes and or even educate them along Ladders and Monopoly to more strategic games the way. Many of our consumers like Catan and party games such as Times Up seek out the work of specific Party. We also stock a range of one-player artists or collect our various strategic games from Think Fun and Smart series of designs, while others love to challenge themselves Games, which sell well all year round as they are with one of our uniquely great gifts. challenging concepts. The lower price games are selling well: Dobble, “Our development never Pass the Pigs, Bananagrams, Uno, and Top stands still; we constantly Trumps. For the younger ones, Orchard Toys evaluate the market, and listen to games always sell with us. retailers and consumers.’’ We mainly stock Ravensburger puzzles with University Games and The some Gallison 500-piece and 1,000-piece Lagoon Group’s Mark Jones puzzles to help diversify our adult puzzles. With agrees that the future looks the children’s puzzles, we find the four in a box, bright for the sector: “This 100-piece and 24-piece floor puzzles are the category has gained both strength and momentum best sellers. and with input of continued Vicky Brown innovation, the games and Just Williams puzzles category will continue Two stores in Dulwich and Beckenham to flourish.”
Ask the retailers
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The benefits of games and puzzles Dr Amanda Gummer, founder of the Good Play Guide (www.goodtoyguide.com) explains how games and puzzles can aid children’s development Puzzles and games are both important parts of a balanced play diet because of the skills they support (www.goodplayguide. com/blog/balancing-the-playdiet). Games are a great way for children to develop social skills. Preschoolers can really benefit from learning how to wait their turn, as this encourages sharing. Older children can learn how to manage their emotions and behaviour as they experience winning and losing in a fun environment. This is really useful for learning that things don’t always go their way, but they should consider how their reactions might affect others. There are lots of other skills that children can learn from games, too. Some are soft skills, such as thinking strategically to move around the board in order to win, or how to play a particular card at the right time. Sports games encourage children to test their physical skills, such as speed and hand-eye co-ordination. There are also lots of educational games that are specifically designed to help children learn school subjects such as maths and English. These are great because they help children practise their knowledge without the pressure of getting the answers right or wrong, building their confidence and encouraging the repetition that helps to reinforce learning. Puzzles are a good way for children to play alone for some quiet time. They can help develop logical thinking as children work out which pieces fit where. Puzzles also help children develop their visuospatial skills, as children mentally rotate the puzzle pieces to understand how they fit into the puzzle. Additionally, completing puzzles can strengthen preschoolers’ fine motor control, which are important for holding a pencil to write or for self-care, such as doing up buttons or using a knife and fork.’’
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GAMES & PUZZLES
A world of games ASMODEE info@asmodee.co.uk 01420 593 593 Asmodee.co.uk
Asmodee is the leading distributor of tabletop games and accessories in the UK and has been trading for over 40 years, so is well placed to talk all things game play! With sales of board games and jigsaw puzzles soaring 240% during lockdown alone, when families turned to traditional pursuits to while away their time at home, this trend is set to continue,* proving once again that game playing stands the test of time, through every generation. With the UK tabletop gaming segment now worth £350 million** Asmodee is expertly placed to keep this segment powering forward with new game development and launches aplenty. Dobble is described by celebrity fan Holly Willoughby as the ‘best game ever!’ This popular observation sees players race to match the identical symbol between cards. Reliant on a sharp eye and quick reflexes,
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Dobble creates excitement for children and adults alike while keeping every player involved in the action. BrainBox is a 10-minute brain challenge game. Study a card for 10 seconds and answer a question based on the roll of a dice. If you’re correct, you keep the card and try to win more. Choose from topics: Football, Maths, The World, Harry Potter and more! BrainBox is also made from a minimum of 70% recycled material and designed in the UK. Ticket to Ride sees players collect cards of various types of train. They then claim railway routes in London, New York and other locations. The longer the routes, the more points earned. Additional points come to those who fulfil Destination Tickets – goal cards that connect distant cities. So are you ready to travel? Catan is a cultural phenomenon and open to all. It’s a classic game of
discovery, settlement and trade set on the mythical island of Catan. Players roll the dice to determine which resources are generated in each round and then strategically trade them with other players in order to expand their holdings. TV star Phillip Scofield is a fan of Bananagrams, saying “I love Bananagrams’’. It’s the fast and frantic game where players race against each other to build crossword grids. No pencil, no paper or board required, just race to finish by using all tiles - perfect for playing on the go. Kourtney Kardashian is said to be a fan of the gorgeously illustrated game Dixit. It’s all about creative guesswork, where your imagination unlocks the tale! In this award-winning board game, players use the beautiful imagery on their cards to bluff their opponents and try to guess which image matches the story to win. Soap actor Simon Gregson is a big fan of The Sock Game, a hilarious game for all ages. Join the race to retrieve one of 30 items from a sock - no peeking inside. The Sock Game comes with a warning though: it is insanely competitive and anyone can win. Taco Cat Goat Cheese Pizza is ‘filled to the brim with hand-slapping mayhem!’. When there is a match between a card and a spoken word, the race is on to slap your hand on the central pile. The loser takes them all! To win, you have to get rid of all your cards. * Source: market research firm NPD Group ** Source: UK Games Expo exhibitor guide 2018
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GAMES & PUZZLES
Bringing the A-Game! CHARACTER OPTIONS 0161 633 9800 sales@charactergroup.plc.uk
Character Options has an unmissable portfolio this year! New to the collection for spring is Mukbang: the Game. All in good taste, this hilarious game is inspired by the massive social eating craze, where individuals – known as Mukbangers – binge-eat copious amounts of food, while interacting with their audience. Fun for all the family, the aim of this rapid memory and reaction-based game is to match the food cards to the sounds of Mukbang! Players take turns to press the randomiser to reveal the Mukbang sound to find. Players then race to be the first to find the matching plate card. The first person to match five sounds wins the game. But beware the Belch… if a player gets a belch they miss a turn and the cards on the table get shuffled.
Then there’s Projex - the projecting arcade game, where players test their speed and skill as they blast moving targets projected onto any lightcoloured wall, all from the comfort of their own home, and without the need for TV screens or sensors! And there’s a stack-load of spinning fun to be had with Totem Infernal Power, the fast-paced stacking challenge that requires players to stack the spinning tops in size order to build the Totem Tower. Players must try to stack and keep all five pieces spinning to create a multi-coloured Totem. Other existing favourites in Character Options’ games portfolio include PenSilly – the silliest drawing game around; Tap It – the quick reaction game that challenges your brain power; and the Pokémon Trainer Trivia Game.
On Trax for success RAVENSBURGER 01869 363 830 www.ravensburger.co.uk
Ravensburger’s 2022 portfolio offers something from everyone, especially with exciting new launches in the first half of the year. There’s another new concept for GraviTrax. GraviTrax: The Game, brings another way to enter the GraviTrax universe. There are three games, and all are brainteasers suitable for the entire family. Solve the GraviTrax challenges with creativity and construction skills, offering a broad range of excitement. Also look out for the relaunch of the original Ravensburger memory with a generic focus and refreshed designs. There are seven new launches including Animal Babies, Junior, Nature and Classic large memory. A new addition to the famous Labyrinth family is licence Disney Villains labyrinth, unleashing the Villains and their Henchmen. New for Audio Mystery Game Echoes is The Microchip. Investigate mysteries using a special ability - hearing echoes from the past - and put the events in order to unravel the mystery. Exciting additions for the 2021 leading 3D puzzle category** for Spring/Summer include a night edition Lighthouse, and shaped 54-piece puzzles of the much-loved Minions ahead of the much-anticipated release of Minions 2: The Rise of Gru movie later this year.
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3D-shaped 54-piece puzzles of the much-loved Minions are launching ahead of the muchanticipated release of Minions 2: The Rise of Gru movie later this year
New for the Puzzle accessories category is My Puzzle Friends 3 in 1 Organiser for children. The clever kit combines a puzzle sorter, puzzle board and a frame. Spring additions for the ever-popular adult puzzle category, which maintains the number one spot* include a special commission from Cornish-based artist Steve Cummins with the 1,000-piece A Fisherman’s Life based in a busy fishing village. There are two fantastic pieces by Sven Shaw. Around the UK & Ireland, is a 1,000-piece puzzle, which shows locations encompassing 5,000 years of history, from ancient sites Stonehenge and the Rock of Cashel to architectural wonders Portmeirion’s Bell Tower and Oxford’s Radcliffe Camera, a flying pink pig and more. Plus Around the World in 80 Days – imagining acclaimed buildings sitting alongside each other in a fantasy landscape - for instance, New York’s Chrysler Building sits across from St Basil’s Cathedral in Moscow inspired by Jules Verne’s book. Matt Sewell’s 500-piece Garden Visitors illustration captures not only each creature’s plumage, coat or prickles, but also their different personalities with more than 25 visitors to discover. For London lovers, Vintage London is a 1,000-piece puzzle from Joanne Short. Vivid colours give this design a stylish contemporary twist taking in landmarks such as Big Ben, Buckingham Palace, Tower Bridge, St Paul’s Cathedral and more. Finally, The Grand Library, a 1,500-piece puzzle by Aimee Stewart, provides a fantastic illustration bringing characters from fact and fiction to life in The Grand Library. *OCT YTD 2021 **OCT YTD 2021
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They’re super, Mario! EPOCH MAKING TOYS 0208 049 1377 sales@epochmakingtoys.com
It’s Mario Time! Balance, battle and race with Epoch’s fast and fun range of Super Mario Games. First up is Hover Shell Strike, which brings air hockey to your own home. Smash the turtle puck and play on any flat surface. Test your balancing skills with Super Mario Blow Up Shaky Tower – see if you can place your Mario figure on the tower without making the ball at the top drop! Super Mario Balancing Games include all of your favourite Super Mario characters. Just throw the dice, follow the instructions and place the four Mario figures on the top of the swaying stage without them falling off. All the games are suitable for ages four and above.
Puzzles and games for all UNIVERSITY GAMES AND THE LAGOON GROUP 020 7254 0100 www.university-games.co.uk
Games and puzzles specialist University Games and The Lagoon Group has more than 700 games, bringing fun and entertainment for the entire family, from preschool and children through to family and adult with an impressive 80 new lines launching during 2022. An exciting new addition to University Games’ licensed portfolio this spring are 15 new intricate Star Wars and Mandalorian Model Kits. The Millennium Falcon, the Imperial Star Destroyer, X-Wing Fighter and the Imperial AT-AT as well as superbly detailed models of the iconic R2-D2 and BB-8 characters are just some of the new Star Wars Model Kits available. For The Mandalorian, striking new models include the Imperial Light Cruiser, Sandcrawler and Boba Fett’s Helmet. There are also some impressive new 3D Puzzles of iconic characters and buildings from the famous Disney and Marvel franchises that will be joining University Games best-selling 3D puzzle range, which features the Harry Potter, Game of Thrones and Football Stadiums collections. New Marvel and Disney 3D Puzzles include Avengers Tower, Iron Man’s Helmet and the beautiful Arendelle Castle from Frozen. One of the new brands joining the University Games’ children’s range this year is Tom Gates, based on the 18-strong, award-winning book series and The Brilliant World of Tom Gates on Sky Kids. The
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Fact!
One of the new brands joining University Games’ children’s range this year is Tom Gates, based on the 18-strong, awardwinning book series and The Brilliant World of Tom Gates on Sky Kids. The new games and puzzles range is aimed at children aged six to 12
new games and puzzles range is aimed at children aged six to 12 and includes The Tom Gates Monster Games Board Games Compendium: three double-sided puzzles which can be coloured in on one side, and a fun-packed card game. Also new to The Lagoon Group is the STEAM brand, Purple Cow; a range of science-based kits and tricks that provide children with the opportunity to become real researchers for a few hours and to experiment with their own private laboratory. There will also be a range of Purple Cow Magnetic Travel Games all available from April. New titles for 2022 to the Lagoon Group’s best-selling range of games in a tin are the Music Quiz, Festive Couples Quiz, and the Double 6 and Double 9 Dominoes Tins, which join favourites Celebrity Name Game, True or False and What Did You Say? 2022 will also see further growth in the successful Murder Mystery portfolio with new titles in the ever-popular Case Files range. There will also be fun additions to the puzzles category with new Scratch Off Harry Potter Puzzles, a Cluedo Mystery Puzzle and new Impossibles Puzzle titles: Mr Potato Head and Monopoly.
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Making moves on new games WINNING MOVES 020 39208164 www.winningmoves.co.uk
Did you know?
Top Trumps Battle This month, Winning Gold; a fighter Map has changed the Moves turns its on horseback, familiar and traditional attention to World based on card game into a Football Stars Guess Tommy Shelby; strategic tabletop game Who, to celebrate the and the Shelby upcoming Qatar World family car. Cup. Players can April also choose from 24 of some of the world’s sees the launch of a new board best footballers in this challenging game, taking the Top Trumps guessing game. brand to a different level. For Next month, Winning Moves is years, Top Trumps has been releasing one of the showstoppers of a card game, where players Toy Fair: Peaky Blinders Risk, one of must win their opponents’ the lucky games to be selected as a cards. Now, Winning Moves is Hero Toy by the BTHA. With season announcing the launch of Battle Mat: a strategic, tabletop version six hitting the small screen last month, of the card game. Players must place five cards face down on this is already proving to be a popular the Battle Mat, reveal each pair of cards and see who is the line. The game includes bespoke champion of each category. But it’s not that easy – five gametokens, complete with a bare-knuckle changing spell tokens have been added to differentiate and boxer, modelled on the show’s Bonnie excite gameplay. First to seven wins!
Classic fun with a twist SPIN MASTER TOYS UK 01628 535000 www.spinmaster.com/en-GB
Spin Master Toys has a great selection of top board games for the whole family to enjoy. From reimagined family classics like Giant Clue and Giant Sorry, to new exciting adult only games such as the new Netflix board game, there is something to suit all ages. This year, Spin Master gives classic games Clue and Sorry a giant twist. For problem solvers, the ever-popular game of Clue gets supersized. With nine mysterious rooms laid out in a circle, each holds dark secrets inside to discover. Clue players need to move from room to room, collecting matching coloured Suspect, Room, and Tool cards to solve the case. Similarly, the classic game of Sorry gets a makeover as players race to move the pawns around the board, sliding forward on Slider spaces until they are knocked back and returned to the start. Giant Sorry is a big, unforgettable game of fun for get-togethers with friends and family. Another great option for family games night is Hedbandz Blastoff. It’s everyone’s favourite game of What Am I? but with allnew cards, headbands, and graphics. Players insert a picture card into the headband, turn the timer knob and start asking questions. The big twist is that the rest of the team can only give one-word answers or make sounds. If players guess the card on their head before time expires then they can
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Guess what… New for Spring/Summer is the Netflix Board Game, a great option for anyone obsessed with popular Netflix shows like Nailed It, Sex Education and Emily in Paris. In this outrageous party game, players are challenged to create the next Netflix Original hit show
insert a new card and reset the timer. But if they are too slow, the card will blast off and it’s game over. For those who love to be challenged, the fun-filled family trivia game for all ages, Beat the Parents, will have adults and kids battling it out for bragging rights. New for S/S is the Netflix Board Game, a great option for games night and those obsessed with popular Netflix shows like Nailed It, Sex Education and Emily in Paris. In this outrageous party game, players are challenged to create the next Netflix Original hit show. Every round starts with a unique situation announced by a judge, then players try to pitch the winning show to the judge by matching the situation to a combination of ‘Netflix Original Content’ cards.
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Game for anything
builds on the huge success of the best-selling The Floor is Lava. This joins established titles including Sequence Wordsearch, Escape Room (Family edition)
VIVID GOLIATH
01483 449944 vividtoysandgames.co.uk Vivid Goliath’s Games portfolio offers everything from party, family games and escape room titles to an exciting new True Crime category developed together with world-leading podcasts of the same genre. The new titles will further bolster its games range after a bumper 2021 performance that showed year-onyear growth of +20%. Visitors to the stand at Toy Fair will have been able to appreciate how many great games there are on offer; there is something for everyone. The Party category has welcomed a raft of new games including Slap the Deck, You Had One Job, Don’t Draw the Short Straw, Dice Dice Baby, Rainbow Pirates and Say Less, giving party-goers plenty of ‘shout out’ competitive play to enjoy. Families will enjoy The Floor is Lava Family Edition, which
and Skid Markz. The exciting new True Crime range, named after the popular podcast, includes Casefile. These games see players gather and trade evidence as they try to be the first to uncover the grisly details of the crime. Casefile offers hundreds of different ways to play, so no two games are ever likely to be the same, offering a new experience every time. Other titles in the range include The Real Truth and The Night Hunter, as well as the innovative Scene of the Crime Puzzle – the two puzzles must be solved together to reveal evidence and help puzzlers catch the perpetrator. A number of new Kids Action Games also join the line-up, including One Trick Pony and Chompin’ Charlie as well as Trash Stash, Dumpster Diver and Chicken Poo Bingo, a game developed through Goliath’s young inventor programme.
Peaks and poops! FLAIR GP 0208 643 0320 sales@flairplc.co.uk
Flair’s on to a winner with its family-friendly games, from an exciting game of strategy and action to a hilarious talking toilet. Get to the Peak is the new game where players must help their climbers scale a mountain to reach the peak before their opponent. Each player is responsible for two climbers of the same colour. The risk a player takes while climbing is up to them; the more secure the climb, the safer they are - but it will be slower. Determining the moves that a player can make is a spinning wheel. Players must spin the roulette and follow the direction that the pointer lands on, by inserting one of their climber’s feet or hands into one of the holes on the mountainside. Players must be careful where they put their axe – the other player might make his/her climber fall! Meanwhile, for hours of rib-tickling entertainment, there’s Shoot the Poop. In this hilarious game, players must shoot their toy poops into a talking toilet bowl. To play, simply place the poop on the launcher, aim, and shoot! The first player to shoot all their poops into the loo is the winner. Families can continue the fun with Pick-Up Pete. Perfect for preschoolers, this stacking game with a difference requires players to pile up their chairs on Pete the Pick-Up truck, while he drives around. The winner is the first person to stack all their chairs on the truck as Pete passes by! These games will all benefit from TV support in Autumn/Winter.
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Eco puzzles LISCIANA (VIA TWO IN 1 DIRECT) Paul@allin1products.com www.liscianigiochi.com
Lisciani is a global educational company that has been designing, developing and manufacturing educational toys and games for the past 30 years. The new Eco Puzzles form part of the firm’s new Green collection and are produced in Italy, with a minimum impact on the environment. This magical range of licensed puzzles is aimed at children aged three-plus, and features all the favourite Disney characters from Cars, Finding Nemo, Frozen, and more. Designed to not only look great and be of a beautiful quality, these eco-conscious puzzles have also been crafted with future generations in mind. The items in this range are made from completely eco-sustainable materials that have not been subjected to any aggressive chemical treatment. They are 100% recyclable and are also plastic free. What’s more, the paper used is untreated and the inks are cobalt-free. The Disney Eco Puzzle collection launches with eight puzzles for families to enjoy, with the promise of more to come. The race is on to collect and build them all!
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Fact!
Drawing on kids’ imagination MOOKIE TOYS help@mookie.co.uk www.mookie.co.uk
Games is a big category for Mookie Toys, and with so much newness every year it’s always exciting to see what distributors and inventors release. Mookie is looking forward to another successful year with new product developments across many brands. Currently sitting in the top 100 total toys on Amazon.com is Pixicade. From paper to screen, Pixicade allows children to create video games like they have never played before. Just draw a game with Pixicade pens, snap a picture of the drawing on the Pixicade app and in 30 seconds the game comes to life. Pixicade lets the user edit and animate games, and then share and play games on the Pixciade Arcade. Suitable for various ages, this product can be enjoyed as a family project with younger children, while older children can design and play on their own. Pixicade is already well-loved in the US, and has won multiple awards across different categories including STEM, innovation and creativity. Mookie Toys is looking forward to winning more awards in the UK market. The company says that at London Toy Fair 2022 industry professionals were impressed by this
Pixicade lets kids draw their own video games. Draw a game with the Pixicade pens, snap a picture of the drawing on the Pixicade app and in 30 seconds the game comes to life advanced product that is both engaging and educational. Pixicade will be supported with a digital campaign and influencer activity. Mookie Toys will continue to support Break the Board from Yulu Toys with a TV-led campaign after two successful years. This year there will be a refresh of the colourway. Alongside Break the Board, Mookie Toys will continue to push Buzzer Beater, launched in 2021 and inspired by the popular TikTok Challenge. The pressure begins when the clock starts clicking. To play the game, look at the category on your card, the spinner will decide the category letter and how many you have to name. It sounds easy until the five-second buzzer starts ticking. A new launch from Yulu Toys is Taco Smash, a fun game that involves quick reactions to make sure no one spoils your taco. Pick your card and fill your taco in the correct colour order; if you are the first to finish, hit the sombrero and watch as everyone’s tacos go flying! Taco Smash will be on TV screens and will also be supported across digital and with influencer activity.
Purr-fect product launch EXPLODING KITTENS Joeri@explodingkittens.com www.explodingkittens.com
Exploding Kittens, the tabletop game creator, has announced the launch of Exploding Kittens: Cat Burglar Edition, the brand’s first-ever UK-only product launch. Cat Burglar is the latest extension of the Exploding Kittens core range, the brand’s biggest IP franchise, which is being developed further in 2022 to cater specifically for the UK market. The original Exploding Kittens card game, a Russian-roulette-style party game for ages sevenplus, broke crowdfunding records as the most-backed project in Kickstarter history. The rules are simple. If you draw an Exploding Kitten card, you explode. All the other cards in the deck help you avoid or mitigate your risk of drawing an Exploding Kitten. If you don’t explode, you win! This new edition of Exploding Kittens is a card game for people who are into kittens and explosions and laser beams - and sometimes goats. Only this time it comes with Did you know? an adorably sinister (and exceedingly squishy) Cat Burglar figure, which adds a whole other level of Exploding Kittens: thievery, strategy and hilarity. In this edition, when the squishy foam cat burglar figure is played, it Cat Burglar Edition allows a player to steal valuable cards from their opponents, to better their chances of winning. But is the brand’s firstbe careful, because being a great burglar also makes you a great target! ever UK-only product launch
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FEATURE
GAMES & PUZZLES
Puzzle it out JUMBO 0161 428 9111 mail@jamesgalt.com galttoys.com/jumbo
Did you know? Jumbo is celebrating the 25th anniversary of the brainteasing jigsaw brand Wasgij. Keep an eye out for an incredibly special release later this year to mark the occasion
The days are getting longer, and spring is very much in the air, so how better to welcome in the new season than with a host of exciting games and puzzles to blow away those winter cobwebs and keep those self-care resolutions alive and kicking. For those that fancy themselves as amateur treasure hunters, Jumbo is releasing a new series of mysterious board games sure to test the wits of even the most daring players. Jonathan Eaton’s Houses of Treasure is a series of Escape Quests that challenge players to solve tricky riddles, assemble puzzles, and overcome head-scratching tasks usually associated with escape rooms in this compelling tabletop game. Start the quest to discover Jonathan Eaton’s business empire’s inheritance with The Beginning: Ascalon’s Fury and then embark on the next stage of the journey with the thrilling Itzamna’s Eye. Stratego is the legendary strategy game where stealth and secrecy are critical. In the special edition Stratego Assassin’s Creed, players are transported back in time to 12th-century Jerusalem to commence battle between the legendary Assassins and their nemesis, the Templars.
2022 promises to be a sensational year for fans of Wasgij, as Jumbo is celebrating the 25th anniversary of this, the original brainteasing jigsaw brand. Keep an eye out for a special release later this year to mark the occasion. 2022 has already brought plenty for puzzle fans to enjoy, with the release of three new 1,000-piece Wasgij puzzles, including Wasgij Original 39 – Chinese New Year!, Wasgij Mystery 22 – Wasgij Winter Games!, and Wasgij Destiny 24 – Business as Usual!. What’s more, Wasgij is also adding three 1000-piece puzzles to its Retro range, releasing Original 6 – Blooming Marvellous!, Destiny 6 – Child’s Play! and Mystery 6 – Camping Commotion!. The Disney Pix Collection is spreading magic throughout the adult puzzling world with a charming 1,000-piece jigsaw featuring Winnie the Pooh. The Falcon de Luxe range has new releases including the 500-piece Moving Day and The Wedding. In addition, in celebration of the Queen’s 70year reign, Falcon de Luxe is launching The Queen’s Platinum Jubilee release.
Uno goes wild! MATTEL
01628 500000 www.mattel.com Following a strong 2021, Mattel Games continues to leverage the success of Uno, expanding the range in 2022 with new Uno All Wild. In this version, every single card is wild for a fast-paced, even more unpredictable game. There’s no matching of number or colour as there is in regular Uno. There are also new Special Action Cards to further mix up the game, including Wild Skip Two, Wild Forced Swap and more! There’s also some new Uno licenses coming in 2022, with properties including Lightyear and Jurassic World: Dominion, both tied to the exciting movie launches coming this year. Each licensed Uno will feature a special move that is unique to the licence.
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Games & Puzzles Featurenm.indd 14
A perfect match REX LONDON 020 8746 1700 info@rexlondon.com rexlondontrade.com
Rex London has continued to expand its range of games and puzzles for kids and adults of all ages. The company is wellknown for its classic toys - those that have a retro feel with a modern twist (which can be quite nostalgic for older family members!). New to the range are a classic jacks game, hopscotch, a wooden skipping rope and dominoes. There are also two new additions to the kids’ memory games range. Pair up colourful matching animals or dinosaurs - a fun way to improve children’s cognitive development.
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Laughs on the loose ORCHARD TOYS
Tel: 01953 859539 Email: sales@orchardtoys.com Orchard Toys has launched Goose on the Loose!, a fun family board game with lots of laughs. In this fun colour matching game, there’s a goose on the loose and players must help the farmers round up the escaped geese. Players shout ‘Honk’ when collecting their 3D geese as they make their way around the board, but if they lose a goose they must shout ‘goose on the loose!’. Learning made fun is at the heart of the game, and teacher-tested Goose on the Loose! aims to strike the perfect balance between education and fun. Little ones from four-plus will be having so much fun they won’t realise they’re learning, while the fun gameplay helps younger players develop their personal and social skills, reinforces their colour recognition skills and enhances their counting skills.
Family fun for all ONE FOR FUN
Email: sales@oneforfun.com Web: www.oneforfun.com One For Fun has a wide variety of games and puzzles from its Tobar brand - from the traditional Draughts, Marbles, Snakes and Ladders and Ludo to bright and bold, full-of-fun family game play. New for this year are Muddle Puzzles. An updated version of the classic puzzle fiddle toy, there are nine squares with different colours and designs to be shuffled and sorted quickly so they all show the same matching colours on each side. Reimagined to offer a new challenge but still with that addictive play value, these puzzles are available in Rainbow and solid bright colours. The award-winning Time Shock continues to be a bestseller. In this frantic wind-up beat-the-clock game, all the shaped plastic pieces must be inserted into the correct slots before the timer expires and throws them all into the air. A tray in the side houses the pieces and scoring pegs, making it an ideal travel game. Wanting to add a bit more bite to long-awaited family gettogethers? Then try the Snappy Shark Game. This fun family game has a chomping shark at its centre. Fill the shark’s mouth with the colourful fish and then take turns to draw cards. Every time the shark is touched there is a risk that its jaw will slam shut and it will charge at the player! Want even more squeals of delight? Then try Chairstack Challenge, where you precariously stack the chairs on top of each other. Experts at this can move onto speed stacking in the Cupstack Challenge, and if more construction is needed then Marble Run mixes construction with a race to the finish as you build your own marble run to create the fastest route down!
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Let’s glow! TOYNAMICS Tel: 0116 4785230 Email: sales@toynamics.co.uk
New for 2022, Hape has launched three Fact! Glow in the Dark 1.5 Each puzzle extends metre long puzzles the play into learning aimed at children with supporting fun fact aged six-plus. cards for the child to The puzzles have read about the different different themes: creatures featured Dinosaurs, Magic Forest and Under the Sea. In daylight the puzzles are full of colour, and in the dark, each turns into a new image. The dinosaurs turn into the skeletons of extinct creatures, the Magic Forest turns into a beautiful night full of fireflies dancing in the moonlight, and Under the Sea shows how the sea creatures glow in the dark depths of the water. Each puzzle extends the play into learning with supporting fun fact cards for the child to read about the different creatures featured. The puzzles are 150cm x 30cm. Hape is just one of many brands that Toynamics UK & Ireland offers. All brands are backed with full marketing support including shop-in shop solutions.
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RETAIL INTERVIEW
HOWLEYS TOYMASTER
Moving with
the times Clare Turner chats to John Bentley, operations manager of Howleys Toymaster, finalist of the Independent Toy Retailer of the Year (multi store)
How did you feel when you heard the news that you were a finalist? Delighted obviously, and so pleased for our staff that we’ve been recognised. Last year was incredibly hard and challenging, but to be honoured like this in the 2021 Toy Retailer of the Year Awards was a great way to end it.
Tell us a bit about Howleys Toymaster. There are four stores: Weymouth, Bridport and Paignton, which each measure in excess of 2,000sq ft, and Dorchester, which is smaller at just under 1,000sq ft. I oversee the four Toymasters (each has a manager) and I’m based at Weymouth, which is our flagship. The business has been going for 36 years. The Weymouth store was bought by Philip Moore in 1986. In recent years he has taken a back seat and his son Ian has taken over. Philip was a great buyer and
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a great retailer, but I think Ian has now taken the business to another level through innovation, epos, internet and expansion. So gradually, between the father and the son, the company has been built up to how it is today. And it’s moved with the times.
What are your key product categories? We cover every aspect really, as space allows, including LEGO, preschool, arts & crafts, vehicles, jigsaws and games everything you’d expect in a top high street toy store. There’s a general consistency in all four stores but at the same time, we try to shape our ranges to suit the local communities, whether that’s holidaymakers or locals of a certain age or certain generation. For example, Paignton and Weymouth are coastal locations so you will see more beach or outdoor products in those stores. Once upon a time, buckets and spades and swimming rings were the extent of our range but now
we do paddle boards (we buy them in container loads!) and inflatable Lay-Z-Spas. And Weymouth, being the flagship, has historically got more categories because it’s developed over the years, so you’ll find a strong model railway department there. Bridport and Dorchester are market towns, so while we still run the same hot products and the same quality play, value-oriented toys within them, the shops have a more traditional feel.
What do you think sets you apart from other toy retailers? Our history. Bridport has been going for as long as Weymouth, and Dorchester has been there for at least 20 years. Paignton opened in 2020, so that’s our latest store. And with history comes experience, of course. When you’re dealing with customers who you once served as children and now you’re serving them
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Top 3 Best Sellers
How has the pandemic affected your business over the past 12 months? It’s been tough. The worst possible scenario for any shop owner is to have his doors closed; you don’t want to stop people coming in your door. But at the same time, challenges bring out the best in us. We were already successful, but we had to think outside the box. So, we worked harder at trading online and doing click-and-collect. And some of the Covid regulations - such as social distancing - made us review the shopping experience. So we changed our gangways and layout. We also used the time during lockdown to put in a new ceiling at Weymouth. It gave us a chance to reflect and think: when we reopen, we’ll have fantastic shops and people will say, ‘well, this is even better than we remember!’ So, despite an incredibly challenging time, we adapted well. And hopefully, as we come out of this pandemic, we’re looking stronger and offering a more exciting shopping experience than we were before.
MARCH 2022
What's selling well for you at the moment? In terms of ranges, there’s three. We’ve just had our new 2022 LEGO launches, which is always an event. It’s always good to have some fresh new lines of LEGO in. We’ve just had a terrific delivery of Squishmallows, including the Toymaster exclusive, so we’re excited about that and will be promoting those hard. And the obvious thing is Pokémon trading cards and collectables, which
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■ Pokémon ■ LEGO ■ Squishmallows
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as parents, that gives you a little bit of an insight into how these people spend their money - and I think it serves us well. Obviously, there’s a lot of great independent toy shops out there, but I like to think we’re an exciting place to visit. We’ve always got something going on, and the stores are brightly lit, clean, and very ‘shoppable’: they’re easy to get around with a buggy. We think about our customers, put ourselves in their position, and try to see everything through their eyes to ensure they enjoy the experience. And we look at our staff - are they giving the best possible customer experience to all our visitors? I’m quite sure other toy shop owners would say the same, but we like to think we do it as well as anybody, if not better.
We had to think outside the box
have been outstanding - and I just can’t see an end to it. It’s absolutely fantastic! I can remember when we had our first delivery of Pokémon trading cards - we had a pallet that Philip bought. I thought: ‘what is this? They’re just cards - what have we bought here? If this doesn’t work, we’ll just set fire to them!’ That’s a slight exaggeration but it was a lot of money at the time. We set them all up and nothing happened. Then I vividly recall the Saturday when a lad came in and asked: ‘Do you do Pokémon cards?’. I said yes, we do, actually. Next child: ‘Do you do Pokémon cards?’. Next child: ‘Do you do Pokémon cards?’. Boom, boom, boom! And that order was a weekend stock. And here we are, 25 years later, and I’m telling you, TnP, the best-selling thing is Pokémon cards! Incredible, isn’t it? It just shows that if you’ve got a greatselling line, it’s not going to go away in a hurry. There are people in the shop right now buying Pokémon. It’s still incredible.
have increased so much that it will kill those lines. So, the challenge is to replace those best-selling ranges with new or similar ranges that are going to do the same numbers. And margin mix is key because obviously you’re going to take a hit on some lines but you need them to draw people in - TV-related or TVadvertised lines, for example. It’s not ideal but you balance that with a good margin on good value toys that are going to sell and earn their space on the shelves. So, that’s the challenge going forward. Some ranges with price increases won’t continue. We will have to look harder and try harder to find new products to replace those - and to be at the forefront in the high street, because we’ve obviously got competition from the big guys who will discount toys and we will have to fight them, by offering great value, a great service and great products.
What's your biggest challenge right now? Price increases. I’m truly concerned that the prices of certain best-selling lines
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FEATURE
POCKET MONEY TOYS & COLLECTABLES Mattel
Pocket rockets This evergreen category took a hit when the shops were closed, but has bounced back with a vengeance, as children have more cash to spend than ever before
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here’s good news for suppliers and retailers of pocket money toys in 2022, as recent research from Barclays shows children are set to receive pocket money increases at almost twice the rate of (9%) year-on-year, with the average sum rising from £6.97 to £7.58 in 2022. While much of the financial news we’ve been reading about recently has been rather depressing, it seems your younger customers should have plenty of pennies to spend when they come in after school or on a Saturday morning. Many have to work for that money though, with household chores such as washing the car, looking after younger siblings and cleaning the bathroom offering the best rewards an average of £2.28, £2.27 and £1.85 respectively. And when they get to spend that money, kids think with their stomach first sweets and chocolate are the most popular purchases (38%), followed by toys (33%)
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Kids want to interact with the brands they love both on and off screen and there is no replacing classic physical play
Phil Hooper Commercial Director UK Spin Master
and video games (32%). Along with the increase in pocket money, something else is changing. While six in 10 hand over cash, almost a quarter (22%) now give pocket money via a bank transfer. So you’re pretty likely to be accepting payment via card in store - something to consider if you have a minimum spend limit on card purchases. When we talk to independent retailers, we know that with the kids in school and birthday parties happening more regularly, pocket money toys have been selling well - something David Mordecai, CEO of One For Fun, has noticed: “As things open up, then children can make their own buying decisions and the increase in retail opportunities has obviously been a help. Party gifts have boosted sales of our fidget ranges to parents - particularly the Bumper Fidget Box, which provides 25 fidgets at a very reasonable price.’’ Of course, the one thing about
pocket money toys is that they are low budget, so tech-free. But there’s still plenty of room for this category, as Simon Prest, sales director of Orchard Toys, explains: “In a world full of electronics, parents and children still enjoy simple, fun ‘traditional’ products. A good idea for a pocket money mini game, or themed activity book, will always be a good idea and appeal to children!’’ Phil Hooper, commercial director UK, Spin Master, also believes this category still has lots of potential: “Kids want to interact with the brands they love both on and off screen and there is no replacing classic physical play. There is still significant interest within the collectable category. Kids are often influenced to start their collections by watching video content across different platforms including YouTube. Once they start their collections, they like to play with them and trade them with friends for fun.’’ David Mordecai concurs: “Absolutely, as this last year has proved with Pushpoppers and other fidgets to the fore. We produce such a wide and diverse range of pocket money items and they are a mainly child-led purchase - and more easily affordable when pester power kicks in.’’
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Epoch making toys
MARCH 2022
premiere of a full-length episode series on the platform, which to date has had more than 2.7 million views. The immersive experience brought together existing Bakugan fans and attracted new ones. “Later in the year we kicked off two additional activations with new launches including Purse Pets, the season’s must-have fashion bag that’s part pet, part purse and literally comes to life. Purse Pets were the first animated accessories to be offered in Adopt Me!, the number one game on the Roblox platform. More than two million virtual Purse Pets were sold through virtual ingame currency in just one week.’’ It looks like the pocket money and collectables arena has some exciting times ahead…
Ask the retailers We asked: what products do you stock and what is selling well for you?
We have a large pocket money section from jokes, putty, and bouncing and light-up toys, to Match Attax, Super Things and Pokémon cards. Tactile, sensory toys such as Pushpoppers have slowed down but are still selling well, as are any toys you can squeeze! Pokémon cards are a clear winner in collectables - we just can’t get enough. Vicky Brown, Owner, Just Williams, two stores in Dulwich, London, and Beckenham, Kent
In a world full of electronics, parents and children still enjoy simple, fun ‘traditional’ products
We have worked closely with our sales representative at Keycraft to curate a good selection of pocket money toys. The most surprisingly popular toys last year were the Squishy Pastel Carrots from its pocket money range. The Nurchums Hatching Eggs are also an incredibly popular pocket money toy and they come with a great price point; the POS from Keycraft also makes them an eye-catching addition in-store. Schleich’s ever-expanding range of collectable toys continues to sell very well, with the Eldrador Mini Creature Blind Bags being a particularly popular line.
Simon Prest Sales Director, Orchard Toys
Martin Blyth, Director, Heart of England Wildlife Park, Worcestershire
and pocket money sector. Phil Hooper explains Spin Master’s approach: “Kids are spending more time socialising with their friends in these expansive digital playgrounds and this was amplified during the pandemic. Our goal at Spin Master is to be where kids are, incorporating our properties and franchises into every touch point in a child’s life. “We launched our first major activation into the metaverse with Roblox in March 2021 with the Bakugan Rage Runner game, which has received more than 75 million plays. In September 2021, the franchise was further entrenched into the metaverse with the first-ever
We stock the Siku mini range, which parents love because they are low-cost toys that are still durable and don’t compromise on quality despite their low price point. We also stock sticker books and stationery at pocket money prices from Tractor Ted and Depesche.
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So with the future looking positive for this category, we asked what the future holds - and the all important question: what is going to be the ‘next big thing’ in the playground? Phil Hooper believes the category will benefit from older collectors: “Collecting is a timeless behaviour for kids. One of the areas we see for potential growth is interest from the kidult audience. These are consumers that skew older in age but share that passion for collecting. Whether it be plush, toys or action figures, they too invest and build out their collections. “We have an exciting 2022 collectable line-up. After winning the Grand Prix Du Jouet in the Fashion Toy Category 2021, Purse Pets are back with a new micro version. Bring your look to life in a whole new way with mini purses that are small in size but, big on style. These tiny totes each have their own unique look and feature pop-art inspired eyes that roll when you open and close the zipper. The new Purse Pets Micro collection features six different characters with unique fabrics and textures including denim, soft Sherpa plush, holographic patent vegan leather, glitter accents and more. If you’re lucky, you may discover a hidden limited edition scrunchie inside
your Purse Pet Micro. “Hatchimals are back with the introduction of a new theme – family! From sweet siblings to little kids and babies, the collection includes eggs that transform into play spaces for the ultimate family gatherings and sibling playdates.’’ David Mordecai says we can look forward to more innovation in the fidget category. Last year saw One for Fun win the Toy Industry’s Craze of the Year Award for the HGL Bumper Fidget Box. He comments: “Our ability to choose great-selling items was more than demonstrated with our ownership of the popper fidget category with Pushpoppers in their many varieties.’’ He says the next big thing will be “our Rainbow Fidget Slug: an amazing fidget toy made of interconnecting cups, that sways and swoops and can be reconfigured to your own colour pattern. It’s already attracting a lot of interest.’’ Finally, looking to the future again, we wondered what opportunities the metaverse might offer for the collectables
Julia Lowe, Owner, Farm Toys Online, www.farmtoysonline.co.uk We stock Pokémon cards, Twisty Petz, Scruff-ALuv’s, and Ty. Jade Oliver-Deacon, Owner, The Toy Shop, Okehampton, Devon We have Pokémon Cards and the Mini Motsus from Keel Toys - and anything small and squishy like squishy animals or squishy putty is still popular. Amanda Alexander, Owner, Giddy Goat Toys, Didsbury, Manchester
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POCKET MONEY TOYS & COLLECTABLES
money play VIVID GOLIATH 01483 449944 | vividtoysandgames.co.uk Nexcube is the home of the world record-setting speedcube! Nexcube is ergonomically designed with a unique and improved mechanism that allows the cube to turn exceptionally smoothly in your hands. Great for the fidget factor and for solving - and you can’t cheat, because there are no stickers to peel off! Whether you cube to challenge yourself, your friends or just for the fidget factor, you won’t be able to put it down. Nexcube is supported with TV and digital activity. Meanwhile, bringing yo-yos back with a light show is YoFinity. This yo-yo has an infinity mirror at its core, which is LED illuminated for dramatic effect when in motion. Billed as a tech-infused yo-yo like no other, it’s time to master all the tricks, create some of your own and unleash the lights! YoFinity will be advertised on TV and supported with digital activity. Finally, Harry Potter Minifigures saw their highest-ever sales last year and will move through to Series 7 in A/W bolstered by two new lines: The Collectable Snitch pack, and a range of Collectable Wands.
Die-cast with wheel appeal SIMBA SMOBY TOYS UK 01620 674 778 | sales@sisotoysuk.com Simba Smoby Toys UK illustrates that attention to detail can make all the difference when it comes to driving sales in the pocket money toys and collectables category, with Jada Toys and Majorette. There are plenty of new die-cast vehicles to collect from Jada Toys, offering buyers and retailers a racing start to 2022. The 1:32 scale die-cast vehicles in Jada’s Hollywood Rides range are ideally priced for pocket money purchases. The range, which celebrates the best in action film merchandising with scaled replicas of the most memorable wheels, now includes a host of properties including Batman, Back to the Future, Scooby Doo, Fast & Furious, Jurassic Park, and more. Sure-fire hits for S/S22 are the all-new 1:32 and 1:24 scale replicas of the latest Batmobile, which will be unveiled this month in the long-awaited movie: The Batman. Boys and kidult collectors will also love the Majorette range of die-cast vehicles. Small in size but big on detail, this premium range of 3in scale cars boasts opening doors, suspension, transparent front lights, and interiors. The collection already comprises a strong portfolio of licensed cars to collect including Mercedes, Lamborghini, Audi, Porsche and Volvo, and this year will see the addition of new themes including Italian Dream Cars and Best of British.
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FEATURE
POCKET MONEY TOYS & COLLECTABLES
A head-spinning
assortment SPIN MASTER TOYS UK 01628 535000 | www.spinmaster.com/en-GB
Spin Master has a wide range of options for little ones looking to spend their pocket money and build their collections, from popular brands such as Paw Patrol and Hatchimals, to newer brands such as P.Lushes and Spin Master’s first Harry Potter range, Wizarding World. This season there’s a new selection of collectable vehicles and pup figures from preschool favourite Paw Patrol. Join your favourite pups and their new dragon friends as they go on exciting rescue missions with the Rescue Knights Pup and Dragon Packs. Also available in the pocket money category are The Rescue Knights transforming Deluxe Vehicles, which see Chase and the gang’s vehicles get a medieval makeover with dragon-inspired details and a rescue tool transformation. With everyone’s favourite pup’s vehicle to collect, each set also comes with a figure geared up in Rescue Knights armour ready to save the day in Barkingburg. Fans can collect the full range and let their imaginations create awesome medieval rescues, just like the ones from the hit TV show. For little fashionistas, the new Micro Purse Pets from Spin Master are great for those looking for a small bag that makes a big impact. These tiny totes each have their own unique looks and feature pop artinspired eyes that roll when you open and close the zip. The collection features six different animals with fabrics and textures like denim, soft Sherpa plush, holographic patent faux leather, glitter accents, and more. Another pocket money choice for little style icons is P.Lushes Pets. These designer plushies from all around the world love to look their best. This squad of fabulous fashionistas serve chic with a sprinkle of attitude and a whole lot of glitter. Luxe, premium fabric and a sparkling collar enhance their looks. Collect them all, including the Limited Edition and Special Edition rare plush. For collectors who love a bit more action, Spin Master also offers the all-new, official 1:64 scale die-cast Monster Jam monster truck. These lean, mean, Monster Jam machines feature more details and graphics than ever before, with official BKT Tyres, stylised chrome rims, and an authentic chassis with chrome detailing. The 1:64 scale die-cast Monster Jam truck is just like the real thing - only fun size! There are now more trucks to collect than ever, and it’s easy to keep track of your collection with the exclusive collector’s poster. Finally, sports fans of all ages can show off their fingerboarding skills and collect the Tech Deck 96mm boards 1-pack. Tech Deck brings skateboarding fans the real deal with authentic fingerboards from real skate companies including Blind, Baker, Primitive, Finesse, Santa Cruz, Plan B, Sk8mafia and Toy Machine. They are the perfect gift for skateboarding fans to collect and play.
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Hatchimals CollEGGtibles Expand your Hatchimals CollEGGtibles collection with sweet siblings from the all-new, adorable Hatchimals Families. Each family has their own unique look and theme inspired by their favourite activities. Discover eight Hatchimals Families, like the Cat Dancers, Lion Artists, Bat Musicians, rare Dog Pilots, super rare Fox Pageant Stars, and more. The Sibling Pack is the perfect way to start building your families. Each Pack comes with a new Hatchimals egg full of fun surprises: one Big Kid, one Baby, a pair of wings for the Big Kid, and a reusable egg that becomes a cool hangout. It’s a surprise which Hatchimals siblings you’ll get.
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Mini options EPOCH MAKING TOYS 0208 049 1377 sales@epochmakingtoys.com Epoch’s latest collectable range from Sylvanian Families sees the launch of the new adorable Baby Treats Series. Each blind bag features its own baby figure and yummy dessert-themed accessory. They are the perfect accompaniment to the brand’s Amusement Land sets. Meanwhile, Epoch’s creative crafting range, Aquabeads, offers a variety of themes in its Mini Theme Sets. Suitable for children aged four-plus, little ones can choose from Farm, Jewel or Mermaid themes. This original ‘stick with water’ arts & crafts bead set is an ideal entry level set into the Aquabeads world. Simply spray your creations with water and watch the beads magically stick together. The mini sets are fun and a safe product for kids to enjoy hours of creative fun!
Collectables with Cat-titude TWO IN 1 DIRECT Paul@allin1products.com | www.catsvpickles.com For pocket money collectables, look no further than Two in 1 Direct’s collectable Versus World ranges. From the hilarious world of Cats vs Pickles (CVP), where cats are afraid of pickles but said pickles just want to be friends, comes a host of collectable new characters. Fans can now get their hands on more than 100 different designs in the soft, beanfilled plushies range, with the promise of more to come. Also core to the excitement is the addition of Reversibles. Perfect for those who are struggling to pick a side, the 6in Reversibles offer the best of both! These two-in-one plushies can be flipped from Cat to Pickle by turning them inside out. Meanwhile, the CVP Chonks 6in Collectable Plushies deliver the fun of the original plushies on a chunkier scale. They are available as an open assortment with many never-seen-before designs. These lines will be added to a growing range of 8in Jumbos and Blind Bag Singles - look out for the Gold Wave coming in Q3. And there’s more collectable fun to come later this year… get ready for Dogs vs Squirls! This backyard battleground brings two new teams to the fore: The Dogs and The Squirls. The pups have their own personality traits and issues, but their main job is to guard their house from intruders. Introducing The Squirls: they may look innocent with their fluffy tails, but don’t be fooled. These mischievous marauders cause mayhem wherever they go.
Creating the craze CHARACTER OPTIONS 0161 633 9800 | sales@charactergroup.plc.uk. DoodleJamz is a new creative brand offering kids a fun, mess-free way to design, create, paint and play. Inspired by the TikTok trend of creating DIY sensory bags, kids can pick from DoodleJamz JellyPics and DoodleJamz JellyBoards. DoodleJamz JellyPics have transparent jelly with various colours of squishy beads. Each frame comes with a cardboard backer with a picture, allowing kids to use the stylus (or their fingers) to sculpt the coloured beads on top of the picture to make unique combinations. Like JellyPics, JellyBoards come in a plastic frame, with a shaping stylus and removable paper background. From the world of Heroes of Goo Jit Zu comes both Jurassic World Minis and a new series of Marvel Minis. Smaller in size but big in stretch value, these Heroes of Goo Jit Zu Minis present the Marvel Universe and the realm of Jurassic World as they’ve never been seen before! There is also lots of newness for Mash’ems: the squish kids can’t resist! In this licensed, surprise reveal range, children will find all their favourite characters hidden inside Mash’ems capsules. Latest collections include Batman, Barbie Fashionistas and Jurassic World.
MARCH 2022
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FEATURE
POCKET MONEY TOYS & COLLECTABLES
Crazy lines
The cutest of collectables!
ONE FOR FUN
Basic Fun!
sales@oneforfun.com www.oneforfun.com
0118 925 3270 | Tim.Ives@basicfun.com www.basicfun.com
Winner of the toy industry Craze of the Year 2021 award for the HGL Bumper Fidget Box, One For Fun is bouncing into 2022 with new fidgets and fun toys to squish, scrunch, and squeeze. This year sees Pushpoppers galore including a new hybrid Fidget Ball, combining the squeezability of a squeeze ball with the poppability of a Pushpoppper. Also proving popular is the growing range of innovative tubs. These lifelike dinosaur heads are actually tubs, which open to reveal a stash of lifelike mini dinosaurs. Choose from a Triceratops or a T Rex Head, available in small or large sizes. In addition, a striking Shark’s Head tub or a Tiger tub acts as a stylish container for little lifelike models. Top-up packs are sold as a standalone too. 2022 also sees the introduction of the new Squishy Cute Animal Tub of adorable, squeezable and unputdownable squishy friends. Stretchy, squishy, spikey, shiny, sparkly and scary are the themes for 2022, with everything from stretchy strings and soldiers to glow-in-the-dark insects, colour-change lizards and creatures of all descriptions. HGL’s tip for the top this year is the Rainbow Fidget Slug. Available in two sizes, this articulated cute slug moves and sways. The articulating cups can be swapped round to create your own colourways. They are available in both solid colours and glow-inthe-dark.
Now in its ninth selling season, the Cutetitos brand has become an evergreen for retailers thanks to regular refreshes and new themes. Fresh for spring is a second wave of Carnivalitos: the candy floss scented characters that wrap up the delights of the big top carnival. This wave has an umbrella theme, with new animal friends to discover. Plus, Unicornitos fans will be excited to learn of not one but two new waves in 2022. And there’s more to come later in the year, as Basic Fun! takes Carnivalitos fans to the islands. Say aloha to the Islanditos: the new furry tutti-frutti scented friends that smell tropical. Meanwhile, as Care Bears celebrates its 40th anniversary year, the 3in micro plush and 9in bean plush lines remain popular pocket money purchases. Look out for new and old favourite characters including Togetherness Bear, Birthday and Dream Bright Bear. Finally, Misfittens is the surprise reveal range of misfitting kittens based on the internet sensation #IfitsIsits.
A pocketful of hot brands MATTEL
01628 500000 | www.mattel.com Barbie launches a cute unboxing experience with the new Barbie Cutie Reveal range, which is an evolution of its popular reveal segment. With 10 surprises in one package, the Barbie Cutie Reveal dolls provide unboxing delights with soft plush animal friends and fashions, surprises and transforming fun! Series 1 includes a bunny, kitten, puppy, and panda, with four surprise bags in each package. Barbie also continues to expand the Color Reveal range with the new Mermaid Series for Barbie & Chelsea. Hot Wheels introduces the Hot Wheels Car Culture Circuit Legend line, which features 1:64 scale vehicles with realistic castings
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and authentic decos. And new to the Hot Wheels Monster Truck range is the Glow in the Dark range. New products from Thomas & Friends include the Thomas & Friends Press 'n Go Stunt Engines. Push down on an engine to watch it zoom across the floor, then tip it back to pop a wheelie! The micro doll brand Polly Pocket is adding themed compacts to the Pocket World Assortment, including the Outdoor Sports Football, Arcade Game, Aquarium Otter and Performance Bow. Each set includes two dolls which have new articulation, with five movable joints for richer pose and play action.
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A duo of action-packed ranges FLAIR 0208 643 0320 | sales@flairplc.co.uk Flair has a host of pocket money toys and collectable brands to keep kids entertained this year, including two new collections: Battle Cubes and Action Figures. Bringing a spot of healthy competition to the collectables aisle, Battle Cubes are licensed battle cubes - kids can challenge their opponents to a rock-paper-scissors fight like never seen before. To play, players must select their secret attack. Then, it’s time for opponents to launch their battle cubes. The winning cube will capture the loser with patented transformational technology. The range launches this month with two licensed versions - Marvel Spider-Man and Marvel Avengers - and a total of 48 tokens to collect, exchange and build a mini puzzle. Action Figures are interchangeable mini-figures that feature pop and swap head and body pieces, and double-sided faces that show different expressions. Children can mix and match the pieces to create new combinations; the more figures they collect, the more characters they can create! Characters assembled, collectors can then build their own Action Heroes worlds, with playsets and action vehicles also available in the range. The collection launches in A/W22 with two themed worlds to build, which bring the excitement of the police force and the era of dinosaurs to the fore. This is a range that is all about fun and action, with storytelling central to the play pattern.
Creature collectables SCHLEICH 01279 870000 schleich@schleich.co.uk www.schleich-s.com/en Schleich’s bayala range welcomed seven cute collectable foals with candy markings to its offering in January, and a further seven will be available in July. The brand will also launch its first mystery collectable eggs this month, featuring Hatching Baby Dragons and Hatching Winged Baby Kittens. There will be 12 limited edition baby animals to collect including two rare transparent sparkling figures, and each comes in its own egg with a collector’s poster. Following the success of series one of Eldrador Mini Creatures - part of Schleich’s Eldrador Creatures range - series two and three will launch in April and August. Each series will feature 13 new collectable Mini Creatures including a golden Mini Hero. Available in a blind bag and complete with a small collector’s poster, fans can stack the creatures up into a mighty pyramid before toppling them over or put them in one of the four super strong Eldrador Robots.
MARCH 2022
Discover the magic MAGIC BOX TOYS 01403 251 286 sales@magicbox-toys.co.uk SuperThings is the popular range of TV-advertised, collectable, superpowered figures that has already given fans one new series to collect this year - Guardians of Kazoom - as well as a packaging refresh to reduce plastic packaging waste by 85%. And longevity for the brand is assured with a new collectable element for A/W22: Rescue Force. The new series will see the addition of 80-plus Rescue Force SuperThings to collect as one-packs, and 12 Kazoom Rescue Jets: winged mini-vehicles that come with a SuperThing.
Build and play HEXBUG alison_ferguson@innovationfirst.com www.hexbug.com Launched in 2021, the Junkbots range of collectables keeps on growing! From Trash Bins to large playsets, they offer the chance to follow instructions and build a robot character out of junk or add extras to make it your own. With more than 60 characters to collect, there’s an element of surprise as you don’t know what you’ve got until you unlock the box and empty out the contents. Unbox the Junkbots Metro Sewer System - with more than 285 pieces, and 15 stages of fun! Bigger and faster than the original nano, Nano Flash glows with a coloured LED light and is powered by nano vibration. From singles to playsets, the Nano Flash range will be a key focus in 2022 as Hexbug celebrates its 15th birthday, reintroducing some of Hexbug’s best sellers to a new generation.
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Helping everyone sell more
TRADE, BUILD, SETTLE IN THE MYTHICAL WORLD OF CATAN 2022 March No. 5 1 Vol. 4
OVER 36 MILLION COPIES SOLD WORLDWIDE
asmodee.co.uk • 01420 593593 • info@asmodee.co.uk Asmodee Ad.indd 1
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COMPANY PROFILE ASMODEE
New vision Asmodee UK CEO Alex Green tells us the company’s vision ‘More People Playing Games More Often’ and how they are achieving that end Alex Green CEO What is your vision for Asmodee? The Vision for Asmodee UK is More People Playing More Games More Often. We are working hard to make that come true in the UK. The last two years have been good for the gaming category and our challenge, of course, is to make sure that the fun and delight that games bring and have brought to families and friends is not forgotten. We have several exciting initiatives, including our biggest ever marketing spend, that we hope will make that happen. The great thing about games is that they can be played and enjoyed by anyone from 3 to 103 . Social interaction is something to cherish at every age. We can play games at home with family and friends, at dinner parties, on holiday. The next step for us is to take games to people, not just expect them to come to us. We want to see our games in more places but we know that building awareness takes time. We need more space where we have distribution and we need to find retail solutions to ensure
that our games work well for our retail partners. From a business point of view this means growing all of the games category that we are in, while securing a larger share of that category. Asmodee is well placed to do these things as we have a great array of products and partners. We work with fantastic third party partners such as The Pokemon Company and Wizards of the Coast on their awesome brands, are a very proud distributors for many companies in the gaming arena and are the representatives of our own group games. We have had amazing growth for the last two years and we want that to continue. We want to enhance our working relationships and collaborations with retailers and partners. There is a new and exciting opportunity as Covid measures ease but there are also some hurdles. As
The vision for Asmodee UK is More People Playing More Games More Often Alex Green, CEO Asmodee
we know the cost of living is on the increase, so family budgets are under pressure. Also there are many other things to spend money on that haven’t been available for some time – going out to the cinema, the pub, a restaurant. Our job is to ensure that people see games as a value for money, fun alternative. We believe in the strength and value of our games. What are your Hero Products and are there new Heroes to come? Dobble has been a Hero for over 10 years and we predict further success as we continue to innovate with new Dobble lines such as Harry Potter, Marvel and Pixar as well as football clubs. Other great products are Catan, Bananagrams, Ticket to Ride and Dixit which are growing at a good rate. Unlock and Carcassonne are Heroes as is The Sock Game.
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We are fortunate to have a number of routes to developing successful games – we have games from our group studios who invent, develop and publish and we work with designers, and our great third party publishers where we believe we can accelerate their growth with our marketing and distribution prowess for example The Sock Game. From our own resources we have Yak, which we’re launching at UK Games Expo (the UK’s biggest consumer games show). It’s great fun and we expect it will become a big seller. And we are always looking for gaps in the market and new opportunities. The last two years have been a challenge for everyone in the workplace. How do you see the future? We can be proud as a team of how we faced the challenges of the last two years. To have your entire employee business model over-turned in five days was a huge challenge and, of course, Covid was a much longer-lasting issue than anyone could foresee in March 2020. I was incredibly proud and impressed by the response across the whole company. Like most companies our office staff became home workers, which is where we still have a majority of people working. Our warehouse teams were based from our sites and continued throughout being physically available to do the core function of getting goods in and out. To undertake that change and still grow our sales quite dramatically is a credit to our hard working and incredibly passionate colleagues at every level in Asmodee. For the future I do see a return to the office with hybrid working. At first not necessarily everyone every day but getting people together to share, collaborate, learn and engage is a fundamental part of our philosophy. I am sure this is the right thing. As we
grow we will need new and bigger offices. We have designed a purpose-built operation in Borden, which will house the distribution centre, marketing, sales and all offices. This building will be ready within the next 12 months. This gives us the ability to get back to having social events for our colleagues. For example, we can run pre-release games nights with new product. We need to have fun and that sense of fun can go back to families and then back into the market. This spirit is part of what attracts people to come to work and grow their careers with us – we are all passionate about what we do and how we can do better. It’s infectious and that DNA strand goes through the whole company so it is important we all make time to spend time together. Why is it important for families to play games? Game play is so important. There’s proper social interaction. Youngsters learn social skills, competitiveness, negotiation, strategy, co-operation and develop a sense of worth and achievement. Games help develop their personalities. They understand it is possible to have fun without being reliant on technology alone. Games provide something you don’t get just by watching TV. Outside the home, people can go to games cafés or consumer shows where they can make new friends sharing a common interest. We need to remind people that games are not just for holidays or Christmas! Maybe your entry level will be Dobble but we want you to progress through to Azul, Catan, 7 Wonders for more stimulation and enjoyment. The great thing about Asmodee is that we offer everything from quizzes to Push Your Luck type games, Trading Card Games, Abstract, Fantasy, Role Play and Guessing.
We certainly What is the future of board games? To us it is putting games wherever will be at people are. That might be festivals –we festivals and might go to Glastonbury. It could be But we certainly will be family events championships. at festivals and family events throughout throughout the summer. We need to get people to more often so we should take the the summer. play games to them. This is something we We need to intend to do a lot of in the months and get people to years to come. play more Can you let us into any secrets? often so we Not really! We have access to fabulous - and distribution and should take products productivity are things we are good the games at. We have started doing television sponsorship with CITV and have built to them a relationship with Absolute Radio; we Alex Green CEO, Asmodee
Who do you see as the big players in the puzzle and games sector?
What is your view of the gaming world v the board game? I’d say that digital games on console and mobile phone tend to be a more individual pastime than our games world. The digital market is bigger but enthusiasts often also want something more social. We can work together as we offer subtly different things. Maybe learning from console games our graphics have come on leaps and bounds in recent years. There’s a lot of cross-fertilisation between both. A healthy digital gaming world feeds a healthy board game world and vice versa.
will be looking to continue those types of activities. This helps us spread the word and encourage people to get into games. We are very keen to get back to doing a lot more demonstrating. Sometimes people believe that a game is too complicated for them or just not for them. When we give them time with an expert to showcase and explain the games they often become total fans. We’re planning a ‘Summer of Fun’ but watch this space as more will be revealed when the time is right!
One of the wonderful things about the games industry is the many and varied people and products. To single any one out would be unfair to the rest. In summary, we want to change the world by having ‘more people playing more games more often’.
Contact details : info@asmodee.co.uk 01420 593 593 Asmodee.co.uk
Socials: Twitter twitter.com/AsmodeeUK Facebook facebook.com/AsmodeeUK/ Instagram instagram.com/asmodeeuk
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