Toys n Playthings May 2014

toysnplaythings.co.uk

014 May 2 No.8 3 Vol. 3

Helping everyone sell more

8 features in one watch!

Sensitive touch screen

. and more effects... Ga & . . a r y e a m l a ! p mes... A is .. C . d s l o a t e i n alogue & dig Vid

Launching July. Supported with heavyweight TV, digital and PR campaign.

Independently audited ABC circulation of 5,195 1 July 2012 to 30 June 2013

Details Detail ls from: from fro om o mark.foster@hasbro.co.uk mark.foster@h foster@hasbro.co.u er@hasbro.co.u uk 020 8744 5602 560 02

CONTENTS Regular 014 May 2 No.8 3 3 .

Vol

TEAM TnP Group Editor

5

Leader with Mirella Cestaro

6

News – what’s the latest?

9

Quick Coffee Break with Adam McGowan, Head of Marketing at Creative Toys Company

10

People News – checking in on the movers and shakers

11

Exhibition News – the latest on global fairs and shows

P21

Features

Mirella Cestaro mirella@lemapublishing.co.uk

25

Electronic Learning Aids – we delve into the industry’s high-tech learning products

Editor

34

Licensed Playsets – the top licenses combines with classic play patterns

50

Cars, Trucks and Planes – hit the road or take to the skies, all from your front room

Mairead Wilmot mairead@lemapublishing.co.uk

P50

Writer

Ryan Horwood ryan@lemapublishing.co.uk

22

Maintaining the vision – Chicco talks about ‘Building The Team’ and the company’s future

42

Northern Testhouse – we speak to Lax Pattni, Director of Northern Testhouse, about the company’s safety testing experience and top tips

30

Retail Interview – TnP sat down with John Bentley, Toy Buyer at Beales to talk about its more than 130 years of history

Sales Manager Ian MacFarlaine ian@lemapublishing.co.uk

Publisher Mark Naish mark@lemapublishing.co.uk

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

ni

ve

8 rsary 19

Columnists 20

The Media Whisperer – media expert Clive Crouch has a case of ‘Deja View’

24

Shop Talk – columnist John Ryan gives us the latest lowdown from the high street

44

The Independent and Secret Supplier – the toy trade’s most vocal columnists talk customer service

58

Licensing Opinion – LIMA’s Kelvyn Gardner talks about the licensing appeal of cool cars

Production Director Paul Naish paul@lemapublishing.co.uk

An

Cover Story – we take some time to find out about VTech’s new Kidizoom Smart Watch

25th

21

- 2 014

Group Advertisement Manager

Special Report

9

Rhys Thomas rhys@lemapublishing.co.uk

P25

Circulation Manager Robert Thomas robert@lemapublishing.co.uk

Lema Publishing Ltd

PUBLISHING

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

Toymaster Special – flip the mag!

3

The toy masters are coming – what to look forward to in Harrogate

5

Exhibitor List – who’s exhibiting and where to find them

6

Toymaster Talk – find out what Toymaster members are hoping to get out of the show this year and what’s selling well

8

Supplier Talk – suppliers tell us the benefits of the Toymaster May Show

10

Retail Interview – Stephen Hartfield of Kids Stuff Toys talks to us about being a Toymaster member

13

Toymaster Guide – a guide to who’s exhibiting what at the show

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

Independently audited ABC circulation of 5,195 1 July 2012 to 30 June 2013

toysnplaythings.co.uk

Helping everyone sell more

St George Hotel - Opposite Main Toymaster Show

FREE Stock Worth ÂŁ200

(SRP)

With all orders placed at the show. (conditions apply)

0845 6000 286

Growing Great Brands

LEADER

W

A member of the Audit Bureau of Circulation

Independently audited ABC circulation of 5,195 1 July 2012 to 30 June 2013

ell, it just does not stop! Just as we are heading to print on our May issue, it has been announced that Lisle Licensing have been appointed as licensing agent for Flappy Bird, the hit game created by Vietnamese-based developer Nguyen Ha Dong. What a major scoop! For those not familiar with the Flappy Bird story, you should be.

The game hit headlines across the globe earlier this year due to its sheer popularity and spawned hundreds of copycats in the App store. It was being touted as ‘the new Angry Birds’ – what would Rovio have to say about that, we wonder!

It’s fantastic news for Lisle and we wish them all the best, this has success written all over it.

But moving on to other matters, Hasbro have to be smiling after the release of their Q1 figures; it seems all is going well for the company, with their girls properties shining at the moment. Make sure to turn to our news pages to find out that full facts and figures.

We’ve also had a busy old time of it here at

PUBLISHING

At the heart of retail Also published by Lema Publishing

licensing T O D A Y

W O R L D W I D E

magazine

TableWare INTERNATIONAL

PICTURE BUSINESS

Featuring FRAMING BUSINESS

Lema Towers. We spent April preparing for the AIS Independent Toy and Gift Fair in Solihull. And what a show! The AIS crew pulled off a great event.

Speaking to people on the floor there seemed to be an air of positivity about, which was great. Our writer Rhys Thomas was on the ground chatting to retailers and suppliers so turn to page 46 to read our report from the show. And speaking of shows, we’ve turned our attention to Toymaster in the issue. We hope you enjoy our special section dedicated entirely to the show (just flip your magazine around and prepare to be awed!)

There is no doubt the toy industry looks forward to the May show each year. It is such a great opportunity to meet with members, the Board and suppliers too.

We’ve sat down with lots of retailers and suppliers for this issue and they all say the same thing about the show…“We write orders and that is what makes it different”. Ultimately, that’s what these shows are all about. And we shouldn’t forget that this year is a big one for the Toymaster team too as they celebrate 25 years, so be sure to wish Ian Edmunds and the crew a happy 25th birthday!

He will appreciate it, we’re sure!

And Team TnP will also be out in force, so if you happen across our editor Mairead Wilmot or writer Rhys Thomas and they ask you for a quote, do oblige!

We also took the opportunity to speak to a whole host of Toymaster retailers about what the show means to them and why being a member of the buying group is so important. One worth-while read is our interview with Stephen Hartfield of Kid Stuff Toys, Stephen gave us the low-down on how

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

things are performing at retail. And he had some Mirella interesting insights which Cestaro we are sure you will enjoy reading on pages 10 and 11 of our Toymaster section.

But not forgetting the rest of our May magazine!

Turn to page 21 to read all about VTech’s latest must-have product, the Kidizoom Smart Watch.

Let us tell you this product is one to watch!

(Pardon the terrible pun!) I’ll eat my words if it isn’t adorning children’s wrists across the country in a few months. Some of the products out there are really fantastic at the moment, in my humble opinion, but you’ll find our famously cheery columnist The Independent sees things a bit differently this month. In fact, he is asking some tough questions of the toy trade, turn to page 44 to read his always interesting words, and The Secret Supplier’s reply.

We also run a great retail interview with John Bently, toy buyer at Beales which starts on page 30. Beales now have 30 departments stores under their umbrella, with John heading the toy departments in all of them. He gives a really insightful interview so settle down with a cup of tea and enjoy it!

And we also have a great feature on Chicco who introduce their new team to us all, along with giving an insight into their vision for the future.

You’ll find that on page 22 and 23.

Naturally, we are all about selling toys at TnP so our feature categories this month are licensed play sets; cars, trucks and planes; and electronic learning aids. We hope you find the fantastic products you are looking for! Knowing, as we do, that toy safety is such a vital part of the industry, we have our second quarterly Toy Safety Roundtable where experts in the industry talk about the latest topics, turn to page 40 for more on that.

And finally…we’ll see you all at Harrogate!

VTech Kidizoom Smart Watch

NEWS For the great outdoors!

Learning Resources celebrates 20 years Learning Resources celebrated a mammoth birthday recently, when they turned 20!

Employees, friends and families of one of the UK’s leading champions of hands-on learning came together to celebrate 20 years of serving the needs of educators, parents and children alike.

Guest of honour at the event held in the company’s hometown of King’s Lynn on 1 May was Rick Woldenberg, chairman of Learning Resources’ parent company in the USA. Employees past and present attended the event, hosted by Learning Resources MD Dennis Blackmore.

Dennis, who opened the UK office, said: “Twenty years in business is a fantastic landmark by any standards, particularly in the face of some of the most challenging trading conditions in living memory.

At Learning Resources we have a market-leading portfolio of educational toys that are of the highest quality and which are the brand of choice for teachers and parents alike.

“The team we have assembled here in King’s Lynn is outstanding and I am delighted to be able to celebrate this moment in the company’s history with so many friends and colleagues.”

6

Mega Bloks want everyone to head for the great outdoors! With a focus on getting little ones to be active and enjoy the fresh air, their new ‘Get Out and Play’ campaign is an umbrella for a host of tailored retailer promotions and offers, all of which are centered round this theme. Mega Brands is supporting the campaign, which focuses on the First Builders Range of toys, with strong marketing activities including TV tagging, direct mail, social media, tailored media promotions, premium national press competitions, feature articles and editorials to help maximise the impact. Speaking about the campaign, Pete Fuller, UK and European Marketing Manager said: “We wanted to implement a really strong initiative to drive interest, traffic and sales to our retailer partners, whilst creating interesting, relevant and creative content for parents that can be driven through a host of different communications channels.

“This is just the first of a number of key tent poles that Mega Brands will be running this year, to help support retailer activity and ultimately drive interest and further increase sales. We hope the success of this campaign will help encourage as many retailers as possible to get on board and benefit from all our 2014 initiatives.” For further information contact Mega Brands on 01844 350033.

EPOCH KNOW HOW TO ROCK As far as inaugural mascot events go, this was definitely a hit!

EPOCH making toys held their first ever Mascot Event at the Redhill Centre, Surrey recently.

Their popular Sylvanian characters Freya, Ralph, Tiffany and Abbigail went down a storm with the gathered crowd as part of the shopping centre’s Easter celebrations.

The event was in partnership with Toy Barnhaus who were delighted with how it went. Stephen Barnes from Toy Barnhaus said: “The Sylvanian Mascot event at Toy Barnhaus, Redhill was a fantastic event that generated lots of excitement about Sylvanian families. It was very well run, and fantastically received by all the children who attended, and we are looking forward to the events at our other stores later this year.”

The events are all part of EPOCH making toys strategy to attract at least 20% new consumers to the brand year on year and EPOCH aims is to hold 200 of these events by the end of the year.

Pennies can make thousands The team at The Entertainer must still be basking in a warm glow after their customers raised an incredible half a million pounds for six children’s hospitals. The money was raised from individual donations of less than a pound made by customers via the digital charity box, Pennies. The hospitals benefitting are Alder Hey Children’s Charity

in Liverpool, Birmingham Children’s Hospital, Great North Children’s Hospital, Great Ormond Street Hospital Children’s Charity, Wallace and Gromit’s Grand Appeal, which supports Bristol Children’s Hospital and Yorkhill Children’s Hospital in Glasgow. Gary Grant, The Entertainer’s Managing Director, said: “We have been working with Pennies for nearly three years and have been delighted and amazed by both the total amount of money that can be amassed by donations averaging 29p, and the willingness of customers to give – we receive many positive comments from customers about the Pennies initiative.”

toysnplaythings.co.uk

ARE YOU ON THE TOY TRUST TEAM? The Toy Trust’s seven-a-side charity football tournament returns this year for another day of fun for a good cause. Hasbro has arranged the event, hosted at the excellent Astroturf facilities at Brunel University, Uxbridge, London. The event will take place 12noon – 5pm, Friday 27 June. This year, Hasbro are also looking to run a concurrent Netball competition.

Several companies are already on board for this, so if you are better with your hands than your feet, this could be a great way to get involved. Let Hasbro’s Mark Foster know using the below details. The event is organised in support of the Toy Trust, the charitable foundation of the BTHA, which supports disadvantaged children and their families locally, nationally and internationally.

For more details and to get involved email Mark Foster at mark.foster@hasbro.co.uk or call 020 8744 5602. Places are on a firstcome, first-served basis.

A vivid portrayal of Union J Since the brand’s official launch at Toy Fair in January, Vivid has extended its range of Union J merchandise. In addition to the 12” dolls, the range will now include keychains, Celebz figurines, and a game. Kerry Paternoster, Senior Brand Manager at Vivid said: “Retail support for the dolls and spin off items have been great and sales have been boosted by the signing event which took place at Hamleys’ Regent Street store in February... The response they’ve received regarding the dolls has been more than we ever anticipated.

Revell have moved Revell GmbH has relocated to new offices to accommodate the growing team and expansion into the Hobby RC business. The move has been made in part to accommodate new staff members to handle sales and marketing for the Hobbico product range. The company has recently hired Andrew Rawlinson for Product Marketing & Communications, Hobby RC; Peter Addyman as Regional Manager for the midlands and south of England; and Stuart Bird as Sales Agent for

MAY 2014

the north of England, Scotland and Ireland.

From 21 April 2014, the new address and contact details are as follows: Revell GmbH Unit 10, Old Airfield Industrial Estate, Cheddington Lane, Tring HP23 4QR Tel: +44 (0)845 459 0747 (Revell), Email: ukbranch@revell.de (Revell), Tel: + +44 (0)845 459 1966 (Hobbico) ,Email: uk@hobbico.de (Hobbico).

Hasbro report strong Q1 profits Hasbro has reported a bumper first quarter to 2014.

In figures released across the pond, the company reported a 2% increase to $679.5million compared to $663.7 million in 2013. The strong earnings are being attributed to the girls’ sector which includes My Little Pony and Nerf Rebelle.

Speaking about the results, Hasbro’s President and Chief Executive Officer Brian Goldner said: “Our first quarter results reflect continued strong performance across several key initiatives including Hasbro Franchise Brands, Emerging Markets and the Entertainment and Licensing segment.”

Reflecting a positive mood in the company, Deborah Thomas, Hasbro’s chief financial officer, commented: “While only the first quarter, our results reflect solid underlying profitability, a healthy balance sheet and good cash flow.

“We remain committed to investing in our business to profitably grow Hasbro for the long term, while returning excess cash to our shareholders and maintaining a solid investment grade rating.”

Roll up for a new website Hy-Pro International has launched the new Rollers website, which you can find on www.rollersworld. co.uk. It showcases the new wheeled toy range, Rollers R1 and Rollers R2. The products are designed to grow with the child, developing core motor skills, balance and confidence- all essential for a child’s active development. Ying Pickavance, Senior Category and Brand Manager, says: “Rollers is a new exciting brand powered by Zinc Sports. Rollers give parents a chance to buy two wheeled-toys for the price of one! The new website’s design captures the essence of the brand and explains in depth what the fantastic Rollers range offers.”

7

NEWS

You should always love yourzelfs Character Options are definitely riding high this year! Their hugely popular girls collectable, The Zelfs, is in for another bumper series. Following hot on the heels of the hugely successful rollout of Series 2 in February of this year, Character are now looking towards the release of series three. This is expect to launch in July.

Retailers can expect to look forward to a new scented collection will be introduced called Zelicious. Andrea Smith, Brand Manager commented: “We are delighted to follow the initial launch with a successful second Zelfs season and look forward to the autumn launch of the Zelicious series. Once again the creators, Moose, have excelled themselves in producing appealing new characters that girls just love to collect and their fruity scents will just add to the attraction. The new launch will be supported with our traditional TV campaigns plus inventive PR that will see a fun digital campaign to be announced in coming weeks. Add to this yet more ultra-rare Zelfs, retailer support and girls’ print activity and we are predicting even greater success.”

A new website for Mookie Toys This partnership has got some Flair The team at GP Flair have teamed up with Signature Publishing for a three-month collaboration.

Flair’s modelling brand Plasticine is to get three monster months of activities across many of Signature Publishing’s children’s titles from April through to June. This will include the sampling of 150,000 mini Dinosaur Squidgems that has been specially produced for Dinosaur Action and Fantastic Funworld magazines. Flair worked closely with the Signature Publishing team to create three dinosaur versions of the mini Squidgems sample packs, which will be available on the next three issues of Dinosaur Action, with the partnership starting on 11 April.

8

Mookie Toys have launched their brand new company website Mookie.co.uk which has a brand new retailers area.

The new website blends all aspects of the business together including company, brand and product information; news; customers services; spare parts sales and that all-important new retailers area which is coming soon.

Every brand is presented within its own mini site, showcasing core product lines, encouraging social interaction, and sharing brand news.

The all-new Mookie.co.uk strives to provide retailers with everything they need to find out about Mookie products and place their orders.

A marbelous event Marbel are heading to Harrogate! The team will be will be exhibiting at the St George’s Hotel for the duration of the Toymaster show, which runs from May 20 to 22. Following on from the success of previous shows, Marbel Ltd will be exhibiting new lines from within their distributed brands. Brands on display will be BRIO, Hape, Disney figurines by Bullyland, micro sized Nanoblock, dress up and accessories brand Pink Poppy and the new buildable and collectable pop-out robot cards from OiDroids.

Bullyland will be launching a new Disney Princess gift pack in July which will make a perfect Christmas gift. Samples of these will be on display at the show.

Also Nanoblock is launching their annual festive lines including a Santa Claus and Reindeer, a Santa Claus and Christmas Tree and a Christmas Tree and Snowman.

These are due to go on sale in September ready for the Christmas rush and will also be on display in May. For the more experienced Nanoblock builders a large Titanic ship is set to launch in September with over 1400 pieces to the design. And as always, Marbel say there will be special show offer deals running and discounts for orders placed during the show.

Make some time for Recreation Another company making their way to Harrogate for the Toymaster show are the lovely folks from Re:creation. They will be joining Marbel just across the road in the St George Hotel, 1 Ripon Rd where they will be based in the boardroom. Re:creation say they have the strongest product range yet across pocket money, boys, girls and outdoor. Two highlights include a brand new pocket money craze product and an outdoor toy with a difference. The all new Zip Stix, suitable for ages 4+, is hitting the shelves as an amazing pocket money proposition. A hot new product, collectable and playfully fun - simply lock, load and launch against the competition.

The innovative patented design has awesome high-octane graphics. From £2.99. Zip Stix will be supported with an impressive TV campaign.

Other big news are Sky Ripperz from Air Storm, one of the fastest growing properties last year(NPD 2013 YTD, value). With strong TV support on launch, these supersonic whistling rockets will wow kids aged 8+.

There are 3 rockets in a pack and a launcher for just £9.99.

toysnplaythings.co.uk

COFFEE BREAK

A monster of a deal Mattel has recently announced the signing of VMC Accessories Ltd to produce a range of licensed accessories for their hit girls brand Monster High.

Due to launch in July 2014, the product range will introduce both summer and winter accessories – from headwear, earmuffs, scarves and gloves, to items such as sunglasses, belts and gadget accessories.

Laura Sumner, Commercial Director VMC Accessories, explains: “We are delighted to be working with Mattel on the Monster High brand.

Mattel provides great creative assets and we’ve got some fab products in development including a new range of Technical and Gadget Accessories.”

Helena Mansell-Stopher, Senior Licensing Manager, Mattel UK, adds: “VMC is a leader in the accessory category; with its great creative handwriting and retail relationships we are excited to be partnering for Monster High accessories.”

England 4 Blister Pack

What are your three hero products at the moment?

With the World Cup virtually upon us, our Hero products include our World Cup range. More specifically the Official England Team Packs and our International Blind Bags are proving very popular. Further to this, sales of our Roy Hodgson SoccerStarz figure are extremely positive.

England Blind Bag

The Creative Toys Company work with lots of great licences, tell us a little about them?

We have multiple licenses for our range of SoccerStarz figures and all the license partners we work with are exceptionally receptive. We’re constantly amazed at how well received our products are by both club and players alike. We often get individual requests from players themselves as well, which is very encouraging.

What has been your highlight of 2014 so far?

Our big highlights so far this year have been the launch of our Brazilian office, just in time for the World Cup. Plus our freshly signed distribution agreement with Simba Toys in Germany following an impressive debut of SoccerStarz at the Nuremburg Toy Fair.

K’Nexing with TV K’NEX have just unveiled their new TV commercials.

Under a campaign tag line of ‘The K’NEX Big Thing’, the company’s new TV campaign will be the key driver in its marketing re-launch plans. Interestingly, this new campaign marks the first dedicated TV campaign for K’NEX in the UK for several years, and will be launched online this month with TV broadcast from July. Alison Hubbard, Head of Marketing, K’NEX UK, explains: “With this new TV commercial we have taken a humorous and aspirational approach to promoting K’NEX. It perfectly captures the unique qualities of K’NEX and will play a vital part in our marketing programme as we step up our campaign to connect with our core consumer.”

First broadcast of the 30 second “K’NEX Big Thing” Exoskeleton ad promoting the Company’s range of building tubs and chests will take place in late July and from September a 20 second execution will be combined with an additional 10 second spot promoting the K’NEX Typhoon Frenzy Rollercoaster. The heavyweight TV campaign will total around 2000 TVRs between July and December.

Adam McGowan Head of Marketing with the Creative Toys Company has a rapid fire Coffee Break with TnP and tells us about what is in store for them in the coming months

What will Creative Toys be focusing on for the rest of the year?

We’re extremely busy gearing up for the start of the 2014/15 season with a raft of new teams and players set to be announced. Beyond this our international presence is continuing to grow at a rapid rate, especially in the Asian market.

England Blister Pack

If you were to describe Creative Toys in three words, what would they be?

Exciting, passionate, determined.

England 15 Player Pack

MAY 2014

9

PEOPLE

NEWS

A highlight for EPOCH EPOCH making toys has appointed Highlight PR to manage PR and social media for its iconic collectible toy range, Sylvanian Families.

Highlight’s role is to reach children aged 4 to 8 years – both existing and potential fans of Sylvanians - and their parents, plus extended family members who are giftgivers. Another key objective is to recreate a sense of nostalgia amongst ‘second generation’ parents, driving them to introduce their offspring to the brand they loved in their own childhood.

“We’re delighted to be working on such an iconic, heritage brand as Sylvanian Families,” said Alison Vellacott, director of Highlight PR. “When you mention it to people, so many say how their child loves playing with them, or that they have all their Sylvanians carefully stored in their attic ready for the next generation. We’re looking forward to tapping into that love for the brand and nostalgic sentiment”.

The campaign will include the creation of engaging online content shared across a range of social media platforms, support on fan club newsletters and blogging, editorial competitions and a range of PR activities targeting national, regional and trade media.

Sally Carnall, Marketing Manager at EPOCH making toys added: “We are thrilled to be working with Highlight PR to drive our PR and social media plans forward. Their experience of dealing with other heritage brands and their excellent ideas for Sylvanian Families and Aquabeads will be a really strong benefit to our strategies and objectives”.

Highlight is also managing EPOCH’s Aquabeads brand, the design-based bead sets which stick together when sprayed with water.

Sales team bolster Hobbico Following the announcement that Revell GmbH will handle sales and marketing of Hobbico products within the UK, a dedicated sales team from the hobby RC industry has been employed.

Andrew Rawlinson will be responsible for Product Marketing and Communications, Hobby RC. He brings with him extensive product marketing experience within the hobby RC sector. Peter Addyman joins as Regional Manager for the midlands and south of England, while Stuart Bird joins as Sales Agent for the north of England, Scotland and Ireland.

Caption: Left to right, Stuart Bird, Andrew Rawlinson, Peter Addyman.

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HTI announce new appointments HTI, the UK’s largest independent toy manufacturer and distributor, is delighted to announce the appointment of two new members to their National Account Sales Team.

Alex Ratchford joins HTI as Senior National Account Manager, tasked with managing major accounts across HTI’s portfolio of licensed, own label and Global Partners distribution toy ranges.

With over 20 years experience in the toy industry, Alex has held senior sales positions with Smoby, Worlds Apart and most recently MGA Entertainment.

Mark Walls, HTI UK Managing

Director commented “We are thrilled to welcome Alex to the HTI team. She brings a wealth of experience.” Alex added “I am really pleased to be joining HTI at such an exciting time for the company and with such great plans for future development.

HTI have built a reputation within the industry as a supplier of strong licensed ranges, quality product and fantastic margins.”

Michelle Dalziel has been internally promoted to the role of National Account Executive, taking over from Jenny Holvey who has left the company for pastures new.

A Plum job!

Plum has appointed Philip James, whose previous role with Plum was National Account Controller, as Director of Sales. Philip has gained considerable experience with the company’s major retailers, over the five years he has been with the company. In his new role, Phil takes on responsibly for all Plum sales covering both UK and the company’s developing international markets. Phil takes over the role from Jon Tilley who has decided to pursue new challenges in the baby and nursery sector.

Ian Rice has also been appointed National Account Manager, stepping up from his previous role as Key Account. He takes on responsibility to drive sales to a portfolio of major Plum UK customers.

John Mueller joins Topps John Mueller has been appointed chief financial officer at The Topps Company. John joins after a fiver year tenure as CFO for the XO Group (formerly The Knot), and started in his new position on 7 April.

“John is a seasoned executive with a wealth of experience across consumer products, finance and the digital space, and we believe his financial and strategic skills will be an incredible resource to draw upon as we continue our growth,” commented Topps president and COO, Michael Brandstaedter.

toysnplaythings.co.uk

EXHIBITION

NEWS

Learn about licensing the Vegas way

Kind + Jugend is back again!

Returning again this year is one of the world’s most important specialist fairs for the baby and toddler.

Kind + Jugend will run from September 11 to 14 in Koelnmesse, Cologne. Visitors can look forward to exhibitors covering everything from children’s furniture, safety seats, textile goods, prams and pushchairs, hygiene articles and toys to name but a few.

In 2013, more than 20,000 trade visitors

attended the show from 110 countries. There were also 1,014 exhibitors from 45 different countries.

With 100,00sqm of exhibition space, Kind + Jugend 2014 is set to be as spectacular and busy as ever. A highlight of the show is the Innovation Awards where the best products in the industry are honoured.

To ďŹ nd out more about the show, log onto www. kindundjugend.com

Licensing Expo - the world’s largest gathering of brand owners, retailers, licensees, sales promotion agents and consumer products manufacturers, has announced that Licensing University Registration is now open! The show runs from June 17-19.

Licensing Expo, free to attend, is three action-packed days of networking, deal making and education in Vegas. This is a fantastic opportunity to meet directly with brand owners representing over 5,000 of the hottest brands, discuss upcoming trends, compare properties available for license, and learn from the best and the brightest at the Licensing University. Hosted by LIMA, the ofďŹ cial 25 seminar programme explores topics such as retail strategies, new business models, royalties and how to leverage brand equity.

Whether you are new to licensing or an industry aďŹ cionado, Licensing University will offer you insight on upcoming industry trends and innovative ideas to apply to your business. Licensing University Licensing Expo: Free to Attend will kick-off this year with the Licensing University All-Access: Opening Keynote, delivered $169

by CEO and co-founder of Keynote: Free to Attend DreamWorks Animation, Jeffrey LIMA Member: $149 Katzenberg on Tuesday, 17 June To see the Licensing University from 8am – 9am. The keynote schedule log onto www. is free for registered attendees licensingexpo.com where you and exhibitors, simply present a will get more information. show badge to attend.

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11

MOVIE

NEWS

Turtle Power The marketing machine for Teenage Mutant Ninja Turtles whirled into action with the release of the first official trailer at the beginning of March, and since then new details have continued to emerge.

The trailer revealed Michael Bay’s re-imagined look for the Turtles, who first appeared in comic books before making their move to toys and TV animation. And we also now know who will voice some of the characters. Jackass-star Johnny Knoxville will voice the half-shelled heroes’ leader Leonardo, while the Turtles’ mentor and father figure Splinter will be voiced by Disney Cars veteran, Jonathan Liebesman.

New official movie posters have also been revealed, giving fans a further glimpse of the Turtle’s signature weapons. Leonardo’s katanas, Michelangelo’s nunchaku, Donatello’s bow staff and Raphael’s sai are all there, each wrapped in the glow of their individual colours.

Megan Fox will star as the Turtles’ human companion April O’Neil in the film, which is slated for a 17 October 2014 release in the UK.

Captain America breaks records Marvel madness continues as Walt Disney’s Captain America: The Winter Soldier breaks all previous April box office records in the US. The film, a sequel to 2011’s Captain America: The First Avenger, took $96.2 million on its US opening weekend last month, overtaking Fast Five’s previous record of $86m.

Winter Soldier’s success mirrors the earnings trajectory for other films starring the heroes of Marvel’s superhero super group The Avengers. The successive releases of the Iron Man trilogy took $102m, $128m and $175m respectively in their US opening weekends, and the Thor sequel made $85m last November, an increase of $20m from the original.

Disney is now in a strong position for the release of ‘Captain America 3’, which has been positioned to go head-to-head with Warner Bros.’s tentpole Superman and Batman crossover picture. Both will hit cinemas on 6 May 2016.

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EPISODE VII: FILMING HAS BEGUN Yes, TnP’s coverage of Star Wars Episode VII continues – it’s hard not to be interested in the movie franchise which has spawned some of the most popular licensed toy ranges of the past 30 years.

Last month, Disney Chairman, Alan Horn, revealed that filming on Episode VII had begun. “We’re actually shooting some of it now,” he revealed in an interview at Loyola Marymount School of Film and Television in Los Angeles.

This could, of course, be little more than advanced location and database shots for editing. But tangible film for Star Wars Episode VII now exist, it would seem.

And what about casting, a topic that has been ostensibly-confirmed then refuted since the films announcement? “We have a lot of them, [the casting is] not completely done yet.”

The saga continues…

Movie calendar: May 2014 TnP takes a look at this month’s biggest cinema releases.

Tarzan – 2 May – Constantin Film Produktion, Ambient Entertainment GmbH Twilight star Kellan Lutz lends his voice to the true king of the jungle.

Godzila – 15 May – Warner Bros., Legendary Pictures Godzilla returns to terrorise the big screen, starring Breaking Bad’s Bryan Cranston as Joe Brody.

X-Men: Days of Future Past – 22 May – Twentieth Century Fox, Marvel Entertainment The X-Men return in this timetravelling fight to save the future.

Legends of Oz: Dorothy’s Return – 23 May – Signature Entertainment, Summertime Entertainment (II) Voiced by Glee’s Lea Michele, Dorothy hits the yellow brick road for more adventures.

Postman Pat: The Movie – 23 May – Lionsgate, Classic Media, RGH Entertainment Everyone’s favourite postie takes on the world of reality-TV talent shows.

Release dates taken from imdb.com are correct at time of print.

toysnplaythings.co.uk

MEDIA

NEWS

Bob is back!

HIT Entertainment has announced that a brand new CG-animated series of Bob the Builder has entered pre-production.

The new series is being produced out of HIT’s UK headquarters, with Canadian based digital animation company Mainframe – a division of Rainmaker Entertainment – coming on board for the animation. HIT Entertainment will produce two series of 52 x 11’ episodes of the popular pre-school show, due to be delivered late 2015.

“We are thrilled to be bringing an all-new series of Bob the Builder to viewers around the world,” said Michael Carrington, VP Global Content and Executive Producer at HIT Entertainment. “The brand is built on strong foundations and with the new creative direction we’re working on, we are committed to ensuring the future remains bright for TV’s favourite builder.”

Hexbug Havoc breaks free Innovation First has launched Hexbug Havoc, a mobile app starring the popular Hexbug Nano V2 bug. Created in collaboration with developers Behaviour Interactive, the game lets fans race and battle the Nano V2 bug on the go.

Available for free on the App Store for iOS devices, Hexbug Havoc players choose their own Nano V2 before exploring their way through endless horizontal tracks and vertical tubes filled with collectibles, power-ups, obstacles, and even enemy Hexbugs.

“This game will bring fans even closer to the fun of HEXBUG’s playful, adventurous robotic creatures,” said Bob Mimlitch III, co-founder and chief technology officer of Innovation First International.

“The new platform is a fun, free complement to our existing robotic toys, allowing users to easily take their HEXBUGs on the go, while leaving their tracks and physical bugs at home. The game is also totally addictive.”

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PINYPON IN YOUR PALM - GET IT NOW Famosa has launched Pinypon Parks, an app based on its Pinypon range of cute interchangeable mini dolls and playsets.

The app is an interactive game giving kids the chance to create their own amusement park, and then have fun with their Pinypons on various attractions including a roller coaster, bumper cars and aqua slide. It’s easy to play and kids can unlock different attractions as they go.

With a strong comeback this year, Pinypon Parks adds more weight to the popularity of Pinypon. Packed with colourful, dynamic graphics, the app is available now as a free download for iOS and Android devices.

Rock the app store Taking its popular Winx Club into the digital marketplace, Rainbow has released the Winx Club: Rocks the World app. The new release will add to the buzz that surrounds a brand that in, boasts over 15 million viewers each day through 115 broadcasters worldwide.

The new game, created by leading publisher Budge Studios, lets fans join the Winx Club on their magical music tour across all the worlds of the Magic Dimension. Players can unlock cool rewards to make exciting tour posters featuring loads of different of backgrounds, stickers, and paint colours, all whilst rocking out to cool Winx Club songs from the hit series!

Winx Club: Rocks the World, free to download with in app purchase, is available on from the App Store, Google Play and Amazon.

“Budge Studios have done a fantastic job with Winx Club: Rocks the World,” said Cristiana Buzzelli VP, Contents (Publishing & Digital Business), Rainbow. “The combination of art, music and magical gameplay is proving a huge hit with fans and the app’s impressive chart performance shows just how popular Winx Club digital content is with kids across the world.”

toysnplaythings.co.uk

MEDIA

CHARTS

Boy oh boy – are we in trouble?

4000 3500 3000

W

elcome to the Global Media Report covering the TV market for March 2014. Following on from our last report we see the decline in viewing levels continues for Boys 4-9 years, these are massive drops in viewing levels.

When we look at the Boys 4-9 viewing levels we see the market leader for March 2013 was The Cartoon Network with 8,502 TVR’s for this period, now when we look at March for this year this has dropped to 5,951 TVR’s which is 30% down, Nicktoons -35%, Pop -45%, CiTV -52% - these are massive changes in the viewing landscape. The overall decrease for Boys 4-9 for March 2014 is 28.9% when compared to March 2013.

Looking at the viewing data for Girls 4-9 years, we continue to see decreases, however these are not as dramatic as the Boys viewing levels, overall the Girls are down by only 7.9% which is substantially better than the Boys market at the moment. We see key Girls stations such Nickelodeon, Boomerang and Pop Girl are all down. We have been saying for many months, if the Kids stations do not have a re-think about programming they will lose viewers and this appears to be happening, it will be extremely difficult to get these viewers back - once they go they have gone.

We have always said to reach the Housewives with Children’s market is difficult if only using the Kids Satellite stations and with a shortfall in viewing levels of 22% it going to be harder. It is interesting to note that ITV Daybreak, which is market leader, is down by 15%, however you may recall from last month’s report the following changes will take place at the end of April. ITV Daybreak is to be renamed Good Morning Britain.

2500 2000 1500 1000 500 0

Housewives with Kids TVR’s March 2013 vs March 2014

Mar-14

9000 8000 7000 6000 5000 4000 3000 2000 1000 0

Boys 4-9 TVR’s March 2013 vs March 2014

The new line up of presenters is as follows: • Monday – Friday, 6.30-8.25: Susanna Reid, Ben Shephard, Charlotte Hawkins.

• Monday – Friday, 8.30-9.25: Lorraine Kelly.

• Saturday – Sunday, 6.30-8.30: Kids programming, 8.30-9.30 Sean Fletcher.

Mar-13

Mar-13 Mar-14

7000 6000 5000 4000

It is also interesting to note that Sky News in their breakfast segments is up for this target market by 42%, compared to March 2013.

Looking at the Top Ten spenders for March 2014, there are no surprises here it’s the usual suspects for this period of the year.

The TV market for March is showing a 2% increase in revenue, this is the first increase for 2014.

Next month we will try and find where the missing Boys market has gone and which stations they are watching outside of the traditional Kids stations.

We will also look at the top Housewives with Children’s channels and see which stations offer the highest viewing levels for this target market.

3000 2000 1000 0

Girls 4-9 TVR’s March 2013 vs March 2014

Mar-13 Mar-14

March 2013 Toy Company March 2014 Toy Company TV Expenditure TV Expenditure Company Name Mattel UK Ltd Hasbro UK Ltd MGA Ent LEGO UK Ltd Flair Leisure Prod Ltd Character Options Ltd VTech Electronics Ltd Magic Box Internet Zapf Creations UK Bandai

TV Expenditure £1,485,631 £567,798 £547,815i £509,977 £374,423 £343,562 £303,609 £245,205 £160,030 £119,224

Company Name Mattel UK Ltd Hasbro UK Ltd Character Options Ltd MGA Ent LEGO UK Ltd Panini Flair Leisure Prod Ltd VTech Electronics Ltd Magic Box Internet Disney Interactive Studios

TV Expenditure £899,089 £841,249 £445,189 £364,300 £353,145 £348,999 £283,623 £185,751 £167,330 £162,561

For more information on viewing levels please contact Mike Penfold. mike@globalmedia.me.uk Tel: 01753 889630.

All graphs and information supplied by Global Media Services

15

WHAT’S NEW

NEW LAUNCHES TO HELP YOU SELL MORE

Jolly for jelly JOHN ADAMS 01480 414361 www.johnadams.co.uk

Racing forwards DKL

The innovative Jelly Fun Slush Maker from John Adams is set to give the slushy a makeover! Combining the wibblywobbliness of jelly and the fun of slushy making, this fabulous new kit joins the hugely popular Chocolate Lolly Maker and the Golden Coin Maker in the John Adams Food Craft range.

The Jelly Fun Slush Maker is easy to use.

Simply make and set jelly in the usual way, using two or three different colours, then spoon in one colour/flavour into each of the three compartments in the Maker’s carousel and load into the dispenser. Rotate the handle on the Maker to turn the jelly into colourful slush, then rotate the carousel to add the next jelly, repeating so that layers of flavoured jelly are built up in the glass. There is also a fun mould to make jelly gummy shapes, which can be added between each layer. Add a small amount of fruit juice as a finishing touch along with one of the special strawspoons. The Jelly Fun Slush Maker holds enough jelly to make three slushy drinks each time. The set comes complete with Jelly Dispenser Carousel, sweet mould tray, spoon, jelly cube cutter, three plastic glasses and three strawspoons. Available in July, the Jelly Fun Slush Maker will be supported by a heavyweight TV campaign from launch.

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01604 678780 www.dkl.co.uk In March, DKL Marketing were delighted to be announced the new exclusive distributor of Breyer Animal Creations line of horse toys and collectable model horses throughout the UK and Ireland. The 2014 Breyer range is ready to hit the ground running and is the best ever with lots of new models. DKL will be distributing the entire Breyer range from its child-friendly Horse Play collections of Classics including new Horse and Foal sets and the best selling Sport Horse Family, Stablemates the gorgeous collection of 1:9 scale horse models offering great play sets such as Riding Academy. Pony Gals is one which is perfect for young horse lovers. In addition DKL reintroduces the craft activity sets to the range including paint by numbers and chalkboard horse models!

As well, there are two new model horse and books sets from famed British equestrian Pippa Funnell, and a horse and book set based on Michael Morpurgo’s War Horse are included to offer a truly diverse range.

Dimensional learning TOY ESSENTIALS 01285 762039 www.toyessentials.com Toy Essentials has announced its appointment as exclusive UK and Ireland distributor of Popar. Popar is a pioneering, multiaward winning electronic play concept from the USA that employs the use of affordable augmented reality 3D technology.

The initial Popar range in the UK will extend to four key product areas - Popar books, puzzles, charts and posters. Products focus on specific themes designed to appeal to primary school aged children. The nature and science themed activities add a fun dimension to learning and the sports and fairytale applications will keep kids engaged for hours. Popar Technology can be used with both Macs and PCs and applications are available for iPhone, iPad and Android phones and devices. The Popar range is available to order now from Toy Essentials.

toysnplaythings.co.uk

In all of a flutter!

CHARACTER OPTIONS 0161 633 9800 www.character-online.co.uk Character Options’ flying doll, the Sky Dancers Starfly, has launched, quite literally, with the commencement of a heavyweight TV campaign. Starfly is the new addition to Character Options’ Sky Dancers range. The new version however, flies higher and longer, floating in the air controlled with the palm of a hand. A four-week TV advertising campaign commenced in April with a brand new 20” commercial.

To support the campaign, selected girls’ magazines will also carry Sky Dancers Starfly full page adverts, while competitions and parental outreach will add to the coverage.

Further TV schedules will be instigated throughout the year ensuring the ongoing success of the brand.

Pump up the jam MOOKIE 01525 722722 www.mookie-toys.co.uk Mookie Toys has launched the ultimate foam ball firing toys range - Atomic Poppers! The pump action means the quicker you pump, the further they shoot!

These unique shooter toys are part of a whole range of fun products that includes the brilliant illiant shield popper - the first launch h and defend foam popper. Also in the range is the double barrel power popper which fires 24 soft foam balls in rapid succession on for double the fun. The pump action shooting g creates a loud and unique ‘popping’ g’ sound as you fire.

Batteries are not needed for any of the Poppers range and are suitable for children aged ed 4+ years.

MAY 2014

17

RETAIL

OPINION TnP loves to hear your views. This month we chat with retailers around the country to see what is selling well and how they are finding consumers on the ground

Toy talk TnP talks to retailers about how our feature categories are selling and we ask about what they are looking to add to their stock for this coming summer (which will be hot!)

ALKA POOLE LISA MCCARTHY

Chelsea Toys, South Kensington

Village Toy Company, Altrincham

Alka bought the business six years ago after moving from Canada.

Mum-of-three Lisa set up Village Toy Company as she found a lack of choice locally when buying gifts for her own and other children. She aims to bring something different to the high street to allow buyers the opportunity to handle the toys and allow children to experience the play value of different toys before they are purchased.

What are you looking to add to your offering for summer?

More outdoor toys, such as the wigwams from Garden Games Ltd. Are toy vehicles good sellers for you? Is this still a boys’ category or have you found more girls are interested?

Yes, especially those by BRIO and Melissa & Doug.

These appear to be bought mainly for boys but we’ve certainly sold garages and cars to girls. Our Le Toy Van garage is my three-year-old daughter’s favourite thing in the shop!

If you were a child today, what toy would you be nagging your mum for?

The Le Toy Van Honeybee Market Stall with the little food crates and wooden food - it’s so cute and I always loved playing shop!

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What are you looking to add to your offering for summer?

I am looking to take on some products from Green Owl Toys, Zuny animals - the dogs and dinosaurs in particular – and the new Gruffalo range of wooden toys from Bajo.

Are toy vehicles good sellers for you? Is this still a boys category or have you found girls are interested?

At certain times of the year we do sell these types of product but not currently. We’ve had some nice pieces from Moulin Roty. I have found that as it is mostly parents buying, they do tend to be bought for boys.

However, when kids come into the shop, the girls are very happy with playing with these toys.

What licensed products are kids after the moment?

We stock the Tom Bomb Game from Flair’s Tom and Jerry line; kids have really loved it! We also have items from Mattel’s Toy Story line.

The shop does not have that much licensed product; I look for toys that are more retro, but if a licensed toy does have this look I will be interested.

If you were a child today, what toys would you be nagging your mum for?

B Kids’ Musical TV that plays ‘Row row row your boat’ is an item that brings back memories!

MARY-JANE HIGGINSON Buttercup, Whitstable Mary-Jane worked in toy design 25 years ago, then moved on to be Head of Design and Technology at secondary school level. Mary-Jane believes that this understanding of design has made Buttercup as successful as it has been. She has recently celebrated her second year at Buttercup.

What are you looking to add to your offering for summer?

Well I have actually just introduced Djeco because I am looking to extend the target age group of the shop. Their summer activity packs and books are good to continue children’s learning over the summer holidays although I am a firm believer they need a break from school homework!

Last year I had croquet sets and that sort of thing for the summer. I stock Teepees and playhouses by Win Green, and always make sure to have one of these in the window for the annual Whitstable Oyster Festival in July.

Do you sell Electronic Learning Aids? Why do you think they are so

toysnplaythings.co.uk

LISE AUSTEN

SIMONE ABEL

Raspberry Red, Wokingham

Cold Bath Toy Shop, Harrogate

It has been one and a half years since Lise opened her bricks and mortar shop but she has been trading online for three years. Raspberry Red specialises in its offering of Scandinavian designed toys and childrens’ clothing.

Simone is a children’s book illustrator.

After working in another toy shop for a couple of years, she was inspired to set up her own. The toys and products she selects for her shop are influenced by her passion for beautiful illustration and strong visual design.

What are you looking to add to your offering for summer?

We shall be continuing with the certain brands that have not only been popular but that we have become known for here at the shop. These include Djeco, the Swedish brand Brio, and Maileg and Plus-Plus, which are both Danish.

In terms of moving forward to the summer, we shall be continuing with these brands with any summer specific offerings that they have.

Are toy vehicles good sellers for you? Is this still a boys category or have you found more girls are now interested?

Yes they are, but the ones that we sell are primarily wooden. The wooden trucks and rockets by Janod, a very nice French brand, are very popular.

Girls do like these but they are primarily bought for boys. I did recently have a customer who bought a pram for her son though.

If you were a child today, what toy would you be nagging your mum for?

The Maileg toys are so lovely. Their beautiful soft rabbits and mice, which come in nice boxes with bedding, have been so popular both in the shop and online.

popular?

The only electronic item we sell is a sound wooden puzzle by Melissa & Doug. It makes a sound when the child sorts the shapes correctly and helps develop powers of observation. It is actually our best seller, even if it is the only ‘electronic’ item that we sell! The children love it.

What licenced products are kids after at the moment?

I only have one licenced product, and that is products from Coolabi’s Bagpuss line. Bagpuss is a character local to Whitstable and Canterbury as creators Peter Firmin and Oliver Postgate live nearby. Bagpuss recently turned 40 years old, so we had a big celebration in the shop and Peter Firmin did a reading to the children. I like it as a licence, as it is a story that does not restrict children.

If you were a child today, what toys would you be nagging your mum for?

Funnily enough, bearing in mind Buttercup does not stock them, I would want a really beautiful doll from A Girl of All Time. I like the associations with the garments, history and fashion design, as one of my daughters is a fashion designer.

MAY 2014

What are you looking to add to your offering for summer?

We’ll be getting kites, sand toys and such things for summer holidays and to keep kids entertained whilst travelling. We always look for toys that are educational if possible, even if it is the summer holidays - but the best toys always are educational.

Are toy vehicles good sellers for you?

They are good sellers, always. We stock Automoblox’s vehicles, which are made out of wood. EDTOY’s magnetic jigsaws are fantastic – they are gorgeous wooden vehicles held together with magnets. They look great, the wood feels lovely in your hands, and they have fabulous play value.

If you were a child today, what toy would you be nagging your mum for?

I wish toys during my childhood were as beautiful as they are these days, with all the illustrations that they have and the lovely visuals. The beautiful pull-along chicken called Cotcotte

by Djeco is a great example of a toy that looks gorgeous and also has play value.

MIMI GORMAN Cheshire Cat, Hillsborough, County Down Mimi’s mother opened Cheshire Cat 38-yearsago. Mimi has been involved in buying for the shop for thirty years and running it for twenty.

Cheshire Cat even has a famous fan in the guise of actor Jamie Dornan, who has said it has been his favourite shop since being taken there as a child.

What are you looking to add to your offering for summer?

We are in the business of selling something you cannot get in bigger stores or supermarkets. I have been looking to stock new rag dolls recently but have not, as of yet, found any that have grabbed me.

Are toy vehicles good sellers for you? Is this still a boys category, or have you found more girls are now interested?

We mainly sell pocket money toys rather than the bigger items. We do have cars and gliders from Playwrite and Keycraft. It is still very much a boys’ category and they are still not buying glittery rings either!

Do you sell licensed products?

We only do if it is a pattern on a jigsaw, for example.

We do sell various products under the classic Beatrix Potter licence, made by different people, such as soft toys, books and figurines from Border Fine Arts and Enesco.

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MEDIA

OPINION

Deja view – it’s the same but different. Get it?

TnP columnist Clive Crouch is going live this month – live TV and live stocks, nothing escapes him!

W

hen I sat down to plan and research my article for this month I was driven by two recent events.

Firstly the launch of King Digital, owners of Candy Crush Saga on the US stock market, and secondly the roll out of local TV with the launch of London Live. Early into my research process I began to question the subject matter believing that we had witnessed both before in another name.

For Candy Crush Saga similarities exist with Farmville; and having sat through 20 years of live breakfast TV with TV-am and GMTV, there may well be similarities with London Live.

I came to the conclusion that they are the same but different. I decided to move forward with that contradiction and hopefully discover the answer.

2014 has started with confidence in an improving economy and the stock market has grabbed my attention with a number of Tech Stock flotations, particularly the sky-high valuation multiples.

I’ve noted that Candy Crush Saga’s owners, London-based games studio King Digital had floated in New York and become Britain’s most valuable listed internet company worth £4.6bn. But King Digital was not alone in inflating the 2014 Tech Stock bubble.

Seeking reassurance I searched and found other non-entertainment properties in the shape of Just Eat, a website that aggregates takeaway services in one place. The company has 40m users and operates in 13 countries with the majority of its revenue coming from the UK, France, Canada, Italy and Spain. The IPO valued the company at £1.5bn and became London’s biggest technology listing since 2006. Just Eat generated £10.2m profit last year, giving it a valuation of 150 times profit. And they were not alone.

The readers of this magazine know the

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importance and the value of a patent, design rights and an I.P. Just Eat went to the market with no patents or rights on its technology and ordering system. Hence a competitor could enter the market with a similar product leaving Just Eat to rely on customer loyalty and their agreement with individual takeaways. Meanwhile back at Candy Crush Saga, comparisons with Zynga came to my mind. As a four-yearold business, Zynga listed at $10 a share in 2011; just 12 months later the shares were trading at $2.50 a 75 per cent loss.

Zynga’s business model generated its income from just two games - Farmville, which provided the majority by far, and Words with Friends. Both properties were available through Facebook.

I question whether Zynga’s market experience could also befall King Digital and Candy Crush Saga? I hope not.

King Digital had profits of $11.1m in 2012 rising to $714m in 2013. However 78% of revenues come from just the one game.

Like most of the products that appear in this magazine, Candy Crush Saga is a fashion product, a game that provides entertainment and fun just like toys and games. These products can be at risk to rapidly fall out of favour, which in turn can result in revenue and profits falling.

Moving on from dotcom comparisons, local TV is now on air. From the original tender of 57 applications, 19 companies have been awarded a local TV licence in the first phase. I have written two articles here in the past 18 months clearly stating my enthusiasm for the concept. At the time of writing there are now two local TV channels on air; Estuary TV (Grimsby) and London Live. There are currently no figures available for Estuary TV from my research. London Live released numbers for their first week, peaking on launch evening at 23,000 adults; ratings for individual shows struggled to make five figures. The similarities with TV.am and GMTV in terms of launch viewing of individuals will have their respective comparisons; however it would be unfair at this early stage to make any judgment on viewing data.

Live television outside of regular news bulletins exists as a minority genre. Ofcom has given local TV every chance of succeeding with a prime EPG (Electronic Programme Guide) slot on Freeview Channel 8, and mandated equivalents on Sky + Virgin. Below the line of visibility these channels are providing opportunities for young people to find work in the business of broadcasting, supported by an infrastructure of university studio facilities. Having worked through two very turbulent breakfast TV channels, they may experience a few bumps along the way but it should be great fun as well.

I sincerely hope local TV succeeds, like I said at the beginning they are “the same but different”.

The similarities with TV.am and GMTV in terms of launch viewing of individuals will have their respective comparisons; however it would be unfair at this early stage to make any judgment on viewing data

”

Clive Crouch www.clivecrouch.com info@clivecrouch.com mobile: 07831 670 453

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toysnplaythings.co.uk

COVER FEATURE

VTECH

Hey kids! Watch this…

VTech’s Kidizoom Smart Watch is the latest addition to the hugely successful Kidizoom range. TnP finds out more about the product which is set to revolutionise the market

K

idizoom is one of the top toys in the overall toy market since it originally launched in 2007 and continues to be the number one item in youth electronic entertainment.

By the end of this year, Kidizoom is on target to sell two million units in the UK. Each Kidizoom generation is brought to the market boasting new technology and fun features. Along with taking photos and videos, children can also enjoy adding different filters and effects to their images as well as a series of fun games that come pre-installed. Throughout the evolution of the Kidizoom range there has been an increase in the number of games, more photo editing functions, increased frame rate which improves the video taking capabilities, all along with general software and user interface advancements.

With each generation, Kidizoom is being constantly improved to ensure the latest technology and learning benefits are delivered to children.

Over the years, the Kidizoom brand has picked up both trade and consumer awards. As part of the prestigious Dream Toys awards, Kidizoom

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There have been hundreds of five star reviews praising how children find Kidizoom fun and easy to use

”

THE KIDIZOOM SMART WATCH FEATURES: •

A 1.4 inch touch screen

•

Built-in camera which takes photos os & videos

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Different effects and filters for photo oto and video footage

•

Analogue & digital watch display with over 50 clock face designs

•

A stopwatch and countdown timerr

•

Alarm clock with 10 different tones, es, or use your own voice! just us voice recorder with distortion • A voic effects

THE KIDIZOOM TWIST PLUS FEATURES: •

A two mega pixel camera with twisting lens and built-in flash

•

A 4x digital zoom

•

A 2.2” colour LCD screen

•

256MB of storage and micro SD slot for memory expansion

•

Video and voice recording technology

•

Photo editing software to add effects and different colour filters

•

An animation maker

•

Connects to VTech’s Learning Lodge to download extra effects, creative apps and games

•

Supported with heavyweight TV with a brand new TV commercial for this Autumn/Winter season

MAY 2014

has been crowned as a top toy and part of the Dream Dozen for three years in a row; first in 2009, then 2010 with the Kidizoom VideoCam and finally in 2011 with the Kidizoom Twist. During this time, there have also been hundreds of five star reviews praising how children find Kidizoom

fun and easy to use, along with the product’s durability.

Following the latest technological trend in the adult market, the evolution of Kidizoom now moves to Kidizoom Smart Watch. For 2014 this latest addition to the Kidizoom family continues to encourage creative and independent play, motor skills and memory development, as well as hand and eye coordination. Available from July, the smart multi-functional watch comes in either pink or blue and does a lot more than just telling the time. Thanks to the latest technology, the Kidizoom Smart Watch for 5 – 12 year olds also captures photos, records videos and comes with three built-in games. Complete with a 1.4’’ colour touch screen and builtin motion sensor, as well as a customisable watch mode with analogue and digital clock display. Kidizoom Smart Watch will be supported with a heavyweight TV, digital and PR campaign from launch. Also now available is the Kidizoom Twist Plus for 3 – 9 year olds. With a large 2.2inch screen and a 4x digital zoom, children can take photos and video of friends, family and even twist the lens to snap themselves. Children can also edit and enhance their photos with a variety of frames, stamps and effects.

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SPONSORED FEATURE CHICCO

Maintaining the vision Chicco has a true passion for people and recruits outstanding new talent to support its rapid growth

L

eading baby multi-specialist Artsana, parent company of the brands Chicco & Boppy certainly has a lot of reasons to feel proud. The company finished 2013 with twelve months of consecutive growth and 10% up, outperforming all nursery categories, including an extra 30% increase in wheeled goods. Furthermore, Chicco toys delivered a stunning performance leaping in just two years from outside the top 75 infant and pre-school toy brands to within the top 15, with an overall result of 12% up against 2012.

This staggering performance has continued into 2014, with what is now an incredible 16 consecutive months of sales growth at the end of April.

All of this success has been underpinned by Chicco’s focus on building a strong team across UK & Eire. The business has been growing at a phenomenal rate for the past two years, so a lot of work has happened behind the scenes to ensure the quantity of personnel is right, as well as ensuring everyone within the business shares the Chicco values of passion, power and commitment towards ultimate customer service and mutual growth.

“For our UK & Eire business ‘Building The Team’ has been a key strategic approach for the past three years,” says Artsana UK & Ireland Managing Director Mitch Levene. “It is only with the right people who are committed to being the best they can be and delivering outstanding results, that the brand can continue to grow at such an impressive rate.”

The undeniably outstanding results throughout 2013 led Artsana to step up the emphasis on its intensive ‘People Plan’ right throughout the year, which focused not only on increasing personnel numbers, but also importantly sets out the strategy to ensure the company searches for the right people to bolster the strong, passionate and highly-committed team at Artsana.

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The Artsana Visions

Mitch Levene, Artsana UK & Eire’s Managing Director

As part of the Italian powerhouse Artsana Group, Chicco has been built on strong values and visions. Mitch explains: “The Artsana Visions are threefold. Firstly, concentrate on getting the right products. Following significant investment over the past few years, the 2014 collection is now the best Chicco offering ever, with the introduction of three new travel systems, including the trendy and super-flexible Urban, alongside the nursery market’s most in-demand product – the innovative Next2Me side-sleeping crib, and a whole range of other impressive solutions to make mums, dads and babies happy. We have also extended the toy range with over 100 new lines within two years. This kind of innovation is where we capitalize on collaboration with our hugely impressive support at our global HQ based near Lake Como.

“Secondly, our vision also focuses on building strong brand empathy.

As part of this we have invested heavily in an ambitious marketing communications programme, including our ‘Tested for Happiness’ campaign, which started in Q3 2013, and focuses on the journeys of real-life mums as they trial the complete Chicco range. We were the first brand in the UK & Eire to commit to something of this scale, and we’re proud to be trailblazers for this type of activity.

“To complete the Artsana Vision, we need to focus on people.

This starts with helping our current personnel to further develop on their well-honed skills and experience and is cemented via attracting the highest quality into the company.

Getting the right talent is vital in any business, particularly supporting brands such as Chicco & Boppy that are growing at such an

amazing rate. With fantastic products and strong brands, we need to ensure our team underpins all of this and brings to the company the passion, power and high-levels of quality that flow through everything we do.”

The third element of Artsana’s Vision led them to undertake a rigorous recruitment and selection process across UK & Ireland. This focused not only on the need to increase headcount, but also the continual requirement of enhancing the quality of service offered by the company to its precious customers.

Putting the Chicco Passion into Recruitment Of course, recruiting the best of the best takes a great deal of time and effort, which the team undertook whilst also growing their brands, launching new products and delivering record consecutive sales growth. This is no easy feat! Mitch explains: “There is a huge amount of endeavour involved in recruitment & selection, especially when we are focusing our sights on top talent.

The process has been very time-intensive, and has required high levels of personal effort by the existing team here at Artsana. In fact sometimes it has felt like we all have second jobs in recruitment!”

To help with the realisation of the Chicco ‘People Plan’, the company enlisted the help of top recruitment specialist Rowena Shorey from Tinderbox Consultants.

Rowena worked alongside Chicco to identify the right people for the company and ensure they fitted in with the Artsana values and vision.

“Mitch came to me with a clear brief for the type of candidates he is looking to hire going forward at Chicco,” explains Rowena. “In the last couple of years since Mitch took over as MD, the way the company operates has changed significantly and there was a certain amount of natural attrition going on within the business. My role was to listen to Mitch and understand where the business is now and where he wants to take it to. From there I was able to ascertain the type of candidates Mitch

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needs for the Artsana Group.

“I knew there would be only a handful of candidates in the nursery or toy sectors with the kind of background Mitch was seeking, and thankfully Mitch was realistic about this too. I have a few pages of lists of names but the final short list was a strong one with candidates from both toys and nursery. Four months of searching, part of which was done under the radar, lining up interviews and keeping the process moving forward through holiday periods, far east trips and trade shows, led to two candidates being offered jobs and contracts signed off before Christmas, one for Customer Development Controller and the other Customer Development Director.

“A company’s success is measured on the strength of its team so having the right people on board is essential. I learnt from a very tender age that banging the square shaped peg into the round shaped hole is never a recipe for success and in later years I have come to disregard the question “what are your weaknesses” because one person’s weakness is another’s success. Creating a successful aligned growth system does not happen serendipitously and for any company undergoing a period of cultural change or significant growth, the road ahead can often be a tricky one and the status quo is sometimes challenged. The art to having a successful team to grow a business is playing individuals strengths to the appropriate roles.”

Looking to the future Looking at the Artsana people story, it demonstrates that getting great people on board is the result of tremendous vision, robust strategies, a strong focus and a great deal of energy and passion. With the Chicco & Boppy team stronger than ever, the company now has the strength in people to bring fresh ideas and continue to drive the brands forward. Mitch concludes: “I’m confident that everyone in Artsana is focused on delivering the best results possible, as well as continually working to ensure the levels of retailer and customer service, support & accelerated development are outstanding.”

Introducing…. the new faces at Artsana The industry experts that have recently joined the Artsana team clearly demonstrate the strength of the brand, and the appeal of working at this ever-evolving company. “We’ve built such a strong business & team that being offered a role at Artsana is now a major achievement in its own right,” says Mitch.

“Sure, we have a vigorous selection process, although this is designed to be beneficial to both us & the candidate. Hence, it is very much a two-way process. That is to ensure that candidates get to know us, our culture & that they make the right career decision if the opportunity arises to join our superb team. It also helps us to select the very best skills & experience, supporting us to really get to know candidates.”

It also demonstrates Artsana’s ambitions that this recruitment drive took place during what could be a challenging time for nursery and toy brands. Mitch summarises: “At a time when some other organisations are having to reduce personnel numbers, the fact that Artsana is increasing not just quantity, but also the overall quality, is testament to the eagerness of everyone working within the business to grow sales with our retail partners.”

Jon Tilley Jon Tilley joins as Customer Development Director, a brand new role at Artsana. Jon will be responsible for all of the Customer Development Team. Previously Jon worked for Plum Products as the Director of Sales, therefore bringing with him a wealth of experience from the toys sector. During his three years at Plum Products, he managed the company’s transition and rebranding from outdoor garden supplier to toys specialist, and oversaw all marketing and sales activity for the organisation.

Scott Blease Former JoJo Maman Bebe’s International Trade Manager, Scott Blease, is now Customer Development Controller. Prior to his role at JoJo Maman Bebe, Scott headed up sales at Silver Cross. With his wealth of nursery experience, Scott will act as the company’s specialist within the nursery sector, helping to build upon accelerated growth.

Jean-Gil Abatte

Contact Details: For information on any Chicco product please visit www.chicco. co.uk, alternatively you can connect with us on Facebook at www.facebook.co.uk/chiccouk.

The Tested for Happiness journey can be followed at www. chiccotestedforhappiness.co.uk.

MAY 2014

Jean-Gil Abatte has taken up the role of Head of Planning, with responsibility for managing all the

stock and service levels to Artsana’s customers.

Jean-Gil has over 14 years experience in planning, logistics and distribution, including Norbert Dentressangle, which he will draw upon during his new role at Artsana.

Sinead Sharkey Sinead Sharkey was a successful retailer for more than six years in Ireland prior to joining the Artsana team as their new head of Eire and Northern Ireland in the role of Customer Development Manager. She will be responsible for sales and engaging new retailers as the Chicco brand continues to grow in Eire and Northern Ireland.

Cath Needham Artsana’s new Customer Development Manager for the Midlands Region, Cath Needham, joins following 20 years as a successful independent retailer in Barnsley. Her extensive customer-facing experience means she is ideally placed to further develop Artsana’s knowledge and understanding of consumer end-users.

Speaking of the new team members, Mitch says, “With the new roles in place we now have the opportunity to deliver even better quality, and spend more time with our customers. Looking specifically at our new colleagues who were formerly retailers, we have adopted a gamekeeperpoacher approach to securing these individuals to add to our ability to further empathize with retailer opportunities. Meanwhile, Scott & Jon bring immense sector experience & skills, which will continue the accelerated growth for Artsana & our retail partners, whilst Jean-Gil’s superb ability will further enhance our customer support ”.

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RETAIL

OPINION

The (right kind of) magic Sometimes the best intentions can have the reverse effect of what you hope for.

John Ryan takes a look at creating a buzz around your store

W

alk down Regent Street from Oxford Circus almost any day of the week and at any time and the chances are pretty good that your stroll will be interrupted if you are on the east side of this long thoroughfare. It’s odds on that a toy soldier, a bear or perhaps a pirate will leap out at you with a growl, a yo-ho-ho or maybe just a martial command as you attempt to make it to the street’s southern reaches.

This is retail theatre and depending on your point of view it can either be vaguely irritating or something that will cause your face to break into a smile.

Now walk back up to Oxford Circus. Hang a left and head west along Oxford Street. Eventually you’ll reach Selfridges and if you can get through the make-up hall to the escalators, the possibility exists that you’ll arrive at the relatively recently launched toy shop on the top floor.

Here things are a little different. You’ll know it’s a toy shop because there are toys, lots of them. And yes, there are members of staff dressed in non-standard uniforms, but they do not try and accost you.

This is theatre by consent and you can ignore it if you want to.

The question is, which is better and which is more likely to encourage the shopper to dig deep? This is a tough one to call as both methods have their merits.

The real query should be whether you think that pester power works?

In general it does, as there is a sense that if a parent has got as far as the entrance to a toy shop with a child, then puppy-dog eyes may result in a purchase, albeit one undertaken grudgingly. There is such a thing as the magic of toy shops however.

This is the world where children, the end users of the products that are on display, are allowed to discover for themselves what they want, at which point pester power seems rather more welcome.

Creating retail desire in impressionable young minds is a relatively straightforward thing providing the products are up-toscratch and enticingly displayed, but need this mean infuriating the finance providers, aka the parents?

In an ideal world, children could be happy and parents could be happy to see them being so, but is this either practicable or likely?

For an answer, look to that increasingly

scarce destination: the local toy shop. Here, the astute owner, and he or she will have to be pretty canny to turn a penny in the face of the big chains, will have carefully edited whatever’s out there in the toy world and be ready to engage with shoppers, without being overly pushy. But what is to be done?

On the face of it, it’s pretty unlikely that dressingup will form part of the way in which the prospective toy-shopper is greeted in a small toy shop – there’s the store to be looked after and the till to be manned, at least on busy days. It therefore comes down to display and service as these are the sole aspects of the instore (and out-of-store) experience that the customer (the parent in this instance) is going to approve, or otherwise.

A few simple rules therefore. Don’t stand behind the counter, if you have one, and expect the customer, usually a child, to be engaged. Meet, greet and find out what your shopper likes and what he or she hopes to find. Take them to the product area in question.

At this point you have tacit permission to demonstrate a few things in which interest has been expressed (usually in the form of jumping up and down or something similar). This is probably better and more targeted that just endlessly demonstrating the same thing and hoping that somewhere, somehow, something will appeal. It may, but equally, it may not.

And the general principle of making things easy for the shopper applies as much to younger shoppers as it does to more mature customers. If, therefore, it looks as if a sale is a possibility, keep half an eye on the parent.

Do they really want the child to have this? If you’ve got this far, the answer is probably yes, but be aware that over zealous demonstration may place you in the category of snake oil salesman.

Follow all of this and things may well be good. You will in fact have combined the approaches seen in bigger stores and come up with an alternative form of in-store marketing.

Oh yes, and I forgot to mention. When you do make that progress down some London streets, the other thing that you have to contend with is bubbles.

No problem with this, except that it causes the inevitable pavement traffic jam as (some) people stop to watch.

This sounds perhaps a mite curmudgeonly, but when a store’s marketing effort impacts upon those who just happen to be passing, in a negative manner, the end result may not always be positive and word will get around.

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

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FEATURE ELA

Stretching ELAstic minds VTech

TnP’s Rhys Thomas looks at how Electronic Learning Aids make learning fun and allow kids to teach themselves in their own time

E

lectronic Learning Aids – or ELAs as they’re commonly known – are crowd-pleasing toys; contiguous with many of the most popular toy categories, they add diversity to any retailer’s offering and every child can find a game or feature they love. They give kids their first taste of technology, provide virtually unlimited options for entertainment in the form of downloadable apps and other media, and are at the forefront of parents’ current favourite toy trend - stealth education.

They’re also great value for money. Underneath the robust, colourful form factors – perfect for shrugging off the odd drop on the living room floor – is some surprisingly sophisticated technology.

Everything you’ll find in your own tablets you’ll find in many of the most popular ELAs. From proprietary operating systems that let kids navigate between their educational downloads and games, to cameras, hi-resolution touch screens and jam-packed app stores.

In simple terms, ELAs let kids do what mum and dad do with their own tablets and smartphones.

Aymeric Le Cottier, CEO at Lexibook says that one of the major draws of children’s tablets is imitation. “Children see their parents use devices such as smartphones, tablets or laptops, and they want to emulate them and do the same.” This phenomenon is nothing new, you need only look at the popularity of household role play toys or car-shaped ride ons to see that kids love copycatting their parents. What ELAs add to the formula is the potential for

MAY 2014

education and a safe way to experience the web and all its wonders.

“Parents are looking for a more age appropriate tablet for their children,” explains Andrew Welch, Senior Brand Manager at VTech UK. “Parents want their children to not only learn, but be safe using Electronic Learning Aids. From a safety point-of-view on InnoTab 3S, we have kid-safe web browsing, where children can visit preselected and parent-approved websites. Also, Kid Connect is our unique app where children can message their parents in a safe way.”

Similarly, LeapFrog’s LeapPad range of ELAs filter what kids can and can’t see to ensure they are protected but not stifled. The safety systems set in place on these devices act as a sort of ‘eBouncer’ – if it’s not appropriate for kids, if it doesn’t enrich their learning or play experience, it’s not coming in.

And what about the educational benefits? For kids, learning isn’t as simple or regimented as sitting down to a subject and getting on with it. But playing a word game featuring a favourite, licensed character, or a number game with bright graphics? That’s playtime, learning without feeling like learning.

Parents are increasingly looking to ELAs to help

“

Leapfrog

“develop and support their child’s education,” according to LeapFrog’s Marketing Director, Sally Plumridge. And a big part of the way ELAs do this is with their ability to access new, age-appropriate content, much of which is curated and developed in conjunction with learning experts, and all developed with fun in mind.

“All of our products and content are developed by our own in-house team of learning experts, ensuring only the best educational experiences for children,” explains Sally. “We believe in offering the most popular licensed characters of the moment to increase a child’s appetite for learning and to inspire their educational journey in an exciting format.

“With our reputed educational credentials and years of continued success in the market, it allows parents to place their trust in our educational tools and for industry experts to recognise the full extent of our innovation capabilities.”

Similarly, Andrew Welch says that VTech’s InnoTab gives access to “a great library of content on the Learning Lodge, which include educational games covering subjects like vocabulary, counting and problem solving.”

He adds: “We have a good mix of licensed and non-licensed content, so children can choose from their favourite characters to learn with.”

All of our products and content are developed by our own inhouse team of learning experts.

Sally Plumridge, LeapFrog

”

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FEATURE ELA

Just make it APPen

Let kids connect and communicate VTECH 01235 555545 www.vtechuk.com InnoTab 3S is a next generation multimedia tablet with exciting new Wi-Fi features. These Wi-Fi capabilities allow children to access a kid-safe web browser and the exclusive communication application - Kid Connect. Via the Kid Connect app children are able to send photos, pictures, and voice recordings to parents and friends through both tablet-to-smartphone and tablet-to-tablet communication, in a way that they have never been able to before.

This must-have tablet boasts an improved rotatable 2 mega pixel camera, seventeen included applications and a rechargeable battery pack for hours of fun learning.

Through VTech’s own app site, Learning Lodge, consumers can download a plethora of app content, games and e-books directly onto their InnoTab. The Learning Lodge features a variety of learning apps that are great for educational development and interaction. These include apps based on problem solving, maths, science and reading.

For all the music lovers out there, some of the coolest songs from Sony Music are available to download on Learning Lodge. These include tracks from artists Little Mix, Union J and One Direction and also upcoming albums like Now That’s What I Call Disney, Now That’s What I Call Disney Princess and Now That’s What I Call Musicals.

The InnoTab 3S includes Kid Connect, VTech’s exclusive app.

This communication app allows children to send and receive messages with the InnoTab 3S over a secure network. Children can send messages with over 100 emoticons and a wide selection of animated stickers from one InnoTab 3S to another, as well as to a smartphone or tablet that has the free Kid Connect app installed.

The Kid Connect network is a safe environment controlled by parents, with only parents sending and approving friend requests.

What’s more, parents can download a special premium version from Learning Lodge, which boasts enhanced Kid Connect features. The Kid Connect Premium app offers children the ability to send personalised voice messages, additional emoticons and animated stickers as well as photos and drawings from their InnoTab 3S to their parent’s smartphone or tablet.

FLAIR 0208 643 0320 enquiries@flairplc.co.uk GP Flair took its first steps into the world of tech last year with the launch of its GP Tech division and the introduction of the debut product APPen; the revolutionary tablet pen for kids that opens up a colourful world of learning and activities on any compatible smart device!

With play increasingly becoming more digital, there is a strong need for innovative, quality and affordable APPcessories for kids, and APPen more than meets this challenge.

APPen works as a colouring tool, joystick and learning aid when used in conjunction with the free app! When writing on smart devices, APPen creates lines of varied thickness, due to the patented, pressure-sensitive silicone nib. To enhance the fun, APPen can be turned upside down and the nib can be used as a joystick in a host of fun games.

APPen offers a world of fun and magic for kids, and mess-free learning on the go for parents!

Every trick in the book VIVID IMAGINATIONS 01483 449 944 www.vividtoysandgames.co.uk This autumn, Vivid breathes new life into books with Sparkup the Magical Book Reader. The Magical Reader simply clips onto any picture book in the world and in three easy steps you or anyone else can record the book in any language and add your own personal touches so your child can hear your voice when you can’t be around; or you can even download professionally recorded stories, complete with sound effects, directly from the Sparkup website.

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Kid-Safe Web

The No.1 kids’ tablet 100% Kid-Safe Web For totally kid-safe content

Built-in rechargeable lithium battery Allows play for nine hours

2 megapixel front and back cameras/video recorders Huge 8GB memory Holds up to 40,000 photos

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500+ Explorer games, apps & more

Kid-Safe Web

Supported by national TV, PR and online display campaign Order the

now, call 01895 202 840

*NPD UK full year 2013 and YTD 2014.

leapfrog.co.uk

FEATURE ELA

Reading the future LEXIBOOK 07501770855 www.lexibook.com

Music to little ears GOLDEN BEAR 01952 608308 www.goldenbeartoys.com Children can now learn as they play with their favourite pre-school characters with Golden Bear’s Play a Tune Upsy Daisy and Read Along with Woolly.

Making music is a great way to develop a preschooler’s creativity, and with Play a Tune Upsy Daisy, little ones can do just that. With this interactive plush toy, budding musicians can combine the fun of music with the much-loved CBeebies TV show, In the Night Garden. Children simply press each note on Upsy Daisy’s skirt to compose their own tune or press the pretty flower button to activate a magical tune. This fun toy encourages an educational and entertaining playtime.

Read Along with Woolly is a great new addition to the endearing Woolly and Tig collection. This electronic Woolly plush toy holds his very own storybook. The book features four stories and includes symbols within each story that match the symbols on Woolly’s feet. Simply press the symbols on his feet to hear a corresponding sound or phrase; this interactive introduction to reading will help children with recognition and improve hand and eye coordination.

The Yayé Pad: ITPAD10i1 is an interactive, educational and colourful console for children who want to learn and test their knowledge. It can be played absolutely anywhere. The cards supplied help children find out about colours, shapes, letters, numbers and much more. It comes complete with fifteen double-sided cards (one side for each language) to take on an exciting trip around the world!

The Lexibook ELAs are imitation games. Seeing their parents using devices such as smartphones, tablets or laptops, children want to emulate them and do the same!

Lexibook thus offers imitation products but its approach goes well beyond this. The educational products allow the development of knowledge and learning while having fun. The ELAs become educational tools that appeal to both parents and children.

The futures of ELAs clearly lie with tablets and Lexibook offers a wide range of innovative and exciting tablets developed specifically for children, packed full of educational and entertainment content.

Grin and bear it!

CHICCO 01623 750870 www.chicco.co.uk

The Storyteller Be Bear is a new addition to the Chicco range of bilingual toys.

Suitable for childre children aged 12+ months, the talking and interactive bear comes with five story cards that tha fit neatly into his backpack. Each of these takes your child on a different interactive adventure to the countryside, the seaside or even on an aeroplane! Each card has three different buttons, which when pressed, prompts the rang of phrases in both English and French. In addition, at the bear to speak a range bottom of the card is the storyteller button, which offers an engaging story that your child can enjo enjoy. By pressing the bear’s hands and feet, he also sings four an melodies, including nursery rhymes and a ‘parts of the body’ different songs and bili song. Chicco’s bilingual toys are designed to accompany the child’s growth stag of their linguistic development, from the first syllables to first following the stages words, sentences, naming objects, and more. All Chicco Bilingual Talking Toys are collab developed in collaboration with Osservatorio Chicco (Baby Research Centre), where pediatricians and ps psychologists work together to study stimuli to assist the growth develo and learning development of babies.

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Leaping into learning LEAPFROG 01895 202840 www.leapfrog.co.uk

Futuristic fun THAMES AND KOSMOS 01580 212000 www.thamesandkosmos.co.uk The Smart Car Robotics kit from Thames and Kosmos is a remote control car that can be driven around a virtual city via an iPad or iPhone! Start by building the model of choice – there are eight to choose from – by following the 64-page manual explaining the science and technology behind the innovative kit. Once the model has been completed and the free app has been downloaded onto the device, the virtual city can be built. When the app is launched and the QR codes have been laid out on the floor, the augmented cityscape will spring up on the screen. Using the iPad or iPhone to manually control each of the individual four motors allows the car to be steered in any direction around the city.

Once built, you can also programme a predetermined route for the model to follow, allowing endless possibilities and hours of fun and learning. This futuristic kit allows the user to explore the cutting edge of automotive technology and learn firsthand about the technology of driverless vehicles. With many major car manufacturers already working on their own versions of self-driving cars, it is expected that it will be perfectly normal by 2020 for some cars to drive, at least partly, on their own.

These fun kits make a great gift for budding engineers (aged 10+) and big kids alike. The app that allows users to remotely control the model is free to download from the app store.

MAY 2014

LeapPad Ultra is the latest addition to the stellar line-up in the LeapPad family. The kid-safe Wi-Fi enabled tablet was prestigiously ranked as one of the Dream Toys of 2013 and has received numerous accolades. Awarded the seal of approval from parents and industry experts alike, LeapPad Ultra and the whole LeapPad family boast access to a unique learning library of 600+ fun and educational content experiences. LeapPad Ultra is the only kid-tough tablet that features a kid-safe web content experience, LeapSearch, created alongside the leading children’s browser developer Zui. LeapPad Ultra’s unrivalled kid-safe web browser allows children to easily and safely browse extensive content from the web, offering parents complete peace of mind. All LeapSearch content is reviewed and approved by LeapFrog’s team of learning experts and is refreshed on a weekly basis. LeapPad Ultra features a seven-inch high-resolution screen, a rechargeable battery, front and back cameras and video recorders and 8GB of memory – enough to store 40,000 photos. The LeapPad Ultra is suitable for children ages 4-9 years.

The LeapPad family also consists of LeapPad2 Power, a cuttingedge children’s tablet, which includes a rechargeable battery and AC adapter for up to nine hours of continual play. LeapPad2 Power features front and back cameras and video recorders and 4GB of storage – enough to hold up to 20,000 photos. Suitable for children 3-9 years old. New for spring 2014, LeapPad2 Custom Edition is another exciting extension to the LeapPad collection and is for children aged 3-9 years. Offering all the same learning fun as LeapPad2, the product is customisable in more than 100 different ways with ten interchangeable sticker skins, both pre-designed and colour-your-own, along with eleven digital wallpapers to choose from.

With LeapFrog’s learning library, parents can tailor their children’s learning with games and apps that automatically adjust the level to challenge children at just the right pace, thus creating a personalised learning experience. LeapFrog’s renowned content is built against a proprietary curriculum of 2,600 skills across maths, reading, science, creativity and more. With th a promise to make learning fun, LeapFrog prides itself on continuously ously refreshing its library with the most popular children’s characters right ht now – with fantastic franchises es such as Disney’s Sofia the First st and Planes, Nick Jr’s Team Umizoomi and Peppa Pig. LeapReader, ader, the first electronic learn-to-toread-and-write solution for children, is a revolutionary ary addition to the electronic ic learning category. Suitable ble for pre-schoolers aged 4 to 8, LeapReader reinvents s how children build key literacy cy skills. Supported with a vote of confidence from UK primary school teachers,, LeapReader is ranked as s a top ten pre-school toy*, y*, fast becoming an important tant educational support tool ol at home to supplement learning techniques taught ght in the classroom (UK NPD, PD, March 2014).

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RETAIL INTERVIEW BEALES

Bealieving in better toy buying...

For this month’s retail interview, TnP sat down with John Bentley, Toy Buyer at Beales. With 30 department stores under his belt and a history of owning his own toy shop, John knows the toy industry inside out!

The company has quite an illustrious history dating back to 1881, when did Beales first start stocking toys?

The original shop was called The Fancy Fair and there would certainly have been some toys and games stocked at the outset. Toy departments have been around at various times through our history I’m sure. When I joined the company we didn’t have a department in our flagship store in Bournemouth. The only stores that stocked toys were acquisitions where a department was already in place.

And tell us a little about yourself, how long have you been in the toy buying business?

I started my career in Debenhams Southsea as a Trainee Manager on the toy department. Those were the days when the VM team started to build the Christmas grotto in August! I had a spell with House of Fraser and running my own gift/coffee shop but my real toy education was at Howleys Toymaster in Weymouth before I opened my own toy shop in Dorchester. In 2007 I joined Beales working two days a week buying toys as well as running my own shop. In those days we only had four departments. In 2009 I chose not to renew the lease on my shop and Woolworth’s demise presented an opportunity to open toy departments in more stores, with a much larger range and an ambitious plan to make Beales a real toy destination in the high street.

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Beales now has 30 stores – is there a toy department in each of these?

We have toys in 26 of the 30, at Christmas we have a small section showcasing our best sellers in our ‘non toy stores’.

Do you oversee all of these departments?

Yes. Tell us how you keep on top of industry trends?

Avidly read Toys n’ Playthings, use the internet to see what’s happening globally, look for future films and new TV, plus I have a network of other buyers and trade contacts to call on. Though if you really want to know, ask a child.

And are you always on the look-out for new and exciting product?

I am! It should be what motivates you, finding the winner is what sets you apart. I’ve just been to the AIS playRoom show and have seen plenty of great lines to get excited about; there is an inner child in all toy buyers!

In terms of your stores, how do you respond if a product is not selling well?

There’s plenty of data available for me to gauge if the price isn’t right or the product is wrong for the store, there have even been a few rare occasions where I’ve got it wrong!

If we need to take a mark down we will take action quickly.

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surprised by consumer demand for a particular toy product in recent years?

I remember the first time I saw Pokémon Cards. We received a delivery of a pallet, a lot of money tied up in a collectable that was unheard of at the time. In those days I was selling not buying, so all I could think about was that if it didn’t work this was just going in the recycling bin. We had a nervous wait of a few weeks when suddenly the Pokémon craze hit and we were swamped.

More up to date, when I saw Chill Factor last year I thought it was a product for our housewares buyer, I was certainly wrong about that, it’s been terrific line and just keeps selling - whatever the season.

We also work in a trade where suppliers are pretty good at holding their hands up when a line doesn’t work.

When it comes to your toy departments, how much time do you invest in merchandising?

As a buyer, not a lot. In a group the size of Beales we obviously have an excellent VM team both in store and directing operations from Head Office. We send out guidelines on a regular basis to the stores who do an excellent job of displaying and presenting the merchandise. Key areas are promoting our offers on gondola ends and hot spots, emphasizing newness, highlighting themes and trusted brands.

Why, in your opinion, is merchandising so important?

I want to stop customers in their tracks and you only have a few seconds to achieve that.

Our customers expect our merchandising to be of a very high creative standard, it’s our tradition. You can’t blame a product for not selling if you haven’t given due thought and attention to the way it’s presented.

Talk to us about your online business, you had a revamp in 2009. Are you selling much toy product via the website now?

Not enough, we are getting there but we’ve still got a way to go.

We have targets set and a team dedicated to building our online

MAY 2014

“

I want to stop customers in their tracks and you only have a few seconds to achieve that. Our customers expect our merchandising to be of a very high creative standard, it’s our tradition presence. As a buyer, as well as our in-store range I’m looking for lines that have online appeal – niche products/add-ons and exclusives.

If you were to predict a summer hit, what would that be?

I always look for something that covers all ages and both genders so LEGO Simpsons minifigures tick all the boxes.

I would also have an eye on the World Cup in Brazil - the England ball from Mookie and Guardians of the Galaxy LEGO will be very good. Chris Pratt has already had great success voicing Emmet in the Lego Movie, this film will make him a major star.

”

What is it that makes you decide to stock a line of toys in Beales?

As with all toy retailers, there are core ranges that sell all year round and iconic toys that have stood the test of time. I always try to put myself in the customer’s shoes and ask what I would expect to find in a department store toy department. If a member of staff has to say that we do not have a basic product such as a chess set in stock then I should be embarrassed. Once the basics are bought, ranged and set for replenishment I would look at

Best sellers • LEGO Movie Minifigures • Mattel’s Hot Wheels Cars (the gold wheels promo is a great initiative!)

• Zuru’s Robo Fish

Can you recall ever being

31

RETAIL INTERVIEW BEALES

current hot licenses, crazes or promoted lines that would appeal to the Beales customer.

Some of the decision-making can be from experience or simply gut instinct. There are also products such as the LEGO Movie, where it’s all about the amount you order, the product is a ‘must have’.

Do Beales stock the same lines in each store, or is it varied depending on location?

We grade our stores in terms of turnover but we’re also looking at customer demographic and location. Our coastal stores really come into their own over the next few months so we have put together a range specifically for them. Last summer’s heat wave made us try a number of lines we had previously neglected, hopefully this summer will be just as good!

And how often would you change lines in-store?

There are two seasons and two ranges selected each year, the core range stays fairly uniform but the summer and Christmas selection obviously needs a lot of thought, analysis and planning.

When we select a range there are four stages - initial strategy and review of last year, a financial meeting and then provisional and final range sign off.

32

“

As with all toy retailers, there are core ranges that sell all year round and iconic toys that have stood the test of time. I always try to put myself in the customer’s shoes and ask what I would expect to find in a department store toy department

How do you tempt customers into your toy department?

I believe that we create a shopping environment that is fun for parents and children alike. We are always working on in-store theatre and looking for new ways to excite our customers.

There are some great offers to shout about too, we have monthly promotions that tap into current and seasonal demand.

What is your take on instore theatre?

We do our best to make a visit to one of departments a fun experience. We have play areas, demonstrations, and it’s good to see Epoch and K’Nex identifying in-store theatre as a great way to launch their brands.

”

Talk to us about licensed goods; do you have any licensed toys or play sets which are selling particularly well at the moment?

We are selective with licenses, playing safe with pre-school favourites and superheroes that we replenish on a regular basis.

I’m very careful with licenses that have a limited shelf life, sell through is all important.

SpiderMan products are selling well at the moment with SpiderMan 2 in the cinemas; this range would fall into the ‘safe’ category, as we would expect all year round sales with such an iconic character.

And finally, if you were a kid today, what toy would you be nagging your mum for?

Probably a Nerf Rapidstrike, I gave my 26-year-old son a Nerf recently and had to confiscate the darts so maybe he wouldn’t thank me if irresponsible Nerfness runs in the family!

JOHN’S VIEW If you were asked to divulge your top tip to a novice Toy Buyer – what would that be?

Learn how to build a range, get the basics right before you start trying to predict the next big thing, check your stand is full before you get carried away with newness, I would add that knowing what not to buy is important and clearance is clearance for a reason.

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FEATURE

HTI

LICENSED PLAY SETS

A license to play!

Play sets are a staple of every child’s toy library. TnP delves a little deeper into the world of licensed play sets to find out what works and why...

I

f you love a character, a book, a television series, if you love anything at all as a child, you want to consume it in every single form. Be that sleeping under a duvet with Peppa’s face on the front, drinking a Moshi Monster themed juice or decorating your lips with something from a Hello Kitty makeup set – whatever the format, you want it all. So when you put the words ‘play set’ and ‘license’ together, you’ve got to have a hit? Right? Well, that all depends.

“Some licenses are ‘evergreen’ such as Tonka and Peppa Pig whilst others are more short-lived – whether they’re movie related or just declining in popularity,” explains Marketing Communications Manager with HTI Entertainment Sarah Holden.

“Generally, HTI’s licensed role-play sets have been performing well. It’s all about the strength/popularity of the license and the relevance of the products to the brand.”

Working off the back of a good license is crucial, agrees Vivid Imaginations’ Marketing Manager Mary Wood.

“Not surprisingly, performance has depended on the strength of the license. Last year our Tickety Toc play set was disappointing given the appeal of the characters themselves, the lovely programming, our marketing activity plus the support from the retailer trade but in contrast we have had some clear winners across the Moshi brand all at different price points – the Moshi Spaceship and the Gumball Machine which launched in the spring of this year, as just two examples, which surpassed all expectations. Interestingly, as the Moshi brand is maturing, we are seeing a growth in play sets in this license and have some exceptional play sets with some fabulous consumer offers that we are

34

launching for the Christmas season.”

So does every license lend itself to a play set? Our experts say yes – but only if it sits comfortably with the brand.

“Play sets have to be relevant to the license. There are many themes that a play set can be inspired by but ultimately it has to fit the brand,” says Sarah. “Certain brands are more suited to other categories and simply do not lend themselves to play sets – as a licensor this is a key consideration when choosing brands for our portfolio. The other consideration is the age profile of the target audience.

Most role-play sets lose their appeal to children after the Sarah Holden, HTI ages of 7-8 years.”

But as Vivid’s Mary Wood points out, some play sets for the very young don’t need branding.

“Play sets with infant and preschool, particularly at the younger age range, have had proven successful over the years both with and without a license but for children at the older end of pre-school and going into the 4-7 year old age group, the license is everything and plays sets are stronger for it. The real magic happens when the theme of the license is captured perfectly with the look and features of a play set. Take

“

Play sets have to be relevant to the license. There are many themes that a play set can be inspired by but ultimately it has to fit the brand

”

Vivid

Thunderbirds Tracey Island as a great example of that happening in previous years and we expect to see it again next A/W ‘15 when the new series launches.”

But why should retailers stock licensed play sets? What sort of play value do they offer? Quite a lot, it seems!

“Truly relevant licensed play sets bring children’s playtime into the realms of their favourite brand – the toy provides an emotional attachment to the brand and this can help to further develop the benefits that children get from quality play such as development of imagination, social interaction, coordination skills and ultimately maximize their fun,” points out Sarah, with Mary adding: “The play pattern is different depending on the age of the child.

The Peter Rabbit Secret Treehouse will not only allow a child to reenact what they have seen on the CBeebies programme but it supports play patterns that appeal to younger children like slide play, hide and seek, opening and closing doors.”

Mary continues: “In contrast, the Strange Hill High Collect & Play High School play set is targeted at older children who will still like to play out the quirkiness and wackiness of the TV programme but who are also more into having a place to store and display the myriad of characters that they have collected.”

But ultimately, the beauty of a play set lies in its ability to engage children with their favourite characters.

It allows them to further immerse themselves in a world of imaginative play and that is something every parent wants for their child.

toysnplaythings.co.uk

LEGO still has the Force LEGO 01753 495000 www.lego.co.uk Now in its fifteenth year, LEGO Star Wars is the number one Star Wars property, with a 63% share of the Star Wars toy licence.

2014 brings a new Darth Vader theme to bridge the gap between the current Clone Wars series ending and Rebels programming commencing in the autumn. Microfighters have been introduced as entry point items while four Great Vehicles have been introduced to drive frequency. Hero products for the year include the AT-AP, Imperial Star Destroyer and The Ghost.

LEGO Superheroes is currently LEGO’s fourth largest property. Under the LEGO Marvel umbrella, there is a strong offering for Captain America, SpiderMan and Guardians of the Galaxy for 2014, while the LEGO DC Universe line features four new Batman sets.

LEGO Teenage Mutant Ninja Turtles introduced new sets for April 2014 to reflect scenarios, vehicles and buildings from both the classic TV series and the movie launching later this year.

Keep K’NEXing K’NEX 01189 497000 www.knex.co.uk Autumn 2014 will see the launch of two hotly anticipated licensed lines from the company. The K’NEX Plants vs. Zombies range of building sets and the K’NEX Titanfall building set range will capture the unique appeal of these popular licences for the first time. Offering a range of price points, K’NEX has translated the fun and excitement of the Plants vs. Zombies mobile app and Xbox game to a range of building sets and collectable figures. K’NEX will also launch in autumn the first line of building toys based on the new action-packed and explosive Titanfall video game, which shot to the top of the charts when it hit stores. At the core of the range are two sets that will enable builders to construct highly detailed and impressive looking IMC Atlas and Militia Ogre 12 inch Titans complete with pilot.

Causing an uproar GOLDEN BEAR 01952 608308 www.goldenbeartoys.com There’s lot for little ones to discover with some fantastic new play sets from Golden Bear for 2014. In The Night Garden is the much-loved TV series set in an imaginary picture-book place that exists between waking and sleeping. Golden Bear has brought this magic to life with a carefully designed toy collection, including an impressive pull along play set packed full of features - the new Ninky Nonk Musical Activity Train. Based on the hit Disney Junior show Henry Hugglemonster, Golden Bear introduces a Roarsome new toy collection.

Their monsterific play set will ensure lots of adventures for little ones, with many interactive features including an opening roof, spinning table and a monster eye that appears in the window!

It’s a small world FLAIR

0208 633 0320 www.flairplc.co.uk Flair’s exciting range of play sets has expanded in 2014 with brands such as Doc McStuffins, Teenage Mutant Ninja Turtles and Sofia the First, a brand new property for Flair, joining the portfolio. The new GP Flair Sofia the First collection will be available at retail from summer 2014. Central to the collection is the delightful Magical Amulet play set, which features sounds, lights and moveable parts together with detailed micro dolls. The Jewel themed micro play sets include sparkly jewellery, a magic wand and a tiara. The way that these play sets open up to reveal magical mini worlds within makes them appeal to any fan of fantasy play.

Doc McStuffins has also been refreshed for 2014 and now features a brand new pocket-sized format for pre-schoolers with the Mini Clinic play set. Flair’s hugely popular Teenage Mutant Ninja Turtles collection is getting zippy this autumn with a brand new range of play sets.

58 APRIL 2014

35

FEATURE

LICENSED PLAY SETS

Inspiration for the imagination VIVID

01483 449 944 info@vividimag.com www.vividtoysandgames.co.uk

Look out for the Strange Hill High Collect ‘n’ Play High School as part of Vivid’s all new range launching in May to coincide with the second season launch on CBBC. Styled like Strange Hill High, the play set embodies the weird and wacky nature of the show with a spinning vortex, trapdoor and magic transporting lockers. This autumn, Vivid is adding to its Peter Rabbit range with the Secret Treehouse play set, which fans of the show will recognise as the hideout for Peter Rabbit, Lily Bobtail and Benjamin Bunny. The lift takes the rabbits up to the safety of the Treehouse, the bucket can be used to bring up supplies, and there is a telescope to look out for mean old Tommy Brock and Old Brown. The play set comes with an exclusive figure of Peter Rabbit holding his father’s journal. It will be TV advertised alongside other key lines in the range, in the run up to Christmas.

What’s that sprouting from the ground? It’s the magical Great Moshi Beanstalk of course. This play set lets the Moshlings have an adventure way up in the clouds. The brave Moshling climbers will love jumping from leaf to leaf and sliding all the way back to the bottom. If they’re feeling cheeky you might find them hiding inside the stalk or hanging out on the Leaf Swing!

Playing princess MATTEL 01628 500303 www.mattel.com The Disney adventure continues as FisherPrice builds on the success of its Disney licence partnership with the popular Little People range of play sets and figures. Taking pre-schoolers into an enchanted world full of discovery, the TV-supported Little People Disney Princess Palace play set continues to bring its magic to the range. The pre-school hit Imaginext also continues to excite with the licensed DC Super Friends range. Full of cool gadgets and action packed play, the Imaginext Batcave is the ultimate play set for superhero fans. The Batcave remains at the top of the Imaginext DC Super Friends offering. Adding even more action to the adventure, fans can team the play sets with the new motorised Batmobile, DC Super Friends Vehicles and DC Super Friends Figurines compatible with all play sets. It’s full steam ahead for Thomas & Friends with exciting new re-branding of the pre-school range with My First Thomas & Friends in the summer. Wooden Railway continues to build momentum, offering retailers a new proposition for the brand.

Bob is back SIMBA DICKIE GROUP 01274 765030 www.simba-dickie.com

Mosaics with magic ASOBI 01628 200077 www.asobi.co.uk Having merged with Alyss Toys late last year, Asobi is now the distributor for Canadian craft favourite, the Orb Factory. In 2012, the Orb Factory teamed up with Disney to create a beautiful collection of products for their Sticky Mosaics range, which allows kids to create art using numbered templates and foam-backed sticky mosaic and jewel pieces. The packs include some of Disney’s most iconic and legendary characters, including Tinkerbell, Cinderella, Ariel and Snow White.

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SpongeBob SquarePants has seen a dramatic resurgence in recent years in the toy category, led by master toy partner the Simba Dickie Group. With heavy investment in new product development the Simba SpongeBob range is anchored around a number of great value large SpongeBob play sets that re-create SpongeBob’s world in fantastic detail. With play sets now available now including SpongeBob’s iconic Pineapple House, the Krusty Krab, Patrick’s Rock, Squidward’s Moai House and a floating Pirate Ship - kids really can recreate almost all of Bikini Bottom. Each set includes loads of accessories.

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Feeling fuzzy JOHN ADAMS 01480 414361 sales@johnadams.co.uk www.johnadams.co.uk John Adams continues to add to its much-loved Fuzzy Felt portfolio with the introduction of the hit new licence Doc McStuffins. In stock now, this cute new addition joins the Disney Princess, My Little Pony and Minnie Mouse Fuzzy Felt sets in this popular range. Each licensed kit includes over one hundred felt shapes, including pre-printed character pieces, offering great play value. Each set also includes a flocked board for pre-schoolers to use as a base for their designs and an ideas leaflet to familiarise youngsters with the Fuzzy Felt play pattern. Perfect for encouraging creativity and fuelling imagination, these new licensed sets help to introduce a whole new generation to the much-loved and heritage Fuzzy Felt brand.

On your marks… play!

HTI 01253 778888 info@htigroup.co.uk www.htigroup.co.uk

From vehicle play sets, ‘glam-up’ and cooking roleplay toys to farming and construction themes, HTI have the licensed play set market covered. Under licence from Hasbro, HTI’s Tonka Town range of vehicles, play sets and character figures is based on real life emergency services. HTI is also launching an exciting new range of My Little Pony cases that take the theme of personal ‘grooming’ and beauty. An evergreen, globally loved brand, each case features unique tooling relevant to each My Little Pony character to maximize brand relevance.

Set to play CHARACTER OPTIONS 0161 633 9800 www.character-online.com Character Options’ exciting range of licensed play sets has expanded the portfolio even further for preschoolers into 2014, with brands such as Ben and Holly, Peppa Pig range extensions and new Fireman Sam ocean-themed toys. Peppa Pig Theme Park play sets have already achieved huge sales success and will be extended with a brand new Peppa Pig Theme Park Ice Cream play set, which includes a classic ice cream van, a cute tricycle, a table with sunshade umbrella, an ice-cream board to list all the ice cream flavours, plus an articulated Peppa Pig figure! Extending Characters’ Peppa Pig portfolio, the Weebles are back in town in the guise of Peppa and her friends! The Weebles figures have real collectibility, and the hero line Peppa Pig Weebles Wind and Wobble Playhouse won the Best New Pre-school Characters Toy award at this

MAY 2014

year’s Toy Fair. Set to launch in July, Ben and Holly will be a key focus for this year’s Character Options preschool play sets. This new range will capture the very essence of Ben and Holly’s Magical Kingdoms hit TV show and will further pre-schoolers’ love of the brand. Explore Deluxe Thistle Castle play set’s impressive throne room and mix up some magic potion in the cauldron. After all the castle excitement, take a trip to Ben and Holly’s Magical Playtime play sets,

which are connectable and collectable and feature three playground activities to create the ultimate Magical Kingdom experience. With a new ninth TV series now fully launched, the Fireman Sam collection will see the introduction of the Ocean Rescue theme. At the heart of this will be the impressive Ocean Rescue play set and the new Titan Rescue Boat, which will see Fireman Sam take to the water to perform his heroic duties.

37

TECHNICAL COLUMN BUREAU VERITAS

That’s electric!

Malcolm Horner, Toy Technical Consultant at Bureau Veritas Consumer Products Services looks at the EU requirements for electric toys

“

As with any other types of toys, the manufacturer should carry out a safety assessment to ensure that all electrical aspects of the toy are addressed by EN 62115

”

In addition to complying with EN 71, electric toys need to meet the specific electrical requirements of the Toy Safety Directive. By electric toys, we mean toys that are operated either by batteries or by a mains operated transformer. If an electric toy is operated by a transformer, the transformer must be separate from the toy (not be integral with the toy). The transformer itself is not classified as a toy and should comply with EN 61558-2-7 for linear transformers or EN 61558-2-7 and EN 61558-2-16 for switch mode types. If the toy is powered by rechargeable batteries and a battery charger is included with it, the charger should comply with EN 60335-2-29.

The electrical safety requirements of the Toy Safety Directive include the following main principles: •

Toys shall not be powered by more than 24 volts (DC), although higher voltages may be generated internally if the voltage and current combination generated do not lead to any harmful electric shock, even when the toy is broken, regardless of the age of the child.

•

Toys that are connected to an external source of electricity, capable of causing an electric shock, must be properly insulated. This applies to cables and connectors linking the toy to the source.

•

Electric toys must be designed in such a way to ensure the maximum temperature reached by any accessible surface would not cause burns.

•

Electric toys must be designed such that any generated electric, magnetic and electromagnetic fields are limited and must operate at a safe level.

•

Any lasers, LEDs or other types of radiation must be limited to prevent risk of injury to eyes or skin.

with the standard would, in most cases, mean that the toy complies with the electrical essential safety requirements of the Toy Safety Directive. However, as with any other types of toys, the manufacturer should carry out a safety assessment to ensure that all electrical aspects of the toy are addressed by EN 62115. If not, an EC-type of examination would be required.

The scope of EN 62115 covers toys that have at least one function dependent on electricity (including constructional sets, experimental sets, functional toys, video toys if operated under 24 volts) and toys using electricity for secondary functions. For example, a dolls house with an interior lamp or a teddy bear fitted with sound chip.

In addition to the Toy Safety Directive, electrical toys would also have to comply with the EMC, WEEE and RoHS Directives. Any batteries supplied with the toy will have to comply with the Batteries and Accumulators Directive.

Contact Bureau Veritas Consumer Products Services UK: bvsales@uk.bureauveritas.com; +44 (0)1925 854 360; www.bureauveritas.co.uk/cps

The electrical safety standard for toys is EN 62115. As with EN 71, EN 62115 is a harmonised standard for the purposes of the Toy Safety Directive.

Therefore compliance 38

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SAFETY

ROUNDTABLE

Safe and sound…

In the second of our quarterly safety features, TnP speaks to industry experts about key topics in toy safety. This month we sit down with Malcolm Horner, Toy Technical Consultant with Bureau Veritas Consumer Products, Philip Bullock Technical Manager, Toys and Hardlines at Intertek, Lax Pattni Director at Northern Testhouse and Richard Smart Key Account Director at UL Malcolm Horner, Toy Technical Consultant, Bureau Veritas Consumer Products Services When do you know to test for Chromium VI and Organo Tin? The Toy Safety Directive establishes migration limits for 19 heavy metals/ compounds in toys or components of toys, depending on the toy material used. Limits for organo tin and chromium VI are quite low.

Typically, a toy manufacturer would ask their laboratory partner to test their toy for the 17 main elements under EN71-3, which includes testing the materials for tin and chromium. The test on the 17 elements is not able to distinguish between tin and organo tin and between chromium III and chromium VI. If the result of the first test reveals levels of tin and chromium which are close to or above the authorised levels of chromium VI and organo tin, then we would recommend carrying out an extra test to determine more accurate levels of chromium VI and organo tin. This two stage process is recommended to avoid carrying out unnecessary testing, and thus saving money.

Do you have to test your toys for absolutely everything?

If you have a detailed Bill of Materials (BOM) from which you have been able to carry out a chemical safety assessment, then you may have identified that some analytical testing might be unnecessary – for instance because your toy doesn’t contain any materials of concern.

Carrying out a chemical safety assessment requires you to have a BOM that you can trust and some knowledge in chemistry – without however the need for being a professional chemist. The British Toy & Hobby Association (BTHA) and Bureau Veritas have developed

40

Toyograph, an online tool enabling companies to use a Bill of Materials (BOM) to determine which materials are at risk of containing restricted chemicals above the limits specified in legislation or at levels that may be a safety concern.

From the mechanical and electrical aspects, different requirements are applicable to different categories of toys and all applicable requirements should be assessed. However, many clauses of EN 71-1 and EN 62115 will often not be applicable to the toy being tested.

Can the BOM always be trusted?

As the BOM is the basis of your chemical safety assessment, you should be confident in its authenticity and accuracy. Some Far East manufacturers don’t make the effort to go into many details: we have seen some of our clients provided with suspiciously “very light” BOMs from their manufacturers. To judge the relevance of the BOM, some common sense must be applied. You must ask yourself: “does the BOM make sense?” For example, let’s imagine that you are checking the BOM for a play doll: you must check if all the components of the doll are described on the BOM – not only the body and limbs of the doll but also the clothes, hair, eyes and eyelashes.

If something is missing on the BOM, then it’s

not a good sign. Again if you have a toy with several colours of materials, check if all the paints and/or pigments are listed.

The above might seem obvious, but we often see in our laboratories BOM that do not match the toy they are supposed to describe.

If you have been working with your suppliers for a long time and if you have a good partnership in place, I think you will be more inclined to trust their BOM. On the contrary, if you are importing a toy from a manufacturer you have never worked with, it might be recommended to test all your components and materials for EN71-3 and other restricted chemicals until sufficient confidence is achieved.

Is your laboratory noticing an increase in failure while testing to the updated acoustic standard?

The major change to the standard is the introduction of new requirements for toys not previously within the scope of the standard, such as percussion toys and wind toys like drums, xylophones and whistles. Revised test methods have also been introduced for voice toys such as megaphones and walkie-talkies.

We have noticed a significant number of these toys failing to comply.

Furthermore, the revised standard does contain some subjective requirements with respect to exposure categories; these determine the specified limits for the type of toy under test. There are also some problems with the actual test methods for certain types of acoustic toy. CEN are aware of these problems and are hoping to address some of them by means of interpretations.

However, it is likely that a further revision of the acoustics requirements and test methods will be necessary before too long.

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Philip Bullock, Technical Manager - Toys & Hardlines, Intertek When do you know to test for Chromium VI and Organo Tin? A common approach is to “screen” toys using the methodology in EN 71-3 and specifically test for chromium VI or organic tin only when the need for this is indicated by the screening results for chromium and tin. If these initial results are less than the specified limits for chromium VI and organic tin, then further testing is unnecessary. In addition the decision should consider the materials used in the manufacture of the toy and the manufacturing controls which are in place. A BOM should identify, for example, what pigments are used and from this it can be determined whether they are likely to result in levels of chromium VI. However, without knowledge of the manufacturing processes and controls which are in place, it could not be guaranteed that a toy would comply with the limits in the toy directive 2009/48/EC as a BOM based approach alone would not take into account contamination or substitution of raw materials which is known to have occurred in the past.

Do you have to test your toys for absolutely everything?

No. One of the purposes of the safety assessment detailed in article 18 of the toy directive 2009/48/EC is to determine what testing is appropriate and necessary based on knowledge of the materials and manufacturing process. For example, a wooden

Richard Smart, UL Key Account Director.

When do you know to test for Chromium VI and Organo Tin? We use the results from testing to EN7 1 Part 3:2013 to indicate whether the additional testing requirements are applied. If the results for EN71 Part 3 are below the limits for Chromium VI and Organic tin, taking into account several factors, then we would not perform additional testing as the material can be deemed to comply.

Do you have to test your toys for absolutely everything?

No, there is no requirement to test for everything, certain tests or standards would only be applied to specific product or material types. Compliance with appropriate directives and regulations is required, however testing is not the only solution.

We work with our customers

MAY 2014

toy would not require testing for phthalates under REACH Annex XVII since these chemicals would not be used in the processing of wood. Some standards themselves restrict the types of toy to be tested e.g. EN 71-3 generally does not apply to toys which are unlikely to be licked, sucked or swallowed.

Can the BOM always be trusted?

As a laboratory, we cannot determine whether a BOM is a true reflection of the materials used in manufacturing the toy in question. We do however experience a lack of understanding of the level of detail required since it is not uncommon to receive a BOM which simply states “plastic” and “yellow pigment”.

Is your laboratory noticing an increase in failure while testing to the updated acoustic standard?

Yes. In our experience failures to the revised acoustics requirements in EN 71-1:2011+ A2 are mainly due to the number of toys which are now subject to requirements which previously were not. Examples of these include toy drums, whistles, xylophones and trumpets. Previously, these were excluded as mouth actuated toys or child actuated toys on the basis that the noise level is determined by the child and not simply the toy. Until manufacturers take into account these new requirements (which come into effect in September), we would expect to see failures in these types of toys.

to ensure that we apply the relevant requirements for their products, if they want to apply additional requirements then we help to support this.

Can the BOM always be trusted?

It depends on your supplier and the level of information that they are able to go down to. A bill of materials is only as good as the information and supporting data, if there are gaps or the material supplier cannot provide enough information on the constituent materials then there is always the potential for gaps.

Is your laboratory noticing an increase in failure while testing to the updated acoustic standard?

The failures we have experienced have been mainly associated with the new categories of products which previously did not require testing, examples would be whistles and percussion items.

Lax Pattni, Northern Testhouse When do you know to test for Chromium (VI) & Organic Tin? The migration test of all 17 elements is the initial starting point for determining whether chromium (VI) and organic tin tests apply or not! Where confirmation is necessary, then there are options such as testing or assessing material information for certain material categories and with this knowledge we can then come to an informed decision Do toys have to test for everything?

No. We review each toy received against the requirements of the relevant standard. This review dictates which tests must be performed and which are not applicable.

Can BOM always be trusted?

No. The actual BOM does not assure that the materials and or their source have remained constant. The veracity of the BOM must be confirmed by periodic independent testing.

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SPONSORED FEATURE NORTHERN TESTHOUSE

Play it safe As the only British, independent, commercial testing laboratory, Northern Testhouse offers a wide range of toy safety testing services, focusing on efficiency and flexibility.

TnP’s Rhys Thomas sat down with Director, Lax Pattni to find out about his 23 years in the industry, the firm’s experience, and its solutions for upcoming safety standard changes Tell us about The Northern Testhouse, how long has the company been working in product safety testing?

I have been involved in the complex and ever changing consumer product safety field since 1990.

My career started with another test house as a chemist, eventually moving to the leading position of Group Laboratory Manager.

With a strong toy testing background, I was perfectly posed to establish The Northern Testhouse (Leicester) Ltd in 2000 and now we are entering our 14th year!

What are your credentials in the toy industry?

With over 23 years of experience in safety testing, previous involvement in a variety of technical areas, such as EC type examinations and toy safety meetings, and being familiar with other international standards, we believe we are one of the leaders in toy testing.

We are also members of the British Toy and Hobby Association, UKAS accredited for a range of standards, and CPSIA accredited for total lead testing and participate in interlaboratory trials. This gives confidence to our clients and their final customers, and recently we identified two unsafe toys through routine evaluations, which were recalled by the supplier.

What facilities does the lab at Northern Testhouse have?

We have a fully equipped laboratory capable of carrying out all of the tests we are contracted to perform. These include, but are not limited to: EN71 Parts 1, 2 and 3 ISO 8024 Parts 1 & 3 ASTM F963 CPSIA Total Lead Total Cadmium for REACH Regulations BS7272 Parts1 & 2 BS6748 (Ceramic Ware) Phthalates for REACH Regulations EN14350 Parts 1 & 2, (Childcare standards for drinking equipment) EN1400 Parts 1, 2 & 3 (Childcare

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standards Soothers) EN14372 Parts 1 & 2 (Childcare standards for feeding equipment) EN1186 (Plastic materials and articles in contact with food - overall migration) You’re an independent lab, what advantages does this give you?

We are the only British, independent, commercial laboratory left in the country, and being fully managed and controlled locally provides several key advantages and benefits. We are able to offer

NORTHERN TESTHOUSE’S TOP 5 TESTING TIPS

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Northern Testhouse’s Director, Lax Pattni, believes the following tips can help streamline the safety testing process, ensuring accurate results, high quality product and satisfied customers!

1.

Ensure that your staff are knowledgeable with respect to the legal and safety requirements of the markets the product is to be sold in.

2.

Ensure that all purchase orders raised for toy materials and parts are comprehensive, and that any changes to specifications and/or materials must be agreed upon prior to implementation.

3.

Technical files must be current and reflect all elements of the toy design and approval. They must be subject to constant review and maintenance.

4.

Where possible, use automatic update services to keep abreast of new issues of standards.

5.

Don’t be afraid to shop around for the best deal when it comes to getting your product tested. Smaller test houses can be incredibly flexible and cost-effective!

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independent advice, quite often in real time on the telephone and with low overhead costs, and we are able to offer an extremely competitive price structure. This, allied with the ability to provide a rapid turnaround, makes our lab a very attractive one-stop shop for testing.

Being independent also means we are incredibly flexible. We are in a position to rapidly respond to changing customers’ needs and do not require head office approval for change or expansion to the lab and its set up.

What has been the most challenging recent issue in toy safety testing?

Without a doubt, the recent major developments are the revised migration of heavy metals standard EN71 Part3 and wider chemical requirements specified in the toy safety directive 2009/48EC. How did you tackle this issue?

As an initial measure, we have been testing to the revised EN71 Part3 since last April, when the standard was still in draft form.

Using this proactive approach enabled our clients to check and correct product formulations where necessary. For example, we identified copper and strontium levels exceeding the limits in various inks. Feeding this information back to our customers enabled them to take the necessary actions to maintain compliance.

And what do you see as the biggest concern for toy companies over the next 18 months?

Toy safety standards are continually changing, for example: toy types expanded for acoustics requirements proposed draft EN71 Part14 standard for trampolines etc.

As more focus than ever before is placed on the use of chemicals, however, we expect consolidation of standards – both national and international – to be brought into line with the current EN71-3.

Another expected development would see a revision of the limits or addition of other elements in the current EN71-3, which will undoubtedly increase the scope of testing in relation to toys.

How can Northern Testhouse help companies with these?

Based on our experience of chemical product testing, we have developed test methods for screen

MAY 2014

testing elements such as iron, lithium and titanium, which are not currently covered by EN71 Part3. This information will be made available should a customer require it.

What work does Northern Testhouse do for regions outside the EU such as the US? With respect to testing carried out for non-EU markets, at The Northern Testhouse we are CPSIA approved for using the CPSC test protocols, to determine the limit of total lead in toys. This requirement is generally for product entering the US market. We also test for soluble elements to the ASTM F-963 standard.

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Toy

safety standards and are continually changing - for example: toy types expanded for acoustics requirements proposed draft EN71 Part14 standard for trampolines etc.

How can proper safety testing save toy companies money?

Clearly it is unrealistic to test all toys for ‘everything’. The toy safety directive allows various routes to ensure toys meet the essential safety requirements declared by CE marking without having to totally test each product.

We can support via structured testing plans, reviewing technical information about materials and historical testing. By these means we can define product risk

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to ensure relevant safety requirements are addressed and thereby significantly reduce costs.

What are your plans for expansion in the near future?

We are looking to increase the range of testing services for both the mechanical/physical and chemical testing of toys and associated products. In support of that, we have recently taken delivery of and commissioned ICP - MS machine and have invested in various pieces of test equipment for the mechanical/physical department.

We envisage that the investments we have made and are making will improve the range of testing services we offer and improve response time to the customer.

THE NORTHERN TESTHOUSE (LEICESTER) LTD Contact: Lax Pattni, Director Address: Unit 1, Scraptoft Business Centre, Main Street, Scraptoft, Leicester, LE7 9TD Telephone: 0116 2418811 Email: lax@nthleicester.co.uk Web: www.nthleicester.co.uk

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THE INDEPENDENT

OPINION

Being inspired by the silver screen This month The Independent admits he is really a child at heart

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othing gets me more excited than seeing the build-up to a great movie.

And if I am not mistaken, 2014 is set to be a great year for blockbuster movies.

We have movie releases and therefore movie products every year, and without doubt there is some potential for selling products off the back of every movie.

This year we have LEGO, Transformers 4, SpiderMan 2, Postman Pat, Teenage Mutant Ninja Turtles and loads more, and I really struggle to pick a bad one out of the bunch for this year. I am a very big child at heart, and I firmly believe the LEGO Movie was such a huge hit to the extent that if the entire movie consisted of a guy sitting in a chair staring back at me and saying nothing, I would probably still have given it a standing ovation as the credits began to show on screen. I have told my wife that I have chosen one of the sets for my birthday (this will keep me out of her hair for a few hours at least), so we will both be happy in a few months time.

The Independent’s top-selling toys for March 2014 VOLUME: 1) LEGO Minifigures - LEGO 2) Minecraft Figures - Character Options 3) Ninja Plastic Sword - HGL VALUE: 1) LEGO Minifigures - LEGO 2) Frozen Dolls Asst - Mattel 3) Minecraft Figures - Character Options

Now, I don`t want to take away from the other movies that are coming out this year, and one of my vivid memories when my kids were growing up was their love of the almighty Dinobots, while other kids were running about as SpiderMan or Teenage Mutant Ninja Turtles (me included, just a few years further back in time, although I was always Batman), which just increases the appeal for this year. I can remember the number of kids in our street who used to play as Transformers and they always ended up fighting over who was going to be Grimlock! It makes me wish I was eight years old again. And speaking personally after visiting London Toy Fair earlier this year, I can’t help but be extremely thankful that it is going to a big year for movies, because there wasn’t much being shown in London that set my world alight. Apart from my visits to Character Options, Flair and LEGO, it seemed that everyone was sticking close to what they knew, which I have to say isn’t really that appealing to my customers when they walk in and see a slight packaging change trying to be passed off as “innovative development”.

Although there was one, rather soft and cuddly item, that we will greatly anticipate getting onto our shelves this Christmas.

One of the aspects of my job that I have loved since I first began retailing is the products. If that isn’t clear from this column so far then I do apologise, as I am trying to maintain a semiprofessional manner while actually jumping up and down in my chair with

excitement. I don’t see them as cheap plastic or soft plush, I see them as the gateway to our children`s imaginations.

I love seeing innovation, and looking at a child’s amazement when a toy talks to them. One item that brought me right back to when I was a kid was Character Options’ Teksta Dinosaur. If I saw a TV advert when I was kid showing how he breaks the bone in his mouth and then spits it out, I would have clung to my mother’s leg for a month to make sure Santa knew how important it was for me to have that toy. But it does make me a little bit sad when I think back to London, and try to remember the number of “exceptional” products on offer.

I would not like to be a young man trying to make a living out of selling toys, especially after these last number of years have seen overheads going up, prices increasing, margin decreasing and a huge increase in purchasing online.

I used to look forward to my retirement when I could have a wander through my local town and pop into the toy store to see what products there were on offer and how they would be displayed. But I may not even need to leave the house to do that in a few years time as the computer can pretty much tell me everything I need to know at the click of a button. But my point is, I want to be able to go into town, I don’t want everything to be at the press of a button. Am I the only person alive who thinks I make sense?

THE SECRET SUPPLIER Blame it on the movies!

Buyers now need new skills to keep up-to-date with the next big thing, argues our Secret Supplier. Do you agree?

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uch is the hectic pace of our industry that we don’t fully appreciate just how much it has changed over recent years.

As The Independent points out, gone are the days when one could be genuinely surprised and delighted at the creativity displayed in the new and exciting toys on display at Toy Fair.

Instead today, the buyer is offered a vast menu of options from which to choose countless different licenses!

As a consequence the industry’s product development source has moved to Hollywood or the TV studios!

The global success of the LEGO Movie will undoubtedly encourage other property owners to try and replicate its success although LEGO has set an incredibly high benchmark.

Notably, kids today seek out new ideas and characters via the internet as Moshi Monsters so brilliantly demonstrates. The Moshi

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Monsters website has nearly 90,000,000 users. Compare that with the numbers watching the top-rated kids TV programme! Apart from Vivid, who else would have been able to predict the success of these little pet monsters? So today the creators of new toys are not the traditional company R&D guys but instead experts in web creation or TV production, who do not necessarily know anything about the real lasting play value of good toys. The challenge for the buyer is to anticipate the critic’s reviews of these movies and try and stock the winners. All of this requires completely new skills of the buyer compared with simply looking at new toy and judging its play value based on previous experience and knowledge.

So as The Independent points out perhaps we are failing our children today by not developing totally original toys? Toys you don’t see at the movies!

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N The Northern Testhouse (Leicester) Ltd Toy Safety Testing……contact us for quotation and try us!

The Northern Testhouse (Leicester) Ltd is an established expanding and the only independent consumer products safety testing laboratory. With a strong base in consumer safety, we are able to provide solutions to match the individual needs of client companies, where guaranteed levels of integrity and quality are essential

Our Credentials & Benefits Offered • • • • • • •

UKAS accredited to a range of standards CPSIA approved for total lead testing BTHA members Retailer Recognition Technical Support Fast Responsive Service—EN71 Part3: 2013 from 2 days!

Competitive Rates & Discounts

Major Product Areas •

• •

Toy Safety to European and International Standards ---EN71 Part1, EN71 Part2, ASTM F963, ISO 8124-3 and EN71 Part3: 2013 BS7272 Total Cadmium for REACH Regulations

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• •

• •

Total Lead for US Ceramic & Glassware Testing to International & European Standards Child care articles--- EN14350, EN14372 Phthalate for REACH Regulations

• • •

Plastic materials & articles in contact with food regulations Giftware Risk assessments

The Northern Testhouse (Leicester) Ltd Unit 1, Scraptoft Buisness Centre, Main Street, Scraptoft, Leicester LE7 9TD Telephone: 0116-2418811 Fax: 0116-2418070 Email: lax@nthleicester.co.uk Web: www.nthleicester.co.uk

REVIEW AIS

Toys and gifts galore The AIS Independent Toy and Gift Show took place in April and TnP were there to meet with suppliers and retailers at the Solihull venue where the sun shone!

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he sun was out in Solihull last month, as the annual AIS Independent Toy and Gift Show took place at Cranmore Park Exhibition Centre, from 15-16 April.

With roughly 80 exhibitors at the show, it attracted buyers and independent retailers – many from the AIS group – all looking to stock up and find fresh product.

The show was host to exhibitors from across the industry – Mattel and Galt, to The Puppet Company and Thames and Kosmos – offering visitors the perfect chance to stock up for the busy summer holidays and Christmas periods. With such a stellar line-up of exhibitors, visitors came from far and wide to attend the show – from the south coast of England to the Highlands.

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Travelling all the way down from Scotland, Valerie Harden, Director of McEwans of Perth and the store’s Toy Buyer, Raynor Ebberwhite were at the show looking for some seasonal fare.

“We’re on the lookout for new toys for the holidays and Christmas period,” Valerie told us. “We’re looking forward to talking with our established suppliers, but naturally we’re also We are on a the hunt for new growing curve and on products. We always are determined to support this show as maintain the it’s a great place for us quality of the show to see so much and do some serious buying!”

Miles Penhallow, Manager of This was a sentiment the Toy Divison, AIS shared by Sue Lockey, MD of the Puppet

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Company, who was at the show with husband Peter to showcase their latest ranges of hand puppets, marionettes and a new, hanging puppet booth for ad-hoc performances. “It’s a great show, and everyone is here,” said Sue. “It’s a great place for visitors to see a real mix of toy companies. Whether you’re a one-man band or the head buyer of chain, everything you’d want to see is here.”

Many of the exhibitors at the show were there to tap into new markets and meet some new faces.

AIS currently has 83 members with 208 outlets buying their toys through the groups plaYroom. And although the show is organised to support members of the AIS buying group, it is also

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open to all independent bricks and mortar retailers that offer toys and children’s gifts as part of their product offering. The focus is on supporting the independents, and that’s a real bonus for many exhibitors.

Amanda Murphy, Sales and Marketing Manager at Gibsons said: “It’s great to support this show and exhibit for so many independents.

Independent retailers are a huge part of our business, so it’s brilliant to be able to get some invaluable feedback from them about our new products that we are showing here.

It’s also the first chance that many have had to see the new Pass the Bomb, which is out later this year.”

Many exhibitors, such as Orchard Toys, are stalwarts of the AIS show and have always found the mix of visitors to be a big advantage. As well as toy shops, the show is open to gift shops and garden centres that are looking to bolster their offering with toys and kids’ gifts.

“The AIS show has always been a successful one for us, so we’re always more than happy to support it,” said Simon Prest, Sales Director at Orchard Toys. “We’re looking to open some new accounts with the AIS members at the show, and with such a diversity of retailers attending – from toy and gift shops, to garden centres – this is the place for opening new accounts and exploring new avenues.”

Keith Grafham, CEO at Green Board Games agrees. “This is a good opportunity to meet retailers from the AIS group that you otherwise wouldn’t. We’re hoping to open some new accounts, and speak to some new retailers, and the lunch is fantastic here, which is always a bonus!”

Speaking to exhibitors, it was clear that retailers were coming to the show with money in their pocket, and buying on their mind.

Keith Grafham, CEO of Green Board Games enjoying the AIS show

The Orchard Toys stand was busy!

“It’s an order signing show for us, which is fantastic,” said Steph Rowe, Major Accounts Executive, John Crane. “What’s great about this show is the amount of new customers you get to see – it’s a new crowd. There are a lot of new and unfamiliar faces, and you

“

We always support this show as it’s a great place for us to see so much and do some serious buying!

Valerie Harden, Director, McEwans of Perth

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reach people at this show that you wouldn’t elsewhere.”

Speaking with Miles Penhallow, Manager of the Toy Division for AIS, after the show, he revealed that attendance was up on last year – the highest yet – with some strong growth. “Bearing in mind that our show was held just before the Easter holidays, we were delighted with the attendance. We are on a growing curve and are determined to maintain the quality of the show,” he said. “On the first day, due to high attendance, we were just able to cope with the parking and restaurant numbers. For us, our show is all about quality rather than quantity. We are 20% up year on year and there are not many companies that can quote that sort of growth.”

The show will return next year, so stay tuned for more information, and visit www. independenttoyandgift.co.uk to find out how you can get involved.

Steph Rowe, Major Accounts Executive at John Crane

MAY 2014

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RETAIL

OPINION

Trade talk

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

This month we talk to some of the industry’s finest to find out how things have been performing at retail so far this year and we LINDSAY HARDY delve into their summer Marketing Services Director, Flair hit predictions!

How have things been performing for you at retail MARK HUNT Marketing Manager, Character Options How have things been performing for you at retail so far this year?

The year has got off to a really good start for Character. We’ve several new launches in spring that have met all our expectations and more. These include Skydancers, Peppa Weebles and Disney Palace Pets and we expect their strong sales to continue as new lines within each brand are released in summer.

Have you had any stand-out successes in your range to date that has surprised you?

In honesty, Character has expected strong sales in all the collections as we have a really soaring portfolio for 2014. If one brand stands out above all others as over achieving, it’s Minecraft. The entire collection has become a phenomenon and keeping it on shelf is a continuous challenge.

Do you have any predictions for a summer-hit in 2014?

Our new Skydancers Starfly has literarily just launched. It’s had an amazing reaction from retailers and is perfect for outdoor play as well as indoors. We have put a great deal of marketing behind it too so we expect this new toy to be really strong over the summer. Of course summer means cool treats, so ChillFactor with its new variations will continue to fly!

so far this year?

So far so good - our core collections of Doc McStuffins and Teenage Mutant Ninja Turtles have continued to thrive. These have been backed up with strong sales across the creative play portfolio and other key ranges such as Cupets. Of course the big excitement comes in the summer with the launch of the major new initiatives and we have some really strong additions to the portfolio such as WWE Stackdown, Sofia the First and the new Moose girls’ collectable Shopkins!

Have you had any stand-out successes in your range to date that has surprised you?

Not surprised by but very pleased with how well Suteki art kits and Trash Pack Wheels have been received.

Do you have any predictions for a summer-hit in 2014?

The role play collection within the Teenage Mutant Ninja Turtles range has done really well since launch and as the weather gets better we expects the streets to be filled with loads of little Turtles practising their Ninja moves!

LAUREN HAYWARD Group Brand Manager, Posh Paws How have things been performing for you at retail so far this year?

We’re experiencing a slightly different trading pattern from some retailers with the usual challenges of reduced shelf space, but with new customer distribution on board it has been very positive. We are really excited to see more variety in buyers selections for autumn/winter 2014 which gives us confidence for the back end of the year. Our plush tends to buck the trend in store so we’re confident that we’re going to build on the success of last year. So far the figures look really promising.

Have you had any stand-out successes in your range to date that has surprised you?

We can’t really say it was a surprise but Frozen has been a stand out success for us in the first quarter of 2014.

With new product on the way we’re sure to see strong sales for the Frozen plush line throughout 2014.

Do you have any predictions for a summer-hit in 2014?

Our Palace Pets stock is due to hit the shelves this summer and we believe this is going to be a huge hit for us.

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BARRY HUGHES

MARY WOOD

General Manager, Golden Bear

Marketing Director, Vivid

How have things been performing for you at retail so far this year?

It’s going well. Our spring Henry Hugglemonster launch has got off to a good start and the CBeebies collections of Something Special, In the Night Garden and Woolly and Tig also remain strong. We are all looking forward to autumn however when we have some fabulous new additions to the line plan.

We’re nearly at the mid-point of the year, how have things been performing for you at retail so far?

2013 was a year not without its challenges but I’m pleased to say we have had a good start to 2014. Our new AniMagic Rescue Hospital range launched on Boxing Day and has proved very responsive to TV advertising and retailer promotions. It was frustrating to see a number of supermarkets moving away from supporting feature plush this spring, which I see as a mistake, given how well our AniMagic Make Me Better Pets are performing – it’s a simple but effective formula: cute product, appealing product features, appropriate price points for the season and a strong media campaign thanks to the exceptional planning and buying achieved by our new media agency, Generation Media who I am delighted to have on board. As far as Moshi is concerned, consumers are buying into the new product with great enthusiam. We have had an excellent Series 9 launch on 14 February supported by the first above the line countdown in association with Turner as well as a great promotion in “Hunt for Furnando”. Crayola is absolutely motoring and the team have put together, what I think, is the best ever consumer marketing and in store promotional plan – the Free Odeon cinema ticket promotion in association with Aardman “Animate It” which has just launched and will drive sales on 2 million packs of crayons, pens and pencils over a 4 month period.

Have you had any stand-out successes in your range to date that has surprised you?

Woolly and Tig caught us all by surprise. We always knew the loveable Woolly the Spider would be popular but demand surpassed all expectations. Something Special has also turned out to be “Something truly Special” for Golden Bear.

What do you think the biggest story in the toy industry is right now?

The Let Toys be Toys Campaign appears to still be of major interest to the industry. This area is a minefield. Thankfully we are predominantly in the pre-school sector where this is not such an issue.

Do you have any predictions for a summer-hit in 2014? Everyone’s going to get on board the Ninky Nonk this summer. Our new play set within the In the Night Garden collection is sensational!

MARTIN GROSSMAN MD, H.Grossman Ltd We’re nearly at the mid-point of the year, how have things been performing for you at retail so far?

Fairly well so far. The outdoor has performed very well as has our pocket money toys. Most of our customers seem quite positive about trade.

Have you had any stand-out successes in your range to date that has surprised you?

The Despicable Me range has performed amazingly well. Now all we need is the stock to cover the orders!

Do you have any predictions for a summer-hit in 2014?

I am getting too old to predict winners anymore. However , it has not stopped me before. We simply cannot keep up with our Aliens in the Eggs, the spiky helmets and of course our Loom Twister bands.

If you were a kid today, what would you be nagging your mum for?

I would be nagging my mum for a pogo stick. Probably one of the most underestimated items in the toy trade.

MAY 2014

Have you had any stand-out successes in your range to date that has surprised you?

While we have always had high hopes for our new Peter Rabbit range given the heritage for the brand in the UK, the early sell through has been better than we had expected and we are already chasing additional stock to meet the demand we are experiencing. Now the programme is back onto daily airing, we anticipate that this success will continue throughout the year so, as you can imagine, we are very pleased about that! I also have to mention One Direction – the dolls sold phenomenally well in 2013 and their appeal has not abated.

Do you have any predictions for a summer-hit in 2014?

From the Vivid range, in spite of the early hideous weather, we have seen excellent sell through already from the outdoor toy Phlat Ball. Our first burst of TV advertising has just hit the airwaves and based on the good start and historic performance, this product could well be even more of a winner than we expected.

Watch out also for boy band Union J, the boys themselves are out doing signings, making records, appearing at festivals and tweeting - girls are going to be clamouring for their idols likenesses in the form of our dolls!

And finally (our must-ask question!) – if you were a kid today, what would you be nagging your mum for?

If I was a kid today, I would ask for what I did ask for way back when…a real pony!

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FEATURE

CARS, TRUCKS & PLANES

Planes, Trains and Automobiles TnP’s Rhys Thomas takes a look at the stalwart toy vehicles category, and why this traditionally boys centred category has a growing female fan base

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oy cars, trains and planes are the perfect playthings for any child who has ever wished they were a racing driver, pilot or train conductor. They give them the opportunity to act out a nail-biting race, a death-defying swoop from the sky, or just make sure the trains are running on time – for once.

As a toy shop staple, this classic category continues to sell well, as Barry Hughes, General Manager at Golden Bear explains: “Our vehicle ranges have performed well over the last year. Go MINI has now become firmly established as a pre-school vehicles range in its own right, and with the introduction of track sets this year it will go from strength to strength.”

Similarly, Mattel, the company behind the iconic Hot Wheels and Matchbox toy car brands, enjoyed a strong 2013. “Mattel outperformed the category as the number one vehicles manufacturer, seeing growth with three out of the top ten vehicle brands,” says Wendy Hill, Director of Customer Marketing and Brand Communications. “In 2014, Hot Wheels, Disney Planes and Cars are all performing strongly with all three brands currently sitting in the top three Vehicles Super and Mini Vehicles categories.”

Barry says that recognition and imitation plays a big part in their popularity with kids. “I guess it’s accessible, as vehicles are a part of their everyday lives, while also being aspirational as they aren’t actually able to drive themselves yet!”

Wendy believes that kids love playing with toy vehicles because

they offer “a classic play pattern, providing them with a platform to create endless adventures whilst using their imagination.” She adds that parents and gift givers are happy to invest in toy vehicles because they offer “great play value, quality and value for money.”

Combining these classic play patterns with collectibility, toy vehicles represent steady sales and stock variety for retailers.

A huge variety of colours, designs and licenses at different price points – from pocket money singles to top end play sets and accessories – means kids can build their collection over a number of years.

Wendy says that Mattel’s toy vehicle range “offers fantastic collectibility as our assortments feature a variety of models to choose from, incentivising kids to start their own collection. Our Hot Wheels Catch the Gold Car promotion complements this, encouraging kids to purchase ten die-cast cars to claim their free limited edition gold car.”

Licensed product in this category adds to the appeal, and these recognisable brands gives parents and gift givers buying confidence.

“The licenses that we use are familiar to parents, which ensures a trust in the brand and also the level of quality of the product range they are buying into,” explains Barry.

Licensed product has also paved the way for a greater number of sales for girls in the category.

Traditionally seen as a boys’ category, Wendy says that vehicles generally appeal to a boy’s play pattern, so the category “naturally leans towards boys.”

NPD Top 5 best selling toys in Vehicles for Q1 2014 Hot Wheels Basic Car Asst - Mattel Cars 2 Character Asst - Mattel Planes Die Cast Characters Asst - Mattel Hot Wheels 5 Car Giftpack - Mattel Disney Planes Pull and Fly Buddies Asst - Mattel

But with an increase in the popularity of licensed vehicles, girls are more excited than ever to get behind the driving wheel. “With more and more entertainment brands such as Disney Cars and Planes introducing character based toys, die-cast vehicles are starting to appeal more to girls and are becoming more gender neutral,” she adds.

Golden Bear has seen a good uptake by girls of its latest range of licensed Volkswagen toy vehicles, which let kids personalise their rides. “We are certainly seeing E R A an increase in girls buying into E W LY N I vehicle brands,” says Barry.

A T CER N “Our new V-Dubs range of A G SEEIN SE IN Volkswagen vehicles is fully A customiseable, which, given INCRE BUYING S L the nature of the brand and R I G HICLE E the play pattern, will certainly V O INT mean they appeal to both S BRAND genders.” , M ,G

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ughes Barry H ar Be Golden

Golden Bear

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For shell!

FLAIR 0208 643 0320 www.flairplc.co.uk

Racing green BIGJIGS TOYS 01303 250400 www.bigjigstoys.com Green Toys is the world’s most environmentally-conscious toy line, using 100% recycled plastic to make their toys. The Green Toys range includes trucks, cars, planes, rockets, helicopters and boats. The best selling Green Toys Dump Truck is ready to get working while other vehicles include a Fire Truck, School Bus, Recycling Truck and Orange Tractor. The Green Toys Seacopter is specially designed with stabilising, oversized fill-and-spill pontoons to keep it steadily afloat, perfect for water play.

Flair’s prestigious boys’ portfolio includes the Trash Wheels from The Trash Pack and the ultimate Turtle Mover: the Shellraiser! The Trash Wheels Series features a collection of Trashie wheeled characters and gangs and themed play sets. The Teenage Mutant Ninja Turtles can drive into their next battle with the Shellraiser; a customised subway carriage that features missiles and ramps! For fast paced action, there’s the Ninja Control Shellraiser, which steers in every direction and fires missiles.

Off to the races CHICCO 01623 750870 www.chicco.co.uk Chicco’s range of toy cars has been strengthened by the introduction of the new Turbo Touch Crash range. The Turbo Touch Crash is a brand new vehicle, which offers all the characteristics of the original Turbo Touch line but with an added surprising feature! Press the rear of the vehicle to rev the car and it will speed away.

As soon as it hits an obstacle, the doors and bonnet fling open, with amusing crash sound effects. The child can then reassemble the smashed parts to start a new game.

Excitement. Speed. Style. ...over and over again!

Perfect for boys and girls!

V V-Dubs

V

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V

V V-Dubs

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Extensive marketing and PR support Heavyweight TV campaign

Tel: 01952 608308 customerservices@goldenbeartoys.co.uk Volkswagen 2013

MAY 2014

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FEATURE

CARS, TRUCKS & PLANES

Drive on!

GOLDEN BEAR TOYS 01952 608308 www.goldenbeartoys.com Golden Bear brings pre-school to the vehicle aisle with fast and furious fun from Go MINI, a new prestige brand with V-Dubs and a makeover for My First JCB. With many new additions for 2014, Go MINI is set for high speed action. The brand new Twin Turbo Raceway offers the ultimate Go MINI racing experience.

The RC WOLF Rally Car is a top of the range Go MINI based on the iconic MINI Countryman. Featuring lights and sounds that are activated by the steering wheel remote handset, the RC Wolf can perform all sorts of skids and spins. Golden Bear is also proud to be working with Volkswagen on a new range of iconic Beetles and Campervans while My First JCB will also see a major refresh for A/W 14, with a new colourful and kid tough product range.

Boy racers MATTEL 01628 500303 www.mattel.com Mattel has an enviable line-up of the hottest die-cast and cool RC vehicles for 2014. An innovative toy range for spring/ summer features the TV advertised Track Builder System 4-Lane Tower Starter Set and Stunt, Deluxe and Speed Accessory Assortments, as well as the TV advertised Double Jump Duel. All of the tracks work together or connect to other sets. Autumn/winter sees the launch of the boosted Super Loop Chase Race, Track Builder System Double Boost Bi-way and a wide range of Basic Die-cast Cars will bring the track sets to life. Matchbox is on a mission to create countless adventures with die-cast vehicles, planes and helicopters available in five worlds: Adventure City, Construction, Explorers and Heroic Rescue vehicles, plus the impressive SkyBusters planes and helicopters.

Delivering the goods CHARACTER OPTIONS 0161 633 9800 www.character-online.com

Full steam ahead!

VTECH 01235 555545 www.vtechuk.com The interactive Toot-Toot Drivers Train Station play set comes with an electronic motorised train and two electronic carriages. The thirty interchangeable track pieces and multiple track configurations included with the Toot-Toot Deluxe Track Set allow children to build an exciting route for their Toot-Toot Drivers vehicles. Chug into learning with the Toot-Toot Drivers Cargo Train. This fun and interactive little train is perfectly sized for little hands.

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Character Options gives you Postman Pat and Fireman Sam! Pre-schoolers can get in the driving seat with Postman Pat’s collection of vehicles, including his Special Delivery Service Van. Fireman Sam can also come to the rescue with the exciting Drive & Steer Jupiter.

Let’s hit the road GREAT GIZMOS 01293 543221 www.greatgizmos.co.uk Offerings from Great Gizmos’ portfolio range from wheeled vehicles from the eco-friendly wooden PlanToys range to more robust ride-ons for traditional play.

PlanToys has many road and rail sets that enable tots to build huge creations; as all sets interconnect together, children can build a whole world of PlanToys wood. The Railway Set features lots of railway track as well as a three carriage train, signs and signals. The Roadway Set includes traffic lights, miniature houses, a car, a truck, plus a flyover and real working bridge. The entire 42-piece roadway can be flipped over to reveal a railway track on the underside.

Ride-ons and pedal cars make for great traditional outdoor play and Great Gizmos’ latest models for 2014 enable little ones from the age of 1 years old to become mobile.

Ride-on models such as the Ride-On Aeroplane, Moon Rocket and Retro Racers in green and red allow tiny tots to zoom around.

toysnplaythings.co.uk

Constructing their own

fun!

NEW f o r4 !

201 These great little push-along construction vehicles are going to be loved by budding builders and earthmovers! With interchangeable parts, the different vehicles are great on their own or for building into a bigger range of construction site diggers, cranes, cement mixers, trucks‌.and more. Made from sustainable plantation wood, they’re also just right for little hands to get their hands dirty with some realistic construction role play fun!

Inventors of Fun & Play!

Please contact: Roger Howard Roger@casdon.co.uk Casdon plc. Cornford Road, Blackpool, Lancs FY4 4QW Tel: +44 (0)1253 766411 Fax: +44 (0)1253 691486 Email: toys@casdon.co.uk www.casdon.com

Come and see us at the show!

TNP

AMBASSADORS

Living, learning and playing This month our TnP Ambassadors get hugs from Henry and try really Hot Wheels!

Playing cops and robbers!

Tabbiye Spence and Alan Day, step-mum and dad to four-year-old Kieron test out some toys for us this month!

Upon opening the V-Tech Baby Toot Toot Drivers Parking Tower and Police Station boxes my stepson Kieron had a massive smile on his face as he asked: “For me? – then he promptly ran off with the police car making the classic “nee nor, nee nor” sounds as he went. When he came back, dad Alan began to put the Parking Tower together which we thought would be slightly difficult with a four-yearold assistant, but it was actually exceedingly simple to construct – so simple you don’t need the instructions supplied, just follow the pictures on the box.

54

the moment is Golden Bear’s Henry Hugglemonster – Henry’s Roarsome Scooter. Eating breakfast watched over by Henry on his scooter shows how much of a hit this little toy was as Kieron was so desperate to play he first said he wasn’t hungry.

But the threat of Henry going back in the box was enough to get him sitting at the table and eating his scrambled eggs on toast nicely so playtime would start quicker. For a four-year-old car-mad boy, what’s not to love about a cute monster on wheels? Henry and his scooter are just the thing for driving around everywhere, a monster to chat to, easy to carry around, and easy to play with anywhere, this sturdy toy is pretty much perfect.

Once constructed we all had great fun zooming both the van and police car around the track, up and down the ramps, through the car wash and it was great to realise that, although the vehicles are from two different sets, they do work on the smart points of both. Then we set about putting together the Police Station – by far Kieron’s favourite – which was just as easy, and it’s wonderful that you can fix the sets together with all the track having interlocking jigsaw puzzle joints.

Since then, immense fun has been had by all, with Kieron chasing us and the naughty van with the police car. When we are allowed to be the police, Kieron whizzes the van around the track and off across the room. We had a wonderful first play session, lasting right through until bedtime and since then the set hasn’t been allowed to be put away, it sits in Kieron’s room in between his visits so the fun can start as soon as he arrives. Then it’s dragged into the living room and of we go – nee nor, nee nor! Another favourite at

WHAT THE KIDS SAY! FAVOURITE TOY: Anything with wheels!

MOST WANTED: A paddling pool FAVOURITE FILM/PROGRAMME: DreamWorks Animation’s Madagascar

toysnplaythings.co.uk

Never too old for cars!

Scott Birch is dad to Gabe (7) and works in events publishing I checked and checked again, but nowhere on the packaging of these Hot Wheels sets came the advice that a step-ladder was required. At least, that’s what happened in our house!

Gabe is now seven years old and as soon as his new Mattel Hot Wheels sets arrived, he was excited about ripping them open and rekindling his love of cars. The sets were great fun, and all the better for being interconnecting bits of kit that help fuel kids’ imaginations and creativity.

Although this Double Jump Duel looked like the kind of thing dads dread on December 25, and can still imagine themselves reading instructions come Boxing Day, it was really simple to put together. Gabe had it all snapped into position within five minutes, with clear, easy-tofollow instructions and minimal effort required.

MAY 2014

Two cars then go head-to-head to see who can make it across the jump first, setting off a trapdoor mechanism that sees the loser fall down into a pit. To avoid any arguments about when to release the two cars, a part of the track spins down into place – release your car too soon and run out of track, too late and the other car may beat you.

Gabe really loved the competitive element of this set, and wanted to keep on playing to perfect his start timing and also try different cars.

What I noticed was that the toys are quite sturdy and resilient, and the pieces of track fit together really well.

Next out of the box was the Hot Wheels HW Track Builder 4-Lane Starter Set – part of the new HW Track Builder system that allows you to create their own ultimate tracks by buying from the modular collection.

The 4-Lane Tower Starter Set should form the centrepiece of most tracks as it allows for the lanes to be connected to the tower, plus a crossroads at its base.

We soon had this set up (after relocating to the dining room, to take up more space) and also had the Double Duel Jump connected up.

The coolest thing about this tower

WHAT THE KIDS SAY! FAVOURITE TOY: Match Attax football cards + Star Wars Lego MOST WANTED: Star Wars Lego Millennium Falcon FAVOURITE FILM: Harry Potter and the Chamber of Secrets

is a plunger on the top which allows you to set five cars off at once, shooting in all directions.

We went the whole nine yards and tucked into the third Hot Wheels must-have – the Quick Kick Loop from the same HW Track Builder collection.

This set adds an extra dimension to the old loop-the-loop by adding an elastic band-powered mechanism that gives the car a kick as it enters the loop – thereby powering it through and around.

It takes a minute or two to piece together and has to be used in conjunction with other HW track and cars.

The mechanism itself is easy to reset and this loop should be a popular addition to any track, especially when users work out how best to incorporate it into their own track design.

At first I thought Gabe was enjoying playing with the Hot Wheels sets purely out of nostalgia, but the next morning I came downstairs to find him ensconced in the dining room running the cars all over and around the furniture. It kept him entertained all morning!

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Brought to you by

licensing T O D A Y

LICENSING

W O R L D W I D E

NEWS

Who will win? The Plants or Zombies?

SNAP UP Q POOTLE 5!

Based on the best-selling books by hugely popular children’s author and illustrator Nick Butterworth, Q Pootle 5 follows the adventures of a friendly little alien and his friends, Oopsy, Eddi, Stella, Ray, Groobie, Bud-D and Planet Dave, as they tackle the everyday problems of the final frontier. Since launching in July 2013 on CBeebies in the UK, Q Pootle 5 and his friends have celebrated an impressive viewer and licensee response. The show has quickly become one of CBeebies’ highest rated programmes reaching over 6 million viewers. The series performs strongly across all key demographics beating its morning and afternoon slot average in all key demographic segmentations. Gains were made in particular for boys and girls aged 4-6. With its distinctive overall look and brilliant range of characters and vehicles Q Pootle 5 is a great licensing prospect and Rocket Licensing who manage the UK licensing campaign for the series, has already signed a number of licensees for the brand. They include Walker Books for global TV tie-in publishing; Immediate Media for slots in CBeebies Weekly and Toybox magazines; Egmont for standalone magazines; Jumbo for games and puzzles; VMC for accessories; Cooneen and Misurli for nightwear, underwear and socks; and Rainbow Productions for character costumes. Other categories will be announced shortly, with the brand attracting strong interest across toys and games, DVDs, apps, apparel, accessories, lunchware, bags, creative play and, of course, science kits.

Distributor ZDF Enterprises has sold the programme to ABC in Australia, KiKA in Germany, VGTRK in Russia, YLE 2 in Finland, TG4 in Ireland, HOP!TV in Israel and MTVA in Hungary. Other territories are being negotiated and are expected to be announced shortly.

Q Pootle 5 (52 x 11’) is produced by Snapper Productions and animated by BAFTA-awardwinning studio Blue Zoo. The series was nominated for ‘best pre-school series’ at the British Animation Awards 2014.

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K’NEX are reporting some positive news from across the pond. Their Plants vs. Zombies range, which will launch in the UK in June and will include Mystery Figure Bags and a range of Building Sets delivering across a number of key price points, is dramatically exceeding expectations. The line, which was developed to showcase characters and action from the globally successful online game and mobile app, has performed strongly at retail with both the collectible Mystery Figure Bags and Building Sets delivering outstanding results in just the first two weeks of availability. “We set out to create a K’NEX Plants vs. Zombies Building Set line that would bring these exciting characters to life in a new way and, to date, the results have been incredible. The initial feedback from consumers has been overwhelmingly positive and has confirmed our confidence in the strength of this exciting property,” said Michael Araten, President and CEO of K’NEX Brands.

Football fever around the world!

With football fever gripping the nation, Panini are primed for a hectic few months! They have been granted the exclusive rights by FIFA to produce and sell the official sticker album, collectable trading cards and trading card game for the tournament. The hype has been building for what is sure to be one of the biggest World Cups ever and collectors can get into the spirit of the tournament with Panini’s Official Licensed FIFA World Cup Sticker Collection! The collection features all 32 teams presented with eye-popping graphics and amazing images of the world’s highest profile soccer superstars.

All this and lots more. Panini also have a multi-channel marketing

campaign which includes TV advertising, covermount activity, press and web advertising, an integrated digital campaign, nationwide sampling as well as national and regional newspaper activity.

Sampling collectors through national press and at retail will amass into millions of sticker albums being placed into the hands of potential collectors.

THAT’S WICKED COOL FOR GARFIELD! Wicked Cool Toys have been appointed Master Toy Licensee for Garfield after signing a deal brokered by Bulldog Licensing Inc., Garfield’s US licensing representatives on behalf of Paws, Inc. Wicked Cool now have worldwide rights to develop and market a comprehensive line of figures, plush, vehicles, play sets, role play and seasonal products based

on the corpulent cat known as Garfield.

Wicked Cool Co-President Michael Rinzler said: “We have some hilarious ideas for new Garfield product and are setting out to make a line that we believe the fans will love.”

LICENSING OPINION KELVYN GARDNER

What a sweet ride!

Our main man when it comes to all things licensing, LIMA MD Kelvyn Gardner, examines the never-ending popularity of cool cars Lady Penelope of Thunderbirds with her famed car

“When it comes to play patterns, and to licensed toys, vehicles have always been a top attraction”

W

hen it comes to movies, I’m not really a comedy fan, though I have a grudging respect for Trains, Planes and Automobiles, the get-home-in-time-for-the-holidays caper starring Steve Martin and the late John Candy. Apart from the glaring absence of any maritime means of transport from the film’s title (or, indeed, the action therein) vehicles of all kinds are duly included. When it comes to play patterns, and to licensed toys, vehicles have always been a top attraction. What is it about ‘rides’ (sorry if that makes me sound like some hip dude from the South Bronx) that have attracted humans forever? Of course, a means of transport over and above our ability to perambulate on our own two feet is a huge leap forward for civilisation. A horse, or a horse and cart, or a motorcar, or a train, provides practical freedom and access to locations far distant. But, let’s face it, not many of us, adult or child, look at transport from a purely dispassionate, logical perspective.

As an example, the licensing of ‘kiddy rides’ to be found outside many a supermarket or shopping centre, is a significant business. It’s well known, too, that the popularity of any one such ride can outlive by some way the more general appeal of a character on TV, so they are a long-term winner for brand owners.

In such ‘rides’ the child goes nowhere, in fact, but just ‘goes along for the ride’.

Major theme parks abound with ‘rides’ that either start and finish in the same spot (like rollercoasters) or never go anywhere at all (like Soaring at Disney World or the never-to-be-forgotten Back to the Future - the Ride, at Universal Studios) but take us on a virtual reality, Imax adventure in the space of four square metres. When it comes to licensing, it’s probably

kids’ content look to the vehicular aspect of their shows as a second only to the characters, human or otherwise. Indeed, in some cases like Thomas and Friends or Roary the Racing Car, most of the characters are vehicles, people being in a minority. Even Peppa Pig’s brother, George, has his rocket ship.

Yes, kids love vehicles as much as grownups, providing endless opportunities for the toy trade and the licensing industry to do good business. All-time hits like Star Wars are chock full of vehicles, small, large and humongous, from speeder bikes (as seen in the Forest of Endor scenes in Return of the Jedi) to the Death Star itself. Batman has had a whole succession of Batmobiles, Bat planes and even Bat boats.

Not to forget the girls, Disney Princesses have their sundry coaches and Barbie used to have a pink Cadillac, although even this ostentation was probably outdone by Lady Penelope Creighton-Ward with her pink Rolls Royce. Indeed, the show that introduced Lady Penelope, Thunderbirds, has a claim to being the greatest vehicular-based licensing and toy success of the twentieth century. Gerry Anderson, the inventor of ‘Supermarionation’, warmed up with a succession of vehicle-themed shows before he got to Tracy Island. Fireball XL5 was an exciting spaceship piloted by Steve Zodiac, Supercar the eponymous uber-car that helped (weekly) to save the world from Master Spy. By the time that Thunderbirds took to the airwaves, we had six front-line kids TV-show ‘stars’ in the form of the vehicles that travelled by air, space, or sea, were fast and sleek, or chunky and capacious. Thunderbirds has been a licensing success from its debut through at least two revivals. What’s more, the all-new CGI Thunderbirds will arrive on UK TV screens in summer 2015. As all good toy stores will tell you, ‘Thunderbirds are Go!’

LIMA the trade association for the licensing business www.licensing.org/uk email rbeaird@licensing.org

toysnplaythings.co.uk

TNP T

LOOKS S BAC BACK

Step back in time TnP MD Malcolm Naish looks back at some of the events and news stories that made our pages in May 1984, 1994, 2004 and 2009

May 2009 • Simba-Dickie decide to dispense with the U.K. sales team for Smoby, handing U.K. sales to their German-based export director.

• Meanwhile, at Hamleys head buyer Ian Gibbs along with two of his staff leave, effectively cutting their buying team by 50%.

• As the effects of the 2008 banking fiasco are really being felt in the toy trade, jobs are being shed everywhere. We note that a story on our website of a new toy trade venture being set up, there are over 100 emails within a day or two enquiring after possible job opportunities.

• To add to the gloomy outlook, credit insurance is difficult to come by for certain retail accounts and banks are being very stingy when it comes to lending money to toy suppliers Roger Dyson and Ian Kenyon who need the cash to fund their manufacturing needs in the Far East, placing even more pictured in 2009 pressure on all concerned.

• Ace agent and Master of Ceremonies Mr Ian Kenyon receives a Golden Teddy – well deserved. Note a rather fetching Roger Dyson on the left with luxuriant black locks!

• Flair celebrate their 10th year. In this time they have managed five Toy Retailer awards, plus four top supplier awards, having been acquired by Italian company Giochi Preziosi. Peter Brown is still very much at the helm guiding the company’s affairs.

May 09 Volume 28 Number 8

May 2004 • I note that following the Toymaster show, that large trampolines are selling like hotcakes. One retailer told me that they had sold a complete container of 40 in one afternoon. As is normal in the toy trade demand outstrips supply.

• Another product selling well is the Yo-Yo, a product that seems to be cyclical, proving that what goes around, or should I say up and down, comes around and has been since the ‘30s when Louis Marx discovered native Mexicans playing with them in the jungles of Mexico.

• We include a special ‘Barbie’ supplement. The young lady is still going strong and according to Mattel generates $3.6 billion worldwide.

• The BTHA celebrates its 60th year.

• ITV buy Disney’s stake in GMTV and Clive Jones becomes chairman of the BTHA, surely at 45 one the Association’s youngest chairmen?

• NPD research shows that ‘Own Label’ business in toys is growing five times faster than the traditional toy trade market, having doubled since 1998.

May 1994 • Vivid launch their collection of ‘TakeThat’ fashion dolls.

• Despite the E.E.C. still operating their China quotas ruling, President Bill Clinton is doing no such thing, continuing to grant China the ‘Most Favoured’ nation status.

• 50 years are celebrated by the BTHA with a splendid dinner at the historic Armourers Hall in the City of London. Great to see a most sprightly Dennis Britian and Arthur Katz attending – both of them in their nineties and eighties respectively. Peter Brown is the new chairman of the BTHA, taking over from Tim Willis. The first meeting of the BTHA was held on 20 July 1944, at which meeting the Chairman Mr Walter Lines said: “The production of good toys does not just happen. It needs foresight, brilliant design, expensive tools, adaptability to public taste and demand and a well planned sales organization.” Words as true then as they are today.

May 1984 • Mr David Rurka is appointed M.D. of the newly formed U.K. arm of Toys R Us following 10 years with Dixons in a variety of senior management roles.

• Fisher-Price’s ‘National Doll Week’ sees them offering to send out free dolls tea-party kits to playgroups, the response is staggering with over 1,000 play groups applying from across the U.K. • Britt Allcroft begins her amazing journey of representing Thomas the Tank Engine & Friends in all things licensing throughout the world. What an amazing journey she would have!

• The Home Office committee on Sunday opening are shortly due to make their report public. Is the 1950 Shops Act that regulates the hours shops can open and currently make it unlawful for shops to trade on a Sunday about to be changed?

• Rumour has it that big changes are afoot. We know that Maggie is definitely in favour of making the changes law.

• Sales of home computers continue to grow with sales growing by a staggering 75% in the first three months of 1984. Now 10% of homes in Britain have a home computer. IF THEY COULD ONLY HAVE HAD A SILVER BALL! • Bluebird Toys open their new factory in Swindon with Sir Torquil Norman doing the honours by pouring a glass of champagne from his ‘Big yellow Teapot’ playhouse.

MAY 2014

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Helping everyone sell more

Exhibitors Guide 2014 BROUGHT TO YOU BY

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* Dec 19, 2013 - Mar 22, 2014

LEGO and the LEGO logo are trademarks of the LEGO Group. Š2014 The LEGO Group.

PREVIEW TOYMASTER

The toy masters are coming…

When: 20 - 22 May Where: The Majestic Hotel, Harrogate

As Toymaster Ltd celebrates 25 years, the toy industry is once again making their annual trip to Harrogate for the May show. TnP talks to suppliers about why they love the show so much and what retailers can expect to find once they reach The Majestic Hotel this May

I

t is May and May means just one thing in the toy industry…

Toymaster!

Companies are gearing themselves up for the show which takes place in the stunning surrounds of the Majestic Hotel, Harrogate. Notably, 2014 is also the 25th anniversary of Toymaster Ltd, so that is extra cause for celebration.

Harrogate has been described by Toymaster’s Marketing and Operations Director Ian Edmunds as “the ancestral home of Toy Fairs in the UK” and with Toymaster having exhibited in Harrogate for 20 years, the toy industry know each bump in the road up North like the back of their hands.

As the biggest independent toy fair in the UK, Toymaster is designed to work for suppliers and retailers alike and after speaking to a myriad of both, we can certainly say Toymaster does exactly what is says on the tin.

“The Toymaster show is a great opportunity for us to meet with the independent trade at a key time of the year and showcase a range of products specifically tailored for their needs,” explains John Adams MD Simon Pilkington.

MAY 2014

Revealing why they attend the show, Depesche’s UK Sales Manager Dave Kelly told TnP: “Independent retailers are very important to our business and the Toymaster show is a fantastic opportunity to meet them, both on a business footing and also socially.

It’s very well attended and I believe it really does help to build and maintain relationships with the independent toy retail sector.”

This sentiment is echoed by Jeremy Wilks, Director at First Celtic Toys and Learning Ltd who described the show as “a valuable experience”.

“It provides First Celtic Toys and Learning with the opportunity to meet up with a large proportion of

Tel: 01604 674 477 Web: www.toymaster. co.uk

buyers and decision makers all under one roof.

It is always an exciting time to reveal and showcase our new mid-year product launches.”

And the other draw of the Toymaster show has to be the location, and naturally, the social aspect of things!

Commenting on the venue, John Adam’s Simon Pilkington told us: Independent “We find that the retailers are location works well important to us and – some of our more the Toymaster Show Northern based provides us with a customers are not able to travel down to great opportunity to London for the Toy strengthen existing Fair in January, so the relationships as well Toymaster show is a as forge new ones second chance for us Simon Pilkington, John to show them the Adams Ltd product range.” And it is this accessibility that makes Harrogate and The Majestic such a draw – along with meeting top quality retailers, of course.

“Harrogate and the show venue are great,” adds Depesche’s Dave Kelly. “It’s very much Toymaster’s own event and this keeps the size, scale and atmosphere absolutely

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PREVIEW TOYMASTER

right for the audience. People actually want to be there, I don’t believe they feel forced or pressured to attend, and this is important.”

And Dave also praises the legendary social aspect of the show, which this year entails a party on Tuesday 20 May where you are being asked to dress as your favourite toy! “There’s a good social scene in Harrogate too, so if you can’t get to see someone on the stand there’s a good chance you’ll see them around town at some point.”

With the show falling practically smack bang at the mid-point of the year, it offers retailers and suppliers a perfect opportunity to catch-up on what is working and what is not, along with viewing new product launches – which is something everyone finds beneficial.

“Yes – absolutely is it beneficial,” Simon tells us. “Independent retailers are important to us and the Toymaster show provides us with a great opportunity to strengthen existing relationships as well as forge new ones. We constantly monitor and review our Independent marketing plans retailers are very throughout the year so important to our their feedback can aid any adjustments that we business and the may want to make for Toymaster show is the second half of the a fantastic year.”

The opportunity to opportunity to regroup with retailers is meet them, both something Depesche on a business also appreciate. “It is footing and also very important,” reveals Dave who explained it socially gives them an insight Dave Kelly, Depesche into what products are working well in the independent sector.

“It gives us a lot of

“

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KETING R A M L AL E IS IGENC O US L L E T IN IN TANT T IMPOR T THIS POINT S AND A AR IT ALLOW IN THE YEE TO REACT E US TIM ESS FOR TH N READI EASON.” MAIN S , First Celtic

“

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encouragement, and if anything isn’t going as well then we can try to do something about it. We are still a growing business, so feedback is vital.”

For First Celtic’s Jeremy Wilks meeting retailers at Toymaster is all important. “All marketing intelligence is important to us and at this point in the year it allows us time to react in readiness for the main season.”

But of course, there is even more to the Toymaster show – arguably, the most important element perhaps. And that is seeing the products, who is touting something new? Whose range has that something special? And who has left the ball drop? It’ll all be there but should retailers be taking note of anything in particular from the suppliers we have spoken to?

For First Celtic, the team will be showcasing some new product launches at Toymaster with Jeremy revealing. “We have an exciting selection of new product launches which includes our organic farm set from TOLO. In addition we will be previewing a new line exclusively to Toymaster members before anyone else in the trade has a chance to see it. We are looking forward to what promises to be a successful show.”

And Depesche are also excited about their new lines. “Depesche has a fantastic product development team, so yes retailers should take note,” says Dave. “In

fact, there will be an exclusive preview of our new Ylvi (pronounced Il-vee) and the Minimoomis range. Ylvi is a magical fairy and the Minimoomis are her companions. The collection is aimed at 6-10 year olds and colour is very important - with our POS differing considerably from that of TOPModel and My Style Princess but still using girls’ favourite colours.”

And John Adams will also have plenty to entice and excite retailers with MD Simon Pilkington revealing to TnP: “We’re showcasing quite a broad selection this year. We’ll have several new TV advertised craft kits such as the Studio 3D Card Maker on show, as well as a brand new craft range which we’re very excited about!

"We also have the latest addition to the Fuzzy Felt collection – Disney’s Doc McStuffins character set, plus the very cute Tatty Teddy Make A Bear kit.

"In the Games category we have Pig Out - a kid’s action game from the same stable as Doggie Doo and Silly Moo, and new sets from the popular Domino Express range.

Popular science kits including Dr Toxic’s Slime Lab will be featured too.”

So there you have it, plenty to get excited about at Toymaster 2014! And remember, the show takes place for three days from 20 to 22 May in The Majestic hotel, Harrogate.

Remember! There a lots of fun social events taking place in the evening, so bring your dancing shoes

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PREVIEW TOYMASTER

Supplier Name

Location

JOHN ADAMS Carriage Suite ALPHA TOYS LTD Carriage Suite ARK DIY PRODUCTS LTD Carriage Suite ARTSANA UK LTD Carriage Suite ARTSTRAWS LTD Carriage Suite ASOBI Carriage Suite AURORA WORLD UK LTD Carriage Suite BANDAI UK LTD Carriage Suite BIGJIGS TOYS LTD Carriage Suite BKIDS North Lounge BLADEZ Carriage Suite BRAINSTORM South Lounge BROOKITE Carriage Suite CARTAMUNDI UK LTD Carriage Suite CASDON PLC Carriage Suite CHARACTER GROUP LTD Drawing room CHEATWELL GAMES LTD Carriage Suite COILEDSPRING GAMES LTD Carriage Suite JOHN CRANE LTD Carriage Suite CREATIVE TOYS COMPANY Ballroom CUCKOO LTD Drawing room DEPESCHE UK LTD Drawing room DKL MARKETING LTD Drawing room DRUMOND PARK LTD Carriage Suite EAST COAST NURSERY LTD Carriage Suite EPOCH MAKING TOYS LTD Drawing room ERNEST THE BEAR TOYS Drawing room ESDEVIUM GAMES LTD Drawing room FAIRYGLASS LTD Drawing room FAMOSA TOYS LTD Drawing room FIESTA CRAFTS LTD Drawing room FIRST CELTIC TOYS AND LEARNING LTD Drawing room FLAIR LEISURE PRODUCTS PLC South Lounge FLYING GADGETS LTD Carriage Suite FOUR TRADING BV (WOOKY) Ballroom GALT & CO LTD Ballroom GAMES WORKSHOP LIMITED Ballroom A B GEE OF RIPLEY LTD Carriage Suite GIBSON & SON LTD Ballroom GOLDEN BEAR PRODUCTS LTD Carriage Suite GREAT GIZMOS LIMITED Carriage Suite GREEN BOARD GAME CO.LTD Ballroom H GROSSMAN LTD Reception Room HALILIT Ballroom HALSALL TOYS EUROPE LTD Marquee HASBRO UK LTD Ballroom HOBBY COMPANY Marquee HOLLAND PUBLISHING PLC (I READ) Ballroom HORNBY HOBBIES LTD Carriage Suite IMC TOYS UK LTD Carriage Suite INTERPLAY UK LTD Ballroom IS IT ART LTD Ballroom JAKKS PACIFIC UK LTD Carriage Suite JOMOVAL LTD Ballroom JUMBO GAMES LTD Ballroom KAYES (WHOLESALE) LTD Ballroom

MAY 2014

Supplier Name

Location

KEEL TOYS LTD Ballroom KIDDIMOTO LTD Ballroom KITFIX SWALLOW GROUP Ballroom KNEX Carriage Suite KRIYA LTD Carriage Suite LAMOND GAMES Ballroom LE TOY VAN LTD Ballroom LEAPFROG UK LTD Carriage Suite LEARNING RESOURCES Ballroom LEGO (UK) LTD Billiard Room MALCOLM H EVANS LTD (KIDS@PLAY) Ballroom MARVINS MAGIC LTD Marquee MATTEL UK LTD French Restaurant MELISSA & DOUG North Lounge MGAE LITTLE TIKES North Lounge MOOKIE TOYS Marquee MV SPORTS & LEISURE LTD Billiard Room NELOSTUOTE OY T/A TACTIC GAMES Marquee ORCHARD TOYS LTD Marquee OXFORD DIECAST LTD Marquee PADGETT BROS (A TO Z) LTD Marquee PAPO UK LTD Marquee PETERKIN UK LTD Billiard Room PLAYBRICKSHOP LTD Marquee PLAYMOBIL (UK) LTD Marquee PLAYWRITE Marquee PLUM PRODUCTS LTD Marquee POSH PAWS Marquee PUPPET COMPANY LTD Marquee RAINBOW DESIGNS Marquee RAVENSBURGER Marquee REVELL GMBH Marquee SALES PARTNERSHIP DISTRIBUTORS LTD Marquee SCHLEICH UK LTD Marquee SCREAM WHOLESALE LTD Marquee SIMBA SMOBY TOYS UK LTD Marquee SPINMASTER Marquee SPIRIT OF AIR LTD Marquee THAMES AND KOSMOS UK LTD Marquee TKC SALES LTD Marquee TOBAR GROUP TRADING LTD Marquee TOMY EUROPE Marquee TRENDS UK LTD Marquee TY UK LTD Marquee UNIVERSITY GAMES Marquee VIVID IMAGINATIONS Marquee VTECH ELECTRONICS LTD Drawing Room WEST DESIGN Marquee WILTON BRADLEY Billiard Room WIND DESIGNS LTD Marquee WINNING MOVES UK LTD Marquee WIZARD Marquee WORLDS APART LTD Marquee WOW TOYS Marquee ZAPF CREATION AG North Lounge

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Toy talk

TnP loves to hear your views. This month we speak to key wholesalers and suppliers to learn what’s on their minds when it comes to all things Toymaster!

TnP talks to retailers about their hopes for the upcoming Toymaster show and their great memories of shows past!

JOHN TESTORI Bambola Toymaster, Jersey

ROBERT GLIDDON

John has been at Bambola for 36 years.

Gliddons Toymaster, Sidmouth

How long have you been a part of Toymaster and what’s the biggest benefit?

We’ve been with Toymaster for 25 years. The biggest benefit has been survival in all honesty! We would not be here without them and their support.

What are you hoping to get out of the Toymaster May Show this year?

It is the most important show of the year for us, it’s more relevant to us than the others and provides better opportunities for buying in terms of the A/W catalogues. Due to our location in Jersey, I am going to do the full three days so that I can make sure to take it all in and I’ll be there until they kick me out on the last day! I’ll have a hit list once I’ve got full details of who’ll be there. It is a very productive show for us, not only because we can see a lot but also it’s a good social opportunity to network with suppliers and fellow retailers.

What are your three best sellers right now?

The LEGO Movie range – LEGO look after us very well and we do well by them. Mattel’s Frozen line has been flying and Monster High has also been popular.

What’s your best memory from the Toymaster May Shows of the past?

You probably wouldn’t be able to print it! Some of the evening functions with entertainment have been most memorable. Brahms and Liszt’s performances were very amusing.

If you were a child today, what toy would you be nagging your mum for?

Probably some Star Wars LEGO.

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Robert has been at the shop for 25 years but it has been a familyrun business for 100 years. So the family know a thing or two about toys!

How long have you been a part of Toymaster and what’s the biggest benefit?

For 10 or 12 years now. The best part of using the name is simply the buying aspect – especially the access it gives to the larger suppliers.

What are your three best sellers right now?

Undoubtedly LEGO. Without a question of a doubt. The Depesche’s TopModel ranges for girls are doing very well indeed. And pre-school as a category is very successful for us.

What’s your best memory from the Toymaster May Shows of the past?

One always remembers the social aspect of it! You go to these fairs and shows with the purpose of doing business, but the social aspect is definitely something I will miss as I can’t make it this year.

JULIE LLOYD Playtime, Berwick-Upon-Tweed, Northumberland Julie has been at the shop for 20 years.

How long have you been a part of Toymaster and what’s the biggest benefit?

We’ve been a member of Toymaster since Youngsters ceased to be, so it must be almost ten years now.

Obviously the best thing is the access and information that you receive about the products coming out and also the administration that they offer.

What are you hoping to get out of the Toymaster May Show this year?

I shall be generally looking for something new. We are, by and large, a summer toy shop so the May show is a good time in the year for us to take in new lines and try them before the run-up to Christmas.

What are your three best sellers right now?

Definitely LEGO, Depesche’s TopModel and Playmobil.

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GILL COOPER G Toys ‘n’ Things, Cardiff Toy Gill Cooper has been at C shop for four years. the s

BEN HICKLING Retford Toymaster, Retford, Nottinghamshire How long have you been a part of Toymaster and what’s the biggest benefit?

From day one, that was two and a half years ago. The best benefit is the support they give you and the credit.

What are you hoping to get out of the Toymaster May Show this year?

They are always enjoyable.

I’ll be having a look what is on offer for Christmas and I’ll be going with an open mind.

What are your three best sellers right now?

LEGO is doing well, as is Depesche’s TopModel. Craft LEG doing better as a category and jigsaws have made is d a rreal comeback recently. Infant toys are always good.

What’s your best memory from the Toymaster May Shows of the past?

It’s great to meet the other Toymaster members there – we all share the same website and see the same things, so it’s a great social event.

If you were a child today, what toy would you be nagging your mum for?

My colleague would wish for a Mermaid Barbie but I really like the LEGO Friends range.

What are your three best sellers right now?

Obviously LEGO – the Minifigures ranges are good sellers. Anything Minecraft is popular, as is Bigjigs’ Rail sets.

PETER SHELDRAKE

What’s your best memory from the Toymaster May Shows of the past?

Probably the rep dressed as a Spice Girl! No, actually… that was my worst memory!

If you were a child today, what toy would you be nagging your mum for?

Probably LEGO again.

What’s your best memory from the Toymaster May Shows of the past?

I don’t really go for the social side of things but it is a great opportunity to meet with the suppliers. It is more personal than the other shows without doubt.

If you were a child today, what toy would you be nagging your mum for?

Definitely something from Depesche’s TopModel range.

MAY 2014

What are you hoping to out of the Toymaster get o May Show this year?

We buy b for Christmas, so we a are constantly looking to see se what’s new and what wha looks like it will do well. well As retailers, we have no idea id what kids are going to want down the line, the latest craze will just happen and it’s a case of being in right place at the right time. the ri

Toytown, Woodbridge Peter has been at the shop for 28 years.

How long have you been a part of Toymaster and what’s the biggest benefit?

For years – at least 25, it’s been so long I can’t remember! The best thing about being part of Toymaster is being able to buy at realistic prices, having a central invoice system and the back-up and help with the window displays.

What are you hoping to get out of the Toymaster May Show this year?

I’m looking forward to seeing the people we deal with and to see what is new. According to the Toymaster newsletter, there are new suppliers that have been added recently, so I’ll be looking for them.

What are your three best sellers right now?

The Rainbow Looms and Skylanders toys are very popular, and LEGO always sells rather well. We have sold more pocket money types of toys recently – March is always a quiet month. Lil Fishys have been popular too, they’re a new line. We do well with Airfix kits - good merchandise like this is consistent.

If you were a child today, what toy would you be nagging your mum for?

It probably would be LEGO and Playmobil.

Trade talk

TnP loves to hear your views. This month we speak to key wholesalers and suppliers about everything Toymaster related!

See you at the show!

We asked some well-known industry faces why working with Toymaster is so important to them and what they are looking forward to at the show MIKE CHAPMAN LAIR IS F Sales Director, East Coast S AT Nursery ALWAY STER! TOYMA OULD Why is working with Toymaster WHO WANT TO BE so important to you?

Toymaster continues to be an NOT W ROGATE IN important exhibition in the calendar, IN HAR PRING! (IN because it gives us ease of access to a large LATE S OWN number of independent toy retailers, both GOD’S Y, large and small with the security that they are all supported by the Toymaster COUNTALLY). operation.

NATURARDY S

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How is Toymaster different from other shows?

Toymaster is unlike any other show, it gives us a clear focus on those independents in the toy sector. It’s the perfect opportunity for us to present all of our fantastic range and a great opportunity to showcase new products.

What are the benefits to exhibiting at the show?

Because the members that visit are keen to do business and there is no barrier to writing orders from a new customer.

What is selling well for you at the moment?

Mobiles have been very good over recent months but with the R CTE summer looming Gymini’s and CHARAT playmats are now gathering SA ALWAY ER! IT’S pace.

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IS ST TOYMA ORTANT AN IMP F THE PART OCALENDAR SALES AND IS S FOR U ACE TO THE PL REACH EDS OF HUNDR NDENT E INDEP S ALL E STOR ONE UNDER ROOF.

Aside from your own, what toy range are you a fan of at the moment?

I’m always fascinated by the range from Hornby.

E YH SERVIC LINDSA ETING MARK TOR, FLAIR DIREC

PHIL CASSIDY, Joint MD, Casdon Why is working with Toymaster so important to you?

Toymaster continue to be one of our top customers, they often take far more of our range and give us excellent distribution across the UK. How is Toymaster different from other shows?

You actually write orders! The whole atmosphere is more relaxed and friendly.

What are the benefits to exhibiting at the show?

Gaining feedback from experienced independents.

What is selling well for you at the moment?

Our evergreen Dyson, Henry & Hetty Vacuums continue to sell well, however our new Cash Register also sold very well towards the back end of last year.

Aside from om your own, what toy range are you a fan of at the moment? ment?

I love the e Hexbugs range, it’s so clever ever and inventive and my kids love it!

HUNT AGER, MARK ETING MAN IONS K T MAR ACTER OP CHAR

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GEMMA PORTER LDEN YES GO E AT N WILL B BEAR STER. IT’S A TOYMATANT SHOW IMPOR TO MEET A N S FOR U PROPORTIO D GOO R OF OU NDENT E INDEP ERS. IT’S T RETAIL SHOW THA A ALSO MOST IT I THINKE ENJOY AS PEOPL GREAT HAS A PHERE. ATMOS S DEN

Marketing Manager, Interplay

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Why is working with Toymaster so important to you?

Toymaster is an incredibly important part of the Interplay sales and marketing calendar. At this show we see individual store owners who collectively represent great sales potential for our company. What’s more, we believe in the importance of the individual toy shop and see our products sitting perfectly within their own portfolios.

How is Toymaster different from other shows?

The Toymaster show gives independent members the chance to receive individual attention. The show brings a relaxed family feel with activities that everyone gets involved in!

HUGHENAGER, GOL BARRY L MA A GENER R A E B

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The Toymaster show always provides a great opportunity to see a whole host of Toymaster members and importantly dedicate time to them ...but the show still represents what is best about the UK toy trade – doing serious business and taking time to relax, catch up and have a bit of fun a pleasant environment.

MARY WOOD, MARKETING DIRECTOR, VIVID IMAGINATIONS

ANDREW MOULSHER Head of Sales and Marketing, Peterkin Why is working with Toymaster so important to you?

Peterkin have always enjoyed a great trading relationship with the UK and Irish independent sector. We see our relationship with Toymaster very much as a partnership and working closely together with them enables us to strategically target the single biggest group of independent retail buyers in the sector.

How is Toymaster different from other shows?

In terms of business written at the show versus the cost of being there, the Toymaster show is the most cost effective show in the calendar.

What are the benefits to exhibiting at the show?

I refer you to my answer above... plus the networking opportunities offered by the social element of the show should not be underestimated.

What is selling well for you at the moment?

Lil’ Fishys are performing really well and the response to Nixies has been excellent, whilst dollsworld continues to fly out of the doors.

Aside from your own, what toy range are you a fan of at the moment?

I’d love to be really original here but like many others, I’m sure, it has to be LEGO.

MAY 2014

”

What are the benefits to exhibiting at the show?

We believe in the importance of the individual toy shop, and exhibiting at the Toymaster show creates the perfect opportunity for us to present our collections that we feel fit perfectly within their stores.

What is selling well for you at the moment?

All our collections are doing really well; in particular though myStyle continues to see huge growth and now boast 17 kits in the collection. We are very excited for all our new ranges this year as they’ve been really well received.

Aside from your own, what toy range are you a fan of at the moment?

Bigjigs wooden toys are a particular favourite – beautiful toys and very well made. I love their new marine theme toys this year.

WILL E W S YE ING AT, T I B I H BE EX STER 2014 TOYMA DELIGHTED E WE’RE BACK AT TH TO BE FOR THE SHOW D YEAR SECONNG. RUNNI AYWARD GER,

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NA NH LAUREP BRAND MA GROU PAWS POSH

RETAIL INTERVIEW KIDS STUFF TOYS

The stuff kids dream of!

Stephen Hartfield of Kid Stuff Toys speaks to TnP about the benefits of being a Toymaster member and what he is most looking forward to seeing at this year’s show How old is Kids Stuff Toys - when did you open your first shop?

Our first shop was opened by Debbie and Julian, and will have been open for 25 years in September!

And what’s the story of your expansion across Kent and Sussex from there?

We have grown steadily over the years, opening two more branches in Crowborough and Burgess Hill - over the first eight years of trading. Over the last eight years we have also opened stores in Ashford, Hastings, Eastbourne and Chichester.

When did you become a member of Toymaster?

We became a Toymaster member with the demise of Youngsters.

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We signed up with Toymaster as they offered us the best fit to continue running our business

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is the FOB program, which allows us to make extra margin and buy different products we generally cannot get domestically. The other main benefit is the fact that everything is centrally invoiced. All terms are agreed, and are terms we may not have been able to negotiate as a individual shop.

What are you hoping to see and do at the Toymaster May Show this year?

I am hoping to see some deals that will be worth me spending our money on! If companies don’t have a deal that works in my favour,

unless they have the next must have toy, it’s going to be hard to part with the hard earned cash!

I am also looking forward to catching up with friends and finding out how business is going for them. It’s great to see if they have uncovered any gems that we might have missed and maybe grab a beer in the evening to see who is propping up the bar this year!

Why is the Toymaster May Show an important annual event for you?

This is where we will do 70% of our buying for the Christmas period.

We have to get this right as this

Why did you sign up, what are the biggest benefits of being a member?

We signed up with Toymaster as they offered us the best fit to continue running our business.

We found that the way Toymaster was run was very professional and we could see that this would help to make us more profitable.

There are two excellent catalogues, which are professional looking and something we would never be able to manage to produce. These allow us to promote our business and present our customers with some great promotions, which we wouldn’t be able to offer without the buying power of belonging to the Toymaster group. Then there

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have gone down by now. I am also going to predict that parents are going to go crazy and start spending huge sums of money every week on toys, but this may not come true!

What will you be stocking up on for Christmas?

We will stock extra Puzzles and Games at Christmas, all of our best sellers and no duff ones!

could make the difference between an average Christmas and a great one. We do our homework before we go, and we like the companies that supply their deal information before the show. I can’t understand why some companies are so secretive about it; if you know you are doing a deal, then let us know so we can prepare for it. It can only benefit you in the long run.

How has business been for you in the first quarter this year?

January was slow as ever, yet better than the year before. But in February and March we were trading around 5% up, so if it carries on like this I have high hopes for the year.

What are your top three selling products/lines currently?

LEGO Movie figures, Cra-Z-loom Bracelet Maker, and Pokémon trading cards.

Have you had any surprise hits this year – something you thought would do well, but really exceeded expectations?

The biggest surprise for me this year has been Disney Palace Pets from Character Options. I really didn’t think the girls would go for it, but I have repeated on this numerous times. The other line that we have done well with is the MV Bored Neon Skateboard. This is something we probably would not have ordered if it hadn’t been in the Toymaster catalogue, but we have sold over 100 and have just

MAY 2014

You have a robust online outlet at www.kidsstufftoys.co.uk, how important is that to your business?

This is a new website that went live last November, replacing our old site that did not communicate with our new EPoS. It counts for a small amount of our turnover, but since the new website went live we have had a huge increase in web orders and see it as becoming ever more important. We also get a lot of local shoppers using it to browse to see if products are in stock and asking if they can reserve and collect.

reordered another 44.

How much licensed product do you sell - is it a big earner for you?

We stock a large selection of licences, but choose our product carefully. We will always stock the lower price points in licences; lines above the £30 price point are often the lines that get cut to shreds, so we will always order little and re-order if we have to.

New licences are always hard to predict but you have to take a punt on some. Some do well and others you just have to say no to.

They are a big earner in terms of turnover, but not always in profit.

They do always drive foot fall to your shop though, and you hope that customers then buy other products which can make you a healthy profit.

What are your most popular licences?

Peppa Pig, Star Wars, and Transformers are our three biggest licences.

What consumer buying trends have you noticed this year, or anticipate for the rest of 2014?

There is a trend towards the £10£20 line in presents - even birthday presents for parties now seem to be reaching the £10 bracket more frequently. The Christmas season is becoming ever shorter and is now crammed in to the last three weeks. This can cause a few worries when you look at your stock room and think this should

Does what sells well online differ drastically to in-store?

Not really as we are pushing the same products that we have in store as online.

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This is where we will do 70% of our buying for the Christmas period. We have to get this right as this could make the difference between an average Christmas and a great one

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What would be your top tip for independents looking to introduce a website to their retail offering?

I would really think whether you want/need to have a website or not. Having a website built is easy and plenty of people will take lots of your money to build you one.

But to then make money off that site is going to take a whole lot more money - even more than that first figure you had in mind - and then the time it takes to list all the products on your site is another factor. It is something you really need to employ a person to do fulltime, or be willing to work 22 hours a day.

Do you have any plans for further expansion in the future?

No we are happy at the moment, but if something came up and the numbers work then we would be silly not to take a look at it.

And lastly, if you were a child today, what toy would you be nagging your mum for?

Firstly I would be nagging her for any toy that hadn’t been returned and wasn’t faulty, which I am sure is the answer most children whose parents owned toy shops would have!

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PREVIEW TOYMASTER

A majestic time for toys Ian Edmunds, Marketing and Operations Director at Toymaster Ltd chats to TnP about this year’s show and why is it a must-attend event on everyone's toy calendar

What: 2014 Toymaster May Show When: Tuesday 20 – Thursday 22 May 2014 Where: The Majestic Hotel, Ripon Road, Harrogate, HG12HU

meaning everyone can attend.

Why did you decide to open it up to everyone?

The show is open to independent toy retailers in the UK and Ireland and has been for some years. The main reason for this is to ensure the long-term viability of the show for the suppliers on a cost versus sales basis, and it’s a great place for us to show all that Toymaster does for independent retailers.

Ian Edmunds, Toymaster Why choose Harrogate as your location for the Toymaster show?

Harrogate is the ancestral home of Toy Fairs in the UK, going back many years, Toymaster have been there over 20. Harrogate is in the centre of the country and as a conference town has the necessary infrastructure to cope with our event.

It’s party time!

When: Tuesday 20 May, 7.30pm for 8pm start Where: The Majestic Hotel What: Party Night! Come dressed as your favourite toy!

When: Wednesday 21 May, 7.30pm for 8pm start Where: The Majestic Hotel What: Help Toymaster celebrate 25 years with a black tie dinner.

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Toymaster gives suppliers great access to independent retailers, tell us about some other benefits to the show?

The show is designed to work for suppliers and retailers alike, with the retailers gaining from the deals on offer and the chance to view all the key lines for 2014 in one place.

Just as important is the opportunity to meet and share experiences with others from the toy industry, whatever side of the fence you belong. It’s a great place to learn what really is going on in the trade we all earn our livelihood from.

Can retailers expect to see anything new this year?

I would hope so, new is one of the great emotive words in retail and if any supplier simply carries his range from one year to next they would not be around long!

And the show is also open to non-Toymaster members,

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The show is designed to work for suppliers and retailers alike, with the retailers gaining from the deals on offer and the chance to view all the key lines for 2014 in one place

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Tell us what visitors can expect when the sun goes down – we know that is what a lot of folks look forward to the most!

2014 marks the 25th anniversary of Toymaster Ltd and this will be celebrated with an anniversary black tie dinner on the Wednesday night. Prior to this Tuesday’s party night offers you the chance to come dressed as your favourite toy, or dress casually and admire what others are adorned in. Both nights will feature the customary great entertainment, food and drink all in the fantastic setting of the Majestic Hotel.

Why do you think the Toymaster show such a winning formula?

Why over complicate things? Put all the elements together under one roof, keep the costs for attendance to a minimum and leave the rest to human nature.

After all this is the toy trade, it’s supposed to be fun at least once a year.

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PREVIEW TOYMASTER

Turn west to reach great toys Marque

WEST DESIGN

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01303 297888 www.westdesignproducts.co.uk

Keep fit CHICCO 01623 750870 www.chicco.co.uk

West Design will attend its second Toymaster Show and is hoping to exceed the exceptional response it received to its product range in 2013. Toy Account Manager, Wendy Hicks, will be present at the fair, showcasing the new LEGO The Movie stationery products, as well as DK LEGO Books. On the craft side, West Design will be showing its new 2014 Creativity For Kids lines. West Design is already experiencing exponential growth in these areas.

In addition, a selection of existing old favourites for both LEGO stationery and Creativity for Kids will also be on display.

The Creativity For Kids products are designed to give both boys and girls the opportunity to use their imagination, grow creative thinking skills and increase their potential to innovate. Many of its lines including Creativity for Kids Fashion Headbands, Creativity for Kids Sparkling Hair Accessories and Creativity for Kids Tile Art Necklaces are also ideal for children’s sleepovers or parties due to the amount of products the kits contain – thus offering very good value for money. West Design is very much looking forward to working with all Toymaster members and helping both themselves and the Toymaster Group to grow their businesses.

A Jumbo portion of fun JUMBO GAMES 01707 260436 www.jumbo.eu At Toymaster 2014, Jumbo is delighted to introduce a number of popular licensed pre-school brands, including the exciting new EVA Giant Foam Floor puzzles from Disney’s Jake and the Never Land Pirates with Fisher-Price being added to the range from June. The foam floor puzzles include nine giant pieces that are brightly coloured and durable. The Peppa Pig and Minnie Mouse Hide & Seek games will be popular with all young children, who can learn whilst playing their favourite game. For bathtime play, pre-schoolers can enjoy brightly-coloured foam jigsaws from licences as varied as Peppa Pig and Disney, with Something Special, Doc McStuffin and Fisher-Price being added in June.

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Chicco will be previewing its exciting new 2014 toy collection at the Toymaster Show with some brand new innovative lines and new additions to its existing popular ranges.

One new range that will no doubt prove popular with retailers and mums and dads is the new Fairytale range. Featuring popular characters from fairytales, including Little Red Riding Hood, the Three Little Pigs and Snow White and the Seven Dwarves, the range offers a cot mobile, a music box and a crib panel. All of the toys in the Fairytale range are suitable for children aged from 0+ months.

Expanding the Chicco toy offering further is the introduction of the Fit & Fun range - a new line of active sports toys that have been created to develop motor skills, accuracy, balance and coordination. Featuring a bowling set, an angling game, an electronic football game, and a 4-in-1 balance board, scooter and skateboard, the range is perfect for outdoors fun and games.

As well as the fantastically fun new lines, Chicco will be adding further toys to many of its ranges. The cars will be increased with the help of four new vehicles, while the Chicco ride-ons will be introduced to a friendly face – the Chicco Pelican Trike.

As well as seeing the new 2014 toy collection on the Chicco stand, you can also take advantage of the exclusive show offers - so be sure to visit and join in the fun!

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PREVIEW TOYMASTER

Master of strings PUPPET COMPANY

The Puppet Company is the largest designer wholesaler of puppets in Europe.

They produce over 900 different puppets ranging from finger-puppets through to large full-bodied puppets. Originally set up to manufacture beautifully finished, wooden puppet theatres, founders Sue and Peter Lockey soon responded to customer demand for well-designed, affordable puppets by producing their own exciting range!

From the beginning, husband and wife Peter and Sue drew on their backgrounds as ex-teachers and their lifelong love for puppetry and theatre to create puppets with maximum play value. The puppets they produce combine creative design with a strong emphasis on functionality to appeal to children and professional

puppeteers alike. Never afraid of a challenge or of innovation, they use a creative and unexpected range of materials, from the colourful knitted Sockettes to a wide range of naturalistic plush for the many animal puppets they make.

Recently The Puppet Company returned to its theatrical roots, launching the Wilberry Wood range. This range includes the versatile ‘3-in-1 Puppet Theatre’ designed to be used in three different ways: firstly as a full height, freestanding theatre suitable for two children, secondly as a table top theatre and thirdly as a top access marionette performance stage. Inspired by classic toy theatres, they are an exciting addition to the Wilberry Wood range.

Take a trip down memory lane ERNEST THE BEAR TOYS 07860587502 www.ernestthebeartoys.co.uk With nearly 20 years experience in the business, the Ernest the Bear team is expert in all things to do with traditional toys.

A browse through Ernest’s 2014 catalogue will reveal a myriad of classic traditional toys and other enchanting items.

Their motto is 'We treat our customers as we would like to be treated when we are customers'.

That says it all. Ernest the Bear is an exclusive distributor of Schylling Classic Toys and Collectibles. They sell a wide range of delightful traditional toys but also have some modern items, made with that traditional quality and feel about them. They specialise in tin Jack in the Boxes, kaleidoscopes and spinning tops. Even so, they also stock delightful wooden items (such as the Wooden Balancing Ballerinas), an exclusive range of Babar the Elephant toys and the awesome Turbospoke Bike Exhaust system.

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01462 446040 www.thepuppetcompany.com

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CHARACTER OPTIONS 0161 633 9800 www.character-online.com Character Options will be showcasing its premium brands at Harrogate with a bag full of show deals that are not to be missed. The ChillFactor brand will echo its launch year success with brand new chilly treat options for kids of all ages. The new ChillFactor Ice Cream Maker is already making waves and autumn will see the release of the ChillFactor Jelly Maker and Frozen Yoghurt maker to further extend the offering.

Teksta, another standalone success story of 2013, will also grow into a full brand titled Teksta and Friends. Teksta T-Rex and Kitty will enter the scene and promise to be a top choice for the pre-Christmas season.

Let it B.!

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JOHN CRANE LTD 01604 774 949 www.john-crane.co.uk At the Toymaster Show this year, John Crane Ltd will be showcasing some of the fantastic B., Bristle Blocks and Tidlo products that are loved by members.

John Crane Ltd will be showing LucKeys from B. Every little one loves to play with your keys! Now with B LucKeys, they will have their very own set, meaning safety for them and peace of mind for mummy when her car keys are not lost!

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Holding all the aces CARTAMUNDI 01268 511522 www.cartamundi.com

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Making its second appearance at the Car show, Cartamundi, one of the world’s market leaders in playing cards and card le games, will be showing a powerful games line-up line-u of games and brands, including the latest addition to its includ popular Disney range, the Planes popu Wings Win Around the Globe Gift Box and the innovative new Shuffle concept. conc Shuffl e brings together Sh traditional playing cards and the tradi Shuffle app, downloadable from the Apple and Google Play stores.

A Golden hug GOLDEN BEAR 01952 608308 www.goldenbeartoys.com

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Harrogate will be the place Carriag for a whole lot of hugs from Golden Bear! Golden Bear will be introducing Henry Hugglemonster and the very best imaginative play on offer from the rest of its entire portfolio.

Golden Bear’s Henry Hugglemonster collection encompasses all of the show’s favourite characters.

Henry’s Roarsome and Summer’s Super Scooters are push along toys that come complete with fun phrases from the show and detachable, articulated figures. In addition, the 25cm Talking Plush, available as Henry and Summer, bring the lead characters to life. Key to the range is the HuggleHouse play set with many interactive features, Henry and Ivor figures and various accessories, and additionally the Henry Roarback – an interactive plush Henry that copies your every word.

In The Night Garden is one of the most popular pre-school properties and the 2014 Golden Bear collection has both plastic and plush to offer. The new Ninky Nonk Musical Train makes a beautiful addition to the collection.

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Entering new categories VTECH 01235 555545 www.vtechuk.com

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VTech is constantly pushing the boundaries to introduce new and exciting technology within traditional play patterns. With a strong record of success in categories such as Bath Toys and VTech Baby, VTech is excited to enter a new category, as well as expansions on existing popular lines. Back for 2014 is the Toot-Toot Drivers range. With an impressive growth of 70.5% (Full Year 2013 NPD) due to the popular Airport, Train Station and Construction Site playsets (Top 10 Infant Toys YTD), children can now add the latest Police Station to their collection. Building further on this success is the brand new, all swinging, roaring and stomping Toot-Toot Animals range.

Also new to the VTech range is the Little Love Baby Talk, the first ever interactive doll that grows and learns with children at their own pace.

The voice-activated VTech Little Love Baby Talk Doll, suitable for children aged 2+ years, can speak over 100 words, sing 10 melodies and speak over 80 phrases. Children are encouraged to teach the doll to talk because the more they talk to the doll, the more the doll will learn and grow with them.

There are four activity buttons to play with on baby’s bib, helping to teach music, role-play and nurturing skills, and four pretend play activities for hours of fun. The doll also interacts with accessories such as the dummy and bottle, which promote interactive caring play as well as the VTech Little Love 3-in-1 Pushchair.

The VTech Little Love 3-in-1 Pushchair, also suitable for children aged 2 and above, is made for the VTech Little Love Baby Doll and transforms into three learning play modes – a high chair, walker/stroller and cot- which recognise movement and respond. The interactive components encourage fun pretend play, teaching numbers, food names, counting, music and fun facts. On top of this, the transformable pushchair tells stories, sings ten familiar sing-along melodies and twenty familiar lullabies for soothing music.

The VTech Toot-Toot Drivers Police Station, for children aged 1 to 5, includes three sing-along songs, six fun melodies and many realistic sound effects for hours of crime-stopping fun. The Toot-Toot Drivers Police Station includes five Smart Point locations that trigger fun phrases when driven over, encouraging motor skill development and imaginative play.

The Toot-Toot Deluxe Track Set includes thirty interchangeable track pieces and multiple track configurations to allow children to build an exciting route for their Toot-Toot Drivers vehicles. Speed around the course and listen out for the fun phrases, sounds and music that are played when a SmartPoint vehicle passes by.

Stimulating creativity and imagination, the deluxe track enables independent play and discovery for children aged 1-5 years.

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The whole kit and caboodle INTERPLAY 01628 488 944 sales@interplayuk.com

Ballroom

Interplay is excitedly preparing for another fun year at the Toymaster Show in Harrogate, and shall display not only new kits added to existing collections but a number of new brands as well.

The myStyle craft range, constantly expanding due to its ever-increasing popularity, now boasts multiple kits that show children new and exciting ways to make stylish accessories! Each kit comes with a unique twenty-page colour illustrated activity guide that teaches children techniques used by professional jewellery designers. These kits are perfect to create personal and attractive accessories that can also be given to friends and family. New kits this year include Festival Jewellery, Super-Loops and Dangly Phone Charms!

One of the exciting new brands for Interplay this year is GoldieBlox, a brilliant concept that combines a book series featuring Goldie the girl inventor with a variety of fun construction sets. Developed by engineer Debbie Sterling, the range is designed to inspire young girls to follow her footsteps into the engineering world. The launch series will have three GoldieBlox sets to choose from: Spinning Machine, Parade Float and Dunk Tank.

My Living World will also be showcasing its brand new addition, Butterfly World. As with all My Living World kits, Butterfly World is a hands-on nature study project that contains all the equipment required to observe and study the fascinating life cycle of butterflies. Included is a highly informative guide written by TV nature specialist and wildlife authority, Nick Baker, who continues his endorsement of the My Living World brand for 2014. This comprehensive range opens up the world of wildlife to a much wider audience.

Interplay’s Wild Science range has been given a brand new look for 2014, with unified packaging for a more collective look on the shelf. The entire range has been re-branded with a fresh new design and a smaller size to allow for improved merchandising in-store and a much wider appeal to the target market of boys and girls aged 8+ years.

All new and existing ranges will be supported with a variety of TV advertising, PR, and print campaigns designed to heighten awareness with the target audience.

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On a roll LITTLE TIKES 0800 521 558 www.littletikes.co.uk

North Lounge

Little Tikes will be showcasing its largest Trikes and Ride ons selection at the show this year, following its successful launch earlier this year. Responding to consumer demand for high-quality and moveable toys, the collection is designed to develop children’s physical skills, from balancing to push along and steering skills. Developed to accommodate children through all stages of growing up, the range can support the youngest movers, babies and beginner riders from guided right through to independent rider. Parents will be spoilt for choice!

Another product first, the cute, bright Jelly Bean ride-ons will also be on show. With easy grip handles and a comfortable smooth seat, it’s perfect for encouraging the development of motor skills and allowing little ones the freedom to enjoy riding indoors and outdoors.

Little Tikes will also be launching the up and coming F14 product range, including the brand new Splish, Splash Sink and Stove - a stand out piece, with features such as movable controls, watertight sink and functional tap. It offers an affordable and fun addition to the extensive Role play category.

Space out REVELL GMBH 0845 459 0747 ukbranch@revell.de www.revell.com

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This year, the Revell Control brand will be introducing several award-winning, innovative radio control gadgets; while Revell will continue to dominate the model and hobby sector with new tooling and nearly one hundred new land, sea and air releases.

The multiple award-wining 2.4GHz Nano Quad is probably the world’s smallest Quadrocopter. Several entry-level models include Two Side Stunt Cars, available in green and blue or yellow and red; the strong gripping Mini Trucks and City Wolf RC car; and the versatile Mini Boats. The successful aircraft range has been expanded with the cool 2.4GHz Texter helicopter that flashes text messages in mid-air; the Motion Pilot, a solid motion control helicopter; the entry-level black Turaco Micro Helicopter; the impressive Big One Next helicopter; the 2.4GHz, jetfighter-design Quadro Shuttle; and the durable EasyPlane. The At Work range is Revell Control’s first steps into RC construction, and features a compact Forklift Truck, Wheel Loader, Dumper Truck and Digger. A colourful range of agricultural machinery completes the line-up with a powerful Tractor with Trailer and Tractor.

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Stimulating play, learning new skills

through motor development

GOAL LEAGUE When a goal is scored fun lights and sounds are set off.

FISHING ISLAND Rod recognises fishes when caught and activates fun lights and sounds.

See us at Toymaste r Carriage Suite

Use it as a Balance Board.

MONKEY STRIKE Take the lane.

Aim for a colourful strike or get creative and build towers.

Use as a push scooter.

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encourages children to play and have fun with sports

BALANSKATE 3 games in 1 to gradually develop the child’s balance.

At 3 years, a first skate board.

An active lifestyle starting from early childhood is essential for our children’s growth.

Children nowadays tend to lead a more passive lifestyle; real play is limited – they don’t move around or run freely.

Fit&Fun combines motor development and new skills with social play allowing children to not only improve balance and coordination, but also enhance their self-esteem and self-confidence too.

Happiness is a journey that starts when you’re a baby.

w w w.chicco.co.uk

range

For information on these products, contact us at orders.uk@artsana.com, or please call 01623 750870

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Crafty capers JOHN ADAMS 01480 414361 www.johnadams.co.uk

Carriage Suite

John Adams will be showcasing a variety of its key products at the 2014 Toymaster Show.

The Studio 3D Card Maker leads the way in the craft portfolio. Girls can simply choose their image, add a lenticular lens and wind it through the card machine to make amazing 3D animated cards. The set includes twenty cards and will be TV advertised. Representing the B-Arty range is Fashion Foiling, which enables girls to create fabulously fashionable mini sparkly outfits and handbag gift boxes using the plethora of accessories included. Part of the B-Fab

line, Bubbling Beauty includes natural ingredients that girls can mix to create wonderful bubbly bathtime treats. Having secured the Tatty Teddy licence for 2014, John Adams will be showcasing the adorable Tatty Teddy Make a Bear kit, which has pre-punched holes for easy sewing and comes complete with co-ordinating accessories and a birth certificate. The much-loved Fuzzy Felt brand will be represented by the new Doc McStuffins Fuzzy Felt kit, which comes complete with over one hundred printed pieces, flocked base board and an ideas leaflet to encourage creativity. SuperGraph enables kids to draw anything anywhere using the patented optical viewer. Budding artists can copy any picture inserted into the easel and create lifelike artwork. The Domino Express system of constructible, fast-paced stunt kits will be at the show with the Duel set on display, featuring the ‘ring of fire’ finish line as well as 150 dominoes, ball dropper and race cars. Following on from the successful Doggie Doo and Silly Moo, the latest action game joining the games category is Pig Out, where being a greedy pig wins! Within the science category is Dr Toxic’s Slime Lab where budding scientists can make their own slime and goo! Complete with mixing chamber, slime tap and slime storage barrels, this terrifically toxic set will also be TV advertised. The classic Chemistry encourages kids to explore the exciting world of chemistry with one hundred fun and educational experiments.

The brains behind great games GREEN BOARD GAMES 01494 538999 www.greenboardgames.com

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The next stop on the Green Board Games tour is the Toymaster show in Harrogate. It has some exciting and unique offers that are only available at the show, including the double discount offering a whopping 15% off, available exclusively for Toymaster customers who place orders at the show.

To give you an idea of what will be available on this delightful discount, look no further! Alongside the best-selling BrainBox range, it has created the new BrainBox Board Game due to popular demand. Lift the lid to reveal the magical multicoloured board and get going!

To play, roll the die and land on a coloured square, look at a card of that colour and answer a question correctly to earn the card. The winner is the first player to collect a BrainBox card for each category. From Entertainment to People and Places to Sport and Food and Drink, this great board game has a lot to offer. Be careful, if you land on the white square, there is all to play for as you can go head to head and battle other players for their cards!

The BrainBox Board Game provides endless family fun!

The wonderful Word Bits will also be available at the show. This simple word-naming game is great fun and can be played by anyone. Simply select a category card and roll the letter dice provided. The first to call a word containing all the letters wins the card.

The player with the most cards wins!

With these great discounts and lots of fabulous fun for everyone, make sure you don’t miss out!

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The Puppet Company

The Puppet Company mpany design and wholesale over 800 fabulous puppets and ďŹ nger puppets of all shapes and sizes.

To see our fantastic range, please visit us at Toymaster Show, The Puppet Company stand from the 20th-22nd May.

Have a puppet - have Fun!

www.thepuppetcompany.com

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Teacher’s pet EPOCH MAKING TOYS LTD 0843 557 4062 www.epochmakingtoys.com

‘Wooden’ it be nice CASDON 01253 766411 www.casdon.co.uk

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Casdon, one of the most respected names in role-play toys, is introducing two exciting new wooden ranges in 2014.

‘Boxset’ is a fantastic collection of seven self-contained playsets with carry handles that little ones are going to love playing with and taking along everywhere they go.

These stylish toys include a fairy house, castle, pirate island, barn house, beach villa and train, plus a bamboo beauty set and a tool set. With all the play pieces contained in a neat wooden box, they are ideal for ‘on the go‘ role-play fun, and the varied themes within the range means the different sets will appeal to both girls and boys.

And for budding builders there’s the interchangeable ‘Varoom’ range of wood construction vehicles, available both as great value individual items and in two different four-packs. The ‘Demolition’ set contains a bulldozer, roller, tip truck and excavator, whereas the ‘Construction’ pack includes a crane, cement mixer, forklift and truck. Designed with interchangeable parts and an easy push-along action, they are just right for tiny hands to explore some early role-play building fun.

Casdon will of course be showing their traditional evergreen role-play products, such as Dyson Henry & Hetty Vacuum replicas, along with old favourite top quality toys such as the modern looking Supermarket Till or the best-selling Post Office set.

All orders taken at the show will qualify for a 5% discount for delivery anytime in 2014.

Catch them all ESDEVIUM GAMES 01420 593593 www.esdeviumgames.com

Drawing

Drawing With a stand at this year’s Toymaster Show, EPOCH Room making toys continues its drive to attract a new generation of UK fans to its classic collectable brand Sylvanian Families.

The brand will be showcasing the new ‘School’ range launching this autumn. The Country Tree School is the stand out item in this range with its woodland look. It includes a fun, detachable tree that characters can climb, 35 pieces, including desks for six pupils, a teacher’s desk, whiteboard and many other accessories. A Forest Nursery will also be on display – which boasts a desk and a stage where the Sylvanian babies can put on their own petite performances.

Sylvanian Families fans will know that the majority of the families have jobs within the Sylvanian world. Reinforcing this is the new Professional range, which includes Country Doctor, Country Nurse and Country Dentist.

These sets all come complete with related accessories and equipment, such as a stethoscope, bed, reclining chair, syringe and a wheelchair.

Also exhibited will be key products from EPOCH’s Aquabeads range, notably the new Double Pen Set. The innovative wheeled pen can hold both Solid Beads and Jewel Beads in up to 12 different colours. The set also includes a beautiful pink translucent heart-shaped template tray.

Sally Carnall, Marketing Manager at EPOCH making toys, said: “We’re really looking forward to attending the Toymaster Show this year – the show is so important for the UK toy industry and we’re happy to be a part of it. We’re keen to show our support for independent retailers; we hope to attract even more at this great event with our excellent new products and display packages.”

EPOCH’s TV campaign for the Cosy Cottage Starter Home broke at the beginning of April, and the company also plans to TV advertise the new Country Tree School in the run up to Christmas.

Room

Esdevium will be present at this year’s Toymaster Show with an extensive range of new games and collectibles and the best selection of their perennial selling titles. A big focus for in 2014 is the brand new, beautifully presented Hotel Tycoon. This fantastic family game revolves around players attempting to become real estate magnates. Esdevium will also show off a wide range of collectibles including the brand new playground craze, Zomlings.

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Visit us at the Toymaster Show!

Donâ&#x20AC;&#x2122;t miss our special show offers!

LER 2781 Jumbo Bug Jars

The Brand Teachers Trustâ&#x201E;˘

For more information and to make your appointment call Chris Beardmore on 01553 819380 or email cbeardmore@learning-resources.co.uk today!

LER 2732 Metal Detector

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Bombs away GIBSONS 020 86618866 www.gibsonsgames.co.uk

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Harrogate is the first opportunity for Gibsons to show the Toymaster members its new spring lines, which include six new puzzles, the Limited Edition Christmas jigsaw and a TV campaign debut!

With over 240 jigsaws in the Gibsons range, from two piece children’s puzzles to 2000pc jigsaws, the new spring additions are ones to watch. Gibsons is proud to announce that Pass the Bomb, will be TV advertised in autumn 2014. For more details about the campaign and the Toymaster Show Puzzle Offer, visit the Gibsons stand at the Toymaster Show in the Ballroom.

Baby steps EAST COAST NURSERY 01692 408802 www.eastcoastnursery.co.uk

Carriage Suite

Tiny Love has a bumper offering this year and will be back once again at the Toymaster Show to exhibit all of its fantastic new products. For the little explorers out there, the Discover the World play mat is perfect for tummy time with its wide selection of exciting activities that have a rich variety of images, shapes and textures to enjoy. The Tummy Time Under the Sea Mat is a play mat that enables you to bring the beach indoors! The Rock & Ball is an enchanting three-in-one tummy time toy and tambourine that encourages baby’s motor development and imagination. The versatile design and numerous modes of use are wonderful for independent play and fun joint playtime. Some friendly, familiar faces will be returning to the Toymaster Show this year in the shapes of Follow-me-Fred and Follow-me- Fiona. These touch-activated dogs are fantastic motivators to encourage baby to crawl. The cheerful music and slow movement will attract baby’s attention.

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From dragons to pogo sticks H. GROSSMAN LTD 0141 613 2525 www.ozbozz.co.uk

Reception Room

The ‘How to Train your Dragon 2’ range from HGL will be launching to coincide with the blockbuster summer movie opening this July in the UK. HGL have a full range of Dragon merchandise including scooters, trikes, bikes, skateboards, inline skates, helmets and pogo sticks. If dinosaurs are more your thing, check out the popular Megasaurs range. The range includes the animated Triceratops and, of course, the notorious T-Rex. Springing into life when you walk past, these raptors look like the real thing! They complement the lifelike, but static, range of Megasaurs.

Looking for top deals? H. Grossman has fantastic price busting offers on top items including some of its best selling scooters and helmets. Visit the stand for details.

The craft sensation of the year is here! Last year looming was the big thing in the States and now looming on the horizon is the Loom Twister. Everybody loves to create fantastic jewellery, friendship bands and bangles from rubber bands on a specially created loom. HGL’S Loom Twister is very user friendly and there are some great deals to be had at the show. Arguably the most popular characters to come from any recent movie are the Minions from Despicable Me and Despicable Me 2. This year, they are starring in the HGL range of outdoor products, scooters, bikes, skateboards, trikes, inline skates, pogo sticks, and even a balance bike. The Despicable Me Stacking Sets are the items tipped for the top. These sets allow you to mix and match Minions as you would ‘Russian dolls’, thus creating thousands of permutations. Grossmans is famous for its outdoor ranges. New for 2014 is the MILO & GIL range – perfect for younger children, it comprises a Chunky Trike, a balance bike and a scooter, with all available in two colourways. As usual HGL has a full range of scooters and outdoor toys for all age groups!

Indoors or outdoors this summer, these massive magical musical play mats are bound to be a winner for the coming year.

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The Alpha toy!

ALPHA TOYS 00353 67 63800 www.alpha-toys.co.uk

Carriage Suite

The quality German Brand Siku is the key brand being distributed

by Alpha Toys. The range offers many categories as follows: Pocket Money Blister items, 1:87 Farm & Super Series, 1:50 Farm & Super Series, 1:32 Farm Models & Accessories, 1:32 Siku Control Trucks & Tractors. All of these models are based on the real life version and all the main manufacturers are featured - John Deere, Massey Ferguson, New Holland, JCB, Scania, BMW, Mercedes, Audi, Porsche, VW, Bugatti, Lamborghini. In 2013 Alpha saw the release of the John Deere Gator which was quickly sold out due to the very realistic features of the model at an affordable price. The new additions of late 2013 were the Siku Racing Set (an award winning top quality racing car set) and the first item in the Siku World play sets. This City starter set allows the child the layout to play with their Siku Models in the world of play. We have already had the March releases some weeks ago and the big news here was the eagerly awaited Bugatti Gift Set - This consists of three models (some colours not previously released) packed in a beautiful black gift box. This has been released as a result of the success of the original item and it is planned to release another gift set version.

Leap for joy LEAPFROG 01895 202840 www.leapfrog.co.uk

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LeapFrog is coming to the Toymaster exhibition following a hugely successful year of innovation in 2013, which the brand will be building on again in 2014.

Visitors to the stand will have the opportunity to get their hands on the full 2014 LeapFrog line-up across all categories.

Alongside ground-breaking products like the LeapPad family, LeapReader and Read with Me Scout, LeapFrog is excited to present four brand new learning toys - Sing & Play Farm, AlphaPup Pull Toy, Roll & Go Rocking Horse and Fridge Phonics.

The new toy lines introduce exciting ways to play with both new and existing loveable LeapFrog characters, whilst exploring a range of play patterns and offering first class educational entertainment.

Paul Bennett, Vice President of Sales and Operations at LeapFrog comments,“Last year we continued our reputation for innovation by launching new ranges of ground-breaking products, which we are building on within our 2014 product portfolio. This year we will be expanding into fresh and exciting categories, which will present unique revenue opportunities for our retailers.”

“It is our belief that children learn best when education is blended with play and this is why our mantra, ‘pure learning fun’, is reflected in every device, game, toy, video, book and app we create. We can’t wait to showcase our new products at Toymaster this year and we look forward to demonstrating how they inspire and encourage children to reach their full potential through play.”

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Power boost BANDAI

01489 790944 www.bandai.co.uk

Carriag As excitement e builds for the Suite new Power Rangers Super Megaforce TV series airing this summer, Bandai will be showcasing its range of action figures, Megazords and roleplay toys and offering a special launch deal to include a number of free figures. This and lots more at Toymaster.

Great deals for girls and boys KRIYA LTD enquiries@kriyaltd.com Kriya Ltd Carriage will be revealing a Suite new boys’ range of licensed 1:32 die cast vehicles with multiple lights and sounds. In addition to the new boys range, there will be new items from Saddle Pals, adding more sets with dolls to the range.

Kriya Ltd is also offering members special deals for orders placed at the show.

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Back with a bang ASOBI 01628 200077 www.asobi.co.uk

Child’s play GALT TOYS 0161 428 9111 www.galttoys.com

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Visitors to this year’s Toymaster show will be able to see Galt Toys’ new products for 2014, including activity packs, first years toys, craft kits and construction ranges. The award-winning manufacturer will also exhibit new products added to its collection of puzzles, stationery, arts and crafts and science sets in The Ballroom at the exhibition.

New toys in Galt’s range of activity packs include exciting racing cars, Monster wind-ups and a Wooden Pirate Ship, as well as zombie and fairy princess face paints. The eagerly-awaited Marble Racer game will also be on show, adding to the hugely popular Marble Run collection in Galt’s construction range. The high-speed Marble Racer is fully compatible with the Marble Run games already available.

Two new titles have been added to Galt’s best selling Water Magic range, including a Water Magic Gift Set and Water Magic sets for Robo Crew and Fairy Friends. The sets include reusable picture boards that come to life with colour to reveal hidden pictures with the use of a magic water pen.

For young children, Galt’s First Years range, which has already proven to be a success, includes a new collection of Snuggle Pals, a First Book, a Stacking Puppy and Rattle set. These first years products have been added to Galt’s fantastic range of bright and colourful toys designed to help stimulate physical development and encourage coordination and manipulative skills.

This includes the Dr Miriam @ Galt range, created alongside leading parenting expert Dr Miriam Stoppard. In 2013, Galt Toys also announced its acquisition of the worldwide licence to manufacture and distribute the iconic Ambi Toys product range. With plans to reintroduce four original toy designs to the market later this year, Galt will also be showcasing its new Ambi Baby Gift Set at the Toymaster exhibition.

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Carriage Suite

Asobi is thrilled to be back at Toymaster this year and to be part of this important date in the UK toy calendar following its absence in 2013.

The consistently growing toy distributor is looking forward to showcasing as much of its portfolio as possible, including internationally bestselling craft brand Seedling and newly launched den making brand PL-UG, which was a great hit at the Toy Fair in January. The Asobi team will be running individual special offers per brand, so it’s certainly worth a visit.

Dolly mixtures FAMOSA 07903 843241 www.famosa.es

Drawing Room

Visitors to the Famosa booth at May’s Toymaster Show will be able to see 2014’s key TV lines with impressive TVRs, that guarantee to give a good return for the A/W season. Pinypon, the unique range of cute interchangeable mini dolls and playsets, has made a comeback with an impact for 2014. The only dolls with removable hair, head and body plus accessories and double sided faces with different fun expressions to add to the dress-up fun, Pinypon launched with new pricing, new features and an aggressive marketing campaign.

The focus for Q3 and Q4 will be two of the Pinypon playsets - the Campervan, which launched in January to a great reaction and Pinypon Hotel, which is packed with fun features and will be introduced in July. A heavyweight TV campaign is planned to support these sets with targeted 1500 TVRs. Tactical promotions will also be put in place to encourage collectability across the brand. Nenuco, Famosa’s innovative doll and playset brand, sees further line introductions for 2014. These introductions follow the launch success earlier this year, which saw ‘Sleep with me’ Cradle sets selling out across UK retail! Already hugely successful internationally, the products come packed with unique accessories that enable young girls to have the closest experience to playing a ‘real mum’. There are a broad variety of price points and play patterns within the collection, enabling little girls to nurture and have hours of fun. The key line for A/W will be Nenuco Happy Hiccups – a cute baby doll that makes different sounds and random hiccups. Just give him a gentle shock and the hiccups disappear, or blow on his face and his eyes close. Guaranteed to provide plenty of giggles, Nenuco Happy Hiccups will launch in July and will be supported with a strong 1500 TVR TV campaign across core satellite and terrestrial channels.

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Ernest the Bear Toys

WIDE RANGE OF NEW AND TRADITIONAL TOYS

Contact us for further details: Ernest the Bear Toys, 11 Parkside, Milton Ernest, Beds MK44 1RG

Tel: 08456 808075 Fax: 08456 808076 Web: www.ernestthebeartoys.co.uk Email: sales@ernestthebeartoys.co.uk

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Plush-ious product POSH PAWS

This Lil’ Fishy went to Harrogate Marquee

01268 567317 www.poshpawsinternational.co.uk Independent toy shops are a growing part of Posh Paws’ business and attending the Toymaster show is a must for the UK’s Disney plush supplier.

At the upcoming show, Posh Paws will be located in the marquee and visitors will be able to see fantastic plush toys to support the all-important movie and DVD releases that include Oscarwinning animation Frozen, The Muppets Most Wanted, The Amazing Spider-Man 2 and Planes: Fire and Rescue.

As ever, Posh Paws’ high quality plush products will take centre stage at the show, where exhibitors will be able to see brand new plush ranges from Disney’s Palace Pets and Sofia the First to CBeebies’ Sarah & Duck. Posh Paws will also be revealing some exciting new lines on current best-selling properties such as Doc McStuffins, Winnie the Pooh and Mickey Mouse Clubhouse.

Another great new opportunity this year for independent toy shops is the introduction of nonplush ranges from Posh Paws’ Despicable Me 2 backpacks and trolley bags to Disney and own-brand pocket money collections.

Lauren Hayward, Group Brand Manager at Posh Paws International comments: “We’re delighted to be back at the Toymaster show for the second year running. Last year was a huge success with some great business on specific lines and brand new customers on board. At the show this year we’ll also be running special deals for Toymaster members so make sure you visit our stand to find out what’s on offer. We hope to see you there!”

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PETERKIN UK LTD 0116 254 3645 www.peterkin.co.uk

Billiard Room

Peterkin will be showcasing some of its key brands at the Toymaster show. New dollsworld lines include Baby BooHoo, a beautiful 18” soft-bodied crying doll and Baby Tinkles, a 15” drink and wet doll. There are also some great new accessory sets: deluxe baby bibs, shoes and socks gift sets and a new quilt and pillow set, to name just three.

Lil’ Fishys are proving to be one of the success stories of 2014 the new aquarium sets will be joined on the stand by the fabulous Nixies. The ultimate in undersea glamour on the go, Nixies are motorised swimming mermaids, and will be supported with TV advertising. Peterkin will also be showcasing two new ranges - the World’s Softest are adorable plush animals that really do feel like the softest pals you could wish to meet, and a brand new range of high quality EVA foam swords, shields and helmets from Liontouch. The superb quality coupled with stunning design make these a great addition to any credible toy shop’s offering.

Last, but certainly not least, Peterkin will feature Nikko with particular attention to the new range of Transformers licensed Radio Control transforming vehicles – these must not be missed.

The big 4-0 Marquee

Mini masterchefs

PLAYMOBIL 01268 548111 www.playmobil.co.ukMarquee PLAYMOBIL is celebrating its 40th year in style, showcasing a variety of fantastic ranges at this year’s Toymaster Show. Little ones can transport themselves to fantastical lands whenever they like with PLAYMOBIL’s new Fairies range. This and lots more, so pop by their stand.

PLUM PRODUCTS LTD 0844 880 5301 www.plumproducts.com Plum is returning to the 2014 Toymaster show to showcase its exciting new A/W ranges.

Building on the success of its wooden role play kitchens, Plum has introduced the new Cook-a-Lot range, adding new shapes and colourways.

toysnplaythings.co.uk

Portable play has never been so stylish!

Introducing a great range of stylish, portable playsets that little hands will adore playing with and will want to take everywhere they go! Differently themed sets to suit boys and girls, with all the play pieces contained in a neat, wooden carry box. Just open the box and build the set for hours of imaginative play, whereverâ&#x20AC;Ś whenever.

NEW for !

2014 Fun & Pla o n - t h e - g oy !

Inventors of Fun & Play!

Please contact: Roger Howard Roger@casdon.co.uk Casdon plc. Cornford Road, Blackpool, Lancs FY4 4QW Tel: +44 (0)1253 766411 Fax: +44 (0)1253 691486 Email: toys@casdon.co.uk www.casdon.com

Come and see us at the show!

PREVIEW TOYMASTER

They have play down to a fine science LEARNING RESOURCES 01553 762276 www.learningresources.co.uk

Ballroom

After a successful show last year, Learning Resources will return to the 2014 Toymaster Show ready to share plenty of new additions to its existing range of hands-on toys, games and learning aids.

Don’t miss the new Primary Science ViewScope, Metal Detector and Lab Gear Set, perfect for those who already stock the range and perhaps an opportunity for those who aren’t already familiar with Primary Science.

Learning Resources will also be running special offers, including free stock deals and a 5% discount for all orders placed at the show (terms & conditions apply).

This year Learning Resources has introduced over fifty new products to the retail market. The majority of new products are available now, with the exception of the new Hot Dots Let’s Learn Jolly Grammar All-in-One Starter Set and two Let’s Learn! Extra Activity books (Maths & Phonics), which will be available from September.

The Learning Resources range is aimed primarily at parents who want to supplement their child’s development. Designed for children aged 2-10 years, each product offers educational value but most importantly makes learning enjoyable.

Children will be having so much fun they won’t even realise they’re learning!

Learning Resources products are high quality and extremely durable.

As the ‘Brand Teachers Trust’, the whole range withstands continual play in nurseries, classrooms and homes across the UK and internationally.

A flash of genius THAMES AND KOSMOS

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01580 212000 www.thamesandkosmos.co.uk Thames and Kosmos is delighted to be exhibiting at the Toymaster Show for a second year running, where it will be previewing its new kits for 2014 along with its existing products.

The new ranges include Spark – Science in a Flash and Geek & Co. Visitors to its stand will also be able to see the brand new Glowing Chemistry set (winner in the Best New Creative Toy category at Toy Fair 2014).

For those who are yet to see the new ranges (available at the end of the summer), you will be able to find them in the marquee, where you can also pick up a catalogue and discuss any questions you may have or place an order.

Throughout the show it will be offering all existing Toymaster members a 10% discount on orders over £500 and non-Toymaster members a 5% discount on orders over £500.

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PREVIEW TOYMASTER

Exhibiting in a wonderful world DKL MARKETING LTD 01604 678780 www.dkl.co.uk

Drawing Room

DKL is looking forward to exhibiting at the Toymaster Show, showcasing all of its prestigious brands: Hama Beads, Miniland Educational, Wonderworld Wooden Toys and Corolle dolls.

Hama offers the widest range of bead craft material including bead bags, gift sets and accessories. Look out for great deals on its selected Toymaster catalogue Hama lines. Highlights from the full Hama range include three new additions to the successful My Pocket Hama.

Wonderworld’s superb Mini Vehicles range continues to be bestsellers, with a wide variety of new vehicles in cute animal themes such as the Elephant Dumper and Crocodile Trailer. Miniland Educational brings fun to learning, with great sets for the home or school.

The new Educational Corner encapsulates all of Minilands fantastic educational products in one space, making an eye-catching display in any store. Aptitude Sets and Science Tins include key subjects and development aids for enhanced learning - and all are competitively priced! All education sets sport new suitcase boxing and stand out designs. Corolle is the beautiful range of premium dolls, fashions and accessories designed in France to be the perfect look, size, feel and scent for little ones to love and cherish. Suitable from birth to 4 years onwards, each Corolle doll carries a signature vanilla scent, making it a familiar loving part of childhood.

Up for grabs DRUMOND PARK 01473 322000 www.drumondpark.com

Carriage Suite

The Drumond Park team always looks forward to the Toymaster Show, and this year will be unveiling a number of new products, supported by an inspiring array of enduring, much loved children’s, family and adult games that are second to none in terms of sales and popularity.

Amongst this year’s new offerings is Shout! (suitable for ages 12 to adult), which is selling fantastically well. Players are divided into two teams and sit on either side of an impressive-looking stand, on which huge randomly shuffled Shout! cards are displayed one at a time. Each of the two hundred clever and quirky cards contains nine themed images, words or figures, which when all nine are identified, in turn lead to the team’s completion of that card’s total challenge.

LOGO Grab (for ages 8 to adult) is the seventh entry in the uber-popular LOGO series. Here you grab the dice, not the cards! Full-on and turbo charged, this innovative and unique new game is fastplaying, reasonably priced and raucous beyond belief! It will get the whole family shrieking, grabbing and laughing hysterically together. It’s physical, it’s energetic, it’s dextrous – and ultra competitive!

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Growing Tension CHEATWELL GAMES LTD 02392 524098 www.cheatwell.com Cheatwell Games is back at Toymaster this year and presenting a great new range of games and puzzles. Tension, one of the topselling games in the country, is to be supported in 2014 with a TV advertising campaign on ITV2. Two editions are available of this top ten manic naming game, covering all ages and interests. Make sure you get your orders in early!

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PREVIEW TOYMASTER

All dolled up MGA ENTERTAINMENT/ ZAPF CREATION 10 x 10 x

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North Lounge

MGA Entertainment and Zapf Creation will be showcasing the latest autumn 2014 ranges at this year’s Toymaster show, focusing on core brand updates and building upon new product launches.

New range launches from Lalaloopsy include a button-sized collectable line, which will introduce over one hundred new characters into the brand family. The range also includes some cute themed play sets for additional play value. Expanding the brand even further, Lalaloopsy is preparing to introduce another new launch, which will offer a wholesome twist to the Lalaloopsy dolls. The Lalaloopsy Babies range shall continue to grow this autumn with the new nurturing doll that includes a surprise charm feature. Lalaloopsy and Lalaloopsy Littles continue to introduce new characters throughout the year, with the Lalaloopsy range increasing to over fifty dolls and Lalaloopsy Littles to over twenty-four. The Moxie Girlz brand continues the trend of brand growth and expansion with the introduction of new themes in autumn. Baking, creativity and hair play themes are in the mix.

The UK’s leading baby doll manufacturer, Zapf Creation, will continue to wow this autumn with range expansions on its newly launched spring line and its two market leading large doll brands.

Brand leader Baby Annabell continues to build on 2013’s success with innovative new products, including a new Baby Annabell doll with a rocking feature and new rocking cradle which complements the new doll’s functionality. This autumn, the brand will launch Baby Annabell Learns to Walk, a completely new addition to the range that aims to expand the world of Baby Annabell with a new and exciting play pattern. Launched this spring, Mooshka is a wholesome line of soft dolls suitable for children aged 2 to 4 years, and will be expanded further in autumn this year with the addition of an interactive singing themed doll. BABY born will also be launching three themefocused TV segments. There will be a bath-time theme that will showcase three BABY born Interactive accessories – BABY born Interactive Bathtub, BABY born Interactive Potty and BABY born Interactive Vanity Wash Basin. Both MGA and Zapf Creation will be offering special promotions at the Toymaster Show – visit the stand to see the fabulous ranges and for more information.

sales@arkdiyproducts.com Come visit us in the t 353 91 521857 www.

The arkdiyproducts.com/triqo Carriage Suite sales@arkdiyproducts.com t 353 91 521857 www.arkdiyproducts.com/triqo

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plantinggrowing ideas, minds.

contact us... info@asobi.co.uk

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Facebook: Asobitoys | Twitter: @Asobi_toys

www.asobi.co.uk | T: 01628 200077

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PREVIEW TOYMASTER

For kicks!

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Room

Harrogate’s next TOPModel DEPESCHE www.depesche.co.uk TOPModel by Depesche offers an extensive portfolio of beautiful, creative activity books and stationery designed to attract youngsters into store and keep them coming back. Its product range has been updated extensively for 2014 and includes the new Magic Fun Colouring Book with clever and colourful foil style sheets. Meanwhile, any budding fashion designer will love the new Create Your TOPModel Design Studio. With stickers to dress up the featured models, stencils and an integrated pad with design template ideas, it inspires girls to create their own outfit combinations and colours. The entire TOPModel range of over two hundred products is linked to Depesche's own TOPModel magazine.

CREATIVE TOYS COMPANY 0208 664 3456 www.creativetoyscompany.com

Creative Toys Company will be exhibiting at this year’s Toymaster Show with its range of official international SoccerStarz figures.

Having secured the rights to launch international teams including Belgium, Brazil, England, Germany, France as well as Uruguay, Creative Toys has a strong line up for this year’s World Cup in Brazil. To complement the range of international team packs, featuring up to 24 figures, Creative Toys is launching the new four figure blister pack alongside the more traditional blind bags.

Further to this, all the international SoccerStarz figures (over 120) will be available as single figures in their international team blister pack. The SoccerStarz international figures will feature the greatest stars from the best nations as well as exclusive bases for individual figures and team packs.

Switched on GREAT GIZMOS

Ballroom

Carriag e Suite

01293 543221 www.greatgizmos.co.uk Great Gizmos will unveil new collections at this year’s Toymaster, including new lines from plush range NICI, eco-friendly wooden toys from Plan, sky-high rockets from Geospace and green projects from the 4M science kits range. Perfect for sky-high fun, Geospace is a range of soft foam rockets that can be launched indoors or out. For pocket money treats, the new Geospace Finger Flinger is a modern update of the slingshot and lets kids perfect their target practice. The Air Thrusterz is an air-powered launcher that sends an aerodynamic rocket plane soaring up to fifty feet and the Jump Rocket Triple Shotz has three adjustable launch tubes that will blast off into different directions as kids jump on the launch pad to send them sky high. The PlanToys wooden range features clutching toys for babies through to vehicles and dollhouses for older kids. It also has a line of games suitable for children aged 2 and above. For outdoor play, the family favourite Croquet Set will delight children for years to come. The colourful set includes wickets, mallets and four wooden animal balls, whilst the Full Set of Mini Golf can be played indoors or out and consists of wooden golf clubs, wooden balls and three challenging tracks.

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Henes M7 Toy Fair Stand G16

Come and see us at Spring Fair Stand 3E07

The world’s most advanced ride on car

Flying Gadgets world exclusive Battle UFO

Velocity The world’s fastest remote controlled car

www.flyinggadgets.com E: sales@flyinggadgets.co.uk T: 0208 9520471

Flying Gadgets Ltd., Unit 6 Mill Yard Industrial Estate, Edgware, London, HA8 5EF

battle UFO

PREVIEW TOYMASTER

Away with the fairies Drawing FAIRYGLASS LTD 01225 436208 www.fairygoodies.co.uk

Room

Established in 2004, Fairyglass is a family run business specialising in sparkle! Owner of the Fairygoodies and Fairy Dust brands, it designs, manufactures and distributes a wide range of fairy themed products, from fairy wings to floral head garlands. In addition, Fairyglass acts as UK distributor for several other niche product ranges.

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Pel Mel Assortments is a brand new range of pocket money toys and gifts, that includes pull-back mini racing cars, chunky spinning tops and sweet little trinket boxes all presented in co-ordinating CDUs for those handy impulse buys and party gifts. Honeybake Home welcomes nine new lines in the Honeybake range, including the Café Machine - a brightly painted café-style drinks making machine, which features colourful pods to insert in the removable filter, a milk frother, two cups and a spoon. The pods are neatly stored on the top of the machine. Beautifully presented in a window box, they are ideal for budding baristas! Daisylane Doll’s House Collection now boasts a baker’s dozen of houses to choose from! Two new painted wooden doll’s houses are coming to the street. La Maison de Juliette is a romantic style painted wooden doll’s house with Juliette balcony and is painted in white, soft pinks and aqua colours.

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SCREAM WHOLESALE 08443751545 www.screamwholesale.com Scream Wholesale Ltd is a leading UK distributor of Radio Controlled Toys - helicopters, cars, tanks, buggys and truggys including their own licensed Monster Trucks, as well as electric scooters and ride on cars, kids quads and mini motos. They have a large selection of RC Toys - they stock over 56 different helicopters alone - with the largest FXD Flame Strike measuring over 1.2m! They are the UK distributor for Himoto products Electric, Nitro and Brushless - in 1:5, 1:8, 1:10, 1:16 & 1:18 scale. At Scream we have a purpose built warehouse with a state of the art dispatch system to ensure we provide an excellent service to you.

Fun on the Farm FIRST CELTIC TOYS AND LEARNING LTD 01978 280070 www.tololearning.com

Playing house LE TOY VAN 020 8979 2036 www.letoyvan.com

Let me hear you Scream!

Renowned for providing high Drawing quality educational toys, First Celtic Toys Room and Learning will be previewing the latest additions to the TOLO First Friends character range and Geomag magnetic construction range at the Toymaster show in May. Spring/summer will see the launch of TOLO’s organic farm set, enhancing the collectable world of First Friends. The new assortment will include a tractor with cultivator, a stable, pig shed and scarecrow to accompany all the farmyard favourite animals.

New to Geomag this season is the attractive Glitter collection, complete with sparkling rods and panels. Dedicated to those looking for something special containing colours with magical and sparkly effects, Geomag Glitter is available in three box sizes with pieces from 30 up to 68.

First Celtic Toys and Learning provides developmental toys that inspire imaginative and developmental play, suitable for children from birth through to 8 years of age.

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See us at

1:32 John Deere Gator

1:32 Attachment set for Siku Tractors with Front Loaders

5601 - 1:50 FarmWorld Set with Tractor & Trailer - July Release

1:32 Abbey Tanker - Special Siku Release for Ireland & UK

www.siku.de For UK enquiries please contact: Alpha Toys Ltd. Phone 0035367 63800 • Fax 0035367 63801 • info@alpha-toys.co.uk For Ireland enquiries please contact: Banaghan & Co Ltd • Co.Tipperary • Tel +35367 63800 • Fax: +35367 63801 • info@banaghans.ie

Visit us in the Carriage Suite at the Toymaster Show.

Rings around Rattle

Loopy Ball

For more information: East Coast Nursery - Tel: 01692 408802 www.eastcoastnursery.co.uk

Hour Glass Rattle

Harbour Town Squirters

PREVIEW TOYMASTER

Nothing but the Tooth!

FIESTA CRAFTS 020 8804 0563 www.fiestacrafts.co.uk

Drawing Room

For the first time in its 24-year history, Fiesta Crafts will be exhibiting at the Toymaster show. Toymaster shops have become a strong part of Fiesta’s customer base over the last few years and so it will be a fabulous opportunity to meet buyers in a friendly atmosphere. It comes at a very good time of year as Fiesta is about to release many new products which shops can try out ready for the Christmas season.

Buyers should also look out for a very generous free stock offer from Fiesta Crafts.

Let’s go fly a kite BROOKITE 01837 53315 www.brookite.com

Carriage Suite

Brookite will be featuring its 2014 range of new products at the Toymaster Show. Leading the way are the Bird of Prey Kites. These single line flying birds have strong four colour graphics and are very realistic - especially when flown at dusk. Choose from Red Kite or the cute Grey Owl. Well-packaged in a robust, re-useable bag, they come with a leaflet containing lots of information and facts (supplied by the RSPB) about these wonderful birds.

Adding to the already extensive range of pocket money kites are the new mini Pop-Ups. These kites come in three designs - a Box Kite, a Ladybug and a Butterfly. The best selling Tacker range of sailing boats has had a makeover. There are three in the range, Topper and Tempest plus a scary pirate - the Seaskull. Great fun for all ages.

A jam-packed line-up MATTEL 01628 500303 www.mattel.com

French Restauran t Visit Mattel in the French restaurant area of the Majestic Hotel where they will unveil several exciting launches, unparalleled marketing communication plans and fantastic retailer opportunities. Barbie has an exciting new energy in 2014! The number one fashion doll has a fantastic new look, new style and new packaging. Barbie’s Style Club launched at the beginning of the year and has been a great success; wearing aspirational and relevant fashions, the range invites girls to express their sense of style. Continuing the narrative of the brand, the hit series Barbie Life in the Dreamhouse continues to bring Barbie’s story to life. Monster High has a new freaktacular brand campaign, We Are Monster High, inviting current and new fans to fly their freaky-fab flags! There’s also scary new content and two new entertainment titles - Frights, Camera, Action and Freaky Fusion. Ever After High introduces new characters and ‘spellebrates’ with the exciting Throne coming in the autumn.

The beautiful Disney Princess line builds on existing titles plus introduces new additions in Sofia the First and the phenomenal Frozen.

Don’t miss out on the fun with BOOMco, the daring and brave can gear up. Get ready for adrenaline-filled fun and to try their hand firsthand, BOOMco’s head to head packs takes boy versus boy play to a new level with an assortment of awesome blaster and cool accessories. This and lots more, so pop by their stand to find out what's on offer.

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toysnplaythings.co.uk

Visit THAMES & KOSMOS in the marquee at the Toymaster show to see their new kits for 2014.

With 25 new kits to be introduced for AW 2014, and 3 brand new series, why not have a look at their offering, where any orders over ÂŁ1000 will be eligible for a 10% discount.

Call 01580 212000 or e-mail jo@thamesandkosmos.co.uk to book an appointment.

www.thamesandkosmos.co.uk

Thames & Kosmos UK is a licenced distributor of Thames & Kosmos, LLC

Come see us at a

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01494 538999

For full range visit: www.greenboardgames.com Twitter: @BrainBoxGames

PREVIEW TOYMASTER

The jewel in the crown FLAIR 020 8643 0320 www.flairplc.co.uk

South Lounge

Flair will be bringing to Harrogate some of the most exciting kid’s entertainment properties that are must haves for any toy retailer.

New additions to the Doc McStuffins range see Doc go on her rounds with the hero Get Better Talking ‘Doc-Mobile’ Clinic, featuring lights and sounds when pulled and a seat for Doc’s toy friends. The back of the clinic can even be opened up to store patient’s files.

Flair is delighted to present the new Sofia the First Jewel Playsets range, a collection of micro figures and playsets.

Sofia’s Magical Amulet is the beautiful hero line. Watch as it opens up to reveal a magical micro world featuring areas of Enchancia’s Castle.

From the makers of The Trash Pack comes a new girls’ collectable that will also be a star attraction. Brand new to the UK, Shopkins will launch in July 2014. These super cute, mini characters will be available in impulse and collectable packs and will be supported by a multi-platform campaign – ‘Once you shop, you can’t stop!’

The brand new hilarious electronic crazy pet brand, The Happy’s, is a super-soft plush collection that includes three puppies and a kitten. Each makes 25 different sounds and uses infrared technology to perform special tricks with its happy treat accessory.

The Teenage Mutant Ninja Turtles will zip along to Harrogate with the new Z-line playsets. Fans will be keen to zig-zag their figures down these high flying z-lines. Plus, fresh action figure releases include Wave 8 in May and new Throw and Battle Assortments in autumn. The theatrical release of the Turtles Movie is scheduled for October; details about the movie range are still being kept under the shell!

Flair’s new WWE StackDown construction sets will offer young fans an exciting way to connect with all the action the WWE tournaments and its superstars create.

Things promise to get truly rotten For The Trash Pack, with the Rotten Eggs series hitting shelves early this summer. Another boy’s collectable called Timargo will be available from the makers of Robo Fish.

In the world of smart device accessories, the Cupets enjoyed a successful launch in late 2013. Now not to be missed is Series 2 of Cupets, whose online world becomes a digital ice age!

This is just a small selection of what’s new from Flair.

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Ride-on by FLYING GADGETS LTD. 0208 9520471 www.flyinggadgets.com

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e Suite

Flying Gadgets Ltd. currently holds one of the most innovative and modern product lines in the world. Trading for 10 years, it has grown within the market to bring the newest products available.

Its products range from the world’s fastest RC car, Velocity, to the world’s most luxurious children’s ride-on car, Henes M7.

Flying Gadgets will be offering one of Toymaster’s best ever show deals - 30% discount on all products and free delivery!

What a catch!

ORCHARD TOYS 01953 859525 www.orchardtoys.com

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Orchard Toys is delighted to be attending the Toymaster Show and looking forward to an eventful few days.

Each year sees the introduction of new products to the Orchard Toys range, and this year at the show two lines aimed at the pre-school sector are being launched. Colour Match is a set of self-corrective jigsaws that help very young children to learn about a wide range of colours, as well as encouraging hand-eye coordination and matching skills.

Catchand Count is a simple undersea-themed game that develops counting skills, number recognition and helps with simple addition, while also teaching about game play and turn-taking. These two products are sure to become popular additions to the range.

Sales Director, Simon Prest, commented, “We are looking forward to seeing all our Toymaster customers. As usual, we will be offering all buyers some tempting deals, including free stock and special show discounts.

With the World Cup taking place in the summer, we will also be doing a promotion with our fun, addictive ‘Football Game’.”

toysnplaythings.co.uk

Bringing Learning to Life -school Award winning, developmental toys with excellent play value

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PREVIEW TOYMASTER

New launches rev up excitement VIVID IMAGINATIONS 01483 449 944 www.vividtoysandgames.co.uk

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There are eight key brands that Vivid has identified as being right up Toymaster’s street!

Look out for two innovative new items in the tech category. For girls, My Friend Cayla is an 18” doll that will delight any young girl as she talks about herself, answers general knowledge questions and more. It’s amazing what she knows!

Sparkup The Magical Book Reader makes kids fall in love with their books by adding another dimension to the reading experience, bringing the words and pages to life.

Also new is Peter Rabbit; a CBeebies programme, PR and TV advertising will support the range of puzzles, games, figures and plush.

AniMagic Rescue Hospital is the ultimate vehicle based brand for girls looking to rescue poorly animals on the go! New for A/W 14 is the Ambulance Rescue Station. Toymaster will be supporting the brand with a sponsored window from 26 May to 21 June in 130 shops.

AniMagic Plush will have three new TV advertised items: Make Me Better Pets, Sparkle My Glowing Kitty and Tickle Tum Tilly.

Phlat Ball will benefit from a seven-week TV campaign starting from Easter. The original transforming disc ball has already been showing exceptional performance even before the summer arrives!

Watch out for three innovative TV items from Crayola - Doodle Magic, an all-new less mess creative solution for infants aged 3+ years, Marker Maker and the Beadola Charm Maker.

Finally, the evergreen property Moshi Monsters is still positioned in the top ten toy brands for its fourth year. Two series launches are scheduled for May and August, so get your engines ready because this year Moshi will be launching its new range of Moshi Karts to coincide with the recent and hugely successful launch of the Moshi Karts app!

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Thinking outside the (cardboard) box HALILIT 01254 872454 www.halilit.co.uk

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Regular Toymaster exhibitors, Halilit, will be showcasing their high quality colourful toys from the musical, construction, games and puzzles and developmental nursery toys’ sectors.

What child doesn’t love playing with a cardboard box? Imaginabox are simple, practical reusable kits that turn any cardboard box into a car, train, aeroplane, cradle or oven using the stickers and accessories provided, encouraging children aged 3 and above to use their imagination when playing. From the award-winning ranges of developmental toys from Taf Toys, the new Take-To-Play Baby Gym has a sturdy plastic frame that folds for easy carrying and storage, and comes with three colourful detachable multiactivity toys that hang from the gym.

Halilit’s own branded range of brightlycoloured, note perfect musical toys, include an assortment of fun instruments which will inspire early musical enjoyment.

All shook up TOMY

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01271 336155 www.tomy.co.uk TOMY will be showcasing its full range of toy products, including Lamaze, Winnie the Pooh, Chuggington, Aquadoodle, Dinosaur Train, the fantastic range of newly re-branded TOMY infant and toddler toys, and of course the fabulous Britains and John Deere Farm range.

TOMY will be running an added value special offer across all the ranges. Toymaster is a great opportunity for TOMY to not only meet with all its customers, but a place to showcase the great new products and demonstrate key features and attributes. Make sure to drop by their stand to view the entire range at Toymaster.

toysnplaythings.co.uk

PREVIEW TOYMASTER

HTI offer the HIT brands HTI 01253 778888 info@htigroup.co.uk www.htigroup.co.uk

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HTI will once again have a big presence at this year’s Toymaster show.

There will be an excellent offer comprising a selection of toys across HTI’s licensed and in-house developed brands, as well as branded ranges available from HTI’s Global Partners distribution division including Fisher-Price, LEGO, Fantasma Magic, Disney Play Pillows, Hexbug, Fashion Angels, Playskool, Megabrands, Playdoh, Nerf Play n Go range plus Teenage Mutant Ninja Turtles lines.

The shape of things to come TRIQO +353 (0)91 521857 www.arkdiyproducts.com/triqo

Carriag e Suite

If you haven’t seen Triqo yet, then you are missing out! This amazing toy comes in the form of triangles and squares in ten bright colours, which cleverly connect together piece-by-piece, allowing the child to create three-dimensional shapes. The beauty of Triqo is found in its simplicity!

Triqo’s flexibility means children can create a whole world of 3-D structures and shapes without any limits – build a castle, a rocket or maybe a house for the family pets! The possibilities are endless, inspiring creativity in boys and girls aged 5 and older.

With packs of 50 pieces to boxes of 100 & 250, Triqo fans can extend their collection easily and affordably.

And let’s not forget Triqo Deco. What is more fun than to decorate a Triqo creation once kids have finished building it?

With Triqo-Deco they can decorate each Triqo with Deco pieces in ten trendy colours. Decorate a Triqo house or castle just the way you like it.

Find Triqo in the Carriage Suite and see what amazing show deals on offer! The 50 piece Triqo Starter Pack will have a special great value price point especially for the show.

Also on show will be some exciting new additions to the Triqo 2014 range.

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PREVIEW TOYMASTER

Building bliss K’NEX 01189 497000 www.knex.co.uk

They’ll show you a Funtime PADGETT BROS

Carriag e Suite

01226 381188 www.padgettatoz.co.uk

As momentum continues to build for the K’NEX UK re-launch programme, the Toymaster Show will see the company showcase a strong and diverse product range along with updates on the latest 360 degree marketing plan initiatives. With increased retailer demand for the unique scale and movement building system offered

by K’NEX, the company will offer a show deal with a 10% discount as well as the opportunity to receive free of charge high impact POS and in-store displays to bring additional excitement at retail. In the spotlight at the show are the new 35 Model and 70 Model Building Sets along with the new 52 Model Building Set tub, all of which are set to feature in the new and aspirational TV campaign launching in July. Pop by their stand to see the rest of the range!

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Padgett Bros will be showing their range of Funtime pre-school toys, which will give Toymaster members the choice of an excellent quality products that significantly undercut the main pre-school market. If you are looking for excellent quality toys that sell all year round and have fantastic profit margins, with over 65 items in the range, you can‘t go wrong.

Padgett Bros will also be exhibiting their range of boys‘ girls‘, creative, spring, summer and pocket money toys - with over 800 items to choose from, Padgett‘s is one of the largest toy importers in the country. Visit Padgett Bros at the show for show specials - they guarantee you won‘t be disappointed.

Go figure

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KIDS@PLAY 01291 635551 www.kids-at-play.com The Emergency bikers range all feature forward and reverse gearing, flashing lights, working headlights, a siren and engine sounds, a 6v battery recharge pack, 6v battery, and UK plug. Kids@play will be offering an exclusive Toymaster deal, giving 10% off any orders placed during the Show, and a chance to win a magnum of champagne.

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SCHLEICH 01279 870000 www.schleich-s.co.uk

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Schleich’s vast figure and accessory collections are a must for any toy store. With multiple pocket money price-points, quality and craftsmanship that parents trust, interactive point of sale options and offers exclusively for Toymaster members, there are many reasons to invest. An extension to the World of History Knights collection brings six new figures and the Big Knights Castle. From May, four new Dinosaurs will emerge to roam the planet once more. New for 2014 is the Horse Stable and fourteen newly released horses, completing the World of Nature equine play world for every young horse fan. These will add to the everexpanding Farm Life series, which includes new play sets, accessories and all the familiar species that are ever-present in the farmyard.

toysnplaythings.co.uk

PREVIEW TOYMASTER

It’s a Matt attack!

It’s a kind of magic MARVIN’S MAGIC

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SIMBA DICKIE GROUP

01582 849000 www.marvinsmagic.com With Marvin’s Magic, budding magicians of all ages can perform similar sensational effects in no time. Marvin’s Magic Made Easy range is the perfect start for any budding magician aged 6+ years with a superb introduction into the fascinating world of magic. Each set includes a clearly illustrated instruction booklet and the introduction of optional DVD instructions are sure to be a big hit.

01274 765030 www.simba-dickie.com

Pillow talk MOOKIE TOYS 01525 722722 www.mookie-toys.co.uk

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Mookie will be returning to the Toymaster Show 2014 to showcase its latest product innovations and the exciting developments made to its existing range of well-loved brands. One of the key focuses at this year’s show will be the launch of Mookie’s brand new Toys Alive range. Mookie is venturing into a completely new field with this fantastic range of products and is keen for Toymaster members to come along to the stand for an introduction and demonstration of this exciting new product. Also on show will be the hugely successful plush range of Pillow Pets as well as the Atomic Poppers, the unique shooter game, an extensive range of licensed play balls, Hello Kitty and Mr Men plush and more! Take advantage of their show offer with 5% off catalogue and selected lines, for delivery August.

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Simba Smoby returns to the Toymaster show this year. Brand new boys’ property Matt Hatter has been a ratings phenomenon on CITV and the much-anticipated master toy range from Simba launches this autumn. Simba’s premium fashion doll, Steffi Love, will be enhanced by a ground-breaking full mix 360˚ marketing campaign. Kids will engage with Steffi in the completely immersive world of Superstar Steffi through TV advertising, online games and activities, social media and Steffi’s first single release and music video.

The brightest bikes on the block KIDDIMOTO 01749 871175 www.kiddimoto.co.uk

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Kiddimoto’s latest range, the Rainbow Union Jack, has had the pop art treatment applied to it and is proving a hit with consumers at shows.

Kiddimoto’s designers based the new range of balance bike, helmet and gloves on their best selling range to date – the Union Jack – but they added vivid colours to ensure the products stood out.

Simon Booth, Kiddimoto’s MD, said, “We wanted a really bright alternative to the Union Jack, one that would stand out on shelves and attract customers to purchase it. I think we’ve hit the nail on the head with this design, it certainly is eye-catching.”

Kiddimoto’s Kurve balance bike offers kids from 3 years old the chance to gain vital confidence, balance, and coordination skills so they can ride big pedal bikes without the need for stabilisers. The all-action Kurve offers easy assembly and comes complete with adjustable saddle and pneumatic tyres.

The Rainbow Union Jack range is completed with matching helmets and gloves, offering adjustable protection for little heads and hands from bumps and scrapes. Both the helmet and gloves offer margins of 50%.

Visit the Kiddimoto stand to find out about Toymaster show deals.

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