Toys n Playthings May 2021

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Helping everyone sell more

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CONTENTS 021 May 2 6 0 No. 4 l.

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Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Editor Clare Turner clare@lemapublishing.co.uk

Regulars 5

Leader - with Clare Turner

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News - the latest toy industry headlines

10

People News - all the movers and shakers

12

Media News - the multimedia rundown

14

Retail News - what’s happening on the retail landscape

20 Toy Talk - retailers share their reopening stories 30 Trade Talk - suppliers predict their hot sellers for summer 31

Coffee Break - TnP chats to Vivid Goliath Group marketing manager (UK) Ben Hogg

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TnP Ambassadors - our tiny testers try out games and puzzles from Winning Moves

Advertisement Manager Athee Waran athee@lemapublishing.co.uk

Sales Simon Davis simon@lemapublishing.co.uk

Production Director

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50 TnP Ambassadors - our junior judges review two products from Great Gizmos 52

What’s New - new products that you need to get your hands on

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Step Back In Time: a slice of toy history from the industry’s longest-running magazine

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Don’t Miss - unmissable products for buyers

Assistant Editor Naomi MacKay naomi@lemapublishing.co.uk

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Features 37

Boys Collectables - a round-up of collectable toys for boys

46 Back To School - a look at lines for little students

Special Reports

Paul Naish paul@lemapublishing.co.uk

18

Retail Interview - with Tom Hampton, gifts buyer – toys, novelty gifts and gadgets, at Moonpig

Circulation Manager

24

The Big Interview - TnP talks to the Basic Fun! UK team

27

Retail Interview - with Paul Wohl, CEO of Argosy Toys

Robert Thomas robert@lemapublishing.co.uk

34 Retail Interview - with Polly Horton, founder and owner of Three Boys Rock

Columnists 6

BTHA Briefing - Rebecca Deeming gives an update on BTHA activities

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Trends Column - the U.S. Toy Association explores the eco-friendly toys trend

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

At the heart of retail

Media Analysis - Generation Media discusses the value of social media as a tool for communication

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Gaining Insight - The Insights Family explains why younger generations are going green

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Retail Opinion - John Ryan forecasts a brighter future for toy retailers

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The Independent – Our secret indie reflects on the ups and downs of a decade in toy retailing

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01626 835400

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www.wiltonbradley.co.uk

LEADER Clare Turner

A At the heart of retail Also by Lema Publishing

t last our high streets have them to customers,” he points out. come back to life! After three We asked several independent toy long months, springtime retailers in the first week that nonbrought relief to the retail sector, essential stores rolled back into action for with non-essential stores reopening a trading snapshot, and their responses on 12 April in the next step of the were overwhelmingly positive. It seems easing of the national lockdown. that indies are (unsurprisingly) thrilled Toy retailers across the country - and relieved - to be back behind the are hoping that pent-up demand counter. will now be released, and that Although some were initially nervous and cash registers will ring concerned that not all customers merrily again.

Indies are would stick to the ‘shop safe’ In the words of KPMG UK guidelines, their fears appear to be Head of Retail Paul Martin: thrilled - and unfounded, with no bad examples “All hopes of a strong of social distancing to date. Others relieved - to recovery now rest on report that there’s “a really lovely be back consumers feeling more vibe” in-store and “a great buzz” behind the confident to move away on the high street. from their homes and hit One remarked: “Have I missed counter the high street to browse customers? Yes, I have! Obviously the stores that have been out of from a financial point of view we missed bounds for months.” having footfall - although online kept us As we’ve discussed in previous going. But I’ve missed the banter with the issues, lockdown has led many kids and grown-ups!” readers to rethink the way they Perhaps a comment made by Jade do business. But even the ones Oliver-Deacon, owner of The Toy Shop in who have embraced online - and Okehampton, best sums up the have prospered - agree that overall mood: “The key message that there’s absolutely no substitute for has come across from our customers unlocking their doors and serving is that they’re really, really pleased that customers again.

I managed to survive the last lockdown And in many cases, some toys just and are delighted to see the shop open sell better in person; being able once again.” to touch and feel items is often an But of course, we’re not quite out of integral part of the sales process. the woods yet, and the CBI’s principal As Paul Wohl, CEO of Argosy economist Ben Jones recently issued a Toys in Essex reflects in our Retail cautionary warning to that effect.

Interview, during lockdown his baby Despite progress along the roadmap, and nursery product was probably the impact of Covid-19 restrictions are still the hardest thing to sell, because biting hard, he noted. Retailers generally “a lot of people like to see it in are still facing challenges around inventory the flesh - that’s what clinches management and their supply chains, amid the deal”. trade disruption, big shifts in consumer Amir Yusuf, owner of the threebehaviour and uncertainty over how long strong Totally Awesome toy chain some degree of social distancing could in Yorkshire, makes a similar point remain in place, he said. in our Talking Retail feature. “It’s So, what’s been your trading experience? very important for us to have I’d love you to get in touch and share people actually walk through the your story with me. You can connect with door, because our stores are quite me via LinkedIn or email me at clare@ interactive - and many of our lemapublishing.co.uk. I look forward to products sell well because we demo hearing from you!

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TableWare INTERNATIONAL

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BTHA Briefing

NEWS Tonies delivers Tonieboxes to charity To help bring the joy of play to children undergoing serious medical treatment during these challenging times, children’s audio player brand tonies has gifted 500 tonies and heavily discounted Toniebox storytelling audio devices to children’s charity Starlight.

The move is in support of the charity’s Storybox programme, which provides toys, books and crafts to children in hospitals and homes across the UK. At a time when Starlight’s storytelling team aren’t permitted to visit in person due to the pandemic, Storybox allows children to stay entertained.

Pinky Laing, UK Partnerships at tonies, commented: “We are delighted to help bring a little respite to children who are receiving treatment and are proud to be part of Starlight’s Storybox programme. Our audio storytelling devices help to engage young minds, and we feel fortunate that we can help to inspire children who are going through a tough time, with our tonies interactive audio system.”

Scrabble in the spotlight

Words written in Scrabble tiles were beamed onto four London landmarks and venues on 12 April to mark the easing of lockdown restrictions.

Scrabble commissioned a nationwide One Poll study in March to learn which words summed up Brits’ feelings and mood as lockdown eased.

Freedom, hope, relief, family and reunion were among the most popular.

As pubs are one of the top spots that we’ve all looked forward to returning to, The Royal Oak in Bethnal Green was projected upon with tiles spelling ‘reunion’, ‘joy’ and ‘beer’. Shopping has been missed too, so seen alongside Harrods was a Scrabble board displaying ‘treats’, ‘wander’, ‘retail’ and ‘therapy’.

British Toy & Hobby Association (BTHA) public relations and events manager Rebecca Deeming gives an update on the latest activities and developments at the trade body

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ast month was very exciting for the BTHA and showed the first glimpses of hope for the rest of the year, as we opened the application process for Toy Fair 2022! The show will take place from 25 January to 27 January in London. You can apply to exhibit at www.toyfair.co.uk.

We were extremely disappointed not to be able to host the industry this past January, but we are working hard towards preparing for the 2022 event, where we will once again be using the Grand and National Halls at Olympia.

The safety of all participants is extremely important to us, so we will be following government guidance to ensure we conform with all regulations and measures. We expect further guidance in the coming weeks and will update Toy Fair participants accordingly. If you have any questions regarding Toy Fair, please don’t hesitate to contact me at Rebecca@ btha.co.uk or Majen@btha.co.uk.

We have also made the decision that this year’s AGM will take place virtually via zoom for BTHA members on Tuesday 29 June.

Our physical Industry Day event has been postponed until later in the year and will take place on Tuesday 19 October at Great Fosters hotel near Windsor in Surrey, where we will host talks from newsreader and journalist Sir Trevor McDonald and Don Williams, who is partner - retail sector of KPMG in the UK, as well as a lunch and networking opportunities.

We hope that by then we can bring the industry together at a time that will be comfortable for most. More details to come.

Tiger Tribe joins the Bigjigs Toys family Bigjigs Toys has been appointed as the distributor of Australian toy brand Tiger Tribe in the UK and Ireland. The Melbourne-based business is the sixth distribution range to join the Bigjigs Toys family.

The Tiger Tribe range includes interactive sets and bath, drawing, magnet, and magic painting items. It encompasses 10 themes including the ocean, unicorns, transport, fairies, and space.

Tiger Tribe will be available to Bigjigs Toys customers from June, but the company is taking pre-orders now. Director Liz Ireland said: “I’ve admired the Tiger Tribe range for some time, so when I was offered the opportunity to take on the role of UK distributor I jumped at the chance!

This range will deal very nicely with a category that we have been looking to fill for a while. We are thrilled to be working with the Tiger Tribe team to offer this creative, activity-based range to a broad base across UK independent retail.”

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toysnplaythings.media

NEWS

Bookings open for Toy Fair 2022

Spielwarenmesse update The first-ever Summer edition of Spielwarenmesse in Nuremberg was due to open its doors in July after being postponed in January.

But following ‘unrelenting uncertainty surrounding the coronavirus pandemic on a national and international level’, show organiser Spielwarenmesse eG has decided to cancel the event and focus instead on Spielwarenmesse 2022.

Spielwarenmesse eG, CEO Ernst Kick said: “All energies will now be channelled into the regular

Spielwarenmesse which is scheduled to run from 2 February to 6 February 2022 and will take place in conjunction with Spielwarenmesse Digital.

“For the first time ever, we will be linking the indispensable experience of the live exhibition in Nuremberg with the virtual world, enhancing the participation of both suppliers and buyers whilst providing them with the best possible service. We’re looking forward to welcoming everyone back to Nuremberg for the 72nd Spielwarenmesse.”

The British Toy & Hobby Association (BTHA), which organises the Toy Fair, has announced that the application process for the 2022 event is now open.

The show will take place from 25 January to 27 January at Olympia in London.

The BTHA said: “We were extremely disappointed not to be able to host the industry this past January, but we are working hard towards preparing for the 2022 event. We will once again be using the Grand and National Halls at Olympia.

“The safety of all participants is extremely important to us, so we will be following government guidance to ensure we conform with all regulations and safety measures. We expect further guidance in the coming weeks and will update participants accordingly.’’

To apply to exhibit at the Toy Fair go to www.toyfair.co.uk. For further details, email Majen@btha.co.uk or Rebecca@btha.co.uk.

TRENDS: ECO-FRIENDLY TOY PICKS FOR 2021 One of the top trends forecast by The U.S. Toy Association for 2021 is ‘Socially Conscious Play’ - but it’s more than just a passing fad, says senior communications specialist Kristin Morency Goldman Parents are making more environmentally mindful purchases in general, and they want to instil Earthfriendly practices in their children from a very young age.

Toys, as always, are excellent tools for teaching critical values and concepts that will stay with kids for the rest of their lives.

Here’s a few examples of toys and games that will inspire greener lifestyles: Green Friends (Douglas Toys): This collection of cuddly plush is made from 100% recycled plastic, from the outer body materials to the internal stuffing, the pellets, and even the hang tags. The first wave of Green

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Toys, as always, are excellent tools for teaching critical values and concepts that will stay with kids for the rest of their lives

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Friends includes a shark, dolphin, octopus, turtle, and orca whale. All eyes are embroidered, instead of plastic. Douglas Toys is also committed to utilising shipping cartons made from recycled materials.

Rescuers game to discover fun facts about our solar system, the planets, and their positions in relation to the sun. Learn about the impact of space waste as you clean up along the way!

Springbok Puzzles (Allied Products): The chipboard in all packaging and puzzles is made from 100% recycled materials with 80-90% post-consumer waste. Inks are 100% soybased with no petroleum additives. Acid-free paper is used for the high-quality lithographs. The puzzles are made in the U.S.

Animals at Risk! (Adventerra Games): This memory game introduces children to the concept of endangered animals and the importance of protecting them. Kids match animals with their babies and learn about their habitats. The colours of the backgrounds and the illustrations on the large pieces help players match the cards.

OjO Space Rescuers Astrophysics Board Game (OjO): Play the Space

PaperCraft Fashion Parade (Educational Insights): Featuring eco-friendly

toysnplaythings.media

Toy Trust launches fundraising campaign The Toy Trust has revealed details of a new fundraising initiative. Starting at 9am on 11 June, Around the World in 80 Hours invites the toy industry to take part in an attempt to circumnavigate the globe in 80 hours (which amounts to 40,075km).

Participants can complete distances by a mix of disciplines over the 80-hour period, and can use their creativity by wearing fancy-dress or choosing unusual means of transport (no motors allowed) such as tandem bike or horseback. Traditional methods such as walking, running, cycling and swimming are also encouraged.

The event, which will be hosted on exercise tracking app Strava and is free of charge to join, is in support of two UK-based charities: myAFK and Handclapped Children’s Action Group (HCAG). Funds raised will be used to buy bespoke mobility equipment for kids and young people.

Sign up to take part at www.toytrust.co.uk/aroundthe-world-in-80-hours/ or set up a fundraising page at virginmoneygiving.com/fund/aroundtheworldin80hours.

packaging and reusable, customisable pieces, children design their own fashions using the large, easy-tocolour dolls and outfit stickers that unstick for frustration-free design and play.

Billie Eilish L.A. Live Fashion Doll (Playmates Toys): This 10.5in fashion doll based on Billie Eilish’s 2019 concert at

L.A.’s Shrine Auditorium features impeccable likeness, from her hair to her signature fashion and accessories. Fully poseable with 14 points of articulation, the fashion doll comes in sustainable packaging that transforms into an ‘on-stage’ backdrop to display the doll Check out The Toy Association’s 2021 Toy

Bandai launches Tamagotchi Pix Bandai UK is fortifying the Tamagotchi franchise and allowing fans of the virtual pet to enter the Tamagotchi world like never before with the release of the Tamagotchi Pix. This new device features a built-in camera that allows you to take pictures with your Tamagotchi character and nurture it in a new way.

Bandai explained: “It’s not just about feeding your virtual pet any more; you can now cook for your Tamagotchi character, have food delivered, explore the real world to meet Tamagotchi friends, and add pictures of the adventures with a built-in social feed.

“How you raise your character will affect gameplay in a whole new way, with new personal rooms and gameplay that dictates your character’s future profession when they go back to Tamagotchi Planet. No internet connection is required to connect with your virtual pet so you can nurture your Tamagotchi wherever you go, making for a blended experience that brings together the real world with the world of Tamagotchi.’’

DKB acquires Mightymast DKB Toys & Distribution has acquired games and sports equipment supplier Mightymast Leisure.

MD Chris Lohmeyer said: “Bringing Mightymast into the fold of DKB means we can now offer a bridge between our traditional toy side and the larger game table opportunities that Mightymast brings.’’

With new products coming through from design teams in the UK and US later in the year and into 2022, plus a new website design, DKB is looking to stock 20 to 30 key Mightymast lines including garden games, pool tables, 3-in-1 tables, air hockey and football tables.

Trends Briefing to get the lowdown on the top trends that will be driving global toy sales through the holiday season.

Learn more at www.

ToyAssociation.org/ trends. Given the rate at which the toy, play, and retail landscape is evolving, The Toy Association will provide a mid-year trend update this summer.

Founded in 1916, The U.S. Toy Association is a not-for-profit trade association representing businesses involved in creating and delivering toys and youth entertainment products for kids of all ages. The U.S. toy industry has an annual U.S. economic impact of $97.2 billion and its 1,000-plus members drive the annual $27 billion U.S. domestic toy market.

The Association serves as the industry’s voice on the developmental benefits of play and promotes play’s positive impact on childhood development to consumers and the media. It has a long history of leadership in toy safety, having helped develop the first comprehensive toy safety standard more than 40 years ago, and remains committed to working with medical experts, government, consumers, and industry on programmes to ensure safe and fun play.

The organisation produces the world-renowned Toy Fair New York and Toy Fair Dallas; advocates on behalf of members around the world; sustains the Canadian Toy Association; acts as secretariat for the International Council of Toy Industries and International Toy Industry CEO Roundtable; and chairs the committee that reviews and revises America’s widely emulated ASTM F963 toy safety standard.

MAY 2021

STEM.org recognises Geomagworld Two ranges from Geomagworld have received the Early Years STEM. org authenticated and STEM.org authenticated trustmarks.

The Early Years STEM.org authenticated trustmark was awarded to 16 new Magicubes, including items across its 100% recycled plastics range and picture cubes sets. The STEM. org authenticated trustmark was bestowed to 11 new Geomag lines, all of which are made with 100% recycled plastic.

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PEOPLE

NEWS

Basic Fun! promotes Tim Ives

Gibsons

team grows

Neil Hartley

Demi Newman

Jazmin Gray

Rachel Riddell

Games and puzzles company Gibsons has recruited five new staff.

Neil Hartley, Demi Newman, Jazmin Gray and Rachel Riddell have joined the team in the new roles of assistant accountant, customer service administrator, people & culture manager and sales supervisor.

Meanwhile, as Adam Melville and Mark Bollen leave the company after many years of service, David Eastoe joins as head of finance.

Gibsons managing director Kate Gibson said: “So much has changed over the past 12 months and they join us at an exciting time in our history. With a partial return to the office and the benefits this brings, it feels great to be able to grow our dedicated team and to give opportunities to people, especially in the current climate.”

Tim Ives has been promoted from head of sales to general manager for the UK and ROI of Basic Fun! He joined K’NEX UK in 2013 to head up the sales division and following the acquisition of K’NEX by Basic Fun! in 2018, he continued to focus on his role as head of sales.

During his eight-year tenure at the company, Tim has played a key role in developing brands including K’NEX, Tonka, Care Bears, Cutetitos, Lite-Brite and Fisher-Price Classics.

In his new post he will take on wider responsibility for the business, while remaining as the key business contact for his accounts, supported by general sales manager Lynne Swatton-Reed and head of marketing Holly Lackey.

Eve joins Thames & Kosmos Thames & Kosmos has recruited Eve Eaton as its newest sales administrator. Eve joined the company in October 2020 to help out during Q4 and the team was so impressed with her that she was offered a permanent position due to the business expanding, and joined in April.

Asmodee announces pair of promotions Asmodee UK has promoted Christina Brasier and Barry John to new roles as national accounts controllers, jointly managing its national sales team.

Having held responsibility for partnerships with suppliers and retailers including The Pokémon Company International, Tesco and John Lewis, the pair will now take on a broader remit to further expand the company’s customer and supplier bases.

“Both Christina and Barry have performed sensationally for many years as key figures in Asmodee’s sustained growth and success in the national market,” said Anil Boodhoo, the company’s national channel director. “I have no doubt that they will both excel in their new positions as they help us to take the next steps in our development.”

Toy stalwart retires after 34 years in the trade Tomy & Drumond Park Games sales director Dave Howard retired on 30 April following 34 years of service in the toy industry.

Starting his career at Hasbro, Dave spent 12 years there before joining Character Options in 1999.

He then moved to Marvin’s Magic for four years, prior to joining Drumond Park as sales director. In total, Dave worked with Drumond Park brands for 17 years, including four years at Vivid, enjoying his final two years at Tomy.

Mary Wood, general manager UK & Ireland of Tomy, said: “Dave is a muchloved character. His strong work ethic has earned him a huge amount of respect from customers, colleagues and competitors.’’

Hello Freddie!

Great Gizmos sales director Sarah Dayus welcomed a baby boy on December 28 - seven and a half weeks early! Freddie was discharged from hospital on 20 January, and has been enjoying settling into life at home. He has already been appointed as chief toy tester for Great Gizmos and is looking forward to all the fun ahead!

MAXimum delight Our congratulations to Vicki Marler-Hausen and husband Luke on the birth of baby Max. Vicki is of course best known as Vicki Elmer, running her marketing and PR agency of that name.

Grandad Keith has already put Max’s name down for a Southampton F.C. season ticket once Covid restrictions are lifted!

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toysnplaythings.media

NEWS Obituary Terry Stephens

By Malcolm Naish Terry Stephens was a popular director of C.T.S., Upper Thames Wholesalers and Youngsters, before ending his toy career close to his home in Sutton with Gibsons Games.

He was highly popular with retailers and suppliers alike and was the archetypal charming gentleman.

He also had a reputation for being a smart if not natty dresser, whether for business or casual!

His love of Arsenal F.C. was legendary but he was also a huge supporter of non-league football, holding administration positions with the likes of Dulwich Hamlet.

We understand that he passed away at the age of 85. He was a strong family man and our sincere condolences go to Glynn, Terry’s son and his family.

Obituary Bill Mobbs

By Dave Glicksman Quite a few readers will have already heard of the sad passing of Bill. After an illness only diagnosed just before Christmas, he slipped away peacefully recently.

Many of us will have spent time with Bill at the various toy fairs and spent time in his company at the golf days.

When he retired he had been working with MGA for quite a few years. Always very cheerful, Bill was a keen Spurs fan, but then nobody’s perfect!

Popular with his customers and fellow agents and reps alike, Bill will be sorely missed and we pass on our condolences to his wife Gill from us all. *Dave Glicksman was a friend of Bill dating back to their early days representing Bontempi and Paul Lamond Games.Their patch was London/south east/East Anglia.

Obituary

Obituary Barry Walker

By Malcolm Naish I am very sad to announce the passing of Barry Walker after a nine-year battle with cancer. We were great friends, having first met Barry and Brenda in the seventies when they bought Conways Arts & Crafts in Keighley, Yorkshire.

Barry was a founder member of the White Rose buying group and later was instrumental in helping to forge the various buying groups into the Toymaster we know today. A past chairman of Toymaster, Barry gave many hours of his time in travelling the length and breadth of the UK talking to prospective members and will be remembered by many for his forthright manner and great knowledge of the toy trade. He created the Toymaster golf day that was the ‘must-play’ event in the toy trade golfing calendar.

Our condolences to his wife Brenda, daughter Elaine, son Gordon and their four grandchildren.

John Lewis reveals new board member John Lewis Partnership has announced that Nish Kankiwala will join its board this month as a non-executive director.

Nish brings 40 years of experience in retail and consumer brands such as PepsiCo, Unilever and Burger King. He is currently the chief executive of Hovis, a business with more than 130 years of heritage.

Nish started his career at Unilever in a number of commercial and operational roles, before moving to Pepsico where he became president of the soft drinks business in Europe and Africa. He then moved to Burger King International as president.

Nish replaces Laura Wade-Gery who stepped down from the Partnership board when her term ended on 30 April.

Laura Wade-Gery said: “It’s been a privilege to be a part of the Partnership, to experience first hand the power of the unique partnership model and to use my external perspective and business experience to help shape its strategy and development. I am looking forward to staying connected through my family’s regular shopping habits.”

Peter Woods

By Malcolm Naish I first met Peter in the mid-sixties when he was the boss of Disney here in the UK, and immediately hit it off with him. Like me, he was a keen Arsenal fan, so once we had discussed their current form we would discuss Disney’s business here in the UK. He joined Disney in 1953 when his boss was Eddie Davis (another licensing legend) and, following Eddy’s retirement, he took over the running of their UK arm. He continued in the toy trade with stints at Ideal Toys and Western Publishing and latterly Dekker Toys.

He was chairman of the Fence Club in 1980 and is credited with setting up its Teddy Simmons golf day in 1979, which is stronger than ever today. Teddy Simmons was one of the founding members of the Fence Club.

Our condolences to Peter’s wife Barbara and three sons.

MAY 2021

New hires at Wow! Stuff Wow! Stuff has been recruiting consistently since the pandemic began, according to CEO Richard North (pictured).

The company’s latest recruits since January are design co-ordinator Ross Coffield, senior product designer on Tier 1 brands Teddy Edwards, product design engineer Steve Carpenter, product designer on Tier 1 brands Chris Jobson, and Manmit Bansal, who joins the Wow Stuff! internal Amazon team as a sales operation support officer for sales of Wow! Stuff’s key licensed brands.

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MEDIA

NEWS

Cat in the Hat is all that!

Portfolio Entertainment has secured a raft of new deals for hit 2D animated series The Cat In The Hat Knows A Lot About That! and additional sales for holiday movie The Cat In The Hat Knows A Lot About Christmas!

New broadcast partners for The Cat In The Hat Knows A Lot About That! includeSky Kids (UK) for season 2 and season 3. Sky Kids is also taking four educational games based on the show - ‘Buildama-loo’, ‘Invention Engine’, ‘Camp Time’ and ‘Arcade Escape’.

Fuelled by curiosity and imagination, the Cat leads best friends Nick and Sally on extraordinary adventures into the natural world. With the help of Thing One and Thing Two and their whimsically versatile Thingama-jigger they’ll go anywhere from the bottom of the ocean to the centre of a beehive. The Cat in the Hat ‘knows a lot’ but he doesn’t know everything, making him the perfect guide to learning and fun.

Inspired by the top-rated, fun-filled animated original series, The Cat In The Hat Knows A Lot About That Christmas! is a one-hour holiday movie, originally broadcast on PBS Kids, bringing our favourite characters together to discover the magic of Christmas.

Kittens explode onto Switch!

Multiplayer card game Exploding Kittens is now available on Nintendo Switch.

Gamers can play with friends in the same room or online, play with strangers in online play or play single-player against kitty-bot opponents.

This version of the game includes the Streaking Kittens, Party Pack, Betrayal Pack expansions, exclusive cards and illustrations

by The Oatmeal.

With millions of games sold and downloaded, Exploding Kittens is a game for players of all ages who are into kittens, explosions, laser beams and sometimes goats!

In 2020, Exploding Kittens reached the milestone of selling more than 11 million games.

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L.O.L. Surprise! joins Roblox Popular collectable dolls L.O.L. Surprise! have joined the digital world with a L.O.L. Surprise Official Party.

This kid-safe digital game, launched on April 2, brought global, popular gaming influencers into the experience playing directly with fans in the lead-up to launch.

Working with SuperAwesome’s Game With Me tool, kids have been able to experience a moneycan’t-buy opportunity to play live with their gaming heroes, as well as provide their own insights and feedback on how to enhance and improve the game play.

The free gaming experience

includes a wide range of features linked to the toy brand, including interactive doll characters, L.O.L. Surprise! outfits and accessories, fun dance-offs, surprising challenges with unlockable rewards, and more.

Designed for co-play, the game seeks to engage parents in their children’s play to create fun digital experiences for the whole family.

The game will have the highest possible safety measures in place to safeguard fans playing on the Roblox platform, including realtime AI moderation, removal of in-game purchases, and daily compliance monitoring.

Breyer horses saddle up with puppets in Piper’s Pony Tales Epic Story Media Inc. (ESM) and kids and Milkcow Media have teamed up to co-produce a new short-form series called Piper’s Pony Tales created

by Milkcow Media’s Alexander Bar ( responsible for Ricky Zoom, Wolf Joe, Ranger Rob, and Mike the Knight).

Targeted at preschoolers, the series brings the world of ponies to life through kids’ imagination using highlyarticulated puppets. The series will launch this month on a dedicated YouTube channel with Epic Story Media handling all licensing and merchandising, and global content distribution.

ESM has signed Breyer Horses as the Master Toy partner for the project in North America and LATAM and is currently in discussion with other global partners for toy and broadcast placement.

Breyer, a division of Reeves International, Inc, is one of North America’s most iconic creators of collectable horses, producing the toys since 1950.

In the series, Piper loves to daydream about having a pony of her very own. But, for now, the closest thing she has is her toy horse, Spark and her stable playset. Piper has turned her playroom at home into a sprawling setting for making up Pony Tales. Together with her best friends, Casey and Paloma, the three use their well-loved toy ponies to act out exciting adventures. And when Piper makes up stories about her best horse friends, they magically come to life.

tnp.media

MEDIA

ANALYSIS

Get ahead of

the curve S

ocial media has become a vital form of communication over the past year. Facebook, Instagram and WhatsApp have seen a 40% increase in usage, as people are turning to online to stay connected with friends and family (Kantar, 2020). Not to mention TikTok, which continues to be downloaded more than one million times a month in the UK (TikTok, 2021)!

As we slowly begin to return to normality with relaxed restrictions in movement, will we see the social bubble burst as audiences revert to the old-fashioned way of physically communicating with family and friends?

Of course, Covid has accelerated the rise of social media exponentially. However, social media is here to stay, and is expected to rise once again this year. With that in mind, it’s more important than ever for brands to use their social media channels effectively and seize the opportunity to integrate social as a key strategic lever in media planning to both engage with, and drive consumers, to purchase.

Parents spend an average daily Social total of two hours and 11 minutes media on social media. This dwell time provides and frequency provides a vital an intimate connection point for brands to two-way reach their target audience in a conversation unique way that no other media can. Other media such as linear where you TV advertising pushes a one-way earn eyeballs and blanket message - social rather than media provides an intimate twoway conversation where you earn buying them eyeballs rather than buying them.

As such, consumers have begun to expect a deeper level of connection with a brand that social media provides, and this relationship is particularly important within the toys and games sector as buying for children is often emotionally driven.

What’s more, 87% of parents consult social media platforms before they make a purchasing decision, so it’s now a requisite and unavoidable part of the consumer path to purchase.

Earning these eyeballs on social media requires strategy, as we all become more digitally sophisticated.

Persistent, impersonal and overly ‘salesy’ messaging is ineffective on these platforms and can reflect poorly on a brand. Companies must look to build an audiencealigned strategy and thumb-stopping content to ensure that audience connection is strong and brand messaging and values resonate.

Here are our top five tips for employing a successful social media strategy in these uncertain times:

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2 3 4 5

Imitate the emotions of your audience. Lockdowns are now being eased, the nation is slowly beginning to revert to a new sense of normal, and there is a sense of optimism in the air. By recognising and imitating the feelings of your audience, your followers will soon begin to resonate with you as a brand that understands them.

Amplify successful posts. The cost of Facebook and Instagram advertising continues to be extremely low. Take advantage of this to amplify some of your popular posts and increase your customer base.

Engage with your audiences. Ask questions and inspire customers to use your social media channels. Request your followers’ top tips for post-lockdown activities with a toddler and get them to use your platforms as a hub to create discussion. Encourage user-generated content and shared experiences.

Discover and search for conversations relevant to you and your brand and get involved with them. Searching hashtags is the easiest way to do this. Show active support for causes, campaigns and charities aligned to your brand strategies to demonstrate your brand values and personality.

Test, learn and refresh. Lockdown has made all of us more tech-savvy and enabled us to adopt new formats with far greater ease than ever before. Ensure you are ahead of the curve with your brand. Use a measured test and learn process and ensure you are using all functions on social media platforms (such as Reels on Instagram and Lives on Facebook) to maximise your reach and engagement and success.

Finally, discuss your social media strategy with the team at Generation Media. We’d love to talk to you about how to navigate social media for your brand specifically, so please get in touch for a virtual coffee.

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

Alex TaylorSmith, director of business development at Generation Media, explores the value of social media as a tool for communication post-lockdown

RETAIL

NEWS

Barbie partners with Zara Barbie has launched a new clothing collection with international fashion company Zara, marking the first time the two brands have come together on a complete bespoke collaboration.

The partnership includes a product and digital-led campaign, featuring an eight-piece female activewear range including a hoodie, jogging trousers, long sleeve top, t-shirts, shorts and swimwear.

A limited edition of two Barbie dolls will also be sold on Zara online. Each doll wears statement activewear stamped with ‘Zara Barbie 1959’ comprising an oversized-hoodie paired with joggers. Both dolls are fully articulated and include stands. All proceeds from sales will be going to the Spanish charity Entreculturas.

The new collection follows on from a Barbie line launched in summer 2020 that included a range of colourful printed t-shirts and bodysuits that leaned on the heritage of Barbie and its logo aesthetic. These products were exceptionally well received, and the partnership aims to build on this success.

Playmobil introduces indie loyalty scheme Toy brand Playmobil has introduced a loyalty programme to support independent retailers.

Under the initiative, customers collect stickers with every brand purchase, which they can exchange for a gift from Playmobil.

Customers collect one sticker per £10 spent on Playmobil playsets.

Once five stickers have been collected, they receive two free Playmo-Friends figures. The scheme runs to 31 December for independent retailers with bricksand-mortar stores.

For details on how to opt in and for further information, contact your sales representative.

Playmobil marketing communications manager Adam Moore said: “We are really excited to bring back the loyalty scheme to independent retailers, and reward customers for their love of the brand.”

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Moonpig presses play on gaming offer Online greeting card and gifting platform Moonpig has moved into the gaming space with the intention of becoming the ‘Home of Gaming’ for birthdays.

Moonpig’s offer is designed for friends and family to level up when faced with the challenge of a gamer’s birthday. The range is built on licensing partnerships with brands such as Nintendo, Pokémon, Sonic the Hedgehog, SEGA, Warhammer and Marvel Gameverse, but the retailer is actively recruiting more gaming brands to fulfil its vision of becoming the ‘ultimate gifting companion’.

Moonpig commercial director David Rimmer said: “Gaming represents a huge opportunity for us, and with incredible household brands like Nintendo on board, we’ve only just begun the journey to become the ultimate destination for birthday presents for every gaming fan. Our ambition is to have a brilliant range of cards that fans can’t find anywhere else and offer matching gifts for the perfect bundle.”

Asmodee launches campaign for indies Asmodee is supporting independent retailers with a nationwide ‘Love Your Game Store’ campaign.

Until 31 May, anyone who makes an in-person purchase in a participating independent retailer can enter a random draw, from which one lucky winner will receive a £1,000 cash prize.

A further 10 lucky winners will bag £50 of store credit for the retailer from which they made their purchase.

A draw will also be made for each participating retailer, offering one customer from each store a selection of free board games.

Asmodee hobby & independent channel director Roger Martin said: “Independent hobby retailers have been, and always will be, vital to our business - and we are determined to help them hit the ground running as non-essential retail reopens. They are also beloved community hubs for their customers, who we know will be just as pleased as we are by the opportunity to show their support after the challenges of multiple lockdowns.”

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F O R M O R E D E TA I L S C O N TA C T 0 1 2 3 5 5 5 5 5 4 5 O R E M A I L T R A D E _ S A L E S @ V T E C H .C O M

CONSUMER

INSIGHT

Kids going green T

he latest data from the Kids Insights and Parents Insights portal shows that the environment continues to be a key issue among the younger generations.

In the UK, over a third of preschool parents think it’s important for their children to take care of the environment - a yearon-year increase of 56%. Likewise, besides coronavirus, the environment ranks as the number one concern among teenagers in France, Germany, Italy and Spain.

They’re not just talking about the environment either; it’s affecting their purchasing decisions, with almost half of tweens in the UK saying they are more likely to pay extra for something that is sustainable.

Eco-friendly credentials are of growing importance to this generation and will increasingly affect their purchasing habits.

As kids get slightly older, they also start showing increased concerns around issues such as human rights, too. Teens in India, Australia, Italy and the UK are increasingly concerned, and over a quarter of teens in Australia, Brazil and India class this as a main concern of theirs. Brands need

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to prove their ethical and moral standing more so than ever.

What this means to you…

Retailers should take note. For example, kids are growing up increasingly aware of the benefits, risks and implications of ‘fast fashion’ stores, and teens who shop at fashion stores are 16% more likely to think about their effect on the environment, as well as 53% more likely to choose ‘human rights’ as their most concerning issue.

Companies that have a clear and transparent environmental strategy and stand for being ethical and morally right have the most chance of succeeding with this generation of children, who align themselves with a brand because it represents who they are.

Across the world, children’s voices throughout society are becoming stronger and more relevant. Children’s influence continues to grow every day.

Understanding what attitudes kids hold in real-time, and how these affect their purchasing decisions, is a critical advantage for brands.

Therefore, The Insights Family team of researchers, data scientists and developers

Brands need to prove their ethical and moral standing more so than ever

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New research shows kids are not just talking about environmental issues but changing their purchasing behaviour to reflect their concerns, reveals Nick Richardson, founder and CEO of The Insights Family

hascreated the latest version of our platform, Portal 4.0, which will open more possibilities for brands and anyone who is trying to reach their audience. The new tools will enable brands to understand the attitudes, behaviours and consumption patterns of kids, parents and families.

The new clustering tool includes Persona Perspectives. Powered by cutting-edge machine learning and using the latest theory from the world of psychology, clustering will unlock previously unseen insights into an audience and fanbase.

Having recently surveyed more than 100 professionals across the kids’ and parents’ space, The Insights Family has also found that 94% of businesses believe they do not have a sufficient understanding of the family audience. As family attitudes, behaviours and consumption patterns continue to shift and evolve, having a deep understanding of this audience has never been more important.

It’s my belief that research and data is a critical part of all our jobs. If you work in advertising, content, licensing, marketing, product development or sales, it’s an essential tool to provide understanding, test our convictions, and ultimately measure our results.

However, there are still large amounts of market research and data that are not accessible and, worse than that, quite intimidating.

And while we can do a bit of desk research or talk to our own kids, if we are honest with ourselves that doesn’t really stack up. That’s why we have set our mission to become the world’s top brands businesscritical partner.

To learn more about the attitudes, behaviour, and consumption patterns of kids, parents and families, and to get freemium access to The Insights Family real-time data portal, visit https://try.theinsightsfamily.com/ toysnplaythings.

The Insights Family (formerly The Insights People) specialises in kids, parents, and family market intelligence. Providing real-time data on their attitudes, behaviour, and consumption patterns, the company surveys more than 362,100 kids and 176,800 parents every year across 17 countries.

Last month, The Insights Family launched the latest version of its award-winning insights platform Portal 4.0. The latest iteration includes more than 11 new features, enabling brands to view, filter, interrogate and analyse extensive data at their fingertips.

RETAIL

OPINION

The future is looking bright S

o, lockdown is coming to an end. The shops are open, and that it’s possible to trade pretty adequately with fewer we may be off on holiday to somewhere sunny this summer, branches - fewer but better. if fortune smiles. But as we begin to look at some form of Two questions spring from this. If you have more than a single momentum being re-established, it’s hard not to wonder what the shop, does it make sense for this status quo to be maintained in past year has taught us, and whether there are positives as well as light of the changed conditions? Equally, if you do decide that negatives if you happen to be a retailer. operating on a multi-location basis still makes sense, have you The first thing that’s probably worth saying in this respect is that beaten a path to the door of your landlord/s to enquire politely if you’ve been relatively nimble, everything that can be found in your about the price asked for the properties rented to you? shop also happens to be available online. This may Of course, for those who own the freehold of sound like a blinding glimpse of the obvious if you’re the store from which they trade, this may be a less A while back, a large retailer (and more often than not, more is on pressing matter. But there’s also the vexed question many were offer via the web than in-store, other than in the largest of how you treat your suppliers and whether some predicting the branches), but it’s quite surprising how frequently kind of quid pro quo is involved: 60-day payment indie toy shops appear not to have been that bothered death of the high is pretty standard and 90 is not unheard of. Is it street. It may be about the web - pre-pandemic at least. worthwhile, if you manage to pull off the trick of diminished, but Yet it’s hardly been a struggle to work out that turning over your stock reasonably quickly, asking that doesn’t mean your suppliers what kind of discount will be given for if your shop has been closed and you have a transactional website (and yes, non-transactional retail we’re mourning its ‘prompt’ 30 days or less, payment? As things stand, sites do exist - think Primark) there’s a fighting chance if you can reduce the cost price, then the result passing. A that you might have been able to salvage something heads straight to the bottom line.

Lazarus-like from the mess. Indeed, one of the lessons that the last The final point that we may have learned is revival seems year has absolutely banged home is that those retailers that people do actually like shopping. Wise heads likely, and those with halfway decent virtual shops have been able to predicted that while online shopping may have that have turn their physical stores into distribution centres. worked as a stopgap measure during lockdown, by managed to How many shops have you wandered past where the time the shackles were loosened we would, as survive the Covid a nation, be champing at the bit to head down to there’s been a table at the entrance with a (usually hand-written) sign bearing the message “This is a click predations will shops/pubs/eateries, even if the conditions in which emerge from all of we can do so are still somewhat different. and collect point”? The answer is a lot and, if nothing this stronger than else, it shows that if shoppers can’t get into a store, So let’s be positive! It’s been a long it can be turned into something else that serves the road to get to where we are, and there when they same purpose (albeit browsing has not been possible, would appear to be life in our shops went into it physically at least). yet. A while back, many were And what of the online merchants? What has been remarkable predicting the death of the high street. It over the lockdown period has been the way in which many have used may be diminished, but that doesn’t mean the hiatus to open bricks-and-mortar stores. The high street, it would we’re mourning its passing. A Lazarus-like appear, is attractive to some - even when thoroughfares such as revival seems likely, and those that have Oxford Street have looked like war zones, such has been the scale of managed to survive the Covid predations closures and consequent boarding up that has taken place. will emerge from all of this stronger than But do online retailers know something that the rest of us when they went into it. don’t? Perhaps. What is apparent is that although they’ve Also worth noting is the fact that, not been opening stores, they’ve been very picky about where to put too fine a point on it, at the start premises are located and have been able to strike deals as far of 2020 there was a lot of dead wood as the price of a lease is concerned. They’ve also ensured that around. That’s no longer the case and the they only have a few outposts. This makes sense, as one of the road ahead will be peopled by those with problems for multiples has been that they are, well, multiples. stores that are both viable and places that As a nation we have been overshopped and 2020 has shown shoppers will want to shop. All is not lost.

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”

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

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...for the retailers who survived the past year, says John Ryan

RETAIL INTERVIEW MOONPIG

‘Our aim is to reinvent the gifting experience’ TnP talks to Tom Hampton, gifts buyer - toys, novelty gifts and gadgets, at online retailer Moonpig What’s your background?

I started my retail career nearly 15 years ago at Waterstones as a Christmas temp unpacking boxes in its stock rooms, and that started a bit of a love affair with retail. From there I worked in various retail and ops-based roles, before starting my first buying position in 2011.

Since then I’ve held buying and merchandising posts across Waterstones, Harrods and now Moonpig. This has been really exciting as they encompass very different sectors, from high street and luxury retail to airports and e-commerce, and as such have been unique experiences.

I’ve covered quite a few different gifting product categories over the years, including technology, book accessories, Christmas products and pet accessories. But toys is the area that I’ve worked in longest, and the toy industry is one of the warmest and most welcoming I have encountered.

Tell us a bit about Moonpig.

Headquartered in London, Moonpig Group is an international gifting platform comprising two brands Moonpig and Greetz - serving more than 12 million loyal customers

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What are your key categories?

across the UK, US, Australia and the Netherlands.

Moonpig was founded by Nick Jenkins in 2000, right after the dot com bubble burst, but he felt there was a gap in the market. We were pioneers of the online greeting card industry, and on top of this leadership position, we’ve now built a fantastic gifting business.

How would you describe your range?

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The toy industry is one of the warmest and most welcoming I have encountered

We have a really broad range as we want to provide gifts for children of all ages, including those big kids who are 18-plus.

Our main focus with kids’ gifts is to offer a great selection of birthday presents. Our strategy is to pair the perfect gift to match both the sender and recipient, however old or young the child, and however close the sender is to the child concerned - whether friend or relative. For example, we're broadening our offer to cover licensed products that may be appropriate gifts from aunts and uncles, as well as heritage products that grandparents may be more comfortable with.

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We want to make sure we have gifts for all age groups, so we cover baby, preschool, construction, arts & crafts, action toys, dolls, children’s books, soft toys, games and puzzles. At a rough count we have 40-plus brands, but we are actively looking to expand our ranges and take on more partners. So we encourage any household brands to get in touch to talk about getting their products on our site.

We deal with around 30 suppliers and we’re currently working alongside LEGO, Rainbow Designs, Posh Paws, Great Gizmos, Playmobil, Ravensburger, Winning Moves and TY UK, as well as Hasbro, Mattel and Tomy via our distribution partners.

How do you find toy products?

In a pre-Covid world, trade shows, rep visits and showroom presentations would be the norm, but it’s obviously been very different this year. Trade press has been a reassuring constant source of information, and I think everyone has become an expert in video calls and presentations.

Having said that, it’s been great to see the innovative ways that suppliers have been reaching out and highlighting their products. I’ve taken part in some virtual

toysnplaythings.media

Did you know?

Moonpig is constantly looking to add new brands to its offer, so Tom would encourage anyone with a great toys range to get in touch with him at commercial. gifts@moonpig.com. showroom tours that were nearly as good as the real thing!

What are your current best sellers?

Soft toys performed really well over Mother’s Day and Valentine’s Day, and we saw some fantastic numbers this year from this range. We launched LEGO recently on the site and that has hit the ground running, which has been exciting to see. Arts & crafts products have been consistently strong for us over the last year as customers have looked for things to do in their own homes. And our book offering goes from strength to strength.

What lines have you started stocking recently?

Apart from LEGO, we’ve been working hard to introduce a whole range of new brands to the site this year. These include Character Options Peppa Pig’s wooden range, Hasbro Games, Disney Princess dolls, PlayDoh and Fisher-Price.

What do you offer that other ecommerce retailers don’t?

What sets Moonpig apart from gifting suppliers is the fact that we’re a cardsfirst, occasion-based retailer. We’re a great platform for brands to have their products on, as we offer a seamless experience for customers. Once they find the perfect card, we use algorithms - powered by machine learning and data science - to recommend a gift that matches that card (whether that’s a gift from the same licensed range or one that matches the age and interest group). It’s a one-stop-shop experience for the customer who can order a card and gift that arrives in one neat package. And when recipients see a Moonpig box, they instantly know there’s something exciting inside.

Our aim is to reinvent the gifting

experience. We want to become the gifting companion for our customers.

And we’re doing that by using technology to make it as effortless as possible for our customers to be as thoughtful as possible. We have made significant investments in our platform and data science capabilities in the last few years to transform the business from a tech-enabled retailer into a datapowered technology platform.

Where are you taking your product offering next?

Our ultimate aim is to have a breadth of children’s products that can offer a gift opportunity for every children’s card purchase. This starts with baby products (and new baby products for their parents as well!), and proceeds across all ages and stages of child development.

Letterbox products are something we’re asked about a lot and this is a focus across all our gifting categories.

With toys, it can be a challenge to find products that actually fit through letterboxes. But it can be done, and often to great effect, so I’d love to hear more from suppliers that have great offerings in this area.

I also think we have a lot of opportunity to develop our preschool categories, particularly with learning and development toys. Any parent who has been homeschooling recently will appreciate how challenging it can be to engage children in education, and I do think this is something that a great educational toy can help with, as well as being great fun to play with. VTech is a great example of a brand that does this well. And as society starts to open up again, outdoor toys will become an increasing area of focus.

Having products that directly correspond to our licensed cards is one area of focus, and I’m looking forward to seeing products based on tentpole

Here is the list of all the toy brands currently on offer at Moonpig:

family blockbusters such as the Marvel movies and Minions 2, [due to be screened] at cinemas later this year.

Gaming brands are also a growing area for us and I’m on the hunt for gaming merchandise for kids as well as teens and young adults.

What’s the most rewarding aspect of your job?

Positive customer reactions, whether through sales numbers or feedback. The people in the toy industry are some of the loveliest to work with too.

What’s the most challenging aspect of your job?

Technology! It’s always frustrating when the Wi-Fi suddenly fails.

Where do you perceive the greatest opportunities?

The growth opportunities at Moonpig are enormous. We want to continue improving our offer to ensure we can match the right card and gift, so both the sender and the recipient have a great experience. That means extending our range, whether by introducing more branded products, working with partners on exclusive products or offering gifts for all budgets. We want the experience to be seamless, so we can offer customers a licensed card, licensed gift and even a balloon to go with it.

Where do you face the biggest challenges?

Children’s products are a particular challenge to ensure we offer someone shopping for young people an appropriate gift every time.

Grandparents buy different gifts from neighbours, friends and younger relatives. Also, sometimes the sender may not know the recipient that well.

Children of all ages are at different development stages and playground trends are enormously fast-moving.

Our children’s offer needs to recognise those differences. To enable that means we need to have a breadth of range to accommodate all, but also make the shopping experience easy for users.

Finally, what’s your favourite toy or game?

I’ve always been a fan of board games, especially ones designed to be raucous and played with excitable groups. Pie Face is great fun!

•Animal Crossing •Barbie •Bing •Brio •DC Comics •Dear Zoo •Disney •Fisher-Price •Fortnite •Friends •Gruffalo •Guess How Much I Love You •Harry Potter •Hasbro Games •Hot Wheels •Hungry Caterpillar •JCB •Jurassic Park •Lamaze •LEGO •LOL •Marvel •Mattel Games •Mega Bloks •Minecraft •Mould & Paint •Mr Men •Nerf •Paddington •Paw Patrol •Peppa Pig •Peter Rabbit •PJ Masks •Play-Doh •Playmobil •Pokémon •Shaun The Sheep •Shimmer 'n Sparkle •Shrek •Stuffaloons •Sunny Bunnies •Swizzels •Love Hearts •Tatty Teddies •Thomas The Tank Engine •Trolls 19

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RETAIL

OPINION

Talking retail

If you wo uld like t o take pa in Toy Ta rt lk, we’d lo ve to hea from you r . Please e mail clare@lem apublishin g.co.uk

TnP loves to hear your views. In the week that nonessential shops rolled back into action, we asked retailers to share their trading experiences

Amanda Alexander Owner, Giddy Goat Toys Didsbury, Manchester Tell us about Giddy Goat Toys.

It’s a small toy shop in the suburb of Didsbury in Manchester. We opened in 2012 and although small, our store punches above its Amanda weight in terms of the amount and variety of Playmobil with stock we have in here! who is h Polly, Our range is varied but I cherry-pick products be back o appy to u that I think have lots of play value or give value shop after tside the for money. I deal with about 25 suppliers and isolation fobeing in r three stock the main brands such as Lego, Playmobil months and L.O.L. alongside wooden toy ranges from Le Toy Van and Big Jigs, Orchard Toys puzzles and games, a big selection of books and lots of arts and crafts stuff from Galt, Top Model, Djeco and Interplay. There’s a Papo stand, a pocket money bay and an outdoor toys stand, along with action toys such as Robo Alive and Goo Jit Zu, plus loads of cards and wrap.

I think it’s the variety that people like. Both in-store and online, I try to make sure there’s something for everyone in terms of interest and budget.

“I’m feeling positive: customers are pleased to see us and there’s definitely pentup demand”

How was reopening for you?

Great! Monday 12 April was busy with queues outside at some parts of the day. The rest of the week was good – not overwhelming but steady – and certainly above what I would normally take on a weekday. So there is definitely pent-up demand. I’m feeling positive: customers are pleased to see us open again and there’s a great buzz. Have I missed them? Yes, I have! Obviously from a financial point of view we’ve missed having footfall, although online has kept us going. But I’ve missed the banter with the kids and grown-ups.

What do you think of the government’s suggestion of staying open until 10pm?

To be honest, shops in the Trafford Centre and the Arndale Centre in town are already open late. As we’re in a suburb it wouldn’t work for us unless everyone in the local high street did a concerted effort. But I think given that we’re open seven days a week as it is, most people can get to us if they want to.

What’s been selling well for you so far?

Footballs and frisbees. Otherwise it really is a mix of things: games, craft, LEGO and Robo Alive dinosaurs.

Have there been any surprise purchases?

I think the boy who chose a Super Soaker Nerf gun might have been a bit optimistic - and I think his parents might be in for a surprise when that’s loaded up and they realise that although the sun may be out, it’s really not that warm!

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Amir Yusef Owner, Totally Awesome Hebden Bridge and Halifax in West Yorkshire; York in North Yorkshire Tell us about Totally Awesome.

We launched in 2017 in Hebden Bridge. A second store followed a year later at The Piece Hall in Halifax, and a third store opened last year in York. We stock a wide range of high-quality cool toys, games, outdoor and street sports equipment, generally not “It’s important found on the high street. for us to have Key categories are skateboards, scooters, kites and other outdoor people walk toys, games, puzzles, RC and through the juggling props. We have about 30 active suppliers and key brands door because include Asmodee, SLAMM, Spirit our stores are of Air, Waddingtons, FTX (RC), quite interactive Big Potato Games, Oddballs Juggling and Enuff. and many of our How was reopening for you?

products sell well because we demo them to customers”

Very good. We made lots of improvements in lockdown and had the chance to source new products despite manufacturing and supply chain challenges.

Reopening was very busy with above average sales. We had only two days where we had to ask some shoppers to wait at the door. Customers have been really accommodating, patient and respectful of our Covid changes.

It’s very important for us to have people actually walk through the door because our stores are quite interactive and many of our products sell well because we demo them to customers.

What do you think of the government’s suggestion of staying open until 10pm?

I don't see the point. Footfall generally tails off by 5pm and families want to go home to have dinner and settle for the evening. So do we and our staff.

What’s been selling well for you so far?

Skateboards, kites and flying toys continue to do well for us. Family games and puzzles also remain popular.

toysnplaythings.media

than this!

Richard Barsley MD, Barsleys Department Store Paddock Wood, Kent Tell us about Barsleys.

ber [before Lockdown 3].

Then it was quieter: people were cautious to come out.

We are one of Shoppers have a lot more the few family-run confidence now and thanktraditional departfully we’ve not seen any ment stores in the area. bad examples of social distancing, Now in our fourth generation, we which was a concern of mine. Cusare pleased to celebrate 130 years of tomers are so pleased to come back trading. We provide a wide range of and there’s a really lovely vibe in the products and services store - and a good buzz on including toys. Our range the high street. It’s busy There’s a includes products from again; parking spaces are companies including really lovely full most of the day, which LEGO (always our numis a good sign. vibe in the ber one seller), PlaymoWhat do you think of bil, Ravensburger, Dickstore - and a the government’s ies, Simba and Mattel. suggestion of staying good buzz How was reopening open until 10pm? on the high for you?

If there was demand street again for it, then we’d do it.

The first day was very But there just isn’t. At busy but manageable. the moment we’re trading from It’s slightly tapered off but we’re 10am to 4pm. still a lot busier than last Septem-

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Simon Russell

We topped up on some of the core basics during lockdown, so we’ve opened with a good presentation. I think some of our forward lines are going to be delayed in coming in but I’m confident we’ve got enough in stock to satisfy most customers.

LEGO and Playmobil are our two staples. Orchard Toys has been a good favourite in lockdown because it’s educational.

And there’s been quite a surge in Squish-a-Boos from Ty. The new smaller sized one is about to be delivered, so we’re looking forward to that.

Julia Wingate Director, The Trading Post Kingsbridge, Devon

Shop manager, Crafts4Kids The Engine Yard at Belvoir Castle, Nottingham

Tell us about The Trading Post.

We’re an online family-run children’s arts & crafts Parents seem and educational toy shop.

We began in 2005 with a keener to treat focus on children’s arts & their children craft kits and hobby kits such as sewing, knitting to toys than and crocheting, and have pre-lockdown expanded since those early days. We now offer high-quality contemporary and traditionally influenced creative activity and educational toys. We deal with 50-plus suppliers and our key brands are Djeco, Melissa & Doug, Thames & Kosmos, Clockwork Soldier, Janod, Aquarellum and The Crafty Kit Company. We opened our shop in 2018.

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How was reopening for you?

The reopening has been steady. Many people are being very cautious asking children to not touch anything.

What’s been selling well for you so far?

Purchases have been varied although puzzles have been popular, and parents seem keener to treat their children to toys than pre-lockdown.

We’re a medium-sized business in the heart of a market town in South Devon.

We sell a mix of toys, bikes and beach stuff (we are three miles from the coast).

We deal with 40-50 suppliers and our key toy brands are LEGO, Playmobil and Sylvanian Families.

How was reopening for you?

Monday 12 April was great fun and very busy for us. We had queues throughout the day and not too long a waiting time - most people were mindful that others were waiting to come in next.

It’s lovely to have customers back in the shop. Everyone is so happy to browse and see the toys.

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It’s lovely to have customers back in the shop.

Everyone is so happy to browse and see the toys

“

Tell us about Crafts4Kids.

MAY 2021

What’s been selling well for you so far?

What do you think of the government’s suggestion of staying open until 10pm?

10pm is too late for me... and a bit late for a toy shop. I’m sure extended hours will suit some retail though; it’s great to have the opportunity to catch up with sales.

What’s been selling well for you so far?

On the first day we sold a whole range of items for indoor and outdoor play to children with pocket money and to parents and grandparents who were treating their kids.

Have there been any surprise or unusual purchases?

Despite a chilly start on April 12, we sold beach items, along with board games, jigsaw puzzles and bike helmets - and even a wetsuit!

21

RETAIL

OPINION

Jade Oliver-Deacon Owner, The Toy Shop Okehampton, Devon

Talking retail

Tell us about The Toy Shop.

Situated on the edge of Dartmoor in the heart of the market town of Okehampton, it’s a small independent toy shop. I used to work for the previous owner and then purchased the business. I celebrated my fifth anniversary last November and the shop has changed and evolved quite a bit in that time.

How was reopening for you?

It was nice to reopen after being closed for so long.

Like many retailers, I was quite nervous, but all my customers adhere to the social distancing measures: they use the sanitiser, wear masks and read the notices about a maximum of six people in the shop at one time. So it’s been absolutely fine.

The key message that has come across from customers is that they’re really, really pleased that I managed to survive the last lockdown and are delighted to see the shop open again.

What do you think of the government’s suggestion of staying open until 10pm?

Personally, I won’t be. I understand why the government has done it, but my customers aren’t out at that time of night. Obviously, my target audience is children, so they’re at home in bed!

Laura Clare & Samantha Clare Directors, Toys Plus Blackpool and Cleveleys, Lancashire Tell us about Toys Plus.

What’s been selling well for you?

“

We’ve struggled to keep up with demand for products that are 'timeconsuming'- those primarily aimed at the older generation and one player, such as jigsaw puzzles

Toys Plus toy shop has just celebrated its fourth birthday as our doors opened for the first time on 14 April 2017. We have one shop in the heart of Blackpool town centre, while our second shop in Cleveleys is awaiting relocation. We have a large range of toys for all age groups. Big sellers this year have been Hornby Airfix kits, Hasbro board games, LEGO and Trefl jigsaw puzzles. We deal with around 10 to 15 suppliers on a regular basis and our key brands are Fisher-Price, Hasbro, LEGO, L.O.L. Surprise, WWE, Hot Wheels and Baby Born.

“

How was reopening for you?

Reopening has remained at a steady pace. We’ve not seen a significant surge in in-store sales nor a decline in comparison to sales prior to the pandemic.

What do you think of the government’s suggestion of staying open until 10pm?

We don’t feel that there’s a call for this as we’re in a town, but it may benefit shops in cities.

What’s been selling well for you so far?

Every summer we see a significant increase of outdoor toy sales such as swimming pools and scooters.

Have there been any surprise purchases?

We’ve struggled to keep up with demand for products that are 'timeconsuming' - those primarily aimed at the older generation and one player, such as jigsaw puzzles. We’ve also seen a significant increase in educational toys and products.

22

Eugy 3D cardboard animals from Brainstorm have been fantastic. Products from Green Toys have been doing very well too, as have Orchard Toys. Other phenomenal sellers are Cry Babies by IMC and Little Live Pets from ABGee.

Lisa Clay Owner, Armadillo Toys Chapel Allerton, Leeds Tell us about Armadillo Toys.

We are a small, independent shop in a well-supported suburb of Leeds. I focus on quality toys with a high educational or play value, so we stock lots of wooden toys, toys for imaginative and openended play, crafts, books, games, puzzles and science kits. My key product categories are games, jigsaws and wooden toys, and I deal with 80-100 suppliers.

How was reopening for you?

Monday 12 April was a whirlwind - it was a fantastic day. We had queues but customers didn’t have to wait for long.

What do you think of the government’s suggestion of staying open until 10pm?

Not for me. I think that’s better suited to larger out-of-town stores. Working six days a week for nine to 10 hours a day is plenty.

What’s been selling well for you so far?

Pocket money toys and soft toys have gone very well when purchased by the children themselves. Parents are just going crazy and buying everything!

toysnplaythings.media

THE INDEPENDENT

OPINION

“L.O.L. Surprise! took the volume of toys we could sell to heights we never thought our little business could achieve”: four new LOL Surprise Dance Dance Dance O.M.G. Fashion Dolls (Major Lady, B-Gurl, Miss Royale and Virtuelle) are the big sisters to fan favourite L.O.L. Surprise! dolls

A stroll down memory lane In his farewell column, the Secret Indie reflects on a decade in toy retailing

MAY 2021

From a retail aspect, things have changed so much, too. I never thought I would see people come into my stores, scan a barcode on their smartphone, and then buy the item on Amazon while they were standing right in front of said product on my shelf! As many will agree, this is an infuriating part of the job now: having a store full of toys to showcase the best products a parent can buy for their child, only to be used as a ‘see before you buy’ elsewhere. I personally would love to bar anyone who does that in my stores (if I thought there would be anyone left to sell to!). It’s heartless, careless and occurs every day.

I think that shows the importance that I place on product. Despite the frustrations of competing with online retailers who seem set to hack the profit out of each other, I still believe the toy industry is wonderfully innovative.

“

couldn’t get our hands on enough stock. I took a big risk on this line (partly because I believed we could sell it, but also because I had to save some face after constantly pestering my sales rep that we needed more stock). We were offered 1,080 pieces of the doll on 18 December. We took the stock in and sold all but 40 pieces before we closed for Christmas.

What a result!

L.O.L. Surprise! took the volume of toys we could sell on a daily/weekly/annual basis to heights we never thought our little business could achieve. What’s more, it wasn’t a one-year hit.

MGA has done a phenomenal job in keeping this brand alive, and although they have been hurt with the pandemic and lack of footfall, it’s a testament that during all the madness of closures last year, we were still able to sell more than 2,000 pieces of the O.M.G. dolls.

My personal highlight from a buying point of view comes not from toys at all, but from confectionary. We decided about four years ago to try a stand in each store that held 600 pieces of assorted flavours of lollipops. We found a supplier who could offer the terms we needed, and they were kind enough to send samples for families, friends and staff to try. The feedback was amazing. So, we did the deal and got the stock in. In all my life of wheeling and dealing - buying in clearance and promoting toys that were stacked to the roof - I’ve never achieved sales of more than 1,500 pieces per store per year on a consistent basis.

Reflection is such an important part of life, and if I take nothing else from the flux of the current situation, I can look back over the last 10 years and recall many fond memories that keep me going - and help me focus on new memories that can be made once things get back to normal. Happy trading everyone.

The toy industry is wonderfully innovative

The wow factor Some of the products I’ve bought to sell in my stores over the past 10 years have been truly magnificent. They’ve really wowed kids - so much so that at times I’ve really struggled to keep up with demand and, as usual in this scenario, I could have sold five times what I had in stock.

One of the best items I’ve seen in my time are the original Hatchimals from Spin Master. This was really ground-breaking: the unboxing or egg-cracking was amazing for kids. My goodness, even when I was travelling by taxi to the airport, the driver asked if I could get him one!

I still struggle to believe how many of my favourite toys we’ve sold. I don’t work in a large business, but when Jakks Pacific brought out the Snow Glow Elsa Toddler Doll we

“

A

s we look to get going after the latest lockdown releases its tight grip on us (a little bit at least), I want to take a complete turn and reflect on my past decade in the toy industry.

I’ve spent the past few months complaining, dropping hints about stock issues (which hopefully were appreciated by my fellow indies and noticed by my suppliers), and raging about how we need to get things going again - so much so that I’ve run out of willpower to rant!

So, as I write this, I can't help but think about how things have altered over 10 years. So much has changed: some for the better but a lot, in my humble opinion, for the worse.

I’ve always been very focused on building relationships in the toy trade, and my suppliers have always worked really well with me because they like me. I never bang on desks or make threats, and I always treat everyone with respect. Thankfully, that doesn't set me apart from the masses as everyone is very nice to deal with.

I always showed support to suppliers when they were struggling, or tried a range they weren't sure about, and did my best to drive sales so we worked as a partnership - and this approach did give me an edge; suppliers took note and started to help me out when things needed tidying up. From there, relationships blossomed, and I always knew we could find a solution to any issue, which made my working life more enjoyable.

Little did I know how much more formal things were going to become. My major enjoyment of being a buyer - jotting notes on the back of napkins in bars until all was agreed and deals were done - has stopped now. Everything must be documented, recorded and signed off before any wheeling and dealing takes place, and that makes me sick!

23

THE BIG INTERVIEW BASIC FUN!

Opportunity

knocks

The Basic Fun! UK team discuss the company’s products, plans and projections with TnP What’s your background?

General manager Tim Ives

Tim, Lynne and Holly: Toys, toys and more toys, with a touch of golf, kangaroos and calculators! Collectively, the three of us have spent more than six decades in the toy industry, having worked for the likes of MGA Entertainment, Mattel, Flair, Hasbro, Tomy, Vivid and Lexibook.

Tell us a bit about Basic Fun! Tim: Formally known as K’NEX until Basic Fun!’s acquisition in 2018, Basic Fun! UK is a multi-line toy company playing in many core toy categories. Our extensive portfolio of brands spans preschool, plush, construction, retro toys, licensed toys, collectables - and, come A/W21, we’ll be breaking into the youth electronics category too.

General sales manager Lynne Swatton-Reed

Head of marketing Holly Lackey

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Holly: The Basic Fun! UK team is made up of just the three of us but, as the expression goes, ‘great things come in small packages!’. We’re using our 60-plus years of combined experience to support the continued growth of the business and cement Basic Fun!’s position as a top 40 UK company in the toy industry.

Lynne: While many consumers may not yet have heard of Basic Fun!, we have so many strong brands that consumers love: Care Bears, Tonka, Cutetitos, K’NEX, Lite Brite, Fisher Price Classic, Monopoly Surprise and many more. Our toys appeal to all ages and are recognised throughout all age groups.

and digital activity; collaborated with influencers; and generated online reviews through parental outreach. We’ve also invested budget in YouTube pre-roll, TVCs [television commercials] and campaigns on parenting consumer sites.

What changes have you made considering the restrictions that Covid has created?

Tim: We’re expecting footfall to be high when retail reopens. Physical retail has been missed and people have had fewer opportunities to spend their hard-earned cash in the past 12 months. Excitement for the reopening of retail, combined with pent-up savings, presents a great opportunity for the industry - especially for the likes of the collectables category, which is more affected by impulse purchasing. That’s why we’re so excited for the A/W21 rollout of Monopoly Surprise Collectables.

Lynne: With the unpredictable closure of retail stores and changes in consumer behaviour, we’ve had to be extremely light-footed; constantly reviewing forecasts and business potential to cater for changing demand.

Reacting to this change has been key to the continued success of the business.

Holly: For us, it’s been a matter of redirecting some of our marketing and PR efforts to make the most of the opportunity to engage with and connect with consumers online. To build awareness and heighten engagement with our brands, we’ve invested in social

What opportunities has the pandemic created?

Holly: With the games and puzzles category thriving, not least Monopoly, this collectable range is really going to be able to capitalise on that success.

Kids will love the peel ‘n’ reveal unboxing experience: there are five surprises to discover in every pack, including exclusive tokens, unique coins, Mr. Monopoly expressions, chase tokens, and more. Not just fun to collect, these multi-purpose collectables can also be used while playing with nearly any version of Monopoly.

toysnplaythings.media

How do you see the company developing over the next 12 months?

Tim: On a global scale, there will be continued innovation within our core categories. This is something which Basic Fun! is renowned for and we work really hard to keep up with the trends.

Take retro: this has been a big trend for us. Think Fisher Price Classics, Lite Brite, Care Bears, Tonka and Pound Puppies.

You can also expect plenty more nostalgic fun later in the year too - not just from these brands, but also in the form of a new kidult collectable that is going to be an absolute smash!

Holly: And creative unboxing is a trend that’s going nowhere anytime soon, so expect plenty of newness here. We’ll be introducing an incredible Carnival theme to Cutetitos in A/W21, which is scented to smell like candyfloss, wrapping up the delights of the carnival, with fun, vibrant designs. Of course, there’s also our Monopoly Surprise Collectables, which blend together two huge categories: games and collectables. This fabulous new collectable is bringing innovation and cross-generational appeal.

Lynne: We’re looking at double-digit growth this year, with the longer-term ambition of achieving a top 20 company position. Given the strength of our range, we’re feeling extremely confident.

Will you be looking to expand into other categories?

Tim: Absolutely! This September, we’re launching a brilliant new range, which straddles several categories: youth electronics, collectables and licensed toys. Bitty Boomers are the miniature, ultra-portable, wireless Bluetooth speakers that will change the way kids hear music through pop culture! Tiny in size but big in sound quality, Bitty Boomers are shaped like kids’ favourite characters, including Spider-Man, Venom, Darth Vader and The Child.

These speakers can be synced for extra boom and can even be used as a selfie remote. Already hugely successful in the US, we will be launching with the top six best sellers this September. To say we’re excited is an understatement!

Where do you see opportunities for growth?

Lynne: Across the board! We feel like we’re

MAY 2021

only at the very start of our journey with so many brands. Care Bears celebrates its 40th anniversary next year and consumers can’t seem to get enough of the extensive range of plush; the new Togetherness Bear will be uniting us all in 2021. Then there’s Tonka’s 75th anniversary: the Steel Classics sell-through has proven that Tonka really is tough enough to continue to grab headline sales! And not forgetting K’NEX, which unbelievably enjoys its 30th anniversary next year - so, perfect timing to bring back old favourites such as the best-selling Amazing 8 Roller Coaster.

But there are so many other opportunities for growth too. We’re only at the cusp of seeing the real potential with Lite Brite, where more than 1.4 million units were sold in the US last year. Plus, there are so many new waves arriving of our award-winning Cutetitos, with Donutitos, Carnivalitos, Unicornitos, and so much more.

“

Holly: I think one of the things we’re most excited about this year are the developments for K’NEX. After an amazingly successful year, due to home learning and how well the collection lends itself to the teaching of STEAM principles, we felt that to continue to grow the brand we needed to create easily identifiable subcategories. As such, we’re launching K’NEX Classics, a newly defined multi-build sub-segment. We’re also reintroducing the core rollercoaster builds within the themed Thrill Rides & more sub-category, which will complement the entrypoint Kid K’NEX sub-category as well as the advanced Architecture segment.

Excitement for the reopening of retail, combined with pentup savings, presents a great opportunity for the industry especially for the likes of the collectables category, which is more affected by impulse purchasing

Tim: Within the toy sector in general, another area where we are seeing scope for growth is through the blending of core categories in toys to create new opportunities. I think this is a natural progression and it’s something we’re already branching into with our upcoming launches. Monopoly Surprise Collectables combines the collectables category with the games category. Bitty Boomers blends youth electronics with collectables and licensed toys - giving collectables a new purpose.

How are you planning to support your retail partners this year?

Holly: To make sure awareness and demand is there for the full brand portfolio,

”

we have extensive marketing and PR plans in place throughout the year. We’ll have TV support on Cutetitos, Care Bears and Lite Brite, but we are also moving to where Generation Alpha are - and that’s online/digital. That’s why we’re investing in heavyweight YouTube brand advertising, plus a host of social and digital activity.

Tim: For indies specifically, we’ve got some really strong in-store branding options, including a selection of POS displays to present our ranges at their best. Plus, we’re strategically partnering with some of our retailer partners, offering exclusive lines to create a point of difference, while also complementing the core ranges.

During your time in the toy industry, which retailers have impressed you most and why?

Tim: Over the years? Too many to list! But in the past year, we’ve been really impressed at how quick off the mark Smyths Toys Superstores and the indies were to introduce click-andcollect services.

Lynne: I agree. And I do admire how John Lewis has been able to maintain its core values but move with the everchanging landscape while still supporting its business partnerships. Plus, of course, the marmite of marmites: Amazon, which has deftly reacted to the pandemic and played a vital role in supply for both consumers and manufacturers alike.

What advice would you give to someone starting out in the toy industry?

Holly: Find a mentor, ask questions, network and most importantly, don’t lose integrity kindness and honesty go a long way.

Lynne: What I love about the industry is that there’s always so much going on, so much changing, so much to do! Don’t be afraid to question, keep an open mind, listen, learn and work hard… while not forgetting to play hard too!

Tim: Listen. You learn a lot from buyers, customers, colleagues and people in the industry. Be prepared; you just can’t wing it. And learn from your mistakes - you will make them. But, most of all, have fun!

25

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RETAIL INTERVIEW Argosy Toys

Ringing the changes Clare Turner chats to Paul Wohl, CEO of Essex retailer Argosy Toys, about trading through the pandemic, new products and being proactive

A

rgosy Toys has been open continuously since 1947, making it one of the oldest independent toy shops in the UK. Based in the Essex town of Westcliff-on-Sea, the business was bought by CEO Paul Wohl’s parents back in the 1980s. Paul has been working in the store for 34 years, since he was 14 years old. He recalls: “I helped out after school, on Saturdays, and during school holidays, and became more and more involved every year. Then I went to college and started working in my own business doing something else. But in 2000 my dad said to me, ‘mum’s got to go into hospital for an operation - you couldn’t give us a hand in the shop for

“

a week, could you?’ I said: ‘Of course I can.’ And I’m still here!”

Like He describes Argosy Toys most of us as a traditional toy shop. “We little toy deal with Hasbro and Mattel shops, we’re and do a lot of business with Melissa & Doug, LEGO and Galt completely - the companies that are the stuffed to the ‘safer bets’, I guess,” he says. rafters with “Obviously, we do ‘go modern’ product 365 but I don’t like to go too far out on a whim. I try and stay days a year away from very low margin products because I don’t know if we necessarily have the turnover to handle them very well. By the time you’re the same price as the majors, you’re on 15% or 20%, and that doesn’t work for us little guys.”

Other key brands stocked

Guess what…

Argosy Toys is spread over two floors: 2,000sq ft downstairs and 1,200sq ft upstairs. In 1947 the store was opened from the front room of a shop that had previously traded as the Gas Light and Coke Company until 1939. In the 1950s, 1960s and 1970s the shop was extended forwards, backwards and upwards and had a climbing frame showroom and dolls hospital upstairs.

The upstairs closed in 1985 and was used as a stockroom until July 2020, when Paul reopened it as a showroom for bicycles, LEGO, Micro Scooters, roller-skates, Trybike 3 in 1 balance bikes, helmets, Games Workshop, Meccano, Airfix, Hornby, Scalextric, Gravitrax, Geomag and skateboards.

MAY 2021

”

are Gibsons, Galt, Depesche, Ravensburger and Brio. “Like most of us little toy shops, we’re completely stuffed to the rafters with product 365 days a year,” Paul says. “I don’t look at how much is in stock - ever - because it probably would give me a heart attack! If we sell it, we get some more.”

His product categories are education, outdoor, collectables, creative & science, LEGO & build, plush, role play, small worlds, baby & preschool, books, and games & puzzles. He describes his core performers as construction, baby & preschool, education, craft, and wooden (“we do loads of wooden railways”).

Argosy Toys is a member of the Toymaster buying group, “so we’ve got access to about 150 suppliers, but we deal with 70 to 80,” Paul says. “There’s a couple of suppliers that we deal with direct as well, such as Micro Scooters.”

So how has trading been over the past 12 months? “We’re very fortunate because about five years ago we set up an all-singing, all-dancing website,” he says. “For the first couple of years, it didn’t make us a single penny. In fact, it probably lost us money. But more and more customers were saying, ‘I looked on your website before I came here and you had this, so I’ve come to get it’. So I thought, well, the website is worth keeping,

27

Not just a shop…

because people are using it as an upto-date evolving catalogue of what’s in my shop.

“You’ll find about 5,000 to 6,000 live products on there. It really is an ‘argosy’ of products. People ask, ‘why are you called Argosy Toys?’ and I explain that when the shop opened in 1947, ‘argosy’ was still a word in common use. If you look it up, the definition is a rich cargo or a treasureladen ship or flotilla. So it means lots of lovely things, all in one place. We sell an ‘argosy’ of toys here. Of course Argos came along in the ’70s and from then on, its TV advertising has been doing me a world of good!”

A rollercoaster ride Overall, he describes 2020 as “a rollercoaster ride”. He recollects that in Lockdown 1, educational products sold very quickly: lots of pens, pencils, workbooks and wipe-clean books for teaching pen skills. Plus, “paddling pools went crazy and jigsaw puzzles didn’t even touch the floor - they were in and out”.

The shop opened again on 15 June and didn’t go into Lockdown 2 because it sells, services and repairs bikes (categorised as ‘essential retail’). But when non-essential shops were closed across much of southern England on 19 December, Paul couldn’t get bikes because his suppliers had run out, “so we had to shut. It felt like the rug had been pulled out from under us, because the last week of December is always exceptional. You can do two months’ turnover in that one week; the stocking filler trade is brilliant. That hurt. I was stocked up on board games: usually I sell 100 to 150 between Christmas and New Year because everybody thinks ‘oh, so-and-sos coming round, we’ll pop out and get a funky new party game,’ but obviously no-one could visit each other.

And of course people weren’t ordering online very much because they didn’t think they’d get it delivered in time.”

This year, the website has “really

28

come into its own”. Paul describes trading in Q1 as good, with Argosy Toys fulfilling 40% of online orders via click and collect, 40% by local home delivery (in the company’s van) and 20% via Royal Mail. He is keen to ensure his ecommerce and social media platforms work well together and is a proactive content creator.

“We focus on a range every day, get a good photo or two of it, put it on our social media pages with a link, and it seems to work quite nicely - even if it’s stuff that we’ve had in stock for ages or it’s a very well established brand like LEGO or Brio,” he says. “Reminding people you’ve got it doesn’t hurt. And then you get a few little orders for it. I put photos up on Instagram all the time because I’m always trying to remind people we’re still here. You can’t have any shame with self-promotion when you’re an independent retailer. You can’t just say, ‘oh well, we’re here we’ll wait for customers to come back to us. You’ve got to remind them every day, otherwise they’ll fall away.”

Paul also used Q1 to revamp the store’s interior and exterior. Projects included installing a new staff kitchen, repairing the roof, and completing “lots of those jobs that you can’t really do when you’re open because it’s so disruptive”. He introduced more middle racks and shelving units, so people now have room to safely socially distance. And he addressed what he calls “the creep”. He explains: “Over the years, suppliers send you stands and spinners and before long, your whole floor is taken up with them. We thought: ‘There’s nowhere to walk, let alone keep away from someone else.’ So we had a big chuck-out, which has given us more space. We refurbished and reset the shop ready for lots of new stock coming from the Toymaster spring/ summer catalogue.”

So what product launches have impressed him so far this year? He

Online travel site TripAdvisor has listed Argosy Toys as one of 12 ‘things to do’ in Westcliff-onSea, following multiple positive reviews posted by travellers which rate the retailer as ‘excellent’. Comments include ‘a great independent local toy shop, plenty of choice and value for money’ and ‘an absolutely great shop to visit; lots of stock and the staff are only too pleased to help with any enquiry’. Paul says: “We are an experience, as well as a shop. People with children treat trips to a lot of little shops as a break to the day. They think ‘let’s just go to that shop: it’s something to do, it’s free, and we can walk around and get a few ideas’… they don’t necessarily come to buy anything. It breaks up the morning before lunch for parents with toddlers.” highlights Shining Fates from Pokémon and LEGO Star Wars and LEGO Friends (“which have been tremendous”), along with Hasbro’s new Play-Doh lines.

Best sellers Current good sellers include LEGO and Gibsons puzzles, but his top performers are Pokémon and plush items such as Squishmallows and the Ty Squish-a-Boos. And, he adds, “we’re seeing signs of a skateboard craze. Whenever I drive round and see a few kids together, they’re often holding skateboards - not always my ones though. I must admit I’m a little bit upset about that; I might stop and have a word with them! Bikes have been good as well and scooters have been amazing.”

Looking back over the lockdown periods, Paul reflects that “my baby product was probably the hardest thing to sell, because a lot of people like to come in and see it in the flesh - that’s what clinches the deal. We’re one of those independents that loves to be heavily weighted in the baby and nursery section. We didn’t used to be, but we found that if you catch the customers really young, they’ll stay with you. When parents want a rattle, a shaker, a mobile or something very high-tech and you’ve got it, then they’ll come back to you for the

next thing, and the next. And as the children grow, the parents keep coming to you.”

He has noticed that “we lose kids at a younger age now than we ever used to: some at eight or nine, some we keep until they’re teenagers, and some come back as young adults to buy Warhammer and the older LEGO. It’s fascinating. I’ve got customers that I used to deal with when they came in with their children and now, I’m dealing with them and their grandchildren, which is really nice. I’ve yet to have one with a great-grandchild, but I’m probably not far off. That’s what comes of 34 years behind the same counter, I think!”

So what’s next for Argosy Toys? “Honestly, I think we’re just going to have to take each day, week, and month as it comes, and not necessarily get our hopes up that we can remain open because who knows, really?

We might have another lockdown. We all thought it was going to be over after number one, didn’t we? So I’m not getting my hopes up. But I’m very glad we’ve got a website. It’s been an interesting 2021 so far, I’d say. It’s still a bit of a rollercoaster ride - but not as much as last year. So I’m going to carry on trying to navigate the hand we’ve been dealt.”

toysnplaythings.media

CELEBRATING

1971 - 2021

Celebrating

years of the Home of Classic Characters

TRADE

OPINION

Calling all suppliers and distributors! We’d love to hear your views. Get in touch with Clare@lemapublishing.co.uk to have your say!

Trade talk

This month we find out what's going to be hot this summer, as well as how suppliers will capitalise on staycations and attractions opening their doors JACK PROBYN

KYLE MAGLIONE

UK retail marketing manager Winning Moves

International marketing & e-commerce manager Mookie Toys

What lines do you expect to do well over summer?

TP toys continues to be our best-performing brand with a number of climbing frames and playhouses being the best performers.

One of our hottest seasonal games is Giant Pass the Pigs. These giant inflatable pigs are an extension of the much-loved Pass the Pigs game, where players must throw the pigs into the air and score points based on the positions the pigs land in. The first player to 100 points wins. Giant Pass the Pigs can be played in the garden, in the pool, on the beach - anywhere. All you need is a big set of lungs and enough space to throw them in.

What lines do you expect to do well over summer?

With the current lockdown exit plan, overseas holidays may not be permitted for UK families for a while. What impact do you think this will have on your sales?

It looks like we’re going to have another year of staycations, which potentially means staying indoors (we all know how temperamental the UK weather is) for long periods of time, and enjoying some family time around a board game, card game or a puzzle.

Fortunately, Winning Moves is in the position to offer all the above: our puzzle range has increased from 12 to more than 30 lines, and our familyloved brands (including Monopoly, Top Trumps, Cluedo, Trivial Pursuit, Waddingtons Number 1, and Pass the Pigs), are guaranteed to keep the family entertained. Featuring some of the hottest licences, we’ve got something for everyone.

What are your best-selling products at the moment?

Our new Explorer climbing frame sets have already seen huge success, as has our new Treehouse Playhouse range. Consumers are responding well to the wide variety of configurations available. These products now feature some amazing accessories ranging from monkey bars and climbing walls to swing arms.

With the current lockdown exit plan, overseas holidays may not be permitted for UK families for a while. What impact do you think this will have on your sales?

We expect to see demand for outdoor toys stay at an all-time high as families choose to invest in their homes and gardens instead of international holidays.

PHIL RATCLIFFE Joint managing director, MV Sports & Leisure What are your best-selling products at the moment?

Anything outdoor-related is selling well.

What lines do you expect to do well over the summer?

Hedstrom swing & slide sets, sand & ball pits, our new mud kitchens, plus our Kickmaster football products (ahead of the Euros) - and anything wheel-related such as bikes, scooters and e-scooters.

summer - and place orders immediately.

What’s your earliest toy memory?

Roleplaying with Thunderbirds toys - with me as Virgil, my friend Tony as Scott, and my mum as Tin Tin (what was I thinking!?).

What toy or game do you wish would make a comeback?

Casdon Soccer with Bobby Charlton.

With the current lockdown exit plan, overseas holidays may not be permitted for UK families for a while. What impact do you think this will have on your sales?

Last year all our domestic stock was in short supply as proactive customers came and took as much stock as they could. With product in high demand, we would urge all our customers not to get caught short this

LISA RAYNER Trade account manager Craft Buddy What are your best-selling products at the moment?

We released our first collaborative range with Disney in March, and it’s been a huge hit! All products across the board have been successful, led by our new Disney Cards. We are really excited to develop the range further and explore more Disney characters across our cards, artworks and notebooks.

initial reaction. As we are still spending so much more time at home, we’re finding that there is true joy in crafting items to hang around the house.

What lines do you expect to do well over summer?

With the current lockdown exit plan, overseas holidays may not be permitted for UK families for a while. What impact do you think this will have on your sales?

We’ve had a great response to our seasonal wreaths. Our Spring and Easter wreaths were a real hit. We have just launched our butterfly wreath to our trade accounts and to retail and have had a very strong

We strongly believe that the craft bug has been well and truly caught and shows no sign of leaving any time soon!

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toysnplaythings.media

COFFEE BREAK

SARAH DAYUS Sales director Great Gizmos What are your best-selling products at the moment?

KidzLabs science kits and Mould & Paint craft kits. KidzLabs features a range of science kits designed to teach the basic principles of STEAM, including astronomy, biology, chemistry, optics, magnetism and much more. Best sellers in this range include Intruder Alarm, Volcano Making Kit, Robotic Hand, and much more.

The Mould & Paint range features more than 20 different titles and best sellers include Unicorns, Dinosaurs and Zoo Animals. These kits are an early introduction to logically processing multi-step projects and include everything needed to mould and decorate six different fridge magnets and pins.

What lines do you expect to do well over summer?

We expect our science and craft lines to continue to sell well over the summer. We have seen an increased trend towards buying these products over the past year of lockdowns and we don’t see this slowing down any time soon. Parents have discovered they enjoy doing projects with their kids, which is great - particularly as most of our kits are educational too.

With the current lockdown exit plan, overseas holidays may not be permitted for UK families for a while. What impact do you think this will have on your sales?

We have plenty to offer to keep kids entertained on rainy days. We had really good sales last summer, so can only hope for the same this year!

LYNDSEY SAMPLE

JULIA LOESER Science kit sales, marketing & pr manager Thames & Kosmos UK

Head of sales sensory & education, Zimpli Kids What are your bestselling products at the moment?

It has to be our new special effect Baff Bombz: Cloud, Rocket, Star & Moon.

What lines do you expect to do well over summer?

Mega Play Pack & Galaxy Slime Play, both of which are new to the Zimpli Kids portfolio. All our playtime products can be used in sensory or tuff trays outdoors such a perfect summer activity.

With the current lockdown exit plan, overseas holidays may not be permitted for UK families for a while. What impact do you think this will have on your sales?

A positive one! Parents will be on the lookout for products to entertain the kids at home and in the garden.

Zimpli products certainly keep them quiet for hours!

What are your bestselling products at the moment?

Within our board game range, our EXIT games continue to sell incredibly well. We recently introduced a new title to the existing range, The Gate Between Worlds, which is already proving immensely popular among board game novices and seasoned EXIT gamers alike. Additionally, our EXIT: The Game Puzzles, The Sacred Temple and The Deserted Lighthouse are thrilling audiences.

What lines do you expect to do well over summer?

We’re expecting a run on two of our FEAK kits in particular: the Ultralight Airplanes and Rubber Band Racers.

Affordable and easy to take along on a holiday or day out, the kits teach children in a fun way about physics.

TnP catches up with Vivid Goliath Group marketing manager (UK) Ben Hogg to find out about the company’s plans for the year What is your career background?

I’ve worked in the toy industry officially since 2010, but unofficially from when I was old enough to carry boxes, as my dad had an independent toy shop and would rope me in to help him move stock in the holidays.

After I finished university, I joined Asmodee and spent 10 years heading up the marketing team, before switching to Vivid Goliath earlier this year.

What’s your working week like?

Busy! I began working at Vivid in lockdown, which presented a few challenges - not least in meeting the team! I’m working across a wide variety of brands and we are preparing for S/S 22 previews and looking at how we can make them as successful as possible.

What’s keeping you busy at the moment?

We are working hard at developing our A/W 21 marketing plans with the team and ensuring we’re getting the marketing mix correct for each line, incorporating into our thinking more ideas than ever across digital marketing including TikTok and kids’ gaming.

What are your goals for 2021?

I came into this role with experience from the games category and I want to use that to build on the success that Vivid has already enjoyed there. The company is well-established in preschool and kids’ games but has recently expanded its offering into Goliath’s catalogue of successful party, family and strategy games including Unsolved Case Files, Escape Room The Game, Sequence, and Fireball Island.

What big launches and marketing campaigns can we look forward to this year?

We have launched a huge new brand for us in the form of Love, Diana! Our Diana range, which covers collectables, dolls, dress-up and cosmetics has already had a strong start since launching in December. Look out for the Magic Music Castle Playset coming this A/W.

Do you supply tourist attractions with toys and if so, do you anticipate a boom in sales?

Yes, we do, and I think we will certainly see an increase in sales.

What’s your earliest toy memory?

Sindy dolls.

MAY 2021

31

L A I C E P S S R O D A S S A B AM

! n o s i e am

g e h T

f games o y t e i r ith a va w Moves n u g f n i d n a n h i s g tester s from W n e z u z o i y u r q Ou and

Herbie sa I liked ys: to

see ho high I w could t the pig hrow s!

Dad Paul tried out the new Giant Pass the Pigs game with his children Poppy, 12, and Herbie, 8. In this twist on an old classic, the two small pig ‘dice’ have been transformed into big inflatable pigs. Throw the pigs and see how they land. You score different points if they land on their back, on their snout and so on. First to 100 points wins.

Paul says: “We were excited to play the game, as we’d played the original and really enjoyed it. But the addition of pigs that squeak AND squirt water just takes it up a notch. Lots of fun and laughter was had, and we got very competitive! It was quick to set up, too.

It’s a great new spin on a classic and we are looking forward to taking it away on a camping holiday this year.’’

Six-year-old Harry played the Top Trumps World Football Stars game from the Top Trumps stable.

Mum Sarah says: “This game takes the Top Trumps card game to the next level.

You play with a ‘team’ of 15 of your favourite footballers and must match five football players in a row. But there’s a twist - if your opponent has the matching Top Trump card they can win.

“Harry really enjoyed the game. It took him a couple of goes to grasp the rules and then he was away! He didn't recognise all the players - but there are famous ones such as Harry Kane and Deli Alli - and his older brothers were able to help him.

The game “The rules are simple, so it’s is good for two younger children amazing! to play together and it’s a nice, quiet calm game to keep them occupied while I’m getting dinner ready. I also like the fact that it can be packed away into a case so the pieces won’t be lost.’’

Harry says:

Poppy says :

This is a real ly fun way to play a family gam e

A good time is on the cards!

Annabelle, aged 10, loves playing Minecraft, so she jumped at the chance to have a go with the Top Trumps Special: The Independent and Unofficial Guide to Minecraft cards.

Mum Jo says: “Top Trumps is a game that kids and grown-ups are familiar with, as the format has been around for a long time. Annabelle really engaged with it because she could learn

new facts. It’s portable too, so can be played anywhere - and it gets children off screens!

“It’s really easy to set up - simply deal the cards between the players and start the game. The How To Play card is clear and in a numbered list, which helps children understand the rules. I also liked the last point, that gives you an option of how to finish the game quickly (which is good for children who can’t concentrate for too long!).’’

“There’s lots of information on the cards; they show what country the players are from, plus details such as how many goals the players have scored, their birth dates and how many trophies they've won. Jayden really liked the fact file sections.

“This game was easy to set up and can be played with friends, family or school classmates; it could also be played if you were sat on the subs bench on a match day.

The fact that both sets come in a portable case is a bonus, and makes them easy to pack and take on days out or holidays.''

Jayden, aged eight, has been avidly watching reruns of the Harry Potter films on TV, so he was really keen to play the Harry Potter Top Trumps Quiz with a Twist. Mum Amy says: “Jayden and I both liked the eye-catching case and loved the detailed illustrations on each card.

It’s fun He also liked the fact t o t r y and be that the cards come at with the answers, so oppon your Jayden say ents he can check when s: It makes m he’s playing with e want to wa other people.” tch the films all She adds: “The game was o ver very easy to set up and fun for again! all of us to play. We will definitely play it again and again.’’

Jaden also played with the World Football Stars Top Trumps. Amy says:

Annab elle says:

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Contact

Winning Moves 01706 558539 www.winningmoves.co.uk toysnplaythings.media

RETAIL INTERVIEW

THREE BOYS ROCK

Polly Horton’s husband Jon and their two sons Jonty and Jem were the inspiration behind the company’s name

Three Boys Rock founder and owner Polly Horton

Carving a niche

Clare Turner talks to Polly Horton, founder and owner of Worcester-based online toy retailer Three Boys Rock, which specialises in products aimed at but not exclusively for - boys

I

n October 2014, Polly Horton launched a specialist online shop called Three Boys Rock. Her goal is to offer ‘a single site with a collection of fun, sometimes quirky, gifts and lifestyle products aimed at - but not exclusively for - boys aged from seven to 15 years'.

Polly explains: “Between us, my husband and I share two sons, five nephews and six godsons. We love boys - they’re creative, inventive, sporty, noisy, techie, upfront, honest and kind - and we’ve always strived to give them original gifts that they’ll actually love and use. But aside from balls (cricket, rugby, tennis, to name

“

a few!) and LEGO - which we love but already have a house We’ve full of - we increasingly found always buying unique, quality presents strived to a challenge.” give boys At the time, Polly’s sons were aged seven and 10, and she original gifts spotted a trend when birthdays that they’ll came around: gift-givers tended actually love to opt for vouchers or hand over and use cash in an envelope. She recalls: “It was so uninspiring - and not much fun for the kids. At their age, I loved getting a present through the post.

But people seemed to be floundering. I just thought, there’s got to be more out there. So off I went on my little search.”

”

Toys for boys?

In a culture where gender neutrality is becoming more visible, how does Three Boys Rock fit in? Polly says: “We used to say, ‘gifts for boys’ aged seven to 14 and we now say, ‘gifts for ages seven to 14’. We’re not specific on sex because we assume people will look at the name of the company and assume it’s boys, but we have moved away from being boys only.

“A lot of our products are unisex now, such as science, outdoor, board games, and our best-selling Mindfulness Wristbands. However, we don't specify that we cover girls because I think people looking for something ‘girlie’ would be disappointed by our range...”

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Her “little search” took her to three trade shows: Spring Fair, Autumn Fair and Toy Fair. She looked for her first four or five lines and quickly concluded: “Yes, I think there’s a business here actually.” So what’s Polly’s selection criteria? “Nothing licensed and ideally nothing stocked by multiples. We offer something that grannies, parents and godparents would like to give - but which is modern enough that kids want to receive it.”

The first product that caught her eye was from The Pixie Crew. It’s the ‘Design Your Own’ Pixel Pencil Case: a front silicone board has points sticking out where you can attach colourful mini pixel squares to make your case look original. She recollects: “I thought: ‘These are so cool.’ You use the squares to make a new design. And it’s become a very popular product for us.”

Polly now lists just over 200 products on the site, sourced regularly from around 12 suppliers and occasionally from a further 10 to 12 companies.

She focuses on toys either designed or manufactured in the UK - although products do filter in from other parts of the world. Key names include Hacche Retail, Ridge Skateboards, Big Potato Games, Kikkerland Design, Gingko, Marvin’s Magic, Wraps, Sting In The Tail and Thames & Kosmos.

toysnplaythings.media

■ Hacche Lingo Playing Cards: each card in the pack features the translation of a foreign language word or phrase

Best Sellers

■ Refocus Bands Mindfulness Wristbands: each stretchy fabric band has a positive affirmation on the reverse ■ Sting In The Tail Iconic Sports themed washbag gifts eg ruby, cricket, football, tennis, running, mountain biking ■ Big Potato Games Herd Mentality party game

She is a big fan of the latter’s science range “which consistently sells well. I think people like to give something educational that’s not overtly educational - and certainly grandparents, aunts and uncles like to give something that kids can ‘do’ rather than just something that clutters up their bedrooms. There’s definitely been a move towards ‘doing’ toys rather than necessarily ‘playing’ toys, if that makes sense.”

As many readers know, starting up a business involves a steep learning curve. “It was sort of trial and error in the early days,” Polly says. “Launching in October was a bad time of year, but it was really interesting to gauge sales. Obviously, the beginning of the following year was quiet, so I could source new products and work out where things had worked and where they hadn’t. For instance, I used to sell kites and then found that because they’re so long and thin - and expensive to post - it wasn’t really viable because I do free shipping. But I’m debating going back to them, now that I’ve got better systems set up.’’

Alongside the website, Polly also exhibits at consumer shows (in normal times). She takes Three Boys Rock on the road to school events, charity functions and Christmas fairs, including Spirit of Christmas at Olympia. She reflects that in 2019 she “did 30 days, just in November - and some weeks I had three events at the same time and was overlapping. So I got people to help me. It’s exhausting but the turnover is good’’.

MAY 2021

Of course during lockdown there have been no events. So instead, Polly founded The Online Summer Fair 2020 and The Online Christmas Fair 2020 to complement the physical fairs she does, while potentially helping fellow indies find more virtual sales - and 62 and 115 member businesses respectively signed up to take part.

Polly also tries to keep active on social media and has doubled her followers since lockdown. “I love Facebook, I tolerate Instagram and I do giveaways at the moment,” she says. One marketing tactic she swears by is sending mailshots to existing customers. “Statistically they are your best chance at sales,” she asserts.

“I think people are so busy chasing large numbers of social followers that they forget. In 2018, I was so busy on the fair circuit that I didn’t really get round to doing mailshots.

My online sales were lower than the previous year - and that’s the only year I’ve had a dip. It was because I disregarded my customer base. I learned a big lesson: make sure you look after the people that are on your email mailing list.”

Mailshots take more time than a quick social post, but Polly says it’s worth the investment. “When I was out and about, I would literally just take a picture and say ‘this is selling well’ - and again, my online sales dropped. It’s like being on the phone when a customer walks into your shop.

If they’re not ‘being’ with you, then they’re not going to buy from you.’’

“

There’s definitely been a move towards ‘doing’ toys rather than ‘playing’ toys

”

She takes care not to post too often, following sage advice she heard in a seminar at Autumn Fair.

“This guy said: ‘Content that sells, doesn’t. Content that helps, does.

Don’t always sell. Sometimes just try to help.’ Your customers might think ‘I don’t want to buy toys this week, so I’m not going to bother reading the email’. But if you try and help…

I once did a post on social media, which I then sent on a mailshot, of our home toy cupboard. I tidied it, sorted it all out, removed all the games that my kids were too old for (ready to haul off to the charity shop), and took ‘before’ and ‘after’ photos. It was our highest ranking photo in six months - just because people thought, ‘oh, I’m going to do my toy cupboard too’. Sometimes you have to NOT be selling.”

Since lockdown, online sales have thrived for Three Boys Rock but

35

RETAIL INTERVIEW THREE BOYS ROCK turnover overall for the business is down because of the lack of live events. However, in March, sales slowed. “I think parents were excited to get their kids back to school and so weren't in the mood to buy them anything extra,” says Polly. “But we normally see an uplift in outdoor toys over the Easter holidays. And more so than ever before, I’m going to buy in some amazing summer products. I don’t normally get too fussed about summer because I don’t want to be left with stock that doesn’t sell for the rest of the year. But I think that as soon as there’s a glimmer of sunshine, people are going to be outside as much as possible. So my focus on purchasing is prioritising really good garden and summer stuff.”

With sales going well generally, how has Polly been sourcing enough stock without trade shows?

“I was lucky,” she says. “I went to Toy Fair and Spring Fair last year… it seems like a lifetime ago now, doesn’t it? So I’ve got products I found lined up to introduce this year. And I’ll probably talk to my existing suppliers and see if any have been inventive with what they’ve got coming out. But if I can’t find some little gems, it’s going to be difficult.”

Fortunately, she’s kept catalogues and brochures from all the trade fairs she’s ever attended and always takes copious notes, “so even if I don’t pursue a product at the time, I can go back through the pages, see if anyone’s come up with anything fun, and approach them. In the absence of trade shows, I’ll literally go back to my notebook”.

So what’s next for Three Boys Rock: is a clicks-and-mortar shop on the cards? “I would never want to staff anything all year round,’’ says Polly.

“I’m a bit of a free spirit so I don’t like to feel beholden to anything.

I don’t want to feel that I must be somewhere at 8am and can’t leave until 6pm. But I’m quite tough on myself and I’m always trying to learn.

Being your own boss is fabulous but it’s also exhausting, because you always think I could do one more marketing post, or listen to one more seminar… You have that pressure - but I prefer that to routine.”

While high streets are coming out of hibernation across the UK, Polly has plans of her own. “We’re going to run 48-hour flash sales for specific product sets each weekend from now until the end of May to see if that pulls additional traffic to

36

the website,” she says. “We’re also offering free gift wrapping, so it’s an easy way to send presents direct to nieces, nephews, godchildren and friends that you can't see in person.”

Looking ahead, she intends to push the boundaries of her online presence further. As she points out: “I can’t rely on [exhibiting at consumer] fairs - I don’t know if they’re going to happen, or if customers will go if they do happen. So I will be running more virtual events.” One example is The Online Summer Fair 2021.

Scheduled to run from 14 May to the end of June, 75 member businesses have signed up so far.

In fact, Polly’s self-proclaimed ‘lockdown project’ has developed into a small business mentoring and support service as well. She explains: “Members pay me a fee and I take care of them - my relationship with these wonderful businesses is so strong, even though I've never actually met most of them!

“During each Fair I continuously market each business with posts on social media and nightly live chats on Instagram. I also do Zoom tutorials to coach members on how to maximise Instagram and Facebook and use the Canva design app. They also phone or email me at any time of day or night with queries and I help them on a one-to-one basis with advice on how to set up their Facebook shop, edit a picture - anything really.

“I’m always up to something!” concludes Polly. As for her own business: “I’m pleased with my sales figures last year - they were significantly up on 2019. My mailing list has grown, and my followers have grown too. So I don’t see any reason why my sales can’t continue to grow this year.”

“

As soon as there’s a glimmer of sunshine, people are going to be outside as much as possible.

So my focus on purchasing is prioritising really good garden and summer stuff

”

What's in a name?

What was the thinking behind the name of the business?

Polly says: “I chose ‘Three Boys’ because I ended up with a number of boys and decided that ‘Four Boys’ wasn’t clear if it meant ‘Four’ or ‘For’ and likewise ‘Two’ or ‘To’. I’ve got two sons and a husband, so I ended up pitching in on ‘Three Boys’. It makes no sense really - but people like the branding of it. I always get comments about the name,” says Polly.

“We went to CarFest [an annual family music and motoring fundraising festival created by radio presenter Chris Evans] and had a big banner saying ‘Three Boys Rock’ on our gazebo, and so many families with three boys took photos standing under the banner. They loved it!

We ended up doing daily posts on social media about them.

“And when I go to the bank to pay in money, the cashier says: ‘Gosh, what does your business do?’. It always brings a conversation with it.”

toysnplaythings.media

FEATURE

Spin Master

BOYS COLLECTABLES

Ask the retailers What products do you stock in this category and which are your best sellers?

Boys and

Bandai

their toys With toys shops open, hopefully boys will be popping in after school and at the weekends to spend their pocket money on the latest collectable.

So what’s looking popular for this summer and beyond? TnP finds out...

C

ollecting can prove not only to be a fun hobby, but if you’re patient enough, it can be quite profitable too!

One of the most popular collectables according to our indie retailers are Pokémon cards, and one of the rarest from 20-plus years ago could be worth more than £200,00! The 1999 Holographic Shadow-less First Edition Charizard, with a ‘PSA 10 Gem Mint’ rating, recently sold on eBay for $311,800 (£226,761). Even more common cards such as the Charizard Holo cards from the 1999 base set are known to fetch between £3,000 and £7,000, despite the fact that there are more than 10,000 in circulation.

This fun fact was revealed in a new study by Money.co.uk, which showed the most popular and valuable collectables around the world.

So what about today’s collectables for boys? Spin Master is well known in the category and offers a wide range, with Monster Jam vehicles, action figures from Batman, and Bakugan battling toys.

However, it’s skateboarding that’s proving most popular at the moment, as marketing manager Simone Palombi explains: “We’ve found that due to the increased popularity in skateboarding over the past year, there has been a significant drive in sales of Tech Deck Fingerboards.’’

Robots and tech toys are also gaining in popularity, and Thames & Kosmos has just the thing for boys aged six-plus: “For 2021 we are expanding our robotics offering with the introduction of ReBotz, which is due to arrive in the UK in September,’’ says Julia Loeser, science kit sales, marketing & PR manager. “ReBotz is a series of four motorised robot pals that spring into action from a heap of scrapyard parts. Children can

MAY 2021

collect all four models and the different robot parts are all interchangeable, which will keep inquisitive engineering minds engaged.’’

With screens and games such as Fortnite luring boys in particular away from the toy shop, how are suppliers trying to encourage older boys towards the collectables market?

“Our collectables core target is children aged five to seven, however, we have seen some items, such as toys from the Tech Deck brand, gain popularity among older children due to the skills needed to use them,’’ explains Simone. “Similarly, Bakugan items are steered towards older children as there is a level of skill and ability required to play with the toys alongside their collectability aspect. Children are indeed spending increasing amounts of time looking at screens or playing video games, but the appeal of physical toys and roleplay still remains strong, as does the challenge and mystery of collecting.’’

Julia adds: “2020 has seen a significant rise in STEM toy sales. We think this is due to the fact that it compromises children’s desire to stay on electronic gadgets but also opens up new ways for parents to introduce young children to STEM.’’ When it comes to collectables, ‘the next big’ can be key, and Simone believes “there will be a continued demand for all things skateboard-related.

We predict that anything with ‘the fiddle factor’ will remain successful.’’

Retailer Aamir Yusuf, owner of Totally Awesome shops in Yorkshire, concludes: “Even though we encourage kids and families to get away from phones and tablets, collectables that interact with a virtual world will no doubt be the next big thing.’’

We didn’t stock Pokémon until this year, but the popularity has surprised me. As soon as new ranges hit the shelves they fly.

We will be expanding our range of Pokémon this year. Pokémon and Warhammer are our current core brands. For us, Warhammer tends do well from ages 12 to 18. Then there is generally a gap as they discover university and the pub - and then come back into the hobby at 25-30-yearsold. Pushpoppers [from H Grossman under its HGL brand] have been doing well for us.

And we are looking forward to getting stock of Loopy Loopers [from Asmodee].

Brendan Will, Will’s Toy Shop, Aberdeen

Our best sellers are Schleich Eldrador creatures. We have always done well with Squishmallows; customers ask for them every day.

Lisa Clay, Armadillo Toys, Chapel Allerton, Leeds

We stock Schleich animal figures and sales always ticks along. We don’t see great surges, although I have a lad who collects them.

He saves his birthday cash and pocket money, so we have a bit of a peak in the week when he comes in and suddenly splurges on them!

Richard Barsley, Barsleys Department Store, Paddock Wood, Kent

We stock a range called Arty Toys

by Djeco, which is really popular.

Kids always come back to add to their collection and are excited when we bring out new characters we have a huge Arty Toy character in the shop that children love!

Simon Russell, Crafts4Kids, The Engine Yard at Belvoir Castle, Nottingham

Our two best sellers are Pokémon and Yu-Gi-Oh cards. We find a lot of teenage boys are still keen collectors of Pokémon and Yu-Gi-Oh cards.We are planning to bring in a wider range of Pushpoppers.

Samantha and Laura Clare, Toys Plus, Blackpool and Cleveleys, Lancashire

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FEATURE

BOYS COLLECTABLES

A monster of a collection!

FLAIR 0208 643 0320 www.flairgp.co.uk

A myriad of options MATTEL 01628 500 000 | www.mattel.com/en-gb Mattel offers an impressive range of boy collectables from its portfolio of brands including names such as Hot Wheels, Thomas & Friends, Jurassic World, Disney Pixar, WWE, and Minecraft.

In 2021 Hot Wheels introduces Disney Character Assortment to its diecast range. The assortment of 1:64 scale vehicles with realistic details and authentic decos is as magical as the characters they represent.

Expanding the world of Hot Wheels Monster Trucks is the new Monster Maker. This item integrates Monster Trucks and 1:64 scale Hot Wheels cars to deliver an entirely new way to play. The assortment has different coloured truck chassis, and each comes with two Hot Wheels diecast to mix and match.

From Flair and Just Play comes an exciting selection of boys collectables. The monster war ranges in the boys aisle as Flair celebrates the release of Godzilla vs. Kong with its collection of MonsterVerse figures. Adding to the Classic Toho figure assortment, Flair introduced a selection of movie figures at the start of this year, including 6in articulated figures. Having launched with five figures to collect, Flair has since unveiled a special monster character - Mechagodzilla - following the announcement that Godzilla vs. Kong would see the return of this formidable character. Like the other figures, Mechagodzilla features an impressive attention to detail, including removable chunks of flesh!

There are also larger articulated characters available: look out for the 11in Giant Godzilla and Kong assortment, as well as the 13in Mega Godzilla and Mega Kong figures, which have lights and sounds features, and a mechanical battle action.

Jada speeds ahead SIMBA SMOBY TOYS UK 01620 674 778 uk.simba-dickie-group.com/en/home Revved up and on the way to a strong year of growth is Simba Smoby Toys UK’s collectable die-cast vehicle brand Jada Toys. Celebrating the best in action film merchandising with scaled replicas of the most memorable wheels, these models feature an impressive level of detail. A must-have for any Bat-fan is the collection of 1:32 scale Batman vehicles: each of the six packs contains a metal figure and vehicle modelled on Batman’s on-screen appearances.

The Fast & Furious collection, which is also part of Jada’s Hollywood Rides series, will enjoy greater traction this year with the release of the F9 movie this month. Fans can collect cars from the eight-film, multi-billion-dollar franchise, as well as new additions from Hobbs & Shaw.

Meanwhile, there’s an egg-stra helping of collectable fun to be had with the Ryan’s World Mystery Eggs! Boys can create their own unboxing videos as they crack open the bright

38

yellow egg to reveal a free-wheeling 1:64 die-cast fantasy race car hidden inside. With 12 die-cast vehicles waiting to be unboxed, including the Combo Panda Speedster and Ryan’s Muscle Car - plus one chase model - the race is on to collect them all!

A must-see in the Jada Toys collection is the 1:24 scale diecast range inspired by Marvel’s superheroes. From SpiderMan and Iron Man to Black Panther, Groot, Black Widow and Venom, Jada takes the appearance of each character to deliver a fun, instantly recognisable range that is packed with Marvel appeal.

Each Marvel vehicle comes with a 2.75in figure of the character that inspired it. A popular choice in the range is the Groot 1963 VW Microbus, with tree vines painted along the van’s side panels. Or for something a bit fancier, there’s the Black Panther Lykan Hypersport.

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ALPHA TOYS LTD Batchworth House, Church Street, Rickmansworth, Hertfordshire, WD3 1 JE Tel: 00353 67 63800 Fax: 00353 67 63801 E-Mail: info@alpha-toys.co.uk

www.bruder.de

FEATURE

BOYS COLLECTABLES

Adventure time VIVID TOYS

01483 449944 vividtoysandgames.co.uk Ryan’s World continues to go from strength to strength, with the Ryan channels racking up more than 4.3 billion UK lifetime views (YouTube data, January 2020); Vivid’s retail sales up 15% for the year-to-date (YTD); and the brand holding its own as the number three property in the preschool toys category (NPD YTD data, August 2020). Off the back of the overall brand success, Vivid is launching a range of new product for 2021.

Ryan’s World Tour is a key new brand initiative, with a product range based around Ryan and his adventures learning about different countries. The line includes new collectable figures and playsets from all four corners of the globe. Collect 80 different versions of Ryan and his friends, each with a unique style and flag sticker for the country they represent. The core of the range focuses on its collectability with single-figure Mini Globes, two-figure blind bags and a six-pack of figures allowing children to build their collection.

In addition to the new World Tour range, the core range of product will be bolstered with new series of all the key collectables including Series 7 of Mystery Figures, Mystery Putty and Mystery Squishy Figures, which sold more than 600,000 pieces combined in 2020. Additional refreshes will be introduced across the range, with some big news coming for A/W21.

Action-packed play SPIN MASTER

Build and move MOOKIE TOYS

01525 722769 | www.mookie.co.uk This year Silverlit will launch BioPods: robotic creatures in pods with three options to choose from including BioPod Single, BioPod Duo and BioPod in Motion. Build them up and watch them move! Pick up the BioPod Single or BioPod Duo and build your creatures to reveal what lies inside. Each BioPod Duo also includes a special glow-inthe-dark creature! BioPod in Motion is a bigger, terrifying build-your-own robot with gesture control and frightening sound effects.

Biopods are targeted at boys aged five and above.

They offer an exciting buildable aspect that will steer children away from their screens, working towards building their BioPods to play with. Make sure to collect them all!

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01628 535 000 | www.spinmaster.com Spin Master offers a wide range of collectables for children of all ages. For younger collectors, there’s a selection of figurines from Paw Patrol, while older collectors have the pick of toys from brands such as Monster Jam, Tech Deck and Bakugan.

Spin Master’s Monster Jam brand has an exciting selection of die-cast trucks in its range. The official Monster Jam 1:24 scale monster truck features intricate details and graphics.

Alongside this, Monster Jam also offers a smaller size truck as part of its collectable range. The 1:64 scale die-cast Monster Jam truck is similarly authentic but on a smaller scale. Even at this size, the official BKT Tyres, stylised chrome rims and chassis still deliver the accurate details that children love. There is also an exclusive Monster Jam poster available to help kids keep track of their growing collection. In addition to the 1:24 and 1:64 scale trucks, Monster Jam is introducing a new line of collectable mini trucks.

Compact and smaller than ever before, the 1:87 scale trucks are hidden in concealed packaging to add to the fun.

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FEATURE

BOYS COLLECTABLES

Play and display BANDAI UK 0208 324 6160 | www.bandai.co.uk Bandai UK continues to evolve its boys collectables portfolio throughout 2021 with the unveiling of a new range along with extensions to bestselling brands.

Available at retail from this summer and set to create a new playground craze, NanoBytes are collectable real-life items built up as mini pixels.

With more than 100 to collect in Series 1, NanoBytes bridge physical and digital play to offer an exclusive ByteWorld experience. With each NanoByte, children scan the QR code found on the collectable to unlock a host of edutainment including fun facts, jokes, how-itworks, and world records.

They can then download the free ByteWorld app and enter a code to earn virtual ByteCoins for saving and spending in their own ByteWorld. There, they get to grow their world, and can spend ByteCoin to play games, get exclusive characters, build themed stores (Nano Arcade, ByteMart, BurgerBytes, Bytes Café, Nano Scoops), and play quests. The more NanoBytes that children collect, the more ByteCoins they can earn, and the bigger their ByteWorld empire becomes.

Offering long-lasting, repeat play value, NanoBytes are available as blind foil-bag collectables, complete with a ByteCoin code sticker and collector’s leaflet. A two-pack Nano Case, five-pack and 10-pack blister packs will also be available to further drive collectability and purchase choices. The NanoByte Micro Playsets complete the initial launch range. Each playset transforms into a full diorama as seen within the ByteWorld and includes a limited edition NanoByte and exclusive character which gives users additional digital benefits.

Meanwhile, fans of mega-hit Dragon Ball - one of the most successful manga and anime series of all time - are given an entry-price action figure range with Bandai’s latest collection. The highly-articulated, Evolve Action Figures range includes new 12.5cm versions of Goku Ultra Instinct Silver, Golden Frieza, and Jiren Full Power Final Form, adding to any Dragon Ball collection at pocket money prices.

Dragon Stars is the key collectables range that provides enthusiasts and collectors with highlydetailed and posable 17cm figures. With 17 or more points of articulation, these figures can be posed in more than 9,000 positions, and each comes with a second set of hands and/or accessories.

Providing an extensive collection, the latest character figures to join the assortment in various forms include Goku, Vegeta, Gotenks, Broly, Bardock, Vegito, and Janemba.

A collection of 10 Dragon Ball Super miniature characters is also available as 5cm mini collectable figures housed in blind foil bags. Once collected, each figure comes complete with a stand, allowing children and fans to play and display.

42

Collectable fun BASIC FUN! 0118 925 3270 www.BasicFun.com From an all-new peel ‘n’ reveal unboxing experience to a collection of Tonka machines, there’s plenty of collectable fun for boys to enjoy with Basic Fun! Following an incredible year for Monopoly, Basic Fun! is set to launch Monopoly Surprise Collectables for A/W21. This collection of blind-boxed, multi-purpose collectables presents boys with a peel ‘n’ reveal unboxing experience.

With six different collectable cubes to discover, and five surprises in every pack, children can collect, play, and display more than 20 game tokens. The surprises include heavy-weighted, metal, exclusive tokens, unique coins, new Mr. Monopoly expressions, chase tokens, and more. Not just fun to collect, these collectables can also be used while playing with nearly any version of the property trading board game.

Then there’s Bitty Boomers: a new collectable concept where pop culture, lifestyle, and art meet sound. Available from September, this launch aims to change the way that users hear music. Small in size but big in sound quality, Bitty Boomers are miniature, ultra-portable, wireless Bluetooth speakers. Licensed and shaped like kids’ and collectors’ favourite characters including Spider-Man, Venom, Darth Vader and The Child, these 2in tall speakers can be synced for extra boom and can even be used as a selfie remote. Plus, once collected, kids can take their speakers wherever they go, thanks to the backpack clip and strap that come included with each one.

Off you pod!

WOW! STUFF 01902 948631 www.wowstuff.com Wow! Stuff’s first venture into the boys collectables market was with Wow! Pods last October, its toyetic ‘swipe to light’ play pattern targeting boys aged five to 10, and laterally girls.

However, social media was quickly alight with adult collectors and the range sold out in the Xmas launch.

A character sits within the hex-shaped POD with in-built UV lights. Swipe to activate a UV light mystery reveal. Additions for 2021 include Sonic the Hedgehog, Fall Guys, Jurassic World and wave two in existing Marvel, Harry Potter, DC and Disney.

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FEATURE

BOYS COLLECTABLES

Coming up trumps!

FUNRISE UK SalesUK@Funrise.com | funrise.com

Collectables with character CHARACTER OPTIONS sales@charactergroup.plc.uk www.character-online.com Character Options is stretching out the play value of its collectable ranges for boys, with a host of new lines from Treasure X, Mash’ems and the Heroes of Goo Jit Zu. Treasure X remains a top collectable choice for boys, with each season introducing a new aspect to the reveal and collect concept. Big news for A/W21 is the Treasure X Dino Gold range, which brings with it a new egg-themed dig block and eight levels of adventure. Kids can dig through the rock to save the Dino within. A must-see in this range is the Dino Dissection: a giant-sized dissectible T-Rex that comes with an exclusive hunter figure.

Also launching for the second half is Treasure X Monster Gold. Hidden inside each of the Monster Coffin packs is a 5in monster-sized figure. There’s also a new spider egg compound, as well as pop-up scary reveals. Meanwhile, the hero line of the range, the Mega Monster Lab, lets kids create the ultimate monster: this mad scientist lab playset is packed with 20 levels of adventure.

Having marked the brand’s 10th anniversary last year, there’s big news for Mash’ems. This licensed collection of squishable collectables will see plenty of newness added to the range this year, including a Disney Princess collection, a Spider-Man selection, a Paw Patrol collection, and an assortment of Jurassic World characters. Plus, watch out for other new lines: Minions Rise of Gru, My Little Pony, Peppa Pig, Toy Story, Frozen and Harry Potter. This range benefits from a massive awareness campaign, including dedicated TV support from this month. Mash’ems’ first TV campaign comprises five different TV adverts, which showcase some of the most popular collections, while also featuring the new licences. From May, Character Options will also be offering a Mash’ems FSDU to ensure the brand remains front and centre not just on the TV screen, but also in-store.

The Heroes of Goo Jit Zu brand remains a top priority, with continued investment and new themes to drive collectability. New for A/W21 is the Galaxy Attack Series, which sees the Heroes embark on a quest to discover the origin of the goo that transformed them into superpowered heroes.

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Funrise UK continues to illustrate that hitting a bum note is never a bad thing when it comes to boys collectables, with its hilarious Fart Ninjas collection. And the company is letting rip this year, with new farting figures to collect and display!

Combining two evergreen play patterns for boys - gross toys and collectables - the Fart Ninjas collection now comprises a frequently refreshed assortment of characters and poses. Kids can choose from a selection of outrageously crude names, as well as a variety of creative formats from this property.

There are motion sensor-activated figures that produce realistic fart sounds for unsuspecting passers-by; and Fart Ninjas XL Figures that come with a remote control that allows kids to ‘fart on demand’, as well as a record and play back function for kids to capture their own fart noises. After all, what young boy wouldn’t want to launch a fart attack on his friends and family? Of course, parents and retailers can get creative too, hiding their trouser-trumping friends where children will least expect them…

Plus, there’s more fun to be had with the freely downloadable app, and lots of marketing and PR activity planned throughout the year.

Reinventing the wheel MAGIC BOX TOYS 01403 251286. www.magicboxint.com

What a pickle!

TWO IN 1 DIRECT Paul@allin1products.com catsvpickles.com Having sunk its claws into the collectables category earlier this year, the Cats vs. Pickles collection continues to expand.

Available individually or in themed multi-packs, there are more than 100 styles of Collectable Plushies to collect, and a host of themes to choose from, including Scary Cats like Skelecat, Foodie Cats like PawPurr-Oni, and Smarty Cats.

Launching in A/W21, Kitty Condos are light-up, customisable playsets that stack together to create neighbourhoods for the Plushie pals.

T-Racers are driven by a ‘mix and race’ concept. Each vehicle is made up of three different parts, which can be interchanged to create a favourite car. There are more than 500 combinations, allowing children to build the cars they want. In Series 1, there will be eight drivers to collect, including the ultra-rare X-Racer with a special chrome-like finish.

The collectable Turbo Wheel includes one articulated driver and one random car in multiple parts, all within their own opaque envelopes.

T-Racers are brought to life with 3D YouTube Webisodes.

toysnplaythings.media

FEATURE

BACK TO SCHOOL

Back in the old school yard

Ask the retailers What products do you stock in this category?

Back to school this year could be quite the thing! Barring any resurgence of Covid-19, this could be the first proper back to school the UK has seen for some time. So could it be a money spinner for toy retailers?

46

“

Toy shops can be the focus for after-school treats, so expect parents to come in for pocket money toys or gifts for birthday parties

“

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ver the past year, as schools have been open and shut more times than a fridge door during lockdown, parents have probably tried to avoid buying anything new. After all, school shoes and uniforms have barely been worn and then grown out of before school opened again.

So, with the vaccination programme steaming ahead, it would be reasonable to expect that when the kids go back for the autumn term in September, parents may be more likely to buy new pencil cases, lunch boxes and bags, in the hope that schools will remain open for a full term - and hopefully a year!

We also need to remember that toy shops can be the focus for after-school treats.

So expect parents to come in for small purchases such as pocket money toys or for gifts for schoolfriends’ birthday parties.

Leon Jarmolowicz, EMEA brand director of Crayola, says the brand offers everything needed to fill school pencil cases “from pencils, crayons, markers to art supplies like

paints and chalks. Quality and range of colour is a key Crayola trait. Parents can send their kids back to school knowing their children have the best utensils for learning and kids can explore creativity with hundreds of colours”.

Thames & Kosmos expects back to school to renew interest in STEM kits.

“Our Kids First range introduces preschoolers to the fascinating world of STEM, our FEAK series is an affordable Fun Science kits, our Pepper Mint range was recognised recently in The Independent’s top 10 Best STEM toys and our newly bolstered Robotics range features a sell-out Tightrope Walking Gyrobot,’’ says Julia Loeser, science kit sales, marketing & PR manager.

What is important, she adds, is fun: “In June, the Massive Erupting Volcano will hit UK shores. This kit simulates the earth-

The kids being in school is a big deal for us because we are near three primary schools, so we do get a stampede at 3.45pm on Fridays for the post-school treat. And that’s when the LEGO minifigures and Pokémon cards fly out.

Amanda Alexander, Giddy Goat Toys, Didsbury, Manchester

We have a fabulous range of stationery from Djeco - the Lovely Paper collection of pens, notebooks and so on - that children and parents love because the designs are so beautiful.

Simon Russell Crafts4Kids, The Engine Yard at Belvoir Castle

In our back to school range, backpacks, lunch boxes and footballs are always our best sellers.

Laura Clare & Samantha Clare, Toys Plus, Blackpool and Cleveleys, Lancashire

We always have a range of educational games like those from Orchard Toys and Smart Games but no stationery or school bags.

We stock playground toys such as Moon Balls, Tech Decks and Pokémon cards.

Julia Wingate,The Trading Post, Devon

shattering power of a volcano in your own home!’’

As diversity and inclusion becomes a hot topic, Crayola has made some important developments, says Leon Jarmolowicz: “The new Crayola Colours of the World range feature.

24 specially formulated colours to represent the skin tones and diversity of people around the world for all races, cultures and ethnicities.

Working with a makeup company, Crayola has developed the colours to authentically reflect the full spectrum of human complexions.’’

toysnplaythings.media

FEATURE

BACK TO SCHOOL

Creative colouring VIVID TOYS

01483 449944 | vividtoysandgames.co.uk Kids can now truly represent themselves and others in their creativity with the new Crayola Colours of the World range.

Inclusivity for children is a topic that is extremely important to Crayola and, with the Colours of the World range, children can create a more inclusive world and represent themselves and others in their works of art, as well as learn about different cultures and skin tones.

The new packs of crayons, markers and pencils feature 24 specially formulated colours to represent the skin tones and diversity of people around the world of all races, cultures and ethnicities. Working with a leading cosmetics company, Crayola developed the colours to authentically reflect the full spectrum of human complexions, featuring tones such as rose, golden, almond and everything in-between.

Crayola may make

virtually every colour under the sun but one of its favourite shades is green! Crayola produces enough solar energy to make 3 billion crayons and 700 million markers annually. By using renewable energy, reducing waste and protecting rainforests, Crayola’s green initiatives are helping to ensure that today’s kids will have a healthy environment for their creative tomorrows.

Over the past decade, Crayola has made more than 10 billion crayons and 7 billion markers - all by the power of the sun - and now kids around the world can say their Crayola crayons and markers are made with 100% sun-harnessed renewable energy.

Not only that, but in a continued commitment to the environment, Crayola Coloured Pencils are made with wood from well-managed forests to help preserve resources for the future.

Crayola is committed to making its products responsibly and to spread this message, packs of Crayola coloured pencils, markers and crayons in the UK in 2021 will feature key messages about Crayola’s sustainability effort.

Stationery with style CRAFT BUDDY 0203 417 6565 | www.craftbuddyltd.co.uk Craft Buddy offers a diverse range of Crystal Art embellished Notebooks designed to appeal to children of all ages. The company is introducing four new 26cm x 18cm Notebooks into its Disney licensed Crystal Art collection with front cover designs based around Disney characters and movie scenes including the Pride Rock scene from The Lion King, The Little Mermaid, Classic Minnie and Moana.

Older children may find the artwork of celebrated designer Anne Stokes appealing, with a range of Crystal Art Notebooks featuring her striking designs and lifelike portrayals of fantasy subjects.

Bridging the stationery and arts & crafts markets, the award-winning Notebooks are suitable for everyday use. They feature 50 lined pages and are available in a variety of front cover artwork options. The technique used to produce sparkling Crystal Art is similar to paint-by-numbers, with each design featuring a numbered, adhesive template. Using the magic pick up pen (included), you simply lift up the coloured crystals and place them on the corresponding dots. Affixing instantly, the result is a piece of art that can be kept or gifted to loved ones.

5

Mini backpacks with mega surprises MOOKIE TOYS 01525 722769 | www.mookie.co.uk MicroPacks have been loved by children since their launch. Micropacks are super cute mini backpacks filled with mini collectable stationery surprises. There are eight fun and colourful backpack designs to choose from and each contains six pieces of mini stationery, from mini stickers and highlighters to notepads and erasers. With more than 100 different mini stationery pieces to collect and use, you’ll never know what’s inside until it’s yours! Using the backpack clip, you can attach your Micropack to your bag, so you can take it with you wherever you go.

toysnplaythings.media

Playground pleaser CHARACTER OPTIONS

sales@charactergroup.plc.uk | www.character-online.com

Fun construction play BASIC FUN! 0118 925 3270 | www.BasicFun.com For a back to school range that supports learning at all stages of development, there’s K’NEX from Basic Fun! The past year has seen sales of this construction brand surge, with families using K’NEX to entertain and supplement homeschooling efforts amid lockdown restrictions. And with children now back at school, Basic Fun! is continuing to drive home how families and schools can use K’NEX projects to underpin classroom-based learning. To help support teachers and promote the application of K’NEX to STEAM learning in schools, Basic Fun! recently pledged £10,000 worth of K’NEX education packs with lesson plans.

Benefiting from some exciting developments for the second half, K’NEX has a project for all ages and interests.

A great entry point to the brand is the Kid K’NEX multibuild character sets. Their soft, chunky, flexible pieces are ideal for kids aged three-plus.

With kids back at school and the playground beckoning for a new and exciting challenge, Character Options presents Totem Infernal Power. Launched in the spring with TV support, this fast and furious game invites kids to ‘experience spinning tops like never before’.

Suitable for both primary and secondary school students, Totem Infernal Power challenges players to build the Totem Tower, stacking tops in size order.

The fun begins when the first top is launched, and it begins to spin. Then, the race is on to build the Totem Tower, stacking as many of the spinners as possible - all while keeping the Totem spinning. Each piece has a specific shape and features different coloured LEDs, which light up as soon as you place them on top of one another. The aim of the game is to stack all five pieces to create a multi-coloured Totem. But how long will kids be able to keep their Totem spinning?

Flair readies kids for back to school!

FLAIR 0208 643 0320 | sales@flairplc.co.uk Be it a backpack or pencil case essentials, Flair has kids covered as they head back to school.

A must-have for any Diana fan is a backpack that looks just like the one Diana wears in her hit animated YouTube series.

The Flair Just Play Love, Diana Adventure Set is hard to miss in shades of pink and gold and features a heart-shaped window with floating glitter on the front - just like Diana’s! It comes filled with everything required for a Love, Diana adventure - at home or in the playground.

Ticking the box for pencil case essentials is the heritage brand Spirograph. There’s a host of sets to pick from, including the popular 75-plus piece Original Spirograph Super Design Set, and this year’s launch of the Original Spirograph Retro Duluxe Set. Where collectables meet craft, there’s Sneak’Artz. This fun brand lets kids customise their own miniature shoe designs. Each pack contains a miniature sneaker, washable pens, stickers and more, plus an attachable key chain. Hot news for A/W is the new wave of Sneak’Artz which comes with hydrographic papers - an all-new processing technique that allows kids to transfer graphics to their Sneak’Artz shoes.

MAY 2021

49

L A I C E P S S R O D A S S A B AM

y a l p d e r i p s n i e i v o M rrarium e T l a t s izmos en II Cry z G o t r a F e r y e t from G he Disn s t e t h u C o r y r en Mirro esters t d t o y o n i t W r Ou ur Own o Y n g i s and De le Mum Sarah says: “My daughter Isabelle (aged 10) is a Frozen fan who loves arts & crafts activities, from baking to painting. So she relished the opportunity to do something a bit different by making the Disney Frozen II Crystal Terrarium.

“This is a great project for youngsters because it gives them the chance to grow their very own crystal - and learn a bit of chemistry at the same time. The instructions are easy to follow; Isabelle thoroughly enjoyed dissolving the white crystal compound and stirring in the blue colourant, or ‘mixing the ingredients’ as she called it.

“She checked regularly to see how her crystal was progressing and was delighted with the end result, which is now displayed on her bedroom windowsill, so the crystal catches the light and sparkles in the sun.

“Isabelle is incredibly proud of her efforts, and thinks the Terrarium is very pretty - it reminds her of Elsa’s Ice Palace from the Frozen II movie. The whole creative process gave her a great sense of achievement, so I fully recommend this product.”

ays: s a b m a T liked

I really the painting ting d put chest an on it stickers

True says:

I love puttin g my makeup on in the mirror

Isabel says:

I enjoyed my watching and row crystal g e end seeing th result

What’s in the box?

■ ■ ■ ■

white crystal compound small bag of blue colourant stirring spoon crystal base

■ ■ ■ ■ ■

stirring bowl transparent cover display base sticker detailed instructions

Mum Amber says: “Frozen II is a firm favourite with my daughters True (aged seven) and Tamba (aged six). They have watched the film countless times and know all the songs by heart. So they jumped at the chance to design their very own Disney Frozen II Wooden Mirror Chest.

“This craft project proved a great success. It kept them busy and quiet for a whole afternoon, which gave me time to catch up on some housework uninterrupted! They spent ages painting the chest and decorating it with the supplied transfers.

“For Tamba, the biggest thrill was the novelty of being allowed to ‘paint furniture with rainbow colours like mummy does’ (I’m a keen upcycler in my spare time) rather than limit her artistic energies to daubing on paper. And True is excited by the fact that she now has her own ‘mini dressing table’. She stores her cosmetics in the drawer - two tiny tubes of lip gloss and a couple of little bottles of nail varnish - and uses the mirror to apply her makeup. She feels very grown-up!

“This activity is fun and easy to do. It’s ideal for young Frozen fans and I like the fact that it encourages them to express their creativity and imagination.”

Contact Great Gizmos 01293 543221 www.ggtrade.co.uk

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Let’s go outside!

Designs on Disney

MV Sports & Leisure

01217488000 | www.mvsports.com MV Sports Hedstrom continues to hold strong in the outdoor arena with a co-ordinated range of play products including slides, swings, multi-play sand and ball pits, and mud kitchens.

New category innovation has been well received in the form of its Musical Toddler Swing, which features a built-in speaker to connect a smartphone and play your own songs. With an additional 20 pre-set sounds to choose from, little ones will feel comfortable and soothed as they swing along.

The speaker fits under the seat for easy access, yet out of immediate reach for little fingers and light showers. The steel frame is powder coated with UV protection and features a fast-folding mechanism for easy storage, while the signature orange chunky blow-moulded seat, five-point safety harness and high back support ensure safety and security during play. The soft touch, nylon ropes are adjustable as the child grows. The Musical Toddler Swing can be used outdoors or indoors.

Also new are ecofriendly and sustainably sourced wooden mud kitchens. The three-strong range caters for a variety of styles and space options. The Grove is the flagship model with fillable sink, pretend taps for inspiring water play, and realistic hobs and knobs to bake the perfect mud pie. Underneath sits a make-believe oven.

Great Gizmos 01293 543221

Trump additions Winning Moves 01706 558539 www.winningmoves.co.uk Last month saw the start of a new phase for Winning Moves.

The Top Trumps brand has been housed under one umbrella. Now it’s being segmented into four Top Trumps Classics, Top Trumps Specials, Top Trumps Juniors and Top Trumps Limited Edition - to appeal to a broader range of customers, through the use of licensed/unlicensed products, and logo changes, as well as packaging updates. In recent months, there’s been lots of new releases, such as the World Football Stars Top Trumps, Top Trumps Match, and Top Trumps Quiz.

In line with the 2022 World Cup, the products have received a full revamp, and now contain up-todate information on players and teams across the world. What’s more, the range is being expanded to include a Monopoly Edition and a 1,000 piece puzzle.

One of Winning Moves’ hottest brands, Top Trumps Match is getting new additions across licences including Batman, Pixar, Minions, Star Wars and Marvel.

www.ggtrade.co.uk New this year is the Disney range with loads of great STEM products.

Children can learn about the solar system and watch the planets move around the sun, powered by the sun itself or a back-up battery with Toy Story Solar Hybrid Power System - or launch micro rockets up to 20ft in the air with Toy Story Pump Rocket.

Teach kids the wonder of robotics and anatomy with the Avengers Motorised Robot Hand.

Construct an impressive spider that scuttles up and down its string, with its legs moving from side to side, with Spider Man Spider Robot. Children can rebuild the 100-year-old optical toy which demonstrates the working principle of modern animations with Disney Animation Praxinoscope.

Discover amazing artistic abilities when colouring and designing the Frozen Colour In Mug. Frozen Mirror Chest is a kit with everything included to paint and decorate a mirror chest for trinkets, while the Design Your Own Princess Chest is available in Little Mermaid and Beauty and the Beast.

This is just a snippet of the Disney range that Great Gizmos has to offer.

Riding the waves Bruder 00353 67 63800 | www.bruder.de | Distributor in UK: Alpha Toys Two new products - the water craft and the kayak - have joined the leisure-themed world of Bruder. The company says: “Personal water craft [also known as water scooters] are a common feature on many beaches. The new personal water craft features an unsinkable design to prevent any capsizing and can accommodate two bworld figures.’’ Bruder adds: “Kayaks are a symbol of sporting and leisure fun on the water. This sports equipment combines the advantages of holistic fitness training with a special closeness to nature.’’ The paddler is protected with a helmet and life vest, while the floating kayak has a removable splash cover and a holder for the supplied double paddle.

18

NEW Snap happy!

VTech

Electric dreams

01235 555545 www.vtech.co.uk New for A/W21 is the KidiZoom PrintCam. Take a photo and print it instantly! The flip-up lens allows for easy selfies too. Aimed at kids aged five-plus, the camera is jampacked with fun features such as special photo effects, stamps and borders, three games, panoramic prints and a comic strip maker.

You can also turn photos into line drawings to colour, or use the print shop to print games or design and print cards, and more.

It also functions as a normal digital camera: take videos and save photos and transfer by USB.

Wilton Bradley

Get creative Craft Buddy 0203 417 6565 www.craftbuddyltd.co.uk

Crystal Art cards are the perfect entry-level product for crafters aged six-plus.

Craft Buddy has several new cards in its range including Disney designs featuring Disney characters, Minnie. Mickey, Simba, Arial and more.

Two new-sized cards - a 10x15cm card available at a lower price point and an 11x22cm card have had a brilliant initial reaction rom consumers.

Licensed collections Rainbow Designs 01329 227300 | www.rainbowdesigns.co.uk Rainbow Designs is bringing a number of new licensed characters this year, including two movie ranges.

Peter Rabbit: The Runaway will hit cinemas this summer.

Rainbow’s Peter Rabbit Movie range includes the best-selling Talking Peter Rabbit as well as the new Giant Peter Rabbit Soft Toy and soft toy trio of Peter Rabbit, Benjamin Bunny and Mopsy.

Spirit Untamed, the sequel to Spirit: Stallion of the Cimarron movie and TV series, will arrive in cinemas this summer and is being celebrated with the launch of a new Dreamworks’ Spirit collection including 18cm and extra-large 45cm Spirit soft toy horses.

MAY 2021

01626 835400 | www.wiltonbradley.com

Since 2014, Xootz has been making it easier than ever for kids to access the great outdoors in style.

With a range of affordable, hard-wearing skates, scooters and skateboards that bridge the gap between toys and action sports, there’s never been a better time to coax the kids away from the screen and out to play.

The company’s range of go-karts, electrified drift trikes and other rideons also offer hours of thrills for kids. The Wilton Bradley team has focused on developing innovative newness for Xootz through in-house CAD development and 3D sample printing.

One example is the Xootz Elements Electric Scooter, which is available in two colours of green or blue to appeal to riders aged six-plus. With a 12V battery and 70W belt driven motor, it has a 60-minute run time and a range of 8-10 km at a maximum speed of 6-8km/ hr via an easy to control thumb throttle. Easy to fold and light enough to carry, it comes in a full-colour display box.

Xootz also offers a range of premium officially licensed vehicles, from BMW to McLaren. Pictured is the Xootz BMW X5 M Electric Ride-On, which features all the details of the full-scale powerhouse.

With a kidney grille, sculptured bonnet and working front lights, this ride-on has presence.

Offering a three-speed drive and reverse gear, little ones can practise their driving in this machine. If they are too young to take the wheel, parents don’t need to worry because the included remote control allows them to take control.

Open the doors, climb on board and notice the MP3 player with AUX input. Beneath the bonnet are two motors, which are powered by a rechargeable 12V battery. Suitable for indoors or outdoors, the Xootz BMW X5 M Electric Ride-On will make light work of carpet, garden terrain or tarmac, thanks to its four-wheel independent suspension.

53

TNP

LOOKS BACK

Step back in time TnP founder Malcolm Naish takes a look back through time to reflect on industry goings-on in May 2011, 2001, 1991 and 1983

May 1983 •

•

I reported on the pre-screen showing that I attended for the third Star Wars film Return of the Jedi. I commented that this offering should continue to keep the licensing and retail tills ringing. Amazing that almost 40 years later Star Wars remains a licensing marvel.

Waddingtons refused an offer from the Norton & Wright Group and as we all know was later bought by Hasbro, where its key games such as Monopoly and Cluedo still flourish today.

•

With a growing section in its stores for toys, Boots posted a healthy end-of-year figure with pre-tax profits up by 16.6% at £140 million.

•

Some of the key licensing properties in 1983 were Masters of the Universe, Terrahawks, Knight Rider, Smurfs, and Portland Bill.

•

Earlier in the year (March edition) I commented on the fact that a recent survey at Toy Fair that asked visitors how many days they spent at the Earls Court toy fair, showed that many visitors only spent one day there.

•

•

•

My word PATHETIC rang a few bells as I had stated that it wasn’t really fair that exhibitors who spent thousands of pounds not only paying for exhibition space, but also for the cost of erecting and dressing their stands, deserved much better.

One response from a small independent retailer was encouraging.

He said: “I cannot afford NOT to go to both Harrogate and Earls Court. I spend four days at each show, attending from 9am until 6pm each day. I find that shopping around the stands more than covers the cost of attending and one line alone that I might discover brings instant reward.’’

He continued: “Ordering new lines early gives me a big advantage, particularly for Easter, and seeing all the new lines at the shows is most important.” Shame that many visitors just didn’t feel the same!

May 1991 •

Baby Born from Zapf was gracing our front cover with Bandai’s Wise Aces on the back.

•

Hasbro’s My Little Pony brand was enjoying huge success. So much so that this led to the Freud Museum analysing the fact. “The key is My Little Pony’s role as an anti-phobic object,’’ said the museum’s education officer. “Children have deep-seated fears, anxieties and phobias and the pony gives them a chance to work through these. Children love their parents, but are also scared of their power and dominance.

By playing with MLP, brushing its hair, manipulating and dominating it, they can do things done to them.”

•

I wonder whether they would change their opinion that much 39 years later?

•

Hasbro decided to pull out of the 1992 Toy Fair.

54

•

Rob Ramsey’s Toy & Hobby group of nine mega toy stores had recently gone into administration. Rob was able to announce that he and his long-term partner Helen Maclaine had managed to save two of these stores in Manchester and Southport.

•

Not all of the suppliers who had lost quite big chunks of revenue were too happy, but as Rob explained: “We have lost a lot personally, so we must be cautious moving forward and prove to ourselves and our suppliers over the next couple of years, the validity of our trading formula and our ability to compete in the marketplace.”

•

May 2001 •

I had been enjoying a splendid lunch at the BTHA AGM when chairman Jimmy Hunter announced that a new toy trade award was about to be given to five recipients and would be known as The Golden Teddy award.

•

There I was, poised at the front of the podium with camera in hand, when to my total embarrassment Jimmy called: “And the first recipient is Malcolm Naish.” Well, blow me down!

•

The Harrogate Toymaster show was well attended and generally everyone was more than satisfied with their time spent at the event.

•

Famosa’s Baby Wee-wee was a big hit at the show – you could say that it whetted the appetite of quite a few members! Boom boom!

•

We were pleased to report that at the time of going to press 90% of the stand space for the 2002 show atExCeL had already been sold.

•

Interactive electronics was big business in the toy trade in 2001.

Cyber Love from Tiger Toys, Tomy’s Dog.com., Dotbots from Vivid, various Johnnybots from Character and ir-vonline from HTI led the way.

May 2011 •

Mothercare was planning to close a quarter of its UK stores, despite its international business doing really well.

•

Also on the retail front, the Daily Mail ran the story that The Entertainer group would not be selling any Harry Potter merchandise. A very old story, as the toy trade were all well aware of Gary Grant’s views.

•

David Welsh, MD of Chicco for 20 years, announced that he was leaving. With his experience in the nursery as well as the toy trade, it wouldn’t be long before David revealed his new company and position.

•

The Toymaster show proved to be an excellent order-placing show and tended to do far better than industry pundits had been predicting, based on the state of retail trading prior to the show opening.

•

Among the products to get a mention in our Toymaster ‘Toy Talk’ ring round was Hexbugs, proving that you don’t have to spend a fortune on the telly if you have a genuinely well-designed and thought-out product.

51 toysnplaythings.media

DON’T MISS…

Here’s a quick peek at some of the hottest and newest products.

Buyers and retailers, get in touch with your sales contact now!

Product: Mould & Paint 3D Dinosaurs Company: Great Gizmos Tel: 01293 543221 Web: www.ggtrade.co.uk

Product: Playmobil 70448 Princess Castle Company: Playmobil Tel: 01268 548111 Web: www.playmobil.co.uk

Product: Hape DJ Mix & Spin Studio Company: Toynamics UK & Ireland Tel: 0116 478 5230 Web: www.toynamics.com

MAY 2021

Product: TP Treehouse Wooden Play Tower Company: Mookie Toys Tel: 01525 722769 Web: www.tptoys.com

Product: Lost Cities – Roll & Write Company: Thames & Kosmos UK Tel: 01580 713000 Web: www.thamesandkosmos.co.uk

Product: CoComelon Electronic Learning Aids: Musical Clever Blocks Company: Wow! Stuff Tel: 01902 948631 Web: www.wowstuff.com

Product: Wiggly Words literacy game Company: Orchard Toys Tel: 01953 859 539 Web: www.orchardtoys.com

Product: Maxwell’s Transforming Trailer Company: Tomy Tel: 01932 281 928 Web: uk.tomy.com

Product: Animal Baff Bombz Company: Zimpli Kids Tel: 01254 460006 Web: www.zimplikids.com

55

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