FEATURE Q1 RANGES
Character Options
Wilton Bradley
On your marks,
get set...go! Retailers might enjoy having a bit of a breather after a (hopefully) busy Q4, but this Q1 may pan out slightly differently, as TnP discovers...
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nce the excitement of the festivities is out of the way, toy retailers usually hope to see kids coming into store in Q1 to spend their Christmas cash and add to the big play sets and collections they found under the tree. But with consumers reportedly starting Christmas shopping early in case of shortages, and some people still nervous about big family gatherings, Thames & Kosmos sales director Jo Drage thinks the usual dynamic may change somewhat. “Consumers have been urged to start Christmas shopping early, but I suspect there are a huge amount of consumers (me included) that will not, and will end up giving money for Christmas as there will be no toys left,’’ she says. “There will also be lots of relatives that would normally meet up for Christmas that won’t due to still being nervous about Covid. I think that any retailers with stock left on their shelves will have a busy January with all that Christmas money burning a hole in children’s pockets!’’ Meanwhile, Joeri Hoste, general manager international of Exploding Kittens, thinks there’s good and bad news ahead, especially for indoor entertainment and games: “Consumers are likely to buy their Christmas gifts earlier this year, due to many factors including shipping delays, shortages, and general festive buying pressure.
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This shift in buying habits could have a significant impact on Q1 sales and create larger demand than usual for indoor entertainment and games purchases during the winter months. However, this could be negated by supply chain issues affecting all shipping routes.’’ And it’s games that do well for Thames & Kosmos in Q1, as Jo Drage explains: “Our board games sell well at Christmas, particularly the cooperative ranges, but so do our science kits, as there are lots of parents and grandparents that value the educational aspect, and want to aid learning.’’ Over at Little Tikes, head of marketing Michelle Lilley says: “Our Fountain Factory Water Table is a key product for Q1. Historically we tend to see consumers making key summer purchases in Q1 ready for the summer ahead, so we’re widening our offering and ensuring we offer ways for little ones to play in as many ways as possible.’’ So what can retailers expect to fly off the shelves? In true post-Christmas fashion, many suppliers release new ranges of collectables, and additions to larger sets, which are traditionally picked up by kids with their Christmas money. For instance, there’s all-new plush in the Care Bears collection from Basic Fun! And with the brand’s 40th anniversary in 2022, there’s going to be plenty of focus on this nostalgic collection. Look out for
I suspect there’s a huge amount of consumers that will end up giving money for Christmas as there will be no toys left Jo Drage, Thames & Kosmos
the I Care Bear - made from recyclable materials, including plant-based inks. The ever-popular Sylvanian Families from Epoch making toys extends its core range in Q1 with two new families. The Husky Family is welcomed into the range and will be the first set to be released with triplets included alongside parent figures. The Sheep Family is also joining the village. CoComelon fans can also add to their collection, thanks to Bandai, which is introducing a new set of character figures, plush, playsets, and vehicles. Exploding Kittens, meanwhile, is launching an expansion pack for Poetry For Neanderthals in February. We asked suppliers how retailers should approach ordering stock for Q1. Thames & Kosmos’ Jo Drage says: “As always, forward selections early so that we can manage the stock situation. We have stock of many of our SKUs stored in Germany to keep costs down, as warehousing is cheaper there. We will ship more to the UK, if we have a lot of demand for a product.’’
And finally... Joeri Host, general manager international, Exploding Kittens has this advice: “Buy inventory yesterday! From ports being clogged, to shipping container shortages, the supply chain is going to be stressed for the foreseeable future. Plan accordingly and order as soon as possible for a more manageable first quarter and beyond.’’
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