TnP November 2023 issue

23 ber 20 m e v o N No. 2 Vol. 42

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CONTENTS Regulars 4

Leader with Tim Murray

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The month in numbers a snapshot of the industry in figures

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Show News the latest on Toy Fair, Spielwarenmesse and BLE

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News the latest from the industry

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Retail News the latest from the retail landscape

Mark Naish mark@lemapublishing.co.uk

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People News the latest movers and shakers in the industry

Media & Sales Manager

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Media news from TV, online and more

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Licensing News licensed products and what brands are up to

Tim Murray tim@lemapublishing.co.uk

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Talking Retail retailers around the country talk Christmas

Assistant Editor

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Trade Talk suppliers discuss the toy business landscape

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

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Don’t Miss must-stock items for retail

23 ber 20 Novem

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Managing Director

Claire Naish clairenaish@lemapublishing.co.uk

Editor

Naomi MacKay naomi@lemapublishing.co.uk

Retail Editor Clare Turner clare@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Circulation Manager Robert Thomas robert@lemapublishing.co.uk

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Features 26

Q1 toys products to bring in customers after Christmas

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Ride-ons bikes, scooters and more

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Jigsaw puzzles piecing together what’s hot in the category

Special Report

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

At the heart of retail www.toysnplaythings.media

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New York Toy Fair Tim Murray reports from the show

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Retail Interview Rob West talks about the growth of his three-store Firestorm Games operation

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Retail Interview Celia Leeson-Cox, of Yarnton Home & Garden in Oxfordshire, on its redeveloped toy shop

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Columnists 22

Opinion TnP and Lema's Mark Naish updates on the Hyve and Connect debacle

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Indie opinion Maggie Tibbenham on what has been an unpredictable year

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Consumer opinion The Insights Family’s Nick Richardson on preschoolers’ influence

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Retail opinion Kids Industries founder Gary Pope talks licensed product

toys_n_playthings

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LEADER

Tim Murray

A

At the heart of retail Also by Lema Publishing

week, as the old saying goes, is a location, the attendance, the timing long time in politics, and if that is and just about everything else. The gripes the case, then a month is an even are commonplace but the one thing most people longer time in the toy industry. do, right or wrong, is stick to their guns. Not so I filed a lengthy feature last month the Toy Association, and the behind-the-scenes from New York, at the Toy Fair, where machinations that led to its volte face must have the Toy Association had announced been a climbdown that was fascinating to watch. its plans to relocate – after almost 120 But in an age when doubling down on a mistake years, no less – its annual convention from seems to be de rigeur (it certainly is in politics, its long-standing home in New York to where I started this column), you have to admire New Orleans. the organisers’ ability to put their hands up, admit Rushing to write it after the press to making a bit of a mistake and correcting it with conference from Association chiefs for the industry in mind. the international media delegation (I’m There still might be some unhappy people – after still proud of my Big Apple to Big Easy the initial shock of the New Orleans announcement opening line by the way), I also spoke to a had worn off, most delegates I spoke to were few delegates after the fact. discussing whether or not they’d been to the city Views were still mixed, but the chief before - and the chance to visit New Orleans will reaction was one of shock that it was now not happen for me – but it’s rare and brave to moving. But no one, and I mean no one, take comments and reaction on board and swiftly I spoke to thought in any way that this look to resolve it. would be going elsewhere. The show Toy Fair was, announcements about future would take place in 2026 in New Orleans, locations aside, great, and most UK delegates I after a fallow year in 2024, and saw there seemed happy After the initial shock about its worth and value (at a last hurrah in the Javits Centre in Manhattan in 2025, and that least one exhibitor I spoke to of the New Orleans was that. announcement had worn had a full order book).

The next news, announcing We’ve got a few pages of off, most delegates I that Toy Fair would not, in fact, coverage in this issue, and be heading to Louisiana and spoke to were discussing next month will feature a instead staying in its long-time lengthy panel from mom and whether or not they’d home, was, perhaps, even pop stores – what US indies been to the city before more shocking than the first seem to consistently refer announcement. to themselves as – talking and the chance to visit I felt for the poor Toy New Orleans will now not about staying independent Association officials, who, and the challenges they face. happen for me – but it’s after a successful show (I not Although there are plenty of only had a blast, but it worked differences between UK and rare and brave to take on pretty much every level US indies and the way they comments and reaction that a trade show should do business, there are also offering excitement, education, on board and swiftly look similarities, and this shows entertainment and loads more) to resolve it the kind of real value that Toy had got mired in something not Fair’s assorted seminars and entirely of its own making. talks can bring to the table.

Having been a trade journalist for more And talking of Toy Fair, the November issue of than 30 years, I’ve been involved in trade TnP you’ve got in your mitts now (or you’re reading shows at all levels, from organisation to online) also looks ahead to the UK counterpart, with hosting panels, and by way of attending the BTHA outlining its vision for its 2024 version. way too many of the things – and as an There’s loads more too, with plenty of news from inveterate hoarder - I have a strange across the board, taking in toy companies, retailers lanyard collection, which was never my and more, piles of product and loads of opinion. intention, but has just happened. The one I’ll see you next month for more as we build up thing I’ve learnt is that you can’t please to the bumper show issue for January’s Toy Fair all of the people all of the time when it and, it looks like I’ll be seeing some of you in New comes to a trade show or convention.

York for a bit longer than we anticipated a few People will never be happy about the weeks ago…

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THIS MONTH

950

IN NUMBERS

million – the amount in dollars that Spin Master is shelling out to acquire Melissa and Doug. The deal is made up of cash and shares and sees Spin Master further broadening its portfolio and adding complementary products to its range…

Lisa Hutcheson, retail strategist and consultant with J.C. Williams Group, said allows Spin Master to tap customers seeking non-digital entertainment for children.

“Being able to have a brand that is screen-free is a way to expand their market,” she said.

“It is a way for them to be able to understand their customer more by being able to have this new touchpoint.” More in News…

The month in 193,000

numbers Some of the past month’s news highlights as offered up by the Toys n Playthings newsflash and more. To sign up for daily bulletins, go to www.toysnplaythings.media

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– the day in July 2024 when London’s landmark Design Museum opens an exhibition celebrating another milestone in Barbie’s storied past, as the doll marks 65 years since its conception.

It will track Barbie’s story since being dreamed up by Mattel cofounder Ruth Handler, and feature extensive archive materials.

Julie Freeland, senior director global location based entertainment at Mattel, said: “We are delighted to announce this partnership with The Design Museum and are excited to share the story of the brand’s evolution.

Barbie is a brand that has been loved the world over for nearly 65 years, and this is the perfect moment to reflect on the cultural role Barbie has had throughout the decades. And what better partner is there for this moment than the world’s leading museum on contemporary design.”

Tim Marlow, director and CEO of the Design Museum, said: “Barbie is one of the most recognisable brands on the planet and as we’ve seen recently, her story evolves with each new generation. I am delighted that we’re planning to mark Barbie’s 65th birthday with a major exhibition, and I want to thank Mattel for collaborating with us through their extensive archive to help us tell this story. We look forward next year to displaying a whole range of eye-catching objects, some familiar but many never seen before.’’

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– the percentage rise in visitor numbers at this year’s Brand Licensing Europe compared with 2022. Total attendees numbered 9,649, with 1,166 of those from retail – a record number and up almost a third on last year. These included representatives from retailers such as Uniqlo, Zara, Amazon, Benetton, The Entertainer, ASOS, C&A, H&M, Calzedonia, Carrefour, Fat Face, Galeries Lafayette, Harrods, Aldi, Decathlon, Diechmann, Next, El Corte Ingles, Forbidden Planet, Frasers Group, Primark, Poundland, Accessorize, Marks & Spencer, Matalan, Card Factory, Hamley’s, Claire’s Accessories, HMV, Iceland, John Lewis & Partners, Legends, Lidl, Lipsy, Asda, Selfridges and many more, taking in 57 countries.

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– the total number of visitors to SPIEL Essen in Germany, making it the world’s largest consumer show for board game fans. They came from 85 different countries, while this year’s show, now under the organising team at Merz Verlag, drew 935 exhibitors from 56 different countries. “We had hoped that more people would come to SPIEL than last year, but we didn’t expect this number,” said Carol Rapp, MD of Merz Verlag since November. “It was wonderful to feel so much joy in the halls, at the game tables, in the aisles and among the exhibitors. We changed a lot of things this year to make SPIEL even more accessible and appealing, and the number of visitors on all days, as well as the general feedback, shows us that we’ve done it.”

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– the percentage of children who spend less time playing every week than parents do scrolling their mobile phones each day.

The figures came from a global LEGO survey as the company supported October 12’s World Play Day and launched a range of initiatives to encourage play.

These included a week-long Superpower Academy in east London, bringing parents and kids together to solve a range of fun puzzles and activities.

There were also takeovers by celebrities on LEGO’s social media channels; LEGO stores handing out free play mission packs to families; LEGO Education working with teachers and offering new play activities; interactive activities on LEGO.com, and the LEGO Life app also featuring more challenges.

Christian Pau, VP and UK & Ireland GM at the LEGO Group, said: “World Play Day is all about inspiring families to play. It’s no secret that the modern family schedule is packed full of responsibilities that can spill into time for this. The beauty of play is that it is limitless; you can play anywhere.’’

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REVIEW

NY TOY FAIR

The A-Z of Toy Fair “We’ve waited a long time to be here…” So said senior Toy Association executives, cutting the ribbon for a Toy Fair returning to the Javits Center in New York some years after Covid had ravaged the world and put paid to in-person trade shows, opening four days of both fun and business. Here’s the A-Z of the show taking in everything from the serious and business-like to more fun elements…

A is for Awards A whole slew of gongs were handed out in a curtain-raiser to the show, as former Fugee and rapper Wyclef Jean provided the entertainment at the swish Toy of the Year ceremony. Held the night before the Toy Fair kicked off in earnest, the Toy Association further capitalised on the publicity and press interest with a stand featuring some of the winners and innovations that picked up prizes on the night.

B is for Build-A-Bear Workshop It’s not every day you get to see a film premiere at a trade show, but Toy Fair could boast just that as the Saturday evening saw the unveiling of Unstuffed.

Subtitled A Build-A-Bear Story, it outlines the quarter of a century history of the retail chain, which went global after initially launching in St Louis, Missouri, in 1997. It's directed

by Taylor Morden, something of a retail documentary specialist after his last outing, The Last Blockbuster, looking at the last surviving store in the worldwide video rental chain.

But, unlike Blockbuster, Build-A-Bear Workshop is still a going concern, and, as executives introducing the documentary noted, it’s on course for a third year of massive growth. The film was made with the co-operation of the retailer, from founder Maxine Clark to current chief executive Sharon Price John, and is an eminently watchable, amusing journey, taking in not just the retailer’s story, but that of teddy bears, too. Build-A-Bear Workshop founder Clark said in an official statement: “The 25 years of BuildA-Bear is really a story of heart, and 8

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TnP was lucky enough to be among the judges for the inaugural Reimagination Award, which aimed to acknowledge the effort and ideas going into booths and stands

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filmmaker Taylor Morden wanted to capture both the ups and downs of our journey from a single mall retailer to a global iconic brand. I really didn’t know what to expect, but I’m so proud of how Unstuffed came together.”

“Unstuffed is so much more than just the story of Build-A-Bear Workshop, although it is definitely that. It’s for anyone who has ever loved a stuffed animal or held onto something sentimental from their childhood,” Director Morden told US film trade publication Deadline.

“The story of Build-ABear is really the story of the amazing people that brought the company to life and have kept it relevant for over 25 years. Getting to spend time in the world of Build-A-Bear is an experience I’ll never forget. And I have the teddy bears to prove it.” So does TnP – there were Build-A-Bear products on every seat at the premiere.

C is for costumed characters Try as you might, you can’t avoid outof-work actors or toy company interns or PR people dressed up as assorted characters in huge outfits. We’re still laughing at watching one trying to negotiate a flight of steps. And did you really go to Toy Fair if you didn’t take a selfie with one of the many assorted characters?

D is for Ducks Ducks aplenty as UK company Numskull showed off its character licensed rubber ducks and more and, when we visited the Welwyn Garden City, Herts based company, the stand was absolutely heaving and the order books were bulging. Trade manager Erroll Thomas told TnP: “It’s been very

good, very busy. We’ve been selling in to the US since the beginning but this is our first time here.”

Numskull senior sales manager Jack Fox agreed, adding: “It has been absolutely rammed.”

E is for Eco-friendly Sustainability was at the fore of many products on display, from including packaging as part of the toy, through to fewer plastics in both packaging and products and an all together more environmentally friendly offering.

And parents are becoming more and more aware of these issues too. As the trends reports from the Toy Association noted: “Forty-five per cent of parents under the age of 40 are prioritising the sustainability of toys when making decisions.”

F is for Funko “You wouldn’t have been able to move if you’d come here a few hours earlier,” said one Funko executive to us on a very packed stand. A company that, again, shows the potential for kidult product.

G is for Guitar Starz As TnP roamed the windowless lower halls looking at some of the independent stands, we came across Toy Target, an indie operator that has a deal in place with Character Options to distribute its product in the UK. Its Guitar Starz and Piano Palz products, which blend plush with music and electronic tech, look like they have strong potential.

H is for HoloToyz After wowing attendees at London’s Toy Fair, the Irish company producing temporary tattoos featuring the likes of PAW Patrol, among others, jetted off to New York to make its debut at Toy Fair on the other side of the Atlantic. It said

toysnplaythings.media

after the event: “What an amazing experience – so good to meet up with brilliant friends and make new connections.” The company’s product ended up being recommended by key tech expert Cassie Slane and featuring live on Fox News.

I is for Innovation One of the highlights of Toy Fair is the sheer number of innovative products on show and the ingenuity of inventors and would-be toy and game designers. Among the things we saw were jigsaw puzzles you could create from a picture of your own face (still can’t work out how this one works), a game created solely by AI, ways of teaching kids to read, a new soccer game that looked genuinely exciting, and more.

These were all from independents dotted around the outskirts of the event, suggesting a promising future.

J is for Judging TnP was lucky enough to be among the judges for the inaugural Reimagination Award, which aimed to acknowledge the effort and ideas going into booths and stands at the show. From our perspective, it gave us a chance to get a good look at the stands and tour some of the depths of the show, to check the innovation and what some of the more obscure companies were offering.

K is for Kidult More than just a passing fad, as US Toy Association chief Steve Pasierb noted. “The kidult business is still very real in the US,” he said, saying how the consumer press kept expecting it to be little more than a passing fad and how it was “not going to continue”.

“Adults have become an important part of our industry,” he said.

NOVEMBER 2023

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One of the highlights of Toy Fair is the sheer number of innovative products on show and the ingenuity of inventors and would-be toy and game designers

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L is for Learning Resources The first stand that TnP visited as we mooched into the vast exhibition halls at the Javits Center was Learning Resources. It proved prophetic in that at least one of the products on show – Kanoodle – was a bona fide internet sensation. The company has smartly followed the trend by adapting and adding to the range. And it fully highlighted the importance of TikTok, influencers and wider social media in not only spotting and boosting trends but, in the case of Kanoodle, creating trends and turning games into bona fide phenomena.

M is for Magna-tiles Among the winners was Magna-tiles (preschool toy of the year), shortly due to open an office in Europe as the magnetic tiles – the clue is in the name – grow in popularity. “We’re ecstatic,” the company’s Michael Scheffki told TnP as the Toy Foundation showed off the winners in the entrance to the Javits Centre. “We can’t keep it on the shelf and it means a lot to everyone who works at the company – we’re a small and passionate team. This will add even more momentum.''

N is for New New as in New York or New Orleans.

Outlining his vision at a press briefing on the show’s Sunday morning, Toy Association chief Steve Pasierb told the international press that the show would, from 2026, be moving to New Orleans after an extensive, nay, exhaustive search. “It’s going to be great, it really is,” he said in an eminently quotable soundbite during the briefing. “New Orleans is a wonderful city,” he added, talking about its many amenities and more. “We’ve been in New York for 118 years,'' he noted, “this is a big, big change.”

But, before the dust had even settled, there were mutterings, not least from some of the international exhibitors, including some from the UK. It was, they noted, more difficult to access than NY, with less flights and a more complicated process. Few TnP spoke to expected the volte face that the Toy Association made, later outlining that it would, after all, be staying in New York.

What Fleet Street effectively refers to as a reverse ferret, was as shocking as the initial New Orleans announcement itself. Having said that, it’s a bold and honest move – rather than ploughing ahead with a decision that was quite clearly unpopular behind closed doors, it has made a move that means New York will remain as the home of Toy Fair beyond the 120-year mark.

O is for Ookkie Stakeboards Another innovative product, this time from a skateboard company, one of those exciting ideas you bump into while touring some of the hidden corners of Toy Fair. It’s essentially a training skateboard for budding young Tony Hawks, coming with a handle for parents to control and to encourage balance and, along the way, parts can be removed leaving the junior skater with a fully-fledged skateboard after they’ve built their confidence.

P is for Pony Cycle We’re not sure what the company’s order book looked like at the end of four days, but the Pony Cycle stand, (“Rides like a real pony”), a hybrid horse-cum-cycle machine, certainly drew interest, not least by having staff members regularly circling the stand riding these strange hybrid creations. Cue attendees all having a go and loads more Instagramfriendly opportunities…

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REVIEW

NY TOY FAIR

Q is for Quint One UK retailer – not present for assorted reasons – told TnP while we were in attendance at the show, that the US Toy Fair was key because in New York it took adult collectibles, kidult toys and more seriously, and we saw the evidence of that on the final afternoon, strolling around the assorted kidult stands, perusing the likes of Neca, ReAction and more. There were punk rock figures, heavy metal figures, a fair old selection of cult and horror film-related gear, and a smattering of ones featuring smoothtalking TV painter Bob Ross. One of our favourites was Neca’s Quint from Jaws in shark battle mode.

R is for roleplay Blackpool-based Casdon was one of the key UK attendees there, offering up a strong assortment of roleplaybased products.

“It’s a costly exercise for us, but it’s well worth it. We’ve had a lot of retailers coming to the stand,” said Phil Casdon from the family-run company. “It’s been a good show for us. We like the move to this date, we can launch new product here early. Overall it’s been busy and we’ve seen good people. Footfall seems a little bit down, but it’s been good.”

S is for Scented One of the trends we noticed while scouring the floor on the assorted halls was scented goods. Everything, it seemed, was scented. Cushions, pillows, assorted plush, pens and pencils and assorted stationery. Walk around and smell the strawberry…

T is for Trends The Toy Association outlined one of the key elements of its ongoing work at Toy Fair in the shape of its latest trends report, looking at what’s hot in toys and what the current movements were in the business.

Its four key areas unveiled were: Cool to be a Kidult “Young kids won’t be the only ones adding toys to their holiday wish lists — 89% of parents surveyed are toy shopping for grown-ups this holiday season, with 43% shopping for their spouse or significant other. More than half of the men surveyed (53%) will also buy themselves toys, as well as 48% of millennial parents under the age of 40.”

Conscientious Consumers The Toy “Parents are more discerning than ever when it comes to choosing Association which companies they support, with outlined one 31% stating that they want to be sure of the key the company they purchase from has core values that align with their elements of its own – especially dads (38%). ongoing work “This holiday season, key themes at Toy Fair in that will have an impact on toy purchasing decisions include the shape of sustainability, diversity, and its latest representation.” trends report, Playing it Smart “Parents know that play is crucial to looking at kids’ learning and development – that’s why 81% are very or extremely what’s hot in likely to make sure they buy at least toys one toy with educational value.

Whether kids are coding their own pet, playing a game that boosts their reading skills, or roleplaying in the kitchen or as a caregiver and building important social skills in the process, toys offer a proven pathway to learning through play. Nearly two in three parents (65%) will consider how the toy they choose helps build a skill set, particularly when it comes to helping boost kids’ understanding of STEAM concepts and even skills such as cooking, sewing, baking, and cleaning.

Just over half (51%) of parents also consider whether a toy promotes mental well-being when shopping for their kids.”

Pop Culture at Play “Toys have an enduring impact on pop culture (and vice versa), bridging generations and evoking feelings of nostalgia. Against the backdrop of a banner year for blockbuster toy-related movies like The Little Mermaid, Barbie, and Teenage Mutant Ninja Turtles, 38% percent of parents expressed an interest in buying toys inspired by movies and popular entertainment franchises.”

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U is for University Toy Fair University, the talk, lecture and presentation side of the event, was routinely 3

well attended every time we popped along. Chief among the presentations was an excellent one looking at the role of independent toy stores – mom and pop outlets as they’re known in the US – and the challenges facing independent operators. With tales of the difficulty in opening accounts with the major toy companies, it showed that retailing was not only local issues, but worldwide ones affecting all retailers everywhere. More on this in the next issue of TnP. V is for Video Blockbuster Video is alive and well and living in Funko’s new Rewind selection of collectible figures packaged in – you guessed it – Blockbuster-style video packaging. One of our favourite things we saw at the show.

W is walking And let’s face facts, you’re going to do a lot of it at Toy Fair. Worth keeping a close eye on your step count – our final tally on the Monday of the show was a whopping 51,737 steps, which equates to more than 23 miles. Almost a marathon’s worth…

X is for Xcello Another innovative product, this is, as the company told us on its stand, “a very efficient way to sell inflated products”. In essence, it’s a ball, de-inflated, in a box, that is “designed with retailers in mind” and is perfect to rack in stores. Comes complete with a pump and valve to inflate, but a perfect spacesaving design.

Y is for Yo-yo Get ahead, get a demonstrator. Part-time supply teacher, yo-yo expert and former toy store staffer Tylor McCallumore was on the Duncan Games stand showing off his perfect yo-yo skills. And he drew something of a crowd, further highlighting how something so simple can still be exciting and help pull in punters and interest on a stand. Talking about his love for the sport makes him the perfect ambassador and, as with much of the show, his demonstrations were supremely social media friendly, helping spread the Duncan word even further…

Z is for Zoo Or, rather, T is for Tattoo Zoo. Fancy a plush complete with tattoos? One of the smaller stands in the lower floor was offering just that. Tattoo Zoo told TnP that it initially started as a cancer fundraiser and mushroomed from there – moving from tattoo conventions into more adultfriendly toy stores and, hopefully, going even further.

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NEWS

Toy Fair: fighting fit As the nights draw in and autumn and soon winter are here, so thoughts turn to Toy Fair next year… With sold out exhibitor space and a big anniversary to mark in 2024, organisers are not resting on their laurels for the January show, however, as the BTHA’s Majen Immink told TnP… After what was acclaimed in most quarters as a hugely successful 2023 event, and next year’s floor packed with exhibitors, taking up almost as much space as the giant Olympia can offer – its Grand and National halls are rammed and exhibitors are also heading to the Upper West Halls, such is the demand – Toy Fair is well and truly back.

But organisers at the BTHA are not getting complacent about the event as the countdown continues.

For as well as new elements being added alongside the ever-expanding exhibitors list, and something resembling a proper awards show being planned, there’s still a sense of urgency at the BTHA. But before we go on to next year’s Olympia event (January 23-25 in case you didn’t know), let’s look back at this year’s and even here, despite its success, the BTHA was listening to exhibitors and attendees.

“We received really positive feedback from both retailers and exhibitors,” said Majen Immink, director of fairs & special events at the BTHA. “It was great to see the show bustling with activity in the current climate and following the events of the past couple of years. Every year we take into consideration feedback from exhibitors and visitors. It is so important for our show to take all feedback on board as we strive to improve each year.

“For 2024 we will be closing the final day of the show at 4:30pm, while Tuesday and Wednesday will continue with the usual timings and closing at 6pm.”

The strong feedback was a good pointer to how sales might go in 2024, and it is further testament to, Immink said, just how important a date Toy Fair is.

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“We are incredibly grateful for the continued support from everyone involved with the event,” she explained. “While selling out mainly due to our high re-booking rate was not a huge surprise, given our good feedback and history of returning exhibitors, the fact that the exhibition space sold out so early was a testament to the importance of Toy Fair in the industry’s calendar.

It demonstrates the trust and be seeing huge changes in the show format confidence that exhibitors and as the real focus is on the huge range of brands have in the event. products and many exciting new launches “In addition to both that we get to see everywhere. In addition levels of the Grand and to the return of big companies, visitors can National Halls, we have expect to see thousands of brand-new now extended into part products at Toy Fair 2024 from tech toys, of the Upper West Hall to board games and construction accommodate toys, to licensed toys, STEM the growing “The awards toys and plush. We are also demand for evening will exhibition space. involve a drinks excited to see Toy Fair TV back, which will provide an added Spin Master Toys, Tomy reception, air of excitement to the show and LEGO will all be situated in the extended space in the Upper preceded with a floor with the live camera crews filming toy demonstrations on West Hall. Elsewhere around the seated awards exhibitors’ stands. Toy Fair’s Hero show floor we have a large range ceremony, honouring the Toys will also be back, where of exhibitors including Orchard we showcase and celebrate a achievements Toys, Clementoni UK, Zappies selection of the best and most Limited, John Adams Leisure of retailers innovative toys of the year.”

Limited, Galt, Moose Toys, heo, and suppliers One key element is set to Clarendon Games, Slime Party across various return after an absence, too.

UK, plus many more.” categories” One of the few criticisms we Of course, next year is also a heard in January this year was big anniversary, and it will give the lack of a punchy awards ceremony that the BTHA a chance to further highlight the truly celebrated the best the industry has importance of the show and its place in the to offer across the board. And this is set to industry’s history. return next year.

Immink said: “We will be celebrating the Immink said: “The Toy Industry Awards 70th anniversary of Toy Fair in 2024 and will return at Toy Fair in 2024. This special will be gearing up event will take place on the first night of to acknowledge the show, Tuesday, January 23. The awards the occasion with evening will involve a drinks reception, different nostalgic preceded with a seated awards ceremony, features at the honouring the achievements of retailers show championing and suppliers across various categories. the many exhibitors We expect high demand for this event over the past 70 and tickets will be available on a firstyears of Toy Fair.” come, first-served basis once finalists At the same have been invited. For further details, we time, there is also encourage you to contact Matt@btha.co.uk a feeling of “if it for more information.” ain’t broke, don’t fix And, she concluded: “We also are it”, particularly as very much looking forward to seeing the there are so many unveiling of the winners of the Toy Fair’s Hero popular returning Toys, with the unveiling due to take place on items, as Immink the morning of the first day of the show.’’ outlined: “We won’t

toysnplaythings.media

Patrol still on top Spin Master’s PAW Patrol franchise is still top dog for preschoolers and, as the latest film celebrates its box office achievement, the company has said the buzz surrounding the film helped its September sales soar n the run-up to the October theatrical release.

The film made more than £3.4 million in its opening weekend in the UK, on its way to some $127 million in global box office receipts in its first three weeks.

And with activity in stores ranging from Harrods in London onwards – with a six-week pop-up – Spin Master is noting its strong sales. These saw it maintaining its position as top preschool property throughout September, up 3% year on year.

Mighty Movie themed vehicles were number three in the ITPS category too.

Becca Hanlon, Senior Brand Manager at

Safety expert awarded Spin Master Toys said: “It has been fantastic to see the fans’ excitement in the lead up to the release of the second film, PAW Patrol: The Mighty Movie, and we’re thrilled to learn that our toys are helping to bring the action of the big screen into homes up and down the country. The PAW Patrol pups believe that there is no pup too small, so we hope that our toys bring that sense of adventure to little ones and encourage them to be their own hero.”

Asmodee brings the half-term cheer Asmodee brought a bit of halfterm cheer to half-term week as well as helping raise charity cash in a special event held on Thursday October 26.

The Make Britain Smile game event held at board game venue Draughts in Waterloo invited parents and children along to sample some of Asmodee’s current crop of games.

Monies raised from the entrance fee were going to the Ellen MacArthur Cancer Trust charity.

Draughts events manager Dan Gyte told TnP: “From our point of view it’s been a great success. It’s all about getting kids in here and supporting the charity, so it couldn’t have been

a better result. Asmodee is a great company to work with and doing more events with them is definitely on the cards.”

The idea was the brainchild of Asmodee’s Head of Product – Commercial, Greg Stanton.

Speaking before the event he said: “October half term can place a big demand on families especially when trying to keep the children happy and entertained. We wanted to help and decided to put on a fabulous day for everyone to enjoy at a very low cost (just £7) but for that money to also benefit the lives of children in the UK who are coping with cancer. We hope everyone will have something to smile about this half term.”

Spielwarenmesse offers Playground twist for kidults Spielwarenmesse has revealed more details of its new section aimed at highlighting kidult products at next year’s show.

Life’s A Playground – Kidsters, Kidults & Co, making its first appearance in Nuremberg at the 2024 Spielwarenmesse, due to take place from January 30 to February 3, is an “interactive special area’’ broken down into four categories and offering up products that, organisers said, no store can afford to be without.

The four sections are Collectibles, Premium Collectibles, Creative Fantasy and Tabletop Games. The section will, organisers noted, offer “not only the relevant products but also retail-specific ideas and insider knowledge”.

Spokesperson Christian Ulrich said:

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“Adults with an interest in games have long been more than just a niche market. They represent a target group with high levels of sales, and it is essential for the toy trade to keep them in their sights.

“The whole ‘Life’s a Playground’ concept, through its interactive special area and factual expert knowledge, clearly indicates the great potential that lies within this target group.”

The BTHA’s Rebecca Deeming runs through key highlights from the past four weeks, as well as looking ahead to the coming months and more…

Last month the BTHA’s toy safety expert, Jerry Burnie, was presented with an OBE for services to business and consumers, related to the safety of toys. Jerry received his award at Windsor Castle from Princess Anne.

Jerry owns and manages his own toy safety consultancy, Independent Quality Solutions (IQS), and has been working as our lead toy safety consultant for many years. Jerry heads up our toy safety advisory service and is also chair of our technical and sustainability committees. We would like to congratulate Jerry once again and thank him for all of his many important contributions to toy safety.

Our sustainability team has been busy putting together four new Jerry Burnie environmental design guides exclusively for our members by environmental design consultants at Beyondly. There are two longer form guides, which outline best practice and design considerations for both sustainable toy packaging, and toy product design and reuse.

These guides consider relevant legislation that toy companies should be aware of when designing toy packaging and products, as well as highlighting a range of circular design opportunities that toy companies may want to consider over the longer-term. BTHA members can access these guides on our website www.btha.co.uk.

Elsewhere, our safety team has been busy updating our microplastics guidance document as well as providing updates for members on the UKCA mark. If you are a member and would like to know more information on these topics, please contact queries@btha.co.uk.

We are just a couple of months away now from Toy Fair 2024. January’s show marks our 70th anniversary and we are busy collating content from the archives so we can add elements of nostalgia in the build-up and at the show. If any exhibitors have any old images/videos/stories they would be willing to share with us, please send them to me at Rebecca@btha.co.uk.

If you would like to learn more about BTHA membership, please contact: Tracey@BTHA.co.uk.

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NEWS Spin Master agrees deal for Melissa & Doug Spin Master has boosted its presence in the preschool and early childhood sector at one stroke after announcing it has agreed to acquire Melissa & Doug in a deal worth $950 million.

The deal will see what Spin Master called “a wellrecognised and trusted brand in early childhood play” come under its wing, and will “bolster Spin Master’s position as a leader in the children’s entertainment industry and will bring complementary capabilities in early childhood toys by adding Melissa & Doug’s high-quality offerings of open-ended, creative, and developmental wooden toys”.

Melissa & Doug has built its reputation by developing high-quality sustainable products and Spin Master chiefs noted that the addition of Melissa & Doug to its roster will add complementary early childhood products to its portfolio, as well as “diversifying its range across

Quantum leaps in with Heathside

Pop culture specialist Heathside has acquired the IP and assets of fellow pop culture company Quantum Mechanic Inc. Quantum creates toys, plush, gifts, apparel, games, prop replicas, resin collectibles and the Q-Fig brand of PVC collectibles. QMx, as it is also known, has a number of fan favourites in its products lines, which, along with Q-Figs includes Zippermouth Plush, Mini Masters and 12 other brands.

Heathside global business development EVP Darren Epstein said: “QMx customers, and direct-to-consumer business will integrate with the ranges and brands that we have been developing, which include Master Replicas and Khadou brands, which will allow us to leverage a wider range of collectibles from many of our partners and licensors. Our plan is to utilise the strength of some of the QMx IP and brands in 2024, and we look forward to adding to the Heathside expansion.

“Heathside will continue to invest in growth for its business in both its B2B and B2C, on products and partnerships’’ the statement continued.

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new channels and formats”.

Spin Master global president and CEO Max Rangel said: “What excites us so much about Melissa & Doug is the power of their brand, their deep knowledge in developmental play and their passion for creativity, imagination and sustainability.

As a trusted brand of early childhood toys with an evergreen portfolio, Melissa & Doug will expand Spin Master’s presence in new categories, providing immediate revenue growth, broader reach in all retail channels and market coverage. The addition of Melissa & Doug is highly complementary and connects with our strategic vision to reimagine everyday play, providing a compelling platform for long-term growth through innovation, while also meeting the changing demands of children and parents of the future.”

Melissa & Doug president and CEO, Fernando Mercé, commented: “Throughout our 35-year

Buki France signs with Halilit Halilit has signed on the dotted line with French educational toy and craft company Buki France in a deal that will see it becoming UK distributor for the company from the other side of the Channel.

Buki France has established a strong reputation across mainland Europe since its formation more than 30 years ago, with its product running from preschool through to teenage age groups, covering multiple categories and taking in everything from outdoor toys and science and discovery through to crafting and stationery sets. It covers a wide range of price points and, Halilit said, offers a “one-stop collection of desirable, high-quality toys and gifts”.

Halilit sales and marketing director Amy Wildman commented: “With both companies being known for their focus on providing developmentally appropriate learning experiences for children, the collaboration between Halilit and Buki France seemed a natural fit.’’

history, Melissa & Doug has helped ignite children’s imaginations by fostering open-ended, sustainable play. We are confident that by working together with Spin Master, we will be able to reach more families, inspire more imaginations and unlock greater growth potential.”

Spin Master’s co-founder Anton Rabie added: “We have an incredible history of pursuing accretive acquisitions to propel our growth as a company and have become trusted stewards of many renowned and beloved children’s brands.’’

Fellow Spin Master co-founder Ronnen Harary added: “With this acquisition, we are committed to preserving the essence of what Melissa & Doug represents for families and are confident that our investment will enable us to accelerate growth and build upon our legacy as a leader in the children’s entertainment industry now and into the future.”

Spin Master further noted that Melissa & Doug added a trusted brand to its portfolio and its product chimed with modern parents’ desire for sustainable wooden toys and screen-free play; innovation growth opportunities; boosted Spin Master’s preschool and early childhood presence; and an “evergreen product portfolio”.

Disney Lorcana goes international Ravensburger is continuing in its plans to take over the world with its Disney Lorcana trading card game, as the company has announced plans to move into 10 new territories early in 2024 with the launch of the third season.

The new countries will, Ravensburger said, effectively double the number where Disney Lorcana is available.

The 10 new territories are Spain, Portugal, Sweden, Norway, Finland, Denmark, Czech Republic, Slovakia, Poland, and Mexico. These add to United States, Canada, United Kingdom, Ireland, France, Italy, Germany, Austria, Switzerland, Belgium, The Netherlands, and Luxembourg.

“The appeal and excitement for the Disney Lorcana Trading Card Game goes beyond borders, with fans around the world anticipating its arrival,” said Filip Francke, global head of games for Ravensburger. “Not only are we bringing Disney Lorcana to players in new countries and in new languages, but we also plan to reprint the first two sets of the game so current and new markets have access to them.”

Disney Lorcana is also being translated into Italian, making it the fourth language for the game, joining English, French and German. Meanwhile, the success of Disney Lorcana means Ravensburger is reprinting the first set, The First Chapter, as well as the not-yet-released second instalment, Rise Of The Floodborn, with the reprints available

by Christmas in North America and in January in Europe.

toysnplaythings.media 03/11/2023 16:14

Monsters unite for premiere Gothic and glam chic was on the timetable as celebrities and parent influencers lined up for the premiere of Monster High The Movie 1.

The event, hosted jointly by Mattel Television and Nickelodeon, was held at London’s Regent Street Cinema.

It saw stars such as reality legends Amy Childs, Jac Jossa and Imogen Thomas, arriving with their children, many of whom were

dolled out in Halloween and Monster High-themed outfits.

Other attendees, with children and grandchilsren, included Loose Women panellist Linda Strictly’s Nadiya Bychkova, influencer family LDN Family, Anna Whitehouse, otherwise known as Mother Pukka, ex-Emmerdale actress Anna Nightingale, exEastEnders star Judi Shekoni, celebrity nutritionist Gabriella Peacocks, Olympian Jeanette Kwakye and Influencer Cat Simms.

Unlimited plans from Asmodee Asmodee this week hosted an event for retailers and press to launch its new Star Wars trading card game into orbit.

The Birmingham-based launch saw media and retail learning about Star Wars: Unlimited, from Asmodee’s plans for the release in 2024 through to how to play the game, essential for the TCG retailers.

Asmodee’s head of product – commercial, Greg Stanton, said: “We hosted our first retailer day in Birmingham this week to launch something incredibly exciting - Star Wars Trading cards. This launch is incredibly important to Asmodee for 2024 and we were delighted to be able to share our long-term plans and commitments with retailers and media alike. The day was a great success and there was certainly a buzz around the venue.’’

Vivid Goliath stays Faithful to Traitors game Celebrities, the ubiquitous influencers and contestants from the first hit series of TV show The Traitors lined up to mark the launch of the game based on the cult BBC programme from Vivid Goliath.

Attendees, including Tasha Ghouri, Andrew Le-Page, Michelle Heaton, Toby Anstis, Mark Ferris, Jack and Missy Keating had the chance to play the game with, as the company put it, fellow Faithfuls, as well as touring the venue, the London Dungeon, to discover who the real Traitors were.

It’s part of Vivid Goliath’s ongoing marketing efforts to support the launch of The Traitors Board Game, which landed in September and is, the company said, currently selling well. The marketing push will continue up to the festive season.

Vivid Goliath marketing controller Chloe Burrowes said: “We’re delighted with the success of The Traitors Official Board Game launch. We hosted the event at the perfect location, which helped create the atmosphere and interactivity to allow guests to thoroughly enjoy immersing themselves in The Traitors experience and play the board game.’’

NOVEMBER 2023

Board Games Club gets seasonal It’s time for the Boxing Day Boredom Busters as the Board Games Club readies itself for its next event – and it’s the Christmas-themed one.

The special seasonal version of the popular night for board games fans and many in the industry will be taking place at its usual home of the ever-swish Century Club along Shaftesbury Avenue in the heart of London’s West End on December 5.

On the line-up to play will be plenty of old seasonal favourites as well as new titles that wil become future classics played over the Christmas period.

What’s more, anyone wearing a Christmas jumper will get a free glass of fizz upon arrival. ``“We can’t wait for our big Christmas bash. While we’re huge fans of year-round board gaming, Christmas means we can indulge in all the joys of festive gaming – trivia, silliness, retro favourites... We invite games brands of all shapes and sizes to suggest games for us to include on the menu as well as spot prizes for best Christmas jumpers in the room,” said the team behind the event.

Companies wishing to get involved can email boardgameclub@ playtimepr.com for more, while membership, open inside the toy industry as well as outside and offering up networking and social opportunities, is available at www.boardgameclub.net.

Tickets for the December 5 event are available at www.eventbrite. co.uk/e/christmas-board-game-club-at-century-club-tickets743606546197?aff=oddtdtcreator

Tamagotchi on the streets for Bandai The Tamagotchi brand’s marketing campaign has gone 3D for a new out of home campaign from Bandai UK. The company said the campaign has taken the nurturing pet brand to “a whole new level for the digital world” as it hit Westfield shopping centre, west London.

The experience at the mall saw a 5m by 5m 3D branded holographic billboard literally bring the Tamagotchi Uni to life. It followed hot on the heels of an installation at London’s King’s Cross Station earlier in October.

As well as grabbing the attention of scores of commuters and consumers, the Tamagotchi efforts also drew huge interest on the @tamagotchi Instagram channel, Anyone who took a selfie or filmed a reel of the billboard and posted it on Instagram with the hashtag #3Dtamagotchi stood a chance of winning their own Tamagotchi Uni. “The Tamagotchi Uni brings a completely new experience to the Tamagotchi brand and the

electronic toys category”, says Priya Jadeja, Bandai UK. “The hologram campaign perfectly captures this fresh approach by creating a unique, exciting immersive encounter at ground level to directly target consumers in high footfall areas.”

Bandai UK worked with Disturbed Media Group on the “onthe-ground immersive experience”, which used 4K Ultra high definition 3D tech. Bandai said its campaign “leverages 3D hologram and projection technologies to create Tamagotchi characters that appear to be real and completely afloat in a free space”.

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NEWS

The Entertainer reveals its Christmas dozen The Entertainer has become the latest retailer to reveal its top toys for Christmas, with a wide selection of toys and products for children of all ages for the gifting season.

As the retailer said in its announcement: “With the festive season just around the corner, The Entertainer has announced its top toys for Christmas 2023. From hug-tastic plush toys and interactive pets, to dolls, blasters and beyond, The Entertainer is jam-packed with gifts for children of all ages this Christmas.”

As well as trade-wide products, its chart for the final months of the year includes its own Entertainer exclusives.

The toys are among those featured in The Entertainer’s Christmas catalogue, which you can see at https://online.flippingbook.com/ view/567812428/.

In an exclusive chat with TnP, The Entertainer chief Gary Grant discussed the list for 2023, as well as talking in wider terms about the year.

When TnP chats to Grant, it’s the middle of October and business for the year is okay, although September and October have slowed somewhat. “It’s been a difficult few weeks but the last few days showed promise,” he noted. “October is behind where we’re expecting it – there are reasons behind it: unseasonably warm weather, it doesn’t feel like it’s winter or Christmas; the cost-of-living crisis and whether people can buy early or are leaving it late; delayed or less marketing.” He notes manufacturers may have reduced the titles they are pushing and may also be waiting until closer than Christmas.

“I’m still positive, I think Christmas will be a blast,” he said. ‘‘It will be later, much more intense, more like the last six weeks. This presents its own problems: logistical problems, problems with volume, managing queues at the till… But we’re up for a challenge and we will do it.

“Overall the year has been good, we’re very pleased, it’s been a hard year for different reasons. But Christmas is a time when people open the purse strings, no one

likes to short-change their children.”

He argued that it doesn’t yet feel like Christmas - a warm early October put paid to that - which has affected footfall, not least because few are out shopping for winter coats or wardrobes because of Christmas.

The publication of The Entertainer’s top 12 toys, has helped signal the start of the season, however.

Grant said planning started at Toy Fair, with items such as Spin Master’s Bitzee, while more have been added as sales progressed – hence the return of Loom Bands (“At the beginning of the year no one thought they’d be back, but Loom Band sales are really kicking in”).

He further argued that while lists were great for editorial and consumers, they may not be of huge interest to the industry, Dream Toys aside.

“It’s produced for consumers, for the store managers and customers. Some people come into stores and know exactly what they want, get one of those things, pick it up, walk out; they’re on a mission to get that one thing. Many other shoppers come in stores looking to be inspired, looking for stuff – this where the list comes into its own.

“It galvanises interest in toys; we’re trying to stimulate publicity, interest and awareness.

But the only list that really has any authority is Dream Toys, it’s put together from a wide panel.”

But it does signify the beginning of something important.

“We have very high hopes for Christmas.

And this is definitely the start of Christmas.

There’s lots and lots of plans. We’ve got a whole professional marketing team, working

The Entertainer’s 12 for Christmas • Bitzee Digital Interactive Pet • Fuggler FuggGlow Soft Toy – exclusive to The Entertainer

• Disney Stitch Squishmallow – exclusive to The Entertainer

• Twister Air • Out To Impress Loom Band Craft Kit • PAW Patrol Mighty Movie Pup Squad Aircraft Carrier – exclusive to The Entertainer • Hot Wheels Corkscrew Twist Playset – exclusive to The Entertainer • Pets Alive Fifi the Flossing Sloth Electronic Pet • Barbie Dream Boat Playset • RainBocorns Fairycorn Surprise!

Mystery egg • LEGO Star Wars Spider Tank exclusive to The Entertainer

• Happyland London Bus on TikTok videos, sizzles, ads, banners, promotions on the website, our letters to Father Christmas campaign…”

Before Christmas, there’s also November and the whole Black Friday idea, although this year, Grant said, it will be more like a whole month of Black Friday offers. “Black Friday will be a blast, but why ram two weeks’ sales into a day?

“We’ve made a decision to drag out Black Friday, it’s almost Black November. We’re going to get fireworks out of the door, get stock in for Black Friday. And then December will happen all by itself.”

Funko’s airport store takes off Collectible giant Funko is launching its own pop-up store in the departure lounge of the ‘world’s best airport’ in Singapore.

The 200 sq m store is in Terminal 2 at the Changi Airport, which has won the best in the world award from Skytrax 12 times since 2000, is the first of its kind on South East Asia.

Passengers can experience the world of Funko, with interactive elements such as photo opportunities with giant statues of Funko faves such as Harry Potter, Groot and Batman; Pop! Boxes for more Instagramfriendly offerings and an activity area, as well as being able to pick up scores of the licensed collectibles.

The store is scheduled to open for at least five months from October 6.

Senior regional director Asia: Funko Far East Andy Clempson, said: “We 16

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are delighted and excited to be working on this special project with CAG through our long-term Singapore Distribution partner Simply Toys.

Changi airport is an iconic, worldrenowned gateway to Asia, and this collaboration allows us to present our Funko brands to new consumers whilst allowing our existing international Funko fans to really ‘follow their fun’ in a truly immersive experience.”

Ann Goh, MD of partner in the store Simply Toys added “This will be the first time so many Funko statues will be brought together in this part of the world and will certainly delight any Funko collector.”

toysnplaythings.media 03/11/2023 16:11

The Entertainer seeking seasonal staff The Entertainer has launched a festive recruitment drive offering up to 800 new roles for seasonal sales assistants across its UK estate, with the potential for the roles to lead to permanent positions.

Contracts are available for between eight and 20 hours per week, and the retailer said the roles are perfect for those seeking flexible shifts and extra income this winter.

Seasonal sales assistants will be working on the shop floor, with duties including “engaging and assisting customers, showcasing the latest toys, operating cash registers, stock rotation and ensuring the store is wellpresented throughout the day”.

The Entertainer is also looking for night stock assistants, placing stock on the shelves ready for the dayrime rush, with roles initially on a 20-hours-per-week contract, rising to 37.5 as Christmas approaches.

The retailer added that not only will staff not have to work Sundays given its nationwide policy of not opening on the Sabbath, but will also benefit from a 20% staff discount.

Highlighting the possibilities of progressing through the ranks at the retailer after starting as a temporary seasonal staffer, Karen Emery, area manager at The Entertainer, said: “I’ve been part of The Entertainer family for 20 years, joining the business in 2000 as a Christmas temp and almost immediately I knew I wanted to be a part of the company for as long as I could.

“From the get-go I was encouraged, supported and challenged to be the best I could be. Twenty years later, as an area manager, I am responsible for 18 stores across the South West.

“My role may be different but my place is the business feels very much the same; one of security and belonging.

Any company can have a set of values and often have a generic company vision, however everyone at The Entertainer lives and breathes our values with passion, drive and determination.

“Retail can be a challenging career but when doing it within The Entertainer environment it feels rewarding, a place where you make a difference to a child and their family and those type of memories really do last a lifetime….. Why wouldn’t you want to be a part of that?”

More details at https://careers.thetoyshop.com/ Department/Seasonal.

Smyths unveils Xmas top 15 Smyths Toys Superstores Top Toys List: • Ninja Turtles Pizza Van and Figures • Little Live Pets Mama Surprise Mini – Bunny • Bitzee Interactive Digital Pet • Hot Wheels Mega Garage (exclusive) • Double Shot Basketball Arcade with Timer (exclusive) • Sharper Image Remote Control Road Rage Bumper Cars (exclusive) • Cool Maker PopStyle Bracelet Maker • Barbie POP Reveal Dolls • Heroes of Goo Jit Zu King Hydra • Squishmallows Fuzz-a-Mallows (exclusive) • Tie-Dye Furby (exclusive) • LEGO Arctic Ship Explorer • PAW Patrol Skye’s Deluxe Movie Jet • WWE Monster Truck (exclusive) • Schleich Horse Club Transporter

Smyths Toys has unveiled its top toys and recommendations for Christmas 2023, with its countdown of 15 different products.

In presenting its top 15, following on the heels of the likes of Argos and Hamleys, with Dream Toys due in November, the retailer said it is answering the question everyone is asking at this time of year: What are the top toys for Christmas?”

Its listing includes familiar favourites such as the ubiquitous Barbie, Hot Wheels and LEGO, with new releases taking in perennial licences such as WWE and Teenage Mutant Ninja Turtles.

Sinead Byrne, European marketing director at Smyths Toys Superstores, said: “With so many wonderful toys this year, we’ve been spoiled for choice with some very cool new pets, new interactive Pet Bitzee is already a favourite for kids, Furby is back and cooler than ever – try out the meditation mode! We are also very excited about our Teenage Mutant Ninja Turtles range, perfect for fans of all ages – there’s a Turtles Pizza Van, and figures of your favourite Turtles.The list also features popular favourites and exclusive to Smyths Toys super cute Squishmallows Fuzzamallows! Very fun remotecontrol speed bumper cars, and more. There’s something for everyone and all price ranges this Christmas, at Smyths Toys Superstore.”

Into the Crystalverse YouTuber and influencer Harlow Luna White was the star of the show as Curious Universe kicked off a series of events to introduce its Crystalverse range to consumers.

It partnered with retailer Hobbycraft for the first in the series of experiential initiatives just as the range begins hitting the shelves.

The tickets-only event saw queues round the block at the new Hobbycraft store in Poole, Dorset.

“The event at the weekend was a fantastic way to kick off our marketing programme for Crystalverse,” commented John Styring from Curious Universe. “It was incredible to see so many Harlow fans out in force on the day and with such strong branding and product presence in store, it proved a perfect launch partnership so kids could get hands-on with the range. This is just the beginning for Crystalverse, with a tidal wave of PR, digital and marketing initiatives including a dedicated game launch, hitting over the next few weeks.”

NOVEMBER 2023

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Chloe smashes targets on Peak district

NEWS

Moore upped to sales director for MGA, Zapf As part of a recent round of promotions that has seen Sara Taylor being made senior VP for the UK, France, Italy and Spain and Michelle Lilley to VP of marketing for EMEA, MGA and Zapf have appointed Ellie Moore to the newly created role of sales director for both companies.

Moore, previously sales director for Zapf, where she has been since the start of this year after joining from MV Sports, will now oversee the UK and Ireland sales team, taking in everything from L.O.L. Surprise and Rainbow High to BABY born and Baby Annabell by way of Little Tikes.

Moore said: “Since joining Zapf Creation at the start of the year, I’ve loved bringing my wealth of skills and experience to some of the nation’s favourite brands such as BABY born

and Baby Annabell. I am thrilled that my new role now includes some of MGA Entertainment’s incredible brands such as L.O.L. Surprise!, Rainbow High, Little Tikes, Fluffie Stuffiez and MGA’s Miniverse. I look forward to working with the wider MGA team and sales partners as we prepare for a busy Q4 and a very exciting 2024.”

It comes among a raft of changes as Sara Taylor was upped from MD for the UK and Ireland to senior VP for the UK and FR.IT.ES earlier this summer.

She boasts more than 30 years in the business, joining MGA in the summer of 2022 after a career taking in roles at Spin Master, Funrise and Mattel. She will oversee all territories to drive the company’s strategy. At the same time, Michelle Lilley was promoted to vice president of marketing, EMEA. She’s been at MGA for 10 years, joining initially as marketing manager for the Little Tikes brand. She now oversees the marketing function for all brands across the UK, Ireland and EMEA territories, with, as the announcement noted, “a focus on driving widespread consumer demand across all channels”.

On the move to MoVe John White is on the move – he’s been appointed to the the role of senior national account manager at MV Sports as the company readies itself for its forthcoming name change to MoVe. He joins from Wilton Bradley, where he managed key accounts across a portfolio of its wheeled, outdoor and sport products. Further experience making him ideal for the MV role includes stints at the likes of Mattel, Magformers and KD Group across wheeled and toy sectors.

He also boasts experience across both nationwide groups and chains and independent toy stores too.

MV said he would be working alongside national account manager Jordan Kay “developing the business across MV’s wide and varied customer base”.

White said: “I am excited to be joining MV at this time, they have a fantastic range incorporating great products and first-rate licences, the business is well established with most major retailers, and I look forward to working with Phil and Jordan to take MV to the next level.”

MV chief Phil Ratcliffe commented: “I am delighted to be working with John.

His broad knowledge of the toy, wheeled, and outdoor category is a perfect fit for the company. I am confident that he will develop our business and foster strong relationships with all our customers.”

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‘These boots are made for walking’ and that’s just what Chloe Bagshaw, senior product manager at MV Sports used hers for.

Chloe and pals embarked on Trek26 for the Alzheimer’s Society, walking 26 miles exploring the Peak District’s famous hills, dramatic rocky outcrops, wild moorlands, and tranquil dales all in one day to raise cash for the charity.

The team had set a target of £2,100 for the Alzheimer’s Society, a charity launched to end the devastation of dementia in the UK. The charity is made up of members with over 40 years of experience and offers support through numerous services and channels.

Chloe and co smashed their target by 209%, raising an incredible £4,404 for the charity. This incredible achievement will fund various services offered by the charity such as, dementia advisors, brain signing sessions and fundamental doctoral research. Congratulations to Chloe and the rest of the team, you can show your appreciation and support by donating to the good cause and further adding to the charity’s coffers at https://shorturl.at/emoxC

Demo role for Sacha is just magic Marvin’s Magic has appointed a new head of global demonstration to oversee one of the crucial elements of its business, giving the role to a familiar face who started working for the company as a teenager on work experience.

Sacha Johnstone’s relationship with the conjuring company started with a two-week work experience placement showing off its wares at Hamleys in Regent Steet, London.

He carried on working throughout his school years and while at university, joining the company as demonstration manager after graduating in 2015.

He left in 2018, but continued advising CEO Tom Hudson as it expanded “I’m thrilled worldwide, now rejoining the company in his new role at the to be taking on end of October. this new role Hudson said: “I’m very excited that Sacha is going to be and growing this joining us as our global head of vital area of the demonstration - this is a new, and much needed role within business” our business. As our business continues to grow online and through mass retail, Sacha will be spearheading the expansion of our world-famous demonstration programme into additional tourist hotspots, while bringing exciting new demo lines to our existing flagship locations.”

Johnstone added: “I’m thrilled to be taking on this new role and growing this vital area of the business. It’s so great to be back working with the wonderful team here in our head office, as well as our ever-growing team of remarkably talented demonstrators who are showcasing our products in some of the most prestigious retail locations around the globe, 365 days a year! Although it does feel like I never really left!”

toysnplaythings.media

Prest celebrates 30 years at Orchard Orchard Toys sales director Simon Prest is celebrating 30 years with the award-winning brand loved by parents, teachers and children.

To mark his anniversary, the Orchard stalwart was presented with bubbles and balloons, and an exclusive framed picture – a caricature of him in his drag car ‘The Rocket’, given the Orchard Toys creative treatment.

He said: “It’s been an amazing 30 years working with a great team. I’ve loved being part of the growth of this family-owned business, the evolution of our games and puzzles, and the brilliant memories and friends I’ve made over the years at the toy shows. I’m honoured to have such a great job, which at times really doesn’t feel like a job!’’

Kedoo heads into Space with new appointee Production company Kedoo has appointed former New Regency, Lionsgate and Entertainment One executive Charlotte Thorp to the newly created position of EVP and head of distribution, sales and acquisitions.

The announcement from the global digital content studio and media network company came as it launched two new series at MIPCOM; Sonya from Toastville and Space Dragons, alongside a fifth season for Netflix family series Booba.

Thorp will be closing deals with broadcast and digital distribution companies for Kedoo’s slate of programming.

Oli Bernard, COO at Kedoo Entertainment, said: “We’ve been curating our Kedoo Kids Originals slate

for a number of years and this is now bearing fruit; we’ve now established a robust pipeline of projects which each bring something fresh, unique and joyful. As we ramp up this offering, we’re building out our team to reflect our long-term ambitions in this space – and are excited to add significant firepower to our company as we welcome Charlotte on board. She brings a remarkable track record in driving growth and innovation, alongside a huge amount of passion and expertise, and we can’t wait to see her take our originals business to the next level.”

Charlotte Thorp added: “Kedoo is an innovative, forward-thinking and vibrant company with strong IP, and it’s particularly exciting to join the team during this key period of digital and product growth. ‘‘I’m looking forward to building on the momentum Oli and the team have created so far, and to forging strategies and partnerships to fuel this growth for the long-term.”

Cloudco cares as it aims to go global…

Cloudco Entertainment has made two new appointments that it said will take its global licensing team “to new heights”.

The company behind such hits as The Care Bears, Holly Hobbie, and Madballs will be aiming to unlock further licensing opportunities for its brand on a worldwide scale.

Appointments include Charlotte Payne, who steps into the role of director of international licensing. She made her name at Warner Bros Discovery’s UK and EMEA arm and will be based in the UK but with the aim of taking Cloudco global.

She will be joined by new manager of retail development Noelle Nuñez, based out of the Los Angeles office.

Head of global licensing at Cloudco Entertainment, Robert Prinzo, said: “At Cloudco Entertainment, we’re dedicated to leveraging the global strength of our brands and unlocking new licensing opportunities that will fuel our business’s growth. With Charlotte, Noelle, and our exceptional team, we’re ready to embark on this journey and make a positive impact worldwide.”

Payne said: “I am thrilled to embark on this new adventure with the exceptional team at Cloudco Entertainment. As we dive into this exciting journey together, I am confident that we will not only uphold the legacy of these treasured brands but also explore new horizons, creating memorable experiences for fans worldwide.”

Nuñez added: “Cloudco’s commitment to retail development aligns perfectly with my passion for creating meaningful consumer product experiences.”

NOVEMBER 2023

Fence Club, walking and raising money for the children Nine intrepid Fence Club walkers headed out to Normandy for this year’s Fence Club Chairman’s Challenge. The team included the Chairman, vice Chairman, next year’s vice Chair and three past Chairman.

The route started at Omaha Beach American Cemetery and finished 29km later at the New British Memorial at Gold Beach.

“We may not have conquered the beaches with the impact of 79 years ago, but we certainly felt the history and camaraderie. Over the whole weekend many historical sights were visited and much respect was paid to those who kept us free. Of course it was mainly for the children. A huge thank you to all those who donated in support of this year’s challenge,’’ Chairman Simon Anslow commented. “My year as Chairman is almost at an end. I couldn’t have thought of a better way of completing my term. Thank you for everyone’s support.”

If you would like to donate to this worthy cause where all money donated goes to children very much in need, head to www.justgiving.com/fenceclub and use the reference ‘Walk’.

Nortons to step back as company joins new group Public relations and press mainstay Norton PR is set to become part of a “new multi-disciplined communications agency group” headed up by successful entrepreneur Stephen Fourie, pictured right.

Fourie, who has a background in operations, marketing and strategic planning, is aiming to build a marketing group that works across the children’s, youth and family markets.

The move will see Tony and Michèle Norton stepping away from the day-to-day running of the business, although they will still be involved and will continue to work with new and existing clients. Fourie said: “We wanted ‘best in class’ and the reputation and skills of Norton PR fit perfectly with our overall strategy.

With major investment in systems and people we aim to provide clients with an even better experience in communicating to children and families.”

He continued: “Norton PR will sit alongside both our design studio and digital agency enabling us to deliver a full 360° service in-house from PR, to design to digital media planning and buying.”

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LICENSING

NEWS

BLE Success The rail strike and threat of London underground walkouts was not enough to dampen the spirits of visitors to Brand Licensing Europe as numbers showed the event was up on last year’s.

As well as a 19% year-onyear rise with almost 10,000 attendees, the show, held at London’s ExCeL, drew record numbers of retailers, with 1,166 turning up over the three days, up 31% on last year and the highest in the show’s history. Visitor numbers had beaten last year’s by lunchtime on the second day of the three-day event.

“This year’s retail presence has been incredible, with really strong attendance from fashion and toy retailers.

We’ve also seen an increase in gift and novelty retailers as well as value retailers like Poundland, Matalan, Pepco and Primark. It’s brilliant seeing the retail strategy we introduced in 2021 really paying off to the benefit of the entire industry,” said head of retail Laura Freedman-Dagg.

Exhibitors were equally effusive about the event.

Cat O’Brien. director UK licensing consumer products at Hasbro said: “It’s been a fantastic show of high energy and progressive conversations around the Hasbro brands.

Right now, we are celebrating a lot of anniversaries, with the 50th for D&D, 40th for Transformers and 20th for Peppa Pig, Next year will also mark the first for Transformers with the CG animated Transformers One movie arriving in the autumn.

“Peppa will see many high profile collaborations come to life in 2024 as we celebrate 20 years of Muddy Puddles.

Partners include, Baby Mori, Emma Bridgewater, Trotters/ Liberty, and many more. The noise will be loud for Peppa in 2024 as we party the full year with all of our partners.

“My Little Pony continues to ignite the imagination of our core audience of girls, giving them the freedom to dream big. The depth of this brands heritage also means My Little Pony has a strong teen/young adult following, particularly

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in toys and fashion. This year we celebrated 40 years of My Little Pony with bespoke fashion and beauty ranges and the original Pony was re-released for girls, teens and mums.”

Celine Buccomino. head of licensing, Wombles Operations Ltd said: “BLE has been better than we imagined although this is testimony to the Wombles’ heritage. There’s more to come – 30 books, a new crafts line, and an upcoming film release.

Moonbug Entertainment’s international hardlines director and country lead for Italy Helen Genia said: “The Rail strikes definitely didn’t help on Wednesday but overall it’s been a very busy show and we have been really happy with attendance levels and the enthusiasm for our brands.

“We have seen a lot of visitors from Europe, the Middle East, Australia and Asia, as well as those closer to home. They were especially excited about our Little Angel animated preschool musical show and the new toy range, which will launch in Autumn 2025. And then there’s the Blippi series, which will continue to delight our fans, with new partnerships and adventures.”

She continued: “We’re excited about our brands for 24/25, and we are seeing the success of the CoComelon Peek a Boo JJ Dancing Doll, which has just hit the shelves.

We talk a lot about show to shelf and have taken this one stage further. It fosters interactive play, ties back to the content and combines motorised movements with song favourites from the show, with a bespoke advert launching with a key retailer.”

Natalie Harvey, executive director of sales, Acamar Films added: “This BLE has been tremendous for Acamar.

We have met with so many of our partners to share our plans for Bing, including our upcoming purpose-led UK brand campaign, international partnerships and new channel launches. We will have a lot to announce over the coming weeks.”

Brands & Retail unveils its plans The Brands & Retail conference, which brings together, as its name suggests, retailers, both big and small, and assorted licensees and licensors from across the board, has unveiled details of its winter event.

It will take place at its new home of the Millennium retailers and Point conference centre in Event organiser licensees HQs in Birmingham on February 7 Ryan Beaird said: the midlands and in 2024.

“The feedback the north it makes The day-long event we received for sense again to will offer up a mixture of the new venue at hold the Winter presentations and panels Millennium Point 24 conference in and big names signed up Birmingham. already for the event include from the brands “I am also BBC Studios, Mattel and and attendees at delighted BBC Retail Monster. our Summer 23 Studios will be As well as the daytime conference was taking part for activity, the event includes fantastic the first time a three-hour evening alongside Retail networking event from 5pm, Monster and Mattel. At the time promising “themed entertainments, of press I have around five other drinks, canapes and a chance to brands signing the paperwork as network”. we speak so we in theory only have Event organiser Ryan Beaird said: about ten slots left.

“The feedback we received for the “Registration for our VIP audience new venue at Millennium Point will start around late November from the brands and attendees and with the extra capacity we will at our Summer 23 conference see more key senior executives and was fantastic. Helping to promote CEO’s coming from the retail and regional growth, helping reduce manufacturing industry in the UK.” carbon footprint and with so many

The Traitors heads to venues Live experience company The Everywhere Group (TEG) has inked a deal with All3Media which wil see hit TV show The Traitors becoming an immersive event.

The deal, announced at BLE, will see TEG launching live, playable social experiences that will “immerse participants into the world of The Traitors” at standalone events around the UK in 2024.

The show, originally birthed in the Netherlands, has become an international phenomenon, with versions in scores of countries, including, notably, the US and the UK. The homegrown version airing on the BBC and hosted by Claudia Winkelman, won a BAFTA and is set to return this autumn.

Universal gets its teeth into horror Universal Products & Experiences is upping its licensing strategy for its horrorrelated products, which range from classic Universal monsters such as Dracula through to current horror film powerhouse Blumhouse.

The 365 licensing strategy is being adopted to push a “deep and

dark” portfolio which stretches back 90 years to its original monsters including Dracula, Frankenstein and The Mummy to Blumhouse by way of the likes of Halloween’s Michael Myers and Chucky. The strategy will include toys and collectibles alongside clothing and more.

“Horror is not just a seasonal trend, but a year-round opportunity,” said Paul Bufton, vice president of EMEA at Universal Products & Experiences.

toysnplaythings.media 03/11/2023 16:02

MEDIA

NEWS

Duggee returns and offers new spin-off Multi-award winning Hey Duggee is set to return for a fifth season – and the show is also getting its own spin-off after new commissions were unveiled

by BBC Studios and CBeebies.

The fifth series of the show will feature 20 episodes with more of the gentle humour and learning that have made Hey Duggee a runaway success.

And additionally, a new series - Hey Duggee’s Squirrel Club - from creator Grant Orchard, senior director at Studio AKA, has also been commissioned, with 26 seven-minute episodes on the way, It will feature new characters and feature “a new format where viewers at home can also be a part of the Squirrel Club”.

Cecilia Persson, MD of BBC Studios

Kids & Family, said: “We are so pleased to be working with the incredibly talented Studio AKA to deliver another brilliant series of Hey Duggee. We know the new Hey Duggee’s Squirrel Club will be a winner with fans. It taps into the have-a-go spirit of Hey Duggee very nicely, and it gives the viewers at home the chance to be a part of the Squirrel Club.”

Sue Goffe, MD of Studio AKA, said: “We have some excellent new episodes in the pipeline that are sure to delight kids - and their parents ! We are also very excited for Hey Duggee’s Squirrel Club. We’ve developed a wealth of Hey Duggee characters over the years and this new spin-off series will be brilliant at giving those characters their own space to shine.”

In less than 10 years, Hey Duggee has won seven BAFTAs and two International Emmys, been streamed more than half a billion times on BBC’s iPlayer and viewed more than 2,8 billion times on YouTube. It’s the number two show on CBeebies in 2023 year to date and was the most streamed show on the iPlayer in 2022.

Fireman, Pocket renewed…

Wildbrain and Mattel have jointly announced the greenlight for two of the most beloved series under the latter’s banner, Fireman Sam and Polly Pocket.

The 16th series of Fireman Sam returns to Pontypandy and sees the firefighting team based in an upgraded fire station along with a new mobile command unit. It also boasts adventures including a sea monster, flaming kites, short-circuiting scarecrows, magic shows and a cheeky new mole, as well as a six-episode finale that features a music festival and a special surprise guest star And for Polly Pocket, the series features miniature adventures starring Polly and her crew in locations real (Brazil) and imagined (Unicorn World and Skatesville).

Miffy returns in new series Miffy is coming to screens in a new CGI iteration put together by Studiocanal, the current overseer of the hugely successful Paddington franchise, alongside partners Mercis and Superprod. The character, created by Dick Bruna almost 70 years ago, has appeared in more than 30 books, which have been published worldwide.

Canal+ will screen in France and the series is set to go global.

Studiocanal executive MD TV series, Francoise Guyonnet, said: “We fully respect the legacy of this wonderful character and are delighted to be part of the transformation of Miffy who, while retaining the same iconic look, now has a fresh and contemporary vision. We want to make sure that such a beloved character will stand the test of time, by widening her appeal to capture the hearts of children and families across the globe.’’

NOVEMBER 2023

Hot Wheels races on to Netflix Hot Wheels – according to Circana and Mattel currently the bestselling toy in the world – is heading to Netflix in a new series.

Hot Wheels Let’s Race is set to debut in the spring of 2024 and is based around a racing camp attended by a new generation of racers and vehicles. Its characters – Coop, Spark, Mac, Brights, Axle, and Sidecar – compete in “mind-blowing races, extreme stunt contests, and thrill-seeking challenges”.

Mattel, whose television arm has created the series, will be introducing a number of toys and consumer products featured in Let’s Race and its storylines shortly, while the series will also feature the Hot Wheels Ultimate T-Rex Transporter and the Hot Wheels Ultimate Garage, both of which are already available.

“Hot Wheels is a globally celebrated brand that ignites and nurtures the challenger spirit that lives within every kid in order to help them reach their true potential,” said Rob David, vice president, content creative at Mattel Television. “As Hot Wheels continues to grow and appeal to kids and families worldwide, Let’s Race will bring even more fun to fans of all ages with creative stories, engaging characters, and of course, fast vehicles.”

Cry Babies streaming on ITVX IMC Toys’ Cry Babies is heading to ITVX after the company inked a deal with the commercial TV streaming operation.

The deal will see all six seasons of Cry Babies Magic Tears debuting on the service, alongside the first two series of BFF

By Cry Babies animated series.

The deal between ITVX and IMC will also see the first series of IMC’s Metazells appearing on the former.

“It is hugely exciting to be adding ITVX to our plethora of content partners,” commented Kerry Tarrant, UK and Germany marketing manager at IMC Toys. “ITVX has seen fantastic growth since its launch, recently hitting the two billion streams mark, so we’re delighted that our animated content will be available on this fresh new platform. Not only does it provide another avenue for existing fans to enjoy our content, but it also opens up opportunities for new fans to discover it too.”

Darren Nartey, senior acquisitions manager for ITV and ITVX, commented: “We are very pleased to add the wonderful content from IMC Toys to our growing selection of content available via ITVX Kids, and look forward to new users discovering the series in October half-term and beyond.”

Greta D’Este-Donelan, director of entertainment at Generation Media, added: “ITVX is achieving a stellar growth in record time and we are excited to be part of this sensational journey.’’

OPINION UPDATE

Dis-connect to re-connect When Hyve launched Connect at Autumn Fair, it was heralded as a bright new dawn for trade shows.

Unfortunately, this dawn arising was obscured by clouds (that did clear) – not least for toy trade exhibitors! Mark Naish reports Connect Connect, the platform that would revolutionise Spring and Autumn Fair, debuted at Autumn Fair this year with much fanfare by the organiser Hyve. The idea was to have a booking system to match buyers with exhibitors; the problem was that, like it or not, for decades both shows have operated as Hyve would like to say in an ‘analogue way’, with visitors dropping by stands rather than making appointments.

The many conversations I had with exhibitors large and small voiced their concerns prior to the show; they didn’t believe it would work, were not happy that it carried a mandatory charge and felt they were not being listened to.

Autumn Fair During Autumn Fair it became clear early on that Connect was not working. Most exhibitors reported a poor number of agreed meetings and most had noshows for those meetings that had been booked.

With exhibitors becoming increasingly frustrated it spilled over into a stand-off between Hyve and about 150 very unhappy exhibitors. A handful of protestors including Toby Powell (Powell Craft), James Thomas (Forever England), Katie Powell (Forever England), Nick Ronald (Casa Verde) and Katie Jones (Sting in the Tail) met with staff in a private room to voice their issues and frustrations.

WhatsApp Following that meeting a WhatsApp group originally created by Toby and James at Spring Fair soon saw its participant numbers grow to 200 (it now stands at nearly 350). The platform enabled exhibitors to quickly come together and this was the first time that I had seen a considerable number of exhibitors venting their frustrations as a collective. It was clear that Connect was not their only issue. For many, it appears, Connect was the proverbial straw that broke the camel’s back. Many complained of poor comunication, high costs and poor service.

The call A number of key representatives had direct conversations with Hyve CEO Mark Shashoua. As Nick Ronald from Casa Verde recounted: ’’I found Mark affable, prepared to listen and genuinely concerned, that as current owners they are custodians of these events and that he does understand and he gets it.’’

As we all know, talk is cheap, however clearly the talk was only the start, as a small group were invited to meet directly with Nicola Jenkins, Nick Davison and Laura Rae from Hyve to discuss both shows’ futures.

The survey Through the WhatsApp group a survey was created with many suggestions on how to improve the fairs.

These ideas were gleaned from the hundreds of messages on the app. The purpose of all of this was to help the shows grow and prosper. Issues raised were the first and most obvious one; Connect must never return. Unsurprisingly, this got 100% agreement,

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while suggestions to create an innovative programme to attract new exhibitors received 95% agreement and improving the buyers’ experience got 90%. Obviously there was much more detail, but this helped the team to more clearly focus on what they hoped to achieve when meeting Hyve.

its limitations and James feels the group lacks an identity and needs an official voice. Therefore the group will be known as the ‘Exhibitors Together Group’, with Toby, James, Nick and both Katies as the official spokespersons (more news on this to follow).

They are continuing to liaise with Hyve moving forward.

The meeting As Nick Ronald said: “‘We have come a long way The exhibitors that spearheaded the protest at since our protest demonstration on September 6, Autumn Fair and created the WhatsApp group and achieved a huge amount. There is a long and met with Nicola Jenkins, Nick Davison and Laura tricky road ahead, which will take a lot of hard work Rae from Hyve. Nick Ronald again: “We especially for Hyve but also for us the “They came were all filled with some trepidation and exhibitors. I cannot stress enough that had absolutely no idea how they would we all have to work hard to achieve our with no react and respond to our endeavours which is for these legacy shows agenda apart mission, as after all, this started with a protest on to not only survive but to grow and from a list of Wednesday September 6. As it happens, prosper. The meeting we had with Hyve we needn’t have worried, as what the 22 points was loud and bold and, given our many transpired was a very positive and fresh years of experience, the passion in that raised from response. They came with no agenda room that day was tangible. But Nicola our group apart from a list of the 22 points raised and her team showed nothing but survey and from our group survey and they were respect and listened intently to every eager to discuss and develop these points they were detail. We can clearly see that they are to ensure that they clearly understood working through our list of suggestions eager to what we were saying. for a better trade fair experience for all discuss and ‘‘During this meeting they firstly we cannot ask for more than that. develop these confirmed that Connect was not coming ‘‘There is no doubt that Hyve made back at all next year, or in the future, some mistakes but that is now in the points to admitting it didn’t work as intended. past – we are now entering Phase II ensure that ‘‘They discussed every point in the which is totally focused on the future. they clearly four-hour meeting and some new ideas Many of the group remain cynical and were explored, too. All said, it was a very angry but there is a wind of change understood productive meeting and not one that what we were for sure, and the people at Hyve are would have been expected after Autumn listening; after all, we share the same saying” Fair.’’ mission. I see our job going forward is to mould this creative force into something rather The email good. Over the next few weeks we plan to formalise An email was received by all exhibitors of both Spring this group into an association – absolutely essential and Autumn Fair confirming Connect was now long if we are to build on this success and be taken gone, that The Little Black Book would return in its seriously. more helpful form with search by product. Also, Hyve ‘‘During this whole process I have learned two extended the onsite rebook rate to the February 2 for things – one, out of chaos we found order and Autumn Fair as the new plans for the show are still came together as a group which, against the odds, developing. has achieved something positive and remarkable.

Also, weirdly, I learned something about myself.

So where now?

I realise now that I am a passionate democrat The group that has worked so hard with exhibitors and enjoy the role of a negotiator, contributor and Hyve was not created to attack the organiser and communicator for causes like this that I truly but to enable the voices of exhibitors to be heard, believe in. Watch this space...’’ and in this respect it has certainly achieved that and more – and credit to Hyve for genuinely taking on Our two cents board those complaints and taking very positive Mark Naish, MD of Lema Publishing, which publishes steps in what is in reality a very short period of time.

Toys ‘n’ Playthings, commented: ‘‘I do feel that Hyve In conversation with the group, what came has done absolutely the right thing by engaging with across very clearly is their passion for the industry exhibitors in the way that it has. Yes it made some and Spring and Autumn Fair. They desperately want mistakes. However, its actions following Autumn to see these shows and others succeed; they Fair should be applauded. It has engaged in good recognise they are critical to the health and faith with both this group and – I know from many success of the industry. conversations – with other larger companies, many The WhatsApp group was critical in of which shared the same views. There is a long way communicating and getting the movement started, to go but let’s hope this continues because after all but this is only the first step. Its initiators recognise everyone wants the shows to succeed.’’

toysnplaythings.media 03/11/2023 15:19

THE INDEPENDENT

OPINION

Life is a rollercoaster…

…and, says columnist Maggie Tibbenham from Imagine in Holmfirth, Yorkshire, you’ve just got to ride it. She updates on what’s been a wildly unpredictable year in which she’s celebrating the 20th anniversary of the shop and five years of running it herself…

It’s been a while since I wrote a few words for TnP and I’ve finally found some time to update readers with the latest news in the life of Holmfirth’s best toy shop (yes I’m claiming that). Since my last article, it’s been crazily up and down not just in terms of business, but in everything else as well. Imagine turned 20 in June and it brought a little I’m sure tear to my eyes. We had a weekend I’m not the full of raffles, birthday cakes, kidults’ only one ‘champagne’ and great fun. to have I bought Imagine as an ongoing experienced business five years ago from the the quietest previous owner who was retiring, and at that time the shop was going and most downhill. Not having had previous worrying experience of running a toy shop, I autumn ever put every idea and effort into taking this shop back to its glory days.

What followed were sleepless nights planning next steps; talking to my young son about what was cool to have; trying new things; setting up a strong social media audience; connecting with customers via every media and in every way I could think of; attending lots of shows, fairs and markets to make the shop visible; refreshing the look and investing in new products.

Then, just over a year after I’d bought the shop, Covid came, which turned out to be a great time for small businesses like mine. The support from my local community was just incredible

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NOVEMBER 2023

and I could not be more thankful for it.

Straight after the lockdowns ended and shops reopened, it all seemed fabulous too, and what a pure joy it was to feel like everything was going so well and ahead.

Unfortunately this year has been a true rollercoaster (not just any rollercoaster, more like Kingda Ka, one of the world’s biggest). Since my last TnP column I’ve been quite poorly, which turned out to be stress-related. It forced me to take regular time off (including being pushed from ignorant GPs to less ignorant A&E) to focus on my wellbeing. Unfortunately I’m the kind of person who often works 30 days in a row and pushes the limits – I do not recommend this! But when the shop started to see long quiet weekdays, social media felt like banging your head on the wall, Yorkshire weather was dreadful and there was not much overall optimism, I was forced to work harder doing shows and fairs to try to keep the shop’s float on a coping level – although even large country shows were a fiasco this year. They often cost a lot to attend and the logistics are sometimes terrible – early setup, long hours in horizontal, pouring rain and strong winds, praying for my gazebo not to take off like an autumn leaf, seeing people passing by without a glance… Phew, it’s a big strain on health and life, especially being a single mum who renovates the house every evening after work.

But, then again, Holmfirth is a fabulous town (or village as I say), and in September

we had our annual Food and Drink Festival, which went absolutely brilliantly. It was held over one weekend and we stayed open until 8pm on each day, it was that busy. We were euphoric and had wind put back into our sails again – feeling great and successful. We sold a lot of Tech Deck products, Aphmau and LankyBox, TYs, everything Pokémon and my personal favourite: Deddy Bears. I LOOOOOOVE them!

On another positive note I have a lot of Christmas markets booked for November and December ,which I’m hoping will bring great results as October is looking like it’s going to be even more dreadful than last year and I couldn’t commit to any significant orders during that month.

As you see, it’s a true rollercoaster!

I’m super curious how the end of the year will go. After only five years (including Covid disruption) I still panic and can’t predict any pattern; I can’t get much ready. As per usual, my shop is dressed up for Halloween but unfortunately no Halloween trail for kids as local businesses didn’t wish to commit to it this year. Autumn half term is late in my area, in the first week of November, but who knows if only pocket money toys will sell, as has happened during the previous few half terms? I will update you in my next column. Toodle pip!

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CONSUMER

INSIGHT

The evolution of

preschoolers In our latest missive from the boffins at the Insights Family, chief executive and founder Nick Richardson looks at preschoolers and how Gen Z and millennial parents are giving their toddlers a greater say in what they watch and how they play…

A

s we all know, preschool kids are in a critical phase of their cognitive and emotional development, which sees their curiosity build and become significantly more receptive when engaging with products and brands - some of which can become ‘relationships’ they enjoy for life.

Since our launch in 2017 we have seen significant developments in preschoolers’ attitudes, behaviour and consumption. For example, compared with half a decade ago, the average preschooler in the UK spends more time watching TV, or playing with toys. Digital and offline interactions with IP have become more prevalent and impactful.

Global* Kids Insights data indicates preschoolers as a group of fans with a high eagerness towards licensed products across a variety of product categories: including toys, books, and food. Specifically, preschoolers are between 53% and 65% more likely than the average child aged three to 18 to buy licensed toys related to their favourite characters from the worlds of TV, film, video games and YouTube.

Focusing on the UK, British preschoolers spend more than 90 minutes playing with toys every day - which is essentially their favourite activity (as is only beaten by sleep and school!). Furthermore, they spend 84 minutes watching TV, which as mentioned, represents an increase across the past few years, highlighting the growing relationship kids build with their favourite IP early on.

Often, watchtime and playtime go hand in hand; according to Kids Insights UK, almost half (46%) the preschoolers surveyed play with toys while watching their favourite characters on TV. This is a type of relationship that adults may not fully understand. For a preschooler,

watchtime and playtime can be something familiar; a blend of digital and offline entertainment which, coupled with the tag of a cherished character, may lead to a strong bond and in turn, a lucrative licensing market.

Forty per cent of preschoolers exercise pester power after seeing an advert they like. This figure makes them 28% more likely than all children to attempt influencing their parents towards buying them something.

There is no doubt that Millennial and Gen Z parents are creating a family ecosystem that is far more collaborative and democratic than generations before. Reflecting this is the fact that 73% of younger parents say they take their child’s opinion into account when making decision – making them 7% more likely than older parents (Gen X and Baby Boomers) to do so. Among young families, this is creating an environment (coupled with their access to technology) which enables young kids to have far greater empowerment and influence on their parents and family decisions.

For example, in the UK, preschoolers influence 89% of toy purchases, according to Parents Insights data.

A whopping 94% of parents (of preschoolers) make impulse purchases for their child at least occasionally. This indicates the high consideration parents have for their young ones, which leads them to make decisions with their hearts.

Besides their significant influence, preschoolers constitute the primary consumers of the future, which is why it’s important to understand their unique attitudes, behaviour and consumption early on. By doing so, toy manufacturers, distributors and brand owners have a far greater chance of being able to understand and define their specific target audience, something which is absolutely critical in this increasingly fragmented world that they live in, which is why we exist.

To learn more about kids’ influence over family spending, see our Industry Playbook - Mini CEOs, Maximum Impact - at https://go.theinsightsfamily. com/kids-influence *Based on surveying across 21 countries: Argentina, Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Philippines, Poland, Saudi Arabia, South Africa, South Korea, Spain, Turkey, United Kingdom, US.

# jD_S+\ ( S \ SV ɟǺɩǼÚ _8ɠ

The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviours and consumption patterns.

Sign up to receive our latest Industry Knowledge report discussing the growing influence that British kids have over family spending here: www.go.theinsightsfamily.com/kids-influence

RETAIL

OPINION

Rollercoaster heads into Q4…

I

t’s been a bit of a rollercoaster of a few months, hasn’t it?

Licensing expos and toy fairs and a seemingly endless whirligig of previews and meetings. The wider toy and licensing industry has well and truly regained its mojo and I for one am having to run to keep up! That might have something to do with my age, but it does feel good doesn’t it? And there’s so much more ‘stuff’ out there, too. Brands, toys, start-ups, content, platforms - the whole ecosystem that orbits the toy industry seems to have stopped playing Covid catch-up, rolled up its sleeves and got down to business.

It’s all quite exciting really.

And that definitely was the BLE [Brand Licensing Europe, held at London’s ExCel in September] that absolutely was. Much has already been said about how just how good it was, but the overall attendance was through the roof - up by 19% - and there was a 28% increase in visitor attendees plus 28% up on European attendees. But perhaps the most important stat is the very robust 31% more retailers that attended in 2023 as compared with 2022.

There were new brands, challengers and there was a distinct lack of the old guard; our world is truly evolving “There are only and I for one think it is three licensed properly exciting. items in that top Licensing has of course always been a fundamental 20. Two of which pillar of the toy industry and are LEGO. The some very good data from common theme Circana confirms what I am across all of these sure we all thought to be true is that they just - the summer blockbusters look like better have really moved the dial.

Across the UK, toys - there is France, Germany, Italy, simply more play Spain, Belgium and the value” Netherlands, licensing now makes up 27% of total spend in toy sales, rising from 22% in 2020. An impressive gain of 26% in three years. It’s like the good old days…

Of course one of the reasons that we’re seeing this uptick is that things have been tough, and when it gets tough, it is well documented that consumers seek out the things that make them feel nostalgic or that have the biggest chance of being a winner in the gifting stakes.

And of course this is the time of year when the incredible

lists of what is going to be the top toy for Christmas gets published. Thing is, I do end up scratching my chin at times as these lists are compiled by adults and not those all-important kids who know very clearly what they want to see under the tree.

Children decide what to play with intuitively - play itself is intuitive - it is undertaken in the moment and without a particular objective. I am paraphrasing years of academic research but it’s play because it’s play. So it’s not very surprising to find that not one of the top 20 Christmas Toy picks as chosen by children appears in the top 10 as chosen by the adults.

I get it. You have the supply and now you need to create the demand. But maybe, just maybe, a little more thought into what children actually want, rather than what we want them to want, might mean an increase in overall sales - just a thought.

Here’s another interesting observation there are only three licensed items in that top 20. Two of which are LEGO. The common theme across all of these is that they just look like better toys - there is simply more play value. And the best people to tell you (and me) the difference between a toy and a good toy is the people that are going to use them.

So why am I picking up on this?

Well, I’ve noticed something good. As best as I can tell, the change that we saw on the exhibition floor at BLE is happening in product design, too. It appears to me that the importance of play itself is becoming more and more a cornerstone of the toy industry. As we’ve grown to understand the importance of play more and more over the past decade - and perhaps, in part, as a result of Covid - so it seems that toys are getting better.

Perhaps there was an imbalance of profit over purpose and maybe, just maybe that is being addressed by our industry at a DNA level. This can only be a good thing. Ultimately it will mean better products, happier consumers and in the normal world that will mean bigger profits. That said, as we look back at 2023 and forward to 2024, it’s fair to say that just about anything could happen, but I’m feeling good about it.

• Founded in 2002 by Gary Pope and Jennifer Blows, KI is the only full-service marketing agency on the planet that specialises in the family market. This dynamic team of award-winning business, strategy & creative experts, have worked with some of the world’s leading family entertainment brands, including LEGOLAND (Merlin), Peppa Pig (EOne), The Gruffalo (Magic Light Pictures), Star Wars (The Walt Disney Company) & Dr Who (BBC Worldwide).

NOVEMBER 2023

Kids Industries (KI) founder Gary Pope has not only been at Brand Licensing Europe, but has also had time during a busy period to assess some of the retailers’ Christmas top toy lists… But as play changes in the post-Covid world, are they missing a trick when it comes to licensed product? Pope offers his thoughts on the state of play…

FEATURE Q1 RANGES

A prosperous n After the Christmas rush, retailers want to get straight back to it – and for that they need the right Q1 products. We take a look at what’s coming up…

W

hen we talk about the first quarter of the year, we might think that we are leaving the golden quarter behind, but Nick Richardson, founder & CEO of The Insights Family, experts in market research and As families intelligence, believes we need to look back: “I think the first prioritise thing that we’re all very aware of essential that we need for Q1 is for needs, we the industry to have a good Q4.

The signs are all there that it will anticipate a be a very good Q4, although heightened there is a bit of nervousness interest in in some quarters. But the pocket money performance in Q4 will direct what Q1 looks like.” products that It makes sense – if retailers offer both are left with stock from Q4, entertainment what will they do with it? Nick and says: ‘’If there’s a lot of stock left over after the final month of educational 2023, then, moving into 2024, value this will affect business with Obi Enyi, Zimpli Kids new products as retailers try to clear their shelves of old stock. ‘‘If there’s a lot of stock left over, there could be aggressive discounting to get that moved and this in turn could take share away from new product and areas like pocket money toys.

That’s definitely something that needs to be considered.”

Traditionally, retailers have focused on smaller-value and pocket money toys at the start of the year, anticipating kids coming in with leftover Christmas money to spend. But Richardson also believes that it’s not just lower-priced items that will perform well in Q1: “Kids will often get cash, or money into banks or sometimes even gift cards for Christmas,” he says. “This appears to have grown significantly over the past few years. There’s a huge push in Q4 for parents to buy toys for their kids, but I’ve been saying for a few years that there’s a large

Mattel

“

”

amount of kids out there with money say in their account, available to purchase those things that they saw in Q4. There’s a big opportunity for the toy industry to capitalise on that.”

For instance, while retailers might think Sylvanian Families collectors will be looking for smaller sets of animal families, they might have the cash to be able to consider a larger set, such as the new The Sunny Castle Nursery Set, which offers lots of fun features including a rainbow bridge, cloud stairs and a weather window where children can change the weather with the slider to inspire play scenarios.

But for those who got big ticket items for Christmas or had gifts rather than cash or gift cards lavished on them, there is still the option of pocket money toys and collectibles, Nick points out: “There’s no sign collectibles are slowing down - the same with pocket money toys; nothing in the data shows that they’re slowing down either.”

New collectibles that might catch their eye include Bandai’s Littlest Pet Shop, which inclues a range of figures as well as playsets, offering an immersive digital play experience.

Fans of the Netflix hit

Wednesday and the Nano Pods range from Wow! Stuff can add to their collections with the introduction of 12 of the characters from the show, including Morticia, Thing and of course Wednesday herself.

As with most sectors, Nick warns that companies need to get smarter with blind packaging and collectibles.

“There’s a continued increase in awareness of plastics and elements like that really affect the pocket money toy category. My belief is we will probably see this increased awareness [from excess packaging and plastics used in the and other environmental concerns] becoming more significant.”

He suggests that “environmentally friendly consumers” could be looking for new elements. Sure, there’s a need to reduce packaging, but he also suggests that, as some toy makers are now doing, an option to make the packaging “plug in to that narrative” of the product and to be able to be used as part of the play.

“Freight has gone up so much in relative terms, so reducing it is key for protecting margin,” he explains, “But you could keep your packaging the size it was and make it part of the product experience. Rather than put it

Bandai 26

toysnplaythings.media

s new year? “ Thames & Kosmos

Askthe retailer What are your bestsellers in this category?

Pokémon - we sell all sorts of stuff from them, from single booster packs to plush toys and pencil tins. The local school kids love Pokémon and we have serious adult collectors who buy from us too. We did go through booster packs faster than we could stock them at one point but that was because our middle son wouldn’t stop buying them!

We had to ask him to leave some for the customers...

The other one is Schleich - we have quite a large selection and they do go quite consistently.

Horses, cats, dogs and sheep are the most popular but we get through a lot of dinosaurs too.

There’s a large amount of kids out there with money available to purchase those things that they saw in Q4.

There’s a big opportunity for the toy industry to capitalise on that

”

Nick Richardson, The Insights Family

in the pile to be thrown away, make it something the kid could use.

We’ve seen examples of brands doing that, and it works as long as you’re doing something cool with the packaging. It also helps sell it on the shelf.”

He adds: “Going for small and efficient is good for the environment, helps with transporting and warehousing becoming more efficient.

People are becoming more aware of that.”

As in 2023, Nick predicts that Barbie and film, gaming and other licensed properties will continue to perform. “The Barbie film has now been proven as have other film properties. We’ve done it with Sonic the Hedgehog, with Super Mario Bros and now Barbie. Content is king. And gaming properties are showing no sign of letting up in their performance.”

So it’s good news that Mattel is kicking off 2024 (Barbie’s 65th

Creativity without breaking the bank TnP talks to Obi Enyi, digital marketing manager at Zimpli Kids, about what the company has in store for Q1 What will appear in your Q1 ranges – and does it differ from other years due to the cost-ofliving crisis?

This is very important because, as I’ve said, kids like to collect things and this makes it easier for family to choose gifts.

In keeping with the Zimpli ethos of ‘Just Add Water’ our Q1 ranges focus on enhancing creativity and interactivity without breaking the bank. We have several star products like the Zimpli Baff Bombz Magic Brush, which has taken TikTok by storm, with its magical take on making bathtime fun time, every time! Another star product is our new arts and crafts play set, Doodle N Dip, which allows you to draw and float your pictures in water to make them come to life; and then dip to tattoo.

Is there anything you’re looking forward to stocking for Q1?

Are there any trends in the sector at the moment?

How important is this category to your offering?

Cards Against Humanity - we hope to get this in for Christmas but we’d like to expand our games for next year and have more to offer on game nights.

Rachael Sankey Harold’s Toy Store Church Stretton Shropshire

NOVEMBER 2023

anniversary year) with its 65th Barbie Fashionistas - a collection that gives a modern twist to classic dolls. While Rubies introduces its Barbie Cowgirl Costume, which is available for both children and adults.

Nick thinks there will continue to be fragmentation in film properties, as some companies ‘age up’ with product tying in with big screen properties, highlighting Batman products and their ilk, which work well across collectibles and cult sales too.

This ties in to the kidult market, as well. As the US Toy Association noted at Toy Fair, this is not a fad, it’s not a passing fad, but is instead a growing and increasingly important category.

“The kidult market is definitely here to stay,” Nick says. “It’s great for the industry. I think if you look at the numbers behind the toy industry, volume’s going down, but the size is protected by the value.

Collectors add in high-value items.”

We are witnessing continued demand for sensory and educational toys. Doodle N Dip is a great educational toy that lets you draw out your imaginations, dip in water and tattoo! It helps kids focus and unveil their inner artist.

We continue to see strong demand for our Gelli and Slime based products as these give open-ended opportunities for the development of kids’ cognitive, social, physical, and creative development.

Do you think spending patterns might be different for Q1?

As families prioritise essential needs, we anticipate a heightened interest in pocketmoney products that offer both entertainment and educational value.

Do you carefully consider the pricing of Q1 ranges, coming as they do after the retail rush before Christmas?

Over 60% of Zimpli products fall firmly within the pocket-money sector, ensuring that our products remain affordable to a wide customer base even after the retail rush.

Do you do anything in particular to support retailers?

We prioritise building strong partnerships with our retailers by offering comprehensive marketing support and promotional materials to help increase sales and brand loyalty.

In addition, in our bid to increase brand awareness, we have allocated a substantial budget to digital marketing, supporting our retailers with brand building across all digital platforms.

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FEATURE Q1 RANGES

Rubies enters a new World RUBIES

customerservices@rubiesuk.com uk.rubiesmasquerade.com Rubies is delighted to announce the release of its new The World of David Walliams dressup, becoming the sole licensee for the property across dress-up.

David Walliams has revolutionised reading for children and has become one of the most influential children’s writers today.

The range features new characters and re-imagined styles of full dress-up of Walliams’s latest creation, Spaceboy, who is a massive hit already with schoolaged readers. Featuring a metallic jumpsuit with a cape and helmet, it joins a collection of accessory sets including Fing, Billionaire Boy and Gangsta Granny.

With costumes already in production, product will be available to pre-order early next year, perfect for trade retailers looking to stock up in time for Book Day. In a world filled with countless play possibilities, childhood is the perfect time to let the imagination run wild. And what better way to fuel those imagination-driven adventures than with Rubies’ delightful

Did you know?

new collection of Since the publication of his groundBarbie dress-up breaking first novel, The Boy in the costumes and Dress (2008), Walliams has seen accessories? unprecedented growth with global One of the sales exceeding 53 million copies, and his books translated into 55 languages highlights of the upcoming Barbie additions is the Barbie Cowgirl Costume, available for both children and adults.

Channel your inner cowgirl as you slip into these delightful costumes, complete with fringed tops and accessorised hats. Whether you’re reliving fond childhood memories or exploring new adventures with a touch of Western flair, these costumes are sure to bring endless joy and excitement.

To complete the transformation into a real-life Barbie, Rubies offers a range of accessories that will make any Barbie lover’s heart skip a beat. The Barbie jelly shoes are a must-have addition to your dress-up collection, providing comfort and style as you step into the shoes of this iconic doll.

Additionally, the Barbie accessory set consists of a Tutu skirt, a printed headband, Pegasus armbands and a necklace, allowing you to create unforgettable Barbie-inspired looks that perfectly reflect your unique personality.

Character Options dives headfirst into 2024 CHARACTER OPTIONS

Marketing clo

ut

Character Opt ions’ Q1 port folio will be supported w ith substantia l PR and mar campaigns fo keting r 2024

0161 633 9800 sales@charactergroup.plc.uk

Character Options’ SS24 showcase is full of promise, with an exciting new theme to introduce for Heroes of Goo Jit Zu, as well as some fresh IPs to add to the portfolio.

Heroes of Goo Jit Zu is now a cornerstone property with excellent sales, and continued investment into both marketing and product development. The latest series in the goo-volution sees everyone’s favourite super-squishy, stretchy heroes submerged into the depths of the Cursed Goo Sea. As a result, they’ve developed colour-changing features! Kids can dunk their Goo Jit Zu figure’s head into cold water to reveal the curse as half their head changes colour! In this awesome season, Thrash and Blazagon are joined by allnew creatures: Ill Eel, Graplock, and Ultra Race Rockjaw, who has not one but two different types of hidden goo. There’s also a super cool Versus pack where exclusive Pantaro takes on Squidor in the ultimate battle of the Cursed Goo Sea. Craft-loving kids are also catered for with the brilliant new IP Stringalings. With Stringalings, creative children can braid, plait, loop and knot the stretchy, coloured strings to make their own wearable, sharable accessories. Create bracelets,

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necklaces, lanyards, bag charms, keychains and more, Stringalings is the perfect activity for a slumber party, playdate or quiet day indoors. Based on the re-emergence of Loom Bands, Stringalings follows the same relaxing play pattern that made Loom Bands so popular, offering even more possibilities.

toysnplaythings.media

Get addicted CARTAMUNDI

Spin Master gets Jungle fever SPIN MASTER

01628 535000 www.spinmaster.com/en-GB PAW Patrol is heading to the Jungle in Spring 2024, with the launch of Spin Master’s new toy range, Jungle Pups.

The new range includes Jungle Hero Pups, Jungle Themed Vehicles, Jungle Pups Figure Gift Pack & Marshall’s Deluxe Elephant vehicle, all items that make the perfect new addition to preschoolers’ toyboxes.

Jungle Pups brings new Jungle-themed rescue missions to preschoolers’ screens, with the reappearance of fan favourite pup, Tracker, as he helps the pups navigate the dangers of the jungle, while also leading the PAW Patrol pups to discover a lush, jungle oasis filled with unique and amazing wildlife.

The Jungle Hero Pups Assortment includes two variations, each including two pups, a jungle animal and two accessories, making it the perfect item for playing out your roarsome jungle-inspired rescues with both your favourite PAW Patrol pups and their jungle friends. PAW Patrol fans’ imaginations can also run wild with the bnew Jungle Pups Themed Vehicles Assortment. Each has both one spring-loaded and one manual feature, leading to an exciting transformation from vehicle to animal mode. With a range of jungle-themed animals from Tracker’s vehicle transforming into a monkey to Chase’s transforming into a tiger, there’s six to collect for ultimate imaginary Jungle play. Items that are perfect for gifting within the Jungle Pups range include the figure gift pack, where you can collect all your favourite pups in their Jungle uniform along with Ryder.

Marshall’s Deluxe Elephant Vehicle also makes a perfect gift, The Roarsome new Jungle pups range will hit shelves from January 2024.

The Littlest big line-up BANDAI UK

020 8324 6160 | sales@bandai.co.uk www.bandai.co.uk Bandai UK has unveiled new licensed and own IP ranges, along with extensions to some of the business’s most popular and best-selling brands.

01268 218052 karen.parkinson@cartamundi.com Cartamundi continues to develop and expand its own IP games with the The “seven tw hugely successful Color isted eras of history” as fe Addict and Twisted History atured in the game Twiste experiencing a packaging d History are Ancient, Rom refresh, revised price point an, Medieval, Renaissance , Enlightenm and increased marketing ent, Industrial an d Modern… support for Q1 2024.

With more than 250,000 units sold in 2021 when it first launched, the company is re-introducing the everpopular Color Addict card game to the market for 2024 with new, handy package design enabling people to play on the move. With 110 cards in play, this game is a colour-coded conundrum waiting to unravel. Each card sports a colour name, but here’s the catch – the background colour of the card might not match the word. Imagine seeing the word ‘blue’ splashed in red; it’s enough to make you second guess. This fastpaced, brain-teasing adventure is the whole family’s ticket to boundless fun. Tailored for two to six players, it’s the go-to for family game nights, a quick play with colleagues during lunch, school breaks, or lively parties. It’s a brain-buzzing challenge trying to align the words with the colours. Sounds straightforward? Wait till you’re juggling reds as greens and blues as pinks!

Twisted History is an award-winning, laugh-outloud, conversation-starting party game that sold out when it first came to market in 2022. Taking players on a journey through the seven twisted eras of history, where life and death was weird and rather gruesome, the aim of the game is to stay ahead of the executioner while you answer multiple choice questions about bizarre and gory forgotten bits of history. Nine wrong answers, and you’re dead. Twists introduce strategic choices to get ahead or fast-track your opponents on their way to execution. The past can be deadly. Can you make it out alive? Not just for history buffs, this gruesome game is for anyone and early 2024 will see a full relaunch programme of activity including review and podcast sampling alongside paid social and influencer campaigns.

Did you know

?

Recently appointed as distributor in the UK and key EU markets for the relaunch of iconic collectible range, Littlest Pet Shop, Bandai UK’s new distribution line includes a cross-category range of collectible figures and playsets as well as an immersive digital play experience. From Q1, a new generation of children, and retro fans can collect the cute, bobble-head characters, available as pocketmoney-priced Pet single blind-packs, Pet Pairs 2-Packs, and Pet Trio Collector Tubes, all including collector cards, personalised accessories and virtual redeem codes. Collector Packs, themed Playsets, and even Petfluencer Packs complete with social props, photo backgrounds, collector cards and redeem codes.

NOVEMBER 2023

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FEATURE Q1 RANGES

Bathtime bedlam!

ZIMPLI KIDS

Did you know?

0845 459 1818 Marketing@Zimplikids.com www.zimplikids.com

Zimpli Kids’ new Doodle n Dip lets children create colourful pictures, which come to life in water and can be used as temporary tattoos!

Zimpli Kids continues to dominate the children’s bathtime category, with its Just Add Water range of products. Popular for its British Skin Foundation Accredited Gelli Baff and Slime Baff, Zimpli Kids take the job of bringing safe, bathtime fun to households around the globe, very seriously.

One of the latest additions to the bathtime category is Baff Bombz Surprise. Baff Bombz surprise is available in unicorn and dino variants, with hidden collectible figures in each 100g bath bomb, including a rare golden dino and sparkling gemstone mermicorns. With a £3.99 RRP, Baff Bombz Surprise is sure to fill many a stocking, this Christmas!

Another impressive

product from Zimpli Kids bathtime category is viral TikTok sensation, Baff Bombz Magic Brush, which lets you paint your bath water, with colour-changing bath bombs. With a £9.99 RRP, Baff Bombz Magic Brush lets kids unleash their inner artist, without breaking the bank.

In keeping with Zimpli Kids Just Add Water theme, just launched is Doodle N Dip, which allows kids to create colourful pictures, dip in water to make it them come to life, then tattoo! With an RRP of just £9.99, Doodle N Dip is a reuseable arts and crafts product that is guaranteed to keep the kids entertained for hours.

TOMY adds to ranges for Q1 TOMY

01392 281900 www.tomy.com

Tomy is set to launch several new additions across its portfolios over the next quarter.

In February 2024 Tomy Games will be releasing 5 Up, its new and completely addictive push-your-luck dice game.

Suitable for two to four players, aged sixplus, 5 Up will bring hours of fun with its unique set-up that allows the game to be played differently each and every time while keeping players on their toes… “Do you dare roll again?” or will you “Hold your nerve!.”

Perfect for travel, 5 Up is a fun dice game that includes counters, dice, and a pouch which transforms into the game board, keeping the whole family entertained while on the move.

In Spring 2024, Tomy will release BAND-IT Ball, its new 3-in-1 active outdoor play toy.

Suitable for ages five-plus, the all-new soft and flexible ball comes in two bright neon

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colour variations allowing it to stand out on grass, water, and sand. With its soft shape, BAND-IT Ball can be simply adapted with its trendy colourful wrist band, which wraps around the toy, transforming it from a roundball into a disk or rugby ball shape.

Under Tomy’s John Deere Licensed Kids range three new products will be arriving in February 2024, including the John Deere Sandbox Tractor with Bucket PlaySet, which comes with front-loader tractor, a bucket, and a shovel. For the budding gardeners John Deere will also be releasing the Lawn Strimmer and Hedge Trimmer, all suitable for 18 months-plus; the perfect roleplay toy for keeping little ones’ hands occupied.

Tomy’s leading baby brand Lamaze will be releasing five adorable new Clip and Go products suitable for babies 0-24 months including Arty Says Cheese, Buzzy the Bee, Lovey the Pug, Alise the Axolotl, and Carson the Clydesdale.

A Q1 collection like no other!

WOW! STUFF

charlotte.smith@wowstuff.com www.wowstuff.com Big news for SS24 is the launch of Squash Pops, the delightful collectibles packed full of surprises! Available in Marvel, Sonic and Wizarding World brands for Q1, each Squash Pop ball can be popped open to reveal a fun putty, character stamp, fun stickers and a secret bonus item. With four to collect from each world, kids will love hunting for new characters and discovering the special putty feature that is unique to each Squash Pop character. Available in CDUs of 24.

Wow! Stuff will also shake up the collectible aisle with its all-new Wednesday Nano Pods. Joining the line up of iconic licensed characters in connectable collectable form, Wednesday is the smash-hit property that kids simply can’t get enough of.

toysnplaythings.media

12

too FFiigguurreess tt!

CCoolllleecct!

Just add water to create realistic, fluffy snow!

MAKE SNOW MEN!

SNOW ANGELS!

SLEIGH RIDES!

2-IN-1

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SENSORY PLAY & SCOUT ELF IDEA!

FEATURE

GAMES & PUZZLES

Let’s do the Time Warp again!

UNIVERSITY GAMES

EPOCH MAKING TOYS

www.university-games.co.uk 020 7254 0100

University Games and Lagoon announce the arrival of two new licenses to their best-selling games and puzzles portfolio for 2024. Available from January, there will be a new board game and card game from the renowned children’s storybook, Mog. Continuing to kick off the new year in style, and celebrating the 50th anniversary of the iconic and pioneering movie, is the brilliant new Rocky Horror Board Game!

Let’s do the time warp again and relive the brilliance of The Rocky Horror Show with this raucous party game. It’s time to take a jump to the left and take on your favourite character from the show, to sing the songs, quote the famous one-liners and lyrics, laugh with charades and dance the Time Warp’s famous moves, to build The most famous iteration of the Rocky Rocky in the Lab and be the Horror Picture Show is the 1975 film version starring creator Richard O’Brien first player to make it to the wedding on time.Younger game playerswill love the colourful, fun and engaging games on this new double-sided board game featuring the beautiful illustrations from the bestselling children’s classic books. Specifically created for young preschoolers, aged three-plus, this perfect first board game features two different games, on one side help Mog escape the Big Bad Dog, then, turn the board over to reveal the Matching Dominoes Game.

Fun fact

On the right tracks THAMES AND KOSMOS 01580 713000 sales@thamesandkosmos.co.uk January’s Toy Fair will see the launch of Gecko Run by Thames and Kosmos.

This innovative marble run Gecko Run is a fun new challenge for beginners and experts. With its flexibility and vertical placement it requires no support structure, and takes up very little space. Components are individually attached to any vertical, smooth surface with residue-free nano technology adhesive pads which hold firm, but can still be moved or finely adjusted in seconds. Gecko Run can be placed anywhere, whether over obstacles, on doors, windows, tiles or shelves. The flexibility of the placement along with the tracks, with their fast curves and connecting units, means each track that is designed can be completely unique!

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In the nursery 0208 049 1377 sales@epochmakingtoys.com www.galttoys.com

Sylvanian Families is looking forward to welcoming a host of new products for the 2024 Spring/Summer season, including the bright and cheerful nursery range, which will further expand the brand’s baby offering. The Sunny Castle Nursery Set offers lots of fun features including a rainbow bridge, cloud stairs and a weather window where children can change the weather with the slider to inspire play scenarios.

Multi-use furniture, including a drawing board that changes into a cradle and swing set as well as a reversable table that changes into a slide, offer great play value. The set also comes with exclusive character, the Flora Rabbit Baby Characters can travel to nursery in the three-storey Rainbow Fun Nursery Bus, which seats 28 babies and cradled babies. It can be opened up into a playset while the seats can be removed and used as strollers, seesaws, swings and a merry-go-round. The Bus and Nursery can be connected to make an even bigger playset. Add-ons to the range include the Nursery Swing with Milk Rabbit Cradled Baby and Nursery Sandbox and Pool with a slide, sandbox, swimming pool and Flora Rabbit Cradled Baby. Also available will be four Nursery Friends Sets – Walk Along Duo, Rainy Day Duo, Pool Fun Trio and Sleepover Party Trio.

Designed to connect to the core nursery sets, each comes with a different set of characters and accessories.

Also new for 2023 will be two new families. The on-the-go Latte Cat Family complete with shopping bag, coffees and treats in their paws, and the Flora Rabbit Family. The latter will be available as a five-figure family pack featuring triplet babies, and collectors can complete the Flora Rabbit Family with the Flora Rabbit Twins and the Blossom Gardening Set. New furniture sets launching in January will include a Bath and Shower Set; Toilet Set; the Sweets Party Set; and Triple Bunk Beds, which can be configured in multiple ways, and comes with two ladders and a slide.

Volume 14 of the brand’s Baby Collectibles, the Baby Forest Costume Series, will hit shelves in January. Available in a blind bag, there will be eight different characters each in a unique woodland themed outfit, one of which is a secret figure.

Elsewhere in the Epoch portfolio, Aquabeads, the original stick-with-water craft brand, will see two new products launch in the New Year. Featuring 1,500 beads, the Ocean Splash Scene set will allow fans to make a variety of sea creatures that they can showcase on their mega Creation Display. Or ideal for beginners, is the Pretty Pets Craft Kit which is paw-fect for making their favourite fluffy best friends. It includes 500 beads in 21 colours.

toysnplaythings.media

RETAIL

This month, retailers talk about what’s selling well and their plans for Christmas…

t take par o t e ik l ar ould ve to he If you w o l ’d e w lk, mail in Toy Ta Please e . u o y k m fro hing.co.u is l b u p a tim@lem

Rachael Sankey Director Harold’s Toy Store

I’ll mention Pokémon and Schleich later but other things that we do well with are Brio and Britains. We are situated in a rural area, so lots of people like buying a number of models of tractors and Land Rovers. With Brio we have residents in the grandmas who just keep buying it! There’s a lot of older - but I think toys nal traditio area and they often prefer buying the more too. t, collec can kids like the sort of stuff they

How are people shopping for Christmas so far?

as, perhaps Board games and LEGO are popular choices for Christm - plus they day the on do can they hing somet like because these feel wrap! to are easy

the shop Have you got any special plans/events/offers for for Christmas? to introduce We have started our game nights and in December plan as. Plus Christm Warhammer and Pokémon into the mix, in time for er is discov to ted deligh was I we’re getting Barbie Monopoly - which actually going to be a thing!

Trade talk Dan Lovett

Church Stretton, Shropshire

What can you not keep on your shelves at the moment?

OPINION

Toy Box Beccles Suffolk

What can you not keep on your shelves at the moment?

So at the moment flying off our shelves is - you guessed it Disney Lorcana with Pokémon closely behind.

How are people shopping for Christmas so far?

Customers have started shopping for Christmas but most are still getting ideas and taking pictures, (you know - the ones that take a picture then ask if you price match!).

Have you got any special plans/events/offers for the shop for Christmas?

What toy has been the biggest surprise this year?

great favourite The Masters of the Universe origins figures - they are a with other kids, are with my son but I am surprised at how popular they gic feel nostal a quite for since it was on TV in the '80s. We have gone ially espec thing of kind that in t interes is in our shop and I think there .

Things er Strang as such shows TV of rity with the popula

We’ve held several events this year with a couple more left to go. First up is our Pokémon trading day, which is hugely popular (if they had their way, our customers would get us to have one every week!). And during half term we ran a game hunt around the town thanks to Big Potato games where our customers needed to find a plushie potato hidden in other shops.

?

What was your favourite Christmas gift/toy as a child

What toy has been the biggest surprise this year?

I had as a child Can I say two things? Spirograph - this was something of nostalgia feeling a is there and it’s still really popular. Again - I think s to the applie same The . things these with people who remember tently. consis sell they and point talking great a s Fisher-Price Classic these in the of two with up end to h enoug lucky was I .

World Girls rly cutting the same year, which enabled me to experiment with prope to do a good meant was e anyon how sure hair on one of them. I’m not trying. fun was it but p job of the makeu

Julia Wingate Trading Post Kingsbridge, Devon What can you not keep on your shelves at the moment?

LEGO Minifigures.

How are people shopping for Christmas so far?

We have great support from locals - many are shopping early, using our savings club to save and spread the cost.

Have you got any special plans/events/ offers for the shop for Christmas?

We have a Christmas catalogue with loads of

NOVEEMBER 2023

Biggest surprise this year has to go to Ravensburger with its Disney Lorcana as I really wasn’t sure how this would go, but it has exceeded my expectations and I hope it really continues with the second chapter due this month (November).

What was your favourite Christmas gift/toy as a child?

My favourite toy at Christmas as a child was LEGO and 43 years later, it still is today!

special offers and half price deals to entice shoppers in. Our town (Kingsbridge) has a fantastic Christmas event on Dec 2 - Kingsbridge Celebrates Christmas - and this is always an extremely busy day with extra stalls in the street and a great buzz about town.

What toy has been the biggest surprise this year?

Barbie and Tonka. The increase in sales of any type of Barbie since the film has been greater than I expected and Tonka, one of our regulars, still manages to outperform other vehicle sales.

What was your favourite Christmas gift/ toy as a child?

My all-time favourite was a new pair of roller skates! and chocolate coins in my stocking.

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FEATURE

RIDE-ON TOYS

Wheels on fire Ride-ons may have suffered during the poor summer weather, but big-ticket items always find their way onto children’s Christmas lists, and new trends and innovation look set to keep the sector rolling along nicely…

C

hallenge may be a word that is popping up as we speak to suppliers in the ride-on sector, but with lots of innovation, new product and trends, there’s plenty to be positive about.

James Dobson, EMEA sales & marketing director at Razor, comments: “In general, the past We get a 18 months for producers of second bite generic products in the outdoor sector have been challenging. of the cherry Fortunately, Razor is a trusted with Christmas global brand and industry sales always leader and can demonstrate outstripping significant innovation coupled those in with real value for money, so we summer are less impacted by the issues Phil Ratcliffe, MD, MV experienced by other suppliers.”

Sports & Leisure And Phil Ratcliffe, MD, MV Sports & Leisure, was equally positive when he spoke to TnP in our last issue: “We’re in a challenging economic climate, plus we’ve had a fairly poor summer weather-wise, so those two things have been thrown at the outdoor sector.” But he continued: “We operate in the outdoor category, but a lot of what we do is wheeled related, therefore we are not as summer dependent as other companies with products such as paddling pools.’’

And with the festive season on the horizon, the future looks positive, he added: “Items like scooters and bikes are still ubiquitous Christmas presents, so even though we are part of the outdoor category we are not subject to the full vagaries

“

”

MV

34

of the weather. We get a second bite of the cherry with Christmas sales always outstripping those in summer.’’

Change is also key to ensuring successful sales in the sector, as Wilton Bradly design director Scott Eden confirms: ‘’The growth in the market has naturally attracted a lot of attention. We’ve found that the innovative products we’ve developed, which offer a point of difference from the competition, are being very well received by consumers and are driving the direction we’re taking our range forward.’’

Change includes keeping up with the trends – Razor’s James Dobson points out that the company has an advantage here: “As we are US based, we have the luxury of being able to jump on the back of notable successes that our US parent experiences.

Outdoor products – either manual or electric – have seen a definite resurgence in popularity in 2023. Our success has always been attributed to producing, designing and marketing trendsetting items.’’

MV also identifies the electric market as one with plenty of power behind it.

Says Phil Ratcliffe: “I think one of the areas of the business that has huge potential is e-mobility – such as electric bikes, electric scooters and any wheeled item powered by lithium batteries.”

Wilton Bradley also makes a point of ensuring it offers something different to the market, says Scott Eden: ‘‘Standing out from the crowd is key. Unlicensed products inspire innovation and help to create a point of difference in any product range. For example, we have a new Bumper Car, which is the first of its kind in the market and has received great feedback at Toy Fair New York.’’

Licensed products are also key for MV (which will see all its products branded MoVe from the new year): “One

MV

of the areas we see growth for is the licensed scooter business.

Our new licences for next year should galvanise the market a bit more – watch this space.”

However, for James Dobson, Razor is the licence: ‘‘We are 23 years-old this year and parents recognise the benefits of a Razor product – not only because of the value for money and quality of items that we produce, but also because of the learning curve that we present to children. Our items typically require mastery to get the full enjoyment of the rides we sell and because of that, the rides tend to be used far longer than other items and get passed to other family members.”

So what, apart from introducing new and innovative products to the sector, are suppliers doing to support sales?

Scott Eden says: ‘‘All the talk of innovation and uniqueness is great, but it needs to be communicated to the end consumer. We’ll be supporting these products with exceptional product content and using influencers to give a hands-on view to a targeted audience. Social media, PPC and longer-form written content are mainstays of our marketing campaigns.’’

Razor, meanwhile, puts faith in its retailers, alongside robust marketing: ‘‘We believe it’s vital, first and foremost, to listen to retailers. One size does not fit all, and we are lucky enough to have a UK distributor (Robbie Toys) which

toysnplaythings.media

Ask the retailer What has been selling well in this category?

Scuttle bugs are always a winner!

How important is this category to your offering?

We sell bikes for kids and adults, so the transition to a bike from a rideon is essential in our store.

How do you deal with these bigger items in terms of space in the shop?

We just have to find a way to display them; we have a giant ‘top shelf’ which houses many ride-ons and then they get displayed in our bicycle showroom too.

Julia Wingate The Trading Post Kingsbridge Devon What has been selling well in this category?

We have Vila cars - these get a lot of attention and look lovely in the window.

How important is this category to your offering?

It isn’t our best-selling section but we like to be able to offer items in this category anyway.

“

The growth in the market has naturally attracted a lot of attention.

We’ve found the innovative products we’ve developed, which offer a point of difference from the competition, are being very well received by consumers

”

Wilton Bradley design director Scott Eden

How do you deal with these bigger items in terms of space in the shop?

We have huge windows and deep, low windowsills that are perfect for displaying our Try Bikes and Vilac Cars - and we have our skateboard rack in the window too.

Rachael Sankey Harold’s Toy Store Church Stretton Shropshire

carries a broad range of products from a catalogue base of in excess of 300 items. We have a strong marketing presence alongside a dedicated ecommerce team that can guide our partners on how to create the very best online experience using content from a database of more than 35,000 different assets.”

One thing many of our smaller retailers struggle with is space for these larger items, so which would our suppliers recommend for an indie with space for just two or three key items from their range?

“Drifting and Dirt Rides are perennial favourites – however, next year, we are set to launch Rad Rod and Crazy Cart Shuffle. Both have smaller footprints than typical ride ons and present area of uniqueness in both design and functionality,’’ says Razor’s James Dobson. Drop shipping is also an option: “One of Robbie Toys’ core strengths is in drop shipping and the company is only too willing and able to support all sizes of partners.’’

The final positive word on the ride-on sector goes to Wilton Bradley’s Scott Eden, who concludes: ‘‘The market is strong and, despite increased competition, there’s a place for unique products to enter and succeed. Consumers will be looking for ways to make every pound count with global conditions, so value for money and new to market features/products will inspire the purchasing decision.’’

Razor

Wilton Bradley

Wilton Bradley

MV

NOVEMBER 2023

35

FEATURE RIDE-ONS

Big Sales

Bumper package from Wilton Bradley WILTON BRADLEY

The last Dra gon Ball film , Dragon Bal Hero, made l Super more than $5 0 million wor in its openin ldwide g weekend, w ith two fifths that coming of from its first few days on in the US, whe release re it also took $10 million on its first day in cinemas. Nex t is Dragon B Daima, due in all 2024…

01626 835400 www.wiltonbradley.com With everything from bumper cars to skateboards for anime fans and something magical for unicorn lovers, Wilton Bradley’s Xootz really does have something that suits everyone.

The new Xootz Big Bumper two-seater bumper car brings all the fun of the fairground to the home.

With room for two, the Xootz Big Bumper is the ultimate ride on for young children, bringing all the fairground fun to your home or garden. Complete with LED lights and stickers for customisation, the Big Bumper brings hours of 360-degree fun! Perfect for little ones aged 18 months-plus, this bumper car comes with a parental remote control and a simpleto-use steering wheel. For added safety, there are two adjustable seatbelts and a rubberised bumper for added protection.

The Xootz Big Bumper is designed to accommodate two young adventurers, offering the perfect setting for playtime with friends or siblings. It includes LED fairground lights, to experience the magic with dazzling LED lights that bring the fairground to your doorstep, illuminating every ride with a captivating glow.

It’s personalisable, to unleash children’s creativity with endless customisation possibilities. Included stickers allow little ones to design their very own bumper car, adding a personal touch to the excitement.

It can do 360 degree spins: get ready for hours of non-stop fun as the Xootz Big Bumper spins, twirls, and delights with thrilling 360-degree manoeuvres, ensuring endless giggles and excitement.

It has top safety features and is tailored for young adventurers aged

18 months and up, This bumper car offers the perfect introduction to the world of ride-on excitement. It comes complete with a parental remote control for added safety and peace of mind. Plus, two adjustable seatbelts and a protective rubberised bumper ensure the utmost safety during every ride.

It offers a simple-to-use joystick operation: ideal for small children, the bumper car has two joysticks for simple operation and help develop hand eye coordination.

And the durable rubber bumper is perfect for absorbing any bumps, which will protect the car and your little ones so they can ride around safely, indoors or in the garden.

Also from Xootz come skateboards aimed at keen skaters and Japanese anime fans from beginners at five years old and upwards.

The Dragon Ball Super brand is one of the more recent offshoots of the ongoing mega-anime franchise. It started life as its own Manga (comic) and has since spread into feature films and beyond, the most recent being 2022’s Dragon Ball Super Hero.

Also from Xootz, comes, for younger fans, a Magical Unicorn Ride-On. Riders can control what direction they go in using reins, it also has interactive sound and a light-up horn. It includes those essential unicorn extras, a hairbrush and a carrot, although the electric ride-on has a run time of up to an hour and reaches a speed of 1.2km per hour without the use of the vegetable. It also features storage for the accessories under the seat.

Enjoy the ride with Smoby SIMBA SMOBY TOYS 01620 674 778 sales@simbasmoby.com

Simba Smoby Toys UK’s trusted Smoby brand offers kids a stylish way to travel in the wheeled-toy category.

A great way to introduce little ones aged 15-months-plus to ride-ons is the Be Move Tricycle. Available in blue or pink, this cute little threewheeler features an adjustable parent control handle, which can be removed as the child becomes older to become a free-wheeling device.

Easily steerable, with soft silent wheels, the Be Move Tricycle is the lowest priced 36

Feture Ride-ons A-Z'snm_converted 1

Basket cases BANWOOD

info@banwood.com www.banwood.com option in Smoby’s latest offering, making it a no-brainer for any family.

Then kids can become a real site foreman, with the Smoby Builder Max Tractor with Trailer. The Smoby Builder Max Tractor with Trailer measures an impressive 1.82m in length and is perfect for kids aged three-plus. It features an adjustable seat and can be pedalled along to get the job done. Children can pretend play at working in the construction industry or they can help mum and dad in the garden – be it digging out the flower beds or moving pots from garden to greenhouse! The Smoby Builder Max Tractor comes with a functional digger and detachable trailer to the rear, and a shovel at the front.

Banwood is the original classic children’s active lifestyle brand, built to last for generations - and look timeless under the Christmas tree! The luxury bikes, trikes, scooters and new skateboards, safety gear and carry straps come in a range of classic colours such as pale mint, cream, baby pink and navy. There are also several exciting pattern collaborations with brands including Anthropologie and Liberty London.

When the co-founders couldn’t find a kids’ balance bike with atimeless design, they created their own. The result is the iconic range of Banwood bicycles, scooters and accessories designed to keep children active and making magical memories outdoors.

Banwood was the first brand to add the iconic wicker baskets to the handles to evoke nostalgia (and transport toys, of course).

The range is designed to promote a safe and active lifestyle for children, support growth in a playful way and create happy childhood memories.

toysnplaythings.media 03/11/2023 12:53

SMOOTH RIDE EVA TYRES

IDEAL FOR FIRST TIME RIDERS

DELUXE TRI-SCOOTER

BOBBLE RIDE-ON

EASILY CONVERTS FROM PEDAL MODE TO BALANCE MODE

FULLY PRINTED CHAINGUARD COVER

BALANCE MODE

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12” BIKE 2-IN-1 TRAINING BIKE

Get Your Paws On Our Best Selling Ride-ons

FEATURE RIDE ONS

On Patrol with MV MV SPORTS

01217488000 info@mvsports.com www.mvsports.com When it comes to evergreen properties for preschoolers, PAW Patrol remains at the forefront. MV Sports offers the widest range of PAW Patrol-themed outdoor and wheeled toys, which are designed to bring happiness, encourage skill development, and spark imagination in little ones.

Get on a roll with the PAW Patrol Bobble ride-on, perfect for little ones finding their feet.

This ride-on is not only designed for comfort with its moulded seat and soft handlebar grips, but also for safety with its sturdy steel frame and double rear wheel design, which provides extra stability and strengthens the anti-tip. The ride-on has stimulating bright colours, and exciting character graphics. Furthermore, it develops coordination and balance due to its easy grip handlebars which are more child friendly than a steering wheel, and responsive movement, making this product ideal for beginner riders.

The Deluxe Tri-Scooter comes complete with a fully printed anti-slip foot plate that not only ensures safety but features iconic character graphics. The adjustable handlebar height ensures comfortable riding as the child grows. The bespoke shaped character plaque and fully decorated stem wrap are bursting with bright colours. The puncture-proof wheels with deep tread ensure both optimal grip and stability for riders getting

Did you know?

The second PAW Pa trol film, Mighty Mo vie, took $23 million in its opening week in the US end – well up on th e first film’s $13 milli global haul of $46 on – with a million at the box offi ce. “It’s fantastic,” president of domes Paramount’s tic distribution Chris Aronson said. “It’s to the enduring an a testament d growing popular ity of this property. ”

the hand of scooting. For additional safety and durability, the forks are protected, and the rear axle bolts are set flush to the wheel to prevent ankle chafing.

The perfect first bike for any PAW Patrol fan, with colourful character graphics, the 2-in-1 10in training bike converts easily from a training to a balance bike in minutes. The first mode is the pedal bike where riders pedal and steer with the aid of rear stabilisers. Mode two is the balance bike, where pedals and stabilisers are removed as core coordination, strength and skill improve to allow freewheeling. The wide EVA moulded wheels with deep tread provide extra stability, strong grip, and a comfortable ride. Both the soft saddle and handlebars provide added comfort, and they are also adjustable in height to grow with the rider.

The 12in bike features detailed graphics and a bespoke character plaque. Suitable from age three, this bike is ideal for children who are close to mastering riding on two wheels as it includes easy-toremove stabilisers. The bike’s spoked wheels and pneumatic deep tread tyres offer a strong yet comfortable ride with excellent grip.

The PAW Patrol My First Trike is a versatile and robust tricycle designed with both parents and children in mind. Equipped with an adjustable and removable parent handle for guided riding and an easy-switch front clutch mechanism to transition into independent pedalling, it offers a seamless and enjoyable riding experience. With smooth EVA tyres and wide wheels ensuring stability, and a durable tubular steel frame, this trike is built to last. Its eyecatching design, featuring bright colours, character graphics, a shaped plaque, and a rear bucket for toys, guarantees hours of fun and adventure for children while providing peace of mind for parents.

Razor’s sharp new launch

RAZOR

help@razoreu.com www.global.razor.com/uk Ground Force Elite is the latest UK innovation to launch by globally recognised scooter and ride-on brand, Razor. The product is the ultimate F1 driving experience for teens, designed to mimic the look and feel of racing carts with a strong 350-watt motor reaching speeds of up to 14 mph.

It boasts aesthetics akin to professional racing karts.

The product features a variable foot pedal throttle for smooth and precise braking, and forward-reverse drive switch for optimum manoeuvrability in the tightest of spaces. Ground Force Elite offers strong grip and steering control with its abrasion resistant rubber wheels, which are subtlety crowned to ensure less rolling resistance. As a result, the rechargeable battery offers up to 40 minutes of continuous ride time.

Designed with comfort and safety at front of mind, Ground Force Elite also includes a blow moulded body to ensure wheels stay in contact with the ground, a padded bucket seat and adjustable steering wheel to suit different heights.

38

Feture Ride-ons A-Z'snm_converted 2

The company says…

Razor’s EMEA sales and marketing director James Dobson, says: “Our goals centre around getting the whole family moving and playing together, so we’re constantly enhancing our product line to deliver compelling rides for different age groups.

“Ground Force Elite takes electric go-karting to the next level, adding even more power and performance to our range to entice teen thrillseekers. The product combines sophisticated design with exceptional power.

“Ground Force Elite is an example of our ongoing commitment to spearheading the latest trends.’’

toysnplaythings.media 03/11/2023 12:57

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FEATURE

JIGSAW PUZZLES

Ravensburger

Orchard Toys

Picking up the pieces Mindfulness and meditation combined with new licences are ensuring that the evergreen jigsaw sector continues to evolve and appeal to new generations of puzzlers….

A

couple of years ago, the lockdowns were good for jigsaw puzzles – with sales hitting £100m as people found themselves trying to fill their time while stuck at home. The national media reported on the ‘jigsaw mania’ – which saw adult puzzles sales rocketing and sales up 38% on the previous year.

As the box on the opposite page explains, jigsaws offer plenty of developmental benefits for little ones but there are numerous advantages for adults too – as the increase in recognising the benefits of mindfulness and maintaining good mental health continues. And this is why one jigsaw brand had dedicated its entire manufacture to promoting the meditative and mindful effect of puzzling, ‘’Scientists looked into the act of pattern and shape recognition with jigsaw pieces and found a surprising effect,’’ says Simon Avery, CEO and founder of Happily, a jigsawpuzzle brand specifically designed to promote mindful brainwaves. ‘’Jigsaws are quite unique, in that they

40

“

force the brain to use two different Each new licence hemispheres at once,’ he explains. ‘’One side is trying to fit patterns that joins our lineup and shapes, while the other is complements the recognising colours. Those two wider collection in a things happening simultaneously unique way and brings do something to your brainwaves. with it a fresh The beta kind associated with opportunity to rapid thoughts drop away, and welcome a new you enter a state known as alpha, audience to puzzling more commonly associated with deep meditation.’’

Katy Fletcher, ‘‘The great thing about puzzles, Ravensburger UK is they also have a dopaminestimulating effect,’’ adds Simon.

‘That act of fitting pieces stimulates reward centres in your brain. It’s what makes puzzles so compelling. But it’s also great for keeping you engaged where standard meditation might make your mind wander.’’

Happily Puzzles has gone so far as to dedicate its entire manufacture to promoting this meditative effect, with designs and patterns carefully curated for best effect. ‘‘We found 1,000 piece puzzles were the perfect size for engagement, and we also discovered that ‘collage style’ – lots of little mini puzzles –

helped keep the reward centres firing,’ explains Simon. ‘‘We also give a great deal of consideration to the balance between colour and white space.

That’s important, because you want a certain amount of shape recognition for optimal effect.’’ ‘‘The great thing about jigsaw puzzles, is they’re immediate and social,’’ explains Simon Avery. ‘‘You can do a puzzle without booking a class or leaving the house, and family and friends can join you.’’

Another category of jigsaws that is drawing in new puzzle enthusiasts is licensed titles. It’s an important part of Ravensburger’s offering, as Katy Fletcher, head of marketing and product development for Ravensburger UK, explains: ‘’The consistent growth achieved across both adult and children’s licensed puzzle ranges is a reflection of the strength of our portfolio. Each new licence that joins our lineup complements the wider collection in a unique way and brings with it a fresh opportunity to welcome a new audience to puzzling. Our comprehensive offering combines evergreen hits and new properties to deliver something

”

toysnplaythings.media

Retail Talk Julia Wingate The Trading Post Kingsbridge Devon

What are your bestsellers in this category?

Orchard Toy puzzles are always a winner for young ones, and Gibsons for the adults.

How important is this category to your offering?

The demand for puzzles has reduced since Covid but it is still a strong category and performs better than before Covid. Many adults have kept up the hobby.

Do you have a personal favourite?

Gibson’s Christmas puzzle new edition each year.

Rachael Sankey Harold’s Toy Store Church Stretton Shropshire

What are your bestsellers in this category?

We don’t have a lot of jigsaws - the Wasgij range is quite popular. Puzzle-wise we have Rubik’s style puzzles that are always popular.

How important is this category to your offering?

I think it’s quite important puzzles for the younger kids are very popular, so we have things from Vilac, Classic World and Petit Monkey, and I love the artwork that goes into all of these ranges.

Anything that has been a surprise bestseller in this category?

I was a bit surprised by Wasgij actually, some people collect them. I have never tried one but they look quite challenging!

Do you have a personal favourite?

We have some beautiful jigsaws from Petit Monkey that are illustrated by an artist called Marcos Navarro. I love his style of illustration and the ethos behind it.

NOVEMBER 2023

for everyone - and our expertise in translating the personality of a character into an engaging, true-tobrand puzzling experience means fans will not be disappointed.‘’ Orchard Toys is also welcoming an important new licensed collection, as sales director Simon Prest tells us: ‘’We’re very excited about our new licensed range with Penguin Ventures, the licensing and consumer products team at Penguin Random House Children’s UK, for an exclusive and stunning new collection of games and jigsaws featuring The World Of Peter Rabbit. We think it will really appeal to retailers and shoppers – we’ll have more to reveal at Toy Fair!’’

With so many titles to choose from, it can be hard for retailers to decide what to stock, so we asked our suppliers to suggest their top picks for retailers.

Katy Fletcher has the festive season in mind: ‘’At this time of year, of course I’d always recommend our annual limitededition Christmas puzzle. This year’s puzzle is ‘Almost Done’ and number 27 in our series. It depicts Father Christmas sharing some of his beloved reindeers’ apple treats with some horses during his Christmas Eve deliveries. The puzzles in this series are a big hit each year and perfect for family-time this festive season. Another great pick would be one from our new Wooden puzzles range.

The range includes both 150-piece and 500-piece puzzles and each features themed ‘whimsy’ pieces to add a fun touch to the puzzle experience. We’ve received a fantastic response from

“

We’re very excited about our new licensed range of games and jigsaws featuring The World Of Peter Rabbit. We think it will really appeal to retailers and shoppers – we’ll have more to reveal at Toy Fair Simon Prest, Orchard Toys

”

Happily

consumers and the quality speaks for itself. They make a wonderful gift and are a perfect family keepsake to be shared for generations.’’

Simon Prest meanwhile, aims to introduce a very young audience to the joys of jigsaw puzzling: ‘’I’d recommend offering one of our jigsaws for younger children, such as First Farm Friends and First Jungle Friends, which give an introduction to puzzling for ages two-plus and will appeal to shoppers looking for their first jigsaws – it’s a great way to get them into the brand and the retailer.

And perhaps one of our best-sellers to keep shoppers engaged, like Giant Road, or for choice and to appeal to a wider age range, At the Museum (5-10-year-olds). ‘’ Orchard Toys also offers plenty of support for retailers stocking its ranges, says Simon: ’’Orchard Toys games and puzzles are supported with a strong digital mix of social media and PR. Retailers are offered instore point of sale support, from display banners to headers, shelf strips, and merchandising.

Additional instore support can also be discussed with Orchard Toys Sales Reps or Agents. Retailers also have direct access to download brand resources, including product and lifestyle imagery, videos, gameplay instructions and activity sheets, all great assets for letting consumers know about Orchard Toys wide range of games and puzzles for children from two to 10 years.‘’

The benefits of jigsaws A Good Play Guide (www.goodplayguide.com/) play expert outlines the ways in which jigsaw puzzles can aid child development…

Beyond their immediate entertainment value, jigsaw puzzles offer a myriad of benefits for child development and are also powerful learning tools.

Working with small puzzle pieces requires precise hand-eye coordination and the development of fine motor skills, which can be particularly beneficial for younger children who are still refining their dexterity. Distinguishing between different colours, shapes and patterns helps to develop visual perception and discrimination skills; especially helpful for reading and maths readiness - Galt’s Times Tables jigsaw and Ravensburger’s Alphabet Puzzle take the subjects of letters and numbers one step further for children of school age.

With the huge range of jigsaws available, there is sure to be something to appeal to every child’s interests; from the Peter Rabbit Wooden Shape

Puzzle and Ravensbuger’s Peppa Pig Four Seasons Puzzles suitable for very young children and preschoolers, to great conversation starters, such as the Early Learning Centre’s Solar System 100 Piece jigsaw and Very Puzzled’s England Map jigsaw.

The challenges of working with intricate shapes and images can also help children develop important life skills such as logical thinking, strategic planning, patience, and perseverance. And never underestimate the power of jigsaws when it comes to stress reduction - the process of completing a jigsaw can have a calming effect on children, giving them a chance to unwind and relax, while also being a great alternative to screen time.

Jigsaws really do offer a multifaceted learning experience that can support a child’s overall growth and wellbeing.

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FEATURE

Marketing support

PUZZLES

Ravensburger continue s to support the breadth of its puzzle offering with an ongoing schedule of PR, digital marketing, events and more

Ton up for Ravensburger

RAVENSBURGER 01869 363800 sales@ravensburger.com www.ravensburger.com

Ravensburger launched more than 100 new puzzles this year and the momentum from the UK’s number one puzzle brand (according to Circana figures taken in September for the year to date) will continue into 2024 with new artists and new licences set to engage puzzlers of all ages and interests.

In the children’s puzzle portfolio, the latest new additions include Naruto, My Hero Academia, Gabby’s Dollhouse, Spidey and his Amazing Friends and many more, which complement evergreen licences such as Thomas & Friends, Paw Patrol and Paddington.

The adult range also benefits from licensed introductions this year, including the mind-boggling 1,000-piece Barbie Challenge puzzle and the Pikachu-shaped 727-piece puzzle that will delight older fans of the Pokémon franchise. Netflix hit Wednesday also comes to puzzles with a 500-piece circular and two 300-piece puzzles.

The Ravensburger 3D puzzle offering continues to inspire puzzlers to take things to another dimension – none more so than in recent introductions the Star Wars Death Star Wars 540-piece

puzzle and 72-piece Grogu puzzle ball. New spring launches in children’s 2D puzzles include collections featuring Disney Stitch and new preschool animation, Batwheels.

With anniversary celebrations afoot, Disney has been in the spotlight. This year’s Disney Castle Collection of 1000-piece puzzles is a must for Disney fans; each one gives a peek inside the fantasy homes of favourite Disney princesses including Jasmine and Snow White.

Wood is good

Unwind with Puzzle Cru

01628 535000 www.spinmaster.com/en-GB

01242 241765 sales@gingerfox.co.uk

SPIN MASTER

Spin Master has some great children’s jigsaw puzzles on its roster, including PAW Patrol’s 3 Wood Puzzle Pack and Bluey’s 3 Wood Puzzle Pack. One sure to be loved by Paw fans everywhere is PAW Patrol’s Puzzle 3 Pack Jigsaw Puzzle. The three-pack jigsaw puzzle features a variety of wooden jigsaw puzzles little ones will no doubt have fun piecing together. Equipped with 24 jigsaw pieces per puzzle, kids will be hooked as they solve puzzles starring their favourite characters from the big screen. Set to also be a hit with parents, as they needn’t worry about the clean up as kids can pack up the pieces in the convenient wooden storage tray. With each individual puzzle piece made from durable wood, kids won’t have to worry about pieces being damaged, meaning the fun never has to end. Another great jigsaw puzzle from Spin Master is the Bluey 3 Wooden Jigsaw Puzzle. The special jigsaw pack features three puzzles, each equipped with a wooden storage tray so kids can keep the mess to a minimum. Each jigsaw pack is made with imagery of iconic characters from the Disney Junior show including Bluey and Bingo. Kids can also team up with friends as they work together to conquer each jigsaw puzzle.

The perfect after-school activity and Christmas present to keep little ones occupied as parents unwind and relax.

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GINGERFOX

Introducing wine and whisky region jigsaws by Puzzle Cru. For those faced with the challenge of selecting a gift for wine and whisky enthusiasts, enter Puzzle Cru’s wine and whisky jigsaw puzzles. Each puzzle is designed to match a specific region renowned for wine or whisky.

Wines of Italy Puzzle: From the snow-capped Alps to the stunning slopes of Mount Etna, Italy’s boot-shaped landscape has been adorned with vineyards since Roman times. This puzzle boasts a 1,000-piece jigsaw and a double-sided poster.

Wines of France Puzzle: From the exquisite sparkling wines hidden in Champagne’s cellars to the refined reds found within Bordeaux’s fairytale châteaux, France stands as the ultimate wine nation. It, too, includes a 1,000-piece jigsaw and a double-sided poster.

Wines of Spain & Portugal Puzzle: From the crisp Cava to regal Rioja and potent Port, the Iberian Peninsula boasts award-winning wines.

Whiskies of Scotland Puzzle: This whisky-themed jigsaw has just 500 pieces, perfect for those who may wish to sip on their favourite whisky while they piece it together.

toysnplaythings.media

Ten goes into one for boppi BOPPI

Sausage dog puzzle is a banger

www.clickeurope.com

REX LONDON

020 8761 4421 hello@clickeurope.com British toy brand boppi (owned by Click Europe) announces the launch of its new 10-in-1 Toddler Jigsaws just in time for the festive season. boppi’s 10-in-1 jigsaw puzzles are the perfect gift for fast-growing little ones this Christmas.

A progressive puzzle set, the 10-in-1 jigsaw is designed as a fun learning toy for children aged 18 months-plus.

As the puzzle piece amount increases from two to six-piece jigsaws, they reduce in their actual size, aiding a child’s improving dexterity and growing cognitive abilities.

Beautifully illustrated by Laura Watson, known for creating playful and cute characters, each boppi 10-in-1 jigsaw puzzle set comes with 10 themed jigsaws and one-fold-out environment. The puzzles range from two to six pieces, promoting child development through hands-on problem-solving and enhancing cognitive skills.

Orchard’s puzzles go up to 10 ORCHARD TOYS 01953 859539 sales@orchardtoys.com orders@kayes.co.uk www.orchardtoys.com First Farm Friends and First Jungle Friends is an introduction to puzzling for little ones from age two. Each includes two 12-piece jigsaw puzzles – jungle animals or farmyard favourites - designed to help support the development of key childhood skills such as hand-eye coordination and motor skills.

Busy Builders is a 30-piece jigsaw featuring brightly coloured chunky pieces.

The design is a busy construction site scene with quirky characters and funny events. For ages three-plus.

Giant Road is a bestseller. The large, interchangeable, road-themed floor jigsaw puzzle comes with 20 giant chunky pieces. Suitable for children from age three, the interchangeable pieces mean a different road layout can be built every time the child plays – and for more fun they can add their own favourite toy cars.

New for 2023 is the Outer Space jigsaw puzzle, a 50-piece floor jigsaw puzzle depicting a cosmic journey into space. The fun and colourful scene is packed with astronauts and aliens, and features planets, telescopes, space rockets, flags and robots. A fun learning guide and giant poster offer plenty to talk about once the puzzle is built. For ages four-plus.

At the Museum lets children discover lots of fascinating exhibits at the museum in this beautifully illustrated 150-piece jigsaw. It features different museum exhibits from the Romans to the Vikings, Dinosaurs to Space.

Orchard Toys Ice Palace is a magical 50-piece jigsaw puzzle ages fourplus, featuring an enchanting scene with princes, princesses, polar bears, penguins and a wizard. It comes with a learning guide and a giant poster.

NOVEMBER 2023

020 8746 1700 info@rexlondon.com www.rexlondontrade.com Rex London’s Sausage Dog Number Puzzle has been winning customers’ hearts with its adorable yet practical design. The puzzle measures approx. 95 cm by 25 cm once completed and is a great choice for those who want their kids to learn through play.

While trying to piece together 10 numbered sections of the stylish pup’s jumper, young learners have the opportunity to perfect numeracy, learn how to count to 10 and improve their hand-eye coordination skills.

What’s more, the puzzle has just been shortlisted in the Made for Mums Toy Awards 2023 and is expected to be one of the bestselling gifts under £10 this Christmas.

Junior japes CURIOUS UNIVERSE 01225 614 310 sales@curiousuniverse.co.uk www.curiousuniverse.co.uk

The Junior Jigsaw brand is a best seller within the Curious Universe puzzle range. The company has continued to invest in new designs and manufacturing to further develop the range and introduce exciting new titles in different, sustainable formats.

Encouraging early years development and sensory awareness, the Junior Jigsaw range includes 4-in-1 Shaped Puzzles and tactile Touch and Feel Jigsaws in a host of colourful and engaging themes and designs. Curious Universe has removed all the plastic bags within the boxes and swapped them for fully recyclable kraft paper, reducing plastic consumption and appealing to those eco-conscious consumers.

The new Curious Universe Games collection features As well as removing plastic bags from the boxes the tactile Giant of its Junior Jigsaw range, Curious Universe has reduced the size of the box, which not only means Road Race floor the company fill fewer shipping containers but also game, which decreases the amount of waste being produced combines jigsaw puzzle building and track-based gameplay, offering a host of benefits for children’s cognitive and motor skills development, alongside providing enjoyable and interactive entertainment.

Going green

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RETAIL

OPINION

Trade talk

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

Phil Ratcliffe

Managing Director MV Sports & Leisure Ltd How has business been in 2023 so far?

Libby Everett Board Game Sales & Science Kit Marketing Thames and Kosmos How has business been in 2023 so far?

Despite poor summer weather, rising inflation and living costs, MV continues to be the leading player in the kids’ wheeled and outdoor toy market and has fared better than most of the competition. Our licensed business is performing well with new properties coming on stream towards year end. The e-mobility category is expected to grow exponentially over the long term.

Thames and Kosmos has had some strong sales numbers in the past few months. We have of course launched another EXiT advent calendar this year (The Silent Storm), which is as popular as ever. There have also been strong sales with new lines in both science and board games, so the figures for the year so far are in a good position.

And how do you think the second half of 2023 will be?

The sales in board games are looking particularly strong with releases from Essen Spiel selling extremely well. Just after the convention, The White Castle hit number one on the Board Game Geek hotness list, leading to stores selling out and needing to restock very quickly. That success, coupled with another award at New York Toy Fair, for KAI, our new AI robot, has left us feeling confident as Q4 begins.

2023 will be a challenging year for many but we have established brands, evergreen properties and strong customer relationships, which will allow us to navigate the current turbulence in the economy.

How are you making your business more sustainable?

Many of our products are either human or clean energy powered, which is better for the environment and for the health and well-being of the nation.

MV is immensely proud to be fully solar powered and has been for many years now. In fact, our solar panels accumulate enough energy to give back to the grid on a regular basis. In addition, we actively encourage the use of electric cars with easy-access electric charging ports based in the car park, with plans to expand soon.

How do you think the cost-of-living crisis and rising inflation is affecting business?

And how do you think the second half of 2023 will be?

How are you making your business more sustainable?

More and more thought has been going into sustainability at every product launch and print run. We have been using paper wrap on cards for some time now, and are moving away from shrink wrapping products where we can. Our new launch for Q1, Gecko Run, is made using renewable raw materials and is manufactured in Europe to keep the carbon footprint low.

How do you think the cost-of-living crisis and rising inflation are affecting business?

Parents are less likely to cut back on spending on their children for Christmas than perhaps other areas so whilst there will be some impact it will not be as marked as other sectors. If a child wants a Peppa scooter for Christmas, I am confident that’s what they will get.

Sales overall have been looking good, but we can certainly see a trend where retailers are shying away from stocking the more considered purchases throughout the year. Many are choosing to have stock of items circa £40 and under. However, there does now appear to be a shift to stocking more of the higher-cost products, especially as we are moving towards the Christmas sales period.

How are you planning to help retailers with their business in the latter part of 2023?

How are you planning to help retailers with their business in the latter part of 2023?

We have been diligently enhancing our content creation efforts, currently developing a comprehensive suite of digital assets for all our products. This encompasses lifestyle imagery, videos, and detailed product specification feature images. These assets are provided to our retail partners for utilisation on their social media platforms and websites.

What are you most looking forward to for the rest of 2023?

Seeing new licences develop and become stronger. Also, the launch of our new own brand MoVe! We are very excited about MoVe and will be unveiling our vision at Toy Fair 2024.

What will be the key issues for the business in 2024?

2024 looks promising, it will be an exciting year as we will have numerous opportunities to meet our suppliers face-to-face, develop new products and also launch new exciting licenses! We will also be creating a lot more fun content surrounding our products, highlighting their quality and features.

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A trio of industry experts and stalwarts update us on the state of their business in 2023, how Q4 is shaping up, where they’re going in 2024 and more…

We are still running a Pro shop scheme, which is popular with our bricks and mortar stores; the scheme helps them with marketing and gives them a head start on sales of our latest releases. We are also looking at more collaborations and direct training sessions with our stockists.

What are you most looking forward to for the rest of 2023?

The Exit games are going from strength to strength, with each new release highly anticipated by retailers and end users alike. The advent calendars, are of course selling very well, and we have the added excitement of our first Science/STEM-based advent calendar this year!

We hope this will become as much of a tradition in households around the country, as the EXiT advent calendars have done.

Many of our products have been nominated or shortlisted for awards, particularly KAI, our AI Robot – in fact, we are wondering if we might need to get a cabinet!

What will be the key issues for the business in 2024?

Much like last year, the excitement is growing at Thames and Kosmos for all the new products that are planned to release in 2024. However, the same concerns still linger, the rises in costs of production may compromise the viability of certain lines.

toysnplaythings.media

Ross Bradley Sales director Wilton Bradley Can you tell us a bit about Wilton Bradley and the scale of the business today?

Today we supply a range of more than 1,500 products to more than 40 countries, employing 140 people across the UK and in Hong Kong.

We specialise in the design, development, distribution and marketing of consumer products in the toy, sports and outdoor leisure markets. We supply our own brands and products to a broad range of customers from independent and multi-national retailers to distributors. We also design, develop and manufacture OEM products for other brand owners.

While product design and development are at the centre of what we do, we also distribute a number of market-leading brands in the UK. We are proud to have represented Bestway, one of the world’s leading inflatable and leisure brands, as its UK partner for more than 25 years.

This year we will be celebrating our 10th year of having a permanently manned showroom in Hong Kong, helping to serve our global customer base and enhancing their sourcing capabilities, with six full-time staff working in the office and showroom.

How was trading for Wilton Bradley in 2023?

Trading in our toy categories has been very positive for Wilton Bradley in 2023, especially considering the challenges the market experienced such as the poor weather and the cost of living.

NPD data shows that we outperformed the market in several categories. Some of the more weatherdependent outdoor categories had a challenging year given the poor weather in July and August, however Wilton Bradley is still the top manufacturer in many of these categories with multiple top-performing lines. Looking forward, we are excited to get in front of retailers to present our 2024 offering. We are launching more new and innovative products for retailers than ever before. We have a clear direction for our brands, a fantastic team in place and a pipeline of new product development for the future.

What have been the company’s most successful products this year?

We have had a real buzz around our new Xootz electric ranges again this year, which has led to some considerable growth. At the forefront of this charge is our Xootz Bumper Car, which has been one of our been bestselling new products across the group in 2023, as well as our award-winning Elements Kids Electric Scooters. For AW23 we have developed a new two-seater Big Bumper Car for the range, which is lining up to be a real success. Our ride-on vehicle range also continues to grow. This range of exclusive, officially

NOVEMBER 2023

licensed electric ride-on models allow kids to experience the thrill of getting behind the wheel of their very own electric ride-on car.

Many of these products have been recognised for their design and innovation, bringing home some of the top awards in the industry.

We are also excited to see the performance of our new Mi-Mic Live product, a wireless vlogging kit, which provides a seamless experience for budding social media content creators. It has picked up a number of awards this year and was recently featured on TV's This Morning with glowing reviews from the presenters.

“

We have had a real buzz around our new Xootz electric ranges again this year, which has led to some considerable growth.

At the forefront of this charge is our Xootz Bumper Car, which has been one of our best-selling new products across the group in 2023

Why have they worked, in your opinion?

In short, we offer the full package; great products, flexible supply, marketing campaigns to drive sell through, and aftersales to ensure consumer satisfaction, all with a customer focus.

We pride ourselves on developing and selling the right products, at the right price, introducing progressive and eye-catching product design.

I think another important factor is that a large selection of our product range, especially within the outdoor and wheeled toy categories, promotes active play and encourages kids and families to move outside more. As this subject is very topical currently and important to parents, we’ve made it our duty to get kids out exploring and spending less time cooped up indoors.

”

How are you making sure that customers can see your new products?

We have a range of options for customers to view our new 2024 ranges. Most customers this year are keen to meet in person at one of the many trade shows we are attending, whether in New York, Hong Kong, London or Nuremburg. Alternatively we can meet customers their offices or arrange a visit to either of our showrooms in the UK or Hong Kong.

We can also offer live video conference presentations from our showroom, allowing buyers to meet their salesman, review the products and ask questions live, all from the comfort of their own office or home.

What are the team’s ambitions for the company in 2024?

Our ambitions are absolutely clear for 2024 and are very customer focused. We want to continue developing innovative toys for our customers with a focus on the categories where we are known for our expertise and decades of experience.

We want to be as flexible as possible in methods of supply for our customers and to support them with great marketing to ensure they have success with our products. We also aim to continue growing our brands in the minds of the consumer so that we are front of mind when they are ready to buy.

45

RETAIL INTERVIEW FIRESTORM GAMES

Bringing Fire to the table…

After working in retail, from Games Workshop to distribution giant Entertainment UK, Rob West decided to do it for himself. The MD tells TnP about the growth of his three-store Firestorm Games operation, tabletop gaming and the importance of organised play…

What’s your career background?

I’ve worked in and around the retail sector for the past 25 years, working in management for Games Workshop, Entertainment UK (Woolworths), among others.

Why did you decide to move into toy retailing?

I’d reached a point in my career where I suddenly realised ‘Why am I doing this? Who am I doing it for?

What am I getting out of this? I can do this myself!’ So I did..

Tell us about Firestorm Games…

In September 2009, I decided to set up my own business as a tabletop games specialist in Cardiff. I knew I didn’t just want to have a shop but to build a destination store where like-minded gamers could come and meet up, play games, have fun and socialise… and while there, they would obviously buy the products we sell! That meant we didn’t need to be on the high street and could afford a larger premises just off the main city centre, which could accommodate the extra space we would need. The business model worked straight away and by 2013 46

we had to move to an even bigger premises, which was around 12,000 sq feet. We then also opened our second store inside Tesco Extra in Newport. This is a slightly different business model, leaning to more of a typical retail store, purely due to the different demographic of customer passing by our store front from the Tesco checkouts.

This led us to expand our ranges to more mainstream toys such as LEGO, Hornby, action figures, pocket money toys and so on. In 2019 we opened our third store, in Swindon, and in 2021 we were in a position to expand our Cardiff store again and actually purchased the location we are in now in, Sloper Road.

How would you describe your range?

We specialise in tabletop games, so from tabletop miniatures, rolepaying games to card games to board games.

How many brands do you carry?

We carry hundreds of brands but the key ones for us are Warhammer, Pokémon, LEGO, Dungeons & Dragons, and Star Wars.

How many suppliers do you deal with?

Who are the key names?

We deal with more than 100 suppliers, many of them very small, but the key ones are Games Workshop, Asmodee, Bliss, North Star and Kingsley Distribution.

We are also a member of Toymaster which gives us access to a whole range of suppliers that we wouldn’t normally have access to such as LEGO, Hasbro and Mattel.

How do you find products?

We have regular rep visits from various suppliers and manufacturers. We also attend the Toymaster Shows, London Toy Fair and Games Expo.

What’s your selection criteria?

We focus on our core range of tabletop games but then also look for linked products that our customer demographic may be interested in, so relatable merchandise, and collectables.

What’s proving popular at the moment?

Warhammer, Pokemon and Disney Lorcana.

What lines have you started stocking recently?

Disney Lorcana and Bandai Gunpla.

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Best

Sellers ■ Warhammer – Space Marines ■ Warhammer Tyranids ■ Disney Lorcana ■ Pokemon 151 ■ Bandai Gunpla

How important are in-store activity and events?

“

Watching Vital! Our whole business model is literally about providing Organised Play (OP) hundreds of events to drive footfall to our stores. customers on Customers have so many options to buy product from lots of retailers, a games night especially online. What we do gives smiling and them an incentive to physically come enjoying and see us, which means we can interact with them, and give them an themselves is experience as well as physical product. the most Having a community focused around rewarding part the stores gives a level of loyalty that isn’t just about price; it’s the overall of the job. We sense of belonging to something that they enjoy, somewhere to socialise and did that! meet new friends.

How has trading been for you so far this year?

So far so good, trading is up significantly on last year.

”

The future

Are you looking at expanding into new categories?

We’re always looking! At the moment we are happy with our product mix but are always looking for new ranges that can supplement our existing portfolio What are you looking forward to seeing/stocking in Q4?

Disney Lorcana Chapter 2 will be huge, but will be restricted by availability.

Warhammer Legions Imperialis: again, this will be huge but likely impacted by availability.

What’s the most rewarding aspect of your job?

Watching literally hundreds of customers on a games night smiling and enjoying themselves. We did that!

What’s the most challenging aspect of your job?

Managing customer/staff expectations while maintaining a sustainable business. It’s always a challenge but enjoyable.

There are going to be significant challenges in the year ahead, with another living wage increase, utility bills are going to rise significantly, compounded with increases in corporation tax at the other end. The bit in the middle is getting smaller and smaller…

What is your all-time favourite toy or game?

Warhammer Fantasy Battle (1980s version) What is your favourite toy or game on your shelf?

Weta Workshop – Smaug the FireDrake Statue.

Have you been affected by price rises and stock shortages - if so, how have you dealt with that?

Yes, it’s been a real headache trying to secure enough of the right stock. Maintaining a good working relationship with each supplier is key, to the extent we now have a full-time purchasing manager who will liaise and negotiate with suppliers on a day-today basis.

How do you attract new customers and maintain the interest of your existing ones?

We recently employed an internal marketing manager who oversees our brand image and is focused on increasing our visibility to new customers and engaging with existing ones through social media channels and in store promotion/activities.

NOVEMBER 2023

47

RETAIL INTERVIEW

YARNTON HOME & GARDEN

A new space for a new season Clare Turner chats to Celia Leeson-Cox, visual merchandising manager of Yarnton Home & Garden in Oxfordshire, about the retailer’s recently redeveloped toy shop What’s your background?

I’m a ‘retail shop girl’ through and through (with a bit of estate agency sales and legal conveyancing thrown in, working around my family). I started out with Habitat HQ in Wallingford, Oxfordshire, which gave me an insight into design-led products and lifestyle retailing.

As a passionate visual merchandiser, I’ve since found myself in department stores, small start-up independents, running three of my own shops for over a decade, and then a further decade spent with the iconic Burford Garden Company at Burford in the Cotswolds, where I specialised in visual merchandising. All of this has given me the experience to take on a wonderful redevelopment project at Yarnton Home & Garden.

Tell us about Yarnton Home & Garden.

Yarnton Home & Garden is based just north of Oxford, close to Woodstock and the surrounding Cotswolds. There has been a family-owned nursery on the 7.5-acre site for over half a century, and it has seen many changes over the years to become the destination centre that it now is.

At the heart of Yarnton Home & Garden is the Magic Garden.

Construction work started on this in late 2018 and it opened in the Spring of 2019. It was this investment really that was the key to the ongoing development of the rest of the site as a family-friendly and multigenerational centre.

The Magic Garden is different from any other children’s soft play area you will come across near Oxford. Aimed at babies and children aged up to the age of eight, it is themed and designed to capture kids’ imaginations through a world of roleplay. They enjoy a magical adventure full of surprises.

Babies and toddlers enjoy our calm and safe sensory garden, while older children clamber around our two-storey playground, scramble across bridges, and whizz down our supersonic slides.

Once exhausted, they enter our indoor woodland camp, with reading tipis, a sensory light tunnel and a play kitchen.

With air conditioning and plenty of comfortable sofas and seating throughout, we welcome parents, guardians and childminders alike to sit back, coffee in hand, and relax while the little ones play.

The Toy Shop was an obvious follow-on from that. And with a focus on imaginary and interactive play, it has been a category we have been keen to grow.

Can you describe the new-look toy shop?

The expanded Toy Shop opened 48

on August 25. This is the fourth time this fun little category has outgrown its floor area in as many years, and it’s now twice its original size, expanding from 80sq m to 169.23sq m. We are thrilled that it has now earned and found its own big grown-up space, exactly where it needs to be!

It’s key to me that the look and feel of the whole centre flows seamlessly, and the style has grown fairly organically (which is exactly how it should be as a garden centre!). It’s important to remember that it is the ‘brand’ personality, not mine, and a huge amount of thought must always go into how this translates.

In the Toy Shop, I just used basic wooden shelving fixtures that are affordable. But by keeping up to date on interior trends and colours, I gave the scheme a contemporary edge to add some personality. I also managed to incorporate some of this year’s popular ‘scalloped edging’ along one wall (made in-house by our talented team), which adds a sense of fun and frivolity.

Reading for children is a really important part of their learning, and children’s books these days are so much fun. So I gave our bookcases a bit of a makeover and painted the area in one of my favourite colours (Bea, a luxury blush pink shade from Painthouse) to make it feel fun and comfortably homely. It’s lovely to watch children heading for the books with such enthusiasm.

As a business, we strive to be as sustainable as possible, so I always

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Best

What’s proving popular at the moment?

Sellers

In the autumn we see our gardening and nature theme coming through, with pumpkins and spiders!

What lines have you started stocking recently?

We recently added children’s clothes into our toy shop space.

How’s trading been for you so far this year?

It’s been interesting: busy, with trade up on last year. As a seasonal business, the weather obviously plays a huge part in what sells when. So it’s really important to us to offer customers something all year round and in all weathers. Children, of course, will play in any weather, so a toy shop is a must! look to use materials that are planetfriendly, and reuse and repurpose where I can.

I think we’re now seeing an expectation from customers that products are as eco-friendly as possible, which is encouraging.

We put in a lot of legwork to source and put these products on our shelves, supporting suppliers with the same ethos.

How would you describe your range?

It’s extensive. We have a wide range to fill our beautiful new area. Nature and the garden are a big focus. We also love interactive toys for learning, such as wooden clocks. We have concentrated mainly on wooden and traditional toys, but have softened it up with some gorgeous Jellycat soft toys.

We work to a number of themes including dinosaurs, jungle and ocean.

We also have a bathtime theme for little bathers. Alongside wooden toys and craft, educational and interactive books is another big category. We have stationery and cards too.

Who are your key suppliers?

The list includes Janod, Bigjigs Toys, Jellycat, Le Toy Van, Bob & Blossom, Clockwork Soldier, and Rex London. We also have some smaller suppliers for niche products.

How do you source stock?

Via visits from reps, reading the trade press, and attending trade shows. We particularly love Top Drawer for toys.

What’s your selection criteria?

Is it lovely? No, only joking! In all seriousness, we look for quality, sustainable credentials, and of course fun. We try to buy through a child’s eyes.

We want to bring some magic.

NOVEMBER 2023

“

What’s next for Yarnton Home &

This is the Garden - do you have any exciting news or plans you can share? fourth time We have a lot of expansion plans in the this fun little pipeline across the business and are category has continuing with our refurbishment of the centre with bigger spaces for our outgrown its categories. floor area in as growth With children in mind, we are growing many years, our clothing offer to sit alongside our new family-friendly boutique, which and it’s now opened on October 12. This was twice its something we had been asked for, and original size. it’s proving to be very popular.

We are thrilled Yarnton Home & Garden’s head of marketing, home, gift and fashion buyer that it has Bryony Taylor-Edwards and her team have done a super job with sourcing earned and buying all the new ‘mini clothing’, found its own and and the collection is already bringing big grown-up smiles to everyone’s faces. space, exactly I’m looking forward to welcoming more of our customers to the new where it space over the coming season, and needs to be! seeing lots of new products in the

”

toy shop.

It’s also really fun learning all about the toys with the team: it doesn’t get any more exciting than having a brandnew toy shop to play with!

What’s the most rewarding and challenging aspect of your job?

To sum up, I would say that the rewards in retail are equal to the challenges, and I have to love a challenge to do what I do! In such an intuitive role, it’s important that you judge things correctly. So when I see our customers feeling comfortable, enjoying the space, and making their purchases, it makes me very happy - and gives me the confidence I need to tackle the next challenge.

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■ 1. Jellycat teddies ■ 2. House of Marbles Rainbow Ribbon Dancing Wands ■ 3. Bigjigs Toys wooden trains ■ 4. Bigjigs Toys wooden food ■ 5. Bob & Blossom tutus The way things are presented is absolutely key to engaging customers enough - with a product, and indeed a place - to encourage them to buy from you.

It’s a big job for the team to keep everything looking the very best it can, all of the time, across a big garden centre, and they need to be engaged too!

What’s your current favourite toy on your shelves?

That’s really tricky to decide, but my favourite toy in the new toy shop has to be Little Peeps Tommy Toadstool Matchbox Dolls from Threadbear Design. This range of small dolls in a box is just so adorable.

What’s your all-time favourite toy?

The Pawpaw Bear, which was one of Jellycat’s very first products (it was released in the late 1990s and is now a retired design). It’s the first soft toy I sold in my own first shop! He has turned into a family favourite, too.

WHAT’S NEW WH A Stitch in time MV Sports & Leisure Ltd

01217488000 info@mvsports.com ǀ www.mvsports.com Walt Disney’s beloved character, Stitch, is experiencing an unprecedented resurgence in demand, as its enduring charm and appeal have captured the hearts of generations, and MV is thrilled to introduce an extensive and captivating range of scooters (pictured), ride-ons, and outdoor play items, all paying homage to this endearing character.

MV’s commitment to delivering top-quality, imaginative products remains unwavering, reflecting a dedication to serving the ever-evolving consumer landscape. These Stitch-themed products, aim to provide enthusiasts with not only entertainment but also a sense of joy.

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Spin Master 01628 535000

www.spinmaster.com/en-GB

After unboxing, get ready for un-coffining.

Zombaes are fashionable collectible dolls with a spooky horror theme from Spin Master. The Critter Chaos zombie dolls range features 15 different dolls in blind bags alongside Deluxe Sets and an Abandoned Pet Shop doll house playset.

The dolls themselves have glittery brains that can be revealed by removing the hair which, like the legs, is interchangeable. Each of the characters’ names is inspired by their causes of death. There are 15 to collect.

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A Disney Wish list

Sorcery in seconds

Playmonster

01628 488944 trade@playmonster.com www.playmonster.com Playmonster UK has conjured up a treat for Harry Potter fans by introducing two games featuring the young magician’s wizarding world to its popular 5 Second Rule brand.

Games under the 5 Second Rule umbrella have sold millions around the world and according to Circana it’s rated as the number one travel game.

Harry Potter 5 Second Rule comes with a Hogwarts-themed board as well as more than 300 questions, all of which must be answered in five seconds or under. There is also a mini version of the Harry Potter 5 Second Rule to cast a spell that will kill boredom on long journeys for Muggles everywhere.

Justin Clasby, director, international marketing, Playmonster UK said: “We are thrilled to offer fans the chance to put their Wizarding World knowledge to the test with our new 5 Second Rule Harry Potter games. It’s surprising how quickly your mind goes blank when you only have 5 seconds to come up with three answers – almost as if you have been hit with an obliviate spell!

Hilarious answers are guaranteed, whether you see yourself as an expert or not. It’s fantastic family entertainment and we know these games will be extremely popular.’’

Disney’s latest animation outing Wish arrives at cinemas on November 24 and the entertainment giant has unveiled a raft of product to tie in with the big push for the eagerly awaited musical comedy.

Among the items on offer are assorted sets from LEGO, figures from Jakks and Funko, plush from Simba and assorted dolls from Mattel.

Gill Archer, VP of hardlines at Disney Consumer Products, Games and Publishing EMEA, said: “We’re thrilled to be introducing this extensive range of Wish products that truly bring the film’s new characters and themes to life.

Families can immerse themselves in the world of Rosas, singing along

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!

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