Toys n Playthings

5 er 201 b o t c O 1 5 No. Vol. 3

FREE EVENT

Bureau Veritas Toy Open Day: Tuesday 24th November, Warrington Toy Safety Regulations are constantly evolving.

Stay up-to-date and meet with our technical experts and your industry peers: JOIN US for our annual UK Toy Open Day on Tuesday 24th November, at our Warrington (Cheshire) testing laboratory.

Agenda: 09.30 - Registration & Refreshments 10.00 - An overview of the latest regulatory updates in Toy Safety 10.30 - Product Recalls and the importance of Product Technical Files 11.10 - Spotlight on Acoustic Requirements

11.25 - Issues around the Flammability of Disguise Costumes 11.40 - Tour of the Toy Laboratory and Time with our Experts (Don’t hesitate to bring your toys or product technical file with you) 12.30 - Networking Buffet Lunch 14.00 - End of the day

Places are limited! Book your place today to this complimentary event: • Bvsales@uk.bureauveritas.com • +44 (0)1925 854 360 • www.bureauveritas.co.uk/cps

CONTENTS Regular 5 Leader - with Mirella Anstey 6 News - hot off the press

15 er 20 Octob No.1 5 Vol. 3

TEAM TnP

9 Quick Coffee Break - with Cheatwell Games’ Head of UK Sales, Mark Jones

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10 People News - checking in on the movers and shakers 12 Exhibition News - the latest on global fairs and shows 14 Movie News - the latest from the box office 16 Media News – the multimedia rundown

Group Editor Mirella Anstey mirella@lemapublishing.co.uk

Editor Mairead Wilmot mairead@lemapublishing.co.uk

17 Media Charts - the latest kids’ TV viewing figures and toy TV advertising spend 20 What’s New - new products that you need to get your hands on 22 Toy Talk – the retailers have their say 74 Trade Talk - we give suppliers a chance to talk business 78 Don’t Miss – unmissable products for all buyers and retailers 79 TnP TV is here! – the latest from TnP’s boundary pushing weekly TV show

Writer Rhys Thomas rhys@lemapublishing.co.uk

Group Advertisement Manager Ryan Horwood ryan@lemapublishing.co.uk

Media Solutions Manager Bradley Mason bradley@lemapublishing.co.uk

Publisher Mark Naish mark@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Design and Production Marian McNamara marian@lemapublishing.co.uk

80 Licensing News – the hottest news from the toy licensing industry 83 Step Back In Time – a slice of toy history from the industry’s longest running magazine

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Features 30 Educational learning toys – Retailers stand to earn as kids learn with this vibrant category 48 Scooters – Scooter sales aren’t slowing anytime soon 58 Brand Licensing Europe 2015 preview – discover what and where exhibitors are showcasing - including full BLE exhibitor list

Special Report 18 Cover story - Chicco has had a phenomenal 2015. Find out why 2016 is set to be even better 24 Retail Interview - inside Oxford Street’s newly opened The Toy Store, with UK General Manager, Gareth Davies Marriott 46 Toy Fair 2016 - in the run-up to BLE, we found out what to expect from the licensing world at Toy Fair 2016 76 Autumn Fair review - we wrap up the busy pre-Christmas buying show 81 - Licensing Coffee Break - with Toy State’s President and SVP of Global Marketing, Andy Friess

Columnists 11 Media Whisperer – The years go by, but quality reigns supreme says Clive Crouch 27 High Street Highs – The Entertainer’s Buying Director, Stuart Grant steps in to talk licensing

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Manager

28 The Independent and Secret Supplier – Does the Secret Supplier agree with The Independent’s own Christmas Top 10?

29 Shop p Talk – Make the most of your surroundings, says John Ryan 56 TnP Ambassadors – our ambassadors test the toys you stock on Ambassa your you shelves

Robert Thomas robert@lemapublishing.co.uk

82 Licensing Opinion – Kelvyn spread the licensing word as Force Friday hit national headlines last month

Lema Publishing Ltd

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

Independently audited ABC circulation of 5,130 1 July 2013 to 30 June 2014

toysnplaythings.co.uk

Helping everyone sell more

LEADER Mirella Anstey

T A member of the Audit Bureau of Circulation

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

here has been a lot of moving and shaking within the toy industry over recent weeks. One surprise is Chris Spalding leaving HTI. There has been no word yet as to where Chris is moving to but we certainly wish him all the best.

For its part, HTI have said: “Chris Spalding has resigned from HTI. Chris has done an outstanding job during his time here and has helped move the business forward. We wish him well in his future career.”

LeapFrog, Chris’ old alma mater also announced recently that they would not be attending Toy Fair due to the clash with Nuremburg. They join Hasbro and MGAE. As we know, Toy Fair 2016 is being held from 24 to 26 January 2016 and yes, there is a clash with Spielwarenmesse but that will not stop our homegrown event from ploughing on and we, as an industry, should and will continue to support it as much as we can. LeapFrog say they remain committed to supporting the UK toy industry.

And no doubt they will. Toy Fair, according to organisers, is in good shape at the moment with the Greenhouse selling out and just some space remaining. Anyone wishing to book space can contact Head of Toy Fair Sales and Operations Majen Immink on majen@btha.co.uk.

Earlier in the month TnP went to a special Disney showcase where the company unveiled its famed Disney Dozen. It was good to see Frozen still up there and Doc McStuffins, of course. There is even a Toy Story Slinky Dog Talking Figure and Rapunzel Mini Animator Doll Playset on the list – which we love! You can see the full list on our news pages For our part, Team TnP are very excited to bring LTW TV to Brand Licensing Europe which takes place

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Featuring FRAMING BUSINESS

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

from Tuesday 13 to Thursday 15 October.

As always, our sister title Licensing Today Worldwide will have a stand at the show on B115, and you will find representatives from the entire Lema Publishing team there. Licensing is so intrinsically linked to toys, we talk about it quite a lot here in our offices. It is important for us to realise that the two industries go handin-hand so attending trade shows like BLE is vitally important. Anyone who has not paid the show a visit in the past will be surprised at the amount of toy folk they see walking down the aisles. Check out our preview for BLE, starting on page 58.

This month, our cover story is dedicated to our friends at Chicco. Turn to page 18 to read about the company’s continued growth with MD Mitch Levene explaining how Chicco has worked to grow sales and brand equity. We also take a look at Educational Toys on page 30 and Scooters on page 48. Andy Friess, Toy State’s President and SVP of Global Marketing talks to TnP about the company’s hero licensed lines, when retailers can expect to see product from its partnership with Warner Bros. Consumer Products on our licensing pages (pages 80 and 81) – it is well worth a read and so good to see a forward thinking company like Toy State make an impact.

One of Andy’s quotes really resonated with us: “We believe that when you are standing still, you are falling behind” – hear, hear Andy.

And with that, Team TnP will see you at Brand Licensing Europe, we’d be thrilled to see you drop by the stand or make an appointment to see us by emailing ryan@lemapublishing.co.uk or bradley@lemapublishing.co.uk. y@ p g

Anyone who has not paid the show a visit in the past will be surprised at the amount of toy folk they see walking down the aisles

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NEWS

CROSSING INTO THE RECORD BOOKS

Record year for The Entertainer Strong annual financial results posted by The Entertainer has brought the retailer its sixth consecutive year of growth.

Like-for-like sales growth across its network of shops saw pre-tax profits soar to £7.6 million, an increase of 27% from the £6m made during 2013/14. In online channels, year-on-year profit grew 18%, now contributing 14% of the company’s total sales. Black Friday was cited as the retailers single largest day of sales in the year across all channels.

Gary Grant (pictured), Founder and Managing Director of The Entertainer and TnP columnist, said 2014 had been a “momentous year” for the company.

“Achieving six years of continuous growth in such a challenging category is a real testament to commitment of The Entertainer team. The Lego Movie helped the year off to a great start, the loom phenomenon boosted spring/ summer, then Frozen saw the year out on a high. It was the perfect storm for the toy industry.”

Now totalling 107, The Entertainer added nine brand new UK stores plus the relocation or refitting of four existing branches. Gary added: “To keep the momentum going through 2015 and into 2016 we will continue to aggressively expand our store network throughout the UK.”

The biggest Meccano structure ever built went up in Belfast in September, paving the construction brand’s way into the record books. Designed by engineering and architecture students from Queen’s University Belfast, a 100-foot bridge made entirely from Meccano was set up across the Northern Irish capital’s Clarendon Docks.

Guinness World Records officials gave the team the nod after checking the structure over, before Meccano’s Mecanoid Robot took to the bridge to celebrate. The feat grabbed the attention of media around the world, appearing on TV across the UK and as far as Australia.

Ben Varadi, Executive VP and CCO at Spin Master Corp., said: “Spin Master is incredibly proud that this timeless and iconic toy, invented over a 100 years ago, continues to inspire the world’s future architects and engineers.”

Do you dream of toys?

Dream Toys, the Toy Retailer Association’s pre-Christmas predictions event, will be here before you know it.

This event will be held on 4 November this year, where the TRA will reveal the toys it believes will perform the best at retail this Christmas.

Selected by a panel of toy retailers, from major high street stores to local independents and everyone in between, Dream Toys is the definitive list of this year’s most wanted toys for the festive season. Stick with TnP and go online to www. toysnplaythings.co.uk for all the news and coverage from the event next month.

TREND SPOTTING: OPEN-ENDED PLAY Kristin Morency Goldman of the Toy Industry Association tells us how open-ended play ignites imaginations Did you know that pediatricians recommend children spend at least 60-minutes a day engaged in open-ended play?

Despite that fact, playtime is actually dwindling, as traditional toys and games continue to compete with video games, mobile devices, and apps for kids’ attention.

Add in the fact that families are leading very hectic lives – with a strong emphasis on their children achieving good grades and mastering a number of extra-curricular activities – and it’s no wonder that kids have less time to explore and imagine through

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Toys that promote open-ended play, in particular, ignite young imaginations and allow children to simply relax, have fun and enjoy being a kid

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play than those of generations past.

Through its “Genius of Play” campaign, the U.S. Toy Industry Association (TIA) is leading the charge to promote play as a highly beneficial activity that allows children to learn about the world around them, explore their creativity, build important skills and work through their emotions.

Toys that promote open-ended play, in particular, ignite young imaginations and allow children to simply relax, have fun and enjoy being a kid without any prescribed rules or restrictions. First spotted at TIA’s 112th North American International Toy Fair last February, the following is a round-up of open-ended toys that promote the healthy development of children.

More information about many benefits of play can be found at www.TheGeniusofPlay.org.

toysnplaythings.co.uk

Pebli Town’s got talent Mookie Toys teamed up with Britain’s Got Talent judge and celebrity mum Amanda Holden for the official UK launch of connected pre-school toy Pebli Town last month.

Amanda, who is mother to nine-year-old Alexa and three-year-old Hollie, figureheads the multi-channel campaign for Pebli Town, which will run across the next 12 months, and includes PR, digital marketing, advertising, social media and retail support. “As a working mother, I understand the importance of parents interacting more with their children during playtime and Pebli Town is a product that encapsulates this perfectly,” said Amanda. Amanda hosted an official product launch on 30 September, introducing Pebli Town to media and bloggers before the Christmas season begins.

“We’re delighted to have Amanda join the Mookie family in an exciting year for us,” said Director, Guy Orr. “Pebli Town is a revolutionary new toy whereby 99% of all game play is done on the board and brought to life on a tablet for parents to see. It’s great that Amanda shares the same passion and excitement that we have for Pebli Town.”

Taxi Rattle (Estella) An eye-catching rattle toy for infants in the shape of the iconic New York City taxi. Hand-knit with soft Peruvian cotton that is gentle on baby’s skin.

ALEX TOYS Jungle Fun Activity Cart (ALEX Brands) A classic wooden push toy for early walkers, the Activity Cart features spinning gears, a peek-a-boo mirror, turning tiles, a curvy maze, xylophone, washboard and wooden mallet.

This eco-friendly toy is made from sustainable wood, recycled paperboard and natural inks.

OCTOBER 2015

Disney Dozen unwrapped Disney unveiled the list of licensed toys and gifts it expects to be most popular this Christmas at a special London event attended by TnP in September. Known as the Disney Dozen, the 12 gifts are inspired by the company’s top properties, from the Inside Out Joy Talking Doll to Flair’s Doc McStuffins Pet Vet desk.

Disney also took the chance to showcase some of the Star Wars licensed product launched on Force Friday, including LEGO’s flagship Millennium Falcon construction set; Hasbro’s range of role-play, figures and games; and the fictional universe-spanning dress-up collection from Rubie’s.

This year’s Disney Dozen, in no particular order, is: Frozen Fever Anna and Else Doll Set - Disney Inside Out Joy Talking Doll - Disney Sing-Along With Elsa - Jakks Pacific Darth Vader sweater - Courage and Kind Disney Infinity 3.0: Play Without Limits Starter Pack - Disney Star Wars Princess Leia and Darth Vader Costumes - Disney Titan Hero Series Action Figures - Disney Minnie Mouse Tsum Tsum Soft toys - Disney Rapunzel Mini Animator Doll Playset - Disney Doc McStuffins Pet Vet Desk - Flair Cars Design and Drive Lightning McQueen - Mattel Toy Story Slinky Dog Talking Figure - Disney

Chubby Puppies – Pug (Spin Master) This adorable Chubby Puppy Pug waddles, hops, stumbles and tumbles in an adorable way. The legs can be customized for more funny walks and hops. Kids can also collect the Husky, Boston Terrier, and Cocker Spaniel.

All Around Fun Box (Blue Box Toys) A musical shape sorter for little ones that includes spinners, bead runners, gears and much more.

Teaches cause and effect.

Chef Suit (Aeromax) A role-play costume for budding chefs! Allows children to imagine what it would be like to come up with culinary concoctions for their own restaurant.

Take Along Pet Clinic (Playmobil) Kids can play out the role of veterinarian with this take-along pet clinic, which includes four figures, kittens, puppies, guinea pigs, animal pens and accessories. Encourages children to explore and learn while having fun.

Study ‘N Play Desk and Chair (American Plastic Toys) A compact and colorful desk for preschoolers that features a large writing surface, book and storage spaces on both sides, and special compartments for markers.

Brand-new toys and games of all kinds will be on display as far as the eye can see at TIA’s 113th North American International Toy Fair, taking place in New York City from 13-16 February 2016.

Visit www.ToyFairNY.com to learn more.

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NEWS Record year for Hong Kong show

Opening the doors to safety Bureau Veritas Consumer Products Services is opening its doors and inviting those involved in the safety of toys to find out more about the latest developments of Toy Safety Regulations in Europe.

Bureau Veritas’ Toy Technical Consultants, Malcolm Horner and Claire Franco, will shed light on the ever evolving regulations in a number of short presentations. Attendees will be able to brush up on the major points of this year, including the recently updated acoustic requirements, the issue of flammability of disguise costumes, and the importance of product technical files, as well as visiting the laboratory. There will also be plenty of time to network and to ask Malcolm and Claire specific questions. This complimentary event is open to toy retailers, brands, manufacturers, importers and distributors. This annual event always books up very quickly so do not wait to reserve your free place by emailing bvsales@ uk.bureauveritas.com, or completing the booking form at www.bureauveritas.co.uk/cps.

Agenda: 09.30 - Registration and refreshments 10.00 - An overview of the latest regulatory updates in Toy Safety 10.30 - Product Recalls and the importance of Product Technical Files 11.10 - Spotlight on Acoustic Requirements 11.25 - Issues around the Flammability of Disguise Costumes 11.40 - Tour of the Toy Laboratory and Time with our Experts (Don’t hesitate to bring your toys or product technical file with you) 12.30 - Networking buffet lunch 14.00 - End of the day

The HKTDC Hong Kong International Licensing Show returns next January and is generating plenty of buzz already following a record number of visitors to this year’s event. More than 19,500 licensing professionals from around the world headed to the three-day event back in January, a nine per cent increase on the 2014 show.

This increase in visitors was attributed to higher participation from mainland China, as well increases in the number of visitors from South Korea, Taiwan, Japan and the States, cementing the event as a must-attend for anyone in the industry looking to engage with or break into the market.

Registration for the LIMA-sponsored event is now open on the HKTDC website, and will give visitors free admission.

Visit www.hktdc.com for more.

DOUBLE THE POWER WITH TAB 2 KD UK has added to its family of tablets with the release of the Kurio Tab 2, a device with twice the power for twice the fun.

Kurio Tab 2 comes with a protective bumper, built in stand, rear and forward-facing cameras, Wi-Fi and Bluetooth connectivity, 8GB of internal memory, and runs Android 5.0.

The tablet’s powerful quad-core processor will be able to keep up with the exclusive new two-player motion technology, which includes 18 exciting games such as Mountain Bike and Dance, to get all of the family up and active. A further 40 plus pre-loaded apps, as well as access to the Google and learning. g Play y store,, will ensure children are kept p busy y playing p Popular gaming apps such as a Subway Surfers, S and a Hello Kitty Café join jo learning and educational content e titles, such as Geo t Atlas, Pora Ora, My A Preschool Monsters P and a a whole host of o ebooks.

SURE TO BE POPULAR Italian bubble manufacturer Dulcop is bringing some of DreamWorks Animations’ best-loved characters to life in a new line of licensed bubbles. The partnership will see DreamWorks’ Dragons, Kung-Fu Panda, Shrek and Madagascar soap bubbles come to retail in a number of different SKUs. “We are all thrilled to have entered into this partnership with DreamWorks because they embody instant joy much like Dulcop,” said Fabrizio Frisoni, Dulcop Sales Manager. “We look forward to creating a harmonious relationship and further expanding opportunities within the European stores. Few companies inspire creative imagination like DreamWorks.”

Joining Duclop’s 300-plus strong portfolio of licensed and generic bubbles and bubble toys, DreamWorks fans can find bubbles in 60ml and 175ml sizes, as well as blister-card and multipack tubs.

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toysnplaythings.co.uk

New MD for Esdevium Esdevium Games has appointed Steve Buckmaster as its new Managing Director, replacing the company’s former head, Daniel Steel, who is stepping down to take on a new role at parent company Asmodee Group.

Steve, who has been Sales Director since 2002, will take his new office with immediate effect. He said: “It is an exciting challenge for me personally at an exciting time for the company. Esdevium has progressed so much in the time I have been here and I now hope to drive that success further.”

Daniel will maintain some involvement with Esdevium as Chairman of the Board. Having held the position of Managing Director for the last 20 years, he has admitted to leaving his post with a heavy heart, but in full support of Steve. “There is no better person to lead the company for what will be an exciting new chapter,” he said.

Chris Spalding leaves HTI Chris Spalding has resigned as CEO of HTI after 18 months with the company, during which time a spokesperson said he had done an “outstanding job”. Formerly MD and SVP of LeapFrog, Chris joined HTI in early 2014.

NEW CEO AT FAMOSA Marie-Eve Rougeot has joined Famosa as its new CEO, which the company says marks the start of a new move to strengthen its management team and boost business development. In her new role, Marie-Eve will help to build up Famosa’s position as a leading brand in dolls, ride-ons and outdoor toys in European and American markets. The new CEO has broad experience in multinational companies and Private Equities in consumer goods and retail sectors. She has held CEO and General Management positions in American, French and Spanish companies like Indo Optical, DBApparel and SC Johnson & Son, with a successful track record in sales and profitability growth.

Alison joins HTI HTI has appointed Alison Downie as its new Global Licensing Director, bringing 30 years of experience in the children’s toy market to the role.

Alison will be responsible for identifying, developing and negotiating new license opportunities for the company on a global level, as well as managing existing licensing business relationships.

Jenny Watson, HTI Global Marketing Director, says: “We are thrilled to have Alison on board at HTI. The company is investing in great people to complement the existing skill set and Alison will be a key member of the HTI global leadership team.”

OCTOBER 2015

COFFEE BREAK Cheatwell Games Head of UK Sales Mark Jones grabs a quick Coffee Break with TnP to talk Tension, hero lines and margins

What is your hero product at the moment - what are consumers snapping up and why do you think this is?

Tension Family Edition - it’s a great game at a great price.

It’s played in teams and you can choose the level of difficulty so the whole family can join in. What really makes the game work so well however is its simplicity to play.

And what about your top three performing ranges so far this year?

Animal Squeeze poppers - the whole range is flying but the Pig Popper still has the lead by a snout. Card game wise Plop Trumps is most definitely our number one though you’d think number two would be more appropriate! On the puzzle front the IQ Buster Labyrinths have been an a”maze”ing success.

In terms of what you supply, Cheatwell have quite a lot going on with the party and gift products as well as toys, for example. Are these add-ons something you find toy retailers pick up too?

They do - our pre-stocked CDU of Bitesize Games for Kids retail at £2.99. They make great travel, party bag and impulse purchases all year round and the party ranges really come into their own at this time of year!

What do you predict with be Cheatwell’s top-seller for Christmas 2015?

It’ll be a close contest between Plop Trumps and Tension Family Edition although DVD Race Night is galloping up behind them!

How important are online product reviews to Cheatwell as a company?

Obviously they’re important - a raft of bad reviews can kill a product.

We do listen to all our customer feedback and because we develop and manufacture our games we can incorporate changes if the same point keeps cropping up.

Tell us how you support independent retailers?

We offer very generous margins - probably some of the highest in the toy sector and we stock a range of price points - you can pick up a great quality novelty toy with a £1.99 RRP or a £24.99 board game that’ll give you hours of fun. We also make sure we have the stock levels to turn orders around quickly.

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MY PUSH & LEARN THOMAS

Peppa’s Play & Learn Smart Watch

TAB 2

© HIT Entertainment Limited

Peppa Pig© Astley Baker Davies Ltd/ Entertainment One UK Ltd 2003

© 2015 Kurio™

© 2015 Gullane (Thomas) Limited.

T: 01727 827 194

KD UK, First Floor, The Annexe, Salisbury Hall, St Albans AL2 1BU

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MEDIA

OPINION

Time changes everything and nothing A n early sign of autumn is the absent melody of the ice cream man on the streets. A brief musical chorus that only parents and grandparents can sing the words to, an 18th century nursery rhyme.

Nursery rhymes are very much a part of play, reading, and singing together with young pre-school friends and parents. They were not created for the tablet, although they may well be adapted for one.

This year’s Edinburgh Festival hosted over 340 children’s shows; every one of them acted out across the 24 days of the festival. The majority of shows are original creations, others like Cat in the Hat, Alice in Wonderland and The Magic Porridge Pot are produced under licence by theatre groups and schools. The show listings are obviously too many to mention here, however the detail in terms of target audience and suitability provides more guidance than any EPG (electronic programme guide).

To illustrate the point: “Eejits and Hissy Fits” for the under fours and older, “Flamenco for Kids” for under threes and older, “I Hate Children, Children’s Show” for under eights and older. While The Edinburgh Festival Fringe ensures a variety of children’s theatre from puppetry to storytelling and spoken word, the event is not just a 24-day wonder. I will return to Edinburgh, but first I feel we should remind ourselves of how well radio and television used to broadcast storytelling.

Lest we forget a continuous audience of babies to six year olds aggregate to around four million. Readers of this magazine know the value of reaching these young individuals and their parents. Watch with Mother was broadcast by the BBC from 1953 until 1975, it was the first TV series aimed specifically at pre-school children.

Another programme, Listen with Mother, had launched on BBC radio two years earlier. It is worth noting two very fundamental policy points here as the BBC started to precision schedule to its target audience; Watch with Mother was initially broadcast between 3pm and 4pm, post afternoon napping and before the older children came home from school.

However the choice of title was almost an instructional message. The choice of Watch with Mother for the title of the series was intended to deflect fears that television might become a nursemaid to children and encourage bad mothering.

Despite those fears the BBC did a fine job in bringing storytelling to an audience of children and their The BBC’s Watch mothers; Picture Book, Andy Pandy,

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The Flower Pot Men, Rag Tag and Bobtail and the Wooden Tops lead the way.

In 1965 Jackanory launched and was designed to stimulate an interest in reading. Jackanory did that in over 3,500 episodes through to 1996. The list of readers from Peter Sellers to Helena Bonham Carter to Ian McKellen reads like an order of Bafta nominees. Fast forward to October 2015; I do wonder how a rewrite of the bad mothering statement would be worded today. I do not intend to enter the ring with my own contribution.

Returning to the Edinburgh Festival Fringe - this city takes the arts very seriously, 340 plus children’s shows are part of the Ed Fest but the Edinburgh Storytelling Centre is a permanent part of the country’s offering to children and their parents, without a tablet in sight.

This year a theatre company staged a number of the fairytales from the brothers Jacob and Wilhelm Grimm.

Little Red Cap was presented as a reimagined telling of the famous story covering adolescence, rebirth and parenthood for today’s audience of adults with children.

Consistent with the original works of Grimm, the villains get punished. Retold and repositioned 203 years on from the 1812 original, there is the same ending.

The foundations that the BBC laid down for parent and children storytelling are still alive and well at The Edinburgh Festival.

So much time and creativity goes into this arena of live children’s theatre it deserves to be captured and shared more widely. Other than official acknowledgements there are no sponsors associated with this very worthy genre.

Watch with Mother was broadcast by the BBC from 1953 until 1975, it was the first TV series aimed specifically at preschool children

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with Mother

Clive Crouch can be contact on: www.clivecrouch.com, info@clivecrouch.com, mobile: 078 31 670 453

Times may have changed, but quality will always shine, says Clive Crouch after a trip to the Edinburgh Fringe

EXHIBITION

NEWS

Toy Fair 2016 registration open Visitor registration for the 63rd Toy Fair is now open and free of charge.

Taking place at London’s Olympia from Sunday 24 to Tuesday 26 January 2016, the show has shifted its dates slightly to circumvent issues for visitors attending both the London and Nuremberg Toy Fairs - but will return to the original Tuesday to Thursday format in 2017.

All attendees from any of the past three Toy Fairs will receive a Smart Link containing previous details to update and submit for a bar code email, which will be required to gain access to the 2016 show. A £15 fee will be asked of visitors who choose not to pre-register or confirm their Smart Link. Many retailers, from the independents to the majors have already committed to attending in 2016, including: A1 Toys, The Entertainer, Toys n Tuck, John Lewis, Argos, and Shop Direct to name but a few. There’s a good mix of new and returning exhibitors in 2016 too, with fresh faces Magformers, Keycraft, and Suncrest among others, and stalwart, returning exhibitors including LEGO, Simba Smoby, Character Options, Vivid, Flair and John Adams.

Majen Immink, Toy Fair Head of Sales & Operations said: “We are really looking forward to Toy Fair 2016 for what is set to be another busy show full of innovative and exciting new launches and plenty of opportunities for visitors to network.”

Visit www.toyfair.co.uk to register for free today.

BLE’S LICENSE THIS! SHORTLIST REVEALED This year’s entries for BLE’s annual License This! competition have been whittle down, and 40 have become four. Now in its sixth year, the challenge offers those with brand new creative concepts the opportunity to break into the global licensing industry. Finalists will pitch for a chance to win a prize worth £6,000 at the show in front of an audience on Thursday 15 October.

The finalists are: Natu Natu, presented by Fran Bravo - an eco-friendly, cross-media project featuring fantastic creatures; OiDroids, presented

by Jonathan Klemenz - pop-out and build collectable cardboard robot toys; Victoria Spunge, presented by Stuart Simpson

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- an animation series in development about the sweet, smart Victoria Spunge; and Wussywat, presented by Simon Quinn and Simon Rolph - a 2D animation series, currently airing on CBeebies, about a curious and clumsy cat.

Judging panel chair Kelvyn Gardner, Managing Director of LIMA UK and TnP columnist, said: “Our four finalists each have a very good story to tell.”

Preparation game This October, Nuremberg Toy Fair will kick-off a series of five free webinars to help exhibitors at the 2016 show make it their most successful to date.

Exhibiton consultant, Daniel Gundlach, construction experts and advisers from Meplan, and Junior Project Manager of Spielwarenmesse eG, Marlene Hösch, will present the talks, covering a wide range of topics.

Ernst Kick, CEO of Spielwarenmesse eG, said the expanded service would allow organisers to “respond in more detail to questions specifically about the Spielwarenmesse… At the same time we can see the concerns of our exhibitors in the run-up preparations for the fair, and can react individually to them.”

The weekly webinars, each taking place at 10 am in English, are: Strategic fair planning – Good planning is half the battle (21 Oct), Stand design – Convince with the right idea (28 Oct), Visitor marketing – Generate more qualified business contacts (4 November), Communication and behaviour at the stand – Conversations as a success factor (18 Nov), and Fair follow-up – After the fair, it’s ‘harvest time’ (25 Nov).

The free online seminars will take place from 21 October to 25 November 2015, with registration now open at www.spielwarenmesse.de/en/webinar.

Play Fair in the Big Apple A new consumer event will run concurrently with the North American International Toy Fair this year. Play Fair will bring new and beloved toy and pop culture brands together under one roof next February, at New York’s Davits Centre. The fun-filled event is open to families, collectors, and media, and is dubbed “a celebration of play and entertainment for all ages”. It is organised by the US Toy Industry Association and LeftField Media.

toysnplaythings.co.uk

MOVIE

NEWS

JT joins DreamWorks’ Trolls

The Force Awakens early Star Wars The Force Awakens will release in UK cinemas on 17 December - a day earlier than Disney previously announced. The date change means fans will be able to catch the seventh episode of the space saga in British cinemas a day earlier than across the pond.

The news came hot on the heels of Force Friday, a global Star Wars product unveiling, live streamed on YouTube in the run-up to midnight retail launches around the world. The date change was announced on 8 September, exactly 100 days before the film’s UK release.

DreamWorks Animation has added a leading man to its animated movie Trolls, a comedy musical based on the popular retro toys with gravity-defying, brightly coloured hair.

Pop sensation Justin Timberlake will voice Branch, a character that DreamWorks says “hides his surprising true colours,” and will sit opposite Pitch Perfect actress and singer, Anna Kendrick’s Princess Poppy.

Together, the two characters will head out on a hair-raising adventure that “will test their strength and reveal their true colours” DreamWorks promises that along the way there will of course be plenty of musical mashups. Director Mike Mitchell, co-director Walt Dorn, and producer Gina Shay are back for the film having worked together on Shrek Forever After. Trolls is slated for release in November 2016.

Poster boy

Barbie rocks with Little Mix Barbie has teamed up with pop group Little Mix to celebrate the launch of the new Barbie in Rock ’n Royals DVD. The Raise Your Voice campaign will encourage girls to express themselves and runs in partnership with Nickelodeon until 18 October.

Wendy Hill, Brand Activation Director, Mattel says: “Barbie has always fuelled imagination, inspired creativity and encouraged self-expression, and we are delighted to be working with Little Mix who are such an inspiration to girls.”

The official poster for Spectre, the next James Bond movie, was unveiled in September. Daniel Craig returns to UK cinemas in his fourth outing as the inimitable agent 007 on 26 October 2015.

Tyrannosaurs cheques When Jurassic World crashed into cinemas in June, it earned $1 billion worldwide in a recordbreaking 13 days. Now it has become only the fourth film ever to reach that same figure outside of the US. Not counting the ticket sales from the domestic US box office, Universal’s dino blockbuster joined Avatar, Titanic and Furious 7 in earning $1b in international markets in September. The three biggest international markets for Jurassic World were China, the UK where it made $99.7m, and Japan.

toysnplaythings.co.uk

MEDIA

NEWS

Freddy’s a blog star The influence of the parent blogging community has been instrumental in driving the sales of Vivid’s My Friend Freddy Bear since launch. The company launched the interactive toy at prominent UK blogging summit Britmums Live in June, and online word of mouth and coverage has been key in promoting Freddy’s unique play experiences.

One blogger says: “I can imagine Freddy Bear being on a lot of Christmas lists this year – and rightly so”, while others praised its connectivity, educational qualities and ability to adapt to children of all ages.

“When launching a product with multiple functionality and play patterns such as My Friend Freddy, we recognised the need to put him in the hands of parents and children who could get to grips in their own homes with what he can offer and provide valuable feedback from launch,” says Vivid’s Marketing Manager, Kerry Paternoster. “Working with bloggers is an integral part of any PR launch strategy for us as the effect word of mouth among their followers is proven to make a quantifiable impact on sales, especially in the preschool arena.”

Other bloggers say Freddy was “one of the best toys I’ve seen in ages” and “the must-have toy this Christmas”. Placing in both Hamleys’ and Argos’ top toys for Christmas lists, My Friend Freddy Bear is undoubtedly one to watch this year.

Pou joins the Learning Lodge Pou, the alien pet app with 350,000,000 downloads to date, is now available to download on VTech’s family of tablets.

InnoTab Max is the newest addition to VTech’s InnoTab family of tablets, and its first high-tech tablet to feature an Android operating system, giving the performance of an adult device but specifically designed for kids. With this in mind, the company partnered with Paul Salame to make the popular Pou app available across Europe from the VTech Learning Lodge download sites in September.

To date, Pou is one of the top apps in games charts, family charts, kids charts and general download charts in dozens of countries.

16

It’s all ‘appening at Orchard Toys It might be known for its games and jigsaws, but Orchard Toys is now stepping into the world of apps.

The company has launched a 3-in-1 app that showcases many of the characters Orchard Toys fans will know and love, and was designed in-house.

Orchard Toys MD, Simon Newbery says: “The toy industry is ever-changing, and we recognise that we have to adapt to fit the needs of consumers. More and more, Orchard Toys’ customers are turning to technology as well as our traditional products.

Far from replacing our classic games and jigsaws, we believe the new Orchard Toys app complements our fun learning range.”

The app features a choice of eight jigsaws, a matching and memory pairs game, and a colour, shape and pattern matching game, each with increasing levels of difficulty. Product testing has been undertaken in schools and nurseries, and feedback has been incredibly positive.

The Orchard Toys app is currently being sold on the Apple store, with developments in place to make it available on the Android platform in the near future.

Channel 4 is Going on a Bear Hunt Walker Books’ family classic We’re Going on a Bear Hunt is to be brought to life in a new animation by the The Snowman team. Channel 4 commissioned the animated special, and Jay Hunt, Channel 4 Chief Creative Officer, said: “Going on a Bear Hunt is a magical book that will be brought alive for a whole new audience by Lupus Films. I can’t wait.”

The book’s writer, Michael Rosen, said he was “absolutely delighted” with the animation commission.

The 30-minute special will air on Channel 4 in 2016.

SUPERAWESOME TAKEOVER FOR MONCHHICHI Bandai and SuperAwesome teamed up to bring Monchhichi fun to the Tiny Pop website throughout September with a homepage takeover.

Visitors to the official Tiny Pop website last month were introduced to the beautiful collection of Monchhichi dolls, and invited to play Monchhichi games, download colouring sheets and more for the chance to win some excellent prizes.

toysnplaythings.co.uk

MEDIA

CHARTS

3000

Farewell to Pop Girl

2500 2000 1500 1000 500 0

W

elcome to the August media report. We are reporting on Boys and Girls 4-9 years and Housewives with Children.

As the first chart shows, The Cartoon Network remains leader for this target market followed by Pop. We also see that Disney XD is showing an increase along with Boomerang, Nick Junior and Kix’s. Total increase for the Boys 4-9s is 14.9%.

Looking towards the Girls 4-9 group we see growth from Tiny Pop, The Cartoon Network and Disney Junior. The biggest drop from any one station is Pop and the overall viewing levels for girls aged 4-9s is 6.7%.

It is interesting to note that Disney XD and Disney Junior are showing growth while Disney is showing a reduction in viewing.

Housewives with Children, the biggest increase is coming from Tiny Pop. Channel 5 and Nick Junior are doing well, with most of the other stations showing a reduction in viewing levels, the total viewing market for Housewives with Children is breaking even on August 2014.

Reported Toy TV expenditure is showing a massive increase of 51.9% compared to August 2014, these increases at this time of the year are simply amazing.

Looking at the increases for the top ten spenders this group is showing an increase of 62.5%. This would imply the rest of the group is down, thus reducing the average down to 51.9%. Looking at the top ten we see the usual suspects, so no real surprises here.

The total TV revenue is up by 6.5%, however with Sky Media it is showing the biggest increase with 15.4%.

With effect from 30 September Pop Girl will close, this station has been suffering for some time and there were rumours flying in the earlier part of the year that this may happen, but nothing did until now. Pop Girl did well for some of the sub groups.

In the next issue we will look at the older end of the Kids market for both Boys, Girls and Housewives with Children.

Housewives & Kids TVR’s August 14 vs August 15

Aug-14

Aug-15

9000 8000 7000 0 6000 0 5000 0 4000 0 3000 0 2000 0 1000 0

Boys 4-9 TVR’s August 14 vs August 15

Aug-14

Aug-15

9000 8000 7000 6000 5000 4000 3000 2000 1000 0

Girls 4-9 TVR’s August 14 vs August 15

Aug-14

Aug-15

Aug 2014 Toy Company TV Expenditure

Aug 2015 Toy Company TV Expenditure

Company Name

TV Expenditure

Company Name

TV Expenditure

Hasbro (UK) Ltd Flair Leisure Prod Ltd John Adams Leisure Ltd Vivid Imaginations Ltd Character Options Ltd Spin Master Toys Ltd LeapFrog Toys (Uk) Ltd IMC Toys UK Ltd Golden Bear Prod Ltd LEGO UK Ltd

£1,262,654 £812,165 £632,137 £552,638 £547,072 £211,549 £203,930 £172,950 £172,223 £130,114

Hasbro (UK) Ltd John Adams Leisure Ltd Character Options Ltd Flair Leisure Prod Ltd Vivid Imaginations Ltd VTech Electronics Ltd LEGO UK Ltd Thinkway Toys Golden Bear Prod Ltd Spin Master Toys Ltd

£1,629,472 £1,150,420 £818,833 £869,455 £816,571 £538,269 £526,937 £485,049 £424,372 £375,852

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

All graphs and information supplied by Global Media Services

SEPTEMBER SE S EP PT TEMBE EMB EM BE ER 2013 2013 20 13

17

COVER FEATURE CHICCO

The road to success Chicco is celebrating another year of phenomenal success, with outstanding growth and a game-changing Sky TV advertising campaign. Read on to find out why 2016 is set to be even bigger and better…

C

hicco, the leading global nursery and toy brand and part of the Italian powerhouse Artsana Group, is continuing its roaring success, with exceptional growth in 2015. With yearon-year sales already up an impressive 50% across all categories from January to July, 2015 has proven to be another important milestone in securing Chicco’s position as the UK’s most loved baby brand. In the UK infant and Mitch Levene pre-school toy market, Chicco is also delivering an outstanding performance, bucking the trend in a generally flat market, with a 19% increase in year to date sales. These stunning results illustrate how Chicco is becoming a significant player in the toy market and demonstrate once again why Chicco has become the UK and Ireland’s premier baby-specialist brand, providing a complete package of solutions for mum and baby right from birth.

“

Over the past few years, Chicco has grown sales and brand equity to a point whereby we were ready to accelerate our plans

”

Fiat 500 Fiat 500

18

The sky is the limit Key to Chicco’s continuing success in 2015 has been its groundbreaking Sky TV advertising campaign.

In July of this year, Chicco became the only baby-care specialist to advertise on TV, with the launch of its new £3.2million advertising partnership with Sky, promoting the brand’s award-winning Next2Me, the original side sleeping crib, into millions of homes across the country.

The campaign has already proved to be a huge success, not only increasing awareness of Next2Me but also creating a ‘halo-effect’ across every product category and the wider Chicco brand. The First Dreams line is just one range to benefit from this significant marketing investment, with enviable growth so far this year, as part of the sleeptime experts campaign. Plus, there’s more good news on the horizon for the First Dreams collection, with more exciting innovations launching in 2016.

“These fantastic results are the latest chapter in Chicco’s phenomenal growth story and are testament to the hard work of our team and our retail partners, underpinned with ongoing investment in the brand, our products and our people,” explains Mitch Levene, Managing Director (Artsana UK & Ireland). “Over the past few years, Chicco has grown sales and brand equity to a point whereby we were ready to accelerate our plans even further with investment in this hugely successful Sky TV advertising campaign. We are all

First Dreams Rainbow Cube incredibly proud of what has certainly been a Super-Summer for our company and retailers, and there’s plenty more to come next year.”

Getting in shape for 2016 Next year is already shaping up to be an exciting one for Chicco’s toy retailers, with a strategy that focuses on the fun of baby development. As with all Chicco innovations, the toy collections have been specially designed and carefully tested in collaboration with Osservatorio Chicco (Chicco’s official Baby Research Centre), where paediatricians and

Yellow Thunder Balance Bike

toysnplaythings.co.uk

See you at London Toy Fair 2016 Artsana UK & Ireland will be returning to the Toy Fair at Kensington Olympia in January to showcase its 2016 toy collection, including the Fit n Fun range, much-loved Disney Princess Collection and some brand new lines. Discover more and meet the team on stand 120 (upstairs Gallery).

Looking to the future Disney Princess Snow White and Seven Dwarves Musical Cottage parents work together to study stimuli and provide insight to ensure products support babies growth and learning development.

A particular focus will continue to be Chicco’s Fit n Fun range of outdoor toys, which have been uniquely designed to help toddlers develop their motor skills, accuracy, balance and coordination, whilst also providing engaging activities for playtime. The latest addition to the range is the Mini Golf; a bright and vibrant set designed to develop accuracy and coordination that’s proved a big hit with golfing-mad Dads! Mini Golf joins the existing Monkey Strike, Fishing Island, Balanskate and Goal League toys, all of which help babies to develop specific skills during outdoor play.

of toys introduced Disney Princess to a new infant segment, with babies able to use the toys to help develop their early tactile and coordination skills. After proving to be a big hit this year, Chicco will be adding to the range in 2016 with some new and well-known faces – watch this space for details!

Mitch says: “It’s great to be continuing our partnership with these two trusted and much loved brands into 2016. Both the Fiat 500 R/C and the Disney Princess range have proved incredibly popular since their launch and we are delighted to be bringing licensed products of this stature to market. We’re sure both of them will be at the top of many Christmas lists again this year!”

“

Both the Fiat 500 R/C and the Disney Princess range have proved incredibly popular since their launch

Fiat and Disney driving sales The pre-school market is a real area of strength for Chicco, thanks in part to the huge popularity of its licensed products introduced last year. The partnership with Fiat 500 has been incredibly successful and looks set to deliver some more great results this Christmas. Suitable for toddlers aged 2 years plus, the Fiat 500 R/C car is the newest member of the Chicco Turbo Team and is controlled using a steering wheel shaped remote, complete with horn. The Fiat 500’s friendly face is sure to continue winning over little ones and their parents, securing its place as a hero product in the already successful family of R/C products by Chicco.

The company is also thrilled to be expanding its licensed range of Disney princess toys for 2016. Earlier this year saw the launch of four Disney Princess products - a Snow White mirror, a Cinderella highchair toy, a Cinderella spinner and an electronic Snow White cottage - all of which have been lovingly created, with great attention to detail to ensure the characters remain true to their original look. This gorgeous range

OCTOBER 2015

Sharing the happiness

”

For Artsana UK & Ireland, the future is looking extremely positive, with exciting new lines and the expansion of existing ranges placing Chicco right at the forefront of nursery and toy innovation.

By leveraging the success of its Next2Me sleeptime campaign and focusing on key unique lines focused on the Fun of Development, Chicco is set to become an even more influential force in the toy market, with ambitious growth plans for the pre-school sector in particular. If Chicco’s journey to date is an indicator of what lies ahead, 2016 could be yet another landmark year for the brand and its retail partners, as Mitch Levene concludes: “To have achieved 50% year on year growth to date is an incredible feat and that is down to the continued passion and determination of the UK & Irish team, in conjunction with our colleagues in Italy. We are very excited about the next 12 months – the Next2Me Sky TV advertising will be returning to screens early in the new year for another high impact run and a whole host of new toy lines are being introduced for Spring/Summer with the focus on the Fun of Development. By continuing to work closely with our retail partners, we’re set to make 2016 another successful year for all involved and are gearing up for even more recordbreaking growth.”

Chicco is committed to the happiness of babies but also to those who are less fortunate in life. Chicco has continued to give back this year with its dedicated CSR project, raising money for the Mission Bambini Onlus Foundation; a worldwide charity aimed at treating Animal Cottage childhood heart disease in the poorest countries. As part of the ongoing “Happiness goes from Heart to Heart” project, Artsana UK & Ireland has joined forces with its global partners to raise money for the worthy cause and will continue to do so next year.

Artsana has donated money from every sale of one of its best selling toys, the Chicco Animal Cottage, a fun and lively shape sorting nursery toy that provides happiness for babies and aids their development.

The money raised from sales of the toy helps to fund For information on Chicco products, visit www.chicco.com or connect with life-saving surgical Chicco on Facebook at www.facebook.co.uk/chiccocompanyuk. operations for babies and children.

FACT BOX

19

WHAT’S Brand spanking new launches from top toy companies to help you sell more!

Dino-mite plush POSH PAWS 01268 567317 www.poshpawsinternational.co.uk

Use your head SPIN MASTER 01628 535000 www.spinmaster.com

Disney Pixar’s The Good Dinosaur will soon be upon us, releasing in cinemas 27 November, and Posh Paws has a whole range of licensed plush for the film’s fans.

Available to order now and arriving in retail this October, the plush is expected to be one of the movie’s hero products with soft toys appealing to the film’s target audience.

The range includes all the key characters from the film and is available in a variety of sizes, from an assortment of smaller toys up to a 20” Spot and Arlo plush. The detail on the toys is really fantastic, and there are even some interesting and exciting characters yet to be revealed that the plush range really brings to life.

Disney Hedbanz is the game that’s all about using your head. Players can discover the quick question game of ‘What am I?’ featuring all their favourite Disney characters from films like Frozen, Big Hero 6 and Planes.

Players ask questions to figure out if the cartoon on their head is a person or an object from one of their favourite Disney movies. The first player to guess what they are wins. Disney Hedbanz includes six Mickey Ears Headbands, 24 Mickey Chips, one Timer and 72 Cards. The game can be played by two to six players aged seven and over.

Pitch perfect ectt CREATIVE TOYS COMPANY 0208 664 3484 www.soccerstarz.com Now in its third year, Creative Toys Company Crea recently launched has rece its SoccerStarz SoccerS 2015/2016 edition football figures. These two-inch collectable, licensed minithe top Premier League and European League clubs and are figures cover c available in both foil bag and single-figure blister pack. SoccerStarz team availab packs are also available.

Each SoccerStarz figure is highly detailed and even includes details of the Ea team sponsor on its kit. There are hundreds of new figures for football fans tea to collect. These include the latest transfer signings and top players like Man City’s Raheem Sterling, Chelsea’s Diego Costa, Tottenham Hotspur’s Harry Kane, Liverpool FC’s Philippe Coutinho, Barcelona’s Lionel Messi and Neymar Jr and many more. New for the SoccerStarz range this season, selected singlefigure blister packs include a mini SoccerStarz Top Trumps card for added collectability and play value.

22 22

toysnplaythings.co.uk

NEW Family favourite JOHN ADAMS 01480 414361 www.johnadams.co.uk Classic Rummikub is the fast-paced action game where the outcome is undecided until the last minute.

This classic family game has been played for more than 50 years, where the aim of the game is to be the ďŹ rst player to go Rummikub.

In order to win players must place all of their tiles from their rack onto the table into sets.

Sets can be made up of either three or four tiles of the same number, but each in a different colour (e.g. red 4, blue 4, orange 4) or they can be made up of three or more

consecutive numbers which are of the same colour (e.g. red 2, red 3, red 4, red 5).

The game comes complete with 106 engraved plastic tiles, four sturdy two-tier racks, eight rack holders and instructions.

There are also variations on the Classic Rummikub theme, with Junior, Prime, Xpress and Word versions launching this year.

OUT NOW!

SELECTED SINGLE FIGURE BLISTER PACKS INCLUDE AN EXCLUSIVE SOCCERSTARZ MINI TOP TRUMPS CARD!

OCTOBER 2015

WWW.SOCCERSTARZ.COM For more information call: 0208 664 3484 or e-mail andrew@creativetoyscompany.com

21

RETAIL

OPINION

Toy talk Retailers are important to us here at TnP. We love chatting to them each month to get industry insights into what is selling well and we ask some key questions...

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

SUSANNE YOUINGS-CLARKE,

LIZ ROYAL

Little You, Barnstaple, Devon

Activity Chest, Chalfont St. Peter, Buckinghamshire

Susanne’s parents have owned Youings Toy Box across the road for more than 50 years, so toy retail is in her blood.

She celebrates two years of her own shop this November.

Liz brings her 11 years of retail experience to the toy industry at Activity Chest, specialising in toys that stimulate learning and education

What toy/range can you currently not keep on the shelves?

We mainly specialise in wooden toys, and it’s the traditional skill based toys which are most popular. Bigjigs’ First Hammer Bench and various other shape sorters are big sellers.

What makes you unique as a toy retailer and how does your product offering reflect this?

We try to be battery-free, and stock a lot of toys that promote children using their imagination. It’s really back to basic play that kids can use however they want.

How was trading over the summer holidays - is this an important time of the year for you?

We’re in quite a big tourist area of Devon so it’s always great. There didn’t seem to be as many tourists this year, but the weather wasn’t perfect either so lots of local came into town to shop. We sell a lot of product between £10 and £20 at that that time of year. Orange Tree’s Animal Puzzle Train was particularly popular.

Do you offer any service beyond selling toys? For example, gift wrapping, craft days, involvement in community events? Is this important, and how has it impacted your business?

We run face-painting sessions, which we’ll have more of over the October half term. We also do gift wrapping, and kids can trial a toy before they buy it.

Is an educational element something customers are looking for form the toys they buy?

I really think they do, and this often ties into the classic brands and products parents and grandparents remember from their youth. Brands like Galt Toys and Duplo stick out for me.

22

What toy/range can you currently not keep on the shelves?

There’s nothing I could point at just now, but we do have some new lines coming in that we ordered from Autumn Fair which I have high hopes for.

What makes you unique as a toy retailer and how does your product offering reflect this?

We’re very unique as we’re half toy shop, half art gallery! We’re bringing in some modern, original gifts that straddle the line between those and they really do complement one another. There’s something for kids and adults. Locally we’re well known for educational and creative toys and pressies.

How was trading over the summer holidays - is this an important time of the year for you?

It remained steady. I put it down to the weather!

Do you offer any service beyond selling toys? For example, gift wrapping, craft days, involvement in community events? Is this important, and how has it impacted your business?

We’re very hands on and will provide a lot of information on products, get them out of packaging and let kids have a play. We do gift wrap, and I think our personal recommendations are what customers come to local shops for.

Is an educational element something customers are looking for from the toys they buy?

Yes, they really want something kids can get really stuck into. It is all dependent on age though, so we will always ask lots of questions and find exactly the right toy for each child.

toysnplaythings.co.uk

Tweet Talk SALLY BURLAND The Ambleside Toy Shop, Ambleside, Cumbria

Share your thoughts with us and keep up to date with all things TnP on Twitter @toysnplaythings

Opened in 2008, Ambleside has become a destination for locals and tourists to the beautiful Lake District town on the hunt for educational and traditional play What toy/range can you currently not keep on the shelves?

Board games in general have been flying off the shelves, particularly a game called Quoridor. Traditional stocking fillers like spinning tops, kaleidoscopes and wind-up toys for Christmas presents are already taking off, too.

What makes you unique as a toy retailer and how does your product offering reflect this?

We stock as wide a selection of toys as possible, catering from the earliest years all the way up to adults. We try all the toys ourselves to ensure we’re knowledgeable and can really recommend each and every one. We’re known in the area as being a quality toy shop and customers know they will get help on what to buy, which is really important to a lot of shoppers.

How was trading over the summer holidays - is this an important time of the year for you?

School holidays are always the busiest periods of the year for us, as we attract a lot of tourists. This summer was good, and we expect it to pick up even further in the October half-term, because of its proximity to Christmas. Tourists and locals tend to buy the same type of toys - collectibles are popular in the summer.

Do you offer any service beyond selling toys? For example, gift wrapping, craft days, involvement in community events? Is this important, and how has it impacted your business?

We do gift wrapping if people ask, but because there’s only two of us we don’t offer it as a full service - though we’d like to. I’m always happy for kids to play with anything in-store though, so we’re always cracking boxes open!

Is an educational element something customers are looking for from the toys they buy?

Often that’s the most important aspect of the toy: as long as it’s educational, we find parents will buy it. A fairly new addition for us in that regard is a brand called ZooBooKoo, which have plenty of educational toys.

LISA CLAY, Armadillo Toys, Leeds Lisa started Armadillo Toys 12 years ago with the mission of offering traditional lines to locals.

A second store has since opened up in Leeds What toy/range can you currently not keep on the shelves?

A range of products are selling really well, but our best-selling suppliers have to be Galt, Bigjigs Toys, Melissa and Doug, Orchard and Le Toy Van. What makes you unique as a toy retailer and how does your product offering reflect this?

We hope shoppers come to us for something a bit different. We don’t want to sell product that you can get anywhere, so we always look for toys with that extra something special. We hope you’ll always find something unique here.

How was trading over the summer holidays - is this an important time of the year for you? (What sold well, if so) It’s been good this year, and better than in the past. The weather hasn’t been the most memorable for a summer, but that means people have been shopping instead of out enjoying it!

Do you offer any service beyond selling toys?

We gift wrap everything for free, but ask for a donation for charity. We support Martin House Children’s Hospice, which is local to us.

23

RETAIL INTERVIEW THE TOY STORE

New kid on the block After a much-anticipated build-up, The Toy Store finally celebrated its official launch into the UK toy market with the opening of its 27,000sq ft store on Oxford Street. TnP spoke with UK General Manager Gareth Davies Marriott to find out who The Toy Store sees as competition, what sort of expansion plans they have in the UK and how they plan on being different to the rest Gareth, when did the idea for a London store first begin to germinate with The Toy Store?

Having a store in London, specifically on Oxford Street, has long been an ambition for Peter Bracken, the CEO of RM Group of which The Toy Store is a part. Having grown up in the UK, one of Peter’s influences and inspirations was Hamleys - when he started The Toy Store chain back in 2004, the idea of having a store in Oxford Street was always in mind.

Tell us about the management team for the London store?

We have a very strong management team, drawn from a variety of retail backgrounds, but with significant West End retail experience in common. Between them, our management team has more than 50 years retail experience. If you include supervisors, our buying team and finance, then it’s more than 175 years experience!

We asked….

What can customers expect to find in your stores?

We’ll be working with a lot of favourite brands and licences LEGO, Barbie, the favourites from Disney, Transformers, Bratz, Star Wars, Marvel, for example. We’ll also have some exclusive ranges, including Bonnie and Pearl and Shepperton Studios.

24

In terms of staffing the store, how many do you employ and what sort of customer service training do you give them?

Gareth Davies Marriott

“

Overall, we employ 105 staff at the store. Our staff go through a very robust training programme.

Each of our Toy Gurus has had 30-40 hours of product training from our brands - we’ve had up to three suppliers per day coming in to provide training. They’ve also visited the head offices of Mattel and Hasbro for training there. And for each hour of product training they’ve received, the same amount of training goes into how The Toy Store approaches customer service.

Our real point of difference though is around our ‘play before you pay’ policy. We want to So why open in the UK now make sure and why choose London? that every toy or game London has long been an ambition for us, and as soon as we turned that leaves our focus to expansion outside the our store has Middle East, London was obviously lasting play on our radar. However, much of the decision about where we open value

”

toysnplaythings.co.uk

Hasbro’s Pie Face is a hit at Argos’ recent event

There is a full size Thomas the Tank Engine simulator visitors to the store can drive

“ stores and when depends on the right locations becoming available.

To achieve the right experience for our customers we need space - all our stores cover a minimum of 25,000 sq ft. We also look for premium locations s in established prestigious shopping ing areas. As you can imagine, premium mium locations meeting our space e requirements don’t become available ilable very often.

Who do you see ee as your n the UK? competitors in Obviously there are re a lot of stores selling toys, oys, from Hamleys and the large arge department storess to small independents ts and supermarkets. Given ven our size and location we’re of course going to o be compared to Hamleys, leys, but we would tend d to see them more as collaborators than competitors.

We have a massive e amount of respectt

OCTOBER 2015

for Hamleys and its history, and think our proximity will have benefits for both of us. For example, we know many families make trips to London to sightsee and visit Harrods, Selfridges and Hamleys. We hope the addition of another great toy store will help generate more such destination shopping.

Tell us about your company ethos?

We believe that carefully selected toys and games are the best building blocks to inspire play,

Given our size and location we’re of course going to be compared to Hamleys, but we would tend to see them more as collaborators than competitors

”

creativity, learning and fun. The Toy Store team, from the brands and licences we work with, to the store designers and in-store teams, all understand and work hard to achieve our vision which is that every visit to The Toy Store will be an exciting and inspirational experience, creating lasting memories that kids and their families will want to revisit again and again.

How do you approach licensed product in-store?

Is it divided into sectors or brands?

Product tends to be organised around particular brands rather than sector. We know that if kids are interested in a particular character they will be interested in everything with them on it.

They’ll like the toy itself, but they’ll also be interested in the lunchbox, pencil case, pyjamas and duvet. So we keep those products together.

How does the The Toy Store use in-store theatre?

We have live characters out for people to see and have their photographs taken with for free, all day every day. We also have interactive displays and 3D sculpts of characters to help fireup the imagination.

DAVID’S TOP PICKS FOR CHRISTMAS Sphero’s Star Wars BB-8 droid Fisher-Price’s BeatBo robot

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RETAIL INTERVIEW THE TOY STORE

Why we are different...

Toothless the Dragon from DreamWorks Animation’s How to Train your Dragon flies above The Toy Store’s escalators

We asked The Toy Store’s UK General Manager what makes them different to every other toy shop “The Toy Store is focused on making sure each time a customer visits, they have a magical experience.

This involves making sure we have a lot of exciting things happening in the store such as their favourite characters coming to life, demonstrations, workshops and in-store theatre. This is to make sure kids and their parents are having fun. Our Toy Gurus help stimulate that, they’re not only experts on the products but they’re experts in playing with them and are more than happy to get involved in the fun. We also really focus on store design, which we make sure is done with a child’s eye view. We make sure that store design is engaging, with lots of displays of well-loved characters and ensure that all our toys and games are accessible to our smaller customers. Our real point of difference though is around our ‘play before you pay’ policy. We want to make sure that every toy or game that leaves our store has lasting play value.

We understand that kids need to engage and interact with toys, to see if they spark their imagination, and so we encourage customers to play with them before purchase.

This enables the kids to build a connection with the toys, meaning their emotional relationship with that toy is likely to be lasting. We know it’s important for parents to buy their children toys that they want, but also those that represent real value.”

What is your in-store experience like for customers?

Customers will find that each visit to The Toy Store is a friendly, fun-filled experience.

They’ll be greeted at the door, often by one of their favourite characters, and once inside will be able to get involved in our in-store activities, such as workshops and demonstrations. And they can also play with the toys. Our team of Toy Gurus will also be on hand to help too, they’re

“

Overall, we employ 105 staff at the store.

Our staff go through a very robust training programme.

They’ve also visited the head offices of Mattel and Hasbro for training

”

there to provide product knowledge when helpful, but as often as not they’ll be playing with the toys too!

How do you react if a product is not selling?

Initially, we look at the placement of the product in-store, and make sure that the staff has had enough, or the right sort, of training on the product.

If addressing those two questions doesn’t resolve the problem, we then look at how we might bring in different, more effective ways to promote it.

How competitive do you plan on being?

Products are priced as close to RRP as possible.

The Toy Store has made its mark in the UAE, but what about your expansion plans for the UK and Ireland?

We understand you are planning six new stores over the course of three years. We are planning further expansion over the next few years and are keen to have more stores in the UK and Ireland. However, much depends on whether or not suitable locations are available. The Toy Store has a particular blueprint for stores - we need more than 25,000 sq ft in a premium shopping location. We have plans already in motion, but nothing that we can talk about as yet.

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HIGH STREET

HIGHS

Game changer Any toy retailer worth their salt needs to keep their eye on the licensing pulse – The Entertainer’s Buying Director Stuart Grant explains how they keep on top of the constantly changing industry

T

“

A good toy licence is all about content.

Take Toy Story for example that just made sense from a toy licensing perspective

”

here is no denying that toys and licensing are inextricably linked – in this industry, they are two halves of the same whole and The Entertainer knows this.

Since the company’s inception, Gary Grant and his team have kept a close eye on what is hot and what is not. They know which movies, TV programmes, digital games, musicians, sports teams and, just about anything else you can think of, are tickling the fancy of young consumers.

The Entertainer knows that toy retailers need to keep a close eye on what is making the end consumer, a child, want to spend their pocket money.

Front and centre of The Entertainer’s buying team is Buying Director Stuart Grant who keeps a firm eye on the licensing industry’s pulse. Previously in this column, The Entertainer’s MD Gary Grant has spoken about the licensing phenomenon that is and was Star Wars – in fact, a character visit from Darth Vader was one of the first in-store appearances they ever organised.

“Star Wars was the first licensed movie we focused on as part of our in-store marketing,” explains Stuart. “We then had homegrown brands which started as great toys like Hasbro’s Transformers and My Little Pony and at the time, it was groundbreaking to have a toy line which could become a TV series or a movie. It was all really unique and the industry saw how licensing could drive rates of sale. Now, it is far easier to create toys around a movie which is getting huge exposure.”

It is all about content For toy retailers everywhere, the million dollar q question they ask themselves is “what makes a good toy licence? licenc What should we look out for?”. The Entertainer ask themselves them that question too, but Stuart and the buying team t know what they are looking for. “Content,” says Stuart.

Stua “A good toy licence is all about content. Take Toy Story Sto for example - that just made sense from a toy licensi licensing perspective.

Great synergy helps too where what you see on TV is what you have in your hands like the T Transformers character does.” characters – the toy does what the c

Predicting sales

hedge your bets. But has The Entertainer ever got it wrong when it comes to a licence? Yes, admits Stuart.

“I think the whole world can put their hands up and say they got it wrong with Frozen. It broke the mould. Take the Narnia films, they were a huge box office success but the toys just didn’t sell, over the years there are hundreds of examples of what should have worked but didn’t. Whether Frozen is unique or not, I can’t answer that, but we should have taken it more seriously.”

Should you go to BLE? As a high street retailer with their finger firmly on the licensing pulse, The Entertainer sends a team to both Licensing Expo in Vegas and Brand Licensing Europe in London.

These shows are crucial, says Stuart. The Entertainer use June’s Vegas show as an opportunity to see new content, eye up potential products, and they discuss what will and won’t work for The Entertainer. By the time October and BLE comes around, they are ready to put their plans into action. “BLE is a very practical show for us,” says Stuart. “It is where we approve things and typically, a vast majority of the year’s deals will be signed there.”

So, in Stuart’s opinion should UK and Irish toy retailers make the trip to Brand Licensing Europe? Yes, he says, if only for forward planning.

“For me, having an understanding of a brand prior to seeing the toys is incredibly important. The product is only one side of the story, knowing and understanding the entire brand is vital.” Keeping on top of trends within the industry is vital and The Entertainer use various methods when it comes to deciding on which licenses to support and which not to. “We go on gut feeling but based on several avenues of information – our trip to Vegas, the supplier’s history of promotion, price-point, whether the product is any good, and we make a decision based on those facts, eight out of ten times it works.”

The Entertainer’s most successful licence Given the retailer’s breadth of experience it is interesting to note that Stuart says overall Star Wars is The Entertainer’s most successful licence.

“Purely based on us selling it for the past 30 years,” he adds.

“Frozen was left-field for us and so was the hysteria. We’ve never seen something rise as fast and even recently, it was still out-selling Star Wars.” However, there is comfort for all non-licensed toys with Stuart saying that Hasbro’s Nerf blaster outperformed Frozen in sales recently!

There is always an element of rrisk involved in a trend-based business.

We can’t all predict what will sell well all of the time, so sometimes you

STUART SAYS… “In the end, kids will always make their minds up on what will be a successful licence – and as a retailer, you will always get a curve ball.”

THE INDEPENDENT

OPINION

My own top toys Our Independent columnist has shunned the others and come up with his own top picks for Christmas sellers. Do you agree with him?

I

think it was this time last year that I plucked up the courage to say what I thought the top toys were going to be at Christmas. I have seen a lot of the majors releasing their lists as far back as June, which is a bit of overkill, but at the end of the day if it helps sales why not?

I did laugh when I saw some of the top toy selections which were clearly not accurate at all.

This year is, as normal, very difficult to predict. So many things are going on in the trade and after being burnt by certain crazes dropping off the face of the earth overnight, who can really tell what way things will change in the couple of months to Christmas.

In saying that, I would put the following products forward as part of my own top toys listing for this Christmas, and hope

Best sellers VOLUME: 1) Monster Minifigures - LEGO 2) Shopkins 2 Pack - Flair 3) My Little Pony Blind Bags - Hasbro VALUE: 1) Wall-E - LEGO 2) Shopkins 12 Pack - Flair 3) Pie Face - Hasbro

that I get it as close to correct as possible considering I have placed orders according to this list: ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■

Thunderbirds Tracy Island - Vivid Shopkins Ice Cream Truck - Flair Kinetic Sand Box Set - Spin Master Little Live Pets Clever Keet – Character Options LEGO Minecraft Nether Fortress - LEGO Pie Face Game - Hasbro Frozen Sing Along Elsa – Jakks Pacific Star Wars Millenium Falcon - Hasbro Big Hero 6 Deluxe Flying Baymax - Bandai Ido 3D Deluxe Design Studio - Flair Paw Patrol Paw Patroller – Spin Master Care Bears Sing Along Plush - Vivid

To be honest I don’t feel I am the sort of man that blows his own trumpet, but looking at this list I feel it looks pretty strong, and this works well as there is an even split of product across all age ranges, with enough technology and traditional play value to suit every type of customer, big pat on the back for me! It does show just how many toys are sought-after because of their licence, but the silver lining is that items like Pie Face can mean that a good idea that allows for fun and laughs actually has the potential to be among the big hitters for any particular season. I have ranted enough about my

feelings towards tech-oriented toys, and it is great to see innovation coming through, such as the 3D products that are available, but toys remain toys for now.

The top toys for the year are a nightmare for any independent retailer due to issues on pricing, margin, stock availability, cash flow and a myriad of other things, but at the end of the day, this is what keeps us going and we get to grapple with some massive retailers to grab and sell what stock we can, while they fight over the big numbers. I was once asked many years ago if I would ever grow my business to try to compete with some of the majors, to which without hesitation, I answered a huge no!

I can’t imagine the pressure the majors must be under to get their order quantities right. If I make a mistake on something I can clear it out without really noticing, but if these guys do the same thing, it doesn’t bear thinking about. I am more than happy to be a small retailer, doing what I do to the best of my ability, and making a living for myself and the rest of my employees. If anything, it makes me happy to know that whatever pressure I feel at certain times of the year, the majors will be feeling this ten times more. It does help me to sleep a bit better.

THE SECRET SUPPLIER

Here we go again!

Yes, The Independent is right - top toy lists might not be accurate but they sure do drive excitement

T

his really is the start of the most exciting and nerve-racking time in the toy industry, for both retailers and suppliers.

And it is absolutely right that our columnist has picked his own top toys for Christmas. He has as much right to do so as any major retailer.

In effect he is lighting the blue touch paper leading up to what we all hope will be a mighty Christmas explosion of overwhelming demand for all toys.

And you can’t really fault his impeccable choice of top toys for Christmas and that choice may well be reinforced by the allimportant selection of all other retailers brought together in the media frenzy known as Dream Toys.

Dream Toys provides a great opportunity for the whole of the Industry to use national media to remind the toy-buying public that there is a great selection of wonderful toys available to be purchased before Christmas.

What The Independent has shown in his toy selection is his passion and enthusiasm for retailing toys, as well as his detailed assessment of individual products and their likely appeal to a broad cross section of consumers. Any retailer who does not share a similar

28

level of energetic enthusiasm will no doubt struggle to be successful, be they the owner of an independent outlet or a buyer for a mighty supermarket chain. The challenge for both big and small retailers is the same, regardless of size.

What we suppliers, and retailers, deliver each year is an amazing selection of quality toys made with care which deliver great play value, even if they don’t feature in the list of top toys for Christmas.

It is these toys that drive sales and profitability for the industry as a whole whereas the top toys are merely the promotional add-ons which help build consumer interest.

In that context we all know that top toys suffer from low margin delivery and occasional consumer frustration due to their lack of availability, but as The Independent recognises, their role is to motivate and excite consumers and build footfall and therefore, they are a welcome advertisement for the whole industry.

By Christmas both suppliers and retailers will hope and pray that we called the right numbers on our buying selections, and that by 25 December we have all emptied our stock rooms and warehouses and at the same time made a reasonable profit so that we can all go to Toy Fair and start the process yet again!

toysnplaythings.co.uk

RETAIL

OPINION

Be compelling H

ow good are you at adapting your game?

Suppose, just suppose, that you want to open another shop. It doesn’t have to be very far away, but just for the sake of argument, imagine that it’s in a different town or city from the one you currently trade in.

What are you going to do?

Is it a case of finding suitable premises and then rolling out that which you know works in terms of store fit-out and product display?

For the most part, the answer is probably a pretty short yes, but consider this...

In a different world and in a different place Tesco decided that it could conquer the US. It opened a lot of shops in the west of that vast country and invested enough money to ensure that failure would seriously compromise its credibility.

The point is, the stores it opened were not called Tesco.

Instead, they were dubbed Fresh & Easy and shoppers never really took to it. The result was indeed a failure, promoted perhaps by indifferent trading at home, but failure for all that.

What Tesco did not succeed in doing was to create a point of difference that would be relevant for the local population, while making the most of its brand.

But is this possible; and do you have to do this if your intention is simply to set up shop in a nearby town? Small chains might actually get away with changing nothing.

Toy shops are destinations, by definition, inasmuch as there tends not to be many of them and shoppers will not find themselves in them unless they have an intention to buy. But this may not be enough. The predations of the toy superstores and big supermarkets, which can offer many of the products that you have and do something about the selling price, mean that competition remains a very real issue, in spite of any destination status.

So how do you make your new store relevant and compelling for locals? For an answer look no further than another retail giant: Primark.

Last month, the discount fashion retailer opened its first store in the US, in Boston. It did so by taking up residence in a former department store in the city centre and it immediately looked the part. This was principally because it retained, restored and emphasised all of the trappings of a US department store, from a light bulb-studded canopy to multiple Stars and Stripes flags along the length of the frontage. And it put a big map in the store. The map showed a fluorescently-signed Boston, locating the city at the centre of a universe where other cities that have a Primark were portrayed as satellites of the main event.

At a stroke, albeit a well thought-through and adeptly executed one, Primark had managed to make itself relevant to its location and had, in effect, become an American retailer.

But back to toy shops. Is there therefore really any need to change what you do if you open a store that is just a few miles away?

The truth is maybe not, but shoppers may well thank you with their custom if you do. Most of the big retailers make some kind of effort to localise, even if this occasionally runs the risk of accusations of corporate cynicism being levelled against them. They do so, because they realise the danger of clone stores and therefore attempt to make good on the ‘think global, act local’ aphorism that has become such a retail cliché.

Why then should you be any better than the big players?

And wouldn’t it make sense if you do decide to head elsewhere to make an effort to reflect your surroundings?

In practice, this might mean little more than a photograph showing your store in former times and the changes that have been wrought over the years. Or, perhaps you might think about the major elements that make the town or city that you have settled in what it is and then work on using this as part of your in-store displays.

I visited the equivalent of Boots in San Francisco recently and the highlight of that visit was gawping at a big model of the Golden Gate Bridge that traversed the mid-shop.

This is perhaps localism taken to its extreme, but it was pretty hard not to be impressed and I spent some money in consequence.

For the most part however, toy shop owners and operators seem content to make do and mend when it comes to opening another branch and little effort is made to reflect a specific location. This may be workable, but it could actually be so much better. The best retailers cover all the angles and then try to think about what they might do that would make things better still and more relevant for their shoppers.

Thinking inside the box is what this could be dubbed and if you choose to follow this path then while there may be no guarantee of incremental sales (there never is), shoppers will like you more. And when shoppers like you, your new enterprise has a much better chance of succeeding. Toy shops need to look beyond their own sector to understand what might be done in their own world.

Toyshops should be as aware of their surroundings as any other retailer.

But are they?, asks John Ryan

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

OCTOBER 2015

29

FEATURE

EDUCATIONAL TOYS

Nice little learner Fun is no longer the sole expectation from a toy.

Parents are turning to playtime in order to teach their little ones basic skills and those embracing this trend are seeing the numbers climb

I

t turns out you can have your cake and eat it in the world of toys - particularly in the educational learning toys sector. Making learning fun and accessible for kids from the earliest stages of development right through their school years is the holy grail for many parents, and the growing market of educational learning toys is transforming play time into learning time to meet this demand. Educational learning toys are a winning combination for both kids and parents - and of

“

Educational games should be fun first and foremost, this makes them easier to sell and builds brand strength

course, toy retailers, who are being asked now more than ever what developmental benefits the toys on their shelves offer.

Meeting demand

“Our learning range, which is linked to the national curriculum, has doubled in turnover in the past year,” Keith Graham, Green says Green Board Games Board Games CEO, Keith Graham. “It is becoming an increasingly more important part of our business as the divide between learning games and throwaway games becomes greater, in both retail and consumer settings.”

Renowned for its BrainBox brand and other educational games, GBG has continued to align itself with the aims of school curriculums to great effect. But Keith stresses that the fun factor of the games remain at their core.

“Educational games should be fun first and foremost, this makes them easier to sell and builds brand strength.

We promote the benefits of our games and support retailers in ways which suits them.”

Educational toy specialist

”

VTech takes a similar approach, developing and refreshing its product range and the suite of content it delivers to run alongside the learning kids do at school.

“At VTech, all of our educational toys have content that complements the national curriculum, which we continually keep up to date to ensure age appropriate learning,” explains Rebecca Lazarus, Senior Brand Manager. “VTech have worked with a developmental psychologist for the past 10 years and we continually research the market to ensure the products are what the parents and children are looking for, while still having the fun factor.”

Innovators in the field of bringing learning to playtime, Rebecca says VTech is always reading the market and looking to consumer product trends for new ways to bring learning opportunities to new categories. “Like with the Kidizoom Smart Watch and the wearable tech

LOOK OUT FOR...

DKL: The Activity Clock is our best-seller and features a clock with moving hands as well as plenty of activity cards for a child to plan their day.

VTech: We are excited for both the DigiGo and InnoTV, which we VTech

believe will both be hero products this year.

Green Board Games: It has to be BrainBox, it just works so well across all subject areas and age ranges. You can’t beat it.

30

toysnplaythings.co.uk

Fact! There are 1,500 employees working in VTech research and development teams worldwide trend,” she says. “We enter new categories, which allow further opportunities to learn as we have done with bath toys… DigiGo and InnoTV, which VTech have launched this year, demonstrate that innovation is the key to longevity in educational toys.”

But it’s not just the suppliers that are established names in this arena that are benefitting.

DKL offers a broad variety of products, and with increased focus on toys with an educational slant, particularly its Miniland Educational brand, Sales and Marketing Director, David Allen, reveals that this has become an area of vibrant and rapid expansion.

“Miniland Educational toys (known as the Educational Corner) have been repackaged in bright and fun carry cases with a handle, and competitively priced. Each item comes complete with a guide book to help parents be aware of all the benefits of the item,” he explains. “It is now one of the fastest growing categories… Sales

NEW RANGE

“

We continually research the market to ensure the products are what the parents and children are looking for

Rebecca Lazarus, VTech

”

DKL have grown over 12% this year against last year, and it is clear that sell-through is growing as more retailers buy into the educational market.”

Spread the word For David, a toy that encourages learning “promotes interest and discussion from consumers” when they come into the store.

This combined with “in-store POS, displays, promotions and demonstration opportunities,” all available from DKL, makes them a powerful and lucrative addition to any retailer’s offering.

DKL is also launching a new initiative to offer greater value and help further promote the benefits of its Miniland range.

David explains: “Play Miniland is a fantastic add-on opportunity for retailers to promote, and for customers to take advantage of.

Play Miniland extends the play value of every educational item in the Miniland range.

“Customers can download extra activities, games, and learning tools for each product. Additionally, there is information for parents/ carers about which item is best for their child depending on the required need.”

The all-play rapid recall memory game

• Single or multi player • 2 games to play in each pack • Perfect stocking filler

See ourr full range at: www.greenboardgames.com

Call: 01494 538999 01494 538646

OCTOBER 2015

sales@greenboardgames.com

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FEATURE

EDUCATIONAL TOYS

Step learning up a gear LEARNING RESOURCES 07872 377302 www.learningresources.co.uk The Gears! Gears! Gears! construction range combines creativity and construction with easy-grip interchangeable gears to encourage problem solving and fine motor skills. The range is an essential STEM resource, making science, technology, engineering and maths accessible and enjoyable while building confidence and creating excitement both at home and in a school environment.

The latest additions of a Pet Playland and Sweet Shop complement the award-winning Build & Bloom set from earlier this year. The Pet Playland Building Set contains 83 easy-grip plastic gears including 32 gears, five base pieces, two Ferris wheels, a play airplane, a spinning tea cup and four play pet characters. Sweet Shop Building Set contains 82 easy-grip plastic gears including 28 gears, five base pieces, three cupcakes, two play ice cream cones, three toy lollipops and a sheet of treat-themed stickers.

Designs rotate with the turn of a handle, helping children to understand cause and effect. The sets are suitable for ages four plus.

License to learn KD UK 01727 827194 www.kdplanet.com/uk KD UK’s 2015 educational learning toys are packed with content to help pre-schoolers learn while having fun, including the launch of Thomas & Friends and relaunch of Ben & Holly’s Little Kingdom as well as Peppa Pig and In The Night Garden.

My Push & Learn Thomas is the star product in the Thomas line-up, which is packed with fun and learning but also has roleplay value. One side of the train helps to teach children about numbers and letters, while the other side helps to develop knowledge of shapes, colours and characters.

Also in the range is My First Thomas & Friends Tablet for children aged three and over, which has 21 games and an LCD screen to help teach letters, maths, logic, music and more.

Plus a smartphone which teaches about the characters, colours and numbers. The In The Night Garden Trubliphone as seen on the hit show helps to teach colours and numbers with IgglePiggle, Upsy Daisy and friends.

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Make learning a-peeling BANANAGRAMS 020 7298 9500 (UK dist. Winning Moves) www.bananagrams.com In Appletters players take turns to build a word worm and try to be the first to use all of their tiles to win.

This core-skills word game makes learning fun, with spelling, concentration and strategic thinking. PairsinPears sees players build words, match patterns, have fun, and learn. It contains a range of games that adapt as the family grows up. Packed with eight engaging, educational activities for children of varying ages, plus two competitive word games for advanced players, PairsinPears boasts something for everyone.

Love of languages CHICCO 01623 750870 www.chicco.co.uk Musical Tales Singing Bear is the latest addition to Chicco’s range of Bilingual toys. Suitable from 12 months, the talking and interactive bear comes with five story cards that fit neatly into his backpack. Each of these takes children on a different interactive adventure to the countryside, the seaside or even on an aeroplane.

Each card has three different buttons which, when pressed, prompts the bear to speak a range of phrases in both English and French.

toysnplaythings.co.uk

TV On Air Now New to the award winning range

Sing with me?

Okay!

The Busy Sounds Discovery House PRESCHOOL

Sing Together in the Playroom!

CATEGORY

Collectable Range

For more details please contact 01235 555545 trade_sales@vtech.com

FEATURE

EDUCATIONAL TOYS

Fun times FLAIR 0208 633 0320 www.flairplc.co.uk GP Flair has added a new face to its wooden offering with the addition of a Thomas and Friends range to its portfolio.

Perfect for children aged 18 months plus, this collection of quality wooden games includes both new and familiar play concepts that will enhance learning while playing. The Wooden Clock Game has 12 double-sided, self-correcting puzzle pieces, two jumbo time-dice and a clock stand.

Learning to tell the time has never been so much fun.

Better hand-eye coordination is the name of the game when it comes to the Sorting Box and Hammer and Peg toys. This much needed, early skill will be enhanced as kids learn to tap the pegs as they follow the track.

The range also includes the Block Cart, Tic-Tac-Toe, and the Wooden Dominoes and Track Puzzle, which has 28 double-sided dominoes and four engines pieces.

The magic number GREAT GIZMOS 01293 543221 www.greatgizmos.co.uk Great Gizmos has a huge range of educational learning toys that promote STEM skills and aim to build and improve these particular skill sets while still having lots of fun. Math Magic contains over 15 fun maths tricks, games and puzzles. The set includes a maths memo game which is perfect to play with friends and family.

Leap into learning LEAPFROG 01895 202840 www.leapfrog.co.uk With over 20 years’ experience in the industry, LeapFrog is renowned for creating powerful and lasting educational experiences.

This year, LeapFrog has expanded its pre-school toy collection, introducing playful new ways to teach school-readiness skills in a fun and active way. Designed by learning and development experts, the LeapFrog toy collection teaches important schoolreadiness skills like counting, sharing, spelling and collaboration, while encouraging skillbuilding, exploration and pretend play.

Number Loving Oven is the first pre-school toy to bake early maths into fun and engaging play focused on cooking and sharing, giving toddlers a first glimpse into how numbers and early maths skill are a part of everyday life. The Number Loving Oven talks, sings and gets number skills cooking through 30+ songs and phrases, 16 fun ingredients and so many ways to explore.

Scout’s Build & Discover Tool Box lets toddlers interact with a favourite LeapFrog character, playful pup Scout, as he introduces them to their first step-by-step building project through counting, measuring, and colour matching. Kids can discover how these concepts apply to the grown up world through pretend play as they construct Scout’s house, talk with Scout, sing along with favourite songs, or simply tinker around with the five included tools.

Word Whammer gets kids jamming on phonics skills as they spin, push and twist the handles to identify letters and build words in three funfair themed games and five learning levels that adapt as they play.

Children can push the toy’s handle to blast a rocket into letters and to spell more than 100 words. Match uppercase and lowercase letters by spinning the handle to bump a car into the correct answer. Listen for a letter sound, then twist the handle fast to spin the teacup into the letter that makes that sound.

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It all STEMs from here K’NEX 01189 497000 www.knex.co.uk Aligned to science, technology, engineering and maths (STEM) standards, K’Nex Education sets are designed to encourage hands-on STEM learning concepts in the construction, investigation, discussion and evaluation of scientific and design principles. There are dozens of items in the line, suitable from nursery right through to Key Stage 5.

FEATURE

EDUCATIONAL TOYS

Game on!

VTECH 01235 555 545 www.vtech.co.uk VTech created the pre-school video game category in 2004 with V.Smile and V.Smile Motion and is back in 2015 with InnoTV. The new, high definition, connected TV educational gaming console is perfect for children aged three to nine, and is set to be a huge success. With an easy to use wireless controller that switches for left or right handed use, the joystick, motion control and smart wheel enable a unique gaming experience.

Curriculum-based learning games offer a progressive learning experience that’s full of fun. Bundled with the InnoTV, are single player games and multi-player challenges for all the family to enjoy together. Cartridges featuring favourite characters from Frozen, Dora & Friends, Doc McStuffin and Paw Patrol, to name a few, will be available that at work across both the InnoTab Max and InnoTV. InnoTV, the perfect first educational gaming system for kids, is set to be on all Christmas wish lists this year.

Last year VTech launched the InnoTab Max, which gives the e performance, look and feel of an adult device, but is designed d specifically for kids, complete with a tough, protective cover to ensure it’s nice and durable. The InnoTab Max offers a variety of entertaining, curriculum supported educational games. This year there will be a number of new licensed software added for users. There will be another eight new additions, including a Frozen game, an Ultimate Spider-Man Game and a fun game featuring the favourite characters from Paw Patrol.

Fact finder THAT COMPANY CALLED IF 01751 475757 www.thatcompanycalledif.com Weird but True Playing Cards contain over 52 amazing but true facts about science, geography, food, the weather and the human body. These cards, licensed by National Geographic Kids, are fun and informative and also double up as a deck of playing cards.

Help is at hand for pupils doing their modern languages homework from the Bilingual Electronic Dictionary Bookmarks. These compact devices are conveniently at hand when tucked into a text book like a bookmark. Amazingly slim and neat, they contain all the words from a best selling Collins Gem Dictionary and are supplied pre-fitted with a battery. Nicht schlecht oder?

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Learning’s cool!

LEXIBOOK + 33 173 232 327 www.lexibook.com/en Say hello to Lexibook’s rising new star, Marbo!

This adorable penguin is perfect for kids looking for a new fun, cute and clever friend, and for parents that want a smart, interactive learning companion for them to play with. The newest addition to Lexibook’s educational stable has super tactile silicon skin, is soft to touch and can be chosen either in pink or blue. Marbo will speak when spoken to, loves to be picked up and cuddled, can tell stories, sing songs, dance and even tell kids when it’s time to eat.

Think Geek THAMES AND KOSMOS 01580 212000 www.thamesandkosmos.co.uk Thames and Kosmos offers a wide range of science toys encouraging educational learning. From fun, one-time experiment kits to the vastest of chemistry sets boasting over 300 experiments, there’s something for everyone.

Spark Science in a Flash is one of the most recent ranges introduced to Thames and Kosmos’ offering.

These one-time experiment kits introduce basic science subjects, such as geology, physics and chemistry.

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FEATURE

EDUCATIONAL TOYS

Head in the game GREEN BOARD GAMES 01494 538999 www.greenboardgames.com The aim of Green Board Games’ education based product range has always been to stimulate children’s learning in a fun way, with the motto play together, learn together.

When GBG established its education division two years ago, it aligned further with the national curriculum to incorporate some of its objectives into the games portfolio. This targeted approach incorporated the learning objectives that children are required or desired to meet at school through games they will enjoy playing at home with parents, grandparents or siblings.

The Green Board Educational range of products has multi-level play enabling them to be used in adaptable ways as children’s confidence and abilities develop.

In line with parents becoming increasingly aware of supporting their children’s learning and development outside of school, GBG’s customers are increasingly interested in stocking games with features and benefits that hold educational substance. Retailers, schools and consumers are all looking for quality products which offer great value for money. The Green Board Games and Educational range choice offers product that can be played time and time again by children of all ages and abilities. Understanding the has enabled GBG to expected learning outcomes for children ha underpin these with comprehensive educationally derived guides, education full of background packed fu and subject information in different games to many diff Parents are then able to play. Pare purchase the same products teachers, feeling confident as teache that when they spend time with their children at they can enhance the home the learning begun at school. be

Land of learning DKL MARKETING 01604 678 780 www.dkl.co.uk Miniland’s range of high quality educational toys make learning fun. The range includes The Educational Corner, a collection of toys specifically designed for learning and skill developments, each including an educational worksheet to guide parents and teachers through the many skills that can be learned through play. Packaged in a handy suitcase with eye-catching box designs, the educational kits teach everything from learning to tell the time to hand-eye coordination.

The best selling Activity Timer helps children learn the evolution of time with fun activity cards which relate time to daily activities.

Activity Buttons is another popular kit from Miniland as the lacing kit promotes fine motor skills, colours and numbers. The lacing buttons also feature Braille characters, so children who are partially sighted or blind can also learn and have fun.

Also look out for the Miniland Electronic Science kits, which offer great fun with real working parts including light bulbs, motors, magnets and more. Electrokit 88 allows children to trial 88 different experiments with the aid of an instruction booklet, while the Electrocombi 49 can be used to create a moving car or boat.

Gold standard

Don’t miss a beat

GOLDEN BEAR

MATTEL

01952 608308 www.goldenbeartoys.com

01628 500 000 www.Mattel.com

Golden Bear is launching a series of educational toys across its licensed pre-school ranges this autumn which are all designed to encourage learning through play.

Packed with innovative play features, the pull-along Big Red Boat from the Twirlywoos range mimics learning patterns from the show. Combining electronic elements and character figures to encourage imaginative play as well as including lots of hidden features, the Big Red Activity Boat also includes character phrases and songs, along with with flashing lights, opening doors and the all-important Fruit Tea Machine!

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Mattel continues to remain a strong leader in educational toys offering some of the bestloved pre-school brands in the market, including Fisher-Price and Mega Bloks. Innovation and play value continue to lead the way in Fisher-Price product development with the new Dance & Move BeatBo. A fun and entertaining companion that grows with a child, Beatbo introduces letters, numbers, and colours through fun games and music. This futuristic friend has three different modes of play.

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Pretend Play, Real Learning

1 3

2

NEW

3 2 1

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Introducing two new additions to LeapFrog’s award winning range of role play toys, in stores now.

Order Now 01895 202 840 or visit leapfrog.co.uk

FEATURE

EDUCATIONAL TOYS

Stick together MAGFORMERS 07585 332 587 www.magformers.co.uk Magformers are the unique educational building toys that lead children into the world of limitless imagination and creativity.

Magfomers utilise a wide range of magnetic shapes which connect magnetically together, and are unique because of the free-rotating neodymium barrel magnets which enable the shapes to always connect, regardless of positioning and magnetic poles.

These rotating magnets have a variety of advantages including developing thinking in both two and three dimensions. Children can lay out a 2D net plan of a structure and by lifting key shapes these plans can be formed in to impressive 3D structures as each of the pieces fall into place.

Further to this fantastic feature, because the Magnets rotate so the pieces can be connected in any direction, the possibilities for construction are almost endless. The neodymium magnets are among the strongest used in toys. This makes large

40

constructions simple, and children can make these into huge structures by engaging with their engineer side to figure out how the pieces will support each other.

Magformers offer a range of educational benefits through play, from early age brain development through visual, tactile and auditory stimulation, to motor skill and dexterity development and increased colour and shape recognition.

Older children can further benefit from an increased understanding of mathematical and scientific principles, creative development, problem solving, logical thinking and spatial perception while having endless fun.

Teach with tech

Whodunnit?

INGO DEVICES

JOHN ADAMS

0203 514 70 21 www.ingodevices.com

01481 414361 www.johnadams.co.uk

Ingo, a company specialising in high-tech toys, is making waves with two new toys that allow children to learn while they play. In this new line-up, the Frozen Boombox and Play and Learn with Mickey will be the two star products for this Christmas season. Elsa, the protagonist of Disney mega-hit Frozen, can be found on the exclusive design of the Frozen Boombox, which allows even the youngest fans to emulate their idols.

They can sing, dance, or simply sit back and listen to the latest music. The Boombox also comes in a package with two microphones to multiply the fun. Several friends can come together and sing and dance to their favourite artists and show off their interpretive abilities. Play and Learn with Mickey is an interactive stuffed animal that incorporates a modern educational app that can be use played through a tablet or smartphone. Children can u spending this robust app to improve their learning while spendi favourite time with their favour Disney character. Play and Learn with Mickey technologies uses new technologie to perfectly combine a traditional toy with something someth that childre children can use to develop their t imagination imagina and creativity. creativ

John Adams Leisure is expanding its well-established games portfolio and stepping into the educational toys arena with a collection of four educational games. Aimed at children aged three to six years, the games are designed to encourage learning through fun and entertainment. Based around key learning concepts such as counting and basic strategy, colour and shape recognition, ordering, matching and co-operative play, the range teaches these core skills via fun and engaging game formats.

First up is Who Ate the Carrots? where the aim of the game is to be the first person to find the three carrot crunchers. The award-winning Speedy Bees is a fast paced collecting game Bear Wears is where players must match colours to win and My Bea all about matching outfits to triumph over your opponents. but not Last bu least is Pile-Up Ponies, which revolves around revolve the con concept of stacking to stac increase increas your score. All of the games ga feature featur brightly coloured and colou fun characters c to encourage en children to child engage and enga learn while playing. play

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Quality toys with key educational themes and worksheets included

RRPs fro

m

£8.99

facebook.com/DKL.Toys

DKL Marketing Ltd 11 Deer Park Road, Northampton NN3 6QD, UK

twitter.com/DKLtoys

tel 01604 678780 • fax 01604 678787 • email dkl@dkl.co.uk • web www.dkl.co.uk

FEATURE

EDUCATIONAL TOYS

It’s only natural!

INTERPLAY 01628 488944 www.interplayuk.com Interplay’s core brand values are based on developing quality toys with an educational bias. These principles are emphasised in its award winning My Living World range, a leading nature study brand in the UK toy sector.

The range consists of 10 kits that are both fun and deliver a fascinating level of knowledge for kids aged five plus. Wellknown TV naturalist Nick Baker champions the brand and designs and writes the kits’ contents and beautifully detailed manuals. Top selling lines Ant World and Worm World were the first ever products that Interplay launched and still remain perennial best sellers. Triop World, Bug Safari, Ladybird World and Snail World are also firm favourites with consumers. The kits come with all the quality expected from Interplay, delivering good profits for retailers.

Technokits is another Interplay brand that provides quality educational values. Each kit is designed to promote a practical knowledge of electronic and mechanical principles for kids aged eight plus. The top selling Stunt Buggy and Dragster kits offer exciting electronic-based construction activities at a good price point. A new addition to the range this year is the Racing Truck.

At higher price points, the build and fly Hovercraft kit and the Rivetz Dragon and Pterodactyl kits offer fun yet challenging construction activities.

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DON’T MISS THE FULL RANGE AND AMAZING SCIENCE KITS

NEW FROM DKL Marketing Ltd 11 Deer Park Road, Northampton, NN3 6QD, UK tel. 01604 678780 • fax: 01604 678787 • email. dkl@dkl.co.uk • www.dkl.co.uk facebook.com/DKL.Toys

twitter.com/DKLtoys

The perfect match ORCHARD TOYS 01953 859525 www.orchardtoys.com Having made award-winning educational games and jigsaws for over 40 years, Orchard Toys know the ingredients that make a great educational toy. Launched in August, Farmyard Heads and Tails is a fun, first matching activity that develops into a game as the child grows in confidence and ability. Suitable for children from 18 months old, Farmyard Heads and Tails is a simple game, which toddlers can enjoy on their own or with other players. Featuring 12 farm characters and objects to match, the game encourages observational and memory skills while introducing very young children to the concept of turn-taking.

As with all Orchard Toys games and jigsaws, the pieces are made from wipe-clean, durable board - made to last and ideal for little hands.

It’s electric!

CLEMENTONI 0208 782 1134 www.clemetoni.com The Baby T-Rex is an adorable electronic dinosaur that speaks, sings and moves when activated. Children can press the three shape buttons on its back and Baby T-Rex responds by walking and turning around.

When the rattle is shaken it activates baby T-Rex encouraging children to use manual skills to help the movement of the dinosaur. The Electricity Set includes a rich work surface that helps children to discover the secrets of electricity and to build a real electric circuit with modular elements. This clever self-building electricity set includes a speaker with amplifier and even a microphone. The modular assembly system puts children’s interactive skills to play.

The Science Museum-approved circuit includes more than 90 safe and easy to build electrical circuits.

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FEATURE

EDUCATIONAL TOYS

Fun on the farm SCHLEICH 01279 870000 www.schleich-s.co.uk

Get connected MOOKIE 01525 722722 www.mookie.co.uk Pebli Town is going from strength to strength in the build up to Christmas. The connected pre-school learning toy hit shelves across the UK in July and since then it has proven very popular with children and parents.

Last month Mookie announced that it has teamed up with Amanda Holden for the official launch of Pebli Town as part of its biggest ever campaign. For the official launch of Pebli Town, Amanda hosted a launch event and radio day as well as starring in a consumer-facing mockumentary video, promoting Pebli Town and her involvement with the interactive toy.

Pebli Town is a connected pre-school toy that uses fun traditional play pieces and a physical play board to interact with a tablet to bring the toy to life. Pebli Town comes with four exciting interactive game modes, Story Teller, Games, Story Creator and Video Room, to help develop children’s problem solving skills, hand-eye coordination, creativity, imagination, vocabulary and much more.

The Farm and Wild Life figures and playsets from Schleich’s World of Nature collection provide an early introduction to the realms of nature, encouraging play by engaging children’s curiosity about different animals and their habitats.

These affordable and highly collectable figures from the farm need no introduction and no instruction. Children just pick them up and play, having fun while learning about animals from near and far. Schleich’s quality and attention to detail is renowned, ensuring robust play is never an issue and anatomical accuracy is always part of the deal.

New this year will be additional breeds of cows, a pig and piglet, the much loved donkey, plus a black sheep.

Easy as ABC EDUK8 WORLDWIDE 01434 672 336 www.eduk8worldwide.com The brightly coloured Alphabet Tray consists of the full alphabet in both upper and lower cases printed on each shaped piece. There are five different shapes to enable children to learn shape and colour recognition. Use the alphabet board for recognition of the alphabet, word building and letter identification.

Stacking up LE TOY VAN 0208 979 2036 www.letoyvan.com The Petilou collection for Le Toy Van has plenty to keep children entertained while they learn. The Woodland Puzzle Blocks is a chunky wooden puzzle with 16 pieces, each beautifully illustrated with forest creatures. The woodlandthemed puzzle comes complete with a wooden base board tray to sort and store pieces and is ideal for kids to develop hand-eye coordination, balance skills and shape recognition.

Also part of the Petilou collection is the Tree Top Stacker, a wooden tree stacking toy in subtle colours, topped off with a little chunky yellow bird. It’s an ideal first stacking toy, and children can work out how to stack the seven pieces by size order on a safe elastic pole.

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Your Toy Fair Media for 2016

make it count!

For unrivalled media solutions before, during and after Toy Fair, including TnP Magazine, the OfďŹ cial London Toy Fair Daily Newspaper and TnP TV, talk to Ryan or Bradley now on 01442 289930 or email them at ryan@lemapublishing.co.uk or bradley@lemapublishing.co.uk

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Helping everyone sell more

TOY FAIR 2016

WE ASK...

Hayley McAuley Phil Ratcliffe

Michele Marziliano UK and Ireland Country Manager, Clementoni UK Ltd Licenses at Toy Fair: Disney Baby, Frozen, MMCH, Masha and the Bear, Avengers, Science Museum, Oxford University, Kung Fu Panda, Madagascar, Shrek, Ice Age 5, Paw Patrol, Finding Dory, Trolls and more.

What licensed ranges will you be showcasing at Toy Fair?

We are working with many licences.

Disney is one of our main partners and we have so many ranges with them, but we are also working with important partners like Nickelodeon, DreamWorks, Fox, Science Museum, and Oxford University.

Director, M.V Sports Licenses at Toy Fair: All the best ones!

What licensed ranges will you be showcasing at Toy Fair?

We will have many top sector leading licences on display at Toy Fair. However we will be showcasing a few for the first time in 2016: Finding Dory, Shopkins, Star Wars Episode 7, Angry Birds Movie, Batman V Superman, Teletubbies and Bratz.

If you had a choice, what memorable property or brand from your childhood would you turn into a licensed toy range?

Chorlton and The Wheelies - a cult animated TV show from the 70s where all the characters had wheels. It would be great to resurrect this series. Just think of the ride-on and scooter sales!

UK Sales Manager Consumer Products, Cartamundi Licenses at Toy Fair: Pop by the stand to find out!

What licensed ranges will you be showcasing at Toy Fair?

We have to be careful not to give too much away at this early stage but the Shuffle range of card games with downloadable digital extras will be adding some classic family games.

We’re also expecting strong growth and a few launches beyond Christmas for a number of film properties —you can probably guess some of the names.

If you had a choice, what memorable property or brand from your childhood would you turn into a licensed toy range?

Well, it’s a bit obscure, I suspect, but I always had a soft spot for the 1980s BBC children’s show Wizbit. It’s got puzzles, songs and adventures.

!

N O I T S E U Q THE BIG nP asks key T , 16 0 2 ir a F for Toy p be As we ramp u ges they will n ra d e s n e c li h suppliers whic t Olympia showcasing a Holly John Katherine Pierce Emma Weber

Senior Licensing and Marketing Manager, Golden Bear

International Licensing Director, Vivid

Licenses at Toy Fair:

Thunderbirds, Care Bears, Batman v Superman and various under the Crayola portfolio.

Twirlywoos, In the Night Garden, Hey Duggee, Something Special, Go MINI My First Forever Friends, CBeebies Bugbies, Sooty, My First JCB, VDubs, plus new announcements!

What licensed ranges will you be showcasing at Toy Fair?

What licensed ranges will you be showcasing at Toy Fair?

Our big focuses for Toy Fair include Thunderbirds, Care Bears, Batman v Superman’s Laser Battle and some exciting new launches that are soon to be announced! We also have a strong licensing portfolio under Crayola again, watch this space, as we announce some new collaborations over the next few weeks.

Twirlywoos will, of course, have a large focus for us as well as Hey Duggee and the ever popular In the Night Garden. We will have some exciting news for Something Special and some new surprises to be announced – it will be a great show!

Licenses at Toy Fair:

If you had a choice, what memorable property or brand from your childhood would you turn into a licensed toy range?

I loved Puff the Magic Dragon, is that showing my age?!

46

If you had a choice, what memorable property or brand from your childhood would you turn into a licensed toy range?

Wonky Donkey!

Product Manager, Chicco Licenses at Toy Fair: Disney Princesses and more.

What licensed ranges will you be showcasing at Toy Fair?

We’re very excited to be showcasing some brand new additions to our Disney Princess collection. There will be some familiar faces to look out for from some of the biggest movies in the world, so it’s well worth coming to visit us to find out more!

If you had a choice, what memorable property or brand from your childhood would you turn into a licensed toy range?

Like many girls, I was a huge fan of Cinderella when I was young, so I was thrilled when Chicco introduced the Disney Princess range and brought such a memorable character to life for a new generation of miniprincesses!

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FEATURE SCOOTERS

Wheel appeal The market for scooters continues to perform despite a grey summer. Sub branches of the category now aim themselves squarely at a more specialised consumer and this, TnP found, has helped to raise it to further growth

T

he mercury may have struggled to hit the high Types of digits this scooter has summer, but not so for broadened sales of scooters. significantly, In the face of lacklustre incorporating weather, the market for scooters continued to licensed, generic, shine, driven by highstunt, electric, profile marketing fitness and racing campaigns, popular models to name licenses and momentum but a few from a stellar 2014.

Sales figures for the Phil Ratcliffe, full year of 2014 show MV Sports that scooters had a fantastic year.

NPD’s findings, based on its Retail Tracking Service of 75% of British toy sales, reveal that the combined market for scooters and skates represented a whopping £64 million at retail.

That’s 2.7 million units rolling off of retailers’ shelves and out the door to the tune of £24.06 a piece, on average.

That momentum is continuing this year, and Re:creation is having a particularly good time of it.

The company’s Razor brand secured three of NPD’s top five spots in pound sterling value for the six months between January and June this year, and Brand Manager - Outdoor, Katy Fletcher, says sales have remained

“

”

NPD Stats Top three scooter and skateboard licenses - YTD August 2015 • • •

Disney Frozen Spider-Man Despicable Me / Minions

Supplied by global information company The NPD Group

48

“phenomenal” throughout.

“Our electric scooter portfolio has been putting in a stellar performance for some time now off the back of our heavyweight marketing campaign Electrify your Ride,” she explains. “This has seen our E90 and E100 take the first and second spot respectively, while the great value offered by our fantastic S Sport scooter has been recognised with its achievement of the fifth position.

We’re fortunate that with the portfolio performing so strongly, seasonality does not affect our results.”

Grey skies, it seems, really can’t slow the sales of scooters, and this strong run of sales looks to continue in the run up to the festive season.

“Electrics are going MV Sports from strength-

to-strength, so there is certainly a lot to look forward to this Christmas,” Katy says. “We strongly believe the power of TV to bring our range to life. Our Electrify your Ride campaign launched last year and delivered incredible results. This was backed up with sustained PR seeing us generate coverage across kids and adult titles consistently throughout the year. We will be stepping this up still further in the build towards Christmas.”

Phil Ratcliffe, Sales and Marketing Director at MV Sports, says the key festive season is shaping up nicely for the company as well. “Christmas is looking strong this year especially with the release of Star Wars: The Force Awakens and hot licences such as Shopkins,” he says. “These are must-have, low cost, great value items with years of play value.”

MV Sports is well known for its licensed scooters and outdoor toys, and Phil says that the impact licensing has on the sector cannot be understated.

“Licences keep the category fresh and relevant while promoting repeat business. Most kids will own more than one scooter and licences help generate the demand for new models.”

Even companies that don’t traditionally supply licenced product to the market have identified an increased popularity in licensed lines.

Katy points to Disney Frozen as a prime example, adding:

FACT! If every Razor electric scooter sold in the UK last year was lined up, they would be the equivalent of a whopping 3,500 double-decker buses!

toysnplaythings.co.uk

“

With consumers aiming to lead a healthier lifestyle and trying to keep kids active, there will always be a market for scooters Ying Pickavance, Hy-Pro

”

The spice of life

OCTOBER 2015

Razor hosted the first ever UK freestyle scooter championships for both amateurs and professionals in 2011

scooters opens the doors for more consumers, but it also reinforces some of the category’s core selling points in new and exciting ways. Hy-Pro International’s Senior Category and Brand Manager, Ying Pickavance reveals that “development within our ranges is spurring additional growth in 2015,” but she also points to the enduring appeal of the active, heathy play patterns that scooters promote as a key driver of sales.

“With consumers aiming to lead a healthier lifestyle and trying to keep kids active, there will always be a market for scooters.

We also focus on why kids need scooters and how kids use scooters and apply this into our product development, hence why we’ve come up with the fantastic Flyte Case Scooter.”

“Licensing is playing its part in the sector, notably of course in the pre-school scooter arena.”

There was a time when scooters were no more than a footplate, two or three wheels and a steering bar. But over the past few years, things have changed and variety reigns supreme.

Now the term scooter is an umbrella for a more fragmented sector of sub categories, a collection of products designed to offer a diverse array of play experiences to a greater number of kids.

Developments in the sector have given it greater staying power, and Phil says a broadening of what consumers expect from the category can only be a good thing.

“We have a very broad portfolio of must have classic and hot licenses but also TV promoted brands such as Stunted. In addition we produce many own label models for major retailers,” he says. “In recent seasons the range of different types of scooter has broadened significantly, incorporating licensed, generic, stunt, electric, fitness and racing models to name but a few.

This must have had a positive impact on the sector.”

The continued evolution of

DID YOU KNOW...

Rolling into retail Like other big box and outdoor toys, scooters often look best displayed out of the box with plenty of room to show them off. But what about independent retailers with smaller floorspace?

Ying says

Re:creations

this isn’t a problem.

“For those smaller independent stores, I would say open box packaging – where consumers can see and feel the product before they are buying.”

And Katy agrees: “The category offers a plethora of styles and formats so consider those products that are folding or compact styles that can be merchandised on shelf,” she says.

“Razor has invested substantial time into developing packaging that clearly and concisely communicates product benefit to the consumer and some are open style boxes enabling the consumer to touch and feel before purchase and enabling them to see the unique features.”

For MV’s Phil Ratcliffe, taking advantage of the category’s diversity and selecting the right product is the key for smaller shops. “Most scooters pack down into a surprisingly small box. In many cases scooters offer a great combination of volume, cash take and value for money. If independent retailers have limited space then the answer must be to select wisely and pick spots based on classic and hot licenses, as well as feature driven and craze models.”

With more product coming to market than ever before, and the promise of a real boost from the some of some mammoth licenses closer to Christmas, retailers of all sizes can get in on the action with scooters this year.

Grossman

49 2

FEATURE SCOOTERS

Taking Flyte HY-PRO INTERNATIONAL 01582 500846 www.hy-pro.co.uk The new Zinc Flyte Case Scooter from Hy-Pro is the evolution of kids’ travel. Ideal for children aged four to eight, the Flyte Case Scooter is perfect for any destination, whether it’s to the park, to school, sleepovers or a holiday.

No matter the length of the journey, this handy case holds kids’ belongings and features a scooter, making travelling easier and more fun. An easy to fold footplate hides neatly within the case, which can be ridden on or simply used as an easy to pull along case. Designed with vibrancy and quirkiness, the Flyte Case Scooter will be children’s best travelling companion.

Hy-Pro has some exciting marketing plans for Q4 2015, and TV scheduled for 2016. Retailers can get in touch to find out how they can #takeflyte.

Striking a balance CHICCO

On point

01623 750870

SBYKE

www.chicco.co.uk

07947 791817 www.sbykeuk.co.uk

Balanskate offers active fun as children grow and develop. With two electronic modes, three configurations and four progressive modes of play, this multi-purpose board will keep little ones entertained for hours on end.

The Balanskate can first be used as a balance board for sitting or standing on at 18 months. It then transforms into a scooter with a handle bar at 24 months, and at 36 months, the handle bar can be removed, allowing the Balanskate to be used as a skateboard.

Through the three different configurations, Balanskate is designed to encourage toddlers to build their confidence by moving around independently at various stages of their development. From using it to gently rock side to side as a balance board, to moving with pace and confidence on the scooter and the skateboard, the Balanskate will allow kids to have fun and stay active for years to come.

3 50

US phenomenon Sbyke was discovered while Shaun Turner was on a family holiday to California in September 2014.

Shaun was so impressed with the Sbyke that he immediately made enquiries into bringing it over to the UK. In October 2014, Sbyke UK was formed to promote this new product to the Great British public.

The Sbyke has superb build quality, and turns with its rear wheels to give the feeling of skiing or snowboarding.

Ahead of the game SCOOTAHEADZ 07971 789767 www.scootaheadz.com Scootaheadz are funky, colourful accessories that attach to the handlebars of scooters, balance bikes and trikes. Pippa Pony, Cheeky Charly, Lovely Lola, Timmy T-Rex and Danny Dino certainly add a touch of fun to personalise everyone’s wheels!

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WWW.SHOPKINSWORLD.COM Once you shop...You can't stop!

Š2013 Moose.

All rights reserved.

www.mvsports.com

0121 748 8000

FEATURE SCOOTERS

New designs

Turn and learn

HOBBYHEADZ 0116 247 8107 www.hobbyheadz.co.uk

LITTLE TIKES 0845 0533 333 www.littletikes.co.uk It’s time to scoot to it and choose the Lean to Turn Scooter from Little Tikes. Get ahead with these funky designs that will see kids smiling as they zoom along. The three wheel design, easy-touch brake and soft rubber handlebars make this a safe and sturdy ride.

Suitable for children aged two to four years old, these super cool scooters have an extra wide base for better control, a low to the ground deck for easier balance and a quick release handle for easy storage. What’s more, the lean to steer teaches children balance and co-ordination.

No assembly or batteries are required, so this is good old fashioned fun.

Available in six bright and bold colours, four brand new colourways are coming soon. The new orange/blue, red/yellow, blue/pink and green/blue colurways are hard to miss, which is just what parents want.

Scoot!

MV SPORTS

Hobbyheadz is a favourite for accessorising scooters and bringing a little bit of fantasy to the already fabulous world of scooters. As seen on TV, these furry friends attach firmly on to scooters to transform the ride to school into a daring adventure or the trip to the shops into a thrilling quest.

When it’s time to stop scooting, Hobbyheadz are still ready to play. They can be attached on to the back of a chair at tea-time or even fit into a bag. And when the fun is over, they love to snuggle up in bed.

Over the last year the Hobbyheadz range has expanded to include new horse, dragon, giraffe and dinosaur designs.

0 01217 488000 www.mvspotrs.co.uk w This year has been a very exciting year so far for MV Sports, with T remarkable product ranges proving popular with retailers everywhere.

Must have licenses and continued innovation ensures 2016 is set to be jjust as dynamic.

The new Sit’n’Scoot has already become a staple in every retailer’s wheeled collection with larger retailers such as Tesco and Shop Direct w championing these versatile scooters. The Sit & Scoot easily converts c ffrom a scooter to a ride-on with a simple push-button twist mechanism and is available across all of MV’s key pre-school licenses. a The re-launch of another classic this year, Thunderbirds Are Go, has already rocketed to the top of the leaderboards. MV’s adventurous new a range of scooters and skateboards are bright, bold and feature the much loved characters and vehicles from the iconic series.

Disney Princess has established itself as the evergreen license in the girls’ pre-school arena. The 2015 range has proved incredibly popular g with enhanced magical features and delicate touches such as pretty tassels, bespoke mouldings and sparkly details fit for a princess.

With unprecedented success, Shopkins has been sweeping supermarket shelves clear with sky-high sales. This includes MV’s eye catching new range of scooters, accessories, bikes and helmets. Designed with fun, bright colours and graphics, the range also has exciting accessory sets that retailers can combine for ultimate USP potential.

After an exciting Force Friday in September, the highly anticipated Star Wars film is out at the end of this year and MV’s Stormtrooper and Episode VII-inspired ranges of sensational scooters, bikes and helmets, offer an exciting option for retailers in advance of the cinematic film launch.

For older boys, the Stunted range of awesome stunt scooters has been enhanced with the addition of the XTS and XTC top spec scooters for the skate park and brand new Voodoo Dirt Scooter for off-road. Backed with heavyweight and sustained TV support on both free to air and satellite channels, Stunted is the brand of choice for extreme scooter fans.

4 52

toysnplaythings.co.uk

CHRIST

MAS

TV

THROU NOVEM GH BER

RAZOR ESCOOTER SALES +100% YTD *Source: NPD EPoS sales Jan-Jun 2015 £ value **Source: EPoS sales data Jan-Aug 2015

The UK’s No. 1 Scooter Brand*

FEATURE SCOOTERS

Leading edge RE:CREATION 01189 736222 www.recreationltd.co.uk .co.uk Re:creation has superpercharged its drive towards wards Christmas with high h impact marketing programmes mes showcasing the best st of its world-leading Razor azor scooter and ride-on n portfolio. With many y of the key items showing ing at least double digitt growth in YOY sales, s, there is a lot to look k forward as the festive ve season kicks in.

The Company’s ‘Electrify your Ride’ campaign that began in 2014 has continued in 2015 and is once again delivering incredible results.

The Razor E90 is the UK’s number one electric scooter with h its zippy style and 9mph capability and is followed up in second spot by its Razor counterpart the E100. These unbeatable rides have captured imaginations with ultimate quality and performance and have set the standard in the category. The Razor Electric Scooter portfolio has been supported throughout the year with extensive PR and will also benefit from additional TV pre-Christmas.

With three products in the top five (NPD Jan- June, £ value), kick scooters are also high on the agenda for Razor and the funky S Sport has more than made its mark on the category achieving fifth spot. With its pocket-friendly price point, stylish anodised design and unrivalled performance this ride is one to beat. These funky scooters are anodised in cool colours and T-tubes and decks fold into a compact size, perfect for out and about portable action. Also proving a popular choice, the Razor Beast stunt scooter is a high quality, ramp tested pro ride that offers top spec at a great value price point.

Innovative ride-ons have continued to drive news for Razor throughout the year and the unstoppable Crazy Cart goes from strength to strength. This unique drifting electric ride-on has proved itself the fun ride of choice for motoring fans and experts alike with press credits including the likes of Lewis Hamilton, Damon Hill and Top Gear. The action continues throughout the final quarter with event activity and partnerships keeping Crazy Cart in the spotlight. Its Razor Junior counterpart, Lil’ Crazy provides age appropriate drifting fun for pre-schoolers, reaching speeds of up to 2mph.

Trailblazers Razor have set the bar high with an energetic portfolio packed with innovation, quality and fun and true to style there is much, much more to come for 2016!

5 54

HTI lets Rïpp HTI 01253 778888 www.htigroup.co.uk HTI’s own scooter brand, Rïpp provides a range of high spec, high detail scooters and accessories for older kids of 6 years upwards. The R500, R900 Pro Series and Dirt Rider, offer solutions for both track riders and all-terrain. Rïpp scooters provide excellent value for money, positioning it as a real high-end range to be reckoned with for riders that are serious about scooters.

The cool Rïpp Dirt Rider all terrain scooters feature 200mm air tyres, ABEC-5 bearings, Alloy deck, Y Bar, four-bolt clamp, oversized stem and heavy duty rear brake. Available in four high impact colours, these Dirt Riders are designed for fun and rugged riding ability.

The Rïpp Pro Series Stunt Scooters feature aluminium cut-out decks, grind rails, three or four-bolt clamps, PU wheels with alloy core, ABEC bearings and soft touch grips.

Flying high ASOBI 01628 200077 www.asobi.co.uk Asobi’s range includes the wellestablished American brand, Radio Flyer, which has been manufacturing toys for over 95 years.

The complete collection includes scooters as well as the original and much loved red wagon and a number of outdoor toys. The signature designs all have beauty, simplicity and safety in mind and aim to help children discover the wonders of youth.

The Radio Flyer range promises retailers an opportunity to offer their customers a brand that has ‘family’ at its core, promising toys that capture imagination time and time again.

Ride on H. GROSSMAN 0141 613 2525 www.ozbozz.co.uk H. Grossman is well-known for its award-winning scooter ranges. The Ozbozz range is perfect for the younger age groups, who can choose the award-winning My First Scooter, which adapts from a fourwheel to a trike, to a twowheeler. Also look out for the Speedy Scooter (pictured).

toysnplaythings.co.uk

International distribution opportunities

Integrated deck

CE Rock ‘n’ Lightweight Secure Approved Roller folding steering mechanism

TNP

AMBASSADORS

Play time...

This month, our TnP Ambassadors put a John Crane’s Our Generation doll to the test, as well as trying out Mattel’s AmiGami

Talking ‘bout Our Generation Ruby Dean knows her dolls, so if we were to get anyone to try out John Crane’s Our Generation, it had to be her! Mum Sonia tells us how she got on Ruby loves dolls, she loves pretty things and she loves playing with hair. She is probably a lot like lots of other little girls who look up to older girls with their matching accessories and different textures and colours, so Our Generation’s Claire is a winner.

Claire is just one of the dolls from the Our Generation range and she is ever so stylish. Her hair is beautiful and for a moment I actually thought it was real (it isn’t by the way, but it really feels like it). She comes with a little leaflet about how to care for the hair, which is a nice touch. Claire also comes complete in a gorgeous outfit, boots that pull off easily but hug enough not to fall off when she stands up; removable tights and a top with an on-trend fur vest.

She’s one classy lady!

Ruby is quick to give her the once over and immediately puts Claire through her paces with quick changes and brushing of hair, she then puts her to bed with hugs and kisses and then it’s up again for a push in the pram. Claire must be exhausted but she doesn’t show it. She’s just unflappable and her hair is still looking glossy and tangle-free.

Claire is wonderfully made – everything is clearly built to last and looking at Our Generation’s website, it’s clear to see that Claire is not just a doll, she’s a keepsake and there are lovely outfits to buy and accessories too to purchase. The doll is so lovely I am definitely going to buy one for one of my nieces for Christmas and also purchase some more outfits for Claire. I will definitely recommend to others and I may even buy one for me!

All smiles! Ruby loved Our Generation from John Crane

For the birds!

When we gave seven-year-old Keely and her four-year-old sister Lexi Mattel’s AmiGami, Keely told her mum Lauren that she would like to write the review herself, so here are her thoughts on the product – in her own words “I recently tried out a new toy which involved making my own bird with lots of paper strips and stickers. It is called AmiGami. It has lots of bright colours and was easy to put together, however, I did find the little clips a bit harder to put together. I have a little sister who is four and she helped me to build my bird. I think she did really well, she understood what she had to do

56

Keely and Lexi play with Mattel’s AmiGami and we both really had fun making it. I have shown it to my friends and they said it sounded good and they would love to build one themselves.

We enjoyed making the birds and playing with it and would like to try other models.”

toysnplaythings.co.uk

PREVIEW BLE

Bright lights of brands Brand Licensing Europe is taking place this month and it gives everyone in toys a fantastic opportunity to meet with key licensors who all play a part in shaping the face of the industry

B

rand Licensing Europe is back this month and Toys, games the toy industry will be in the familiar and hobbies was stomping ground of London’s the second Olympia in its droves. This highest area of time, it is not toys that are in interest for the spotlight but the licenses attached to them. All of the visitors big players that we know attending BLE so well will be in situ, Mattel, 2014 Hasbro, Nickelodeon, Disney, BBC Worldwide, Turner, Darren Brechin, BLE Warner, Sony. The companies that influence key toy licenses and, to some extent, shape the face of the toy industry - if the retailers and suppliers get on board, of course - will be showcasing the latest properties which consumers, in time, will see on the shelves.

Familiar faces from the toy industry will make BLE their home from Tuesday 13 to Thursday 15 October – and organisers want to see retailers there too.

“

”

58

Be there

It is worth it

Speaking to TnP, Event Director Darren Brechin explained the toy sector is a hugely important part of BLE with some household names on the exhibition floor including giants such as Hasbro and Mattel.

“Toys, games and hobbies was the second highest area of interest for visitors attending BLE 2014,” Darren reveals. “Toys are an essential part of many licensing programmes; they provide the perfect brand extension which allows the audience to connect with, and own, part of the property they love. From a manufacturer and retailer perspective, licensing well-known characters brings many advantages - not only a strong heritage – but high levels of exposure through various mediums.

Entertainment One is a prime example of a licensor who has seen huge success with its toy licensing for Peppa Pig and Ben & Holly ranges.”

Worlds Apart’s Head of Licensing, Lucy Wynn-Jones, says for her, BLE is hugely beneficial and while she holds the majority of her meetings before and after the show, BLE offers an opportunity to attend presentations, meet with international licensors and forge new relationships. “BLE is perfect for seeking out new licenses and licensors. There does not tend to be much you are not aware of before the show, but it is a great opportunity to make an introduction,” says Lucy.

Show Facts What: Brand Licensing Europe 2015 When: Tuesday 13 to Thursday 15 October 2015 Where: Olympia, Kensington, London

toysnplaythings.co.uk3

“

Many of our licensors do like to see us at the show, and often it can be the place to talk to retailers with them about cross category deals Nic Aldridge, Flair

Another company with a huge licensed range is Flair and Marketing Director Nic Aldrige says the company “see new properties, touch base with existing licensors and generally look around for something that may otherwise have escaped our notice.”

Nic says BLE is “all part of the mysterious science” of trend spotting.

“Many of our licensors do like to see us at the show, and often it can be the place to talk to retailers with them about cross category deals.

But equally the show is excellent and well timed for seeking those new property deals that keeps our portfolio fresh.”

Vivid are riding high with its Thunderbird Are Go playset and have a firm foot in the licensing camp. Marketing Director Mary Wood says BLE is an “integral part of how we seek out and assess all the various product concepts and licenses”.

She continues: “BLE provides a concentrated time to see a large number of licensors in a short amount of time. Not only is it an opportunity for us to catch up with our existing partners but most importantly it is critical to establishing new relationships and understanding what new licensing gems might be coming to the market.”

This year marks Mattel’s 70th anniversary, and Simon Price, Director, Consumer Products, UK and Nordics, says the company looks forward to meeting an array of visitors to its stand. “It’s a great showcase for the industry and is an opportunity for us to connect with our partners, both licensees and retailers. The show offers us

OCTOBER 2015

an additional opportunity to connect with buyers at a key sales time of the year.”

Simon says Mattel are currently excited about Bob the Builder which he describes as “an exciting new opportunity for licensees. He has just debuted on Channel 5’s Milkshake, and is bringing the world of construction to life through exciting characters, new relatable locations and an aspirational hero.”

All about the licences

”

Meet…

Squirt, the BLE mascot Squirt the Staffie from Battersea Dogs and Cats Home will be at the show once again, and available for photos on the stand on the first two days (Q15). Other dogs from the home will also make an appearance. BLE is also working closely with other charitable organisations, The Lightfund and Help for Heroes, this year.

coordinate at other times of the year,” says Phil. Like many others, Spin Master partially use BLE to predict future trends: “It is often clear to see what the big licensing opportunities are based on how prominently they feature with each stand’s design and advertising around the hall.”

Another company who are all about the licensed product is Posh Paws and Group Brand Manager, Lauren Hayward sees BLE as a vital show. “We always make a point of seeing new licensors,” adds Lauren.

Given that 99% of what Golden Bear do is What about the retailers? licensed product, GM World’s Apart Lucy adds Barry Hughes says BLE that she would “definitely is a “vitally important” recommend any retailer visit show for them. the show. I am sure they would “As a company based benefit from seeing first hand outside of London it is the vibe around licenses and very useful to have one also attending the licensor location with everyone presentations.” under one roof at the From Posh Paws’ same time,” says Barry. While perspective, Lauren agrees meeting current licensors, that it is a worth while Barry says Golden Bear will visit for retailers although also be looking out for new she concedes: “It is always opportunities. difficult to take time away Spin Master’s from the business but this show Marketing Director gives you a great insight into Phil Hooper says the what is coming through that show is a wonderful will make a difference to your opportunity to business.” dedicate quality time to the company’s licensing partners both global and from the UK. “The fact that so many international licensors Along with her sister magazine Licensing Today Worldwide, TnP will join their UK colleagues be at Brand Licensing Europe on Stand B115. You can also meet with means that we’re able representatives from our sister titles including Tableware to conduct many faceInternational, Nursery Today, Gifts Today, Party Party, Greetings to-face meetings that Today and Art Buyer. Pop by to say hello and pick up a copy of Lema would be difficult to Publishing’s titles.

TnP at BLE on Stand B115

59 2

PREVIEW BLE

1st Place Co., Ltd. C116 20th Century Fox E040 24IP Law Group G100 2Spot Communications Co. Ltd B124 4k Media E060 Aardman Animations F010 Activision Publishing C141 adidas - A.C Milan P14 Adidas- Real Madrid P15 Alchemy Licensing P62 Alex Underdown Art J10 Allsorts Licensing C095 Aluminati Skateboards N56 American Freshman M16 American Greeting Properties B048 Animaru J4 ARB Worldwide Corporation sdn bhd A100 Arsenal Football Club N57 Art + Science International G095 Art Ask Agency SL P50 Art Brand Studios R35 ARTPQ C020 Asiana Licensing inc C020 Assaf Frank Photography Licensing J23 Atlantyca Entertainment B070 Aurora World Corp C020 Aurora World Ltd C001 Automobili Lamborghini S.P.A P10 B.A.T FOUNDATION E112 BANDAI NAMCO Entertainment Inc. G050 Battersea Dogs and Cats Home Q15 BBC Worldwide D010 Beanstalk P100 Bear Surfboards K25 Been Trill M14 Beetosee NV/Globetrade H040 Belle & Boo Ltd J44 Big Tent Entertainment D060 Biplano C040 Bizarre London J1i BJA Design C120 Blue Zoo D003 Blueprint P100 Boj F125 Bonus Marketing Productions G105 Br Licensing F030 Bradford Licensing Europe F105 Brand Squared Licensing P52 Brandgenuity LLC N52 Brands With Influence A095 Bravado A020 Brazilian Brands F030 BRB INTERNACIONAL F020 Bromelia Productions F030 Bulldog Licensing G001 Bulls Licensing D086 Carbon 12011 Licensing L9 Carmen Ariza Polska A060 Caroline Mickler Ltd A090

60

Carte Blanche Group C110 Cartoon Network E050 Celebrities Entertainment GmbH E001 Chalet Verbier J32 Chelsea Football Club L25 CJ E&M C020 Claire Louise J42 CONSUMER PRODUCT CONNECTIONF020 Coolabi D060 Copyright Promotions Licensing Group Ltd E070 Creative Licensing Corporation C100 Curtis Licensing G092 Cyber Group Studios B054 Daewon Media Co.,Ltd C020 Danken Enterprise Co Ltd F130 DC Thomson E150 DC Thomson & Co Ltd F040 Deer Little Forest J55 Deliso Sophie La Girafe B080 Dependable Solutions F100 DHX Brands E070 Discovery B060 DOODLING AROUND J1d Dorna Sports SL P25 Dot Dash Design Studio J43 Dracco Company Ltd C048 DreamWorks Animation D080 DRI Licensing C010 Dupenny J6 Dynit srl G098 Earth Angel Cards B126 EDEBÉ LICENSING F020 EDIS Spa Unipersonale G065 EL OCHO LICENCIASY PROMOClONES F020 Enitsua Fine Art Korea P65 Entertainment One F005 Euro Lizenzen H055 Fashion UK / Jinx B091 FICO F030 FIFA M25 Fluid World Limited A080 Fourth Wall Brands G082 Fran Bravo J12 Francetv Distribution B071 FremantleMedia Kids & Family Entertainment E080 Games Workshop plc C075 Gateley Plc G120 Giochi Preziosi Group F090 Glenat Editions C124 Global Freestyle M69 Global Icons R100 Global Merchandising Services G018 Glory Innovations Inc G080 Gola Q20 Golden Goose M52 Grani & Partners F090 Guide to the Licensing World B095

HarperCollins Publishers B072 Hart Deco J1a Hasbro Brand Licensing & PublishingD020 HCA B055 Hearst Publications N40 Heather Kilgour J1b Hello Munki Ltd J36 Help for Heroes J0 Hoho Entertainment B100 Hong Kong Trade Development Council A070 Hoshi Dee Art J1g Hot Pickle P60 Howard Kennedy LLP G112 I.M.P.S s.a C050 IFLScience M50 Image Source J19 INK-ALC E100 Insight Licensing Services S.A.S. G116 Intellectual Property Office G122 International Brand Management & Licensing N15 IPR Licensing EMEA Licensing Agent for DuPont - DuPont KEVLAR N12 ITV Studios Global Entertainment D040 Ivana Nohel J1c IWM (Imperial War Museums) R10 Jacky Al-Samarraie J9 JCB G020 JELC Q25 Jenny Daymond J1f Jiangsu Salt Industry Group Co., Ltd M62 Joe Browns M47 JPatton M45 Kasmanas F030 Kate Knight J37 Kate Mawdsley J47 Kazachok Licensing Expertise H050 Keyring Co., Ltd. C020 King E110 King Features D100 KINTANA , powered by PEA&PROMOPLAST C118 Kocca C020 Laser Art J3 Lee Stafford M60 Leoni S.P.A F115 Licensing Management International F105 Licensing Today Worldwide B115 Licensing.biz & Toy News H090 Licorice Trading Ltd J38 LIMA L100 Lionsgate Entertainment C045 Lisle international E045 Litebulb Group C105 Live Nation Merchandise G030 LoCoCo Licensing F110 London Icesmiths M70 Longboard P48 LUK INTERNACIONAL S.A. H025

toysnplaythings.co.uk

m4e AG C005 Manchester City FC R18 Manu J18 Maria Pishvanova J5 Marilyn Robertson J2 Mary Evans Picture Library J20 Mary Gernat-How Illustrations J57 Masha and the Bear E100 Mattel Brands Consumer Products D050 Maui & Sons Q22 Mauricio de Sousa Produções F030 MAYA STUDIO, S.L. F020 MB-Mary Beth, Pink Light Studio J21 Mediatoon Licensing G060 Melnitsa Animation Studio D113 Metrostar C080 MGL Licensing J16 Millimages C122 Mind Candy G075 Monday 2 Friday P49 Mondo Tv E120 Monskey G051 Moomin D085 Morrigan Ltd J13 Mr Trafalgar J8 My Mediabox B110 Nanaritos B053 Napa Arts & Licensing Agency J24 National Portrait Gallery K20 NECA B005 Nelvana Enterprise Inc F080 Nickelodeon Viacom Consumer Products E005 Nintendo of America E152 NOW That’s What I Call Music C098 NumbersAlive!

C140 Octane5 H030 Official Show Research B065,G110,N59 One Target A030 Outfit7 Limited F065 Pango Productions J26 Panini Spa H020 Paper Island B056 Paper Rose Ltd J14 Penguin Random House F060 Pepsi N50 Perfetti van Melle M10 PGA TOUR M18 PGS Entertainment G045 Pink Key Consulting K35 Plain Lazy (Holdings) Ltd P71 PLANETA JUNIOR F020 Plastic Head Distribution B040 Playboy M15 POSH Graffiti® by Emily Readett-Bayley J31 Rachael Hale F085 Radio Days B025 Rainbow E020 Raydar Media B085

OCTOBER 2015

Red Nose F030 Redan Alchemy Ltd G062 Redibra F030 Rediks Graphics C020 Redrover C020 Rocket Licensing Ltd G005 ROI VISUAL C020 Rovio Entertainment Ltd D030 Russian Children’s Products Industry E125 Saban Brands LLC D005 Sagoo G068 Sanrio GmbH B030 Santoro B050 Sarah Hurley J51 Sarah Ray J1h Science Museum Group Enterprises L15 Scruffy Little Cat J1 SEGA C030 Sekiguchi- Monchhichi B098 Sinigaglia G052 Smiley World D115 SMMEX International L68 Sony Computer Entertainment Europe F050 Sony Pictures Consumer Products A010 Sound Team Enterprise Co., Ltd F133 Spain Licensing Pavillion F020 Stanfords L21 Start Licensing F040 STOR F020 Studio 100 B045 Studio Pets by Myrna E045 Studiocanal B090 SUNRIGHTS INC. H100 Técui J40 Tempting Brands AG P20 Teo Jasmin Q10 Tezuka Productions Co B128 TF1 Licenses G058 The Boot Buddy L30 The British Library L40 The Copyrights Group G040 The Franklin Mint P51 The Jim Henson Company A050 The Licensing Company N100 The Licensing Source Book Europe H095 The National Museum of the Royal Navy L20 The Natural History Museum R38 The Partnership N10 The Pokemon Company InternationalF070 The Rastamouse Company F001 The Shakespeare Birthplace Trust K18 The Walt Disney Company C000,E000 The Zoonies B132 This Is Iris J61 Tinderbox P100 Toei Animation G035 Tokidoki H085 Tomato Source Ltd F118

Topps Europe H080 Total Licensing Ltd H035 Tour de France, PSG & Roland Garros Q12 Two little Boys Ltd J53 Ubisoft EMEA D110 UEFA EURO 2016 Q11 UL VS LTD G090 Ultrasport Products LLC L32 Universal Partnerships & Licensing E090 V&A Enterprises limited K10 Veronica Dearly J1e Vicki Thomas Associates J33 Vimto International K30 Vistex, Inc C074 Viz Media Europe F003 Volkswagen N20 VOOZ C020 Voozclub Co., Ltd. C020 Walker Books UK Ltd G010 Warner Bros Consumer Products E030 Withit Studios C090 Wizart Animation D113 WOMEN IN TOYS D001 WWE C060 WWF UK R25 Yellow House Art Licensing J63 Yvette Jordan J45 Zag & On Method E065 Zodiak Kids B020 Zolan Company LLC R16

4

PREVIEW BLE

Our world BBC Worldwide 0207 612 3000 www.bbcworldwide.com

BLE

Stand D010

BBC Worldwide returns to BLE showcasing new product and licensees extending popular BBC brands to new audiences.

For BLE 2015, they are introducing some new pre-school friends including loveable Huggable Duggee, and the dynamic Go Jetters! Established global brand Doctor Who, and popular pre-school brands Sarah & Duck and Something Special will also be represented. Golden Bear recently launched a TV advertised range of plush and plastics for the hugely popular CBeebies show Hey Duggee, including Woof Woof Duggee, the Soft Toy Talking Squirrels, and the Squirrel Club Playset. In July BBC Worldwide partnered with mobile games developer, Scary Beasties to create the first pre-school app. For publishing, Penguin created range of companion books that launched earlier this year. In November 2015, the second, and Christmas themed Hey Duggee DVD, will launch into all major accounts. Lastly, Golden Bear will launch a Talking Duggee Soft Toy, Set of Duggee & Squirrel Figurines with

Badges plus some brand new jumbo squirrel plush, all new for S/S 16. Hotly anticipated CBeebies Show Go Jetters will make its debut at BLE this year. BBC Worldwide recently secured Fisher-Price as the global master toy licensee for the innovative new animated pre-school series. The series is packed with discovery and teamwork with pre-school geography concepts driving the humour and dialogue throughout. The Fisher-Price product line will debut in A/W 2016 in the UK with the roll-out in other markets, including the US, expected to follow. In A/W 16, publishing partner Penguin will release a range of companion books.

Doctor Who returns to BLE with Master Toy licensee Character Options, featuring new additions; the Hovering Dalek, Cyber Attack! Sonic Blast Game and Walking Talking

Get talking Outfit 7 Ltd 020 7432 4567 www.outfit7.com

62

BLE

Stand F065

Cyberman. The most anticipated Doctor Who product of the year is the brand new Doctor Who Lego set, will arrive at retail in December, as well as LEGO Dimensions, the new toys to life game from WBIE. New licensee Black Milk Clothing is developing a clothing range with new products from Universal Poster, Moonpig, Legends Wall Art, Zeon, Funko, Vibe and publishing from Panini and Titan.

Something Special increases product lines and licensees for 2015. New for 2015 is HTI, for Move and Groove scooters, Quad skates, bikes and Balance Bikes. Plus there are books from Egmont, an Electronic Learning Aid from KD Group to name a few.

Outfit7 Limited returns to Brand Licensing Europe for the third year in a row riding a wave that illustrates its incredible momentum as a major player in the family entertainment space around the globe. The company’s flagship property Talking Tom and Friends has over 2.8 billion app downloads, with more than 250 million active players each month in over 230 countries across the globe. Its first app launched five years ago, and today the suite of apps includes 15 titles. Combined, the franchise has also amassed a whopping three billion views of its various content on YouTube since its creation.

“Talking Tom and Friends: The Animated Series” has cemented a rock solid audience amassing over 70 million views since its launch in late Spring on YouTube and the YouTube Kids app. The 52x11 minute episode series, features an all-star voice cast led by Golden Globe and Emmy-nominee Colin Hanks (“Fargo”) and Tom Kenny (“SpongeBob SquarePants.”)

Outfit7 is exhibiting at the Brand Licensing Europe from stand F065. The company is seeking domestic and global partners to support and further develop the brand’s consumer products program - which now stands at 50 licensing partners in various categories from all parts of the world.

toysnplaythings.co.uk

PREVIEW BLE

All about the brands Mattel 01628 500 000 www.mattel.com

Dream team ITV Studios Global Entertainment

BLE

Stan D04 d 0

020 7157 6163 www.itvstudios.com ITV Studios Global Entertainment (ITVS GE) will be heading to Brand Licensing Europe 2015 with its spectacular portfolio of ITV owned and third party properties. d The hugely successful new boys’ action adventure series Thunderbirds Stan 0 Are Go will lead ITVS GE’s extensive presentation slate. The firm3will 0 also be showcasing Classic Thunderbirds which celebrates D its 50th anniversary this year, iconic toy property PLAYMOBIL, the Playmobil inspired kids’ TV series Super 4, digital game sensation Cut the Rope, ‘70s music brand Village People and the licensor’s new licensing property historical TV drama Poldark. Paying tribute to the Classic Thunderbirds series Thunderbirds Are Go is the ground-breaking remake of the iconic 1960s TV show. ITVS GE has assembled a robust licensing programme for the property that spans all key categories including toys, digital, publishing, apparel, accessories, gifting, stationery, personal care, FMCG and homewares. Products have begun rolling out at UK and international markets. ITVS GE are committed to building upon this momentum as they gear up to the launch of the second series of Thunderbirds Are Go in 2016. At BLE 2015, the licensor will be presenting licensing opportunities for the show’s next instalment. ITVS GE will also showcase opportunities for its new TV property, Poldark. The British period drama is an adaption of Winston Graham’s popular book series and ITVS GE will be harnessing consumer demand from the show’s huge UK fanbase to assemble a dedicated consumer products programme that will launch at UK retail from Q4 2015. The licensor is currently seeking licensing partners in key categories including apparel and accessories, homewares, gifting, stationery and personal care.

BLE

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BLE

Stan D05 d 0

Mattel continues to innovate and challenge the licensing industry with its impressive portfolio of brands and exciting new releases including the highly anticipated release of Bob the Builder.

The iconic fashion doll Barbie continues to engage and inspire girls of all ages, by reflecting the new reality of girls and their world as it changes. The new brand campaign for Barbie has been encouraging girls to find their own superpowers within from superheroes to superstar. Barbie continues to bring exciting partnerships to life with key licensees in numerous categories including fashion and role-play.

School to freaky fab ghouls, Monster High empowers girls to express their individuality, embrace their imperfections and form friendships that last beyond a lifetime. Monster High continues its freaktacular brand campaign, We Are Monster High, inviting current and new fans to fly their freaktastic flags and show their ghoul spirit! Working with best in class partners, the brand is being bought to life in fashion as well as fun innovative role play items and Halloween is playing a key part in licensing partnerships.

It’s full steam ahead for Thomas & Friends as the brand continues to celebrate his 70th anniversary year, with friendship at the heart of storytelling including programme of friendship-themed activities. New content and an extensive licensing programme are continuing to fuel Thomas’ success.

Fireman Sam is having an amazing year as the fourth fastest growing license in pre-school toys.

It is also number two boys pre-school property in Europe, number three UK pre-school license, number six in France and number seven in Germany and Italy.

With exciting new content and an extensive licensing programme, this brand is on fire!

Bob the Builder is back with an exciting all new CGanimated series on Channel’s 5’s Milkshake! from early 2016. With an extensive licensing programme planned, Bob the Builder is back!

toysnplaythings.co.uk

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TEENAGE MUTANT NINJA TURTLES © Viacom Overseas Holdings C.V. PAW PATROL © 2015 Spin Master. All Rights Reserved. Lily’s Driftwood Bay™ © Copyright Sixteen South Limited 2015.

PREVIEW BLE

Award-winning fun Blue-Zoo Animation Studio 020 7434 4111 www.blue-zoo.co.uk

BLE

Blue-Zoo is an award-winning UK based animation studio founded in 2000. It’s a creative, adventurous and independent company which has a renowned reputation for passionate, stand-out, high-quality animation for TV, commercials, children’s programming, titles and idents. Over the past 15 years Blue-Zoo has produced fantastic hits such as Tree Fu Tom, Q Pootle 5, Olive the Ostrich, Alphablocks. Get Squiggling and the new TV series of Miffy and Digby Dragon currently in production.

In 2012, Blue-Zoo won BAFTA’s Children’s Award for best Independent Production Company.

Digby Dragon is a nature inspired comedy animation for children aged between four-six years. Set in the colourful and enchanted Applecross Woods, Digby Dragon follows Digby a fledging dragon learning to fly. Aardman Animations have acquired international TV, DVD and digital sales rights with Nickelodeon UK commissioning 52 x 11mins of the programme launching on its pre-school channel, Nick Jr in autumn 2016. Nickelodeon & Viacom Consumer Products has consumer products rights in the UK and Ireland.

The Alphablocks are 26 living letters who discover that when they hold hands and make a word it comes to life. Alphablocks is a discovery-based starter phonics system that helps children learn to read. It is based on best-practice phonics teaching and structured around the Key Stage 1 curriculum. There are 26, 3.5 minute episodes, and 65, five-minute episodes broadcast on CBeebies.

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Egmont published four story book titles in 2015 and further titles will be launched in 2016. Pearson education produces 30 phonically de-codable books, which it sells into schools.

Immediate Media launched the Alphablocks Reading Programme last year. Abbey Home Media has released five DVDs while Ravensburger has launched a 24 piece Giant Floor puzzle.

Alphablocks launched an interactive app early 2015 and will be launching a further apps in 2015-2016 Alphablocks is looking particularly into markets for back to school and stationery, toys, apparel, and bedding.

You can dream DreamWorks Animation 020 7173 5121 www.dreamworksanimation.com

It’s cool to clang Coolabi 020 7004 0980 www.coolabi.com Coolabi Group is a leading independent international media group and rights owner. Brands owned and represented by Coolabi include Clangers, currently airing on CBeebies, and Scream Street, currently in production for broadcast on CBBC. Other properties include Beast Quest, Domo, Poppy Cat, Purple Ronnie and the Smallfilms’ properties Bagpuss and Ivor the Engine. Joint rights owner Coolabi co-produced and launched the new stop-motion animated series Clangers on CBeebies in the UK, immediately hitting No.1 in the UK’s top children’s programmes. Master Toy partner Character Options has recently launched new toys and is experiencing significant success.

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DreamWorks Animation returns to Brand Licensing Europe with a robust, global franchise portfolio featuring content from film, television and online across multiple categories. Spearheaded by a largely UK-based international team with in-market support in China, France and Australia, the company’s deep roster of cherished character brands is positioned for success in 2015 and beyond.

Leading the charge and poised for a major reintroduction at retail are the beloved Trolls, who will sing their way into theatres worldwide in 2016 as the stars of their very own full-scale, hair-

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raising, musical comedy.

Noddy, the celebrated children’s classic also makes his grand return to Toyland with a completely fresh look and a brand-new series for 2016: Noddy Toyland Detective. Also on the small screen, DreamWorks’ Dragons franchise continues to take flight, highlighted by the recently launched television series Dragons: Race to the Edge.

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NEW SERIES, NEW PLANETS, NEW MONSTERS

BE PART OF THE ADVENTURE Please come and visit us at BLE, stand number D010 For further information please contact clare.piggott@bbc.com BBC logo © BBC 1996. Doctor Who logo © BBC 2009. Dalek image © BBC/Terry Nation 1963.

Cyberman image © BBC/Kit Pedler/Gerry Davis 1966. K-9 image © BBC/Bob Baker/Dave Martin 1977.

Licensed by BBC Worldwide Limited.

PREVIEW BLE

Stronger than ever!

Nickelodeon & Viacom Consumer Products

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020 3580 2474 www.nick.co.uk Nickelodeon & Viacom Consumer Products (NVCP) is headed to Brand Licensing Europe 2015 with a portfolio that’s stronger than ever, complete with some of the most popular, time-tested entertainment brands for pre-schoolers, boys and girls, tweens, teens and adults.

The network has launched a raft of new product lines across all core properties in 2015 – from Nickelodeon’s SpongeBob SquarePants, Dora the Explorer (and the hotly anticipated Dora and Friends: Into the City), Teenage Mutant Ninja Turtles and Paw Patrol.

It has also continued its international roll-out of Nickelodeon branded retail stores around the world – with its first European flagship store launching in London’s iconic Leicester Square in May 2015. The network will be debuting products and lines for energy fuelled interactive animated series, Blaze and the Monster Machines, the th first pre-school show on TV to comprehensively cover all areas area of Science, Technology, Engineering and

Math (STEM) in every episode, through exhilarating storytelling.

NVCP will also be introducing Shimmer and Shine, an enchanting new series about twin genies and their magical adventures with their best friend Lea. With both series already creating buzz and excitement across all major markets, NVCP will be eagerly exploring all product opportunities with local partners – spanning all categories and lines - with debut product lines set to hit shop floors in spring/summer 2016 including publishing, home entertainment and apparel. NVCP will also be unveiling new product for established hits including Paw Patrol (a co-production with Spin Master Entertainment). The show’s most popular characters Chase, Marshall, Rocky, Zuma, Rubble and Skye - are translating into popular products with local partners on board including Character World in the UK, TV Mania in France and Amscan and Rubies regionally. Products include bedding and accessories, play-sets, bath toys and games, with collectables in particular becoming the leading item in early toy sales. Additional lines and categories, spanning toys, video games, publishing, apparel, food, health and beauty will roll out across the region in 2016. Globally renowned evergreen Dora the Explorer will also be launching a range of new product and lines in support of her latest adventures in Dora and Friends: Into the City.

NVCP will be unveiling brand new toy and apparel lines with master partner Fisher-Price while continuing to explore all opportunities with local partners and retailers across key regional territories.

SpongeBob SquarePants!

Demonstrating its cross-demo appeal for tweens and young adults, NVCP will be unveiling new content and property launches in 2016 for the NV ever-popular evergreen SpongeBob SquarePants, who returned to the big eve screen in February 2015 in blockbuster smash ‘SpongeBob SquarePants: scr Sponge Out of Water’ (accumulating $311.6M global box office sales).

Sp Having launched brand new toy lines with Simba and Mega, and apparel Ha lines line with Undiz in France and with strong statements at apparel retailers the loveable sponge will be hitting the catwalk in 2016 in collaboration with wit Patrick Mohr (across Europe and the US) and HYPE (across Europe and an Asia).

Explore life JCB

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01889 593 499 www.jcbexplore.com JCB will be celebrating in style at BLE this year marking its platinum 70th anniversary with a totally new stand. JCB has firmly established itself as a trusted, durable brand recognised globally, and has an ambitious programme in place to further develop both the kids and adult product offering. Visitors at the show can view a new range of toys, targeted at a range of age groups from pre–schoolers through to older collectors, launching this year and into 2016.

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PREVIEW BLE

Protecting people, products and places UL VS LTD 0118 927 3340 www.ul.com Product safety and quality is absolutely critical for licensed products to safeguard consumers and help protect brands - often a company’s most valuable asset.

As an independent provider of third-party testing, audit, inspection and responsible sourcing services, UL can help to mitigate risk and ensure compliance with regulatory requirements and brand specifications at every step in the supply chain. Covering a wide variety of licensed products including toys, nursery, premiums, apparel, homeware and electronics, UL also has extensive experience in helping licensors and licensees to develop, implement and maintain customised endto-end quality assurance programmes.

Through its global network of accredited laboratories and active involvement in the development of international safety standards, UL can help provide confidence in the quality and safety of licensed products, and help launch products that delight both consumers wherever you source or sell.

Stop by stand G090 where UL’s experts and new look sales team will be on hand throughout the show to offer advice on how to help ensure licensed products comply with brand specifications as well as international safety standards and regulations such as the EU Toy Safety Directive, ASTM and REACH. To make an appointment with UL staff during the show or for more information on how UL can help mitigate supply chain risk and safeguard the reputation of your brand, contact Mark.Johnson@ ul.com or call 07469 084 495.

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Tune in

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Cartoon Network Enterprises 020 7693 1000 www.cartoonnetwork.com

Cartoon Network Enterprises (CNE) returns to Brand Licensing Europe 2015 (BLE 2015) with a colourful portfolio of brands that are leading the trend for licensed properties that are original, irreverently funny and just a little bit unpredictable!

Cartoon Network is currently riding high as BAFTA Children’s Channel of the Year. Adventure Time leads CNE’s BLE 2015 presentation slate as the ever-increasing popularity of Finn and Jake’s adventures in The Land of Oooo continue to draw record audiences and increased demand for licensed products.

Over 43 million fans regularly tune in to watch the show across EMEA and the franchise currently boasts more than 100 licensees in the region. CNE will be using BLE 2015 to share details of the brand’s journey from underground cult phenomena to a mass-market bestselling proposition that presents long term licensing opportunities across all key categories.

What’s more, two of Cartoon Network’s most successful franchises of the last decade are on course for major revivals in 2016. Blossom, Bubbles and Buttercup are back in a reboot of one of the channel’s most enduring original series The Powerpuff Girls supported by a new toy range from global master toy partner Spin Master. As the first ambassadors of girl power, the brand possesses a cool credibility and heritage that makes it perfectly positioned to capitalise upon the current trend for superhero properties for girls. The new-look alien-fuelled kid hero Ben 10 will also be introduced to a new generation of fans from autumn 2016. Playmates has been confirmed as the global master toy partner for the franchise.

A super line-up Warner Bros. Consumer Products

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020 7984 6100 www.wbcpmedia.warnerbros.com Warner Bros. Consumer Products returns to Brand Licensing Europe 2015 to highlight key developments from within its iconic entertainment franchises. DC COMICS heads the presentation slate with Batman v Superman: Dawn of Justice fronting a line-up that includes nine further DC movies set for launch by 2020.

Targeted licensing programmes including DC Super Hero Girls, a multi-platform universe of animated shorts, books, apparel and toys featuring Wonder Woman, Supergirl and Batgirl for girls six to 12 will also feature on the bill. Scooby-Doo leads the Classic Animation pack as brand new content and LEGO Scooby-Doo rolls out across EMEA and WBCP continues to build upon its 15-year relationship with Character Group with the launch of new toy lines and distribution in new markets.

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Hot properties Entertainment One 0207 3691 8509 www.eonefamily.co.uk

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Entertainment One Licensing (eOne) will be returning to Brand Licensing Europe 2015 to showcase its growing portfolio which includes pre-school properties Peppa Pig and Ben and Holly’s Little Kingdom, teen lifestyle brand SO SO Happy, hip-hop record label Death Row Records and new film properties The BFG and Ricky Gervais’ Life on the Road.

Be a warrior Mind Candy 020 7501 1900 www.mindcandy.com

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Mind Candy, creators of global kid’s phenomenon Moshi Monsters, is back at BLE with its brand new franchise World of Warriors. The franchise, which includes toys, publishing, apparel and back to school, will roll out in the UK first, with European, US and Australian programmes following in 2016. Marketing and PR support is already in full swing with an ongoing TV campaign and competitions running across a whole host of kids’ press titles.

This is in addition to the amazing animated content on the World of Warriors YouTube channel.

Real magic Dracco +34 93 3685 728 www.dracco.com

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Dracco’s top girls brand Stan FILLY expands with C04 d 8 further international licensing agents. Dracco has appointed ELC as its licensing agent for Russia and Eastern Europe, where FILLY is growing strongly. Also Discovery Kids Licensing has been appointed as the licensing agent for Italy and Discovery plans to broadcast the FILLY FUNTASIA 26 half-hour animated TV series for late 2016, early 2017. The TV series and audiovisual rights will be exploited in a transmedia way from traditional TV to DVD, VOD and YouTube across the globe. For TV and DVD rights outside GAS, BRB (the appointed producer of the series) is closing many deals. The IP owner Dracco has also been approached with further projects including a feature film and a musical project. In Germany, four new publishers have been signed on recently, including Panini, Nelson and teNeues adding to Blue Ocean which publishes the highly successful FILLY magazine. Universal Music is distributing Dracco’s own produced Storytelling CDs (audiobooks) including newly Hollywoodproduced FILLY kids pop music. The wealth of content that the brand has been able to create will be heavily enriched by licensees and content partners.

OCTOBER 2015

Masha bears down on BLE Ink Global +45 20 33 30 20 www.ink-brands.com

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Ink Global will be presenting one of the world’s biggest, most innovative and best-loved properties at BLE 2015 – Masha and the Bear.

Masha and the Bear is about an adorable, but hyperactive little girl who befriends a retired circus bear. The bear craves a quiet life, but Masha has other ideas and twists him around her little finger with hilarious results.

The show is broadcast in almost every country in the world - via both pay and free-to-air channels – and was named best animation in the Creative Talent category at the 2015 Kidscreen Awards. Broadcasters include France TV, KIKA, Rai YoYo (Italy), Turner Cartoonito (UK and Latin America), Turner Boing (Spain), ABC (Australia), Canal Panda (Spain and Portugal), Minimax (Central Europe), Russia 1 (Russia and CIS), SIC (Portugal and Portuguese-speaking Africa) and SpaceToon (Middle East, North Africa and Malaysia).

The show isn’t confined to TV - a theatrical release of exclusive Masha episodes will take place in Italy later this year, while the brand’s official YouTube channel has recorded over 10 billion views in total. One episode – ‘Recipe for Disaster’ – is among the 25 most watched YouTube videos of all time.

The property boasts hundreds of licensing partners, with a recent BrandTrends survey rating Masha and the Bear as the third-placed favourite brand in Europe.“Masha and the Bear is much more than your average kids show,” says Ink Global Director Claus Tømming. “It’s completely different to anything else out there and audiences love it, which is why the licensing community is so strongly behind the brand.”

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PREVIEW BLE

Hey Boj Boj 01273 982501 www.pesky.com BAFTA award-winning Pesky Productions, creators of hit preschool animation Boj, is delighted to be exhibiting this year at Brand Licensing Europe. Boj is one of the most watched characters on CBeebies, more than doubling CBeebies average audience share and achieving more big audiences (half a million plus) than any rival character brand. Boj currently airs not only in the UK but also in USA, France, Canada and Australia with new deals covering South America, Middle East, Pan Africa and a launch in Spain next year.

Boj is not only a character on our TV screens. He is flourishing in a whole range of multi–character magazines including CBeebies, Friends, Favourites, Toybox and Busy Time and the show’s popularity with young readers has prompted Redan Publishing to go for a standalone Boj magazine in February 2016.

The little bilby also delighted young fans as part of the regular Toddler Time programme at Picturehouse cinemas nationally

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and Pesky Productions is currently finalising a deal to release the well– loved Boj songs as an album featuring Jason Donovan.

Pesky will soon be announcing full details of a Boj visitor attraction at one of the UK’s favourite zoos allowing children direct engagement with the brand and a retail platform for selling merchandise to the one million visitors per year. The Let’s Get Boj-ing campaign encourages kids to have fun upcycling, and was successfully trialled in a dozen Buckinghamshire pre-schools.

Pesky Productions are interested in meeting possible licensees who would like to be part of this exciting brand’s development so they can ‘Get Boj-ing’ together!

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The world’s best play experiences Hasbro Brand Licensing and Publishing 020 8569 1234 www.hasbro.com

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Hasbro is committed to leveraging its beloved brands, including TRANSFORMERS, MY LITTLE PONY, MONOPOLY, LITTLEST PET SHOP, NERF, PLAY-DOH, MAGIC: THE GATHERING and JEM AND THE HOLOGRAMS to create the world’s best play experiences. At Brand License Europe 2015, Hasbro will continue to bring its stories to life across multiple mediums including entertainment, publishing and branded experiences. Hasbro will also showcase a successful range of high end fashion from industry taste-makers, as well as a broad range of consumer products including toys and games, back to school and apparel and accessories at this year’s show.

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It’s my birthday Pokemon 020 7381 7009 www.pokemon.com

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The Pokémon Company International gears up for an action-packed autumn as the European Licensing team prepare for a milestone year in 2016 The Pokémon brand celebraties a significant milestone in 2016 as it reaches 20 years since it was first launched.

Mathieu Galante and his European team are excited by the business opportunities that this special year presents to existing and potential new licensees and promotional partners in the UK and Europe, and they will be discussing their plans at Brand Licensing Europe.

In the UK, The Pokémon Company International is preparing for a busy autumn. The company recently announced a partnership with KidZania for the inclusion of a Pokémon Animation Studio within its Londonbased educational entertainment experience. This will see children creating their very own Pokémon animation using stop-motion animation techniques. During their visit, children will learn about the fundamentals of animation within a real-life studio setting and will be able to select a number of TOMY Pokémon figurines and other props to produce their film masterpieces.

On the retail front, The Pokémon Company International announced its first-ever retail activation with Smyths Toys, a leading provider of children’s toys and entertainment in the UK and Ireland. Supporting the launch of the latest Pokémon Trading Card Game expansion, XY—Ancient Origins, the activation involved a cross-category display unit for the TCG cards, toys, and video games; the digital distribution of a rare and powerful Legendary Pokémon, Shiny Rayquaza; and an exclusive Pokémon Trading Card Game SKU also featuring Shiny Rayquaza. It was accompanied by an extensive TV advertising campaign and special guest appearances from superstar Pikachu at selected branches of Smyths Toys.

The company also partnered with major retailer The Entertainer in August to deliver an exciting retail promotion for Pokémon TCG: XY—Ancient Origins.

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KYLO REN AIRWALKER™

© & ™ Lucasfilm Ltd

The Force Awakens

BALLOONS ready to order now

by

TEL: +44 (0)1908 288 500 E-MAIL: sales@amscan-uk.co.uk WEB: www.amscan.co.uk ©Amscan 2015, All rights reserved

RETAIL

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

Trade talk This month, Team TnP catches up with some of the industry’s finest to discover which lines they are pushing with retailers, what movies and licences they think will make an impact MEL BEER Licensing Director (EMEA), Amscan International What hero lines are you pushing with retailers currently?

Minions continues to drive astonishing sales across our balloons and party offering and our new Star Wars Airwalker balloons are a must-have for any fan!

In terms of licences, what would you hedge your bets on for 2016 if you were a retailer?

Paw Patrol is emerging strongly for us in the pre-school arena, My Little Pony performs brilliantly for girls and evergreen favourites such as Disney Classics, Princesses, Superheroes, Star Wars and Thomas are a safe bet.

Other than Star Wars, are there any upcoming movies you think will impact the toy industry next year?

Batman vs Superman, Captain America, Angry Birds, Power Rangers and Finding Dory should help drive licensed merchandise sales in 2016 and not just in the toy category, as long as retailers support them!

How are you supporting retailers as the buying season ramps up?

One of the key things we offer retailers is equipment for merchandising and inflating balloons, sales are much stronger when customers can see the product displayed rather than just packaged.

NIC ALDRIDGE Marketing Director, GP Flair What hero lines are you pushing with retailers?

In the girls’ portfolio, there is, of course, Shopkins season three with the Ice Cream Truck and the Fashion Boutique.

In addition, we have a great new girls’ brand called Pet Parade which is a GP developed property that we are very proud of. In the pre-school sector, the brand new Doc McStuffins Pet Vet range has some excellent hero lines including the new Pet Vet Bag! In craft we have got off to a flying start with IDO3D our 3D Pen system and in Boys we have just launched our World of Warriors range. So it is a nicely balanced portfolio!

In terms of licences, what would you hedge your bets on for 2016 if you were a retailer?

Our licensed offering of World of Warriors, Teenage Mutant Ninja Turtles and Doc McStuffins will continue to be hugely popular and all have major development ahead of them. We are also developing a Shopkins plush, and arts & crafts range extensions which will sit alongside the toy range. Of course, there are exciting new properties for 2016 yet to be announced that promise to be lucrative too.

Other than Star Wars, are there any upcoming movies you think will impact the toy industry next year?

There is a new Teenage Mutant Ninja Turtles film planned for summer ‘16 which will of course be great for Flair as the master toy licensee. The previous film merchandise was a sell-out success and with the excellent development from Playmates, so we’re expecting big things from the second movie.

How are you supporting retailers as the buying season ramps up?

Flair is the fourth biggest TV advertiser in the industry, but we add to this with digital and print campaigns that vary and broaden the reach. We support retailers with sampling, events and demonstration days.

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STEWART MIDDLETON Managing Director, Jumbo Games

RENA NATHANSON Top Banana, Bananagrams, Inc. What hero lines are you pushing with retailers currently?

We are excited about the new edition of BANANAGRAMS – it’s called BANANAGRAMS WildTiles and it features six new monkey WildTiles which can be played as any letter.

It really changes the game-play and we’re getting some fantastic recognition from existing fans of the game, new players and already it’s picking up some coveted industry awards. We also have our totally redesigned travel word game, ZIP IT. The ‘Small Space Word Race’ is perfect to play on airplane and train tables.

In terms of licences, what would you hedge your bets on for 2016 if you were a retailer?

There are lots of super-power and animated movies coming up and a definite trend towards escapism – people wanting to lose themselves in a world away from the state of the real world.

Other than Star Wars, are there any upcoming movies you think will impact the toy industry next year?

With escapism an on-trend theme, I think movies like Batman vs Superman, Captain America, X-Men: Apocalypse will all have an impact at toy retail. For the younger or more nostalgic audiences, we should see some major impact from titles such as Finding Dory and The Jungle Book as well as the new Ghostbusters incarnation.

How are you supporting retailers as the buying season ramps up?

We are offering retailers funded promotions, calculated in-store placement and in-store promos with give away product so that it’s the consumer who benefits the most.

This approach has proven to be very successful.

What hero lines are you pushing with retailers currently?

We have recently launched our first batch of TV advertising for our new Disney Frozen Magical Ice Palace Game which has seen a great boost in sales, we expect to see excitement build further in the run up to the Christmas period with TV running until the first week of January. We have also launched two colouring books, using the popular artwork from our Wasgij puzzles and we expect these to capitalise on the recent consumer demand for colouring books. We have a late launch of an exciting new Dinosaur range, we already have some large multiple retailers backing this range.

In terms of licences, what would you hedge your bets on for 2016 if you were a retailer?

We are very excited about our new partnership with 20th Century Fox for The Simpsons launching in early 2016. Given the iconic success of the TV show we expect the new range of puzzles and games to appeal to fans of all ages and offer them a further extension to the show. We expect to see good growth in Peppa and Ben & Holly too through 2016.

Other than Star Wars, are there any upcoming movies you think will impact the toy industry next year?

We anticipate the release of Disney Pixar’s The Good Dinosaur to be a huge hit later this year and we expect this to continue into 2016 following the film’s DVD release.

How are you supporting retailers as the buying season ramps up?

We have increased support to our retailers this season with a number of fantastic Q4 offers and promotions that they can run in-store over the Black Friday period. With most retailers, especially independents, seeing the Christmas peak trading later in December, we have some very strong offers in December to maximise the last-minute purchases and post-Christmas promotions.

MARK WALLS MD, H. Grossman Ltd What hero lines are you pushing with retailers?

Ozbozz wheeled toys, Train Trax, Sand Scuplt, Mermaid Magic and Minions have all been fantastic drivers for us this year.

Other than Star Wars, are there any upcoming movies you think will impact the toy industry next year?

Ghostbusters could be amazing and Universal’s Secret Life of Pets could

OCTOBER 2015

be the number one for next year. It is very witty and cute.

How are you supporting retailers as the buying season ramps up?

We are TV advertising across all networks, and we have PR campaigns through the Christmas gift guides and social media.

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REVIEW

AUTUMN FAIR

Fair play This year’s Autumn Fair was a busy one. Toys n Playthings met exhibitors and visitors to Birmingham’s NEC to find out how the show went for them

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usy, busy, busy. A pattern emerged It’s really speaking to the valuable and exhibitors at this year’s Autumn Fair, which important for us ran 6-9 September. to have a From the time the presence here at Birmingham NEC’s doors opened on Sunday, Autumn Fair at traditionally the day for such a crucial independent retailers to visit time of the year the show, a steady flow of David Harms, Green buyers, retailers and more Board Games spread out across Hall 5.

Green Board Games had a fresh outlook for this year’s show, and a new stand filled with new products. David Harms, Marketing Executive, said the team had had a great time meeting new people at the show.

“It’s really valuable and important for us to have a presence here at Autumn Fair at such a crucial time of the year, and it’s been really fun to meet everyone visiting the stand. Our new licensed Mr. Men and Little Miss BrainBox has really taken off, proving this to be a great place to David Harms from Green

”

Board Games at Autumn Fair

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showcase new product in the run-up to Christmas.”

Rachel Wyatt was enjoying her first time at the show in her new role as National Account Manager at Cheatwell Games.

“It’s been lovely to experience my first visit to the show with Cheatwell Games,” she told TnP. “We’ve been really pleased with the visitors to the stand so far. It has been the usual good mix of new and familiar faces, independent retailers and some nationals. It always helps when sales are good and we’re thrilled with what we’ve written up on the show floor so far.”

Over on the KidKraft stand, the team was busy showcasing new product at their final UK show of the year. “We have lots of new products with us this year, including our very first costumes - a brand new category for us,” said Sales Manager Benelux and UK, Friso de Lange. “We’re based in Amsterdam, so Autumn Fair is a fantastic way to meet up with our UK customers to finalise those Christmas orders.

We’ve had a lot of independent retailers on the stand, and they’ve been taking advantage of our show exclusive deals.”

Bigjigs was back with a brand new stand, brand new lines and even

some brand new team members.

“This is the first show that our new Sales Representative Debbie Stanley has been here with us,” Carole Bradshaw, National Sales Manager, told us. “Another new staff member, Lucy Roud, is with us, and its her first toy show - it’s been a great place for her to cut her teeth.

The calibre of customer we’ve had has been fantastic, with lots of preorders for christmas. The icing on the cake is our colourful new stand!”

Winning Moves’ Head of Marketing, Suzie Howes told TnP the team had been busy welcoming lots of new independents onto the stand.

But what were they after?

“Minions, which has been phenomenal for us, and Game of Thrones,” said Suzy. “Many retailers have already sold out of their initial Game of Thrones orders, so there have been plenty of repeat orders for Christmas. A combination of classic games like Monopoly and Risk with such a huge license makes it a real winner.”

Over on the Tobar stand, Sales and Marketing Executive, Chris Dixon, told TnP that even with its biggest stand to date, the Tobar stand had been buzzing from first to last.

toysnplaythings.co.uk

DON’T MISS… We bring to the fore a selection of the hottest and newest products that will help you sell more. Buyers and retailers, get in touch with your sales contacts a quick as you can!

Product: Rory’s Story Cubes Batman Company: Coiledspring Games Tel: 020 3301 1160 Web: www.coiledspring.co.uk

Product: 3D Magic Maker Company: Mookie Tel: 01525 722 722 Web: www.mookie.co.uk

Product: i-Que Intelligent Robot Company: Vivid Tel: 01483 449 944 Web: www.vividtoysandgames.co.uk

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2014

Product: Our Generation Lily Anna Deluxe Doll Company: John Crane Ltd Tel: 01604 774949 Web: www.john-crane.co.uk

Product: Pull Back Aeroplanes Company: Tobar Tel: 0844 573 4299 Web: www.tobar.co.uk

Product: Who’s Got Ron? Company: Who’s Got Ron? Email: paul@whosgotron.com Web: www.whosgotron.com

Product: Fisher-Price Dance & Move BeatBo Company: Mattel Tel: 01628 500 000 Web: www.fisher-price.com

Product: Bath Foam Cone Factory Company: Tomy Tel: 020 8722 7300 Web: www.tomy.com

Product: 007 - Top Trumps Company: Winning Moves Tel: 0207 298 9507 Web: www.winningmoves.co.uk

OCTOBER 2015

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BRANDS IN FOCUS TV With licensing in the spotlight in the run up to BLE, we look at some of the biggest entertainment and character brands featured on TnP TV

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he toy market is one of the brightest and busiest licensed consumer product categories, especially when it comes to entertainment and character brands. So it’s no surprise that TnP TV has welcomed some of the world’s biggest brands to the studio over the past nine months.

From Disney’s Star Wars to Hasbro’s MY LITTLE PONY, Sanrio’s Hello Kitty, and pre-school phenomenon Paw Patrol, TnP TV is a valuable resource for everyone in the industry. Each week you can discover how the most recognisable brands and characters are Party people Amscan’s licensed Airwalker balloons being transformed into the toys, gifts, partyware and greetings cards you stock on your shelves - and hear from the companies behind the products.

“With so many strong movies and TV series this year alone, coupled with established brands that continue to sell, the licensed toy sector has real momentum at the moment,” says Mirella Anstey, TnP Editor-in-Chief and TnP TV presenter.

Early years development with the Thomas & Friends Sorting Box “On TnP TV, we put those character brands and the consumer products they inspire in the spotlight. We’ve already welcomed 40 of the industry’s leading and most creative companies and more than 100 products to TnP TV, so stayed tuned for more as we bring you the latest licensed toy innovations.”

TnP TV airs every week and is DC Comic’s Justice League figures from Schleich delivered directly to your inbox as well as being available on www. toysnplaythings.co.uk.

The only way to be a part of TnP TV is to get in touch with Ryan Horwood now on 01442 289930 or ryan@lemapublishing.co.uk.

Danilo founder and Chairman Laurence Prince shares a joke with Mirella

OCTOBER 2015

The Force is with Flair’s lightsaber toy-decoration

DKL’s Hello Kitty Hama beads ar purr-fect

Pre-school hit Paw Patrol hits the toy aisle

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LICENSING

NEWS

Going underground!

Who you gonna call?

Having recently branched into the homewares sector, Underground are a busy lot, especially when you consider that one Underground product sells across the world every five seconds! The company hold the rights to an impressive portfolio of brands including g Star Wars,, Doctor Who, Marvel, Sherlock, Ghostbusters and more. Originally becoming well-known for their talking key chain products In Your Pockets and Pocket Pals, Underground have built a very reputable name expanding into the world of high quality stylised talking plush and many other categories.

Underground joined forces with Funko at the end of 2013 in an exclusive partnership across Europe. Partnering on licensing and distribution, Underground continues to deliver the extensive portfolio across Europe including ranges such as Pop! Vinyl, Fabrikations, Vinyl Idolz and more. For information or to book an appointment at Brand Licensing Europe, contact Robyn Cowling, Licensing Director on robyn@underground-toys.com

Mattel have signed as global master toy licensee for the upcoming Ghostbusters flick.

Rocket Licensing will be managing the UK and Ireland licensing campaign on behalf of Sony Pictures, with the film scheduled to appear on screens worldwide in July 2016.

Along with Mattel as global master toy licensee, in the first phase of the UK licensing campaign Rocket is targeting publishing, apparel, nightwear, underwear, social stationery, stationery, confectionery, gifts and homeware.

Mark Caplan, SVP, Global Consumer Products, Sony Pictures Entertainment, says: “Of the top film events of the coming year this is possibly the one that has the highest levels of awareness — from both filmgoers and the licensing community. We’re looking forward enormously to bringing the new Ghostbusters to a waiting world and delighted that Rocket, with its excellent work on the Classic brand, will be building the licensing campaign for the brand in the UK and Ireland.”

COFFEE BREAK Andy Friess, Toy State’s President and SVP of Global Marketing, talks to TnP about the company’s hero licensed lines, when retailers can expect to see product from its partnership with Warner Bros. Consumer Products and more

Tell us about Toy State’s licensed offering in EMEA? Toy State is very pleased to offer a strong lineup of licensed products, throughout EMEA, to complement our flagship Nikko and Road Rippers brands. We believe that every company needs strong house brands to form a solid foundation. However, assembling a portfolio of highimpact global licensed brands is a major asset, as it provides the point-of-difference that propels you ahead of the competition.

Which properties do you focus on?

With our roots being in wheeled toys, Toy State had typically gravitated to vehicleinspired properties.

However, we have recently expanded our licensing targets to encompass brands with great characterfocus and personality, where we can let the vast design expertise and

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“

I’ve been in conversation with Warner Bros.

Consumer Products for nearly four years...

I couldn’t be more thrilled to be working with this exciting property!

creativity of our product development teams really shine. We are supremely confident in our ability to create compelling toys that will generate strong retail sell-though. Our focus is on finding exciting properties, with global appeal, to provide the inspiration for these great toys. DC Super Friends is a perfect example of this, with more to come very soon!

What are your hero licensed lines at the moment?

Currently, our Caterpillar and Hot Wheels brands are the shining stars of our licensing portfolio. We’ve been working with Cat for nearly 14 years and have grown the line from traditional ‘lights & sound’ toys to now include products within the remote control, pre-school and diecast categories, as well as our new Machine Makers construction category line. It’s a programme we’re very proud of, and we look forward to continuing this growth. Hot Wheels is a new addition for us this year in EMEA. Initial results of the line have been quite strong, and

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licensing T O D A Y

W O R L D W I D E

It’s always awesome Warner Bros. Interactive Entertainment recently revealed Endless Awesome the launch trailer for LEGO Dimensions, the forthcoming entertainment product that merges physical LEGO brick building and interactive console gameplay.

LEGO Dimensions will allow players to not only experience worlds based on DC Comics, The Lord of the Rings, The LEGO Movie LEGO Ninjago, Back to the Future, The Wizard of Oz, Scooby-Doo!, LEGO Chima, Doctor Who, Jurassic World, Ghostbusters, The Simpsons, Portal and Midway Arcade , but also combine different characters and re-buildable vehicles and gadgets from these worlds in any way that they choose – there are no rules.

The LEGO Dimensions Starter Pack includes the videogame, bricks to build the LEGO Gateway, three LEGO Minifigures including Batman, Gandalf and Wyldstyle, plus the LEGO Batmobile, and the revolutionary LEGO Toy Pad. The Toy Pad allows players to transport LEGO Dimensions minifigures and models into the game, as well as control in-game action and solve puzzles by moving the physical toys. Plus, every LEGO vehicle and gadget in LEGO Dimensions can be physically rebuilt twice, for a total of three different objects, each with unique in-game abilities, which adds massive variety to the gameplay.

A new LEGO Dimensions YouTube series was also launched on the game’s YouTube channel. The weekly video series will help fans learn more about the game and will serve as a destination for unboxings and insider information. New episodes will go live every Thursday, and will focus on a unique theme beginning with the first ever Starter Pack unboxing.

It launched on 29 September, 2015 and LEGO Dimensions will be available for all major home videogame consoles.

based on 2015 sales performance, we are confident that our Hot Wheels line will be a very strong performer for many years to come!

In terms of putting a licence on a Toy State product – what is your collaborative process with the licensor?

We work hand-in-hand with our licensing partners to design product ranges for all new licence rights we secure. This creates a true partnership, and ensures that development remains both on-brand and in-line with current and future licensor objectives. The open exchange of ideas at the initial stage, and throughout the partnership, is the key ingredient for any successful licensing relationship.

Toy State recently announced a partnership with Warner Bros.

Consumer Products for a DC Super Friends range – how did that come about?

I’ve been in conversation with Warner Bros. Consumer Products for nearly four years. Warner Bros. and DC

OCTOBER 2015

Comics have developed a strong roster of globally iconic characters, and we were confident that Toy State could develop a great toy line around these personalities. Finally, at last year’s BLE, after many discussions and much hard work by both companies, we came to a tentative understanding for the direction of the new DC Super Friends remote control line.

I couldn’t be more thrilled to be working with this exciting property!

The range will be distributed under your Nikko brand but when can we expect products to hit the shelves?

Product can’t hit retail shelves soon enough for our liking! We’re currently planning for a July on-shelf launch of the line. Fundamentally, the packaging will reflect the look of the DC Super Friends brand, with Nikko as its co-brand. We’re excited about this combination, as it allows us to fully utilise the recognition of DC Super

PAMMEE MAKES HER MARK Aurora World is now offering one of its most popular characters from the YooHoo & Friends range as a standalone license.

Pammee is part of Aurora’s 40 million selling plush range, and will break out into her own brand under the title of Pammee Boutique. Aurora will complement this with a dedicated Pammee plush line, Princess Pammee.

Aurora World is initially targeting licenses in the apparel and accessories categories.

Friends branding and the strength of its characters, while also tapping into Nikko’s 60 years of equity in the remote control space. It’s the best of both worlds, and we see this as a fundamental ingredient in success of the line.

Do you have any other exciting plans for your licensed ranges in EMEA that you would like to share with us?

At Toy State, we believe that when you are standing still, you are falling behind. With that said, there’s always something new on our horizon. The past few years have been exciting times for the Toy State product portfolio with the key additions of several new global brands. In keeping with this direction, we look forward to soon announcing exciting news regarding new additions to the Toy State brand roster!

Visit www.toystate.com for more information on the company

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LICENSING OPINION KELVYN GARDNER

Spreading the word H

ow was your Force Friday? If the world did not know about Star Wars Episode VII before 4 September, they certainly would have been at least nudged when we got there.

There was pretty blanket coverage of everything, from the ‘rolling unboxings’ that crossed the world at regular, appropriately time-zoned intervals on YouTube, to the TV, radio and print media joining enthusiasts at the many midnight openings where the actual merchandise could be purchased for the first time.

We were pretty busy at LIMA, too. A story as big as Star Wars gives us a rare chance to get the business and consumer press interested in our everyday pursuit - licensing.

Accordingly, in the build-up to Force Friday our PR agency, MWW, pitched licensing stories far and wide. I’m pleased to say that we got some excellent results.

Maybe you even caught some of them? The process began with a call from BBC Radio 1 Newsbeat on Wednesday afternoon with a request to go down to BBC studio in Portland Place first thing Thursday morning. So, unusually

for me, I found myself with Milton Key ynes commuters on the 7.31am to L London Euston on Thu ursday morning.

This was my first visit to the shin ny new BBC Portland Place building, and mighty impressive it iss. Within ten minutes I was sitting in one of several Radio 1 sou und studios doing the interview.

The e journalist, it transpired, was a bit of a Star Wars fan herself.

We e talked about many issues surrounding movie licensing, not justt Star Wars, but also Minions,

“

It’s all over in a flash, and it’s only when I’m back in my hotel for a belated breakfast that I remember I’m still plastered in make-up. I managed to avoid any funny looks

”

Fro ozen, Jurassic World and even Paddington.

The programme was broadcast shortly after midnight on 4 Friday, and a print version also went on the BBC website.

Back to the office for me and shortly afterwards I did a phone interview with Marketing Week on the subject of the day. We’re constantly trying to persuade more marketers to see licensing as part of the mix, so it’s very good news when we get the chance to address the topic directly in a leading trade magazine.

No sooner is that done and dusted than the ‘big one’ turns up.

I’m invited by the BBC to appear ‘on the sofa’ on Friday morning’s BBC Breakfast Time. Although I

have to confess that I’m a Radio 4 man in the mornings, my wife is a Breakfast Time fan so I’ve often caught the show on waking.

This interview will take place at 7.45am, so later the same day I’m on another train this time heading north to the new BBC complex in Media City, Salford to stay overnight.

As it happens I know this area quite well. I’ve not been to the BBC before but Media City has a carpark a handy walk away (across the canal) from Old Trafford.

I’ve been to the ground to see some top rugby matches, including Australia v New Zealand in the 2013 World Cup final. I find it mildly amusing to have to visit BBC studios at either end of the country on the same day. Waking up early on the Friday morning, it’s a five-minute stroll to the BBC studio, equally as impressive as the London location.

For a live interview, I’m sent to make-up, first, to obliterate any ‘camera-shine’, then wait patiently outside the compact set itself to be called. The interviewer, Ben, comes out to make introductions and to go over the material we will discuss on-air. Sporting a lapel mic, I’ve walked onto the set and on cue, Ben starts a two-minute piece including my interview.

It’s all over in a flash, and it’s only when I’m back in my hotel for a belated breakfast that I remember I’m still plastered in make-up.

I managed to avoid any funny looks, and ended my ‘press day’ by supplying a Star Wars licensing quote for The Sun. A fun and thoroughly satisfactory day for our licensing mission.

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

toysnplaythings.co.uk

TNP T

LOOKS S BAC BACK

Step back in time TnP MD Malcolm Naish looks back at some of the events and news stories that made the pages back in October 1985, 1995, 2005 and 2010 October 2010 Volume 30 Number 1

OCTOBER 2010 • Encouraging news from NPD that sales are up 8% for the first eight months of the year having now caught up with the levels prior to the demise of Woolworths. Already, Toy Fair 2011 is totally sold out.

• Happenings in China continue to concern us as their government has decreed that wages will be increased by a guaranteed 20% per annum for the next five years, plus a groundbreaking ‘right to strike’ law that will see workers given the right to approach management to talk about wages and working conditions and, if a suitable compromise is not reached, it’s ‘everyone out lads and lassies’.

Check out the Disney magazine supplement for all you need to know on our fantastic franchises!

• Gary Grant resigns as chairman of the TRA. What forces Gary’s hand is that the TRA take a dim view of its chairman opening his own store in Horsham, Surrey, where there is already a Toymaster member.

• Argos three-for-two week-long promotion shifts more than two million units.

OCTOBER 2005 • The big news was Youngster’s announcement that they had acquired the Sadler Brothers retail group Toyworld comprising 22 megastores. At the time it was considered an encouraging acquisition for Youngsters but, as we all know, it eventually went wrong.

• We report the death of Charles Neufeld, the founder of Bendy Toys – a firm that in its time that was among the top 10 of British toy companies for many years with a genuinely inventive product created by Charles.

• We go live with our first website to excellent reaction from the industry.

• Malcolm Rose retires from his job with Mookie Toys, having spent his entire working life in the toy industry.

Colleagues from around the world come to wish him well in his retirement.

• Asda’s decision to slash its prices on toys is roundly criticised by the independents – so what’s new?

• One of the nicest gentlemen in the toy trade, John Maitland, resigns his position as Famosa’s UK MD after 14 years. Many of us have enjoyed Famosa’s hospitality at their Spanish HQ in Onil near Alicante.

OCTOBER 1995 • Sadly, Bob Scott of Toymaster fame passes away. His brave five-year fight against the big C is over and we all mourn the passing of another toy trade gentleman.

• Hasbro and LEGO are returning to the Toy Fair for 1996 and the retailers we speak to are happy with this.

• We run a two-page article on Windows 95 – this just shows how up-to-date we all are at Toys ‘n’ Playthings. Our columnist poses the question “Is it all just hype or does the release of Windows 95 mean a real breakthrough?”

• It appears that neither supplier or buyer seem to want to hold much stock, this being driven by the public’s fickle feelings that they should leave everything to the last minute when it comes to Christmas buying. This of course, all means that there will be many shortages of key product in the build up to Christmas.

OCTOBER 1985 • We start our fifth year in business and I thank all our loyal friends for their support, move on 30 years and we are still going strong in what is a most competitive market-place.

• LEGO decide that DUPLO should be set up as a brand alone and employ a certain national accounts manager. Answers on a postcard please. (Mike Barratt pictured) • The Government are keen to overturn the Sunday trading rules next year with early new year legislation to clear the way.

• I loved the quote from Alan Caswell of the Arcade toy shop when asked what were his best-selling toys for this coming Christmas: “Mostly the things you can’t get hold of.”

• The retailers we spoke to about Sunday opening were in the main against it, but resigned to the fact that it will become law and that they will have to concur in order to compete with the High Street majors and out-of-town grocers.

• Our Toy Fair room rate for the Kensington Hilton is just £46 – a bargain.

OCTOBER 2015

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