Progressive Party Europe July/August 2023

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MAX PUBLISHING THE HOME OF MARKET LEADING TRADE MAGAZINES March/April 2013

I

f you receive the partyworldwide. net newsletter (and if you don’t, get signed up now for all of the industry’s latest news and views), you’ll have noticed that the world of party is now readying itself for Halloween 2023. We’re hearing plans for the opening of Spirit Halloween in the US, as well as sneak peeks of this year’s animatronic ranges, and new releases being unveiled.

But as I write this, we’re almost into the school summer holidays, and Halloween seems a lifetime away. As an industry we’ve already experienced some events providing welcome boosts in sales this summer. The sun shone on Glastonbury and thousands attended the Harry Styles and Elton John tours over recent weeks, which all provided some unconventional opportunities for dress-up retailers (think feather boas and sparkly jumpsuits).

Reacting to those sometimes unexpected trends is something that Funiglobal prides itself on. We chatted to ceo Carlos Larraz in this issue to find out how data and analysis are at the heart of the business and how the strategy, along with a large portion of licensing, has helped it grow to a €26 million company in just 12 years.

His online only model may push the boundaries of the traditional party market, but it’s working well so far.

Elsewhere in the issue, we hear from the National Costumers Association’s Ed

Avis, who is offering tips for retailers to make the most out of the all-important Halloween season; while we find out more about Opposuits co-founder Jelle van der Zwet in the executive profile.

For a special roundtable feature, PPE sat down with some key figures from the industry to discuss sustainability and how the party sector is navigating the issue, how it’s affecting both retailer and consumer buying decisions, and what the challenges are for party businesses.

There’s also a focus on group costumes as the hen and stag do season continues, and a closer look at licensing in the party industry, including trends, hot properties, and more.

Our next issue is the annual Progressive Halloween edition and we would love to hear from you about all things scary as we ready for the industry’s moment in the spotlight. So do get in touch with Katie katierm@ max-publishing.co.uk or Rob robw@ max-publishing.co.uk if you’d like to get involved, and as always, keep us up to date with all of your news, views and insights. We love to hear from you.

THE HOME OF EXHIBITIONS

THE HOME OF MARKET LEADING TRADE AWARDS

EDITOR

@Prog_Party_Eu www.partyworldwide.net

MEET THE TEAM

editor KATIE ROBERTS-MASON

katierm@max-publishing.co.uk

publishing director ROB WILLIS

robw@max-publishing.co.uk

advertisement manager JO PILCHER jop@max-publishing.co.uk

Max Publishing Ltd, United House, North Road, London N7 9DP • T: 020 7700 6740 www.max-publishing.co.uk • hello@max-publishing.co.uk JULY/AUGUST 2023 PROGRESSIVE PARTY EUROPE

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Europe’s newest responsible sourcing show.

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WHAT’S

INSIDE 08

24

17

31

News: What’s happening in the world of party

Executive Profile: Jelle van der Zwet, co-founder of Opposuits

35

21

38

The Big Interview: Funiglobal

31

35

Sector Focus: Group costumes

19

Ed Avis: Letter from America

24

Round Table: Discussing sustainability in the party industry

Sector Focus: Christenings, gender reveals & new arrivals

Sector Focus: Licensing

Copyright © 2023. Whilst every effort has been made to ensure the information in this magazine was correct at the time of publication, the publishers cannot accept legal liability for any errors or ommissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text. Views of contributors do not necessarily reflect those of the publishers.

ISSN 2058 797X

38 To be featured in the next edition of Progressive Party – the exciting PROGRESSIVE HALLOWEEN edition please contact:

tion Publication sive Party Publica A Progressive Party A Progres

Rob Willis robw@max-publishing.co.uk Jo Pilcher jop@max-publishing.co.uk 30/09/2022 13:12

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PARTY

JULY/AUGUST 2023

TOP STORY

Gemar Experience days head to UK wholesalers this summer In the ever-evolving world of balloon artistry, staying ahead of the curve is essential. Gemar UK understands the importance of hands-on learning, creative inspiration, and building strong networks, which is why the company is introducing Gemar Experience Days—a unique opportunity for businesses to engage with influential balloon stylists, Gemar Balloon masters, and like-minded delegates.

Gemar Experience Days offer a one-ofa-kind face-to-face event where balloon enthusiasts come together to create balloon displays under the expert guidance of renowned industry instructors. This experience takes place in a relaxed and fun environment, allowing delegates to enjoy every moment of their creative journey.

To book please contact your local professional balloon wholesaler. Look out for dates between now and November at: T Balloon Market T Go International T Pro Balloon Shop T Greetings House T Tiger Feet

T M Sulemans T Up Up and Away T Blush Wholesale Mark Drury, director, Gemar UK, commented: “Gemar Experience Days represent an unparalleled opportunity for delegates to elevate their balloon businesses. From exploring Gemar's product range and learning new techniques to networking with industry peers and drawing inspiration from balloon heroes, these immersive experiences offer a transformative journey for delegates.

Don't miss the chance to be part of these exclusive events and unleash your creativity with Gemar Balloons.”

Halloween and Costume Association announces Virtual Buying Week Registration will soon begin for the HCA event – a new virtual platform designed to connect buyers and sellers in the Halloween industry.

The new event provides a convenient and efficient way for industry professionals to schedule appointments and explore business opportunities by providing a streamlined and user-friendly appointment setting platform, accessible from anywhere.

The week empowers HCA members to arrange meetings with buyers while also enabling buyers to connect with members from 5-7 December 2023, from 07:00 to 19:00hrs EST. Solely dedicated to appointments, optimising the buying process for all parties, members can engage in 30 or 60-minute meetings using an intuitive platform.

The event is free to both buyers and sellers who are HCA members. Non-members are encouraged to join HCA and take advantage of the event, as well as a variety of yearround membership benefits.

Gregor Lawson, Halloween and Costume Association Chairman and co-founder of MorphCostumes, commented: “We are pleased to continue our Virtual Buying Week, an initiative born during the Covid pandemic but sustained due to its exceptional value to our members and buyers. Last year it facilitated more than 250 connections, underscoring its reach and effectiveness.”

For more information about the Virtual Buying Week, interested parties are encouraged to visit the HCA website www.hiaonline.org/page/vbw2023.

Left : Virtual Buying Week will run from 5 to 7 December 2023.

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Above: Gemar Experience Days will take place at wholesalers between now and November across the UK.

Boland launches new inflatable range Summer is well and truly upon us, so Boland has introduced a brand new range of Inflatable props to enhance summer parties or visits to favourite festivals.

Amongst the many items are inflatable fish, guitars, treasure chest and to release any built up harmless tension, sets of boxing gloves, various swords and a swat gun.

Above: The inflatables range includes a rock guitar – perfect for festival dress-up.

For the latest news visit PartyWorldwide.net

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PARTY NEWS

TOP STORY

Pioneer Europe hires new business development manager Robert Nutt has joined the team following ten years running a Qualatex Balloon Boutique store.

Michelle Comerford, head of sales at Pioneer Europe, said: “I am pleased to announce that Robert Nutt has joined our team as business development manager for the Midlands/ North. Rob has been in the balloon industry for over 10 years as a successful business owner of One Stop Party Shop in Leamington Spa, one of our Qualatex Balloon Boutique stores.

“Rob already has a great knowledge of our products and a wealth

of experience to share so we are very excited to have him join the team”.

Rob added: “After being a Qualatex customer and a member of the QBN programme for over 10 years, I'm thrilled to be taking the step to join such a well-respected and friendly company. I'm looking forward to using the knowledge I have to grow the business in the Midlands and North and can't wait to get out and meet all the customers in my new area.”

World Book Day hires commercial partnerships manager Maya Maraj will report to chief executive, Cassie Chadderton in a new role for the company.

Maya will lead the development of commercial partnerships and licensing for World Book Day, welcoming companies who share the charity’s commitment to changing lives through a love of reading.

In the new role, Maya will work proactively to reach and engage those who would like to join the World Book Day celebrations and support the charity to achieve its mission to promote reading for pleasure and offer every child and young person the opportunity to have a book of their own.

With over 30 years experience across publishing and licensing industries, Maya has managed a diverse portfolio of brands and artists both as a licensee and licensor. Her work includes leading the film and TV department for Penguin’s Disney portfolio, as well as managing licensing at 19 Entertainment, and more recently, roles at Scholastic and Sweet Cherry Publishing.

Cassie Chadderton, ceo of World Book Day, commented: “We would love to hear from commercial companies who want to work alongside us to make sure that more children across the UK and Ireland have the opportunity to develop a love of reading for pleasure.

“Maya brings a wealth of experience to our charity, at a time when we are looking to expand our influence and impact.

Her appointment gives us the opportunity to welcome potential partners to the World Book Day celebrations, at a time when our mission has never been more vital.”

Maya added: “It’s an incredibly exciting time to join World Book Day, when the charity is focusing on creating more meaningful long-term commercial partnerships. My experience across brand management and licensing will open doors to new opportunities, while cementing – and deepening – longstanding relationships.

“There is a huge opportunity to engage more organisations and brands commercially in World Book Day, to help increase its relevance and reach key audiences. I’m really looking forward to working with the team and starting conversations with interested parties.”

Above: Rob will be looking after the Midlands and the North in his new role.

Opposuits launches metallic trio The Tiger Shiner shirt features a shiny gold glow, combined with the feral tiger stripes, making it an instant 'best wardrobe winner' and is the best option for people who want to make the dance floor their jungle kingdom.

The ocean is filled with beautiful sea life, covered in shiny scales that illuminate in the moonlight. The Fancy Fish shirt replicates that when the disco lights shine bright on splashing, groovy moves.

Be the disco ball on the dancefloor with the new Discoballer shirt. Sparkle and glow bright in this shiny shirt, shimmery silver with the square grid. Discoballer is for those who have a nostalgic heart but fearless confidence because all eyes will be on them.

Below: Opposuits new shirts will be the talk of any party.

Above: Maya brings a wealth of knowledge in licensing and publishing to the role.

For the latest news visit PartyWorldwide.net

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PARTY NEWS

TOP STORY

Palmer Agencies unveils new trade website

Below: The new site is easy to navigate with an intuitive ordering system.

The new fully functional site has been designed to empower Palmer Agencies’ customers, offering realtime stock availability, an easy-to-understand ordering system, and all the product information needed ‘to run a 21st century business in the 21st century’.

The much-anticipated trade site is now live after a few months following upgrades in Palmer Agencies’ computer systems running the accounting and stock management. The premise the website has been designed upon is simple in its wording, yet complex in its execution.

Premise: ‘Palmer Agencies’ website must be modern, easy to use, intuitive in its functionality, with a distinctive clean design and reliable in its performance and ordering system; whilst offering stock level information for the 2,000 references and making the online ordering experience a usable process, where all relevant information is displayed in a clear, unequivocal manner on all platforms, including a mobile friendly approach.’

Palmer Agencies’ site is available to all registered users who have confirmed their interest in accessing the new online information and ordering solution.

Product information is clearly laid out and ranges from item number, description, contents, dimensions and weight of each item, barcode(s), manufacturer’s reference code, images, links to videos, image download capability, stock situation, availability to order as a backorder (clearly spelled out).

The ordering system is intuitive, and grows organically as items can be found by category, item description, or item code. Items that are sold in packs (6s, 12s…) can only be ordered in multiples of the pack quantity, etc.

Party Pieces collapsed owing £2.6 million The business owned by Carole and Michael Middleton fell into administration with a shortfall of around £2.6 million owed to suppliers, lenders and in tax.

The company, which was sold to entrepreneur James Sinclair, in a pre-pack administration deal, blamed the pandemic and the cost-of-living crisis for its demise.

Sales fell to £3.2 million last year, from £4.5 million in 2021, with a net loss of £900,000 before tax as a result.

Administrators at Interpath Advisory reported that they were hired to oversee a rescue sale after previous takeover attempts were unsuccessful. The report said Party Pieces had an estimated £197,739 worth of assets to return to preferential creditors.

Party Pieces was, however, £2.59 million short of what it needed to pay its debts, according to the filings. The company, which only had 12 staff at the time of its administration, owed £612,685 in tax. Debts included £218,749 to the Royal Bank of Scotland for a Covid business interruption loan; while creditors including Royal Mail, Google and Solihull Moors Football Club, were owed £456,008.

Left: Party Pieces was bought in a pre-pack administration deal earlier this year.

For the latest news visit PartyWorldwide.net

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Sergio Battaner, sales and marketing director at Palmer Agencies, commented: “This new ‘weapon of market disruption’ puts us at the forefront of customer service in the market and empowers our customers to deal with our company in the manner that is more comfortable for them. The new capabilities brought by the new website allow us to be part of the modern market landscape with a 24/7 tool that, to date, has received quite a lot of praise from its users, our customers.

“Our customers and their needs were always the guiding principle in its design.

Yes, we’ve had headaches in the design stage when, at times, it seemed the computer system would not allow to perform our requests but, I’ve always been a firm believer that ‘systems work for people, and not the other way around’.

“The recipe to a good clean, easy to use, modern, mobile friendly, usable and value adding website are an excellent and committed technical team, with high doses of wit and large servings of common sense. I could not be any prouder of the effort made by everyone at Palmer Agencies and our IT lead and partner.”

Disguise adds new Transformers movie to licensed offering Disguise has signed worldwide rights to design, market, manufacture and distribute costumes and trunk-or-treat kits for Transformers: Rise of the Beasts.

The new line-up for the movie, which premiered globally on 9 June, 2023, includes classic characters Optimus Prime and Bumblebee, as well as newcomers Rhinox, Optimus Primal, and Cheetor.

The brand has been a significant contributor to Disguise’s retail success and, after years of collaboration and development with Hasbro, Disguise is confident that the new line will be a hit.

Tara Cortner, president and gm of Disguise, commented: “Disguise is immensely proud of our long-standing relationship with Hasbro, having collaborated on Transformers for several decades and achieving consistent success at retail year after year.

“I’m confident the success of Transformers: Rise of the Beast will make the costumes a must-have for dress-up this year around the globe. We look forward to continuing to work with Hasbro and bringing these beloved characters to life for years to come.”

The range will hit stores in North America, EMEA, ANZ and LATAM this autumn.

Above: The Transformers brand has been a significant contributor to Disguise’s retail success to date.

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PARTY NEWS

TOP STORY

Palmer Agencies reveals new 2023 Carnival, Halloween and party catalogue

OppoSuits appoints key account manager OppoSuits has appointed Edwin Klein as a new key account manager. Due to increasing business in the party and fashion segments, with new categories such as shirts, onesies, coats, ties, sweaters and socks, it was essential for the company to grow the team.

Jelle van der Zwet, cofounder, commented: “Edwin has been involved in the company from the sidelines since the very start and knows the brand and its DNA inside out. His sales

background is in the flower export business (how very Dutch!) and we are confident he can take our sales efforts to a new level by focusing solely on the party side of our business within Europe.”

Above: Edwin Klein will focus solely on the party side of the Opposuits business.

Rubies signs Gabby’s Dollhouse Featuring Gabby, Mercat and Cakey Cat, the collection is set to join Rubies’ portfolio of licences and brands globally.

With four complete costumes, including dresses and headbands in each, all finished off with a highly realistic all-over print, the dress-up is ideal for early years. The costumes include a Gabby Tutu dress based on the main character’s outfit, a Gabby and Pandy Paws costume, A Cakey Cat Tutu dress and a Mercat Tutu dress, each with a corresponding headband.

Pete Silver, head of sales at Rubies Masquerade UK, commented: “As we add yet another licence to our catalogue, Gabby’s Dollhouse is set to be one of the most exciting yet. With loyal fans ranging from preschool to primary years from across the globe, this versatile licence is paving the way for four new, innovative and fun costume sets from us.”

The range is available now and new product is in development for 2024, strengthening the range and brand, aligning with Rubies’ 365 strategy. The new range will launch in EMEA in time for peak season including World Book Day in the UK and Carnival in Europe.

Since the debut of DreamWorks Animation’s hit series Gabby’s Dollhouse, kids around the world have been having one big sprinkle party with Gabby and all her kitty friends. Created and executive produced by celebrated storytellers Traci Paige Johnson and Jennifer Twomey, Gabby’s Dollhouse is a mixed media preschool series.

Over 230 pages of products, 300 new references to suit all tastes and specialising in Halloween, the new catalogue comes with Palmer Agencies’ largest décor selection, with bigger, bolder, and more striking products than before.

Palmer Agencies is the main distributor throughout Europe for Halloween stalwarts, Fun World, and the catalogue shows its outstanding décor range, quality costumes and cuttingedge accessories, as well as the biggest ever offering of Ghost Face merchandise.

Also featured is Cinema Secrets’ wider, more comprehensive range of latex and foam prosthetics (new for 2023), and Trick or Treat Studios’ popular licences like Michael Myers.

Below: The new Palmer Agencies catalogue features a wide range of new products.

Left: Gabby’s Dollhouse is the latest brand to join Rubies’ licensed line-up.

Party City partners with Uber Eats A new partnership will bring party supplies and more to customers in the US, as Party City becomes the first celebrations retailer available on Uber Eats.

Hundreds of Party City stores across the US will be available to shop through the Uber Eats platform. From balloons to pinatas and paper goods, customers will be able to shop for Party City products and have them delivered to their door. Uber One members will benefit from free delivery and a 5% discount on orders over $15.

All consumers will benefit from up to 40% off their next Party City order of $20 or more with code TIMETOPARTY. Christian Freese, head of grocery and new verticals for Uber Eats in the US & Canada, commented: “As we head into summertime, there’s so much to celebrate, and at Uber Eats we’re always looking for ways to

For the latest news visit PartyWorldwide.net

News Pages.indd 7

‘bring the party’. From festive decorations to party essentials, by partnering with Party City we can help America spend less time planning and more time creating memories with friends and family.”

“We’re always looking for new ways to provide our customers with a seamless and convenient shopping experience,” said Susan Sanderson, senior vice president of brand marketing at Party City. “We’re thrilled to partner with Uber Eats to expand on-demand delivery capabilities for our customers across the country. From the tiny event details to the full tablescape, this exciting new partnership with Uber Eats helps us achieve our goal of being there for all the ways you celebrate.”

Above: Party supplies will be available on demand following the new partnership.

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gressive Party!

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@palmeragencies

 palmeragencies.com

instagram.com/palmeragencies 20/07/2023 12:56

PARTY NEWS

TOP STORY

Spirit Halloween to hire 40,000 staff for 2023 Spirit Halloween is on the hunt for associates and store managers to join its team this year. With a record number of locations expected to open in 2023, the retailer is looking to hire its largest seasonal workforce yet, with around 40,000 positions available.

Steven Silverstein, ceo of Spirit Halloween, commented: “This will be Spirit’s 40th season of bringing the mystique of Halloween to life and that starts each year with the hiring of our talented and enthusiastic associates and store managers.

“We look forward to welcoming back returning team members and introducing new employees to the Spirit Halloween family as we get ready for a truly unforgettable season.”

Above: Spirit Halloween celebrates its 40th anniversary in 2023.

The most popular kids party themes of 2023 revealed

New research from online party retailer, Party Delights, has highlighted the biggest kids’ party themes, based on sales data, on-site searches and Google search volumes.

Super Mario experienced the most significant uplift in search volume from 2022 to 2023, with an 86% increase in searches. This is largely due to the new movie released in April boosting the brand.

Barbie has also seen a surge in popularity ahead of the highly anticipated film starring Margot Robbie due for release this summer.

The film’s release has also impacted social media mentions, with Barbie amassing over 12 million hashtags on Instagram.

Harry Potter has been a popular party theme for almost 30 years now,

but the series now appears to have benefitted from a different avenue, with the release of the Hogwarts Legacy, which has proved to be a hit with gamers across the globe, contributing to a 59% uplift in search volume and over 34 million mentions on Instagram.

Batman also benefitted from a video game release with Gotham Knights being released last year, as well as the film at the beginning of 2022. That saw a 29% increase in search volume, as well as gaining the superhero just under 30 million Instagram tags.

Sarah Allsop, creative manager at Party Delights, commented: “It is no surprise to see the likes of Super Mario and Barbie become extremely popular with younger demographics again with the new cinematic releases this year.

“The release of a film featuring an iconic or well-known character always propels them back into the mainstream and from what we can see, that has very much been the case with these franchises.

“Similarly, it’s clear that the release of popular video games is also having this effect as Hogwarts Legacy, in particular, has proved.”

Disguise has partnered with Mob Entertainment for a new multiyear licensing agreement for North America and EMEA for the horror survival game, commencing autumn 2023.

Poppy Playtime is an episodic horror survival game which immerses players in a sinister tale. Players assume the role of a former Playtime Co employee, and as they delve into the shadows of the factory, their only goal is to survive the pursuit of vengeful toys.

Tara Cortner, president and gm of Disguise, commented: “Year after year, Disguise keeps expanding its collection of costumes in this ever-growing genre of episodic horror games. As the popularity of this genre continues to surge, we are thrilled to be a part of it.

“Our passion lies in developing costumes that bring kids, adults and fans into the world of their favourite characters, Poppy Playtime is sure to be a hit this year.”

Arsenio Navarro, Mob Entertainment’s director of business development and licensing, added: “Poppy Playtime is a pop culture phenomenon with a massive worldwide following, and, like other influential brands, has captured the imagination of the masses, inspiring fan fiction, cosplay, music videos, dance challenges and hundreds of house of gameplay commentary.

“We are thrilled to add Disguise as an official licensee to bring the Poppy Playtime universe to life for our fans. Get ready to dive into the heart-pounding world of Poppy Playtime and become Huggy Wuggy this Halloween.”

All Poppy Playtime costumes will be widely available at retailers in North American instore and online this autumn.

Below: Poppy Playtime is an episodic horror game with an army of fans.

Above left: Super Mario, Barbie, Harry Potter and Batman among the top kids party themes this year.

For the latest news visit PartyWorldwide.net

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Disguise signs multiyear licensing deal for Poppy Playtime

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EXECUTIVE PROFILE

Jelle van der Zwet, cofounder of OppoSuits, chats about surviving Covid, travel and copying ideas.

BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE LAST YEAR? How important IT infrastructure has been for us in recent years. It’s fair to say that we’re doing more sales and distribution channels with a smaller team compared to pre-covid.

Left: Jelle van der Zwet.

IF YOU COULD CHANGE ONE THING ABOUT THE PARTY INDUSTRY, WHAT WOULD IT BE AND WHY?

Oppo means fun

There almost seems to be a norm that suppliers are literally copying each other’s ideas, rather than taking inspiration to create something different and better. And I think whilst that happens in every market, I do think that because party is typically a generic category whereby the consumer is not necessarily loyal to a brand, that I think with more creativity and creating a brand, that companies within the party industry could stand out more.

WHEN DID YOU SET UP OPPOSUITS AND WHY? We started OppoSuits in 2012, but the idea was born when my business partner Jasper and I were backpacking in Vietnam in 2010, whereby we had some crazy suits made at a local tailor.

It took us a couple of years before we were ready to start the company with the idea we had and we found our other partner Guus to join us as a third founder.

WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY? It sounds cheesy but it has to be surviving Covid. We had to make some seriously tough calls early on and our cfo Manon played a crucial part in that. Surviving that storm and turning things around whereby we’ve grown into a much bigger business after Covid than before, has been a great achievement of which everyone within the company played an important part.

fashion and party and it’s interesting to see that retailers on the party side are not necessarily tied to just a ‘costume in a bag’ any more, but that they understand more and more that there’s a big group of consumers that is looking for different and creative products.

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN? Years ago when having dinner with a very experienced fashion / IP lawyer in New York who just loved our brand and product, kept telling me ‘Oppo means fun’. That kind of stuck with us and we’ve now expanded into many new apparel categories outside of suits whereby pretty much all of our products are all designed to reflect an element of fun whilst being fashionable at the same time.

IF YOU DIDN’T WORK IN THE PARTY INDUSTRY, WHAT INDUSTRY WOULD YOU WORK IN AND WHY? Probably commercial real estate because I became a qualified chartered surveyor in London only months after starting OppoSuits in 2012. I had been studying and working towards these professional qualifications at Cushman & Wakefield in the years prior to starting OppoSuits and I wanted to complete that in the event the idea for OppoSuits didn’t work out.

FAVOURITE PART OF YOUR JOB? Meeting and working with so many different people in many different places around the world is amazing and has provided some great travel experiences, but at the same time it can be rather stressful and nomadic at times too.

WHO IS THE UNSUNG HERO OF THE COMPANY? Our logistics, production and finance teams. They’re not at the forefront of the company, but those back office functions are obviously essential in order for our various sales channels and teams to be able to perform well.

WHAT IS THE BIGGEST CHANGE WITHIN THE PARTY INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT? It may not necessarily be the biggest change, but for us the most important change. We are positioned between JULY/AUGUST 2023 PROGRESSIVE PARTY EUROPE 17

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20/07/2023 12:57

COLUMNIST

I always encourage the members of our group, the National Costumers Association, to diversify their sales beyond Halloween, but nevertheless Halloween is still an essential season for most costume shops. With that in mind, here are six tips to maximise sales this Halloween.

Above: Ed Avis is the executive director of the National Costumers Association Contact him at executivedirector@costumers.org.

Planning now for a successful Halloween 2023 1. Help those who help themselves.

In other words, be sure to stock lots of accessories, make-up, fabric, used clothing, wigs, hair dye, mouldable materials and other items useful to customers who want to make their own costumes this year. If you have room, consider setting up space where these customers can create right in your store (AFTER they pay for the materials, of course).

2. Be different. It’s not likely that you can compete on price with the ‘big box’ stores and Halloween pop-up

retailers, so why bother? Instead, stock lots of cool stuff that they don’t stock.

Patronize the smaller costume vendors, seek out local makers who don’t sell on a national scale, and consider stocking used garments that customers can use to piece together costumes.

3. Do something fun. A great way to bring attention to your store during the Halloween season is by sponsoring or hosting a fun event. A zombie workshop, where you help attendees apply zombie makeup and create outfits from old clothes, is one idea. If Inset: Ed recommends planning events in the lead up to Halloween to increase footfall into stores.

you have the space, maybe you could sponsor a classic Hollywood horror movie night in your store or in your car park. Better yet, combine those ideas: Show ‘Night of the Living Dead’, the ultimate zombie movie, and then follow it with a zombie make-up class.

4. Create a welcoming environment.

Our weirdly polarised political environment may have made some of your customers nervous about showing their own colours. Let them know that you welcome all customers and will continue to stock the costumes, accessories and makeup any customer may want to create the look they desire. Make your store the place everyone can come to feel safe and part of a community that understands and appreciates the fantastic diversity of humans.

5. Remember customers with disabilities. In 2022 the NCA developed the ‘Halloween for All’ campaign, which encouraged members to welcome customers with disabilities.

This campaign generated ideas such as holding a special sensory-aware night, where customers who are not comfortable with crowds, noise and bright light can shop; stocking costumes and accessories that can easily accommodate individuals who cannot wear tight costumes or are sensitive to certain fabrics; and offering masks on sticks for customers who don’t want anything touching their face.

6. Space out your sales. The last two weeks of October are probably already super busy for your store, so you don’t need an event that brings in more customers then. Instead, try some sales techniques that get customers to shop early. For example, advertise that your prices will be 10% off in September, 5% off in the first two weeks of October, and full price thereafter. Try a similar strategy with your costume rentals, if that’s part of your business. You could say that customers who pick up their rentals two weeks before Halloween can keep them until the first week of November at no extra cost. This gives them the option to wear a costume for more than one event, and it takes the pressure off your store during the super-hectic days prior to Halloween.

Bottom line: The primary advantage your store has over big box retailers is that you can make your store a welcoming and fun destination. Show your customers that your store is THE place to shop at Halloween, and hopefully they’ll come back at other times of the year as well.

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20/07/2023 14:51

IN CONVERSATION WITH: FUNIGLOBAL

THE DATA MINERS 12 years ago, Funiglobal was founded in Spain by ceo, Carlos Larraz, and his business partner, as an online retailer. During that relatively short time, the company has grown to become a supplier and licensee, posting €26 million in sales last year. PPE chats to Carlos about the journey so far, and what’s next for Funiglobal.

F

rom the very beginning of Funiglobal, the company’s presence has been global, but the focus is very much on European territories. Ceo, Carlos Larraz, tells us: “We opened a lot of different domains, websites all over Europe, in fact all over the world.

But now, around 95% of sales are in Europe, including the UK. “Something we do very differently to others is that we have our own warehouses in Spain, France, Germany, Sweden and we have just opened in the UK to start doing business more seriously because since Brexit, it’s been difficult.”

Around six years ago, Carlos and his business partner moved from the model of selling third party products, and began to develop their own collections and today the majority of the company is its

Inset: Carlos Larraz, ceo of Funiglobal.

own items with many licensed ranges.

Funiglobal has agreements in place with the majority of major licensors, including Paramount, Universal, Netflix, Warner Bros, Hasbro and more, with around 16 partnerships in place.

These lines are sold direct to consumer, with only a very small part of the business in the B2B arena. Carlos says: “We are trying to think about B2B again, because we have a really good range of our own, especially licensed.”

Future plans also involve a move outside of costumes. Carlos furthers:

“90% of the business is the Halloween part, like costumes, accessories and so on. But we’ve start doing some business with party supplies and some general categories like bathrobes, slippers, pyjamas, etc, with small pieces of licensing. But they are on our website, which is a website for costumes and it’s a different customer. So it’s something we have to work on, and in the next year we’re probably going to separate units and test those categories.”

Being able to successfully move across different categories in this way, into different territories, and to react to trends, is largely down to the focus Funiglobal places on data and analysis.

Left: Licensing has become a driving factor in the business and EMEA partnerships have grown its European business in particular.

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is the online news website for the global party and costume industry. Launched by the leading publisher to the worldwide party sector, Progressive Party Europe, the website serves as an essential online resource for the global costume, party and balloon market.

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IN CONVERSATION WITH: FUNIGLOBAL

Inset: The Funiglobal offices are home to around 60 employees.

Carlos explains: “I would say we’re basically an IT company, because the thing we do best, apart from logistics, is data analysis. We try to understand where the market in going, how to predict demand and so on.”

All of this is done internally with a staff of around 60. “For example we started selling on Amazon just two years ago. We were analysing the data because there’s a lot of software you can have to understand the trends, even when you’re not selling on there.

“So we are people that analyse a lot. Everything. On Google as well, we analyse the keyword searching tool and it’s amazing the information it can provide. So we mix it internally, then we detect the trends.

“At the beginning we used to work with agencies, but we’ve done it internally for around nine years and we have a lot of technology developed to do things like increasing, decreasing automatically depending on certain facts like stock levels.”

The DIY ethos carries across the whole business. Carlos furthers: “We work with 3PLs in the logistics part, but the WMS - warehouse management system - is ours. It’s implemented in every warehouse, so we control everything.

“We learned from experience because in the past it was a third party WMS and we collapsed twice because of our growth. So for six years we have

Above: Peaky Blinders is one of the key licences in the Funiglobal portfolio.

used our own software and it’s the best performance ever, the best KPIs ever, because it’s our technology. So every time we detect anything out of normal performance, we see it immediately and react accordingly.”

Analysis of the market has led Funiglobal to run a small part of its business via Amazon and other marketplaces. Carlos tells us: “It’s obviously growing. So it is something we are controlling very well because we are just doing our own brands. I

don’t sell third party items on Amazon, I’m not into price wars, so we’re just doing step by step. I think it’s definitely a trend and it’s growing overall, but it’s dependent on the country.

“Also, with all the new regulations the EU is implementing for Amazon control mean the prices on Amazon will be higher, because Amazon will put all the taxes on us as retailers and as we want our margins, prices will go up. At a certain point, people will notice that Amazon is not as cheap any more, not like it used to be.”

While Amazon is particularly strong in the UK and Germany, other platforms, such as Bol.com in Holland, are prolific in other territories. Funiglobal has plans to better understand territory-specific idiosyncrasies over coming years.

Carlos expands: “I think we are a company that is not very big on any specific market. So we are focusing on how to grow each specific market, because, the way we started the company and the way we’ve grown it was on a very global basis with very global marketing and we picked the marketing that works for everyone.”

Funiglobal may be pushing the boundaries with a very different business model to many in the sector, but there’s a clear plan in place, and if the journey so far is anything to go by, there’s still much to see from this business.

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21/07/2023 09:54

ROUNDTABLE: SUSTAINABILITY

GREEN PARTY

WHY IS SUSTAINABILITY AN IMPORTANT ISSUE IN THE PARTY INDUSTRY? Raluca: “Everyone celebrates, people throw multiple parties throughout their lives, so sustainability should and must be at the forefront of our thinking.

“It is also important to fight against the current preconceptions that it is largely a single use industry. We need to change that narrative, work on sustainable solutions, lead the way and drive the sustainability agenda to help combat the effects of climate change.

“And although there is a strong focus on products within the industry, it is also important to not forget about the other aspects of ESG. For example, ensuring that industry supply chains are ethically compliant and working with suppliers to guarantee safe and fair working conditions for all.”

Gloria: “Meeting the needs of the present without compromising the ability of future generations to meet their own needs, is a responsibility that belongs to everyone. The balloon and party industry celebrates every aspect of life and our future lives depend on what actions we take today.”

Peter: “Historically, the party industry has been less than optimal in terms of sustainability and consideration towards the environment.

It has been through nobodies’ fault in particular; it has just reflected Below: Rubies’ Green Collection uses recyclable packaging and costumes made from 100% recycled jersey.

Clockwise: (l to r) Raluca Runcianu, Dominique Peckett, Gloria Veta, Julie Dommett and Peter Silver.

Progressive Party talks to Raluca Runcianu, group head of sustainability and product safety at Amscan; Dominique Peckett, director at Smiffys; Gloria Veta, brand and sales director at Gemar, Julie Dommett, head of marketing at Pioneer Europe, and Peter Silver, head of sales at Rubies, about sustainability in the party industry. the wider societal views of the time. Now though, with everyone thinking about sustainability more than ever before, it is important for all businesses, not just in the party industry, to reflect on their green journey and how they can improve their practices.”

Dominique: “As an event-based industry, the party sector has a responsibility to be aware of its impact on the environment. With a variety of single use products used at most events, it lies with the party industry to innovate with new ways to make celebrating more sustainable and reduce the impact on the planet.”

Julie: “Sustainability is an important issue for EVERY industry. In most markets worldwide, consumers are more conscious than they ever have been about the impact of their purchasing decisions - and people want to celebrate in a responsible way.”

HOW IS YOUR COMPANY WORKING TO IMPROVE ITS SUSTAINABILITY? Gloria: “Sustainability is a never-ending journey. Gemar started out by committing to the UN Global Compact. We have successfully incorporated the 17 Sustainable Development Goals (SDGs) in our core business and strategic thinking.

“We strive to implement these universal principles in day-to-day operations and decision making and we measure the results and the progress towards our goals by reporting according to GRI guidelines.”

Dominique: “Here at Smiffys, we are working to reduce our environmental impact as we move towards a more sustainable future. Our costume bags are now recyclable and made from at least 30% recycled plastic. We have removed plastic packaging for our wigs, which “With everyone thinking about are now all packed in FSC certified paperboard boxes. We have sustainability more than ever before, also reworked how we pack accessories, moving to right-size packaging solutions that reduce the amount of carboard without it is important for all businesses, not compromising the protective nature, and removing plastic blisters. just in the party industry, to reflect “Working towards a more sustainable business is a key goal for us and we will continue to review how we on their green journey and how they can make more positive steps across the company.” can improve their practices.”

Peter: “Rubies Zero wants to cultivate positive change and protect our environment by supporting businesses through Peter Silver, head of sales at Rubies conscious products and achieving carbon neutral practices.

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ROUNDTABLE: SUSTAINABILITY

“As members of both SEDEX (Supplier Ethical Data “Sustainability is an important issue Exchange) and the HIGG Index, Rubies is dedicated to ethical business practices. Rubies is wholeheartedly committed to for EVERY industry. In most markets changing and evolving the business and methods of design, worldwide, consumers are more manufacturing, and distribution to ensure we reduce the impact on the planet and stay ahead of the curve in the conscious than they ever have been industry with regards to eco-friendly technological innovations. about the impact of their purchasing “The business overall is evolving and working towards becoming fully climate conscious; all of these decisions - and people want to endeavours, combined with future plans, supports Rubies’ celebrate in a responsible way.” mission to eliminate its carbon footprint completely.”

Julie: “In the “Sustainability Update” that Pioneer Balloon Julie Dommett, head of company issued earlier this year, ceo Dan Flynn said: marketing at Pioneer Europe “We believe it is our responsibility to take meaningful action in support of a better, more sustainable earth, to ensure people of all ages enjoy balloons for generations to come. We are taking a 360-degree approach, looking at the full lifecycle of our products, to create measurable change for the future”.

“The report highlighted a series of company commitments including: creating a strategy to carbon neutrality by 2030, reducing plastic in packaging (and where unavoidable in the short term moving to a minimum 30% recycled plastic in packaging) and aligning company activities with the United Nations Sustainable Development Goals.”

Raluca: “One of the first things we did was calculating our greenhouse gas emissions. We wanted to have a clear direction and a well-defined base line.

“Now, over two years later, we can confidently say we have made a tremendous amount of progress, particularly in those areas that were responsible for our most emissions. We have introduced a sustainable costume range with 100% recycled polyester, are in the process of introducing 40% recycled content in all our costume packaging, have stepped away from plastic in many product categories and where plastic is still used, we are working on ensuring it is easily recyclable and products are reusable.

“Our latex balloons are manufactured in an ISO1400 certified factory that operated in 2022 with 100% renewable energy. We are in the process of installing solar panels at our UK location and aim to expand this to further locations.

“We have recently finalised our five-year plan, we have some very ambitious goals, many things still need to be done, but a dedicated team to make it all happen.”

DO YOU THINK SUSTAINABILITY IS A KEY FACTOR IN RETAILERS’ BUYING DECISIONS? Peter: “Retailers, just like trade manufacturers, are reflecting on their business practices now more than ever and seeing how they can be more sustainable. Over the past few years, it has certainly become one of the key reasons which could make or break a sale.”

Julie: “Yes, it is definitely a factor when selecting which brands retailers want to work with - and many retailers are also embracing sustainable concepts themselves and encouraging more responsible consumerism.

“Responsible use of products is key. It is pleasing to note that after years of campaigning by balloon manufacturers and industry organisations such as European Balloon and Party Council (EBPC), it is now widely accepted that balloon releases should not take place - and we have seen a significant decrease in balloons found in litter as a result.”

Gloria: “I think that sustainability is now at the forefront of every strategic decision taken by companies worldwide including buying decisions.”

Dominique: “As retailers become more “We have introduced a conscious of the effect they are having sustainable costume range with on the environment themselves, this in-turn is changing their buying decisions.

100% recycled polyester, are Having more sustainable products in the process of introducing available to their customers is both improving the company’s environmental 40% recycled content in all impact, as well as appealing to ever our costume packaging.” more conscious customers.”

Raluca: “Undoubtedly yes, retailers Raluca Runcianu, group are becoming increasingly concerned head of sustainability and and interested in their supply chain, whether that be scope 3 emissions, product safety at Amscan ethical sourcing, or product sustainability.

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ROUNDTABLE: SUSTAINABILITY

“Meeting the needs of the present without compromising the ability of future generations to meet their own needs, is a responsibility that belongs to everyone.”

Gloria Veta, brand and sales director at Gemar The consumers themselves are becoming increasingly engaged and that reflects on the buying decisions retailers are making. It is a chain reaction and to enact meaningful change everyone must be onboard.

“We see, increasingly, that retailers are expecting more from suppliers in terms of assurance and sustainable practices.

Sustainability has become an important factor in any supplierretailer relationship alongside quality and price.”

DO YOU THINK SUSTAINABILITY IS BEING TAKEN INTO CONSIDERATION MORE NOW FOR CONSUMERS’ BUYING DECISIONS? Dominique: “Customers are becoming increasingly conscious of the impact their purchasing decisions have on the environment. As we continue to see how our environmental footprint as consumers is affecting the planet, the sustainability of products we choose to buy is a key factor.”

Raluca: “Although quality and price will always sit highly in a materiality matrix, we increasingly see that consumers are interested in whether a product is sustainable, sourced in a responsible way and easy to recycle. Consumers understand that every action they take can make a difference, so they are looking for products which last longer, are sustainable packaged and are good quality. We are seeing more and more consumers speaking out against companies who are not taking action and those companies that fall foul of greenwashing.”

Gloria: “New generations of consumers are very concerned about their future and it’s our duty to provide environmentally friendly products and raise awareness among consumers on the proper and sustainable use of these products.”

Julie: “Yes, consumers are more environmentally conscious than ever before - and expect trusted brands to behave in a sustainable way and to be making ongoing improvements.”

Peter: “Consumers are more conscious of their purchasing decisions, and finding the right balance between price point and sustainability is key for their choices. Aside from the product itself being recycled, upcycled, or made from renewable resources, our research also indicates that consumers care about the ethics and sustainability of the companies manufacturing and selling the product as well.”

WHAT ARE THE MAIN DIFFICULTIES FACED BY PARTY COMPANIES WHO ARE TRYING TO IMPROVE THEIR SUSTAINABILITY? Julie: “Across Europe, there are a variety of approaches being taken to implement sustainability programmes by individual member states.

“Countries are introducing different programmes, many requiring different pack labelling and administrative procedures, leading to ongoing changes for manufacturers to ensure future compliance.”

Raluca: “A major difficulty faced by party companies is keeping products in use for longer. As an industry it is important that we tackle this issue head on and work to find and source sustainable solutions. Most importantly we must inform consumers how to get the best life span out of their products.

“Ethical sourcing is also a hot topic, with much of the manufacturing

occurring outside of Europe. At times it can become challenging to ensure that ethical compliance standards are implemented.

“Carbon scope reductions can also be challenging. Due to the global nature of our industry, finding ways in which to streamline logistics, source materials with a lower carbon impact and ensuring that as a company you are promoting biodiversity and conservation efforts in the regions in which you operate can at times seem like a dauting task.”

Peter: “With plenty of fresh ideas and innovation, the industry (and society on the whole) is anything but short of new processes, materials and more to revolutionise the way we work with our product and suppliers in terms of sustainability. But, as we all know, changing systems that have been in place for decades in some cases takes time; however, in a company like ours, our priorities lie with protecting the world we live in.”

Gloria: “As a balloon manufacturer one of the major difficulties is solving the challenges of a relatively small industry. You need to be creative and think out of the box to find the solutions to reach your goals because there are not many ‘off the shelf’ solutions available.”

WILL THE SINGLE USE PLASTIC BAN MAKE A BIG IMPACT ON THE SECTOR? Raluca: “The single use plastic ban could impact the party industry dramatically given that single use plastic used to be a dominant component. However, a lot has changed over the last years. So, whilst the ban may put pressure on us, it does help drive the sustainability agenda and encourages our industry to innovate and find new options and pathways to creating the products our customers have to come to love. Ultimately the ban does serve to make a meaningful change and reduce the amount of plastic waste that is produced.”

Gloria: “It has already made a big impact; many products and practices have been lost, but we will never lose the opportunity to create something new. The simple Left: Amscan has stepped away from plastic in many sight of a balloon brings joy to people of all ages, and we firmly believe that we product categories and where plastic is still used, can spread that joy in an environmentally is working on ensuring friendly, sustainable, and ethical way.” it is recyclable and reusable.

Julie: “Changes in legislation have already Below: Gemar has had a big impact on the sector across Europe. successfully incorporated Product range changes required by the EU SUP the 17 Sustainable Development Goals (SDGs) Directive have been implemented by many over in its core business. the last few years, involving lots of new product development, manufacturing changes and range updates.

“For the consumer, we recognise it may be challenging to identify variations in product ranges and understand the differences in pricing due to the use of different materials in the manufacturing process.”

Peter: “Consumers have already adjusted to the plastic ban in other areas of their life, for example with supermarket bags. We feel this change will be welcomed by consumers and if anything, will improve the industry’s standing in their eyes.”

Dominique: “The introduction of the single use plastic ban later this year may initially be a challenge for the party sector, but with a plethora of more sustainable options now available as an alternative for these products, the ban will have a positive impact on the industry and environment going forward. At Smiffys, we have made the move to plastic free party tableware ahead of the ban.”

“Customers are becoming increasingly conscious of the impact their purchasing decisions have on the environment.”

Dominique Peckett, director at Smiffys JULY/AUGUST 2023 PROGRESSIVE PARTY EUROPE 27

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FOCUS ON: SUSTAINABILITY

SUSTAINABILITY PRODUCTS

In time for the highly anticipated movie release in July, Rubies’ new Miraculous Ladybug Green Collection dress-up is ideal for families looking to balance conscious purchasing choices with the fun of costumes. Featuring the classic red and black print jumpsuit and a fabric eye mask, all made from recycled plastic bottles (excusive of trim) the products are machine washable, thus extending the life of the product.

Amscan’s sustainable tableware comprises natural polymer coated plates, compostable napkins and reusable cutlery to mix and match into any celebration.

Hootyballoo’s Eco Rainbow collection comprises sustainable paper cups, plates, napkins and straws.

Hootyballoo’s Eco Rainbow Happy Birthday paper napkins come in packs of 16.

Gemar manufactures 100% FSC balloons, ensuring responsible forest management and the use of renewable resources. This certification not only promotes the use of renewable resources and biodiversity, but it also provides assurance to the people and communities who work on the rubber plantations.

Hootyballoo’s best-selling Eco Rainbow range is completely plastic and foiling free. Whilst the packaging and products themselves are all fully recyclable too.

Gemar balloons are 100% bio-based, meaning they are derived from renewable sources, so they have a lower environmental impact and contribute to the reduction of greenhouse gas emissions.

Looking for something generic? Amscan’s sustainable tableware could be just the thing and its available in 18 colours.

The Eco Rainbow range from Hootyballoo also features décor including banners, balloons and cake toppers.

Unique recognises how important it is to reduce its carbon footprint, and to provide environmentally sustainable products – The Eco tableware ranges consist of reusable cutlery, re-usable plastic table covers and recently added plastic free plates.

Unique is fully committed to ensuring it provides exciting and safe products that generate less waste. More Eco products will be added soon.

JULY/AUGUST 2023 PROGRESSIVE PARTY EUROPE

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FOCUS ON: GROUP COSTUMES

Left: Teletubbies remain popular as a group outfit choice for Rubies.

Above: Accessories such as the brightly coloured, embellished cowboy hats from Smiffys are ideal for groups who don’t want to buy full costumes.

to get into costume for a bit of escapism from the everyday.”

Post-pandemic, some have reported stronger sales in this category as consumers savour time spent together.

Sophie Greenbank, product manager at Amscan, expands: “Post Covid, we are seeing a push towards consumers buying costumes and accessories for memorable experiences and events, such as festivals, the darts and concerts.

“Even though they are cutting back on spending where needed, consumers are still using these events as an opportunity to buy key and iconic stand-out costumes so that they make a statement and fully immerse themselves in the day. Stand-out products would

There is a range of opportunities throughout the year for group costumes, from hen and stag parties, to festivals, to Halloween and beyond. Licensed and non-licensed options both do well in this sector, with the group mentality strong when it comes to fancy dress. PPE sits down with some of the major players in the category to find out what’s hot for groups.

A

lthough budgets may be stretched further than usual at the moment, suppliers are still reporting strong sales in group costumes. A sense of camaraderie, belonging and strength come from joining together and dressing up to party.

Peter Silver, head of sales

at Rubies, comments: “Festivals, stag and hen dos, Harry Styles on tour and the summer season bring with it a wealth of opportunities for friends and family to coordinate their dress-up for fun events. Even if consumers are cutting back their spending on a broader scale, we all love a good chance

be feather boas due to the excitement around iconic pop stars tours.”

Elliott Peckett, director, Smiffys tells us: “Group costumes remain a strong trend for us, especially throughout summer.

As celebrations and partying continues throughout the summer for hen and stag dos, festivals and parties, themed costumes help groups to stand out from the crowd.”

Old school themes are doing well this year, as well as more costeffective options. Elliott continues: “In our high street stores, and from content we have seen across our socials, classic themes such as 80s tracksuits, Pink Ladies and our Stand Out Suit collection remain popular.”

Left: Amscan is seeing a rise in popularity for novelty costumes such as its Lobster design, and is expanding the category very soon.

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FOCUS ON: GROUP COSTUMES

Peter agrees: “Key trends and licences follow the broader pop culture trend of nostalgia, especially with Barbie, while stag and hen dos tend to prefer generic costumes and accessories to complete the look, with Teletubbies being a fan favourite with adult groups.

“On top of all this, streaming and theatrical releases will also influence consumers, the most popular of those at the moment as we look towards Halloween will be Wednesday, with the Nevermore Academy uniform dress-up.”

For those who are looking to spend less, but still create that group atmosphere, accessories are the way forward. Elliott says: “As a more cost-conscious alternative, groups are choosing matching accessories, such as themed hats or wigs, mixed with their own clothes or DIY costumes; something we have seen with our student customers consistently for years, which is now becoming more mainstream.

“Our brightly coloured, embellished cowboy hats are an on-trend alternative to a full group costume for hen parties and festivals. These affordable accessories allow customers to create a western look instantly, with the added bonus of being able to spot your friends in a crowd.”

Alongside the retro themes, there are some key new licences appearing which lend themselves particularly well to group situations. Sergio Battaner, sales and marketing director of Palmer Agencies explains: “Barbie, the Movie costumes are part of Palmer Agencies’ offer for the year. The must-have costumes are part of the InSpirit Designs portfolio and at Palmer Agencies, we are thrilled to have such an outstanding and iconic licence.

“Many of our customers are ordering the male/female combination we offer, but, the stand-alone group costume is the female Barbie Pink Adult Jumpsuit – you’ll have to see the movie to see all the different Barbies with the same jumpsuit. Don’t delay ordering – these costumes are very very much in demand.”

Non-licensed options are a key part of the group costume line-up too. Sophie continues: “Our Lobster Adult Costume is a best seller as consumers are opting for funny costumes to help lighten the mood. As we are seeing this trend thrive, we plan to add more of these novelty dress-up items to the range to maximise this opportunity. Watch this space.”

Top: Classic group themes such as the 80s tracksuits are popular for Smiffys.

Above: Retro licences such as Pink Ladies and Grease are still strong for Smiffys.

Left: Rubies’ Wednesday costumes have something for fans of all ages.

With the recent trend for matching costumes for friends, couples and families, this collection is ideal for the spookiest night of the year. The Nevermore Academy uniform costumes are available for adults and children and feature a Thing shoulder sitter.

Far left: Available in four sizes, the Barbie, the Movie Pink Adult Jumpsuit from Palmer Agencies are displayed in a hanger bag with insert and include jumpsuit with printed Barbie logo, and matching headband.

Barbie is set to be a key group costume choice for Palmer Agencies as the much-anticipated movie launches this summer.

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FOCUS ON: CHRISTENINGS, GENDER REVEALS AND NEW ARRIVALS

This year has seen some very famous christening and gender reveals as the excitement ahead of a new baby, and the celebration of new arrivals, have become almost a rite of passage for expectant parents. PPE finds out the latest trends for the events from some of the key suppliers in the category.

New arrivals A

Harry Styles fan recently got her perfect gender reveal, when the iconic singer took her black balloon on one of his tour dates and popped it on stage, revealing pink confetti to signify the imminent arrival of a girl in front of thousands of fans. Leaving the rest of the world’s expectant mums busily planning how to make their reveal even better.

Similarly, while on tour in Cologne, Germany, Beyonce read out the news that one of her fans was also expecting a baby girl, leaving the expectant parents delighted and with an unforgettable gender reveal moment. Meanwhile Kourtney Kardashian and Travis Barker built an entire stage and held a ‘Baby Barker World Tour’ concert-themed party to reveal that they were expecting a baby boy.

2023 has also seen a royal christening, as Prince Harry and Meghan celebrated the christening of Princess Lilibet in a small affair in their home state of California in March.

With so many high profile events, it’s no wonder that there’s been a change in trends of late. Simon Aiken, account manager UK and Eire at Amscan, tells us: “We’ve certainly seen a shift in the product requirements and trends for christening celebrations, with influences for more sophisticated celebrations really contributing to the Above: Hootyballoo’s christening range comprises balloons, tableware and décor in simple cream and gold tones.

Left: Pioneer Europe is seeing a move to fresh greenery designs for christening celebrations.

Below: Amscan’s new ranges for 2023 are also SUP compliant.

desire of the end consumer’s event.

“Our new Botanical celebration has been the perfect religious range this season. For those looking for an alternative to gender specific colourways, our Botanical range with its neutral colour palette lends itself to a more trend-led take on the occasion, with the flexibility to mix and match across different occasions such as christening, confirmation and communion.

“Adding earthy tones and introducing natural elements also starts to nod towards the trends and designs we see in homeware and styling, become more recognisable in our industry’s products too.”

Pioneer Europe has also opted for fresh, natural designs. Head of marketing, Julie Dommett, expands: “Christenings are an all-year-round event, though are more popular during the spring and summer months. Fresh greenery imagery is timeless and a popular choice for summer christening celebrations.”

And perhaps the celebrity additions to recent gender reveals are driving bigger celebrations.

Julie explains: “Social media is full of fun and unique ways to announce the gender of impending arrivals, and the celebrations are getting bigger and bigger.

“From exploding balloons to large décor, it seems gender reveals are quickly becoming as popular as baby showers, with people eager to find the next way to show their guests just who their new baby will be. While neutral colour plates are making their way into the fray, classic pink and blue themes will always have their place.”

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FOCUS ON: CHRISTENINGS, GENDER REVEALS AND NEW ARRIVALS

BABY CELEBRATIONS

The Elegant Greenery 24” round Qualatex Deco Bubble is perfect for personalising a gender reveal celebration.

There is a wide range of balloon designs perfect for timeless, fresh designs from Qualatex.

Amscan’s new Botanical celebration range is ideal for religious occasions this summer. With core tableware and décor for the ensemble, and then bolt on decorations for the seasons of communion, confirmation and christening, this range is versatile for all three celebrations – and also available in pastel blue and pink.

Top off the christening celebrations with these Confetti Filled Latex balloons from Hootyballoo.

With the neutral trend for baby showers this season, stunning installations can be created with Amscan’s portfolio of Sempertex balloons.

Celebrate the mum to be as well as the imminent arrival, with Amscan’s Ready to Pop range.

Combining on-trend neutral tones, with added gold luxe, this ensemble works for baby showers and reveal parties alike.

Qualatex’s Question Marks black latex balloon is ideal for decorating a gender reveal, or even to be filled with pink or blue for the big reveal.

Hootyballoo offers two banners ideal for christenings – the 2m Gold Dove Garland, and the Gold Christening Banner x2, with nine sticker sheets to personalise the decoration.

The Qualatex 18” Gender Reveal Ombre Microfoil is a fun way to decorate a gender reveal.

The Happy Christening range from Hootyballoo encompasses a 22” foil balloon in classic cream and gold design, and an acrylic gold cake topper.

There are paper plates cups and napkins in the Gold Cross design in Hootyballoo’s offering, to finish off the celebrations.

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FOCUS ON: LICENSING

TV and film characters, much-loved brands, and retro properties are a mainstay of the party industry with costumes and partyware designed around the current favourites for key events and everyday celebrations. PPE catches up with some suppliers which offer licensed ranges to find out what’s new in the world of licensing.

Creative license

W

ith a summer of blockbuster movies ahead, followed by the spike in dress up sales for Halloween in October, there’s lots of new and exciting licensed ranges hitting party retailers in the coming months.

However classic brands also continue to do well across the board, offering a wide range to choose from.

Sergio Battaner, sales and marketing director at Palmer Agencies is looking forward to one movie release in particular: “Barbie, the Movie costumes are part of Palmer Agencies’ offer for the year. The must-have costumes are part of the InSpirit Designs portfolio and we are thrilled to have such an outstanding and iconic licence.”

As well as the iconic Barbie jumpsuit costume, Palmer has a range of other options. Sergio continues: “The Cowgirl and Cowboy outfits and the iconic, bright and completely neon spandex roller blade couples costumes are simply superb. The must-see movie of the year has its licensed costumes at Palmer Agencies.”

On the other side of the scale at Palmer is the Scream license. Sergio tells us: “The aftermath of Scream VI, the most successful film in this iconic Halloween saga, comes with the

most complete offering in the European continent for licensed Ghost Face merchandise at Palmer Agencies.

“Independents and specialists will not be disappointed with the wide range of items available, but they may be quite unhappy if they leave pre-ordering for too long and find some of the Ghost key lines are no longer available as they will be sold out.”

For Smiffys, retro brands are doing well.

Elliott Peckett, director, comments: “Our classic licensed product ranges continue to be top

Above: Masters of the Universe is part of Rubies’ strong licensed boys’ line-up.

sellers for us year after year, with Top Gun, Ghostbusters and Grease amongst the top spots. These well-known classics are full of nostalgia and iconic looks.

For the key Halloween season, our new Beetlejuice, A Nightmare on Elm Street and IT ranges are top sellers. Again, these licences have a retro, nostalgic feel.”

Key children’s ranges are also doing well. Elliott continues: “Our kids’ licences are in demand year-round, such as The Gruffalo, L.O.L. Surprise, Teletubbies, and Gigantosaurus, as children continue to bring characters to life through imaginative play at home.”

Another brand which has already reached the status of evergreen, is Frozen.

Julie Dommett, head of marketing at Pioneer Europe, says: “Can you believe it’s been 10 years since the launch of the very first Disney Frozen film? The Disney

Above middle: Rubies has a strong line-up for licences aimed at girls this year, including the Monster High collection.

Right: Halloween meets Hawaii with Opposuits new licensed Hawaiian shirt collection.

Far right: Disguise will have Little Mermaids singing their heart out with the live action film inspired dress.

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FOCUS ON: LICENSING

Frozen franchise has become an evergreen all-time favourite among young and not-so-young fans alike. Qualatex has recently updated its hugely popular Disney Frozen Bubble Balloon design, featuring the main characters, Elsa, Anna, Kristoff, Sven, and of course the super-cute Olaf. Coordinating latex balloons are also available.”

Licences aimed at girls are strong for Rubies at the moment. Justin McGiffin, head of licensing, explains: “It’s certainly a girl power moment for Rubies with an incredible range of dressup from the biggest tentpole moments in pop culture and entertainment.

Our Halloween line-up is looking formidable, with licences including Wednesday, M3gan and Monster High.

“On the other hand, our boys business remains robust with Masters of the Universe, our new Darth Vader costume, which includes a light sabre and the blockbuster hit of Spider-Man: Across the Spider-verse. We also have a growing portfolio of preschool ranges lead by Spidey and His Amazing Friends.

“We are seeing a steady growth with a good combination of core ranges and theatrical and streaming releases to refresh the ranges.

“For the wider licensing industry, there has been a shift recently towards exploring branded online opportunities including Pudgy Penguins and Super Smashling Pinata.”

Current events provide boosts in sales for Smiffys’ licensed ranges, as Elliott tells us: “Our Elton John costume collection has been soaring in popularity this year, as the man himself embarked on his final tour ending at Glastonbury last month.

We spotted our sequin embellished jumpsuits across social media.”

Some are seeing a drop in demand for certain items, so licences are key to keeping ranges relevant. Mel Beer, group licensing director, Amscan, comments: “With customers having less money in their pockets to buy non-essential items, we are seeing an inevitable drop in basket spend for balloons, party and dress-up items, so it’s important we tailor our ranges to the core must-have products and focus on the must-have licences at the right price for consumers.

“We’ve got lots of design refreshes currently in development for favourites such as Barbie, Miraculous, Thomas, Harry Potter, TMNT, Elf on the Shelf

are planned across the Disney portfolio for 2024, including Groot, Stitch and Star Wars Young Jedi Knights.”

To sum up, Elliott explains what consumers are looking for from licensed products: “Customers are looking for both authenticity and quality in licensed costumes, as they trust the well-known brands to be the real deal. Our licensed portfolio continues to grow at Smiffys, as brands and our retail customers realise the demand for costumes year-round, as well as key seasons such as Halloween.”

and more, and some new licences joining the portfolio for 2024 include Gabby’s Dollhouse, Monster High, Hot Wheels, Addams Family, Diary of a Wimpy Kid, Tom Gates, HP Sauce and Winx – with lots more currently in discussion.

“We’ve also expanded our Disney/Marvel/Lucas foil balloon offering with the introduction of Disney Classics to celebrate Disney’s 100th year, introduced Spidey & His Amazing Friends for preschool boys, the new Little Mermaid movie tie-in, with an updated Nightmare before Christmas Airloonz for the 30th year. Lots more designs

Above: Amscan’s new Addams Family range features five different character styles with something for all the family.

Separate into single costumes with Fester, or pair as couples styles in Wednesday and Pugsley, or Morticia and Gomez, or simply have a family affair and all join in the theme.

Below left: IT is a top seller for Smiffys during the key Halloween season.

Below: The Ghost Face VI adult costume from Palmer Agencies is available as a one size fits most and includes dark hooded robe, matching belt and gloves and the very special Scream VI updated mask on this character – the icon of Halloween.

Bottom: Qualatex has recently updated its popular Disney Frozen Bubble Balloon design.

Right: Amscan has expanded its foil balloon offering with the new Little Mermaid movie tie-in.

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FOCUS ON LICENSING Halloween… and Hawaii shirts? An unlikely combination that is sure to be an instant hit. It doesn’t matter if your goal is to scare people on the beach or to give a sunny touch to your horror Halloween Costume, anything goes with the spooky and stylish Nightmare on Elmstreet, Friday the 13th and IT shirts from Opposuits.

Swing into any Spider-Man themed event with coordinating Spider-Man Crime Fighter partyware from Pioneer.

The 100th anniversary Disney Princess costumes from Disguise include Belle, Snow White, Ariel, Aurora, Tiana, Elsa, Rapunzel and Cinderella, each with its own special details, metallic effects, bows, sparkles and more.

The Marvel’s SpiderMan Bubble Balloon and 11” coordinating latex from Pioneer are must stock items for any balloon retailer.

Disguise’s Minecraft Pickaxe and Cape set features a satin pixelated Enderman cape and a diamond pickaxe measuring 15.75” long.

Palmer’s The Ghost Face Mask with Knife set includes an adult size PVC mask with hooded shroud and a plastic knife.

Get ready for scare season with Amscan’s new Jack Skellington Airloonz. Ideal for Halloween, Christmas and even everyday themed décor, the new Disney balloon is ideal to either sell or incorporate into installations.

Airloonz can be deflated and reused again next season.

Dive under the sea with Flounder and Sebastian in this Ariel Mermaid Classic Costume from Disguise. The mermaid dress features a satin bodice with scale printing, sequin neckline trim, mesh yoke, pleated waist ruffle, waist fin at the back and a metallic organza fin skirt.

Palmer Agencies’ Ken Roller Blade adult costume includes shirt with attached printed vest, matching printed shorts, matching visor and wrist bands.

With a recent rise in popularity due to new media releases, the Monster High dress up collection from Rubies includes characters such as Clawdeen Wolf, Draculaura and Frankie Stein.

The costumes come in standard and deluxe editions with matching wigs also available.

Spawn into Minecraft this Halloween as a creeper with this Minecraft Pickaxe and Mask Set from Disguise, which includes a stiff felt Creeper mask with elastic strap, and a diamond pickaxe measuring 15.75” long.

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FOCUS ON LICENSING

Smiffys’ new Nightmare on Elm Street Freddy Krueger look consists of a deluxe knitted jumper in the iconic colours, a brown fedora, realistic full head latex mask and the Freddy glove with blades, all sold separately.

The Cowgirl adult costume from Palmer Agencies’ Barbie: The Movie range, includes jumpsuit with Barbie stars printed on the flares and collar, attached buttons and matching Barbie, The Movie bandana.

Amscan’s new Diary of a Wimpy Kid costumes range from ages four to 12, and comprise top, trousers, backpack, book cover, mask and three speech bubble props. From Halloween ideas through to Christmas gifting with the books themselves, the styles are sure to be a hit with fans.

The Barbie Roller Blade adult costume from Palmer Agencies includes printed leotard with swimsuit details, matching visor and elbow and knee pads.

Dress up as your favourite Nintendo character in this Mario Deluxe Child Costume from Disguise.

Costume includes a one-piece taffeta and twill combined to a blue Pellon jumpsuit, minky combined to a thin soft felt adhesive moustache, and interlock combined foam Mario hat with M emblem applique.

Introducing Amscan’s new Barbie party and balloon range, launching imminently and available for pre-order now. Comprising tableware, decorations, and coordinating foil balloon, this range is ideal for children’s parties and nostalgic throwback celebrations alike.

Palmer’s Barbie, The Movie Cowboy adult costume includes cowboy shirt with chest decoration with fringes and a Barbie bandana.

Palmer’s The Ghost Face Reflection Knife includes a 33cm flexible Ghost Face printed blade with plastic handle.

The Minecraft Sword and Cape set from Disguise includes a satin pixelated Creeper cape, and a diamond sword measuring 20.25”.

Dead by Deadlight Arctic Ghost Face adult mask includes this specially designed mask for the latest instalment of the popular game with a matching fabric shroud with poseable edges from Palmer Agencies.

The Minecraft Sword and Mask set from Disguise includes a stiff felt Steve mask with elastic strap, and a diamond sword measuring 20.25”.

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Be summer ready with our tiki bar, inflatables and decoration kits all available online now at amscan.co.uk, run don't walk!

Amscan International UK

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