Progressive Party March April 2023

It’s been a busy start to the year, with all of the party industry’s trade shows returning to normal after two years of Covid disruption.

Spielwarenmesse was overall a very successful show, but there were, uncharacteristically, some gaps and empty floor space within the party hall 9. Perhaps this represents a chance for new firms to get in, since in the years prior to Covid, it was a case of being put on a waiting list in order to get a stand.

With the current absenteeism of desire for people to head to Far Eastern shows, Spielwarenmesse is the true international meeting place for the party industry, and that was certainly the case this year, so it’s well worth considering for future marketing plans.

It was then on to Spring Fair where the remaining party elements have been soaked into the greetings card area, which for those with a more general partyware and balloon offering is potentially, arguably better than being amongst toy, where dress-up would be a more realistic neighbour.

Halloween and Party Expo in Las Vegas is a shadow of its former self in terms of the footprint, set up and stature, but all reports were that this enforced concentration of footprint did mean exhibitors felt

buyer attendance and engagement was surprisingly good.

Recent news has also shown that Toy Fair New York from 30 September to 3 October this year, has announced a new Halloween focussed BOOlevard, following a huge demand for space to showcase Halloween products of all kinds, and providing a potential opportunity for costume suppliers to reach an international toy-focused buyer audience.

On the consumer side of things, the 26th World Book Day event went off with its usual bang at the beginning of the month, with school children and teachers clamouring to dress up as their favourite characters, offering a welcome boost for the costume industry. Economic pressures have somewhat changed how consumers are shopping for the event, but it retained its popularity and sales, according to suppliers.

Looking ahead, the UK is gearing up for the long weekend of celebrations for the Coronation of King Charles III and Queen Consort Camilla, which the party industry has high hopes for. We found out what suppliers have planned for the event and what their expectations are. While some feel it may be a slightly more muted celebration than the Platinum Jubilee, others are expecting Union Jack related sales to go through the roof as the extra Bank Holiday provides the perfect opportunity to party and indeed have had strong pre-orders with many lines already selling out.

Lots to look forward to as we head towards better weather and more party opportunities to come.

It was a really enjoyable experience attending PG Live. We found many new brands, and the food was great!

I am already looking forward to attending in 2023.

PG Live is one of the most important shows for us as we use it specifically to find new and upcoming publishers, and this year was the best ever! The show continues to be one of our favourites, not just because of the density of high quality suppliers but also because it’s such a pleasurable experience to attend.

Greg Rose, co-owner of Maybugs, Eastbourne, Hailsham and Bexhill-on-Sea

Wednesday 7 June

PG Live was so fresh, it kicks off the summer buying season with a great start. There is nothing like seeing the product directly and I am a huge advocate of in person trade shows, they are so important to us. We came away from PG Live really happy after such a productive day!

Samantha Gibbs, owner of Nest, Stoneygate, Broughton Astley and Thurlaston

Priya Crowe, co-owner of Lark London

WHAT’S INSIDE 06

News: What’s been happening in the world of party

17

Executive Profile: Grabo Balloon’s Vice President Jonathan Grassi

19

Ed Avis: Letter From America

22

Round Table: World Book Table Key suppliers discuss how World Book Day went for them

27

King Charles III’s Coronation Special: Everything you need for this key event in the party calendar 34

The Big Balloon Build: Progressive Party talks to the organisers of the Big Balloon Build 36

Balloon Innovations: Looking at sustainability in the balloon product sector

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

NEWS UPDATE

Spielwarenmesse names dates for 2024 show

Plans for the 73rd Spielwarenmesse are underway and the show will take place from 30 January to 3 February 2024, reflecting a change to the choice of days.

Instead of taking place from Wednesday to Sunday as it has traditionally, the 2024 show will run from Tuesday to Saturday. The decision was made in response to the annual footfall analysis and the survey conducted with exhibitors and visitors.

The survey revealed that the majority of participants agreed that the Sunday was unsuitable. The conclusion was drawn by participants from both Germany and internationally.

Christian Ulrich, spokesperson of the executive board at Spielwarenmesse, commented: “In addition, many attendees expressed a preference for an additional day during the week. At the same time, we’re sticking to the Saturday after listening to the needs of our specialist retailers, who continue to play an important role.”

Left: Spielwarenmesse 2024 will take place from Tuesday to Saturday.

Grabo Balloons introduces Maverick Party Design

Maverick Party Design brings a range of new categories to Grabo’s current offering, including tableware, décor and more.

The new brand is highly specialised in design, product, quality and relations, and fills what Grabo sees as a gap in the party market for a true ‘maison of design’ for party products.

The new brand will launch this year with 40 products, including tableware and décor, in a range of designs including Cat Princess, Boho, Game Controller, Woodland, Dino Party, Rose Confetti and more.

Bringing together three key beliefs in the design, Maverick Party Design products are built from trends, sustainability and quality. The company plans to carry out these elements by working with its long line of professional designers, selecting its own suppliers, in-house product and perfect materials, and by shortening its supply chain as much as possible to lower CO2 and utilise sustainable materials.

Jonathan Grassi, executive managing director, commented: “As Grabo group, we felt we needed to continue paving the way for our vertical growth and presence in the market, maintaining our values and still pursuing our shared goals.

“The goal is to create beautiful designs, to impact as little as possible on the environment and to deliver superior quality.”

Pioneer adds three new colours to latex line

The manufacturer of Qualatex balloons has announced the addition of Cranberry Cashmere and Cactus to its latex product line.

The new colours will be available shortly in 5", 11" and 16" round balloons, as well as a three-foot version. Pioneer Europe and Qualatex distributors are now taking pre-orders.

Marie Gransbury, md at Pioneer Europe, commented: “We are thrilled to bring the marketplace three new Qualatex latex balloon colours that are some of the most unique, desirable, and marketable hues.

“Qualatex has always been known for innovation, and these new colours are just one more example of our continuing commitment to bring distinctive, high-quality products to our customers.”

“Cashmere, like its name, is very luxurious. It is a perfect light neutral, with warm grey undertones. It works beautifully for weddings or sophisticated décor. Cactus is a muted green that pairs well with everything from classic neutrals to vibrant tropical hues and is very on-trend right now. Cranberry is a deep red shade that easily goes from the sophistication of a wedding or birthday celebration to the casualness of a school sporting event.”

Below : Cranberry, Cashmere and Cactus join the Qualatex latex line.

Left: Themes in the new Maverick Party Design range, include Game Controller and Woodland, and many more.

Wonder invests £8m and consolidates warehousing and distribution

Wonder, which rebranded from Amscan last year, is now benefitting from robots able to automatically pick around 35,000 SKUs. The investment will further enable the company to achieve its objective of becoming a £500m turnover business by 2026.

As a result of the investment, all brands under the Wonder umbrella – Amscan, Ginger Ray and Party Delights – and all B2B and B2C sales channels, will be distributed from the Milton Keynes facility by the middle of 2023. The consolidation is focused on warehousing and distribution with all existing commercial offices remaining in their current locations.

The investment will enable increased stock availability within one central location; faster order turnaround time for all customer channels; greater capacity to handle a larger number of customer orders; and

extended next day delivery cut-off to 9pm for B2C customers.

The system, which is called AutoStore and was installed by Element Logic, is regarded as the leading warehouse automation system in the industry.

Joe Hennigan, Wonder chief executive, commented: “Our investment in the latest warehouse technologies provides us with the infrastructure for further sustainable profitable growth. This is a significant investment and is another statement of intent regarding the extent of our ambition and plans for future expansion.

“World class customer service and experience is one of our key objectives and this investment will increase both our efficiency and speed of service to customers.

“It was a complex project, which forms an important element of our ongoing business transformation, and our

distribution and logistics team have been outstanding in scoping and managing the investment.

“Our customers are already experiencing the benefits it delivers and we look forward to further evolving our use of the system as we continue to implement our plans to achieve a £500m turnover by 2026.”

In addition, a new 13,500 sq ft mezzanine floor has been built in the DC. This provides

facilities for the company’s value-added services and supports the significant growth demands for customised and personalised products.

The new systems and consolidation will also enable Wonder to reduce the annual road usage of its logistics vehicles by 200,000 miles per year. As part of the overall investment, the business has installed sensorbased LED lights in the DC to save energy costs and reduce its carbon footprint. The reduced road usage and lighting initiatives both link to the delivery of the company’s environmental, social and governance strategy (ESG).

Grabo introduces new colours

The new Matte and Satin lines are designed to offer innovative, trend-led products suited to glamorous parties.

Lilac joins the colour range, which is gaining popularity in parties of all genres and is suited to a wide range of party themes and styles.

Grabo has also introduced a number of neutral colours such as nude, olive green, cream, caramel and chocolate, which offer opportunities for creating organic, refined and chic compositions.

Above: Grabo’s new colours and finishes are suited to a range of different occasions

B-Loony becomes an Employee Ownership Trust

The directors of the Chesham-based manufacturer of printed balloons, flags, bunting and promotional products manufacturer, have announced plans which saw the firm’s employees take ownership of the business on 10 February.

As an Employee Owned Trust (EOT), B-Loony’s employees will have a stake in the success of the business, with a say in its direction and an opportunity to share in its profits. Key to their decision was safeguarding the culture and values of the business for the benefit of their loyal and long-serving employees.

This historic transition marks a new chapter in B-Loony’s 45-year history and it is hoped will bring significant benefits for customers, employees, and the local community in Chesham providing jobs and contributing to the local economy.

In a statement on behalf of directors Andy MacInnes, Mike Cussell and James Clephan, Andy said: “Becoming an Employee Owned Trust is a natural next step for B-Loony. Our employees have been the backbone of the company for 45 years, many of them long serving, and we believe that giving them a stake in the business will only strengthen our commitment to excellence.

“B-Loony has been creating lots of fun experiences for customers’ events, supplying printed balloons, flags, bunting and top-quality promotional products for over four decades. By setting up an EOT, we maintain our unique B-Loony brand identity, protect the jobs of our employees and give them an incentive in the future growth of the business.

“We’re really excited about this new opportunity for B-Loony and the benefits it will bring for our employees, customers, and the local community.”

Structurally, little will change in the day-to-day running of the business with the directors and existing senior management team continuing to run the business while maintaining the same close relationships with customers and suppliers.

Above: B-Loony’s employees will now have a stake in the success of the business

Below: AutoStore is regarded as the leading warehouse automation system in the industry.

Disguise signs Afro Unicorn

The costume division of Jakks Pacific has signed the costume rights to Afro Unicorn for North America and EMEA.

From 2023, Disguise will design, market, manufacture and distribute costumes and costume accessories for Afro Unicorn – a conscious brand with a mission to uplift and celebrate women and children of colour.

Afro Unicorn was created by April Showers to represent the uniqueness of children and women of colour in a diverse and inclusive fashion. After being told she was a unicorn by so many, April started to explore the unicorn symbol only to realise it is only available in white and lacks representation. April then created a unicorn in multiple shades to represent a range of women of colour, and Afro Unicorn was born.

The brand is present in 25 categories, from apparel and accessories to toys, puzzles, books, bedding, backpacks and more.

With the May 2022 Walmart launch, Afro Unicorn became a pioneer – the first female, black-owned business to own a

licensed character brand in major retail. The brand can be found in all major retail chains, both in-store and online.

Tara Hefter, president and gm of Disguise, commented: “Disguise is proud to be launching Afro Unicorn products to support the extraordinary brand that its visionary founder and ceo April Showers has built to highlight the importance of representation and black beauty,

“Diversity and inclusivity are important attributes to Disguise and the costumes we create globally and we are excited to launch beautiful costumes in support of such an amazing brand.”

April added: “It is absolutely thrilling to partner with Disguise on such incredibly inspiring costumes and costume accessories. By expanding my empowerment-led brand into this creative realm, children can live and play in a fantastical world of Afronia, brimming with characters, where they can be their authentic selves through play and their imaginations.”

Right: Disguise will manufacture and distribute costumes and accessories for Afro Unicorn

Smiffys unveils Warner Bros Horror collection

Smiffys, in collaboration with Warner Bros. Discovery Global Consumer Products, has announced the launch of its new Horror and Spooky costume collection.

The new partnership will help bring some of the most iconic horror characters to life, including Freddy Krueger from A Nightmare on Elm Street, Jason Voorhees from Friday the 13th, and Annabelle from The Conjuring Universe. Horror fans will be spoilt for choice as the range also features some of the scariest classics such as The Exorcist, The Nun and IT. For fans of the spooky family classics, the collection will also feature characters from films such as Corpse Bride and Beetlejuice.

Hootyballoo brings the party to Spring Fair 2023

Hall 3 was home to Hootyballoo’s new exhibition stand, which stood vibrant and imposing at the very centre.

With display space for over 200 new products and for the first time, a new Party Shop concept, Hootyballoo made a big impact in the marketplace.

The team were busy from the start to the end of the show, with both existing clients and new, taking lots of enquiries and orders. Enquiries were also taken from a range of international customers and distribution partners, who were very interested in the new Club Green Channel Partner Programme, which is set to launch soon.

Quote of the week from a new customer: “We had heard about Hootyballoo, but now seeing your stand and your gorgeous ranges, we can see why everyone is talking about you and wants to stock your products.”

Michele Gaudelli, commercial director, commented: “This is the kind of feedback we love, our customers, existing and new, mean a lot to us. We listen and work closely with our customers, so hearing such great things from them means we are obviously doing something right.”

Above: The new Hootyballoo stand made a big impact at Spring Fair

Dominique Peckett, director of Smiffys, explained: “Having these iconic Horror and Spooky properties as part of our line up is an amazing addition to our Halloween collection. These characters are instantly recognisable and timeless, and we are so excited to launch these two new collections for 2023.”

Smiffys will preview the collection at Spielwarenmesse next week. The new range of costumes, accessories and wigs are available to preorder now at smiffystrade.com.

Below: The Horror and Spooky costume collection brings some of the most iconic horror characters to life.

Grabo appoints new marketing director

Pier Pierucci joins the company with over 40 years of experience in marketing and communications.

Grabo is expanding its marketing department with the new hire, as part of a strategic investment to achieve its long-term goals.

Pier brings a wealth of experience in marketing

and will guide the company to new challenges by anticipating new trends.

Pier’s passion for marketing began at a young age, and his interest in the world of youth and entertainment led to him working with Aquafan water park in Riccione as marketing and creative consultant since 1998.

Palmer Agencies to distribute Barbie the Movie range

Palmer Agencies has teamed up with FunWorld and InSpirit Designs to distribute Barbie the Movie licensed costumes in Europe.

InSpirit Designs is a driving force in developing licences and alongside Palmer’s long-standing US partner, FunWorld, Palmer Agencies expects to be successful in reaching all corners of the European market with the new collection.

Barbie the Movie is released on 21 July, 2023, featuring Margot Robbie (Barbie), Ryan Gosling (Ken), Will Ferrell and many others.

Palmer Agencies encourages early ordering to secure stock for what promises to be one of the cinematic events of the year.

Sergio Battaner, sales and marketing director, Palmer Agencies, commented: “We are tickled pink about adding this superb licence to our repertoire. We expect an extremely strong demand for these costumes (adult and children). Early pre-ordering is highly recommended as this licence will be very much in demand. I am personally over the moon about this development and…. I may even change my name to Sergio Barbiettaner to celebrate.”

Below: Palmer Agencies will be distributing the costumes in Europe.

Pier is also passionate about the environment and is an investor in the Let it Trees project, which aims to save the Amazon rainforest from deforestation.

Jonathan Grassi, executive marketing director, said: “We are very excited to start this new chapter with Pier.”

Right: Pier joins Grabo as marketing director.

Spring Fair puts Gemar on the UK map

Spring Fair 2023 saw Gemar celebrate its new UK launch with more products, ideas and classes and more opportunities to create special moments.

Gemar came to Spring Fair with the intention of making a big splash, starting with an eye-catching stand decorated in a colourful style by Blow it with Bex, Cheeky Gorgeous and Kez’s Facepainting, alongside the 14-strong Gemar ‘dream team’.

On display were new designs, balloon accessories and products. Reflecting Gemar’s commitment to sustainability, the company also introduced its new 100% bio-based balloons, made with renewable caoutchouc, sourced from FSC certified plantations.

The company also presented its vision of the future with Gemar Creator – a new cutting edge app that’s set to change the rules of balloon design and inspire a new era of balloon innovation.

Gemar’s stand was home to demonstrations and live classes from experts, providing inspiration for visitors. The stand drew visitors from far and wide, including a new generation, with baby Theo stealing the limelight and everyone’s hearts.

Gloria Veta, global brand director, commented: “Expos are where new ideas are waiting to be discovered and where relationships are forged. Everyone is unique and worthwhile, but this year, the Spring Fair was extra special and we’re looking forward to building even stronger relationships within the UK’s party industry.”

With stock now readily available in the UK, along with a strong marketing strategy and a Go Green project, 2023 promises to be an exciting year for Gemar UK.

John-Paul Banbury, head of Gemar UK, added: “Spring Fair was a remarkable week, the passion, commitment, and love for the brand was a joy to be a part of. Meeting so many creative and talented individuals was inspiring and gives us great confidence that Gemar UK is in a special place to help grow and innovate the UK’s balloon and party industry.”

Above: Gemar launched its new UK division at Spring Fair in February

The balloon world is about to change

Meet Gemar Creator, an innovative, easy and truly complete tool that rewrites the rules of professional balloon design

Extensive range of controls

Simplified management of the levels

Large gallery of presets and templates

Total control of design activities

Realistic preview of compositions and final recipe

Party City: details of bankruptcy announced

Further details of Party City’s bankruptcy proceedings have been announced after the retailer filed for Chapter 11 bankruptcy in January . Party City has reportedly been given provisional court permission to pay suppliers and other vendors deemed critical to its operations. The retailer filed for permission to spend $12.7 million to pay key domestic and international vendors, as well as lienholders and other trade creditors.

In total, Party City expects to pay $74 million to its critical vendors over the course of its bankruptcy. Under the supervised process of Chapter 11, where payments and debts are regulated, Party City must seek court approval to distribute payments to critical vendors.

For future orders, US media outlets have reported that some of Party City’s key suppliers have joined together to negotiate better trade terms for Halloween. As orders are beginning to be placed now, the suppliers have to decide soon if they are

Kalisan appoints new UK sales director

The balloon brand says that Kerry Ferguson’s appointment will be the first of two of three exciting appointments over the coming year.

Kerry joins with a wealth of experience as both a trainer and a salesperson within the balloon industry. Following an initial period in Turkey at the Kalisan HQ, Kerry will make plans to further develop the brand in the UK.

The new sales director will be in touch with many customers in due course, but any questions in the meantime should be directed to md, Richard Aylett.

Richard commented: “Kerry comes to us after working in the industry for many years, I for one think this is a great appointment and shows the ambition of Kalisan is certainly heading in the right

willing to ship to the bankrupt company, and on what terms.

Jason Torf, an attorney representing the suppliers group, told Bloomberg: “It’s crunch time. The goal of the committee is to support Party City, but in a way that protects these vendors.”

Party City has proposed paying suppliers two months after Halloween, by 31 December, according to Jason. That means suppliers have to take on millions of dollars of risk without a guarantee of how the company’s restructuring will unfold. Court papers also show that Party City still owes money from prebankruptcy shipments.

In an emailed statement, Party City said that the company “appreciates the significant positive support we’ve received from our valued vendor base as we continue to advance our process and best position the business on stronger financial footing for the future.”

So far, according to documents filed in Bankruptcy

court in Houston, Texas, there will be ten stores closed and another 18 will be auctioned and sold off. It has not been announced when the closures will take place, and the company says more closures could occur.

A&G Real Estate Partners, in its capacity as real estate advisor to Party City, plans to auction a total of 18 leases in 10 states, while also engaging with landlords to reduce occupancy costs as part of the company’s real estate optimisation strategy.

Andy Graiser, co-president of A&G, commented: “Party City recognises that the retail world and the consumer are constantly evolving and that real estate portfolios need to be modified accordingly. We fully expect to market additional Party City leases in the weeks ahead. For retailers, that will translate into an opportunity to benefit from Party City’s desirable

locations and incredible market penetration. Stay tuned.”

Marc Ehle, Party City’s evp of enterprise operations, added: “Party City is the go-to brand in the celebrations space, and we are excited about the future of our goforward fleet as we continue to enhance the shopping experience for our customers.

“As we look to the future, our real estate strategy requires optimising the performance of every viable location and exiting those that cannot be brought into alignment with our key financial metrics.”

The retailer operates over 800 stores, and owns the vast majority of these locations, according to the court papers.

Smiffys introduces Beetlejuice and Friday the 13th lines for Halloween

The new range sees the main man reimagined for the whole family, with matching black and white suits featuring graphics from the movie, and iconic green and white wigs. For the cult fans of Beetlejuice, Smiffys has also launched the bride and groom costumes. Beetlejuice and Lydia are brought to life in the vivid red costumes featured in the wedding scene of the film. Available in both classic and mini styles, Lydia’s red dress is completed with matching handbag and wig. Sporty meets spooky with the new Friday the 13th Hockey top and dress, inspired by Jason’s iconic mask from the movie. The matching costumes are the perfect couples look for Halloween, finished off with the Jason Voorhees mask.

direction. This is the first of three planned appointments as we look to further develop and strengthen the brand within the UK.

“Kalisan has quickly become one of the leading latex balloon brands within the industry and with Kerry leading our sales and training teams, we can only hope our ambitions continue to flourish.

Above: Kerry joins Kalisan with a wealth of experience in the balloon industry

Above: 18 Party City leases will be auctioned off as part of the real estate strategy

Below: There’s something for all the family with the new Beetlejuice costumes.

Order now whilst stocks last!

Once is nothing

HOW LONG HAVE YOU BEEN AT GRABO?

I have formally been in Grabo for seven years now, but my whole life I have been surrounded by balloons and by the party atmosphere.

WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?

The biggest achievement in Grabo has been to shift the perspective of the company working on what had been beautifully built during the first years of the company. From a quality product, made according to highest worldwide standards, we managed to create a brand new way of developing our vision, expanding our range, expanding our team, upping everyone’s game by leading key members of staff to new highs and finding key agreements throughout the world to strengthen our presence and brand.

FAVOURITE PART OF YOUR JOB?

The favourite part of my job has to be the first part of every project. The mix of adrenaline and uncertainty that paves the way to new projects is always fundamental. Constantly adapting to how the world changes is a key part of the life of a

business, and in order to do so, one (or a company as a whole) must be prepared to go back into the field at all times.

WHO IS THE UNSUNG HERO OF THE COMPANY?

Among all the unsung heroes who are a part of Grabo, and I could name quite a few good ones, I would like to take this opportunity to thank Stefano, our printing department manager, who has been with us for more than 25 years and has never let us down. During the high growth period he was always reliable, he managed to educate a big number of people in a very short time and deliver a great job. His eye, his knowledge, his dedication are unparalleled in Grabo and we are grateful for his efforts every day.

WHAT IS THE BIGGEST CHANGE WITHIN THE PARTY INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT?

The biggest changes in party must be both the two latest issues: plastic and helium supply. We all thought helium would have been back to normal in 2021 but two long years have gone by and the situation is not only not getting better, but actually it is

getting tighter. It seems as if the exceptional situation we were preparing for is slowly starting to become an ordinary one.

And of course plastic. Finding a legal framework to deal with environmental issues and, at the same time, trying to maintain job occupancy and competitiveness on the market is no piece of cake. Yet, the horizon we walk towards gave us matters of urgency we need to cope with and resolve.

The objective of the business is to work effortlessly towards a goal that shares the aforementioned values. It is not a simple task, but as an industry we will find the most beneficial answer to, this I am sure.

The other big changes all relate to exogenous factors really, so the arrival of eShops, social media which have sped up trends and changed the consumer’s way of thinking. We don’t have much proactive margin on these factors, we can try and be as responsive as we can.

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN?

1) The way to hell is paved with good intentions. This is an Italian saying I live by and it is self explanatory.

2) The other is German and it goes like: Einmal is Keinmal, meaning: everything that happens in life once has no reality, no depth, it doesn’t exist. This goes for anything: life, love, business. It is the consistency of events, of efforts, that transforms nothingness into being. Once is nothing: corollary is that dedication, attention and care creates the humus for everything.

BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE LAST YEAR?

‘Gnothi seauton’, which literally translates into ‘know thyself’. Getting by in this world is all about knowledge and wisdom. And the deepest, darkest, fiercest challenge is to know oneself. By properly knowing oneself, one can learn how to know, understand and empathise with other people. So the lesson is first of all personal, and has only to do with oneself. And secondly it is functional, because it helps govern life in business and other problematic situations.

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

There are so many things that would need changing. I really think we would need a two day seminar for this so I’ll just pass the question.

IF YOU DIDN’T WORK IN THE PARTY INDUSTRY, WHAT INDUSTRY WOULD YOU WORK IN AND WHY?

Like I do already, I produce wine in my winery Tenuta Gaiano and, in the remaining part of my time, I dedicate myself to journalism and editorial publishing through my company, Gog.

Jonathan Grassi, executive managing director at Grabo, chats about a lifetime with balloons, adapting to change and good intentions.

Left: Jonathan Grassi.

It’s good to try new things

But recently we visited my wife’s sister and her husband in Portland, Oregon, a beautiful city that I am not well familiar with. During our visit I ran twice, each time through fascinating new neighborhoods filled with interesting architecture, retailers, parks and other attractions. My normal run is about 45 minutes long; during these runs in Portland, the first time I looked at my smartphone my running time was nearly up and I was barely tired. The point? Sometimes it’s good to try new things.

I mention this because over the past year I’ve fielded a number of phone calls from costume shop owners unhappy that one or more costume suppliers they had long dealt

with had changed their discount structure or product lines. While I sympathised with them, I also encouraged them to consider new suppliers. These shops are comfortable with the suppliers they have used for decades, and that’s wonderful, but I told them they may be pleased with what some other, less familiar, suppliers offer.

I can say that confidently because today, in fact, there are many new costume, mask and accessory manufacturers that offer innovative products. I won’t ‘name names’, but you can find a long list of innovative suppliers on the costumers. org website under the tab ‘Buyer’s Group’. This is a list of the Vendor Members of the National Costumers Association who offer discounts to members.

On this list you’ll find a company founded by a sister/brother duo who have crafted a line of costumes that are, as they describe, mid-tier but edgy. These finely made costumes compete with some of the bigger-name lines, but are probably rather unfamiliar to the everyday consumer. Among their more innovative offerings are wagon covers, which convert a child’s wagon into a circus wagon or jet airplane.

Another new Vendor Member of the NCA offers costumes that are all based on a standard, comfortable bodysuit, printed with a massive variety of hyper-realistic characters, ranging from cowboys to sports figures to mermaids. Because the bodysuit is standard to their costumes, they can affordably create short runs, which means their minimums to retailers are delightfully low.

In the category of masks, there is a vendor on that list that has created a tremendously diverse list of masks ranging from steam punk, to Venetian, to theatrical. They own their own factory, so the economics and timing of their manufacturing process translate to solid deals and availability to retailers. And their range of products means a costume shop can easily carry a full line that will never be seen at the big box retailers.

Those examples are just scratching the surface of what’s available these days from innovative, fresh-thinking costume suppliers. They may not offer the licensed products that the big manufacturers offer – and you may find you need some of those for your customers – but what they offer will definitely attract interest among customers who are looking for something different. Just like my Portland jogging routes were a truly enjoyable change from my normal routine, you may find that trying some of these suppliers could bring a new level of enthusiasm to your store’s offerings.

I’m a jogger. My wife and I live in Chicago, and have owned the same condominium for about seven years. That means that my jogging routes are totally established. In fact, I have a set route for every day of the week, and I almost never waver from those.

director of the National Costumers Association. Contact him at executivedirector@costumers.org.

Inset: Sometimes it’s good to try new things, says Ed.

FEEDBACK

Having made a successful return to schools last year, teacher strikes did little to dampen the enthusiasm for World Book Day this year, and schools around the UK saw children dressing as their favourite characters. But did that translate to sales for the dress-up sector? Progressive Party caught up with some key suppliers to find out.

Celebrating its 26th year in 2023, World Book Day’s mission is to see more children with a lifelong habit of reading for pleasure, and the improved life chances this will bring them. Each child in the UK received a voucher again this year, and many schools celebrated the event with the annual dressing up day for teachers and pupils. But how was it for you?

DRESSED FOR SUCCESS

ANEESA BEASLEY head of sales, Disguise EMEA

“Overall, reported consumer sales this year have been consistently slower year-on-year across all channels. There are a number of influencing factors, outside of the obvious economic challenges we are all currently facing. Many schools across the UK were affected by National Teacher Strikes on the actual day of the event. Half Term holidays and events are happening earlier in many regions in 2023 vs 2022, which does have an impact on shopping habits as consumers continue to prioritise spending. Many consumers have been engaging in other activities outside of dressing up, with crafting events, sleepovers and storytelling sessions, reducing demand in market.

“No huge surprises on favourite characters, with Harry Potter and associated characters remaining best sellers. Beatrix Potter and Julia Donaldson title characters worked well across all age groups.

“However, we have definitely seen an increase in retailer listings and sell though for non-traditional literary characters such as Disney Princess and Marvel Superheroes, as well as increasing demand for gaming licences like Super Mario Bros. and Minecraft.

“We do continue to see more people reusing and sharing dress up items they already have and creating homemade costumes. However, for many WBD still gives the children the opportunity to immerse themselves into their favourite books and characters. This year’s theme of ‘Your World Book Day’ has encouraged children to be creative and dress up as who they want to. Parents are looking for opportunities to get more for their money so we are seeing trade ups to licensed products or those with added value and accessories to get more longevity after the event.

“Consumers are spoilt for choice when it comes to dressing up; there’s a wide variety of products available across all retail channels, catering for all budgets. Supermarket brands continue to dominate the space with breadth of product range and added value features at competitive pricing. More recently, value chains are following closely behind, as they continue to offer wider ranges, with more focus on licensed products.

“2023 saw more promotional activity across the market than ever before, with most major retailers offering money off messages at some point throughout the event. Those who have participated, have reported increased sales as a result of the activity. We are expecting to see the promos continuing to grow in these key moments and events.”

PETE SILVER head of sales UK, Rubies

“Our sales for World Book Day were simply phenomenal. As the official partner, it’s always a joy to see little ones getting into character and engaging in a love for reading on the big day. Key trends for this year amongst World Book Day dress-up included generic costumes being preferred to licensed; an advantage of these types of costumes to consumers, is they can put their own stamp on it and make it their own, and also one fancy dress can represent an abundance of characters and books.

“Our retail customers maximised the event by making sure they ordered their stock early in advance, as shoppers are buying and preparing earlier than ever, and by keeping ontrend by ordering our new and updated styles and designs.”

SERGIO BATTANER sales

and marketing director, Palmer Agencies

“World Book Day certainly is a very welcome event at party shops and websites, creating a buzz over the complicated months of February and March. While the children are indeed the stars of the day, teachers are also part of the celebrations. At Palmer Agencies, we are always amazed with the strong demand for our Fox Adult Mask with Moving Mouth, a realistic animal mask with moving mouth, allowing for a real WOW effect when the adult becomes Fantastic Mr Fox. It is a vacuum form mask with plush and eyes that will have everyone talking about its quality and finish.”

ELLIOTT PECKETT director, Smiffys

“Book Day sales were strong for Smiffys once again, with independents topping up their pre orders with last minute orders to meet demand. We saw growth of over 50% compared to 2022, continuing the trend of strong key seasons post-covid and consumers continuing to spend on costumes and dress up, which is fantastic news.

“Sales of our Gruffalo costumes and other Julia Donaldson classics, including Zog and Stick Man, were very impressive. We also noticed children dressing up as inspirational icons, from Marcus Rashford and Prince Harry, to Freida Kahlo and Vivienne Westwood, so it was interesting to see them choosing real life heroes over fictional characters in storybooks.

“The demand for costumes for book day is still strong, continuing on from a buoyant Halloween (and Carnival in the EU), so consumers are continuing to value spending in this category. However what customers are buying is changing and it was noticeable to see consumers creating character costumes using accessories to transform their everyday clothing into recognisable icons.

“Consumers are very much continuing the trend to shop local with indies for World Book Day, with lots of last minute sales. Because of the date the event falls on, customers were shopping in the last few days before Book Day after February pay day. This was a massive opportunity for bricks and mortar retail stores, as customers don’t have to rely on trusting that a delivery service will arrive on time and can purchase very close to the event.“

ERWIN VAN DIJK account manager,

Opposuits

“As Harry Potter is still one of the most popular books and movies for children, we can definitely see this in our sales as well. With our official licensed Suitmeister Suit for kids as well as for adults we do offer a great product for children to dress up like their favourite fantasy character.”

SAM TAYLOR category manager for dress up, Amscan

“It was a positive World Book Day for Amscan with us seeing year on year growth. The introduction of Roald Dahl to our dress up portfolio was a huge success with our customers. We also saw growth within our core Book Week portfolio year on year too, some of the standout performers being Harry Potter, Dr Suess, The Very Hungry Caterpillar, and Bluey.

“The biggest trend this World Book Day was Matilda, with Movie launch and TV release made it a popular character choice and one of our best performing costumes. Evergreen classics like Harry Potter, Hermione Granger and storybook characters again was a key trend amongst children.

“We have also seen an increase in adult costume purchases, where teachers and parents are getting more involved in World Book Day; some of the most popular costumes were Willy Wonka, Golden Tickets and Matilda adults.

“A trend we have seen growing year on year is baby and toddler around World Book Day, some firm favourites were Batman Baby, Matilda Baby, and all animal characters.

“Here at Amscan we always endeavour to create costumes to suit varying budgets. We offer different price point products for all seasons across our generic and licensed portfolio, to ensure there is a product available for all customer needs. We’re constantly trying to adapt for the ever-changing marketing.

“We saw strong growth in our independent channel driven by key licences like Roald Dahl, Harry Potter, Warner Bros. Superheroes. This suggests that there is still an appetite for consumers to visit high street retailers and see these costumes in person.

“Retailers maximised the events by stocking all key characters for World Book Day, and Amscan ensured we supported our retailers with good stock availability, supporting marketing assets and quick delivery, resulting in a positive Book Week.”

A right royal

celebration

On Saturday 6 May, 2023, King Charles III will be crowned alongside Camilla, the Queen Consort, at Westminster Abbey, to formalise his role. To mark the occasion, there will be an extra Bank Holiday on Monday 8 May, and various events will take place over the weekend, including a concert and laser light show at Windsor Castle on Sunday 7 May.

People are also being encouraged to hold Celebration Big Lunch street parties across the UK, and tens of thousands of street parties are expected to be staged during the weekend. Pubs, clubs and bars across England and Wales will be allowed to stay open for two extra hours over the weekend too. So it seems we are set for a big party.

Culture secretary, Lucy Frazer said: “We want everyone up and down the country to have the opportunity to get involved in the Coronation of His Majesty the King and Her Majesty the Queen Consort. This is a fantastic occasion to come together with friends, family and your local community to mark this historic moment.”

The party industry is expecting the event to be big. Elliott Peckett, director at Smiffys, tells us: “The excitement around the King’s Coronation this May is building, boosted by the official Bank Holiday, which has been recognised by most businesses across the country. We

have seen strong pre-orders on our Union Jack range for the occasion across both costumes and partyware, and have already sold out on key lines across the range.

“The Coronation is a great opportunity for the industry, which offers an extra excuse to party in 2023, giving an extra boost in sales between Easter and the summer festival season. With an extra day off in the calendar for most of the UK, we expect to see the return of the street party.”

That enthusiasm is being seen by others too. Emily Duke, marketing and design coordinator at Amscan explains: “King Charles III’s Coronation has been some time in the making; here at Amscan, we’re super excited and can’t wait to celebrate this historical occasion. There’s already been some firm sell out favourites, which means people are most certainly looking to celebrate.

“With our core ranges and multiple core-coloured items to tie in, there’s plenty of décor to support people coming together around the UK to celebrate, whether it’s with a private garden party or a full street party where the entire community can join in the fun. We’re hoping to see communities

build on the extravaganzas from 2022.”

Ross Feeney, operations director at Club Green continues: “In 2022 our Jubilee range was very successful, and we had a lot of early enquiries about a Coronation range, which gave us confidence to create a new range for 2023. We launched our new Coronation range, including bespoke FSDUs, at Spring Fair and the response has been incredible.

“Retailers are clearly expecting the Coronation to provide a sales boost, and after a slow start to 2023 (with more tough news on inflation and energy prices), I think people are eagerly anticipating the opportunity to celebrate. With the Coronation scheduled for May, when the weather will hopefully be better, and the addition of a Bank Holiday, I think there will be lots of street parties and celebrations – it is after all, the first Coronation in three generations, so why not celebrate?”

Many are expecting the Coronation to be celebrated on a scale that the Jubilee was in 2022. Sergio Battaner, sales and marketing director at Palmer Agencies, predicts: “Well, this is certainly the UK event of the year. We’re sure that all pageantry, pomp and circumstance will be displayed and broadcasted to the world.

“We believe the theme will be very similar to previous Jubilee celebrations for the late Queen Elizabeth II and there will be a very strong community element with street parties, children’s activities, and community centres taking the lead throughout the country

May will see the UK come together to celebrate the Coronation of King Charles III. With a Bank Holiday set for Monday 8 May, and a range of national and local parties, events and celebrations planned, the UK is set to once again don the Union Jacks and get together to party. PPE found out what the party industry’s hopes and expectations are for the event.

Right: Qualatex has a range of crown design balloons ideal for any Coronation party.

Left: Club Green has both Coronation specific items and a Royally British collection, featuring the Union Jack.

to display Union Flags, displays of affection for the monarchy and a sense of history in the making.”

Henbrandt has seen a strong interest already and expects Jubilee-scale celebrations too. George Morgan, lead graphic designer, says: “We have already exceeded our expectations for the occasion as customers are planning ahead, and sales of flags, bunting and anything patriotic are increasing daily. The Coronation will no doubt be as big an experience as the Jubilee was for the general public. Celebrations will be countrywide and the sales of anything Union Jack, or king related, will skyrocket.”

Pete Silver, head of sales at Rubies, agrees that Union Jacks are key: “We can’t wait to see people take to the streets to celebrate the Coronation of King Charles III. With all the parties and gatherings comes an uplift in demand for everything Coronation or party related – we expect it to be the busiest time of the year for Union Flag and royalty themed accessories.”

But there could be more to the Coronation that Union Jacks. Elliott explains how retailers can make the most of the event: “We know the UK loves an excuse to party, and the Coronation Bank Holiday will be no different. As well as the typical Union Jack themed items, retailers can maximise sales by also targeting those enjoying the day away from the royal celebrations. We expect to see boosted sales in costumes and party décor in other popular summer themes, as the public enjoy a second Bank Holiday weekend full of garden parties and BBQs.”

And Pete sees marketing as key for increasing sales: “Retailers can maximise this opportunity by sharing their unique offering across social media as consumers look to networks for inspiration for their big bash, or by creating in-store or

online dedicated displays. On top of this, ordering your stock as early as possible and anticipating a higher than ever demand are two sure-fire ways to make sure you capitalise on the interest.”

Variety is also key, as Ross explains: “Our range contains a selection of Coronation-specific items, complemented by our Royally British range, which features the Union Jack and therefore has more longevity. We’re recommending to our clients to stock a broad mix of both ranges to maximise on the opportunities.”

Many think balloons will be key for the Coronation celebration. Jonathan Grassi, executive managing director of Grabo, comments: “As we look ahead to the upcoming Coronation of King Charles III in May, we anticipate a surge in demand for high quality balloons that will add colour and festivity to this historic event. We at Grabo Balloons are proud to play a role in this momentous occasion by providing our top of the range balloons to those who wish to celebrate in style.”

Gloria Veta, brand and sales director at Gemar, agrees: “While the Coronation of King Charles in May 2023 is a more formal affair than the Golden Jubilee in 2002, it’s still going to be a massive occasion – and that means there’s

going to be a big surge in demand for balloons. Moments like these don’t happen often.

“The Coronation is a real opportunity to showcase the amazing artistic potential of balloons. With a little imagination and talent, they can be used to create fabulous decorations – from a small and colourful crown to a large art installation. We have the chance to amaze and inspire a new generation of fans and ultimately that’s great for our industry.”

Julie Dommett, head of marketing at Pioneer Europe, added: “We have had very positive feedback from customers that our Crown balloons are an easy product investment decision since, as well as using for Coronation celebrations, the designs also work brilliantly all year round for princess parties and bouquets.”

There are concerns that Coronation related stocks will run low. Mark Brett, sole UK agent for Boland, expands: “If only 0.5% of the UK population (approximately 350,000) wanted to wear a crown on Coronation day, they can’t. Cardboard and paper versions aside, there aren’t enough

younger end of the celebrating scale. Her response was that most of her friends were going to have some sort of party because they had never had a king before.

“It’ll be big. One of my customers received an order of 80,000 coronation lunch boxes in December. Just maybe not quite as big as a jubilee, but certainly different. Less about the individual and more about the title of king.”

Elliott also thinks the celebration may be slightly smaller than 2022’s Jubilee: “Although we have high expectation for the event, we feel this occasion won’t be celebrated quite as widely as the Jubilee as the public doesn’t yet have as strong a bond with our King as they did with the Queen after her 70 years on the throne.”

It seems fair to say that there’s a party coming and it’s time to stock the shelves with red, white, blue, crowns and the like. So turn over to find out what new products are on offer ahead of the coronation.

Right: Gemar encourages retailers to create eye-catching displays for the Coronation with its red, white and blue balloons.

Right: Club Green will be flying the flag for King Charles III. Below: Street parties can be made more regal with Amscan’s offering, including this cupcake kit.

THE ROYAL CORONATION

selection of balloons, including the gold glitter crowns and more girly version in glittering pink, has been carefully curated to meet the needs of its customers and the company is confident they will exceed expectations.

Club Green has incorporated a silhouette of King Charles into both a new flag and decorative bunting for the Coronation. Both items include gold foiling and provide a great addition to any party or celebration. Both items available to order now, but stock is selling fast, so order today.

Gemar is expecting good sales across its range, but especially for its patriotic packs of assorted red, white and blue balloons. They’re the defining colours of the British flag and will be out in force everywhere. Dress like a king with the crown and robes from Boland in regal purple and gold with coloured jewels.

For a more sustainable approach, check out Amscan’s new sustainable solid colour tableware. The range comprises FSC certified plates with the traditional PET coating removed, as well as compostable napkins and reusable cutlery. With 18 colours in the wardrobe, there’s something for every party.

Everyone can join the event at home with Palmer Agencies King’s Robe, with a rich red satin finish cape with gold trim and ermine fur collar – all you need to be king for the day.

The red and gold crown from Palmer Agencies matches the cape and would add to the regal occasion.

covered by Henbrandt, including small and large options and hand flags.

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THE ROYAL CORONATION

There are plenty of balloon items to add to the Coronation décor at Amscan. The Sempertex fashion tones in red, white and blue and the Reflex tones of Reflex Gold, Blue and Crystal Red are ideal for a party. For smaller events, the DIY Balloon Garland Kit is ideal for framing a table or making into a table runner.

An essential for every Coronation celebration or street party in the Qualatex Union Jack Bubble Balloon. These balloons are ideal for either helium filled bouquets or air-filled designs. The long float time on the Bubble Balloon means it’s ideal for retail window displays too.

Henbrandt get consumers Coronation party ready, including the Union Jack Plastic Bowler Hat, Union Jack Shutter Glasses, Union Jack Party Cone Hat, and Union Jack Braces.

There’s plenty of tableware to choose from at Amscan, including flag adorned plates, cups and napkins, as well as coordinating cake stands, cupcake cases kit and patriotic coloured cake platters. These can be mixed and matched with the metallic tableware and decorations to add a regal vibe.

The Union Jack Paper Confetti Shooters from Henbrandt, will start off any Coronation party with a bang. Available in 20cm, 50cm and 80cm options.

The Qualatex Golden Crown Microfoil shape works brilliantly with the Crown Print 11” latex balloon available in 25ct and 6ct retail, with bouquets of red, white and blue balloons and Union Jack designs.

Pack up street party food in style with Henbrandt’s Union Jack Lunch Boxes. Also available in solid red, white and blue designs, and in a range of sizes.

The joy of balloons

Having worked as a director at the Royal National Institute of Blind People before becoming a balloon artist, Stuart Davies, director of the Big Balloon Build, wanted to do something that combined the joy balloons could provide with giving back to communities and charities. Progressive Party sat down with him to find out all about the events.

Originally, Stuart Davies set up the Big Balloon Build as a development exercise. He wanted to develop his own skills and those of his team of balloon artists. Stuart explains: “I wanted to create training that expanded our horizons and artistic ability, expanded our technical abilities and made us think more creatively.”

After the first build for a charity with other balloon artists in 2016, Stuart noticed people were approaching him to get involved. He continues: “That was when I realised, that like myself, a lot of other people wanted to expand their skillset. Working in the balloon industry is a very

insular event because most of us work alone, many are home based and have very little contact with peers. We try to stick to a 9am-5pm build over three days and then we go out together in the evening as a team.

“So having that contact with others and developing networking opportunities is unbelievable. But also having the chance to use your art and your business to make a purposeful difference to the world, is quite profound.”

The artists learn a range of new skills, while also having the chance to network:

“We made a giant train that was 14’ high and 20’ wide in Kansas City. So they got involved with balloon walls, design work, framework, rigging.”

As well as bringing balloon artists together and learning new skills, the Big Balloon Build works with a charity for each event, meaning each project simultaneously gives something back.

Stuart expands: “It was also about working with my community and having an interaction with that community, which I miss from my previous career. I was assistant director of the Royal National Institute for Blind People in Wales, and part of my role was developing innovative projects that increased inclusion for people with sight loss and overcoming issues that people with sight loss were facing.”

Stuart and his team harness the power of balloons on a huge scale: “If you show a child a single balloon and see the smile on their face, it’s just amazing. Now if you can translate that into 100,000 balloons and have an impact not just on one child, but on a thousand children, 10,000 children, plus the adults who are amazed by it, and then to be able to raise awareness and funds for the charity who support, you take what a balloon can do to the ultimate level. That’s exciting for me.”

Below: The Big Balloon Build brings together a wide range of individuals.

Right: Stuart Davies, director of the Big Balloon Build.

Below: Each build has its own theme.

Below: Seeing the smiles on visitors faces, is just amazing, says Stuart.

Bringing that joy to the community is key to the builds. Stuart explains: “One of the things we always do is ensure the charity’s service users get involved. So they have the opportunity to go around the event without the general public or the media cameras being there.

“We also invite other groups like older people from residential and nursing homes and that is just amazing as well, seeing their faces as they go around this amazing wonderland in their local community. We also invite autistic groups, who there’s no way they would be able to engage in an event of this size in a usual sense, but seeing their parents see the joy on their faces while they’re safe and can engage with something like this, it’s just amazing.”

Each time a Big Balloon Build is planned, it is unique, with a new venue, a different team of balloon artists, a new charity and a different theme. The team also works hard to bring new creative elements to the builds to make them as inclusive as possible.

Stuart says: “We are constantly working on the sensory element of the build. We are going into a 4D development at this stage and we’re looking at increasing lighting and scent. So for instance, we’re doing ‘The Great Outdoors’ in Lake Geneva at the end of March, and we’re going to have pine scent and honey scent and seaside scent by the respective areas.

“Sound is another one we’re bringing in to help people orient themselves. I think that’s pushing balloons to a totally different level, and that’s what we are trying to do. It’s multi-faceted and we want to show the world what balloons can do.”

Pushing the boundaries of the Big Balloon Build is also key: “Next year we’re in Ohio and we’re going to be in an art gallery and the Big Balloon Build will be the art exhibit. That’s going to open balloons up to a totally different audience and show them balloons in a totally different light. It’s so exciting to be at the front of this and to be pushing it. But each and every time I tell the team it’s not my build, it’s their build. They are the ones guiding how this works and it’s that collaborative, cooperative process that makes it so special.”

The Big Balloon Build is independent in terms of the materials it uses, but it works with a number of key suppliers. Premium Conwin is a diamond sponsor and supplies the inflation machines, but also provides professional support to the charity. The team uses a range of balloons and is in discussion with the likes of Qualatex, Gemar, Kalisan, Sempertex and more.

Stuart explains: “We’re looking to work with these companies to get the best out of their materials, while showing what the balloons can do to the wider world. Last year we had over 400 media hits, over 60 TV interviews. We support the artists with how they promote themselves

and so we’ve had articles in Scotland, Jamaica, the Cayman Islands, Sweden, Germany, Austria, Ireland, Canada and pretty much every state in America. What better way to increase the size of the balloon industry than by showing people what is possible with balloons?

“We’re showing the real world what we can do at a high level and that increases the visibility of balloons and the understanding of the joy balloons can bring and what balloons can do. That brings additional opportunities into the industry from corporates and the general public.”

While the team works on final plans

for Lake Geneva in partnership with the Inspiration Ministries charity, there are plenty more in discussion. A build will take place in Colorado in July for the Reach for the Stars charity – a charity for children who have been abused.

Stuart is hoping to organise a build in London in December, if a venue is secured. Then the team heads to South Bend, Indiana in April 2024 with the theme of Carnival for the Ronald McDonald House charity. With about three to four builds a year, Stuart is in discussions with countries outside the US and UK for future events: “It doesn’t matter what culture you are, what religion, what race, balloons are balloons and we can make a difference with the joy of balloons and that’s what we intend to do.”

Going forward Stuart has more plans: “Over the next year or two, I’m hoping to support more balloon artists in how they can make a difference in their community and through that, make a difference to themselves and their own business. It resonates with people to have a purpose in life other than making money and making balloons. It’s that fundamental thing of supporting other humans who need it more.”

Right: Service users from the charities involved are invited in without the general public and media, to enable them to enjoy the space.

Above left: Each Build has a different team of balloon artists. Above: The team constantly brings new elements to the builds. Left: Up to 100,000 balloons are used to create each build.

BALLOONS Green

With foil and helium as some of the key materials in the balloon industry’s manufacturing process, it’s arguably been a more challenging process for suppliers to become truly sustainable, than it has for companies in other sectors. Entire product ranges have been changed, with manufacturing and business processes also coming under examination.

But the industry has risen to the challenge, with many placing sustainability at the forefront of their business planning and ethos.

Mark Brett, sales and marketing director at ITI (UK), outlines: “Sustainability has been the hot topic over the last 12 months, and so it should. Latex Occidental is currently undergoing an audit for FSC, both balloons and packaging. We, as a company, at ITI (UK), are starting to introduce

more product packed in paper/card packaging and no plastic. We have just launched a range of balloon garlands which don’t have plastic strips or glue dots. Latex obviously comes from trees, but we need to ensure that there is sustainability within the plantations.”

Gloria Veta, global brand and sales director at Gemar, tells us: “All manufacturers, in all sectors,

Certain sectors of industry are under more scrutiny when it comes to sustainability practices, as their products were traditionally crafted from less eco-friendly materials. The balloon industry could be placed in this category, but the suppliers in the sector have worked tirelessly to improve their eco-credentials, diversify their product ranges to new, sustainable materials, and create more environmentally friendly businesses as a whole. PPE found out what the latest developments have been.

have a responsibility to be more sustainable – and Gemar’s no exception. Meeting the increasing concerns of our customers, we’re investing and improving all the time.

“The first balloon and party business to embrace GRI sustainability reporting guidelines, we’re working hard to be more responsible in every area of our work. As part of this, we’ve signed up to the United Nations Sustainable Development Goals (SDGs), covering everything from human rights to anticorruption and the environment.

“Every improvement we introduce makes a difference, however small. And making a difference is what we want to do. We want to get this message across at every opportunity, and on every channel. Gemar balloons are 100% bio-based made with a renewable material, caoutchouc sourced from FSC certified plantations. All our packaging is reusable, recyclable and/or FSC certified.”

For many, sustainability has become part of the heart of their company. Jonathan Grassi, executive managing director of Grabo, explains: “At Grabo, there are three main ingredients that underlie every idea, product and project. These words are quality, sustainability and trend. In this new year, we set ourselves the goal of creating new high quality products, always keeping up with the trends that the market shows and in turn, leading the consumer to respect the surrounding environment.”

Amscan’s marketing and design coordinator, Emily Duke, describes the company’s approach: “Here at Amscan, we’re already on a sustainable journey,

Inset: Melon has joined the Sempertex pastel matte family, available in a range of sizes.

Right: The bases of the new standups from Grabo are customised to the balloon, offering a reusable, and helium free option. Far right: Grabo has a standup for any occasion, offering a sustainable way to celebrate.

making our range of foil and latex balloons as sustainable as possible.

“This is our journey so far – All our latex balloons are made of natural latex, also known as caoutchouc. This natural and renewable raw material is obtained from rubber trees, which do a great job at filtering CO2 from the air, in turn, helping us reduce pollution, and are home to many birds, insects, and animals. And they are not hurt during the extraction process. Our latex balloons are made without any fillers, extenders, plasticisers, or any cost reducing agents, and have excellent helium and air retention.

“Our foil balloons are reusable and can be reinflated up to 4-5 times without losing their quality. And not to mention, we prioritise air filled solutions vs helium, which means the balloons are less likely to float away and end up in the environment.

Anagram balloons now have an air-

filled logo on the packaging and a call-out in the catalogue indicating which balloons do not require helium.

“We have also made significant changes to our packaging for our Amscan branded foil balloons. These come in FSC certified paper envelopes.

“In 2021, we introduced a foil collection programme with Terracycle to ensure an easy and convenient collection and recycling of both our foil balloons and banner products in order to help recycle waste and reduce landfill. This is a service offered for all balloons, not

COMMUNICATION WITH RETAILERS

Suppliers are also emphasising the importance of conveying the sustainability credentials of their products with retail partners. Ross explains: “We’re looking at how we communicate these improvements to our customers, either directly (through wording or imagery on our packaging) or via our website, where we can provide more information about our products and how/where we make them.”

Mark warns how difficult it can be to deliver the right message: “Some retailers are conveying the message at the moment by insisting on FSC products. However, I noticed in another major retailer where products were marked with the logo, it actually only referred to the label.

“Having had a number of discussions with High Street retailers and others, the term sustainability is a very complex question. For example if every piece of plastic packaging is replaced by paper, where is all the paper coming from? Then you have to consider in paper making, it is estimated that it takes 20 litres of water to produce one A4 sheet of paper.

“The EBPC is doing its best to educate both manufacturers and consumers but there is no easy solution as today’s sustainability can be tomorrow’s problem.”

just Amscan branded product, to lead the way for the industry.”

Suppliers are also aware of the growing importance of sustainability for consumers. Ross Feeney, director of operations at Club Green says: “We know how important sustainability is to our customers, as we’re seeing an overall shift towards more eco-friendly and sustainably sourced products.

“We’re working with our suppliers to make a step-change in how we manufacture, pack and ship our balloons. We’re removing all our plastic packaging, using card packaging instead. We’re looking at the weight and volume of inner and outer carton packs to reduce their size and weight, and therefore reducing the carbon footprint of transportation. We’re looking at where in the world we source our products, as well as the quality and production of latex and foil.”

Accessories and promotional items is another area where improvements are being made. Kris Baker, marketing manager at B-Loony explains: “B-Loony has been at the forefront of promoting sustainability in the balloon industry for many years now. Whilst the rubber balloons we use for promotion are made from natural rubber latex, many

Below: The 18” Sempertex Stuffing Balloon can be filled with clues or prizes for an Easter egg hunt, while the Easter Bunny Airloonz is air filled.

Above: The new, next generation colours from Sempertex comprise six colourse – pstel dusk cream, pastel dusk rose, pastel dusk lavender, pastel dusk blue and pastel dusk. The pastel dusk finish creates a dusky tone creating another depth to balloon installations. Available in 5”, 12”, 18”, 24” and 260 modelling balloons.

Below left: The new bases from Grabo come in six colours to combine with any balloon.

of the accessories associated with them were giving balloons a bad name.

“Plastic balloon sticks which were common for balloon giveaways are now banned across the EU and are soon to be banned in England. We saw this issue evolving and had already been in the advanced stage of developing a sustainable alternative when the EU directive was being formulated.

“The BalloonGrip cardboard balloon holder was released before the ban was brought in for the EU, many of our global clients adopted it instantly as a viable, sustainable alternative. Demand has strengthened since the ban, and we only expect this to continue. We now promote the use of rubber balloons with BalloonGrip holders as the most sustainable solution.

“We have also removed plastic from as many products as possible. Our handwaving flags are now made entirely from paper, we also have sustainable

SUSTAINABLE BALLOONS

paper bunting, which is available with cotton webbing instead of polypropylene, both of which can be recycled.”

Pioneer Europe has bought in third parties to support its sustainability journey. Julie Dommett, head of marketing, explains: “There are countless projects underway within the Pioneer organisation to drive continuous improvement in this area. A significant development was the appointment last year of Advanced Sustainable Polymers as supply chain manager for Pioneer’s natural rubber latex requirements.

“ASP is assessing the carbon footprint of the supply chain and working on a pathway to carbon-neutrality, including developing more sustainable sources of natural rubber latex and the recycling of latex balloon waste.”

She concludes: “Consumers are

more conscious than ever before of the impact of their purchasing and product usage decisions. All involved in the industry can help consumers understand more through the sharing of responsible balloon practices.”

The new standups from Grabo have a base customised to the pattern of the balloon which is not attached to it. Instead, consumers can choose how to use the balloon and how to inflate it.

ITI (UK) has a brand new garland range with no plastic strips or glue dots. Each pack comes with a QR code on the front to illustrate to the consumer how to make an arch the natural way.

The BalloonGrip from B-Loony is made entirely from cardboard offering a sustainable solution to the traditional, and now banned in the EU, and soon to be banned in England, plastic alternative.

Gemar is expecting a big rise in demand for its 100% FSC and 100% bio-based range of balloons.

Grabo’s new bases help make the most of its air inflatable balloons, by placing them on a base, thus limiting the use of helium while using a reusable product. The bases have three different shapes and six colours, allowing them to be combined with most balloon colours.

Right: B Loony has created a range of sustainable promotional accessories.