Progressive Party May/June 2023

Late spring has provided a strong precursor to a strong summer for 2023. As with most royal occasions, King Charles III’s Coronation weekend provided a welcome boost for party retailers. Many said sales came late in the day, but the week leading up to the event saw a strong increase in footfall and bunting was again, the star of the show, as it was at the Platinum Jubilee last year. And in true British spirit, we didn’t let the rain spoil a good party.

Europe then came together for the Eurovision song contest, which was hosted in Liverpool as the UK hosted the event for the first time in 25 years. At the time of writing this, Sweden has only just been crowned as the winner of Eurovision 2023, so the full impact of the event is not yet clear, but initial reports showed that consumers were celebrating the event with parties at home and estimates were that Brits would spend £18m on decorations and costumes for the event.

Not a bad start to the spring/ summer season, but there’s more to come with sold out festivals, the hen and stag season, wedding celebrations and much more. While the cost-of-living crisis may have curbed spending on going out, it certainly doesn’t seem to have dampened our party spirit. Consumers are diversifying their celebratory habits with more parties planned at home and in the garden

as the weather (hopefully) begins to brighten up.

In this issue, we speak to Folat, which is about to celebrate its 30th anniversary. Having started life as a balloon wholesaler from the back of a VW Golf, the company has grown to be a key supplier in the industry, employing 90 staff and supplying 10,000 SKUs in around 40 countries. Founder Marc Mulckhuyse highlighted the potential in the market at the moment, with the growing number of occasions which people are celebrating around the world, something which has also recently been highlighted by Peacock Supplies, which saw a surge in sales for its Ramadan and Eid ranges this year.

It seems there is plenty of scope for the party industry to help consumers celebrate in style and summer is one of the key seasons for this. While there are considerable challenges for all businesses at the moment, there is also plenty of opportunity in the party market, which will hopefully present a successful summer for us all, before we prepare ourselves for the all-important Halloween season.

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

Tuesday 6 - Wednesday 7 June

7734 111633

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

News: What’s happening in the world of party 17 Executive Profile: Morphsuits’ Fraser Smeaton, cofounder and ceo 19 Ed Avis: Letter From America

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.

Indies celebrate Coronation success

Despite most of the UK seeing heavy rain on the day of the coronation, celebrations still went ahead. Smiffys stores saw strong sales of both décor and costumes. Sam Bucknall, head of sales at Smiffys, oversees all of the retail stores. He said: “For our Smiffys retail stores, the coronation was a success. The stores were stocked in everything red, white and blue as the excitement built for the event, and we weren’t disappointed. Union Jack tableware was the best seller across the stores, with customers stocking up to add a touch of coronation décor at a low price for their BBQs and garden parties at home.

“As well as the small touches which added a festive finish to parties, we also saw customers investing in costumes for the occasion with top sellers including the Union Jack Stand Out Suit, Cape and tracksuit.”

Balloon Museum presents Pop air in Madrid

The first exhibition dedicated to inflatable art, has now opened in Casa de Campo in Madrid.

Having made its debut in Rome, then Paris and Milan, the exhibition will run in Madrid until 23 July, Gemar is the official balloon partner for the event for the fourth time.

Bunting was also a sell-out success. Michael and Angela McDonald, owners of McPops Party Supplies, commented: “First of all, we sold a lot and I mean a lot of bunting, ranging from 5m to 10m ones. We sold out of almost everything, and we only really had a few tablecloths and small waver flags (but we did go a bit overboard on those.)

“We sold face paints, cake cases, cake picks, crowns, masks, latex balloons, crown balloons, party blowers, giant flags, flag capes and union jack chocolates.

“Our counter was pretty full still by the Friday and we were worried we wouldn't sell it all and then Friday afternoon and Saturday morning the counter was stripped bare.”

Bunting also did well for Jane Gillett, owner of Sweet Celebrations, but she also found accessories were strong:

MAY/JUNE 2023

Pop Air was created by a range of balloon artists from around the world, including Studio Eness, Plastique Fantastique, Karina Smigla-Bobinski, Architects of Air, Cyril Lancelin, Hyperstudio, Pepper’s Ghost, Pneuhaus & Bike Powered Events, Motorefisico, Quiet Ensemble, and many more.

Visitors will find themselves at the centre of the exhibition with a new way of participating and features which create opportunities for interaction and connection where visitors can immerse themselves in the exhibition.

The exhibition is planned to visit New York, London, LA, Barcelona and more in coming months.

Above: Gemar is the official balloon partner for the event.

“The Coronation of King Charles was another fantastic event to add to the party celebration calendar. We stocked up on decorations including balloons, bunting and flags and costumes and dress up accessories.

“The bunting was the best seller but followed closely by red/white/ blue Hawaiian leis, Union Jack hats and hair bows. Footfall was good and even though customers budget was low we were happy that we sold out. Lots of street parties, maybe not as busy as the Jubilee celebrations but still a great success.”

Disguise extends rights for Bendy licence

The multi-year partnership with Rooster Teeth and Joey Drew Studios will see Jakks and Disguise design, develop and manufacture toys, costumes and accessories from autumn 2023.

Disguise first launched Bendy and the Ink Machine costumes in North America in 2018 and saw great success with the horrorgaming themed Halloween costumes for several years. Jakks is now joining the mix with master toy rights and the company wide rights are being expanded to include worldwide distribution.

Bendy and the Ink Machine and Bendy and the Dark Revival are puzzle action horror games, created by Joey Drew Studios, which boast a unique cartoon atmosphere and intense and frightening storylines. The Bendy fanbase is a passionate global audience that loves the cartoon characters.

“Jakks and Disguise have an incredibly robust portfolio of video game licences and costume lines. Bendy was Disguise’s first product line for episodic horror,” said Virginia Reneau, svp of licensing for Jakks and Disguise.

“We were very excited to see the fans new and old show up to retail to dress up as their favourite Bendy character for Halloween and we are so happy to continue to extend this brand into our toy line as well.”

Above : Disguise now has rights for worldwide distribution for the Bendy licensed products.

Saturday 6 May saw the Coronation of King Charles III, and party shops around the country enjoyed a welcome boost in sales as revellers stocked up on everything red, white and blue.

Above: The King’s Coronation created increased footfall and sales at indies across the country.

Disguise announces worldwide licensing deal with MGA

Disguise has partnered with MGA Entertainment to design, manufacture and distribute costumes and dress-up accessories for brands including L.O.L. Surprise, Rainbow High, Little Tikes and Bratz.

Tara Cortner, president and general manager of Disguise, said: "We have prior experience collaborating with MGA Entertainment and are well aware of the immense popularity of their brands in retail, as well as the fervour for dressing up as these characters.

"We have exciting and innovative ideas for these lines, and you can look forward to seeing them in stores and online all over the world later this year."

Mindy Puente-Escalera, svp of global licensing, MGA Entertainment, added: "We are pleased to be extending

our relationship with Disguise. Their attention to detail and creative ideas for costumes and dress up bring a new level of interactive play to L.O.L. Surprise and Rainbow High.

"It's important to us that our brands continue to have many touchpoints allowing us to engage with our fans, and we believe these new products will be fan favourites from the start."

Disguise's costumes and accessories for MGA Entertainment brands will be available online, at major retailers and specialty stores across the world this year.

Hyve Group’s Nicola Meadows promoted

Nicola is the new divisional managing director for the retail, manufacturing and engineering division of the business.

Nicola joined Hyve in August 2022 as portfolio director for Spring and Autumn Fair, soon adding a number of other events to her remit, and taking on leadership responsibility for the entire retail portfolio.

Mark Shashoua, ceo of Hyve Group, commented: “During her time with us so far, Nicola has shown herself to be a strong and calm leader for her team and she is currently overseeing the rollout of Connect on the Spring and Autumn Fair portfolio. It’s her connection with Hyve’s ‘why’ that really makes her the ideal candidate for this role. I am very much looking forward to working with her to maximise the portfolio’s potential and create even more gamechanging impact for our retail, manufacturing and engineering customer communities.”

Nicola added: “I feel honoured to be guiding such established events through an exciting time for the industry, working alongside incredibly talented and passionate teams. We are transforming the future of events with the launch of Connect at Spring and Autumn Fair, and our aim is to generate higher returns on investment for our exhibitors and an unrivalled return on time and experience for visitors across the entire division.

“It is our role to provide the best platforms to showcase great products and innovation as well as nurture the brands and retailers of the future to ensure continued business success.”

Lake Geneva Big Balloon Build hailed ‘incredible success’

The build started on 20 March with 75 balloon professionals from around the world, building a display using 120,000 balloons over three and a half days.

Under the direction and guidance of Stuart Davies, director of the Big Balloon Build, the build was then gifted to Inspiration Ministries who ran four days of events at Covenant Harbor in Lake Geneva, Wisconsin. Events started with a ribbon cutting ceremony and early sneak peek for VIPs including sponsors and charity service users.

The build partnered with local balloon professional, Sara Meyer, owner of Wisconsin Balloon Decor in Lake Geneva. The planning for the event started almost two years ago when Sara was selected to host, and she chose Inspiration Ministries and Inspired Coffee to be her benefitting charity.

The theme for the Big Balloon Build was ‘Inspired by the Great Outdoors’ and it was a camping and wilderness themed event.

Stuart Davies explained: “If you can imagine the most spectacular outdoor scenery using 120,000 balloons and making them into life-sized cartoon animals doing fun things such as camping, swimming, fishing and birdwatching… you’ve got yourself an incredible immersive Big Balloon Build.

“We had a racoon roasting marshmallows, while one of them was hanggliding from a giant 15’ butterfly.”

Kimberly Voller, a representative from Inspiration Ministries, was thrilled with the results that the Big Balloon Build garnered. The event raised over $116,000 for the organisation, and had over 3,500 visitors to the display, but the event also gave the charity global exposure.

To date, since the Big Balloon Build started, it has raised over $445,000 for charity, brought in 16,000 lbs of canned goods for local food drives and reached more than 56.5 million people worldwide. Big Balloon Build is also now a 501 (c) charity and has several more Builds lined up for 2023, 2024 and into 2025.

Left: The event raised over $116,000 for Inspiration Ministries

Above: Nicola is the new divisional managing director for the retail, manufacturing and engineering division

Above: Disguise will offer costumes and accessories for MGA brands including L.O.L Surprise and Rainbow High.

Club Green hires new national accounts manager

Kristina Sundby has joined the company at a very exciting time, as the latest addition to the growing sales team.

In her new role as national accounts manager, Kristina will be responsible for driving sales and managing a cohort of Club Green’s national retail clients and their Hootyballoo ranges.

Hootyballoo designs and produces a wide variety of new ranges every year to keep up with rapidly changing industry trends.

Michele Gaudelli, commercial director, commented: “Kristina is an enormously talented account manager, with a demonstrably

successful track record in growing sales in the partyware sector. I am extremely pleased to welcome her to the team, and I am sure our customers will benefit from her account management and sales experience.”

Kristina added: “I am very excited to join the team and can’t wait to start building relationships with new and existing customers. With competition everywhere, I am truly proud to offer such an amazing portfolio of party products.”

Connect @ Autumn Fair opens for registration

Taking place on 3 – 6 September at NEC Birmingham, buyers now have access to register early for their free ticket.

This August sees the launch of Connect @ Autumn Fair, the new meetings programme designed to transform the buying experience and offer a host of preshow benefits for buyers to connect with hundreds of leading brands.

Offering a new way to shop, Connect @ Autumn Fair will help buyers to find the right brands and help Autumn Fair exhibitors to create leads, orders and opportunities in an efficient and effective way, by fuelling thousands of pre-arranged meetings before the show opens.

Buyers will have access to detailed information on all exhibitors prior to the show opening, with the ability to search and filter them by criteria that is most important to their business.

All meetings take place during the show on the exhibitor’s stand, so buyers can view

Smiffys signs deal with Gang Beasts

With the help of licensing agent, Toikido, Gang Beasts and Smiffys are coming together to create a new collection of costumes and accessories.

Gang Beasts is a multiplayer videogame and Smiffys is excited to launch a range featuring the iconic logo and colourful game characters.

Dominique Peckett, Smiffys director, commented: “Gang Beasts is an incredibly popular video game. I believe the chaotic, hilarious and unpredictable personalities of the characters will translate perfectly into costume and accessories. We are delighted to have added Gang Beasts to our licensed portfolio.”

Darran Garnham, ceo of Toikido,

Halloween & Party Expo 2024 dates revealed

The annual show will take place from 23 – 25 January, 2024 at The Mirage in Las Vegas.

Halloween & Party Expo is organised by the Halloween & Costume Association and Clarion Events and is described as a ‘onestop shop for all things Halloween and party. Featuring costumes, accessories, make-up, novelties, party supplies’.

Organisers say that space selection for exhibitors will open soon..

Below: The show will take place from 23-25 January, 2024.

and ask questions about the products in person. The new programme is completely free for buyers to use and there is no minimum meeting requirement.

Nicola Meadow, divisional managing director of Hyve Group, commented: “The most common questions and feedback we get from our exhibitors before they exhibit, at the show and once they leave the show are; ‘What buyers are coming?’, ‘Who attended and from what companies?’, and ‘What were they there to buy?’. For the first time in history, we are giving Autumn Fair exhibitors access, pre-show, to buyers profiles so they can see for themselves.

“This inevitably will help them to generate leads, opportunities, and orders in an incredibly efficient and effective way. Added to that, it offers retailers the best of both worlds – the opportunity to plan ahead and secure meetings with exhibitors in advance of the show as well as the joy of discovering and shopping the show in the traditional way.”

added: “We are thrilled to be partnering with Smiffys to bring a range of Gang Beasts fancy dress costumes for their fans. Smiffys has a great reputation for producing high quality costumes and we are confident they will bring the hugely popular characters to life in a fun and hilarious way. We can’t wait to see fans dressed up as their favourite Gang Beasts characters at events and parties all around the world.”

The first range of Gang Beasts costumes and accessories is set to launch in Q4 of 2023 and will be available in the UK and EEA.

Right: Smiffys will launch a range of costumes and accessories for Gang Beasts.

Above: Kristina has a successful track record in growing sales in the partyware sector.

Above: The meetings take place during the show on the exhibitor stands.

Peacock Supplies reports bumper Ramadan and Eid trade

UK retail sales for the company were up by 40% in 2023, while export sales to Canada and North America have doubled.

Supplier of multi-faith celebratory products, Peacock Supplies, has seen its retail and wholesale trade for Ramadan and Eid soar. The West Midlands firm also expanded its presence in Europe and the Middle East this year.

Peacock Supplies has experienced strong growth in all areas of its business following increased demand from Muslims for fun, festive items during the holy month of Ramadan and Eid al-Fitr. Among the best-sellers were its Ramadan Chocolate Advent Calendars, 3D Chocolate

Lantern, Crescent Moon Tree, Eid Letter Lights, and Eid party boxes with banner, wrapping paper, napkins, plates and cake stand.

The company's wholesale business has also grown in 2023, with a three-fold increase in stockists. TK Maxx, Homesense and Walmart are the latest multiples partnering with the company.

TK Maxx and Homesense stores introduced the Ramadan range for this first time this year and enjoyed strong sales, particularly in Germany, where no equivalent to Peacock

Spring & Autumn Fair announce new community development team

The new team will be headed up by community development director, Laura Rae, and will be focused on developing relationships with buyers to improve their buying experience.

With the launch of the new meetings programme Connect @ Autumn Fair, together with the new team, the show, which takes place from 3 to 6 September at NEC Birmingham, is offering an enhanced opportunity for buyers to find the right products and brands for their customers.

Laura commented: “We’re thrilled to be part of the vibrant and dynamic retail sector, and to have the opportunity to enhance the visitor experience at the upcoming Autumn and Spring Fairs. Our team is committed to innovation and development, with a goal of making it easier than ever for visitors to meet their buying needs and strengthen their relationship with the show.”

Community development director, Laura Rae (pictured centre), is a project management professional with more than a decade of experience in the events industry. She has held responsibility within diverse organisations such as Clarion Events and the Royal Botanical Gardens.

Magda Musial (pictured right) joins as community development manager, having worked in global events for the last 10 years in both marketing and operations roles, where she has held responsibility for managing the experiences of many different stakeholders and customers.

Amanda Kendall (pictured left) also joins as community development manager, with over a decade of experience in the events industry. She has worked in community management in several industries and has held several roles within the events industry.

exists. Buyers have placed top-up orders ahead of the second Eid celebration at the end of June.

Sarah Gulfraz, founder and md of Peacock Supplies, commented: "We've enjoyed bumper trading this Ramadan and Eid al-Fitr, with both our retail and wholesale divisions doing extremely well at home and abroad.

"TK Maxx and Homesense have helped carry our goods into the heart of Europe and the results from the first season with them show the huge potential of the Muslim market. In Germany alone, shoppers snapped up half of our stock in the first week of sale, with buyers now topping up shelves ready for the Eid al-Adha festivities in June."

Sarah is in talks with several British supermarkets to supply them with Diwali products for 2023, as well as Ramadan and Eid products for next year. Similarly, buyers from a major UAE chain are keen to onboard with Peacock for 2024.

Disguise sales dip in Q1

Net sales of Disguise costumes were down to $9.6 million from $9.8 million in Q1 last year, a decrease of 2% globally.

Jakks Pacific, which owns Disguise, reported its first quarter 2023 results, showing that overall the company had seen an 11% fall in sales to $107.5 million from $120.9 million last year. The gross profit was up to $31.4 million, or 29.2% of sales, compared to $29.9 million, or 24.7% of net sales in the prior year, driven by drastically reduced container and import-related costs, offset by higher royalty and product costs as a percentage of sales.

The company said that the fall in sales was driven primarily by lower sales in North America, which were down 17% to $6.6 million in costumes.

Stephen Berman, Jakks Pacific’s chairman and ceo, said: “We are pleased with our year-to-date performance as we close the first quarter and are excited about the possibilities for the remainder of the year. We shipped over $100 million worth of product in Q1 for the second consecutive year and it is the first time we’ve done that in back-to-back years since 2009.

“We have challenging revenue comparisons all year, but our significant gross margin improvement lessened the impact in the first quarter. Our Q1 gross profit dollars haven’t been this high since 2014. We managed inventory down further and eliminated most of our temporary warehouse capacity. And, as we previously disclosed, earlier in the quarter we paid down our long-term debt to less than $30 million.

“Our Q1 International business grew, with costumes increasing 64% to $3 million, with Latin American being particularly strong.

“There’s a lot more work to do in the short term to set us up for a strong holiday season, but the team is engaged and aggressively focused on continuing the positive momentum we’ve generated in recent years. It’s a great time to be at Jakks Pacific.”

Left: Left to right –Amanda Kendall, Laura Rae and Magda Musial.

Above: Peacock Supplies recently partnered with TK Maxx and Homesense stores.

Right: The decrease in sales was due largely to lower sales in North America, while international business was strong.

Amscan unveils new lines

Amscan is celebrating 100 years of Disney, while also readying for the class of ’23 and further expanding its sustainable offering.

Dalmatians,

through to new classic character designs, such as Dumbo, Bambi and Alice in Wonderland, there’s

Talking Tables partners with the Great British Garden Party

The supplier will be donating a 5% royalty payment to the National Garden Scheme of proceeds from the UK sales of the Truly Scrumptious range.

The Great British Garden Party is planning its fourth event in 2023, to fundraise for the National Garden Scheme, which shares the nation’s love of gardens and get-togethers to help raise funds for their beneficiaries, including Macmillan Cancer Support,

Marie Curie, Hospice UK, Carers Trust, The Queen’s Nursing Institute and Parkinson’s UK.

The official campaign week is Saturday 15 July to Sunday 23 July.

Dame Mary Berry commented: “As president of the wonderful National Garden Scheme, I am delighted to invite you to join me in gathering friends, family and colleagues for a Great British Garden Party this year.

“We’re inviting everyone to get together in their garden, green space or office and to join in the fundraising for the vital nursing and health charities supported by the National Garden Scheme; charities that so many of us, our family and friends often rely on in times of need.”

For the third year, Talking Tables has joined as event partner. George Plumptre, chief executive of the Scheme,

something for everyone, and the balloons come sustainably packaged. Ahead of a summer of graduation celebrations, Amscan has a capsule range of products including a foil banner, bunting, and the allimportant wearables, including a badge and mortarboards. To add a focal point to celebrations, check out the new AirLoonz from Anagram, featuring a black and gold theme, the design includes a stack of books, topped with a mortarboard hat. For those looking for a more sustainable offering for Air-Filled Minis, Amscan is now offering a paper mini stick and stand combo. The new stand allows for the merchandising of the new paper balloon sticks with an inflated mini already attached.

commented: “We’re delighted that Talking Tables are once again our event partner for the Great British Garden Party. Their products bring eye-catching colour and joy to the table, while their generosity helps us support everyone’s fundraising.”

Clare Harris, founder and director of Talking Tables, added: “I am delighted that Talking Tables is partnering with the National Garden Scheme again in 2023. As an enthusiastic gardener myself, it is all too easy to be busy “doing” in the garden and not to take the time to enjoy the garden with others. To invite a few people over for a cup of tea and cake; to pause, chatter and relax in your own garden, is such a lovely thing to do.”

As part of the partnership in 2023, Talking Tables will be donating a 5% royalty payment to the National Garden Scheme of proceeds from the UK sales of the most popular ‘Truly Scrumptious’ ranges of party accessories including hand-curated Great British Garden Party tea party kits throughout April – September 2023.

Left: Dame Mary Berry is the president of the National Garden Scheme.

2023 sees Disney mark its 100th anniversary, and Amscan is celebrating with a collection of new

Disney foil balloons. From firm favourites, Simba, Tinker Bell, Winnie the Pooh and 101

Below: Amscan is celebrating 100 years of Disney with a new range of foil balloons.

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The hedgehog principle

WHEN DID YOU SET UP MORPHSUITS AND WHY?

We set the company up in 2009 as a side hustle (before that was even a thing) because we had worn spandex suits on several stag dos and we had always been amazed by how many people asked us where to buy them. Given there was obviously demand we thought we would make it easy for people by selling them ourselves.

WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?

Turning the company around from 2015 onwards after the Morphsuits craze came to an end. At that point the business had a lot of issues. Falling demand, reducing margins and a demotivated team. We managed to get through that by focusing on what we had always been good at. Creating and marketing innovative new products and then distributing them efficiently around the world. We started by adding inflatable costumes and since then have steadily expanded our range across all costume categories. This combined with our expertise in selling direct to consumer, has resulted in years of profitable growth and a clear route for that to continue.

FAVOURITE PART OF YOUR JOB?

The variety of challenges and opportunities that we get to work on. From improving sourcing, to working out advertising strategies, to raising finance. All this in an industry where the underlying product is fun.

WHO IS THE UNSUNG HERO OF THE COMPANY?

It has to be our operations and finance teams. Efficiently forecasting, manufacturing and moving stock to where it needs to be when it needs

to be there is key to our success. It is incredibly complicated across 1000s of SKUs, multiple markets and customers, yet our teams not only make it work, they make it better each year.

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

The consolidation of the routes to market due to the growth of the grocers and speciality chain retailers (in the US) and Amazon taking the market from the independent websites.

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

For me it is the hedgehog principle that originally comes from the business book “Good to great”. A hedgehog does one thing really well - it rolls into a spiky ball so that nobody can eat it and therefore it can thrive.

The business parallel from the hedgehog is that companies often think they have to be doing multiple things to be able to grow. The reality is that you will likely do multiple things averagely and would be much more successful if you were truly excellent at one thing. This has been core to our turnaround since 2015.

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

That there is no substitute for meeting people in person. With the rise of zoom and Teams, it is easy to stop making the effort to travel but we have realised that it is a very poor substitute. We have enjoyed being able to meet our customers in the last year and are looking forward to visiting our manufacturing partners in the next month.

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

There isn’t much I would change. Although there are obviously issues, I think we are lucky to be operating in a growing, international market with a product range that is both fun and has constant potential for reinvention.

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

I started in marketing and it is still a large part of what I do now. If I wasn’t in the party industry I am sure I would still be in marketing, just in another category. I love the thought that goes into getting marketing right and the power it has to transform businesses when done well.

Below: Morphsuits was born out of the founders wearing spandex suits at stag dos themselves, and deciding to sell them as a side hustle.

Fraser Smeaton, co-founder and ceo of Morphsuits, talks about being more hedgehog, the importance of face-to-face and diversification.

Left: Fraser Smeaton

A reason to watch more TV

Agood example that I recently encountered is the demand for costumes that are inspired by Bridgerton, a Netflix program that debuted in December 2020. The show has sparked consumer interest for costumes resembling clothing from the Victorian and Edwardian eras.

The programme is set in the early 1800s in London, but the clothing worn by the characters spans several styles, says Larry Docktor, owner of Broadway Costumes & Theatrical Supply in Sacramento, California.

I talked to Larry, who is a member of the National Costumers Association, at the Halloween & Party Expo in Las Vegas in January. When I followed up with him in a phone call a couple of weeks ago, he offered more details about the demand for Bridgerton-related wear.

“When customers come in and say they want something from Bridgerton, we have to educate them that we don’t have ‘official’ Bridgerton costumes, but usually we can steer them to something from those eras,” Larry says. “If you watch the show you can see that the clothing spans

the decades and styles that traditional costume rental houses are used to.”

Larry says his store is well stocked with rentals that please Bridgerton fans. Broadway Costumes has been open since 1965 and has accumulated a great volume of quality costumes which resemble what’s worn on the show.

“We’ve been renting the fans a lot of Victorian and some Colonials and some fancy Renaissance-style stuff, like gowns that look like a queen,” he reports. “There are also some ‘70s style dresses that work. A longer, slender flowing gown from the ‘70s goes well because that’s what they use in the TV show.”

If you’re hoping to snag some rentals to Bridgerton fans, Larry recommends watching a few episodes of the show so that you’ll know how to direct them. He’s not aware of any officially licensed Bridgerton costumes, but if you have a decent selection of outfits from those early 1800s eras, you’ll do fine.

Naturally, Bridgerton is just one example of a TV programme inspiring costumes. Other recent shows that have pumped up sales include Wednesday, the coming-of-age program highlighting Wednesday Addams, the daughter of the Addams Family; Stranger Things, a Netflix show about weird stuff that happens to a group of teens; and Ted Lasso, a comedy about a soccer coach. None of these require complicated outfits – just watch a few episodes of each and make sure you stock something that looks right.

The bottom line is this: If you need an excuse to watch more TV, now you have it. It’s all about the business of costuming.

One great thing about being in the costume business is that it forces you to keep up with popular culture. If you want to please customers looking for the latest trendy costumes, you need to know what is trending on TV.

Above: National Costumers Association. Contact him at executivedirector@costumers.org.

Inset: Keeping up with the latest hit series is key for costumers, says Ed.

Born out of a competition prize of foil balloons, Folat founders Marc Mulckhuyse and Alex Adrichem have grown the company over the last three decades to become a leading supplier in the European party industry. Progressive Party gets together with Marc to hear about the journey so far.

Folat turns

It was a graduation project in which Marc Mulckhuyse and Alex Adrichem were paid in foil balloons that created the idea for the foundation of Folat. The duo sold the balloons at the Rotterdam marathon, making twice the original value of the items, and quickly realised the considerable opportunities available in the party sector. As a result, Folat was founded on 23 June, 1993.

Initially the company was positioned as a wholesaler, and Marc and Alex drove around in a Volkswagen Golf selling to a wide variety of retailers including party shops, hospital shops, florists and tobacconists.

Eventually the portfolio expanded to

include party products and after some time, the pair begun to make some bold moves, and with some bravery, luck and good timing, they garnered interest from some larger retailers. From there the company grew and expanded outside

potential for growth: “New parties are crossing over from all over the world. We only now start to celebrate bigger and on more occasions. A party garland and a bunch of balloons are hardly enough any more. People want a party theme, reflected in every detail and a balloon arch to match. This is an underestimated market full of potential and we are only at the beginning.”

As well as celebrating bigger, Marc sees that consumers are identifying new reasons to celebrate all the time. He continues: “I thoroughly enjoy a good party. I relish the

Above: Co-founder, Marc Mulckhuyse.

Right: Marc Mulckhuyse and Alex Adrichem set up the Folat business in 1993.

opportunity to join in the merriment and celebrate the milestones that life presents. Furthermore, it’s delightful to witness the emergence of new reasons to celebrate.

“Take, for instance, the growing trend of ‘schulanfang’ in Germany, a celebration of children starting school. Or the ever-popular gender reveal parties. In Belgium, the once modest communion ceremony has transformed into a grand affair, with more money being spent on it than on wedding festivities. These evolving trends provide our industry with endless opportunities, and it is crucial that we continue to recognise and embrace them.”

The future looks bright, but what have been the keys to success for Folat over the past 30 years? Marc believes it’s a combination of factors, including having the right person

in the right place at the right time, maintaining a positive outlook and also embracing innovation.

Since its foundation, Folat has continuously evolved and adapted to meet the dynamic needs of its customers. Marc believes that the team is also key and that having the right individuals in key positions, who are fostering a positive work environment, is key.

Over its 30 years, the company has experienced strong growth and the founders see its ability to embrace change, while maintaining a strong focus on delivering quality products and services, as what has set it apart as an industry leader. The current management team is strong and comprises a diverse range of people, each with substantial experience from renowned companies.

Marc expands: “The addition of these talented individuals who choose to work with us is a testament to our growth as a company. Equally inspiring is the presence of our operational team, which consistently delivers outstanding

results. We are continuously expanding and progressing, and that is of utmost importance to me.”

At the core of Folat’s philosophy is the belief that everything should be approached with a smile, from answering every phone call, to carefully packaging orders. Folat’s team approaches every task with enthusiasm and joy and the spirit is infectious, as was evidenced by the company’s presence at Spielwarenmesse in Nuremberg, where their excitement translated into forging meaningful connections with customers and securing new business opportunities.

Daan Nieuwland, cco at Folat, explains: “Folat is a team effort. Our clever, committed, enthusiastic and loyal people, who not only create party products, but also a prosperous work ethos, are why we are thriving. Apart from the fact that Folat has always been persistent.

“Scaling up on time, showing originality at the right moments and having the guts to take financial risks. It is an achievement to turn 30 this year, however, we are not done yet. Our ambition is to be Europe’s number one. That means we will continue to push ourselves to remain innovative, stay eager, be bold and keep delivering party products that make people smile.”

Celebrating success and embracing festivities are vital parts of our social lives, bringing joy, creating memories and strengthening connections. As Folat grows as a company, the team says it must never underestimate the power of celebration.

Above: The business started as a wholesaler, selling foil balloons to a range of outlets.

Above right: The company, which now employs over 90 people, selling 10,000 SKUs in 40 countries, started from this VW Golf.

Left: Folat celebrates its 30th anniversary in June this year.

Add some extra sparkle to your celebration, check out our range of metallics!

Bring the party to life with Amscan’s collection of some of the world’s most loved and in demand licenses.

Our ranges of party products, balloons and costumes create great excitement for all ages!

Tis almost the season for the last flings before the ring to take place. While budgets are tight for many, the lack of restrictions this summer will hopefully see consumers taking advantage of their freedom and planning some parties. Progressive Party finds out what the latest trends are, and what key suppliers are expecting for the season.

The I d crew

The cost-of-living crisis may mean that the extravagant hen and stag dos of the past aren’t on the cards for many this year, but that in no way means that the celebrations themselves are cancelled. Some are expecting to see smaller, more intimate affairs this year, as Emily Duke, marketing and design coordinator at Amscan explains: “One thing is for sure, couples will still want to be celebrating their upcoming weddings. The most important thing is their friends and family can come together to have a good time and toast the happy couple.

“Here at Amscan, we believe there will be a continuation of the trend of smaller affairs, a trend we saw originate from lockdown, with people preferring smaller, more intimate, yet luxurious gatherings, and the bonus is, curating their event just how they want it.”

Sales as we head towards the season have been promising, and some are anticipating more celebrations in home territory, but still on a similar scale. Elliott Peckett, director of Smiffys, tells us: “Following on from the biggest wedding season on record in 2022, the pre-wedding celebrations are beginning in the run up to summer this year. The

hen and stag celebrations are going strong, and as the cost-of-living crisis may see less groups boarding flights to exotic destinations, the parties and weekends away on home soil are continuing.

“Hen parties in hired houses invite endless partyware opportunities. Decorating the house, kitting out the full hen party in accessories and making sure the bride has the perfect costume; hen parties are a great opportunity for retailers and party suppliers alike.”

Julie Dommett, head of marketing at Pioneer Europe, agrees: “As the micro-weddings of the pandemic years transition to bigger celebrations, bigger hen and stag parties are definitely back on the agenda. ‘Team bride’ gift balloons and décor are a perfect way to get hen celebrations off to a good start.”

There are some who expect the hen and stag spending to continue as it

Right: The She Said Yaaas range from Hootyballoo features wearables such as the Brides Babes Sashes.

Above: The Rose Gold DIY Garland from Amscan is ideal for home inflation and setting the scene.

has before, despite the wider economic climate.

Erwin

van Dijk, account manager at OppoSuits, comments: “To be honest, I do not think people will celebrate pre-wedding celebrations differently than before due to cost-of-living crisis.

“For most people, this is one of the most important periods in their lives, and therefore they are happy to spend a lot of money on it. Most of them probably have saved a lot of money for this most important time of their lives anyway.”

When it comes to on-trend parties, DIY is rising in popularity, according to Emily: “We will be seeing even more DIY celebrations with consumers homes and gardens being transformed into the perfect destination for prewedding celebrations. The perfect way to bring everyone together, yet making costs manageable for their budget. So make sure you have plenty of balloons (garlands) and decorations at the ready to help people transform their spaces ready for their special occasion.”

Embellishments are also key this year, says Julie: “Fashion-wise, it’s predicted tassels and feathers will be trending up at weddings this year. Deco bubble balloon designs with feathers and streamers in the wedding

colour scheme make elegant hen party décor that can decorate a bride’s home for weeks.”

Julie continues: “Wedding trends commentators are also predicting growth in more gender-neutral or combined pre-wedding celebrations. ‘Sten’ and ‘Fox’ party search terms are trending, for parties where all the couple’s friends get together to celebrate. We’re expecting to see lots of home décor with organic balloon garlands and personalised boards in neutral or bright colour schemes on Instagram.”

Dressing up is still key for the stags, says Elliott: “Costumes and accessories for stag dos are still going strong. Whether it’s just the groom himself in an embarrassing outfit or the full group dressing to a theme, costumes continue to be a key part of stag do culture.”

Erwin agrees: “With OppoSuits we offer a broad variety for men for prewedding celebrations. You can dress up as a whole group during the bachelor party to participate in style, or

you can just leave the bachelor with a crazy suit on their own.”

Themes are key for Rubies. Peter Silver, head of sales UK, commented: “Rubies collection of stag and hen costumes are the perfect solution to the party of a lifetime, no matter what the theme. From hilarious allin-one novelty food themed dress-up like the Bacon, Egg and Carrot suits through to licensed group costumes like the Teletubbies, Marvel heroes and Wizarding World ranges, get stocked up today in time for the busiest stag and hen season of the year.”

To find out what’s new for hen and stag dos this year, head over to the next page.

Left: Pioneer’s Team Bride range in both latex and foil options sets the perfect scene for hen parties. Below: Hootyballoo’ s new Bride to Be range is a classy yet fun range with all the hen party essentials.

Right: Rose Gold Metallic tableware from Amscan is on-trend and provides that added luxe for any event.

Far right: Amscan’s Team Bride range features wearables and accessories for the whole bridal squad.

HEN AND STAG PARTIES

Make the outfits personal for any hen party with Hootyballoo’s Bride to Be Stencil Set.

New balloons from Anagram celebrate the bride to be. The white standard heart, captioned with ‘Bride Vibes’ and embellished with gold hearts can be the focal point of any celebration. Mix and match the heart with the solid colour foil programme from Amscan in metallic and matte finishes.

Smiffys has a new range of embellished hats perfect for hen parties. The jewel encrusted cowboy hats and light up Stetsons cater to all themes.

The Giant Dice Hen Party Game from Hootyballoo will get the fun started.

The new Sempertex Pastel Dusk collection in cream and rose come in a new pastel dusk finish where the texture creates a dusky tone and adds depth for any balloon installation, complementing the pastel matte collection perfectly. The new tones are all available in 5”, 12”, 18”. 24”, and 260 modelling balloons.

Make sure everyone knows who the star of the show is with the Future Mrs Sign from Hootyballoo with sticker sheet to personalise.

The 32” Bottle Bride to Be foil balloon from Grabo sets off the celebrations in style. Choose whether to inflate with helium, or use the base to create an inexpensive and environmentally friendly setup.

Rubies has a range of licensed and non-licensed costumes ideal for stag party groups, like this Teletubbies option.

Hootyballoo’s Bride to Be range includes latex 12” balloons to set the scene.

HEN AND STAG PARTIES

Dress the whole stag party in style with the Daily Blue suit from Opposuits

The bride to be will stand out from the crowd in Hootyballoo’s gold glitter headband.

The Team Bride stuffing balloon from Pioneer Europe makes the perfect centrepiece for any hen party.

The She Said Yaaas range from Hootyballoon includes banners, party bags and balloons to create the perfect theme for any hen party.

The Team Bride collection from Amscan offers a wide range including tableware, wearables and accessories.

The Wedding Ring balloon from Grabo is available in a range of sizes and colours, and can be mixed and matched with other designs including the Bride to Be foil.

The new Bride to Be range from Hootyballoo features paper cups, plates and Diamond paper napkins

The new sequin captain hats from Smiffys come in rainbow colours, white, pearl embellished items for the bride, and many more.

The Future Mrs Jumbo 18” Balloon with Tassels from Hootyballoo comes with nine sticker sheets to personalise the message.

Summer is a great opportunity for the party industry, not only are there some key events, such as summer festivals and hen and stag outings bringing out the fancy dress costumes, but the (hopefully) better weather allows for garden parties, which could work well for consumers looking to host at home rather than incur the cost of going out.

Elliott Peckett, director of Smiffys, explains: “After kicking off the summer with Bank Holidays and the Coronation, we believe that more customers will be choosing to host parties at home throughout the season, rather than going out. As disposable income becomes increasingly limited, going out to eat and drink will become less of a priority this summer.”

Julie Dommett, head of marketing at Pioneer Europe, continues: “In the UK, the spring Coronation celebrations have us off to a great early start, so that’s

loving

a mixture of home parties and events: “Spring has started hot with two coronations - one for a UK King and another for the winner of Eurovision. So assuming the weather plays ball in summer, it could be really big as this is the first year since the end of Covid that events can be planned without fear of a Covid cancellation.

“Glastonbury kicked off with selling 160,000 tickets in under an hour (=approximately £66 million) and from what I can tell most other music festivals are experiencing the same effect. This is a really good start to the party market summer even with the cost-of-living crisis, as it is evidence of spending (if you have it) on having a really good time.

sure to set the scene for hosting lots of gatherings all summer long.”

The freedom of the post-Covid era may still get people out partying, according to Erwin van Dijk, account manager at OppoSuits: “I don’t really think people will start hosting more events at home this summer. In fact, I actually think people will more often choose to go outside of their houses because 2023 is probably the first year that festival season is a big thing from start to end since Covid.”

Mark Brett, sole UK agent for Boland predicts

“All of which promises a great summer of dress up and party decoration. Moreover, those of us who are cash strapped are more likely to spend on a party at home rather than a swanky and overpriced venue.”

Others agree that there is likely to be parties at home and further afield. Sarah O’Hara, product manager at Amscan, comments: “Here at Amscan we’re all looking forward to a hot summer and can’t wait to get the BBQ out.

“We expect to see a mix of both celebrations at home as well as people still enjoying going out socialising with friends and family. And with a summer packed with events, there’s plenty to entice people outside.”

2023 is set for a big summer. Having kicked off in late spring with the King’s Coronation, we are looking forward to the women’s football World Cup, a soldout Glastonbury and much more in between.

Progressive Party chats to some key execs about their hopes and expectations for the season, as well as what everyone needs to have on their shelves.

Inset: Festivals are popular again this year and Boland expects people to spend on partying despite the economic crisis.

Right: The class of ’23 are the first to be able to celebrate for some years, and Qualatex expects there to be parties from preschool to university.

When it comes to what parties will look like in 2023, there are some key themes. Elliott continues: “Customers continue to use party décor and balloons to level up their living space when celebrating all types of occasions. Our new Piñata range has proved popular and adds another fun element to summer parties and BBQs.

“The trend for DIY photobooths or photo walls remains strong; our hats, inflatables and accessories such as feather boas are popular in this category and make a fun and creative group photo.”

Julie sees some clear opportunities when it comes to celebrations: “Some themes we expect to be big this summer are ‘big and bright’: We predict big balloons in bold colours will be adding instant impact to birthday parties everywhere.

“After a few years of disruptions, graduation ceremonies are back on the agenda. From nursery through to university, we’re expecting lots of ‘Class of ‘23’ style celebrations.

“Rainbow décor is sure to be everywhere this June and July as Pride

celebrations take place all across Europe. And for kids’ parties, we’re predicting mermaids/under the sea and football to be among the top trends this summer.”

Licences are key for Opposuits, as Erwin explains: “We offer a broad variety for men for this summer season. You can dress up as your favourite superhero such as Superman or Batman with our Suitmeister summer sets, or be more fashionable with our collection OppoSuits summer sets.”

Sarah expects the garden to play a pivotal role in summer party trends: “We’re sure consumers will still be continuing their love affair with their own outdoor space; from DIY Tiki cocktail bars, to transforming their gardens into watering holes or tropical paradises for the summer.”

Turn the page to find out what’s new for summer parties this year.

Right: Pioneer Europe predicts big, bright balloons to be a key trend for summer parties.

Below: The Tropical Parrot Super Shape Foil from Anagram is the perfect addition to a tropical theme. Below right: Rainbow is set to be big in celebration of Pride, says Pioneer Europe.

Above: The It’s a Goal range from Hootyballoo offers everything needed for a summer football themed party. Above right: Hootyballoo’s Let’s Dance collection is ideal for a children’s party in the summer months.

SUMMER EVENTS

Grabo has dedicated an entire range to sea inhabitants with a boho design – Maritime Boho. The range features a mermaid, shark, rainbow and many more. Most of the designs are created to be placed on the new bases, in order to limit the use of helium and create an environmentally friendly product.

Hootyballoo’s It’s a Goal collection includes Gold Trophy Paper Cups, Football Pitch Paper Napkins, Football Paper Plates, Cake Topper, Foil Balloon and a Gold Goal 16” Foil Balloon Garland.

Boland’s range features flags, banners, tableware, accessories and more, featuring the iconic rainbow design, perfect for celebrations this summer.

The new 21” Sea Shell Microfoil from Qualatex combines perfectly with the 11” round Sea Shells latex designs to create the on-trend under the sea theme.

The new Super Shape Foils from Anagram feature a fun watermelon slice, Tropical Parrot and coordinating Palm Frond for the ultimate tropical focal points. There’s also a host of DIY Garland Kits and other themed Airloonz products perfect for adding theatre.

Gemar has worked with Chantelle Lord of ‘Balloon Creations’ to develop a bespoke colour palette for summer 2023. The range includes pastels – aquamarine #050, baby pink #073 and periwinkle #075, as

There are two new fashion tones in the Sempertex assortment – Fashion Purple Orchid and Fashion Tropical Coral. Ideal for vibrant heatwave inspired installations, the new tones will be available in 5”, 12”, 18” and 24”.

The new 31” Baby Bear Microfoil from Qualatex is perfect as the centrepiece for a graduation celebration arrangement. While the Congratulations Grad and Gold Bubbly Wine Bottle designs also create a showstopping display for the occasion.

The new Gingham range is Hootyballoo’s summer picnic party offering and consists of paper cups, napkins, plates and bunting in pretty pastel shades.

SUMMER EVENTS

Musical Note Paper Napkins, Let’s Dance Paper Plates, Musical Notes Paper Cups, Boombox Party Bags, VIP Pass Party Invitations and Rose Gold Party Musical Note 14” Balloon Garland make up Hootyballoo’s Let’s Dance party range.

Amscan’s metallic tableware features rose gold, gold, silver and iridescent ensembles, to add some glamour to summer parties.

Hootyballoo’s Pastel Party range is ideal for summer birthdays and comprises of a banner, paper plates, cups and napkins, party hats and a Balloon Table Scatter.

Pioneer Europe expects rainbow to be a big trend this year as pride celebrations take place across Europe, and Qualatex has a wide range of options to make the celebrations memorable.

The new solid colour tableware range from Amscan comprises FSC certified plates with a natural coating as well as compostable napkins and reusable cutlery in 18 different colours.

reveals, the collection also features multiple themes that are fun for the whole family.

for summer style, including the Loopy Lines and Funky Fade designs.

Football will be a key theme for children’s parties this summer and Qualatex has Soccer Ball designs in a range of sizes ideal for the event.

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