Book Week
Turning The Page
Inset: Rubie’s has plenty to offer, with both generic and licensed lines doing well.
World Book Day is taking place on Thursday 1 March in 2018 and there’s no better time to make sure your children’s costume range is up to scratch. PPE turns the page on this key dress-up season.
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child-focused dress-up season, Book Week has really taken hold over the last few years, growing in popularity as it is widely embraced and eagerly anticipated by both teachers and children. How much the parents look forward to it is another matter entirely, but this is where the friendly local costume shop can swoop in to save the day! Find out early which books are popular at the moment and plan costumes accordingly, ensuring that parents know what you have to offer.
Right: This cute Elmer ride-on costume from Amscan is ideal for little ones who aren’t keen on a complete costume.
Classic Characters
“Current characters are always very popular with children, who like to stay on top of the latest trends. Harry Potter costumes were even more popular than usual last year, possibly due to the release of Fantastic Beasts and Where to Find Them. Classic book characters always sell well in our North London store and fairy tale characters are constantly well-liked, year on year. Alice in Wonderland costumes were a big hit with children and their teachers, with the Mad Hatter an especially popular choice.” Emma Angel, director, Angels Fancy Dress
Amscan has an inspiring collection of costumes and wearable accessories, offering everything from classic fairytale and historical costumes, to careers, adventure and animal themes. “We’re excited to add licensed options to our Book Week offering,” says marketing manager Charlotte Cox, referring to the company’s new The Very Hungry Caterpillar and Elmer the Patchwork Elephant costumes, both of which are expected to do well this year. “Fairytale remains a favourite choice for the occasion,” she continues, “and we have extended our collection to include some enchanting new additions including new Red Riding Hood, Goldilocks and Alice styles.” Book Week has also become a very important event in the party calendar for Bristol Novelty, reports business development manger Gary Vincent. “Book Week is now the second busiest peak in the calendar for the party industry and presents a golden opportunity to kickstart 2018!” Historical children’s costumes are a common theme for Book Day and Gary reports that the popular classics such as Grecians and Roman costumes remain strong sellers. “We are seeing postwar 1940s styles also becoming a popular alternative theme,” he adds. Also offering a wide range of generic options for the season is Widmanns, whose vast range offers something for everyone. “Year-on-year the classic traditional costumes and characters always do well for us,” says Sancto’s Anna Solly, “be it Peter Pan, cowboys or princesses. But each year also brings
fresh new demands for current characters which happily keeps us on our toes!” Last year saw a resurgence in interest in Harry Potter costumes, driven by the two new books released in October 2017 and 2018 is expected to see a similar boost thanks to the upcoming film releases. “On World Book Day 2017, a national survey suggested that more children aged 4-11 went to school dressed as Happy Potter than any other character,” offers Unique Party’s Holly Burgin. “Our new Harry Potter accessories reflect the latest in this licensed trend that only continues to grow over time!” Smiffys has also seen a huge increase in demand for both children’s and adults’ character costumes at this time of year, especially in the licensed category. The costume company has developed a range that includes something for everyone, from the classic fairytale characters and pirates to officially licensed Where’s Wally, Dr Seuss, Horrible Histories and Roald Dahl character costumes. “Roald Dahl is one of the world’s most-loved children’s authors, so there is no surprise that costumes inspired by his books are consistently popular for World Book Day,” says marketing manager Sharon Poulter. “We have extended the range for 2018, adding Veruca Salt and Augustus Gloop from Charlie and the Chocolate Factory.” Also putting its faith in licensed lines is Rubie’s, with everything from Disney classics to modern favourites. “Avengers is one of the official World Book Day £1 books, so we are sure the range of officially licensed costumes will be in high demand,” says marketing assistant Danielle Costello. “We also think Horrid Henry is set to be a popular choice this year, as is Dennis The Menace, who shows no sign of slowing down on popularity following the recent launch of the new CBBC TV show.” With schools and nurseries across the UK actively encouraging children and teachers to dress up as one of their favourite characters and so many new lines to choose from, World Book Day should prove an early highlight for costume retailers. Below: Classic historical costumes always do well for Bristol Novelty. Right: Roald Dahl’s Veruca Salt is expected to be a popular line for Smiffys.
JANUARY/FEBRUARY 2018 PROGRESSIVE PARTY EUROPE
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