Party Props
Inset: It’s always summer with Amscan’s beach and Hawaiian decor range.
Beach LIFE’S A
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hanks to the rise of social media, it’s never been more important to make sure a party looks – well – the part. Throwing a party in 2017 can also mean chanelling your inner Laurence Llewellyn-Bowen to make sure the venue hits the right note as it’s now almost mandatory to remodel the space as a tropical paradise, Hollywood after-party or haunted house. Party hosts looking to set the scene for their social gathering are becoming increasingly aware of the endless options open to them (thanks Pinterest!) and hitting their local party shop looking for creative – and affordable – ways to transform the local church hall into a 1920s speakeasy. “Themed party décor is certainly gaining a lot more traction and visibility for party retailers in the UK over recent
Haunted House Hints “As every good outfit needs an accessory, so every good party needs props! It is not uncommon for private houses to be decorated to the rafters with false spider webs and scene setters at Halloween – taking their lead from the popular interactive Halloween events which can be seen around the UK. Halloween props do not need to be limited to the webbing around a creaky staircase, or a spooky door sign – a generous coating of fake blood on our artificial dismembered body parts will give any house party that perfect finishing touch!”
Sharon Poulter, senior trade marketing manager, Smiffys
Left: Summer scene-setters from Folat. Below left: Lanterns from Widmann complete the look.
years,” says Gary Vincent, Bristol Novelty’s business development manager. “We are seeing consumers looking for niche products for their themed parties and décor for events that weren’t even considered an event a couple of years ago!’ Gary also points out that the increasing popularity of photobooths at private parties has seen consumers embrace even more themes. “As suppliers, we have caught onto this new demand for more unusual décor props and accessories,” he explains. “There is an obvious attraction for online sellers in particular, as they have the opportunity to bundle a selection of themed products together, making it particularly easy for the consumer to purchase.” Party product distributor Delights Direct is a good barometer of popularity and account manager Stuart Wheeler is particuarly taken with themed décor and the opportunities it provides. “Themed parties are brilliant,” he enthuses, “because there is such a wide variety of product available, from small decorations to big scenesetters and life-size cutouts. This means you can stock for every market, from the ‘stay at home’ room décor to the bigger venues. Mexican Fiesta has been particularly
Themed events are big business for party retailers, with allimportant décor, props and other accessories proving essential for bringing those fabulous themes to life. PPE finds out more about the importance of setting the scene. popular for 2017 but Hollywood is a theme that stays strong all the time.” Also big in the themed party market is Amscan, which offers themed party ranges spanning classics such as decades, Western, Hollywood and Hawaiian, as well as country-themed events and occasions such as graduation and Oktoberfest. “Other popular themes include colour schemes, in particular Rose Gold, which has taken the party industry by storm this year,” adds marketing executive Charlotte Cox. “Although Hawaiian continues to be Amscan’s most popular themed party range and we add new product every year – 2017’s additions include a Tiki hut bar, flower garlands
Balloon Boost “The popularity of balloons has continued to increase over the last couple of years as they can really help add the ideal finishing touch to an event. With so many different designs and types available, they are becoming more of a feature at all sorts of events now and we expect them to continue increasing in popularity for quite a while.”
Emma Angel, director, Angels Fancy Dress and honeycomb decorations, which all add a fun tropical touch to any party.” According to Mark Brett, the UK representative for Boland Party, the beach party theme won’t be going anywhere, even throughout the colder months. “Anything to do with Hawaiian, aloha or beach parties is just getting bigger and bigger,” he says. “The theme is spreading into winter now!” So don’t pack away those inflatable flamingos and beach scenesetters just yet – winter might be coming for everyone else, but it’s summer all year round for the party industry! Above: Pineapples are a fun party motif, from Qualatex. Left: Northstar’s text script balloons are popular décor items.
SEPTEMBER/OCTOBER 2017 PROGRESSIVE PARTY EUROPE
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