Progressive Preschool - August 2022 by Max Publishing: Print, Digital Media + Events (London)

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AUGUST 2022

PreschoolNews Advert 165 x 245_Layout 1 04/01/2018 16:20 Page 1

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Copyright 2022. Whilst every effort has been made to ensure the information in this magazine was correct at the time of going to press, the publishers cannot accept legal liability for any errors or omissions, 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.

Above: Felixstowe is the UK’s busiest container port, handling around 48% of the UK’s container trade.

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03 Max Publishing Ltd, United House, North Road, London N7 9DP T: 020 7700 6740 F: 020 7607 6411 www.max-publishing.co.uk ISSN 2515-8570

PreschoolNews Advert 165 x 245_Layout 1 04/01/2018 16:20 Page 1

EDITORIAL AND CONTENT: Jacqui Parr jacquip@max-publishing.co.uk Sam Loveday saml@max-publishing.co.uk Preschoolnews.net is published by preschool sector experts… All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers. PreschoolNews net is published by preschool sector experts, for preschool trade experts.

In isolation, the Felixstowe strike would be bad enough, but Post Office workers are also due to hold further action, causing even greater disturbance. And then there’s the threat of further rail and tube strikes. It certainly seems like a perfect storm, but as Gary Grant pointed out, these things are a risk of being in business and trying to sell more toys is the way forward. Easier said then done though, of course.

Launchingsector.withan unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.

The PreschoolProgressiveTeam Samantha Loveday, Rob Willis, Jo Pilcher and Katie Roberts-Mason.

The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.

Felixstowe is the UK’s busiest container port, handling around 48% of the UK’s container trade. Containers from countries such as China and Japan arrive daily, carrying items from white goods and laptops, through to bikes and frozenCustomerfood. orders and key components for manufacturers will either be delayed or diverted to other ports, meaning increased delivery costs, likely to end up being footed by the consumer. Notably, it is estimated that the port strike will disrupt trade worth up to £700 million and impact on supplies to supermarkets and other stores and exports from now until Christmas. The nursery and toy industries certainly won’t emerge unscathed.

ADVERTISING AND COMMERCIAL: Jo Pilcher jop@max-publishing.co.uk Rob Willis robw@max-publishing.co.uk

P r e s c h o o l N e w s . n e t is published by preschool sector experts, for preschool trade experts. P r e s c h o o l N e w s . n e t is the new online resource for the preschool product and retail sector. From the publishers of Progressive Preschool Magazine and the organisers of the Progressive Preschool Awards, this new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail

For the latest news visit PreschoolNews.net

All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.

Speaking to Bloomberg, The Entertainer’s Gary Grant likened it to the impact from the Ever Given, the ship which got stuck in the Suez Canal for six days in March 2021.

LEADER

With this as the backdrop, the trade is preparing as best as it can for autumn and into the final quarter. And there are bright spots ahead and good news stories to be told. Kind und Jugend (8-10 September), Brand Licensing Europe (20-22 September) and Harrogate International Nursery Fair (16-18 October) should all provide some welcome relief and the chance to chat and share experiences with industry friends and colleagues. Another bright spot on the horizon is the Progressive Preschool Awards (Tuesday 15 November). Finalists across all categories are due to be announced soon so be sure to keep your eyes peeled. In difficult times, the preschool industry is well known for pulling together and this time will certainly be no Here’sdifferent.toasuccessful end to summer and we hope to see as many of you as possible at the upcoming shows.

W ith the finalenteringholidayssummertheirthrows, thoughts are turning to autumn and beyond. As Progressive Preschool was going to press, the strikes at the port of Felixstowe were entering their third day, with the national press full of warnings that the action would create a severe backlog.

THIS MONTH Below: BLE is heading back to London’s ExCeL from 20-22 September.

Preschoo News net is the new online resource for the preschool product and retail sector. From the publishers of Progressive Preschool Magazine and the organisers of the Progressive Preschool Awards, this new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail Launchingsector.withan unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.

05 CONTENTS WHAT'S INSIDE For the latest news visit PreschoolNews.net Meet The Team Rob Willis robw@max-publishing.co.uk Jo Pilcher jop@max-publishing.co.uk 06 News The latest updates from across the preschool industry. 13 GfK A look at how low consumer confidence is being reflected in the volume of purchases being seen in baby care. 15 Parents Insights How understanding what kids want from their toys will help brands ensure that they are fulfilling the needs of kids and parents, as well as facilitating growth during playtime. 17 Guest Columnist Adeline St John, digital director at The Media Snug, on the opportunities available for brands to get involved with TikTok. 20 Industry Roundtable Six senior executives discuss their licensed product highlights, the retail landscape, challenges and where they see further growth for their licensed business. 27 Focus on … Character Licensing 44 The Big Interview: Moonbug Entertainment 47 Event Preview: A look ahead to Harrogate International Nursery Fair. 48 The Big Interview: ToyTopic 51 Event Focus: What’s happening at this year’s Kind und Jugend. 57 Sector Focus: Feeding and Weaning 61 Sector Focus: Educational Toys 73 Executive Profile Luke Burns, general manager at Cybex UK and Ireland, in the hotseat. 75 Retailer in Numbers We find out more about online retailer Tots of Crown. Samantha Loveday saml@max-publishing.co.uk Katie Roberts-Mason katierm@max-publishing.co.uk 27 Gary Freeman garyf@thisismethod.co.uk 61 57

Below: The TV campaign aims to capture the happiness that the Toniebox gives the whole family.

Tonies launches TV ad campaign

A new advertising drive is showcasing the Toniebox to viewers of Channel 4, ITV2, Sky and Sky Kids, among others.

The new ‘Happy kids. Happy parents. Happy listening’ campaign brings to life how tonies creates happiness for the whole family throughout the day, from listening in the car, to dance parties, to telling that final story before bed, without a screen in sight.

“This campaign captures the happiness that the Toniebox gives the whole family, as well as demonstrating our product versatility and the amazing licences that we have to offer. All encompassed within an energetic, theatrical duet that you won’t be able to forget.”

Motel helped bring the idea to life in the form of a musical duet between a mother and child, based on the nursery rhyme ‘If you’re happy and you know it’. The song helps narrate, while the child and mother sing their happyRhianthoughts.Hawkins, senior brand manager at tonies, commented: “At tonies, we believe childhood should be full of joy for the whole family. And what better way to keep little ones entertained – and help them drift off to sleep – that with the Toniebox.

NEWS TOP STORY

For the latest news visit

The Baby businessesAssociationProductsisurgingtowriteto the government to get baby products removed from the current Fire Retardancy Regulations.

Towards the end of 2009 the Department for Business, Innovation & Skills (BIS) announced that the Furniture and Furnishings (Fire) (Safety) Regulations 1988 would be revised and the first stakeholder event to kick off the work was held in 2010.Fastforward 12 years and BIS has become the Office for Business, Energy and Industrial Strategy (BEIS); a new department has been created called the Office for Product Safety and Standards (OPSS) – and, frustratingly, the revision is no closer to Thecompletion.BPAhas been campaigning since before the revision was announced to have baby products removed from scope. In 2019, the Environmental Audit Committee conducted an inquiry into Toxic Chemicals in Everyday Life and concluded that baby products

Baby Products Association urging change on Fire Retardancy Regulations

PreschoolNews.net

For more details about what’s going on at Brand Licensing Europe, as well as feedback from key preschool brand owners and new product highlights, check out our licensing special from page 27.

The Licensing U educational programme in partnership with Licensing International returns, as does the popular character parade and Kelvyn Gardner License This! competition finale.

The BSI Committee responsible for developing the safety standards cannot develop any until it knows what is in scope and so further delays are a BPAcertainty.isnowurging all businesses to write to the Rt Hon Kwasi Kwarteng MP, Secretary of State at the Department of Business, Energy and Industrial Strategy at House of Commons, London, SW1A 0AA or email

The preschool industry is gearing up to return to London’s ExCeL in September for this year’s Brand Licensing Europe.

07 KEEPING YOU UP TO DATE WITH THE LATEST STORIES

Thosepersonalisegoodmembersandyearsonthesebabyparliament.ukkwasi.kwarteng.mp@askinghimtoremoveproductsfromthescopeofRegulations,ratherthanrelyingarevisionthathassofartaken12withnoguaranteeofsuccess.TheBPAhasdraftedaletterishappytosharewithbothandnon-membersfortheoftheindustry,whichcanbeandamendedneeded.interestedcanemailjulie@b-p-a.orgforacopy.

Brand Licensing Europe ready for kick off

“The preschool sector and licensing are inextricably linked thanks to the abundance of brilliant characters created for that audience - everything from CoComelon and Bing, to Bluey, Peppa Pig, PAW Patrol, Maui and Sons, Gigantosaurus and the Gruffalo,” commented Anna Knight, svp licensing at Informa Markets.

Above: A host of preschool character brands will be welcoming visitors to BLE.

For the latest news visit PreschoolNews.net should immediately be removed from the scope of the current regulations. A new approach to the Regulations has been adopted and they are to contain only the scope and essential safety requirements, underpinned by safety standards developed by BSI. The new draft Regulations were to be published for consultation by the end of Q2 2022, but have been delayed again, with the new deadline of autumn 2022 suggested.

The show – which runs from 20-22 September – will host a major catwalk activation this year, which is “the pinnacle” of BLE’s fashion theme, says Anna. There will be nine catwalk shows over the three days, with branded and category-specific catwalks with SEGA and Mattel owning catwalk shows, and others focused on Brands & Lifestyle Collabs, Kids, F&B, Entertainment Collabs, Culture & Unity and Sustainability.

INSPIRATIONSUCCESS!www.kindundjugend.com08.-10.09.2022FORMORE International Business Media Services Ltd. 42 Christchurch Road, Ringwood BH24 1DN, Tel. +44 1425 48 68 30 info@koelnmesse.co.uk

Meanwhile, Retail PR – which has good experience in trade exhibition PR including The Big Christmas Press Show – will aim to support exhibitors and provide opportunities to promote their products in front of the media on site at Toy Fair. Toy Fair has had a great relationship for many years with the show’s former PR agency, Bastion, and thanks them for their dedication to the show.

Christy Foster, md at Online4Baby, commented: “We are extremely pleased with our new brand identity and website. They have been wellreceived by customers, judging by the feedback we have had as well as the improved conversion, revenue and average order value rates we have seen. This new brand identity gives us a strong platform for further growth but without losing our human, personal qualities.”

In addition, Toy Fair has also confirmed that Retail PR is on board as the show’s new PR agency. Toy Fair is returning to London’s Olympia from 24-26 January, across the Grand and National Halls, with the ground floor already sold out. Returning exhibitors include Posh Paws International, VTech/Leapfrog, Character Options, Golden Bear Toys, Gibsons and Asmodee UK among others.

Online4Baby’s sales leap following rebrand 09

NEWS KEEPING YOU UP TO DATE WITH THE LATEST STORIES

Ecommerce steptakenOnline4Babyretailerhasanotherbigforwardonits growth journey by rebranding and refreshing its website to emphasise its credentials as a ‘caring yet rebellious disruptor’ fighting on the side of parents.

Online4Baby’s brand overhaul features a new logo, a ‘Power to Parents’ strapline and a new colour palette, while improvements to the website make it more mobile friendly and give it a more premium appearance.Andtheoverhaul is already paying dividends, with year-on-year conversion rates up 64% in the first two weeks since the launch. Sales have increased by 12% year-on-year and the average order value is up by The7%. project is the latest phase of a multi-million pound investment programme to effect a digital transformation for the business.

As part of its digital transformation, the retailer has focused on increasing its number of followers on social media such as Facebook and Instagram, and last year launched a TikTok channel which is attracting over 1.2m monthly views.Online4Baby has seen revenues surge from £11m in 2018 to £45m in 2021, and aims to reach £100m within three years. Above: The brand overhaul features a new logo, strapline and colour palette.

Strong re-booking rate for Toy Fair 2023 Toy Fair 2023 is shaping up to be another ‘lively and packed show’, with the BTHA confirming a high number of returning companies re-booking, as well as a strong number of new exhibitor applications.

“It is great to see such a high number of returning exhibitors already signed up for Toy Fair 2023, proving just how important buying and selling in-person at Toy Fair in January was for the industry,” commented Majen Immink, organiser of the Toy Fair. “We are looking forward to continuing the success the industry had at the show earlier in the year and welcoming our new exhibitors who will add even more excitement to the show. We urge anyone thinking of applying to do so quickly to avoid missing out.”

For the latest news visit PreschoolNews.net

Left: Toy Fair is returning to London’s Olympia from 24-26 January 2023.

TOP STORY

Organised by Right time, On trend, In stock. Find out more at autumnfair.com

The collection – which is due to launch in spring 2023, Laura Ashley’s 70th anniversary year –will combine the brand’s signature archive prints with Mamas & Papas’ nurseryProductsexpertise.willinclude baby apparel, nursery bedding and toys, plus two Mamas & Papas signature pushchairs.

Polly Noel Storr, head of gifting at Moonpig, commented: “We are delighted to welcome My 1st Years to Moonpig’s gifting range, giving customers the opportunity to now shop from a wider range of quality gifts within our ever expanding baby and young child range.

Left: The range of 18 gift sets will be exclusive to Moonpig.

Above: The new collaboration with Laura Ashley will launch for spring 2023.

“Our new collaboration is a perfect match, both Mamas and Papas and Laura Ashley were born from the belief of creating new and beautiful products that could not be found elsewhere,” commented Sonia Kelly, product director at Mamas & Papas. “We have a joint synergy, family being at the very heart of our ethos and both believe in the art of storytelling always ensuring beautiful detailing and design in everything we create.

NEWS KEEPING YOU UP TO DATE WITH THE LATEST STORIES

• Reports in early August suggested that Bluegem Capital is preparing to sell off Mamas & Papas. Bluegem Capital has owned the business since 2014, and in 2019, a pre-pack administration deal was carried out, as well as an earlier Company Voluntary Agreement (CVA). Mamas & Papas reported sales of over £100 million for the year ending March 2022, which included £11 million pre-tax profit.

“Looking back into the Laura Ashley archive we have selected iconic prints from the collection to sit across both hard and soft goods and brought them alive to create contemporary heirlooms for a new generation.”

TOP STORY

Mamas & Papas teams with Laura Ashley 11

For the latest news visit PreschoolNews.net My 1st Years partners with Moonpig Personalised baby brand, My 1st Years has teamed up with online card and gift platform, Moonpig, to offer a range of baby and toddler gifts. The range of 18 gift sets, exclusive to Moonpig, feature baby blankets, books and plush toys to complement the retailer’s new baby and babies firsts cards. All items are packaged in a My 1st Years gift box and can be sent directly to recipients with a personalised card.

N ursery withisMamasbrand,&Papaspartneringhomeand lifestyle brand, Laura Ashley on a new range of apparel and other products.

“Sending personalised cards and gifts is at the heart of what Moonpig does, and so we couldn’t think of a more perfect partner to work with than the leading personalised baby gifting brand in the UK.”

Gareth Chadwick, head of marketing at My 1st Years, added: “The values shared by My 1st Years and Moonpig make this a really synergetic partnership, and we are thrilled to have our ranges incorporated into the Moonpig offering. Our brand is all about marking specialandforwardwithmilestones,memorablesotogetherMoonpig,welooktohelpingfriendsfamiliescelebratemoments.”

The UK’s ONLY baby trade show HARROGATE babyTheNURSERYINTERNATIONALFAIR16th-18thOctober2022www.nurseryfair.comJoininternationalexhibitorsfromaroundtheworldincluding:BelgiumNetherlandsDenmarkNewZealandGermanyPolandIrelandSpainItalySwedenLithuaniaTurkeyNorwayUAEPlusover100exhibitorsfromtheUnitedKingdom!UK’sONLYtradeshowHARROGATEINTERNATIONALNURSERYFAIR16th-18thOctober2022www.nurseryfair.comJoininternationalexhibitorsfromaroundtheworldincluding:BelgiumNetherlandsDenmarkNewZealandGermanyPolandIrelandSpainItalySwedenLithuaniaTurkeyNorwayUAEPlusover100exhibitorsfromtheUnitedKingdom!

With

One category that has seen the biggest price shift over the last few years is Highchairs. The growth from 2019 to 2022 was +51%, and the increase from 2021 was +12%.

The price for Highchairs has been continually rising over the last four years. Combination Highchairs (a highchair that turns into a chair and table as the child gets older) has been the segment to push this price growth, seeing a 100% rise against Jan-Jun 2021 and a 61% rise against Jan-Jun 2019. When looking at the different types of material that highchairs can be made of however, the price rise appears to be consistent across materials over the last few years. When looking at price rises of online and in-store prices we see that in-store prices are being hit hardest by inflation. In-store prices are up 35% compared to 2021 and 5% to 2019. However, if we compare this to what is happening online, prices are up 15% compared to 2021 and -14% to 2019. Again, we see Highchair here having some of the biggest in-store price increases (up 46% vs 2021 and 68% vs 2019). What is surprising is the growth of online price, as with a greater range of premium products online and with consumers more willing to spend premium online, it is surprising to see price growth behind in-store. Moving into the last half of the year, prices are set to continue rising across Baby Care as well as other sectors. With further increases to the cost of living coming it is unlikely to see the volume of sales rise in the next six months. Purchases are going to be more considered and even everyday basic products will see volume drops. If volume is able to stay flat compared to last year then we may continue to see some positive value growth in the last half of the year. prices continuing also and it shows as entered the summer with consumer confidence at a historic low.

HOW MUCH? Inflation and the cost of materials is pushing prices up in many markets. In Total Baby Care we have seen prices grow +8.6% from Jan-Jun 2021 –Jan-Jun 2022. This is partly driven by inflation, partly by consumers moving towards more premium brands and products and also because prices during the last two years have been the lowest we had seen in Total Baby Care since 2016, so we are seeing prices return to what they were prepandemic. When we compare price against the same period in 2019, we see that average price is up 17%. Nearly all categories within Total Baby Care have seen over a 10% price change since 2019 - this affects everything from more premium categories to smaller categories like Soothers and Teethers.

Joe Staton, client strategy director at GfK, says: “Consumer confidence remains severely depressed as the impact of soaring food and fuel prices and rising interest rates continues to darken the financial mood of the nation. Despite a two-point uptick in our hopes for our personal financial situation for the next 12 months, which might reflect optimism over imminent change at the top of the UK government, the overall index languishes at a historic low amid acute concerns for the general economic situation. Low consumer confidence is reflected in the volume of purchases we have seen so far this year for Total Baby Care. Compared to the same period last year volume grew 0.18% as consumers are making more considered purchases. And we are still a way behind where volume sat in the same period in 2019 (-16%). However, growing prices means that value trends show a more positive story, with value up 17.5% 13 GfK’s client solutions consultant, Emma Wade, takes a look at how low consumer confidence is reflected in the volume of purchases being seen in baby care.

RESEARCH PRICES UP, CONFIDENCE DOWN

on Jan-Jun 2021, but again struggling to catch up to where the market was pre-pandemic (-8.8% vs Jan-Jun 2019).

to rise Baby Care* categories are

seeing increases Great Britain Baby Care GfK GB PoS Data. *Baby Care tracked categories: Car Seats, Highchairs, Stollers, Monitors, & Teats, Soothers, Teethers, Baby Tableware, Bottle Warmers & Sterilisers and Breast Feeding. 9% 12% 18% 51% 26% 19% 36% 15% 29% 29% 27% TotalCareBaby andBottlesTeats Car Seats Highchair Monitors Soothers Strollers Tableware Teethers SterilizersWarmersBottle& FeedingBreast 17% 12% 8% 12% 6% 11% 13% 2% 12% 17% 13% Price Growth Jan Jun 19 vs Jan Jun 22 Price Growth Jan Jun 21 vs Jan Jun 22 T he last six months have been rough on consumers,

More premium categories like Strollers continue to help grow this value (+41% vs Jan-Jun 2021).

Lilliputiens creations are full of unexpected details and activities, a constant source of wonder, discovering and learning. Juratoys UK Ltd. Tel: 0208 878 2133 E: sales@juratoys.co.uk

RESEARCH

Left: Nick Richardson, ceo and founder, The Insights Family.

Our data indicates that kids are enjoying toys that offer opportunities for creative play, with the top toy types for kids aged 3-5 being construction toys (40%), soft toys (38%) and dolls and play-sets (33%).

T he toy market is a competitive space, with brands trying to gain kids’ attention and hold it by generating advocacy. In order to be able to compete within the toy space, brands must be aware of what kids are interested in and what they are looking for during playtime in order to anticipate current toy trends. By understanding what kids want from their toys, brands will ensure that they fulfil the needs of kids and parents and help to facilitate growth during playtime.Thepopularity of physical toys is increasing among kids. The Insights Family’s real-time data portal shows that 14% of kids aged 3-5 in the UK name playing with toys as their favourite hobby, growing by +147% over the last 12 months. It now ranks as the number one hobby among this demographic. With this evolving interest in toys comes the opportunity for brands to consider what kids are looking to develop during playtime and which toys they are gravitating towards.

The Insights Family is the global leader in kids, parents and family market intelligence, providing real-time data on their attitudes, behaviours and consumption patterns.Download your free copy here: familyreport2022.get.theinsightsfamily.com/

LOOKING FOR?

TOY TRENDS: WHAT ARE KIDS

The Insights Family highlights how understanding what kids want from their toys will help brands ensure that they are fulfilling the needs of kids and parents, as well as facilitating growth during playtime.

LICENSED DEMAND Over the last six months, the demand for licensed products has increased. In the UK, kids aged 3-5 are most likely to purchase a toy related to their favourite TV show (49%), closely followed by favourite film (41%). This year has revealed the success of a number of popular IPs which have an audience willing to purchase toys. In the wake of the recent film Minions: The Rise Of Gru, fans of this franchise are +8% more likely than the average kid to purchase licensed toys. Similarly, fans of Spider-Man, currently the third favourite character among UK preschoolers, are +17% more likely to purchase licensed toys. The success of these IPs in the toy shops as well as the cinema indicates how fan favourites can dominate multiple categories across the kids industry. Understanding what’s popular will ensure that new products stay hot on the market. Brands should consider the impacts of these interests within the kids’ toy space, appealing to current favoured IPs and toy trends to generate brand interest and advocacy among younger age demographics. They should also consider the areas kids are looking to explore and develop through play and how toys might facilitate these growing interests.

TOP PRIORITIES These toys all offer kids the opportunity to use their imagination to build or develop characters and narratives that are entirely their own. Creativity is also one of the top priorities among parents who value development as well as enjoyment and fun when choosing toys for their kids. This is clearly an important factor when looking to engage the family audience. Another key area of interest is in classic toys that tie together kids entertainment and nostalgia among parents. Fisher-Price regularly launches toys that emphasise themes from the 80s and 90s such as the baby boombox and toy Game Boy. In line with this trend, we’ve seen an increase in the popularity of board games. Currently, 12% of preschoolers in the UK name board games as their favourite toy type, showing an increase of +36% since the start of the year. This sheds light on the success of new games hitting the shelves, as well as limited editions of family favourites like Monopoly and Cluedo. This trend suggests that kids enjoy group activities and interactive play, encouraging companies to explore the potential in retro, non-digital toy types. It also highlights the opportunity for collaboration between new licensed IPs and toy companies.

UNDERSTAND THE PLATFORM

TRY IT - YOU MIGHT LIKE IT!

Adeline St John, digital director at The Media Snug, on the opportunities available for brands to get involved with TikTok.

If you haven’t already, download the app personally and search for things that interest you. Within a few days, TikTok’s algorithm should start placing good, relevant content on your feed. Get to know the trends and use the discovery search function to explore the app. If you are brave enough, why not start sharing some videos yourself?

STRATEGY As you start to figure out how the app works and see trends appearing, you will start to get a feel for how this app could work for your business. As a company, you will already know who your audience is, and what tone of voice you use. It’s time to throw that out of the window.

TikTok is rapidly growing into a strong platform which can help brands to reach new audiences. How big is TikTok? Well, the beginning of 2022 saw over 1.39 billion monthly active users, with growth predicted at 1.8 billion by the close of this year. Compared to platforms like Reddit, Pinterest, Snapchat and Twitter, TikTok is roaring ahead. Should Facebook and Instagram be afraid? Currently, Facebook is still reporting 2.89 billion monthly active users, but with TikTok growing 45% between 2020 and 2021 and predicted growth towards the end of this year - it’s a big fat ‘yes’ from me.

on advert spend. With TikTok boasting over 1 billion daily video views, they are literally giving away organic reach and engagement - a good reason for businesses to start using the platform.

Above: Adeline St John, digital director, The Media Snug. phenomenon. However, I’m hoping I have convinced you of the opportunities available. Now, it’s time to take those first steps.

GUEST COLUMNIST TIKTOK – NOT JUST A PLATFORMKIDS’

Another bonus? You don’t have to persistently increase your followers to get seen on TikTok - you just need good content.

I believe in practicing what you preach, so I downloaded TikTok during Covid. Within two days, its algorithm had me all figured out. I was seeing content on my ‘For You Page’ that was truly relevant to me in a way that Facebook/ Instagram could never do. I stalked the app, soaked up the feed, and spent time ‘researching’. This quickly turned into a new habit. Before long, one of my own videos took off. I didn’t spend any money and it wasn't a polished video, but it got 182k views and nearly 5k likes. Would you ever get that kind of reach and engagement on Facebook? Not unless you paid a large sum of money. Having spoken to many brands in our industry, I know there is trepidation in joining this new

T ikTok used to be associated with music and dancing teens, but if you’ve dismissed it as a platform for your business, then you might want to think again.

TikTok is maturing while Facebook is aging. TikTok’s main demographic isn’t all about dancing teenagers anymore. In fact, a whopping 37% of worldwide users are over the age of 30, and an eye-watering 70% are over the age of 20. Still not convinced? Most accounts on Facebook have seen a huge drop in organic reach and engagement, and advertisers are reporting a lack of conversions

TikTok is all about having fun and showing personality, with raw videos and honest content. I have seen some big corporate brands (in our industry) open TikTok accounts, but they try to share professional, polished videos that instantly divebomb. Why? Because there is no personality, no behind the scenes, no jumping on trends… TikTok should be in the moment, shot on a phone camera and, most importantly, it should be fun. We have pulled together a How-To-TikTok guide, check it out on www.mediasnug.com. If you would like help or advice with your social media strategy and implementation please call The Media Snug and ask for me.

“ With TikTok boasting over 1 billion daily video views, they are literally giving away organic reach and engagement ”

For license enquires contact: Faye Rashad Email: faye@misirli.co.uk T: +44(0) 116 2645 860 “Delivering innovation, quality and value on time....every time.” TIGHTS BABYWEAR NIGHTWEARSOCKSUNDERWEARGIFTING “Delivering innovation, quality and value on time....every time.”

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PPS invites six senior executives – Sophia Procter, ceo and founder, Munchy Play; Helen Cottrill, marketing and product director, Enesco; Liz Peters, head of portfolio UK & IE, tonies; Julie Jones, md, Redan Publishing; Jon Tilley, general manager EMEA at United Wheels UK/United Wheels Netherlands; and Zara Grindrod, director of sales and marketing, Rainbow Designs – to discuss some of their licensed product highlights, the retail landscape, challenges and where they see further growth for their licensed business.

Sophia: “We’ve had a really successful year to date. At the top of the year Sadiq Khan presented us with the London ‘Start-up Business of the Year’ award from the FSB, which was incredible recognition. We also launched our new Hot Wheels Car Plate in May which is proving to be a real hit. Even in these challenging times our business continues to grow at a steady pace and I’m encouraged to see that the nursery sector, in particular the toy market, showing great resilience.”

“It has been great! We are so proud of what we’ve achieved this year, and to be the fastest growing preschool brand in the UK is an amazing accolade. With so many stand-out preschool brands within our Tonies portfolio, we see customers coming back time and time again to buy the newest launch and add to their Tonies collection.”

Julie Jones Jon Tilley Zara Grindrod

20Liz:

DRIVING LICENCES

INDUSTRY ROUNDTABLE HOW HAS YOUR LICENSED PRESCHOOL BUSINESS BEEN SO FAR THIS YEAR?

Jon: “Our partnership with Disney kicked off at the start of the year and so far, so good. We have been supported by some great retailers and our partnership with the Disney team has enabled us to start strong. We are lucky that kids' bikes are sold all year round, so we are not 100% reliant on certain times of the year. We are now getting ready for the busy Christmas period, and this will be our first with our licensed product ranges.”

Julie: “The first half of 2022 has been a very challenging time for our preschool magazines. Costs in every area of the business have increased and the impact of soaring paper prices has had a profound effect, resulting in the need to adjust formats and pricing on almost a daily basis. Despite these challenges, sales have picked up so far over the summer period and we’re seeing good growth in travel outlets.”

Left: The Witches is the first Tonie in the new Roald Dahl range.

Zara: “Rainbow has been here for 50 years now, and our proven strategy of working

Sophia Procter

Helen: “We have had an exceptional year with our Beatrix Potter Collection. We signed a new deal for Classic Beatrix Potter Plush and launched our first collection in July. To date bookings have exceeded all expectation and we have now finalised our January 2023 launch. We are also delighted to have signed an agreement with Great Ormond Street Hospital for two bespoke Peter Rabbit soft toys which raise funds with each sale. With bamboo being banned across Europe for child food use items we have developed a brand new collection under Beatrix Potter Home; this is 100% recyclable including the packaging and is also microwave and dishwasher safe. Again the reaction to this collection has been exceptional.”

Helen Cottrill Liz Peters

WHAT CHALLENGES LIE AHEAD IN THE LICENSED PRESCHOOL SPACE?

21 INDUSTRY ROUNDTABLE with classic brands transcends fashions and trends due to the wonderful stories, sentiment and nostalgia that these brands evoke. So, even in a time of rising living costs and economic uncertainty, our classic characters including Peter Rabbit, Winnie the Pooh and Paddington Bear, have continued to perform strongly, providing that much needed familiarity and reassurance of values and quality.”

Below: Huffy has seen good success with its Lighting McQueen ride-on.

Below left: Redan will be looking for new opportunities with new and existing contacts at BLE.

Julie: “It’s very tough and fiercely competitive especially with, as previously mentioned, the retail space available being squeezed all the time. Magazine buyers tend to give most licences a go in range but with space tightening, they are being more selective.”

Learn Bag o’ Fun and Fun To Learn Peppa Pig Bag o’ Fun titles. We also committed to 10% of our portfolio having plastic free covermounts, which has meant the team have developed some really innovative and imaginative paperbased gifts.”

Zara: “Market conditions are tough all round, but in a particularly difficult economic environment, that is set to decline further, retailers have held their confidence in classic licensed ranges, over non-licensed products. Classic licensed ranges with strong heritage and longevity have a proven track record at retail and continue to deliver.”

Helen: “The biggest challenge we face is the economic uncertainty and the impact this has on the families with preschool aged children. This sector will be the worst hit by the increased cost of living and interest rates, so they will spend their money wisely. We need to ensure that we are offering great value, quality functional products that stand the test of time. Gifting in this type of economy tends to shift to more functional items and our Beatrix Potter, Disney and Scion collections have been created with this in mind.”

Helen: “Well known licensed collections are definitely our best performers in the current climate - again it comes down to consumer confidence and brand awareness. Retailers are absolutely playing it safe with a reluctance to try anything brand new, so having the added benefit of a brand name gives us a USP.”

Liz: “tonies® is the leader in a brand new product category so it’s extremely important to us to continually optimise and improve our product, as well as innovate within our range. We put so much thought into our beautiful Tonie figurines: we work with our partners to create the very cutest characters and every single Tonie is carefully hand-painted, making each one totally unique. We also look for different ways to create exclusivity and variation within our portfolio: our collaboration with premium plush brand, Steiff, gives the opportunity for little ones to cuddle up with their favourite soft cuddly friend, as well as pop the Steiff Tonie on the Toniebox and fall asleep to some relaxing bedtime stories.”

Jon: “There no denying that it is a tough marketplace at the moment and licensed seems to be performing well compared to our non-licensed products. We are offering a comprehensive range of over 40 licensed bikes and battery ride-ons via our new drop ship programme, so retailers who want to take the opportunity of the strong bike business can, without massive investments in stock holding.”

HOW ARE YOU FINDING THE RETAIL LANDSCAPE AT THE MOMENT FOR LICENSED RANGES?

Liz: “Challenges in supply chain and rising costs of raw materials will continue

Julie: “As the competition for space in the preschool magazine sector increases (largely due to an overall reduction in shelf space at retail), it really does feel increasingly important to continue developing our existing portfolio and being innovative in this area, as well as investing in new licences to ensure that we have the hottest properties in our portfolio. Developing more sustainable products has also been a priority over the last year, we implemented a revolutionary, plastic free and 100% recyclable alternative to plastic bags using a uniquely styled, cardboard wrapper for our Fun To

Left: Rainbow Designs is launching new products in its Adventures of Paddington range this year

HOW IMPORTANT IS IT TO CONTINUE TO INVEST IN NEW LICENSED PRODUCT DEVELOPMENT AND Sophia:INNOVATION?

“It’s always important to invest in your business, your customers and your product. Licensing has transformed our business, taking it to the next level and allowing us to tap into much-loved children’s brands. Innovation isn’t just about developing new products - it’s also about finding better, more sustainable and greater efficiencies along the way. For instance, we recently invested in new robotic technology for manufacturing, and moved to a larger UK factory.”

Sophia: “Only last Christmas the industry faced challenges around supply chain issues with delays and problems importing goods from abroad. It’s one of the reasons why our products are manufactured in the UK, as consumers expect high quality products with quick dispatch. This will continue to be a priority for all businesses especially in the run up to the festive season.”

ophia: “Undoubtedly, the biggest highlight has been partnering with Mattel. From the get-go the vision was to get Thomas & Friends on board, and within a year of launching we did just that. It’s also wonderful to be recognised by our community – we’ve won several awards and shortlisted in many others, including the Progressive Preschool Awards. Seeing our small businesses alongside well-established names is always humbling.”

23 to have an impact on the licensed preschool space. Rising rents, storage costs and other warehouse fees have caused certain retailers to reduce sku counts with some brands.

Sophia: “There are so many opportunities and different routes available to take. We’re keeping all options open, but keen to expand into new territories, as well as look at new variants to bolster our existing collection.”

INDUSTRY ROUNDTABLE

Helen: “Our Disney Baby Collection won a UK Mums TV silver award, this is judged by consumers and we really value this positive feedback from our end users. We were also Highly Commended in the Collectable Category for our Beatrix Potter by Jim Shore Collection at the recent Gift of the Year Awards. Earlier in the year we signed an agreement with Scion for several gift collections. Our first offering launches on 1 September and will be shown at the Kind und Jugend show in Cologne. Scion is a brand we have admired for many years and we are so happy to be able to create this collection with them.”

Liz: “We have launched almost 40 Tonies so far in 2022, from much-loved classics like Mr Men & Little Miss, educational content like our National Geographic and Horrible Histories series, to strong entertainment licences like CoComelon, Octonauts and Bing. We were so excited to announce our partnership with the Roald Dahl Story Company, launching The Witches as our first Roald Dahl Tonie. Our total portfolio is almost 200 Tonies strong, many of which are preschool brands, and we continue to see success with evergreens such as Peppa, PAW Patrol, Gruffalo and our Disney Tonies.”

WHERE DO YOU SEE FURTHER GROWTH COMING FROM FOR LICENSED RANGES WITHIN YOUR Helen:BUSINESS?

Jon: “Spider-Man seems to be performing strongly and we are seeing an increased demand for licenSed battery ride-ons, our Lighting McQueen car in particular. We also worked on some new products for the recent Lightyear launch that performed very well in Europe.”

Above: Enesco has enjoyed an “exceptional year” with its Beatrix Potter collection. Above right: Partnering with Mattel on Thomas & Friends has been a major highlight for Munchy Play.

Liz: “Globally we have sold over 3.7 million Tonieboxes and 44 million Tonies, and we continue to grow exponentially. New markets will be key for us in the coming years: tonies® is a global phenomenon and bestselling licensed Tonies will play an important role in our international growth. On average, a child collects 20 Tonies over a period of 4.5 years, if not more.”

Inflation and cost of living is, of course, a concern for parents, with the potential for households to spend less on non-essential items.”

Jon: “Our primary goal is to continue to grow our Disney partnership across the EU, so new retailers, new markets and new products that are specific to each market. We are working on some exciting new launches to coincide with movies and events in 2023.”

Zara: “Paddington has had an exceptional year with fantastic brand exposure, headlining with afternoon tea with the Queen to celebrate her Platinum Jubilee, as well as being the focus of a McDonald’s Happy Meal promotion. Paddington has always been a strong performing range for us, but this brand exposure helped raise the awareness of Paddington amongst the youngest of children, supporting a significant uplift across all our Paddington collections, in particular our bestselling Adventures of Paddington range of preschool toys based on the awardwinning TV series.”

“There are so many categories that we can develop into. Sustainability is a key part of our future and also looking to develop product within the UK and Europe.”

LICENSED HIGHLIGHTSPRODUCT

Zara: “The licensed preschool space can be very crowded, full of great licensed products but it is going to get even more competitive thanks to the taxing economy we are experiencing. Many consumers are already starting to feel the pinch, and when it comes to choosing presents for preschoolers, for many it will become a choice of one product or another, rather than multiple purchases. So the strength and popularity of the licensed brands, innovative product development and sales support at retail are all going to play a vital role.”

Julie: “The introduction of a new magazine special for our longstanding licence Peppa Pig. The first issue launched in July and focuses on colouring, sketching and doodling. The second will go on sale in October and has a story focus. There are more planned for 2023 too, which will expand our presence on shelf and complement our existing Peppa Pig magazines.”

With this year’s Brand Licensing Europe just around the corner, PPS chats to some key brand owners in the preschool space to find out their property highlights from the year so far, challenges and trends, the changing retail landscape and how healthy the sector is in general.

PRESCHOOL

Inset: Chip & Potato is gaining traction for WildBrain. Left and below: Acamar Films’ Louise Simmonds says that Bing’s first themed hotel rooms launched earlier this year at CBeebies Land Hotel, Alton Towers Resort.

“T he verycontinueslicensedpreschoolsectortobestrong,” begins Melissa Goodrich, director brand management at WildBrain. “There’s lots of competition across the sector, however the brands that continue reinventing themselves to remain current while also remaining true to their brand values, will always thrive. There also continues to be more and more amazing licensees and manufacturers in the market, who bring so much brilliant innovation to the preschool space.” WildBrain is just one of a number of brand owners enjoying success within the preschool sector. The company’s portfolio is a mix of the evergreen - step forward Teletubbies and In the Night Garden – and the new, with Chip & Potato gaining traction, with its diverse characters and charming visual style proving to be a hit with international audiences. Both Teletubbies and In the Night Garden have been marking key anniversaries this year – 25 and 15 years respectively – with a host of activity taking place. For Teletubbies this included collaborating with Pride in London and lighting up the Empire State Building in their iconic colours. In the Night Garden, meanwhile, has embarked on a tour around the UK with its live stage show, which is set to continue into 2023. Live experiences have also been a focus for Acamar Films, with the company launching Bing’s first themed hotel rooms earlier this year at CBeebies Land Hotel, Alton Towers Resort. Bing has also joined a third Gulliver’s Theme Park in the UK and returned to Showcase Cinemas throughout the summer for a new cinema experience. In the Benelux, a successful new theatre tour is going strong with further plans to expand in 2023.For Hasbro, meanwhile, 2022 has been another huge growth year for one cheeky little pig. “While we have so many great Hasbro preschool brands with new and exciting partnerships in the works, we’re really thrilled about continuing the growth of Peppa Pig through 2023 and beyond,” says Marianne James, vp EMEA and Asia licensed consumer products at Hasbro. “Based on Peppa’s cultural relevance and footprint across consumer products, entertainment and more – there are countless opportunities to innovate and extend the brand’s reach so that consumers have plenty of options to choose from when engaging with arguably one of the most recognizable pigs on theHasbroplanet.”is also due to introduce Kiya & the Kimoja Heroes, with the girl-led superhero action show launching in multiple markets in 2023. PJ Masks also continues to be a primary focus, with Marianne teasing that the brand’s licensing and retail programme will be ramped up very soon. Bulldog Licensing, too, has been busy making the most of its mix of evergreen preschool brands and new launches. While Sesame Street and Care Bears have confirmed a new master toy partnership and been marking 40 years respectively, baby gifting brand That’s not my… has been enjoying success

LICENSING

BRAND AND DELIVER

Sesame Workshop is a global non-pro dedicatedorganisationttohelpingkidsgrowsmarter,stronger,andkinder * Sesame Street UK Brand Study 2020 Email:Tel:www.bulldog-licensing.com+44(0)2083255455info@bulldog-licensing.com EAR ANNIVER TM and © 2022 Sesame Workshop. 96%awarenessbrandamongparents* 3 in 4 UK parents agree that Sesame Street is both an entertaining & a brand*trusted With over 50 years of heritage, generations of fans have grown up with Sesame Street Hugely successful and growing presence on Tiny Pop, bringing the brand to a new generation of UK preschoolers Sesame Street segments including Elmo’s World, CookieSuperFoodieMonster’sTruck,Grover2.0andmore CMYCYMYCMYMCK ai16512227617_PP April Sesame_290422.pdf 1 29/04/2022 09:59:34

When it comes to product development, Vicky says that sustainable practices are being incorporated wherever possible, from the product itself to eco-friendly options on packaging. This year has also seen the launch of I Care Bear – made from recyclable materials –which reminds young Care Bears fans how important it is to take care of the Earth and encourages them to recycle, reduce waste and walk or ride their bikes when they can.

MAJOR TRENDS

Left: Marianne James, vp EMEA and Asia licensed consumer products, Hasbro.

In addition, season two is now airing on CBeebies and BBC iPlayer, while the licensing programme is continuing to grow. Licensees on board include Crayola, 8th Wonder, Spin Master, Moonpig, Drew Pearson, Ravensburger, HTI, Character Options, Danilo, H&A, MV Sports, Stor and William Lamb among others.

PRESCHOOL LICENSING

29 across retail with a baby range from Dennicci, plus broadened distribution for Rainbow Designs’ toy range and the arrival of a new ‘My first backpack’ range from RJ Bags. New TV show Odo is also readying to “take the market by storm in 2023” says the agency’s licensing director, Vicky Miller. Master toy partner, Wow Stuff, and master publisher, Macmillan, are both on board with more announcements due soon.

Immersive experiences and location-based entertainment are also now“Millennialskey. were the first major generation to fuel the experience economy where experiences trump possession and ownership,” says Venetia Davie, vice president UK, Ireland, Israel, ANZ, at Paramount Consumer Products. “Covid put that world on hold for two years, but now we’re seeing an explosion in demand not just in the UK but across all markets. We have a flourishing BLUEY RIDING HIGH

“Global recovery from the recent pandemic has shown the importance of supporting the development of children’s social skills and coping mechanisms,” says Louise Simmonds, head of UK licensing at Acamar. “Bing’s stories are underpinned by emotional development foundations which help little ones grow their identities, their resilience and their understanding of the world around them. These positive values are attracting key partners - BBC Children in Need in 2021 and the NSPCC this summer - to choose Bing for their early years“Thesecampaigns.corevalues are also running through our#BingsLittleWins celebrity influencer campaign that ran over the summer into autumn, celebrating achievements around daily milestones such as toilet training and bedtimeWildBrain’sroutines.”Melissa acknowledges that sustainability has become incredibly important to consumers and is, therefore, an area the company is focused on as part of its brand strategies. “For In the Night Garden products, our licensees are shifting towards more ecofriendly products and packaging, and we’re fortunate to have wonderful partners, such as Golden Bear, who keep their ears to the ground and are working towards greater sustainability and versatile products that both educate and delight preschoolers,” she says.

Bulldog’s Vicky agrees that both sustainability and diversity have come to the fore. “Consumers respond best when these are core to the property itself – rather than being layered on top,” she explains. “With Odo, the central theme of the show is celebrating diversity and believing in yourself. Through fun and humorous storytelling, Odo learns valuable lessons including understanding and celebrating diversity. Key to the show is raising self-efficacy, which is proven to combat anxiety in children, another topic which is really important to parents.”

Left: Love for Bluey has ‘exploded across the globe’.

It has been one of the most talked about preschool shows of the year, and earlier in August, season three of Bluey debuted on Disney+ in the US and around the world. The new series will be split into two parts - the first features 25 seven-minute stories that will bring even more hilariously relatable everyday moments of family life to audiences everywhere. These episodes will also arrive on Disney Channel and Disney Junior later this year in territories around the world. The second half of season three will be available on these same platforms at a later“Lovedate.for Bluey has exploded among viewers across the globe, and we’re delighted to debut another exciting season that will give fans more opportunities to spend time with Bluey and family,” says Henrietta HurfordJones, director of children's content partnerships at BBC Studios. “We’re so happy to be working with a partner like Disney that shares our enthusiasm for the series, which has become part of the cultural zeitgeist and a co-viewing winner worldwide.”

Below: Kiya & the Kimoja Heroes is a girl-led superhero action show.

POSITIVE IMPACT

“The preschool sector and licensing are inextricably linked thanks to the abundance of brilliant characters created for that audience, everything from CoComelon and Bing, to Bluey, Peppa Pig, PAW Patrol, Maui and Sons, Gigantosaurus and the Gruffalo,” says Anna Knight, svp licensing at Informa Markets. “All of the above brands and many, many more are being showcased by our exhibitors, plus the Kid-themed catwalk at 2pm and Mattel at 4pm on day one, SEGA with Sonic the Hedgehog on Wednesday at 12:30pm, and The Smurfs and The Teletubbies at 2pm.” Check out register.detailsbrandlicensing.euhttps://www.forfurtherontheshowandto Left:A raft of preschool characters will feature in BLE’s popular character parade.

31 slate of live events, theme parks and hotels businesses. There is a clear appetite and demand across all consumer demographics to be connecting with friends and families in engaging ways.”

Acamar’s Louise also cites the importance of products needing to be found across online and omni-channel retailers. “Customers want flexibility in how they shop,” she states. “Social commerce is growing, so it is interesting to see how we can work with our licensees to help retailers in this area and help drive purchasing decisions. We are also looking at the ways that augmented reality can help join up the physical shopping experience and continue that experience at home.”

Paramount’s Venetia says that during ‘peak lockdown’, the company pivoted quickly from a focus on in-store merchandising and promotional space to driving its brand narrative and product stories online. She says: “We found many new licensing partners in the direct to consumer space, we ramped up investment in social media and digital partnerships, and expanded our own global direct to consumer store to ship internationally. We trialled and we learned a lot about how to drive product conversion online.

Hasbro’s Marianne agrees that, for preschool brands, the retail landscape has gone beyond bricks and mortar stores, with an increase in online shops combined with strategic marketing and influencer programmes.”

Right: Odo is expected to ‘take the market by storm’ in 2023.

“Having our content on top streaming platforms and products that are easily available online allows consumers to find us anytime and anywhere,” says WildBrain’s Melissa. “This synergises very well with the retail landscape, which is committed to giving consumers the chance to buy products anytime and anywhere. In particular, we see that e-commerce platforms enable shoppers to find, search and buy a wider range of products from preschool brands, which can’t always be found in bricks and mortar stores.”

Summing it up nicely, Acamar’s Louise concludes: “Preschool tends to be a reliable and resilient part of the overall licensing market and there are fantastic brands in this space right now.”

The fashion theme will also run through the educational content, with Mattel’s president and coo, Richard Dickson presenting the opening day keynote, Barbie x Fashion. A raft of preschool characters will feature in the popular character parade, while there will also be spotlights on sustainability and DE&I initiatives to drive meaningful change – with BLE partnering with Products of Change and Black Lives Matter Licensing.

PRESCHOOL LICENSING

“Now consumers are back on the high street we’re back to a more traditional pattern working across all retail channels, but there are so many valuable learnings.”

“I think the preschool licensed sector is the healthiest it’s ever been at, with more and more programmes that bring purpose and positive impact to our young ones’ lives,” adds Marianne. “We’re seeing more diverse characters, sustainability projects and educational initiatives available around preschool brands, and I think that will continue to flourish.”

Vicky continues: “Preschool has always been a strong area with some huge evergreen properties. What we have seen in recent years is a growing range of media a preschool licensed property can develop from. Of course, online is huge and has produced some impressive hits from digital only brands. The other area that is really increasing in licensing is traditional publishing brands expanding their offering.”

BACK TO BLE Brand Licensing Europe will run from 20-22 September at London’s ExCeL, with over 200 exhibitors confirmed at time of press, many newcomers to the show among them. The big activation this year is the catwalk, which is the pinnacle of the BLE 2022 fashion theme. It will have nine catwalk shows over the three days featuring Mattel, SEGA, NBC Universal, Sony Interactive, IMC Toys, 9 Story Media, Kornit, WildBrain CPLG, Perfetti Van Melle and Pink Key Licensing to date. There will also be branded and category-specific catwalks with SEGA and Mattel owning catwalk shows, plus others focused on Brands & Lifestyle Collabs, Kids, F&B, Entertainment Collabs, Culture & Unity and Sustainability.

A CHANGING RETAIL LANDSCAPE

© 2022 ABD Ltd/Ent. One UK Ltd/Hasbro Peppa Pig continues to capture hearts around the globe as the Queen of Preschool. With all-new consumer products launches and categories. Toomies Bath Squirters Trends Learning Pad HTI Doll Pram 8th Wonder Ride OnVTech Learning Toys

LICENSED PRESCHOOL PRODUCTS

ENESCO

With almost four decades of producing award-winning, licensed ranges, Golden Bear continues to develop innovative and creative toys for some of the world’s most popular and iconic preschool licensed brands and maintains its focus on evolving current product ranges and developing inspirational lines. Long-term partnerships for Hey Duggee, Bing, and In The Night Garden remain central to the company’s licensed portfolio, alongside solid ranges for Sooty, The Baby Club, Love Monster, Twirlywoos, and Waffle the Wonder Dog.

NEW PRODUCTS 35

Tel: 01228 www.enesco.co.uk404022

Fizz Creations has developed a range of Care Bears stationery and accessories to celebrate the Care Bears’ 40th anniversary this year. The new range is available exclusively in Primark stores now. The Care Bears collection features pens, pin badges, drinkware, a puzzle, wellness cards, and a variety of notebooks, all in a beautiful pastel palette. Tel: 01903 www.fizzcreations.com327006

FIZZ CREATIONS

Following its hugely successful, multi-awarding winning Peter Rabbit Baby Collection, created under license from Penguin Ventures, Enesco has announced the launch of a sub-collection, featuring Flopsy. The new Flopsy Baby Collection will launch during the 120th birthday celebrations of Peter Rabbit this year. Available to buy within the collection are a Baby Blanket, Muslin Squares (Set of Three), Bibs (Set of Three), Soother Holder, Hooded Towel, Insulated Bottle Bag, Changing Mat, and a Pram Organiser.

Tel: 01268 www.poshpawsinternational.co.uk567317GOLDENBEAR

POSH PAWS

REDAN Redan is delighted to extend its Peppa Pig offering by introducing Fun To Learn Peppa Pig Special magazines. The first special launched in July and focuses on colouring, sketching and doodling. The second goes on sale in October and contains a collection of popular Peppa Pig stories. The plan is to continue with these occasional specials throughout 2023 to complement its two regular fortnightly and four weekly Fun To Learn Peppa Pig titles.

New and in-stock, Posh Paws’ brightly coloured and cuddly Gabby’s Dollhouse soft toys are available to order and are perfect for Christmas gifting. Fans of the hit Netflix show can bring Gabby and her host of six feline friends to life with Posh Paws’ beautiful 10” characters displayed in decorative gift boxes and an assortment of five smaller 7” characters in a bright and eye-catching CDU that kids will love.

Tel: 01952 www.goldenbeartoys.com608308

Tel: 01743 www.redan.co.uk364433

DREAMTEX

NEW PRODUCTS 39 LICENSED PRESCHOOL PRODUCTS

Tel: 01903 www.fizzcreations.com327006

FIZZ CREATIONS

Fizz Creations has partnered with licensor Magic Light Pictures to bring the classic character The Gruffalo to life with an exclusive baby range for select Primark stores. Based on the book by creators Julia Donaldson and Axel Scheffler, the collection showcases the scope of expertise that can be delivered by Fizz Creations and features wooden toys, keepsake stationery and feeding items

HUFFY United Wheels UK unveiled its new line of licensed Huffy bikes, featuring a whole host of Disney, Marvel and Lucasfilm characters. The collection covers all properties and wheel sizes, ranging from balance bikes, to 16” wheels, scooters and battery powered ride-on toys and includes family favourites from Disney Princess, Frozen, Spider-Man, Cars, Lightyear, Star Wars and Minnie Mouse.

Tel: 01525 www.huffy.co.uk664041

YOTO Yoto, the audio platform for kids, has collaborated with Paramount Consumer Products UK to welcome PAW Patrol titles to its ever-expanding audio library this summer. In a first for the platform, the PAW Patrol licensed stories, from the popular Spin Master Entertainment series, features heroic missions and exciting adventures starring the community heroes including Ryder, Marshall, Skye, Rocky, Chase, Zuma and Rubble. www.uk.yotoplay.com

TONIES tonies has announced an exciting partnership with The Roald Dahl Story Company, launching with The Witches (narrated by actress and comedian Lolly Adefope) this August. Matilda (narrated by Oscar-winning actress Kate Winslet) launches in October, and James and the Giant Peach (narrated by comedian James Acaster) in November. Perfectly timed for Santa wish lists this Christmas, with even more fantastic titles planned for release in 2023. Tel: 0203 www.tonies.com1921492

Tel: 01257 www.dreamtexltd.com220302

Dreamtex is launching Hey Duggee coverless duvets into its popular preschool homewares collection. The reversible coverless duvets come in both single and junior and are accompanied with a matching pillowcase. The 4.5 Tog duvet is lightweight and easily packable into a drawstring bag making it a sleepover essential for every Hey Duggee fan. It’s also machine washable and quick to dry so there’s no fuss with changing sheets.

MIX & SWIMMERBATHMATCH SING & SWING BABY SHARK BarBie™PlayhouseDream babies25tocollect! INNOVATION & FUN at the heart of EVERYTHINGwedo! GET IN CONTACT TO BOOK AN SALES@TOYTOPICGROUP.COMAPPOINTMENT

Tel: 01908 www.amscan.co.uk288500

CASDON Casdon is celebrating the 25th anniversary of its exclusive licence partnership with Dyson and will be introducing three new Dyson SKUs to its best-selling range of vacuum cleaner toys this autumn/winter season. As well as this it’s introducing child-sized versions of the Dyson Supersonic Hairdryer and the Corrale Deluxe Styling Set. This dynamic duo incorporates mini versions of the Dyson Supersonic Hairdryer and Dyson Corrale Straighteners - perfect for mini-me styling sessions.

LICENSED PRESCHOOL PRODUCTS

RAINBOW DESIGNS

RUBIES For budding fans of Marvel, Rubies collection of costumes straight out of Spidey and His Amazing Friends are perfect for Halloween dress-up or festive gifting. The newest animated series from Marvel, featuring much-loved characters Spidey, Ghost Spider, Spinn and Black Panther, has been a huge hit amongst the preschool market with a second series already on the way. With Rubies, little ones can now get dressed up as their favourite characters from the streaming platform smash hit.

Two exciting new playsets are now available in Rainbow Designs’ The Adventures of Paddington toy range. Little ones can now take Paddington and his friends on picnic adventures with Bessie the Campervan. The push along Campervan, that features music and sounds, also includes a foldout canopy and Paddington’s suitcase that is brimming with tea and marmalade sandwiches. Little sports fans will also enjoy putting Paddington and Jonathon, through their paces on the football training ground with this great Paddington Football Set, just in time for the Football World Cup later this year!

AMSCAN Be sure to head online to see Amscan’s full range of Christmas costumes. Some classic preschool characters feature with a seasonal update, including Peppa Pig, and The Grinch styles. These are all available to order online now ready for the festive season. With costumes available from two years and upwards, there is plenty to choose from for all the family.

SMIFFYS Smiffys has added to its Ben & Holly’s Little Kingdom range with a new Holly Witch costume for this Halloween, featuring character prints from seasonal episodes and a matching witches’ hat. There is also a new accessory kit launching later this year. The kit contains a crown, wings and a wand and is available to preorder now.

Tel: 03303 www.smiffys.com338005

Tel: 01491 www.rubiesuk.com826500

Tel: 01329 www.rainbowdesigns.co.uk277300

Tel: 01253 www.casdon.com766411

NEW PRODUCTS 41

TRENDS

SPORTS MV Sports has a range of wheeled toys to support the hot new property Bluey, including the Switch-it TriScooter which includes four different character plaques for added playvalue, a fully printed anti-slip footplate for stability and an adjustable handlebar height. Children can pedal along on the 2-in-1 bike, the ideal beginner bike which easily converts from a pedal bike to a balance bike as they grow in confidence.

ZIGGLE Award-winning baby brand Ziggle has collaborated with the vibrant and colourful Cosatto. Together, they’ve designed an adorably fun collection of nursery accessories, which includes the popular Cosatto Waterproof Dribble Bib. There are eleven designs in the range from tigers to unicorns, avocados to rainbows, and so much more. These vibrant designs add a splash of colour to baby’s outfit, with the added benefit of keeping them dry.

NEW PRODUCTS 43

RAINBOW DESIGNS

Rainbow Designs’ Hundred Acre Wood Collection brings to life Disney’s Pooh Bear, and his best friends, in a whimsical range of high-quality soft toys and baby gifts. Exciting new additions to the award-winning collection are three wonderful 25cm cuddly soft toys of the lovable donkey, Eeyore, timid little Piglet and the bounciest tiger, Tigger, that have joined Rainbow’s best-selling Cuddly Winnie the Pooh Soft Toy.

Tel: 01295 www.trendsuk.co.uk768078MV

JUST PLAY Look out for the all-new Sesame Street toy range from Just Play. Focused on supporting children’s learning and development through play, the varied selection will support key learning milestones whilst supporting preschoolers’ wellbeing through fun and play. Much-loved characters including Elmo and Cookie Monster will come to life with all the humour and entertainment of Sesame Street. This iconic and much-loved preschool brand has an incredible heritage and the trust of parents and gift givers.

Tel: 01625 www.ziggle.co.uk569530

Tel: 0121 www.mvsports.co.uk7488000

Tel: 01329 www.rainbowdesigns.co.uk227300

LICENSED PRESCHOOL PRODUCTS

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Trends UK has an exciting range of new learning toys including the Hey Duggee Quiz Show which follows a popular TV episode where the child answers questions to win five different topics of Squirrel badges. If the children playing get them all right they earn their very own ‘Gameshow badge’!

THE BIG INTERVIEW 44

The other brands have similarly impressive stats. But how does Moonbug do it? Duncan Tate, global head of hardlines, consumer products, explains: “We create made for platform content with an audience first approach shaped by consumer behaviour and audience lifestyle.

The way in which Moonbug’s content is distributed enables children to access the shows they want, in the places they are. As Just four years since it was established, Moonbug Entertainment’s brands are now household names for anyone with preschoolers or young children. The brand roll call features Blippi, CoComelon, Little Baby Bum and newcomer Little Angel, to name but a few, and that list is continually growing and evolving. PPS catches up with Duncan Tate, global head of hardlines, consumer products, and Helen Genia, global hardlines director, to find out what’s next for the company.

M oonbug’s mission is simple - to create shows that kids and parents love. And in the company’s relatively short existence, it has done just that. Starting life as digital brands, the properties’ YouTube figures speak for themselves. CoComelon has 139 million subscribers to its channel, and has enjoyed a staggering 133.9 billion views since it launched. Within just days of posting new videos, views often hit the millions.

“Our aim is to be a natural part of every child’s upbringing regardless of geography, culture or background. By inspiring and engaging children with fun and responsible storytelling, we encourage kindness, compassion and resilience in the next generation, those are the universal underlying values that shape all our content and resonate with our global audience.”

MOON LANDINGS

Above: CoComelon recently won Best Brand in the Character Entertainment or Toy Brand Animated category at the 2022 Licensing Excellence Awards. Far left: Duncan Tate, global head of hardlines, consumer products. Left: Helen Genia, global hardlines director.

The team at Moonbug is constantly acquiring and creating new content. And there’s more on the horizon, as Helen tells us: “As well as Little Angel, we recently acquired leading Singapore production studio One Animation, the media company and production studio behind three-time Emmy nominee Oddbods.”

The experiential presence is also growing with the CoComelon and Blippi live shows, and the recent partnership with Falcon’s Beyond’s Curiosity Playground.

The licensing programme is already impressive. Duncan tells us: “We have a portfolio of best-in-class licensees and continue to build upon these relationships with new categories and brands. Some of our key global partners include Jazwares, Just Play, Hasbro, Spinmaster and many more licensees across hardlines, publishing, FMCG and live entertainment.

“We specialise in creating and acquiring IP and turning it into global entertainment franchises by rapidly scaling the brand using data to enhance and grow the content, distributing broadly across Moonbug’s vast global distribution network and creating new avenues for interaction through licensing and merchandising, original productions and brand partnerships.”Thischanging access to content is also shaping the licensing world. “In terms of the impact on licensing, where five years ago, a digital IP with a successful licensing programme was unheard of, now that is a very different story.” Such wide reaching and popular shows, available on this enormous scale, has meant Moonbug’s brands are rich pickings for licensees. Until recently, the consumer products programme was managed by The Point.1888, but has now been bought in-house.

Above: Little Baby Bum has 39.3 million subscribers and 36.8 billion views.

Left: Little Angel is Moonbug’s first acquisition since becoming part of Candle Media and is one of the fastest growing kids channels on YouTube with 27.5m subscribers.

Duncan continues: “Content consumption amongst kids is shifting from traditional TV to multiple digital platforms. As a result, it is important to create popular content that is widely available.

With such clear focus, it’s no surprise that there are further plans for growth over the next five years. Duncan concludes: “We believe in focus and being the best at what we do. We have experienced rapid growth over the past couple of years in the preschool space and look forward to continuing our expansion across all categories including gaming, an area that is becoming an increasingly significant part of entertainment.”

There is a clear plan behind the consumer products programme going forwards. Helen explains: “From a consumer products point of view, we are building a comprehensive strategy beyond the screen by partnering with some of the best licensing and merchandising companies. This, coupled with the quality of our storytelling, allows us to create products for families to connect with their favourite characters anytime, anywhere.”

So far all that Moonbug Entertainment has touched, has turned to licensing gold, so watch this space for the next brands and expansion.

“At Brand Licensing Europe, our main focus will be CoComelon, Blippi, Little Angel and Little Baby Bum. Little Angel is Moonbug’s first acquisition since becoming part of Candle Media and it is one of the fastest growing kids’ channels on YouTube.”

The team’s focus is clear for the coming year. Helen furthers: “We are excited about our continued growth throughout the year and working closely with our licensing partners.

NEW BRANDS

LICENSING – THE STORY SO FAR

THE BIG INTERVIEW 45 well as the robust YouTube presence, Moonbug’s dedicated channel is available on Apple TV, Samsung, Roku. The content is also streamed on a number of on demand services including Netflix, Amazon Prime and Hulu, through Spotify with the CoComelon It’s Story Time podcast, and even via broadcasters such as Sky and the BBC.

Right: The Blippi live show is part of a growing live and experiential presence for the Moonbug Entertainment brands.

“Our licensing programme has experienced rapid growth, reaching a scale where it made sense to bring the team in-house to continue our expansion,” Duncan says. “In the global hardlines team alone, we recently appointed Janice Lam and Helen Genia as global hardlines directors, both managing a portfolio of toy licensees. These two newly created roles come as a result of Moonbug’s licensing and merchandising team’s expansion.”

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TO HARROGATE

Adrian concludes: “Attracting the return of some big brands that had avoided the event for many years, was key to rebuilding the fair again, and we would hope that visitors will again turn out in force to maintain the decision to retain the new October date and the brands’ commitment to keeping Harrogate Nursery Fair alive and prosperous for all.”

Above left: The show returns to its new October date for 2022, following its popularity in 2021.W hile Covid was ‘almost disastrous’ for the InternationalHarrogate Nursery Fair, the show has come back stronger than ever since restrictions lifted. Adrian Sneyd, organiser, tells PPS: “We are striving to build on the success of the last show and deliver a bigger, better and more productive show than ever before and so far, this is looking all the more evident.

Below: Organisers expect final numbersexhibitortobe in excess of 150.

Shaun Windsor-Turner, key account manager, nursery and books at Tonies UK, echoes this: “Nursery is a key pillar for our tonies business and due to the success of the 2021 show, I have joined the team to head up the nursery sector. We believe our product has so much to offer in the nursery landscape and we have some very exciting products to share which are targeted at the 0+ ageForgroup.”Trixie, the show will be a launchpad in the UK. Sales director UK & IRE, Sam Tyack, explains: “I’ve been with Trixie since April and due to the success of last year’s show, it was a no brainer for this to be a real platform to launch the Trixie brand into the UK and Irish markets. It was great to see it buzzing last year and I feel this time will be even better.”

Right: Exhibitors and visitors alike hailed the 2021 fair a huge success.

“The 2021 event attracted more exhibitors and visitors than we’d had for many years, with companies eager to get back to face-to-face business. For the 2022 event, we have moved into different halls of the Harrogate Convention Centre – they are all on one level and interlink better so the flow is more efficient and easier to navigateAlmostthrough.”120exhibitors have been confirmed for 2022, with 40 of these new to the show, along with an influx of international exhibitors from over 14 countries, and demand is still strong. Those already booked are gearing up for the show. iCandy joint ceo, Warren Appel says: “The fair is very important to us here at iCandy. As a proud British brand, it’s a real honour to be part of the largest UK trade show of its kind. Now in a post-Covid world it’s great to engage with our network of iCandy family stockists face to face.”

“While we have been loyal exhibitors for many years, after the success of last year and the feedback from UK buyers about their preference to attend UK shows rather than overseas travel, we would have been foolish to miss out.”

Having retained its new October date from the 2021 show, howCentre.FairInternationalHarrogateNurseryreturnsfrom16-18October2022attheHarrogateConventionPPScatchesupwiththeorganiserandsomeoftheexhibitorstofindoutplansaredeveloping.

47 EVENT PREVIEW HEADING

For suppliers with nursery as part of their offering, Harrogate is ideal for reaching the industry. Amy Wildman, sales and marketing director at Halilit, explains: “With key brands of ours such as Taf Toys being predominantly targeted at nursery buyers, it is essential for us to have a presence.

Inset: The Splash Games includingHasbrofeaturescollectiontwistsonboardgamesOperation,TwisterandCrocodileDentist.

P artnerships with Wowwee and Hasbro kick started ToyTopic when the company launched in September 2021. The team had been busy working behind the scenes to set the foundations, but formalised themselves to the industry and began trading under the ToyTopic name just one year ago. And so far, so Co-founder,good. Ashley Holman, tells PPS: “Overall, we’re incredibly pleased with the way things are going, which is a positive and a bit of a relief. The last seven or eight months, the main focus has been the organisation itself, so the back-office team, the processes, new systems, and really taking us

MAKING A SPLASH

THE BIG INTERVIEW

Almost a year on from its debut, ToyTopic is going from strength to strength, building its brand portfolio, agreements, retailer listings and sales. PPS checks in with co-founder Ashley Holman to find out how the last 12 months have gone and what the plans are for the future.

WOW FACTOR

Looking to the future, Ashley well. Obviously we are shipping make sure we deliver for that Q4 period. On that basis, just set ourselves up for the new ranges and more of the same. We’re still investing in more back-office staff to keep that developing.” He jokes: “2023, the

“And that’s all helped us create an amazing amount of business that we’ve generated over the last year, and hopefully more to come.”

Ashley credits ToyTopic’s partnership with Wowwee as one of the key factors to the company’s strong launch: “We’re really proud of the relationship with Wowwee, that really was the catalyst to us being able to announce ourselves and say we’re here, look at this great partnership and look at the great products, and it sort of fast forwarded us as a business. It allowed us to jump about five years into the future as a new business.” industry, from licensors to retailers, has Below: ToyTopic has doubled the size of the business for the Wowwee Baby Shark products, and tripled the retail listings.

“Without calling out specific products, we’re calling it interactive and novelty toys. And we now have that as ToyTopic across Peppa, we’ve taken on My Little Pony from Hasbro too. We’ve got our own agreement with Paramount now that includes PAW Patrol, Blues Clues and Baby Shark. And we have an agreement with Penguin Ventures for Peter Rabbit. All of those new ranges will be hitting shelves for spring next year.”

Above: Ashley Holman, cofounder of ToyTopic

The business created to date has included a raft of new brands, as Ashley explains: “When we did our strategic partnership with Wowwee, that gave us brands from Hasbro and Paramount. In addition to that, we had our own Peppa Pig licence from Hasbro and they’ve been very pleased with how we've done with that. We've now extended the rights into new categories and added new brands as well.

49 from a true start-up, to a business with many ranges, with multiple retailers supporting us, so now we are investing in the company to be able to deliver that.

THE BIG INTERVIEW

Alongside the impressive new properties, ToyTopic has also generated extraordinary results for its existing offering. Ashley furthers: “The Baby Shark toy range from Wowwee was already on the market and in the last year, we’ve doubled the size of the business and tripled the retail listings. We have a great working relationship with Paramount and to be able to take a significant range and double the business and triple the retail landscape has been a real achievement.”Otherhighlights include an award nomination and boost in sales thanks to the recent heatwave. “Under the Wowwee relationship we launched the Hasbro outdoor games and we’re incredibly thrilled to have been announced as a Licensing Awards finalist in September for that range,” Ashley enthuses. “To Ashley says: “We’re just carving out a bit of a niche for ourselves and finding opportunities that there’s not loads of people doing. We’re not trying to go up against the big guys, we’re still very small, but because we are so small, one of the positives is that we can move really quickly. Being small brings other benefits too: “Because we only have a few different categories, we focus entirely on them, rather than having a thousand categories and a thousand brands where things can get diluted. There are benefits to working with large companies and small and at the moment, everything we are doing, we’re seeing the benefits of being small and nimble and quick.”

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“We expect a strong European event, but can also welcome American companies as exhibitors, for example. And fortunately, there are also exhibitors from Great Britain. At the moment, we are expecting around 500 exhibitors at Kind + Jugend 2022. Among them are very good, wellknown brands and companies.”

Although the number of exhibitors is considerably down on the prepandemic numbers of 1,240, the organisers have strong plans for the show. Jörg continues: “For this year, we have set ourselves a very compact, clear trade fair that deliberately focuses on the exhibitors. This includes start-ups and the Young Innovative Companies from Germany, an initiative of the German Ministry of Economics.”

JACKSON REECE A longstanding exhibitor at the show, Jackson Reece has a natural and environmentally friendly baby range. Evelyn Johnson tells us: “We have not been able to attend the show this past couple of years and will be thrilled to be back this year to meet with new and present customers, as well as the wonderful companies exhibiting at the show.

Kind + Jugend returned in September 2021 after a two-year break due to the pandemic. After a smaller, more focused ‘special edition’ event last year, the show is beginning to grow again.

The Innovation Award has already gained traction, as Jörg tells us: “We already have over 50 entries for the Innovation Award. For the first time, we will also award a prize in the sustainability category.”

“We have done many different shows in the past, but always find that Kind + Jugend is one of the best with the support and professionalism that it gives exhibitors. It is a great base for the European market and beyond with many international retailers attending.”

Overall, Kind + Jugend promises a return to face to face networking for a central and international event.

FOCUS

T he plans for the Kind + Jugend show in 2022 are very clear. The organiser, Koelnmesse, understands there is still uncertainty in the nursery industry, but also sees the need for an event for the European industry to network face to face again. As a result, 2022 is set to be a focused event.

CALLING

Now that the show format is across three days and visitors are planning busier days of meetings, events have been scaled down. “We have also slimmed down the event programme and are now focusing on two components: the Innovation Award and the professional stage programme,” Jörg says. “In addition, we are currently planning to give more space to the topic of augmented and virtual reality in the context of a special show – however it’s too early for details.”

COLOGNE

PPS sits down with Jörg Schmale, vp Kind + Jugend at Koelnmesse GmbH, to find out the plans for this year.

Left: The show will play host to Enesco’s launch into the nursery industry with its licensed gift offering.

EVENT ENESCO Enesco will be launching into the baby market at Kind + Jugend this year with a range of licensed baby collections. Helen Cottrill, product and marketing director, explains: “Enesco really are the leaders in licensed baby gifting; we have collections in Disney, Peter Rabbit, Flopsy and now Scion and have won many consumer and trade awards. The time is right to establish ourselves in this channel both in Europe and the UK.

“Reaching buyers can be difficult, as we overcome the difficulties of the last two years, it is important that we get our products in front of as many potential stockists as we can. We had an outstanding Spring Fair and have taken space at the Harrogate Home and Gift show for the first time in over a decade.”

Below: The Jackson Reece stand will display the existing range as well as a plastic free baby toiletries range, and the new shea butter baby soap.

Jörg Schmale, vice president Kind + Jugend at Koelnmesse GmbH, explains: “The situation in the baby and toddler outfitting sector is very ambivalent. Many manufacturers deliberately want to present themselves with new products at Kind + Jugend, and thus reach their customers in a bundled and, above all, personal way. Others are still hesitant. Above all, companies that see their markets in Asia are adopting a wait and see attitude.

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NEW PRODUCTS 53

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KONFIDENCE

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+ JUGEND

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Right: Béaba has seen an increase in demand for smaller products such as silicone spoons, as well as glass storage jars.

Weaning is a key milestone for babies and their parents, and the market for products is a quickly evolving one, as trends and advice change quickly around the topic. PPS sits down with several key suppliers to find out what’s hot and what the key considerations are for retailers and consumers alike.

Co-founder of Eco Rascals, Celeidh Cook, explains: “There’s definitely been more of a move towards eco-friendly weaning in recent years. We’re seeing more and more alternatives to plastic tableware, and other weaning products. Plus, brands are increasingly packaging tableware and food with recyclable and/or biodegradable materials.”

SECTOR FOCUS FOOD

FOOD

The transient nature of the weaning process has meant that the sustainability of weaning products has come under scrutiny over recent years, with many suppliers working to improve the eco-credentials of their offering. Growing awareness among consumers also means parents are searching out products which are more environmentally friendly.

Convenience is also key in the bib category. Paul Brown, founder and creative director of Bibetta, GLORIOUS

Natalie Jackson, vp sales and marketing, UK and Ireland at Béaba, agrees: “Products that use less energy and focus on sustainable materials are increasing in popularity and is a key consideration in purchasing choices. Weaning products that use less plastic, are made from biodegradable materials, or use less energy, are becoming an increasingly popular choice and can provide a key factor in purchasing decisions.”

A move towards silicone is apparent at Hippychick, as Alan Houghton, head of sales, tells PPS: “We are finding that more consumers are buying our silicone Tum Tum & Nattou weaning ranges rather than the bamboo and melamine plates like before, because they are easier to travel with and are easy to store in the freezer and they also have the advantage that they can stick to a highchair or tabletop, so it’s easier for little ones to eat from them.”

Right: Parents are investing in products like this Tum Tum range from Hippychick, which are built to last.

Above: The Béaba Babycook Neo is eco-designed and uses 48% less carbon dioxide and 50% less water and energy consumption than the Solo model.

PreschoolNews.net is published by preschool sector experts, for preschool trade experts.

PreschoolNews.net is the online resource for the preschool product and retail sector. From the publishers of Progressive Preschool magazine and the organisers of the Progressive Preschool Awards, this website and e-newsflash portal provides the very latest news, views, and analysis across the preschool product and retail sector.

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Above left: Bibetta has seen a shift in colour trends for many weaning and feeding accessories to the EU/Scandi subdued palette of dusty pinks, moss greens, washed out steel blue, grey, stone and rust.

Above: The demand in the bib category is increasing for coveralls such as the Wipeezee XL coverall from Bibetta.

“We believe brands can produce more sustainable products such as using recycled materials, using minimum material for maximum effect and focussing on longer lasting solutions which leave an overall low carbon footprint.”

“When buying a product that will be

Celeidh continues: “The different stages of weaning are relatively short-lived, so parents don’t want to spend a lot of money on something that will only be used for three or four months. A product with the potential for use beyond weaning offers much better value for money.”

Left: Little changes, like plant-based alternatives or bamboo plates, are easy ways for parents to make a difference, says Eco Rascals.

Above left: The Tum Tum Silicone range from Hippychick is easy to store in the freezer, easy to travel with and can stick to a highchair or tabletop.

59 going in/near their child’s mouth, parents have to make sure it’s as safe as possible. Food safe materials, nutrient rich foods, natural ingredients – these are all things that parents will be lookingParentsfor.”are also researching weaning more as they prepare for the journey, says Rachel Wood, founder and lead product innovator of Bibado: “Over the last few years, we have seen a big growth in parental weaning resources and products to support their mealtimes adventures, with parents being increasingly engaged and hungry (excuse the pun) for knowledge.

Despite consumers carrying out research into sustainability credentials, there are still grey areas, according to Paul: “It depends on a mixture of preconceptions and facts as to how eco-friendly products actually are and so customers can be confused.

“Our products are there to support families however they decide to feed their little ones, and are packed with developmental features that help them successfully learn the fundamentals for successful feeding.”

Far left and middle: Eco Rascals’ latest range is made from 100% LFGB food safe silicone that’s free from BPA, lead, Phthalates, PVC, Mercury and latex.

Natalie has also seen this impacting the market: “Product price points need to be realistic and demonstrate longevity of use, so the customer feels they are getting value for money. Customer loyalty will also be harder to retain as consumers will be jumping between retailers and brands to seek out alternative product offerings at the best value, service and price.”

As such, expert support is key. Rachel concludes: “Products that have either been expertly recommended, or developed in partnership with experts, with clear developmental benefits as well as products recommended by a fellow parent, are always key considerations.” There’s much to consider when creating or buying a successful weaning range. Turn the page to find the latest innovations in the market. says: “The biggest upsurge in demand has been for coveralls. These longer bibs attach to the highchair table to bridge the gap between the baby and the table and enable a messier and more natural eating style.”

The rapidly rising cost of living is affecting the weaning category as much as any other, with parents searching out value for money products.

Top left: Hippychick says the demand for weaning products is increasing and the company expects it to continue to grow in 22/23.

GREEN WASHING

Alan furthers: “With budgets being tight, parents are spending more time making sure they are investing their money on correct products that are built to Otherlast.”considerations remain constant, such as the safety of products. Alan continues: “Food grade silicone and BPA free is an essential requirement and products need to be dishwasher safe, microwave safe, freezer safe and oven Celeidhsafe.”furthers:

SECTOR FOCUS

The educational category continues to be a solid seller for retailers, with Chris just one of the executives reporting strong demand, increased product listings and engagement from consumers across social media channels.

Learning Resources has been enjoying success with the Numberblocks brand, with demand from trade customers and consumers proving “robust” says Chris. New Numberblocks toys are also due to launch under the global master toy licence.

SECTOR FOCUS

Chris continues: “Early years developmental toys is another highly successful preschool category and sales of our fine motor skills toddler toys continue to grow. Building on the success of the bestselling and awardwinning Spike the Fine Motor Hedgehog, we have launched another seven early years toys in this range.”

EARNING THROUGH LEARNING

Right: Trends UK says its Numberblocks ELA has enjoyed a “great reaction” at retail. Inset: Orchard Toys is seeing a good performance for its new 2022 lines.

The company has also welcomed preschool coding robots the Coding Critters MagiCoders Blazer the Dragon and Skye the Unicorn to its STEM and coding range. For Geomag, its Magicube educational range is growing significantly. “The idea behind Magicube of magnetic blocks that connect on all six sides, has been with us for a couple of years but since our launch of Magicube Shapes, it’s really taken off and is now forming 25% of our business,” says Geomag’s UK country manager, CliveIndeed,Wooster.Clive says that the brand continues to get “bigger and bigger and better and better” as we head towards 2023. “It now allows kids to learn to build with shapes with the addition of the blocks and card set,” he says. “The set provides progressive play activities which will guide children on how to build shapes, and to combine different shapes and colours, developing creativity and space vision“Theskills.Blocks & Cards Set allows for more educational content thanks to the six cards with 1:1 scale matching with the block’s real size. Spring 2023 will see the introduction of the 16-piece set which will include 10 magnetic blocks and six double sided cards providing 12 fun activities.”

PPS chats to a number of companies currently enjoying success within the education and electronic learning aids categories.

“A good educational toy is one that sparks a child’s curiosity, encourages them to explore and engage with the toy, is fun to play with, keeps a child entertained and has an educational purpose,” begins Chris Beardmore, UK sales manager at Learning Resources.

“It is essential that the toy is targeted at the correct developmental stage and is age appropriate – for younger children it needs to be robust enough to deal with their demands and the activity needs to be tailored with the right amount of challenge to make this achievable and not de-motivating,” says Amy Wildman, sales and marketing director at Halilit. “For parents, an educational toy should offer stages to progress through, growing with their child and helping them on their learning journey whilst providing great value for the money paid.” With logistics issues and shortages of IC chips holding back some of its new launches in 2021, this year has also been a busy one for Trends UK. Peppa Pig and PAW Patrol continue to perform well, while Hey Duggee is also off to a good start.

Left:Music and sensory lines dominate Halilit’s top selling lists of preschool toys.

the business has seen continued growth, says founder and md, Ollie Stott. “Both online and offline, there is a clear indication that retailers are recognising that sustainable, gender-neutral, educational toys are growing in popularity and are becoming more featured within stores,” Ollie tells PPS.

Far left:Happy Little Doers began life during the first lockdown in 2020.

Orchard Toys’ Simon also recommends offering consumers a choice of product, across all age ranges, themes and price points. He adds: “Using the seasonal calendar, such as new school starters, and highlighting products for themed occasions such as National Science Week, World Space Week, World Animal Day can also help drive sales year-round.”

Educational toys is also a sector which continues to grow for Halilit, with music and sensory lines in particular dominating the company’s top selling lists. New launches this year include Melody Tubes which children can tap to create different notes, while the Taf Toys collection is also growing at a fast pace, with new arrivals including XL Domino Rally Set and Magic Box.

one of the ‘go-to’ brands for helping parents with home schooling during the pandemic and for keeping children entertained. Its number one bestseller, Shopping List, leads the way while other firm favourites include Farmyard Heads and Tails, Smelly Wellies, Rainbow Unicorns, Match and Spell, Giraffes in Scarves, Dino-SnoreUs, Dinosaur Lotto and the Little Bug Bingo mini game.

When it comes to how retailers can really make the most of educational toys in-store, one of the pieces of advice is to have a dedicated area. Geomag’s Clive comments: “Our most successful support to retailers with Magicube is our Play Area. For around a £300 order we provide 128 Magicube blocks, a full-size block to sit on for adult supervision, a full size storage block and floor mat. It takes up a small area in-store and we supply stock of five skus to put on shelf next to the Play Area. Once in-store we see repeat orders every eight weeks.”

Left: Magicube continues to get “bigger and bigger and better and better”, says Geomag.

The company’s flashcard products are designed to work with one another, with Ollie saying that it receives a really varied combination of products with its orders. “This is one of the reasons why we decided to create our ‘Bundle’ range. 'Starting School Bundle’, ‘Read & Write Bundle’, ’Maths Bundle’ and others, tend to be the most common way that customers purchase our products,” he says. “In terms of individual product sales, we have had more frequent purchases recently for our Phonics & Writing cards. Our Times Tables have always been incredibly popular, as are our dinosaurthemedOrchardproducts.”Toysbecame

On top of this, the company’s new Numberblocks ELA has had a “great reaction” at retail, says marketing director Lindsay Hardy, with Alphablocks Phonics Fun joining it on shelves by the end of “Thesummer.learning play is so integral to these fantastic programmes and translates seamlessly into our toys,” says Lindsay. “We think a good licence provides reassurance for parents that their child will enjoy playing with a learning toy, and the character encourages the child to interact and try again so they keep exploring to find answers.”

Happy Little Doers began life during the first lockdown in 2020 with its aim being to help families come up with fun, Duringschoolsforscreen-freeeducational,activitieswhennurseriesandwereclosed.thelast12months,

SECTOR FOCUS

IN-STORE HEROES

Below: Learning Resources continues to grow its range of STEM and coding toys which includes preschool coding robot, Skye the Unicorn.

“Good educational toys are engaging, based on a simple idea and deliver a fine balance between learning (whether it’s numeracy or literacy) and fun,” comments Simon Newbery, md at Orchard Toys. “‘Learning Made Fun’ sits at the heart of all our products, ensuring they strike the perfect balance between education and fun.”

EDUCATIONAL TOYS

LEARNING RESOURCES

Tel: 0161 www.galttoys.com4289111

With reusable stamps and washable inks in the Numberblocks unique colours, children can create their own Numberblocks adventures based on the popular Stampoline Park episode with the new Numberblocks Stampoline Park Stamp Activity Set from Learning Resources. This 32-piece Numberblocks art and crafts kit includes 20 stamps to create the Numberblocks One to Ten, and twelve ink pads with washable inks. Pieces store inside the convenient and durable cardboard case with carry handle.

Tel: 07577 www.geomagworld.com371545

GALT Galt Toys’ Create and Discover range builds on the success of Explore and Discover by offering young crafters STEAM learning centred on the animals and objects being crafted. Play and Learn toys include favourites like Cotton Reels, which promote hand-eye coordination and colour recognition. Marble Run Reactions is part of its Construction range providing challenging hands-on fun. Horrible Science and Explore and Discover sets encourage independent play with exciting experiments.

HALILIT Specially designed to provide essential baby toys for fun and development, the thoughtfully composed Taf Toys Newborn Kit makes a perfect gift. The kit includes twelve developmental products to meet babies’ needs in those first precious months, such as double-sided flash cards and a baby-safe mirror for visual stimulation, a developmental pillow for tummy time and motor development, rattle ring and crinkling lion cub toy to learn about cause and effect and a lion blankie for emotional development.

GEOMAG

Tel: 01953 www.orchardtoys.com859520

Tel: 01254 www.halilit.co.uk872454

Orchard Toys’ new Christmas Eve Box is a 3-in-1 Christmas themed set. It includes a festive lotto game, a 30-piece jigsaw and 12page activity book. For shoppers it offers great value for money and is ideal as an Advent or Christmas Eve gift. Also new for the festive season is Orchard Toys Snowman Snap, where players match the fun snow people in this Christmas take on the classic game.

Tel: 01553 www.learningresources.co.uk762276

ORCHARD TOYS

NEW PRODUCTS

The revolutionary Magicube line from Geomag sees the addition of three new shapes in its Magicube Shapes linethe half cube, quarter circle and the half sphere. These addons to the range allow for a multitude of new opportunities for junior builders! Now also with magnetic wheelbases so Magicube constructions can now free-wheel as well as free-build!

WHAT’S PRODUCTS

ARK Ingeniously designed and engineered in the UK, the experts at Ark are delighted to offer babies a smooth and cool ride this summer thanks to their innovative pushchair, keeping little ones chilled in comfort and style. Combining environmentally friendly materials and a smart ventilation system, hot weather is no problem for Ark families on the go! Even better, Ark’s naturally breathable fabrics are hypoallergenic, making the award-winning pushchair ultra-caring against baby’s sensitive skin. Available from Cheeky Rascals.

My First Christmas Puppets which are suitable from birth, machine washable and a great first soft toy will be available from November 2022. A great product feature allows an adult hand to fit into the puppet to enjoy early play sessions. They are perfect for children of all ages and make a fantastic stocking filler. The range has eight classic designs including a Penguin, Polar Bear, Reindeer, Gingerbread Man, an Elf, a Snowman and Mr and Mrs Santa.

JOIE

The Calmi R129 is a luxurious lie flat car cot from Joie which will let little ones travel in the height of safety and sophistication. Tested against the tough R129 standards, the Calmi R129 provides increased side impact protection by positioning baby’s head at the safest point in the vehicle. It pairs with the newly launched i-Base Encore as part of the Encore System. Tel: 01889 www.joiebaby.com808900

THE PUPPET COMPANY

Bursting with colour and promising endless play opportunities, the dynamic Lalaboom beads have been designed to grow with baby as they pop, snap, twist, mix, screw, clip, lace, build and stack! The super fun, bright and educational toys will awaken little one’s senses. Truly multipurpose, the unique toys are suitable for both water and sand as well; from bath time, to playtime and days on the beach. Letting children’s imaginations run free, Lalaboom has been thoughtfully developed following the respected Montessori approach of creative education.

Tel: 0208 www.lalaboom.toys8782133

HAPE

Tel: 01730 www.cheekyrascals.co.uk895761

Tel: 0116 www.toynamics.co.uk4785230LALABOOM

Tel: 01462 www.thepuppetcompany.com446040

The new Hape Mega Metropolis Bucket Set, an 80-piece wooden railway set, encourages children to create their own metropolis. It comes with rails and bridges, scenery and accessories; including restaurant, shops, construction site, fire station and airport. This fun educational railway set offers endless play scenarios, ideal for imaginative play.

NEW NEW

Tel: 01295 www.merrygorounduk.co.uk810008

JOIE

Tel: 01554 www.icklebubba.com707022

Tel: 01889 www.joiebaby.com808900

WHAT’S NEW NEW PRODUCTS 69

After popular demand, MuslinZ’s product range has been extended to feature brand new practical wet bags in Sea Life and Elephant print. These are an essential for storing any wet nappies, wipes, swimwear and more, conveniently and effortlessly. Made out of high quality PUL and equipped with a zip fastening, MuslinZ wet bags are leak proof and reliable. They are an essential for every parent looking to store items hassle free on-the-go.

Tel: 01278 www.hippychick.com434440

Following the hugely successful UK launch earlier this year, Lilliputiens, is delighted to add to its collection of charming toys as it welcomes the Rose doll. Featuring red hair, the sweetest of smiles and matching accessories, Rose will inspire hours of creative play and is sure to become a new best friend! Suitable from two years, Rose features a matching pink dress and nappy and she also has a magnetic dummy to add to her accessories.

ICKLE BUBBA New for Summer 2022, Ickle Bubba’s Tenby range boasts a stand-out Scandi style that’s perfect for a modern nursery. With a soft white base that is enriched with rounded corners, this striking two-tone design is bound to make a statement in baby’s first bedroom. Available in Mono or Scandi White, the look can be scaled up, or down as it includes a cot bed, under drawer, changing unit/chest and wardrobe.

Tel: 0208 www.lilliputiens.be8782133HIPPYCHICK

The long-awaited extended rear facing seat from Joie has finally landed. Meet i-Prodigi, the most accessible, extended rear facing seat that will keep children safer for longer, engineered for security and crafted for comfort. Children can now ride in ultimate safety, up to approximately seven years old, thanks to the new i-Prodigi, which comes with the highly regarded Swedish Plus Test certification.

Hippychick has expanded its successful range of Vilac toys. New additions include beautifully crafted wooden tea sets, educational toys, games that get the whole family involved and even traditional kites. The Vilac range continues to be a top seller thanks to its wide pricing brackets, allowing the range to appeal to a large variety of markets.

MUSLINZ

LILLIPUTIENS

our Beetlejuice costumes! Available online now at amscan.co.uk. Need something for the whole family this Halloween? Check out ©Amscan 2022, ©Anagram 2022. All Rights Reserved. Spooky season is round the corner...

Tel: 0208 www.janod.com8782133

BLADE & ROSE Blade & Rose, Britain’s iconic children’s fashion brand has launched an exclusive Autumn/Winter 2022 collection. Featuring premium stretchy knitted leggings with quirky nappy bottoms, detailed tops made from sustainably sourced ‘Better Cotton Initiative’ (BCI) brushed cotton, and matching snuggly socks, this collection will keep little ones toasty warm as the colder seasons draw in.

Tel: 01539 www.bladeandrose.co.uk730880

Tel: 07850 www.thule.com507393

WHAT’S

NEW NEW PRODUCTS 71

The countdown is on for the UK launch of the latest product from Elvie – the Stride. The new breastpump will be available as a single or double and arrives on UK shelves this September following a successful launch in the USA. The Stride is described as a miniature pumping powerhouse, combining a small hospital grade motor, with noise reduction technology. bébélephant are taking orders now for what is set to be the most popular Elvie product so far.

KALOO Inspired by the cuddliest of kittens, the Stimuli collection not only offers an abundance of toys that are engaging and ideal for sensory playtime, but are also guaranteed to look stunning in any nursery. With a Scandi inspired colour palette and feline characters with the sweetest smiles, the unisex collection, that is suitable for newborns, is sure to be a hit with little ones and parents alike. The collection makes for a charming addition to any nursery and is the perfect present for any baby shower, newborn or first birthday.

THULE Thule has launched its newest city stroller for parents on the go - the Thule Shine which is available in four colours. The compact design of the Thule Shine allows parents to smoothly manoeuvre in any space, whether it’s heading for a city day out, or steering through a crowded train platform. Including a padded and reversible reclining seat, ventilated and extendable canopy, and a built-in adjustable leg rest, this is the perfect stroller for secure and pleasant cruising.

BÉBÉLEPHANT

Tel: 0208 www.kaloo.com8782133

JANOD Iconic French toy brand Janod, is delighted to offer a new and extensive range of super summertime toys to bring hours of fun into the garden this season. Ideal for getting children active in the sunshine, Janod’s creative and colourful toys are great for imaginative play, building on children’s agility and motor skills. With everything from classic Skittles, to loveable character stilts, Janod has something for all ages and abilities to discover as the weather warms up.

Tel: 0208 www.bebelephant.com2021467

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

FAVOURITE PART OF YOUR JOB?

The best advice I have been given is to never be arrogant, be humble and stay grounded. It’s so important to treat others, customers and team members how you would want to be treated yourself.

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

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

I’ve worked at Cybex for eight years now - time flies when you are having fun and I have been in the industry for 30 years.

Left: Luke Burns

I would love to see more innovation and less copy and paste for cheaper prices. I feel that this does the market no good in the long-term, particularly in areas like car safety where innovation and quality really matter.

EXECUTIVE PROFILE

“FOCUS ON WHAT YOU CAN INFLUENCE”

Luke Burns, general manager at Cybex UK and Ireland, talks launching new innovative products, leading industry trends and staying grounded.

WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?

WHO IS THE UNSUNG HERO OF THE COMPANY? Our sales teams both in UK and around the world. They take our great products and deliver the success that the products deserve. Cybex innovates at speed, which can be overwhelming, and the sales teams are doing a fantastic job of keeping up. This may sound twee, but also our customers… without them we would be nothing and I sincerely mean that. We see every day that when we energise a retailer with training the sales follow.

Launching the Cloud Z i-Size and breaking the market leading position of a major competitor, which I had tried at other brands to achieve and had been unsuccessful until then. This shows the power of the brand and its innovation, grit and determination to develop innovative products that win with retailers and consumers.

Focus on what you can influence – sometimes in life you can’t change some people’s views, learn to accept this and move on and focus on what really makes the difference.

“

I love launching new innovative products and leading industry trends. Products like the Anoris T i-Size this year makes me so proud to be a part of such an amazing team and brand.

HOW LONG HAVE YOU BEEN AT CYBEX?

Having worked in the industry for over 30 years in both preschool toys and the juvenile world, I have seen many changes. The customer landscape has dramatically changed from the days when the mail order companies ruled the industry. The success of online retailers followed by the demise of some brick and mortar retailers like Mothercare and Toys R Us. One thing that has remained constant has been parents and their children’s needs, it drives the need for brands to develop products to aid children’s development and parenting demands to make their lives easier.

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

The best advice I have been given is to never be arrogant, be humble and stay grounded. ”

The Perfect Puppets & Plush for Christmas Ltd.® Company Puppet e Plush and Puppets for all occasions! Place orders on our website or call us now on the number below. www.thepuppetcompany.com | info@thepuppetcompany.com www.wilberrytoys.com | info@wilberrytoys.com +44 (0)1462 446040 View our latest soft toy catalogue View our latest puppet catalogue My First Christmas PuppetsMachine Washable & Suitable From Available In Various Sizes & Colours. Hide-Away PuppetsThe Perfect Gift! Over 600 puppetssofttoysandforallagesandoccasionsavailableonline!BRAND NEW Due Early Nov

ON THE WAY

OLD NEWANDFRIENDS

“Looking back at the analytics since we started trading, our top hero product is the Little Dutch Baby Rosa Set. It is a cute cuddly little doll Rosa in a dress, it comes with a sleeping/carrying basket, bonnet, dummy, milk bottle and blanket.”

UP ON THEOUTWAY

“Little Dutch, Le Toy Van, Tenderleaf Toys, Mushie, Elvie and Sleepytroll are the first few brands we partnered with. We have recently worked with more brands including Eco Rascals, Scoot and Ride, Banwood, Petites Pommes, Larisa & Pumpkin and Connetix Tiles, as we understand that little tots have different needs at different phases of their development.”

RETAILER REVELATIONS

SHOP LOCAL

• “Our last delivery was seven boxes.”

•

“Lots of parents are into Scandinavian style and natural colour products currently.” “Bright and colourful products are losing popularity, though there is still a small market for them.”

“The Little Dutch range remains our number one best selling brand. Customers tend to buy a few items to match from each collection for their growing babies such as the Ocean collection to the more recent Little Goose, Sailors Bay and Butterflies and Flowers collections. Their wooden toys are also very popular, in particular the coffee machine and toaster.”

BEST SELLERS

TOTS OF CROWN IN NUMBERS

“It’s just me and my son – my little tester. If it’s not good enough for him, it’s not good enough for any other tots.”

• “The average spend is £40 per customer.”

Above: The team prides itself on a high standard of service and quality.

Above: The Larisa and Pumpkin range is new to the retailer and includes ball pits. Above right: One of Tots of Crown’s customers, Mina, with a Le Toy Van pram. 75

Online retailer Tots of Crown has been trading for two years, run by mother of one, Denise, with a little help from her son, Victor. The retailer is keen to provide a wide range of products for both toddlers and mums, while providing the best possible customer service.

• “Our warehouse is about the size of two double bedrooms. We share with other businesses to help with our storage and orders, so we can focus on growing the business.”

Above: The hero product for Tots of Crown is the Little Dutch Baby Rosa Set.

GOING SOCIAL “The majority of businesses these days use social media one way or another as people spend more and more time on it in their day to day life, these are the channels we need to ensure we can keep up to reach more audiences. We try our best to include more real-life content from ourselves using them, from our customers and brand ambassadors to offer reality use of our products.”

MY HERO!

Above: Denise’s son, Victor rigorously tests all the products on the site.

“There has been an increase of small business supporters, but as a small business, we are also trying our best to keep ourselves competitive. We can’t expect people to support us if it is going to cost them more, however it is easier said than done. However we do have some really nice and regular customers who are our loyal supporters, so we are really grateful for them.”

Lilliputiens creations are full of unexpected details and activities, a constant source of wonder, discovering and learning. Juratoys UK Ltd. Tel: 0208 878 2133 E: sales@juratoys.co.uk

Progressive Preschool - August 2022

Articles inside

Retailer in Numbers

Executive Profile

Sector Focus

Sector Focus

Event Focus

Focus on

Event Preview

Parents Insights

The Big Interview

Guest Columnist

Industry Roundtable