SECTOR FOCUS
GET DRESSED FOR SUCCESS Dress up is an important part of role-play and in turn, development, for preschoolers. While events throughout the year provide key selling periods, costumes for the under-fives do well all year round. PPS finds out what’s hot right now, and what suppliers are looking forward to for the coming months.
“T
Above left: Baby Shark is new to Amscan’s licensed offering and is proving a popular addition. Above middle: Amscan’s existing licences, including PAW Patrol, continue to be popular in the preschool category. Above right: Smiffys’ licensed costume offering is growing, with a focus on the preschool audience. Left: Animals, both licensed and non-licensed are key for Smiffys
he preschool dress up market is unique in that it isn’t necessarily event-led,” begins Elliott Peckett, director of Smiffys. “Preschool costumes are worn yearround by little ones for playtime, helping to develop imagination skills and bring their favourite characters to life.” Providing a valuable selling opportunity for the market all year round, dress up is an important category for preschool retailers. One important event is World Book Day, which returned to settings this year after lockdown celebrations in 2021. “World Book Day was a major success,” explains Samuel Taylor, category manager, dress up at Amscan. “We saw lots of traction on social media with people really enjoying the celebration.
Dr Seuss, Cat in the Hat, The Very Hungry Caterpillar, Elmer, were all great successes for Amscan. We are excited to add further key licences to our ranges for 2023.” Georges Ghougassian, group director licence and brand at Rubies, added: “As an official corporate partner
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