Event Focus: The return of the Toymaster May Show

Inset: Rainbow Designs is celebrating Peter Rabbit’s 120th anniversary with a new wooden toy collection.

CLASSMASTER

It’s been a long pandemic induced wait, but the Toymaster May Show is finally heading back to Harrogate, and the excitement among the preschool toy sector is palpable. PPS catches up with just some of the suppliers which will be looking to court the independent retailers heading to The Majestic Hotel between 17-19 May.

The last time that the toy trade headed to Harrogate for the Toymaster May Show it was 2019 and the world was a significantly different place.

Fast forward to 2022, and the buying group is ready to once again throw open the doors of The Majestic Hotel and welcome independent retailers and suppliers to network, take orders, get a read on current trends and catch up with their peers.

For an event as much-loved as the May Show is, its enforced absence has been felt keenly and people are understandably delighted to get back to business, underlined by the fact that all space was sold by mid January.

“[The show is] a fantastic way for us to connect with our friends in the independent trade, get their feedback on ranges, catch up on what’s been going on and do some great business together in a lovely setting,” David Mordecai, ceo of One for Fun tells PPS. The company will get its first opportunity to show the new Dream Beams collection to the independent trade as a whole. David believes that the range of ‘squishy loveable’ collectable characters which glow softly in the dark will appeal to young children. It will also be showcasing its BB Junior range, as well as the Drive and Rock range. For Michelle Fox, senior national account manager at Golden Bear, the independent customers she meets at the show “have a wealth of knowledge as they have constant contact with the purchasers and of course end-users of our infant and preschool toys; their feedback helps us ensure we are bringing the right products to market”. Bing, Hey Duggee, In the Night Garden, The Baby Club, Mr Tumble, Twirly Woos, Waffle the Wonder Dog and Love Monster will all be taking centre stage for the company at the show. Amy Wildman, sales and marketing director at Halilit, agrees that Toymaster members are experts at knowing their audience and provide valuable feedback. “The members are always very supportive of the show and, therefore, this is well attended and provides us with a great opportunity to speak with a large number of customers both current and prospective over the three days,” she says.

“THE SHOW HAS BEEN VERY MUCH MISSED”

Asking suppliers what they have missed most about the show during its pandemic induced absence elicits a flurry of passionate responses.

“It is invaluable to meet the Toymaster and independent buyers, to get their view of current trading and of course their reaction to our new ranges,” says Golden Bear’s Michelle. “Not being able to meet customers face to face – this is incredibly important to Golden Bear growing our business within the independent sector.”

Halilit’s Amy agrees that the show is excellent for networking: “There is always a real sense of positivity at the Toymaster show with it being far enough into the year to get a good read on trends and customer behaviour, plus Harrogate is such a lovely, welcoming place for a show.”

Rainbow Designs’ Zara, meanwhile, praises the event’s atmosphere: “Not only does the show provide a core gateway to working closely with our independent retailers, it is an event full of character and atmosphere, all elements that make for a great show for both the retailer and exhibitors.”

Popular ranges including Halilit music, Edushape sensory, Taf Toys and Dodo puzzles will all be showcased. Amy adds: “The feedback we receive from our independent retailers is truly representative of our end users and key to our development and progression.”

The Puppet Company is actively encouraging new retailers to join the Toymaster group and take advantage of its special offers. It will have £100 of free product at retail value for new accounts, a dinosaur bundle especially for this summer and will also be promoting its animal Superhero range.

Sales director, Sam Lockey comments: “Toymaster show is important as it supports independent toy stores across the UK. It is a great opportunity to meet customers and show them a small selection of our range which has to be seen in person to see the value and quality. We also like to support Toymaster as it plays an important role in communicating to toy stores.”

Learning Resources will be showing its innovative Numberblocks toys, as well as its popular Coding Critters range of interactive robot pets and Playfoam creative play compound. “Preschool is an important category for our company,” says Chris Beardmore, UK sales manager. “Building relationships with independent toy retailers allows Learning Resources to help preschool children learn through play in even more ways with our fun, innovative toys that help children love to learn. During the break our sales team missed seeing so many Toymaster customers face-to-face in one place.”

For Zara Grindrod, sales and marketing director at Rainbow Designs, the event offers a valuable opportunity to put its second half lines in front of retailers. Among the products on display, the company will have two new play-sets joining its Adventures of Paddington toy range and will also be launching new wooden toys for Peter Rabbit, plus The Very Hungry Caterpillar and Elmer.

“Toymaster is an important show in our event calendar and has certainly been missed over the last couple of years,” Zara says. “Our independent retailers are a vital and valuable part of our business, and the Toymaster Show provides us with an occasion to focus solely on these important customers.

“All of the joyful toys we produce are very much created specifically for the nursery and preschool sectors. Preschool toys is a thriving, but highly competitive category but independent retailers provide a specialist, personal service and have the ability to showcase product at its best, in fantastic, creative displays. As their customers are often looking for a point of difference from the high street, they are often open to looking at different brands and taking risks on properties that are not so well known.”

Below: Dodo puzzles will be among the products which Halilit is keen to receive feedback on from the independent retail trade. Below right: Golden Bear will be hoping that Biteysaurus Bing strikes the right note with visitors.

Right: Learning Resources will be showcasing its innovative Numberblocks toys. Below right: One for Fun’s Drive and Rock range combines vehicles with musical instruments. Below: The My First Puppet range will be among the Toymaster lineup for The Puppet Company.

POSH PAWS

Gabby’s Dollhouse is the latest preschool sensation that is topping the Netflix Kids & Family viewing charts, and this autumn Posh Paws will launch its beautiful new soft toys. Perfect for Christmas gifting, children can bring Gabby and her host of feline friends to life with the range of five 10” soft toys and an assortment of five 7” brightly coloured characters in a CDU. This exciting new range will be available from September.

Tel: 01268 567317 www.poshpawsinternational.co.uk

DKB

Continuing its strong relationship with Melissa & Doug, the Toymaster show will see DKB bring some of the top 60 lines to feature at the event. Visitors can also experience its famous Crazy Forts range which continues to outperform all expectations, and which will feature prominently on the stand with a view to expanding distribution in 2022.

Tel: 0207 4327101 www.dkbtoys.com

HALILIT

The new Savannah Rhythm Band from Halilit is ideal for both musical exploration and also role play. The chunky, tactile elephant, lion, giraffe and rhino are ideal for little hands to grasp and make fun shaking noises, making this the perfect gift set for children from age nine months.

Tel: 01254 872454 www.halilit.co.uk BRAINSTORM

Brainstorm introduces My Very Own Cloud, a 3-in-1 nightlight with colourchanging light and sounds including rain, distant thunder and lightning effects. The ever popular Torch & Projector range continues to grow. Perfect for little hands to hold, each projector beams 24 themed images onto walls as well as doubling as a handy torch. Preschoolers will love the Paw Patrol and Blue’s Clues & You! Torch & Projectors.

Tel: 01200 445113 www.brainstormltd.co.uk

CASDON TOYS

The third-generation family-run business, Casdon Toys will be attending the Toymaster show, highlighting exciting new products as well as a brand-new licence – Joseph Joseph. Casdon will be launching six products in the range designed and officially licensed to look just like the real thing: the Joseph Joseph Chop2Pot, Elevate, Nest, Bake, Go Eat and the Extend which takes water play to a new level.

Tel: 01253 766411 www.casdon.com

THE PUPPET COMPANY

The Puppet Company has extended its Knitted Dinosaur range with the Brontosaurus and Green T-Rex which come in three sizes, a new Triceratops in two sizes and it has extended the grey T-Rex with two more sizes. The knitted Dinosaurs were head turners at Spring Fair, Top Drawer and the Glasgow Trade Fair.

Tel: 01462 446040 www.thepuppetcompany.com

ORCHARD TOYS

Shape Aliens is a fun, cosmic 3D board game. Players take turns to match their shape cards to aliens before launching them onboard the 3D spaceship ready for blast off. Shape Aliens helps to develop colour matching skills, encourages shape recognition and promotes observational skills.

Tel: 01953 859539 www.orchardtoys.com

PLUM

When children bounce on the 4.5ft Junior Ocean Trampoline and Enclosure with Sounds it activates four ocean themed sounds. The battery powered sound box is hidden away from jumpers. The mat and colour printed safety pad are made from durable weatherproof materials.

Tel: 0344 8805302 www.plumplay.co.uk MV SPORTS

MV Sports will be showcasing a range of wheeled toys to support the hot new preschool property Bluey, including its Switch-it TriScooter. The range includes four different character plaques for added play-value, a fully printed anti-slip footplate for stability and 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 the child grows in confidence.

Tel: 0121 7488000 www.mvsports.co.uk

GOLDEN BEAR TOYS

Award-winning Golden Bear Toys takes to the 2022 Toymaster Show with some of its most exciting licensed and IP ranges including the brand-new IP, Curlimals. These cute woodland creatures form a range of entry-level interactive plush which respond to touch with over 50 sounds and reactions. Initially launching with three colourful characters – Higgle the purple hedgehog, Bibi, the pink bunny and blue Badger, Blue- each has its own unique sounds to reflect their personality.

Tel: 01952 608308 www.goldenbeartoys.co.uk

GEOMAG

What started out as the Original Magicube system has now become a world of magnetic building blocks with Magicube Shapes Line. The construction possibilities are boundless, and children’s imaginations will fly higher and higher. Characters, animals, structures – they will be surprised how many things they can invent. But there is more: its desire to create a new magnetic world has gone as far as building vehicles with real wheels that magnetically attach to the blocks.

Tel: 07577 371545 www.geomagworld.com

WILTON BRADLEY

Children can leave a trail of bubbles with the Xootz bubble scooter in pink or blue. Their faces will light up as they ride along on their three-wheeled scooter and bubbles magically appear. Parents simply add bubble solution to the front mounted bubble machine and watch as hundreds of bubbles blow away in the wind behind.

Tel: 01626 835400 www.wiltonbradley.com

HUFFY

The Pro Thunder range from Huffy is begging for fun adventures with family and friends. Vibrant colours and cool graphics, the Pro Thunder has what children need for miles of memories. The durable steel frame comes with fast rolling air tyres on coloured rims. A fun ride with a striking look, the All Pro Thunder bikes arrive 85% assembled, meaning that parents can build this bicycle ready to ride in just a short time. Available in wheel sizes 12”, 16” and 20”. Stabilisers are also included on the smaller models.

Tel: 01525 664041 www.unitedwheels.eu SMART TOYS & GAMES

The Toymaster show will see a new magnetising robot in town, with SmartMax Roboflex. Children from three years and upwards can get creative and make their own flexible, crazy robots. The unique magnetic parts bend and extend for hours of play and they work seamlessly with the core SmartMax range, to add an extra dimension to the wider playset. Both sets include an inspirational poster, but the options are endless as little ones can create robots that fly, jump, grab, wobble, or drive. Helping to develop fine motor skills and imagination, this is one robot everyone will want to meet.

Tel: 01903 885669 www.smarttoysandgames.co.uk

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One For Fun will be showcasing several product ranges at Toymaster including the brand new BB Junior Range. This brilliantly designed range brings artistic style and great engineering together to create a unique concept in the nursery space. The key lines for this year are the Junior Drive & Rock collection, combining chunky robust colourful vehicles with a removable musical component.

Tel: 0141 6132525 www.oneforfun.com