Progressive Party November/December 2022

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A year to remember

With the news focussed on the cost-of-living crisis and inflation, it would be easy to end 2022 feeling a little apprehensive about what’s in store for the coming year.

However, when we look back over the year, it’s vital to remember how, despite adversity and challenges along the way, you’ve all managed to host a great party.

We started the year still very much feeling the effects of Covid, with the last minute cancellation of Nuremberg. That didn’t stop any of you, and tours, virtual showcases and many other innovative strategies were put into place to counteract the loss of the show.

Freight prices were still at an all-time high, and the complications of Brexit were still being worked though as everyone got to grips with the new logistics. The industry pushed through all of that, diversifying product ranges, planning ahead for delays and price increases, and working endlessly to ensure that customers had their stock in time and at a price everyone could manage.

World Book Day’s 25th anniversary provided a spike in sales as children were once again able to celebrate in person at school and other settings.

The summer bought the huge Platinum Jubilee party. A weekend of much-needed celebrations and community and large social gatherings that we all so badly missed, bought with it the sell out of bunting, paper plates, costumes and really, anything featuring the Union Jack. In turn giving the party industry a much-needed boost to both sales and morale.

As the world really did begin to return to normal following Covid restrictions, summer also saw the resurgence of festivals, sporting events, hen and stag dos, weddings and many more celebrations which helped boost footfall once again.

HRH Queen Elizabeth II’s tragic passing in September bought a pause to the UK, and indeed the world, as we paid our respects, and reflected on, her stunning 70 year reign.

Halloween this year was strong for most. We’ve chatted to a number of key suppliers in this issue, who all said sales were good and that they overcame challenges to support their retail partners during such a critical period.

While the cost-of-living crisis is creating a worrying time for retailers and suppliers alike, Halloween proved a good barometer, and it seems that consumers are still spending. Belts will undoubtedly be tightened, but spending and celebrating will continue as best it can.

And again, there is lots to look forward to in 2023. Dare I say that trade shows should go ahead next year, providing a solid springboard into the year. And in May, another royal event is sure to get the Union Jack flags flying again.

For now, I’d like to wish you all a prosperous, happy Christmas period and we look forward to catching up with you all in the New Year.

Roberts-Mason - Editor

Rob Willis - Publishing Director

Jo

Pilcher - Advertisement Manager

Above: Progressive Party Europe’s Katie Roberts-Mason.

Katie

EXECUTIVE

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Party suppliers prepare for 2023 show season

With Nuremberg, Spring Fair and Halloween & Party Expo on the horizon after the festivities are finished, party suppliers are readying their stands and launches for the trade shows.

Pioneer Europe will be attending the Nuremberg International Toy Fair from 1-5 February 2023, and Spring Fair in Birmingham from 5-8 February, 2023, to share all the latest from Qualatex and Pioneer Party.

Julie Dommett, head of marketing for Pioneer Europe, said: “We are so looking forward to meeting up with everyone at spring shows. There’ll be new products, demonstrations, a new catalogue launch and most importantly, a great opportunity to catch up in person – so hold the dates in your diary now.”

Gemar will be exhibiting at all three shows, including Nuremberg and Spring Fair, as well as Halloween & Party Expo in Las Vegas from 10-12, 2023.

Gloria Veta, global brand director, Gemar, commented: “We look forward to creating new relationships within the party industry and to present our latest cuttingedge digital resource Gemar Creator

as well as our newest products and trends for the year. Each expo is unique and worthwhile, it’s the place where new ideas are waiting to be discovered and where relationships are forged.”

Of Halloween & Party Expo, Gloria said: “We have secured a great space, booth #1723 is located in front of the buyer’s lounge to foster new relationships within the party industry.”

Smiffys will also be showing its wares at Halloween & Party Expo. Elliott Peckett, director, added: “The show is always successful for us, the perfect backdrop to meet with our US customers face-to-face. We had great feedback from customers last year after two years off and we’re excited to be back again at our extended booth for 2023.

“This year we will also be showcasing new Smiffys ranges including Summer of Love, 90s disco and many more.”

Qualatex sponsors Balloon Arts Convention Italy

The event takes place from 24-28 March, 2023, and will see renowned instructors from all over the world teach an array of classes in English and Italian.

Balloon Arts Convention Italy (BACI) is an international convention dedicated to training and inspiring balloon professionals.

Started by Balloon Express in Florence in 1992, the event wowed attendees from across the globe last year, when it transformed to it new home in Milan.

Delegates can also take the CBA exam and enter a number of competitions including the prestigious large sculpture competition. Attendees are also invited to evening entertainment and a gala dinner.

The message from Qualatex, sponsors of the event is: “Have the most amazing time, and take your balloon business to the next level, when you register for BACI, Europe’s largest balloon convention, taking place in Milan next spring.”

For more information, or to register, head to www.bacitaly.com.

Above: A creation from the 2019 Balloon Arts Convention Italy

Disguise will be returning to the show in Las Vegas. Tara Hefter, president and GM, explained: “This year, the show is about reconnecting with our sales team and holding face-to-face meetings with our US based and international customers both long standing and new.

“With years away from the Halloween & Party Expo and holding our meetings virtually, we want to focus our efforts on showing a sampling from our entire line in the booth and then having a deeper dive with each customer.”

Above: Spring Fair, Nuremberg and Halloween & Party Expo take place in January and February next year.

Rubies anticipates huge demand for Black Adam dress-up

With the recent release of much-anticipated film, Black Adam, Rubies has released an officially licensed costume for fans of every age.

Black Adam stars Dwayne Johnson as the comic book antihero, who is released after 5,000 years of imprisonment to unleash his unique form of justice on the modern world.

Rubies’ new Black Adam dress up is the company’s latest in a long line of collaborations with DC and Warner Bros Consumer Products. Available in a deluxe edition in both adult’s and children’s sizing, the costumes feature a muscle-chest jumpsuit with cape and a highly detailed realistic all-over print, closely mirroring the outfit worn by Johnson throughout the film.

Mike O’Connell, managing director, commented: “Black Adam is one of the biggest films to be released theatrically this year, and there’s an incredible amount of buzz around both the

movie and the character. We expect our Black Adam dress-up to be one of our most in-demand options for 2022/23, and we can’t wait to see fans’ reactions to it. With incredible attention to detail in the design, the quality of the product is unmatched.”

Below: The Black Adam dress up is the latest collaboration between Rubies and DC and Warner Bros Consumer Products.

Everything you want to gift

Create special moments from the show floor to your shop floor. Best-sellers, contemporary designs, unique and personalised gifts –it’s all here waiting to be discovered.

Find out more at springfair.com

Organised by

Progressive Party magazine eyes growth with team expansion

activities and events for the firm’s toy, nursery and kids’ product magazine, Progressive Preschool.

Editorially, Samantha Loveday was earlier this year appointed as group editor for the Max Publishing business, and will assist Katie RobertsMason, editor of Progressive Party and PartyWorldwide. net, in a new round of content and features over the coming year – reflecting the ongoing changes – and challenges – within the party sector.

Rob Willis, long-standing publisher of Progressive Party and joint owner at Max Publishing said: “Progressive Party has been a constant voice of industry for a very long time, in recent years working with more international suppliers and retailers as the world becomes more connected in the way it does business.

“As our readership is now in over 40 countries around the world and whilst I am very much still active in the market, I am very pleased to effectively double our team size to reflect the opportunities ahead.”

Progressive Party, the business magazine for the global party, costume, balloon and partyware sector is expanding its team.

Jo Pilcher, who carries some 20 years trade media experience, has been appointed as advertisement manager, specifically

targeting global suppliers and distributors who wish to further and widen sales channels by way of advertising in the industry’s specialist magazine.

Jo has been within the Max Publishing business for over five years, successfully heading up commercial

The magazine and newsflash service keep the industry connected, as well as working with all trade associations and key event organisers, including BAPIA, European Balloon & Party Council, Halloween & Party Expo, The Halloween Association, NABAS, Spielwarenmesse and Spring Fair.

Q3 sales broadly in line with Party City’s expectations

Jo Pilcher can be reached on jop@max-publishing. co.uk and specialises in offering trade marketing advice with no obligation to purchase. Samantha Loveday can be reached on saml@max-publishing. co.uk, whilst your usual day to day contacts Katie and Rob remain in your address book.

Party Pieces launches in the US

The party supplies company founded by Carole Middleton, has launched its collection at Saker ShopRite stores in New Jersey.

Marking Party Pieces’ first retail partnership outside of the UK, the partnership is part of wider expansion plans in the US.

The brand’s Party Pieces Collection features a variety of themed product ranges for children and adults, including plates, napkins, cups, hats, balloons, treat stands, table runners and decorations.

The deal will see the range launch at 39 Saker ShopRite stores in New Jersey in Monmouth, Ocean, Somerset, Middlesex, and Mercer counties. It comes a year after the e-commerce launch in the UK, which saw the Party Pieces Collection quickly become a bestseller.

The retailer’s third quarter sales were down 1.6% on last year, but up 11.2% on 2019.

Total net sales for Party City in Q3 were $502.2 million, a decrease of 1.6% compared to Q3 2021, primarily driven by the strong sales performance from last year, as well as the continued impact of inflationary pressures on customer demand.

Retail sales for the period decreased 1% year on year, due largely to lower sales of core product in everyday categories and strong 2021 retail results.

The total number of stores increased by seven to 761 as of 30 September, 2022.

Total gross profit margin for the quarter decreased 440 basis points to 31.6% of net sales. This was mainly attributed to higher costs from supply chain, raw materials, sourced merchandise, helium and labour.

Party City reported an adjusted net loss of $157.2 million, or an adjusted net loss per diluted share of $1.39, compared to adjusted net income of $2.9 million, or adjusted net income per diluted share of $0.02 in the third quarter of 2021.

Brad Weston, ceo, commented: “We delivered third quarter results that were broadly in line with our expectations against a macro backdrop that has our core customer facing significant inflationary pressures.

“Despite the transitory cost headwinds that continue to pressure our bottom line, our transformation work is driving improved results versus the pre-pandemic period as we make progress against our product, inventory management, supply chain, and IT systems and infrastructure initiatives.

Brad also said that while Halloween sales were up year-on-year, they were at the lower end of expectations, due to the pressures facing consumers.

Looking forward, Brad said: “We anticipate the current macro backdrop to persist and are taking action to best position the business in this environment and for the longer term.”

Above: 2022 Party City Halloween sales were up, but at the lower end of expectations.

Above: (L-r ) Katie Roberts-Mason, Jo Pilcher, Rob Willis and Samantha Loveday

Amscan International rebrands as Wonder

The Milton Keynes based designer, manufacturer, distributor, wholesaler and retailer of party products currently has a turnover in excess of £300m, which is up 40 per cent on the previous year.

The rebrand is a key element of the group’s continued implementation of its global strategic growth plan.

It follows the announcement in September by the business that it had acquired Sweden-based online retailer Party King to further expand into the Nordics.

Explaining the reasons for the rebrand, Wonder chief executive Joe Hennigan said: “Our old group name didn’t reflect the dynamic, global, multi-channel, multiproduct group of leading brands and businesses we are today. It also caused confusion between our group and the trading name for our wholesale business”.

Wonder, formerly Amscan International, is headed up by ceo Joe Hennigan. He said: “Every continent, country and culture on earth has its own rich, colourful traditions and celebrations. These occasions are central to our sense of identity, health and happiness. Our products and services enhance these celebrations. They provide reasons to come together, help people express themselves on social

media, and create truly unforgettable moments.

“Our talented global team, paired with cutting-edge technology, create unforgettable moments of joy, positivity and magic for millions of people worldwide. We believe Wonder encapsulates this succinctly and brilliantly.

“Our existing product and trading brands, such as Ginger Ray, Party Delights, Party King, Amscan, Everts and many more, will continue to exist and be used as they are today. They will all be part of the Wonder family of companies.”

In addition to its UK operations, Wonder has offices in Germany, Sweden, Australasia, Asia and Africa. The company employs around 2,500 people worldwide and its retail brands include Party Delights, the UK’s largest online party store, Ginger Ray and several other brands across 15 countries.

Commenting on the £500m revenue target, Joe added: “We have grown quickly since the MBO both organically

Rubies expands into plush category

The costume supplier is branching out into new product categories with the release of Kidrobot plush.

The officially licensed plush come in a range of sizes and characters, from brands including Marvel, DC Comics, Warner Bros and Sega.

Known as the Phunny range, handheld collectibles are ideal for fans of any age and include Marvel characters such as Doctor Strange and Spider-Man, DC Comics characters such as Wonder Woman, and classic horror icons like Jason, Beetlejuice and Pennywise.

The larger Hugme plush toys vibrate when held and include characters such as Sonic, SpongeBob, Groot and Minions.

Graham Gardiner, commercial director, commented: “As the industry leader in fancy dress costumes and accessories, we are extremely excited to be branching out into brand new territory. It’s a great step forward for the company and a step in the right direction as the target audiences for these plush, from little children to kidults, are two of the biggest markets in toy and entertainment.

“The excitement around this Kidrobot range has resulted in strong pre-orders and unprecedented demand, making this one of the most successful product launches we have ever had. The popularity will only grow as consumers and trade customers alike come to realise Rubies is not only the home of costumes, but also the home of licensed merchandise.”

Right: The new Kidrobot plush range signifies an expansion of Rubies’ product offering.

and through acquisitions. We intend to continue expanding into new and existing markets, innovating with our products and services and further growing our direct-to-consumer revenues which currently sit at £100m.

“With Endless’s backing we will continue to remain acquisitive whilst investing heavily in our people, processes and technologies to provide the platform for sustainable profitable growth. Our £500m revenue target by 2026 is ambitious but we believe we have the knowledge, expertise and capabilities to continue to build on our momentum and make it happen.”

Visit www.the-wonder-group. com and the Wonder announcement microsite www.welcome-to-wonder.com.

Above: The rebrand is a key element of the group’s continued implementation of its global strategic growth plan.

The Party People acquires new large format store

The Australian retailer has acquired Mega Party Warehouse in Macarthur Square in Sydney’s South West.

The Party People’s latest acquisition is 2,400 sqm, making it the largest footprint for a party store in Australia.

Mega Party Warehouse was opened in 2018 and has proved successful despite the previous owners being new to the industry.

The team at The Party People now plans to bring its expertise to the store to grow sales, particularly strengthening its seasonal events such as Halloween and Christmas.

Dean Salakas, chief party dude at The Party People, commented: “We believe our online leadership in Australia will strengthen the store’s sales. We are excited to add Mega Party Warehouse to our group and assist it becoming not just the biggest party store in Australia, but the best.”

Below: The Party People has acquired Mega Party Warehouse.

Party City names new coo as it lowers earnings outlook

Peter Smith (pictured), formerly evp of global supply chain for children’s retailer, Carter’s, will lead Party City’s efforts to increase efficiencies across its operations.

Brad Weston, president and ceo of Party City, announced Peter’s appointment in a recent Q3 earnings call and said he will oversee initiatives related to “manufacturing, sourcing, inventory optimisation and supply chain efficiency.”

The appointment comes as Party City prepares to launch a cost-cutting plan of $30 million to offset the impacts of lower demand and inflationary pressures. The plan will include cutting the workforce by 19%, as well as reducing costs associated with raw materials, logistics and operations.

Brad commented: “We expect to enter 2023 and this next phase of our evolution as a leaner, more efficient organisation.”

Amscan teams up with balloon ambassadors

A new Amscan ambassador programme has been launched on social media channels.

Teaming up with likeminded industry figures, Amscan is proud to be working alongside various balloon artists to continue to educate and inspire the balloon industry with its leading range of Sempertex, Anagram and Amscan products.

Across a variety of décor and artistic styles, and based throughout the UK and Ireland, Amscan says it is thrilled to support these individuals who are on board with the programme.

Look out for the installations and creations across social media, by searching the #amscanuk and #sempertex.

Below: Amscan is thrilled to support balloon artists with its ambassador programme.

Party City was hit by increasing helium costs this year and faced $20 million in extra expenses related to helium in FY22. Such supply chain costs have caused

the retailer to this week lower its 2022 earnings guidance. The initial 2022 outlook was $275 to 300 million, but has been reduced each quarter, now sitting at $130-150 million.

The retailer said that of its higher inventory costs, $40 million were due to inflation and $67 million were driven by Halloween costs.

Brad commented: “As expected, we saw continued elevated freight costs in the quarter, especially as we brought in Halloween products earlier than last year. In terms of the broader freight market, freight spot prices are moderating and well off their recent highs. However, given how our inventory turns, we would not expect to see the associated benefit until later in 2023.”

Above left: Peter Smith is the new coo of Party City.

Qualatex offers Q Corner Convention content to subscribers

Qualatex recently launched its third Q Corner Convention – a ‘feast of balloon inspiration’, featuring 78 hours of non-stop balloon education from more than 40 instructors from around the world.

Hosted by Keith Sturman, CBA, and Dominic Cassidy, CBA, and aired live, delegates from the UK, US, Mexico, Sweden, Canada, Italy, Taiwan and more joined to watch exclusive classes on themes ranging from Halloween and Christmas to bubbles and gnome parties.

With two live competitions, there were opportunities for all to get involved. Third Kantapat Rochanasmith from Thailand, and Juliette Kaczorowski from the US were the winning entries in the table decoration and twisted figure competitions.

Those who missed the convention can now join up as a Qualatex Rockstar to access all the content, plus much more whenever they like and however many times they like.

Membership costs £4.99 a month and allows users to gain access to the exclusive Q Corner Convention content, plus webinars by leading education and influencers from around the world; members-only live streams; past Qualatex webinars; and Qualatex themed badges and emojis for in-channel use.

To subscribe, head to the Q Corner Balloons channel on YouTube and click join in the top right corner.

BAPIA announces GOSH Decor Day 2022

Monday 19 December will see the return of the annual Great Ormond Street Hospital Children’s Christmas Parties Décor Day.

The event sees a team of BAPIA members led by the association’s designers, decorate the GOSH ballroom in preparation for four Christmas parties over the following two days, which are attended by 1,500 – 2,000 children, with their families and carers.

This year will be the eighth Décor Day organised by BAPIA, and the previous years have seen the team end up in the bar for a welldeserved drink at the end.

Amscan, Grabo and Qualatex are supporting the event, which would not be possible without them.

BAPIA is asking interested parties to register and if the

event is oversubscribed – there is a restriction of 20 attendees – the association will draw names from a hat of all those who register.

The day will start at 10am and should finish by 6pm. The cost to attend is £50, to cover refreshments, lunch and any additional expenses, with any monies left over donated to GOSH Children’s Charity.

John Bowler, BAPIA, commented: “The décor that we create really sets the scene for the Christmas parties and having attended two parties, I have seen the children’s faces light up when they enter the room.”

Left: The event is the eighth décor day organised by BAPIA at Great Ormond Street Hospital.

Above: Q Corner Rockstar subscribers will be able to watch the Q Corner Convention content on demand.

Rubies hires four new execs

The dress up company has welcomed a new head of operations, head of licensing, national account controller and national account manager.

Jose Antonio Cano has joined the supplier as head of operations for the UK and EU, bringing a wealth of experience in distribution to the role.

Jose previously worked at IMC Toys, a former joint venture partner in southern Europe for the business for the past ten years, he held positions including global supply chain and purchase director.

Mike O’Connell, managing director, commented: “We welcome Jose at a perfect time for the company. With our recent phenomenal levels of growth in distribution and supply, we need someone who will be able to look after the everyday operational running of a business of this magnitude whilst also continuing to grow

our network to new heights and Jose is a perfect fit.”

Justin McGiffin joins as head of licensing with a wealth of experience, with previous roles at The Walt Disney Company, Jakks Pacific and most recently as licensing director sales at Rovio Entertainment.

In his new role with Rubies, Justin will oversee EMEA licensing responsibility across all categories, while leading and managing the licensing team.

Justin is a seasoned professional with extensive experience across global markets, and offers expertise in initiating, negotiating and executing consumer product contracts for some of the largest brands and properties in the world. He has also been responsible for delivering successful distribution platforms for sales across multiple regions

and building collaborative sales partnerships to deliver broad distribution at retail.

Mike continued: “Justin is the perfect choice with his back-catalogue of senior roles at some of the most prestigious global brands in the toy and entertainment world, as well as his motivation and brand development skills.”

Robin Dent has joined the company’s expanding accounts team as national account controller. With almost three years’ experience in his previous role as senior account manager at Hornby Hobbies, Robin brings a wealth of experience to the new role.

Claire Barkwith has joined the costume company as the new national account

Amscan appoints new chief operations officer

The new coo has been appointed to support the ongoing growth and development of the company.

Neil Weaver is joining the Milton Keynes-based designer, manufacturer, distributor, wholesaler and retailer of party products from fashion and homewares retailer, Cath Kidston, where he held the position of sourcing, supply chain and IT director.

In his new role, Neil will support the development of Amscan’s global operations and be responsible for the end-toend supply chain at board level after a phased transition.

Neil commented: “Amscan International’s vertically integrated structure and supply chain strength is one of its key differentiating factors, which is testament to the capability of the company’s team and infrastructure.

“I look forward to further developing our supply chain operations to not only best serve our customers, but also help position Amscan International as the celebrations products market leader.”

Prior to Cath Kidston, Neil

manager – fashion and apparel.

Joining with a wealth of experience, Claire has worked in the apparel and textile industry for over 16 years. During this time, she has worked with the majority of high street retailers and supermarkets.

Below: (clockwise, l-r) Rubies Jose Cano, Justin McGriffin, Robin Dent and Claire Barkwith.

Above: Neil Weaver is the new coo at Amscan.

worked for personal healthcare and consumer goods manufacturer, PZ Cussons and Pentland Brands, owner of Speedo, Berghause, Ellesse, Endura, Canterbury, and Mitre.

Joe Hennigan, Amscan chief executive, continued: “Neil is a strong business leader who brings with him expertise across multiple sectors, consumer product categories and brands in many territories.

“He has a strong track record of delivering commercial value to businesses and achieving strong returns on investment. We are very pleased to welcome Neil into the business. He will be a huge asset across the entire Amscan International group to support our ongoing growth ambitions.”

Sparkles launches into the partyware market

The new brand made its debut this year with two Halloween ranges.

Sparkles will supply partyware for all occasions from children’s birthday parties, to anniversary celebrations, and Halloween to Christmas.

The brand’s journey began in 2021 when a group of industry professionals came together with the shared belief that parties should be fun, fashionable and affordable for everyone.

Passionate about parties, the team curated a collection of modern party supplies at reasonable prices. The brand prides itself on excellent customer service, both as a wholesaler and online retailer.

Having launched with two Halloween ranges – the Witching Hour for adults, and The Creepy Cuties for children – Sparkles is now offering a full Christmas catalogue.

Carmen Nesnas, creative director, commented: “When Sparkles was born, we wanted to deliver not only a personal service for our trade customers, but a collection of products with unique designs and DIY activities for families and friends to do together. After Covid-19, everyone has been glued to their phones, we want to bring everyone together to have fun.”

Left: Sparkles is now offering a full Christmas catalogue.

sales

director

Honesty is the best policy

HOW LONG HAVE YOU BEEN AT PALMER AGENCIES?

It all started on the 31st May 2005. It’s been an eventful few years where I’ve met most of the lovely people that make up this trade. Before being in the party industry, I was in the wine business. I’d like to think I have been able to apply most of what I learned in the wine business to the party trade. Particularly how to open a bottle and share it with friends.

WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?

I would not be able to highlight one single action/result that is a solely a personal achievement. Taking personal credit for a collective job would be unfair to my colleagues. The staff are all responsible for where we are and what we stand for. I could however name quite a few of my biggest failures, but… that would be better left for another day (including some questionable buying).

FAVOURITE PART OF YOUR JOB?

So many.

Customers come first. Without them we could not be here. Our customers are the nicest, most friendly ever. I love hearing their anecdotes, ideas and yes, sometimes their complaints. If our customers didn’t complain, we would not be able to improve.

Colleagues. I am grateful they have the patience to put up with me and the (same) jokes I tell. All staff at Palmer Agencies have been a part of the company for some time. Once you land at Palmer’s you find a warm welcome, and a solid base where you can develop your role. Without their support, I would not be here.

Travelling. Yes, I do like to see customers and know about the

nooks and crannies in their shop or warehouse. I like the anticipation that comes with trade shows. Nuremberg is my favourite. We get to see so many customers from so many parts of the world. And it gives me a welcome opportunity to catch up with industry colleagues, both competitors and friends.

WHO IS THE UNSUNG HERO OF THE COMPANY?

Deborah, in customer services. She’s capable of dealing with a great workload with a smile. I have never heard anything but praise from our customers and staff. Her commonsense approach is fantastic and I value her input and help.

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

The biggest change is to come: Green Revolution. The future is green and we all need to keep working to bring carbon emissions down. As a company

we try and use as little plastic as possible or reuse where feasible. We no longer do products that contain microplastics like glitter spray or any glitter at all. It is a small step but, when we all take a small step in the same direction, it can become a giant leap.

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

A few have stuck in my mind: Stanley Geller, founder of FunWorld, the American company we represent, always insisted in ‘fun, honesty and loyalty’ as his guiding principles. I learned a lot from Stanley, whom I miss dearly, but these three words resonate louder than anything else.

Sebastián, my dad, taught me that whatever I wanted in life I should always be 100% behind it and be honest with myself and the people involved. That’s probably why sometimes, I may come across as ‘no filter’.

I guess you could combine both into the old saying: “Honesty is the best policy”

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

Life is for living. To the max. With no regrets.

And have fun in whatever you do. The past few years have not been as fun as we wanted but, they have taught everyone the value of having a good time and how much we miss it when it is not a possibility.

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

I would like another Halloween or two a year. The industry comes alive, and it is bustling at Halloween. Everyone is at their best and it is very good for business. But no more than one or two more a year.

Sergio Battaner,

and marketing

at Palmer Agencies, chats about colleagues, customers, travelling and wine.

Left: Sergio Battaner

Inset: Ghost Face is one of the best sellers in Palmer Agencies’ product offering.

Halloween 2022: Decent, but not amazing

According to the NCA survey, 30% of shops reported that costume sales this year were much better than 2021, and 19% said they were somewhat better. Not everybody was up: 22% of respondents said sales were flat and the remaining 29% said sales were worse or much worse.

I spoke with Larry Docktor, owner of Broadway Costume & Theatrical Supply in Sacramento, California, and he estimated that sales were up 15% from last year.

“Halloween was really good for us,” he told me. “Everything has been growing and moving and staying steady on track.”

REASONS

Halloween fell on a Monday this year, and that’s traditionally a decent – but not ideal – day for it, since celebrants can hold parties the entire preceding weekend. What other factors helped sales?

For another member of the NCA, Anne Dorsey, owner of McCabe’s Costumes in Greenville, North Carolina, some successful promotions helped. She placed an ad on the TV and internet channel, Freeform, for the entire month of October, and the local Chamber of Commerce stopped by her store and created a video which promoted

it as a great place for costumes.

“The Chamber video got us more business than anything else,” she said. “They put it on TikTok, Facebook and Instagram. It cost us just $25.”

Docktor said some of his store’s success was due to people being fed up with Amazon. “Either the day before a costume was supposed to arrive they’d get an email saying, ‘Sorry, out of stock,’ or they said, ‘I ordered a 3X thinking it would fit my large body but it barely fit my granddaughter,’” he told me. “And some of them were like, ‘It came and I put my foot in it and it ripped.’”

Susan Stringer, owner of Beauty and

the Beast Costumes in Chattanooga, Tennessee, told me that the ‘shop local’ mood helped her business at Halloween. Her store has been open 33 years but new first-time customers keep discovering it.

“We had a lot of people that said they wanted to shop local, that they were tired of throwing their money at corporate stuff,” she said. “A lot of them said, ‘Wow, I never knew this place existed until a friend told me or someone standing in line at Spirit Halloween told me.’”

HALLOWEEN FOR ALL PROGRAMME

Another question in our survey probed NCA members’ use of the Halloween for All programme, which encouraged members to better serve customers with disabilities. 65% of NCA members who responded to the survey read the Halloween for All booklet, and even more important, 54% said, “Yes, I took some action to better serve customers with disabilities based on the ideas in the booklet or webinar.”

Dorsey at McCabe’s Costumes served her customers who have sensory disorders by holding a ‘Sensory Sunday’. She dimmed the store’s lights and turned off the music.

“It’s a day they know they can shop comfortably,” she said. “Sundays are typically slow, and our neighboring stores are closed on Sunday, so there are less people around. They can also say in advance what they want and we can pre-pull options for them in that size.”

Overall, Halloween 2022 sales data revealed that many customers still appreciate the hands-on service and special selection available only in genuine bricksand-mortar costume shops.

Stringer Said: “It’s kind of sweet to hear customers say, ‘You’re a great resource to the community. There’s nobody else like you.’”

Below: US retailers said consumers are now embracing ‘shop local’.

Everybody knows how important Halloween is to the costume business, and it looks like this year was decent for most retailers.

A survey of the members of the National Costumers Association about Halloween and subsequent conversations with several members revealed that the season was not fantastic for most, but overall, cash registers were ringing.

Above: Ed Avis is the executive director of the National Costumers Association. Contact him at executivedirector@costumers.org.

FEEDBACK FEEDBACK

After such a strong Halloween in 2021, there was a tentative optimism ahead of the event this year. Everyone hoped consumers would celebrate on the weekend before the Monday date, and that the cost-of-living crisis wouldn’t dampen spirits too much. Progressive Party spoke to an indie and some key suppliers to find out how it went.

HALLOWEEN 2022: A BIG SUCCESS

JANE GILLETT

owner of Sweet Celebrations, independent balloon and party shop. Banbury

“We’re in our 27th year so have seen many Halloweens. Overall this year’s been good and we’re happy with sales. we were slightly down on last year’s figures but that was to be expected as last year was so good after the pandemic and falling on a Sunday.

“This year the parties were all in the week leading up, so our busiest days being 24th-31st. I always have a slight panic the week before, have I too much stock? Not enough stock? But I needn’t have worried they came from near and far on the last four days. Last year I purchased a full epos system and now have a database of my local customers, customers from further afield found me through Google.

“My main suppliers are Smiffys, Wicked Costumes, Bristol Novelty and Rubies, which all offered excellent service and deliveries in the weeks leading up to Halloween, and most back orders arriving on time.

“As the years have passed, we have noticed consumer shopping has changed, customers buy costumes online and then come to us for all the accessories, we’ve adapted to this, however we still try to keep a varied range of costumes especially for all the last minute buyers.

“Adult male costumes are our biggest seller, so we ordered more this year which all sold out, including carry me costumes, stand out suits, and the traditional reapers, vampires and voodoo witch doctors. We stock Chucky, Freddy, Ghostbusters and Pennywise, but our most popular licensed costume/mask was Ghost Face, I’ve been selling it for 20 years and it always sells out. Squid Game costumes and masks were another new one for us, which also sold out.

“Wednesday Adams was the most popular for girls and ladies, probably followed by cheerleader and day of the dead. For young adults the standout accessories were police, angels, devils and army.

“I kept well stocked of coloured lenses, Snazaroo face paint and special effects which always sell well. I could have sold Stranger Things and Michael Myers if I had it. I’ll look out for those next year.”

TONY LEWIS Disguise sales director

“Disguise brands continue to grow rapidly through every channel across all events and occasions – every single franchise has dramatically increased through our Amazon partner over the last 12 months. Over the past year business has increased by nearly 60% through the Amazon platform alone including existing brands such as Power Rangers over the same period.

“At Disguise, we forecast a growth over every season in the coming 12 months as our product and brand portfolio increases and retailers and consumers continue to look for innovative designs.

“We’ve also seen a growing trend for a greater degree of brand characters being bought for Halloween which resonate within the season: Cruella, Maleficent and licensed characters in traditionally generic outfits. Stranger Things is now becoming popular as well. There were noticeably more accessories displayed with less costume SKUs - this includes kits as opposed to full outfits. We saw retail prices having a growing upward trend but also a complete mix up and down, discounters up, multiples down.”

Above: Chucky is one of the key licensed Halloween costumes for Sweet Celebrations.

Below: Stranger Things is now becoming a popular choice for Disguise’ customers.

ELLIOTT PECKETT director, Smiffys

“Here at Smiffys, we had high hopes for Halloween 2022 given the success of 2021 and this year still managed to surpass all our expectations. We had a phenomenal start with the highest amount of pre-orders ever, and this demand continued as we approached the season itself as customers scrambled to replenish their walls and shelves. In addition to our trade customers, our five new shops were incredibly busy in the lead up to Halloween and the weekend itself, with queues outside all stores as consumers prepared for the festivities.

“As well as Halloween being a resounding success for us in terms of sales, it was also a resounding success in terms of logistics, with our warehouse investments paying dividends by ensuring that all orders received by cut-off were dispatched on time.

“In terms of trends, lots of our classic styles remained popular including skeletons, Graveyard Bride, clowns and Day of the Dead costumes. We also saw an increase in accessories sales, with customers choosing to create their own looks. Ghostbusters and Chucky have been the most popular Halloween licences for us in past and they remained strong this year.

“Overall, the season was the best on record for us at Smiffys. We’re looking forward to another record-breaking season next year and are receiving forward orders already.”

SILVER head of sales

UK, Rubies

“Halloween was a great success despite being on a Monday as friends and families got together to celebrate Halloween without any restrictions, which led to a bounceback effect on sales.

money was spent on decorations than ever before, supporting the continuing trend of celebrating the event at home rather than at organised events.

“Ghost and pumpkin costumes were very strong this year and we also see the continuing trend of younger children (0-8) wanting to dress up in fun licensed characters such as Spider-Man, Harry Potter and Miraculous Ladybug, whilst the 8-14 year-olds wanted to dress up in something more generic and scary such as zombies and vampires. For the 14 year-olds and older it was to be as scary as possible. The most popular adult themes were around key movies such as IT, Friday the 13th, The Nun, etc, with Pennywise and Jason topping the charts.”

Right: Popular adult costumes were around key movies like Friday the 13th.

JONATHAN GRASSI executive managing director, Grabo Balloons

“The scariest party once again proved to be a real success this year. With an increase in sales over last year, Halloween once again proved to be a holiday that loves the world of balloons and decorations.

“We are very proud of the success of our new balloons, especially the Lovable Witch and the Sparkling Bat, which have run wild and become the sweet stars of horror parties as well. Their versatility has made them a must have for parties of all ages.

“Although pumpkins in the classic orange colour have been very popular this year, the new pastel colours have prevailed, thanks in part to their many uses with the possibility of reusing them for other occasions.

“We noticed how Halloween brought consumers even closer to the use of stand-up balloons: not surprisingly, our best-selling balloons were the Special Delivery Mummy and The Standups - Pumpkin. This also indicates how we are moving toward a more conscious use of helium by encouraging air inflation where possible.

“We are happy and proud of how Halloween went and the success of our new products.”

SERGIO BATTANER sales and marketing director, Palmer Agencies

“This Halloween, I have to give a special mention to all of our customers who were incredibly patient, understanding and supportive. We had barely any cancelled orders despite some delays with deliveries. We did everything we could to ensure stock arrived in time for Halloween.

“The staff in our warehouse have done a tremendous job to make sure all customers got their products in time. These guys have done absolutely everything they can, sending stock out as soon as we received it.

“Flavour of the month this year was Ghost Face for us – everyone wanted it, even ladies and kids. Michael Myers was also hugely successful – anything with his face on it was selling like crazy. Even if you had a pen with Michael Myers on it, you would have sold it.”

PETE

Inset: The Zombies range from Smiffys.

Inset: Grabo’s unique and scary Halloween balloons.

Right: The iconic Ghost Face Mask from Palmer Agencies.

All you need is love

Above:

Having all been reminded over recent years of the importance of spending time with loved ones, Valentine’s Day brings consumers the chance to celebrate their ‘other halves’. While many consumer belts may be somewhat tightened, suppliers are offering a wide range of gifts, balloons and more to ensure the day can be celebrated no matter the budget.

Sarah O Hara, category manager foil balloons, Amscan, comments: “Love is love, and what more does everyone love that a balloon? Still more popular than ever, foil balloons are a favourite way to declare you love to that special person, especially on Valentine’s Day. Whether the message is sweet and simple or big and bold, we have a balloon for all romantic declarations

Above: The Hootyballoo offering features a Floor Scatter 100 Pack to fill the room with red, red and rose gold balloons.

Left: Grabo’s foils are ideal for getting the whole family involved in the celebrations.

this Valentine’s Day. Celebrating your love for partners, besties or even little ones, has become a firm tradition and there’s a balloon for everyone.”

Jonathan Grassi, executive managing director of Grabo balloons, agrees: “Valentine’s Day is the most romantic day of the year, filled

With financial forecasts fairly gloomy for the New Year, Valentine’s Day provides a good sales opportunity to break up the winter months. PPE chatted to some key suppliers to find out what they have planned for the season of romance.

The Hootyballoo range features balloons, decorations, tableware, cake toppers, gift boxes and more.

with flowers, chocolates and –why not – beautiful balloons.

“Giving a balloon bouquet, an inflatable teddy bear instead of the classic stuffed animals, or simply a heart-shaped balloon, will make this love-filled day unique and innovative.”

Gloria Veta, global brand and sales director at Gemar, adds: “Valentine’s Day brings a range of emotions from the cheeky fun of a new relationship, to the passion of newlyweds or the deep commitment of couples who have loved each other for decades. We are here to turn every love story into a special moment with Gemar balloons.”

In terms of what’s new in trends

and beyond.

for Valentine’s Day, Julie Dommett, head of marketing at Pioneer Europe predicts: “Traditional palettes of reds and pinks will always feature on the Valentine’s best sellers list, but this year will also see purple hues making an appearance alongside on-trend pink and red combinations.”

Sarah outlines her trend predictions: “Valentine’s Day this

Valentine’s inspiration

As well as a host of stylish new products for Valentine’s Day 2023, there are lots of inspirational examples of how to use them in the Qualatex Valentine’s 2023 collection catalogue.

The catalogue also features links to an array of content, from bouquet images, décor ideas and online education, to featured artist designs and downloadable marketing assets.

Right: Pioneer Europe’s new Qualatex Valentine’s 2023 catalogue

year will see a return of traditional red with a pop of gold to attract our attention. Pinks and reds continue to tantalise our playful side alongside the return of pastels for a more modern vibe.

“Air-filled surprises are a top favourite love token for this season; mini balloons for the mini person in your life or a statement

Airloonz surprise for an unsuspecting loved one, will be a winning choice this season. With the continuing presence of balloon displays for all types of celebrations, the addition of impressive shapes into displays and gifting ideas will separate the best from the rest.”

Rubies offers some fun alternatives to

Gemar Creator

If you’re looking for ways to create a beautiful balloon display for Valentine’s Day, Gemar Creator is all you need to unleash your imagination.

Gloria tells us: “Gemar Creator is an innovative digital balloon design tool, a web app that is simple, intuitive and user friendly that will enable you to create realistic balloon compositions with cutting edge digital resources.

“This is not just a balloon design tool, this is a marketing tool, it will be the only tool that you will need from now on. Create wonderful renderings for your customers and easily download the material of your project.

“Create your own design using the canvas and design tool, or choose from the gallery of templates to create bespoke compositions.”

balloons, as the perfect gift for singles or a different alternative for partners. Pete Silver, head of sales expands: “The biggest trends in Valentine’s Day 2023 will be gifts and novelty items as consumers look for fun and unusual ways to express their love for their other halves, friends and family.

“Our Grow a Girlfriend and Grow a Boyfriend novelty items are the perfect choice for the big day and are consistently annual top-sellers.”

Pete expects a strong Valentine’s Day in 2023: “Overall, we expect this upcoming Valentine’s Day to be bigger and better than ever, as people continue to spend money on loved ones, and as the tradition simultaneously continues to grow in the market to be one of the most dominant gift-giving holidays of the year.”

To find out what’s in store for the lovebirds of 2023, simply turn the page.

Inset: Gemar Creator is a new app which allows you to design beautiful balloon displays for Valentine’s Day

PRODUCTS

Supplied in a four metre string, the Trailing Hearts from Hootyballoo can be cut to any size and hung in doorways, windows, or even used for balloon strings.

The Valentine Surprise in a Box Set from Hootyballoo features a lidded box with two printed rose gold chrome balloons, a pin and foiled card instructing the recipient to ‘pop the balloon’, along with eight printed surprise cards, two satin ribbons and confetti pouches.

The much anticipated 24” Red and Pink Confetti Hearts Deco Bubble from Pioneer, is elegant and versatile. Deco Bubbles have been in huge demand over the last few years and work well as air filled gifts

Qualatex

The Reflex Hearts from Sempertex are available in a wide range of colours and are made from natural latex. The hearts combine perfectly with the Silk Lustre standard hearts for the perfect bouquet.

Create

Pioneer’s new 22” Love Connected Hearts Bubble Balloon is perfect for declaring love on Valentine’s Day or any other day of the year.

on any lucky recipient on Valentine’s Day.

18” Valentine’s Microfoil balloon range – from dots and hearts to geometric patterns.

an air-filled garland, perfect for the occasion, incorporating a range of heart felt messages. With a wide selection to choose from in Amscan’s foil range, across standards, supershapes and more, there are plenty of combinations.

Hootyballoo’s Valentine Balloon & Streamer Backdrop has everything needed for consumers to set their own romantic scene, with pink and red streamers, red, pink and rose gold balloons and even the fixings.

PRODUCTS

Looking for inspiration this Gal/Valentine’s season? Check out Sempertex’s colour combination ideas. Mix tones, finishes and sizes for a modern luxe feel with hero colours of the season. The full range is available to see online in the Decorator Hub.

Celebrate big this Valentine’s with Amscan’s larger than life air filled balloons. Perfect for at home inflation, these designs stand from 1.25m tall. Choose from multiple designs including flowers, L-O-V-E, and the giant teddy bear. The balloons can be deflated after the event and used again.

Sweet treats can be finished off perfectly with the Be Mine? red metallic cake topper from Hootyballoo

Sweet treats are ideal for Valentine’s celebrations, so the Qualatex Candy Hearts range featuring Valentine’s Candy Hearts Bubble Balloon, coordinating Candy Hearts Gumball Machine Microfoil shape and matching 18” Valentine’s Conversation Hearts Microfoil are perfect for sharing fun Valentine’s sentiments.

Surprise your loved one with Boland’s new Glittery Heart Sunglasses.

Grabo balloons offers everything from a super dimensional love bear, at 80 x 107cm, to mini teddy bears at 23 x 31cm, balloons with romantic phrases, and hearts.

Fill Hootyballoo’s Heart Pinata with sweet treats for your valentine.

Hootyballoo’s metallic Red Heart Plates are perfect for Valentine’s Day treats, and come in a pack of eight.

A MSCAN CELEBRATE S

From its headquarters in Milton Keynes, UK, Amscan has seen some huge changes over the past 18 months, since its management buyout in partnership with private equity fund, Endless. But adjusting to change is one of the key factors that Lisa Norris, commercial director, UK and Eire, attributes to Amscan’s longevity.

Lisa explains: “Over the 75 years, there have been many different factors contributing to our success. One thing Amscan does very well is adapt to change; we are constantly evolving which enables us to lead the way in the industry.”

Since the MBO, Amscan has hugely expanded its business. Lisa continues: “The buyout was quickly followed by two significant bolt-on acquisitions, comprising Germanybased foil balloon printing technology business Luftballon-Markt in August and Ginger Ray in October. We’ve continued that theme this year with the successful acquisition of Party King, and we look forward to seeing this evolve and the next steps in our strategic plan.”

Separating from Party City has also enabled Amscan to become more independent, allowing the company to branch out and work on its own products, its sustainable credentials and more. Lisa says: “It is certainly an exciting new world for us. We’ve also celebrated by bringing everyone together, all the family of companies under one roof.

“And of course, being a party company, we had to have a party, bringing all colleagues together to celebrate this fantastic milestone.”

And as the 75th year draws to a close, the company announced a huge rebrand from Amscan to Amscan.

The rebrand is a key element of the group’s continued implementation of its global strategic growth plan. Chief executive, Joe Hennigan, explains: “Our old group name didn’t reflect the dynamic, global, multi-channel, multi-product group of leading brands and businesses we are today. It also caused confusion between our group and the trading name for our wholesale business.

Accompanying the news of its new name, was the announcement that the company is set to hit a revenue target of £500 million by 2026. Joe continued: “We have grown quickly since the MBO both organically and through acquisitions.

“We intend to continue expanding into new and existing markets, innovating with our products and services and further growing our direct-to-consumer revenues, which currently sit at £100 million. Our £500 million revenue target by 2026 is ambitious but we believe we have the knowledge, expertise and capabilities to continue to build on our momentum and make it happen.”

Key to the continued success of the company is its wide reach, Lisa says: “By being a one stop solution, we offer all four pillars of the celebration category: party

A powerhouse in the party industry, Amscan was founded in 1947 and now operates across four continents, with turnover of £300 million. PPE sat down with Lisa Norris, commercial director, UK and Eire, to find out how the company has gone from strength to strength, and what’s next on the horizon.

Left: Amscan will return to Spring Fair in 2023 on stand 3H31. Below: Amscan offers all four pillars of the celebration category: Party, foil and latex balloons, and dress up.

foil and latex balloons, and dress up, which has also contributed to our success as market leaders. In addition, we have worldwide coverage across all continents and are vertically integrated, meaning we can share our fantastic product around the world.

“Another contributing factor is that we’re able to fulfil traditional store fronts, as well as digital stores, meaning we’re quite dynamic. Our teams are always developing solutions for both online and retail stores, meaning we can support our customers best possible, enhancing opportunity for them.

“And of course, the people. The team at Amscan, our colleagues, are always finding new ways of working, both within the business and with each other, and our people are a fantastic asset.”

Along with the acquisitions over recent months, the team at Amscan has achieved organic growth across

a number of occasions. Lisa expands: “We have had exceptional seasons across Book Week and Halloween, and of course fantastic results from the Queen’s Platinum Jubilee celebration, across all four categories, which continue to grow for SS23.”

The company has also continued to invest in its people, processes and systems, of which it plans to share some exciting news on significant investments in the New Year.

During its 75 years in business, Amscan has seen some huge changes in the party industry, but none more so than the retail environment. Lisa comments: “One of the biggest changes has been the landscape of retail from bricks and mortar to digital platforms, especially in the last few years where the use of digital technology has really surged. From shopping online, to being mobile friendly for those purchasing on the go, technology has played a key part in many elements of our development.”

The evolution of digital has also changed people’s access to creative ideas. Lisa explains: “Trends, innovation and product ideas are more prominent, having that key knock-on effect to what consumers are looking for and ultimately investing in. Previously, trends have taken time to evolve, but with these new enhancements, we are required to react to markets much faster and be more innovative than ever to continue leading the industry.”

The next five years

“We have an exceptional team at Amscan and we are all excited for what the future holds as we further expand the business,”

Lisa enthuses. “We have a clear strategic growth plan and hope to make additional investments to accelerate the plan. There’s plenty to come but we must keep it under wraps for now.”

She teases: “There’s lots in the pipeline, which we’d love to share with you immediately, but unfortunately, we can’t do so right now, so you’ll just have to keep watching

And finally, the need for sustainably sourced products has increased: “Between materials and ethics, which of course is vital, these factors are key drivers for our social responsibility, and we continue to be at the forefront of this development and look forward to continuing our sustainable journey across all platforms.”

Over the coming months, there is plenty coming up to enhance Amscan’s sustainable product offering, including new ensemble designs for party, as well as further innovation and development across the foil balloon portfolio. Lisa continues: “There are lots of new exciting licences joining the portfolio in January 2023, especially in our dress up category, including Pip & Posy, Harry Potter and Roald Dahl. We are also getting ready for the next royal occasion – be sure to check out our new coronation range.”

for Amscan.”

Catalogues from the recent years of Amscan.

Left: The company has had strong sales for Halloween, Book Week and the Jubilee this year.

It’s all in the detail

In the current economic climate, accessories and masks are a great way of offering a lower priced alternative for consumers who want to create a certain look, but perhaps don’t have the budget for a complete new costume. Many suppliers have seen sales in the category increasing over recent times.

Elliott Peckett, director of Smiffys, tells us: “At Smiffys we have added to our accessory range significantly for 2023. We noticed the demand for accessories and masks increase in the past couple of years, and have responded with new ranges for Halloween, pride, sports events, festival, carnival and more.

“As an add on for a costume, accessories have always been successful, however we believe the demand has increased more due to the increase in the cost-of-living. As customers tighten their spend, accessories give the costumer an opportunity to create a costume or add to their wardrobes for less.

“New accessory ranges also allow opportunities to reach a new customer base including smaller stores, gift shops and festival fashion retailers.”

Sergio Battaner, sales and marketing director, Palmer Agencies, adds: “Masks are the growing category of 2022! Whilst décor has been the rising star of the show until now, character masks, licensed masks are the must have accessory for any party in 2023.”

Accessories are often also a more flexible option for the consumer. Mark Brett, sole UK agent, explains: “The demand for accessories has been a developing trend for the last three years and we see no let up with this trend. Not only do they give the

consumer flexibility in how and when they can use the accessories, it also enables them to get into character without having the added cost of a costume. Naturally this can impact the sales of costumes, yet this has been happening for some time.

“With a costume ‘once a pilot, always a pilot’, with an accessory set, a pilot can be an air force officer and airline pilot, a ship’s captain, a security officer. The consumer can also have a lot of fun mixing and matching.”

The category is a great way to boost sales and can provide retailers with a point of difference, as Pete Silver, head of sales at Rubies comments: “Masks and accessories are essential for upselling and boosting incremental sales; they can encourage consumers to build an entire

dress-up ensemble from head to toe. Masks and accessories also target two completely different groups of consumers; those who want a quick win and one or two items to get into fancy dress easily, and cosplayers, who dedicate themselves to the entire look.

“On top of this, masks and accessories can differentiate retail offerings by showcasing a whole look and providing inspiration for every aspect of dress up.

“The two trends we are seeing at the moment in the mask and accessory category are scary masks, like our generic light-up Anarchy range, and pop culture extras like Thor’s Mjolnir hammer or Harry Potter wands.”

Disguise’s range of oversized Funko masks are designed to be both wearable and displayable with limited runs of each style to drive collectability. Disguise says that retailer feedback on the range has been really positive with customers excited to offer something different and to reach a different audience – the collector.

Tara Hefter, president and gm of Disguise, says: “Disguise is thrilled to be partnering with Funko on a truly break-frame product like our wearable Pop Masks. The iconic Funko’s Pop style translates to a really fun wearable product for cosplay and dress up occasions. We know Funko fans and Halloween lovers will jump at the opportunity to wear, collect and display our new Pop masks.”

With a wide range of masks and accessories available, there is something for every retailer to boost sales. Turn the page to see what’s new in the category.

For costume retailers, masks and accessories provide incremental sales throughout the year, adding the finishing touch to their costume ranges, or enabling consumers to build their own DIY dress up options. PPE sat down with some of the main suppliers in the category to find out what’s new.

Above and right: The Funko masks are both wearable and displayable.

Below : Smiffys has seen an increase in demand for accessories over recent years.

MASK PRODUCTS

Save Gotham and be on the hunt for the Joker in this Batman Classic Funko Half Mask. This mask features Batman’s signature all black look with a half tone printed window for visibility. An adjustable elastic strap, and foam at the forehead and chin make it easy to wear. An attached hang tag inside the mask makes displaying it next to a Funko collection a breeze.

For fans of Zag’s Miraculous Ladybug and Cat Noir there are two new accessory sets coming into stock from Rubies. The Miraculous Ladybug Bag Accessory features a handheld bag printed in the iconic red and black polka dot pattern, tikki toy and Miraculous mask, while the Yoyo Accessory Set includes a light-up yoyo and colour change wristlet.

The must have product of 2022 from Palmer Agencies, will be back with a new feel in 2023 and this is one of the many items that will make you Scream for joy when looking at the sell through rates. The Ghost Face Slayer Kit includes licensed character mask, silver plated knife and gloves. There are many more Ghost Face styles coming in for next year’s range.

A character from the Dead by Daylight gaming series, the Icebound Phantom - DEAD BY DAYLIGHT is new to the Palmer Agencies offering.

Smiffys has created a new colourful collection of accessories including bejewelled cowboy hats

Smiffys’ new sequin top hats are available in a range of colours and designs

The Disney Jack Skellington Funko mask is one of a range of characters available from Disguise.

The new accessories range from Smiffys includes rainbow bunny masks.

The Green Santa Overhead Mask from Palmer is a Ghoulish product that is synonymous with quality, attention to detail and innovation. And it will be the perfect addition to those ‘pesky’ Christmas Office Parties.

Smiffys has built on its debut range of heat stylable fashion wigs in collaboration with hair dye brand Manic Panic, with new colour ways and styles for 2023.

Boland has launched many new accessory sets such as the Flapper Set, Robber Set and a great one for the kids – the Gold Fairy Unicorn Set.

On Parade

Many cities around the world come alive in the few days before Lent, this year in February, coming together to parade the streets for the last time. It’s a time to celebrate and party with music, dancing, and an explosion of colour.

One of the most famous carnivals in the world is the Mardi Gras in New Orleans, which lasts around two weeks, with a parade every day. Carnival is also celebrated in Italy, Brazil, Belgium, Malta, the Canaries, Germany, Spain, Trinidad and Tobago and more. A key date in the party industry’s calendar, there are a range of extravagant products ready for the celebrations this year.

Mike McGillion, vp EMEA sales at Disguise, comments: “We are expecting Carnival ’23 to be bigger than ever in Europe, being the first celebration since Covid. Our customers have been gearing up for this Carnival with listings across the full Disguise range.

“Disguise have seen an increase in the demand for licensed product across

Right and far right: Licensed costumes are proving successful for Disguise ahead of Carnival.

Disney, Super Mario, Power Rangers and Sonic demonstrating a trend for kids and families dressing up as their favourite characters from movies, TV and gaming.”

Expectations for a big celebration are echoed by Mark Brett, sole UK agent for Boland: “Carnival is such a huge event in Europe and as Covid managed to derail Carnival over the last couple of years, 2023 should be huge. Historically proven sellers have been products such as masks, especially animal masks as are animal costumes, wigs, boas, and novelty hats.

“Shell suits have been recent favourites. Every year brings a new trend. Half the fun is guessing what the next trend is.”

Carnival is a key

time for families to come together and celebrate, as Pete Silver, head of sales for Rubies explains: “Carnival is growing to unprecedented levels across the whole of Europe, making now the prime time to stock up ready for the big

“With children looking forward to dressing up as their favourite characters and celebrating with friends and family and adults gearing up to throwing parties across the continent, the bounce back effect of two years of not being able to celebrate due to restrictions means it will be back, better than ever.”

To find out what’s hot for carnival 2023, head to the new product role call over the page.

Expected to be bigger, brighter and better than ever, Carnival returns for the first time post-covid in February next year, and party companies are gearing up to make sure they are ready for the party.

CARNIVAL PRODUCTS

To get little ones into the dress-up spirit for Carnival, Rubies CoComelon costumes are the first officially licensed dress up under the CoComelon brand and will be available in early 2023. Featuring a dress and romper, both with hook and eye attached plush TVs that play CoComelon songs when pressed.

Inspired by the dress from Rapunzel, this Disguise Disney Princess Rapunzel Classic Costume has all the magical details you’d expect from a Disney Princess. The bodice has a Rapunzel character at the neckline, as well as sequin edging, puffy satin sleeves and crisscrossed ribbons to finish the look

The Rainbow Orb Balloons from Hootyballoo are perfect for decorating the house to celebrate carnival, or even taking out to the festivities with you.

Complete your Minecraft costume for Carnival with the diamond sword in hand from Disguise and transform yourself into a hero from the world of Minecraft. Among the swords, the diamond sword is one of the strongest and most valuable objects that the huge and varied world of blocks has to offer. With this item, the numerous enemies and malicious creatures can be defeated.

You can look just like everyone’s favourite plumber with this Mario hat and moustache set for kids from Disguise It includes Mario’s iconic red hat with M emblem and a black moustache that looks just like Mario’s. Product includes jumpsuit, hat and faux moustache.

Continue the Carnival party at home with these Rainbow Paper Plates from Hootyballoo. Sold in packs of 10.

New Disco Babe and Dude shell suits from Boland are right on time for Carnival 2023.

sparkly Police Cap and the Rock Police Cap from Boland