MAX PUBLISHING
025 is an exciting year for the party industry as 30 October falls on a Friday. An entire weekend of Halloween celebrations awaits and excitement is already growing among suppliers, retailers and consumers alike.
Early research from the National Retail Federation has shown that Halloween spending in the US is expected to reach a record $13.1 billion this year, up from $11.6 billion last year and even exceeding the previous record of $12.2 billion in 2023. A whopping 73% of consumers are planning to celebrate and buy products across the board, from costumes to décor and even pet outfits. An encouraging outlook for the big day.
In fact, Halloween fever has begun to creep in earlier in recent years with the rise of ‘summerween’, helping get consumers in the mood for the festivities and for Halloween shopping, as well as influencing trends, as early as July.
Suppliers are positive ahead of the big day, despite early predictions of disruptions due to macro-economic factors. The order books are strong, the Friday date is buoying the Halloween mood and there is a plethora of new products on offer to whet consumer appetites.
As well as the spooky classic themes which return year after year, there are some new influences in trends this year, not least K Pop Demon Hunters, which is predicted to be huge, as well as a new release for
the Wicked franchise and a new colourful approach from many, alongside a range of other new films, series and brands offering inspiration for costumes, décor and more.
Halloween of course kicks off the allimportant fourth quarter and in this issue, we also caught up with some key suppliers to find out their expectations for the period.
Elsewhere in the magazine, the National Costumers Association’s Ed Avis shares recent case studies of how retailers in the US are working in partnership with others to boost sales, while NABAS takes a look at the benefits of being an independent business.
Once Halloween is wrapped up and Christmas is on the go, the industry will be looking ahead to Spielwarenmesse, which is this year celebrating its 75th anniversary, with special events planned and a strong exhibitor floor plan already taking shape. We look forward to hearing all about your plans for the show.
Do keep in touch with your news, views and opinions – we love to hear from you. Katierm@max-publishing. co.uk | robw@max-publishing.co.uk.
EDITOR
THE HOME OF EXHIBITIONS
THE HOME OF MARKET LEADING TRADE AWARDS
08-15
News: The latest happenings in the world of party.
19
Letter from America: Ed Avis explores how partnerships can boost retail sales.
21
NABAS: A look at the benefits of being an independent business.
23-25
Q4 Feedback: Suppliers look ahead to the final months of 2025 trading.
27-34
Halloween 2025: The expectations, the trends, the product launches.
35
Executive profile: Disguise president and gm, Tara Cortner takes the hotseat.
Copyright © 2025. Whilst every effort has been made to ensure the information in this magazine was correct at the time of publication, the publishers cannot accept legal liability for any errors or ommissions, 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.
Party King appoints new ceo
After 16 years as ceo, Party King’s founder, Joel Svensson is handing over the role to Johan Lingvall, who will assume the position on 1 October, 2025.
At the same time, changes are being made in the company’s ownership structure, where two key individuals will become new shareholders.
“It has been a fantastic journey and I am incredibly proud of what we have built together. But after 16 years in the same position, I feel that it is time to hand over to someone with new energy and fresh perspectives. Personally, I now want to focus more on my family, while continuing to contribute to the company’s development in the role of chairman of the board,” said Joel Svensson, who remains the majority owner.
Johan Lingvall began his career as warehouse manager at Party King and during the past year, has served as chief operating officer. Together with Johanna Lingvall, the company’s chief financial officer, they each acquire a minority stake in the company. At the same time, Karl Söderström, acting head of purchasing, expands his existing ownership further.
“We see this as an important step to strengthen alignment around the company’s goals and future direction.
By giving these key individuals a direct ownership interest, we create the conditions for even greater commitment, long-term profitability, and sustainable growth,” continued Joel.
Jeff Jansson, who became a shareholder in the company at an early stage, remains as deputy ceo and continues in both his operational role and as co-owner, ensuring a smooth transition to the new CEO and safeguarding key competence within the company.
This change marks a new chapter for Party King, where the company’s continued journey is now complemented by strengthened leadership with broad experience and long-term commitment.
Disguise scoops Licensing Award
The Pokémon Dress-Up Collection from Disguise won Best Licensed Dress-Up or Partyware Range at The Licensing Awards.
The winners of this year’s Licensing Awards have been crowned in a glittering ceremony, with over 1,200 industry executives filling The Great Room at the Grosvenor House Hotel for an evening of celebration.
The event opened with Jakki Brown, md
at Max Publishing (which owns and organises The Licensing Awards), welcoming the assembled guests, saying: “While not disputing that it has been a very tricky and challenging year for you all, tonight really is a celebration of the resilience, engagement and innovation of our licensing industry.”
The awards were more than ably hosted by author,
Anagram Europe unveils Everyday Launch 2 catalogue
The new European catalogue, which launched mid-September, features around 50 brand new products, with on-trend designs for weddings, babies, birthdays, congratulations, retirement and more.
New themes featured include Bow Bliss, Neon Tropical, Cute Dragons and pastel Pegasus.
The full catalogue can be found on anagrameurope.com.
podcaster and media entrepreneur, Cally Beaton, with the evening coming to an emotional close with Caroline Mickler being honoured with this year’s Honorary Achievement.
The awards were once again backed by Brand Licensing Europe as headline sponsor and also supported by industry trade body, Licensing International.
Meghan Bird from Disguise said that the company’s win solidified how far the company has come, from new kids on the block to a key strategic partner.
“We look forward to creating more innovative and joyful products with our leading entertainment, gaming and anime licence partners,” she commented. “Long may the fun (and growth) continue.”
TOP STORY
Above: Johan Lingyall, the new ceo of Party King.
Above: The new catalogue from Anagram features around 50 new lines.
Above: Disguise won Best Licensed Dress-Up or Partyware Range at The Licensing Awards 2025.
Smiffys and Rubies launch joint ‘Halloweekend’ campaign
Rubies and Smiffys are launching a joint ‘Halloweekend’ campaign, set to make this year’s Halloween festivities bigger and better than ever.
Designed to celebrate the thrill of a Friday Halloween, the campaign embraces the spirit of extended celebrations, with consumers expected to enjoy parties across the weekend, alongside family activities.
This makes 2025’s Halloweekend one of the busiest and most eagerly anticipated Halloween weekends in recent years.
The Halloweekend campaign highlights and supports the range of Halloween costumes offered by Smiffys and Rubies, providing customers with a selection for all ages and styles.
Smiffys’ new range for Halloween 2025 is packed with trending costumes and versatile accessories for all the family. Tap into the western trend with the new Skeleton Cowboy family costumes, try an alternative look with Pastel Pink Witches and embellished masks, or go for classic gore with new Massacre Man and American Killer styles.
from Smiffys including Pop Eye and Zorro.
Smiffys has launched new additions to its Warner Brothers collection
this Halloween including iconic The Matrix and The Gremlins costumes. Other new additions to this range include updated styles from IT, Beetlejuice, The Exorcist and Friday the 13th, designed to make dressing up simple. The printed character tops, boilersuits and dresses are easy costume options, at accessible price points. This Halloween also sees the launch of new licensed collections
Blues Dress Up launches new trade site
Blues Dress Up has unveiled a new trade website, designed exclusively for its retail partners.
The new site is invitation-only and already welcoming a growing number of customers on board. Right now, the focus is firmly on Halloween – but that’s not all. Retailers can also explore the company’s newest 2025 licensed launches, including Peppa Pig, Bullseye and The Traitors.
And there’s plenty more to come. In quarter four Blues will be rolling out an expanded licensed portfolio featuring The Gruffalo and other Magic Light titles, Wallace and Gromit, Mr Men, Beano, That’s Not My…, Sesame Street and Care Bears. The platform makes it easier for customers to browse, order and stay ahead, while giving retailers exclusive early access to fresh new ranges.
Rubies’ new 2025 Halloween collection features licensed collections including new arrivals from hits like Paw Patrol, Squid Game, Stranger Things, One Piece and Chucky, joining favourites such as Marvel, DC Comics, Harry Potter, Star Wars and many more. In addition to licensed franchises, Rubies introduces a new in-house designed collection including designs that bring fresh creativity and spooky fun to this year’s celebrations. Highlights include The Pop Art Mummy, Zombie Cheerleader, Zombie American Football Player, Zombie Rottenaldo and the Zombie Rotter Federer, playful and creative costumes that mix pop culture with Halloween horror.
“With Halloween falling on a Friday this year, the Halloweekend campaign is a fantastic way to encourage everyone to truly make the most of this thrilling occasion — whether that’s heading out to party with friends or enjoying spooky family fun. We’re excited to partner with Smiffys to offer an extensive and diverse
collection of costumes, ensuring there’s something to inspire and delight every customer this season,” said Fran Hales, head of portfolio and marketing at Rubies.
“This exciting campaign sets the scene of a weekend of celebration with family and friends. Halloweekend will encourage customers to make the most of a full weekend of Halloween festivities in costume, from day time activities to a big night out. Between Smiffys and Rubies, we offer one of the largest selections of costumes in the world, catering to all ages and styles. Customers can choose from timeless classics to trend driven styles, as well as an epic range of officially licensed costumes,” added Dominique Peckett, director at Smiffys.
The campaign will be supported by a marketing initiative designed to energise and engage consumers throughout the Halloween weekend. Central to the campaign are eye-catching graphics and creatives that capture the excitement of Friday night Halloween. Together, Rubies and Smiffys are committed to making Halloweekend the most memorable and engaging Halloween experience to date, driving awareness and excitement for their costume collections.
Above: Rubies and Smiffys’ Halloweekend campaign celebrates this year’s Friday Halloween.
Right: The new website promises to make it easier to browse, order and stay ahead of new launches from Blues Dress Up.
Chaks to unveil PAW Patrol range
Chaks will launch a new PAW Patrol party products range in spring 2026.
The collection includes around 30 themed products, from plates and cups, to balloons and decorations and costumes featuring Chase, Marshall, Skye, Rubble, Rocky, Everest and Liberty.
Designed to capture the spirit of the hit series, this officially licensed collection is perfect for birthdays and kids' celebrations.
Chaks’ new range of officially licensed Paw Patrol costumes are ideal for carnival season, a birthday party, or playtime at home. The three kids’ costumes - true to the animated series - let little ones step right into the world of their favourite characters.
For even more fun and comfort, the collection also includes three children’s onesies, for imaginative play or cosy pyjama evenings. And because adventure is better shared,
Chaks also offers two adult onesies, so the whole family can join in the Paw Patrol fun.
The Chase costume features top, trousers and headband in three children’s sizes; The Marshall costume also comprises top, trousers and headband in three children’s sizes; while the Skye costume includes a top, skirt, headband and wings in three children’s sizes.
In the onesies range, there is a Chase design available in three children’s sizes and two adult sizes; a Marshall option in three children’s sizes; and a Skye onesie in three children’s sizes and two adult sizes.
Exhibitor bookings open for CAP Expo 2026
CAP Expo, the UK’s only dedicated trade show for the celebration and party industry, returns to Telford International Centre on 22 - 23 March 2026.
Exhibitor space is open for booking – with demand already running high. Businesses are encouraged to secure their stand early to connect with this highly targeted and engaged audience. For exhibitor enquiries, contact Jacob Megram at jacob@bapiaonline.com.
Several leading names are already confirmed, including Unique Party, BAPIA, Ecobion, ABC Party, Gemar, BOC, Parties and Signs, Sensations International, Bubblegum Balloons Direct, Balloons4U, Tuftex, NABAS, Hootyballoo and UK Helium Supplies, with many more still to be announced.
Exhibitors praised the impact CAP Expo has had on their businesses. “CAP Expo was a really solid event – great energy and it actually felt relevant to party retailers, which isn’t always the case with trade shows. The mix of customers was strong, and there was a good buzz throughout. Compared to other shows, it felt more focused and worthwhile – definitely something we were glad to be part of,” said Unique Party.
Balloons4U echoed that sentiment:
“We’ve been absolutely blown away by the response to our business since CAP Expo. Our growth has doubled and we truly believe CAP Expo has been a huge part of that success. Whether you’re just starting out or already established, this is THE event every balloon stylist needs to attend if you want to grow. We can’t wait to be back next year.”
Attracting visitors from independent retailers through to national accounts, the 2025 edition brought together over 50 exhibitors and generated more than 8,800 business leads in just two days.
The 2026 show is set to be bigger, better and more diverse. Based on feedback, the event is expanding to include new categories such as dress-up and costume, soft play and children’s installations, dried and silk flowers, and extended gifting and greetings.
“CAP Expo is more than a trade show – it’s a vibrant hub of innovation, collaboration and community,” said Jacob Megram, events and projects manager at BAPIA. “In 2026, we’re introducing more hands-on experiences, wider product ranges, and even greater opportunities to connect.”
“The energy at CAP Expo is truly unmatched. It’s where meaningful business happens,” said John Bowler,
Boland launches new catalogue
Boland’s latest ‘new items 2025/2026’ catalogue features 294 new SKUs across its product offering.
The 128-page catalogue offers new products including premium wigs, birthday wearables, a disco collection, wild West style party hats, hen party accessories, a boho range, summer party SKUs, neon lines, options for bad taste parties, a circus themed collection, kids party products, 20s-style offering and much much more.
To browse the catalogue, head to boland.eu/en/catalogs.
ceo of BAPIA. “Whether you’re an independent business or part of a larger retail group, if you’re serious about growth in the celebration industry, this is the place to be.”
Stay in the loop by following CAP Expo on Instagram (@celebration.partyexpo) and TikTok (@capexpo) for exclusive previews, speaker announcements, and behind-the-scenes content.
For full details, updates, and early preregistration, visit capexpo.co.uk.
Above: Leading names from the industry are already signed up for CAP Expo 2026.
Below: Chaks’ new Paw Patrol range includes onesies for adults and children.
Above: The new Boland catalogue features 294 new lines with stunning photography.
BAPIA announces instructors for UK Face & Body Art Convention 2026
This year’s line-up features international stars like Helene Rantzau, Thomas Bartley, Mai Park, and Simona Strete-Rad, alongside top UK talents Linda Baker, Nyomie McCook, Debz Mills, and Sarah Smith.
From 8 - 12 October 2026, Coventry will once again become the heart of the face and body art world, as artists, instructors and retailers from around the globe come together for five days.
The fun begins on Thursday 8 October with a thrilling Body Painting Competition and a round of exclusive masterclasses led by international instructors. That evening, VIP ticket holders can
enjoy the spectacular Body Painting Catwalk Show, followed by the official opening of the retailers’ room and competitions.
From Friday 9 October, the convention gets into full swing. Classes run 09:3017:00, covering every style and skill level. And when the sun sets, it’s time to celebrate. Friday night brings the PINK Party in support of Breast Cancer Now - expect competitions, prizes for best dressed
An Evening with Up, Up and Away proves a huge success
Up, Up and away owner, Gary Watts, was ‘blown away’ by the response to the inaugural event.
An Evening with Up, Up and Away, the first event organised by the eponymous balloon wholesaler, attracted a sell-out audience of balloon decorators.
The event, which bought together suppliers and leading balloon artists to share their updates on trends, tools and techniques, while also answering questions, attracted a queue which extended outside the building.
Up, Up and Away owner, Gary Watts, commented: “Well what an event, I really can’t believe it went so well for our first event, we could have sold it twice over. We have already been asked for the next one by suppliers and customers.
“We haven’t seen this many balloon decorators gathered under one roof in years — it truly felt like a throwback to the good old days when the balloon industry was just beginning its journey.”
The evening was a complete sell-out, buzzing with creativity, passion and connection. Gary would like to extend a heartfelt thank you to all the suppliers for their incredible support and to the teachers who generously gave their time - for free - to share their skills, inspire others and uplift both newcomers and veterans of our amazing balloon community.
Gary concluded: “This event reminded us all why we fell in love with the balloon world in the first place. Here’s to many more moments like this one.”
and plenty of jamming. Saturday is another packed day of learning, ending with the Masquerade Gala. Bring your masks, dress to impress and prepare for a magical evening. The night isn’t just about sparkle and style - there will also be a prize for best dressed and BAPIA will celebrate the incredible artistry showcased throughout the convention with competition winners from across the show being awarded.
On Sunday, the weekend of artistry is wrapped up with one final day of classes before ending on the ultimate high - the Pyjama Party. Think karaoke, games
and a sea of onesies and PJs. Tickets start from £99 for a day pass and every ticket includes food and refreshments. Check out the full details and grab your ticket at www. ukfacepaintingconvention.com
Disguise solidifies Disney costume rights across EMEA
Disguise has extended its licensing agreement with Disney across Europe, the Middle East, and Africa (EMEA).
Disguise has rapidly expanded its footprint throughout Europe, securing strong distribution partnerships and broadening its retail presence across key markets. With this agreement, the company will continue to bring a fresh range of licensed year-round dressup costumes and accessories to Disney fans of all ages, while supporting major seasonal and global celebrations, including Book Week, Carnival, Halloween and Christmas.
“We are incredibly proud of the growth we’ve achieved since first launching Disney-branded costumes in EMEA in 2022,” said Aneesa Beasley, head of commerical and sales, Disguise. “This expansion represents a significant milestone for our team, as it reflects not only the strength of the Disney brand but also the dedication and creativity behind our product development and go-to-market strategies.
“From localised designs to tailored retail partnerships, we’ve worked hard to understand and meet the unique needs of each market across the region. The enthusiastic response from retailers and consumers alike has been both inspiring and validating, and we’re excited to build on this momentum in the years to come.”
“Disguise has been the Disney costume manufacturer in North America for over 30 years, and we are pleased to be growing a similar collaboration in EMEA. By securing new retail outlets and deepening our presence in multiple regions, we continue to deliver Disney brand attributes and storytelling moments via our amazing costumes to families and fans across the world,” said
Tara Cortner, president and general manager, Disguise.
Below: UK-based and international instructors have been confirmed for the event, with more to be announced.
Above: An Evening with Up Up and Away was a complete sell-out.
Right: Disguise has extended its licensing agreement with Disney across EMEA.
Halloween spending expected to reach record $13.1billion in the US
Halloween spending is expected to reach a record $13.1 billion this year, according to the National Retail Federation’s annual consumer survey conducted by Prosper Insights & Analytics. The figure is up from $11.6 billion last year and exceeds the previous $12.2 billion record set in 2023.
“Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” NRF vice president of industry and consumer insights, Katherine Cullen said. “Whether it’s dressing in costume or carving a pumpkin, more consumers plan to take part in Halloween activities and traditions. Retailers are prepared to ensure the shopping experience is a treat for consumers this Halloween season.”
Most Halloween shoppers (79%) anticipate prices will be higher this year specifically because of tariffs. Despite this, nearly three-quarters (73%) plan to celebrate the event, in line with last year’s 72%. Top holiday activities include handing out candy (66%), dressing up in costume (51%) and decorating their home or garden (51%). Compared with last year, more people also plan to carve a pumpkin (46%), throw or attend a party (32%), visit a haunted house (24%) or dress up their pets (23%).
Sweets continue to be the most popular purchase, with total spending
Oh Yeah! introduces two new Halloween collections
expected to reach $3.9 billion. Across other categories, 71% plan to purchase costumes and spending is expected to reach $4.3 billion. Another 78% plan to purchase decorations, up from 75% last year and will spend an estimated $4.2 billion in total. And 38% plan to purchase greeting cards, an increase from 2024’s 33%, with total spending estimated at $0.7 billion.
Per-person spending has reached a record high of $114.45, nearly $11 more than last year and up from the previous record of $108.24 in 2023.
Like last year, consumers continue to gravitate toward early shopping. Nearly half of consumers (49%) began shopping in September or earlier, a slight increase from 47% the year prior. Leading reasons consumers are shopping early are because they are looking forward to autumn (44%), Halloween is one of their favourite events (37%), they do not want to miss out on desired items (33%) and they want to avoid the stress of last-minute shopping (33%).
Discount stores (42%) remain the top destination to buy Halloween items, followed by specialty Halloween/ costume stores (31%) and online
Oh Yeah! Is launching two new collections, each offering a complete range of tableware and decorations, with designs fully customised to each theme and inspired by the most popular market trends.
The Skulls collection presents a striking black and white line with elegant touches of colour, where bones and skulls take centre stage in every print. Plates, cups, napkins, tablecloths and glasses come together for an unforgettable feast from beyond the grave, where every last detail counts.
The Dracula Collection is inspired by the most iconic count of all time. With a bold red-and-black colour palette, elements such as fangs, blood, bats and cobwebs create a cohesive story across the range. Complete with custom shapes and unique designs, the collection is made for a Halloween banquet worthy of immortal guests.
(31%). Discount stores saw a fivepercentage point increase in shoppers this year, up from 37% in 2024.
“For consumers looking to balance their budgets, strategies such as buying early to spread out purchases or shopping at discount stores are just some ways they are being mindful of costs,” Prosper Executive vice president of strategy, Phil Rist said. “Despite these budget considerations, consumers are committed to prioritizing Halloween celebrations to create special memories with their loved ones.”
The leading sources of Halloween inspiration continue to be online searches (37%), within a retail store or costume shop (27%) and friends and family (21%).
For children, $1.4 billion will be spent on costumes this year. This Halloween, 2.3 million children plan on dressing up as Spider-Man, 1.9 million as a princess, 1.7 million as a witch, 1.6 million as a ghost and 1.5 million as their favorite superhero.
Consumers are expected to spend $2 billion on costumes for adults. Among this group, 5.6 million plan on dressing up as a witch, 2.7 million as a vampire, 1.6 million as a pirate, 1.6 million as a cat and 1.6 million as Batman.
Tiger Feet changes afoot
CEO Akhtar Zahid leaves as private equity investor steps up to run wholesaler.
There are changes afoot at Tiger Feet as Akhtar Zahid (pictured) has stepped down from day-to-day operations after nearly three years as ceo and has left the greeting card, gift and party wholesaler business.
In a business update released in August, head of product, Joanna Formby said: “We are grateful for Akhtar’s leadership and contributions to the business and we wish him all the best in his future endeavours.”
Andy Dodwell, operating partner at private equity company Ardenton Group, will assume the role of ceo, and Joanna added: “Please rest assured that our operations and partnerships remain a top priority, and we are committed to maintaining the strong relationship we have with your team.”
Summing up his time leading the company, Akhtar told PG Buzz: “It has been a fantastic experience for me, and I’m proud of where I’m leaving the business. The celebratory and party world is dynamic and engaging, and it has been a pleasure to be part of it.
“The company is in a good shape but it was felt that I wasn’t the right person anymore – I’d love to stay in the sector with any businesses who would value my experience and support.”
Tiger Feet currently has 150-plus employees in its eight warehouses across the UK and Ireland, in Belfast, Birmingham, Bradford, Bristol, Dublin, Gateshead, Manchester and Nottingham, alongside the online business which is run from Bradford.
Above: The Skulls collection features a black and white skull and bones design.
Above: Akhtar Zahid has stepped down as ceo of Tiger Feet and left the company in August.
In Stock Now!
Every costume business wants more customers in the door and sometimes, it pays to realise that other businesses in your community want the same thing. The National Costumers Association hosted a webinar in midSeptember during which the two panelists made it clear that working with their fellow businesses has helped them succeed.
Working together can boost sales
The event featured NCA members Janine Caufield of Caufield’s Novelty in Louisville, Kentucky and Annemarie Aldrich of Rose Costumes in Denton, Texas.
Among the examples the women gave of mutually beneficial business relationships, is an event called Creepfest, which Janine launched in her store two years ago. This two-day event, located on the second floor of the store, features the booths of other businesses that are somehow related to horror, Halloween, make-up, etc.
In addition to the suppliers’ booths, Caufield’s provides entertainment such as phototaking opportunities, haunts and kid-friendly activities.
“The first year we did it, we had over 5,000 people walk through the door,” she said during the webinar. “This year we had almost 8,000 people walk through the door.”
Janine charges the other suppliers a fee to participate, but a large part of the benefit she gets is all those customers walking through her store. Many make purchases, she said.
The event has been so successful that now Janine is planning something similar prior to Christmas, called Holiday Nightmare on Main Street.
“Basically, it’s the same thing, but we’re going to have Krampus and the Grinch and all the festivities
going on,” she explained. “I already have people saying, ‘I’m coming’.”
Another business relationship that pays off for Caufield’s Novelty is one they have with a nearby drive-in movie theatre. On weekend nights, Caufield’s sells merchandise to movie-goers from a trailer set up at the theatre.
“Bill [the owner of the theatre] had been buying props and stuff from us when they show a horror movie and he came and said, ‘Hey,
do you want to set a booth up and sell stuff out of it?’ And we said, sure, we’ll do that,” Janine explained.
She sells hoodies, t-shirts, cozies with horror themes and other merchandise related to the horror movies at the theatre.
“I sold a ton of hoodies this past weekend, because it got real cold here,” she said. “It was like 50 degrees. I mean, they would buy them left and right.”
If those two projects seem too elaborate for your shop, consider something simpler to get the ball rolling. Annemarie Aldrich works out discounts with other area businesses – if customers shop in one store, they can get a discount at her store and vice versa.
The joint discount project was launched in conjunction with a 31-day Halloween festival her city sponsors. That festival led to the city being officially named the Halloween Capital of Texas by the Texas State Legislature this past July.
“They’re paying people to walk around the square in costumes that they get from us,” Annemarie said. “Last year it brought in 126,000 people to our square, which for us is a lot.”
The 31-day Halloween festival is run by the Denton city government, but it seems that nearly any community with a strong group of businesses that work well together could pull off a similar Halloweenfest. And who benefits the most from that celebration?
These are just a few examples of ways that costume shops can improve sales by working with other businesses. The bottom line is that good relations with other shop keepers – whether they are the result of projects specifically designed to increase sales or simply because the owners are nice to each other – are good for business.
“It’s really important to be out in your city, introduce yourself,” Annemarie said during the webinar. “You need to know your fellow business owners, have those lunches, have that coffee, just bop in and say, ‘Hey, how are you doing? I just wanted to see what your merchandise was.’ Just so everybody feels more of a family than competitors. If we approach it from that standpoint, I think everybody can win.”
Left: Caufield’s Novelty has partnered with a local drive-in movie theatre to sell merchandise from a trailer set up at the event.
We are very lucky in our industry that there is lots of scope for independent businesses to develop and thrive. An independent business can be defined as one that operates without the constraints of a larger company or entity.
The benefits of being independent
Earlier this year, NABAS attended Spring Fair which was a fabulous chance to both catch up with industry peers and meet lots of new faces, while we were demonstrating on the Sensations International stand.
On a cheeky detour through the fashion hall, we saw designer Laurence Llewelyn-Bowen, who was on stage giving a talk. The discussion was around independent fashion designers and retailers, but it quickly became apparent that what he was talking about was just as relevant to the balloon and party industry.
There were several takeaways from the session, but the following really stood out as points that we can all bring into our businesses to help build competitive advantage and customer loyalty.
A traditional high street store will often have a head office which decides, sources and distributes a set range of products for its stores. Its customers have the choice of what they are shown with next to no chance of being able to influence the products they’d like to see.
Compare this to an independent business which can talk directly to its clients, ask their opinions and act on them to meet their needs. Not only does this give their customers the products they’d like to purchase, but it also makes them feel their
opinions are valued, heard and acted upon – what an amazing way to create a strong sense of loyalty. Our industry is brimming with colour and creativity and it has never been so easy to create beautiful, detailed designs that your customers can’t get anywhere else. If you can make your clients fall in love with your designs, the chances of making a sale are much
higher, even when funds are tight. If they love something enough, they will find the money to buy it.
Allowing your sense of personality to show through your work is vital. This links back to a previous article we did on your business signature, because when people know, understand and resonate with what is so special about your work, they won’t want to go anywhere else.
Everyone appreciates excellent customer service. When you are listening to your customers and acting on their comments, they will really appreciate that you’ve gone that bit further to meet their needs.
NABAS, the UK’s independent trade association for the balloon and party industry since 1987, is a not-for-profit organisation, which is run by members, for our members. Combining our understanding and experience of the industry with listening directly to the feedback we receive from our members, means we can act quickly and decisively on suggestions and issues raised. This ensures we continue providing the support and resources that will make a positive difference to our members. Want to help contribute to decision making that can help drive our industry forward? If so, simply head to www.nabas.co.uk to find out more or reach out to us and we’ll happily have a chat.
Claire Carney and Victoria Cooke NABAS Co-Chairs chair@nabas.co.uk www.nabas.co.uk
Left: Claire Carney and Victoria Cooke.
Inset: NABAS attended Spring Fair earlier this year.
the
quarter
Q4 kicks off with Halloween in the party industry, followed by Christmas – a busy time for celebrations. Suppliers from a range of sectors within party share their expectations for the fourth quarter of 2025 with Progressive Party.
Sara Olano, business manager, Oh Yeah!
“Q4 remains one of the strongest seasons for the party industry, with key moments such as Halloween and Christmas driving demand. More than ever, people want to celebrate and create memorable experiences and social media plays a major role in amplifying trends around table styling and space decoration.
“Consumers today are more informed, selective and aesthetically driven, looking for products that not only deliver quality and functionality, but also align with a specific look or atmosphere. This shift represents both a challenge and an opportunity: brands must be able to anticipate trends and deliver collections that feel relevant, curated and inspiring.
“At Oh Yeah!, we see this as our strength. Our seasonal collections are carefully designed around the latest aesthetics, with strong attention to detail, ensuring our products resonate with today’s consumers. We expec t the sector to perform well in Q4, driven by this growing appetite for celebrations.”
Dominique Peckett, director, Smiffys
“Smiffys is looking forward to a Friday Halloween and with weekend festivities on the cards for the next couple of years, we’re heading into an exciting phase for the season and the industry as a whole. We’re celebrating and supporting this with the launch of our ‘Halloweekend’ campaign alongside Rubies. The campaign is all about extending the celebrations all weekend long, from family days out and trick-or-treating, to house parties and big nights out.
“As we head into the end of Q4 for the festive season, there are many opportunities for the party and costume industry - children’s nativity plays, Christmas gifting, New Year’s celebrations and office parties to name a few. At Smiffys, we’re excited to launch our debut Dr Seuss The Grinch
Fran Hales, head of portfolio and marketing
“As we approach Halloween and Q4, the industry faces a mixed landscape of challenges and exciting opportunities.
While costume sales have seen a modest decline, there is a growing desire to create memorable celebrations at home.
“The fact that Halloween falls on a Friday in 2025 presents a unique opportunity for retailers and the industry to drive significant engagement, with extended celebrations expected across two weekends for adults and families.
“A significant Halloween deserves a significant partnership, it’s why Rubies and Smiffys Halloweekend are collaborating on an exciting campaign designed to capitalise on this moment. By combining dynamic marketing efforts across social media and retail channels, both industry giants will maximise consumer excitement and drive demand for dress up.
“Despite the shifting consumer habits influenced by economic factors, we remain optimistic that a diversified product approach and compelling promotions will lead to steadying sector growth in Q4.”
collection this Christmas. The range has had a great reception from our trade customers, and we’re excited for the product to drop later in Q4.
“Cost of living remains a challenge across all industries, but we’re still seeing customers come together to celebrate special occasions. With parties at home remaining popular vs costly nights out, this presents opportunities for the industry with themed décor, accessories and costumes.”
Christina Cockill, senior account manager, Blues Dress Up
“The final quarter of 2025 should deliver a strong performance for the party industry, with Halloween setting the tone for a lively season. Falling on a Friday, the event naturally extends into the weekend and creates more opportunities for parties, themed events and repeat purchases. We expect this momentum to carry through into Christmas and New Year as consumers look for occasions to celebrate together.
“The biggest challenge will be differentiation. Retailers are under pressure to present something new and consumers are increasingly selective, balancing value with quality. At the same time, influences such
as vibrant fashion trends are reshaping expectations, with brighter, more theatrical looks gaining traction. For suppliers, the opportunity lies in providing products that combine novelty with reliability — ranges that photograph well, feel good to wear and meet UK safety standards.”
Julie Dommett, head of marketing, Julie Dommett Europe
“With Halloween being on a Friday this year, we are predicting strong sales at retail – with trick-or-treat activities and more childrens’ and older demographic parties being planned.
“Anagram has focused on making it easy to decorate every party room or doorstep with a wide range of balloon styles available, from fun mini air filled 9” foils, through to a range of freestanding consumer-inflated AirLoonz that can instantly transform a party space.
“All popular children’s party themes are catered for across the range including pumpkins, haunted houses, witches and more, or choose The Nightmare before Christmas range for more elegant monochrome theming with Jack Skellington AirLoonz and Orbz products.”
Sander Visser, key account manager, Oppo Merchandise Group
“With Halloween 2025 on a Friday, anticipation is growing for an entire weekend of parties. At Oppo Merchandise Group, we’re confident that our diverse collection always appeals to a wide audience. However, Q4 2025 performance is uncertain due to economic factors. Consumer confidence and spending on festive outfits will significantly influence the season’s outcome since this is mostly the season for higherend OppoSuits products.
“Our key brands, OppoSuits and Suitmeister, address varied customer needs. OppoSuits offers premium, stylish costumes for those wanting distinctive designs, while Suitmeister provides affordable, fun options. As pricing becomes a key consideration, we expect some customers to invest in OppoSuits’ high-quality offerings, while others will choose Suitmeister’s cost-effective appeal. Despite economic fluctuations, the demand for quality brands like OppoSuits should remain strong, contributing to a successful Halloween and Q4 2025.”
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fright
N i GHT
Halloween 2025 falls on a Friday, which is perhaps the main reason that suppliers are feeling positive ahead of the holiday, along with some exciting new trends and early hype on the high street. Progressive Halloween catches up with some key industry execs to find out more.
comments: “Smiffys is excited for a successful Halloween this year.
1 October falling on a Friday or Saturday is the holy grail for Halloween suppliers, offering the opportunity for consumers to celebrate all weekend, with no impact on the next working day. Early research for 2025 also shows that spending in the US is due to increase this year, despite early concerns following US tariffs, painting a positive picture ahead of the big day.
Jafeth Vermeij, account manager, Oppo Merchandise Group, begins: “Although there were some question marks around seasonal sales this year due to global economic headwinds, Halloween sales this year are set for a steady growth. Our sales numbers for newly added products throughout our categories and an increase in pre-orders reflect the remaining trust in our products amongst our existing and new partners.
With a Friday Halloween for the first time in many years, we’re looking forward to a busy Halloweekend of celebrations. We believe the season will be celebrated in more ways than ever, with both school holidays and a weekend Halloween opening up opportunities for family days out, house parties and big nights out.
“Additionally, there still is a growing interest for Halloween across Europe and higher expectations with this year’s Halloween falling on a Friday.”
Christina Cockill, senior account manager, Blues Dress Up, outlines: “Halloween 2025 promises to be one of the strongest in recent years. The Friday date means celebrations will stretch across the weekend, driving demand for both children’s and adult costumes.”
Fran Hales, head of marketing and portfolio, Rubies, agrees: “For Halloween 2025, we expect consumers to go all out, especially with Halloween landing on a Friday, encouraging extended weekend celebrations.”
Mark Brett, sole UK distributor, Boland, furthers: “My Halloween expectations are that it is a Friday Halloween and there is nothing better, apart from Saturday. Our customer base appears equally as positive. However, it is all fuelled by expectation as, quite naturally, there is very little consumer reaction as yet, as it is [at the time of writing] September. That said, at this point in time there is no real reason that it should not be a very good season.”
Dominique Peckett, director, Smiffys,
“We’ve noticed Halloween is trending on social media more and morewith Summerween launching back in July, customers have been preparing for ‘spooky season’ earlier than ever. We believe customers will still spend on Halloween, with sales starting early to help spread the cost of the occasion. Retailers can maximise sales throughout October by offering a broad range of not only costumes for the weekend, but accessories and décor.
“We’re seeing Halloween and autumn décor becoming not only a part of trick or treat traditions, but seasonal interior décor as customers celebrate at home before heading into the festive season.”
Contrasting to the summerween trend, some have noticed that retailer orders are being placed later than usual this year. Mark continues: “For me it is very noticeable how late some customers are leaving it to order. My personal take on this, is that there is a lost opportunity. The lost opportunity is that many retailers do not start displaying Halloween until after the kids go back to school. By having a display in the week prior, when many parents are in shopping centres purchasing products for back to school, there is the opportunity to expose your range both to parent and child.
“If the child sees exciting and fun displays passing your store, there is the likelihood of them dragging said parent to have a look. There is good reason some supermarkets have their Christmas goodies
Above: Blues recently launched its first wholesale Halloween collection.
Below: A new range of Warner Bros costumes from Smiffys this year makes Halloween simple and affordable.
Left: Anagram has a range of balloons to elevate any Halloween space.
Below: Rubies says trends will focus on popular TV and film brands this Halloween..
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on display in August. Today’s consumer likes to plan and budget. Halloween in that respect is little different to Christmas.”
Despite the opportunity for earlier sales being missed in some places, there are some clear trends emerging already. Gloria Veta, global brand and sales director, Gemar, predicts: “This year we expect a Halloween full of creativity and the same desire to celebrate as always, but with greater focus on original, do-it-yourself decorations.
“Key trends will include Halloween prints, DIY garlands and iconic accessories such as our pumpkin punch ball, perfect for engaging both kids and adults. Consumers will continue to celebrate, favouring versatile, highquality products that combine fun with practicality. For retailers, the key will be offering themed kits and ready-to-use ideas that inspire shoppers and drive sales throughout October.
“Halloween is the perfect time to unleash imagination and our balloons
are designed to turn every idea into magic.”
Christina is expecting to see global trends influencing Halloween this year: “Alongside classic favourites, we expect growth in colourful, digitally printed designs that stand out online and in-store. Consumers are also looking to global influences such as K-pop-inspired styling, with bold graphics and vibrant palettes breaking away from traditional tones.”
Smiffys expects film and TV favourites to feature prominently. Dominique continues: “Movie and TV releases continue to sway Halloween trends. Our predictions include another Wicked Halloween, with witches being top sellers for kids and adults.
Smiffys’ Warner Brothers IT range is set to soar with the release of Welcome to Derry in late October.
“The western trend is going nowhere, and after a summer of cowboy hats in the festival fields, Smiffys is bringing the country vibes to Halloween celebrations.
The Skeleton Cowboy family costumes feature digitally printed skeleton details, holster belts and co-ordinating gothic cowboy hats.”
Fran agrees: “Trends will focus on popular character costumes inspired by TV and film, such as Rubies’ new Squid Game, One Piece and Stranger Things costumes.”
key element in Halloween
business manager, Oh Yeah!, explains: “This year, the main challenge is to help consumers to create original experiences that truly surprise their guests. Door and storefront decorations are expected to take centre stage, turning entrances into strong seasonal statements.
Yeah! we specialise in this approach, delivering trenddriven collections designed to make every event unique.”
“At the same time, the table remains the heart of the celebration, where every detail plays a key role in shaping a distinctive Halloween atmosphere. Retailers can maximise sales by curating complete solutions, coordinated collections and inspiration that allow consumers to elevate their celebrations.
At Oh
The early stocking of Halloween products in the growing ‘summerween’ category has also caught consumers’ attention, Dominique furthers: “All things pink are trending for Halloween. Influenced in part by Summerween, this alternative Halloween trend offers a fresh take on spooky classics, with pastel hued ghosts, witches, spooky accessories and décor.”
In terms of making the most of the allimportant Halloween opportunity, Christina says: “Retailers can maximise sales by offering complete ranges – costumes, décor and accessories – and by promoting early to capture October’s full sales window.”
Jafeth adds: “We strongly believe that online retailers can increase their seasonal sales by including brand-related marketing materials in both their online marketing and visibility on their website.”
Fran concludes: “Retailers can maximise sales by leveraging Rubies and Smiffys Halloweekend campaign, offering costume and décor bundles and engaging social media content to capture peak interest throughout October.”
Above: Smiffys is expecting pink to be a trend this year for Halloween.
Right: Sink your teeth into some spooky fun with this officially licensed Stitch Vampire Classic Costume from Disguise. The removable cape has a high, stiff collar for that classic vampire flair, while the detachable hood is designed with dimensional ears and embroidered eyes to capture Stitch’s mischievous charm.
Below: Oh Yeah!’s Skulls Collection provides everything consumers need for a spooky tablescape.
Above: For real ‘wow factor’ décor at an event – check out these imposing Halloween trees designed by Lucy Hennessy CBA from Anagram Europe. Made from orange Anagram Orbz atop a black Anagram latex modelling balloon trunk adorned with bat shapes, they make a perfect photo backdrop for any Halloween event.
The Adult Zombie Cheerleader costume, complete with dress and pom poms, adds a unique twist to classic zombie themes. The new Halloween costumes from Rubies meet consumer demand for edgy, playful and wearable designs, perfect for partygoers and casual dressers alike.
Left: Bring the fright in this creepy Halloween clown suit from Opposuits. Includes jacket, trousers and tie.
Exper t s in all our O ne creative team
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Specialists in cross categor y ranges
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PRODUCTS
A large number of Boland’s Animatronics are now in display boxes with scannable QR codes showing the consumer in store what the animatronic does.
Bring the Halloween spirit to life with Gemar’s Pumpkin Punch Ball. Fun, vibrant and playful, it’s perfect for parties, games and decorations. Kids love bouncing it, while adults enjoy its festive charm. An accessory that combines entertainment and atmosphere.
It is all-action with this all-singing, alldancing Nightmare Clown. It comes in one of Boland’s new display boxes, which have a QR code, so the consumer can scan and watch a clip of Nightmare in action.
Immerse yourself in the magical (and slightly grumpy) world of Whoville with Chaks exclusive The Grinch collection, inspired by the legendary character from the famous Christmas story. The accessory kit features a red scarf, green faux fur gloves and a Christmas hat embroidered with the official logo. Available in three children’s sizes.
The Grinch costume from Chaks features an expressive latex mask with fur perfectly recreating the Grinch’s face for a striking effect. Includes top, trousers, mask, hat and gloves in three adult sizes.
The One Piece Nami costume from Rubies comes complete with a wig, top and skirt, allowing fans to embody the spirited navigator.
Blues has launched its first UK wholesale Halloween collection, spanning toddlers, children and adults. Each design blends recognisable seasonal favourites with a contemporary edge, from bright digitally printed graphics, to stylised influences. The range reflects Blues Group’s focus on quality, safety and originality and underlines its commitment to supporting UK retailers with products that stand out in-store and online.
If making an impact in your neighbourhood is the name of the game, look no further than Boland’s Giant Hanging Clown at over three metres.
Blues Group’s Gaming Skeleton features a striking design, which brings Halloween into full colour with vivid neon shades and bold digitally printed graphics. Featuring a matching mask and skeleton motif, it offers a playful twist on a spooky classic.
Rubies’ new range of One Piece Netflix costumes taps into the growing popularity of this global Netflix phenomenon. The collection features the Monkey D. Luffy costume, including the signature hat, top and trousers, perfect for fans to get dressed up in the protagonist’s classic adventurous style, meanwhile the standalone Monkey D. Luffy Hat offers a great accessory option for casual wear or themed events.
The soft and comfortable Grinch kigurumi from Chaks faithfully replicates the character’s appearance for a fun and quirky look. Available in three adult sizes.
PRODUCTS
Capitalising on one of the most popular TV series globally, new Stranger Things collection offers fans the chance to bring their favourite characters to life.
The adult Eleven Dress delivers an instantly recognisable and nostalgic look, perfect for fans wanting a simple yet iconic costume.
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or for amazing ceiling displays.
For those seeking a more immersive experience, the Stranger Things Demogorgon Deluxe Adult Costume from Rubies is a show-stopping option, featuring a detailed jumpsuit with separate feet and hand covers, paired with a life-like latex mask that captures the series’ eerie monster design. This collection promises to satisfy Stranger Things enthusiasts looking for both approachable and premium costume options, right in time for the final season.
Rubies’ comprehensive Squid Game costume collection caters to the continued global sensation’s fanbase, providing a perfect group costume opportunity. The Front Man Deluxe Costume includes jacket, mask, and gloves, offering a mysterious and authoritative look. The Player 456 Deluxe Costume with trousers, t-shirt, and jacket allows consumers to portray the show’s lead character, whilst The Guard Costume features a hooded jumpsuit with belt, ideal for the iconic masked enforcers.
Tiffany completed the collection for Rubies with costumes for adults and kids featuring dresses with attached jackets, veils and glovelets.
Rubies new for 2025 Halloween range offers a fresh and versatile line-up designed for the extended Halloween celebrations set around a theme of Friday Night Frights, perfect for those interested in sports. Key pieces include the chilling Zombie American Football Player with full top, trousers, and helmet, as well as the sporty Zombie Rottenaldo and Zombie Rotter Federer costumes, featuring tops, shorts and themed accessories that blend pop culture with frightful fun.
Dress up as the mischievous ghosttype Pokémon in this officially licensed Gengar Costume from . Made from ultra-soft material, this cosy jumpsuit is ideal for fans who want to bring the spooky charm of Gengar to life. The attached hood features Gengar’s signature ears, bold facial features and a design that fully captures the character’s ghostly grin.
Rubies’ new Chucky collection captures the enduring appeal of the horror icon, featuring a crossgenerational lineup of costumes and masks, perfect for families or friends to get dressed up together to enjoy the Halloweekend festivities. The toddler Chucky costume comes with a jumpsuit and toy knife accessory to provide frightful fun, while the child and adult costumes boast jumpsuits paired with masks.
Smiffys matching Skeleton Cowboy family costumes are new for Halloween 2025. Featuring digitally printed skeleton details, holster belts and co-ordinating gothic cowboy hats, these costumes combine classic Halloween characters with on-trend western styling.
The new Anagram Haunted Manor Pumpkin Orbz has already proved a favourite – perfect
décor
The Creepy Chic collection from Hootyballoo offers decorations, tableware and more in a stylish monochrome design.
Don Disguise’s spellbinding, officially licensed Elphaba or Glinda costume from Universal Pictures’ Wicked. Elphaba’s dress, a dark and dramatic masterpiece, is crafted from rich purple, two-tone textured taffeta, with an outer layer of sheer black organza, while Glinda’s pink dress has satin fabric, printed bodice with foil and sequin accents.
PRODUCTS
New additions to the Smiffys Warner Brothers range this Halloween make dressing up simple. These printed character tops, boilersuits and dresses are easy costume options, at accessible price points. Bringing iconic horror characters to life has never been easier.
The new Liberty Death costume from Smiffys puts a Halloween twist on the American icon. Featuring a printed dress and co-ordinating headpiece for a creepy, iconic Halloween costume.
Halloween doesn’t always have to be new Halloween range features classic costumes reworked in pastel hues for a pretty in pink look.
The Skulls Collection from Oh Yeah! presents a striking black-and-white line with elegant touches of colour, where bones and skulls take centre stage in every print. Plates, cups, napkins, tablecloths and glasses come together for an unforgettable feast from beyond the grave, where every last detail counts.
Rubies taps into Marvel’s 2025 blockbuster Fantastic 4 hype with a Halloween-ready collection centred around the iconic Human Torch character. The collection includes child and adult Human Torch jumpsuits, appealing to a broad demographic of Marvel fans and Halloween partygoers. Adding flame-effect innovation, the child-sized Human Torch Gloves accessory elevates the costume’s appeal by delivering an eye-catching, interactive element.
Hootballoo’s Retro Halloween collection features tableware, decorations and more to take consumers back to Halloween celebrations of old.
As witches and anime continue to trend, Smiffys’ new collection brings these themes together with new Cosplay style costumes. The Vampiress Bat and Spider Witch costumes feature fluted sleeves, oversized collars and corset shape dresses, bringing anime influences to the Halloween range.
The Minecraft Suit from Opposuits is blocky brilliance in wearable form. Pixel power with sharp style.
Float into fear with this chilling IT Pennywise suit from Opposuits Includes jacket, trousers and tie.
Completing the Rubies Squid Games range are the Girl Doll Classic Costume and its matching mask, alongside sets of moulded half masks for Front Man and Guards, giving retailers varied options to stock authentic, high-quality costumes that capture the series’ unique aesthetic and thrill.
The new Anagram Bare Bones range has a fun skeleton theme with on-trend iridescent accents across a range of balloon styles – from a mini air-filled shape and holographic SuperShape to Orbz and AirLoonz Junior designs.
Tara Cortner, president and gm of Disguise chats all things HR, networking and her love of dogs.
Don’t stop if someone says no
HOW LONG HAVE YOU BEEN AT THE COMPANY?
I’ve been with JAKKS for over 15 years and with Disguise for seven years. In my prior role at JAKKS, I was the head of licensing for all of JAKKS’ divisions, including Disguise.
WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?
My greatest achievement has been growing Disguise’s business globally, especially in EMEA. Coming into Disguise, we were the third largest
US supplier with a very small global footprint. Disguise is now the largest costume supplier in North America and we are quickly becoming the supplier of choice in the UK and EU. Our business internationally has grown over 600% since I joined the division in 2019 and we have acquired several major licences in EMEA including Disney, Pokemon and Sonic.
FAVOURITE PART OF YOUR JOB?
Since my background is licensing, I’d say that networking is what I enjoy most.
LEAST FAVOURITE PART OF YOUR JOB?
HR is the most challenging piece for me – ensuring the business is growing and everyone is happy despite environmental factors that are out of my control.
WHO IS THE UNSUNG HERO OF THE COMPANY?
Jason Else is the unsung hero of our UK office. He is an amazingly talented designer and has been critical in educating our global team on new design technology.
WHAT IS THE BIGGEST CHANGE WITHIN THE PARTY INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT?
The biggest change has been the collapse of specialty and independent market and the rise in internet sales, which are directly correlated.
Disguise is now the largest costume supplier in North America and we are quickly becoming the supplier of choice in the UK and EU
WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN?
Don’t stop because someone says no; keep trying.
BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE LAST YEAR?
You can be as prepared as possible, but sometimes a crisis can arise quickly and blindside you (the pandemic, tariffs, etc).
IF YOU COULD CHANGE ONE THING ABOUT THE PARTY INDUSTRY, WHAT WOULD IT BE AND WHY?
With regards to costumes, I would like to change the ability of counterfeit and knock-off product to enter the market.
IF YOU DIDN’T WORK IN THE PARTY INDUSTRY, WHAT INDUSTRY WOULD YOU WORK IN AND WHY?
I would probably default to the toy industry since that is my background. However, I have four dogs and I love dogs. So ideally, I’d be starting a dog rescue somewhere by the ocean.
Tara Cortner
