Progressive Party Europe November December 2015

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CONTENTS The home of market leading trade magazines

The home of market leading trade magazines max-publishing.co.uk The Thehome homeofofmarket marketleading leadingtrade trademagazines magazines March/April 2013

The home of Exhibitions The home of Exhibitions The Thehome homeofofExhibitions Exhibitions

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Welcome to the Party “How was Hall?” That’s the question that I’ve been asked 137 times this month, and have been asking myself 136 times this month.

The answer, taking on-board feedback from the retailers and suppliers that we’ve spoken to since the biggest event in the party calendar, is that it was either just better than last year, ranging up to being considerably better. For 2016 we have the pleasure of a Monday for company at Halloween, which has license to work for and against us. On the one hand, it’s a full weekend of partying, on the other hand...

Deciphering through the naturally positive party trade feedback, and indeed suppliers’ Above: Progressive Party Europe’s Rob Willis. desire not to tell us press lot bad news, it does seem that this particular season has once again pulled the consumers in and kept the wheels of this particularly lively industry turning. Indeed there were a number of very concerned suppliers and major retailers who’d foreseen potential trading problems after the great costume safety debate (mustn’t say debacle…) but thankfully it seems to have remained as relevant as it needed be. Whilst change is still afoot on that subject, the reality is that the general public simply aren’t that engaged with the isolated incident which took place over Halloween 2014.

As one season closes, another one opens, and a monster amount of opportunity lies ahead in the first quarter of the year. For the seasoned traveller there are a number of excuses to leave the shop, or office, and see first hand the latest lines and those friendly faces in person. Those with a good expense account or enough air-miles can trip over to the gargantuan Halloween & Party Expo in New Orleans, which promises everything you could ever want - and then some.

PPE will be covering the show, of course! Next up in the calendar is London Toy Fair, which whilst not having a huge amount for the average party retailer, might be worth visiting, as major brands such as Amscan and Fun Shack can be seen exhibiting - plus the important opportunity to check out potential new product too. Onto Europe, where Toy Fair (Spielwarenmesse if you will) is the dominance of Nuremberg for a week. It’s seriously worth visiting, and with many UK based party firms taking stands, it does double up as a chance to see new and existing product. Christmas World follows in Frankfurt, meaning the team at PPE are being shipped around like cargo, but equally excited to see so many markets at once. If the idea of all these air miles is too much, just head for Birmingham on February 7 for Spring Fair, which provides a chance to see pretty much every product line a retailer could need to work with.

Previews to these shows will follow in our usually comprehensive January / February edition of PPE. For the meantime, this issue finishes the party year on a real high note. We’ve caught up with industry experts to talk about Halloween, we have the first insight to the recent Rubie’s acquisition of Mask-arade, and some great European content including an interview with one of Holland’s most loved retailers - plus an interesting and in-depth article looking at the Carnival season which is just a short time away.

We hope you enjoy this issue, and we wish you a very Merry Christmas.

P.S - Our seasonal gift to you is enclosed, in the form of a party trade wallplanner with all the key dates included. You’re welcome!

@Prog_Party_Eu

Rob Willis – Publisher, Progressive Party Europe

NOVEMBER/DECEMBER 2015 PROGRESSIVE PARTY EUROPE

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CONTENTS

What’s inside: Nov/Dec 2015

29

38

07 15 19 21 25 26 29 35 38 40 44

NEWS

The latest happenings from the world of party, costume, balloon and retail.

THE JESTER

Progressive Party’s columnist tells it like it is.

LICENSED TO PARTY

The newest officially licensed party products.

NEW PRODUCTS

You’ve never seen anything like it!.

HALLOWEEN & PARTY EXPO

A guide to the United States’ party show.

THE BIG INTERVIEW

Behind the scenes talks on Rubie’s acquisition of Mask-arade.

CARNIVAL

An in-depth guide to the history and retailing of this European season.

FEEDBACK

How was Halloween? Scarily good they say.

HAGUE HAPPENINGS

PPE trips to The Hague to check out a prolific retailer.

CHRISTMAS

It’s not all bad jumpers and dry turkey you know.

BEST SELLERS

Retailers report the best of the best keeping their tills ringing.

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NOVEMBER/DECEMBER 2015 PROGRESSIVE PARTY EUROPE

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NEWS PAGE

NEWS UPDATE A Happy Halloween!

The UK's Halloween spend rises again as projected figures showed that UK shoppers were expected to spend up to £460m celebrating the scary season in 2015 – a significant rise on last year's impressive £330m figure.

Halloween parties are as popular as ever, with this London event offering a terrifying treat!

It looks like Halloween in all its (fake) blood-soaked glory is happily here to stay, bringing a welcome

boost to all retailers, but especially those of us in the fancy dress and party industry. While there's no shortage of people complaining that Halloween is an American import they wish would go away, they are increasingly outnumbered by those who welcome trick or treaters with open arms, decorating their houses and throwing parties to celebrate the annual frightfest.

The £460m figure (Conlumino, a retail research group) is up 4.1% on 2014, and covers everything the discerning Halloween reveller

Fun Shack Goes Global

Getting Personal

The well-known fancy dress supplier Fun Shack has appointed overseas trade specialist Chamber International to help it go global, concluding what has been a fantastic year so far for the Leeds party supplier.

The partnership will see the expansion of Fun Shack's export business and help it grow its international footprint.

Fun Shack first began exporting in 2012, but it is now stepping up exports as part of Leeds City Region Enterprise Partnership’s 'We are International' initiative.

“So far overseas sales represent 8% of turnover but we want to do more,” said company director Jeffrey Fearnley. “Our research and design centre allows us to understand local markets and create outfits specifically for local cultures which, although they may differ, have a common factor of appreciating quality and value.”

Fun Shack will be exhibiting for the first time at Nuremburg Toy Fair 2016 (27 Jan-Feb 1).

Pioneer Europe has launched MyBalloon.com in partnership with Dave Saunders from Bizzy Balloons. The web-based service takes personalised balloons to the next level, allowing consumers to design their very own high-quality, personalised photo balloon with a 24-hour 'click-and-collect' service.

Once ordered, the designs are printed by Bizzy Balloons on Qualatex Microfoil balloons, and shipped uninflated to the retailer, who will earn commission from each sale. Retailers are encouraged to offer a bouquet

Pictured (l-r): Chamber International senior export adviser, David Attia, and Fun Shack’s Jonathan Pearson and Jeffrey Fearnley.

Spooky Sales Stats

needs, including treats for trick or treating, costumes and accessories for dressing up, food and drink for parties and pumpkins for carving.

A different set of calculations (from Mintel) predicted the 2015 market to be worth £283m, up an impressive 3% from £275m last year – and so although the official post-event figures haven't yet been announced, there was little doubt that this year was going to see some impressive growth.

Taking place on a Saturday gave the Halloween celebrations a real boost, with many partygoers turning the festivities into a weekend-long event. This benefited both retailers and suppliers, who saw increasing numbers of consumers getting involved as the celebrations continued. upgrade, as the MyBalloon.com border designs coordinate with existing Qualatex balloons.

The MyBalloon.com interface is user-friendly and mobile-friendly, allowing the customer to easily personalise his or her balloon anytime, anywhere.

Customers can further enhance their designs with a selection of coordinating borders and fun icons.

Retailers should visit www.MyBalloon.com for more information.

Above: Participating retailers will see an increased profit potential.

Christmas Angel New York philanthropist Carol Suchman has purchased the entire remaining stock of a closing down party and toy shop to donate the party supplies and toys to a kids’ charity, just in time for Christmas.

Carol often buys gifts for less fortunate children at Christmas time, but when she spotted that toy and party retailer Hudson Party Store in New York’s West Village was closing down, she decided to go one better.

“When I saw this toy store, I just realised I could do it on a grander

Above: Carol, getting to grips with the stock!

scale for this one year," she said, and after a brief negotiation, Carol ended up walking out with the shop’s entire stock.

Supermarket giant Sainsbury's says Halloween is now the third biggest retail event of the year, after Christmas and Easter. It reported a 150% increase in adult fancy dress costume sales this year – news, which might concern independent retailers who have focused on adult lines since multiples first began offering cut-price children's costumes in bulk.

Tesco's dedicated Halloween buyer Bryony Watson said that Halloween falling on a Saturday this year has boosted sales, making it: “the biggest the UK has ever seen.” She pointed out that Halloween has been: “adopted by adults as a great excuse for a party and as a result we’re seeing an annual rise in demand for costumes, masks and of course party food and drink.”

Walmart-owned Asda showed its American heritage with a 15% range increase in-store, and expected to see a doubledigit increase in sales of Halloween products year-onyear, with many value lines.

The value sector is upping its game in the Halloween market, as evidenced by Poundland – which stocked almost 200 products, an increase on last year. Party products account for 55-60% of Poundland’s Halloween range, with chief executive Jim McCarthy, saying: “Events are really important to us, and [Halloween] is one of the biggest.”

Antonio Rodriguez, a spokesperson for New York’s Department of Homeless Services, which received the party products, said he had never seen such a generous donation.

“I’ve been doing this for many years and we have many generous sponsors. But I have to say that this is the first time anybody ever bought out an entire store and donated to the children of shelters.”

The partyware, toys and school supplies will be shared among New York’s homeless children this Christmas.

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The UK’s leading pre-school DRESS UP specialist

Finalist of Best Licensed Dress Up and/or Party Range

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PARTY NEWS

Springing The Changes A raft of new initiatives will be implemented for next year's Spring Fair 2016, taking place from 7 – 11 February at Birmingham's NEC. Two new senior appointments have been made, focusing on improving customer experience for forthcoming event, which is currently the UK’s definitive product sourcing destination for the party industry.

The organiser of Spring Fair, i2i Events Group, has made two new senior appointments as part of a raft of initiatives being implemented for the 2016 edition of the show. New portfolio director Nick Davison and head of marketing Saul Leese will be focusing on improving the customer experience and “putting exhibitors at the heart of what [we] do”.

This year also sees the introduction of The Wish List, which gives buyers and other

Unique Team Leading global manufacturer and distributor of party products Unique Party has added to its sales team with the appointment of Pascal Parker, who joined the team as business development manager. Pascal joined the Lincolnshire-based UK branch of the global company and began his new role last month.

Inset: Pascal Parker joins Unique Party.

Pioneer Europe's stand at Spring Fair 2015. visitors the opportunity to save and print ‘shopping lists’ of their favourite items from a comprehensive database of Spring Fair exhibitors’ products.

Further changes to Spring Fair for 2016 will include an improved layout, which will further enhance the show’s superb cross-over buying opportunities across 14

different product sectors. The Party Show will remain in Hall 3, where a vast selection of party decorations, fancy dress costumes, balloons and novelties will be on show, along with the ever-popular catwalk and balloon décor demonstrations.

For more information visit the website www.springfair.com.

Delights Direct has launched a new helium gas partnership with BOC, offering special prices on helium canister hire.

These special discounts on gas, rental and accessories, are available exclusively to approved trade customers.

“It has been going really well so far and we expect it to grow,” said Delights Direct account manager Stuart Wheeler.

“It’s a huge boost for us to be able to offer our expanding customer base access to an excellent rental agreement.”

To benefit from the new partnership, retailers should contact BOC directly, quoting their Delights Direct account number.

For more information, contact Delights Direct on 0333 900 9000 or email trade@ delightsdirect.co.uk.

Below: Special discounts on BOC gas, rental and accessories for Delights Direct customers.

Rubie's Frozen Awards Success The results of this year's Licensing Awards were revealed at a ceremony on 15 September at London's Grosvenor House Hotel.

Some1,400 retailers, licensees, licensors and suppliers attended the event, hosted by actor and entertainer Alexander Armstrong.

This year's deserving winner of the Best Licensed DressUp or Partyware Range was the Frozen Light-Up Princesses Range from

Belbal Acquired New owners have taken over the reins at Belgium balloon company Belbal. New joint directors Bart Van Nuffel and Jerome Leclef, together with the development capital company Dovesco, acquired the group as a strategic investment in October 2015.

The shareholders intend to continue the current strategy of the company while focusing on continued growth, further perpetuating Belbal's success. The management team and usual trusted points of contact will remain on board, maintaining full operational continuity.

Getting Gassy

Rubies Masquerade.

"We always strive to ensure that each year the Licensing Awards event exceeds everyone’s expectations and this year thanks to input of many, it did just that," said Ian Hyder, joint managing director of The Licensing Awards.

Other ranges which made the shortlist were: Marvel Avengers Age Of Ultron DressUp (Rubies Masquerade), Marvel Superheroes Dress-Up (Morph Costumes) Minions Novelty Party Range (Icon Live), Paddington Bear Partyware Range (Creative Party) and Roald Dahl Children’s Dress-Up Range (Smiffys).

Left: Alexander Armstrong, Tracey Devine (Rubies), Preston Kevin Lewis (WBCP) and Holly Oldham (formerly of Rubies).

Fancy Dress Fury Controversial costumes made the headlines once again, as fancy dress seller Script To Screen created a Rolf Harris outfit so party-goers can dress up as the disgraced children's entertainer.

The costume, which was on sale over the Halloween period, consisted of a pair of yellow trousers, a jazzy shirt and a dark wig and beard.

Despite the negative response to the costume, the retailer was unrepentant, with a spokesperson saying; “It's not really a Halloween costume.

People just come in and want different things; someone wanted a Jimmy Saville costume before. If people want things we'll just put them together.”

Brits Abroad The holiday resort of Benidorm on Spain's Costa Blanca has become synonymous with Brits abroad having fun in the sun. It's no surprise then, that British Fancy Dress Day is now a huge annual event, held in the British Quarter of the resort every year.

The Fiestas Patronales take place from the 7 – 11 November, with the famous British Fancy Dress Day taking place on the 12th. The tradition started more than 20 years ago when Manolo from Sinatras Club offered a free drink to anyone who dressed up. Now, around 30,000 people – mostly British ex-pats living in Spain and tourists visiting the Costa Blanca resorts – parade through the streets in typically British costumes.

Below: The British Fancy Dress Day Parade attracts both participants and spectators from all around the world.

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PARTY NEWS

X-Factor Balloon Outrage

Balloon release controversy hits the media.

Balloon releases have been thrown into the media spotlight once again, following a release, which took place on the X-Factor in early November.

Wildlife campaigners and local councils have taken up the cause, with many calling for an outright ban.

Campaign group Balloons Blow (www.balloonsblow.com) has secured a significant amount of online publicity following the X-Factor stunt. It argues that: “All released balloons, including those falsely marketed

as ‘biodegradable latex’, return to Earth as ugly litter. They kill countless animals and cause dangerous power outages.”

An online poll on popular viral site Unilad.com asked whether or not balloon releases should be banned completely – 80% of respondents said they should.

A number of local authorities have already imposed bans on balloon releases and sky lanterns across Oxford, Portsmouth and Norfolk, while Cornwall Wildlife Trust is calling for people not to participate

in balloon releases due to the impact they can have on birds and other wildlife. The charity said it supports Plymouth City Council's decision to ban balloon releases in the Devon city back in 2007.

The trust said it was pleased to see so many people speak out against the controversial X-Factor balloon release, which prompted severe criticism of the show across several social media sites.

Spokesperson Ruth Williams said: "The vast majority of people do not realise that these balloons could be lethal to wildlife."

The decision has been criticised by some who have taken part in releases as tributes to lost loved ones, and – of course – could have a devastating effect on the balloon industry. Retailers looking for information on balloons and their minimal impact on the environment should visit www.thegreenballooncampaign. com, a website designed to help explain that latex balloons are an environmentally-friendly product. selection of Minions balloons.

Contact Lens Concerns A post-Halloween news story reported across the national media reported that a university student had her right cornea ripped by the novelty contact lenses she was wearing as part of her costume.

Tia Goode had used the cat eye lenses to help complete her leopard outfit, only to experience pain and discomfort later that night. Tia was later told that the lenses had torn the cornea because they were dry, sticking to the eyeball and ‘ripping off the cornea completely’.

It is not currently against the law for retailers to sell cosmetic lenses online in the UK. It is, however, illegal for non-prescription lenses to be sold or supplied without the supervision of a suitably qualified practitioner.

Dr David Allamby, medical director at London's Focus Clinic, is urging the Government to clamp down on novelty contact lens sales.

Smiffy's Clamps Down On Fakes

Special Delivery!

Keep an eye on your post in 2016 for some fantastic brochures from Pams. Over the next few months the party experts will be putting together some amazing flyers to help retailers with their buying decisions.

The Book Week flyer will be sent out first, packed full of fancy dress costumes for children and teachers, with the Life Events flyer coming soon afterwards.

“We hope this will make buying decisions simpler and easier,” explained Carl Tayor, sales director.

Call +44 (0) 1427 676300 or visit www.pams.co.uk to be added to the mailing list.

Left: Pam's Christmas lines include this novelty reindeer headband.

Party company Smiffy's made a high-profile appearance on an episode of the BBC's Fake Britain programme on December 4, highlighting some of the counterfeit problems found within the fancy dress industry.

Owner Ray Peckett was interviewed on the programme and spoke about the lengths the company has gone to in combatting the fake costume market.

"We’re delighted to see the airing of the Fake Britain episode, filmed earlier this year," said marketing director Dominique Peckett. "We’ve been working hard to highlight the issues surrounding counterfeit products to our trade customers and consumers alike and the potential safety risk. We’re grateful that Fake Britain has given us the opportunity to explain to consumers the risks and how they can best protect Above: BBC's Matt Alright investigates themselves." the fake costume business.

She continued: "Since Claudia Winkleman’s dreadful experience shone the spotlight on the fancy dress industry, we have worked ceaselessly to ensure our products not just pass but exceed current standards."

Smiffy's is now voluntarily testing all of its children’s costumes to the strict children's nightwear regulations, while supporting the work being done on extending the current EN71 regulations.

The show is currently available on BBC's online iPlayer service.

Above: Is novelty eyewear likely to be banned?

OppoSuits Sell Out! Costume innovator OppoSuits sold out of all its 2015 Christmas lines before the first advent calendar doors had even been opened.

“At the various trade shows at the start of the year we experienced an overwhelming response to our new Christmas collection, after our Christmas-themed suits had gone viral at the end of 2014,” said co-founder Jelle van der Zwet.

He continued: “We had forecast enormous growth and our Christmas production reflected this. However, despite all of this, stock disappeared incredibly fast!

A big thank you to those who gave us forward orders in order to ensure guaranteed stock.”

175 Years In The Making A new book, Behind The Seams, has been released to celebrate Angels' 175 years in business, looking at the evolution of the family business, which is now in its seventh generation.

The theatre and party supply company has been providing costumes for stage and screen since 1840, including thirty-six costume Oscar-winning movies. Behind the Seams tells the story of the biggest dressing-up box in the world and gives a unique insight into London’s entertainment industry.

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Hall 9F89

Hall 3 D22

Halloween • Carnival • Party • Innovation • Service • Quality www.palmeragencies.com

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Tel: 028 9064 7119

@palmeragencies

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PARTY NEWS

The Stage Is Set For H&P Expo 2016 New event features and experiences will be making their debut at this year's show, ensuring that the Halloween and party industry is really bought to life for thousands of visitors attending the show from right around the globe.

Highlights planned for this year’s event, which is taking place in New Orleans from 22 – 25 January 2016, include a themed Haunted House to welcome attendees and set the stage for the products and services on show throughout the exhibition.

New Orleans’ design company K. Studios will be creating a cemetery faced with

A-maze-ing!

Taking dozens of balloon artists several days to complete, a 600 sq m maze, over 7' tall and using 80,000 Qualatex balloons was created last month for an exhibition in Belgium.

NABAS Event Success This year's NABAS Event took place 18 – 19 October in Knebworth and was a resounding success, with all classes and workshops proving popular.

NABAS chairman George Oustayiannis was delighted with the event, saying: “It was a great success, and we are already working on our 2016 Extravaganza!”

He continued: “From my perspective I've made some great new friends, and new business contacts which I know wouldn't have come about had it not been for our event.

Orders have been placed, and we will be launching some of these new products exclusively to NABAS members in the next few months.”

“I can't stress the importance of us all supporting our organisation and the huge benefits doing so will bring. I sincerely hope that you will join us in 2016 for what promises to be a truly special event.”

NABAS members are also encouraged to email info@ nabas.co.uk with a oneword email recording their preference for the 2016 event – either North, South or Midlands.

Exciting new plans are in place for the H&P Expo.

crumbling brick and plaster detail to help bring the industry to life for attendees with a real-life horror experience.

Themed characters will also be found roaming throughout, from zombies and Dia de los Muertos, to more traditional vampires, Frankenstein’s monster and werewolves.

The construction, which is the biggest of its kind, was built as part of an international conference for balloon professionals and enthusiasts (Millennium Jam), which took place in Mol, Belgium in November.

A Christmas Atmosphere Christmasworld, taking place from 29 January – 2 February, is a key order-placing show for the international decoration and festive product sector.

Held annually in Frankfurt, it presents the latest products and trends for all festivities throughout the year (including Easter and Halloween) and provides innovative concept ideas for the wholesale and retail trades.

The 2015 event hosted 911 exhibitors from 42 countries and over 36,000 visitors from 106 countries, and next year's show is looking equally impressive.

The complete spectrum of festive decorations is complimented by a wide-ranging complementary programme with the Trend Show, special exhibitions, events and expert lectures, making the event a valuable source of inspiration for the sector.

Below: Creating the right Christmas atmosphere is key for many retailers.

The H&P Expo is also working with new partner Zebra Imprints to introduce ghoulish holographic technology, offering another way for attendees to interact with the event.

Daily parades, produced by Secret Moonbase Productions, will also weave through the

Fun Shack Plans Ahead Fancy dress specialist Fun Shack is already busy working on costumes for 2017 and beyond, following a successful 2015.

Having finished up all the new ranges for next year, the Fun Shack design team (pictured) is currently working on new designs for 2017/18 – including some special commissions for major customers.

This year has been full of success for the company, as it continues to go from strength to strength, with director, Harvey Felstone, calling it a 'cracking year'.

“We are building on this success to bring lots more exciting and original costumes to the fancy dress marketplace,” Harvey continued. “We understand that our customers want quality, value and innovation, and that is what we aim to provide at all times.”

show floor, leading attendees to the daily afternoon cocktail event, appropriately themed the Bloody Mary Mixer.

“We’re excited to offer the industry something new, something exciting during the show,” said Mike Carlucci of Urban Expositions. “The industry’s focus is on fun and celebration, and it was important to us that we make sure the show reflects this message, as well as provide an exceptional platform for doing business.”

For more information on the new attractions, the retail seminars or the show party, turn to page 27 of this issue.

Fancy Dress Fundraiser Alexandra Gallagher wore fancy dress every day throughout November to raise money for cancer charity Pancreatic Cancer UK, raising almost £2,000.

The 31-year-old, who launched a foundation in her late mother's name to raise awareness of the disease, took on the challenge of wearing a different fancy dress outfit each day. As a result, PR executive Alexandra has gone to work dressed as Spongebob Squarepants, Bugs Bunny, one of the Teletubbies and a unicorn to mark each day of November, which is also Pancreatic Cancer awareness month.

“It’s gone really well, so I’m chuffed,” she said. “I think dressing up as Audrey Hepburn was my favourite costume.

Everything feels much more glamorous.”

Right: Alexandra channels Audrey.

FOR SALE Well established fancy dress and party shop in west London.

All enquiries email agent: hans@huntersnet.co.uk

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The Jester Says

THE JESTER SAYS

Writing freely, from behind a magical cloak of confidentiality, The Jester draws on an entire lifetime of party experience to bring us controversial opinions, interesting viewpoints and all the latest industry gossip, fresh from the grapevine...

Inset: Santa still has a place in the modern world.

IT’S

s a m t S Chri -Again The Jester’s Christmas Joke

“

As a little girl climbed onto Santa’s lap, Santa asked the usual: “And what would you like for Christmas?”

The child stared at him open-mouthed and horrified for a minute, then gasped.

“Didn’t you get my email?

”

news that Asda decided not to be taking part this year. Even before our eventual Black Friday calm it seemed a strange decision, as they are owned by Wal-Mart, possibly the largest (American) retailer in the world. A few weeks ago I was wandering through the aisles of one of their vast stores, and there were definite signs of them heading for a Black Friday of sorts. Lines were already marked on the floors, so customers would know where to queue from for certain

‘special bargains’, and the aisles were stacked with pallets of goods wrapped in brown paper and marked ‘Do Not Open Before Midnight, Thursday 26 Nov’.

The only thing that I still cannot get used to is hearing ‘Let it snow, let it snow’ over the in store speakers while the outside temperature remains up in the 20s! While wandering round (in the sunshine!) I began thinking how strange it is that we party retailers all put so much time and thought into stocking birthday, party and Halloween decorations – but we are happy to sit back and let the garden centres monopolise the Christmas decoration market. I’m not saying that we should all start selling Christmas trees and tinsel, but maybe we should start to look at other things that we could stock.

Most of the items can be sold all year round, and not just over the festive period.

Inset: The retro appeal of a 70s foil curtain cannot be underestimated.

The Jester’s Christmas Rant

“

While watching the weather forecast on my local TV station, they showed fireworks going off around the country for Diwali. Now I think this is great and we should embrace all cultures and ideas, but do not try to make me say Happy Holidays! Merry Christmas and a happy new year to all!

”

are popular items that sell well and are worth stocking in all seasons.

While we’re talking about trying new things, why not consider offering disco lights or mirror balls – we have always done well with both of these. Think about it, where else have you seen these items sold locally to you, we are all looking for that little something that makes us as independent retailers, slightly different from the supermarkets and the multiples.

We all stock Christmas balloons so why not give these slightly different lines a try – they could be that extra boost of cash sales that you have been looking for. Maybe this year while visiting Spring Fair you can keep this in mind and put an hour aside to search for that ‘little something’ for next year’s Christmas that will make you that little bit different from the store up the road.

“

“W

ell it’s that strange time again – you know, the one between the adrenalin rush of Halloween and firework sales and the start of the Christmas and New Year rush. It’s also the time that I take a few days off and pop across the pond to spend thanksgiving with some American friends.

While most of the USA – and increasingly, the UK – grits its retail teeth in readiness for Black Friday, we on this side of the pond heard the

The first one that comes to mind is fairy lights. We have stocked these for many years and find that we can sell them all year – we sell just as many for summer barbeques as we do for Christmas displays. If you only want to try stocking a few, try your local wholesaler. They usually stock them and this way you could offer your customer base several different designs without the need to invest too much capital.

We have also found that foil curtain (sometimes known as slash curtain) is a great seller the whole year round.

This item has the benefit of being used by pubs, theatre groups, church halls, car showrooms, etc. It is a great way of quickly giving a room that special Christmas or 70s feel. Several companies stock these, which come in a variety of colours (although we find that silver is the most popular) and again these

NOVEMBER/DECEMBER 2015 PROGRESSIVE PARTY EUROPE

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Adding some accessories to this machine, will make it possible to print other objects like pens, t-shirts and mylar balloons.

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COSTUMES FROM A GALAXY FAR, FAR AWAY… THE NEW STAR WARS RANGE FROM RUBIE’S IS AVAILABLE NOW

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■ Baa-rilliant Smiffys is extending its best-selling Shaun the Sheep licensed dress-up range with some exciting new additions.

With stock due in shortly of a children’s and women’s costume, along with a separate headband, Shaun-fever is set to continue sweeping the nation.

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Thunderbirds are go! Unique Party’s brand new iconic licensed Thunderbirds range will be available in early 2016. With 16 different products in the line-up, it will be sure to wow the huge Thunderbirds fan base.

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■ Scream Machine From the iconic Scream television series

by Weinstein, these frightenenly good masks will be available via Palmer Agencies in 2016. Not only are they a cult purchase, but also the very depiction of Halloween itself. Pre-orders are being taken now as huge demand is anticipated.

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■ Galactic Greatness Feel the force with Amscan’s new licensed collection of Star Wars: The Force Awakens foil balloons. The range features new characters; BB8 the droid, leading female Rey and villain Kylo Ren in a variety of different formats from Mini Shape to impressive speciality SuperShapes

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■ The Good Dinosaur

■ Klopp in the Kop

Following the recently released film The Good Dinosaur, which is promising to be another Disney Pixar success, Qualatex officially licensed latex balloons are set to be a best-seller for retailer. The 11” latex design is a perfect party item, with dinosaurs always proving a popular theme for kids parties.

Mask-arade has just launched its official Liverpool FC Jürgen Klopp face mask. The German football manager makes for a distinctive mask, which is already proving popular with fans in the Kop. In stock and available to order, now is the time to cash in on Klopp’s strong following.

NOVEMBER/DECEMBER DECEMBER/JANUARY 2015 PROGRESSIVE 2010/11 PROGRESSIVE PARTY EUROPE PARTY

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Amscan has extended its highly desirable Valentine’s collection of foil balloons to contain fifty new options including the adorable Sitting Smiley Heart Guy Multi-Balloon and delightful Floating Love Multi-Balloon.

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Gemma is delighted to announce the signing of girls collectable brand Shopkins. For SS16 there is a full range of party-ware launching, including the core tableware items consisting of a tablecover, cups, plates, napkins, invitations and bunting. Also launching are some new formats including a plate and napkin pack, stickers and masks, foil banner / balloon pack and a ‘welcome to my party’ door poster.

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Seeing Cinderella

Leg Avenue’s sales show fairy-tale characters are always popular, with multiple interpretations of all sorts of storybook heroes and princesses, including the classic ones. This ‘Classic Cinderella’ dress fits in everyone’s imagination of the Cinderella tale. Even Miley Cyrus likes this classic version of Cinderella, she wore this costume during Halloween.

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Deadpool Day

Ahead of the highly anticipated Deadpool movie based on Marvel Comics’ irreverent assassin, Rubie’s is introducing a spectacular new adult costume which will have fans in a lather. This padded costume licensed by Marvel is a great representation of Deadpool himself, and you can finish off the look with his famous Ninja swords and backpack accessories available separately.

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Clowning Around

Pams is always on the look out for new lines and have just taken delivery of a great range of new accessories and novelty items. Many of the new lines are less than a pound and are a great add on accessory for your stores.

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Halloween & Party Expo

Inset: Visitors are strongly encouraged to wear costumes to the show and the new-look industry drinks party.

New Year’s PARTY

I

t’s the birthplace of jazz, the home of streetcars and is widely known as the most haunted city in America. So given New Orleans’ devilish reputation for rocking Halloween - it’s fitting that the biggest event in the trade takes place there.

Running from Friday January 22 to Monday January 25, the Halloween & Party Expo is returning to New Orleans for the second year after a storming debut in 2015.

Over 1,300 booths were packed onto the show floor, and at the close of the event, 80% of booth space had already been renewed for 2016.

For 2016, co-

owners Urban Expositions and the Halloween Industry Association will be working with a number of new partners to further build on the show’s market leadership.

Setting the stage for the products and services on the show floor will be the Halloween & Party Expo Haunted House. The event has teamed up with design company K.Studios to re-create a New Orleans cemetery faced with crumbling brick and plaster detail. Inside, themed characters will roam around, from zombies to Dia de los Muertos and vampires, to Frankenstein’s monster and werewolves.

Left: The Halloween & Party Expo returns to New Orleans for the second year in January.

Below:Expect to see a lot of these fellas roaming around the show floor.

educational platform for visiting retailers.

A series of 15 minute pop-up sessions will feature content from the likes of Refund Retriever, RETAILMavens, Coffee Mobile, Funding Source and international retail experts among others.

“Retailers are busy and have a lot of ground to cover while attending the Halloween & Party Expo,” says Kerry Bannigan, co-founder of the IRC. “Our sessions are designed to deliver quick education while also introducing attendees to experts and industry leaders who support merchants in achieving retail success.”

Visitors will also get the chance to get into the, ahem, spirit of thing themselves, with the organisers encouraging costumewearing at the new-look industry party, The Brewing: Boos and Booze.

“We’re excited for the 2016 event,” continues Mike Carlucci. “We’ve spent the last year talking with our customers to learn more about how we can design the show to ensure it meets their needs not only today, but prepares them for the future and I’m thrilled to see it all come together.”

Need to know: Independent Retailer Conference

Expo highlights New Product Awards – visitors are being asked to stop by the Celebration Hall and see the newest products for the industry, then cast their vote for the best new product. The first annual Halloween & Party Expo Viewer’s Choice Award Ceremony will take place on Saturday, January 23, followed by the ‘Bloody Mary Mixer’ cocktail hour.

Costume Parade – taking place on three of the four days, the surprise parade will wind its way through the exhibit hall.

The Brewing: Boos and Booze – taking place on the first night of the show (Friday January 22), the industry party is open to all badge holders in the Generation Hall. Music, dancing and drinks are promised, while costumes are strongly encouraged.

The leading event for the Halloween, party and celebration trade, Halloween & Party Expo helps the industry kick the New Year off with a bang. And 2016 will see a number of new innovations, too. Progressive Party takes a closer look.

In addition to this, a realistic 3D experience of a ghoulish figure will appear just outside the cemetery walls, thanks to holographic technology produced by Zebra Imprints.

“There is so much for attendees to experience, from the products, to education and events - and we’ve even added in some great surprise features along the way,” hints Mike Carlucci, vp of sales at Urban Expositions.

Meanwhile, the event has also partnered with the Independent Retailer Conference (see separate box out) to provide an

Taking place on Friday January 22 and Saturday January 23, the conference is entirely dedicated to the unique lifestyle and responsibilities of independent store owners.

With the core focus on running your retail business more successfully, the IRC aims to support both bricks and mortar and online retailers by offering support through various educational sessions.

Held directly on the show floor, the new addition will comprise quick pop-up sessions of 15 minutes, plus a ‘Power Hour’ each day offering a more in-depth look at the hottest topics of the day. Visitors will also have access to experts to help with their unique bespoke enquiries.

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BIG

The Big Interview: Rubie’s Masquerade and Mask-arade

THE Inset: With combined licenses such as Minions, the potential is huge.

INTERVIEW

Q Rubie’s Masquarade shocked the party industry with its acquisition of Bristol Novelty in 2014, a deal that has proven successful for both parties as well as their respective retail bases. Now Rubie’s have acquired popular Dragon’s Den reject-donegood firm, Mask-arade.

PPE finds out more about what this means for them, and for the retail trade.

Q

Let’s start with an overview of the history of each of your firms, can you tell us the background to Rubie’s and Mask-arade?

CI: Rubie’s was founded in New York in 1951 by Rubin Beige (Rubie to his mates) and his wife Tilly. They bought a shop in the borough of Queens and started selling jokes and candy, soon graduating to costumes accessories and then into costumes in the 70’s. Since then it has grown through organic growth and acquisition to become the world’s largest manufacturer and distributor of costumes and accessories. The European business started in 1996 in the UK and has since expanded through establishing its own companies in France, Germany, Spain, 26

Left (top): Chris Isitt, vice president, EMEA & Australia, Rubie’s Masquerade.

Left (bottom): Ray Duffy, commercial director, Mask-arade.

Portugal, Italy and Holland. Its main focus today is licensed product. Outside of Europe, Rubie’s also has businesses in South America, Canada, Japan, Hong Kong, China and Australia. Rubie’s employs over 2,500 people around the world, around 100 of which are in the UK. RD: Mask-arade was started with an idea in the pub between myself and my friends Dean and Chris. After testing the products at a football match and seeing sales success, Mask-arade was formed. The start-up company gained notoriety via an unsuccessful appearance on BBC 2’s Dragons’ Den. The Royal wedding (29th April 2011) launched Mask-arade to the front pages of nearly every major newspaper around the work and brought our products to the attention of major trade customers. We built on that success and derived a licensing programme that included One Direction, Mr Bean and Only Fools and Horses to name a few. Mask-arade is still the number 1 manufacturer and distributor of printed celebrity and character face-masks in Europe.

The acquisition wasn’t quite as surprising as the Bristol Novelty purchase, as the industry is aware that Rubie’s are on a huge growth curve. Please though tell us more about the thought process, and why both parties were excited?

Q

CI: Rubie’s and Mask-arade have been talking for a while and co-operated on some license related projects this year. There is a natural fit between the two companies and a common vision as to how they can work together as part of the Rubie’s family.

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The Big Interview: Rubie’s Masquerade and Mask-arade

RD: Rubie’s Masquerade and Mask-arade are both premium companies at the top of their respective professions, so the acquisition felt very natural. There are a lot of synergies that were apparent from the very start. Our simple but effective products fit well with Rubie’s broad portfolio and will help open up a new price point for customers.

Q

How will the companies run, both together and separately in the short and mid-term?

CI: Mask-arade comes under the immediate control of Rubie’s, linking in to on-going product development and licensing plans, but will continue to operate from its Southam base while current and future opportunities are assessed further.

RD: Mask-arade will continue run from its headquarters in Southam and be responsible for delivering high their products to existing customers. We will also be able to take advantage of Rubie’s unrivalled distribution network.

Q

How has the customer base reacted to the acquisition, and what benefits does it have for the average customer?

CI: From a product perspective, the Mask-arade range will benefit from access to the Rubie’s license portfolio and its sourcing base.

The customer will see a wider range at more competitive prices with almost immediate effect.

RD: Our customers have reacted very positively to the news of the acquisition. We have been able to re-cut our cloth, and that have resulted in us being able to reduce our trade prices by over 20%.

This has seen an increase in sales and has helped us gain some new and exciting major trade customers.

Q

Does the new partnership have scope to develop new lines, based on the huge popularity of face-masks and cut-outs?

RD: Mask-arade are always looking to introduce new products.

We will be able combine our resources and develop lots more innovative party products.

CI: Oh yes.

What opportunity does this have in terms of the global market, given recent successes with American licenses, NFL for example?

Q

RD: The global opportunities are huge and would not have been a realisable without Rubie’s. Mask-arade will continue to seize opportunities and actively drive sales in to new markets.

CI : Mask-arade has operated mainly in the UK, so the immediate task is to leverage the brand in to both Europe and the US. Rubie’s existing distribution base is an ideal vehicle to make this happen.

Mask-arade will continue to develop product that is suitable for all of these markets.

Inset: The question is, who will be Del Boy and who will be Rodney?

It’s clear that Rubie’s position as a dominant character licensee will have benefits for Mask-arade. But could this also see Rubie’s looking at non-character licenses, given Mask-arade’s success with cult figures, sports heroes, and celebrities?

Q

RD: Mask-arade will continue to jump on a hot trend or exploit the must-have face. We are already working with Rubies companies around the world take advantage of local culture.

CI : There’s a clear distinction between the type of product Mask-arade makes – i.e. the facial recognition of the character - and the Rubie’s line which is based on what they wear. Where there is the opportunity to viably maximise both angles, it makes sense to share development resources.

What have you discovered about working with each other so far? Can you dish the dirt on any guilty pleasures that had been kept schtum?

Q

CI: Everyone at Rubie’s continues to be in awe of how Ray has almost single-handedly managed the commercial aspects of the Mask-arade business over the last few years and driven the company to the position it is in now. This will only get better now that Ray has discovered the power of the doughnut…

RD: Chris is a massive Chelsea football fan. But maybe it isn’t much of a secret given the signed life-size Jose Mourinho that stands proudly in his office. (Life-size Jose Mourinho standees available for www.mask-arade.com). He may or may not be stored in my phone-book as ‘The Special One’.

Q

Finally, what face-mask would you choose for each other, attending a party, and why?

RD: For Chris? No contest… Jose Mourinho!

CI: Somebody mentioned Mr Bean the other day. I hadn’t spotted the resemblance and probably would have gone for One Direction’s Zayn as I know there are a few masks of him still knocking around in the warehouse.

Left: The Royal Wedding was a launchpad for success at Mask-arade.

NOVEMBER/DECEMBER 2015 PROGRESSIVE PARTY EUROPE

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Carnival Special

Carnival, Carnaval, Karneval, Mardi Gras, Fasching...call it what you will, the tradition is known as a time of excess, merriment and celebration.

Dating back millennia, the custom has varying histories and conventions all across the world.

Progressive Party finds out more...

Celebrating

‘C

arnival’ is a Roman Catholic tradition, incorporated into the Christian calendar and celebrated worldwide, from Bavaria to Brazil and from Louisiana to Luxembourg. In New Orleans they call it Mardi Gras. In Europe, there are several customs that fall under the umbrella of Carnival. Germany has at least two, including Karneval in the Rhineland region and Fasching in western Germany. Even in the UK, we have the more modestly celebrated ‘pancake day’!

Carnival is associated with the fasting and religious obligations surrounding the season of Lent in February and March.

On the days before fasting, all remaining winter stores of lard, butter and meat would be eaten before it started to rot and decay. A Carnival feast was the last opportunity to eat well before the time of food shortage at the end of winter.

Livestock would need to be replenished, so there would be no meat for some time, giving Carnival its name. The word itself is derived from the Latin expression carne vale, meaning ‘farewell to the flesh’.

So Carnival, also known as ‘the Fifth Season’, was the last chance for 40 days to eat, drink and be merry!

Don’t Forget BalloonsP Pioneer Europe Ltd. has updated and refreshed its Qualatex collection of Masquerade balloons to enhance any party decor. The Carnival designs are now available in a 22” Bubble Balloon, an 11” latex, and a 3” latex.

Carnival

Followers of the Catholic religion started the tradition in Italy over 5,000 years ago, before it spread to France, Spain, and other Catholic countries in Europe. Then, as the French, Spanish, and Portuguese began to take control of the Americas and other parts of the world, they brought with them their tradition of celebrating Carnival.

Other theories date it back even further. Some believe that the festivities are rooted in ancient Greek celebrations for their god of wine, Dionysus, while others trace them back to pagan customs of driving out the evil spirits of winter.

Whatever the beliefs of origin, the event became a series of street parties and balls in many countries.

Revellers are said to have worn masks and costumes so all classes could celebrate together and poke fun at authority without revealing their identities.

Most Carnival events take place sometime between February and May. The date of the main event varies, not just from country

Left: Opposuits Harleking costume.

Suit Up, Suitors!

Opposuits are a popular choice for Carnival celebrations around the world. Harleking is a design that works for Mardi Gras in America and Carnaval in Europe.

It’s in danger of selling out so order now to avoid missing out! to country, but from region to region, each with its own traditions, customs and roots. The celebrations usually includes any combination of dressing up in elaborate costumes and masks, processions, pageants, fireworks, music, dancing, comedy, eating and drinking.

That’s a lot to fit into one day, so the season can last anything up to a month.

Each country or region will host its own parades and parties, some

Left: Pioneers Carnival range.

Right: Military costumes in Germany.

NOVEMBER/DECEMBER 2015 PROGRESSIVE PARTY EUROPE

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Carnival Special

themed, some following centuriesold practices. As a party retailer, you can probably see the attraction, so Progressive Party takes a closer look at how the world celebrates Carnival...

GERMANY Carnival in Germany and German speaking countries is known as by many names: Fasching, Karneval, Fastnacht and Fastelabend to name a few. They are all one and the same thing: pre-Lenten festivities celebrated in sumptuous style in predominantly catholic regions. The oldest surviving records of Carnival in Germany date back to 5 March 1341 and were found in Rhineland, the home of Karneval.

The Carnival capital in Germany is Cologne, followed by Düsseldorf and Mainz. Cologne boasts the longest parade, where over one million people line up along Main Street waiting for it to pass by. The parade lasts around five hours, covering a distance of four miles.

The procession itself is kilometre long!

Traditions differ throughout the country – Karneval customs date back to 1794 when Rhineland was occupied by the French. Military-like costumes and Right: Boland’s plush cow is a fun Carnival outfit.

Moove Over Mark Brett, UK agent for one of the leading suppliers of party products in Europe, Boland, says themes in Germany vary from community to community, but their best selling items for Carnival celebrations have included everything from plush animal costumes to Scottish kilts and...white disco boots! parades, and ‘fool’s greetings’ such as Kölle Alaaf! meaning ‘Cologne above all!’, were originally a way to ridicule the French and later the Prussian military. Napoleon’s military costumes are still a popular choice for revellers today.Celebrations in the Fasching and Fastnacht regions tend to focus on more traditional masks and dressing up as devils, fools and wild beasts. This is said to be a reflection of the pre-Christian roots of the SwabianAlemannic carnival. In ancient times these figures and masks were part of an effort to drive out evil spirits in the dark of winter.

However, the centrepiece of the carnival’s proceedings is a parade of clown-like performers known as Les Gilles. Making their appearance on Shrove 4 February - Dirty Thursday, also Women’s Carnival Day Tuesday, Les Gilles are known for their 5 February - Sooty Friday medieval costumes with 6 February - Greasy or Schmaltzy Saturday lace cuffs and collars, wax masks, feathered 7 February - Sparks Sunday, Carnival Sunday hats and wooden clogs. or Schoduvel (‘scaring away the devil’) They are up to one 8 February - Rose Monday or Carnival Monday – highlight thousand participants of the Carnival season in many European countries in the parade, 9 February – Mardi Gras, Shrove Tuesday or Fat Tuesday predominantly – highlight in New Orleans, Venice and Rio de Janeiro male and ranging in age from three 10 February - Ash Wednesday - first day of Lent to 60 years old. and usually the last day of Carnival season

CRAZY DAYS OF CARNIVAL 2016

FRANCE The Nice Carnival lasts fifteen days and is one of the world’s major Carnival events.

The festival is a riot of colour, with more than one thousand musicians and dancers from around the world. Held annually on the French Riviera, records date it back to 1294 when the Count of Provence, Charles Anjou, spent ‘the joyous days of Carnival’ in Nice.

A highlight of the carnival is the ‘bataille des fleurs’ (flower battle). Mimosas, gerberas, and lilies are thrown out into the public from floats decorated with stunning floral displays.

It’s a tradition that started because the elite apparently didn’t like being hit with eggs and vegetables! It is said that Queen Victoria herself once participated, throwing flowers at young soldiers.

The Dunkirk Carnival is another big French event and is ranked among the greatest and most exuberant carnivals celebrated in Europe. It dates back to the 17th century when fishermen went from one café to another, accompanied by their relatives

and friends, sharing the last of the fish before departing to Icelandic fishing grounds to replenish. The celebrations were linked to Carnival as everyone was able to enjoy the countdown to Lent.

ITALY The most famous Carnival celebrations in Italy are held in Venice, Viareggio and Ivrea.

Carnival in Venice was first recorded in 1268, possibly making it the oldest recorded carnival celebration still in existence. It started as an underground movement in defiance of Italy’s many laws attempting to restrict celebrations and the wearing of masks.

Ironically, Venetian masks are now the quintessential icon of the Venice Carnival.

The Carnival of Viareggio is a month-long event, characterized by its parade of floats and masks caricaturing politicians, actors and other famous figures. The first Viareggio parade was held in 1873 as a sign of protest against high taxes, with masks worn by the wealthy middle-class to hide the fact that they were refusing to pay their taxes!

The Carnival of Ivrea is famous for its Battle of the Oranges. The festival commemorates the city’s liberation from a tyrant, a member of the ruling family who attacked a young woman. She is

BELGIUM The biggest Belgian celebration, the Carnival of Binche, dates back to the 14th century and takes place each year in the town of Binche during the three days preceding Ash Wednesday.

Sunday is the main day for dressing up, music, dancing, and marching.

Right: France – Nice carnival - flower battles.

Far right: Belgium – Binche - Les Gilles.

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Carnival Special

Above and right: Carnival around the world sees many trends from local produce celebration to traditional masquerade.

said to have subsequently decapitated him and the townsfolk burned the palace down! Today, the battle is fought with fruit between ‘the people’ on foot and ‘the troops of the tyrant’ on carts.

NEW ORLEANS Mardi Gras is the world famous New Orleans Carnival. Its roots lie in medieval Europe, thanks to FrenchCanadian explorer Jean Baptiste Le Moyne Sieur de Bienville. On 2 March 1699, he arrived at a plot of land sixty miles south of New Orleans, and named it ‘Pointe du Mardi Gras’ when his men realised it was the eve of the festive holiday. America’s first Mardi Gras took place that night.

However, the earliest reference to Mardi Gras ‘Carnival’ appears in a 1781 report to the Spanish colonial governing body. That year, the Perseverance Benevolent & Mutual Aid Association was the first of hundreds of clubs and carnival organisations formed in New Orleans.

In the early 19th century the city prospered from cotton and sugar cane production, so by the late 1830s, rich plantation owners rode on floats during Carnival season, throwing money and jewels to the ‘poor people’. Huge (though not by today’s standards!) street processions with carriages and horseback riders took to the streets to celebrate Mardi Gras, with gaslight torches, or ‘flambeaux’, lighting the way in the days before electricity.

Today, hundreds of ‘crews’ ride on dozens of floats during the parade throwing throw toy jewels to spectators. New Orleanians call it the ‘Greatest Free Show on Earth’.

Super-Size Me...

Carnival is one big holiday in New Orleans - literally! ‘Fat Tuesday’ was made a public holiday in Louisiana in 1875 and is now called ‘Mardi Gras Day’.

The Balloon Party Michelle Comerford, Pioneer Europe’s head of sales and marketing, told PPE “balloons have proven just as popular as costumes and decorations for Carnival celebrations. We are expecting a big increase in demand for our Mardi Gras balloons, thanks to the World Balloon Convention, taking place this year in New Orleans”.

The season officially starts at Twelfth Night, or twelve days after Christmas on 6 January (Epiphany), with a masked ball. The parties continue with over fifty parades throughout February and March. The main events leading up to Lent last five days and reach the climax on Mardi Gras Day .

noon on Friday and noon on Ash Wednesday, which marks the beginning of Lent, Much like the people of New Orleans, Brazilians often refer to it as the ‘Greatest Show on Earth’. Carnival was first recorded in Brazil in 1641, when John IV of Portugal was crowned King and parties took place on the streets to celebrate.

Dating back to 1723, the biggest carnival in Brazil is held in Rio de Janeiro. It is a world famous festival and considered the biggest carnival in the world.

More than five million people hit the streets of Rio every year.

Rio Carnival is all about the spirit of harmony and community, and it generates the now familiar and colourful scenes of huge crowds, dancers, sequins, masks and feathers. Smaller street festivals take place all over the city during the five day celebrations.

Well known for its parades and balls, music and dance are the biggest features of the carnival, in particular ‘Samba’, a Brazilian dance with African influences. In fact, the lively Rio Samba Parade, held at the 70,000-seat Sambódromo stadium, is the biggest attraction of the whole carnival. It is a highly orchestrated event, spread over several days, with a different group of ‘Samba schools’ taking part each day. Each school, with up to 2,000 dancers, represents a particular neighbourhood in Rio. It is a competitive business, with schools preparing all year round for this one event and all vying for the championship title! Winners are chosen based on the originality Left: Rio Carnival Samba school dancers.

Below: Mardi Gras in New Orleans.

Traditional colours for the Carnival are purple, green, and gold, chosen in 1872 to honour the house colours of visiting Russian Grand Duke Alexis Alexis Alexandrovich Romanoff.

BRAZIL Carnival in a major part of Brazilian culture - it is celebrated in just about every state. It takes place between

and creativity of the theme of the float, music, costumes and dances.

So Carnival is truly a time to come together, celebrate and party to excess!

Now, how can we just encourage people in the UK to be a bit more passionate about pancake day...

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How Was Halloween?

Inset: The ever-popular Day of the Dead theme.

FEEDBACK Halloween 2015 fell on a Saturday – something that we won’t see again until the year 2020. How did that affect the party industry? What were the big selling products and did the hype around Day of the Dead come to fruition? PPE picked up the phone to find out the scores on the doors.

Halloween Best Sellers There is never any real concern that Halloween won’t be a profitable season for the party trade, be it for retailers, suppliers, wholesalers – or indeed the local watering holes and nightclubs. What does make a difference, though, is the day that the spooky night itself falls on. The trade was blessed with a Saturday this year, bouncing over to Monday in 2016. The opinion on the difference it makes is widely contested…

Charlotte Cox marketing manager, Amscan “We predicted Halloween to be a bumper event this year with the October 31 landing on a Saturday and Charlotte Cox it definitely lived up to its expectations. We doubled sales compared to last year, selling-through many lines including our best-selling costumes such as Creepy Carnevil and anything Day of the Dead themed.

We began taking orders for Halloween at the Spring Fair back in February, with the majority of orders being placed throughout September and into October, right up until a couple of days before the occasion.

Our best-selling item was a men’s dark phantom costume; it is a simple all in one outfit offering great value for money. Also our black glitter chandelier decorating kit was a surprising top seller, suggesting spooky decorations with a hint of glamour are a popular partyware choice.“ Above: Amscan’s Day of the Dead was a great success.

Sergio Battaner, sales and marketing director, Palmer Agencies “Halloween paid off to those who took the risk. This, according to many retailers, was the best Halloween in at Sergio Battaner least a decade, with some categories proving big winners such as make-up, accessories, home décor, and masks. There will some very strong performances in core categories like costumes – but not in all categories – for example female costumes were slower than anticipated.

Our strongest performing products were definitely from our make-up and special effects range – in particular our Zipper kits were hugely popular according to our online and traditional retail clients. We’ve already received a substantial order for this line in advance of Above: Palmer Agencie’s Zipper kits were a huge seller.

Halloween 2016.”

Jeffrey Fearnley Fun Shack “Everyone at Fun Shack was delighted with this year’s Halloween, which saw sales increase dramatically. I believe that this was due to both increased interest in Halloween and Fun Shack’s Jeffrey Fearnley particularly strong range.

There was definitely a real buzz across the country throughout October and it is clear that interest in Halloween is growing year on year. October 31 falling at the weekend this year also gave sales a real boost. The Fun Shack design team produced a terrific range of costumes and the whole Fun Shack team were really pleased with the results.”

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How Was Halloween?

Chris Isitt, vice president, EMEA & Australia, Rubie’s Masquerade

Chris Isitt

“Feedback from our retail base this year was of a good Halloween.

An amount of our customers did though tell is that it didn’t quite live up the hype of the weekend dateline that had been Above: Rubie’s are seeing hyped-up in advance. But it was still a superheros and princesses as spike for sure, versus previous years. acceptable at Halloween.

Sell through has been very good indeed.

Traditional themes worked very well. Non-traditional costumes seem to be making a way in though, with princesses and superheroes being perfectly acceptable for aspects such as trick or treating.

We are indeed seeing the trend for accessories being as important as the costume itself, and we will be developing many new lines to help retailers capitalise on this in the future.”

Bhupendra Maisuria, director, Escapade Fancy Dress and Party Store Halloween was good for us, we did have some growth. There were no particular key lines this year that Bhupendra Maisuria out-sold another, it was a pretty broad sales range. Though, a lot of more ‘fun’ costumes from the United States sold well, such as California Costumes and Forum Novelty ranges, in addition to solid UK supplier lines from Rubie’s and Smiffys.

Escapade try to be individual with ranges. We trade both online and with our London retail store. The shop was crazy busy, with queues and atmosphere and fun – culminating in very empty shelves! Our internet

site was explosive too, of course. People are still buying accessories in good numbers but actually our costume line sales haven’t decreased at all – in fact they are being propped up with wider orders including more props and decorations that previously sold.

The Saturday made home parties more viable for consumers. I have no real concerns about the Monday date line, though I will check my stats shortly! This year was fairly flat the weekend before, then the Monday of Halloween week was once again a huge last minute spike. Potentially Monday could mean shopping the weekend before, so it may even help me more-so than this year, with potential for two weekends of parting.

Here’s hoping!

Chris Bater, joint managing director, Bristol Novelty “Halloween was better than expected. It was as good as any Halloween we’ve had, but it was Chris Bater a Saturday night so we’d expect nothing less. Our retail reports are all pretty positive, either the same as last year, and with some occasional good increases thrown in for good measure.

We didn’t notice any particularly trends in terms of our own product range. Where as in previous years there have been trends – be it Zombies or whatever, this year was quite a cross-spectrum of product, no particular trends that have surprised us.”

Stuart Wheeler, account manager, Delights Direct “Halloween was great for Delights, really very busy.

You could definitely feel the Saturday factor, though the rush was a bit later this year – but believe me it was still a rush! Even in the last two weeks we were fulfilling huge orders for retailers. Even allowing for next year’s Monday date, my gut feeling is that the market is still growing, and Halloween is still a growing celebration, so I’d still expect growth.

One particular best seller for Delights this season was the Day of The Dead themed items.

We saw really strong sales across all product lines - tableware, decoration, and costumes.

Below: Delights Direct saw a huge demand for Day of the Dead product, in all categories.

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Zorg Voor Party

The Dutch are well famed for living carefree and enjoying the perfect party lifestyle. Having received a report about one Haguebased retailer setting a new standard, PPE set out to find out more about what makes Zorg Voor Party the queen of fancy dress in Holland.

P

arty product retailing in Europe is not hugely different to that of the high street in the United Kingdom.

With worldwide, seasonal trends such as Halloween, Christmas, and Mother’s Day being present almost globally, you’d be forgiven for thinking it was business as usual. It is, but this particular Dutch retailer has a knack for sniffing out local business opportunities, and a panache for product like nothing PPE has ever seen before.

In 2003, Inge Coomans founded a craft and hobby store in The Hague, Holland, north of Rotterdam and south west of Amsterdam. The mantra of the store was to be a retail outlet for “All that you can do with your hands,” says Inge. Having worked in a care home that supported mentally ill patients, Inge was also keen to somehow involve the less-fortunate in the business. The retail name was born out of this, with ‘Zorg’ translating quite literally to mean ‘care’, with part time jobs being given to those same patients who wanted a role to play in normal life.

“Around four years later we realised we needed some change, as working with just hobby and craft items was quite a limited market,” says Inge. “I had previously worked in a party store so I knew the product well, and I loved all that it had to offer – so it was a natural move for us to expand into that sector.”

38

THE FANCY DRESS

Queen Left: Inge Coomans with local celebrity.

Some 12 and a half years later, Zorg Voor Party – Care for Party, is now the leading party retail business in The Hague, and potentially the north of Holland, boasting an unrivalled reputation for being all things party. In addition to running a traditional bricks and mortar store for fancy dress and party goods, Inge and her team of four staff

also boast an ongoing order book for commissioned balloon decorating work.

Inge explains: “We’re very close to a number of business districts, which provide lots of work at corporate events. We are also lucky to be on the coastal line, which we exploit to its fullest potential with the clubs and bars – especially during summer.”

In quite impressive fashion, Inge and her team visit fashionable night-spots and beach clubs prior to the summer season, presenting them with printed examples of party set-ups and balloon decorating options. Those same premises offer these to private clients, resulting in a huge amount of repeat business all through the summer season. An impressive level of business acumen that many local party

Right: The Zorg Voor Party team and friends.

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Zorg Voor Party

Above: A Zorg Voor Party team-member in Halloween spirit.. Right: Examples of the store’s balloon decorating abilities. Below: The blood fountain, part of the Halloween preview night.

retailers could consider, particularly in seaside towns and student cities.

Like many party retailers though, Halloween is still the single biggest revenue generator for Zorg Voor Party.

Inge and her team of product experts plan the season well in advance, ensuring they use every possible opportunity to generate new revenue.

“For this year, we held a Halloween preview night on October 16, giving customers a chance to get excited about the oncoming nights, and order their product in advance. We had a local face-painting expert on site to offer free demonstrations – which was so good that customers were happy to spend over €100 in some cases, purely on make-up and special effects,” explains Inge. “We also had food and drink on offer at no charge, including blood themed cocktails, and a blood fountain!”

Halloween is another season that is particularly kind to this retailer, as the store is in close proximity to a

number of popular residential areas for ex-pats from both the United States, and the United Kingdom. Location obviously pays dividends for Inge and crew, but it doesn’t stop them from profiteering in more national events too. Carnaval is another big opportunity for European retailers, but with local events taking place in the south of Holland, how can a store in the north still take part?

Inge explains that before partygoers venture to Southern towns where Carnaval events are held, they still rely on this local store for their costumes: “Carnaval is just a great time because customers can be whoever they want to be, it is three or four days of drunken fun, where you can wear whatever you want without restriction.

You can be Popeye or you can be a bottle of beer, or whatever you want! The atmosphere is fantastic, with all kinds of cars and moving displays. – it’s all welcome at Carnaval,” Inge jovially states.

With so many business plans to cover key seasons, you’d be forgiven for thinking that on any normal day, it was business as usual. The store is purposefully painted black throughout, in order that the vibrant colours on party-ware and costumes stand out.

The re-fit and decoration took place two years ago, with assistance from local party product supply company Folat. The whole retail experience is based on trying to be “the best party retailer possible”, something which appears to be working out as a truly successful philosophy.

Right: Inge loves to road-test products with friends.

Below: A professional face-painter during the store’s Halloween preview night.

Inge continues: “Exhibitions and suppliers help us to monitor current trends, but as we can’t make every show, we have other sources too.

One of my friends works as a daycarer for children, so she keeps me updated on what kids want, and what’s is popular on television. It’s impossible to watch every television series and every film, but if you talk to your friends and listen to your customers, that is all the information you need. Right now, it’s all about the Minions – across all product ranges.”

It’s clear that Zorg Voor Party is a business run from passion and product knowledge, led by industry expert Inge. With a stock control plan based on “If it’s fun, we have it”, who are we to argue…

“I work closely with as many suppliers as possible,” Inge tells PPE. “We have great relationships with many key domestic partners such as the Folat guys, Boland, and Funny Fashion – plus UK suppliers such as the brilliant Palmer Agencies, Smiffys, and Amscan. We visit them at Spielwarenmesse every other year, but I also hope to visit the Halloween and Party Expo in New Orleans someday.”

QUICK FIRE ROUND Favourite outfit:

At Halloween, a catsuit with bones!

Favourite Season: Halloween, still.

Current Product:

Honey-comb fans from Folat, we love them!

Trusted Seller:

Spider-man costumes, when will they ever not sell? And Minions. We cannot get enough Minions products.

Hope for the industry:

I’d like to see party stores to work together, small independent stores to represent the trade well, in order to beat the major retailers offering what I think is cheaper product.

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Festive Parties

Inset: Santa getting into the festive spirit.

There is so much more to December than your standard twelve days of Christmas.

The whole month is awash with office parties, kids parties, Christmas festivities, New Year’s Eve parties and masquerade balls. So what last-minute preparations can you make to ensure those goose will be a-laying in 2015?

Ding Dong

Merrily ON HIGH

P

arty retailers everywhere are hoping for a bumper year this Christmas and New Year’s Eve. According to VerdictRetail.com, the tills are set to ring over the 2015 festive period as Q4 spend reaches £92.1billion - the biggest Q4 ever. But just how much of that will go to the party industry?

Whilst you may have been planning and preparing for this time of year for months, Joe Public hasn’t - lots of the little extras are left right up to the last minute. It’s up to you to capitalise on those opportunities!

And there will be plenty of them... ladies will be dancing, lords will be a-leaping, and they will be all looking to party retailers to Right: An 18 inch Olaf foil balloon from Amscan, one of a variety of new balloons for this Christmas.

With regards to partyware “ we are seeing a trend towards a more traditional colour scheme this Christmas with a preference for green, red and white coloured decorations and tableware.

”

Charlotte Cox marketing executive, Amscan 40 PROGRESSIVE PARTY EUROPE

40-41_43_Christmas.indd 40

make their event go Below: Perfect for New Year off with a bang. Just celebrations Widmann srl & Sancto’s masquerade masks. because it’s as cold as Jack Frost outside doesn’t mean December can’t be merry and bright.

We all know that festive parties need decorations, tableware, balloons and wearable accessories.

Most people won’t have even considered those yet, or at least many won’t buy them until December, so you have to make sure you’re prepared.

We know it’s not possible to stock the whole range for every single theme and trend out there, so here are a few ideas and tips for last-minute buying over Christmas and NYE 2015...

When it comes to innovative ideas and trends, Amscan knows Christmas. Its marketing executive, Charlotte Cox, tells us: “With regards to partyware we are seeing a trend towards a more traditional colour scheme this Christmas with a preference for green, red and white coloured decorations and tableware.

Our new holly and snowman designs

Sorted By Sancto “Christmas and New Year will always be the season which separates the ultra organised with those last minute panic buyers, even it appears in the party and fancy dress market.

Whether it’s the last minute shoe covers for the elves and Santa’s beard for the grotto, or the glitzy masquerade masks and sequin dresses for New Year celebrations, Widmann Sancto International are sure to have it covered.

We have plenty of accessories, everything from glasses, quality wigs, beards, belly stuffers and boot-covers, not forgetting novelty head boppers and sexy stockings in lots of colours and styles.”

Anna Solly, Sancto International fit this trend perfectly and include handy containers perfect for family parties. Snowflake decorations are also a very popular choice to transform a setting into a winter wonderland.”

Charlotte also knows from experience that festive wearable accessories are a

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07/12/2015 11:45

Festive Parties

Don’t Forget an Angel “If you’re looking for stocking fillers with a difference, you can’t do much better than a temporary tattoo from Tinsley Transfers. With everything from extra large wings to tough looking skulls and tribal tatts, Tinsley Transfers are a great gift that anyone would be delighted to wake up to on Christmas morning.”

Emma Angel, director, Angels Fancy Dress popular last minute purchase, adding a touch of fun to any Christmas celebration. She advises that: “Keeping well stocked on items such as Santa hats, headbands and festive glasses is key as these items can fly off the shelves once the Christmas celebrations begin.

We have added a whole new range of hats this year providing a great choice for all price points.”

Balloons are another lastminute purchase over Christmas and New Year. Anna Hickman is the marketing communications manager for Pioneer Europe, and points out that Christmas and New Year are big seasons for balloon décor. Their latex, foil and 3D designs are already proving a big hit. Anna revealed the top three trends they have seen so far this year: “The Scandinavian look, with our Above right: Classic Cinderella costume from Leg Avenue. Below: Assorted Half mini hats from Amscan International guaranteed to get any party started.

Right: The ever popular Frozen theme party plates from Unique.

new Merry Christmas Nordic pattern foil; the snowflake design, thanks to the Frozen phenomenon; and traditional red, white and green”.

Charlotte at Amscan agreed: “Balloon trends for Christmas are largely family friendly designs using a colourful palette that will brighten any setting. With this in mind we have added a variety of new foil balloons for this Christmas featuring cute designs including; the Christmas Scene Orbz, Smiley Snowman SuperShape and Santa and Reindeer Sing-A-Tune balloon.”

On the big day itself, everyone likes a Christmassy dinner table.

Tableware is at its most popular at this time of year. Sophie Robinson, marketing assistant for Unique Party, believes they have the perfect themes for Christmas, from the loveable snowman to classic holly designs. Sophie tells us: “Unique Party can cater for all customers’ tastes with a wide selection of Christmas tableware ensembles.”

So you should be covered for last-minute Christmas sales now, but just a few days later it all starts again... it’s New Year’s Eve and another round of celebrations and parties begins. Ringing in the new year tends to be a

Party “canUnique cater for

all customers’ tastes with a wide selection of Christmas tableware ensembles.

”

Sophie Robinson marketing assistant Unique Party more glamorous affair than Christmas, with themes including anything from 1920s to masquerade. Indeed, head of marketing and communications at Leg Avenue, Joyce Mallo, has seen masquerade as the up-and-coming trend this year: “I think retailers can tempt and inspire their customers by creating a glamorous New Year’s Eve display of lacy masks, which also make a perfect stocking filler - a fun, affordable and unique gift.”

Charlotte at Amscan agrees that NYE is usually a more glitzy affair, pointing out that trends for New Year’s Eve parties this year feature a sophisticated colour scheme of silver, gold and black. Telling us about their own ranges, Charlotte says: “We have Below: A traditional Christmas scene featuring Santa on his sleigh from Qualatex.

extended our collection of coordinating decorations with new banners and hanging decorations, in particular the fluffy decorations with danglers add a contemporary twist to the occasion.

Balloon designs for New Year’s Eve also include the trend for a gold, black and silver colour scheme in addition to brightly coloured options providing a stunning firework effect.”

If Christmas and New Year’s Eve 2014 wasn’t exactly jolly for you, you can’t let the ghost of Christmas past get you down. As long as have décor, tableware, balloons and accessories covered, the festive period should leave you rejoicing in the season.

Make your resolutions early this year... to have a fabulous Christmas and New Year’s Eve 2015.

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Festive Parties

Festive Parties

Your celebrations won’t go down like a lead balloon if you buy Qualatex balloons.

Add some pizzazz to the party with this vibrant Happy New Year balloon available from Amscan.

This Smiley Snowman foil balloon by Anagram will lighten anyone’s spirits this Christmas.

Strong festive-themed collections from Unique.

Angels’ elastic wings transfer from Tinsley Transfer bringing the Christmas angel to life.

This ‘Daring Venetian’ from Leg Avenue masquerade mask is perfect for New Year’s Eve.

These great value felt antler headbands from Amscan make a great impulse buy.

Sancto’s Santa without a big white beard and sack full of presents just isn’t Santa.

Set the scene for a stylish New Year’s celebration with these new fluffy decorations from Amscan.

Get the party started with Pams Christmas and New Year’s Eve range. What’s a party without a party popper from Pams.

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Best sellers CAT E G O R Y

Costumes

M A N UFACTURE RS / RANGES

Smiffys, Wicked

Cathi Cowan / Edinburgh

Located in Grassmarket area of Edinburgh, we are specialists in make-up, hats, wigs, magic,costumes and most especially...fun!

COMMENT

Day of the Dead costumes were a very popular alternative for both men and women this year.

Accessories

Smiffys

Sold out of both make-up and the veils with flowers and couldn’t get more!

Wigs, hats

Bristol Novelty

Lots of Donald Trump’s for Halloween with the blond male wig, and Bristol’s black long wig was a huge seller.

Latex masks

Creative Collection, Bristol Novelty

Sold lots horror masks but also as many animal masks - the brown horse mask is a favourite.

Super hero costumes

Rubie’s

These are a best seller at all times of year, but Alice was terrific for Halloween.

Wings and horns

Bristol Novelty, Wicked, Smiffys

Completely sold out of black feather wings and the new black horns from Smiffys.

Contact lenses

Mezmereyez

Despite the negative press, we sold as many as usual.

Special Effects

Pams, Snazaroo

Totally sold out of green hairspray, I didn’t see that coming! Caused by the Joker. I did have enough Snazaroo though in both shops.

The joke shop had a great year for make-up. Over-head masks, decorations and all props were in demand. Our costume shop had a tougher time with competition from pop-up shops nearby. Day of the Dead was a hit... we sold out of make-up, hats, masks and costumes, with a mad rush last minute.

Carnival Costumes CAT E G O R Y

Angela Wakely/ Bristol

M A N UFACTURE RS / RANGES

In suburb of city but on main road with free parking nearby. Established nine years, we are a hire passionate about children’s wear!

COMMENT

Male and female costumes - clowns

Bristols Novelty, Widmann, Guirca

Scary clowns were popular this year. Seemed to be the theme of the year.

Accessories - clown masks, wigs, make-up

Creative Christmas

Random events all wanting clowns.

White make-up

Bristols, Sancto

Sold out completely of all sizes! Tried to sell grey or green for zombies to save the white.

These have been selling fast since we introduced them in March.

Male and female, children - zombies accessories

Bristols

Zombie walk every year for last four years.

Through Bristol town centre and event at zoo.

Masks - clowns

Zagone

Fabulous masks that we’ve been selling for 7 years. Quality latex and light-weight.

“ 44

Smiffy’s

Widmann

Bristol Novelty

We had a great Halloween! Different to previous years. Not as many zombies. This year’s was all about scary clowns! Lots of local parties on both Friday and Saturday. We converted the shop to focus on Halloween, dressing it with cobwebs, spiders, bats, masks, you name it.

“

“

Bristol Novelty

“

AhaHaHa Jokes and Novelties

October is a great month for party retailers thanks to Halloween, a growing tradition that involves parties, dressing up and lots of accessories! We talk to some of our retailers to find out what the big trends and popular items were for Halloween 2015...

PROGRESSIVE PARTY NOVEMBER/DECEMBER 2015

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Best sellers

continued

M A N UFACTURE RS/RANGES

COMMENT

Male costume

Opposuits

Bloody Harry and Pumpkin were the most popular. Big local functions that lots of people dressed up for.

Female costume

Pams, Bristols, Smiffys

Lots of parties had the Day of the Dead theme and it appealed to all ages.

Boys costumes – Grim Reaper

Bristol, Wicked

Trick or treating and parties – lots of kids were doing both. Trick or treating is big in our area.

Accessories – face paint, liquid latex, blood

Bristol, Wicked, Smiffys

Accessories flew out of the door this Halloween! People went big on face paints this year.

Coloured hairspray

Bristol

Black for Draculas, green and orange for witches.

Contact lenses

Mesmereyez

Sold very well despite bad press – we had safety info printed out and available.

“

Opposuits

Very good Halloween, the best in a few years. The Saturday factor definitely made a difference, there were more local parties than ever! Day of the Dead was our biggest theme this year.

Fancy That, CAT E G O R Y

Hazel Hosking/ Lower Vauvert, Guernsey M A N UFACTURE RS/RANGES

Only fancy dress shop in town! Established quarter of a century – we’re coming up to our 26th Christmas!

COMMENT

Fake tattoos

Tinsley Transfers

Sold out all except ones in window that I couldn’t reach! Skulls were particularly popular.

Contact lenses

Edit

We’ve sold these for years and they remain popular – we make people sign a disclaimer and won’t sell to children. Black out and white were the most popular designs.

Children’s costumes skeletons

Smiffys, Bristol

Kids dressing up for trick or treating – not so many parties for children.

Masquerade masks

Bristols

Very good price wise.

Day of the Dead masks

Bristols

This theme hasn’t fully hit Guernsey yet but the masks were popular.

Cobwebs, spiders

Bristols, Smiffy’s, Sancto

People were dressing their houses for parties. We sold a lot of decorations to a nightclub that forgot to order online, luckily for us!

“ 44-45_Best Sellers.indd 45

Bristol Novelty

“

CAT E G O R Y

Marcia Alker/ St Helier

“

Fancy Dress Box

Been in current location three years. Situated just off high street with parking nearby, offering sale and hire.

Tinsley Transfers

Friday was busier than Saturday. We think people didn’t want to leave it until the last minute. There were lots of house parties, though no particular themes – it seemed ‘anything goes’ this year.

NOVEMBER/DECEMBER 2015 PROGRESSIVE PARTY EUROPE

45

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