A Progressive Party Publication
Autumn 2026
www.morphsuits.co.uk FC_PP_Halloween 2026-v3.indd 1
11/10/2026 16:28
Ausland DU: 01.10.2026 79372-016_CW_Allg_Progressive_Greetings_210x297_UK • 210x297 mm • PSO Coated V3 • CMYK • cst |
Always amazing Seasonal Decoration at its best Always amazing – Christmasworld turns trends into immersive experiences. Look forward to extraordinary inspiration surrounding seasonal and festive decorations and Christmas lighting products, plus a top-quality events programme with new ideas for the point of sale – and for all the year’s celebrations. This is the international meeting place for fresh inspiration, valuable contacts and successful business.
29. 1. – 2. 2. 2027 FRANKFURT / MAIN
Book your ticket at christmasworld.messefrankfurt.com info@uk.messefrankfurt.com Tel. +44 (0) 14 83 48 39 84
IFC_PP Spring 2026.indd 1
12/10/2026 10:46
MAX PUBLISHING THE HOME OF MARKET LEADING TRADE MAGAZINES March/April 2013
t’s finally here… a weekend Halloween. This year, 31 October falls on a Saturday – the holy grail for the party industry. For most, this falls at the end of the half term week too, providing a full weekend of celebrations for consumers. This year, the National Retail Federation expects spending in the US – a good benchmark for UK spending also – to reach $13.5 billion, maintaining last year’s record figures, despite the continuing economic challenges. The federation reported that consumers are continuing to make Halloween a spending priority, while also approaching with affordability in mind. This, coupled with anecdotal evidence of strong order books in the lead up to Halloween, is providing an encouraging picture of the season for 2026. Suppliers are positive ahead of the big day, with most expecting strong sales over the coming weeks. Trends, as is often the case, are expected to be a mixture of classic themes alongside characters from recent and upcoming blockbuster movies and series, such as Toy Story, Harry Potter, Super Mario and the continuing popularity of KPop Demon Hunters. Recent research also showed that consumers are searching pop stars such as Harry Styles and Justin Bieber as inspiration for their costumes for parties and trick or treating.
I
Halloween of course kicks off the entry into the all-important Q4 and we caught up with some key suppliers to find out their hopes and expectations ahead of the final months of the year. Elsewhere in the issue, Ed Avis discusses the National Costumers Association’s new National Costume Store Day initiative and how it is working with retailers to promote their businesses. NABAS discusses the upcoming Party Industry Event, which also marks an incredible 40th anniversary for the association. NABAS has also recently partnered with TerraCycle in an effort to support its members in becoming more ecofriendly businesses. More on that and how retailers, decorators and event planners can get involved later in this issue. All that remains for me to do is to wish you all a very happy Halloween. We hope you have a frightfully good season and we look forward to hearing about it. In the meantime, please do keep your news, views and updates coming to us – we love to hear from you.
THE HOME OF EXHIBITIONS
THE HOME OF MARKET LEADING TRADE AWARDS
EDITOR
@Prog_Party_Eu www.partyworldwide.net
MEET THE TEAM
editor KATIE ROBERTS-MASON katierm@max-publishing.co.uk
publishing director ROB WILLIS
robw@max-publishing.co.uk
Max Publishing Ltd, United House, North Road, London N7 9DP • T: 020 7700 6740 www.max-publishing.co.uk • hello@max-publishing.co.uk HALLOWEEN 2026 PROGRESSIVE PARTY
03_Leader.indd 3
03
12/10/2026 12:06
REAL PEOPLE. REAL PRODUCTS. REAL IMPACT.
"To me retail is about joyful purchases. I love that moment when I see a product that sparks joy in me, and then seeing that same spark of joy translate to the customer." Jason Billings-Cray, John Lewis & Partners, Partner & Buyer
R.S.V.P. to reserve your place
04_PP Halloween 2026.indd 1
12/10/2026 10:27
WHAT’S
INSIDE 06
News: The latest from party land…
13
Letter from America: Ed Avis
talks about the new National Independent Costume Store Day initiative.
15
Aspects of Association:
NABAS reveals the details of PIE 2027.
16
16
19
NABAS x Terracycle: A new partnership aims for a more eco-friendly industry.
25
Halloween 2026: Expectations for this year’s celebrations, trends, new products and more.
34
Executive profile: Boland’s Mark Brett takes the hotseat.
Feedback: The industry looks ahead to Q4. ISSN 2058 797X
25
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 omissions, 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.
11
Are you ready to take your balloon artistry to the next level? Join us for the ultimate training event - PIE 40 9-11 October 2027 The Slate, Coventry, Warwickshire This is your opportunity to learn from the best in the industry and network with fellow balloon enthusiasts – all under one roof!
• Expert led classes • Network opportunities • Gala Dinner • NABAS Awards • Accommodation
2.5 day VIP package from
£499
2 days from
£359
1 day from
£159
Payment plans available
For full details visit: www.nabas.co.uk/events/pie-40
05_Contents.indd 7
12/10/2026 13:30
PARTY
HALLOWEEN 2026
TOP STORY
Scientists claim to invent fully biodegradable balloon Scientists in London have created what they believe is the first ever fully biodegradable party balloon. The innovation was inspired by concerns over the environmental impact of discarded balloons and makes use of a modified latex that retains the performance of a standard balloon, while decomposing a lot quicker. The team at Imperial College London, known as Bioloon, improved the existing latex material traditionally used for balloons into one that isn’t treated with the process that makes the balloon difficult to break down naturally and removed harmful chemicals. The new material can still be inflated multiple times and is suitable for standard
balloon manufacturing, while being more environmentally friendly. Jules Cumming, department of chemical engineering PhD student leading on the research, said: “It was a challenging but interesting problem we faced, particularly given the potential for real world impact. I am grateful for the support I have received throughout by PhD at Imperial and thrilled to see the results we have achieved so far. We are very excited about the continuous research being carried out, which will enable us to improve the sustainability impact of elastomeric materials.” The research was partly funded by Charlotte Melia and her party business co-founder, Christie Molgaard. Charlotte commented: “Every celebration leaves something behind and for balloons, that has meant micro-plastic which outlives the party by decades. We have
Above: PhD student Jules Cumming led the project.
created a latex that behaves exactly like the balloon people love, then returns quietly to the earth as a biomass. Balloons are where we begin, but the same breakthrough can take single use latex out of the waste stream across the everyday products we all rely on.”
Rubies scoops a Licensing Award Rubies won the award for Best Licensed Dress-Up or Partyware Range at the Licensing Awards. The winners of this year’s Licensing Awards were 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: “We have more people here tonight than we’ve had for a decade and the highest number of entries and nominations that we have had since we launched The Licensing Awards 20 years ago. “There were over 5,000 products entered and nominations received across all the categories this year, which is just phenomenal. So, to do proper justice to this proliferation, we have expanded the number of finalists. This is the largest awards event in the world for licensing and that’s down to you lot.” Rubies won the Best Licensed Dress-Up or Partyware Range for its KPop Demon Hunters Dress-Up Collection. Pete Warton, executive director, Rubies Masquerade, commented: “This award is for everyone at Rubies and what a win this was for us all. “From identifying the opportunity and working with our licensing partners, through to design, product development, approvals, sourcing, operations, sales,
marketing, creative, content, e-commerce and getting the KPop Demon Hunters costumes and accessories into the hands of fans a few months after the explosion of the Netflix film – this was a genuine team effort. “KPop Demon Hunters moved at incredible speed. We had to be agile, make decisions quickly, collaborate across departments and get behind an opportunity that was growing by the day. The fact that we were able to respond and bring product to market so quickly is something everyone involved should be incredibly proud of and to be recognised by the industry for this all is truly a great honour.”
Right: The KPop Demon Hunters Dress-Up Collection won the award.
06 HALLOWEEN 2026 PROGRESSIVE PARTY
06-10_News.indd 6
For the latest news visit PartyWorldwide.net
12/10/2026 14:35
PARTY NEWS
TOP STORY
Spielwarenmesse prepares for 2027 edition Preparations for the toy industry’s next Spielwarenmesse event are already in full swing. From 2 to 6 February 2027, exhibitors and trade visitors can expect highvisibility specials, an optimal hall structure for efficient overviews and cross-product-group synergies. Formats first introduced in 2026, including the Meetingspaces for confidential customer talks, the Toy Community Meet Up and numerous exhibitor activities, will also be returning in 2027, ensuring an engaging trade fair experience for the entire toy community. The specials at Spielwarenmesse are important orientation points for discovering trends and reaching new target groups. Products are staged effectively within the attention-grabbing themed areas. On-site trial opportunities allow
retailers to experience products firsthand and exhibitors can present their creations directly to their target audience. Established formats such as ToyTrends, Kidults, the New Product Gallery and the Toy Business Forum will also be part of the event, as will the LicenseLounge as a central hub for licensing topics. The coveted ToyAward will once again be presented across six different categories in 2027. New for 2027: the 14th product group ‘Manufacturing Services’ expands the Spielwarenmesse portfolio. Located in Halls 11.0 and 11.1 together with the MultiProduct Group, it focuses on the
Michaels debuts next gen stores The new store format marks an important milestone in Michaels’ transformation to elevate the customer experience. Michaels has announced the latest expansion of its new experiential store model with the opening of its third location in Rogers, Arkansas. Above: The new model will roll out to all stores eventually. The new store marks a pivotal acceleration of the retailer’s broader transformation strategy, bringing an upgraded, customer-first experience to shoppers, while piloting key elements that will eventually roll out to all stores. The new stores provide an opportunity to continuously refine and scale several features. The company plans to open additional concept stores and bring enhanced elements to existing locations throughout 2026. “Our new stores represent an exciting milestone within Michaels’ broader transformation to redefine the customer journey and become a true destination for creativity and celebration,” said David Boone, ceo of Michaels. “The new format reflects our customers’ desire for more inspiration and hands-on, analogue experiences, while providing a space for the local community to connect, create, and celebrate.” The new store concept features fresh elements designed to spark ideas to create and celebrate. Distinct shopping worlds create a more modern, experiential and visually appealing experience. Each world features lifestyle vignettes to provide inspiration by highlighting key products, creative projects and step-by-step styling instructions. The Party Shop at Michaels is a dedicated celebration hub featuring an expanded party assortment, Balloon Bar and an open, upgraded party and event space with an enhanced classroom to host parties, community events and classes.
For the latest news visit PartyWorldwide.net
06-10_News.indd 7
Above: Preparations for Spielwarenmesse 2027 are in full swing.
manufacturing and production of goods and the associated processes. A new three-year contract period for the permanent stands in Hall 12.2 has been agreed, effective from 1 July 2026, providing further planning certainty. Key players such as Lego, Zuru, and MGA Zapf Creation are increasing their presence with significantly expanded stand areas.
Liverpool indie to bring in security ahead of Halloween
Below: Lili Bizarre will hire additional security staff over Halloween.
Lili Bizarre fancy dress and balloon shop is hiring additional security guards in the lead up to Halloween due to shoplifting and antisocial behaviour. Gary Wakefield, owner of Lili Bizarre, told the BBC that he felt police were not doing enough to tackle shoplifting, despite being provided with evidence from shop keepers. Gary said: “We have at least two security guards on in the week leading up to Halloween. That’s a cost we never used to have. We used to have maybe someone on the door to crowd control as it’s busy, but now it’s for anti-social behaviour, for theft.” Even when cases are reported to the police, Gary feels little is done about them. He said: “There’s no police presence here. Friday and Saturday there’s thousands of people in the city centre and yet there’s no police. Sometimes they just pull up, leave the car, get out and that’s the deterrent. “We try and report crime whenever it happens – sometimes it can be difficult because it takes 25 minutes to record a crime sheet with Merseyside Police.”
HALLOWEEN 2026 PROGRESSIVE PARTY
07
12/10/2026 14:35
PARTY NEWS
TOP STORY
Gemar launches new ecommerce platform Gemar is strengthening its offer to balloon professionals with the launch of a new e-commerce platform www.store.gemarballoons.com.
Above: Buzz Lightyear is the top trending costume ahead of Halloween 2026.
Halloween trends unveiled for 2026
Above: Gemar continues to bring its community together with a new series of Gemar Days.
Designed around balloon professionals’ everyday needs, the platform provides fast, direct access to Gemar’s full product range and latest collections. The company has recently introduced new sizes to its Marshmallow palette, opening up fresh creative possibilities for balloons professionals. “Colour is at the heart of everything we do, and we’re sure decorators will love the creative possibilities that these new additions to the Marshmallow range will bring,” said Gloria Veta, brand, sales and marketing, Gemar. Alongside these developments, Gemar is bringing its community together through a new series of Gemar Days, taking place across Europe. The events will combine hands-on education, live demonstrations from Gemar Ambassadors and opportunities for professionals to connect and exchange ideas. As Gloria said: “Gemar Days celebrate our products and, above all, the people who make our community so special.”
Rubies and Smiffys support the high street this Halloween To support its bricks-and-mortar retail partners, Rubies and Smiffys are rolling out a 'Saturday Fright' Halloween campaign, complete with dedicated POS kits designed to drive footfall and encourage consumers to shop locally. The kits include eye-catching window stickers, in-store signage and promotional materials to help retailers maximise visibility and sales throughout the Halloween season. Below: Rubies and Smiffys are supporting retailers with the new campaign.
08 HALLOWEEN 2026 PROGRESSIVE PARTY
06-10_News.indd 9
New research has revealed the costumes set to dominate Halloween 2026. Pop culture is providing plenty of inspiration, with this year’s biggest films, TV shows, celebrities and viral moments all influencing what we’ll be wearing come 31 October. To reveal the costumes set to dominate 2026, discount platform, Promizi analysed Google Trends to uncover the looks seeing the biggest surge in searches. Top 10 trending Halloween costumes for 2026: ■ Buzz Lightyear – 9,900% ■ Harry Styles – 6,300% ■ Justin Bieber – 1,300% ■ Mr Potato Head – 669% ■ Ghostface – 500% ■ Bo Peep – 460% ■ Princess Peach – 460% ■ Doctor Doom – 400% ■ Rumi – 275% ■ Luigi – 267% Data obtained using Google Trends from July to the present. Pawel Kruszynski, trend expert at Promizi, commented: “It comes as no surprise that Buzz Lightyear dominates the list, with demand for costumes soaring by a staggering 9,900%. The beloved Toy Story character was thrust back into the spotlight following the latest movie earlier this year, where Buzz once again played a central role, alongside the ‘Multi-Buzz’ or ‘High-Tech Buzz’. “Harry Styles is the top celebrity inspiring this year’s costumes. During his latest shows, fans embraced his signature aesthetic with sequined skirts, glittery tops, flared jeans, retro graphics and satin scarves and it looks like that trend is now making its way into Halloween.” The data shows that pop culture is shaping the costumes people want to wear for Halloween. Pawel continued: “Once, Halloween was dominated by the traditional scary looks, fake blood, fangs, cat eyes and all the usual spooky staples. Now, pop culture is increasingly taking centre stage, with people looking to the year’s biggest movie releases, TV shows, celebrities and viral moments for inspiration. “We’re also seeing nostalgia play an important role. Characters such as Buzz Lightyear and Mr Potato Head have been around for decades, but new pop culture moments can suddenly bring them back into shoppers’ minds. For retailers, that means Halloween demand isn’t necessarily dictated by what’s new, familiar characters can quickly become popular again when there’s a fresh reason for consumers to search for them.”
For the latest news visit PartyWorldwide.net
12/10/2026 14:35
PARTY NEWS
TOP STORY
Rubies partners with Warner Bros. Discovery Global Consumer Products Rubies Masquerade UK has signed a new agreement with Warner Bros. Discovery Global Consumer Products for the design, manufacture and distribution of officially licensed dress-up products across EMEA The agreement brings together Rubies’ expertise in creative costume design, manufacturing, distribution and retail activations with Warner Bros. Discovery’s internationally recognised and portfolio of franchises and characters Under the agreement, Rubies will develop and distribute a broad range of dress-up products and accessories inspired by brands including Harry Potter (with products inspired by the classic film series, as well as the forthcoming HBO Original series), DC, Looney Tunes and Scooby-Doo among others. Pete Warton, executive director, Rubies Masquerade said: “We are incredibly proud to expand our relationship with Warner Bros. Discovery Global Consumer Products and their brands including the forthcoming HBO Original series, Harry Potter and the Philosopher’s Stone through this EMEA agreement. “This partnership reflects the strength of Rubies’ EMEA business and our
ability to combine creative product development with market-leading distribution and retail execution. We look forward to working closely with Warner Bros. Discovery Global Consumer Products and our retail partners to bring these extraordinary brands to life for consumers across the region.” Jo Broadfield, senior vice president, Warner Bros. Discovery Global Consumer Products, EMEA, added: “Fans are looking for more ways than ever to celebrate the stories and characters they love, and we are committed to meeting that demand in exciting and innovative ways. Rubies has a longstanding track record of bringing iconic franchises to life through innovative dress up products and retail experiences, making them a natural partner for us. “By working together and combining their expertise with the strength of our portfolio of world-renowned IP, we are well positioned to accelerate growth across EMEA, expand fan engagement year-round, and deliver
Northwest party wholesaler celebrates milestone Northwest Greetings recently celebrated its tenth anniversary. Managing director, Richard Aylett reflected: “Ten years ago Northwest Above: Richard Aylett, md of Greetings began with Northwest Greetings. little more than belief and determination. Over the last decade we’ve faced challenges, celebrated successes, learned lessons and continued to grow. “Throughout all this time, our commitment to our customers has never changed. We are so grateful they have all been a part of our incredible journey.” Starting from a small warehouse in Golborne to its present location, Northwest Greetings has grown into one of the country’s leading wholesale suppliers to the party, greetings card and gift industries. Part of the company’s success is that Richard follows his three-word strategy plan to the letter – seek, strive, succeed – these three words are a way of thinking for Northwest Greetings. Richard explained: “We always aim to seek out new ideas and have up to date stock, to strive to give the very best service we can and to succeed, which in turn will help our customers succeed in their businesses too.”
For the latest news visit PartyWorldwide.net
06-10_News.indd 11
Above: The partnership will see Rubies develop and distribute a broad range of dress-up products and accessories inspired by iconic brands.
best-in-class products that inspire imagination, and bring our brands to life for audiences of all ages.” The new collections will launch in winter 2026 and will be available through leading retailers, specialist costume businesses and e-commerce partners across EMEA territories.
Aldi unveils 2026 Halloween offering With a rise in adult participation and spending for Halloween, Aldi said its Halloween range is setting the stage for a fang-tastic autumn. From garden decorations to indoor lighting, the range has everything needed to create wicked wonderlands without breaking the bank. Creeping into the middle aisle, Aldi’s life-sized Posable Above: Aldi’s Halloween range starts at 99p. Skeleton (£19.99) is the ultimate ghoulish guest, perfect for propping up by the front door or on the sofa to give partygoers a fright. Host a monster mash to remember and create a bewitching atmosphere with the LED Halloween Candles and Witch Hats (£9.99). Hung from the ceiling to create a magical floating effect, they are guaranteed to leave guests spellbound Add Halloween Inflatables (£9.99) to the driveway or back garden, available in skeleton, ghost, pumpkin and reaper designs. Pair these with the Halloween Large Spiderweb (£7.99) for added chills. Finish the look and cast an eerie glow with the Halloween Light Chain (£2.69) in pumpkin, ghost, skull, spiderweb or black leaf. Dress up little monsters with Aldi’s Children’s Halloween Costume (£4.99), available in skeleton, pink ballerina skeleton, gamer skeleton and bat designs. For the littlest ones, choose the baby pumpkin or spider costume to create the spookiest baby on the block. HALLOWEEN 2026 PROGRESSIVE PARTY
09
12/10/2026 14:35
CO
Y!
FO
R
S A N D PO C K E OT T
S
SL
LLE
C TI N G M
ON
E
TASTE THE FUN. WEAR THE PARTY. Discover the new licensed costumes at
10_PP Halloween 2026.indd 1
12/10/2026 13:29
PARTY NEWS
TOP STORY
HCA announces finalists for the 2026 Spooky Awards The Halloween & Costume Association (HCA) has announced the finalists for the third annual Spooky Awards. The 2026 Spooky Awards finalists represent the very best in these categories. Each entry was evaluated by a panel of industry experts on innovation, marketability, trendsetting potential, appeal and usefulness. “We had a great group of entries this year and narrowing them down was not easy for our judges,” said Michele Boylstein, executive director of HCA. “We’re excited to recognise this year’s finalists and celebrate the people and companies that bring so much creativity to Halloween.” Winners will be announced live at HCA’s Spooky Awards ceremony during the Halloween & Party Expo’s welcome reception, sponsored by HCA, on 11 January, 2027, at Mardi Gras World. The celebration is part of the HCA co-owned Halloween & Party Expo, the premier industryonly trade event for qualified
Halloween retailers, manufacturers and buyers, taking place 11–13 January at the Ernest N. Morial Convention Center in New Orleans. This year’s finalists are: Accessories Ellie Shoes – Women’s 4 Inch Heel Closed Toe Pump with Bat Wings Ankle Detail elope – Kakamora Costume Companion Ghoulish Productions – Skin Corset Costume adult Disguise – Buzz Inflatable Adult Costume Ghoulish Productions – Sasquatch Costume Morphsuits (AFG Media) – Caught in a Trap Spider Costume Costume child Jazwares – Stranger Things: Tales from ‘85 Gourde Horde Official Kid’s Zentai Halloween Costume Disguise – Bullseye Inflatable Morphsuits (AFG Media) – Kids Fire Dragon Costume
Below: The winners will be announced at Halloween & Party Expo in January 2027.
Costume licensed Jazwares – Adult’s STAR WARS Darth Maul Official Zentai Suit Disguise – Rumi Golden Look Exclusive Child Costume Rubies II – Men’s Masters of the Universe Movie 2026 Skeletor Deluxe Costume Costume (most unique) Jazwares – Adult Inflatable Costume (Wienermobile) Rubies II – Adult Pickles and Ice Cream Couples Costume Disguise – Prestige Ursula Costume for Women Décor Rubies II – 8 Ft Masters of the Universe Revelation Castle Grayskull Inflatable Yard Décor Ghoulish Productions – Rusty the Clown Morris Costumes – Dr. Fangor Animated Spider Monster Masks Disguise – Inosuke Boar Mask Ghoulish Productions – Big Horns Devil Rubies II – Adult The Black Phone The Grabber Interchangeable Half Mask Most innovative Jazwares – Adult Men Primalux Costume (The Mandalorian) Disguise – Optimus Prime Converting Costume Child Ghoulish Productions – Futakuchi Onna
OppoSuits introduces new DONKEY KONG collection OppoSuits is launching a new DONKEY KONG collection: a full suit, a summer set and a previously introduced Hawaiian shirt. Each of the products is covered in officially licensed DK designs and are the latest additions to the ongoing collaboration between OppoSuits and Nintendo, which has brought several of gaming’s most familiar characters into the OppoSuits range in recent years. The collection launches under the theme ‘Enter the Jungle’, drawing on the elements DONKEY KONG is best known for and translating them into a suit, a summer set and a Hawaiian shirt. Colour, energetic movement and humour are what make that world fun and match the OppoSuits brand values. The range is built for the warmer months and the autumn: beach parties, festivals and game nights first, then back-towork season and Halloween. OppoSuits co-founder Jasper Castelein commented: “What we like about DONKEY KONG is the humour in his world. It gives us a lot to play with. We wanted designs you can spot from across the room and pieces you can actually wear
For the latest news visit PartyWorldwide.net
06-10_News.indd 13
Above: The new collection is the latest addition to the partnership between OppoSuits and Nintendo.
for fun, not just to a theme party. Seeing the Suit and the Summer Set come together was a real highlight.” The collection is targeted at adults, with the summer items also being aimed at unisex fitting.
HALLOWEEN 2026 PROGRESSIVE PARTY
11
12/10/2026 13:26
T
E
D
THE K IN G IN
ER
RISE RP TE
ARDS FOR E AW N ’S
2025 RA NA TIO N A L T
12_PP Halloween 2026.indd 1
12/10/2026 13:28
COLUMNIST
Left: Ed Avis is the executive director of the National Costumers Association Contact him at executivedirector@costumers.org.
Everyone knows that bricks-andmortar stores are the lifeblood of many communities. When people say, ‘let’s go shopping’, they’re not talking about going online at a faceless internet vendor or driving to a giant warehouse store. Rather, they’re talking about visiting a real store, with live humans helping them and actual merchandise they can touch and try on.
Why didn’t National Costume Store Day happen sooner?
S
ometimes, though, people need to be reminded about the value of real stores. Several years ago, in the US, trade associations representing record stores and bookstores organised special holidays to encourage people to visit those types of stores. I’m a big fan of books, so I visited two of my favorite book stores on Independent Bookstore Day in the spring. They were packed with customers. So when Courtland Hickey, the vice president of the National Costumers Association and the owner of Chicago Costume, suggested that we organise such a day for our members – who are independent costume shops – I knew he was on to something. As you may have read in a previous issue of this magazine, Courtland’s idea is coming
Above: Courtland Hickey, vice president of the National Costumers Association with his wife Erin and their daughters.
to fruition: 10 October, 2026 is the first ever National Independent Costume Store Day in North America. It’s been quite a whirlwind of activity since the NCA board approved the concept in June. Trying to organise an event like this in about
four months is, obviously, quite a challenge. Courtland, together with NCA president, Terry Sinopoli, owner of Arlene’s Costumes in Rochester, NY and several other NCA members, have devoted hundreds of hours writing the foundational documents needed for a new holiday, creating the promotional materials, informing our members about the day and reaching out to prospective sponsors. At the headquarters, we’ve handled the administrative efforts, but we are fortunate to have passionate
members to lead the effort. The efforts have paid off. As of mid-September, eight NCA supplier members had signed on to sponsor the event: Disguise, Kryolan, Ben Nye, Ellie Shoes, Loftus, Graftobian, Imposta Costumes and KBW. And several more are considering it. The sponsorship money will be used primarily for marketing. We’re printing posters and stickers for the stores to use in their own communities; we created a number of digital marketing tools; we just launched a public relations campaign and we’ll purchase internet advertising as the holiday draws near. Even more important than the support of suppliers, however, is the support of our buyer members, who are the retail stores. Many have expressed their pleasure that the NCA is spearheading this special holiday, and they are planning numerous activities in their stores on 10 October, ranging from face painting to costume contests to special sales. Courtland says he is inviting some sports team mascots and a statue street performer to entertain customers. We’re all excited about this day and are confident that our stores will benefit from the hoopla surrounding the holiday. It all seems like such an obvious thing now, so it’s no surprise that the most common thing people say when we tell them about NICSD is ‘why didn’t this happen sooner?’ HALLOWEEN 2026 PROGRESSIVE PARTY
13_Letter From America.indd 21
13
12/10/2026 13:25
14_PP Spring 2026.indd 1
12/10/2026 10:27
ASPECTS OF ASSOCIATION: NABAS
Left: Claire Carney and Victoria Cooke.
PIE40 is set to be a notto-be-missed 2027 party industry event, combining top class training, networking and celebrating NABAS’ 40th anniversary.
NABAS to celebrate 40th anniversary at PIE
W
hat will make PIE40 extra special is that NABAS will be celebrating 40 years as the UK’s independent trade association for the balloon and party industry. It hasn’t always been easy but thanks to a series of dedicated and hardworking committees, NABAS has been a constant support for manufacturers, wholesalers and retailers across the industry. So what can you expect from PIE40? It is open to both members and non-members, with a range of packages depending on how many
days you’d like to attend. It doesn’t matter if you’ve been working with balloons for 10 months or 10 years, there will be something for everyone. HIGHLIGHTS OF THE EVENT INCLUDE: Talented instructors from major manufacturers with announcements starting soon. The opportunity to be part of creating large scale décor for our Hollywood Glamour at the Movies theme. A fabulous gala dinner with entertainment on the Sunday night. Our free NABAS awards where
we recognise excellence and creativity across multiple categories. A series of shorter training sessions on Monday covering a wide range of topics, techniques and tips. Inspirational designs which you can photograph and add to your portfolio. Networking with peers and suppliers to build relationships to support you going forwards. Delegate goodie bags. On site B&B accommodation with excellent food and refreshments included. Prices kept as low as possible to make it as affordable, especially when combined with a monthly payment plan. Plus, there will be some extra surprises to recognise our 40th anniversary. You will leave feeling inspired, confident and with a range of ideas that you can take back to your business and offer to your clients. You’ll be surprised how quickly you can recoup your investment. We’d love you to join us at PIE40! You can find out more and book your place at www.nabas.co.uk/ events/pie-40/ or drop us a message and we’ll happily have a chat. NABAS has been the UK’s independent trade association for the balloon and party industry since 1987 and is a not-for-profit organisation which is run by members for our members. We reinvest membership payments in benefits and initiatives to help build exposure, skills and confidence that will help our members be the absolute best they can be. Claire Carney and Victoria Cooke NABAS Co-Chairs
Inset: PIE will celebrate the 40th anniversary of NABAS.
HALLOWEEN 2026 PROGRESSIVE PARTY
15_NABAS Column.indd 19
15
12/10/2026 10:11
FEEDBACK
Great expectations With a weekend Halloween in 2026, Q4 starts with great promise, followed closely by C hristmas and New Year celebrations. Key suppliers share their hopes and expectations ahead of Q4. Gloria Veta, cbo, brand, sales and marketing, Gemar “Q4 is traditionally the key season for the party industry, with Halloween, Christmas and New Year’s Eve creating strong opportunities for retailers and decorators. As consumers become Inset: Halloween offerings from Gemar including its more selective, products that Spider Web foil balloon (above), Halloween balloons (above right), and Maxiloons Spooky Pumpkin Foil combine value and visual impact Balloon stand out. “Balloons offer an affordable way to transform spaces and create memorable celebrations, while professional decoration and sustainable solutions are gaining momentum. Our bio-based latex balloons address both trends, supporting our confidence in a strong festive season driven by the continued desire to celebrate and share experiences.”
Left: Minecraft and Sonic are some of the ranges expected to do well for Disguise, particularly with Halloween falling on a Saturday this year.
Lianne Taylor, marketing director, Disguise “We expect Q4 to be a positive trading period for the party and costume sector. Halloween falling on a Saturday this year gives consumers more opportunity to celebrate across the weekend, which should support both children’s dressup and adult participation. “The biggest challenge remains a value-conscious consumer. With the right balance of strong licences, accessible price points and ‘spooky’ themed products the opportunity is positive. Entertainment-led demand continues to move quickly and properties such as Minecraft, Toy Story 5 and Sonic demonstrate
16
how film, streaming and gaming can bring new audiences into the dress up category. “At Disguise, we are entering the season with one of our strongest licensed portfolios to date. Overall, we expect the sector to perform well, with innovation, recognisable characters and timely retail execution driving Q4 sales.”
HALLOWEEN 2026 PROGRESSIVE PARTY
16-17_Feedback.indd 1
12/10/2026 10:14
FEEDBACK
Inset: New additions to Opposuits collections, (l to r); Unisex Ghost Face sweaters, and Scooby Doo and Superman onsies.
Sander Visser, head of wholesale, Oppo Merchandise Group “This year’s final quarter will be both a challenge and a rewarding one. With Halloween falling on a Saturday, we anticipate high demand for in-season replenishment. Our OppoSuits character and animal onesies are already performing above expectations for Halloween, with the Scooby Doo onesie - one of our latest additions - receiving excellent feedback from customers. “For Christmas, we’ve added a selection of new knitted sweaters featuring the best licences we carry, including SpongeBob, Ghost Face, Pokémon and Sonic. And since Carnival falls early in 2027, we expect to see sales pick up as early as December. For Carnival, we also anticipate strong performance from our OppoSuits onesies, with key items like the new The Smurfs, South Park, and Superman onesies leading the way. “Altogether, these overlapping seasons will be a challenge for both the sales and warehouse teams - but they’re also set to make this the best period of the year.”
Fran Hales, head of creative, Rubies “At Rubies and Smiffys, we expect Q4 to present strong opportunities for retailers, with momentum from a major Saturday Halloween carrying through into the festive season and beyond. With Halloween falling during half term and on a weekend, retailers are well positioned to benefit from extended consumer engagement across costumes, accessories and celebrations before turning their focus to Christmas gifting. “One of the biggest opportunities for the industry will come from a packed entertainment calendar. Highly anticipated releases including Avengers: Doomsday, Cat in the Hat movie and the new Harry Potter HBO series, are set to generate significant consumer excitement and drive demand for licensed dress-up products. In particular, the Harry Potter series has the potential to introduce the Wizarding World to a new generation of fans while re-engaging existing ones, creating a valuable long-term sales opportunity across costumes, accessories and toyetic lines. “We would encourage retailers to prepare early, capitalising on trends and consumer anticipation to stay ahead of demand. Stocking trending licensed ranges ahead of release and ensuring strong in-store visibility will be key to maximising sales opportunities through Christmas and into Book Day, where Harry Potter continues to be one of the strongestperforming dress-up themes year after year. While economic pressures remain a challenge across retail, recognised entertainment brands continue to resonate with consumers, making licensed products an exciting opportunity for growth in Q4 and into 2027.” Left: Doomsday is coming... Get ready for the film Avengers: Doomsday with Rubies’ brand new officially licensed costumes and accessories, available now, to get you prepared for Dr. Doom to takeover the world on 18 December.
HALLOWEEN 2026 PROGRESSIVE PARTY
16-17_Feedback.indd 2
17
12/10/2026 10:14
11TH NOVEMB
ER 2026
THE ROYAL GEO GRAPHICAL SO CIETY LONDON
Join us in driving sustainable innovation. One-day Conference POC Member Awards Networking drinks
Book tickets now
productsofchange.com 18_PP Halloween 2026.indd.indd 1
12/10/2026 10:28
NABAS X TERRACYCLE
Green party NABAS has teamed up with TerraCycle to recycle balloon and party waste. NABAS tells Progressive Party more about the partnership and how balloon artists, event planners, retailers and suppliers can get involved and improve their impact on the planet.
E
Below: NABAS has teamed up with TerraCycle to offer its members subsidised rates on the boxes.
very great celebration leaves behind lasting memories but all too often, it also leaves behind a mountain of single-use decorations, popped balloons and torn wrapping paper. As consumer demand for eco-conscious events continues to rise, party retailers, decorators, balloon artists and event planners face a common challenge: how can we deliver unforgettable
celebrations without contributing to landfill waste? To help the industry answer that call, global recycling leader TerraCycle, has launched a dedicated Zero Waste Box for decorations and party supplies and has partnered with NABAS, The National Association of Balloon Artists and Suppliers. NABAS sells these boxes exclusively to its members through its platform at a heavily subsidised price. This new initiative provides balloon artists and party professionals with a simple and practical way to make every event significantly greener. A COMPLETE RECYCLING SOLUTION FOR DIFFICULT-TO-RECYCLE WASTE Standard council kerbside recycling collections often reject balloons and party waste due to their mixed materials of plastics, foils and delicate coatings. TerraCycle’s Zero Waste Box solution solves this by offering a dedicated stream for these hard-to-recycle materials, giving the party industry an all-in-one waste management alternative. Whether you are tearing down a massive balloon arch, cleaning up after a festive seasonal workshop, or helping clients manage post-party clutter, the box takes the hassle out of sustainable disposal.
HALLOWEEN 2026 PROGRESSIVE PARTY
19_21_NABAS x TerraCycle.indd 1
19
12/10/2026 10:17
20_PP Halloween 2026.indd 00_PP Jan Feb 2026.indd 1 1
12/10/2026 14/01/202610:34 20:32
NABAS X TERRACYCLE
huge benefit for our corporate clients,” notes David. “Knowing that after we have removed their balloon décor, we recycle everything and nothing goes to landfill, gives them complete peace of mind.” David proudly promotes the scheme across social media, his website and email footers, reporting that retail customers have been overjoyed by the in-store drop-off facility. “Balloons sometimes have bad press, so offering the public the facility to recycle takes away the negativity,” he adds. “It is an absolute no-brainer. Why would a balloon business not want one?”
WHAT ARE THE ACCEPTED ITEMS? ■ Balloons: Foil, plastic, and latex balloons ■ Wearable Items: Costume masks, party hats, and novelty glasses ■ Tableware & Dining: Dining disposables and plastic straws ■ Decorations: Tinsel, garlands, and non-electronic decorations ■ Wrapping & Finishes: Ribbons, bows, streamers, confetti, and wrapping paper ■ Party Extras: Sweet wrappers and general party supplies Once the box is full, you simply seal it up and ship it back using the included prepaid return label. When the box is
received back at TerraCycle’s UK Materials Recovery Facility (MRF) it is checked in, sorted, cleaned and finally processed with the materials being turned into raw recycled plastic and fibers, ensuring waste is repurposed into useful new products instead of going to landfill or incineration. SUBSIDISED FOR MEMBERS NABAS is so passionate about minimising the impact of party waste on the environment that it is heavily subsidising the cost of each box down to £45 + VAT for its members, a 75% saving on the normal retail price. NABAS members can purchase the box directly through the NABAS website and the price covers the complete lifecycle: the initial box, delivery to your store or venue, prepaid return postage and the recycling of the contents of the returned box itself. CASE STUDY: SUCCESS AT CARDIFF BALLOONS For David Roberts, a professional balloon artist at Cardiff Balloons in South Wales, the initiative is already transforming operations. Specialising in corporate balloon décor for businesses alongside a bustling retail shopfront, David placed a Zero Waste Box directly on his shop floor for anyone to use. The impact has been staggering. Cardiff Balloons is already on its seventh box - filling up to one a week during peak periods - and has successfully recycled around 30,000 latex balloons alongside foil decor. Beyond reducing its environmental footprint, the commercial response has been overwhelmingly positive. “It’s a
LEADING THE WAY TOWARDS A CIRCULAR PARTY INDUSTRY The partnership between NABAS and TerraCycle represents a monumental step forward for sustainability in the party sector. By taking active responsibility for decor waste - from foil balloons to tinsel - industry professionals can demonstrate to clients that vibrant celebrations and eco-friendly practices go hand in hand. To find out more contact NABAS directly at info@nabas.co.uk / 01787 221 026.
Above: A TerraCycle Zero Waste Box for holiday decorations and party supplies on display at Cardiff Balloons in South Wales.
HALLOWEEN 2026 PROGRESSIVE PARTY
19_21_NABAS x TerraCycle.indd 2
21
12/10/2026 10:18
From playtime to dreamtime – experts in every line Specialist divisions designing & manufacturing Kids & Adult Nightwear, Babywear, Fashion Sportswear & Outdoorwear
16_17_PP Summer 2025.indd 16 28-29_PPMarch April 2026.indd 2025.indd 11 22-23_PP Halloween
01/08/2025 15:44 11/04/2025 12/10/2026 11:01 11:22
16_17_
25 15:44 25 11:01
Experts in all our One creative team.
Specialists in cross category ranges
Our newest licenses
@bluesgroup #myblues @bluesnightwear #bluesnightwear
16_17_PP Summer 2025.indd 17 22-23_PP Halloween 2026.indd 2
01/08/2025 15:44 12/10/2026 11:22
24_PP Spring 2026.indd 1
12/10/2026 10:29
FOCUS ON: HALLOWEEN
Fright this way D
2026 sees the gold standard of Halloweens with 31 October falling on a Saturday, allowing for extra celebrations among consumers. Progressive Halloween found out what some of the industry’s key suppliers are expecting for the celebration and what the trends are likely to be. Inset: The 240cm skeleton from Boland comes in full colour display box so if there isn’t the height to display in-store, consumers can see very clearly what the product is.
espite ongoing challenges across the party retail landscape and the wider economic situation, there is clear confidence throughout the industry ahead of Halloween this year. Lianne Taylor, marketing director, Disguise, begins: “We are optimistic about Halloween this year. With Halloween falling on a Saturday, there is a real opportunity for celebrations to extend across the whole weekend, which should support strong demand for costumes and accessories.”
Fran Hales, head of creative, Rubies, agrees: “At Rubies and Smiffys, we’re expecting this year’s Saturday Halloween to be one of the biggest trading opportunities in recent years. With Halloween falling on a Saturday, consumers have an entire weekend to embrace the spooky season, driving demand across costumes, accessories, decorations and partyware. From house parties and themed club nights to community events, we anticipate strong participation and increased consumer spending throughout the weekend. “The occasion also coincides with half term, creating an extended week-long opportunity for families to celebrate. Activities such as pumpkin patches, spooky trails, school events and children’s parties continue to fuel demand for dress-up across all age groups.” Mark Brett, sole UK agent, Boland, adds: “The good news it is the ‘big day’, it is a Saturday. The vast majority of retailers are very aware of this and generally I would say they are also excited. There is no question as to the impact this has on the success of the most important single day in the party industry calendar.
Above: Gemar’s Pumpkin Punchballs are 18” and made from 100% FSC certified natural rubber latex. The design can be used in arches, part of a larger design or simply for children to play with at a Halloween party. Below: Disguise is making Stitch Spooky with its new collection of dress up.
“Whether it is by coincidence or a general movement, there has been a lot more early activity on social media - it goes way back to early August. Initially it was mainly stuff from the US, but then some of the major national retailers in the UK started posting (eg, TK Maxx, Primark, The Range, Home and Bargain and others). I had not seen this before and definitely not so early.” The early start has been seen at indies too. Mark continues: “One independent retailer that started early (9 August) had an extraordinary first day. Their principal on opening early is to catch the kids before they go back to school. They don’t expect the consumer to necessarily purchase anything, but when the time comes the child will have an influence on the parent on where they go to buy their Halloween product.” Early interest was also seen across the trade events earlier this year. Sander Visser, head of wholesale, Oppo Merchandise Group,
Right: CHAKS licensed Terrifier range has been expanded with new products inspired by Art the Clown.
HALLOWEEN 2026 PROGRESSIVE PARTY
25_27_29_31_33_Halloween.indd 1
25
12/10/2026 10:21
sales@palmeragencies.com +44 (0) 28 9064 7119 facebook.com/PalmerAgencies
26_PP Halloween 2026.indd 1
@palmeragencies
palmeragencies.com
instagram.com/palmeragencies 12/10/2026 10:30
FOCUS ON: HALLOWEEN
outlines: “During the trade shows earlier this year, we already received many positive responses to our current and newly introduced Halloween items. “The items that received the most positive feedback were our new ScoobyDoo onesie and Ghostface knitted sweater. Both being evergreen licences makes them instantly recognisable to everyone. Most retailers also expressed high confidence that Halloween 2026 will perform far above last year’s, thanks to the Saturday celebration. Over the past couple of weeks, we’ve also noticed that the season started early, with our trusted partners already placing their first replenishment orders.” Despite the positive outlook, the macro economic climate is expected to continue to change consumer purchasing habits. Mark explains: “It would be foolish of anyone to ignore the cost-of-living crisis. However, looking at UK consumer spend, there is much emphasis on the consumer spending on experiences as opposed to things. Halloween is without doubt experiential. “I have less concern about the spend per head as I am the total spend. I believe the Halloween market in the UK is very much restricted by the number of outlets where the consumer is exposed to a large and varied range of product plus ideas. There are many (I mean lots) of good-sized towns throughout the UK that do not even have a party store. So when it comes to Halloween, consumers either have to buy online or from the very limited ranges offered by the multiple chains. There are significant opportunities to be had at retail.” Lianne continues: “The cost-ofliving situation will undoubtedly keep consumers focused on value, but Halloween remains an occasion people are keen to participate in, particularly families and younger consumers. We Below: Create the perfect spooky tablescape with Hootyballoo’s Creepy Chic collection. Right: Halloween doesn’t have to be scary. The Scooby Doo onesie from OppoSuits makes the perfect comfy trick or treat outfit.
expect licensed characters, entertainment-led trends, gaming, anime and socialmedia-driven looks to be important, alongside classic Halloween themes. “Purchasing habits are likely to remain considered, with shoppers looking for recognisable characters, good value and products that can deliver maximum impact.” In terms of trends for 2026, Oppo Merchandise Group has seen some popular designs. Sander says: “Besides the newly introduced character onesies and knitted sweater designs, our Suitmeister suits are performing very well. The best-performing style is our Suitmeister The Joker suit for men and kids, followed closely by characters like The Riddler, Beetlejuice, and Harry Potter. In addition, our generic Skeleton suit stands out as one of the top generic styles.” Fran adds: “Alongside classic Halloween favourites, we’re seeing strong interest in trending licensed ranges, including the new Avengers: Doomsday collection and our award-winning KPop Demon Hunters range. “Accessories remain a key growth category, particularly among adult consumers who are increasingly creating their own Halloween looks. From make-up and wigs to masks and
Left: Rubies has expanded its Marvel collection with characters including Doctor Doom.
costume accessories, shoppers are seeking affordable ways to customise outfits using pieces from their existing wardrobes.” Trends can also be difficult to predict ahead of time. Mark continues: “I gave up trying to predict trends about seven years ago, apart from maybe some of the key licensed characters, Halloween trends are much driven by what happens on social media in October.” But despite trends, there are key ways to ensure strong sales for the celebration. He furthers: “I have three suggestions of how to maximise your Halloween business - Do not ignore the importance of a good social media presence. Secondly, make your store a destination store. A place where both child and adults alike want to visit for a spooky atmospheric experience. And thirdly, in 2027 think about starting your Halloween display a little earlier. I know I said three, but this fourth won’t happen again soon… Make the most of it. There is not another Saturday Halloween until 2037.” Lianne adds: “For retailers, the key will be building excitement throughout October rather than relying solely on the final week. Strong in-store placement, early visibility, cross-merchandising costumes with accessories, and reacting quickly to emerging trends and bestsellers will all help maximise the opportunity.” Fran concludes: “To support our bricks-and-mortar retail partners, we’re rolling out our ‘Saturday Fright’ Halloween campaign, complete with dedicated POS kits designed to drive footfall and encourage consumers to shop locally. The kits include eye-catching window stickers, in-store signage and promotional materials to help retailers maximise visibility and sales throughout the Halloween season.” To find out what’s new for Halloween 2026, simply turn the page.
HALLOWEEN 2026 PROGRESSIVE PARTY
25_27_29_31_33_Halloween.indd 2
27
12/10/2026 10:21
SFTA A4_Poster_R4.pdf
1
18/09/2026
13:05
Y L H S E R F D E R A P E R P S E M U T S CO ERED V I L E D OUR TO Y
E R STO
SHOP HALLOWEEN 28_PP Spring 2026.indd 1
12/10/2026 10:30
FOCUS ON: HALLOWEEN
PRODUCTS
Dress as the iconic Pumpkin King and rule Halloweentown in this Jack Skellington costume. The costume from Disguise features a jumpsuit that has Jack’s signature pinstripe jacket printing on the front, a detachable bat bowtie and a mask of Jack’s skeleton grin to complete the full spooky look.
The Cute Ghost balloons from Gemar add a sweet twist to Halloween décor and come in pink, black and white colourways.
Leaning into the glamourous side of Halloween, Smiffys has expanded its Fever Collection with its new Bloody Bride costume. Combining classic bridal styling with chilling blood-stained details, this dramatic design offers a fashion-forward take on horror, catering to people seeking a more stylised, dramatic look this Halloween.
240cm is one big skeleton. Boland’s giant skeleton stands on a sturdy base and makes a striking centrepiece for Halloween, haunted houses, themed parties or spooky shop windows. Thanks to the movable arms and detailed design, you can easily create a terrifying scene, both indoors and in a covered outdoor location. All joints are flexible so it can be put in any pose as skeletally as possible.
Become one of the most iconic characters in Halloweentown in this Sally costume from Disguise. The dress features stitch patchwork art throughout, attached mesh sleeves, a Jack and Sally print on the bodice and a jagged skirt.
CHAKS brings favourite characters to life with licensed onesies, combining comfort, fun and iconic designs. Designed with a roomy fit for kids and an oversized fit for adults, they are perfect for relaxing, dressing up or celebrating. Pokémon, Super Mario, Spider-Man, Marvel, Sonic and Stitch are included in the range.
A few additions are joining Rubies’ award-winning KPop Demon Hunters collection, with fan-favourite characters Jinu and the adorable Derpy Tiger. Designed with a unisex fit, the range gives every child the chance to embrace the K-pop phenomenon, as it isn’t just girls who dream of being golden this Halloween.
The Retro Halloween range from Hootyballoo offers designs with all the classic Halloween favourites including ghosts, pumpkins, monsters, skulls, haunted houses and spiderwebs in a retro design with glow in the dark details.
Dress up as one of the most recognisable characters in OppoSuits’ Scooby-Doo onesie. The easy to wear and high quality onesie will ensure a classic and comfortable Halloween outfit.
HALLOWEEN 2026 PROGRESSIVE PARTY
25_27_29_31_33_Halloween.indd 3
29
12/10/2026 10:23
www.boland.eu | sales@boland.eu | 30_PP Spring 2026.indd 1
Boland_Partysupplies 12/10/2026 10:31
FOCUS ON: HALLOWEEN
PRODUCTS
Cats are possibly one the most popular searches on the internet but this Horror Cat Mask from Boland may not quite fall into the category. Boland’s LED Clown mask with three settings will surely scare your guests when they arrive or conversely scare your hosts as you arrive or if all of you are wearing them, will end up laughing.
The toy collectable every child loves, but with a spooky Halloween twist. The Smiffys Horror La Boo Costume brings one of the year’s biggest trends to life. Combining cute character styling with eerie Halloween details, this new costume offers the perfect balance of adorable and spooky, making it an exciting choice for young trick-or-treaters.
Boland’s Bloody Rabbit Plush Mask will undoubtedly scare the most dedicated lovers of this usually cuddly fluffy creature.
Disguise’s Spooky Stitch range transforms fanfavourite Stitch into a range of Halloween inspired looks. From wrapped-up mummies to caped vampires and cute pumpkins, each design features colourful prints, character hoods and comfortable fabrics that make dressing up fun for every occasion.
Following on from the summer of sport, Rubies has expanded its generic Halloween range with a selection of football-inspired costumes. Featuring playful characters such as Zombie Mess-icre and Ghoulessia R.I.P.sso, the costumes blend sporting icons with spooky Halloween fun, offering fresh, trend-led options that are sure to score high this season.
With increasing demand for coordinated group costumes, Smiffys has added a new family style to its generic Halloween collection. The Skeleton Pirate Family combines two Halloween classics, blending swashbuckling adventures with spooky skeleton details to create a fun, eye-catching option for families looking to match this Halloween season.
The Creepy Chic collection from Hootyballoo creates a spooky scene with monochrome skeleton, bat and spiderweb designs across tableware and décor.
Build the ultimate Halloween look with this ‘spooky’ Minecraft costume from Disguise. Featuring a detailed pixel-print jumpsuit and matching mask, this gaming favourite transforms virtual adventure into real-world fancy dress fun. Perfect for young Minecraft enthusiasts, it’s a spooky, screen-to-scene costume that’s ready for trick-or-treating.
HALLOWEEN 2026 PROGRESSIVE PARTY
25_27_29_31_33_Halloween.indd 4
31
12/10/2026 10:23
32_PP Spring 2026.indd 1
12/10/2026 10:32
FOCUS ON: HALLOWEEN
PRODUCTS
Celebrate Halloween with a playful Pokémon twist. This collection from Disguise features a witch-inspired dress and hat, alongside a mummy-style jumpsuit and matching hat. Showcasing beloved Pokémon characters and spooky seasonal details throughout, the range blends cute and creepy, making it ideal for young trainers ready for Halloween adventures.
The Crypt Keeper from Boland is an impressive, life-size Halloween decoration (170 cm), which instantly creates a chilling effect. Besides its terrifying appearance, this monster also makes creepy sounds and movements and comes to life through a sound sensor. The item is packed in full colour display with QR code for short action video.
The iconic CHAKS Terrifier licence continues with new products inspired by Art the Clown and the terrifying world of Terrifier.
Totally Spies is coming to CHAKS. The iconic trio is back with a complete collection of costumes, wigs and accessories. Create your own spy look and step into the world of Sam, Clover and Alex.
Leaning into the growing Mummy & Me trend, Smiffys has introduced a brand-new range of matching witch costumes. Available in classic purple, green and red colourways, these coordinated styles offer the perfect choice for parents and children, siblings, or groups looking to create a fun and memorable matching look this Halloween
With anticipation building for the upcoming Avengers: Doomsday release at the end of the year, Rubies has introduced new additions to its Marvel collection. Including fan-favourite characters, Thor, Cyclops, Beast, and the iconic Doctor Doom. With options available for kids and adults.
Ghost Face is one of those typical licences that works extremely well during Halloween. However if you’re going for that more sophisticated look then OppoSuits’ comfortable knitted sweater is your go to option. You can even wear this style until Christmas.
The Halloween Face latex collection from Gemar provides the perfect spooky décor for a Halloween party.
Hootyballoo’s new Pumpkin Season range offers tableware, décor and more with an autumnal design.
HALLOWEEN 2026 PROGRESSIVE PARTY
25_27_29_31_33_Halloween.indd 5
33
12/10/2026 10:24
EXECUTIVE PROFILE
executive profile Mark Brett
HOW LONG HAVE YOU BEEN AT THE COMPANY? I’ve worked with Boland for approximately 15 years.
WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY? The great thing about Boland is that you never have to do anything on your own. So with the support of the Boland team (my wife Julia who is also my business partner), there are two achievements. Starting with one current account in the UK, who we reached a peak of about 80 live customers with. The second is dramatically increasing our market penetration post January 2021 and Brexit.
FAVOURITE PART OF YOUR JOB? Hearing a new customer say ‘I wish I had started buying from Boland a long time ago’.
LEAST FAVOURITE PART OF YOUR JOB? Dealing with occasional courier or customs issues. Fortunately they are not frequent but when they do happen, they are always a pain.
WHO IS THE UNSUNG HERO OF THE COMPANY? There is not one unsung hero, there is a group of them and that is the Boland team. From day one, they have been supportive, flexible, creative and prepared to go the extra mile.
WHAT IS THE BIGGEST CHANGE WITHIN THE PARTY INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT? I will keep it to my time with Boland. I have been in the party industry most of my working life, so that rightly accounts for vast changes. However, since 2020 there have been monumental changes in a relatively short period of time. The balloon industry, alone, was completely transformed (worldwide). Generally, the demand for party decorations has fallen off a cliff. With dress up, there has been a big move from full costumes to accessorising, which has led to a lot of product development driven by fashion trends. The consumer does not want to go to a party just as a nun or Roman gladiator. Tumult within the supply chain that possibly would have happened anyway but was exacerbated by Covid.
34
WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN? Long term relationships are more profitable than short term gains.
BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE LAST YEAR? There are retail outlets out there that you would not normally associate with party, but are potentially very good customers. Just really difficult finding them.
IF YOU COULD CHANGE ONE THING ABOUT THE PARTY INDUSTRY, WHAT WOULD IT BE AND WHY? If we are talking about the UK, apart from maybe balloon decorating, there is very little sign of young blood coming into the retail (online and bricks and mortar) end of the distribution chain. I understand that the costof-living crisis has an impact, but I think there are some really good opportunities within our marketplace. Retail is indeed tough. I can go back to the Middle East Opec oil crisis in the 70s, the miners’ strike and the three-day week in the 80s, not least the financial crisis 2008/9, the UK party market thrived. I cannot actually remember a time when the customer base said that customers were coming through the door with a bucket load of money to spend. Retailing has changed dramatically, but some retailers have not. In the UK and Ireland (both have had significant reduction of party retailers within the last seven years), there are significant gaps calling out for creative and innovative party retailers.
IF YOU DIDN’T WORK IN THE PARTY INDUSTRY, WHAT INDUSTRY WOULD YOU WORK IN AND WHY? Weapons procurement. A number of years ago, a friend of mine within the industry, registered me somewhere as the chief weapons buyer (oh how I laughed - not). For the following year I got a variety of strange invites to go to various exhibitions. Fortunately it only lasted a year. The reality (not realistically) is that when I left school, I would have liked to have been in the diplomatic service or a foreign correspondent. I was not bright enough for either. So I ended up being a purveyor of party products. I love the industry, I just don’t love parties.
PURVEYOR OF PARTY PRODUCTS
Mark Brett, sole UK agent, Boland, chats about team work, market penetration and going the extra mile.
HALLOWEEN 2026 PROGRESSIVE PARTY
IBC_Executive Profile.indd 19
12/10/2026 10:26
PartyWorldwide.net is the only digital news platform dedicated to the global party products and celebration industry. It serves as the digital companion to Progressive Party magazine, the world’s only business magazine for the sector. Covering the industry’s updates each week, the newsflash reaches the inboxes of suppliers, buyers and all industry executives, with opted-in subscribers from across the globe. Industry News & Updates: Major developments, company acquisitions, executive appointments, retail trends. Event Coverage: Key dates, interviews and event coverage for all key exhibitions and conferences. Market Analysis: The platform features discussed insights, product trend and seasonal performance news along with the latest retail movements. Job & Distributor Listings: A dedicated section for global job vacancies and distributor opportunities within the party and celebration industry. Ensure your entire team is subscribed to be kept up to date.
Brought to you by the publishers of
For sponsorship and commercial enquiries please contact Rob Willis on robw@max-publishing.co.uk For news submissions and content enquiries, please contact Katie Roberts-Mason on katierm@max-publishing.co.uk
Party Worldwide.net_Full Page.indd 1
12/10/2026 10:45
AVAILABLE NOW ©2026 MARVEL © 2026 CPII
OBC_PP Halloween 2026.indd 1
12/10/2026 10:47