Progressive Party Europe: Summer 2026

July/August 2026

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MAX PUBLISHING THE HOME OF MARKET LEADING TRADE MAGAZINES March/April 2013

A

s I write this page, England has just been knocked out of the World Cup 2026 – a blow for so many, with the team having played so well up until and including the semi-final, but being pipped at the post by Argentina. But from a purely business perspective, the tournament, coupled with the ongoing glorious weather so far this summer, has created a much-needed boost for retail.

Consumers have been enjoying garden parties and get togethers in the sunshine to watch the games and generally enjoy the unusually high temperatures in the UK. There is much still to look forward to as well with various concerts, festivals, a bank holiday and sporting events, as well as wedding season, creating opportunities for dressing up, celebrating and partying right up until we start to prepare for Halloween.

In this issue, we look at the world of licensed party products, finding out what brands and properties are working well across all sectors of the party industry and how licensed product is performing.

We also talk to a range of suppliers about the ongoing issue of sustainability in party products. Having all taken notice and made changes to materials

used, packaging and processes, many companies are now thinking bigger when creating more sustainable businesses.

And finally, we take a dive into the world of balloons, which is ever changing in its trends and innovation. We find out what’s new in the sector, as well as the ‘Instagrammable’ installations that are taking centre stage at parties.

We’ll be back in September with the annual Progressive Halloween issue, so do keep us up to date with your plans for the season and we’ll be in touch to tell you how you can get involved and get your products in front of the key buyers ahead of the peak trading period.

In the meantime, partyworldwide.net is your up-to-date portal for all party industry news. If you’re not already signed up, make sure you head to the site and send your details to receive the weekly newsletters and as always, keep us updated with the news from your company to include on the site.

Have a wonderful summer.

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 SUMMER 2026 PROGRESSIVE PARTY EUROPE 03

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SAVE THE DATE Meet the right partners, secure international deals and be in touch with European consumers.

6-8TH OCT, 2026 ExCeL London BRANDLICENSING.EU

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WHAT’S

INSIDE 06

29

from party land…

Green is good, vitally good.

News: The latest

15

Letter from America: Ed Avis

says all must be fair in love and shop-floor

17

NABAS: What’s your brand personality?

19

19

Sustainability:

31

Balloon Innovations: Market update from latex-land

34

Executive Profile: Yufei Hu, communications and marketing officer, CHAKS

Brand Alliances:

Are you licensed to party?

ISSN 2058 797X

29

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.

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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

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PARTY

SUMMER 2026

TOP STORY

Rubies to design, manufacture and distribute the Smiffys brand under licence Rubies UK is entering into a strategic licence and distribution partnership with Smiffys UK. The partnership brings together two of the costume industry’s most recognised and established brands.

Rubies and Smiffys together will service all channels of retail from party and independents to ecommerce and the national retailer landscape, to provide unparalleled access for consumers to the combined portfolio.

Smiffys’ unique brand identity is maintained via the predominant retention of its operating team, who will become part of the Rubies family further to a

management services agreement attached to the licence.

Continued strategic support for licensors, retailers and distribution partners will remain at the heart of the business. Day-to-day operations, including product development, fulfilment and customer support, will continue as normal.

“Smiffys has been part of this industry for generations and we have

Party City rolls out Staples store-in-store concept Having closed all its stores after two bankruptcy filings, Party City’s comeback with Staples is being opened in more than 700 stores, with more locations planned by the end of the year.

The retailer is creating ‘oneAbove: Following a successful trial, Party City shopin-shops will roll out to 700 Staples stores. stop party hubs’ within the Staples stores, offering helium filled balloons, decorations, tableware, favours, gift bags, costume accessories and more.

Joel Weinshanker, ceo of Ad Populum, owner of Party City, said: “For as long as we can all remember, Party City has been the trusted go-to for balloons and party goods, known for quality, creativity and celebrations.

“As we take the new Party City to more places than ever before, finding the right partners is essential. Staples stood out immediately, not only for its national footprint, but for its strong connection to the communities we have both been party of for years.

“It felt like a natural fit from the start. Together, we’re making it easier for our many millions of combined loyal customers to celebrate and party with confidence at their local Party City, now at Staples.”

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Above: The new partnership brings together two of the costume industry’s most recognised and established brands.

enormous respect for the brand, its history and the relationships built around it. Bringing the strengths of Smiffys and Rubies closer together creates exciting opportunities for our partners and most importantly, positions us to support the market with even greater scale, creativity and service moving forward,” said Peter Warton, executive director, Rubies Masquerade (UK).

CHAKS launches new website and expands digital presence CHAKS has launched a new website, www.chaks.eu, designed to offer customers a more modern, intuitive and inspiring browsing experience.

The new platform showcases the company’s full product universe, latest collections and licensing portfolio.

To strengthen its communication with customers and partners, CHAKS has also launched its official social media channels. Follow @CHAKS.EU on Instagram for daily inspiration, product highlights and behind-the-scenes content and connect with @CHAKS on LinkedIn for company news, trade show updates and business announcements.

Below: CHAKS’ new site showcases the full product offering and licensing portfolio.

For the latest news visit PartyWorldwide.net

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PARTY NEWS

TOP STORY

P’tit Clown partners with Disguise Disguise has chosen P’tit Clown to boost its growth in France, Belgium, Luxembourg and Switzerland.

The partnership opens new opportunities for development and marks an important milestone in the company’s growth. By choosing P’tit Clown as a partner, Disguise is relying on a recognised player in the French and European markets, capable of providing its commercial expertise, logistical capabilities and distribution network to professionals in the party and discount sectors.

Above: P’tit Clown will distribute Disguise products across France, Belgium, Luxembourg and Switzerland.

Supermarkets and toy shops are not included in this agreement.

The partnership represents a shared vision: to make the most popular licences accessible to consumers through high-quality products, distributed efficiently across France, Belgium, Luxembourg and Switzerland.

Thanks to its sales team on the

Tiger Feet opens new Manchester flagship warehouse Tiger Feet has officially relocated its Manchester branch to a new flagship warehouse at Lowry Park.

The 39,613 sq ft at Unit 7, Lowry Park, Grimshaw Lane, Manchester has been meticulously designed to inspire, with the customer journey at the forefront. From Above: The new warehouse offers the full Tiger Feet range. a dedicated party supplies zone and quick-pay lanes at the tills, to a refreshment area and EV charging in the car park, the space has been designed to make every visit an experience.

Joanna Formby, head of commercial at Tiger Feet said: “We wanted to take a moment to extend a massive thank you to our incredible customers and dedicated suppliers who joined us for our opening week. Transitioning to our new flagship location was a huge undertaking, and seeing our customers shopping the aisles of the new branch has made every late night and box move worth it.

“To our suppliers: Thank you for your unwavering support and for working alongside us to ensure our new purpose-built space was stocked and ready for its debut. We are proud to showcase your products in a setting that finally does them justice.

“To our customers: You are the reason we do what we do.

Seeing your reactions to the Party Supplies Zone and hearing your feedback on the new layout and shop ability has been the highlight of our year. This flagship was built for you, and we are so glad to finally welcome you home.”

For the latest news visit PartyWorldwide.net

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ground, its storage capacity and its logistical expertise, P’tit Clown is an ideal partner to support the development of Disguise’s collections and strengthen its presence in the Western European market.

This partnership enables P’tit Clown to include a selection of around a hundred products in its 2026 catalogue, comprising 17 must-have licences: ■ The great Disney classics: Mickey, Minnie, Winnie the Pooh, Rapunzel, Cinderella, Belle, Aurora, Tinker Bell, Frozen and Moana.

■ Leading pop culture franchises: Stitch, The Nightmare Before Christmas, Pokémon, Super Mario, Minecraft, Zelda, Sonic and Demon Slayer.

Both companies have already confirmed their commitment to continuing and expanding their collaboration in the years to come. From 2027, new licences will be added to the current range including Ariel, Cruella, Maleficent, Ghostbusters, Cars, Batwheels, Snow White, Jasmine and Toy Story.

For professionals, the partnership offers the opportunity to benefit from one of the most attractive officially licensed ranges on the market, backed

by P’tit Clown’s sales force, commercial expertise and logistical capabilities.

CHAKS unveils a Westerninspired Carnival 2027 collection Looking ahead to Q4, CHAKS is introducing a new Collection Carnival 2027, inspired by the timeless appeal of the American West.

The new range combines authentic cowboy aesthetics with contemporary carnival fashion, featuring western hats, boots, bandanas, fringed accessories and eye-catching costumes for adults and children.

Designed to meet the growing demand for immersive themed celebrations, the collection offers retailers a fresh, trend-driven assortment that brings fun, adventure and strong visual impact to Carnival 2027.

Below: The new range combines a cowboy aesthetic with carnival fashion.

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@palmeragencies

 palmeragencies.com

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PARTY NEWS

TOP STORY

Oppo Merchandise Group expands women’s offering While OppoSuits already offers a women’s collection, which launched almost 10 years ago, 2027 will see the introduction of a completely new range of women’s dresses - Designed for women, by women.

The team has picked some of its best licences - Super Mario and Pokemon – as well as generic designs to launch the product group in spring 2027.

Over the past couple of months, Oppo Merchandise Group has also launched new licensed products including Transformers, Monopoly, The Smurfs and My Little Pony. Within each of these

collections the company has added its classic allover-printed suit as well as other classic product groups like Hawaiians, which it has seen great demand for. In addition to this summer item, Oppo Merchandise Group is also prepared for autumn and winter with onesies and fleece sweaters.

Below: Oppo Merchandise Group has launched new licensed products including Transformers, Monopoly, The Smurfs and My Little Pony.

EBPC welcomes EC’s decision to fine Temu The EBPC has welcomed the European Commission’s decision to fine the online marketplace Temu €200 million under the #DigitalServicesAct (DSA).

The European Balloon & Party Council has also responded to renewed warnings from the Swedish Chemicals Agency (Kemikalieinspektionen) over hazardous substances, including carcinogens found in non-compliant natural rubber latex balloons, sold through platforms based outside the EU. EBPC’s message is simple: not all balloons are the same.

The EC found that Temu failed to diligently identify and assess the systemic risk of illegal and unsafe products reaching EU consumers. The decision gives Temu until 28 August 2026 to submit a corrective action plan, with further periodic penalties possible if it fails to comply.

EBPC welcomes regulators drawing attention to this issue and stresses that it reflects how certain products are sourced and sold for quick profit, disregarding the safety measures put in place for EU Citizens.

“This is exactly the problem we have been raising for years,” said the EBPC director general, Suteesh Chumber. “Not all balloons are the same. Reputable European manufacturers invest millions in high quality raw materials, compliance, and safety testing, and abide by strict harmonised EU standards such as EN 71-12, which sets out chemical testing for nitrosamines in latex balloons. When a balloon is made and sold to those standards, it is safe.

“The danger comes from non-compliant products that bypass the rules entirely by using online marketplaces, and this fine confirms what consumer testing and regulators have shown repeatedly: the rules work. What has been missing is #MarketEnforcement.”

The findings reflect a challenge Above: EBPC’s message is simple: that extends far not all balloons are the same. beyond any single product category. As the Swedish Chemicals Agency has warned, millions of parcels arrive from outside the EU every day and non-compliant products often simply reappear under a new article number once flagged.

In a recent joint statement co-signed by EBPC and 70 environmental, consumer, retail and industry organisations, the signatories called on the European Commission to urgently strengthen online marketplace accountability.

NCA launches National Independent Costume Store Day A new national celebration is coming to the costume industry and it’s all about shining a spotlight on the independent costume stores.

The National Costumers Association is proud to announce the launch of National Independent Costume Store Day, which will debut on Saturday 10 October, 2026.

Inspired by the success of Independent Bookstore Day and Record Store Day, this annual event on the second Saturday of October will celebrate the unique role independent costume stores play in communities across North America.

From helping schools and theatres bring productions to life, to outfitting Halloween enthusiasts, cosplayers, performers and community events, independent costume stores do far more than rent and sell costumes they create experiences, preserve history, support the arts and foster imagination.

“National Independent Costume

For the latest news visit PartyWorldwide.net

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Store Day will give our members an opportunity to tell their stories, celebrate their businesses, and remind customers why shopping local matters,” said NCA vice president, Courtland Hickey, who proposed the initiative. “Independent costume stores are unlike any other retail business. They are filled with creativity, expertise, history, and passionate people who make communities stronger.”

Participating stores will be encouraged to create their own celebrations and to support the effort, the NCA will provide members with marketing materials, social media graphics, press releases, promotional ideas, signage and media outreach resources. The association will also coordinate national publicity efforts.

A National Independent Costume Store Day Committee has already been formed and is hard at work developing plans, resources and promotional opportunities for members.

Left: The annual event on the second Saturday of October will celebrate the unique role independent costume stores play in communities.

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PARTY NEWS

TOP STORY

New hires bolster team Tuftex

Spooky Awards return for 2026 The Halloween & Costume Association (HCA) has announced the return of the Spooky Awards, the official celebration of innovation, creativity and excellence in the Halloween industry.

Now entering its third year, the programme invites manufacturers and creators to showcase the very best in costumes, accessories, décor, make-up and more. The awards continue to attract submissions from leading Halloween manufacturers, helping spotlight the products shaping each season’s trends.

The 2026 Spooky Awards promise to conjure even more excitement, recognising the freshest and most fun products of the season. The competition is open to all Halloween product manufacturers, HCA members and non-members alike.

“The Spooky Awards were created to celebrate the incredible creativity and innovation that

make the Halloween industry so unique,” said Michele Boylstein, executive director of the Halloween & Costume Association. “Each year we are inspired by the imagination, craftsmanship, and passion behind the products submitted, and we look forward to recognising the best of the best once again in 2026.”

Finalists will be announced on or around 25 September, 2026. Winners will be revealed live during the 2027 Halloween & Party Expo in New Orleans, where the industry’s leading manufacturers, retailers, buyers and media gather to celebrate innovation and discover what’s next in Halloween.

Below: The HCA’s Spooky Awards return for their third consecutive year in 2026.

Tuftex balloons has announced two new appointments to team Tuftex.

Yulia Sidorova has been hired to support growth, customer relationships and partner management throughout Europe and the UK. Working closely with customers, distributors and Team Tuftex, Yulia will serve as a key liaison focused on building connections and exploring new market opportunities.

Above: Karla Labrador, left and Julia Sidorova have joined team Tuftex.

Yulia brings a wealth of knowledge in the industry, an international mindset, a people-first approach and has a passion for relationship building.

These attributes make Yulia a natural fit for Tuftex as it continues expanding its global presence.

Karla Labrador will be leading team Tuftex LA. An original Tuftex color crew member, Karla first used Tuftex in 2018 and fell in love. Since 2019, she has built a successful balloon business based in the Valley and surrounding LA areas.

Karla will support Tuftex efforts in the LA area and will be a familiar face at other events attended and sponsored by Tuftex.

Balloon Museum announces first permanent US flagship After captivating more than eight million visitors across Europe, North America and Asia, Balloon Museum has announced a permanent location at the historic Tin Building in Lower Manhattan’s Seaport.

Launched in Italy as an experimental showcase, Balloon Museum has rapidly evolved into an international success story. Created by Lux Entertainment, it brings together exhibition-making, experiential design and monumental, site-specific works, also serving as a platform for ambitious inflatable commissions developed with renowned artists.

DAYDREAM – Air Becomes Art, takes its name from the moment when, in the midst of ordinary daily life, we drift away and slip into a dreamlike reality – head in the clouds, eyes elsewhere.

Featuring acclaimed and award-winning names, the exhibition offers a concept-driven sensory journey in which the familiar gives way to the surreal. These installations invite the discovery of new perspectives and active engagement, triggering a radical emotional activation in which air itself becomes art.

“Balloon Museum was founded on the idea that air and inflatables could become a powerful contemporary language,” said Roberto Fantauzzi, founder and ceo of Lux Entertainment and president of Balloon Museum (USA). “Establishing a permanent home in New York is an extraordinary milestone for our organisation

For the latest news visit PartyWorldwide.net

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and a reflection of how far this vision has grown.”

DAYDREAM unfolds as a collective show, organised into a sequence of settings - works that use light, sound, colour, reflection, volume and air as materials, inviting exploratory forms of interaction. At its centre is Marina Abramović’s new installation, Snowy/Windy/Spring on Planet Z. Below: Balloon Museum has announced a permanent location Below the Tin Building in Lower Manhattan’s Seaport.

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PARTY NEWS

TOP STORY

Michaels ‘doubles down’ as North America’s celebration destination With a 60% larger assortment and new exclusive customisation bars in The Party Shop, Michaels hopes to offer unmatched scale, selection and value.

Michaels is significantly expanding The Party Shop at Michaels, making it easier for consumers to plan events with an assortment that spans from everyday essentials to the extraordinary.

By broadening selection by 60%, expanding into new categories like piñatas and introducing exclusive customisation bars, Michaels is doubling down on its commitment to being the onestop for every celebration.

In the past year, Michaels has grown its assortment to over 4,500 party supplies and balloons across 60+ themes. Now, it is scaling up its in-store party assortment by 60% and introducing nearly 600 new products throughout 2026. The updated lineup includes: ■ New piñata category.

■ Licensed essentials.

■ Year-round entertaining.

■ New in-store customisation bars.

Michaels is rolling out exclusive

DIY bars that invite shoppers to personalise their celebrations in real-time: ■ The favour bar.

■ The candy bar.

■ The DIY banner bar.

■ The 5 for $5 signature ■ stripe packaging.

“At Michaels, we believe the joy of celebrating should begin the moment you start planning,” said David Boone, ceo at Michaels. “As North America’s ultimate celebration destination, we are committed

P’tit Clown becomes the majority shareholder of Dynastrib Clown markets its P’tit Clown and products internationally, Dynastrib have joined a key aspect of this forces to bring a new, partnership. comprehensive and Founded in 2004, range of services to the Dynastrib has events sector. established itself P’tit Clown, an expert as a leading French in the distribution of provider of birthday party supplies since 1977 party planning and and Dynastrib, a leading decoration services. name in birthday party With direct contracts supplies and holder of with rights holders, an exceptional portfolio the company markets of official licences since an exclusive line 2004, have announced a of disposable and strategic partnership. reusable tableware The partnership under the most popular creates an alliance with Above: P’tit Clown and Dynastrib official licences in pop powerful synergies to have joined forces. culture and soccer. establish themselves as Building on this expertise, Dynastrib the leading players in the party industry is now taking a new step forward. The in France and abroad. two companies share common values Founded in 1977, P’tit Clown is a and complementary offerings: P’tit French family-owned business, a Clown brings its distribution network recognised importer and a key sales and international reach, while Dynastrib partner for specialty stores, discount enhances the offering with its official retailers and independent toy stores. licences, which are among the most Offering a wide range of products and sought after on the market. costumes under its own brand, P’tit

For the latest news visit PartyWorldwide.net

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to being the true one-stop shop, delivering a differentiated selection and exclusive experiences — from our industry-leading balloon services to our brand-new customisation bars – that empower our customers to transform any milestone into something truly extraordinary.”

As home to the largest balloon selection - having inflated over 17 million balloons in the last year alone - Michaels offers a range of exclusive designs, pre-made bouquets and balloon accessories. This full-service experience features flexible inflation and assembly options perfectly tailored to every celebration style.

Below: Michaels is introducing nearly 600 new products throughout 2026.

Dates released for 2027 British Balloon Bash The British Balloon Bash will return to Blackpool from 25–28 February 2027.

The popular event, which is sponsored by Sempertex, BesTex

by Sensations and NABAS, returns to The Grand Hotel, Blackpool in 2027, offering three days of balloon twisting, networking and learning.

Ticket price includes all classes with top instructors, entry to the Friday evening competitions, use of thousands of balloons in the Jam room, sponsor goodie bags and lunch buffet from Friday to Sunday.

Above: The British Balloon Bash will return in February 2027.

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COLUMNIST

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

Costume shops and costume manufacturers have a symbiotic relationship – they need each other. And when both parties are getting what they want, that relationship is healthy. But sometimes that relationship becomes a bit unhealthy. Like when suppliers start competing directly with retailers online.

Stores tell suppliers: Stop competing

T

hat’s one conclusion from a survey NCA members completed in April. One question in the survey asked: ‘What factors play into your decision to purchase a particular product?’

Respondents could choose from four replies: ■ Plays an essential role in my decision ■ Plays an important role ■ Plays a small role ■ Plays no role 23 NCA retailer members completed the survey and 16 of them (70%) chose ‘plays an essential role in my decision’ when the factor was ‘whether a supplier competes with me online’.

No other factor ranked as high. The two closest were ‘discounts are available for NCA members’ and ‘the product will be perceived as high quality’, both of which had 14 responses in the ‘essential role’ category.

It is interesting to note, however, that four respondents (17%) said that suppliers competing against them online played ‘no role’ in their decisions. Zero respondents chose that response for the

discounts and quality factors. So, evidently, some members don’t care about supplier competition.

The topic of suppliers competing with stores came up again during an online panel discussion on 14 May

titled, ‘What buyer members want vendor [supplier] members to know’.

Two panelists mentioned that they hate it when suppliers try to force them to adhere to minimum advertised prices (MAP) but then don’t enforce those rules on big-box retailers, or worse yet, sell on their own site for below MAP. “That is the worst thing that you can do,” one panelist said. “You’re hurting us. It’s already hurting us when you’re selling to people like Target and other stores at a lower price than you’re selling to us at. But then, when you’re suggesting the retail price be such and such, but on your own store, you’re selling it for less than that, that just hurts us.”

On the other side of the coin, praise was heaped on suppliers who understand the struggles small retailers face and especially those who are sensitive to the pricing situation.

These days it’s understood that most suppliers sell their own products online, but undercutting retail prices simply makes it difficult for retailers to compete.

So the message to suppliers is clear: Please recognise that your wholesale customers need your respect and consideration, not your competition.

Below: Suppliers competing with retailers online was the top factor playing into retailers’ decisions on whether to stock certain items.

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CoLo Ad 210x297.pdf

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The pairing that always belonged together Autumn Fair and Glee come together for 2 days on the 8th & 9th September 2026.

Scan to find out more

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ASPECTS OF ASSOCIATION: NABAS

Left: Claire Carney and Victoria Cooke.

Knowing your brand personality can help you position yourself in a way that your customers can engage and resonate with – but what is yours? In what can feel like a crowded and ever more competitive market, playing to your strengths can give you a natural advantage – you just need to work out what your strengths are and how to position yourself.

Know your brand personality

O

ne method is to research Carl Jung’s archetypes – 12 elements within our personalities with one that is usually more dominant. People buy from people, so tapping into a relatable

human trait can help shape a genuine, authentic marketing message.

Once you are familiar with the archetypes, it is interesting to see which well-known brands might fit each element. For example, many

of the luxury and elite brands could fit into the ‘ruler’ where being the best and very powerful in their market is incredibly important.

Compare this to the ‘caregiver’, which encompasses brands which make their customers feel like they are being nurtured and looked after.

Some of the archetypes lend themselves perfectly to our industry which is dedicated to delivering fun and joy: The artist: This needs very little explanation - using your artistic flair and skill means that if someone comes to you with an idea you can bring it to fruition.

The wizard: This is the principle of creating magic, making dreams come true and making things happen.

The jester: Pleasure is the key to this archetype – living in the moment, creating occasions full of enjoyment and bringing happiness to those around us.

Whilst being a core part of such a vibrant industry, our role at NABAS fits a very different archetype – the ‘sage’. With our priorities of: ■ Providing facts and information to support others in our field.

■ Researching and facilitating benefits to help our members grow and thrive.

■ Being an anchor for members to seek advice and support from.

We are a point of calm and strength that members can rely on. We’re not quite in the league of Yoda though!

Why not investigate the archetypes and see which feels like it most aligns with your business? Maybe then you can adapt your marketing message to draw on that strength and create something that your customers can really relate to.

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.

If you are interested in helping to drive our industry forward, simply head to www.nabas.co.uk to find out more or reach out to us and we’ll happily have a chat!

Claire Carney and Victoria Cooke NABAS Co-Chairs chair@nabas.co.uk

www.nabas.co.uk

Left: NABAS has been the UK’s independent trade association for the balloon and party industry since 1987.

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AVAILABLE NOW ©2026 MARVEL © 2026 CPII

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FOCUS ON: LICENSING

Licensed to thrill Licensed products play a key role in the party industry, from Halloween to children’s parties and fancy dress parties.

Progressive Party finds out what’s trending in licensed party products and what brands are hot right now.

W

hether it’s the latest children’s hit series, a blockbuster movie or a retro food brand, there is a wide range of brands which are in high demand across a range of party sectors, from dress up to partyware, balloons, accessories and more.

Alice Smith, marketing manager, Smiffys, begins: “Licensed costumes continue to be one of the strongest performing categories at Smiffys, with consumers increasingly looking for recognisable characters and brands that

Above: Classic Disney licences remain popular for party, such as this Gender Reveal Range from Folat.

Far left: The release of the new Supergirl movie has boosted sales for Rubies.

Left: Yellowstone is a standout licence for the season for Smiffys.

Below: Smiffys’ Top Gun & Grease ranges continue to prove that classic licences have lasting power.

tap into current entertainment trends while offering year round appeal.”

Fran Hales, head of marketing and portfolio, Rubies, agrees: “At Rubies, we have seen blockbuster movie releases and viral entertainment trends shaping consumer purchasing decisions more than ever. Retailers are seeing the strongest results from properties that

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© LUDO STUDIO.

© 2026 MATTEL.

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FOCUS ON: LICENSING

generate excitement across multiple audiences, creating demand for everything from children’s dress-up to adult cosplay.”

Certain sectors are seeing increased popularity at the moment. Alli Moore, brand licensing manager, Folat, explains: “Licensed party tableware is undergoing a style-led refresh as consumers increasingly seek celebrations that are immersive, personalised and social media-ready.”

In terms of the brands proving popular this year, there are some standout names. Fran continues: “Marvel remains one of the strongest performing licences in our portfolio, with excitement building around Spider-Man Brand New Day, which is set to drive demand throughout the summer, while anticipation for Avengers: Doomsday later this year is already generating interest in classic superhero characters for parties, events and cosplay.

“The release of the new Supergirl movie has boosted sales, as consumers celebrate one of DC’s most iconic female superheroes.

In the children’s sector, the upcoming Paw Patrol Dino Movie presents another fantastic opportunity, with younger fans eager to dress as their favourite rescue pups ahead of the film’s release.

“Alongside these established franchises, KPop Demon Hunters has been a standout performer since launch, highlighting how quickly consumers embrace fresh entertainment properties with strong visual identities.

With even more products joining the range soon, we’re excited to build on that momentum. As licensed entertainment continues to dominate popular culture, we encourage retailers to stay ahead of upcoming releases and trending properties in the run up to Halloween.”

The younger audience is strong for Folat. Alli says: “Preschool brands continue to be among the category’s strongest performers, with properties that resonate with both young children and nostalgic millennial parents, giving them broad cross-generational appeal.”

Smiffys is seeing both new and established brands proving popular.

Alice adds: “One of the standout licences for the season is Yellowstone, with renewed interest following the release of the new Dutton Ranch series.

The franchise’s distinctive Western aesthetic translates perfectly into dressup, appealing to customers looking for stylish, wearable costumes for themed parties and country music events.

“Meanwhile, Top Gun & Grease continue to prove that classic licences have lasting power.

Every summer, we see strong demand driven by festivals, hen and stag parties and decade themed events. These instantly recognisable licences remain a go-to choice for group dressing.

“Looking ahead, The Cat in the Hat is set to be a major talking point as excitement builds around the new movie releasing this November. Dr. Seuss remains an iconic property with broad cross generational appeal, making it an excellent opportunity for retailers to capitalise on both nostalgic adults and family dressup occasions.

“At Smiffys, we’re seeing that the most successful licensed ranges combine cultural relevance with timeless appeal, giving retailers products that perform well beyond a single season and across multiple occasions.”

Social media is influencing how consumers shop for licensed party products. Alli tells PP: “While character licensing remains the foundation of the category, the way shoppers engage with licensed products is evolving. Rather than simply purchasing basic party essentials, today’s consumers are looking for coordinated collections that create a complete party experience, from tableware and decorations to matching accessories.”

Above: Following the phenomenal success of KPop Demon Hunters, Rubies is expanding its best-selling licensed range with the new Golden Collection, inspired by the film’s iconic performance of the song of the same name. The premium costumes for Rumi, Mira and Zoey feature elevated designs with metallic gold detailing and stage ready styling, capturing the group’s iconic performance looks. These quality costumes make the perfect group option for Halloween.

Cross category licensing can also aid sales. Olivia Lewis, associate brand manager, Disguise, concludes: “As of January 2026, Disguise has secured the rights to Sonic the Hedgehog and has introduced new Sonic and Shadow fancy dress costumes and accessories.

“A key advantage of this licensing agreement is the opportunity for Disguise to align with Jakks Pacific’s toy range, enabling cross-category activations and strengthened collaboration with retail partners to enhance brand visibility and consumer engagement.”

To find out what’s new in licensed party products, turn the page.

Above: The Cat in the Hat range from Smiffys is set to be a major talking point as the new movie releases this November.

Right: Sonic the Hedgehog is new to Disguise for 2026.

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NEW

Join the Paw Patrol adventure!

www.chaks.eu // info@chaks.fr

Explore our new collection of Paw Patrol costumes and onesies for kids and grown-ups. Fun, and heroic style for the whole family! ©2025 &TM Spin Master Ltd. All rights reserved.

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LICENSED PRODUCTS

Rubies has launched a new accessory range to add to its KPop Demon Hunters collection. The perfect addition to the costume range, the new products include cosmetics sets and clip-in hair pieces.

Ideal add-on purchases to the costumes, as well as working together to create an ‘instant kit’ to help young fans become a member of the well-loved band.

CHAKS is expanding its licensed party range with three new properties: Lucky Luke, Coca-Cola and Totally Spies.

The brands appeal to a wide variety of consumers, from nostalgic adults to younger generations discovering the characters and designs. The new collections include a broad selection of party decorations, tableware, accessories and celebration essentials, offering retailers fresh opportunities across multiple occasions

Elegant, romantic, and sprinkled with fairy-tale magic, the Disney Princess Hen Party balloon and party range from Folat is designed to make every bride-to-be feel like royalty. Featuring soft pinks, shimmering gold accents and enchanting Cinderella-inspired details, the range transforms any hen celebration into a memorable storybook occasion. From stylish tableware and decorations to fun party accessories, the collection has everything needed to create a celebration fit for a princess. Most items due to arrive from September.

Folat’s new Hello Kitty collection is bursting with charm, friendship and fun - this coordinated collection spans partyware, balloons, decorations and accessories, making it simple to create a beautifully styled celebration from start to finish. Large shape balloons available now, with remaining balloons arriving throughout the summer and partyware and accessories available from September.

With anticipation building for this summer’s SpiderMan: Brand New Day movie, Rubies has introduced a new range of officially licensed costumes inspired

by Marvel’s iconic web-slinger. Designed to capture Spider-Man’s latest on-screen look, the collection is timed to meet demand from young fans eager to recreate the action following the film’s release.

Disguise has secured the rights to Sonic the Hedgehog and has introduced new Sonic and Shadow fancy dress costumes and accessories. Looking ahead, Disguise is well positioned to build on this momentum, with plans to further expand the range through additional costume and accessory launches in 2027.

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T

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2025 RA NA TIO N A L T

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LICENSED PRODUCTS

The Retro Mickey & Minnie Gender Reveal party and balloon collection from Folat brings a classic twist to one of life’s most exciting celebrations. Featuring soft tones, playful patterns and vintage-inspired artwork of Mickey Mouse and Minnie Mouse, the collection creates a fun and heartwarming setting for sharing the big news. With coordinated decorations, tableware and gender reveal party accessories, it offers everything needed to celebrate this special milestone in true Disney style. Balloons in stock now, with partyware items due from September onwards.

Bringing one of children’s publishing’s most beloved characters to life, Smiffys’ new Isadora Moon costume is a magical addition to the licensed dress-up category. Inspired by Harriet Muncaster’s bestselling book series, the officially licensed costume captures Isadora’s signature pink and black style. Isadora Moon is half vampire and half fairy, making the costume the perfect option for both Halloween and Book Day.

Horror continues to be one of the most resilient categories in the licensed costume market and Smiffys’ new officially licensed SAW range taps into the enduring popularity of one of cinema’s most iconic horror franchises. Featuring instantly recognisable character looks inspired by the films, the collection is perfectly timed for Halloween and features options for both kids and adults. The range also includes a stand-alone latex character mask.

Folat’s new LEGO NINJAGO party range has everything young ninjas need to train, play, and celebrate in true ninja style. Inspired by the actionpacked world of NINJAGO, the collection features coordinated tableware, balloons, decorations and costumes, making it easy to create an epic birthday adventure. All items due in the autumn.

Build the ultimate celebration with Folat’s new LEGO party, balloon and costume range. Designed for builders of all ages, the collection brings the creativity, colour, and fun of the LEGO brand to every aspect of the party. Featuring vibrant tableware, eye-catching balloons, bold decorations, playful accessories and exciting party favours, each element is designed to inspire imagination and encourage creativity.

Also in Rubies’ Paw Patrol collection is Rex (a fan favourite from a spin off series), who is a paraplegic dog and uses a wheelchair on his hind legs which he built himself. The costume features the felt wheels and cute character details.

Rubies is expanding its Paw Patrol costume collection with the launch of the new Rhubarb the Dinosaur costume, inspired by the upcoming Paw Patrol Dino Movie. Perfect for younger fans, the all-in-one jumpsuit features a vibrant dinosaur print, attached 3D tail and a soft character headpiece with printed eyes and dinosaur teeth, bringing Rhubarb to life in a fun, child friendly design. With the new movie set to generate excitement among preschool audiences, this officially licensed costume offers retailers a timely opportunity to capitalise on one of the biggest children’s entertainment launches of the year.

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From playtime to dreamtime – experts in every line Specialist divisions designing & manufacturing Kids & Adult Nightwear, Babywear, Fashion Sportswear & Outdoorwear

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Experts in all our One creative team.

Specialists in cross category ranges

Our newest licenses

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SUSTAINABILITY

Green party Sustainability is less of a buzz word in 2026 and more of a nonnegotiable for the vast majority of businesses.

The party sector has made some major changes over recent years to create more eco-friendly options and many are now heavily focused on sustainable business operations as a whole. Some key suppliers explain what sustainability means to them.

S

ustainability is vital to the party industry, as with many sectors of business. Mark Brett, sole UK agent, Boland, begins: “The importance of sustainability within our industry is paramount to its survival. if no other reason other than practicability and profitability. It is a serious priority with many consumers and if ignored, the product will cease to be of attraction and demand will drop. Clearly not a position any supplier would want.

“The majority of suppliers are moving in this direction, however, it will not happen overnight as many of the traditional products have been long manufactured in a particular way that is perhaps currently not sustainable, but will take some time to develop methods which make the product both sustainable and fit for purpose at an affordable price for the consumer.”

While the macroeconomic climate remains challenging however, it can be a balancing act when prioritising sustainability. Mark continues: “Our industry has experienced much upheaval over the last couple of years. I think we have to be very honest that many are focused on survival first, sustainability second.

Until UK (and European) government gets its act together about the huge

online sellers from China (Shein, Temu and jd.com) and eliminates the favoured selling conditions, as well non-conforming product, the consumer focus will be price.

With continuous immense pressure on margins, the investment needed to pursue true sustainability is unlikely to be forthcoming for some time.”

The eradication of single use plastics, a shift to recycled and recyclable materials and a move to eco-friendly manufacturing processes has been just the beginning of the sustainability journey for many in the party industry. Gloria Veta, brand and sales director, Gemar, begins: “Sustainability means creating positive impact through tangible actions that benefit both people and the environment. As part of this commitment, Gemar has chosen to support the ‘Nuovo Orto Biologico’ project developed

by Cooperativa Sociale La Nuova Arca, a social cooperative based in Rome which promotes inclusion, autonomy and opportunity through social and organic agriculture.”

Located in Castel di Leva, on the outskirts of Rome, the project combines certified organic farming with social inclusion, creating meaningful training and work opportunities, while contributing to the wellbeing of the local community.

Gemar’s contribution to the project will support the development of a new organic garden through the planting of 2,830 certified organic vegetable plants, the installation of a dedicated irrigation system and the supply of essential cultivation materials, including compost and agricultural covers.

Gloria adds: “These resources will help strengthen the cooperative’s farming

Below left and right: By supporting the ‘Nuovo Orto Biologico’, a social cooperative project based in Rome, Gemar is investing in an initiative that generates both environmental and social value.

activities, while enhancing biodiversity and promoting responsible land management in the peri-urban area surrounding Rome.

“By supporting the ‘Nuovo Orto Biologico’ project, Gemar is investing in an initiative that generates both environmental and social value. It reflects the company’s belief that sustainability is not only about reducing environmental impact, but also about supporting local communities through concrete, measurable actions capable of creating lasting positive change.”

Outside of such projects, reusability is also an important consideration. Jonathan Grassi, vice president, Grabo Balloons, outlines: “Sustainability continues to be an important topic for both retailers and consumers, but we believe the conversation is becoming more practical.

Rather than looking only at materials, decorators are increasingly considering how products can be reused and enjoyed beyond a single event.

“High-quality foil balloons are often deflated, stored and reused for future celebrations, photo shoots, window displays or themed installations. Their durability allows them to remain part of a decorator’s inventory long after the original event, extending the product’s lifespan and reducing unnecessary waste.

Jonathan concludes: “For us, sustainability is closely linked to quality, durability and versatility - creating products that customers want to keep, reuse and enjoy again and again.”

There’s much to consider when it comes to sustainability in party and its importance has to be balanced with profitability, but many suppliers are making huge strides in creating more eco-friendly options for consumers.

Above: Earlier this year Boland launched a range of polyester reusable bunting, available in 14 colour ways and in 6-metre lengths.

Left: New from Boland for 2026 is a 3-metre paper garland of atmospheric tropical leaves.

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BALLOON INNOVATIONS

what goes

UP

Balloons are a staple of the party industry and a sector which is constantly innovating and creating new trends and designs.

Progressive Party catches up with some key suppliers to find out the latest in inflatable art.

V

isitors to the recent CAP Expo show will have seen that balloons are once again making an impact on the party industry. Bright colours and bold patterns sit alongside subtle palettes to provide something for every party and celebration.

Gloria Veta, global brand and sales director, Gemar, begins: “At Gemar Balloons we love bringing creativity and fun to every celebration.

Our new animal print balloons are designed to add a playful and Below: If the party isn’t Instagrammable, like this one from Folat Riethmuller, did it even happen?

adventurous touch. Among the newest designs, the cow and giraffe patterns are perfect for creating themed decorations inspired by safari adventures or lively rodeo parties.

“Whether you are planning a birthday party for children, a family celebration, or a themed event for adults, animal prints add personality and a sense of fun to the environment. The cow pattern brings a charming western feel, while the giraffe print introduces a warm and exotic safari atmosphere.

“Mix them with natural tones, greens, and complementary balloons to build dynamic and memorable decorations.”

Chloe Leman, marketing manager UK, Folat, continues: “The neon trend is officially lit. Bringing bold, high-impact colour to celebrations, the Folat Riethmüller Neon Number balloons are available in five vibrant shades - perfect for creating statement birthday moments that can’t be missed.

“When paired with coordinating neon partyware and glow-in-thedark accessories, these balloons transform any setting into an electrifying celebration space. Think luminous tablescapes, glowing backdrops, and party atmospheres that come alive after dark.”

Meanwhile, Grabo has seen a move towards subtle colourways. Jonathan Grassi, vice president, comments: “Soft, sophisticated shades inspired by interior design and fashion are becoming increasingly popular, allowing decorators to create timeless palettes that remain stylish throughout the year. At the same time, non-message

Above: The Folat Riethmüller Neon Number balloons are available in five vibrant shades.

designs and coordinated collections offer greater flexibility, helping retailers reduce complexity while giving decorators more creative freedom.”

Adaptability is key, Jonathan adds: “Decorators are increasingly looking for products that combine elegance, versatility and long-term appeal. Rather than focusing only on themed celebrations, professionals are choosing balloons that can be adapted to a wide variety of events, from weddings and baby showers to corporate functions and luxury installations.”

Themes that consumers can create themselves are important, says Chloe: “The global party balloon market continues to boom, driven by consumers who want more than a simple gesture - they’re looking for complete immersive experiences.

Today’s celebrations are all about cohesion, with coordinated themes spanning everything from statement balloons and room décor to tableware, party favours and games.

“With DIY balloon arches and garland sets and pre-selected bouquets, many of which have coordinating party ranges available – it’s never been easier to build your own party.

“With more people choosing to celebrate at home rather than hire venues, convenience is key. Easy-toinflate designs and at-home decorating solutions are in high demand, allowing consumers to create professionallooking setups with minimal effort. And, of course, no celebration is complete without a picture-perfect backdrop - because if it’s not Instagrammable,

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Soft Softtones. tones.Endless Endlessinspiration. inspiration.

Discover Discoverthe thedelicate delicatebeauty beautyof ofGemar Gemar Marshmallow Marshmallowcolours. colours.

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BALLOON INNOVATIONS

Above: Gemar’s new animal print balloons are designed to add a playful and adventurous touch.

did it even happen?”

Jonathan agrees: “Another growing trend is the demand for complete product families. Having the same colour available across solid colours, numbers and decorative shapes makes it easier to build cohesive installations with a premium look.”

However creating the perfect balloon installation has not been without its challenges recently. Chloe concludes: “As global challenges continue to impact helium pricing and supply, the industry is embracing creative alternatives. Air-filled balloon solutions and hanging décor are no longer a compromise, they’re an opportunity for innovation.

“From Mini Air-Fill foil balloons to an expanding range of selfstanding options, including Anagram AirLoonz, Folat Riethmüller makes it easy to deliver impactful displays without helium.

Versatile, cost-effective, and easy to assemble, these solutions ensure

Below: Folat Riethmüller makes it easy to deliver impactful displays without helium, like this creation with Anagram AirLoonz.

that no occasion has to go without a show-stopping centrepiece.”

To find out what’s new in the balloon sector, see below.

BALL0ON PRODUCTS

Print-A-Loon by Rocca Fun Factory is the revolutionary machine retailers have been waiting for. The compact machine allows you to instantly print custom Foil balloons in-store in few minutes.

Thanks to the included accessories, you can also personalise t-shirts, bottles and gadgets for birthdays or corporate events. It is flexible, easy to use and takes up very little space. Investment is risk-free: retailers get a one-year warranty, staff training and technical assistance included.

‘Cutecore’ is a top summer trend, with Kawaii being key to the styling. Pure joy, colourful and a touch of whimsy, the new Kawaii Party range from Folat Riethmüller is a collection that turns every birthday into a cheerful world of fresh pastels, bright colours, playful shapes and loveable characters.

Introducing mini piñatas and new foil shapes alongside bubbly letter banners, tableware and more.

With Gemar Balloons’ animal prints, transforming any venue into a lively, themed experience becomes both simple and effective.

Introducing White Gold – a sophisticated new addition to the Grabo Solid Colour range. Blending the warmth of gold with the softness of ivory, this refined shade brings timeless elegance to every celebration. Alongside the Solid Colours, White Gold is also available in 26” and 40” Numbers, as well as Grabo’s Bow shape.

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EXECUTIVE PROFILE

executive profile Yufei Hu

DON’T WAIT FOR EVERYTHING TO BE PERFECT Yufei Hu, communications and marketing officer, CHAKS, chats about building communications strategies, prioritising and sustainability.

HOW LONG HAVE YOU BEEN AT THE COMPANY? I joined CHAKS in November 2025, so I have been with the company for around eight months.

WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY? One of my biggest achievements has been building the foundation of CHAKS’ communication strategy. When I joined, communication was mainly focused on traditional tools, so I worked on developing our digital presence, including launching and structuring our social media channels, improving newsletters, creating communication plans and strengthening our brand identity.

FAVOURITE PART OF YOUR JOB? I love the diversity of my role. Every day is different: creating content, working on events, analysing results, collaborating with different teams and finding new ways to make the brand more visible. I especially enjoy turning ideas into concrete projects.

LEAST FAVOURITE PART OF YOUR JOB? The most challenging part is probably managing priorities, because communication involves many different projects happening at the same time. But it also pushes me to improve my organisation and efficiency.

WHO IS THE UNSUNG HERO OF THE COMPANY? I think every department has its own unsung heroes. Behind every successful project, there are many people working behind the scenes, from logistics to sales and purchasing.

Their daily commitment allows the company to deliver quality service to customers.

WHAT IS THE BIGGEST CHANGE WITHIN THE PARTY INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT? The biggest change I have seen is the growing demand for creativity and differentiation. Customers are no longer only looking for products, they are looking for unique experiences, trends, licences and concepts that can attract consumers.

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN? One of the best pieces of advice I’ve ever received is not to wait for everything to be perfect before getting started.

Focus on the 20% that creates 80% of the impact and take things one step at a time. It has taught me to stop overthinking, take action and keep improving along the way.

BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE LAST YEAR? My biggest lesson has been learning that communication is not only about creating content, but also about understanding people, the business and the needs behind every decision.

IF YOU COULD CHANGE ONE THING ABOUT THE PARTY INDUSTRY, WHAT WOULD IT BE AND WHY? I would like to see more sustainable solutions in the party industry. Finding a balance between creativity, fun and environmental responsibility will be an important challenge for the future.

IF YOU DIDN’T WORK IN THE PARTY INDUSTRY, WHAT INDUSTRY WOULD YOU WORK IN AND WHY? If I didn’t work in the party industry, I would probably choose the wine or beverage industry. Since moving to France, I’ve come to see that wine is much more than just a product, it’s part of the country’s culture and way of life. Living in Alsace, where CHAKS is based, I’ve also discovered the region’s many outstanding wineries and breweries, each with its own history and identity. I really enjoy telling the stories behind brands and helping people connect with the value and craftsmanship of their products. I think it would be a creative and meaningful industry to work in.

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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.

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Ensure your entire team is subscribed to be kept up to date.

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Sweet, soft and irresistibly delicate. The new Gemar Marshmallow colours bring a cloud-like touch to any creation OBC_PP Summer 2026.indd 1

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