Toy World Magazine February 2024

February 2024 Volume 13 Issue 06

TM

www.kidsknowbest.co.uk

The Team...

John Baulch

Publisher and Managing Editor john@toyworldmag.co.uk 01442 502 408

CONTENTS February 2024 Volume 13 Issue 06 31 Talking Shop

39 Fresh

Mark Austin

Sales Director mark@toyworldmag.co.uk 01442 502 405

Anita Baulch

Circulation and Financial Director anita@toyworldmag.co.uk 01442 502 406

Rachael Simpson-Jones

New

Regulars

Features

07 From the Publisher

16 Letter from America

44 Feature: Eco-friendly / Sustainable toys

08 News

28 Circana

48 Opinion: Eurofins

18 Industry Moves

31 Talking Shop

20 Licensing World

39 Fresh

66 Special Feature: Ethical Supply Chain Program

Editor rachael@toyworldmag.co.uk 01442 502 406

68 Feature: Spring Fair 2024 preview

90 Allegedly/Hong Kong reflections

Contributors Circana | Mark Buschhaus | Stephen Barnes | Rick Derr Marianna Casal

Assistant Editor marianna@toyworldmag.co.uk 01442 502 406

44 Eco-friendly / Sustainable toys

68 Feature: Spring Fair 2024 preview

Caroline Tonks

Assistant Editor caroline@toyworldmag.co.uk 01442 502 406

Alakat Published by

Gabriela Garcia

Assistant Editor gabriela@toyworldmag.co.uk 01442 502 406

Mark Crowford

Design and Production Manager markc@toyworldmag.co.uk 01442 502 405

www.toyworldmag.co.uk @toyworldmag @baulchtweet

toyworldmag

Toy World 5

Toy World Magazine

61 Maxted Road, Hemel Hempstead, Herts, HP2 7DZ

I

sometimes envy those people who have a gentle introduction to the New Year, returning to work after an extended festive break and having a week or two to gradually get back into the swing of things. It’s rather different in the toy community. The week after Christmas is a pivotal trading period for toy retailers, with an increasing number of children receiving money or vouchers in lieu of presents. Meanwhile, for suppliers, even before the Christmas decorations have come down, they are diving headlong into preparing for Toy Fair Season.

And for a select handful, the first week of the New Year sees a trip to Hong Kong thrown into the mix for good measure. This year, I made the trip for the first time since 2020 – you can read my thoughts on how the January Hong Kong event has evolved post-pandemic in this month’s Allegedly column.

from the publisher

John Baulch - @Baulchtweet

I was told in Hong Kong that 2024 is the Chinese Year of the Dragon - apparently, one of the most powerful and luckiest animals in the Chinese Zodiac – so let’s hope some of that power and luck rubs off on the toy community. After an unpredictable and sometimes frustrating 2023, we could do with it.

2024 has certainly started with a bang, following the news that Tesco’s trial partnership with The Entertainer to run its toy departments will now be made permanent. That’s a major coup for The Entertainer team, who will no doubt be fired up for the next stage of the partnership. And it’s massive news for the UK toy community as a whole…

Barely a week went by last year without someone asking me whether I had heard how the Entertainer / Tesco trial was going.

Indeed, whenever I spoke to Gary Grant, I raised the question as to whether it was likely to be extended, only to be repeatedly told that he didn’t really know.

With the festive season behind us, I wondered if I would get a call from Gary with an update, which finally came in the first week of January. And the news was exactly what Gary and his team had been hoping for all along: the Entertainer’s relationship with Tesco is to be expanded to its entire 750+ store estate in the UK as well as key stores in the Republic of Ireland, while it will also be supplying a toy range to Tesco stores in Central Europe. Toy suppliers’ direct relationships with Tesco will end on 30th October, after the transition period is complete – although the process is already very much underway, with Tesco buyers cancelling Toy Fair appointments and even autumn winter orders which has been raised.

To say this is a massive development for The Entertainer would be the understatement of the year: when the trial was first announced and I asked Gary what impact it would have on the business if it was ultimately expanded to the whole Tesco store estate, he admitted it would be a complete game changer –

“the biggest thing to ever happen to The Entertainer”.

Both the Republic of Ireland and Central Europe are completely new markets for The Entertainer – and to roll out The Entertainer branded toy departments to over 750 stores with incredibly high footfall levels is a massive opportunity. That rollout will start in March, and I understand it is likely to take around 6-7 months to convert all the stores: some have only 2-3 bays, but others will have up to 25 bays.

Understandably Gary is beyond excited: “It’s good for both Tesco and The Entertainer. For the partnership to work, that has to be the case. I think it’s also good for the toy industry as a whole, and an amazing opportunity for our 1800 staff to grow their careers with the joint operation.”

Of course, not everyone will be as thrilled as Gary – some suppliers have long-term relationships with Tesco and may not operationally be as close to The Entertainer, while clearly the margin requirements of the two retailers are at opposite ends of the spectrum. Gary’s message to those people is unequivocal: “I say this to all current suppliers of Tesco’s toy department, and anyone else who wants to be part of it in future - come and talk to us. Geoff Sheffield is the man to talk to. He will be available to sit down with every supplier to discuss what the future looks like and to look at where there is common ground. Even if you don’t currently deal with us, the door is not closed.” I have a feeling that Geoff is going to be a very busy man indeed in the coming months.

I also think this development highlights the fact that unless a grocer (any grocer, to be fair) is prepared to put in place a team of specialist, dedicated toy buyers who stay in their roles for several years, learning the intricacies of the toy market and building strong relationships with suppliers, it will be a challenge for them to reach their full potential. As one supplier said to me when the news was announced: “It’s great that Tesco consumers will finally have a product range curated by people who are passionate about the product.”

As much as toy companies and retailers have been busy in the first few weeks of the year, so too has the Toy World team – pulling this issue together before we head down to London Toy Fair. As well as rounding up all the latest news from the world of toys, this edition also includes a preview of the toy section at the forthcoming Spring Fair, which will open its doors on 4th February at the NEC in Birmingham. There is also a special feature on Sustainability, covering eco-friendly toys and initiatives, which starts on page 44.

The Toy World team looks forward to seeing you in London, Nuremberg or Birmingham, and we’ll be back at the start of March to round-up everything that’s happened over Toy Fair Season.

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Toy World 7

News The Entertainer significantly expands Tesco toy partnership Tesco and The Entertainer have announced they are extending their partnership to cover the entire Tesco UK business and the Republic of Ireland from March 2024. Tesco customers will be able to shop The Entertainer’s outstanding range of much-loved brands such as Barbie, Nerf, L.O.L. and Paw Patrol, as well as its exclusive ranges; the great value Addo brand and Early Learning Centre – the award-winning early years toy specialist – in all large stores across the UK and ROI. The announcement comes following a successful, year-long trial of The Entertainer in 35 of Tesco’s large stores and the positive response from customers.

As well as providing customers with the benefits of an extended range, they will also be able to earn Clubcard points on in-store purchases from the Entertainer and benefit from Clubcard Prices promotions on toy products.

In addition to extending its partnership with The Entertainer in the UK and ROI, Tesco is also entering into a supplier agreement with the toy retailer for its Central Europe stores.

Both ROI and Central Europe are new markets for The Entertainer and represent a significant expansion of its business. By bringing The Entertainer to Tesco stores, customers will be able to shop the very best range of toys, making it quick and easy to buy gifts and treats for children as part of the weekly shop.

Speaking about the announcement, Jan Marchant, managing director of Home and Clothing at Tesco, said: “We’re really excited to be bringing The Entertainer to Tesco stores across the UK and ROI and introducing our customers in Central Europe to the brand. Our initial trial was really popular with customers, and we look forward to introducing even more customers to the great range of toys from The Entertainer – making it easier for customers to pick up a gift for their little ones in store.”

Andrew Murphy, Group CEO of The Entertainer, added: “After a successful trial, we’re excited to be bringing The Entertainer's fabulous range and market-leading value to even more communities across the country, and to be doing so with the UK's most admired retail business."

BTHA starts 80th anniversary year with a new look The British Toy & Hobby Association (BTHA), celebrating its 80th anniversary during 2024, has unveiled a modernised logo and branding to mark the occasion and better reflect the work of the association and the toy industry it represents today.

The BTHA was established in 1944, then known as the British Toy Manufacturers’ Association, to promote and protect the interests of UK toy makers. 80 years on, the association continues on this mission, championing the interests of its members across a wide range of issues impacting the business of toys. When the BTHA was created, it was important for the toy industry to speak with one voice to government through the association. This has strengthened the toy industry’s lobbying efforts over many decades.

The work of the association is wide-ranging, including advocacy work, organising The Toy Fair and other industry events, providing members with free guidance and training on changing regulations in the UK and EU, promoting the importance of play through the Make Time 2 Play campaign, recognising people, products and companies through its established awards and administering the toy industry’s charity, The Toy Trust.

Roland Earl, director general, said: “The BTHA has a rich history, and we are incredibly proud to reach such a huge milestone and to be able to continue representing responsible toy makers who provide the magic of play to children. Play is meant to be fun but delivers many other benefits; the business of play is a serious one and one which is constantly evolving.

We are pleased that we can kick off our 80th year with the unveiling of our new logo and branding, which we feel better reflects the fun and dynamic companies we represent in 2024.”

Toy World 8

News BTHA presents Golden Teddy Award to Celine McConnell The British Toy and Hobby Association (BTHA) has presented a Golden Teddy Award to Celine McConnell of Mashal Toy Agencies. The award was presented to Celine by Alan Simpson on behalf of the BTHA at a special event surrounded by colleagues and friends, past and present.

Celine is described by her proposer and seconder as someone who is always polite, efficient, loyal and, most importantly, totally dedicated to whatever task she undertakes. The nomination added that the relationships she has built are a real credit to her passion for toys and her love of the people she has worked with.

Having worked with loyalty and distinction over the past 28 years in the toy industry, Celine has diligently supported customers and colleagues to the very best of her ability. Over the past 12 months, she has also passed on the many years of customer service experience and expertise, leaving the team who she will now hand over to well-equipped on the eve of her retirement.

Remarking on the award, outgoing BTHA chairman, Simon Pilkington, said: “Celine is the essence of what a Golden Teddy Award winner should be; someone who is loyal, respected and has served with dedication over a sustained period in the toy industry – often behind the scenes, but someone who is a true unsung hero. I am thrilled that this special BTHA award has been presented to Celine and my huge congratulations go to her for this recognition.”

Golden Teddy Awards are the BTHA’s award recognising individuals who possess a degree of honesty and integrity. Information on Golden Teddy and other BTHA award nomination information, including previous winners, can be found on its website.

Nelvana and Toikido confirm Piñata Smashlings animated series Nelvana, an international producer, distributor and licensor of children’s animated and live-action content, and Toikido have announced the highly anticipated green-light of Piñata Smashlings, a new 2D animated children’s series. The series is available for international sale and already has confirmed placement with YTV in Canada. This comedic adventure, tailored for kids aged six to nine, complements previously unveiled Piñata Smashlings shorts, currently streaming on Nelvana’s ‘Keep It Weird’ YouTube channel, with more shorts to launch in 2024.

Inspired by the Piñata Smashlings Roblox game, with a like rating of over 97%, the series will showcase characters from the game, each possessing unique personalities.

“Piñata Smashlings is such a unique brand and we’re excited to kickstart production on the TV series, diving deeper into the Piñataverse,” said Mellany Welsh, VP of Nelvana Enterprises and Kids Can Press. “With multiple touch points through the successful Roblox game, toy and merchandise line, brand partnerships and animated shorts, the new series will broaden the fan experience and add a new way for kids to discover and engage with the brand worldwide.”

“We are incredibly proud to announce the green-light of the Piñata Smashlings full animated series, in collaboration with Nelvana,” said Darran Garnham, CEO of Toikido. “This marks a significant milestone for us at Toikido, as we embark on an exciting journey to bring our vibrant world and beloved characters to screens worldwide. Partnering with Nelvana has been a fantastic experience, and we're thrilled to see Piñata Smashlings expand its reach globally, captivating audiences across different platforms and mediums. This series launch is a testament to our commitment to delivering top-tier entertainment and engaging experiences to children everywhere. We can't wait to share the ongoing magic of Piñata Smashlings with the world."

Currently available for purchase in-store and online in the US, Canada, UK and Australia, fans can explore the Piñata Smashlings toy range, comprising collectible figures, plush toys and playsets.

Dyce Games appoints John Adams as UK distributor Dyce Games has appointed John Adams Leisure as the UK distributor of its popular games for 2024. The new distribution agreement will see John Adams expand its games range with Dyce Games' family-friendly and adult party games titles, which were on display at Toy Fair.

Dyce Games creates hilarious and fun 5-star party games for every occasion. The agreement means John Adams Leisure will be able to bolster its range with best-selling titles including Hot Seat, Bad Choices, Bad People, Pick Your Poison and The Voting Game.

Dyce Games was founded in 2016 by Mike Lancaster. After years of playing games, Mike created his own.

Following the launch of Bad People, which was a huge success, the Dyce portfolio has grown to include many successful family and adult party games that are sold in numerous countries.

Simon Pilkington, group managing director, said: “Dyce Games’ mission is to create fun games that bring friends and families together. This closely aligns with what John Adams stands for. We’ll continue to build upon the awareness and success already achieved in the UK games category, adding our own expertise and growing these excellent brands even further.”

Toy World 10

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News Click Distribution to supply Eolo Toys' Cutie Pops Eolo Toys has announced its partnership with Click Distribution as an official UK distributor for Cutie Pops.

Following the success of the Biggies launch in 2023, Click Distribution is expanding its portfolio with the introduction of Cutie Pops to the UK market.

Luke Hillier, CEO of Click Distribution, commented: “We are thrilled to be expanding our portfolio of properties with Eolo Toys. Cutie Pops complements our strong portfolio of products, and we cannot wait to bring this fantastic range to market very soon.”

The Cutie Pops range features 24 unique characters, each showcasing a variety of styles, including basic designs, gradient patterns, magical themes and special prints. This diverse selection provides endless possibilities for creating captivating Cutie Chains, complemented by an array of accessories that users can hang everywhere, thanks to the keychain feature.

The Cutie Pops brand can also extend into the digital world via the CutieLand video game. With over 250k players and more than 10m games played, players can enjoy over 18 different games while they take care of their Cuties and customise their virtual universe. Each Cutie Pop includes a special code for the CutieLand video game, which unlocks prizes, enhancing the gaming experience.

University Games acquires The Learning Journey University Games has acquired The Learning Journey International, an award-winning maker of educational, sensory, active-play, electronic and construction toys. JB and Debbie Frere, the founders of The Learning Journey, will continue to manage the company, which is now a division of University Games.

“This is our 14th acquisition and one of our biggest,” said Bob Moog, president of University Games. “There are so many reasons why this is an ideal fit for University Games: a strong team, great products, access to new retail customers, 29 years of proven success in making interactive educational toys. But the primary reason is The Learning Journey shares our commitment to making toys and games that improve kids’ lives by combining fun and learning. How could we resist a product line that includes STEM-based roller coasters, talking shape sorters and gear-driven dino-bots?”

JB Frere, co-founder and president of The Learning Journey International, added: “University Games has the broadest domestic distribution of any game company and subsidiaries in the UK and Australia, so our products will now help even more children around the world than ever before.”

“One of the secrets of our success has been our ability to test products in our childcare centres,” said Debbie Frere, co-founder and CFO of The Learning Journey. “Having our own focus groups ensures that our new products are always kid-tested and kid-approved.”

Details of Learning Journey products that the company will be bringing to the UK market in spring/summer 2024 will be announced shortly.

Petit Collage – an eco-conscious brand determined to do better “As an eco-brand, we are driven to continuously improve material choices, production processes and packing methods to minimize our impact on the environment as much as possible,” said Jo O’Donoghue, head of brand for Petit Collage. “Of course, producing new toys and games is not eco-friendly in itself, but we can be eco-conscious.”

At Petit Collage, product development prioritises the use of ‘good’ materials. Part of that push for improvement is a strong focus on using closed loop materials wherever possible, such as recycled PET, recycled PP and recycled board, as well as more recycled wood.

Jo has focused on removing hidden plastics from Petit Collage products, both on and off shelf. The lamination material used to coat boxes has changed to a non-plastic based solution, polybags and shrink wrap have been removed and replaced with paper alternatives and virgin plastic has been eliminated from products, packaging and in-transit. “We’ve made great improvements, but we still have plenty we want to change and achieve,” explained Jo. “We know that being eco-conscious is a journey, and we’re always learning and applying best practices in the ever-changing world of production.”

Beyond the products, Petit Collage is committed to clear and honest communication with customers and consumers. “We’re acutely aware of greenwashing and are dedicated to avoiding it,” said Jo. "We want it to be as easy as possible for our customers to make informed choices, so we have had a serious look at our messaging to ensure we are being transparent. To this end, we have changed the way we communicate eco benefits on packaging to make it simple for everyone to see what materials have been used and where.”

Petit Collage has also created a team of eco-ambassadors, known as Planet Pals, who will make sense of the small print for customers. The animal characters will answer questions, explain industry jargon and educate on all-things eco. “We want kids to feel empowered through play, so we already have a range of games to help children understand things like recycling, eco-systems and biodiversity,” added Jo. “And through Planet Pals, we can do more for the people who purchase and play with Petit Collage products by answering questions and explaining industry jargon in more detail via our website and social media.”

Toy World 12

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News Kammac reinforces commitment to bespoke client solutions 2023 was an exciting year for third party logistics provider Kammac, with its acquisition by the multinational Elanders Group. Becoming part of a global group of companies, on four different continents, prompted the team to consider carefully what Kammac was going to be in 2024 and define its values as a business.

“Kammac is committed to finding answers to its clients’ problems,” explained Ged Carabini, chief operating officer at Kammac. “From the warehouse floor to the executive level, our organisation encourages employees to proactively seek solutions, so that when challenges arise, we can approach clients with a response to any problem.”

Kammac’s support is built on a team of over 500 people, operating across 15 UK sites and 4.2 million square feet of space, handling more than 25m case picks per year.

“From contract packing and assembly, across bonded and unbonded warehouses, to order fulfilment and nationwide transportation, our team delivers the service and fast decisionmaking that clients demand,” added Ged. Kammac’s collaborative approach has driven significant growth since the business’s formation in the 1980s, as recognised by its inclusion in The Times Hundred Fastest Growing Companies for both 2021 and 2022.

“Kammac fosters a culture of openness and honesty, both within the team and in our interactions with customers,” said Ged. “Being responsible for what you do is encouraged at all levels; Kammac takes pride in what it does and stands by it. From customer interactions to business development and internal expectations, Kammac is not just another third-party logistics provider. It exceeds expectations, works more dynamically and provides more value, which is what Kammac customers have come to expect.”

Obituary: Murray Jackson The founder of Edx Education was a passionate advocate for providing education opportunities to all. Over the past 20 years, Edx Education has grown into a major supplier to the international education market, exporting to more than 90 countries. The boom in home schooling following the pandemic kickstarted a trend for affordable toys that also offer educational value and a real need for the company to extend its offering to consumers and toy retailers.

As well as establishing and running the successful company, Murray helped pioneer projects such as the opening of an after-school centre in Hualien, Taiwan, with the company sponsoring the renovations of a house and turning it into an after-school centre for aboriginal children from the local primary school.

The Edx team contacted Toy World to inform us of the sad news of Murray's passing and shared a letter that has been distributed to the Edx Education community. The letter reads: Dear Valued Edx Education Community, It is with heavy hearts that we share the sombre news of the sudden and untimely passing of our CEO and president, Murray Jackson on 3rd January, 2024.

Murray, who founded Edx Education Co in 1996 and recently established Edx Education UK in 2023, loved to innovate. While championed as an industry leader for many decades and respected across the globe by every level of business, Murray was more comfortable in the “trenches,” as he would put it. In over 27 years of running Edx Education, he never let anyone go – a testament in itself to his dedication to hiring, supporting and inspiring staff.

Murray Jackson was not only an industry leader but also a mentor to many, and an inspirational force behind this organisation's growth. His unwavering belief that ‘challenging times breed innovation’ has been a guiding principle for our journey to date.

Murray has fostered Edx Education sustainable practices, with CSR programme, extensive manufacturing, exporting to more than 120 countries and, more recently, was interviewed for his incredible contribution to the Taiwanese import and export business.

We understand that Murray's passing leaves a significant void, and we extend our heartfelt condolences to all who have been touched by his leadership and vision. We are grateful for the support and understanding of our valued customers during this challenging time.

Sincerely, David Jackson, Heather Welch and Pony Wong, Edx Education Toy World would like to add its condolences to everyone who knew Murray.

Obituary: Pauline Kerrison Toy World is sad to report that Pauline Kerrison, of Kerrison Toys, passed away peacefully on 25th December 2023 with her family at her side.

Described by those who knew her as 'warm and welcoming', 'one of a kind' and 'one of the industry's diamonds', Pauline was much loved by many people in the toy trade. During the 50 or so years she was involved in the running of Kerrison Toys, she forged numerous friendships that lasted a lifetime.

Her son Steve Kerrison told Toy World: "She loved seeing people at trade shows and events and would always make a fuss of anyone who visited the shops over the many years. Myself, Graham and Liz, and our families would like to thank all of those who have expressed their condolences."

Toy World would like to add its condolences to Pauline's family, and everyone who knew and worked with her over the years.

Toy World 14

Opinion Rick Derr

Wow

Letter from America

what a

year!

After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996, and then became a sub-franchiser, opening nine more stores.

Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space.

This month, Rick’s column this month is based on a letter he shared with Learning Express members in December, as 2023 drew to a close.

I

personally have not seen a toy and gift run like the one we experienced last year since January 2021. But as business normalizes, it is important to analyze and set your strategy locally. You are the CEO of your territory. I would like to look the top items sold nationally across the year, how I performed against this and whether we delivered on our goals. Hopefully, this will get you thinking and ready for a stronger performance in 2024.

I am referring to my Lake Zurich store, although Chicago and Milwaukee tend to follow similar patterns. To put my store in perspective, the area is not very dense in population; there are 89,000 people in a five-mile radius, with horse farms and nature parks. Thus, I need to think differently to other urban stores and work out how draw traffic from further away. How do I encourage shoppers to skip over suburbs to visit us?

There are three independents within seven miles (with good owners too) and there’s a new Alex Toys 20 minutes away.

I state this background because knowing your local situation is important to develop specific strategies that will help meet your goals each year. Toys is an extraordinarily complex business, but always has a baseline that is dictated by how strong your birthday sales are and how well you reap the holiday seasons.

I missed the boat on Fast Push (push pop game); I should have jumped in earlier and I missed sales as a result. I knew about it from my networking in England, as Midco Toys tipped it, but I didn’t try it, which is my fault. Trampoline Pong was an early winner, but I waited too long to buy more. This was a bad decision, as my team had encouraged me go bigger on it. We should also have started Jibbitz shoe charms earlier in the year. We thought that craze was over, then it restarted, but we lost 2-3 months of sales.

However, we maximized Bitzee. When you fully commit, your team commits and sales follow suit. We maintained a price point of $29.99 the entire time, which was fantastic. Graffiti Car by HUS was a great line we picked up from Chattanooga Learning Express store. Networking and hot calls work.

Biospheres performed well but were not shipped in December or sales would have been higher.

Mass Items (like Miniverse) work best when we price competitively and can turn them rapidly. We can and do, as a driver of attracting kids to our store. We try to be first with new stock. I keep wanting to discontinue Mulberry Jewellery Racks - turn rates are low and inventory high - but each year the profit from these three racks pays for a month’s rent (over $10,000). Another tip I have is SolarX ceramic piggy banks: a real profit producer.

As you set your 2024 goals, think locally, use information from others judiciously, and remember that you know your own market best. Trust your instincts and commit to a strategy that works for you.

Our 2024 objectives at Lake Zurich Learning Express are based on TPW – Team, Product, Wow: • Remember, as a TEAM, we are small in number, but educated Certified Play Experts.

• We will curate PRODUCT mix, merchandise stock and execute speed to shelf based on our customers.

Looking at the above chart, of the top 10 national Learning Express items, four are in our top 10, while six are not (although they still performed well). Our strategy of offering customers the addition of a birthday card with every purchase worked too, as the cards are in our top 10 sellers.

•

Staff are WOW People who deliver every shift.

•

SALES will follow steps 1-2-3.

Wishing you all a healthy and successful 2024.

Richard can be reached on LinkedIn or by email at LE45@sbcglobal.net.

Toy World 16

Industry Moves Moose Toys announces promotion of Logan Stone Moose Toys has announced that Logan Stone has been promoted to vice president of Marketing and Brand Strategy across the UK and Europe. The position follows Logan’s decade of dedication to the World’s Apart and Moose Toys businesses, during which she has been an instrumental part of the growth success of the Moose Europe hub.

As vice president, Logan will have full responsibility of brand and marketing strategy across Europe, working collaboratively with sales and internal teams to deliver the European strategy plan and growth targets to meet the company’s long-term goals.

“Moose is renowned for having innovation at the heart of its product, and I’m excited to work closely with our global and local EU teams to ensure we have the right brand and product portfolio for success,” said Logan. “A key focus is continuing to lead our amazing marketing teams to deliver best-in-class marketing campaigns, ensuring we remain laser focused on being the most innovative toy company across all touch points.”

Throughout Logan’s career, she has brought creative flair and a commercial mindset to each role and was pivotal in the Moose Europe expansion in 2019. Previously, she has held various marketing, product development and PR positions across a range of national and international brands spanning the toy, fast-moving consumer goods and travel industries.

“Logan has shown incredible dedication to the business over the past decade," said Emily Maclennan, senior vice president, Sales & Marketing UK & Europe, Moose Toys. "She is the perfect leader to help drive our long-term strategic plan across Europe. She will ensure we have the right brand and product mix, coupled with innovative marketing, to efficiently drive business growth. A huge congratulations on her achievements to date that have underpinned her transition to this new role.”

Toynamics names new MD and sales hires With over 16 years of experience in the global baby and children's products sector, working in senior positions in children’s furniture and accessory companies, both in manufacturing and distribution, Nikita Semenrov has moved to the UK from Germany after being involved in setting up a children’s and junior furniture distribution company there.

Nikita will be responsible for setting the strategic direction and driving continued growth for all Toynamics brands as he joins the senior leadership team. He commented: “I am thrilled to be joining the business during such an exciting time period. We have lots of untapped opportunities in the market."

To support Toynamics UK & Ireland's growth plans, the business has also expanded its sales team, with Julian Jones joining as a business development manager. Focusing on new business across National and Key accounts, Julian brings with him a wealth of experience in new business development. Michelle Canada also joins the sales team as an Inside Sales executive, having been promoted from finance assistant. Michelle will be utilising her previous seven years of experience as a buyer to support key and national accounts.

Dennis Gies, European managing director, commented: “Last year marked a significant phase of expansion for the Hape Group. We made substantial investments in our production facilities across Europe and greatly enhanced our manufacturing capabilities.

I am confident that our newly expanded Toynamics UK team will boost our growth in our wide portfolio range, while also supporting our existing customers with new and enhanced support.”

Skillmatics appoints raft of sales agents Having only launched in Q4 2023, Skillmatics is already attracting major interest from some of the UK’s most progressive retailers. Early sales have exceeded expectations, resulting in the company securing the services of four renowned and respected sales agents covering key areas of the UK and Ireland.

Stu Nicholas covers the Midlands and North West. Stu has been in the industry for many years, representing brands such as Gibsons, Flair, Learning Resources and Smart Games. He is well known within the trade.

Damien Leahy, covering the North and Scotland, has been working in the toy and gift industry for more than 25 years.

Representing brands such as Airfix, Revell, Papo and Tonies as an account manager, key account manager and category manager, Damien was responsible for covering the North of England, Scotland and Ireland.

London and the South East is covered by Ray Nedas. Prior to joining the toy business as Field Sales manager for Flair, Ray worked for children’s arts & crafts companies. In 2005, he set up his own agency, starting off with Flair’s the Gifty Range. He is currently working with independent retailers, garden centres, museums and destination venues.

Steven Minford, covering the Republic of Ireland, Northern Ireland and the Isle of Man, has worked in the toy industry for many years including the family business, working as a toy distributor. Steven has represented brands such as IMC, Flair, Leapfrog, Worlds Apart, Posh Paws and is well known amongst most retailers across Ireland.

David Kelly, VP Sales & Marketing at Skillmatics, commented: “It’s always a big challenge building something from scratch. However, the foundations on which success stories are built are always dependant on having a brilliantly executed product range and a great sales team to help get our products on shelves. I am delighted to welcome Stu, Damien, Ray and Steven to the team. It's already apparent that their knowledge and experience makes them a perfect fit for our product portfolios and I am really excited to be working with them."

Toy World 18

Licensing World PMI’s newest collection, Stumble Guys, hits shelves Inspired by the gaming sensation, PMI Kids’ World is gearing up for the launch of its Stumble Guys toy collection.

One of the Top 10 most downloaded mobile games in 2022, the addictive gameplay of Stumble Guys has continued to resonate with millions of players since its launch. Stumble Guys has teamed up with an array of iconic brands: from Mr. Beast's signature style to the whimsy of the Smurfs and SpongeBob SquarePants, the property has brought the game’s themed levels to life in exciting new ways. Tetris blocks added a puzzle twist, while Nerf collaborations have injected an extra thrill.

PMI's upcoming Stumble Guys toy line will showcase articulated action figures, delightfully soft plush toys, highly detailed collectibles and PMI's distinctive approach to creative ‘explore and collect’ product packaging. For example, the inner section of the collectible and mini action figure blind boxes is designed to look like a real game map that can be used as a playing platform. Each pack includes one figure and there are 24 incredible characters to collect. Every toy embodies the laughter, competition and camaraderie of gaming. Whether fans want to relive triumphant victories or navigate obstacle courses, they can now immerse themselves in the Stumble Guys universe beyond the screen.

Going beyond the product design, PMI remains committed to producing quality products that are authentic and driven by the brand. The ongoing success of PMI’s toy lines for brands such as Pudgy Penguins, Sonic Prime and Piñata Smashlings, to name a few, is a testament to the Israel-based company’s achievements as the master global toy partner for these IPs. Working closely with Scopely, the American interactive entertainment company behind Stumble Guys, PMI ensures every ounce of the game's charm finds a home in the toy line.

Coming this Spring, the Stumble Guys toy line by PMI Kids’ World will hit shelves at major retailers across the globe. PMI Kids’ World is known for its passion for creating quality products based on beloved games and entertainment licences. To find out more, call (972) 52461 4444 www.pmi.co.il omer@pmi.co.il

Ravensburger’s Chronicles of Light: Darkness Falls joined by new Villainous format Ravensburger’s Chronicles of Light: Darkness Falls (Disney Edition), an immersive adventure game that allows players to experience Disney heroines in new ways, will launch this summer in the UK and Republic of Ireland.

“As we’ve seen time and time again with games like Disney Villainous and Disney Lorcana TCG, bringing Disney heroes and villains into one shared universe reignites powerful nostalgia and provides a platform to bring friends and families together in an immersive and highly creative experience,” said Lysa Penrose, head of New Games Marketing at Ravensburger. “We can't wait for players to see what happens when Disney Princess characters and other Disney heroines join forces and take centre stage."

In Chronicles of Light: Darkness Falls (Disney Edition), players work together to form dynamic alliances of Disney and Pixar heroines, including Moana (Moana), Violet (The Incredibles), Maid Marian (Robin Hood) and Belle (Beauty and the Beast), driving back shadows of infamous Disney Villains and restoring the Realm of Light. Fully designed and illustrated by women, the game’s diverse missions and modular board generate new adventures every time it's played.

Ravensburger has also announced a move to a new format for all Villainous expand-alone games in 2024, now featuring two characters at a more affordable price point. Disney Villainous, debuting in June, features King Candy from Wreck-It Ralph and Shere Khan from The Jungle Book. The Star Wars Villainous expand-alone game will also be launching from summer.

In addition to the new expand-alone games, Ravensburger will offer an option for new players with Disney Villainous: Introduction to Evil. First released in 2023 as a limited Disney100 offering, the game will be available in the UK and Republic of Ireland from August. Introduction to Evil has been refreshed with beginner-friendly video resources and streamlined gameplay and reintroduces some of the franchise’s first Disney Villains - Maleficent, Captain Hook, Ursula and Prince John.

Simba Smoby brings Disney to life in plush form Simba’s comprehensive Disney Plush range is set to welcome new characters and formats throughout the year. Arriving in spring/summer is the cute new 10cm Disney Wish Reversibles plushie, while, from autumn, fans of Disney’s latest hit animation can add an extra-special feature plush to their collection: the Disney Wish 25cm Star Plush with Lights & Sound. The sweet, embroidered face is based upon Star’s appearance in the movie, and the plush also lights up and makes sound effects featured in the film when squeezed.

Simba has plenty to satisfy demand for Stitch in 2024, including the Stitch, Angel and Leroy Flopsies launching this season. These soft and cuddly characters are 25cm tall. There’s also a 35cm Stitch Plush coming for spring: soft and cuddly, this toy is sure to appeal to fans young and old.

Plush comes to the playground for spring/summer with the new Marvel Snapbands. These fun and cuddly accessories can be taken on the go with ease: kids simply snap one on a wrist and let them hitch a lift. Characters include Spider-Man, Ghost Spider, Groot and Iron Man.

Toy World 20

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Licensing World Character Options unboxes latest licensed plush ranges Based on the YouTube gaming property Aphmau, both the Mystery MeeMeow plush and figure collections welcome an adorable under the sea theme for spring, introducing eight new feline pals to collect. New characters include Whale Cat, Jellyfish Cat and Octopus Cat. There’s also a new wave of Mystery MeeMeow Unicorn plushies on the way, plus a larger scale, 11” Mystery Plush assortment to discover and collect.

Moriah Elizabeth is one of the most influential craft and content creators on YouTube, with over 9.5m subscribers that adore her vibrant colours, fun content and adorable characters. Launching this month from Character Options is the cute and collectible Mini Mystery plush range, featuring an assortment of eight 6” plush characters including Georgie, the pineapple-styled duck, Cathy, the scarf-wearing cat, and Derp the baby blue dinosaur. Character promises further exciting extensions that will grow the range for 2024, offering even more for Moriah Elizabeth fans to get their hands on.

Alongside the rest of its portfolio, Character Options’ licensed plush ranges will be supported with substantial PR and marketing campaigns.

Zuru unveils new Snackles plans and licence partners Zuru’s progressive licensed plush brand, Snackles, enters 2024 by bringing new additions to its range of cute, collectible characters combined with some of the world’s hottest licensed snack brands.

Tapping into the expanding plush trend, Snackles is available in small blind capsules or larger sized 14” versions. Three new characters and their paired snacks have been introduced to join the existing line-up to bring a 14-strong collection of collectible squishy velour animal characters teamed with favourite household brands. Nancy, the Haribo Gold Bear; Nigel, the Subway Husky and Pez Black Cat, Luna, all feature a moulded mini replica snack and come with their own backstory and comic strip to show how they fell in love with their snack.

New licence partners have been announced as Jelly Belly, Baskin Robins and Dole, plus all-new snack-swapping combinations, will be introduced from Q2. This will enable collectors to snap up more of their favourite snacks and new lovable characters, further extending collectability and playability.

“Everyone is wanting to snap up a Snackle - these super cute cuddly characters appeal across various age demographics, resonating throughout the consumer lifespan from core kids, through to teen and kidult markets”, said Will Collinson, general manager, UK & Ireland, Zuru. “They have been a massive hit since launch, attracting a strong fanbase. Our official Snackles TikTok channel has over 2.8m likes and, as part of the Zuru’s world-class media activations, we will be drawing on this community for content surrounding regular new character and combination drops.”

Sambro reveals raft of new licences for 2024 Sambro has entered 2024 with a raft of new contracts in the licensed toy space as it pushes forward with its ambitious growth plans for the UK and EMEA. Already working with many top licensors including Disney, Hasbro and Paramount, the company has secured new agreements with Acamar Films, Toikido and Moose Toys, with a further contract with Universal confirmed to run until 2026.

New for 2024, Sambro will launch a range of products based upon Bing as part of its three-year contract with Acamar Films. The range includes toys that encourage self-expression, exploration and sensory development through creative and imaginative play. Messy play sand sets, My First Art sets, make, mould and paint figures will form part of the arts & crafts range, whilst outdoor play items include waterfall sets, bubbles and inflatables.

Sambro will also work with Toikido under a three-year contract to roll out its latest Piñata Smashlings range, which comprises collectibles, compounds, arts & crafts and novelty play sets.

Other newly announced partnerships include a contract with Moose Toys to launch a new Magic Mixies arts & crafts range to the UK and EU markets. Extended ranges have also been agreed with longstanding partner Universal, to include Gabby’s Dollhouse, Trolls and Minions franchises.

These ranges were front and centre at Sambro’s stand at London Toy Fair as part of an extensive showcase of its new products and licences. The stand also showcased Sambro’s new own-brand plush, uniquely designed collectable and novelty soft toys.

Toy World 24

Licensing World Vegesaurs set to roam CBeebies once more Studio 100 Media has announced that the BBC has picked up seasons two and three of the successful preschool series Vegesaurs. Introducing 40 new episodes featuring even more lovable characters, Vegesaurs will air on the dedicated kids’ channel CBeebies this year.

Season two premiered in January, while season three is in production for Q3 2024.

The first season (20 x 5’) debuted on CBeebies in February 2023, averaging excellent ratings and being continuously aired on the channel’s Discover & Do zone weekday morning slot. Vegesaurs is also available on the streaming platform BBC iPlayer, reaching more than 20m views to date.

“We are very happy to have BBC on board,” says Martin Krieger, CEO of Studio 100 Media. “The acquisition of seasons two and three represents a strong and long-term commitment for the Vegesaurs brand. The fantastic performance of the series in the UK so far contributes significantly to the brand’s international success – not only on the broadcasting side, but also regarding licensing and merchandising,” Vegesaurs premiered on ABC Australia in May 2022 and has since gained popularity and captured the television world. International broadcasters include France TV (France), SVT (Sweden), MiniMini+ (Poland), NPO Zappelin (The Netherlands), MTVA (Hungary), TVO Kids, Knowledge Network and Radio Canada (Canada). Worldwide publishing rights are with Macmillan Children’s Books, which has already launched story books in the UK and Australia.

The popular CGI action-comedy series, produced by independent Australian producer Cheeky Little Media in association with the Australian Broadcasting Company (ABC), France TV and Studio 100, is based on a concept created by Gary Eck and Nick O’Sullivan. A fresh take on the dinosaur genre with unique vegetable and fruit-shaped characters, the series follows the adventures of Ginger, a young Tricarrotops and her three baby Pea-Rex friends. In each episode, they embark on a journey to enrich and enhance kids’ imaginations while also leaning into relatable pre-school themes such as mealtimes and healthy food, sharing, diversity and more.

Scalextric’s new licensed launches rev up spring 2024 With two incredible new sets, tools for four iconic cars including the 1989 Batmobile and Volkswagen Golf GTI, and new cars ranging from the Pagani Huayra BC Roadster to the Ford Escort WRC, there is something for everyone in Scalextric’s new spring 2024 range.

The 1989 Batmobile, one of the most famous on-screen cars of all time, is now available in accurate 1:32 scale alongside another icon of the 80s, the Volkswagen Golf GTI MK1. Available as a Scalextric car for the first time, the MK1 is lauded for bringing fun yet affordable motoring to the masses.

The Ford Anglia 105E – Broadspeed was the car in which Englishman John Fitzpatrick secured his place on the world racing stage by winning the 1966 British Saloon Car Championship. The Broadspeed is joined by a host of other racing greats, such as the Jaguar XJS - 1986 Bathurst 1000, which saw John Goss and Bob Muir team up in this powerful class C Jaguar XJS for the Toohey’s 1000, one of the most famous races in Australia. The car features a largely white livery broken only by the blue cheat line and mirror text. The new Lotus 79 - Mario Andretti - 1978 World Champion Edition is based on the groundbreaking Lotus 79 that took Mario to the 1978 World Championship, the last for Lotus in F1. With special green packaging, this is expected to be a collector’s item. The Mercedes AMG GT3 - RAM Racing - D2 immortalises the exceptional retro livery that saw RAM racing take this AMG GT3 to a strong result in the 2022 Dubai 24hrs, and the new Ford Escort WRC – Monte Carlo 1998 model is a perfect replica of the car Juha Kankkunen drove to second place on the 1998 Monte Carlo rally - available with real 4wheel drive One of the most iconic cars of all time, the Checker Taxicab is as much a part of New York as the Brooklyn Bridge and the Empire State Building. Also star of TV and film, the Checker Taxicab is a piece of automotive history that is joined by other automotive icons such as the Land Rover Series 1 in Poppy Red, first introduced with the Derbyshire Fire Service in 1949, the Ford GT40 - BOAC 500 1968 - Drury / Holland, one of the most stunning GT40s of the period with its gold over black colour scheme, and the Volkswagen Beetle - Blue 66, which took part in the in American Historic Trans AM series.

New sets for spring 2024 include the Puma Rally1 Hot Laps. This unique set, developed in collaboration with M-Sport, brings the high-octane twists and turns of the FIA World Rally to any home. It features two of the most striking and recognisable cars of the current rally era, brought to life with the introduction of Hot Laps technology. The Williams F1 race set, meanwhile, lets players race as Alex Albon in the standard livery, or as Logan Sargent in the Gulf livery, in this great value set.

Other new additions include the Pagani Huayra BC Roadster – Grigio Montecarlo, the Brabham BT46 - Nikki Lauda Italian GP 1978, the Lamborghini Countach – Green, and the 330 P4 - Green - David Piper.

Toy World 26

Exciting new licensed party ranges! Available to order online now!

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©Amscan 2024. All Rights Reserved.

To monitor what’s happening in the ever-changing toy market, Circana collects point-of-sale information from all major toy retailers. This information, combined with our analysts’ industry perspectives, delivers a comprehensive view of what’s selling and where. We also field over 12m consumer surveys annually to help industry leaders understand why consumers shop where they shop and why they buy what they buy.

For more information visit www.circana.com.

Insight

Shiny and new This month, Emilie looks ahead to toy sales in 2024, and at the effect that new launches can have on the overall toy market.

A

t the London and Nuremberg toy fairs, it has been exciting to see all the new launches for this year. While the total UK toy market was in decline -5% for 2023, new launches can help both manufacturers and retailers to attract consumer spend in 2024. Five of the top ten bestselling items based on value sales last year were new, and new items have been a contributing factor of growth for the top gaining subclasses. But what makes a new launch successful?

Targeting the right consumers is, of course key. Kidults (recipients ages 12 years or older) has been a growing trend in the UK and across Europe. Spend on toys for Kidults was up +6% in value in 12 months to September 2023 in the UK, accounting for 29% of the market sales.

The UK toy market over-indexed on Kidults - spend in the UK grew twice as fast as in EU5, and this demographic will surely continue to be a growth opportunity for new launches in 2024. Building Sets and Games and Puzzles are the two largest supercategories for Kidults. Both Card Games and Adults Games increased +1% in value sales in 2023 vs. 2022. Standard Building sets was the eighth gaining subclass this year, adding an additional £1.5m to the UK market, with gain coming mostly from licences such as Star Wars, but also the Lego Icons range.

informed about a toy to purchase for Christmas. The largest response was in-store visit, with 26% consumers saying this was a key factor in their decision-making process. This percentage jumped to 43% for consumers with kids aged 2-11 years in the household. TV ads and browsing online came in just behind, at 25% and 24% respectively.

Finally, setting up the right price for a new launch is important. The cost-of-living crisis has reduced consumer discretionary spend and inflation - while not growing as fast as last year - is still impacting consumers budgets.

Overall, the average selling price for toys in 2023 was £10.79, up +2% versus 2022. The £10-£19.99 price point is the most popular in the UK, representing 33% of annual sales, and also one of the slowest declining price categories last year. The Under £10 price point accounts for 27% of value sales but is actually the largest in volume, accounting for 63% of unit sales. The top selling item in the UK last year was Squishmallows 8” Plush Assortment, which has an average selling price under £10.

Emilie Erktan

Senior account manager, Toys UK, Circana affordability is a key part of their success, as well as frequent new series that target both Kids and Kidults.

In addition to completely new launches, existing licences and brands can partner together to bring newness to already successful properties. This is an especially prevalent trend as there are lots of anniversaries to celebrate this year. Licences continued to gain share within the UK toy market, accounting for 32% of total sales. Seven of the top ten best-selling While marketing, social and media investment are licences showed growth in 2023, and the top 10 gaining important to build new product awareness and raise its licences added +£51m to the total market compared profile, store presence is of course also key. New launches to the prior year. Among others, it will be Peppa Pig’s which can quickly build their distribution are often the 20-year anniversary and Hello Kitty’s 50th anniversary, most successful. In Q4 2023, Circana ran a sentiment whilst Transformers and TMNT will celebrate 40 years survey asking UK consumers how they usually get each; each of these brands is expected to capitalise on their 2023 performance. Other properties celebrating a f f UWNHJ GFSI \MNHM NX YMJ QFWLJXY UWNHJ GFSI WJXNXYJI GJYYJW YMFS YMJ RFWPJY \MNQXY f f FSI f , milestone this year, such f J]UJWNJSHJI YMJ KFXYJW IJHQNSJ as Playmobil or Barbie, will provide another (MFSLJ >4> TK ;FQZJ 8FQJX opportunity for new launches, media and in! f

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The higher price points saw some decline last year, with the Over £100 price point down by -3%. At lower price points, Collectibles continue to be a growing trend that should continue in 2024, especially with all the new launches. One in every four toy units sold in 2023 was a collectible item, generating 14.5% of the total toys market value. Collectibles value sales were up +3% vs. 2022 and the average selling price was £7.46. In fact, none of the top 50 Collectibles properties have an average selling price above £13.50. Pokémon and Squishmallows were the top selling Collectible Properties in 2023, and their

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Toy World 28

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The Transformers licence jumped 71 ranks between 118 47 Transformers November and December, primarily driven by a significant sales uplift from Lego Icons Transformers Optimus Prime, with the line reaching the top 50 items in value sales in Total Toys for the month of December. Transformers property sales were up +68% in total toys in 2023 vs. 2022, supported by the movie release, and the brand enjoyed a strong performance in Action Figures & Accessories, growing by +125%.

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7TGTYNH .SYJWFHYN[J 5QF^RFYJX f Strategic Trading Card Games also continued to rise in 2023 on 58 9FQPNSL 8TZSI f *QJHYWTSNH -FSIMJQI 9FGQJYTU 5QZL 3 5QF^ ,FRJX f *QJHYWTSNH -FSIMJQI 9FGQJYTU 5QZL 3 5QF^ ,FRJX f the back of several years of growth, supported by Pokémon cards 8YFSIFWI 'ZNQINSL 8JYX 8YFSIFWI 'ZNQINSL 8JYX f f success, but also boosted by the new Disney Lorcana range from 2NXHJQQFSJTZX 9T^X f Ravensburger, as well as new licences for Magic the Gathering.

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Finally, Robotic/Interactive Playmates had the fifth largest sales increase for Full Year 2023 but was the second gaining in Q4 2023 vs. 2022. Over 90% of this subclass growth was driven by new launches. New Bitzee from Spin Master and Character Options’ Fingerlings reached the top 5 properties in this subclass and were also part of the top 10 new properties in Total Toy for the year.

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Toy World 29

Talking Shop

With a spring in our step With the new year period over, indie retailers are primed and ready for the rest of 2024, bringing in both new stock and new ideas. This month, they tell Toy World how Christmas sales ended up and what they have planned for the year ahead.

Emma Dadswell - Toys ‘n’ Tuck, Southend-on-Sea

2

023 was a weird year. Most of our sales growth came early in the year, followed by a period where it was flat. In November we started trading down, and in December we somehow ended up +6% for the month and +3% YoY. Those might not seem like huge numbers, but after the year we’ve all had, I’ll take them. And if 2023 was weird, then Christmas was weirder still. There was no buzz, no atmosphere in the shops, no ‘must-have’ best-selling toy that had consumers falling over themselves to get to the till. It didn’t even really feel like Christmas until the week of the 25th itself. I wonder if this was the result of all the overcompensation from the past few years? Whatever it was, I’d rather not have a festive period like that again.

We did really well with all the usuals of course - Lego, Squishmallows, Pokémon – but generally it was a real mixed bag. We saw a big spike in Five Nights at Freddy’s toys and merchandise, and we’ve seen a lot of growth with VTech this year, placing quite a few repeat VTech orders in December. One morning, I woke up to a flood of messages via Facebook from shoppers desperately trying to bag themselves a Soccer Bot from Golden Bear, but by that point it had sold out. I understand more arrive in February.

At the start of the year we return our focus to pocket money price points, and while kids are still on holiday, collectibles remain strong. Once they go back to school, I expect we’ll return to the bulk of our business happening at weekends – at least until half term. We just need to keep our heads down until then.

In terms of Q1 excitement, Littlest Pet Shop from Bandai has been the big one. I posted about the range being in stock on Facebook and Instagram when it arrived the week after Christmas and didn’t really think too much more about it. However, my phone kept pinging with notifications and when I looked, I realised that it was being liked and shared all over fan pages. It was wild.

Interestingly, we’ve had 20-something-year-olds travelling from 50-60 miles away to get their hands on it. Some people are coming in and buying one of every pet: the first day we had it we sold £800-worth, and now we’re on our fourth restock. It’s retro, it’s cute and its affordable, starting

at £3.99, and I know buyers are filming their own TikTok unboxings of the blind packaging because they’re tagging the store in their posts.

The one-week head start over the nationals that Bandai gave us with Littlest Pet Shop made all the difference to our sales, without impacting what the bigger guys will end up doing with it. When it’s the other way round, indies always lose out. This is something indies have been saying for so long and I think the message is starting to get through to some of the ‘smaller bigger’ toy companies. We’re just

Toy World 31

a blip on the radar to some accounts, but Bandai has listened, understands what we’re trying to do and what we need as an indie. The team there gets us, and I hope more will follow suit.

I was chatting with Paul Reader at Toymaster the other day who asked me how I feel about the rest of 2024 – and I’m genuinely optimistic. Business keeps growing year on year, even when I’m convinced we’ll be flat or down, so clearly we’re doing something right. It’s all about being aware of what’s going on in the marketplace, sticking to

Talking Shop the right price points and moving quickly when you need to. My plan is to develop the Toys ‘n’ Tuck business – I don’t plan on going backwards. People always ask if I’ll open another store and it is something I have considered, but things are so good at this store. We have a great team, and everything runs smoothly if I’m not around. And it’s easier to keep an eye on one boiling pot rather than two! I wouldn’t want to do anything that would detract from, or impact on, this location.

We’ve been nominated for Toy Retailer of the Year again after winning the 2022 award. It’s a lovely feeling to see that email arrive and realise someone has put your store forward. It’s hard work running a toy store, as a lot

of readers will know, and it’s a shame we haven’t got more young people entering the world of toy retail. I was lucky to be able to take on a family business; it’s allowed me to learn on the job, and my family was there to guide me.

But if people are going it alone then that’s where groups such as Toymaster come into their own. Yogi [Parmar], Paul, Chris [Blatcher] and the rest of the team have been working really hard behind the scenes to move the group and its members in the right direction and those of us on the committee have been given more direction too.

Becoming slightly more member-led will only benefit everyone involved with the group and I think everyone will be able to see that this year.

Having attended Toy Fair, I’ll be heading to Spring Fair in February, not to look for toy ranges (though I will of course visit the Kids, Toys & Play sector) but for gifting lines that support and strengthen our existing ranges: think pop-culture badges, posters, water bottles, pencil cases and so on. Gifting margins are better than toy margins, and we find that these types of lines can offer really good add-on sales opportunities.

The last thing I want to say is a big thank you to my team for all their hard work over the Christmas period. They’re a great bunch: I wouldn’t be able to do half the things I do without the support of our fantastic staff, and I’m looking forward to another really good year working with them.

Bill Bulstrode BME - Bulstrodes/Framlingham Toy Shop Ireland

D

espite it being a challenging year overall, we finished up 2023 in an OK position – yes, it could have been a lot better, but it also could have been a lot worse. Christmas came very late in the end, which seemed to be down to financial pressures: customers were telling us that their kids wouldn’t be getting as much as they usually would, but of course we still offered plenty of choice and I’m sure they all woke up to something nice on Christmas day regardless.

Even though the amount spent may have been lower, we still saw plenty of sales and placed a number of orders throughout December to keep shelves full.

There was no standout best-seller this Christmas. The bestseller was once again Lego, which we can’t live without.

My customers cleared my shop of City, Ninjago, Technic and Friends. Squishmallows also performed really well – we got a large delivery from Jazwares just before Christmas and it was gone by early January - and Hot Wheels from Mattel was amazing too. Those brands are the backbone of our business, really.

What really helped in the run-up to Christmas were suppliers who could turn deliveries around the quickest, such as One For Fun. Some others were really slow. Though saying that, one supplier that usually takes a fortnight to deliver got a shipment to us in a number of days, which just goes to show it’s possible when they put their mind to it.

Being an indie, smaller shipments also help. That’s why I like Kayes of Cardiff, run by Philip Kaye – or the Prince of Wales, as I call him. Via Kayes, I can get Galt, Orchard Toys and other best-selling ranges in mixed quantities that work for my business. A.B. Gee offers a similarly beneficial service.

We also work very closely with other Toymaster members to split and share shipments we deem too big. I talk daily to Dan Lovett at The Toy Box in Beccles, 30 minutes up the road from me, and we visit Toy Fair together too. Dan’s got two school-aged kids, which helps me keep my eye in, and his boss Nigel, who also runs Halesworth Toy Shop, 20 minutes away, is likewise very helpful. I work with Dee Mellor at Salter Street Toys and Models in Stafford, and even Brendan Will at Will’s in Aberdeen. Collaboration and communication were values impressed upon me by Ian Edmunds, Toymaster’s former MD. He always used to say: “It’s good to talk.” We all keep that ethos alive, as does the Toymaster group. We couldn’t exist without Toymaster.

I ran the shop myself for the four days between Christmas and New Year so my team could spend the time with their families, and sales were good and steady. Of course, it’s been a bit quiet since the kids went back to school. We’re getting the odd nice sale here and there though, I had a lady in the other day that spent £80 on a lovely Sylvanian Families play set. Anything to keep the cashflow moving is a good thing at this time of year.

Right now, I’m running deals on a lot of product across the shop just to clear out some older stock - and help

consumers still watching the pennies. I’ve noticed that collectors have been cutting back on some ranges due to price increases, which has impacted trading cards we were previously doing quite well with. I’m interested to see how Asmodee’s Star Wars: Unlimited trading card game performs when it launches later in the year, to see how it compares to the likes of Disney Lorcana from Ravensburger and Pokémon.

I’m returning to Spring Fair this year for the first time in maybe five or six years. I used to go to the Harrogate Christmas & Gift year because alongside the toys, we also stock Christmas lights and candles, but I can cover more companies at Spring Fair than I can in Harrogate, for half the travel time.

I’m feeling optimistic about the year ahead. I think customers have embraced a return to the high street and everything it offers. I was raised to always greet people by name if you know it, or with sir/madam if you don’t, and that’s something you’ll never get online (or at the nationals).

My oldest son Christopher works for our family flooring business, and Karen is in her 32nd year with the toy shop.

People know and trust us.

At the moment, the town Post Office is based out of our store, ever since it was flooded during Storm Babet. This

Toy World 32

has resulted in a lot of new customers who come in to use the Post Office, then having a look round the toy store and seeing what we offer. We’ll have the Post Office for probably another three months or so, so that’s good for our business and has been something of a silver lining to an otherwise sorry situation. In terms of strategy for 2024, we’ve had our fingers burned on a few lines that sold really well the first time around, then didn’t move at all on restock. Going forward, I think our approach is more likely to be ‘order once, get it out, call it a day’.

I found out about eight weeks before Christmas that I had been shortlisted for a British Empire Medal. I tell you, I was absolutely stunned to get that letter from the Cabinet Office and I am chuffed to bits. The compliments I’ve had, the cards that have arrived, it’s been overwhelming – one or two letters have even arrived with the ‘BEM’ at the end of my name, which is nice! But I won’t change. I’m a Framlingham boy, born and bred, and I’ve been running a business in the town for over 50 years. I’ve seen a lot of things come and go, been through recessions and boom times too. I lost my wife Teresa two years ago, which was very tough, but I still sweep the street each morning outside the shop and push on anyway, even though I’m now 70. Being awarded that medal… I’m humbled. Words fail me.

indie viewpoint

Talking Shop John Testori - Bambola Toymaster, Jersey

S

ales at the end of 2023 came late but finished up strongly. It wasn’t until the second to last Thursday that we really saw sales take off. We went from what was looking like a decline to a small growth, but a small growth is a good growth. Christmas foot traffic was much the same as in previous years; slow to start and really built up in the final ten days.

During the Christmas period, Bitzee from Spin Master stood out as a best-seller.

This Christmas, there weren’t really any high demand products that we couldn’t get our hands on. But that was good news, because then we were able to sell the stock we had.

We’ve had a strong first week of Q1 and the week in the middle, post-Christmas to New Years Eve, was very positive with high footfall. Obviously, the youngsters were still off school, and it was one of those rare times when the weather was nice. I’m sure footfall in December suffered from the fact that the weather had been horrid for eight to ten weeks. In Jersey, we got hit by Storm Ciarán particularly badly. Even when the intense gales had stopped, it was still really windy for weeks and weeks, and it’s hard to encourage folks out when it’s wet and blowy like that.

In January my customers were very excited for the new Lego sets which were released on the 10th of January. There are over 100 new lines this year, which really helped fill the shelves after Christmas. Lego always generates a lot of sales, which we need at this time of year.

We find London Toy Fair really useful to give us an insight into this year’s incoming hits. It’s always a great time to reestablish relationships and get support, and chat with other Toymaster members too. Being a member of Toymaster allows us to do all these things productively.

More of the Bambola team came over to Toy Fair this year, not just myself and my colleague, Amanda as usual. We split up into two teams of two to cover the show more efficiently. It was more manageable in the old days when Toy Fair used to be a five-day show, but it’s hard work to get around everything in three days now, spending enough time on each stand to absorb the new items and discuss queries and questions.

I haven’t been to Spring Fair in years, but it’s time to go back and have a look. It might come to nothing, but if I don’t go, I will never know. Part of the questionnaire the organisers sent me asked, ‘When did you last go?’, and I bet I haven’t been in seven or eight years. I hope to be pleasantly surprised and find two or three new suppliers.

We also have a Kidult store, and it’s funny seeing the difference in the age demographic between our different premises. Changing the mix to a bit more Kidult about two years ago has proved to be the right move. The trend shows no signs of stopping – if anything, it’s still developing - and we’ve seen two years of growth from that store. Even last year when times were hard, we still showed growth, which is a phenomenal result at the moment.

I think we’re in a good place. We’ve done up both of our shops now; they’ve each had a re-fit in the last 15 months and the refresh has definitely paid off. People enjoy a nice, bright, airy shopping environment and I’m sure that has contributed, at least in part, to the uptick in sales last year that probably wouldn’t have been there without it.

It’s all very positive as we look ahead to the rest of 2024.

Mark Buschhaus and Stephen Barnes Toy Barnhaus

Let’s get 2024 started!

I

t seems like we say this every year, but Christmas comes later and later. In the end, we tracked slightly down on the previous year, but we are happy with this result in what ultimately proved to be a tough market. The good news is that after Christmas, trading improved considerably. Kids seemed to get a lot more vouchers or money for Christmas and came in to spend it. This helped to boost sales in the days immediately following the Christmas period. The week after Christmas is a crucial selling time, as there are always lots of people visiting the malls where our stores are located.

This time round, Christmas sales didn’t benefit from a standout bestseller, and there did seem to be a lack of new lines that customers were clamouring for. Anything at a higher price point was a tough sell, and there was a lot more promotional price activity, which was reflective of the tougher market in general. However, this must be set against the last few years where trade has generally been very positive, so we were comparing against strong figures.

The early signs for 2024 are that trade has been steady so far, and we are realistic about our expectations for the first half of the year. New lines that have started well include Littlest Pet Shop, which has been relaunched by Bandai and has been in high demand, driving repeat visits to stores, as well as the new Lego launches, which are always massive for us in January. The new Botanical Collection lines have been particularly popular – who needs real roses for Valentines when you can have Lego ones instead? The new Lego Minifigures series has been a success; customers have got used to the boxes now, and a lot of them seem to know how to scan the codes to find out what they are getting. The Moriah Elizabeth collectible range from Character has just arrived and is going well; this You-Tuber seems to have a massive following. Also in collectibles, and in complete contrast, are the Sylvanian Baby Series blind bags, an evergreen range at a lower price point which remains perennially popular.

Following Toy Fair, our next trip will be to Spring Fair, which we normally visit on Sunday.

Spring Fair is a great opportunity to look for something new or a bit different. This year, at all the shows, we will look to take advantage of any deals that are available; we have kept our buying purses closed during January so that we can maximise our outlay on stock that we know will sell with a good margin. As Easter is early this year, Spring Fair will also offer the chance to look for seasonal items. Plus, we’ll also be looking at outdoor products to see what we can find for the summer – hoping we will have decent weather this year!

Looking forward, we are keeping an eye on what is happening in the Red Sea, and any impact it may have on prices or availability going forward. As we write this, it is -2 degrees outside, and we are praying we don’t get any snow - although at least we would sell the sledges that we’ve had in stock for a few years now.

Toy World 34

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fresh FRESH THIS MONTH:

Each month Fresh sets out to find the latest products that will have toy retailers reaching for the phone.

Here are new releases from: Amscan, Character Options, IMC, Konami, Lego, Magicbox, Mattel, One for Fun & Simba Smoby.

Barbie Women in Film collection Mattel 01628 500 000 • www.mattel.com

Mattel has announced the 2024 Career of the Year Women in Film doll collection, which reflects four unique careers to ignite inspiration among the next generation of women to explore careers in film.

Over the past year, women’s impact on the film industry has been tremendous. Their contribution to the film industry is most notably demonstrated by the groundbreaking success of Greta Gerwig’s Barbie Movie, which champions the empowerment of women.

Mattel believes there couldn’t be a more opportune moment to honour women in film, encouraging young girls to pursue their dreams and providing a gateway to explore the various professional paths within the industry.

The 2024 Barbie Women in Film Career of the Year lineup includes: Studio Executive, wearing a blue blazer, leather skirt and black heels, and equipped with yellow sunglasses and a smartphone; Director, clad in a denim jumpsuit and coral sneakers, with a viewfinder around her neck, yellow headset and script in hand; Cinematographer, wearing a purple Chase Dreams t-shirt, black leopard printed pants and white sneakers while carrying a camera; and Movie Star, wearing a sequin floor-length gown with a beaded silver necklace, holding her award winner trophy.

Barbie aims to remind children they can be anything from princess to president, or astronaut to zoologist. The brand continues to balance the Career of the Year line with careers that resonate with culture as well as roles that kids love and see in their everyday lives, such as a teacher, doctor and vet. The Women in Film Career of the Year lineup is available now.

World Book Day range

Amscan www.amscan.co.uk • 01908 288500 sales@amscan-uk.co.uk Amscan has a wide range of styles to choose from for this year’s World Book Day celebrations.

As proud partners of World Book Day for 2024, Amscan has a selection of six beloved characters from classic fairy tale styles to choose from, where a percentage of every sale is contributed directly to the charity’s work. These costumes are featured online with the official World Book Day Logo, and the donations help children grow through a love of reading.

In addition, Amscan has extended its character costume offering to celebrate Book Week 2024.

With new styles added to the Harry Potter range, Amscan is introducing two new styles, including Luna Lovegood and Hogwarts house robes, complete with interchangeable badges.

There will also be select styles available in adult and kids’ sizes across a range of much-loved characters. A new Tom Gates colour in tabard costume has one side in a full colour print and the other outlined, ready to colour in with the supplied pens.

Amscan has a plethora of characters available, with styles also available from Dr Seuss, Elmer, Miffy, Pip & Posy, Peter Rabbit, The Very Hungry caterpillar, Diary of A Wimpy Kid and Roald Dahl classics; whether it’s key icons from Matilda, Charlie and the Chocolate Factory, James and the Giant Peach, The BFG, The Twits or Fantastic Mr Fox. The collection includes styles for both children and adults – ideal for teachers - with matching options available on selected styles.

Amscan’s partnership with the World Book Day charity will ignite kids’ imaginations through dress up and role play, whilst enhancing their experience of reading nationwide.

Toy World 39

fresh Mini Baby Paws IMC Toys 01904 720 908 www.imctoys.com info.uk@imctoys.com

IMC Toys’ hit pet plush brand Baby Paws is welcoming a selection of new introductions as part of its expansion plans for 2024. Spring sees the launch of the Mini Baby Paws collection, which features characters smaller than those in the core Baby Paws range and available at a pocket money price point.

There are three adorable characters to collect, all of which come with their own dummy and unique blanket, and make puppy sounds when their heads are stroked. The cheeky Beagle comes complete with an eye-catching yellow patterned blanket, the cute Border Collie has its own pink blanket design and the loveable Shiba Inu sports a pale blue blanket decorated with treats.

Each pup’s blanket is attached to its back, preventing it from getting lost when out and about and doubles as a bag so that kids can carry their pup everywhere they go. AW24 will see the core Baby Paws range extend with new Labrador and Cat characters joining the current Cocker Spaniel, Husky and Dalmatian breeds. A larger Baby Paws Interactive Labradoodle will also join the collection in the autumn, featuring a whole host of functions and accessories to bring the brand to life for kids aged 18 months and over.

Dino Collecto

One for Fun 0141 613 2525 • www.oneforfun.com sales@oneforfun.com One for Fun has recently launched Dino Collecto, a range of adorable plush dinosaurs available in different styles and sizes that children can collect and play with. Kids can create a gaggle of cute plush dinosaurs, add flowing hair for additional play, or enjoy an element of surprise with the Dino Collector line, which was first introduced this year’s London Toy Fair.

Crossing a variety of price points and with loads of collectability, the soft plush toys come in a variety of forms. Kids can start their collection with the Dino Collecto Surprise Egg – they simply open the glittery egg and a tiny dino appears. The plush toy is very soft and comes with a matching surprise sticker. Each small plush dinosaur comes with a collector’s guide containing all the important information users must know about their new toy, including its nickname, birthday, favourite food, and other interesting details. There are eight different plush toy dinosaurs to collect in the series.

The Dino Collecto Medium Plush features another eight collectible dinos. Each glittery dino stands eight inches tall and has its own personality and characteristics. Top-of-the-range Dino Collecto Hairassic Fantastic features long hair to style and each of the six characters comes with their own hairbrush. With Dino Collecto, One for Fun brings lots of creative play value and lots to collect.

Yugi & Kaiba Quarter Century TCG accessories

Konami Digital Entertainment B.V. 01753 271 737 • www.yugioh-card.com/uk

Celebrations for the 25th anniversary of the Yu-Gi-Oh! card game began last year, including tons of special commemorative products. The fun will continue through 2024, but this February (the 4th, to be exact) marks the actual anniversary itself.

This makes now the perfect time for a new line of Yu-Gi-Oh! TCG products befitting the occasion. Featuring two truly iconic duelists who’ve locked horns since the beginning, the Yugi & Kaiba Quarter Century range of accessories will be a treasured classic for the next 25 years and beyond.

The range features brand-new, dynamic artwork of the heroic Yami Yugi and his adversary, the merciless Seto Kaiba, as well as the bold Quarter Century logo. There are four items in the range, including: Yugi & Kaiba Quarter Century 9-Pocket Duelist Portfolio, Yugi & Kaiba Quarter Century Game Mat, Yugi & Kaiba Quarter Century Card Case, and Yugi & Kaiba Quarter Century Card Sleeves.

Each accessory leaps off the shelf, from the Portfolio, which showcases action shots of Yugi and Kaiba on the front and back covers respectively, to the special release Card Sleeves which come with 50 of each design, letting duelists fight as either Yugi or Kaiba.

All four accessories are scheduled for release on 8th of February and are sure to prove popular as fans continue to celebrate 25 years of duelling throughout the year.

Toy World 40

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Lego Ideas: Polaroid OneStep SX-70 Camera The Lego Group 01753 495 000 • www.lego.com The new Lego Ideas: Polaroid OneStep SX-70 Camera set brings a true icon of photography to the Lego Ideas range and is the 53rd product to be released by the fansourced platform.

The model is made up of 516 pieces and includes many of the design features that made the original OneStep Camera so popular amongst fans, captured in a unique display model with functional features: a working viewfinder, the iconic Colour Spectrum detailing, an exposure compensation dial and a shutter button that lets builders load and eject the included illustrated photos. Also included alongside the camera is a buildable Polaroid Time-Zero Land Film pack.

T-Racers Mix ‘N Race

Magicbox 01293 222 500 • www.magicboxint.com sales@magicbox-toys.co.uk T-Racers is sporting an evolved look this month, keeping the original essence of the brand concept but with a more modern, much cooler twist.

The latest offering from T-Racers, T-Racers Mix ‘N Race introduces a unique system that retains the brand’s status as the only collectible vehicles with a Mix ‘N Race function. It also introduces sleek new car designs with an even more aesthetically pleasing look. Kids simply interchange the pieces to customise their own racing cars.

T-Racers Mix ‘N Race launches this month with 36 new, highly detailed car designs, from which kids can mix and match their own custom creations.

Wave 2 is already revving its engine: set to launch this autumn, it promises to introduce a further 36 cars for even more vehicle combinations. The T-Racer Mix ‘N Race cars will be available as single and triple car blister packs at a very competitive price.

Fingerlings Care and Cuddle Monkey Character Options 01616 339 800 www.character-online.com sales@charactergroup.plc.uk

The Fingerlings range is expanding this year, with a cute, super-sized feature plush joining the lineup for autumn/ winter. The Fingerlings Care and Cuddle Monkey stays true to the ‘Friendship @ Your Fingertips’ promise of the original toy but offers new innovation and added huggability.

This purple, large-scale interactive Fingerlings Monkey soft toy features over 200 fun sounds and reactions.

Unlike many other interactive pets, the Fingerlings Care and Cuddle Monkey is a plush at heart and is ultra soft and squishy, with all the added play value of an interactive friend. When kids hold his hand his heart lights up and beats. They can also cradle, tickle, feed and burp their baby monkey.

Fingerlings Care and Cuddle Monkey comes with games to play, such as freeze dance and DJ mode, and includes fun accessories including a banana themed bottle and dummy.

ScreamerZ

Simba Smoby Toys UK 01620 674 778 • www.simba-dickie-group.de/en sales@simbasmoby.com The new ScreamerZ range from Simba Smoby offers kids a trio of plush prank pals to collect: monkey, rabbit and bear. The ScreamerZ may seem like ordinary soft toys, but there’s a twist. When squeezed gently they make a sweet little noise, but when squeezed harder, they emit a funny scream. If they’re given a squeeze and shaken, they’ll even produce a comical, wobbly scream. A built-in mechanism, which has been developed to surprise, amuse and windup kids, makes them perfect for playing pranks with.

Toy World 42

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Eco-friendly / Sustainable toys

Changing the world

one step at a time Our annual feature on Sustainable and Eco-Friendly toys always falls not long after the annual United Nations Climate Change Conference which, from 30th November – 12th December 2023, was held in Dubai, UAE (ironically, one of the world’s biggest crude oil producers). As always, the COP28 conference hammered home the need to protect our planet and its inhabitants with actions both big and small, from overhauling our transport and energy sectors to reassessing small consumption choices – such as which toys to buy our kids.

I

n the 12 months since we last ran this feature, toy companies have continued to step up their efforts when it comes to creating products that tread more lightly on the earth. Packaging plays an important role in this: in August 2023, Sambro took one step further in its ESG commitments by launching cardboard packaging to replace the egg-shaped plastic designs it was using for its collectibles, while Winning Moves has eliminated unnecessary single-use plastic from its Top Trumps Collector’s Tins and Ridley’s Games has switched the internal trays across all its Selfish titles from black plastic to pulp waste materials.

Consumers familiar with the Brainstorm Toys brand, meanwhile, will see that the company is also one of those that has been busy redesigning its packaging to make it more eco-friendly. To help consumers understand the options available to them, the company has introduced a clear eco-friendly packaging logo on its Brainstorm Toys and distribution lines, and all its products carry the recognisable ‘Recycle’ logo so consumers know they can recycle packaging themselves at home. All these small changes add up to big reductions in the amount of plastic heading to landfill (and after all, the packaging is the one part of the toy that’s supposed to be got rid of).

What’s inside the packaging also continues to benefit from innovations in material use and end-of-life options.

Wild Republic, for example, has recently announced the launch of its National Parenting Product Award (NAPPA) winning biodegradable toy line, headed up by the Green Guardians range of play sets. Established in 1979 by G.B.

and Kamala Pillai, Wild Republic was founded with a clear mission: to foster wildlife education and conservation by forging a deep connection between children and animals through play. Their accomplishments were celebrated at the annual Toy of the Year Awards in New York this past September, with a prestigious Champion of Sustainability award from The Toy Association.

Part of its ongoing mission to protect the environment and promote sustainability, Wild Republic's CEO, Vishnu Chandran, emphasises that this new biodegradable toy line is not just about play, rather, it's a testament to the brand's unwavering dedication to environmental stewardship and a shared vision of a world where humans and animals coexist peacefully.

"Our new biodegradable toy line represents a significant milestone in our—and the toy industry at large’s—journey towards a more sustainable future," said Vishnu. "We don't just focus on our own products and business. Instead, we are working sector-wide to urge collective action to inspire and mandate greener and more sustainable manufacturing. Our company is on a mission to spearhead and redefine our industry's impact on the planet."

Melissa & Doug approaches the production of toys in a similar fashion, placing sustainability at the heart of everything it does and always keeping kids’ futures in mind. David Lubliner, head of Customer Marketing – Europe at Melissa & Doug, says the company’s toys are crafted with care to be passed down from generation to generation, or shared family to family, relying on wood whenever the company can because it’s both natural

Toy World 44

and renewable. He adds that all Melissa & Doug toys are designed to be durable, with the intention that they will never be sent to a landfill.

“Whether it’s creating high-quality toys that are made to last, planting trees to help restore the resources we use, or ensuring our products inspire open-ended play for all kinds of kids, sustainability is at the heart of what we do here at Melissa & Doug,” David adds. “In partnership with One Tree Planted, we’re planting 10m trees by 2030, and in 2023, 100% of our innovation and paper products were made with FSC certified materials. At Melissa & Doug, we take sustainability seriously and have a genuine commitment to making the world a better place. We prioritise our sustainability improvements and have rigorous processes in place to ensure that statements we make are indeed true, accurate, and something we can stand behind. In fact, the Forest Stewardship Council honoured us with a 2022 FSC Leadership Award, for ‘Uncommon Excellence’ in the use of FSC-certified products and our commitment to responsible forestry.”

From the hardness of wooden toys to the softness of plush ones, Keeleco, from Keel Toys, is a charming soft toy collection crafted from 100% recycled materials. As Patrick Downs, head of Design at Keel Toys explains, each and every Keeleco soft toy is manufactured and filled with 100% recycled polyester made from plastic waste. He explains: “This process gives plastic a second life and uses less energy to produce than virgin polyester. For example, 10x 500ml water bottles will produce enough fibre to make an 18cm toy. The iconic Keel logo and hangtag are now

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Feature

Eco-friendly / Sustainable toys

formed from FSC card and attached to the toy with cotton - and even the shipping cartons are made from recycled materials and sealed with paper tape.”

What’s more, all Keeleco toys are manufactured in an Ethical Supply Chain Program (ESCP, formerly the ICTI Ethical Toy Program) factory audited to the highest social and environmental standards. The ESCP provides a one-stop-shop offering to toy suppliers wanting to ensure compliance with global Environmental, Social and Governmental (ESG) standards, including an Environmental Assessment that enables companies to understand the environmental impact of their global supply chain. The Ethical Supply Chain Program also helps businesses to find suppliers in new geographies, with a growing number of factories in Europe and the Americas, meaning companies looking to nearshore for environmental reasons can do so responsibly and with confidence. Readers can find out more about the services offered by the ESCP on pages 66-67.

Eurofins, meanwhile, is also poised to assist companies with their sustainability responsibilities, as a raft of new legislation and regulations promises to provide financial incentives favouring those aligned with eco-friendly ideology whilst simultaneously cracking down on greenwashing – a mainstream issue across all industries that misleads consumers by exaggerating or inflating a product or company’s eco/sustainability credentials.

“Greenwashing is, and will potentially become, even more of an issue,” says Patrick at Keel Toys. “I think the toy industry can tackle this by adopting a similarly open approach to the one taken at Keel Toys. Our goal with the Keeleco range was to be totally transparent, and to back up every claim we make with accurate information. Our factories are fully certified to GRS standards and all ecofriendly materials used have a full traceability trail.”

He adds: “Keel Toys’ commitment to building a

sustainable future doesn’t end with our beautiful products, it is the core that underpins our entire business operation. We have just installed over 300 solar panels (making us self-sufficient during the summer months), as well as LED warehouse lighting and electric charging points at our Ashford head office and distribution centre.

We have even moved our company fleet of vehicles over to fully electric and hybrid cars, making Keel Toys the perfect Eco-Centric business partner. In just the four years since launching Keeleco, we have recycled more than 250m water bottles in the manufacture of the range. And with over 450 products and counting, across Wild, Farm, Sealife, Dinosaurs, Teddy Bears, Puppies, Kittens, Nursery, Pink, Seasonal, and Keeleco Adoptable World, Keel Toys remains committed to expanding the Keeleco collection throughout 2024.”

Of course, Keel Toys isn’t the only company placing sustainability at the heart of its business. Curious Universe’s Curiously Green Initiative encourages the reuse, regifting and recycling of its products, including its Cutesville arts & crafts line, Colour and Carry Activity Kits and Kaleidoscope Colouring Kits, and its brand new, completely plastic-free Curious Universe Games range.

CEO John Styring says longevity is a key focus for the company when it comes to sustainability: only by creating products that stand the test of time can they be enjoyed over and over.

Other new ranges for 2024 that have put eco credentials to the fore include Hama Bio Beads, from Pat Avenue, carbon neutral, recyclable, sugar cane derived beads and pegboards. These join Pat Avenue’s 100%

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recycled Ecoplush collection. Playmobil, meanwhile, is expanding its sustainability efforts with the introduction of three new ranges made with a minimum 80% sustainable materials - Playmobil Dino, Wiltopia and Horses of Waterfall – and, just in time for summer, Zuru is launching its new Bunch O’ Balloons Reusable Water Balloons. Safe seal magnetic technology allows the water balloons to be used multiple times, with up to 1,500 reusable splashes per balloon.

Just before this issue went to press, Brainstorm Toys announced that it would be expanding its portfolio with an exclusive distribution deal in the UK & Ireland for Create N Colour, which allows kids to use water to ‘paint’ colours onto an assortment of cute animals. When dry, the colours fade, meaning the play can be repeated again and again. Create N Colour will sit nicely alongside one of Brainstorm’s most popular existing distribution lines, Eugy, long lauded for its eco-friendly credentials.

“Brainstorm is consistently working towards making rolling changes to its sustainability practices, either by tweaking the products themselves, the packaging or the shipping methods,” explains Debra Tiffany, marketing manager at Brainstorm. “We have worked closely with the suppliers for our distribution lines to ensure that these products follow the same eco ethos, including POS for retailers. Year on year, trade customers will notice the tweaks that are being applied to each product, making them as environmentally friendly as they can be. These continuous improvements will be highlighted at the forthcoming trade shows. When making selections and designing new products, sustainability is our priority: we know customers are increasingly conscious of investing in our planet.”

This knowledge will be music to the ears of Vishnu at Wild Republic. He says: "We are not just a toy company: we are storytellers, advocates and educators. It’s our responsibility to inspire children to connect with the wonders of the natural world by fostering their love for wildlife through imaginative play. Our journey towards a more sustainable future is a collective effort. Together, we can build a world where humans and animals live in peace, and where our children inherit a planet rich in beauty and biodiversity. As my grandmother Ammama says during her daily prayer on Mother Earth: ‘May all beings everywhere be happy and free, and may the thoughts, words, and actions of my own life contribute in some way to that happiness and to that freedom for all.’”

Over the coming pages, Toy World brings readers a raft of new toys that promise to be both gentle on the environmental yet big on fun.

Opinion

Eurofins

Eco-friendly fun: The rise of Sustainable toys Eurofins Sustainability Services brings together a wide range of the Eurofins network’s sustainability offerings in one place, connecting customers with the relevant Eurofins company to provide solutions to their sustainability needs. Here, Jack Mowbray, sustainability analyst at Eurofins Sustainability Services, explains how the forthcoming New Toy Regulation will help improve toys’ sustainability credentials.

T

he field of sustainability spans almost all industries and is continuing to grow.

However, when it comes to the toy industry, sustainability is still in its infancy. Despite efforts to encourage recycling, plastic reduction, durability and circularity, there is more that can and should be done.

Sustainability is rooted in environmental responsibility and social well-being, and although there is no universally accepted definition, these core principles are generally agreed upon.

As understanding of environmental consequences of human activities deepens, a noticeable shift in parental preferences when selecting products for their children has been observed. Consumers are now advocating for the younger generation to be part of a more conscientious future, one that cares for both the planet and the individuals within supply chains. Many parents are striving to make responsible choices from the outset, opting for eco-friendly toys that not only provide enjoyment but also impart subliminal lessons on ecoconsciousness from an early age.

Though the industry has shown a desire and commitment towards sustainability, through the manufacture of products using recycled materials and re-thinking packaging approaches, sustainability is a sum of multiple factors. Whilst recycling is a good place to start, there are many other important aspects to consider

improving, especially in terms of chemical use.

Manufacture continues to use precious raw materials with limited consideration towards designing durable or recyclable products. Green claims go unverified, enabling some retailers to benefit from misleading consumers and greenwashing practices. Considering this - and recognising that the primary catalysts for change in the industry are legislation and mass consumer spending - the EU has developed a two-pronged approach aimed at the toy industry.

The forthcoming New Toy Regulation seeks to enhance protection against harmful chemicals, while the introduction of the European Union’s Digital Product Passports promises a more robust enforcement mechanism than previously seen, ensuring the most vulnerable individuals are shielded from hazardous products. Products will soon be required to demonstrate that they have been created with eco-design principles in mind.

Under these new laws, consumers will be provided with verified information about product materials, the presence of harmful substances, production conditions, product durability, repairability, and recyclability. Consumers will be able to compare sustainability credentials between retailers, potentially fuelling sustainability competition in the market. Tough mandatory measures will ban greenwashing, requiring evidence for any green claims made, showing that the whole life cycle of the product is accounted for, and that claims are verified by independent scientific bodies.

Further green legislation will provide financial incentives favouring those aligned with eco-friendly ideology, with eco-modulation for Extended Producer Responsibility (EPR) schemes reduced for those who demonstrate durability, reusability, repairability, fibre-tofibre recyclability, the absence of harmful substances, and mandatory recycled fibre content.

The demand for sustainability, mandated by policymakers, is poised to become a pivotal consideration for brands operating within the European Union.

Change is coming for the industry, and it is imperative to understand the proposed requirements now, in order to be prepared.

Given the plethora of new regulations inundating the industry, it can be overwhelming for businesses to discern where to initiate compliance efforts and avoid potential fines imposed by member state authorities.

Many legislations work in tandem, meaning achieving compliance with only one is not satisfactory. To help businesses overcome this, Eurofins has developed a new legislative service mapping out the requirements of upcoming legislation, key implementation dates, compliance start dates and ongoing regulatory updates as this landscape evolves at significant pace. For those at the beginning of their sustainability journey, Eurofins has developed a materiality assessment tool

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which aims to devise a tailored sustainability strategy, through identifying key issues within supply chains and prioritising sustainability targets. Sustainability is a vast and complex concept: however, it is an opportunity, not a challenge, and with our assistance we can help create a strategy that enables toy manufacturers to take that opportunity.

Eurofins can also help achieve chemical compliance using our Chem-ST methodology. Chem-ST tests for a wide range of substances extending beyond legislation, meaning this tool can be used to verify and assess a product’s long-term viability. Chemical compliance is important in protecting environmental and human health and non-compliance can put both at risk, as well as carrying the potential to cause reputational damage to brands and retailers. Cotton origin is another offering Eurofins can provide, a tool that, similarly, can help avoid any reputational damage by pinpointing the region in which the cotton originates whilst simultaneously improving supply chain transparency.

Eurofins has a variety of services to suit the needs of our clients, if you wish to learn more about Eurofins Sustainability Services, or would like to start your sustainability journey now, visit the website at: https:// sustainabilityservices.eurofins.com/ or contact sustainabilityservices@cpt.eurofinseu.com

Sponsored Feature

Weirdoh

Weirdoh Modeling Dough Compound: where creativity meets sustainability Fun Play, Clean Planet

I

n the ever-evolving landscape of sustainable products, one remarkable development is making waves in the toy industry: Weirdoh Modeling Dough Compound.

Going beyond the traditional notion of toys, Weirdoh Compound is not just a product - it's a sustainable revolution that promises a fun and creative play experience while championing eco-consciousness. Here, readers are invited to explore the unique features of Weirdoh Modeling Dough Compound, the parent company’s commitment to sustainability, and why it presents an exciting opportunity for toy companies and modelling dough manufacturers to redefine their role in the market.

Weirdoh Modeling Dough Compound stands as a beacon of sustainable innovation, setting a new standard of eco-friendly modelling compounds. What makes Weirdoh truly exceptional are the key principles that elevate it above conventional options:

Weirdoh Modeling Dough Compound's commitment to sustainability extends beyond its composition. Fully compostable, users can simply toss it into the brown bin for responsible disposal, ensuring it is recycled instead of ending up in a landfill. This actively reduces the quantity of waste in landfills, contributing to the reduction of greenhouse gas emissions. From unconsumed bread to tactile dough, Weirdoh Compound offers an alternative for a better, more sustainable future.

Who Do You Call Weirdoh?

"We developed the compound with experts from the food tech and the toy industries,” says Michal Amit Green, chief of Innovation at Shachar Group. “Yet, we are not a toy company, and to make a real difference we need a strong strategic partner who can take our formula and turn it into a global brand, all the way to the final consumer. Our partner needs not only marketing and distribution abilities but, above all, a vision."

Weirdoh is in no doubt that the partner that will join it on this journey - whether an existing dough company that wants to offer a sustainable new line or a sustainable company that wishes to offer a new line of products - will

Food for People: Most modelling doughs today are based on virgin wheat flour, an essential food ingredient.

At Weirdoh, virgin wheat flour is out of the game, zero use, being redirected back to its main purpose: food for mankind. Just imagine if all the flour being used today for modelling doughs was free for making bread, buns and other food products. Just for a moment, try to guess how much flour is wasted, how many children could have been fed... Here's a hint: it’s a number with at least six zeros.

Always Looking Up: Weirdoh Compound demonstrates sustainability by upcycling its main ingredient, unconsumed bread, preventing it from being trashed and turning it into a treasure. In an industry where linear production is mainstream, Weirdoh's unique process breathes new life into discarded materials and paves the way to a circular economy.

Weirdoh is an innovation by Shachar Group, a food waste upcycling company operating in Israel that began life as an industrial start up more than 40 years ago. Shachar's motto - ‘Nothing is wasted’ - is more than a slogan: it is a way of life.

Each year the company recycles more than 70,000 tonnes of food waste, reducing over 230,000 tonnes of CO2e and upcycling 99.9% of all waste received.

"It all started when we looked at the huge pile of bread we collect on a daily basis and thought to ourselves: ‘How can we turn it into something better?’" recalls Itzik Shachar, co-founder of Shachar Group. "We knew we could not turn it back into flour for human consumption, but maybe, indirectly, we could free the flour from other products. And then it hit us - modelling dough compound! We knew that if we could do it, our product could replace existing modelling doughs and free up millions of tonnes of wheat flour, preventing food waste and hunger. After two years of R&D we have managed to do it, and today the formula and the process are approved patents. Weirdoh Modeling Dough Compound is more than a wonderful product.

It is proof of how two completely different sectors - food waste recycling and the toy industry can nourish one another and create something innovative, wonderful and sustainable."

"Focus on your strengths; collaborate for success" - Lailah Gifty Akita Shachar is a food waste upcycling company, not a toy company.

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enjoy strong positioning within the industry as both sustainable and innovative. It will be a company that is not afraid of pushing boundaries and redefining traditional norms in the toy industry.

Everybody loves modelling dough. It's an existing and growing market, which is a great advantage. Consumers are increasingly seeking sustainable products, presenting a significant opportunity. And in the meantime, regulations protect everyone when actions are not taken voluntarily.

Itzik says: "We believe that sooner or later, regulations will cover mandatory sustainability and demands such as using recycled materials or prohibiting the use of essential food products will become a norm. We are ready for this moment, as our product complies with those demands and fully supports the UN SDGs.” Weirdoh Modeling Dough is not merely a compound: it represents a paradigm shift in how the company is approaching the toy industry from a sustainable point of view. This innovative approach bridges the gap between the thriving recycling industry and the traditional toy sector, showcasing the powerful impact of collaboration.

Maintaining joy while remaining conscious of its responsibilities is achieved by Weirdoh through a unique combination of technology, innovation and, above all, a sustainable vision.

Visit us at Spielwarenmesse: Hall 3a, stand: D-14A. For more information email: info@weirdoh.biz Follow us on LinkedIn: QR code

BRINGING ECO-FRIENDLY AND SUSTAINABLE TOYS TO YOU

CONTACT: sales@htigroup.co.uk @HTIGroup1952

@HTIToys

HTIGroupMedia

Eco-friendly / Sustainable toys

Ridley’s Games

Toynamics

020 7713 2060 | info@abramsandchronicle.co.uk

0116 478 5230 | www.toynamics.com | sales@toynamics.co.uk Toynamics UK & Ireland has multiple sustainable brands in its portfolio, including Korko and the best-selling brand Hape.

Since launching nearly 40 years ago, Hape has become the world’s largest manufacturer of toys made from renewable raw materials, which include wood, rice, fasal and bamboo.

Launched in 2022, the Hape Green Planet Explorers collection offers role-play products made entirely from sustainable materials, encouraging children to create playful adventures and stories about protecting the planet. For 2024 new additions to the range include the Kayl & Wai character Set. Designed for ages three and over, children can role-play rescuing animal friends with the two turtle figures and accessories included in the set. This set also includes an educational leaflet on clean oceans and is supported by a YouTube series introducing users to the characters and a range of different sustainability topics.

Hape Nature Fun is a range of best-selling sustainable and eco-friendly outdoor toys.

Amongst the new products for this year, the Hape Outdoor Easel is made with FSC wood and green PE and features a transparent canvas for kids to paint on both sides, perfect for use both indoors and outdoors. The Hape Nature Fun Portable Microscope is a STEM toy that helps children explore the microscopic world. It can be played with for scientific investigation, using the professional slides and LED lamp with adjustable focus. Kids can also remove the microscope from its stand to create a handheld microscope. The microscope has two magnifications, x 60 and x 120.

Korko has a range of new launches for 2024 including a King & Queen, Magical Mood Acorns, E-cork Racers and more. The Magical Mood Acorns each have their own expression, making it a great educational tool for teaching children about feelings and emotions, as well as a fun stacking game that will encourage cognitive development and fine motor skills. Korko’s classic cork building bricks, in sets of 20, 40 and 60, come in different colours and shapes to encourage spatial thinking and fine motor skills. Cork benefits from being soft, light, non-slip, durable and antibacterial. As well as being sustainable, cork is biodegradable, recyclable and carbon-negative.

In 2021, Ridley’s Games began making changes to reduce the brand’s environmental impact by prioritising the use of responsibly sourced materials, replacing throwaway plastics with biodegradable or recyclable alternatives and minimising the use of virgin plastics, with the goal of eradicating them completely from the range.

Ridley’s started its sustainability journey by applying this approach to the backlist, with products being assessed for environmental impact as reprints are ordered. Some key examples of rolling changes are replacing all shrink-wrapping with card or paper-based alternatives and switching from plastic secure-seals to either biodegradable cellulose or recyclable paper seals.

Since 2022, the bestselling Selfish series has had a sustainability overhaul to use entirely FSC-certified materials and remove all plastics, including substituting the plastic die in Selfish: Zombie Edition for an FSC-certified wooden die and changing the internal trays across all titles from black plastic to pulp waste materials. The change to tray materials alone has prevented 1,137 kg black virgin plastic from being produced so far.

Not only was Ridley’s Fall 2023 range entirely free from virgin plastics, but it also included an exciting new development with the launch of Roarsome! This dinosaurthemed, card matching game is the latest addition to the range, and the team at Ridley’s took the opportunity to investigate alternatives to the PP materials previously used for the shaped cases.

After investigating a range of PP-mix materials, the Ridley’s team decided that wasn’t going far enough and wanted a solution that didn’t include any virgin plastic at all. After much sourcing and testing, the team landed on a biodegradable corn starch PLA formula that could achieve the textured dinosaur egg-shaped case that makes Roarsome! look so unique. The eco-credentials of this product have proved to be a hit with retailers and consumers alike. Ridley’s has since switched Avocado Smash to the same material, saving 3,276 kg of virgin plastic from entering the environment in just six months.

The Ridley’s team has a recycled PP prototype in hand and pre-production samples underway, so the company will roll out the change across all reprints of its shaped cases starting mid-2024. This will result in approximately 4,354 kg of plastic that already exists in the world being reused each year.

Posh Paws 01268 567 317 | www.poshpawsinternational.co.uk | sales@poshpawsinternational.co.uk Posh Paws is committed to bringing more sustainable products to the market and has achieved success with its Eco Earth collection of high-quality plush animals, all of which are made entirely from recycled materials. New for 2024 are the Baby Eco Earth Animals that have been specifically designed for babies and toddlers. This new collection of plush toys includes a baby Lion, Zebra, Giraffe and an adorable Elephant.

Featuring the highest quality plush fabrics and stuffing, all Posh Paws Eco Earth plush outer fabrics and stuffing are made using 100% recycled materials from post-consumer plastic waste, to help keep it out of oceans and landfills. The packaging hangtags are made using 100% recycled cardboard and printed using soy-based inks, then fastened to the plush with string. These Baby Eco Earth plush toys are the newest additions to Posh Paws’ range which currently includes the super-soft and cuddly Cute Eco Animals consisting of a Koala, Panda, Monkey and Sloth with big eyes and chunky heads.

There are five other collections available in the Eco Earth range that have been designed in a realistic style and include animals from different regions of the world. The British-inspired Woodland Animals range features animals such as a Fox, Red Squirrel, Deer, Rabbit, Barn Owl and Hedgehog, while the Artic Animal collection includes a Polar Bear, Seal Pup, Orca, Walrus, Arctic Wolf and Penguin.

The Sealife Animals assortment features an Orca, Sea Turtle, Stingray, Octopus, Dolphin and Walrus, and the Out of Africa collection offers a Sloth, Meerkat, Leopard, Brown Bear, Silverback Gorilla and Panda. The final assortment is the Around the World-inspired collection that includes a Hippo Calf, Giraffe, Monkey, Elephant, Tiger and Lion.

All Posh Paws plush toys and gifts are built to last, using the highest quality materials and fabrics. The company actively encourages consumers to donate unwanted toys to new loving homes to promote its efforts for sustainability further.

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Eco-friendly / Sustainable toys

Wild Republic www.WildRepublic.com

Wild Republic, a renowned brand in nature and wildlife-inspired toys and education for nearly half a century, has announced the launch of its trailblazing, National Parenting Product Award (NAPPA) winning biodegradable toy line. With its long-standing commitment to reducing its environmental impact and fostering a harmonious relationship between humans and animals, Wild Republic continues to lead the way in sustainable toy manufacturing by innovating both products and manufacturing approaches.

Among the flagship offerings of the new Wild Republic toy line is the Green Guardians play sets for kids aged three and over. Eco-friendly and completely biodegradable, once disposed of they will begin to break down within just a year. But before that, kids can enjoy countless hours of fun and imaginative play, selecting from one of five themes including Rainforest Tracker, Safari Ranger, Jungle Guide, Ocean Diver or Arctic Explorer. Each play set comes with a vehicle, a human guardian of the planet and an animal. The packaging is also made from recycled materials and contains no single-use plastic.

In 2024, Wild Republic is also introducing the first line of biodegradable plush, Earthkins.

Sure to be a child’s best friend for years, when it is time to give the Earthkins plush a new life it will be responsibly broken down to become part of the earth again.

To celebrate these product launches in the US, Wild Republic has selected a diverse group of customers that represent its partnership base, including zoos, aquariums and independent toy stores, to receive a prioritised expedited shipment of Green Guardians play sets and merchandising they can use to create sustainable store sections at their locations. This contribution is a celebration of Wild Republic’s partners, which have inspired the company to embark upon a holistic approach to sustainability. Partners include Franklin Park Zoo, Stone Zoo, Lake Hartwell Wildlife Safari, Learning Express Woodstock, Rainforest Adventures, Elephants Trunk, the North Carolina Aquarium Society, and Henry Doorly Zoo and Aquarium.

The launch of the biodegradable toy line is just one step in Wild Republic's ongoing sustainability journey. The company remains committed to continuous improvement, researching and developing innovative solutions to further reduce its own environmental footprint and serve as a model for others in the industry to do the same. The Wild Republic Conservation Fund provides ongoing contributions to animals and their habitats through each product purchase. Initiatives funded include preservation of bird habitats, animal rescue, protection of endangered gorillas, the rescue of homeless dogs and abused cows, and the conservation of the rainforests - the lungs of the earth.

Playmobil www.playmobil.co.uk | sales_uk@playmobil.de Playmobil is expanding its sustainability efforts with the introduction of three new ranges. Building on the success of the popular Wiltopia and Horses of Waterfall ranges, the company is looking forward to unveiling its latest addition: the Playmobil Dino range.

In line with Playmobil's commitment to a greener future, all three ranges are made using on average 80% sustainable materials. By incorporating sustainable materials into its products, Playmobil is not only reducing its carbon footprint but also inspiring children to become eco-conscious from a young age.

Known for its whimsical fairy tale-inspired sets, the Wiltopia range now features new additions that aim to spark the imagination of children worldwide. From enchanted castles to magical creatures, these sets allow kids to create fairy tale adventures while learning about the importance of sustainability.

Joining Wiltopia is the Horses of Waterfall range, which has expanded with new sets based on the adventure of Waterfall Ranch. With a focus on equestrian themes, these sets allow children to embark on horseback adventures, all while promoting sustainable practices. From stables to riding trails, the Horses of Waterfall range offers a host of imaginative playtime experiences for kids.

Playmobil also introduces the much-anticipated Playmobil Dino range. This range takes children on a prehistoric journey where they can explore the world of dinosaurs. From realistic dinosaur figures to interactive landscapes, the range combines education and entertainment, encouraging children to learn about the importance of preserving our planet and its incredible biodiversity.

With the launch of these new ranges, Playmobil continues to demonstrate its commitment to sustainability and innovation. These new ranges not only provide children with fun and imaginative play but also instil in them a sense of responsibility towards our planet

Basic Fun! 0118 925 3270 | www.basicfun.com | BFUK@basicfun.com Crafted from high-quality, 100% recycled materials, Care Bears plush promotes a positive message of caring for the environment and aims to inspire children to make a difference in the world around them. Since 2023, Basic Fun’s Care Bears plush range has been transitioning globally into eco-friendly and sustainable, with 12 recycled plastic bottles repurposed in every bear.

Making an appearance for autumn-winter and part of the eco-friendly range is True Friend Bear, which celebrates long-lasting friendships and is uniquely designed with multi-coloured accents and adorned with love and friendship script wording around its front and back mid-section. Continuing the theme of truth is Be Me Bear, with bright and vibrant fuchsia fur, who inspires everyone to be true to the person they know themselves to be.

Meanwhile, Good Wishes Bear is cornflower blue with gold accents, including a shining star belly badge design. Caring Heart Bear features colourful purple fur, a cheerful butterfly and flower belly badge, and sparkly, heart-shaped paw pads.

These new bears will join new additions for spring that include Flower Power Bear and Good Vibes Bear.

Flower Power Bear has a striking pink and blush-swirled fabric that resembles little roses throughout her plush fur, whilst Good Vibes Bear features a fun, marbled fur that’s designed to resemble a lava lamp.

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Eco-friendly / Sustainable toys

Simba Toys 01620 674 778 | www.smobytoys.co.uk | sales@simbasmoby.com Simba Toys UK’s Smoby range for 2024 will include the launch of the first two items in the sustainable Smoby Life collection. This collection of outdoor products is made from recyclable materials that are both high-quality and durable. This development comes as the brand marks its centenary anniversary, offering ecoconscious families an option that will help protect the planet for generations to come.

The Smoby Life Jura Lodge Playhouse has two half doors, windows, shutters and detailing including textured brickwork, a plant pot and a letterbox. It includes a bird feeder with the option to add more. In a soft neutral palette, this playhouse is designed to blend in seamlessly with any modern garden and will stand the test of time thanks to its weatherproof anti-UV treatment to guard the colours.

The Smoby Life XL Slide features a double wave, is made from a sturdy and highquality material, and includes non-skid steps that will keep children safe during playtime. Adding a garden hose will transform it into a water slide.

Pat Avenue 01604 678 780 | enquiries@patavenue.co.uk Pat Avenue will deliver sustainable fun in the craft and plush aisles, with a new, ecofriendly lines from Hama Beads and its Ecoplush offering.

As the exclusive UK and IE distributor of Hama, the original arts and crafts bead brand, Pat Avenue will continue to offer a creative challenge for all in 2024. In a big year for Hama innovation, the brand introduces its new Bio Beads. Designed for eco-conscious creatives, and compatible with regular Hama Beads and pegboards, the production of these recyclable, sugar cane derived beads and pegboards is carbon neutral. The beads come in 15 colours, with five bio pegboard shapes available. Refill packs are also available, or consumers can get started with the 15,000 Bio Beads and One Pegboard tub.

Pat Avenue’s Ecoplush collection is a sustainable plush line made from 100% recycled materials. The 33cm Ecoplush Sloth has super-long arms that are all the better for cuddling. A 33cm Ecoplush Tiger is expected to become a bedtime and playtime favourite. The six 25cm Ecoplush Fashion Dogs include a Cocker Spaniel, Dalmatian, Husky, Pomeranian, Poodle and Yorkshire Terrier. All Ecoplush characters are made of high-quality fabrics and the softest stuffing composed of plastic PET bottles reclaimed from the sea.

For more information, contact Pat Avenue via the details above.

Winning Moves 02072 989 515 | www.winningmoves.co.uk | sales@winningmoves.co.uk Customers are becoming increasingly conscious of the resources used in their toys and games, and to become more eco-friendly, Winning Moves has taken the important step of eliminating single-use and unnecessary plastic from its Top Trumps Match range. Previously, the game was packaged in cellophane wrapping, but this has now been completely removed. The acetate window that once showed the contents of the game has been replaced with a 3D visual of the finished product instead. The plastic that remains inside the game is built to last and is intended for use in the game itself, which means there is significantly less waste.

Once Winning Moves had seen what was possible with Match, it turned its attention to Top Trumps Collector’s Tins, which were previously protected by an acetate sleeve on the outside and a plastic VAC tray on the inside. These have been replaced with cardboard versions and the plastic packaging housing the Top Trumps packs inside the game has been replaced with a paper band to make it more sustainable.

In 2022, Winning Moves announced the arrival of Harry Potter Top Trumps Battle Match, its first game that had no plastic components. Using the learnings from Match and Tins, the company has taken out the plastic from inside the game and replaced everything with cardboard.

The company’s Monopoly, Cluedo, Top Trumps and Waddingtons Number 1 Playing Cards ranges are all produced and delivered in the UK, which contributes to shorter lead times and a smaller carbon footprint.

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Eco-friendly / Sustainable toys

HTI 01253 778 888 | www.htigroup.co.uk From the beginning, HTI’s bubbles bottles have all been 100% recyclable, and they are made in the UK using 100% recycled materials. HTI is now actively pursuing working with universities and innovators to look at alternative sustainable materials that are easily recycled by the consumer, always ensuring there is a balance between functionality and recyclability.

The growing environmental impact of manufacturing is a rising concern for both consumers and businesses. In the past 12 months, HTI has taken steps to address this by expanding its UK production of Bubblz products. This involves broadening the portfolio of environmentally friendly products made in the UK, enhancing green credentials, and delivering added value to consumers. The introduction of 100% recyclable products and the relocation of the bubbles factory to the UK marked the start of HTI's long-term commitment to becoming a more environmentally conscious toy company.

New additions continue to enhance HTI’s ever-expanding range. The production of Hot Shots' Hula Hoops will now take place in the UK bubble factory. This timeless toy, with its various sizes and eye-catching colourways, is sure to remain a fan favourite for years to come. HTI also places a strong emphasis on innovating and developing new products and joining the lineup for spring/summer 2024 is the Bubblz Bubble Fountain.

With its on-trend and durable design, it promises hours of indoor or outdoor fun.

The Bubblz brand has created licensed products for top pre-school TV shows, Bluey, Peppa Pig, Paw Patrol and Hey Duggee, and now adds Gabby’s Dollhouse to the portfolio.

Bubblz products provide a one-stop shop for this all-yearround classic toy, with a range of wands, machines, flurries, mowers, and bubble bundles.

Jumbo Galt 01233 506 363 | www.keeltoys.com | sales@keeltoys.com Sustainability stays high on the agenda for Jumbo Galt, with more than 110 sustainable products already in the portfolio. The ever-growing offering of FSC-labelled goods now spans wooden toys, puzzles, games and activities, and is helping to make play more sustainable for future generations.

New for SS24, the Natural History Museum Let’s Learn collection is an FSC-labelled line made entirely from FSC-certified materials. There are three kits to discover: Dinosaurs, Tiny Creatures and Animals which follow in AW24. Every set encourages early STEAM learning with six projects to complete, from building a model of Tyrannosaurus to learning about the world’s animals. Bonus activity printed on the packaging ensures that no materials go to waste.

Another eco-conscious item launching this year is Water Magic – Monsters & Aliens.

These new additions bring the Water Magic offering to 13 titles in total. Each spiralbound book has FSC-certified pages with hidden pictures waiting to be uncovered by the magical water pen. Users simply fill the pen with water and use it to reveal colourful illustrations. As the pages dry, they’ll disappear, ready to be uncovered anew. This fun, environmentally friendly activity offers long-lasting play value.

Jumbo Galt UK’s puzzle offering is also moving away from single-use plastics, avoiding shrink-wrap and bags in its packaging, whilst also considering new ways to secure the lid and contents.

The Wasgij puzzle brand has new puzzles, each produced with FSC-certified attributes: Wasgij Retro Original 8 – High Tide!, Wasgij Retro Destiny 8 – High Season!, and Wasgij Retro Mystery 8 – The Final Hurdle! are all new for 2024. Galt’s FSC-labelled puzzle portfolio is growing too, with the extra-long 12-piece Tower Puzzle – Jungle Treehouse and Who’s Hiding? Puzzle – Prehistoric Party joining the lineup. Meanwhile, all new Falcon Puzzles have also moved away from single-use plastics.

Keel Toys 01233 506 363 | www.keeltoys.com | sales@keeltoys.com Keel Toys has been at the forefront of innovation and design within the soft toy and gift market for many years, and its sustainability journey has been no different, creating sustainable fabrics and products that were softer and even more beautiful and huggable than ever before. The resulting Keeleco range of soft toys is manufactured and filled with 100% recycled polyester made from plastic waste.

This process gives plastic a second life and uses less energy to produce than virgin polyester. As an example, 10 (500ml) water bottles will produce enough fibre to make an 18cm toy. The iconic Keel logo and hangtag are now formed from FSC card and attached to the toy with cotton, and even the shipping cartons are recycled and sealed with paper tape. All toys are manufactured in an ICTI ethically audited factory to the highest social and environmental standards.

Keel Toys is pleased to announce that, in just four years after launching Keeleco, it has recycled more than 250m water bottles in the manufacture of the range (figures correct to the end of 2023 stock production).

With over 450 products and counting, Keel Toys remains committed to expanding this sustainable collection throughout 2024. The eco-friendly offering features Wild, Farm, Sealife, Dinosaurs, Teddy Bears, Puppies, Kittens, Nursery, Pink, Seasonal, and Keeleco Adoptable World collections.

Keel Toys' commitment to building a sustainable future doesn’t end with its products, it is the core that underpins the entire business operation. The company has just installed over 300 solar panels to make it self-sufficient during the summer season, as well as LED warehouse lighting and electric charging points at its Ashford head office and distribution centre. It has moved its company fleet of vehicles over to fully electric and hybrid cars, making Keel Toys an eco-centric business partner.

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Play, explore and Build

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Squeak

Parent-ta rgeted Marketing including Social, Influencer and Podcasts

The Planet-friendly The Sustainable, sensory Buildable Infant Toy Range! and stackable infant range

Rattle

vividtoysandgames

www.vividtoysandgames.co.uk

Eco-friendly / Sustainable toys

Vivid Goliath 01483 449944 | www.vividtoysandgames.co.uk From infant toys to STEM, through to arts & crafts, Vivid Goliath strives to make a positive impact with its sustainable ranges. Modimi, a future-focused range of infant toys, has been designed to grow with babies to toddlers. The range is made from durable, recycled materials and offers a wide variety of sensory and cognitive play experiences without compromising on fun. It encourages the development of fine motor skills, colour recognition and hand strength whilst allowing toddlers to enjoy building and creating.

The plastics used across the Modimi range are at least 94% recycled, and the factories that are producing Modimi products have GRS certificates. The Global Recycled Standard (GRS) is a voluntary product standard for tracking and verifying the content of recycled materials in a final product. The standard applies to the full supply chain and addresses traceability, environmental principles, social requirements, chemical content and labelling.

The card and paper used in the product packaging are responsibly sourced and come from an FSC-certified supply chain.

WoodworX is an FSC-compliant range of wooden kits allowing younger DIY fans to build and paint their own wooden vehicles, animals or jewellery boxes. With a 17-year track record in Australia and over 2m packs sold worldwide, the appeal and creativity continue to inspire children across the globe. Crayola continues to strive towards more sustainable manufacturing with solar farms built over 10 years ago which to date have produced over 10 billion Crayons and 7b markers.

Eco-Wood-Art www.ewaecowoodart.com | marketing@eco-wood-art.com Eco-Wood-Art (EWA) specialises in producing high-quality wooden 3D mechanical puzzles, wooden jigsaw puzzles and wooden interior maps. With a team of skilled engineers, the company is committed to creating unique and challenging puzzles that are fun to assemble and aesthetically pleasing.

Eco-Wood-Art has been operating for over seven years, during which time it has produced more than 150 unique models. EWA products have been shipped to more than 40 countries around the world, and the company continues to expand its reach and impact. The team is dedicated to providing high-quality and sustainable puzzles that challenge and inspire creativity.

EWA products are crafted with a strong emphasis on sustainability, using high-quality plywood sourced from sustainable forests. This ensures that wooden construction kits and puzzles are not only durable and reliable but also eco-friendly. For its classic puzzles, EWA has independently produced boxes made of high-quality MDF. Whether users are assembling one of EWA’s construction kits or solving one of its puzzles, they can be confident that they are engaging with a product that is visually appealing, mentally stimulating, and environmentally responsible. With its dedication to sustainability and its commitment to quality, Eco-Wood-Art is pleased to offer retailers a range of wooden construction kits and puzzles that set the standard for eco-friendly, high-quality plywood products.

Curious Universe 01225 614 310 | www.curiousuniverse.co.uk | sales@curiousuniverse.co.uk Curious Universe has a strong commitment to sustainability through its diverse portfolio of products.

From its well-loved classics to new releases, sustainability is at the heart of the company’s mission to provide children with products that are not only fun, but also mindful of the planet. The company’s Curiously Green Initiative also aims to do this by encouraging reuse, regifting and recycling of its products.

Launched in January, with plans to expand the range in summer, the Curious Universe Games range is crafted with sustainability in mind. Completely plastic-free, the family games consist of card and woodbased playing pieces with fun themes designed to inspire children and promote family gameplay.

Cutesville, launched in Q4 of 2023, encourages consumers to colour on the ‘a-drawable’ characters: Sundae, Teeny T-Rex and DJ Bop. Once finished, the product can be washed with just water, ready for the colouring process to be repeated. The washable and reusable nature of the characters not only reduces plastic waste but also encourages creativity. There is also no plastic waste due to the packaging having an afterlife. Cutesville will be supported by a 360-marketing campaign in 2024, focusing on key gifting periods and seasonal opportunities.

Established brands in Curious Universe’s portfolio include the Colour and Carry Activity Kits and Kaleidoscope Colouring Kits ranges. These formats underwent a rigorous sustainability review, looking at the existing components and specs. These reviews are key in highlighting areas of development. In this case, the company is opting to remove any unnecessary shrink-wrap and replacing single-use plastic tray inserts with recyclable card alternatives. With an eye on the future, Curious Universe will continue to develop its product offerings with a drive for ethically compliant materials.

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Eco-friendly / Sustainable toys

Brainstorm 01200 445 113 | www.brainstormltd.co.uk Brainstorm distributes Eugy exclusively in the UK and Ireland on behalf of Dodoland. Following a trek to Mount Everest basecamp where piles of plastic waste were left behind, the company’s founder, Hoon Kim, decided to create a sustainable 3D cardboard animal puzzle that connected people to nature and the wild.

Since the UK launch in 2019, the sustainable craft brand has seen its popularity soar with retail sales in the UK and ROI surpassing £10m in 2023. Now instantly recognisable with consumers due to increasing brand awareness, Eugy’s longevity as a staple collectible looks set to continue with brand new Eugy models added to the range throughout 2024, which will take the collection to over 70.

Recent additions include Tortoise, Badger, Sasquatch Bigfoot, Stingray, Armadillo, Puffin and Highland Cow. Children can collect and create Eugy models by following a simple number sequence to piece together the high-quality FSC card using non-toxic glue. The resulting 3D models are sturdy enough to display and are highly collectible due to the diverse array of animals and creatures available. The company has developed a range of FSC-certified POS including FSDU and CDUs to help customers maximise impact and sales. Retailers can also run Eugy activity days in-store with promotional materials available from Brainstorm. These events have proved an effective way of communicating the engaging and environment-friendly aspect of the range and can be booked directly with the Brainstorm team.

Brainstorm has added to its eco-friendly offering with the launch of the brand new Create N Colour range as part of its arts & crafts selection. Children can construct cute 3D Models from FSC-certified materials then paint them with the refillable water brush and watch the colourful design magically appear – they can simply build, paint with water, leave to dry then repeat. There are three initial themed packs which include Fun Farm Friends, Sea’Sational and It’s My Nature.

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Eco-friendly / Sustainable toys

Melissa & Doug 0800 731 0578 | www.melissaanddoug.com Melissa & Doug designs its toys with care and uses wood whenever possible due to it being a natural and renewable material. All new wooden products launched in the last two years have been made from FSC-approved wood sources and the company has transitioned many of its existing best-selling wooden products and all card and paper products to FSCapproved materials.

A highlight of the new FSC wooden product for 2024 is the Candy Conveyor Chocolate Factory, a playset that offers children the chance to manage a chocolate production line. The set features an assembly line with fun fidget buttons and more than 30 pieces, including multiple chocolate shells, toppings and fillings, as well as chocolate boxes and sleeves to pack the finished product in. Everything fits into the built-in storage to complement the play experience.

Melissa & Doug's best-selling range of wooden puzzles, including the Sound Puzzles, Chunky Puzzles and Puzzle in a Box are all undergoing a refresh. Changes will involve switching to FSC wood production and transforming the artwork and branding, which will enable customers to easily identify the wooden construction and the renowned Melissa & Doug logo. Themes offered in the range include favourites such as Safari, Pets, Vehicles, Dinosaurs and Farm. Melissa & Doug is also offering a striking brand-new wooden puzzle rack for retailers to display its puzzles in-store.

Zuru

Hippychick

www.zurutoys.com | sales@zuru.com

01278 434 440 | www.hippychick.com | sales@hippychick.com

Zuru is committed to increased sustainability in all its products and continues this advancement with its design and development processes, further progressing with the business’s conservational strategy to remove 2000 tons of virgin plastics from entering the environment.

The company’s best-selling outdoor range, Bunch O Balloons is a good example of this approach. Made from recycled plastic, and produced using natural latex materials made from the sap of the rubber tree that biodegrades over time, 100 of the brand’s self-sealing water balloons can be filled and tied in less than 60 seconds.

All Bunch O Balloons stems and caps are made from certified and traceable postconsumer recycled (PCR) plastic. PCR, which is made from recycled products such as bottles and containers and scrap waste diverted from landfills, is low energy use and requires no virgin petroleum. Complete with innovative O-Ring technology and Rapid Fill capabilities, the Bunch O Balloons stems connect to a tap or a hose and fill to make hundreds of water balloons with no hand-tying.

The new Bunch O Balloons Reusable Water Balloons' innovative magnetic technology allows the water balloons to be used multiple times and have up to 1,500 reusable splashes per balloon. The soft rubber material and safe seal magnetic technology means users can open, dunk, close and splash the lightweight balloons.

Zuru’s Mini Brands and 5 Surprise capsules are now produced using traceable, recycled plastic. These new capsule designs help to save one tonne of virgin plastic each year.

The new look design is present in all 2024 launches including the latest Mini Brands Sneakers, Books and MasterChef ranges, the 5 Surprise NBA Ballers and Mega Gross Minis.

Hippychick is fully devoted to helping preserve and protect the planet for generations to come. The company is proud to list products that have natural materials at their core whilst being committed to supplying high-quality products that truly stand the test of time; it’s important to Hippychick that its products can be used time and time again and passed down through generations.

Moover is one of Hippychick’s best-selling brands, which offers classically designed wooden toys, from ride-on dumper trucks to push-along wooden prams. The brand is making strides in the sustainability field: the recently launched FSC Mix Certified Moover Dolls Pram is crafted from sustainably sourced wood and uses environmentally friendly, non-toxic paint. Children can bring their Moover Dolls Pram to life with the bedding set, perfect for imaginative play.

Hippychick also offers the Classic World collection, beautifully crafted, high-quality wooden and educational toys that are built to last for generations. All products are made from sustainably sourced wood, using environmentally friendly processes.

New to the Hippychick portfolio, Crocodile Creek specialises in illustrated puzzles, playballs and creative art sets that encourage little ones to be inspired by the world around them. All puzzles in the range are FSC Mix certified and made with soy-based inks. From two-piece puzzles for beginners to 200-piece puzzles, Crocodile Creek has a puzzle to suit everyone. A brand-new addition to the collection is the Little Gardener range, from a watering can to gardening gloves, this range is ideal for introducing children to the world of gardening, and all packaging is plastic-free.

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TOYS, PUZZLES, AND GAMES FOR ECO-CONSCIOUS KIDS Petit Collage products are fun, cheerful, and created with sustainability in mind.

Through design, development, and production, the wellbeing of our world is at the heart of what we do – we even make games about it!

We prioritize the use of responsibly sourced materials and continuously review and improve our processes to reduce the impact our products have on the environment.

VISIT OUR WEBSITE TO FIND OUT MORE AND SEE OUR RANGE OF TOYS, PUZZLES, AND GAMES.

OUR PRODUCTS ARE MADE USING: Recycled wood, paper, and card FSC-certified wood, paper, and card

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BEES, TREES, SEAS, AND ME!

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A GAME ABOUT OUR CHANGING WORLD

Special Feature

Ethical Supply Chain Program

Keeping up with the legislators: how global ESG regulation will impact your business As the organisation celebrates its 20th year, Aoife McCarthy, executive, Digital Marketing & Membership at the Ethical Supply Chain Program (previously the Ethical Toy Program), tells Toy World readers what businesses ought to be doing to ensure they remain compliant with global Environmental, Social and Governmental (ESG) standards.

I

n a world where business practices are under increasing scrutiny, ensuring you have the correct processes in place to safeguard workers’ rights has never been more important. Across the globe, ever more governments are requiring companies to disclose the impacts of their business activities on human rights and the environment. Organisations of all sizes must evaluate their impact across a spectrum of Environmental, Social and Governmental (ESG) factors, and finding a trusted partner to help ensure your company meets these changing requirements is fast becoming a priority.

Helpfully, the term ESG is now commonplace. In its simplest terms, it’s about how businesses impact the world.

While environmental concerns have long taken centre stage, the ‘S’ in ESG – referring to social responsibility – is increasingly being recognised for its importance.

ESG due diligence is no longer an expectation, but a global, legal requirement Last year, global regulations regarding ESG advanced significantly. What was once an expectation became legally enforceable, leaving many companies unsure

where to begin. Some legislative examples include: the German Supply Chain Due Diligence Act (LkSG); the US Forced Labor Prevention Act (UFLPA); and the European Commission’s Corporate Sustainability Due Diligence Directive (CSDDD). Organisations doing business in any of these regions are required to implement comprehensive due diligence programmes that demonstrate their understanding of the negative impacts their business activities might have on human rights and the environment. Companies are also expected to prove they have measures in place to prevent and remedy these impacts.

There is, however, a common misconception: that these acts will only affect the industry’s largest players, and among those, only companies originating from these territories. However, even the smallest companies can be indirectly affected. Regardless of the size of a company, failure to comply carries with it a real risk of financial and/ or reputational harm.

To paint a picture of how widespread global ESG regulation is becoming, we have put together an

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infographic which illustrates current regions with existing and upcoming ESG due diligence legislative requirements.

How can businesses ensure they stay compliant?

Monitoring the status of proposed or recently introduced ESG legislation on a global scale is a challenge for any business. Fortunately, finding a partner that can support you as you navigate the changing global legal landscape is a low-cost and low-risk way to ensure your business remains compliant.

One of the benefits of working with an organisation like the Ethical Supply Chain Program, formerly the ICTI Ethical Toy Program (IETP), is that it’s one-stop-shop offering. The Ethical Supply Chain Program provides solutions for all your ESG needs and houses all the key supply chain data needed for your reporting and

GLOBAL ESG LEGISLATION

Image correct as of January 2024

monitoring in one convenient place, with API keys enabling you to link your existing systems and increase efficiencies.

The Ethical Supply Chain Program’s Environmental Assessment enables companies to understand the environmental impact of their global supply chain. By collecting a broad range of environmental metrics, businesses are empowered to identify meaningful trends and track their progress as they work towards achieving their commitments and targets, with the data in hand to ensure compliance with global ESG legislation.

The Ethical Supply Chain Program is the only programme to certify that the factories involved in its certification programme meet the labour standards expected of international buyers and customers, taking responsibility for any non-compliances found during audits in these certified factories. What’s more, having experienced teams on the ground, where the factories are located, means issues can be dealt with efficiently and impartially.

In addition to on the ground teams, which support buyers and suppliers alike, the Ethical Supply Chain Program has operated a trusted grievance mechanism since 2010. The Worker Helpline has long been a compulsory element of the factory certification programme, guaranteeing all workers have access to this anonymous and free grievance channel. The Worker Helpline is a confidential service and 100% of cases are resolved. The programme welcomes the due diligence requirements introduced by governments all over the world in recent years and understands these to be essential to improving transparency, encouraging remediation, and building positive relationships within the factories and communities in which they operate.

Becoming a Buyer Member provides companies with real-time helpline analytics of calls received from connected factories. This makes due diligence reporting easy, while the reasons given for calls can help identify issues early on, before they develop into more serious non-compliances. It also allows for benchmarking against the programme’s factory universe, helping businesses understand the performance of their connected suppliers.

Buyer Membership is just one of the ways businesses can join the Ethical Supply Chain Program. In addition to the helpline analytics, membership also gives businesses access to a database of suppliers all over the world who have already been socially audited and/or environmentally assessed by trusted assessors. It also goes further, providing even more assurance to businesses by taking responsibility for any non-compliance found in later audits. The programme works directly with suppliers to remedy issues found and helps suppliers make sure these changes are sustainable. For buyers, this means stronger relationships with supplier(s) and added confidence in the products they sell, so they arrive on shelf quickly.

In addition to Buyer Membership and the Supplier Certification programme, the organisation also offers a range of programmes and assessments to suit the needs of businesses of all sizes. The Social Impact Assessment is a lighter-touch approach to understanding the capability of the management systems in place, ensuring worker safety and the maintenance of proper workplace conditions.

The low-cost, verified assessment is conducted remotely and can be deployed anywhere suppliers operate. To date, assessments have been conducted in over 50 countries and

regions. In 2023, an additional service was developed: the Risk Assessment. This is an excellent way for businesses to gain required insight into key labour and environmental standards at a supplier who may not be suitable for an on-site audit: this could be down to low order volumes or due to being a new supplier. The Risk Assessment is quick to deploy and low-cost.

Helping you navigate through uncertainty The Ethical Supply Chain Program helps both buyers and suppliers do good business. The past few years of disruption have presented new challenges to businesses globally, yet the Program has remained a stable counterpart for ethical businesses.

improve the lives of supply chain workers all over the world.

For more information on the program, please contact Todd Merton, head of Business Development, at: todd.merton@ ethicaltoyprogram.org.

Entering a new era of supporting businesses At the beginning of 2024, the organisation shared an exciting announcement: its renaming to become the Ethical Supply Chain Program. The change of name, from the Ethical Toy Program to the Ethical Supply Chain Program, is indicative of the growing demand for the Program’s services beyond the toy and games sector.

This change marks a new era for the organisation.

Information and updates will follow.

Businesses are unfortunately no stranger to shipping and supply chain disruptions. Unpredictable rates and shipping times for cargo travelling across the Suez route are some of the latest unforeseen challenges to emerge this year.

The Ethical Supply Chain Program helps businesses to find suppliers in new geographies, with a growing number of factories in Europe and the Americas. This ensures the organisation can help companies looking to nearshore, for both efficiency and/or environmental factors, responsibly and with confidence.

Celebrating its 20th year of operating in sustainability Entering its 20th year of supporting companies on their sustainability journey, the Ethical Supply Chain Program, formerly the ICTI Ethical Toy Program (IETP), was initially created by the Toy industry to oversee the implementation of the ICTI Code of Business Practices. The programme has since developed to reach far beyond audit, providing a number of programmes and assessments to businesses in every industry, supporting them as they meet the changing needs of the global market.

The Ethical Supply Chain Program has expertise in social compliance audits, environmental and social assessments, and grievance mechanisms, and is a leader in developing and implementing Worker Well-Being programmes. The Program is able to leverage its position as a multi-stakeholder initiative and work with its stakeholders to engineer a programme which has become relevant and applicable to a wide range of industries, covering factory-based production all over the world.

The Program upholds the highest possible auditing standards and continues to develop programmes and assessments that go beyond the audit paperwork to

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About the Ethical Supply Chain Program The Ethical Supply Chain Program was founded by ICTI (International Council of Toy Industries) in 2004 as a specialist-responsible sourcing programme. Today, it champions integrity and sustainability across all sectors.

We facilitate communication, certification and cooperation between manufacturers, suppliers and retailers worldwide to build a network with transparency at its core. But we’re much more than an ethical rubber stamp: our programme is a commitment to respect, fairness and inclusivity. Together, we can create a better life for workers.

We are evolving with the needs of businesses globally and so is our brand. For a short while, our website and email domains will remain the same: www.ethicaltoyprogram.org.

Feature

Spring Fair 2024 preview

The magic of discovery at

Spring Fair

Spring Fair returns to the NEC Birmingham from 4th – 7th February 2024, bringing together a raft of product categories including toys, games and gifting, under one roof. Soraya Gadelrab, event director, tells Toy World what visitors can expect from the 4-day show, why sustainability continues to be a key focus and how upgrades to the show’s content will provide visitors with an even better experience.

“

The interest from toy exhibitors has been great, a real eclectic mix of companies looking to meet buyers,” says Soraya, when asked how the Kids, Toys & Play sector is shaping up for 2024 compared to previous years. “Toys are very much a focus at Spring Fair. Home to the finest, most magical children’s toys, gifts and gadgets, buyers can tap into the hottest play trends and captivating Christmas hits in the Kids, Toys & Play sector. They can check out Keel Toys, Wild Republic, Hippychick, Gibsons, Wilton Bradley, Plus Plus, and many more.”

A number of brand-new exhibitors are also making the trip to Birmingham, according to Soraya, with brands making their Spring Fair debut to include The Gift Scholars, Make Believe Ideas, Floss and Rock, BTL Diffusion with CloudB, Baby to Love, Big Little Friends, I

See Me, Cryptic Killers, Reydon Sports and Tiny Tickers.

With the Licensed category a real bright spot in the UK toy market - one of few categories that experienced growth in a challenging 2023 - buyers attending Spring Fair will also be able to view the latest toys based upon hot properties including Paddington and Peppa Pig, which will be brought to life at the show by exhibitors including Ty UK. The Noble Collection will be showcasing its new range of Minecraft products, such as collectible replicas and chess sets, while a range of Disney, Marvel and Universal soft toys, inflatables, games, novelties and stationery will be presented by Whitehouse Leisure.

Indeed, consumer product lines based on many of the best-known kids’ properties can be discovered across the show in multiple sectors: music to the ears of retailers looking to boost their licensed sections with complementary product.

Spring Fair has partnered with Hasbro to celebrate Peppa Pig's 20th anniversary. Visitors are invited to join Peppa's Party (located at Peppa's Playground in the Kids, Toys & Play sector in Hall 5) on Monday 5th and Tuesday 6th February at 4:30pm for drinks, cake and the unveiling of the character’s new dress. Soraya also urges visitors not to miss Kids First, a dedicated space that champions newly launched brands. She explains: “This year, buyers will discover Reuben Doll, Just Right Products and Walkies the Board Game. At Spring Fair, we love to support new, up and coming businesses and creators as they are always a great source of innovative and unique products. Kids First, as well as all the other First features across other sectors, provides a really lovely community space for these

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newcomers: many make friends for life during the fourday show.”

In November 2023, Hyve Group announced upgrades to Spring Fair’s retail content which Soraya said at the time will “undoubtedly elevate your show experience.”

She tells Toy World’s the announcement has created what she describes as a ‘real buzz of anticipation’ for the show, as attendees get ready to be inspired, informed and empowered at The Inspiring Retail Stage, Trend Talks and Masterclass Studio. Soraya explains that the Inspiring Retail Stage will host industry icons and fashion pioneers as they share their experiences, stories and advocacy. The stage will act as a hub for thought-provoking keynotes, progressive discussions and the popular, crowd-drawing Moda catwalks. This year’s keynote speakers are Dame Zandra Rhodes, Theo Paphitis, Kris Hamer of the British Retail Consortium and ESG pioneer Paul Wright.

“Trend Talks, in partnership with The Future Collective, will be the go-to stage for discovering the latest retail trends and product innovations from future forecasters and creators,” Soraya adds. “Here you’ll be able to discover insights from likes of Kantar, HappyHQ, and brand experience consultancy The Ready House. Trend Talks also hosts our new Pitch Live Dragon’s Den-style feature – we can’t wait to see our brilliant exhibitors take to the stage to present their best new products.”

Debuting at this month’s show is the new Masterclass Studio located in Hall 3, created to share the tools that will help retailers grow their business, with leading agencies and consultants presenting their expertise on an invaluable array of topics. TikTok Shop, B-Corp, Google,

01200 445113

• sales@brainstormltd.co.uk • www.brainstormltd.co.uk

Brainstormltd

brainstorm-ltd

SUSTAINABLE

BrainstormLtd

EDUCATIONAL

Assemble

Enjoy

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SPRING FAIR Birmingham NEC Hall 5 Stand 5L10

Feature

Spring Fair 2024 preview

Avocado Social and The Buyer and Retail Coach are among the expert names presenting their knowledge on subjects including digital marketing, social media, radical retail technology, conscious consumerism and more.

Soraya says: “With these three new feature stages, we are confident that our event will elevate the retail industry to great heights.”

The popular New Product Showcase returns, presenting a curated edit championing new products launching at the show, and as well as hosting the live judging for Gift Of The Year. Buyers will also be able to immerse themselves in an art gallery style display of all the shortlisted products in Hall 5, as well as an education and information space including a historic photo timeline of Spring Fair’s partnership with the Giftware Association and Gift Of The Year. “We’re excited to have the opportunity to bring the retail community together, to let the products be the stars while also shining a light on the people behind them to find out what inspired them to create their designs,” adds Soraya.

Sustainability also continues to take the stage at Spring Fair. Launched in 2018, the Power of One campaign empowers retailers and consumers to take actionable steps, large or small, to change the world. From products to people, this campaign focuses on championing sustainability in all areas of the industry. Hyve Group has made it easy for everyone to contribute to the Power of One at Spring Fair 2024, through a few simple onsite initiatives.

Firstly, attendees are encouraged to recycle their badges: the badge holders are made of paper and at all entrances, visitors will find recycling bins where they can be recycled.

Water stations located around the show will allow visitors to top up their reusable water bottles on the go, reducing the amount of plastic bought. Finally, sustainably made and eco-conscious products will be championed throughout Spring Fair: the Pitch Live competitions, New Product Showcase and Gift of the Year will all reward, recognise and highlight exhibitors that are conscious about the impact their products make on the world. (For more on the latest eco-friendly and sustainable toys and games, don’t miss our dedicated feature starting on p. 44.)

The show’s retail content has also gone green, with Spring Fair 2024 bringing visitors masterclasses dedicated to enhancing suppliers and retailers’ understanding of the topic. Sessions include eco-creative solutions for consumers from Products of Change and a step-by-step

session on navigating the path to B-Corp certification.

“If you’re wondering what sustainability in retail means, the Trend Talks stage is the ultimate place to discover the latest insights and trends,” enthuses Soraya. “Trend Talks covers topics such as discovering the many opportunities and benefits of local credentials, creating a positive workplace culture, understanding B-Corp and sustainable trends. If you want to get the latest know-how on green retailing, don’t miss Trend Talks.” She adds: “Hyve's 2024 ESG manifesto is all about taking the learnings from all our trials and rolling out green standards to all events. From improved transport emissions to accurately measuring our footprint, all Hyve events are prioritising sustainability.”

We asked Soraya what, in her opinion, makes Spring Fair an unmissable part of any retail buyer’s calendar.

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She tells us that the whole show offers a huge variety of products with unlimited cross-buying opportunities, noting that from big brands through to artisan makers, the diversity at Spring Fair is unmatched. She says: “From gifts and greetings cards, to socks and stationery - as well as an enormous array of licensed products - Spring Fair is a launchpad for brand-new collections offering endless opportunities for sourcing the newest, most innovative products and retail’s next best-sellers for 2024 and beyond.”

To help buyers with their onsite journey and show experience, Buyer Concierge Information Points will be located near hall entrances throughout the show, highlighting the new experiences taking place including the Inspiring Retail Stage, the Masterclass Studio, Trend Talks and Pitch Live, New Product Showcase, the Gift Of The Year finalists showcase, the #SBS Village, the GCA Debut Pavilion, plus the debut First areas for exciting new exhibitor launches in Gift, Kids, Home and Moda.

“The show has brought the industry together for over 70 years and it looks set to continue to be an inspirational, product-led experience, with the 2024 show dedicated to the magic of discovery,” Soraya says. “An efficient show layout designed around buyer’s needs will mean less time spent finding suppliers and products and more time experiencing them.” She goes on to explain how learnings from recent Spring and Autumn Fairs have been put to use to further improve the overall show experience and offering, with lots of new activations, inspiration, support and experiences promising to further enhance the show. “We are focusing heavily on delivering an even better visitor experience,” Soraya tells us. “From more seating and working areas, free refreshments and parking to inspirational new trend-led showcases and curated displays, the whole event is designed to inspire and assist the buying journey. We can’t wait to open the doors to Spring Fair 2024. See you there.”

For more information and to register to attend for free, visit www.springfair.com, and while you wait for the show to open its doors, check out the following pages, in which we highlight a selection of toys and games suppliers heading to Birmingham this year.

Simba Ring Rattle

Find us at

Spring Fair

4th to 7th Feb Cardgains stand Halls 2, 3+3a Stand: 3M10-N11 Simba Comforter

Simba Activity Toy Simba Sensory Play Mat

Leaf teether

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Show and tell

Exhibitors at this year’s event tell Toy World what Spring Fair means to them and what they are expecting to get out of this year’s show.

Mark Jones - Sales director, University Games

The combination of University Games, Lagoon and now the newly acquired The Learning Journey gives us such a diverse range of products. Spring Fair presents us with the opportunity to showcase our ranges to a wide variety of retailers, not just those in the toy industry. Spring Fair also allows us to spend quality time with our fantastic customers and an opportunity for them to touch and feel our products, which isn’t always possible when we see them in their stores.

Our product selection continues to evolve with fantastic new additions all the time. We have over 50 new lines launching this year, including the new Rocky Horror Show, Mog and Art Gallery board games. We offer good margins to help support our retailers, and we have a dedicated sales team which is passionate and knowledgeable, so we can deliver the best service to our customers.

The addition of The Learning Journey into the University Games family is a great opportunity for UK customers to buy this brilliant range of products for the first time. It’s a really exciting time for us at University Games, as we add another associated product area of the games and toys sector to our portfolio. We can’t wait to showcase our complete Learning Journey range in Birmingham.

Amber Elliott - Website, Marketing &

Social Media manager, The Noble Collection UK The Noble Collection has attended Spring Fair for over a decade. While we’d consider ourselves regulars by now, we’ve developed several iterations of our stand, and, of course, seen many of our lines come and go. One of the greatest things about Spring Fair is the sheer size of the show, and the number of different industries covered by one event. Walk into one hall and you’re greeted with Christmas displays (in February!) and in the next, you will find home decor, toys or jewellery. There’s always something different that might surprise buyers.

The Noble Collection stand is (proudly) a bit of a nerd heaven. Alongside new and existing customers, we get many attendees returning to our stand every year just to take another look and see what new products we’ve released. This year, we hope they’ll return to see how we’ve reimagined a handful of items from The Noble Collection Vault – long discontinued, but popular, collectible pieces, crafted in new materials and presented in new packaging for the modern-day collector, including a 7.5” miniature replica of the Goblet of Fire from the Harry Potter franchise.

For 2024, we’re looking forward to sharing a brand-new range from our first video game licensing partnership with Minecraft. We can’t wait to show our exciting, touch-activated, illuminating collector replicas and, in true Noble Collection style, a finely crafted chess set. Unlike anything seen before, you can choose to play as the Overworld Heroes or Hostile Mobs on a striking Minecraft board.

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*Herd Mentality listed as number 1 in board games on amazon in December 2023.

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With Brits forecast to take over 80 million overseas trips this year, you might need to stock up! To find out more about all of our games, including travel ones, please contact trade@bigpotato.co.uk or visit us at stand 4F26-G27 at Spring Fair.

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touchingbase Julia Minchin - Founder and Joint

Ross Bradley - Sales director, Wilton Bradley

managing director, Hippychick

Spring Fair is a lifestyle show, not just toy specific, which means we see a wider range of businesses coming through. It’s one of the biggest trade shows in the UK and comes after both Toy Fair and Spielwarenmesse, so people will have a pretty good idea of what they want to stock for the season ahead. They will also hopefully have greater knowledge of Hippychick, and the brands we distribute, and will be ready to place their orders.

Visitors to our stand will be the first to see (and stock) brand new products from some of our best-selling brands, including Classic World, Vilac and Moover. There will also be a chance to meet our friendly, helpful sales team, plus there will be exclusive incremental show offers for retailers we see in person.

The latest addition to the Hippychick family is the US brand Crocodile Creek, that specialises in beautifully illustrated puzzles, playballs and creative art sets. Many toys go in and out of fashion, but puzzles really have stood the test of time, and we’re looking forward to showcasing the range.

Steve Finch - Managing director, Click Europe We always enjoy exhibiting at Spring Fair because we get to meet so many diverse types of buyers, from farm shops and garden centres to museums and football clubs and everything in between. There are also always great speakers at the show that we try to pop along and watch too.

This year, we’re going to be offering a massive 20% off our own brand products, with free delivery over £250 to the UK mainland. This will be on new, as well as existing, product lines. We’re keen to attract new buyers into our brands, so this will be an unmissable show offer.

We’re excited to be able to share our new boppi games and mythical unicorn Round Jigsaw Puzzle that we’ve been working on for the past year. I think everyone’s going to love them. I am most excited to showcase our boppi range; we’ve created a really strong offering, from jigsaws, games and wooden toys to three-wheeled scooters. This means that buyers can have a one-stop wholesale provider to supply their 18-months to eight-year-old audience.

As the anticipation builds for Spring Fair 2024, we’re looking forward to presenting an exciting showcase of cutting-edge toys and games that redefine playtime.

Among the standout products we will be showing is the Mi-Mic Live Vlogging Kit. Mi-Mic Live is an award winning pocket-sized Vlogging Kit that allows young creators to capture their best moments in a higher quality. It was the winner of the Tech category in the Big Christmas Wish List at this year's Big Christmas Press Show and has been shortlisted for the Nuremberg Toy Awards in the Teenager & Adults (10+ years) category.

The kit includes a clip-on ring light with 23 customizable settings, ensuring the perfect lighting for any scenario, and a clip-on microphone, equipped with noisecancelling technology and an impressive 30m range.

Spring Fair attendees can see hands-on demonstrations and engage with the team behind such innovations. Our products not only showcase the latest advancements in toy technology, but also emphasize the importance of fostering creativity, exploration and joy in the lives of children.

Zara Grindrod - Sales and Marketing director, Rainbow Designs

Spring Fair has such diversity in its visitors. It has become the key event to catch up with our independent customers, as well as meet new retailers from a variety of sectors outside toys, such as gift, greeting and even garden centre buyers. They get to see our best-sellers and new launches on display, and most importantly get to touch, feel and have a cuddle with some storybook favourites.

Rainbow is a leading creator of licensed character nursery, toy and gift plush collections, featuring some of the most adored children’s characters of all time, including Paddington, Peter Rabbit and Disney’s Winnie the Pooh. We have plenty of new products and new characters joining the Rainbow family for 2024, such as Donald Duck and the new Disney Baby Lion King range. We are excited to be partnering once again with Cardgains, and visitors can find us as part of the Cardgains stand, where we are looking forward to meeting up with lots of gift and card retailers.

We are fortunate that we have so many best-selling and much-loved character collections to choose from but are very excited to be welcoming our new Wizarding World collection to the Rainbow family. Available for autumn/winter, the new collection of nursery toys will feature Harry Potter, Hedwig and Dobby.

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Spring Fair 2024 preview

Innov8 Creative Academy https://www.deddybears.com

Hall 5, Stand N31 Innov8 Creative Academy is ready for Spring Fair 2024 with the launch of Deddy Bears Series Two, Back from the Deddy.

After the 2023 launch of Deddy Bears, with sales figures solidifying Deddy Bear’s market impact, the brand continues to be a hit with customers. From children to teens, collectors and kidults, the bears have gained fans all over the world. Now selling in UK, Ireland, Australia, Spain, USA, Canada, Germany, Portugal, New Zealand and more, Deddy Bears has also signed some major licensing partners including Just Toy International, Surge Licensing International and Remarkable Brands.

With over 7m views on TikTok with the hashtags #deddybears, #deddybearsofficial and #deddybearsarentjustforkids, the Deddy Bears brand has come onto the market in an organic, consumer-led way.

The brand is an alternative to traditional teddy bears, and a subcategory which not only disrupts current marketplaces but is evolving them. Its retail partners are enjoying huge success, and Innov8 is driving the message online. The product is even more enjoyable when users hold one, read the fun material and enjoy the packaging, and there’s a new series of bears to look forward to.

Series one saw eight bears to collect, with six new bears coming for series two.

12-inch bears come in a Deddy Bag, including an autopsy report. 6-inch bears come in their own Signature Coffins, including a coffin card, whilst the 4-inch plush with a bag clip come in Surprise Blind Bags.

Innov8 Creative Academy is also launching two new brands at Spring Fair called Kreepy Katz and Forbidden Fruitz. Early reads from US retailers and industry commentators suggests that Kreepy Katz and Forbidden Fruits are already generating excitement.

The Noble Collection 020 7580 4442 | wholesale.uk@noblecollection.com www.wholesale.noblecollection.co.uk

Hall 5, Stand J10-K11 The Noble Collection UK will return to Spring Fair in 2024, bringing its brand-new range of collectibles from the world of Minecraft. Created to imagine what the iconic sandbox game would look like brought to life, the range includes five collectible replicas and a chess set, launched in October 2023.

Merging the blocky, pixelated aesthetic with textures inspired by wood, stone and precious minerals, The Noble Collection brings the virtual world to reality like nothing else on the market. The two different ores of Diamond and Redstone are each touch-activated to create either a steady glow or a soft flicker, and when the Potion Bottle is tapped, it will cycle through five different potion colours from the game.

One of the game’s most iconic tools, the Diamond Sword, has an antique finish coupled with a cast-iron texture and faux leather look, to create a collector replica that feels like it’s straight from the Overworld. Also available is a blocky, flickering touch-activated torch that can either stand alone or be wall-mounted, just like in player’s adventures in the game.

Known for its range of unique licensed chess sets including Harry Potter, Jurassic Park and Lord of the Rings, The Noble Collection has added a striking Minecraft set to its collection. 32 textured game pieces sit atop a board composed of four interlocking quadrants. Players can choose to play as the friendly Overworld heroes (Steve, Alex, villagers, horses, iron golems and chickens) who take their look from pale sandstone, or as the hostile mobs (Wither, Ender Dragon, Enderman, skeleton horses, creepers and baby zombies) whose looks are inspired by obsidian.

The Noble Collection will also be showcasing a broad range of collectibles, replicas and gifts from other well-established licensed properties, including the Wizarding World, Jurassic Park and DC. Returning to its collections are a number of items from The Noble Collection Vault, once-discontinued replicas reimagined for new collectors, including a miniature sculpture of the Goblet of Fire and Harry Potter’s glasses.

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Baby Republic

Bringing Joy to Every Child, One Toy at a Time!

Surprise bath bombs

Stand: 4A12

GET IN CONTACT sales@babyrepublic.co.uk Tel: + (0) 1908 803 800

Spring Fair 2024 preview

The Source Wholesale Limited 01306 646 885 sales@thesourcewholesale.co.uk www.thesourcewholesale.co.uk

Hall 4, Stand F22-G23 The Source Wholesale will return to Spring Fair 2024 with new lines launching across the year in plush, STEM construction kits and games.

The company will be launching Punchkins, with stock available from June. Punchkins is a new brand of collectible plushies; each plushie is created to be a highly relatable gift that buyers can give to their favourite people. From cute and cuddly to smart and sassy, there’s a perfect Punchkin for any occasion.

The Source Wholesale’s educational STEM construction kits from Construct and Create have two new additions, ready for launch in AW24. With so many options to choose from, this collection of contraptions has something for anyone looking to bring out their inner inventor. From solar to saltwater power and everything in between, this educational and eclectic mix of machines has been designed to keep users entertained.

The new Mega Cyborg5 Water Blaster Transformer is a revolutionary kit that features different forms while offering a hands-on STEM learning experience. Ergonomically designed to fit into the hands of kids and adults alike, this massive blaster has shield, sword, grabber and shooter modes. With the soft tube Robotic Eel Arm, users can unleash full-angle and flexibility in every move and use the joysticks to move the flexible body vertically and horizontally like a garden eel.

The 3D Marvel lights are a highlight of The Source Wholesale’s stand. This range of bedroom night lights features all of the favourite Marvel Superheroes. New products range from the plug in Marvel Mini Night Lights to the Mini Marvel Wall Heroes.

For more information, contact The Source Wholesale team via the details above and visit the stand at Spring Fair.

Toynamics 0116 478 5230 | sales@toynamics.co.uk | www.toynamics.com

Hall 5, Stand J20 Toynamics will be making a return to Spring Fair 2024 with over 85 new products across eight brands, including Hape, Baby Einstein, Korko, Skip Hop, Amosstoys, Trelines and Do U Play.

Hape, a core brand for Toynamics, will be showcasing a wide range of new products across several categories, including puzzles, arts & crafts, green planet explorers, infant toys and more.

The puzzle category saw a 30% growth in 2023 for Hape, and on the back of this success, the brand will be introducing a new collection of 18-month-aged puzzles for 2024. Each comes with 10 different smaller puzzles, and each set has different shapes and themes, including Forest Animals, Vehicles and Wild Animal. All are designed to help children develop fine motor skills and problem solving.

In Pretend Play, another growing category for Hape, the Sizzling BBQ Set is a role play grill and griddle with a flickering charcoal fire effect and sizzling sound, designed to inspire creativity and develop social skills in children. The Hair Salon Set, suitable for ages three and up, is complete with everything children need to open an imaginary hairdressers. This set is not only designed for fun and to encourage imagination, but can also ease anxiety in children who worry about going to the hairdressers.

Hape’s new Outdoor Art Easel is designed for ages three years and up. With a transparent board, it’s ideal for playing with friends and comes complete with a plastic paint tray, roller and paper holder.

New from Korko, a C02-Negative brand made from cork, is the Hopping Bunny, which helps develop gross motor skills and hops alongside children on adventures. Suitable for 18-months plus, it can encourage walking and exploration. Toynamics will also be showcasing a variety of toys from Korko at a new lower price point for 2024.

Toynamics will present two new outdoor brands for 2024. Do U Play Games offers a range of larger outdoor games, including an oversized blowup football, ring toss games, outdoor chess and more, all designed for ages three years and up. Alongside this, the Trelines range of more advanced outdoor toys offers everything from zip wires to tree swings, all designed to fit in a back garden.

There will be exclusive Spring Fair discounts available to retailers, which can be discussed with the Toynamics team, with marketing support available for each of the brands, from digital to Shop in Shop installations and attractive display solutions.

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noblecollection.co.uk wholesale.uk@noblecollection.com +44 (0) 20 7580 4442

Spring Fair 2024 preview

University Games 020 7254 0100 | www.university-games.co.uk

Hall 4, Stand E24-F25 University Games will be showcasing its entire 2024 catalogue at Spring Fair, featuring over 50 new lines.

Following the acquisition of The Learning Journey International, University Games will showcase a Learning Journey range of over 40 lines at the show The range, with many lines available for spring/summer, includes award-winning educational games and puzzles, sensory, active-play, electronic and construction toys.

The new Rocky Horror Show board game will be available this February. Players will take on their favourite characters, sing the songs, quote the famous one-liners and lyrics, play charades and dance the Time Warp’s famous moves, to build Rocky in the lab and be the first player to escape the castle.

In The Art Gallery Game, players take on the role of a tour guide studying the most famous paintings in the world and choosing the best route through the galleries, using strategy and skill to collect the most valuable artworks for their collections. In the latest release from the renowned Forbidden Games collection, Faeries & Magical Creatures, players can dive into a magical world to gather resources, build homes and be the first mortal to enter the faerie realm.

2024 sees eight new lines added to the Project Genius range, including two new puzzles in the environmentally friendly Bamboo category. Bumble Jumble is a pack-it-in style brain teaser with a bee featured design, and there’s a travel Bamboo Mancala. More True Genius brainteasers feature a puzzle a day in Caesar’s Calendar brainteaser, alongside Message in a Bottle and the Greek Chain and Achor.

Joining University Games’ pre-school portfolio is a new board game and card game with illustrations from Judith Kerr’s best-selling children's books, Mog. The new Mog and the Big Bad Dog Board Game has been specifically created for pre-schoolers and will be available in February, alongside a Mog the Forgetful Cat matching card game. There will also be additions to The Very Hungry Caterpillar range, which is celebrating 55 years in 2024, with the Rainbow Picnic board game and Double-Sided Floor Puzzle.

2024 is set to be another big year for Subbuteo with the UEFA Euro 2024 and the Official Subbuteo World Cup. The launch of the new electronic Scoreboard and Timer will bring a useful addition to matches.

Following on from the hugely popular Speedy Words game, 2024 will see the arrival of Speedy Numbers. This four in one game puts mental maths to the test in a fun but educational way.

Rubies customerservices@rubiesuk.com

Hall 4, Stand B60 - C61 and C60 – D61 Rubies has announced that a selection of its dress-up ranges will be on Enesco’s stand at Spring Fair. Visitors will have the opportunity to learn more about Rubies’ focus on fostering play value throughout the year with its extensive range of 365 roleplay products, upcoming retail solutions and new product lines. As a leading costume and accessory company, Rubies is dedicated to providing endless possibilities for imaginative role play.

Rubies has also announced the debut of its brandnew licences, including the highly anticipated David Walliams range, exclusively launching in 2024. In addition, Rubies is excited to showcase its impressive evergreen and seasonal range of products for the upcoming year.

Readers are invited to book an appointment to explore the full scope of Rubies’ upcoming range and be among the first to experience these exciting new additions.

In 2024, Rubies is also offering marketing partner packages to support consumer campaigns for all occasions.

Whether it's through affiliate collaborations or social media inquiries, Rubies’ team is ready to help partners tap into its large and passionate fan base, driving traffic to their sales avenue.

For more information, please contact Rubies’ customer services team at the email above.

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Spring Fair 2024 preview

Wilton Bradley sales@wiltonbradley.com | www.wiltonbradley.com

Hall 5, Stand F32-G33, G30-H32 Wilton Bradley will have a wide selection of products on display at its stand at Spring Fair 2024.

The Bubble Go Trike is a new way for kids to have fun; as they cycle, they will leave a cloud of bubbles behind them, having added the included bubble solution to the front mounted Bubble Go machine.

Mi-Mic Live is an easy-to-use, digital wireless microphone and light system that is designed to capture better quality sound for a range of devices, such as a mobile phone, tablet, or laptop. Mi Mic Live helps create the perfect live streaming experience, perfect for tutorials, interviews, live jamming sessions and budding YouTubers, TikTok-ers and Vloggers.

The Power Play 3ft Football, Pool and Air Hockey Games Tables are great additions to family games nights, as well as an excellent way to teach kids about hand-eye coordination and sportsmanship, all while having fun.

Suitable for ages 24 months and up, the Xootz Big Bumper car is easy to manoeuvre, giving kids complete control as they perform 360-degree spins and reach speeds of up to 2.5mph. The Big Bumper car has adjustable seatbelts, anti-flat tires and a rubberized bumper that offers protection for the house and the children.

The Enigma E-Scooter is designed for ages six and above. With a charging time of two to three hours, this electric scooter ensures minimal downtime, with an impressive 60 minutes of continuous run time, reaching speeds of up to 10 km/h. The Magical Unicorn Ride On is suitable for use both indoors and outdoors, complete with interactive sounds and a light up horn.

With adjustable legs, the Playhouse PlayTray grows with children, adapting to their height. It's perfect for indoor and outdoor use and is made from food grade plastic, safe for food-based messy play. The Playhouse Food Market Role Play Curtain has an extendable rod and easily fits any standard UK door frame, for role play fun at home.

To find out more about Wilton Bradley’s products, get in contact via the details above.

Baby Republic lewis@babyrepublic.co.uk | glen@babyrepublic.co.uk

Hall 4, Stand A12 At Spring Fair 2024, Baby Republic has planned a display of toys and gifts designed to bring joy and creativity to playtime.

Baby Republic has introduced a series of product highlights, including Okto Clay which introduces a unique sensory air clay art kit, offering a mess-free and creative experience. Making its debut at Spring Fair 2024, this product promises to create lasting, keepsake works of art. Mighty Wheels presents heavy-duty toy trucks made of real steel and durable plastic, providing strength at an affordable price. Visitors can explore the durability of Mighty Wheels at the Baby Republic stand, as well as The Bean People surprise sponge bath toys, which transform daily routines into fun and explorative adventures, turning bath time into a splashing adventure.

Zorbitz, an award-winning USA-based company, will showcase a wide range of Fidget, Trendy and Squishy toys; collectors will appreciate the quality, affordability and delightful packaging of Zorbitz products.

Imagination Starters presents chalkboard colouring mats that are nodust, double-sided, easy to clean and nearly indestructible. These mats, filled with creative possibilities, work seamlessly with chalk crayons or chalk markers. Meanwhile, Open The Joy brings therapist-designed toys backed by science, fostering confidence, resilience and happiness.

Visitors are invited to explore a range of toys contributing to the holistic development of young minds.

Baby Republic has a variety of new offers, including volume discounts, no order minimums and free standard shipping to the UK and Ireland.

All orders are eligible for a minimum of 5% off and up to 15% off. Order discounts will be based on value per order and cannot be combined: 5% off orders under £1000, 10% off orders £1000 - £2499.99 and 15% off orders of £2500+.

Character visits, guest appearances and exclusive springtime offers await visitors at the Baby Republic stand. To get in contact, email Lewis Finch, sales director, or Glen Marsh, national account manager, at the details above.

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Spring Fair 2024 preview

Click Europe 020 8761 4421 | www.clickeurope. comhello@clickeurope.com

Hall 5, Stand K25 Click Europe’s boppi brand will be front and centre on its stand at Spring Fair this year. The company will be showcasing its new to market, awardwinning, 10-in-1 Toddler Puzzles, best-selling boppi 150-piece Round Puzzles, as featured on ITV’s This Morning, and the boppi Tiny Trekker Children’s luggage sets. The boppi brand has been created to deliver affordable, educational and beautifully designed toys for children aged 18 months to eight years.

New products being showcased for 2024 will include a brand-new unicorn and mythical themed 150-piece boppi Round Jigsaw Puzzle plus the new Stacking Cubes, made from recycled card. An interactive ABC floor puzzle and a boppi take on the popular Pairs and Domino games are set to kick-off a whole new eco-friendly games category of products, with more to follow later in the year.

Click Europe is an independent, family-owned, London-based wholesale toy company. Set up by directors and cousins Steve and Ian Finch almost 18 years ago, the company supplies its own unique brands, such as boppi, bopster, just be… and Land Surfer. Click Europe is also an official re-seller of Playmobil in the UK, and stocks many other well-known brands such as Hasbro, Marvel, L.O.L. Surprise! and Squishmallows, to name a few.

With exclusive show offers for new and existing customers available, Steve, Ian and their sales team look forward to welcoming visitors to the Click Europe stand at Spring Fair.

Big Potato 020 3620 9495 | www.bigpotato.co.uk

Hall 4, Stand F26-G27 Big Potato has created a collection of travel games that are small enough to fit into a carry-on, but fun enough to keep players entertained all week. Big Potato has taken some of its bestselling games and turned them into portable, travel-size boxes. For example, Herd Mentality, which has sold over 487k copies in the UK alone, has been turned into Herd Mentality mini.

Sounds Fishy, which has gained over 46m TikTok views, has been neatly packed into a little sardine tin, and the award-winning classic, The Chameleon, has also been packaged into a neat tin. It contains brand-new content so players can enjoy blending in and not getting caught.

The TikTok sensation, P For Pizza, boasting 7m organic views, has always been travel-friendly sized, but is now joined by P for Pizza Kids, the six to eight-year-old version of the original recipe.

The company will also introduce Cards vs Gravity Pro, a gravity-defying game that’s as simple as balancing, stacking and hanging cards on top of a bottle. It’s like having a completely waterproof version of Jenga.

All of Big Potato’s travel games are compact, addictive and suitable for players young and old, making them fun travel companions.

Hippychick 01278 434440 | www.hippychick.com | sales@hippychick.com

Hall 5, Stand H41 Hippychick plans to bring the magic of childhood to life at Spring Fair 2024. Specialising in everything baby and toddler, the team will unveil a collection of highly sought after toys and gifts from some of the best toy brands on the market.

Each brand is carefully selected by Hippychick based on design, quality and sustainability, as well as for its educational or developmental benefits, and the Classic World collection is no exception. Priding itself on creating durable wooden toys that are designed to last, Classic World has a new Honeybee Activity Cube, which contains five different activities to keep little ones entertained. It also offers a huge range of educational games, such as the Forest Calendar, which is an interactive toy designed to help teach children about the time, months, days, dates and the seasons.

Spring Fair visitors will have a sneak peek at Vilac’s newest additions. Vilac is an increasingly popular French designed brand of beautiful, classic toys. Its newest additions include Andy Westface puzzles and the Vilac Classic Police car; a retro inspired ride-on car for hours of fun.

Hippychick is delighted to be welcoming the US brand, Crocodile Creek, which specialises in beautifully illustrated puzzles, playballs and creative art sets. Ranging from two-piece puzzles that are perfect for beginners, to 200-piece puzzles for the more adventurous puzzlers, Crocodile Creek has something for everyone. The range also offers playballs, which are popular in visitor attraction centres and perfect for both outdoor and indoor play.

Visitors to the Hippychick stand will meet the team in person and see some exclusive incremental show offers (only available at the show), with the chance to win one of Hippychick’s daily competitions.

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www.wiltonbradley.co.uk

sales@wiltonbradley.co.uk

01626 835400

Spring Fair 2024 preview

Keel Toys 01233 506363 | sales@keeltoys.com | www.keeltoys.com

Hall 5, Stand H20-J21 Keel Toys is the proud home of Keeleco, a range crafted from 100% recycled materials.

Keel Toys has been at the forefront of design innovation within the gift market for many years, and its sustainability journey has been no different.

Its goal was to create sustainable fabrics and products that were softer and even more beautiful than before, and the Keeleco range is the result. Each Keeleco soft toy is manufactured and filled with 100% recycled polyester made from plastic waste, recycling more than 250m water bottles in the process since the range launch in 2020.

With over 450 products and counting, Keel Toys remains committed to expanding this eco-collection, and at Spring Fair, is offering its customers an exclusive opportunity to preview and pre-order over 100 brand new items from the 2024 range, including all new Halloween and Christmas lines. Children will be able to embark on an eco-friendly adventure with the Wild, Farm, Sealife, Dinosaurs, Teddy Bears, Puppies, Kittens, Nursery, Seasonal and Keeleco Adoptable World collections.

The Keeleco Pink range continues the enchantment with beautifully designed, textured toys. Exclusive fabrics and embroideries bring Unicorns, Seahorses, Mermaids, Starfish, Octopuses and even a Clam Shell to life, complete with eye-catching gold crowns and pink tutus.

Keeleco Baby launched in 2021 and welcomes new friends in Squish Starfish and Terry Turtle to the natural range of Marcel Monkey and Ezra Elephant. All come complete with a variety of retail solutions and POS. The Bakery range has been designed to indulge the senses, and is a collection of scented cupcake character animals designed to steal children’s hearts. The theme is carried on with soft stretchy cake and patisserie characters.

The beloved Bobballs range has received an adorable makeover, featuring cute and collectible food and plant themed Bobballs.

Kids can experience the playful magic of Wild, Farm and Dinosaur hand puppets, which are accompanied by a striking multi-sided floor standing display unit. There is also a new collection of standing and sitting Keeleco Puppies, complete with fashion focused dog outfits made from 100% recycled materials.

Visitors are invited to visit the Keel Toys stand at Spring Fair for a warm welcome and a large selection of products.

Rainbow Designs 01329 277300 | www.rainbowdesigns.co.uk

Hall 3, Stand M10-N11 Rainbow Designs will showcase many of its licensed character ranges of high quality forever toys and gifts at Spring Fair this February. Best-selling nursery gift ranges on display will include Peter Rabbit Once Upon a Time and Deluxe Signature Peter Rabbit collections, Classic Paddington and Paddington for Baby, Disney’s Winnie the Pooh Hundred Acre Wood and Always and Forever ranges alongside the luxury Mickey Mouse Memories collection.

A new addition to the Rainbow family is the Harry Potter range of nursery toys and gifts, created especially for babies. This new collection, that will sweep in for autumn/winter, is perfect for fans who want to share their love of the Wizarding World with their new arrivals.

To commemorate the 30th Anniversary of Disney’s The Lion King, in February, Rainbow will welcome its new Disney Baby Lion King range that will include the My First Simba Soft Toy, Simba Comforter and Ring Rattle, as well as the Simba Sensory Play Mat. Rainbow will also be celebrating the 35th Anniversary of Elmer, the 30th Anniversary of Guess How Much I Love You, the 55th Birthday of The Very Hungry Caterpillar and the 90th Anniversary of Disney’s Donald Duck with new product releases.

There will be a new addition to Rainbow’s award-winning Bedtime Cuddles Nightlights range, that includes Paddington and Peter Rabbit, with the Bedtime Cuddles with Winnie the Pooh, available for autumn/winter.

2024 is set to be yet another big year for Paddington, with the highly anticipated release of a new movie and the third series of the award-winning TV pre-school show, The Adventures of Paddington. This year will also see new product launches across Classic Paddington, Paddington for Baby and The Adventures of Paddington. Joining the Classic Paddington gift collection will be the Cuddly Paddington wearing a Union Jack Scarf, Paddington in Boots presented in a classic Phone Box-style packaging and the Classic Collector Paddington, in a keepsake box, decorated with the classic Peggy Fortnum illustrations.

Rainbow Designs’ stand at Spring Fair this year will also play host to visits from story book favourites Spot, We’re Going on a Bear Hunt, Maisy, Bagpuss and Giraffes Can’t Dance.

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Allegedly

Anyone watching the news over the past month can’t fail to have seen reports that Huthi rebels have been targeting ships sailing through the Red Sea with drone attacks. Apart from the obvious danger to the ships and crew operating them, the decision by many shipping companies to avoid the Red Sea completely could have significant repercussions for the wider business community. For toy importers, extended lead times by anything up to two weeks are looking likely in the short term. The diversion being proposed to avoid the Red Sea – a route around Cape Horn – not only takes longer, but will eat up more fuel, which means the shipping companies will be looking to offset their increased costs by putting up container prices, just like it was 2022 all over again. On top of that, the Red Sea is apparently the main route for much of the UK’s oil supplies, prompting fears that the price of petrol, which has finally been coming down to a more sensible level, could well bounce back up again. The situation remains complex, volatile, unpredictable - from what I can gauge talking to people in the logistics field, things are likely to get

worse before they get better – and ‘better’ might even be as far as 3-6 months down the line. Rates for a 40ft container have almost doubled to over $7k in the past few weeks, giving importers some tough decisions to make. Industry insiders say this situation could end up having an even greater impact on the global economy than the EverGiven fiasco, with 30% of the world’s container traffic traditionally going through the Red Sea. To make matters worse, containers are now getting stranded in places across the world where they shouldn’t be, and there are rumours that insurance companies will soon withdraw cover from ships that decide to risk using the Red Sea route, making the longer / costlier Cape Horn route unavoidable. And while there is nothing much anyone can do, here’s one thought – should retailers scrap any fines for late arrival of shipments until things settle down? Some importers will currently be working out whether it is cheaper to pay the fine or swallow the short-term rate increases – a tough equation to balance in some cases…

Hong Kong reflections...

A few weeks ago, when I flew out to Hong Kong for the first time in four years, I got the distinct impression that USbased toy companies were rather hoping I would report back reinforcing their perception that the trip is now surplus to requirement, while perhaps some people in the UK & Europe were hoping I could offer a more optimistic take.

Unsurprisingly, it is markedly different to pre-pandemic days – there are far fewer western faces around, both in TST and at the Hong Kong Toys & Games Fair. Inevitably, there were a lot less showrooms open in TST, with many companies saying that although they doubled the number of appointments compared to last year, they would need to double again to get close to 2019 levels.

However, there were some positive interpretations of the footfall situation: many told me that meetings were easier to secure due to less competition, went on for longer (very few people rushed round showrooms in 10 minutes because they were running late for their next meeting) and the people who went were serious, not just browsing or saying hello out of courtesy. As a result, the quality of meetings was arguably better – if retailers or distributors committed to making the trip, they did so for the right reasons.

It could also be said that before Covid, certain retailers and toy companies came to Hong Kong largely out of FOMO, or – let’s not beat about the bush - to have a good time with their customers (and not to let their competitors have their customers all to themselves). Visitors sometimes included companies whose FOB range consisted of a dozen SKUs which were all also available domestically (or in some cases who didn’t even have any FOB offering at all). I’ll not go so far as to use the word ‘jolly’, but you get my drift. That doesn’t tend to happen anymore, taking the January Hong Kong trip back to its original roots as principally an FOB and own label buying destination.

To illustrate my point, Smyths had a team of 19 people in Hong Kong, but were apparently not making appointments with UK / European domestic suppliers – just Far Eastern vendors and factories.

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Also making the trip from UK retail were The Entertainer (now with added Tesco aisles to fill of course), Toytown, Home Bargains, Ken Black, The Works, TK Maxx, Playroom and Menkind. Further afield, there were respectable contingents from Australia, South America, Middle East and Europe– and naturally, it’s an essential destination for the wider Asian market. If you want to see retailers or distributors from Asia, Hong Kong in January is still the optimal place and time to do it.

So, who wasn’t there? US retailers and suppliers were conspicuous by their absence, and I don’t see that changing dramatically – LA is their new spiritual home. That said, I did find it both interesting to hear that neither Walmart nor Target had confirmed autumn winter selections at the time of writing (despite people saying they would never come to Hong Kong in January again - or visit any other Q1 show - because selections would be finalized in November….and remember, this is after both LA and New York took place in September last year).

Perhaps it just goes to show that selection timing is not cast in stone in perpetuity and can flex according to market conditions.

Apart from the US contingent, when you also factor in fewer clearance people, a miniscule licensing / media presence, no domestic suppliers making the trip just because everyone else was and the absence of a large percentage of the international distributor crowd who have also become devout LA disciples, the trip has been stripped back to its core essence… and some have said they believe this has made it a more focused, beneficial event for them. What’s more, no-one needs to get here on 1st January or stay for two weeks anymore – a briefer trip works perfectly well, is kinder on the budget and helps make January marginally less hectic.

I genuinely believe the trip still has its place in the grand scheme of things. It’s not for everyone, and neither should it be.

Supplier or retailer, all I can say is if it works for your business model, don’t be put off by voices on social media writing Hong Kong off because they perceive it isn’t necessary for them.

My gut feel says it will never get back to the level it was prepandemic, but I wouldn’t mind betting that there will be a few more people making the trip next year.

Official Toy Line Launching Spring 2024

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