Toy World Magazine June 2021

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June 2021 Volume 10 Issue 11

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The Team...

CONTENTS June 2021 Volume 10 Issue 11

John Baulch

62 Feature: Arts & Craft

40 Feature: Infant Toys

Publisher and Managing Editor john@toyworldmag.co.uk 01442 502 408 07932 651 207

Mark Austin

Sales Director mark@toyworldmag.co.uk 01442 502 405 07710 532 952

Anita Baulch

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

News

Regulars

Features

07 From the Publisher 08 News 18 Industry Moves 20 Marketing World 24 Licensing World 146 Allegedly

28 31 36 98

38 40 58 62 102 104 121 128 129 130

NPD column Talking Shop Letter from America Fresh

Contributors The NPD Group | Mark Buschhaus | Stephen Barnes Rick Derr | Felix Lewis

Rachael Simpson-Jones

Company Profile: Import Services Feature: Infant Toys Company Profile: Wow! Stuff Feature: Arts & Crafts Opinion: Asha Bhalsod Feature: Wheeled Toys Feature: Kidult Opinion: Nick Gibbs-McNeill Opinion: Moneeba Baloch Company Profile: Konami

121 Feature: Kidult

104 Feature: Wheeled Toys

Editor rachael@toyworldmag.co.uk 01442 502 406

Sam Giltrow

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

Alakat Published by

Mark Crowford

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

www.toyworldmag.co.uk @toyworldmag @baulchtweet

toyworldmag

Toy World 5

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F

or those of us in the toy community, there is a lot to be positive about right now.

Demand for toys continues to remain high: toy sales across the globe have grown rapidly in Q1, while sales numbers since stores re-opened here in the UK have been extremely encouraging. According to NPD, the first week of trading was little short of extraordinary – value growth of +6% and volume growth of a whopping +40%.

from the publisher

John Baulch - @Baulchtweet

The second week’s trading inevitably ‘coursecorrected’, with kids back at school and a large chunk of saved up pocket money and Christmas/ birthday money spent the previous week. However, if you benchmark the second week’s numbers against 2019, value and volume were + 2% and + 1%.

Essentially, the UK toy market was back to where it was two years ago, when the world was normal. By any metric, that’s hugely reassuring.

The return of physical retailing has certainly helped stores to start moving through residual stock left over from Christmas, while those categories which needed in-store shoppers to truly thrive – fidget toys, collectibles and plush among others – have picked up nicely. As stock starts to turn, that should help sales reps and agents to get appointments with retailers, who will soon need to start placing new orders for summer and beyond.

Slowly but surely, the industry’s natural cycle is returning.

that have been delayed, in the hope that container rates will fall, making it more viable to bring them in. However, it is looking increasingly likely that some ranges may not make it to the UK at all this year, while some are even predicting that higher shipping costs may be with us way beyond the end of this year.

In other cases, some toy companies physically can’t keep up with demand for their products, while simultaneously seeing prices increase almost in real time. One MD was trying to explain what he’d had to ask his salesforce to relay to customers – from what I could gather, the message was essentially: “Get your orders in now for product we can’t supply, in case the product you can’t have is even more expensive next week.” That’s a bold pitch…. the thing is, it’s also frighteningly accurate.

So, what is the upshot of all this disruption? The obvious conclusion to draw is that there is likely to be a shortage of product as the year draws on looking towards Q4, stock is likely to be king. We are very much in ‘better class of problem’ territory, without a doubt. The toy industry is flying across the globe – families have turned to toys to help them through the events of the past year, and we’re reaping the benefits of parents witnessing first-hand just how valuable toys and play are to their children, both physically and emotionally.

Yes, there is always a but. Right now, the proverbial fly in the ointment comes in the form of a global logistics nightmare, which could potentially have a significant impact on product availability and pricing over the coming months. There are many pressures on the global supply chain right now – a reported shortage of workers in China, raw material and component shortages and price increases – but it is the shipping arena in which some of the biggest challenges lie. Ongoing capacity issues have seen prices surge again in recent weeks.

However, if I were a retailer – major or independent, specialist or multi-channel – I think I would be looking to firm up my festive orders sooner rather than later this year. When it comes to freshening up your product selection, there is plenty of inspiration for you in this edition – there are in-depth product features on the Arts & Crafts, Wheeled Toys and Infant Toys categories. We also have our first-ever special feature on the burgeoning Kidult category, with some fascinating input from a selection of leading suppliers who have ranges aimed at an older demographic, as well as from a number of specialist retailers who are already enjoying success in this area.

Extra costs can be amortized slightly easier when a container is full of thousands of small, low-priced SKUs – however, it’s much harder for suppliers with large, high cube items. I have heard of some ranges

Hopefully, the strong demand for toys will continue as we enter the second half of the year – it has been an extremely positive start to the year, but half of the race is still to be run.

But….

Toy World 7

News First The Entertainer-branded store opens in Spain Two and a half years ago, The Entertainer acquired Spanish toy retail chain Poly Group, giving the retailer a firm foothold in the Spanish market. However, the opening of its first branded store in Valencia takes The Entertainer’s presence and investment in the Spanish market to a new level, hinting at a tantalising new direction for the brand. Toy World caught up with The Entertainer founder and executive chairman Gary Grant to find out more about the new store and the rationale behind the move.

We asked Gary why rebrand an existing Poly store as The Entertainer? Is this now the plan for Spain, to rebrand the entire store estate as The Entertainer, rather than Poly Group? The answer is that the future direction for the group very much depends on how this store performs.

“We’ve been looking to invest more in the Spanish market for a few years,” admitted Gary, “and we would have made this move earlier if it hadn’t been for Covid. We are nowhere near the level of market penetration we would like to have – we should have a far higher share than we have currently, so we feel there is a great opportunity to strengthen our presence in the Spanish market. We identified this as the perfect store to convert, to give us something tangible to measure the performance against.

By converting an existing store, we already have a benchmark in terms of sales, and we can assess what difference The Entertainer branding makes. If the trial is successful, it could not only lead to other Poly stores being converted and rebranded, but also brand-new stores being opened with The Entertainer branding.”

Toy World asked Gary why this particular branch was chosen: “It is the one store in our Spanish portfolio where I walked in and felt it was just like being in one of our UK stores. The quality of the shop fittings, the in-store displays, the way the racking was laid out, the outlet’s position in the shopping centre - it was exactly what we wanted for this trial. There are also a lot of expats living in Valencia – someone actually recognised me while I was in the store!”

Steps at the till put kids at eye-level with employees, allowing them to pay for their toys easily and making the experience all the more fun.

Having identified the ideal store to rebrand, some serious work has gone into transforming it into a model The Entertainer outlet: the shop has been completely refurbished, with new graphics and The Entertainer-branded shelf edge labels and bags. All staff have been put through extensive The Entertainer training and will wear the traditional blue The Entertainer t-shirt uniform.

Commenting on how the product mix will differ from the UK, and indeed the current Poly Group range selection, Gary told us: “The ranging will be similar to our UK product selection, adjusted for country variants, as Poly already does – some brands just don’t work in the Spanish market – while merchandising will be of a higher standard than in many of the Poly stores.

Shipping has undoubtedly been more complicated since Brexit – we have had to air freight Push Poppers to Spain to keep up with demand and keep stores stocked up. It has taken off just as explosively in Spain as it has in the UK.” Along with a relocation of the head office and increased investment in its Spanish website, this latest move clearly illustrates that The Entertainer is committed to strengthening its position in the Spanish market.

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News Yogi Parmar promoted to managing director of Toymaster In a statement, Toymaster chairman Chris Blatcher said he was pleased to announce that Yogi, who had been serving as joint interim managing director, had been promoted to the permanent role.

“I am sure our members, suppliers and staff will all join me in congratulating Yogi on this much deserved promotion. Yogi is a long serving, popular and much respected leader of the Toymaster Head Office Team and this promotion recognises his dedication, management skills and expertise in all things Toymaster,” he said. “Please join with me in wishing Yogi and his management team every success in the future.”

Colin Farrow, who was joint interim managing director, will continue to serve Toymaster as finance director and company secretary, and Chris thanked him for his continued support and dedication to the Group. Paul Reader will continue to support Yogi as the third executive director and Toymaster’s marketing director.

Just Play Products LLC announces opening of UK subsidiary from January 2022 Just Play has announced the creation of its first European subsidiary based in the UK, which it says will support its continued European growth and expansion.

The company has grown consistently for over 11 years and now ranks as one of the leading companies in North America. In addition, Just Play benefits from global business hubs in Florida, Pennsylvania, California, Hong Kong and China, and has already established new subsidiaries in Australia and New Zealand as part of its efforts to increase its global footprint.

The new UK office and showroom are located in Henley on Thames, Oxfordshire. Just Play has already begun the process of hiring an experienced industry team to fast track the support of its business partners and optimise future growth potential.

Charlie Emby, co- founder of Just Play, commented: “We are so pleased to be announcing a pivotal business development for our company and look forward to working with the retail partners and licensors we know, as well as new partners, to optimise our business performance in the UK, Ireland and EMEA region. We are thankful to the Flair PLC team, which has professionally represented our brands over the last five years, and we are also grateful to Simon Hedge and his team for their hard work.”

Simon Hedge, MD Flair PLC, added: “We wish Just Play great success in its new venture; it has been a pleasure to work with the team there for the past five years. We will be working closely together to ensure a seamless handover of the business, and will ensure the UK trade is fully supported through the end of 2021.”

More announcements regarding Just Play’s new UK subsidiary will follow in the weeks ahead.

Character Group unveils £6.1m profit for the first half as turnover increases by 44% The Character Group has published its results for the half-year ending 28th February 2021. Turnover for the period increased by 44% to £74.5m, with an underlying profit before tax of £6.1m.

The performance is attributed to the company’s strong portfolio of brands, with growth expected to continue through the second half of the financial year. Highlights include Goo Jit Zu, which is penetrating all major international markets, with distribution already achieved in more than 40 countries. The Character Group’s other major brands (Peppa Pig, Pokémon, Little Live Pets, Shimmer ‘n Sparkle InstaGlam, Stretch Armstrong, Fireman Sam, Scooby Doo) are also exceeding expectations.

In addition, there has been a focus on developing a sustainable, eco-friendly range of products across numerous brands with the new World of Licensed Wood range, which now includes a comprehensive selection of figures, vehicles and playsets.

Licences currently within the range include Peppa Pig, Disney Princess and Fireman Sam. There is also an Eco-Plush multilicenced collection, which Character says is being enthusiastically embraced by retailers and consumers alike.

Another key development has been the partnership with Moonbug Entertainment and the creation of a master toy line for the new pre-school property My Magic Pet Morphle, which will be launching later in the year.

The statement issued by the Group also detailed its outlook for the second-half of the financial year: “In the shorter term there are challenges, with the underlying delays at ports, shipping shortages and opportunistic pricing on freight rates (all principally fall-out resulting from the Covid-19 pandemic) and mounting pressure on the costs of production in China. However, with the substantial increase in Group sales in the first half, we have continued to see a strong performance from sales of our product portfolio in all our territories from the commencement of the second half of the year. This growth is forecast to continue through to and beyond Christmas 2021 and we are on target to deliver the best performance in a calendar year in the Group’s history.”

Toy World 10

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SPACE JAM: A NEW LEGACY and all related characters and elements © & ™ Warner Bros. Entertainment Inc. WB SHIELD: © & ™ WBEI. (s21)

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News Mattel unveils strong first quarter results Mattel has posted significant double digit gains in North America and EMEA, showing strong results in the company’s two largest regions.

Ynon Kreiz, Mattel’s chairman and CEO, said this was “another record quarter for the company, with truly exceptional results reflecting the success of the turnaround”.

For the first quarter of 2021, Mattel’s net sales increased by 47% as reported (46% in constant currency) versus 2020. There were significant double-digit gains in both North America and EMEA, the company’s two largest regions – EMEA year-on-year growth was 32% in constant currency.

Commenting on the strong first quarter ’21 results, Ynon Kreiz, chairman and CEO, said: “This was another record quarter for the company, with truly exceptional results reflecting the success of the turnaround, as we continue to drive transformational improvements and acceleration in our business. Following the third consecutive quarter of growing market share, we are strengthening our position as a consistent leader in the toy industry. We believe we are very well-positioned to improve profitability and accelerate topline growth in 2021 and beyond.”

Ynon added: “Even as markets gradually reopen, we remain focused on protecting the health and safety of our employees. I am proud of the outstanding performance of the entire Mattel global team and the significant progress we are making on our strategy to transform into an IP-driven, high-performing toy company. While growth this quarter was partially driven by year-over-year Covid-related comparisons, we believe our outstanding results, overall, are attributable to the strength of our brands, quality and breadth of our product, world-class supply chain, global commercial capabilities, and very effective demand creation in close collaboration with our retail partners.”

Simba Dickie Group welcomes Florian Sieber as new CEO Florian Sieber has taken up the reins at family-owned company Simba Dickie Group, after taking over from his father, Michael Sieber.

Founded in 1982 as Simba Toys with just five employees, then developing into a successful, international corporate group, the Simba Dickie Group now boasts 2,950 employees and annual sales of €715m.

In order to secure the future of the family-owned company, now in its third generation, Simba Dickie has laid the groundwork in good time and successfully prepared the transfer. Michael founded Simba Toys with his father, Fritz Sieber, in 1982, overseeing its international development, and has served as its CEO since that time. Florian was appointed his designated successor and co-CEO of the Simba Dickie Group in 2018, and has spent the last eight years as MD of the model railway manufacturer Märklin.

“Together with a dedicated team in Göppingen, Florian, has put Märklin back on track – a masterstroke, I’m very proud of him,” commented Michael. “He has grown naturally into his new and responsible role at the Simba Dickie Group and is well prepared and highly motivated. I trust that with his knowledge and the perspectives of a new generation, he’ll be able to lead our family business successfully into the future.”

Michael retired from his role as CEO at the end of the Simba Dickie Group’s business year in April but will continue to lend his wealth of experience as a partner. Florian became the new CEO of the Simba Dickie Group on 1st May, and Manfred Duschl (CFO) and Uwe Weiler (COO) also joined the Board on that date.

The timing of the transfer was chosen deliberately, as the start of the new business year also marks the 40th anniversary of Simba Toys. “Even in these currently challenging times, our Group remains stable, healthy and economically strong. These are the best conditions for me to hand the reins over to my son,” added Michael.

Schleich’s Horse Club welcomes new play sets as riders become articulated From July, Schleich’s Horse Club range will enjoy a major upgrade as the four popular characters, Hannah, Sofia, Sarah and Lisa, become fully articulated in movement. This new development will allow fans of the equine brand to create even more realistic adventures with the Lakeside girls and their beloved horses, as the articulated limbs make for much easier riding.

The Horse Club world is continuing to expand with new play sets this summer too. The Friendship Horse Tournament set sees Lisa and Sofia undertake a tricky obstacle course, and comes complete with a variety of different jumps, a podium on which to stand for the trophy presentation, a stall and bedding, and two horses and figures. Sarah’s Camping Adventure, meanwhile, lets kids harness the pony to the cart and set out for a picnic and an overnight stay in a tent. A cute cuddly toy and a squirrel add to the experience.

September sees the arrival of the Horse Adventures with Car and Trailer set. The horse trailer is suitable for transporting all Schleich horses and contains a small saddle compartment with horse tack.

Horse Club will once more be supported by a full year’s schedule of TV and digital advertising, influencer, and PR activity, keeping it front of mind with fans.

Toy World 12

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News Join the Toy Trust’s Around the World in 80 Hours fundraising event

T-Racers from Magic Box in pole position for success New 2021 launch T-Racers, from Magic Box, has achieved the top spot in Spain, becoming the best-selling toy for the month of April.

T-Racers launched in Spain in March this year, getting off to a racing start and instantly becoming a firm favourite with children due to its exciting and innovative play offering. In April, the opening price point item, Turbo Wheel, took pole position in the top 50 items ranked by value, according to NPD figures.

The completely new vehicle concept allows kids to swap parts to create their favourite cars, which they can then race. Each T-Racer is made of five different parts which can be interchanged, forming 500 possible combinations and allowing children to personalise their cars.

The range will be available in the UK from 9th July and with such a phenomenal start on the continent, plus a significant marketing plan in place to support the launch, the signs are extremely promising that the brand will have an equally positive impact on UK consumers.

Julia Cake, of Magic Box, commented: “We are very excited to launch T-Racers in the UK on 9th July. We identified a gap in the collectible mini vehicle market which could incorporate unboxing, construction and ultra-rare driven collectability, along with innovative exclusive playsets. Through in-house design, plus our extensive research, T-Racers was created – a brand new Magic Box IP, and a new way of playing with cars.”

“T-Racers is much more than a collectible, it encompasses the World of T-Racers including the story behind the brand, the driver profiles, super powers and a whole universe designed to encourage imaginative play – which we know is very important for this category,“ added Julia.

For further information, contact Magic Box Toys on 01403 251286.

Toytown opens largest store yet at Intu Merry Hill Toytown has opened the next store in its ongoing programme of expansion, with Toytown Merry Hill, the retailer’s largest destination yet, welcoming shoppers from 28th May. Alan Simpson, Toytown MD, told Toy World that Intu Merry Hill is a ‘massive, really busy centre’, and he was looking forward to a high footfall, particularly on the opening weekend. The store is located next to Primark – a store that has seen record numbers of shoppers through its doors since lockdown restrictions on retail were eased – and as well as its usual offering of the latest toys and games from leading suppliers, boasts a Babyworld nursery department, which will be fully stocked with car seats, nursery furniture, prams and more.

When asked how his business has been faring since his other stores reopened, Alan commented: “We eventually had all stores back trading on Friday when NI stores reopened. It was an absolutely mega weekend. The Bank Holiday weekend and payday helped, but our sales were nevertheless extremely pleasing. I am very positive for the next few months. Footfall will certainly level off as it becomes ‘the norm’ to have stores open again; I just hope that a level of common sense prevails to stave off a repeat of the last few months. It certainly feels great to be back doing what we do best!”

There’s still time for toy industry people to put their best foot (or wheel!) forward and enter the Toy Trust’s fundraising Around the World in 80 Hours event.

The aim of the initiative, which kicks off at 9am on Friday 11th June, is for the industry to collectively circumnavigate the globe (40,075km) in 80 hours by any non-motorised means. It is free to join in and companies signed up to take part include Vtech, The Entertainer, Hasbro, Mattel, John Adams, Generation Media, Jazwares, Rainbow Designs plus many others.

“We’re expecting to see a host of examples of the industry’s creativity and initiative, as individuals and companies get involved with fancy-dress or unusual means of transport,” Matt Jones, head of digital & Toy Trust services at the BTHA, told Toy World. “No motors are allowed, but participants can use any other means of their choosing, such as riding a tandem bike or taking part on horseback. Traditional methods including walking, running, cycling and swimming are also encouraged; in fact, all ideas for completing the task are welcomed and participants can complete distances by a mixture of disciplines over the 80-hour period.”

To take part, individuals simply need to register their name, email and company at www.toytrust.co.uk/around-the-world-in-80-hours/ and they will receive an email confirmation to join the event on exercise tracking app Strava, which is being used to help participants record their distances across the event. Participants are encouraged to set up an individual or team fundraising page via the Toy Trust’s Around the World in 80 Hours campaign.

For more information, contact Matt@btha.co.uk.

James Triptree launches toys2market After James Triptree’s previous business, Sales Partnership, fell into administration last year, he maintained his long term family connections with the toy industry, and he is now re-launching with a new company: toys2market. With over 25 years of industry experience, James has built up extensive expertise in sourcing and selling toys into UK retail and e-tail markets.

Based in the UK, toys2market will provide a broad range of services to toy and games manufacturers and suppliers. James is planning to work with both British and European suppliers who seek representation within the UK. Other services offered by toys2market will include overseeing national and key accounts. This will be done via a network of agents, which means the company can cover the general trade as a whole.

James told Toy World that, with an ever changing retail landscape, the advantage to toy and games suppliers of using toys2market is that they will have a single point of contact for the placement of ranges into both national and independent retailers, making the process streamlined and more efficient.

The new company website is now live and interested parties seeking more information can visit www.toys2market.com toys2market can also be contacted by email on info@toys2market.com, or by ringing 07747 024391.

Toy World 14

News Board games veterans launch All About Games consultancy Three Asmodee veterans have opened a new and unique consulting company for the board games/tabletop industry: All About Games.

The founders, Carol Rapp, Cedric Delobelle and Daniel Steel, share between them more than 60 years of passion, expertise and dedication to the new wave of board and card games that have shaken up the toy industry over the last decade.

All About Games says its mission is all about helping board game companies Carol Rapp Cedric Delobelle Daniel Steel improve their impact in a growing market, developing their footprint and helping building bridges from one company to another. The company supports board games/tabletop publishers, manufacturers and distributors in their development through a wide range of services, such as advising on business development, international sales and localisation, marketing strategy and brand development. The team is also able to offer process and structure reviews, team development, training and seminars, business coaching for mid- and high-level management positions, and much more.

Carol has been working in the industry for 20 years, and recently stepped down as international operational marketing director for Asmodee Group. “It is a pleasure to start this company with two people I highly value. Together we will build something great and do what we are best at: help other people and their companies,” she said.

Daniel has been part of the board games/tabletop industry for more than 30 years, and at the end of 2018, he retired from Asmodee Group where he was head of European distribution. Cedric has been in the industry for more than 10 years and was in charge of international sales at Esdevium (now Asmodee UK) before moving to Fantasy Flight to handle the co-ordination of its sales/publishing in Europe. For the last two years, he has been working as a consultant.

All About Games headquarters is located in the UK, with Cedric and Daniel managing business there, while Carol operates an office based in Germany.

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News Global chips shortage causes concern for toy community A growing number of manufacturers around the world are having trouble securing supplies of semiconductors, delaying the production and delivery of goods and threatening to push up the prices paid by consumers.

Several factors are driving the shortage, which was initially concentrated in the automotive industry. The first is the coronavirus pandemic, which disrupted supply chains and changed consumer shopping patterns. Tech companies, whose products were boosted by lockdown living, snapped up as many chips as they could, leading to shortages in other industries. Other factors, such as US government sanctions on Chinese technology companies and extreme weather, have also contributed to the shortage.

The computer chips which are in highest demand are not particularly sophisticated or expensive. However, they are crucial components used in many different consumer products, including toys. With the bulk of chip production concentrated in a handful of suppliers, analysts warn that the shortage is likely to last throughout 2021, and with 91% of chip manufacturing based in Asia, mostly in Taiwan and South Korea, expanding production capacity can take over a year of tooling up and testing.

According to Goldman Sachs, 169 US industries embed semiconductors in their products. The bank is forecasting a 20% average shortfall of computer chips among affected industries, with some of the components used to make chips in short supply until at least this autumn and possibly into 2022. For consumers, the chip shortages may well lead to an increase in the price of goods.

Toy World has already heard of some toy products which have had to be modified, with chips needing to be removed in some cases, after concerns over delays of anything up to 20 weeks. Unfortunately, it seems likely that toy companies will be at the back of the queue for chips, behind tech giants like Apple and Samsung and car manufacturers – partly because they can’t compete on price and partly because they lack their collective clout when it comes to securing supplies.

New edition of Asmofair to take place in June Following the huge success of its previous run in January, Asmodee, in partnership with sister company Coiledspring Games, has announced a fourth edition of its pioneering virtual trade show, AsmoFair, to run from 6th-11th June.

AsmoFair became one of the first toy industry events of its kind in 2020 when the pandemic forced the abandonment of in-person shows. The initiative took things up a level with its biggest edition so far in January of this year, thanks to the introduction of a virtual walkthrough tour of a fully built show stand.

“We were delighted by the overwhelmingly positive response to the January edition of AsmoFair,” commented Anil Boodhoo, national channel director at Asmodee UK. “Our team has come together to create an experience that really is the next-best thing to attending a trade show in person, and we’re excited to step things up once again to give retailers a valuable first look at some unmissable products.”

As in previous editions of the show, visitors to the June edition can head to asmofair. co.uk to book meetings with Asmodee’s sales team for a guided tour through the stand. Among the major new lines, they will see is a range of licensed Dobble editions spotlighting some of the world’s biggest football clubs, including Manchester City and Chelsea, with more club licences soon to be announced.

With the Pokémon Trading Card Game still performing incredibly strongly in its landmark 25th anniversary year, attendees will also be shown the upcoming Sword & Shield – Chilling Reign expansion, and Ansagrams - the latest hit board game from creator and BBC Radio 1 DJ Matt Edmondson.

Asmodee’s sister company, Coiledspring Games, will showcase its hero range, containing million-plus bestselling household names such as Kingdomino, Qwirkle and King of Tokyo, while 2021 also sees a modern new design for Anomia. The hero range is complemented by an extensive Schmidt jigsaw catalogue featuring licences from Disney, Schleich and Playmobil, as well as Wrebbit 3D lines including Harry Potter and Game of Thrones.

Kerrie Corrigan, general manager of Coiledspring Games, added: “We’re looking forward to reconnecting with our valued retailers. Our permanent display fixtures in the office allow us to provide the very best experience, showcasing our hero products and brand-new releases.”

A.B.Gee to distribute Spin Master ranges A.B.Gee of Ripley has announced its appointment as an official distribution partner of Spin Master, in a deal which will include brands from the company’s extensive portfolio such as Bakugan, Paw Patrol, Kinetic Sand, Meccano and many more.

“We are very excited to be bringing Spin Master into our portfolio of brands. The company is the home of so many household names that are a must have for any toy retailer,” said A.B.Gee buyer, Dave Wright. “Spin Master’s constant innovation puts it in a deserving position amongst the top manufacturers and we can already see that it will become a key partner for us in the coming years. The addition of Spin Master brands to our stable is sure to add to the incredible growth we have seen recently.”

A.B.Gee prides itself in offering a comprehensive range of indoor and outdoor toys and models from one source, and in ensuring a smooth and consistent supply chain, from sourcing through to delivery to trade accounts, all from the company’s 75,000 sq. feet head office and distribution centre in Derbyshire. As well as being official distributors for a host of top toy brands, the company also supplies its own exclusive products from a variety of categories, spanning pre-school, plush, board games and outdoor toys.

Distribution covers the whole of the UK and Ireland, with a combination of A.B.Gee’s own sales force and agent partnerships. The company says the competitive edge it offers is a result of decades of collective knowledge and industry experience, which provides the team with an on-going vision from sourcing products worldwide.

Toy World 16

for more information visit www.flairgp.co.uk/letsglowstudio

Industry Moves Wow! Stuff expands team with five new hires Wow! Stuff has made five new appointments, having consistently recruited over the last year, despite the challenges and restrictions that Covid-19 has presented.

The new team members are Ross Coffield, who joins as design co-ordinator, having previously been product development manager at Consumer Electronics company Skoog and prior to Steve Carpenter Manmit Bansal Chris Jobson Ross Coffield Teddy Edwards that senior product design engineer at Vivid; Teddy Edwards, who will take on the role of senior product designer following experience at BNC Universal; Steve Carpenter, who joins as product design engineer, bringing expertise from working at a major licensed gifts manufacturer; and Chris Jobson, who joins as product designer, following a career including spells at Toys R Us and gifts and gadgets company Thumbs Up (UK).

Manmit Bansal, who previously worked as a merchandiser’s assistant at Sainsbury’s, has also joined the Wow! Stuff internal Amazon team as a sales operation support officer, working on sales of the company’s key licensed brands.

CEO Richard North said: “When we recruit new Wow! Stuff’ers, they have to be aligned with our culture of doing ‘Wow’, our beliefs and ambitions. We treat the process as a twoway interview. It’s a bit like a Wizarding World wand that chooses its new owner; when we find someone we think fits, it’s important they feel it too.”

SES announces raft of sales agents as expansion continues SES Creative has announced the appointment of a number of sales agents across the UK and Ireland, which it says will support the company’s continued growth and expansion.

A spokesperson for the company, which specialises in arts & crafts, creative, role-play and infant toys, said: “These positions now give us excellent coverage and double down on our commitment to provide strong sales and aftersales support to all our partner retailers. As retail recovers in 2021 we are looking forward to working with our current customers and new partners. Our sales team benefits from many years of experience and is fully supported by us to ensure the highest levels of service and in store support are provided.

“We have had a fantastic response to our range this year, and our environmental focus across our product range has been well received. As the brand continues to gain traction across the UK and Ireland, these appointments will assist as we grow our customer base. We look forward to working with interested retailers.”

The agencies working with SES are: JSM Sales Agencies – areas covered: North West, North East, East Midlands, Midlands, North Wales, Scotland.

Contact Stephanie Malinowski - sm@jsmsales.co.uk / 07984 446 272 CK Agencies – area covered: South East. Contact David Neale - david@ckagencies.co.uk / 07967 440 725 or Craig Kidd Email - craig@ckagencies.co.uk Mobile: 07770 728 261 Barry Smith Agencies – area covered: Republic of Ireland and Northern Ireland. Contact Barry Smith bsmithagencies@gmail.com / 07980 652 269.

RNC Gifts – area covered: South-West. Contact Richard Clark – rncgifts@hotmail.com / 07714 429 007.

Kirsty Barr to work with Ravensburger marketing team Ravensburger has announced that toy industry PR Kirsty Barr will be working with its marketing team. She will be responsible for Consumer PR and will work across the portfolio of brands including Ravensburger blue triangle, Brio, and ThinkFun Brain and Logic Games.

Katy Fletcher, head of marketing and product development at Ravensburger, said of the appointment: “With her wealth of experience in toys, games and licensing, I am looking forward to working with Kirsty who will focus on the consumer PR for many of our new launches, and heritage products too.”

Kirsty said: “I’m truly thrilled to be joining Ravensburger UK, working with Katy and her team. Having partnered with Ravensburger on several occasions in recent years, and seeing first-hand the media’s passion for its puzzles and games, I couldn’t be happier in working with everyone to support the business in the UK as it continues to grow.”

Toy World 18

8th Wonder team continues expansion with new key account manager 8th Wonder has continued to bolster its team with a new key account manager, as the company continues to enjoy substantial growth across an expanding portfolio of licensed merchandise and own brands.

Kathryn Dowson has moved into the toy industry from the hospitality sector, and brings with her valuable experience in sales, as well as in depth knowledge of corporate social responsibility, having raised money for charities/community organisations, hosted events and been involved in fundraising.

Kathryn commented: “I’m very excited to joy the team and can’t wait to get out and about and start to meet the toy trade face to face.”

Now in its 24th year as a business, 8th Wonder has entered 2021 with a host of new licensing deals in the pipeline to support the planned growth of the business.

These include a partnership with Little Tikes in the role play market, Paddington for plush and wood, plus L.O.L. Surprise!, Minions, Jurassic World and Battersea.

Andrea Gornall, senior business and product development manager, added: “I’m delighted to welcome Kathryn. The already strong 8th Wonder portfolio has been bolstered by our new licensed ranges, widening the remit of our sales team. It’s great to see the team expand, giving the company even more opportunity to grow.”

NOW RECRUITING: Diver Phillips Associates are a specialist National recruitment consultancy dedicated to commercial recruitment within the toy industry.

With a wealth of experience in Consumer Goods & Recruitment, Diver Phillips Associates offer a wide range of recruitment solutions to both clients and candidates.

DPA are currently looking to speak with: • • • • •

Sales Directors - Nationwide Marketing Directors - Nationwide National Account Managers - Nationwide National Account Executives - Nationwide Field Sales Representatives – Nationwide

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If you would like to discuss your career options in confidence, please reach out to Kelly Diver, Managing Director at

Diver Phillips Associates - tel: 0161 543 0888. Alternatively, send your CV with the reference “Toy World Magazine” to Kelly@Diverphillipsassociates.co.uk

www.diverphillipsassociates.co.uk www.kindundjugend.com

09.–11.09.2021 INNOVATIVE INTO THE

FUTURE!

International Business Media Services Ltd. 42 Christchurch Road, Ringwood BH24 1DN, Tel. +44 1425 48 68 30 info@koelnmesse.co.uk

3 days, to Thursday Saturday!

Marketing World Mattel supports indie retailers with dynamic digital marketing campaign With lockdown now easing in key areas of the UK, Mattel is supporting the independent sector with an innovative digital marketing campaign that the company says will increase awareness of its strong brand portfolio and help drive footfall into newly reopened local independent toy retailers. The dynamic campaign launched on 4th May and will run for a couple of months.

Activated through mobile display and Spotify, the innovative campaign geo-targets adults based on their live locations and proximity to their local toy store using a mix of dynamic audio and visual creatives. The campaign is forecast to generate over 10m impressions, supporting retailers at a critical time as consumers return to the high street following the latest national lockdowns.

Michael Hick, VP and country manager for Mattel UK, explained: “We’ll continue to support all our retailers as we have done since the start Epoch making toys of the pandemic, but with the opening up of retail we wanted to support the independent has launched its first sector in particular with an innovative digital campaign. This will talk to consumers in a ever loyalty scheme for very targeted way, helping drive awareness and footfall to local toy stores which have been popular arts & crafts brand heavily impacted by store closures during the pandemic. We know how important it is to Aquabeads. The new Bonus encourage consumers back out to the high streets and precincts, as footfall is still a long Beads loyalty scheme way off what it was pre-pandemic. This innovative marketing initiative will support our aims to demonstrate the partners at this critical time.” importance of shopping Stephen Hartfield from Kids Stuff in Uckfield added: “This is such a great innovative locally and supporting campaign. I have eight Kid Stuff stores, so to be able to target each individual store with a independent retailers, bespoke campaign is amazing. Helping to get people back onto the high street and feeling and will also recognise comfortable in store, to see and feel the magic of a toy store again is really important to us, the brand’s dedicated so having a campaign like this from Mattel is very welcome indeed.” customers, rewarding them for their love of Aquabeads.

Suzie Howes, marketing manager at Epoch making toys, commented: “We’re really excited to launch our first ever loyalty programme for Aquabeads and reward customers for their enthusiasm for the brand. Arts & crafts has seen a huge rise in popularity over One of Character Options’ core brands, Mash’ems has been a mainstay of the past year, offering children hours of fun, a sense of accomplishment and the retailers’ collectibles aisle for more than a decade, and, in a demonstration of its chance to be creative. With lockdown restrictions easing, we hope this scheme commitment to both the brand and to its retail partners, Character Options kicked will maintain this momentum by encouraging further creativity and ensuring off May with a multi-media marketing drive to take the brand to another level. customers get more for their money.”

The planned activity includes dedicated TV support over the months of May, Customers can collect a sticker for each £10 spent on Aquabeads products June and July, with the campaign comprising five different rotating TV spots that instore. Once the customer has collected three stickers, they can redeem the Character says will deliver significant TVRs across satellite and terrestrial TV. loyalty card for a free Aquabeads Fantastic Starter Set (RRP £9.99) from their Power licences within the Mash’ems range will be highlighted, including Paw chosen store.

Patrol, Peppa Pig, My Little Pony, Harry Potter, Disney Frozen, Spider-Man, Toy Aquabeads offers a variety of new ranges and products for 2021. The new Day Story and more.

On The Farm Box launches autumn/winter, bringing favourite farm animals to The TV support will be followed by extensive pre-roll activity for Mash’ems, life including horses, sheepdogs, sheep, cows and pigs. targeting the kids and collectors that are spending time online. Meanwhile, other The loyalty scheme, launched in early May, has no end date. For details on activity includes TikTok placements, and social media activity across all main how retailers can opt-in and for further information, please contact sales@ channels. Mash’ems’ substantial distribution at retail will be enhanced further epochmakingtoys.com, or call 0208 049 1377. with eye-catching FSDUs ensuring ensure the brand remains front and centre on-screen as well as instore.

Mark Hunt, marketing manager at Character Options, said: “Even during lockdown we’ve seen an increase in sales for Mash’ems as we’ve introduced new licences and grown our distribution. Our Mash’ems campaign coincides with the reopening of retail, boosting the collectables category which was negatively affected during lockdown. Mash’ems is the perfect product to generate impulse sales; we have the strongest line-up in years, and with our diverse marketing campaign we are in a great position to maximise on this opportunity as footfall increases.”

Epoch introduces first ever Aquabeads loyalty scheme

Character unveils multilicence Mash’ems TV campaign

Toy World 20

Marketing World Tonies opens pop-up at Harrods department store Tonies set up a new and exclusive pop-up at the world-renowned department store Harrods’ Fourth Floor Toy Department throughout May, featuring select best-selling Tonies from its collection of over 100 characters. The pop-up included popular stories such as those of Julia Donaldson, including The Gruffalo, Room on the Broom and Stick Man, along with everyone’s favourite dragon-in-training, Zog. Offering content to entertain and educate both infants and children of up to 10 years old, the Harrods’ pop-up range also featured children’s favourite Peppa Pig, as well as a selection of Disney classics including the Lion King, The Jungle Book and Toy Story.

Accessories were also available including the carefully crafted and beautifully designed Tonie-Carriers which have enough space to hold 20 Tonies, making them the perfect add-on for families planning on travelling this summer. The carry cases are available in six eye-catching colours to match the Tonieboxes six colourways.

In April, the company announced it was adding five new Tonies to its extensive range of stories, songs and audio as it welcomed Paw Patrol, Bob the Builder, Diary of a Wimpy Kid, The Famous Five, and Mia and Me to the Tonies family.

In a statement, the company said: “Now, more than ever before, parents are searching for alternative ways to entertain, educate and inspire their children. The new Tonies will spark children’s imagination with immersive content, songs and stories – all totally screen-free. Whether parents are introducing their child to their own nostalgic stories, such as The Famous Five, or listening together to the latest blockbuster story that their child loves, like Paw Patrol, Tonies keeps little ones entertained in a way that is meaningful, enriching and, most importantly, fun.”

Opinion

How will the

Cookie Crumble?

As businesses prepare themselves for the end of 3rd party cookies, Felix highlights the need for media planning to adapt and looks at what a cookieless future might mean.

I

n January 2020, Google announced a plan to phase out and block 3rd party cookies by the end of 2022. From the start of that year, Chrome, Safari and Firefox will not be supporting cookies and this function of data collection. Media owners and businesses alike have been slowly gearing up for this and this behaviour will undoubtedly accelerate towards the end of the year. Unlike when we stepped into the unchartered waters of the introduction of GDPR with a degree of apprehension, companies are taking steps to prepare themselves for the cookieless world, and the industry is not viewing a cookieless future as a block to effective digital advertising.

Google is introducing Federated Learning of Cohorts or FLoCs to replace the use of 3rd party cookies. These work by identifying groups of user-based behaviours online and banding them together without targeting an individual. Once the user is deemed relevant to a group, they are banded in with other users based on their behaviour over the previous seven days.

This approach (although new for Google) is something that has been in play through many media owners for some time. In fact, business foundations have been built from this approach of identifying users. Semantic context targeting has been around for the last 10 years and has often been used as an additional tactic in programmatic strategy. In future, this will form a fundamental pillar of the approach and learnings surrounding search terms and page context will be paramount.

Other solutions that are independent of cookies, such as mobile ID-based targeting solutions, work

by connecting location and offline behaviours to the individual’s unique mobile identifier (which does not change throughout the lifetime of that device). These solutions circumnavigate cookies and, although not directly impacted by cookies, IOS14.5 updates will have an impact to a degree.

Partners and media owners impacted by these changes are not dissimilar to cookies and we will see a real shift in capabilities and solutions to target.

The collation of verified and approved 1st party data has been a real focus for many businesses, and this will be a powerful weapon in their artillery. There is no better validated data than that directly verified by consumers and, if brands and companies alike can harness this in a safe and responsible fashion, then the ability to connect with audiences will be enhanced. At Generation Media we are urging our client base to collate this data sooner rather than later and place a pressing importance on this. With the demise of cookies and the lack of being able to identify a user individually, verified individual consumer data is a hot currency in the digital world.

The importance of the loss of cookies cannot be understated. Many tech solutions rely on this to function and those who cannot adapt will be forced out the market. At Generation Media we are already focused on reaching children and parents in a safe and contextually relevant way so our targeting methods rarely rely too heavily on cookies in our media planning which should make for a smooth transition.

Toy World 22

Felix Lewis associate director of digital - Generation Media The 3 most important things for toy industry advertisers to keep front of mind as the cookie crumbles are: • 1st party data: we suggest harnessing as much of this as possible as this will be unique to your brands and will ensure robust targeting. We endorse leveraging your owned channels to reach their audiences as well as amplifying reach as an advisable complimentary route to paid activity.

• Relevancy: the IAB are focusing on relevancy as a key topic for 2021 and a recent study by IAS found that 80% of consumers want the ad they see to match the environment that they are in.

Therefore, paying close attention to this when forming overall digital strategy is vital.

• Content is king: as the majority of buying routes will be contextual going forward aligning the right creative with the campaign in the right environment is paramount to resonate with your audiences and drive sales.

Please get in touch to learn more about the best digital strategy for your brand.

Email felix.lewis@generationmedia.co.uk to have a virtual coffee.

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Data-driven campaigns

Licensing World Rubies unveils new licensed costume ranges Building on the popularity of The Mandalorian costume range, new Rubies accessories include an adorable Grogu (The Child) shoulder sitter, a large inflatable white and orange blaster, a slightly more compact handheld plastic blaster, and a sweet Grogu candy bowl. Demand for The Mandalorian is high; stock of the costumes sold out instantly at launch, so retailers are advised not to miss out on these new products ahead of key seasons.

A familiar face in a modernised uniform, Rubies’ latest Captain America costume is modelled on the look seen in the hit Disney+ show, The Falcon and The Winter Soldier.

The latest Captain America costume is based on Sam Wilson taking on the role and wielding the famous vibranium star and stripes shield. The costume design captures the modern look of Cap, with a striking white and blue jumpsuit, complemented by red striped secondary elements and a subtle nod to the Falcon’s past with wing designs coming off the silver star chest emblem. The costume is available in child’s S, M and L sizes, as well as adult’s STD and XL. The hype around Marvel is at an all-time high and only getting bigger, which will see costumes in huge demand for Halloween as well as year-round events.

The classic film icon Flash Gordon arrives at Rubies with the launch of a new costume featuring a muscle-padded red and black top displaying the prominent symbol of Ming the Merciless.

Rubies is also supporting major theatrical film releases this summer with Space Jam: A New Legacy, The Suicide Squad and Black Widow. More information will be revealed in future Toy World issues.

WWF and Janod partner on new eco-friendly toy range Juratoys is pleased to announce that Janod has secured an exciting collaboration with WWF, resulting in the creation of a brand-new collection bursting with stunning toys that will inspire and engage the next generation of animal and nature lovers. Having committed to a wider promise to help the planet, Janod is understandably delighted to be working alongside one of the biggest environmental organisations in the world.

More than 30 sustainably made, fun-filled toys are now available, from animal themed push-alongs to awe inspiring underwater-themed 3D jigsaws. Created using 100% eco-responsible materials, the whole collection is aimed at educating children aged 0-7 years about the importance of looking after the planet we live on. Taking its commitment to the planet one step further, Janod will donate a percentage of the proceeds from every WWF product sold to help support the actions of the NonGovernmental Organisation.

The collection includes the Forest Stacker, a wooden game that helps babies get to grips with objects specifically designed for their age. The bright colours also give them their first taste of mother nature. Created to help kids develop their motor skills and ignite their imaginations, the Push Along Rhino and Pull Along Turtle are expected to be firm favourites, while the Penguin Rocker, which is suitable for growing minds aged two and above, provides hours of fun while also teaching children about these important aquatic birds.

Hotrocks Jewellery UK unveils new fashion forward L.O.L. Surprise! collectible jewellery range Fans of MGA Entertainment’s L.O.L. Surprise! O.M.G brand can look forward to the launch of a new range of premium collectible jewellery, which hits shelves this month at retailers across the UK. The collection has been carefully designed by Lisa Andrews from Hotrocks Jewellery UK, who for over 25 years has been designing and making jewellery for various global licences as well as creating bespoke high end celebrity commissions under her own brand. For this latest launch, Lisa has created a cool and sassy range of pieces inspired by the accessories worn by the L.O.L. Surprise! O.M.G. dolls. These include a charm bracelet, charm necklace and a bag tag, all of which come with their own set of charms and crystal rondels. In addition, there are also eight individual crystal L.O.L. Surprise! O.M.G. Doll charms to collect.

Lisa has also designed an entry price point range of 30 different lines to complement the premium collection, making the L.O.L. Surprise! O.M.G. Jewellery as accessible as possible. This includes fixed charm necklaces and bracelets as well as earrings and hair clic clacs.

Lisa commented: “The Outrageous Millennial Girls offer so much excitement, coolness and diversity to the marketplace that I wanted to design a range of jewellery to reflect these qualities. I wanted L.O.L. Surprise! O.M.G. fans to be able to emulate the impeccable style and sass of their doll idols with my new collection. It was also important to me that the style and quality of the jewellery had longevity. I want it to stay relevant to the wearer over time and become a jewellery box staple.”

The new collections will be available from this month both in store and online as well as across social media.

The packaging offers the essential on-brand ‘surprise’ element for fans to enjoy, with the jewellery hidden inside a pop open ball. The contents are complemented by wrapping paper, a collectible leaflet presenting the jewellery range, and confetti, all encased in a hangable foil L.O.L Surprise! O.M.G. branded pouch.

For more information, please contact Martin Andrews: martin@hotrocks.uk.com.

Toy World 24

th

Licensing World Lisle Licensing to oversee UK licensing programme for preschool animation Milo Milo has arrived on Channel 5’s Milkshake! in a prime TX slot, airing weekdays at 8am, with Lisle Licensing set to oversee the UK licensing programme for consumer products.

Milo, an adventurous five-year-old cat, enjoys using role-play to explore and learn about the wide world of vocations with his best friends, Lofty and Lark. Already a successful published character in more than 20 countries with over 30 Milo books, and a pitch winner at MIP Junior in 2018, the inquisitive cat and his pals have been brought to life as a TV series by producers Fourth Wall Animation in association with Planeta Junior. The 52 x11’ colourful series is produced with the support of the BFI’s Young Audience Content Fund.

Commissioned by Channel 5 for Milkshake! as the exclusive UK broadcast partner, the series will have strong visibility from early summer and feature on the official Milkshake! YouTube channel. The UK licensing programme, driven by Lisle Licensing, includes an initial focus on publishing, as well as securing a toy partner for launch in early 2022. This will be followed by secondary toy lines, apparel, accessories, gifting and home textiles.

Lisle also continues to support Masha and The Bear. The popular animation has been entertaining families around the globe for nearly 12 years. In the UK, it currently ranks as the 4th most watch pre-school show, while data suggests the show holds the No. 2 position after Sponge Bob as the most popular animated show globally.

Six years on from its UK launch, the brand continues to have a robust presence in toys and apparel and a roster of licensees which not only remains strong but continues to grow; bags, publishing and dress-up are all due to launch in 2021. Lisle Licensing is also keen to secure new partners in the outdoor toys, wheeled toys, wooden toys and arts & craft categories in 2021, which would ensure that Masha and The Bear boasts a broad consumer offering for its numerous young fans.w

Playmobil unveils two new Back to the Future sets The first Playmobil DeLorean Time Machine was launched in 2020, when the iconic time-travelling car from Back to the Future in a miniature format generated a great deal of hype. Now, the success story is set to continue with two new, exclusive sets.

Playmobil has introduced the Back to the Future Part II Chase with Hoverboard, enabling fans to recreate the one of the most memorable chases in film history. The Hoverboard Chase comes with the protagonists in ‘futuristic’ outfits from 2015 plus the Mr. Fusion Reactor, and can be used to expand the DeLorean Time Machine set. Detailed accessories such as the Jaws 19 film poster are sure to conjure up a nostalgic smile on fans’ faces, and a collectible postcard with a lenticular effect is also included.

Marty’s Pick-Up Truck is also set to bring back memories, as fans recreate the end of the first film in the legendary trilogy, which sees Marty McFly setting off on a weekend trip with girlfriend Jennifer, in his brandnew pick-up truck, newly waxed and polished by Biff Tannen, before Doc Brown takes Marty and Jennifer with him into the future. This set also includes an exclusive collectible postcard.

Tonies adds Bob the Builder, Paw Patrol and more to range Tonies has added five new Tonies to its extensive range of stories, songs and audio as it welcomes Paw Patrol, Bob the Builder, Diary of a Wimpy Kid, The Famous Five, and Mia and Me to the Tonies family.

In a statement, the company said: “Now, more than ever before, parents are searching for alternative ways to entertain, educate and inspire their children. The new Tonies will spark children’s imagination with immersive content, songs and stories – all totally screen-free. Whether parents are introducing their child to their own nostalgic stories, such as The Famous Five, or listening together to the latest blockbuster story that their child loves, like Paw Patrol, Tonies keeps little ones entertained in a way that is meaningful, enriching and, most importantly, fun.”

The Tonies and Tonieboxes operate through a wireless digital system which connects to an NFC chip within each Tonie using Wi-Fi. Each Tonie is also beautifully hand painted, making them desirable and collectable for kids.

Toy World 26

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NPD Insight

Making a fortune Moneeba looks at the resilient Arts & Crafts category, which has proved especially popular during the lockdown periods of the pandemic and is looking set for another strong year in ’21.

I

n 2020, Arts & Crafts was one of four categories showing double digit growth, finishing the year with a value of £116m and growing by +13% vs.

2019. This growth, which was largely driven by the lockdown months at the beginning of 2020, has slowed down very slightly this year with the YTD April-21 value trend for the supercategory now -1% vs. 2020.

However, when measuring the success of Arts & Crafts against pre-covid (YTD Apr-19), the supercategory is in a much better position than it was back then, with a trend of +13% vs. 2 years ago. So far, the category has grown each month in 2021 vs. 2019. With Reusable Compounds in growth and selling more units than they did last year and Sculpture Kits & Supplies also in double digit growth, there is lots to feel positive about. It has clearly proven to be a consumer favourite not just during the various lockdowns, but also outside of them as well. With a healthy value of £24.5m so far this year, why is it that consumers are buying more and more arts and crafts?

One of the most attractive things about this category is that it continues to innovate. With some really exciting new brands such as Lego Dots, Lego Art, Kinetic Sand and new extensions of traditional favourites like Playdoh, new items have added over +£3.8m in terms of value and sold 336k units. Craft Kits has seen Lego Dots take the category by storm with Dots Secret Boxes as the No.1 item in the subclass, selling over 17k units so far this year at an average price of £11.93. In fact, the top 4 items in this subclass are all new and have shot up into the top 10 with only four months of data so far this year. With new items accounting for 16% of the total YTD April-21

value, newness continues to be crucial for driving this category’s growth.

It is also worth mentioning the importance of classics brands in the supercategory. In Toys overall, we saw consumers shop for brands which they were familiar with in 2020, driven to an extent changes to the shopping experience in a Covid world. This trend has been echoed by the Arts & Crafts supercategory. For example, in the Reusable Compounds subclass, Playdoh has over half of the share with a total value of £4.1m YTD April 21. In fact, the most popular item with the Arts & Crafts consumer is the Play-Doh Classic Colours Theme Assortment, which ranks at No.1 in the total supercategory and has grown by +16%. Selling at £3.40 on average, this item has sold over 203k units and alone accounts for 3% of the total supercategory share. Outside of Playdoh, Vivid’s Crayola and Epoch’s Aquabeads are the number two and three ranked properties in the supercategory share, whilst So Slime DIY from Canal Toys is showing double digit growth.

Moneeba Baloch

Account Manager, UK Toys, Euro Toys

has grown by+12%, accounting for over a third of the total supercategory share. Some of the key SKUs driving this growth have been Spin Master’s Kinetic Sand Rainbow Mix Set, Play Monster’s Unicorn Charm Jewellery and Epoch’s Aquabeads Starter Pack.

The last twelve months has shown that Arts & Crafts Arts & Crafts Categories

The value growth verses 2019 YTD has also been driven by April 2021 vs. 2019 the fact that Arts and Crafts average price has increased.

A&C Share £% by subclass It was £5.90 in 2019 and has grown by +8% so far this year, with the average price now £6.36. The £50+ price point 50.0 40.0 30.0 20.0 10.0 has grown by triple digits YTD Apri-21 and now accounts for 3% of the total supercategory, with a value of over £750k. The growth in this price point is largely driven by the Lego Art brand, especially the Lego Art Beatles Set 4 Pictures, which has sold over 2000 units, at an average price point of £76.49. However, the key price point in this area is £5 - £9.99 which, versus the same period in 2019,

Arts & Crafts Categories

is a key category which allows parents and kids to spend time together and create something that can enjoyed Sterling Percent Change % later. Even with Covid restrictions continuing to be Vs. 2019 relaxed and more experiences available to families, it 0 5 10 15 20 25 0.0 doesn’t necessarily mean that families will fall back into Craft Kits having less time at home to play and create. This category Reusable Compounds has been resilient, and we’ve seen more and more toy Mechanical/Digital Design manufacturers enter this area with great innovation and Sculpture Kits/ Supplies competitive pricing. Arts & Crafts will be a key driver+++ in(+275%) Paint Ki ts the toy market healthy and growing for 2021. keeping Powered Appliance & Food Mix

Source: The NPD Group | Retail Tracking Service Projected & Adjusted | UK | YTD Apr-21 *Sculpture Kits/Supplies grew by +275% vs. 2019

The NPD Group, Inc. | Proprietary and confidential

1

YTD April 2021 vs. 2019

Sterling Percent Change % Vs. 2019

A&C Share £% by subclass 50.0

40.0

30.0

20.0

10.0

0

0.0

5

10

15

20

25

Craft Kits Reusable Compounds Mechanical/Digital Design Sculpture Kits/ Supplies

+++ (+275%)

Paint Ki ts Powered Appliance & Food Mix

Toy World 28 Source: The NPD Group | Retail Tracking Service Projected & Adjusted | UK | YTD Apr-21 *Sculpture Kits/Supplies grew by +275% vs. 2019

To monitor what’s happening in the ever-changing toy market, NPD 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.npd.com. Follow NPD on Twitter @npdgroup.

Item Progression:

Item Description

March 2021

April 2021

Swingball All Surface Asst

70

3

Mookie’s Swingball All Surface was a hero item this month, climbing 67 places and ranking as the No.3 item in the total market. With the help of some great weather at the beginning of the month, this item has tripled its sales with a value of £387k for the month of April alone. Selling over 13k units at an average price of £29.46, this item has been flying off the shelves. It sold so fast that the value velocity increased by triple digits and distribution increased by 16 percentage points to 73% weighted distribution. Sport Activities & Games was very popular last year - with the help of children being homeYTD and great weather, April 2021we saw this category flourish.

Fastest Growing Licences

Fastest Gaining Licences

Fastest Growing Licences - YTD April 2021 The month of April 2021 has shown phenomenal growth with licensed toys growing by nearly a third. As a result, so far this year, Licensing has grown by +20% YTD April-21. With the average price for licensed toys increasing by +10%, units have also increased by +10% YOY, selling 16k so far this year. Harry Potter continues to see success as the number one licence in the market and the third fastest growing licence, adding +£2.6m. The Mandalorian is the fastest growing licence so far this year, following the success of the tv show on Disney+. It adds +£3.6m to the toy market generated by lines from Mattel, Lego and Hasbro.

The Mandalorian

£0.5

£1.0

£1.5

YTD April 2021

European Soccer International National Soccer Club Monster Jam Marvel Other Peppa Pig

£2.5

£3.0

£3.5

£4.0

Millions

Harry Potter

National Geographic

£2.0

Fastest Gaining Licences

Super Mario Brothers

Minecraft

Millions

Fastest Growing Licences

£0.0

£0.0

£0.5

£1.0

£1.5

£2.0

£2.5

£3.0

£3.5

£4.0

The Mandalorian Super Mario Brothers Harry Potter Minecraft National Geographic European Soccer International National Soccer Club Monster Jam Marvel Other Peppa Pig

Source: The NPD Group | Retail Tracking Service | YTD Apr-21

The NPD Group, Inc. | Proprietary and confidential

Source: The NPD Group | Retail Tracking Service | YTD Apr-21 1

The NPD Group, Inc. | Proprietary and confidential It’s not just TV or movie licences which are seeing growth this year. Another licence which is performing exceptionally well is Super Mario Brothers which has added +£2.9m to the market. With Lego as master toy licensee, the gaming brand has managed to sell 262k units. We’ve also seen YouTube licences coming into the market with CoComelon the No.1 new licence for this year, with a value of £761k. Other YouTube licences launching into the market include FGTeeV and Love Diana.

With cinemas re-opening, YouTube and SVOD continuing to do well, plus blockbuster releases such as Space Jam: A New Legacy, Ghostbusters: After Life and Spider-Man: No Way Home on the horizon, it’s looking like another growth year for licensed toys.

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Talking Shop

Just popping to

the toyshop Toyshops in Scotland and Ireland have now joined those in England, Wales and Northern Ireland in reopening. Retailers delighted to see customers back interacting with toys, making choices and asking for advice spoke to Sam Giltrow about their latest experiences.

Ian Melville - Bright Star Toys, Linlithgow

I

t’s great to be back open again and it has been very busy, which is really encouraging. It’s also nice to see some familiar faces back in the shop again, and especially good to see children returning. There has been a lot of saving of pocket money, birthday and Christmas money and vouchers, and everybody seems very confident coming back in. The biggest issue, from my point of view, is having to limit the amount of people coming in at one time, as we are a small shop, and it does mean we have had queues outside. On weekdays it doesn’t make much difference, but it’s much busier on Saturdays, and on Friday afternoons as the schools here close at lunchtime on Fridays.

The uptick in business has also been driven by current crazes. We are finding great demand for anything related to fidget toys - Pushpoppers and anything squishy are selling really well. We quickly realised just how popular the craze was and have been trying constantly to get the right kind of stock in, but this has been a bit of a challenge, as there’s not a lot of stock out there. I got a delivery of Pushpoppers from HGL over lockdown and they were ticking over nicely, but as soon as we opened, they all sold very quickly and have been out of stock since. However, I’ve been able to get similar ones after scouting round various suppliers.

The fidget craze is being driven by social media, and TikTok in particular; I think it’s just a nice outlet for kids to forget about things and focus on something tactile and silly – a welcome distraction. The kids are watching videos and making their own videos and talking about it with their friends. We’ve always had crazes, but I’ve a funny feeling this fidget craze will last longer because it’s not being driven solely by the playground; it’s being driven by social media.

Pokémon has always been a huge seller and the

brand has just exploded again. Luckily, I‘ve been able to build up my range and I’m happy to say I’ve got quite a healthy stock of Pokémon at the moment.

We’re about to install a Pokémon window display, to make a real feature of it. I think the current popularity has been driven by kids watching packs of cards being opened on social media, as well as a lot of older collectors returning to the brand.

We are still selling lots of jigsaw puzzles and Orchard Toys. Games in general has been a little bit quieter, but that is to be expected at this time of year, especially now people have other things to do and places to go.

Because this year will all be about staycations, we have expanded our outdoor toy range quite significantly and have lots of water guns, blasters, kites and Swingball sets. We stock a selection of items from TKC, which supplies us with the Waboba range – the Moon Balls have always sold really well but recently we’ve also seen strong sales from the Waboba Heads range, especially the Flying Silicone Discs and Gliding Heads.

In terms of Arts & Crafts, I recently placed a large top-up order for Hama Beads from DKL, as the range has seen quite a resurgence, as well as Galt kits around the £6 price point. Another range which has been selling really well is the Eugy range from Brainstorm – it has been fantastic.

I have been trying to expand our offering in the Kidult category and managed to get some of the Masters of the Universe figures from Mattel, which have been very popular. I’ve also made a conscious decision to stock more retro lines, such as Star Wars and the Playmobil Back to the Future range. We love retro toys as they engage the parents. I think everybody is crying out for a bit of nostalgia and these sorts of retro lines mean the Kidult category will continue to grow even bigger.

toyworld toy world The business magazine with a passion for toys

One good thing to come out of the pandemic has been our website, which we created in the first lockdown last year. Although we weren’t able to offer click and collect here until very late on, we were able to offer local deliveries, and the support we received was amazing. We are keeping the website going and are still getting orders, though people now seem to prefer to come in. However, it’s encouraging to see that many people are almost using the website as a catalogue, before coming in to buy.

Toy World is always keen to hear from independent retailers, large and small.

If you are interested in taking part in a future Talking Shop feature, contact:

sam@toyworldmag.co.uk or call 01442 502 406.

Toy World 31

Talking Shop Alison Bowen - Toys ‘n’ Things, Cardiff selling lots of jigsaw puzzles, with Ravensburger very popular for adults and character licensed puzzles such as Peppa Pig and Thomas the Tank Engine selling best for children. We also saw high demand for arts & crafts products such as moulding sets, face paints and science-based kits for children. A lot of parents working from home wanted their kids to have activities to keep them occupied, which they could do unsupervised. The Kids Create range from IG Design has sold especially well, as the products are low cost and popular among children. Colouring pens were also a big hit, and we sold lots of chalks during the first lockdown, when the weather was good and kids could chalk outdoors.

We have seen strong sales for infant toys recently, which is new for us. Before the refurbishment, the section was at the back of the shop, but we have now moved it to the front of the store, where it has been selling much better. It’s a bright, colourful display and I’m not sure whether more people are seeing it or if it’s because of the baby boom we are hearing about.

Brands which have been doing well include Fisher Price, Tomy and Lamaze.

T

he shop was very busy when we first reopened, but now it has quietened down a bit. You can’t really predict the footfall each day, as every day is different. It was manic when the kids first came in and had all their saved-up pocket and birthday money to spend, and that was lovely to see. We are still busy at weekends when it is pocket money day. Now hospitality has opened up indoors again, we are hoping this will improve things and business will pick up even more.

We didn’t have an online presence during the lockdown, but are currently building a new website,

so we are prepared in case it happens again. Over the last few months, we used the time to refurbish the shop and give it a new look. We cleaned and painted, put down new flooring and rearranged all the shelves, and we’re very pleased with the results. Since reopening, it’s worked brilliantly. We have a new one-way system which I think we will keep in place, even when the restrictions end, as it works so well.

Since we have reopened, we have been doing good business across our all ranges, but Lego has been the most popular, particularly the Ninjago, Technic and Star Wars sets. Between the lockdowns we were

Overall, the shop is now fully stocked for the summer, and we are anticipating a lot of families staying at home this year and looking for things for kids to do during the school holidays. We have just created an eye-catching summer window display to encourage them. With an offering including paddling pools, bouncy balls, flying rings, water pistols and outdoor games, as long as the weather is good, I am sure we will sell lots of those. Footballs are the best seller for us in term of outdoor toys: we are only five minutes from Roath Park, so the children take them straight over to the park to play with.

We always look forward to school holidays when the kids are able to come into the shop themselves. The 9–10-year-olds like to come in without their parents to have a browse and spend their pocket money, and I’m pleased they are able to do that again. We are quite confident about the rest of the year, and I believe it can only get better.

Wayne Kincaid - Plaza Toymaster, Llantwit Major

B

usiness has been good for us since we have been able to reopen here in Wales and it’s great to see all our customers coming back in, especially the children. We have lots of change in the till as the kids are bringing in all their saved-up pocket money. The first couple of weeks were extremely busy but footfall is now steady again and the spend has been good. Following the previous lockdown, we set up an online shop which went live in November, so we still had a presence when the shop closed just before Christmas.

Spending in the online store has been across all departments, with games and science-based toys selling particularly well. Now that children are coming back in store, it’s the lower priced nik-naks that they are asking for. All types of pushpoppers are still doing well, along with any pocket money items related to the current fidget trend, such as spinners. Squishmallows are still in very high demand too and would be doing even better if we could get hold of more. When I placed my last order, I was told it would at least a month before I’m likely to see any stock. When we were in lockdown and selling online, it was hard to get a handle on what was popular, but Squishmallows has stood out as a

consistent seller.

Last summer, sales of jigsaw puzzles were amazing, but this seems to have levelled off now. For this summer, we have been buying normally and sticking to what traditionally performs well at this time of year; we carry a big summer range as we are quite close to the beach, and also have toys suitable for the garden. In terms of other ranges, because we carried a lot of stock over from Christmas, I plan to sell through that over the next few months and am concentrating on thinking ahead to Q4 this year for new stock.

slightly up, so for the time being we are happy with how things are going. Orders for the online shop have dropped off a bit now we are back open but will still bring in some additional revenue.

We are now looking forward to the summer, and a stretch of good weather would be nice. We are trading

All in all, we are very happy to be back open and our customers tell us that they are too.

Toy World 32

indie viewpoint Brendan Will Wills Toy Shop, Aberdeen

T

hroughout lockdown, we have been in a unique situation as we also host a Post Office, so we have been allowed to trade throughout. We’ve probably been busier than ever – I guess we have been taking business from elsewhere. When we first opened, some parents were protecting their kids and keeping them at home. A few weeks further on, the kids are starting to come more - and spending money they have saved up from Christmas and birthdays.

Mark Buschhaus and Stephen Barnes Toy Barnhaus

It’s the little things…

I

t is now over a month since we re-opened again, and we really have settled back into it; the closure already feels like a distant memory. Since we have opened, we have been delighted with trade overall. It has returned a lot more quickly than after previous lockdowns; customers seem perfectly comfortable coming out shopping and are keen to do so. Our branches are situated in shopping centres and until recently, the cafes had not been able to offer sit in service. Now that they are fully open again, that will help further, as shoppers can make visiting the centre more of a trip.

One of the biggest drivers of the sales recently has been the huge demand for low value items. We mentioned in our previous column that pushpoppers had started well, and they have continued to sell phenomenally well. This is the first proper craze we have had since squishies, which was about three years ago now, and it is exactly what the trade needs. On top of this, we have also been selling large quantities of the reversible plush octopus, which we get from Zappies. We started getting asked for these a while ago and since we received our delivery, they have been just as popular as pushpoppers.

It’s another low-priced line that is not really suitable for online, but demand is driving people into our stores and it has revived the whole pocket money area. Anything fidgetrelated is selling well. We are seeing kids ask for fidget spinners again, and anything squeezable or tactile is also proving very popular. As usual, it’s very hard to predict how long this craze will last, but it is great to have some new items to get behind, and really build some sales momentum going forward.

Hobbies, collectibles and jigsaws have been the big sellers – in jigsaws, we’ve seen strong sales of all the Ravensburger and Gibsons titles. High end teddy bears have also been popular, while Pokémon has been massive for us this year.

There’s been a surge in anything art & crafts, and one of the biggest sellers has been chalk. We couldn’t get hold of it, as it was sold out everywhere.

Particularly during the first lockdown, it seemed that everyone was using it for pavements.

In terms of the next few months, many families will be staying at home instead of going on holiday and looking for more things to do. As we have the Post Office, we get a feel for what folk are doing and where they are going - at the moment, no one has been buying foreign currency.

For those planning staycations, we have a great games selection for rainy days. We have been selling a wide variety of games during lockdown, and Big Potato’s P is for Pizza and Colourbrain have been standout successes, probably because they are really easy to demo and explain.

Overall, business has been ticking along nicely, and we are optimistic that we will have a good rest of the year. Even if we have rubbish weather this summer, people will need plenty to keep them occupied. We had snow only recently, so who knows?

Now that things are getting back to being a bit more normal, we are starting to play catch up with all our suppliers. We have seen very little spring/summer product so far and have of course missed going to the Toymaster show and looking at stock for Christmas, so there is a lot of work to be done. We started the process of catching up with new lines in mid-May and have also begun to look at autumn/winter ranges, which is ongoing. It is good to get back into it all, but with no physical toy shows happening, there are only so many PowerPoint presentations of products we can look at before the mind starts to switch off.

An area of the toy market that is growing, and that has certainly benefitted us, is the kidult market. The past year has increased demand, as everyone was looking for things to do, but there was already significant demand beforehand. I would estimate that around a third of our Lego sales are to adults, and that figure is growing. It’s an area of increased focus for Lego, and more sets are being made available to the general market, so by stocking these lines, we bring customers into store who may not have come in previously. These customers tend to know exactly what they want, but if you build up a good relationship with them, and make sure you have the latest lines in, it is a great avenue to grow sales with a different audience.

Outdoor toys have been in high demand due to people staying at home and enjoying their gardens, and our sales of wheeled toys have definitely benefitted from this. Scooters and ride-ons are our best sellers, with the Nebulus range from Grossman and the licensed ranges from MV both performing very well. Dolu also has a great selection of wheeled toys, and our bestseller is the My First Moto range, giving kids a first try at riding a motorcycle. Dolu’s entry level trikes and ride-ons are also very popular. At the other end of the age-range, scooters are still extremely popular with older kids, and there is strong potential for add-on sales with the accessories too.

Toy World 34

LEGO and the LEGO logo are trademarks of the LEGO Group. ©2021 The LEGO Group.

CrEaTe YoUr oWn DeSiGnS

Opinion

Prepping for the holidays

Letter from America

F

irstly, let me welcome back all the indies in the UK and surrounding areas after having been in lockdown for a lot longer than us. We are happy for you and trust the reception to reopening has been a resounding positive, as it has been in the States. I wish you all the best as we face the second half of 2021.

The time has come, once again, to make bets on this year’s holiday season, when in excess of 40% of toy sales traditionally take place over the months of November and December. But will the 2021 season be different? The answer is yes! It has to be when you consider the following: 1. This year will be a post-Covid holiday, and (hopefully) indies will be open for in-store traffic at full capacity.

2. Product availability is facing challenges. Everyone should now be aware of how backed up and chaotic the supply chain is. It’s an ongoing struggle (and increasingly expensive) to ship goods to international destinations.

3. Domestic distribution challenges are compounding the above, as manufacturers’ stock availability is patchy, and deliveries are taking much longer to arrive - and at higher costs.

4. The Amazon/online effect needs to be taken into account, as the pandemic has meant even more consumers switching purchases of larger items to home delivery.

In any year, it is hard enough to select the right products, sizes, colours and styles for the holidays six months out, and this year we will face the additional challenges mentioned above. These issues have caused us to review our promotional strategy, for fear product may not be available, which runs the risk of disappointing and alienating our customer base. But final decisions on stock must be made soon.

At Learning Express, our holiday season prep is a process that goes something like this:

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 opened nine more stores. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion

1. Between Jan-April, products, trends and vendors to partner with for the upcoming season are identified. for the toy retail space. In this month’s column, 2. We provide detailed info, pictures and videos on all new items to our store owners, so everyone has a good idea Rick explains why early planning for the festive of the new products. Voting takes place by category – all our store owners have a say in what will be presented. season is more important than ever this year.

3. In late May, products and ranges are selected. Some space is left open in hot categories for late additions. This has become more prevalent as new products are introduced – or discovered - throughout the year. Terms, discounts and freight deals are locked in.

4. From early- to mid-June, zoom calls are held by our vendor partners to explain more about their products and any new items that we need to be aware of.

5. In late June, all orders are placed with vendors. Many are staggered over several months to control inventory levels and cash flow.

6. From July to September, digital and print promotional assets are completed and ready to share with store owners. Many are a combined effort between vendor and retailer. Training materials are also updated and transmitted to stores.

7. Then from October forwards, we are ready to rock n roll for the holidays.

A big question mark this year is whether the current “Squidget” trend (Squishmallows and fidgets) will continue and at what level. Will these crazes crash or have a soft landing? We just don’t know, but our best guess at the time of writing is a ‘soft landing’ for fidgets, meaning there will still be demand, just not at current fad rates.

Squishmallows, on the other hand, have been constrained by supply to indies. I believe the reopening of amusement parks this spring has stretched supply versus last year.

Indies received smoother supplies in 2020 when most parks and amusement attractions were closed. However, we believe that Kelly Toy will increase supply for later in the year and Squishmallows will be a dominant trend this holiday season, especially the seasonal plush.

Regardless, we know that speed, agility and spotting the latest trends affecting kids will be of paramount importance to reaping a successful season. As long as we are aware of the challenges we must face, I am confident that 2021 will go down in history as one of the best indie toy years in history - guaranteed.

Good luck to all.

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

Toy World 36

Company Profile

with a Import Services smile Import Services is opening its new £24m distribution hub, which promises to tune-up domestic and international supply chains. Toy World spoke to Mike Thomas, client services director, about the new Southampton hub, what it offers Import Services’ clients, and how it will help mitigate current pressures on shipping.

A lot has happened since we last spoke, Mike, not least Covid-19 and Brexit. How has Import Services been faring?

Our teams were amazing during the pandemic.

Those of us who could were able to work from home and our operational teams didn’t miss a single day’s activity. It has been a truly uplifting experience to be part of such an incredible group of people. As the markets reopened with a surge in Q4 last year, we processed the highest volume throughput in Import Services’ history despite CV-19 restrictions to our normal working practices. Our proven ability to feed Amazon successfully was also key to this transformational year.

While the pandemic was challenging enough, then came Brexit. Many of our clients serve customers in Continental Europe and the ROI, as well as the UK, so this was another adventure.

Three years ago, we asked ourselves how Import Services could keep supply chains open to Europe after Brexit. To answer that question, we forged a relationship with EDCR (European Distribution Centre Roosendaal) which allows us to operate shuttles carrying picked orders from Import Services’ bonded sites in Southampton, through to our partner’s bonded transit hub in Roosendaal, Holland, without stopping at ports for Customs formalities. In the first three months of 2021, we moved in excess of 4,000 pallets on 150 shuttles. As you might expect, our clients are delighted. Most other logistics companies have not been able to cope with the customs complications that have arisen since leaving the EU, which places us in a real position of strength. Looking further ahead, in 2022 our plan is to also offer Import Services 3PL services in Holland, should clients eventually seek a twin stock solution to serve both UK and Continental European markets from us as one service provider, further enhancing our business proposition.

orders to market at an unrivalled speed.

Clients benefit from speed to market and our retail logistics knowledge, spanning the UK, ROI and Continental European markets. However, to continue growing with our clients we must innovate and expand our capacity.

The existing Southampton quayside facilities are inherited buildings, which we developed from 20,000 to 30,000 pallet capacity. The new co-joined distribution hub is designed from scratch by us with growth in mind, as well as an additional 30,000 pallets. 24 doors allow huge scope for efficient stand-trailer operations, while the sevenhigh Very Narrow Aisle [VNA] racking is serviced by wire-guided trucks, which will be automated in due course. The trucks will also double-cycle in terms of putting away pallets, as well as picking.

Your readers can find out more about the new hub in the July issue of Toy World, when we’ll be providing an in-depth look inside the new facility.

Big challenges lie ahead in shipping, namely container pricing and availability.

How will this situation develop in the coming months, and how might your new distribution centre help mitigate this issue?

What can you tell us about your new distribution hub?

Global demand for PPE led to an offset in balance of containers, which distorted the market and resulted in price increases. Current freight rates were unsustainable and are now only slowly being rebalanced. We expect rates will return to something resembling normality by mid-year.

Container ships themselves are also becoming much larger. Increased volumes of container movements are taking place at ports when ships dock as a result, hence our desire to safeguard with further efficiency measures via the new purposebuilt facility. It enables us to discharge multiple containers every hour, around the clock, to meet seasonal demand from the world’s largest ships, which are discharging our clients’ products during peak periods.

Import Services’ operation at Southampton container port is a real success story; there’s no other distribution centre located just 200 metres from where the largest container ships dock from the Far East, the origin of most of our clients’ products. Our unique port-centric model allows us to move containers swiftly from the arriving vessels into our distribution centres, where we process

We have always championed environmental sustainability. It’s in our DNA. Import Services’ existing buildings were upgraded with this in mind - our Southampton port site provides one of the largest solar arrays in southern England – and the BREEAM rating for our new hub was

Why is the environmental impact of the hub important to Import Services?

Toy World 38

a major focus from the beginning. In addition to the building design, our port-centric model means empty containers are not moved to inland container depots via road. Instead, containers are simply shunted just 200 metres from the side of the inbound vessel straight into our distribution centres for order-processing. From quayside DCs, our clients’ products are then sent directly to their customers with the empty container then moved 200 metres back onto the ship. This removes carbon from the supply chain.

Cutting ‘Time, Cost and Carbon’ are the three factors which help make Import Services’ portcentric business model so compelling.

Why should companies be looking to work with Import Services at this current time?

We are AEO (Authorised Economic Operator) accredited, which is recognised by our European trading partners as the highest level of Customs accreditation. All our warehouse facilities are also bonded, which means product arriving from overseas, and destined for customers within the UK, ROI or in Continental Europe, can be stored at our quayside DCs without incurring VAT or Duty until product is sold to market. We can then move picked orders under bond across Customs jurisdictions, with our clients only paying VAT and duty once on the products sold within their respective markets, due at the end of the transaction month. The cashflow advantage and import/export flexibility this brings is particularly beneficial for our clients.

We understand Import Services may be changing its name – can you tell us more?

Import Services was acquired by Xpediator Group in 2018 and now forms the principal part of the group’s successful Logistics division. To further enhance our service offering, we are consolidating the other UK group logistics companies into the Import Services’ company entity, and rebranding under one banner.

From May this year we will be known as Delamode International Logistics, trading as Import Services. This transition is adding team strength, extending our reach, and supplementing great facilities in an exciting new phase of development for our existing and prospective clients.

Beautiful toys at beautiful prices

Discover our range of beautiful toys & games at beautiful prices RexLondonTrade.com/Toyworld

Feature

Infant Toys

Baby boom With analysts predicting something of a post-pandemic baby boom, there’s arguably never been a better time for retailers to beef up their infant toy ranges. Rachael Simpson-Jones asks what goes into creating a leading infant brand, and the importance of gift-ability when it comes to securing sales.

W

hile many people enjoyed a slower pace of life during the lockdowns, others were slightly busier; since September, the numbers of people booking their first antenatal appointment has gone up by nearly 7% on the previous year. That’s a lot of babies on the way, and a lot of gifts to buy. Gifting accounts for a substantial proportion of the sales of infant toys – there’s a reason you’ll see references to gifting scattered liberally throughout the following pages - and with pre-birth celebratory events now very much an unmissable part of the pregnancy journey, consumers are buying more than ever before.

“There are so many gifting opportunities now when it comes to pregnancy and babies,” says Mark Standen, sales manager at Rainbow Designs. “From gender reveal parties and baby showers to celebrating the arrival, naming days and first year celebrations, there is always an occasion that requires a gift. Rainbow, the Home of Classic Characters, has 50 years of experience in developing and creating high quality, joyful toys featuring nostalgic and much-loved characters such as Peter Rabbit, Paddington Bear and Disney’s Winnie the Pooh. We believe it is the magical combination of these adored characters, all of which have stood the test of time and appeal to all generations, coupled with Rainbow’s expertise and knowledge in crafting beautiful forever toys, which appeals to gift buyers.”

David Allan, Toynamics UK & Ireland MD, says that when it comes to toys for babies, trust lies at the

heart of purchasing decisions. Consumers want to see brand names they know on products that are safe, age-appropriate, and attractively priced, all qualities that make Toynamics’ Skip Hop and Hape collections particularly popular. Hape’s infant portfolio covers categories including bath, music, pull-alongs, ride-ons, railways and much more, while Skip Hop’s Infant range covers areas such as soft toys, backpacks, books and music, all crafted in the brand’s unique style.

The importance of gifting is reflected in the packaging of infant toys. Juratoys, whose Kaloo brand sits particularly well within toy and nursery gifting sections, says it has seen a rise in sales of products displayed in gift boxes, which it is putting down to increasing numbers of baby showers, while Clementoni is careful to produce beautiful packaging containing products in neutral colourways that offer a complementary fit with any décor – perfect if you have absolutely no idea what colour the nursery walls are going to be. In the era of social media, with our lives photographed and shared more than ever before, aesthetically pleasing toys that look good in a variety of settings once out of the box will always be welcome.

Regardless of who’s buying the toy, the nature of the intended recipient means developmental benefits are a key consideration when designing infant toys, whether that’s in the form of mirrors and rattles for sensory stimulation of young babies, interactive features for cause-and-effect play as kids get a little older, or movable, stackable parts that hone motor

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skills throughout the major developmental stages.

With this in mind, the design team at Juratoys’ HQ constantly invents new toys to make growing up fun. The company’s Lalaboom collection is ideal for improving hand-eye coordination and motor skills, while the Janod range comprises educational games, puzzles, magenti’books and role play toys. The French brand has signed a new licensing deal with WWF that has resulted in the creation of a range of charming toys made from FSC-certified sustainable wood and waterbased paints. Each of the 30 new WWF Janod toys invites infants and toddlers to engage in a different way, either by stacking the wooden pieces, pushing or pulling the toy along, balancing fun animal characters, or sorting them according to shape and colour, aiding infants on their developmental journey through play.

“We understand that play promotes children’s physical, cognitive and emotional development,” says Neil Montgomery, UK commercial director, Juratoys. “We help children develop their skills and gain self-esteem and confidence by respecting their preferences, while letting them explore and experiment freely. Children also need opportunities to have exchanges. Without relationships or sharing they cannot grow and build their identity. Via our three fantastic brands – Kaloo, Janod and Lalaboom - Juratoys encourages this sharing through play to create happy moments.”

Mattel’s 90+ year old heritage brand Fisher-Price has plenty of experience under its belt when it comes

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Infant Toys

to creating toys that fuel growth, yet constantly seeks new ways to improve its products with innovative technology that will enhance development. Kelly Philp, Mattel UK’s marketing director, explains: “Fisher-Price understands that playtime is essential for learning and development, with each fun-filled milestone a steppingstone to new discoveries and new skills as children begin to explore the world around them. Our successful Linkimals range, which continues to expand, aids development with innovative technology that enables the products to link together, combining sounds, songs and phrases that teach numbers and colours while developing motor skills. Our new 4-in-1 Ultimate Learning Bot, meanwhile, offers four interactive toys in one to keep playtime going as babies grow from infant to toddler to pre-schooler, offering great value for money and a strong assortment of developmental benefits.”

Like Fisher-Price, Clementoni also makes technology and interactivity a core aspect of many of its infant toys. At the same time child emotional development is taken into account, as well as the potential to improve parent-child interaction by helping them strengthen bonds through play. “Our premium-quality products come with a built-in road map for both emotional development and general education, as well as a particular focus on parentchild interaction,” explains Shahbaz Khan, UK country manager, Clementoni. “These products have been designed to create a ‘well-being zone’, in which children and their parents can strengthen the deep feelings of affection that exist between them, just by playing.”

Leaning far more towards traditional than tech, Rainbow Designs’ infant toy collections have been designed to work beautifully at retail when presented

as a whole, which creates in-store theatre and offers the customer more than just a few stand-alone products would. Rainbow’s new Always and Forever Winnie the Pooh collection, launching this summer, features a beautiful Special Edition Soft Toy, as well as individually gift-boxed Ring Rattles and Comfort Blankets. When ranged together, Mark Standen tells me, they create an eye-catching display that will draw consumers over and tell a story. He adds: “Our Baby Bays have also proved extremely successful in stores where floor space allows. These beautifully designed bays allow for the optimum display of several different ranges along with character branding, making them both visibly and accessibly easy for the customer to shop.”

Stockists of Juratoys’ brands can make use of a wealth of display and POS materials. Neil tells me the team is passionate about helping retailers create effective in-store displays of its products, ultimately increasing store footfall, and that the company’s team of salespeople use their expertise to guide retailers towards the best display solutions for Janod, Kaloo and Lalaboom, regardless of the size and style of their store. He adds: “From attractive wooden display stands to temporary floor standing display units, options to create in-store theatre, interactive screens and much more, there is something to suit everyone.”

Toynamics offers a wide variety of in-store display solutions for all store sizes, working with each customer on an individual basis to create an eyecatching display across all its brands. As readers who attended Toy Fair 2020 may well have seen, Hape’s shop-in-shop solutions, from light-up railway tunnels children can walk through to unique Hape wooden wall display units, offer a great way to create in-store magic, at a time when consumers are returning to

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toy stores in search of the much-missed physical shopping experience. All displays are tailored to fit the customer’s range and include colourful floor graphics and wall panels too. Stockists of Skip Hop can also make use of the brand’s selection of display options, which range from CDUs to high quality wooden spinner units. Window clings and branding blocks are also available to enhance the space. As with all its brands, Toynamics also provides bespoke planograms and FSDU options along with additional marketing support available. Promotions, gift with purchase initiatives, in-store play tables and fun days are always a big hit with retailers too. MD David Allan says that this year sees Toynamics’ biggest ever marketing campaign, covering in-store, social media and direct PR. Consumers, meanwhile, will this year enjoy fun days, promotions and offers via Toynamics’ key retail partners that will highlight the USPs of Hape and Skip Hop and drive footfall to stockists of both brands.

Shahbaz at Clementoni, meanwhile, highlights that the company’s varied infant portfolio, covering different topics and themes across multiple price points and ages, provides an easy solution when retailers want to take a range regardless of how much space they have. He adds: “For retailers to maximise the opportunities our baby and infant ranges offer, we would suggest taking a good number of products that will have in-store impact and offer a point of difference to consumers. We also have great POP and branding which can be used by retailers to shout about the range and individual toys within it.”

Over the following pages, Toy World brings readers everything they need to know on the latest infant toys and details the developmental benefits that will help the next generation grow through play.

Every combination reveals a different story and a world of fairy tales to explore by choosing the characters, settings, emotions and new events each time.

An ideal game for stimulating imagination, listening ...

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For more information please contact: uk@clementoni.com

ONCE UPON A TIME

Infant Toys

Mattel

01628 500 000 | www.mattel.com New to the Fisher-Price Infant range is the 4-in-1 Ultimate Learning Bot. Each interactive electronic robot buddy bot is packed with fun activities for babies to explore, plus Smart Stages learning levels featuring 120+ songs, sounds and phrases about numbers, counting, the alphabet, shapes, colours and more.

The Fisher-Price Linkimals range continues to grow. Developed to help enhance babies’ development with innovative technology that enables the products to link, these toys combine sounds, songs and phrases that teach numbers and colours whilst also enhancing motor skills. Autumn/winter sees cute new animals join the range, such as Cool Beats Penguin; an interactive penguin with multi-coloured lights and music that encourage babies to dance and move.

New to the Infant Laugh & Learn range comes the So Big Puppy and So Big Sis. The extra-large puppy features motion-activated songs, sounds and phrases to encourage toddlers to get moving, as well as two Smart Stages learning levels that teach counting, the alphabet, animal sounds and more.

The Laugh & Learn range continues to expand with the new 3-in-1 On-theGo Camper, a push-along walker and activity centre that grows with kids. Smart Stages learning levels, complete with 90+ songs, sounds and phrases, will teach colours, counting 1-10, shapes and the alphabet. Infants can press the ABC or Music buttons to trigger these elements as well as lights. The 15+ piece On-the-Go Camper also includes play food, a pretend campfire, a fishing rod and four fish for kids to catch and sort into the cooler.

New to the Fisher Price Little People range is the Little People Recycling Truck, a musical push-along which lets kids control the lifting and loading action. Kids can press the driver’s seat or lift the loader to activate fun songs, sounds and phrases about recycling.

Also new to the Little People range is the Little People Best Friends Playhouse. This interactive play set features Smart Stages, six activation points and plenty more for kids to discover including four rooms in the house, an outdoor patio with swimming pool, and a working tree swing The latest addition to the Thomas & Friends infant non-track play range, the new Thomas & Friends Race and Chase RC lets little engineers zoom all over Sodor and beyond. The large, remote-controlled Thomas and Percy train engines are linked together with a steam-cloud carrying handle and feature realistic train sounds and character phrases from the show.

Chicco

020 8953 6627 | www.chicco.co.uk New for 2021, the light and soft Animal Teethers form part of Chicco’s new sustainably and responsibly sourced Eco+ range. Each teether is made of bioplastic from plant sources, making them lightweight and easy to grasp. Suitable from 3-18 months, the teethers are available as Burt The Frog, Molly The Snail, Owly the Owl and Charlie The Dog. The Eco+ 2-in-1 Stacking Cups includes five cups and five colourful shapes, made of recycled plastic from industrial residues.

Suitable from six months, the stacking cups will keep kids entertained as they sort and drop the five shapes through the corresponding holes, helping them develop hand-eye coordination skills and become familiar with different colours, shapes and sizes.

New for 2021, Owly the Rattle is lightweight and easy to grasp. Suitable from 3-18 months, the rattle features six colourful and textured rings that help to develop manual coordination skills and create a stimulating playing experience for little ones. The 2-in-1 Transform-a-Ball, meanwhile, has 10 detachable colourful slices, allowing kids to build their own creations and characters by assembling the pieces together. Afterwards, little ones are challenged to rebuild the ball in the correct chromatic order to make it roll.

Inspired by the art of balancing stones, Stone Balance lets infants aged six months and over stack and play with the five stoneshaped pieces, stimulating their cognitive and manual coordination. Made of recycled plastic, each stone has a different shape, size and colour and can be stacked from largest to smallest, or in a random order.

The Baobab Shape Sorter challenges kids to place each of the four coloured shapes, which feature different animal faces, into the correct place on the tree. As well as helping them to become familiar with geometric shapes, the sorter toy also helps develop hand-eye coordination and manual skills. Three sliding rings between the crowns of the baobab provide additional entertainment.

The 2-in-1 Rocking Dino offers three activities to help develop children’s’ cognitive and manual skills. The balancing activity sees kids place each of the six colourful cylinders on the dinosaur in the correct position to make it balance, whilst the sorter activity allows them to find the perfect match by inserting the three shapes in the corresponding holes. For extra hours of play, the cylinders can also be stacked on one another to build a tower.

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Infant Toys

Toynamics

0116 478 5230 | www.toynamics.com Toynamics UK & Ireland distributes the leading toy and nursery brands Hape and Skip Hop, both of which offer retailers a wide range of products across nursery, bath time, kids’ bags and infant toys. In addition to best-sellers such as the Bandana Buddies collection, new for 2021 is the Explore & More Let’s Roll Activity Table and Farmstand Pod Squad Car. The new integrated Skip Hop Explore & More Let’s Roll Activity Table features two stages of play: floor for babies from six months, and tabletop play for toddlers up to 36 months. There are 20 developmental activities to discover, including a light up piano, squeaky see-saw, swirly slide, click & spin merry-go-round and ‘rockin’ swing’. Little ones will love to grab, rock and roll the eight click and lock colourful balls as they develop their senses, motor skills and hand-eye coordination, while parents will love that it’s easy to wipe clean.

The Skip Hop Farmstand Pod Squad Car is another new arrival to the infant Farmstand Collection. The three peas in a pod make a cute squad for a baby’s first car, as they spin, bob and glide when little hands push them along. This toy is the perfect size for little hands to grab and roll, and helps develop fine motor skills.

The Bandana Buddies collection is Skip Hop’s best-selling range of activity toys for infants. Bright colours, patterns, rattles and crinkle sounds, as well as a variety of textures, stimulate the senses. The fox, giraffe, monkey and dinosaur have ears, tails and colourful tags that kids will enjoy grabbing, and the textured elements help to soothe sore gums for teething babies. For quick access, Bandana Buddies can be worn around a parent’s wrist.

Hape offers one of the world’s largest ranges of toys made from sustainable materials, such as wood, bamboo and rice, and its ecofriendly collection of playful learning toys is suitable from birth. The best-selling Roly-Poly Ralph is a happy and colourful clown. Kids will enjoy nudging him about because he always pops back up for more fun.

Juratoys

020 8878 2133 | www.janod.com Janod has partnered with WWF to produce a range of beautiful and sustainable wooden infant toys developed with the health and happiness of both kids and the planet in mind.

Suitable for kids aged 12+ months, the Forest Stacker lets infants enjoy creating three nature-themed items. By stacking the 10 pieces in this set, a beehive, a bee and a flower for the bee to pollinate can be built. This eyecatching toy, decorated with water-based paints, will help kids develop their hand-eye coordination and dexterity.

The wooden Walk-Along Rhinoceros features an ergonomic handle that’s easy for little ones to hold as they push and pull it across a variety of surfaces.

The rhino is made of natural wood and features fetching plum-coloured wheels.

This Animals’ Cakewalk toy is two toys in one. Its beautiful natural wood carriages and bright colours will help infants develop their motor skills as they tug them along on the string. Once they get to their destination, they can have fun stacking and building the 18 pieces of cargo. To help children work out what they need to do, each animal is associated with an illustration showing its habitat. This game is ideal for developing fine motor skills and helping children aged 12 months and over to learn about colours.

Designed for hours of fun and developmental play, Janod’s WWF Tumbling Koala offers babies a manipulative dexterity challenge that will result in a fun wobbly friend to enjoy.

Infants first put the koala together by stacking the five wooden pieces in the right order. Then they can have fun pushing their new companion around - it will always stand up straight again in the end. The koala’s little notched ears and purple base make it a superb decorative item.

All these toys are made from FSC-certified solid wood from sustainably managed forests. Janod will donate a percentage of the proceeds from every WWF product sold to support the actions of the charity.

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Take a peek at www.fisher-price.com

©2021 Mattel.

Infant Toys

Flair

0208 643 0320 | www.flairplc.co.uk | sales@flairplc.co.uk Suitable for kids aged 10+ months, and available from autumn/winter, the Magic Dreamlight is a cuddly bedtime companion that helps children relax by preparing them for a sound night’s sleep. When the Dreamlight is turned on, a piece of soothing music will play, and soft colour-changing lights will illuminate the unicorn’s chest. This routine help distinguish bedtime from the rest of the day and helps to create a safe and calming environment. The Magic Dreamlight turns off automatically, so parents needn’t risk waking up their little ones.

Flair’s premium plush brand Trudi offers a range of cuddly first companions that will be treasured for years to come. The Trudi Cremino Bears are characterised by their extremely soft fabric designed with newborns in mind. The Cremino Bears are available either with or without a music box. When the cord is pulled, the music box plays a soothing melody, making the Cremino Bears ideal for use in a nursery.

Clementoni

020 3206 1397 | www.clementoni.com Shahbaz.khan@clementoni.com New for 2021, and suitable from birth, is Love Me Panda, a cute and cuddly interactive plush that plays lullabies and communicates using a special metalanguage conceived to bring about tender moments. The black and white panda, which makes use of flashes of colour, has been designed to help develop visual perception during the early months and is made from soft fabrics, making it a perfect cuddle companion.

Ideal for when babies progress from one growth stage to another in early infancy, the Baby Clementoni range offers stimulating, fun and colourful products that provide infants with a three-pronged support system, working on psychomotor, cognitive and emotional skills at the same time.

Clementoni is known for developing products which promote learning through play, and this ethos is reflected in the Clementoni Soft Clemmy bricks. A great way of letting little ones explore a gentle world in absolute safety, new additions for autumn/winter will see the Clemmy Bricks brand go from strength to strength. Soft train and farmyard sets will join the line-up, and the company’s partnership with Peppa Pig continues with the introduction of Peppa’s House. All Soft Clemmy bricks are made from a non-toxic washable material, are simple to stack and easy for little hands to grasp.

Within electronic education, Clementoni is launching the Baby Clementoni Baby Robot, an amusing character with three play modes – quiz, educational and sleep - designed to help children improve their cognitive skills while learning about sounds, colours and words.

Tonies

www.tonies.com Perfect for parents wanting to help their little ones drift off into a soothing and sound night’s sleep, Tonies is adding three new Tonies to its extensive range of stories, songs and audio: In the Night Garden, Nap Time Nature Sounds, and Nap Time White Noise.

The importance of sleep for children has never been better understood. The screen-free Toniebox from Tonies has no blue light emissions, which are often associated with sleep disturbance or circadian rhythm disruptions, thereby encouraging quality sleep. The three new Tonies make fantastic additions to any Tonie collection, but importantly help children to drift off easily and enjoy a restful night.

In the Night Garden: A Musical Journey is approximately 47 minutes in length, and follows CBeebies favourites Igglepiggle, Upsy Daisy and friends on their adventures through the magical Night Garden. The charming and gentle songs and stories promote sleep and are comforting to even the most difficult sleepers.

Nap Time: Nature Sounds offers 120 minutes of tranquil forest sounds and gentle flowing water, to help make bedtime smoother as kids immerse themselves in the calming sounds of the natural world.

Nap Time: White Noise (approx. 120 minutes, suitable for children aged 3+) Research has shown that playing white noise is an effective method of getting babies and children to sleep. While many white noise machines are too noisy for little ears, the White Noise Tonie, which plays 120 minutes of safe and soothing sounds, lull children to sleep easily and safely.

The Tonies and Tonieboxes operate via a wireless digital system which connects to an NFC chip within each Tonie using Wi-Fi. Each Tonie is also beautifully hand painted, making them desirable and collectible too.

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Infant Toys

Tomy

01392 281927 | www.tomy.com Lamaze has added a new range to its portfolio for spring/summer, the My First Garden Collection.

With parents increasingly aware of the importance of healthy eating for growth and development, the range is designed to help encourage little ones to learn about food through play. The collection features five products developed to strengthen fine motor skills, problem solving and visual development.

The characters include Candy the Carrot, Bea the Banana, the Bitty Bug Book, Archer the Apple and Olive the Orange. The varied colours, textures and sounds will keep babies’ curiosity piqued, while peek-a-boo fun features guarantee plenty of surprises along the way. The clip-and-go functionality of each character make My First Garden an ideal choice for travel and everyday trips, and competitive pricing means the range lends itself well to gifting.

The brand new My First Garden Collection is suitable from birth and aims to prove as popular as Lamaze’s best-selling Freddie range, which delivered its best year ever in 2020 with £1.5m in sales.

H. Grossman 01603 397 105 | www.tobar.co.uk | sales@tobar.co.uk Bburago’s BB Junior Bathtime range features bright colours and simple, aesthetically pleasing styling. The BB Junior Splash n Play Submarine Projector is a fun new addition to the range. The toy has a projector in its base; when kids press the periscope, the submarine will project a sea life scene directly beneath it. When it’s used in the bath, it projects images on the bottom of the tub as it floats on the surface.

The BB Junior Splash n Play Tugboat, meanwhile, will automatically activate a water squirter in its chimney when placed in the bath.

Tobar offers a classic range of wooden toys suitable for very young children. The company’s Wooden Building Blocks and Stack and Play Safari animals add a new dimension to play, along with the wooden Play and Sound Fire Engine, Ambulance and Police Car. Wooden play sets include a Farm, a Noah’s Ark and a Pirate Ship.

The contemporary design and bright colours attract the eye, and the packaging has been designed to maximise shelf space. Finally, the multi award-winning Wooden Stack and Sounds Train comes in Try Me packaging which has proved irresistible to consumers.

Little Tikes 0845 0533 333 | www.mgae.com Little Tikes offers a wide range of toys that support the development of early learning skills through play. From the 3-in-1 Activity Walker, which encourages first steps and cognitive development, through to the award-winning Activity Garden, there’s something for every child.

New for autumn 2021 is the Learn & Play range. Aimed at kids aged nine months and over, the products introduce early learning concepts and promote active play. The 2-in-1 Activity Tunnel encourages kids to start crawling and counting thanks to its fun tunnel and activity arch, which features ball-drop tunnels and slides.

The Learning Activity Suitcase lets kids begin to explore the world as they switch between activity modes including learning, roll-and-go and pretend play. The Learning Activity Suitcase comes complete with an LCD screen and 50+ sounds, songs and travel phrases.

The award-winning Little Tikes Activity Garden has been given a refresh and will continue to offer growing kids aged six months and over a head start by encouraging inquisitiveness. The multifunctional Activity Garden includes a slide, interactive telephone and much more, helping infants develop their fine motor skills.

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Infant Toys

Golden Bear 01952 608 308 | Vwww.goldenbeartoys.com customerservices@goldenbeartoys.co.ukuk Lamaze has added a new range to its portfolio for spring/summer, the My First Garden Collection. With parents increasingly aware of the importance of healthy eating for growth and development, the range is designed to help encourage little ones to learn about food through play. The collection features five products developed to strengthen fine motor skills, problem solving and visual development.

The characters include Candy the Carrot, Bea the Banana, the Bitty Bug Book, Archer the Apple and Olive the Orange. The varied colours, textures and sounds will keep babies’ curiosity piqued, while peeka-boo fun features guarantee plenty of surprises along the way. The clip-and-go functionality of each character make My First Garden an ideal choice for travel and everyday trips, and competitive pricing means the range lends itself well to gifting.

The brand new My First Garden Collection is suitable from birth and aims to prove as popular as Lamaze’s best-selling Freddie range, which delivered its best year ever in 2020 with £1.5m in sales.

DKL-Beysal

01604 678 780 | www.dkl.co.uk Plus-Plus Big is suitable for ages 12 months and over, with each brick measuring 50mm. A best-seller from the Plus-Plus Big range is the Learn to Build Set. This includes 60 basic colour pieces, one baseplate, and a guidebook featuring plenty of creative ideas.

Plus-Plus helps kids develop their fine motor skills through active play, as they use their imagination to create imaginative builds. Playing with Plus-Plus can also help with understanding and recognising colours as well as physical development; parents can encourage the child to sort the colours while using their creativity during play, making the range ideal for even the youngest of learners.

VTech

01235 546 810 | www.vtech.co.uk Launching in autumn/winter 2021, VTech’s Play & Chase Puppy is a fun and interactive learning toy that children will enjoy discovering and exploring with. The cute hover-boarding canine rides around the room, encouraging infants to play with and chase them. Sensors on the board will detect when the puppy is near obstacles, avoiding collisions, while four buttons on the puppy trigger fun phrases, sing-along songs, melodies and more. The product features two modes, Learn and Chase Me, that engage infants through cause & effect and imitative play.

The Alphabet Train has been a consistent best seller for VTech and was in the company’s Top 10 Infant and Toddler toys in 2020. There will be an exciting refresh to this popular product for 2021. The 4-In-1 Alphabet Train will offer enhanced features and a new, detachable activity panel which includes a number pad, light-up piano keys, a turning book, and manipulative gears for role-play and floor-play fun. This 4-in-1 grow with me alphabet train has modes for a variety of play styles: sit-down, walker, pull-along wagon, and ride-on. The train also includes 13 double-sided letter blocks and a magic tunnel to load the blocks into the wagon. Little ones can stack the blocks on the inside of the wagon and slide them down.

New to the Toot-Toot Friends range is the 2-In-1 Dinosaur Park, a truck that opens to reveal an impressive dinosaur play set. Kids can explore the park with the Park Ranger, and interact with dinosaurs such as a Pterosaur and Triceratops. When these characters are placed onto the MagicPoint locations, they respond with fun phrases, sing-along songs, lively sounds and more. Featuring three imaginative modes of play and multiple play areas to explore and discover, kids can launch the net, feed the dinosaurs, and push the truck and big red T-Rex along for even more role-play fun. The 2-In-1 Dinosaur Park will be TV advertised from July and throughout peak season.

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Infant Toys

Rainbow Designs 01329 227 300 | www.rainbowdesigns.co.uk

Zapf Creation 0845 0533 333 | www.mgae.com Zapf Creation’s Baby Annabell and Baby born brands both boast a For Babies range, with dolls made specifically to comfort, soothe, and entertain little ones from birth.

Baby Annabell Sleep Well for Babies has a sound recording feature. The hand-washable, soft bodied doll can replay anything from a recorded lullaby or bedtime story to a message from a loved one for up to 30 minutes, keeping babies company as they fall asleep. Baby Annabell Sweetie for Babies is the brand’s non-functional offering. The 30cm doll wears a cute hat adorned with ears and has a cuddly, soft body, making it an ideal crib companion for kids aged from newborn to one year old.

Baby born also has a nonfunctional offering, Sleepy for Babies, which is ideal for kids developing more tactile play techniques. The gentle nightlight of Baby born Nightfriends for Babies, meanwhile, provides a comforting glow for infants and plays a gentle lullaby.

For slightly older children, Baby Annabell’s Little range includes a wide selection of dolls and accessories, designed for babies from 12 months. The ever-popular Baby Annabell Little Annabell and Little Alexander dolls are smaller versions of the bestselling Baby Annabell and Alexander dolls. The dolls wear cute outfits on their soft bodies, and are lighter than the brand’s core doll range. At 36cm, their reduced size and weight makes them more manageable for small hands.

Baby Annabell My First Cheeky Annabell is a 30cm doll with a two-tone romper, matching pink hat, and a fun surprise feature; when her tummy is pressed, she spits out her dummy and giggles.

Rainbow Designs’ extensive collection of soft toys for infants features classic characters including Disney’s Winnie the Pooh, Peter Rabbit, Paddington Bear, Guess How Much I Love You and The Very Hungry Caterpillar.

In Rainbow’s Golden Anniversary year, The Home of Classic Characters is introducing a beautiful new Disney Classic Pooh Always and Forever Collection. In a year when Winnie the Pooh also celebrates a big anniversary, his 95th, this exquisite new collection features special heirloom baby toys, a comfort blanket and a ring rattle. Created from high quality fabrics and featuring a bespoke and contemporary print, this collection makes an excellent gifting option and is steeped in heritage.

New 2021 additions to the nursery collections, and perfect from birth, are the fabric Unfold and Discover Activity Toys. Available in Peter Rabbit, Guess How Much I Love You, Classic Winnie the Pooh, Paddington for Baby, The Very Hungry Caterpillar and Elmer, these Unfold and Discover Activity Toys feature multiple textures, crinkles and activities including a baby-safe mirror and teether perfect for encouraging tummy time, aiding sensory play and helping to develop early motor skills.

Featuring two of the most traditional and much-loved children’s literacy characters, Peter Rabbit and Flopsy Bunny, and perfect for the youngest of Beatrix Potter fans, is the Peter Rabbit Signature Collection. The range features an assortment of beautiful ‘Forever’ heirloom toys created to be shared across generations, with each evoking nostalgia in parents and gift givers.

Miffy, Dick Bruna’s iconic white bunny, is loved by all ages, and Rainbow’s Simply Miffy collection is ideal for infants from the day of birth. Depicting simplicity and innocence, the pure white Miffy collection, which includes a baby soft Comfort Blanket and two sizes of Soft Toy, makes a beautiful contemporary gift for any newborn.

Spin Master

01628 535 000 | www.spinmastertoys.co.uk Spin Master offers an adorable selection of toys from Gund, the 123-year-old plush company.

Offering quality, originality, and unparalleled huggability, Gund toys are ideal for new parents and their little ones. The range includes three cute animated plush, each of which has its own individual personality and fun features for kids to discover and enjoy.

Gund’s best-selling Flappy the Elephant can play peek-a-boo and moves its ears in time to the fun music. This plush also has embroidered features, super soft limbs and a huggable body, making it safe for children of all ages.

Similarly, Flora the Bunny is an animated plush rabbit that has two different play modes to provide hours of entertainment for young children. Pressing Flora’s left foot triggers an interactive game of peek-a-boo, while pressing the right plays the song ‘Do Your Ears Hang Low’ in a cute child’s voice.

Clappy the Monkey is an enthusiastic monkey who sings and claps along to the classic childrens’ song ‘If You’re Happy and You Know It’ and, like all Gund animated toys, is surface-washable for easy cleaning.

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A magical audio adventure with Peter and the Wolf, narrated by legendary David Bowie

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Infant Toys

Halilit

01254 872454 | www.halilit.co.uk | sales@halilit.co.uk Adding an engaging Easier Learning assortment to its regular product categories, Taf Toys’ new toddler offering for summer 2021 coincides with the launch of the brand’s new Savannah Adventures collection. The range features innovative new products such as the Savannah Sort & Stack, a stacking toy and shape sorter in one. Including five stylish stacking boxes and eight colourful shapes, this ideal gifting line encourages young children to refine their gross and fine motor skills.

Infants can sort the shapes, stack the cubes, topple the tower and nest the boxes, developing their coordination along the way. This versatile toy also offers opportunities for learning to count and identify numbers, colours, shapes and animals.

The North Pole Ball Drop, another new launch, comprises stacking boxes that can be built up to create a large tower, or used individually along with the colourful balls to encourage the development of fine motor skills. This great gift includes three cute boxes alongside two smooth and three squeaking textured balls to engage the senses. In addition to stacking the boxes, toddlers will enjoy dropping the ball through the hole in the box, watching it disappear from view, and then reappear a few moments later. The larger balls offer an added challenge thanks to their enhanced resistance. Playing with the North Pole Ball Drop will therefore help kids develop hand-eye coordination and problem-solving skills.

Rounding off Taf Toys’ new Easier Learning launches for summer is the fun-filled Kimmy Koala Wonder Tissue Box, a sensory delight for inquisitive toddlers made specifically for delicate hands. This fascinating peek-a-boo box lets kids hide and pull out an assortment of sensory surprises. Complete with eight colourful organza squares and two crinkle blankies with fluffy textures, the Taf Toys Tissue Wonder Box is ideal for babies who are starting to sit up, and will aid them in their motor skills development and cause-and-effect understanding. The soft and lightweight fabrics are also perfect for parents to use during their own peek-a-boo and imaginative games.

Character Options 0161 633 9800 | www.character-online.com sales@charactergroup.plc.uk Character Options’ new range for infants has been developed to offer My First toys suitable for the youngest of Peppa fans. Each toy in the My First Peppa Pig range is designed to encourage growth and development, incorporating appealing colours and textures to encourage play and exploration.

The My First Peppa Pig Character Clip-Ons bring Peppa, George, Suzy and Rebecca to life in 5” soft plush. Each character comes with a clip so they can be attached to prams, pushchairs and much more, and won’t get lost while parents and their babies are out and about.

The My First Peppa Pig Supersoft Blanket combines a soft toy and comfort blanket. Peppa Pig holds her arms out for cuddles and comes attached to a multi-textured velvety-soft red blanket to encourage tactile awareness and sensory exploration.

Made from soft towelling plush and with a built-in rattle and teething ring, the My First Peppa Pig Jiggler Soft Toy also features a pull-and-react jiggler action that infants will find entertaining. Much like the Clip-Ons, this cute toy attaches easily to car seats, prams, and cots to entertain both on-thego and at home.

Finally, the My First Peppa Pig Peppa Sensory Soft Toy has been designed to inspire curiosity and independent play whilst also developing tactile awareness and gross motor skills. The toy incorporates different textures and patterns; when moved, the toy makes a gentle chiming sound, while the mirrored tummy plate encourages self-discovery.

Amaroni

01205 260 384 | www.amaroni.com The eye-catching, vibrant colours of Haba’s unique Tirili clutching toy instantly appeal to the curious eyes and hands of babies and invite exploration through play. The clever combination of elastic strings and wooden pieces means babies can keep themselves amused for hours as they discover how the different pieces can be moved around, pushed and pressed. By encouraging infants to explore the wooden pieces and bright strings, the Tirili clutching toy actively fosters gross motor skills whilst encouraging the establishment and progression of fine motor skills. In addition, as babies naturally explore their environment with their mouths, the Haba Tirili clutching toy is also designed to be completely safe, comforting and self-soothing.

Safety is Haba’s priority, so all products made from wood carry the PEFC seal. When applying colour, solvent-free, water-based paints and stains are used, making the surface highly resistant to wear and tear and allowing toys to be taken from hand to mouth without issue. Consumers know that Haba wooden toys offer a foundation for exciting discoveries and important developmental steps, which is why they are one of the most popular presents given by parents, friends and relatives.

Most of Haba’s wooden toys are made in the in-house Haba toy manufacturing facility at the company headquarters in Bad Rodach, Germany, where for over 80 years it has earned the trust of parents and grandparents with long lasting toys made of quality materials and featuring exceptional design. In the UK, Amaroni is the official distributor of Haba toys and games.

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F O R M O R E D E TA I L S C O N TA C T 0 1 2 3 5 5 5 5 5 4 5 O R E M A I L T R A D E _ S A L E S @ V T E C H .C O M

Company Profile

Wow! Stuff

The how behind

The

Wow! Stuff has enjoyed a strong first half of the year, with a raft of new appointments under its belt, multiple new licences signed, and all-encompassing marketing plans that will see more consumers than ever before discovering the ‘Wow!’ behind the company’s toys. Rachael SimpsonJones spoke to CEO Richard North about the company’s plans for the second half of 2021, and his often unorthodox approach to business.

A

s a company that doesn’t have a presence in any of the toy categories that benefited from the multiple national lockdowns, Wow! Stuff isn’t sad that the worst of the pandemic appears to be behind us. And having ended 2020 in what was a respectable position despite the challenges posed by Covid-19, the company has gone from strength to strength in recent months.

“I don’t want to jinx things, but it’s going to be a very good year for Wow! Stuff,” Richard tells me. “Our performance across the North American and UK markets so far this year has been really pleasing, and we’re opening up new territories too; only the other day I was telling someone that we’re now exploring the market in countries I’d never even heard of. Brexit has made this a pain in the neck though.

Before Brexit and the pandemic, we didn’t keep any stock within the business; we were FOB only, limiting our potential sales by around 50%. This changed last year when we opened our own warehousing facility to offer domestic supply, and we’re now opening a warehouse in Germany too. I’m especially pleased that we can support the indies for the first time in 10 years. There’s an underlying buzz across the whole toy industry now, and we’re pleased to be feeling that too after what has been a testing year.”

Testament to its current position and plans for further expansion, Wow! Stuff recently announced five appointments in one fell swoop.

Four of the new hires - Ross Coffield, Teddy Edwards, Steve Carpenter and Chris Jobson – will bolster the design side of the business, while Manmit Bansal joins as a sales operation support officer. The five hires bring the Wow! Stuff European team to a total of 34. The Hong Kong team currently numbers 17, and in the USA there are three employees, plus multiple sales reps and, of course, warehouse and distribution operatives.

Wow! Stuff operates an open-door policy, and welcomes all interest from prospective candidates, but while it’s pleasing that people want to be a part of the team, ensuring hires are a good match is much more important. A lack of shared values and mutual respect creates a fundamental imbalance that Richard says will come back to haunt a company, meaning that a desire to work for Wow! Stuff isn’t enough – you have to be a ‘Wow! Stuff’er’ at heart. That’s not to say Wow! Stuff is hiring carbon copies of existing employees. The team is as diverse as it gets, from backgrounds and hobbies to gender and ethnicity, but each individual shares common values such as

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integrity, loyalty and a strong work ethic – and they want to make toys that make kids say ‘wow’. “If a person genuinely wants to help create that moment with us, it’s a big thing,” Richard says.

As well as having a strong connection with the team creating Wow! Stuff products, connecting with Wow! Stuff consumers is also vital to Richard. If you don’t, he explains, companies can miss feedback and reviews that could be used to address issues, improve existing products, or help develop new ones. As businesses who forge direct relationships with consumers will be aware, those consumers speak their minds and tell the truth - sometimes to a fault. Taking the time to read comments on Facebook or reviews on the Smyths Toys and Amazon websites offers insight all too easy to miss if you’re squirrelled away behind the scenes.

“I spend loads of time - maybe too much time - reading feedback,” Richard explains. “This approach has led to the development of our weekly Customer Service Meetings, in which representatives from different departments across Wow! Stuff get together to look at the latest reviews and see what we can glean from them. Maybe there’s a tiny issue with a product we hadn’t spotted - but you can be sure the customer will. Engaging in this way, and being open to feedback and constructive criticism, is one measure of our service.”

One of Richard’s mantras is ‘We do wow, or not at all’, and it’s

tel: 105 105 email: sales@tobar.co.uk www.tobar.co.uk tel:01603 01603397397 email: sales@tobar.co.uk

www.tobar.co.uk

Company Profile against this backdrop that product development is set.

Wow! Stuff is renowned for its innovative, interactive, technologically-driven products, with launch after launch demonstrating the company’s all or nothing approach to making toys. When holding oneself to such lofty standards failure is to be expected, and Richard candidly admits that Wow! Stuff doesn’t always get things 100% right. Trying and failing is part of the process, and a blameless culture is vital to ensuring the creativity and imagination found within Wow! Stuff’s design and development teams are never stifled. If a new toy doesn’t quite hit the mark, new lessons have been learned and the team moves on. Simple.

For Richard, the ‘wow’ comes just as much sometimes from without as from within, via third party marketing agencies such as KidsKnowBest. He says: “KidsKnowBest is a bunch of young, dynamic, go-getting individuals, very open minded and very creative too. On any project it’s working on for us, the team quickly drills down to the ‘wow’ elements in a way others might not. It’s important your partners ‘get’ you and what you’re trying to achieve.”

There’s a pause here, as Richard ponders his answer to my question regarding Wow! Stuff’s retail partnerships. While there are plenty of people within the toy industry who understand the meaning of the word partners in its truest sense, Richard evidently feels that many, suppliers and retailers alike, could up their game. Wow! Stuff has worked diligently and faithfully for years to build strong retail partnerships.

One of Richard’s first retail partners in the toy business, Debenhams, gave Wow! Stuff opportunities within its gifting department that resulted in the company selling ’more product per square foot than probably any other retailer’. Smyths Toys Superstores is highlighted as a leading partner in the present day. According to Richard, the retailer is receptive to ideas on creatives and activations, and is supportive of its suppliers while they bed in. “Sometimes the first year is a lose-lose situation, but the second year is a huge turnaround,” he notes. “When retailers back you, really get behind you and give you what you need in terms of support and

Wow! Stuff

marketing, you can plough that back into supporting them and watch things take off.”

Wow! Stuff’s anticipated success this year has given the company the confidence to do more consumer marketing than ever before, with campaigns running across PR, TV and social media. All marketing efforts will be focused on driving traffic to the retailers that stock Wow! Stuff’s brands, be that instore or online, while major experiential activations are also in development – which Richard unfortunately can’t tell me any more about just yet. More will be revealed in due course.

One of Wow! Stuff’s most exciting upcoming launches will be its master toy range for Julia Donaldson’s best-selling book, The Gruffalo. The Gruffalo Talking Figures are part of an array of Wow’s master toy innovations across The Gruffalo, Zog and Room on the Broom for 2021. YouTube behemoth CoComelon also joins the company’s slate of Tier 1 licensed brands, increasing Wow! Stuff’s presence in the Pre-School category, which is first started exploring with Peppa Pig. Peppa Pig’s Clever Car, which launched in September 2020, will this year be joined by Grandpa Pig’s Clever Train, one of three toddler-tech innovations lined up for the porcine pre-school favourite. The CoComelon range is slanted more towards education, with nine ELAs set to launch into a market still seeing ever increasing demand for CoComelon toys. As an online property, the CoComelon range will be heavily marketed using social media campaigns that will show off the cause-and-effect elements of the toys to their fullest – and demonstrate the ‘wow’ that each, of course, offers.

Wow! Pods are also continuing for this year. New Marvel and Harry Potter chase versions are on the way, while other new signings include Sonic the Hedgehog, gaming sensation Fall Guys, and more. Harry Potter continues to perform well for Wow! Stuff and with 40 new products rolling out in toys and gifts over the next 24 months, the momentum looks set to continue.

Universal’s Jurassic World is also making its presence felt within Wow! Stuff’s portfolio and lends itself well to the innovation the company prides itself on.

“It’s a full slate this year, with lots of licensed brands, but I think there is a huge growth opportunity we are missing,” notes Richard. “We produce every single item we sell, and with our sales and marketing structure we could distribute complementary products and do like for like deals with international partners. I think that will be a great opportunity for the business.

And we can’t forget Chibies either, our first own brand.

One of the developers is my daughter, Josie, who along with her childhood best friend Victoria Brown created what I think is a great new line. Chibies is being referred to as ‘the TikTok toy’ and was called out specifically by the Toy Industry Association of America recently as a toy it believes will be hot and on trend. It’s aimed at young teen girls, but I expect we’re going to see buy-in from a very

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broad age range, both from the core 4-7s and the tweens too. There really is a lot of excitement on the way for this year.”

It’s a very different outlook than that of a year ago for Richard, who notes that his bigger and better team is now so good, he could easily take three days off a week.

“I think the team would like that,” he adds with a smile.

Challenges remain, of course. As widely reported by Toy World, freight remains at the mercy of major price increases, and cost pricing is going up too. Richard notes that the latter is going to see the aforementioned retail-supplier partnerships tested, with both parties needing to show willingness to ‘take a hit’ if needs be.

Wow! Stuff will look to absorb a lot of the increases itself, and will work closely with its retailers on managing the rest. Inflation, meanwhile, is the elephant in the room, and the word no one wants to mention. “It’s on its way, absolutely,” says Richard “We’re now a medium sized toy company, which means we can take on bigger projects and master toy deals,” he adds. “This is going to be a year of proving to people that Wow! Stuff doesn’t just revolve around three or four halo products per brand. From focusing on just a few standout toys developed for each licence, we’re now in a position to innovate right across the sector and numerous toy categories. We’re agnostic on category and brand – if it’s a strong brand, we can bring a quality ‘wow’ to it.”

As interviewees go, Richard ranks among those we could safely class as unfailingly frank. He’s not one to shy away from tricky questions and will freely admit to things ninety per cent of CEO’s arguably wouldn’t.

We discussed how the pandemic hit him mentally much harder than he expected, and that, a year down the line, it’s only just becoming apparent to him what a challenge the situation was. The good news, though, is that he can now see the light at the end of the tunnel and has developed a newfound appreciation of the possibilities that are out there for him, his business and his team, which he says stepped up and rallied round when he needed it most.

“It’s easy to think you’re all alone when you’re running a company, but you’re not, and I’ll happily talk to anyone at any level who feels they need help,” he says. “We need to talk more openly and honestly about things that bother us; maybe more of us should take off our business hats and just be ourselves instead – warts and all.”

Feature

Arts & Crafts

Crafty ideas With families spending more time at home than ever before during the past year, there has been a boom in arts & crafts as children and adults alike find their inner creativity. But can this be sustained now we are easing out of lockdown restrictions? Sam Giltrow speaks to some of the leading manufacturers in the sector.

W

hether it’s painting, sticking, colouring, or constructing, the arts & crafts category has seen a huge surge in popularity in the past year as we seek to while away the hours stuck at home during lockdown restrictions. With many parents working from home and kids off school, there has been a turn towards activities which keep youngsters off their screens and busy with minimal supervision, while recognising the importance of quiet time and encouraging learning through play.

Sales of such products have skyrocketed, and toy companies and retailers alike are now hoping the momentum can be maintained as we head towards the summer holidays with the likelihood that many families will opt for a staycation.

Damien Collett, head of sales UK & Ireland at SES Creative, which offers a range of over 350 arts & crafts products, believes that with the high uptake in crafting amongst families, especially in the pre-school age group, a mixture of good communication across the various social media channels combined with new and exciting products is the best way to sustain the current crave for crafting.

“By using social media, we are able engage directly with our end users, allowing them to share their

creations, and it allows us to demonstrate the benefits, different activities and introduce our new products,” he explains. “New products are vital for this age range as it is important that there is always something new and interesting for children to do and discover. That is why we have introduced over 70 new arts & crafts products this year to ensure there is variety in choice and interests, to offer children fun-filled activities that are not only a good group activity, but also teach them key skills along the way.”

SES Creative’s most popular products during the pandemic have represented a varied selection of categories, but activities such as casting and painting with themes of dinosaurs, unicorns and animals have been especially popular. Woodwork sets have also proved a big hit, along with paint, particularly fingerpaint, textile and poster paint, and pre-school products that have educational and sensory benefits or assist with key skills.

Jade Childs, Crayola brand manager at Vivid Toy Group, agrees that maintaining a strong relationship with consumers is absolutely critical, even more so at this time: “As people seek more and more creative inspiration, we continue to post relevant content to all of our digital platforms and are making sure our consumer careline remains open to assist consumers

Toy World 62

directly, on everything from hints and tips to where to buy Crayola at this crucial time,” she says.

In addition, Crayola has worked with healthcare professionals and education and community groups to deliver supplies to those who can benefit from being able to express themselves creatively but without the means to access them.

During the lockdowns, Crayola also produced a series of videos with fun and easy craft ideas for families, which gained great traction on social media and YouTube. The biggest volume demand was for Crayola’s core stationery range across coloured pencils, Twistables and Markers, as well as paint.

Jade believes the growth will continue in the core, travel-friendly Crayola range as families take road trips this summer: “Almost as soon as children break for the summer holidays, retailers reset for Back to School, so the awareness of the range is always front of mind as well as front of store in many retailers over the summer. We will be continuing to create summer themed arts and crafts videos to help inspire parents and entertain budding artists over the summer months.”

She also expects the new Crayola products to become popular, including the recently launched new Colour‘n’Style Dolls range and the Colour‘n’Style

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Arts & Crafts

catwalk wardrobe play set. Paint-sation is another brand launching for autumn/winter and, with the increase in popularity and demand for paint during the pandemic, Jade believes this will be a huge success.

Lockdown restrictions created a unique situation where parents were struggling to find ways to educate and entertain their children at home, says Mary Wood, general manager UK & Ireland, Tomy. Although it remains to be seen whether the recent momentum for arts & crafts is sustainable post-lockdown, Mary is hopeful for more returning customers once they have discovered new products: “Both games and arts & crafts products were in high demand because they provided stimulation, distraction and were an outlet for creativity. As we come out of lockdown, I don’t think any single toy company can claim they have a way to continue this unprecedented demand brought about by exceptional circumstances,” she explains.

“That said, once consumers have tried a product and liked it, positive word of mouth can only help a brand or product to remain popular.”

Tomy’s Megasketcher brand was the company’s only brand not to grow in 2020, and Mary puts this down to store closures. “This product sells best when it can be seen in the flesh and demonstrated via the permanent FSDUs we offer year-round,” she explains.

“As stores reopen and as space can be allowed for FSDUs (assuming social distancing eventually becomes a thing of the past), we expect to see a return to growth for this quality product.”

Mary found that 2020 was not a year where consumers or retailers wanted to take risks, so they turned to brands they trusted. Tomy’s Aquadoodle brand saw double digit growth with the core products of Super Deluxe Aquadoodle, Classic Aquadoodle and Peppa Pig Aquadoodle accounting for some 200,000 units sold in the UK last year. The brand will be launching a mat with the much-loved In the Night Garden licence later this year. “If that can build over time to be as strong as the Peppa Pig licence, we will be very happy,” says Mary.

Sustained growth has also been seen by Canal Toys, with Anthony Grimaud, CEO of Canal Toys UK, saying the company has seen an increase in average spend on its arts & crafts products, especially with £20

line items. Performing particularly well have been its Anti-bacterial Slime and Craze Sensations, and the company expects to see continued growth this year.

“I believe the key to our success has been our drive for constant innovation in our core brands, So Slime DIY, So Sand DIY and So Bomb DIY,” says Anthony, “added to launching brands that bring new themes and play patterns, such as Airbrush Plush with its washable chalk gun, and stencils for decorating your own soft toy unicorn.”

Phil Hooper, commercial director UK at Spin Master, says during the past year, parents have been particularly attracted to products that allow children to be creative and get away from digital screens.

There has been huge demand for the Kinetic Sand and Cool Maker lines, with new launches keeping the brand fresh and bringing a more sensory aspect to play, and Phil believes the demand for such products can be sustained as they have such a “fiercely loyal following”. New Kinetic Sand launches have included scented ice cream options, and another new launch was the Sandisfactory play set, part of Spin Master’s hugely successful ASMR inspired Sandisfying range, and its first ever play set to feature black sand for more exciting and contrasted reveals.

Spin Master Toys is also excited to be re-launching Orbeez – gel beads that expand in water – this autumn, following its acquisition of the brand in 2019.

It is an established brand with a huge following on Tik Tok and Instagram and over 22b views across social media, and its new soothing Spa will be launched later this year, as well as the Orbeez #Challenge: the first ever play set for kids who want to recreate all the Orbeez challenges they see online.

“The relaunch of the rebranded Orbeez has allowed the product to be more gender-neutral and therefore more appealing to a wider market, for both group and individual play,” says Phil. “We’re confident in the strength of our activity brands and will back the new launches with full integrated marketing campaigns including TV, digital, social, influencer, in-store and eCom support.”

PlayMonster UK also continues to invest heavily in research and development in the arts & crafts category, and marketing manager Meriç PekcanButcher says the company, which boasts such brands as My Fairy Garden, FabLab, Fuzzikins and Face Paintoos, continuously innovates to produce products which are not only fun but also give children the opportunity to express themselves through creativity.

“With safe and high-quality components, our creative kits include everything required to achieve great end results that the children can be proud of,”

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says Meriç. “Plus, our innovative new packaging for the kits we are launching this year is environmentally friendly and user-friendly with extended lifespan, which gives consumers another reason to choose our products.”

With sustainability now a real buzzword in the toy industry and a huge focus for SES Creative too, does Damien Collett think toy manufacturers are doing enough in general, and how can sustainability be brought more into the arts & crafts space?

“Sustainability is more important now than ever,” he says, “and I believe while there are moves towards more social responsibility within the industry, there is still more we can do. Arts & crafts has the perfect opportunity to lead the way with regards to sustainability, by reducing waste in our products and eliminating plastic. SES Creative wants to keep building upon our CO2 neutral achievement; we have continued to build and grow our Eco range of products that uses recycled plastic, and use cardboard with a high percentage of natural materials. Our focus is to continue producing as much as we can ourselves, which allows us to review products and remove unnecessary plastic, lessening our impact on the environment and meeting the evolving needs of the current consumer.”

Retailers will be hoping the arts & crafts popularity continues, having enjoyed a surge in sales during the pandemic. Ian Melville, of Bright Star Toys in Linlithgow, Scotland says there has been a recent resurgence in popularity for Hama Beads while Brendan Will, of Will’s Toy Shop in Aberdeen says chalk was one of his biggest sellers, especially during the first lockdown when kids were using it on pavements during the sunny weather.

As well as providing a worthwhile activity, with a tangible and hopefully satisfying result, many retailers rely on arts & crafts products as steady sellers as they offer ideal price points for treats and gifting. A well-stocked selection can bring in repeat customers, evening out summer sales when the weather is unsuitable for outdoor toys. Some inventive retailers even encourage kids to share their creations, bringing them into store or posting them on social media, fostering a relationship with their customer base and encouraging repeat purchases. The pride achieved by creating something new is a feeling crafters are often keen to experience again and again.

Over the next few pages, Toy World highlights the latest arts & crafts ranges available to retailers.

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Arts & Crafts

Brainstorm

01200 445 113 | www.brainstormltd.co.uk With arts & crafts more popular than ever, Eugy’s sales have soared since Brainstorm launched the range in 2018, and even more products will launch during 2021. The collection now includes Koala, Ptero, Sea Otter, Blue Whale, Dolphin and Orca, and by the end of the year will comprise 40 characters with Unicorn, Sloth, Meerkat, Dragon and Parrot to name a few others. Three Christmas Eugy figures will also launch in October 2021 including Reindeer, Santa and Snowman.

The award-winning Eugy range allows children to create highly collectible 3D models, which are made using high-quality recycled card with eco-friendly ink and nontoxic glue. Using a simple number sequence, children can assemble the pieces in around 20 minutes, creating a sturdy, cute creature or animal to keep and display, and each pack also features educational fun facts about the animal. Brainstorm says the Eugy range is popular because of its creative and collectible possibilities while parents love the impulse price point and all-important sustainability factor.

As the range continues to evolve, Brainstorm has created a range of innovative POS to grow with the brand, and a new versatile Eugy slat wall arrangement will enable retailers to easily add to their display.

Sambro

0845 873 9380 | www.sambro.com Sambro International’s own-brand Let’s Create range sits across numerous licensed properties incorporating dough, doodle play, sewing, paint, cooking and making.

The Peppa Pig arts & crafts range has received a phenomenal response since launch, and the Peppa Pig Fun Felt is no exception, with the craft kit allowing children to create scenes for fun, imaginative, mess-free play. There is also the Create Your Own Character, which allows little ones to stuff and fill a character to make their own Peppa friend, while Peppa Pig Create Your Own House gives children the opportunity to construct, colour and play with their own Peppa house.

Sambro International is home to core franchises of Paw Patrol, Disney Frozen and Princesses, Trolls, Minions, Barbie, Fisher Price, Marvel, Care Bears Baby and Baby Shark. 2021 has seen the launch of new Paw Patrol Movie ranges, tying in with the theatrical film release in the August as well as new franchises Peppa Pig and Teletubbies. Sambro will be delivering its range, including arts & crafts in Peppa Pig, for selected territories.

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Arts & Crafts

Hasbro

0208 569 1234 | www.hasbro.co.uk Little ones can be transported back into an imaginary prehistoric world of dinosaurs and volcanoes, with two new dino-themed Play-Doh sets, while others let them role play at hairdressing and dentistry.

There are lots of ways to get creative with the Play-Doh Dino Crew Crunchin’ T-Rex, which features a green dinosaur figure, pterodactyl friend and three PlayDoh eggs filled with non-toxic modelling compound. Suitable for children aged 3-5, the T-Rex crunches, gulps, slurps and burps as he is fed his compound before the Play-Doh drops into his tummy, then out the other end. The toy pterodactyl friend makes little half-eggs for the nest.

The Play-Doh Slime Dino Crew Lava Bones Island Playset, suitable for children four years and over, features eggs filled with slippery-smooth Play-Doh Slime HydroGlitz compound to make the toy volcano erupt and fill the valley below with pretend lava. Each egg also contains mini dino bones to discover along the way, and kids can fill the clear dino mould with the skeleton and Play-Doh Slime lava to make their own dinosaur. The box includes a volcano playset, T-Rex bones, bone mix-ins, ruby charms, dinosaur mould and four eggs filled with Play-Doh Slime HydroGlitz compound.

Hasbro has also released two Play-Doh play sets where kids can try their hand at new professions. One is the Play-Doh Crazy Cuts Stylist, a hair salon where kids aged three and over can play hairdresser and give the ‘customer’ the most creative hairstyles they can imagine. Kids can make the hair grow by adding as much Play-Doh as possible and can change the shape and thickness of the hair with the styling head attachments. There are eight tri-colour cans, which each have two ounces and three colours inside for lots of combinations to create colourful styles. Kids can also use the scissors and pretend razor to give the customer a haircut before starting all over again. The play set, based on the classic Fuzzy Pumper Playset, contains scissors, a crimper, two hair rollers, a braid roller, two hair ties and a razor.

With the Play-Doh Drill ‘n Fill Dentist, kids can banish fears of the dentist by taking control and pretending to be a tooth doctor. They can make the patient stick out his Play-Doh tongue, then use the tooth mould to create a whole row of teeth, drill and fill with the hand-powered drill that really spins, or use the syringe extruder tool. The cavity-coloured modelling compound has green speckles to look like the patient has gunk in his teeth, and gold and silver Play-Doh can be used to make braces and fillings. The set, suitable for ages three and up, includes a braces roller, toothbrush, picker, flosser and mirror.

Ravensburger

01869 363 830 | www.ravensburger.com New for 2021 is CreArt, a stunning range of painting by numbers products, based on a mix of traditional and modern styles.

Ravensburger is known for producing high quality, feature-rich products and CreArt is no different, with high quality, thick painting canvases and thick acrylic paint, plus a fine point durable paintbrush to enable detail painting. The range focuses on a selection of different animals, from the cute Cuddly Bunny and a striking Majestic Tiger, to the most unusual of Best Friends.

CreArt will suit children aged from seven years and up. New additions will be joining the range for autumn/winter featuring adorable koalas, a striking stag in a stunning winter scene, a polar bear and a delightful deer.

Finished masterpieces can be displayed in the presentation frame which is included. Special editions include The Royal Horse, with a glitter presentation frame, and Cuddly Bunny, with glittering gems and polish to add to the masterpiece.

The CreArt collection will be fully supported by a detailed marketing campaign with a focus on social media and an always-on digital approach.

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Arts & Crafts

Toynamics

0116 478 5230 | www.toynamics.co.uk | sales@toynamics.co.uk New for 2021 and exclusively distributed by Toynamics is DinosArt, offering artists aged seven years and up a variety of dinosaur-themed craft sets, decoration and playbooks that promote creativity and provide hours of fun.

The range contains 10 different kits, ranging from activity books to larger gifts sets, including the impressive Suncatchers set, containing nine ready-to-paint clingers, five glass paints, a paint brush and three suction cups to hang the masterpieces.

Kids can also create enchanting designs with the Sticker by Number Creative Book: available in an attractive CDU, each book contains 14 different templates, 1,639 stickers and a fun fact sheet about dinosaurs.

A perfect mess-free alternative to traditional paint by numbers sets, the range also includes creative pick-up lines with Glow in the Dark Tattoos and collectible Meteor Blind Packs.

The Nebulous Stars range, also exclusively distributed by Toynamics, comprises a variety of engaging arts & crafts activities designed for children aged seven years and up. The Origami Lanterns Kit remains a best seller and includes detailed instructions on the famous art of paper folding. Kids can use the printed sheets of origami paper to make 10 star-shaped lanterns, and decorate them with beautiful rhinestone stickers before adding a string of 10 battery-operated lights. New to the range is the Pitch Black Art Set, which contains 20 magical glow-inthe-dark watercolour panels, a metallic colour palette and much more.

The range also includes Crystal Snow Globes, Dreamcatchers, Calming Colouring books and Tracing Light Pads.

Both DinosArt and Nebulous Stars offer attractive in-store display solutions including CDUs, FSDUs and promotional material.

Galt Toys 01614 289 111 | www.galttoys.com Galt Toys offers a range of arts & crafts to keep youngsters entertained, as well as helping them to develop vital cognitive skills and boost their confidence while they play.

Activity Packs are compact kits that provide an ideal introduction to crafting across a wide range of skills, as well as making ideal party gifts. With the Foil Badges set, budding artists can wear their colourful creations with pride or give them as gifts to friends and family.

Creative Cases allow budding artists to try their hand at a fantastic selection of techniques for boundless crafting sessions and make great sleepover activities to complete with friends. The scented Soap Making Kit allows young crafters to make an assortment of themed soaps that are perfect for gifting, and with the Hair Design Case, children can create fabulous new looks in just a few simple steps. The Nail Design Case is brand new for 2021 and contains everything needed to customise nails with varnish, glitter varnish, nail gems and more, all in a cute carry case for easy storage. For mess-free modelling, the First Modelling set lets little artists make 10 adorable animal models with glitter beady modelling material and easy-to-use air-drying clay.

As the summer holidays approach, Galt’s Stationery and Water Magic ranges offer plenty of engaging and mess-free activities that are ideal for travel too. Learn to Draw teaches little artists to draw in just four simple steps with the handy light projector drawing case. For art on the go, the Travel Learn to Draw is easy to pick up for day trips and holidays, as are the Reusable Sticker Books and Colouring Books with themes to suit every child’s interests. The new Travel Activity Case contains over 80 pages of fun with an activity book, reusable sticker book, colouring pad, dot to dot pad, 10 colouring pencils and sharpener in a handy, portable case.

The Water Magic range is also expanding to include enchanting Nursery Rhymes, featuring beloved characters such as Little Bo Peep, Humpty Dumpty and Jack and Jill. First Water Magic introduces the range to children aged 18 months and up, and new for 2021, Baby Ocean means young children can enjoy colouring the cute creatures from the deep time and time again with the chunky pen that’s designed for little hands.

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Arts & Crafts

PlayMonster UK 01628 488 944 | www.playmonster.co.uk With families spending more time together during the pandemic, PlayMonster UK has seen an invigorated trend for traditional play patterns including arts & crafts, and is expanding its range of creative toys to fulfil this demand.

FabLab’s sustained popularity is driven with on-trend products, environmentally friendly components and user-friendly packaging and, following the pastel trend, a new FabLab Pastel Tie Dye kit has been introduced this spring. PlayMonster UK is also launching a new FabLab Screen Printing kit, which creates amazing screen-printing designs, perfect for the brand’s fashion driven and creative audience. The FabLab range is supported with PR, social media campaigns and celebrity gifting campaigns. TV campaigns will further support the brand leading up to Christmas.

Developments are also on the horizon for Fuzzikins, with a brand-new Homemakers range launching this autumn/winter. Appealing to children aged three years plus, the Homemakers range features modular homes to build and decorate and allows kids to expand their collection to build a fuzzy world of imagination and play. TV promoted for autumn/winter, the range is also supported by PR and social media activity.

The popular Charm Jewellery collection, featuring high quality, enamelled metallic charms and beautiful beads, has been redesigned with new packaging that makes it easy for users to organise and store the components.

PlayMonster UK is introducing new Cuties Charm Jewellery and BFF Charm Jewellery products to the range from early summer this year, which will also be supported with social media and PR campaigns.

Vivid

01483 449944 | www.vividtoysandgames.co.uk Super Sand, from Goliath, is a range of high-quality magic sand already established, trusted and loved by families, and supported by a 360-degree marketing plan including TV and digital activity.

The sand is super soft to touch and lightweight yet buildable, so kids can easily create whatever their imagination inspires them to. It is also endorsed by parents as it is non-staining and mess-free. The range includes the Castle Adventure, which contains 600g white sand, 300g blue sand, eight castle building moulds, a roller, a prince and knight figure and play tray.

Crayola’s Paint-sation is an innovative brand that contains gravity defying paint pods that can even be turned upside down without spilling. It paints like normal paint, with all the colour, versatility and creative possibilities that kids love, but without all the mess that parents avoid.

Kids can use the paintbrush to dip into the unique textured sponge inside the paint pod, and then transfer the paint onto paper to create pictures.

The paint won’t spill from the pod, there’s no water required and no dripping, so Paint-sation provides all the fun with less of the mess. The paint is also fully washable from skin and clothing.

Kids can bring their artwork to life with 5 vibrant colour options, and when they are finished, the Paint Pods stack together for easy storage. The paints clip onto the Table Top Easel for an all-in-one artist station that can flip to either portrait or landscape mode. Young artists can take the portable On-the-Go case wherever they go for handy and mess-free painting. The pods are held together in the handheld case and there’s space for paper to turn it into a ready to go easel.

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www.canaltoys.co.uk enquiries@canaltoys.uk

Arts & Crafts

A.B.Gee

01773 570 444 | www.abgee.co.uk A.B.Gee has seen demand soar for its arts & crafts ranges and, with no signs of this trend slowing, has extended the already hugely popular Jar Melo range with some great new additions.

The Working Model kits feature easy to assemble paper animals, vehicles and figures, which kids simply cut and fold to create their own model world.

Each kit makes five full size reusable models with working features, using simple mechanisms, and their assembly encourage concentration.

Once complete, kids can flip open the crocodile’s jaw to see what it’s hiding in its mouth or carefully push open Dracula’s coffin to make him sit up.

The Amazing Origami Animals United set is an intriguing set of 28 paper projects with a step-by-step approach to guide the creative process. Crafters can create a variety of animals such as owls, hedgehogs and fish, then give them a finishing touch using the stickers provided.

The Jar Melo range, which is exclusive to A.B.Gee, is made up of over 90 premium quality art supplies, craft kits and activity packs. A.B.Gee says the brand is designed for little hands, creative minds and big imaginations.

DKB Toys & Distribution 07813 725 480 | www.dkbtoys.com Children can collect and paint an assortment of animals such as a turtle, butterfly or frog with Alex Toys Craft Rock Pets, which can be displayed indoors or outdoors, thanks to the weatherproof paint.

The kits, suitable for children eight years plus, enable children to transform the pretend rock in no time at all, and the masterpieces can be kept or gifted to a friend or relative.

Kids can also get creative with Alex Toys’ award-winning My First Sewing Kit - the perfect introduction for children aged seven years plus to the creative world of sewing.

A skill that lasts a lifetime, the kit can be used to make stuffed animals, notebook covers and more. All the materials needed come in the charming carry case that includes 28 felt shapes, embroidery floss, stuffing, fabric, ric rac, scissors, measuring tape, pins, needles, thimble, pin cushion, six buttons and pom pom strip.

Alex Global Products returns to the market in 2021 after being re-branded from Alex Brands. The growing arts & crafts division is part of the broader Alex range of over 200 SKUs. The IP belongs to the Everest Wholesale/ DKB Toys & Distribution family and a capsule collection of the top performing 30 SKUs will be introduced initially, with a view to expanding the range out later in the year and across 2022.

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Arts & Crafts

Tomy

01392 281927 | www.tomy.com Combining the fun of DIY papier maché making with the ever popular unboxing gift trend is Maché Magic from Tomy, available from autumn/winter 21. The new range joins the toy brand’s arts & crafts line-up, which already includes household names such as Aquadoodle and Cella sticker maker.

Children can get creative in designing and making gift boxes for their friends and family to celebrate occasions such as birthdays and holidays with the straightforward kit which uses everyday household items: toilet paper and water.

No messy paste or batteries are required, and the set comes complete with heart-shaped and egg-shaped moulds, glitter glue pens and decorative sticker sheets, alongside the Maché Magic Craft Maker, so there are endless opportunities to get creative.

With a quick dry time of 4-8 hours, the fun and easy project doesn’t require lots of complicated equipment, with single ply tissue paper working the best. The reusable moulds and easily accessible materials required for Maché Magic makes for a versatile activity and hours of fun. The range is designed for children aged 6-9.

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Spin Master has a great variety of arts & crafts toys to encourage creative play, ranging from the ever-popular Kinetic Sand products to Cool Maker’s glamorous hair and nails styling play sets.

Kinetic Sand provides children, big and small, with a huge selection of sets that can bring a creative element to playtime. The mesmerising sand, which flows through users’ hands and never dries out, has gained popularity with children and parents alike and is inspired by the drop and squish play pattern on social media. Each new play set brings different and exciting ways to create with Kinetic Sand, including the Sandwhirlz Playset which makes it easy for kids to customise the sand effects with shape shifters and tools.

New for 2021 is the Kinetic Sand Ice Cream Treats Playset, featuring almost good enough to eat vanilla, chocolate and strawberry scented sand. The Ice Cream Treats Playset allows children to serve up their very own sweet treats using six different tools and moulds and six fun topping accessories, to create ice cream sundaes, waffles, ice cream cookie sandwiches, ice cream cones and more.

Spin Master’s Cool Maker lines feature a range of crafty yet stylish toys that allow for the ultimate personalised makeover, and kids who want to bring a little sparkle to their day will love the Cool Maker Go Glam Glitter Nails Kit. With six different colours of glitter and everything needed for the perfect manicure, it’s a great gift for a creative child who loves colour and glitter. Similarly, the Go Glam Hollywood Hair Extension Maker provides kids and teens with the opportunity to create their very own colourful hairstyles. The DIY studio comes packed with tools to customise and style 12 wearable hair extensions, and is a fantastic choice for those wanting to express their creativity and style.

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COLOUR IN AND STORAGE MISSION CRUISER

NEW!

Full Range available...

COLOUR ME IN!

WASH ME AND THEN RECOLOUR

COLOUR YOUR OWN STICKERS INCLUDED

© Spin Master Ltd.™PAW PATROL and all related titles, logos, characters; and SPIN MASTER logo are trademarks of Spin Master Ltd. Used under license. Nickelodeon and all related titles and logos are trademarks of Viacom International Inc.

Colour me in!

Full Range available...

Decorate Ro oms with Sticker Sh eets

Get creative with Peppa!

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Images are for illustration purposes only. Product may vary. Subject to licensor approval.

Peppa Pig and all related trademarks and characters TM & © 2021 Astley Baker Davies Ltd/ Ent. One UK Ltd. and/or Hasbro. All Rights Reserved. Used with Permission.

Wash Me Clean

Arts & Crafts

SES Creative 01304 746030 | www.ses-creative.com SES Creative, which is well known for its wide range of arts and craft products with over 300 different products to choose from, has added over 70 new lines added to its range for 2021.

Product highlights this year include the new Stationery Crafts Kit containing everything needed for kids to make their own writing paper, envelopes and postcards, and the new Mini Weaving Looms Set. With four wooden mini weaving frames and six colours of embroidery thread, the set allows the user to make four different animals, and includes glitter and stickers for finishing touches.

Also new is the Shrink film-Knight’s Castle containing everything needed to make a castle with knights. After tracing the examples and colouring them, the finished products are placed in a warm oven. Once they have shrunk to the correct size, the figures can be displayed in the included foam holders, and a castle can be made from the packaging by following the instructions.

For younger users, there is an assortment of new products such as Easy Loop Hand Puppets where children can make a lion and hedgehog puppet without the need for a needle and thread. For pre-schoolers, the already popular Colouring with Water range has been added to with two new products: Colouring with Water Hidden Animals and the Elephant Colouring Mat. These sit alongside the already popular pre-school range, which includes the award-winning Crayon Beads and many other crafting and painting sets all safe for aged one year and over.

The casting and painting range has a new Glitter Animals addition to go alongside the existing unicorns, dinosaurs, cats and dogs, wild animals and more. Finally, the colouring and painting range has new lines including a Tie-Dye Set, Airbrush Pens, Glitter Glue and Magic Sequins colouring book.

SES Creative products cater for a wide range of ages, starting with pre-school products focused on introducing hobby activities that are designed to stimulate sensory and basic motor skills; these products are safe for under threes and are extremely washable. The company also has a range of products aimed at ages 3-6 years that make learning fun and assist in teaching more advanced techniques such as using a hammer or scissors. Finally, its core hobby category contains products suited for ages five years plus and includes well known lines such as the hugely popular casting and painting range and a wide array of hobby activities including make your own soap and woodwork sets. This is all complemented by a range of paint products such as fingerpaints, textiles and more.

All products made by SES Creative are CO2 neutral.

H.01603Grossman

397105 | www.tobar.co.uk | sales@tobar.co.uk Tobar Colour Your Own Cardboard Playhouse is perfect for whatever the weather brings, as it can be enjoyed both indoors and outdoors, and Tobar has now added a Colour Your Own Tent to the range.

The tent version of the classic indoor/outdoor art project is also available in a Unicorn and Dinosaur theme. The playhouse version is easily slotted together, as there are no fixings or glue needed, before kids can be let loose with crayons and pencils to add colour to the pre-printed designs.

Another craft challenge is the Junior Engineers Workshop range which uses tools to fit metal pieces together. Using real nuts and bolts, these model making kits can be combined to make bespoke creations. Each kit comes with its own difficulty rating and the range includes a pull back and go robot, a pull back and go digger and an off roader. The small sets come at pocket money prices and include planes, bikes, helicopters and cars, while older children can tackle the Workshop Action Bot, a Ferris Wheel and an Aeroplane with moving propellors.

HGL also offers a range of Tobar kits for children to make their own slime with different types and textures, as well as kits to create their own candles or design and decorate glass bottles to make the perfect gift. Tie Dye is a massive theme this year and there are also Tobar kits where children can make their own tie dye project, including a sock and shoelace tie dye kit, and a kit to create a Tie Dye Tote bag. A Knitting Kit with everything needed to learn to knit, including a selection of wools, is also available.

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Arts & Crafts

Sequin Art 01760 721390 | www.sequinart.com | john@sequinart.com A new painting by numbers range aimed at a younger target market is set to be launched this summer by Sequin Art, along with an expansion of its Diamond Art collection.

My First Paints is a brand-new painting by numbers range that was designed for children as young as four years and features six playful designs that will spark even the youngest artist’s imagination.

Each set comes with everything little artists will need to bring their pictures to life: a pre-printed picture board, paintbrush, picture guide and six acrylic paint pots. These new painting by numbers projects are perfect to nurture and develop creative minds.

My First Paints range is a new addition to Sequin Art’s popular Junior and Senior painting by numbers collections that are loved by adults and children alike. The Junior range is ideal for less experienced artists, from eight years and up, whereas the Senior range gives more advanced painters a chance to challenge themselves.

In addition, the team at Sequin Art is bringing seven new Diamond Art designs to its existing collection. The new additions feature an array of popular themes that include unicorn, tiger, flamingo and many more, and all were designed by Sequin Art’s in-house designers. The launch also introduces a selection of new, vibrant gem colours, giving this collection a fresh appeal.

Sequin Art’s Diamond Art range features smaller projects that are easy and enjoyable to complete, and this collection is suitable for adults and children six years and over.

Flair

020 8643 0320 | www.flairplc.co.uk | sales@flairplc.co.uk Flair’s arts & crafts portfolio has a host of new arts and crafts concepts as well as some heritage favourites for the whole family to enjoy.

Collectibles meet craft with the Sneak’Artz range which allows kids to create their own miniature designs, with 24 mini shoe styles to collect and customise. Launched for spring/summer 21, each Sneak’Artz Shoe Box pack contains one shoe, washable pens, charms, stickers and an attachable key chain. The range will also see the launch of the Sneak’Artz Bumper Set, with its two-shoe format, spray can, glitter and four-dots pens, accessories and stencils that come included.

Nostalgic heritage brand Spirograph is set to launch the Original Spirograph Animator this autumn/winter, keeping the line fresh to ensure year-on-year popularity. A current best-seller is the ever-popular The Original Spirograph Design Set Boxed, a 30-piece set featuring precision parts, pens and reusable Spiro-Putty. Spiro-Putty holds the fixed position Spirograph pieces securely in place on the paper for precision detailing, letting kids create countless amazing designs. Another top choice is the Spirograph Scratch and Shimmer Set, which lets users create sparkly rainbow designs every time.

Autumn/winter 21 will also see a new arrival in Flair’s creative play portfolio with the Let’s Glow Studio. This market-first content-crafting kit lets kids glow-up their selfie videos, with no app required. With glow stick dances and challenges trending on TikTok, and the sharing of dancing/fashion content a craze that is here to stay, Let’s Glow Studio is right on trend. The reflective crafting kit uses patent-pending retro-reflective technology, which was previously only available with expensive LED suits.

The Let’s Glow Studio Star Light Studio comes with reflective stickers, hair clips, shutter shades, stick-on nails and more, and once the glow-up accessories have been created, kids can hit the lights and shoot their selfie videos, using the included StarLight Clip. The Clip lets the user glow-up their accessories in 16 different colours and access four colour change modes with speed control, giving kids full control over their content. Also launching for autumn/winter 21 are three top-up packs, so kids can carry on creating. Let’s Glow Studio launches with full marketing support, including TikTok and YouTube influencer content.

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Includes inspiration cards

Children can experiment with layering, patterning, and abstract expression with Guidecraft Discovery Frames.

Large, translucent frames in square, triangle and circular shapes feature notches and holes for weaving and lacing using the twine strings included in the set. Layer found materials and natural loose parts to heighten sensory and artistic exploration or showcase personal trinkets and photos to encourage emotional connection through creation. Enhance imaginative play with 6 double-sided concept cards providing creative inspiration.

Includes 3 frame shapes

www.guidecraft.com

Sales Rep: Lorna Smith (EMEA) Email: lsmith@guidecraft.com

Phone: +44 (0) 7725833273 Skype: lorna.smith966

Arts & Crafts

Guidecraft

07725 833 273 | www.guidecraft.com With products such as the Discovery Frames, Guidecraft provides children with creative means to connect to nature and to create art. Over-sized, translucent frames feature notches and holes for weaving and lacing using found loose parts like leaves, grass and flowers as well as included twine strings. Six double-sided concept cards provide craft inspiration for artistic and organicallyinspired weaves.

Young children benefit from creative free play while also engaging in tactile, fine motor activities.

Using their imaginations and natural inspiration, they can begin with simple concepts and advance to more complex weaves while experimenting with layering, patterning and creative, emotional expression.

Each set includes an over-sized square frame, triangle frame and circle frame, each large enough for individual or collaborative activities.

With its range, Guidecraft emphasises the importance of open-ended play, the beauty of organic, loose parts and the significance of creative, hands-on learning through children’s connections to nature. The toys are inherently educational and inspirational and encourage children to use their imaginations in the classroom, and beyond.

DKL-Beysal

01604 678 780 | www.dkl.co.uk From its early days with DKL-Beysal, Hama Beads has grown steadily and continues to go from strength to strength. The brand will soon be introducing new licensed products including a Peppa Pig gift box including approximately 4,000 beads, a pegboard, ironing paper and instructions.

Available in different sizes, colours and themes, Hama Beads is continuing to impress with its low prices and high value. The brand’s aim has always been to encourage creativity and imagination in children and adults alike, and with a few Hama pegboards and a variety of colourful Hama beads, the possibilities are endless.

A popular starter option is the Blister pack: each pack contains a pegboard, ironing paper and enough beads to make the designs shown on the packaging. A hot seller among the larger gift sets is the 10,000-bead and coloured pegboard bucket.

The Breyer Model Horses range offers a wide range of art & craft products for animal lovers, with the Craft and Activity line totally revamped for 2021. A partnership with the master crafters at MyFroggyStuff will bring a mix of classic favourites, such as the Stablemates Suncatcher Unicorns, and brand-new projects such as the 1:12 scale Unicorn Paint and Play, all in bright, new packaging. Since 2012, the MyFroggyStuff team has been sharing craft projects with millions of fans around the world on both YouTube and Instagram.

Throughout 2021, DKL-Beysal will be launching several new ranges from its in-house developed product line. Launching in August 2021 is The Dancing Army, a brand that follows the Tik Tok trend, one of the most downloaded apps of 2021. Children and teens love to challenge, act and dance and The Dancing Army allows them to paint their bodies, face and hair with neon body ink markers and chalk pens, dress up with the accessories, learn the choreography and start dancing. Once the dances have been practised, they can be uploaded to favourite dancing social networks.

Included in The Dancing Army Case are six fluorescent bracelets, three neon markers, one neon hair chalk pen, one neon net glove, one ultraviolet light and instructions.

DKL-Beysal will be supporting The Dancing Army with high-profile marketing campaigns to include YouTube advertising, influencer campaigns and extensive social media and PR activity.

Also launching in August 2021, is Lil’ Kampers, a play value plush line that combines arts & crafts with role play, thanks to the standing plush figurines, fabric accessories and reusable packaging as play sets.

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For more information please contact sales@ses-creative.co.uk or call 01304 746 030

Arts & Crafts

Zuru

info@zuru.com Zuru’s Oosh Potions Slime Surprise adds a dash of magic to DIY slime making for children aged four and above. Each different bottle lets kids create two surprise slime potions.

From the BFF’s Elixir to the Enchanting Potion, kids can follow each recipe provided to create their own potions by opening the sparkly bottle and using the base as a bowl. Each potion can be stirred with the included glow-in-the-dark mixing wand.

Every potion takes children through a magical journey as they mix ingredients including gold sequins, a ‘handful of dreams’ and ‘spirit shimmers’. Each potion comes with its own gooey or powder base, three different accessories to add, storage bottles and an easy-to-follow recipe. There are eight potions to discover and collect. Each bottle includes an instruction sheet, magic pot, magic wand, magic mermaid surprise beads, magic unicorn surprise sparkles, magic dust, seashell spell activator, and sweet seashells liquid glitter.

Epoch making toys 08435 574 062 | www.aquabeads.co.uk Epoch making toys has enjoyed huge sales growth of its arts and crafts brand Aquabeads throughout the Covid-19 lockdown and has big plans for 2021, including the special launch later this year with iconic brand Super Mario.

Aimed at children aged 4-10, Epoch believes Aquabeads is the perfect activity to keep children occupied over the summer holidays when many families may be enjoying staycations.

The brand has experienced popularity since its launch in 2004 thanks to the water adhesive feature of the beads. All sets come ready-to-play, without the need for heat, sharp tools, messy paints or extra accessories, meaning children can start crafting straight away.

The brand hopes to maintain its recent momentum with new additions to its core and licensed ranges, plus TV advertising and influencer campaigns later on in the year. It is introducing an array of exciting new SKUs in its Star Beads collection including hero SKUs and the Fairy World Set and Enchanted World. Both are complete sets containing everything children need to get crafting, including extra accessories such as charms, tiaras and bracelets. This extends the play value and allows children to wear their creations with pride.

Many older children and adults also enjoyed arts and crafts activities during lockdown, and the full Aquabeads range has something for everyone: more advanced 3D sets, popular licences such as Disney Princess, collectable Mini Theme Assortments, bead replacement packs plus extra templates.

Parents can enjoy making creations with their child, while older fans can design their own templates or even go freehand to create something completely unique.

Some of the new SKUs will also appeal directly to older fans including the recently launched Animal Crossing New Horizons Character Set, which has proved incredibly popular with fans of the game. Fans can make all their favourite characters, including Tom Nook, Isabelle, Bunny, Peanut and more. There are also bonus designs for Timmy & Tommy, K.K. Slider, Orville and Wilbur included in the instruction manual which can be created with the refill packs.

The brand is also excited for the special launch later this year with iconic brand Super Mario, which will appeal to long-term fans of the game.

A key trend Aquabeads is focusing on this year is extended play value, and the brand started 2021 by launching the Creation Display in the complete sets. This fun display board allows crafters to elongate their Aquabeads experience by making signs, messages or scenes with their bead creations. Coupled with the playmats and bead stands, it allows children more play opportunities beyond just making their creations, ensuring customers get the best value from their original purchase.

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For fur ther infor mation please contact sales@dkl-beysal.uk, call 01604 678780 or visit us at w w w. d k l - b e s y a l . u k D I G I TA L A N D S O C I A L C A M PA I G N S

L AU N C H I N G AU G U S T 2 0 2 1

Arts & Crafts

Craft Buddy 0203 417 6565 www.craftbuddyltd.co.uk Craft Buddy is introducing a host of new designs and range extensions to its popular Crystal Art collection in August. Building on the success of its Disney line, launched in 2020, the company has further expanded the range, targeting children aged eight years plus with a host of appealing and engaging kits to help create their own sparkling mini-masterpieces.

The vibrant, eye-catching new designs feature a host of lovable creatures and flora and fauna from the natural world including 18x18cm Crystal Art cards depicting an array of animals and birds. Technicolour Rainbow Toucan and cute Koala Hugs feature alongside Penguin Family, Turtle Paradise and Unicorn Garland for crafters young and old to create stunning cards to send to friends and family.

Popular with children, Crystal Art Frameables kits incorporate all that is needed to make and display creations, with luminous Tree Frog, colourful Rainbow Llama, star-studded Rainbow Cupcake and friendly Sea Turtle all new additions for this summer.

New Crystal Art Notebooks featuring detailed Elephant, Lion, Peacock and Rose images are being launched alongside multiple different designs being introduced into the Crystal Art canvas kits. Incredibly detailed images including Gardens of Fuji, Two Toed Sloth and Autumn Hedgehog in 30x30cm canvas options will delight crafters of all ages, while larger 40x50cm kits are also being introduced showcasing stunning landscapes, pastoral scenes and distinctive animal portraits. These have been designed to challenge all ages and skill levels and ultimately create a work of art to hang on the wall.

Character Options 0161 633 9800 | www.character-online.com | sales@charactergroup.plc.uk With Cra-Z-Art Shimmer ‘n Sparkle, Easy Tat2 and Stuff-a-loons to discover, there’s plenty to inspire the most creative imaginations from Character Options this year.

Fresh for 2021 is the Ultimate Twist & Colour Tie Dye Studio, which will help to inspire the next generation of fashion designers by allowing children to design and create colourful tie dye fashions. Totally mess-free, children can twist, band and dye to create five different effects, transforming clothing items and accessories. The set comes with everything required to make some tie dye hair accessories.

Kids can also transform their skin with the new Easy Tat2 Airbrush Body Art Studio, which follows on from the huge success of the Easy Tat2 Pen. There are 24 reversible tattoo stencils to choose from, with which kids can create traditional airbrushed Tat2s, before completing the look with gems, jewels and even stick-on eyes. Alternatively, kids can free-style and create their own designs for a unique, fashionable look. When not being used, the studio folds away into a carry case, keeping Tat2 supplies neatly stored away.

Stuff-A-Loons offers an innovative way of creating stuffed balloons at home. Children can choose the fillings, inflate the balloon using the Stuff-A-Loon Maker Station, then stuff with their chosen accessories and seal to create a stunning gift or decoration. Each Stuff-A-Loons Station set comes with 12 reusable balloons, plus 10 mini balloons, six reusable clips, fun party fillings and display accessories, so kids can show off their creations. The kit can be used again and again, and there’s a Party Refill pack available too, for even more designs.

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www.abgee.co.uk - 01773 570444

ART PLAY THINK

Arts & Crafts

Kids International Marketing 07307 404600 / (+353) 86 023 0233 | www.cuckoo.ltd.uk Art products company Chameleon Art Products is reintroducing The Original Blendy Pen as its lead product for Chameleon Kidz. Blendy Pens is a patented system which enables two coloured felt pens to be blended together to produce different colours.

The Blendy Pens range delivers endless fun for children from the age of six, and each set comes with a bonus airbrush delivering an additional way to use the product and a different level of creativity. There are six SKUs in the Chameleon Kidz Original Blendy Pens range which is now in stock from UK distributor Cuckoo.

The core of Chameleon’s range is focused on professional art products for older age users, and the company has achieved global popularity resulting in hundreds of thousands of social followers and viral campaigns worldwide.

Kids International Marketing is looking to appoint distribution partners for Chameleon Kidz lines in the rest of the world, and the Kids International Marketing UK sales team is ready to present The Original Blendy Pens range to all interested retailers.

Rex London 020 8746 1700 | www.rexlondontrade.com Children can start learning how to French knit with the cute Knitting Mushroom from Rex London. The kit is a great way to introduce kids to knitting with no sharp needles and includes one knitting mushroom, three balls of yarn in red, pink and white, one wooden needle and instructions.

Those who are more interested in sewing can choose from the wide range of Rex London sewing kits. For complete beginners, there’s the cardboard Learn to Stitch activity, which doesn’t require the use of any needles, while for those with more advanced stitching skills, there are kits to make plush toys and felt tote bags.

Kids can also be introduced to the art of paper folding with one of Rex London’s origami kits. They can watch their 3D representations come to life before their eyes with the Animals Origami kit. This kit comes complete with 24 sheets of printed paper and a full instruction book, so they can learn how to turn squares of paper into foxes, mice, parrots, cats and rabbits. Also available, and all using cardboard, are the Make Your Own Bugs kit, 3D Animals kit and Make Your Own Town kit, so there is something for everyone.

Bandai UK

020 8324 6160 | www.bandai.co.uk Since its relaunch last year, arts & crafts fashion IP Harumika has established partnerships with fashion influencers and virtual fashion events to further cement the brand’s relevance within the fashion sphere.

The new range of Harumika fashion designs is based on the spring/summer 21 catwalk looks, to ensure the seasonal styles remain current and on trend.

Nature Mood and Tie-Dye provide the inspiration behind the new spring/summer collection for the Single Torso Sets, offering an entry point line with a choice of four styles, each with fabric and accessories to customise individual creations. The sets allow budding fashion designers to channel their creativity without the need for gluing, sewing, or cutting. Children simply arrange the fabrics around the mannequin torso, tuck into the slits using the stick and pins, and the design stays in place. The Single Torso assortment comes with a torso, stick, 10 pins and three fabrics, while existing mood boards include Street Blues, Neon Beast, Charming Countryside and Sweet Peru.

A Double Torso Set Assortment also includes four different options, all taking inspiration from real global fashion trends and themes, while the ultimate lines in the collection are the Bridal Sets which inspire children to design their own signature creations from a selection of satin and lace fabrics.

Harumika has developed a dedicated Instagram community and YouTube channel where children can access content to share creations, be inspired and learn new techniques from a catalogue of tutorials.

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Arts & Crafts

John Adams 01480 414 361 | www.johnadams.co.uk John Adams Leisure continues to build its hugely successful heritage within the creative play category in 2021 with innovative new products for children to express their imagination, with easy to achieve results.

Children can make unique squishy characters with Aqua Gelz, where the special Gelz is squeezed into shaped moulds, then submerged in the Aqua Gelz solution mixed with water, to see the design transform into a super squishy creation.

There are six sets to collect at all key price points, including the Starter Pack, Aqua Park Playset, a Colossal Activity set featuring 42 Aqua Gelz, as well as a Delux Playset, Deluxe Castle Playset and a Magical Castle Playset.

Crafty Surprise taps into the unboxing trend with a new crafty twist, allowing children to create and collect cute craft projects such as friendship bracelets, accessories and trinkets.

Kids can unbox their craft, follow the instructions and use the included components to complete their own creations. The range is in stock and available now in eye catching CDUs. Cutie Stix is a new bead brand, where kids can make their own bracelets, necklaces and accessories. With a choice of fun bead ‘stix’, they can safely cut and core them into gorgeous little beads that have bright colours and feature fun characters.

Cutie Stix comes in a bumper Creative Workshop, Creation Set and the Happy themed refill pack.

The hugely successful Blopens range has some additional sets coming this year, so kids can continue creating cool pictures with amazing airbrush effects. The range will be expanded with new sets including the Kawaii Activity Set, Baby Animals Activity Set, Sequins Activity Set and a new Super Activity Set featuring 13 Blopens, 16 reusable stencils, 16 drawing sheets and a handy easel style box with pen storage.

All key launches will benefit from a mix of TV, VOD and digital advertising as well as full PR, influencer and social media plans.

Bladez Toyz 02392 658 255 | www.bladeztoyz.co.uk New from Bladez Toys this July are the Barbie and Hot Wheels Bumper Craft sets, which allow children to get creative with their favourite brands. The Barbie Craft set includes over 300 pieces and comes packaged in a reusable colour-in storage box, which is in the design of Barbie’s Super Van. Kids can colour in the van packaging with either the pens or pencils included in the set and add stickers to personalise their own creation.

Once opened, kids can assemble their very own fashion show with the full-colour fashion stage. Each craft set comes complete with two Barbie cardboard models and over 25 different card clothes to colour in and dress each Barbie character. Kids can shoot fashion videos on the stage with personally designed dresses, encouraging them to showcase their creative flare.

The set also includes three Barbie printed washi tapes, gems, a Barbie sticker book and colouring sheets, all using bespoke Barbie designs, plus an exclusive A3 Barbie poster. There are also some classic craft items, including pipe cleaners and pompoms, to add to the different crafting and design styles.

Launching simultaneously is the Hot Wheels Bumper Craft set, which includes over 250 pieces of Hot Wheels inspired crafting. The set comes with washi tape printed as a road, so kids can make their own track, plus there are three large 3D card cars to be coloured in with the pens and pencils included. The Hot Wheels Craft set also holds a secret stage designed as a workshop to display the 3D cars once complete. Sticker books, Hot Wheels foam shapes, two ink stamps, colouring sheets and an exclusive A3 poster complete the winning line-up.

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Arts & Crafts

Canal Toys 01904 379 123 | www.canaltoys.co.uk Kids can style their own soft toy unicorn with Airbrush Plush, a plush from Canal Toys which can be decorated with special colour pens and a spray gun, either using stencils or free-hand for a unique style. Designs can be created over and over again as it comes with a special washable spray. Kids will love making their plush their own and having the ability to change the style. The brand will be fully supported with 360 marketing, including TV. Art Lab is one of Canal Toys’ new brands that encourages children to unleash the artist within them, and the possibilities are endless with the Art Lab Pouring Art Studio. It contains acrylic paints and tools to use with the unique pouring platform, which has a drip tray and a rotating arm that helps reduce mess, so creating different pouring art effects is super easy. The Pouring Art Studio also includes a handy guide to get kids started on their journey as an aspiring artist. Art Lab will be fully supported with PR and digital marketing activities.

Another range being supported heavily with TV and a full marketing strategy this year is So Sand DIY and the latest innovation is the So Sand DIY Rainbow Cake kit. Kids can layer up the sand to create the rainbow cake effect, using tools and moulds, and the kit also includes decorations to make the rainbow cake look even more amazing. Children love creating ASMR experiences, and enjoy the sensation of forming and slicing sand. The kit is the first in the existing range to come with scented slime for an extra special experience.

Lego

01753 495 000 | www.lego.com Lego Dots gives children a playful canvas to express their feelings, ideas and personalities, letting them customise and design objects that can be both decorative and functional, such as bracelets, bag tags and a range of useful desk accessories for their rooms.

The craft kits provide kids with an immediate sense of accomplishment and pride in what they’ve made, which they can then do over and over, and from bracelets to the Lego Dots tiles, they fit together in an instant.

With the Lego Dots Bag Tag kits, children can craft a sturdy cube that comes with a silicone ring, key-shaped tile remover and plenty of colourful tiles. Children can decorate the bag tag using the design ideas from the packaging or use their creativity and skills to make up their own imaginative patterns to customise the item.

The tiles included are great for decorating, and children can also swap the tiles with any of the other craft kits or bags, such as Extra Dots, for more design fun. The tag, which measures 4cm high and 3cm wide and deep, will fit on any bag that boys and girls aged six years plus might carry, and makes a durable and useful toy treat for any child.

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Alphabet Pie 07921 649788 | www.alphabetpie.com | info@alphabetpie.com Alphabet Pie, like many arts & crafts brands in the last year, has been lucky enough to see a 300% uplift from both its online retailers and brick and mortar stores, via click and collect. After adapting to meet the changing needs of parents and children during lockdowns, the company has expanded its range with activities which keep the kids off their screens and quietly busy, and are also collectible.

This has included the accelerated development of the Make Your Own brand into firm collectibles, firstly with the Mini Aftons Make Your Own Car range out of Air Dry Super Dough. The range is available in four different colours, so the vehicles can be collected among friends and used to race each other. As with all Alphabet Pie products, this is an all-in-one kit, which includes a speed mechanism to decorate with the dough, a mini skull and stickers, as well as tools and an instruction manual. Kids can simply decorate the mechanism and race.

The second range is the Make Your Own Monster range which offers friendly Monster kits available in three different colours and including Super Foam and Super Dough, an instruction manual, monster mould and googly eyes to decorate.

The Van Gough box set is a more upmarket kit and includes Super Dough, a printed canvas to guide the child or adult, and tool. The guide allows the crafter to make something simple look very impressive. The product is already stocked in many independents nationally, as well as having the support of an online retailer and has sold exceptionally well. The design team is busy expanding this set into a range by introducing more artists, with museums and galleries in London already placing orders ready for their reopening.

Alphabet Pie made its name with the Nutty Putty (bakeable rubbery putty) with a box set which continues to sell well.

Samples are available on request and smaller businesses can also take advantage of the pick and mix order facility, thus reducing the minimum quantity amounts and helping them to trial the range.

Make It Real 01613 024 100 | www.makeitrealplay.com Kids can create their very own nail polish shade with the new Colour Fusion Nail Polish Maker from Make It Real. The set is a new addition to the brand’s style and fashion category, and is said be a world first.

Kids can choose from over 200 colours, then add some nail art for the perfect finish. They simply choose their colour, set the dials and let Colour Fusion magic do the rest. The set includes three pigments cartridges, 12 glossy water base capsules, 12 shimmer water base capsules, five reusable bottles with brushes, cuticle pusher, dotting tool, nail file, nail art sponges and an instruction sheet including 210 colour formats.

Also new from Make It Real is the Lunar Dream Catcher with Lights. Building on the huge success of the brand’s Make It real Dream Catcher, lights and a moon design have now been added to the set to create a lunar theme, which makes a gorgeous addition to any child’s bedroom.

These two new sets will be available in the UK from July/August.

Make It Real creates and manufacturers products for tween girls around the world, and surrounding every product, is a content experience that gives young women a window into the real world of design and creativity. The core age range is around 8-11, however aspirational and creative youngsters join the brand from around six years plus.

Make It Real is keen to discuss any retailer specific marketing plans for the new products, as well as all of its current range.

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Arts & Crafts

Planet Junko 0203 195 3831 | www.planetjunko.com With Junko, kids can transform their household’s recycling into toys, allowing them to be super creative while at the same time helping to save the planet.

With the Epic Cereal Box Creations, kids can learn how to create over 20 creative toys with the big colourful book which is jam-packed with ideas on how to make a dinosaur, dolls’ furniture, crazy cars, a vampire bat, a space helmet, a house, seasonal decorations, paper darts and even a unicorn. All children need to add is a cereal box, pencil and a pair of scissors. When finished playing, the card can simply be recycled, and the Planet Junko Magic Corners can be reused to make the next creation.

The Junko Zoomer! kit encourages kids to turn their household recycling into imaginative cars that zoom. The educational and developmental toy makes thousands of toys and allows children to expand their design and construction skills. The extendable four-wheeler frame, which fits around all shapes and sizes of junk, contains hidden magnets to hold the model in place and allows kids to experiment and learn about elasticity, friction and magnetism. It’s super speedy with a pull-back & let-go rubber band drive.

Planet Junko’s reusable kits are made from recycled plastic and packaged in 100% recyclable card tubes. They are suitable for kids aged six year plus.

The Love Writing Company 07925 335931 | www.lovewritingco.com hello@lovewritingco.com The Love Writing Company was founded to provide age-appropriate writing products and activity books for children. Co-founders Surlender Pendress and Mark Sherwood researched what issues prevent children from enjoying writing, finding that many were using products that simply did not fit their hands, often with the wrong diameter, length or quality. They set about creating products specifically designed to overcome these issues.

The company’s Washable Arty Crayons have a twist-barrel style, a smooth easy glide across the paper, are non-toxic, washable and come in 12 vivid colours. Perfect for early learners from three to nine years, the crayons have 3-in-1 creative uses; as a crayon, watercolour and pastel. The crayons are highly recommended for Special Educational Needs departments and endorsed by the British Dyslexia Association.

A range of handwriting and alphabet practice books, writing and colouring pencil bundles and handwriting practice traceable birthday and thank you cards has also been designed. All writing and drawing implements fit children’s hands for a comfortable grip, and products are made using premium, responsibly sourced resources.

Mookie Toys www.mookie.co.uk Tybo from Mookie Toys is the answer to tidy tie-dying at home, and since it launched in 2018, the brand has gone from strength to strength, launching successfully in the US last year.

Tybo helps families tie-dye at home while keeping the mess to a minimum. Mookie designed and created the Tybo Magic Mixing Orb, a patented easy to-use item, using a one-way valve system, which allows the dye into the orb but stops it from escaping back out. Kids can use the mixing handle to swirl up their designs, with no mess and great results every time.

Mookie is excited to launch two new Tybo lines this year and, as well as Tybo, will also be launching Jelly Sand. Inspired by quick and easy play patterns, the Sand characters are ready to play with in 15 minutes and look cute once finished. kids need to do is simply add a character face piece to the mould, dip it into water reveal a completely unique colourful character.

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Jelly All and

In stock for immediate delivery. Available for distribution in international markets.

UK Customers Contact: Nigel Deacon, nd101sales@gmail.com 07307 404600 International Customers Contact: Kim Carter, kidsinternationalmarketing@gmail.com +44 (0)7770 661461.

Inspiring young minds.Creating big imaginations JUNIOR ARTIST

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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.

In June we have new releases from: Bandai, Clementoni, Golden Bear, Magic Box, Learning Resources and Sawdust & Rainbows

Design & Drill Bolt Buddies Learning Resources 01553 762276 www.learningresources.co.uk sales@learning-resources.co.uk

Learning Resources has launched a new range in its Design & Drill collection, for little builders aged three years up, that introduces simple construction and engineering skills, using a real working child-friendly power drill and chunky bolts to drill, build and play.

The new Design & Drill Bolt Buddies add an extra dimension of play. There are six toys available: Rescue Helicopter, Fire Truck, Police Motorcycle, Race Car, Rocket and Pick-it-Up Truck, each with a themed Bolt Buddy character and cute animal friend. Children can assemble the brightly coloured construction pieces and use the included power drill to drill in the chunky bolts.

The range is a great way to introduce early STEM play by giving children tools to design and build. Assembling Bolt Buddies builds critical thinking and fine motor skills, while the pretend play encourages imagination and creativity.

Each Bolt Buddy and animal friend can also be used as a handy tool to twist and turn the bolts, and each character has changeable expressions which add an element of socialemotional learning (SEL) to help children express their feelings through play.

The Bolt Buddies range also features eye-catching, reusable packaging, so once the toys are assembled, the boxes transform into themed play set backdrops and give children a rich, immersive play experience. Children can also combine sets and create their own imaginative play.

Learning Resources is supporting the range with an ongoing awareness campaign including print and digital advertising, social media activity, collaborations with parenting bloggers and ongoing PR activity. Updated retail marketing material is available for download on the Learning Resources global Marketing Resource Centre.

T-Racers

Magic Box Toys 01403 251 286 www.magicboxint.com

T-Racers, launching in early July, is a completely new vehicle concept that offers kids a revolutionary way of playing with cars. Each vehicle is made up of five different parts, which can be interchanged to create a favourite car thanks to the innovative ‘mix & race’ formula. More than 500 possible combinations allow children to build custom cars their way, with each part bringing a special power or characteristic to the finished vehicle.

Series 1 introduces eight drivers to collect, including the ultra-rare X-Racer with a special chrome-like finish. Each unique driver belongs to one of four race teams and has a set of skills and powers that helps them navigate Turbo City. The entry price point Turbo Wheel includes one articulated driver and one completely random car in multiple parts, with packaging designed to give kids an exciting unboxing experience. In addition, the pack can be used as a racing podium. Two play sets will also be available - Eagle Jump Challenge and Turbo Crane Challenge - giving kids the chance to perform stunts with their creations.

A 1,000-TVR TV advertising campaign is planned for launch alongside cinema advertising throughout summer. T-Racers will also be brought to life with an extensive online campaign including unboxing content, social media advertising and high-profile influencer partnerships as well as 3D animated YouTube webisodes which will introduce the drivers to kids.

Magic Box has also partnered with CarFest to launch T-Racers with sampling, competitions and fun interactive games. Impactful displays including side caps and POS, meanwhile, will be placed within retailers to create in-store theatre.

Once Upon a Time

Clementoni 020 3206 1397 | www.clementoni.com With innovation at the heart of the business, Clementoni aims to revolutionise bedtime in 2021.

Once Upon a Time is an interactive storyteller that lets kids create and listen to up to 64 different stories, the elements of which can be combined differently each time. Every chosen combination results in a different story and a world of imagination to explore. Turning the three rolls decides the story setting, as kids select animals, fictional and masked characters or professions, then create the fairy-tale by choosing what is going to happen.

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h

fresh Trapped Escape Room Games Series 2

Golden Bear 01952 608 308 www.goldenbeartoys.com customerservices@goldenbeartoys.co.uk

Designed by real escape-room experts, Golden Bear’s Trapped Escape Room Games bring families the buzz and excitement of an escape room in their own home by turning any room into an escape gaming experience.

The Trapped Series 2 offers new themed game packs that include everything needed for up to six players to work together – or compete - to beat the clock, crack the clues, solve the puzzles and escape. Players simply put the pack contents on walls and surfaces in a room of their choice, and the game is ready to play.

There are three different Trapped game packs in Series 2, each complete with its own unique content, back-story and level of difficulty. Families with kids can kick things off with the easy-rated The Zoo, before progressing to the medium Mission To Mars with their mates, or the hard Flight 927 for a date night with a difference. Every edition gets players laughing, thinking and taking action around the room, and unlike most escape-room games, everything can be packed away once the fun is over and regifted to friends or family.

Tearmann playstand

Sawdust & Rainbows 0845 862 3770 | www.sawdustandrainbows.com The new Tearmann playstand from Sawdust & Rainbows has been created to give young children a magical space in which to play and explore.

Tearmann, meaning sanctuary in Irish, comes in rainbow, pastel and natural colourways making it the ideal addition to any playroom.

The playstand, which stands at 137cm high, 78cm wide and 137cm in length, is made from sustainably sourced wood and is hand-finished in the Sawdust & Rainbows workshop in rural Northern Ireland. For every Tearmann sold, and for every sale of its most popular products, the company will plant a tree through its partnership with Just One Tree.

Sawdust & Rainbows now has stockists across Europe, the United States, Dubai and Australia. The fledgling start-up has enjoyed a great year of trading, particularly with so many people being stuck at home throughout the pandemic.

Tamagotchi Pix

Bandai 020 8324 6160 | www.tamagotchi.com Bandai is fortifying the Tamagotchi franchise with the release of the Tamagotchi Pix, the first to feature a built-in camera that allows users to take pictures with their virtual pet and interact with it in new ways.

The new device takes the core of Tamagotchi play (nurturing and caring for a Tamagotchi character) and further immerses users into the Tamagotchi universe with exciting new features. It’s not just about feeding a virtual pet anymore - users can now cook for their Tamagotchi character, have food delivered, explore the real world to meet Tamagotchi friends and add pictures with a built-in social feed.

Other features include earning Gotchi points or keeping the character happy with a variety of games, connecting with a friend’s device through a Tama Code to play together and give gifts, and going online and completing missions to download new items and gifts.

No internet connection is required, so users can play wherever they go, and users can choose from six languages for gameplay: English, Spanish, French, German, Italian and Portuguese, as well as four unique shells.

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Opinion

An Amazon hybrid model - the best

of both worlds?

Asha Bhalsod runs Etopia Consultancy, advising brands on their eCommerce strategy and how to grow their Amazon business. Here, she responds to a column from our March issue on whether it is better to be an Amazon Vendor or Seller, suggesting that both can be combined.

F

or this piece, I took inspiration from a recent article published in Toy World Magazine about Vendor Central vs.

Seller Central, or the hybrid model as it is often referred to. The hybrid model is a concept that has been around for many years but has become a more favourable way of working with Amazon recently. Amazon has notoriously been treated as a second-tier account by many brands, but as its importance grew in the market and the pandemic hit, Amazon could no longer be ignored.

Sales and marketing strategies had to evolve to make room for a new way of working, the Amazon way.

What is the hybrid model?

With the hybrid model, brands can enjoy the best of both the Vendor and Seller Central worlds.

Brands have a variety of options available to them, both practically and strategically. However, you must meet the criteria of being a vendor on Amazon, and you also need to manage a Seller Central account full time.

Why should brands adopt a hybrid model?

Historically, brands have assumed that the best strategy for managing Amazon is through either Vendor Central or Seller Central, but for many companies, a sound Amazon retail model would be a hybrid one. It places you as a brand in an advantageous position, where you have a great tool at your disposal in challenging situations.

Adopting a hybrid model comes with benefits and disadvantages – the biggest being your relationship with Amazon.

Amazon often refers to “Net PPM” (Net Pure Product Margin) and will constantly evaluate its Net PPM against your products. If there are challenges to this margin, Amazon will have difficult conversations with the business in helping restore the margin. This is often out of most vendors’ control, or unprofitable for a business to restore.

Trading Terms Amazon is renowned for its tough stance when it comes to trading terms. Through Seller Central, there are no trading terms negotiations, and if you do not have access to a Vendor Manager, your agreements will auto-renew. With no one to fight on your behalf, incremental increases will go unchallenged, and Amazon will push to grow its profit margins. Negotiations must be skilfully handled, taking a comprehensive approach to your business and considering both current and future activities across the board.

If Amazon demands an increase in terms, this no doubt poses profitability challenges for your business. If negotiations are “stuck” and there is no “win-win” solution, transitioning to a hybrid model will improve your control of business profitability.

CRAP lines (not a swear word!)

CRAP = cannot return a profit. If a product is popular but unprofitable (for Amazon), Amazon will not store it in any of its warehouses and will stop taking the line. Unprofitable lines will simply get CRAP’ed. You can funnel the CRAP list lines through your Seller Central account - it is all about taking the relevant lines that are not on Vendor Central and putting them on Seller Central.

Amazon does not acknowledge the hybrid model. They would rather you did not use it, in all honesty. Seller Central and Vendor Central are two separate teams within Amazon. They are also likely to discourage hybrid selling, because it compromises their ability to control the endto-end customer experience. The Born to Run programme was conceived about two years ago, and rumour has it that it was Amazon’s attempt at discouraging a cross-over to the hybrid model.

However, The Born to Run programme is a great tactic to use to launch new ranges through Vendor Central.

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Asha Bhalsod Founder - Etopia Consultancy

Importance of logistics strategy when defining these models.

When defining if the hybrid model is suitable for your business, logistics will be pivotal to the decision. Through Seller Central, there are two methods of fulfilment, either FBA (Fulfilment by Amazon) or FBM (Fulfilment by Merchant). FBA can be more expensive, but the service is far more comprehensive. Amazon will pick, pack, ship, handle returns and deal with customer queries.

Your sole responsibility will be to send the items to Amazon. FBM is a little different. You sell directly to customers through the Amazon platform, and the handling of all logistics and enquiries resides with you as a brand. You will be paying reduced fees.

So, if you opt to move to a hybrid model, you will have to consider which is the optimal logistics strategy by analysing profitability and capabilities.

Importance of resources to help manage these models.

A hybrid model takes time to set up, and it is necessary to have adequate internal logistics in place. You need the right people in the right jobs across the business to manage your Amazon account - that ranges from account management through to data analytics, as well as strategy creation and implementation.

Amazon is not just a sales account or a marketing platform and cannot be treated as just another marketplace to sell your goods on. Amazon should be front and centre when planning out your eCommerce strategy as a whole. To maximise success, you need to adopt an Amazon mindset to fuel and inspire your Amazonfirst approach.

For more information and support on how to adopt the hybrid model, readers can get in touch with Etopia via www.etopiaconsultancy.co.uk or can email info@etopiaconsultancy.co.uk.

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Feature

Wheeled Toys

Free wheelin’

With summer fast approaching and staycations on the cards for many families this year, the wheeled category looks set to enjoy another strong period. Rachael Simpson-Jones considers the trends affecting the market, and the big opportunities for suppliers and retailers.

T

his year, skateboarding looks set to be one of the big winners within the wheeled toys category. The popularity of the sport, which is cheap and accessible to get into, as well as easy to pick up yet challenging to master, has soared in recent years, and companies such as HGL are seeing that reflected in their skateboard sales. Some have suggested the official recognition of skateboarding as an Olympic sport is to thank for this, while others believe the likes of Sky Brown, the youngest professional skateboarder in the world, is behind it. Whatever the reason, 2021 seems set to be the year of the skateboard, as Tobar CEO David Mordecai explains.

“We’ve noticed a massive uptake in the purchase of skateboards during lockdown across all age ranges,” he enthuses. “It’s too early to say what effect the Olympic connection will have on the market, but we expect that the validation of skateboarding as a legitimate sport will certainly enhance sales. Design and durability are important factors in skateboards, so ours are built to take Olympic-style stunt riding.”

Swag Distribution also says sales are ‘booming’ across its skateboarding lines, with Rampage in particular proving popular with fans of the sport.

Alongside a comprehensive range of skateboards in a

variety of different deck designs, Rampage also offers ramps, airboxes and grind rails so riders can create their own at-home skate parks – perfect for those who want to practise alone or whose local skate parks haven’t yet reopened.

Swag also tells me its scooter selections continue to enjoy high demand. Sales of scooters and bikes soared during lockdown as families sought fun new ways to get out the house and enjoy some fresh air.

It’s been suggested that scooters became a leading choice during the pandemic because they are easier to wipe down with sanitiser after use than a bike, as well as helping to promote solo play. The former point seems a fair enough observation - but do scooter manufacturers agree with the latter?

“We do agree with this statement, but we also feel that wheeled toys are not just important for solo play, but for time spent as a family too,” said Alison Downie, global Licensing & Brand director at HTI Toys. “The pandemic has highlighted just how much time children spend looking at screens, and so we have found that parents want to encourage more physical activity and promote outdoor play.

Shared experiences as a family and evergreen play patterns have emerged as market drivers during the pandemic. Learning and working from home has

Toy World 104

meant consumers have turned back to traditional modes of family engagement, which has put more focus on activities that families can take part in together, both indoors and outdoors.”

HTI’s revamped and relaunched wheeled range, Evo Reloaded, includes on-trend, high quality scooters featuring bright colours and geometric deck patterns, all at affordable price points. The line marks a substantial investment in the category for HTI, which has left no stone unturned in its efforts to fill what it perceives as a gap in the market for ‘modern, trend-leading, premium quality scooters at a unique value proposition’. Alison adds: “With our Evo brand relaunch, we are positioned to offer a comprehensive range of products offering compelling and modern styles, which in turn provide a unique value proposition across the wheeled sector.

We see ourselves as a complete solution for this category, with the breadth of our clearly segmented range offering products across all age categories from toddlers to adults, from balance bikes to scooters, as well as also battery-operated ride-ons.”

In addition to push-powered scooters and bikes suitable for toddlers right up to adults, Evo will move into the lithium scooter category for autumn/ winter, which HTI hopes will open the brand to a

Feature

Wheeled Toys

new audience of grown-up riders. MV has identified e-scooters for kids, youths and adults as a growth opportunity for this year, while Yvolution is also moving into this area with a completely new electric brand, Yes by Yvolution. A project that has been in the works for a few years, Dominique Chea, associate product marketing manager, says the Yes Electric Scooter was created following years of research and development, and promises to bring innovation to this burgeoning yet still young market.

It must be noted that in the UK, the debate over electric scooters rages on. Despite their huge potential to slash emissions generated by daily commutes in petrol and diesel cars and buses, the use of privately owned scooters on public roads and pavements remains illegal for now, with riders facing hefty fines, points on their driving licences and the seizure of their ride. However, e-scooter rental trials are currently taking place in more than 50 towns and cities in England, run by 11 private companies. Data from these trials will potentially be used to legalise e-scooters for private use across the country, a move that will appeal to a huge number of environmentally minded commuters looking for greener ways to get around.

For 2021, MV Sports has added several new kids’ properties to its comprehensive wheeled toys portfolio. The company offers products which sell in volume all year round, incorporating the best in own-brand innovation with the most sought after childrens’ licences. Although MV has always boasted a very strong licensed portfolio, it has found its ride-ons in higher demand than ever in recent months, as Phil Ratcliffe, commercial director at MV’s parent company, Tandem Group, explains:

“We know that Covid affected some entertainment release and production schedules, and during lockdown we could see that there were far more kids viewing content via on-line platforms using various digital devices. In response, we looked at the viewing figures for properties such as CoComelon and Baby Shark, and - knowing that there must be a huge pent-up demand for product - we enhanced our licensed portfolio. Paw Patrol and Nerf, meanwhile, are proven classics guaranteed to drive sales, and we’re pleased our offerings for these properties are continuing into this year.”

8th Wonder, meanwhile, is also bolstering its own ranges with new licensed ride-ons launching for autumn/winter, suitable for younger kids and toddlers. Made from FSC-certified wood to be both aesthetically pleasing and planet-friendly, the company’s charming new wheeled toys include the Paw Patrol Chase and Marshall Foot to Floor Ride Ons, Peppa Pig’s Wooden Campervan Ride On, and the Peppa Pig Wooden Ride-On Scooter.

Each features the high level of detail consumers have come to expect from 8th Wonder’s products; Peppa and Daddy Pig sit in the front seat of the campervan and the lid lifts off to reveal a handy storage compartment, while the Paw Patrol ride-ons are tailored to reflect each character’s role within the show. Chase and Marshall sit at the front of each, to oversee the fun.

Away from licensing, emerging trends are also making their presence felt. Tie dye is apparently making a comeback, reflected by the sales of HGL’s tie dye themed scooters, while bright neon colours are proving a top choice for summer skateboarding.

We’re also seeing innovative new wheeled toys

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joining the space alongside more traditional bikes and scooters. Carerra Revell, which was recently announced as the new distributor of Rollplay within the UK, Benelux, Italy, Spain, France, Germany and Austria, has unveiled its hero line for autumn/winter, the Pedal Drift. Channelling the spirit of an airplane into the body of a bike/go kart, the kid-powered ride-on offers younger children from two years of age their very first taste of the excitement on offer from the likes of the bigger and faster Turnado, an electric drifting kart suitable for ages eight and above. And a special mention must go to Little Tikes for producing what is up there among my personal favourites in this issue - a ‘dinosaur-powered’ ride-on, the T-Rex Truck. It’s roarsome.

The majority of toy retailers are now open once again across the UK, but for many, the need for social distancing means floorspace is at a premium.

Phil Ratcliffe at MV is keen to highlight that not all wheeled toys come in bulky packaging, meaning even the most bijou stores shouldn’t be shy of stocking them ready for summer. “It is not the case that all wheeled toys are big box,” he says. “Scooters, trikes and skates are all surprisingly compact and sell year-round, and the majority of our Hedstrom outdoor range fits on a 1-metre-wide shelf. When it comes to larger products such as Go Karts, if floorspace is limited then setting a display model out in the window or within the shop can help drive consumers towards online ordering.”

Dominique at Dublin-based Yvolution says the company remains keen to support smaller UK retailers, having last year lowered its minimum order value for free carriage to just £300. She also tells me that Yvolution doesn’t insist on a high minimum order quantity per SKU, which allows smaller retailers to try a variety of different colours and models. She adds: “We also have great new displays coming soon to the UK, which take up little floor space while showing off a good variety of products, and we support smaller retailers with drop shipping and flexible payment terms. At Yvolution, our mission is to champion kid’s health and happiness by making fun new toys that help them explore the world and develop through every stage of their life.

It’s important for us to keep this mission resonating by getting our products in front of the nation’s families.”

As its major launch for this year, HTI will be placing significant investment behind Evo that it says will create an engaging, collaborative brand relationship with its clients. The company will be providing traditional, digital and POS content and direction to enhance sell-through strategies. In addition, it has produced a highly detailed brand guideline document for retailers, which offers everything from info on how to position the logo and the colour palettes available, to downloadable marketing assets. Demo videos highlighting the key features of some of HTI’s higher-spec lines will help raise awareness among consumers, while instructional videos for lithium products will be created with the aim of helping consumers set up their scooters easily at home. These videos can be accessed via a QR code on the instructional leaflets included with each product.

“The autumn/winter 2021 relaunch of Evo is just the beginning,” finishes Alison Downie. “HTI is looking to the future and is excited to develop even more game-changing product lines.”

Over the following pages, Toy World brings readers the latest available wheeled toys across a broad range of riding options.

01626 835400

sales@wiltonbradley.co.uk

www.wiltonbradley.co.uk

Wheeled Toys

Beehive Toys 01460 241800 | www.beehivetoyfactory.co.uk From push-alongs to pedal-powered, Beehive’s range of ride-on toys is perfect for outside play.

The company’s best-selling Giraffe and Zebra themed first bikes are ideal for developing balance and coordination. Along with the rest of Beehive’s push-powered ride-ons, they require one- to two-year-olds to use their feet to push themselves along and are ideal for exploring the garden and other small, level spaces. The pedal-less range includes ride-on Bumblebees, a Ladybird, Emergency Service themes and more, all of which will inspire imaginative play and creativity whilst also encouraging physical exercise in the fresh air.

For older toddlers and pre-schoolers, Beehive has an engaging range of tricycles and scooters, as well as an impressive blue 16” Vintage Bicycle which will soon be available in yellow and pink.

These options are ideally suited for venturing further afield, such as during trips to local shop, the playpark, or family walks.

Beehive’s unique Swing Cars focus less on speed and more on having fun with motion; the ride-ons allow children to explore using the movement of their arms, unlike most ride-on toys in the marketplace that are typically propelled by the lower body. Turning the steering wheel from left to right makes the Beehive Swing Car wiggle forwards or backwards. The degree to which it goes in either direction is directly proportional to the amount of steer the wheel is given. Riders must learn, using their own skill and judgement, how to steer in the direction they want to go. As children love learning new skills, this toy will keep them intrigued as they set themselves new challenges to navigate while exploring outdoors.

Carrera Revell UK 01296 660291 | www.revell.de Rollplay’s new Pedal Drifter, which is suitable for kids from two years of age and comes in a black and red colourway, features a fun and stylish airplane design. Kids can determine their own speed, and as they steer right or left the rotating rear wheels provide that first drift feeling on asphalt.

True to the theme of the ride-on, the two front mounted propellers give young pilots the feeling of sitting in a real airplane. The extra-large front tires offer plenty of grip, and the sturdy metal frame can be loaded up to 25 kg.

The stylish go-kart is also perfect for families on the go. It can be folded up with just one hand, making it easy to stow in a car boot or storage cupboard. Urban families lacking generous storage solutions can stow the Pedal Drifter in a hallway or kid’s room to save space.

DGL

03333 000 168 | www.hover-1.com Hover-1 from DGL continues to pack more cutting-edge innovation into its beautifully designed products that include hoverboards and buggies and, more recently, a comprehensive electric scooter range.

This year, the 8+ kids electric scooter category has hit the ground running and the Hover-1 Comet Scooter in black, blue and pink has seen a tremendous reception in the market, leading to an increase in production capacity. The Comet’s success story is testament to the company combining key functional features with the usual Hover-1 razzamatazz at a market-leading price point.

Another product which has been selling well is the 2-in-1 Hoverboard & Buggy combo which last year achieved sales numbers the company had never experienced before. This has led to the introduction of an up-spec model this year to continue on the same upwards drive, offering even more value to the customer.

Stylishly designed with aesthetics, safety and comfort in mind, it offers hours of fun to the rider.

Hover-1 has enjoyed success as one of the leading E-mobility brands in the US, and over the past few years has grown its presence in the UK & European hoverboard and buggy market. The company says that with the new, comprehensive electric scooter range, it is confident of replicating this success as it grows its E-Mobility portfolio.

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Wheeled Toys

Wilton Bradley 01626 835 400 | www.wiltonbradley.com Since 2014, the Xootz brand has been making it easier than ever for kids to access the great outdoors in style. Offering a range of affordable, hard-wearing skates, scooters and skateboards that effortlessly bridge the gap between toy and action sports, Wilton Bradley’s range of scooters offers hours of thrills for kids all of ages.

Giving riders a contemporary asymmetric design, and the perfectly coordinated performance required for taking on some new tricks, the Xootz Phantom and Shred 2.0 Stunt Scooters feature precision quality ABEC-7 bearings, black and white 100mm PVC wheels and solid non-collapsible T-bar stunt handlebars secured with a 3-bolt tube clamp. The handlebars and deck provide the rigidity required for the knocks and impacts the scooter will receive during stunt riding, while the integrated aluminium brake ensures kids have the stopping power needed to ensure a safe and controllable ride both inside and outside of the skate park.

Confidence is key when learning to ride wheeled toys, and this is where the Xootz Scout Tri-Scooter comes into its own. Designed to help little ones grasp the basics of scooter riding, this three-wheeled version of a traditional scooter helps kids hone their balance and stability. Tri-Scooters work via tilt and turn steering, meaning kids simply lean in the direction they want to go to turn the wheels. Featuring an adjustable and foldable stem for comfortable riding even as kids grow, a rear brake so they stay in control, and a wide footplate for improved stability, the Xootz Scout Tri-Scooter is the perfect gateway to traditional scootering for three- to six-year-olds.

Toynamics

0116 478 5230 | www.toynamics.com Toynamics UK & Ireland distributes the Skip Hop Zoo ride-on vehicles, a line of entertaining wheeled toys that grow with the child.

Perfect for children aged one to four years, the Skip Hop Zoo 3-in-1 Ride On vehicles offer three ways to play: walk, ride, or scoot. The handles can be turned for use as a baby walker so it’s suitable to push, and the seat can be flipped upside down to turn it into a toy wagon kids can push their favourite toys around in.

To adapt the Zoo 3-in-1 Ride On for older kids, parents can flip the seat box and handlebars so kids can get on and start riding. Finally, the seat can be removed, revealing standing space that turns this innovative 3-in-1 into a scooter. The adjustable handles make for a comfortable height for when standing. Additional features include a push-button which activates spotlights, melodies and amusing sound effects.

The Zoo wheeled toys are also available in a variety of cute brightly coloured animal designs. There are three to choose from – the Skip Hop Zoo 3-in-1 Ride On Fox, Unicorn and Dog

Little Tikes 0845 0533 333 | www.mgae.com Little Tikes’ all-new T-Rex Truck features an engaging dinosaur design and makes realistic roaring and chomping sounds as kids ride. The truck is easy to manoeuvre thanks to its 360-degree spinning front wheels and durable tyres designed for both indoor and outdoor play. The T-Rex Truck transitions from a kid-powered, foot-to-floor ride-on to a parent pull or push wagon, adding to the play value and increasing the flexibility of this new addition to the company’s portfolio.

One of the most well-known ride-on toys in the category, the iconic kidpowered Cozy Coupe comes in 15 different varieties. From Classic, Princess and Fairy, to Dino, Fire Ride ‘n’ Rescue and Black Cab, there’s a Coupe for every kid. Across the range, real working horns, ignition switches and open-and-close petrol caps are complemented by high seat backs, rear storage, removable floors and handles on the back for parent-controlled push rides.

Another Little Tikes classic, the Big Car Carrier comes complete with two toy sports cars that the carrier transports in style. A flip-down ramp makes loading and unloading the cars easy.

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NEW PACKAGING ACROSS THE RANGE

Wheeled Toys

8th Wonder 01942 829 811 | www.8thwonder.co.uk New for autumn/winter, the Chase and Marshall Foot to Floor Ride Ons are the ultimate rescue vehicle for fans of the hit pre-school show Paw Patrol. Children can choose either Chase and his Police Car or Marshall and his Fire Engine for their adventure. The all-wooden frame has the main character at the front of the vehicle, overseeing the rescue, while there’s a handle at the back in case kids need help with steering from mum and dad. The seats of each ride-on lift to reveal a handy storage compartment, perfect for taking favourite Paw Patrol toys on missions.

Peppa Pig is one of the newest licences to join the 8th Wonder portfolio. Autumn/winter will see the launch of exciting new lines including Peppa Pig’s Wooden Campervan Ride On. Lifting the lid of the van reveals a spacious storage compartment inside, and kids can steer using the chunky easy-grip steering wheel on top. Daddy Pig and Peppa Pig sit in the front seats.

8th Wonder’s beautifully designed Peppa Pig Wooden Ride-On Scooter features a sturdy frame of exposed wood adorned by characters and scenes from the show, giving it a quality look and feel. This highly appealing ride-on lets kids enjoy playtime with Peppa and her friends while they develop balance and hand-eye coordination skills.

The new George Plush Rocker has been designed in the shape of George’s Dinosaur, and has a wooden base with footrests and handlebars for children to hold onto as they rock. This impressive piece is the perfect gift for the younger Peppa Pig fan, and would make an ideal addition to any playroom or nursery.

All of 8th Wonders’ products are made from responsibility sourced materials and are certified by the FSC.

Chicco

020 8953 6627 | www.chicco.co.uk Chicco’s new Eco+ Balance Bike is the first in the company’s portfolio to be made of recycled plastic. Suitable from 18 months to five years, the bike has soft, antipuncture wheels and ergonomic handles, helping kids acquire the necessary balance on two wheels before moving onto a bicycle with pedals. Inspired by nature, the bike has a strong focus towards sustainability and is suitable for both indoor and outdoor use, providing an enjoyable playing experience for kids wherever they may be.

New for 2021, All Around is ride-on toy with swivel wheels that allows toddlers to move freely. Featuring a compartment under the seat, mechanical horn, and stickers for customisation, little ones will be kept entertained for hours as they move around and get to grips with the importance of exploratory play. Made from recycled plastic, the ride-on is part of Chicco’s new sustainably and responsibly sourced Eco+ range and is suitable from one to three years.

Simba Smoby Toys UK 01620 674 778 | www.simba-dickie-group.de/en sales@sisotoysuk.com Simba Smoby has unveiled a line-up of new tricycles for spring. Suitable for the smallest of riders aged from just six months, the Foldable Robin Tricycle is an evolutive ride-on that transforms from a pushchair-style trike into a solo tricycle as the child grows. On its youngest setting, parents can push their infant around in style, as the baby relaxes on the comfortable padded reclining fabric seat.

Baby Driver Comfort Plus Tricycles offer an alternative option for a comfortable and stylish ride. Available in two colourways, and suitable for children aged 10 months and over, this trike comes complete with all the trimmings – a parking brake, safety harness, UV-proof canopy, foot rest, bottle holder, bag with carry handle, a removeable handle, and a steering wheel for babies – all at an attractive price point. The more affordable Baby Comfort Tricycles have less features, perfect for parents on a budget.

Created for kids aged 15 months and above, the Be Move Tricycles are available in blue or pink. These cute three-wheelers feature an adjustable parent control handle. As the child becomes older, this can be removed to turn the tricycle into a free-wheeling device. Easily steerable, and with soft and silent wheels, the Be Move Tricycle is the lowest priced option in Smoby’s new wheeled offering.

Toy World 114

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Wheeled Toys

Hyper Toy Company 07775 706 929 | www.hypertoys.com | james@hypertoys.com Hyper Toy Company has successfully launched the 12 Volt Jeep Gladiator battery powered ride-on in the US and Canada and is now bringing it to the UK in time for Christmas. The Jeep Gladiator has rev-roaring sound control and fits up to two riders for extra fun. It also comes complete with adjustable seats, seat belts, an easy to open boot, and opening doors.

Also launching this year is the Hyper Electric Drift Kart 24V. Designed to offer a more extreme ride that will appeal to older children, the kart has an impressive top speed, a rear drift function, a steel frame for durability, and comes complete with a seat belt and racing steering wheel.

Hyper supports sales with dedicated websites, regular social media coverage, sponsored events, and partnerships high-profile BMX athletes.

MV Sports

01217 488 000 | www.mvsports.co.uk MV Sports has added several hot new properties to its licensed portfolio including CoComelon, Kindi Kids, Blue’s Clues&You, Baby Shark and many more. These new additions will enhance MV’s established range, which currently boasts classic properties such as Peppa Pig, Paw Patrol, Disney Princess, Batman, Spiderman and Frozen II. Frozen II continues to be a highly sought-after licence, so MV has introduced exciting new products for 2021 to cater to ongoing demand. Kids can scoot into the unknown with the Frozen II sequin inline scooter, featuring a reversible sequin stem wrap and complementary snowflake-shaped sequin purse.

Blasting opponents with Nerf has become even more epic thanks to MV’s all-new ultimate Nerf Blaster Go Kart. This kart includes a removable wrap with loops and holsters for the onboard 10 Nerf darts and two mini blasters. Pneumatic tyres, forward and reverse gears, and a chain driven gearbox are combined with a responsive handbrake and robust steel frame ensuring maximum protection when racing and blasting. An ergonomic moulded seat and high back rest provide extra comfort and an optimal sitting position, while the solid frame and off-road capability allow for serious Nerf action.

MV is introducing Li-Fe, the company’s fast growing e-scooter brand. With a strong year of sales already under its belt, MV considers it the optimum time for customers to join the e-scooter revolution. With an expanded range of kids’ and adult commuter models, this lithium-powered range offers an eco-friendly form of transport in a lightweight, compact and on-trend format. The use of lithium ion (Li-Fe) batteries provides long range potential off a single charge, making these scooters ideal for commuting, whilst the battery delivers immediate torque straight to the wheels for maximum acceleration and a smooth ride. Large wheels ensure that the Li-Fe scooters can handle bumps in the road, and each model is fully tested and conformant to the latest safety legislation.

DKL-Beysal

01604 678 780 | www.dkl.co.uk New to DKL-Beysal’s 2021 portfolio, K3yRiders is an outdoor play range consisting of scooters, skates and helmets with mechanisms such a bubbles, vapour, lights, and water. Not to be missed from this fun range are the cute plush scooters and helmets. The K3yRiders 3-wheeled plush scooters are foldable and feature lights in the wheels for safer riding.

DKL-Beysal is also introducing all-season fun with The Big Dig and Roll from the Breyer Model Horse range. This sandbox digger is perfect for sifting sand, moving dirt, and shovelling snow, turning any back garden into a construction zone for a little engineer. The digger’s dig-anddump controls are set onto a wide base mounted on wheels that move backwards and forward, while a contoured swivel seat and sturdy metal construction provide stability for the child. The two-handed controls make digging fun and easy, helping kids improve their manual dexterity and handeye coordination.

Zuru

info@zuru.com

Zuru’s Tiny Town range of lightweight, ready-to-use ride-ons includes two designs: a Buggy, and a Slider with multi-directional wheels. Each of the matte-finished designs is based on an on-trend theme and both types of ride-ons are available in Standard and Electronic versions.

The Standard Slider is animal themed and comes in two colourways: green frog and white unicorn. Rotating 360-degree wheels provide a wide range of movement, and each Slider includes a horn and an under-seat secret compartment. The frog and unicorn also feature as Electronic versions and include an additional interactive board that plays music and sounds.

The Buggy is available as a red firefighter truck or pink ice cream truck and can be enjoyed as a ride-on or push-and-ride for smaller children. The standard version includes a secret storage compartment, a horn and a sturdy handle which lets kids use it as a pushalong walker. The electronic version offers the same features with the addition of a fun and interactive board that plays music, flickering lights, a driving stick, and ignition key. A new Baby Shark-themed Interactive Buggy is also available. This comes complete with branded stickers and plays the Pinkfong famous Baby Shark song.

Tiny Town ride-ons are packaged using limited cardboard and are shipped in the display itself. A unique stacking design also allows for more volume efficient shipping as well as optimal in-store space and merchandising options for retailers.

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Swag Distribution 0121 389 1092 | www.swagdistribution.co.uk sales@swagdistribution.co.uk A global market leader in action sport ramps and rails, the Rampage brand is respected across the world. This comprehensive range lets kids create their own skatepark at home and share the fun with their friends.

The brand’s success has led to substantial and rapid range expansion, resulting in the recent addition of the R-Series of stunt scooters to the Rampage catalogue. Perfect for beginner riders, the lightweight R1 stunt scooter features BMX style handlebars, threadless IHC forks to improve spin tricks and plenty of deck space to aid those developing their early scootering skills and mastering a variety of basic techniques.

The R2 stunt scooter, meanwhile, has been created for riders transitioning from beginner level to more intermediate riding. Featuring T-shaped handlebars, a slim stack headset, threadless IHC forks and larger 110mm alloy core wheels, this scooter is an ideal choice for riders wanting to improve their existing skills.

Created with the more advanced rider in mind, the R3 stunt scooter features hi-tensile steel Y-shaped handlebars, IHC compression and 120mm alloy wheels which are perfect for harder stunts and tricks.

The popularity of skateboarding is at its peak right now, and the Rampage Skateboard range is perfect for beginner and intermediate riders alike.

All products are an affordable price, and designs are on-trend and updated throughout the year to ensure the range remains relevant and attractive to skateboarders of all ages.

HTI Toys 01253 778 888 | www.htigroup.co.uk HTI Toys is launching Evo Reloaded this summer. The range comprises of 36 different styles of scooters and caters for all age groups, from Learning Bikes for toddlers and Cruisers for children, to Flexi and Lithium scooters for teenagers and adults.

The range is segmented for the target age groups (Preschool, Children/Teenagers, and Urban) and offers sleek, on-trend designs whilst ensuring the price points remain attractive. HTI Toys has invested significantly into this new range, with tooled wheels and handle grips, geometric patterns on the scooter decks, and a dynamic new logo for the Evo brand all enhancing the appeal and look of each scooter.

The most popular Evo product lines for young children, the Mini Cruiser and Cruiser, have been given a stylish makeover for the autumn/winter 2021 season, with both standard and light-up versions available. Animal lovers will enjoy the new Character Head Light Up Mini Cruisers, available as a unicorn, puppy, dinosaur, or shark character. Practical features such as adjustable handle height and an alloy frame ensure these durable scooters will grow with the child, while the lightup wheels add to the fun.

The Rainbow Blast and Colour Burst scooters are colourful and feature unique light-up designs on the decks. They also boast multiple features including an anti-slip footplate, TPR handle grips, adjustable handle height and a foldable frame.

Coming through for autumn/winter 2021 is a new scooter category for Evo – Lithium scooters. Headlights, foldable frames and removeable batteries are just some of the features on offer within this stylish new range, which is likely to be popular with adults as well as younger audiences. Children will love the VT1 E-Scooter designs, whereas adults looking for an investment will love the VT8 Longboard, which features a stylish skateboard-style footplate, or the VT10 Pro, the highest-spec scooter in the range.

Toy World 119

Wheeled Toys

H. Grossman 01416 132 525 | www.ozbozz.com HGL’s award-winning Light Up Unicorn Scooter remains a best-seller, alongside the Dino scooter. The scooter has light-up wheels and an adjustable steering column. The company’s range of folding scooters also includes a new Rainbow and a Tie Dye scooter, both of which reflect current trends in design.

The company’s two colourful balance bike options both feature adjustable handles and are perfect for pre-schoolers, combining sturdiness and safety for a confidence-boosting ride.

My First Scooter also continues to draw praise for its unique design, which makes it an ideal starter scooter at an affordable price. Starting off on four wheels, young children can get to grips with the speed and feel of a scooter. Once they grow in confidence, parents can reduce the scooter to three wheels, and as their ability develops, they can progress to just two.

The Light Twist three-wheeled scooter has a light-up deck. The colour design of the deck and handles are complemented by a chrome bar and illuminated light strips down each side. The Light Twist scooters are available in blue and pink and have a convenient brake on the back wheel.

The revamped Light Burst scooter features a lightup deck in flashing multi colours and is available in several highly visible colourways. For older children, the Lightning Strike two-wheeler is a great choice, and boasts a deck that is illuminated when the scooter begins to move. This sturdy yet smooth scooter option has a foot brake on the back wheel for more control and folds flat for ease of storage and transport.

The Nebulus scooter comes in a choice of colours and designs including Unicorn and Dinosaur. Complete with on-trend spoked wheels, this scooter will retail at around £10 making it a strong choice among gifters.

Nebulus also lends itself well to stunt and trick riding, thanks to its front wheel, which spins 360 degrees, and its back wheel brake.

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Kidult

The kidult

Feature

market comes of age

The Lego Groups Imperial Probe Droid

Kidult toys, games and collectibles appear to have benefited from a major boost since the start of the pandemic, with the sector being hailed as a strong growth category within the industry. Rachael Simpson-Jones spoke to a raft of retailers and suppliers to find out what defines a kidult, how kidult products differ from traditional toys, and how stores can carve out their own corner of this part of the toy market.

H

ands up if you bought yourself a game, collectible toy, model kit or pack of trading cards during lockdown. Congratulations, you’re officially a kidult. The term broadly refers to adults who ‘enjoy or purchase activities and products traditionally intended for children’, though in the most practical sense, what constitutes a kidult is much harder to define – and varies wildly depending on who you speak to. The NPD Group, which says toy purchasing for kidults has increased 19% in the past four years, classes kidult purchases as toys bought by or for anyone over the age of 12 years old. Midco Toys’ Dave Middleton leans more towards kids aged 16 and above and Paul Reader, Toymaster’s marketing director, says he sees kidults as anyone aged 20 or above. I do love a consensus.

To try and get a clearer picture of what a kidult is and isn’t, we spoke to several retailers within the space, asking how they can tell a purchase is a kidult one, as opposed to simply an adult buying a toy for a child. Unfortunately, a lot of what I was told is too tongue in cheek to include, but Dave Tree, owner of All The Cool Stuff in Fordingbridge, Hampshire, was kind enough to offer some (printable) insight.

“The price point of the product is a giveaway; when an adult is dropping £50+ on a whim, it’s for themselves - rarely outside of birthdays and

Christmas do you see that kind of purchase being made for kids,” he tells me. “Another is the length of time a shopper will spend looking at multiples of the same thing, looking for the ‘perfect example’ before making a purchase. The kidult market depends on raising awareness of each product far in advance of its release; more often than not, if you engage with a potential customer, they will tell you exactly what they are looking for in detail. That specific knowledge is often another clue you’re dealing with a kidult.”

I then asked how Dave distinguishes between the products themselves – kidult, or kid? “Packaging is usually the first clue,” he comments. “If there is any hint of nostalgia in the packaging, it’s aimed at the parents. Then play value - does it do anything, or just look pretty? If it is meant to sit on a shelf and be admired, it’s kidult.”

Matt Booker, meanwhile, the owner of Corsham Toy Shop and Automattic Comics, told me: “I’ve run a comic book shop for 27 years and written for numerous fan sites too - I can spot kidults a mile off.

Last year, something did take me by surprise, though.

I sold a Lego Technic Land Rover to a guy, and I was sure it was for him, but then he asked me for a bag to hide it in. It turned out it was a gift for his 80-year-old mother, who was waiting in the car outside. I’m not sure what you’d have called her. Granult, perhaps?”

Setting aside efforts to pin down exactly what

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a kidult or kidult purchase is, what we know for sure is that this is currently an area attracting a lot of attention. During the pandemic, with many consumers enjoying more disposable income (and time) than they would usually have, sales of games, puzzles and construction kits boomed, with a significant number of those purchases made by kidults. Mid-January to March is usually one of the quietest times of the year for All The Cool Stuff, Dave tells me, but during the third lockdown people appeared to need the distraction of a new hobby, as the novelty of staying at home all but vanished. “The resignation and frustration helped fuel purchases during what is otherwise a quiet time of year,” he notes.

Lego was a major beneficiary of this; Marius Lang, UK & Ireland head of marketing at The Lego Group, says data shows that its 18+ sets have been selling particularly well, suggesting an influx of Adult Fans of Lego, or AFOLs, as they are affectionately known by the leading construction company.

“We know from our adult fans that the joy of Lego building transcends age as well as gender and culture – Lego Play really is for everyone,” explains Marius, when asked why Lego appeals so strongly to grown-ups. “The timeless, creative play opportunities that Lego bricks offer are loved across generations, and our adult fans tell us they build to relax and get

Feature

Kidult

Bachmann's Adventures in Plastic Thunderbird 1 Kit creative, enjoying moments of joyful focus. The 2020 Lego Play Well Report found that seven in 10 adults often research new ways to de-stress, and eight in 10 say play helps them relax. We believe that our sets can provide the perfect perennial project for those looking to get creative and find moments of mindfulness.”

Matt Booker confirms that sales of Lego have indeed increased at his store, noting the company’s clever marketing efforts, which recently have focused on key annual events that appeal largely to adults.

Valentine’s Day, for example, saw the Lego Creator Flower Bouquet and Bonsai Tree being heavily promoted across social media. He adds: “Lego’s latest Minifigures launch is Looney Tunes, and you can’t argue these are for kids - your average eight-yearold isn’t going to have a clue who Bugs Bunny and Daffy Duck are. Brands such as Lego are definitely migrating more and more into the kidult space, while others have been doing it, and doing it well, for a long time.”

Here, Matt’s referring to NECA - specifically its 80s style Teenage Mutant Ninja Turtles, Aliens, Chuckie, Gremlins, and Back to the Future figures - as well as McFarlane, Diamond Select, Black Hole, Hasbro’s Star Wars: The Black Series and Star Wars: The Vintage Collections, and Funko. Alongside most of Matt’s recommendations, Dave Middleton also throws Hasbro’s Marvel Legends and Transformers ranges into the mix when asked for his kidult bestsellers. Dave Tree, meanwhile, counts Hot Toys, Ravensburger, Trefl, Hornby, Airfix and Scalextric among his recommendations, along with many of those named above.

Dave has previously told Toy World that despite not being one of his specialties, modelling kits such as Airfix have been selling well over recent months. To find out why this may be, I spoke to parent company Hornby Hobby’s Martyn Weaver, who told me the appeal lies partly in the brand being something of an icon in the modelling space, and partly from a desire

among consumers to relive their coming-of-age years.

He notes: “People have been building plastic kits for 70+ years, so brands like Airfix have benefitted from high levels of awareness across three generations.

Whilst technology evolves and fashions come and go, Airfix kits, alongside our other brands – Hornby, Corgi and Scalextric – have stood the test of time. Airfix offers classic kits that the older fans will remember, modern subject matter relevant to the younger fans, and kits that offer different levels of complexity to appeal to new entrants to modelling, regardless of their age.”

Bachmann, which boasts a long history of making products aimed at adult collectors - primarily model railways - recently unveiled a range of Thunderbirds plastic model kits under its Adventures in Plastic (AiP) brand. Debuting in the UK in 1965, Thunderbirds has been enjoyed around the world and is currently airing on Britbox. With such a huge fanbase, the enthusiasm for this series never fades. Carrie Woods, the creative brand manager at Bachmann, says the company has seen a lot of interest in its Thunderbirds range since launch, both from modellers who want to build, and fans more interested in adding the models to their collection. The range is based on the classic version of the TV series, making it particularly appealing to the 45-60-year-olds age group who grew up watching the series as children.

Which brings us to retro properties and their impact on the kidult category. We often see toys based on retro or classic properties referred to as kidult, but whether they are or not entirely depends on the nature of the product. Complex model kits such as Bachmann’s AiP Thunderbirds range are clearly for adult enthusiasts and can therefore be classed as true kidult products. But what about a modern plush range, for example, based on a kids’ property from the 90s? Or modern-day relaunches of toys from the 70s and 80s, designed for kids but attractive to parents that recognise them from their own childhoods?

A nostalgic grown-up impulsively buying such a

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product doesn’t automatically make it a kidult toy in the truest sense, and it’s clear from speaking to a number of specialist retailers that that there is a definite point of difference.

To complicate matters further, however, consider properties like Pokémon. As reported on extensively

by Toy World, retailers have been seeing record sales of Pokémon cards this year, driven largely

by January’s Shining Fates expansion and the hype surrounding The Pokémon Company’s 25th anniversary. Whether you would class Pokémon as retro is a matter of opinion and age, and although it’s hugely popular among adults, it’s not exclusively an adult property. Walk into any traditional toy store and you’re likely to spot the trading cards on a shelf or in a CDU, alongside Pokémon toy ranges from the likes of Character Options, clearly aimed at kids. So is the anime franchise a kidult property, or a kids’ property co-opted by adults? I suspect that, once again, the answer would depend who you ask.

Anime forms a core part of Bandai’s business model. The company actually has two distinct areas, identifiable by the colour of its logo. Kids’ toys falls under the red Bandai label, while the blue label ‘Bandai Spirits’ denotes what the company refers to as its ‘high-target’ product ranges – anything aimed at kids aged 12+. The market has changed since Bandai decided to adopt this approach, Bandai UK MD Nic Aldridge tells me, and the kidult market is therefore becoming an increasingly important area of the business. The massive rise in demand for collectibles based on anime properties has been fuelled, in part, by the improved accessibility of these properties on on-demand streaming services. “If you went on Netflix two or three years ago you wouldn’t have found much; look today, and there’s a whole anime category with tonnes of VOD content ready to watch,” Nic says. “It’s likely Netflix will continue adding anime to its platform, as it’s clearly a growing area of interest that offers something markedly different to Western cartoons and animations.”

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Kidult

As Nic explains, Bandai is very well placed to serve the UK appetite for anime products. In fact, it’s seen more than 500% growth in sales of Bandai Spirits in the past five years, and this upwards trend looks set to continue. Currently, Bandai boasts several brands that are performing very well in the kidult space, including own IPs such as Banpresto. In Japan, these resin models of anime characters are used as prizes in arcade claw machines and can’t be sold at retail. Outside Japan, however, they retail happily for between £14.99-£70. The anime properties Banpresto covers include Dragonball, Naruto, One Piece, JoJo’s Bizarre Adventure, Demon Slayer and many more, around 20 in total, all highly sought-after, and very collectible.

Mentioning the C-word raises yet another interesting topic of some debate – the difference between toy ‘collectibles’ and collectibles. “The toy market and the collector market work very differently, and I think confusion has arisen within the toy industry,” explains Nic. “For kids’ toys, we think of ranges like Moshi Monsters or Shopkins as collectibles, but you have to ask if they are truly collectible – or are there are just a lot of them to collect? In our Bandai Spirits division, we see collectibles as items that are rare and high-value, produced in short runs and sold by the thousand, not by the million. The term collectibles is used interchangeably by the toy industry when discussing two vastly different types of product, and this has muddied the water a bit. High-target collectibles benefit from a broadly enthusiastic consumer base that knows when they visit their local store, there will probably be something new for them – and that if they don’t buy it then

The Spider-Man Mega from Eaglemoss Hero Collector

and there, they probably won’t have the opportunity again. That’s what makes it collectible, and that’s what keeps kidults going back to the stores or websites looking for the next new thing. Some collectors will go after everything available for the one property they are passionate about, while others will collect only a very particular type of model – Banpresto Grandista, for example – across a range of anime. It’s really interesting to see how this market differs from the wider toy market.”

Bandai’s success with anime and own-IP means it now distributes McFarlane action figures, which lie within the high-target mass collectibles sector and cover comic franchises like the DC Multiverse, video games including The Witcher and Mortal Kombat, tabletop gaming properties like Warhammer 40k, and anime such as My Hero Academia. Nic tells me that McFarlane has huge growth plans, and that its 2022 portfolio is ‘really exciting’. He adds: “I believe that Bandai is the best-placed company in the marketplace to distribute this kind of product.

We have really good footprint at retail, and at the same time we have a deep, continually improving understanding of the collector market and how to target it.”

Like Bandai, Eaglemoss also specialises in adult collectibles. The company’s Hero Collector brand celebrates the best of fan-favourite superhero, fantasy and science fiction universes with collectible models, statues, vehicles, ships and memorabilia. 2021 sees the expansion of its Marvel line beyond the popular figurines to include a range of prop replicas which Eaglemoss refers to as the Hero Collector Museum.

This new offering allows fans to create desktop or shelf displays featuring items like Iron Man’s Helmet, Captain America’s Shield or Thor’s Hammer.

Eaglemoss Hero Collector’s brand manager Chris Thompson told Toy World he was ‘really excited’ for the debut of the iconic Eagle Transporter from Space 1999 later this year, which marks the brand’s first foray into the worlds of Gerry Anderson. Hero Collector will also be expanding into new areas via its upcoming range of collectibles based on the popular Bethesda gaming properties - Fallout, Elder Scrolls and more – as well as taking on new licences and product areas for the first time.

Gaming properties are certainly gaining traction in the kidult toys community. Piggy is a free-to-play 2020 survival horror game, hosted on Roblox and created by MiniToon. The objective of the game is to escape the map by finding and using keys, tools and more, all while avoiding an evil anthropomorphic animal. To say the game has been a success would be something of an understatement; it’s picked up multiple Bloxy Awards, boasts over 8b plays and is a Top 5 game on the Roblox platform.

Demand for product among the game’s passionate fanbase is incredibly strong, and Click Distribution is therefore understandably pleased to be serving the marketplace with a raft of licensed product this year including action figures, plush, mini figures, head bundles and construction toys.

Toy World 124

According to the NPD Group, the No. 1 category for kidults is Games & Puzzles, accounting for 23% of kidult spending. Dave Middleton ranks Dungeons & Dragons (which has enjoyed an uptick in popularity since Stranger Things was first released on Netflix in 2016) and other niche board games among his bestsellers at Midco, and Toymaster’s Paul Reader says the buying group is seeing far more adults buying into games too. “It’s way more ‘vogue’ now to be a gamer,” he says. “The likes of Dungeons & Dragons, Catan and some really quite obscure gaming titles are gaining a lot of traction among adults, and we expect this to increase with the easing of lockdown, which will let adults meet indoors once again for games nights.”

Asmodee, which distributes a huge selection of games including Catan, Pandemic, Skull and many more, expects the popularity of adult games to remain high this year, despite the easing of lockdown restrictions and the opportunity for travel, as Roger Martin, Hobby & Independent Channel director for Asmodee UK, explains. “We have always found that once people discover or rediscover the joys of modern board games, they don’t forget about them,” he said.

“Consumers who discover games they really love become enthusiastic ambassadors – the opportunity to see more people will allow these players to introduce their favourite games to friends and family.

Travel-friendly, component-light titles such as Skull and Just One lend themselves enormously well to beer gardens, meaning the opening of hospitality may ultimately lead to even more game-playing opportunities among adults than before.”

Paul Reader also told me: “At Toymaster, we’re also seeing more higher-ticket puzzle sales. I’ve been selling puzzles all my life, but got massively into doing them during lockdown; Gibsons and Trefl puzzles are my personal favourites. The average age of a puzzler has come down and it’s seen as quite a cool hobby now, unless you’re caught doing a 30-piece floor puzzle…. then less so.”

Paul’s point about puzzling becoming cool is a good one. While retailers like Matt Booker have been selling kidult products for decades, arguably only more recently has it become socially acceptable to buy these things for yourself. Dave Middleton reminisces: “When he was 16 or 17, buying Star Wars figures, I didn’t tell anyone because I thought I’d get beaten up. Now though, 16-year-old me would probably be considered cool. People have got to stop thinking this is a niche market for weirdos; it’s not. In America, this stuff is everywhere - Target, Walmart, Barnes and Noble – and it should be everywhere here too.”

Marketing kidult products leans heavily towards community management, speaking to existing adult fans on social media platforms to drive engagement and awareness of upcoming launches and events, as opposed to trying to instigate child pester-power or reach parents buying for their children. When Lego speaks to adult builders, Marius tells me, the company tries to reach them via their ‘hobbyist passions’ in ways that will resonate. For example, the company has previously partnered with Top Gear to

Bring out the racer in everyone

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Feature

Kidult

talk to adult fans with a passion for vehicles, and, as we heard earlier, launched the Lego Botanicals range around Valentine’s Day, providing couples with an inspirational and fun activity to do together.

“In addition, we are showcasing how Lego building offers adults an opportunity to relax and clear their mind through hands-on, minds-on creation and the joy that can be experienced with this,” Marius explains. “We have looked at the ways adults relax and spend their free time. With the audio space identified as a growing trend we activated our first audio campaign, reaching adults using relevant adverts linked to travel, art, vehicles and movies.

We’ve also worked with popular podcast hosts to demonstrate the joy and creative fun building that Lego sets offer.”

At Bachmann, the company’s Thunderbirds products benefit from large fanbases, as does its Chopper bike models, the perfect example of a kidult gift. The company’s YouTube videos have helped build awareness of these products in the marketplace, and Facebook groups and fan pages have also been utilised. The momentum has spread from these platforms, with fans sharing images of themselves enjoying the products over social media. Carrie comments: “Marketing kidult toys is quite different to targeting a broader audience range. Buyers are looking to invest in something that helps them indulge in their passion. It is not a toy that a child may grow out of; this will be something to be kept and treasured. You need to demonstrate the quality and authenticity of the product you are making. But more than that, your product needs to touch the buyer on a personal level and evoke that desire to buy.”

Recent data and retail feedback suggests there’s clearly plenty of desire to buy in the kidult marketplace, and with that comes plenty of opportunities for toy retailers to either expand their existing ranges or explore the category for the first time. I asked our experienced kidult retailers what advice they would have for novices, and all were generous in their responses.

“My advice is this; speak to the reps at distributors like A.B.Gee or Click Distribution to get singles and smaller cases that won’t eat into your budget,” says Matt Booker. “Buy characters you recognise. If you don’t know who it is or where they’re from, avoid them. And if a customer then asks for a particular character, do your

Bandai's Dragonball action figure assortment

Catan, distributed by Asmodee

research and reconsider. Pure comic shops that stock adult collectibles do it really well, because they know the products and their consumers inside and out. I’m a little different in that my shop is half comic shop, half traditional toy shop, so I’ve been involved in both for a long time. I’d tell any toy shop wanting to dabble to try a little bit first and see how it goes. If it doesn’t fly out, don’t worry. Most kidult stuff isn’t mass-market and therefore holds its value, not being subject to discounting. If you’re investing in stock, you know that worst case scenario, you’ll make at least what you paid for it back. If you do your research, quality kidult products will be a reasonably safe bet.”

Dave Tree, meanwhile, reiterates Dave Middleton’s earlier comments regarding being open-minded, saying that retailers need to break free of the thinking that what they are selling is only intended for children - and encourage customers to think the same way too. He says: “Even if you think you do not cater for the market, you probably have been selling to kidults for years without considering that they fall into the category. That big Lego Technic set you were asked to order in? The customer who pays a visit every couple of weeks and buys an Airfix kit? And what about the regular jigsaw puzzle enthusiast who loves a new challenge?”

Dave Middleton is his usual lets-not-beat-aroundthe-bush self, telling me he thinks every toy retailer out there should be offering at least a bit of kidult stuff, and only stocking the best toy ranges for each property.

The Black Series is the best Star

Wars range, he says, so stock that. Hasbro Marvel Legends is the best Marvel range, so stock that too.

Retailers need to be offering the best products out there: “If there are clear market leaders, why would you stock anything else?”

Suppliers are making it easier than ever for retailers to get in on the kidult action too. Asmodee’s key ranges were revamped at the start of this year to support different consumer groups more ably with go-to products; those looking to increase their kidult games offering are advised to start with the Family Games range. Asmodee supports these lines through advertising, POS materials and more, while initiatives like its AsmoFair virtual trade show – which returns for a fourth iteration this month – enables the company to communicate proactively with its retailers. Lego increased the adult appeal of its products last year with a stylish new design that spans packaging, store displays and digital experiences, which it says makes it easier for adult builders to find Lego products designed with them in mind at retail.

Hornby, meanwhile, says the heritage and brand loyalty behind Corgi, Scalextric and Airfix often results in repeat purchases, whether by collectors of die-cast models, modellers after Humbrol paints and accessories to improve their Airfix kits, or Scalextric racers wanting to make their track layout even bigger. Martyn Weaver tells me: “We have seen an increase in demand across all our brands in the last six months. Scalextric traditionally peaks in Q4, but there has been an increase in demand for nonseasonal products driven by two things. Firstly, the introduction of TV- and film-themed Scalextric cars, such as the 1960s Batmobile and Back to the Future DeLorean, and secondly by a high level of families setting their Scalextric set up again and adding to their layout with new track pieces and cars. This element of repeat purchase really boosts sales at retail, making Scalextric a strong option for any kidult range.”

Over the next few pages, Toy World brings you details on the latest kidult ranges hitting shelves this year.

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Opinion

Retro revival

With a particular interest in the kids’ space and the film industry, publisher/editor at Kidzcoolit.com and youthgottit.com, Nick Gibbs-McNeill looks how the connection between entertainment and the Kidult market has shifted during the pandemic.

I

once read an interview with Roald Dahl where he remarked on the time-honoured argument between child and parent. “You don’t know what it’s like to be a child!” complains the child, countered with: “You do know I was one once, right?!”

Dahl believed both parent and child were correct, but sympathised more with the child, as he believed the parent needs to forget many elements from their childhood to become a fullyfledged adult. These words have always stayed with me and the sentiment is one of the reasons why I do many of the things I do today, in both my career and personal life.

During the pandemic I purchased the pair of Nike Jordan One trainers I once owned as a 10-year-old child. Was that purchase due to me having some form of mid-life crisis and not having enough money to buy a Ferrari? Or was it due to me having a bit more time to myself and trying to reconnect with the person I was back in my youth?

It was probably a bit of both, but I really liked that kid and the Nike Trainers made me very happy. So that was money well spent.

During the lockdown, many of us have reflected on our past and the things that made us happy during our formative years. Entertainment has played a key part in keeping us upbeat, but with cinemas closed and many productions being shut down, there hasn’t been the same volume of new content that we’ve grown accustomed to.

This means we have taken to revisiting films and TV shows we’ve not seen for years, on streaming services, DVD, Blu-Ray and 4K. On the back of this new trend, many fans of retro properties have also sought out products that ignite that inner child - either by paying extortionate amounts for vintage toys from eBay, or by seeking out reproductions recreated by licence holders to fulfil this newly burgeoning marketplace. Brands such as Star Wars,

Transformers, Doctor Who and WWE have always been popular within the Kidult market, but lately there’s been a huge surge in demand for other nostalgic properties such as Back to the Future, Jurassic Park and Ghostbusters.

The big question is whether this was an organic lifestyle change for consumers or if product creatives and marketeers were forced to come up with an emergency consumer strategy due to a lack of new offerings within the cinematic market? To a degree, we’ll never really know, but at a time where many adults are reliving their youth by enjoying films and shows that made them happy in the past, there’s a wealth of products available to take advantage of the new-found fandom.

Over the past decade, most franchises have been reliant on the next big screen release to sell licensed products. A new Marvel film equals shelves being filled with everything from toys to branded consumer goods. But what happens when millions of lines have been produced and the films have been rescheduled by a year or more?

Batman is an excellent example - you can always sell products and piggy-back a marketing plan with the Caped Crusader. The latest big screen outing for the Dark Knight has been put back to 2022 and I dare say there are many licence holders pondering what to do with their new ranges, without a new cinematic release to support them.

But there have been lots of Batman feature films released over the past 12 months, with many more still to come; feature length movies such as Batman: The Long Halloween Part One and Part Two, Justice Society: World War II, Batman: Soul of the Dragon, Batman: Death in the Family and Justice League: The Zack Snyder Cut have either been released or are imminent, keeping the wheels turning within the Dark Knight Fandom.

In the past, marketeers wouldn’t have jumped on the back of direct-to-home entertainment titles such as these to sell products, but they are

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legitimate Batman movie releases and loved by the millions of DC fans around the world who have always bought masses of merchandise. On top of that, video game releases and spin off TV shows are either streaming, being released on home entertainment formats or airing on live TV channels. Consequently, the 2022 release of The Batman has become a much smaller element within the overall Batman release schedule, and many franchises now find themselves in a similar position.

As for the popularity of retro products, hands up who’s excitedly shown their children the Back to the Future trilogy for the first time? I have, and now my kids are huge fans. The release of products such as the Playmobil toy range has made the kids just as excited as I am about them. With products like these aimed at adults and children simultaneously, there’s no longer any shame in being a ‘geek’ – even proud WWE or Star Trek fans no longer have a fear of being mocked.

Do I think the pandemic is responsible for the rise in popularity of these products? Maybe a little bit, but I think it was going to happen anyway.

Every so often, adults seem to find themselves doing a bit of soul searching and return mentally to a place of comfort while they get ready to move on to the next stage of their lives.

It’s always nice to own something that reminds us of our youthful innocence, of a time in our lives when we first started to discover who we really are and looked towards our future self. Especially if we didn’t actually become that person we planned to be. And with that, I’m off to put on my favourite trainers…

Opinion

The rise of Kidults NPD’s Moneeba Baloch, who describes herself as ‘a proud Kidult’, looks at the data behind the growth of the Kidult sector in the toy market last year.

A

t NPD, we classify Kidult purchases as toys bought for anyone over the age of 12+ years old. In the last four years, we’ve seen toy purchasing for Kidults increasing by 19%, now accounting for over a quarter of toys purchased in the UK, or £1 in every £4 spent on toys. With the majority of these toys self-purchased, Kidults were a very important demographic for the toy market last year and will continue to be this year. We speak a lot about how children being off from school and locked down at home drove growth for the toy market last year, but Kidult purchases were also an extremely significant contributing factor.

So, what are Kidults buying and how is that impacting the toy market? The number one category for Kidults is Games & Puzzles, accounting for 23% of Kidults’ spend, followed by Building Sets with 15% of share. With classic brands like Monopoly, Scrabble and Jenga in double digit growth and Adult Puzzles one of the fastest growing subclasses, it is

obvious that Kidults have turned to the toy industry to keep themselves occupied during the various lockdowns of the last year and half, just as children have.

Another key category for Kidults, as well as for toy market growth overall, was Building Sets. The second most popular category for Kidult spending, Building Sets is still growing, up by +40% so far this year. The fastest growing Building Sets brand and a consistently popular kidult purchase is Lego Technic. With an average price of £47.43, increasing by +2% YOY, the typical Kidult consumer can splurge a little more on higher priced items (£200+), and Lego Star Wars, Ferrari and Lamborghini are amongst the most popular brands for Kidults.

We’ve also seen a rise in Action Figures/Playsets, by +10% in the last three years for this demographic.

The growth, which has been driven by Star Wars and Marvel figures, has resulted in this segment accounting for 6% of Kidult spend. A key property within Action Figures is Funko with its collectability

Moneeba Baloch Account Manager, UK Toys, Euro Toys appeal to the Kidult market. Models and Model Kits also saw growth in 2020, with Star Wars, Hot Wheels and brands like Ford, Volkswagen and Porsche all showing double digit growth.

Even before the Covid-19 pandemic, the Kidult market had been growing. With travel restrictions easing and experiences such as festivals, raves and city breaks taking up more leisure time again soon, the question is whether the Kidult trend will continue. Whilst it is possible that Kidults will purchase less, I do believe that the toy industry will retain some of the Kidults consumers. As an industry that is innovative and always on trend, there is plenty of product to entice the Kidult consumer.

newsanalysis

Classic properties bolster Eaglemoss offering One company acutely aware of the burgeoning kidult market is Eaglemoss, which has big plans to expand its offering this year by introducing new products and moving into new categories. Hero Collector brand manager Chris Thompson tells Toy World what fans can expect.

H

aving transitioned its business from a traditional partworks company to a modern-day collectibles manufacturer under the popular Hero Collector imprint, Eaglemoss has made its mark in the retail sector with customers including HMV in the UK, JB Hi-Fi in Australia and, most recently, Walmart in the USA. The company has continued that expansion across the rest of the world by partnering with distributors in various territories - and remains open to new partnerships too.

The company agrees that the licensed collectibles market is heating up, especially in the key kidult (millennial) category. Hero Collector Brand Manager Chris Thompson comments: “The kidult market has become one of the biggest chunks of our audience. Not only are they the ones who grew up with and loved all these classic properties, but they’re the ones who are now having kids and passing on that love to the next generation. Essentially, we have a group of customers who are buying for both themselves and their children, which is such a great start to life.”

As part of its continued retail outreach, Eaglemoss Hero Collector is taking some of its most popular lines, such as Alien and Predator, and reintroducing them to the wider market with new retail-friendly packaging.

The company is also adding new product

categories including advent calendars and knit kits, as well as expanding into new licences with iconic brands such as The Beatles and Bethesda Softworks. These join Eaglemoss Hero Collector’s well-established collections of figurines, replicas and spaceships from titles such as Star Trek, Doctor Who, Marvel, Harry Potter, WWE and DC Comics. The company is also getting ready to unveil a brand-new horror line, just in time for Halloween.

“It’s definitely a huge time for us and despite the challenges of the pandemic we’ve continued to work diligently so we can be there for our retail partners as they emerge from lockdown,” says Chris. “We’ve just launched our first wave of Hero Collector Museum pieces featuring replicas from the Marvel Cinematic Universe, which debuted on IGN before being picked up by wider international press, and we’re working directly with clients like HMV to support and bolster their social media campaigns. The plan right now is to get people talking about us, so retailers can be confident of both our audience and marketing support.”

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Company Profile

Taking the King of Games crown Boasting a rich heritage and a hugely engaged fanbase, the manga franchise Yu-Gi-Oh! continues to make waves across on-demand streaming services, mobile gaming and consumer products categories, including the licensed Yu-Gi-Oh! TCG developed and published by Konami. Rachael Simpson-Jones spoke to Dom Galizia, senior marketing manager, and Enrico Tassinari, senior sales manager, at Konami Digital Entertainment B.V., about the importance of the Yu-Gi-Oh! community, its approach to marketing and events, and why 2021 is such an exciting year for retailers to get on board.

M Enrico Tassinari

uch like Yu-Gi-Oh!, Konami has been on the scene for more than 50 years. A historic Japanese company, Konami’s background is firmly rooted in development, publication and manufacture of video games – among them Metal Gear Solid, Silent Hill, Dance Dance Revolution and Castlevania – as well as trading card games. To say Konami’s Yu-Gi-Oh! TCG has been a success would be something of an understatement when you consider that over 20b cards have been sold to date globally, but the company isn’t resting on its laurels, and ambitious plans are in place for this year that will propel the game to even loftier heights.

“Yu-Gi-Oh! has been a great fit for Konami ever since it was granted the licence by Shueisha, an established Japanese publisher, about 20 years ago,” explains Enrico Tassinari. “A global business, Konami’s strength in the publishing arena is only getting stronger by the day, and Konami Digital

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Entertainment B.V., which manages Europe, the Middle East and Oceania, is in its third consecutive year of growth across all markets. Despite the pandemic, lockdowns, and retail disruption, the Yu-Gi-Oh! TCG is in a very strong position coming into 2021. Commercial TCG rankings put Yu-Gi-Oh! in third place, just behind Pokémon and Magic: The Gathering, which is an achievement in itself. When you factor in how many TCGs fail to go the distance in the marketplace, dropping off the radar after just a couple of years despite huge marketing outlays, this makes it all the more impressive that the Yu-Gi-Oh! TCG has remained a category leader for decades.

Maybe we don’t make as much noise as other TCGs I’ve mentioned, but Yu-Gi-Oh! is here, has been here for a long time, and will be here for years to come.”

The strong performance of the Yu-Gi-Oh! TCG, particularly during the past year, is a combination of several factors. First and foremost, Dom and Enrico explain, the pandemic put expendable income

Dom Galizia

into the pockets of many consumers. Denied other options for entertainment, a lot of this went on hobbies. We’ve seen this in toy categories such as Construction and Games & Puzzles, which includes Trading Card Games; it seems collectors and players have been seizing the opportunity to buy new decks or expansion packs to complement existing ones. The strength of the products themselves is also a major factor in the growing demand for Yu-Gi-Oh! TCG decks, Dom adds. During the eight years he’s been with Konami, product development and quality has improved, as has the collectability of products, with Konami constantly working to better its proposition for fans and retailers alike.

“On the digital side of things, we’ve been engaging with our fanbase, whether that be via our SNS [Social Networking Services] accounts or enticing people to online gaming events,” says Dom. “For the past 12 months or so, we’ve tried to replicate everything we would usually do in terms of physical events using online events instead. It’s not a like-for-like replacement; we’ve had to radically adapt our events to the climate we were facing, but we have managed to implement certain activities such as our Remote Duel programme. This ongoing programme allows Yu-Gi-Oh! fans to play online using their physical cards, with a proper tournament policy in place, via their local retailer in most cases. Our players are hugely social in nature and can be found discussing our games on forum sites like Reddit and Discord, places they’ve congregated during the pandemic to keep in touch. Remote Duel is an excellent example of how Konami’s digital platforms have been created to mirror the spirit of physical events, and they’ve made a huge contribution to continued fan engagement.

At its core, our focus has been on keeping lines of communication open with players about Yu-Gi-Oh!, the TCG, and the cards and products themselves, and it’s an approach that’s worked incredibly well.”

The Konami business model means fans can look forward to new product releases every two or three weeks. Awareness of upcoming product launches among players and collectors is high thanks to consistent targeted messaging via social media platforms and the Yu-Gi-Oh! TCG website (www. yugioh-card.com). Retailers stocking the Yu-Gi-Oh! TCG and collectible items can expect to welcome the same consumers back time and again, all in search of constantly refreshed, rotating product lines. For retailers wanting to drive repeat footfall and purchase following a year of severely disrupted sales, trading card games like Yu-Gi-Oh!, which come complete with

a passionate fanbase eager to spend their money on collectible new cards week after week, are a dream come true. Enrico adds: “The fans know what they want, when it is released and where to buy it, and retailers have the opportunity to become destination stores for this TCG. Stocking our products would naturally drive footfall to stores; on the run up to each release, Dom and his team will build the hype in various ways, so consumers arrive at retailers very organically.”

As Dom explains, Konami runs numerous events and activities as part of the wider Yu-Gi-Oh! TCG ecosystem and to support new product releases, with the fan community at the heart of all celebrations.

Premiere events, for example, give fans the chance to obtain exclusive items and are always very well attended. Konami’s SNS accounts have seen follower numbers soar in the past few years, as fans seek increasing connections with their favourite properties. Influencers and content creators have become a bigger part of the marketing mix too, raising the profile of the Yu-Gi-Oh! TCG and the events on offer. For Dom, Konami’s events programme is second to none, as is the level of communication with the YuGi-Oh! TCG community, and as a result, products sell out consistently - and have done for a couple of years.

Konami supports its retail partners with a range of in-store marketing materials, including eye-catching posters and banners that attract the attention of shoppers. Many of these form part of the company’s specialist Official Tournament Store (OTS) programme. Established around five years ago following a successful pilot in Germany, the Yu-Gi-Oh! TCG’s current biggest market, the programme has been gradually applied to other markets including the UK, Italy, Spain, France, New Zealand and Australia.

Participating stores work directly with Konami on official events which grant them access to specific materials such as premium POS displays, game mats and deck boxes that fans are particularly eager to get their hands on.

“We encourage our OTS programme partners to run in-store activities weekly,” Dom adds. “It’s worth noting that pre-pandemic, players weren’t visiting their local OTS to play once a week; they were going two, perhaps three times a week, maybe even more.

These stores pass us tournament data, and this data shows them, as well as us, that our OTS relationships are flourishing. The more tournaments they hold, and the more data they pass us, the more marketing assets and products we can supply to our OTS partners to keep driving that momentum.”

Konami is also building on its recently instigated Flagship Store initiative, which Dom calls the pinnacle of the OTS

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programme. Flagship retailers benefit from special levels of support; Konami promotes the experience each location offers to the Yu-Gi-Oh! TCG community, including cultural or local interest information on the store’s host town or city and an overview of the in-store tournament experience. The Flagship programme will continue to grow in the coming months, fuelled by the demand for destination stores in other countries, particularly Germany, where, prepandemic, players gathered five or six times a week to take part in tournaments with their peers. At the time of writing, Konami was on the verge of selecting its UK Flagship Stores, with plenty of interest from retailers in being granted Flagship status. The company is careful to select stores based on tangible tournament data that is analysed by the Organised Play Team, which specifically monitors ongoing event activities.

Dom explains: “We started the Flagship programme about six months ago due to the fact we had so many high-performing OTS partners; we had to offer another carrot, so to speak. At these Flagship Stores, the majority of sales are from trading card games, of which Yu-Gi-Oh! is a substantial part, so interest from retailers in securing this status for themselves is very high.”

Enrico is also keen to highlight that while OTS and Flagship locations tend to be more specialist hobby stores, mass-market retailers also stand to benefit from Konami’s continued efforts to drive Yu-GiOh! TCG players to retail destinations. Regardless of whether they hold OTS status, stockists of the products will be tapping into this vast community, all of whom are fervently seeking the latest launches at stores across the country, month after month, irrespective of where they then attend tournaments to play with them. As Enrico highlights, the Konami/ Yu-Gi-Oh! model provides something of a snowball effect; more product means more purchases, more purchases mean more players, more players mean more tournaments, and so the entire ecosystem grows.

Players can even enjoy Yu-Gi-Oh! on their mobile phone if physical play isn’t an option, increasing accessibility yet further.

With the TCG going from strength to strength, one of Dom’s current focuses is on tempting back lapsed players, something that has become easier in recent months due to the increased demand

for retro and nostalgic toys and games from kidult players and collectors. New players, meanwhile, are arriving at the Yu-Gi-Oh! TCG via on-demand streaming services such as Netflix and Crunchyroll; the former is apparently very keen to secure the rest of the Yu-Gi-Oh! anime slate following the hugely positive reception to the content it currently has available to stream. To keep drawing old, new and relapsed players in, web marketing is planned across all Konami’s SNS accounts (Facebook, Instagram, Snap Chat etc.) to support almost all products this year, though with so many new releases in the pipeline, and many of those selling out before they even hit retailer’s shelves, it’s simply not possible to cover everything.

As mentioned earlier on, content creators and influencers are also on board.

This form of marketing has become a substantial part of Konami’s profiling. Creators are granted early access to products and unique, needto-know information on certain rare and highly collectible cards that can be shared with viewers, ramping up the hype surrounding each release and ensuring that player knowledge of exactly what’s coming is kept consistently high.

“I’m really proud of how we’re approaching the content creator space, and it’s local implementation,” Dom tells me. “The French market in particular finds this type of marketing very successful, and the German market is picking up pace rapidly. Rather than opting purely for those with the highest number of followers, we’re working with a varied scale of influencers and creators, building up smaller ones with between 2,000 and 5,000 followers. We’re seeing follower numbers for these creators grow organically.

In Spain, for example, a market we were particularly interested in targeting, we’ve seen our 10 chosen influencers grow their numbers exponentially.

Collaboration with influencers and content creators is not a new thing for Konami; this was led by our results in the French market, where we saw this type of marketing really take off. We’ve been progressing things in the last two or three years, but the pandemic accelerated this even further. We’re working with many more new influencers than we were before.”

With many non-essential UK retailers now open to customers once again, Konami views physical instore shopping, as well as events later in the year, as one of its biggest areas for growth this year. Enrico and Dom are clearly excited to pick back up on the

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plans that had to be shelved in early 2020 due to the pandemic, and to explore new partnerships with retailers including department stores and bookstores, alongside toy and hobby specialists. At the same time, they are aware that it remains to be seen what the ‘new normal’ will be once all restrictions have been lifted. ‘Uncertainty’ is a word that has been bandied around a lot in recent months, but there’s a good reason for that – none of us knows what the post-Covid retail landscape looks like.

“In lockdown, we saw more people than ever playing games including TCG’s like Yu-Gi-Oh!, and gaming became really quite cool again,” notes Enrico.

“Now though, will consumers want to go out and spend their leisure time a different way? It will be interesting to see what will happen next, what footfall into shops will be like, and how international travel will evolve throughout the year. Whatever happens, our Q1 will be very strong indeed and summer tends to be excellent for us as well. We have strong plans for the rest of the year which will include our entire pre-pandemic approach – launches, tournaments and community engagement drives - and our Yu-GiOh! TCG community is more committed than ever.

Konami has the knowledge, experience, products and investments needed to drive footfall into stores, and we’re looking forward to working with our retail partners to ensure we all have a very good year, despite the uncertainty that lies ahead.”

Dom interjects at this point, keen to reiterate the hugely social nature of Yu-Gi-Oh! TCG players.

Throughout the pandemic, he tells me, players have been just as keen as always to talk about their Yu-GiOh! TCG decks, their new cards, and the themes they are playing, which is why initiatives such as Remote Duel have been so incredibly successful. When destination stores are open once more, Yu-Gi-Oh! players will be right there, more eager than ever to buy products and play games after a year without physical tournaments and disrupted in-store shopping experiences. While digital events have certainly helped fill a void, the focus is now shifting back to prestigious in-person experiences that, try as one might, just cannot be replaced.

“We are the market leader in TCG events, and we are ready to offer our players an experience that will bring Yu-Gi-Oh! back into the physical retail space with a bang,” comments Dom. “It’s a really exciting time to be working with Konami, that’s for sure.”

Readers wanting to find out more about working with Konami are advised to email eu-marketingsupport@konami.com.

Games, Movies, Animation, Mobile, Partnerships and more in 2022!

FOR LICENSING OPPORTUNITIES CONTACT: EUROPE, MIDDLE EAST & AFRICA: Jason Rice Email: jason.rice@sega.co.uk Tel: +44 (0) 208 996 4568 www.sonicthehedgehog.com/uk

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US, CANADA & LATIN AMERICA: Alex Gomez Email: alex.gomez@segaamerica.com Tel: +1 (747) 400 2410, ext.203 @sonic_hedgehog

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REST OF THE WORLD: Yoichi Kawamura Email: yo_kawamura@home.segasammy.co.jp Tel: +81-3-6864-2457 www.SEGAShop.co.uk

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Kidult

Konami Digital Entertainment B.V. 01753 271737 | www.yugioh-card.com/uk Developed and published by Konami, the licensed Yu-Gi-Oh! trading card game continues to enjoy extensive growth and constantly refreshed, rotating product lines produced to satisfy the TCG’s passionate fanbase.

King’s Court revitalises Yugi’s ‘Three Musketeers of Face Cards’ – King’s Knight, Queen’s Knight, and Jack’s Knight – with a new high-speed Summoning strategy that always leaves players with a full hand.

Joining the royal court is the World Premiere Joker’s Knight, a 2000 ATK monster similar to Magician’s Souls that can assume the identity of all three of the Knights. Players can return Joker’s Knight from the Graveyard to their hand during each End Phase by shuffling another Light Warrior from their Graveyard into their Deck, giving them a free Summon to use on every turn without depleting their hand.

In addition to Joker’s Knight, two more World Premiere Joker cards, one Spell and one Trap, will provide players with powerful effects and then return to their hand in the End Phase. Keeping a full hand is important for maximising the power of the World Premiere Arcana Triumph Joker. This card powers up based on the total number of cards in both players’ hands and lets them discard cards to destroy all faceup cards their opponent controls with the same card type.

Arcana Triumph Joker isn’t the only monster out there that powers up based on cards in-hand. Players looking to power up their Egyptian God Deck: Slifer the Sky Dragon can use these new cards to gather Tributes, add to their Summoning power, and keep Slifer the Sky Dragon strong without forgoing their ability to play their cards. Players can use Slifer and Arcana Triumph Joker in the same Deck for even more firepower.

King’s Court also has new cards to expand a wide variety of Decks fans might have started building in 2021, including new cards related to Deck strategies and themes introduced or supported in Legendary Duelists: Season 2, Lightning Overdrive, and more. Players will be on the lookout for Collector’s Rare versions of World Premiere cards and previously unreleased cards from Japan, as well as classic and competitive favourites.

Launching 1st July, the complete King’s Court booster set contains 62 cards: 10 Ultra Rare Cards, 15 Super Rare Cards and 37 Rare Cards. 15 cards in the set are also available as Collector’s Rares.

Bachmann Europe 07739 200 153 | www.bachmann.co.uk | sales@toyway.co.uk Following the success of its first run of die-cast Chopper models in late 2020, Bachmann Europe has announced that it is now also producing the models in authentic blue and black colour schemes. The models are available in four different authentic retro colourways, and feature working steering and pedal movement, PVC vinyl black tyres with detailed tread pattern, and a kick stand so buyers can display their Chopper at home. This blast from the past makes an ideal kidult gift for fans of the 70s.

The iconic Vulcan Bomber has also been depicted in a model form that will appeal to all aviation devotees. Available exclusively from Bachmann stockists in the UK and around the world, the new model depicts the Vulcan B2 in 1:144 scale. Modelled on XM607, which is now preserved at RAF Waddington, this Vulcan played a pivotal role during the Falklands War, successfully completing the first Operation Black Buck sortie, the RAFs most daring attack since Operation Chastise – the Dambusters raid in World War 2. The plastic model is pre-painted and assembled, comes with a display stand, and includes an inner sleeve created using the actual Vulcan training board, featuring images courtesy of the Vulcan to the Sky Trust.

Bachmann Europe distributes a wide variety of plastic kits covering different scales and subject matter. The Titanic-themed kits make ideal projects for those who have an interest in the famous ship’s history and are suitable for a wide variety of modelling skill levels. The R.M.S. Titanic kit from Academy is great for beginners as it requires no glue, no tools, and no paint. The R.M.S. Titanic + LED Set allows the modeller to add more drama to their finished piece with battery operated internal LED lights.

Bachmann’s biggest kit, the Trumpeter, measures 1.3 metres long and boasts a wealth of details including photo-etch railings and ladders, plus a bonus LED lighting set.

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AVAILABLE JULY 1ST ©2020 Studio Dice/SHUEISHA, TV TOKYO, KONAMI

YuGiOhCardEU www.yugioh-card.com/uk

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Lego

01753 495 000 |

www.lego.com

Lego and NASA have officially unveiled the new Lego NASA Space Shuttle Discovery set.

This detailed recreation of the STS-31 mission, which launched in April 1990 and saw the Orbiter Discovery and its five crew members deploy the Hubble Space Telescope, is made up of 2,354 pieces, with real-life details including functional landing gear and payload bay doors that open one after the other. The doors also feature reflective stickers mimicking the cooling radiators found on the real shuttle orbiter.

The rear of Discovery houses the three main engines used for launch into orbit. These are flanked on either side of the tail by smaller engines designed for in-orbit manoeuvres and for deorbit and re-entry into the atmosphere at the end of the mission. The flight control surfaces on the back edge of the wings and tail can be used to control roll, pitch and yaw, just as they would on the real shuttle. The tail’s rudder serves as a speed brake to assist in landing control and rollout on the runway after touchdown.

It’s not only the Space Shuttle’s exterior that is incredibly accurate; the interior, from the upper flight deck down through the mid-deck and out to the payload bay, are sure to please both builders and space enthusiasts alike. The crew cabin features the five seats in their correct placement for the astronauts on the STS-31 mission, complete with flight and robotic arm (Remote Manipulator System, or RMS) and control panels. Meanwhile the middeck contains the space shuttle’s storage lockers for necessities and mission equipment, space for the fifth crew member, and the air lock to the payload bay.

The payload bay itself contains the Ku-band antenna for communications, cameras for the crew to monitor operations within the bay, and the RMS arm ready to grapple and release the Hubble Space Telescope as it carries out its mission.

The telescope has a hinged mirror housing, just like the real thing, and new gold foil solar arrays as well as a realistic, reflective, metallic silver design. The telescope can be stowed in the payload bay ready to be connected to the RMS arm for deploy just as it was on mission STS-31. Alternatively, it can be displayed separately from Discovery, as if orbiting in space.

Once complete, the product stands 21.78cm tall, and comes with a stand and information plaques, allowing builders to display their creation.

Hornby/Scalextric

01843 233 500 | www.hornby.com Scalextric boasts a host of licences that appeal to kids and Kidults alike, from Batman and Ryan’s World for the younger racers, to James Bond and Only Fools and Horses for grown-ups. In 2021, Scalextric will be producing the DeLorean from Back to the Future 2, KITT from Knight Rider, as well as the classic Reliant Robin from Only Fools and Horses.

Scalextric will also be producing the classic 1960s Batmobile for nostalgic mums and dads. The Micro Scalextric range includes Batman vs. Joker and Batman vs. The Riddler race sets, with a range of features including character cars, a loop-the-loop and stunt ramp, plus a lap counter with a difference; the lap counter booby trap adds another dimension to the race. Drivers can set the length of the race, up to a maximum of 50 laps, and once the winner finishes the race the ejector is triggered, causing their opponent to fly off the track.

007 fans can enjoy racing vehicles from classic James Bond films including the Lotus Esprit from The Spy Who Loved Me and the Aston Martin V8, complete with skis, from The Living Daylights. Fresh for this year, Micro Scalextric welcomes a set based on the upcoming James Bond film No Time to Die, featuring the Aston Martin DB5 and Jaguar XF, which race around more than four meters of action-packed track. Also new for 2021 is a 007 race set featuring James Bond’s Aston Martin DB5 and Aston Martin V8.

The Scalextric Drift 360 race set has a figure-of-eight track that allows racers to take on their opponents in a full-on, door bashing, side-by-side duel. The crossroads allow cars to make a 180- or 360-degree turn to confuse adversaries and impress spectators by drifting into the bend and power-sliding out.

This race set is perfect for those who love the thrill of a car chase that ends with a collision.

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Multi-properTy licenses!

AuthentiC replica cars!

SIMBA SMOBY TOYS UK

Kidult

Asmodee

01420 593 593 | www.asmodee.co.uk Asmodee’s comprehensive catalogue of board games makes it easy to find the perfect product for any player or target audience, and the kidult market is no exception. The analogue escapism tabletop gaming offers in a digital world is a key point of attraction for adults, and Asmodee offers a wide variety of titles that allow them to revel in the joy of play and shared moments with family and friends.

Social bubbles have meant many twentysomething kidults have been prioritising time together with their parents, so games that work well for groups of adults have excelled. Skull, a colourful and hilarious bluffing game that forms part of Asmodee’s Family Games range, offers deliciously simple gameplay. Players must work out whether their opponents have secretly played one of two different kinds of beermat-like cards, conjuring a jovial atmosphere along the way. Skull is an enjoyable game anyone can grasp quickly.

Unlock! Star Wars Escape Game brings the acclaimed gameplay of Asmodee’s hit Unlock! series to a galaxy far, far away. This cooperative experience, suitable for one player or several in a group, amps up nostalgia and escapism by inviting players to explore the Star Wars universe via escape-room-style gameplay.

Over three distinct missions, each with their own thrilling story, players work together to piece together clues based on keen observation and puzzle-solving.

Offering more cooperative fun, the award-winning Just One is second to none when it comes to engaging players across all age groups. The simple concept, which sees players choose a one-word clue to help their teammate guess a secret word, takes a twist when any clue given by more than one player is removed from play.

Perfect for larger gatherings of family and friends, party game The Werewolves of Miller’s Hollow delivers plenty of excitement. The definitive printed edition of a classic parlour game, players try to deduce who among their number are secretly bloodthirsty werewolves. The game harnesses the power of social interactions to create an unbeatably exhilarating and tense experience.

Bandai UK 020 8324 6160 | www.bandai.co.uk Bandai brings one of the most successful manga and anime series of all time to life with its extensive range of Dragon Ball action figures. The range includes everything from super-sized Limit Breaker figures to mini-blind bag collectibles. Dragon Stars, key collectibles for the avid enthusiast, will see waves of new characters introduced throughout the year. These detailed 17cm figures come with 17 or more points of articulation and can be posed in over 9,000 positions. Each figure also comes with a second set of hands and/or accessories for extended play value. The latest characters to join the assortment include Goku, Vegeta, Gotenks, Broly, Bardock, Vegito and Janemba.

Continued development of the articulated Evolve Action Figures and epic Limit Breakers Figures brings mass audience appeal to Dragon Ball fans. A new Evolve triple pack containing Golden Freeza, Goku Ultra Instinct, and Jiren action figures offers both retailers and consumers added on-shelf value.

Anime Heroes welcomes the new One Piece figure collection, which joins the already successful Naruto series. This range offers affordable, detailed and fully poseable figures based on the Japanese manga series.

Monkey D. Luffy, Roronoa Zoro, and Sanji will be available as new character figures, each with over 17 points of articulation and standing between 15-17cm tall.

As UK distributor for McFarlane Toys, Bandai UK brings an engaging range of classic and current properties to the action figure market. McFarlane Toys enjoys strong partnerships with some of the world’s leading gaming, TV, and anime businesses, meaning Bandai’s portfolio comprises highly detailed figures and collectibles for properties including DC Multiverse, The Witcher, Mortal Combat and Warhammer.

The biggest Tamagotchi news since the 90s, the new Tamagotchi Pix offers core Tamagotchi play while further immersing users into the Tamagotchi universe with exciting new features. This new inception will appeal to Millennials and Generation X-ers, further driving the current retro toy revival and the kidult appetite for buying toys for themselves.

Available in two unique shell colourways, touch buttons allow the user to interact with their Tamagotchi in a much more intricate and engaging way. In addition to the launch of Tamagotchi Pix, Bandai UK continues to expand its original Tamagotchi range with a mixture of classic designs from the 90s and new styles. Licensed styles are \also available, including two Hello Kitty and Pac-Man themed nano Tamagotchi.

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CO AUGMING UST !

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Mattel

01628 500 000 |

www.mattel.com

Collectors can now bring home all the action of WWE with Mattel’s new range of WWE Elite Collection Action Figures. These figures offer fans the ability to recreate their favourite WWE moments through character selection, deluxe articulation, signature accessories and swappable hands.

To add to the overall collectability of the line, and to drive collectors into physical retailers on the hunt for these figures, the Elite Collection features one deco chase figure per wave which is inserted into random cases.

Mattel re-introduced the Masters of the Universe franchise in autumn 2020. The new line of action figures pays homage to the original vintage toys from the 1980s with enhanced design elements. New for 2021 is an authentic MOTU Origins Panthor, Skeletor’s fiercely loyal feline companion, which features 12 points of articulation including legs, head, neck, tail and jaw, ideal for action posing and imaginative battle scenes. The line also includes the MOTU Origins Hyper Retro Castle Grayskull. Adult MOTU fans can enjoy building their very own Castle Grayskull with this diorama building play set, which opens to reveal four room interiors and includes plenty of accessories for customisation and storytelling. Retailers should also watch out for new Masters of the Universe Revelations Figures linked to the new Kevin Smith Netflix show, launching in the coming months.

Hasbro

0208 569 1234 www.hasbro.co.uk Hasbro’s Black Series of figures and accessories offers fans of some of the biggest sci-fi and pop culture franchises a range of high quality, collectible toys and merchandise ideal for play or display.

The Star Wars: The Black Series Wedge Antilles Battle Simulation Helmet is a faithful reproduction of Wedge Antilles’ iconic helmet, which the starfighter pilot wore into battle against the evil Empire. Featuring highly detailed decoration, movie-inspired design, interior padding, electronic lights and sound effects, this fullscale helmet is a great addition to any Star Wars collection. Three internal speakers create an immersive surround-sound battle simulation experience, while synchronised LED lights inside the visor simulate blaster fire from enemy ships and vehicles. A switch located inside the helmet lets the wearer choose between a simulation of piloting Wedge Antilles’ X-wing at the Battle of Yavin or his Snowspeeder at the Battle of Hoth, featuring communication from R2-A3.

Fans and collectors can imagine scenes from the Star Wars Galaxy with the premium Star Wars: The Black Series 6” Tech Figure, inspired by the Star Wars: The Bad Batch animated series. The 6” fully articulated figure, featuring poseable head, arms and legs, as well as premium deco, is ideal for displaying in any fan’s action figure and vehicle collection and comes complete with five accessories.

The premium Star Wars: The Black Series 6” Koska Reeves Figure, meanwhile, is inspired by the character seen in the live-action Disney+ series The Mandalorian. This posable figure comes with three authentic accessories and is highly detailed for ultimate collectability and display potential.

Hornby

01843 233 500 | www.hornby.com Hornby has expanded its Bassett-Lowke branded SteamPunk offering with a new range of themed construction models: BrickPunk.

The BrickPunk models include horses, a tractor, steam walker, tank, glider and airship, and each kit includes between 133 and 565 pieces, providing hours of construction fun. Also included in each kit is a cool character, again in the Steampunk theme.

The models will be hitting the market later this year, and there are seven to collect in total: Shockwave Attack Glider, Arachnid Steam Walker, Comet Horsebot, Gaussian Blimpoid, Frenzy Horsebot, Scoundrel Tractoid and Vortex Tractional Tank.

The Steampunk fantasy alter ego hobby has become a global phenomenon among enthusiasts of all ages and genders, and such is its popularity that there are now many events and conventions attracting large numbers of participants dressed in a cross between historical and fantasy-based outfits, with the design heritage firmly entrenched in the Victorian era.

Under the Bassett-Lowke brand, Hornby has created a fascinating assortment of Steampunk inspired models and accessories to allow a fantasy Victorian world to be created. Last year, Steampunk inspired model railway items were launched including specially created military locomotives, wagons, buildings, figures and other accessories.

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Flair

0208 643 0320 |

www.flairplc.co.uk | sales@flairplc.co.uk

Flair’s collection of MonsterVerse figures continues to grow, with new movie figures added to the range in celebration of Godzilla vs. Kong. Building on its selection of Classic Toho figures, Flair introduced a detailed assortment of five 6” articulated movie figures in January. The company has since unveiled a special monster character, Mechagodzilla, as seen in the new Godzilla vs. Kong movie. Like the other 6” figures, Mechagodzilla features an impressive attention to detail, including removable chunks of flesh so fans can re-enact the most gruesome battle scenes. Larger articulated characters are also available, which offer great value for money. An 11” Giant Godzilla and Kong assortment is also available, as well as Mega Godzilla and Mega Kong figures that have lights and sounds features, and a unique mechanical battle action.

Exploding Kittens (31) 646 437 146 | www.explodingkittens.com joeri@explodingkittens.com Tabletop game creator Exploding Kittens will expand its Throw Throw Burrito franchise later this year, following the game’s success to date and its wide appeal across a broad age range.

Throw Throw Burrito is a kidult favourite and the second major IP franchise within the Exploding Kittens library. Launched as a successful $2.6m Kickstarter campaign in 2019, Throw Throw Burrito arrived on the scene just four years after the Exploding Kittens card game broke crowdfunding records as the most-backed project in Kickstarter history. The game was fully funded after the first 16 minutes and passed the million-dollar mark in just 72 hours.

Since the Kickstarter campaign, the game has been released worldwide and was the brand’s highest grossing individual SKU for 2020.

Cleverly combining a card game with dodgeball, Throw Throw Burrito challenges players to go head-to-head collecting cards, earning points and throwing squishy foam burritos at one another. Spanning a wide and varied audience, Throw Throw Burrito is just as popular with families as it is with groups of friends getting together for game nights.

There are currently two SKUs in the market; Throw Throw Burrito: Original Edition and Throw Throw Burrito: Extreme, an outdoor edition of the game which features 60cm tall giant inflatable burritos. Exploding Kittens will be expanding the franchise with a sequel in Q3 - Throw Throw Avocado.

Simba Smoby Toys UK 01620 674 778 | www.simba-dickie-group.de/en | sales@sisotoysuk.com The Jada Toys Hollywood Rides range celebrates the best in action film merchandising with scaled replicas of the most memorable wheels to grace the big screen. Launched last year to mark Batman’s 80th birthday, the Batman 1:32 scale die-cast cars have been a hit with fans of the franchise. Each of the six packs contains a metal figure and a vehicle modelled on Batman’s on-screen appearances.

Jada’s Hollywood Rides Fast & Furious die-cast collection has also been gaining traction thanks to the new F9 movie being released this year. Fans can collect popular cars from the multi-billion-dollar franchise, as well as new additions from Hobbs & Shaw.

From Spider-Man to Iron Man, through to Black Panther, Groot, Black Window and Venom, each Jada Toys 1:24 scale die-cast Marvel vehicle comes with a 2.75” figure of the character that inspired it. A popular choice, the Groot 1963 VW Microbus has tree vines painted along its side panels, while the Black Panther Lykan Hypersport is fit for a Wakandan king.

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Click Distribution 0330 123 2559 www.clickdistribution.co.uk click@clickdistributionuk.com In March, nearly a million people from around the world came together to celebrate the best Roblox experiences and creators at the 8th annual Bloxys virtual award ceremony, where Piggy took home Game of the Year, the Builderman Award of Excellence, and Creator of the Year. Piggy continues to go from strength to strength; the game now boasts over 8b plays and is a Top 5 game on the Roblox platform despite being only just over a year old. Piggy Intercity was recently released, and a further six chapters will be released throughout 2021.

Reflecting the success of the game, Piggy’s product offering is also going from strength to strength, with all-new action figures, plush, mini figures, head bundles and construction toys launching over the coming months. Piggy is cute and highly merchandisable, while its deep and diverse character line-up results in exceptionally strong social engagement. All Piggy products (except plush) offer fans access to exclusive in-game items, further driving collectability and demand among the property’s passionate fanbase.

Click also offers solutions for lovers of anime and nostalgia. This autumn/winter, the company is introducing a range of 5” highly detailed, highly articulated BST AXN action figures for Avatar: The Last Airbender, Teenage Mutant Ninja Turtles, Naruto, Buffy the Vampire Slayer, Gremlins, Lord of the Rings, Cowboy Beepbop, and more. Developed to cater to a fanbase that wants and expects the best, the BST AXN figures offer the highest quality scaling, detail, articulation, accessories, and character ranges, at a price that will appeal to all budgets.

Click is currently taking appointments for its virtual showroom tours. Contact the company now to book.

plastic model kits are GO!

O RDER YOUR STOCK TODAY

Contact Sales & Business Development Manager Pauline Hinkley on Tel: 07739 200153 Email: pauline .hinkley@bachmann-europe .co.uk

Allegedly

Big changes are in the offing within the Sainsbury’s Argos toy buying team. I gather that Paul Kinge will be leaving the toy team to manage part of the retailer’s consumer electronics department – it’s a shame to see someone of Paul’s experience move on, but that’s very much the way of retail these days, especially the major accounts.

Paul will apparently still be working with both Andrew Hartley and Juliet, who have moved to the same division. My understanding is that toys has now been combined into a bigger category which also includes nursery, books and DVDs. On the positive side, Tara Mortimer and Karen Leddy will remain in the toys team. However, it would appear that when you factor in redundancies, the move represents the removal of a big chunk of resource from the commercial team: with less resource and extra categories to manage, I suspect the new toy team is going to be pretty busy going forward…

We’ve run several articles online recently about the ongoing challenges with shipping and containers. Toy companies have been banking on this being a short-term issue, but further investigation suggests it may be with us for some time. Shipping companies are making an absolute fortune – Maersk’s Q1 ‘21profits were pretty much the same as its whole year profits in ’20 – so I think we can safely assume they will continue making hay while the sun shines. As one supplier told me: “This time a year ago it was $1,900 to ship a 40ft high cube container from China to Felixstowe today it’s $14,500 for the same journey.” The only people making a bigger killing right now are the Downing Street decorators (£200m…for that eyesore…really?)…

Quite apart from the eye-watering shipping costs, there is the issue of container capacity – basically, there aren’t enough of them to go round, and lots of them are in the wrong places. By all accounts, the companies which make the containers are in no hurry to increase supply, to keep prices high on the containers they are making. Some might feel that suppliers are exaggerating the extent of the problem, but I promise you it is very real: when the shipping cost as a proportion of the overall cost price of a toy goes from 3% to potentially over 20%, in many cases it’s just not cost effective to ship a line – and that is assuming you can get a spot and a container in the first place…

I feel for one toy company which actually had a 40ft container stolen from a compound at the UK docks over the Bank Holiday weekend. You hear of cartons going missing or even the occasional lorry being stolen, but an entire container filled with over 8,000 cartons of toys?! That is one heck of a heist. Indeed, it may not be entirely straightforward to shift that volume of product – it’s not as easy as

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it used to be to re-export goods to Europe, while there aren’t exactly many car boot sales going on right now. If you’re a clearance company or even a retailer offered a large volume of branded toys at what may appear to ‘too good to be true’ prices, it might be worth stopping to consider where they may have come from…

And it’s not just shipping issues which are causing suppliers a few sleepless nights – a worldwide shortage of computer chips is also likely to result in significant delays and rising prices, affecting those toys with chips in them (which is possibly more than you might think…even basic ‘lights and sounds’ toys are chip-dependent). I’ve already heard of some toy products which have had to be modified to remove chips, after concerns over delays of anything up to 20 weeks. Unfortunately, it seems likely that toy companies will be at the back of the queue for chips, behind tech giants like Apple and Samsung and car manufacturers – partly because we can’t compete on price and partly because we lack their collective clout when it comes to securing supplies. With the bulk of chip production concentrated in a handful of suppliers, it has been suggested that that the shortage is likely to last throughout 2021. 91% of chip manufacturing is based in Asia, mostly in Taiwan and South Korea, and expanding production capacity can take over a year of tooling up and testing. To make matters worse, I gather China is not allowing Taiwanese chips into the country for political reasons basically, it appears they may be trying to apply pressure on Taiwan to re-join China. It’s not just the forces of supply and demand the toy industry is being buffeted by – geo-political posturing has now been thrown into the mix. Marvellous…

And where is all this upheaval leading? There is a fair chance that product shortages and price rises will follow. My good friend Richard Gottlieb wrote a piece on Global Toy News recently, where he quoted several prominent American CEOs, who suggested that price rise in the order of 25% were inevitable.

Interestingly, they claimed that US retailers understood and were accepting price rises, as all suppliers were singing from the same hymn sheet and most retailers were experiencing the same challenges with their own direct import programs.

Will that be the case in the UK? Despite a great Q1, we don’t have the advantage of stimulus cheques driving and underpinning sales. In the past, some of our retailers have been notoriously reluctant to accept any price increases, yet alone those of the magnitude being predicted. However, to even have that conversation in the first place, you need to have the product in your warehouse to supply. And don’t forget, global toy sales are through the roof, so there will be many territories fighting over the same stock.

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