Toy World May 2018

May 2018 Volume 7 Issue 8

best sellers

New wholesale website: www.arklu.com

Royal Wedding 19th of May 2018

ired by real kids Insp

Discover the Secrets of the Dino World

new sets based on the exciting • 6Explorers theme • Strong TV campaign across the year from August • Consumer press advertising within key titles • Extensive PR programme

9433 Enemy Airboat with Raptor

9434 Enemy Quad with Triceratops

9429 Hidden Temple with T-Rex @PlaymobilUK Phone: 01268 548111

The Team...

CONTENTS May 2018 Volume 7 Issue 8

John Baulch

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

Mark Austin

34 Feature: Dolls & Girls Collectibles

32 Retail Profile: The Entertainer

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

Anita Baulch

Circulation and Financial Director anita@toyworldmag.co.uk 01923 711 439

News

Opinion

Features

07 From the Publisher

26 NPD column

32 Retail Profile: The Entertainer

08 News

29 Talking Shop

34 Feature: Dolls & Girls Collectibles

20 Marketing World

90 Allegedly

51 Brand Profile: Bush Baby World 54 Company Profile: Jazwares

52 Fresh

56 Company Profile: Rollplay 58 Feature: Toymaster Preview

Contributors David Ripley | The NPD Group | Mark Buschhaus | Stephen Barnes

Rachael Simpson

Deputy Editor rachael@toyworldmag.co.uk 01442 502 406

58 Feature: Toymaster Preview

56 Company Profile: Rollplay

Casey Goodman

Editorial Assistant casey@toyworldmag.co.uk 01442 502 406

toyworld The business magazine with a passion for toys

Mark Crowford

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

Alakat Published by

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

www.toyworldmag.co.uk @toyworldmag @baulchtweet

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T

he demise of Toys R Us in the UK, an unfolding situation which has preoccupied the toy community for the past six months, has finally come to pass.

While there may yet be further chapters to be written in the USA, Canada, Asia, Australia and some parts of Europe, the last remaining UK stores closed their doors several weeks ago. It would take nothing short of a miracle for the chain to be resurrected here on home turf, and I don’t believe anyone is expecting or planning for such a dramatic final twist in the tale. Domestically, it has ended with a whimper rather than a bang.

from the publisher

John Baulch - @Baulchtweet

The whole saga has inevitably had a major impact on the prevailing mood of the global toy community, and while I would not want to underplay the significance of what has happened or make light of the challenges which lie ahead, I also think that it’s important to retain a sense of perspective. While an air of uncertainty will linger for some while yet, especially amongst suppliers, some things we do know; the birth rate will be unaffected, kids will celebrate birthdays, Christmas is still on the calendar. History tells us that the people and companies whose main response so far has been to hide under a desk metaphorically or literally - are not those who are likely to come out of this in the best shape.

This applies to retailers just as much as suppliers.

There is no doubt that macro-economic conditions remain challenging; the UK toy market is down by -3% over the first quarter, despite the strong start made by squishy products. Nevertheless, many retailers are already applying the ‘carpe diem’ motto; The Entertainer has unveiled a newlyrevitalised flagship store at London Westfield, in which it has invested a whopping £700,000. You can read all about the radical transformation on page 32. I was hugely impressed with what I saw – it is everything a great specialist toy shop should be, from both a child and parent’s perspective. The Entertainer’s positive, pro-active approach not only proves that the specialist toy retailing continues to be commercially viable, but also that the High Street and shopping malls are very much alive and kicking. This month’s NPD article reinforces this point, exploring the importance of the bricks and mortar channel in an age of inexorably increasing online sales. No spoilers, but you might be

surprised at just how resilient the offline toy retail sector is proving to be.

Other specialist toy retailers are upping their game too; none more so than Smyths, which has acquired Toys R Us’ operations in Germany, Austria and Switzerland, creating the largest toy retailer in Europe. Smyths will acquire and rebrand all businesses branded Toys R Us in Germany, Austria and Switzerland, as well as take on all employees and management in these three countries, including the head office in Cologne. You can read more about this ground-breaking deal in this month’s news section.

And let’s not forget the thriving independent retail channel: a passionate, dedicated community that is in a strong position to capitalise on the gap left by Toys R Us. This month’s Toymaster and plaY-room events will surely have an added zing to proceedings.

So, while the toy market is in the process of recalibration, there is a massive opportunity up for grabs, and many retailers will step up and emerge far stronger from this process. In many respects, we are in a fortunate position in the UK; I am firmly of the opinion that retail operations which are run by committed private owners have an advantage over those controlled by pirate equity / vulture capitalists. Thankfully, we have plenty of the former (and not so many of the latter) in the UK. The toy market may or may not grow this year, but nothing is impossible, providing we - as a community - don’t make it a self-fulfilling prophesy.

It is important to turn the corner and bring the confidence back - and the sooner we do that, the better.

Of course, many twists and turns undoubtedly lie ahead in the coming months. This time last year, fidget spinners were about to explode, so the challenge of how to anniversary those sales looms large. One thing is for sure, it certainly isn’t going to be dull and predictable: I very much doubt we will be short of things to write about as the year unfolds.

May is going to be the ‘new January’ for us this year, with the Independent Toy & Gift Show, Toymaster Show, Licensing Expo and Distoy all taking place within the space of a hectic four weeks – we look forward to seeing you along the trail.

HARDWORKING PR FOR TOYS & GAMES B2B & consumer-facing PR Hands-on, bespoke approach Award-winning team of senior PR professionals Specialist understanding of the toys, games & fun sector

CONTACT +44 (0)1908 299 088 www.playtimepr.com Playtime Strip Advert_v4.indd 1

Toy World 7

16/03/2018 10:13

News Tobar International acquires H. Grossman

Simba launches new UK subsidiary – Siso Toys UK

Founded in 1946, Scotland’s biggest toy company had been sold to Norwich-based Tobar International.

After 72 years of trading, Elinor and Martin Grossman decided to sell the business to Norwich based Tobar International, ensuring continuity for staff and customers. Martin has worked for the company for 47 of its 72-year history.

Martin Grossman, managing director of HGL commented: “I want the business to continue, allowing my staff to carry on and my customers to also benefit from the continuity. I have no family who want to run the business hence my decision to sell once again. I will say though, that I think this is a great fit for the company and I am really excited about it. This is a truly amazing match and I believe that both companies will prosper.”

David Mordecai, CEO of Tobar International added: “We are delighted to be acquiring H. Grossman, and we see a great complementary relationship between the two companies. The key for us in acquiring the company was for Martin to continue to be involved in the business. Customers will see no difference in service levels, product innovation or anything else.”

David continued: “Product wise too, we think this is a great fit. Grossman’s is renowned for product innovation and for being first to market and this will be an exciting complement to what we do. There is little crossover on customer accounts and most of our lines are very different, selling to different sectors of the market.”

Founded in 1973, Tobar is an innovative multi-channel supplier and development centre for toys, gifts and gadgets. Tobar provides full supply chain solutions from product innovation, sourcing, packaging, storage and logistics from its UK home in Norwich.

Simba Dickie Group appoints Martin Whitaker as managing director for their new subsidiary Siso Toys UK. Martin took up his role on 1st of May 2018.

Martin brings significant toy industry experience from his 16 years at Mattel. During this time he has worked across the majority of major UK retailers; most recently Martin was the general sales manager on the digital channel, and prior to this the grocery and discounter channel.

He also worked in the Mattel Australia business for three years.

Martin will join the Simba Dickie Group to drive forward growth in the UK toy market and focus on brand building of group properties and the licensing business.

The existing team of Simba Smoby Toys UK and the new subsidiary Siso Toys UK will work independently, but cooperatively. Both companies will use the existing logistic centre in Bradford.

Uwe Weiler, COO of Simba Dickie Group, commented: “We are delighted to have Martin on board of our team in the UK. He shares our growth plans, which we will achieve by investing in our brands and building strong relationships with our retail partners. Martin’s wealth of experience will be valuable in developing a new team and creating a sustainable growth of our business in the UK.” Martin added: “I am thrilled to be joining the Simba Dickie business. To be asked to build and then lead Siso Toys UK is amazing opportunity, given the ambitious plans they have for the Siso UK business.”

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Toy World 8

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News Nic Aldridge promoted to managing director at Bandai UK Bandai UK has announced the promotion of general manager, Nic Aldridge, to the position of managing director, from 1st April. The move comes as incumbent managing director, Clive Smith steps into a consulting role after being with the company for eight years.

Clive Smith joined the company in 2010 as commercial director, moving through the ranks to general manager and finally taking the senior position of managing director.

During his eight years he successfully managed the major relocation of the UK Office from Southampton to Richmond at the end of 2016. His leadership ensured the company retained the majority of team members despite the move, while also driving Power Rangers to the No. 1 Action Figure Property and winning Boys Property of the Year at Toy Fair in the same year.

The promotion of Nic Aldridge to Clive’s outgoing post comes just 12 months after he joined the company in 2017.

Nic will be supported by Clive in a consultancy role until September 2018.

Clive commented: “I have really enjoyed my time at Bandai UK and I’m sad to be leaving such a great team, but I feel that I will be leaving it in good hands. It’s a pleasure to have worked with Nic in the past 12 months and I am impressed with the progress made in his first year.”

“It is with Nic’s help and experience that we have made great headway into reinvigorating our business with the development of our own IP, as well as the introduction of key third party properties into our portfolio,” he continued.

“It’s a very exciting time for the company with many positive changes being implemented, and I am delighted that I have the opportunity to be still involved in a small way.”

Nic added: “The past 12 months have moved very quickly.

It has been great to have worked with Clive and I am look forward to receiving more of his sage advice in the coming months in my new role. I could not have wished for a more supportive mentor during my first year at Bandai. Now I am looking forward to working closely with the team and building on the strong success that we had at the end of 2017 which is carrying into 2018. I echo Clive’s sentiments – there are exciting times ahead for this year and beyond.”

Asmodee UK completes acquisition of Coiledspring Games Asmodee UK has purchased fellow UK games distributor Coiledspring Games. The change in ownership sees Coiledspring join the Asmodee Group of games companies across the world.

Founded in 2004, with just one game and one puzzle, Coiledspring has gone on to become a leading name in UK games distribution, carrying a wide range of products also including jigsaws, puzzles and soft toys.

Following the acquisition, Coiledspring will continue to operate as a separate entity, run at arm’s length from Asmodee UK’s current operations.

Asmodee UK’s managing director Steve Buckmaster commented: “We’re delighted to welcome Coiledspring Games to the Asmodee Group. We’ve always thought very highly of the team and the work they do, so it’s great to have them on board with us.”

Coiledspring’s Roger Martin added: “We’re very excited to be joining the Asmodee Group, and I am sure this will bring with it some big opportunities for Coiledspring Games. Being part of Asmodee presents us with a fantastic platform for future business”.

The Entertainer reports 37% profit increase The Entertainer, the fastest growing multi-channel toy retailer in the UK, announced a 37% increase in YOY profits.

The company posted an increase in total sales of 6.8% in the 12-month period 1st February 2017 to 27th January 2018, compared to the same period last year, with LFL store sales broadly flat. TheToyShop.com, The Entertainer’s online platform, reported a 30% sales increase in the same period YOY and five-fold growth in the last five years. Within that, use of the 30-minute click and collect service surged by 32% in the year.

On the drivers for this success, Gary Grant, founder and managing director of The Entertainer, commented: “Considering the well documented challenges that the high street and the toy industry faced in the last year, we are delighted with these results.

TheToyShop.com has experienced strong growth as more customers choose our online channel. Addo Play, our own brand toy range, also enjoyed strong growth over the last 12-month period, placing them as our 4th biggest supplier. Our international store growth also contributed to what turned out to be a stellar year.”

“We continue to have an ambitious growth agenda with plans to re-invest this revenue back in to the business, particularly focusing on UK and European acquisitions and the re-platform of TheToyShop.com. We strive to drive the toy market forward whilst continuing to offer our customers an exciting shopping experience and we are very much looking forward to continued success in 2018.”

As a result of this success, The Entertainer has declared its profit-share to staff for the last financial year totalling £1.9m.

Gary added: “This is the first year of our company-wide profit-share scheme and yesterday would be one of my highlights of the last 37 years; being able to announce a record profit-share for a record year’s trading, to all of our employees.”

Toy World 10

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© 2017 OLO Industries, Inc. All product names and logos are property of their respective owners.

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SUPPORTED BY 360° MARKETING CAMPAIGN TV

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For more information, contact Sales on 020 8324 6160 or sales@bandai.co.uk

News Mike Frost leaves Generation Media Group

Strong re-booking rate for Toy Fair 2019 Toy Fair 2019 secures an 81% re-booking rate of returning exhibitors in less than three months since the end of the 2018 show.

Following a successful 2018 event, returnees include Character Options, Spin Master, H. Grossman, Ravensburger, Golden Bear, Flair, Orchard Toys, Halilit, Fiesta Crafts and Rainbow Designs, among others.

Toy Fair will return to Olympia, London from 22nd-24th January 2019, welcoming a range of toys, games and hobbies manufacturers and distributors to the show from large renowned brands right through to start-ups. With 190 applications already submitted for exhibition space, including a high number of new exhibitor enquiries, Toy Fair 2019 looks set to be another busy show.

Majen Immink, director of fairs and special events, commented: “We are very much looking forward to welcoming back such a large number of returning companies, both small and large, to the show. It’s encouraging to have received so many applications this early on, and we are extremely appreciative of the support the industry continues to provide the show.”

Companies looking to exhibit in 2019 are encouraged to fill in an application form online at www.toyfair.co.uk.

For all Toy Fair queries please contact Chris@btha.co.uk or call 020 7701 7127 to speak to one of the Toy Fair team.

Mike has decided to step back from his director’s role at GMX and left the company at the start of April Commenting on the news, Dean Weller, chief executive of Generation Media, said: “Mike has been a well-respected and important member of the team, and has contributed enormously not only to the successful development of GMX, but also to improving the media buying and planning performance on those clients that he has worked on. Currently Mike is bravely fighting serious illness and everyone in the group wishes him and his family well in this regard.”

Whilst Mike will not be continuing in front-line media duties, he will continue to be involved in the toy and retail business as he pursues new opportunities outside that of media planning and buying.

Dean added: “Mike will always be welcome at Generation Media Group, and of course we all wish him the best for the future.”

Harrods unveils new toy department All change at the top for Mothercare Mothercare CEO Mark Newton-Jones has stepped down from the role and has been replaced by Kmart Holding group president David Wood.

David has worked at US retailer Kmart for two years, and before that held a number of senior commercial, marketing and general management positions at Tesco.

Mark Newton-Jones joined Mothercare as interim CEO in March 2014 before the role became permanent in July of that year and had been trying to turn the business around during his time at the helm.

David commented: “I am delighted to be leading Mothercare, a business with a fantastic heritage and an exciting future both in the UK and internationally.

My immediate focus is to ensure Mothercare is put back on a sound financial footing and deliver a successful plan to improve performance.”

The company was also reported to be considering closing loss-making stores and seeking rent reductions in an effort to survive, as well as exploring a CVA. Just weeks after David Wood’S appointment, the company announced the departure of chairman Alan Parker. Clive Whiley has been appointed interim executive chairman.

David commented: “Clive’s appointment comes with the support of a number of our key shareholders and strengthens Mothercare’s leadership with specific refinancing and restructuring experience. He has the skills required to help stabilise the business and take it forward.”

The London department store will be opening the doors to its new toy department, now located on the Fourth Floor, in May. The new Harrods Toys will offer an array of products, experience and service. The space will include specialists who will support customers in their quest to find the perfect toy or game. Featuring heritage toy brands like Lego, Steiff and Jellycat, as well as exclusives from brands such as Barbie, the department has been designed with adult-friendliness in mind.

Annalise Fard, Harrods’ director of Home, Technology, Toys and Beauty, commented: “The new space is the culmination of years of close conversations with our discerning customers and Mini Harrods members.

This understanding of the consumer journey shaped the brief to both the Harrods buyers – who have sourced the very best in toys and games from around the globe, centred on our three essential pillars: Educate, Entertain and Engage – and also to the incredibly talented design team at Farshid Moussavi, allowing them to create an environment which puts adults first, while also celebrating children’s love of toys.”

Features of the new space include a fancy-dress fitting room, fun activities, and daily demonstrations of the latest games and toy trends, all taking place in a dedicated pop-up area. There will be regular weekend events throughout the year, and popular elements of the original Toy Kingdom will remain in the new department. These include Toy Concierge, a complimentary service offered to all customers who may be looking for an extra-special gift or want expert advice from Harrods’ specially trained Toy Stylists.

The new Harrods Toys will be open from mid-May.

Toy World 12

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TM & © 2015-2018 Psyonix Inc. Under license, all rights reserved.

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© tinyBuild, LLC. All Rights Reserved.© 2017 DYNAMIC PIXELS™

News Margo Georgiadis steps down as Mattel CEO Margo has stepped down to take the top job at consumer genomics company Ancestry. A former Google executive who joined the toy company in February 2017, she has been unable to revive sales for Mattel, despite overhauling the company’s management team, suspending its dividend and developing plans to cut $650m in costs. Her departure from Mattel was effective from 26th April. Margo will begin her job at Ancestry on 10th May, having continued at Mattel in an advisory role to ensure a smooth transition.

Shares of the company fell more than 3% upon announcement of the news.

Her replacement, Ynon Kreiz, has been a director on Mattel’s board since June 2017, and is slated to be elected as the board’s chairman at its shareholder meeting on 17th May. He was replacing Christopher Sinclair, the executive chairman and former Mattel CEO, who announced his plan to retire last year.

Ynon has more than two decades of experience in the media and entertainment industries, particularly children’s entertainment. He is the former CEO and chairman of Maker Studios, which was sold to The Walt Disney Company in 2014. Prior to that he was the chairman and CEO of Endemol Group, one of the world’s largest independent television production companies.

Earlier in his career, Ynon co-founded Fox Kids Group Europe, a children’s entertainment company, which was also acquired by Disney in 2002.

“Ynon has tremendous expertise across areas critical to our strategy, including digital, media and entertainment, and we have already benefited from that experience and his compelling vision for the company since he became a director,” Christopher Sinclair said in a statement.

He added: “On behalf of the board and management team, we thank Margo for her service and many contributions to Mattel. We wish her the best in her future endeavours.”

Foye Pascoe named Hasbro’s president, European sales and marketing Foye replaces Mark Hoijtink, who has decided to pursue other opportunities after 11 years with Hasbro.

Hasbro has announced the promotion of Foye Pascoe to president, European sales and marketing. In this role, she will oversee all sales and marketing activities throughout the region.

Wiebe Tinga, chief commercial officer, Hasbro, commented: “Foye brings a deep understanding of our brands and great commerciality to this role, and we are confident that, with our teams across Europe, she will take our business in the region to new levels of success.”

Foye began her career at Hasbro in 1990 as a brand manager in the UK. She has held various leadership positions in the region, including sales and marketing director for the UK. and Ireland, the head of European marketing services, and the UK and Ireland’s general manager. More recently, Foye has been leading the services and distribution teams across multiple European markets.

Foye is the vice chair of the British Toy and Hobby Association, the acting chair of the board for the Toy Industries of Europe, and the chair of the Toy Trust, the industry charity founded by the British Toy and Hobby Association.

Smyths Toys acquires Toys R Us Germany, Austria and Switzerland The agreement will create the largest toy retailer in Europe.

Smyths Toys will acquire Toys R Us’ operations in Germany, Austria and Switzerland, for a headline enterprise value of €80m, on a cash-free and debt-free basis, and an estimated aggregate purchase price of €79m, of which up to €37m may be escrowed at closing with release subject to certain conditions. The Company’s Central European business, in fiscal year 2018, is forecast to generate Adjusted EBITDA of €22m, after International Technical and Administrative Support Service Agreement (ITASSA) expense of €5m and royalties of €13m. Smyths Toys intends to rebrand the stores under their own banner. The sale of Toys R Us’ Central European business is subject to the approval of the United States Bankruptcy Court for the Eastern District of Virginia.

Smyths Toys already successfully operates 110 toy stores and online shops in Ireland and Great Britain and will now add a further 90 stores and on-line operations in another three European countries.

Subject to the final approval of the responsible court as well as other regulatory and contractual obligations, Smyths will acquire and rebrand all businesses branded Toys R Us in Germany, Austria and Switzerland, as well as take on all employees and management in these three countries, including the head office in Cologne.

Tony Smyth, on behalf of Smyths Toys, commented: ‘We started the business more than thirty years ago and are very grateful to our customers, our employees and our suppliers for the support we have received in that time. We are convinced about the future of multi-channel specialist toy retail and are confident that we can successfully introduce and grow our brand in Continental Europe. The Toys R Us business is profitable, has a strong leadership team and already has many loyal customers. It provides a great starting point for our expansion.”

The managing director of Toys R Us Central Europe, Detlef Mutterer, commented: “After an extensive sales process, my colleagues and I are pleased that Smyths Toys has won the bidding process for our business. Smyths Toys is a proven leader in the retail industry. They have achieved strong growth in recent years and will complement our business in an ideal way. We look forward to working with our new colleagues, responding to customers and growing the business further. We already have many suppliers in common and we see this as good news for the supplier community and our other business partners.”

Toy World 14

News Tiger founder to launch new UK kids and toys chain ÏD Kids The retail entrepreneur Philip Bier is looking to repeat the success of Danish brand Tiger with the launch of a new children’s clothing and toy chain.

Philip will open the first ÏD Kids store in Wandsworth this month, after finalising a franchise deal with the eponymous French company. With a turnover of €860m (£750m), the retail giant owns eight brands including kidswear label Okaïdi and Oxybul, a range of educational toys, and has a global network of 1,200 shops.

Philip, who opened the first Tiger store in Basingstoke in 2005, became a multi-millionaire after selling his stake in the chain last year. The ambitious Dane has now set up Bier Brothers with his brother Jacob, a top mergers and acquisitions lawyer, to bring new retail brands to high streets.

Philip commented: “We want to be the preferred partner for foreign retailers who want to enter the UK. The ambition is to have six brands in five years’ time.”

He is pressing ahead with the new business despite a retail climate that has seen the share price of Mothercare plummet and Toys R Us enter administration.

“If people say I’m mad I have some sympathy for that statement,” says Philip. “But if you take Toys R Us they stood still and relied on doing the same thing for 25 years with no material change in their model. They just expected customers to turn up with a basket and fill it. That doesn’t happen anymore.”

The backdrop to the launch of ÏD Kids is a challenging one as the toy market shrank by 3% to £3.4bn in 2017. But despite the travails of Toys R Us, its rival The Entertainer recently reported a 37% increase in annual profits to £11.5m for 2017. The outlook for the children’s clothing market is more buoyant as it is forecast to grow by 8.1% between 2017 and 2022, according to retail analysts at GlobalData.

Spin Master announces Hatchimals Colleggtibles school initiative As part of an extensive educational programme, over 170 primary schools across the country have received approximately 20,000 Hatchimals Colleggtibles to be integrated into the classroom.

An ideal way to encourage and support group play among Key Stage 1 children aged 4-7 years, Hatchimals Colleggtibles also provide teachers and support staff with the opportunity to explore and reinforce the importance of uniqueness, personalities, friendship and creativity.

The Hatchimals Colleggtibles free schools pack includes teacher notes aligned to the curriculum and activity sheets that bring it to life for the pupils through engaging activities.

Outreach included a dedicated newsletter to 24,000 head teachers and/or Key Stage 1 Leads which resulted in unprecedented demand, with the free packs being scooped up by teachers and support staff in under three hours.

Charlotte Yates, senior brand manager, Spin Master UK, commented: “We are delighted by the response to our schools’ programme and that our Hatchimals Colleggtibles pack is a valued asset for teachers in the classroom.

This programme not only lets pupils experience the excitement around ‘who they will hatch?’, but also helps encourage important discussions around uniqueness and differences linked directly to the curriculum. We look forward to supporting UK schools and KS1 teachers in the future.”

The Hatchimals Colleggtibles egg colour has changed from purple to pink for Season 2, and there are over 100 new characters to collect, from the jungle, garden and more. There are also a limited number of Golden Hatchimals to discover.

‘Kidults’ appetite for toys continues to rise The latest figures show that in 2017 even more was spent on toys by ‘kidults’ – £1 of every £9, or 11% of the overall sector. That represents an increase of 8% year-on-year, and a rise of £30m in value terms since 2016.

“Millennials” (18-34 years old) account for almost half (48%) of the spend among grown-ups buying toys for themselves, while “Generation X-ers” (35-54 years old) account for 28% and “Boomers” (55 years+) account for 24%. Among Millennials, 62% of the money spent on toys for adults is by young parents. Another four in 10 (38%) are not yet into parenthood.

Men are more likely than women to buy toys for themselves, especially as they grow older. They represent 55% of Millennials spend on toys, but it rises to two thirds (66%) of Gen X and 70% of Boomers. The internet claims 56% of the spend compared to 39% for overall toys and games. But even if Amazon and Tesco have the lion’s share of these sales, kidults tend to buy toys outside traditional channels, preferring to shop from dedicated specialist websites.

The categories where the ‘kidult’ trend is most prominent are games & puzzles (19% of sales), building sets (15%), action figures (12%) and dolls (11%).

Frederique Tutt, global industry analyst, Toys, NPD, commented: “The wide variety in the toys adults are buying for themselves reveals the many reasons older people buy toys: from playing board games with adult friends to building sophisticated models, drones and robots. And the collectible market has expanded beyond the timeless classics of dolls, plush and action figures to include pop culture models.

The growing ‘kidult’ trend shows that where manufacturers and retailers can understand and meet the evolving needs of their audiences, they can grow sales in a very competitive and fast-paced sector. That is equally true whether your brand enjoys a strong heritage or features the very latest pop culture figure.”

Toy World 16

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News Halilit clarifies position regarding Battat The company has reassured its customer base that supply of the Battat, Lori and Terra brands will remain its responsibility.

Amy Wildman, sales manager at Halilit, commented: “We are aware that there have been some distribution changes to some of the Battat portfolio. With the Battat brand being such a staple for many of our customers we wanted to take this opportunity to reaffirm our dedication to continuous supply of this popular range. We were thrilled with the reaction that the new colour refresh received at Toy Fair this year, and are looking forward to showcasing these updated products along with some exciting new lines at the upcoming AIS and Toymaster shows.”

Should any retailers wish to seek further clarification they are advised to get in touch with the Halilit office on 01254 872454.

Gary Grant takes Government to task on business rates Gary Grant has condemned Britain’s soaring business rates, saying the Government is a catalyst in causing casualties on the high street. The founder of The Entertainer said last year’s rate hike had been a ‘real killer’ for retailers by heaping financial pressure on firms already suffering from squeezed margins.

While pressures from rising inflation and the National Living Wage have hit retailers, Gary said business rates remain ‘the elephant in the room’.

He commented: “Landlords are being very realistic about their rent, but the one thing that is not negotiable is business rates. The retail sector is seeing many stores empty for long periods of time and the biggest issue is that retailers can’t open stores. Business rates are out of line now with retail turnover. Business rates are the real killer. Any increase in cost where you have flat and declining turnover is going to put pressure on the bottom line.”

He added: “The Government just hasn’t got it. It needs to take some responsibility for the high street’s decline.”

Retailers were among those dealt a hammer blow in April last year when the first business rates revaluation for seven years left many facing crippling bill hikes. The 1st April rates overhaul saw 1.9m properties in England revalued and rates rise for 500,000 businesses.

The Entertainer has managed to defy the gloom engulfing the high street by keeping a tight rein on costs and focusing on its range of own-brand toys. The retailer, which has 145 stores and 1,360 staff, saw a 37% surge in pre-tax profits to £11.5m for 2017/18, while revenues lifted 7% to £162m over the period.

Such has been the challenge for other retailers that a restructuring process known as a company voluntary arrangement (CVA) has become the go-to lifeline.

However, Gary has said CVAs should be used with caution, and could be avoided if there was better dialogue between landlord and tenant. “At the end of the day if a business cannot afford the rent, and can work together to address their unprofitable sites, CVAs could be avoided,” he commented.

Shrinking doors

David Ripley David is currently EMEA category director for Toys, Nursery, Sporting Goods & Pet Care at Groupon. His long career as a toy buyer has included stints at a number of the industry’s largest retail accounts.

Viewpoint

I

t has been a very sobering year so far for the retail industry, with toys and nursery being particularly impacted in both the UK and the wider international market, with store closures on a scale not witnessed since the deep recession of 2007.

This year has seen several international brands consigned to the history books, and each month appears to bring a new set of retailers trying to survive in the short term at best, and many more downsizing at the fastest rate in history. We are less than half-way through 2018 and UK retail job losses are edging close to 50,000+

The structural shift from how and what customers want to purchase is not just having an impact in the general merchandise retail sector, it is also hitting the casual dining sector - the segment between fast food and fine dining.

This sector is also seeing large scale challenges but for different reasons; low interest rates and low average salaries in the sector have led to an explosion in new chains or expansion to the point of saturation. At the same time the rising trend of the self-cook foodie has materially reduced restaurant footfall for casual dining.

Certain lower margin retail segments have always been more susceptible to economic downturns

Toy World 18

(even soft economic landings), but when several of the higher margin retailers focusing on clothing, food and accessories begin to fail, it starts to crystallises the scale and pace of change of the disruption within the entire retail industry.

Where the year will end up for anyone in the toy trade is really uncertain, but I am sure that the changes and consolidation on the retail side will be reflected to some extent on the supplier side with manufacturers chasing fewer and fewer customers.

So what is the next big disruption model to hit the retail sector?

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Marketing World Zuru targets millennials with digital campaign Zuru has launched the Fingers Love to Fidget Cube digital campaign, aimed at a millennial audience.

The campaign demonstrates how the Original Fidget Cube can help relieve stressed fingers from their ‘first world problems’ with four tongue-in-cheek videos. The campaign, on social and digital platforms including YouTube, Facebook and Instagram, started in April, to coincide with the launch of the Original Fidget Cube Series 3, which features new designs.

Hannah Leeming, senior brand manager for Zuru, commented: “We’re excited to launch the Fingers Love to Fidget Cube digital campaign and help solve your finger’s anxiety-inducing problems. We hope this campaign will entertain and appeal to our adult buyers.”

Adam Woods, creative director for Zuru, added: “We’ve known that kids love the Original Fidget Cubes, but now realise how immensely appealing they are to young adults, particularly busy young professionals juggling their work-life balance and all the stress that comes with it.

The main trigger behind this campaign is its weird but relatable humour."

Easter social media campaign for Crayola Colour Wonder Following the launch of its Facebook and Instagram pages, this Easter Crayola UK celebrated “mess free” colouring with Color Wonder.

The #messykidscontest launched on Easter Monday for two weeks and was supported by a parent blogger outreach programme and a digital campaign.

Building on the success of the Color Wonder brand, Crayola UK invited parents to share pictures of their children whilst colouring in, drawing or doing a similar creative activity and offered them a chance to win a bumper Color Wonder prize package.

At the same time the Color Wonder campaign was supported by a 20’’ TV and digital spot, raising further awareness of its mess free attributes and variety of licences including Paw Patrol and PJ Masks.

Iro Theodoritsi, European senior brand manager Crayola Division, Vivid Imaginations commented: “We are extremely excited about the launch of our Color Wonder campaign underpinned by TV, digital and #messykidscontest on our newly introduced UK social platforms. The Crayola Team has been working passionately on delivering a social plan that inspires engagement and we are looking forward to a content that drives creativity and colourful moments. After all, creativity can be messy but with Crayola Color Wonder it doesn’t have to be, since the fun stays on the page.”

Little Tikes challenges families to Bring Back The Outdoors The company has launched the new outdoor range, Fun Zone, with a national multi-channel marketing campaign, which challenges families to double the amount of time they spend outside.

It follows research, commissioned by the brand and launched in national media ahead of the key Easter period, which found that children are spending less than four hours outside a week.

The Bring Back The Outdoors campaign includes an indoor/outdoor media play date to showcase the brand’s extensive range to press and bloggers. A social media campaign and website content hub will be filled with loads of things to do outside, from walks and trails to explore with trikes to handy parenting tips from child expert, Emma Kenny.

The campaign will also be underpinned by a heavyweight advertising campaign across TV and digital – plus widespread macro and micro influencer and blogger engagement – for key lines including the new Fun Zone range and the Fountain Factory Water Table.

The Fun Zone line includes Splash Face, Tumblin’ Tower, Dual Twister and Drop Zone. Each of the products has a water play element to get children outside.

Michelle Lilley, head of marketing for Little Tikes, commented: “The importance of outdoor play has always been central to the Little Tikes brand. Our wide range of outdoor products, from items such as our Turtle Sandbox (celebrating its 40th birthday next year) to our brand new Fun Zone line, offer every type of play for little ones. This year, we wanted to really celebrate the great British outdoors and encourage families to make the most of it – even if this is in spite of the not-so-great British weather.”

Toy World 20

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Opinion

Living in a digital world This month, Martin looks at the return on investment for promoting products in the toy sector, and the variables that affect this.

N

othing lasts forever: all good things come to an end. This decade we’ve seen the doors close at Woolworths, the print run of The Dandy stopped and the production line halted on the two bestselling consoles of all time; the Playstation 2 and the Nintendo DS. That said, we’ve also seen a boom in e-commerce and the rise of the toy collectible. With the expected demise of Toys R Us next on the list (although let’s not speak too soon), it is reasonable to assume that online retailers will gobble up this share of the market. But that may not be prove to be the case. Generation Media has developed its own e-retail marketing system, called GM Checkout. This promotes products on various leading shopping sites and is doing great things for our clients.

online, to find the best deal. A £10 party gift can be bought quickly and efficiently from most stores; comparison is time-consuming and not perceived as worthwhile. We know that a Lego pack at that price is going to be roughly the same in most stores, so the buyer would be more likely to search, click and buy in three steps, rather than save 5% shopping around for the sake of 50p. However, a 5% price differential on a £200 outdoor furniture purchase is a worthwhile saving. Plus we know that parents often collaborate on these larger purchases, pop into store, delay on making decisions or even browse in an aspirational way. If you’re serving ads on these items, even with a 30-day attribution window, it might not always be possible to link the chain from original search to eventual purchase.

This column isn’t an extended ad for that service; the reason I’m highlighting GM Checkout is that the system allows us to look at the return on investment for various product lines, prices points and other variables. Looking at return in the Toys & Games sector, it’s our understanding that we see a relatively orthodox bell curve when plotting ROI against price point increments.

At the top end of the scale, high ticket items don’t see huge ROI vs marketing spend in this field, and that’s hardly rocket science: the higher the RRP, the greater the consideration time. We can hazard a guess that consumers are shopping around, both in store and

At the other end of the scale, different factors come into play. Items I’d deem to be priced as ‘pocket money toys’ don’t seem to perform well at e-retail, returning a relatively low ROI. I’m not single-minded enough to deny there may be other variables at work such as the brand, but we’ve seen these same bell-shaped ROI pattern on different priced products within the same licence. Meanwhile, I can’t move in my local supermarket for tripping over boxes of Panini World Cup stickers and LOL Surprise, and that’s reassuring for the traditional part of me that believes toy marketing and purchasing should feature a physical,

Toy World 22

Martin Doyle

Head of Digital, Generation Media.

Tel: 0207 307 7908 martin.doyle@generationmedia.co.uk

tangible element, albeit integrated into an engaging digital world. I’d go as far as suggesting that lower priced collectibles such as blind bags haven’t been empowered by the explosion in ecommerce. A blind bag plays on those classic childhood feelings of excitement, promise, surprise and reward – for a better illustration just picture Charlie Bucket’s face in the 1971 Willy Wonka movie, opening his Wonka Bar to reveal the cherished golden ticket. It gives me hope that there is a future for bricks and mortar toy retail yet. That’s what we should be striving for with our marketing and our packaging. It is what influencers are doing on YouTube so well. It’s the reason we advise our clients to avoid using the same creative for all media.

Maybe all good things do come to an end, but if we constantly innovate, observe how technology can be used to deliver engaging experiences - both in marketing and retailing - and most importantly listen to what our audience wants, then perhaps they don’t have to.

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Marketing World Hama launches YouTube channel

Sylvanian Town launch hailed a success Last month, Epoch making toys launched a 360-marketing campaign to create awareness of the new Sylvanian Families Town, the biggest product launch to date in the brand’s 32 year history.

The company kicked off its campaign with a PR stunt at Hamleys Regent Street; the ‘world’s smallest fashion show’ debuted the first haute couture collection of the Town’s fashion designer Stella, attracting national and London fashion press alongside children posing as fashion celebrities. The stunt was reported in the Evening Standard, Metro, Time Out and by fashion media such as Elle and Harpers Bazaar. The miniature automated catwalk also formed part of a double window display at Hamleys Regent Street from 22nd March to 2nd May, with the other window showcasing the complete Town.

The fashion show was also featured in Epoch’s experiential roadshow, a national partnership with intu shopping centres (Trafford, Merry Hill, Metrocentre and Lakeside) to launch the Town across the UK in April. At each venue Sylvanian fans and intu customers visited a purpose-built Town-themed area to play with the new products, watch the new Town characters’ show, and enter a competition to become Stella’s intern by designing a dress for her next collection. A gift with purchase promotion drove footfall to nearby retailers, with Hamleys reporting a YOY 540% increase in sales for Sylvanian Families at its Trafford store.

Epoch supported this activity by securing over 700 TVRs for its TV campaign in UK and ROI, promoting the Town’s hero products: the Grand Department Store, Designer Studio and Ride Along Tram. A digital marketing campaign ran alongside, targeting children’s websites, preroll video ads on YouTube plus microsites with Town content for kids.

Influencer marketing also included a review of the Town by Tiana from ToysAndMe. Finally, window displays were also created in Toymaster stores, plus new Town-themed in-store gondolas and FSDUs were fitted into retailers nationwide to showcase the products and provide in-store theatre.

Yuki Otsuka, marketing manager at Epoch making toys, commented: “We are very excited about this launch, and so far the range has been well received by both retailers and consumers. Easter was successful and as a brand, Q1 has never been stronger.”

Hama has had a strong start to 2018, with the new TV advert, launched at the end of March, already receiving positive reactions from both retailers and their customers. To support the TV campaign, Hama has now launched a YouTube channel, which contains never-before-seen design ideas for Hama fans to follow and learn design tips from.

David Allan, marketing and sales director at DKL, commented: “Hama has had a great start to 2018, with the latest YouTube launch being just another element of the consumer marketing push we have planned for 2018.”

Alongside the new YouTube channel, there is also a new in-store promo video for retailers to enhance merchandising opportunities.

Tomy reveals major spring TV and digital initiative Tomy has launched a heavyweight strategic communications plan to support its Aquadoodle, Molang and Toomies collections.

The new campaigns have been rolled out to target consumers through TV and digital advertising. The television campaign to support the pre-school and toddler ranges is the largest for the brand to date.

Tomy Toomies will be supported with 150 TV spots for Foam Cone Factory and Spinning UFO. The campaign is being aired for three weeks before and after Easter to reach pre-school parents and giftgivers. The brand will also be supported with an online media rich advertising campaign that’s estimated to deliver 1.2m digital impressions, as well as a digital takeover on parenting website, Made for Mums.

Tomy’s Aquadoodle collection has also seen huge investment with a targeted TV campaign over a three-week burst, including the bank holiday weekend. The campaign highlights Super Colour Deluxe and Peppa Pig and includes 150 TVRs. In addition to TV, Tomy has supported the collection with video on demand reaching over 350,000 viewers.

Tomy is also supporting Molang with targeted influencer gifting.

Leading influencers including YouTube stars have been gifted with exclusive Molang Easter hampers, featuring hero SKUs and new releases.

Toy World 24

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NPD Insight

A matter of convenience Rory examines the market share of both online and in-store sales and looks at the main influences on consumers in making their purchase destination choice.

A

s discussed in previous columns, the toy market in 2017 was in slight decline, and in 2018 we have a similar story so far.

Wherever the market eventually ends up, recent events mean 2018 will certainly be an interesting, unpredictable, year. When we talk to our clients in the toy industry, there’s one thing that often gets mentioned with an air of certainty, and that is that online toy sales must be growing. Buying anything online is second nature to most of us now and no longer only for bigger tickets items. So, are we seeing continued growth in the online channel in the toy market or is the story a little more nuanced?

An interesting insight when you look at NPD consumer data is that, over the last five years, the reasons for toy consumers choosing a retailer generally haven’t changed. We can group the reasons into three core groups; convenience, price and quality. In general, convenience is still the top driver, accounting for just under half of all toy purchases; these examples include already being in-store or the location of the store being convenient. Price is the next key driver and accounts for just over a third of all purchases; this includes both continued low prices and looking for sales or promotions. Where we see a big difference is when we split the data by offline and online: price becomes more important for online purchases with around 42% being driven by price, just ahead of convenience at 41%. When we compare with offline, we can see that convenience grows in importance, accounting for 53% of retailer choices.

The percentage of customers choosing high street toy retailers based on price has in fact declined slightly over the last five years. So, it’s not just price that is driving the growth of online, it is the more equal pairing of price and convenience, as we have seen almost identical levels of growth for both drivers.

Rory Partis

Director UK Toys & EuroToys NPD So what about the high street? It should be noted that although offline sales declined by -4% in 2017, they still make up the majority of purchases, accounting for 62% of all toy sales. The demise of Toys R Us is important in this context: notably, only 6% of Toys R Us sales were online. While it is plausible that a percentage of the sales which would have gone to Toys R Us in 2018 will move online, if these shoppers prefer going to stores for toys, surely many will continue to make purchases that way? Other high street or supermarket-based retailers could be the main benefactor here, rather than online, but only time will tell. Another interesting point from the NPD consumer data is that one in four consumers state that the primary motivator for purchasing a toy is in-store display. That’s a very large figure when you consider 7% are motivated by movies, 5% are influenced by what they or their child sees online and just under 5% are directly influenced by advertising on TV. So, with a large percentage of toy market value coming from what consumers experience when they are in-store, it’s important that high street stores have the right balance of good prices, convenience and quality to satisfy a consumer that could be lured away by the low-price attraction of buying online.

NPD consumer data for 2017 shows that total online toy sales were flat in value for 2017, although bear in mind the total market was negative at -2% for the year. On the face of it, the data does not back up the assertion that online sales are growing, but if we dig a little deeper, some striking facts emerge. Total online toy sales may have been flat in 2017, but if we split the sales by pure online or click and collect, then we can see a stark difference. Pure online actually grew by +11% in value, whereas click and collect purchases declined -13%. With offline declining by -4% as well as click and collect, it does appear that there has been a change in consumers’ attitudes in favour of online shopping, where it is all about convenience. If we look at Q4 in isolation, the trend is even stronger for pure online toy sales, with a +19% growth Growth driven by pure online rather than click and collect in 2017. vs. Q4 in 2016. Essentially, in the all-important period of the year, consumers moved online at a Off-Line greater rate than the rest of the year; 44% of Q4 toy purchases On-Line (Pure) were made online compared to the 2017 average of 38%. So, even On-Line C&C though total online sales were flat for 2017, when we look a little -15 -10 -5 0 5 10 15 £2,500 £2,000 £1,500 £1,000 £500 £0 deeper we can see that there is Value £(MM) % Value Change strong growth for pure online and particularly at the most The NPD Group, Inc. | Proprietary and confidential Source: The NPD Group | NPD Consumer Toys | UK | FY 2017 important time of the year. The key question is why?

UK Toy Market Online Growth

Toy World 26

We can conclude that online sales are growing, driven by pure online sales rather than click and collect, and it appears consumers are purchasing online because they perceive it to be better value. However, almost two thirds of all toy sales are still generated in-store and this channel remains hugely important to the market.

The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers and drive profitable growth. Sectors covered include automotive, beauty, entertainment, fashion, food/food service, home, office supplies, sports, technology, toys, video games, and wireless.

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

Top Licences The #1 licence in 2018 with YTD March data is Star Wars, and with the movie just being released on DVD and made available to rent through online platforms we should see the licence get another boost in April. There are six movie related lines in the top 10 licences and Avengers at #10 would be expected to move up the rankings with the launch of the latest movie coming at the end of April. PJ Masks appears at #5 and has continued its strong performance after a good first year.

Feb 2018 Rank

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Talking Shop Minding one's own business Independent retailers spoke to Toy World about their thoughts on the upcoming Toymaster show, what is selling well as we move out of Q1 - particularly in this month's featured categories of dolls, girls collectibles and licensed ranges - as well as about how they maximise business generally for their stores.

Lee Borastero - Kids Stuff Toymaster, Somerset Our sales are up on last year, currently at about +5%, but in total last year we increased takings by +15% on the previous year.

Lego ranges always perform very strongly for us, and Playmobil has had a resurgence, as have pre-school ranges, wooden kitchens and other role-play items.

The Lottie Dolls range is also performing very well for us and is actually outselling Barbie. Lottie Dolls are more realistic than Barbie and are quite innovative, even to the point where one of the dolls has a cochlear implant, and I believe they are working on a new range for Autism Awareness as well at the moment. I find the popularity of these dolls interesting, as all the outfits are inspired by children.

We will be going to the Toymaster show this year, and this will be our second time at the show, last year being our first. I am most looking forward to seeing some friendly faces and hopefully some attractive deals from the likes of Hasbro, Mattel, Marbel and Melissa and Doug, as these were some of the ranges which were our strongest last year. We have also attended Toy Fair and the Toymaster FOB shows.

We are going to the show with an open mind, to see what’s available and what the trends are. We don’t always follow trends as we are more traditional, so for example we are not stocking slime at the moment. However, it is interesting to see what the trends are and what’s going to be around, so we can decide whether it is worth dipping our toes in the water and trying it out.

We also stock Dolls World dolls from Peterkin but tend to steer clear of more expensive doll ranges, purely because we know the supermarkets stock them, as does Argos. We stick to ranges which are a bit different.

In terms of collectible ranges, we stock Lego mini figures, and we have tried squishees as well. At the moment we have the food squishees in stock and these are selling really well.

We have a whole room dedicated just to Lego at the moment with about 300 SKUs in there, and this is right at the back of the shop, so people have to travel right through the shop in order to see it. In terms of licences, we stock some of the BBC TV lines, such as CBeebies products, and I think My Little Pony is probably the most successful licence that we carry.

We don’t have another toy shop within 20 miles, so we are quite lucky that we don’t have any direct competition. With the demise of Toys R Us, we have seen a lot more people come into the shop, which we hope will help us.

Toy World 29

We are celebrating our 20th Birthday this year and have Toby Toymaster coming in to celebrate with us. We have also just launched a loyalty card for local customers to try and get them to come back more often. We also have a few plans for later in the year, but nothing set in concrete yet.

Over the last 20 years, a lot has changed in retail. With the rise of the internet, we get a lot of customers coming in and price checking items. They have their phones in their hands and ask if we will match the price of Amazon, and the answer is “no we won’t”. We will match the Lego website, and Playmobil to Playmobil prices, and Hasbro at the recommended retail prices, as these are widely available. However, we have customers who say they have found items cheaper on the internet, but then they come back to buy it from us, because they are unable to find it in stock anywhere.

The advice I would give independent retailers is to be wary of what you purchase and try not to go for too many fads. You will make mistakes, but you can learn from them over the years, as we have - and we are still learning 20 years on. You will get stronger from your mistakes, but research and get to know your customers and get involved in the local communities. For our 20th Birthday we have got involved with eight local schools taking part in a competition, and we have had over 400 entries.

I’m glad that we’ve survived the last 20 years, and I’ve just signed a lease for another 10, so we are not going anywhere. I’m looking forward to the next 10 years in business because I think that whatever happens, it is going to be quite interesting with the way the industry is going.

Talking Shop Helen Gourley

Toy Hub - Dunblane, Bridge of Allan. staycations, and because the weather has not been that good they’ve been looking for new things to do. We ran a couple of competitions over Easter too, alongside lots of social media activity and follower engagement.

Customers could enjoy a free Easter Bunny Hunt, and everyone who took part received a free Playmobil DVD. Angus the Highland Cow, from Ty, has been a roaring success for us here in Scotland. We have shipped him all around the world – I’ve never seen a cuddly toy launch and go viral in the way it has. We had to reorder stock within a week of getting our initial delivery. Cobra Paw from Asmodee is flying out, and we are demoing it all the time. We’re seeing similar levels of success to those we saw with Dobble; it seems to be just one of those games that everyone wants.

Business is going in the right direction for us, but we noticed that Q1 was down on last year, which probably had a lot to do with the weather. We were hit hard with heavy snow up here, and apart from sledges – which we did really well with - nobody was out buying. We worked really hard during that period to ensure that customers could get hold of what they were looking for, and we managed to stay open throughout the inclement conditions, which was impressive. As well as sledges we saw an increase in game and puzzle sales, as people were looking for something to do inside.

Easter has been really good for us this year.

Nothing that would you make stop and say “Oh wow”, but it’s been consistent with steady sales every day. Lots of people are feeling the pinch so we have had a number of customers planning

Toymaster is on our must-attend show list every year, and we’ll be there for the duration of the event. The Toymaster show is a great opportunity to get hands on with the toys and games being displayed. Asmodee is particularly good in this respect.

It’s one thing looking at a product in a catalogue or on a website, but it’s another entirely to actually play with it. In previous years we’ve come away from the show with real gems from Coiledspring Games, which has now been acquired by Asmodee; because the company has so many different games and puzzles, you really needed to have a go at them to decide which to select. Last year we did really well with Foooty from Big Potato, which, again, we picked up mainly because we’d had a go with it at the show.

We’ve been going to the Toymaster show for seven years now. I like the idea of Toymaster trying to get members to engage more, and it would be great if things like workshop sessions could become a feature of the show in years to come – perhaps even more media involvement – and whilst evolution of the show would be great, we also appreciate that we are not typical members and that maybe we want

Toy World 30

different things to the majority of others. I am also really looking forward to speaking face to face with a couple of big suppliers, which, despite dozens of emails over the last six months, I just haven’t heard back from. It’ll be great to pin them down and say “Look, I know we’re tiny, I know we’re in Scotland, but we are really trying to spend money with you!” I just don’t understand why there is that breakdown in communications. Sometimes I wonder if it’s because we are up here in Scotland, with less reps. Is that making it trickier?

Another standout product for us has been mermaid blankets – blankets in the shape of mermaid tails – which you can’t buy through Toymaster. Most toy shops wouldn’t think to stock such a product, but we got them in and sold out within four weeks. I’ve just ordered more, and have customers asking for matching cushions to go with them. The reception has been amazing. These aren’t toys, but we have found that they are the sort of product that parents will buy for their kids, as well as children spending their own pocket money too. We also stock bath bombs, and again, this is the type of product that a parent will buy themselves while still encouraging their child to spend their money on something different. We wouldn’t fill the shop with these things, but they really help double up on sales. However, this isn’t the sort of thing I’d expect to see at Toymaster - I’m expecting to see the staples of our business, which is a huge part of the joy of the show.

In terms of girls’ lines, we are doing extraordinarily well with Pusheen. We were getting this from Enesco, which has always been an incredibly easy company to deal with, but I believe the property is now going to Spin Master and we are hoping that we won’t experience an interruption in supply. Also popular at the moment are colour change sequin slap bands; brush them one way and they are one colour, brush them another way and they are a different colour. The type of toy girls are looking to buy really hasn’t changed too much over the years. We try not to focus too much on girls vs. boys here, but we have pink boxes next to other pink boxes because it looks better in-store. We find that there is a higher demand for arts & crafts products among our female customers, and for stationery too.

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For summer we have lots planned. In a lot of towns local to us there is a new social media initiative called Dunblane Rocks; kids paint rocks and hide them for people to find, and once found that person takes a picture and posts it on the social media page before re-hiding the rock for someone else. Off the back of this we are planning to create half a dozen Dunblane Rocks and half a dozen Bridge of Allan rocks, all in Toy Hub branding, and when the kids find them they can bring them in and receive a goodie-bag. Then we’ll simply hide them again for the next lot of finders. It’s a very simple concept but great for our arts & crafts sales as well as raising awareness of the stores.

We’ve also invested in some Crazy Aaron’s Thinking Putty kits, which we will be making with the kids too.

Mark Buschhaus and Stephen Barnes Toy Barnhaus

Staying up past our bedtime

L It’s hard to know what the future holds, both for small independents and big national chains. We are keeping a close eye on things, and looking at where we can save money on bills. The minimum wage is going up, and that has forced us to consider the age of staff that we employ – balancing the desire for good and capable members of staff versus what we have to pay them. We are in two minds about whether or not to really go for it and expand now Toys R Us is going; the challenges that we would face in expanding are quite significant, and everything feels quite finely balanced.

We have two premises, but because they are below a certain size – and because we are in Scotland – we get a 100% business rate release, so we don’t pay business rates at all. If we expanded to include a third shop we would have to pay rates on all three locations, which means we really have to think carefully about expansion. The business rates release up here plays a large part in the survival of many small businesses, and it baffles me how some of my colleagues down south survive in current conditions.

We are looking at the long term – it’s not all just about high streets. We have a fully functioning website, and we do an awful lot on Twitter and Facebook.

In our industry it’s foolhardy to rely just on bricks & mortar. A huge benefit to belonging to Toymaster is the sharing of ideas, and working together. There are obviously differences between all our businesses, but having the ability to network and gain an understanding of what is and isn’t working is vital.

ooking back over March, we had a cracking month for sales (excuse the pun!), a big improvement over the first two months of the year.

When Easter is early, it doesn’t always work that well, but this year it certainly did. In our last column we said we would do a rain dance, and I think it is safe to say it worked! The Good Friday, when it absolutely poured down, was our best day of the year so far by a long way.

Over the last few years, there has definitely been a trend of parents buying less chocolate eggs for Easter and purchasing toys for around £10 or less instead.

This year, there were plenty of them to choose from, with even an egg-shaped LOL Surprise! Looking in the supermarkets on Easter Saturday, they seemed to have so many chocolate eggs left, which confirms this trend. The Easter holiday period has been very successful for us generally, with the weather definitely in our favour.

Looking at new items which are selling well, Peter Rabbit has certainly been in high demand, with the plush from Ty being fantastic. The film has been well received, and of course the product is a perfect fit for Easter. Squishies continues to perform really well for us, with any new designs being especially popular.

Another new introduction that has started to sell well for us is Moj Moj from MGA. It is more squidgy than squishy, but the early signs are good. Also on this theme, Squeezimals from Vivid has just arrived and is enjoying strong sales.

It was this time last year that the Fidget Spinners craze started to hit, coming out of nowhere. It is early days, but we are starting to get asked for flow rings, which are a bit like large slinkies that go on your arms. There are lots of videos online showing tricks you can do. We have been offered them by a couple of suppliers and they are due in later this month. By the time you read this, we will know a lot more, and hopefully we will have another hit product on our hands – fingers crossed.

By the time you read this, it will only be a couple of weeks away from our favourite show of the year, the Toymaster show. We have our rooms booked, although unusually for us, we still have to sort out our evening meals. The Toymaster show is held at the perfect time of year to start to get our heads around Christmas. Toymaster does a fantastic job organising the show, and the hotel provides a great venue. The suppliers generally offer really attractive deals, and the show gives us valuable time to look at all the catalogue lines for the Toymaster Christmas catalogue. Even if you are not a Toymaster member, we would definitely recommend attending, as it is such a hands-on buying show. There are often final versions of products on show that were not available at Toy Fair in January. It is also the best location to network with other retailers, share ideas, and build up great friendships. Also, we are not on the Harrogate Tourist Board, but it really is a wonderful place to visit, and provides a fantastic location to enjoy in between all the business. Our only bit of feedback for the organisers is that, as we get older, we struggle to stay up until so late, so we would suggest that the bacon and egg rolls at the evening do get bought forward by an hour, please. You know us, always thinking about food! Hopefully see many of you there.

Toy World 31

Retail Profile

The Entertainer

Play for today The Entertainer has unveiled its newly-revamped London flagship store, which has undergone a £700,000 transformation. Toy World was given an exclusive sneak peek, as John Baulch reports.

T

he Entertainer’s Westfield store opened over nine years ago, when the Westfield Centre itself first appeared.

The branch was closed for 12 weeks at the start of this year to undergo a radical transformation, re-opening at the end of March, when John Lewis also unveiled its reworked flagship Westfield store.

The newly-revamped outlet encompasses all the changes that The Entertainer has made to its store estate over the past nine years – and a whole lot more. Amongst other things, it is the first Entertainer store to feature interactive and augmented reality displays, as well as other elements that boost in-store theatre and customer engagement. It’s certainly not an example of style over content, a trait some flagship stores and departments have arguably been guilty of in the past.

According to Gary Grant, the thinking behind the new design is straightforward: “The whole experience is about putting the child first – what do kids want out of a toy shop? On our opening

weekend, a customer said to me, “It’s just like a playground” – I was delighted, because that is exactly what we were aiming for.” Gary had personally spent a whole day working in-store to road test the new format, making a few last-minute tweaks before the official opening to the public a few days later.

Prior to the redesign, The Entertainer embarked on a series of consumer studies, with parents’ feedback integrated into the new format: “We listened to our customers,” said Gary, “The stock was too high in places, the navigation could have been clearer, the centre gondolas were too tall parents want a safe environment, and to be able to see their children easily - and we’ve also widened the walkways by utilising narrower racking, in order to ease buggy congestion.”

While the size of the store hasn’t changed – it still occupies 4,500 square feet – the whole look and feel represents a significant upgrade on its predecessor.

The fresh design starts at the entrance; the new doors are 30% wider, making the store inviting and – on a practical level - buggy-friendly. Another

Toy World 32

prominent new feature is the use of a series of interactive, animated screens in the shop windows, which are synced from head office. The Entertainer will be working with suppliers and licensors on dedicated content and takeovers, so the screens reflect the very latest in-store ranges and launches.

The new features continue as soon as you step inside the store; a selection of interactive games is projected onto an area of floor space, so kids can start playing straight away. Again, The Entertainer is planning to work with toy suppliers and licensors to create bespoke, branded games for this space.

Contrary to the lazy stereotype perpetuated by some within the toy community, the current ‘hot’ brands are all present and correct, positioned towards the front of the store; LOL Surprise, Fingerlings, Lego, Bush Baby World, Shopkins, VTech and Leapfrog all have prominent shelf space.

Craze lines - an area in which The Entertainer has always excelled - such as squishies, slime and putty also occupy prime slots in the front section, near the tills. Throughout the store, product categories are clearly signed and well merchandised.

The Entertainer

The till points, which are all wheelchair compliant, retain The Entertainer’s trademark steps, which allow kids to pay for items on the same level as the shop staff. The polaroid graphics behind the tills communicate the idea of capturing memories, the perfect message for a toy shop.

As you walk further into the store, you encounter more new features; a display area where sales assistants can actively demonstrate product (slime sales were hugely boosted by demos over the opening weekend); a ‘do not press’ button which emits ten different farting noises which Gary’s three year-old grandchild apparently thought was hilarious; an augmented reality Magic Mirror, which takes photos of customers in a choice of digital outfits and emails the result through to the child’s parent or guardian and, finally, the Launch Pad – an area featuring tablets with games and apps to keep the kids occupied while the parents look for an item or finish their shopping.

Of course, I saw the store in a pristine state; an army of 25 expert merchandisers had been brought in to get the store ready ahead of its opening. All

Retail Profile

the stock was clean and fresh; there were no tails of ranges. Keeping the branch merchandised to this standard on an ongoing basis will be a challenge, but otherwise, the product mix is essentially the same as you would expect to find in Entertainer stores across the country.

The Entertainer store estate currently stands at 146 outlets, with another 15 new stores in the pipeline this year. Gary told me: “There are huge swathes of the country that don’t currently have a branch of The Entertainer, so there is still plenty of scope to grow our footprint here in the UK.” The Westfield store is clearly a one-off project, particularly in terms of the scale of the investment.

However, some of the new initiatives that have been introduced into the store are transferable, according to Gary: “We re-invest £5m a year in our stores, to make the environment exciting for our customers. We will be looking at some of the elements we’ve introduced here in Westfield and assessing how we can scale them, so they work in other stores across our portfolio.”

Toy World 33

Feature

Dolls & Girls' Collectibles

Best friends forever

Following the standout success of the girls’ collectibles market in 2017, which saw MGA Entertainment’s L.O.L Surprise! range bag the Toy of the Year award and WowWee’s Fingerlings become one of the biggest Christmas must-have toys, the strength of the sector continues to increase. This year sees the introduction of dolls and collectibles spanning a vast range of sizes, price points and play patterns – from re-launched favourites and traditional brands, to the latest interactive options. Toy World finds out what will be driving the category in 2018.

Lottie Dolls, Arklu

T

he star of this month’s front cover, Mattel is relaunching the 90s success Polly Pocket. Reappearing on retailer’s shelves in her original 1” micro-doll scale, the company’s new range of compacts and play sets has been refreshed and invigorated for today’s children, as Katherine Daniels, marketing manager of Toy Box at Mattel, tells Toy World.

“Polly Pocket was the first ever micro-doll which went on to sell over 10m compacts,” she says. “Kids loved that the compacts offered so many different miniature worlds; that they were portable, full of intricate detail, unexpected secrets and surprises.

We saw the play set doll category grow by +15% (global NPD report 2017), so it’s the perfect time to reimagine Polly for today’s generation. The new Polly Pocket nods to the brands’ heritage, but

is updated for today’s kids with a new logo and refreshed look along with an all-new brand ethos Tiny is Mighty.”

The re-launch will be supported by an animated series and content on YouTube, with TV specials throughout the year. The product range includes compacts complete with two accessories, a micro figure and one hidden accessory. “Larger play set items like the Polly Pocket Hidden in Plain Sight Assortment allow kids to enjoy different Polly worlds,” adds Katherine. “Also new for 2018 is Polly Stick, a technology that allows Polly Pocket and friends to stick and stay in place anywhere on Polly play sets. The play sets feature built-in Polly Stick surfaces or additional Polly Stick stickers that are reusable, and allow Polly and friends to stick anywhere over and over again.”

Another classic brand, Sylvanian Families has

Toy World 34

recently seen the introduction of the new Sylvanian Town range, the largest launch in its 32 year history. The range offers fans of the fuzzy-flocked collectibles an entirely new destination for their characters, complete with ice cream parlours, a fashion boutique and a ride-on tram for getting about.

“The new Sylvanian Town range has been received extremely well,” enthuses Neil Bandtock, managing director, Epoch making toys. “It has increased our total Sylvanian sales by over 20% YTD, and we are thrilled that so many of our retail customers and consumers have come on board to celebrate this important new launch from day one.”

When asked for his thoughts on the brand’s enduring longevity, Neil points to the core concepts of family, nature and love. “Sylvanian Families has a wholesome appeal and offers unlimited

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Dolls & Girls' Collectibles

imaginative play,” he offers. “We also pride ourselves on the quality of our product - we have many second-generation parents passing on the sets they used to play with to their children, to enjoy alongside their new sets.”

Sylvanian Town, Epoch making toys Collectibles fans can also look forward to the autumn/winter launch of Epoch’s new Sylvanian Nursery Range. An extension of the company’s best-selling Baby and Child theme, the slightly lower price point of the range aims to make the world of Sylvanian Families accessible to a broader audience. Marketing and PR campaigns will support the new products later this year. It’s an interesting move from Epoch; Sylvanian Families figures generally sit outside the true pocket money bracket, so the Sylvanian Nursery Range will offer fans and collectors a more affordable option, and retailers a line that could sit more comfortably within the impulse purchase section of their stores.

Of course, collectibles need not be priced at pocket money levels, as evidenced by highly collectible ranges such as Breyer’s Traditional 1:9 scale horse models, which tend to retail at over £20, and often over £30.

IMC Toys, the No. 2 manufacturer within the special feature nurturing category (FY 2017 NPD), launched two new products in 2017: best-selling bath time dolls Bloopies and the interactive nurturing doll Baby Wow Emma. This year, the company is introducing Baby Wow Megan to the

Baby Wow portfolio, expanding its Cry Babies collection with three new characters and launching a new collection of interactive dolls, Baby Wee. To complement its range of nurturing dolls, IMC is also preparing its biggest launch to date: the collectible range Cry Babies Magic Tears. Entering into the competitive and busy collectibles marketplace, the company plans to work hand in hand with retailers to ensure POS, product offering and marketing will maximise on sales.

“The Cry Babies Magic Tears concept is completely unique within the collectibles and dolls category,” comments Fredrik Wolff, managing director UK, IMC Toys.

“IMC is bringing the characters to life in newly created animated webisodes which will be launching this summer.

In the world of Cry Babies Magic Tears, kids will be introduced to the different cry baby personalities. Narrative will focus on friendship and teamwork with each episode focusing on a different Magic Tear baby and a new story. IMC is putting its biggest ever media and digital investment behind the launch, with a 360° marketing strategy, including TV and digital media, supporting both the webisodes content and the products.”

This year sees plenty on offer for doll lovers. With the impending royal wedding of Harry and Meghan generating much excitement among the British public – and indeed, the world at large - Arklu is revisiting its own royal roots with the introduction of the Royal Flower Girl doll. The company, whose sales increased by 30% in 2017, was born from the production of a royal doll created to celebrate the marriage of HRH Prince William and Catherine, the Duchess of Cambridge.

“Looking at Prince William’s family tree, we guessed that the couple’s first child would be called Charlotte and that was the inspiration behind the Lottie Dolls name”, explains Ian Harkin, Arklu MD. “With the launch of our Royal Flower Girl Doll, just in time for the royal wedding in May, we have

Performance by category

Performance by property

Toy World 36

decided to stick within the brand but still celebrate the event.”

Based on real children, the company’s range of relatable dolls conveys a message of inclusivity for kids, offering a variety of play themes from the stereotypically feminine – fairies and princesses – to more gender neutral themes such as fossil hunting or canoeing. “Last year we decided that all of our dolls going forward would be inspired by ideas sent to us by real kids,” explains Ian. “We then turn those ideas into products. We are endlessly amazed by the incredibly diverse and adventurous themes that children share with us. We don’t classify something as masculine or feminine; we let kids choose. For example, the clothes sold with our male dolls fit our female dolls and vice versa.”

“Unlike most other dolls on the market, Lottie is based on a child,” he continues. “When you compare that to many other brands, which are based on adults aged 18 to 35, there’s quite a difference in play patterns, outfits, themes and body shapes. We did a lot of research before we started out on the impact that all of those things had on the development of children. Basing our dolls on a child’s body manages to address all of the key findings from this research in one simple move.”

“Lottie is a relatable doll - you won’t find Lottie and her friends driving a car (at the end of the day, most kids don’t!), but you will find her playing outdoors, learning about STEAM, climbing trees, playing sport, camping, doing ballet; the activities that kids of that age actually do.”

Ian also told Toy World that further plans are in the pipeline for dolls with disabilities, following the success of Mia the Wildlife Photographer. A collaboration with Toy Like Me, a UK non-profit which campaigns for diversity in the toy-box and for better representation of disabilities, Mia wears a cochlear implant. “It’s been really cool to see Mia the Wildlife Photographer perform extremely well,” Ian notes. “We were actually sold out for a while but we’re now back in stock. Inclusion around gender, ability and ethnicity is extremely important to us.

We don’t really shout out on the packaging that Mia has a cochlear implant. We want kids to buy the doll and find out about the cochlear implant afterwards.

We want to normalise inclusion.”

Other sectors of the doll market are likewise benefitting from inclusive new options for children from a variety of backgrounds. Offering dolls and other products designed to enhance and support Islamic learning, The Desi Doll Company has plans to expand within the UK this year. Included in its product range are two plush dolls - Aamina and Yousuf – which recite verses from the Quran in Arabic and then translate them into English, as well as sing songs. Farzana Rahman, founder and director of the company, explains more. “The UK alone has almost 3m Muslims, and many brands and sectors are already appreciating the value of the Muslim pound,” she says. “The marketplace is slowly responding to Muslims’ needs, with increasing outreach from supermarkets during the Ramadan period and other times of the year, but these are baby steps towards winning over a consumer segment that is crying out to be served.”

Over the next few pages, Toy World takes a look at the latest dolls and girls’ collectibles on offer from the leading manufacturers within this sector.

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Dolls & Girls' Collectibles

Mattel 01628 500 000 | www.mattel.com Polly Pocket is back this summer, as Mattel relaunches the retro icon for a new generation. With new product, new content and a new ethos - ‘Tiny is Mighty!’ – the company hopes that Polly Pocket will inspire kids to be adventurous, courageous and tenacious, just like Polly herself.

The new range sees Polly return to her popular miniature scale, and two different sized compact playset worlds are available - the Polly Pocket Tiny Pocket World and the Polly Pocket Big Pocket World.

Each compact has a different theme, secret reveals, accessories and a micro figure to discover. Polly’s universe is expanded further with playsets and accessories including a vehicle, bedroom playset and more.

The launch will be supported with a strategic marketing campaign including retail activations, digital, kid and parent-targeted social media, online content, TV advertising and PR. The Barbie autumn/winter range includes new pilots, scientists and more in the Barbie Core Career Doll Assortment. Ethnic and body diversity in Career dolls, and an all-new Barbie Fashionistas Doll Assortment, allow kids to play out a wide range of adventures. They can customise dolls with all new Licensed Fashion Accessories, and create new stories with the supersized Barbie DreamHouse and vehicles including the Barbie Medical Vehicle and Barbie Camper.

Young foodies will enjoy the Barbie Ultimate Kitchen and Barbie Bakery Chef Doll and Playset. Barbie Dreamtopia, the world dreamt up by Barbie’s sister Chelsea, introduces the Barbie Dreamtopia Flying Wings Fairy Doll and a Barbie Dreamtopia Castle. Kids can meet more of Barbie’s family in new Barbie DreamHouse Adventures content, airing on Pop this autumn. The Barbie Club Chelsea Assortment offers miniature variety, while kids can explore Chelsea’s world with the Barbie Club Chelsea Doll and Choo-Choo Train, and meet Skipper and friends with Barbie Skipper Babysitter’s Inc. Mattel taps into the toilet-trend with a new collectibles brand, Pooparoos. These potty-playsets hide a pastel Pooparoos Surpriseroos animal figure inside the basin.

The tank conceals three paper packs; when mixed with water the paper dissolves to reveal the pet's food. Kids can then feed their Pooparoos figure, sit it on the potty and squeeze until it poops its food in the toilet. Food surprises include cupcakes, hotdogs, macaroons, doughnuts and colourful piles of poo, which can be used again and again.

The animal-themed Enchantimals dolls celebrate caring and compassion towards all living things and the special relationship between girls and their animal besties. Autumn/winter sees new characters added to the Enchantimals Doll Assortment and a new playset - the Enchantimals Cozy Deer House. Kids can learn all about the new characters on the Enchantimals Popjam channel.

Mattel’s doll portfolio is rounded out by licensed properties such as DC Super Hero Girls - the first ever superhero action figures designed with female empowerment in mind - and the iconic female stars of WWE, who have been reimagined in plastic in the WWE Superstars range.

IMC Toys 01904 720 908 | www.imctoys.com IMC is introducing new products to its extensive doll portfolio this year. New for 2018 is Baby Wee, a range of interactive babies which really wee, and Cry Babies Magic Tears, a new collectible range inspired by the best-selling interactive doll range.

Baby Wow dolls learn and develop in stages, and 2018’s new sibling Megan is no exception. With a little help, Megan learns in three different growing stages – learning to stand, taking her first steps and walking by herself. Kids can help her to walk by holding her hand until she can do it on her own. Megan responds to 15 voice commands; she sits, gets up, crouches, falls, walks and dances, and when kids shake her rattle she will get up to play with it. Megan also answers questions and says over 100 phrases. Megan is available for autumn/winter. Also included in the range are Baby Wow Crawl and Play Charlie and Baby Wow Chatty Emma.

Cry Babies saw success in 2017, with a leading position in the UK feature doll category. Launched last month, the new wave of Cry Babies - Dotty, Nala and Lady - further expands the brand and range offering.

IMC Toys is also launching a new collectible range, Cry Babies Magic Tears. These mini babies come with six accessories: a bottle, bib, bow, lollipop, dummy and chair. There are twelve dolls to collect this autumn/winter, with additional waves planned for spring/summer 2019. There will also be two surprise mystery gold accessories to collect within special packs. The launch will be complemented with an interactive playset, Katie’s House, in autumn/winter, and further new product is already in the pipeline.

The new launch will be supported with dedicated webisodes designed to introduce consumers to the world of Cry Babies Magic Tears. Narrative will focus on friendship and teamwork with each episode focusing on a different Magic Tear baby and a new story. IMC is putting its biggest ever media and digital investment behind the launch, with a 360° marketing strategy including TV and digital media.

Bloopies launched in 2017, quickly becoming a best-selling bath toy. Bloopies squirt water out of their mouth and snorkel when their tummy is pressed, and if it’s a bubble bath they will blow bubbles too. There are six different characters to collect, each with their own swimsuit, diving fins and snorkel.

There is also a new addition to Bloopies for autumn/winter, with the launch of the Bloopies Deluxe Swimming Mimi Doll. When placed in the water she moves her arms to swim. Mimi also squirts water out of her mouth and snorkel, and comes with a rubber ring, snorkel and swim fins.

A new brand for 2018, Baby Wee Max, Nick and Alex really wee and giggle. Kids can give them water with the bottle and be told when they need to wee. All Baby Wee dolls come with a colourful top, nappy and a bottle, and will be available from autumn/winter.

Toy World 38

Jo in

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Dolls & Girls' Collectibles

Golden Bear 01952 608308 | www.goldenbeartoys.com Building on the strength of its success as the top new plush property (NPD Full Year 2017), Golden Bear’s Bush Baby World collection, which launched in autumn/winter 2017, will be expanding further this year.

The introduction of the Blossom Meadow Bush Babies for spring/ summer brings new patterns, sparkly detailing and softer-than-ever fabrics into the collection. There are six Blossom Bush Baby characters to collect, along with two Scented Blossom characters – Lili and Rosi. They have a blossom scent and come with a flower shaped brush for their long hair and tails.

Easter saw the arrival of a new royal in Bush Baby World - Princess Blossom. This character comes with a glittery flower pod, brush and flower wand, and has long hair, a flower crown and a glittery tummy.

The hero line for autumn/winter is the Shimmer Palace. Home to Princess Melina, this play set will measure over 70cms in height and plays three Bush Baby World songs. With a multitude of features including a lightshow, royal throne, dancefloor, secret storage compartments and an exclusive Bush Baby, plus a palace cat with her very own pod basket, it’s the ideal place for kids to hold a royal party.

Bush Baby World was the No. 3 Traditional Plush property in 2017, with three Bush Baby World items making it into the top 10 Traditional Plush items in December 2017.

Schleich 01279 870 000 | www.schleich-s.com/en Schleich’s Horse Club and bayala collections see growth for 2018 with new additions further expanding the lines. New breeds and playsets join the Horse Club line-up this year; one of the most celebrated collector’s themes within the Schleich portfolio. Featuring the same hand painted detail that the company is renowned for, breeds such as the new Quarter Horse, English Thoroughbred and the Holsteiner are being added to the range.

Complementing the Horse Club range is the Caravan For Secret Club Meetings, featuring a living room, balcony, removable roof and a number of accessories. Also available is the new Large Horse Stable with House & Stable, which features six rooms and a balcony to explore, plus stables, human and animal figurines.

Schleich’s magical bayala world welcomes new figurines and play sets to collect. Fantasy fans can explore the fairy-tale world and engage in imaginative play with the new sparkling flower house with unicorns, a lake and stables. The mermaid city of Meamare and the elf kingdom of Soleyas have also expanded with the addition of new creatures, mermaids and elf figurines.

Each of Schleich’s ranges is boosted by a range of play sets, to help make the experience complete.

Character Options 01616 339 800 | www.character-online.com From the world of Little Live comes the new Bizzy Bubs dolls, which bring youth electronics to the dolls aisle in a fresh way, whilst still offering the traditional nurturing play pattern. Walking Polly Petals and Crawling Poppy and Primmy have not quite found their feet yet, while Bouncing Gracie comes in a crib.

In addition to Bizzy Bubs, the Little Live brand has more for kids to discover this autumn, such as the on-trend Dancing Unicorn.

Featuring a light-up horn, the unicorn can dance, nuzzle and makes unicorn sounds, like the rest of the interactive Little Live Pets range.

For young fashionistas is the new Minnie Mouse range of figurines, which come complete with dual use accessories and furniture. The Makeup Chest set opens up to reveal real makeup, and the top of the chest unclips to become a take-along beauty compact. Every set in the range features dual-scale styling accessories and with four lines, at a variety of price points, the range offers a new take on the popular Disney franchise.

Slow rise foam products are predicted to see big sales this year, and Character has two girls’ squishy collectible brands on offer. Cake Pop Cuties come in blind capsules designed in the style of a cake pop, and hidden inside each capsule is a memory foam Cutie character to collect. Also available are Soft‘n Slo Squishies, which come in a variety of themes and sizes and have generated impressive initial sales figures so far.

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Dolls & Girls' Collectibles

Simba Smoby 01274 765 030 | www.simba-dickie-group.de/en Masha and The Bear made its free to air debut in December 2017 with season one airing on Tiny Pop, becoming an instant hit for the channel, and in January 2018 Masha was the No. 1 show on Tiny Pop, pulling in over 500k viewers.

Season two of Masha and The Bear will premiere on Tiny Pop in June.

On Cartoonito, Masha continues to grow in popularity and is among the channel’s top 10 shows. Part one of season three premiered on Cartoonito in January with the second half of season three launching in October.

Master toy partner Simba Smoby will capitalise on the success of Masha’s free-to-air broadcast and season three with a product range comprised of new mini dolls, feature dolls, plush, and all new play sets.

Simba’s hero line for autumn/winter 2018 is the lights and sounds Big Bear House playset. With two floors of play and plenty of interactive features, plus articulated figures of Masha and The Bear, the Big Bear House should prove popular with all Masha fans. The Big Bear House will be TV promoted in autumn/winter 2018.

Also available will be a wide range of collectible mini dolls.

Each doll will come with a different outfit or theme such as cooking, school, and magic.

Plush and doll twin packs, which include a plush bear and Masha dolls, are on offer too. Small packs include a 25cm plush bear and 12cm Masha doll, while the large pack includes a 43cm plush bear and 23cm Masha doll.

The Simba style guide has also been refreshed with a vibrant new look designed to help Masha products stand out on the toy shelf. The range will be supported with a 360 marketing plan comprising of TV, VOD, influencers and in-store.

Posh Paws 01268 567317 | www.poshpawsinternational.co.uk Posh Paws International introduced the new Disney Collection to the girls’ collectible market earlier this year. These glittery plush toys feature favourites from both Disney’s back catalogue and most recent films. Released in squads of six, each character features super large eyes to attract attention.

Rolled out to stores in waves, the Disney collection will have fans anticipating each new squad’s release. Squad A’s characters launched in January and included Cinderella, Marie from the Aristocats, Minnie Mouse, Dumbo, Winnie the Pooh and Tigger. Squad B will feature Bambi, Snow White, Mickey Mouse, Simba from The Lion King, Patch from 101 Dalmatians and Eeyore.

The fresh new look and feel offers fans a range of plush priced as collectibles, allowing them to build their own #DisneySquad. POS stands are also available, ideal for displaying new characters as they are continually released throughout 2018.

The Desi Doll Company 07769 694 655 | www.desidollcompany.com This year The Desi Doll Company is celebrating its 10th anniversary. The UK-based company supplies Islamic toys and games to over 20 countries worldwide, making it the world’s leading Islamic toy supplier. Founder and director Farzana Rahman started designing toys from her North London home when she failed to find any that would support her own children’s Islamic education. Farzana left her career at leading investment bank Goldman Sachs and started The Desi Doll Company.

Talking Aamina and Talking Yousuf, the first toys designed by Farzana, are cuddly plush dolls that teach children about the Islamic faith, reciting phrases in Arabic and English and singing entertaining songs. Kids can simply press the dolls’ hands and feet to hear music, words and phrases from the Quran.

Building on the success of the original Talking Aamina and Talking Yousuf dolls, the Desi Doll range has expanded to include over 20 educational and engaging products, from wooden Arabic alphabet puzzles and books, to Arabic letters Fun Dough and Salah pads, all carefully designed by Farzana.

At the moment, the Desi Doll Company is gearing up for its busiest time of the year, Ramadan and Eid, which this year falls between May 18th and June 15th. At this time, Muslim parents are looking for special toys to give their children. Last year the company sold out of its Light & Sound Plush Star pillow before product had even landed on the shores of the UK, leaving many parents disappointed, but the company hopes to replicate this previous success with its Light & Sound Plush Moon pillow, launching this month.

With almost 3m Muslims in the UK alone, the marketplace is starting to respond to their needs, with increasing outreach from supermarkets during the Ramadan period. The Desi Doll Company is looking to increase its presence on the high street, and wants to see its toys in all major UK toy stores and supermarkets by the end of 2019.

Distributors are actively sought in the UK and globally – please contact the company for more information.

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Dolls & Girls' Collectibles

Bandai 020 8324 6160 | www.bandai.co.uk After the successful launch of Series 1 in December, fans are looking forward to Series 2 of Bandai’s Smooshy Mushy collection. The new selection of the scented and squishy collectibles will be taking on the Do-dat Donuts theme. Added to this is the introduction of the Smooshy Mushy YOLO Froyo, which features a colour-change element.

Late summer will see Series 3 take the Smooshies and their Bestie friends to the Creamery, where new characters with ice-cream cone packaging are ready to be discovered. After the Creamery, Series 4, the Bakery collection, will be unveiled. With each series the inclusion of play sets will add to the play and display element of this key girl’s brand.

Launching in summer, Pomsies are collectible Pom-Pom pets with soft fur faces and tails that can wrap around wrists, hair, backpacks, clothing and more. Pomsies are highly interactive and will tell their owner when they are happy, sleepy, or hungry by the way they react, the sounds they make, or the colour of their eyes.

Learning Resources 01553 819 386 | www.learningresources.co.uk New from Learning Resources this year is the collectible range Playfoam Pals. An extension of the Playfoam range, Playfoam Pals features 12 collectible pods that open up to reveal an animal character encased in Playfoam.

The squishy, sculpting material is child friendly, won’t dry out and doesn’t stick to clothing or carpets, making it ideal for indoor creative play. Children can open the Playfoam Pals pods to reveal their surprise collectible, and the heads and bodies can be mixed and matched for endless character combinations.

Vivid Imaginations 01483 449 944 | www.vividtoysandgames.co.uk Vivid’s new Transforming Princess Knight Nella Doll transforms from Princess to Knight at the press of a button. Kids can hear her talk and sing by pressing her tiara, then transform her back to a glamorous princess by simply twisting Nella’s belt. They can also style her hair using the brush included.

Arriving later in the year, BFFs encapsulate all the elements of a girls’ collectible concept, incorporating mini pets, blind bag storage designs and individual character personalities within each wave. With their own personalities, interests and attitude, there are 60 BFFs to collect. The six core BFFs lead a collection of colourful collectible characters including Furry, Jelly, Fluffy Tails and Metallics, all looking for a Bestie and their forever home. Each BFF collectible pet comes with its own travel bag, which doubles as a fashion accessory. Available from summer, the BFF range includes Mystery Packs, Three BFFs Squad Packs; Six BFFs Deluxe Packs and the Bestie Doll Pack.

Vivid also introduces Squeezamals collectible plush. Covered in soft furry fabric, each Squeezamal is looking for a new home. With a slow rise foam interior, Squeezamals can be squashed, squeezed and cuddled but will always return to their original shape. With 16 collectible Squeezamals each measuring around 3.5”, and 16 mini clip-on versions to collect, there is a choice for every animal lover. Launching later in 2018, there will also be four larger 8” Squeezamals available.

DKL Marketing 01604 678 780 | www.dkl.co.uk DKL offers a large range of girls’ collectibles including Breyer model horses, each handcrafted to an exact ratio. Classics are designed to appeal to junior collectors with a variety of breeds complemented by accessories and action figures.

Breyer traditional collectibles offer a high level of realism and attention to detail, as each model is meticulously hand-crafted. Paired with a wide collection of barns, accessories and riders, the traditional collection, scaled at 1:9, brings the world of horses to life. New to the range this year is the Shire, a breed hailing from the UK and the epitome of the term ‘gentle giant’, along with Zena, a homage to the mystical unicorn.

Breyer also has a range of lower priced girls’ collectibles. The Pocket Box range, which already contains existing Dogs, Animals and Aquarium sets, each with two animals/fish and two stickers, introduces Pocket Box Cats to the collection, with the new cat themed range featuring two cats and one sticker. With 24 assorted pieces in each themed collection, every set comes with the animals neatly housed in their own mini home.

Offering something for every interest in this collectible range, packs are displayed in a themed box and make an ideal countertop display.

Stablemates accessories also include a low-cost range of eight different collectible breeds in the form of Mystery Horse Surprise.

Each blind bag contains a model of a different breed of horse in a range of poses.

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Dolls & Girls' Collectibles

MGA Entertainment 0845 0533 333 | www.mgae.com This autumn, the UK’s No. 1 nurturing doll brand, Baby Annabell, will celebrate its 20th anniversary with integrated marketing and PR campaigns.

The Baby Annabell doll range will welcome the Baby Annabell My Special Day anniversary doll and Baby Annabell Milly Feels Better, with proven nursing play pattern. For younger children, the My First Baby Annabell Baby Fun joins the range. New accessories include a Baby Annabell Sweet Dreams Rocker, Baby Annabell Baby Walker, and Baby Annabell Bathroom.

Baby Born – the No. 2 nurturing doll brand in the UK – will introduce new Baby Born Soft Touch dolls with soft bodies and improved arm mobility for fashion play this autumn, alongside the Baby Born Little Sister Mermaid doll. New accessories will include the Baby Born City RC Scooter, and a refresh to the Baby Born Bathtub.

Baby Secrets features a colour change surprise that reveals the baby’s gender. With 50 characters to collect in the Babies Single Packs, the range also includes various Activity Packs for added play value. This autumn will see new innovation as Zapf Creation introduce Baby Secrets Babies Series 2, Pets and Merbabies.

The latest arrival from MGA Entertainment, Moj Moj combines the squishy trend with pocket money purchases and playground craze patterns. Moj Moj can be collected in different themes including Adventure Seekers, Couch Potatoes, Day Dreamers, Happy Campers, Party Animals and Sun Bathers.

The Num Noms range welcomes new Snackable Dippers innovation, with Dippers that include a new design dipping pot with ‘magic colour water change’ and a different shape and feel to the characters. The Num Noms Lights segment is now also available as a plush Surprise in Jar. Each scented plush is based on the core characters and sweet themes.

L.O.L Surprise! is now on its third series of dolls, Lil Sisters and Pets, and has recently introduced the new limited-edition Pearl Surprise. The latest core product, Series 3 Confetti Pop, saw MGA Entertainment step it up from seven to nine layers of surprise and introduce a new range of dolls to collect, while newly introduced Punk Boi is the first boy character to collect. Heavyweight influencer-led PR, TV and marketing campaigns will support these launches.

Trends UK 01295 768 078 | www.trendsuk.co.uk Trends UK and Wind Designs are introducing the new Sweet Pups plush range in May. Already popular with bloggers and social media influencers following a sneak preview campaign, Sweet Pups is a range of soft, scented plush puppies hidden inside realistic looking pastries. Kids can transform the toy from pastry to puppy, and back again, simply by turning them inside out. There are 12 breeds to collect in series one of Sweet Pups, and the range will launch with the support of marketing, PR and social media campaigns.

WowWee 0203 598 5119 | www.jazwares.com

Casdon 01253 608 428 | www.casdon.com

Building on the success of the Fingerlings brand, Jazwares (on behalf of WowWee) is launching the next wave of products. A new line of Fingerlings creatures including unicorns and two-tone monkeys will be available for spring, and from summer onwards the range will be expanded with play sets and the addition of even more new Fingerlings.

Jazwares is also launching new Fingerlings Minis, a range of hanging collectibles. Available from summer, each Fingerlings Minis blind bag comes with a surprise miniature Monkey, Unicorn or Sloth, a bracelet and a tail charm. The series includes popular, rare, legendary and ultra-rare figures. Kids can collect them, trade them, wear them on their wrists or top their pencils with them.

Jazwares and WowWee will continue to support the Fingerlings brand with TV and marketing campaigns, in-store demonstrations, social media and PR.

Casdon offers a range of dolls accessories in its Baby Huggles portfolio, suitable for all dolls up to 46cm.

This year has seen a refresh to the design, bringing a contemporary feel to the collection. The new colour scheme has been applied to items such as the car booster seat, which features a threepoint harness and can be fixed inside a car. When it’s time to change their doll, kids can use the Baby Changing Mat Set, which includes re-usable nappy, comb, dolly wipes container and more.

A year-round social media strategy is in place, including reviews of the new Baby Huggles range with the UK’s top parenting influencers.

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Spin Master 01628 535 000 | www.spinmastertoys.co.uk With two major industry awards under its belt already this year for Hatchimals Colleggtibles and Luvabella, Spin Master continues to expand its girls’ and dolls offering. Following on from the positive momentum surrounding Season 2, the new Season 3 Hatchimals Colleggtibles introduces the theme Hatch Friends Forever.

Launching this month, each new Hatchimals Colleggtibles has a best friend, squad or twin. Kids can hatch a pair of best friends and put them in poses like piggybacks, Hatch-fives and more. When collectors find a squad they can keep their Colleggtibles close together, and if they hatch a set of twins they’ll find two Colleggtibles in one egg. With over 100 new characters in Hatchtopia, there are plenty more collectible friends for kids to discover.

To extend the entertainment value beyond the reveal, content and episodes are available on YouTube for Hatchimals Colleggtibles. Fans can hang with Team Hatch and further explore Hatchtopia while learning more about the common, rare and ultra-rare characters within Colleggtibles Season 3.

Spin Master is also introducing Twisty Petz, a new line of collectible toys. Coming soon, these collectibles transform from animals into multipurpose accessories and back again with a simple twist, offering a fashion statement kids can take anywhere they go.

There are over 90 Twisty Petz to collect in total, including smaller babies in the Four Pack and Limited Edition Fuzzy in the Three Pack. Fans can wear them as a bracelet or a necklace, or put them on their backpack as an accessory. Twisty Petz will be available in single pack, three pack and the Babies Four Pack.

Spin Master’s Luvabella was awarded Doll of The Year at the Toy Industry Awards 2018. Luvabella shows affection with expressions and a variety of different modes. From Luvabella’s first word to her giggles, children can discover a range of nurturing and role play moments.

All new launches will be supported by advertising and PR programmes, including direct to consumer sampling and influencer marketing initiatives.

Looking forward to record breaking sales this Ramadan Season 15th May to 15th June, 2018.

Don’t miss out!

Dolls & Girls' Collectibles

Hasbro 0208 569 1234 | www.hasbro.co.uk This month, Hasbro is introducing a new range of collectibles to the My Little Pony brand, with the arrival of the Cutie Mark Crew. Combining the worlds of My Little Pony: The Movie and the Equestria Girls of Canterlot High, the Cutie Mark Crew assortment has a School Days theme. The Cafeteria Cuties are accompanied by a cafeteria snack-themed accessory, and to add to the surprise element, every blind pack comes with a stackable case. Each character also has its own collector card which helps to tell their story. There are 24 1.5” characters to collect in the range.

Dolls & Girls' Collectibles

HTI 01253 778 888 | www.htigroup.co.uk As a leading manufacturer in the dolls’ prams and pushchairs market, HTI’s portfolio includes a number of licences across nursery, nurturing and pre-school brands including Mamas and Papas, Chicco, Baby Annabell, Baby Born and Peppa Pig. The company’s innovation, design and quality ensures its dolls’ prams provide kids with the ultimate large doll accessory – their very own set of wheels.

HTI’s prams and pushchair category has gone from strength to strength as it retain its position as a market leader. This year is the company’s biggest year yet, and high levels of investment will be going into the tooling and improved specification of each individual pram and pushchair throughout all ranges.

HTI’s nursery branded ranges - Mamas and Papas, as well as Chicco - now offer true-to-life replicas with bespoke tooling boasting all the features and functions of the real life products.

Baby Annabell and Baby Born sit within the nurturing category, remaining internationally competitive with the movement towards contemporary design.

Photography and product artwork is brand sensitive to accurately portray the individual brand identity, whilst the category can also expect to see further marketing investment.

Interplay 01628 488 944 | www.interplayuk.com Mermaids continue to be a popular trend and play pattern. For spring, Interplay has introduced Mermaid Charm Shells to the successful My Mermaid Lagoon product range. Already popular, with positive reviews across social media, the Mermaid Charm Shells are the home of a pretty mermaid. Pocket-size, each shell comes with beads, a sea creature metal charm and a key, to create a bracelet. Kids can keep the mermaid and special treasures safe by locking the oyster shell with the key on the bracelet.

There are three Mermaid Charm Shells to collect, each home to a different mermaid and sea creature charm.

Mermaid Charm Shells are supported with TV campaigns for spring, plus PR and social media activity intended to build awareness and grow the fan base for the new range.

Flair 020 8643 0320 | www.flairplc.co.uk Pikmi Pops are scented mini plushies packaged inside lollipop vessels. April sees the launch of Pikmi Pops PushMi Ups which feature an explosive confetti surprise.

Season 2 launches just before Toymaster, while Season 3 will be launching in summer with new scents and surprises.

Season 9 of Shopkins has the wildest theme yet, and in autumn the brand will transform itself once again with a new theme for Series 10 that will allow kids to create their own mini Shopkins Supermarkets, with packs as collectible as the figures inside them.

More character vehicles are being introduced for Cutie Cars, including colour change cars and an interactive Wash N Go playset. Autumn will also see a new collection called Shopkins Lil’ Secrets. Kids have to crack the code on the Lil’ Secrets map to unlock a world containing the smallest Shoppies and Shopkins yet.

Another new addition to the girls’ portfolio is the collectible Kekilou range.

Inspired by fashion, Kekilou collectible mini bags transform into mini dolls with a secret make up compartment hidden inside. The K Cutie Mini Bags are the entry point to the range with a doll and makeup hidden inside, while the K-Vanity Mini Playsets contain a vanity case, makeup, mirror and mini bag.

New this spring, Glimmies Aquaria has taken the star fairies and added a touch of underwater magic, while in autumn the Glimmies are moving to a new icy world with the launch of Glimmies Polaris. This polar theme will come with a new play pattern; girls have to blow on their Glimmies to activate the light-up feature.

Tomy 01271 336 155 | www.tomy.com Molang from Millimages is airing across Cartoonito, Boomerang and YouTube. As master licensee, Tomy’s Molang collection features basic and feature plush toys that encourage collectability between friends.

Little ones will be able to recreate moments from the TV Series with Molang Finger Figures, featuring Molang, Piu Piu, Brown Molang’s Friend, and Brown & White Molang’s friend. The collectible Molang Plush range will also grow with new 3” characters that can be stacked and displayed in a variety of ways, while the Molang 6” plush assortment is also available.

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Available Now

Baby Castle Nursery Marshmallow Mouse Family

Grocery Market

Baby Tree House

Sunshine Nursery Bus Baby Castle Playground

Baby Choo Choo Train

© EPOCH

Dolls & Girls' Collectibles

Arklu 020 3773 2716 | www.lottie.com To celebrate the wedding of HRH Prince Harry to Ms. Meghan Markle, Lottie Dolls will be launching a Royal Flower Girl doll in May. This addition to the diverse collection of Lottie, Finn and friends is envisioned as the child who will lead the royal couple down the aisle at St George’s Chapel on 19th May. Royal Flower Girl Lottie will wear a traditional satin flower girl dress and pumps and will come with her own posy and flower crown. The pack will also include a piece of artwork as designed by an Inspired by Real Kids competition winner in the form of a wedding card. Inspired by Real Kids is an ongoing series of competitions launched in September of 2017.

The Lottie Dolls team is committed to working closely with children to design the products that they want, and the competitions have become a signature feature of the Irish company.

The release of the Royal Flower Girl comes almost exactly seven years after the company enjoyed success with their Prince William and Princess Catherine Wedding Dolls. Then operating under the parent name of Arklu, the company was first off the mark to produce a Kate Middleton engagement doll. Later that year, the company built upon its previous success by releasing the pair in their wedding attire. The two-doll set payed homage to the royal pair in their best-of-British outfits, which had so impressed the world when HRH Prince William of Wales married Kate Middleton in April of 2011.

The company then evolved its own brand of dolls. After working out that the first daughter of the newly wedded Duke and Duchess of Cambridge would very possibly be named Charlotte - and in recognition of its royal origins - Lottie Dolls was born. An empowering brand based on a nine year old child, Lottie is currently selling in over 30 countries worldwide. From Robot Makers to Fossil Hunters, Stargazers to Ballet Dancers, the dolls focus on childhood and encourage kids to be themselves. One of the dolls even accompanied Tim Peake on his mission to the International Space Station, with the purpose of developing girls' interests in STEAM (Science, Technology, Engineering, Arts and Maths).

Bullyland 01295 768 078 | www.trendsuk.co.uk Bullyland, now distributed in the UK by Trends UK and Wind Designs, has key girls’ figures and collectibles across multiple licences.

Ahead of the unicorn craze is Bullyland’s Chubby Unicorn, a collectible character which is already a hit with UK publications. The hand-painted figures come in a variety of poses and themes, and are also available as key chains, money boxes and more.

Also part of the line-up are key Disney heroines including Vampirina, Moana, Frozen and the Disney Princesses. Also available will be POS solutions to stock and display Bullyland’s key ranges in-store.

Epoch making toys 08435 574 062 | www.sylvanianfamilies.net.uk Epoch making toys has launched the Sylvanian Town range – the biggest Sylvanian Families launch in 30 years. The new Town range launched throughout UK retailers in March and comprises 22 product lines.

Fans of the traditional Sylvanian Village can now start collecting new scenes and characters from this urban metropolis. From shops and restaurants to stylish boutiques, there’s lots to see and do for the Sylvanian Families on their day trips to town.

A stand out product in the new Town range is the Ride Along Tram, comprising of 17 pieces including a tram stop, tickets and maps, and a hat for the driver Theodore Maple to wear. The tram can be rolled along the floor, allowing kids to take their Sylvanian characters on a wheeled exploration of the new town.

A key USP for collectors of Sylvanian Families is connectability, and this is prominent throughout the Town series. Each building can easily slot into one another and be adapted to suit each fan’s individual imagination.

The largest product in the Town range is the Grand Department Store, with its revolving door and ascending lift. The store can be connected to other boutiques and shops from the series including the Delicious Restaurant, Designer Studio and Creamy Gelato Shop.

A whole new range of characters is available to collect too, from Stella Chocolate the fashion designer - older sister of Freya - to Lionel Grande, the gentleman lion pianist.

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Bush Baby World

Brand Profile

Making the Bush Baby World go round Toy World spoke to Kathy Lesser, trade marketing manager at Golden Bear, about the reception to the company’s Bush Baby World plush range, the benefits of online content and the promotional plans in place for the second half of the year.

When you signed Bush Baby World, did you envisage it would be as successful as it has been?

activity, while our Princess Melina character costume has been visiting toy specialists across the country.

The first time we caught sight of a Bush Baby we thought it would be popular, but you never know quite how popular something will be until it goes on sale. We have taken the original concept and developed a range of plush with a unique but simple feature, which allows children to wiggle the Bush Baby’s eyes and waggle their ears. When we launched in July 2017 the initial sales were phenomenal, and we knew we had a winner.

How important has it been for Golden Bear to be involved in the creative process for the webisodes?

What promotional plans do you have for the second half of the year?

Our 2018 campaign kicked off in January with TV and digital advertising to support the Blossoms and this will continue throughout the year. From July, our TV, digital and influencer campaigns will switch to support the new Shimmer Palace and the carriage as the musthave toys for Christmas. There are three new TVCs for 2018 on top of the three that were produced for 2017, plus new webisodes coming out to support the new launches. All in all, it’s our biggest ever investment in marketing for our own IP.

What is it about the brand that has resonated with consumers?

The core theme of friendship and teamwork is important with both kids and parents. In addition, the wiggle waggle feature of the moving ears and eyes really brings the characters to life. The story behind Bush Baby World - a magical place where dreams are made - is engaging for little ones, and the toys allow younger children to make up their own stories with their favourite characters. Children also enjoy brushing their Bush Babies’ hair and putting them to bed in their Sleepy Pods.

What role have the webisodes played in the success of the brand?

Having best-in-class CGI animated content allows children to relate to and engage with the characters.

It also expands the target market of not only the toys, but also other licensed product. We have worked closely with the animation house Character Shop, and the licensing agent Brands with Influence, to develop fun, colourful animation and to build on the core values of teamwork and friendship. Other touchpoints include unboxing and influencer

and accessories, making it ideal for kids who want to display their collection of Bush Babies. It also features a lightshow, plays songs from the animation, and can be used as a night-light. In the year of the royal wedding, we also have a Royal Pod Carriage coming out. Snowies follow in Q4; these toys have big feet for stomping in the snow and are a great soft toy for the winter. Coupled with this, the licensing programme will see the launch of other new Bush Baby merchandise this year, including publishing, apparel, bedding and more.

How is the international roll-out progressing?

I think it is a growing trend for toy companies to be involved in the creative process of animation. We have been able to input toyetic ideas and to make sure that the content lends itself to making toys that will be popular with children. It has been wonderful to work with such a great creative team; they have brought the world and characters in it to life.

What are the highlights of this year’s Bush Baby World range?

There is a huge amount of new development coming through this year. The first release of Q1 - the Blossoms – featured colourful patterned tummies and ears, as well as sparkly features and softer than ever fabrics. The Scented Blossoms also launched in Q1, followed by Princess Blossom at Easter time.

The Shimmies are released in July, along with the Shimmer Palace, which is packed with features

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The international launch has far exceeded our expectations. This year sees the range launch in no less than 56 countries, and our TVCs, website and animation have been translated into a number of different languages. In the USA, our distributor Moose has launched Bush Baby World in every Walmart store, and its marketing plans are second to none.

What are your aspirations for the brand for 2018 and beyond?

With the international roll-out and the licensing programme up and running, we expect to see Bush Babies take the world by storm in 2018. The team has some exciting products planned for 2019 and beyond, which will cement Bush Baby World as a must-have collectibles range.

Fresh

FRESH THIS MONTH:

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

In May we have new releases from: Mattel, Simba Smoby Toys and Sinco Creations.

Fisher-Price pre-school learning toys Mattel 01628 500 000 | www.mattel.com Fisher-Price expands its innovative pre-school Learning range in 2018 with new offerings to sit with existing favourites.

Spring/summer welcomes the Seek & Spell Penguin, which helps preschoolers discover the alphabet, phonics and spelling. Little ones can spread the tiles out and jump Penguin from one tile to another to spell out more than 150 words with lights, songs and phrases.

Autumn/winter sees the launch of the musically-led Rocktopus, which teaches pre-schoolers about different instruments, facts and rhythmic patterns while also helping to develop attention and listening skills. The free downloadable Rocktopus app enables kids to create music videos, helping develop their creativity skills.

Other products within the range include Teach ‘n Tag Movi, the robot friend which encourages pre-schoolers to get their minds and bodies moving, while teaching them to follow directions. Measure With Me! Froggy teaches littles ones to count from one to 50 with the retractable measuring tape, and Rhythm ‘n Roll Hedgehog gets pre-schoolers engaging in everything from spelling and rhyming to turn-taking and paying attention. Finally, the Code-a-Pillar allows little programmers to configure the easy-to-connect segments in combinations that send Code-a-Pillar on its path, teaching children about coding, sequencing and problem solving.

Barbie Putty Slime Glitter Rings

Baby Nurse dolls’ play centre

Sinco Creations

Simba Smoby Toys

0161 737 7464 | Sales@Sincotoys.com

01274 765 030 | www.simba-dickie-group.de/en

Sinco Creations showcases its innovative new take on the slime craze by launching the new Barbie Putty Slime with Magic Glitter Ring range.

A heritage brand within the toy category, the combination of Barbie branding with the tactical feel and collectibility of slime should see the new range appeal strongly to today’s kids.

There are six pots of differently coloured stretchy slime to collect, each one hiding a surprise collectible glitter ring. Kids can then open the ring to discover hundreds of sequins to mix in with the slime for additional play value.

Sinco’s new slime range is a fresh approach to what is available in the market right now, and the company is anticipating that the product will be a best-selling pocket money item for 2018.

The versatile Baby Nurse dolls’ play centre from Smoby Toys can be folded up to save space, yet is surprisingly spacious when open. Three large areas inspired by the rooms of a house - a kitchen, bathroom and bedroom – provide kids with plenty of space to play.

The bathroom of the play centre is equipped with a bath tub which can be unhooked and filled with water. Next to the bath tub is the baby changing unit, which can also be used to dress the doll, and kids can personalise the picture frame on the rear wall with a photo of their choice.

The kitchen has its own little sink with tap, a hot plate, a microwave and shelf compartments for storing accessories, while the bedroom features a dolls’ bed above which a rotating mobile can be fitted. A luminous good-night lamp is positioned above the cot.

Various accessories are also available, including a bottle, a heart-shaped plate with spoon, a pan, a thermometer and a range of containers and empty play food boxes.

The Smoby Baby Nurse dolls' play centre is equipped with wheels and is suitable for dolls up to 42cm tall (not included).

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Company Profile

Jazwares

All that jazz Jazwares was one of the fastest-growing UK toy companies of 2017, with the stellar success of Fingerlings, along with established properties such as Minecraft and Roblox, propelling the company to new heights. Toy World spoke to Jonny Taylor and Lauren Delord about the company’s plans to continue its upward trajectory in 2018.

Video games properties have long been the cornerstone of Jazwares’ product mix – was that always the plan?

Jonny: We’ve been working in the video game space for well over a decade, developing successful toy lines for major brands such as Minecraft and Roblox. Establishing the company as a key player in this area has been central to our strategy. Kids are increasingly spending more of their time online and playing video games, and we’ve built up considerable expertise in developing and marketing products which appeal to this audience. Brand owners trust us with their properties, as we have a good track record in building toy lines that reflect the digital world players know and love.

Our competitors are inevitably targeting this category, as it’s an area in high demand – but we’re very fortunate to have already firmly established a strong position in this space.

How do you approach product development for this audience?

Lauren: We focus on each brand individually; we look at who the consumer is and how are they spending their time. The toys are there to enhance the brand experience, so we need to understand the community and how to relate to the people that are playing the games. The products that we’re offering need to be authentic and credible, so they’re trusted by the community and seen as a natural extension to the gaming experience and an integral part of the world.

The same is true when it comes to marketing the ranges; brands like Roblox and Minecraft have not run TV advertising themselves, so there is a huge responsibility when we take their ‘baby’ into that medium to make sure that we do it in the right way.

How old is the target audience for these ranges?

Jonny: The core age group tends to be six to eight, although it starts around the age of five, when younger kids are either early adopters or are simply keeping a close eye on what their older siblings are up to.

What are the key elements driving collectability of your ranges?

Is the toy retail channel fully attuned to the opportunities in this area?

Lauren: Absolutely, we have really strong support right across the board. All the major toy retailers are switched on to the popularity of product based on video games, especially those that use online activity to drive customers into the store, like Smyths and others like The Entertainer that place a strong emphasis on the in-store experience. You also have some very trend-oriented independent retailers who will always be ahead of the curve, and we’ve seen the popularity of Roblox strengthening over time throughout the independent channel.

What is the secret to ensuring longterm success with video game-related ranges?

Jonny: We stay closely connected to what is happening within the gaming community to ensure we are developing product which is on-trend and appeals to the players. We introduce two to three major product refreshes each year to drive collectability. Every launch is communicated to our target market in the gaming environment, across a range of digital touch points and also through traditional media – our offering has to be visible in all the channels where our audience are spending their time. This approach requires significant investment, but it is essential to drive long-term viability.

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Jonny: In the collectible space, product innovation is the key to success right now. Fingerlings is a perfect example; the range offers a huge amount of tech, play value and emotional interaction at a very sharp price point. In order to drive collectability we have introduced new colours, styles and exotic pets as well as play set environments.

The range is expanding significantly this year. Easter saw the introduction of Untamed by Fingerlings, aimed predominantly at boys. The original Fingerlings girls range focused on a nurturing play pattern, whereas Untamed is all about the idea of ‘ferocious at your fingertips.’ Looking ahead, Series 3 will be introduced in September, with more new animals coming through for Autumn Winter, along with fresh marketing to ensure a strong share of voice in a competitive market. We’re also introducing a pocket money collectible line of pencil-topper sized monkeys to extend the brand into lower price points.

What other ranges are you focusing on in 2018?

Lauren: We’re hugely excited about our new Hotel Transylvania range. The third movie will be launching in July, although it’s much more than a traditional movie franchise, as the movies provide tentpole events within the wider brand, where TV animation and video content are also the key drivers.

We’ll be offering a broad range which covers all price points, from collectible figures up to a playset. We’ve had good support from retailers for the range; they recognise the quality of the product development and the fact that the property is backed by a strong, fully-rounded content plan.

What are your aims for 2018?

Jonny: Last year was a strong growth year for Jazwares. We’re on track to deliver solid growth again this year. Most importantly, we’re really enjoying what we’re doing. We have a great team in place, strong relationships with our customers and partners, and some great new product launches in the works.

See us at The Toymaster Show!

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Company Profile

Rollplay

Roll with it

Toy World spoke to Kingsley Li, business development manager UK about Rollplay's launch into the UK market. in our range. For example, we are looking forward to the launch of a great new product in August: the Nighthawk. Kids will love to master this unique sit, slide and glide ride.

With a 12v battery and a speed of around 12 km/h, Nighthawk lets preteens from 6 years+ slide into curves and glide like a bird.

Can you tell us about the new UK operation and why you have chosen 2018 to open up a dedicated UK set-up?

Can you tell us about Rollplay and the products that make up your range?

For more than 20 years, Rollplay has produced a wide range of ride-on products that are suitable for younger and pre-teen kids. The brand is a fast-growing international part of Goodbaby International, a leading global manufacturer of juvenile products, and we are now establishing our business in the UK. Rollplay holds global licences for BMW, Porsche, Audi, VW and Mini Cooper and we also have a strong range of Rollplay-branded rideons, which are segmented into three categories: • T oddler & Pre-school: from foot-powered vehicles and push-cars, to low-speed e-vehicles suitable for age 1.5 years+.

• B attery-Powered Vehicles: more than 40 different 6v and 12v battery-powered rides for children aged 3 years+.

Rollplay is an international brand, we launched in the US in 2013 and have seen considerable growth, doubling our sales year-on-year and producing a product offering of over 50 items. In 2018, we began building the brand in the EMEA market, led by our Germany-based General Manager EMEA Christian Alsbaek. In Europe – especially the UK – the ride-on market is continuing to grow and so opening a new operation over here was the next logical step in continuing the expansion of the brand. Previously, our products had only been available as OEM lines in the UK, but now we are focused on establishing robust domestic distribution channels for all our ranges here in the UK, with both major and independent retailers. We can also offer drop shipping options which we know will appeal to many of our retail partners in this territory.

How will you be supporting your UK launch and your retail customers from a marketing perspective?

We are investing in a robust PR and marketing campaign to support Rollplay’s arrival in the UK. Specialist toy PR agency, Playtime PR, has joined our team to devise and implement a strategic campaign to support Rollplay from both a B2B and consumerfacing perspective. This year, to really drive awareness of our own-brand rides, we are focused on our key new product launches: the Nighthawk in August; the new off-road Monster Truck which is available in September; plus available to order now, the Uprider, a 12v stand-and-glide balance board, and the Turnado – a very stylish, iconic, 24v batterypowered drift-style vehicle.

What are your aspirations for the UK market in 2018 and beyond?

• H igh Performance: innovative drives to satisfy kids’ need for speed, stylishly designed for ages 6-14 years.

The aim for the future is to continue to grow the Rollplay brand and become a worldwide market leader within the category. We are in the fantastic position that our products can embrace the technological advancement of toys, whilst also offering children an active lifestyle. We want to support kids in their development and create products that empower them to get outside and get exploring – our aim is to drive childrens’ imagination and let them explore creative play through our vehicles, whether that’s being “just like mum and dad” with a licensed replica of the family drive, or getting speedy with one of Rollplay’s more unusual High Performance rides like the Turnado or Uprider.

What are the particular strengths of your product line?

We manufacture all Rollplay products in our own factories with our own international R&D team, which gives us full control over the quality and testing of the cars. The highly detailed design of the products, along with the range of ages and licences that we cover, set Rollplay apart from others in this category. In addition, within our EMEA headquarters in Germany, Rollplay also offers a quality after-sales service.

Innovation is at the heart of what we do: we want to create engaging and memorable play experiences for children of all ages and this really shines through

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toys . jouets

spielwaren

just like the real thing

The Sales Partnership Distributors Ltd Chiltern House, 45 Station Road Henley-on-Thames, Oxon RG9 1AT Tel.: +44 1491 412415 Fax: +44 1491 412915 Contact Name – James Triptree

www.bruder.de

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Toymaster

Come one, come all The Toymaster show will take place from the 15th – 17th May, with lots of new features and opportunities for independent retailers. Casey Goodman spoke to product manager, Paul Reader about what to look out for at the show.

How has the year started for Toymaster members from a trading perspective?

Members have started the year very well, especially thanks to the support from MGA to ensure we had a good supply of L.O.L. Dolls. The slow rise foam products from Bandai, Character and Jakks have also contributed to the positive start, however 2018 remains a challenging year.

What product trends and developments do you see emerging in the second half of the year?

There are plenty of collectibles to go at this year, so it’s going to be tricky picking the winners and ensuring that both retailers and suppliers have enough stock to keep up with demand. I am also looking forward to the launch of the new Harry Potter merchandise.

What opportunities does the Toymaster show offer independent retailers?

The show is a fantastic opportunity to see what all the industry’s top suppliers have to offer.

Everything at the May show is tailored to meet the needs of independent retailers, with many deals and promotional products, plus numerous exclusive lines.

What are you most looking forward to seeing at the show?

I get really excited by what suppliers are bringing to the show. At London Toy Fair you see many mock up products or even early stage story boards. By the time you get to the May show, you are looking at the finished article in most cases. I also really enjoy meeting and greeting the many new faces who are attending the show for the first time.

How do you think the show has evolved over the years?

When we opened our doors to all bricks and mortar independent retailers, the show took on a new status. The May show showcases what Toymaster and our suppliers have to offer. Set in a lovely part of North Yorkshire, the Majestic Hotel provides the perfect location to conduct serious business during the day and have great fun during the evenings.

What’s new at the show this year?

The volume of new products and ranges is extensive. We will have a special feature with Jurassic World, with VR headsets available for visitors to truly capture the experience.

We are also planning our very first social media discussion, where our members can share their experiences.

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Finally, the evening entertainment is always a hugely enjoyable and an important part of the overall May show experience; there will be a party with fancy dress on Tuesday and a more formal affair on Wednesday. We hope everyone will come along and join in the fun.

How many exhibitors are going to be at the show?

We have over 100 exhibitors at the show, so there is always plenty to see. Taking advantage of the show deals alone would more than pay for the buying trip. All the suppliers at the show will be focused on trading with independents, so visitors will be able to spend quality time with as many as possible.

What would you say to those who were unsure whether to go along to the show or not?

The show is a ‘must’ for all independents, big or small. It’s the perfect place to plan your second half buying and discuss your needs with all your top suppliers. There is no pressure – it’s your time to spend as you wish.

If you did not manage to get to London Toy Fair, then the Toymaster May show is the place to be and the show is very much tailored to your needs.

Feature

Toymaster

Why should independent retailers become a Toymaster Member?

There are numerous reasons, such as access to over 180 suppliers, including all the top industry brands. The central invoicing, which takes all the paperwork away, is another huge benefit to members. We offer a marketing programme, where retailers can choose to take part in our marketing initiatives, including the Toymaster

Catalogue and Window Features.

Our members have access to the exclusive Toymaster room at the London Toy Fair and to the Toymaster FOB programme. The most important benefit is that members are part of the Toymaster community and, whilst each member retains their individuality, they are working and communicating with like-minded retailers, sharing many common goals and challenges.

How many independent retailers are Toymaster members at the moment?

We currently have just over 150 members with over 250 retail stores in both the UK and ROI. We can now even add stores in Malta and Germany to this mix.

With recent developments in the industry, what do you think this means for the future of independent retail?

The recent development you refer to will allow some of our retailers to capitalise on what we consider to be our destination brands – Lego, Playmobil, Sylvanian Families to name but a few.

What opportunities are there for independent toy retailers in the current climate?

We encourage all our members to take a look at what they do and consider doing things differently. Complacency is what stops retailers moving forward, and not keeping in tune with what is current and what is changing in the market place can leave them disadvantaged.

We are very proud of our mission statement: ‘to help our members trade more profitably by offering excellent service to both members and suppliers’.

Independent retailers are better placed than the nationals to react to an everchanging market place. Anyone who wants to know more should simply give us a call, and we hope to see you at our show.

Over the next few pages, Toy World presents a range of products from suppliers who will be exhibiting at the Toymaster show.

Appealing to independents Toy World spoke to Hannah Lillie, sales director at Hasbro how the company works with the independent channel, and its plans for 2018.

Hasbro returned to Toy Fair this year, with the aim of strengthening ties with the independent channel – do you feel you accomplished this?

The independent channel is such an important platform for us and our presence at Toy Fair this year certainly helped us to establish those relationships – something that we intend to continue to strengthen throughout 2018.

With the Toymaster Show taking place this month, what role does the event play in your relationship with the independent channel?

The Toymaster Show is an integral part of the year for us to showcase new launches to retailers, as well as find out what is exciting the independent channel

and their customers, which plays such an important role for both upcoming launches on the horizon as well as moving forward into 2019.

How has the first quarter of 2018 been from a trading perspective? Which new launches have worked well for you so far?

The start of the year has been positive for the independent channel, helped by our return to Toy Fair. We’ve seen great results from product launches such as the Nerf Surgefire, Play-Doh Cranky the Octopus and new games such as Don’t Step In It, which have all started very well.

The disappearance of Toys R Us from the retail landscape will present opportunities to other retailers; what plans do you have in this respect?

We have invested to develop brand experiences across a range of price points, including lower price points, which will play to Toymaster members strengths.

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Which second half launches are you most excited about?

We have a really exciting autumn/winter in 2018.

New York Toy Fair saw FurReal Friends Ultimate Co-pilot Chewie cause quite a stir, whilst Hasbro Gaming will continue to bring hilarious fun. As announced earlier this year, Monopoly: Cheater’s Edition acknowledges those friends and family members who have a tendency to bend the rules, whilst Chow Crown is a hilarious new arrival that delivers the ultimate snack eating competition. PlayDoh’s 2018 offering sees new products within Kitchen Creations, including the Spinning Treats Mixer for kids to bring out their inner baker, and the Frozen Treats set for making Play-Doh treats.

How do you see the rest of 2018 panning out for the toy market?

Across the industry, we’ve seen a real passion for toys and games that are shareable and bring together family and friends. We are constantly tapping into current trends and pop culture moments and we expect these to continue to play a big part in the toy market.

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Toymaster

Green Elephant Trading 01327 830 786 | www.greenelephanttrading.com Green Elephant Trading will be showing a number of new Thinking Putty products at the Toymaster Show in May. For the first time in the UK, Crazy Aaron’s Thinking Putty will be available in a mega sized tin. Super Scarab and Super Lava, from the popular illusions range, will be available as super-sized 450g of Thinking Putty.

The Crazy Aaron’s gift set range is also expanding. Perfect for birthdays, Christmas or as a special treat, the Greatest Hits set includes best-sellers from the top lines and offers a full Crazy Aaron’s experience right out of the box. The Hypercolour Kit is the newest Mixed by Me Kit and contains everything needed to create five tins of Thinking Putty, which will change colour with just the heat of hands. The Neon Set includes five bold, all new mini neon colours.

The Limited Edition products always prove popular and this summer Green Elephant Trading will be introducing two new colours. Sand & Surf shimmers with golden glitter and an aqua sheen. This scented mini tin is designed to remind children of the beach. Red, Light and Blue is a bright red Thinking Putty which will change colour to a deep navy blue with the included Glow Charge. If the lights are turned off, it glows a beautiful sky blue.

Bruder 01491 412 415 | www.bruder.de

Geomag 07831 886 997 | www.geomagworld.com Geomagworld is launching new items in its Magicubes range; Free Building and Mix & Match. The company will also have offers on current best-sellers for Toymaster members at the May show, on the Animal Friends and Fruits Pack, as well as on the popular River Friends.

Magicube is the award-winning product line designed by Geomagworld, which is revolutionising the junior construction category and has been able to reinterpret the classic cube. Magicube has a patented system of magnets that allows the cubes to stick together on all six sides. By exploiting the invisible forces of magnetism, builders of all ages can give free rein to their imagination, creating an infinite variety of constructions.

The innovative Magicube playing platform is complemented by a wide range of products which feed and stimulate imagination. Children can experience key themes of early childhood: animals, fruit, princesses and robots, as well as castles and other constructions, covering all price points. Toymaster members can also benefit from a fully loaded FSDU, which incorporates some free of charge stock as well as serving as a point of sale demo unit for the range.

Geomagworld has also collaborated with Giuseppe Ferrario, a well-known Italian illustrator and art director.

The company’s wide range of products includes Magicube for younger children, Classic, Mechanics, KOR lines, Geomag Pro L and Mechanics Gravity for older and more experienced builders, and will grow side by side with children.

Toy World 62

Now available from the extensive Bruder vehicle range is the MB Sprinter UPS with driver and accessories.

UPS, one of the world's leading shipping service providers, relies on Sprinters as delivery vehicles, and the vehicle has now been added to the company’s range. The van features a two-part rear door that can be opened up to the limit stop on the body of the vehicle. Children can also remove small items through the side door to save time. The vehicle's accessories include a manual pallet jack with rotating handle for steering, height-adjustable forks and two pallets to load or unload heavy or bulky goods. This set is rounded off by a UPS driver wearing the company's typical uniform. UPS shipping boxes in different sizes are also included to add to the play value.

The Scania R-Series is a synonym for cost-efficiency and dynamism.

The globally operating shipping service provider UPS also relies on this powerful truck. Bruder also now offers this version with three axles, an interchangeable container unit and a mobile forklift. The cab follows Scania's typical, dynamic design. Folding outside mirrors and glazing made of high-quality plastic are a given, as are opening doors or the option to install the Light & Sound Module. The vehicle's accessories include a mobile forklift and two pallets to load or unload heavy and/or bulky goods.

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Posh Paws 01268 567 317 | www.poshpawsinternational.co.uk August will see the release of Disney’s Christopher Robin Movie and ahead of this, the classically styled Posh Paws My Teddy Bear Pooh collection will be the perfect way to introduce little ones to “The most Famous Bear in the World.”

Already available as part of the Winnie the Pooh collection is Winnie the Pooh Vintage, Winnie the Pooh Tonal and Winnie the Pooh Snuggletime.

Launching in July, the official Christopher Robin movie range includes Pooh in his classic red jumper, Eeyore, Piglet and Tigger. Available as 7”, 10”and XL sizes, each toy is styled as per the characters in the film.

Toymaster will also be the place to see Posh Paws’ Disney Collection. These glittery plush toys feature favourites from both Disney’s back catalogue and most recent films. The characters are released in squads of six.

Squad A’s characters launched in January and included Cinderella, Marie from the Aristocats, Minnie Mouse, Dumbo, Winnie the Pooh and Tigger. In Squad B is Bambi, Snow White, Mickey Mouse, Simba from The Lion King, Patch from 101 Dalmatians and Eeyore.

The fresh, new and stylised look and feel offers kids, teens and adults alike a plush that is priced as a collectible, so fans can build their own #DisneySquad.

POS stands are available and are perfect to fill and refresh with new characters as they are released throughout 2018.

Retail is already geared up for the premier of the Jurassic World Fallen Kingdom movie next month.

As official plush partner, Posh Paws has also readied itself for a launch of Jurassic World 2 soft toys which include 8”, 10”, 14” and XL versions of the most recognisable dinosaurs encountered in the film.

Bladez Toyz 02392 658 259 | www.bladeztoyz.co.uk Bladez will be celebrating the 50th anniversary of Hot Wheels at the Toymaster Show as it presents its growing range of RC Drone Racerz flying toys.

Recognised as the specialist supplier of toy drones for children aged 8-12, the extended Hot Wheels RC collection invites fans to choose their challenge and caters for all skill levels across a variety of competitive price points.

At the entry level and returning to its radio control roots, Bladez is launching the easy to use Tiger Shark Helicopter under the Hot Wheels licence this summer. In a move to offer affordable drones for beginners, it has also launched the compact Hawk Racing Drone and Cage Fighter Drone and visitors to the stand will benefit from an exclusive introductory show offer.

Other Hot Wheels highlights at the show include the RC Monster Drone which won a Hero Toy accolade at London Toy Fair, the super-fast Stingray Drone and the new Sky Trackz VR FPV Drone Set which lands later this autumn.

Another brand focus in Harrogate will be Thomas & Friends where the latest developments in Bladez’ commitment to STEAM learning will be on display. Recommended by the Good Toy Guide, the Thomas Track Playset with motorised engine promotes imaginative and logical play and offers a traditional puzzle play pattern to appeal to parents.

Finally, there will be some special show deals on the Bladez radio control inflatable characters from Star Wars, Despicable Me, Teletubbies and Peppa Pig.

Vivid Imaginations 01483 449 944 | www.vividtoysandgames.co.uk As global master toy partner for Nickelodeon’s Nella the Princess Knight, Vivid is introducing a cross-category range of plush, dolls, role-play items and playsets based on the popular animated show. Hero product Transforming Princess Knight Nella Doll changes from Princess to Knight, with the press of a button. Children can hear Nella talk and sing by pressing her tiara, and a brush accessory encourages hair play.

Building on success within the collectibles market, Vivid has launched Squeezamals with a design USP. Covered in soft furry fabric, each animal themed Squeezamal features a scented, slow rise foam interior and can be squashed, squeezed and cuddled - always returning to its original shape. There are 16 to collect from launch, each measuring around 3.5”, alongside mini clip-on versions. Four larger 8” Squeezamals will join the range later in 2018.

Perennially successful IP Animagic continues to grow with new stand-alone central characters, Waggles and Woofles, being launched into the range for Q3 2018. New packaging, branding and theming is being introduced, alongside a brand new TVC creative approach and immersive marketing platforms.

Having secured a new licence with Tiana Toys andMe, Vivid will showcase its new Tiana inspired, unboxing themed toy range at the Toymaster show.

Science4You encourages STEM linked learning via educational and fun packed Science based kits for children aged 8+. Recently confirmed as the UK distributor for the range, Vivid will be offering a full range of Science4you existing science kits, as well as introducing three new lines which will be TV supported during autumn/winter.

A slate of new titles under the Drumond Park brand includes new pre-school games Foxy Pants and Wally the Washer; action game Super Ski Jump and family game Word Bandit, which all received a positive reception at recent trade shows.

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Toymaster

Golden Bear 01952 608 308 | www.goldenbeartoys.com Building on the strength of its success as the No. 1 new plush property (NPD Full Year 2017), Golden Bear’s Bush Baby World collection will be expanding further in 2018. There will be new plush launches throughout the year with the hero line for autumn/winter 2018 being the Shimmer Palace. Home to Princess Melina, this playset will measure approximately 80cms in height and plays three Bush Baby World songs.

With a multitude of features including a lightshow, royal throne, dancefloor, secret storage compartment and exclusive Bush Baby Starlett - as well as Moonblush the palace cat with her own pod basket – this playset is the perfect place for kids to store their Bush Baby collection.

Build-A-Bot is an innovative range of customisable robot pets which heralds Golden Bear’s first move into the STEM arena. Launched at the start of the year, Build-A-Bot enables kids to build and personalise their own colourful robots, including a Bunny, Fox or Dino. Also included is a full sheet of stickers and a build certificate to record the creation date. The current range also includes three robotic critters to collect; Build-A-Bug Scatter Ant, Buzzy Bee and Ladybug. The Build-a-Bot line will expand further in autumn/winter 2018 with the introduction of the sound activated Build-a-Bot Tiger, Puppy and Unicorn.

The In the Night Garden plush range has been refreshed with larger eyes, soft fabrics and is led by Sleepy-time Igglepiggle with his red blanket. The line will also include Igglepiggle’s Lightshow Bath-time Boat which is designed for bath time whilst also aiding the wind down process before bedtime. The Press and Go Vehicles will also be at the show. The toys are available in Igglepiggle and Upsy Daisy characters, both seated in bright and colourful vehicles.

Paint-Sation is a revolutionary paint range which offers a no spill, washable, portable paint solution for children. Using gravity-defying technology, even when upside down, these paint pods will not drip or spill. On display will be The Paint-Sation All In One Set, and The Paint-Sation Starter Pack.

Schleich 01279 870 000 | www.schleich-s.com/en Schleich provides a portfolio of quality children’s figures and playsets for Toymaster stores and will showcase new lines for Eldrador and Horse Club amongst others at this year’s show.

Action and adventure is the key to the new fantasy world of Eldrador Creatures; a new franchise joining the Schleich portfolio in Q3, with a new line-up of monsters and creatures for children to explore. Under this refreshed franchise will be four key collections; Lava, Ice, Water and Stone worlds will each have three figurines to collect at three different price points and include characters such as Stone Monster, Ice Dragon and Hellhound. The range includes figures with articulated features to bring these menacing creatures to life.

At the centre of the adventure is the hero playset: Battle for the Superweapon – Frost Monster vs Fire Lion. This large playset is a first for the Eldrador franchise and will create a playground for the Eldrador Creatures to roam.

One of the most celebrated collector’s themes within the Schleich portfolio is Horse Club and new breeds and playsets join the line-up. With the same hand painted detail that the company is renowned for, new breeds will include the Quarter Horse, English Thoroughbred and Holsteiner for Horse Club collectors.

The new Caravan For Secret Club Meetings comes with a living room, balcony, removable roof and plenty of accessories to extend play possibilities. The new Large Horse Stable with House & Stable has six rooms and a balcony to explore, plus stables, human figurines and animals.

The Schleich portfolio offers a spread of price points and SKUs and a full marketing, and PR campaign is in place to ensure that each and every range is a top choice for Toymaster members.

Casdon 01253 608 428 | www.casdon.com Casdon’s brands such as Little Helpers and Little Shoppers combine household names with pretend playthings to bring replica kitchen appliances and role-play accessories to the play room.

Building on the success of the partnership with Dyson, January 2018 saw the Dyson Cord-free Vacuum added to the collection. This cordless vacuum is a direct replica of the life size Dyson and has been specifically designed to be true to life, right down to the last detail. The model features working suction, realistic sounds and twist and turn action - just like the real thing. The toy includes spinning beads and will be instantly recognisable.

A further addition to the Little Helpers collection is a fresh shape for the Hetty and Henry Vacuums. These robust multi-purpose vacuums really work and will pick up small bits of paper from the floor, storing them in a removable drawer that is quick and simple to empty. Supplied with a hose and T-shaped nozzle, the accessories pack away neatly at the back of the vacuum.

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Brainstorm 01200 445 113 | www.brainstormltd.co.uk Brainstorm returns to Toymaster with a new product range which was positively received at London Toy Fair in January during its initial launch. Whacky Shots World Warriors spans multiple toy categories as it’s an action toy with a trading card game element, making it highly collectible.

The initial range of Whacky Shots World Warriors launches with 60 characters to collect in Series 1, with four factions to choose from including Rogue Robots, Earth Heroes, Invading Aliens and Mutant Beasts. The aim of the hand held action game is for players to hit their opponent’s cards that can be beaten by the element of their Whacky Shot. This game requires players to use memory and dexterity skills and encourages teams getting bigger and better to conquer the world. Using the power wheel, players challenge opponents in a Rock, Paper, Scissors style game, using power, speed and skills stats.

Brainstorm’s StikBot range continues to grow exponentially both in terms of sales and products added to the range. 2018 sees the launch of more StikBot Movie Sets joining the existing range which extends the play value of the products: Space and a Farm have been added to accompany the Pirate and Castle Movie Sets.

StikBot Dinos will also be showcased, which comes in a range of price points including the all new StikBot Dino Eggs. There are 24 blind assorted StikBot dinos to collect, featuring a rare colour in every CDU. The range also includes StikBot Mega Dinosaurs, which are a bigger version of StikBot. StikBot Pets are also joined by StikBot Safari animals, as well as more StikBot accessory packs, so the filming possibilities are endless.

Brainstorm has also added to its own brand range with more STEM products. The 2-in-1 T-Rex Buzz Wire requires children to guide the metal handle around a wire without touching T-Rex and hearing him roar into action. The game features two skill levels featuring different dinosaur shapes.

Also available are My Desktop Solar System, which illustrates the relative positions and size of the planets, and Spin Bank, a money bank that gives children a fascinating insight into physics.

Playmobil 01268 548 111 | www.playmobil.co.uk Playmobil will be showcasing a range of new products at the Toymaster Show.

Playmobil is expanding its emergency services range further with new additions to both the Police and Fire sets. Budding police officers can help keep the streets safe with the new Policemen with Van and Police Station. The station includes a police car with functioning lights and sounds and a quad bike with robber. The station is also equipped with a helipad on the roof and its very own helicopter. Along with this, children can use the new Police Money Transporter to guard the valuables inside. It has a detachable roof and flashing lights and a guard who can switch from good to bad by removing his bulletproof vest and changing his facial expression.

The new Firefighter with Car is perfect for young ones to put out small fires on the move.

The front windscreen can be detached to insert the figure and inside the boot is everything needed to extinguish fires.

There are also additions to the Country Life range, for children who enjoy the great outdoors and want to put themselves in the shoes of a real farmer. The range includes a Large Tractor, which has a moveable front loader with changeable tools. Also new this year is the Take Along Farm. Home to lots of animals in both the stable and open-air enclosure, the Take Along Farm is a handy carry case in which the contents can be stowed away and easily transported for playtime on the go.

Green Board Games 01494 538 999 | www.greenboardgames.com Guests at the Gala Dinner event on Wednesday 16th May 2018 will see and experience Green Board Games’ new game Yogi for themselves. The game will be centre stage on each table, which is bound to get everyone interacting in ways the has never quite seen before. Guests can send their table pictures to georgie@greenboardgames.com to win the Pic of the Night competition, and can share their images on social media, tagging @BrainBoxGames to get like and share opportunities.

GBG’s new game, Shaperise, was the winning game in its 2016 Young Games Inventor competition. Designed

by Sebastian Fleming-Smith, who was aged 11 when he entered, Shaperise is a game of visual memory and speed. In the UK, sales are gaining momentum and the international markets have showed significant interest. Won over by the simple, cross-generational, mixed ability game play and ease of translation, Shaperise has already been produced in Mandarin and Spanish.

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Mini neon gift set

NEW FOR 2018!

hypercolour mixed by me thinking putty kit

spring bouquet & blue moon

greatest hits gift set

mega tins!

Come and visit us at the Toymaster May Show, Harrogate.

15th - 17th May 2018 For UK and Ireland sales enquiries please contact: sales@greenelephanttrading.com T: 0870 803 2116

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Interplay 01628 488 944 | www.interplayuk.com

Funrise 01908 555 640 | www.funrise.com Funrise will be presenting a range of brands at the show, including a new pre-school vehicle collection, fun new ways to play with bubbles and new construction vehicles from Tonka.

Brand new for autumn of 2018 is Herodrive, an innovative, one-of-a-kind collection that combines kids' favourite entertainment characters with fun and original play features to deliver vehicles for pre-schoolers. To launch this new brand, Funrise has partnered with Warner Brothers Consumer Products to create a collection of DC Super Friends Herodrive vehicles.

The Herodrive DC Super Friends collection will launch with pre-school-themed character vehicles inspired by the recognisable DC characters such as Batman, Superman, The Flash and more. Vehicles will be available in a range of sizes and styles including: Mash Machines, a new style of vehicles that fuses together vehicles such as police cars and fire trucks with DC Super Friends characters; Herodrive Power Pals plush vehicles with wobble wheels and sounds for the youngest pre-schoolers; Signal Squad, a collection of DC Super Friends-inspired stylised vehicles, each projecting its DC Super Hero's logo; and the Batman Racer motorised vehicle with lights plus Batman and Batmobile-inspired sounds.

Also available to view at Toymaster will be Funrise’s Gazillion Bubbles. Gazillion Bubbles has created premium bubble products for over a decade. Gazillion’s top-secret bubble solution blows bigger, brighter, more colourful bubbles than any other solution on the market. With an extensive array of bubble toys and machines, Gazillion Bubbles has something for every bubble fan. Toymaster will be the perfect opportunity for members to see the new items in the collection, including Gazillion Bubble Pong and Gazillion Crazy Wands.

The Funrise booth at Toymaster will also be home to the expanding Tonka range. New for autumn of 2018 is a line of Tonka vehicles called Power Movers. These rugged construction vehicles feature new Motion Drive Technology, allowing for fun and intuitive play that brings the dump truck, front loader, excavator and cement mixer vehicles to life.

Also available in the Tonka range is an assortment of die-cast Big Rigs and Monster trucks.

Interplay is introducing new products into the bestselling My Fairy Garden range.

The evergreen brand will be supported by an enhanced marketing programme designed to build awareness, loyalty and depth of purchase, TV advertising, year-long PR activity and strong retail presence.

The new hero item, Fairy Light Garden, is a fairy home offering great play value with magical light and enchanting sound features as well as secret spaces and cute animal play pieces. A new Fairy Picnic Basket enables kids to take the magical fairies around with them, enjoying a delightful tea party on playdates, in the garden or just having fun around the house. The best-selling My Fairy Garden set will also be refreshed with a new look and accessories and a new range of collectible fairies will be available to complement the sets.

The new Fab Lab Festival Face Tattoo set comes with over 10 intricate and glamorous designs that can be customised for an individual look.

Mermaids continue to be a huge trend and an incredible popular play pattern, and in the My Mermaid Lagoon range are the pocket-sized Mermaid Charm Shells, which are home to a mermaid.

Three to collect, each also come with beads, a sea creature metal charm and a key to create a bracelet. The launch will be supported with TV, PR and social media activity, building awareness from the start of the year.

Designed by experts, the award-winning My Living World range enables kids to study animals, insects and flora in close-up detail, supporting STEM learning and exploration of the natural world.

Interplay will be introducing a unique new Window Bird Feeder into the range for 2018.

Wilberry (The Puppet Company) 01462 446 040 | www.wilberrytoys.com The Wilberry Toys new catalogue is now available, showcasing over 75 new characters. The new collections have been performing well for the company, which is delighted with the response to them so far. New point of sale display stands show the range well at retail; compact and on wheels, stockists can display 40+ Wilberry items in the space of a carpet tile. Made from strong steel in the UK, the stands are a worthy addition to any merchandising scheme.

New lines include Wilberry Knitted, Wilberry Dancers, Wilberry Linen and Wilberry Friends. Each range contains a host of new characters and new materials. Two sleepy Owls plus a baby Ostrich are now available, made from an innovative simulated feather fabric.

Eccentric items have also been added to the range, including a Ballerina Sloth – wearing pretty ballet shoes - and two Piglets in swimming trunks, ready for a refreshing dip.

The Wilberry range offers retailers strong sales thanks to its quality and design, and the brand is backed by The Puppet Company so consumers can buy with confidence. Beneficial point of sale stands and box linings enhance the store presence of Wilberry toys, which also offer retailers a x 2.4 margin. Speak to the team at the show to find out more.

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Fantastic new games & puzzles available now!

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PAUL LAMOND GAMES LIMITED 31 Newington Green, Islington, London N16 9PU Tel: 020 7254 0100 Fax: 020 7254 3400 Web: www.paul-lamond.com

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Paul Lamond Games 020 7254 0100 | www.paul-lamond.com

DKL Marketing 01604 678 780 | www.dkl.co.uk Almost 60 years since its creation, Hama Beads exceeded 2017 growth plans and sees 35 new products introduced for 2018. For years, this brand has been encouraging imagination and creativity in the arts and crafts space. With a few Hama pegboards and a variety of colourful Hama beads, kids can enjoy a wide variety of creative options.

Plus-Plus is the construction toy with a simple shape but endless possibilities. The best-selling themed tubes allow children to create a world of dinosaurs, their own zoo or a medieval masterpiece. New and exclusive to DKL is the Union Jack Tube, available now - just in time for the royal wedding – and new floor spinner stands help the tubes stand out at retail. Each holds 144 tubes with space for loose Plus-Plus, so kids can try before they buy.

Bloco Construction is a new range of construction toys made from high density foam pieces. The range has seen success since its launch at Toy Fair.

Visitors to the show should keep an eye out for themed sets including Mystery & Adventure, Animals, Dinosaurs, Dragons and more.

DKL will also be showcasing products from Breyer Model Horses, Scratch Lifestyle Toys, Escabbo Bath Toys, and Scentco Scented Stationery.

Paul Lamond Games is launching over 30 new games and puzzles this year, and many of these new lines will be on display at the Toymaster show alongside the company’s other best-sellers.

Kersplatt! is a new fastpaced, family board game of modelling mayhem. This high energy, tactile but strategic board game will see players ‘Kersplatting’ opponent’s masterpieces, in an attempt to be the first to get two pieces home.

This colourful new board game will be joined by perennial best-sellers including; What’s Up and Charades for Kids. What’s Up, the classic ‘What’s on my head?’ game, provides hours of fun and entertainment for children of all ages as they interact, use their imagination and ask questions to try and discover who or what they are.

The action-packed Charades for Kids is a fun, active game of charades, created especially for children to help them learn through play, by acting out the object or action for the other players to guess.

New to Paul Lamond’s children’s puzzle range is four 250-piece Roald Dahl puzzles, featuring the unmistakable illustrations from Sir Quentin Blake. The puzzles focus on some of the famous author’s most loved characters; Matilda, James and the Giant Peach, Charlie and the Chocolate Factory and The BFG. There is also a colourful 24 piece Giant Floor Puzzle featuring Roald Dahl’s famous beastly character, The Enormous Crocodile.

Following the hugely successful launch of the Now That’s What I Call Music Board Game last year, music lovers can now play their favourite game on the go with the new fun, travel-size Now That’s What I Call Music Card Game.

Eagerly awaited new family board games launching this autumn include: Do Not Disturb, Stupid Deaths and the new trivia board game, Reveal; the game with no questions, only answers.

Ravensburger 01869 363 800 | www.ravensburger.com For retailers looking to inspire and re-ignite their construction category, Ravensburger has introduced new and highly-anticipated STEM-inspired construction range, GraviTrax.

Following a sell-out performance across Germany in 2017, the UK’s July launch will be supported with a fully integrated, cross-platform marketing plan, culminating with a high-impact TV campaign in the autumn.

The Starter Set includes over 100 components to build different and exciting track layouts. Children can build even more complex and impressive layouts with one or more of the add-on sets – extra Track, a Building Pack, a Catapult, Hammer, Loops and a Magnetic Cannon. Products will be available to ship at the start of July.

A unique, fun and interactive ball-and-track system, GraviTrax helps children explore their creativity whilst discovering how to build an action-packed track. The individual hexagon-shaped components fit together perfectly to create any shape track they can imagine.

The balls are Gravity Spheres, and the STEM system is ideal to help children learn about gravity, magnetism and kinetic energy, all while having fun. They can freestyle with their own track design or use the tasks and blueprints included in the box as a guide to help them get started in the world of GraviTrax. For added track building fun, children can download the free app, where they can explore new track layout ideas on the go.

Ideal for ages eight years and up, the GraviTrax track system can be extended indefinitely with extra track packs and components, sold separately. GraviTrax is suitable for single players and becomes even more fun when constructed as a group with friends and family.

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Rub a Dub fun in the Tub Turning Bath time into Fun Time!

50 Amazing Bath Products Available

Come and visit us at the Show 2018

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Jumbo Games 01707 289 289 | www.jumbo.eu Key focuses at the show include the new Falcon de luxe Christmas Shopping Puzzle, which includes a free 1000-piece puzzle, and a new Wasgij Original 30 Strictly Can’t Dance! 1000-piece puzzle, due for release in September. The best-selling Puzzle Mates Portapuzzle Standard 1000-piece Puzzle Accessory will also be on show, and in the children’s offering will be the Disney Guess the Film Game, and the Thomas & Friends Large Foam Floor Puzzle.

Having continued its double-digit growth in the Adult Puzzles category, Jumbo is getting ready for the next wave of new releases, available in June. Highlights include three new puzzles from the Wasgij range, starting off with the Wasgij Original 29 Catching Wedding Fever! and Wasgij Mystery 15 A Typical British BBQ!, all in 1000 piece formats. Also launching from the Wasgij Christmas range will be the Wasgij Christmas 14 Santa’s Little Helpers! 1000-piece puzzle, which includes a free 1000 piece puzzle.

Continuing the growth of its Falcon de luxe range, Jumbo will be showcasing over 30 of the 40+ new releases for this year at the show, covering the traditional Falcon themes of Nostalgia, Scenery, Cottages, Animals and Transport, across varying piece counts from 500 to 1,500-pieces, plus multiples in a box. Highlights include the new Falcon de luxe Seasons in the Village 4x1000piece box set, and The Sunflower Garden and Wartime Summer 1000-piece puzzles, as well as the Christmas Market 500-piece and re-release of Graham Thompson’s Christmas on Ice 1,000-piece puzzle.

Jumbo’s licensed portfolio includes the Beatrix Potter Peter Rabbit collection of children’s and adult puzzles. The collection includes a 4 Shaped Puzzles Box Set, Jumbo’s most popular puzzle format for children, as well as a Giant Floor Puzzle. In addition to the children’s range, Jumbo will be also be releasing a 1,000-piece and 500-piece puzzle aimed at adult fans.

Also new to Jumbo’s licensed portfolio for kids are the popular new Disney Junior shows, Disney Puppy Dog Pals and Disney Vampirina. Each licence launches with a 4 Shaped Puzzles Box and 4in1 Puzzle Pack. The 100XL and 200XL Disney Pixar Incredibles II puzzles are available now too.

Tactic Games 01483 332 070 | www.tactic.net Tactic will be exhibiting at the Toymaster show with new product development in the games category with fast action, story book and family gameplay.

Following on from its huge success with Molkky, Tactic will be launching Jungle Runners – a children’s action game which captures the traditional play value of board games in a vibrantly coloured, animal themed 3D backdrop. Players race their team though the jungle to be the first to cross the line with all their animals.

Ninja Rush is a fast paced, quick reaction game which is based on ancient Sensei training principles. The Ninja time warriors are trained to harness time, and their Sensei trains them to react quickly to see the future before it happens.

Drawing on the nostalgic storybooks where players choose their own destiny, Story Chest brings together imagination and fantasy with a game play element. Players take turns to tell a continuous story inspired by one of the cards dealt. The other player has to predict which card they will choose.

They place their keys into the chest, shut it and the story begins. If they predicted correctly, their keys fall into the fairy forest for safe keeping. If they were incorrect, they fall into the Dragon’s fiery furnace. The player with the most keys at the end wins.

The Great Tour is a gateway strategy board game, where players travel around Europe in an attempt to visit the most places and attend the most events. Players flip over destination cards and aim to reach the destination as quickly as possible, whilst avoiding the jams created by other players.

The Great Tour can be enjoyed by all the family.

Trends UK 01295 768 078 | www.trendsuk.co.uk Encouraging children to have fun outdoors and learn from the natural world, Trends UK & Wind Designs are launching a range of new Discovery toys for 2018 that explore nature on the go.

The Discovery Pocket Scope is a new handheld microscope for outside investigation of specimens in minute detail. The Discovery Binoculars & Carry Case are light, portable and child friendly, with a 6x magnification and a built-in compass, perfect for observing wildlife. The new Nightlight Illuminated Globe shows a political global map with seas/oceans and capital cities, perfect for learning about planet earth and making the bedroom cosy as kids drop off to sleep.

The Discovery toy range is inspired by the Discovery Channel. Making learning fun and interactive, the Discovery toys promote adventure and curiosity about the real world with items that have year-round appeal.

Trends UK & Wind Designs are introducing the new Sweet Pups plush in May 2018. Already a big hit and favourite with bloggers and social media influencers following a sneak preview campaign, Sweet Pups is a range of soft, scented plush puppies hidden inside scrumptious looking pastries. They transform when turned inside out, with 12 breeds to collect in series one.

The sophisticated SpyX range is available now. Supported by PR and marketing campaigns, the SpyX range includes an exciting selection of strategically priced listening devices, laser alarms, night mission goggles and communication devices. With an affordable price range including impulse and pocket money toys to larger gift sets, there is a SpyX toy to suit all occasions and budgets.

Distributed to retailers by Trends UK & Wind Designs, the Paint Sticks range is being expanded in spring 2018 with exciting new products. Also available are smooth Chalk Sticks in a variety of 20 colours and the new Fabric Paint Sticks.

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© Disney / © Disney. Based on the ‘Winnie the Pooh’ works by A.A. Milne and E.H. Shepard.

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Welcome to Disney Baby.

A colourful range of character-led developmental toys featuring Disney’s most iconic characters.

. Follow us k u . o c . esigns d w o b Call 01329 227300 or visit www.rain

RAV_TW_May18_halfpage_FINAL.pdf The Home of Classic Characters1

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The latest in clever train technology to make your train come to life!

Tel: 01869 363800 sales@ravensburger.com

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Wilton Bradley 01626 835 400 | www.wiltonbradley.com On stage at Toymaster will be Wilton Bradley’s X Factor XF1 and XF2. The XF1 is a microphone speaker which has Bluetooth connectivity. Cost effective and with a high spec including an echo function, speaker stand, play/pause, and skip forward and back, the microphone runs for up to three hours on a single charge. The XF1 is branded in the black and red X Factor logo and has flashing LED lights on the base.

The X Factor XF2 is a sophisticated microphone speaker which includes voice changing modes, echo function and a micro SD/USB Charging/USB Port. The X Factor logo wraps around the speaker box on the front of the microphone, turning this product into a portable karaoke machine.

The existing Mi-Mic microphones will have new functionality and will continue to build on the success of 2017.

Monster Smash Ups, the award winning remote control range, will be joined by a fourth character - Black Widow. The body of the trucks now fully explode when they hit each other or an obstacle. Other line extensions include a Battle Pack which comes with two trucks, four interchangeable characters and four chassis. There will be further activity in 2018, with an even bigger mass media campaign.

Wilton Bradley has joined forces with YoYoFactory to act as exclusive UK distributor for its expert line of yo-yos. As demonstrated at London Toy Fair in January, there is a world record winning yo-yo for every skill level within this range. For skills of a different kind, Wilton Bradley’s competitively priced GBSB Sewing Machines - inspired by the Great British Sewing Bee TV show – are complemented by a full range of accessories kits, featuring everything kids need to create the perfect item.

The company has also had success with the Electric Ride-On category, and this year is introducing a Police Car and a Range Rover. The Viper pedal go kart, the vintage Xootz Retro Racer and the JSF Urban Sprinter Electric Scooter will all be at the show too, along with new additions to the range.

Smart Toys & Games 01903 885 669 | www.smartgames.eu

Asmodee 01420 593 593 | www.asmodee.co.uk Fresh from picking up the Game of the Year award for Dobble from the Toy Industry Awards earlier this year, Asmodee UK will arrive at the Toymaster Show with plenty to show from its range of products, plus information on the many ways in which the company can help out retailers.

Chief among these initiatives is the highly successful programme of demo days, in which Asmodee sends its knowledgeable and enthusiastic team of demonstrators into stores. Customers get the chance to try out quick and easy-to-play family games like Dobble, Rory’s Story Cubes, Who Did It? and Set; a method that has proven to get great results.

These titles are joined by the newly acquired Bananagrams and Cobra Paw in Asmodee’s range of Fun Fast Games. The easy-to-teach and instantly memorable games will all be subject to special show-only deals.

Asmodee will also be offering a variety of POS materials to further support these hit products, including Dobble colouring sheets and posters, with much more in the pipeline.

Visitors to the Asmodee stand can discover more about the company’s wide range of perennial products including Modern Classics board games, the Pokémon Trading Card Game, Superzings and a wider range of collectibles.

In addition, retailers will be able to get a look ahead to the launch of an exciting, brand-new IP coming to Asmodee in early 2019.

Smart Toys & Games is the creator of three striking toy brands; SmartGames, SmartMax, and GeoSmart. The company is looking forward to exhibiting at the Toymaster Show, as it showcases new products across all three brands.

There are several new lines from SmartGames. These award-winning games include a minimum of 48 multi-level challenges, from the very easy to the very challenging. Starting with Asteroid Escape and IQ Stars, these educational games are perfect for both adults and children even as young as six. The company has expanded the IQ games collection, brought in new compact games, and expanded the popular fairy-tale range with Sleeping Beauty. New sliding puzzle Squirrels Go Nuts! promises endless educational fun and comes complete with 60 nutty multi-level challenges, varying from easy to advanced, all of which will test children’s skills.

SmartMax is an award-winning pre-school magnetic construction system which allows children the chance to explore the fascinating world of magnetism in a fun and safe way. 2017 saw the popularity of SmartMax continue to grow with the new My First range. Following a positive reaction, the brand will be expanding the My First collection with the arrival of My First Farm Animals and My First Tractor Set, which include a range of farm animals that are soft to touch, easy to grab and connect using the signature magnetic bars. Little ones can mix and match the farm animals to create weird and wonderful combinations. Like all SmartMax products, all parts are 100% compatible with all other sets.

GeoSmart had a hugely successful debut last year and returns to take GeoSmart fans on further space adventures with the arrival of new sets including U.F.O and Moon Lander.

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Tomy 01271 336 155 | www.tomy.com Tomy will be returning to Toymaster with a wide range of products, and will also be using the show as a platform to launch its StinkBomz range to independents, promote its dedicated marketing plans and launch the new Thomas & Friends themed Big Loader train set, which has been rebooted for 2018.

Visitors can view characters from Lamaze’s award-winning Clip & Go toy segment and other new lines launching in 2018, all endorsed by development experts both in the US and the UK. Tomy Toomies will showcase hero bath toy Foam Cone Factory as well as the new Yuri's Bath Salon, featuring the brand’s popular turtle. As market leader in the mechanical design category, Aquadoodle will showcase its Classic mat, which encourages arts and crafts for toddlers aged 18 months and over and will unveil the new Super Rainbow Deluxe, which launches this August.

Europe’s oldest specialist in creating scale farm models and accessories, Britains will showcase models from Massey Ferguson, Valtra and JCB. Johnny Tractor from the John Deere collection will hit TV this year as a farming hero for pre-schoolers. The Build-a-Johnny Tractor helps little-ones develop their colour matching, numbers and shapes skills.

Looking to games, Tomy will present family favourites Screwball Scramble and Greedy Granny, as well as new lines such as Burp the Baby.

Visitors can expect a first look at Tomy’s new collection Stinkbomz, a range of plush featuring grotesque traits, smells and sounds. Tomy will also relaunch its Big Loader Thomas & Friends themed train set, which provides simple, innovative and mechanical role-play for children aged three years plus, as they recreate scenes from the popular TV show at home using 3-in-1 automated vehicles.

Bandai 0208 324 6160 | www.bandai.co.uk This year’s Toymaster show will be the place to experience all that’s new from Bandai, including a whole host of collectibles and a YoYo experience like no other.

A summer launch is Hyper Cluster - a line of precision-engineered, high-performance yo-yos which can be customised to match the user’s style and performance needs. Interchangeable skateboard-style skins can be combined for kids to show off their style and personality while they yo-yo, and Hyper Clusters can also be customised with highperformance ball-bearings to adjust spin, stamina or looping abilities.

Following the runaway success of Smooshy Mushy, which to the delight of fans is just about to enter season two, comes a new breed of creatures called Smashy Mashy. The collectible range will appeal to lovers of all things gross whilst also giving boys the chance to enjoy slow-rise squishy foam. Smashy Mashy Pets come in yucky slime reveal canisters, with blind surprises packed inside. Collectors can look out for characters who come with their own mystery mates and have a scent that is all their own.

Pomsies are collectible Pom-Pom pets with soft, cuddly fur faces and tails children can wrap around their wrist, hair, backpack, clothing and more. Much more than an adornment, Pomsies are also highly interactive and will tell children when they are happy, sleepy or hungry, by the way they react, the sounds they make or how their eyes light up in different colours. Launching in summer, Pomsies received a tremendous reaction at Toy Fair and will be a must see at Toymaster too.

Big Hero 6 The Series launched in February, and soon fans will be able to collect all the characters with Bandai’s Micro Chibi Figure Assortment or the 12.5cm articulated action figures. The Squish to Fit Baymax line will see kids everywhere squishing Baymax into Wasabi’s vehicle and two different suits. Alternatively, also available are Armour-Up Baymax 2.0 and the Flying and Flame Baymax.

Rainbow Designs 01329 227 300 | www.rainbowdesigns.co.uk Rainbow Designs will be showcasing many of its prolific plush collections at the Toymaster Show this year, including the much-loved Peter Rabbit Movie, Paddington Movie and Classic Winnie-the-Pooh collections.

The Peter Rabbit Movie range features a series of plush toys styled on characters from the blockbuster film. The Movie collection includes a Giant Peter Rabbit, Flopsy Bunny and Peter Rabbit Soft Toys as well as a feature plush Talking Peter Rabbit with phrases that include “More radishes and carrots please!’ and ‘Has anyone seen Mr McGregor?”

The much-loved Paddington Movie range includes two feature plush toys; My Name is Paddington and Talking Paddington.

The company will also have on display its brand-new Paddington Bear Classic collection for 2018. Created from the highest quality fabrics with exquisite detailing, the collection features keychains and bean toys through to the Cuddly Paddington and the premium Classic Paddington with Suitcase and Boots.

2018 marks the 60th Anniversary of Paddington, first created in 1958 by the late Michael Bond. To commemorate the occasion, Rainbow Designs will launch two special edition Paddington characters featuring distinctive anniversary artwork.

Also taking centre stage at Toymaster this year will be Rainbow’s finest Classic Winnie-the-Pooh Hundred Acre Wood collection. The new range of high-quality nursery toys features one of the world’s most famous bears; Winnie-the-Pooh and his loveable friends: Eeyore, Tigger and Piglet.

Firm favourites, Miffy, The Very Hungry Caterpillar and The Snowman, who celebrates the 40th anniversary in 2018, will complete Rainbow Design’s display of classic plush character collections at Toymaster.

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Click Distribution 01604 877 888 | www.clickdistribution.co.uk Click’s stand in the Carriage Suite will feature a wide range of lines, including Worlds Apart’s new Scruff-A-Luvs. The range launches at the end of July and will be supported by a 360 degree marketing campaign including TV, digital, celebrity influencer activity and a partnership with the RSPCA. Meegos, Click’s own IP, launched on 12th April in Sainsbury’s, Debenhams, Fenwick’s, Daniel’s and selected Toymaster stores. The handmade and fair trade crochet collectibles have so far helped over 4000 Bangladeshi women gain fairly paid, flexible and local employment. The range is being supported by a marketing campaign including TV, digital and PR activity, and Click is looking forward to showcasing the full range at the show along with Series 2, when it will also unveil future plans for the brand.

Panini’s 2018 World Cup Sticker Collection has been a strong seller since its release at the end of March. Accompanying this range, and set to bring back fond memories of anyone’s first FIFA World Cup Sticker Collection dating all the way back to 1970, is Click’s own Panini heritage line. Keychains, mugs and Limited Edition Lithographic prints will be available.

Click Distribution has been appointed as the exclusive European distributor for Bendy and the Ink Machine. A popular horror video game with a massive social media following (over 500m views on YouTube and 40m steam impressions), the brand is set to be boosted by its Chapter 4 cross-platform game which launches in October. The line-up of products consists of collectible figures, role play toys, collector clips, plush and more. The whole range will be available to see at this year’s show.

Finally, Bijou Bracelets will be launching on the 24th May. Collectors can interchange and swap their beads to create their own colour combinations. The product will be supported by a digital and social media campaign.

GP Flair 0208 643 0320 | www.flairplc.co.uk

Eduk8 Worldwide 01661 831 080 | www.eduk8worldwide.com

From hit collectibles to master toy licences, Flair has it all on offer at Toymaster.

Grossery Gang is back with the brand-new series Bug Strike, meaning children are ready to battle and defend against the Bug Army Invasion. Whether it’s two flushed Grosseries inside a toilet, the 4-Pack & Launcher, or the 10-Pack & Crossbow, enthusiasts are going to love collecting this new wave of 150 characters.

Then in autumn, the Grossery Gang will be calling upon allies from throughout the ages in a new Time Wars theme.

Voltron has made its explosive debut into the Flair portfolio, backed by heavyweight marketing support. New for the Ben 10 master toy line are the all new Omni enhanced action figures, along with highly articulated and detailed Alien Vehicles. The introduction of Ben-to-Alien transforming Figures will boost the line in July, along with the introduction of foil-bagged mini figures.

Eduk8 Worldwide is an independent family owned, toy manufacturing company, distributing learning toys and gifts all around the world.

Eduk8 Worldwide has been supplying hands on products, both in the UK and internationally, for over 17 years and prides itself on offering exclusive, unique, quality products that are designed to work with the current schools’ STEM & STEAM curriculum. Its products have previously only been available to schools within the mainstream education sector. Now every child has the opportunity to experience its exclusive toys and games that spark the imagination and learning through play.

Product ranges it has to offer include: wooden toys, science toys, pocket money toys and gifts, award-winning traditional outdoor games, playmats, a new craft range and new board and mini travel games. All products are unique and exclusively available only from Eduk8 Worldwide.

A.B.Gee of Ripley 01773 570 444 | www.abgee.co.uk With exclusive Toymaster terms, retail focused products, 24/7 website ordering and next day delivery A.B.Gee is a popular choice in toy and hobby distribution, perfectly placed for the independent or larger retailer alike.

The company’s exclusive range of wooden toys will be on display at the Toymaster show. Tooky Toy has been making a range of high quality durable wooden toys for more than 15 years; all items produced are designed to encourage a child’s imagination through creative play.

The Tooky Toy range is comprehensive, and includes colourful eye catching designs across Infant, Push & Pull, Educational, Puzzles, Music, Furniture, Scene and Outdoor toys.

A.B.Gee is an official partner of Hasbro, Mattel, Character Options, Flair, Tooky, Hornby, Greenlight, Sunstar and Oxford Die-cast and one of the UK’s main distributors for MGA/Zapf, John Adams and Golden Bear, as well as supplying its own exclusive products to the UK.

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www.wilberrytoys.com | +44 (0) 1462 446040 | info@wilberrytoys.com Toy World - Horizontal Half Page.indd 1

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Character Options 0161 633 9800 | www.character-online.com Retailers can look forward to viewing Character’s first ever Pokémon master toy line at this year’s Toy Master show, not to mention a whole a host of trend-inspired and tech-led toys in every category.

Launching in July 2018, retailers large and small should ensure they are ready for Character’s new Pokémon collection. For the first time ever, each Pokémon figurine in the new range will be true to their character scale, with small Pokémon only available in 2” size and larger legendary figures only at the 12” scale. The toy line-up across Figures, Plush and Role-Play categories includes pocket money Clippies, Pokémon Trainer belts, a feature packed Pikachu plush and of course an extensive figurine range, all made with intricate detail.

Also available are Poopeez. These collectible characters with names such as Skid Mark and Turdle, are rolled out in 2-pack toilet roll dispensers which must be carefully unravelled to discover the figures inside.

Also on display will be electronic pet, Teksta. The Teksta 360 comes with all the features of the original; light-up emotive eyes, cute sounds, interaction with other pets and the iconic party trick of a 360 backflip.

This year’s Action Figure of the Year, Stretch Armstrong, will be joined by a new villain. Stretch X-Ray combines the classic stretchy play pattern with a visible skeleton and guts. Further new additions for spring and autumn include a smaller 8” Vac-Man and a new stretchy action- heroine – plus a wide selection of Marvel characters.

Alpha Animation & Toys 01293 804 599 | www.auldeytoys.us Alpha Animation & Toys will be making its debut appearance at this year’s Toymaster show.

Visitors to the stand will be given the opportunity to view Alpha’s full product offering across boys, pre-school and RC. New property Screechers Wild will bring exhilaration to the boys’ aisle. Having launched in February, brand development steps up a level for autumn with the Fossil Fire Playset. Players can race, stunt and win with the Screechers Wild Fossil Fire Stunt Set. The game play encourages children to strategically launch their vehicle at the perfect time to catch the disc, flip over obstacles, and activate the final winning sequence. If they miss, their vehicle will launch into the air and end up stuck in the pit. The set includes a collectible disc and one Screecher vehicle.

Super Wings, the hit pre-school TV Show, continues to go from strength to strength and the brand will carry on evolving into 2018 with new products for autumn. At over 14” tall, Jett’s Super Robot Suit transforms from a free-wheeling vehicle to a free-standing figure, and has lights, sounds and a Transforming Jett Vehicle included.

Jett’s Take Off Tower is also new to the range, offering on the go play as a portable 2-in-1 airport playset. Robot Ready Jett offers interaction, lights and sounds.

RC is at the heart of what Alpha does, and Terra-Sect by Drone Force highlights the company’s ability to bring cutting-edge toys to the category. Completely unstoppable, Terra-Sect rolls, flips and crawls in any direction.

H. Grossman 01416 132 525 | www.ozbozz.com For summer, Grossman is adding to its portfolio of value lines, with over 100 new items joining the range across its pocket money products. It’s always hard to predict what will be the sell-out line for any year, but Grossman is putting its money on the new Twist and Coil Bracelet. Also new, and boasting the biggest range ever, are Squidgies slow rise foam collectibles. A wide variety of designs in subtle and on trend pastel colours means there is a Squidgie to suit everyone; the new unicorn line should appeal to any fan of these mystical creatures.

One of the biggest crazes of last year, Grossman’s slime range continues to offer variety and innovative designs. Unicorn Poo was a sell-out range thanks to mass media coverage on the slime craze, and the company’s range of slime and putty has now doubled in size. The new Genius putty features two-tone mixed colours in various colourways to add a new twist to this line.

The Grow range - eggs which reveal their contents over several days when immersed in water has been a particular success for the company. This year sees the range of Grow Aliens, Dinosaurs and Unicorns treble in size, while prices remain at true pocket money points.

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Seas the d

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Toymaster

Mattel 01628 500 000 | www.mattel.com Mattel brings its dynamic portfolio of toys to the French Restaurant area of the Majestic Hotel, including new launches, products, content and retailer opportunities.

Almost 30 years since Polly Pocket first launched, Mattel is re-launching the brand in the original one-inch micro-scale and compacts that made Polly so popular in the 90s. Also on display will be the company’s definitive Jurassic World toy range, Harry Potter figures inspired by the movie franchise, and Mecard, a head-to-head battle game featuring vehicles that transform into warriors.

Barbie is celebrating the world of cooking with the Barbie Ultimate Kitchen, and a new play set Barbie Rescue Vehicle - introduces a colourful transforming care clinic vehicle to fans. Meanwhile, Hot Wheels is celebrating its 50th Anniversary with The Hot Wheels Corkscrew Crash Track Set and the Hot Wheels City Ultimate Gator Car Wash Play Set. Fisher-Price continues to release innovative products across the infant portfolio. Interactive learning buddies Smart Moves Rockit and Glow encourage children to move and play with learning content that grows with the child, while the Laugh & Learn 3-in-1 Smart Car helps to develop gross motor skills with Smart Stages technology. Also available is the Bright Beats Learning Train, which introduces kids to the alphabet, colours and shapes through age- and stage-appropriate play.

Learning Resources 01553 819 386 | www.learningresources.co.uk This year Learning Resources is launching two new collectible ranges – Playfoam Pals, an extension of the Playfoam brand, and Beaker Creatures.

Playfoam Pals features 12 collectible pods that open up to reveal an animal character encased in Playfoam. The squishy, sculpting material is child friendly, won’t dry out and doesn’t stick to clothing or carpets, making it ideal for indoor creative play. Children can open the Playfoam Pals pods to reveal their surprise collectible, and the heads and bodies can be mixed and matched for endless character combinations.

Beaker Creatures is a new line of science-themed collectibles, combining the thrill of collecting with hands-on science experiments. Children use the liquid reactor super lab to dissolve the Beaker Creatures’ reactor pods, revealing the identity of the hidden creatures. Kids simply drop the reactor pod into the chamber, pump the reactor liquid and watch the bubbling reaction until the creature - which comes from a distant planet - is revealed.

Other new products to be presented at the Toymaster show include Glow-in-the-dark Playfoam, a further extension to the Playfoam brand.

John Adams 01480 414 361 | www.johnadams.co.uk John Adams Leisure will be showcasing a selection of its key ranges at the 2018 Toymaster Show with some great show offers.

Continuing to build on the hugely successful heritage of its creative play craft range, the 2018 portfolio boasts over 20 new and refreshed product lines.

On display at the show will be Face Art. Children can just choose a stamp design, paint it and apply for perfect results every time. It’s easy for parents to apply on their child, for friends to do together or for a child to do by themselves. This new addition joins the popular Blopens range, with a new Puppies and Kittens set alongside the Blopens Glitter Studio.

Following the huge success of Soggy Doggy and Don’t Be a Donkey, John Adams’ range of Ideal branded games is also set to grow in strength and volume this year. New for 2018 is the game Mr Pop, and building on the huge global success of the Soggy Doggy Game, Soggy Doggy’s Friends are squishy and interactive pups with their own personalities.

Also on display will be Hamster Race, a hilarious and adrenalin-fuelled action game, and Grabolo.

The new action games will join classic family favourites Othello, Rummikub and the Rubik’s 2 x 2 - which has a smoother, faster action and over 3,674,160 combinations but only one solution.

Toymaster attendees can be dazzled with the official Strictly Come Dancing Board Game. With challenges and Strictly trivia, there’s something for all the family to enjoy.

Science kit Sparkle Science will be on show, as well as the new Rainbow Science set - which allows kids to create colourful and rainbow themed projects.

Also available will be Power Tracks. Kids can learn the first steps in coding, circuit building, problem solving and planning, as well as sequencing, with the help of Volty, the fun codable robot.

All of the key new launches will benefit from TV advertising and a full PR and social media plan.

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Clementoni 020 3206 1397 | www.clementoni.com New for 2018 is the Baby Clementoni Unicorn - a plush toy for babies from six months. This will entertain little ones with lots of sound and light effects and helps development by teaching babies letters, numbers and colours.

2018 will be the year of the dinosaur with the cinematic blockbuster release of Jurassic World: Fallen Kingdom and Clementoni will to launch its range of Puzzles and Science kits. Each kit will feature differing Dinosaurs which feature in the film with all the tools kids need to excavate and explore the skeletons of each of these prehistoric creatures. In addition, there are four puzzles with a Jurassic World option for adult or child across Clementoni’s recognised concepts – Impossible 1000 piece, Panorama 1000 piece, 250 piece and 104 piece. All puzzles are of the highest quality in terms of materials, cut and print and will offer striking imagery from the film.

The Science Museum range increases significantly for 2018 and Clementoni continues its Mechanical and Robotic offering with the all new Grand Prix Mechanics Laboratory Kit. Kids who are fans of the world of Formula 1 can make 10 racing car models from the more than 200 interchangeable components: from a Formula 1 car with functioning steering wheel, adjustable rear spoiler and rear wheels that can be operated via a differential, through to go karts, off-roaders and lots more.

Re:creation 01189 736 222 | www.recreationltd.co.uk There will be new introductions to Re:creation’s Lego Lights offering. Joining current favourites Lego Star Wars and Lego DC Super Heroes will be classic characters such as Lego Hot Dog Man and Lego Banana Guy. Lego Lights also welcomes the launch of the new Lego Monsters collection, which is packed with Zombies, Witches and Skeletons.

Also available is Magic Tracks, which shows no sign of abating in popularity. The easy to put together track sets, with serpentine-style flexibility, offer great opportunities for retail theatre. The Re:creation team will showcase the Magic Tracks Starter Set, alongside the new Magic Tracks Racer Set with its dual raceway and light-up finish gate. Fans looking to build on their collection will also welcome the extended line-up of single Magic Tracks LED cars, with improved packaging for easier merchandising.

Floof is a captivating range of moldable compound, available in a selection of playsets and themes and offering a range of price points. Included in the range are a 40g Tub on Card pack, Floof Starter Set, Floof Builder Set and Floof Mr and Mrs Snowman set – which includes Floof compound, tools and accessories.

Cobi +48 17 788 9275 | www.cobi.eu Cobi has been producing high-quality construction blocks for over 20 years. In addition to being entirely produced in the European Union and having all the necessary certificates and safety tests, the blocks are designed with passion and attention to the smallest details. Cobi is best known for its series of military replicas and its Historical Collection, which consists of extremely detailed models of tanks, ships, planes and other vehicles and armament from WWII. The company’s collections feature replicas from both the Axis and the Allies.

In April 2018, Cobi launched the first models of its new series, The Great War. This collection commemorates the 100th anniversary of the end of World War I. The new collection from Cobi features such models as the Mark I tank and the Red Baron. Numerous other models are forthcoming and will feature the same detail, history and passion found in all its other models.

Cobi aircraft models is one of the most popular products categories. The models are high quality with detailed and attractive designs. In addition, pilot figures, moving parts such as propellers, and wheels which can be placed under the chassis like in a real plane, make the kits not only a fun kids toy but also an adult collectible. Adult collectors and history buffs are some of the most active customers of Cobi. At Cobi, each model is examined in-depth for detail and historical accuracy and will satisfy even the most demanding enthusiast.

The sets are not only fun to build, but also educational.

The Cobi Historical Collection includes several WWII aircraft including the Supermarine Spitfire Mk.IX, North American B-25B Mitchell, Hawker Hurricane Mk I, Bf 109E, Ju 87-B Stuka, De Havilland Mosquito Mk.VI and its most popular, the Vickers Wellington Mk. IC.

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Orchard Toys 01953 423 422 | www.orchardtoys.com Orchard Toys is launching three new lines this May at the Toymaster show, as well as a fresh redesign of its popular What a Performance game.

These new lines include Superhero Lotto a superpowered matching and memory game; One Dog Ten Frogs, a giant floor activity, counting and memory game; and joining Orchard Toys’ first puzzle range is Dinosaurs, a collection of six chunky 2-piece dinosaur puzzles, which are perfect for little hands. Children from as young as 18 months will enjoy matching the friendly and colourful dinosaur characters.

Toymaster

Magformers 08000 385 195 | www.magformers.co.uk Magformers has pioneered the development of magnetic geometric shapes that combine using the power of built-in magnets to make 2D and 3D structures. The neodymium magnets are encapsulated within the edges of each ABS plastic piece and rotate freely in any direction and therefore always connect to each other - regardless of their position - when two Magformers are brought together.

Magformers has a strong focus on STEM and STEAM toys across its 2018 range, and new in its Hi-Tech Line category this year is the Sensor Block Set. Models can be brought to life using remote-controls and three different sensor blocks, which are activated by sound, light and movement.

Kids can make models like a car, robot or dinosaur, add the power block, then move them by attaching one of the three USB sensors. The motion sensor simply requires a wave of the hand to set the model in motion. Children can also swap to the light sensor and watch their model go when the lights are turned off. They can also change sensor again, clap their hands and the model moves off.

Endorsed by Fundamentally Children and the Good Toy Guide, Magformers toys foster brain development and develop scientific and mathematical thinking through creative play. The company has won more than 50 international awards and was a finalist in the prestigious Toy of The Year Awards 2018.

Magformers offers retailers a wide choice of POS designed to showcase the product to its fullest in-store. This includes play tables and chairs, UK-engineered cardboard floor displays and innovative ‘press and play’ video screens.

Juratoys 020 8878 2133 | www.Alexbrands.com Juratoys has a lot to offer Toymaster retailers at this year’s show. The company is looking forward to showing off its 2018 collection and taking the opportunity to meet with Toymaster members and visitors from across the country.

This year Juratoys has launched over 200 new products, and the Alex collection has seen new and improved packaging design. Bath toys is an area of focus for Juratoys with huge potential and is a great introduction to Alex products for those less familiar with the brand.

From January this year, Juratoys has picked up distribution of the Comansi licence for the UK. The company has already experienced many success stories with this brand and feels that it is a strong opportunity this year for retailers.

Juratoys will also be exhibiting some attractive instore display solutions, as well as highlighting ongoing deals at the show.

The Source Wholesale 01306 646 885 | www.thesourcewholesale.co.uk For the first time ever, The Source will be exhibiting its toys at the Toymaster show.

The Source is a rapidly-growing toy, gift, and gadget creator.

Brands like the Professor Pengelly range (bringing oozy fun in form of sand, slime, and putty) as well as Waboba, Treat Factory, Construct and Create Kits, Bright Bugz, Swingy Thingy, Kreepie Krawlies, RED5 RC lines, and Jelly Belly will be on display at the show. The Source will also be bringing some exclusive offers to the exhibition for retailers.

Winning Moves 0207 262 9696 | www.winningmoves.co.uk New from Winning Moves is the new Friends Top Trumps, from one of TV’s best-loved sitcoms, which includes moments like the laugh out loud Holiday Armadillo, to the hilarious giant poking device and Monica and Ross’ unforgettable dance routine.

Players can test their trivia from Season 1 right through to Season 10 with the new Friends Trivial Pursuit 600 questions based on favourite Friends’ moments. This game is perfect for on the go, requiring no board and packaged in an easy to carry bitesize wedge case.

With the long-awaited Friends Monopoly, players choose one of the exclusive tokens which are iconic to the gang: Joey's pizza, Rachel’s handbag, Ross’ dinosaur or even Phoebe’s acoustic guitar. They then “pi-vot” round the board, collecting all their favourite Friends episodes.

New Top Trumps include Rick and Morty, The Independent and Unofficial Guide to Minecraft, Gold World Football Stars and many more.

At the Toymaster show there will be special show offers – 5% off £500 orders & 10% off £1000 order deals at the show, one-drop delivery (terms & conditions apply).

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Visit Funrise at this year's Toymaster show 15th-17th May Email: JamesDixon@Funrise.com /FUNRISETOYS © 2018 Funrise. All Rights Reserved.

Phone: 01908555640 ©2018 Hasbro. All Rights Reserved. Licensed by Hasbro.

Allegedly

There are a couple of recent moves to report; Keith Grafham has parted company with Green Board Games, Mattel CEO Margo Giorgiadis has announced that she will be leaving to join Ancestry.co.uk, Wendy Hill has moved on from her role as director of brand activation at Mattel, while media guru Mike Frost has left the Generation Media Group. Mike is one of the most knowledgeable, perceptive people I know in the toy market - and one of the nicest. We wish him all the best in his courageous fight against the serious illness he is battling, and with whatever work projects come next. Finally, Sarah Strangeways is no longer with Beales; if Alanis Morisette is thinking of updating her song ‘Ironic’, this may be a contender for a verse in the new version…

I’m not the only person who has been singing the praises of UK retailers - specifically The Entertainer and Smyths in recent weeks; in an interview with Fox News in the US, MGA’s Isaac Larian singled out both retailers as examples of thriving specialist toy retail operations. It’s nice for the UK to receive international recognition in this way, and it shows that we lead the way in sustaining a vibrant, diverse toy retail landscape. It may not feel that way to some people sometimes, but when our leading protagonists are being held up as shining beacons of excellence on a global level, I think we should all be proud…

The hash tag #whereisdavehiding has been trending, as TRU CEO ‘Dodgy’ Dave Brandon appears to have disappeared off the face of the earth. Presumably, as the old nursery rhyme says, “the king is in his counting house, counting out his money.” For while Dave got a huge retention bonus for basically doing his job (poorly one might argue…), more suppliers have come forward to complain that they had been encouraged to ship millions of dollars of goods only days before liquidation was announced. Indeed, the suggestion has been made in some quarters that TRU has used ‘free’ stock from unsecured creditors to pay secured creditors. Essentially, it is in the process of liquidating goods it never paid for.

Truly shameful. I would stress, though, that I attribute no blame to individual TRU buyers; I have no doubt that they were being misled by their senior management team into believing everything would be ok. But Dodgy Dave must have known what was about to happen…

Over in the US, President Trump has reignited his battle with Amazon; currently, it remains a war of words alone, but given the President’s unpredictability, it could yet escalate into something more concrete. Like many Brits, I have struggled to comprehend the logic of much of Trump’s rhetoric and his increasingly random policy threats, so it’s quite a novelty to find myself in agreement with him. My concerns with Amazon are well-documented, and while the retailer is certainly not going to go away, any move to level the playing field to make it a fairer fight for bricks and mortar retailers is fine in my books. Trump has also thankfully left toys off the list of 1300 new tariffs being introduced in his fight with China, which I’m sure has come as a huge relief to the US toy community. Two positives in a month is surely as good as it’s going to get for Trump; he’s bound to do something crazy any minute (spots the announcement about Trump threatening to start WW3 and smiles wryly – normal service is resumed) …

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Shop Direct made headlines for all the wrong reasons, when it announced the future closure of three of its warehouses in Greater Manchester, with the loss of up to 2000 jobs. Softening the blow slightly, a new high-tech warehouse is being built in the Midlands, which will employ around 500 people. However, the net loss of jobs is regrettable. I’ve read suggestions that the move is as much about stripping out cost to prepare for a sale of the business as it is about modernisation, but that is purely speculation at this stage…

I gather that Euromonitor has closed its licensing division, while Step2 has canned its international business in the wake of the demise of Toys R Us, deciding instead to focus its resources on the domestic US market.

Euromonitor’s move is perhaps understandable - I’m not sure the licensing business ever needed (or indeed, could afford to support) two competing information providers, and NPD is undoubtedly the better option. In the case of Step 2, I doubt it will be the last toy company to pull the reins back in temporarily. It’s not for me to say whether the move is sensible or premature; TRU was certainly a key player in the outdoor category, and its demise will probably impact this sector more than most.

But I am sure that other retailers will be actively exploring opportunities to fill the gap. I guess if a few companies choose to retrench, it just leaves more opportunities for those that are firmly committed to the UK market. Those of you who have read my musings over the years will be well acquainted with my unwavering conviction that every economic cycle – good, bad or somewhere in between– produces both winners and losers. You can still lose in the good times and win in the bad times…

Media reports have suggested that Mothercare is considering a CVA. The news comes so soon after the appointment of new CEO David Wood that I can only imagine that he was brought in with full knowledge of the plan; otherwise, that would have been a rather awkward conversation when he turned up to work on Monday morning. Up to a third of Mothercare’s 143 stores are said to be at risk, so I’m sure that suppliers and rival retailers will be following the situation closely.

The sudden departure of Mothercare CEO Mark Newton-Jones came as a shock to many. The board clearly ran out of patience, deciding that - having given him four years to turn the business around - things were not moving fast enough for their liking. In a ‘don’t let the door hit you on the way out’ moment, Mark was instantly dismissed from his post – by all accounts he had no idea what was about to happen when he arrived at work that morning. The appointment of his successor David Wood, who has a strong track record with Tesco and Kmart amongst others, has been unanimously welcomed. He has some tough challenges ahead, so we wish him well; the toy community has had enough turbulence for one year and it would be good to see Mothercare finally heading in the right direction. Chairman Alan Parker has also departed, with Clive Whiley appointed interim executive chairman.

Hopefully that will be the end of the revolving door situation for now at least.

The Puppet Company Ltd.

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We are a UK based Design & Wholesale company supplying over 1000 high quality puppets and soft toys of all shapes and sizes! Have a puppet - Have fun!

www.thepuppetcompany.com Tel: +44 (0) 1462 446040

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Speeding into the UK in 2018!

Drive your imagination UK contact: Kingsley Li • Kingsley.li@goodbabyint.com • +44 798 6971 902

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