Toy World Magazine January 2021

January 2021 Volume 10 Issue 5

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The Team...

CONTENTS January 2021 Volume 10 Issue 5

John Baulch

50 Special Feature: Toymaster

62 Special Feature: Toys“R”Us Asia

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

Mark Austin

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

Anita Baulch

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

Features

News/Opinion Regulars N 09 From the Publisher 10 News 20 Industry Moves 30 Marketing World 41 Talking Shop 138 Licensing World

50 Special Feature: Toymaster 58 Retail Profile: NPD 62 Special Feature: Toys“R”Us Asia 76 Special Feature: Mattel 82 Company Profile: MGA 116 Hot Properties 151 Feature: Show Off 280 Virtual Showroom Guide

28 Letter from america 32 Generation Media 36 NPD column 68 Touching base - Brexit 104 Viewpoint 290 Touching base Virtual Showrooms 306 Allegedly

Contributors The NPD Group | Mark Buschhaus | Stephen Barnes | Jonathan Chambers | Asha Bhalsod Tristan Brooks | James Ford | Sam Muxworthy | Amy Holden | Rick Derr

Rachael Simpson-Jones Editor rachael@toyworldmag.co.uk 01442 502 406

151 Feature: Show Off

82 Company Profile: MGA

Lisa Currie

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

Alakat Published by

Mark Crowford

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

www.toyworldmag.co.uk @toyworldmag @baulchtweet

toyworldmag

Toy World 7

Toy World Magazine

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

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appy New Year to you all. Finally, we have been able to wave a less than fond goodbye to 2020 - the most unusual and challenging year I imagine any of us have ever experienced, either personally or professionally. Now we can look forward to a fresh start. 2021 will unquestionably bring its own unique set of challenges, but we got through 2020, and I am sure we’ll rise to the occasion again this year.

Let’s be honest, January is going to be very strange this year. Normally, just as my New Year’s Eve hangover is subsiding, I am heading to Heathrow to board a plane for Hong Kong, the start of the whirlwind six weeks that traditionally make up Toy Fair Season, which also takes in Olympia, Nuremberg and New York. This year, the toy community will get to experience January in the same way the majority of the population does.

from the publisher

John Baulch - @Baulchtweet

However, there are some compensations: for starters, this year you’ll have more time to digest the contents of the weighty tome you hold in your hand.

Just as the toy industry bucked the prevailing retail trend in 2020 by posting nothing short of remarkable sales figures, so our January issue has managed to achieve something I would never have thought possible – we have a bigger issue than last year, when there was still a London Toy Fair to preview!

It’s yet another example of how 2020 often proved to be wholly counter-intuitive. Time and time again, preconceptions were well and truly challenged and, individually and collectively, those of us fortunate enough to ply our trade in the toy market somehow managed to triumph over extreme adversity. It was tough slog at times, but we got there in the end.

On the positive side, we enter 2021 on the back of a growth year – and how many people thought we would be saying that when the pandemic first took hold 10 months ago? Although we didn’t know the final numbers at the time of going to press, NPD suggests in this month’s column that the UK toy market was estimated to end the year at around +5%. Given everything that happened last year, that is a truly remarkable performance which few other retail channels matched. That result gives us a great springboard as we enter a new year.

The absence of Toy Fairs is going to complicate the traditional buying and selling process, but the toy industry showed last year that it is resilient, flexible and adaptable. One thing is for sure: there is no shortage of new product being launched for 2021.

The key now is to get it in front of buyers – and we’re delighted to play our part. You’ll find a cavalcade of

Toy World 9

new launches in our Show Off section, which starts on page 150 – where the leading lights of the UK toy supplier base have detailed their new introductions for you to pore over. Grab a coffee and a pack of biscuits – or even a beer or two – and take a look at all the new and exciting lines (and line extensions) being introduced this year.

Spare a thought, too, for those new companies trying to break into the toy market: arguably they will feel the loss of the Toy Fairs even more keenly than those companies that have ongoing partnerships with toy retailers. So, I hope you’ll keep an eye out for some of those newcomers as you make your way through this issue – maybe some of them will have just the thing to freshen up your shelves or online pages this year.

Product is king, just as it is every year – but there is so much more to read in this issue. With the early year Toy Fairs either cancelled or postponed, we are not only missing out on the opportunity to see new product launches in the flesh; another invaluable part of the traditional toy fair experience is the chance to network and exchange ideas and opinions with industry peers. So, we have gone the extra mile in recent months to seek out the very best interviewees and contributors – we wanted to get their thoughts on the year ahead, as well as assessing how the toy trade has evolved over the past year. So, I’m delighted that this issue includes exclusive articles featuring a host of toy community luminaries - Neil Bandtock, in his very first interview since taking the helm at MGA UK; Michael Hick and Kelly Phelp from Mattel UK; category leaders Rubies and Geemac. On the retail side, ThreeSixty Group’s Jan-Eric Kloth talks about the way that FAO Schwarz has adapted the experiential retail experience in the Covid climate, while we also spoke to Toys “R” Us Asia’s Jo Hall, who found herself in the eye of the storm just over a year ago, when the pandemic first hit Asia. They each have fascinating things to say about navigating the challenges of 2020, but there is a common thread running through each article – boundless optimism for 2021.

The toy community has always benefitted from a positive outlook and an abundance of creativity. We’re going to need those traits more than ever this year.

But I am confident that the toy community will deal with whatever comes its way. For now, enjoy your first glimpse at some of the brand new products which will be making children and parents smile in 2021 – and keep an eye on future issues and our website for all the latest news and information as it becomes available.

News Shipping rates and port congestion cause concern for suppliers Container rates from China to the UK soared to $7500 in December, with a 40HQ costing up to $9000. This massive increase in price is causing huge headaches for UK suppliers in the short term.

However, some comfort was offered by sourcing specialist Ger Murphy, who is based in Hong Kong. His company Vantage Choices supports international toy companies importing from China. He commented: “$7000 to ship to the UK is off the chart – people tend to complain about paying $4000. Personally, I think those rates need to be challenged. The cause is that shipping lines have dry docked vessels to fill the ones they have. As a result of empty containers sitting in Europe and USA, there is a lack of containers in China, which is driving the price up. It’s very much a short-term problem, as the containers are now coming back - everyone is paying for the transport cost to return the containers in their freight rates.”

Although potentially a short-term challenge, this is yet another major logistics headache for suppliers to contend with, on top of existing chaos at UK ports and Brexit. But suppliers and retailers who are left sitting on stock after Christmas may not feel as bad about it as they traditionally would.

Some people have gone so far as to question whether this situation could lead to suppliers reconsidering their supply chain strategy, and even moving production away from the Far East, but as Ger points out: “This is just not commercially viable. I believe this is a one-off freak increase: to move production would take 5-10 years and would involve huge investment and much higher production costs. Suppliers just need to ride out the next four months.”

As well as ongoing concern over the shipping companies’ approach, pricing is not the only challenge facing importers, with ongoing congestion and hold-ups at UK ports leaving many shipping lines unable or reluctant to attempt to dock.

UK launch unveiled for Interplay's hit range Snap Ships Snap Ships, an innovative new building system that lets constructors create awesome spaceships, combined with a 360-degree play experience, has been a big hit since the range first launched in the US in summer 2020. With millions of YouTube views of the Snap Ships: Dawn of Battle Web Series, an impressive and growing fanbase comprising adults as well as young enthusiasts, and outstanding reviews, Snap Ships is becoming one of the hottest new building systems to play with. Coming to UK retail from autumn/winter 2021, Interplay UK (owned by Playmonster) is now inviting customers to book an exclusive preview of this exciting new range.

A collectible, durable and versatile modular building system that stands up to action play, and with multiple build options in each set, players can build, battle and display an array of cool spacecrafts. The property merges three of the biggest play patterns — building, action, and vehicle play.

Designed for kids aged eight and up, the new fleet launches across a range of price points to meet all budgets. Each build option comes with a mysterious UJU tech piece, which holds special value, hidden inside the box. A free interactive app, designed to complement the toy line, brings the ships to life with detailed Augmented Reality features, and includes digital building instructions for the kits as well as custom ship ideas.

Readers are advised to contact the Interplay UK sales team to discover more about the range by calling 01628 488944 or emailing trade@interplayuk.com.

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News Character's year end results reveal £5m profit and positive outlook for coming year The Character Group has published its results for the year ending 31st August 2020. Despite the challenges of the pandemic, the group traded satisfactorily, reporting a profit before tax for the full year of £5m on turnover of £105m.

Having maintained operations throughout the year to preserve the business-critical functions of the group, and to fulfil demand for its brands and products over the lockdown period and beyond, the business says it is in a strong position to move forward across all the markets in which it operates.

On the topic of Brexit, the group's 2018 acquisition of Proxy ensured the uninterrupted continuity of the group’s UK operations and its cross-border business with the EU. The mainland UK business will be unaffected by the changes following Brexit, as the imports of its inventories are from the Far East.

Fresh collections for the trading period included new distributor lines, as well as some key brands developed in house.

Among the highlights are Gotta Go Flamingo, which joined the Little Live Pets range, Squeakee the Balloon Dog and Laser Battle Hunters.

The strength of the portfolio was also seen in the awards and top toys lists of the year. Three of Character’s hero toys for 2020 were selected for the DreamToys Dream Dozen - Peppa Pig’s Shopping Centre Playset, Laser Battle Hunters and the Pokémon Carry Case Playset - while five further items were named in the supplementary lists.

The published results ended with an outlook for the next financial year, which concluded: “The group has developed an exciting and innovative line of new products. Trading in the lead up to Christmas 2020 has been significantly ahead of the previous year’s sales, and the prospects for the current financial year ending August 2021 are looking extremely positive.”

newsanalysis

Jazwares delves deeper into the plush category Since launching in summer 2019, Squishmallows’ ultra-soft texture and unique personalities have made them popular with kids of all ages. In 2020, sales accelerated over the spring and summer months due to the growing trend for tactile products and an expansion into new SKUs, with the launch of reversible Flip-A-Mallows and multiple larger scales. By the end of the year, sales had reached over 2m units in the UK alone and Squishmallows was the fifth biggest new toy brand according to NPD. This year, Jazwares says it will delve even deeper into the plush category with the roll-out of a new brand extension that will become the UK’s first-ever all-plush play set.

Holly Oldham, managing director for UK and Nordics, said: “Squishville offers everything that kids love about Squishmallows - the soft texture, personalities and collectability - and then provides a whole world for those characters to live in, with environments, vehicles and accessories to enhance playability and bring the toy brand to life in a totally unique way. With a marketing and distribution strategy clearly delivering growth in the plush category, Squishville looks set to become the hottest girl’s collectible brand of 2021.”

The acquisition of LA-based toy firm Kellytoy in early 2020 has seen Jazwares strengthen its position in the plush market and fully leverage the strengths of both companies to position itself as a leading supplier. Significant investment in Squishmallows has propelled it from best-selling toy line to global plush favourite, with numerous extensions in development to sustain the brand’s success.

Jazwares’ other popular plush brand, Petooties, launched in 2019, and last year sold 500k units in the UK alone. Offering the comfort of plush and desirability of a collectible range, they also tapped into the popular lockdown trend for owning a family pet. The plush comes in an assortment of animal SKUs, with the dog range performing best. Social media was ignited recently by a PR campaign featuring an array of celebrity families and influencers creating content showing their kids and their Petooties, which gave the brand valuable endorsement.

Petooties and Squishville join many other plush brands in Jazwares’ growing portfolio. The new and soon-to-be-launched plush Hug a Pet and Cuddle & Co. brands are poised for launch in 2021.

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News MGA unveils limited-edition L.O.L. Surprise! MGAE Cares doll As part of the MGA Entertainment (MGAE) Cares programme, the company is donating a portion of the sales from its new limited-edition L.O.L. Surprise! MGAE Cares Frontline Hero doll to a number of children’s hospital charities around the UK and Republic of Ireland.

The hospital charities include Birmingham Children’s Hospital Charity, Royal Manchester Children’s Hospital Charity, Glasgow Children’s Hospital Charity, Children in Hospital Ireland and MGA UK HQ’s local hospital, Milton Keynes Hospital Charity.

Each hospital will receive a monetary donation, equivalent to £1 per doll sold, helping to fund much-needed medical equipment and resources for children’s wards. In the case of Children in Hospital Ireland, the money will help support the hospital's charity work across the ROI, including its play schemes and advocacy efforts.

The L.O.L. Surprise! MGAE Cares Frontline Hero doll has been created to help children understand the importance of current health and safety measures during this time. Dressed in a white lab coat, the doll comes complete with a signature mask accessory sticker and a special MGAE Cares heart sticker.

MGA Cares is a global effort, started by MGA Entertainment's CEO, Isaac Larian, in April 2020, to provide essential support and personal, protective equipment (PPE) to healthcare workers and healthcare facilities on the frontline of the fight against Covid-19.

Endless LLP supports management buy-out of Amscan International It has been announced that Endless LLP, a UK based private equity investor, has reached an agreement with Party City Holdco to acquire a substantial portion of its international operations, Amscan International.

The management buy-out has been led by Amscan International’s existing management team of Gary Panons (CEO) and Joe Hennigan (CFO/COO).

The acquisition includes Party City’s international wholesale, retail and eCommerce businesses in the UK, Europe, Australia and parts of Asia. In addition, the Everts latex balloon manufacturing plant is included in the transaction and a joint venture will be created between Amscan International and Party City for the product development, manufacturing and sourcing of costumes in Asia and Africa.

Amscan International plans to extend its market leading position, utilising its diversified business model across manufacturing, wholesale and retail across the commercial markets of the UK, Europe, Australia and Asia.

Amscan International will continue to partner closely with both Party City and Amscan US, the transaction allowing Party City to focus their time and resources on their North American retail and wholesale operations.

Exclusive distribution rights for Amscan International of Amscan and Anagram branded products into markets outside of the Americas will continue as they do today.

newsanalysis UL reminds suppliers of key Brexit obligations from January Staying abreast of market entry requirements is more important than ever as the regulatory landscape in the UK and EU continues to evolve rapidly. Here, UL reminds toy brands what they need to know from a compliance and legislation perspective, whether importing into, or exporting from, Great Britain to the EU or to the European Free Trade Association (EFTA) markets.

UL can provide information to help guide suppliers through the main implications for their business. Richard Smart, UK site lead for UL’s Consumer and Retail Services, comments: “The good news is that as of January 1st, 2021, the standards and requirements that we utilise for the compliance of toys and children’s products will change very little between the UK and EU. This means that you don’t have to re-test or reassess your products. What you will have to do is to consider that as of January 1st, Northern Ireland won’t be part of the UK, and for all intents and purposes it will remain part of the EU. In addition, you will have to be ready to change your documentation and the information accompanying your products.”

Richard suggests the following point to consider: • Updating names and addresses to ensure that both EU and Great Britain names and addresses are present for the relevant markets • Applying the UKCA (United Kingdom Conformity Assessed) marking when needed • If the company doesn’t have an EU representative or importer, make sure the person taking on the importer role knows what she/he needs to do • Updating the Declaration of Conformity (DoC) so there is a UK version and an EU version. The UK version should reference BS EN standards and the EU version should reference EN standards. Both will be essentially the same as of January.

The UK Civil Service and Department for Business, Energy and Industrial Strategy and the Office for Product Safety have provided overviews and information since September 2020. This includes useful overviews and on-demand webinars with key information on specific product categories, so that businesses can familiarise themselves with these tools.

Richard added: “No one can yet predict if there will be potential divergences of requirements between the UK and the EU in the future; however, we strongly recommend that businesses in the toy and children’s product industries monitor and keep updated on the changes by subscribing to UL’s newsletter.”

The newsletter can be found at https://connect.ul.com/pulse.

If you wish to know more about UL’s services, and for questions about Brexit, please visit CRS.UL.com, contact us in Basingstoke at UL.CRSenquiriesUK@ul.com or call +44.1256.312.100 to arrange a virtual meeting.

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News Rakesh Kakaya to join Miko as chief sales officer

Covation Holdings to launch Huffy products in the UK

Miko, a global leader in consumer robotics is being joined by Rakesh Kakaya - who takes up the role of chief sales officer.

Rakesh's appointment will strengthen Miko's leadership team and assist the company's growth.

As the new CSO, Rakesh will lead the company, bringing his skills and innovative business strategies, including experience in implementing commercial and channel strategies that drive top-line growth and improve market share. With over 23 years of industry experience with Marvin’s Magic as a sales director, Rakesh's valuable expertise includes proven success in developing multi-disciplinary teams, and executing strategies that achieve results through smart and hard work.

“Rakesh coming on board further reinforces our core team as we continue to build a global deep tech consumer company,” said Sneh R. Vaswani, co-founder & CEO at Miko. “We remain committed to bringing highly differentiated, high value solutions that go beyond regular products, and push the limitations of technology one step at a time.”

The company’s current flagship product, Miko 2, is a playful learning robot that engages, educates and entertains kids. It offers a replacement for screen-based devices and focuses on learning and development of the child. It also hosts a powerful marketplace on which third-party partners can promote their content.

Covation Holdings Limited, the global manufacturer of multiple wheeled goods brands, has announced the expansion of its global footprint into the European market with a new UK sales hub for outdoor bicycle brands Huffy, Royce Union and Buzz E-Bikes.

Led by EU general manager, Jon Tilley, the company will focus on driving brand awareness across European markets, while working with retailers on import programmes and exclusive bike ranges. The company’s global manufacturing base is well placed to support the supply of bikes to both the UK and broader European markets.

"I am thrilled to lead the expansion of our brands into these strategic markets, creating new, long-lasting relationships with retailers and dealers here in the UK and EU,” commented Jon Tilley. “The European division will build on more than 125 years of industry-leading innovation and will support the company's continuous efforts to provide quality products and a positive impact in communities where we live and work.”

A full domestic offering of Huffy kids and adult bikes, as well as kid scooters, battery ride-ons and thrill rides, will be in stock and available for purchase beginning in April 2021. Starting in January 2021, the company will begin virtual product previews with retailers on the new ranges across all the brands and categories. Retailers seeking to carry the new brands for sale should contact Covation’s EU team to arrange meetings.

For more information or to place inventory orders, please contact sales@ covation.uk.

Golden Bear invests in new digital facilities and team members

Emily Swinnerton

Golden Bear has completed a further expansion and investment programme which has brought new digital facilities to its Telford head office, as well as the recruitment of a team of digital marketing executives.

The company has invested over £150,000 in the creation of purposebuilt office space encompassing a video and photographic studio and editing suite, plus state-of-the art meeting and video conferencing facilities. The investment has been part funded with help from a grant programme supported by the Marches Local Enterprise Partnership through their Marches Building Investment Grant Programme (MBIG).

“With the help of this vital support we have been able to move forward with our growth ambitions and enhance our facilities for the future,” said Barry Hughes, managing director. “The new digital suite means that we can now produce top class photo imagery and online assets in-house to support our products at retail.”

Two new specialists have also been recruited to strengthen the Golden Bear digital team. Emily Swinnerton is the firm’s new digital assets coordinator, while Rachel Longstone joins as digital marketing executive.

“With the acceleration of online retail we have seen post-Covid, we are delighted to have appointed Rachel and Emily, allowing even more resources to be concentrated on this burgeoning sector,” added Barry.

“Their experience and skills will allow us to service our retailers’ needs better with even more innovation, agility and efficiency.”

Rachel Longstone

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News Fence Club continues to raise valuable funds for children’s charities despite cancelled functions Toy industry charity organisation The Fence Club held its first-ever virtual AGM via Zoom before Christmas. Over 50 members managed to master modern technology in order to attend the virtual function, including new members Frankie Lisle (Lisle Licensing), Stuart Grant (The Entertainer) and well-known sales agent Ian Faulkner. During the event, a minute’s silence was held for three Fence Club members who passed away this year: Paul Cassidy, Phil Green and Les Nurse.

Current chairman Philip Richardson agreed to continue as chairman for an additional year, in order to complete his chairmanship of the functions that had to be cancelled due to Covid. This means that Character Options’ David Bramford will have to wait another year to take on the role of chairman. In addition, a new general purposes committee was elected, including – for the first time – two female members: Flair’s Nicola Bergot and Jacqueline Taylor-Foo. Those familiar with the workings of the Fence Club will appreciate that this means the Club will have a female chairman for the first-time ever, within approximately five years.

The Fence Club traditionally organises several functions throughout the year, at which its members and their guests meet up to enjoy good food and raise money for a range of deserving charities which help underprivileged children in the UK. Despite being unable to hold any functions since Toy Fair this year, the Club has continued to support its longstanding charity partners, although the absence of functions inevitably had a major impact on charity donations last year. An appeal for contributions from members at the AGM by charity secretary Joe Kissane, aiming to replace the donations that should have come from the Wall Members Lunch, Christmas Ball and Toy Fair Party, was met with a tremendous response. Over £51,000 was donated by members in a matter of days, in order to help the Fence Club continue the good work it does with its charity partners. If any other toy companies or individuals from the toy community, either here in the UK or across the world, would like to support the charitable work of the Fence Club, donations can be made via its Just Giving page.

Haba set for growth in UK market

Obituary: Glyn Davies

To build its presence in the UK toy market, Haba has appointed Amaroni as the British sales distributor for its toys and games.

The German-based toy manufacturer plans to build on its presence in the UK toy market and has the partnership with Amaroni will be effective from the end of 2020. Over the last year, Amaroni has been the UK sales agent for Haba and will now take the next steps towards further business growth for Haba through enhanced nationwide representation.

Established in 1938, Haba has come a long way from its roots as a wooden block toy manufacturer and currently has a presence in over 50 countries globally. Whilst wooden toys remain at the heart of the company's extensive range, the organisation has diversified its offering significantly and nowadays its catalogue showcases over 2,000 educational toys and games.

Ongoing innovation and improvement deliver over 400 new products each year, and all bear the hallmark of quality, safety and sustainability of materials that Haba has a reputation for.

Haba and Amaroni are both fully aligned in their priorities to offer quality toy products that bring joy, inspiration and creativity to learning, and it is of great importance to both organisations that this is achieved in a socially and environmentally responsible way.

For further information, please contact Amaroni on 01205 260 384 or visit www.amaroni.com.

Toy World is sad to report that Glyn Davies passed away in Liverpool on November 20th, after catching coronavirus. Glyn had turned 70 in July.

Glyn worked in the toy trade for many years as a rep and national account executive for several toy companies, including Blue Box, Rainbow, Mondo and Fisher Price. His final role of a long and distinguished toy trade career was at Bandai.

Julian Boyers, former managing director at Bandai, commented: “I was deeply saddened to hear of Glyn’s death, which happened very quickly and unexpectedly. I had known Glyn for many years and made his acquaintance while attending numerous stock rooms and trade shows in our early toy careers. Glyn was quite an extrovert, always ready with a joke (I remember him turning up at Manchester airport, en route to New York toy fair, wearing a pair of flip flops, as if to go on the beach) or to recount a story. Together with a lively personality, this made him a natural salesman. Apart from his love for his family, his other lifelong interests were Tranmere Rovers and visiting the casino for a flutter at the tables. Glyn was another character that the toy trade will miss but never forget.”

Our thoughts are with his family – his wife Liz, daughters Lisa and Rachael and granddaughters Amelia, Sophia and Emily.

Toy World 18

The Ty brand is instantly recognisable and known for its amazing quality at affordable prices.

We are the number one plush brand in the world, and we are so excited to announce the launch of our newest range Squish-A-Boos!

This adorable collection has an amazing and unique texture that is super soft and cuddly.

Give them a squeeze and you will be friends forever.

For UK sales contact: sales@tyuk.co.uk

Tel: 023 9387 6600

Industry Moves DKL-Beysal welcomes Sharon Gaskin

Kids International Marketing appoints Nigel Deacon

Sharon Gaskin joined DKL-Beysal on 1st December as national account manager. Managing director Terry Crew told Toy World: “I am delighted that Sharon will be joining us, it is great to be able to welcome someone with her level of experience to the team. Sharon is well-known throughout the toy retail community and her appointment is an important part of the company’s expansion plan for 2021 - we’re looking forward to having her on board.”

Sharon added:” I am delighted to be working with Terry and Garry again, and I’m looking forward to catching up with our customers over the coming weeks.”

In October, the company - which distributes ranges such as Hama Beads, Breyer and construction toy Plus-Plus in the UK - celebrated its one year anniversary as DKL-Beysal.

Terry Crew told us that, despite the difficult circumstances the last few months have brought, DKL-Beysal is delighted with the success of the first year of trading and is looking forward to 2021. "With Sharon's help, we will continue to drive our existing brands whilst introducing many more exciting lines,” he added.

The company's ranges can be viewed on www.dkl-beysal.uk.

Kids International Marketing has strengthened ITS sales team with the appointment of Nigel Deacon to manage national accounts. Nigel joins from Acctim, where he was head of sales.

Nigel brings extensive experience of the UK’s toy and gift sector, having covered the retail and wholesale markets for over 30 years. Nigel joins Wendy Wood (UK sales manager) and McCabe Marketing & Sales, which manages the company’s business in Ireland.

Commenting on the appointment, Kim Carter, international sales management, Kids International Marketing, said: “We are delighted to welcome Nigel to the team, and are looking forward to seeing his considerable experience strengthen our offering as Kids International continues to develop."

The K.I.M. UK team is gearing up for 2021, focused on its quality brands which include Quercetti, John GmbH and GeoPuzzle. Further announcements of new, exclusive distribution partners that the team will be working with are expected shortly.

For further information, contact Kim or Corrinne Carter by email at kidsinternationalmarketing@gmail.com or call 07770 661461.

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

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

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

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

• • • • •

Key Account Managers- Nationwide eCommerce Account Managers – National Wide Digital Marketing Managers – Nationwide Finance Managers- Nationwide Operations Managers- Nationwide

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

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

www.diverphillipsassociates.co.uk Toy World 20

The coolest way to keep kids’ meals fresh.

Coolbags are collapsible when empty and compact when full. They are easy to clean and an exciting, fun way to carry kids’ snacks and lunches.

These new bright, vibrant and insulated cool bags, personalised with the most popular kids’ names are certain to be the hottest and coolest new product for 2021.

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Global Journey’s great, new and fun children’s Hand Sanitisers are an essential product for all hands.

These scented, non sticky, antibacterial pocket / bag sized hand gels are a great pick up line retailing for only £2.99. Ideal to attach to school bags or keep in pockets, or clipped to kids’ belts, these cool hand sanitisers are a must-have item for children of all ages.

There are 72 names, and 24 fun generic designs, including Flamingos, Unicorns, and Superheroes.

Children’s

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96 pocket display available

Completely new and unique, children will be delighted to receive their own personalised 30 piece jigsaw.

The perfect gift for any occasion, Global Journey’s original concept contains not just jigsaws with children’s names but also exciting themes including Mermaids, Princesses, Under the Sea, Jungle, Space and Pirates.

Get on trend with this new environmentally friendly novelty gift.

Made from recycled materials and fully recyclable and even featuring a reduce, re-use, recycle title for fun and education, there are 96 cleverly designed jigsaws to choose from, with beautiful artwork.

These are amazing value, only £3.99 RRP.

For more information - call us on : 0161 872 0333; email: isamuels@global-journey.com or visit: www.global-journey.com

News Hamleys opens its first eBay shop Hamleys has announced the launch of its first eBay shop, as part of the company’s plans to expand its online presence.

Founded in 1760, Hamleys has become famous worldwide for its physical stores, captivating experiences and eyecatching shop windows, in particular at its iconic Regent Street shop which has been a huge draw for locals and international tourists alike. eBay’s 28m UK customers will be able to shop the full range of Hamleys’ toys and games. Over 1,600 product lines will feature on eBay, including Hamleys top 10 toys for Christmas 2020 and the retailer's own-label range of toys.

The overall toys category on eBay has seen sales grow dramatically in the past year, with both new and retro toys proving popular. During Black Friday in November, sales for toys were up 58% compared to the previous year.

Superheroes and Star Wars dominated the most popular purchases, especially Star Wars and Marvel Avengers Lego sets.

The addition of Hamleys will give a further boost to eBay’s growing toy offering, with The Entertainer and Early Learning Centre also recently joining the platform.

Obituary: Francis Spear

Obituary: Diana Green

Francis was born in the town of Fuerth, near Nuremberg, into a Jewish toy trade family. His great grandfather, Jacob Wolf Spear, started J. W. Spear & Soehne in 1878. By the time Francis was born, the company was being managed by his grandfather Carl Spear and a great uncle.

Initially, Francis’s father, Richard Spear, who is still well remembered in the toy trade today, opened up the office/factory in Brimsdown near Enfield. However with the worsening situation in Germany in the 1930s, Richard decided to take the family to England.

When he joined Spear’s Games, Francis worked in a number of different departments, but his passion was for the production side of the business and he took on the role of production director, overseeing the manufacturing process. Francis became managing director of J. W. Spear and subsequently its chairman. When the company was sold to Mattel in 1994, Francis purchased farmland in Hertfordshire.

Francis also established and managed the Spear’s Games Archive at his home. The Archive opened in 1996 and had many visitors, both local groups and games enthusiasts from around the world. In 2017, the Spear's Games collection was transferred to Nuremberg and remains a popular attraction.

Francis set up the Spear Charitable Trust to benefit charities and former employees, and was closely associated with the Soil Association and organisations like the Woodland Trust.

Francis passed away peacefully on 13th December 2020. He will be remembered fondly by all his work colleagues, his family and his many friends.

Toy World would like to express its sincere condolences to the family at this sad time.

Toy World is sad to report that Diana Green, a popular and well-respected toy industry figure, passed away peacefully on Sunday 13th December after a short illness. Diana was a well-known figure in the industry since the 1970s, having worked as buying director for Greens for much of this time.

Working alongside her husband Geoff, Diana selected ranges for the Snowfold buying group’s FOB import programme, which supported members’ ranges and margins from the 1980s. She later served as a member of Toymaster’s Merchandise Committee for many years, and the Greens Toymaster chain expanded to a total of 17 stores.

Away from the office, Diana will be remembered for her energetic, bubbly personality and as the 'heart and soul of the party'. She loved to socialise with her friends in the industry as much as she enjoyed buying toys.

In her retirement, Diana enjoyed spending time travelling with her husband Geoff and their beloved Labrador Jet. Our thoughts are with Geoff, her two sons Ben and Tom and her grandchildren during this sad time.

Toy World 24

News

Rebecca Deeming

The BTHA’s Rebecca Deeming brings Toy World readers up to date on the current news from the association.

L

et me first start by wishing you all a Happy New Year, and here’s hoping 2021 brings a healthy and prosperous year for the industry.

Normally at this time of year, we would be busy preparing to host the industry at Toy Fair. We are incredibly disappointed that we are unable to welcome you all through the doors of Olympia later this month due to the Coronavirus restrictions, but we are very much looking forward to seeing everyone again at the show in 2022. To support our exhibitors during this time, we will be launching an extended exhibitor profile on our website which allows exhibitors to promote a selection of their products, new launches, videos and contact details. So, if you are a retailer, licensor or member of the media and usually visit Toy Fair, please do have a look at the Toy Fair website, www.toyfair.co.uk, when the exhibitor profiles go live in January.

As the Brexit transition period has now come to an end, the BTHA is here to assist our members in any way we can. With lots of information regarding Brexit to take in, we recommend members visit our Brexit page on the BTHA website (www.btha.co.uk) to access our frequently updated Brexit guide, as well as numerous other relevant documents covering topics such as GDPR, sustainability VAT and tariffs.

We advise members to look at the Border Operating Model to understand where paperwork is needed for importing and exporting. We hosted a webinar on this topic in December and have the presentation slides available, so do get in touch if you would like me to share these with you.

Companies in, or trading with, Northern Ireland should visit the trader support service on the government website for detailed advice.

Enforcement requirements are also changing, which means companies importing to the UK will need a UK entity and those exporting to the EU will need an EU entity. Members needing an Authorised Representative to represent them in the EU, or the UK, can contact us to be put in touch with our AR partners in either territory.

There will be changes to exhaustion of Intellectual Property (IP) rights on the 1st January 2021. From this date, goods that have been first legitimately put on the market in the EEA will continue to be able to be parallel imported into the UK as the IP rights for these goods are considered exhausted in the UK. Goods that have been first legitimately put on the market in the UK may not be able to be parallel exported to the EEA. This is because the EEA may not consider the IP rights in these goods as exhausted. The rights holder's permission may be needed to export these goods. The BTHA is engaging with the IPO on what the

UK’s permanent exhaustion regime should be and encourages members impacted by licensing arrangements to contact us.

Elsewhere, companies should also be preparing to be compliant with the Children’s Code (or Age Appropriate Design Code). This came into force on 2nd September 2020 and members have until September 2021 to become compliant. The Code is a data protection code of practice for online services, such as apps, online games, connected toys and devices, search engines, social media platforms and websites that offer goods, news or education services. It is not limited to services specifically directed at children, but also to those likely to be accessed by children (most sites with toys will be deemed as likely to be accessed by children unless you can prove otherwise). It sets out requirements for privacy settings, which should be high by default, as well as for switching off geo-locations services, not using nudge techniques and following a series of standards when developing services like those outlined above.

Other areas companies should be aware of in 2021 are: plastic packaging tax and changes to EPR scheme that will increase costs significantly for companies, assurance schemes being discussed for the Children’s Code and connected toys and children’s products.

The BTHA Training Hub hosted several training webinars in 2020 and we will continue to do so again this year with our first webinar taking place on the 13th January where we will be providing guidance to members on the post-Brexit transition period. Topics that will be covered include the Border Operating Model, VAT and tariffs, technical requirements and changes to data transfer agreements plus more.

Over the past year, our Public Affairs and Safety team has worked hard to fight the serious issue of the sale of unsafe toys on online marketplaces.

Through the launch of our ‘Don’t toy with children’s safety’ report and various media interviews including on ITV News, the campaign has picked up a lot of coverage as we take the next steps to help prevent the selling of dangerous and not UK safety standards compliant toys on online marketplaces. The Online Harms Bill is expected to be published imminently and in 2021 the UK government will be conducting a full review of the UK’s product safety regime.

To be kept up to date on all these issues you can become a member of the BTHA. We are there to represent your interests and offer support on lots of different industry related issues. If you are already a member, make sure you are signed up to our weekly e-newsletter by e-mailing me on Rebecca@ btha.co.uk and to enquire about becoming a member please contact Tracey@btha.co.uk.

Toy World 26

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Opinion

The elephant, no, the whale in the room…

Letter from America

Richard Derr shares his experiences as a specialist toy retailer in the US. After 20 years working at A. C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in 1996 in the Chicago area, and then became a sub-franchiser, opening nine more stores. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, he discusses how independents must coexist with Amazon, rather than compete.

I

n 2015, Amazon surpassed Walmart as the most valuable retailer in the United States by market capitalization. Made up of two major business units; retailing and cloud services, my focus here is of course on the company’s retail services. The retailer’s current logo was designed to depict a smile that goes from A to Z, signifying that the company is willing to deliver anything to everyone, anywhere in the world – making it a tricky competitor to challenge.

Amazon is now part of our families; in the US there are over 112m Prime service subscribers and this represents one of every two American households.

And Prime is synonymous with free shipping (even though you pay a fee to be a member). The question is, simply, how does one compete? Whether you are an online company, retail bricks and mortar or both, the simple answer is - you don't. You coexist with Amazon, as retail shifts to more of an instantaneous fulfilment of needs/wants and consumers increasingly shop for experiences, or buying memories. When I examined the phenomenon of experiential purchasing, in which a retailer offers consumers the chance to buy an experience rather than just an object or service, I was fascinated to see just how widespread it has become. However, even in this sphere, you are still forced to compete with Amazon.

So, what does all this have to do with whales?

The blue whale is the largest animal ever to have lived on Earth; the biggest recorded blue whale was 30.5m long (more than 3.5 times the length of a doubledecker bus and as long as a Boeing 737 plane) with an estimated weight of 144 tons. The tongue alone of a blue whale can weigh as much as an elephant and an entire football team could stand on it! The heart of a blue whale is about the size of a VW Beetle and weighs up to 990 pounds. The aorta, a major blood vessel for the heart, is big enough for a human child to crawl through.

The remora fish, meanwhile, is so ridiculous that no one would try to make it up. The top of its head is a giant, flat suction cup. It uses the cup to lock onto the bodies of larger animals, such as sharks, sea turtles and whales. As the big animal swims for miles in search of a meal, the remora hangs on for the ride. When its host finds a victim, the remora detaches and feasts on the remains. It sometimes cleans its host's body and mouth of parasites, and then clamps back on for another ride.

So, the bottom line is, in 2016 I decided to become a remora fish, feeding off Amazon as it blasts its way to take over the toy market. Some estimate that Amazon now enjoys over 30% market share, maybe higher coming out of the Covid crisis. We let Amazon drive the consumer’s thirst for toys, especially hot, fad or hard to find toys, by hyping the market, advertising and creating demand.

I monitor trends around the Amazon sphere and attempt to be first in my local market to carry these items, but also to add an experiential element that Amazon generally does not do – in a physical store, customers can be hands on, try before you buy, take home that minute (Amazon will be at least an hour or two). I can offer free gift wrapping and personalizing of items.

It should be noted that Amazon is not even the lowest price supplier of many toys, especially hot or hard to find items, as resellers take over and drive prices up. In fact, its pricing is sometimes 3-5 times higher than indie store pricing, with or without free shipping. This offers an opportunity to stress our value proposition and tout all the value-added services we provide; the aforementioned free gift wrapping, free personalization, demo service, delivery in a defined area, loyalty programmes, in-store play dates and events, catalogues, emails, texts, kerbside pickup and so much more. Add to this the community element of donations to a local organisations, schools and charities, as well as local taxes paid for schools, we are able to not only justify our value proposition but trumpet it and be proud of it.

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

Toy World 28

Marketing World Tomy takes part in new board game initiative for students The Student Housing Company is seeking to expand the support it provides through its industry leading Student Wellbeing Strategy – a unique 9-pillar framework which tackles students’ spiritual, mental, cultural, social, environmental, physical, academic, financial and career needs – by trialling new schemes and partnerships to help students through the months ahead.

With the study revealing that almost a third (28%) of students are now actively playing board games as an alternative way of keeping themselves entertained, the student accommodation operator is piloting a #SafeSocials initiative, which will offer students access to some of Britain’s most loved board games, including Articulate Fame, The Logo Game: Best of Food, The Harry Potter Wizarding Game, Sketchy and The Best of Christmas (Not for Kids).

The scheme, which is being trialled at Bentley House in Birmingham, Depot Point in London and Arran House in Edinburgh, is being run in partnership with Tomy, the exclusive distributor of Drumond Park games, and is designed to help students build strong friendships with their flatmates and have fun in a safe, Covid-19 compliant environment.

Mary Wood, general manager UK and International at Tomy, said: “We’re delighted to be working with The Student Housing Company to bring a little joy to students arounds the UK during these strange circumstances. Our Drumond Park portfolio has grown expeditiously in recent years, with games becoming increasingly popular across different age groups, including students, as a great way to socialise and bond.”

KAP Toys Harry Potter Magical Capsules star in Boxing Day TV campaign KAP Toys ran a campaign from Boxing Day for its best-selling Harry Potter Magical Capsules. The new TVC aired until UK schools returned on 6th January 2021.

This is the first time KAP Toys has ever run a TV campaign in the prized marketing slot, and reflects the company's ongoing confidence in the range. The capsules have demonstrated a strong level of repeat purchase and have garnered hundreds of 5* reviews from consumers.

The Boxing Day campaign follows the highly successful TV campaign that ran in July and August 2020 to support the launch.

Nathaniel Southworth, managing director, KAP Toys, said: “Whilst we had to rearrange the launch of this fantastic product line due to the first lockdown, we have since seen phenomenal results with our retail partners and have committed to additional marketing. Fans will shortly discover limited edition chase 'bronzed' characters appearing in store and wave 2 will be arriving in Q1 2021.”

The TV media plan was developed by Tristan Brooks and the team at Arena Azure, and saw the advert placed across children’s channels; Pop, Pop Max, Nickelodeon, Nicktoons, ITVB, CITVB, CITV, ITVBe and Cartoon Network.

In addition to this, a deal was signed with Channel 5 and Comedy Central to secure spots in their major family movies over the Christmas period.

Available now, the collectible toys are available in CDUs of 12 and FSDUs of 60, at an SRP of £9.99. All order enquiries should be emailed through to orders@kaptoys.com or call Neil Leah, head of sales, on 07887 998528.

newsanalysis

A shift in the marketing landcsape Alice Morrison, international sales director at the kids and family marketing agency Diaframma, tells Toy World how the pandemic has impacted the toy marketing space.

What do you feel were the biggest challenges Diaframma faced last year, and how did the company overcome them?

Having to close our offices during the first lockdown in March was a little scary as, like everyone, we didn’t know what the next day would bring. Once we were able to reopen in June, we needed to make sure everyone could work in a safe environment, and this remains our number one priority. We are incredibly proud and grateful for everyone’s grit. The summer certainly kept us on our toes. We managed to film on set while ensuring social distancing. Everyone wore (and still wears) PPE, and we reacted extremely fast to a situation which nobody could have imagined possible when we clinked glasses to the new decade a year ago. One of the other challenges was that our customers couldn’t travel to our studios. However we managed to get around this quickly by investing in live-streaming technology, which worked very well. Having to organise shoots even more meticulously, and planning for last-minute changes, also nurtured our relationships with our clients.

Has the pandemic provided any major opportunities in the creative space?

That is definitely a question you ask yourself in the middle of a lockdown when kids might not be able to interact with a product during filming. The answer is: get creative. Our team really brought their ideas and talent to another level, having to take a lot more variables into account when preparing storyboards and concept proposals. One of the effects of this is that the product truly becomes the focus: its functionality, how it can be used and played with, must speak for itself.

Do you think we’ll see a shift in the way toys are marketed this year as a result of Covid-19?

I think the pandemic has accelerated a trend of companies wanting (and needing) a wider variety of content with which to market their products. For example, longer content, such as a storyline going beyond a 30-second TV commercial, that solicits more of an emotional connection to the toy and the viewer. We’ve also learned more about the needs of parents, and how to communicate with them. With many children at home, parents are increasingly aware, and perhaps more vigilant, of the educational value of toys, their role in boosting the imagination, and the play value they offer. The marketing landscape is definitely seeing a shift in that direction.

Toy World 30

Brainstorm readies launch of KlikBot Kreatures Brainstorm has enjoyed another successful year with StikBots and KlikBots, both proving ever popular despite difficult trading times. The 2020 pandemic has boosted visitors to the StikBot Central YouTube channel which has now been viewed half a billion times, with new content added from creators Zing and StikBot fans daily.

Available from August this year, KlikBots have exceeded all expectations, selling out in record time. The new range, KlikBot Kreatures, is availabe in the UK from January. It will not only have more collectability, with blind assortments and rare gold KlikBot Kreatures available in CDUs of 12, but also even more play possibilities. The KlikBot Kreatures have articulated limbs that can be clicked together to form different characters with eight to collect. Each capsule comes with a QR code to access videos that teach kids how to combine two Kreatures to create Mega Kreatures. There are also tutorial videos available on StikBot Central. The successful Zanimation Studio relaunches in 2021 as a KlikBot Zanimation Studio from summer. The kit includes a tripod stand, exclusive KlikBot, a KlikBot vehicle and a green screen, so kids can create stop-frame animations using the free StikBot app.

For more information about the new KlikBot Kreatures and other lines in the range visit: www.brainstormltd.co.uk.

Opinion

Net-working This month, Jonathan examines how engaging with parents on social media is crucial to 2021 marketing success, and also looks at the often posed question, “do I really need to pay for it..?”

“

A brand is no longer what we tell the consumers it is – it is what consumers tell each other it is.” Powerful words from Scott Cook, director, eBay, speaking in 2017. This has been made all the more relevant in 2020, as social media usage has surged as a result of the pandemic. Overall, social usage in the UK has increased by 47% since the start of the pandemic, with the average user spending 1 hour and 8 minutes per day across the multitude of platforms.

However, to think that as marketers we have no control at all over this conversation is incorrect, especially as, concurrent to the increased usage of social media platforms, we are seeing engagement rates peak. For example, #ad posts on Instagram have experienced a 76% increase in engagement in the UK, as consumers look to social for inspiration for a whole of host of topics including wellbeing, activities and, most importantly, gifting.

For toy brands, social must be a key consideration for 2021. Speaking to parents and gift givers has never been more important as a result of the shopping habits nurtured by the pandemic.

Pre-lockdown measures, “In shops” always ranked highest as an answer to the question “where do you get inspiration for the products you want?” for 4-9 year olds (Giraffe Insights – Little Voices). However, during September “Adverts on TV” surpassed this as an influencing factor (46% vs. 45%) – this makes sense considering the reduced time children have spent in shops this year, coupled with the fact that TV remains the No.1 channel in terms of advertising spend. However, there is another factor which has grown in influence across the year.

The latest wave of data (November 2020) revealed that 37% of 4-9 year olds cite “From my mum or dad” – the third highest influencing factor on the study behind the aforementioned. Layer on top of this the fact that online now accounts for the

majority share of toy sales, an environment where, for the most part, adults still hold the purse strings, and the evidence for talking to them directly is overwhelming - where budget allows.

There are of course a multitude of channels to choose from in the social media space, and whilst there are exciting new platforms that warrant a great deal of interest (here’s looking at you, TikTok), when it comes to parents, Facebook and Instagram are still producing market leading results for a number of KPIs, particularly driving traffic to retail.

Choosing the correct platform is a component tactic of fulfilling your brand’s strategy.

Increasingly, the greater debate is over the balance of paid vs. organic content. Organic has many obvious and attractive benefits, not least the fact that it is “free” (if you discount the cost of content creation and management). It also allows you to build a relationship with your consumers and learn a great deal about successful messaging which can inform your entire marketing strategy (and even product development). However, with the constant evolution in algorithms ,it has become more difficult to create mass reach via organic alone, which is why it is increasingly important to ensure the two work well in tandem. In its simplest form, this would involve creating a content offering via your organic posts which delivers a successful conversion rate, then maximising the reach of this via paid activity beyond the walls of your own pages (AdRoll estimates that organic posts on Facebook have an average reach of c.2%, and has been on a steady decline over the past few years).

Beyond the testing of content and messaging to inform paid for campaigns however, organic will enhance paid for efforts by maintaining ongoing success (we can’t always spend forever) to a loyal fanbase, who in turn will be more likely to share content.

Toy World 32

Jonathan Chambers Director of AV Investment, Generation Media.

Tel: 0207 307 7906 Jonathan.Chambers@generationmedia.co.uk As with most forms of advertising, in terms of social media, be it paid or organic, content is key.

Being clear on brand identity is of course crucial, but perhaps most important in this expanding space is tone. Parents are using these platforms with different expectations, so do not expect consistent performance across Facebook vs.

Instagram vs. TikTok. Sometimes it may only be a subtle shift that is required to adapt to the platform, in other cases more wholesale changes might be required (however don’t think that this will always manufacture unobtainable creative costs - there are clever ways to adapt influencer and community created content). The key is to avoid being the uninvited guest at the party, as we have laid out in our social strategy workshop – Rocking the Social Media Party – a free consultation for those looking to embrace the benefits of making paid and organic work together, not against one another.

Marketing World marketinganalysis

Social media campaigns ensure success for Mattel Games Games were one of the major success stories of last year, with households in lockdown rediscovering gameplay as an entertainment option, perfect not only for kids but for the whole family. With record sales outside of the traditional Christmas period, in December Mattel Games was the No.3 manufacturer YTD, up from No.6 in 2019 (source: NPD, Games, November 2020).

With a portfolio of games that caters for all ages and stages, Mattel says it embraced the challenges of 2020 with innovative marketing campaigns that contributed to the category’s success.

Kelly Philp, marketing director, Mattel UK, explained: “We quickly pivoted our marketing plans at the start of the pandemic. It was clear eCommerce and digital marketing were going to be go-to channels; shoppers were stuck inside, unable to browse in bricks and mortar shops, and therefore turned to social channels for information and entertainment.

Harnessing the power of social media, we created unique digital campaigns for our games brands to bring them front of mind with consumers.”

The year kicked off with Mattel’s card matching game Uno. Its popularity with a host of celebrities, from Kylie Jenner to Premier League footballers, led to the creation of the #unowhoyouare digital campaign, which ran across Facebook, TikTok and Instagram. Family, millennial and Gen Z influencers, as well as everyday players, celebrated the unique way people play the game, driving brand awareness with key audiences.

Building on this success, a second social media campaign supported the launch of new Uno Showdown. TikTok influencers captured some of the funniest and most insane moments of gameplay, while additional meme-inspired content was created with additional footage of real families and party game fans. The campaign ran on social media and digital channels in the run-up to Christmas.

Scrabble has also been leveraging social channels to launch a new campaign - Where Worlds Collide - which puts Scrabble front of mind, highlighting that the words players use in Scrabble are drawn from everyday life.

Launched in November, the campaign provides a stage where players can come together to celebrate their diverse interests, knowledge and vocabulary, redefining the brand’s personality and making it even more relevant ahead of continued support this year.

To complement the new direction, Mattel also ran its first Scrabble TikTok campaign, #20wordsfor2020, using influencer videos to share the positive and funny side of 2020 - summed up by just one word. The campaign saw 20 TikTok influencers, including a postal worker, avid gamer, freerunner and supermarket employee, reflect on the new and unexpected experiences from this year. Each influencer picked a word they felt best represented 2020, and shared it in their own creative videos. Each word was then spelled out on a Scrabble board in a stopmotion animation that created a virtual, interactive game which featured in each influencer’s content.

The #20wordsfor2020 campaign started with Dr Emeka (@doctor.emeka), who featured on BBC Junior Doctors, with his word of the year – Heroes. He then nominated the next influencer, Jamie Knight (@jamieknightfs), who announced his word – Teach - and nominated the next in line, and so on. By 20th December, the final Scrabble board was completed, featuring 20 words that summarise the year as a whole and bring together the experiences and lives of many across the UK. Scrabble fans could follow the influencer chain on TikTok as the words of the year were revealed, and the final board was shared on social media on New Year’s Eve. To support the family games portfolio, a Games Night campaign was run with Peter Andre, featuring Junior Scrabble, Puglicious, Uno and Pictionary Air. Peter and his family played each of the games over four consecutive weeks, highlighting the entertainment each offers. With links to retail, the campaign highlighted the broad Mattel Games range in a fun and relatable way.

Kelly added: “This unprecedented year has meant we have had to do things differently. Our Games portfolio is a perfect example of how we have used digital channels to create unique campaigns that speak to our audiences on platforms that are relevant to them. This strategy has been a great success for us this year, and something we will continue to build on in 2021 as we expand and strengthen our portfolio, from Uno’s 50th Anniversary to exciting new plans for Scrabble, amazing new editions to Pictionary and our Harry Potter games franchise, and the latest kids and pre-school games.”

To find out more about how Mattel adapted to the conditions of 2020, and its plans for 2021 across its wider product portfolio, don’t miss our in-depth interview with Kelly and Michael Hick, Mattel vice president & country manager - UK & Ireland, on pages 72, 74 and 76.

Toy World 34

NPD Insight

Into the

unknown

Rory assesses how unusual patterns in December sales figures may affect the overall performance of the toy category for 2020 and looks ahead at how the industry might perform this year.

A

t the time of writing, we are nearing the end of 2020, and what a year it has been.

The current overall market trend is +6% in value, a very impressive performance in a challenging and unpredictable year.

Q4 started well, with October growing at +9% and November at a very strong +11%. That growth slowed in December, with the first two weeks of the month both having a negative trend; December Week 1 was down -7%, while Week 2 declined by 3%. Even with this reversal in trend for early December, we will almost certainly finish the year with value growth.

However, if this decline continues, what could be the impact on the market? Is the slowdown in growth because the early shopping message has disrupted shoppers usual buying patterns? I’ll try to answer these questions and look ahead at what to expect in 2021.

November, perhaps it is to be expected that the growth isn’t as strong in December.

If the remaining weeks of the year end up being flat versus last year, then the year end trend would still be up +5%, which would be an excellent result. That said, at the time of writing, it has just been announced that London and much of the South of England has now moved into Tier 4, which means non-essential stores closing with around a week still to go for Christmas.

This could have a significant impact on impulse sales and stocking fillers in this key week; around 40% of the UK toy market comes from London and the South. What we need to consider now is what this will mean for 2021, with Wales and Scotland also moving into similar restrictions just after Christmas day.

There are still some positives to consider for the year ahead though. With most movies either postponed or cancelled in 2020, we could see a boost from movie-based licences throughout 2021, as delayed releases finally hit cinemas or streaming platforms. We can’t discount the impact from sporting events; the Euro 2020 football tournament and the Olympics are slated to go ahead in 2021 and should boost toy sales, especially after a year which has highlighted the importance of sporting activity for children. Another positive in 2021 could be increased ‘newness’; with the contribution of new toy items down -13% in 2020, hopefully we’ll see a return to new products driving the market,

Rory Partis

Director UK Toys & EuroToys NPD which should also help collectibles return to growth.

Looking ahead to the challenges we’ll face in 2021, the first half of the year is likely to be tough; toy sales were +8% at the half year point in 2020, which is growth of over +£50m. We just don’t know when the Tier 4 restrictions will be lifted and how much of the country they will cover for the first half of 2021 and that uncertainty is a big challenge. Much of the increase in sales in 2020 came from key categories such as Construction, Games & Puzzles and Outdoor, it will be tricky to replicate those sales in 2021.

Another area to consider is the move to online in 2020, which was a necessity for many consumers.

With the prospect of high streets being back at some point in 2021, it will be crucial to attract shoppers back to stores - and ideally with their children in tow.

Supermarkets saw good growth of +13% in November, when other non-essential stores had to close, and they continued to grow in December.

Will we see a return to growth for the grocery channel in 2021?

Firstly, why has the trend turned negative in the first half of December? Looking at the data, we can see a difference in trends across several supercategories, compared to the rest of the year.

The only category that has maintained the growth from October and November is Arts & Crafts, but the two other top performers from those two months have seen a noticeable softening in the growth trend. Building Sets grew by +27% for October and November combined, but has only grown +1% for the first couple of weeks in December. Similarly, Games & Puzzles grew by +28% in those two months combined yet has seen only +6% growth (so far) in December. It is worth remembering that both supercategories have been standout growth vs. 2019 Value growthValue vs. 2019 30 30 performers in 2020 and both are still 25 25 25 25 growing, but the 20 20 difference in how 15 15 they performed in 14 13 14 13 11 11 11 11 the early part of Q4 10 10 8 8 is quite striking.

6 65 5 Could this be a sign 0 0 that the shop early -3 -3 -3 -3 message has had -5 -5 -7 -7 a big impact on -10 -10 consumers? With WeekWeek Week Week WeekWeek WeekWeek WeekWeek WeekWeek WeekWeek WeekWeek Week Week Week Week over £30m more 49 40 41 40 4241 43 42 44 43 45 44 46 45 47 46 48 47 49 48 being spent on these two supercategories Source:| The | UK Source: The NPD Group UK NPD EPOSGroup Weekly Q4 EPOS 2020 in October and

Q4 Toys Growth Q4 Toys Growth 20202020

Shop early message togrowth strong growth in October and November?

Shop early message leads toleads strong in October and November?

Document classification: Client/Third Party Confidential DocumentThe classification: Client/Third Party Confidential The Group, Inc. | Proprietary NPD Group, Inc.NPD | Proprietary and confidentialand confidential

1

Toy World 36

There are many unknowns when we look ahead to 2021, but we must be encouraged by the fact that, in a year like no other, the toy market has shown itself to be an essential part of life for parents and children. A growing UK toy market in 2020 means we can look ahead with positivity to 2021, Weekly Q4 2020 whatever lies ahead.

1

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.

Licence Progression Total Licence

Rank Oct 2020

Rank Nov 2020

Present Pets

#125

#61

The new line from Spin Master was launched at the start of Q4 and was widely tipped to be one of the standout items for Christmas. The Present Pets Fancy Pup Surprise Asst was the No.9 item in the total toy market for the UK and was also the No.1 item in Plush for the same month.

Combining a surprise element into a plush toy has been a success in the past and it looks like this toy was set to be a big success for Q4 2020.

Fastest Growing Properties in Toys Fastest Growing Properties Disney Frozen and Barbie the top 2 gaining properties.

LEGO have 4 of the top 10 gaining properties Sales Gained £M

Disney Frozen Barbie Star Wars LEGO Star Wars LEGO Technic Nintendo Harry Potter/Fantastic Beasts LEGO Super Mario Brothers Trolls LEGO Friends £0

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The top fastest growing properties in toys for YTD November shows that the top two spots are taken up by properties with most of their value in Dolls, with Disney Frozen at No.1 and Barbie at No.2. Lego brands take up four of the top 10 spots with Lego Star Wars the top performer followed by Lego Technic. Harry Potter and Trolls are also in the top 10, showing strong performances from movie-based properties too, with Trolls one of the few major movies to actually launch in 2020 with a digital roll out instead of a cinema based release.

Millions

Source: The NPD Group | Retail Tracking Service | YTD Nov 2020

Inventive Playthings for Inquisitive Minds

AGE 2+ years

PLAYERS 1-4

MATCHING & STACKING FUN FOR YOUNG CHILDREN

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Talking Shop

Community spirit This month, Lisa Currie catches up with a selection of indies to hear how 2020 ended up, after a year in which everyone was forced to adapt and innovate. Although the struggle continues, adversity brought out the best in many; with revised priorities, much of the independent toy sector is looking to 2021 with strengthened and improved businesses.

Julia Davies - Paignton Toymaster, Paignton, Devon We are a branch of the Howley’s Toymaster family run business. We are already very well established and the team here is passionate about what we do. We first opened our doors in February 2020 and have since built a very strong following in Torbay, with plenty of positive feedback. Needless to say, we are all very proud of where we’ve got to despite challenging circumstances.

Business was very good since reopening in December after the second lockdown.

Throughout December, business was steady, with a lot of our local customers returning and saying how pleased they were to have us back open again. Whilst shuttered we continued trading online, which went well, with plenty of sales coming through.

Having only opened in February, this was our first Christmas here in Paignton. Prior to the second lockdown in November, we were doing extremely well, performing well above our expected sales at that point. It would have been nice to keep up the momentum we had before lockdown because we were doing so well - it was a huge disappointment to have to close, but we are determined to bounce back.

We stock a huge variety of products across multiple categories and everything has been selling well across the board. Traditional family games have been very popular, as well as remote control cars for older children, lots of ‘make your own’ products and plush toys.

We increased our online presence ahead of Christmas to boost traction, including making use of our local Facebook pages. We experimented with extended hours by doing two late nights a week in the run up to Christmas. Since we are in a seaside location, it can be quiet in the evenings without tourists, however we promoted the revised hours on social media – we feel it is important to give things like this a go, so we are prepared for next year when we can hopefully experience a normal Christmas trading period.

In December, we focused on keeping spirits high and being there for our customers. We all dressed as elves, and engaged as much as we could with everyone, all whilst having a bit of Christmas fun.

Moving forward, the whole team and I are feeling very upbeat. There has been a bit of nervousness over the last year, of course, but we are a strong team and are very much in this together. The Howley’s owner has another five Toymaster locations situated in the South West, so as an overall team we are very experienced and hopeful for what’s to come.

Dan Lovett - The Toy Box, Beccles, Suffolk Business was super busy once we reopened in December after the second lockdown in England. Footfall was very strong, and we were pleased to see so many customers coming in to support us during such an essential time for the toy trade. It is difficult to compare the level of footfall to Christmas 2019 as, of course, we had to limit the number of people in the shop at one time to comply with Covid-19 regulations. However, we experienced the traditional Christmas rush, which was great to see given the recent lockdown.

Puzzles have been the biggest best seller for us by a long shot during the festive trading season. Getting hold of stock was tricky at times, but we managed to obtain popular titles from ranges such as Ravensburger, Gibsons and Jumbo, which have all been flying off the shelves. Games and Lego also performed extremely well.

Over lockdown, we offered a click and collect service to keep the pre-Christmas sales going. Due to the absence of physical trading for four weeks, we decided to extend our days and hours to give customers more time to shop with us in December; we opened every day instead of closing on Sunday. We also opened for late night shopping on Thursdays. We have been very active on social media, including on Instagram and Facebook, and created YouTube vlogs to show customers what we have in the store. We have always had an online presence, but it has become a vital part of the business in 2020. It allows us to stay connected with our customers, which has been especially important during the lockdown closures.

The final few days before Christmas were no less busy than the rest of December. With so many issues with deliveries, people didn’t want to risk online orders so close to Christmas.

I am gutted that we can’t visit any Toy Fairs in the early part of new year – I have been for the last 10 years straight. We plan on booking appointments to see virtual previews and, when we are able to do so, actually visit showrooms in person. A pre-booked visit to Playmobil has had to be put on hold, now the showroom is in tier three. We usually go to a preview for Lego as well, and I very much hope we can still do that. Seeing new product is going to be more challenging without Toy Fair and I suspect we will be seeing more reps instead in 2021.

The biggest challenge in 2020 was getting hold of stock, though this is understandable given the circumstances. But one of the biggest opportunities has definitely been social media. It has been a huge help and has really allowed us to maintain our close customer relationships – essential for indie retailers. Overall, I am feeling positive for the new year and looking forward to getting back to face-toface meetings when it is safe to do so.

Toy World 41

Talking Shop Julia Wingate - The Trading Post, Kingsbridge The first week of trading in December saw an increase in sales versus the same time the year before, likely to be a result of pent-up demand and people eager to come out to do their Christmas shopping after lockdown. The first weekend of December was especially buoyant, and slightly improved on 2019.

I have been selling lots of jigsaw puzzles, Lego and craft and science kits like Spin Master’s Meccano sets – any products that can keep the kids busy over Christmas and beyond proved to be the most sought after. Play value is key.

We increased the number of products available on our website and continued with a free click and collect service in store, which many of our locals continued to do use even after lockdown. We have also been much more active on social media, as we have found lots of people order via those platforms. We plan on continuing to use initiatives like these into the new year, and even after we go to back to some normality. Once you have a system in place that works, like click and collect, it makes sense to carry it on to give customers alternative ways to shop with us, one that suits all lifestyles.

Kingsbridge as a town is very community focused. We have a town Facebook page and Instagram account whereby we collectively share and re-post posts from local business, so residents can see and hear the latest via one platform. The Trading Post also got involved in the Christmas Street campaign to encourage people to shop local. Across 12 days in December, 12 local businesses host seasonal specials on display. The campaign offered extra promotional activity for small businesses like us during the Christmas trading season.

We have always promoted shopping local over the last few years, through town festivals and initiatives like Small Business Saturdays. Since lockdown and the pandemic kicked off in March 2020, shopping local has become more fashionable and at times was one of the only ways to shop when we were all at home. Consequently, more people have become aware of, and are surprised at, just how much they can get in town, as well as appreciating the value for money, standards and how sociable the shopping experience is. Staying at home and unable to see family or friends much throughout 2020, has meant that going to the high street and having a conversation with local shop keepers has been a benefit for many. The pandemic has definitely shown people how important having a high street is.

Overall, the final couple of weeks before Christmas felt busy and successful. A lot of our regular customers have been very loyal to us and will always buy from The Trading Post when they can. We are lucky that Kingsbridge high street is resilient and diverse; we haven’t got many empty shops and we have so much to offer. I also think advertising collectively means we can all tap into a wider pool of customers, such as those in the butchers or bakers. Moving forward, I am feeling encouraged by a new year and hope the vaccine will allow people to travel out a bit more and get back to normal.

Karen Dow - The Toy Cupboard, Tavistock, Devon The Toy Cupboard is based in Devon in a small market town, which has a good sense of community. We stock a range of toys and gifts, with the main areas of focus being games, wooden toys and books. The shop also sells second-hand games and some vintage children’s clothing. Business has been fantastic since we reopened in December. Many people have been actively choosing to support their local businesses, which is great news for us.

Footfall and sales have actually been up on 2019, with puzzles and wooden toys the standout best-sellers, although sales have been steady across our entire range. Our sloth puzzle has been a notable popular choice among our customers.

Lockdown trading was quite hit and miss; we did offer a click and collect service as per government guidelines. However, sales didn’t compare to a normal November. When we were able to welcome back customers in store, we decided to offer late night shopping on Thursday, Friday and Saturday in the run up to Christmas, to make up for lost time over the peak trading season.

We also extended our hours on Sunday, to give more people a chance of getting their Christmas shopping done in time.

We use social media to keep customers up to date with what we have in stock and the flexible options we can offer. Having a social media presence also helps to keep the shop relevant in the eyes of our customers; my son and daughter are on board to help with that.

In the final couple of weeks before Christmas, business was upbeat and we are pleased with how the year turned out overall, considering everything that happened. Looking ahead to the new year, it is really tough to predict how things will be. I hope the latest news about the vaccine will move things along and get trading more or less back to normal.

In a normal year I would have been visiting Spring Fair in February. Of course, it is cancelled in 2021, which is a huge shame.

The trip is useful to help me see what’s new on the market across toys and gifts. Next year will be very different - especially in the earlier part of the year, but I look forward to when we can finally go back to trade shows properly.

Toy World 42

Talking Shop Kamlesh Amin - JJ Toys, Gerrards Cross JJ Toys has been in the trade for more than 30 years, before Toys R Us was even born. We have won awards from the BTHA, and we like to think of ourselves as a traditional toy shop. Having said that, we have changed with the times, as shopping habits have altered. 2020 has opened my eyes even further, highlighting the changes that are now necessary in a digital era. The store now has a website, which we will be developing further in the future.

Compared to previous years, the first week of December 2020 trading seemed quiet, however customers were spending a higher amount than usual.

Little Live Pets Gotta Go Flamingo from Character has been flying off the shelves. We managed to get plenty of stock ahead of Christmas and it sold well both in store and online – we were parcelling up online orders to go out in the post every day. Peppa Pig has also been flying out, especially the wooden range.

We use Instagram regularly to reach out to customers, as well as Facebook, which has proved a great way to take orders, answer customer queries and receive valuable feedback. We make sure to respond very quickly, to make it a reliable go to platform for our customers.

We extended our Sunday hours for Christmas. We don’t usually do this, however because of the November lockdown, we felt it partly compensated for the time we spent closed, and customers seemed to appreciate the extra time to shop. Our feedback has shown that people have embraced shopping local, so giving customers more chances to do so can only help boost that initiative.

We have had to adapt a lot this year to keep business going when the physical shop was closed, in order to compete with online retailers. We’ve introduced call and collect, click and collect, email and collect and free local delivery. This has worked well, and we plan to continue offering these options to our customers going forward.

Jon Scrivens - Hamlins Toymaster, Berkhamsted The shop has been really busy and business very buoyant since reopening. We underwent a slight refit over November; we had our floor revamped and new lighting put in, which has generated many positive comments from our customers. The building we are in is also having a refresh, so as part of the revamp, our frontage is getting a full overhaul as well.

Things felt slightly quieter compared to Christmas 2019. From the end of September, Christmas shopping traditionally starts to pick up, and we work up to the big rush in the final few weeks. Without having a gradual lead up in November, and instead just jumping into a mad first weekend back open in the shop, Christmas 2020 was more like a sprint than a marathon. The November lockdown made it hard to gauge whether we lost trade or whether it was just relocated.

We did continue trading over lockdown with a click and collect service via Facebook, where we posted product photos and information for customers. We booked timeslots for them to collect their purchases from the door. We are very active with our social media presence and have found it a real boon, both to keep shoppers up to date and to keep in the know ourselves.

This year has been different in terms of what’s selling; we’ve been very pleased overall without there being just one or two sought-after items that everyone was asking for. We have had lots of interest in Baby Yoda though. Smaller tactile items, like whoopie cushions and Nee-Doh bouncy balls from Tobar, have performed exceptionally well, presumably because they make good stocking fillers. Games has been a strong category this year, though there hasn’t been one specific game in particular; people have been asking for a variety, from kids’ action games to adult board games to games the whole family can play together.

In the run up to Christmas trading, we worked hard to maintain the high levels of customer service that we are known for at Hamlins, it’s our main point of difference from bigger shops and online competitors. We strive to make our customers feel as comfortable as possible and also as safe as possible, by being as Covid-19 compliant as we can be.

I normally meet up at London Toy Fair each year with the other managers of our sister shops. It is essentially our annual team building meet up, so missing out on that will be strange.

Toy Fair is such a great way of gauging the new releases for the year; without that we feel a bit like we are going into 2021 blind.

A bit like the online versus high street retail argument; without being able to see the toys in person, it can be hard to appreciate properly what you’re buying. In the absence of physical trade shows, I‘ll be visiting some of the virtual previews happening this month. I will also do as much research as possible by tapping into customer feedback. We will do what we can to make sure we stay ahead of the curve, to ensure we have a decent amount of stock and a good year.

The biggest challenge for me has been keeping stock flowing, with availability struggling at times, especially from international suppliers. However, on the flip side, it has been encouraging to see how patient and understanding our customers have been through it all. For me, a big highlight of 2020 was seeing my staff really knuckle down and get on with things together – I think we are entering 2021 as an even stronger team as a result. Somehow, there’s a spirit of togetherness all-round - people have also become much more aware of supporting local businesses, to make sure they have a high street to go back to, and it is nice to feel appreciated in that respect.

Toy World 44

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Talking Shop Pauline Connelly - Connelly's Toyshop, Barnard Castle The shop has been very busy since reopening. I think a lot of people were panicking after being stuck at home for four weeks of lockdown, once we emerged in Tier 3, customers were keen to get prepared for Christmas while they could.

Despite these challenges, I think everything has been positive and we didn’t experience any major problems with stock levels. We have received good feedback for our ‘one in, one out’ system, and our customers have been using sanitiser and face masks with no issues.

I received my biggest order of jigsaws from Gibsons to date in early December; they have been flying off the shelves. Our entire range was performing very well ahead of Christmas. Many customers have also been buying smaller toys and games to donate to toy appeals. People have been staying in the town and shopping local which is great – nice to hear not everyone is using Amazon.

As a business, we have also donated toys and games to a wide variety of local appeals, mainly across schools and food banks, to bolster the sense of community in the area and make sure locals are looked after at Christmas.

For some festive fun, we ran our annual Christmas colouring competition, which ended on Christmas Eve. This year, we have organised more colouring competitions to boost spirits – since March, we’ve asked kids to draw me and draw the shop, and have also held adult jigsaw competitions to get the whole family involved.

We enjoyed putting up our feature Christmas window once we’d got back into the post-lockdown routine – when we reopened initially, the priority was simply to get products out to customers.

I continue to be very active on Facebook, posting daily videos to show customers what’s new in the shop. I’ve put a lot of effort into the Facebook page to improve our visibility, to stay in touch with customers and make sure we stay relevant. Using online platforms, whether that be social media or a website, helps connect with a wider pool of customers. Putting yourself out there is so important for indies.

September-November was a tough time; because we were in Tier 3, pubs and hotels had to close and we missed out on a lot of tourist trade, meaning footfall was majorly down. We were very grateful that lots of local people carried on supporting us though - and they are continuing to do so. If we go back into Tier 3 in January and February, that will be very difficult.

If we get moved into Tier 2, the town can experience more of a buzz and higher footfall, and help boost everyone’s mental health by giving people more things to do.

Following a positive Christmas period, we will continue to try our hardest and put ourselves out there. Initially, we just hope we can stay open going forward. Like everyone, we are hoping for a more normal year in 2021.

Jean Hodgins - Hopkins Toymaster, Wicklow, Ireland Hopkins Toymaster has been in business for 193 years. We have the 5th, 6th and 7th generation working for the company, along with a great team of staff. We are a traditional toy shop and customers can get everything in our shop; we deal with a huge number of suppliers and have a tremendous range on offer.

Business has been upbeat since we’ve been back open. Footfall and spend has been up and it’s been great to see people shopping locally.

Communication has been a bit challenging because the staff and customers are all wearing masks, however everyone does their best and I have found that customers are a lot more patient now than they were initially. We have all become better conditioned to this different way of doing things.

All toyshops in Ireland had a five week closure up until the beginning of December, so we were closed during the end of October and the whole of November. We continued to trade online during that time, though our stationery department could remain open. We were more fortunate than many by being able to be at least partially open and providing a click and collect service for toys. Even so, footfall was up on last year with people having to catch up with their shopping.

This year isn’t like any other in the sense that there hasn’t been one particular craze as such, rather best-sellers across the board. People have definitely been seeking products to keep children entertained for a long time. The role play category has been performing very well, as well as games and jigsaws, which were strong all year round.

We extended our Sunday opening hours and have been utilising Instagram and Facebook a lot to reach out to our customers. In store demos or similar activities haven’t been possible. This is a massive shame, however it wouldn’t have been responsible to create too much of a buzz and attract crowds under the circumstance; we took steps to ensure we could engage with customers using safer methods.

We have had a lot of positive customer feedback, many of whom have said they were pleased to be able to come into the shop once more. This is always great to hear, however I hope this enthusiasm for local shopping sticks. If people keep shopping online, very soon there won’t be any shops to go in. This lockdown period has shown what the future looks like if people don’t support bricks and mortar. Shops like ours have the experience; our staff are friendly and offer brilliant advice and customer service. The experience of buying a toy also counts and creates a memory, and that’s something that can’t be said for online shopping.

Toy World 46

of partnerships

4 Summerhouse Place, Summerhouse Road, Moulton Park Industrial Estate, Northampton, NN3 6GL tel: +44 (0) 1604 401719 email: sales@geemac.biz

indie viewpoint Carol Glennon -

Fagan’s Toymaster, Mullingar, Ireland 2020 marked our 40th year as a business, which was huge milestone for the company. We are very well known in the town and Fagan’s in general has a good name for supporting local causes and valuing its community.

As well as our toy department, we also have a stationery supply shop. This was counted as essential retail and remained open throughout Ireland’s five-week lockdown. Although the toy floor was closed, we worked from the till providing a ring and reserve service, before reopening the whole shop on 1st December.

Since reopening, we have been extremely busy, and business has been great.

Being closed for a few weeks helped us prepare fully for reopening, helping us to cope with how hectic it became. Footfall was higher compared to this time last year and takings in December were on par - sales have been non-stop.

One of the big differences for the 2020 festive trading season is that customers have been shopping with more purpose. In previous years, people would casually browse whilst shopping, whereas in recent months customers have come into the shop with specific products in mind; they are there to buy, not browse.

In the run up to Christmas, the CoComelon dolls were flying off the shelves.

We were lucky to get as many of those in stock as we did, though we could have sold hundreds more. The Child from the Mandalorian also gained a lot of traction, so much so that we actually sold out. L.O.L. Surprise! remains a front runner, because it has expanded so much since its initial launch to include many divisions and price points across play sets and new doll lines.

We extended our opening hours in order to facilitate the amount of footfall we were getting, and to avoid too many people being in the shop at the same time, which helped to make Christmas shopping less restrictive for customers. We opened for an extra hour on Monday and Tuesday, and stayed open until 9pm on Wednesday, Thursday and Friday. Sunday hours were also extended. To boost Christmas spirit, we also worked very hard on our annual Christmas window display, which the town always looks forward to. This year’s display featured a full-sized Santa sleigh, lots of toys and a big Santa.

The circumstances of 2020 saw us expand our presence on social media, and this was only heightened over Christmas time. For older town residents, we continued to offer a click and collect or delivery service – we aim to facilitate everyone.

I have found stock has been a bit slower coming in. We expect this to happen anyway in the peak season, however it has been just a little bit more noticeable this year. Thankfully, we ordered quite heavily before we were told about the second lockdown. Because people haven’t been going on holiday as much, among other things, many parents decided to treat the kids with more presents this Christmas, to end the year on a high.

Mark Buschhaus and Stephen Barnes Toy Barnhaus

Ready for anything

A

s we write this, there are nine days left until Christmas, and like everything else this year, December has been as unpredictable as ever. We have been open for two weeks now after the last lockdown ended and, overall, we have been pleased with sales. It has been very difficult to predict from one day to the next what it will be like, but the weekdays have been very strong, whilst the weekends have been slower, as we cannot have the usual numbers of customers in our stores, which effectively limits sales. This week (w/c 14th December) has seen a bit of a change, with some of our branches starting to plateau out a bit. However, we have two stores that have just entered Tier 3, and just before this came into effect, they were absolutely manic. Even though these shops will remain open under the new tier restrictions, there was obviously a degree of panic buying, and some purchases were undoubtedly bought forward.

For the final week, we expect things to flatten out a bit, as shoppers have been a lot more organised this year, and done much of their shopping early. Just as well, if they’re now in Tier 4! We expect things to get a lot quieter, as many will have finished their gift purchases and have them wrapped and ready to go.

Having traded well online in November, and also through the first half of December, we are pleased with where we are. Particular highlights that have performed well include board games, which have been in high demand all year and remain a popular choice as a sociable activity when people meet up over Christmas. We’ve seen fantastic sales of all the classics such as Monopoly, Operation, Hungry Hippos etc. However, these have been joined by new ones such as Pencil Nose, which was well received on the TV programme “How to Spend it well at Christmas.” Puzzles continue to be very popular, either as gifts or to keep people amused during the winter weather. The new Pokemon Vivid Voltage release which came out in November has also been phenomenally popular, and L.O.L Surprise is still strong, with the Remix range performing best.

Looking forward to 2021, it is very difficult to know what will happen. With our usual toy fair visits in January and February not happening, we will be looking to attend more virtual previews where possible. We have placed less orders so far for spring/summer lines than we usually would at this stage, as we need to see where we come out of Christmas, and where our stock levels are in particular categories. We will still be taking stock in, but will have to be more selective, at least initially. We don’t know yet exactly how the New Year will look; one thing the last few months have taught us is that you cannot rule anything out. Hopefully, once we get through the winter, we will start to see more stability and certainty that we can remain open, then it will be easier to plan further into the year.

Overall, the toy industry has had a very good year, with the amount of people staying at home and needing to keep themselves amused. Hopefully 2021 will be very different from its predecessor; we may find it difficult to match the levels of sales in 2020, or we may find further lockdowns boost sales once again as people stay at home during the winter months. Then, when restrictions are finally lifted, there may be a surge as people welcome being allowed out more and able to do more things. It is really difficult to know, but as a business we have to plan for anything, and then be prepared to amend those plans when necessary.

Happy New Year to all our readers, and we hope Christmas was enjoyable and safe for you all.

Toy World 48

Š&TM Spin Master Ltd.

4 Summerhouse Place, Summerhouse Road, Moulton Park Industrial Estate, Northampton, NN3 6GL tel: +44 (0) 1604 401719 email: sales@geemac.biz

Special Feature

Toymaster

Information

is power

As we head into 2021 - and a first quarter devoid of physical trade shows - clear and open channels of communication have never been more important across all sectors of business and trade. Brian McLaughlin, retail manager at Toymaster, spoke to Rachael Simpson-Jones about how the buying group plans to support its members during this crucial period with a new, simple-to-use online information hub.

W

hen conducting interviews in the disconnect of lockdown, it is always nice to compare notes with the person at the other end of the phone (or other side of the screen). Chatting to Brian at the end of November, that meant confirmation of much of what the Toy World team was been hearing

from across all corners of the toy market in late 2020. The rules on what constituted essential retail left many Toymaster members frustrated as supermarkets mopped up pre-Christmas toys and games during the November lockdown, Click & Collect had a much lower impact the second time around, and there remains a level of uncertainty regarding future lockdowns that might be necessary to mitigate the damage of the five-day Christmas free-for-all. The timing of Lockdown 2 was also far more keenly felt; as Brian points out, there’s a world of difference between expected takings in April and those of November, and while a shortfall in the first lockdown was undoubtedly painful, it’s likely a shortfall in November was worse. For suppliers, one of the biggest challenges has been closing up gaps in stock. Toymaster members began to report stock shortages of certain in-demand lines in the second and third weeks of lockdown, despite suppliers’ best efforts, with the categories most badly affected reflecting the trends we’ve been seeing all year, such as Games & Puzzles and Construction.

Still, at the time of writing the shops have

Toy World 50

reopened, with Communities Secretary Robert Jenrick having temporarily done away with the usual bureaucracy so retailers can trade 24/7 throughout December and January – and hopefully make up some of the shortfall the November lockdown will have caused for many.

Catching up with Brian in mid-December, feedback from the group’s members was largely very positive, with increasing footfall marking the point in the month at which ordering online for delivery to begins to feel too risky. Bestselling toys included iconic evergreen brands such as Peppa Pig and Barbie, as well as new introductions such as Bandai’s CoComelon, which has proved so popular it’s been hard to keep on-shelf.

Heading into 2021, Brian expects that ‘safer’ products will remain the order of the day, although he notes that several suppliers are launching new ranges and placing plenty of support behind them. “I think we’ll see retailers and consumers gravitate towards the tried-andtested early this year; arts & crafts, Lego, puzzles, and outdoor toys once the weather warms up a bit,” he adds. “There’s an element of better the

Special Feature devil you know in retail at the moment - sticking with what you know sells year in, year out - and those retailers who are taking a punt on new products might be putting smaller budgets behind them. Continued disruption to the movie calendar will also have a big impact on movie licensed lines. Until we get a date in the calendar for the new Bond movie, I don’t think cinemas want to know.”

And without the usual Q1 international trade shows, Brian notes, retailers can’t get hands on with toys - making the selections process trickier

Toymaster

office by marketing director Paul Reader and a supplier representative, with both parties unboxing the toys and presenting a walkthrough of their features to camera.

For the time being though, and for obvious reasons, viewers can expect to see either Paul or the supplier on their screen, not both; however, the depth and breadth of information presented will remain the same. Toymaster has been producing vlogs for a couple of years now to great success, and says that while it won’t use the format for everything, those toys that will benefit and wasn’t working in terms of products, how deliveries were going, marketing or advertising that was proving particularly useful – in a nutshell, how they were staying operational.

This network was critical during the early stages of 2020, especially that first lockdown in March onwards. One of our members started doing lockdown bundles early on; parents could tell them a little about the child and how much they wanted to spend, and the retailer would put together a special box of toys and games to be mailed out. It was a huge success, so that retailer shared the knowledge, and soon quite a few other members were offering a similar service to their customers.”

than ever. “Toy Fair and Spring Fair usually offer the biggest opportunities for indies to be face-to-face with suppliers, and they’re all going to miss out on that this year,” he says. “In fact, the Toymaster show, which is on the calendar for 18th-20th May, might be the first chance our members will get to be back in front of their suppliers.”

Behind the scenes, however, Toymaster has been working hard on a raft of ways to bridge the gap between buyers and suppliers. Aiming to take the usual legwork out of the picture, the group has been busy collating digital catalogues, brand presentations, order forms and much more into a single area on its members’ website, resulting in a handy one-stop-shop with all the most relevant info in one place. The group can also create bespoke order forms. Focusing on the hottest and newest ranges supported by the Toymaster catalogue and window programme, the forms will also include indie everyday best-sellers, so are tailored towards the needs of the group’s members. The Toymaster team has tried to make the information members need as simple to understand, and as easy to find, as possible.

For those who prefer video content, vlogs will also be available. Traditionally, Toymaster vlogs have been recorded at the group’s Northampton

most from video content – the same ones that (pleasantly) surprise people the most at the toy fairs and trade shows with their hidden features or tactile feel - will feature prominently.

“We want our members to know that we’re doing as much as possible to help them gain all the information and knowledge they’d get from walking around a toy fair,” explains Brian. “We’re doing the bulk of the work too; all a member has to do is search for the supplier tab, and right there in front of them will be everything they need to know.”

Toy World has worked closely with Toymaster for several years, so readers should already be aware of what the buying group offers its members in terms of benefits and services; for those still in doubt, check out the glowing feedback from real Toymaster members on the following pages. But following a year like no other, I wanted to know what Brian thinks the most priceless perk of membership was in 2020.

“Information,” he responds without hesitation.

“Toymaster has the most incredible support network made up of its members, and this year it’s been crucial to so many. Our members support and help each other year in, year out, and in 2020 that was something that really came into its own. Letting other retailers know what was

Toy World 52

Brian adds: “Our members can also call us, speak to a real human being, and receive advice and support quickly. If we don’t know the answer to a question straight away, we will go and find that information out. Having someone who cares on the other end of the phone when you have a problem or need help is invaluable.

Communication has never been more important, and that’s what Toymaster and its members will continue focusing on as we head into this new year. The Toymaster office was on hand all last year to support the members and keep them informed, and will continue to do so throughout 2021. There is still no definite timeline for when we get back to pre-Covid normality, so we will continue to adapt and support as necessary.”

As it stands, Toymaster is confident that its May show will be going ahead as planned.

There’s plenty of support for the show from both exhibitors and indie retailers, and with the vaccine roll-out looking promising, the group is optimistic that the timing will work out - and what a show that will be.

Brian also comments on the learning experience the previous 12 months has been.

“The working relationships that make the toy industry what it is have come to the fore, and we are very grateful for the support suppliers have shown towards Toymaster members,” he says. “It’s fair to say that the generosity of spirit and entrepreneurship the toy trade is known for is largely to thank for the trade emerging reasonably unscathed from the crisis, though this by no means makes the hardships of 2020 any easier to accept. Looking forward to this year, communication and relationships are stronger than ever and, judging by the feedback from our members and the healthy Christmas trading period, Toymaster is confident that 2021 will be a much more positive year.”

Throw a Pokémon party, decorate with our foil balloons & dress up like your favourite characters! View the full range online now.

©Amscan 2021, ©Anagram 2021. All Rights Reserved.

Feedback

Toymaster Sharon Sheehan Kellihers Toys

We opened our doors last November as an independent toy shop, but getting stock from certain suppliers was an issue; some did not want to supply indies. We also had to pay more for stock than we do now as a Toymaster member, as memberships gives you access to supplier discounts. Another big omission was the fact we had no toy catalogue. Luckily, we had all worked in the toy trade for years, so we knew what to order, and we were also familiar with a lot of the sales reps who helped us secure stock. I think if we hadn’t known them so well, we would have had an even bigger issue.

We joined Toymaster in February 2020, and immediately everything got easier. We were able to order what we wanted without supply issues, we didn't have to pay for goods upfront and the stock was cheaper, which gave us more margin on every item. Toymaster is always on the other side of the phone if we have any queries or problems, and nothing is ever too big a problem for the team. As a Toymaster member, we also can order very good POS materials through the website, and at Christmas we benefitted from the Toymaster catalogue. As well as being something kids love, the catalogue is a great marketing tool; it gets our name and contact details out there into the local community, as well as information on some of the toys we offer.

Toymaster also holds a May Show every year in Harrogate for all its members, which gives us all a chance to meet existing suppliers and seek out new ones, as well as take advantage of show discounts.

Becoming a Toymaster member was a huge boost for our business. We’re so glad to be part of a great team.

Matthew Brady Game On Toymaster We have been a member of Toymaster since 2010, but became a branded member last year. This rebranding, alongside the marketing presence the Toymaster autumn/winter catalogues provide in our local area, has been a massive boost to our toy turnover, even given the recent lockdowns. The team at Toymaster is always very helpful, and if it doesn’t know the exact answer to something it can usually point you in the right direction. The group also provides a lot of useful information via newsletters and vlogs, detailing trends and offers from suppliers. We take advantage of most of the Toymaster window displays; these feature fresh new products and highlight key lines, often with giveaway competitions which always prove popular with children and help drive footfall into the store. The Toymaster website offers a wealth of information, while the Members Forum is very useful for consulting fellow members on sourcing new products/suppliers, general retailing information, swapping ideas - which proved especially useful for info on how different stores approached lockdown - or even just venting. We have found Toymaster to be truly professional and an excellent fit for our business.

Toy World 54

Seán McGillicuddy McGillicuddy's Traditional Toyshop Being a Toymaster member has really helped us stand out from the crowd. Through Toymaster, we have enough weight behind us to ensure we get the stock we order from large companies that otherwise might not deal with an independent retailer. This has never been more important to us than it is now. In 2020, we updated our status from an associate member to a full member, which allows us to use the Toymaster branding.

Seeing that Toymaster logo outside the shop lets both adults and children know that this is a real toyshop - a place with atmosphere and charm, with friendly staff, where they can shop safely and walk away with everything they need. In the current climate, with such uncertainty and doubt, it's wonderful to hear children passing our shop and begging their parents to go in. It gives you the confidence to move forward and helps you remember why we do what we do, and why we must keep on doing it.

Feedback

Toymaster

Dave Middleton Midco Toys Being a member of Toymaster is extremely beneficial to an independent toy retailer. Every member is unique, and with Toymaster they can continue to stay that way. The group gives you the buying power and marketing power of a national chain, whilst allowing you to keep the business your own; you stock what you want to stock, and you run the Toymaster opportunities that you want to you, when you want to.

Toymaster membership also gives you immediate access to all the big suppliers that some retailers would struggle to open an account with alone. Payment terms are usually 60-90 days with most suppliers, and members also benefit from centralised online invoicing via a system called TIMS. You can also access numerous marketing opportunities would be very costly or unachievable without membership, including a spring/summer and autumn/winter catalogue, monthly window features, promotion leaflets, loads of POS, staff uniforms, poster printing services and more.

The Toymaster community is one of likeminded people who are almost like a family, including everything from members with very small stores in small towns and villages, to members with seven or eight stores in bigger cities. Regardless of size, we all share information and bounce ideas off each other. I've yet to meet a member who wouldn’t help another.

You’ve also got the expertise of the head office Toymaster team, whose main aim is to ‘help members trade more profitably’. With advice available whenever you need it, whether it be on products, finance or anything else, there is always someone there to help. You are never alone with Toymaster.

Julia Wingate The Trading Post The Trading Post is a small independent toy shop in a small market town in rural Devon. Being a member of Toymaster helps my business by offering me access to hundreds of suppliers and group discounts that I just wouldn't be able to benefit from on my own. The settlement discounts and monthly centralised invoicing save me time and money so I can get on with product selection and running the store (or wild swimming in the sea).

Another benefit of being a Toymaster member is the group chat forum, where we can discuss things, share knowledge, offer top tips and commiserate over difficulties. This has been invaluable during the pandemic, when we all felt more isolated than ever. The forum helps us not to feel alone and is a great source of information and support.

The Toymaster team is always only a phone call away, but sometimes you need help from actual shop keepers out on the 'front line'.

Jason Mahy

Any independents wanting to find out more about the services and benefits available to Toymaster members can contact Brian at brian.mclaughlin@toymaster.co.uk or call the office on 01604 674477.

Aladdin’s Cave In my view, our Toymaster membership is an instrumental part of the success of our toy business. It has undoubtedly strengthened our relationship with suppliers, and has improved lines of communication with them too. This has made it a lot easier to focus on simply dealing with our day to day work - which this year has obviously been considerably more demanding than usual. Toymaster worked hard to adapt to the events of 2020 in order to support the needs of its members, and I know it is continuing to explore new ways to support members as we continue to encounter and overcome new challenges.

Toy World 56

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Retail Profile

FAO Schwarz

FAO Schwarz a model for how to deliver experiential retailing in a Covid world John Baulch spoke to ThreeSixty Group president, Retail & International, Jan-Eric Kloth about the way the retailer has reacted to the pandemic, to make sure that it still delivers ‘magic and wonder’ in a very different retail climate

2

020 has seen many major changes in the retail channel, with traditional shopper behaviour turned on its head by the pandemic. One of the biggest challenges has been in the field of experiential retailing. In recent years, the concept of experiential retailing has become all-pervasive: the ‘pile it high, sell it cheap’ retailing ethos has rapidly become outmoded, as retailers embraced the myriad opportunities offered by a more interactive, customer-centric in-store experience.

Then came Covid 19, and everything changed.

Previously, shopping was largely viewed as a leisure experience, with consumers enticed to spend more time browsing by a panoply of in-store theatre and point of sale activations.

Post pandemic, consumer attitudes to shopping have inevitably adapted: some have switched predominantly to online purchasing, while those who still ventured out to bricks and mortar shops were often inclined to spend less time in-store, adopting a ‘get in, get what you want and get out’ approach to shopping trips.

does a retailer bring the experiential experience to life in the ‘Covid climate’?

FAO has been at the forefront of pushing the boundaries of experiential retail in recent years, so it was clearly a fundamental question which FAO Schwarz needed to address. As president retail & international Jan-Eric Kloth explained when we spoke back in November, it was essential to explore all the options to replicate the retailer’s trademark buzz and excitement in the new retail climate, while ensuring that joy and wonder still took centre stage.

As a result, the iconic New York store was transformed in time for the holiday season, while in-store experiences were replicated online.

Some retailers weren’t overly affected by this change in consumer behaviour; in fact, certain retailers may even have benefitted from this stripped back, functional approach to shopping.

But what of those retailers that place customer experience at the heart of their strategy? How does a toy retailer like FAO Schwarz, which has in-store theatre running through its DNA, react to such a huge change in consumer attitude? How

The flagship became even more interactive and engaging, while simultaneously prioritizing safety. In-store demonstrations were adapted to allow for appropriate social distancing, with live performances taking place in designated areas of the store, while new technologies were introduced to reduce safety risks. Characters wore masks and engaged with customers from behind a custom partition.

Digital video display screens were introduced throughout the store, live-streaming shows, tricks and product demonstrations from remote studios. Jan-Eric paints a vivid picture of how the screens engage customers: “Imagine walking through the store past a magician peering from inside a vivid screen. Then, just as the customer walks by, the magician speaks to them directly, ready to engage in a bit of illusion – live and in real time. Consumers absolutely love it. We were concerned that some people might be a little nervous about interacting with a screen, but that hasn’t been the case at all. They are very comfortable and welcome the chance to engage and be entertained in a safe environment.”

This is by no means the only area where digital innovation is at the heart of the new FAO Schwartz experience. While the in-store experience at FAO remains compelling, traveling to Midtown Manhattan isn’t currently an option open to many US consumers. As a result, the retailer has invested heavily to bolster its digital presence, to help bring the magic of the

Toy World 58

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Rockefeller Plaza store into consumers’ homes across the US. As Jan-Eric explains: “The idea was to take the essence of the in-store experience and translate it to the virtual environment.”

The results are impressive. The interaction of the New York City flagship store can now be experienced live online thanks to the newly launched Academy of Wonder, where Professor Abracadabra and Professor Atlas lead eight fun and entertaining courses in magic and STEM. Each class is bookable at FAO.com and includes all required course materials needed to participate. The classes are given by currently out of work Broadway actors, so a class of up to 30 children can enjoy a thrilling 40-minute interactive and engaging performance, which delivers the calibre of entertainment they would have received at the store itself.

Another key new strand to FAO’s digital experience is Virtual Personal Shopping, where shoppers can reserve a live, virtual and personalized experience within the store.

Consumers are given a zoom link, which connects them with an iconic FAO toy soldier live in-store. He proceeds to escort the virtual shopper through different sections of the store, as well as help them choose the perfect gifts.

There is no minimum purchase and the shopper only pays for the product they purchase. It’s a fascinating concept, allowing gift-givers to shop remotely, which they can do alone or with a child to add to the magic of the purchasing experience for the whole family. While it is a challenge to replicate the thrill of walking round a toy shop with your child, this experience certainly goes a long way to recreating that magic.

FAO Schwarz

range by introducing brand new categories as well as extending existing ranges. Jan-Eric detailed the thinking behind the move: “Over the past few years, we have been watching closely to see which product categories are performing well in-store. It’s clear that certain categories are perfect for renewed focus and expansion – in particular, plush, wood and girls’ activity.

We’ll be launching each of these as substantial, standalone inline programmes next year.”

Core ranges such as radio control remain a key focus for FAO, as Jan-Eric explains: “The Sharper Image range is absolutely on fire in the US. 18 months ago, the company acquired a high-end industrial design lab, giving us access to a pool of design talent. We saw this as the perfect opportunity to make a strong statement in the mass market environment through Sharper Image. We also partnered with NPD on a research project and conducted our own primary research: we wanted to dissect the radio control market and identify key opportunities to reignite the category. I feel that, as an industry, we were in danger of losing the 12-15-year-old boy. If you just give them the same product they played with at the age of 8, it won’t excite them – they just won’t think it’s cool. We also saw a trend for many

The retailer has also upgraded its FAO.com website, adding product demonstration videos that are performed by FAO toy soldiers, filmed instore in a way that gives the viewer the sensation of being part of it. In addition, a bevy of new brands have been added, while the retailer has also expanded the categories and specialty items offered under its extensive own-brand range.

FAO Schwarz is expanding its own product

Toy World 60

parents to buy radio control models for 3-6-year olds which were really made for the 8+ market, which was exacerbating the situation. Our conclusion was that consumers would be willing to pay more for a better designed, innovative product that focused on play value.” The strategy has paid off – Sharper Image radio control range is now the fastest growing US radio control brand in the market.

In addition to an enhanced product offering, FAO has also bolstered its digital merchandising strategy, a strategy Jan-Eric sees as a huge benefit to its retail partners: “We set up a new team internally, which is working with our retail partners to ensure our products are presented to the best effect on their websites. We can automatically update retailer’s websites with new images or information, which takes away a lot of work from the retailer and makes sure they always have the latest content online.”

In a year when the retail world has been turned on its head, it is good to see specialist toy retailers like FAO Schwarz reacting positively and proactively – finding new and innovative ways to carry on spreading the magic and wonder to kids, wherever they are.

Special Feature

Toys“R”Us Asia

Leaning into 2021 with hope

John Baulch talks to Toys“R”Us Asia’s chief commercial officer, Jo Hall, about the events of the past year and how the retailer has emerged stronger than ever from the challenges it has faced.

A

s one of the most well-known and respected members of the global toy retail community, I have been keen to interview Jo Hall for quite a while. Jo’s name is synonymous with the heyday of two of the UK’s largest and most successful toy retailers – Toys“R”Us and Woolworths. In an illustrious toy trade career spanning more than 30 years, Jo has gained a reputation for being one of the most formidable retail buyers and managers, as well as a committed, passionate advocate for the toy industry.

Jo first became part of the toy community in 1987, when she joined the fledgling Toys“R”Us UK operation, which had opened here two years previously. Jo spent 12 successful years at Toys“R”Us, before leaving in 1999 for a short stint at pioneering eCommerce retailer Toyzone. A year later, Jo moved to Woolworths UK to become the retailer’s commercial director. Six years on, Jo moved to the Far East to take over as managing director of Woolworths’ sourcing arm, based in Hong Kong, where she has lived ever since.

Jo joined the Toys“R”Us Asian operation in 2012, initially as head of Regional Sales and

Merchandise, before working her way up to become chief commercial officer of Toys“R”Us Asia in 2017. Fully autonomous from the longtroubled US parent company, the Asian operation is no newcomer to the region, having been established there for 36 years. Its estate features some 550 stores across 10 markets, giving it a strong presence across the whole of Asia. Even as its US parent company and European division encountered major difficulties that would ultimately see stores closed back in 2018, the Asian operation continued to thrive, with its local business model – markedly different from the longstanding US model in many respects proving perfectly tailored to the Asian market.

I traditionally see Jo every year at either the Hong Kong Toys & Games Fair or in Nuremberg, but in these unusual times, a zoom interview had to suffice. We spoke as the retailer formalised plans for the next three years. Despite Asia being the epicentre of the Covid-19 pandemic, the turbulence of the past year has certainly not derailed the company’s plans – far from it in fact. During the course of our conversation, Jo would go on to discuss store opening plans for the coming year and explain how last year saw the company evolve its business strategies to

Toy World 62

respond to its customers’ changing needs. Like many other specialist toy retailers, Toys“R”Us’ Asian operation came through a year that wasn’t without its challenges.

At the outset of our conversation, Jo admits to being “a very optimistic person. I’m leaning into 2021 with hope and positive strategies. I’m optimistic about growth – we’re going back to doing what we do best.”

That optimism must have been tested to its very limits one year ago, as Jo explains: “It was the eve of Chinese New Year, which is bigger for us here in Asia than Christmas. Our stores and DCs were locked and loaded with inventory.

Then we suddenly found ourselves in near total lockdown across parts of China. Can you imagine somebody cancelling Christmas, when you have all your inventory in stores, promotions ready to go, the catalogue out…suddenly someone tells you “I’m sorry, it’s not happening this year” – well, that’s pretty much where we found ourselves in late January.”

What happened next will be a familiar scenario to all toy retailers and suppliers: “We immediately went into business continuity mode.

First and foremost, it was hugely important to

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Special Feature look after the safety, health and well-being of our customers and our team members. Very quickly, stores across China were closed, the public was staying at home and businesses were severely disrupted. As a small team of managers and leaders, we reviewed the controllables: what we could do from an inventory standpoint, our colleagues’ welfare, PPE…who had even heard of PPE in a retail setting? We suddenly found ourselves sourcing masks, gloves, hand sanitiser - we were very much at the front of the curve.

“We worked together with our vendor colleagues to strategise navigating through this.

Obviously, nobody had been here before – and we had no idea how long it would last. Then before we knew it, the tsunami of Covid started pouring into all our other markets. At that point though, what we learnt from China, we were quickly able to implement within our other markets.”

What Toys“R”Us learnt in those early weeks in China would prove to be similar to what retailers across the globe were about to experience – specifically that reactiveness, flexibility and customer focus would be key to navigating through the challenges ahead: “We learnt very quickly to be nimble - that the welfare of colleagues and customers was paramount and the centre of all our decision making. It enabled us to move very quickly. It changed our marketing, it changed our online business, it changed how we responded to families’ needs, encouraging us to go above and beyond and be an even greater support to parents.

Toys“R”Us Asia

“We felt a huge responsibility, not only to our colleagues, but to the families and communities we serve – how could we be a support mechanism for them? We knew that parents were stressed – they were working from home, juggling careers and parenting. Here in Asia, the pressure on parents to educate their children is huge. A combination of that pressure and having your children at home all day in front of a screen...it’s very challenging. We provided different projects or ideas to entertain the children - for example, how can you turn your home into a zoo? Find how many soft toys you’ve got and make a safari round your home. Or because parents suddenly found themselves home schooling when schools shut down, we created Play O’Clock – at 5 o’clock every day, at the end of a typical school day, we would release fun activities for the children to do through our website which parents could download and easily implement. We amplified that across many areas, to try to give parents some creative ideas of how to occupy their children – it sounds intuitive, but it was a new experience for everyone.”

It wasn’t just parents who were struggling: Toys“R”Us store workers had their own challenges to face, and Jo and her team had to balance their welfare with the need for business continuity: “Generally, living arrangements in Asia are not like they are in the UK – many people live in a household with infants and older relatives, many of whom were highly at risk. So, we needed to think carefully about the emotional welfare of our own colleagues and ensure we

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provided alternative options for them. Should they come into the office? Do we encourage them travel to work outside of the rush hours, when the trains are absolutely packed? What IT solutions can we fast-track to help provide added flexibility?”

For anyone thinking that Asia is generally one homogenous market, the reality is that it is anything but – and during Covid-19, it is important to remember that Asian countries each had their own unique circumstances to take into consideration: “There are 10 markets within the Toys“R”Us Asia organization – and the government within each market dealt with the situation slightly differently. Malaysia went into total lockdown, with Singapore implementing similar measures: meanwhile, Hong Kong and Japan implemented limiting - but slightly more elastic - restrictions. We had to make sure we were flexible enough to respond quickly to local needs. This is where I’m incredibly grateful to all of my colleagues across the region for their leadership, compassion and creativity to help us weather this storm. Nobody panicked – we just figured out what we needed to do. The leadership team met constantly, so we could discuss what we had learnt from one market and fine tune it for the next market.”

Inevitably, with many territories locked down and stores closed, eCommerce became crucial to keeping the business operating: “Our online business grew exponentially. It was like going straight into full-on Christmas mode overnight.

The massive upswing in online sales stress-tested

Special Feature our business in April and May. “All of our eCommerce business is supplied from our stores: we had the inventory in stores, but no customers going into them. Malls were closed, these were suddenly dark stores – but thankfully in most markets we could still go in and ship eCommerce packages. So, we were able to expedite a very fast service and utilise the inventory – and working capital – which was otherwise trapped in stores. Everybody pitched in and responded to the needs of the local community to satisfy online orders. Team members across the business were deployed to stores to pick and pack and wrap. It was a herculean effort due to the demand, but we did it, and it was a great learning curve.

Toys“R”Us Asia

and personalisation, increasing accuracy and conversion.”

This sea change in marketing communication was underpinned by the fact that, despite its tribulations in the US and Europe, Toys“R”Us remains a hugely trusted and respected brand in the Asian market: “We’ve been in Asia for 36 years and there is a deep-rooted brand affinity for Toys“R”Us here in the region. At this time of uncertainty, people looked to brands that they could trust – brands which gave them ideas, who fulfilled deliveries, and above all, who showed that they cared. We have been humbled and respectful of the trust and confidence our customers instilled in us. It certainly illustrates that there is a genuine emotional connection

proud to be in an industry with a brand that can generate that kind of powerful emotion. I’m hugely humbled by what we’ve been through, but it has made us stronger, both as a team and as a brand. Covid hasn’t derailed us. If anything, it has made us more determined to offer our customers in each of our markets the best product we possibly can, the best value and the best service.”

The way that Toys“R”Us has positioned itself at the heart of its local communities was exemplified by a small but heartfelt gesture to the frontline staff in Wuhan: “When Wuhan opened up again, we sent toy parcels to around 1,000 of the frontline workers of the 56 hospitals in Wuhan, because they had not gone home - they worked tirelessly and went weeks without seeing their families. We wanted to thank them and help them reconnect with their families when they did manage to get some quality down time.

The parcels were sent with a note saying thank you from all of us at Toys“R”Us. That doesn’t cost anything, but it shows that we are part of the community wherever we are.”

We went on to discuss which products had performed well during lockdown: there was a familiar ring to many of the success stories, which largely replicated what we saw here in the UK: “Obviously board games went through the roof – it was heart-warming to see families putting down devices and playing games together, having quality family time. Arts & Crafts was another winner. Learning, of course, because this is at the core of every child’s development. And our outdoor business has been on fire. We saw a massive shift in sales of scooters and bikes: the child doesn’t have to interact with another child to play on a scooter or bike. The parent can keep it totally sanitised – they can wipe down the handlebars very quickly – and the child is getting good exercise, which is important when many have been spending a lot of time at home.

“Add to all this a newly rolled out eCommerce platform in a number of markets; Singapore, Hong Kong & Malaysia. Our timing couldn’t have been better, because of the improved response time, and together with the quality of the back and front end, really helped us to capitalise on the exponential growth in eCommerce.”

In addition to a surge in online sales, there were other benefits to be found in the digital arena: “The pandemic has massively accelerated the acceptance of online and digital communication. We have significantly adjusted our investment in digital, to help us accelerate there faster. Whether that’s on WeChat, TikTok, Line, Facebook …we were always there, but we quickly amplified our investment in these spaces.

“Across Asia we have a loyalty membership of about 24 million – those members live in our markets and are our local customers.

Our marketing shifted to become pertinent to supporting the local community, and less targeted towards tourists. Because we have such a huge database – and don’t forget, these are our most loyal customers, they shop with us most frequently - this enabled us to focus on targeting

with the brand. I think we demonstrated another side of our emotional relationship with our customers through Covid. It really brought out a sense of partnership.

“Over the past year, people have focused on what is really important – family. When you have a young family, you value the simple things. I believe Covid will have a lasting impact on families in Asia: when they can come into a Toys“R”Us store and the children are smiling and happy because they are touching the merchandise, the parents aren’t stressed because they aren’t juggling careers and home learning…. they’ll remember that. We are helping them to experience quality family time – and creating cherished memories. You can see the joy on the faces of children and their parents, and grandparents too – something as simple as going into a Toys“R”Us, playing with toys and being with the family in a safe environment, full of compassion, support and joy.

“I think that is an integral part of our role in the community– the joy associated with our brand and the toy industry as a whole. I am very

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“I actually think that will continue – the action of washing your hands and using sanitiser is now the norm, I don’t see that going away. Hygiene measures have traditionally been prevalent here – we have always worn masks in Asia. It’s now ingrained in the DNA, particularly with young people and young families.”

We both agreed that many of the categories which performed well last year are likely to enjoy similar success this coming year, as the effect of the pandemic lingers. I asked Jo whether she felt the worst of the disruption was now behind us, and how the continuing uncertainty has affected the team’s planning for the coming year: “It’s very hard to predict – just today we’ve gone back into semi lockdown in Hong Kong. China was the first country to head into lockdown and is coming out of it first – the country is recovering relatively quickly. Japan has reached a level of containment; whilst it’s not back to normal, it feels stable – as does Singapore. However, there are no tourists across Asia for the time being– thankfully, our core business is very much geared to the local consumer and we have adjusted our marketing strategies accordingly.

“Looking forward, given the vaccine is on the horizon, that will be a huge milestone – there

Special Feature is now light and hope, and we’re very much geared to growth through 2021. I think we’ll see a gradual increase in Q1 and Q2, then once the vaccine is out there and people can travel again and feel a degree of normality, we should see further improvement.”

Ultimately, to use one of Jo’s favourite words, the pandemic isn’t one of the controllables.

However, there is plenty which can still be controlled, especially when it comes to the relationship with the customer: “We’ve all learnt a lot and it has definitely impacted our thinking and related strategies going into 2021, especially when it comes to how we talk to our customers.

The importance of leveraging data and being able to provide that personal connection to customers is key. Not only do they expect it, but more importantly it shows you care. It’s important for our brand to resonate with the customer at that personal level: to understand what she bought before and what she might need in the future.

We’re trying to be as pro-active as we can, to listen even better to our customers. We learn a lot from the two-way dialogue we have with them.”

When it comes to planning in-store activity for this year, a few unavoidable challenges remain: “With major movie properties scarce in 2021, we are working up alternative strategies to create excitement in-stores, and which leverages our learnings over the past year to drive innovation. These could be themed events in-store, to give customers different reasons to visit. We’ll be including learning events, as well as demonstrations and play opportunities. Our goal will be to give parents a reason to come to Toys“R”Us because we provide a menu of activity which provides a safe environment for families to visit, have fun, reconnect and leave with a special memory or two. Kids have also had a tough time this year and we are in an industry that can bring a smile to their face and help bring some normality back to families again in a wholesome and meaningful way.”

Toys“R”Us Asia

Despite the limitations of virtual events, Jo stresses the importance of supporting suppliers’ efforts to showcase new products digitally: “The toy industry has an ability to be amazingly resilient. It is a very entrepreneurial, creative industry and we must make sure that we nurture those qualities. If we don’t show up for the previews, there won’t be the same ambition for development. It’s a symbiotic relationship: we need the vendors to develop great product and invest in R&D. The buying community needs to give feedback and encouragement, as well as commitment to give it a go. My teams and I are spending hours on calls at all hours of the day and night to accommodate time zones. We’re deeply committed to bringing new product to market and making sure that our ranges are vibrant and representative of the best innovations out there. I feel a responsibility to make sure that my buyers are on those virtual calls, so they can see what is going on. While certainly significant, this is thankfully a shortterm blip, but we’re going to get through it together and I think we’ll come out of it stronger and better than ever.”

Traditionally, of course, the global toy community would be about to head off to Hong Kong just as this issue lands on desks. The fact that we aren’t able to do that in 2021 is as

I asked Jo if she was feeling confident about the coming year: “Absolutely, there is so much more to be confident about this coming year.

It’s our job now to deliver on our promise to make a trip to a Toys“R”Us store safe, fun and rewarding for all. It’s a multi-faceted proposition which includes bringing new products to market, enhancing the quality of experience consumers will have, enabling children to relax, helping to take the pressure off parents, and ensuring the whole family can just focus on and enjoy being in a toy store interacting with great toys and baby products. That’s our job, and we’re going to do that to the best of our ability.”

Like all other retailers, one of the most challenging aspects of a post-coronavirus world is the absence of physical Toy Fairs, a subject close to Jo’s heart. So, what does she make of virtual previews? “I’m getting a sore bottom! I am sitting watching hours and hours of previews.

Seriously though, there’s no denying that it’s a challenge – it’s more difficult to interact and express a perspective about a product or packaging design, which as you know John, I am not shy about doing. I guess we’re fortunate that we are based in Hong Kong, so we can still get into showrooms. But more broadly we’re also fortunate that technology allows us to keep the business progressing in this way.”

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disappointing to Jo as it is to the rest of us: “Hong Kong misses the toy industry hugely. On behalf of the Hong Kong toy industry, we can’t wait to have you back. Hong Kong is the heart of the toy industry - it always has been. The showrooms are still here. If we have to have Hong Kong Toy Fair in July, I don’t care – we’ll be there, welcoming you all back with open arms.”

Like the entire toy community, Toys“R”Us Asia has weathered the storm of 2020 remarkably well.

Now, it is all about looking ahead and planning for the future: “We have definitely come out the other side with our great teams fully intact.

And through it we were able to demonstrate a resilience, compassion and support for our customers and colleagues, along with quiet, nimble leadership. That unwavering focus on our customers and our colleagues – along with healthy doses of stoicism, resilience and courage – has seen us through. And yes, through it all we’ve continued expansion, with more store openings planned in 2021.”

When we do manage to make it back to Hong Kong, Jo tells me I should tell check out the newly revamped Ocean Terminal store, the branch that the toy community is most familiar with.

Apparently, it looks amazing – and I can’t wait to see it in all its glory.

touchingbase

Brexit

Ciao, Adios, Goodbye…

At the time of writing, the exact shape of Brexit is still an unknown; what is almost certain is that Britains will be waking up on 1st January no longer citizens of the EU. With buyers and retailers seeking reassurance, we asked a number of suppliers how they’ll be ensuring smooth trade in 2021, regardless of the outcome of talks.

Phil O’nion

Martin Whitaker

UK sales manager, Tactic Games The majority of our games are designed and manufactured at Tactic’s state of the art facility in Pori, Finland, and the team there has been very aware of the UK’s requirements in the lead up to Brexit. We have been in regular communication for months now, so I have every confidence that we are well prepared for this new era, and that great care has been taken to both minimise disruption and ensure a smooth transition.

In conjunction with our games specialist Richard Heayes, we have liaised with the product development team in Finland on the UK’s needs for 2021, and have had plenty of time to make sure all the ideas for new game play could be realistically met through all aspects of the process. We’ve worked diligently and closely on design, production, timings and delivery schedules, and are pleased to report that by the end of 2020 Tactic Finland delivered enough stock into the UK to cater for the spring and summer seasons. With so many years’ experience supporting our retailers, we are also very familiar with our customer processes.

The Finland production team is well placed to react to any specific instructions and adapt as necessary.

Because Tactic management has been following the developing Brexit situation for a long time, all the required documentation in relation to toy and game safety, as well as the protection of trademarks and taxation, is in place, and we are all set for a successful year of trading.

Managing director, Simba Smoby Toys UK 2020 was a year like no other.

Not only did we experience the same disruption as everyone else, we also merged our two UK subsidiaries (Simba Smoby and Siso) – all while spending time planning for business post-Brexit. Our main priority is ensuring that this transition is as seamless as possible, even though the lack of detail has made it a challenge.

We have production facilities in Germany and France, and as part of our forward-planning we also placed our orders for spring/summer stock early. This is now ready to ship to retailers. In the early months, this will be particularly important across the Smoby outdoor collections. Our sales last year across this range were huge, and we expect demand to continue into 2021. Not only do we have some fantastic new introductions, including the market-first plastic Teepee, the Garden Playhouse, and the Neo Friends House, our online presence is continually increasing through influencers and social media. It’s therefore imperative that we are well-prepared for a high volume of sales.

We have worked closely with our freight partners to ensure that we will have continuity in shipments, and are confident that we have the right plans in place to achieve this.

Vijay Advani Managing director, Amaroni After three years of Brexit uncertainty, we are now facing a new dawn with new rules, new business processes and new beginnings. German toy and games manufacturer Haba has been working tirelessly behind the scenes in recent months to ensure that the post Brexit transition for UK customers is a painless process. Haba’s ambition to grow its UK market presence exponentially in forthcoming years has been reinforced by forging an even stronger alliance and partnership with UK logistics and sales specialists Amaroni Ltd. Following a year as Haba’s UK sales agent, Amaroni has now been appointed by Haba as its official UK distributor. With toy industry expertise that covers imports, logistics, sales and distribution across countries within Europe and beyond, Amaroni is well placed to support Haba’s drive to deliver customer satisfaction and guarantee ongoing business growth.

From its UK based storage and distribution facilities, Amaroni will be ensuring that customers benefit from dedicated customer service, faster deliveries of stock (with next day delivery options) and competitive rates with trusted carrier partners. The UK ‘in stock’ product range features a blend of both UK and international Haba best-sellers. Newly created interactive catalogues can be found on the Amaroni website, which enhance the customer purchase experience and simplify the ordering process, while retailers will be fully supported with media assets, product features, educational information and ‘point of sale’ product displays. Consumers can find their local Haba retailer through the Amaroni website store locator.

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Brexit

touchingbase

Terry Crew Managing director, DKL-Beysal DKL-Beysal has been working on the premise of a No Deal Brexit, and has such has been collaborating with its major distribution brands Hama, Plus-Plus and Breyer to ensure that all relevant testing and documentation is in place. We anticipate that all new deliveries from January 1st onwards will feature our head office address and the new UKCA logo, while our packaging will continue to support the CE mark as this will be required for our shipments to Eire and Northern Ireland. We are also working very closely with our distributors to ensure pricing is competitive for next year - we will have to consider new import duty tariffs, and the effect this will have on our products.

To ensure smooth deliveries we have also been working with our logistics provider, Import Services, which has been most helpful with its support and advice through this transitional period. However, like most people I am very concerned that custom controls will be overloaded, creating huge delays at the port of entry into the UK. If this happens, the situation will be totally out of our control.

Damien Collet

Philip Redmond Head of sales, SES Creative

SES Creative has had a project management team working on the UK transition from the EU for several months, and as a result our business is in a good position, and well prepared for the changes Brexit will bring.

As an EU-based manufacturer shipping direct to the UK, it has been vital for SES to prepare for Brexit well in advance so we can ensure a minimal level of disruption for our customers.

From the start, our focus has been to ensure that our independent customer base is not negatively affected when Brexit takes effect.

We have been able to maintain our current minimum order value by introducing new efficiencies into our logistic processes, and negate impacts on pricing caused by the extra costs associated with border checks and charges in 2021.

We are fully prepared for all UK import requirements, and will transition to UK VAT invoicing for orders on the 1st of January onwards. This will be a seamless transition; our customers will only notice that there is now UK VAT on invoices. With regards to UKCA labelling requirements, these will be phased in during 2021, in line with the one-year transition period allowed as we move from CE marks to the new UKCA mark.

All this work behind the scenes allows our sales team to visit customers across the UK and take orders with the peace of mind that the toy retail sector, and most notably the small and medium sized retailer, can order with confidence as they look to move forwards into 2021

CEO, Nikko Toys It’s hard to believe that the UK’s Brexit referendum took place nearly four and a half years ago; at the time of writing this short piece, we are still no wiser about whether or not we will be trading under the terms of a new UK/EU free trade agreement, or reverting to the default terms set out by the WTO. While the predictable longwinded game of cat and mouse has played out between London and Brussels, information shared on the UK’s government websites clearly indicates that the UK is sufficiently prepared for life after the EU. Since mid 2020, I have seen detailed information shared extensively by UK government departments on how businesses should prepare for post-transition period on January 1st, 2021.

Therefore, you will hear no complaints from me.

At Nikko Toys, we decided to make 100% of our product range compliant from the get-go on 1st January; we don’t see the benefit of taking a ‘wait & see’ approach.

All products being delivered into the UK from January 2021 will have the new UKCA mark applied to product and packaging, and all items have the required UK declaration of conformity available on our website. Nikko has always had an authorised representative based in Continental Europe who takes care of all our European responsibilities. Under the new UK regulations, businesses will now need to appoint a UK based authorised representative. Nikko Toys appointed this UK authorised representative back in September 2020, and they have been provided with all the necessary training for the entire product line. Intertek testing services has been the perfect partner to Nikko Toys over the last few years. Working with it to breakdown and implement the necessary UK regulations for January 1st has been painless.

There is little doubt that, over time, the UK will make certain revisions based on broader plans on how it wishes to legislate, but I have been comforted by what I have seen to date. Overall, it seems as though the government is conscious not to create too many additional hoops for businesses to jump through during what is already a very sensitive moment, and I feel a concerted effort has been made to align the majority of 2021 regulations with those currently being used across Europe.

Our focus remains firmly on making the highest quality product with great new innovative features. Whether you were for or against it, Brexit is here. Ready or not, you have to work for the future. We chose ready.

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VAN

01626 835400

sales@wiltonbradley.co.uk

www.wiltonbradley.co.uk

Special Feature

Mattel

Looking through a different lens

Mattel had a strong 2020, despite the obvious challenges, thanks to some major brand anniversaries –Thomas and Friends’ 75th and FisherPrice’s 90th – and a reactive approach to marketing and consumer engagement.

As the company heads into a new year, Michael Hick, vice president & country manager - UK & Ireland, and Kelly Philp, UK marketing director, told John Baulch and Rachael SimpsonJones how Mattel will be taking things forward for 2021.

position the company is in – and rightly so. The most recent NPD data available at the time of writing showed that Mattel continued to grow above the market in Q4, up +29% in November 2020, and increased its YTD growth to +22%.

“

Hopefully that was a year we won’t have to repeat in our careers,” says Michael at the start of our interview. “’Unprecedented’ is a word that gets bandied around a lot, but we really did see the highs, the lows and everything in between in 2020. Existing trends such as online shopping, rising VOD consumption and the changing role of the high-street fast-forwarded five years in just five months. For us as a commercial team, it was fascinating to see just how quickly Mattel could transition and adapt to ever-changing shopper, consumer and retailer demands.”

Despite the turbulence of last year, Mattel’s performance was hugely impressive, and the team is both pleased and proud about the

Trading started strongly right off the bat coming into 2020, says Michael, and momentum was strong as the pandemic began to take hold.

‘Shopper shock’, which saw consumers stop spending and retailers halt deliveries, was luckily a short-lived blip on the radar, as parents turned to toys as a means of surviving lockdown with a household of boisterous and bored children – and it showed the importance and role of toys. Since then, as we all know, it’s been a very good year for the toy industry.

“We’re obviously delighted with our performance,” says Michael. “We wanted to invest significantly in the category, which we started doing this time last year [early December]. For Mattel, it’s always been about growing the toy category for the benefit of all, not just growing our share of it. We pulled a lot of our investment forward to give some impetus to the category. And ’s performance has been outstanding; it was the No.1 property in the Total Market for the second month in a row in November 2020, remained the No.1 Dolls property, the biggest growth property, and the Barbie Dreamhouse is a top seller too.”

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Barbie’s strong performance was echoed elsewhere in the Mattel portfolio. Michael puts Mattel’s standout performance down to number of factors, not least the momentum the company had behind it when Covid-19 really began to make its presence felt. Confidently planning on a healthy and robust 2020 trading period, Mattel had substantial inventory in place for the year, while the success of the Barbie brand is the result of several years intensive planning and development. The success we’re seeing stems from a lot of hard work that has gone into making Barbie a genuine and purposeful brand.

It’s also worth bearing in mind that late in 2019, with Brexit and the general election spooking many, few companies were making significant investments, let alone increasing them - but Mattel was. Although there was clearly no way the company could have known about the upcoming pandemic, its forward thinking, brave approach has ultimately paid off during a year no one could have predicted.

Mattel also prides itself on how it works with its retailers and the importance of collaborative planning and partnership. Throughout last year, the company worked just as closely with those retail partners that faced their fair share of challenges as it did with those riding high throughout the pandemic. As Michael notes, the fluidity of the situation meant performances

Special Feature

Mattel

could swing the other way at the drop of a hat, thanks to the ever-changing retail guidance and varying levels of consumer confidence. Retail feedback was also used to identify and close in on opportunities too. From the biggest toy chains and supermarkets to the specialist indies that sell nothing but toys, Mattel’s retail partners are hailed as the ‘picture frame’ to what the company ‘paints’. “If we get that bit wrong, no one sees our products,” says Michael.

way, consumers pull stock through Mattel’s retail partners. “Push-to-pull is definitely a big shift in our mindset,” explains Michael.

Mattel has also been building its digital capabilities for several years, with huge investment in this area coming into its own in the time of Covid. Allowing for more flexibility and adaptability than ever before, Mattel has tapped into the gaming arena and has also targeted parents in a more empathetic way something that TV advertising doesn’t allow for the way digital does. A less constrained, more tailorable medium, digital can also be dialled up or down quickly, according to what consumers want at any given moment.

Michael explains: “Look at the heritage we’ve got with our brands, and then look at the toys we make – how long have we been designing Barbie DreamHouses, for example? Mattel has classic brands that it has been producing for years, but they continue to perform unbelievably well because of their relevancy with consumers.

We have historical insights and knowledge on what we can carry through to the following year if necessary, while dialling our marketing up or down accordingly. People often call Mattel ‘safe’, in terms of the brands we have and our product lines, but that isn’t a negative; safe is good and can be turned to our advantage. Look how shoppers reacted to the pandemic: they wanted safe brands. Supporting each brand’s heritage and consumer fan base is a substantial investment into consumer, media and trend insights, which allows us to reinforce the confidence behind our forecasts and marketing positions.”

“We’re incredibly lucky to have a strong portfolio of heritage brands,” adds Kelly Philp.

“Thomas was 75 last year, Fisher-Price celebrated its 90th anniversary and Barbie is over 60 years old now, having celebrated her landmark birthday in 2019. What we saw last year were consumers leaning back into what they knew and where they felt comfortable during a time of uncertainty, and our brands were, and are, incredibly well-placed to answer this need. Our brand development has also served us well. As Michael mentioned, Barbie has become a more purposeful proposition, while Fisher-Price continues to welcome great innovation and Thomas offers ever-more classic, trustworthy train play.”

Noting that this is a journey Mattel has been on since Sanjay Luthra took over as EMEA managing director, Michael highlights Mattel’s innovative ‘push-to-pull’ ethos. As he explains, Mattel’s focus lies in creating huge demand for product among consumers - and letting that demand be the guiding force. By doing things this

Mattel is heading into 2021 with an increased investment in its brands and is being strategic in where it places it. With Christmas arriving earlier, Mattel has shifted it spend to ensure it is meeting its consumers wherever - and whenever - they are. In both its stock strategy and its marketing strategy, Mattel’s confidence is plain to see.

It remains to be seen whether the best performing categories of 2020 will also be the best performing categories of 2021, and with various levels of Covid restrictions still in place for the first quarter, Mattel is anticipating consumer behaviour will return to a more normal pattern from Q2 onwards.

With consumers seeking out the tried-andtested, Mattel’s newness in 2020 largely came in the form of new offerings within its heritage brands. However, it did launch brand new property Cave Club into a hugely competitive category. The line, which boldly combines doll play with dinosaurs, enters 2021 with strong marketing support behind it, as well as Mattel’s confidence in its capabilities.

“Cave Club is a really compelling proposition,” says Kelly. “The dinos and dolls formula reflects Mattel’s desire to mix up the girls’ space; this isn’t the doll play you’d usually see. As we did with Monster High all those years ago, introducing a slight tilt and point of difference to what others are putting into the market is really important to the team.”

“We feel that we will continue to outpace the market, but how this year will pan out is a million-dollar question,” Michael comments.

“You’ve got the pandemic, Brexit… there’s a lot of macro-economic challenges coming our way. The biggest question for me is how much of the toy buying we saw last year will continue into this year. If someone bought five jigsaw puzzles last year, are they going to buy another five this year - or none at all? On the flipside, has the pandemic showed consumers the value of play and of toys with a name like Mattel behind them? The pandemic could well prove to be a good shot in the arm for the toy category for years to come. We’re feeling positive about this year and our brands; we launched Barbie Extra late last year to a great reception, and there’s plenty more newness on the way within our heritage

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Special Feature portfolio.”

The company also has some big events to support this year too; it’s Uno’s 50th anniversary, and whenever there’s an anniversary, there’s also a major increase in awareness and demand.

Movie releases will also bolster Mattel’s product ranges for Spirit (DreamWorks) and Minions (Universal), while core brands will benefit from further development across the board. Although the movie calendar continues to suffer from significant disruption, Mattel still sees plenty of routes to market and believes that audience creativity, in terms of the platforms on which movies are being consumed, provides numerous opportunities for finding a way to reach the end consumer. Be it cinemas or streaming platforms, all eyes are on content studios and how they’ll be bringing entertainment to market. For Mattel, any response to this taps back into the agility the company honed last year.

“You’ve got to have a plan A, B, and probably even C in the current climate,” comments Michael. “We’ve all learned new ways of working and doing business, and of living and interacting with each other. Although Mattel is so big, we’re a European organisation and we’ve been using Zoom and Microsoft Teams for a long time, so aside from having to set a few people up with laptops, we found it remarkably easy to adapt to the changes wrought by the pandemic. Virtual previews remain the tough thing; if I’m being honest, I feel really sorry for buyers. Back in the days before Covid you could do half a day with us, then half a day with another supplier and then see another for a few hours here or there with someone a bit smaller.

Now, everyone wants the attention of

Mattel

buyers for much longer. It also takes much longer to go through a range virtually. Then there’s the lack of human interaction, not being able to touch and feel a product… it’s a real shame. I also feel for the smaller vendors, whose showrooms really are the best place to show off their products. When things go back to normal, I think everyone will be very excited to get back to face-to-face meetings.”

Retail has also changed, of course, with experiential retail taking a temporary back seat to the ‘get in and get out’ behaviour that many consumers have adopted when it comes to shopping in physical stores.

Mattel has always enjoyed bringing its brands to life in-store, whether that be a Barbie Tour or a visit from the Fat Controller, but by taking examples from outside of the toy industry, such as virtual events and other remote touchpoints, Mattel is pivoting to connect with its consumers in new ways. This will continue to be a focus for the company heading into 2021; even with the vaccine now rolling out, Mattel feels that a level of hesitancy when it comes to physical experiences may remain for some time.

“From an experiential point of view, we’ve tried to be really creative and have fun at the same time,” explains Kelly. “Toy World covered our tie-up with The Entertainer on the virtual Santa’s grotto, so your readers should know all about that. Feedback was great, and we helped 25 families in need at the same time by also partnering with the Salvation Army.”

Michael adds: “For Mattel, and for me personally, 2020 was all about looking at things through a different lens. There is a lot more of this sort of experiential activity dropping early this year, and a lot to look forward to in

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terms of retail activations. I always highlight how lucky we are to have such good spread of retailers in UK and so many routes to market.

Variety is healthy. We all need each one of these channels, and they all have a vital role to play.

This is why I think it’s so important that everyone in the toy industry plays their part in ensuring the indie retail scene in particular stays healthy and robust. Most of them adapted unbelievably well to the challenges of the pandemic last year, making excellent use of social media, click & collect services, kerbside dropoff and more. Just as suppliers did, specialist toy retailers pivoted and adjusted to the government regulations, and in a way the pandemic has helped some retailers adopt different ways of thinking and operating.

Those new practices will now be embedded as a part of their platforms. The pandemic galvanised retailers like never before, and hopefully next year, with the support of suppliers like Mattel and some great new products coming down the pipeline, they’ll be able to really shine.”

Company Profile

MGA

Hit after hit after hit Halfway through 2020, it was announced that Neil Bandtock would be taking over the role of managing director of MGA Entertainment’s UK & Ireland offices, a position that toy veteran Andrew Laughton, who was stepping down after 12 years with the company, had held. Six months later, Toy World’s John Baulch and Rachael Simpson-Jones caught up with Neil to find out how he’ll be moving MGA’s UK operations forward, what impact the coronavirus pandemic has had, and what 2021 has in store.

N

eil’s is by no means a new face at MGA; he previously held the role of UK general manager at MGA between 2004-2008, helping to launch Bratz on what he affectionally calls an ‘unsuspecting world’. His appointment to the position of MD UK & Ireland therefore marks a return to the company rather than a totally fresh start. Drawn back to MGA by its creativity and innovation, which Neil says lie hand in hand with its entrepreneurial spirit, his love for the company, its people and its products is immediately apparent. Since his previous stint, he tells us, MGA has established itself as a major disruptor in the toy market, and the success just keeps on coming.

“When I was at Vivid, we used to say that companies were lucky if they got one single big hit,” he comments. “At MGA though, we’re seeing hit after hit after hit, and this is something completely unique, especially for a privately

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owned company. I thoroughly enjoyed my time with Epoch making toys – I got to work with a great team on some enduring brands – but coming back to MGA was an opportunity I just couldn’t say no to. When it was offered, I jumped at the chance.”

“Andrew has done a great job; he turned MGA into a top-performing UK company, and no one could have asked for more,” Neil adds, when asked how he’ll be making the role his own – and filling some pretty big shoes. “Moving forward, we need to build out our systems and our structures to the same level that our brands are at. Over the last few years, MGA has seen meteoric growth – the company has tripled the UK business in the last three years – and that exponential growth rate can leave some things in its wake as the company ploughs forward. It’s impossible to develop your business at the same rate as your brands are growing, especially if the growth you’re witnessing is as steep and as fast

Company Profile

as it has been at MGA. In taking over this role, I’m not looking to make my mark or turn the position into something new; instead, we’re letting our innovative brands do the talking. My mission, if you like, is to make our brands as successful as possible for all our retail partners, and as easy as possible for our customers to find and enjoy. I just wish it was as easy to do as it is to say.”

Neil’s goal is to strip away the ‘big company stuff’ which he says can cause progress to falter, instead focusing on the basics of good business – getting good products into the marketplace, and from there into the hands of consumers.

This will be an ongoing focus for MGA, alongside continued brand development.

Despite the challenges of 2020, MGA has much to be proud of. First and foremost is the MGA Cares charitable programme, which produced and distributed millions of items of PPE across the globe at a time when pressures on health services and logistics meant frontline workers were finding it difficult to get the PPE they needed to work safely. This work is ongoing. The charity is now here permanently, as is the associated fundraising; a portion of the sales from MGA's L.O.L. Surprise! MGAE Cares Frontline Hero doll will be donated to several children’s hospital charities around the UK and Republic of Ireland, equivalent to £1 per doll sold.

Last year also saw MGA launch its hugely successful Rainbow High property, which performed exceptionally well across the globe.

Rainbow High’s success is put down to both the innovation seen within the dolls themselves, as well as the packaging concept - a rainbowcoloured ombre design which offers enormous on-shelf appeal. Supported by online content which had racked up a massive 12m views by the end of November, the property is very much on the ‘one to ’ list as we head into 2021, and MGA is delighted with its performance as the No. 5 fastest top selling new property in the last three months (November 2020). When we spoke to Neil, Rainbow High was sitting pretty at No. 15 on the list of the Top 50 Toys (not just dolls), despite

MGA

having been out in the market for only three months.

“We’re very excited about Rainbow High going into next year and beyond,” enthuses Neil. “As you can imagine, MGA isn’t sitting on its laurels with this one. What this shows is that amidst all the goings-on with L.O.L, Na! Na! Na! Surprise, Little Tikes, Zapf and everything else, MGA remains eminently capable of producing massive new best-selling ranges.”

“Rainbow High is more of a classic fashion doll, in terms of the size and the look,” says Neil when asked if there is any cannibalism between Rainbow High and other doll brands from MGA. “Each doll brings new fashion and fun and is completely unique, like no other on the market.

The range complements MGA’s other brands, rather than cannibalising them.”

One of the big challenges MGA faced, yet quickly overcame last year, was getting products into the hands of its UK ‘fans’ during the first lockdown. The period was a learning curve for the MGA, which took the lessons of those three months and applied them in time for Lockdown 2 in November. While MGA was confident in its position to the end of the year, when we spoke to Neil, he conceded that Christmas was likely to come through very late. Retailer feedback from previews indicated that December was expected to be a bonanza, a queues-down-the-street crazed period of sales with fans clamouring to get their hands on the latest toys (in a sociallydistanced fashion). In Ireland, which came out of lockdown earlier than England did, and to a certain extent in Wales, MGA’s retail partners reported unbelievable appetite among consumers keen to buy its brands in-store when they reopened their doors.

In line with the anticipated late Christmas, MGA kept its marketing campaigns running throughout December in order to capitalise on sales right up to the big day, unlike previous years in which they were wound down slightly earlier. With new product still being introduced

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at the beginning of December, the final few weeks to Christmas were forecast to be ‘huge’ for the company, which confidently predicted that it would get near to, if not match, the record performance it pulled off for Christmas 2019.

While all companies hope for that one big line, MGA has indeed produced a steady stream of winners, as Neil mentioned earlier. Without doubt though, L.O.L. Surprise! has to be the brand the company is most associated with. While the Collectibles category arguably hasn’t had its best year, L.O.L. remains top of the charts, and new sub-brand L.O.L. Surprise! Remix ranked as the No. 1 new product launched in last three months (November 2020).

MGA is rightly proud of the property, which has won awards all over the world. We asked Neil how the company plans to maintain both the momentum and success of L.O.L. Surprise! as it enters yet another year in the marketplace.

“L.O.L. is the No. 1 toy in the UK, and has been so since 2018,” he replies. “One or two years is impressive; staying at the top for four years is incredible. L.O.L. is an unstoppable force, and our expansion into the Fashion Dolls category marks the next step on the brand’s journey. Going from the collectible miniature balls to the bigger, more detailed and more expensive dolls was a big step for MGA. Fans will see this built upon even more this year. Product innovation and creativity will always be at the heart of L.O.L.; there’ll be huge development across the range in 2021. No one in LA has had any time off while in lockdown, I can assure you! The team has been working very hard, and retail feedback has been exceptional. I really mean that; it’s been very special indeed.”

MGA is also set to continue investing in its marketing and retail executions, something the company was particularly proud of throughout 2020. The Remix packaging, for example, allows kids to discover hidden music and lyrics via vinyl records and cassettes, innovation which offered MGA vast scope for in-store displays and activations that tied in to the musical theme; DJ

Company Profile

booths, dance zones, disco-photo booths and the like. The range is also supported by an official Remix album, which is performing well in the charts. In isolation, each product within Remix is an attractive proposition, but taken together they form a cohesive brand picture that kids are finding irresistible. And while he wasn’t allowed to give tangible details, Neil says incredible new L.O.L. packaging concepts are also on their way for 2021 (which Toy World was lucky enough to get a glimpse of through the power of mime).

MGA says that every route to market is important, and Neil feels the same way. 2021 will see MGA’s field sales team expand, while innovative software and a completely new B2B site will make it easier than ever for customers to place orders. The Little Tikes DTR site is also performing well, and growth for the brand has, unsurprisingly, been very strong, in part due to the demand for outdoor toys during lockdown and the continued rise of the Great British staycation. Noting that what customers want most from MGA is a point of interaction, Neil says it’s fascinating to see what sells best on its sites versus what is selling in the retail market. He explains: “You can clearly see that we’re selling things that are different to other retailers, and that allows us to plug a gap in the market. We sell direct and through independent trade, and it’s vital to us that we continue to grow our bricks & mortar stores as well as our internet channels.

By internet, I don’t just mean pure internet sites, I also mean websites from all our brick & mortar retailers. MGA will do everything it can to help them. We’re delighted everything is back open again, as we’ll be reaching many more consumers in-store.”

When asked how he thinks retail might evolve this year and where MGA fits into that landscape, Neil notes that online will remain an important route to market, but assuming vaccinations take hold, and herd immunity means life can return to something resembling normality, the recent rapid expansion of the sector could slow. He does, however, think Click & Collect is destined for further success, thanks to the innovative solutions bricks & mortar retailers are coming up with, such as click-to-collect windows of as little as 30 minutes. “Knowing how successful some of these schemes have been, I can’t imagine anyone would want to move away from that

MGA

service this year,” he says. “Home delivery is also becoming more of a thing, especially on larger items such as some of our Little Tikes range. This will travel further down the price range. Direct delivery will be a growing area over the next few years. Bricks & mortar is still vital for both us and our consumers; there’s nothing better for the physical experience than a toy store, being able to see and touch your favourite brands. Try as many companies might, you just can’t get a ‘wow’ from a screen the way you do in a toy store.

Experiential is vital to MGA, and if your readers saw what we did on Remix they’ll understand why. Our brands are made for retailing in-store.

I think all toy companies need to play their part in supporting bricks & mortar toy stores; a lot of them had a hard time last time, but they really are our bread and butter. Online is great, but the toy market is driven by in-store experience, and if you don’t have that, it’s much harder to launch new brands.”

One of our questions centred on MGA’s main aims and objectives for 2021, but, true-to-form, the company has a bigger vision that just the next 12 months. As MGA founder Isaac Larian would say, ‘Fortune favours the bold’. As lofty as its aspirations might be, there’s no denying that MGA is successfully achieving them - and then some, which only fuels the ambitions of its leaders even further. Growth will be driven by product development, which in turn is driven by insight from customers into what they want from the company, and how they prefer to purchase the products. Research will be used maximise opportunities, and the company will also invest in its retail partners to ensure they likewise have a successful year. Expect to see more merchandising than ever before, too, plus in-store activations - for which there is plenty of pent-up demand.

“One of the big challenges we face as we move forwards is the uncertainty that remains,” adds Neil. “How do we plan? Is Covid still going to be here in three months? What about six months, or even the whole year? The impact of Covid on the high street is also on ongoing concern. If people continue to work from home as much as they have done, will it kill off the high street? These businesses need consumers to be going to the office. We’ve also yet to find out what will happen with consumer spending levels; is there going to

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be a recession, will employment levels rise? These are concerns too. In this industry, we always say that toys are fairly recession-proof, but they aren’t 100%, and I think it’s fair to say we all can feel that.”

In terms of the opportunities presented by this year, Neil sees the eCommerce space as one of particular interest but also notes that the situation is flexible enough for success no matter the retail outlook. He says: “If there are more Covid restrictions, we’ll focus more online.

If there aren’t, then we’ll build out our in-store presence. For MGA, there are opportunities everywhere. Even if the toy industry was to decline next year, it will still remain a massive sector, and we’ll look to increase our share of it.”

One of MGA’s 2021 launches is also tipped to reach craze status, with confidence in the line incredibly high, and the MGA Cares programme will continue to be a focus and it gives back to local communities; here in the UK, MGA Cares has provided support to five hospitals in the form of financial donations to their childrens’ wards.

MGA is careful to keep information about its new launches under (very tight) wraps, and at the time of writing many of the juiciest details were still under embargo. The company, however, does want everyone to know that it’s not going to become complacent in any way, shape or form as we enter a new year. Investment will lead to growth in existing brands as well as new ones. MGA will introduce completely new brands this year, – but that’s all we can tell you for now. Filling in the blanks, it’s safe to assume each and every new brand or line will reflect MGA’s ingenuity, creativity and modernity, and excitement for the launches is building already.

“We are being incredibly bold with the amount of product we’re releasing,” enthuses Neil.

“There’s more Little Tikes development coming through than ever before, from small to big box to really big box, and everything in-between. Zapf will welcome a raft of new innovation, and L.O.L. Surprise! launches will be a veritable landslide of new product, with fresh themes. I really wish I could show you some of the things I know are coming through this year, but for now you’ll just have to trust me. There’s lots going on, and a whole lot to look forward to.”

Company Profile

Lego

Expanding the Lego experience Marius Lang, UK & Ireland head of marketing at Lego, looks back at the company’s numerous 2020 launches, and tells Toy World how the company’s product range continues to evolve, ready for the months ahead.

“

At the start of 2020, The Lego Group announced that it would be launching a series of new play innovations that would expand Lego play experiences for fans, whilst ensuring that the Lego brick remained firmly at the heart of what we do,” says Marius. “We also said that we’d continue to evolve the construction toys category. A year on, I’m incredibly proud to say that we have delivered on this. In March 2020, we stepped into the Arts & Crafts category with the launch of Lego Dots, which became the No.2 new toy property in the market according to NPD, and then in August we launched Lego Art. Designed for creative adults with a love of pop culture, Lego Art offers fans a totally new way to transform their passion into incredible display pieces.”

At the same time, the launch of Lego Super Mario united the physical Lego brick play experience with the digital play world like never before, bringing this iconic character to life. The range, which launched with the Mario Starter Course and was swiftly expanded to encompass a whole new range of Expansion Sets, collectible Character Packs and Power-Up Packs, quickly become a No.1 new toy property in the UK, was selected as a 2020 Dream Toys winner, and was

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also listed in several Top Toys for Christmas lists compiled by major retailers including Selfridges, Hamleys, Tesco, BargainMax, Smyths, Amazon and Argos. Further boosting awareness of the range, ITV’s This Morning included Lego Super Mario among its Top Toys of Christmas, and it also appeared on Philip Schofield’s How to Spend It Well at Christmas.

In 2020, Lego launched the first addition to its much-loved Lego Mindstorms range in seven years. The Robot Inventor 5-in-1 model gives builders aged 10+ the power to bring one of the set’s five unique designs to life, or take their own builds to the next level by programming them to walk, talk, think and do more than ever before. A series of new Lego Technic products, including the Lamborghini Sián FKP 37, also joined the Technic line-up. A standout example of engineering excellence, and featuring a vivid lime-green colour and golden rims, the model caused huge excitement among supercar and construction fans when it hit retail in summer.

Marius adds: “Our core lines also saw strong new additions, including our biggest ever Lego ship, which joined the the Lego City range, and a Lego Friends line-up that saw the Heartlake City favourites rescuing baby elephants in the jungle

Company Profile and enjoying glamping trips together. We also launched a number of products in partnership with Levi’s, Ikea and Adidas, showcasing the breadth of evolution in Lego play.”

Placing an increased focus on inclusivity, Lego made construction play even more accessible in 2020 by launching digital building instructions that make the build experience easier by allowing families to zoom in to digital, rotatable images of the models. Working with the Royal National Institute of Blind People (RNIB), Lego Braille Bricks also launched in the UK last year. Lego also partnered with the RNIB to distribute Braille brick kits to schools and visually impaired home-schooled children. The kits are made up of approximately 300 Lego bricks, specially moulded so the studs on top reflect individual letters and numbers in the Braille alphabet. The bricks also feature printed letters, numbers and symbols so that they can be used by sighted peers, classmates and teachers in a collaborative and inclusive way.

In November 2020, Lego unveiled its holiday ad campaign, ‘A Really Cool World’, which showcased families coming together and experiencing the joyful and humorous adventures that children create and explore as they build, unbuild and rebuild with Lego products. Part of the company’s Rebuild the World brand campaign, which aims to nurture the creative skills of the next generation, the content’s storyline was set to a bespoke reimagining of ‘What a Wonderful World’, remastered to celebrate the optimistic outlook of children.

Lego

“For 2021, we have no plans to slow down,” Marius reassures readers. “We have exciting new product launches right across our portfolio, including themes such as City and Friends, and we will continue to build on the successful launch of Lego Dots. We’ll also continue the expansion of our Lego Super Mario offering with new sets.

These will include the Master Your Adventure Maker Set - a creative toolbox that allows kids to completely customise Lego Super Mario building, play time and ways to earn coins – as well as three new Expansion Sets, two new Power-Up Packs and 10 new collectible Character Packs.”

Adult Lego Harry Potter fans can look forward to a new way to immerse themselves in the Wizarding World thanks to a range of four different Lego Art Hogwarts House Crest kits Gryffindor, Slytherin, Hufflepuff or Ravenclaw, of course. These crests can also be combined and rebuilt to make the ultimate Hogwarts crest. An immersive soundtrack gives fans a behind-thescenes peek into the Wizarding World as experts talk more about Hogwarts and the different houses, helping them to switch off and explore their love of Harry Potter as they build, while a Harry Potter logo tile adds the final touch to each impressive 15.5” (40cm) square tile mosaic before it is displayed.

The new Lego Technic McLaren Senna GTR will provide the ultimate thrill for motorsport fans looking for their next building challenge. Also new to the Lego Technic range are the Lego Technic Jeep Wrangler and Lego Technic Ferrari 488 GTE

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‘AF Corse #51’, both of which again highlight the breadth of this hugely popular range.

In 2021, Lego will also launch new products resulting from its partnership with Universal Music Group, all of which have been carefully designed to celebrate and expand children’s creativity and passion for music, while its ongoing partnership with Adidas will see the development of new co-created products that offer a diverse portfolio of footwear, apparel and hardware, with Lego bricks serving as the partnership’s main inspiration.

“We were incredibly inspired to hear how many families enjoyed Lego building together during 2020, and over the coming months we will be running further exciting activity to inspire even more families to enjoy Lego play,” Marius comments. “Following on from our ‘A Really Cool World’ experience in December, which included both a pop-up installation in Covent Garden as well as a 360 walkthrough and treasure hunt, we’re looking forward to developing new brand experiences that offer both physical and digital elements to ensure that families across the UK are able to enjoy them.”

Marius finishes: “Although I can’t say too much more right now, what I can say is that our innovative new products will continue to deepen and expand the Lego play experience while showcasing our commitment to reaching new audiences by tapping into the passion points that we know kids - and adults - love.”

Company Profile

Rubies

Opportunity knocks at Rubie’s Following some major developments for Rubie’s during 2020, including its merger with Bristol Novelty, the specialist costume company has lots to shout about as we enter 2021. Lisa Currie caught up with Mike O’Connell, COO Rubies Masquerade and MD Bristol Novelty, and Fran Hales, content and marketing manager, Rubies Masquerade and Bristol Novelty, to discuss how 2020 turned out for Rubie’s and what plans it has in store for the new year.

Mike O’Connell

Fran Hales

There were some major changes at Rubie’s in 2020 – both in terms of the parent company and also the UK operation. Can you run us through the new ownership set-up and the new UK structure?

Mike: Rubie’s US is now majority owned by Joel Weinshanker, while Rubies International Group continues to be majority owned by the Beige family. Rubie’s UK has several businesses and assets within the country, such as Bristol Novelty Masquerade. The management team is coming together, and we are working on exciting plans to continue developing our infrastructure and extensive portfolio; 2021 will be a huge year for Rubie’s International and the UK business.

Do you now feel the company is in good shape and ready to move forward in 2021?

Mike: Definitely, and I think it is important to

note that the changes we have made this year were always scheduled to happen and were not a result of Covid-19. If anything, the pandemic has hastened the progress, ensuring that we bought a consolidated Rubies UK operation quicker than it was perhaps originally planned. As a result, Rubie’s is ending 2020 in a much stronger position than it was in at the beginning of the year. We are very confident going into 2021 that we will see our industry rise as a result of the hard work that has been put in by the team over the past months, as we continue to support our retailers who are the core focus of our business.

How did Rubies fare during seasonal events like Halloween and Christmas, given the unprecedented circumstances of 2020? How was the costume market overall affected and how was Rubie’s able to ‘buck the trend’?

Mike: The industry has seen a significant fall in general costume sales as a result of the hospitality and events industry being hit with severe restrictions throughout 2020. On the flip side of this, we found lockdown provided more focus on dress up, with parents keen to keep the kids entertained at home. We also made sure we were proactively prominent in the national media, which really helped keep the dress up industry at the forefront during key seasons.

Halloween was subdued for a Saturday, but overall a success. Our eCommerce and retail

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partnerships have continued to deliver positive sales throughout 2020; it’s incredibly reassuring given the challenges we have faced together. We launched a successful Halloween campaign, with the objective ‘Raise your Spirits’, which was very well-received. We ultimately wanted people to be inspired by dress up, be creative and think outside of the box. We ran a similar initiative over Christmas with our microsite, which was full of engaging content and ideas for the festive season.

Fran: The microsite was about generating a feel good factor for Christmas, which is what we always aim to achieve. It hosted fun activities and offered ideas to parents for gifting in particular.

We were very keen to focus on gifting around Christmas time with our fantastic range of licensed product and accessories through our Bristol Novelty branch. Not only did we want to promote the fun element of an industry that we love, we also wanted to promote costumes as a perfect gift for Christmas, because dress-up is a fantastic way to express yourself and it can really bring out a child’s personality.

With all the early year trade shows cancelled, what plans do you have to share your latest developments with retail customers?

Mike: An opportunity knocks, I think. 2021 offers exciting change for us, as we will be running live virtual shows from our dedicated showroom in Nuremberg - in addition to our new Rubie’s showroom, complete with a media studio,

Company Profile

in our Bristol site. This is all part of the business growth planning for 2021, along with significant investment to ensure we continue to provide our licensed partners, retailers and consumers with the best possible service. From marketing collateral to product development, we are very keen to showcase our work remotely - and back in person when we are able to do so.

As part of our virtual showrooms, we will be showcasing product descriptions and detailed videos to replicate that unpacking experience.

This is another new development for 2021 as a result of the changes we have seen in 2020, and we are very much looking forward to seeing everything unfold.

Fran: Our showrooms are such a major advantage for us. Obviously, we haven’t got the fixed trade shows to physically exhibit our products: however, the showrooms allow us to adapt and find new and clever ways to bring our products to customers and retailers. As Mike said, we have plenty planned, especially with our virtual tours. We have a superb showroom in Nuremberg, and we are really looking to promote that heavily to make people aware of it.

In terms of the tours themselves, we have ordered in some giant life-size statues - including Iron Man - which should aid the experiential side that we really want to enhance with our showroom presentations. We have so many fantastic licences in the portfolio and we are keen to show them in the most engaging ways. The statues are just one method we are utilising to really grab the attention of our virtual visitors.

We want to make it a proper show, so people feel like they are really there.

How do you see the dress-up and party market faring next year and what can we expect from Rubie’s in terms of new ranges and new licences being added to the portfolio?

Rubies

Mike: We have to recognise the impact of Covid-19 and the push back of many major movie releases. However, we can harness the power of our portfolio by providing extended media and content to our retailers, to support their marketing initiatives. Above all, I think we can expect to see a strong recovery next year. There is a lot of talk of vaccines and changes coming in the spring and I think that will result in a positive summer. People will be attending events again, and of course we have a Sunday Halloween which will certainly provide the opportunity for one hell of a party.

Fran: Another key season for us is Book Week, and with schools back open and hopefully running as usual, we are feeling confident that we are going to have a very productive and positive week. In fact, we are already in the midst of planning for this, ahead of the event in early March.

How will the company be supporting its retailers next year?

Mike: 2020 was a very tough year for retail, especially for the indies. We will continue supporting our retail partners with contentdriven, targeted investment campaigns. Together we will continue to be the driving force in dress up and we will always lead with product development and innovation, to ensure our output is best in class.

Fran: We are very much looking forward to welcoming back our bricks and mortar customers after such a challenging year. It’s something that we have heavily supported with consumer PR and marketing campaigns: we feel very passionately about supporting them as we move into a new year.

How can toy retailers maximise on the dress up category?

Mike: I think by embracing roleplay, escapism, inspiration and not underestimating the value

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of the fun our product provides to consumers.

If anything can be learnt from 2020, it is that children love to dress up in character. Costumes are proven to help children develop their imagination and also bring out confidence in them, through their play. We facilitate a new world of possibility in a time when the world itself is in a very uncertain place.

What are your aspirations for Rubie’s in 2021?

Mike: Growth and innovation through the development of our systems and continued delivery of exceptional products, and of course, we always aspire to bring joy to consumers. Dress up and role-play is so much fun and after 2020, I think all of us need a bit more of that in our lives.

Fran: From a marketing perspective, engaging and creative content is going to be a big focus for us next year. There is going to be a lot of rich media coming from the team here at Rubie’s, as well as product videos and content. Content is key for bringing our costumes to life; retailers and consumers need to see how it moves, how it looks and we have been working very hard to deliver this and it will certainly be a more prominent tool for us going forward.

Mike: We also have the vertical integration of Bristol Novelty into the parent company of Rubie’s and all the steps are in place for that transition. As we speak, we are in the process of updating our IT and ERP systems.

Fran: Bringing in Bristol Novelty, and the range of accessories it has, under the Rubie’s umbrella is a fantastic move. We have worked hard with Bristol to elevate that brand in itself and now it is going to be part of Rubie’s, meaning there is an extremely strong and significant offering coming out next year and certainly lots to look forward to.

Watch this space.

Company Profile

Geemac

Geemac the complete package Late in 2020, Geemac completed the move to its new offices and extensive warehouse facility in Northampton. Predominantly an FOB supplier since its inception 18 years ago, in 2003, the move means the company can now start supplying its products domestically – a major boon for both Geemac and its customers. Toy World spoke to Gerald McKay, managing director, and Adam Pearson, sales director, about how Covid affected the outdoor market, and how its new premises will benefit retailers and consumers alike. say the year was a tough one for Geemac; quite the opposite, in fact.

Gerald McKay

Adam Pearson

s a company, Geemac is not one to brag, instead preferring to operate quietly under the radar. So quietly, in fact, MD Gerald McKay required some gentle persuasion from the Toy World team to take part in this interview. And for a company with so much good news to share, from its extraordinary performance in 2020 to its new virtual showroom setup, its reluctance to big

itself up places Geemac firmly in Camp Humble.

A

Gerald starts off by noting that 2020 was a strange year, an observation very few (if any at all) would disagree with. Despite having been in the outdoor products business for 26 years, and therefore believing he knew it inside and out, Gerald says the pandemic, and the behaviours and trends that resulted from it, have been both unpredictable and unfathomable. But that’s not to

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“The weather in March, and the national lockdown, was the perfect combination of factors for the Outdoor category,” Gerald tells Toy World.

“The extremely warm weather we saw in March wasn’t something we’d usually be enjoying that time of year, and the summer that followed, despite not being the hottest, was long and dry.

As a result, our biggest issue was the volume of repeat orders we were receiving from our retailers. We’ve never seen anything like it. Our factories were querying how we wanted to play the situation; if the bottom fell out of the market due to a sudden change in the weather or lifting of lockdown, we’d have potentially been left with the stock until January or February this year. The question we faced was whether we’d be better off waiting until budgets had been spent and stock had been sold out, or whether we should go again.

In the end we were supplying and bringing in new orders right up until the beginning of July.”

At that point, Geemac had taken in domestic stock to support a new customer, and there was balance stock in the warehouse which they listed on Amazon, a channel it usually keeps to a minimum to avoid causing difficulties for its retail customers. However, the beginning of September

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Company Profile saw Geemac sell 35 Sportspower Trampolines in just one hour on the platform, reflecting the continued strength of demand in the marketplace for those products even that late in the year.

But with so many trampolines, pools and other outdoor products now installed in gardens across the country, are British consumers already at saturation point as we head into 2021?

“We’ve tried to manage the expectations of some retailers that have come back with some really high numbers,” replies Gerald, when posed this question. “Everyone plans to be up, but the big issue will be matching last year’s numbers in 2021. Our current order book reflects our intention to do just that, but as we have learned this year, the weather always plays a part and so, we have learned, do pandemics. On the positive side, inclement weather doesn’t affect sales of trampolines as much as it does pools. People seem to be thinking optimistically though, especially in the successful Outdoor category; most retailers have increased their numbers for 2021 by a reasonable amount, while a few are really going for it. We’re telling customers to phase their shipments, and if they aren’t seeing strong numbers early in the year, to let us know as soon as possible so we have the time to manage orders without leaving stock sitting at the factory.”

Adam interjects at this point, suggesting that buyers are being pushed hard to grow the Outdoor category substantially for their businesses in 2021.

“Managing expectations is important, but simply stuffing as much stock as possible into the market isn’t in anyone’s favour,” he explains. “As Gerald says, we’re encouraging staggered shipments so our customers can manage their stock accordingly, and we can manage our factories the same way. At the same time, however, we’ve got major retailers that are trying to ship everything as quickly as possible pre- Chinese New Year, which is putting a squeeze on things – especially with the current situation over in China.”

The situation Adam refers to is production capacity due to global demand, also the alarming increase in shipping rates and backlogs at ports, which Toy World was reporting on back in December following an outcry from several

Geemac

companies on social media. As far as Adam is concerned though, those that planned ahead, and pre-booked their shipping, are currently reasonably unscathed by the issue, which he hopes will be a short-term one. He says that early on the pandemic, the rates Geemac was paying for shipping were some of it the lowest the company has ever paid; so low, Gerald was querying the quotes, thinking they must have been for smaller cube containers. In the US, Gerald adds, big retailers such as Walmart have front-loaded their spring/summer selections because of what happened in 2020, when the Chinese New Year unfortunately coincided with the Covid-19 outbreak. The situation saw the Chinese government extend the national annual holiday by several weeks, and even when it was over, a percentage of workers didn’t - or couldn’t - return to the factories. This led to a 4-5-week backlog in production. For 2021, it would appear that many aren’t willing to risk being caught up in the same situation, and with many retailers choosing to ship their first orders in December and January, before Chinese New Year kicks in, it’s little wonder the shipping lanes on the high seas have been feeling somewhat crowded. Combined with the increased demand for product, the pressure on factories is being felt too. Geemac, however, was talking to its retailers back in July of 2020, advising, for example, to order 60% of what they wanted with a view to topping things off at the end of September – a very sensible approach.

“The UK mass market always wants everything cheaper,” Adam adds. “Lower specs, cheaper prices, anything to show a saving. In 2020 though, we were fortunate to get some extra stock of larger American-spec Sportspower Trampolines.

We supplied the trampolines in the UK, and buyers were fighting over them simply because they were available, even though they were 20% higher in price. Consumers were willing to trade up; it proved that they’ll pay more for higherquality items. If families were stuck at home – not enjoying holidays, not paying for meals out – that disposable income was being spent on keeping their kids happy and healthy outside, and thankfully it worked in our favour. While you always have to have your opening price point

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covered, this year will see a definite ‘trade up and step on’ in terms of specification available.”

Aside from a little stair carpeting to be finished, Geemac’s move into its impressive new warehouse HQ was all but polished off by the time this interview took place in mid-December.

Although the premises were purchased in December 2019, and the new 25,000 square foot warehouse had been operational since April 2020, completing the move to the offices and 2,500 square foot showroom wasn’t finalised till late last year. Previously, Geemac has been operating through a huge third-party operation in Wigan which left the company with little control over its stock numbers or dispatches – a problem made worse by said operation frequently ‘losing’ stock on its system and refusing to take accountability (or even offer compensation). Clearly, this was a major issue, and although Geemac had known for several years that it needed to find its own warehouse, locating one that met its needs took rather longer than anticipated. In Northampton, which lies in the crosshairs of the M1 and A14, most available units are sized between 100200,000 square feet, more than Geemac requires at this stage. The company also didn’t want to buy a warehouse requiring a mortgage, thus leveraging itself with debt to be paid off. As it is, the overhead of the new warehouse is paid for, and Geemac doesn’t have to pay any rent, so aside from hiring a couple of new staff members, overheads haven’t greatly increased. The new warehouse also means that when costing, the price of that troublesome third-party logistics operation is no longer factored in – just freight from China, and shipping to customers. The pound is also gradually recovering against the dollar, Gerald adds, which is adding 6-7% extra margin on each item for retailers, like-for-like.

Something else to write home about.

The new warehouse, offices and showroom also allow Geemac to supply product domestically rather than just FOB. The company’s previous model meant it often had to turn down attractive ranges, particularly small-box, low-price pocket money lines that necessitated a domestic solution via another supplier. This was something that caused regret for Gerald and Adam. Now though,

Company Profile this regret will be a thing of the past. Geemac is also offering increased home delivery of big-box items, such as high-spec trampolines, an element of retail the company’s customers usually prefer to avoid. To build confidence among retailers wary of buying such items FOB, domestic supply has also been used initially to demonstrate the numbers these items can achieve.

“We don’t ever see the business going from FOB to domestic-only; what we’re doing is trying to create levels of supply that complement each other,” explains Adam. “Last year showed us that consumers are willing to spend more than perhaps we previously thought. For example, we have a playhouse that sells for £500, and buyers weren’t willing to take a risk on them on an FOB basis, but they took some stock in the UK and they sold out. Once you have that story to tell, it gives buyers the confidence they need to hear, and when you follow up by letting them know that you can supply those playhouses direct to the end consumer, suddenly the proposition becomes much more attractive. Now, retailers are buying them direct. I say it’s like using a sprat to catch a mackerel. Take out the risk, and you can not only prove to retailers that consumers will spend £500 on a playhouse, but that there’s a lot more margin to be made when you’ve got those numbers going through your till. Being able to fully service the market fully in 2021 is something we are really

Geemac

excited about. We want to grow the category and price points with all our current customers, and hopefully with some new ones too.”

Even though most trade shows have been postponed or cancelled, Geemac doesn’t see much changing for FOB buyers this year, whom it says are playing it safe by sticking to what they know. Geemac also has its own showroom now, where it can host virtual previews of its full range. What will be missed is the human interaction – the facial expressions or habits that give away what a buyer is thinking, which salespeople find so valuable – or items being spotted that originally weren’t going to be shown, but nonetheless catch the eye in person. Luckily, Geemac is set up in such a way that means it can bring its full showroom experience to buyers virtually, lessening the chances that a product will be missed, whether it’s in the Far East or the UK. The virtual showroom also lets the company create added theatre, while the buyer is able to see the account manager, and vice versa, too – far nicer than pitching to a blank screen.

Another benefit from its new facility is the fact that Geemac now has an in-house helpline which lets the company talk directly to its consumers, rather than having that information fed back to it by a middleman. This has taught the company a huge amount about what consumers want and don’t want, what they think of the products,

Working Together to Keep Bad Toys Away

whether Geemac’s instruction manuals are clear and understandable, and so on. While this may sound trivial, the helpline has opened the door to an invaluable learning opportunity via first-hand communication with the end-user. If something isn’t right, or can be improved, Geemac will hear about it and can let its factory know immediately.

Problem solved.

“When you’re selling high-value products, returns can be an issue,” says Gerald. “They’re expensive. Consumers are rightly more critical.

Although you do get the ones that shout and curse down the phone, the majority of people are lovely, and we really want to help them. A replacement spring or pad can be in the post the post the same day, and with the consumer the day after. If we can learn how to reduce returns, it’s a great thing for Geemac, our retailers and our consumers. As great as our new warehouse is, it’s these smaller things, such as bringing the helpline in-house, that have really put the cherry on top of the cake.

It’s also elevated us beyond what a lot of people do; simply getting hold of product and shipping it to retailers, and saying that once shipped, it’s at their risk. Geemac is completely vertically integrated, we own everything we have, and we’ll back and warranty products as well, for added peace of mind. We think this makes Geemac one of the most cost-effective solutions to market – and one of the least risky too.”

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Viewpoint Planning for the now and next

L Tristan Brooks Tristan is head of Client Services and managing partner at Azure Media, a leading youth and family specialist media agency.

ast year, our lifestyles and behaviours were re-shaped and re-moulded as we grappled with living under restrictions limiting our access to the outside world. It was a year of unprecedented change, as we all tried to get our heads around this new, and hopefully fleeting, reality.

Trends that were already happening prior to the pandemic were accelerated during this time, with technology a driving factor as our lives physically receded, but grew online. I believe there are a few key trends which may impact on how toy companies approach their marketing plans and investment for the coming year.

It is important to maximise campaign reach, as reaching families with your products and services is becoming harder to deliver at scale. As parents looked to keep the family entertained during lockdown, non-commercial video subscription services grew, further fragmenting audiences. Disney+ was the biggest gainer here, launching in March and now in the homes of around 25% of kids under 10. Netflix still leads the pack, in just over 50% of homes. This is helping to erode commercial media viewing, a trend that was compounded by the closure

of the Disney Channels at the end of last September. Advertisers will need to build marketing plans to address these shifts in viewing behaviour.

Incremental reach modelling can be applied, which enables the analysis of combined campaign reach across different media with no common form of measurement. This provides greater control over investment decisions, enabling investment with confidence in new media.

Creating deeper engagement is crucial. Throughout the lockdown period, we saw consumers much more actively involved in online purchasing. Product decisions were being made via digital customer journeys, as access to the high street was restricted. Performance within social media channels like Facebook and Instagram was well above the normal benchmark, a trend which has continued through to the end of the year. The real winners here were advertisers who were able to tailor the content to the platform, audience and the formats used. At Azure Media, a production team builds creative for our clients based on current data performance learnings. Advertisers should utilise advice from their media partners to make sure they are maximising their advertising investment both in terms

of the media placement, as well as the content within the ad unit.

The Amazon marketplace gained significantly last year: this trend is likely to continue through 2021, although competition is cluttering the customer experience, often with products the customer is unfamiliar with prior to searching Amazon.

This raises dual requirements for advertisers; the need to establish awareness of your product and service prior to the customer reaching the marketplace, and the optimisation of the customer journey within the marketplace itself. Technology here can make the competitive difference. Azure Media data tools can provide our clients with a competitive advantage.

Through auditing and analysis of the competition as well as the advertiser’s current performance and visibility, we can quickly uncover gaps and opportunities to help inform their marketplace strategy. Amazon is likely to become more cluttered and the need to stand out will only grow. A proactive data led approach should aid your business in the short to long term.

To find out more about Azure Media, please contact tristan. brooks@havasmg.com

Surviving Black Friday/Cyber Monday

I Sam Muxworthy Following toy buyer roles at The Toy Store, Daisy & Tom and Harrods, Sam Muxworthy has recently returned from a stint in Dubai working as the buying manager for Majid Al Futtaim operating Lego Certified Stores and American Girl stores across the Middle East. She now runs her own eCommerce platform: www.lovefromaunty.co.uk.

n the UK, for bricks and mortar retail, Black Friday peaked in 2014. That was the last year of people being assaulted in Asda over a half price plasma TV. Cut to Black Friday 2015, and I was working on Oxford Street in central London. The rainy street was deserted, except for a lone camera crew running around trying to find somebody, ANYBODY to interview.

Black Friday had officially moved online.

At the time of writing, I am a third of my way through a tin of Quality Street. This is my reward for surviving my first ever Black Friday/ Cyber Monday as an eCommerce start up. Black Friday annoys me - it’s not for us toy people, or is it? Why discount on the prime selling days of the year? Well, I chose not to, yet

still had my best weekend of sales to date. Although I had a slight uplift in traffic to my website, it was the increase in the conversation rate which resulted in trade tripling compared to the previous weekend.

My website conversion spiked at 6%, from an industry average of less than 2%, showing the intent of shoppers online over that magical shopping weekend. Is doing nothing really the best strategy for small businesses?

Probably not. So, how can I plan to optimise the opportunity in 2021?

Other eCommerce businesses saw success with sending out last minute emails listing discounts on overstocked lines rather than a blanket discount across the board. I also noticed companies donating a percentage of trade to charity rather than offering a discount. A strategy

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I probably wouldn’t risk is free shipping on all orders as I suspect I would see a significant drop in average transaction value (ATV). My smallest order to date was for £2 – and the customer paid double this to ship it. So, it was still a profitable sale not factoring in my time to process it. If I offered free shipping, I would have to include a minimum order value to ensure I broke even, which is not really where I want to be.

Last Summer, I did a survey on pricing. At the time, responders were very happy to pay for gift-wrapping, but paying for shipping was irksome.

I think we all know who is to blame for this. Since then, the juggernaut that is the Shop Independent campaign, has almost made it a crime to have Amazon Prime boxes in your kerbside recycling.

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Viewpoint The success of the campaign has resulted in people being happier to pay shipping fees, as this is a fairly transparent cost of supporting small businesses.

However, my email unsubscribe rate bounced up over the weekend from the usual 0%. I don’t send a lot of campaign emails but do have an abandoned cart flow turned on which people were unsubscribing from, possibly showing email fatigue from the deluge of Black Friday emails that hit their inboxes. Though, this paled into insignificance compared to my biggest issue over the BFCM weekend. I ran out of shipping boxes!

I ordered in plenty of time from my usual packaging supplier but naively hadn’t factored in how busy they would be. The usual two-day

delivery extended to six working days. I prepared my orders in giftwrapped stalagmites all around my studio, carefully stepping around them like the BFG. I managed to stretch the boxes I had until Saturday and the new delivery arrived on Monday. Disaster averted, but I could have done without the drama.

My sales fell off a cliff after Cyber Monday for two days. The timing clashed with the English lockdown ending and non-essential shops reopening. I went into full panic mode that my eCommerce bubble had burst and I was doomed to spend all of eternity in a living room filled with flat packed cardboard boxes.

Then sales picked up again and my existential crisis was forgotten.

Katy from Cotswold Baby Co

(https://www.cotswoldbabyco. co.uk/) chose to offer a gift with purchase for Black Friday. “We really struggle to compete with the discounts offered by the big boys” she said. “Rather than discounting, we offered an on-brand gift with every order placed. We had the best day of trading in our 3-year history. Sales were up on last year by 268%, the number of orders up by 228% and web traffic up by 52%. We had the chance to thank our lovely customers, and we’ve received excellent feedback.” Just for reference, the previous year they did a blanket 25% discount, so cash margin would have been significantly up too. So, I think a gift with purchase (GWP) may be the winning strategy for my website for 2021.

Perfect ten – a look at top toy lists

T James Ford James has extensive experience in toy buying, having progressed through the ranks to the position of senior buyer at Debenhams, where he led significant growth of toys, children's gifts and books, both in-store and online. Now seeking a fresh challenge, he continues to keep a close eye on toy industry and retail matters.

James can be contacted via LinkedIn.

he “Top Ten Toys for Christmas!” headlines start appearing while the cricket season is in full swing and children haven’t even broken up for the summer holidays. These early predictions are always the subject of much tutting by older generations and a raised eyebrow from the newsreader in the ‘and finally’ section. Love them or hate them, they seem to be very much here to stay.

Top toy lists serve a purpose to retailers and toy companies alike.

For the retailer, they are a great marketing hook, waving the flag for your toy range especially if you aren’t primarily known for selling toys. For toy companies, they complement the intricate and expensive marketing plans. They are a call to action, getting customers thinking ahead about their own Christmas lists and giving some direction to relatives that don’t normally go near a toy shop or department.

When I bought toys at Debenhams, the list was both something of a blessing and a curse.

It gave us the opportunity to build some marketing noise around the toy range, that we hoped would

translate in to sales, but it also became the subject of much internal commentary; nailing your colours to the mast can be risky when things don’t go to plan.

At Debenhams, driving the marketing and public awareness of our toy range was incredibly hard work when the focus of the business in the last quarter was principally on selling sparkly dresses and new fragrances. Having a top ten at least engaged attention internally for a while. Quite often, the top ten largely went unnoticed at board level until the toy sales numbers climbed towards the top of the page come a Monday morning. Then everyone would have an opinion on the list and why our list didn’t include the same things as Argos/Hamleys/ Amazon/Smyths (delete as required).

For several years there wasn’t any real understanding that there wasn’t just ONE top ten list for the whole toy industry (the positively tardy DreamToys in November excepted) – every retailer puts out their own list and writes their own agenda.

Putting together a very specific and publicly available list is fraught with dangers on the subject of price.

In any given year, inevitably, some of the same toys end up on several

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retailers’ lists. With each retailer backing these toys with stock and forecasts to deliver top ten level sales plans, there is the potential for considerable fallout if sales don’t come through as hoped. On several occasions, we were burnt by drastic price cutting amongst the bigger competition; the initial years of Sainsbury’s ‘Half Term - Half Price’ stunts and the final years of the children’s tablet explosion come to mind. A toy appearing across multiple lists is no guarantee of success for retailer or supplier and I always made a point of comparing all the top ten lists to the final NPD positions come the end the year – very often it made for interesting reading.

Top toy lists are always highly subjective and criticism will always be levelled at them. Whether it is how early in the year they come out, the accusations that they are just carved up among the big suppliers or the rather formulaic nature of many - board game, tick; Lego set, tick; animated plush, tick; pre-school license hero line, tick etc. etc. But above all, they get everyone thinking and talking about toys, and that’s never a bad thing.

Viewpoint Would calls for an Amazon boycott harm small businesses?

Amy Holden Based in Barcelona, Spain, Amy is the founder of World Alive S.L., creator of popular children’s brands Aqua Dragons and Soul Mates: kids’ yoga and mindfulness.

B

arcelona’s mayor, Ada Colau, has called for a boycott on Amazon in Spain and she’s not the only one, with similar calls for boycotts in other countries, in order to prevent the dominance of the retail giant and protect smaller competitors. In France, online retailers including Amazon were encouraged by the government to postpone Black Friday sales events while bricks and mortar stores were closed, until lockdown measures eased, and they reopened.

However, looking at Spain alone, there are over 9000 small businesses operating on the Amazon platform and 2000 of them are in the Catalonia region, where the Barcelona mayor has specifically called for the boycott. My own businesses are among them.

During a challenging 2020, our businesses were initially damaged by the lockdown of bricks and mortar stores throughout Spain, and the effect that inevitably had on sales. Now it seems that similar restrictions are being touted for eCommerce platforms; a boycott of Amazon would mean harming us all over again. Some of our colleagues that are Amazon sellers and vendors are so small that Amazon is their only digital and logistical infrastructure.

Ultimately, I believe this was an unconstructive and unreasonable statement for the mayor to make; in my opinion, it will only make the hard time small businesses are having much worse.

Without doubt, Amazon is no saintly victim. It takes a fee for the services it provides, and pays

very small amounts of profit tax, because the company can use its international entities to channel profits to low tax jurisdictions. This is wrong. Amazon should be obliged by law to pay fair taxes, like the rest of us, but this is notoriously hard to control. A digital sales tax should be levied on them.

I’m not under any illusions about the kind of company Amazon is, nor about the way it treats its suppliers and workers. Like everyone, I’ve read news reports, and I think it’s appalling. Amazon directly employs thousands of staff across Spain, and indirectly many more. A boycott puts their jobs in jeopardy too, and at a time like this, that isn’t going to help anyone.

Amazon doesn’t treat its suppliers any better. Our company is on the receiving end of constant fines for late delivery of products to its logistics centres, even when we are certain the products have arrived on time, or would have arrived on-time, had Amazon itself not delayed the reception date and time. This is one of many draconian and highly questionable methods which Amazon uses to skim and extract several extra percent from its partners – imagine the sums involved when you multiply that by thousands of suppliers and millions of deliveries. Unless you can afford to hire someone to follow up these fines through Amazon’s byzantine and opaque incident appeals process (and what small business can?), they will automatically be deducted from your payments. If you don’t have resources or time, tough luck.

Amazon is counting on it. This is just one way in which Amazon

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takes advantage of the power it enjoys, compared to its many small suppliers.

So why do we work with Amazon?

It’s a love/hate relationship really.

There is simply no other way to get our product in front of so many customers, over many territories, and be available for almost instant delivery thanks to Amazon’s awesome logistics. This can quite literally be the difference between survival or failure for many businesses. We are all running on the slimmest of margins and trying to keep our doors open and our staff employed. If Amazon can double the number of products that we sell, even while taking a hefty cut, it makes a big difference to our ability to do that.

I’d like to see politicians get behind a ‘buy local’ campaign without pointlessly demonising local businesses that use Amazon to sell their products and putting jobs at risk. Instead, let’s pressure Amazon constructively as consumers, suppliers or staff to encourage them to become a fairer platform. Support innovative ideas such as efforts to set-up competition or to impose a digital sales tax on the retailer to keep more of its profits closer to home, and put pressure on the company to improve its treatment of workers and suppliers.

There is a place for Amazon.

Brands and businesses shouldn’t be ashamed of harnessing its power to stay afloat during these turbulent times, never forgetting to support efforts to make the platform operate on a more level playing field.

For comments join me on LinkedIn.

Viewpoint Standing up to Amazon – a successful trading terms strategy Asha Bhalsod Asha has 10 years eCommerce account management experience, including at Amazon and managing the Amazon/eCommerce businesses at Tomy UK and Melissa & Doug. She now runs Etopia Consultancy, to help brands create their eCommerce strategy and grow their Amazon business, and can be contacted on asha@ etopiaconsultancy.co.uk for guidance with trading on Amazon.

W

hat a year 2020 was!

With the pandemic bringing such strong growth in eCommerce, I’m sure that many toy manufacturers experienced double-digit growth through Amazon. As a new trading year dawns, so do the much-awaited - some might even say dreaded trading terms negotiations with Amazon. This year, I suspect it will be even more challenging to find a win-win solution. For a business to successfully navigate 2021, they will need to understand and consider the impact of a vaccine, as well as differentiate between the lasting/ temporary effects of the pandemic to identify what the new ‘normal’ will look like. Only then will you be able to successfully negotiate the favourable Amazon trading terms that your business will benefit from.

It is likely that 2021 will pose many challenges to businesses that have not traditionally seen strong growth through their Amazon channel.

However, even those with a strong Amazon trading history will still face challenges. With the majority of toy companies not having access to an Amazon Vendor Manager, agreements will auto renew. With no human contact at Amazon, there is a strong likelihood that these increases will remain unchallenged – and if you do decide to challenge them, it certainly won’t be easy or straightforward (as anyone who has ever tried to navigate their way through that particular minefield will attest).

Amazon will always push for incremental changes, exerting

its influence to grow its profit margins. This year, Amazon will also be demanding greater European integration. However, these changes are not inevitable if you have the correct Amazon negotiation skills. That said, businesses should be prepared for the fact that Amazon will be asking for more than usual in 2021.

The pandemic caused exponential growth online, and when it comes to negotiations, Amazon will no doubt be considering the profitability challenges in the market and looking to leverage its dominant position in the eCommerce channel.

Equally, the phenomenal growth spurt of 2020 will provide opportunities for vendors to restrategise their Amazon channel planning. Negotiations will need to be handled skilfully, based on the best investment opportunities.

Amazon needs to be recognised as an additional marketing platform – your competitors are almost certainly becoming more competent in using the power of Amazon Advertising to their advantage. If your brand awareness has increased in 2020, then you may need to consider investing more in Amazon Advertising to sustain and defend that awareness.

Don’t just look at what is in front of you, or base decisions on what has worked in the past. Think outside the box. Consider other marketing activities that can be pursued on Amazon - sometimes you have to pay to play with Amazon. If you have had stock and operational challenges recently, perhaps is it time to consider investment in

Amazon’s AVS program? An AVS can be very useful if working closely with Amazon, to help navigate through the platform’s operational complexities and forecasting challenges.

With Amazon being such a datadriven company, now is also the time to study your Brand Analytics to gain insights from 2020. Amazon will be looking closely at its margins in negotiations and therefore you need to know where they stand ahead of the potentially lengthy discussions.

Consider the fact that new EU markets have launched Netherlands, Sweden, and Poland: you could use this as an opportunity to negotiate introductory terms in those markets. Depending on the size of your business, structure, and logistical capabilities, you will need to assess whether the PAN EU approach with Amazon is more beneficial than a localised strategy for each individual market.

You have a brilliant opportunity to dissect and understand the things you should invest money in. We are living in an accelerated digital era, and we should take full advantage of the opportunities it presents.

Businesses should be prepared to challenge the norm, to unearth how to grow in a supercharged eCommerce landscape.

It is time to get ready for trading with Amazon in 2021, and Etopia can help. Not every brand can afford to have a whole Amazon business unit in-house; we can work with you to develop your trading terms with Amazon and help build your eCommerce strategy.

2020 – a year like no other…

John Baulch John has worked in toy trade publishing for over 35 years, and will be well known to our readers for his personal analysis of industry matters and forthright opinions. If they get past Anita.

When we come to look back on the year 2020, one word will surely be used above all others to describe this most eventful of years – unprecedented. At the start of the year, few could have predicted how dramatically the whole world would be affected by a virus which emanated from the Wuhan district of China.

As I do every year, I visited Hong Kong in January, back when the

world seemed relatively normal.

During the trip, talk revolved around the prospect of further civil unrest in Hong Kong disrupting our visit (a fear which thankfully never materialized), as well as the ongoing challenges being faced by the global toy community. All the usual stuff… the rise of the online retail channel and the threat this presents to bricks and mortar retailers; the lack of a standout toy craze and the pressures

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on toy pricing and margins, exacerbated by global economic headwinds. If only these had turned out to be the biggest challenges we needed to address this year - how little we knew then…

As part of my round-up Blog from the trip, which was posted on 10th January, I made this observation: “A lot of local people are going round in masks, but that’s due to concerns over MERS (Middle Eastern

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Respiratory Syndrome) rather than being a sign of subversive behaviour.”

As someone who has been visiting Hong Kong for the best part of two decades, I had certainly noticed an increase in the prevalence of masks – but clearly had little clue what was behind it.

Within a few short weeks, the covid 19 virus started to spread across the world, and life as we knew it was temporarily put on hold. The UK went into its first national lockdown at the end of March, by which time all businesses were fearful of what the immediate future held. How could retailers keep their heads above water if they were closed? If retailers were not selling their products, how would toy companies continue to operate?

Fear gripped the toy community, as retailers moved swiftly to postpone or cancel all outstanding orders, while toy companies started to furlough large swathes of their staff (like coronavirus, furlough is another word that entered common usage this year that most people were blissfully unaware of previously).

Then a funny thing happened: it quickly became apparent that toys were still selling extremely well – in fact, far better than would be expected for the time of year. With the benefit of hindsight, this was perhaps not the massive surprise it first seemed. Schools had all been closed, so children were at home all day, every day. Parents needed to keep them occupied, amused, entertained or educated. Toys offered valuable support for parents, and sales blossomed across many categories – especially games & puzzles, art & craft, construction and educational toys. The kind of products that would keep kids quiet for a good length of time, allowing parents to get on with their own work, but also the kind of products that parents and their children could play with together. Family time and a sense of togetherness became important, and many parents became acutely aware of the true value of play.

A prolonged spell of good weather in spring, coinciding with the start of lockdown, also saw a huge increase in sales of outdoor toys, especially those for the garden. Parents were delighted that their kids could get outside, but as communal playgrounds were closed, the garden became the epicentre of outdoor play time.

Two other factors helped to keep toy sales buoyant: the first was that parents were saving money on travel to work, holidays and their social life (trips to the pub and restaurants were off limits), which allowed them to

invest in quality toys that had longterm play value. We saw the average price of toys rocket: traditionally, higher ticket items are either birthday or Christmas presents. This year, we added ‘lockdown purchases’ to the list of occasions when parents were happy to spend generously on toys.

The other factor which unquestionably helped the UK toy market was the relative maturity of the online retail channel. The UK had been an early adopter of online purchasing, with the result that we already had the benefit of an established online retail infrastructure, which kicked up several gears as bricks and mortar retailers were forced to close.

Ecommerce platforms such as Amazon were already a major player in toys – this year has inevitably seen further huge growth for the global ecommerce giant, as well as many other specialist UK digital retailers such as Very, Studio Retail, Bargain Max and Wicked Uncle, In addition, most major toy retailers had an existing online presence to complement their physical stores, which they were able to ramp up during lockdown. Whether by introducing a click and collect facility (stores couldn’t open to the public, but the public could collect a purchase from the front of the closed store) or offering home delivery options, stores were able to carry on trading.

Indeed, specialist independent stores which had previously been wary of selling online saw that this was no longer a viable strategy, and many chose to embrace the possibilities offered by the digital arena for the first time. The specialists found another factor in their favour; many people were forced to work from home, so rather than visiting stores in the city where they worked, they started to ‘shop local’. Not only was this approach more convenient, but many consumers also found it a safer option; while independent stores are smaller and therefore find it harder to introduce social distancing measures, they were also quieter and found it easier to arrange specific timeslots for visitors. With their trademark flexibility and resourcefulness, independent toy retailers became one of the success stories of the year.

Indeed, the whole toy community demonstrated a remarkable resilience and willingness to change and adapt long-term busines models to fit the current trading climate. Whenever they have been tested this year, the good people of the toy community have risen to the occasion, time and time again. In terms of numbers, the overall results have been nothing less than extraordinary: at the start

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of lockdown, many companies were concerned that sales would take a huge dip, and some even worried that they may not make it through to the other side. In practice, the reverse happened: toy sales in the UK grew by around 6% for the first 10 months of the year, something which few would have been brave enough to predict or anticipate at the start of the pandemic.

The UK was by no means alone in that respect: industry specialist information provide NPD recently confirmed that in the 13 countries across the globe where sales are tracked, sales increased by 11% to the end of August. Not every country has fared equally well; the US market has been responsible for a large percentage of the overall growth figure, while the UK has significantly outperformed the rest of Europe. Conversely, sales in the Southern European region (principally Italy, Spain and France) have been adversely impacted by the virus, mainly because its online sector isn’t as developed as many other markets. For the first half of 2020, 58% of the UK’s total toy sales took place online. In Q2, during the height of lockdown, that figure rose to a massive 75%. While the challenges posed by the growth of online retail have been well-documented, this year has clearly illustrated the huge benefits of having a successful ecommerce channel.

At the time of writing, we are in the midst of the all-important Christmas trading season – a period when a week’s sales can equate to a full month’s sales during the year. It is the time of the year which can essentially be ‘make or break’ for so many. This year feels like it should be more precarious than any Christmas period which any of us have encountered, but there are still plenty of encouraging signs. Physical stores have been closed for almost a month but are on the cusp of re-opening. Most have traded well online over the past few weeks, and many experienced a massive prelockdown sales surge – some retailers described the four days before shops were forced to close as being akin to Christmas week itself. Parents clearly felt it was important that their kids should get the toys they want this festive season. This instinctive behaviour reinforces the age-old toy community adage that parents will do whatever they can to give their kids a happy Christmas.

Above all, while uncertainty surrounds us, the toy industry is just getting on with what it does best: spreading a little joy and happiness. In strange, unpredictable, unprecedented times, it is good to hang on to that very simple thought.

Hot

Properties

Licensing bucks the trend

The unpredictable nature of 2020 inevitably had an impact on the licensing community.

However, just as the UK toy market confounded expectations by growing in the most challenging of years, so licensed toys enjoyed a far better year than might have been anticipated. John Baulch explores the licensing landscape.

T

he toy market had a remarkably successful 2020, all things considered.

While many other consumer markets struggled to cope with the prevailing conditions, toys proved to be an enduring category, outperforming expectations to end the year with higher sales than 2019. Few would have predicted that result when the first pandemic first took hold.

The good news is that the performance of licensed toys mirrored that of the market as a whole: the UK licensed toys category found itself up by an astonishing +18% YTD November, which was 10 points higher than total toy growth (+8%).

Furthermore, licensed toys found itself back at 26% share of all toy sales – a level last seen back in 2017, after which it steadily declined for a couple of years.

Interestingly – and perhaps slightly counterintuitively - both TV and movie properties grew last year, although inevitably there were winners and losers. Many of the movies which contributed to the increase were either established film franchises or movies from 2019. It was perhaps no surprise that Star Wars had a strong year, driven by the successful introduction of Disney+ in the UK and the release of the incredibly popular Mandalorian spin-off. Frozen also enjoyed a strong year, following on from the original release of the sequel last November. There is no doubt that the timing of the launch of Disney+ was incredibly fortuitous; the day after the UK went into its first national lockdown, the channel made it debut in the UK. With kids home from school and needing to be kept entertained and occupied, the channel inadvertently found itself the go-to option for many exasperated parents. So, while Frozen II had not quite lived up to sky-high expectations on its

cinematic release, it ended up having a ‘long tail’ from a merchandising perspective, something few would have predicted at the back end of last year after its initial below-par debut. Classic movie properties Harry Potter and Jurassic World are also said to have posted strong numbers in 2020, despite it being a non-movie year.

School properties such as Paw Patrol, Peppa Pig or Thomas the Tank Engine, Boys licences such as Pokemon and Sonic or Girls properties like Barbie, L.O.L. Surprise! or IMC’s Cry Babies Magic Tears, TV programmes and animated content had a huge number of eyeballs on them, and strong sales followed.

Other movie releases were not so fortuitous: movies such as Minions: The Rise of Gru, The SpongeBob Movie: Sponge on the Run, the latest instalment of James Bond No Time to Die and many others were delayed to 2021, with the expectation that life would be back to normal by then. As it has become clear that the pandemic would linger far longer than any of us expected, two distinct camps have emerged: the movie studios which are holding out until cinemas across the globe are able to re-open, and those who are exploring alternative release strategies. The VOD strategy was pioneered by Universal Studios with its Trolls World Tour release, with a degree of success. Warner Bros is another studio looking to adopt this route in 2021, by releasing movies simultaneously into cinemas and on HBO Max in countries where cinema openings remain limited.

It will be interesting to see what happens as the year unfolds, but retailers are largely adopting a more cautious approach to movie properties until they have clarity and visibility on specific release dates and launch strategies: after this year, who could blame them?

So, what does 2021 hold? Just as the overall toy market is coming off the back of a strong year, so is licensed merchandise. While this is a positive, there will be challenges when it comes to anniversarying some numbers. However, with question marks over whether some children will be kept off school in the early part of the new year, the opportunity to build strong bonds with consumers through content remains.

The ‘stay at home’ viewing bounce extended far beyond Disney+, with many properties benefitting from vastly increased viewing numbers across both linear TV and online channels such as YouTube. In 2020, content really was king. It wasn’t just one property or a particular demographic which drove viewing figures: whether it was Pre-

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The movie release schedule is unfortunately still in disarray: it is noticeable that many of the studios declined the opportunity to be part of this feature, presumably because they don’t have concrete information to share about release dates and plans, or from concern that those plans may yet have to change. Adding to the complications, both major global licensing shows have been moved back in the calendar: the Las Vegas Licensing Expo has been postponed from May to August, while the European-focused BLE event has shifted from October to November.

All things considered, we enter a new year with many positives to focus on, safe in the knowledge that licensed properties will continue to be a key driver of toy sales. Over the following pages, we explore some of the Hot Properties which will be on the radar of licensees and retailers over the coming months. And keep an eye on future issues of Toy World, when we’ll be bringing you more information about new and established licences, as more concrete information becomes available.

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Hot Properties

Pre-school Paw Patrol Nickelodeon Paw Patrol is an established evergreen brand, with a steadfast fanbase of pre-schoolers aged 2-5. The dominant strength of the brand has been maintained through evolving content and a diversified retail offering spanning all categories. The brand drives millions of UK views across varied touchpoints, from linear to VOD and digital channels. Paw’s latest thematic, Dino Rescue, was the most successful to date. The launch episode was No.1 in its timeslot with the average audience for the thematic episodes outperforming the closest competitor by +419%. The successful narrative continues across retail aisles, with continued sales growth for Paw Patrol at +47% in the UK between September 2020 vs. September 2019.

The robust licensing programme for Paw Patrol continues to strengthen and evolve. From a hardlines perspective, there will be a build out with new partners 8th Wonder and Trends UK, while exciting product will come through in autumn/winter 2021 from Melissa & Doug, Asmodee and a Mega line with Mattel.

Opportunities can be recognised on the softlines side with a build out on a full summer shop solution in conjunction with full solutions across home and key seasonal moments. Across CPG, significant headway was made in the healthy snacking space with Paw’s Seabrook’s crisps and Maxwell’s raisins, and untapped trends within the CPG space such as subscription box services will be explored in 2021.

When looking at future development plans for Paw Patrol, a key focus will be on gifting across all categories, with the Paw Patrol movie providing room to land even more incremental space. Lastly, there’s an opportunity to work with partners offering more premium price points, allowing for expanded ranging and the opening up of new distribution channels and untapped product areas. For more information please email ukconsumerproducts@vimn.com

Baby Shark Nickelodeon Baby Shark officially reigns as the No. 1 most viewed YouTube video of all time. ViacomCBS recognises the sea of opportunity with this IP and its expanding reach through the lens of content and consumer products. In May 2021, a new series, Baby Shark’s Big Show, will be arriving on the Nick Jr. channel, much to the delight of preschoolers both here in the UK and globally. In the consumer products space, Baby Shark has achieved UK sales growth of +46% between August 2020 vs. August 2019, showing that the IP is a brand that is here to stay.

The licensing programme for Baby Shark continues to grow, most notably with the expanded line from WowWee (via Jazwares). Clementoni will continue to build on its range, particularly the Soft Clemmy. Several exciting new partners are on board for spring/ summer 2021, including Ravensburger, Moose, MV Sports and John Adams. Role-play has been identified as a key opportunity for the property, fitting nicely with settings seen in the new series such as Carnivore Cove and the house where Baby Shark lives, whilst the classic IP look translates seamlessly into wooden toys; a partner to sign here is being explored. From a softlines perspective, a big focus will be on the summer shop for spring/summer 2022. As the brand skews towards a younger audience, babywear and accessories will be another key area of attention. As a result, the existing partnership with Denicci will be built on. Within CPG there’s good coverage in confectionery, chocolate, cereal and baking, with additional opportunities being looked into across beverages, ice cream and ice pops, healthy eating and more.

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Get in touch join the celebrations, which include new product, partnerships, experiential, special edition comic, and year-long marketing and PR support.

Tunes Tunes versus goons goons Special Feature

Warner Bros

Space Jam returns for summer 2021 in an all-new remake of the classic movie, starring NBA icon LeBron James alongside fan-favourite Loony Tunes characters. Toy World spoke to Rachel Wakley, Warner Bros. general manager, about how the studio will be supporting the new release and the licensees taking to the court this time around.

It has been 25 years since the launch of the original Space Jam movie – why did Warner Bros decide to revisit this classic movie?

LeBron James is a global icon who inspires fans of all ages, all over the world. Pairing up such a serious talent with timeless fan-favourites like Bugs Bunny and his fellow Looney Tunes is a chance to excite a whole new generation of kids.

What can we expect from the new movie?

Space Jam: A New Legacy sees basketball champion and cultural icon LeBron James go on an epic adventure alongside timeless Tune Bugs Bunny in an animated/live-action summer event film. Director Malcolm D. Lee, and an innovative filmmaking team that includes Ryan Coogler and Maverick Carter, deliver a transformational journey that’s a manic mashup of two worlds, and a story that reveals just how far some parents will go to connect with their kids. In the film, LeBron and his young son Dom are trapped in a digital space by a rogue A.I., and LeBron must get them home safely by leading Bugs, Lola Bunny and the whole gang of notoriously undisciplined Looney Tunes to victory over the A.I.’s digitised champions on the court. Fans can expect a powered-up roster of basketball stars as they’ve never seen them before. Basically, it’s Tunes versus Goons in the highest-stakes challenge of LeBron’s life –one that will redefine his bond with

his son and shine a light on the power of being yourself. As always, the ready-for-action Tunes destroy convention and supercharge their unique talents, surprising even ‘King’ James by playing the game their own way.

Do you see the movie as the catalyst to bring the whole Looney Tunes stable to a new audience?

Absolutely. So many of us grew up with the Looney Tunes. We can all identify our favourite character and, dare I say, identify our own traits in some of them too. Space Jam: A New Legacy gives us an opportunity to make these characters relevant to a whole new, younger audience. We’ve already started that work through some of our fashion collaborations with partners such as Converse, which has helped transition Looney Tunes into a cool, retro property for younger fans.

Taking this into toys is a real game changer for us, but, as with Tom and Jerry, this is not just about the film. Sure, it gives us a moment in time in which we can launch a whole host of new product into the market, but this is also our opportunity to build Looney Tunes as a core brand. We will follow up the movie with new digital content to ensure we keep our fans constantly engaged.

We’ve seen the success of this on DC and we’re sure this will follow suit.

When is the movie scheduled to be released?

The movie is slated for release on 16th July 2021.

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As with all releases, this may be subject to change, but the plan remains a full theatrical launch next summer.

How is the licensing programme shaping up?

The quality and credibility of partners we have on board for Space Jam: A New Legacy is incredible and shows the true potential this brand has. Our master toy partner will be Moose.

Again, we’re incredibly excited to be working with Moose; the range it has developed looks amazing.

This will be supported by other industry-leading partners and brands including Hasbro Games, Mattel’s Hot Wheels, Funko, and - last but certainly not least - we’ll have a range of Lego Minifigures across core Looney Tunes launching in line with the movie. The reaction at retail has been fantastic, with everyone wanting to be on board for this release.

What are your retail aspirations for the brand in 2021?

This is our moment to really bring the Looney Tunes and Space Jam: A New Legacy to life, and we’re working with our retail partners to ensure we maximise on this opportunity. The timing of the movie is perfect, as it’s a huge summer film that will then roll into autumn/winter listings.

We’ll have a raft of marketing and content campaigns to keep the brand resonating with customers throughout the year.

LOONEY TOONS, SPACE JAM 2, characters, names, and all related indicia are trademarks of Warner Bros. Entertainment Inc. Š 2020 Warner Bros Entertainment Inc. All Rights Reserved.

Playing l i Special Feature

Warner Bros

cat and mouse

Iconic characters Tom and Jerry have delighted viewers with their entertaining rivalry for eight decades. Now, a new film set for release early this year will see them set their differences aside as they work together to save the day. Toy World spoke to Rachel Wakley, Warner Bros. general manager, to find out more about the new movie and the opportunities it presents retail partners.

What makes Tom and Jerry such iconic, enduring characters?

Tom and Jerry have been the ultimate dynamic duo for 80 years, and it’s a testament to the strength of the brand that it continues to deliver success today. The show has always been frenetic, high-energy and full of fun, offering entertainment for fans of all ages as they watch the pair run wild in the ultimate game of cat and mouse. The fact that neither character speaks also makes this franchise easily translatable across the globe, with China and the Far East representing some of our strongest markets.

This universal appeal of the brand allows it to transcend a wide range of categories. Whether it’s entry-price plush or high-end fashion capsule, Tom and Jerry has something for everyone.

What can you tell us about the new Tom and Jerry movie?

The film is an eye-popping blend of classic animation and live action that showcases one of the most beloved rivalries in history. Set in New York City on the eve of ‘the wedding of the century,’ the ensuing cat-and-mouse battle stakes new ground for the iconic characters and forces them to do the unthinkable - work together to save the day.

When are you planning to release the movie – and are you hoping that it will make its debut in cinemas?

The film is planned to be in cinemas in March 2021.

Which licensees are already on board and what can we expect in terms of the overall licensing programme?

This is our opportunity to maximise Tom and Jerry in a way that we haven’t before. It was crucial for us to work with leading innovative partners to bring our characters to life, and we’re delighted to be working with Moose as master toy partner.

Moose has long been a company that we’ve wanted to partner with, and we’re thrilled to have it on board. The master toy range will focus on figures and plush and will be supplemented by RMS across several categories. We know that Tom and Jerry can work across multiple play patterns, so it was crucial that we delivered an accessible range that works for all retailers. We can’t wait for it to launch next spring.

How do you see Tom and Jerry translating into consumer products?

We know the Tom and Jerry duo works across a

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number of our key consumer products categories.

We’ve been seeing success in our fashion business for a while now across all age groups, as well as in our home and gifting categories. This highlights the opportunity the property offers our younger fans, giving us the confidence that we’re landing our fist meaningful toy range in many years. This is more than just a movie for us; the data tells us that this brand stacks up against major players in this space, and we’re confident in its ability to deliver results year-round as we seek to secure range space as an evergreen property.

What marketing and retail support plans will you be putting in place to support the launch of the movie and the associated merchandise?

As ever, we will build a comprehensive launch plan with both our key licensee partners as well as retailers. Our focus will be on digital campaigns that leverage the noise around the theatrical release and supporting marketing campaign. From there, we’ll work with retailers to deliver digital and in-store campaigns that maintain sell-through, ensuring Tom and Jerry becomes an evergreen brand on their shelves for years to come.

TOM AND JERRY and all related characters and elements are trademarks of and Š Turner Entertainment Co. All rights reserved.

Special Feature

Bring oonn the

Warner Bros

Bat-Tech!

Batman benefits from a host of innovative new developments this year including Bat-Tech, a marketing theme, content slate, product line and app that will engage Bat-fans like never before, as well as a new movie for 2022.

Warner Bros. general manager Rachel Wakley tells Toy World what to expect.

How has the Batman licensing programme fared in 2020?

Our Batman and DC business has delivered a really strong performance in the most challenging of years. The majority of category areas have seen growth across the franchise, with toys really spearheading this success. The main driver has been our new range from Spin Master; the impact this range has made at retail has been amazing.

We’d like to thank all our retail partners that supported the launch, and that continue to drive the brand into even greater distribution. We know newness drives the industry, and to introduce such incredible innovation to this iconic brand in the way Spin Master has been fantastic, as has its marketing support throughout the year.

Our Lego DC business has also gone from strength to strength. We’ve seen an incredible performance from the DC Minifigures since the early part of 2020, and we’ve continued to see fans buy into the rest of the range to complete their collections. This has culminated in some very impressive numbers for Lego DC.

What are your plans to ramp up consumer engagement for the brand and the licensed merchandise in 2021?

2021 is all about the Bat-Tech. This marketing theme will run through a whole host of touch points, including digital content, product, packaging, and marketing materials. A new Bat-Tech app has also been developed, allowing our younger fans to engage with the franchise in a way no one has seen before. The idea behind Bat-Tech is that anyone, provided they have the right technology, can become the ‘World’s Greatest Detective’. This is a notion that has inspired Batman fans for more than 80 years. The app itself, along with product and content, will launch in February of this year. Once downloaded

for free, fans will be able to engage in Batman missions, and scan QR codes on packaging to delve deeper into the gadgets, vehicles and wider world of Gotham City, developing a deeper understanding of the makings of the Dark Knight as they do so.

Slightly older fans can look forward to a major console release called Gotham Knights. This is a huge priority for us as a business. Despite the older demographic, we know the impact a new video game release has on our younger fans, and our marketing plans will ramp up ahead of Gotham Knights hitting the market later this year.

Which new launches from existing licensee partners are you most excited about?

Our Bat-Tech line up of product is one of the strongest we’ve seen, and that’s coming through in both Spin Master’s range of action figures and Mattel’s Imaginext products. This is the perfect way to update and refresh existing assortments, whilst staying true to the franchise and allowing fans to engage in the brand in a whole new way.

I’d also add that our Lego line up on DC looks particularly strong for this year, and will continue to build on the momentum we saw through 2020.

All three key partners have done an amazing job. Their work will be supplemented by other fantastic product from key partners including MV Sports, with its Batman bikes, scooters and rideons, as well as our first DC venture into the Goo Jit Zu brand from Character Options. There’s plenty to get excited about across Batman and DC this year ahead of The Batman movie, now slated for release in March 2022.

What is the content plan to support Batman looking like for this year?

The content plan is really focused on our digital channels across DC Kids.com and our DC Kids YouTube channel. We know this is where kids are,

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which is why our goal is to continually deliver new content that keeps those young fans engaged.

Content will be a combination of short-form stopmotion, influencer shows and more, all aligned with the Bat-Tech campaign. The app will form a major part of our content roll out through the year, allowing kids to become part of Batman’s team. This will benefit from new additions set to roll out every month. We’ve worked hard over the last 18 months to ensure we have a content plan that matches up to what the kids of today expect, and we truly believe that our plan for 2021 will be market-leading, such is the all-encompassing nature of the Bat-Tech campaign throughout all major touchpoints.

How can toy retailers maximise on this iconic franchise?

We’ll never tire of saying this at WB - range support is, and always will be, our No. 1 focus. We have the product, the partners and the content plan to ensure that range support, both in breadth and depth, will be rewarded with sell-through and repeat purchase. Our partners are working with retailers to get these plans right, offering a whole host of exclusive product in return for that support. We’re working with retailers on out-of-aisle activations that will maximise on numerous key moments throughout the year, such as the launch of the Gotham Knights console game and Batman Month activations throughout September. As always, September is our opportunity to celebrate The Dark Knight as we build up to Batman Day. This celebration will see Warner Bros. release a raft of new Bat-Tech-based content, as well as several PR activities. Batman Day remains a key window for us, and one we want to maximise on as much as possible with our retailers. This will give us all a great boost before we head into the all-important Q4 period.

BATMAN and all related characters and elements Š & ™ DC Comics. (s21)

Hot Properties

Pre-school Blue’s Clues & You! Nickelodeon Ricky Zoom made its broadcast debut in international markets late last year and is already proving to be a hit show around the globe. The CGI action comedy series for kids aged 3-5 years hails from the producers of PJ Masks and follows the adventures of Ricky, a little red rescue bike who shares his experiences with his enthusiastic Bike Buddies Loop, Scootio and DJ. The licensing programme will reflect the show’s colourful cast of vehicle characters and will be spearheaded by Tomy’s toy range, which arrives at retail in selected territories from spring. Further rollout throughout the year will include figures and playsets featuring the four core characters. The brand’s first app, Welcome to Wheelford, has also been a success, generating 1m downloads internationally within just eight weeks of launching. New games and locations are on the way, as well as a creative new app in March.

Dino Ranch Boat Rocker Studios Dino Ranch, an action-packed pre-school series, is making its North American debut on Disney Junior, US, and CBC, Canada, this month.

Targeted at 2- to 5-year-olds, the animated series follows the Cassidy family as they tackle life in a fantastical, “pre-Westoric” setting where dinosaurs roam. Dino Ranch, a working farm and dinosaur sanctuary, is home to the Cassidy family, which includes adopted siblings Jon, a fast-talking, wide-eyed young cowboy who fancies himself the fastest lasso in the west; caring Min, a young dino doctor in-training; and Miguel, a smart and deep-thinking inventor with big ideas. Accompanied by their own distinctive dinosaurs - Jon’s speedy raptor Blitz; Min’s big-hearted brontosaurus Clover; and Miguel’s tiny but mighty triceratops Tango – the kids discover the thrill of ranch life while navigating the great outdoors through unforeseen challenges. Packed with comedy and adventure, audiences are sure to fall in love with the blend of dinosaurs and adventurous ranch life.

Award-winning global master toy partner Jazwares is launching a toy line to kick off the franchise, while Scholastic has been appointed global publishing partner for English language territories. Product will roll out from Q3 2021. Additional categories and international sales are currently in discussion, with further announcements for the UK and EMEA planned for the coming weeks.

Love Monster Boat Rocker Studios The Quirky 2D-animated pre-school series Love Monster continues to captivate audiences. Based on the best-selling books by award-winning author Rachel Bright, published by HarperCollins Children’s Books, the 54x7’ series premiered on CBeebies and BBC iPlayer in January 2020 and continues to roll-out internationally, most recently in the US on HBO Max in December.

Golden Bear’s toy range, which includes feature talking plush and figurine sets, launched with Argos/Sainsbury’s in Q4 last year and will roll out to Amazon and Smyths from this month. Additional partners include Amscan, Blues, Cooneen and Dreamtex, whose dress-up, apparel and bedding lines launch from spring 2021. Additional categories and international sales are in discussion.

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Hot Properties

Pre-school Octonauts Silvergate Media Silvergate Media is readying a major brand launch for new Octonauts spin-off series Above and Beyond, which rolls out globally from autumn 2021. The popular preschool property is also on the verge of announcing a new global toy partner.

Set to spearhead a fresh licensing programme for the brand, toys are poised for retail launch from summer 2022.

In Octonauts Above and Beyond, the Octonauts take their adventures beyond the sea and onto land. Enlisting their intrepid friends from around the globe as specialised Octo-Agents, and equipped with a new fleet of land-based Terra Gups, the Octonauts’ mission is as vital as ever: explore harsh and remote environments, rescue animals that need help, and protect the land and all living creatures. The 156 x 11-minute new episodic adventures are in production through to 2023, and will pave the way for a relaunch of the brand and licensing programme in multiple markets.

Monkey with a Tool Belt Silvergate Media Silvergate Media’s animated action-adventure comedy series, Chico Bon Bon: Monkey with a Tool Belt, follows lead character Chico Bon Bon and his engineering crew, the Fix-It Force, as they ‘bring the awesome’ by solving engineering problems in the mechanically challenged town of Blunderburg. The bright visuals, fun cast of characters, gadgets and CG animation have clear toyetic appeal. Based on the picture book series by author and illustrator Chris Monroe, the show balances strong educational STEM narrative content with huge entertainment value.

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www.jointhebearhunt.co.uk Contact Pindy.O’Brien@walker.co.uk • +44 (0)7546 587778 Walker Books Ltd. 87 Vauxhall Walk, London SE11 5HJ Direct Line: +44 (0) 20 7396 2410 • www.walker.co.uk We’re Going on a Bear Hunt © Bear Hunt Films Ltd. 2016.

Licensed by Walker Productions Ltd. on behalf of Bear Hunt Films Ltd.

Hot Properties

Kids & Families We’re Going on a Bear Hunt Walker Books Walker Books continues to expand its global licensing programme, having announced the launch of toys for We’re Going on a Bear Hunt via an EMEA partnership with Rainbow Designs.

The classic chant-aloud book We’re Going on a Bear Hunt, from Michael Rosen and Helen Oxenbury, started a publishing phenomenon 30 years ago with readers ‘swishy-swashying and splashsploshing’ through the award-winning family favourite. With over 11m copies sold worldwide in 42 languages, children and families all over the world can enjoy the story for years to come. Now an awardwinning animation, We’re Going on a Bear Hunt continues to be an annual favourite for Channel 4’s key holiday schedules and 4OD. TV sales include France, Belgium, Spain, Norway, Sweden, Australia, Japan and the US. During the 2020 lockdowns, children were inspired by We’re Going on a Bear Hunt. Teddy bears were placed in street-facing windows, allowing children to hunt for bears in their neighbourhoods.

As ‘The Home of Classic Characters’, Rainbow Designs will be enhancing further Bear Hunt adventures with the launch of its soft and wooden toys. The Bear Hunt range includes a soft and cuddly Bear toy, as well as a Wooden Shape Puzzle featuring the Bear and Rufus the dog. Illustrated with paw prints, the puzzle also features iconic Bear Hunt sayings including ‘Splash, Splosh’ and ‘Squelch, Squerch’.

Further new additions to the range will follow later in the year.

Rainbow believes We’re Going on a Bear Hunt is the perfect addition to its range of prestigious children’s brands, and says that welcoming such a joyful and iconic character range to the portfolio will kick off what is set to be a milestone year for the company. Walker Books, meanwhile, says the softness of Rainbow’s plush products, and the all-round high quality seen in each and every product, delivers everything it is looking for in a toy range.

Prior to the toy launch, babywear launched in Asda stores in December 2020. Ranges are available for both boys and girls, and a unisex assortment is also on offer. Asda will continue to support further ranges throughout 2021.

Walker Books will also continue to support We’re Going on a Bear Hunt with both its Classic and TV-tie in publishing in 2021.

Dennis & Gnasher Beano Loved by four generations of parents and kids alike, Beano is one of the most recognisable British brands of all time, having made generations of kids (and big kids) laugh for more than 82 years.

It was a busy 2020 for Beano as it continued to bring licensed products to more fans across the globe. Dennis & Gnasher: Unleashed! made its cinematic debut, new licensees Rachel Lowe, Great Gifts and H&A all launched new products into retail and the brand saw unprecedented demand for comic subscriptions as families relied on their weekly dose of fun and laughter as they stayed at home.

2021 is going to be a momentous year for the brand as it celebrates Dennis’ birthday. One of the world’s most iconic mischief-makers, Dennis first appeared in Beano on 17th March 1951 and this year will have entertained readers for 70 years.

To mark the celebrations, Beano has signed a raft of new licensing deals. Tower Mint is creating a commemorative 50p piece for fans to collect their own little piece of Dennis history. Prickly Thistle is developing a bespoke Dennis tartan, which will be available across a birthday collection of scarves, braces and jumpers.

Gullivers Theme Parks will be running Beano and Dennis themed activities across all four of Gullivers’ attractions. Visitors will be able to enjoy storytelling, trails, character costume appearances in branded areas and experience specific Beano activities and rides.

Beano will also partner with its first major global game developer and distributor, GameBake, to develop a unique suite of Dennis & Gnasher: Unleashed! hyper-casual games for online, website and mobile platforms. Dennis and Gnasher will travel the world, bringing their special brand of mischief to fans across the globe.

Dennis & Gnasher: Unleashed! will also return to CBBC with brandnew episodes in early 2021 as the hit series continues to delight viewers with their adventures in Beanotown.

To mark the momentous year, Beano will be amplifying the mischievous fun Dennis is renowned for. There will be a full year of brand activity with a national marketing campaign, a specialedition comic, multiple national brand partnerships and further experiential activity. More details of the celebrations will be announced in due course.

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Over $1B in Franchise Revenue to Date Over 1.14B Games Sold and Downloaded Sonic The Hedgehog Movie $310M+ Box Office to Date

Celebrating 30 years in 2021

FOR LICENSING OPPORTUNITIES CONTACT: EUROPE, MIDDLE EAST & AFRICA: Jason Rice Email: jason.rice@sega.co.uk Tel: +44 (0) 208 996 4568 www.sonicthehedgehog.com/uk

@Sonic

US, CANADA & LATIN AMERICA: Alex Gomez Email: alex.gomez@segaamerica.com Tel: +1 (747) 400 2410, ext.203 @sonic_hedgehog

/sonicthehedgehog

/sonic

REST OF THE WORLD: Shigefumi Tanzawa Email: s_tanzawa@home.segasammy.co.jp Tel: +81 3 6864 4828 www.SEGAShop.co.uk

©SEGA

Hot Properties

Kids & Families Subway Surfers Sybo Games Subway Surfers kicks off 2021 as one of the most successful properties of 2020, a year that saw multiple first-ever activations and continued achievements for the chart-topping mobile game.

Coinciding with the first toy range arriving on shelves over the summer, US retailer Walmart entered the Subway Surfers digital universe in the most authentic way possible.

The Little Rock, Arkansas (USA) stop of Subway Surfers’ world tour afforded players the opportunity to run by - and through - the giant retailer.

Timed to the kick-off of the American NFL season in September 2020, Sybo and the NFLPA teamed up to transform six of the biggest football stars in the sport into playable Subway Surfers characters. This allowed players to unlock and run as their favorite sports heroes, including as Tom Brady.

With its loyal fanbase always in mind, Sybo held a fan-art competition, encouraging players to design a character that would end up in the game. With hundreds of submissions and thousands of votes, the final design, dubbed ‘Tankbot’, was chosen, turned into a 3D character and introduced in the Peru game event (October 2020) as a playable character.

Subway Surfers celebrated Singles Day both in-game and across social media with an activation that saw one of the Subway universe’s most iconic characters, Frank the mysterious man in the bunny mask - take centre stage. A 2D-animated rendition of the character chatted with the Subway Surfers community and player-base in a romantically-set live stream event on Sybo TV, rewarding viewers with a one-day-only cost reduction of Frank’s character in-game.

Delivering a record-breaking year in downloads once again, Subway Surfers’ popularity continues to grow. Download numbers for Subway Surfers have been incredible over the 2020 summer period, reaching heights of over 73m downloads in July alone. In October 2020, Subway Surfers was the second most downloaded game of the month, just behind Among Us, the viral mobile hit. At the time of writing, it was estimated the game will tally half a billion downloads for 2020 - yet another record for Sybo.

Touting over 3b downloads in total to date, Subway Surfers holds the title as the most downloaded game in Google Play's 10-year history, and the first game to cross 1b downloads. It also is the most downloaded endless runner game in Apple's App Store's history.

Originally conceived as an animation property in 2009, creators Sylvester Rishøj Jensen and Bodie Jahn-Mulliner won a Best Animation prize for their short film about a cool character that hangs out at an old subway station, avoiding a grumpy inspector and his dog. This gave birth to the mobile game Subway Surfers in 2012, which they further co-developed with Kiloo, a Danish games publisher. c

Paddington Copyrights Off the back of the successful launch of the Paddington television series both on Nickelodeon and Milkshake in 2020, new TV product ranges have launched which will engage a whole new generation of fans discovering Paddington for the first time through his adventures on TV. In 2020 we saw the launch of TV tie in Publishing (HarperCollins), Magazines (Redan), DVDs (StudioCanal), as well as toys and games to include plush, figures and playsets (Rainbow Designs), puzzles (Ravensburger) and electronic learning aids (Trends).

From spring 2O21, further TV tie in launches include Aykroyds/TDP (nightwear), Fashion UK (daywear), Kokomo (toiletries), Character World (bedding), Willian Lamb (bags, backpacks and footwear), DNC Housewares (lunch bags, bottles and melamine), Amscan (dress-up) and Moonpig and Danilo (greetings cards).

Additional categories are in discussion for autumn/winter 2021.

These new TV tie-in launches bolster the existing licensing programme for Paddington, where there are new launches throughout 2021 from existing and new licensees, across both the classic and movie style guides.

In 2020, Copyrights also launched an official online Paddington Store, creating a destination for all Paddington fans. Consumers can now also find official Paddington eCommerce channels on Amazon, eBay, Facebook and Instagram.

The Adventures of Paddington has achieved strong and consistent ratings on both Nickelodeon and Milkshake since its launch. The first series, executive produced by multi-award winner David Heyman (Harry Potter, Paddington 1 & 2) features 52 episodes, each 11-minutes long.

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MORE THAN

500m

downloads in 2020!

for licensing: naz@sybogames.com

subwaysurfers.com

youtube.com/sybotv

Hot Properties

Kids & Families Polly Pocket Mattel Over 30 years since launching, Polly Pocket’s original micro-scale size and compacts, which made her a 90s phenomenon and legacy brand, remain popular with today’s kids. The product line is bolstered by an animated series which has introduced a new generation to the world of Polly, and amplified her compelling story for modern fans.

With more than 10m compacts sold throughout the years, the current compact product line reflects the brand's heritage and surprise factor while offering an updated look at the characters and scenes from the content. The series follows Polly and her friends as they embrace big adventures in a shrunken size, thanks to Polly's magic locket, and takes kids along on her adventures around the world. Polly transports viewers to exciting destinations, making new discoveries and friends along the way, and proves that you can have big adventures wherever you are.

Polly Pocket continues to move up the charts in the UK, going from strength to strength and proving to be a go-to brand in 2020. At the time of writing, Polly was No.2 in Play Set Dolls & Accessories YTD, climbing three places from No.5 in 2019, and was No.5 property in total dolls YTD, moving from No.10 in 2019.

Polly Pocket welcomes new animal-themed compacts to the Pocket World assortment in 2021, including Horse Show, Hedgehog Café, Piglette Country and Corgi Hotel. Each set includes two dolls with five moveable joints for pose-and-play fun. The compacts come with a strap so kids can wear them as a wristlet or purse, making them ideal to take anywhere, anytime, for fun Polly Pocket adventures.

Also new to the large wearable compacts is the Koala Purse. Shaped like a koala, the compact opens to reveal an engaging outback adventure featuring a micro Polly doll and her friend, five animals and a removable vehicle accessory. The compact has a strap so kids can wear it as a purse.

Cave Club Mattel Mattel’s newest franchise, Cave Club, is the first fashion doll brand to be set in prehistoric times, with modern themes that girls will relate to. A unique world based on the first group of friends to roam the Earth, with cute dinosaurs by their side, Cave Club highlights the timeless bonds of friendship and fun outdoor adventures.

The brand transports imaginations to the dawn of time and inspires children to explore prehistoric characters, fun hair play and friendly dinosaur pets. The toy range includes seven best friends within the Cave Club Core Fashion Dolls - Emberly, Fernessa, Roaralai, Tella and Slate - plus new characters Bashley and Rockelle.

The dolls promise to spark storytelling with neon soft fashion, colourful rooted hair, ferocious mini pets and themed accessories. The range also includes play sets and a Tyrasaurus.

Launched in summer 2020 with a robust marketing plan, Cave Club will be extending its content in 2021 with an always-on content strategy, more than doubling the minutes of content vs. 2020 with 36 new episodes. A healthy character mix will place 60% of the focus on the core characters, with the remaining 40% reserved for new character introductions. Cave Club will also be adding more music to the franchise in the shape of four original songs and music videos.

Supported with a robust digital first content strategy leveraging best-in-class content formats, including productbased CGI animation, the toys will be brought directly to life for kids. New characters Bashley and Rockelle will be introduced in the content too, with further dinosaur products being added to the toy range later in 2021.

Hilda Silvergate Media Filled with engaging adventures, eye-catcbing animation and the aspirational spirit that made the first series an international hit, the highly anticipated second season of Hilda launched on Netflix in December 2020. Aimed at girls 7-11 years, the 13 x 22-minute episodes in season two of Hilda bring fresh adventures for the fearless bluehaired heroine as she delves deeper into the vast and magical wilderness of Trolberg.

The new series is anchored at retail by new licensing partnerships that tap into the brand’s growing fanbase. Hot Topic has released an exclusive line of Hilda inspired T-shirts for the North American market, while here in the UK, science fiction and fantasy retail specialist Forbidden Planet has launched its own line of apparel to coincide with the season two launch. There are plans to expand into homewares and gifting from 2021. Global toy partner Gund is adding further plush accessory lines, targeting girls and teen fans, lead publisher Flying Eye Books has released three new novelisations, and Spin Master is readying the first-ever Hilda board game, scheduled to hit retail this summer.

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© Snowman Ent. 2021

© EH / S Ltd, 2021

© FW & Co. 2021

Licensing World Disney joins Craft Buddy's licensed portfolio for 2021 Craft Buddy has revealed that it will be working in partnership with Disney to bring a new licensed Crystal Art range to market in spring.

Available in a range of kits and sets across Craft Buddy’s established Crystal Art range, the new designs will bring a touch of magic to the collection for UK Disney and Crystal Art fans aged 8+.

Crystal Art sets enable adults and children to create wall art, cards, notebooks and more.

At launch, famous Disney characters will feature across all areas of the Crystal Art portfolio, with more designs and products being added to the collection across the year. Disney fans will be able to re-create iconic movie characters using Crystal Art in four new Notebook designs: the Pride Rock scene from The Lion King , The Little Mermaid, Classic Minnie, and Moana.

Crystal Art Canvas Kits are also available in a variety of sizes and multi-character designs, each pre-mounted on wooden frames for easy display. Four 30x30cm kits featuring recognisable Disney family favourites will launch as part of the new collection: Elsa, Anna & Olaf, Lion King Family, Pooh and Tigger, and Minnie and Mickey. Larger designs include three 40x50cm Crystal Art Kits - The Lion King Medley, Beauty and the Beast Medley - plus Lady & The Tramp alongside a 70x70cm Kit featuring Frozen Friends and a dazzling 90x65cm Disney Princess Medley design.

Sutikki partners with Digital Dream Labs on new Cozmo animation Sutikki has inked a new deal with US-based educational technology company Digital Dream Labs (DDL), to create, develop and distribute an animated series and live action content based on the company’s ground-breaking robot duo Cozmo and Vector.

The best-selling toy brand is set to become an entertainment franchise, starting with the premiere of the first animated featurette which debuts on the newly launched Cozmo & Friends YouTube channel. The hub will host a steady flow of innovative and creative content that will further explore Digital Dream Labs’ robot creations.

Sutikki's initial focus will be on Cozmo, an expressive little robot with a mind of its own. Cozmo blazed a trail when it launched in 2017, earning the top spot for the bestselling toy on Amazon US two years in a row and the best-selling toy on Amazon in the UK and France in 2017.

Sutikki plans a comprehensive content campaign, initially on its dedicated YouTube channel, leveraging its experience and expertise in building highly engaging brand franchises that speak to the discerning, tech savvy kids of today. The short-form videos will tap into the production company’s ability to engage consumers through compelling storytelling and to showcase IP on a global scale.

Beyond plans for new video content, Sutikki is planning to launch a global consumer products programme. Digital Dream Labs launched updated versions of both of their popular consumer robots for the 2020 holiday season, with the new robots hitting retail in spring 2021.

Spin Master becomes master toy partner for Wizarding World Spin Master has entered into a global licensing agreement with Warner Bros. Consumer Products (WBCP) as the master toy partner for the Wizarding World franchise.

Spin Master will develop Wizarding World products based on the Harry Potter and Fantastic Beasts films including dolls, figures and accessories, play sets, select vehicles, games, feature plush and role-play/dress up categories, expected to launch in autumn 2021.

"Spin Master is all about creating magical experiences for kids through innovative toys, entertainment and digital platforms," said John Blaney, Spin Master's senior vice president, Licensing. "We are thrilled to expand on our existing relationship with Warner Bros. Consumer Products and can't wait to unveil our innovative toys, inspired by the stories and characters from the Harry Potter and Fantastic Beasts movies, for kids and fans of all ages around the world."

"The Wizarding World is a fan favourite and we are excited to be growing our relationship with Spin Master who will bring innovation to the merchandise within the franchise for the constantly growing, worldwide fan community," said Robert Oberschelp, SVP, global brand product, WBCP. Spin Master continues to build a strong and diversified portfolio of evergreen licensee brands, following on from its agreement with WBCP earlier this year for the Batman franchise.

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An Exciting New Toy Range for Preschoolers! © P&Co.

Ltd./SC 20

20

See ou ‘The Ad r new v of Padd entures i range o ngton’ websit n our e now!

As seen on *Scheduling is subject to change

Licensing World Sega partners with Retail Monster in the UK for Sonic's 30th anniversary With the iconic Sonic the Hedgehog brand celebrating its 30th Anniversary in 2021, and significant opportunities with its Retro Gaming portfolio to build on, 2021 will be a big year for Sega. Through its partnership with Retail Monster, Sega will look to drive brand collaborations and retail activations for Sonic’s Anniversary, as well as build on existing adult business through the company's extensive Retro Gaming portfolio.

Gemma Witts, European managing director for Retail Monster, stated: “With Sega ’s fantastic portfolio of brands across Gaming, and Retail Monster’s experience and knowledge of driving retail programmes in this space, we are excited to see what this partnership brings, and the great product ranges and retail campaigns we can deliver together.”

Kay Ferneyhough, senior retail development manager for Sega Europe added: “I’m excited to work with Retail Monster. The team's relationships and knowledge of the retail landscape is fantastic and with so much happening with Sonic and Sega in the coming years, I look forward to building the retail programme and partnership.”

Green Board Games adds BrainBox Harry Potter to 2021 portfolio BrainBox, the successful range of 10-minute educational games, is set to expand into the Wizarding World with the upcoming release of BrainBox Harry Potter in May 2021.

The BrainBox series contains addictive memory challenges in which players have 10 seconds to study a card before answering questions on what they saw. Having previously covered topics on everything from maths and English to dinosaurs and football, the family-friendly brand now invites players to re-live the beloved film series.

Cards will be packed with fun facts about the franchise as well as stills from all of the Harry Potter films, offering youngsters the chance to prove that they’ve got what it takes to be top of the class at Hogwarts.

It’s part of a series of plans for the coming year from Green Board Games, the game’s publisher which joined the Asmodee Group in 2019 as Asmodee’s first UK-owned game-design studio.

The Harry Potter edition, as well as others in the series, will be previewed at AsmoFair, the third edition of Asmodee’s pioneering virtual trade show, from 17th-23rd January. Now including a 360-degree virtual tour of a fully built show stand, the event is an opportunity for retailers to get a closer look at must-have products for the year ahead from Asmodee’s vast range of games and collectibles. Weekend and evening meetings are also available – buyers can head to asmofair.co.uk to book a slot.

Flair Just Play signs licensing deal with pocket.watch for Love, Diana Flair Just Play has announced a further licensing deal with pocket.watch, the studio behind the successful Ryan’s World franchise, among other popular properties. Launching for spring 2021 in the UK and Ireland, Flair Just Play will be introducing a roleplay collection inspired by the latest YouTube sensation, Kids Diana Show. According to Tubefilter, the channel totals 5b global views a month, making Diana the No.3 YouTuber globally.

To support the global launch of the Kids Diana Show merchandise, pocket. watch has produced 40 episodes of Love, Diana. In this series, where live action meets animation, the episodes are designed to help children learn positive lessons about friendship, family, creativity and the power of play.

The Flair Just Play roleplay collection features Love, Diana’s Adventure Set - a backpack just like the one Diana wears in the show which comes with a transforming wand hairbrush, an interactive phone, a map to help navigate the Land of Play, and more. Also available is the Surprise Deluxe Trunk, with many compartments for kids to discover. The Light-Up Bubble Wand produces bubbles just like Diana’s wand does before she travels into the Land of Play. There is also an unlockable collection of Love, Diana Mini Mystery Trunks for fans to discover.

For more information, contact the Flair Just Play team by calling 0208 643 0320 or emailing sales@flairplc.co.uk.

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Dear Customers,

Thank you for your suppo during 2020. We hope you are healthy and well.

We will continue to develop our products and resources, to continue to bring joy with our puzzles and games, which have been key pastimes throughout the pandemic.

Our contact in UK: Stephen and Ria Richardson, SJR Associates Phone number: +44 7850 779 797 , E-mail: sales@sjr-associates.co.uk

Licensing World Posh Paws extends collaboration with Universal Posh Paws International has announced that it has extended its successful long-standing collaboration with Universal Brand Development, which will see the company continue producing high quality plush products for the studio's global box office and TV animated franchises in the UK market.

Set for a December 2021 cinematic release, Posh Paws is supporting Illumination’s Sing 2 with a range of high-quality soft toys.

Illumination’s Minions: The Rise of Gru is set to hit UK cinemas in July, with Posh Paws planning to make 2021 their biggest Minions release yet.

The fun-filled range of Minions soft toys includes small 7” collectibles, medium sized 10” and 14” characters, and larger than life 18” Minions toys.

2021 will welcome new Posh Paws Jurassic World soft toys, which will be available for launch this month. Coupled with the success of the hit new Netflix animated series, Jurassic World: Camp Cretaceous, Q1 is the ideal time to introduce the new product to market.

The company will enhance the existing DreamWorks’ Trolls range with new character plush for the Trollstopia TV series that is coming to Sky Kids and Now TV for UK customers in 2021.

Posh Paws has also developed a new range of soft toys for DreamWorks’ How to Train Your Dragon franchise, as well as Croods 2, the latest DreamWorks animated movie sequel set for a February 2021 UK release.

Available for adult and tween gifting, Posh Paws has also created plush products inspired by Universal Classic Monsters.

Smiffys details newest additions to its licensed ranges for 2021 Smiffys recently announced a collaboration with Magic Light Pictures, which will see the creation of a range of dress-up costumes for popular characters from Julia Donaldson and Axel Scheffler’s books, including The Gruffalo, The Highway Rat, Stick Man, Zog and Room on the Broom.

“We are delighted to be announcing this partnership,” said Dominque Peckett, director at Smiffys. “Julia and Axel’s work is renowned across the globe and has delighted children for nearly 30 years.”

The launch of the new licensed collection will kick off with the much-loved The Gruffalo costume, which will be available in time for World Book Day 2021. This toddler costume features a deluxe all-in-one with a novelty hood, perfect for any little monster looking to bring the popular literary character to life.

As the pre-school dress-up market continues to expand, Smiffys new officially licensed baby and toddler collections are sure to be popular this Book Day, while the baby designs offer a cute option for infants.

Another popular animated series, which has become a firm favourite with families across the world, Masha and the Bear also joins the Smiffys portfolio for this year. The costume range will capture the hilarious and endearing friendship between Masha and the lovable ursine ex-circus performer. Smiffys officially licensed costumes will launch in 2021.

Bringing literacy to life is still a key theme for Smiffys. These new licences join the existing range, which currently comprises The Tiger who Came to Tea, Mog the Forgetful Cat, Fun with Spot, Thomas and Friends, and more.

Contact sales@smiffys.com or call 0800 590599 for more information.

New 2021 dates announced for Licensing Expo and Brand Licensing Europe The Global Licensing Group, a division of Informa Markets and event organisers of leading global events Licensing Expo and Brand Licensing Europe, has announced its 2021 dates and an innovative new event format.

Licensing Expo will take place live and in-person at the Mandalay Bay Convention Center in Las Vegas, Nevada on 10th-12th August.

Accompanying the tradeshow is an online event, which will be held two weeks later on 24th-25th August.

Brand Licensing Europe, meanwhile, will take place live and in-person at Excel London on 17th-19th November 2021, with an online event also following two weeks later on 30th November to 1st December 2021.

The Global Licensing Group says the shift to a multi-platform format will blend the best components of in-person and online to create an enhanced experience for all participants, no matter their circumstances or location.

Supported by a robust online platform, exhibitors and visitors will have access before, during and after the events to schedule and host meetings, enjoy on-demand content and thought leadership, and search and discover the widest range of properties available for licence anywhere in the world.

The Las Vegas and London events will be organised in accordance with Informa’s AllSecure health and safety standards, which have been designed to ensure all participants can attend events safely and with confidence.

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

Sets used: 60290 Skate Park 60291 Family House 60292 Town Centre 60304 Road Plates

Company Profile

Tech seriously Can you tell us a bit about Holotoyz?

HoloToyz was born out of passion and experience. We are parents of two children aged four and six, and together we have over 20 years’ experience working in sales and digital marketing. We have seen first-hand the key role that technology plays in our children’s lives. As much as we manage their time on screens, we feel it’s important to recognise the role technology will play in the world they’re growing up in.

Already, they are asking our digital assistant to play their favourite music, they have their own apps on our phones and have their favourite channels on YouTube Kids. They love the filters on social media, however we don’t feel comfortable letting them use those for fear of what else they may see. With this in mind, we felt there was an opportunity to create a range of products that would enable children to interact with something tangible, but which brings that added element of ‘magic’ to it. This is where we believe augmented reality has endless possibilities, especially in the educational and licensing space.

How has 2020 been for Holotoyz – what have been the main highlights?

While challenging at times, 2020 has mostly been an interesting and motivating year for the team. It started with the Spielwarenmesse toy fair, where we received phenomenal interest in our range; this continued in New York, where we met up with some friendly industry faces; and back to Ireland, where we worked on creating a new brand and app.

We have had a very successful launch in Ireland and our products are now available in FAO Schwarz in Arnotts, Ken Black stores and Easons. We also launched our eCommerce site,

Holotoyz

Toy World spoke to Kate Scott, marketing & business development manager, and Declan Fahy, sales and business manager at Holotoyz, to discuss new launches and upcoming plans after a successful market debut for the company in 2020.

which has seen continuous sales on a daily basis and amazing feedback from the Irish public. We have also had packages ordered from Australia, Dubai, Italy, Spain, Poland and the UK with many people asking when they will be available in their country – needless to say 2021 will be a huge focus on global growth for us.

In terms of challenges, presenting over Zoom is limiting, as it only gives us the opportunity to present in 2D. Obviously, demonstrating our products in a 3D environment brings the magic of our products to life. The biggest highlight for us was obtaining distribution across France, Belgium and Luxembourg, and we are looking forward to growing our brand in those regions over the coming months.

What product offering will you be focusing on for 2021?

We are launching with temporary tattoos, stickers, books and wall decals that all come to life in stunning 3D animation when scanned with the free HoloToyz app. The app is 100% child-friendly, free to download, easy to use, with no advertising or in-app purchases. All of our products are designed for children aged four plus.

Our three interactive books each include voiceovers, subtitles and sound effects that teach children about sea creatures, household pets and dinosaurs. Our tattoos and stickers come in packs of ten and are available in six themes, whilst our interactive wall decals, which can be reapplied numerous times without damaging walls or paint, include a Magical Unicorn, a Majestic Mermaid and a Mighty T-Rex. Temporary tattoos continue to grow in popularity due to the increased interest in creativity and individuality, led by social media. There is also increased emphasis on the importance of creativity in children’s lives.

We are now very aware of how much it fosters mental growth by providing opportunities for trying new ideas and new ways of thinking. Our products give children an opportunity to express themselves creatively – whether it is decorating themselves, their copy books or their bedroom walls.

What marketing plans are place for the range and how does Holotoyz plan to support its retail partners?

Product launches will include digital marketing and influencer campaigns, and will also be

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supported in-store with digital display screens and demos where required.

As AR is reasonably new to the toy aisle, is there tangible consumer demand for kids’ products with such technology?

The toy industry is all about integrating the real world with the imaginary world, and augmented reality opens up countless possibilities for children to explore new ways of playing, experimenting and learning.

In 2015, the toy industry experimented with AR technology, but in our opinion, it was too early for mass consumer buy-in. The world of technology has evolved enormously since then and consumers are now exposed to AR a lot more.

The demand has been created predominantly by social channels with the integration of AR into their apps. Facebook-owned AR Spark, a platform designed to allow users to create their own filters, has over 400k creators in over 120 countries and over 1.2m AR effects have been created. According to emarketer, there were close to 50m social network AR users in the US in 2020, so it’s safe to say AR is not going anywhere any time soon.

The parents of Generation Alpha - the demographic our products are designed for - are predominantly Millennials, who have grown up during the digital revolution and have experienced emerging technologies. They recognise that these technologies, which may seem strange to older generation, will be a common part of their children’s lives as they grow and will influence their world views, behaviours and aspirations. They also recognise the benefits of immersive, tech-based play and how it can help to inform their children, while also providing new creative opportunities that broaden their imaginations.

What are the main goals for Holotoyz in 2021?

Our main goal is to establish and grow the HoloToyz brand across as many countries as possible. We are also currently undergoing new product development and are aiming to launch this towards the end of 2021.

To see the full range of products, visit holotoyz.com or @holotoyz on Instagram. For wholesale and distribution enquiries, contact the HoloToyz team at sales@holotoyz.com or call +353868600252.

Company Profile

Rex London

Present and correct Rex London is the home of ‘Gifts of Random Kindness’, an assortment of beautiful, affordable and thoughtfully designed products ranging from kids’ toys to lunch ware and just about everything in between. Toy World spoke to marketing and communications manager Anna Williams to find out more.

In the days of technology, we like to focus on ‘undigital’ gifts when it comes to toys and games.

It’s all about making emotional connections, not only with the toys themselves but also with friends and family. Many of our products have a classic retro feel with a modern twist, and can be quite nostalgic for older family members. During lockdown, we think that it has been increasingly important for families to spend time together by connecting through play and learning.

In 2020 our best-selling product in this category was our Diamond Kite. It’s clear from the reviews that this lovely traditional kite, whilst being strong and easy to construct, is loved almost equally by parents and grandparents as it is by the children being gifted it. Other top performers include interactive activities and games like our Cardboard Learn to Stitch Activity, the Wild Wonders Balance Game, and our Special Agent Spy Kit.

What sets your products and service apart in the marketplace?

What can you tell us about Rex London’s history and company ethos?

Rex London has a rich history, with over 40 years’ experience as a leading toy and giftware supplier. Since our humble beginnings in 1981 as a stall in London’s Portobello market, we have since gone on to receive the Queen’s Award for Enterprise in International Trade in 2019, following many years of outstanding overseas growth. Our unique portfolio of products can be seen all over the world, from small independent shops to galleries, museums and large department stores.

The relationships we have with our trade customers are extremely important to us, and we nurture those relationships carefully; we look at each trader as our partner, and we aim to provide them with the best customer experience possible.

We strongly believe that working collaboratively, both with our traders and with our colleagues internally, we can achieve something truly great.

When it comes to toys and games, what are your best-sellers? Why do you think those products are so popular?

Rex London is the home of gifts that are perfect for every occasion - and every non-occasion. We call them Gifts of Random Kindness: beautiful products that people can afford to give whenever they want, not only because they'll bring joy but because we've priced them so beautifully. Rex London works hard to offer extremely competitive trade prices to our wholesale customers, and we do not impose RRP on any of them.

Thousands of products are available in original, award-winning prints designed by our in-house team. This talented design team create sketches by hand before working on them digitally to generate each print. Each design is lovingly created with customers in mind, so there’s something for everyone. You can find out more in our ‘Behind the Design’ video series on our YouTube channel.

Does Rex London operate sustainably?

Our environmental impact is extremely important to us, and we are continually taking steps to reduce it. Nearly all our gifts now come in cardboard packaging, and we use recyclable material whenever possible. One key aim for us is to make our packing process fully sustainable, and we’re very nearly there - we currently use paper filler, paper tape and are no longer purchasing any plastic packing material.

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Many Rex London products are made with ecofriendly alternative materials, including wooden toys and FSC-certified origami and cardboard kits. Outside of our popular Toys & Games category, we also design reusable BPA-free water bottles, a wide range of biodegradable bamboo gifts, and bags made from recycled plastic bottles.

How did the company fare during 2020?

Rex London has had a very good year in 2020, considering the pandemic. Unsurprisingly, in the first national lockdown we saw severely reduced wholesale orders, as our trade customers were forced to shut up shop. However, it was really amazing to see how our trade customers could adapt to lockdown 2.0, by increasing their online presence, and even offering click-and-collect shopping options. In the latter months of 2020, we were also pleased to see so many of our traders bouncing back and recovering some of their lost revenue.

What are Rex London’s aims and aspirations for 2021?

With many trade fairs in early 2021 being cancelled or postponed, a key area for us is to be able to reach and support new and existing trade customers, and showcase our exciting new products. Rex is ready to face the challenge and adapt. As a marketing professional, I love finding creative solutions to innovate and solve problems, so I’m quite excited to see what 2021 will bring.

Lastly, there are still many unknowns about how Brexit will affect us. Europe is a key market for Rex London so we will be very much keeping our finger on the pulse of what’s going on from a legislative standpoint, and what our wholesale customers are asking from us.

For more information, readers should visit rexlondontrade.com, call 020 8746 1700 or email info@rexlondon.com.

LEADER IN DIY ARTS & CRAFT TOYS INNOVATIVE, FRESH, 360 MARKETING!

Show Off

Feature

Even if the shows are off...

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we can still show off your products

On the showcase

Well, we made it. If you’re reading this, the year is officially 2021 and you’ll probably have already given up on a New Year’s resolution or two (if, indeed, you made any at all). 2020 was certainly a year to remember for all the wrong reasons, and although there’s plenty to now be optimistic about here in the toy industry, the fact remains that there are still a lot of unknowns ahead of us too. Rachael Simpson-Jones considers how 2021 may shape up.

W

elcome to, er… trade show season? While some readers will be looking forward to a quieter few months than usual, most of us will be missing out on all the fun of the toy fairs - the valuable opportunity to network with toy community peers and, most importantly, to see all the new products that are being launched this year. Let’s face it – London Toy Fair not returning until 2022, plus New York, Spielwarenmesse and the Hong Kong Toy Fair all

being pushed back to late spring or summer, as well as the traditional January Hong Kong buying trip being cancelled, is all a bit rubbish. However, that doesn’t mean we should be resigning ourselves to sitting miserably at our computers, pining the absence of trade shows. As this, our biggest-ever January issue proves, there’s no shortage of exciting new product out there – and toy companies have been busy devising a raft of ways you can view it from the comfort of your home/office/home-office.

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As detailed in our handy guide on pages 276-284, and in our Touching Base feature on pages 286-292, Asmodee’s Asmofair returns from 17th-23rd January. The third iteration of the virtual event, buyers can now look forward to a 360-degree walkthrough tour of a fully built show stand. Gibsons Games is hosting its own virtual event from 1st-5th February, giving buyers the opportunity to partake in a private showcase of Gibsons’ new products releases, have one-to-one meetings with the Gibsons team, and confirm listings for the year. Toynamics and Golden Bear will welcome visitors to immersive virtual showrooms, complete with interactive elements that can be clicked to view specs and additional marketing assets, while Marvin’s Magic will bring a touch of showbiz to proceedings from its new, purpose-built studio. The Noble Collection, meanwhile, invites buyers on a guided tour of its Covent Garden store, showcasing its impressive range of licensed collectibles and prop replicas.

Zoom fatigue? Never heard of it.

As wonderful as all the showroom innovation and digital wizardry is, though, you have to feel for some smaller suppliers, as well as new companies looking to break into the toy market, for whom a physical stand at a trade fair, or a physical tour around a showroom, really is the best way to show off their products. Spare a thought for these companies when filling up your preview calendar. At the same time, spare a thought for smaller retailers, too. One of the many great things about toy fairs is that they level the playing field, offering retailers from the biggest chain to the smallest indie the chance to

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Show Off

get hands-on with product. With virtual previews potentially taking more time than physical ones, and slots therefore more limited than usual, there’s a danger that some smaller businesses may miss out on their chance to see what’s new.

And as you’ll read in several of the exclusive interviews contained within this issue, including those on Mattel and MGA, bricks & mortar stores, especially indies, really do need – and deserve – support. The events of 2020 brought out the best of the toy industry, from charitable initiatives to something as simple as a supplier helping to secure stock of a hot new product for an indie. It would be lovely to see this generosity of spirit and concern for each other carry through into 2021.

Of course, physical shows are still on the calendar. Here in the UK, The Independent Toy and Gift Show is provisionally first up in April, followed by Toymaster in May – at the time of going to press, both independent buying groups are hopeful the events will be going ahead. While we look forward to the return of the irreplaceable and unmissable London Toy Fair in 2022, for this year we’ve compiled a useful guide to when other toy-related trade shows in the UK and abroad are scheduled to take place – you can find this on pages 294-296. Readers are urged to check each event’s website for definite confirmation before making travel plans or booking hotel rooms, as the situation remains subject to change (and/ or government U-turns). The Toy Fairs page on the Toy World website will also provide updated information as we get it.

As you’ll see over the following pages, retailers and consumers alike have much to look forward to this year. Off the back of consumer trends last year, which saw kids and families turning to tried, tested and trusted brands in a time of much uncertainty, a lot of the newness within the toy space for 2021 comes in the form of additions to existing ranges. Bandai, for example, has revealed two new First Acts Instruments for its licensed CoComelon line, which Toy World has been told repeatedly is selling so well that retailers are struggling to keep it on their shelves. Moose’s new Kindi Kids collectibles, based on its hugely popular pre-school doll range, hit UK shelves early this year, and Asmodee welcomes Pixar Dobble to its ever-expanding licensed portfolio for the best-selling symbol-matching card game.

Heroes of Goo Jit Zu, Character Options’ tactile battling action-figure range, welcomes licensed additions from the DC universe including Batman and Superman. Mattel, meanwhile, unveiled Barbie Extra in December. Sporting incredible, colourful outfits, and accompanied by cute pets, this is an addition to the iconic brand that definitely can’t be missed. However, some companies are also seeing success with new launches. Mattel’s Cave Club, which combines dolls with dinosaurs for truly ferocious play, is off to a strong start, as is MGA’s fashion doll range Rainbow High. And, of course, some ranges which were due to launch in 2020, but were delayed due to the pandemic, will finally be hitting shelves this year. Overall, there will be a lot to tempt consumers over the coming months.

It’s possible, as highlighted by the NPD’s Rory Partis on pages 34 and 35, that an influx of movies, many of which were delayed from 2020, could pay off for the licensed toys category.

Releases slated for this year include Raya and the

Last Dragon (Disney), James Bond: No Time to Die (Metro-Goldwyn-Mayer), Tom and Jerry (Warner Bros.), Top Gun: Maverick (Paramount), Spirit: Untamed (DreamWorks), Space Jam 2 (Warner Bros.), Sing 2 (Illumination), Minions: The Rise of Gru (Illumination), Black Widow (Disney) and many more, all of which have clear toyetic appeal.

Many have multiple licensees already signed up across a raft of categories; Posh Paws, for example, is producing high-quality plush for Sing 2 and The Rise of Gru, while Playmobil and Rainbow are on board for Spirit: Untamed, on play sets and plush respectively. Scalextric, meanwhile, is producing a No Time to Die Micro Scalextric set that’s perfect for fans of the spy franchise. The ongoing controversy surrounding feature films going straight to on-demand platforms upon release won’t significantly impact this sector from a consumer products point of view. A pair of eyes is a pair of eyes, regardless of if they’re in a cinema or sitting in front of a TV. Indeed, the additional viewing options for consumers may result in increased demand for product, resulting in a better than usual performance for the licensed category.

What other toy trends can we expect to see this year? Sustainable and eco-friendly toys continue to strengthen their foothold in the market. Expect to see a much wider range of materials coming through; fast-growing bamboo and biodegradable rice husk joins FSC-certified wood and toy stuffing made from recycled plastic bottles.

This is a category we’ll be exploring further next month, in our special February ‘Green issue’.

Home Learning/Education remains strong, with disruption to schools expected to continue into 2021, and Collectibles should hopefully enjoy a better year too, especially if shops manage to remain open. As an aside, it’ll be interesting to see how those categories that smashed it out of the park in 2020 fare this year – Games, Construction,

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Outdoor, Arts & Crafts. Have consumers had their fill of these categories? Anecdotally, I took up crochet in February and it’s become something of an obsession. My weekends are usually spent at the yarn shop, convincing my husband that yes, that rainbow yarn really is vital to my wellbeing. It would be great to discover than that the pandemic has similarly triggered a newfound love for these types of toys and games that will see demand continue for many more months.

The breadth and depth of product entering the UK toy marketplace this year is clear to see. What isn’t so clear is how the ongoing Covid situation will continue to impact retail. At the time of writing, infection rates were rising rapidly in some areas of the east and south-east of England thanks a to new strain of the virus, plunging the whole of Hertfordshire – home of the Toy World team – and various other areas in the south east into strict Tier 4 restrictions just a week before Christmas. The new restrictions once more forced the closure of all non-essential retailers – a disaster for those retailers who were pinning their hopes on a final few days of strong preChristmas sales. How long these new restrictions will stay in place remains to be seen. We’re all well aware that nothing beats the physical toy store experience, and after so many months of having to stay home, there’s plenty of pent-up demand for the experiential shopping experience. That said, the pandemic proved just how inventive, reactive and creative toy companies can be when it comes to helping retailers reach consumers in a variety of channels – and, strictly between you and I, we hear there’s some very exciting news in this space to be revealed in the coming months.

For now though, we hope you enjoy our latest Show Off feature. With so many new toys and games to look forward to, we’re sure all our readers are destined to have another very good year.

Doll n o i h Fas eal with R-up Makede!

Insi

GLAM YOUR DOLL ✦ GLAM YOURSELF ✦ GLAM YOUR WORLD

Sh w off Vivid 01483 449944 www.vividtoysandgames.co.uk For 2021, Vivid’s portfolio strengthens with innovative new product launching across all its brands, as well as the launch of four major new ranges across various categories.

Inspired by the Animal Kingdom, Tiki & Toko are Animagic’s newest little family. This Gorilla duo has over 100+ different sound and movement sequences to discover and can be played with together and separately.

The launch of Vet Squad has seen huge success with a marketing campaign that reached over 44m impressions. The range of figures, vehicles and playsets focuses on perennial nurture and care play patterns, which will carry forward into 2021. The HQ Playset, launching in autumn/winter 2021, will be Vet Squad’s largest scale playset yet, with two levels of play and lights and sounds to bring adventures to life.

With over 4.8b monthly views globally, Vivid will be launching the Love, Diana range with a focus on four key categories. This includes collectibles, with a range of articulated mini figures of Diana, her brother Roma and other characters from the channel, along with a selection of playsets, from entry to mid-level price points. Vivid will also be entering into role play/dress-up and cosmetics with Love, Diana, as autumn/winter 2021 sees the fashion dolls given a series two refresh. The range will include all-new outfits and accessories across both 6” and 13” varieties, allowing for more mash-up fun and imaginative play.

Vivid is launching ReaXion, a unique construction and domino brand. After building, it is time to destroy; kids watch their structure collapse with the stunts and triggers adding maximum effect. There are five different packs in the range with varied price points.

Super Sand is a range of high-quality magic sand already established, trusted and enjoyed by families across Europe. The sand is soft to touch and lightweight, yet buildable so kids can easily create whatever their imagination inspires them to.

New to the pre-school market, Storyville is an audio reading experience which bridges the gap between books and play. Using RFI technology, the Storyville Stage reacts when a play book or characters are inserted so a child can feel like they’ve stepped inside a storybook. The set includes the interactive story playset, which works with any Storyville playbook, alongside a Little Red Riding Hood play book with turning pages.

2021 will see the launch of a new play park for Crayola’s Washimals pets series, featuring scented pens. Crayola is also launching the brand new Spin ‘N’ Swirl Oscar; an octopus which helps kids create spiralling patterns with his twirling tentacles.

Building on sales success in 2020, Goliath Games has big plans for 2021, with proven winners in pre-school and kids games carrying forward in 2021, alongside new introductions in the family, adult and strategy categories, cementing the Goliath Games range as an all-encompassing product offering. Gator Golf, Catchphrase, On Your Marks and The Floor is Lava game have all experienced success in 2020. The company is bolstering its adult games range with titles such as Unsolved Case Files and Double Ditto, a family party game already launched in the US. Science4you will continue to deliver inspiring, fun and educational science kits in 2021 across a variety of classic and innovative new themes. There’s new emphasis on expanding the offering to a variety of age groups with the addition of Science Junior products, aimed at children aged four plus; including topics to suit all youngsters such as the human body, space or how to become a vet.

Ryan’s World continues to go from strength to strength and Vivid’s retail sales are up 10%. Off the back of the overall brand success, Vivid is launching a range of new products for 2021. Ryan’s World Tour is a key new brand initiative, with a range based around Ryan and his adventures learning about different countries all over the world. The core of the range focuses on its collectability with single figure Mini Globes, two figure blind bags and a six pack of figures for children to build their collection. The World Tour Globe is set to be the key line for the theme. In addition, the core range of product will be bolstered with new series on all the key collectibles, including series seven of Mystery Figures, Mystery Putty and Mystery Squishy Figures. Additional refreshes will be introduced across the range with some big new news coming for autumn/winter 2021.

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Sh w off Asmodee 01420 593 593 www.asmodee.co.uk Asmodee will be offering a sneak peek at its most exciting products for 2021 at the third instalment of AsmoFair, its pioneering virtual trade show. Running from 17th-23rd January, this edition of the event includes a full, 360-degree virtual walkthrough tour of a fully built Asmodee show stand. Retailers can book meetings with Asmodee’s sales team at asmofair.co.uk.

A look at what’s next for Asmodee’s flagship Dobble brand will be at the top of the agenda, with many new developments coming through for this hit game of speedy observation. Four major new licensed editions of Dobble are coming to shelves in 2021 – Marvel, Minions, Pixar and Paw Patrol. The game has already seen success with licensed versions based on Harry Potter, Frozen II, The Gruffalo and more, so these latest additions shouldn’t be missed.

The bestselling classic edition of Dobble continues to be backed heavily by digital and TV marketing campaigns. Twists on the original format are also available. Dobble 360 introduces a brain-teasing memory element with its electronically rotating cards, making it even more tricky to spot the single matching image between two cards. There’s also the game’s biggest sibling, Dobble XXL, which features giant-sized cards between which players must jump when they find the match, making it perfect for outside play.

2021 is set to be a massive year for the Pokémon Trading Card Game (TCG) as the franchise celebrates its 25th anniversary. Several releases are planned as the game takes advantage of what Asmodee is certain will be a great deal of extra interest. A new mini-series arrives in February, while the latest expansion set in the Sword & Shield series – based on the millions-selling Nintendo Switch titles – follows in March.

Retailers are advised to look out for the Sock Game at AsmoFair, which joins the Asmodee portfolio with a fresh new edition and updated design.

This simple and charming game, which challenges team-mates to rummage around inside a sock full of objects to find specific targets, has made a big impression already and is poised to reach new heights under Asmodee’s stewardship.

The Sock Game is a fresh addition to the company’s Family Games range, which highlights titles perfect for bringing players of all ages around a table.

It joins Ticket to Ride London, a bite-sized edition of the established favourite, in a revamped collection that now also includes the creative interpretation game Dixit and the intergalactic escape-room adventure of Star Wars: Unlock!.

Family Games isn’t the only Asmodee key range being updated for the new year.

Visitors to AsmoFair will get a closer look at new and improved ranges.

Acclaimed civilisation-building game 7 Wonders joins the flagship Modern Classics line, which spotlights the board games that have driven consistent growth in the market over recent years. Modern Classics already contains some of the most reliable best-sellers in the Asmodee catalogue, from the revolutionary trading and settlement game Catan to the tile-placing strategy of Carcassonne. These titles are joined by the railway-building stalwart Ticket to Ride Europe, the iconic and cooperative Pandemic, and the gem-trading action of Splendor, all of which are considered unmissable entry points for anyone interested in dipping their toe into the world of board gaming.

The Quick-Play Games collection is Asmodee’s solution for those looking for a quick hit. Featuring easy, fun games that can be learned in a flash and played in just a few minutes, the collection is headlined by the ever-popular Dobble and Bananagrams. These are joined for 2021 by two new entries. Jungle Speed sees players racing to grab a totem when they spot matching cards, while the recently released Taco Cat Goat Cheese Pizza is a fun combination of tongue-twisters and quick reflexes.

The first of two brand-new key ranges, Brain Games is a collection of games ideally suited to creative and enquiring minds. As adept at education as they are at entertainment, these complementary travel-friendly titles each focus on different kinds of mental development. From the 10-minute memory challenge of BrainBox series to the brain-teasing mini-games of Cortex Challenge and the imaginative workout of Rory’s Story Cubes, the Brain Games range targets younger players but still offers plenty of fun for adults.

For those looking for something a little different, Asmodee is pleased to offer Loopy Loopers. These addictive marble fidget spinners challenge users to find the right rhythm to keep their marble spinning. Available in several eye-catching designs, each with a different shape for a variety of spinning challenges, Loopy Loopers are addictive toys that can help players to relax, focus, or simply have fun.

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Sh w off Moose Toys 01637 882200 www.moosetoys.com Two years on since the company’s European integration, Moose Toys is set for its biggest year yet in the UK with a whole host of new brand launches and range extensions in 2021.

Launching this quarter in the UK will be the new Real Littles backpacks and handbags with micro surprises, which were a sell-out success in the US in 2020.

Along with Real Littles, FailFix Pets and Kindi Minis will both make their debut in Q1 2021, as well as the master toy range for Tom and Jerry ahead of its theatrical release in March.

For autumn/winter 2021, Moose will be launching six new brands in the UK. Other existing ranges carrying forward into this season will include new features, innovation and theming, along with the company’s biggest marketing slate to date across the portfolio of brands.

Following a phenomenal year for Kindi Kids in 2020, the pre-school doll range will continue to bring fresh product, originality and excitement into autumn/winter 2021, with a new product segment in the core line and the introduction of a new theme. Plus, after the sell-out success of the interactive Shiver and Shake Rainbow Kate doll in 2020, there will be a brand-new feature doll launching for Christmas 2021.

There will also be new introductions in the Kindi Minis segment. With the launch of Kindi Minis taking place at the end of this month in the UK, autumn/winter 2021 will see new characters, and a spectacular play set will be available in August.

Kindi Kids YouTube content continues to be incredibly popular with children, having amassed more than 50m combined views to date, and will continue to build with new webisodes being released in 2021.

Moose’s beloved rescue plush brand, Scruff-a-Luvs, continues to go from strength to strength, holding the No.2 Plush Brand position in UK NPD. Following on from the launch of Merpets and Merbabies in spring 2021, the brand will see refreshes of the Babies segment and a new feature item bringing innovation to the brand in its third year.

Autumn/winter 2021 will also see the launch of two new licensed master toy ranges from Moose in the UK – Bluey and Space Jam. The long-awaited arrival of new pre-school brand, Bluey will landin the UK from July 2021. Bluey has seen phenomenal success since its launch in Australia last year, with over 1m plush sold since Christmas 2019, as well as ranking at number 19 in Total Toys NPD in Australia, and selling out when the range launched in the US in June 2020. The hotly anticipated launch in the UK will include a range of figures, playsets, plush and games, along with two hero items – the Heeler 4 Wheel Drive and Heeler Home. The launch will be supported by a comprehensive marketing campaign targeting pre-schoolers and parents.

Summer 2021 also marks the release of Space Jam: A New Legacy, for which Moose has partnered with Warner Brothers as Master Toy. The toy range will launch in June ahead of the cinematic release in July, and includes collectibles, action figures, plush and playsets featuring NBA star LeBron James and everyone’s favourite Looney Tunes characters from the film.

Customers will also see sneak peeks of some of Moose’s most exciting developments to date this month, with details being revealed later in the year.

Email tradeenquiries@moosetoys.com for more information.

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Sh w off Character Options 01616 339 800 www.character-online.com From licensed wooden toys and collectibles, to games that amuse both friends and family, Character Options has an extensive catalogue of brands to showcase this year.

Following a successful launch in autumn/winter 2020, the new year will see the company continue to build on its collection of licensed eco-friendly toys, which are carefully crafted from FSC certified wood.

Having launched in 2020 with Peppa Pig Wood, the Peppa Pig Wooden Rocket Playset comes complete with a spacesuit-clad George figure, as well as control panel and moon flag accessories. The Peppa Pig Wooden Campervan Playset includes figures and dual-purpose accessories, as well as a removeable roof/ picnic table, a barbeque and picnic blanket.

There is a new Peppa’s Wooden Playhouse, with 25 accessory parts and eight rooms across three floors, plus the Peppa Pig Wooden Play Desk and a Peppa Pig Play & Draw Wooden Easel.

Spring/summer 2021 will also see the launch of a wooden Disney Princess range. Cinderella’s Wooden Carriage comes complete with Cinderella and Fairy Godmother wooden figures. This push along carriage also features smooth rolling wheels and drop n’ play feet so that the characters can be easily slotted into place.

Launching in autumn/winter 2021, the Enchanted Royal Castle Wooden Playset includes eight wooden figures and features key rooms and accessories, such as Snow White’s bedroom, Aurora’s spinning room, Jasmine’s throne room and a spinning dance floor. There are also themed rooms for Cinderella, Merida and Moana, plus a castle kitchen and grand staircase.

Fireman Sam is also joining the wooden range for spring 2021.

Character Options is introducing all-new arrivals from the Heroes of Goo Jit Zu. Already available in more than 35 territories, and with over 10m figures shipped in 2020 Worldwide, there is plenty to look forward to in the new year.

From January, fans will be able to collect seven brand new Dino Power Heroes. These stretchy Dinosaur Heroes have a unique mess-free goo filling with a different texture and feel; fillings are super stretchy, gooey, squishy and even crunchy. These pre-historic characters also feature special “chomp attack” jaws and are available as Hero packs and Dino Power Versus Packs, which are designed to do battle straight out of the box.

The latest collaboration for the brand will be TV advertised from February half-term, as the Heroes of Goo Jit Zu DC Super Heroes range launches. With Batman, Flash, Superman, Joker and other firm favourites in the launch collection, fans can collect them all.

Autumn/winter 2021 sees the arrival of the Heroes of Goo Jit Zu Galaxy Attack Series. Four new Alien Heroes, including Limited Edition Crusticoid, will join the company’s lead Heroes Thrash, Blazagon and Pantaro in new space suits and flip-up visors in their new cosmic quest.

The worldwide box office release of Space Jam: A New Legacy in July 2021 will see NBA superstar LeBron James team up with Bugs Bunny and the rest of the Looney Tunes gang.

Adding to the licensed line-up in autumn, stretchy Space Jam Goo Jit Zu Heroes will include LeBron, Taz and Bugs Bunny.

Little Live Pets has a fresh look for 2021. These lifelike electronic pets move, feel, act and sound real. For instant pocket money sales, the new season of Little Live Pets Lil’ Dippers are available as a single pack fish or as a Lil’ Dipper Fish Tank playset. Kids will be able to watch in wonder as their new pet swims from the packaging as it is dipped into water.

The Lil’ Bird series will be available for spring/summer 2021. These collectible birds feature beautiful designs, make bird sounds, move their heads when petted and feature a record and playback feature. Lil’ Hamsters have soft flocked skin and are available as single packs, or as a Lil’ Hamster & House playset, which features a working wheel for Lil’ Hamsters to run on.

Character Options is launching the Walking Pig later in the year, who wiggles his nose and makes piggy noises. Lil’ Turtle and Lil’ Butterfly pets will also be available.

Hot off the heels of the Gotta Go Flamingo and his TikTok success, new arrival Gotta Go Turtle features a rainbow shell and can sing, eat and poo.

For more information about the entire brand portfolio, including Pokémon, Treasure X, Squeakee, InstaGlam and the games portfolio, all of which come with huge marketing support, email sales@charactergroup.plc.uk or call the number above.

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Sh w off Mattel 01628 500 000 www.mattel.com The Barbie brand’s momentum will continue into 2021 with its mission to show girls ‘You Can Be Anything’. Alongside its new product range, Q1 kicks off with new diverse editions to the Barbie Fashionistas range, and even more unboxing fun thanks to new Color Reveal Series and Barbie Extra, which launched in December. Two new dolls join the range for Q1. The Barbie & Chelsea Story set and the Chelsea Jungle River Playset are inspired by the new Barbie content.

The new Puppy Party play set will bring pet play to life, while the Dreamtopia Colour Change Mermaid will add magic and dramatic transformations to the range.

Mattel’s Dolls portfolio continues to expand. Polly Pocket, the original micro doll brand, welcomes the Koala Purse to the Large Wearable Compact Assortment, along with all-new animal themed compacts in the Pocket World Assortment. Cave Club also introduces engaging new characters in the form of Bashley and Rockelle. New to the Mattel Doll’s portfolio is the Spirit range, comprising horses, dolls, collectibles and play sets inspired by the highly anticipated animated DreamWorks film, Spirit Untamed.

2020 was a big year for Mattel’s IPS brands. Fisher-Price, which celebrated its 90th anniversary last year, continues its mission to put the fun back in functional baby gear and the play back in playtime. An expansive and innovative range sees the addition of new products across the portfolio, from supporting babies at birth to toys designed for toddlers.

New solutions in Baby Gear, including the Soothing Lights Bassinet, the Fold Flat Bassinet and the Sit-me-up Floor Seat, come in an on-trend new print, while the newborn range introduces fresh sleep solutions with the Calming Clouds Mobile and the innovative Lumalou. Infant sees expansion to the Linkimals range with the Sit-to-Crawl Sea Turtle, plus the new Eco Rock-A-Stack, Game on the Go and Busy Beats Boombox. Little People introduces the Food Truck, and Fisher-Price Imaginext introduces new characters to its DC Super Friends and Jurassic World ranges.

Thomas & Friends continues to introduce kids to the world around them through dynamic new content and products. New additions for 2021 include the new Bridge Lift Thomas & Skiff play set. This set allows Thomas fans to create their own exciting adventures with the new rainbow-themed small push-along engines, while younger fans will enjoy the new Stack and Wobble Train. Young conductors can also build their own Tidmouth Sheds at home with the Thomas & Friends Connect & Go Sheds.

Hot Wheels drives the ‘Challenge Accepted’ ethos further than ever in 2021, with the Hot Wheels City Toxic Snake Strike and City Speedway Hauler. New to the Track Builder segment is the Infinity Loop, which lets kids build, stunt and boost, while the Hot Wheels Monster Trucks range continues to expand with the Hot Wheels Monster Trucks Stunt Tire Playset.

In 2021, Mattel partners include Disney, Universal and Mojang, and the Pixar range grows with new Interactables Figures. These talking action figures not only recognise characters from their own Pixar Movie but also those from across the Pixar universe, such as Toy Story and the Incredibles. Minions is another new addition to the Mattel portfolio, with a fun range of action figures that will support the film release slated for summer 2021. Fans of Disney Pixar Cars will enjoy the new Dinoco Car Wash and Minis Crash Course. The Jurassic World toy range continues to expand following the recent launch of Camp Cretaceous on Netflix. New to the Mattel Minecraft toy range are the Mini Elementals, which introduces mini-pixelated characters to a mining play pattern.

Mattel continues to strengthen its first-class games portfolio with an extensive offering, introducing new lines alongside iconic favourites. In 2021, Uno celebrates its 50th anniversary with new products and exciting campaigns. Fans should look out for the new Uno Iconic line joining the range in spring. Including five retro decks for each decade since Uno first launched, this line captures the aesthetics of each decade from the 70s up to the 10s. Uno licences include Mario Kart, Harry Potter and Minecraft, with each game featuring a special move that is unique to the licence.

Following the continued strong performance of Pictionary Air in 2020, Mattel is expanding the range in 2021 with new Pictionary Air Kids vs. Grown-Ups. The game now features updated clues for adults, while new clues for kids feature added illustrations to help them along, making it easier for children as young as six years old to join in the fun.

Finally, joining Puglicious in Mattel’s Kids Games range is Whac-a-Mole. Based on the classic arcade game, players must whack the moles as they light up. Two different game modes are on offer, letting kids whack moles against the clock or with a friend.

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Don’t miss the exciting new 2021 launches from Learning Resources To arrange your exclusive 2021 preview, contact your Learning Resources Sales Manager: Call 01553 819380 Email sales@learning-resources.co.uk

©2020 Alphablocks Ltd. All rights reserved ©2020 Learning Resources Ltd.

Sh w off Schleich 01279 870000 www.schleich-s.com/en Whether its animal fun or fantasy play, there is much to discover in Schleich’s six different play worlds, with new products and packaging formats and new collectible ranges of unicorns, fantasy creatures and pre-school mix and match animals, supported by the brand’s biggestever marketing programme.

Continuing to bring nature to life, Schleich will introduce new figurines and playsets in both of its pre-school collections. The Farm World range is a firm favourite among parents and young children alike, and as well as some new domestic pets there are also new farm friends, including the Llama, Highland Bull and Sorraia Mustang Stallion. New playsets include the Sunny Day Mobile Farm Stand, with poseable farm workers and Poppy the horse, and the Happy Cow Wash with 360° turntable and working water shower for cleaning Schleich cows and calves.

Schleich will also be expanding its Wild Life offering for all natural world enthusiasts. Little ones can learn about the animals that live on this planet, including the Anteater, Platypus, Warthog and Vulture and a new range of playsets, with animal figurines unique to these sets. These include the Polar Playground, with narwhal and polar bear cubs, Alpaca Set, Meerkat Hangout and the Nutty Mischief, with two raccoons and a skunk.

September will see the launch of a brand-new pre-school collectibles concept. Each of the six Wild Life and six Farm World animals comprise two interchangeable halves, that combine with the other animals in the range for great fun and collectability. The front part of the animal is visible in the packaging, whilst the back part is a surprise. The range promises valuable educational play.

Schleich’s unicorn collectibles range, from the magical world of bayala, launches in January, with six new glittery unicorn foal figures to collect. The mini figures come in pouch packaging in a 24pc CDU for great pocket money appeal. Series two follows in July, with twelve Fruit Unicorns, each with fruit markings and lots of glitter. There is also a highly sought-after magical gold unicorn foal to collect.

Schleich’s other new collectibles range, Eldrador Mini-Creatures, is an extension to the highly successful Eldrador Creatures line. There are 17 mini-creatures in blind bags to collect: four from each of the four worlds of Eldrador, Lava, Ice, Jungle and Stone, together with a rare gold figure. These are attractively priced to encourage pocket money purchase and collectability. The figures can be stacked, and further game play comes from joining forces with four Robots, who combine with the mini creatures for battle play. The August launch is supported by a full TV and digital marketing campaign.

The fantasy world of bayala will be further enhanced with a new family of Mandala unicorns, whilst the Eldrador Creatures world welcomes several new figures, including the ferocious Rock Beast and Shadow Panther.

Schleich’s TV-advertised Horse Club brand sees several new horse breeds and playsets added to the range. January sees the introduction of the Pura Raza Espanola, German Riding Pony and Hanoverian breeds, which are bound to be a hit for avid collectors. The Horse Club range will then see a major upgrade as the popular four girl rider figures, Hannah, Sofia, Sarah and Lisa become fully articulated, for even more authentic play. All new sets will now feature fully movable figures and The Friendship Horse Tournament, with obstacles and jumps, and Sarah’s Camping Adventure will be followed by a brand-new SUV and Horse Trailer. Horse Club will continue to be supported by a full schedule of TV and Digital advertising, influencer and PR activity.

Schleich is also introducing new dinosaur figures in January, including the classic Brontosaurus, fearsome underwater Mosasaurus, with movable jaw, Kaprosuchus and Ceratosaurus. Following the successful launch of the TV-advertised Dinosaurs play world last year, adventures now take to the skies with the Dinosaur Air Attack and Jetpack Chase sets, before centre stage is given to the Large Volcano Expedition Base Camp. With a glowing, erupting volcano, fog function, dinosaur sound effects, glowing rocks, shooting cannon and more, this promises to be the most action-packed play set in the Schleich portfolio, offering intrepid prehistoric researchers Maxx, Luis and Flynn Colby even more thrilling adventure.

The Schleich portfolio will be backed with extensive retailer support and marketing campaigns for 2021. For more information, call 01279 870000 or email schleich@schleich-s.co.uk.

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Sh w off Simba Smoby Toys UK 01620 674 778 www.simba-dickie-group.de/en Simba Smoby Toys UK will be launching a raft of new products across its catalogue of brands in 2021, from the latest innovations in outdoor toys to collectible die-cast, all the way through to character introductions within the Disney Plush collection.

The company’s trusted Smoby brand has an extensive collection of playhouse real estate for young children, as well as a ride-ons and more. Fresh for spring is Smoby’s market-first plastic Teepee. With its simple design and a neutral colour palette, the Teepee has a modern, Scandinavian appeal. Cleverly designed to evolve as children grow, this innovative product transforms in height from 159cm to 183cm, making it suitable for kids aged 2-10 years old. Thanks to its UV resistance and sturdy foundations, the Teepee can be pitched both indoors and outdoors.

Also available is the Garden Playhouse, which is ideal for budding gardeners aged two years and over. This playhouse comes with 15 accessories, and brings the natural world into the role-play world for lots of green-fingered fun. Smoby also has its largest house to date in the pipeline; the fully customisable Neo Friends House can be purchased individually or with a kitchen.

Meanwhile, Smoby’s ride-ons offer an introduction to the wheeled-toy category.

Launching in spring 2021 is the Foldable Robin Tricycle, the Be Move Tricycles for ages 15-months-plus, and the City Ride On Tricycle.

The Jada range of die-cast vehicles celebrates the best in action film merchandising with scaled replicas of the most memorable wheels, and features an impressive level of detail. In 2021, Batman fans can look forward to a new collection of 1:32 vehicles, in which each pack contains a metal figure and vehicle. The six designs in the range are modelled on Batman’s appearances since he came onto the scene more than eighty years ago.

The Fast & Furious collection, which launched in autumn/winter 2020, is set to enjoy greater traction this year thanks to the postponed release of the F9 movie in May 2021. Fans can collect popular cars from the eight-film franchise, as well as new additions from Hobbs & Shaw, and firm favourites like Domenic Torreto’s Dodge Charger.

Also launching for spring/summer 2021 is the Nano Metal Figures collection from Minecraft, which come in blind bags or as a 20-figure pack. Pop culture enthusiasts will also be able to get their hands on the Power Rangers, Marvel, DC and Harry Potter Nano Figures 20 Packs. 10cm tall Metal Figures will also be available, including classic characters from Spider-Man, Teenage Mutant Ninja Turtles and Transformers.

Also available from the Jada brand is Marvel-inspired die-cast, including Spider-Man RC vehicles. Other iconic lines include the Time Machines from Back to the Future, as well as more from Stranger Things, Harry Potter, Transformers, Knight Rider and Scooby Doo. Another brand that is going from strength to strength in 2021 is Steffi Love. With Steffi’s fully articulated body, little ones can dream up hours of imaginative play.

The Steffi Love Baby Doctor pack comes complete with a Dr Steffi doll and a baby doll with a colour change feature. Little ones can use warm water to simply wash away baby’s fever. The Steffi Love Koala pack lets kids help Steffi, who comes dressed in her safari outfit, care for the mother and babies at the Koala rescue centre.

New for Steffi’s younger sister, Evi Love, is the Evi Love Glitter Mermaid 3 assortment, and Evi Love Monkeys, which includes Evi’s expedition outfit and two baby monkey figures, In 2021, Simba Smoby Toys UK will continue to grow its Disney Plush range, which features a host of Disney properties such as Frozen II, Toy Story, Disney Princesses, Dumbo, Lion King, Classics, Minnie and Mickey, and more. Plush of all sizes are part of every collection, including 25cm and 35cm animal core classics together with other such favourites as The Child, who arrived in autumn/winter 2020, direct from Star Wars: The Mandalorian. There is also the 50cm Extra Large Dumbo Plush toy, as well as the Winnie the Pooh Plush range of 20cm soft toy characters and an assortment of four 35cm Winnie the Pooh Flopsies characters.

2021 will also see the arrival of 20cm Classic Beanies. There are six to collect, each fashioned in classic Disney style. With the upcoming release of the new Cruella movie, the Dalmatian is expected to be a hit, as well as the assortment of four 13cm plush pups in a kennel box.

For more information about the full brand portfolio including Ryan’s World and Masha and the Bear, all of which benefit from full marketing support, email sales@sisotoysuk.com or call 01620 674 778.

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Tel: 01773 570444 sales@abgee.co.uk www.abgee.co.uk

Sh w off Sinco Creations 0161 737 7464 www.sincocreations.com Sinco Creations, part of the Singleton Trading group, is looking forward to an exciting 2021. In addition to expanding on its current licensed, own brand and distribution ranges, Sinco will be further adding to its offering with new licences and product categories.

Building on the success of several collaborations with PMI, Sinco welcomes a new line of Peppa Pig stationery collectibles which is due to launch in February. The initial launch range will include plush coin purses, foil bagged and multi-blister 5-pack stampers. Complementing an already strong collection, all lines are attractively priced to encourage impulse purchase. The assortment of 12 self-inking Stampers are made from soft PVC, are washable, and include enough ink to last around 200 stamps. The plush coin purse assortment comprises five different designs in a CDU and includes a plastic bag clip, allowing the purses to be attached to bags or other accessories. By combining high quality product with the hugely successful evergreen Peppa Pig licence, Sinco has created a line sure to be popular with fans and early feedback from retailers has been overwhelmingly positive.

Adding to another world-renowned brand, Sinco will be welcoming a a Rubik’s Mega gift set to its distribution range, which will sit alongside the existing Rubik’s Magic Star 2-pack. The brand, which first hit shelves in 1980, isn’t showing any signs of slowing down and is widely considered to be the world's best-selling puzzle game.

The current 2-pack has been extremely popular. It includes two Magic Stars which interact with each other to deliver endless fun, stimulating imagination and creativity.

The Rubik’s Magic Star puzzle is a spin on the classic Rubik's Cube, and is made of high quality, eco-friendly and durable materials. The 5-piece Mega Gift Set includes a Rainbow Ball, Twist Key Chain, Squish Cube and two Magic Stars. Each toy helps improve muscle memory and hand-eye coordination while challenging users’ patience and improving their problem-solving skills. They are also great for stress and anxiety relief.

Continuing the puzzle theme, Sinco’s partnership with up-and-coming games and puzzles company Ywow Games goes from strength to strength. The company aims to revolutionise the sector by combining global household brands with collectible jigsaw puzzles, and its latest product is due to hit UK shelves at the beginning of February.

Innovative Mini Puzzles launched last year with two licensed puzzle ranges, Kellogg’s and Pringles. Selling out in major retailers across the UK, and outperforming competitors in specialty stores, the brand’s success reflects the increased demand for, and love of, puzzles.

Building on the momentum created by these renowned licences, Ywow has partnered with Swizzels to introduce Swizzels puzzles. As one of the longest established manufacturers of confectionery in the UK, Swizzels boasts a range of iconic brands beloved by the British public, so the puzzles should prove successful within the UK market. The line features an assortment of Swizzels’ famous Love Hearts, as well as its equally popular Drumstick Squashies. This vibrant and colourful addition to the Mini Puzzles line benefits from packaging designed to emulate each of the brand’s iconic images; a combination of strong brand identity and pick-up price points will encourage consumers to collect the entire range.

In terms of extending its own brands and IP, Sinco Creations has announced further development of its Scribble Me range. This successful arts & crafts line delivers quality products offering genuine value for money for the end consumer. The latest additions include a large Scribble Me Unicorn, three assorted Scribble Me Friends with a co-ordinating bag to carry them in, and an assorted range of five Mini Plush Scribble Me characters with a bag clip for fun on the go. The washable pens included with each item within the range allow kids to scribble on them, hug them, wash them and then start all over again.

Waves of fresh development ideas behind the scenes means Sinco will continue to deliver refreshing new concepts throughout the year, ensuring the Scribble Me brand goes from strength to strength throughout 2021. New additions will include various colouring cases and sets, alongside mechanical drawing and specific preschool items that will bring the brand to life at retail.

Other exciting launches under Sinco’s own-IP will include a brand-new feature plush category and Street Trix, a range of finger skateboards and accessories for budding skaters.

Current licensed ranges have also been expanded with new additions to both Sinco’s L.O.L. Surprise! and Rainbocorn ranges, both of which continue to perform very strongly. New licensed deals are also in the pipeline for 2021 as Sinco looks forward to working with ViacomCBS, as well as partnering with Mattel on an exciting new Barbie range.

For more information please contact Daniel Smith: daniel@ singletontrading.com.

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Sh w off Spin Master 01628 535 000 www.spinmastertoys.co.uk 2021 is another big year for Spin Master with the launch of new and refreshed products across the company’s biggest brands, including DC Batman, Paw Patrol, Monster Jam, Kinetic Sand and Hatchimals.

Batman is getting an upgrade for 2021 with the introduction of Spin Master’s range of Bat-Tech themed 12” action figures. Within the range, the all-new Deluxe 12” Batman figure, has been upgraded and equipped with expandable bat wings, light-up accessories and over 20 sounds and phrases for enhanced play. The new Batman toys will be supported by TV advertising throughout spring and through a creative, influencer-led PR campaign.

Following the success of Paw Patrol’s Dino Rescue range, the pre-school brand will be launching its Moto Pups line in 2021 with new themed outfits and deluxe vehicles. The unique motorcycles feature authentic graphics and details, large wheels and a pull-back function for performing wheelies and stunts. The highlight from the range is the Moto Pups HQ Playset which features sounds, a motorcycle launch ramp and looks just like the Paw Patrol’s headquarters from the show. Nick Jr’s Paw Patrol Moto Pups will be hitting screens from March, as will TV advertising, digital support and an influencer-led PR campaign to promote the new range. On top of this, and following its huge popularity in 2020, Paw Patrol Dino Rescue will be getting another push this year with TV advertising from January and digital support throughout spring.

Also new to Paw Patrol in 2021 is the Rocky Reuse It Truck, launching in January. Equipped with rolling wheels and moving arms, the unique recycling-themed truck makes it easy to play out imaginative missions with Rocky and the rest of the Paw Patrol team. The Rocky Reuse It Truck will be supported with TV advertising, digital and PR throughout spring.

Spin Master is introducing several refreshed games in 2021, including popular family board games Beat The Parents and Hedbanz. Hedbanz Blastoff is an upgraded version of the game with the added element of time pressure. Players must guess what is on their heads before time runs out and their card is propelled out of the headband. Spin Master will also be launching a host of movie-inspired games including Harry Potter Catch The Snitch, The Goonies Board Game and a deluxe version of the classic Jumanji game with a new electronic video centrepiece and immersive jungle sounds.

2021 will see several additions to Spin Master’s Kinetic Sand products, with highlights including the Ice Cream Treats Playset and new scented sand packaged in specially designed ice cream cone containers. The Ice Cream Treats Playset comes with vanilla, chocolate and strawberry scented Kinetic Sand, six different tools and moulds and six fun topping accessories to create ice cream sundaes, waffles, ice cream cookie sandwiches and ice cream cones. The new ice cream themed range will be supported through an extensive PR campaign, including creative stunts, media outreach and influencer partnerships. Also new to 2021, the Shimmer Sand packs provide more sand to play with than ever before. The 907g bags will be available in either teal or pink and contain brand-new glittery sand that sparkles and shines for elevated sensory play.

For spring/summer, Spin Master will be adding to its roster of Hatchimals products with the new Wild Wings range. There will be lots of freshly designed Hatchimals characters to buy and collect, including new Wilder Wings Pixies which each have their own unique fabric wings with bold patterns, presented in a new style of egg with a different look and two themed accessories. The new Wilder Wings Colleggtibles range features over 10 different styles, including angel, flower, bat, cloud, split wings and more.

Gund is introducing the brand-new Beautifurtails range to its wide selection of cute, quality, cuddly toys. There are three different Beautifurtails animals to choose from - Unicorn, Pegasus and Kitty. Each features an extra-long fluffy tail and stands at 28cm tall and 81cm long.

Spring/summer will also see the launch of a brand-new addition to Spin Master’s roster of remote control vehicles. The official Monster Jam 1:24 El Toro Loco RC features authentic styling, official BKT tyres and a look-alike chassis. The new El Toro Loco truck is joining Monster Jam’s other popular RCs, including the Megalodon Storm and Grave Digger, and is certain to be a big hit among consumers. Also coming in 2021 is a new range of collectible Monster Jam Mini Trucks. Compact and small in size, the 1:87 scale trucks each have unique detailed designs and are hidden within concealed mystery packaging to add to the fun of collecting.

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Sh w off Wilton Bradley 01626 835 400 www.wiltonbradley.com Wheeled toys have long been a specialism for Wilton Bradley, which has many years of experience in developing premium products, now available in over 20 countries around the world.

The Xootz brand was completely refreshed last year and centres around attitude and a mission to promote, inspire and encourage kids to get outdoors and have fun without boundaries.

With the Xootz Comet Electric Go Kart, kids put their foot on the throttle and turn to wheel to pivot, spin and drift. A high-torque, maintenance-free hub motor powered by two rechargeable 12V battery delivers speeds of up to 16km/h for an adrenaline fuelled ride. For safety and control, the Comet comes with two speed settings, a seat belt and automatic braking function. Available in a stealthy black exterior with white Xootz detailing and alloys, the Xootz Comet Electric Go Kart takes karting up a level.

New for 2021 is the BMW X5 Electric Ride-On, featuring an MP3 player with AUX input. Beneath the bonnet are two motors, powered by the rechargeable 12V battery. With a three-speed drive and reverse gear, little ones can practice their driving in the ultimate driving machine. For those too young to take the wheel themselves, there is an included remote control that lets adults take control. The Xootz BMW X5 Electric Ride-On will make light work of carpet, garden terrain or smooth tarmac thanks to its four-wheel independent suspension, making it suitable for both indoor and outdoor play.

One of the key Xootz values is “without boundaries” and the Decoy Dirt Scooter is the epitome of this, ensuring no terrain is off limits and there are no barriers to exploring new trails. This affordable yet durable scooter is designed for riders aged eight plus, and is designed with a heat-treated aluminium deck and strong steel handlebar, tested up to 100kg weight limit.

The Xootz Stunt V2 Black Green Y Bar Stunt Scooter is perfect for young shredders wanting a first stunt scooter setup. The precision quality ABEC-7 bearings and 100mm wheels, combined with stunt scooter Y-Bar and secured with a 3-bolt tube clamp, ensure kids will be landing tricks in no time.

Phantom and Shred are two new additions to the Xootz stunt scooter line-up, sharing the same outstanding features as current best sellers within the current range, but with fresh graphics and colourways. They feature a heat-treated aluminium deck with full print grip tape, steel T bar with triple bolt clamp and PVC Wheels with ABEC seven bearings. This gives the scooter an impressive max weight of 100kg.

The Brainache and Monster mash-up are also new additions to the Xootz stunt scooter range. These stunt scooters are proportionally tuned to meet the needs of smaller and younger riders aged five and above.

Every product in the Xootz e-range includes a manufacturer warranty and complete aftersales service from the in-house customer support team.

The Playhouse range complements kids’ desire to imagine and create with a range of garden play furniture. Made from wood, the products blend perfectly into the garden. The new Playhouse Make N Mend Workbench is a workbench with a pre-drilled peg board for fitting tools. This workbench will encourage role play and keep children entertained for hours of DIY fun. The range develops dexterity and hand/eye coordination whilst they play.

The Playhouse Ice Cream Van includes a chest freezer with sliding door, a serving hatch and a blackboard menu for kids to write on. Serving as a platform to fuel kid’s imagination, kids can pretend to scoop ice cream in their own ice cream truck.

The award-winning Playhouse Marvellous Mud Kitchen features high quality, ready varnished, solid FSC Canadian Hemlock wood. It includes stainless steel pans and utensils and there is a preparation area and storage tray, providing plenty of space for storing all ingredients and utensils.

Kids just need to add water to the fitted sink and mix up some mud for pretend cooking fun with the added excitement of mud.

The Playhouse Little Sous Chef’s Kitchen will provide hours of pretend cooking fun for budding chefs. Made with solid wood and a high-quality construction, it features everything kids need to cook up a feast including a microwave oven, oven and hobs, removable sink, two wooden pans and three stainless steel utensils.

Combining innovation, technology and hot trends, Mi-Mic allows children to become a pop star in their own home. They can play their favourite songs directly from a mobile and sing along over the top, thanks to the Bluetooth microphone speaker.

The Mi-Mic Bluetooth karaoke speaker can play any song directly from their device. Kids can put their favourite tune on, sing along and get creative by adding an echo effect and distortions to their vocals. Performers can really put on a show with the addition of seven colour beat matching LED lights.

The Mini Cube Disco Speaker allows kids to create their own karaoke disco in their own home. Features include an echo function to replicate performing in a huge arena, as well as an LED disco ball built into the top which gives a fabulous light display whilst they are singing. The speaker is also ideal for parties as it creates a complete disco atmosphere at home.

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PLAYING TOGETHER FOR A HEALTHY PLANET

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For trade enquiries please contact us at sales-uk@geomagworld.com

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Sh w off Flair 020 8643 0320 www.flairplc.co.uk Flair and Just Play portfolios for 2021 feature familiar licences from the world of cinema, as well as fresh introductions for Disney fans and new plush arrivals from Trudi.

This year, Flair is introducing its collection of MonsterVerse figures. Not only will the company be continuing with its Classic Toho range, it will also be releasing a collection of Godzilla vs. Kong movie figures. The range, which benefits from TV promotion, will arrive ahead of the eagerly awaited Godzilla vs. Kong film. The film brings with it the classic Toho Monsters, allnew legendary creations and incredible storytelling, and Flair’s collection is set to bring all the action on screen to life.

Fans can use this detailed assortment of six-inch articulated figures to recreate the film’s most memorable battle scenes. They will be able to re-enact the action with impressive attention to detail, thanks to the inclusion of removeable chunks of flesh to visualise the impact of this gruesome war. As the May box office release date draws closer, there will also be a special monster character added to the range. There are also the larger 11-inch Giant Godzilla and Giant Kong articulated figures to look out for, which offer excellent value for money.

New for 2021, the Juggleezz Ball is a highly elastic, super-stretchy, versatile ball that promises to get the whole family moving indoors and outdoors to practise their repertoire of tricks. With its innovative texture and feel, the Juggleezz Ball can be wrapped into different shapes, making it both fun to throw and cool to catch. Juggleezz is perfect for tricksters and fidget toy lovers alike; they can master old tricks and invent new ones with this original concept.

The line is expected to be a big hit online, offering plenty of opportunities for the YouTube, Instagram and TikTok crowd to create original content and set new challenges for others. Available in yellow and green, Juggleezz will launch with a 360-degree marketing plan, including TV promotion and influencer activity.

For spring 2021, Disney Doorables will offer a fresh take on unboxing, with multiple layers of surprise. Kids can enjoy revealing and collecting all the Disney characters hidden behind surprise doors. The range is available as Mini Peek Packs, a Multi Peek Pack and as A’Doorable Mini Playsets. Having collected and swapped all 45 characters and the playsets from the spring launch, fans can look forward to further refreshes and new introductions in autumn/winter 2021.

As well as new characters to collect in autumn, series six of Doorables will introduce a fresh packaging experience, with ‘Find to Reveal’ packs that feature a magic key. New Collectors Packs will containi special edition figures. New Mini Playsets will join the range, as well as bigger Beyond the Door Playsets that bring the worlds of Frozen and The Little Mermaid to life. Kids will also be able to get their hands on Doorables Tag-a-Longs, which have a loop to turn the charms into accessories.

Flair’s premium plush brand Trudi has a range of high-quality plush pals for kids to enjoy.

The softest of first companions that will be treasured for years to come is the backbone of this brand. The collection comprises a diverse range of products, from plush playmates to puppets, as well as collectible charms, meaning there is a Trudi soft toy to suit all ages and budgets.

Flair and Just Play’s range for Blue’s Clues & You brings the fun-learning pre-school show to life, delivering show-to-shelf storytelling in core segments, based on proven pre-school play patterns. The range includes feature plush, that captures Blue’s loveable personality in the form of soft bean-filled plush, to interactive plush. Peek-A-Blue barks and plays a game of peek-a-boo, while Dance-Along Blue plays the show’s theme song and dances along with her moves. There are also collectible figures and playsets, including hero line of the range, Blue’s House Playset, which is packed with features and opens-up to reveal four rooms; there’s also a handle for onthe-go play. Also available is the role play collection, which includes items that will be instantly recognisable from the show, including the Ultimate Handy Dandy Notebook, Sing-Along Guitar, Mail Time with Mailbox and more.

For more information about the full brand portfolio including Love Diana, Sneak Artz, and Hairdorables, all of which benefit from full marketing support, call 0208 643 0320 or email sales@flairplc.co.uk.

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Sh w off HGL 01603 397105 www.tobar.co.uk H.Grossman brands Tobar and HGL will be launching a variety of new products in 2021, and reintroducing others that were delayed due to coronavirus restrictions, with stock in the warehouse and ready to go.

Pocket money items were a tough sell online during 2020, so HGL introduced its Value Christmas Stockings to help retailers get the most out of pocket money lines. 2021 see extensions to this range in the form of Tobar’s Mystery Toy Box. These ‘parcels of play’ will contain 10 quality Tobar pocket money lines, themed by age to make selection easy for consumers. These boxes offer a cost-effective gift solution in easy to display, colourful packaging.

The Classic Collection from Tobar keeps things simple with exclusively designed wooden toys including the Learning Clock, interlocking building blocks and Stack n Play Safari Animals, as well as a collection of three wooden Play n Sound vehicles a fire engine, an ambulance and a police car.

Atmosfear, the iconic board game, was relaunched by Tobar last year but delivery was delayed due to Covid restrictions. Now though, the Gatekeeper is back. Much more than just a board game, Atmosfear is an amplified experience in home entertainment featuring an interactive app that works across players’ smartphones, tablets and home entertainment systems.

With interactive app-based game play, random selection to ensure a different game every time, and spine chilling atmospheric digital surround sound, this is a game of skill, strategy and suspense wrapped up in a race against time.

Once ‘Play’ is pressed, participants have only a limited time to collect six different keys and make their way to the centre of the board, where the Well of Fears awaits them. All the while, the chilling voice and face of The Gatekeeper will interrupt players with his creepy, yet laugh-out-loud, insults in an attempt to stop players from winning.

The Animigos range has been a best-seller for Tobar, offering top quality plush combined with interactive elements. This year, the Animigos World of Nature features realistic details that make this premium plush range look just like the real thing.

The range is educational too, thanks to a fun fact booklet included with every toy. This year an Orangutan, Gorilla, Rhino, Badger and Goat, as well as a Red and Blue Macaw, join the menagerie.

For 2021 there will be several new additions to HGL’s successful outdoor ranges. Two notable introductions from the Ozbozz brand are the Tie Dye and Rainbow Folding Light Up Scooters. These new themed scooters join the award-winning Unicorn scooter. Rainbows remain on-trend across the UK, so these fold up, light up, go-anywhere scooters, which are packaged for maximum shelf space and optimum consumer appeal, remain very popular. This year will also see the launch of a new Special Effects Scooter. This fast-moving machine leaves behind it an impressive vapour trail.

Maisto and Bburago are launching an impressive line-up of 1:24 scale classic vehicles in try-me packaging. The Motosound range comprises the 2013 SRT Viper GTS, Ford Shelby GT350, Ford GT Heritage, Laferrari, Lamborghini Huracan and the Lamborghini Aventador Coupe. When the hood of each is pressed, a motor sound is activated along with the headlights.

BB Junior has been a great success. Using their combined expertise, Maisto and Bburago have created a world of fun for preschoolers. The Ferrari Dash n Drive is a Ferrari themed tower play set featuring a helter-skelter ramp, mock steering wheel, wing mirrors and ignition key, plus a caricature ‘Ferrari’ and try-me packaging. Ferrari fans can also opt for the Junior Ferrari Light and Sound. This cartoon-like vehicle comes complete with big eyes on the windscreen. When the button on the top is pressed, the headlights illuminate and the car makes sounds.

The BB Junior Jeep Light and Sound is specially made for little hands. Just like the Junior Ferrari, this vehicle features buttonactivated headlights and sounds. The BB Junior Volkswagen Press and Go, meanwhile, is an ideal first Campervan. With cartoonlike features, such as exaggerated curves and eyes on the windscreen, pressing down the surfboard mounted on the roof will cause the van to drive forwards and the eyes to spin.

The BB Junior Bathtime range is both eye-catchingly colourful yet simplistically styled. The BB Junior Splash n Play Submarine Projector is a new addition for 2021. This Submarine bath toy has a projector in its base. Pressing the periscope will project a sea life scene directly beneath the toy, while placing it in the bath lets it project images onto the bottom of the tub as it floats on the surface. The BB Junior Splash n Play Tugboat Place will automatically activate a water squirter in its chimney when placed in water. The full BB Junior range of vehicles, bath toys and gift sets is available to view online.

For more information please contact sales@tobar.co.uk.

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ALPHA TOYS LTD Batchworth House, Church Street, Rickmansworth, Hertfordshire, WD3 1 JE Tel: 00353 67 63800 Fax: 00353 67 63801 E-Mail: info@alpha-toys.co.uk

www.bruder.de

Sh w off Interplay UK 01628 488 944 www.interplayuk.com An invigorated trend for traditional play patterns sought out during the lockdowns of last year means the Games, Arts & Crafts and Educational Toys categories have emerged from 2020 with their popularity booming, and Interplay’s 2021 portfolio and further investment plans are designed to meet ongoing demand.

Making the most of family game time, Interplay UK is introducing a unique new games concept into its best-selling games range for spring 2021. Pop-A-Tops is a pocket-sized container full of hilarious gameplay. Ideal as a travel game or stocking filler, and available at an affordable price point, Pop-A-Tops games are all about fast paced, easy play. Aliens, cupcakes, dinosaurs and historical facts all feature in this dice popping game of speedy reactions, which comes packaged in a Pop-A-Tops travel container for on-the-go entertainment. More news is on the horizon from the 5 Second Rule brand, while a new range of sub-£15 pre-school games, offering action, memory and education play, is also set for 2021 release. Titles include Flippity Frog, Whose Nest and Off the Rails.

Launching into a new build and play category, Interplay UK will also introduce Snap Ships for autumn/winter 2021. An innovative building system that creates impressive spaceships, combined with a 360-degree play experience, Snap Ships merges three of the biggest play patterns for kids: building, action and vehicle play. Interplay is tipping Snap Ships to be a best-seller in 2021, following a hugely successful launch in the US. Awareness of nature, preservation and the importance of the future of our planet continues to grow, with more parents and caregivers than ever before looking to instil positive values in their children.

Reflecting this increased demand, Interplay UK’s successful Grow & Play category is being expanded with new launches from the Peppa Pig, My Fairy Garden and My Living World brands, all of which allow kids to reconnect with nature.

First introduced last year, the Peppa Pig Grow & Play sets quickly became a bestselling hit following a social media launch campaign that reached over 1.5m, supported by inclusion in national gift guides and digital marketing activity.

The new Peppa’s Garden Playhouse and Grandpa Pig’s Greenhouse sets offer even more play potential. The sets allow green-fingered children to grow edible plants, teaching them important lessons about where food comes from.

The evergreen My Fairy Garden play sets continue to combine the magic of an enchanting fairy world and the wonder of nature into a unique and imaginative play experience. Following extensive consumer research in the UK and US, Interplay UK has developed magical new sets which appeal to both mums and their kids, emphasising the joy of playing together. New collectible and pocket money friendly Fairy Forest Friends sets will launch in spring, with a selection of play sets to follow for autumn/winter 2021, including Unicorn Garden & The Magical Wishing Well, and Enchanted Fairy Village.

The My Living World range is being relaunched with fresh, new-look packaging in 2021.

The nature play sets hold huge appeal with families looking for affordable and educational play ideas to entertain kids at home, in the garden, or at the park. Famous for its Ant World and Worm World sets, Interplay UK is introducing a new Bug Photography Kit that enables kids to view creatures up close by attaching the kit to a smartphone camera. For 2021, the brand will continue to drive awareness of nature, preservation and conservation, tying-in to school programmes and forest schools to help teach children about the importance of nature and our planet.

Interplay UK is continuing to drive FabLab’s growth with on-trend products, sustainable and environmentally friendly components and packaging. A new FabLab Screen Printing kit creates unique personalised screen-printing designs, which are ideal for the brand’s fashion-driven and creative audience.

The Fuzzikins brand will welcome a new Homemakers range, to build on a new family theme, launching in autumn/winter 2021. The Homemakers range features modular homes to build and decorate, and allows kids to expand their fuzzy world with even more imagination and play.

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Sh w off 8th Wonder 01942 829 811 www.8thwonder.co.uk 2020 has been a success for 8th Wonder, with key licences such as Hey Duggee, Bing, In the Night Garden, Paw Patrol and Mr Men. The company is now gearing up for another successful year in 2021 with the new licences covering a wide breadth of product categories, including pre-school, wooden wheeled toys, wooden games, role play and gifts. Starting as a family business with own brand wooden and plush toys, 8th Wonder will embrace its core values while working alongside toy giants such as Mattel and MGA. 2021 sees the company’s most ambitious plans to date with new licences such as Peppa Pig, Paddington, L.O.L. Surprise, Barbie, Fisher Price and Little Tikes joining Minions and Jurassic Park Heatables and Battersea Plush. All wooden toys within the ranges are FSC certified (FSC-C135802) and are made from sustainable wood.

Within the pre-school category, Hey Duggee has proved to be the most popular licence for 2020. Best-sellers include the wooden character, Skittles, Wooden Carry Along House with Duggee and Friends and sound puzzles. The Q4 launch of the 55cm Hey Duggee Plush Chair has proved to be very popular.

Another evergreen licence for 8th Wonder has been In the Night Garden. With a range of wooden toys such as the Wooden Blocks Cart and Activity Cube.

The plush range has also been a huge success; 8th Wonders’ Upsy Daisy and Iggle Piggle chairs have won an Innovation Award for their quality of the design.

This has been a hugely popular line, selling out rapidly.

Ahead of the film release in 2021 come new additions to the Paw Patrol range, including plush character seats and wooden play sets.

Barbie will be a new licence for the company in autumn/winter 2021. The Barbie Deluxe Campervan stands at 115cm high, with beautifully made wooden features and additional accessories such as a BBQ, campfire and picnic box. The Campervan is ideal for role play and interactive play with friends. In addition to the wooden Barbie range, 8th Wonder is also releasing a range of Barbie Plush Heatables and stylish plush chairs.

The new Peppa Pig range features creative lines such as George’s Dinosaur Rocker – a plush seat design with an exposed wooden base. Supplementary wooden lines include the Peppa Pig Ride On Bus, Wooden Ride On Scooter and an interactive wooden Mini Golf Set. Plus, joining the company’s best-selling licensed plush chairs collection will be a new Pepper Pig option.

8th Wonder’s largest new range launch for 2021 will be Little Tikes role play. The company has focused heavily on this range with exposed wood showing the quality on each product. The line has a deluxe feel and is made to be durable and long lasting with added interactive features, whilst always staying true to 8th Wonder’s ethos of unmatched value and affordable quality product. The range will include wooden kitchens with light and sound hobs, turning taps with running water sounds and click dials. Also featured are cleaning stations with recycling elements, a top spec ironing station with interactive features and a shopping trolley with a self-scanning feature.

Equally inspiring is the brand-new Fisher Price pre-school range.

The brightly coloured characters are a perfect fit for the wooden pre-school toys. New Lines include the Wooden Trike, Interactive Activity Cubes, Musical Instruments, Puzzles, Vehicles and much more.

Another new addition to the 8th Wonder stable is Battersea. Featuring Paul O’Grady and watched by millions every week, the popular show has teamed up with 8th Wonder to launch a plush toy range. Petite Pets make the perfect gift for any dog lover; these 20cm plush dogs will feature a range of the nation’s most loveable breeds from Golden Retrievers to Dalmatians. Complementing the entry point plush range, 8th Wonder will also be releasing a 2-in-1 Vet and Grooming Parlour with Interactive Dog. This comes with a Vet Station and a Grooming Parlour, plus lots of accessories.

For sales enquiries and to find out more about 8th Wonder’s full range of products, call 01942829811 or email sales@8thwonder.co.uk

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Inspire consideration and conversation about the importance of our world’s ecosystems with Guidecraft Coral Connections. Based upon the beauty and allure of coral reefs, organic growth and connections, the unique, pliable, recycled plastic pieces highlight the natural wonder of the ocean and allow children to create environments in a toy-based format. Incorporate dramatic play creatures such as fish, octopus, starfish, blowfish, crab and turtle to support context of a living thing’s relationship to its home. Coral Connections are available in 40-piece and 70-piece sets.

G7100 - Coral Connections 40 pc. set G7101 - Coral Connections 70 pc. set

www.guidecraft.com

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

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

Sh w off Canal 01904 379 123 Canal Toys c ontinues to grow its successful range of Arts & Crafts toys, announcing two of the company’s latest additions: So Bomb DIY Light Up and a new brand of compound based products, Craze Sensations.

So Bomb DIY Light Up is the latest extension to the best-selling So Bomb DIY range. Kids can now light up their bath and watch it glow as their handmade bath bomb fizzes to bring colour and light. The So Bomb DIY Light Up range starts with a two pack and the already successful vanity case, with development of further lines in place over the coming year.

The scented DIY bath bombs are simple to use; kids just mix the bath bomb powder and water into the mould, then add the special jewel light up LED decoration inside. The bath bombs are ready to use in minutes and the water activated LEDs can be reused time and again.

The range comes in three assortments which are all available to order now.

Craze Sensations is a new collectible ASMR range that taps into the sensory trend. This new range from Canal Toys starts with a single pack and a multi four pack – each one with a unique sensory texture to enjoy. Kids open the lid to find one of 12 different styles to collect, and mix the compound and the decoration together. The Craze Sensation range is available to order now.

Also new to Canal’s range is Anti-Bacterial Slime, a unique product that offers a breakthrough in child hand sanitising; it is designed to kill 99% of germs and make hand hygiene fun. The special formula, which has passed the most stringent safety standards, gives children a brand-new slime experience. In four colours, the mini Anti-Bacterial Slime pots will help children keep their hands clean and bacteria free. Without relying on adults for application, children will quickly get into a new hand sanitising routine.

The pocket-sized container is perfect for popping in a school bag, using at home or out and about. The Anti-Bacterial Slime is alcohol and toxic free and lets kids stretch and play all while sanitising their hands. Very simple to use, each pot is designed for multi-use and lasts for a month. Anti-Bacterial Slime is available in a single pot and four pot packs. They are simple to use, cost-effective, safe and educational.

The Doctor Slime Pet Vet Anti-Bacterial Slime series is a fun colour change pet that children can heal with anti-bacterial slime. The Doctor Slime Pet Vet Series launches with series one, Pet Vet single pack, with 12 characters to collect. A second series and playsets are both already in development for the latter part of 2021. Each of the Series One sets includes a pet that needs help; children use the diagnosis tool and fill out the medical card with their details, before treating them with the slime syringe and watching them change colour as the pet heals.

The Studio Creator Deluxe is the next step for the successful Studio Creator range, letting kids create professional looking content for friends and fans.

Everything they need is inside the box to make their Tik Tok, Instagram and YouTube content look more sophisticated and polished, teaching them valuable editing and design skills and combining fun with education. Older children can enjoy the new Studio Creator Deluxe Kit which takes content to another level. This enhanced kit features a dimmable, three colour mode light ring with a multicolour light changing mode, adding an additional eight light modes. There is also an adjustable phone holder; a tripod that now extends to 1m; an extra-large 2m x 2m green screen to get creative backgrounds using favourite apps and a remote control to activate the phone’s shutter. Also included in the deluxe kit is the Studio Creator Selfie Light. Perfect for budding entrepreneurs who want to make their content look more polished, each kit is simple to use and comes with a handy guide providing hints and tips.

All new Canal Toys products will be supported with extensive marketing and PR campaigns.

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Sh w off Toynamics UK & Ireland 0116 478 5230 www.toynamics.co.uk Toynamics UK & Ireland enters 2021 off the back of a very strong year, which saw the company finish the period over +25% up YOY in spite of all the issues caused by the Covid-19 pandemic.

Toynamics adapted quickly to the situation, working closely with all its retailers to provide increased marketing and promotions, alongside a wide variety of quality products from tried and tested brands including Hape, Nebulous Stars, NanoBlock and – new for 2020 - nursery brand, Skip Hop. Hape is a world-leading educational toy brand that endeavours to develop kids’ learning spirit through play experiences in order to better prepare them for the world that awaits. The brand’s quality wooden toy range is going from strength to strength across a raft of popular categories, including Railway, Junior Inventor, Pre-School, Nursery, Music, Role Play, Nature, Sand & Water and much more.

Wooden Railway is a key category for Hape. New items for 2021 include two additional Bucket Sets, both of which are competitively priced and introduce new themes to the popular range. The Bucket containing the railway goes on to form a core part of the finished track layout, while innovation takes the form of a new engine that can be controlled via an app, as well as a colour changing track. Heavyweight marketing campaigns will support this category throughout the year, raising awareness and driving purchase.

Hape also welcomes the DJ Spin and Mix to the Music category. This unique keyboard lets kids plays tracks and a variety of instruments – or mix them together for authentic DJing fun. The Hape collection also includes the hugely successful Magic Touch range, from which The Magic Touch Piano was one of the best-sellers of 2020. This year sees the arrival of plenty of new additions to the collection, including the Guitar, Large Piano and Keyboard, as well as a Tablet which is available in three languages.

A popular element of the Hape range is its eco-friendly credentials. With recycling and sustainability at the forefront of product development, Hape’s Nature Range is made from bamboo and recycled plastic and was a best-seller last year. To enhance the traceability of its raw materials, Hape even has its own bamboo forest; investment in this fast-growing natural resource will continue. New bamboo items for this year include the Greenhouse. Hape is also expanding its range of sustainable materials; the brand’s Nursery range now includes items made from high-quality and eco-friendly Japanese rice. Hape continues to research and develop new products and packaging solutions that combine sustainability, value for money and high quality, keeping this range front of mind with eco-conscious consumers.

Having joined Toynamics’ portfolio in 2020, Skip Hop offers a host of new opportunities to the company’s retail partners in the form of quality nursery products across many categories: backpacks with unique features such as special buggy straps and pockets to hold all-important accessories; on-the-go items such as bottle bags and organisers; bath time solutions including ever-popular portable baths; toys; potties and more.

Skiphop’s home gear line-up includes high-chairs, play mats, soothers, and beautiful activity centres that will keep babies amused for hours. For mealtimes, Skip Hop offers a large range of fun character infant feeding lunch bags, jars, utensils, storage, travel bags, bibs and more. These items sit perfectly alongside Skip Hop’s Playtime range, which offers an assortment of fun nursery toys that are full of character. Retailers should look out for the Spinning Yeti, Selfie Phone, 3-in-1 Ride-Ons, soft toys, and a sumptuous luxury Activity Gym. The Nebulous Stars Arts & Crafts range features unique creative sets that let kids create beautiful items that can be played with once made. Nebulous stars is based around four fairy characters, each of which has its own colour and identity. Product highlights include coloured lanterns, mobiles, wishing jars, hourglasses, dream catchers and snow globes for kids to make and decorate, plus secret diaries, books and dress designer kits. To bring the products to life at retail, all are available within a matching, eye-catching FSDU. NanoBlock is the world’s smallest micro-sized building block. The range lets kids construct detailed and realistic models across many themes. The licensed collection was the most popular in 2020, with a range currently featuring Pokémon and Sonic, and many new characters being launched in 2021. There is also a Generic collection which includes realistic musical instruments, Titanic, London Underground, Bus/Taxi, Buckingham Palace and animals.

Other ranges include PolyM, high quality plastic building coloured building blocks for little hands that are totally flexible and can be washed up to 30 degrees Celsius. Kathe Kruse and Kruslings Doll ranges from Germany are also available.

Toynamics UK & Ireland offers full in-store support, with POS and shop-in-shop displays supported by marketing campaigns across all platforms. Contact the customer service team for more information sales@toynamics.co.uk.

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Sh w off MGA Entertainment 0845 0533 333 www.mgae.com Rainbow High introduced bold, lustrous colours to the MGA Entertainment portfolio, becoming the No.5 fastest-selling new property since its launch in August 2020. In addition, it ranks at No.15 on the list of the Top 50 Toys, and its supporting online content has racked up 12m views to date. Each of the six bold, colour-themed fashion Rainbow High fashion dolls features long, brushable hair, pretty features, long eyelashes and its own distinct style. Complete with two on-trend outfits for mix and match styling, a hair comb, hangers and a doll stand, Rainbow High dolls are fully articulated and can be posed when played with.

The brand is kickstarting 2021 with the launch of the eagerly anticipated Cheer Dolls range. The range features all six of the Series 1 characters with a cheerleading makeover that includes a sporty outfit, new make up and hairstyles, cute bow hair accessories and a hairbrush. Each with their own distinct style and personality, the new dolls also come with pom poms for an authentic cheerleading effect.

L.O.L. Surprise! is gearing up for what’s set to be the brand’s most record breaking year yet, with a series of range expansions on existing lines and new product innovation rolling out throughout 2021.

This month sees the launch of #Hairgoals Series 2, the follow up to #Hairgoals Series 1 which launched in 2019 with widespread support from celebrity fans.

Brand new L.O.L. Surprise! Boys characters will also launch, with Boys Series 4 hitting the shelves in January 2021. Fans can also expect continued innovation within the L.O.L. Surprise! O.M.G. range, which offers an unboxing experience like no other. Widespread TV and digital advertising, alongside targeted PR campaigns, will continue to drive the success of the brand.

Outdoor toy brand, Little Tikes will see new additions to the existing line-up, including infant/pre-school toys and water tables such as the all-new 3-in-1 Bubbles and Foam Water Table. This year also welcomes innovative new role-play ranges. The Tobi Robot Smartwatch will expand into new areas, while My First Mighty Blasters will continue to offer kids an exciting, active role-play experience, with new products featuring an added water play bonus for both indoor and outdoor fun. Little Tikes will also introduce innovative new products to its ride-on offering in 2021, sitting alongside existing favourites such as the Cozy Coupe and 4-in-1 Trike.

The Little Tikes World’s Biggest Playdate will take place for the third year in May 2021, inspiring families to get together, explore play at home and enjoy precious family moments that will last a lifetime.

Na! Na! Na! Surprise, the 2-in-1 collectable doll brand, has already launched its first four series as well as two play sets. Teens Dolls and a new themed range will join the collection in spring this year.

Each cute character is revealed with an impressive confetti burst surprise, alongside a wearable clip-on and animal-themed plush pom. The pom is then unzipped to reveal a soft articulated fashion doll wearing a surprise outfit and scented shoes. Alongside the collectibles, the brand also includes the 3-in-1 Bedroom Backpack Playset, as well as the Ultimate Surprise, which comes complete with a giant rainbow pom.

Launching this spring is the all-new Teens range, which offers six taller fashion dolls to collect and more accessories to discover. The first themed series, Na! Na! Na! Sparkle features sequin Poms and marine-themed dolls. Other products will complete the launches for this season, enhancing play longevity and sparking imagination for children aged 4-8 years.

Secret Crush launched to market in autumn 2020. Featuring both large and mini dolls, the brand lets fans use the candy-themed hammer to break through the heart-shaped crushable layer to reveal the surprises within. Secret Crush minis are hidden beneath the crushable layer. Kids can unwrap each surprise to build a cute mini doll as well as reveal collectible beads that can be used to create DIY jewellery. With 10 mini dolls to collect, fans can mix and match to make sweet combinations.

There are currently two sweet-themed Secret Crush Large dolls to collect, each with their own mini best friend and beads. Surprises are hidden in secret compartments for kids to discover. This year, the brand is set to introduce a second series of minis and an exciting new theme for even more crushing, swapping and collecting fun.

Sh w off Bandai 020 8324 6160 www.bandai.co.uk Bandai UK continues to evolve its portfolio with extensions to its hottest brands and licensed distribution ranges for 2021.

A major focus is the CoComelon licensed toy range, manufactured by Jazwares and distributed for the UK market by Bandai UK. CoComelon, which just surpassed 100m subscribers on YouTube, teaches children how to take on everyday activities and role models positive behaviour with a sense of enthusiasm.

Kids can easily relate to the universal themes and everyday narratives such as eating your vegetables, learning to tie your shoes and getting ready for bed.

With its bright and bold colours and cheerful nursery rhymes and phrases, CoComelon attracts children aged 1-4 to sing and dance along with Baby JJ and his siblings as they learn letters, numbers, animal sounds, colours and more. CoComelon is available on all major platforms including Amazon, Spotify, Apple Music, Roku and Netflix.

New for 2021, two new First Acts Instruments allow children to replicate well-known CoComelon storylines and songs. The Keyboard is programmed with the ABC song and Music song - both familiar to children and parents who watch the show. Children can play the keyboard, listen to CoComelon songs, and learn their ABC. Adding percussion, the highly durable Musical Xylophone encourages children to play along to their favourite songs. Bandai will be introducing new additions to the successful range of character figures, plush and vehicles.

Harumika, an arts and crafts fashion brand from Bandai’s own development, brings a host of styles for the new season. The sets allow budding fashionistas to channel their creativity without the need for gluing, sewing or cutting. Kids can simply arrange the fabrics around the mannequin torso, tuck them into the slits using the stick and pins, and the design stays in place. Nature Mood and New-Age Tie-Dye provide the inspiration behind the new themes for its Single Torso Sets.

Film and TV lines feature heavily for 2021. For fans of anime, Bandai UK’s Dragon Ball range includes collectible action figures at a variety of price points.

Dragon Stars, who are the key collectibles from the range for the avid enthusiast, will feature a new development of characters. There will also be continued development into the Evolve Action Figures and Limit Breakers Figures to cover off all age categories of the Dragon Ball fans. Anime Heroes welcomes the new one -piece figure collection joining the already successful Naruto series. It offers affordable, highly detailed and fully poseable figures based on the Japanese manga series, currently airing on Netflix. Monkey D. Luffy, Roronoa Zoro and Sanji will be available as new character figures, each with over 17 points of articulation and standing between 15-17cm tall.

After a successful relaunch of the brand in autumn/winter 2020, Miraculous is set to make its feature film debut in late 2021. Bringing a new low price point to the range of fashion dolls, playsets and roleplay, the new Kwami Surprise Miraculous Boxes collectibles are housed in blind boxes and are moulded holding their precious Miraculous. Pearlescent and glitter finishes to the packaging creates stand-out and magic before the unboxing surprise reveal.

Tamagotchi, the original interactive pet from cyber space, offers five new styles continuing its huge success from 2020, after selling over 150k units. Tapping into the retro toys trend, Tamagotchi gets children and adults raising and nurturing their virtual reality ‘pets’. New styles have been added, including two new Hello Kitty themed nano Tamagotchi.

Award-winning educational line, National Geographic, has established itself as an evergreen, STEM range within the company’s portfolio. New Large Kits have been added to offer retailers an extended line at a selection of price-points. The new kits include: Explorer Science Sensory Kit, Explorer Earth Science Kit, Glow-In-The-Dark Mega Science Kit and Ultimate Gemstone Dig Kit. The Original Sea Monkeys has contributed to early science learning and play for decades. Encouraging engagement with nature, nurture-play, and an opportunity for children to own their own aquatic pets, the Original Sea Monkeys line is compact and affordable. New blister packs contain everything needed to bring the brine shrimp to life, including Sea Monkeys eggs, food pouch, water purifier, feeding spoon and handbook.

The Timber Tots pre-school range brings younger children a host of outdoor scenarios and play themes through animal families and their woodland surroundings. A comprehensive range of animal figures and interactive playsets, the hero SKU is the classic Treehouse playset which boasts a retro heritage.

Four new characters will be added to Bandai’s interactive pet range, Nuzzy Luvs. A unicorn, giraffe, rabbit and leopard will join the collection of cute plush characters, which fit in the palm of a child’s hand. Nuzzy Luvs bring a range of sound and movement responses, responding to one another and their owners, letting them know when they feel happy, frightened, tired or just want attention.

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Sh w off Jazwares 020 3598 5119 www.jazwares.com Jazwares bolsters its presence in the toy aisle this year with refreshes to the popular Fortnite line-up of 4” Solo Mode, 6” Legendary and 12” Victory figures, accessory sets and plush, reflecting Chapter 2 gameplay and popular skins within the metaverse. Developments to the line include a host of new vehicles such as the Kaboom Glider, Joyride vehicles, a 20” Choppa, The Reboot Van and RC Mudflap Vehicle, all with exclusive 4” articulated figures.

Roblox fans can enjoy Wave 10 refreshes to the Mystery Figures, 3” Figures, 3.75” Imagination Figures and Game Packs. New launches include vehicles and playsets inspired by the hottest games on the world’s largest user-generated universe; Adopt me: Backyard BBQ, Car Crusher 2 Feature Vehicle, Tower Defense Simulator Environmental Set, Dungeon Quest Environment Set and Ninja legends Deluxe Playset.

The Nerf Nation can up their skills with refreshes to the Jazwares range of Nerf accessories. New items include a Digital Flip target and Skeet Shoot Disc launcher.

Jazwares will continue to drive kids and collectors to ‘Think Big and Play Small’ in 2021, with developments to the world of Micro Machines including licensed vehicles from the world’s most recognisable car brands, plus a Corvette Raceway City playset.

A refresh of The AEW Unrivalled Collection will bring the excitement of All Elite Wrestling to retail, with more wrestlers brought to life with articulated figures, authentic ringwear, accessories, playsets and more.

Halo, an iconic sci-fi series in videogame history, returns with a refresh to the World of Halo figure lines, game packs, environment sets and roleplay items, all reflecting the highly anticipated Halo Infinite release.

The FGTeeV family are brought to life with more figures, collectibles and playsets from Bonkers Toys, distributed by Jazwares. Fan favourite Psycho Pig joins the unboxing experience with the Psycho Pig playset.

The Blippi pre-school toy range reflects Blippi’s style of educational entertainment. The 2021 range features a refresh to figures, vehicles, playsets and plush, including the Get Ready and Play Blippi feature plush.

Jazwares is set to debut a new pre-school range for the forthcoming animation Dino Ranch. The toy line will captivate pre-school minds, as dinosaur play fuels a fresh take on the wild west. The line comprises figures, vehicles, playsets, plush and role play.

Fans can expect to see a new Squishmallows Squad every 12 weeks in 2021, across multiple scales from 5” to 24”, plus seasonal and themed characters. New additions include Squish Doos, a range of characters that embrace their crazy hairstyles. Squishville by Squishmallows offers kids the chance to immerse themselves in the world where the irresistibly squeezable new 2” Mini-Squishmallows live, with all-plush vehicles, accessories, play scenes and houses.

2021 will witness the global launch of a new line based on YouTube sensation, Nastya Radzinskaya. Nastya is a six-year-old who has risen to fame having hit over 170m subscribers on YouTube – more than any other creator in the world. The Like Nastya range encompasses dolls, figures, playsets and role-play.

Further additions to the girls aisle come from the beloved Cabbage Patch Kids, with refresh to the 14” Kids and 9” Cuties and Newborns, plus the new Giggle Time Deluxe Doll, that giggles and shakes. There is also a new line extension, ‘Cutietown’, which is a range of 3” figures and vehicles inspired by the popular range of Cuties.

Jazwares also has news from WowWee. My Squishy Little Dumplings are interactive characters that pop alive with a squeeze. Pop 2 Play is a range of folding playsets, made from recycled and recyclable materials. The Pinkfong Baby Shark portfolio continues to grow with all innovations and extensions, including interactive plush, bath toys, electronic learning toys, musical toys, baby and toddler toys and more.

Jazwares will be promoting high-profile launches across the entire portfolio with TV, digital, social media and PR campaigns throughout the year. Expect further brand announcements for 2021.

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Sh w off Brainstorm 01200 445 113 www.brainstormltd.co.uk Brainstorm will add to its Brainstorm Toys portfolio in 2021 with more new STEM products as it continues to build its reputation as one of the leading educational toy brands in the UK. Brainstorm remains committed to consumer marketing via a 360 degree multi-media campaign including TV, social media, online, print media, POS, store visits and PR throughout 2021.

The new Night Sky – Solar System, Constellations, Starlight and Moonlight Projector will be available in spring and will allow children to transform their room into an outer-space light show. The projector is able to project ultra-sharp images over 3.5 metres wide, and a motorised function creates rotating images on walls and ceilings. There are four discs included: the solar system with nebulae background, constellations, moon image and an expansive image of the starlit sky. As with many of the products in the Brainstorm Toys range, the Projector also comes with an online secret code that children can use to discover solar system facts online.

The Light Up Crystal Lab also launches for spring/summer 2021. Kids can create their own chemistry experiments by learning how to create three different coloured crystals in clear, green and blue. The easy instructions will help children work autonomously and they can display their creations on a pyramid display that features a seven colour-changing LED light that transforms the crystals into a stunning night light.

The new Dry Wipe Magnetic Board Plus is the antidote to all the waste created with paper. Supplied with three colour pens and two flexible magnets, the magnetic dry-wipe board is easy for small hands to get to grips with, makes an excellent resource for home and classroom and can be used time and again.

The T-Rex Head Torch is an extremely popular Brainstorm Toys product and the brand-new Unicorn Head Torch is set to be equally as sought-after. The unicorn shaped head torch comes with a sparkly sound effect and can be used at two angles – straight for outdoor adventures and tilted for bedtime reading.

It comes with an adjustable strap, making it suitable for children of all ages.

My Very Own Fairy Jar is ready to launch for spring/summer 2021.

Inspiring imaginative and creative play as children create their own Fairy garden in a jar with coloured stones, flowers, leaves, toadstools and a fairy.

The jar also features a colour-changing LED to use as a nightlight and children can use the key to prompt a charming sparkle sound and unlock the secret code to access online fairy activities.

There are two new additions to the Torch & Projector range, which saw sales soar during the latter half of 2020. New additions are the Puppy Torch Projector and Funny Animals Torch.

The Brainstorm Toys Outdoor Adventure range will also extend to include the Paracord Wristbands. Kids can create wristbands made of lightweight, thin, strong, braided nylon paracord, used in the suspension lines of parachutes. They can use up to eight different colours to create an accessory that not only looks good but is useful too. The kit features eight different sized buckles, including two that come with a built-in compass and whistle. The set also comes with instructions on how to master three knotting techniques.

UltraFlyers are soft, foam, big loop, returning stunt planes -hat can be assembled in seconds and flown indoors. There are two UltraFlyers in a pack so kids can play in pairs.

Brainstorm owns The Original Glowstars Company brand which has been lighting up nights for 30 years. This year, Glow Window Art will launch in spring 2021 with over 60 glow window decoration designs. Kids can choose a design or create their own by copying an outline with liner paint and colouring in with glow paint. The easy-to-peel away decorations can be displayed on any glass surface and the set also comes with two free-standing Suncatchers.

Fantasy walls and ceilings can be created with the new Glow Stars and Dragons Set featuring eight high-quality glow-in-the-dark dragons and 35 plastic green glitter glow in the dark stars. A 40 pack of Glow Glitter Stars will also be available for spring/summer.

Klikbots will be joined by the Klikbot Kreatures. Klikbots are collectible action figures perfect for making stop-motion videos with interchangeable pieces, articulating limbs and action accessories. The new range features eight Kreatures, including Titan, Shredder, Gadget and more. Each comes in a blind capsule with all eight coming in their own bespoke CDU. Each CDU includes two rare gold Kilkbot Kreatures. Kids can combine two Kreatures to create one Mega Klikbot Kreature with their own names: Kutlass, Lurk, Cyklone and Trigger. YouTube tutorials will be available on the StikBot Central channel.

There’s also a new Klikbot Zanimation Set launching in 2021 so kids can create their own Klikbot animations using green screen tech and tripod.

Each set includes a KLIKBOT Klikbot, a Klikbot Megabot, green screen and phone tripod.

Eugy launches its fifth phase in March, which will feature six new SKUS; dolphin, orca, blue whale, sea otter, ptero and koala with a further four SKUs launching in June; red fox, rabbit, mammoth and lion. A new Christmas collection featuring Santa, a reindeer and snowman will be available to pre-order by the end of May for delivery in October. The sustainable eco-friendly craft toy allows children to create their own sturdy 3D models to collect and keep. Interactive CDUs are also available.

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Sh w off Zuru 01604 401 719 info@zuru.com With various accolades to its name, plush favourite Rainbocorns welcomes a comprehensive licensed range with new wave introductions planned throughout 2021. New for spring is line extension Puppycorns, which brings pocket-money and impulse purchase opportunities to the brand portfolio. Puppycorns introduces a collection of seven cute and collectible mini plush puppies, with favourite breeds receiving the award-winning Rainbocorn magic.

Characters include a Dachshund, Pug, Dalmation, Poodle, Labrador, Husky and a rare ‘best in show’ Bulldog. Puppycorns come in a bright teal reusable egg, with all new and on-theme puppy ears giving kids a glimpse of the puppy-focused unboxing experience to follow.

Children simply hatch open the eggs to reveal seven surprises including all new Puppycorn plush characters, Scratch ‘N’ Reveal Hearts, Scratch ‘N’ Sniff Stickers, Boo-Boocorn Puppies and collectible eggs, plus Puppycorn Poop and a Collectors’ Guide.

Zuru’s new Robo Fish, from the Robo Alive stable, is a robotic swimming pet. When dropped in water, these fish will swim in five different directions and dive up to six feet as Zuru’s advanced water activated technology brings them to life. There are six colours to collect, each with water activated colour change capabilities. Kids can watch the scales change colour before their eyes, then pull the fish out of the water and rub their hand over it to change the scales back to their original colour. An ideal interactive pet, the toy has provided the inspiration for Zuru’s Robo Fish ultimate prank guide, which has been hitting social media platforms worldwide. The company plans to drive this further throughout 2021.

Oosh Potions Slime Surprise combines hands-on creativity with magical role-play scenarios, by allowing kids to add a dash of enchantment to DIY slime making.

There are four different magic potion bottles, each containing two surprise potions to create. From the BFF's Elixir to the Enchanting Potion, children can engage in creative, imaginative play as they follow each magic recipe. The base of the sparkly potion bottle doubles as a bowl in which to mix potion with the included glow-inthe-dark mixing wand. Every potion comes with its own gooey or powder base, three different accessories to add, storage bottles and an easy to follow magic recipe.

There are eight magical potions to discover and collect. Each potion bottle includes a magic pot, magic wand, potions bottles, magic mermaid surprise beads, magic unicorn surprise sparkles, an instruction sheet, magic dust, a seashell spell activator and sweet seashells liquid glitter.

All brands will be supported by PR and marketing campaigns, including global television commercials, and digital and social media content across all channels.

Winning Moves 01706 558539 www.winningmoves.co.uk For 2021, the Top Trumps brand is segmenting. What was previously one umbrella of everyone’s favourite Top Trumps packs will now be split into four: Top Trumps Classics, Top Trumps Juniors, Top Trumps Specials and Top Trumps Limited Editions. Each segment will appeal and become known to various demographics, with the help of new logos, new packaging and specific target marketing.

The segmentation will be heavily marketed; as of 1st January, there will be a full new pack of Top Trumps inside every McDonald’s Happy Meal up and down the country for the first six weeks of the year, with 10 packs to collect in total. This monumental exposure - with millions of packs produced nationwide - will increase brand awareness and help drive sales across the board. It will help reach new markets, as well as rekindling the game’s popularity in existing markets. After extensive market research, the company found that a third of households have never played or heard of Top Trumps, so there’s room to grow and further cement the achievement of being the number one kids’ card game in the country. Winning Moves aims to make each demographic aware of the fun gameplay, the incredible heritage of the brand and most importantly, that Top Trumps is not just for kids; there is a pack for everyone.

Also in the line-up for 2021 is expansion in the range of jigsaw puzzles that Winning Moves offers. With over 25 SKUs already (up from 10 the year before), Winning Moves is looking to add at least another 10 to the range, featuring the hottest licences, including Friends, James Bond and Doctor Who. The puzzles come in either 500 or 1000 pieces, and will be priced from £9.99 to £14.99 RRP, with even more to be added for Q4 2021.

One of the products the company is most excited to introduce is Elf Monopoly. The game is currently made in the US by USAOpoly and has already attracted heightened social media attention after a feature on LADBible’s various channels. The excitement and buzz has already started, and it’s looking like one nobody will want to miss, especially in time for Christmas 2021. Licensed Elf jigsaw puzzles, and editions of Top Trumps and Top Trumps Match will also be available.

Other products and new releases the year has in store for Winning Moves includes Pass The Pugs Giant Edition, a fun and quirky version of the beloved inflatable Pass the Pigs, which is set to release in summer as the perfect companion for any summer holiday, while the best-selling Top Trumps World Football Stars range will get a rebrand to coincide with the upcoming 2022 Dubai World Cup.

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AVAILABLE JANUARY 20 AVAILABLE JANUARY 2021

Sh w off John Adams 01480 414 361 www. o a a s.co.uk Crafty Surprise taps into the unboxing trend with a new crafty twist. Kids can create and collect cute craft projects, such as friendship bracelets, accessories and trinkets; crafters simply unbox the materials and follow the instructions, using all the included components to complete their project. Crafty Surprise is available now in eye-catching CDUs. Cutie Stix is a new bead brand which lets kids make their own unique bracelets, necklaces and accessories. Available on a choice of fun bead 'stix', kids can safely cut each one into beautiful beads featuring bright colours and fun characters. SKUs include the bumper Creative Workshop, the Creation Set, and assorted themed refill packs which are all available this month.

Blopens, one of the market leaders in colouring kits, welcomes additional lines for 2021. The range, which allows kids to create pictures with airbrush effects, will be supported with full media relations and influencer support.

On the licensing side, John Adams Leisure has acquired popular pre-school licences Paddington, The Gruffalo and Baby Shark, with a view to creating a collection of new games and crafts.

Families with pre-schoolers looking for high-quality and wholesome educational products will appreciate the new FatBrain range. Children now have a safe and smarter way to play, as well as develop their curiosity and creativity, with this array of bright and colourful sensory toys.

Following the success of Windy Knickers and Pencil Nose, John Adams’ range of Ideal games continues to grow in strength and volume, with plenty of new additions in the Family and Action Games category. Classic and retro games are in high demand, and for 2021, John Adams Leisure is bringing back two firm favourites from the 80s: Ghost Castle and Go for Broke.

Peaky Blinders has been turned into a card game. More than a simple bluffing game, Peaky Blinders: The Card Game requires players to interact with each other and form alliances whilst pursuing their own agenda, providing players with a deep and engaging gaming experience.

Continuing the retro revival, Pac Man - one of the world’s most popular video game characters - is now immortalised in a card game. This family-friendly card game is quick and easy to learn, with three ways to play.

Family favourite Rummikub, which recently celebrated its 70th anniversary, welcomes new additions including a vintage wooden game, a special anniversary edition, a Mini Pouch for on-the-go play, and a premium black version with black tiles in a giftable tin.

TV gameshow fans will be excited to see Beat The Chasers, Lingo and a new Tipping Point Card game included in the 2021 range, as well as refreshed versions of the Tipping Point and The Cube board game.

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

Halilit 01254 872 454 www.halilit.co.uk With price points starting from £1.99, Halilit is adding the Dodo collection of puzzles and games to its offering for 2021. Featuring animal designs, the 16-piece Single Puzzles are ideal for impulse purchasing, and the 2-in-1 Colouring Puzzles provide perfect pocket money entertainment. The Dodo range offers puzzles suitable for children from 18 months; 2-3-4 puzzle sets feature fun and recognisable themes, such as modes of transport, and Puzzle Duos are designed to encourage little ones to match up popular animals with their food and habitats. For pre-schoolers aged three years and above, the collection includes fantastic gift boxed sets of four puzzles in one that will also enhance their knowledge of categories such as seasons and professions.

The Dodo range also includes the Observation Puzzles which when built, reveal a border of individual images for a child to look for within the main image; a build and seek puzzle that provides plenty of entertainment. With popular educational themes such as space, the world and more, the Dodo range has already got off to a flying start with a successful pre-launch in December.

Halilit is also releasing a new collection of toddler toys from the established Taf Toys nursery brand. Adding an ‘Easier Learning’ angle to its usual portfolio, the new toddler offering coincides with the launch of Taf Toys’ new Savannah Adventures collection and features new introductions such as the Savannah Sort & Stack, a combination of stacking toy and shape sorter in one, providing further opportunities for counting and shape identification. Other launches include the North Pole Ball Drop, stacking boxes with a variety of tactile balls that can be built up to create a larger tower or which can be used individually to encourage motor skills, and the Kimmy Koala Wonder Tissue Box, a sensory delight for inquisitive toddlers.

Taf Toys has also expanded upon its popular baby book offering with two new sensory Stroller Books: What Does Paul Wear and Where Is Joey? These tactile 15cm x 15cm books simply clip on to the pram and are designed to encourage toddlers to engage with the storylines, peek a boo and textured elements. The new Savannah Adventures collection will add a further Tummy Time Book to the offering, to support the success of the Kimmy Koala Tummy Time Book, and this new 2021 collection will be rounded off with a range of soft toy friends and a super-sized, easy to clean foam playmat, ideal for use when out and about.

2020 saw a surge in demand for Halilit musical instruments with key gifting items such as Baby’s First Birthday Band continuing to sell well. Alongside this, the expansion of the Edushape Sensory and Developmental range into wooden toys is also proving a hit, and Halilit is looking forward to expanding further on this for 2021.

Email sales@halilit.co.uk for more information.

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Sh w off Craft Buddy 0203 417 6565 www.craftbuddyltd.co.uk 2021 sees the launch of a new Disney licensed partnership across Craft Buddy’s established Crystal Art ranges, bringing a touch of magic to the collection for ages eight and above. Arriving spring 2021, famous Disney characters will feature across all areas of the Crystal Art portfolio, with new designs and products being added to the collection across the year. Disney fans can now re-create iconic movie characters and scenes using Crystal Art in four new Notebook designs: the Pride Rock scene from The Lion King, The Little Mermaid, Classic Minnie and Moana.

Eye-catching Crystal Art Canvas Kits will be available in a host of different sizes and multicharacter designs, each pre-mounted on wooden frames for easy display. Four 30x30cm kits featuring a raft of instantly recognisable Disney favourites will launch as part of the new collection, including Elsa, Anna and Olaf, the Lion King Family, Pooh and Tigger, and Minnie and Mickey. Larger designs include three 40x50cm Crystal Art Kits - The Lion King Medley, Beauty and the Beast Medley, and Lady & The Tramp - alongside a 70x70cm Kit featuring Frozen Friends and a 90x65cm Disney Princess Medley design.

Alongside the new Disney collection, Craft Buddy will look to expand its successful Notebooks and Frameables Crystal Art hero lines for 2021, including the introduction of new designs launching from celebrated designer Anne Stokes. Crystal Art Notebooks featuring her striking designs and life-like portrayals of fantasy subjects will allow anyone to bring Anne’s artwork into sparkling reality. Bridging the stationery and arts & crafts markets, the award -winning 26x18cm notebooks are ideal for everyday use. Featuring 50 lined pages, the notebooks are available in a variety of front cover artwork options.

Designed to help children aged six and over to create a masterpiece featuring beautiful crystal elements, Crystal Art Frameables Kits include Cosy Owls, Cool Tiger and Giraffe & Friends character art. Each kit comes complete with a picture frame for displaying individual artwork, and has been carefully designed to help children develop motor skills as well as improving their hand-eye coordination. Equally appealing to children of this age are the Crystal Art Greeting Card Kits and Sticker Sets, both of which provide affordable gifting and pocket money ideas.

Available in a range of sizes, the recently launched Thomas Kinkade licensed Crystal Art collection includes two 30x30 designs: Friends Cottage and the richly detailed Perfect Red Rose. These will sit alongside several calming 40x50 Crystal Art Kits - Quiet Evening, Victorian Light, Pools of Serenity and Italian Café – as well as a larger 40x90 Panoramic Crystal Art Kit featuring the charming and emotive Stoney Creek Cottage.

Gibsons 020 8661 8866 www.gibsonsgames.co.uk Gibsons has a raft of new products lined up to kickstart the new year, all available to order from the end of January. The company is adding over 40 new jigsaw puzzles to its collection, including a brand-new game set to join its popular Transport for London licensed range.

Gibsons’ jigsaw puzzles are now planet-friendly. All the new designs come in compact boxes without any shrink-wrap plastic; instead, they are sealed with biodegradable stickers and the box has a gloss coating for extra protection. All Gibsons puzzles are also made from the thickest board on the market, which is 100% recycled, and are produced in the UK and Europe.

New designs are available in a range of piece counts, from 100XXL to 1,000-piece, and have been lovingly created by talented artists from around the world. This is London is a detailed puzzle by Hartwig Braun which celebrates London by highlighting its iconic landmarks and the incredible people who have lived in and loved this amazing city. Space Hoppers & Scooters is a new 1,000-piece design by the talented Val Goldfinch. An A-Z montage of childhood favourites, this title will remind puzzlers of the wonders of their imagination and the importance of play.

This year, Gibsons will be further developing its White Logo Collection of design-led jigsaw puzzles for adults. Launched in 2019, White Logo was created to appeal to young adults wanting to take a ‘digital detox’ by refraining from using the devices that can sometimes take over everyday life. Now available in 23 quirky designs, the White Logo Collection is perfect for puzzlers who are looking for contemporary designs rather than more traditional puzzle scenes.

Included among the new designs is Tropical. The latest 500-piece circular puzzle in the range, this is a vibrant paradise designed by the talented Claire McElfatrick.

Three Women will brighten up any day with its bold and contemporary design, which has been created by Studio Grand Pere.

Finally, Gibsons has added a third game to its Transport for London licensed range. Connecting London is a brand-new TfL game in which players must race to build Zone 1 of the London Underground by placing tiles on the board. Making connections and laying famous landmarks will earn players Scoring Tokens and help them to win the game. The new addition brings to the total products in the popular Transport for London range to nine.

For more information, contact sales@gibsonsgames.co.uk.

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Sh w off Coiledspring Games 020 3301 1160 www.coiledspring.co.uk Last year witnessed the incredible resurgence of jigsaws, and Schmidt is meeting ongoing demand with a host of new releases. The Thomas Kinkade Disney range has been expanded once again to form a 21-strong line-up. Winnie the Pooh, Pocahontas and Aristocrats add more magic to the range, joining classics including The Lion King, Peter Pan, and Beauty and the Beast. All jigsaws are manufactured to Schmidt’s Premium 6-Star Quality.

Wrebbit’s latest 3D offerings let puzzlers build the colossal Titanic or the iconic Notre-Dame, making them ideal for travelers and collectors alike. New additions to the Harry Potter range in Q4 included two entry-level models with a lower piece count, making the hobby accessible for all. Wrebbit 3D puzzles continue to be the sturdiest on the market, with the highest quality of design and illustration.

Joining to the 4m+ selling Qwirkle range is the new Qwirkle Collector’s Edition from MindWare. Containing everything fans love about Qwirkle, with updated heavier tiles, tile racks and a scoring system, everything is packaged in a striking tin. Qwirkle is a simple game of matching colours and shapes that requires quick-thinking and a well-planned strategy, ideal for family game nights.

Families and gamers alike can test their ancient city building skills with in Iello’s brand-new instalment Khôra – Rise of an Empire. Taking on the role of a city ruler in Ancient Greece, players make political choices in each round, positioning their city to take over all of Greece. Plus, the epic battles in the Unmatched and King of Tokyo ranges offer strategic and highly replayable action.

Q1 welcomes the highly anticipated Photosynthesis – Under the Moonlight from Blue Orange, an expansion to the best-selling Photosynthesis. Fans can now play in the moonlight with extra animals, powering up their special abilities to earn extra points. Photosynthesis – Under the Moonlight joins the award-winning Kingdomino, a modern, royal twist on the classic game of dominos.

From Gamewright come familiar yet enduringly popular titles. The formidable Forbidden Island, by award-winning designer Matt Leacock, offers stunning artwork and immersive, cooperative gameplay. Players are transported to an island from which they must escape before it sinks. The unmissable, fast moving card game Sushi Go! also rolls back into the spotlight.

The party range sees new additions for 2021, plus a refresh of a top seller. Anomia, a fast-moving and hilarious game, leads the way with a stunning new design.

Players try to match the symbols and be the first to shout the correct example of the person/place/thing on their opponent’s card. Other word game favourites include Cross Clues and Word on the Street. Finally, gamers can test their telepathic abilities with The Mind. A perfect game to demo, the title has been a top performer within the party range.

Sambro 08458 739 380 www.sambro.com Sambro international looks forward to a bumper new year, continuing with launches across its core franchises of Paw Patrol, Disney’s Frozen and Princesses, Trolls, Minions, Barbie, Marvel, Care Bears Baby and Baby Shark.

2021 will see the launch of the company’s Paw Patrol Movie and Minions: Rise of Gru ranges, tying in with both theatrical film releases in the summer.

Sambro’s Barbie Catwalk Sew and Style Machine launched in autumn 2020 and saw phenomenal success.

The Style Machine allows girls and boys to pick their pattern, sew it and show it off on the catwalk. More bespoke products are set to launch in 2021.

Sambro continues to develop a portfolio of own-brand ranges such as its popular XOXO range, which combines aspirational and fashion-forward styles with fun and exciting ways to discover both cosmetics and arts and craft.

The XOXO range includes fixed cosmetics, DIY bath and body products, nail stations, nail art and hair chalks.

Sambro’s Samby range is designed for early years play and Sambro’s Tie-Dye Maker, which launched in autumn 2020, enables young consumers to discover this current hot trend. The team will also be launching its own-brand creative range in 2021.

Sambro’s Puzzle Palz range continues to be a firm favourite with children across the globe, and with the launch of a new Puzzle Palz Vehicles planned, fans of the range have more to look forward to. Sambro’s Puzzle Palz range includes characters from Frozen, Toy Story, Barbie, The Avengers, Disney Princess and Trolls.

As well as arts & craft and stationery, Sambro also offers an extensive range of products across outdoor toys, plush toys and more.

Call the number above or visit www.sambro.com for more information.

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Launching January 2021

Welcome to Squishville!

Home to the irrestistibly squeezable Squishmallows New 2" MiniSquishmallow

2�

TV and Digital Support throughout 2021 Leveraging the power of the Squishmallows brand with 60M units sold globally

For sales enquiries please contact: uksales@jazwares.com Š 2020 Kelly Toys Holdings, LLC

Sh w off A.B.Gee 01773 570444 www.abgee.co.uk A.B.Gee will expand its own exclusive lines for 2021, as well as introduce new ranges from all of its major suppliers like Hasbro, Mattel, Character Options, Playmobil, MGA, Zapf and more. New partnerships feature some big names like Moose Toys, Magic Box and Cepia. A.B.Gee will be promoting these full ranges going forward with regular marketing material and a strong social media presence.

Preparing for another year with its exclusive portfolio, Wild Planet would have been making its Toy Fair debut. This exquisite range of plush lines features over 150 handmade characters, keyrings and pens, all manufactured with premium quality fabrics that are super soft to the touch. The range is made up of two collections, including All About Nature which sees an array of realistic and cuddly animals each with fun species facts on their tag. Kids can find out the life span of a parrot, the size of a sting ray and even what a beaver eats.

Meanwhile, Orbys are brightly coloured and fun collectibles with large glittery eyes. Each range comes in a variety of sizes and styles from a full set of farmyard friends to a selection of sea life creatures and everything in between. For a clip and go option, the Orbys keyring pals with matching pens are available, all perfect for school bags. A.B.Gee can offer some great display options for this range.

Tooky Toy continues to go from strength to strength, with 250+ lines of beautifully crafted, premium quality wooden toys, all brightly coloured, educational and timeless. The tool bench has proved to be a top seller. The 38 tools, nuts and bolts can be used to create a fun and realistic experience, whilst encouraging problemsolving, improving finger dexterity and manual skills.

Demand for arts and crafts items dramatically increased during 2020 and A.B.Gee’s Jar Melo range proved to be a big hit. Featuring over 90 premium quality art supplies, craft kits and puzzles, this brand is designed for little hands. The finger-painting set is a firm favourite amongst consumers and comes with 12 tubes of brightly coloured washable paints that are gentle on the skin. Suitable for children aged two years plus, the set is a perfect introduction for young children to experience the joys of painting and self-expression.

A.B.Gee has some fantastic introductory offers on a variety of these exclusive products, plus regular promotions and daily deals. Visit the website for more information.

Redlands Distribution 07927 552423 www.redlandsdistribution.com Redlands Distribution is the UK home of the iconic toy brand FAO Schwarz, and is also the exclusive partner for the Discovery brand of educational STEM toys and Sharper Image radio control vehicles, robotics and drones. Having overseen the successful launch of the FAO Schwarz flagship store in Selfridges in late 2019, Redlands is now looking forward to offering the FAO range to all customers from this April, and to seeing the world of in-store and digital theatre come to life throughout the rest of the UK. There is a raft of FAO Schwarz toys to explore, covering categories from plush and arts & crafts to musical and radio control, all of which help deliver an engaging and interactive experience to consumers. With many one-of-a-kind toys to delight children of all ages, highlights include the famous toy piano dance mat, vintage Bluetooth microphone, toy wood castle blocks, and classic toy soldier teddy bears.

Redlands is expanding its offering of licensed toys and kits from the Discovery brand, which ignites imagination and encourages curiosity in children. The Discovery Construction Fort inspires children to build dens, and quickly became a best-seller last year during lockdown, whilst the Neon Glow Board and Digital Drumsticks have also been big hits. With refreshed packaging for 2021, new creative items include the Discovery Spiral and Spin Art set, a mess-free Drawing Glow Board tablet, and a Shake and Sprinkle Art kit. The latter allows kids to use glue sticks and sprinkles to draw fun pictures.

Another successful Discovery category is radio control creatures. Joining the already popular dinosaurs and spiders will be a king snake with realistic hissing sounds and LED eyes, a crocodile with a glowing mouth and eyes, and a scorpion with glow in the dark stripes. For summer fun, Discovery also has a great range of bubble and water balloon toys, large chalk blaster sets, and a Hover Soccer Set. Ideal for STEM learning, the Discovery #Mindblown range offers plenty of science and engineering play options. A key focus for spring is the new mini excavation kits, which let budding geologists unearth fossils and gems. Themed sets include Fossil, Gemstone, Shark Tooth and Treasure. The award-winning Planetarium Space Projector helps children learn about the universe. Redlands is also introducing the Discovery Telescope and Metal Detector into the science range this year.

Redlands stocks an impressive range of state-of-the-art cars, drones, robotics and laser tag game play from Sharper Image RC. The dual-play Bumper Cars are popular as both a toy and gift line, while RC enthusiasts will also enjoy the battling sumo wrestlers Bish and Bosh from the new Robo Rage dual-play combat robots set.

New innovation and technological advances will follow later in the year.

If readers would like to book a virtual showroom tour for any of Redlands’ brands, please email mark.handley@redlandsdistribution.com.

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Sh w off SES Creative 01304 746 030 www.ses-creative.com SES Creative will offer more than 100 new items and over 350 products across its range, in arts and craft, outdoor, nursery and STEM categories. The company will also be 100% carbon neutral in 2021 -and all products will have this message clearly identified on the packaging.

The outdoor range will have extensive promotional activity during Q2 and Q3 to support the key outdoor season, focusing on new products such as Animal Yoga, Safari 2-in-1 Playmat and Storage Bag, Xtreme Bubble Tornado Machine and existing lines such as Mega Bubbles, Mega Multi Bubbles and Sand Play Mat products.

The Explore range focuses on discovery and science activities and will have widespread marketing support during the first half of the year, covering products such as the new Inspector You crime solving set and build your own Bird Feeding Station, along with the bestselling Insect Hotel.

The My First pre-school range will be a major focus for 2021; product releases will be supported by marketing throughout the year. The Mosaic with shapes allows children to build colourful mosaics with felt shapes. The Colouring with Water range, including the Elephant colouring mat, will be supported with a wide range of social media, influencer and blogger activity.

The 3-6 product range, boasting a wide range of products aimed at assisting key developmental skills, will have significant activity in the first half of the year with new releases and marketing activity across new lines such I Learn to Scratch, Drawing with Laces and its Rub art products.

New additions to the colouring and painting offering will be supported with media activity, including social media advertising across Facebook, YouTube and Pinterest, which will run during Q2. With a particular focus on the trending activity of textile painting, SES will be releasing new products such as the Tie-dye textile paint set, Textile paint and Textile markers.

The core hobby arts and craft category has a host of new products backed by an extensive media plan which will also support existing best-selling lines. In Q4, media activity will be focused on new items including Glitter Animals, the Easy Diamond Studio and Easy Diamond Bracelets, Mini Weaving Looms and Multi Loom, Glitter Tube Pompons, plus Marble Art and Marble Soap lines. Established hero lines, such as Casting and Painting, Unicorns and Casting and Painting Ocean Figures, will also have extensive media support.

Nursery brand Tiny Talents, which was new for 2020, will continue to build its product offering. New products include the Shape Sorter Bus Suitcase, Sensory Stacking Tower and Olfi Sensory Elephant. Existing lines such as Sort it!, and the Sensory Shape Sorter will also be supported via various media campaigns over the second half of 2021.

SES has launched a brand-new range of role-play products. Petits Pretenders includes a wide range of role-playing sets, featuring Doctor, Chef, Hospital, Kitchen playsets and more. Every set features high quality costumes and accessories.

There are many more products to discover. To find out more, request the latest 2021 catalogue.

Amscan 01908 288500 amscan.co.uk Amscan is launching new licences across all categories for 2021; the company has everything people need to celebrate any occasion throughout the year.

New franchises added to the dress up portfolio include Pokémon, Love Monster and Dragon Ball Z, plus the arrival of Nickelodeon favourites, seeing Paw Patrol, SpongeBob and Teenage Mutant Hero Turtles join the selection.

There are also additions to classic characters, with new styles added to Dr. Suess, PJ Masks and Peppa Pig. Book Week is also at the forefront of the costume portfolio, with additional classic styles introduced to the line-up, enhancing the offering even further.

A wider range of sustainable costumes is also launching for 2021. Following the success of the new Halloween styles in 2020, the second instalment includes licensed costumes from Warner Bros., Career costumes and Book Week designs. These styles, as well as the packaging, are made from recycled materials. The packaging also includes a secondary use, with a cut out and keep item printed on the inside of the carton.

The juvenile party category has had an influx of fresh ensembles too. With a contemporary twist on classic themes, there are six new designs launching in Q1, including Treasure Island, Go Wild, Superhero, Fairy Princess, Girls Rule and Koala. Similar to Amscan’s licensed portfolio, these products see the introduction of further FSC materials and will see classic lines, such as table covers and party bags, transition to paper, with further more sustainable developments being prepared for later this year.

Hey Duggee and Ryan’s world also join the Amscan family across all three categories of Party, Balloon and Costume.

Balloons were a hero line of 2020 and with this set to continue throughout 2021, there’s plenty to choose from across Amscan’s portfolio. New Airloonz have been a real success story and there will be more additions coming for both generic and licensed designs alike.

The trend for celebrating at home is still popular amongst families and looks set to continue for a while yet. With this in mind, Amscan has new DIY balloon kits in a wide range of colour choices for people to get creative in their own homes.

With further launches dropping throughout the year, readers can keep up to date with the latest news and launches across Party, Balloons and Dress-up on Amscan’s website and Instagram handle @amscanuk.

Contact sales@amscan-uk.co.uk for more information.

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Sh w off Funko 020 3376 3223 www.funko.com Funko has launched Snapsies, a diverse and creative product line and the brand’s first ever toy range.

With Snapsies, Funko is launching a toy kids can engage with, giving them the unique opportunity to create their own custom characters, making each Snapsies creation truly individual and personalised to its owner.

With 18 characters to collect, each Snapsies comes in a capsule which kids will need to open to find out which one they’ve got. Packed with a range of animal favourites including unicorns, hedgehogs and goats, the new and innovative toy comes complete with 11 pieces.

The snap-and-match technology allows kids to add ultimate customisation to their Snapsies, giving them a chance to get creative and define the names, backstory and looks of their very own Snapsies collectibles.

Snapsies not only champions every child’s freedom to be a unique individual, it also promotes friendship and creativity, with an incredible range of different looks to work with.

Tactic Games 07970 779842 www.tactic.net Finland is proud to be considered one of the top nations for education, and for 2021 Tactic is looking forward to unveiling several new educational, ecological and ethical games for pre-schoolers. Developed in partnership with Finnish teachers, the Let’s Learn series will help make learning fun across a variety of topics. Letters and Words assists with the alphabet and spelling, Numbers encourages mathematical and logical thinking, Nature tests memory skills using pictures of the environment and Colours and Shapes boosts early observational and fine motor skills. Let’s Learn Trivia completes the line-up for spring, while Let’s Learn Skills will be added later in the year. Peppa Pig has also joined the Tactic pre-school family; the new skill and action game Mud Party has been specially created for small hands.

Tactic is expanding its popular Of the World game collection, building on the global success of Flags, Wonders and Animals of the World. A new packaging format is being introduced to challenge older players on their general knowledge, with each game including 50 cards, a pencil and a scorepad. Players can choose from Architecture, Pop Culture and Brands, as well as the intriguing OMG of the World game, which will get participants thinking about bizarre customs and traditions. This classic best-selling range will also be boosted in August with the addition of Heroes of the World, covering famous inventors, authors and leaders. These games are all suitable for players aged eight and above. Joining the range will be a new introduction specially designed for younger players. Children of the World will help youngsters learn about different cultures, natural wonders, landmarks and traditions. The game sees players travel around the world map game board, collecting cards along the way. This play pattern is the ideal introduction to the other games in this series, ready for when kids are older.

Tactic is partnering with Endemol on the popular BBC programme MasterChef by launching three food-themed games. Created as the perfect after-dinner game assortment, budding chefs will be able to channel their inner John Torode and Greg Wallace by competing in mini games to win their pick of the ingredients, and then presenting their dish at the end of the game. Catering for all tastes, players can choose from Italian, Indian and Vegetarian dining themes.

For the summertime, Tactic will continue to support Mölkky, Europe’s No. 1 Finnish-made outdoor game, while new Active Play games including the Soft Can Game, Soft Quoits Game and Football Croquet also join the range.

Autumn 2021 will welcome a spooky new game for Halloween. Escape from Ghost Castle see players choose a hiding place as they try to sneak out of the castle before the ghosts catch them. Suitable for ages seven and above, this fun, escape room inspired family game is perfect for up to four players.

Following on from the 2020 award-winning game 15 Minutes to Self-Destruct, 15 Minute Heist is a thrilling against-the-clock experience. Players need to work together as a team of safe breakers in order to grab the gold in the underground vault and get it to the surface before the special forces arrive. 15 Minute Heist will be launching in August and will be suitable for players aged eight and above.

A new concept for 2021, Crime Scene players will find themselves immersed right in the middle of an investigation. Challenged to find the crucial evidence, they will need to investigate, solve clues and decipher puzzles. With eye-catching artwork and engaging gameplay, armchair detectives can choose from London 1982, Moscow 1989, Helsinki 1999 and Brooklyn 2002, all of which will be launching in September.

Other new releases for the second half of the year include a gift game version of Wanna Bet, a Sci-Fi themed edition of Alias, a beautiful collection of vintage mindfulness games, and new party game Middle Man. To find out more and to request a 2021 catalogue, please email UK sales manager Phil O’nion at phil@tacticgames.co.uk.

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Sh w off Orchard Toys 01953 423 422 www.orchardtoys.com Orchard Toys has added eight new lines to its existing range for January 2021. The newcomers feature unicorns, mermaids, donkeys, footballers, dinosaurs and more, with each one carefully designed to strike the all-important balance of learning and fun.

This all-encompassing product offering covers a range of themes, ages and price points, making them strong additions to the Orchard Toys range.

Dizzy Donkey is a hilarious game which offers refreshingly unique gameplay for children age five and above. Players must act out crazy combinations to collect cards in this family charades game. This game is high-energy and a great way to help children understand different feelings and emotions, all while having fun.

2021 sees the addition of a new literacy and spelling game to Orchard Toys core range of educational games. Wiggly Words is a brain-teasing dominoes game for the whole family that makes spelling practice fun. Players take turns to add to the wiggly domino line by building a new word. This fun twist on a classic game features Orchard Toys’ tried and tested combination of simple gameplay and engaging illustrations.

Suitable for dinosaur fans age four years plus, Dino-Snore-Us sees players racing to retrieve the most dinosaur eggs from the T-rex. If the T-rex wakes up, everyone lets out a big roar and that player has to return to the start. If he is asleep, that player can steal an egg back. This pre-historic themed game is a great way to practise number and counting skills.

Suitable for children aged just 2 years old, First Farmyard Friends and First Jungle Friends each include two 12-piece jigsaw puzzles which feature friendly animals to piece together. The combination of Orchard Toys’ distinctive illustration style coupled with large, chunky pieces for little hands to hold, make these collections the perfect introduction to jigsaw puzzles. Once the puzzles are completed parents can continue the learning by using the learning guide on the back of the box.

Kids can piece together a charming, colourful world in Mermaid Fun. This 15-piece puzzle shows an underwater scene with mermaids and their friends that will capture the imagination of children from the age of two years old. This shaped jigsaw puzzle is the perfect progression from first jigsaw puzzles for pre-schoolers and includes a giant poster for added value.

Orchard Toys’ Mini Games sees two new games join the range. Players will need to perfect the art of guessing in Unicorn Jewels, as they take turns to collect jewels to fill their unicorn’s treasure chest. Penalty Shoot Out is ideal for young football fans, which sees players compete to score the most goals. The popular themes and pocket money price point make these new additions ideal impulse purchases and offer all the fun of an Orchard Toys game.

Bladez Toyz 02392 658 255 www.bladeztoyz.co.uk Bladez Toyz is building on the success of its Hot Wheels Maker Kitz range with the introduction of Creative Maker Kitz for spring 2021. Bringing Barbie, Harry Potter and DC on board alongside Hot Wheels, Bladez’ all-new range switches up creative play with STEM kits that are no mess, fun to make and on-trend, combining traditional materials like wood and recyclable board for a fresh approach to the category.

The Origami Fashion Studio combines real wood with traditional paper-folding skills to create a trendy Barbie peg doll with wool hair that can be styled and a selection of colourful fashion prints that fold into dresses to create each look. Also in the new range is a DIY Dreamcatcher kit, complete with a selection of different tags to customise the design, a CrossStitch Door Hanger kit, and light-up Fairy Lanterns to make and decorate, giving classic arts & crafts a Barbie make-over. Also included in the new range is a 1-metre high Barbie Dreamhouse which encourages children to get creative by customising the interior in their own unique style. The Dreamhouse offers a fantastic play pattern with creativity at its heart, all at a reasonable price.

An easy to build STEM learning kit, complete with LED lights, lets young witches or wizards create a magical 28cm tall model of Hogwarts Castle. Additional kits will follow, bringing more of the Harry Potter Wizarding World to life. The Harry Potter Peg Figure Kit contains real wood, wool and cut-out pieces so kids can make their own mini-Harry. With more characters to follow, the fun kits offer children a chance to make and collect their favourite characters from the films. Make Your Own Hogwarts Themed Lanterns completes the spring launch, with more creative play and STEM Harry Potter products on the way for mid-2021.

Meanwhile, kits featuring iconic characters from DC Comics, including a Batman Peg Figure Kit and Wonder Woman Dreamcatcher, enhance the wide-ranging appeal of the Creative Maker Kitz range.

Mid-year, a range of DC radio-controlled vehicles will hit the shelves, including the iconic Batmobile.

In spring, Bladez will power up its Hot Wheels kits by introducing Series 2 of Mini Maker Kitz.

Featuring Hot Wheels cars kids can build themselves, the series introduces 20 more track compatible cars to make and race. Plus, all-new Monster Trucks kits will include the iconic Bone Shaker and the fearsome Mega Wrex.

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Sh w off Posh Paws 01268 567317 www.poshpawsinternational.co.uk The Jurassic World franchise continues to go from strength-to-strength, and following the success of the hit Netflix show Jurassic World: Camp Cretaceous, Posh Paws is meeting the growing demand for licensed product with a new range of soft toys. Available in a variety of small to large sizes, fans can cuddle up to the iconic T-Rex or Blue Raptor, both of which are brightly coloured, highly detailed and very chunky. Other dinosaurs from the franchise will be available throughout the year.

With the highly anticipated Minions 2: Rise of Gru only months away, Posh Paws is ready to bring its cuddliest Minions yet to the market.

As the new plush partner to the most popular street in the world, Posh Paws is launching its new Sesame Street soft toys. The range will include fan-favourites Elmo and Cookie Monster. These large toys, with unique sound and movement features, will entertain and educate children with a variety of interactive learning resources. Basic plush characters in a variety of sizes will also be available. To launch the products, Posh Paws’ is investing in a heavyweight TV campaign and collaborations with high-profile parent and child influencers, as well as social media advertising campaigns targeting parents and gift-givers.

The company is also delivering new characters for Universal Brand Development’s latest TV shows, Trollstopia and How to Train Your Dragon: Rescue Riders. New products will be available in the first half of the year, to align with the content airing on Sky Kids and NowTV. Posh Paws continues to invest in its Sunny Bunnies feature soft toys range. Easter sees the launch of a heavyweight TV campaign, supported by social media advertising and influencer activity. The range, which has been a hit with fans since launching in July 2020, includes Giggle & Hop and Giggle & Wiggle toys, each with sound and movement features. The colourful Sound Slammer toys are priced for pick-up purchase, and new toys with special features are in development for autumn/winter.

Posh Paws has extended its partnership with Swizzels, which will see the release of a range of licensed Rainbow Drops soft toys that each have their own scent. The soft toys are brightly coloured, have their own personalities, and are all made from squidgy materials. There are six characters to collect, available in small and large sizes.

Currently seeing growth on its licensed Love Hearts collection in the tween and adult gifting market, Posh Paws will be introducing new characters to the range that will target younger audiences.

Posh Paws’ Ragtales collection of high quality, British designed toys offers an alternative to licensed products. The Ragtales collection comprises baby ranges, ragdolls, teddy bears packaged in gift boxes, wooden pull-along dogs and decorative keepsake gifts.

VR Distribution 0330 088 0941 www.vrdist.co.uk VR Distribution, which distributes the Cards Against Humanity and What Do You Meme games, among others, has announced a new partnership with Duncan Toys for 2021. For over 85 years, Duncan has crafted classic skill toys for every generation. The company is committed to engaging children of all ages and all generations with top quality toys.

Duncan’s high-quality puzzle games are designed to challenge player’s mental skills. Duncan's Color Shift Puzzle ball can be solved by matching all of the coloured balls with their corresponding coloured rings, while the Duncan Quick Cube features a smooth, easy turning design to allow the user to corner cut for superior performance and play. Ideal for everyone from novice to pro, the Duncan Serpent Snake Puzzle offers a twistable challenge of unlimited puzzle shapes. Players just start twisting to let their imagination transform thoughts into shapes. This game is all about using creativity - turn a snake into a dog, a ball into a duck, or a heart into a spaceship.

Duncan’s Imperial and Butterfly Yo-yos are widely sold across the globe. The Imperial and Butterfly yo-yos can be used to perform plenty of tricks. Imperial's narrow body makes for an effctive looping yo-yo, while Butterfly offers a wider gap for string and picture tricks. Duncan also offers Intermediate, Advanced and Expert ranges of yo-yos. The Barracuda (Expert) is designed by World Champion, Rafael Matsunaga. Used to win eight national and world titles, the Barracuda is a well-known design famous for its aesthetics, spin time and competitive performance.

Although many of Duncan’s toys can be enjoyed at home, the company also values the great outdoors and has a varied selection of outdoor toys to be enjoyed at the beach, park and more.

For games in the pool or beach, the Duncan splash attack water skipping ball will quickly skip across the surface of water with myriad opportunities for fun and games. For use in the park, the Duncan F-15 Fighter flies just like the real thing. With a massive thrust, controlled flight pattern, super long flight capability and ultra-light material, the F-15 fighter is sturdy and durable.

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Sh w off IMC Toys 01904 720 908 www.imctoys.com IMC Toys has extended its best-selling dolls and collectibles ranges for the latest Toy Fair season.

Following 2020’s successful UK launch of new collectibles brand, VIP Pets, which saw the pets go viral with a TikTok UK campaign, IMC is introducing a new series of the pet dolls for Q1. Six characters from series one now come with new styles. Three new characters will also be introduced, each available in two different styles and with different personalities and hobbies – all with a touch of glitter. Their 30cm long hair allows children to create the perfect style. Children aged three plus reveal their VIP Pet from the glittery blindpackaged shampoo bottle, and pour water onto the doll to discover her hair colour and unique style. They can then sit her in the salon chair and use the glittered accessories to create hairstyles for every occasion.

All-new VIP Pets Mini Fans will be introduced to reflect the new characters seen in the latest VIP Pets animated series, available on IMC’s official YouTube channel, Kitoons. These slightly smaller dolls, suitable for ages three plus, offer retailers an extended range at a pocket-money price point. Each Mini Fan has a favourite VIP Pet and they form six different squads. Children can submerge the unique blind-packaged heart-shaped comb into water and watch the rainbow water reveal. A rainbow trail is released as well as a host of surprises to discover including a Mini Fan character, styling accessories, collector sheet and a sticker sheet to create a mini hair salon. Each character has 20cm long hair and comes in different colours with varied hairstyles and accessories.

Interactive dolls range, Cry Babies, will be available in a new Tutti Frutti line for 2021. They come dressed in fruity pyjamas which smell like the fruit they are wearing. There are three characters; Mel, a watermelon, Ella, a strawberry, and Pia, a pineapple. As with all Cry Babies, they cry real tears, make realistic baby sounds when their dummies are removed and will stop once children replace the dummy or lay them down. Each Cry Baby Tutti Frutti doll comes with a dummy and an interchangeable fruit print onesie. A new wave of Cry Babies Fantasy lines will also be unveiled to bring characters Nessie, dressed in a Loch Ness Monster themed onesie, and Foxy, donning a fox-themed onesie, to physical play. They are ideal for nurturing role-play and are suitable for ages 18 months plus.

Suitable for kids aged three plus, Cry Babies’ smaller collectible counterparts, Cry Babies Magic Tears, will also be available in a new Tutti Frutti range. There are 13 fruity scented characters to collect, including a rare-to-find Tutti Frutti. Kids can open the blind-packaged smoothie beaker to discover the dolls, each complete with two common accessories: a magic bottle and a dummy. There are also four personalised accessories for each fruit: a spoon, bowl, sunglasses and dress. Every doll comes with a unique accessory depending on their personality, a personalised sticker sheet and a backpack, and will cry coloured jelly tears.

Bath time collectible dolls, Floaties, are Bloopies little sisters that wear animal floats to swim. With four characters to collect, the dolls feature a cute design with ontrend hairstyles in innovative colours. Kids aged 18 months plus place the Floaties in water and pull the rope located in the back of the float to see the Floaties swim. Each doll and their animal floats squirt water and make bubbles through their mouth.

Contact info.uk@imctoys.com for more information.

Funville +852 3963 9824 www.funville.co.uk From action-packed walking, roaring and chomping T-Rex figures, to cute snapping dinosaurs, the Dino range of prehistoric predators from Funville features everything young dinosaur fans could wish for. The entry price point is a cool Dino collectible, which includes 12 different species of dinosaurs along with an array of chase characters and stretchy dino sand. Sitting at the top of the range is a T-Rex, who bites, stomps and has a ferocious roar.

Funville has a history of creating long-lasting, value-driven brands, and the latest of these is Dinos Unleashed. Strong social and digital support is in place for 2021, and this activity will continue in the future as the range expands. Funville plans to expand the range beyond 2021.

The company continues to innovate in the games market. The classic titles remain but with a fresh, bold new look. The Dunk 4 and Slime Surgery media package is ramping up for the second half of the year, with new commercials and a social push. New action games are also on the horizon.

Dunk 4 is a fresh take on a classic and highly competitive game. Players shoot balls into miniature basketball hoops in an attempt to be the first to line up four balls of their colour and win the game. In Slime Surgery, kids try to remove the space pieces embedded in the slime Alfie the Alien; but if a surgeon upsets Alfie, he will wake up and start shaking.

Funville’s 2-in-1 Sketching Station has a whiteboard on one side and a sketcher on the other. The product folds neatly into a handy carry case, so young artists have somewhere to store and transport the included accessories.

Strong social and digital support is in place for 2021 across the Funville Game Time range, and this support will continue as more titles are added.

To find out more about any of the brands mentioned above, or to find out what else Funville has to offer, readers are invited to contact info@funville.co.uk for more information.

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Sh w off Cobi 07796 175 764 www.cobi.pl From all-new licences to a wide variety of newly designed and highly requested sets, Cobi enters the new year with its richest cross-section of kits and categories available to date. At the same time, new features and techniques highlight the forward-thinking and innovative approach Cobi has to the creation of its products. Whether it’s historical artifacts or vehicles from favourite films or television programmes, Cobi has sets for builders of all interests and ages.

A mainstay of Cobi has long been the Historical Collection. One of its most iconic sets, the Titanic, gets a major 2021 redesign and upgrade, both in terms of piece count and detail. Two versions will be made for Q1, including a smaller piece-count set with a totally new design, as well as an executive set for collectors complete with a display stand and a laser-printed name plate. Both sets represent an ever-evolving take on one of the most popular subjects in Cobi history.

The British Airways Concorde passenger liner aircraft continues into 2021 with its impressive size and wide appeal. This 455-piece set is highly detailed, features retractable landing gear and movable flaps, and measures in at 20.3’’. The Cobi Concorde is a faithful re-creation of the aircraft on display at the Brooklands Museum in Weybridge, Surrey.

Also new for 2021 is the iconic TOG 2 super-heavy British tank. This legendary prototype gets the full Cobi treatment in the form of a large and finely detailed set based on the only TOG 2 tank ever built - the original prototype currently housed in The Tank Museum at Bovington.

In cooperation with The Imperial War Museum, Cobi adds to the 2021 naval collection with the light cruiser HMS Belfast and a newly re-designed Warspite. The Belfast is an all-new addition to the Historical Collection and is inspired by the famous WWII light cruiser, which now resides on the Thames in London and is maintained by the Imperial War Museum. The new Warspite is a substantial re-design and upgrade to the popular set from the past, and offers new pad printings, increased detailing and even better photo-realism.

Perhaps the biggest development from Cobi is the newly acquired Top Gun Maverick licence; completely new design techniques feature in the F/A-18 and the recently announced F-14 Tomcat of the Northrup Grumman and Paramount Pictures licence. From the new Maverick film due out summer 2021 comes set number 5805, a limited-edition F/A-18 Super Hornet fighter jet complete with a Pete ‘Maverick’ Mitchell figure. The F-14 set is the largest modern jet aircraft yet from Cobi, and promises to excite fans of the film and military aircraft enthusiasts with its striking design, ornate pad printings and expertly detailed Goose and Maverick figures.

Global Journey 0161 8720333 www.global-journey.com There are numerous options for packings kids’ lunches and yet none of them are ideal according to Global Journey, a leading producer and distributor of gift products to the independent and retail trade worldwide. Foil and film don't protect the lunch or keep it cool and fresh, while boxes are bulky and a waste of space when empty.

Global Journey presents a solution to this issue in the form of its new Cool-Bags.

With a foil lining and padded insulation, the bags are ideal for packed lunches and picnics. Kids will enjoy the designs, which feature a raft of on-trend themes such as flamingos, mermaids, unicorns and firemen, as well as animals, space and football. A Velcro fastener and fold-up design lets these bright, colourful and vibrant bags fit comfortably in any size school bag once emptied. Unfolded, they will easily accommodate a drink, sandwiches, fruit and other snacks.

Global Journey's quest is to produce and provide customers with fun, functional and fashionable products, and the lunch bags provide an attractive and keenly priced pick-up option for toy stores. Two display options are available: a personalised range with 90 names, including six generic designs, or a nonpersonalised display with 24 generic, on-trend designs.

Also on offer from Global Journey are personalised kids’ hand sanitisers, an ideal impulse purchase for parents keen to protect their kids’ health. Each scented, non-sticky antibacterial gel is pocket-sized for convenience and comes with a clip for simple and easy attachment to bags, coats and other accessories. The range includes 72 names and 24 generic designs, including flamingos, unicorns and superheroes. Retailers can opt for an eye-catching rotating display stand for added in-store presence.

Global Journey’s personalised 30-piece jigsaw puzzles make an ideal gift for any occasion. The jigsaws feature children’s names in bold and colourful lettering alongside exciting themes including mermaids, princesses, under the sea, jungle, space and pirates. Made from eco-friendly recycled materials, there are 96 cleverly designed jigsaws to choose from, all featuring beautiful artwork.

For more information, email isamuels@global-journey.com.

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Sh w off Clementoni 020 3206 1397 www.clementoni.com Well known for developing products which promote learning through play, Clementoni has introduced the Clementoni Soft Clemmy bricks which let little ones play and learn in a gentle and safe world. The Clemmy Bricks brand has partnered with the popular pre-school licence, Peppa Pig, as well as the hit YouTube sensation from PinkFong, Baby Shark.

The Peppa Pig range is comprised of three key items, all of which include the soft and safe Clemmy bricks that are ideal for sensory exploration and manual skill development. The Peppa Pig Clemmy Bucket is suitable for babies aged just six months old and above; shaped like a little house, it contains six Soft Clemmy bricks and includes a Peppa Pig character for littles ones to imagine and invent stories.

The Peppa Pig Clemmy Bus also doubles as a storage box. Toddlers from 18 months can take Peppa and her brother George out for a spin in the colourful vehicle, which contains eight Soft Clemmy bricks. Also available in the range is the Peppa Pig Clemmy Train Playset, which includes a train, multiple Soft Clemmy bricks and two characters from the hit cartoon series.

The Clementoni Soft Clemmy Baby Shark range is comprised of a Soft Clemmy Small Bucket and a Soft Clemmy Family Bucket, including a fun shaped storage tub as well as key characters and Soft Clemmy bricks. The collection also includes the Soft Clemmy My First Playset, designed for babies from six months old, which features a set of bricks, character shapes and accessories. There is also the Soft Clemmy bag – a handy and portable storage bag containing 20 bricks.

All the Soft Clemmy bricks are made from a non-toxic washable material and are simple to stack and easy for little hands to grasp.

For further information please contact Shahbaz.khan@clementoni.com.

Rainbow Eco Play 01749 841315 www.rainbowecoplay.com Rainbow Eco Play creates its own innovative, environmentally friendly sand-based products in the UK. Launched in summer 2020, Slinky Sand is essentially slime without the goo; the product is made of sand which makes it dry, but it moves and flows just like slime. Super light and wonderfully tactile, Slinky Sand makes an ideal pocket money purchase. It is available in six vibrant colours and comes in reusable, recyclable tubs and resealable pouches, ranging from 170g tubs through to 485g pouches.

Smooshy Sand is a moving magic sand which is great for sensory play for younger children and is fast becoming a trend with older kids creating ASMR crunching sound videos. Kids can squeeze it, mould it, slice it and chop it, then watch the magic sand ooze through their fingers. Moulded and shaped much easier than traditional play sand, it is non-toxic and never dries out. Kids can choose from six colours including natural. Like Slinky Sand, Smooshy Sand is also supplied in tubs and resealable pouches ranging from 170g tubs through to 485g Pouches. New yellow and glow in the dark colours will be available in January.

For craft projects, the company has developed a shimmering arts and crafts Sparkle Sand, which comes in handy shaker bottles perfect for little hands. With zero plastic glitter, Sparkle Sand is made of 100% natural minerals and is brightly coloured, making it ideal to use for cards, decorations and art projects. The shaker bottles have flip-top lids designed for better control, to reduce mess and wastage. There are six colours of Sparkle Sand available in 220g shaker bottles.

Rainbow Eco Play’s range of Coloured Sand can be used in a multitude of applications to support a child’s development in their early years. Sand and water trays, messy play and marking can help with learning letters and numbers, plus there are endless arts and crafts projects to enjoy. By utilising household and garden items, Coloured Sand also makes an ideal colourful base for setting small world play scenes, encouraging young minds to learn through imaginative play.

The soft, golden Natural Play Sand is sustainably sourced rounded grain, meaning it is safer for kids and is ideal for use for sandpits, digging and general outdoor fun in the garden. Coloured sands are available in eight rainbow colours: yellow, green, orange, red, purple, pink, blue and black. They are supplied in 5kg or 15kg bags, whilst Natural Play Sand comes in 10kg, 15kg and 20kg bags.

Rainbow Eco Play only makes sand products that are of the highest quality and 100% safe for kids to use. All its sands are tested to BS71, part one, two and three, and BSEN 1177 for British Safety Standards.

Pastel, Fluorescent and Bright craft sand ranges are also available. New customers will receive a 10% discount on their first order by quoting code TWM10.

Email sales@rainbowecoplay.com for more information.

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Golden Bear

invite you to explore our exciting new products within Golden Bear an interactive virtual world Contact us today to book!

For more information on booking a tour email customerservices@GoldenBearToys.co.uk

or register on the booking portal www.goldenbeartoys.com/virtualtoyfairsignup

Sh w off The Noble Collection 020 7580 4442 www.noblecollection.co.uk Over the past 19 years, The Noble Collection, under licence primarily from Warner Bros, has become established as a premiere brand for quality licensed merchandise. The flagship range of Wizarding World collectibles and prop replicas has gone from strength to strength alongside The Lord of the Rings, The Hobbit and DC Comics and the company announced new licence opportunities for 2020 including Jumanji.

For 2021, The Noble Collection is pleased to continue its new partnership with Universal City Studios by offering the latest in its retail packaged chess set range, the Jurassic Park chess set.

This intricately detailed chess set includes 32 finely sculpted PVC dinosaur pieces and a cardboard, branded, full graphic board. The King is, of course, a Tyrannosaurus Rex, while the Queen is a Spinosaurus, the Bishops are Dilophosaurs, Knights are Velociraptors, Rooks are Brachiosaurs and the pawns are represented by Pteranodons.

The Noble Collection’s licensed chess set range also includes Harry Potter, DC Comics, Batman, Outlander, Suicide Squad, Game of Thrones, The Hobbit, Lord of the Rings and Jumanji.

Within The Noble Collection’s stable of licences, The Hobbit and The Lord of the Rings ranges, based on the Peter Jackson films, are a consistently popular part of the business, and with the anticipated Amazon big-budget TV series set to hit screens soon, the company anticipates even more demand for timeless pieces such as the Evenstar, the One Ring and the Elven Leaf Brooch.

Noble’s range of items, including delicate pieces inspired by the jewellery designed for the films, extends to more than just the iconic One Ring, encompassing both costume jewellery and items crafted from sterling silver alongside prop replicas and an exclusive chess set for the higher end of the market. Alongside these, mass market pieces such as keychains, letter openers and a plush Gollum are currently available, as well as much more.

New for 2021, and marking another big step into the toy market for The Noble Collection, are Bendyfigs. These highly detailed, poseable collectible figures from Noble Toys are made for play and display, and introduce accessible price point products. Bendyfigs will continue to showcase the attention to quality and detailing The Noble Collection is renowned for. Destined to appeal to kids and collectors of all ages, Bendyfigs will feature premier entertainment brands such as Wizarding World, Universal Monsters, The Lord of the Rings, Star Trek and DC, with even more to be announced.

Golden Bear 01952 608 308 www.goldenbeartoys.com Golden Bear enters Toy Fair season with a state-of-the-art virtual platform showcasing a whole host of new ranges and innovative extensions to its popular licensed brands.

Within a virtual world, Golden Bear will be unveiling new autumn/winter 2021 additions to its pre-school brands from the hit TV network, CBeebies. Following the phenomenal success of Bing, which has seen 92% growth YOY for 2020, there will be a raft of extensions to the range which celebrates the joyful, messy reality of pre-school life. There will also be more product innovation for Hey Duggee, the much-loved and fast growing pre-school brand that has also seen a huge 96% growth and achieved cult status in 2020, thanks to its dual appeal to children and adults alike. The virtual showcase will also feature extensions to Golden Bear’s ranges for In the Night Garden, Mr Tumble Something Special, Waffle the Wonder Dog, Love Monster and Twirlywoos.

Golden Bear’s innovative football brand, Smart Ball, has taken the football gifts category by storm and there will be further extensions for autumn/winter 2021 that promise to be equally disruptive. The Smart Ball Counter Ball was one of the biggest selling footballs in 2019 and the 2020 launch of the Speed Ball, which measures the speed of a kick up to 100 mph, was a huge hit in the run-up to Christmas.

There will also be extensions unveiled for Funlockets and Trapped Escape Room Games Packs. Following a successful launch period in Q4 of 2020, Trapped, a worldfirst game concept, will increase its family friendly offering with new themed packs added at a range of levels to suit consumers as young as eight years old.

More new ranges set to launch in 2021 will also be unveiled in due course, including Zipstas and Windy Bums.

Golden Bear’s virtual showcase starts from the 4th January 2021. Appointments are being taken now and can be made by emailing customerservices@GoldenBearToys. co.uk or registering on the booking portal via www.goldenbeartoys.com/virtualtoyfairsignup.

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Sh w off Special Focus

Hornby

Hornby

brands on the right track for 2021 Hornby In this age of electronic games, a model railway may seem tame and - for some - old fashioned. However, Hornby is encouraging anyone who thinks that way to think again. Since Hornby trains were first introduced in 1920, the brand has remained both modern and relevant by embracing technology, either by designing its various models with ever greater fidelity and detail, or by introducing innovative and intuitive new control systems. Over the past 100 years, Hornby hasn’t forgotten that all railway modellers have to start the Hornby journey, which is why its comprehensive range of train sets is geared to suit most budgets. From there, the Hornby brand offers help, guidance and great products, meaning a simple Hornby train set can easily grow into an impressive model railway.

For many, a Hornby train set is often given as a birthday or Christmas present. Lucky recipients range from youngsters to those nearing retirement age and looking for a new hobby. At the same time, entire families also enjoy Hornby train sets. Whatever the age of the intended person, or their situation, Hornby will more than likely have a set to suit. The beauty of a Hornby train set is that additional items can be added to enhance the enjoyment. As extra track pieces and new layouts, station buildings and new trains enter the picture, what started out as ‘just’ a toy transforms into a hobby – one that in many cases can and does last a lifetime.

A model railway is something that the whole family can get involved with, from laying the track to building the scenery, and from planning where the buildings go to how the trains are controlled. The creativity and fun of building a model railway layout is family home entertainment at its best, as highlighted during the lockdowns of 2020, which saw new passions found or old ones rekindled as families created and enjoyed model railways together.

While Hornby can’t reveal too much at this stage, the company says its 2021 range will include new sets and new trains, as well as a slightly more mainstream product with an even greater toy feel. Readers should visit Hornby.com for more details.

Scalextric Scalextric has announced the next generation of Scalextric Spark Plug in a completely new Formula E app, set to feature in the Formula E set which is controllable by iOS or Android smart device. Billed as ‘Scalextric, but not as fans know it’, the Scalextric Spark Plug Formula E set can accommodate up to 12 players – two drivers and a team of five additional pit crew. Assigned an in-app pit crew position, including chief mechanic and lollipop, each pit crew member can deploy power ups by completing team mini games to win the pit crew challenge. This set, which will be available this summer, will benefit from a digital media campaign.

The latest instalment of the James Bond film franchise, No Time to Die, features a plethora of Bond vehicles both old and new. Scalextric will be producing vehicles from classic James Bond films including the Lotus Esprit from The Spy Who Loved Me, as well as the Aston Martin Vantage V8, complete with skis, from The Living Daylights. Micro Scalextric will also be producing a James Bond set featuring the Aston Martin V8 and DB5 alongside the No Time to Die Micro Scalextric set. The latter is available now, ready for the film’s launch.

Expanding on the success of the Film and TV category the brand introduced in 2020, Scalextric will also be producing the DeLorean from Back to the Future 2, KITT from Knight Rider and the classic Reliant Robin from Only Fools and Horses. Scalextric will also be producing the classic 1960s Batmobile. Ideal for nostalgic parents, the car includes a Batman figure from the period.

With the latest Batman film scheduled for late 2021, Micro Scalextric will producing a Batman vs Riddler set featuring character cars and a lap counter with a difference.

The lap counter booby trap adds another dimension to the race; drivers can set the length of the race, up to a maximum of 50 laps, and once the winner finishes the race an ejector is triggered which will make their opponent fly off the track. The Micro Scalextric range also includes a Batman vs Joker set, and a set featuring Ryan’s World characters.

Away from the cinema and back to the racetrack, Scalextric is releasing a series of new race cars including the Jaguar XJS, Porsche 911 3.0, and Ayrton Senna’s Lotus 97T and 99T.

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2021 Creations from Quarantine Many things were up in the air in 2020, but so were these new high flying creations we tested from our own backyards. With these soaring toys, things can only go up! Meet the complete 2021 Waboba product line up and watch our new product video to see them in action. Visit virtual.waboba.com.

To learn more, contact info@waboba.com For all trade enquires, contact: sales@tkcsales.co.uk, 01380 872950

Visit our virtual showroom and get a closer look!

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Hornby

Corgi The Corgi brand is beloved by all generations and has included some of the most memorable and long-lasting toys in its range for many decades.

The iconic James Bond DB5, with its ejector seat and pop-out weapons and shields, has sold over 15m pieces since 1965.

This year, Corgi is stepping up the fun side of its character range even more by bringing the iconic Corgi dog to life.

Announced in December, Corgi’s new brand mascot, Mumbles, will now be introduced as the Chunkies ambassador, with fun and educational activities planned for 2021. Suitable for children aged three and above, Chunkies are robust and tough big-wheeled vehicles. From fire trucks to tanks, kids can follow Mumbles as he has endless fun with the Chunkies range, and join him as he learns about the world through the joy of imaginative play.

Mumbles also makes an appearance on the new Flying Aces packs, a range of high-quality models for young aviators. Mumbles will offer fun-facts about these models through a variety of communication channels this year.

Slightly older children can look forward to some impressive new introductions for 2021, including a Paddington Bus with a Paddington figure, Hagrid and Harry Potter figures which join the Harry Potter Hagrid Motorcycle and Sidecar, the return of the mini Chitty Chitty Bang Bang, and the Thunderbird 2, which carries Thunderbird 4 in its belly.

Recently arrived is the hilarious Do It Yourself Mr Bean Mini, which features Mr Bean himself driving his car from an armchair mounted atop his iconic green car, and the Back To The Future DeLorean with the Doc Brown figure.

Corgi toys are made for life, and the brand believes that with Mumbles now at the forefront of the brand, the generations of Corgi fans will keep on growing.

Airfix 2020 was a strong year for Airfix, which as a brand helped locked-down families fill their spare time.

Skills were developed and enjoyment was had during this challenging period, with many Airfix fans taking to social media to share with the brand all the happiness their model sets brought them.

Airfix has announced the launch of a new simpler to build and paint Starter Set range. The first two sets are based on two best-selling aircraft; the iconic Spitfire, which continues to be No.1 in Airfix sales (as it has been since 1955), and the Red Arrows Hawk. These new models not only boast a more child-friendly build, but also a bespoke shadow-effect stand to mount them on. Airfix knows that children in particular love to see aircraft in ‘flight’, so the stands are an attractive new addition to these sets, which are already flying off the shelves.

Supporting these two items are two new tank models, the Sherman Firefly and Tiger. These are also ideal for table-top gaming, and with the new track designs are easy to build and offer plenty of enjoyment.

All four sets come complete with four water based Humbrol acrylic paints, a brush and a tube of poly cement, while the plastic in each kit is in a shade that will help kids with painting. This small innovation wields big results, so even the youngest modeller will be able to achieve a paint finish to be proud of. Further Starter Sets will be announced later in 2021.

Also launching this year is another wave of Airfix Quickbuild items. Following on from the previous successful range, Quickbuild has become a mainstay of the Airfix range due to its collectability. The F-35 makes an appearance with an impressive number of moving parts. As with the other aircraft, this comes with a stand to show it in ‘flight’.

Muscle cars enter the mix this year as an extension of the supercar category. All cars feature rolling wheels and are engineered to look just like the real thing when built. This year’s new subjects include the Ford Mustang GT, the Ford Mustang GT 1968, the F-35B Lightning, the Bugatti Chiron and the Audi R8 Coupe.

For more information on all Hornby brands, contact 01843 233 500 or visit www.hornby.com Toy World 226

Sh w off Trends UK 01295 768 078 www.trendsuk.co.uk This year sees the addition of new market-leading pre-school licences to Trends UK’s highly popular ELA portfolio, starting with the launch of a new Paddington Learning Suitcase based on the animated TV series, The Adventures of Paddington. Paddington asks questions about numbers, colours, members of the Brown family and his favourite marmalade sandwiches, providing plenty of interactive fun. The Learning Suitcase joins the Paddington Paw Pad, which launched late in 2020, and will be supported with a UKMumsTV campaign this month in addition to consumer press, competitions and PR in spring.

Also joining the ELA range will be the new Peppa’s ABC Keys Fob. Shaped like the Pig Family’s red car, the Keys Fob helps kids learn about colours, sounds and shapes, at an attractive yearround price point. For Hey Duggee fans, the new Sing & Learn Hey Duggee Microphone features music from the much-loved TV series as well as questions triggered with the quiz button.

Later in the year, Trends UK is introducing new properties with unique play patterns based on the popular learning concepts Numberblocks and Alphablocks.

Numberblocks and Alphablocks are already used by many teachers, and so will be familiar and engaging characters for the target audience.

Following a stellar year for creative and artistic toys, new lines will join the award-winning Little Brian Paint Sticks range. The new Bath Paint Sticks make bath time more fun and won’t stain the bath or tiles. Also new are Chunkie Paint Sticks. At four times the size of a regular Paint Stick, these are ideal for fans of the ongoing pebble painting craze.

Trends is expanding the award-winning Science Mad brand to include scientific equipment. A strong branded presence at retail will see telescopes, microscopes, a digital metal detector and walkie talkies joining the line-up. The new Science Mad Weather Station will launch late spring. This 5-in-1 kit comes with everything kids need to measure wind speed and direction, rainfall and temperatures.

In spring 2021, there are colour refreshes for the popular Nerf Bunkr Take Cover assortment Cone & Barrel and the Nerf Bunkr Challenger Pack. New items are scheduled for release later in the year.

Trends UK’s new Machine Works 4-Cylinder Hybrid Engine Kit will reveal what goes on under the bonnet of a car. The kit allows kids to create a working model of a 4-cylinder hybrid car engine, and provides a representation of how the internal combustion engine and electric motor work together in a hybrid system. With increasing interest in new eco technology in cars, this hybrid introduction is topical and relevant.

HTI 01253 778888 www.htigroup.co.uk HTI’s Teamsterz brand is known for its high-quality die-cast vehicles. For 2021, the team at HTI Toys has taken this a step further with the introduction of the new Colour Change collection. Set to be a hit with young die-cast collectors, these vehicles feature colour change paint, causing the vehicle to change colour when submerged in warm or ice-cold water.

The hero Teamsterz product for 2021 is the Load and Launch wheel-shaped carry case. Children can load up to 15 cars at once into the unique car loading magazine, before launching the cars into action one after another. With space to store up to 23 cars and a carry handle, this item is perfect for portable play.

A new subcategory for Teamsterz is the Flipsterz range of remote-control toys. These motorised vehicles perform cool tricks at the touch of a button, as well as dramatic flips, crashes and spins. Allterrain shock-absorb tyres make the cars suitable for use on grass and sand, as well as carpet and hard floors.

The Evo wheeled range by HTI Toys will see a complete branding refresh for 2021, with multiple new products set to launch in autumn. HTI Toys has developed a modern and on-trend brand identity, with a dynamic new Evo logo and up to date product designs, whilst still keeping the unique value proposition of the brand. Cleverly segmented into three categories – Pre-school, Children/ Teenagers and Urban – the Evo range is certain to grab consumers’ attention on the shelf with new tooled wheels and handle grips, as well as on-trend geometric patterns on the scooter decks.

New for 2021, HTI Toys has designed a range of lithium scooters likely to be popular with adults as well as younger audiences. Headlights and foldable frames are just some of the features on offer within this stylish new range.

In the prams and pushchair category HTI Toys offers big nursery brands including Joie, Chicco and Mamas & Papas, popular licence Peppa Pig, and several HTI-owned brands. This category has had a complete overhaul for the autumn/winter 2021 season, with new brands to choose from and updated fabrics for each range. On-trend fabrics now include geometric patterns on the popular replica Joie items, and vibrant rainbow fabric for the Baby Chic range.

A new brand for 2021, Princess Mermaid features unique, iridescent glitter fabric and has proved popular in previews. Ideal for those looking for a value price point, the Baby Boo range is available in two different colours and includes a doll with each item. Other new product launches include the Joie Junior i-Gemm Car Seat, Chicco Junior Lullaby Dream, Baby Chic Nursery Play Centre and Peppa Pig’s pram, based on the pram seen in the TV programme.

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Sh w off Guidecraft 07725 833273 www.guidecraft.com Creator of natural, educational children’s toys for over 50 years, Guidecraft emphasises the importance of open-ended play, the beauty of loose parts and the significance of hands-on learning through children’s connections to nature. Guidecraft toys enrich children’s lives through creative play that encourages them to use their imaginations in the classroom and beyond.

Guidecraft’s Coral Connections foster opportunities for artistic expression and thoughtful, organic building while pre-schoolers learn about the oceans and the creatures that inhabit them. Based upon the beauty and allure of coral reefs, as well as their organic growth and connections, each pliable, recycled plastic piece in the Coral Connections set highlights the natural wonder of the ocean and helps children create environments in a toy-based format. Children ages three and up can explore as they build vertically, horizontally or in a web-like mesh using the snap-fit and ball and joint connections of the four differently shaped components.

Teachers and parents can supplement lessons about ocean life and conservation as children create narratives in sand, water or on the tabletop using the brightly colored organic shapes. A treasure chest that opens and closes and a group of colourful sea creatures increase the exciting storylines children can imagine during play. Grown-ups can also expand indoor and outdoor arts and science lessons with a large, inspiration poster that features example designs and corresponding aquatic imagery. Coral Connections is available in 40-piece and 70-piece sets.

Children can use Guidecraft’s large, translucent weaving toy, Discovery Frames, to experiment with concepts like layering, patterning, and abstract expression. The set includes twine strings to use with square, triangle and circular frames featuring notches and holes. Creative play is enhanced with the layering of found loose parts to further children’s organic connections. Double-sided concept cards also provide inspiration for educational lessons that integrate with imaginative, natural play.

Little Pavers, a weighted construction toy intended to increase the authenticity of a child’s open-ended building experience, will also be available in 2021. This 60-piece set allows children to incorporate hexagonal miniature pavers into unique architectural builds while practicing stacking and patterning. Children are encouraged to integrate natural, loose parts and Little Bricks (released in 2020) into nature-based, constructive play time.

Interlox Leaves, a new addition to Guidecraft’s line of interlocking construction toys, will also be included in the 2021 launch of new products. A subdued colour palette inspired by cool ocean blues, grassy greens and warm oranges, and the recycled plastic material, will further enhance a child’s connection to the natural world.

Children aged two and above can get creative inspiration from double-sided concept cards and create kaleidoscopic builds reminiscent of patterns in nature with notched, seed-shaped pieces. They can also incorporate light play into hands-on construction activities for even more explorative possibilities.

Yoto Play www.yotoplay.com Yoto is a screen-free audio platform that introduces kids to a world of inspiring audio. Yoto Player, a carefully-connected smart speaker, allows kids from ages 3-12 to safely explore their favourite audiobooks, music, podcasts, sound effects and more using physical cards.

Yoto Player was designed with Montessori principles in mind. It encourages children to direct their own listening while giving parents peace of mind that all the content is safe and appropriate for their family. Yoto Player has no ads, no microphone and no camera.

By inserting a Yoto Card into the top of Yoto Player, kids can listen to their chosen audio while tapping and turning the orange buttons to adjust volume and skip tracks. Yoto Player is Bluetooth compatible and also has a built-in nightlight, a day-and-night clock for sleep training, plus radio and a daily podcast that kids can access themselves.

The companion app lets parents play audio content from their phone or Yoto Player, listen to Sleep Sounds, adjust the nightlight colour, and control other player features. Parents can use the app to record their own stories and link these, alongside MP3s, podcasts and online radio streams, to Make Your Own cards for kids to enjoy on their Yoto Player.

The Yoto Card Store has audio from some of the world’s best publishers and record labels and includes titles from Roald Dahl, Enid Blyton, Jeff Kinney and Julia Donaldson. It also has a range of audio activities including educational audio, meditations for kids and a Yoto Originals Phonics series.

Yoto Accessories include a card pouch and card case, perfect for storing and travelling with Yoto Cards, plus magnets for organising cards on applicable surfaces, and headphones which plug into the Yoto Player for quiet listening.

Yoto Player and accessories are available globally with new content, player features and complementary products launching every month.

Contact hello@yotoplay.com for more information.

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Wholesome pre-school brand with a range of forest-themed playsets, vehicles and animal figures A surprising "Pop!" effect on each product! Ideal to stimulate imagination and fine motor skills.

Dedicated Timber Tots website, Instagram and Facebook account For more information contact Sales@bandai.co.uk 020 8324 6160

Sh w off Casdon 07951 033234 www.casdon.com The Casdon portfolio sees a raft of new introductions for 2021, with something for all buyers and retailers.

Budding bakers can make tasty treats with the stylish mini Kenwood Mixer.

Kids can mix their own ingredients to make pancake batter, cake mix or icing. A Kenwood ‘K’ beater is included, as well as a whisk and spatula to whip up some treats from the recipe book included. The mixer arm lifts up too, just like the real thing.

Casdon’s Wooden Easel brings traditional arts and crafts into the home. It encourages children to create and show off their artistic masterpieces and helps with the development of fine motor skills. The traditional Wooden Easel houses a chalkboard surface on one side and a wipe-clean magnetic surface on the other, for no mess drawing. Children can use the chalk included to create their masterpieces or hang paper for colourful drawings using the attached clips to make sure their works of art stay in place.

Kids can play at driving themselves around with the Sat Nav Steering Wheel for Little Drivers. The imitation Sat Nav device interacts with the steering wheel and makes 12 different spoken commands such as which way to turn, when to speed up, plus many more. It also reacts to the child's response depending on the instruction and features realistic motoring sounds including revving engine, gear change, braking and car horn, as well as flashing lights and indicators. There is endless driving role play fun to be had, whether at home or in the back of the car.

Each collection comes with a heritage and quality that parents trust. For more information call Casdon on 07951 033234 or email roger@casdon.com.

Learning Resources 01553 762276 www.learning-resources.co.uk Insights show that parents are introducing hands-on STEM toys to younger children, and to reflect this Learning Resources is introducing a raft of new products for children as young as three.

Circuit Explorer is a STEM construction toy range that takes learning about circuits from flat boards to a fun 3D space-themed world. Children can line up the circuitry graphics on the easy-to-connect construction pieces and snap them together to close the circuits, building a Rocket, Rover or Deluxe Base Station with working lights and fully powered features.

The GeoSafari Jr. Talking Wildlife Camera and KidScope introduce early science learning through play to pre-schoolers aged three and above.

This range is easy for young children to use, and includes features such as chunky easy-grip handles and comfy dual eye pieces.

The Science Lab series of innovative themed science kits offers children aged eight and over a guided learning experience that encourages them to explore different fields of science. Each kit contains everything kids need to perform engaging experiments in their own their own home laboratories, while the Career & Lab Guide is packed with fascinating facts and information on STEM career opportunities to help inspire youngsters.

Numberblocks are the friendly characters from the award-winning CBeebies series, which helps young children see how numbers really work. Now children can build their own Numberblocks with the new MathLink Cubes Numberblocks 1-10 Activity Set. The set has everything kids need to construct the Numberblocks in the myriad different ways seen in the episodes, and allows them to also engage with 30 activities that closely follow several episodes from Series 1-3.

Design & Drill Bolt Buddies is a simple construction toy range for young children. Using a real working power drill and colourful bolts, children can build a Rocket, Pick-It-Up Truck, Race Car, Fire Truck, Rescue Helicopter or Police Motorcycle. Each toy’s eye-catching packaging unfolds into a themed play set.

Spike the Fine Motor Hedgehog is a best-selling fine motor skills toy from the Early Years category. In the second half of the year, Learning Resources will add four new toys to the Spike range. Each is designed to help with childhood development in areas including tactile play, as well as learning colours, shapes and numbers.

Playfoam Putty is the newest compound in the Playfoam range. This stretchy, tactile popping putty features Playfoam beads and comes in packs of four eye-catching colours. Ideal for creative play, it’s also a fun fidget toy to keep kids busy.

Throughout 2021, the company will continue to support its new brand campaign, Building Someone Amazing. Inspired by the Learning Resources building blocks logo, creative assets and marketing resources for bricks-and-mortar and online retailers will be available from the marketing team.

For more information, contact sales@learning-resources.co.uk or call the number above to arrange an appointment.

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Sh w off LeapFrog 01235 555 545 www.leapfrog.com New for spring/summer 2021 is a selection of Learning Toys from LeapFrog that will help children learn shapes, colours, numbers and even the French language.

With the Fun-2-3 Instant Camera, children can insert a photo and press the blue button to learn all about animals, numbers, shapes and colours with the five colourful photo cards. To explore another photo, kids simply press the red button to eject it for pop up fun, and look through the colour viewfinder to explore four different colours. If they turn the lens, they will learn opposites such as night and day.

A new addition to the popular 100 Words Book and 100 Animals Book, children can explore words about places they love with the 100 Words About Places I Go bilingual learning book. Featuring age-appropriate words, this interactive book teaches kids about people and objects in 12 unique places in both English and French. The school, the park, the farm, the amusement park and more locations are all included, to spur imaginations. Ten touch-sensitive locations on each page teach about words, colours and counting in the context of 12 unique places. The learning book is suitable for toddlers and pre-schoolers.

Youngsters can also explore music, colours and counting while creating a lightshow with the Learn & Groove Rainbow Lights Piano. Little musicians can press the piano keys to learn numbers 1-8 in English and in French. Using the mode selector dial, they can further explore different instrument sounds. Two learning games can be played to identify colours and numbers, and the song pages play two popular songs. By following the numbered notes, kids can learn how to play the tune or can press the melody button to hear 17 melodies.

The Pull-Along Butterfly Book lets little ones get active with a pull toy that encourages them to walk, move and stretch, then settle down with the detachable book to explore the butterfly life cycle and more. They can roll the butterfly to watch it wobble, see its antennae move and hear music and animal sounds when they push or pull the toy. The butterfly encourages toddlers to stretch like a cat, roll like a pig and fly like a butterfly. When it’s time to sit, the interactive book detaches. Pressing the music button plays story-time sounds and songs about Butterfly and some animal friends, and lets kids hear about the butterfly life cycle, colours, counting, animal sounds and names.

Playmobil 01268 548 111 www.playmobil.co.uk New licensed products from Back to the Future and Scooby-Doo, and an array of play sets to accompany the highly anticipated DreamWorks Spirit Untamed movie, will be available from Playmobil this year. The company will also launch its new Volkswagen play sets, which will entertain fans both young and old. The new additions, including the Playmobil Volkswagen T1 Camping Bus and the Playmobil Volkswagen Beetle, will bring two iconic brands together for the first time.

A raft of new classic play sets will also be on offer, including the relaunch of the Playmobil 1.2.3 range. As Playmobil’s range for toddlers celebrates its 30th anniversary, the packaging has been completely redesigned to show parents the benefit of this developmental toy range.

The marketing campaign behind it will be the largest ever focus on the theme, and will include TV, digital, blogger/vlogger activations and press activity in key mother and baby titles.

Further launches include Playmobil Zoo, with key lines such as the Playmobil Family Fun Large Zoo, which contains everything young conservationists could possibly need to build their perfect zoo. The range comes with an assortment of animal boxes offering exciting creatures from tigers and gorillas, and everything in-between.

Playmobil allows children to experience the universe in miniature, with sets designed to develop social, motor, cognitive and emotional skills. This ethos is perfectly reflected by the collectible and gifting offering available for 2021. The Playmobil Special + and hugely popular Fi?ures are back with refreshed launches across Q1 and Q3.

New Starter Packs come in both small and large offerings across key themes - Police, Knights, Princess and Country. Q1 also sees the launch of the new Playmobil Gift packs, which make ideal gifts for kids’ parties. Each pack comes with a customisable tag printed on the box, for a personal touch when gifting.

In May there are further additions to the ever-popular Playmobil Scooby-Doo range, including a new release of collectible Scooby characters in fun costumes, and 12 new surprise bags that contain ghosts and Mystery Inc. figures. In addition, there are five new play sets from famous Scooby-Doo adventures, each including a ghost which can be unmasked.

In spring, Playmobil continues its journey with the DreamWorks Spirit Riding Free licence. Three years after the initial sets came out, the friends and their horses are back for another adventure, this time on the big screen in the new movie Spirit Untamed. Six new Spirit Untamed play sets are available including Miradero Festival.

The second half of the year welcomes a new Princess range and the magical Playmobil Large Princess Castle. The magnificent Princess Castle can be played with from all sides. With its large rooms and elegant staircase, the set serves as a glorious home for princes and princesses and is supported by a digital animation of a magical story.

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Sh w off The Desi Doll Company 07769 694 655 www.desidollcompany.com Desi Dolls is a leading manufacturer and supplier of innovative interactive toys that make learning about Islam fun. Now an established brand, the company boasts the largest range of this genre of toys on the market. Founded by Farzana Rahman, who is also the mastermind behind the company’s creative designs, Desi Dolls creations are billed as “the answer to Muslim parents’ prayers,” when looking for toys for their children and as gifts for others.

Having been awarded the Queen’s Award for Enterprise in International Trade in 2019, the company has continued on an upward trajectory. Desi Dolls is growing every year and continues to be a major innovator in this space. Currently, The Desi Doll company is gearing up for the Ramadan rush, with retailers and distributors placing orders to ensure March delivery. This year, the month of Ramadan commences on April 12th and ends with the celebration of Eid-ul-Fitr on 11th May. Last Ramadan saw the launch of My Little Muslim friends, five talking and singing dolls that promote respect and understanding amongst Muslim children and their peers, who may not share the same faith. The dolls recently featured in Phillip Schofield’s ‘How to Spend it well at Christmas’ ITV Show, along with other dolls that promote diversity. My Little Muslim friends were a sellout success last year, which meant some kids did not receive their special doll in time for Eid. This year, however, Desi Doll is ordering many more of the toys to make sure kids are not disappointed at this important time.

Sadly, last year Eid was in the middle of lockdown, which made it difficult to celebrate with loved ones. This year, The Desi Doll Company is looking forward to helping create a truly special Eid for tens of thousands of young Muslims and their families across the globe.

The year ahead is expected to be another bumper one for the company. Desi Dolls has increased its toy offering even more with the launch of a range of new Flippable Sequin Pillows with light & sound, which hits the market alongside a range of fun and collectible Flippable Sequin Keyrings. Each plays a different sound recording.

Like most toy companies, The Desi Doll Company will miss exhibiting at Spielwarenmesse in January. However, the new July show dates work well for the Ramadan 2022 schedule. With international trade fairs usually taking place in January/February, buyers can find themselves rushing to place Ramadan orders for the same year.

Luckily, the new summer fair times mean buyers will be able to see Desi Doll’ latest offerings and place their Ramadan orders at the show.

Several major toy launches are set to occur throughout 2021, and the company also plans to expand into new territories as it explores and builds global distribution relationships. More information will follow soon.

Closer to home, the company is seeking more UK toy retailers who want to take advantage of the biggest shopping festival of the year for Muslims. The company is ready to support its retail partners with in-store marketing specifically aimed at the Muslim customer, with POS and Eid Mubarak ‘shelf talkers’ to ensure attention is caught.

Desi Dolls strongly believes that the Muslim consumer base will become increasingly important to toy retailers in UK, the same way it has become important to the fashion, foods and finance industries. In the UK alone there are 4.1m Muslims, and research from leading marketing consultants Ogilvy Noor shows that 90% of them say their faith affects what they purchase. This, says Desi Dolls, means toy retailers should be focusing their strategies and purchasing calendars in order to accommodate this.

To find out more and take part in the magic of Eid, contact farzana@desidollcompany.com.

Ty 023 9387 6600 sales@tyuk.co.uk Ty is instantly recognisable and the brand is known for both its high quality and affordable prices. The company is behind popular collections such as Beanie Babies, Beanie Boos and Flippables, and is now launching the newest addition to the Ty family – Squish-a-Boos.

Squish-a-Boos is a range of collectible items made of bright, soft and silky plush suitable for babies, children, tweens, teens and adults.

The new collection has a unique texture that makes the animals super soft and perfect for cuddling. Plus, each Squish-A-Boo has colourful soft fabric and includes the official Ty Heart with name, birthday and poem.

The first series includes nine highly collectible favourite characters, including Kiki the cat, Owen the Owl and Zoey the Zebra. Suitable for all occasions, the plush pals are sized just right for hugs, standing tall at 30cm in height, 30cm wide and 23cm long.

The first nine characters in the range are available to order now, with more to come in 2021.

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Sh w off Waboba (46) 735 016 584 www.waboba.com Waboba credits the previous year of everything being up in the air for the development of its latest high-flying creations.

Airlift is a new gliding toy for backyard games. Although it may not look like much, Airlyft’s hollow cylindrical shape is engineered for maximum lift, so it soars through the air as wind passes through its tunnel. The glider is easy to throw far and launch high, with many ways to make Airlyft airborne. Any user can throw it overhand or underhand by its ring or by its tail, sending it flying over 30 meters.

Bigger and heavier than the regular pocket-sized Wingman, Wingman Pro can fly even straighter and further than its predecessor. At 117 grams in weight, the patented Wingman Pro takes to the sky with extreme flight precision and can fly over 60 meters in distance. Beginners can throw like a pro with this straight flying disc, while pros will enjoy using it for disc golf and ultimate frisbee games.

A fun new series made just for kids, the Waboba Heads collection includes a super flying disc, a super flying glider, and hyper bouncy ball, all of which show funny faces when they’re up in the air. The Heads collection also benefits from a bulk floor stand to display product to maximum effect in-store.

A whole new generation of Moon Balls is on its way. The new mini Moons are 40% smaller in volume than the regular Moons, but can still bounce out of this world. Mini Moons are also available as a 2-Pack in assorted pastel colours.

Colourful new Moon Balls have also landed. The new gradient Moon Balls feature a vibrant ombre design complete with tiny white stars. The range is available with a new bulk CDU for enhanced impulse sales.

Helping retailers provide a great in-store experience matters to Waboba, and retailers can get in touch to find out more about the company’s new counter and floor display solutions. The new Wingman add-on for the Moon Ball bulk display allows stores to maximise on sales by displaying two impulse bestsellers with only one stand.

With the lack of trade shows this winter, Waboba has created a virtual website experience. Visit virtual.waboba.com to learn more.

AR Discs 0161 791 2025 www.ardiscs.com AR Discs has launched with the aim of breathing new life into the world of hobbies and collectibles. Combining quality augmented reality with the collectability of premium interconnecting discs, the discs will appeal to kids seeking more experience-based play from their swappable toys.

Each AR Disc springs to life thanks to the free app. Users simply hover a smart device over the colourful disc to see much-loved characters come to life in high definition content. AR Discs truly bridge the gap between virtual and physical play; not only can they be collected in an album and traded with friends, the interlocking AR Discs can also be used to create 3D models and spectacular displays.

Having established a global licensing partnership with NBC, the first collection of AR Discs celebrates 25 years of DreamWorks, the studio behind some of the world’s most beloved animated feature films. DreamWorks fans can now experience, collect, trade and combine their favourite characters from hit movie franchises such as Shrek, Trolls, How To Train Your Dragon, Kung Fu Panda, Boss Baby, Madagascar, Home, The Croods and Abominable in a new way. Each AR Disc is emblazoned with an image of a DreamWorks character and features embedded augmented reality content which comes to life through the free app.

AR Discs has plans to expand its collections across the worlds of entertainment, sports and gaming. 2021 will also see the company bring an educational twist to its products via a partnership with the Ministry of Defence on Army, Navy and RAF collections, as well as an exciting collaboration with Nickelodeon and many other global brands still to be announced.

For trade enquiries, please contact William Byron on 0161 791 2025 or via william@ardiscs.com.

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Sh w off Big Potato 07472 824 526 www.bigpotato.co.uk Big Potato is on a mission to become more eco-friendly and has set up a taskforce to do everything possible to make a difference.

A result of this move is encompassed in its travel-sized party game, P for Pizza. The game is now completely plastic-free, both inside and out. The plastic trays that are commonly used to hold cards in board games have been replaced with cardboard trays, a development which has actually improved the quality of the printed graphics.

No plastic shrink wrap has been used; all of the cards are held together with paper belly bands, and the box itself is sealed with eco-friendly stickers made from cellulose. Big Potato has included a biodegradable sticker on the outside of the box to reassure customers that the product they are buying is plastic-free.

P For Pizza was one of Big Potato’s best-sellers last year and it is set to be a top performer again in 2021.

It’s known as the ‘easy-cheesy letter game’, where players need to be able to shout out answers as quickly as possible.

On each card there are three categories and each one is accompanied by a random letter. To win a mini slice of pizza, players have to think of a word that matches the category and starts with the letter. For example, if the card asks for a TV show beginning with B, players could shout “Baywatch”.

The first player to shout a correct answer will win the card, designed to look like a mini slice of pizza, and can add it to their collection. Once players have collected nine cards, they will have enough to build a giant pizza slice and win the game.

P for Pizza is ideal for 2-4 players and can be easily transported thanks to its size.

Big Potato’s range of mini games has also gone plastic-free, including Colourbrain, the colourful family trivia game; Weird Things Humans Search For, the internet search party game; and Obama Llama 2, the celebrity rhyming party game.

To find out more about P For Pizza or other eco-friendly games from Big Potato Games, contact Emily Bond at emily@bigpotato.co.uk.

Hauck 07770 608858 www.hauck-toys.com Although a direct FOB supplier, much of Hauck’s range is warehoused at its facilities in China. This means that MOQs are flexible and containers can be made up of assorted products.

Hauck’s successful and comprehensive range of ride-on toys includes balance bikes, pedal go-carts, trikes and battery-operated cars, plus a selection of wagons. The line-up is enhanced by the introduction of nine new products. Exciting new go-carts for all ages - from pre-school to 10 years - have been added, while a transforming scooter for 2-5 year olds, Skootie, features LED lighting and ‘lean to steer’ technology for coordination and motor skill development while kids ride.

Hauck ride-on toys are designed and engineered in Germany, and feature rugged steel frames, powder coated to withstand the weather. Tool-free adjustable seats cater for growing kids, and all products also feature patented automatic chain tensioning. Like all Hauck products, each ride-on comes in sturdy and eye-catching retail packaging for strong in-store presence.

Alongside Hauck branded ride-ons, strong licensed brands such as Batman, Nerf, Paw Patrol and Hello Kitty feature too, and efficient UK-based after-sales service ensures peace of mind.

Suitable for both indoor and outdoor use, Hauck’s Playmobil play tents offer three options: Fire Engine, Princess Castle and Police Station. All benefit from a unique frame system that is simple to assemble and sturdy while in use.

The ever-popular Hauck line of prams, strollers and beds for dolls sees 23 new products added. Best-selling ranges such as Little Diva, Play ‘n’ Go and the up-scale I’Coo continue, with new introductions to Little Diva and I’Coo. A new collection called Unicorn Heart also joins the portfolio for this year.

Hello Kitty is ever popular, arguably even more so now that Mattel has adopted the brand. Hauck offers a range of Hello Kitty dolls prams and strollers, all at everyday prices.

Two environments have been created for the new My World concept - one for dolls, the other for pets. Each collection offers a complete nurturing environment in which a child can care for their favourite doll or cuddly pet.

Rounding out the new 2021 line is a range of kids’ rolling cases. Keenly priced, these are ideal for shopping and other outings.

Finally, the toy fairs may be cancelled but buyers can still visit Hauck’s Hong Kong showroom. During the months of January and February, Malcolm Cook, Hauck’s UK and Ireland sales manager, will present the company’s new ranges for 2021 to buyers on Zoom. To arrange an appointment, email malcolm@mcinternational.co.uk.

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Sh w off Hyper Toy Company 07775 706 929 www.hypertoys.com Hyper Toy Company has been creating fun for over 30 years; the company started out with Hyper Bicycles in 1990, established by former Pro BMX Racer, Clay Goldsmid. Since then, the company has produced millions of bicycles and has carried through its expertise and design capability into the toy business.

The company has a successful range of bikes, scooters, ride-ons and RC vehicles in its portfolio, and for 2021 is increasing its range with even more exciting and innovative products.

New for this year, the Hyper Electric Drift Kart 24V is designed to offer older children a more extreme ride. With an impressive top speed and rear drift function, the kart has a steel frame for durability and comes complete with a seat belt and racingstyle steering wheel.

Last year, Hyper launched new ‘Drift’ technology within the RC category with the Hyper Drift King, which comes equipped with 4-wheel all-direction drive, a lifting and lowering chassis, LED lights, music and programable action.

The RC line is expanded for 2021 to include the Drift Twisting King, High Speed Drift and the Yamaha Nano Drift.

In the bike world, Hyper is synonymous with a paint technology called Jet Fuel.

After strong success with its Hyper Jet Fuel BMX and Riprail Jet Fuel Scooter in 2020, the company is growing the line for the second half of this year. More details will follow.

Hyper backs up all sales with dedicated websites, regular social media coverage, sponsored events and influential bike/scooter riders. In addition, Hyper ensures it continues giving back to the sports it helped begin by supporting up and coming riders, including two of the British Cycling Team.

For more information, please contact james@hypertoys.com or diane@hypertoys.com.

Geomag 07831 886 997 www.geomagworld.com Geomagworld invented the first magnetic construction toy in 1998. Simple elements, such as rods and spheres, are held together by a magical force of attraction allowing young creators to build fascinating structures.

In 2020, Geomag presented a new revolutionary green range, a marketleading innovation that both consumers and the planet will appreciate. For 2021, all new lines will made of recycled plastics.

The innovative Magicube range from Geomag is a building system made up of magnetic cubes that attach to each other on all six sides. By harnessing the invisible properties of magnetism, children can give free rein to their imagination as they build colourful 3D models. By playing with the individual cubes, even the youngest of children begin to develop their first manual skills.

The new Magicube Recycled collection, made with 100% recycled plastic, has the same bright colours and high-quality standards as all the original Geomag sets. New items for 2021 will include the Try Me Line as well as the Shapes Range.

What started out as the Original Magicube system has now become a world of magnetic building blocks with the addition of three new shapes: the half cube, quarter circle and the half sphere. The construction possibilities are boundless, with characters, animals, structures and more for kids to invent. The desire to create a new magnetic world has gone as far as building vehicles with real wheels that magnetically attach to the blocks. The Try Me line not only offers young creatives the opportunity to try out the magnetism in Magicube, it also invites them into the world of construction with magnetic cubes.

The highest standards of environmental sustainability can be found in Geomag’s Classic magnetic construction system. Magnetic rods, panels and the bases are made using 100% recycled plastic. Consumers get powerful magnets, quality materials, strong constructions and a variety of colours. Also new is the storage box, a practical, durable pocket-sized box for the rods and spheres, all made with 100% recycled plastic. The Geomag Classic 100% Recycled line offers an explosion of colours with the new Supercolor segment.

In addition to the classic magnetic rods and steel spheres, Geomag Mechanics adds mechanical elements within the constructions, expanding the play possibilities: some parts of the structures are able to rotate, triggering chain reactions from the magnetic attraction and repulsion. Autumn/winter 2021 will see the range completely overhauled with new product colours, packaging and branding – all made from 100% recycled plastics.

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CHECK OUT OUR MASSIVE COLLECTION OF PUZZLES AND OUR DUNCAN RANGE AT

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Sh w off DKL-Beysal 01604 678780 www.dkl-beysal.uk In 2021, DKL-Beysal will be showcasing the latest selection of products across its portfolio of brands, including Hama Beads, Plus-Plus Construction and Breyer Model Horses, while introducing several new ranges from its in-house developed product line.

Plus-Plus has entered into an agreement to ensure that 100% of the electricity used at the factory and headquarters in Denmark is generated by wind energy. The company will also ensure all Plus-Plus and packaging are 100% recyclable. This year will see several new additions join the Plus-Plus range, including Plus-Plus Go!, a new element that brings motion to the Plus-Plus building experience.

Hama Beads continues to go from strength to strength. The arts & crafts brand will showcase a mixture of new core lines in 2021. Crafters can top up their collections with new bead colours; Hama’s refill bags include 1,000 beads in 70+ different colours, while more experienced crafters will enjoy the eye-catching 3D sets.

Breyer Model Horses Stablemates offers an entry-level range of horses, sets and accessories at a competitive price, while Freedom Play Horses are a firm favourite among horse lovers. The latter range will continue to grow with several engaging new additions for 2021.

Ecoplush is a sustainable plush line. In 2020, DKL-Beysal introduced the Ocean Series. Each of the creatures uses between 7-13 plastic polyethylene terephthalate (PET) bottles, which are transformed into the stuffing material. 2021 will see the introduction of the Jungle and Polar Series, now including eco-friendly plush, making Ecoplush 100% sustainable.

New to this year is The Dancing Army, a new concept influenced by the TikTok sensation. Kids can decorate their face, arms, and hands with the neon body ink markers, put on the fluorescent accessories, get dancing and then upload their videos to social networks.

Another new launch is Luna Babies, with four different dolls available. With over 10 different functions and six accessories, these babies need to be taken care of during the day; in turn, they’ll take care of kids’ dreams at night.

DKL-Beysal will also introduce Mascutties and the outdoor range K3yriders to its 2021 portfolio. All ranges will be supported by high-profile marketing to include in-store activities, dedicated planograms, YouTube advertising, influencer campaigns and extensive social media and PR activity.

Bruder +353 67 63800 www.bruder.de The latest generation of Cat Excavators is designed for the most demanding tasks. With optimised loadbearing capacity, a wide range of shovels and buckets and efficient diesel engines, this Cat excavator is one of the most modern vehicles on any construction site.

Staying true to its ‘Just like the real thing’ ethos, Bruder’s new Cat Excavator model brings tough construction play into the playroom and is also ideally suited to outdoor fun.

Featuring the highly recognisable yellow and black colour scheme seen across the entire Cat range, the impressive model features a fully glazed drivers’ cab which can house an optional bworld figure. The excavator arm is fully functional via the hand lever and can also work below vehicle level, making this vehicle perfect for sandpit, mud or dirt play. Genuine chain links on the caterpillar tracks let the excavator tackle even the most difficult terrain, and two opening engine hatches let kids get to grips with maintenance role-play as they service their vehicles after a hard day of play.

The JCB Teletruk is modelled on the JCB 30-19E electric Teletruk, part of a new generation of innovative E-Tech products which produce zero emissions at the point of use, without compromising on performance. The revolutionary telescopic forklift has become one of the latest commercial vehicle models to join Bruder’s portfolio. The steerable rear-axle forklift provides space for a bworld figure in the modern cab, while the height-adjustable telescopic arm can be retracted and extended as well as locked, and the angle of the fork can be adjusted too. A wide range of tools can be attached thanks to the Bruder standard holder, and the accessories set – which comes with a realistic lattice pallet, cable winch and forks - is a great extension for even more fun.

Bruder is also preparing to launch a number of new themed bworld sets. The sets, which are currently available in a range of themes including horse barn, winter sports cabin, mechanic’s garage, police station, emergency room and fire station, come complete with printed wall elements and easy-to-mount adjustable feet. New themes for 2021 will include Beach and Sea. For more information, contact Bruder on the number provided above or UK distributor Alpha Toys - info@alpha-toys.co.uk.

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Sh w off Alpha Group UK 01293 804599 www.alphatoysuk.com Alpha’s hit pre-school property Super Wings is heading into its fifth season for spring 2021. The extensive content slate continues to air through major UK broadcast partners Cartoonito and Tiny Pop, with Series 5 adding 40 new episodes and two new specials. The new series Super Pets sees each core character joined by their very own pet, all of which can transform on command and help solve missions. These lovable collectibles offer an entry price point into the toy range.

Each free-wheeling character comes with lights and interchangeable expressions.

Series 5 also introduces three new characters - Golden Boy, Sunny and Leo - who will be added to the existing Transform a Bots and Transforming Characters ranges.

Transforming from plane to robot in a few simple steps, there are over 20 characters to collect as singles or in refreshed multipacks. New character Golden Boy even comes with a gold metallic finish to suit his name. For Series 5, the core Super Wings Transforming Characters will also be available to purchase along with their co-ordinating Super Pet. The World Aircraft play set replicates the airport featured throughout Series 4 and 5, and offers interactive play with lights and sounds. For 2021, Super Wings will be supported with significant multiple platform marketing investment, including campaigns targeting pre-schoolers and parents.

Alpha Group has been appointed by Herschend Entertainment Studios as master toy partner for Chuggington, which returns to screens in 2021. The highly anticipated new series, Chuggington: Tales from the Rails, will broadcast on CBeebies, and follows the adventures of three trainee trains - Wilson, Koko and Brewster.

The fresh content is packed with new themes, friendship and humour, along with catchy new songs created for an all-new pre-school audience. With seasons 1-5 currently airing on BBC iPlayer, the content is already gathering momentum ahead of Alpha’s toy launch in autumn/winter 2021. The product range has been carefully developed to relate directly to the storylines, characters and themed locations featured. It introduces three unique ways to play using different product scales, plus new innovation and play patterns to drive excitement at retail. The large-scale Pop & Transform engines include a surprise reveal transformation feature for each character.

The mid-scale range includes Look Alive engines with moving facial expressions, and the Touch and Go engines feature innovative touch activation technology to stop and start. The All Aboard Starter Track Set is based around Chuggingtons depot, while the Mtambo Safari Track Set is the key autumn/winter driver, and benefits from full media support. A miniature range of collectible engines and play sets will launch in 2022 to offer a fully connectable Chuggington world.

Alpha Group will also continue its partnership with Sybo and Retail Monster on the gaming sensation Subway Surfers. Alpha will be expanding its collectibles range into core toy categories including action figures, play sets and RC. This includes entry-level priced Mini Trickers, 2” characters complete with a skateboard with pull-back function. The Ride & Shine 5” figures are fully articulated and come with a functioning skateboard and a special coin to release an exclusive in-game reward. The Skate Park play set comes with an exclusive Jake figure and skateboard, which neatly fits inside a subway carriage. RC Jake has innovative balancing technology, enabling him to pull off sharp turns without falling over. The Subway Surfers toy range will be supported with digital in-game advertising, along with paid influencer campaigns to create engaging content that will drive sales.

Hasbro 0208 569 1234 www.hasbro.co.uk Exciting, quick-playing Monopoly card game, Monopoly Bid is a game of chance, luck, and strategy. Players bid in blind auctions, pay with money cards, steal properties with Action cards and change their luck with Wild cards. Played in rounds, everyone gets a chance to host an auction. When it's time to bid on a property, players choose how much money they want to risk. Then everyone shouts ‘1, 2, 3, Bid!’ and lays their money cards down. The player who bids the most money wins the property, with players aiming to collect three property sets to win. The Monopoly Bid game is a great choice for game night, parties and as an indoor activity for kids aged seven and up.

Nerf fans can now experience the ultimate in Nerf dart blasting. Nerf Ultra blasters offer advanced design and performance to deliver extreme distance, accuracy, and speed. The blasters include ground-breaking Nerf Ultra darts. The farthest flying Nerf darts ever to be created, the darts feature an innovative flight tip, Aerofin technology, and Nerf Ultra foam.

The Nerf Ultra Two motorised blaster features fast-back reloading and darts that can fly up to 120 feet (36 meters. The 6-dart cylinder is open at the back; kids can look inside to see how many darts are left, letting them know exactly when it’s time to reload. To fire the blaster, they simply hold down the acceleration button to power up the motor, and press the trigger to let loose one dart. The Nerf Ultra Two motorised blaster includes six Nerf Ultra darts that are compatible only with Nerf Ultra blasters.

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Tactic Games Presents:

THE END TO STALE DINNER PARTIES! Do you reckon you’re better than the folks on the television? This is your chance to show your culinary prowess and wow your friends... or just wing it and hope for the best.

MasterChef Game Night lets players go head to head in a series of mini games and come up with delicious and not so delicious concoctions. There can only be one winner... and maybe a chicken dinner!

© 2020 Shine TV Limited. MasterChef of Shine TV Limitedand its affiliates.

To find out more contact Tactic Games

Phil O’nion +44 (0) 7970 779842 phil@tacticgames.co.uk

and the MasterChef logo are registered trademarks Licensed by Endemol Shine IP B.V. All Rights Reserved.

www.youtube.com/ TacticBoardGames

Sh w off Edx Education 020 7097 5173 www.edxeducation.com The extensive Edx Education home learning ranges aim to support parents and guardians in all aspects of play-based learning and development. From early years active play to maths and everything in between, the ranges are designed to encourage children to be creative, learn and have fun with interactive counters, award-winning Rainbow Pebbles, constructions sets and much more.

Edx Education has been designing and producing innovative educational products and materials for more than 25 years, and is passionate about the ‘learning through play’ movement. Learning through play is a fun and engaging, highly tactile and visual form of learning which aids concentration, helps develop fine motor skills and supports early mathematical understanding, such as counting and sorting techniques.

The Edx Education FunPlay Range provides children with activities and games to play whilst learning. Early Math101 to Go includes everything parents or caregivers need to teach early maths at home or on the go. Each box includes maths manipulatives, activity cards and a full-colour activity booklet designed by experts for parents to help children learn and grow their confidence. Early Math101 ranges are suitable for children from 3-6 years old, and teach core math concepts through hands-on activities.

Edx Education also offers interactive books with maths activities for children to play with and learn from. The Activity Books encourage children to explore their imagination with hands-on activities and develop problem solving skills.

STEAM construction sets are also being introduced, along with more brain-boosting travel games for children to play and learn with on the go.

Further innovations include an eco-friendly version of the award-winning Rainbow Pebbles. FPC material (rice husks) produces minimal emissions, saves energy and water usage during manufacturing, decomposes naturally, and is fully recyclable.

Edx Education runs dedicated projects to provide ‘Education for all’ around the world with its Education Outreach programme. Each home learning toy sale helps support children with educational opportunities, an initiative that aligns with the company’s core values and ethos.

A new and growing collection of digital materials are available online to support new ranges launched by retailers, such as the Play blog on the website, games and videos, and free downloadable resources for home learning. Edx Education also provides a monthly newsletter.

To learn more or request a 2021 catalogue, please contact heather@edxeducation.com.

The Source Wholesale 01306 646619 www.thesourcewholesale.co.uk Following a challenging year for retail, The Source Wholesale is continuing to support its customers with dedicated teams across the business, providing continued stock availability and efficient service for retailers. For the new year, the company has a raft of product launches, partnerships and range extensions in the pipeline.

The Source has already implemented changes to the product offering by reducing the overall SKU count, retaining top best sellers whilst adding only key newness for 2020, a strategy it will continue with into 2021.

New partnerships for 2021 includes the exclusive distribution of the Petron brand with the Stealth and Sureshot ranges landing in stock very soon.

The Stealth range is for ages 14 and above, while the Sureshot range is aimed at younger children, meaning there is something for all with this new partnership.

Sureshot features a range of outdoor toys such as targets, archery and crossbows.

A key focus for 2021 for The Source Wholesale is to strengthen its presence in the outdoor category even more. Its SOhi range was a success in 2020 and is coming back even stronger for summer 2021. The outdoor ball range consists of water skimmers, water bouncing balls and extreme bounce balls to name a few.

Its key robotics range, Construct and Create, is all about STEM toys. It features a number of different robot kits which work off either solar, water or air power.

Following a raft of successful launches in 2020, the robotics range will be expanded for 2021 with new additions.

Also new for 2021, the Laser Tag game will launch in spring/summer. Suitable for young and old, the game comes with two laser guns and can be used both indoors and outdoors.

With the cancellation of all trade shows this year, The Source has enhanced its online catalogues and presence, which kicked off in September 2020 with the launch of its online portal. The portal has proven to be a valuable tool for its customers and prospective customers, enabling them to review products with all the relevant information. The team of inhouse designers and content creators keep the portal updated with imagery, videos and copy for all the company’s products, to make selections for buyers as seamless as possible.

For more information on product and new launches, visit the online portal through www.thesourcewholesale.co.uk.

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Sh w off Rachel Lowe 07957 186 064 www.rachellowe.co.uk Board game designer Rachel Lowe has 10 new releases in store for 2021, including new licences for Q1. At the core of each one of Rachel Lowe’s products is family, camaraderie and connection, all of which are present when people come together to play a board game or complete a puzzle.

The official The Elf on the Shelf Board Game is available alongside a 100-piece puzzle and a snap card game, bringing festive fun to Christmas time.

Rachel Lowe has also worked with Beano Studios to create a board game and two puzzles - 200 and 1,000 pieces - featuring iconic characters such as Dennis the Menace and The Bash Street Kids.

Mr Bean has become a global icon since it first appeared on British TV screens in January 1990 and this year, Rachel Lowe has released a 1,000-piece puzzle depicting the much-loved character.

Rachel Lowe will continue to work within the world of comedy this year, developing a board game and a 500 and 1000-piece puzzle to celebrate the 10th Anniversary of the hit comedy show, Friday Night Dinner. Now in its sixth series, the award-winning show centres around the Goodman family and their tradition of having dinner together on a Friday evening.

The new items will be available alongside Rachel Lowe’s current range including Call the Midwife and WWE: Road to WrestleMania. The Call the Midwife board game, puzzle and playing cards have continued to be popular in their 3rd year of release, Meanwhile, the WWE: Road to WrestleMania board game, released in 2019, is available with a 500-piece puzzle and playing cards. The range features WWE Superstars including John Cena, Roman Reigns, Seth Rollins and Becky Lynch, and has been popular with WWE’s passionate fanbase.

For more details about the entire product line, visit www.rachellowe.co.uk.

Galt 0161 428 9111 www.galttoys.com Galt Toys will be releasing a host of new products for 2021.

Activity Packs and Creative Cases offer plenty of handson creativity and crafting with Dino Lights, where dinosaur fans can create a string of 10 dinosaur lights to brighten up any room. The scented Soap Making Kit allows young crafters to make an assortment of themed soaps that are perfect for gifting to friends and family.

The Stationery and Water Magic ranges offer plenty of engaging and mess-free activities that are ideal for travel. The new Travel Activity Case contains over 80 pages of fun with an activity book, reusable sticker book, colouring pad, dot to dot pad, 10 colouring pencils and sharpener, all in a portable case. Its Water Magic range is also expanding to include Nursery Rhymes, featuring characters from iconic tales such as Little Bo Peep, Humpty Dumpty and Jack and Jill.

New additions to the Puzzles and Play and Learn ranges include the Alphabet Animals puzzle and Memory Friends game. Suitable for ages three and above, the colourful Memory Friends game improves memory through tactile learning, while also encouraging expression and language skills. The Alphabet Animals Giant Floor Puzzle is an extra-large 30-piece puzzle that helps little ones learn the alphabet with help from an animal frieze, which can be put on the wall as a look and find guide.

The First Years range continues to grow and provide new ways to encourage early development. The Water Playmat is suitable for babies aged three months and up, allowing them to engage in independent tummy time play, while also learning about cause and effect. Roly-Poly Toys are the perfect new pals for sensory play with each rocking toy having a unique texture and making a jingle sound as they sway from side to side.

Also new for 2021 is Nature Lab, a compact collection of experiments that allow budding scientists to put nature under a microscope. Grow plants from seeds, go on a scavenger hunt, create a rainforest scene and more with this excellent value addition to the Explore and Discover range.

The Horrible Science range, based on the bestselling books written by Nick Arnold and illustrated by Tony De Saulles, is also growing in 2021, with the new Bulging Box of Experiments. It’s bursting with 20 explosive experiments and includes a lab coat for young scientists to get into character.

Another new development for 2021 is the redesign and repack of the Ambi Toys brand. This year sees all-new box designs with 100% recyclable packaging, which offers better visibility and optimised box sizes. Single-use plastics have also been removed and plastic ties replaced with paper ties. The colours have also been updated to match the original vision that first captured the imaginations of children over 70 years ago and will continue to do so for generations to come.

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Sh w off Little Kids Inc 07580 601259 www.littlekidsinc.com / www.wickedbigsports.com Little Kids Inc offers a full range of outdoor seasonal toys, including the Fubbles and Wicked Big Sports brands.

Little Kids joined the bubble scene over 30 years ago, with its thoughtfully designed No-Spill bubble toys. Kids can tip them over, drop them and turn them upside down without any spillage. Perfect for pre-school children, the No-Spill Bubble range offers a variety of sizes and price points.

The Fubbles No-Spill Bubble Tumblers work like magic, and are straightforward for anyone to use, with no measuring required or fill lines to follow. Kids simply pour the solution into the bottom cup, twist on the top, and they are ready to play. The durable, refillable, innovative design has made it a favourite amongst parents, grandparents, caregivers and kids as young as 18 months old. No Spill Fubbles are the perfect addition to any party, picnic or outdoor activity. Each No-Spill Bubble Tumbler includes the Fubbles premium, non-toxic, dye free solution.

The Fubbles product line also includes solution in 16 fl. oz, 32 fl. oz. and 64 fl. oz. sizes, as well as bubble wands, hand-held motorised bubble blowers that come in a variety of styles with features like lights and sounds, and motorised machines that blow endless streams of bubbles. Most recently, Little Kids launched Bubbles-on-theGo; a new bubble pouch that is ideal for on-the-go activity as it is perfectly sized to fit into any purse or travel bag.

Little Kids also holds a portfolio of licensed bubble and water toys, featuring popular brands such as Paw Patrol, Blue’s Clues and You, Nickelodeon Slime, Disney, Marvel, Peppa Pig, PJ Masks and Sesame Street.

Little Kids also offers the Wicked Big Sports range, which puts a twist on classic backyard games. Perfect for summer-time family fun, this collection of backyard games appeals to players of all ages and skill levels.

For more information about Fubbles and Wicked Big Sports, readers can contact Rachel Atkinson at ratkinson@littlekidsinc.com.

Jumbo 0161 428 9111 www.galttoys.com/jumbo After a year when many consumers focused firmly on home life and the pursuit of activities that promote relaxation and wellbeing, Jumbo continues its tradition of providing enjoyable and inspiring products to puzzle fans old and new.

To kickstart 2021 on a positive note, Jumbo is launching a brand-new range: Falcon Contemporary. It has collaborated with carefully selected artists that represent a diverse range of styles to appeal to puzzlers worldwide. Each of these 1000-piece puzzles, including titles such as Piccadilly Circus, Flora and Fauna and the topical Life in Lockdown, shines a spotlight on the finest in modern artwork and designs, across a host of subjects and techniques. The range uses 100% recycled cardboard, has been developed with smaller, more compact boxes and is free from plastic shrink wrap to create a more sustainable way to puzzle.

The Falcon de Luxe range is also expanding with a selection of exquisitely illustrated 500 and 1000-piece puzzles of the highest quality.

January releases include the 500-piece Covent Garden and Highland Farm for some welcome escapism, and the nostalgic 1000-piece The Milkman and The Hairdressers.

Wasgij, Jumbo's leading puzzle brand, is the original brainteasing jigsaw which challenges puzzlers to use the humorous illustrations, as well as their imagination, to piece together the solution to what's on the box. This month Jumbo is releasing three new 1000-piece Wasgij puzzles to put fans to the test, including Wasgij Original 36 – New Year Resolutions!, Wasgij Mystery 20 – Mountain Mayhem!, and Wasgij Destiny 22 – Trip to the Tip!.

The ever-popular Jan van Haasteren brand, the leading puzzle brand in The Netherlands with a growing UK fanbase, also returns in January with the 1000-piece South Pole Expedition to provide some seasonal smiles.

The Disney Classic Collection is bringing the magic of favourite movies to adult puzzles with the release of three 1000-piece designs, including 101 Dalmatians, Lady and the Tramp, and the Cinderella Movie Poster. The Disney Pix Collection has also added 1000-piece Pixar and Frozen II puzzles, featuring colourful snapshots of iconic characters.

Stealth and secrecy are the aims of the game in Stratego Assassin's Creed. New for 2021, this special edition of the legendary strategy game transports players back in time to twelfth-century Jerusalem to commence battle between the most legendary assassins and their nemesis, the Templars.

Jumbo has top quality products scheduled to launch throughout the coming year. April brings The Bandstand and The Blacksmith's Cottage for Falcon de Luxe, and a Holiday Fiasco is slated to become a firm favourite from the Wasgij brand. There are also plenty more titles to come in June and September, while the popular Christmas editions for both Falcon and Wasgij will be launched in June.

Jumbo is also home to those all-important puzzle accessories. The Portapuzzle and Puzzle and Roll ranges provide tidy solutions for keeping puzzles in progress safe and secure, allowing puzzlers to store and transport their favourite jigsaws conveniently.

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Sh w off Epoch Making Toys 08435 574 062 www.sylvanianfamilies.com Following impressive sales growth in 2020 across its three main brands; Sylvanian Families, Aquabeads and licensed Super Mario family games, and impressive Q4 Christmas sales, Epoch welcomes 2021 with new SKUs featuring characters and interactive features which appeal to both new and old fans.

The new Sylvanian Families Bakery Shop Starter Set comes complete with 37 pieces, including baked goods. The Bakery has interactive features like a pop-open cash register and dough that turns into Sylvanian-shaped pastries when baked in the oven.

The set is a new style of playset from Sylvanian Families; it has been specifically created to be added to other sets. For example, when combined with the Red Roof Cosy Cottage, it turns the house into a sweet bakery, breathing new life into the existing toy and offering additional play options for current fans. Kids can also add The Bakery to the new Family Picnic Van to change it into a mobile food van.

Two new families will join the Sylvanian Families range in 2021. The Midnight Cat Family will replace the existing Tuxedo Cat Family, and the Pookie Panda Family has a new facial design. The latter is reminiscent of the popular vintage Bamboo Panda Family released in 1992. Additional family members will join both families in autumn/winter 2021.

Craft brand Aquabeads builds on the success of its recent star-shaped bead design by introducing two new SKUs. Both sets come with a mixture of solid, jewel and star beads, which are all compatible to ensure crafters don’t have to start their bead collections from scratch.

Both SKUs include the brand-new Creation Display feature that elongates play time with Aquabeads. Fairy World allows crafters to make wearable accessories and place them on an accessory stand made from the Creation Display. Enchanted World encourages storytelling by offering two Creation Displays to make elaborate fairytale scenes.

Building on the success of the sell-out Super Mario product launch in autumn/winter 2020, top performing products including the Super Mario Shaky Tower, three Balancing Games and Piranha Plant Escape will carry forward into 2021. These will be joined by other new SKUs that will be released in autumn/winter 2021.

HoloToyz +353868600252 www.holotoyz.com HoloToyz is a new and innovative product range for children aged three plus that marries the world of augmented reality technology with easy-to-use, fun and educational products, including temporary tattoos, stickers, books and wall decals that all come to life in 3D animation when scanned with the free HoloToyz app. Created by veterans of the tech and gaming industry for over 20 years, the quality of animations and technology used in creating HoloToyz is unparalleled. The HoloToyz application is 100% child-friendly, free to download and easy to use, with no advertising or in-app purchases.

The three interactive books each include voiceovers, subtitles and sound effects that teach children about the personalities and habits of sea creatures, household pets and dinosaurs. The stickers come in packs of ten with six themes including Pet Party, Jurassic Dinos, Metal Mania, Super Sea Creatures, Monster Mash and Holo Heroes. Their interactive wall decals, which can be reapplied numerous times without damaging walls or paint, include a Magical Unicorn, a Majestic Mermaid and a Mighty T-Rex. With a swipe of the screen, kids can watch the unicorn bow and sparkle, the mermaid sing and swim and the T-Rex stomp and roar.

Over the last three years, augmented reality has improved tremendously, as has the hardware to support it and the high-speed networks. Across the globe, purchasing power has increasingly shifted to digitally native millennials, who see emerging technologies such as AR as part of their daily lives. Allowing families the opportunity to explore playtime as a means of learning and preparing children for the digital advancements in their future, not only is the added experience of immersive, tech-based play informative for children, it also provides new creative opportunities that broaden their imaginations.

HoloToyz allows children the opportunity to learn and grow with this same technology but in a child-friendly environment, away from social media. It also allows retailers the opportunity to offer creative, tangible items with a bonus digital experience at a very accessible price.

The HoloToyz range is available to order now. Product launches will be supported by digital marketing and influencer campaigns, as well as in-store digital display screens and demos where required. The HoloToyz range works with a free, 100% child-friendly app, requiring no registration, available to download from the IOS App Store and Google Play Store. The app also allows users to place the characters in their surroundings, move around the 3D creatures and take shareable photos and videos.

To see the full range of products, visit holotoyz.com. For sales enquiries contact sales@holotoyz.com or call +353868600252.

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A WORLD OF PLAY

Sh w off KAP Toys 01635 255725 www.kaptoys.com 2021 will see KAP Toys capitalise on the efforts of the last few years, by bringing even more sustainably profitable winners to the marketplace and sharing them with a broader audience. New products and range expansions are all in the pipeline across numerous categories, including outdoor, arts and crafts and collectibles.

The Kid Made Modern range features arts and crafts products designed to bring joy and colour into a child’s world. Price points range from £9.99 up to £49.99, meaning there is something for every consumer audience. Made with a social conscience, the packaging is often part of the product and nothing goes to waste if it can be avoided. KAP is continuing with the core range from 1st January 2021. Heroes across the range include Confetti Crayons and Rainbow Craft Kits, as well as higher price point Arts & Crafts kits that were especially popular ahead of Christmas 2020.

The IQHK Lego lights range will be relaunched in 2021 with the Star Wars licence. Set to make waves among fans of the popular film franchise, this Lego lights range will feature The Child and Bounty Hunter, as well as introductions of leading Lego Mini Figure characters.

KAP Toys represents Yume Toys for UK & Eire and has celebrated a third sell out year of the Harry Potter Sorting Hat. The company has also increased its investment in support of the Harry Potter Magical Capsules and will introduce new waves of collectibles throughout 2021. Based on repeat sales patterns and the popularity of the licence, the Harry Potter Magical Capsules are being heavily supported with additional marketing and are expected to be a popular addition to any toy offering.

In the ride-on category, KAP is continuing its partnership with Falk, providing JCB Tractors and Excavators. It also has its own development in Clever Trike and some cool innovation in battery powered ride-ons.

Retailers are encouraged to book an appointment with KAP Toys to hear more about the vast range of products it has to offer. Call 01423 368888 or email orders@ kaptoys.com for more information.

Magic Box 01403 251 286 www.magicboxint.com Magic Box Toys has announced the launch of SuperThings Power Machines from 22nd January 2021. Following the Secret Spy Series launch at the beginning of 2020, SuperThings taps into the ever-popular hero vs. villain format and has proved very popular with children.

The new Power Machines theme sees a new Ultra Rare glow in the dark character – Dr Volt - arrive in Kaboom City. The inventor of the Power Machines, Volt’s Team Captains are the two rare gold and six rare silver leaders.

When a riot breaks out in the lab, half of Volt’s force become villains who then escape with several Power Machines. Now kids must continue the battle to save Kaboom City.

Using everyday objects and food as collectible characters, SuperThings Power Machines will see a further 80 blind bag characters join the range, adding to their collectability among fans looking to complete their army. In addition, there will be eight Power Jets to collect.

Offering ultimate combat armour, the eight giant Power Bots have a secret compartment where SuperThings can fight from safely. Each pack includes a SuperThing.

Magic Box has also developed great value-added packs including the blister 4-pack and 10-pack, as well as a Mega Pack and Starter Pack.

Complementing the collectible series will be a toy range designed to enhance the world of SuperThings. Battle Spinners are rip-cord operated spinning capsules which propel SuperThings into battle. There are eight to collect across four characters.

For the ultimate war of the worlds, the Battle Arena Playset will bring together all the characters under one roof to fight it out once and for all. With two exclusive SuperThings and two exclusive battle spinners included with the set, kids can also place their favourite characters into the audience to watch the rip-cord action duels unfold.

The launch of Power Machines will be supported by an extensive marketing and PR campaign, including a 1,500 TVR TV advertising programme, cinema advertising, strong social media presence, and in-store theatre and merchandising options to support retail partners. In addition, a specific YouTube advertising campaign will launch on 22nd January with an expected 3.5m impressions, while commercial partnerships with leading children’s media titles will roll out from February. In addition, new webisodes for the Power Machines series will air on the SuperThings YouTube Channel from launch.

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Sh w off Smart Toys and Games 01903 885669 www.smartgames.eu Known for its unique games with innovative mechanics, Smart Games has a raft of upcoming new spring/summer 2021 launches.

Diamond Quest invites players to enter a diamond mine and dig up jewels. The aim of this game is to discover the location of the red diamond. Players need to use the information offered by the hints and clues in each challenge to help; the deeper they dig, the more their deduction skills will be tested. Diamond Quest is a unique puzzle game featuring 80 challenges, from easy to expert.

Three hungry caterpillars will keep players entertained in Apple Twist, a game requiring flexible thinking. With each caterpillar wanting a piece of the same apple, players will need to bend them into the right shape. Not only are the caterpillars adjustable, the fruity game board can also be twisted. 60 challenges to complete, from easy to expert, will offer Apple Twist players plenty of food for thought.

Pirates Crossfire challenges players to bring the enemy into the line of fire and sink his ships.

Alternatively, they can opt to keep the peace and avoid total war. Pirates Crossfire offers four playing modes and includes 80 challenges (20 in each mode).

New game Cubiq introduces something completely unique to the Smart Toys and Games portfolio - a puzzle, with patterns, in 3D. Players attempt to create 3D patterns with the eight colourful puzzle pieces and their eight white counterparts. Spatial insight, logic and deduction skills will be put to work as they create cubes with a unique colour pattern in each challenge. The transparent tray opens to become the game board.

IQ challenge fans can look forward to two new games in 2021. Firstly, IQ Digits tasks players with placing all the puzzle pieces on the gameboard, while making sure the numbers add up. This unique travel game features 120 challenges, from easy to expert. IQ Circuit, meanwhile, will challenge players to place all the puzzle pieces on the game board to create paths. The game offers 120 challenges across five levels, from Starter to Wizard.

Next year will see more new products from SmartMax, the award-winning magnetic construction brand, as new lines are added to the best-selling My First collection.

My First Acrobats includes six geometric building blocks and three metal balls, each with a different face. Kids ages 18m and over will enjoy creating endless stacking possibilities with the acrobats, as they try to avoid a tumble by keeping them well-balanced. Toddlers can follow the 24 picture challenges, or simply combine all pieces to create impressive acrobatic structures.

All sales enquiries should be sent to uk@smart.be.

VTech 01235 546 810 www.vtech.co.uk New for spring/summer 2021 are new additions to the VTech Baby range that are designed to soothe and promote sensory development, all while entertaining little ones.

My Friend Fawn is a cuddly little friend designed to comfort little ones. The Fawn easily transforms from a soothing blanket to a dummy and teether holder and has a variety of soft fabrics which provide comforting tactile stimulation.

The lightweight design makes it easy for baby to hold and interact with. Pressing Fawn`s light up face triggers three gentle sing-along songs, 25 calming melodies, relaxing nature sounds and loving phrases which soothe little ones, all while promoting sensory and auditory development. The electronic module is removable, allowing My Friend Fawn to be hand washed.

The Snuggle & Cuddle Fox is a cuddly soft fabric fox with lots of character, designed to be a baby’s new best friend. Fox’s soft fabrics and crinkle ears and legs provide comforting tactile and auditory stimulation. Pressing Fox’s light up tummy triggers soothing melodies, calming sing-along songs, relaxing nature sounds and loving phrases that will keep young children calm and aid their sensory and auditory development. Fox is easy for little ones to hold, cuddle and take on the go, which allows baby to be comforted whenever they need it. The Snuggle & Cuddle Fox Includes two sing-along songs and 30 soothing melodies.

The Sort & Discover Car by VTech features shape sorting pieces that trigger responses when inserted correctly. When little ones place the shapes into the car, they will hear the name of the shape, numbers and objects. They can then open the boot to remove the shapes for continuous play or stack the shapes on the roof to see how high they can build them. Pressing the light up button on the roof lets kids hear fun sing-along songs and melodies. The Sort & Discover Car includes three lively sing-along songs and 15 melodies.

Visit www.vtech.co.uk for more information.

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Plenty of fun for 2021!

Over 100,000 Tension games sold in 2020. New titles for 2021 include TV and Sport.

This crazily-addictive music recognition game makes use of your phone!

We all think we remember the good old days... but do we?

Recall the fads, fashions and fun of forgotten decades!

For further information on our great range of games and puzzles, please call Steve Asbey (National Accounts): 07770 651670 or Liz Price (Independents): 07763 053466, or email sales@cheatwell.com

For something a little different! Definitions to wacky words‌ but are they true, false, or the chimp?

www.cheatwell.com

Sh w off Click Distribution 01604 877 888 www.clickdistribution.co.uk Click is kicking off 2021 by welcoming customers to its virtual showroom from 2nd January, where they can view the company’s full line-up in what promises to its most exciting year yet.

Piggy, the first game to emerge from the Roblox platform, has become one of the biggest games on the planet.

Launched at the end of January 2020, Piggy become the fastest game to reach 1b plays in the history of Roblox.

After only five months it was already in the Top 5 most played games of all time on the platform, and when Piggy 2 was released at the end of September, the level of demand crashed the server. Piggy is both cute and highly merchandisable, with a deep and diverse character set, and benefits from huge social engagement.

Click recently launched its first wave of action figures, as well as a plush range and a Bundle Head Piggy Bank containing two exclusive action figures, an exclusive plush character, and other goodies. The Piggy Bank was so popular it sold out in two days. In January, Click has four new lines launching including mini figures, collectible figure packs and construction toys. These will be followed by all-new waves in time for spring. All Piggy products come with exclusive in-game items for fans to unlock.

FGTeeV was one of the highlights of 2020 for Click, which says there is no sign of the property’s popularity slowing down. All-new Microphones and Fart Flingers, as well as highly anticipated construction sets, will launch in 2021.

This year sees the introduction of new girls’ property For Keeps. Equal parts aspirational, inspirational and radiant, the property offers kids a fun and dynamic way to connect with fierce and confident role models. Wave 1 comprises the Fabulous 6. Each comes with a Cupcake Keepsake, with six styles to collect. Each keepsake has a secured top which twists off to reveal notes, affirmations or other important ideas kids might want to share with those they love. For Keeps will be supported by an extensive marketing campaign including YouTube unboxing, TikTok songs and dances, Facebook and Instagram engagement (QR codes and stickers), music, influencers and more.

2021 may be the biggest year ever for Panini’s collectibles. Not only is its entertainment portfolio arguably the strongest it’s ever been, with collections from Disney, Fortnite, Minecraft and more, in sports, the year will see the launch of the Premier League Adrenalyn and Sticker collections, as well as the rescheduled Euro 2020 collections. Many Euro games are taking place in the UK, including all England group games, while the semi-final and final will take place at Wembley.

Click has numerous other properties launching throughout the course of the year, including Bendy & The Dark Revival, Friends, BST AXN, collectible keychains for licences such as Star Wars: The Mandalorian, and plenty more. For further info, email click@clickdistributionuk.com.

Marvin’s Magic 01582849000 www.marvinsmagic.com Spanning more than three decades, Marvin’s Magic has built a reputation as a brand leader for magic worldwide. Marvin Berglas, award winning magician and creator of Marvin’s Magic, is passionate about inspiring the next generation of magicians through innovative and award-winning sets that allow anyone to perform magic tricks easily. Not only do the company’s sets contain high quality props and instructions, but each trick has been selected to be age appropriate, and is guaranteed to amaze and build confidence.

Marvin’s Magic Made Easy range for 6-8 year olds has been updated with a fresh new look and enhanced content, making it an ideal starting range for any budding magician.

New launches include the Deluxe Rabbit & Hat, a sustainable set containing beautiful, wooden components for ages six plus. The set is bright, colourful and easy for young hands to hold, complete with ‘push button’ props for a magical performance.

From initial feedback, Marvin's Magic Showcase, an innovative 3-in-1 magic set, is on track to become one of the top products of 2021. The cleverly designed packaging doubles as a carry case and also turns into a performance stage. There is a hidden backstage area to keep the top-secret props neat and tidy, and ready to be used, with no packaging waste or single use plastic. In addition, the set integrates with the Marvin’s Magic app, where an augmented reality mini-Marvin character will spring to life, perform and become a magical assistant.

Marvin's Ultimate range, for ages eight plus, is a bold and exciting collection incorporating classic magic props with brand new magic concepts and smart tech. Every prop works as a stand-alone trick and can be further enhanced by the use of the Marvin's Magic app. The striking packaging is designed for retailers looking to make an instant impact.

Marvin's Magic will be continuing its successful relationship with Rubik's following the acclaim of its Rubik's Amazing Box of Magic. The special 40th Anniversary keepsake giant Rubik's cube box has won rave reviews and this year, a smaller travel addition will be available, packed full of puzzling magic designed for smaller shelf space.

The Ryan’s World brand will introduce millions of global fans to the world of Marvin's Magic as they learn magic with Ryan and Marvin himself. With more than 30b views and over 25m subscribers, Ryan has a loyal, engaged audience and, in partnership with Marvin's Magic, should help inspire even more young, creative minds.

Marvin’s Magic will showcase its portfolio of products at its virtual magic studio and is taking bookings now. Email TomH@marvinsmagic.co.uk for more information.

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Sh w off Nikko Toys 07966 531 577 www.NikkoToys.com The Nikko Toys range for 2021 will feature over 20 new assortments across its brands, bringing more innovation to the vehicle aisle. Quality, innovation and performance are the cornerstones of the Nikko Brands, and with the latest offerings to come from Nikko RC, Road Rippers, and Machine Makers brands, Nikko Toys is poised to make a huge impact this year. The company will be partnering with Generation Media for a broad-spectrum campaign across all marketing channels throughout the year.

Backed by TV, pre-roll and digital around the world, Nikko RC will be launching seven brand new assortments this year, featuring new designs, powerful performance and showstopping features. From pre-school, to pre-teen and beyond, the Nikko RC range showcases the depth and breadth of the company’s innovations, showing why Nikko continues to remain a top brand for RC enthusiasts. The VaporizR XT takes the best-selling VaporizR line to the next level, with new, tough off-road styling, this behemoth can conquer any terrain, even driving and steering on water. With the Nano Omni X, Nikko takes its award-winning Omni X technology to the limit, with hot new looks and power drifting action.

The company predicts that the brand-new Rock CrushR will be the one to watch this year, with its globally patented auto-expanding wheels and powerful 9.6v lithium batteries.

Road Rippers, a premier brand of light and sound vehicles, has nine new assortments launching this year under the tagline ‘Rev your Imagination’ for the 2021 global media campaign. From wheels that have working animations inside in the Illuminators assortment, to real spinning turbines in the After Burner, the Road Rippers range continues to deliver on the promise of action and excitement, with a best in class ‘Try Me’ feature.

After the global launch and success of the City Service assortment, the latest addition to the Machine Maker range, Nikko Toys is adding even more to the range this year with the brand-new Farm Fleet. The new farm tractor, combine harvester assortment and farm play sets will allow kids to mix and match, build and play and create their own vehicles. Whether a fire tractor or harvest loader, kids can build better with the STEM powered play of the Machine Maker brand.

Nikko has been delivering high quality toy vehicles since 1958. Contact the company (details above) to set up appointments to see the lines and hear about the marketing campaigns for 2021.

Rainbow Designs 01329 227300 www.rainbowdesigns.co.uk Rainbow Designs is kicking off a momentous year, in which the company will celebrate its 50th anniversary, with the launch of several new collections as well as the return of some much-loved brands to the Rainbow family.

The ‘Home of Classic Characters’ is welcoming back the iconic Peanuts brand and the coolest beagle on the planet, Snoopy, to the Rainbow Designs’ family this month. The Everybody Loves Snoopy range features Charles Schulz’s much-loved characters including a huggable Snoopy Soft Toy, a lying-down Snoopy and the Cuddly Snoopy and Woodstock Soft Toy. Set to join the company’s portfolio this February is We’re Going on a Bear Hunt. Launch products will include a soft and cuddly 20cm Bear soft toy and a colourful Wooden Shape Puzzle featuring the animals from the much-loved children’s storybook.

There will also be new additions to the successful Adventures of Paddington toy range for pre-schoolers, which launched last autumn.

The range features a soft Deluxe Paddington Plush, 22cm soft toys of Paddington, wearing either his famous coat and hat or his pyjamas, and collectible Paddington figures with movable arms in outfits from the series. A Play Bus also joins the range, alongside play sets including the Paddington’s Rescue Set, the Abracadabra Magic Pack, and a Multi-Figure Set that features the stars of the show, Jonathon and Pigeonton.

Arriving in January is a series of beautiful new wooden toys that join the popular and much-loved Guess How Much I Love You and Fun with Spot collections.

Colourful new Wooden Shape Puzzles and Wooden Building Blocks, as well as a Spot Wooden Pull-Along and a Guess How Much I Love You Wooden Pull-Along featuring both Large Nutbrown Hare and Little Nutbrown Hare, will keep kids entertained. There will also be a colourful new Spot Wooden Bowling Set and an entertaining Guess How Much I Love You Balancing Toy with printed wooden pieces including Little Nutbrown Hare.

Hitting the big screen in June 2021 is the new Spirit Untamed movie, the new animated stand-alone sequel to the movie Spirit: Stallion of the Cimarron, and the highly successful TV series Spirit: Riding Free. To celebrate the release of the new movie, Rainbow Designs will launch its DreamWorks’ Spirit collection. The range features a collection of beautiful soft toy horses and characters including Spirit, Lucky, Boomerang and Chica Linda.

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Sh w off Dolu 07850 779 797 / 07877 443733 ww.dolu.com Although 2020 was a tough year for many in the toy trade, Dolu welcomed a raft of new customers following appearances at early pre-pandemic trade shows in Hong Kong, London and Nuremberg. Shipments to customers had already landed before the Covid-19 disruption, and the company was also able to deliver substantial repeat orders both during the lockdowns and the times in-between.

As a result, Dolu was able to double its business in the first eight months of 2020, a performance that saw the company achieve its best ever year in the UK market.

Named the largest toy exporter in Turkey for 2019, Dolu now supplies over 80 countries, all of which show similarly strong performances.

December saw Dolu begin production on the new machines in its impressive new factory. Located close to the Bulgarian border, situated on the main route to Europe with easy access to the main ports, the purpose built factory measures 55,000 square metres in total, which includes brand new offices and a 1,000 square metre showroom. This makes the capacity of the new factory five times greater than the current production facility. Over next six months, everything will be moved across from Dolu’s existing factory.

At present, Dolu offers over 250 products from play houses and tractors to study desks and kitchens available in a pink Unicorn theme or unisex colours, both of which have proved exceptionally popular with consumers seeking to give their gardens a consistent aesthetic. Demonstrating the versatility of the product line, the range even includes a pink Unicorn Tractor and Trailer. Spring/summer 2021 welcomes a new Water Table and a 4-in-1 Gardening Table. The latter comes complete with many accessories including a rake and spade, a watering can, five pots and a bucket. The lid will protect the contents of the table from the elements, and also lets kids use it as a desk or play table.

The majority of Dolu’s outdoor lines are delivered in strong brown or white boxes, accompanied by striking colour posters to assist retailers with in-store marketing, particularly handy for those with limited floorspace that don’t have the option to build a display product. The boxes are also ideal for online and direct dispatch.

Alongside quality, service and value, Dolu products offer an attractive proposition compared to Chinese imports without the minimum order quantities and leadtime – especially at present, with large increases in freight costs being reported. Regardless of the outcome of Brexit, as Turkey is situated outside the EU, business will remain the same, whether or not there’s a deal. Customers in Ireland can also benefit from delivery direct to Irish ports.

Finally, while the 2021 selection process is going to be very different to that of last year, those already buying from Dolu can be reassured that prices have been held for the new year.

Please contact Ria or Steve Richardson at SJR Associates for more information - sales@sjr-associates.co.uk.

Rubie’s 01491 826 500 www.rubiesuk.com Even though it can’t physically showcase its upcoming product releases in person, Rubie’s is moving with the times by encouraging customers to book a virtual tour of its permanent Nuremberg showroom in the new year. Private Virtual Showroom viewings with brand specialists will provide buyers with an innovative experiential approach to remotely researching, interacting and placing orders from Rubie’s expansive portfolio of global licensed brands.

The company continues to bring fans all the latest characters from the worlds of Disney, Marvel, Warner Brothers and more. On Marvel, Rubie’s has announced exclusive designs for more action-packed movies including the launch of Black Widow, alongside the introduction of Sheng Chi and a new breed of galactic superheroes in The Eternals.

Hailing from the same studio as Frozen and Moana, Disney’s next big animated movie, Raya and the Last Dragon, has sparked plenty of excitement among fans. The Raya and the Last Dragon costume for children is expected to gain similar traction among kids to that of other recent Disney releases.

Nostalgia is also on its way thanks to Rubie’s new jersey designs for the revamped live action movie Space Jam: A New Legacy, which stars favourite characters from Looney Tunes as well as the basketball star LeBron James. The DC Comics stable will be kicking off the new year with the highly anticipated Wonder Woman 84.

Rubie’s has already released its adult and childrens’ The Mandalorian costumes based on the hit Disney+ series. Just like the show, the costumes have been very popular and demand for the range is high.

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Sh w off Kidicraft 01282 505988 www.kidicraft.com Over the past year Kidicraft has released more than 30 new puzzle designs across various brands such as Harry Potter, DC Batman and Superman, Discovery, Animal Planet and its own new Kidicraft ranges by Howard Robinson and Kevin Walsh.

January 2021 will see the introduction of the new Plush & Puzzle range. These will initially consist of Harry Potter, Hermione Granger, Batman and Superman. These plush characters stand approximately 18cm tall and are nicely packaged with a 300pc Prime 3D Puzzle measuring 46cm x 31cm. More designs are to be released throughout 2021, including Discovery Dinosaurs and the “selfie� animals from Howard Robinson.

Harry Potter 3D Puzzles were first released by Kidicraft in autumn 2019 and continues to be one of its most successful ranges. With 12 designs currently available, the range will expand to 15 from January 2021. The three additions are from the 500pc, 61cm x 46cm collection and feature Voldemort, Harry Potter with Ron Weasley, and Hermione Granger. There is also a Slytherin group puzzle featuring Professor Snape, Bellatrix Lestrange and Draco Malfoy. Now using the new Prime 3D lens, these puzzles have sharp 3D Imagery, offering superb clarity and eye-catching designs.

Available from January 2021, the DC Batman range will see the addition of the 500pc Prime 3D collection, with a collage puzzle image featuring Batman, Robin, The Joker and more. The Superman collection will also see the addition of another popular 500pc Prime 3D Puzzle, depicting the superhero flying between buildings. These puzzles are also made with the new Prime 3D lens to give even greater depth and movement of the image.

Following the success of the Kevin Walsh Nostalgia 1000pc Jigsaw Puzzles, the range has now been extended further. The five new designs include The Village Shop, Down On The Farm, Out In The Country, Caravan Holiday and Titanic Maiden Voyage. These 1000pc puzzles are 70cm x 50cm in size. The range has 15 designs to choose from in total and are available now, with more designs set to launch throughout 2021.

For the first time Kidicraft will be launching a Christmas themed range of 1000pc Jigsaw puzzles as part of the Kevin Walsh Nostalgia range. Each puzzle will be 70cm x 50cm in size and will be available for pre-order, with delivery from the 1st September 2021. Limited quantities will be available for those not wishing to pre-order.

Kidicraft is also introducing a new range of puzzles from the artist Steve Crisp. The initial launch features six designs from the Ye Olde Shoppe brand; including a toy shop, pet shop, cake shop, book shop, greengrocers and a hardware shop. These 70cm x 50m puzzles will be available from February 2021.

Considering the current cancelation of trade exhibitions, Kidicraft will be making sample packs of all new and existing products available. Contact the company by emailing sales@kidicraft.com or call 01282 505988 for further details. A PDF of the new Kidicraft trade catalogue can also be downloaded from the Kidicraft website.

Heathside Trading 01491 826 500 www.heathside.biz Heathside Trading is pleased to announce the launch of several new products for 2021 in its expanding range of retro games and toys.

Following the release of The Only Fools and Horses board game in late 2020, the company welcomes a range of Only Fools and Horses Vinyl Figures featuring all the fan-favourite characters from the much-loved show. A new Dr Who board game also joins the line-up, while several more licensed titles will be released later in 2021.

The Mego action figure line has been a standout success for both specialty and mass retailers. In 2021, several new figures join the range, ensuring a strong line up for the months ahead. These will include characters from Star Trek, Planet of The Apes, classic and current horror titles, and many more.

Ryans World continues to be popular in both Games and Puzzles, and will be joined in the spring by new additions to both categories from popular influencers Love, Diana and Like Nastya.

Influencer and gaming items will also be a spotlight later in 2021, with PewDiePie and Party Animals bolstering the range.

Andrew Smith, previously of Funko, has recently joined the company in a senior sales role and can be reached on 07733 529135 or by emailing andrew@heathside.biz to help with range enquiries.

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Sh w off Thames & Kosmos 01580 713000 www.thamesandkosmos.co.uk Thames & Kosmos has new arrivals in its board game and science kit ranges planned for release in 2021, including the expansion of the ever-popular Exit – The Game series. T&K will be expanding the range with three new titles across various difficulty levels, and will also release two innovative Exit puzzles offering a completely new Escape Room experience, combining the excitement of an Escape Room and the thrill of a puzzle, available from spring 2021. The company will also release an English-language version of its parent company’s best-selling Exit Advent calendar, due to be available in summer 2021, bringing another dimension to its Exit range.

The German versions sold out in record time and were selling at a premium on eBay last year.

Thames & Kosmos’ range of STEM toys for children aged three plus will be bolstered with an expansion of the innovative Creatto range, which lets users make, play and display imaginative light up models, using only two components, allowing children from the age of six let their creativity run wild. The company is also expanding its Robotics range with an innovative new series called Re:Botz; four different build-it-yourself robots, which provide the fun factor while also being educational. A key selling point will be the ability to mix and match the different models.

In its Signature series, T&K will launch a thrilling Roller Coaster Engineering kit, which is suitable for children from the age of eight plus and will reach UK shores in August 2021, ready for the autumn/winter season. Aspiring engineers can build their own working roller coaster model and conduct fun physics experiments, whilst following the step-by-step assembly instructions. Additionally, the company is launching The Massive Erupting Volcano – the biggest volcano kit in its German parent company’s 200-year history.

Tonies www.tonies.com The company has announced a selection of new characters which will join its ever-expanding range of Tonies in February and March.

Tonies is launching the Aladdin Tonie from 11th February 2021. This Tonie tells the timeless Disney tale of Aladdin, who is eager to win the heart of Princess Jasmine. Kids can sing-along to popular songs from the film, including ‘Friend Like Me’, ‘Prince Ali’, ‘One Jump Ahead’ and more.

Also launching on the same date is the Miffy Tonie, which brings to life the white bunny from Dick Bruna’s iconic picture books. Kids can immerse themselves in story time, as Miffy and her friends embark on 10 adventures where they learn to cope in even the trickiest of situations.

Rounding off the February line-up is the Peter Rabbit Collection Tonie, showcasing Beatrix Potter’s most famous tales that have delighted British households for decades, including The Tale of Peter Rabbit, The Tale of Benjamin Bunny, The Tale of Mr Tod and The Tale of The Flopsy Bunnies.

From 11th March, an In The Night Garden Tonie will bring to life the adventures of Igglepiggle, Upsy Daisy and friends as they go on a journey through the Night Garden, with songs and stories to help children drift off to sleep.

Also aiding a peaceful slumber are the Nap Time Nature Sounds and the Nap Time White Noise Tonies. The former sets the scene of a tranquil forest at dusk, helping kids gently fall asleep as they become immersed in the calming sounds of the natural world, whilst the Nap Time White Noise Tonie will soothe little ears with continuous background sound.

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Sh w off Tomy 01392 281927 www.tomy.com Tomy’s Ricky Zoom range is set to welcome a raft of new toys and play sets for 2021. Products include Maxwell’s Transforming Trailer, the Wind and Launch assortment, Fix it DJ! and Super Rev Loop.

A key Ricky Zoom launch for 2021 is Maxwell’s Transforming Trailer.

Available in March, the product lets fans of the hit pre-school show convert Maxwell’s trailer into a mobile repair station. The set includes Maxwell and Ricky bikes, along with six interactive features. Once playtime is over, the station can be closed back up, ready for Maxwell to tow away.

Also new for Q1 is the Ricky Zoom Wind and Launch assortment.

Easy to use, kids simply place a figure into the launch pod, wind it up and set it down. The launcher then sends the bike racing away. Feature toys Fix it DJ! and Super Rev Loop also join the range as 7” figures. Super Rev Loop features expertly designed tyres so he can stand upright, and his front wheels are articulated so kids can steer him left or right. The Fix it DJ! Figure, meanwhile, comes with a screwdriver and socket wrench that kids can use to take him apart and put him together again. The screwdriver attaches to DJ and the socket wrench is stored easily underneath him.

Toomies is launching two new products – the 2-in-1 Transforming Tractor and the Stacker Decker Bus. The Stacker Decker Bus can grow into a double-decker, a tripledecker or even a double-double-decker, made up of four colourful floors. Included with the Stacker Decker Bus is a friendly conductor, and pressing down on his head makes him cheep. Perfect for babies 12 months, the toy grows with the child as they develop fine motor skills. The 2-in-1 Transforming Tractor is brightly coloured and transforms from truck to tractor with a mix & match ability.

Spring/summer 2021 will see the launch of the Lamaze Garden collection. Having already been received positively at retail, this collection includes five products; Candy the Carrott, Bea the Banana, Bitty Bug Book, Archer the Apple and Olive the Orange. Each product ties into healthy eating patterns for both parents and babies. Multiple textures and sounds will engage babies, and some of the products have hidden surprises too.

In 2021, Britains will celebrate its 100th year anniversary after its very first farming toy with the launch of new models, the International Harvester 1066 and the Case IH 4894. Launching in February, the two models are a nostalgic addition to the range. From 2nd January, Britains has secured a new licence with Claas by introducing the Xerion 5000.

For little ones wanting to add to their growing farm collection, the John Deere Build-A-Buddy Range is the perfect addition. The range includes Build-A-Buddy Johnny, Build-A-Buddy Bonnie and Build-A-Buddy Corey. Each character has interchangeable parts that can be used on each vehicle encouraging creativity and imagination.

From adding a corn head to Johnny Tractor or a tractor front to Corey Combine, the possibilities are endless.

Chengzhen International (852) 2312 0610 www.msztoys.com Chengzhen is a Hong Kong-based die-cast manufacturer that specialises in the production of officially licensed model cars. With its production headquarters located in Shantou, China, Chengzhen benefits from two manufacturing plants and more than 1,500 staff. From product development and manufacturing starting with 3D drawings, prototypes, mould tooling and mass production - to the final finished goods, the entire one-stop process is carried out under the highest levels of quality control.

Over the years, Chengzhen has been manufacturing model car replicas under its ownbrand MSZ (Metal Speed Zone) label. The brand enjoys close cooperation with more than 30 iconic vehicle manufacturers, from worldwide prestigious car makers including Lamborghini, Porsche and Audi, to legendary British marques such as Bentley, Land Rover and Jaguar. The resulting range of products covers a range of scales, with cars, motorcycles, trucks and construction vehicles available in 1:24, 1:32, 1:43 and 1:64.

The 1:32 scale of models is the most successful, marking a significant step change beyond the traditional but basic features of most die-cast collections. Enhancing the basic licensed metal car are lights and sounds features; when kids open the vehicle’s doors, or press it while using the pull-back function, the headlights and taillights will turn on, along with realistic engine or horn sounds. These additional features inject more play value into every model, bringing the vehicles to life.

The highly detailed 1:43 scale line is another best-seller for Chengzhen. Complete with opening doors and pull-back functions, this range allows kids to collect their favourite vehicles from nearly 80 different makes. Included in the range are exotic supercars like the McLaren P1, luxury SUVs like the Mercedes Benz G350d, or iconic passenger cars like the like Toyota Camry.

Chengzhen recently launched a new series within the MSZ brand. Speed Metal models retain the light and sound functions and die-cast metal moulding, but come at an even more competitive price. Each licensed vehicle within the series is approximately 5.5” in length. Speed Metal will be Chengzhen’s key product range for year 2021.

Behind the scenes, the company continues to drive forward the die-cast vehicle category with constant creativity and well-known licences. Chengzhen is keen to work with current and new customers and welcomes enquiries from importers or retailers to Sam Chung - sales09@caipotoys.com. The company is also participating in Spielwarenmesse’s digital product preview, BrandNew.

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Sh w off Theo Klein (+49) 6345 4080 www.klein-toys.com New from Theo Klein for 2021 is the John Deere Farm - Sand and Water Play Table 2-in-1. The sand and water play table offers endless play possibilities for farmers young and old alike. The two large basins can be connected and separated by two bulkheads, and can be filled with either water or sand for engaging, hands-on outdoor play.

An excavator, combine harvester and a John Deere tractor offer everything kids need for growing real plants or delicious herbs in the small planting area. Plants can also be grown in the feeding trough, meaning that the three little cows that come with the play table always have some fresh feed to enjoy. There’s a silo with a water pipe which will allow young farmers to water the planting area at the trough. The pipe also makes washing the cows, tractor and combine harvester simple and quick after a day of play.

Alongside the play potential, the John Deere Farm - Sand and Water Play Table 2-in-1 stimulates motor skills and creativity, and helps kids develop a love of animals and nature.

Theo Klein offers a wide range of other toys for children, including outdoor toys, dolls, role-play items, toy kitchens, shopping articles, tools and parking garages. It also produces a wide variety of make-up and hairstyling heads, in a range of different sizes and with numerous accessories for kids to enjoy.

Each styling head has its own name. With Emma, kids can brush up on their hairstyling as well as their makeup skills. The 33cm-high head comes complete with a selection of accessories to enhance the play experience, including a brush and comb, a set of pearls, seven hair clips, two hair barrettes, eight decorative pins, a sticker sheet, styling tips and a heart-shaped cosmetic box containing dermatologically tested lip gloss, eye shadow and blush. The hair and face can be washed safely time and again, ready for a new style.

The new make-up and hairstyling head Mariella will offer an on-trend mermaid styling experience. In addition, the hairstyling and make-up heads from Theo Klein’s Princess Coralie line can be combined with other Theo Klein beauty and styling products, such as the Braun hairdressing set.

Readers are invited to request a catalogue, which details Klein’s complete range.

Amaroni 01205 260 384 www.amaroni.com Haba’s 3D arranging game, Tangram Cube, is one of the company’s newest additions for ages two plus. Featuring a selection of multi-coloured wooden tiles shaped in the basic form of a tangram, diverse geometric figures can be achieved via skilful arranging and stacking. Junior artists can experiment freely with many possible variations, by creating their own designs or by following the illustrations provided. Contents include 10 double-sided cards showing suggested combinations and 21 colourful wooden blocks, all made in Germany.

The game is robust and stable, lightweight and easy to grasp thanks to its natural wooden material, which can be safely explored with hands and mouth.

The Haba world of Little Friends is growing all the time and the company is launching a new storage box in Q1 2021. This zoo-themed play world and storage box combination comes complete with zookeeper and animals, including a giraffe, tiger and lion cub and has room to accommodate more Little Friends dolls and animals. Thanks to its ingenious design, the easily transportable storage box conveniently doubles up as an a flexible play backdrop. The set has side handles for easy transport and an easy open and close design; it helps children practise their fine motor skills as well as developing their imagination and creativity.

The My Very First Games series by Haba combines play, fun and early development as children aged two plus watch and comprehend, play and learn, try things and experiment. The latest game in the My Very First Games series – Rhino Hero Junior – is a co-operative matching and stacking game for 1 - 4 little heroes, aged two years and above. With three different games options, children will practise their fine motor skills, eye-hand coordination, the understanding of gravity and basic counting.

In free play, children can stack one or more towers and climb the individual floors with the two heroic figures, while in the matching game and the two stacking games, children are introduced to the first principles of play according to easily understandable rules. They are encouraged to wait their turn and follow the rules of the game, learning to play co-operatively and work towards a shared goal together.

Haba has been successfully designing and manufacturing toys and games for over 80 years. The design department prides itself on producing well thought out, appealingly designed games with simple yet stimulating rules. The wide selection of My Very First Games has been created through a carefully blended collaboration of talented skill sets between games editors and authors along with educationalists and illustrators.

In all of the games, teamwork is reinforced and encouraged, but ultimately, the game is all about having fun. Learning takes place incidentally and without any conscious effort. The My Very First Games series sets out to offer rules that are easy to follow with a variety of additional hints and tips. Depending on the game, the degree of difficulty may be increased, or a variety of game options may be given.

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Sh w off MV Sports 01217 488 000 www.mvsports.co.uk MV sports has an array of wheeled and outdoor toys across both own branded and licensed categories. Within its licensed portfolio, it has a wide variety of properties including Peppa Pig, Paw Patrol, Disney Princess, Batman, Spiderman and Frozen II. In 2021, MV will be expanding its licensed portfolio with the addition of eight new licences. In pre-school, new additions include Blue’s Clues and You, Kindi Kids, Baby Shark, Marvel Superheroes, DC Friends and CoComelon. The Baby Shark range will be expanded to also include inflatables. Popular with older girls, the Kindi Kids licence joins the line-up along with superheroes, The Eternals. The company is also introducing a new premium range of Banksy-themed stunt scooters.

Paw Patrol and Disney Princess will boast a refresh in design for 2021, with new colours and character artwork. Also new to the range are the Switch-it Tri-scooters and bikes, featuring four characters; the character plaques can be simply clipped on to the tri-scooter.

In 2021 MV’s Barbie range will enjoy a makeover and will be joined by a mermaid Barbie range, featuring reversible sequins, glitter deck and a mermaid shape Barbie holder so kids can scoot with their favourite Barbie on board.

For older riders, Batman and Spiderman remain strong properties, with Nerf also seeing encouraging growth. For 2021, MV has expended its Nerf category with a Nerf Assault o-kart, featuring two blasters and ten darts integrated into a removable front fairing wrap. There is also a 16” BMX style bike with the same configuration integrated into a frame wrap.

Following a successful first year, premium wheeled range uMoVe will be expanding to include sparkle, neon, floral and fashion finishes, whilst extending into new categories such as ride-ons, balance bikes, skates and lithium scooters; all incorporating premium componentry and eye catching designs.

MV’s fast growing e-scooter brand, Li-Fe, has a successful year of sales already under its belt.

With an expanded range of kids and adult commuter models, the lithium range offers an eco-friendly form of transport in a lightweight, compact, on-trend format. The use of lithium ion (Li-Fe) batteries provide long range potential off a single charge, whilst the battery delivers immediate torque straight to the wheels for maximum acceleration and a smooth ride. Large wheels ensure that the Li-Fe scooters can handle bumps in the road and each model is tested and conformant to the latest safety legislation.

Hedstrom offers a co-ordinated range of quality metal play equipment including slides, swings, trampolines and multiplays. New category innovation has been well received this year in the form of the range’s unique 3-in-1 Swing with a comfort moulded seat, which converts easily into three different configurations as the child grows. There is also expansion into wooden play, with sustainably sourced wooden sandpits, ball pits and water tables.

With the Euros looming, now is a good time to stock up on best-sellers across the Kickmaster range of goals and football sets, such as the Close, Control Trainer, Quick Up Goals and Premier Goal sets. New to the range is the Quick Pitch concept and the new four-way Football Tennis Set.

Ywow Games +852 6793 9331 www.ywowgames.com Ywow Games kicked off the spring/summer season last year with its global brand, Mini Puzzles. Having locked in both Kellogg’s and Pringles licences, the company proceeded to see overwhelming results from markets all around the world.

Building on the success of this brand of innovative collectible puzzles, the team has also developed a line of teen/adult puzzles, called SuperSized Puzzles. This brand will be made up of impossible puzzles and vintage puzzles, with higher piece counts to appeal to an older age group.

In spring, Ywow Games made a promise to lock in over 15 licences by the end of the 2020, and the company has stayed on track despite difficult circumstances throughout 2020. It is also helping to revolutionise the puzzle industry with innovative packaging and dedication to environmental sustainability.

Ywow Games is working to solidify its foundation in Board Games and Action Games for a global launch. The company ventured into the Board Games category with its contemporary game Go Master YouTubers Edition, which has been a success across Europe. The latest in the company’s series of vibrant board games is role-play party game Mad News.

Mad News targets teens and adults as players, with additional expansion packs available to completely transform the theme of the game. Players take on the role of an intrepid reporter looking for the most bizarre news headline.

They take turns rolling the die and drawing cards from six different categories: Who? What? Where? Who to? What with? and Why? Eventually, players end up with a news headline which they can report to their opponents once they land on their Breaking News tile. Players should also watch out for special tiles that give them an extra challenge to take on while telling their story. The most convincing news reporter gets the most gold medals and becomes the champion.

The launch of Mad News will be supported by worldwide social media marketing campaigns as well as creative TV commercials. Influencers in over 30 markets will be activated and there are large-scale promotional activities lined up with global media sources.

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g n i t i c x E 2021

e d u l c in o t s e g n a Product R

Toys, Collectibles, Board Games, Puzzles and so muc h more!

For sales enquiries: max@heathside.biz 01282 775 778

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Sh w off Mookie 01525 722769 www.mookie.co.uk Following a successful 2020, Mookie Toys is looking forward to another positive year with the development and release of showstopping games, creative arts and crafts lines and outdoor products.

In 2021, Swingball will be getting a sleek, brand new look, featuring a new and improved All Surface Base in an all-new colour line up. Improvements have also been made to the product in order to improve performance and make it easier to merchandise in store.

2021 will see the Explorer Blue Climbing Frame joining the TP Toys range, with new pattern plays as well as the introduction of a new, premium Black Edition with additional features. Little one that love to play outdoors can also enjoy the new TP Treehouse Wooden Play Tower, which includes a variety of extensions to make this treehouse the ultimate play zone. Finally, TP Toys is launching an innovative real working sink that incorporates water play into some of its bestselling products.

After the success of Break the Board last year, Mookie is launching more new games from Yulu. Axtreme is an adrenalin high, interactive axe throwing game with lightweight flexible axes and a unique electronic target. The game will be supported by a strong media campaign including TV, YouTube and social.

Another new release is Buzzer Beater, where players have to beat the buzzer.

Inspired by TikTok challenges, the buzzer brings a competitive aspect to the game with a vertical spinner to give a real-life game show effect. This new release will be supported by social media and influencer campaigns.

Mookie’s partnership with robotics experts Silverlit is still going strong. 2020 saw the release of Robo Kombat Balloon Puncher, extending the evergreen Robo Kombat range. For 2021, Exost will be making its mark with a strong branding strategy, focusing on a multi-product digital campaign, supported with hero line Xmoke - a remote control car with smoke coming out of its exhaust. Also available is BioPods - robotic creatures in pods that kids can build up and watch move. There are multiple mini Biopods to collect, as well as the epic BioPod In Motion, a build your own robot dinosaur with gesture control and sound effects. Mookie will have a strong TV plan to support the new Biopods range.

Mookie’s brand, Tybo, a mess free solution to tie-dye is the perfect way for kids to get involved in the growing trend. The Tybo Design Studio was a sell-out line in the UK last year and after successfully launching in the US, Tybo has now gone global. The range has two new products launching this year; Tybo Dip Studio and Tybo XL, which will be supported with a strong TV campaign throughout the year. Another new arts and crafts line for this year that will enjoy TV support is Jelly Sand, inspired by quick and easy play patterns with an end product that looks great every time. Kids simply add the face, layer the coloured sand, dip into water and watch their creation come to life.

Beehive Toys 01460 241800 www.beehivetoyfactory.co.uk Beehive Toys has built up an excellent reputation thanks to the hard work, drive and ambition of its team. During the events of 2020, Beehive’s wide range of categories allowed it to fulfil orders of everything from educational toys for use in the home, to bikes and ride-ons to enjoy while outside of it. A very busy summer and an even busier Christmas made 2020 a very successful year for Beehive, which is carrying that momentum through to this year with many plans in the pipeline for both product development and retail partnerships.

Beehive is expanding its range of the very popular 16” Vintage Bicycles.

Originally only available in blue, the company will soon be offering a pink version as well as a Beehive-themed yellow one. Each charming and hardwearing bike is supplied with optional stabilisers and manufactured to a high standard, with a lightweight aluminium frame and a stylish vintage retro design.

Beehive’s Alpaca Rocker was one of its best-selling Christmas toys for 2020.

The on-trend design, soft plush ‘wool’ and adorable plush face, in neutral colour tones complemented by an authentic blanket, make this rocker just as appealing as a piece of home furniture as it is as a ride-on toy for a child.

During the pandemic, Beehive has recognised an increase in new start-ups looking to open trade seller accounts, leading to the company’s decision to push the trade side of its business. This year, Beehive will be reaching out to potential retailers across the country and providing them with the opportunity to stock its toy range.

Change will also be seen internally from the 1st January, as operations director and co-founder Toby Horne is appointed to the position of managing director. Richard Stone will remain as chairman of Beehive Toys.

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Sh w off Cheatwell 02392 524098 www.cheatwell.com Cheatwell’s best-selling game Tension, in which players try to name 10 items in a fun category, was a hit during 2020 with over 90,000 units sold, plus stand-alone Extension editions. A raft of new editions come to market in 2021. Covering everything from travel show titles and Eastenders families, to Bake Off winners and Doctor Who actors, the Tension: TV Edition extension is great fun for TV addicts and box-set buffs alike. The Sport extension tasks players to name 10 things from the world of sports; Olympic running events, England football managers, boxing legends and sports beginning with ‘S’ all feature, making this an ideal gift for the committed armchair pundit.

Spot the Intro, one of Cheatwell’s best-sellers from previous years, has been brought up to date for this year. Making use of players’ preferred music streaming providers, Spot the Intro challenges participants to name tip-of the-tongue tunes using just a snippet of a song. Hugely entertaining and highly competitive, Spot the Intro features all the hits from the sixties right through to 2010, and much more.

Cheatwell has secured the rights to one of the best-loved games of the 20th century. Packed with over 400 puzzles, brainteasers, and trick questions, MindTrap is guaranteed to give players’ brains a thorough mental work-out, as they discover it is not what they know but how they think that counts.

The younger generation can look forward to two fun new games from Cheatwell. The Birthday Wishes board game is certain to get any party started, as kids try to blow out their candles, whilst Treasure Hunt will keep players both entertained and occupied at they follow the clues to find the hidden booty.

Cheatwell’s successful range of value-for-money card games is to be strengthened with four great new titles; Snap Fit, Flipsy, Hand Jive and Dino Dash.

Chimp! is a pick-up-and-play-anywhere game of truth or bluff suitable for all ages. The definitions of wacky words are read out one by one. Players then decide whether the definition they have heard is true, false or the Chimp - a dastardly deception by one of the other players.

Another Cheatwell success story from 2020 was the collectible World’s Smallest Jigsaw series. These impressive 1,000-piece puzzles are just A3 in size once finished, making them a challenge for even the most experienced puzzlers. This year sees 10 new images introduced to the range.

The Engenius Contraptions Double-Sided Marble Run, winner of the prestigious Gift of the Year award, is joined by the 7 Trampette Bounce Edition and the Helix Spiral for 2021. These flat-packed, put-it-together-yourself marble runs are a puzzle to assemble but a delight to see in action. Powered by an electric motor, the marbles rise to the top of a lift before descending in an entertaining and mesmerising manner.

Cheatwell is committed to helping its customers during these challenging times with attractive offers on credit and carriage paid available. Readers are advised to call for details, or email info@cheatwell.com.

Ravensburger 01869 363 830 www.ravensburger.com Building on the successful launch of GraviTrax Pro, there are several new adrenaline-fuelled GraviTrax additions for 2021 including bigger, even more impressive sets, as well as add-ons which will thrill existing fans and attract new ones. An innovative and engaging advertising creative campaign is also set to roll out, which will showcase this dynamic range at its very best.

A raft of new puzzles will join the children’s jigsaw portfolio, many of which have been commissioned

by Ravensburger’s UK-based product development team. Leading licences such as Gigantosaurus, Super Mario, Bluey, CoComelon and Baby Shark join the company’s line up, as well as puzzles celebrating movies such as Minions: The Rise of Gru, Disney’s Raya & The Last Dragon, and Paw Patrol: The Movie.

Ravensburger’s generic children’s puzzles have seen strong growth, especially on My First Puzzles.

This range is an excellent introduction to puzzles and features themes highlighted in the Department of Education’s Early Years Foundation Stage guidelines.

Ravensburger’s adult puzzle portfolio goes from strength to strength, with the company maintaining the No. 1 spot (NPD Jan-Oct 2020, £ value). Highlights for 2021 include new 99-piece Puzzle Moments, which offer an entry point for those new to the pastime or a handy time-out for seasoned puzzlers. Other introductions include scenes from favourite artists including Aimee Stewart and Matt Sewell, plus special commissions from British artists Rebecca McCullogh and Veronique Oodian. Adding a new dimension to puzzling and riddle solving are Ravensburger’s new Escape Puzzles, which feature themed challenges and offer a great way to puzzle with friends. The company will continue to drive its Positively Puzzling campaign throughout the year.

Following the impressive growth demonstrated in 2020, Ravensburger’s market-leading 3D puzzle range will benefit from new additions during 2021. Last year saw the launch of the Lamborghini Huracan, one of Ravensburger’s most successful 3D puzzle launches to date. There will also be a spotlight on the supercar fleet, and new impressive buildings will launch too. A packaging refresh across the range has delivered a new look and strong standout, with clear product benefit communication.

Spring welcomes 3D Minions puzzles and eye-catching generic 3D puzzles.

Momentum in the games category continues to grow, and Ravensburger is set to continue growing along with it throughout the coming year, thanks to a strong portfolio covering licensed, family and immersive games. The Classics collection and some new strong additions including the hilarious Upsidedown Challenge Game will be a focus, alongside licensed games for Minions: The Rise of Gru and Disney’s Raya & The Last Dragon. Evergreen game Mini Memory welcomes new licences to the range, including Disney Classic, Marvel Super Heroes and Star Wars The Mandalorian.

Brio World Smart Tech Sound innovation delivered plenty of innovation in 2020. There is more to come in 2021, including a Steam Train with real working steam effects and cute pocket money trains too. Brio will be supported throughout the year with a heavyweight marketing programme showcasing classic and new introductions alike.

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Virtual showroom guide Alpha Group UK

Asmodee (AsmoFair)

01293 804 599 www.alphatoysuk.com

01420 593 593 www.asmodee.co.uk

Dates: Open from 1st December 2020 To book: Contact Stewart MiddletonStewart@alpha-animation.com

Dates: 17th-23rd January 2021

Big Potato

Bladez Toyz

07472 824 526 www.bigpotato.co.uk

02392 658 255 www.bladeztoyz.co.uk

Date: Virtual previews are taking place throughout early 2021

Dates: 4th-22nd January

To book: Visit asmofair.co.uk

To Book: Email kerry@bigpotato.co.uk

To book: Email Jess Jackson Jess@bladeztoyz.co.uk

Brainstorm

Canal

01200 445113 www.brainstormltd.co.uk

01904 379 123 www.Canaltoys.com

Date: 7th January-12th February 2021 Date: Early 2021

To book: Email sales@brainstormltd.co.uk or call the office on 01200 445113.

Alternatively readers can organise a meeting with their local agent or direct contact at Brainstorm.

Click Distribution 01604 877 888 www.clickdistribution.co.uk Date: 2nd January 2021 onwards To book: To book an appointment throug out 2021, email Luke or Lewi Hiller luke@clickdistributionuk.com / lewi@clickdistributionuk.com

To Book: Booking is open now, simply email enquiries@canaltoys.uk

Coiledspring (AsmoFair) 020 3301 1160 www.coiledspring.co.uk Date: 17th-23rd January 2021 To book: Visit asmofair.co.uk or email or contact sales@coiledspring.co.uk

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Now distributing

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Contact Us @:sales@toynamics.co.uk |T: +44 (0) 116 4785230 |Web: www.toynamics.co.uk Unit 10, Kibworth Business Park, Kibworth Harcourt, Leics, LE8 0EX, UK

Craft Buddy

Desi Doll Company

0203 417 6565 www.craftbuddyltd.co.uk

07769 694 655 www.desidollcompany.com

Dates: Open from 2nd February

Dates: Throughout January

To book: Email Dan Ward, head of sales trade@craftbuddyltd.co.uk.

To book: Email fozia@desidollcompany.com

DKL-Beysal

Flair

01604 678 780 www.dkl.co.uk

020 8643 0320 www.flairplc.co.uk

Dates: Monday 11th January-Friday 15th January

Date: The relevant sales person/agent is available for an online preview from now.

To book: Contact Gary Cockerell - gcockerell@dklbeysal.uk / 07484 661778 or Sharon Gaskin sgaskin@dkl-beysal.uk / 07376 605280

To Book: An online preview can be booked by getting in touch with your account manager or Flair sales agent, or by emailing the team on sales@flairplc.co.uk.

Funko

Geemac

020 3376 3223 www.funko.com

01604 401 719 sales@geemac.biz

Dates: January 2021

Dates: Open from 4th January 2021

To book: Email virtualtour@funko.com to book an appointment

To book: Call 01604 401719 or email sales@geemac.biz

Gibsons

Golden Bear

020 8661 8866 www.gibsonsgames.co.uk

01952 608 308 www.goldenbeartoys.com

Date: 1st-5th February 2021

Date: From 4th January 2021

To book: Visit www.gibsonsgames.co.uk/pages/ trade and fill out a booking form, or email show@gibsonsgames.co.uk.

To Book: Appointments can be made by emailing customerservices@GoldenBearToys.co.uk or registering on the booking portal via www.goldenbeartoys.com/virtualtoyfairsignup

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Hauck

HoloToyz

07770 608 858 www.hauckuk.com

01937 586 218 www.holotoyz.com

Dates: Open from 1st December 2020

Date: 18th-22nd January 2021

To book: Email Malcolm Cook malcolm@mc-international.co.uk

To book: Contact Declan asales@holotoyz.com to request an appointment

Hornby

HTI

01843 233 500 www.hornby.com

01253 778 888 www.htigroup.co.uk

Dates: 5th – 9th January 2021

Dates: 1st January onwards

To book: Email toys@hornby.com or call the number above, dialling ext. 3655

To book: Contact HTI’s sales team on saless@htigroup.co.uk

John Adams

Klein Toys 07817 295 268 www.klein-toys.com

01480 414 361 www.johnadams.co.uk

Date: Open from 2nd January 2021 To book: Readers are advised to contact their local representative -

Dates: primarily 18th-22nd January, but appointments can also be booked either side of this week To book: Contact Karen Sutcliffe - Karen@johnadams.co.uk

• • • • • • •

Sina Stärz - s.stärz@klein-toys.com Barry Smith - bsmithagencies@gmail.com - Ireland & Northern Ireland Sylvia Jukes - sjukes2@btinternet.com - West of England Karen Tank - ktank31542@aol.com - South & South West of England Graham Crawford - Graham.Crawford@dorel.eu - North of England & Scotland David Neale - david@ckagencies.co.uk - East & South East of England Craig Kidd - craig@ckagencies.co.uk - East & South East of England

Learning Resources

Marvin’s Magic

01553 762276 www.learning-resources.co.uk

01582 849 000

www.marvinsmagic.com

Date: Marvin’s Magic Virtual Magic Studio will be open from January 2021, Monday - Friday between 9am - 5.30pm

Dates: January to March 2021 To book: Contact sales@learning-resources.co.uk or call 01553 819380

To vbook: Contact Tom Hudson via email TomH@marvinsmagic.co.uk or call 01582849000 to book an appointment

Toy World 284

Nikko

Orchard Toys

07966 531 577 www.NikkoToys.com

01953 423 422 www.orchardtoys.com

Date: From 3rd January 2021 onwards, Nikko Toys will be open and available to take customers through digital walkthroughs of its range on the platform of their choice.

Date: 12th-22nd January 2021

To book: Appointments can be booked by contacting Michael Angel at Michael.Angel@nikkotoys.com or by phone on 07966 531 577.

To book: Book an appointment at www.orchardtoyfair.com or contact your sales account manager

Playmobil

Posh Paws

01268 548 111 www.playmobil.co.uk

01268 567 317

Dates: 1st January 2021 onwards

Dates: All year round.

To book: Buyers can make appointments with their territory managers now to see digital presentations including videos of the ranges.

To book: Contact Posh Paws directly sales@poshpawsinternational.co.uk

Rainbow Designs

Redlands Distribution

www.poshpawsinternational.co.uk

01329 227 300 www.rainbowdesigns.co.uk

01452 750 915 www.redlandsdistribution.com

Dates: 18th January to 12th February

Dates: Open from 4th January 2021

To book: Contact your sales rep direct or email sales@rainbowdesigns.com

To book: Email Mark Handley – mark.handley@redlandsdistribution.com

Rubie’s

Schleich

08453 070 707 www.rubiesuk.com

01279 870 000 www.schleich-s.com/en

Date: Nuremberg virtual showcases taking place between 25th-29th January

Date: Virtual Showroom ‘open’ for the month of February 1st - 28th

To book: Send an email to register your interest to 2021previews@rubiesuk.com.

Rubie’s will be once again broadcasting live from its state-of-the-art Nuremberg showroom. The company advises anyone interested to book early for a tour of its extensive licensed ranges, exclusive reveals, and benefit from one-to-ones with its expert advisors.

To Book: Buyers can book an appointment by emailing Paul Bulger on paul.bulger@schleich-s.co.uk

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Introducing Dodo.

A wonderful collection of puzzles, games and activities for children from 18 months to 8 years.

E PEOPL LITTLE Y L E IV PPY L FOR HA

Distributed exclusively in the UK and Ireland by Halilit

T: 01254 872454

www.halilit.co.uk

SES Creative

Tactic Games

01304 746 030 www.ses-creative.com

07970 779 842 www.tactic.net Date: Open from February 1st

Date: Weekdays between 9am-5pm from 25th January To book: Contact Damien Collett via email on dcollett@ses-creative.co.uk.

The Noble Collection

Thames & Kosmos 01580 713 000 www.thamesandkosmos.co.uk Date: Thames & Kosmos’ virtual showroom will be open from 15th January until 31st March 2021 which will enable customers to browse the company’s 2021 offerings at their leisure.

Additionally, Thames & Kosmos is offering zoom meetings throughout January.

Book: To book a zoom meeting or a one-hour slot for the virtual showroom, contact Jo Drage at jo@thamesandkosmos.co.uk.

Look out for the 2021 virtual catalogues or request a printed copy by contacting one of the team.

Tomy 01392 281 927

To book Email UK sales manager Phil O’Nion – phil@tacticgames.co.uk.

020 7580 4442

www.noblecollection.co.uk

Dates: 1st January onwards To book: Email wholesale.uk@noblecollection.com

Toynamics UK & Ireland

www.tomy.com

0116 478 5230 www.toynamics.co.uk

Dates: 18th - 22nd January 2021 To book: Tomy’s national account managers and field sales agents will get in touch directly with their customers, but Sarah Werrell will be the main point of contact for any queries Sarah.Werrell@tomy.com.

Dates: Virtual showroom open throughout 2021 To book: Contact sales@toynamics.co.uk or your sales rep

Waboba

Wilton Bradley

(46) 735 016 584 www.waboba.com Website: www.virtual.waboba.com

01626 835 400 www.wiltonbradley.com

Dates: Open from 1st January 2021 To book: Visit the website to fill out a contact form, request a catalogue, sample kit, virtual meeting and more.

Contact: Jonatan Olander - jonatan@waboba.com.

Date: Monday to Friday 9.00am – 5.00pm from 4th January 2021 To book: Phone the sales department on 01626 835400

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01903 885669

uk@smart.be

www.smart.be

touchingbase

Virtual Showroom

You are

invited

Toy World caught up with suppliers that have been making inventive arrangements to present their new ranges over the traditional preview and trade fair season. Here, they share the multitude of ways they will showcase product and engage with retailers in these unusual times.

Mary Wood

Ross Bradley

General manager UK & Ireland, Tomy For spring/summer 2021 previews, we shared prerecorded brand presentations with buyers over Zoom, followed up by a conversation, but for autumn/winter 2021 previews we’ve been running interactive PowerPoint presentations. The feedback received about these has been excellent. When time is tight, buyers don’t want to hear too much marketing stuff; they want to focus on those brands most relevant to them. We seem to have found the right balance between the two parts of the presentation.

The big miss currently – which I’m sure is a challenge faced by most companies - is finding a way to preview physical products when we have only one or two prototypes that have to be shared across multiple counties. For this reason, we are running ‘live’ product demonstrations from Monday 18th to Friday 22nd January 2021 from our Weybridge office, using outside expertise to help us from a technical side. Meetings will be via Zoom so the account manager and brand manager can demo products as well as showing TVCs. Thorough planning, preparation and rehearsal will be the key to success.

Buyers’ time is precious, and even more limited than in recent years as businesses have contracted numbers of staff. With this in mind, we will only share new and pertinent information with a focus on product demonstrations.

Sales director, Wilton Bradley We are offering live video conference presentations from the Wilton Bradley showroom, allowing buyers to meet their salesman from the comfort of their own home as they review the products and ask questions live. We can then send photoquotes of the selected lines and samples, when required.

We have also created new recorded video presentations for every new product, which customers can watch at their own convenience. The videos were created by the Wilton Bradley buying team; in each, the team shares its extensive knowledge and explains the specifications of each product line.

Whilst we are encouraging customers to meet virtually, the Wilton Bradley showroom is still open for in-person visits for those who feel they cannot effectively review our 2021 products remotely. The showroom can be accessed directly without coming into contact with other areas of the business, and is kept safe at all times with increased cleaning and PPE.

Thomas Baker head of sales EMEA, Learning Resources Demand for educational toys soared in 2020 and, with this trend set to continue, customers won’t want to miss the new 2021 launches from Learning Resources. Our company will add over 100 innovative new educational toys and games to the existing range of high-quality products in categories including STEM, coding, construction, maths, science and early years.

From January to March, our sales team will host virtual showroom sessions. During these exclusive meetings, buyers will have the opportunity to view new products via an interactive presentation, access key information, view support material such as demonstration videos and interact with the sales, marketing and product development teams. Information on existing products will be available in a digital catalogue, while the new 2021 printed product catalogue will be available upon request early this month.

These customer-focused meetings will offer an ideal opportunity for current and potential new partners to review the extensive range of products, as well as the marketing collateral and digital support that Learning Resources UK has available to aid 2021 business growth.

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WWW.RACHELLOWE.CO.UK SALES@RACHELLOWE.CO.UK

touchingbase

Virtual Showroom

David Allan

e

Managing director, Toynamics UK & Ireland Toynamics UK & Ireland is planning for great growth in 2021 thanks to numerous exciting new additions to its Hape, SkipHop, NanoBlock and Nebulous Stars ranges. The opening of our large new showroom means we’re able to showcase all of our ranges and latest products, and the circumstances of this year meant it was the ideal time to set up a virtual showroom too.

We are delighted to give our customers full visibility and access to two virtual showroom options.

The first will be direct access by appointment to our Kibworth showroom, where each customer’s sales contact can make a presentation and demonstrate product. The second option will be a link which lets buyers take a tour of a virtual showroom at their leisure. By clicking on best-sellers and new items, videos and specification decks will come to life.

Without the direct contact we all look forward to through shows, these virtual showroom options give buyers a great opportunity to plan their ranges and keep in contact with our team.

Tom Hudson Managing director, Marvin’s Magic

20-293A SP Smiffys (Trade)

Toy World (Dec 2020) Full Page LICENSE v1_v0 MP 11/12/2020

Bleed – 246mm x 321mm Trim – 240mm x 315mm 7pt (Terms & Conditions)

Much more than just a showroom, we’ve created the Marvin’s Magic Studio, complete with TVquality cameras, lighting and sound equipment. We also have a mixing desk and a cameraman called Craig who ensures we always hit our mark.

We are a showbusiness company. Marvin, of course, is an internationally recognised celebrity(Radius Xmm) magician, and my background is as a TV actor on some of the country’s most famous shows, and as such we feel very much at home in front of the camera. This experience gives us the ability to introduce our ranges in a theatrical and entertaining way, intertwining thePublication important business Stock discussion with mind blowing magic. Our ‘meetings’ are actually magic shows that will include personalised, unique and interactive magic tricks and we can play to audiences of just one person, or to whole teams of hundreds.

Of course, many people will know our business for our theatrical live demonstrations, which can be seen in prestigious stores around the world. Magic can be performed in many ways, however; on stage or close up, on television and even on radio – luckily, we know all the tricks of the trade and we CMYK guarantee a magical meeting.

There has been a huge surge in the popularity of magic which will continue to grow and grow. We were delighted and honoured to be featured so prominently in the Argos Christmas campaign, and the best-sellers ranking on Amazon is dominated by Marvin’s Magic.

With five of the finalists on Britain’s Got Talent being magic acts, it’s plain to see that magic has never been hotter. Our Marvin’s Magic Studio, complete with cutting edge technology, will ensure you, and your customers, never miss a trick.

Alison Downie

(FOGRA39) ISO12647- 7 Contract Proof Colour Check

Global licensing and brand director, HTI At HTI, we’ve approached previews season with a ‘business as usual’ mindset. Our diary for 2021 previews has been packed, having opened our showroom in October ready for the usual timings. Our product range is as strong as ever and has benefitted from the same level of investment it gets each year, and with the whole world now officially accustomed to video calls and virtual meetings, this way of doing business now feels quite natural to the team.

There have been numerous internal product-focused meetings from the showroom with our HK team, and this has given us the chance to iron out any teething problems early on. Such simple details really can make the difference in this environment, with investment in IT equipment in both our UK and HK showroom, demonstration videos filmed in our studio to give a more detailed look at product, additional staff resources to assist in meetings, and so on. These are just a few areas we have focused on to give the team every chance to showcase the new ranges at their best. We cannot avoid the fact that toys in nature are tactile, so samples will be vital as follow-up for our sales team. Overall, though, we feel really positive, excited and confident that even under the circumstances, we are going to have a great 2021. We’ve still managed to impress our customers - albeit via a computer screen.

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touchingbase

Virtual Showroom

Kerrie Corrigan

Kate Gibson

General manager, Coiledspring Games

Managing director, Gibsons Games Our virtual trade show in February is a first for us and our customers.

We’re working hard to ensure our online hub contains the highest quality and most informative product photography and video, all designed to show our products at their very best. We will also upload videos showing how to play all our games, as well as clips presenting the USPs of our different puzzle ranges. Puzzles adapt well to this online format as they are all about the image.

Our customers will be able to book private meetings with our team, which will be fully briefed on our new products and can answer all questions. Where possible, we will also showcase physical products on-screen over Zoom; this will support the videos and photography accessible on the online hub.

Barry Hughes Managing director, Golden Bear Products Partnering with Asmodee for AsmoFair Part 1, and all shows since, has given us a great platform to reach more people. There are of course challenges with virtual shows, and while some are outside of our control, such as technology, we’ve learnt from each one. Utilising everything we’ve learned will make ‘AsmoFair: The Toy Fair Edition’, the best show yet.

We welcome the opportunity to connect, chat to and engage with our retailers to talk about our new ranges for 2021. While we would usually launch our catalogue at Toy Fair, we’ve worked hard to ensure all customers will have a copy of it ahead of all appointments. Bringing the launch forward has allowed for easier communication, as well as going some way towards making up for the fact retailers can’t physically hold our new games.

At Coiledspring, we pride ourselves on possessing an in-depth knowledge of our customer base, enabling us to provide a bespoke experience one-on-one, even over a camera. We can also run these check-ins more frequently, every time we have new releases that might get lost on a big stand. These check-ins are hosted in our office, where our displays are set up, giving our customers a great view of our products on the stands whilst meeting with their account handlers.

As an aside, we have also been able to benefit from walkthroughs of our retailer’s stores, which have provided fascinating insights and allowed for more detailed recommendations.

As part of the ongoing investment into the expansion of our digital abilities, we have created a purposebuilt, state-of-the-art virtual platform. This bespoke virtual environment has been tailored to replicate the experience of Toy Fair, but with a twist.

We want to fully engage our visitors, taking them beyond a simple viewing of our showroom from behind their devices. With that goal in mind, we have developed a guided immersive tour complete with easy navigation which takes visitors on a highly visual and fully interactive experience that brings our products to life. Visitors are invited into brand breakout rooms, where they can view videos related to individual brands, explore product from all angles, and take note of additional details.

Importantly, the virtual preview is compatible across all browsers and devices, allowing us to support suppliers and retailers even while on the go. We have also provided downloadable content for the end user, ensuring that ongoing detail and assistance is readily available.

Toy World 294

Weather Station New Chunkie & Bath Paint Sticks Hybrid Engine Kit

We all love to talk about it! Study and record the weather with this kit.

Thomas & Friends Alphaphonics™

Construct a fully working Hybrid Engine model

Exciting Thomas & Friends ELAs

Interactive first tablet

Paddington’s Learning Suitcase

Peppa’s Phonic Alphabet

Count with Marshall

Learning is fun with Peppa

10 interactive coins!

Flip & Learn Phone Fun with numbers and colours!

Hey Duggee Smart Tablet 5 fun activities to explore

Trends UK (National Accounts)

Wind Designs (Independents)

Email: salesadmin@trendsuk.co.uk www.trendsuk.co.uk

Email: sales@wind-designs.com www.wind-designs.com

For media enquiries:

Tel: +44 (0)1295 768078 Tel: +44 (0)1353 724140 Ane Olesen:

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

OfficialPeppaPig

Peppa Pig © Astley Baker Davies Ltd. © 2020 Hasbro and Entertainment One.

BBC logoTM and © BBC 1996. Something Special logoTM & © BBC 2004. Mr TumbleTM & © BBC 2015.

Licensed by BBC Studios.

Ane@wirepr.co.uk

HEY DUGGEE™ and character logos™& © Studio AKA Ltd 2014.

Licensed by BBC Studios. BBC logo TM & © BBC 1996.

©2020 Gullane (Thomas) Limited. ©2020 HIT Entertainment Limited.

Expect so much more!

PADDINGTON™ and PADDINGTON BEAR™ © Paddington and Company Limited/Studiocanal S.A.S 2020 Paddington Bear™, Paddington™ and PB™ are trademarks of Paddington and Company Limited Licensed on behalf of Studiocanal S.A.S by Copyrights Group.

©2018 Little Brian.

From Brian Clegg Ltd. ©2018 Haynes Publishing. © 2018 Trends UK Ltd. SCIENCE MAD is the Registered Trade Mark of Trends UK Limited.

www.trendsukco.uk

touchingbase

Virtual Showroom Anil Boodhoo National channel director, Asmodee AsmoFair was the first virtual trade show to be introduced in the UK in 2020. The fact we’ve already been able to run two discrete editions of the show means that we’ve gained a great deal of knowledge and experience of what works, what doesn’t, and how we can improve the experience. Our sales team now knows better than anyone how to demonstrate what makes a product great through an online medium, on top of an already-encyclopaedic knowledge of our vast range.

Neil Fripp

Roger Martin

Head of sales, Hornby Hobbies

Independent channel director, Asmodee

Hornby Hobbies will capture the attention of visitors by not only offering strong visibility of all new products across its entire brand portfolio, but by also segmenting product categories to suit the needs and differing interest areas of buyers. Our virtual showroom tour will contain product video, imagery and demonstrations, all crafted and explained by the brand teams to create a highly visual, engaging and memorable experience.

Our goal with AsmoFair has always been to bridge the gap between video conference and in-person meeting at a physical event as much as possible, and we’ve taken a big stride towards that with the addition of a 360-degree virtual tour of our fully built show stand. Retailers will be able to explore the stand as if they were there themselves, and get an even more upclose look at our products than they could at previous editions of AsmoFair.

Nick Saunders Sales and marketing director, Brainstorm We plan to employ as many useful tools as possible for our trade clients during what would usually be trade fair season. These will range from traditional paper catalogues and price lists, posted to our database in early January, to appointment-only video calls from our newly refurbished showroom, which is located at our North East Lancashire offices.

Our sales agents will be available for video and face-to-face consultations according to local restrictions and safe practice; our plan is for them to carry as many samples of new items as possible as they become available.

We recognise that many customers now prefer to self-serve when it comes to selection, so we are working hard on our website with up-to-date images, descriptions and videos. Video footage will range from high-spec TV adverts to simple product and packaging demos hosted by me; a wide-angle lens was necessary! These ‘showroom videos’ will be released as they become available.

Debra Tiffany, marketing manager, and the wider marketing team will continue to email customers about the latest product availability as well as with news of our marketing plans, keeping them up to date throughout the period.

Toy World 296

Show Diary 2021/22 Whilst the information provided here is correct at the time of writing, the situation remains fluid.

Readers are advised to check the website for each individual event before making travel plans.

February 2021

March 2021

Spring Fair @ Home (Virtual Event)

Toy & Edu China

8th-10th February 2021

30th March – 1st April 2021 Shenzhen World Exhibition & Convention Centre, China

April 2021

May 2021 The Independent Toy & Gift Show 13th-14th April 2021 Cranmore Park, Cranmore Avenue, Solihull, UK

New York Toy Fair 1st-4th May 2021

June 2021

Jacob K. Javits Convention Centre,

Distoy

Toymaster

New York City, New York, USA

1st-4th June 2021 St James’ Court & 51 Buckingham Gate, London, UK + The St Ermin’s Hotel,

18th-20th May 2021

2 Caxton Street, London, UK

The Majestic Hotel, Harrogate, UK

July 2021

HKTDC International Sourcing Show

Spielwarenmesse Summer Edition

26th-19th July 2021

20th-24th July 2021

Hong Kong Convention and

Nuremberg Exhibition Center, Nuremberg, Germany

Exhibition Centre, Hong Kong, China

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Show Diary 2021/22 August 2021 Licensing Expo

Licensing Expo Online

10th-12th August 2021

24th-25th August 2021

Mandalay Bay Convention Centre, Las Vegas, USA

October 2021

September 2021

Asian Toys & Baby Products Show

Autumn Fair

20th-23rd October 2021

5th-8th September 2021

Hong Kong Convention and

NEC Birmingham, Birmingham, UK

Exhibition Centre, Hong Kong, China

Kind + Jugend

November 2021

9th-11th September 2021

Brand Licensing Europe

Cologne Exhibition Centre,

17th-19th November 2021

Cologne, Germany

London Excel, London, UK

January 2022

People of Play week (formerly CHITAG) 18th-21st November 2021

London Toy Fair

Navy Pier, Chicago, USA

25th-27th January 2022 Olympia, Kensington, London, UK

Brand Licensing Europe Online 30th November – 1st December

February 2022 Spielwarenmesse

Spring Fair

New York Toy Fair

2nd-6th February 2022

6th-10th February 2022

19th-22nd February 2022

Nuremberg Exhibition Center,

NEC Birmingham,

Jacob K. Javits Convention Centre,

Nuremberg, Germany

Birmingham, UK

New York City, New York, USA

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Exhibition News HKTDC announces consolidation of its 2021 trade fairs The Hong Kong Trade Development Council has announced its intention to consolidate seven of its fairs into a new event.

In an email to exhibitors, Horasis Lung, exhibitions project manager for the Hong Kong Trade Development Council (HKTDC) said: "With many pandemic-related travel restrictions remaining in place, exhibitors and buyers may have difficulty joining the Toys & Games Fair scheduled for 27th-30th April 2021.

To assist exhibitors and buyers in overcoming the business challenges brought by the pandemic, and after consultation with industry representatives and key stakeholders, the HKTDC has decided to consolidate seven of its trade fairs scheduled for April 2021: Hong Kong Toys & Games Fair, Hong Kong Baby Products Fair, Hong Kong Houseware Fair, Hong Kong International Home Textiles and Furnishings Fair, Hong Kong Fashion Week, Hong Kong Gifts & Premium Fair, and Hong Kong International Printing & Packaging Fair (co-organised with CIEC Exhibition Company (HK) Limited), into a new sourcing event entitled 'HKTDC International Sourcing Show'. This will be held in digital and physical formats: Digital fair date: 17th-31st March 2021 (with continued exposure on hktdc.com sourcing platform until the physical fair ends in July 2021) Physical fair date and venue: 26th-29th July 2021- Hong Kong Convention and Exhibition Centre With this new arrangement, industry players will be able to use the HKTDC’s dedicated online exhibition platform to capture the business opportunities of the sourcing season in March, and to participate in a physical fair held in Hong Kong when the pandemic situation is expected to be more in control.

We believe the hybrid model of International Sourcing Show will create synergy and assist exhibitors and buyers to make early arrangements to cope with the post-pandemic 'new normal'" More information will be available on the HKTDC website in due course.

Spielwarenmesse details 2021 digital product preview: BrandNew In July, exhibitors, trade visitors, buyers and media representatives will gather for the Summer Edition of the Spielwarenmesse. In the run-up to the event, the organiser will be embracing the potential of its digital platforms, offering companies a chance to present their new products to the specialist trade around the world, through Spielwarenmesse BrandNew. During the fair’s original time slot at the end of January (25th to 29th), they can use the Spielwarenmesse website (www.spielwarenmesse. de) in conjunction with an extensive digital promotion package.

Companies of all sizes, from major industry players to small start-ups, can register for the new service to give them the opportunity to come into direct contact with their international target groups.

The team is now available to discuss Spielwarenmesse BrandNew with exhibitors and to take bookings. Visitors can use the new service, in both English and German, from 25th January 2021. During the week, they will be introduced to the latest innovations at additional live promotions. Appearing on a live video stream on the Facebook and Instagram channels of the Spielwarenmesse, suppliers can unveil their products, conduct tours of their own showrooms or offer Q&A sessions.

Ernst Kick, CEO of Spielwarenmesse eG, commented: “We stay connected to our customers all year round by offering them an extensive range of services. Spielwarenmesse BrandNew adds to this spectrum by revealing the innovations for 2021 and providing the industry with a valuable offering before we meet again in Nuremberg from 20th to 24th July.”

Readers interested in appearing at Spielwarenmesse BrandNew should contact Sabine Liebscher, senior project manager, Spielwarenmesse eG on s.liebscher@spielwarenmesse.de or call +49 911 99813-11.

Hyve Group launches Spring Fair @ Home for February 2021 Hyve Group has announced a new virtual forum, Spring Fair @ Home, set to take place on 8th-10th February 2021. Open to all buyers, Spring Fair @ Home will provide a key hub for industry professionals in the UK and around the world.

Spring Fair @ Home will provide industry insights, as well as a firsthand look at the latest products, trends and collections.

Julie Driscoll, managing director for Hyve’s retail portfolio, commented: “We are delighted to be offering a digital platform for the Spring Fair community this February. Whilst we are working hard towards the return of our physical events, I am so proud that the team has been able to develop a virtual offering that has proved so valuable to both retailers and brands during such a challenging time for retail both here in the UK and abroad.”

Spring Fair exhibitor Steve Cox, UK sales director at Keel Toys, added: “At the start of 2021, we all need to get creative to meet with all our key buyers effectively with the lack of physical shows. The Spring Fair Virtual show will be an important part of our mix to present the new ranges for 2021.”

An exclusive content programme will provide access to of-the-minute industry intel, trend insights, peer-to-peer panel sessions, and more.

Dedicated virtual showrooms will also provide buyers with an easy and accessible way to discover new brands and see what their current partners have to offer. The virtual showroom will provide carefully curated brand line-ups on the Spring Fair website. Dynamic profile will give brands and designers capabilities to host videos, lookbooks, brand imagery and more.

Spring Fair @ Home will also see the return of the Product Showcase concept. Giving brands the opportunity to take buyers on showroom tours, or simply talk through their latest collection, the Product Showcase offers exhibitors the chance to submit a 5-minute video to be shown to buyers during a sector-specific time slot.

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Show Cloud

Special Feature

Head in the Clouds Virtual platform Show Cloud has continued to evolve, helping to support suppliers and retailers to navigate the challenges presented by the current working environment. John Baulch finds out about the new features that have been added.

W

e first introduced Show Cloud to readers of Toy World back in the summer. The online showroom, which was developed by UK toy industry doyen Chris Jones and his business partner Ian de Kretser, is the perfect platform to help toy companies deal with many of the challenges presented by the current virtual trading climate. In essence, Show Cloud helps suppliers to maximise opportunities in a world of virtual selling, enabling buyers to buy, sellers to sell and brand managers to manage brands. The platform is information rich – it provides users with practical applications, as well as data and analysis which helps progress sales discussions. Furthermore, it is both versatile and flexible – Show Cloud can be personalised for each customer.

As the year has progressed, Show Cloud has demonstrated its flexibility by incorporating a host of new features which allow suppliers and their teams to work more productively and efficiently. I caught up with Chris and Ian to find out more about the new additions to the platform. Chris points out that one of Show Cloud’s strengths is that it is a one-stop shop for the new virtual way of working: “The platform enables the whole team to come together in one place. In some cases, people have started working for a new company and have never been to the office or met their team members in person, yet alone seen the range in the flesh. New starters can at least familiarise themselves with the range and brand architecture, including pricing, as it is all housed in one place.”

However, Show Cloud really comes into its own when it comes to external communication, and some of the new features have enhanced its ability to help suppliers to communicate with their partners, both international and domestic. For example, the site now allows suppliers to send video messages to customers, working on the basis that some things can be communicated more effectively via video than a written email. Furthermore, whichever new technology is favoured by the supplier (Teams, Zoom, Blue Jeans or one of the myriad competing platforms), any of them can be accommodated into the Show Cloud platform.

With trade shows cancelled and face to face previews and meetings continuing to prove difficult to arrange, many suppliers have been looking at how best to demonstrate their new lines to customers, and according to Chris, Show Cloud has several valuable options to facilitate this: “The most important customers need one-to-one presentations, but with suppliers needing to preview a large number of customers, it is not always easy to fit everyone in individually. So, we have incorporated a live stream area into the platform, enabling suppliers to pre-record an event and then invite their customers to view it at their convenience. This saves valuable time, as well as helping to include customers in different time zones, who can watch the presentation whenever it suits them.”

Even when trade shows return, the ability to be able to live stream from a stand may well prove beneficial, especially with accounts where some members of the buying team travel to the show, while the wider team isn’t present. This facility also preserves the secrecy that is so valued by many of the larger toy companies, by preventing the presentation from being shared far and wide.

Another new feature that helps to replicate the trade show experience is the Virtual Tour option, explained by Ian: “Customers can click on a product to bring up more details. They can even rotate a product to get a better view. Of course, it’s not the same as picking it up, but it’s a huge improvement on a static image. It can also give you a good idea of the size and scale of a product. You can also use animated gifs to bring the product to life or record video from the screen, which can be dropped into emails sent from Show Cloud. It all adds up to being able to market products to customers in seconds, rather than days.”

With the ability to book meetings or order samples through a conversation with a bot programmed to ask key questions, the platform also allows Show Cloud users to work around the clock, without having to jump on a phone or skype call at all hours of the day and night. And as ever, trackability is key: suppliers can send out a preview and see exactly which lines each individual customer is interested in, allowing them to follow up with tailored information.

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As the key autumn winter selection period begins, suppliers have to contend with a unique set of challenges over the coming months, but this is where Show Cloud really excels, as Chris outlines: “Ultimately, Show Cloud is a very affordable business continuity service, offering significant productivity and cash savings. It is there as a support vehicle throughout the year, but it really comes into its own during preview and Toy Fair Season. Many companies are looking to reinvest some of the money they have saved through Toy Fairs being cancelled to help them stay in touch with their customers – and this is exactly what Show Cloud does. In the past, the platform has focused on supporting companies across the international market, but we are now receiving requests to offer a domestic service to help replace the gap left by the London Toy Fair.”

If you would like to find out more about Show Cloud and how it could support your business, Chris and Ian would be delighted to demonstrate the platform to interested toy companies and highlight what it can do: to learn more, simply book a demo at

showcloud.com

Allegedly

I am reliably informed that Philip Schofield’s ‘How to Spend it Well at Christmas’ TV programme was as effective as ever in driving sales, as several people whose brands were featured in the show were delighted to confirm. Even better, as one happy camper pointed out: “And it cost me nothing! Now that’s what I call the best PR…. ever.” Catalogues were also said to be making a big comeback in the run-up to Christmas – with families stuck at home, prospective shoppers had far more time to browse catalogues, and were probably looking for a good excuse to tear themselves away from the screen for a while (maybe it’s not just kids who should have their screen time regulated…?). Great for those retailers who persisted with a printed catalogue – and further proof (if proof were needed) that print is a long, long way from being defunct…

Philip Schofield wasn’t the only person to appear on TV talking about toys in December. A veritable cavalcade of toy industry luminaries popped up on The Toys That Made Christmas Great, a toy-focused nostalgia-fest which was broadcast on Channel 5. Among the great, good and distinctly average (I’m mostly referring to the z list celebrities and ‘comedians’ there), myself and Rachael were delighted to fly the flag for Toy World and the toy industry, flaunting our lockdown haircuts and ‘garden working’ tans for all the world to see. Like all TV programmes of this nature, there was occasionally an uneasy balance between business-focused contributors and the aforementioned comedians, who are there to bring a bit of levity and frivolity to proceedings, even if they had only seen the toy they were talking for the first time two minutes before recording their piece to camera. But despite this, I thought the show turned out well, bringing back those warm and fuzzy memories which toys are so good at evoking. If the show helped consumers feel happy and positive about toys in general, our work here is done…

As the festive season swung into gear, one toy shop owner in Cork was surprised to find that he had been banned from selling certain items from his Facebook shop, as they ‘violated’ the platform’s trading policy.

What toy horrors could possibly have fallen foul of the Facebook algorithm (given the some of the material it deems acceptable to publish)? It turns out that one offending item was a kid’s wooden sword and shield,

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which does seem rather draconian – but not as funny as the Brio Train Station being on the naughty list, because it apparently violates the policy of “ticket selling” on the site. Great to see the Facebook algorithm is working so well – if only they could get it to recognise and root out hate speech rather than obsessing over kid’s toys, eh?

Tech giants – gotta love their sense of priority…

The return of business rate relief contributions to government coffers became something of a talking point in the weeks leading up to the festive season.

Tesco started the ball rolling, announcing its intention to return £585m to The Treasury and the UK’s devolved administrations. Inevitably, this put huge pressure on rival supermarkets to do the same. Within 24 hours, Morrisons announced that it would be handing back £274m, while Sainsbury’s also joined in with the biggest ever grocery cash back scheme, to the tune of £450m.

This left Asda with little choice but to join the party.

Otherwise, its abiding image with consumers would be an Asda executive patting his back pocket with a smile on his face, like that gurning bloke on the Asda Christmas ad – and that wouldn’t have been a good look.

I did read a comment from one analyst who suggested that this was a cynical move by Tesco, to put moral pressure on its competitors, who have slimmer margins and would therefore be commercially compromised by the gesture. The same person suggested that the biggest winner from the mass rebate would be Amazon, as it still pays a fraction of the tax that the grocers collectively pay.

While I have huge sympathy for that view, I can’t quite bring myself to feel sorry for Sainsbury’s or Asda – right now, the £1.65b is surely better in the public purse than supermarket shareholders’ pockets? Still, kudos to the grocers for their principled stance: wouldn’t it be nice if Amazon read the room too …

We’ve recently seen a major increase in the cost of shipping from China, which has left many suppliers horrified. Prices have risen from £2100 for a 40ft container in October to around £6400 currently. It has been estimated that the rate could rise as high as £10,000 in January and stay sky high until after Chinese New Year - and possibly even for a while beyond that. It’s a nightmare for suppliers, who have to decide whether to attempt to pass on the increased cost to retailers or try to swallow it – very much a lose / lose choice.

Get in touch...

+44 (0)7375 110558 Kirsty@grapevine-pr.co.uk @GVGlobalPR

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