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January 2018 Volume 7 Issue 5



TV SUpported throughout AW 2018 PR AND DIGITAL SUPPORT

22 New SKUs to be launched on 1st March!

Supported by extensive TV, digital, and PR campaign!

30 years!

The Team...

CONTENTS January 2018 Volume 7 Issue 5

40 Special Feature: Toymaster

44 Retail Interview: OnBuy

John Baulch

Publisher and Managing Editor 01442 502 408 07932 651 207

Mark Austin

Sales Director 01442 502 405

Anita Baulch

Circulation and Financial Director 01923 711 439




08 From the Publisher

30 NPD column

40 Special Feature: Toymaster

10 News

33 Talking Shop

44 Retail Interview: OnBuy

24 Industry Moves

100 Viewpoint

48 Company Profile: Generation Media

26 Marketing World

254 Allegedly

50 Feature: Hot Properties 76 Nuremberg Preview

73 Licensing World

250 New York Toy Fair Preview

Contributors Rachael Simpson

David Ripley | Tristan Brooks | Nat Southworth | Jim Hawker | TThe NPD Group | Mark Buschhaus | Stephen Barnes | Martin Doyle

Deputy Editor 01442 502 406

Casey Goodman

Editorial Assistant 01442 502 406

50 Feature: Hot Properties

Mark Crowford

Design and Production Manager 01442 502 405

76 Nuremberg Preview

toyworld The business magazine with a passion for toys

Alakat Published by

61 Maxted Road, Hemel Hempstead, Herts, HP2 7DZ @toyworldmag @baulchtweet


Toy World Magazine

CONTENTS Toy Fair Preview

Toy Fair Profiles

107 Toy Fair 2018 Preview

124 Wilton Bradley

112 Exhibitor List

128 IMC Toys

118 Touching Base: New Exhibitors

134 Character Options

120 Touching Base: Toy Fair 2018

138 Tomy

146 Toy Fair Exhibitor Guide

140 Brainstorm 142 Sinco 144 Interplay 146 Simba Smoby 148 GP Flair 150 Asmodee 152 Vivid 154 Playmobil 156 Spin Master 188 DGL

toyworld The business magazine with a passion for toys

See us at Toy Fair stand GH37 Toy World 6


from the publisher

John Baulch - @Baulchtweet

nd breathe. After a dramatic creditor’s meeting - which was paused twice to allow for further negotiations between the Pension Protection Fund and the retailer – the Toys R Us CVA was voted through literally minutes before this column needed to be completed, with a comprehensive 98% majority. It had been a long week, with many twists and turns, and it certainly went to the wire, but for the 3200 staff, suppliers, landlords and many other businesses which would have been immediately impacted by TRU UK entering administration, the relief was palpable. Meltdown was avoided. The support of the Pension Protection Fund became the crucial factor in proceedings, after the regulator confirmed that it would vote against the CVA unless it received assurances and - more importantly - funds to start addressing the gaping pension deficit. Its initial request for an immediate payment of £9m was declined by TRU. In the end, a staged payment of £9.8m was agreed - £3.8m in 2018 and a further £6m in 2019 and 2020. Essentially, this now means that TRU needs to deliver a trading surplus of £10m over the next three years in order to fulfil its pension commitment. In addition, the PPF has become a ‘more secured’ creditor, taking charge over a number of unspecified assets. Although chapter one is now closed, chapter two is only just starting - the real fun starts now. Negotiations with landlords, credit insurers and suppliers, not to mention the lengthy process of restructuring a business which has made a loss in seven of the previous eight years. But, for now, let’s be content with the fact that the UK toy trade - and particularly TRU employees - received the best Christmas present they could have hoped for. Frankly, it’s nice to have some positive news to convey, as I’m very conscious that, as my dad would have said, 2017 was a funny old year. At the time of writing, December trading has largely followed the pattern set in October and November – week 49 was 9% down, following the 11% drop in week 48. Apparently, the December numbers needed to be +9% for the year to end up level. Looking at the data so far, that scenario looks highly unlikely to say the least. However, it is worth bearing in mind that whatever final number we arrive at, 2017 is still likely to have been the second- best year ever for the UK toy market (and that’s without factoring in the huge sums generated by fidget spinners being sold through outlets which NPD doesn’t track). Sometimes, it’s all a question of perspective. The testing festive trading climate also answered a question I posed to Gary Grant several years ago: “would you reconsider your decision to open your stores on a

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Sunday if business became really tough?” As numerous media articles reinforced, the answer remained an emphatic “no”. The Daily Mail even put an estimated monetary figure on the closure of The Entertainer’s stores on Christmas Eve - £2m. Nevertheless, Gary stuck to his guns, and you have to admire the fact that he has stayed true to his principles, regardless of what it might potentially cost the business in cold, hard cash terms. I know that not everyone will agree with this, but in a business world where the concept of ‘principle’ is increasingly becoming an alien concept, I personally think that respect is due. And anyway, maybe the sales simply transferred to other days: I saw one tweet which said: “Doing the rest of my Xmas shopping at The Entertainer after finding out they give their staff Xmas Eve off.” But enough looking back – it’s time to look forward to what lies ahead in the coming weeks, as we enter the incredible rollercoaster ride that is Toy Fair Season. As ever, this issue contains an exhaustive preview of the London Toy Fair, which rounds-up all the exciting new products which exhibitors will be unveiling at the show. In addition, there are features on both the Nuremberg and New York Toy Fairs, as well as a separate pull-out supplement covering the Spring Fair. Whichever trade shows you’re visiting in January and February, we have it covered in this bumper edition. This issue also includes two exclusive retail interviews which we’re delighted to share with you. The first is with Toymaster’s Paul Reader and Yogi Parmar, who make a compelling case for those independents that aren’t currently members of the buying group to consider joining in 2018. The second interview is with Cas Paton, managing director of OnBuy, a rapidly growing online platform which is aiming to establish itself as a credible alternative to Amazon. It is no great secret that I am not Amazon’s greatest fan; its approach to paying tax is hugely controversial; its failure to deal with sellers offering counterfeit goods is disappointing; it has never been a good communicator with its suppliers and the fact it competes with its own sellers remains a bugbear for many. Do these foibles offer hope to other online retailers looking to grow their share of this hugely competitive channel? I, for one, certainly hope so. All that remains for me to say is that I hope you enjoy this bumper issue – we’ve burned the proverbial midnight oil to bring it to you. Let us hope that 2018 will be a prosperous year for everyone in the toy community. Another fascinating year surely lies ahead – after all, this is the toy trade, there is never a dull moment. See you at the shows.

Š 2018 Mattel, Inc. All Rights Reserved.

News Toys R Us’ CVA proposal wins majority backing The toy retailer's CVA proposal was approved in late December with 98% backing, following tense talks on pension plan specifics. The creditor vote, which took place on 21st December, had been twice interrupted to allow further discussion with the Pension Protection Fund (PPF). However, a significant majority of voters backed the retailers’ CVA proposal, leading to a successful outcome just in time for Christmas. Toys R Us, loaded with debt from a $7.5b buyout more than a decade ago, announced in September that it had filed for Chapter 11 bankruptcy protection in the US following year on year losses. Challenging market conditions then led to the announcement of the entirely separate UK CVA proposal, which was made available to creditors on 4th December. At the time of the CVA announcement, Steve Knights, managing director of Toys R Us UK, said the warehouse-style stores opened by the retailer in the 1980s and 1990s had proven “too big and expensive to run”, adding that “newer, smaller, more interactive stores in the right shopping locations” were trading well. He commented: “Like many UK retailers in today’s market environment, we need to transform our business so that we have a platform that can better meet customers’ evolving needs. The decision to propose this CVA was a difficult one, but we determined it is the best path forward to make essential changes to the business.” The Pension Protection Fund had stated its intention to block the retailer’s CVA proposal, after Toys R Us’ ability to meet its pension plan demands was called into question. It was reported that the toy retailer made an initial offer to win the approval of the Fund, offering a payment of approximately £1.9m for the pension plan, and by reducing its 15- year pension deficit recovery plan by five years. However, this was deemed insufficient by the PPF, and last-minute negotiations saw a deal concluded which will result in Toys R Us paying £9.8m into the pension plan - £3.8m in 2018, and £6m over 2019 and 2020 - a figure roughly equal to four years of employer’s contribution and associated levies. The pension deficit recovery plan has been shortened to 10 years. The retailer had previously come under fire for its plan to pay 17 of its top executives up to $21m in “incentive pay” - a move it argued would encourage the executives to boost sales over the holiday season. It is thought that this pay award - coupled with the criticism it received in the wake of the collapse of BHS - emboldened the PPF to push for an

improved settlement to reduce the outstanding pension deficit. The backing of the CVA meant Toys R Us was able to keep all its stores trading over the Christmas period, and has secured the jobs of some 2,700 employees. The CVA will also allow the retailer to transform itself in a way that the retailer believes will reflect the changing needs of modern shoppers. Commenting on the successful vote, Steve Knights said: “We are pleased to have secured the support of our creditors and will be working closely with them in the months ahead. The vote in favour of the CVA represents strong support for our business plan and provides us with the platform we need to transform our business so that we can better serve our customers today and long into the future." “All of our stores across the UK will remain open for business as normal until spring 2018. Customers can continue to shop online and there will be no changes to our returns policies or gift cards across this period.” As part of the CVA proposal, 26 of the bigger, warehouse-style stores will be closed in the spring, meaning the loss of approximately 500800 jobs. Other stores are also due to be downsized. Toys R Us intends to redeploy staff where possible, but has stated that redundancies are unavoidable; consultations with employees will commence in the New Year.

Facts and figures CVA store closures – 26 Pension plan payment - £9.8m · £3.8m to be paid in 2018 · £6m to be paid across 2019/2020 Pension deficit recovery plan – 10 years Likely redundancies – approx. 500-800 Jobs saved by CVA approval – approx. 2,700


11 Deer Park Road, Northampton, NN3 6QD, UK

tel. 01604 678780 email.

Š 2018 Mattel, Inc. All Rights Reserved.

News Character Group releases preliminary 2017 results

The Entertainer to partner with Alf Mizzi and Sons in Malta

The Character Group has reported a “solid finish” to the 2017 financial year, with underlying profit before tax of £13.4m, up from £12.6 in FY 2016. During the year, the company implemented initiatives to reduce product costs and these, together with the sales mix, have enabled the underlying gross profit margin in the year to improve to 32.6%, compared to 31.2% for the 2016 financial year. Amid challenging market conditions, the company’s yearly turnover decreased by 4.7%, a decrease it attributes to the performance of international sales – and, in part, to Toys R Us USA filing for Chapter 11 bankruptcy protection earlier in the year. On an absolute basis, despite the reduction in the turnover, underlying gross profit remained static at £37.5m for the financial year, compared to £37.7m for FY 2016. At home, Character’s portfolio of brands serviced from its UK base continues to sell well, with domestic sales holding at levels comparable to the same period last year. Revenue in the year ended 31st August 2017 was £115.3m, against £121m in the comparable 2016 period. Total revenue generated in the UK market was the same as last year at £86.7m whilst, in international markets, total revenue was £28.6m (FY 2016: £34.2m). Character’s leading brands – Peppa Pig, Little Live Pets, Stretch, Mashems, Teletubbies – continue to perform well, with added product extensions enabling the the company to build further the brand strength and depth, and in November Character’s Laser X and Stretch Armstrong toys featured in the TRA’s Dream Toys Top 12. Also included in the TRA’s top category lists for creative toys, pre-school and games were Character’s Little Live Pets Ladybug, Little Live Pets My Dream Kitten, and Soundmoovz products.

This new partnership will see The Entertainer take a share of Alf Mizzi’s toy division, all distribution brands managed by John G Cassar, and five retail outlets operated by subsidiary Leisure Stores. The stores are located in The Point, Plaza, Baystreet shopping malls, Pama shopping village and the flagship store in San Gwann. The partnership provides a great opportunity for The Entertainer to grow its international business and to offer toy lovers the latest launches alongside over 700 exclusive items, together with in-store promotions, competitions and character visits - all backed up by The Entertainer’s customer service. The Entertainer’s founder and managing director, Gary Grant commented: “We are truly delighted to have found a well-established corporation in Alf Mizzi & Sons to be our partner in Malta. Forming partnerships with renowned toy retailers internationally is a core part of our international expansion strategy and will help us meet our ambitious international growth targets. Alf Mizzi & Sons strong presence, proven success and credibility both in Malta and in other international markets makes them the perfect partner for The Entertainer. We are really excited to be growing our international business with such a long-standing toy retailer and will look at further opportunities like this in the future.” Alf Mizzi & Sons currently operates a diverse number of businesses both in Malta and internationally, employing over 1,800 staff. John G Cassar, an import and distribution business, has been trading since 1927 and is the local representative for a variety of leading toy brands including Lego and Hasbro. In 1992, John G Cassar opened its first retail toy store in San Gwann and its retail subsidiary continues to grow year on year.

BTHA announces 2017 Toy Retailer of the Year Finalists The winners will be announced during London Toy Fair, at the annual Toy Industry Awards held at Olympia, on Tuesday 23rd January. The shortlist of finalists for the Toy Retailer of the Year Awards 2017 is as follows: Independent Toy Retailer of the Year (under 150 sq feet) • Clarks Toys, Brecon, Powys, Wales • JJ Toys, Gerrards Cross, Bucks • Just Williams Toys, East Dulwich, London

Specialist Multiple Toy Retailer of the Year (over 25 stores) • Toytown • Smyths • The Entertainer

Independent Toy Retailer of the Year (over 150 sq feet) • Treasures of Wetherby, Wetherby, West Yorkshire • Toymaster Cavan, Cavan, Ireland • Atkinson & Sons, Bowness On Windermere, Cumbria

General Multiple Toy Retailer of the Year • Sainsburys • Argos • Tesco

Specialist Multiple Toy Retailer of the Year (up to 5 stores) • Ken Black Toys • Totally Toys • Toy Galaxy

Department Store Toy Retailer of the Year • Toytown at Arnotts, Dublin • Jarrold of Norwich • R C Austin, Newton Abbott, Devon

Specialist Multiple Toy Retailer of the Year (up to 25 stores) • Kids Stuff • Toy Barnhaus • Hamleys

Online Toy Retailer of the Year • Argos • Smyths • Shop Direct

Nominations were invited from BTHA members’ sales directors, toy agents and national account directors as well as toy retailers who were also invited to self-nominate. Shortlisting was done by a panel of 18 people from across the industry – members of the BTHA Council, strategically based toy agents, sales and national account directors from around the UK and representatives from the toy trade magazines. The winners of the prestigious Toy Retailer Awards will be announced at the annual Toy Industry Awards held at Olympia, London on Tuesday 23 January 2018. The gala event, which takes place on the first evening of Toy Fair, is organised by the BTHA with the Toy Retailers Association (TRA), who will also present the Toy and Supplier Awards 2017 on the same evening.

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Š 2018 Mattel, Inc. All Rights Reserved.

News BTHA parliamentary reception hailed a success


The reception was arranged by the BTHA in order to promote the toy industry and its members’ issues to parliamentary advocates, including politicians and policy-makers. The event gave the BTHA and it members the opportunity to provide parliamentarians with an understanding of the work of the BTHA and the challenges which the industry is currently facing, such as counterfeiting, regulatory issues and Brexit. The reception focused on four key strands of the BTHA’s work: the Make Time 2 Play initiative, the Association’s charity work through the Toy Trust, advocacy work on toy safety and the promotion of reputable companies versus counterfeit crime and finally the contribution of the toy industry to the UK economy. BTHA chairman Jon Diver’s speech highlighted the fact that the toy industry contributes over £4bn to the UK economy annually, and also focused on the important role which toys play in the development of children and the well-being of families. He also commented: “It is great that the toy industry receives support from a wide range of MPs across the country, and we are committed to working closely with them throughout the Brexit process to ensure a smooth transition.” Responding, deputy leader of the house of commons Michael Ellis and BTHA constituency MP Neil Coyle stressed the importance of maintaining EU regulation standards after Brexit, of aiming to make sure that there will be no new tariffs and of ensuring that future trade deals don’t open the UK to the import of sub-standard products. With a background in disability charities, Neil also acknowledged the good work of the Toy Trust. Kerri Atherton, Public Affairs Manager at the British Toy & Hobby Association said, “The reception was a fantastic and unique occasion for the toy industry to celebrate the importance of play with MPs, Lords, and civil servants. We are thrilled to have received the support of so many MPs from across the country keen to learn about the work of the Association and its members. Thank you to all those who joined us in this celebration.” As part of the giving the gift of play theme, all 35 attending MPs at the event had the opportunity to select a children’s charity within their constituency to receive a selection of toys for Christmas, donated courtesy of the BTHA and its members. The BTHA plans to repeat the event next year with an emphasis on issues the industry needs political support for.

Midco Toys hosts meet and greet with UK WWE Champion

Vivid looks to the future Toy World spoke to Vivid’s CEO Tony Hicks about the company’s plans for 2018. 2017 has been an interesting year for Vivid on several fronts… It’s no secret that 2017 has been a challenging year for the UK toy market. I don’t think anyone would have expected what we’ve seen happen out in the retail market in November. Even before that, within two weeks of me joining the company, the news about Toys R Us broke. Of course, it was already a watershed year for Vivid. The sale to Privet was a major milestone for the company, and one which gives us a great opportunity to drive the company forward.

How have you found working with Privet so far? It has been a universally positive experience. Unlike a lot of investors, Privet has committed to being closely involved in the day-to-day running of the company, which has been a real positive. Vardhan Rajkumar, the chairman of Vivid and senior partner at Privet, is fully immersed in the business. He’s very enabling; he has strong opinions and is keen to have input into the decision-making process, but he gives me complete freedom to make the necessary calls. There is a lot to address, but Privet hasn’t given a timeline – ultimately, they just want to run a great business. We’re putting a lot of investment behind the 2018 and 2019 ranges, and I’m sure we’ll reap the benefits of that investment in the fullness of time.

TW: What were the stand-outs for you in 2017? Underpinning the Vivid business, we have two wonderful ranges, with very supportive partners - Crayola and Drumond Park – whose performance has been consistently strong. That gives us a great core foundation on which to build the business. We also benefit from having a number of other great distribution partners that allow us to keep our offering fresh and give us the opportunity to be get involved with trending products. We’re looking to build on those partnerships by demonstrating our strong capabilities as a brand custodian, not simply a distributor.

How important are the ranges that you develop in-house to your growth plans?

The UK’s first ever WWE Champion Tyler Bate visited the independent toy shop’s Burton-on-Trent store on Tuesday 5th December. The meet and greet took place to coincide with the official launch of the first range of Tyler Bate action figures and wrestling belts. The event received a huge amount of support, as wrestling fans were queuing out of the door to see the superstar in their local toy shop. Almost 200 wristbands were given out on a firstcome first-served basis, and the event also received local press coverage.

We have put significant resources behind our own in-house developments, both our own IP such as Animagic and also licensed ranges, such as Nella the Princess Knight. I’m excited about how strong both of those ranges are looking for 2018, we’ve had some great feedback and continued support from retailers during previews.

What are you hoping 2018 will bring for Vivid? In the end, it’s all about delivering the best possible product to the consumer. Product is what gets people excited, so I’m glad we have such a strong line-up next year. The Vivid team has worked hard to set us up for 2018. Securing the global Nella licence delivers on our growing strategic direction within the preschool category, and the Tiana Toys AndMe tie-up also takes us in a very interesting and on trend direction, as the toy sector continues to branch out into the new and exciting world of digital. I’m feeling extremely positive about the year ahead; we have a well-balanced range and a number of lines that should be really exciting. On a personal level, I’m delighted to be back in the toy trade: there are a lot of great people and some fantastic, fun products. I’m looking forward to a successful 2018.

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© 2018 Mattel, Inc. All Rights Reserved.

© 2018 Gullane (Thomas) Limited. © 2018 HIT Entertainment Limited.

News Brainstorm launches Whacky Shots in 2018

Trends UK to launch SpyX range in 2018

Launching at London Toy Fair, the company is set to introduce Whacky Shots World Warriors, a new collectible range. An exclusive distribution line for Brainstorm, Whacky Shots is an action toy with a trading card game, making it highly collectible. Series 1 features 60 characters and cards, and purchase options include low cost blind bags and some neatly assembled sets. Whacky Shots is built upon a world at war where creepy mutants spread danger and fear. The Whacky Shots are divided into four factions; Rogue Robots, Earth Heroes, Invading Aliens and Mutant Beasts. Kids can compete in simple rock, paper, scissors-type gameplay, using their memory and dexterity, which encourages them to collect in order to strengthen their team. Rosanne Kenealy, product director at Brainstorm, commented: “We really love this item and the game-play has brought more fun to our product development meetings than ever before. It’s like a turbo-charged trading card game, in that children get to play with a physical toy in order to win cards as well as using memory skills. Our team here have made and continue to make a tremendous success of StikBot and we plan to use that experience with this new launch” Whacky Shots World Warriors launch will be supported by a 360 degree marketing campaign that includes aggressive TV advertising, PR, Digital and a blogger outreach programme. Brainstorm has also just launched a dedicated Whacky Shots web page on its trade site. The pages will be populated with more images and information as it becomes available.

Trends UK is launching a new range of SpyX intelligence and surveillance role-play toys. Working with Atomic Monkey, a company with many years’ experience in the design, development and marketing of feature-led role-play spy items, the range will hit retail shelves in spring 2018. The SpyX role-play range will receive full marketing support to spread the word. Offering working features that fuel the imagination, the SpyX range will include a selection of strategically priced listening devices, laser alarms, night mission goggles, and communication devices. With an affordable price range including impulse and pocket money toys to larger gift sets, there is a SpyX toy to suit all occasions and budgets. Graham Spark, Trends UK, commented: “We are delighted to work with Atomic Monkey to launch the SpyX range. SpyX highlights a real opportunity for a strong brand presence in an evergreen play pattern that excites kids and is embraced by parents.”

Bloopies range going swimmingly for IMC Consumer demand remains high for IMC Toy’s Bloopies range. Since the product launched in August, strong sales have propelled the range to the No.1 Bath Toy in UK (NPD Aug-Nov 2017). In August, IMC trebled production, in order to meet demand for the range of dolls kids can play with in the bath. A strong TV campaign, alongside content on Tiana’s family channel Famtastic, has created very strong sell through results. Julie Ball, head of marketing at IMC, commented: “Bloopies has been a great success for IMC this year. Initial stock sold through extremely quickly, reflecting the strength of the product and its competitive price point. Stocks have now been replenished and will be supported with a significant media campaign which started during the Christmas period and continues into Spring Summer 2018. We are already planning further product launches under the Bloopies brand for 2019.”

John Crane to close, although Battat promises continuity of supply Toy World understands that John Crane Ltd will cease trading at the end of March. In a letter seen by Toy World, which was sent by the company to its suppliers, John Crane Ltd has confirmed that it will be closing down in spring 2018. The letter states: “This was obviously a very difficult decision to make, but with the weakness of retail in Europe and the constant devaluing of wooden items due to retailers such as Aldi and Asda, it has been decided to close rather than risk losses in the future.” It is believed that the company will attend Toy Fair to sell its remaining product. Staff have been given their notices, while Toy World understands that all debts will be paid before the company is closed down. Meanwhile, Battat has contacted Toy World to reassure retailers that it will ensure continuity of supply for its ranges going forward. Ben Battat commented: “Can you please pass our message to the UK retailers that have supported us so well and made household names of our brands - Our Generation, B toys and Bristle Blocks - that we have a schedule and plan. We will soon have news as to how we will supply the great UK market moving forward, and continue the service that John Crane has offered over the last six years.”

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News Legendary toy store FAO Schwarz to get new home in NYC

Smyths Toys Superstores raises £125,000 for Great Ormond Street Hospital

Two years after it closed its famed location on Fifth Avenue, FAO Schwarz is opening a new store in the heart of Midtown, according to reports. The iconic toy store will be moving to a new space at 30 Rockefeller Plaza, about eight blocks south of its old location at the General Motors Building on Fifth Avenue, the Commercial Observer reported. The new store will occupy the 19,000-plus-square-foot space currently home to the NBC Experience Store. The retail space is expected to span the ground floor and mezzanine level at Rockefeller Centre. Details of the “longterm” lease have not yet been revealed, but it is believed that the store is set to open in autumn 2018. FAO Schwarz enjoyed a prime location at its 61,000-square-foot flagship Fifth Avenue store for decades, before closing its doors in the summer of 2015. The toy store was a popular tourist destination, as well as a retail outlet, and featured in many Hollywood movies, including Home Alone 2: Lost in New York and Big, in which Tom Hanks and Robert Loggia famously danced out the Chopsticks tune on the giant floor piano.

The money came from profits from the sale of plush toy, Snot and a book of his adventures from Smyth’s 2017 brand advertisement campaign. Amit Aggarwal, director of corporate partnerships, commented: “We are absolutely thrilled to have Smyths Toys’ support. This donation will make a real difference to seriously ill children from across the UK being treated at Great Ormond Street Hospital. We are extremely grateful to Smyths Toys and its customers for their generosity. Every Snot sold has helped raise more money to support more patients and families.” Sinead Byrne, joint head of marketing at Smyths Toys added: “Great Ormond Street Hospital Children’s Charity is an amazing cause, and we hope that the money raised will really help to make a difference and put a smile on everyone’s face.”

Re:creation agrees Of Dragons, Fairies and Wizards distribution deal Re:creation will be the exclusive UK distributor of the Of Dragons, Fairies and Wizards Magical Wands range, which has been well received in the US. The agreement between Re:creation and the brand owner, Cepia, will bring the toys to UK shores, allowing children to unlock adventures with the help of an animated dragon or dragon princess host who ‘lives’ inside each wand. Jonathan Kirkley, sales & marketing director, Re:creation commented: “Of Dragons, Fairies and Wizards Magical Wands have the real wow factor. The highly detailed animation and exciting interactions will capture children’s imaginations as they discover a whole new world with their magical host. We are delighted to be chosen to open up this incredible new world to fans in the UK and look forward to a long and fruitful partnership with our friends at Cepia.” Re:creation will launch the Of Dragons, Fairies and Wizards Magical Wands range in the UK this summer. The line-up will incorporate a collection of both Princess Dragon Wands and Battle Dragon Wands in a range of characters, as well as a selection of play sets and accessories, new for 2018.

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Bullyland names Trends as new UK distributor Bullyland is a German manufacturer of popular figurines with a special focus on licensed products. The company has signed an agreement with Trends UK as the exclusive distributor for UK and Ireland, effective from 1st January. Michael Vesterlund, head of international sales at Bullyland, commented: “We are confident that our partnership with Trends UK will enable us to further grow our business within this region and that the new co-operation is a significant strategic step ahead for the future development of our product portfolio within such an important market.” Lindsay Hardy, marketing director at Trends UK, commented: “We are delighted to be working with Bullyland and are very much looking forward to introducing this delightful line to our range in the coming weeks and months.”

News So Slime DIY range to launch in the UK

Added Smile buys Kids@Play

Next year will see the official UK launch of Canal Toys’ award winning So Slime DIY range. The So Slime DIY range utilises a revolutionary formula, allowing kids to make their own slime at home simply and easily. Since shipments of the product started in July 2017, sales have been sensational across the entire range, with over 500,000 So Slime DIY Factories alone sold. In France, it was the No.5 best-selling toy for 2017. The So Slime DIY range has retail price points from £3.99 to £19.99, with domestic & FOB stock available from April. The range will be fully supported throughout 2018 with a comprehensive marketing and media campaign. So Slime DIY is available to view in Hong Kong in January alongside the company’s other new ranges of arts, crafts and creative products launching in 2018. Paul Clark, head of UK for Canal Toys, can be contacted on 07492 411142 or at

Kids@play has announced the transfer of ownership of the business from Malcolm Evans to Nathaniel Southworth. Malcolm Evans will work full time with Nat Southworth, director of Added Smile, during 2018 to affect a comprehensive handover of the day to day running of the business before assuming the position of chairman. Malcolm Evans, founder of Kids@Play, commented: “I am delighted to confirm the sale of my company to Nathaniel Southworth. Nat and I have been working together for the last few months and having reached the milestone of 45 years in the industry, I am excited to handover Kids@Play to someone who can continue its development”. Nat added: “Malcolm is a pleasure to deal with and I am delighted he has agreed to continue to work with us for a few more years yet. Kids@Play has developed a fantastic reputation, which is down to Malcolm’s team and their commitment to getting things right for the customer. We’ve got some exciting plans for the future and we look forward to sharing these in the coming weeks.” Kids@Play will be showing at or attending the London, Nuremberg, and New York Toy Fairs, as well as Hong Kong Showrooms between 2 - 13 Jan, for anyone wishing to make an appointment.

ICTI CARE Foundation undergoes rebrand From January 2018, the ICTI CARE Foundation will be known as the ICTI Ethical Toy Program. As well as a new name, the next generation of ICTI’s Ethical Toy Program will also be unveiled, with an updated mission and strategy, a new membership model and a brand-new look and feel to deliver these changes. ICTI is investing to deliver enhancements and updates to its certification and audit programme, a new membership model to deepen its engagement with brands, increased training and support for factories, and more programmes to engage workers and enhance their well-being. For the last two decades, ICTI has worked collaboratively with the toy industry to raise standards at thousands of toy factories, benefiting millions of workers. Nowadays, toy manufacture is more globalised, toys themselves are more diversified, industry expectations are evolving, and regulation and legislation are strengthening. ICTI’s updated strategy is focused on delivering the industry engagement, responsible sourcing tools, training and support necessary to respond to these challenges and opportunities. An updated strategy requires a refreshed brand, and so this has led to a change in programme name, a stronger visual identity, revamped digital communications and a new mobile-friendly website. The new name ICTI Ethical Toy Program underscores the group’s focus on responsible toy sourcing. Its new mission, ‘Building better lives for workers and a stronger industry through the ethical production of toys,’ highlights ICTI’s focus on working across the toy industry to support the rights and well-being of toy factory workers.

Obituary - Chris Van Doorslaer, Cartamundi

Obituary - Uffe Kloster, Playmobil

Cartamundi announced the sudden passing of its CEO on Saturday 16th December. Chris has been Cartamundi’s CEO since 1997 and was the driving force behind the success of the company. Under his leadership Cartamundi grew to become the world leader in cards and games as it is today. The chairman of the board, JeanLouis de Cartier de Marchienne, commented: “The shareholders, the board of directors, the executive management and the entire workforce are deeply saddened and extend their sincere condolences to the family, relatives and friends. A Steering Committee has been installed under the leadership of the Jean-Louis and the managing director Frederic de Somer.

It is with great sadness that Playmobil announced the passing of Uffe Kloster, commercial director for Playmobil and Lechuza in the United Kingdom and Ireland. Uffe passed away in November. Friends and colleagues at Playmobil, and across the toy industry at large, are deeply saddened by his sudden death. Uffe joined Playmobil in September 2013, and had a huge role in the company’s growth and success. Uffe worked with great commitment towards Playmobil, and helped to grow the business for its two brands with tireless effort and expertise. Uffe’s colleagues greatly miss his experience, profound advice and winning personality. Silke Heinrich, member of executive board, and Axel Schmitz, executive vice president Europe, commented: “Our sincere condolences and deep sympathy are with his family, and especially his two children. We shall never forget Uffe and will honour his memory.

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News StikBots set for another year of growth in 2018

Letter to the editor Dear Toy World, I have just read your article on ToysRUs and noted that four stores will be closing in Scotland - sadly, it seems that the closing saga goes on. When I spoke to your publisher John at the Toymaster show in May, I told him that over 17 toy shops had closed in Scotland in the last two years. Unfortunately, it is still going on; I know of one more that will be closing at the end of this year, Stevens Toymaster in Ellon - sad to say that very few people want to open a toy shop these days and it seems that nobody wants to buy Stevens' business. We agents and sales reps are having to try to encourage other outlets to look at toys, such as garden centres, gift shops and independent stores. However, many feel that it's not for them, simply because they have never thought about selling toys: they tell us "that's for the toy shop." But, in many cases, the toy shop simply isn't there anymore. I was glad to see that the Toy Shop in Helensburgh was saved by a customer, Val Reynard - she is a very nice lady, I wish her all the best. The Shetland Islands are well served, as are the Orkney islands and Western Isles, but when you get onto the mainland, that is when the rot sets in. In Thurso there is a good toy shop, but nothing from Thurso until you get to Ellon; Peterhead, Inverurie, then nothing until Dundee; an excellent toy shop in Perth and their second shop in Crieff, Edinburgh. Two toy shops in Glasgow, no independents - in fact nothing until you get to Dumfries, and that's it. There are branches of Toys R Us and Smyths, as well as one or two Entertainer shops, but those are not good for agents and sales reps as they buy through head office. So, that's what we have to put up with: you can buy on the internet and take your chances that you're not getting fakes, or paying over the odds for carriage charges - and if the product is damaged or faulty, you have the problem of sending it back. Nothing can truly replace having a local store.

Launched by Brainstorm in the UK in 2016, the first social sharing toy of its kind featured an app along with StikBot figures that could be used together to create stop-frame animations. With subsequent line extensions including a Zanimation studio and accessory packs, the brand has grown with consumer awareness of the range at an all-time high as 2017 draws to a close. The StikBot Central YouTube channel now has a staggering 825,485 subscribers and the regular StikBot shows and uploaded videos have enjoyed nearly 285m views. More line extensions will be added in 2018 and will launch at London Toy Fair. These will include two new movie sets, Farm and Space, as well as exciting new StikBot pets appearing throughout the year – Safari Animals and Dinosaur StikBots are set to be popular. Nick Saunders, sales director at Brainstorm, said: “We have a great relationship with Zing, creators of StikBot, and it is testament to their creativity and passion behind the brand which drives its growing popularity. We have dedicated considerable marketing spend to support the brand, and this will continue to grow as we support line extensions via TV and online throughout 2018.” For more information call +44 (0)1200 445 113 or email

Regards Jim McLellan (Agent)

NPD announces top 10 best-selling Christmas toys The NPD Group has unveiled the UK toy market’s 10 best-sellers for the week ending 9th December, the last weekly sales data published before Christmas. Worth £1.2b, Christmas is a crucial time for retailers and toy manufacturers alike. Overall, the fortnight before Christmas accounts for 11% of annual toy sales. Cozmo, the interactive robot made by Anki, tops the list for week ending 9th December, followed by Fingerlings Monkeys by Jazwares. The list sees lots of new entrants including the two top-sellers, Laser X, FurReal Roarin Tyler and Hatchimals. The ranking reflects a strong interest in innovative and interactive toys this Christmas. One particular toy has dropped out of the top 10 after holding the top spot during Black Friday week. The L.O.L. Big Surprise Doll has been so popular in the approach to Christmas that it’s become hard to obtain, and therefore currently ranks 14th as demand has outstripped supply ever since the toy launched.

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Industry Moves Staffing changes at Worlds Apart Worlds Apart has announced changes to its sales and marketing structure for 2018. Emily McLennan is to become group sales & marketing director, while Tony White will be UK sales director. The functions of sales and marketing will come together as one team, with Emily McLennan at the helm. Tony White will support Emily in the further development of the UK market. The changes have come into effect following the departure from the business of Vance Withers, group sales director, at the end of 2017. Vance commented: “After eight fantastic years within the Worlds Apart family, I have decided to take the opportunity to pursue my passion for developing people, and will be leaving the business.”

Rick Rekedal joins Breyer as brand chief DreamWorks Animation’s former chief creative of global franchise group has joined Breyer, along with Fox’s Rhion Magee as VP of creative. Rick has become executive vice president of brand and business development, as the company plans to grow its retail, licensing and consumer-driven business. In more than 20 years at DreamWorks Animation, Rick spearheaded cross-company initiatives to launch such worldwide hits as the recent film and merchandising franchise Trolls. Rick joins Breyer with a vision to develop the classic model horse brand into a broad lifestyle franchise, positioning Breyer for growth through expanded product categories, content development initiatives, licensing and retail partnerships. Rick commented: “I fell in love with Breyer when we worked together on Spirit, and haven’t stopped thinking about the company since. The love of horses is universal and timeless, and for generations Breyer has built an extraordinarily passionate and loyal fan base by delivering on the promise of a horse to anyone who ever dreamed of one. There is huge potential for Breyer to expand as a multi-category lifestyle brand, and to create original content across areas like publishing and new media.” To help develop the brand, Breyer has also appointed Rhion Magee as vice president of creative. Rhion worked with Rick for 12 years at DreamWorks Animation as creative director, including development of the licensing style guide for Spirit: Stallion of the Cimarron. Rhion then moved to NBCUniversal’s TV division, and from there joined Twentieth Century Fox, where she was creative director of global consumer products.

Jamie Mabbs appointed Revell UK country manager As of January, Jamie Mabbs will take up his new role as country manager UK & Ireland. During his five years with Revell, Jamie has successfully introduced a number of major new category launches to the UK & Ireland. Jamie will be responsible for the UK sales and marketing teams and commercial strategy and will be reporting to Revell’s sales director international, Marko Rachner.

Re:creation welcomes new assistant brand manager

Jazwares’ Sam Ferguson promoted to licensing VP After two years with the company, Sam Ferguson has been promoted to serve as the company’s vice president of licensing. Sam recently participated in BLE’s License This! as a panel judge. In his new position as, he will oversee Jazwares’ licensing department, which holds the rights to multiple global youth entertainment brands. Laura Zebersky, chief operating officer, Jazwares, commented: “Sam is a natural in his new role. His competencies add vast experience that will help us achieve a global recognition for our brands. With Sam at the helm, Jazwares’ focus for 2018 on inbound licensing continues as the company develops its own IPs, designed to reach to new markets, audiences and collaborations.”

Zara Sherriff joins the company from Toys R Us, where she was Babies R Us buying assistant. She will support Re:creation’s marketing efforts across the company’s broad brand portfolio which includes Razor outdoor, Lego Lights, Feisty Pets, Bright Light Pillow, and more. Sales and marketing director Jonathan Kirkley commented: “We are delighted to welcome Zara on board. She is joining the company at a truly exciting time. We have recently added a raft of new brands to our line-up and Zara will be instrumental in helping us to bring these to market in the coming months.”

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Marketing World Hasbro Disney Princess retail takeover for independent stores The takeover was rolled out ahead of the launch of the new Disney Princess Shimmer Dolls range in early December. The initiative saw a number of in-store promotions in 245 independent UK toy stores, the first retailers to market the range of Disney Princess dolls wearing new watercolour dresses. Spearheaded by Disney Princess free-standing display units (FDSUs), the range was accompanied by a launch pack of shelf wobblers, window and takeaway posters, and visitors to the stores were invited to enter a Disney Princess colouring competition to be in with a chance to win prizes. The 11 Disney Princess Shimmer dolls feature Jasmine, Pocahontas, Snow White, Belle, Rapunzel, Cinderella, Ariel, Merida, Mulan, Tiana and Aurora. Each doll wears a shimmering gown in their signature colours with images from their stories and a special watercolour design. Craig Wilkins, marketing director, Hasbro UK & Ireland, commented: “We are very excited for families to see the new range of Disney Princess dolls in their dazzling watercolour dresses at independent toy shops across the UK. By visiting the independent toy shops and picking up the Disney Princess dolls, children were able to experience the magic of Disney in the lead up to Christmas.” Paul Reader, product selection manager, Toymaster, added: “We’re delighted that Hasbro has chosen independent toy stores as a platform to launch these prestigious new Disney Princess Shimmer Dolls. We are proud to be the first retailers to market, bringing the magic of Disney and Christmas together.”

Magic Box Toys unveils SuperZings Show & Tell Super Heroes school initiative The initiative will support the January 2018 launch of new collectible range, SuperZings – Rivals of Kaboom! Hitting UK shelves in January 2018, the SuperZings are everyday objects brought to life in a fun, comic Hero vs. Villain rivalry theme. The new initiative has been designed for Year One classes, specifically to turn the popular Show & Tell classroom moment into a much bigger and more engaging experience for five and six-year-olds across the UK, with the help of the new SuperZings characters. An initial wave of 200 schools will receive a free pack containing everything they need to create memorable Show & Tell moments in their classrooms. Ben Harper, Magic Box Toys International, explains: “Working with Playtime PR, we wanted to find a fun yet meaningful and authentic way of bringing the SuperZings into the classroom. From our conversations with teachers at UK primary schools, we know that Show & Tell is a fantastic way for children to develop self-expression, confidence, and speaking skills in front of their peers.” Every child at participating schools will also have the chance to design a SuperZings Show & Tell Super Hero eye mask – there are SuperZings prizes up for grabs and one child will also win £500 for their school. Schools have been recruited to the initiative at and packs will be delivered to successful applicants in January to coincide with SuperZings hitting UK shelves.

My First Thomas & Friends Railway Pals introduces new video content Radio 2’s breakfast show gives boost to Wilton Bradley Presenter Chris Evans told listeners that his young son Eli wanted its Great British Sewing Bee Sewing Studio. Sales manager, Simon Hampton, commented: “I am sure we can find one for him, but we had better be quick as this range is really popular.” The Great British Sewing Bee Sewing Studio is a fully working sewing machine with accessories and a pattern for a clutch bag. Arts and Crafts are a key product sector for the coming year, and Wilton Bradley has brought The Great British Sewing Bee to life for a generation of crafty kids. The machine has foot pedal control, a safety guard, two speed settings top-loading and front-loading bobbins and can be battery or mains-operated. Line extensions include the GBSB Starter Kit; a 42-piece collection of coloured cotton spools and bobbins, tape, scissors, a thimble, a needle threader, and the all-important thread unpicker. There are also six project kits to collect. These kits comprise of how to make a tote bag, an apron, wrap skirt, a matching pillow and blanket, and even a case for a phone or tablet. All kits come with fabrics, patterns and full instructions. Sales of the range have ‘exceeded expectations’, with one retailer wanting to take all the stock.

Mattel has launched new social video content to introduce parents to the new Destination Discovery playset. The content features two different formats including a video featuring little ones communicating the key features through ‘baby talk’, to create an emotional connection with mum. The second video features simple, step-by-step demonstrations of how to build the product, whilst also highlighting the features. The key features of the playset include nine track activation points which trigger sounds and sayings, from songs and destination-themed content, to phrases that encourage children to learn. Over 40 pieces of track are included, while the Percy engine features a new look and a chunky design. The playset also helps little ones develop their cognitive and physical skills including problem solving, balance and coordination. The new content, created by Brave Spark, was supported with a targeted marketing programme including amplification across mobile platforms, and Thomas & Friends owned social media channels. Wendy Hill, director of brand activation at Mattel UK commented: “We’ve created this new content to communicate with parents that Railway Pals is the first entry point to the world of Thomas, and that the toys offer real play value and developmental benefits.”

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Living in a digital world Looking forward to 2018, Martin predicts the buzzwords which are going to be key areas of focus for digital marketers in the year ahead.


ere we go again: Toy Fair 2018. It is my eighth visit, and coincides with the second birthday of Living in a Digital World. If as a communications expert we’ve done our job correctly, you’ll know that Generation Media is celebrating its 10th anniversary too. A review of the past decade and the company’s long-term industry views and opinions are presented within this very publication, so I’m going to focus purely on the year ahead and predict three words that anyone working in the Toys & Games or Kids space will see a huge amount of this year. I’ve given it some thought and I’m going for a trio of: INFLUENCER, SAFETY and GLOBAL. INFLUENCER Influencers, YouTube Stars, vloggers: call them what you like, there is no doubt that these guys were amongst the biggest trends of 2017. Within the phenomenon, our sector was a key area for influencer marketing. The likes of Toys & Me, CookieSwirlC, Ryan ToysReview and ToyPudding TV have collectively made millions in revenue reviewing toys & games, confectionery, apps and video games – it’s been a gunslinging, swashbuckling “name your price” market for some time. In fact, industry insight suggests that even more brands will invest this year. But are we at a tipping point? Have these influencers priced themselves out of the market? By increasing their fees, these influencers risk being drowned out by a new wave of microinfluencers. Buying reach on a uniform CPM basis makes more commercial sense to brands and agencies alike, as does the guarantee that videos views are going to be geofenced within the UK. This will be an interesting corner of the market for observers in 2018.

SAFETY Of course, brand safety has always been essential, but now we spell the phrase as a proper noun and a whole industry has grown up around it – and for good reason. In May of this year, EU GDPR (General Data Protection Regulation) becomes law – and we should all be a little nervous, yet enthusiastic about the prospect of safeguarding our audience. As a responsible brand working with a responsible media agency, you have little to fear. Only deal with suppliers who can prove they are safe and adhere to GDPR guidelines around data collection. I predict that Google will be the platform under most scrutiny in 2018. Issues around the content that kids are exposed to via YouTube rumble on – but who fires first: Google, industry bodies or the government? In summary, I’m fairly sure we can never have a truly free and totally safe internet, but more can be done and should be done to shore certain elements up. The effects of the recent net neutrality repeal for our target market remain to be seen, but overall I don’t hold positive sentiment. GLOBAL The UK may be heading towards Brexit (one way or another) but when it comes to digital online, we are only ever going to further globalise. Donald Trump’s unadulterated thoughts are with the entire planet as quickly as he can press ‘Tweet’, and this has ramifications for marketing too. Expect more and more brands to look at the bigger picture. There are great savings to be made and accelerated wisdom to be produced by taking a hive mind approach to digital strategy, although it is equally important to know local markets intimately. As an agency we are set up to provide global solutions for our clients; in a

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Martin Doyle

Head of Digital, Generation Media. Tel: 0207 307 7908 linear world that is an advisable approach but in the digital world it is essential. What a fantastic opportunity for UK & Irish brands to step up and continue to lead the world in safe and effective digital marketing to kids and families. A final couple of words that didn’t make my top 3: keep an eye out for both Facebook and Apple. The announcement of Messenger Kids probably caused more consternation than Zuckerberg & co. expected – will it still be here at the end of the year? Apple has also recently made a couple of interesting acquisitions - none more interesting than Shazam in December. I don’t think this purchase is about putting a complete Ferrari in the garage. I think it’s more to afford the Apple mechanics the opportunity to get under the bonnet, take the sports car engine that has been fine-tuned across years of development, and move it into the Apple chassis – aka the iPhone and other flagship products, with game-changing results. Keep a watching brief on both. I look forward to seeing you around Olympia during Toy Fair – do say hello if you spot me on my rounds. It would be great to talk to you about how Generation Media can assist you in 2018, or to challenge my predictions above. Regardless of whether they come to fruition, one thing is for sure: it’s going to be a momentous and exciting year and we can’t wait to get started.

NPD Insight 2017 – A year in the shadow of 2016? NPD’s Rory Partis analyses peak season trading data for 2017.


t the time of writing this article, we are just over a week away from Christmas, a time when the toy market is at its busiest. It is also the day after NPD released the latest weekly data for the UK toy market, which showed that the first week of December was -11% in value and -17% in volume. These are not figures that we like to see at this time of the year, but there is no way of sugar coating the numbers; we have seen a decline in the last eight consecutive weeks at the most important time of the year. Peak season (weeks 40-48) is currently showing a trend of -8% in value, which is over £60m less than the same period in 2016. So the question I’ve heard most from our clients in the last two weeks is, ‘What the hell is going on?’ Let’s try and make some sense of it all. We must first point out there have been some really positive trends and some great successes in 2017, but the market is clearly down versus 2016. We’ll cover some of the success stories later, but I think the main observation of the current -3% value trend is that 2016 was a phenomenal year, and it was always going to be hard to replicate that. In 2016 we saw value growth of +6%, which equated to over £200m more than the year before; it was a record-breaking year. With over 200 manufacturers adding value to the market in 2016, we saw growth coming from many different areas of the market, which in hindsight was always going to be very difficult to follow. The performance of Star Wars is a perfect example of the comparison to 2016. Star Wars as a total property is currently showing a trend of -38% in value, which in

isolation sounds quite negative. However, Star Wars has still amassed over £50m this year so far and is the Number One property for the year - the only property which brought in more value than that last year was…Star Wars! With four weeks still to come in 2017, Star Wars has the potential to have another stellar year, and remember, in 2016, it was the largest property we’ve ever seen in toys. Ironically, one of the biggest contributors to growth in the toy market in 2017 has also been one of the biggest reasons for the negative trend. One of the big success stories of 2017, which is, in fact, a global trend too, is collectibles. Around 10% of all toys value in 2017 has come from collectibles and this has grown by +20%. The range of collectibles has expanded too this year, spanning many categories, with items such as LOL Surprise! and Fingerlings being standout items of the year. What this has also meant is an expansion of the collectibles price point, whereby collectibles have moved into higher value price points. In 2015 around three quarters of all collectibles were under £10, but this year only two thirds are under £10. The biggest growth by price point for collectibles is in the £6-10 price point and the next fastest growing is actually the £15-20. What this has meant for the market in 2017 is that collectibles have possibly become a “main toy” purchase, rather than an additional purchase as they have been in the past. So they have added value, but potentially at the expense of other categories in those £10-20 price point areas? When looking back at 2016, there are other factors that have definitely had an impact on the

Growth in collectibles coming from £6-10 price point, along with higher price points growing too. Expanding price point of collectibles?

YTD November 2017 Star Wars Batman

£6 - £10

Disney Princess

£3 - £6

Cars The Movie

£15 - £20

Peppa Pig

£10 - £15

Paw Patrol

£50 +

Power Rangers

£30 - £50

PJ Masks

£20 - £30


Under £3 £40




Value £(MM) The NPD Group, Inc. | Proprietary and confidential


trend. We had a bumper year for football stickers in 2016 and this hasn’t been replicated in 2017, with no high-profile football event. Movies have been big in 2017, but sales of related product is still in decline, and with £170m in value for Star Wars, Frozen and Avengers alone in 2016, it was always going to be a challenge to match the numbers. Another point to note is that the summer craze of Spinners probably hasn’t been picked up fully by NPD due to the nature of our EPOS panel and the fact that these items may have been sold in retail channels outside of our coverage. But there have been success stories: the strength of collectibles, a strong Pre-school category driven by some great licences, the continued strength of the games category and some great items in the robotics area. So 2017 hasn’t been quite as strong as the trends we’ve seen in previous years. But it is definitely worth remembering that 2016 was a huge year for toys with strong +6% growth, a hard act to follow. There are still some great trends to take into 2018, which will hopefully pull the toy market back into the growth that we all expect and like to see.

Top 10 Licences

UK Collectibles - Price Points


Rory Partis

Director UK Toys & EuroToys NPD









Spider-Man 0

Value Change £(MM)





Value (£MM)

Source: The NPD Group | Retail Tracking Data | UK | YTD Nov 2017

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

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Source: NPD EPoS Retail Tracking


Top Licences The #1 licence in 2017 is still Star Wars, and with the release of the latest movie in December we should see this retain the #1 spot. Pre-school licences also feature heavily in the top 10, with Paw Patrol, Peppa Pig and PJ Masks all in the top 10 for the year. It’s worth pointing out that Paw Patrol licence sales do not include the Spin Master value, so this is an indication of just how strong that property has become in the toy market. Movie lines also feature with Batman, Cars the Movie and Spider Man all appearing in the top 10 licences, so far this year.

The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers and drive profitable growth. Sectors covered include automotive, beauty, entertainment, fashion, food/food service, home, office supplies, sports, technology, toys, video games, and wireless. To monitor what’s happening in the ever-changing toy market, NPD collects pointof-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 Follow NPD on Twitter @npdgroup

Total Items

Oct 2017 Rank

Nov 2017 Rank

Cozmo - Anki



Item Progression: Cozmo is a real-life robot from Anki and has seen strong sales in November, moving the item up to #22 in the total toys market. Cozmo is well placed to have an even better December, as the item should feature highly on a lot of Christmas lists.

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A happy new year Several kind independent retailers took a breather from the hectic December trading to speak to Toy World and tell us how 2017 was for them, their expectations for the toy fair season and Q1 - and their thoughts on the benefits of being a member of Toymaster. Paul Stewart - The Nappy Pin - Dundee, Broughty Ferry, Cupar

Business over the past 12 months has been testing. We have been in business around 40 years now, and have three shops, and I would say that over the last 10 years there has been a decline in business each year. The internet has to take 60-80% of the blame for that, as far as I’m concerned – with the rise of online retailers such as Amazon. Competition with online retailers affects everybody to some extent. The current younger generation is so used to buying things online, using their computers or phones, that I cannot see how this will ever change.

You simply can’t compete, be it on price or on shipping and delivery. However, having been in business for so long, we know how to deliver superb customer service. If our customer doesn’t know the best line or product to go for, or what toy is most appropriate for a certain age, we can talk them through it and physically show them the products that we feel are suitable, to help them make an informed decision. This is so much better for the customer than looking at pictures online, and essentially guessing what to buy. A further issue with shopping online is the risk of buying something faulty, with the associated hassle of repackaging it and sending it back. A lot of our ranges are set out on the shop floor, and we are happy to open boxes and assemble things as much as we can, so that customers can see what they are like. Lego is our saviour – we stock a lot of Lego and always have done. We tend to find that sales are strong up to around the £50 mark; beyond that, people go elsewhere to buy it because it’s cheaper. It seems there is a threshold under which people are happy to buy from a brick & mortar retailer, but beyond it they start shopping around for the best deals. Also, I feel age comes into it. We have some older customers locally that perhaps aren’t

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so clued up on the internet or online shopping, and they are happy to come into the store to make their purchases. But these customers aren’t going to spend £100-200 on a toy – they are looking to spend in the region of £20-30. The Lego products we stock sell well across the board; sales aren’t specific to licensed lines like Star Wars or Ninjago. Customers will simply pick something of the appropriate value, whatever that may be, unless the child they are buying for is collecting a certain range or theme. Everyone was after the same things at Christmas –L.O.L. Surprise! Dolls and Wowwee’s Fingerlings – and the thing we heard the most from customers coming into the store was “You’re our last hope.” They’d tried everywhere else without luck, including online, and they then visited us in the hope of finding those products that they’ve failed to find elsewhere. Whether or not we could help them

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obviously depended on our stock levels, as L.O.L Surprise! and Fingerlings moved through the shop very quickly, but we did our best. We sell a huge variety of products, but our strength, especially at Christmas, very much lies in pre-school. Fisher-Price, Tomy, VTech and Leapfrog performed really well for us (as they always do), and this type of product isn’t really price sensitive. We also sell a lot of Britains tractor and farming models at Christmas, being situated in a rural farming community. We also did very well with jigsaws from Ravensburger and Jumbo. Sales were good across both children’s and adult’s ranges – we sold an almost an equal number of 1000+ piece adult puzzles as we did the 50-piece kids’ or wooden baby puzzles.

Christmas trading was down this year. We’ve yet to do our final calculations, but it’s in the region of 15-20% down on last year. Again, I feel that this is in large part down to competing with online retailers. The snow and ice in mid-December also didn’t help matters – from a convenience point of view, if you can sit in a warm house or at your office desk, and not have to venture outside to brave the adverse weather conditions, online shopping is going to have a major appeal. As we are up in Scotland, and most of the toy companies have agents, unless they visit us we don’t always get to see all the new ranges. We ensure we have bought all the new lines that we possibly can for Q1, but first and foremost we try and stick to tried and tested products that we know will sell well – safe lines like Lego, arts & crafts lines, and the like. Being situated so far north we haven’t made it to Toy Fair for the past few years, but we do go to the Toymaster show in Harrogate. The timing of the Toymaster show in May works well for us; we are coming into summer, and starting to think about Christmas. The Nappy Pin was actually one of the founding members of Toymaster, so we have been involved from the very beginning. As a member

you get better discounts than you would going it alone, and it can really help to reassure customers by having that name and logo above your shop door. Anyone thinking of becoming a member should certainly approach Toymaster and see what they can offer. Certainly, one of the biggest benefits is being able to go to the Toymaster show; being able to see all the suppliers and deals within the three days. Trading is currently very difficult for so many retailers, but I don’t think Brexit will impact business for us at all. Pricing will probably vary, but at the end of the day the consumer will either come in and buy something, or they won’t. I don’t feel that Brexit will affect us as a small independent business. I think there is a lot of scaremongering surrounding the Brexit process – Britain has manufactured and traded goods with European countries for hundreds of years, and the government will just have to find a way to sort it that suits everybody as best it can. Legally it may be a difficult time, but for independents I think it’ll all be ok in the end. That said, and I’ll be brutally honest here, if I wasn’t in the toy industry, would I open a toy shop? Definitely not. Everybody thinks they will be able to offer something different, but in reality you just can’t. Anyone with a bricks & mortar business will struggle against online. After all, you can buy anything you want nowadays without ever leaving the house.









Richard Harding - Puff’s Toy Shop, Wymondham Overall, business throughout 2017 has been steadily up on last year. Christmas arrived later for us than in previous years and hasn’t had as much of an impact in November/December, which is something we will have to look at, but the year-end saw an increase, so we really can’t complain too much. Pokémon continues to be a strong seller for us, and Orchard Toys, which are made just half a mile away from our shop, is always a consistently good brand to have in. I’m also a firm believer in good board games and that category is growing for us year on year. Playmobil has been very popular, especially the Special Plus range, which we offer in

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a branded dump bin. The performance of Lego is as steady as ever, but we’ve lost our rep and the new webshop and email service isn’t very responsive. Soft toys had previously been a slow area for Puff’s, but we recently decided to try some fresh offerings which have really boosted sales in this area. We are now seeing good turnover thanks to steady new releases, including licensed products based on popular pre-school animations. Christmas has been decent for us, but not brilliant, and I think nearly everyone on the high street found the festive period the same - things are unstable and people are wary. Added to this is the ever-increasing move to online shopping

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Talking Shop and the growing problem of cheap online fakes that certain sites, such as Amazon, do very little to stem. All these things hit the bricks & mortar retailer’s footfall. As such, we have got to focus on the knowledge, service and ranges we offer. I feel it’s important not to rip customers off when stock becomes rarer – again, something commonly seen on online retail platforms. Our themed window display attracted a lot of attention over Christmas, which ultimately converted to footfall, and our biggest festive surprise was squishy bananas which we got from a local distributor – we couldn’t get enough of them. In 2017 we had a strong Q1, so I’m hoping for a repeat of this in 2018. Our primary customer base is people looking to purchase presents for parties and, of course, these types of events come around every year. As spring approaches, we are stocking up on the usual outdoor essentials and garden toys, including STEM products for kids who love the outdoors, like magnifying glasses and bug jars. As a small retailer, our major focus in terms of toy fairs this year will be the Toymaster show at Harrogate in May. We find that the atmosphere at this show is nice and relaxed - at least for the buyers. We enjoy taking our time looking at all the product lines, before returning to our hotel room to drop off the catalogues, where we can chat about the products over a nice cup of tea.

We find at shows nowadays that the lines that are new to us are getting fewer, as our supplier knowledge widens. Seeing the physical product at a show can really help with decision making - both for and against purchasing - but a good catalogue is also really valuable to us. The occasional giveaway can be used to demo to customers and help drive sales; for example, we’ve made good use of the Lottie bags from the last couple of Toy Fairs we attended. Being a Toymaster member has given us access to suppliers who wouldn’t have taken us on before. Advice from members and the occasional visit from a Toymaster director has persuaded us to take several new lines - and to avoid a few too! The information on the Toymaster website is brilliant, as are the aforementioned Toymaster show and the two regional FOB meetings per year. Overall, Toymaster provides excellent value for money, especially as it actually works out as a credit, due to their better trading terms. I’d highly

recommend membership to any independent. We may not be the average member (if there is such a thing), as we are smaller than most and don’t stock as much of the mainstream TV advertised lines, but if it works for us it can work for anyone. My best wishes to everyone for a successful and happy 2018.

Simon Adams - Toy Town Woodbridge Business was down generally in 2017, potentially because a Smyths store opened very close to our premises. I also think that more and more people are shopping online now. What I see happening all too often is people checking our prices against online retailers from their smart phones, when they are looking at the products in the shop. This is fine, because we agree to match the big boys anyway - so we don’t lose the sales, but we may lose margin. However, something which independent retailers can offer customers, which online retailers can’t, is a high level of customer service. I think that customer service goes a long, long way. When we interact with people who come into the shop, and talk to them, we find that this drives more footfall and encourages regular customers. Last year, stand out products for us were certainly the L.O.L Surprise! dolls, as well as Fingerlings - when we were able to stock them - but the main stand out runaway success was Crazy Aaron’s Thinking Putty. At this stage, I see the first quarter being successful for us. We are planning to go to London Toy Fair, and also the Toymaster show in May. I feel it is important for

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independent retailers to go to the trade shows, especially London Toy Fair, because it is the only time of the year that we are able to see everything out in one go, with new products as well. I am most looking forward to seeing the new varieties of Crazy Aaron’s Thinking Putty, and I think anything to do with Paddington will perform strongly as well. Another advantage for independent retailers who go to the trade shows is that they present so many opportunities. Nine times out of ten there are exclusive deals from suppliers at the shows; it’s worth taking some of these on, so that we can compete with the big boys. There are also so many benefits of being a Toymaster member. I have been with Toymaster from day one 1989; they work so well with independent retailers. The terms they work out for us with companies such as Lego are a huge advantage. If you are a complete independent, terms can be challenging to negotiate, but as soon as you mention Toymaster there are no problems at all. I would recommend Toymaster to any independent retailer because you are able to get so many products at preferential prices. There is a cost involved to become a Toymaster member, but it works out in your favour because of the huge amount of deals they are able to offer.

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Christmas time, mistletoe and slime…

Pamela Beckett - Honiton’s Toy Shop, Honiton 2017 was up and down, with good and bad months. A lot of people these days are making more purchases on websites like eBay, and that affects small independent shops like us. We do have more success with the tourist trade; when they come to smaller towns like ours, they love the independent shops, but the locals tend to leave the smaller towns and go into the big cities, so it’s swings and roundabouts. Lego always performs strongly for us, as do products from Bruder, as we are located in a farming community town. Toy horses and other animals, as well as tractors and trailers are one of our runaway successes - not just of the last 12 months, but year after year. Traditional games, and arts and crafts products, are also consistently popular with our customers. Thankfully, the Christmas trading period was successful. We are a traditional shop, but we do stock high-profile toys too. The biggest sellers for us were the products which performed well throughout the year, and not just at Christmas, such as Paw Patrol and Lego, which we constantly need to re-order. It’s just a shame that we struggled to get hold of enough stock over Christmas. Usually we do very well in the first quarter of the year; sales have been very strong recently, so hopefully 2018 will be the same. Sometimes people expect to be very quiet during the first quarter, but new releases bring customers in. We get a lot of new products in from the trade shows, and there are always new character launches, so the first quarter is actually quite a vibrant period. We will be going to Spring Fair, but I am currently unsure about Toy Fair due to family commitments this year (the arrival of twin grandchildren means we may be a bit busy). We have been going to Spring Fair for years, it is such an important event because we always need new ideas to keep the shop fresh. We always pick up something new there, particularly because there are lots of products on the gift side which will fit into our toy shop. There is always something new or updated, or something novel which we hadn’t yet thought of, so it inspires us to think of new ideas that would suit our business, and which could potentially attract new types of customers. For example, we are looking at increasing our range of gadget-type products. We keep changing our profile every year, as well as changing the layout of the shop, the position of the till and stock. This year we are looking to bring in a whole new mix of product, and this is why we find value in going to the fairs. We are a Toymaster member and there are so many benefits to being part of the group. They help us with discounts with the bigger companies, they help us with advertising, and the Toymaster name gives us a presence on the high street. People don’t look at you as an independent, they look at you as part of a chain, even though we aren’t; because Toymaster is a known, trusted brand, it really helps to drive footfall. We need to keep modernising and upgrading constantly. I believe you can’t ever afford to get complacent, it doesn’t matter how long you’ve been in the business, as I have been for 32 years.


Toy Barnhaus

s we write this, it is the 8th December. We have sat down with a mince pie, and cleared our diary for half an hour away from the madness to write this. No mulled wine though as we might not get back up. We have heard there is a possibility of snow, and are debating whether to dig the sledges out of our warehouse, and get them into our stores. It would be nice to sell some, but at this time of year, snow does not really help sales at all. At the first hint of cold weather, Southern Rail has gone to pot, either leaves on the line, or frozen points, we are not sure what. On a serious note, sales through November and early December have been encouraging so far, although nothing has really got going. Despite all the hype and some negative publicity, Black Friday was a success for us. We ran a promotion all week, but it really is all about the Friday and the weekend. As in previous years, customers picked up some of the sale lines, but mostly it was general stock, which was great for our margin. We have now cleared all our stocks of LOL Surprise! dolls; there is nothing to really replace it, in terms of volume. Our star category continues to be pocket money, which is flying out. It is a great margin area, and tends to be more of a bricks and mortar purchase, so brings the customers in. Slime continues to be one of the best areas, and slime making kits are equally popular. The Silly Slimy Fun Kit from Character is our bestseller by far. In our peak final couple of weeks, we always review our till areas, and select impulse lines to help add on to the basket spend. In WHSmiths you get offered a chocolate bar as an add-on sale, in Toy Barnhaus you get offered a whoopee cushion! We will then begin to prep our Boxing Day sale launch, selecting what products we need to try and clear after Xmas. Although not as busy for us as before Xmas, the week after is like six Saturdays in a row. With the kids always having their Xmas money to burn, it is the one time of the year when most parents give in and let them buy whatever they want, as it is their money. We will keep working through that period, and then take some time off in the New Year. We have been a member of Toymaster for many years, and it has many benefits for us. At this time of year, gift vouchers are a big boost for us to be able to offer our customers, and something we could not run ourselves. The vouchers are one of our bestsellers, and hopefully will come back to us as sales. What we particularly like about Toymaster is you can pick and choose which bits work for your business. The agreed terms with several hundred suppliers makes ordering from them dead easy, and speaking to other members is a great way to pick up tips about what is working well and what is not. After Xmas, our eyes turn to the shows, and our diary for Toy Fair is filling up fast. After the madness of Christmas, it is great to have this to look forward to, and see what will be the bestsellers for Xmas 2018. See you there.

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Special Feature


Be your own master

Toy World spoke to Toymaster’s Paul Reader and Yogi Parmar about the benefits and opportunities of becoming a member, as well as some common misconceptions about the way the buying group operates, which may potentially have dissuaded some retailers from applying to join.

Are there any common misconceptions about membership that you would like to dispel?

Paul Reader, product selection manager

How has 2018 been for Toymaster so far? It has been a difficult and challenging trading year and in line with NPD data, we are trading down with some of the top suppliers. However, due to some fantastic crazes including spinners, slime, Crazy Aaron’s Thinking Putty, and floam, most of our members’ sales have been stronger than expected and everyone is looking forward to the all-important Christmas sales period.

How many members does Toymaster currently have, and how has your membership grown over the years? Toymaster currently has over 150 members with 250 independently-owned retail stores throughout the UK and ROI. We even have a member in Malta. Our membership has fluctuated over the years in line with the changing retail climate. We have less multi-branch operators and more general market town retailers. We are focused on bricks and mortar retail and are able to offer support in a number of ways, to help independent retailers compete in the challenging trading arena.

What are the benefits of membership for independent retailers? There are many individual benefits, which are summarised in the chart at the end of this article. We pride ourselves on our relationships with both members and suppliers, and are genuinely committed to improving independent toy retailers’ standing within the toy retail market.

The single biggest misconception surrounding Toymaster is that members are required to take part in everything we do, which is simply not true. We provide a simple menu of marketing activities for members to consider. They take part in those activities that they feel suit their business; however statistics show that branding a business or indeed associating with the Toymaster brand drives considerably increased consumer awareness. Marketing activities available to members include catalogues, window display features, consumer promotions, social media activity, and character visits from our popular mascot Toby. Every member decides what they want to take part in and when; nothing is compulsory. All buying, ranging and marketing decisions are made by individual members. We simply ask them to support the activity fully if they have chosen to take part.

How important is it to Toymaster for members to be truly independent? Our biggest strength is that our members are all independent. They run their own business; we are here to help them trade more profitably. Independent toy retailers know their customers and their local community much more intimately than any national chain. Our vision is to make all members a destination store for toys in their town An independent retailer shares all the values that we do. We like to think we help the little guy compete with the big guy on a more level playing field.

Does your relationship with certain companies help when it comes to securing stock? We pride ourselves on our relationships with suppliers and are constantly working to ensure that all our suppliers are working well with Toymaster and our members. We promote two simple working practices for our suppliers: firstly, be serious about working with independents and we will be serious about working with you. It truly is a partnership that we are aiming for. Secondly, positively discriminate in favour of independents.

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Yogi Parmar, operations director This works for our members when we are able to offer hot lines of product that are in short supply. Suppliers like the fact that we can communicate to all members simultaneously and use our newsletter service to outline what is happening; new ranges, launches, stock allocations or any exciting promotional opportunities, along with exclusive items and promotions at times. Our purpose is to ensure the long-term survival of independent toy retailers and we have a 12-month programme of buying, marketing and promotions that supports members.

What does Toymaster offer its members across the year? Here at Toymaster Northampton Head office, we pride ourselves on the service we provide. The communication network between suppliers, members and Toymaster is so important, and goes a long way to enhance the relationship between supplier and member. The May Show encompasses all that we are about and showcases how both members and suppliers are working together to maximise mutual opportunities. The fact that all of the industry’s leading suppliers choose to attend the Toymaster May Show demonstrates how important independents are to the toy Industry as a whole. The May Show is open to all like-minded independent bricks and mortar toy retailers, regardless of whether they are a Toymaster

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Special Feature The benefits

member or not. We would encourage retailers to come along and see how Toymaster membership can work for them We also provide members with a direct import program (FOB) twice a year, and they have the opportunity to view the range at one of our three regional meetings in Harrogate, Swindon, and Dublin. These venues also provide members with the opportunity to talk to each other as well as pick up fantastic promotional giveaways and point of sale.

How important is the Member’s Forum for knowledge exchange? Members find the opportunity to network with each other, sharing experiences and trade knowledge invaluable especially during our regional meetings, the May Show and, of course, London Toy Fair. If members are unable to join us at any of the above events then our Members’ Forum is the ideal platform to ask questions and share information. The Forum is for members only and enables members to communicate with other members. You definitely get the good, the bad and sometimes ugly comments on the Forum, but this just demonstrates the passion everyone shares to succeed.

Do the financial advantages of membership outweigh any associated membership costs/ fees? The financial benefits of joining Toymaster are more than offset by members’ access to over 200 suppliers, including all major toy brands, and a one stop shop for accounts; the industry lead accounting services for members, T.I.M.S. Retailers don’t require several book keepers and an endless trail of paper invoices and documents. T.I.M.S is simple to use and navigate keeping each business completely up to date and in control. Being part of a group and having access to other members takes away the isolated and lonely feeling that some independent toy retailers experience. The extended payment terms negotiated on behalf of members enable independent retailers to improve cash flow and manage deliveries in a more controlled manner. Ask any member about the benefits of being part of the group and they will say they are financial, for both tangible and intangible reasons.

How does a retailer go about becoming a member? That’s the simplest question of all – just go onto our website , scroll down to the links section and click Become A Member. There is lots of information about Toymaster and then click on What Happens Next. Complete the form and submit. One of our experienced team will then be in touch with further action points.

For more information on how to become a member please contact:

Toymaster is a mutuality, a non-profit making organisation, which is wholly owned by its members, and every new member by definition also becomes a shareholder. - Access to over 200 toy suppliers. This includes all of the major toy brands. 85% of suppliers offer Toymaster members end of month + three month payment terms. This also includes exclusive offers and deals. - Marketing your business. Toymaster offers a year-round marketing campaign, including catalogues and exclusive window features. This also includes help and advice on how to run social media campaigns for local communities. - Central invoicing and central payment. All Toymaster payments are available on a private, secure web area. Payments are made to Toymaster for invoices due every month. Toymaster then pays the supplier on the member’s behalf. - It’s good to talk. The Toymaster membership with over 150 members (running 250 shops in the UK and ROI) make the most of networking and communication with fellow like-minded toy retailers. - Communication. Toymaster will send you up-to-date information regarding the toy trade, top 100 toy sellers, toy trends, and more. Toymaster will also help with in-store theatre and merchandising. There is also friendly and helpful staff on hand to help at all times. - Trade shows. Toy Fair Olympia – Members can take advantage of its room, only available for Toymaster members. Regional Meetings – exclusive FOB programme to help with retailer’s margin mix. May Show – Members can take advantage of Toymaster offers from over 100 suppliers and network in the toy trade.

Paul Reader Yogi Parmar

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Retail Interview


OnBuy on the right track Toy World spoke to Cas Paton, founder of online marketplace OnBuy, about why he has decided to take on retail giant Amazon, the reaction he has received from consumers so far, and how the platform works with sellers to ensure success all round. When you announced that you would be launching a website to go up against Amazon, how many people told you that you were crazy?

Can you give us a brief history of OnBuy? OnBuy launched in November 2016 and, as a big fan of toys and games, I’m pleased to say our first sale was a magic set. To say that we have grown massively since then is an understatement. We marked our first birthday a couple of months ago and listed our two millionth live product. That figure is going up all the time, as sellers hear about us and want to get on board. So we’ve achieved a lot in just over a year, but the journey is just beginning.

What made you decide to take on one of the largest and most powerful global retailers? Firstly, entrepreneurship runs through my blood - I like to innovate and challenge. But secondly, and more importantly, I had been working in the e-commerce market for several years and got a real sense from traders that they wanted an alternative that offered a better deal. Any good entrepreneur responds to the needs of the market, so once I recognised that there was room for an alternative; it was just a case of making the concept a reality.

It’s fair to say a few people thought it was a mountain I wouldn’t be able to climb, but after the first year of operation, I’m delighted to have shown that we are on that path. OnBuy has experienced huge growth in its first year and that’s testament to the strength of our offering. Sellers want an alternative, and we provide it.

What reaction have you had so far from consumers? Very positive. We are seeing online traffic booming at upwards of 300,000 users per month and the run-up to Christmas was extremely busy. Consumers are more price-sensitive than ever and before they order from somewhere else, more and more people are checking OnBuy to find out what the best deals are. We have a dedicated section for fantastic bargains called OnBuy Deals, which is proving to be extremely popular with consumers.

What are the key elements that make the website user-friendly? Simplicity is the one of our strong points – we give the consumer all the detail they need, but don’t overclutter the page with unnecessary information. The OnBuy site, including the toys section, is very easy to navigate. So we split the section into categories that we know consumers will search for such as electronics, or baby and toddler supplies, and those results can be refined according to price, brand, age category etc. We give prominence to the most popular products,

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as well as our best deals, to add to the shopping experience, and we use seller and product reviews so consumers can make informed choices about what they are buying. OnBuy works whether the customer is short on time and looking for a quick bargain, or really wants to do their homework and compare prices across a range of products. Our payment and delivery options are hassle-free and our aim is to make the shopping experience as stress-free as possible. OnBuy is also stable and secure last year we signed a two-year deal with leading online cloud services provider UKFast, which ensures the stability, reliability and speed of the OnBuy platform.

How many consumers are currently visiting the site, and are you happy with the number of visitors that are actually buying from the site? We’re seeing upwards of 300,000 users a month and this is going up all the time. We’re happy with the growth curve we are seeing as awareness of OnBuy increases. We just enjoyed our highest ever sales month and are coming off the back of a major Christmas and New Year advertising campaign on ITV, so I would confidently expect our numbers to increase by a huge amount in 2018.

What are the key commercial advantages for toy sellers in working with OnBuy? In a nutshell, putting more money in their pocket. Low or no seller fees means sellers can pass on savings to their customers and maximise sales. Rather than paying a huge chunk in commission fees, the seller can actually concentrate on growing their business. OnBuy is very much about partnerships, so we make a commitment to support businesses, promote their product, maximise their sales and never compete against them.

Retail Interview


How important is it to have a marketplace that doesn’t compete with its own sellers?

Do you have measures in place to ensure sellers are reputable, and the products genuine?

Hugely – that what makes OnBuy unique. In our dealings with sellers, we heard time and time again that they didn’t feel supported by the major platforms – and, in some cases, that those platforms actively worked against them. We support sellers; we see ourselves as being partners with them, not competition.

The facility for users to rate sellers is very important for consumers, and we place a great deal of value on that. We check sellers out before they come on board to ensure quality, and of course there is a very robust complaints system in place. You can never 100% say that there won’t be any problems with online sellers, but what we can say is that we take complaints very seriously, investigate thoroughly, and have no interest in working with sellers who are not 100% genuine.

Where do you stand on the question of responsible online pricing? A responsible pricing strategy is key to the success of any online marketplace because ultimately, consumers need to have absolute confidence that what they are buying provides good value. What we can say is OnBuy will always aim to offer the best value anywhere online.

How many product lines does On Buy currently feature? We are at more than two million but that figure is growing daily, as new sellers come on board across the range of product categories.

Is toys a category you’re looking to grow in 2018? In one word – Yes! We love toys and games at OnBuy. Our team is constantly looking for new crazes and trends in the toy market, so we currently have some great bargains on pebble painting kits and we did good business on fidget spinners when they were hot. Toys are hugely important to us, particularly in the seasonal markets. We have a good spread of toys and games across every category, but we are looking to grow these sections even more in 2018. We feel that there are still large gaps in our offering and always will welcome toy sellers with open arms.

You describe OnBuy as a ‘British marketplace’ – what values do you hope sellers and consumers will take from this? I’m British and I’m very proud to be a British entrepreneur, but the brand is shifting slightly from this message to be aligned more as a “marketplace based in the UK” and the “UK alternative to Amazon”. We wanted to tweak the focus slightly as the brand grows in scale and potentially reaches new markets overseas. We are still very much a recognised UK brand and proud to have our bases in Bournemouth and Manchester.

Is the difference in size between OnBuy and Amazon an advantage or a disadvantage when it comes to the experience of both sellers and consumers? Amazon is one of the biggest brands in the world, so in terms of size of operation, at this stage, they beat us. But OnBuy’s size works in our favour I believe. For sellers, it means we are able to provide a much more personalised, tailored approach and, it goes without saying, it’s a

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partnership when you sign up to sell with us. Our size, so far, has given us that flexibility to respond to the needs of the market and listen to what sellers want. Our scale of operation means that we never compete with our sellers. For consumers, we’re offering something different and offer bargains they wouldn’t be able to get elsewhere. There’s plenty of room in the market, I believe, for an Amazon alternative.

What role will your TV campaigns play in making On Buy a household name? We wanted to go big and have high impact – and that’s certainly what we did. Our Christmas and New Year advertising campaign reached at least 20m UK households across ITV 1, 2, 3, 4 and Be, and was featured in key prime-time movies slots. So in terms of brand awareness it was huge, but just one cog in the wheel at this stage. We have some major advertising plans for 2018 – across TV and digital – and that’s why it’s a good idea to sign up now.

So, in a nutshell, what is your message to companies looking for a new opportunity to grow their business online? Shopping online is all about choice, and we know that consumers who may have stuck to one platform, such as Amazon, in the past, are now much more savvy and likely to shop around. We’re here to support sellers, and help them to grow, without driving down their margins or competing with them. We’re investing in them because we know that it’s a two-way relationship. Our fee structure is designed to make selling via OnBuy an easy choice for sellers – and they will flourish as we do. Our message to consumers and to sellers is “Get On It” – if you do, we will look after you.

Company Profile

Generation Media

Talkin’ bout my generation As Generation Media celebrates its 10th anniversary, Toy World spoke to Dean Weller CEO, about the company’s first decade, and what he predicts for the future in a rapidly changing technological climate. Looking back, what has changed the most? I’ve been following politics for long enough that nothing surprises me any more – but Brexit is probably the most impactful political event of the past decade. Technology has had similarly seismic, if not explosive consequences in the way we reach our audiences. TV, especially in the kids’ space, is often maligned as a dead medium. It is nothing of the kind. It has a big future; the challenge for brands is making TV work within the wider media mix alongside digital online.

How have you adapted as a company to these changes? Dean, congratulations on the 10th anniversary of Generation Media. Does it feel like a decade? Thank you. In some ways yes it does – I just think about the many iterations of the iPhone that have sat on my desk in that time. The biggest licences of 2008 were High School Musical, but also Ben 10 – longevity has played a varying role across our industry. But some of our target audiences have remained with us throughout the past ten years – those who were three year-old toddlers at our inception will become teenagers this year, and we are still engaging with them after all this time. That’s great, but a huge responsibility too.

What is the secret of your success? I don’t think it’s a secret: first and foremost it has been down to hard work. We are recognised as experts in all that we do; we ensure our clients constantly receive excellent service and we develop the careers of the passionate individuals within our team. Achieving IPA CPD Platinum status, and Investors in People Silver accreditation in 2017 illustrates this. We have had some good fortune along the way, but they say the harder you work, the luckier you get. It’s true.

The most important thing we have done is to is assemble the best team to foresee and react to change. The people we employ are rewarded for hard work and company success, with senior staff made key stakeholders in the business; having everyone navigating the same course is basic but so essential to our success. We keep regenerating from a staffing point of view too: youth and enthusiasm will always be a fantastic tonic for our experienced business leaders. We’re heavily invested in research and insight, because knowledge is certainly power, and you can’t predict the future unless you understand the past. When our demands outgrew the systems we had, we set up our own research partner to further the insight mission of the Generation Media Group. We have great relationships with media owners both in the UK & Ireland and in mainland Europe at large, and we are always broadening our horizons. It is however essential to have the clout to compete to win when times get tougher - the scale we operate at and the experience we have converts into significant trading power, so we are well equipped to get the best value and delivery for our clients.

Will these changes continue as we move into the next decade? Undoubtedly so. In an increasingly connected, always on, global economy, we feel that is an absolute certainty.

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What are your predictions? Brexit is, in our view, a commercial setback to the country, but it will be managed. We’ll advance as an agency, and we intend to continue our international growth. Back in 2008, we witnessed a global recession, but those toy companies that were sure of their position and spent through the downturn are the ones who are reaping the rewards in 2018. Our prediction is that with belief and confidence, British and Irish toy & game products and brands can be similarly successful, even in these times of greater uncertainty. We have no doubt that Digital Online is the here and now of kids’ media interaction: we have implemented systems to assist our clients with the allocation of budgets from traditional TV into digital online platforms like YouTube and PopJam. Influencers or YouTube stars are without question the biggest phenomenon happening right now – a space that we have already been operating in for some time, but one in which we feel we can effect change. We also believe that media crossover will continue. Think programmatic for example; there is a touch of irony that this could be the future, or even a reinvention of, broadcast television advertising trading.

What will Generation Media look like in 2028 – your 20th anniversary? That is very much the million-dollar question, but one that I’ve certainly given a lot of thought to. One thing is for sure – we’ll continue to go forwards. Our voice within the industry will become louder, and our responsibility within the toy & game industry will only be greater. We want to drive the conversation, because success to Generation Media in the next decade is the success of every single one of our clients and the success of the wider toy & game industry. It is a great time to admire our achievements to date, but we’ll continue to climb to new heights.

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strong kids’ property is a friend to licensees and retailers alike. Evergreen and new, classic and quirky, 2017 was certainly not short on characters to inspire and entertain children, and 2018 is shaping up to be an interesting year for the licensing community. Rachael Simpson takes a look at what the year has to offer. This time a year ago, retailers and manufacturers were anticipating the most popular licensed toys of 2017 to be inextricably linked to the big summer blockbusters of the year. Despicable Me 3, Cars 3, Transformers and Spider-Man were all tipped to produce strong sales. However, although the films themselves were generally well received and box office numbers relatively healthy, merchandise sales fell short of expectations. Perhaps this was a result of too many blockbuster movies in too short a space of time, perhaps there was an element of sequel fatigue; it is also possible that the hype simply escalated expectations to an unrealistic level. The upshot is that many licensees and retailers have recalibrated their plans accordingly. Steven Pasierb, president of the Toy Association in the US, summed up the prevailing mood: “Licences are no longer the slam-dunk they once were. Toy companies have to be very careful about the volume of licensed merchandise they produce.” While 2017 saw a plethora of major movies released, 2018 is more of a stop-gap year, before 2019 sees several major movie franchises return to theatres. Nevertheless, there are still some strong movie-related opportunities that toy retailers are expected to back heavily, especially Universal’s Jurassic World: Fallen Kingdom, which is due for release in April.

For now, though, the pendulum seems to have swung slightly away from movies and towards TV properties instead. Nickelodeon’s Paw Patrol and Entertainment One’s Peppa Pig and PJ Masks remain incredibly strong, and with commercial kids’ TV still reaching approximately 87% of children aged 4-9 each month, the repeat broadcasting of these shows keeps the characters and themes front and centre in kids’ minds, year after year. Heading into 2018, some of the key properties being tipped for success either feature STEM themes or prominent female characters – and in some cases, both. Nickelodeon’s Nella the Princess Knight is a feisty character who enjoys jousting and wields a sword, while in new show Rusty Rivets, Rusty’s female best friend Ruby enjoys helping to create robotic builds from repurposed spare parts. FremantleMedia’s new property Bitz & Bob combines both these themes; female lead character Bitz is an inventor, and aims to inspire a new generation of engineers and mechanics throughout the government-backed Year of Engineering. And classic property Mr Men Little Miss is welcoming a new character too – Little Miss Inventor. Female lead characters are not limited to animations either. Having undergone a 13th regeneration, BBC’s Doctor Who is to be played by Jodie Whitaker. This will be the first time in the show’s 54-year history that a female has played the Time Lord, a move that fans have largely welcomed as positive and bold, reflecting current feelings towards women in traditionally male roles. In this issue we have split the Hot Properties section into two simple categories – Pre-School, and Kids & Families – and over the next few pages we bring you a selection of the hottest properties that will be driving the toy market in 2018.

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Pre-school Go Jetters Brand owner: BBC Worldwide Go Jetters, a globe-trotting pre-school animated adventure series, follows Xuli, Kyan, Lars and Foz, four heroes who travel the world with their friend and mentor Ubercorn, a discodancing unicorn. Together they save the planet’s famous landmarks from the meddlings of Grandmaster Glitch. Launched in the UK in 2015, the first series of Go Jetters series was ranked No. 1 on the BBC’s pre-school channel CBeebies. Series two launched in September 2017, backed by an extensive marketing campaign, and premiered to 517,900 viewers. It was No. 1 in its time slot across all multi-channel broadcasters with more than six times the audience of its nearest pre-school rival. This year alone there have been 23.1m requests for Go Jetters on BBC iPlayer. Go Jetters is also available to watch on Amazon Prime Video in the UK. Key licensees for the brand include Fisher Price as global master toy, alongside publishing from Penguin, magazines from Immediate Media and puzzles and games from Ravensburger. Aykroyd and TDP have lines in nightwear, underwear and swimwear, and Blue Sky Designs in art and stationery and activity products. In Australia, Fisher Price is master toy and Jasnor produce a range of children’s dinnerware. BBC Worldwide recently appointed TVMFashionLab for daywear, Finsbury for cakes, DNC for lunchware and dineware and Roy Lowe for socks. Apps developed in-house at BBC Worldwide with partner Scary Beasties include Go Jetters - Fix That Glitch and Go Jetters – Colouring, and the new Vroomster Ride, which launched in March 2017 at CBeebies Land, Alton Towers, is among the most popular rides at the attraction.

Hot Properties

Something Special Brand owner: BBC Worldwide An all new series of Something Special is launching on CBeebies this month. Using a sign language called Makaton, Justin and Mr Tumble help pre-school children learn how to communicate and develop language skills in a fun and engaging way. In October 2017, Mr Tumble and Friends was rated 10th for the month of October in Total Plush in NPD Toys (EPOS data). Among the new products for 2018, from the UK master toy licensee Golden Bear, is the Mr Tumble Domino Train. Kids can simply load the dominoes into the feeder, switch it on and watch as Mr Tumble’s train lays the domino track, ready to be knocked down. Nursery Rhymes With Mr Tumble features five well-known nursery rhymes including Incy Wincy Spider, Row Your Boat and Twinkle Twinkle Little Star, allowing little ones to sing along with their favourite character. Other new toy launches include the Mr Tumble Learning Pad Press from Trends UK, which features six games to encourage learning about colours, numbers, shapes, letters, characters and musical instruments. Other partners include Dreamtex for home textiles, Zak UK for lunchware and dineware, Danilo for Greetings and Calendars, for greetings and gifting, Sony for music products, Aykroyd & Sons and TDP Textiles for Nightwear, Underwear and Swimwear, Princes Foods for pasta shapes, Egmont for books, Immediate Media for magazines, and Paper Projects for stickers.

Hey Duggee Brand owner: BBC Worldwide Hey Duggee is a BAFTA and International Emmy Award-winning pre-school series from Studio AKA and the BBC. The series launched in 2015 and has quickly grown its international footprint to cover 150 territories, including Nick Jr. in the US, France Television, ABC Australia, SVT Sweden, Treehouse in Canada, Cartoonito in Italy, and Panda in Spain. It also recently launched on streaming platforms Tencent and iQIYI in China in April and May respectively, clocking up over 750m combined views. The third series of Hey Duggee will be airing on CBeebies in 2018. Duggee, a huggable dog, is the leader of The Squirrel Club, a place where kids (known as the Squirrels) can go to have adventures, try new things and earn badges. Each episode ends with a Duggee Hug, and the sense of humour central to Hey Duggee means appeals to both children and their parents. With an ever-expanding number of lines in the market, Hey Duggee presents multiple opportunities for retailers. In the UK, the brand has signed multiple licence partnerships including Golden Bear for plush toys, Penguin Random House for publishing, Immediate Media for magazines, Aykroyd and TDP for nightwear, underwear and swimwear, Blues Clothing for daywear, VMC for accessories and dress-up, Trade Mark Collections for backpacks, Roy Lowe & Sons for socks, William Lamb for footwear, including slippers and wellington boots, Blue Sky Designs for art, stationery and activity products, Dreamtex for bedding and soft furnishings, Star Cutouts for cardboard cutouts, DNC for lunchware and dineware, and Paper Projects for stickers. Outside the UK, Jazwares is the Master Toy Partner in the US and Jasnor is the official distributor for both Golden Bear’s plush toy range and Jazware’s figurines and playsets in Australia. In Italy, CPLG secured Chicco as the licensing partner, selling Golden Bear’s plush toy range and Jazware’s figurines and playsets in its 150 stores nationwide.

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Hot Properties

Paw Patrol Brand owner: Nickelodeon Paw Patrol is the No. 1 Kids show across the Kids EPG, in cable and satellite homes, and is repeated on Nick Jr. 11 times a day and on Milkshake twice a day. A total of 13.5m viewers watched Paw Patrol in 2017, including 4m kids. Paw Patrol also dominates the digital sphere, ranked as the No. 1 selling pre-school app. Three apps are currently available with schedule updates. Paw Patrol Live has been an immersive experience for kids across the nation. In 2017 there were 59 performances in 10 cities, with the second leg of the tour kicking off in October 2017. In July and October 2017 there were two different episode premieres of Paw Patrol related content in conjunction with Vue cinemas. Season four, comprising 26 brand new episodes, will premiere this year. New theme episodes of Sea Patrol, Mission Paw and Ultimate Rescue will also make their debut this year, with new theme Mighty Pups and Ultimate Rescue airing in 2019. Finally, 2018 is Year of the Dog, and to mark this there will be an exclusive plush line from Spin Master.

Nella the Princess Knight Brand owner: Nickelodeon Eight-year-old princess Nella loves all the royal glitz and glamour that comes with her tiara. The big difference, however, is that she’s also a knight that also loves jousting, daring quests and going on adventures in the kingdom of Castlehaven. This animated series, aimed at a core audience of girls 2-5 years of age, has become No. 1 Nick Jr. show, reaching 2.1m kids on Nick Jr. and Milkshake to the end of November 2017. Season Two has been greenlit with 20 new episodes to air this year. Working with master partner Vivid Imaginations, a range of toys, soft lines and content will launch this year, supported by a variety of on-theground activations.

Rusty Rivets Brand owner: Nickelodeon Nickelodeon’s latest pre-school hit, which launched just two months ago on Nick Jr, is Rusty Rivets. The second Nickelodeon collaboration with Spin Master Productions, Rusty Rivets looks set to emulate the success of Paw Patrol. The show features curious do-it-yourselfer Rusty, who is both a designer and a maker. In every episode, Rusty and his friends are faced with a challenge. Using key elements from his trial and error inventions, Rusty and his team assemble the build to help achieve their goal and save the day. Rusty Rivets has the second highest average audience on Nick Jr. and was the second highest ratings driver in October 2017. Since launch in March, Rusty has generated the highest average audience on Nick Jr., reaching a total of 1.7m kids to November 2017. On Channel 5’s Milkshake it launched as the No. 1 show, with over 1.8m viewers tuning in in October 2017, and has reached 3.5m viewers since launch to November 2017. New episodes for the series will air on Nick Jr. and then follow on Milkshake four months later. This year a range of toys will be launched, with the Spin Master Entertainment toy line to include figures and playsets, maker-kits and role play items.

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Hot Properties

Peppa Pig Brand owner: eOne As eOne builds up to Peppa Pig’s 15th anniversary celebrations in 2019, the brand continues to demonstrate its credentials as a leading global pre-school property. With over 1000 licensees worldwide, a global partnership with Merlin Entertainments that will see new live attractions open around the world and retail sales exceeding $1.2 billion per year, the global expansion of Peppa Pig continues to gather pace. 2018 promises to be a busy year for the brand in the UK; a pipeline of brand new episodes, top tier partnerships, retail events, a new Peppa Pig Live touring stageshow production, the expansion of Peppa Pig World and special product lines can be expected, all of which will ensure that Peppa Pig remains at the forefront of the pre-school market. Underpinning the strength of the brand at retail are the UK toy partners which continue to bring the brand to life with exciting new products that inspire each new generation of fans. eOne recently renewed several of the brand’s key toy partnerships, including Character Options, MV Sports and HTI in addition to publishing partner Penguin Books. The toy category will be bolstered by new licensees including Ravensburger, Imagine8 and Pez. An array of new product lines in 2018, ranging from games and puzzles to hair accessories and sweet dispensers, will serve to further diversify the brand’s retail presence and ensure refreshed product lines, including Character’s master toy line, books, and magazines. Consumer excitement will be created in 2018 with the expansion of Peppa Pig World at Paultons, which will unveil two significant new rides to the public on 16th May.

Ben and Holly’s Little Kingdom Brand owner: eOne Ben and Holly’s Little Kingdom is the critically acclaimed Emmy and Bafta award-winning animation from the makers of Peppa Pig, that follows the magical adventures of fairy princess Holly and her best friend Ben Elf. The animated series continues to air daily in the UK on Nick Jr and Channel 5’s where it was the most watched programme throughout 2017 among viewers aged 4-6, with an average 77k viewers per episode in this age group. The charming property continues to expand its loyal fanbase around the world and is now broadcast in over 130 countries. Licensing programmes are established in the UK, Spain, North America, and Latin America, with additional consumer products set to roll out in Taiwan, India and China in 2018.

PJ Masks Brand owner: eOne eOne’s PJ Masks has taken the pre-school market by storm in the past 12 months with many retailers struggling to keep up with consumer demand. The licensor has exciting plans for 2018 that will continue to fuel growth in the licensing program, with the launch of new episodes from Series 2 and the expansion and rollout of new categories. This feature shows the adventures of Conor, Greg, and Amaya who magically transform into crime fighting superheroes Catboy, Gekko and Owlette at night. The show airs daily in the UK on Disney Junior and Tiny Pop, and the brand surged in popularity in 2017, when the full range of merchandise launched at retail. PJ Masks is now positioned as a leading pre-school property and eOne will be building on its success in 2018, with new partnerships, product lines and a completely new second series in spring 2018 that will introduce new characters and locations. Toys have spearheaded the launch of PJ Masks consumer products, led by Just Play’s award-winning master toy line, which soared onto shelves across North America, the UK, France, Spain, Italy, Australia, Russia, Greece, Israel, and South Africa, to great success. Here in the UK, Flair Just Play’s PJ Masks toy line was universally lauded by the toy industry and listed as a Top Ten toy for Christmas by Argos, Tesco, Smyths, Hamleys, and Dream Toys. Supporting the master toy line is a wide range of role-play, electronic learning devices, games and puzzles, outdoor play and arts and crafts products from leading toy companies including Character Options, MV Sports, HTI, Amscan, Sambro, Ravensburger, and VTech. The property now boasts a full product range at UK retail that includes a stand-alone monthly magazine from Immediate Media; a range of story and activity books from publisher Hachette; dress up from Amscan, as well as apparel and accessories, homewares and greetings.

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Hot Properties

Kids & Family Doctor Who Brand owner: BBC Worldwide With over 55 years of history as the world’s longest running sci-fi television show, Doctor Who is a global franchise, watched in over 239 countries and with hundreds of millions of fans worldwide. At the heart of the franchise is the highly anticipated launch of Doctor Who Series 11. The regeneration of the Doctor in the 2017 Christmas episode, as well as last year’s revelations about the new series, engaged with fans across the globe, as it was unveiled that Jodie Whittaker will play the first female Doctor in the show’s history. 2018 marks a true regeneration for the franchise, with a five year evergreen strategy built around a commitment to a solid content pipeline, delivered through platforms relevant to the BBC’s audiences. The BBC will continue to work with world class partners, building an expansive digital and ancillary strategy and key annual marketing moments to create audience engagement. These strategies will grow youth audiences, engage families with young children, and deepen the property’s relationship with existing fans as the Doctor Who universe continues to expand. Doctor Who has a proven track-record in consumer products with over 4m Sonic Screwdrivers sold in the past decade, over 12m action figures sold since 2005, and over 18m DVDs sold globally. As the Doctor embarks on a new era, the company states that current licensees are continuing to innovate and create future-facing products that will reflect the new series and reach wider audiences. BBC Worldwide has cross-category ambition for the brand, driving category roll out across retail to expand the brand’s retail footprint. Nearly 70 longstanding, global licensees are working on Doctor Who, including Character Options as master toy licensee, Penguin Random House, Winning Moves, Eaglemoss, Kokomo and Brand Alliance. The licensing team has also seen renewed interest in the brand from new partners across new categories, and in new retailers in new territories.

JoJo Siwa Brand owner: Nickelodeon

In 2017 Nickelodeon welcomed JoJo Siwa to its brand portfolio. The talented 13-year-old singer, dancer, actress and social media influencer brings with her a signature style which Nickelodeon will present to consumers throughout 2018. The youngest contestant on the hit TV show Dance Moms, a No. 1 show for the US network which is distributed in over 110 countries, JoJo immediately gained a loyal fan base. Recognising that her fame also means responsibility to her fan base, JoJo uses her celebrity platform to spread messages of positivity through social media. The first song she released on YouTube, Boomerang, has had over 360m views, thanks to its catchy tune and emboldening lyrics. An increasing demand to emulate the star saw JoJo Bows arrive at retail in Claire’s Accessories stores. JoJo released two more songs over the summer of 2017, and her consumer products business is growing. She still keeps up with her fans by posting new videos and photos almost daily. The consumer products line for JoJo is based around strong content and event integration. In the spring, JoJo performed at the Kids Choice Awards and won her first blimp. She is also a part of We Day, an LA-based celebration in for kids that make a difference. In July 2017 she visited the UK and made a further appearance in October at 2017 Slimefest. Both resulted in high profile media coverage across national and kids’ media including ITV 1’s This Morning, CBBC, Daily Mail, We Love Pop and First News. This year JoJo will play the little sister to Jace Norman’s Jeremy Martin in the TV-movie special Blurt, and Nickelodeon will also be airing a special about her life. There will also be an expanded range of apparel, home furnishings, accessories, toy, electronics, CPG and party items coming to market throughout 2018.

Nickelodeon Slime Brand owner: Nickelodeon Nickelodeon expects the demand for Slime to reach fever pitch this year. The company has been synonymous with Slime since the UK’s number one commercial kids’ network introduced the green semi-viscous substance to kids in 1982. The UK’s second annual Slimefest, held in the October half term, was hosted by Nickelodeon’s very own Jordan Banjo and Perri Kiely. Kids who attended the event were treated to plenty of Slime, music and mayhem. The brand has been embraced by official licensee Sambro, with the Nickelodeon Slime Blaster and the Hyper Blaster Accessory Pack, for kids to modify their Slime Blaster for rapid reload. A Make Your Own range is also available, comprising slime powder and slime activator, so that kids can produce and enjoy their own Slime. To further enhance options, Glow in the Dark, Glitter and Noisy tubs of slime are all also available. These Slime products will be available from April 2018. The licensing programme will continue throughout 2018, as Nickelodeon plans to host a range of retail activations, public events and key moments, including the Kids’ Choice Awards and a UK honorary sliming.

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I N C I N E M A S J U N E 7, 2 0 1 8



UK Licensing: Naome Jones 0203 618 6552 Gaming & Digital Licensing: Bill Kispert 818.777.5446 Publishing: Siobhan Harkin 02036185539 Live Entertainment Licensing: Carol Nygren 818.777.9507 Jurassic World is a trademark and copyright of Universal Studios and Amblin Entertainment, Inc. Licensed by Universal

Hot Properties

Illumination’s Dr. Seuss’ How The Grinch Stole Christmas Brand owner: Universal From the creative team at Illumination, in collaboration with Universal Pictures, comes a newly imagined version of Dr. Seuss’ How The Grinch Stole Christmas, starring Benedict Cumberbatch in the title role of The Grinch. Set for release in November, Universal has a host of activations planned to support the movie. The merchandise collection for Dr. Seuss’ The Grinch will be a curated programme featuring holiday gifts and stocking fillers. Categories will include apparel, homewares and consumable products targeting kids, tweens/ teens, adults and families.

Despicable Me Brand owner: Universal Universal Brand Development will be leveraging the successes of the Despicable Me franchise, its comedic appeal and its potential as a social expression brand to build future value. Despicable Me 3 was the No. 1 animated film of 2017, grossing £48.1m at the UK box office. Fluffy emerged as the star of the movie licensing programme, and as a result 2018 will see enhanced Fluffy specific activations leveraging the current consumer trend for unicorns and rainbows. Consumables, soft lines and greetings will continue to be key licensing categories for the brand which will be supported by new content, style guides and high profile social media ambassadorships.

Dreamworks Dragons Brand owner: Universal DreamWorks’ How To Train Your Dragon franchise will be a focus for Universal Brand Development in 2018. DreamWorks’ How To Train Your Dragon 3, starring Cate Blanchett, T J Miller and Kristen Wiig, is set to make its theatrical debut in 2019. Fanship around the How To Train Your Dragon IP continues to climb, with Dragons: Race to the Edge currently the No. 1 animation TV series in multiple territories including the UK, where it is a firm CBBC favourite. Spin Master is the master global toy partner, with Playmobil also signed for a toy launch in February 2019. Universal Brand Development is starting discussions with new partners to join the consumer products campaign, and will be building the brand throughout this year, ready for the film’s release in February 2019.

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FOR LICENSING OPPORTUNITIES, PLEASE CONTACT US ON: EUROPE, MIDDLE EAST & AFRICA: Jason Rice Director of Brand Licensing Email: Tel: +44 (0) 208 996 4568


Toby Rayfield Senior Licensing Manager Email: Tel: +44 (0) 208 996 4494 @SEGA_Europe


Kay Ferneyhough Retail & Trade Marketing Manager Email: Tel: +44 (0) 208 996 4407 /SEGAEurope


Hot Properties

Jurassic World Brand owner: Universal 2018 is a major year for the popular Jurassic franchise. In April, Jurassic World: Fallen Kingdom, the fifth movie in the franchise, is released with a robust marketing and retail campaign that will run throughout the year; the film will appear in theatres in June. The 25th anniversary of the classic 1993 Jurassic Park film is another reason to celebrate all things Jurassic in 2018, and Universal Brand Development will mark the milestone with events and special licensed products at retail. Jurassic World: Fallen Kingdom is expected to build on the success of 2015’s Jurassic World, which grossed $1.6b at the global box office and was the fourth highest grossing movie of the year. Licensing for the new film is a cross-category affair and nearly 38 licensees are already signed in the UK, with more coming on board. There will be opportunities to make the most of the franchise throughout 2018, starting with a focus on the classic movie and moving into retail and product marketing for the release of Jurassic World: Fallen Kingdom in April, followed by back to school and subsequently the home entertainment release.

DreamWorks Voltron Legendary Defender Brand owner: Universal This Netflix original series comes from the DreamWorks Animation Television portfolio, and follows five unsuspecting teenagers who become the pilots of five robotic lions in order to protect the universe from evil. Led by an alien princess into the furthest reaches of space, they must put aside their differences as they strive to become the heroes they were meant to be. DreamWorks Voltron Legendary Defender has seen success in the US, and after airing exclusively on Netflix, seasons 1 and 2 launched free-to-air in the UK, on Sony Pop and Pop Max platforms in September 2017. Flair will launch the UK toy line in spring, with publishing and DVD to follow in autumn/winter. This starts the build up to the launch of secondary product categories the following year - apparel, accessories, secondary toys, stationery, party, FMCG, health and beauty. Voltron already has a strong grass roots following in the UK, as well as 100% critics score on Rotten Tomatoes. There is a commitment to 78 episodes, and the brand will be a focus for Universal Brand Development throughout 2018.

Trolls Brand owner: Universal Feel-good brand DreamWorks Trolls has re-vitalised the tween market in the UK. 2017 saw Trolls top the NPD and DVD charts with Trolls Holiday. Trolls was also named Tesco’s Licensed Brand of the Year, and it scooped a UK Licensing Award for the Best Licensed Film Property. A new animated DreamWorks Trolls TV series launches globally on Netflix this month and DreamWorks Trolls 2 has been announced for 2020 with the returning cast and new songs, and a “holidazzle” style guide in support. This rich slate of new content means the brand will remain firmly part of the national consciousness between now and the second film release, and puts Trolls on track to achieve evergreen status, changing the face of the girls’ licensing category. The UK licensing programme continues across all sectors of UK retail, with HTI and Tempo the latest partners to sign up. HTI is on board to produce a range of pocket money toys and Tempo will be releasing Trolls snacks. Moving forward the focus now shifts towards a deeper working with existing partners to take Trolls to the next level of strength at retail across all categories. Global toy partner, Hasbro, is committed to new and innovative Trolls toy lines every season, and the brand remains a top dolls property in the Hasbro portfolio. As well as deepening the licensing activity with partners, and devising new retail activations and brand collaborations, key Trolls themes for 2018 will be Hugs and Happiness, and a focus on more characters, in addition to Poppy. There will be new style guides to support, as well as a TV tie in style guide for 2019, a year that also marks the 60th anniversary year of Classic Trolls.

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Hot Properties

The Who Was? Show Brand owner: FremantleMedia The Who Was? Show is a biographical comedy sketch series, which combines live action and animation, and introduces kids to leading figures from yesteryear. Inspired by Penguin’s Who Was? biography series, which has over 185 titles published and over 20 million copies sold, the series launches globally on Netflix in spring. As well as coproducing, FMK manage the licensing rights for the series and are signing partners across games, puzzles, apps, and more.

Danger Mouse Brand owner: FremantleMedia The hit CBBC show Danger Mouse continues to excite and engage audiences young and old. A no.1 B 6-12 CBBC show, the second series is currently on-air, and there are another new 26 episodes in production. Danger Mouse also continues to enjoy digital success. DM Ultimate has been the most played game on the CBBC site in several years and is now available on the app store. Recently launched Full Speed is proving to be another sure fire hit and a third game has already been commissioned for summer 2018. Launched at prestigious Gamescom in summer 2017, The Danger Games app has been updated to include new seasonal packages. Following successful promotional partnerships, including Pizza Hut, Thomas Cook, and Tesco Opticians, further exciting opportunities are in the works for 2018. There will be exciting new global missions for Danger Mouse, with further rollout across several European territories in 2018, including launches in France & Italy, plus Season 2 launch in Germany.



Bitz & Bob Brand owner: FremantleMedia



STEAM inspired Bitz & Bob is set to take 2018 by storm, as 2018 is the Year of Engineering – a government led, year-long campaign designed to tackle the skills gap and increase awareness and understanding of what engineers do. This is the perfect time to launch a new pre-school show designed to encourage a whole new generation of engineers. Bitz & Bob is a pioneering comedy adventure for pre-schoolers. Starring eight-year-old Bitz and her little brother Bob, this series explores the principles of science and engineering through creative play, crafting, and invention. Bitz breaks down gender barriers and encourages girls to engage in hands-on exploration. As well as the 44 x 11 animated episodes, there is a 44 x 4’ live action companion show featuring real kids interacting with the characters and crafting Bitz’s inventions themselves. A deeper dive into the engineering principles seen within the episode, this companion show and raft of digital content allows the audience to actively participate even further. Launching on CBeebies in spring 2018, B&B is backed by a heavyweight marketing and PR campaign that includes on-air, digital, and press as well as partnerships with several leading advocacy groups who are an integral part of the communications strategy. With typical girl play patterns with a maker movement twist there are many exciting licensing opportunities across core and STEAM activity based play. FMK is in discussions with several partners across a number of key categories and will be making further exciting announcements shortly.

Nelvana Brand owner: FremantleMedia Recently announced, FMK formed a strategic partnership with Nelvana Enterprises to represent its consumer products and home entertainment business in the UK across a number of key brands including Zhu Zhu Pets, Mysticons, Max & Ruby, and Ranger Rob. Following Spin Master’s recent Zhu Zhu Pets toy launch, FMK is actively working to secure additional licensed partners across a range of categories. Produced in partnership with the Tornante Company and in conjunction with Topps and Playmates Toys, the Mysticons have been wowing audiences worldwide on Nickelodeon. Following its recent toy launch, additional partners have been signed across an array of categories for North America. FMK is working on a UK CP strategy from late 2018.

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Those Licensing People



Hot Properties

Ooks Brand owner: Those Licensing People From digital play innovators Zulleon, and leading children’s digital production company Dubit, comes a ground-breaking new app for children, Ooks. Ooks is an interactive story-creation app for children that enables them to create real world books through digital play, and develops their love of books, reading, and storytelling in the process. Each Ooks book is unique to the child who created it, with their name as the author. Ooks is designed to unleash the storyteller in every child, allowing them to be creative and imaginative while having fun. Their imagination shapes the landscape while their choices write the story. They can then sit down with parents and relive their unique adventure in a beautifully illustrated printed book. All parents have to do is download the Ooks app and as the child plays, they begin to create their own unique story. At the end of the play experience, parents are emailed a link to the child's unique story, where they can preview the unique Book. Books can be ordered at any time, with international delivery. Ooks are incredible little creatures that are created any time a new story is told. Just like us, Ooks are shaped by the adventures they go on and the choices they make – the difference is that an Ook becomes that story. If they have a wrestling match, then maybe they have a luchadore mask. If they met a hummingbird, then maybe they sprouted wings. Their StoryStuff makes them who they are. Upon creating their own individual Ook, made up of their own StoryStuff (favourite food, favourite animal, favourite colour, etc), the player learns that all the Ooks have vanished after an attack from their evil arch nemesis Baron BLOTT. It is up to the Ook character the child has created to restore the lost Ooks by embarking on their own adventures and creating their own stories. Zulleon is passionate about developing a child’s love of reading and writing early on, as it believes that this helps their imagination and creativity to flourish for the rest of their lives. Ooks had a hugely successful soft launch in Australia and Ireland in September of this year, with an average play time that surpasses that of leading kids’ apps. The app launched in the UK on the 29th November and is expected to receive a similarly positive reaction. Those Licensing People is the global licensing agent for Ooks under a master agreement.

Sonic The Hedgehog Brand owner: Sega Europe With over 25 years blazing a trail across multi-platform games, TV animation, consumer products, comics, and live events, Sonic the Hedgehog has earned the right to lay claim to being the world’s most iconic video game character of all time. November 2016, saw the Lego Dimensions Sonic level pack launch, featuring a reimagined Green Hill Zone constructed with Lego bricks. This was followed up in August 2017 with the wildly successful Sonic Mania and, most recently, the hugely popular 3D adventure, Sonic Forces. Sega’s portfolio also contains household names like Total War, Bayonetta, and Shenmue, and legendary consoles, Sega Mega Drive and Sega Dreamcast. With such a diverse pool of content to draw inspiration from, it is no surprise that Sega has partnered with some of the most notable and successful licensees over the years, including Tomy as master toy partner for Sonic the Hedgehog. Sega’s goal of developing a global e-commerce platform kicked off last year in the US with the launch of a dedicated online store available across the Americas. 2018 will see a dedicated store for EMEA available throughout the region. Sonic the Hedgehog is also a global entertainment brand with a string of hits including the popular TV CG series Sonic Boom. Season 1 is currently airing on Netflix and Season 2 is now rolling out worldwide. Plans are also in full swing for a global movie release. The film, from Paramount pictures, features Fast and Furious producer Neal Morit, and Deadpool director Tim Miller, and promises to be a wild ride for fans of all ages. Sonic is also a hit on mobile, and the latest release, Sonic Forces: Speed Battle quickly topped the mobile sales charts. In under two weeks, hit two million downloads and still counting. Under the banner Sega Forever, Sega released its back catalogue of retro titles from classic consoles, all now playable on mobile devices.

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Hot Properties

Pokémon Brand owner: Sega Europe Global phenomenon Pokémon consists of three key pillars – video games, the Trading Card Game and animation – providing continuity while inviting innovation, ensuring it remains fresh and relevant. One of the most successful video game franchises ever, Pokémon’s arrival on Nintendo Switch this year helped total video game sales top 300 million worldwide since the debut title launched in 1996. The world’s leading Strategic Card Game, the Pokémon Trading Card Game has sold more than 23.6 billion cards, with quarterly expansion launches, distributed in the UK by Esdevium generating anticipation and impetus. The debut range from new master toy licensee Wicked Cool Toys, distributed by Character Options, will be available from July 2018, featuring an expanded line of innovative and fun toys across plush, figures and role-play items. Currently the world’s top toy property, Pokémon is set for an exciting 2018.

Mr. Men Little Miss Brand owner: Sanrio Global In 1971, a young Adam Hargreaves asked his father Roger “What does a tickle look like?” Now, 46 years later and with a cast of 91 characters, Mr. Men Little Miss is a family favourite around the globe, bringing laughter to generations of kids and their parents. This rich heritage adds to the strength of the brand, along with the strong focus on selfexpression – there really is a character for everyone. Currently, a Mr. Men or Little Miss book is sold every 2.5 seconds worldwide, with lifetime sales totalling 250m books. This year is set to be a memorable one for the brand. As a positive role model for girls, Little Miss Inventor is officially launching in March. This character has already been a big hit in the press and on TV, with the announcement of her introduction gaining plenty of coverage. Mr. Silly is having his moment in the limelight for World Book Day, with the brand taking part as one of 10 official titles for the event. There will also be a host of fashion and beauty collaborations set to hit the market throughout the year.

Hello Kitty Brand owner: Sanrio Global Since 1974, when the character was created, Hello Kitty has been a global fashion icon and a beacon of positivity and creativity to adults and children of all ages around the world. Always accessorising her left ear with a bow or decoration, and with her memorable motto - ‘You can never have too many friends!’ – kids are drawn to her charm and kindness. Girls and boys who grew up with Hello Kitty throughout the 1970s and 1980s are now adults buying products for children of their own. Sanrio has also tapped into the millennial and Gen Z generation with its Hello Kitty Gang digital influencer campaign, and fashion collaborations with brands such as Lazy Oaf and GCDS. The universal appeal of Hello Kitty continues as her 45th anniversary approaches. In the fashion world the character will continue to innovate with new clothes and accessories, and will also offer more experiential activations to her young fans as part of Sanrio’s space licensing programme. As ever, fans can look out for the brand’s 44th birthday celebrations on 1st November– though Hello Kitty herself will always be six years old.

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A new era begins...



Over 100,000 fans on Facebook

2017 Children’s BAFTA winner for Pre-school Animation!

New category launches in 2018

Series 3 has been greenlit

HEY DUGGEE™ and character logos™ & © Studio AKA Ltd 2014. Licensed by BBC Worldwide Ltd. BBC logo ™ & © BBC 1996.

2017 BAFTA Award for ‘We Love Animals’ App

New category launches in 2018

Series 2 premiered with over 500k viewers, No.1 in its timeslot

Heavy marketing support throughout 2018

Series 3 has been greenlit

Licensing World BBC Worldwide and BBC Studios to merge operations In a move to better compete against rival broadcasters like ITV and Endemol Shine, the BBC has revealed that it will merge its commercial arm, BBC Worldwide, and its production arm, BBC Studios, into a single operation. The new entity, which will remain as BBC Studios, will be led by Tim Davie as chief executive officer and Mark Linsey as chief creative officer, and will aim to bring the broadcaster in line with the rest of the industry by creating a single business plan and combined operating model. The new business will work to maximise the IP value of BBC programming to benefit UK licence fee payers and will support the UK creative economy by distributing British content as a cultural export and source of global influence. According to Variety, the BBC receives about $5b a year from licence fee payers. The new, integrated company will also continue to invest in third party production companies and distribute non-BBC content. In terms of brand licensing, BBC Worldwide is the world’s No. 35 largest licensor, reporting $1.6b in licensed retail sales in 2016, according to License Global’s annual Top 150 Global Licensors report. The combined business is expected to begin operating in April.

Merchmaker adds Mattel brands to its portfolio Merchmaker will roll out its Mattel range on its Create Your Own platform, running in partnership with The Entertainer UK. Create Your Own customers can personalise their own officially licensed, branded merchandise with a name. All brands feature a large array of merchandise, including clothing, homeware and accessories. The portfolio will include brands like Barbie, Hot Wheels, Fisher-Price, Thomas & Friends, Fireman Sam and Enchantimals. Merchmaker comes with an intuitive

yet sophisticated set of customisation tools that allow consumers to personalise licensed products, while preserving the core of its brands. The platform can be easily integrated into retailer and publisher websites to offer customers a range of personalised print-on-demand products for global entertainment and sports brands. Retailers and publishers can choose from thousands of officially licensed products including apparel, homeware, accessories, and stationery. Evode Group, the company behind Merchmaker, produces original artwork while keeping in line with the licence brand guidelines. The company’s zero-inventory model combines zero stock and zero wastage with unlimited consumer choice.

John Adams to produce first official Strictly Come Dancing board game BBC Worldwide has formed a new partnership with John Adams Leisure to produce/ manufacture and distribute the first ever official Strictly Come Dancing board game. Final artwork for the board game is expected to preview in London at Toy Fair 2018 and the product will be available at retail in July 2018. For the first time the glitz and glamour of the show will be captured in a multi-player board game that the whole family can enjoy. Suitable for players aged 8+, the game which features questions about the show, dance and general knowledge - is designed for all the family, giving everyone the chance to take part in the fun and immersive game playing experience. The game will include a battery operated revolving glitter ball speaker. Simon Pilkington, managing director at John Adams Leisure commented: “This is a really exciting opportunity for us and we are very much looking forward to launching the game at Toy Fair 2018. We are confident the game will become one of the must-have family board games of 2018, full national distribution for the product is already looking very positive.”

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Licensing World Wow! Stuff’s Flying Golden Snitch receives industry recognition The company’s latest licensed Harry Potter product, the new Flying Golden Snitch, has received recognition at The Gift of the Year Awards 2018, making the shortlist in the Best Licensed Product category. It’s also been joined in the finals by another Wow! Stuff line from the new novelty gift range in the Hot Novelty category. Due to launch next year, the Flying Golden Snitch, based on Wow! Stuff’s award-winning patented Heliball design, not only flies but also recognises its captors, just like in the Harry Potter films. Richard North, CEO of Wow! Stuff, commented: “The reaction from our retailers so far to the innovation we have brought to J K Rowling’s Wizarding World is unlike anything we have experienced before; it’s been received with absolute wonderment and excitement. We will be launching heavyweight TV and PR campaigns as we did with the Star Wars Jedi Training Remote, which has now sold out everywhere.” The Gift of the Year finalists will be announced on Friday 12th January, with all winning and highly commended products showcased at the Spring and Autumn Fairs.

21st Century Fox to sell $66b in assets to Disney Rupert Murdoch has begun the breakup of his global media empire, announcing a $66b (£50b) deal with Disney to sell assets including his Hollywood film studio and a controlling stake in Sky. Disney is buying the bulk of Murdoch’s 21st Century Fox media and entertainment business, in a significant strategic withdrawal for the Australian-born mogul after 60 years of expansion from newspapers into film and TV. Rupert has insisted the move was not a retreat but a pivot to new business opportunities. However, he is giving up the Fox film and TV studios responsible for the box-office blockbusters Titanic and Avatar as well as hits such as The Simpsons, cable channels including FX and National Geographic, a 39% Sky stake, and India’s Star network. Disney’s chief executive, Bob Iger, who has signed a contract extension to 2021 to oversee the takeover, said discussions were continuing about whether James Murdoch, Rupert’s younger son and the chief executive of 21st Century Fox, might join the company after the deal was completed. If not, he is expected to leave Fox to set up his own venture, and it has been reported that the separation is an amicable one. The all-stock deal will result in the Murdoch family trading control of 21st Century Fox for a 4.25% stake in Disney. Assets that are not part of the 21st Century Fox sale to Disney will be spun off as a separate business, called New Fox, which will include the Fox TV network, Fox News, Fox Business, Fox Sports and regional stations in the US.

PJ Masks boosts share forecast at eOne Trends UK to launch new In the Night Garden ELAs The launch of Trends’ early learning activities range will begin with an In the Night Garden Interactive Play Mat in 2018. The Interactive Play Mat, which will feature In the Night Garden music, sounds and characters, introduces early learning activities and encourage active play, will be suitable for children ages 18 months and over – the target age range of the TV series. Graham Spark, Trends UK, commented: “As a top 10 pre-school property that has been delighting young children for the last 10 years, In the Night Garden’s brand positioning matches that of our ELAs like play mats, learning pads and play phones perfectly. Our new items will have a fun and educational appeal for fans.”

Analysts at Credit Suisse hiked their target price on shares of Entertainment One, telling clients it was no longer a "one pig show", given the rapid growth of its PJ Masks franchise. In a statement, the firm said: "The Family business continues to be Entertainment One's fastest growing, most profitable business. The rapid growth of PJ Masks should encourage investors as it diversifies the Family business which has previously relied on one show (Peppa Pig)." Following the film and TV producer's first half financials, the Swiss broker lifted its earnings per share forecasts for 2018 and 2019 by 5% and 11%, respectively. In turn, that saw its target price - which was based on a discounted cash flow methodology - for the stock improve 205p to 280p.

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Nuremburg Toy Fair

A trip to Toy City Publisher John Baulch looks ahead to the Nuremberg Toy Fair


uremberg likes to refer to itself as Toy City. If you’ve made the trip, you will know why. This small but delightful Bavarian city is where the international toy community converges at the end of January. From every corner of the globe, from every part of the toy trade, 70,000 visitors from 120 countries descend on the show, keen to view the 100,000 new products that are unveiled there each year. In all, some one million toys are on show, which makes for a fascinating – if sometimes overwhelming – experience. The show is arranged across 15 halls, grouped largely by product category. There are 2,850 exhibitors from over 60 countries. Many existing exhibitors would like the opportunity to have more space, while it is a notoriously difficult show at which to secure space for potential new exhibitors. For the organisers, these challenges presumably come under the heading of ‘a better class of problem.’ Visitors have their set of own challenges. Direct flights are available, but not abundant, so many choose to fly to Munich or another major hub and catch the train to Nuremberg. Hotel rooms are scarce and frankly exorbitant. It is always freezing cold, and the trip often coincides with heavy snowfall. However, for all its foibles, Nuremberg remains not only the world’s largest toy show, but the

heart of the global toy community. How often have I found myself talking to someone I’ve never met before, who works in an international toy market about which I know very little, who tells me that he reads Toy World or the Friday Blog? What other show has an annual competition for bartenders in the city to devise an official show cocktail? (Apparently this year’s winner tastes of boiled orange sweets…). Even the flight over to Germany is an experience, with almost everyone on the plane knowing everyone else (it must be strange for the few non-toy people to be surrounded by hundreds of passengers who all seem to be part of the same circle of friends). 2018 will see a few modest changes to proceedings, the most notable of which is the shortening of the Fair from a six to a five-day event. For the first time ever, the show will close on Sunday – a move which most would argue is long overdue. While this won’t massively affect British visitors, most of whom are long gone by then, exhibitors will no doubt be relieved that the Monday has been removed from the equation. The weekend itself has long been the domain of domestic German retailers, while the Monday…. well, nobody was quite sure who that was for. More than a dozen nations have their own country pavilions, including the UK. Stuart Whitehill, from the Overseas Fairs division of the Birmingham Chamber of Commerce which organises the British Pavilion at the Fair, told Toy

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World: “2018 is set to be another great year for the UK group at Spielwarenmesse. The pavilion sold out in record time - and without receiving any additional space from the organisers, the job of squeezing everyone on once more proved a challenge.” This year there will be 30 exhibitors on the UK Pavilion, including four new companies; Little Brian, Chameleon Art Products, Easy Karaoke and Early Years Resources. They will join established British participants including Brainstorm, Casdon, Eduk8, Green Board Games, Marvin’s Magic and Pyramid Posters. The convivial atmosphere, networking opportunities and tremendous support from the Birmingham Chamber of Commerce team combine to make the whole experience for British companies just that little bit smoother. If you’re heading to Nuremberg, it is well worth purchasing your entrance ticket in advance, as it will save you up to 50% on the ‘pay on the day’ prices. Tickets can be purchased via the Fair’s website, If you’d like to meet up with Toy World during the show, feel free to drop us an email – we’re looking forward to seeing as many companies and new introductions as we can during our trip. New product is the lifeblood of the toy market, and there will certainly be no shortage of that on view in Nuremberg this month. See you there!



Taking a stand Toy World spoke to a selection of Nuremberg exhibitors about what they're looking forward to at the show this year



Florian Loh, area sales manager

The past year has shown improvement for HTI, displaying strong growth particularly on the international front. Brexit’s effect on foreign exchange has been challenging for us; however, our solid national accounts team continues to deliver. Within the past year we have developed our in-house brand Teamsterz through significant investment, strengthening our popular existing Light & Sound category with Small Light & Sound Vehicles. We’d like to highlight that we have secured a partnership with eOne for PJ Mask’s Die-Cast cars in the UK and Asia. This further enhances HTI’s Vehicles category, which is a key focus for the business. HTI will be presenting an exciting range of licensed and own brand products at Nuremberg. New lines from industry leading licensors include PJ Masks’ character cases, our innovative Baby Born 11-in-1 Pram, the Peppa Pig Toaster and Chicco’s Activ3 Pushchair, all of which are forecast to be very popular. HTI’s in-house brand Teamsterz is previewing the new Small Light & Sound Vehicles, and one of the company’s role-play brands, Smart, will showcase its whole brand refresh including the logo, product and packaging. Attending Nuremberg is a must for HTI, predominantly acting as an enabling platform for international development, which is a leading objective for the business. HTI has been attending Nuremberg for over 10 years and has invested strategically in a permanent stand. This serves as a location for HTI to finalise programmes with existing customers, and demonstrates HTI’s commitment to the international market and its clientele. We are excited to showcase our new and refreshed lines from our key categories, and preview the tooled ranges that HTI has invested in significantly. Overall, we are looking forward to meeting with a lot of our customers at Nuremberg, and hope to have finalised their autumn/winter 2018 programmes by the end of the show.

Bruder has had a recordbreaking turnover period the last 12 months, and we continue to strive for even more of the market share in the future. Being an international enterprise, our export ratio sits at around 70%, with distribution in more than 70 countries. At Nuremberg we will be showcasing 14 new items from our spring/summer range, spearheaded by our gigantic John Deere 9620RX with track belts. We will also be launching the most recent New Holland T7.315 tractor models. Within the logistics segment we will be offering a vehicle series featuring the global UPS design, including an MB Sprinter driver and accessories, as well as two UPS logistics trucks with forklifts. We are also enhancing our municipal vehicles range with new additions which can be viewed at the fair alongside the rest of the product line. The Nuremberg Toy Fair presents an attractive triple combination of benefits – the strengthening of existing partnerships, the opportunity to be face to face with clients, and the ability to sit down with key decision-makers to establish new relationships. The Bruder stand will once again be accessible and welcoming, offering visitors the chance to view our entire range of products, and our helpful staff will also be on hand to explain the unique properties that make Bruder such a special brand.

Colin Houlihan, executive director

Anthony Grimaud, vice president global sales

Schleich Jeremy Robinson, country manager

Alison Downie, global licensing & brand director

2017 has been the third consecutive year of growth for Schleich UK. We have continued to focus on making our in-store presence as effective and impactful as possible, resulting in increased sell out. This has been further driven by our in-store activity, as well as our wider company product strategy and UK specific marketing activities. Nuremburg will see the full range of newly launched Schleich products on display in a truly impressive booth set up. As well as the products themselves, there will also be examples of the in-store assets we can provide to our retail partners. Another area of focus are the FSDU and Advent Calendar programmes we have, which are gaining much more relevance in the UK market, and visitors to our stand will be able to see these on display. As a German based business there is no doubt that Nuremburg is our main showcase event for the global toy industry. The stand itself always works well for us in terms of promoting the company’s heritage, quality, and status as global market leader in the category. Our aim is to ensure our stand at the London Fair addresses the requirements of our independent customer base, as fewer of these customers tend to travel to Nuremburg. The Nuremburg show is therefore more focused on the National Account portfolio, whether existing or prospective customers. Our main objective at Nuremberg is to ensure existing customers are fully aware of all the new releases and UK marketing initiatives for the coming year. We also aim to progress discussions with potential new customers and give them the best possible understanding of the Schleich business and why they should be working with us, whatever their retail channel.

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LEGO and the LEGO logo are trademarks of the LEGO Group. ©2017 the LEGO Group. 4650458/17_INT © & ™ Lucasfilm Ltd.



Learning Resources

Science4you Manuel Laia, international sales manager

Simon Tomlinson, head of marketing We have invested significantly in our brand over the past year; refreshing our identity, undertaking in depth market and consumer research and developing our online presence. This has all contributed to us having a very successful 2017, growing both our sales and customer base in a number of UK and international markets. Our star performer has been PlayFoam which had been something of a sleeper in our range; however this year innovative new products and a burgeoning following in social media has seen this creative moulding product shoot to the top of our sales charts. There will be more from our PlayFoam brand including a unique range of collectibles called PlayFoam Pals; a series of 12 different cute animal characters (plus a rare golden version) which will be encased in PlayFoam inside an egg. These interchangeable figures will have true animal characteristics, bringing educational value to what will be an exciting un-boxing and collecting experience. Our other Nuremberg star will be Botley, our new coding robot, designed to build on the success of our best-selling Code and Go Robot Mouse. In total we will be showcasing over 90 new products and are very proud of the breadth and innovation on show. We have been showing at the Nuremburg Toy Fair for 25 years (and have the badge to prove it!). This international toy fair offers us the opportunity to meet our global customer base and share with them our continuing innovations in the area of educational toys and games. Every year at Nuremberg we also take the opportunity to thank our valued customers by hosting a Customer Appreciation Reception. Of course it’s great for keeping an eye on the market and the competition too. It also allows us to introduce the Learning Resources and Educational Insights brands to future partners and is often the platform from which long term, successful relationships are built. Our goal is to ensure that both current and new customers leave the show inspired and confident that working with Learning Resources and Educational Insights in 2018 and beyond will be both a valuable and fruitful partnership.

Science4you sales have been growing year on year since the foundation of the company in 2008. In the first six months of 2017, sales jumped 46% with by a record of 5.5m. Among our landmark 2017 developments was the signing of an agreement between Science4you and the European Investment Bank to support scientific education for children, and to boost our growth strategy with the launch of new STEM products. During 2017 we have also opened doors to more than 10 new markets, with external markets already representing more than 50% of our total company turnover. At Nuremberg we will be showcasing a variety of STEM toys that are joining our existing lines this year. Our cosmetic line will receive a fancy new Nail Studio, and we will also be teaching kids about ecology and ecosystems with the new Mini Cherry Tomato Greenhouse. We will also be focusing our attention on two products - Slime Factory Glow In The Dark, and the Lipstick and Lipgloss Factory – both of which are be supported with an exclusive TV campaign. Along with the Science of Magic and My first Science Kit, these new additions are our two hottest toys for the upcoming year. The Nuremberg Toy Fair is an amazing opportunity to connect with all the major toy companies and exhibitors from around the globe. Not only is the fair a place to do business, it also presents a great opportunity to discuss issues and upcoming challenges within the toy industry, and to share experiences and expertise. The fair also helps us to understand where the market is headed, and which products are looking on trend for the year. Our previous experiences at the Nuremberg Toy Fair have been extremely positive. This year, we are expecting visitors, clients and buyers to enjoy the line we are showcasing, and by the end we hope to have grown our business, expanded our network and built bridges for the future. We expect to close the fair with great new deals that will allow us to deliver more science to more kids, and in more countries than in previous years. If, with each passing day, another child becomes interested in science because they played with a Science4you toy, we will be very happy.

Mattel Wendy Hill, brand activation director We have a great portfolio of brands bringing innovation and excitement to the toy industry; our core brands of Barbie, Hot Wheels, Fisher-Price and Thomas & Friends will be showcasing great product and marketing programmes. Plus our dynamic partner brands bring new excitement based on new content and evergreen franchises. As Europe’s largest Toy Fair Nuremberg is a key opportunity for us to showcase the Mattel portfolio and for the retailers to see all the toys first hand. What we hope to have achieved by the time the fair draws to a close is to have a lot of great customer meetings and a positive start to the New Year.

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Sequin Art 01760 721390 | Hall 4, Stand C18 Sequin Art is celebrating 2018 as the Year of the Dog, with five new pooch themed introductions to its range of art sets for crafty and imaginative kids. The popular Lily Pug is undergoing a 3D upgrade; the Pug 3D Plaque now allows kids to decorate a polystyrene figure with colourful sequins to bring the popular dog to life. Additions to the intricate Blue series, for children eight years and up, are kits of a French Bulldog and a Teddy Bear Dog, both of which are sure to appeal. Darcey Dachshund, from the slightly simpler Sequin Art Red series, for ages six and up, has attracted a lot of attention at previews, and will be available to view at the fair. Also in the new 3D Plaque series is a version of the 2017 top selling Sugar Skull. Sales of this item are not limited to just around the Day of the Dead – the product has been the No. 1 seller for the company since it launched in May last year. For those that prefer felines to canines, a further addition comes in the form of the new White Cat. There are also additions to the standard 3D range with models of a Hedgehog, Bird, Rabbit and Piglet. Sequin Art is also introducing three Retro designs, including a Campervan, a Scooter and a Bicycle. Towards the end of 2017 the company launched Astra the Unicorn for younger children, and expects the success of this product to continue this year, thanks to the ongoing popularity of the mythical creature. Off the back of current demand, a Unicorn will be added to the Craft Teen Sequin Art series. In conjunction with Santoro Licensing, and building on the success of the Hush Little Bunny and Ladybird designs from the Gorjuss range which were launched in early 2017, there are now an additional three designs - Ruby, The Scarf, and Puddles of Love. Sequin Art products will again be TV advertised in 2018, a year which marks the 25th consecutive year that the company has exhibited at Nuremberg. In honour of the occasion, Stuart Marcus, founder of Kitfix Swallow Group (KSG) and his wife Patricia will be attending a celebratory dinner with the fair committee.

Learning Resources 01553 819 380 | Hall 5/ B-06, C-05 Learning Resources is introducing Botley The Coding Robot, a hands-on, 100% screen free coding activity set. Complementing the multiple award-winning Code & Go Robot Mouse Activity Set, this advanced coding set is complete with 77 pieces and will have young learners coding in minutes. The product is presented in a contemporary square box with sneak peek flap and window, making it easy to merchandise and eye-catching on the shelf. Children can use the remote programmer to enter commands and then press transmit to see Botley in action. Coding mats and accessories can be used to create unique mazes and challenges, and children can attach robot arms to Botley for interactive play. Advanced features include if/then logic, object detection, looping, and black line following. There are also new additions to Learning Resources’ best-selling Playfoam range. The super-squishy, sculpting material is child friendly, won’t dry out, and doesn’t stick to clothes or carpet; perfect for indoor creative play. New Playfoam Pals feature 12 collectible pods that open to reveal a unique animal character encased in Playfoam. Heads and bodies can be mixed and matched for endless character combinations; and children can also look out for the ultra-rare golden pal. The products are available in a POP display of 12 pods or a pack of two. New additions to the popular Design & Drill Construction range include colourful bolts and realistic tools, which bring learning to life and support colour recognition, counting, and fine motor skills. The See-Through Creative Workshop is a new and improved version of the best-selling activity sets. Using a kidfriendly drill, hand screwdriver or combination wrench, busy builders can drill colourful bolts directly into a see-through base, easily following the pattern card or creating their own, custom designs. The range combines imaginative play with construction fun, as little builders get busy with the My First Workbench. Featuring a child-friendly hammer, electric bolt driver, 60 colourful bolts, and 60 nails, My First Workbench offers hours of unplugged learning fun for children aged three and above. Children can hammer and drill directly into the bench to follow designs in the activity guide or make up their own creations. Once designs are complete, everything fits neatly back inside the storage drawer.

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Science4you (351) 211 316 796 | Hall 5, Stand C-23 Science4you has been capitalising on the slime craze, as evidenced by its Amazon best-seller The Science of Slime. The newly launched Slime Factory Glow in the Dark expands the category further, offering kids a neon, stretchy and squishy slime. The company is also still seeing success with the Lipstick Factory, Explosive Science and Pink Chemistry products, scientific sets that teach children how to create their own lipsticks, rockets and colourful clouds through entertaining scientific experiments. At Nuremburg, Science4you will be unveiling a variety of glow in the dark STEM toys that aim to spark children’s creativity, imagination and curiosity. Products on show will include the Crystal Factory Glow in the Dark and the Soap Factory Glow in the Dark, while a new nail studio set will be joining the company’s cosmetic line. Kids can also learn about ecology, ecosystems and the life cycle of plants with the Mini Cherry Tomato Greenhouse. This set will teach kids all about plants: how they reproduce, what influences plant growth, how many plant species there are, and how to grow their own plants. The Deltabot and Betabot robots have joined the company’s portfolio. These robots aim to unleash kids’ creativity and improve their hands-on ability by building their own first robot. Science4you has also recently unveiled new products including the Cookie Science, Magic Science and My First Science Kit, all of which will be presented to show attendees in January.

Trefl 01708 738584 | Hall 10.1, Stand B40 Trefl is based in Gdynia, Poland, where all its products are made. Last year the factory was extended to 12,000 square meters, to cope with the increase in business planned over the coming years. All puzzles and games are delivered to the UK directly from Poland, which enables Trefl to offer the most competitive prices. The company has appointed A.B. Gee for all its UK distribution. Trefl offers over 400 different products, from a 54-piece Mini Puzzles, which can retail for £1, to a 6,000-piece adult puzzle. Many products are based on popular properties. In 2018 the company is launching its successful Mistakos game in the UK; having sold over 200,000 units worldwide in 2017. The game will be heavily supported in 2018 to achieve maximum sales. Buyers can visit the Trefl stand to see how the game is played. Trefl is also giving an extra 10% discount on all orders placed between 23 January and 1 February.

Alpha Animation and Toys 01293 804 599 | Hall 12.0 Stand H-4 Super Wings, the popular pre-school TV Show, continues to go from strength to strength with new products for 2018. The new spring/summer range features new characters from Series 2. All five new characters will launch across two different SKUs; Transform a Bots, and Transforming Vehicles. Jett, Paul, Donnie, and Dizzy all have new robo suits in Series 2, to help them solve bigger challenges. Kids will enjoy role-playing with the Deluxe Transforming Vehicles, which come with a 3” Transform a Bot character. Children can simply transform from plane, to robot, to vehicle in a few easy steps. For outdoor play, Bubble Blast Jett is suitable for any Jett fan, as they can watch Jett release a continuous stream of bubbles as they fly him around. New for autumn, Jett’s Super Robot Suit transforms from a free-wheeling vehicle to a freestanding figure with lights, sounds, and a Transforming Jett Vehicle included. Jett’s Take Off Tower is also new to the range, offering on the go play as a portable 2-in-1 airport playset. Also available is Robot Ready Jett, suitable for pre-schoolers, offering interaction, lights, and sounds. Super Wings will continue to be TV-promoted throughout the season, with new creatives and targeted social media activity. Series 1 will continue on Tiny Pop in the first half of 2018, whilst Series 2 will hit screens on Cartoonito in February.

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NEW+ Nuremberg Toy Fair Hall 12-2/P19 Jan. 31 – Feb 04, 2018

at s u


For appointment contact Malcolm Cook


EW + N E

2.2 9 1 ll P-1 a h d n sta it



Dolu 07850 779 797 | Hall 5, Stand D50 Dolu has been supplying the UK with children’s toys for the last six years. Steve Richardson, from SJR Associates, oversees all of the business in the UK with the assistance of Ria, his daughter, who recently joined the SJR team. Dolu is based in Istanbul, Turkey, and the company has grown at a fast pace over the past six years, with 70% of the current Dolu range having been introduced during this time. The Dolu offering is wide-ranging and varied; products include building bricks, pre-school toys, study desks, easels, trucks, kitchens, playhouses and outdoor toys, a wheeled range including sit ’n’ rides, trikes, tractors and pedal cars. New for 2018 are the electric tractor 6V, the single seater Jeeps 6V and a range of two seater 12V Jeeps. Dolu currently supplies to over 80 countries worldwide. Having been in its factory for the past six years, a large business increase of more than 20% means the company has now outgrown the premises. Construction has begun on a new 55,000sm2 purposebuilt factory and offices, which should be completed and ready for use in the second half of 2019. Dolu also manufactures for different EU suppliers and retailers, and manufactures licensed Fisher Price products, (not available for sale in the UK). All orders are supplied directly to the UK from Turkey via mixed containers, with no minimum order quantities per item. The company can also offer a delivered cost in GBP, negating any currency exchange rate risks. Dolu’s lead-times are just 28 days or less, plus a further 18 days for shipping and UK delivery. For customers who don’t require container quantities, Dolu also works with A.B. Gee for UK distribution. A.B.Gee will have a small range of Dolu products available for viewing on its stand at the London Toy Fair. For those who would like more information, Ria and Steve will be pleased to arrange a meeting on the Dolu stand in Nuremberg, where all of the company’s bestselling items will be displayed.

KD UK 01727 827 194 | Hall 12, Stand F20-G18 KD UK will be exhibiting a number of new products across multiple categories at Nuremburg this February. Child safety will remain the key focus for the company’s world leading range of child-friendly technology products. With the current collection of Kurio products being successful with families, this year will see parents introduced to intuitive new software. This technology will allow parents to have full control of their new Kurio tablets, and allow them to monitor their child’s digital behaviour in real time. The current award-winning Kurio Genius parental control software now filters over 32 billion websites versus the previous 18 billion. In addition, KD Interactive will be launching three new innovative adult technology devices within its Kurio range. The KD UK pre-school range, Infinifun, which was created to help aid discovery, self-awareness and reward, will be expanding. The range will offer toys that help to deliver more bonding time, more sensory stimulation and more special family moments during bath time, bed time, role play and creative play. KD UK will also be launching a new range of products across its KD Girls and KD Games ranges. The first is a new collectible range of animals that require love, care and attention. Secondly, building on its expertise in delivering innovative gaming experiences, KD Games will be introducing three new family games. KD will continue to create products throughout 2018 that stand-out and deliver inspirational play experiences, and the company’s top performing brands and licences will be supported with multi-layered marketing campaigns to drive future growth through supporting retailers.

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Zuru 01604 401 719 | Hall 12, Stand H-04-6 Smashers is a new collectible range which Zuru will be showcasing at Nuremberg. Each Smashers character is housed inside a red Smashball. Kids can only discover which ones they’ve collected by smashing the Smashball open, thanks to a surprise opening mechanic created by Zuru. Once unboxed, children can throw, collect and trade Smashers, as each one has its own Smash Point Value for extended play opportunities. Series 1 is based on the world’s most popular sports going into 2018, a year that will play host to a number of global sporting events including the Football World Cup. The range includes both good and bad sport characters, along with rare Sports and Golden Trophies to find, and all Smashers appear on the accompanying Collector’s Guide and Game Sheet. Aimed at both pocket money and birthday money budgets, SKUs include the Smashers one pack, three pack, eight pack, and bigger items including the Collectors Tin and Smashers Team Bus which transforms into a football field to shoot Smashers. Zuru’s Bunch O Balloons creates over 100 water-filled balloons in 60 seconds with a patented design. In just three years, Bunch O Balloons has transformed from a Kickstarter success to a globally distributed brand, with a presence among the world’s top selling outdoor items. Constant innovation is key to the brand’s success. Zuru plans to build on the success of the line with new launches for 2018 including a new Marvel licence. The Avengers Bunch O Balloons launches to coincide with the movie Avengers: Infinity War.

Hasbro 0208 569 1234 | Stand Hall 12.0 Stand F-10, H-05 Hasbro will be showcasing its latest selection of products across brands including Nerf, Play-Doh, Star Wars, and Marvel and Hasbro Gaming ranges. Nerf continues to bring action-packed fun across its product lines, with blasters for ages 8 and up, including the Nerf N-Strike Elite Surgefire, complete with a rotating drum that holds 15 darts; Nerf Mega Tri-Break, with a break-open barrel, Nerf Zombie Strike Revreaper, with visible gear mechanism, and Nerf Modulus Mediator, with numerous attachment points for accessories within the Modulus system. For the older age group, Nerf Rival is introducing the Kronos XVII-500 and Rival Helios XVII-700 blasters, part of the Phantom Corps range. Finally, Nerf Nitro unveils the Aerofury Ramp Rage set, with two Nerf Nitro cars exclusive to Aerofury and one long jump-ramp. Play-Doh’s 2018 offering sees new products within Kitchen Creations, including the Spinning Treats Mixer, for kids to bring out their inner baker, and the Frozen Treats set for making Play-Doh treats. Play-Doh will also be introducing Wavy the Whale and Cranky the Octopus. Mighty Muggs is ready to turn heads in 2018, with three different expressions and classic character designs. Arriving from the Star Wars assortment sees Rey, Luke, Princess Leia, Kylo Ren, following the release of Star Wars: The Last Jedi, and ahead of Han Solo, whilst Marvel sees Captain America, Black Widow, Spider-Man, and more. Each sold separately. Also from Marvel in 2018 is the Black Panther range, in line with the film release in February. Hitting shelves this year is the Slash & Strike Black Panther 13-inch electronic figure, featuring more than 20 phrases and sounds and equipped with Vibranium-grade technology as seen in the film. The Black Panther 2-in-1 Panther Jet vehicle features a simple conversion mechanism so kids can switch from a panther-like ground attack vehicle to a royal jet, offering two forms of play. Role-play toys include the Vibranium Power FX Mask and Vibranium Power FX Claw, the Black Panther Nerf Vibranium Strike Gauntles and Black Panther Mask. Also from the film range is the 6-inch figure assortment, featuring Black Panther, Erik Killmonger, Shuri and Vibranium Suit Black Panther, 12-inch titan hero figure assortment, with Black Panther or Erik Killmonger and the Legends Series 6-Inch figure assortment, with intricate decoration and premium articulation in 6-inch scale. Hasbro Gaming continues to bring fun with Don’t Step In It. Players place mounds of brown compound on the game mat, then take turns spinning the spinner to find out how many steps to take across the mat while blindfolded. The player to make it to the end of the mat, having stepped in the fewest poops, wins. Meanwhile, the blockstacking game of Jenga continues to perform well, with Jenga Pass Challenge - which involves players stacking the Jenga blocks on the included platform, passing to their opponent after taking a turn. The last player to successfully stack a block and pass the platform without causing the tower to crash wins.

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You can see us at Toyfair on the A.B.Gee

Stand B40 and visit us in Nuremberg at


Hall 5, Stand C-58

For UK sales contact Steve or Ria Richardson


Worlds Apart 01637 882 200 | Hall 7, Stand C-21 From surprise reveals and tech innovation to hot, new licensed products, Worlds Apart’s 2018 range has new launches across its Toy, Outdoor, and Home categories. January will see the debut of three new promotional toys to add to the company’s current portfolio, including two girls’ lines and a new action game. The new promotional toy launches include surprise reveal plush line, Scruff-a-Luvs; vlogging role-play toy, UVlog, and hilarious action game, Monkey Mayhem. Global distribution deals are currently being signed on all three new promotional toy lines, with Moose Toys distributing Scruff-a-Luvs and Monkey Mayhem in the US, Canada and Australia, with many more partners to be announced in the coming weeks. Worlds Apart’s stand at Nuremberg will also showcase new additions to its core range of home, outdoor, toy, and lifestyle products, across licences such as JoJo Siwa, PJ Masks, and L.O.L Surprise!. Product highlights include the new GoGlow POP lantern which combines a two-in-one night light and torch function, with a surprise reveal and fun licence application, including L.O.L Surprise! and PJ Masks. Following the strong performance of its Smyths-exclusive JoJo SelfieMic SKU, Worlds Apart has expanded its JoJo product offering for 2018 with a range covering its core licensed lifestyle products including an inflatable chair, Hide n Sleep Cushion, Microphone Alarm Clock and ReadyBed. All new items in the 2018 JoJo Siwa range will be open to the whole UK market and are available to ship from April 2018. On display at Nuremberg will also be the new 2018 L.O.L Surprise! licensed range featuring a mirror, secret diary and more lines to be announced. From its Outdoor category, Worlds Apart will be unveiling its new My First range under the outdoor Kid Active brand. The fun, colourful range has been specifically designed to correspond to key developmental milestones for pre-school children, and includes two new trampolines, a caterpillar tunnel and lady bird ball pit. As well as its HelloHome licensed bed and furniture offering, Worlds Apart will be unveiling its new stand-alone Home brand, Room 2 Build. Inspired by children’s love of building bricks, the Room 2 Build range features a bed and accompanying furniture which allow kids to display their building block creations in their room in a unique and creative way. To find out more about the new promotional toys and licensed ranges for 2018, book a meeting to visit the Worlds Apart stand at Nuremberg.

Melissa & Doug 0800 731 0578 | Hall 1, Stand A-17 Melissa & Doug is presenting a wide range of toys and other products at the Nuremberg Toy Fair this year. Amongst the products on show, visitors will find the wooden Pretend Play food, kitchen and house collections, dress-up and role play costume sets, wooden developmental toys, jigsaw puzzles, large plush animals, as well as an extensive range of sticker books and arts & crafts. New for 2018 is First Play, a collection of wooden developmental toys. First Play toys feature bright colours, bold patterns, and whimsical designs that boost skills while sparking imagination.

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Mattel 01628 500 000 | Hall 12.2 Stand P-15 Mattel brings excitement and innovation to the toy industry in 2018 with bold brand campaigns, content, and product. Barbie will continue to celebrate the You Can Be Anything campaign, celebrating how Barbie inspires the limitless potential in every girl. In 2018, Barbie will empower girls through sharing inspiring stories, showcasing inspiring women, and helping girls to build their emotional intelligence and their confidence: if they can see it, they can be it. Barbie will live its purpose through new product ranges that show kids You Can Be A Chef and You Can Be An Athlete! Further ethnic and body diversity will be introduced in the core Barbie Fashionistas range, and in other segments including Barbie Dreamtopia and Careers. Fisher-Price, a leader in early childhood development, continues to build brand affinity with parents, with its Let Kids Be Kids brand campaign. The campaign celebrates kids, what makes them unique, and how parents can best nurture that inherent nature by just letting kids be kids. It also demonstrates how Fisher-Price offers different approaches to learning for different personalities, with toys to benefit all sorts of children. Innovative new product offerings include the BabyGear 2-in-1 Sit-to-Stand Activity Centre, entertaining little ones from baby to toddler with fun activities. The Newborn Kick & Play Piano Gym enhances hand eye coordination and stimulates visual senses. The popular Infant Laugh & Learn range introduces new items, including the Puppy's Check-Up Kit and Smart Stages Learn with Puppy Walker, while continuing the popular Sweet Manners Tea Set, developing skills with shapes, colours, and numbers. New to the Pre-school Think & Learn category, the Seek & Spell Penguin helps pre-schoolers discover all about the alphabet, phonics, and spelling. Fisher-Price is proud to offer a dynamic portfolio of character brands, with new launches including the new Jurassic World range in April, with products from Imaginext. Shimmer & Shine introduces the Rainbow segment with new rainbow dolls, while Blaze and the Monster Machines launches the new Tune up Tires with Tow Truck Blaze segments. Bing continues to teach children about the world around them with Bathtime Bing, while Octonauts introduces the Peso Medical Kit, and Go Jetters the Jetpad & Mini Vroomster. In 2018 Thomas will be introducing kids to the bigger world around them through the wonder and awe of trains, providing a trusted friend for adventure and discovery. There will be changes to the episodic series plus the release of the new Big World, Big Adventures! film. Fun new products will continue to bring the brand to life, with additions including the My First Thomas & Friends Railway Pals Track Pack, to expand existing playsets Destination Discovery, Mountain Adventure, and Rescue Tower. The TrackMaster Twisting Tornado Set, Minis Boost ‘n Blast Stunt Set and Adventures Robot Rescue join the different segments and Thomas & Friends Wood relaunches with new look engines. Hot Wheels 2018 gears up for its 50th anniversary year in 2018 with a new brand campaign Challenge Accepted - celebrating how Hot Wheels ignites and nurtures the challenger spirit in every kid. A series of exciting and dynamic activations will celebrate this iconic anniversary. Hot Wheels will also create a dialogue with parents to communicate the value of Hot Wheels play; Hot Wheels combines competition, experimentation and creativity to provide thrilling vehicle challenges that develop the skills and confidence kids need to take on the world. The Track Builder range will expand with Stunt Boxes, the ideal kit to start a Track Builder Hot Wheels collection and will be joined by a re-launch of Hot Wheels City with animal themes, motorised and colour-changing elements to extend imaginative play for younger fans. Hot Wheels will also launch special edition Zamac Flames and Black and Gold 50th Anniversary cars with a gold chaser car available to find. Animal-themed girl’s property Enchantimals, which launched in summer 2017, celebrates caring and compassion towards all living things. In 2018 the brand will introduce new character and product launches, including themed playsets and vehicles, along with all new content. Family favourite Scrabble, which now offers extended play features with Scrabble Deluxe and Junior editions, is gearing up for the 70th Anniversary celebrations in 2018. A bumper year will kick off this milestone, with a digitally-led marketing campaign, partnerships, and PR activations. The Mattel games portfolio is ever evolving including fun games for both kids and adults, and 2018 sees expansion to the classic card game Uno, bringing kids licensed editions with new themes; extended features including pop culture to ultimate party game Pictionary and new Escape Rooms Box game requiring players to crack codes and unlock hidden clues. Mattel also offer a dynamic portfolio of partner brands with new introductions including; Disney Pixar’s Cars 3, DC’S Aquaman, DC’s Batman, Jurassic World, WWE, and DC Superhero Girls.

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ESSE 2018 - Hall 5, Stand C-58

Visit us in Nuremberg at SPIELWARENMESSE 2018

Hall 5, Stand C-58

For UK sales contact Alison Prountzos - Belgravia Marketing Limited

Tel: 07789 316417



Hauck 01978 664 362 | Hall 12.2, Stand P-19 New properties will be introduced to Hauck’s ride-on range. As with all Hauck licensed ride-on toys, each vehicle features bodywork styling representative of each character. These new products join the Nerf Battle Racer, Batmobile, and Transformer Bumble Bee and Optimus Prime go karts. Eco Uno will be launched for 2018. This easy to manoeuvre wagon has room for one child. The wagon folds flat for storage or transportation in the boot of a small car. A notable new addition to the range of Hauck balance bikes is the new Alu-Rider 12. This bike has a durable lightweight aluminium frame, 30cm wheels and an adjustable saddle and handle bars. The new pink version of the Sirocco go-kart has the same features as the original, including ball bearing hubs for near friction-free running, a freewheel mechanism, hand brake and tool-free adjustable bucket seat. Each of Hauck’s newly introduced Hello Kitty ride-ons comes in pink and white styling. The range includes the Mini Go-Kart, designed for preschoolers, and includes a useful carrier for dolls and toys plus special tyres for both indoor and outdoor use. The Hello Kitty balance bike, with adjustable handlebars and saddle, also features a carrier, while the Grow With Me Trike transforms from a baby transporter to a kids trike. Hauck’s Fur Real accessories create complete lifestyle environments to enhance the play value of Hasbro’s popular pets, and the Baby Alive accessory range is already established in the US. A complete range of Hello Kitty doll accessories will be introduced in January.

Quercetti 07789 316 417 | Hall 5, Stand C-58 Ever since its foundation 66 years ago, Quercetti has provided kids with high-quality wooden pegs that can used with the company’s comprehensive range of art boards and print-at-home patterns, made in Italy. Throughout its history, Quercetti has produced and distributed billions of pegs, and has received a number of prestigious toy industry awards. Pixel Baby is an ideal introduction to playing with pegs from the age of 18 months. The Pixel Baby range features a stylish board with handle, large buttons in three 46-mm shapes, and eight double-sided cards, which provide an attractive and stimulating mosaic game when combined. The full range of Pixel Evo and Pixel Evo Girl boards provides fun for all children as they grow and develop. The diameter of the pegs gets smaller as the recommend age increases and Quercetti differentiates its offering, so there is something for everyone in the best-selling range. For older kids, the peg size is reduced to 4mm in diameter, for use with the Pixel Photo and Pixel Art ranges. Pixel Photo allows kids to recreate their own selfies and pictures using pegs, while Pixel Art gives them the opportunity to recreate a variety of world-famous paintings and images. Both products offer a family friendly activity which takes away the complexity of puzzles, and delivers a high-quality result that can be framed and put up on a wall. Quercetti means much more than pegs. The company’s marble tracks have given millions of kids hours of creative fun. Quercetti’s best-selling range for younger kids, Migoga Junior, provides kids under two years of age with fun and imaginative marble play. As with the company’s peg board range, Migoga caters for all ages. Migoga Elevator offers the creative challenge of building a personalised marble track, thanks to the assortment of colourful interconnecting pieces. Though deeply rooted in long-standing tradition, Quercetti is also focused on product development. Even after decades in the market, the company still offers innovation. One example is the new range Cuboga. Featuring steep slopes, long straights and unexpected climbs, this new marble run is based on an element never seen before: the cube. With Cuboga, marbles can run flat along the tracks and even upwards, thanks to the internal design of the cubes, which pushes the marbles forward and increases their speed. Kids can enjoy building suspended tracks by connecting cubes in a variety of different combinations, until they find the one which won’t stop the marble on its journey. The carefully conceived design, and the high quality of the materials used, will ensure hours of safe play. All of Quercetti’s ranges are produced in its Turin-based factory, and the company’s experience allows it to target each market with the right commercial proposition, guaranteeing the right margins at the right retail price.

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Vis at Sp it us ring Fair Hall F110 5 -G11 1



08453 070707


HTI 01253 778 888 | Hall 12.2, Stand P-09 Teamsterz, HTI’s own extensive range of collectible die-cast vehicles, garages, playsets, track sets, and light & sound vehicles, has launched a range of new products worldwide for 2018. Inspired by UK vehicle designs, new additions to the range include racing, sports performance and city service vehicles, plus small 6” light & sound vehicles. The new range of small vehicles complements the existing larger versions. Six different chunky vehicles are available, each with their own light and sound effects. Designs include a Fire Engine, Garbage Truck, Rescue Helicopter, Police Pick-Up Truck, Police Motorbike and Ambulance. Presented in a ‘Try Me’ open box, kids can interact with the vehicles from the start. The brand will be supported by a new Teamsterz consumer website launching in Q1. HTI offers a selection of licensed wheeled toys, along with its own inhouse brand, Evo. A range of scooters across all spec levels is offered, from entry level for pre-schoolers, up to the 200mm commuter scooter for adults. The Move’N’Groove or Electric 3-wheel is suitable for beginners, while the stunt scooters or Dirt Rider are aimed at experienced riders. Equipped with eye-catching graphics, Evo positions itself as a high-end range. With a multi-territory licence partnership with Artsanna across prams and pushchairs, HTI will be showcasing a range for Chicco. The new range for 2018 introduces six new products, including the Junior Activ3 Pushchair, Junior Urban Pram and Evolve Travel System. The innovative Junior Evolve travel system transforms to provide 11 functions, reconfiguring from pram to pushchair mode including all the accessories.

Mondo 01706 751 155 | Hall 8, Stand B-01, C18 The Mondo Toys division is dedicated to the creation, manufacture and distribution of outdoor toys, such as: play balls, wheeled toys, beach toys, inflatables, and much more. Mondo is proud to be working with the most famous brands and licences, such as Disney, Mattel, Universal, and Dreamworks. The Mondo Motors brand started with die cast replica vehicles, and the company soon developed its offering to include radio control vehicles. Mondo Motors has had strong growth over the years, which has allowed Mondo Motors to become one of the most recognized brands in Europe for these categories. In 2015 Mondo Motors decided to take to the skies, by introducing the Ultradrone range; a range of innovative radio control and infrared helicopters, quadcopters and planes. At Nuremberg Toy Fair, Mondo will be introducing a new range of radio control cars, from Mondo Motors. These cars are 1:10 scale replicas of the real thing, are 4x4 wheel drive, can travel up to 30mph, and come complete with a rechargeable battery pack. Children can race up to 10 Mondo Motors at a time, choosing from a range of super hyper car models, including the Ford Mustang GT4, the Renault RS 01 Interceptor, with many more cars to be released in 2018, including the Mercedes AMG GT3, the Citroen WAC, the Porsche 911 GT3, and more. Other Mondo Motors products are available in sizes 1:12, 1:14, 1:16, 1:24, and 1:28.

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Rubie’s 08453 070 707 | Hall 12 Stand 1-29 Rubie’s continues to bring excitement and innovation to the world of licensed fancy dress. It will be showcasing new costumes inspired by upcoming movies such as Marvels Black Panther, Ant-Man and the Wasp, and Warner Brothers Fantastic Beasts: The Crimes of Grindalwald. One of the most highly anticipated upcoming Marvel superhero movies - The Avengers' third outing, Infinity Wars, is scheduled for release in the UK on 27th April. This has given Rubie’s the chance to bring together over 60 different beloved superhero characters, offering a fresh new look. In addition to the My Little Pony Movie DVD release in February, Rubie’s has continued to re-fresh its core range of Rainbow Dash, Twilight Sparkle, Pinkie Pie, and Fluttershy, giving My Little Pony fans a chance to sparkle. It also has a range of accessories to accompany the costumes, including colourful hair switches and fun wigs, so children can get involved from head to toe. 2017 has been a phenomenal year for The Wizarding World of Harry Potter. Rubie’s range of costumes continue to increase in popularity. With Fantastic Beasts 2: The Crimes of Grindalwald hitting cinemas in November 2018, Potter fans’ loyalty looks set to grow through 2018 and beyond. Book Week 2018 is fast approaching, taking place on Thursday the 1st of March. Rubie’s is offering over 45 selected lines for this event to celebrate authors, illustrators, books and most importantly to inspire children to read. With such an extensive range, there’s something for everyone.

For appointment contact Malcolm Cook Nuremberg Toy Fair Hall 12-2/P19 Jan. 31 – Feb 04, 2018

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MGA Entertainment 0845 0533 333 | Hall 12.2, Stand P08 MGA Entertainment will be heading to Toy Fair Nuremberg after a highly successful 2017. The toy company will be taking a number of its brands to showcase at the event, including some new surprises. Brands showcased will include the hero brand and best-seller of 2017, L.O.L. Surprise!. The L.O.L. Surprise! range launched in February 2017 with YouTuber Tiana from Toys AndMe, and went on to win a coveted Dream Toy for its L.O.L. Surprise! doll that has seven layers of surprise. Also being showcased will be; Num Noms, the stackable collectible which is now entering Series 5 with new scents and playsets. Craft brand Gel-a-Peel, that lets children peel, wear, and share creations, will also be present at Toy Fair along with Nail-a-Peel which is new to the market for 2018. Nail-a-Peel is great fun and lets users showcase their creativity with crafty 3D nail designs. Super STEAM range, Project Mc2, has its own Netflix Original show of six super-smart teens who use their science skills to save the day. The accompanying toy range will see a refresh to the range of Experiment Dolls, plus new STEAM-themed products, with the best-selling Ultimate Spy Bag and ADISN Journal to also carry forward. Children can be inspired by fashion trends with new Glam Goo. They can make cool slime fashion, as they start with clear slime, mix in sparkles, fill accessories, and wear. Zapf Creation will also be showcasing the iconic Baby Annabell doll and full range of accessories, and will be celebrating the brand’s 20th anniversary in 2018. With more than 22 million dolls sold globally since launch in 1991, the classic Baby Born doll and accessories collection will also be showcased. Launching on Boxing Day is the new Baby Secrets collectible line. There are 50 babies to collect, as children simply dip the babies in water to reveal their secret, are they a boy or girl. Top toy property and leading brand Little Tikes, pioneers of the iconic Cozy Coupe, is set to showcase an innovative and expanded 2018 line. Pioneering new product launches and expanded ranges across all core categories, it promises to be one of the most exciting lines launched to date and will lead the way to even more success in 2018.

Rainbow Designs 01329 227 30 | Hall 1, Stand E22 Rainbow Designs has launched a host of new toy and nursery collections that will be on display at the Nuremberg Toy Fair this year. The Classic Winnie-the-Pooh Signature Hundred Acre Wood collection made its debut in stores last autumn. The new collection celebrates the heritage of Winnie-the-Pooh and his friends in an array of nursery plush essentials including Ring Rattles, Comfort Blankets and Character Plush toys. The classic white bunny, Miffy, has an appeal that spans generations. The new Classic Miffy Collection presents the popular pre-school character in a style that portrays simplicity and innocence. Rainbow Designs will also have on display a number of new additions to the ever-popular Peppa Pig for Baby collection, including a new dual pack of Peppa and George attachable Activity Toys with multiple textures and features.

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Viewpoint We need to talk about YouTube

Tristan Brooks Tristan is client services director at Azure Media, a specialist media planning and buying agency focused on child markets


ast November was not a good month for YouTube. It was virtually impossible to avoid the widespread negative coverage YouTube received in the mainstream media in relation to children. The Times exposed examples of child exploitation in videos, whilst other news media covered manipulated paedophilic search results and unregulated ‘weird’ and sinister memes such as the bizarre and disturbing Elsa and Spiderman. As we start the New Year, YouTube remains in many ways a troubling conundrum for toy marketers, with both potential and pitfalls clearly evident. Google (YouTube’s owner) has been caught napping on this. They have enormous resource but seem unwilling or unable to organise any effective self regulation. It shouldn’t take an exposé every time to force their hand to react, however this seems to be sadly the case with Google. Following the recent Times (November 2017) exposé focusing on child exploitation, Mars, Adidas, Hewlett-Packard and Deutsche Bank pulled their advertising from the platform (toy companies remain silent on the issue at the time of writing). Under this increased industry pressure, Google has removed 2 million videos and 50,000 channels masquerading as “kid friendly”, and have committed to employing 10,000 moderators. They have in my view an impossible task of making YouTube 100% safe for children. Google estimates that every minute 300 hours of video footage

is uploaded, with 4.9 million new videos launching daily. Whoever uploads that content is responsible for labelling accurately, so it can be served to relevant searches. Worryingly, an increasing number of YouTube channels are deliberately targeting children using recognisable child licences however with inappropriate content. As children tend to watch the same videos multiple times, they provide significant view counts and therefore revenue streams for these channels. It’s then left to the public to report and moderators to take down content deemed unfit. The conundrum toy advertisers face is the opportunity to reach and engage a growing number of children via YouTube set against the issues of control of both safe ad placement and selecting responsible YouTube partners to promote their product. However, in a challenging market, I fear commercial imperatives will no doubt prevail for many over more ethical decisions - and beware; the national media is now showing an interest. So far, toy advertisers have not been placed under the media microscope, although it is noticeable that certain leading toy influencers have cleaned up their old video library as a result of increased scrutiny. Advertisers need to be the guardians of their own brand and I would recommend proactively doing in depth analysis of every YouTuber they work with. From experience and discussions with fellow industry marketers there is simply not enough quality control or client care being taken by certain influencer agencies

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currently. Advertisers therefore need to take greater responsibility to protect their brands and scrutinise chosen YouTube partners. In light of current media scrutiny I would, for example, question the likes of Ruby Rube’s channel as being appropriate for toy advertisers. Watch her Charlie Charlie videos which show her using a basic Ouija board and I would challenge anyone to argue that she is suitable to promote toy products to under 10 year-olds. Paying for influencers to review products goes beyond straight advertising; it partners the brand to the influencer. It shows that the brand has actively contracted and paid that YouTuber to represent their brand in that video. This video content will then show up in YouTube searches for the product or brand, so children who like that product or brand may now also be taken to that YouTuber channel and exposed to their content which may not be deemed appropriate. In my opinion the recent media scrutiny of YouTube should act to stimulate greater responsibility and discussion within the industry, from those who actively advertise, to those who promote services within the platform. Although, ultimately, the advertiser has the greatest exposure and risk, all involved in the chain should maintain standards to withstand outside scrutiny for the brands they represent. The media has shown interest and so far it’s been over the other side of the fence, but for how long?

Viewpoint Toy trade psychology and its liability of foreignness

Nat Southworth Nat is founder of marketing company Added Smile Ltd, and has bought toys for Asda, and held Sales & Marketing positions with Vivid, HTi, and Hornby. He is completing an Executive MBA at the University of Leeds.


eople say writing a sequel or a second hit is a challenge but since my last article I’ve done three MBA modules. “People, and Organisational Behaviour”, “International Business Management”, and “Economics of Strategy”. I’ve not found anyone who wanted to get stuck into a discussion on economics, so I’ll save that for never. However, six days learning, discussing, and debating the impact that people have on the place of work, coupled with decisions on growing international business, are both applicable to the toy industry and its challenges. People make the place Everyone says this but imagine my surprise when our lecturer used this headline and framework to download years of academic theory and commercial practice on how important people are regardless of the environment you put them in. The MBA places great importance on the need for evidence, and those who like to have this should read Jim Collins “Good to Great”. The book is rare because it is recognised by academics and business practitioners. Anyone witnessed a level 5 leader in the toy industry? Can you justify it? I’d love to hear from you. People make the business The lecturer emphasised their work done with McKinsey on the responsibility all levels play in

leadership. I haven’t got space to go into the theory of what makes a leader versus a manager, but it struck me that, in our industry, we all have a duty to lead and share what an amazing work experience it is, to be involved in “selling toys”. This would help all of us out on a number of levels, not least in encouraging new entrants and supporting innovation. There is nothing better than witnessing a toy presented with passion; don’t be shy over trade show season, get into it! Don’t forget to walk the new entrants’ sections of the shows either – those passionate people have the hardest task of all of us. Liability of foreignness I know there are many commentators on the toy industry and everyone is entitled to their view on how good we all are but Stephen Reece wrote something recently that is in line with academic international business theory: “Expect a 3-5 year journey to get anywhere in the toy business!” There are, of course, reasons for this, particularly when entering a new market and especially when it crosses an international border. It’s termed the “liability of foreignness” and is linked to knowing the true transaction costs – these can be difficult to assess, but assessed they can be. I’ve encountered this in my work helping international companies setting up in the UK, and whilst studying, I’ve reflected on our industry’s obsession about the short term. You see examples

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all the time - from lack of acknowledgement on how hard it is to get an order, sales teams know it is hard enough to get an appointment, and I feel for the buyers who must decide is it better to look at trading right now or plan for a brighter future? The importance of making time to work together I don’t like to simply point out observations, as that is what the academics have told me they are supposed to do. It is interesting that key themes coming through on the MBA are the requirement of patience, and clarity of thought to deliver sustainable business. Perhaps in the toy industry we are too hung up on looking for the next one hit wonder to set out to create products for decades? What’s in the current range that merits another year? What didn’t quite hit the mark that is worth persevering with? As a global industry we are heading to Hong Kong, London, Nuremberg, Birmingham, and New York to seek out opportunities but its important we don’t lose sight of the importance of people and product in our endeavours. I’m looking forward to 2018 with so much excitement I could quite literally burst. I’ll celebrate a milestone birthday at New York toy fair and celebrate my first year as Added Smile Ltd. I look forward to the challenges & opportunities with an increased emphasis on working with great people to achieve great things. See you out there!

Viewpoint Storm warnings

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

New Year, new alliances

Jim Hawker Co-founder of Threepipe agency: a team of PR, social, content, SEO and paid media experts


arly January offers an opportunity to pause for thought and reflect on the year that was. From any angle, it was certainly a turbulent 2017 for bricks and mortar retailers and therefore suppliers alike; the lack of confidence in the physical retail model has never been so pronounced. The financial markets have costed in expected failure, and they now act as a guide on current and future performance in the same way that bookmakers betting odds guide on the favourites and the unfancied in a race. Judging by the market volatility and generally subdued performance of retail shares, not too many financial institutions are backing retailers that have material exposure to a large store estate, to buck the steadily declining sales trend. It has become increasingly commonplace for credit insurance to be continually recalibrated, and changes imposed at short notice for sales into these exposed


redictions for 2018 will no doubt be filling your email inbox and social feeds and I won’t be adding to any of these in the few moments I have with you right now. From the conversations I have had, it is clear that 2018 is going to be a year that many people in the toy industry are nervous about. The news about ToysRUs could not have taken many people by surprise. Big box retail stores on the outskirts of towns are not what millennials are looking for these days. Even with the retail space they had, they didn’t really even attempt to create anything of experiential note that would entice shoppers away from their mobile devices. I read a headline in the US which asked: “Can millennials save Toys R Us?” Why should they? Why is the onus on the customer to be loyal to a retailer that has not adapted to the

retailers - the definition of exposed is those retailers with most of their cash inflow coming from good old fashioned shops. The vast majority of the exposed are shorted in the market - meaning that the brokers are betting against them recovering and being successful in the medium term; they do this by taking shares on loan, in the anticipation that the price goes down. Black Friday 2018 perfectly encapsulated the retail market situation. Touted as the most commercially successful ever on UK newswires, it was accompanied by pictures of tumbleweed and the lesser spotted shopper visiting stores on the day. Of course people still want to visit stores in their leisure time to touch and feel product, but they appear reluctant to buy. The showroom model is too expensive to be economically viable, unless it is a small cluster of pop-up stores showcasing an ecommerce offer.

The trend has been very clear for a long time and it is now starting to gather pace, as new online marketplace entrants accelerate the decline of physical retail outlets – OnBuy and Flubit are two notable entrants that have scaled quickly using this model. This decline is further exacerbated in the toy industry with the growth of free and purchased mobile apps – according to Statista, now worth £8.8b per annum in the UK, with annual growth in 2018 of 25% and expected to break the £30b per annum barrier by 2025. At the risk of stating the obvious, one clear prediction for the year ahead is further consolidation of toy-related businesses both sides of the fence. If Toys R Us is the toy industry retail bell weather, then the storm just picked up to typhoon warning level 10, and the ships are breaking free from their moorings. Is the sky really falling in on retail? You decide. See you all at the toy fairs!

changing times? In 2018, there will be more millennial parents than any other generational segment, and those retailers that are responsive to the new ways of shopping will survive and hopefully thrive. I have much sympathy with brands who I know are rebalancing their media plans to invest in different channels to drive product awareness and engagement, yet do not have control of the final purchase through third party retail. Being reliant on retailers like Toys R Us or some of the multiples, where buyers are changing all the time, is not conducive to retail success. It is crucial that brands work with retailers to try and create a retail environment, both on and offline, that millennials want to be part of. That means tearing up the

mindset. There are many retailers doing well, both independent and multiples, because they offer something unique and parents feel that they understand them. Without getting creative, the danger is that business continues to slip away to the likes of Amazon, that offers a compelling alternative of convenience, customer service and price promises. Walmart in the US has been making huge changes and investing in its online and multichannel integration, to enable it to compete more effectively against Amazon - and it looks like this is having a positive effect. It isn’t all about money though. Retailers generally need to have

way things have been done before, getting more adventurous in media planning and having a different

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more of a millennial mindset and be open to working in collaboration with brands to create reasons for parents to purchase. Just having a great product isn’t enough these days.

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Toy Fair 2018

Selection box

With all available floor space having been sold by mid October 2017, the Toy Fair will offer all who visit a first glimpse of many of the biggest and hottest products of the year. Rachael Simpson takes a look at this year’s show.


he Toy Fair occupies a pivotal position in the calendar of the UK toy community. Retailers, suppliers and a host of other people who have an abiding interest in the toy business will be making their way to Olympia to see what 2018 has in store. Toy Fair sees the largest concentration of UK toy folk under one roof – so it not only provides the perfect showcase for the latest products and ranges, it is also the best networking opportunity of the year. Toy Fair has experienced one of its highest years in terms of new exhibitor registration, with 66 first-timers booking a stand at the show. For 2018, the Greenhouse area has been extended to 80m2, allowing 16 additional small and start-up companies to break further into the toy industry. This year, Greenhouse exhibitors will include AugmentifyIt, an award-winning Augmented Reality (AR) brand; Added Smile, distributor of brands including Cobi and Cognitoys; Green Elephant Trading, which will be focusing its efforts on the extensive range of Crazy Aaron’s Thinking Putty it distributes and Max Mindpower – special plush bears that teach kids (and their parents) meditation and mindfulness.

New for this year is the Toy Heroes showcase. Designed to shine a light on the very best toys from across the entire range of categories, a judging panel comprising toy experts and members of the BTHA will select the 25 toys they feel are innovative and exciting enough to break the toy mould, and these products will become the new Toy Fair Heroes. The winners in each category will be announced on the opening morning of the show, and the showcase will take centre stage at the front of the press office (Room 158, next to the TFTV Demo Zone and Toy Trust Coffee Lounge), allowing visitors to see the winning toys for themselves. Following the opening day of the fair, the Toy Industry Awards is a key date on the toy industry calendar, offering a first-class networking opportunity for retailers, manufacturers, suppliers, licensors and the toy trade media at the end of a busy first day on the show floor. The event celebrates excellence across all areas of the industry and is the place where guests are the first to find out who has won the coveted Retailer, Supplier and Toy of the Year Awards. Starting at 6pm, the gala event offers guests a drinks reception and light food in Olympia’s Pizza Express before they proceed to the adjoining Apex Room for a seated awards ceremony. The

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presentation of the Toy Industry Awards will take place from 7pm, and the evening’s formal proceedings are expected to finish no later than 8.15pm. For visiting students interested in a career in the toy industry, the Design Student Seminar offers plenty of food for thought. Taking place on Thursday 25th January, in its new location - the Apex Room at Olympia – the seminar is organised by the BTHA as part of the organisation’s ongoing commitment to supporting UK talent. Now in its eighth year, the larger-than-ever seminar will include presentations on topics including toy design, and the importance of intellectual property, and will also provide tips and tricks for breaking into the industry from some of the UK’s leading industry experts. This year, speakers include the creator of Jenga, Leslie Scott, co-founders of Big Ideas Product Development, Ruth Elliot and Simon Skelton, and co-founder of Mojo Nation, Billy Langsworthy. Also presenting will be David Fry, UK & European Patenet Attorney at Agile IP, and co-founder of Worlds Apart, John Stewart. Students from a range of universities will attend the seminar this year, including the University of Sussex, University of Brighton, University of Portsmouth, and Kingston University among others.


Toy Fair 2018

Toy Fair is continuing its partnership with the charity KidsOut for 2018, marking the third consecutive year that the children’s charity will host the annual Trolley Dash at the show. Taking place at the end of Toy Fair, volunteers from KidsOut will venture through the aisles with empty shopping trolleys, encouraging generous exhibitors to donate toys from their stands. As in previous years, the toys donated by the volunteers are either sent to refuge homes, for children at risk from domestic abuse, or are sent directly through the KidsOut Toy Box initiative.

“We are very proud to welcome back KidsOut as our official charity partner for 2018,” said Majen Immink, director of fairs and special events. “The Trolley Dash has become a real highlight of the show; we are extremely appreciative of the kindness shown by our exhibitors, and hope that as many as possible are once again able to donate to this fantastic cause.” Sandra Doherty, head of children’s services at KidsOut, added: “More than 4,000 toys were collected in the Trolley Dash at Toy Fair 2017, and the BTHA and KidsOut hope to make an even bigger

What's on at a glance

impact this year. With the support of the industry, we have managed to send a box of toys to hundreds more vulnerable children. We are also planning on giving a toy for every child in refuge this Christmas.” Over the next pages, Toy World covers the best new toys that will be on show at Toy Fair, and where to find them. See you there – you can find us at the heart of the show on stand GH37, right on the main aisle.

Tuesday 23rd January: 9am – 6pm Press day – Character parade Toy Fair Toy Heroes showcase – Opening morning, Press Office (Room 158)

Olympia, Kensington, London W14 8UX Grand Hall, West Hall, Upper West Hall and Gallery

Toy Industry Awards gala event - 6pm Drinks reception - Pizza Express - 7pm Awards Presentation - Apex Room

Wednesday 24th January: 9am – 6pm Thursday 25th January: 9am – 5.30pm The Design Student Seminar – Apex Room KidsOut charity Trolley Dash – Close of play (approx. 5pm)

Perfect educational gifts Toy Fair Stand GH05 Toy World 108

© 2017 Hasbro. All Rights Reserved.



Toy Fair 2018

interview Toy World spoke to Majen Immink, Toy World spoke to Majen Immink, the BTHA's director of fairs and Toy Fair’s director of fairs and special events, about what visitors How many new exhibitors are attending the fair special events, about what visitors can expect from this year’s show. this year? can expect from this year’s show. The 2016 Toy Fair suffered a date clash with the Nuremberg show which luckily didn’t happen last year – was the 2017 show a bigger success than you thought it would be, in terms of attendance? The 2017 show ran smoothly from an operational perspective; however the success of the show each year is very much dependent on the success of our exhibitors, hence it is not always easy to measure until after the event. Feedback is vitally important to us as we continue to look at ways to improve the show, so discussions with exhibitors and visitors is paramount to ensure we are moving in the right direction. The 2017 show received great feedback, and although we appreciate it won’t necessarily have been a success for every single exhibitor, we do strive to ensure we create the best possible platform for the industry to meet and do business.

We have in the region of 250 exhibiting companies this year, with many displaying supplementary brands too. The footprint of the show is largely the same, though we have expanded the Greenhouse Area to allow us to accommodate a greater number of smaller and start-up exhibitors than ever before. In fact, we have had one of the highest number of applications from new exhibitors, with a total of 66 first timers attending in 2018. It’s fantastic to receive such interest in the event, and to see the continuous flow of talent and innovation flooding the industry.

How do visitor pre-registration numbers compare to with last year’s?


Numbers are on par with the usual, though we usually see a surge in January, as show season kicks into gear.

What would you say to anyone thinking of attending who hasn’t been before?

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Toy Fair is a fantastic event like no other, that pulls together all corners of the industry. It always has such a great atmosphere, and the energy and effort that exhibitors put into their stands make it such a visually impactful show. For anyone looking to get exposure for their brand, or those buyers wanting to discover the hot new trends, Toy Fair is not to be missed.



Taking good care of Mudpuppy from now on, in UK and Ireland!

VISIT US AT THE UPCOMING FAIRS! Top Drawer - Olympia, London: 14–16 / 01 Toyfair - Olympia, London: 23–25 / 01 Spring Fair - NEC, Birmingham: 04–08 / 02

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Visit Halilit Stand E90 Ribbit, ribbit

The new book and instrument gift sets from Halilit, the experts in musical play

T: 01254 872454 E:


Stand Number

1 Two Kids


8th Wonder


A B Gee of Ripley


A Girl for All Time


Aardvark Swift Recruitment


Accentuate Games


Alpha Toys

Gallery 632

Alphabet Pie



Gallery 215



The Articulate Gallery


Asmodee UK



Gallery 124



Aurora World


Bandai UK

Gallery 600



Battlefront Miniatures




Big Potato Games


Bigjigs Toys





Gallery 635

Bladez Toyz

Gallery 123

Bladez Toyz Pitstop Café

Gallery 545





BTHA Exhibiting Members Lounge

Gallery 205

Bureau Veritas CPS UK Ltd


Cartamundi UK




Chameleon Kidz


Chaoan Hengsheng Industrial Co Ltd


Character Options


Cheatwell Games




Clarendon Games



Gallery 140

Click Distribution UK

Gallery 120

Click Europe Ltd

Gallery 640

Cobi Toys


Coiledspring Games


Creative Double Star



Gallery 190

David Westnedge


Depesche UK


DGL Group




DKL Marketing




Dress Up America Ltd


Drumond Park


EasyRead Time Teacher


Educational Advantage

Gallery 149

Eduk8 Worldwide


The Elf on The Shelf


Gallery 144

Epoch-Making Toys


Esdevium Games


Eurofins Consumer Product Testing Services


Fandn International Ltd


Fiesta Crafts


Fima Stationery Co Turkey


Flair Leisure Products


Folkmanis Puppets


Forever Collectibles






Galt Toys


Games Workshop

Gallery 198

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Stand Number


Gallery 501




Global Industry BV


Global Opportunities


Golden Bear Products


Great Gizmos


Great Pretenders International


Green Bean Collection


Green Board Game Company


Green Elephant Trading


H Grossman


Guangdong Bana Toys Co.




Hang Wing Plastic Industry


Hasbro UK

Gallery Suites


Gallery 648




Gallery 102

Holibob Bear


Hornby Hobbies



Gallery 122

House of Marbles


Huada Toy Co Ltd


IMC Toys


Indigo Jamm


Information Desk


Insect Lore








Jetson Electric

Gallery 155

John Adams Leisure


John Crane


Jumbo Games






JWS Europe



Gallery 510

K-Play International

Gallery 420 & 315


Gallery 143

Keak Japan Co.Ltd


Keak Rungrueang


Keel Toys


Keycraft Global







Gallery 180


Gallery 152

Theo Klein




Le Toy Van


Learning Resources


Legler OHG small foot company




Little Boffins


Lottie Dolls


Lucky Voice

Gallery 145


Gallery 312

Magformers UK

Gallery 540

Make Time To Play Lounge




Mardles - Augmented Reality for Kids!

Gallery 108

Marvin's Magic


Max Mindpower


Melissa & Doug

D11 & D20

Micro Scooters


Mightymast Leisure

Gallery 174



Mojo Nation


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Bring story time alive with this enchanting music and reading experience for parent and child to share

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Stand Number

Mookie Toys


MTW Toys

Gallery 105



MV Sports & Leisure


Ningbo Jianbei Smardo International Trading Co. Ltd


The NPD Group

Gallery 146


Gallery 316

Orchard Toys


OTL Technologies


Oxford Diecast

Gallery 195



Padgett Bros A to Z




Papo UK

Gallery 128

Paul Lamond Games



Gallery 308

Playmags Toys Ltd


Playmobil (UK)

Gallery 210

Playpress Toys


Plum Products


Polydron Ltd

Gallery 149

Posh Paws International


Press Office & Toy Fair's Hero Toys

Gallery 158

Progressive Pre-School Magazine


Pursuit NHA


Push It Games


Rainbow Designs


Rainbow Eco Products






Red Robin Toys



Gallery 110


Gallery 400

Savvy Games



Gallery 100

Shangtou Chenghai Hanye Toys Factory


Shantou Chenghai Kunyang Trade Co. Ltd


Shantou City Bld Toys Industrial Co. Ltd


Shantou MZ Model Co Ltd


Shantou Pengrui Electronic Technology Co. Ltd


Shantou Shengying Plastic Toys Co. Ltd


Simba Smoby Toys


Simbrix - Connect & Wow


Sinco Creations

Gallery 162

SJD Games

Gallery 175

Skip Hop UK




SnapDragon Monitoring

Gallery 505



Spin Master Toys UK


Spiral Game


Splendiferous Marketing






Stepping Stones Marketing


Sure Treasure International


Tactic Games


Tai Xing Yuan Trading Co. Ltd


Taizhou Florish Leisure Co. Ltd




Tasma Products




TFTV Demo Zone

Gallery 157

TFTV Silverstream

Gallery 153

Thames and Kosmos


The Curious Dragons

Gallery 310

The Happy Puzzle Company

Gallery 148

The Irish Fairy Door Company

Gallery 630

The MiniMaster Sports Company


The Sales Partnership


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Stand Number

The Three Magicians


The Toy Project


Think Distribution

Gallery 147

Thought Machine

Gallery 200

Timbela & Co

Gallery 320

Titan Merchandise


TKC Sales



Gallery 305


Gallery 520

Toy Retailers Association

Gallery 150

Toy Trust Coffee Lounge

Gallery 160

Toy World


Toymaster Members Lounge

London Room



Toys n Playthings


Toyzers World

Gallery 645




Gallery 650

Turner Media Innovations Lounge

Gallery 130

TUV Rheinland

Gallery 218


Gallery 119

Ugears Mechanical Models




University Games


Vivid Toy Group


VTech Electronics

Gallery 500

West Design Products Ltd


Where is Moldova?/ About Time

Gallery 165

Wicked Vision


Wild Card Games


Wild Science

Gallery 185

Wilton Bradley


Wind Designs


Winning Moves


Xiamen Chituo Imp & Exp Co. Ltd


Yong Sheng Jia Plastic Chemical (Shantou) Co. Ltd


Yong Tai Plastic Toy Co. Ltd


Zimpli Kids


toyworld The business magazine with a passion for toys

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Toy Fair 2018

Bring on the new New exhibitors to Toy Fair 2018 share with Toy World why they have decided to take the plunge and exhibit at Olympia for the first time, what they will be unveiling to the toy community and what their expectations are for the show.

Snazaroo Martin Waller, UK trade marketing co-ordinator Snazaroo face and body paints are made to the highest specification to be skin friendly, non-toxic and easy to remove with just soap and water. We are a UK based company and all our face paints are manufactured at our site in Minehead, Somerset. We are passionate about face painting and hold our products to the highest standards of quality and safety. It's this dedication that makes Snazaroo the No. 1 choice of many parents, children, and professional face painters. At Toy Fair we will be launching our ground breaking new Brush Pens, which provide an entirely new way to apply face paint. These innovative new brush pens feature a twist action base which loads up the brush nib with our premium quality face paint. The precision brush nib allows full control over the amount of paint used and the all in one delivery system makes them far more convenient than traditional face paints, where a separate supply of water is required along with either a sponge or a brush to apply to the skin. As with all of our face paints, Brush Pens are suitable for sensitive skin, are fragrance and paraben free, and are easy to wash off with just soap and water. We are first time exhibitors at Toy Fair this year, but we are already aware of the fair’s unrivalled reputation for getting new products in front of key buyers for the UK toy market. We are excited to be launching our new Brush Pens at the show, and raising awareness of the opportunities they offer for face painting fun. By the end of the fair, we hope to have made contact with key buyers in the toy market, and to have made them aware of our portfolio of products. We feel our innovative new Brush Pens really offer something new that buyers will appreciate, and that ultimately they will lead to successful new business partnerships.

Max Mindpower Nikki Collins, MD Max Mindpower, a plush bear who teaches children meditation, was actually born from my own experience. I was involved in a hit and run just after leaving school and sustained injuries that doctors said I would never recover from – in fact, I was told I would never live a normal life. However, one doctor suggested I try some meditation, and the rest is history. Much to everyone’s astonishment I recovered, and discovered the power of meditation. I developed Max as a way to integrate mindfulness and accompanying techniques seamlessly into everyday life. The company was established this year, and its ethos is very much to produce products that improve people’s experience of life; we are trying, in some small way, to make a difference in an accessible and engaging manner. Products such as Max Mindpower make meditation practices such as mindfulness easier and more fun than ever before. At the Toy Fair in January we are looking forward to presenting Max Mindpower in the Junior and Senior versions, as well as the accompanying book series. Max Junior is complemented by a series of eight books, while Max Senior offers thirty books in his first series. The stand will be colourful to say the least, so it will be well worth a visit. Toy Fair is an exciting and important event for us - as a start-up it’s very important to get yourself and your brand out there, and to really make a lasting impression. Toy fair is a fantastic showcase for the toy industry and it’s really exciting to have Max Mindpower there alongside some really big names and players. By the time the fair draws to a close I hope to have made some new connections, and have got Max’s name out there amongst potential retailers. But whatever happens, I’m sure I’ll have a really great experience and I’ll learn an awful lot from it.

David Westnedge

David Westnedge, founder David Westnedge was established in 1979, and has been serving the toy trade for almost 40 years. It's a family-run business and proudly British; when the company was formed our idea was to create a successful concern which would help develop the playing cards and games market. We also wanted to ensure our products were of UK origin. At Toy Fair we will be presenting old favourites such as Mr. Jack, Dicewords, Blink, and Harry Potter playing cards, along with our successful range of classic games such as chess, backgammon, mah-jong, cribbage, poker dice, jigsaw puzzles etc. We will also be presenting two exciting new board games by Hurrican. Visitors can look forward to trying out some of our games, which is always great fun. They also might be interested to learn about our full range of titles - our products are suitable for game enthusiasts from age 5 to 105. We ensure that at least 90% of our product range is available at any one time, and our offers include next day delivery. I have been attending the Toy Fair since 1968 but we haven't been for a number of years. Toy Fair is important for connecting with customers that we speak to often, but see less frequently. It is also always good for new business. We are exhibiting again to put an emphasis on our fantastic new products, our existing range and next day delivery service, and to reach out to visitors who have missed seeing our stand. This year we are aiming to renew relationships and expand our customer base. We also believe that exhibiting once again will give us the opportunity to gauge our customers' enthusiasm for both our new and traditional titles.

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HONG KONG SHOWROOM Regal Kowloon Hotel Suite Number 419 05-01-18 to 10-01-18

LONDON TOY FAIR Olympia The Grand Hall Stand E79

INTERNATIONAL TOY FAIR Nuremberg, Germany Hall 12 Stand B-03-02


Toy Fair 2018

Talking Toy Fair Toy World spoke to a selection of exhibitors who are all looking forward to Toy Fair 2018, about the importance of the show to them, what the key focus on their stands will be and what they hope to have acheived by the end of the event.

Tactic Games Jeremy Pateman, country director Tactic has had a great year - at the time of writing our overall turnover has increased by 13% year on year, which has been driven by increased sales of our outdoor wooden skittles game Mölkky, the Mexican Train Domino game and three successful new launches: Coral Reef, Treasure Armada, and Emojito. During 2017 we have been paving the way for a UK warehouse and distribution facility which will reduce our carriage paid orders and improve delivery lead time. The facility will be up and running in Q1 2018. At Toy Fair we will be presenting gateway games, action games, children’s games, gift games, family games, party games, snack games, outdoor games, toys and plush. New and existing customers can look forward to the debut of the Lumo Stars plush line, the Mini Home toy line, and exciting new game developments such as The Great Tour, Ninja Rush, Cool Catch and many more. Toy Fair is the perfect platform for us to showcase new product launches and our evergreen games. It’s an inspirational and vibrant show at which to network with customers and other suppliers. It’s always interesting to see the creativity of established companies first hand, as well as that of newcomers to the industry. Every year the fair demonstrates that the toy industry is alive and kicking, and bursting with new ideas, but above all it enables us to meet with customers from all industry sectors under one roof. By the end of Toy Fair we hope to have impressed upon our customers the new direction of the company and our approach to product innovation and design. Of course, we also hope to see as many customers as possible from all channels of distribution, and to cement an agenda for the year ahead and the allimportant post-fair follow up.

Geomag Clive Wooster, MD This past year has been very positive for Geomag. The company grew by just under 100% in the previous 12 months, and is rapidly establishing itself as a key player in the Construction sector. Consumer awareness also continues to grow rapidly, as we work hard to promote the brand through a number of social media outlets. At London Toy Fair we will be highlighting our newly launched MagiCube line - a pre-school building system which is perfect for the under-3 age group. In addition to that we will be extending our Pro L line, introducing our new Confetti range, and launching the new Gravity Mechanics line which teaches kids real engineering and scientific skills. London Toy Fair gives us the opportunity to show our range to a wide variety of buyers in a relatively short period of time – which is much more efficient than doing it on the road! We hope to leave the Fair with a wad of fresh orders, new listings and probably some sore feet too.

MiniMaster Sports Simon Winfield, director The MiniMaster Sports Company designs, manufactures and markets 1:8 scale sports action games which are fun and challenging for both children and adults. Established in 2013, this will be our third appearance at the London Toy Fair, having previously exhibited in 2014 and 2017. Our first appearance was an award-winning debut with MiniMaster Golf, a game with origins dating back to 1923. This year we will be showcasing MiniMaster Football, a brand new 1:8 scale penalty shoot-out and free kick game. In a marketplace increasingly pre-occupied with techbased products, our mission is to develop The MiniMaster Sports Company into a brand synonymous with innovative real action games, featuring the world’s most popular sports. These will appeal to and be enjoyed by players of all ages, with no screens or batteries required. Visitors to our stand will be able to test their football skills by taking part in our mini crossbar challenge competition, with the chance to win a MiniMaster Football Game Set. 2018 will be a big year for football products due to the FIFA World Cup taking place in Russia during the summer. We feel that Toy Fair is an important opportunity for showcasing our MiniMaster Football set, following a lengthy development cycle which included us presenting prototypes at the Nuremberg, New York and Hong Kong Toy Fairs. We are also planning to release Rugby and American Football (Gridiron) games during 2018. By the close of Toy Fair we hope to have met a wide variety of retailers and partners, and to raise awareness of the unique opportunities MiniMaster Football offers. Retailers can capitalise on the popularity of the biggest sport in the world, especially those who are looking to engage and entertain customers with demonstrations and in-store events – something MiniMaster Football is perfectly suited to.

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HONG KONG SHOWROOM Regal Kowloon Hotel Suite Number 419 05-01-18 to 10-01-18

LONDON TOY FAIR Olympia The Grand Hall Stand E79

INTERNATIONAL TOY FAIR Nuremberg, Germany Hall 12 Stand B-03-02


Toy Fair 2018 Asmodee UK (formerly Esdevium Games)

Tobar David Mordecai, CEO We went into 2017 with pricing issues and pressures, due to the exchange rate devaluation following the EU referendum. Surprisingly, trade has been very good this year and customers have accepted that there have inevitably been pricing increases. As a result, our performance has been strong across the board – from regional and national accounts, and export too. We always look forward to Toy Fair, and this year is no exception; we’ll have some fantastic new products on display on our stand. With mermaids set to be a key trend for 2018, visitors to our stand will be able to get a first glimpse of a new world under the sea. We’re also expecting slime and putty to be big this year, and visitors to our stand will be able to view the full range of latest products. It’s going to be bright and colourful, and some even react to ultra-violet light. As well as this, we expect the current popularity of unicorns to extend well into next year. Toy Fair is a key event for us every year and it’s the ideal place to showcase the very best of our ranges. Having conversations with the media and meeting retailers - from small independents to large nationals - is invaluable for us during the event, and we really look forward to unveiling our hero products for 2018. We hope to get the word out about our exciting new ranges for this year, which we think will appeal to kids and adults alike. Toy Fair is also a great place to develop strong and meaningful relationships with retailers across the country as we bring them great products that delight their customers, while also following the latest trends.

Ben Hogg, marketing manager 2017 was a very successful year for us; the Pokémon Trading Card Game led the way, but we also experienced fantastic sales across Dobble, Rory’s Story Cubes, Ticket to Ride, Codenames and Exploding Kittens. The biggest change for this year is that our name has changed. We have re-branded to move in-line with our parent and sister companies in other territories by taking on the Asmodee name. Having been part of the Asmodee Group for seven years already, it feels a natural progression. Our customers need not worry, it is simply a name change – we’ll continue to offer the same great service and range they have become accustomed to. At Toy Fair we are proud to present the latest addition to our range of family favourites, Bananagrams. We shall be distributing the game from April, but Toy Fair is the most important trade show of the year and it makes sense for us to present the game to the trade at this event. Also launching at the show will be the excellent new collectible from Magic Box Toys, Super Zings, which sees everyday items brought to life to compete against their rivals. We are also very excited to have a celebrity guest on our stand – actress and puzzle enthusiast Kara Tointon will launch the Arokah puzzle game from our stand on press day. For us, Toy Fair is the industry showpiece of the year. The January timing is perfect for displaying our upcoming range for the year, but also offers us the opportunity to meet our customers face-to-face and to better understand their needs. All retailers who visit the Asmodee UK stand should be able to come away knowing what our main focus and emphasis will be for 2018 and how we can best support them in selling our products. On a more general note, I hope everyone at the show will be able to find us easily - we’ll be in our usual position, just under our new name.

Cartamundi Dan King, UK general manager Cartamundi has had a very strong year in tough retail conditions, but we have been really pleased with the response to our Fundels range, including the various awards we have won. We have a really exciting range for 2018; we will continue to build on the success of Fundels with Clock Reading, and also have some great licensed products under Incredibles 2 and Jurassic World. Our Aqua Cards range is expanding, and we have some exciting news in playing cards. We will also be unveiling Make My Game, a UK first, at London Toy Fair, as well as My Cards – visitors to our stand will be able to find out more about these innovative and exciting new platforms. I believe that Toy Fair is critical to the toy industry, and offers a real celebration of it too. We are proud to be part of the fair, and look forward to meeting any customers that we may not have had a chance to see yet, and, of course, also meeting some new ones. Our purpose at Cartamundi is to “Share the magic of playing together”. At Toy Fair, I want to ensure that both retailers and suppliers gain a full understanding of what we can offer, from fantastic consumer products to our games manufacturing services.

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HONG KONG SHOWROOM Regal Kowloon Hotel Suite Number 419 05-01-18 to 10-01-18

LONDON TOY FAIR Olympia The Grand Hall Stand E79

INTERNATIONAL TOY FAIR Nuremberg, Germany Hall 12 Stand B-03-02


Toy Fair 2018 Brainstorm Nick Saunders, sales director

Jumbo Games Steven Russell, senior marketing executive We’ve had an incredibly strong past year across our adult puzzles and accessories, with double-digit growth in the Adult Puzzle category from our own brands; Wasgij, Falcon de luxe, Premium Puzzle Collection and Portapuzzle Accessories. We’re expecting to continue this growth throughout 2018 as the popularity of jigsaw puzzles continues to increase within the adult market. At Toy Fair we will be showcasing over 65 new adult puzzles that we are launching for spring/ summer, and will have a selection of our autumn/winter releases on the stand to give visitors a first look at what’s to come. For spring/summer, we have six new Wasgij puzzles, seven new Jan van Haasteren puzzles, 24 new Falcon de luxe puzzles, 28 new Premium Puzzle Collection puzzles, and a few more surprises that visitors can check out at Toy Fair. We have already received a lot of interest from buyers regarding our recently announced range of officially licensed Peter Rabbit puzzles, so we will be showcasing this at the show too. At the start of 2017 we introduced over 150 new Goula wooden puzzles, games and toys into our children’s portfolio, and this year we are adding a further 20 new products including puzzles, construction and ability toys, My First games and educational material, all of which are available to check out at the show. Toy Fair is a hugely important event for us because it’s one of the rare occasions when we get to spend quality time with existing and new buyers, licensors, consumer & trade media contacts, plus others. It’s the face-to-face time that we get with people that makes Toy Fair the must-exhibit event of the year. It’s also a great opportunity for presenting our full range of new and existing products across our Adult and Children’s portfolios. If, by the end of the three days, we have presented our new products and plan for the year ahead to all our scheduled appointments, and had plenty of walk on appointments from new and existing contacts, then we will have had a fantastic show. We will also be looking to boost further growth across our Adult Puzzles & Accessories, as well as our new children’s puzzles and wooden products.

Last year was certainly a year to celebrate, with record sales and two new toy testers in waiting following the births of Oscar and Maisie… Samantha and Leanne, please come back to work soon! At Toy Fair we will be launching our new collectible Whacky Shots range and fantastic new StikBot lines that we are very excited about. In fact, we will have a larger than life StikBot visiting our stand at the show; people should come along for a photo and a hug. Visitors will also be able to see range extensions from our popular STEM brands Brainstorm Toys and The Original Glowstars Company. We exhibit at Toy Fair because it’s an essential platform for showcasing our new products. But most of all it’s just so enjoyable to see all our customers, sales agents and friends in the trade - we always have a good laugh. By the end of the three days I am hoping that I won’t have lost my voice, but a huge file full of orders and selections would be nice too.

Engino Costas Sisamos, founder Last year was Engino’s most successful year to date. Not only have we increased our worldwide presence dramatically, with us now exporting to over 30 countries worldwide, but in the UK we have seen our business almost double through both independent and national retailers. In 2017 we introduced Qboidz, our pre-school construction line, which exceeded all our expectations with its performance and feedback. This year we will introduce new additions across the Qboidz, Inventor and Discovering Stem ranges. As an official licensee of JCB, 2018 will also see the introduction of our JCB Construction Range, with four new sets available. Toy Fair is the premier event for us to showcase our complete range, especially when it comes to buyers with whom we may not currently have a regular business relationship. The fair also provides our sales team with an opportunity to show the complete Engino line, and give hands on experience to buyers, so that they can see and feel the uniqueness of the product. By the end of the show we will have increased the profile of Engino further in the UK to the trade, having shown visitors the support we provide, both in-store and through social media. Visitors will also be able to see first-hand our TV commercials and our YouTube demonstration videos.

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HONG KONG SHOWROOM Regal Kowloon Hotel Suite Number 419 05-01-18 to 10-01-18

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LONDON TOY FAIR Olympia The Grand Hall Stand E79

INTERNATIONAL TOY FAIR Nuremberg, Germany Hall 12 Stand B-03-02


Wilton Bradbury

Wilton Bradley has the X Factor Toy World spoke to Wilton Bradley’s marketing manager Tom Ellyat about the company’s plans for 2018.

Bradley is a major strength; a balance of ambitious people with a variety of experience has helped us to create a great work ethic and culture. We have a determined, vibrant, energetic team who work positively together. There is an eagerness to develop new and better products. We are also quite agile and have the ability to move products to market quickly.

How has 2017 been from a trading perspective in the UK? 2017 has been an excellent year at Wilton Bradley. From a trading perspective we have seen a significant uplift in sales. There has been growth across our toy, leisure and sports categories, which is very pleasing. We launched two new brands that had been a year in development: Monster Smash Ups and Mi-Mic, which have both performed strongly. We also launched two new licensed ranges – Great British Sewing Bee and VW. Our new products have been well received and we look forward to building on this success in 2018.

What do you see as the main strengths of the company and its product ranges? The team of people we have here at Wilton

What new product introductions for 2018 are you most excited about? We have signed a new deal with Fremantle Media for The X Factor across a number of categories, including karaoke microphones, machines, headphones, and speakers. Based on the success of the Mi-Mic, we are particularly excited to bring this range to market. We have also developed a new Monster Smash Ups character and made some great improvements to the functions of this range of remote control trucks. Our electric ride on category goes from strength to strength, with new exclusive licensed models being added into the range for 2018.

Given the ongoing popularity of crazes, do you think that the YoYo is ripe for a comeback? In 1998 and again in 2010, nearly four million yoyos were sold in the UK. That's one for every three children in the UK. Yoyo crazes tend to come around in regular cycles, and the stars – together with our

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marketing plan - are lining up a big peak next year. Chris Evans recently ran a feature about yoyos on his radio show, while a viral social media video featuring a YoYoFactory superstar clocked up nearly two million views. So, we’re seeing some early signs for the craze making a comeback and our sales are picking up, with demand starting to increase to levels not seen for many years. As the exclusive UK distributor for YoYoFactory, we are well place to fulfil demand for a yoyo craze if it does take off, but equally there’s plenty of evergreen sales in this category as well.

You have a very strong wheeled range, incorporating electric rideons and Xootz scooters – what are the advantages for retailers of working with you in this category? What many retailers don’t realise about Wilton Bradley is how flexible our buying options are. From FOB sales through our Hong Kong Company or direct container, without the worry of managing shipping and customs clearance, to domestic supply from our 100,000 sq ft UK warehouse or direct despatch direct to the consumer, we are able to offer our customers a method of supply which best suits their business. We have developed strong relationships with a selection of wheeled toy factories over a number of years; it is a category that we have put a lot of effort into, and we are continually improving our offering.

What are your aims for 2018 and beyond? We aim to continue the growth that we have seen this year and continue to develop quality, competitive products. We want to focus on our brands and build them further. There is also a significant opportunity for us to internationalise the business. We have signed a number of new licensed deals this year, so we aim to make these a success and develop long-term partnerships with our licensors.

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HONG KONG SHOWROOM Regal Kowloon Hotel Suite Number 419 05-01-18 to 10-01-18

LONDON TOY FAIR Olympia The Grand Hall Stand E79

INTERNATIONAL TOY FAIR Nuremberg, Germany Hall 12 Stand B-03-02



Boom time at IMC Toys Toy World spoke to Fredrik Wolff, managing director at IMC Toys, to find how he feels about his new role, the changes the company saw in 2017, and what this year holds in terms of expansion and development. You have some big shoes to fill – are you relishing the opportunity to take the company forward? Of course! We have a great base to start from and the new team is ambitious, keen, and determined to make a positive difference. We will continue the great legacy that IMC has already built, and we are establishing plans to build an even stronger company going forward. From a marketing perspective, we will focus on building strong brands for the long term, which will be supported with heavyweight investment across a broader marketing mix to ensure we are reaching our consumers effectively. We will also focus on in-store presentation, and on growing our distribution with existing and new retailers.

2017 was a year of huge change for IMC – can you tell us about the new management team and the structure of the UK operation moving forward? Last year saw significant changes for IMC, with an entirely new management team following the retirement of Terry Crew as MD plus the departure of a few other people. Terry, along with the entire IMC UK team, has done a terrific job of establishing IMC as a key player in the UK toy market. We have now appointed a new management team including a managing director, sales director, and head of marketing, and we are all looking forward to building the next successful chapter. I am bringing experience through my previous roles at Tomy and FMCG companies like Procter & Gamble and Reckitt & Benckiser. Stewart Middleton joins from Jumbo as sales director following many years’ experience within the toy industry, and Julie Ball joins as head of marketing following 15 years at Mattel and two years as an independent marketing & licensing consultant within the toy industry. IMC is structuring for future growth through increasing its headcount in both our sales and marketing teams, in order to become more customer centric and even more sophisticated from a marketing point of view.

What do you see as the main strengths of the company and its product ranges? Our key strength is the ability to create and launch innovative new products, supported by strong marketing investment. We are building our business on four core pillars; Dolls, Feature Plush, Games and Licences. Within our Doll portfolio, Baby Wow, Cry Babies and Bloopies have all gained an incredibly strong position in the UK market which we will further strengthen this year through new product extension and the launch of a new sub-brand. Within Feature Plush our Club Petz portfolio will relaunch with innovative new products alongside a fresh longterm strategic direction. Our Playfun Games brand continues to grow, and 2018 will see the introduction of some fantastic new games developed by our team in Spain. Our licence portfolio is of continued importance to us, as we work with many of the key brand owners in the UK. Our master toy partnership with Disney on Mickey and Roadster Racers continues to be a key focus, and we believe 2018 will be a strong year for this licence as new content is released, heavily supported by Disney. We are launching strong new products this year, and on top of that we will celebrate the 90th anniversary of Mickey Mouse. There is a lot to look forward to.

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How was 2017 from a trading perspective in the UK? Despite the transitional year, we have performed well and continue to grow our business in the UK, although not necessarily at the aggressive pace we would like. We are growing through great product innovation, expanded distribution and more consumers who are discovering the play value our products offer. The tough economic backdrop is challenging, but with strong product, a great marketing plan and the right pricing, we believe we will be able to succeed in this competitive market, despite hesitant consumer confidence.

What have been your stand-out products this year? Cry Babies continues to be an incredible success, both in the UK and across Europe. Our Cry Babies range was joined by Cry Babies Katie in late 2017, which is performing very well. Our range of dolls has been further strengthened by the launch of the bath doll Bloopies - the success of this range took us by surprise, and stocks sold through very quickly. Stocks have now been replenished, and at a £14.99 RRP we expect this item to perform well all year round. Baby Wow is also driving growth for us; Emma, the latest edition, has been a great addition to the range alongside our already successful Charlie. We are also enjoying the positive feedback on our new action game Boom Ball. Strong TV placements supported by extensive TVRs are proving to be a great formula for our games portfolio.

Which retail channels have performed well for you? We are actually performing well across channels. Grocery is proving very strong for us as we are getting increasing support both on our dolls and licensed range, and toy specialists continue to be vital for our business. Online is also seeing positive developments.



What new product introductions for 2018 are you most excited about? We are excited to show our new range at the Hong Kong, London and Nuremberg Toy Fairs. You never can know for sure in this industry, but we believe we are introducing some definite winners this year. We are launching a new collectibles segment within Cry Babies, which is the first phase of a long term brand development plan. We are also introducing some baby boys into our dolls range with new collection called Baby Wee – I think the name gives away what these three boys are about. There is also a new sibling in our Baby Wow range. Based on this year’s success, we will be carrying Boom Ball forward and we will launch three new games. I am particularly excited about our upcoming lie detector game, which will undoubtedly cause plenty of laughter. We also have an exciting new launch within our Club Petz range which represents our latest innovation – a bewitched cat with magical powers.

What marketing initiatives do you have planned to support the new launches? IMC is known for exceptionally strong marketing campaigns and this will not change in 2018. We will continue to support all our major launches with heavyweight TV campaigns, although in 2018 our campaigns will be strengthened by digital and social media, in addition to PR through our newly appointed PR agency.

Which new licensed properties will you be adding to the portfolio next year? Mickey and the Roadster Racers is a key property for us in the coming years, and as the property accelerates we will continue to support the range across a variety of categories. This year we will focus on low to mid-price points across our figures and playsets segments, along with some innovative new introductions in remote control and special feature plush. We will also

continue to offer a strong licensed portfolio across many successful properties, and in 2018 we are excited to be launching new products within PJ Masks and Ben 10.

What are your aims for 2018 and beyond? This will be the first year the new team will put its proper mark on the business. We will work to gain the trust and support of our retail partners to successfully launch our new initiatives and deliver positive results for all customers. We are confident that our new products, strong brands and even smarter marketing plan will have a positive impact. We have very aggressive future plans and are aiming to grow significantly in 2018 - which might sound crazy considering current market conditions - but we are confident it is achievable. We have a long term ambitions of establishing ourselves within the top 10-15 toy manufacturers in the UK so we have everything to play for, and we are very excited about the future.

IMC Toys 01904 720 908 Stand E129 IMC Toys is planning to grow in 2018 through a combination of new product launches, increased retail distribution, and implementation of a new marketing strategy. The focus will be on building successful long term brands supported with heavyweight media investment across a much broader marketing mix. In 2018, campaigns will be strengthened by the introduction of animated content for key brands, along with digital and social media, as well as intensive PR. In store execution will also be a focus, to ensure marketing effectively reaches target consumers. 2018 will see new launches across the entire IMC portfolio, which is based on four core pillars: Dolls, Feature Plush, Games, and Licences. For dolls, Cry Babies continues to perform extremely well in UK and is up 194% (YTD Oct 2017). Cry Babies Katie launched in Q4 2017 and was an instant success through delivering strong rate of sale. Q2 2018 will see the launch of a new wave of Cry Babies to expand the range. Furthermore, IMC will be launching a new segment of collectible Cry Babies which is the first phase of a long term brand development that will include animated content and intensive marketing. Bloopies will strengthen further in 2018 as new stock reaches the UK to meet the unprecedented demand. The Baby Wow brand saw huge success in 2017 with sales up 50% (YTD Oct 2017). In 2018, a new sibling will be introduced to the range. Charlie learnt to crawl, Emma learnt to talk, and the new arrival will learn how to walk. Children will be able to interact with the baby doll through voice commands and teach them how to develop. IMC will also introduce a range of thirsty baby boys under a new brand called Baby Wee. For feature plush, the company’s Club Petz portfolio will be refreshed in 2018 with a new consistent packaging approach and style guide. The long term strategic brand direction will focus on innovation, content, and brand-based marketing activations. New launches for 2018 include Bowie the excitable puppy, Betsy the adorable rabbit, and Mystery Mao, an innovative mystical cat. Also available will be Pee Wee – a musical but clumsy penguin. For games, Boom Ball will continue for 2018 following its hugely successful launch in 2017, under the IMC brand Play Fun. This game has been showcased on many influencer websites and has generated strong demand and sell through. Heavyweight marketing will continue in 2018 as a core item within the portfolio. IMC will also launch three new games for autumn/winter 2018 under its Play Fun brand. This includes a lie detector game targeted at the whole family that is sure to cause lots of laughter. Plumber Clash is a children’s action game with the objective of racing your opponent to avoid getting wet. The final launch for next year will be Chrono Bomb Night Vision, a new glow in the dark version of the original game where you race to diffuse the bomb. The entire IMC games portfolio will be supported with strong media investment for autumn/winter 2018. For licences, IMC’s strong partnership with Disney will continue through its master toy licence on Mickey and the Roadster Racers which remains a key priority. As new content is released and the property accelerates, there will be several new product launches across a variety of categories. In 2018, the strategy will focus on low to mid price points across vehicles and playsets, with some innovative new introductions in remote control and special feature plush. In addition, IMC Toys will celebrate Mickeys 90th anniversary in autumn/winter 2018. IMC will continue to support a very strong licensed portfolio in 2018 through partnering with many of the key brand owners in the UK. New brand launches for 2018 include items featuring PJ Masks and Ben 10.

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NEW FOR 2018

Come and see the new and exciting range for 2018!

London Toy Fair – Stand D109, Grand Hall TACTIC GAMES UK


Phone: 01483 332070 / 332071



Toy Fair 2018

A.B.Gee of Ripley Accentuate Games Arckit Asmodee UK AugmentifyIt Bandai Bertoy Big Potato Bladez Toyz Brainstorm Bruder Cartamundi Casdon Character Options Cheatwell Games Clementoni Click Distribution Cobi Toys David Westnedge DKL Marketing DGL Group Dracco Easy Read Time Teacher Eduk8 Worldwide Engino Epoch-Making Toys Fiesta Crafts Funko Funrise Galt Toys Geomag

Editorial Index

204 224 240 150 216 192 246 190 172 140 184 216 238 134 208 226 208 160 230 180 202 198 228 182 232 218 194 214 206 168 164

Golden Bear GP Flair Green Board Games Green Elephant H. Grossman Hasbro Headu Halilit Hape/Marbel IMC Toys Inside Out Toys Interplay Jazwares John Adams Jumbo Games Juratoys Keycraft Kidicraft Kids@Play K'Nex Leapfrog Learning Resources Make It Real Magformers Magic Box Toys Max Mind Power Marvin's Magic Melissa & Doug Milly&Flynn MiniMaster Sports Mookie Toys

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162 148 230 180 168 198 192 184 164 132 210 144 206 210 224 166 176 212 136 160 136 186 248 246 174 162 232 248 212 174 238

MV Sports Orchard Toys Paul Lamond Playmobil Posh Paws Rainbow Designs Ravensburger Re:creation Sambro Schleich Siku Simba Smoby Sinco Creations Skip Hop SJD Games Smart Toys & Games Snazaroo Spin Master Tactic Games Thames & Komos The Irish Fairy Door TKC Sales Tobar Tomy Trefl Trends UK University Games Vivid Imaginations VTech Wilton Bradley Winning Moves

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Toy Fair 2018

Character Options 01616 339 800 Stand E119 Character Options has an action-packed portfolio plus an abundance of creative lines for Toy Fair 2018. As one of the greatest video game franchises in the world, Character is delighted to be unveiling its debut Pokémon master toy line from summer 2018. With a new toy line-up and regular waves of new product being launched to the marketplace, the range ensures retailers always have something new on shelf. Overall the new range will introduce 70% more product across Figures, Plush, and Role-Play categories. The toy range aims to translate the constant innovation and excitement seen in the Pokémon brand into the toys. Figures continue to be central to the Pokémon toy range but for the first time ever, each Pokémon figurine will be to scale, with small Pokémon only available in 2.5” size and larger legendary figures only at the 12” scale. There will be four size categories in total, each staying true to character scale: 2”, 3”, 4.5” and 12”. Also unique to the new range is the level of figure articulation available; with 3” and 4.5” figures featuring a unique DAPS (Dynamic Action Posing System) which allows figures to hold different battle poses, and the 4.5” and 12” figures featuring a special range of motion Feature Articulation demonstrating launching, gripping, and rolling actions. Plush is on offer, from pocket money Clippies, soft Poké Balls, and plush characters right through to a Pikachu feature plush and super 18” life size super-soft and cuddly Pikachu. A choice of fun role-play items will allow kids to act out the Pokémon gameplay for themselves, whether it’s launching Pikachu and friends from a Toss ‘n’ Pop Poké Ball or wearing their Poké Balls (complete with 2” figurine) with pride on the belt of their Clip ‘n’ Go Poké Ball Set. The action-packed Laser X brand will continue into 2018 with blasters that fire longer and stronger than ever before. The Laser X Double Pack was the sell-out Dream Toy of 2017 and will be added to with the Laser X Long Range Blaster, which fires infra-red beams from 100 metres away. This blaster has a super-fast reload function that allows for 25 rapid fire infra-red blasts. Also new from Laser X and ideal for solo or head-to-head play is the Laser X Battling Tower. With a range of 35 metres, the Battling Tower features eight different game play functions and two in-battle play functions, including a repeater blast and point multiplier for the ultimate battle challenge. All items in the range are compatible with each other and can be played both indoors and out. Poopeez are collectible characters that come with more than a little toilet trouble. Series 1’s 36 characters include Skid Mark, Potty Pooper, and Turdle and are rolled out in 2-pack Toilet Roll dispensers which must be carefully unravelled to discover the figures inside. Playsets such as the Toilet Launcher and Port-a-Potty collector’s pack are also available. Stretch Armstrong will continue to have a stronghold on the action figure market with two new launches in the pipeline for spring. Another villain will be revealed with the launch of the transparent baddie, Stretch X-Ray. The classic stretchy play pattern paired with his visible skeleton and guts will both horrify and entertain kids. Also joining the range is the miniature 8-inch Vac-Man; this new version of the classic villain may be mini but still packs a punch when he’s mutates into a rigid monster. The world of Minecraft will be expanded with new figures and accessories throughout the year, and there will be a relaunch of RC Pocket Racers in 2018. In creative play, kids will be welcomed to the world of the ORB Molecules. This atom and electron inspired compound lets imaginations flourish. Each kit contains thousands of pieces that gel together in a colourful creative substance that never dries out, and will hold the shape it’s melded into until the maker is ready to recreate. Kits are available with different themes and colourways such as Caticorn and Dragasaur, but with the ability to reshape and remould at will, the themes are mere suggestions and the possibilities are limitless. Orbeez, a brand that has been made famous on YouTube, enjoys success year in year out and 2018 will be no exception with the introduction of the new Hand Spa and collectible Wowzer Surprise collectible characters. Meanwhile Oonies, which was introduced for autumn 2017, will move on to even bigger and better things with the appearance of new Oober Oonies. There will be more to discover from Little Live Pets and a new collectible, all on display for visitors to the Character Options stand.

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Toy Fair 2018

Leapfrog 01895 202 840 Stand Gallery 500 LeapFrog, the leader in innovative developmental solutions for children, will be returning to London Toy Fair this year to showcase its biggest toy launch yet. The company will be presenting 29 new products at the event, including four new role play products to sit alongside the popular Scoop & Learn Ice Cream Cart in the LeapFrog Role Play Range. A brand new LeapStart with an engaging new innovation will also be unveiled. In addition, LeapFrog will be entering a whole new category, aiming to grow it by adding in best-in-class curriculum through engaging electronic content. Five of these new products will be available for spring/summer. The LeapFrog Rainbow Lights Ladybird is an imaginative way for kids to learn colours, letters and more. Children can press Ladybird’s antenna and watch a light show as colours spin and flash to the sounds and music. When the colours change, Ladybird pretends to be a variety of things including a red fire engine, the blue ocean or a yellow spaceship. Ladybird also talks about how the colours make her feel, whilst the ABC button triggers a song that teaches letter names and sounds to help develop language skills. Children can roll also Ladybird around for another way to activate the colours, music, sounds and phrases. Babies can get to work mixing colours with the LeapFrog Popping Colour Mixer Truck. When they drop one of the colourful balls into the construction truck the mixer will light-up to match the colour of the ball. Babies can then add another ball and press the lever to watch the balls tumble around and “mix” together, changing the colour of the mixer, to learn how new colours are created. Buttons on the side of the truck teach colours, shapes and numbers. Babies can use them to answer questions that the truck asks in work mode, or add construction sounds to the songs in music mode. The balls can be stored inside the mixer, or babies can open the door to watch them tumble out. Tad’s Fridge Phonics introduces children to the letters of the alphabet and the sounds they make, plus helps build vocabulary and exercises fine motor skills. Kids can place one of the 26 musical letter tiles into the letter slot and press down for three modes of play that reinforce letter names, phonics and word skills. Three frames can be customised with their own photos and images, for a unique, personalised play experience. With its magnetic base, it’s ideal for fridge play in the kitchen. Parents can snuggle up with their little one as they read the Hug & Learn Bears Book. This interactive book introduces early language skills to pre-readers. The sixpage story teaches numbers, shapes and colours, and kids can listen to music and sounds as the pages are turned. Pressing the four light-up faces will activate phrases from each bear. Kids can enjoy lights and music while developing fine motor skills by turning the pages, sliding the heart and twisting the butterfly, plus they can make Brother Bear giggle at the end of the book by tickling him. Finally, toddlers can read about Dino's day while learning the alphabet in the Dino's Delightful Day Book. Letters and words are woven into the story in alphabetical order, along with phonetic sounds to introduce ABCs to little ones through a charming tale. Toddlers can flip through the 16 interactive pages to hear the story read aloud, or enjoy musical play by jamming to a melody with sounds and musical notes. Pressing the light-up button will activate letter names, letter sounds and words from the story, and number buttons along Dino’s back introduce counting and recognising numbers from one to ten. This complete story with beginning, middle and end exposes children to early reading skills.

Kids@Play 07796 175 764 Stand Gallery 180 It was announced in December that Kids@play had transferred ownership of the business from Malcolm Evans to Nathaniel Southworth. Malcolm Evans, founder of the company, will work full time with Nathaniel Southworth, director of Added Smile, during this year in order to affect a comprehensive handover of the day to day running of the business before assuming the position of chairman. Kids@Play is a specialist in wheeled and ride-on toys, and will be presenting its latest ranges at Toy Fair. Also on display at the Kids@Play stand will be the Cognitoys product range, including the Cognitoys Dino. Developed by Elemental Path through a Kickstarter project in 2015, the toy utilises IBM Watson and speech recognition software to deliver engaging conversations with children. Likened to a Siri or Alexa for children, parents connect the toy to a home Wi-Fi network, and through the app, provide their child’s name, birth date, and bed time. The child gives their dinosaur a name, and the interaction begins. The dinosaur answers questions, tells jokes, sings songs, tells stories, and parents can monitor the engagement through a parent portal.

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Toy Fair 2018

Tomy 01271 336 155 Stand Gallery 520 Tomy is working towards another year building its portfolio of global licences and heritage brands to suit all ages and categories. Tomy will expand popular collections including toddler toys from Tomy Toomies, arts & crafts from Aquadoodle, plush from Molang, and classic models with heritage from Britains. Tomy will also use Toy Fair as a platform to launch a number of new ranges. Following an extensive re-brand, successful national retailer playdates with Smyths Toys Superstores and product launches in 2017, the Tomy Toomies bath & toy range shows no signs of slowing in 2018. Tomy Toomies will follow the success of hero products Hide & Squeak Eggs and Foam Cone Factory with a new collection of character-led products to drive growth in both categories. Each toy features quirky characters and hidden surprises, specially designed to celebrate the joy of play, whilst encouraging shared playtime between children and parents. Aquadoodle continues as market leader in the mechanical design category. The range is to see product development this year as it explores new creativity options for pre-schoolers. The range is set to be amplified with a strategic communications plan combining TV, merchandising, partnerships and digital advertising. Europe’s oldest specialists in creating in scale farm models and accessories, Britains is releasing fifteen new models from popular manufacturers including JCB, Land Rover, NC, New Holland, Keenan, Kane and more. Johnny Tractor from the John Deere collection will remain popular for pre-schoolers, with friendly characters for children aged 18 months plus. Hero items include Build-a-Johnny Tractor and Learn and Pop Johnny Tractor, both of which help little-ones develop their colour matching, numbers and shapes skills. As a top five manufacturer in the children’s games category, Tomy Games creates products suitable for all the family. Recognised for its games Pop-Up Pirate and Greedy Granny, Tomy will present a number of new additions which are ideal for families looking to spend some quality time together. Lamaze will expand its popular line of premium gifting toys with exciting new developmental led products, offering the right toy at the right time for babies and their parents. Looking to licences, Molang from Millimages will grow its collection. With the addition of a basic core figure assortment, playsets and even more soft plush characters, there’s something for pre-school fans and fashion forward teen girls alike. Each product reflects a scene from the popular TV show, and allows fans to relive episodes whilst encouraging collectibility between friends. Kazoops from Cheeky Little Media and Centa IP Agency will expand with its first line of vehicle and assortment of figures featuring favourite characters from the popular CBeebies series - Monty, Jimmy Jones as well as several imaginary friends. Visitors to Toy Fair can also expect to see a preview of new brands which are expected to take Tomy into new territories. Visitors will also be able to experience lines such as, Sonic and Monster Treads.

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Toy Fair Stand Number: E109

Toy Fair 2018

Brainstorm 01200 445 113 Stand E79 Brainstorm has an array of new products launching at London Toy Fair, with additions to the Brainstorm Toys range as well as new distribution lines. The new T-Rex Buzz Wire challenges players to hold their nerve and keep a steady hand in this tense game. The 2-in-1 game requires players to guide the metal handle around the wire without touching the T-Rex – if they do, the T-Rex will roar into action. The game features two skill levels, and is an ideal addition to any dinosaur fan’s collection. Brainstorm Toy’s RC Solar System is one of the company’s most popular products, and this year will see the launch of another product designed to bring the wonders of the solar system into homes. Ideal for future astronomers, My Desktop Solar System illustrates the relative positions and size of the planets. This miniature version can sit on a child’s desk top, and includes a secret code to unlock fascinating online facts about the solar system. Children can be inspired to save money with the new Spin Bank, a money bank with a STEM twist. Spin Bank works with all sterling and Euro coins. As each coin is placed into the Spin Bank it is spun on a pedestal. The product offers an insight into physics – children can learn why the coins spin, and what makes them do so. This product includes a detachable base for easy coin removal. Whacky Shots will launch at London Toy Fair, a range that combines trading cards and action into one toy. Brainstorm believes this product is set to be one of the biggest craze toys of 2018. Kids can pick their team, before stretching and launching their Whacky Shot in a battle for power. This new action toy includes cards to trade or play. Kids can challenge their opponent, then use the launcher to aim their Whacky Shot at their card. The Power Wheel shows players whether their element is the winner. Rare glow-in-the-dark Whacky Shots offer extra atomic power and improve teams. There are 60 Whacky Shots to collect in Series 1. StikBots remain popular with kids both on and offline. With nearly 300m views on YouTube, the StikBot Central YouTube Channel continues to drive the brand’s popularity, and the StikBot figures are continuing as successful collectibles. This year will see the introduction of two new movie sets, Farm and Space, as well as new StikBot pets appearing throughout the year – kids should watch out for the Safari animals including lion, elephant, hippo and rhino. Furthermore, in the year that sees the latest instalment in the Jurassic Park franchise hitting screens, the new Dinosaur StikBots, available in two sizes, should prove popular with fans. Games were a success for Brainstorm in 2017, and Troll Mania is set to be as popular as Igloo Mania, which featured on ITV’s This Morning in late 2017. In Troll Mania, players have to get their goats over the bridge before the troll pulls all the bricks out. But they should watch out, as the bricks can come away from under their feet - and it’s a long way down with a swim back to shore. If none of the goats can get across the bridge, then the troll wins. Kids can get outdoors with the Outdoor Adventure Magnifier. Featuring three lenses with varying magnifications (2x, 3x, 4x), this handheld magnifying glass is ideal for on-the-go exploration, allowing little adventurers to see the world in close-up detail. Brainstorm is renowned for its themed Torch & Projectors range, and 2018 will see the addition of a Super Cars Torch & Projector to the collection. The hand-held product projects 24 super car images up to one metre wide onto walls and ceilings. When kids aren’t imagining their future car, the projector also doubles as a handy torch. Also available is the pocket-sized Fairy Tale Projector & Nightlight, which projects 24 full-colour fairy tale images onto walls and ceilings, but also doubles as a soothing night light. Children can enjoy pictures of unicorns, wizards and castles, then switch to nightlight mode with a 15-minute battery saving cut-off. The projector can also be removed from its stand and used as a torch. For animal lovers there is the Animal Tale Projector & Nightlight too, featuring images of everyone’s favourite creatures. Brand new products have also been added to The Original Glow Stars Company range. The market-leading, glow-in-the-dark stickers are now available in Glow Stars and Dinosaurs, bringing a Jurassic adventure into kid’s rooms. Dinosaur fans can create a prehistoric light show on their ceiling with 35 plastic stars and eight colourful card dinosaurs. Glow Stars and Fairies are also available, complementing other Glow lines and allowing kids to create their own glowing scenes in their bedroom.

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01420 593 593 Toy Fair Stand Number: E109

Toy Fair 2018

Sinco Creations 0161 737 7464 Stand Gallery 162 Sinco enjoyed a successful 2017, kicking the year off by partnering with Disney to launch a range of high quality seasonal plush. The first ranges, which were launched in July, include Mickey Mouse, Minnie Mouse, and Winnie-the-Pooh, available in a medium size, measuring approx. 18", and a large size, measuring approx. 25". Each soft toy is themed with a festive hat for a Christmas feel. The sales for this range have been strong, and the positive reception from retailers and consumers has paved the way to showcase next year’s range. At Toy Fair, Sinco will be presenting its new Disney sentimental plush range, which will consist of small, medium and large Mickey Mouse and Minnie Mouse plush in special outfits. In addition to this, visitors should look out for the new special edition Mickey Mouse which has been created to celebrate the 90th Anniversary of the iconic character. In November 2017, Sinco announced that it has been appointed the official master toy licensee of Shaun the Sheep and Timmy Time. The new range is due for a soft launch in autumn/winter 2018 with two plush ranges in various sizes, together with an advent calendar. This will be followed in 2019 with a full rollout, which will see the full range of products hit shelves in time for the worldwide theatrical release of Shaun the Sheep Movie 2 in April that same year. The first of the Sinco Shaun the Sheep and Timmy Time products will be high quality plush products available in sizes small, medium and large. In addition to these, the company will also be offering the Shaun the Sheep advent calendar, which comes complete with 12 figurines to collect and various surprises. Product ranges will also include plastic figurine sets, plush, games & puzzles, arts & crafts, tableware and RC vehicles. Since the launch of Sinco Creations in 2016 the company has gone from strength to strength. Through Sinco’s strong strategic marketing plan and the partners the company is already working with, Sinco is being presented with new opportunities which the company believes will see it develop into an even stronger player in the toy industry. Sinco boasts a strong and passionate team with in-depth knowledge of the industry, and comprehensive marketing plans are in place to drive strong sales. With the support of its sister company, Sinco has a solid infrastructure in place. This includes a 300,000 square foot warehouse facility in Knowsley, which fully equips the company to handle its customer’s needs. Sinco Creations will be opening its new showroom in Knowsley at the beginning of 2018. Interested parties can call or email to make an appointment to visit the showroom and view the new ranges for 2018 and 2019. Visitors to the Sinco Creations stand at Toy Fair will have the opportunity to win an exclusive competition prize. Visitors can simply drop their business card into a prize draw pot, and four lucky winners will win an exclusive studio tour at Aardman in Bristol. The winners will be able to meet the talented production team and participate in a model making session with an Aardman model maker, as well as having the opportunity to gain special access and a look behind the scenes of the filming of the much-anticipated Shaun the Sheep Movie 2.

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Visit us in the Gallery Stand 501

Toy Fair 2018

Interplay 01628 488 944 Stand G10 The Magical Fairy Light Garden launch, Fab Lab festival excitement, collectible Mermaid Charm Shells, and a unique My Living World Window Bird Feeder will be unveiled at Toy Fair 2018. Interplay is introducing new products into the best-selling My Fairy Garden range. The evergreen brand will be supported by an enhanced marketing programme designed to build awareness, loyalty and depth of purchase. A strong retail presence will be underpinned with TV advertising and year-long PR activity. The new hero item, Fairy Light Garden, is the ultimate fairy home offering great play value with enchanting light and sound features, as well as secret spaces and cute animal play pieces. A new Fairy Picnic Basket enables kids to bring their magical fairies with them, enjoying a tea party on playdates, in the garden, or around the house. The best-selling My Fairy Garden set will also be refreshed with a new look and accessories, and a new range of collectible fairies will be available to complement the sets. Every girl can look spectacular for festivals with the new Fab Lab Festival Face Tattoo set from Interplay, including sparkling and colourful glitter tattoos which are applied and removed with ease. Every pack comes with over 10 intricate and glamorous designs that can be customised for an individual look. Supported with influencer activity, YouTube channel, TV Sponsorships, PR, brand ambassador campaigns and social media activity, the Fab Lab will be looking forward to a busy 2018 securing lots of followers, excitement, and sell-through for the brand. Mermaids continue to be a huge trend and a popular play pattern. Interplay is launching the creative new Mermaid Charm Shells 18 set into the My Mermaid Lagoon range. Pocket-Size, the Mermaid Charm Shells are the home of a mermaid. Three to collect, each also comes with beads, a beautiful sea creature metal charm and a key to create a stunning bracelet. Keep the mermaid and special treasures safe by locking the oyster shell with the key on the bracelet. The launch will be supported with TV, PR, and social media activity, building awareness from the start of the year. Designed by experts, the award-winning My Living World range enables kids to study animals, insects and flora in close-up detail, supporting STEM learning and exploration of the natural world. Interplay will be introducing a unique new Window Bird Feeder into the range for 2018. Featuring a unique one-way mirror design, it enables kids of all ages to study elusive and beautiful birds up close without disturbing them. Children can simply attach the Window Bird Feeder to any window with strong suction cups and the birds will soon visit to eat. The birds are visible though the mirror, so children can observe them feeding. My Living World will be promoted in 2018 with pro-active PR and digital activities to increase consumer brand awareness and appeal. A YouTube Channel featuring teacher testimonials, product reviews, unboxing, and tutorials is also in the pipeline.

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The Sales Partnership Distributors Ltd Chiltern House 45 Station Road Henley-on-Thames Oxon RG9 1AT Tel: 01491 412415 Fax: 01491 412915 Contact Name - James Triptree

Toy Fair 2018

Simba Smoby 01274 765 030 Stand E135 2018 is set to be another exciting year for Simba Smoby UK, as the company looks to build on the success of Cars 3. With new refreshes for its 1:24 scale turbo racers, the blockbuster movie Bumblebee range will hit shelves in September. Masha and The Bear, set to air on Tiny Pop in 2018, will be backed with a full marketing plan and new product release. Simba Smoby UK had great success with Cars 3 in 2017, becoming the number one RC supplier in August, and Simba’s 1:24 RC Turbo Racer McQueen was the number one best-selling RC toy in 2017. The Cars 3 range will get a refresh with a new crash racers theme for the best-selling 1:24 RC Turbo Racers hitting shelves in July. Also available is an all-new 1:16 scale feature RC McQueen that can tilt to its side and drive on two wheels. The core range of radio control cars, including Lightning McQueen and Jackson Storm will continue from the 1:32 scale, up to 1:24 scale, and end at a 1:16 feature scale. Children can continue to live out the Cars 3 story through Smoby role-play lines, including a wide range of work benches. The DIY Tool Belt includes three tools and a buildable lightning McQueen. The Mack Truck Trolley lets children fix up Lightning McQueen in a Mack themed trolley that includes tools and can be easily carried away. The V8 Driver includes a smart phone holder, with an app available to download for additional features. The first Transformers standalone movie, Bumblebee, will be supported by a range of die-cast, radio control cars, and feature mechanic. Giant Robot Warriors are 1:18 scale and feature Bumblebee and Barricade. A 1:24 scale RC Turbo Racer Bumblebee will also be available in the classic buggy form. Masha and The Bear is a global phenomenon and a YouTube sensation, ranked among the top five channels for global views. Airing on Cartoonito in the UK, Masha is growing in popularity and 2018 will see the show premier on Tiny Pop, giving the brand massive exposure to even more audiences through the ever growing free to air channel. Tiny Pop will be airing three hours of Masha content a day, weekdays and weekends. In August 2018, Season 3 will launch on Cartoonito. Simba will capitalise on the launches of free to air and Season 3 with extensive marketing plans and new product introductions. Other lines from Simba Smoby in 2018 include the popular Black & Decker work benches, ride-ons, outdoor toys, and Quinny Push chairs. The popular Steffi and Evi continue to make bold fashion statements in 2018, offering attractive retail propositions.

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Toy Fair 2018

GP Flair 020 8643 0320 Stand E39 GP Flair is ready for a stand-out year, with a host of launches and new range developments across all key categories. The collectible property, Grossery Gang, is back this spring with a bug army invasion to contend with. Whether it’s the two flushed Grosseries inside a toilet, the 4-Pack & Launcher, or the 10-Pack & Crossbow, kids will be keen to collect this entire new wave of 150 characters. The new set of Action Figures: Fungus Fries, Putrid Pizza and Dodgey Donut, is set for release in February. From autumn, the Grossery Gang will also be calling upon allies from throughout the ages in a new Time Wars theme. Toy Fair will also see the launch of the new series of Exogini, collectible alien figures with an electronic light up feature. Ahead of the Alien Shake season landing in autumn, retailers can preview everything this new collection has to offer. When shaken, the new shake sensor light up function is activated, and the more they are shaken, the greater the light intensity. When the Exoginis reach their maximum power, they will change colour. With this new feature also comes extra playability; Alien Shake battles will encourage kids to compete as they see whose Exogini can stay lit the longest. New Alien Shake playsets will also be unveiled at the show. Another Toy Fair hit is Mega Headz. Hidden inside a closed egg is the body of the character; included stickers allow kids to to customise the face, and a head accessory will complete the Mega Headz character in a pattern that can be repeated over and over again. The Single Pack has a low price point to drive collectibility, while the Triple Pack assortment offers three characters, one of which is hidden for an extra surprise. Added to this are the mini Mega Headz playsets available in assorted monster styles, and launching alongside will be the Monsters Tower, an ideal storage and play solution. Joining the Ben 10 master toy line is an assortment of articulated and detailed Alien Vehicles. Kids can enjoy a variety of features with these vehicles, such as the burning molten missiles which fire from the Heatblast Rocket Flyer. Omni Launch Battle Figures will also spark imaginations they transform into aliens mid-air, and land on their feet. Voltron is making its debut at Toy Fair with figures and role play lines fully replicating the series. Kids can collect assorted 15cm action figures or opt for the Legendary Lion figures, which combine to make a 16” Voltron. Kids can also get to grips with the Ultimate Voltron Mega Deluxe Figure which stands 14” high with sound effects, phrases, and a projectile feature. For role-play, the Defender Gear assortment has a mask and transforming sword. One of the most successful boys’ brands in Flair’s portfolio is Teenage Mutant Ninja Turtles, and this month sees the launch of Totally Turtles. Whether it’s the new Totally Turtles Squad figures or the Build n Battle Role Play weapons, this range is ideal for fans of the licence. In autumn, the company will be breaking new ground in the arts & crafts category. With Skeletown, kids can design and mould a collection of spooky 3D characters, from Gelly to Skelly. There are five Skelly families to collect and complete across a range of four SKUs, including the Glow in the Dark bones. Kids can build and grow their own Skeletown, with a variety of houses and accessories to collect across different playsets. In addition to the above, Flair will also unveil a comprehensive girls’ and pre-school portfolio. Kekilou is a new range with transformation and surprise elements; Pikmi Pops and Shopkins from Moose will also make an appearance, and Glimmies will present new play features. Also on Flair’s stand will be new offerings from the Just Play division. Vampirina and Puppy Dog Pals are new Disney Junior pre-school ranges with lines across plush, role play and figures. Plus a new series in the PJ Masks property will bring with it a must-see new collection of toys.

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Visit us at London Toy Fair Gallery 123 and Nuremberg Hall 5 B-20 / / +44 (0)2392 658259 2018


Toy Fair 2018

Asmodee UK 01420 593 593 Stand E109 Esdevium will return to Toy Fair in 2018 with a new name and a new look – and will now be known as Asmodee UK; rebranding to match the firm’s parent and sister companies around the world. What hasn’t changed is the extensive range of games, collectibles and toys, with a host of exciting new products being launched at the show. A major new addition that will be given pride of place at the show is Bananagrams. This world-renowned word game is moving to the Asmodee UK portfolio from April 2018 and is set to hit new heights as it joins a range of family games under the Asmodee umbrella, including favourites such as Dobble, Rory’s Story Cubes, and Cortex Challenge. Bananagrams will be at the front and centre of the Asmodee stand, offering opportunities to try out the hit letter-placing game. Visitors will also be able to check out other games in the Bananagrams range – Bananagrams Party and My First Bananagrams – as well as a new game from the Bananagrams team, Cobra Paw. The continuing success of the Pokémon Trading Card Game (TCG) will be celebrated in style with the release of the new Sun & Moon – Ultra Prism expansion. This set of over 150 cards is the first to spotlight the recently released Pokémon Ultra Sun and Pokémon Ultra Moon video games and introduces a new mechanic while featuring amazing Pokémon like Dusk Mane Necrozma and Dawn Wings Necrozma. As in 2017, Asmodee will once again be sponsoring the Toy Fair foyer with huge graphics and decorations themed around the Pokémon TCG, celebrating a hugely successful period for the game which shows no signs of slowing down in 2018. Another big reveal will be the launch of the ground-breaking new puzzle game, Arokah. Hailed as “a new mathematical phenomenon” by the University of Cambridge’s Prof. Imre Leader, Arokah is the ultimate multi-puzzle challenge and is set to be a brain-teasing hit with all ages. To introduce this new release, Asmodee has enlisted the help of celebrity super-fan Kara Tointon. The former EastEnders actress and Strictly Come Dancing winner will be on hand on press day to show how addictive and engaging the game is, answer questions, pose for photos or simply to play a few games of Arokah with attendees. On top of all of this, there will be a big presence from Pandemic as Asmodee kicks off the Year of the Cure, a year-round celebration of the smash-hit board game of global medical catastrophe. Visitors shouldn’t be alarmed by the staff in full Haz-Mat kit, there to highlight the range of the Pandemic family of games.

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Toy Fair 2018

Vivid Imaginations 01483 449944 Stand B70 Vivid’s Nella the Princess Knight launch range includes role-play, plush, dolls, and figures, centring around Nella as a Princess and a Knight, and, Trinket, her unicorn BFF. New launches include Trinket’s Sparkle Stable, Style Me Trinket, and Transforming Princess Knight Nella. 4-in-a Box Puzzles and Race to Polka Dot Mountain Game complete the range. The brand will be supported with four TV creatives across the year, and backed up by a comprehensive marketing plan. Series 3 of the Disney Emoji collectibles range will see neon and double sided Emojis added to the collection. New items include #MiniClouds, #Secret Box, #TheCloud, #KeyboardPack, and three seasonal themed packs; #TheScarePack, #TheIcePack, and #TheAdventCalender. Stickits combines the popularity of stickers with urban styled collectible characters. Each re-loadable sticker dispenser contains 100 kiss-cut stickers. Children can choose from Disney’s Frozen, Disney Princesses, and My Little Pony. The Best Furry Friends (BFFs) are furry fashionistas. There are 54 BFFs to collect, including furries (flocked), exotics (metallic or translucent), fluffy tails, and ultra-exotics (glitter). The range includes Mystery Packs, BFF Squad Packs, Deluxe Packs and the Bestie Doll. BFF will be launched with an extensive marketing campaign including webisodes, TV and digital. Übals are cute, micro motorised critters, and children can watch them scurry around. There are 24 different Übals to collect. Available as Blind Bags, Mama and Babies Set, and Giant Mama. Übals will be TV supported with TV and digital. Children can push, pop, and see what they’ve got, as each Pop A Lotz Surprise Pop contains secret bagged items including a cute scented 2” plush, collector stickers, foodie plush and pom poms. Squishamals are the first soft and squishy scented plush, with lots of cute characters to collect. Children can squish them up and watch them return to their normal shape. Animagic will see new branding and the introduction of two TV lines; Waggles My Wigglin’, Walkin’ Pup, is a sausage dog, who barks, has a wiggly bottom and wagging tail, and Woofles My Playful Puppy responds to his own bone accessory, children can give it a squeak and watch him react. Phlat Ball had another successful year with 500,000 units sold in 2017. The range includes the Phlat Ball Flash, Phlat Ball Neon Jnr, and a refresh of the Phlat Ball V3. New is the Mini Emoji Phlat Ball. The Phlat Ball range is supported by a heavy weight TV campaign throughout the spring/summer season. Super Wubble continues to be central to Vivid’s outdoor offering. This super soft and lightweight ball can be inflated to up to 80cm. Super Wubble is available with pump or without pump. Water Wubble are refillable water balloons for hours of splashing fun. Wubble Fulla Marbles and Wubble Fulla Slime are filled with slime or colourful marbles. Super Wubble & Water Wubble will also be TV advertised throughout the spring/summer season. The Sky Viper Drones range will be joined by the Streaming Drone with GPS. The built-in GPS improves stability for ultimate flight control. Also available are the Stunt Drone, the Streaming Drone, and Streaming Drone w/FPV. Sky Viper will be supported by a full marketing campaign throughout autumn/winter 2018. Recoil brings the first person shooter format to life. Using GPS-enabled technology creates a revolutionary type of play, allowing up to 16 players to turn any outdoor space into a live battleready arena. The Recoil Multiplayer Starter Set arms children with everything they need to get started. Additional weapons are available; RK-45 Spitfire Pistol and the SR-12 Rogue Rifle. Recoil will be supported by an innovative digital & consumer PR-led marketing plan throughout autumn/winter 2018. The Toys AndMe range is based on YouTube sensation Tiana and her Toys AndMe channel. Children can pop to unbox the Mega Pop Box containing confetti, two micro-collectibles, stickers, and more. Children can also take centre stage with Tiana’s Unboxing Studio where they can recreate famous unboxing videos or head out into the world with the Pop n Shop Car Playset. The Totally Tiana Doll is an 8-inch scale doll ready for children to style and accessorise. The Toys AndMe range will be supported with a digital-led campaign, featuring Tiana herself; plus a range of activity across multiple platforms. Pre-School colouring fun can be mess free with Crayola Color Wonder. From superheroes to princesses, kids can colour in their favourite characters mess free. New licences include Nella the Princess Knight, Rusty Rivets, and Disney’s new hit TV show, Vampirina. The Crayola Silly Scents range includes new scents and Twistables Pencils, Stinky Markers, Broad Line Markers, and Silly Scents Paint. Kids can make everything into a scented sticker with the Silly Scents Sticker Maker. The Ultimelt Pen is the safe and easy way for kids to get involved in creating crayon melting art. It can be used just like a pen but one that draws with melted wax. The wax dries in seconds and is easy to use for children. Washimals Pets are pets that can be coloured again, and again. Each Washimals Pet comes with special Crayola Marker Pens. The Crayloa range will benefit from a full marketing campaign throughout the coming year including TV and digital. Vivid’s Drumond Park division launches include new pre-school games Foxy Pants & Wally the Washer. Within Adult & Family games comes the head spinning, word spotting game, Word Bandit.

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Wilton Bradley 01626 835 400 Stand E89 Launching at London Toy Fair this year, Wilton Bradley will be showcasing products from the company’s new deal with FremantleMedia to manufacture and supply a range of karaoke microphones, machines, headphones, and speakers under licence for The X Factor in the UK. Building on the success of their award-winning range of Mi-Mic microphone speakers, the agreement will see Wilton Bradley deliver an innovative range of music products under The X Factor brand over the next three years. For 2018, its offering will include two lines: The X Factor XF1 and XF2. The XF1 a microphone speaker which has Bluetooth connectivity and enhances any singing performance. This cost effective star maker has a high spec including an echo function, speaker stand, play/pause, skip forward and back and will run for up to three hours without a charge. The XF1 is branded in the black and red X Factor logo and has flashing LED lights on the base. The X Factor XF2 is a sophisticated microphone speaker which includes voice changing modes, echo function and a micro SD/USB Charging/USB Port. The X Factor logo wraps around the speaker box on the front of the microphone, turning it into a fabulous portable karaoke machine. The existing Mi-Mic microphones will have new functionality and will continue to build on the success of 2017. Another Wilton Bradley showstopper for 2017 was its remote control range - Monster Smash Ups. 2018 sees even more smashability for the bestselling range. The existing range of three character remote control trucks is joined by a fourth character; Black Widow. The trucks have even more impact as the body of the trucks now fully explode when they hit each other or an obstacle. The driver also gets ejected from the car, creating endless fun. There is plenty of play value in rebuilding the trucks, customising them with the included stickers and building a unique track with the flags and cones. Other line extensions include a Battle Pack which comes with two trucks, four interchangeable characters and chassis. The smashing up and rebuilding play pattern has proved to be very popular with parenting bloggers, as testimonials and videos posted online from influential bloggers have really boosted the range. This was enhanced by the range winning a top prize in the Made For Mums Awards and being featured in the national press. There will be increased activity in 2018, with an even bigger mass media campaign. With over 1.6 million Facebook fans and the likes of Radio 2’s Chris Evans extolling the virtues of Yo-Yos, the classic craze is proving more popular than ever. Wilton Bradley has joined forces with YoYoFactory to act as exclusive UK distributor for its expert line of Yo-Yos. From the beginner using the TenTrick range, right up to the high grade aluminium DV888 Yo-Yo or the F.A.S.T 201 for experts, Wilton Bradley can supply the right product. For a masterclass in Yo-Yo expertise, visit the stand during Toy Fair, where a real champion will be on hand. Gentry Stein is taking Yo-Yo to the next level; as a World Champion and 2x USA National Champion, he provides inspiration and leadership to the next generation of players. The YoYoFactory team will be present to make a world record attempt and to demonstrate jaw dropping Yo-Yo skills. Skills of another kind are encouraged by the GBSB range of Sewing Machines inspired by the Great British Sewing Bee television programme, loved by everyone from bloggers to broadcasters (this was another Chris Evans favourite) – with a full range of accessories kits which include everything needed to create the perfect item. The two sewing machines come in at a competitive price and have proved to be a popular addition to the Wilton Bradley range. The company has also had great success with the Electric Ride-On category and this has been one of its fastest growing categories in 2017. New for Toy Fair, Wilton Bradley introduces a Police Car, and a Range Rover to its collection, with a number of exclusive licensed products to be unveiled at the show. Outdoor wheeled toys are fast becoming a major category for the company with the Xootz range of kids wheeled toys, which grew by 200% in 2017. The Viper pedal go kart is available in a striking matte black colouring with a venom green Xootz logo, making it one of the most striking pedal karts around. It really feels like the children are driving due to the addition of a gear stick and free wheel movement. The Xootz Retro Racer is an old-school pedal go kart, with a unique design which resembles a classic racer. Despite its retro look, the easy access pedals and durable rubber wheels allow it to reach speeds that are anything but old fashioned. The JSF Urban Sprinter Electric Scooter is perfect for commuting and inner city travelling, since it is capable of traversing up to 12km on only one two hour charge. With a max speed of 25 km/h commuters can tackle a 10km commute in less than half an hour, whilst having way more fun than they would crammed onto the tube or sat in traffic. It has all the features expected from a top of the line electric scooter, including a digital control screen and rear brakes, thick durable tyres, front and rear lights and an LED strip light. It even folds away so commuters can easily carry it around. Wilton Bradley excels at the outdoors; its long standing and very successful partnership with Bestway has made it the UK market leader in inflatables. A wide range of top licensed products from Star Wars to Disney will be on show in January.

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DKL Marketing Ltd, 11 Deer Park Road, Northampton, NN3 6QD, UK tel. 01604 678780 email.

Toy Fair 2018

Spin Master 01628 535 000 Stand E131 Following a year that saw the expansion of Hatchimals into a globally recognised licensed property, and the success of Hatchimals Colleggtibles in the growing collectibles market, Spin Master is ready to continue its trend of disruptive innovation throughout 2018. A new boys’ collectible range is launching this January. Capturing all the things that boys like most – think disgusting, potty humour – Flush Force has it all. Flush Force Number 2 packs will appeal to boys who want to gross out their parents, and with a host of follow-on product to expand the range, retailers visiting the fair can get a whiff of how strong this range promises to be. Staying with Collectibles, Hatchimals Colleggtibles enter 2018 with a much-anticipated new Season 2 line up with more than 100 to collect. The egg colour changes from purple to pink for this season, and there are new characters for kids to meet and collect including a Golden Hatchimal, with only a limited number to discover in the UK. Another new addition to the Hatchimals toy line is Hatchimals Fabula Forrest. Known as Hatch Batch Three, Spin Master now introduces the Puffatoos and Tigrettes. These all new patterned plush, with metallic detailing and sounds to match, need a child’s touch to hatch before they can be raised from baby to toddler to kid. These Hatchimals feature new music and games. In the robotics category, Spin Master has a new addition to the Zoomer spring line with Zoomer Zupps Pretty Ponies, which have soft manes and tails. The more kids play with them, the happier they’ll be, and will let their owners know with pony sounds. They also play games, and each pony has its own unique trick – and with a low SRP, kids will want to collect them all. Zoomer Zupps Pretty Ponies will be supported with TV advertising this spring. Arts and crafts will see some new spring introductions with Kinetic Sand Gems and Metallics in a reusable 4oz Multipack – the multipack contains pastel blue, pink and purple shimmering sand. The new Beach Day Fun set is also new for spring, and is an ideal Kinetic Sand starter set. The kit comes complete with 12oz of Kinetic Sand and nine tools and moulds. Kinetic Rock also gets a 2018 spring introduction with the Kinetic Rock Loader. Kids can use this alongside other Kinetic Rock kits, as the new 3-in-1 Loader allows kids to scoop, drill and crush their Kinetic Rock. Both Kinetic Sand and Kinetic Rock will be supported by TV this spring. Spin Master launches the JoJo Siwa Bow Maker, which gives girls the opportunity to make their own versions of the decorative hair bows made popular by the YouTube sensation JoJo Siwa. Spin Master’s marketing efforts will continue to focus on social media content and sharing to drive support for the product. Paw Patrol fans can look forward to a new range based on the latest TV theme Mission Paw. Spring products will include the TV promoted Mission Paw Mission Cruiser, a new moveable mission command centre, plus the Mission Paw Pup Pad, a new interactive pup pad with Mission Paw content. Paw remains consistently as the No. 1 Pre-school property and was No. 1 Toy Property in the month of September (NPD EPoS September 2017), promising strong retail opportunities throughout 2018. Air Hogs introduces the Sonic Rocket, which can blast-off up to 60 meters in height. Set to be a big hit in parks, the Sonic Rocket has a real countdown and rocket sounds, and can launch up to 50 flights with a single charge offering strong play value when out and about. The Sonic Rocket will be promoted though a range of social and digital channels. Moving onto Meccano, Spin Master will introduce the all new motorised five and ten model sets. The five model Roadster features a new pull back motor, and the ten model Truck features a self-contained motor. There are also new themed assortments in race and construction themes; all packs in the range feature single build elements, and offer an easier build and engaging post-build play. Spin Master has enjoyed several opportunities to engage directly with children and get them playing with Meccano over the past year, and 2018 will see more of this activity being placed behind the brand. Finally, Tech Deck is back. Spin Master will be extensively supporting the original finger boards with a digital spring campaign featuring authentically decorated mini-skateboard kits and accessories. This will include the great value Tech Deck Container Ramp Set, plus other park-building kits. Tech Deck allows kids to build and customise their favourite boards, and then let their fingers do the skating as they flip and spin around the mini ramps and rails. Working at grass roots level, Spin Master plans to bring finger boarding to a new audience of kids this spring.

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Peter Rabbit and all associated characters ™ & © Frederick Warne & Co Limited. Peter Rabbit™, the Movie ©2018 Columbia Pictures Industries, Inc. All Rights Reserved.

The Fabulous Peter RabbitTM Movie Range from Rainbow Designs

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Grand Hall, Stand F10 E

Toy Fair 2018

K’nex 01189 253 270 Gallery 510 At Toy Fair 2018, K’nex will showcase an exciting new range that will bring innovation to the construction aisle by bridging the gap between physical and virtual play. With a strong and diverse product portfolio for toddlers to teens, more children than ever will experience a universe where engineering, art, and fun click. The K’nex stand at Toy Fair will be 30% larger than last year, bringing to life the brand’s unique qualities of scale, movement and open-ended creativity like never before. Key highlights will include: K'nected, a new digital app from K’nex, will allow fans to "design it, build it, and ride it" in a whole new way. Children can create K’nex Thrill Rides set in the real world, then build, ride, and share creations virtually. They can then use the included VR cardboard viewer to ride in 3D virtual reality, or view all the action on smartphones and tablets without using the viewer. New Thrill Rides kits compatible with K’nected include the K'nex Thrill Rides Bionic Blast Roller Coaster, with over 800 parts to create an impressive build, featuring a motorized ferris-wheel lift and graphic panels. The Kid K’nex range introduces construction play to children aged 3+, supporting their cognitive development with sets that feature chunky, brightly coloured pieces. New additions to the popular line include the Kid K’nex Zoo Friends Building Set, with 30 building ideas and 55 pieces including fun animal features such as eyes and tails. K’nex Imagine, the brand’s core range of tubs and building sets, will also be refreshed to offer construction kits at all price points for kids aged 5+. Pocket money items will include the new Get Started Assortment, offering the choice of robot, race car, or digger. Another key addition is the new motorized K’nex 4WD Demolition Truck Building Set which has 210 parts and can scale almost any surface, perfect for vehicle loving construction fans. To support new and existing lines throughout 2018, K’nex will implement a robust 360 degree marketing programme. This will include TV advertising and sponsorships, kids press, strategic partnerships, influencer outreach programmes and digital activity including a K’nex hub on the Cartoon Network website. K’nex UK also has a rapidly growing fanbase on kids’ social network PopJam, with 30,000 followers and counting.

Cobi Toys 07796 175 764 Stand G101 Cobi Toys has a number of new introductions planned for 2018. Submarines, destroyers, and a battleship under The World of Warship licence and Historical Collection name will be on offer. From the World of Tanks range comes a new version of the Tiger I tank (540 pcs) as well as the British Churchill I (530 pcs), while the Waffenträger E 100 will be out in April. Cobi’s Humvee model, in both 1:35 and 1:27 scale, will be available from February under the same licence. The company will be honouring the centenary anniversary of the Great War with a new dedicated historical collection. Models will include a Mark I tank, Renault FT17 tank, and aircrafts like the Fokker Dr.1, Red Baron, and Sopwith F.1 Camel. It’s also the centenary of the RAF next year, so models of the Supermarine Spitfire Mk.VB and Mk. IX, Hawker Hurricane Mk.I, and Vickers Wellington Mk.I are being introduced. Other kits will also be making an appearance at the start of this year, including British cult plane, the De Havilland Mosquito. From autumn 2018 the company will also be introducing an assortment of car construction models in scale 1:35, including the latest Maserati and other models. A selection of different historical sets will be released soon under a partnership with The Bovington Tank Museum in Dorset, and a sailing ship, the USS Constitution, will also be launched under the Smithsonian Institute brand.

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Golden Bear 01952 608 308 Stand E69 Building on the strength of its successful IP, launched in autumn/winter 2017, Golden Bear’s Bush Baby World collection will be expanding further this year. The introduction of the Blossom Meadow Bush Babies will see new patterns, detailing and softer fabrics than before. There will be six Blossom Bush Baby characters to collect, along with two Scented Blossom characters – Lili and Rosi. Both characters have long colourful hair which can be brushed with the included hairbrushes, and their tummies feature scented flower designs. Easter will see the arrival a new Royal in Bush Baby World - Princess Blossom. This character comes with a glittery flower pod, comb and sceptre. She has long hair and a flower crown as well as a glittery tummy. The hero line for autumn/winter 2018 is the Shimmer Palace. Home to Princess Melina, this playset will measure 80cms in height and play several Bush Baby World songs. With a multitude of features and an exclusive Bush Baby Shimmie, the Shimmer Palace is the perfect place for kids to host a Royal Party. Build-A-Bot, an innovative range of customisable robotic pets, joins the company’s portfolio this year, heralding its first venture into the STEAM arena. Build-A-Bot enables kids from five years of age to build and personalise their own colourful robots; each pack contains all the pieces needed to create their very own Bunny, Fox or Dino. Also included is a full sheet of stickers to personalise the pet, and a build certificate to record the creation date. Kids can also use the food trigger included to activate their pet and watch it move. There are also three Build-A-Bug characters to collect – kids can choose from a Scatter Ant, Buzzy Bee or Ladybug. The In the Night Garden collection has been refreshed for this year. Focusing on the very young core audience and its bedtime slot, the plush range now features larger, more appealing eyes, and new super soft fabrics. Sleepytime Igglepiggle has soothing lullabies and soft glowing cheeks to help reassure and relax little ones at bedtime. The new Playtime Activity Playset is packed with interactive features and is home to all the iconic characters from the show. New additions to the Mr Tumble Something Special range include Nursery Rhymes with Mr Tumble. This character plays a selection of popular nursery rhymes when his hand is pressed. The collection also sees the addition of a new vehicle, the Mr Tumble Domino Train. Kids can load the feeder with dominoes and watch the dominoes drop in a line as the train moves along, ready to be knocked down. The award-winning My First JCB range will also be showcased at Toy Fair, with its popular Big Wheelers taking centre stage in the vehicles category, offering both indoor and outdoor play value.

Max Mindpower +353 872 234097 Stand GH29 Max Mindpower is a unique plush bear which plays four guided meditations for children to follow, and breathes along too. Max aims to impart the skill of awareness to children in the most accessible ways possible; through storytelling, rhyme and fun. The bear makes meditation easy and engaging for children to learn, with meditation programmes that can be accessed with the simple squeeze of one of his paws. Carefully designed with children in mind, Max also shows children how to take his teachings and apply them to everyday life. Max combines some of the most effective tools taken from cognitive behavioural therapy, neuro-linguistics, positive psychology and self-compassion, which are integrated into the book series stories in an engaging and entertaining way. Max Mindpower is available in two versions. Max Junior is for children under six, and is approximately 10” sitting. Max Senior, designed for children aged over six, is slightly larger in size, approximately 12” sitting. Both versions comes with three 16cm hardcover books. An ideal size for little hands, these books introduce Max to his owner, and explain how to use him in the most beneficial way possible. The benefits of Max Junior and Max Senior can be further enhanced with the addition of each bear’s 16cm hardcover book series’, sold separately. The Max Junior additional book series deals with primary emotions and simple problems, while the Max Senior series explores both primary and secondary emotions. Max Mindpower’s display packaging is open, leaving the product exposed and touchable, and features an added piece that keeps the three introductory books completely safe from damage. At 12” high, and 10” both wide and deep, the bear is extremely compact. As a new brand, Max Mindpower is working to establish itself through marketing both online and in magazines. On social media Max has quite a substantial following, which enjoys regular updates. Max has featured in multiple Christmas selections in magazines, and the brand has continued to expand on this exposure with the launch of its first video advert this month. Max Mindpower will also be attending multiple consumer expos throughout 2018, to raise brand awareness both in the UK, and into the USA from March. Max is the first toy of his kind, and many more toys are in the pipeline for this range, with the aim of enhancing the life of the user, and introducing them to skills that will last a lifetime.

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LONDON TOY FAIR, STAND E46 / SPRING FAIR, HALL 5 STAND K64 Contact us to book an appointment.

Toy Fair 2018

Geomag 07831 886 997 Stand Gallery 501 Geomagworld, a European leader in magnetic construction products, will present a wide collection of high quality and innovative products at the 2018 London Toy Fair. Magicube, Kor, Geomag Classic, Mechanics and Geomag Pro-L offer kids a world of magnetic play. Launched in 2017, Magicube is a pre-school magnetic construction system suitable for younger children, that the company feels has revolutionised the junior construction category. Magicube is a construction system comprising magnetic cubes which attach to each other on every side. By using the invisible and magical properties of magnetism, children can create different shapes and colour combinations, as well as exploring 3D building techniques. The range received a number of awards throughout its launch year, and Geomag is expanding the range with additional Free Building sets as well as the new Magicube People range. This range can be mixed and matched to create different amusing characters using the magnetic cubes. Bespoke FSDUs will also be launched to provide strong instore presence, and will include Free of Charge stock. The Geomag Classic platform is extending with Confetti, a range of multi-coloured rods and panels. Geomag Classic allows kids to build structures with no limits to creativity and inventiveness. Made of magnetic rods, steel spheres and panels of different shapes, this Swiss product is the core of Geomag’s internationally recognised magnetic construction brand. Thanks to the simple components, and the power of magnetism, endless 3D structures can be created. The Classic range already has a number of different product lines - Colour, Panels, Pink and Glow – and now kids can also add to their magnetic creations with the new Glitter range. Furthermore, an innovative new concept will be presented at the show - Mechanics Gravity. Gravity, together with magnetism and mechanical movements, provides a unique play experience. The new range of products expands the Geomagworld concepts that implement different invisible forces. Made up of four different Smart Playsets featuring tracks, motors powered by green energy, and features such as the magnetic cannon, the range offers differently priced options, from the Magnetic Track set up to the ultimate Up & Down Circuit. This year will also see marketing activity taken up a notch by Geomag, with continued investment in core activity such as off-line/on-line advertising and TV campaigns, as well as increased spend and focus on key influencers and bloggers.

Hape/Marbel 0845 6000 286 Stand B50 This January at London Toy Fair, exclusive UK and Ireland based distributor Marbel presents its latest range of fun and innovative toys. Hape produces toys from the highest quality sustainable materials, and learning is at the heart of the company’s values. Relevant Play offers new alternatives to play through the magic of sand, Nanoblock offers micro-sized building blocks to create amazingly detailed and realistic three-dimensional models, and Pink Poppy has a range of dazzling hair accessories, bracelets, and necklaces. New extensions to Hape Railway are to come, from a Grand City Station to a Busy City Rail Set. Children can enjoy interactive multi-level play, capturing the hustle and bustle of railway life. Hape also offers an extensive range of Infant Toys to stimulate babies’ senses, encouraging self-discovery and rewarding movement, from baby mobiles, baby gyms, and a Grow With Me rocking horse. Nanoblock presents an extensive range of new editions to its Mini Collection series of animals and instruments, as well as some new foodie favourites from pizza, ice-cream, and beer. Children can take in sights from around the world with the ever-growing Sights To See series. The sorting storage box and collection cases are ideal to keep creations all in one place. Relevant Play and the Mad Mattr range of super-soft modelling compound is also expanding. Children can press, mould, knead, squeeze, and sculpt – and Mad Mattr is now available in Quantum Pods, giving all the fun of Mad Mattr but in a personal portable pod. The Mad Mattr Quantum Pack is an all in one construction kit, which includes the award-winning ultimate brick maker. New for 2018, the Tool Box & Tool Set contains everything needed to maximise play wherever children go. Pink Poppy launches a new range, including hairclips in a tub, with other new editions including the Irish Petal design hair clips, elastics, and headbands.

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Juratoys 020 8878 2133 Stand B121 Juratoys will be exhibiting a range of products at this year’s Toy Fair, including items from its Kaloo, Alex Brands and Janod ranges. The Alex Toys Artist Studio Easy Spin Pottery Wheel is ideal for creative kids looking for an engaging and imaginative way to while away the hours. This set includes a real working pottery wheel along with a variety of paints and tools, allowing kits to mould, shape, sculpt, and paint their own pot, cup or vase. When the crafting is done, kids can simply leave their creation to air dry overnight, leaving it solid and ready to decorate with the included paints, mosaic tiles and gems. The set includes a pottery wheel with foot pedal, carving tools, two bags of soft clay (907g), six paints (2.5ml each), a paint palette, two brushes, clay cutting cord, 88 mosaic tiles and gems, glue and easy instructions. The Easy Spin Pottery Wheel is recommended for children eight years of age and older, with adult supervision advised. The company will also be presenting a new range for 2018 called Babypop, from French wooden toy brand Janod. This wooden baby range combines a fresh palette of pastel colours – orange, blue and yellow, ideal for the modern nursery – with natural baby-safe FSC certified beech wood and rubber elements. With three friendly mascots, a bear, rabbit and fox, the range comprises a variety of products all suitable from birth. The wooden baby Activity Gym features three mobiles offering sound (a bell), visual stimulation (a mirror), and tactile stimulation in the form of a silicon ring with movable 3D knobs and wooden washers. Two handheld rattles are also available; parents can choose from the blue Bunny Rattle with coloured wooden beads, or the yellow Bear Rattle with four coloured washers. Pram rattles offer an on-the-move option to keep baby stimulated, with bells, a mirror, wooden beads and spinning characters. The Babypop range also includes push-along wooden toys, featuring coloured silicone wheels on a chunky FSC certified wooden body. A blue Push Along Bunny, red Fox and yellow Bear are available, all with friendly expressions. The range is presented in a new style of packaging, ideal for gifting to new and expecting parents. See through box-fronts allow the recipient to see the product inside, and the boxes are sturdy enough that they can also be used for storage and safe-keeping. Visitors to Toy Fair are invited to view this new range, along with Juratoy’s existing product lines and brands.

Ravensburger 01869 363 830 Stand E140 Having experienced strong growth in 2017, Ravensburger looks forward to welcoming visitors to its new-look stand at Olympia. The stand will display Ravensburger’s new corporate logo, which represents ‘playful development’ – a mission that is at the heart of everything the company does. While Ravensburger will continue to use its recognisable blue triangle brand on products, retailers and consumers can now expect to see the new logo in all corporate messages. At Toy Fair, the company will be unveiling its 2018 range, with 155 new products launching for spring/summer. Ravensburger is launching three new TV advertised games - Make ‘n’ Break, Break Free, and a Peppa Pig 3D action game - and will continue to support key games like Buggaloop, Labyrinth and Scotland Yard. Also launching is a new range of innovative Peppa Pig and Ben & Holly’s Little Kingdom puzzles. They, and 10 other new licensed properties, join Ravensburger’s range of popular and successful children’s puzzles. Ravensburger is launching 60 new titles, many of which have been developed by its Oxfordshire-based team, working alongside British artists, graphic designers and print specialists. This UK contribution will now be highlighted on packs. Adult puzzles remain at the heart of the range for the company. Following the acquisition of ThinkFun, Ravensburger is eager to present this award-winning STEM inspired range of games. TV advertising will run during the autumn/winter season for Rush Hour. Gravitrax is a major new launch for autumn/winter. This interactive ball and track system helps children discover magnetism, kinetics and gravity whilst discovering how to build an action-packed track. This product is already the company’s top selling product in the German market. Reactions to the award-winning Sneaker and the VW Campervan 3D jigsaw puzzles have been very positive, and Ravensburger is continuing this innovation with two British themed products for autumn/winter - Buckingham Palace and a Union Flag sneaker. These products will be supported a TV advertising campaign. Ravensburger’s POS solutions and events programmes are proven to create interest and boost sales, and are available at no extra charge to retailers – the company urges interested parties to ensure they discuss these opportunities with their sales representative whilst at Toy Fair.

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H. Grossman 0141 613 2525 Stand E49 HGL will be focusing on pocket money in 2018, and will be introducing hundreds of new lines. The company is building on the success of its slime range by introducing everything from the magical to the metallic. Products include Unicorn Poo, Putty, or any one of the myriad of ranges on offer. All of these products are available at pocket money prices. Alien Eggs took the toy trade by storm in 1999, winning numerous awards including the coveted Toy Craze of the Year. The popularity of this range has never waned, and the range has now gone on to sell over 30 million units worldwide, with no sign of sales slowing down. Last year saw the introduction of the award-winning Grow Alien egg, and this year there will be further additions to this range, with new products added in all sizes, starting at 99p. Ten new eggs - a unique design, completely designed in-house, will add to this success story. Children can simply immerse the egg in water and wait for another little alien to hit the planet. Another pocket money-priced winner which will introduce yet another new generation of children to the Alien Egg concept is the Alien Light up eggs. This is the size of a duck egg, filled with glowing slime. There are eight new Alien eggs, helping to keep this range selling well. Dinosaurs and fossils have always been a winner with kids, and this year HGL introduces the Fossil Egg. Chipping away at the egg will reveal the magical fossil within; a great way for kids to have fun and learn about the past. Designed to retail at under a pound, these fossil eggs are affordable and collectible. The Ozbozz brand is renowned for great outdoor products and this year sees a brand-new version of a Light Up Trike, perfect for pre-schoolers. Emojis and Ghostbusters are the licensed products on offer, and they join the best-selling Light Burst and Unicorn scooters. Unicorns have been all the rage this year, and Grossman has a full range of Unicorn products including its cute 60cm Unicorn Soft Toy. Grossman has something for older kids too, with a new Torq Edge Scooter, designed for those with advanced scooter skills. Available in two colours, the Torq Edge will add even more on-trend scooting style to the range. Glowing lights are everywhere, including on the new Glow boots with light-up soles, so kids can truly be light on their feet.

Galt 01614 289 111 Stand E9 There are new products across all Galt ranges for 2018. The Activity Packs are ideal for birthday parties and year-round giving. Each kit contains everything kids require to craft a quality product, along with a clear guide. There are six new products available, including the Balloon Train – wheels are attached to a balloon train and carriage which can then be decorated with the included fibre pens. With Beady Keyrings, children can make animal keyrings with an air-drying beady modelling material. Also newly introduced are Best Friends Bracelets, Charm Craft and Connecta Straws. Finally there is the Fab Hair Activity Pack, which allows kids to make and wear fashionable hair extensions, and add colour with hair chalks. Crafty Club is a new range which requires kids to use simple sewing and knitting skills to make animals. There are five kits to collect – Puppy, Frog, Bunny, Owl and Kitten. Meanwhile, the evergreen Fairy Friends range see two new light products. Fairy Picture Lights consists of ten LED fairy lights with clear lightshades that kids can decorate with the included vinyl stickers and glue paint. With Fairy Night Light, kids can create a colour changing fairy toadstool night light, complete with a wooden stand. There are two further introductions to Galt’s First Years range. Follow Me Ball is a colour changing motorised ball for baby to follow as it rolls along, before stopping and changing direction. The ball lights up and the colours change as it moves to captivate babies, encouraging them to track with their eyes and crawl towards the ball. Tummytime Ted is a soft teddy designed to enhance important tummy time play. This toy is ideal for home or for travel, and is fully machine washable. Galt is well known for its puzzles with a difference. Town, a new Giant Floor Puzzle, strengthens this popular range with a 30-piece puzzle complete with eight templates. The company’s best-selling Snakes and Ladders Game is complemented with a Giant Snakes and Ladders Puzzle. This 36 piece puzzle makes an 80 x 80cm game, and includes a large foam dice and four chunky counters. Stationery has long been an integral part of Galt. This year there are five new products including two Chalk Books and an animal Photographic Sticker Book. Water Magic has established itself as a firm favourite. The no-mess chunky spiral books are ideal for travel and can be used over and over again. Galt has also added Pets and Who’s Hiding, to further expand the options within this range. Finally, last year Galt introduced the STEM range Explore and Discover, which immediately established itself on the company’s best-seller lists. Two additions, Body Lab and Forces Lab, should also prove successful. Educational and contemporary, the products are packed with experiments that let kids explore the human body and learn about forces.

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Tactic Games 01483 332 070 Stand D109 Finnish board game company Tactic Games will be returning to Toy Fair with new product developments in the games category, including fast action, storybook and family gameplay. Following on from its success with Molkky, a skittles game, Tactic will be launching Jungle Runners – a children’s action game which captures the traditional play value of board games in a vibrantly coloured, animal themed 3D backdrop. Players have to race their team though the jungle; however, different animals can use short cuts and players will be faced with obstacles to avoid, such as the falling tree, spinning turtles, and a flicking crocodile tail. The winner is the first person to see all their animals safely over the finish line. Ninja Rush is a fast paced, quick reaction game which is based on the ancient Sensei training principles. The Ninja time warriors have been trained by their Sensei to see the future before it happens. In the game, the players’ Ninjas hold the sands of time. Players are required to flip the Sensei cards, and choose who to flip and where to before the sand runs out. Ninja Stars are awarded for successful runs, while participants must watch out for the change of direction cards. Drawing on nostalgic storybooks, where players choose their own destiny, Story Chest brings together imagination and fantasy with an engaging game play element. The Story Chest, once opened, reveals a world full of stories waiting to be told. Players take turns to tell a continuous story inspired by one of the cards dealt. The other player has to predict which card they will choose. Players place their keys into the chest and close it, and the story begins. If the player’s prediction was correct, their keys fall into the fairy forest for safe keeping. If they were incorrect, they fall into the dragon’s fiery furnace. The player with the most keys at the end wins. Finally, Let’s Play is a range of six new games for the whole family. Presented in a plastic case, Let’s Play games are perfect for grab-and-go gaming, and as such are ideal for travel. All Let’s Play games are simple, fast and fun, and there is something in the range that will appeal to players of all ages.

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Bladez Toyz 02392 658 255 Stand Gallery 123 Bladez is expanding its RC drone line and is also celebrating the 50th anniversary of Hot Wheels this year. The company will be showcasing new additions to its award-winning Hot Wheels Drone Racerz, as well as introducing higher end drones under the new sub-brand DRX – Drone Rotor Cross. Following the successful launch of the Hot Wheels RC Drone Racerz last October, the focus now turns to driving collectibility, encouraging customisation and adding extra play value. A key selling point of the Drone Racerz sets, all vehicles are compatible with all Hot Wheels tracks, and a series of Vehicle Booster Packs will be launching later this year. Each set will include three cars and will focus on a different type of driving surface - off-road, for example. Expansion Drone & Vehicle Packs are also available for anyone looking for a second drone to race. The new brand Drone Rotor Cross is suitable for all skill levels. Starting at the Nano end, the compact Hot Wheels DRX Hawk Racing Drone has multi-speed settings for different abilities, and it comes with crash resistant guards, ready to fly indoors or out. Likewise, the new Hot Wheels DRX Cage Fighter Drone is enclosed in a protective roll cage, allowing it to bounce back from crash landings. Featuring up-righting technology so it can take off from any surface, the drone can be driven up walls and even along the ceiling. The Hot Wheels DRX Monster X-Terrain Drone lets kids go totally off-road. The 3-in-1 air, land and sea radio control drone features real working suspension, and kids can flying with two speeds before hitting the ground and driving their drone over the toughest of terrain. This drone can also drive on water for added stunt value. Finally, the Stingray Racing Drone features top grade technology, altitude control, auto hover, take-off and landing, and comes with safe, impact resistant rotor blades. Fast to both learn and fly, the drone set also includes two racing gates and a launch station. The addition of FPV later in the year will also bring a new dimension to the flying toy experience. Bladez will be supporting Hot Wheels Drone Racerz and the DRX launch with digital marketing, including YouTube pre-roll and video on demand. The specially built super-size Drone Racer, which made its public debut in the Hamleys Parade last Christmas, will also be making appearances at events, and can be viewed at the Bladez Toyz Pitstop Café at Toy Fair. Elsewhere in the Bladez portfolio for 2018, the Thomas Track Playset has been designed to aid child development, problem solving and co-ordination. Pre-schoolers connect the eight jumbo tile pieces and then watch their motorised Thomas engine travel around the track. Kids can also change the route by rearranging the tiles, building up to 50 different track combinations. Sets featuring new engines from the world of Sodor will be introduced during 2018. A Hot Wheels version is also in development, and retailers should also look out for other pre-school properties as the STEM range continues to grow. Other highlights of the Bladez Toy Fair stand will include BB9-E and Kylo Ren, who are joining the RC inflatable Star Wars family, and retailers will also be offered the chance to order the gold award-winning Peppa Pig Muddy Puddle playmat, which is now back in stock after a very successful Christmas season.

Winning Moves 0207 262 9696 Stand E115 Winning Moves UK is an independently owned, London-based games company which owns and distributes a range of classic game brands such as Top Trumps, Regional Monopoly, Waddington’s Number One Playing Cards, Lexicon Go and Pass the Pigs. Winning Moves is also the exclusive licensee in Europe, Middle East, Australia and Africa for limited edition Hasbro games including Monopoly, Cluedo, Risk, and Twister. It’s often difficult for families to decide on a game to take on holiday, that all of them will enjoy; something that is playable in a small space during travel, which also entertains all ages. Super-fast word game Lexicon-Go! perfectly fits the bill. Players race against the others to get rid of all their playing card tiles by creating words, swapping letters, and even adding their tiles onto other players’ words. This game comes in a portable bag, making it an ideal game for on-the-go families, and is easily and safely stored away. This year will also see the introduction of new licences from Winning Moves, including Rick & Morty, Cluedo, Vikings Risk, and The Walking Dead Comics Trivial Pursuit. Retailers visiting Toy Fair can take advantage of the company’s show offers – 5% off a £500 order, and 10% off a £1,000 order, with one-drop delivery. T&Cs apply and buyers should visit the Winning Moves stand for more details.

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Magic Box Toys 01403 251 286 Stand E109 (Asmodee) Magic Box Toys reveals its new collectible range: SuperZings – Rivals of Kaboom!, which can be seen in full for the first time at London Toy Fair. Hitting UK shelves this month, the SuperZings are everyday objects brought to life in a comic Hero vs. Villain rivalry theme. There are more than 80 multi-coloured characters to collect, each with a matching rival which adds a fun new dimension to the collectible mechanic. There are 36 regular characters available in two different colour-themes, plus six Silver and two Gold Rare, and One Enigma Super Rare SuperZing. The figures all have their own superpower and profile, use collectible pocket-money-friendly Supercars to get around (eight to collect) and live in Hideouts (eight to collect), which can also be used to launch characters into the air. The core collectible range includes Blind bags containing one SuperZing, Hideouts including one SuperZing (eight to collect), and Supercars including one SuperZing (eight to collect). There is also a Starter Pack, plus a Blister Pack containing four SuperZings, two Hideouts and an exclusive SuperDisc Blaster. In addition, there’s an even wider range of toys, such as the Kaboom Trap, which includes two exclusive SuperZings, and a Mission Pack which provides hours of play potential. SuperZings Series 1 will be supported by a significant launch marketing campaign including TV, digital, social, unboxings, PR and webisodes to introduce the characters and their rivalries. In addition, Magic Box Toys will be rolling out a brand new primary school classroom initiative: SuperZings Show & Tell Super Heroes. Targeted at Year One classes, this initiative has been designed to specifically turn the popular show & tell classroom moment into a bigger and more engaging experience for five- and six-year olds across the UK, with the help of the new SuperZings characters. An initial wave of 200 schools will receive a free pack containing everything they need to create memorable show & tell moments in their classrooms.

MiniMaster Sports 01424 400 202 Stand GH58 Visitors to The MiniMaster Sports Company stand at Toy Fair are invited to put their football skills to the test in a mini crossbar challenge competition, with the chance to win a brand new MiniMaster Football game set. This set is the first in a series of real action games for kids and adults, based on the world’s most popular sports. The world’s biggest game just got smaller. Combining skill, tactics, and chance, MiniMaster Football features entertaining and challenging penalty shoot-out and free kick games, which recreate the drama and excitement of the beautiful game itself. The centrepiece of the game set is the multi-purpose footballer, a finely detailed 1:8 scale figure (9” in height), which takes shots during gameplay, attaches to a display stand and can also be fully customised. During gameplay the footballer is attached to the gameplay wand. The pull-lever in the handle operates an articulated kicking leg which flexes at the hip, knee and ankle, just like a real leg. By adjusting the force applied to the lever, and the position of the figure, players can produce a wide range of shots from distances of up to about 12ft. The unique combination of fully controllable shot height, direction and power enables players to attain a high level of skill - no more random shots made by whacking a figure on the head, finger flicking, or using a rigid leg on a spring. In the penalty shoot-out game, players attach the target screen to the goal frame, and then spin the gameboard pointer to determine which holes to aim for. Points are scored by successfully shooting penalty kicks through different sized target holes - smaller holes mean higher points. To play the free kick game, players spin the gameboard pointer to determine the angle and distance from which each kick must be taken, then mark the position using the angle finder, measuring tape and a marker disc. The angle finder is then removed and turned over to reveal the reverse side defensive wall mannequins, and is positioned upright midway between the position of the kick and the goal. The kick is then taken. Points are awarded for each goal scored as shown on the gameboard. Kicks taken from longer distances, with tighter angles, result in higher points for the players. c Instead of simply packing it away, when the games are over the MiniMaster Footballer can be mounted on a custom display stand by detaching the figure from the gameplay wand, inserting the standing leg footplate into a hole on the stand, and then twisting to lock into position. The detailed figure can then be displayed in an action pose with a ball at his feet, anywhere around the home or office. Last but not least, the MiniMaster Footballer can be fully customised. By overpainting the figure’s plain white kit with recommended modelling paints, owners can create their own a bespoke figure. All the fun and novelty of MiniMaster Football fits into an eye-catching and compact box for efficient display on shelf.

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Discover the new Fundels world! Visit us on stand H1 at London Toyfair to find out more about our new National Curriculum aligned educational range.

In stores from Jan uary!

Toy Fair 2018

TKC Sales 01380 872 950 Stand E99

Keycraft 01779 478 078 Stand F46 The Gooballz – gooey meshballs with keyrings, and carabiner meshballs, toys have been created under the Gogopo brand to be a fun collectible novelty for children. Gooballz come in six different categories of meshy goo; Glitter, Pearlescent, Sequins, Beads, Iridescent, and Glow in Dark. Each is available in four colours; pink, blue, purple, and black – and each toy has a silicone wristband keyring clip and a carabiner to attach onto a child’s backpack, so they can take them everywhere. Also available under the Gogopo brand are Goobands – slime and wristband collectibles. The range consists of 27 pots of slime, including; two-colour, glitter, shimmer and glow-in-the-dark slime. Each of the 27 pots fall into one of eight slime-tastic categories, such as; Glittogoo, Glowgoo, Toogoo. To increase collectability, every pot comes with a matching silicone wristband. Keycraft will launch three new additions to the Goobands slime range in the New Year, including a fruit scented putty, metallic slime, and rainbow goo. Goobands Clipz is a new mini collectible series of slimey keyrings which are perfect for on-the-go gooey fun. The slime comes in a variety of assorted colours and even some scented putties. Each one comes with a matching silicone band wrapped around the tub, which doubles up as a keyring so children can separate the slime from the band. They can play with the slime and hook the keyring onto a schoolbag or pencil case. Keycraft has curated its best-selling Hatching Egg series into a new brand for spring 2018 called Nurchums. The Nurchums launch will also see the introduction of new Mermaid Hatching Eggs These legendary aquatic creatures will be available in two colours; blue and purple, with each egg containing one growing mermaid. Children can simply pop the hatching egg into a bowl of fresh water and over the course of a few days, the Mermaid will hatch itself. A complementary display solution will be available. Keycraft’s selection of wood, retro and traditional toys has gone through a major rebrand this season and will be incorporated under a new brand called Majigg. All of the products have been bespoke designed with an array of colours including; Wooden Yoyos, Flower Press, Woody the Worm, and Flexi Robots. Keycraft will also introduce new toys, including Wooden Racing Cars and Space Rockets. All products will be displayed in new Majigg branded packaging, with customers having the opportunity to have a Majigg display solution to complement their branded toys and drive impulse sales.

Toy and gift distributor TKC Sales is celebrating its 21st London Toy Fair with a wide portfolio of toy brands including Eolo, Wham-O, Aerobie, Wow! Stuff, Stomp Rocket and Ogo. A leading outdoor brand, Eolo, offers a range of quality products perfect for outside play. Key products being showcased include the Disc Jock-E, Aqua Gear and Aqua Creatures. Disc Jock-E is a new flying disc with a built-in speaker. Its water-resistant Bluetooth speaker allows music fans to play their favourite tunes by pairing with any compatible mobile device, streaming music up to 50 metres away. Skipping through the playlist is easy thanks to the chunky play, skip and volume controls on the face of the disc. Aqua Gear’s new Hydro Charger is a water blaster which fits onto the user’s arm to give them an advantage during water fights. Its patented pump technology is triggered with a squeeze of a hand, and the lightweight Splash Shield is ideal for children wanting to protect themselves during play. Kids can also cool down in a water battle with Aqua Creatures, a new range of hand-held animal water shooters and masks. Pink or blue Shark options are available, along with green Crocodile. Core products on display from the extensive Wham-O range will include iconic brands such as the original Frisbee. TKC Sales will be introducing the new Frisbee Golf and Mini Frisbee Golf sets. The Mini Frisbee Golf set includes one Frisbee golf target and six official Mini Frisbee Golf discs, ideal for playing with family and friends at home or out and about. Another key line in the Wham-O collection is the Aqua Force range of balloon launchers and slingshots. The water balloon crossbow gives users the ability to drench their opponent from a distance. Wham-O favourites, the original Slip ‘N’ Slide and global footbag brand Hacky Sack, will also be on display. Aerobie is the manufacturer of Pro Ring, the flying disc which set the world record for the farthest thrown object in history with a distance of 1,333 feet. The easy-to-catch Orbiter boomerang can fly up to 90 feet - and will come back again – whilst the original and award-winning air powered Stomp Rocket launches rockets up to 400 feet in the air. With no fuel or batteries required, the Stomp Rocket is well suited to days out or fun in the garden. An official distributor of Wow! Stuff, TKC Sales also provides licensed gifts and toys including offerings from the Science Museum, Mensa and Star Wars. The company offers a complete one-stop solution for retailers across a variety of price points, with a portfolio of trusted brands combined with excellent customer service and delivery.

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Play Different..... Discover over 150 new products for 2018

Come and visit us at the London toy fair Stand B121

32 High Park Road, Kew Gardens • Richmond TW9 4BH • United Kingdom Tel. : +44 (0)20 8878 2133 • •

Toy Fair 2018

Rainbow Designs 01329 227300 Stand E120 Rainbow Designs is set to unveil a host of new products across a number of its prolific toy and nursery brands at Toy Fair this year. The eagerly awaited Peter Rabbit Movie, starring James Corden as the voice of Peter Rabbit, is set to hit cinema screens on 23rd March. In line with the movie release, Rainbow Designs is launching a new Peter Rabbit Movie range. The collection includes plush toys styled on characters from the new film, as well as a feature plush Talking Peter Rabbit with phrases that include ‘More radishes and carrots please!’ and ‘Has anyone seen Mr McGregor?’ The new collection will be available from February and will join Rainbow’s Peter Rabbit TV range of feature plush toys. As one of the leading players in the nursery toy industry, Rainbow Designs has brought to life Disney’s much loved characters in a new collection of quality baby developmental toys that will be launched this spring. Following hot on the heels of the successful Classic Winnie-the-Pooh Hundred Acre Wood Collection, released last autumn, Rainbow is unveiling Disney Baby. This colourful range of characterled developmental toys features Disney’s most iconic characters; Minnie Mouse, Tigger, Dumbo, Winnie-the-Pooh and Mickey Mouse. The collection of soft toys, created from multiple fabrics and textures, features a variety of activities to encourage early developmental skills and promote sensory play. In addition to the developmental collection, Rainbow Designs will also bring to market the Disney Floppy collection. This range of large and small soft plush toys, comforters and ring rattles, featuring Disney favourites Winnie-the-Pooh, Tigger and Eeyore, will offer kids a great choice of cuddle companions. The blockbuster movie Paddington 2 has taken the box office by storm and the popularity of Paddington across all ages continues to soar. The Paddington Movie range includes two feature plush toys - the Dancing Paddington and Cycling Paddington - as well as the My Name is Paddington and Talking Paddington toys. Rainbow Designs will also have on display a number of new additions to the popular Peppa Pig for Baby collection, including a new dual pack of Peppa and George attachable Activity Toys with multiple textures and features.

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Plus five new games, including Ogre Yoga, 30 -Second Heroes and Mini Missions.

LONDON TOYFAIR. 23 25 JANUARY. STAND H46. Contact ringmaster Emily Polglase at for an exclusive behind the scenes tour.

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Heavyweight TV & Marketing campaign for 2018

New plush property NPD Nov 2017

Fantastic new product launches throughout the year


D L R BUSH BABY WO Telephone: +44 (0)1952 608308 All

Toy Fair 2018

DKL Marketing 01604 678 780 Stand E66 DKL Marketing enters 2018 with expanded distribution and marketing of its established heritage brands, and the acquisition of new product ranges. Almost 60 years since its creation, Hama Beads has exceeded 2017 growth plans and sees 35 new products introduced for 2018. The craft brand will be TV advertising for the first time this spring, further encouraging creativity and imagination by highlighting Hama’s play possibilities. New to the portfolio are Complete Sets which feature a storage box, beads, pegboard and accessories. Extensions to the 3D range will also be showcased at Toy Fair – hero sets include new 3D Dogs and 3D Planes kits. Since the introduction of its first model horse in 1950, Breyer has provided quality equestrian models and play accessories. Each unique model horse is handcrafted by a team of up to 20 equine artists. The brand experienced strong growth in 2017, and will be expanding its Classic Horse & Rider collection and Arts & Crafts range. In addition to traditional play themes, a Paint Your Own Unicorn and Emoji Decoration Horse will be unveiled during the show. Continuing the trend in STEM toys, the SmartLab range remains a favourite in providing ‘edutainment’ to children. The Human Squishy Body retains its position as the range’s best-seller and, as with all SmartLab products, creates the opportunity to both learn and play at the same time. DKL expands its offering in the construction category with the launch of Bloco at London Toy Fair. An innovative patented construction toy, Bloco contains highdensity foam pieces and connectors which interlink, stack and rotate at any angle to create characters and creatures for children to play with and display. Sets include popular themes such as Dinosaurs, Animals, Sea Creatures, Monsters, Unicorns and more, for both realistic and fantasy role-play. Plus Plus is a Danish brand developed with the help of leading toy specialists and educators. A unisex building experience for children, the Plus Plus range includes 3D and mosaic based sets. One of DKL’s fastest-growing ranges, the company is almost doubling the collection for 2018, including Animal and Dinosaur themed additions to the popular 100-piece tube assortment. A new collection of PlayMais Mini Mosaics and Tub Sets will be unveiled for 2018. An all-natural crafting toy that is 100% biodegradeable, children only need a small amount of water to dampen the pieces, ready to stick together to create endless designs. The traditional Scratch pre-school range will showcase new Play Box toys and jigsaws at the show, and customers will be offered the opportunity to learn about a new bespoke service. Launching for 2018 is the Escabbo range of baby and toddler bath toys, a collection of colourful and squeezeable figures created to make bath time enjoyable for little ones. Finally, Scentco’s range of eco-friendly scented stationery has added new scents including Black Cherry and Blue Raspberry to its Smencils, Smens, Smarkers and Smencil Buddy Pencil Cases. DKL will be supporting all of its ranges with marketing campaigns to include in-store activations, experiential activities, planograms, and social media and PR activity. Hama will also be supported by an Easter TV advertising campaign across satellite and terrestrial channels.

Green Elephant 0870 803 2116 Stand GH42 Green Elephant is looking forward to attending Toy Fair and touching base with retailers, buyers and fellow distributors. Having experienced a substantial increase in the number of stockists across the UK and Ireland during 2017, the company is looking forward to catching up with new retailers over the course of the Fair and putting faces to the names. The company will be focusing solely on Crazy Aaron’s Thinking Putty at Toy Fair this year. The popularity of Thinking Putty has mushroomed in the UK and Ireland over the last 12 months and the company is excited to see what 2018 brings. Along with the existing ranges, Green Elephant has a number of new products that will be available during 2018, some of which will be launching exclusively at Toy Fair. The company will also have this year’s Valentine and Easter colours to view and order. The Limited Edition Season Colours are always a popular choice with retailers. Green Elephant has been distributing Crazy Aaron’s Thinking Putty in the UK and Ireland since 2014, and are as passionate as Crazy Aaron himself about this product. Thinking Putty is made from start to finish in the USA, with the assistance of adults with physical and intellectual disabilities. The putty is available in over 40 colours and effects, three sizes, and two kits, making Thinking Putty suitable for everyone. What makes Thinking Putty unique is that it never dries out, has no odour, and leaves no greasy feel on hands. It’s non-toxic and safe for children three years and older. Thinking Putty can be used to perform a range of tricks and experiments. Children can choose their favourite colour, then use Thinking Putty as a toy, a stress ball, a squeeze toy, or as therapy putty. It also appeals to adults as an office toy.

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Re:creation 0118 973 6222 Stand E125 Re:creation’s Dragons, Fairies and Wizards range is set to be unveiled at Toy Fair, with interactive wands and accessories that deliver immersion into a magical world. Children can master spells, have adventures in enchanted lands, meet mythical creatures, and even battle foes, all with the help of the magical host fairy or dragon that lives inside their wand. Animation and sounds are combined to create a unique experience that is further enhanced with a series of supporting interactive accessories and playsets. New brand addition Swerveball will see children pulling off ball tricks like professionals from spring 2018. Leading item Kickerball is a trick football which enables players to bend the ball like their favourite players. Top footballing Youtuber Tekkerz Kid has already put his weight behind the product, with a recent video showcasing the ball gaining over 1.5m views. New to the Re:creation line-up, skill and action game Splash Out has 25 years of success behind it, including a series of videos by Youtube favourite Oli White which have racked up millions of views. A top 15 toy in Spain for summer 2017, Splash Out has sold over 8m units to date and with plans afoot for the coming year, there is lots more potential to introduce a new audience to the game. A further brand addition to Re:creation’s outdoor offering is Be Active. This range of engaging toys encourages children to keep moving. Among the active toys is Hula Bula, the electronic hula hooping game. Players progress through the game by following voice commands made by Hula Bula, and performing the requested movements in time. With five commands and four levels of play, children can also challenge their friends in multiplayer mode. Razor continues its drive for innovation in ride-ons for 2018 with the launch of Hovertrax 1.5. With the exclusive EverBalance technology that sets Hovertrax 2.0 apart from the competition, Hovertrax 1.5 demonstrates the ultimate ride-ability expected of the brand in a streamlined, lighter-weight edition. With a cruise speed of up to 6mph and continuous ride-time of up to 45 minutes, Hovertrax 1.5 marks the entry point to hoverboards for Razor fans. Other rides are to be revealed at Toy Fair. Over 6m Magic Tracks sets have sold worldwide, with more sets joining the range this year. Magic Tracks Rescue Set introduces emergency services, including police and fire LED cars. The new Magic Tracks Racer Set offers dual track opportunities and an LED finish gate. A Magic Tracks Track-Expansion Pack will enable children to create even bigger and even more creative tracks, with its 220 track pieces. There is also more collectibility to come with a range of new Single LED Cars, while refreshed packaging offers easier and more impactful merchandising in-store. Re:creation’s plush portfolio is set to capitalise on the current unicorn trend with unicorn-themed launches in both Stretchkins and Bright Light Pillow collections. A Rainbow Unicorn joins the Stretchkins range, while Emojis fans will love the light-up Bright Light Pillow Emoji Unicorn and Emoji Unicorn Glitter Poop. Also in Plush, the Feisty Pets welcome new fiends to the crew, with a range of new and unexpected expressions. This year, Re:creation’s Lego Lights collection includes Star Wars, DC Superheroes, and Classic Lego. All the Lego Star Wars key lights characters will be weaponised for 2018, with the addition of light sabres and blasters. In DC Superheroes, the first Lego Clark Kent key light is set for launch, while Lego Batman fans will enjoy the new Lego Batman Desk Lamp and Lego Batman Wall Light, complete with oversized wall sticker. Also available to collect will be Lego Hot Dog Man, Lego Banana Man, and a whole range of Lego Monsters key lights.

Eduk8 Worldwide 01661 831 080 Stand F1 Eduk8 Worldwide has been a major supplier to the UK (and international) education sector for over 16 years. All toys have been developed to encourage learning through play, with careful research and design to meet the current needs of the sector. It has been developing STEM and STEAM toys for a number of years – but these toys have, until recently, only been available in the education sectors and schools. In 2017 the company began to offer those products to retail and have found that its exclusive, award -winning range appeals to the retail market looking for something different. Eduk8 is now pleased to announce that launching at Toy Fair will be its new Eduk8 n Play range, including lots of new and exclusive products for 2018 including: The Cargo Ship, a great addition to the company’s ever popular quality wooden range; traditional games that offer all year round family fun; a comprehensive new Craft Range; Chalk & Chuckles table top games and the Bounce n Catch and Fuzzee Ball, which is great fun, flexible and won’t roll away. Also available is the Traffic Control Signs - three large handheld signs for indoor and outdoor role-play; Trace and Learn Magnetic writing and drawing board; a further two new designs in the successful Playmats range and First 100 High Frequency Words, a new product exclusively designed by Eduk8 Worldwide for Tangles. These, along with many other items in the range, are ideal for the gift and toy sectors. Product ranges on offer include a comprehensive Wooden range, Science, Pocket money Toys and Gifts, award-winning traditional Outdoor Games, Playmats, Tangles, Craft range & Board and Travel games.

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Count with Peppa

Peppa’s Interactive Playmat

Blister Assortments

Build-A-Slither Blind Bags

Recon Spy Watch

Visit us on stand


Trends UK (National Accounts)

Wind Designs (Independents)

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Tel: +44 (0)1295 768078 Tel: +44 (0)1353 724140 Ane Olesen: Email: Email: Peppa Pig © Astley Baker Davies Ltd/Entertainment One UK Ltd 2003. Copyright ©2017 Discovery Communications, LLC. ©2017, Lowtech Studios, LLC. All rights reserved. SCIENCE MAD if the Registered Trade Mark of Trends UK Limited.

Toy Fair 2018

Halilit 01254 872 454 Stand E90 Halilit is launching a number of innovative new products at Toy Fair 2018. As well as showcasing the newest Taf Toys collection which retains Taf’s recognised style and quality, the Sounds of the Forest and Sounds of the Lake storybook giftsets will be making their Toy Fair debut as the latest additions to the popular Halilit music range. This new range combines child development with musical play, strengthening the interaction between parent and child during story time. As the stories unfold, children are encouraged to create their own sounds with the realistic, specially designed animal instruments, whilst also practising music-making skills such as rhythm and breathcontrol. In addition to these giftsets, Halilit will also be unveiling TrueDough, an innovative craft range that allows children to make their own modelling dough. With child friendly mixing accessories and patented powders, the craft sets offer children the ability to create their own colourful dough, with little adult supervision required. The TrueDough range comes complete with refill packs, themed giftsets and starter sets, and is an ideal gift for introducing children to imaginative play whilst developing their fine motor skills. Halilit also announces that Rosa & Bo will be accompanying its existing nursery toy offering during its official launch at Toy Fair. Rosa & Bo offers a design-led nursery range with gift packaging. Created in the UK, the Rosa & Bo collection has been influenced by the designer’s years of experience working with new-borns as a midwife. The aesthetically pleasing range incorporates essentials such as Muslins and Pram Pegs. Designed for little hands to hold, and developed to soothe tender gums, the teethers feature Baby Rosa and Bo Bunny characters. Made from 100% soft silicone with gentle mint or rose water flavours, the dishwasher safe teethers support new-born development, stimulate baby's tastebuds and provide relief from the discomfort of developing teeth. To complete the Rosa & Bo collection, Halilit will also be showcasing Nesting Babies, a nursery toy that encourages hand-to-eye co-ordination through interactive play. With a fresh new catalogue, some new faces on the Halilit team and a number of exclusive tradeshow deals on its latest ranges, the company is eagerly awaiting the arrival of the London Toy Fair 2018.

Bruder +49 (911) 75209-256 Stand E21 (The Sales Partnership) The Mercedes-Benz Arocs fire service crane truck is an indispensable helper in any emergency situation involving having to lift and move loads. Thanks to its fully functional reel with integrated overload protection, children will have no trouble recreating construction site scenarios at a scale of 1:16. The angle and extension of the crane are easy to adjust, while four extending and adjustable outriggers guarantee stability. Junior crane operators will find realistic functionalities in the cab, which is fully glazed and features a sliding door, as well as a Light & Sound Module. The MB Sprinter municipal with worker and accessories has now been added to the Bruder range at a scale of 1:16. The vehicle features a tilting loading platform and opening side gates. Plug-in ramps have been enclosed to transport small vehicles. A Bruder construction worker as well as a wheelbarrow, tools, signs and traffic cones have also been included, so children can start playing immediately. The Sprinter features a Light and Sound Module for increased visibility. In addition to three different siren sounds, the module can also output the vehicle's engine sound. The company also now offers the Scania R-Series UPS logistics truck, with three axles, an interchangeable container unit, and a mobile forklift. In this process, the container body of the tractor vehicle can be broken down to individual parts and features swing doors at the rear. An additional option for this vehicle is an interchangeable unit that can be automatically released from the vehicle. It is released by pulling out and extending the outriggers to jack up the container, to enable the truck to move away from the unit. The cab follows Scania's typical, dynamic design. Bruder has developed the Figure-Set UPS logistics range, featuring the well-known global shipping provider, and thanks to the new UPS logistics figure set, children can now delve straight into this fascinating world. Warehouse employees quickly load or unload pallets and transport boxes to and from trucks and vans. Staff skillfully use the electrically driven, manual pallet jack in the process. The set includes a manual pallet jack and various transport boxes as well as common Euro pallets.

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Max Mindpower


The Bear with the Power of Awareness

Max Mindpower plays 4 guided

meditations for kids, complete with breathing patterns to follow

Available in Max Junior and Max Senior versions

Three complementary, colourful books from the series introduce children to Max and how to use him

Ideal for children growing

up in today’s fast-paced world

For more information see: Please visit us at London Toy Fair Stand GH29 Contact: Nikki Collins phone: +353872234097 Email:

Toy Fair 2018

Learning Resources 01553 819 380 Stand D36 Learning Resources is introducing Botley The Coding Robot, a handson, 100% screen free coding activity set. Complementing the multiple award-winning Code & Go Robot Mouse Activity Set, this advanced coding set is complete with 77 pieces and will have young learners coding in minutes. The product is presented in a contemporary square box with sneak peek flap and window, making it easy to merchandise and eye-catching on the shelf. Children can use the remote programmer to enter commands and then press transmit to see Botley in action. Coding mats and accessories can be used to create unique mazes and challenges, and children can attach robot arms to Botley for interactive play. Advanced features include if/then logic, object detection, looping, and black line following. There are also new additions to Learning Resources’ best-selling Playfoam range. The super-squishy, sculpting material is child friendly, won’t dry out, and doesn’t stick to clothes or carpet; perfect for indoor creative play. New Playfoam Pals feature 12 collectible pods that open to reveal a unique animal character encased in Playfoam. Heads and bodies can be mixed and matched for endless character combinations; and children can also look out for the ultra-rare golden pal. The products are available in a POP display of 12 pods or a pack of two. New additions to the popular Design & Drill Construction range include colourful bolts and realistic tools, which bring learning to life and support colour recognition, counting, and fine motor skills. The See-Through Creative Workshop is a new and improved version of the best-selling activity sets. Using a kid-friendly drill, hand screwdriver or combination wrench, busy builders can drill colourful bolts directly into a see-through base, easily following the pattern card or creating their own, custom designs. The range combines imaginative play with construction fun, as little builders get busy with the My First Workbench. Featuring a child-friendly hammer, electric bolt driver, 60 colourful bolts, and 60 nails, My First Workbench offers hours of unplugged learning fun for children aged three and above. Children can hammer and drill directly into the bench to follow designs in the activity guide or make up their own creations. Once designs are complete, everything fits neatly back inside the storage drawer.

Snazaroo 020 8424 3303 Stand B150 Snazaroo has announced the launch of its new Brush Pen range - an industry first that makes face painting clean and easy, designed to bring first time buyers into the category. In the Brush Pen range, the smart combination of paint and brush, along with the precision brush nib, gives both beginners and specialist face painters increased control and accuracy meaning no more separate water brushes, no mixing, and less mess. Snazaroo Brush Pens are available in five different packs, each containing three 2ml colours used in the most popular and fun face painting designs. The Adventure Pack contains red, gold and blue ideal for superheroes, pirates and more. The Halloween Pack contains black, white and orange, and the Fantasy Pack contains purple, pink and silver to use for fairies, princesses and butterflies. The Monochrome Pack includes two black brush pens and one white - historically the two most popular and versatile Snazaroo face paints - and the Jungle Pack contains yellow, green and brown - perfect for transforming kids into lions, tigers and cheetahs. Ideal for quick and small designs, as well as bigger visions, the Snazaroo Brush Pens can be used by both adults and children alike. They have been designed to promote independent play, as they can be used with limited supervision. The paints are also great for more accomplished face painters who are keen to save time and mess, increasing their creativity. The innovation behind the new range is grounded in consumer insights from parents looking for low-level creative activities to do with their children, or for children to do on their own, encouraging transformative play. Additionally, the Snazaroo Brush Pens range targets the millennial market by tapping into the widespread festival face paint trend, with handbag friendly brushes designed to be used on the go. All Snazaroo products are suitable for sensitive skin types and are easy to wash off, while the face paints are fragrance-free and specially formulated to be gentle on the skin. Snazaroo Brush Pens are stocked at Early Learning Centre stores nationwide, with more stockists set to be announced.

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W E N R U O E E S E M O C ! N O I T C E L L O C 8 1 20 Jewellery making Fashion Design Home Decor Beauty Collection

HONG KONG PREVIEW: January 4 -11, South Seas Centre, 75 Mody Rd, Tower 2, Floor 1, Room #65 LONDON TOY FAIR: January 23 -25, Ground Floor, Stand E21 NUREMBERG TOY FAIR: January 31- February 3rd, Room 111, Service Centre Hall 1 NEW YORK TOY FAIR: February 17-21, Booth 6556 Email:

Company Profile


Broadening horizons

Toy World spoke to Pritesh Davé, UK sales manager at the DGL Group, about the company’s recent decision to set up operations within the UK, its hero product ranges, and the retail channels DGL is entering as part of its expansion strategy.

Can you give us some history of the DGL Group? DGL Group is headquartered in Edison, New Jersey, and was founded in 2001 with a focus on consumer electronics and reverse logistics. In 2003, we created an Import/Export division to meet retailers’ needs in consumer electronics through our own brands. We now also have offices in Shenzhen, China, giving us the ability to source the best materials at the best prices; thereby making us one of the strongest manufacturers in the US market. With the inception of our toy division, nearly five years ago, DGL Toys has quickly built a reputation for toys that have unique ideas and branding. Our staff has a long history in product development, licensing and toys. DGL is proud to have licensing partnerships in place with Marvel, Universal, DreamWorks, NFL, Fisher Price and many more. With shipping points in the Far East, as well as warehouses in the US located in California and New Jersey, we are able to meet customer demands quickly and efficiently. Our 200+ employees worldwide work hard to create rewarding business relationships with clients as well as representatives. Our customer base spans multiple retail tiers, including but not limited to discount, mass market retail, e-tail and more, covering the distribution channels of over 250,000 individual store locations in the USA in every marketplace.

How is the company setting up its UK operation, and why have you decided to establish a presence in the UK market? After the huge success and growth shown in the US over the last 16 years, it was time to

broaden our horizons and apply that knowledge and expertise internationally. Step one of this expansion process is to work with retailers directly in both the UK & France with the help of experienced sales personnel, and also working with select partners across Europe to secure placement within these channels. As UK sales manager, this is where I come in. I’ll be operating from our European Headquarters in Leicester, which will be the hub of activity for managing UK and European accounts. However, we’ve already made progress on the continent and have sales personnel on the ground in France, plus partners in Germany. We supply from a warehouse based in Dusseldorf. This is hugely beneficial, not only to us but also to our customers. Given the locality of the warehouse, we can react quickly to customer or market demand. And, in turn, this benefits our customers as they can get stock on a ready basis. One of the main strengths of DGL is that we have so many products to cater for all types of retail. Thus, we have the flexibility to build a strong business relationship with a directory of suppliers, no matter how big or small. It doesn’t end there - we have strong links with distribution channels all over the world, and this really opens up the international market. Our relationships span Central Europe, the Nordics, South Africa, India, the Middle East and many more.

What are your hero products? We’re incredibly proud to hold a patent for our inflatable plush range, a revolutionary concept that takes the plush category to the next level. In order to achieve this, the processes and materials used for the lining and moulds needed fresh development and testing to move it on from the standard filling, to give plush that much needed upgrade. It’s new, it’s exciting, and we’re confident will take the international market by storm, just as it has in the US. The initial product was a generic range of animals, our Inflate-A-Mals, which range from 30” ride-ons to a six foot tall Giraffe, all packed into a neat, portable, merchandisable box. I have to give credit to our in-house team again; they worked tirelessly to ensure we kept on developing, and thus the licensed range was born. As a Marvel licensee, in April we will be launching a 30” Spiderman through to a 7-foottall Hulk and many more characters, from our

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new range Inflate-A-Heroes. With our strength in building relationships and gaining licences, we have now secured the licence to manufacture inflatable plush for Universal too, and with the Jurassic World release in 2018, the sky is limit. We’ll be exhibiting at London Toy Fair (Stand G135) and Nuremburg (Hall 12, Stand B-07-01) so it really is worth coming to see the wow-factor of these products. 2017 saw us achieve a record breaking year with our Hover-1 range. Offering the latest innovation in electronic rideables, our range offers the customer a wide selection of hoverboards, buggies, e-skateboards, e-scooters and e-bikes. It’s also a range which is forever evolving, growing in tandem with technology with our in-house team working tirelessly to make this happen. Having safety as our number one priority, we ensure these products are thoroughly tested while keeping our prices desirable. Black Friday 2017 saw some monumental sales figures at some major US retailers. I’d also like to touch upon our Call of Duty licence. We produce drones and remotecontrolled tanks in line with the licence for this gaming giant. With the latest game having been released in November 2017, the excitement has once again grown around this evergreen licence. Options range from a two pack Battle Drone to a Stunt Drone and Battle Tank which is controlled using a smart phone or tablet.

What retail channels is the company utilising, and how do you think this will benefit both DGL and the retailers? One of our core strengths is having products that cover retailers of all sizes, in every channel. We can supply to supermarkets, department stores, drug stores, and value chains, not forgetting toy specialists and audio specialists. We can offer a huge variety of entry level youth electronics and mobile accessories, right up to exit price point electronic bikes. What’s more, we pride ourselves on our sourcing department. One of our success stories is the time a retailer informed us about a gap in their range, and we were able to source a product within only a few days for them. We accept all challenges, with the confidence and experience to be able to deliver to our customer’s expectations.

Big Friends in Little Packages

We’re o about t blow up

Hy Laniado,Vice President W: (732) 692-5189 C: (917) 617-1988 195 Raritan Center Parkway, Edison, NJ, 08837

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Toy Fair 2018

Trends UK



100 Experiments

01295 768 078 Stand H52 (Wind Design)

The fun way to learn

Trends UK is introducing two new Peppa Pig Electronic Learning Toys for autumn. When kids give coins to Count With Peppa she will count and respond with games, before kids retrieve the coins from the purse on her tummy and start again. Peppa’s Smart Phone features number and music activities, plus a new active learning button that encourages kids to move about. The Peppa Pig Interactive Playmat will also continue to be a big focus for 2018. The whole range will be supported with TV marketing and a specific year-long ELA PR programme securing coverage in all types of media. Safe, Educational Experiments For 2018, Trends’ TV advertised Science Mad brand will be refreshed with new 20 Chemicals & Spirit Burner packaging and three new kits. The new Science Mad Slime Lab kit enables budding Includes 68 page Experiment Manual scientists to experiment with slime, while the Science Mad Fizzy Action Lab allows them to create foaming potions. And with the new Science Mad After Dark Lab, kids can perform glow in the dark projects. This range will be available from summer 2018. The Discovery toy range from Trends UK is inspired by the Discovery Channel, and a range of new Discovery toys will be launched for 2018. The Discovery Pocket Scope is a new handheld microscope for outside investigation of specimens in minute detail, and the Discovery Binoculars & Carry Case are light, portable and child friendly, with 6 x magnification and a built-in compass. Trends UK is launching a sophisticated new Spy X range from late spring 2018. Supported by PR and marketing campaigns, the Spy X range includes a selection of listening devices, laser alarms, night vision goggles and communication devices. Trends UK is introducing the new Guardian Bot into the Xtrem Bots range in the UK. With up to 20 different functions, spy function and 50 programmable actions, the new Guardian Bot also has an ultrasonic detector that will alert kids to the presence of intruders in a room. The Xtrem Bots range has proved successful since launch, featuring Bots that are operated with a remote control or hand gestures. Animated/LED facial expressions show the personality and moods of the robots. Easy to play with straight out of the box, they also have advanced programmable features. toys are based on the gaming phenomenon and YouTube hit, and the range will expand for 2018. The Build-a- Slither lets collectors construct their own creature with connectable colourway pieces. Available as a Blind Bag Assortment with pieces to make one Slither, and a Multi-Pack Card Assortment with four buildable Slithers and one mystery Slither, the Build-a- Slither collection includes rare and ultra-rare colourways. The Paint Sticks range from Little Brian, distributed by Trends UK, is being expanded with new Paint Sticks products. The new Fabric Paint Sticks allow kids to create their own fashion and accessories by painting fabric items and sealing them with an iron under parental supervision. These can then be washed up to 40˚C. The new dust free Chalk Sticks create chalk pictures with no mess, while the new Mini Paint Sticks come in 24 classic, metallic and fluorescent colours, so kids can create artwork with a range of techniques including painting, scraping, stamping, and dotting.


Big Potato 07472 824 526 Stand H46 At London Toy Fair 2018, Big Potato will be exhibiting its new line up of games, with a circus themed stand. Visitors to the stand will be able to see Big Potato’s new range, including a missions game, a family party game, ogres doing yoga, and a cute game starring the world’s most famous internet cat. All will be revealed at the show. Its existing products include Linkee, Scrawl, Bucket of Doom, Mr. Lister, OK Play, Obama Llama, Qwordie, Rainbow Rush, Truthbombs, and Umm. The Chameleon, Colourbrain, and also the official First Dates board game, based on the hit Channel 4 TV show, were launched in summer 2017. The Chameleon is an award-winning family party game devised by legendary board game designer, Rikki Tahta. Played in a group, one person is secretly appointed the role of the Chameleon. The aim of the game is for the Chameleon to try and blend in by working out the secret word without getting caught. The game involves bluffing, debate, and deduction as players try to expose the Chameleon without giving away the secret word. Colourbrain is a simple family trivia game. Players are split into teams, and each team is given 11 different coloured cards. A colour-related question is called out, and the teams answer by placing a colour (or colours) face down on the table. The first team to do so shouts “Colourbrain!” which gives the other teams 10 seconds to answer before the time is up. The First Dates board game is an adult party game that pairs players up on a fictional dinner date and gets them to answer awkward questions. Other players earn points by predicting the answers. To fit the restaurant theme, the questions come in the form of a starter, main course, and dessert. First Dates doesn’t have to be played by couples, in fact, couples might find some of the questions too awkward.

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Toy Fair 2018

Headu 01937 586 237 Stand Gallery 648

Bandai 0208 324 6160 Stand Gallery 600 Bandai’s 2018 portfolio will be presented at Toy Fair with a milestone anniversary, squishy scented collectibles, digital and tech toys, and craze-worthy new girls’ brands. The popularity of Bandai’s Power Rangers range is reaching new heights as the brand celebrates its 25th anniversary and the Super Ninja Steel line launches. All new 12.5cm and 30cm Action Heroes will make their debut and the new Special Ops Ninja Stars have new features such as glow-in-the-dark and velcro. The role-play experience will be enhanced even more by the Ninja Super Steel Blaster; this revving ninja spinner has rapid fire dart shooting action and battle sounds, as well as the Morphin’ Blasters, the Lion Fire Morpher, and the Ninja Lion Fire Blade. In the Megazords collection, the Blaze Megazord is fire-themed with a roulette style launcher, whilst the Simian Sniper Guard has an intruder alert, countdown sounds, motion sensors, and launches five projectiles at once. Kids simply can’t get enough of Smooshy Mushy and Series 2 of the scented and squishy collectibles have a new Do-dat Donuts theme with new characters for girls to meet. The Yolo Froyo collection, with a whole new colour-change element, will add to the range. Bandai will reveal a sneak peek of the autumn/winter Giant Smooshy Mushy as well as other new exciting products. From the creators of Smooshy Mushy comes a new breed of creature called Smashy Mashy. The collectibles will give children the chance to get in on the slow-rise squishy foam action and Smashy Mashy Pets come in yucky, slime reveal canisters with blind surprises inside. The Original Sea Monkeys is set to invigorate the STEM category. This brand combines heritage appeal with a cool retro vibe and educational benefits. The Ocean Zoo set will be the entry point into the range with everything needed to grow Sea Monkeys, and then the Ocean Adventure Zoo will offer even more possibilities with colour changing search lights built in. Following a sell-out wave 1, Tamagotchi wave 2 promises to be just as popular with new styles to fuel the craze for a new generation. Pomsies are wearable virtual pets which react to touch and sound and have over 30 cute interactions. Children can twist and lock their Pomsies around anything for a fashion accessory. Bandai will also be launching Flower Princes, collectibles which transform from flowers to princess dolls. Hidden inside flower buds, the princesses have individual scents, with six different dolls to collect. Visitors to the show should also look out for BBF or Beary Best Friend. The joy of BBF is revealing which surprise doll is hidden inside the plush bear. Each Beary Best Friend arrives with a surprise doll to match as well as a cute t-shirt for the bear, and children can also purchase a Swag Pack to accessorise and customise their BBF Bear and Doll. UBU is the sticky digital world wherein kids can collect quirky figures and play with them in the UBU app. Each figure is made of two halves which can be mixed and matched to make hundreds of unique combinations, and kids simply have to scan their figure to unlock games and collect rewards in the app. Bandai will also display exciting new launches such as Wreck it Ralph, Big Hero 6, National Geographic, Sea Monkeys, and Hyper Cluster.

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At Toy Fair 2017, new exhibitor Headu will debut its innovative learning system LPH. The digital revolution, the growing mass of information, the explosion of the potential of science and techniques, and the acceleration of globalisation, all make it essential to have new ways of thinking and new ways of learning. As a result, Headu has developed LPH, a new system of learning through play. Headu’s founding partners possess more than twenty years’ experience in the edutainment market, combined with extensive marketing and operative practice in the toy, publishing, and licensing sectors, among others. Headu’s innovative system of fun-to-play puzzles and challenges, for children aged 2-10 years, is inspired by several education-based concepts such as Montessori, as well as those championed by one of the world’s leading psychologists, Howard Gardner. By playing with Headu products, children increase competency in multiple intellectual abilities. Each Headu box clearly displays icons which signify the main skill the child will develop as a result of playing with that particular product, simplifying the purchase decision for parents and guardians, and guiding them towards the most appropriate products for their child’s needs. The Headu research centre has developed a rich and stimulating range of products for basic abilities, cognitive processes and disciplines that increase learning potential. The products cover a wide variety of topics, including scientific, expressive and social learning opportunities, and bring the child close to each topic in different ways, and from several points of view, by appealing to several different ways of thinking. This system allows the parent to tailor product-selections to the specific interests, strengths, or specific learning requirements of each child. The Headu approach places the child at the centre of product development, to ensure that children will enjoy the resulting range of games and puzzles. Designed and manufactured in Italy, with the help of English and Italian education experts, each product is made from top quality materials, and has been tailored specifically for the UK consumer. Visitors to the company’s Toy Fair stand will be able to review the product, and learn more about Headu plus the opportunities for the UK market.

A truly unique building system designed for little hands to click & connect easily. Friendly Faces add to the imaginative play.


Come and see us at our Toy Fair stand LONDON TOY FAIR GALLERY - 510

now supported with

Sales: 01189 253270 KNEX.CO.UK

Sponsorship SS’18 & AW’18

Toy Fair 2018

Fiesta Crafts 020 8804 0563 Stand D2 Fiesta Crafts is excited to preview its new Roald Dahl puppets at Toy Fair 2018. The range includes four new fabric hand puppet and finger puppet sets, as well as five individual finger puppets with Fiesta Crafts’ trademark wooden heads. The Charlie and the Chocolate Factory Hand and Finger Puppet set includes the five golden ticket winners – Charlie Bucket, Violet Beauregarde, Augustus Gloop, Veruca Salt, and Mike Teavee, as Finger Puppets. Also available are The BFG with his Finger Puppets Sophie, the dream jar, a snozzcumber and a bottle of frobscottle. Matilda the Hand Puppet comes with Finger Puppet versions of Miss Honey, and the ever scary Miss Trunchbull, and James and the Giant Peach comes complete with a standalone peach, and Finger Puppet insects from the story. The five new Finger Puppets – Willy Wonka, Charlie Bucket, The BFG, Sophie and Matilda are displayed on a branded counter display and are ideal as a pick-up toy for fans of the stories. There are also new introductions in the First Years range. The Spiral Toy, available as a Bee or a Giraffe, is the perfect companion to entertain baby in a cot or buggy. Suitable for infants onwards, the Spiral Toy is a sensory interactive toy that will keep babies happy and occupied. Thanks to the special spiral shape, the Spiral Toy can be wrapped around the cot or the handle of a buggy which allows it to be easily enjoyed and played with. Each Spiral Toy has the familiar soft friendly animal face seen in all Fiesta Crafts baby toys, and several amusing and engaging features. The bright and colourful fabrics have a variety of prints and textures, making the Spiral Toy visually and tactually appealing to tiny, exploring hands. With interactive dangly elements, such as a rattle, a mirror, a squeaky star and a crinkly flower, the Spiral Toy is great for entertaining little ones with amusing sound effects. The mirror part of the toy also has three brightly coloured chew tags. The Spiral Toy can be attached to any cot or buggy using the soft fabric straps at each end of the toy, meaning it can be a long-term favourite wherever children go. There are more new First Years products, brand new Stickabouts products, and new Activity Toys also coming in 2018 – and all are being previewed at the Toy Fair.

Schleich 01279 870 000 Stand Gallery 100 2018 launches vary from exotic new Wild Life figurines and familiar Farm World animals to all new Horse Club characters, evergreen Dinosaurs and Eldrador Creatures. Standing guard over all of this will be the Giant Lion POS atop an impressive 6m gondola – a fixture which retailers can potentially implement in their own stores. Schleich’s Horse Club brand is going from strength to strength and 2018 will see major developments for the franchise. Central to the new range will be Sofia, Hannah, Sarah, and Lisa – the new Horse Club girls who make their debut in June. These new rider figures are fully movable and can ride, sit and grip for realistic play. Children can then add the new Caravan for Secret Club Meetings to their toy box. Children can create stories at the Caravan with a living room, balcony, removable roof, and plenty of accessories for endless fun. The new Large Horse Stable with House & Stable has six rooms and a balcony to explore plus stables, human figurines, and animals, and is expected to be at the top of wish lists by September. Added to this is the Riding Café, where the Horse Club girls can catch up while their horses graze outside. Another key franchise is the rebranded Eldrador Creatures range. This new franchise will include four key collections to explore; the Lava, Ice, Water and Stone worlds will each have three figurines at three different price points to collect such as Stone Monster, Ice Dragon and Hellhound. In 2018, Farm World will continue to offer the best in imaginative play with the most detailed and realistic farm-themed toys. Joining the range is the new Yorkshire Terrier and French Bulldog, whilst the Texas Longhorn, the Herford Cow and Calf, the Brownish Cow and the Black Bull are also to be discovered. New boxed sets will include the Miniature Pig Mother and Piglets set, the Pony Mare and Foal playset, and the Rabbit Hutch and Chicken Coop, which all launch in Q1 with great value price points. For autumn, the Large Farm House will be unveiled. This hero playset has endless accessories and features a farm family and exclusive animals for extra play value. The Adventure Tree House is packed full of play possibilities, and a vast selection of top-of-the-range farm-themed lines is available to retailers. New arrivals for the Wild Life range launching in Q1 will include the Ranger and Indian Rhinoceros Starter Set, the Panda Enclosure set, and the Trap with Ranger, which all have multiple play functions and boxed set value for consumer appeal. Retailers will also have first sight at the show of the 4x4 Vehicle with Winch playset due to launch in September. The 4x4 Vehicle with Winch can transport animals through the Croco Jungle. This true-to-life vehicle also comes with 10 accessories, an adventurous winch rope and an exclusive monkey figure. The Dinosaur range will prove itself number one for dinosaur lovers. 2018 will be a significant year for all things dinosaur, as Schleich will introduce fearsome new reptiles such as the Oviraptor, Triceratops and Tawa, plus the new Dinosaur Set with Cave, complete with two exclusive dinosaurs and multiple new functions.

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Design it, Build it, Ride it. Now you can build in the real world and virtual world then ride in VR with the new K’NECTED app. It’s Thrill Rides like you’ve never seen them before. TV support for K’NECTED line is over 1300 boys 7 – 12 TVRS. SALES HOTLINE 01189 253270 KNEX.CO.UK Come see us at London Toy Fair Gallery 510

Toy Fair 2018

Bertoy (32) 03 777 0533 Stand G46 Bertoy is in full preparation for season 2018, with an assortment full of surprises, as almost one third of the range consists of brand new items. In Crocodile Creek, the company will be introducing several new themes throughout the assortment. These will include Unicorns, Sweet Dreams, At the Races, Ice Age and A Day at the Museum. The latter is an immediate eye catcher with its distinctive packaging, as well as the inventive content of the puzzle. Bertoy believes the nautical theme will be big this year, and is expecting its new Shark theme to be a best-seller. All of these new designs will continue throughout different ranges such as balls, dinnerware, and puzzles. In Tiger Tribe, Bertoy will be adding products to the craft section: sticker sets, glitter tape sets, card making kits, postcards, and gel pens. The classic colouring sets have not been forgotten, with the new Animal All Stars a favourite. With the success of the Unicorn Colouring Set this past season, the new Flock of Unicorns is also a great complementary addition. These miniature sets are a perfect example of pocket sized portable play. Children can take their flock of unicorns everywhere and create their own adventures with the four mini unicorns. Each box converts into a beautifully illustrated back drop for play and display. To help the consumer to understand the concept of the Tiger Tribe brand, in Q1 2018, Bertoy will be launching a new colouring pack, with an opening retail price point of under £10.00. Bertoy will also be introducing the brand Mudpuppy to the UK and Ireland in 2018. This brand, like Tiger Tribe, is focused on the creative side of play and has expanded its range of puzzles for 2018. Bertoy already distributes the brand in Europe and it is delighted to further expand into the UK and Ireland. Bertoy’s top picks for Tiger Tribe include the Mini Memory Game and the Touch & Feel Puzzles for smaller children. The Search & Find and Geography puzzles are educational tools, helping children learn how to count, connect colours and objects, and learn about the earth’s geography. For children looking for a real challenge, the Very Long Puzzle is three feet long and contains four shaped pieces that can be taken out. Bertoy also offers Glow in the Dark Puzzles, which light up in the dark to reveal new underlying images. The Unicorn is extremely popular in this range, but puzzles are also available in new themes such as Superhero and Forest, while the current designs like Rainforest, Fairies, Dinosaur, Outer Space, and Under the Sea continue to perform well.

Award-Winning Augmented Reality Bringing STEAM Learning To Life! #PlayToLearn #AugmentifyIt @AugmentifyIt +447795843772

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Excavate 3 genuine fossils!

Includes a genuine crystal!

Includes a genuine volcanic rock!

Excavate 1 genuine fossil!

Full range available this Spring from Bandai UK Ltd

Meet us at Toy Fair in Gallery 600

Toy Fair 2018

Hasbro 0208 569 1234 Stand Gallery Suites For 2018, Hasbro will be showcasing its latest selection of products across brands including Nerf, Play-Doh, Star Wars, Marvel, and Hasbro Gaming ranges. Nerf continues to bring action-packed fun across its product lines, with blasters for ages eight and up, including the Nerf N-Strike Elite Surgefire, complete with a rotating drum that holds 15 darts, with both slam-fire and pump action blasting; Nerf Mega Tri-Break, with a break-open barrel that holds up to three Mega Whistler darts; Nerf Zombie Strike Revreaper, with visible gear mechanism so battlers can watch the gears turn as they launch the darts and Nerf Modulus Mediator, with numerous attachment points for accessories within the Modulus system, which features over 1,000 different combinations. Play-Doh’s 2018 offering sees new products within Kitchen Creations, including the Spinning Treats Mixer, for kids to bring out their inner baker, using the child-friendly kitchen mixer to press out tons of cookie and cupcake creations. With the Frozen Treats set, kids can make ice cream cones, snow cones, and more with the fun tools. Play-Doh will also be introducing Cranky the Octopus. Mighty Muggs has three different expressions and classic character designs. Mighty Muggs features a push-and-turn mechanism that lets fans change the figure’s facial expression by pushing down on the head. Arriving from the Star Wars assortment are Rey, Luke, Princess Leia, and Kylo Ren, following the release of Star Wars: The Last Jedi, and ahead of Hans Solo, whilst Marvel sees Captain America, Black Widow, Spider-Man, and more. Each sold separately. Hasbro Gaming continues to bring hilarious fun; with Don’t Step In It, players place mounds of brown compound on the game mat, then take turns spinning the spinner to find out how many steps to take across the mat while blindfolded. The player to make it to the end of the mat while stepping in the fewest poops wins.

Dracco 0845 365 3030 Stand F100 Dracco UK is a wholesale distributor with a wide range of toys, collectibles, games and trading cards from the world’s leading manufacturers. The company positions itself as a one stop shop for retailers and prides itself on excellent customer service, ensuring that all orders placed before 5pm will be despatched the same day. The company offers a carriage paid minimum order of just £150.00 for next working day delivery in the mainland UK. With an extensive product range, retailers can buy a little bit of everything, instead of having to meet large minimum order quantities. At Toy Fair this year, Dracco will be presenting a range of products on its brand new stand, in a new area of the hall. As the official distributor to the toy trade for Deagostini’s Magiki, Dracco will be showcasing collectible new Magiki Ladybirds, due for launch 31st January, alongside boys’ collectible Piranhas & Co. Magiki Princesses and Magiki Unicorns are due for release later in 2018. Magiki Ladybirds will be TV advertised with strong coverage across the first four weeks of the sale period, and print advertising is also in place for the range. As the official distributor for Yu-Gi-Oh!, Dracco is pleased to announce that there will be live demonstrations of the game taking place on its stand for the first time. Visitors can find out all the information on the latest releases, plus how to become an official stockist and tournament organiser. Dracco will also be presenting other trading card lines including Pokémon, Cardfight Vanguard, Magic the Gathering and a comprehensive range of Ultra Pro card protection products. Pocket money lines will include Magic Box Toys’ new collectible range Superzings, plus blind bags My Little Pony, PJ Masks, and Trolls. Toy lines from Tomy include Lamaze, Lightseekers, and Pokémon Toys, while Dracco will also be presenting family action and board games from University Games. Glimmies Aquaria, Exogini, and Stickle Bricks will be on show from GP Flair, and Hasbro products will include My Little Pony, Littlest Pet Shop, and Play Doh, as well as many more products on display from Dracco’s extensive offering.

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Come and see us on stand Gallery 120 at London Toy Fair! - I N T R O D U CI N G -

Exciting IPs, New SKUs & Exclusive Opportunities!

Contact us to book an Appointment today!

- F E A T U RI N G -

Toy Fair 2018

MV Sports 01217 488 000 Stand B30 For 2018, MV will be presenting 12 new character ranges, eight range refreshes across licensed and own brand, plus an exciting array of innovative product launches across the entire spectrum of wheeled and outdoor toys. With the tag line, “In to the night to save the day!” the company’s new PJ Masks collection is already taking the wheeled market by storm, and MV has a colourful multi-character core range and a 6v battery-operated Catboy car. Paw Patrol is on a high with MV’s award-winning range of wheeled toys, including authentic moulded ride-ons, scooters, skates, and bikes. New to the range for 2018 is Marshall’s Fightin’ Fire truck which is packed full of features, including a bubble machine hose, forward and reverse gears, and flashing lights. Joining the Paw Patrol range this year is a multi-character tri-scooter, trike, inline scooter, 2 in 1 scooter, tri-inline skates, and toddler skates. In addition to evergreen pre-school ranges such as Thomas & Friends and Peppa Pig, there are several exciting introductions: Rusty Rivets, Nella the Princess Knight, and Super Wings. Each range features a selection of bikes, scooters, skates and helmets, which are uniquely differentiated with bold designs and characters. In the evergreen girls’ arena, Disney Princess and My Little Pony continue to lead the way. Both properties have been strengthened with the addition of innovative products, such as the 3 in 1 Scootin Suitcases, 2 in 1 scooter and 3 in 1 light rider scooters, all offering a point of difference in the market. MV will also be unveiling ranges based on the hottest new licences to hit the streets. L.O.L Surprise!, YouTube sensation Jojo Siwa, and Hatchimals are all very popular right now and demand is expected to be high for the bespoke branded scooters, bikes, and skates. MV’s action based licences are stronger than ever; spearheaded by the formidable trio of Batman, Avengers, and Star Wars. Joining the line-up for 2018 are Ben 10, Justice League, Avengers Infinity Wars, and Jurassic World. Each property will showcase a range of bikes, skateboards, and scooters. MV has also been busy with own brand products, with a new range of tepees under the new Wigwam brand, which offers a variety of materials, designs, shapes, and sizes. Established ranges such as Wired, Grow and Go, and E-moto have all had a refresh with new colours and modern designs. Also available is MV’s new collection of sporty Electrick scooters with edgy new designs and trade up features. Hedstrom outdoor play equipment, Kickmaster football, and Stunted extreme scooters are all sector-leading brands and deliver huge turnover potential in the spring/summer season. In particular, Kickmaster has several new introductions to capitalise on the heightened demand for football products in the run up to the 2018 World Cup.

Paul Lamond 0207 254 0100 Stand E50 An innovative new range of fun, high energy board games will be launched by Paul Lamond this year. Previewing at Toy Fair will be a series of new, fun-packed games, set to entertain the whole family, that will include Reveal, Stupid Deaths, and Kersplatt!. Available from February, the hilarious, fast-paced, family board game Kersplatt! is a high energy, tactile, but strategic board game that will see players Kersplatting opponent’s pieces in an attempt to be the first to get two pieces home. Players have to be creative and make their own play pieces with the modelling dough provided, then it is all to play for as they race home, Kersplatting their opponent’s creative masterpieces along the way. Reveal is a trivia-style board game with a difference. Players have to guess the hidden movie, TV show, and song titles to gain medals and win the right to walk the red carpet and be crowned Champion of the Titles. To win medals a player must choose a category, then the first initial of each word in the title is revealed, if the player’s guess is incorrect the next letter in each of the words is revealed. The quicker the title is guessed the more medals are won. A spooky board game for 2018 is Stupid Deaths. This creepy game comes packaged in a tombstone shaped box, but players have to work out just how did they die. They have to read out the tragic and, sometimes unbelievable, circumstances on how the person - some famous, some not so - met their end and decide if it was true or false. In addition to these blockbuster family board games will be a fun, travel-size Now That’s What I Call Music Card Game. Following hot on the heels of the successful Jamie Raven Magic Range launched last year and in support of his new UK 2018 Tour, there will be a new Jamie Raven Ultimate Magic Set released later in the year.

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No1 and Still growing... VTech are No1 in the infant and toddler catergory for 2017!

Head over to Gallery 500 to see over 100 NEW items for 2018! * Y2D NOV NPD 2017


Toy Fair 2018

DGL Group 01162 081 246 Stand G135 At Toy Fair, first time exhibitor DGL Group will be presenting its award-winning hero range of patented inflatable plush. The revolutionary range has taken this traditional toy category to the next level with a much needed upgrade. The success of the company’s generic Inflate-A-Mals has led to DGL being signed as a Marvel licensee; the first licensed product range, Inflate-AHeroes, will be available from spring. Further licence agreements and product options are in the pipeline. DGL’s inflatable plush is patented, meaning only DGL Group can produce it globally. The product is machine washable, lightweight, hypo-allergenic, and soft and cuddly like any traditional plush. Portable and easy to store, if parents or kids want to put the toys away for an evening all they have to do is deflate them. This makes them ideal for families who like to travel, saving space in kids’ suitcases. The plush are presented in a compact and portable box, meaning retailers can display them either on shelves or aisle ends with ease. The generic Inflate-A-Mals range consists of four 30” ride-on animals - a horse, giraffe, cow, and the on-trend mythical unicorn. The next sizing band up offers plush fans a variety of five foot tall/long animals, with a bear, panda, unicorn and dog available. As the statement products of the range, the head-turning six foot tall giraffe and bear offer retailers truly eye-catching in-store display options. The licensed Marvel Inflate-A-Heroes range offers all the same advantages of the Inflate-A-Mals, but will appeal to superhero fans in particular. The range includes 30” characters which will stand upright – Spiderman, Captain America (complete with his shield), and Ironman are proving to be the most popular characters in the range. At the bigger end of the range is the seven foot tall Incredible Hulk. DGL hopes that this range will offer retailers a sense of what the company is looking to achieve with this product area, and will be announcing further licensing news in due course. DGL’s Hover-1 range owes its success to the continuous product development and innovation, with the company’s design team working hard on fresh ideas to ensure the product range benefits from longevity in the marketplace. With safety at the forefront of design, DGL undergoes rigorous testing of its products to provide peace of mind to kids and their parents, while still keeping prices attractive. The Hover-1 range currently consists of a wide selection of hoverboards, buggies, e-skateboards, e-scooters and e-bikes. Best-selling hoverboard Ultra is available in five colours, is UL Certified, has customisable LED lights, IPX4 rating waterproof, and travels at up to 10mph. There are also options with built-in Bluetooth speakers. Ultra saw a record breaking sales year in 2017, and a record breaking week during Black Friday. The Cruze Skateboard was invented in-house, and boasts footpad technology for ease-of-use. Kids are not required to hold a remote, allowing them to ride it like a traditional skateboard should they choose to. With maximum speeds of 11.2mph, and an easy-to-hold handle built into the body of the board, Cruze is an ideal purchase for any level of skater.

Playmobil 01268 548 111 Stand Gallery 210 Playmobil is welcoming a number of new ranges to its toy offering for 2018. This year, Playmobil will offer retailers hundreds of products that will entertain children throughout the UK and Ireland. All ranges will continue to have a key focus on imaginative and creative play, remaining true to the tradition of the toy manufacturer. One of the ranges being introduced for the first time this year is Aquarium. This range will feature a number of sets, including the Aquarium, Aquarium Shop, Penguin Enclosure and Aquarium Enclosure. In addition to this there will be six animal packs, including Sea Turtle with Babies and Seal with Pups, both of which float on water, and Octopus with Baby, which changes colour when submerged in water. As the awareness builds in anticipation of the next royal wedding, 2018 sees the launch of the Playmobil Wedding range. This range features the Bridal Shop, Wedding Limo, Wedding Reception, Wedding Ceremony, Flower Children and Photographer. Available from March is the new Horse Farm range. This new range comprises nine sets, including Horse Farm and Horse Show. The Horse Transporter features a detachable roof, opening rear doors and a fold-out lamp. This will be complemented by a new free app, available at the App Store or Google Play, and by four new Horse Professionals packs. Whether purchased as individual sets or as an entire range, the new Horse Farm range will appeal to all horse-loving children. In April the new Fairies playsets will bring a touch of sparkle to playtime. Featuring unicorns, fairies and dragons, this new range taps into the current trend for all things magical and mystical. There will be 10 sets available, including the Magical Fairy Forest with luminous flower lantern, the Enchanted Fairy Ship which floats on water, and the Mystical Fairy Glen with a colour changing light-up central flower. In June, the Playmobil Top Agents are back, supported by a new online film and free app. The range features a variety of vehicles and sets. The SpyTeam Battle Truck comes with figures, a hidden jet plane and shooting mechanism. It also floats on water and can be upgraded with an underwater motor for extra speed. Youngsters can make the most of these functions to battle Dr. Drone. Dr. Drone’s Pickup includes a variety of weapons as well as opening doors and a detachable rear section. All new ranges will be supported with marketing and PR activity, with key product ranges receiving additional TV and print advertising as well as wider consumer PR activity.

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Join us at London Toy Fair Stand GH58 for the UK launch of MiniMaster FOOTBALL, featuring two fun & challenging ‘real action’ games and an innovative 1:8 scale Footballer


with options to Play, Display and Customise !




+44 (0) 1424 400202

Toy Fair 2018

A.B.Gee of Ripley 01773 570 444 Stand B40 Following on from a successful 2017, 2018 is already shaping up to be a productive year for A.B.Gee. The company signed an exclusive deal at the end of last year, enabling it to bring a range of wooden products to the UK market from manufacturer Tooky Toy. Tooky Toy has been making a range of high quality, durable wooden toys for more than 15 years. All the company’s products are designed to encourage a child’s imagination through creative play. The range not only meets but exceeds the strictest international standards - plus it is FSC accredited, ideal for the eco-minded parent. The Tooky Toy range offers a comprehensive product offering, and includes eye-catching designs across infant, push & pull, educational, puzzles, music, furniture, scene and outdoor toys. Examples will be on display on the A.B.Gee stand at the London Toy Fair. A.B.Gee will also be representing many more big names in the toy industry, in some cases exclusively. Visitors to the fair will be able to view the new lines from Mattel, MGA (including Little Tikes and Zapf), Science4you, Make it Real, Dolu, and Trefl puzzles. The company is also working closely with Hasbro, and will have the latest spring/summer lines on display. A.B.Gee’s large trade stand will have the very best 2018 products on show, all in one place, demonstrating the company’s ‘one stop shop’ approach to supplying wholesalers, high street outlets, online stores and independent retailers alike. The company will have dedicated display areas featuring great value toys for all ages. With toys and games for early years, boys, girls, role play, wooden, craft, pocket money, puzzles, games, outdoor, remote control, quad-copters and die cast, the team at A.B.Gee is sure that its extensive range enables them to offer an unrivalled collection of products directly from one supplier, enabling retailers to maximise their sales and profit throughout 2018 and beyond. Other fair highlights will include products from the new company Tell Tails. The range of wearable, easy to attach animal tails first appeared on the BBC programme Dragons Den, and allows kids and adults to become a fox, cat or even a crocodile. This year, Science4you, the award winning scientific educational company will again be present at the fair, with a large dedicated stand linked to the main A.B.Gee area. Science4you offers a range of STEM educational toys and games, designed in partnership with the University of Oxford and the Discovery Channel. With Science4you’s kits, kids can learn about DNA, fossils, chemistry or even how to build a Jurassic volcano. A.B.Gee will also be presenting names including Play-doh, Star Wars, My Little Pony, Barbie, Disney Princess, Baby Annabel, WWE, Marvel Avengers, Peppa Pig, Fisher-Price, Little Tikes, Thomas & Friends, Num Noms, Nerf, Hot Wheels, and many more.

Stand Gallery 175





500s piece




500s piece



5 Jan 23 -2 a Olympi n o d n Lo H30 Stand rd


Come and see the full range at the London Toy Fair and Spring Fair International Kidicraft Limited Tel : +44 (0)1282 505988 Email :

SPR INTER ING FAIR NA 4 th-8 th TIONAL F Birmin eb 2018 gham N Hall 5 Stand EC E01

Toy Fair 2018

Jazwares 020 3598 5119 Stand B100 Jazwares will be unveiling a new movie property, extensions to its hottest brands, as well as new distribution lines at London Toy Fair. Visitors can expect to see a refresh for the hugely successful online game, including all new characters, vehicles, and play sets, and a comprehensive offering for girl gamers, all supported by heavyweight marketing. Jazwares will also be revealing a range for new brand Hotel Transylvania, including collectibles, plush, and fashion dolls – launching in summer 2018 to tie in with the theatrical release of Hotel Transylvania 3. The company will be introducing new characters from its Christmas 2017 favourite brand, Fingerlings, to excite the ever-growing fan base. Also new for 2018 will be a range of Helix outdoor products which are set to be a major hit for spring, coupled with a robust TV marketing campaign. Visitors will also get to see all-new product ranges for pre-school properties Bob the Train, Farmees, and Bottle Squad. Roblox is the largest social platform for play that allows kids to imagine, create, and play together in immersive 3D worlds. Over 22 million user-generated online games have been produced on the Roblox platform with over 64 million players visiting Roblox every month to create adventures, play games, role-play, and learn with friends in a family-friendly environment. Roblox is accessible on all modern smartphones, tablets, desktops, Xbox One, Oculus Rift, and other popular VR platforms. Metalfigs by Jada are distributed in the UK by Jazwares, and feature authentic character likeness. Each posed Nano figure is made of 100% die-cast metal and stands about 1.65" tall. Each has premium metallic paints, to achieve a high-quality appearance and durability, all at a Nano price. The new Nano MetalFigs line launches with characters from DC, Harry Potter, Marvel, and WWE, and each brand will have 20+ figures to collect from launch. Many more of the most collectible superhero and pop-culture brands will be coming to the line. The Nano figures will be sold in single, five, and 10 packs with the five and 10 packs containing exclusive figures.  Jazwares' portfolio also includes: Minecraft, Peppa Pig, Paw Patrol, Nerf and Chuggington, among others. Jazwares' goal is to invent toys and related products that are new to the marketplace, featuring the brands kids want at affordable prices.

Funrise 01908 555 640 Stand G90 Visitors to the Funrise stand at Toy Fair can expect to see a range of new products including a new girls’ collectible brand, new ways to play with bubbles, and new construction vehicles from Tonka. New to the Funrise portfolio is Starry Eyed Surprise, a plush blind box collectible series. Each plush pet is packaged in a spaceship for kids to unwrap, revealing one of the Starry Eyed Surprise collectible plush pets along with other surprises. Kids can collect 28 different pets, ranging from common to ultra-rare, to increase collectability. To drive excitement for the new brand, Funrise will be releasing new animated webisodes on the Starry Eyed Surprise YouTube channel, prior to the product launch in autumn 2018. With an extensive array of premium bubble solutions, bubble toys and bubble machines, Gazillion offers products for bubble fans of all ages. Gazillion Bubble Pong is the first game of its kind, letting kids blast their opponents with bubbles. Players can bounce ping pong balls into their opponent’s side to score points and blast them with Gazillion premium bubbles. When the game is over, Bubble Pong can be switched to bubble machine mode for a non-stop bubble party. Also new is Gazillion Crazy Wands. From bunny teeth to vampire fangs, these photo-booth style Crazy Wands are ideal for parties. The pocket-money-priced sets include two wands, a dipping tray and an 8oz bottle of Gazillion premium solution. Tonka fans can look forward to a range of new styles in the collectible Tonka Tinys vehicles range, along with further playsets to broaden the product offering. The Tonka Tinys world will expand even further with the new Tonka Tinys Carrying Case Playset; the playset is not only a great place for kids to store their Tinys garages, but also opens into a construction site playset, to keep kids entertained on the go. Also new for autumn 2018 is a range of construction themed light & sound vehicles, including a dump truck, cement mixer, front loader and excavator. Each vehicle has sounds that change depending on how kids interact with the vehicles. The Tonka line is rounded out by an assortment of lights & sounds vehicles within the Minis and Mighty Motorised segments with all new sounds and decoration, as well as the brand’s iconic range of Steel Vehicles. The Steel range is also seeing expansion with the new Steel Excavator, featuring a working front scoop and, of course, the Tonka lifetime guarantee.

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Toy Fair 2018

Cheatwell Games 02392 524098 Stand F20 Baffled joins the Cheatwell collection after previously being part of the Spears back catalogue. An entertaining memory game, players have 60 seconds to memorise the board before the pieces are covered up. As the game progresses the covered pieces swap and change positions around the board. Designed so that both adults and children have an equal chance of winning, Baffled helps develop memory and concentration skills. Polar Panic is the newest title in Cheatwell’s round tin games series. Last year, Silly Safari, Lift Off and Caveman exceeded all expectations, and so the company set about developing a new game to join the collection. Polar Panic is a fast paced fishing game in which everyone plays at the same time to try and spot matching fish. If a player turns over an Eskimo, all the cards go back face down; if they turn over a polar bear, however, it might be game over. This clever twist on the traditional gaming format allows players to decide how to finish the game – play either stops when the polar bear is found, or players can pick him up and take a forfeit. For fans of the squeeze popper range there are four new characters – a pink Unicorn, a Sloth, an Owl and now a Poo popper. Offering the same air-powered entertainment as the rest of the range, kids simply pop a soft foam ball into the character, squeeze, and watch the ball fly up to 20ft. These products are safe for indoor or outdoor use, and require no expensive batteries. Cheatwell continues to offer a mixed case option for qualifying independent retailers on some lines. This helps smaller stores who are keen to try out a wider selection of their games.

Click Distribution 01604 877 888 Stand - Gallery 120 The forthcoming year presents an exciting time for Click, not only due to the fact there are new products it will be distributing, but because it is launching two of its own IPs. Following Hong Kong, Toy Fair is the perfect opportunity for Click to showcase everything it has planned for 2018. Meegos; the company’s first IP, are collectible, handmade, crochet plush inspired by the Japanese art of Amigurumi. Collectors can match their Meegos with Mini’s to complete their family tree and uncover all their personalities and habitats at The beauty of this product is not only bringing the collectability factor to a range of extremely cute, handmade, crochet toys, but who Click and every Meegos customer is helping in the process. Every purchase of Meegos and Mini Meegos will make difference in helping over 200+ villages in Bangladesh bring sustainable, regular, and flexible employment and an opportunity to give their children a better life. Series 1 will be hitting shelves in March, followed by Series 2 in autumn/winter 2018 and Series 3 in spring/summer 2019. The Meegos range will be supported by a heavy-weight marketing campaign including TV advertising, Social Media advertising, PR, and in-store activity with selected retailers. Continuing the collectible trend is Click’s second IP, Bijou Bracelet, which are interchangeable beaded bracelets whereby users can collect and swap all their favourite colours to create their own unique combinations. The bracelets will be launching in March and will be supported by a heavy marketing campaign including TV advertising, social media advertising, and PR activities. World Cup Russia 2018 is fast approaching and Click is eagerly anticipating the launch of the Official Panini World Cup 2018 Sticker and Trading Card Collection. The Trading Cards will launch at the end of February followed by the Sticker Collection in March. Panini’s marketing campaign this year is the biggest ever for a sticker or trading card collection. #GotGotNeed has taken the social media world by storm and has created a social playground for collectors alike to swap and trade their stickers online, having resonated so successfully for their Rio 2014 and Euro 2016 collections. Worlds Apart boast a strong line-up of products this year, including a range of Ready Beds, Go Glows, Room Accessories, Outdoor Toys and many more. Most notable though are two new products, Scruff-a-luvs and UVlog, which Click is expecting to be in the Top 10 Christmas Toys. Both are completely on trend and will benefit from hard-hitting marketing campaigns kick-starting in July. Click will be featuring a new selection of collectible 3D Hangers and figurines from hugely popular Gaming licences, on-trend TV series, and re-emerging licences including the likes of Harry Potter and Hello Kitty. The company will be also be launching new spring/summer 2018 jewellery lines, featuring licences such as Paw Patrol, Shimmer & Shine, Despicable Me, Trolls, and latest signing Molang.

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Toy Fair 2018

John Adams 01480 414361 Stand G100 Continuing to build on the company’s successful heritage within its creative play craft range, the 2018 portfolio boasts over 20 new and refreshed product lines. Face painting is easier with Face Art. Children can just choose a stamp design, paint it, and apply for perfect results every time. It’s easy for parents to apply on their child, for friends to do together, or for a child to do by themselves. The Hair Wear range enables kids to make fashion hair accessories to wear and share; either in their own hair or as colourful jewellery and pretty bag decorations, and with the new Glitterizz range, they can personalise pictures with five themed sets to add sparkle to, while keeping mess to a minimum using a special tray and funnel. eZee Beads has added four new lines across key price points, including Emergency Vehicles, Trucks, Jewellery, and a Blossom Tree set. Due to popular demand there’s also a new refill and accessory pack for added play value. The hugely successful Blopens range is extended with mini pen sets at pocket money prices, with a cute Puppies and Kittens themed set. Pre-schoolers can bring their imaginations to life with the Playstuff Dough Play Worlds. This unique range of dough kits all come with fold out double play area packaging, which is wipe clean and has a beautifully illustrated play scene on it. Fun Bricks is a new range of building blocks for children aged 1½ and up, and is available in 35, 50 and 100 assorted pieces. John Adams continues to perform strongly in the action science category. Rainbow Science allows kids to create colourful and rainbowed themed projects. Code and Connect teaches first steps in coding, circuit building, problem solving, planning and sequencing, with the help of Volty, the fun codable robot. The Mission to Mars set has five space related projects for kids to complete. Building on the huge global success of the Soggy Doggy Game, Soggy Doggy’s Friends are squishy and hilarious interactive pups with their own personalities. Children can take them for a walk on their lead, watch them chase their tail, and even hear them snore. Following the popularity of Giggle Wiggle and Mr Bucket, John Adams’ range of Ideal branded games grows in strength and volume. New for 2018 is Mr Pop. Children pick a card and race to quickly build Mr Pop’s face matching the card, before he springs up and sends all his pieces flying. Hamster Race is the hilarious and adrenalin-fuelled action game. Players line up hamsters on the starting grid, roll the dice, and race them around the track filling their pouches with cheese, before they make a dash for the wheel. Children can also test their nerves with Tumbling Monkeys, as they pull out the sticks from the tree without letting the monkeys fall. Further products include Rubik’s Battle, Rubik’s Flip; action games Pointz , Grabolo and Slam It! and TV based Five Gold Rings and Strictly Come Dancing board games.

Inside Out Toys 01908 969 969 Stand GH25/26 Jumini will be attending The Toy Fair for the very first time this year, following a successful brand launch in September 2016. The Jumini range of sensibly priced, beautifully finished wooden toys has grown enormously since then, and the company is now excited to be able to share its licensed Mr Men Little Miss collection. Mr Men is a classic brand, loved by generations. The basic shapes and bright colours epitomised by the characters feature in a gorgeous selection of My First Mr Men & Little Miss wooden toys, including a Mr Tickle Bead Maze and a Mr Men Little Miss Shape Sorter, which was selected for The Guardian Christmas Gift Guide this year. Adam Hargreaves will be on the company’s stand on Tuesday 23rd January, producing some signed illustrations for buyers who visit that day. The retro style toys will strike a chord with parents and grandparents alike, and the collection will be available to order at the Toy Fair for immediate delivery. Alongside the Mr Men collection, Inside Out Toys has also added to its existing Jumini range with a range of foldaway toys – a fire station, a police station, and a unicorn castle. These make great gift items at affordable prices. Additionally, there are two new larger items – a wooden dolls house which includes a set of furniture and two people, and a wooden multi storey garage including cars. Jumini now has agents covering Scotland, Ireland, Wales, the North East and the Midlands, and is still actively looking for additional people to cover London and the South.

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Toy Fair 2018

Kidicraft 01282 500 899 Stand H30 With dinosaurs very much at the forefront of the news in the film world, Kidicraft introduces several new 48-piece Super 3D Dinosaur Selfies based on the colourful and often comical artwork of British artist Howard Robinson. Nature forms the basis of Howard’s artwork, and Kidicraft’s Selfie puzzles for younger children which feature his work, introduced during 2016, have twice won an Independent Toy Award. As well as Super 3D Dinosaurs there will be further National Geographic Kids Dinosaur 150-piece puzzles on the way, in addition to the four versions already on the market. Space and solar system products are always popular too, and to further appeal to this part of the market Kidicraft will expand with products featuring planets, stars and moons and satellites. National Geographic and National Geographic Kids products have formed a large part of the Kidicraft Super 3D spectrum, so as well as more magic motion puzzles for 2018 there will also be children’s table mats, wall posters, postcards, notebooks and bookmarks added to the range, all of which feature animals from the cute and cuddly to the wild and fierce. Unicorns, fairies and dragons have always appealed to a child’s imagination, and so Kidicraft will be supplying a completely new range featuring puzzles and notebooks based on the designs of Londonborn artist Anne Stokes, who is famous for the fantastical and mythical design of her pictures. Also on the way is a new fantasy range using images that are exclusive to Kidicraft, plus spiralbound notebooks using various Rubik’s designs. These will be introduced a little later in the year, but samples will be available for forward ordering at Toy Fair.

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Milly&Flynn 01242 241 765 Stand B115 Milly&Flynn is expanding its range of award-winning licensed products with the launch of its Gruffalo and Art Ninja collections. The Gruffalo is one of the world’s best-loved picture book characters. The story of a resourceful little mouse facing great danger, written by Julia Donaldson and illustrated by Axel Scheffler, is a true modern classic that has sold more than 17.5m copies across the globe. In time for Christmas 2018, Milly&Flynn is bringing out an exclusive range of gifts and games featuring the monster, the mouse and a host of other characters from the story. The range includes snap cards, a snakes and ladders game and a jigsaw puzzle – which comes with five chunky wooden characters for little ones to play with. A Gruffalo height chart, with progress stickers to record how quickly little monsters are growing, a five-piece dining set and a money box complete the collection. CBBC’s Art Ninja is another new licence for Milly&Flynn. A popular children’s TV series, hosted by Ricky Martin, Art Ninja is the BBC's flagship art show for children aged 6-11. Now filming its 4th series, the show combines sit-com, skateboarding and art, moving crafting away from pompoms and sticky-back plastic and into the realms of street art, animation and sculpture. The Milly&Flynn Art Ninja range of craft kits offers art-loving youngsters a product range that reflects the values of the TV show. Kids can try their hand at screen printing, put on a shadow puppet theatre show, construct a working animal automaton, create a kaleidoscope, build an elastic band powered car or make a movable string puppet. Each kit has been carefully created to provide kids with everything they need to get started, with the freedom to put their own unique stamp on their creations. These kits make ideal gifts for creative kids.

Toy Fair 2018

Funko 0203 376 3223 Stand E130 Funko Europe is exhibiting for the first time this year, and will be presenting a host of products on the company’s stand, including the highly sought-after Pop! Vinyl figures, along with other collectibles, homewares, and plush. It will also be showcasing the new Loungefly bags, purses and accessories collection. Funko will be displaying its eye-catching, distinctive Pop! Vinyl figures, bringing the hottest licences from its collection of over 200 Pop! properties, including Star Wars, Harry Potter, Stranger Things, Marvel, and DC. Fans of TV, film, gaming, sports, and anime will all have plenty to choose from too. Franchises on display include Overwatch, One Piece, Rick and Morty, Lord of the Rings, and Dragonball Z – plus much more. Visitors will also get an advanced look at some of the new and upcoming ranges – including Premier League football (featuring players such as Zlatan Ibrahimovic and Eden Hazard, and teams like Liverpool, Manchester United, and Chelsea), and the recently announced James Bond range. There will be product and range reveals happening at the show, including Pop! Vinyl, so visitors should keep their eyes peeled for more announcements. Visitors will also get the chance to see some of Funkos’ other lines – mini figures (the addictively collectible Mystery Minis and Pint Size Heroes) as well as Dorbz, Rock Candy, Action Figures, and Vynl, as well as the new Hero World range; 4” figure sets featuring Five Nights at Freddy’s, with many more licences to come. With a wide range of styles and sizes on display, there’s lots to appeal to all pop-culture collectors. There will also be plenty of plush on show, including licences such as Star Wars, Marvel, and Harry Potter. Funko’s newest Star Wars: The Last Jedi range features the Porgs, as well as droid BB-9E and the Praetorian Guards, all with their own distinctive sound effects. Funkos’ homewares range spans across licences such as Star Wars, Marvel and DC, and products include egg cups, mugs, teapots, storage tins, spatulas, bottle-stoppers, and pizza cutters. Also available is the talking Porg Cookie Jar with sound effects. A recent acquisition that speaks to the heart of Funkos’ pop culture ethos is Loungefly – a new range of bags, purses, and accessories. Featuring eye-catching, statement pieces that will appeal to even casual pop culture fans, the Funko team have a broad collection on display, from licences such as Disney, Marvel, and Star Wars.



Tel: 020 8789 2081 Fax: 020 8789 2472

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The market has gone mad for magical creatures, so stay ahead of the game and stock up on mermaids! We have putty, lights, bath squirters and more, all featuring a selection of friendly sirens from the sea.

Place your pre-order today tel: 01603 397 105 email:

Or come and find us at London Toy Fair 23-25 January 2018, Gallery 305, Olympia, Kensington, London

A World of Fun!

Toy Fair 2018

Cartamundi 01268 511 522 Stand H1 In addition to a number of exciting new product ranges, Cartamundi, the world’s largest card and board game manufacturer, will be unveiling its eagerly anticipated online prototyping platforms Make My Game and MyCards. Cartamundi’s award-winning Fundels range will be on display at Toy Fair, including the new addition Clock Reading. These card sets allow kids to learn through play in a way that is fully aligned with the UK national curriculum. The company’s card brand Shuffle is going from strength to strength, with new additions in Shuffle Aqua and Shuffle Go added to the range for 2018. The waterproof, plastic Shuffle Aqua cards can stick to the side of the bath or bathroom tiles, allowing kids and their parents to enjoy card games during bath time. The Shuffle Go range allows for gaming on the go, providing a variety of iconic board games in card form. 2018 will see the company introduce Colour Addict; a best-selling game in France in which players are challenged to match words with the correct colours. Double Domino with Disney Princess and Rainbow Rummy with Minnie Mouse will also be added to the range. The Shuffle Fun range covers all major kids’ licences at pocket money price points, including Paw Patrol, Frozen, and My Little Pony. New licensed additions will include Incredibles 2 and Jurassic World: Fallen Kingdom, ideal for dinosaur fans and little superheroes. A further licence based on a popular pre-school animation will be also be announced at the show. Finally, to celebrate the 90th anniversary of Mickey Mouse, the company is launching a Game Box and a Game Box Compendium, both presented in an eye-catching 1920’s retro box. The Game Box offers kids eight card games and 16 dice games, plus Yatzee. The bigger Game Box Compendium offers all these dice and card games, plus Happy Families, Dominoes, Yatzee and Pairs. Toy Fair 2018 will mark the unveiling of the eagerly anticipated Make my Game, this platform makes game design accessible to anyone, by allowing budding inventors to create and their very own board game complete with playing pieces. Users simply upload their design, and Cartamundi will prepare and manufacture the game, ready to ship to any address. The company expects the platform to go live in February, having undergone extensive design and development in 2017 for a premium user experience. Tapping into the current trend for personalised goods and gifts, Cartamundi’s MyCards allows card fans to design and personalise their own deck. Cartamundi can work with retailers both large and small to set up a dedicated page on their own website, where users can order their cards, ready to collect instore or ship to their own home. Any retailer is welcome to sign up to the initiative, and, as Uno licensees, Cartamundi can also personalise Uno decks for added play experience. This service will undergo a full rollout from February.

AugmentifyIt 07795 843 772 Stand GH30 Peapodicity is an award-winning transatlantic educational technology company focused on bringing Science, Technology, Engineering, Arts and Maths (STEAM) learning to life with new and engaging interactive, education brands. The company is debuting AugmentifyIt, an award-winning Augmented Reality (AR) brand consisting of a range of specially “augmentified” educational STEAM toys that work with a free AR app called AugmentifyIt. Designed to engage both little and big kids, this is the only AR toy brand completely focused on STEM and STEAM, designed by a team with strong science and technology experience. Debut product AugmentifyIt AR Space Cards Quiz Game won the Gold Award for Best Science Toy in the Made for Mums Toy Awards in October 2017. Toy Fair will see the exclusive launch of an updated version of this toy as well as the next new AR Card game from AugmentifyIt. Visitors to Toy Fair will be able to meet London-based Peapodicity CEO, Ahrani Logan, and Chicago-based CTO, Brett Haase, exhibiting at Toy Fair for the very first time in the Greenhouse area. Blending the physical and digital worlds, using cutting-edge AR, and a Play to Learn approach, the team is committed to bringing valuable, quality, educational play experiences, to children and parents alike. The company’s core belief, that play is a key component of the learning experience and transcends age, can be found at the heart of this new range of STEAM toys. The new update to AR Space Cards Quiz Game sees new app features designed to enhance the player user experience, offering even more space themed fun. The 24 card pack features even more quizzes and content, ideal for the parents of curious kids who like to ask questions. The Free AugmentifyIt app can be downloaded from the App Store, Google Play and the Amazon App Store. Readers can scan the Mars card image shown to get a taste of this award-winning STEAM toy. Toy Fair visitors will also have a chance to meet students from the LDEUTC who collaborated with the Peapodicity team to help create the next AugmentifyIt educational game. This new key product will also be launched at Toy Fair. A range of AugmentifyIt AR Sticker Quiz Games will also be available, including Robots, Beetles and Butterflies, and Christmas. Each pack contains 12 high quality sticker images that come to life with the free AugmentifyIt app, providing animations and music linked to engaging science quiz content. The team is looking forward to meeting toy buyers and distributors who understand the value of play in the STEAM educational space, and the needs of an increasingly tech-savvy young audience.

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*Blaster sold separately

For sales contact: Adrian Carney 020 3598 6287 London Toy Fair Stand D100 • Nuremberg Hall 6 Stand C41 Š 2018 Jazwares. All rights reserved.

Toy Fair 2018

Posh Paws 01268 567 317 Stand B90 There’s a big year ahead for Posh Paws with a raft of new Disney merchandise, including blockbuster movie collections, sparkled eyed squads of favourite characters, and a ninetieth anniversary for the most famous Disney star of all; Mickey Mouse. The Posh Paws Winnie the Pooh offering is a major focus for the firm for 2018 and to ensure its success, TV advertising is planned to be included in the marketing support PR programme from spring. The My Teddy Bear Pooh collection is suitable for all ages and includes Pooh in his classic red jumper, Eeyore, Piglet, and Tigger. Available as 7”, 10”and XL sizes. Also available as part of the Winnie the Pooh collection is Winnie the Pooh Vintage, Winnie the Pooh Dangles and Winnie the Pooh Cuties, all of which are beautifully designed, cuddly and perfect gifts for all. Additionally, a collection of 10” hand puppets will enable even more interactive and imaginary play. Toy Fair will also be the place to see Posh Paws’ wide-eyed Disney Collection. These glittery plush toys feature fan favourites from both Disney’s back catalogue and most recent films. Released in squads of six, each character has super large eyes that instantly attract. Squad A’s characters launch in January and will include Cinderella, Marie from the Aristocats, Minnie Mouse, Dumbo, Winnie the Pooh, and Tigger. In Squad B will be Bambi, Snow White, Mickey Mouse, Simba from The Lion King, Patch from 101 Dalmatians, and Eeyore. The fresh, new, and stylized look and feel offers kids, teens and adults alike an utterly adorable plush that is priced as a collectible, so fans can build their own #DisneySquad. POS stands are also available and are perfect to fill and refresh with new characters, as they are continually released throughout 2018. The Oscar winning Incredibles are back. In July 2018, the Incredibles 2 Movie will hit the big screen, with a soft toy line up from Posh Paws that includes a CDU of 7” pick me up plush of all five family members: Mr Incredible (Bob), Elastigirl (Helen), Dash, Violet, and baby Jack-Jack, plus a super soft 10” plush range - each of which comes in their own packaging. Mickey Mouse is celebrating his 90th anniversary in November 2018, with celebrations across the globe targeting both children and families alike. In its own celebration, Posh Paws will be launching a truly original Mickey and Minnie plush line. Must haves will include the retro 10” gift box of both Mickey and Minnie. Instantly recognisable in their most original style, these gifts will be treasured for generations. Alternatively, 7” collectibles will also be available together with gifts sets of Mickey, as seen in many of his classic roles, such as the Sorcerer’s Apprentice and Bellboy Detective. A very special addition to the range will be the monochrome Steamboat Willie plush toys; Mickey from the days before films went glorious technicolor. With the premier of Jurassic World Fallen Kingdom in July, 2018 is set to be a prehistoric year, and retail is already gearing up to be taken over by the greatest beasts that ever walked the earth. As official plush partner, Posh Paws is also readying itself for a colossal launch of Jurassic world 2 soft toys, which include 8” 10”, 14” and XL versions of the most recognisable dinosaurs encountered in the film. Also new for Posh Paws for 2018 and on show at Toy Fair will be an inspiring collection from Battersea Dogs & Cats Home, a new collection for Shopkins and an introduction to Sherlock Gnomes, Gummy Bear, and Grumpy Cat. Add to that the humorous and quirky Hamsta World, where colourful critters such as Cotton Kelly and Larry Macchiato have already become stars of social media; now a fun plush line is added to this new property, thanks to Posh Paws.

Epoch - Making Toys 08435 574062 Stand B130 Epoch will be at Toy Fair 2018 with flagship brand Sylvanian Families and arts and crafts range Aquabeads. Epoch will be revealing its biggest Sylvanian Families product launch in 30 years – a new Town comprising 25 product lines, which launches in UK retailers from March 2018. The new Town allows fans to set up and play with an alternative setting to the usual rural Sylvanian Village. As well as an urban destination for the characters to visit on a special day out, the Sylvanian Families Town is where the older sisters characters work – doing their dream jobs. A stand out product in the new Town range is the Ride Along Tram, comprising 17 pieces including a tram stop, tickets, maps, and a hat for the driver to wear. The tram can be rolled along the floor, allowing fans to use it to let their character figures explore the new town on wheels. Connectability is a key USP for collectors of this heritage brand, and is a prominent feature throughout the new Town range. Each building can easily slot into one another, creating an immersive world for fans to play in. Epoch plans to wow visitors with a new stand at this year’s Toy Fair, comprising a life-size Sylvanian Families Grand Department Store – the largest product in the new Town range. Visitors will be able to step into the Grand Department Store to see new toys from the Town on display, together with existing lines in the collectible range. Throughout the fair, Freya Chocolate Rabbit, and Ralph Walnut Squirrel mascot figures will be making appearances, to show retailers the potential value of live events. Epoch making toys will also showcase its arts and craft brand Aquabeads, featuring a mix of core and licensed lines. Six new products will be on show including the Glamorous Jewels Designer Set (Complete), Sylvanian Families Character Set and Zoo Life Set (Theme Refill). On the licensing front, there will be new Aquabeads playsets featuring Disney’s Elena of Avalor and Tsum Tsum on display.

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New and Exclusive Wooden from A.B.Gee of Ripley. More than a toy! Creative play


FSC Accredited

See us at Toyfair Stand B40 Large Range

b a gee First Choice in Toy & Hobby Distribution!

London Olympia Toyfair, Stand B40.

Spring Fair, Birmingham NEC, Stand 3L10-M11

A .B.Gee of Ripley Ltd, Asher Lane Business Park, Ripley, Derbyshire, DE5 3SW. Tel: 01773 570444 Email:

Toy Fair 2018

Smart Toys & Games 01903 885669 Stand F36 Smart Toys & Games is the creator of three toy brands; SmartGames, SmartMax, and GeoSmart. The company is looking forward to making a return to London Toy Fair, as it showcases new products across all three brands. Toy Fair marks the arrival of several new lines from SmartGames. These awardwinning games offer multi-level challenges from the very easy to the very difficult. This year the collection will continue to grow with new compact games. The IQ games collection will also expand, and there will be a new addition to the popular fairy-tale range - Sleeping Beauty. In Squirrels Go Nuts, players help the squirrels hide their acorns by sliding the pieces around the gameboard, ensuring all the squirrel’s acorns are dropped into the holes and safely stored for winter. This educational sliding puzzle comes complete 60 multi-level challenges varying from easy to advanced, all of which will test the player’s skills. New products will be unveiled from SmartMax, the award-winning pre-school magnetic construction system. With SmartMax, children have the chance to explore the world of magnetism in a safe way. Last year saw the popularity of SmartMax continue to grow with the best-selling new My First range. At Toy Fair this year, the brand will be introducing a SmartMax range with LED lights, as well as expanding the My First collection. With the new additions, children can safely discover the magic of magnetism with the new My First Farm Animals Set, which features four extra large farm animals; soft to touch, easy to grab, and simple to connect using the signature magnetic bars. Little ones can mix and match the farm animals to create combinations, and this set also includes a chicken and rooster which can be easily clicked onto the balls so they wobble. As with all SmartMax products, all the parts of this set are 100% compatible with all others. Finally, for GeoSmart, the magnetic construction range that enables children to build different structures using a selection of magnetic geoshapes, Toy Fair sees the arrival of Flip Bot. With this new toy, children can create their own remote controlled Flip Bot, a robot car, which, once constructed, they can drive around and flip over. GeoSmart has thus far proven to be an ideal STEM magnetic construction set for kids, featuring bright colours, strong magnetic geoshape pieces and a patented double-safety system. Since every piece is compatible with each other, this has become a popular collectible range. Alongside these new additions, visitors can also look forward to getting acquainted with the brand’s top sellers. For SmartGames, these include Camelot Junior, Little Red Riding Hood, Three Little Piggies, and SmartCar 5x5. The SmartMax My First range favourites include My First Safari Animals and My First Animal Train, along with the Ball Run and Vehicle Magnetic Discovery Sets. The GeoSmart space theme has also been popular - Lunar Rover, Solar Spinner, and Mars Explorer combine magnetic construction and remote control vehicles for out of this world play.

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About MTS MTS is an independent consumer quality assurance company with strategically positioned worldwide locations. Our team is comprised of some of the most technically strong, innovative, and energetic people in the industry. MTS is a privately owned company that operates without the pressures of short-term financial performance, empowering its teams to be dedicated to its core philosophy of being the most responsive, flexible and client focused in the business. Hong Kong • Dongguan • Shanghai • Qingdao • Taiwan • Thailand • Vietnam • Korea • India • Bangladesh Indonesia • Cambodia • Pakistan • Sri Lanka • USA • UK • Germany • Turkey • France • Australia 118 Lupton Ave, Leeds, W Yorkshire, LS9 6ED



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Toy Fair 2018

Skip Hop 01582 434250 Stand F66 Skip Hop is returning to the London Toy Fair to showcase award-winning products and new innovations. Highlights include the new award-winning Explore & More Collection, which is designed to see babies through different developmental milestones by encouraging dexterity and multisensory play. The Explore & More Jumpscape Fold-Away Jumper features a Cloud Bounce Counter to tracks the jumps, and rewards babies with lights, music and applause at 100-jump milestones. When playtime is over the jumper can be folded flat for easy storage and transport. The Explore & More Travel Mobile includes movement and sounds to soothe and entertain babies while on the go, and can easily and securely attach to car seat carriers, strollers, and travel cribs. The Explore & More Follow Bee Crawl Toy is designed to help babies reach important milestones, and supports three main stages of interactive play with lights, tunes and buzzing sounds. From precrawling through to advanced crawling, this new addition to the Explore & More collection improves motor skills and sensory development, and encourages exploration. Known for its innovative selection of baby activity gyms, Skip Hop’s Amazing Arch Activity Gym is set to be popular with parents. This gym features animals including a hooting owl, a musical hedgehog and a dancing fox, and can be used for a range of activities, from tummy time play for newborns to seated play for toddlers. New for 2018 is the Unicorn Activity Gym. This plush Unicorn offers developmental fun for babies, plus the purple colorway also matches the new Unicorn Bandana Buddy. This addition to the Bandana Buddies range is ideal for multi-sensory play at home or on-the-go, as babies can explores rattles, crinkles, textures, patterns and sounds. This character’s soft bandana teether detaches so parents can wear it around their wrist for quick access. The Explore & More Baby’s View 3-Stage Activity Centre will grow with little ones from the age of four months. Designed by a paediatrician, this activity centre supports a whole-body approach to play and learning, and features a 360° turning seat. The Discovery Window lets babies see their feet while they play to learn cause and effect. As the baby grows, the activity centre converts, ultimately becoming a sturdy table for colouring, messy play and more. Sleeping and soothing aids include the new Moonlight & Melodies Hug Me Projection Soother, which is available in two characters - a lamb and a bear. The soother projects a starry nightscape onto any surface and then transforms into a huggable bedtime friend for toddlers. For sleep-time soothing on the move, Skip Hop’s portable owl companion, the Stroll & Go Portable Baby Soother, provides the soothing sounds of waves and the rainforest to create a restful sleep environment, no matter the location.

Official Distributor

Launch date: 31st Jan

Each pack c ontains 1 Magiki La dybird with special feature (colour chan ge or glow in the dark) and info lea flet


to collect

Launch date: 17th Jan

Each pack contains one predatory fish and info leaflet

21 to collect

some with glow in the dark and colour change features

Visit our stand F100 to see a wide range of toys, collectables, games and trading cards from the world’s leading manufacturers

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Extreme Force Booster Box Launch date: 1st Feb

Visit our stand at Toy Fair (F100) for live demonstrations and Special Offers

0845 365 3030

Toy Fair 2018

Jumbo Games 01707 289 289 Stand E46 Having recorded the biggest year of growth to date across all of its Adult Puzzle & Accessories Brands, and aiming to continue this success in 2018, Jumbo Games will be exhibiting a number of new products from both its Adult and Children’s ranges at this year’s London Toy Fair. Jumbo will be releasing over 65 new adult puzzles in spring/summer starting off with Wasgij, the UK’s #1 adult puzzle brand, with three brand new releases from its popular concepts Mystery, Destiny and a new Original puzzle in January. In April, Jumbo will release the second installments to its Wasgij Retro collection. The new January puzzles will include Wasgij Original 28: Dropping the Weight!, Destiny 18: Fast Food Frenzy!, and Mystery 14: Hound of the Wasgijville! 1,000-piece puzzles. Jumbo’s Falcon de luxe range will see the addition of 24 puzzles to its rapidly growing portfolio. 13 puzzles will be launching in January and then a further 11 in April, all covering the traditional Falcon themes of Nostalgia, Scenery, Cottages, Animals, and Transport, across varying piece counts from 200XL to 1,500 pieces and multiples in a box. Highlights for the new January releases include Flora’s Flower Shoppe, Amazing Airshow and Clacton-on-Sea in the 1,000-piece formats, as well as the multi-pack, Driving in the Dales 2x500-piece box set and Grandad’s Garage 500-piece puzzle. On display at the show will be Jumbo’s extensive Premium Collection covering themes of cities, animals, scenery, sightseeing, fantasy, and many more across various piece counts. Jumbo will be showcasing 28 new releases that are available for January. The manufacturer will also be showcasing new jigsaw puzzles from its hugely entertaining and highly detailed comical Jan van Haasteren collection, with six new additions in January and one in April. Toy Fair will see Jumbo Games launching a range of new and refreshed Disney Princess puzzles to its children’s licensed portfolio that will bring freshness to the range, in-line with the new Disney style guides and focusing on its most popular formats. In addition, Jumbo will launch a Disney baby range for both Mickey and Minnie My First Puzzles, specifically targeted at Children ages 2+ due to the design of the puzzle pieces. Jumbo’s Disney Guess the Film Game has been a massive hit already and the manufacturer is expecting this to grow throughout 2018. The game features an array of popular and recognisable Disney films from the classics through to the modern-day animations, so everyone can get involved. There are 100 Disney and Pixar movie cards for players to try and guess. The Peter Rabbit licence is the latest addition to both Jumbo’s adult and children’s puzzle portfolios will see a range of puzzles for both the classic Beatrix Potter books and the upcoming movie. Available now, ahead of the highly-anticipated Peter Rabbit movie in March, Jumbo will be releasing a 4-in-1 puzzle set and a Giant Floor Puzzle aimed at children. In time for Easter, Jumbo will also be launching a four Shaped Puzzles box set and Giant Floor Puzzle for children. A 500 and 1,000-piece puzzle for adult puzzlers will be available in June and can be seen at the show. For January, Jumbo will be introducing 20 new toys in its high-quality range of wooden Goula products. The new wooden toys will focus on various play categories for toddlers and pre-school children, including puzzles, ability and balancing toys, sensory, and educational games and more. Having launched the Dessineo Learn to Draw and received extremely positive responses from consumers and several award wins last year, Jumbo will be expanding its educational arts & crafts range in January with the launch of four new Dessineo Learn to Paint items.

Accentuate Games 01420 593 593 Stand G65 Sibling inventors, Graeme and Fiona Fraser-Bell, the duo behind guess-the-accent game, Accentuate, are preparing for their new launch at London Toy Fair – a fast and furious word game with a scientific twist. Frenetic is a new word game that uses element symbols of the Periodic Table. Players race to form as many words as possible using Periodic Table symbol tiles, gaining the atomic numbers of each tile as their score. The player with the most points wins. There are more than 10,000 words that can be created using combinations of the element symbols of the Periodic Table. With everyone playing simultaneously, the game combines skill, strategy and an element of luck at a fast pace. A novel scoring system adds a fun twist to the game, which is suitable for two or more players.

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Toy Fair 2018

Clementoni 01268 511 522 Gallery 140 Clementoni is proud to be showcasing a host of new products for 2018 at the London Toy Fair, putting a strong focus on the Infant market with Baby Clementoni, as well on the Education and Development category with new Scientific launches. New for Baby Clementoni is the Fun Vehicles stacker – a set of four vehicles which can be explored and stacked to help with development and the ABC Lion, which makes a playmate to help learn letters, numbers, and more through buttons on the lion’s mane. Pull Along Pony not only helps children learn but will play songs and sound effects when pulled along. Also in the line-up is The Interactive Activity Dog which has peek-a-boo game play, user recognition, and interactive buttons for learning. The Basket Activity Centre is a 2-in-1 game with fun basketball hoop and activity centre learning and is packed with lights, sounds, and songs to add to the fun. The Science category has always been strong for Clementoni with Robotic and Crystal creation kits being top sellers throughout 2017. Adding to the range for 2018 is the RoboMaker – an innovative laboratory to bring intelligent robots to life and opens up a whole new world of educational robotics. With over 250 interchangeable components, children will be able to build five robots of increasing complexity that can be programmed manually or via the free downloadable app. The infrared sensors allow the robots to identify objects around them and the touch sensor recognises when the robot has been picked up. For younger children, Clementoni is launching the Mind Designer – an innovative intelligent robot which guides children through the process of learning mathematics, arithmetic, and geometry. This robot can be programmed manually or by voice recognition and using an exclusive app, children can experiment with coding and play interactive games. The Mechanical Laboratory range is a modular construction system with varying levels of difficulty offering strong play value. The new Rescue Vehicles and Roadster and Dragster Kits for 2018 include hundreds of components to create dynamic models for hours of fun and are great products for encouraging quality family time. Adding to the creative laboratory kits will be the Big Beauty Lab – a kit to create bath foam, fizzy bombs, lip balm, and more; the Scientific Lab which allows children to perform more than 150 experiments and the crazy Slime Lab, to help discover secrets of chemistry Mad Scientist style. The licensed range from Clementoni continues to be a strong foundation of the business, and new launches for children are tied into popular licences Ben 10 and the 2018 cinematic release of Jurassic World: Fallen Kingdom. For both licences, Clementoni is excited to announce an exclusive partnership for Puzzles and Science kits.

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get a jump on

WHAT’S NEW! Book your appointment to see our new product offerings in toys, gear and toddler essentials. LONDON TOY FAIR | F66 | January 23 – 25 SPIELWARENMESSE | Hall 2, C-06 | January 31 – February 4 SPRING FAIR | Hall 5, 5L37 | February 4 – 8



Toy Fair 2018

Sambro 08458 739 380 Stand Gallery 400 Sambro returns to London Toy Fair with significant launches that will further cement its position as one of the major players in the toy and licensing industry. The licensed product specialist, which recently opened its Southern office, has a long-standing partnership with Nickelodeon, winning Licensee of the Year twice. Strengthening this relationship further, 2018 will see Sambro launch its extensive new Nickelodeon Slime range. The deal grants Sambro master toy rights globally, excluding North America, and will see the licensee introduce an array of Nickelodeon Slime products from spring/summer 2018. Nickelodeon has been synonymous with slime since the network’s launch in the UK back in 1982, with Slime the symbol of free-spirited mess and the physical embodiment of Nickelodeon’s unconventional spirit. Sambro’s range will embrace this spirit, allowing kids to get creative with Nickelodeon Slime in their own homes. The hero product from Sambro’s range is the Nickelodeon Slime Hyper Blaster. The pump action blaster projects the infamous green liquid up to seven metres. Each Hyper Blaster comes with 10 packs of instant slime, available in two colours, so kids are always ready to slime into action. The Nickelodeon Slime Hyper Blaster Accessory Pack will allow kids to upgrade their blaster with a holster for rapid reload, meaning nobody will escape the slime. As with all of Sambro’s products, the Nickelodeon Slime range will also allow children to get creative with a Make your Own range. Also available will be tubs of Slime at impulse prices, including Glow in the Dark and Glitter slime. The popularity of Jo Jo Siwa continues to soar, as does the popularity of Jo Jo’s dog Bow Bow. Bow Bow has joined Sambro’s licensed range to extend the collection even further. The Jo Jo Siwa Styling Head is another new addition, letting fans recreate the hair styles synonymous with Jo Jo. Hatchimals Glittering Garden is the newest hatch batch straight out of Hatchtopia, and Sambro’s collection of arts & crafts products, as well as bags, will extend the play possibilities and collectibility factor of this range.

EasyRead Time Teacher 01684 566 832 Stand GH05 EasyRead Time Teacher will be exhibiting at Toy Fair for the first time in 2018. This colourful range of wristwatches, wall clocks and alarm clocks is designed to help children learn to tell the time using an innovative 3-step teaching method. Step 1: Read the number at the end of the long hand; Step 2: Say which side of the clock the long hand is pointing to – Minutes Past or Minutes To; and Step 3: Read the number at the end of the short hand. Kids can then put it all together – for example, 8 minutes to 2 – making it simple for them to tell the time. Silent battery operated wall clocks are available in a choice of two colour schemes; Rainbow or Red & Blue. These clocks have a white plastic frame and are supplied in a printed box with full teaching instructions for the parent. Alarm clocks with night light and snooze function are also available, and come in a choice of Rainbow or Red & Blue colour schemes. The non-ticking clocks have a light sensor which activates a gentle light behind the dial when the room is dark. Pressing the snooze button makes the light glow brighter. When the alarm goes off it beeps quietly at first, and gradually gets louder, while the snooze button activates a 5-minute snooze function. EasyRead Time Teacher Alarm Clocks are supplied in colourful packaging with full time teaching instructions for the parent. Children’s wristwatches are also available in a choice of four colour schemes: Rainbow dial with purple strap; Rainbow dial with navy blue strap; Red & Blue dial with grey strap; or Red & Blue dial with navy blue strap. The watches have a stainless-steel back, non-allergenic plating, a Seiko PC21s movement, a washable nylon strap and metal buckle. Fitting wrists from 12 cm to 18 cm circumference (small child to medium adult), they are water-resistant, able to withstand splashing but not total immersion. Battery operated and ready to wear with the battery installed, these watches are supplied with full instructions. Retailers can opt for an attractive counter-top POS display box, which can take 12 or 24 watches. Seven additional colours of nylon watch strap are available as add-on purchases for customers who would like to customise their watch. These extra straps come in green, yellow, blue, lime, orange, pink and red. A counter-top display stand is available which can hold 35 watch straps, five of each colour. Tell the Time Card Games can be used to play Tell the Time Snap and other similar games. The Level 1 set consists of 64 playing cards, each featuring an analogue clock face. The cards portray 16 different times, four copies of each. The Level 2 set also has 64 cards showing 16 different times, but the four matching cards express the same time in a different way – for example, 10:15 and quarter past ten – so playing Snap with these is more of a challenge. EasyRead Time Teacher also makes clocks and teaching aids that are used in schools. The Classroom and Playground Wall Clocks are popular in Primary and Special Needs education, along with the TwinTime teaching resources, write-on/wipe-off plastic clock cards with moveable hands, which children can use to practise setting and reading different times. EasyRead Time Teacher offers a Starter Pack Product Selection for small retailers to try out its products, consisting of a pack of five wall clocks, five alarm clocks and a POS display box containing 12 or 24 wristwatches.

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Toy Fair 2018

David Westnedge 020 8789 2081 Stand F44 David Westnedge is pleased to be returning to Toy Fair after a number of years, and the team is excited to show visitors what the company has been up to. Established bestsellers will be presented at Toy Fair this year, along with new products, many of which visitors can try out for themselves. On display will be old favourites, such as Hurrican’s Mr. Jack, the two-player Victorian detective game nominated for eight industry awards – and winning two. Two brand new games by Hurrican will also be unveiled, which the company predicts will do well in the UK market. Snatch-It and Blink will be front and centre. Dicewords, Graham Lipscomb’s word game of luck, skill and judgement, is a Toy Fair staple for David Westnedge. Dicewords can be played with any number of players – including solo – and there are over 10m possible combinations of letters, so it’s a different game each time. The game fits in a pocket, so is ideal for travel and a great option for a stocking filler. David Westnedge is known for its playing cards and at Toy Fair visitors can look forward to viewing a comprehensive selection of the products on offer. On the stand will be the company’s pictorial range, produced from top quality plastic coated card with a black centre, and presented in gift boxes. Also on show will be Harry Potter playing cards, ideal for magic tricks, and various other playing cards for all ages and tastes. Sales for Alice in Wonderland playing cards started picking up in 2017, as more customers began to discover the artwork and quality of this product, and specially commissioned Jonathan Swift playing cards, created to commemorate the 350th anniversary of the writer’s birth, will be on display too – this limited-edition set is selling fast. David Westnedge’s chess boards and sets are hand-carved in India, and come in a range of woods and stains which must be seen in person to be appreciated. Other classic games such as backgammon, mah-jong, and dice will be to hand, as well as cribbage, which was a trending game in 2017. A traditional English game, Cribbage is part of British culture and heritage, and an influx of primary schools have taken the game due to its focus on mathematics. The company has a healthy stock of cribbage boards, sets and playing cards in the warehouse, ready to ship throughout 2018. Finally, David Westnedge is proud to distribute the Piatnik range of jigsaw puzzles, which feature high-quality image reproduction, and thick pieces that offer a snug fit. Examples will be available for viewing at Toy Fair. Alongside the jigsaw puzzle offering, the company will also be presenting its new puzzle roll mat, which is both practical and affordable.

Green Board Games 01494 538 999 Stand E15 Following another year of significant growth, Green Board Games will be showcasing new product offerings at London Toy Fair on the company’s stand. This year’s offerings include the 2016 Young Games Inventor’s brand new game Shaperise. Twelve year-old Sebastian Fleming-Smith was delighted to win 2016’s YGI award, and his game was moved into full time production and taken to market by Green Board Games. Among Green Board Games’ new products on show at Toy Fair will be new releases from the company’s popular BrainBox range. With Sir David Attenborough’s documentary series Blue Planet II captivating millions of families at the end of 2017, BrainBox Under the Sea should prove popular, along with BrainBox People at Work and Marvin’s Magic. These new products come hot on the heels of the new BrainBox Roald Dahl, along with two new Spot the Difference games: Wildlife and Holidays. Further adding to the growing Green Board Games catalogue are new games from Gigamic’s range, such as Yogi and Mini Games, plus a travel version of Qwirkle, and a selection of fidget toys from Mindware. With the increasing issue of rubbish and plastics continuing to make headlines globally, Green Board Games is also introducing the Re,Cycle,Me range to its repertoire. The average person generates approximately 1.5 tonnes of solid waste per year, and these engaging products are designed to encourage users to make the very most of everything they already have, invigorating creativity by utilising items that would otherwise be deemed rubbish. Visitors to Toy Fair can also take a look at the nature and wildlife choices found within the Green Board Games Flights of Fancy selection: retailers can choose from the Bird Call range, tube posters, Pond Dipping and Animal Tracking kits, among others.

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Toys for every kind of role play fun!


for 2018!


packaging for 2018! See us at: UK Toy Fair: Tues 23rd Jan - Thurs 25th Jan (Stand E30) Nurnberg Toy Fair: Weds 31st Jan - Sun 4th Feb (Hall 12, Stand C-04) Hong Kong Toy Fair: Mon 8th Jan - Thurs 11th Jan (Booth 1A-F32) New York Toy Fair: 17th Feb - 20th Feb (Booth 6070)

Inventors of Fun & Play! Casdon Ltd., Cornford Road, Blackpool, Lancs FY4 4QW Tel: +44 (0)1253 766411 Fax: +44 (0)1253 691486 Email:

Toy Fair 2018

Marvin’s Magic 01582 849 000 Stand H65 Marvin’s Magic is recognised as the brand leader for magic worldwide. Winner of many accolades, the company offers a range of best-selling magic sets and boasts the largest following of young magicians anywhere. Magic is normally based on dexterity, skill and many years of practice, but with Marvin’s Magic, budding magicians can perform similar effects in no time - professional magic made easy. Marvin Berglas, internationally acclaimed magician and creator of Marvin’s Magic, aims to inspire and encourage the next generation of magicians through excellence in magic. His dedication has been recognised in both the toy and magic industries, and he was recently voted vice president of the Magic Circle. Celebrating its 30th year, Marvin’s Magic continues to create innovative and entertaining magic sets, as well as improving its existing product range. For 2018, the core range now features multi-lingual instructions for its rapidly expanding international customer base, integrated augmented reality (AR) effects, video instructions and bonus online content, ideal for youngsters and hobbyists who prefer visual explanations. The recently launched Wicked Pranks and Jokes set has been a successful Christmas line and is tipped to be another best-seller for 2018. Marvin’s Magic has also seen very positive feedback from the toy and gift market on the Marvin’s Magic Presents range. For kids keen to master some quintessentially quirky feats of skill and ingenuity, this range offers an ideal option. The gifts, all in attractive packaging, each contain 20 stunts plus fully illustrated instructions. New products for 2018 are still under wraps, so visitors are encouraged to visit the Marvin’s Magic stand at London Toy Fair to see the full range of existing and new products.

Engino 0333 200 0114 Stand Gallery 144 Another year of research and development from Engino will be shown at Toy Fair. New products, new ideas, new designs and a new look are set to please existing stockists, and encourage new customers and markets to consider the company’s product range. Since 2003, Engino has provided construction and STEM educational toys, with a focus on innovation and creativity to enhance children’s curiosity towards engineering and STEM. Former teacher and engineer Costas Sisamos identified a need to involve engineering and all STEM fields in children’s education in an enjoyable way, and thus founded Engino. In 2017 Engino introduced Qboidz, which allows children to build models and expand their skills beyond simple towers and static structures. The Qboidz building system is designed for pre-school children and based on the latest STEM principles. The system enhances creativity and imagination by combining the Engino snap-fit technology with traditional stacking connectivity. In 2018 children will be able to build many different models from the same set, while developing their dexterity skills and perception of three-dimensional space. Qboidz’ new patented design increases a child’s dexterity and perception of 3D space using connecting bricks with rods that can be connected in multiple directions. Qboidz is fully compatible with the Engino toy system, which means the system grows with the child. Engino’s Inventor Series is a construction range which allow children to build cars, planes, motorbikes, and construction vehicles using sets from the 4-in-1 to the 120-in-1. With the 4-in-1, 30-in-1 and 120-in-1 sets, kids can also use the supplied motor to introduce movement into their creations. Engino provides complete instructions and further model build options online for over 120 different builds, but children are also free to experiment and make their own creations. Engino can also be used to make models other than vehicles and can be used to design animals, buildings and robots. Towards the latter end of 2017 Engino secured the licence from JCB to produce a range of construction toys which recreate famous JCB machines. The Engino JCB series consists of four different pack options. Each pack contains three different JCB models that can be built, including the iconic JCB 3CX Backhoe Loader, the JCB Telescopic Handler and the JCB Skid Steer Loader. The larger sets also include a motor which brings these models to life. In addition, children will also be able to make their own conceptual JCB models, as the parts within the Engino construction sets can be used to construct anything they care to imagine. Model designs are available as 3D instructions though the Engino 3D viewer App, and the KidCAD App shows the models in rotatable formats, allowing the pieces to be viewed in either a completed or exploded view. With the Discovering STEM Series and ERP Robotics Series, Engino provides a construction range which allows students to build models that demonstrate a variety of STEM subjects including Newton’s laws, gears, levers, structures and solar power. Each Discovering STEM pack includes a reference book which highlights the history and theory of the subject, along with experiments and quizzes. Students can experiment themselves and make their own creations, or follow in the footsteps of Isaac Newton. The ultimate STEM product from Engino is the Robotics Series. With this series, students can not only experiment with STEM theories but can also programme their own creations for movement and activity. Students can learn to programme their own creations or follow the educational builds and programming examples supplied. Engino Robotics allows students to programme using a variety of sources, whether that’s the supplied keypad, by downloading programmes from their PC’s, or controlling their models from their mobile or Android Bluetooth devices.

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23rd Jan - 25th Jan 2018 Grand Hall - Stand F36

NUREMBERG TOY FAIR 31st Jan - 4th Feb 2018 Hall 3A - Stand H05


4th Feb - 8th Feb 2018 Hall 5, Stand H16

01903 885669

Toy Fair 2018

VTech 01235 546 810 Stand Gallery 500 With continued growth and development in 2017, VTech Baby has secured its No.1 Infant and Toddler postition for another year. VTech hopes for this trend to continue into 2018 with over 60 new items to the VTech Baby brand alone. Three of these new VTech Baby products will be available for spring/summer 2018. The Snooze & Soothe Elephant by VTech is a cuddly friend to comfort baby when it’s time to go to sleep. The elephant has a variety of soft fabrics which provide comforting tactile stimulation. Cuddling the elephant and pressing the elephant’s light up button triggers responses, including two gentle sing-along songs, 30 calming melodies, relaxing nature sounds and loving phrases designed to soothe little ones, whilst promoting sensory and auditory development. Squeeze the elephant’s glowing light up button to pause or play the current response. The electronic module is removable, allowing the elephant to be hand washed. Children can press and discover ocean animals, colours, and numbers with the Seaside Spinning Top. The chunky blue press down plunger spins the ocean animals around whilst the sea bed lights up, helping little one discover cause and effect relationships. The press buttons introduce the crab, two angel fish and three star fish to baby, calling out their colours and encourage counting teaching numbers one, two, and three. The music button plays three happy sing-along songs and 10 melodies. Fun phrases and sounds encourage discovery and exploration. English speaking voice promotes recognition and accelerates learning. Children can take off into learning with the VTech Pull & Pop Aeroplane, as they press the chunky, light up cockpit window button to pop the beads and trigger fun phrases and sound effects. There are three chunky learning buttons to teach things that can be seen in the sky, and children can turn the propeller for fun mechanical sounds, pull or push the aeroplane to trigger the motion sensor to hear interactive sound effects, and watch the balls pop around. The product teaches objects, weather concepts, and numbers, and includes four singalong songs and 15 melodies, and encourages language development and motor skills.


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For Ireland enquiries please contact: Banaghan & Co. Ltd. · Co. Tipperary Tel. +35367 63800 · Fax +35367 63801

For UK enquiries please contact: Alpha Toys Ltd. · Phone 0035367 63800 Fax 0035367 63801 ·



For Ireland enquiries please contact: Banaghan & Co. Ltd. · Co. Tipperary Tel. +35367 63800 · Fax +35367 63801

For UK enquiries please contact: Alpha Toys Ltd. · Phone 0035367 63800 Fax 0035367 63801 ·

Toy Fair 2018

The Irish Fairy Door Company 00353 673 800 Stand Gallery 632 (Alpha Toys) The Irish Fairy Door company provides a range of innovative products designed to bring fairy magic into children’s homes. With products in continuous development, the company is focussing on its new range of kits at Toy Fair, through its UK distributor Alpha Toys. A number of new products have joined the Irish Fairy Door’s portfolio, including the Magic Dust Mixing Set. With lab glasses, a mixing bowl, spoon, funnel and empty bottles to hold the dust creations, kids can spend hours creating magical dust mixtures. The Tooth Fairy Kit plays on kids’ love of the Tooth Fairy, encouraging good oral hygiene with the included toothbrush and holder for the bathroom, a brushing timer, and a tooth plate for loose teeth that fall out. Parents and kids can also download a free tooth-brushing song, for extra engagement with this important practice. The newly introduced Christmas Fairy, who comes in a white dress with gold and silver detailing, and lets families replace their old star atop the Christmas tree. This fairy will report back to Santa all the good behaviour she sees, and will also oversee the delivery of the all-important letter to Santa – kids simply place their letter inside the bauble, and sprinkle it with magic dust (both included). The company will also be building on the success of the Worry Plaque in 2018. When kids are worried they simply place their hand on this interactive plaque and watch as the colour turns from red to green – signifying that their worry has been successfully transferred to the fairies. More new lines are planned for 2018.

Don’t forget our great new products. They’re a brilliant catch!

Stand F20 Toy Fair

For more information and a copy of our latest catalogue please contact or call 02392 524098

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All New for 2018

Toy Fair 2018

Mookie Toys 01525 722769 Stand E149 For 2018, Mookie will continue to expand its product portfolio with a range of new and exciting brands as well as development of its existing lines. All of Mookie’s new ranges will be supported with a varied marketing strategy including TV campaigns, digital marketing, PR activities and in-store display. Mookie is launching Aqua Crystals and Tybo, as well as investing in existing brands Plush Craft and Spray Art. Tybo is a mess free tiedye experience for kids. The Tybo Tidy Tie-Dye Design Studio comes with a patented and easy-to-use mixing orb, utilising a one-way valve system. The range includes the Tybo Tidy TieDye Design Studio, Tybo Tidy Tie-Dye Mixing Orb, and Tybo Tidy Tie-Dye Refill Set. New for autumn/winter is Aqua Crystals, which allows children to create and make jewellery, accessories and gifts by adding water to the crystals provided. The range includes the Aqua Crystals Creation Station, Unicorn Dream Charms Refill Pack, Crazy Creature Pendants and Festival Chic Hair Accessories. For the past year Mookie has been the official UK partner for Silverlit, offering remote control drones, helicopters, cars and robots. New for 2018 will be the Bumper Drone which allows players to race through the air, hitting objects and other drones without any damage. Bumper Drone lets kids play on their own or with an opponent, bringing another aspect to drone flying. Additionally, Mookie will be launching and showcasing Laser M.A.D, a laser gaming experience with unlimited players. Each pack comes with blasters and receivers, along with various add-ons to boost the blasting range and alter the sound of the blaster. Laser M.A.D blasters include two modes: battle ops and training ops, allowing players to battle in groups or train individually. Mookie’s outdoor toy lines will be showcased at the fair, including TP Toys and new addition to the range, Spiro Spin. Spiro Spin is an evolved seesaw, incorporating bouncing and spinning into the traditional playground activity. The 360º bounce and spin action enables children to go up and down and

around and around. For 2018 TP Toys has simplified its Roundwood swing sets, offering retail ready options as well as its usual bespoke services. Alongside these will be wheeled lines, including the new and existing Scuttlebug and Scramblebug range. The newly introduced Scootiebug is designed to be a child’s first introduction to scooters, after they move on from their Scuttlebug and Scramblebug. The three-wheeled ScootieBug helps toddlers develop their balance and steering skills. After the success of Dream Lites, Mookie is launching Lumiluvs night lights. With multiple characters to collect, each Lumiluv features sleepy noises and a 10 minute auto shut-off. Mookie is also launching the Lumiluvs Starlite Cottage; the cottage acts as a projector, shining stars onto walls. Along with these brands, Mookie will also be showing Scented Pillow Pets and Plush Craft with a variety of new characters, Spray Art, TurboSpoke, SmarTrike and Ecoiffier. Swingball’s new imagery for 2018 will be revealed, and is set to provide a more aspirational aspect to the Swingball brand.

Casdon 01253 608 248 Stand E30 Following a successful year of new additions to ranges across its extensive portfolio, Casdon will continue on its international expansion in 2018, ensuring its role-play range for children has multi lingual packaging that also sports a fresh new look. Casdon combines pretend play with internationally renowned household names to bring replica appliances and role -play accessories to the play room. 2018 will see a refresh across all packaging; with bright colours, bold designs, and numerous languages now being added. Whether children are Little Helpers, Little Cooks, or Little Shoppers, there’s something in the Casdon collection for retailers across multiple territories. Building on the success of the partnership with Dyson, January 2018 will see the Dyson Cord-free Vacuum added to the collection. This cordless vacuum is a direct replica of the life size Dyson and has been specifically designed to be true to life, right down to the last detail. The model features working suction, realistic sounds, and twist and turn action just like the real thing. The spinning beads will mesmerise children, and will be an instantly recognisable favourite at home. A further addition to the Little Helpers collection is a fresh shape for the Hetty and Henry Vacuums. These robust multi-purpose vacuums have everything little ones need to help with day to day chores. Each vacuum really works and will pick up small bits of paper from the floor, storing them in a removable drawer that is quick and simple to empty. Supplied with a hose, a T shaped nozzle, the accessories pack away neatly at the back of the vacuum. Finally, kids can help mum and dad in the garden with the Flymo Turbo Lite Lawnmower; another replica from Casdon Toys. The Flymo features a foldable handle for easy storage and a mechanical click when the mower is on the move. It also features the iconic orange base.

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Gravity enabled fast actions

TOY FAIR E140 SPRING FAIR SL14 Endless creativity

DISCOVER Exciting NEW games

Break Free Game

Make ‘n’ Break Game

range W E N e h t r e v o Disc Sales Hotline 01869 363800


Toy Fair 2018

Arckit 00 353 86 703 6316 Stand GH2 Arckit is a multi-award winning architectural model building system that opens up the world of architecture for the first time, teaching anyone to think like an architect in order to build a structure or city from scratch, using their imagination. The freeform components click together to create anything from miniature towns through to intricate buildings, finished to perfection with realistic graphics. Invented by Damien Murtagh and produced in Ireland, Arckit launched in 2014 as a professional-level tool to help architects explore designs and communicate ideas to clients. The revolutionary system filled another gap in the market and soon took off as a way of teaching STEM concepts in schools and universities. The full range includes ArckitPlay (TinyTown and Cityscape kits), which are for children aged five years and over, Arckit Mini Series and ArckitGO+ for children eight years and over, and the A-series kits (A90, A180, A360) and Masterplan range for teens and adults who want to take their model building to a more advanced level. Originally created as an evolution of the traditional cut and glue model, the Arckit range offered fast, affordable and reusable modelling options for architects and designers. The patented system won the company international recognition and several awards, and so it was decided to build on these foundations. ArckitPlay was launched to inspire a younger audience to get hands-on with design, and change how they think about their built environments. Arckit Go+ and the A-series kits are inspired by modern building techniques, allowing users to design and build a model structure – anything from a town hall to a luxury beach house – using colourful or classic white components. The A-series kits can also be finished with supplied Arckitexture graphics to add realistic detail such as stone, timber and aluminium. Advanced users and architecture students can also use physical components alongside digital Arckit components in 3D software such as SketchUp and Autodesk Revit for a seamless design experience. The new series of kits - TinyTown, Cityscape and Masterplan - take these same principles to a new level, allowing younger makers to design and build their dream city using soft pastel coloured components inspired by differing styles of world architecture. These are compatible with each other, so that kids can design everything from a small town centre through to sprawling suburbs and a thriving metropolis. Depending on the product, the models can be displayed in front of a scenic backdrop or brought to life with illustrative details such as building façade stickers and graphics, to represent landmarks like a football stadium or swimming pool. The company has worked closely with senior figures within education to create a system that schools can use right out of the box. The Arckit Education Programme offers a variety of lesson plans that are designed to develop fundamental design principles, creativity, team building and technology skills, with the aim of inspiring future architects. To find out more, please contact Charlie McKenna, sales manager, on the number provided.

Alpha Toys 00353 673 800 Stand Gallery 632 Siku, the German die cast model brand, is best known for 1:32, 1:50 and 1:87 scale models in farm, construction and trucks. At Toy Fair, the company’s UK and Ireland distributor, Alpha Toys, will be presenting the latest ranges of Siku models, gift sets and playsets. Siku World offers a range of playsets designed to bring Siku products together in a large play area. With the Siku Farmer and Siku Super playsets from Siku World, kids can build an agricultural landscape complete with tractors and dense forests, or a metropolis with fire station and construction trucks. At the smaller end, Siku Blister is a range of pocket money models of well-known brands. The range of model cars includes names such as Lamborghini, Ferrari, Bugatti, Porsche, Mercedes, VW, Audi, and BMW, while the tractor options include John Deere, Massey Ferguson, New Holland, and Claas. Two new Gifts Sets are also available for car-lovers. The Mini set features three Minis in blue, green and red, while the Pink set includes a Beetle, a Golf, and a Scirocco, all in pink, with assorted detailing.

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e s i r e p ha



g-Smit n Flemin


by Seba


Sebastian Fleming-Smith, aged 11 when he won Young Games Inventor of the Year, says: “I wanted to design a game that involved using your visual memory using shape and colour based patterns which would be simple to understand but fun and challenging to play. I called my game Shaperise: a mix between shapes and memorise.”

see it, it, match win it. Family


At GBG we were so impressed with Sebastian’s game that we decided to put it into production, and here it is!

2 - 4 Players

NEW FOR 2018!

SHOW CALENDAR Hong Kong Toy Fair 8th – 11th January 2018 Hall 1B Stand A27

Giving & Living Show, Exeter 14th – 17th January 2018 Stand A650

as seen on


Toy Fair, Olympia, London 23rd – 25th January 2018 Grand Hall Stand E15

Nuremberg Toy Fair, Germany 31st January – 4th February 2018 Hall 12 Stand B-03-1

Spring Fair, Birmingham, 4th – 8th February 2018 Hall 5 Stand L65 01494 538999

FAX 01494 538646

Toy Fair 2018

Thames & Kosmos 01580 713 000 Stand F15 Since 2001, Thames & Kosmos has been developing science kits and games for children around the world and is highly regarded by parents, teachers, and members of the toy and educational products industries. Returning to London Toy Fair for the 7th year in 2018, Thames & Kosmos is excited to unveil the new range of fun, interactive, educational, and STEM toys and games which will be released throughout the spring/summer season. The Globes range includes two new educational globes; Day and Night Globe, which is not only a true representation of Earth by day, including illustrations of animals and landmarks, but is also a lit star and constellation map of the sky at night; and Kids First Globe which is a great learning tool showing animals, landmarks, and cultural objects around the world complete with an accompanying educational manual. Drop It is a tense strategy game where players have to choose shapes and drop them in the Drop Zone. If the shape doesn’t break any rules based on where it lands, the players earn points based on how high it landed and if it is touching bonus circles. The player with the most points wins. Mercado puts players into a marketplace environment with die cut market stalls as a backdrop. Each player has his own grabble bag with different coloured coins inside. Players take it in turns to grab blindly into the bag to pull out three coins and then places them on the market stands of their choice. If a player has enough coins on the market stand after a few rounds, he receives the goods from this stand and scores points. Used coins are out of the game, and any opponent coins are placed back into relevant bags. The excitement of the game lies in the unknown; which coins players will retrieve from the bag and which goods opponents are playing for. Continuing to tap into The Exit Room trend, Thames & Kosmos is launching four new editions of the hugely popular Exit: The Game series. The Sunken Treasure, The Orient Express, The Museum and The Sinister Mansion all add to the range from spring 2018 where players must use their team spirit, creativity, and powers of deduction to crack codes, solve puzzles, collect objects, and earn their freedom bit by bit. With luck, tactics, high-quality playing material and a colourful festival atmosphere, the games are exciting until the very end. Ooze Labs are fun and simple science experiments in big chunky plastic test tubes. Each Ooze Lab tube contains a simple science experiment to create a safe material that is both fun to play with and chemically interesting. Children can choose from Hypercolour Slime, Glow in the Dark Slime, Sunshine Slime, Glitter Slime, and Magnetic Slime. Also available is the all new Magic Hat. Complete with a rabbit puppet as well as more than 40 other magic props, kids as young as six years old can learn and perform 35 impressive tricks. The manual teaches most of the tricks in three easy steps, accompanied by colour illustrations; first clearly explaining which magic props are needed, then how the trick is prepared, and finally how it is performed. With some practice, it becomes easy to stage a magic show filled with fun and successful tricks. For slightly older magicians, Thames & Kosmos will be showing three exciting magic kits – Gold, Silver, and Onyx. Each kit contains an extensive collection of magic props enabling those aged 8+ to master up to 150 magic tricks and illusions to astonish spectators. Embracing the world of STEM, Thames & Kosmos is introducing Pepper Mint – a new line of STEM kits with experiments and activities that follow the adventures of Pepper Mint, a curious, capable, and creative girl. Visitors to the stand at Toy Fair will see the first two kits launching for spring 2018 – The Great Treehouse Engineering Adventure and The Fantastic Underwater Science Voyage. Both sets contain multiple components in order to create an impressive construction which draws on engineering and design skills.

Trefl 01708 738584 Stand B40 (A.B.Gee) Trefl is based in Gdynia, Poland, where all its products are made. Last year the factory was extended to 12,000 square meters, to cope with the increase in business planned over the coming years. All puzzles and games are delivered to the UK directly from Poland, which enables Trefl to offer the most competitive prices. The company has appointed A.B. Gee for all its UK distribution. Trefl offers over 400 different products, from a 54-piece Mini Puzzles, which can retail for £1, to a 6,000-piece adult puzzle. Many products are based on popular properties. In 2018 the company is launching its successful Mistakos game in the UK; having sold over 200,000 units worldwide in 2017. The game will be heavily supported in 2018 to achieve maximum sales. Buyers can visit the Trefl stand to see how the game is played. Trefl is also giving an extra 10% discount on all orders placed between 23 January and 1 February.

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DID YOU KNOW? There are more than 10,000 words that can be created from the element symbols of the Periodic table.

FReNeTiC is a frenzied scramble against the clock and your opponents to score the highest points from the innovative scoring system. FReNeTiC is the new game from the team that brought you

Enquiries to: Fiona Fraser-Bell, Accentuate Games Ltd Email: Mobile: 07748 184 525

Find us a t

Stand G65

Toy Fair 2018

University Games 01616 865 520 Stand F10 It was a successful 12 months for University Games last year, as the company once again experienced significant growth within the board games sector. This was boosted by a strong performance from brand favourite 5 Second Rule, which has gone from strength to strength with the support of the mini game and the introduction of 5 Second Rule Jr. Now, University Games is setting its sights on a bigger and better 2018, with new releases and re-imaginations of brand favourites. Quick thinking, fast paced Smart Ass is the brand’s number one focus for the year; a bestseller for many years, more than 2.5m copies of this game have been sold worldwide. Smart Ass has undergone a complete rebrand for 2018, with new questions and four different versions, including the original board game, the original card game, and two special edition card games - 90s Nostalgia and Geek Chic. New for 2018, Ultra Dash has already seen success in the USA, making it into the 2018 Toy of the Year finals. Ultra Dash features three different game modes, including solo play, head to head, and team vs team. Players must design their course using the different coloured targets. When the colour flashes on the wand, they have to race against the clock to the matching coloured target and connect it, before heading to the next target. The quickest player to complete the course wins. To take the game to another level, players can opt to throw in outfit changes at the different coloured targets. This game is fast paced and active – ideal for getting the family up and moving together. For younger players, Jitterbug provides entertainment as he jumps around whilst players try to attach legs to him. The first player to attach all their legs to the Jitterbug and press his hat wins the game. Back with a revised format including all new branding and gameplay which replicates the game, TV favourite Pointless will also be a key focus for 2018. Players track their points with the app, which includes realistic sound effects, and the game includes a complete set of new questions. Players can now compete for the Pointless Trophy, and to win the jackpot. A completely new market for University Games this year, 3D Pixel Puzzles will also be a key brand focus. There will be eight different puzzles for kids to create offering various levels of difficulty including spilled wine, coffee, a cheeseburger, cupcake, shark, sushi, and an astronaut. The latest new addition to the portfolio of games is Fishing for Words, in which players aim to catch the biggest word. Players roll the dice, make the longest word they can and score points as they go, with players taking turns to make a new word off the current word already down using any spare dice. The player with the highest score after five rounds wins. This year University Games will continue in the footsteps of 2017 with strategic marketing campaigns to support both new and existing brands including TV advertising for 5 Second Rule, Googly Eyes, Staccups, Ultra Dash, Smart Ass and JitterBug. This will also be matched with a heavyweight PR campaign, which will include influencer outreach for unboxing videos, as well as targeting traditional media. All games will be supported with social media growth driver campaigns to ensure retailers are supported from every angle.

SJD Games 07766 012 997 Stand Gallery 175 SJD Games is set to launch Junior Jask at Toy fair 2018, following the success of the flagship board game Jask. The company’s core family board game Jask has already become a favourite in British households. With its flexible play pattern, which incorporates both easy and difficult questions, different scoring systems to ensure younger members of the family are included, and gameplay that allows all players to participate at the same time (plus move in every round), the company has ensured that no player will feel left out. While still continuing the core theme of Jask – ‘Words Beginning With’ - Junior Jask combines the entertainment and learning aspects of the original game with engaging and fast-paced gameplay that will encourage adults to join in too. Junior Jask offers two levels of gameplay for differing player abilities. In the Easy version, suitable for age four to eight years, the first child to shout out the name of an object or picture beginning with a particular letter wins the card in play, and the overall winner is the player with the most cards at the end of the game. Although the Difficult version of the game starts the same way, the cards are returned to the bottom of the deck after each round rather than being kept by the player. Instead, each child writes down the letter they have won in that round on the pads provided. The first child to spell one of the Junior Jask pictures or objects wins the game. This version is recommended for over-eights. The Jask portfolio is just starting its journey into family homes, and the company predicts that its ‘Words Beginning With’ game format will bring traditional family gaming to life even further, with players able to choose from its range of games; Jask, Travel Jask, and now Junior Jask.

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Toy Fair 2018

Orchard Toys 01953 423 422 Stand B12 Educational games and jigsaws manufacturer Orchard Toys is excited to be showcasing a new range of pre-school puzzles, alongside new games at London Toy Fair 2017. The Look and Find activity puzzle range for ages 3+ is a new way to learn from Orchard Toys. Covering key pre-school topics including the alphabet, numbers, shapes and colours, each box contains two jigsaw puzzles – one learning puzzle and one fun animal scene. After piecing together both the puzzles, children can use them together to develop observational skills and reinforce learning by matching items on both the puzzles. These products are great value for money, and great fun. Money Match Café is a fun role-play money game, where players race to be the first to serve all of their meals to the correct tables. The uniqueness of this game is that it encourages children to create a café scene using their own teddies, dolls, and toys as customers at the 3D tables. For educational play value, children must use their addition skills to add up the coins on the cards to match the total price of a meal. Money Match Café is the perfect educational game for 5-8 year olds, developing skills in addition, imaginative play and money handling with lots of added fun. Dinosaur Lotto is a colourful, dinosaur-themed matching and memory game for children aged 3-7. The simple lotto gameplay can be made more challenging by turning over the boards to the blank side, meaning players have to match the tiles to the busy dinosaur scene instead. The game features a variety of dinosaur species for children to match and identify for even further play value, perfect for budding explorers. Visitors to London Toy Fair can receive a free stock pack worth approximately £104. This is valid on all orders over £400, delivered by 28th February 2018.



07748 150906 Stand G46

0800 038 5195 Stand Gallery 540

Bertoy is in full preparation for season 2018, with an assortment full of surprises, as almost one third of the range consists of brand new items. In Crocodile Creek, the company will be introducing several new themes throughout the assortment. These will include Unicorns, Sweet Dreams, At the Races, Ice Age and A Day at the Museum. The latter is an immediate eye catcher with its distinctive packaging, as well as the inventive content of the puzzle. Bertoy believes the nautical theme will be big this year, and is expecting its new Shark theme to be a best-seller. All of these new designs will continue throughout different ranges such as balls, dinnerware, and puzzles. In Tiger Tribe, Bertoy will be adding products to the craft section: sticker sets, glitter tape sets, card making kits, postcards, and gel pens. The classic colouring sets have not been forgotten, with the new Animal All Stars a favourite. With the success of the Unicorn Colouring Set this past season, the new Flock of Unicorns is also a great complementary addition. These miniature sets are a perfect example of pocket sized portable play. Children can take their flock of unicorns everywhere and create their own adventures with the four mini unicorns. Each box converts into a beautifully illustrated back drop for play and display. To help the consumer to understand the concept of the Tiger Tribe brand, in Q1 2018, Bertoy will be launching a new colouring pack, with an opening retail price point of under £10.00. Bertoy will also be introducing the brand Mudpuppy to the UK and Ireland in 2018. This brand, like Tiger Tribe, is focused on the creative side of play and has expanded its range of puzzles for 2018. Bertoy already distributes the brand in Europe and it is delighted to further expand into the UK and Ireland. Bertoy’s top picks for Tiger Tribe include the Mini Memory Game and the Touch & Feel Puzzles for smaller children. The Search & Find and Geography puzzles are educational tools, helping children learn how to count, connect colours and objects, and learn about the earth’s geography. For children looking for a real challenge, the Very Long Puzzle is three feet long and contains four shaped pieces that can be taken out. Bertoy also offers Glow in the Dark Puzzles, which light up in the dark to reveal new underlying images. The Unicorn is extremely popular in this range, but puzzles are also available in new themes such as Superhero and Forest, while the current designs like Rainforest, Fairies, Dinosaur, Outer Space, and Under the Sea continue to perform well.

Magformers UK will unveil a new sister brand at London Toy Fair, to sit alongside its award-winning and categoryleading magnetic construction sets. Clicformers is non-magnetic, but offers similar creative construction play options to children as Magformers, with four different ways to build 3D models – by hooking, stacking, folding, or clicking pieces together. Developed in Belgium and at Magformers’ R&D headquarters in South Korea, Clicformers pieces can rotate 180 degrees when connected, are very durable, promote the fundamental values of playing with building blocks, and encourage role-play. Clicformers has been two years in development and like Magformers, is a creative, highly versatile toy. It is a new product range to sit alongside Magformers and offers retailers a magnetic construction toy and a click-and-connect construction toy from the same supplier The Clicformers 2018 range will include Mini Construction, Mini Space, and Mini Transport sets containing 30 pieces and stickers, with SRPs around £20. A 34-piece Speed Wheel Set makes 10 different vehicles plus special themed Construction and Rescue sets. Among several new Magformers-brand products launched at London Toy Fair will be the Rally Kart set. The set includes six magnetic Magformers shapes and four wheels, plus a rally driver character. Children can make a series of different recommended rally cars – or use their imagination to create their own style of racers. Magformers Rally Kart Sets are available in blue/green and purple/ yellow/orange colours, with male and female drivers. New compact and open bubble packaging lets children see what’s inside before buying. It’s an ideal Magformers introductory set, as all pieces are compatible with all other sets.

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Fiesta Crafts Ltd - 121 Brooker Road, Waltham Abbey. EN9 1JH


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Toy Fair 2018

Melissa & Doug 0800 731 0578 Stand D11 Melissa & Doug is presenting a wide range of toys and other products at Toy Fair this year. Amongst the products on show, visitors will find the wooden Pretend Play food, kitchen and house collections, dress-up and role play costume sets, wooden developmental toys, jigsaw puzzles, large plush animals, as well as an extensive range of sticker books and arts & crafts. New for 2018 is First Play, a collection of wooden developmental toys. First Play toys feature bright colours, bold patterns, and whimsical designs that boost skills while sparking imagination.

Make It Real 01613 024 100 Stand E21 (Sales Partnership) Make It Real is an interactive arts, craft, and design brand, offering a variety of products across a wide age range of categories. The range divides into four collections: Beauty, Decor, Jewellery, and Fashion. For each collection and every kit there is a magazine, or Dream Guide, which profiles the careers of real-life female creative professionals, working in those specific fields of design. Through its product, Make It Real aims to introduce skills used by professional creatives every day to the next generation. Technology and the use of apps and digital media is a feature of daily life, and Make It Real aims to take the best of both old and new to make something different. With the belief that making craft is fun, but that following badly written, confusing instructions isn’t, the company has developed a free app which provides step-by-step instructions for every make. The app also acts as a forum on which kids can share pictures of their completed designs. Visitors to Toy Fair can view the latest range of products, including the Unicorn Hoodie Blanket kit, the DIY Dreamcatcher kit, the Paint & Sparkle Mermaid Nail Art kit, and the Rainbow Bling Bracelets kit.

Tobar 0844 573 4299 Stand Gallery 305 Tobar is presenting a range of new products at Toy Fair. With mermaids set to be a key trend for 2018, the Magical Crystal Growing Mermaid is an ideal gift for mermaid lovers. Kids can add the crystal solution to the base, and in minutes the crystals will grow to make waves for the mermaid to sit on. Available in four colours, the Fizzing Mermaid is ideal for water-based fun. Kids can simply place the fizzy bomb in water and watch it bubble and dissolve into the mythical aquatic creature. The Mermaid Pencil and Eraser makes an ideal addition to a stationery set and comes in four different designs - Purple Mermaid, Blonde Mermaid, Seahorse or Clam Shell, so kids can collect all four. The handheld Mermaid Bath Squirter provides bath time entertainment in the tub, as kids can suck up water and squirt their friends and relatives. Tobar’s Neon Slime is available in six different colours, while the Splat ‘n’ Mix Slime, available in four assorted colours, lets kids enter a world of brightly-coloured goo. With the new Smart Putty Mini Mix kids can mould, stretch and bounce putty in a variety of different styles, including Glow in the Dark, Dazzle, Glitter and Normal. Kids should also watch out also for the UV Reactive Smart Putty – the putty changes colour when exposed to ultra-violet light. UV Reactive Smart Putty comes in four colour combinations: green/red, light blue/dark blue, pearl/purple and yellow/red.

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The Gruffalo is coming to Milly&Flynn in 2018! Š 2018 & TM Julia Donaldson /Axel Scheffler. Licensed by Magic Light Pictures Ltd.

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Stand B115

o m O r f r c hard Toys! W E N

MillyandFlynn @MillyandFlynn MillyandFlynn 01242 241765

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Stand B12 23rd - 25th Jan

Visit our stand to see our other new lines and for show offers! Contact your local rep/agent or call 01953 859539 email:


Stand 10.0/H-13 31st Jan - 4th Feb


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New York Toy Fair Interview

Life in the Big Apple

Ahead of the New York Toy Fair, Toy World spoke to Stephen Passierb, president and chief executive of The Toy Association, to gauge his thoughts on the forthcoming event and current state of the US toy market.

will have grown in 2017. But the market changed last year; licences are no longer the slam-dunk they once were. Toy companies need to be very careful about the volume of licensed merchandise they produce. While the U.S. market should show annual growth, one area of concern may be with price points, as 2016 saw many $100+ products sold that are not being replicated so far in Q4 2017. The final three weeks leading up to Christmas will tell the tale as per item price points tend to increase for holiday spending.

Which ranges emerged as the winners in the holiday season? How is the 2018 show shaping up? New York sold out again months before the show. On one level, that’s great and testament to the extent to which the show is thriving. On another level, it’s a lost opportunity. New companies need a presence at the show to help put themselves on the map, but realistically, we need a much bigger building to be able to accommodate as many of them as possible. That is still four years away, when the Javits Center expansion is completed in 2021-2022. Because of the lack of floor space, we are left with no choice but to work closely with existing exhibitors, while new companies are subject to a jury process to qualify to exhibit at the show. We want to make certain that have the right mix of 1000+ companies to allow us to deliver innovative new products and the best possible experience for buyers attending the show.

Given the constraints of the venue, has a change of location been considered? Overall, the sentiment is that our members want the show to stay in New York, given the strong access to media and the finance industry. So, in the short term, we are focusing on continuing to grow the international stature of the show; in the long term, we’ll be able to physically grow the show when more floor space becomes available in 2012-2022.

How did 2017 end up for the US toy market? It has been a challenging year for the US market. Major movies have under-performed here, as I understand they have in Europe. However, even after the disappointment of the summer box office, NPD is still predicting that the US market

Collectibles, board games, playsets and robotic/ interactive toys continue to lead. Fingerlings has simply exploded. The app-enabled R2-D2, and three of the L.O.L. Surprise! selections are generating huge media coverage and consumer action. Likewise, the Barbie Dream House appears to have sold out. The Star Wars E7 Black Series continues to perform, there are new Hatchimals offerings and the Hovertrax 2.0 appears to have performed well.

How is the US market coping with the ongoing situation at Toys R Us? The TRU restructuring has infused a degree of uncertainty among both manufacturers and consumers alike. Long-term, it will be a positive step for TRU since a somewhat different company, better positioned for both the present marketplace and future, will emerge. Our members, especially mid and small manufacturers, continue to work on settlements, while the Toy Association is focused on keeping members informed of developments in the bankruptcy court and necessary actions.

Was the PlayFair consumer event a success, and what are your plans for further shows in 2018? Play Fair 2017 successfully expanded to more than 230,000 square feet of space – three times its previous size – bringing together toy and play fans of all ages under one roof for countless memorable experiences with their favourite toys and brands. Formal survey results from those in attendance came in extremely positive: 86% said they will use what they saw at Play Fair to determine some of the gifts they will purchase this holiday season. And when asked, “Did you or your family discover any new toys or

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characters at Play Fair that you don’t already play with or watch?” 75% responded with a yes. Net Promoter Score currently stands at an impressive +45.45 while the VIP ticket holders, who paid significantly more, are at +52.27. The next Play Fair is set for November 3-4, 2018.

How was Dallas, and what are your plans for 2018? Well over 600 registered buyers helped drive the success of the October show, including representatives from Amazon, Barnes & Noble, Target, Toys“R”Us, Walmart, Hobby Lobby, Family Dollar, CVS Health, Sam’s Club, and Michael’s Stores. The retailers came from a wide spectrum, from drug stores and supermarkets to discount chains and department stores. In total, Dallas welcomed 2,838 attendees from 20 countries. Fall Toy Preview 2018 is set for 2nd-4th October in Dallas, while we continue to examine what additional activity might make sense in Los Angeles.

How do you see the US toy market shaping up in 2018? A strong U.S. economy bodes well for the broad retail sector, with toys coming along for the ride. Licensing will continue to play an integral role, yet easy wins may be more difficult to find. It will be interesting to see how 2017’s top brands and items continue momentum in the new year and find further innovation. It is clear that kids and parents alike are placing a high priority on lasting play value and are willing to spend more for truly innovative products, hot licensed products and technology.

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New York Toy Fair Preview

New York Toy Fair A Critical Hub for Global Play Professionals


s the largest toy trade show in the Western Hemisphere, the North American International Toy Fair is a “must attend” event for global toy and play professionals from all over the world as tens of thousands of toymakers, distributors, retailers, licensors, and other trade guests visit New York City each year to see the newest and hottest playthings coming to market. The 2018 show – taking place 17 to 20 February – will welcome an influx of international guests from more than 100 countries, making it one of the most dynamic Toy Fairs in recent history. This year, about 1,000 exhibiting toy companies from six continents will showcase their toy lines to more than 30,000 visitors. The Launch Pad area will exclusively feature first-time exhibitors that are new to Toy Fair, offering a rare glimpse at never-before-seen product. In total, the hottest trends in play and youth entertainment will be unveiled across more than 40,000 net square meters at the Jacob K. Javits Convention Center, from the latest tech to beloved classics. “Toy Fair ’18 will help toy companies and

talented entrepreneurs get a foothold in North America and in emerging global markets, while providing buyers with direct access to bold new inventions, veteran brands, and everything in between – all under one roof,” says Marian Bossard, executive vice president of global market events at The Toy Association, the U.S. trade group that produces Toy Fair. “It’s a worldrenowned marketplace for spotting what’s new, next, and cutting edge in the world of toys and play – and truly unlike any other toy show in the world!” But Toy Fair isn’t all work and no play. Show organizers have scheduled an array of special events and enriching seminars designed to help visitors build new contacts and learn about the future of play, youth trends, licensing, independent retailing, safety compliance, entrepreneurship, and more. Note: All of the offered sessions are free for registered attendees, with the exception of the Global Trade and Market Expansion programming, which is free only to Toy Association members and costs $99 for nonmembers.

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VISITING FROM OVERSEAS? As always, Toy Fair is rolling out the red carpet for global guests, with special resources for international buyers and other attendees. An invite-only International Visitors’ Welcome Reception at the end of opening day (17 February) will allow international Toy Fair exhibitors, press, trade officials, embassy representatives, and other attendees to meet and mingle. International buyers will also have access to the Toy Fair Buyers Lounge & International Business Center during the show, located in Room 1B03. Global buyers can visit to browse exhibitors’ virtual showrooms, place orders, and make vital business connections before Toy Fair even opens its doors. Visit or download the free Toy Fair Mobile App (available on iTunes and Google Play) for information about registration, exhibiting companies, special events, educational opportunities, hotel bookings, and more.

Our jumini range of beautiful wooden toys has grown enormously since last year and we are now excited to launch the Mr Men Little Miss collection. Mr Men is a classic brand, loved by generations. The basic shapes and bright colours epitomised by the characters will now feature in a gorgeous selection of ‘My First Mr Men & Little Miss’ wooden toys, including a fabulous Mr Tickle Bead Maze and a stunning Mr Men Little Miss Shape Sorter!


This new collection will be available to order at the Toy Fair, for immediate delivery. We think these retro style toys will strike a chord with parents and grandparents alike – donʼt miss out, order soon for your store!


Tel: 01908 969 969


Those following the Toys R Us bankruptcy protection proceedings in the US will be aware that a series of murky insinuations about the process have emerged. For instance, did you know that Toys R Us specifically chose to file for bankruptcy in Richmond Virginia because of ‘favourable’ jurisdictional conditions, which include making it easier to walk away from union contracts and allowing its lawyers to be paid at a higher rate. The New York law firm representing TRU is charging a whopping $1745 an hour – apparently 25% higher than the going rate in retail bankruptcies. It’s not just the lawyers which stand to gain either; bankers and other professionals who helped to arrange the $3.1bn loan to keep the company operating in the short term stand to collect a cool $96m in fees. Do you see a pattern emerging here? You may say that it doesn’t matter, providing TRU is kept afloat, but tell that to US creditors, who are expected to receive settlements of around 25 cents to the dollar on what they were owed before bankruptcy protection was filed. They are the ones who are ultimately paying for these parasitical organisations… It isn’t just the Toys R Us US operation that has recently been embroiled in financial controversy. It has been revealed that the UK arm of Toys R Us trebled former director Roger Mclaughlan’s pay package over the past three years. Analysis by The Sunday Telegraph of what it describes as a “web” of 17 Toys R Us subsidiary companies revealed that payments to Mr Mclaughlan – who now heads up garden centre business Wyevale - increased from £356,000 in 2014 to £1m in 2015 and £1.3m for the year ending 30 January 2016. The generous remuneration awards were made despite Toys R Us’s UK business making an operating loss in seven of the eight last years. One wonders what he might have been paid had the retailer enjoyed a successful trading period… Speaking to people around the trade in November and December, it soon became clear that the majority were stoically resigned to the market ending up down this year. The only question remains – how far down? “A year like no other…unprecedented”; these are the kind of epithets that were being bandied about. Double digit decline throughout October and November was always going to be difficult to make up in December, and the heavy snow that blanketed much of the UK on what should have been one of the busiest shopping weekends of the festive trading period didn’t help. Even Black Friday didn’t appear to

move the dial hugely; looking at the deals on offer, they didn’t seem demonstrably different to the week before or the week after. I suspect that retailers just didn’t have anywhere further to go in terms of discounting – and I’m not wholly convinced that further discounts would have made a massive difference anyway. Despite all this, at the time of writing this column, I’m led to believe that NPD is still predicting the UK market will end up only marginally down, at around 1%. That is a bold call – you have to admire their optimism. It is still achievable, of course: weeks 50 / 51 can theoretically each equate to a month’s worth of trading figures. However, after the past two months, this outcome would require some concerted spending by the great British public, which has hitherto not been evident. I’m sure we all hope that NPD’s crystal ball is working perfectly… It's not just the UK market which endured a challenging festive trading season: similar patterns can be seen throughout Europe. Italy was a whopping 38% down in October, France was down by double digits, Spain was down nationally by 12% (over 20% in Catalonia), while France and Holland are also in decline. The best performing territory is Germany at +1%... After what he describes as “20 fantastic years at the company,” Mattel UK’s country manager Dominic Geddes stepped down at the end of December, a decision he came to several months ago (and it was very much his decision). Talking to him when the news was first announced in December, his fondness for the company and his team who he said he had been proud to lead through some great times – remained undiminished, and the high esteem in which he was held in by all his colleagues will make him a hard act to follow. However, after 36 years in the toy industry, I suspect he will continue to be involved in the trade and we’ll keep you informed about his next move. Following Dominic’s departure, Mattel has announced that Michael Hick has been appointed as country sales lead for the UK and Ireland. In his new role, Michael will report directly to Sanjay Luther, managing director Europe. Michael will therefore lead the changes in the UK, which – it should be remembered – remains Mattel’s largest market in Europe. I’m sure that means it will ensure that the UK operation is well-supported in terms of budget and infrastructure going forward…

Golden Bear’s Barry Hughes shared the following photo of an item he saw on a market stall in Hong Kong. I think we all know that the toy industry faces a huge challenge with counterfeits, which are often becoming increasingly sophisticated. Not this one. Fair enough, it has copied the characters and logo style perfectly. But something tells me that the name of the set – shown clearly at the bottom of the pack - gives this away as a line which would have struggled to get through the approval process...

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Toy World January 2018  
Toy World January 2018