Toy World March 2018

March 2018 Volume 7 Issue 6

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The Team...

CONTENTS March 2018 Volume 7 Issue 6

John Baulch

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

44 London Toy Fair Review

50 Feature: Science & Nature

Mark Austin

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

Anita Baulch

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

News

Opinion

Features

07 From the Publisher

32 NPD column

40 Hong Kong Toy Fair Review

10 News

35 Talking Shop

42 Nuremberg Toy Fair Review

22 Industry Moves

64 Viewpoint

44 London Toy Fair Review

24 Marketing World

66 Q&A Richard Dickson, Mattel

50 Feature: Science & Nature

28 Licensing World

108 Allegedly

69 Feature: Outdoor Toys 92 Feature: Action Vehicles

88 Fresh

Contributors David Ripley | The NPD Group | Jim Hawker | Mark Buschhaus | Stephen Barnes | Martin Doyle

Rachael Simpson

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

92 Feature: Action Vehicles

69 Feature: Outdoor Toys

Casey Goodman

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

toyworld The business magazine with a passion for toys

Mark Crowford

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

Alakat Published by

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

www.toyworldmag.co.uk @toyworldmag @baulchtweet

toyworldmag

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Toy World Magazine

I

from the publisher

John Baulch - @Baulchtweet

have just returned from my trip to the New York Toy Fair, bringing this year’s Toy Fair season to a close. As usual, it has been a fascinating and intense five-week period, giving Toy World the chance to view thousands of new products and talk with hundreds of people from the toy community about what lies ahead over the coming months.

2017 was certainly a lively and unpredictable year for the toy industry, and I have a sneaking suspicion that 2018 will turn out to be no less memorable.

2017 will go down as a year when many of the traditional trading patterns and industry norms were turned on their heads. Some companies embraced the changing landscape and enjoyed a tremendous year, while others found the prevailing conditions harder to navigate in the short term.

NPD’s London Toy Fair presentation, detailing how 2017 ended up, made for interesting listening.

Top-line, the UK toy market finished 2.8% down, with Q4 being the main culprit – the market was flat to the end of September, then took a £65m dive in the last three months of the year. Only three weeks in Q4 saw sales increase – the first week of October and the last two weeks of the year. Weeks 48 and 49 saw the biggest losses, while Black Friday week also experienced a significant decline. Plenty to ponder for suppliers and retailers, who must now weigh up whether 2017 was a ‘blip’ year, or whether the changes in consumer behaviour and the retail environment are more permanent.

Never has a flexible, nimble, pro-active (and reactive) approach been more important. There were winners and losers in 2017, as there will be this year, and those suppliers and retailers who are able to adapt quickly to the prevailing conditions will retain a competitive advantage.

Innovation and own IP development is key; it is no longer enough to rely solely on a licence or big movie. From what I can see, most people are not just sitting there and moaning about the fact that everything is changing – they’re getting on with the task of working out the best way to ride the waves (as someone who has spent over three decades in the business, I can promise you that it wasn’t always like this).

Amidst the fluctuations in trading patterns in the latter stages of the year, one subject dominated conversation; the fate of Toys R Us. As I write this column, the denouement of this saga is not yet known, but is widely acknowledged to be imminent (indeed, publishing law suggests that news will break hours after this issue is sent to the printer).

The UK arm of Toys R Us was officially put up for sale in early February, along with all the retailer’s European operations, encompassing 230 stores in ten countries. The industry is waiting with bated breath to see if any potential suitors make a bid, whether they choose to wait until the retailer goes into administration to see what can be salvaged, or - worse-case scenario - if Toys R Us disappears from the retail landscape altogether.

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Media reports have suggested that a potential buyer would have to provide an immediate £50m to pay off the consortium of banks providing financing to the US parent company. A further £70m would apparently be required in the first year to fund a major overhaul of its store estate and subsidise more competitive pricing. Should Toys R Us acquire a new owner, it appears likely that it will be a restructuring specialist rather than an existing toy retailer; Hilco continues to be mentioned as an interested party, as does Alteri Investors.

If there is to be a deal, what exactly will it entail?

Surely no-one will take on the liabilities, chiefly the pension deficit? And would the Toys R Us name even be involved in the arrangement? Many people haven’t even considered that point, but I have spoken to a couple of extremely knowledgeable individuals who question whether the parent company would want that to be part of any deal.

Hilco, of course, famously bought HMV under what are perceived as similar circumstances, but are they? The HMV acquisition was a seamless transition from one owner to another; the Toys R us scenario looks infinitely more complicated.

Perhaps that is why we’re still waiting to hear whether any of the interested parties will step forward with an offer. Keep an eye on our website and twitter feeds; as soon as there is anything to report, we will shout it from the rooftops. I am sure that the whole toy industry – including the TRU team – would appreciate clarity as quickly as possible.

With Toy Fair season behind us, this issue is perfectly timed to reflect on what we’ve seen and the industry’s prevailing mood. There are reviews of the Hong Kong, London and Nuremberg Toy Fairs (New York to follow next month), along with feedback from retailers about their Toy Fair experiences and how the year has started – which I’m pleased to say is largely positive. We’re already seeing signs that the Squishy phenomenon is the year’s first big craze, while several newly-launched collectible ranges have also got off to a strong start. As NPD’s Melissa Symonds points out in her column this month, the most successful new properties of 2017 were launched in the first quarter of the year, so some of this year’s big winners may well already be on shelf.

This issue also includes extensive features on a selection of key product categories – Outdoor Toys, Science & Nature and Action Vehicles. Bringing you details of the latest product introductions will always be an integral component of our editorial mix, but a good trade magazine should be so much more than a catalogue of new products and big pictures. The toy industry is changing, and we want to help the toy community to understand how it is evolving and how best to navigate the changing landscape. Whatever twists and turns the toy trade experiences over the coming months, Toy World will have its finger on the pulse, trying to make sense of it all. Stay with us for the rollercoaster ride.

News Saban partners with Hasbro for Power Rangers from 2019 Following the news that Saban Brands and Bandai have mutually agreed not to renew their Power Rangers master toy licence as of April 2019, Hasbro has been named as new master toy licensee for the property.

Hasbro will design, produce and bring to market a wide variety of toys and role-play items inspired by the long-running TV and movie series.

Beginning in spring 2019, Hasbro will release toys based on the popular brand. The company will control the master toy licence for Power Rangers worldwide, with the exception of Japan and a small number of other Asian markets, where it will remain with longtime partner Bandai.

“We are honoured to create a world of play experiences for such an iconic action brand,” said Brian Goldner, Chairman and CEO of Hasbro. “Saban’s Power Rangers are universally recognised and their hallmark attributes of teamwork and inclusivity perfectly align with our core values at Hasbro.”

“Hasbro leads the way in brand storytelling and creating engaging experiences across its exceptional portfolio of blockbuster and partner brands,” said Haim Saban, founder of Saban Brands and creator of Power Rangers. “Quality, innovation and a focus on designing dynamic products for fans of all ages makes Hasbro a great partner for Power Rangers.”

Both Hasbro and Saban Brands are dedicated to continue growing this iconic brand. In recognition of this investment and during a period of time after Hasbro becomes the master toy licensee, the arrangement provides Saban Brands and Hasbro with the opportunity to initiate Hasbro’s purchase of the Power Rangers property.

Worlds Apart signs new US distribution partners Worlds Apart has secured US distribution with Moose Toys on its brand new feature plush line for 2018. Scruff-a-Luvs is a new range of six plush characters, based on the heart-warming videos of homeless scruffy pets being adopted, cared for and brought back to full health and happiness. When kids adopt their pet, it arrives as a sad ball of matted fur, but once they wash, dry and groom their Scruff-a-Luv, they reveal its inner beauty and whether it’s a dog, cat, or rabbit.

Worlds Apart is partnering with Moose Toys to distribute its new range for launch in North America and Australia in 2018. The Scruff-a-Luvs range will launch worldwide with future brand extensions planned for 2019 and beyond. A fully integrated marketing campaign will run across all markets in autumn/winter 2018.

Worlds Apart has also enlisted Zuru to distribute its new toy line, Tube Superstar, in the US. Tube Superstar lets kids role-play being a YouTuber. The product features a QR code microphone that enables kids to apply editing effects as they go. The exclusive child-safe app, created by Worlds Apart, features three different video modes inspired by the most popular YouTube video themes, with over 50 different filters and effects, including facial recognition, animation, stickers and sound effects.

Zuru will be leading distribution of Tube Superstar in North America, Australia and New Zealand, launching with a 360 marketing campaign to include TV, digital and influencer campaigns from June.

MARKETING & DISTRIBUTING BRANDS

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

tel. 01604 678780 email. dkl@dkl.co.uk

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www.dkl.co.uk

News UK toy sales decrease in 2017 UK toy sales decreased by 2.8% in 2017 to £3.4b according to the NPD Group. The slight drop follows three consecutive years of growth and a particularly strong year in 2016 and, despite the small decline, still positions the UK as the largest market in Europe.

Natasha Crookes, director of public affairs and communications for the BTHA, commented: “We are disappointed but not surprised by the contraction of the market from 2016’s exceptional performance. The increasing breadth and depth of counterfeit toys is a real concern, with an estimated £400m worth of sales being lost to the industry, as well as the cost to companies from the theft of innovative design. 2017 was also a mixed year, with disappointments in some sectors but real success stories in others. Collectibles, for example, seem to be an unstoppable force within the industry.”

Collectibles grew by 17% in 2017 with brands such as Fingerlings dominating the must-have lists. The category was responsible for 9% of the overall value of the market and 19% of all units sold. Other strong sectors in 2017 were Doll Playsets, Pre-School Figures and Action Figures.

Frederique Tutt, global toy analyst for the NPD Group, added: “After three good years of growth for the UK toy industry, 2017 saw a decline as did other territories such as France and Australia. While licensed products are an integral part of the industry, across Europe it has been a sector that has under-performed – with the exception of PJ Masks, Cars 3. and Lego Batman.”

NPD has also released a list of the Top 10 Toys from 2017.

1. MGA Entertainment – L.O.L Surprise! Doll assortment 2. Spin Master – Paw Patrol Vehicle and Pup 3. Jazwares – Fingerlings Monkeys 4. The Lego Group – Batman the Movie Minifigures 5. VTech – Kidizoom Duo 6. Flair – Shopkins 2-pack Assortment 7. Anki – Cozmo 8. MGA Entertainment L.O.L. Surprise! Big Surprise Ball 9. Flair – Shopkins Shoppies Dolls Assortment 10. MGA Entertainment L.O.L. Surprise! Lil Sister Assortment

Science4you appoints Vivid as UK distributor Established in 2008, Portuguese company Science4you develops scientific and educational toys for STEM play, helping kids to gain knowledge in the fields of science, technology, engineering and mathematics. Its products are sold in over 40 countries around the world.

With UK market opportunities growing exponentially, and in line with the company’s plans to expand and consolidate its internationalisation strategy, Science4you has appointed Vivid as distribution partner for the UK & ROI, tasked with bringing Science4you’s scientific and educational kits to the UK public.

Vivid will be offering the full range of existing kits, as well as three new lines which will be TV supported during autumn/winter – a first for Science4you.

Nick Thomas, commercial director at Vivid, commented: “We’re extremely pleased to be working with Science4you. Its range of science and educational toys already has a proven history at retail, and it is the perfect complement to our product portfolio. The STEM category looks to be a growth category in 2018, and we will make sure Science4you products will be there at the forefront.”

Manuel Laia, head of international business, at Science4you, added: “We’re delighted to be partnering with Vivid as our UK distributor. With its sales and marketing expertise, we know it will take the Science4you brand and products to the next level. We also want to thank Mike Barratt for the last three years of excellent work. He was a major contributor to the growth of the company, and his work was decisive to the next strategic steps of the brand.”

Basic Fun! buys K’Nex Basic Fun! has acquired the assets of K’Nex during an auction held 29th January, K’Nex spokeswoman Kate Loffio has confirmed. The construction toy maker will become integrated into Florida-based Basic Fun! Kate also confirmed that K’Nex will continue to operate in Hatfield Township and has kept most of its employees.

In an email, Kate said Basic Fun! did not assume all of K’Nex’s liabilities. She said the new owners are reaching out to the company’s suppliers and vendors to arrange agreements to supply the company with parts and services. She also said the owners intend to continue to obtain American-made parts, as it has done since its founding in 1992. The company has a long-term sourcing agreement with Rodon, also of Hatfield, to supply core parts for the company’s building sets and other products.

Basic Fun!’s name came from a merger last year with two other toy companies: The Bridge Direct and Tech 4 Kids. Basic Fun, which, like K’Nex, also started about 25 years ago in Southampton, Bucks County, sells novelty and impulse toys, handheld electronic games and classic re-creations.

Nat Southworth to run London Marathon for Toy Trust Kids@Play MD Nat will run the London Marathon to celebrate his 40th birthday.

Nat commented: “Having successfully completed the Hong Kong, London, and Nuremberg toy fairs my attention has turned to running off the excesses of these events. It’s been at least two years since I’ve undertaken a charity fund raising activity and this year I have a place to run in the London Marathon. It’s not my first marathon, but I turn 40 this year and wanted to do something positive to celebrate. So, 26.2 miles round the London streets it is! Any donations are greatly appreciated and having been involved in the Toy Trust (our industry charity) I have seen first-hand where the donations go to support children both in the UK & the rest of the world.”

To make a donation please go to www.uk.virginmoneygiving.com/NatLM2018.

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News Trading update from The Character Group The Character Group published the following update ahead of the company’s AGM meeting on January 19th: “Following on from our trading statement of 11th October, and the publication of the 2017 Annual Report and Accounts on 21st December 2017, we are pleased to confirm that trading for the first four months of the current financial year, which includes the all-important 2017 Christmas retail sales, were in line with expectations. Whilst international sales were adversely impacted by many factors, not

Asmodee to supply Bananagrams games to UK toy trade Asmodee UK has announced that it will be the new supplier of tabletop games from Bananagrams.

The line-up includes hit word game Bananagrams, in its distinctive yellow cloth pouch, which will officially be supplied by Asmodee from April 1st. The game was exhibited on the company’s stand at London Toy Fair.

While Bananagrams has been successful with all ages for several years, Asmodee UK – formerly known as Esdevium Games – is certain that it will be able to take the game to the next level in terms of increased retail distribution and marketing.

Bananagrams joins the company’s existing line-up of family favourites including Dobble, Rory’s Story Cubes, Codenames and Ticket to Ride.

Asmodee UK managing director, Steve Buckmaster, commented: “We’re delighted to be working on Bananagrams and feel it fits perfectly within our portfolio of games. The team is looking forward to getting started and building on the good work that has already gone into making the game such a success”.

Bananagrams was originally launched by Rena Nathanson and her father, Abe, at London Toy Fair back in 2006. Visitors to this year’s show were introduced to classic Bananagrams on the Asmodee stand as well as the other games from Bananagrams including Bananagrams Party, My First Bananagrams and the new dexterity game, Cobra Paw. The show also saw the UK reveal of the new Big Letter Bananagrams designed for players with poorer or impaired vision, featuring easier-toread, larger and bolder tiles.

least of which was the global refinancing of one of the world’s largest toy retailers, domestic sales continued to perform well, showing growth when compared against the comparable period in the previous year.

Our leading brands, the top five being Peppa Pig, Little Live Pets, Stretch, Mashems and Teletubbies, continue to trade well. These core ranges will be strengthened as we add innovative product extensions to them. We continue to add exciting new ranges, such as the new line up of Pokémon products, which will be launched at retail this summer. The directors are confident that the performance of our core ranges and these new introductions will positively impact the 2018 calendar year as a whole.

In difficult trading periods, it is reassuring that we can rely on our management to not only read the market well but to react speedily and skilfully to address the impact of the rapidly changing conditions, notably in terms of the group’s commitment to inventory levels. Consequently,

under their stewardship, we have emerged from the Christmas period with virtually no excess stocks to deal with in-house, and with our major retailers having experienced a clean sell-through of our products.

As reported in the 2017 Annual Report and Accounts, whist the group’s performance for the half year to 28th February 2018 will reflect the overall lower trading compared to 2017, the board remains confident that, absent any major external factors, the group will return to its previous growth pattern during the second half of this calendar year and this will be fully reflected in the strength of the trading for the financial year to 31st August 2019.”

The statement added that, following the London Toy Fair, the company expects to see further growth in demand for its products and in its sales, both domestically and internationally.

A further update on the group’s progress will be made in April, when the financial results for the period ending 28th February 2018 are to be released.

newsanalysis Just bead it Toy World spoke to David Allan, sales and marketing director at DKL Marketing, to find out more about the TV advertising campaign the company is launching for leading bead brand, Hama, this Easter.

Why has DKL decided to launch an Easter TV campaign for Hama Beads in 2018?

Hama is the market leader in the bead category, and the company offers the largest range of beads, sets and accessories available in the sector. This year, DKL is launching a new TV advertising campaign, with the aim of not only reinforcing the qualities of this successful brand with existing customers, but also introducing it to young parents with children who may require an introduction. So many children have grown up with Hama Beads - and still do - that we need to highlight the play value and opportunities that the brand offers in terms of creativity and play potential.

What can viewers expect from the campaign?

We don’t want to give too much away, but we can reveal that the advert will show the endless creations kids can make with Hama beads, and the play value offered by Hama for the whole family. Viewers will have to see the advert to find out more.

Will the TV advertising be supported be supported with other advertising platforms and formats?

DKL Marketing and Hama have invested in marketing the Hama brand strongly throughout 2018, including this high-profile TV campaign, with another campaign due in September. The TV advertising campaign will also be supported by influencers, vloggers and other PR initiatives, allowing us to further tap into the young parent market. We will also be providing support via in-store via giveaways, competitions and demonstration kits. This, paired with our social media coverage, will drive the Hama brand forward over the next 12 months.

You recently mentioned that further marketing activities to support retail partners will be unveiled – can you reveal more?

We believe in fully supporting our retailers with joint social media activity, in-store promotions and POS, as well as linking retailers directly into our campaigns. We are always happy to work with retailers to devise their own marketing support plan, specifically tailored to their store.

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www.hauck-toys.com

For more information contact: Malcolm Cook

News spotlight on A crafty move Headquartered in France, and with offices in the US, China and Spain, Canal Toys has announced the launch of its new UK operation. A dedicated office and showroom is due to open this month along with a new UK warehouse, and domestic distribution will also commence. The move is a natural progression for the arts & crafts specialist following its success oversees, and plans are in the pipeline for further investment in new brand design and IP development. As a key component of its UK strategy, Canal Toys aims to establish So Slime DIY, Power Dough and Only 4 Girls as long-term brands for the UK market.

New for autumn/winter 2018 is Power Dough, an innovative range of play sets which allow kids to mould and bring their dough creations to life. Each Power Dough set includes an assortment of accessories to personalise each creation, including light, sound and action features. Sets available for 2018 will include Animals and Vehicles, with an entry level price point providing kids with an accessible introduction to this fun range. Seven SKUs will be available, and the range will also benefit from a comprehensive marketing campaign with TV and digital media support.

Having enjoyed success in France, Italy, Spain and the US, Canal Toys is also introducing the Only 4 Girls range to the UK. Eight new products will be released this year, as the company embarks upon a new direction and focus for the popular brand of DIY fashion and creative kits. The refreshed Only 4 Girls Tape Machine, which has been TV advertised in France for the

past five years, allows kids to create personalised colourful rolls of tape with the included stickers and stencils, before using them to adorn personal belongings, furniture and more. This range will also be supported by a TV advertising and marketing campaign throughout the year.

As the market leader in slime products, Canal will also continue to promote its So Slime DIY range to UK retailers and consumers as the original slime factory maker. Launched in July 2017, over 500,000 So Slime DIY Factories have already been sold, and the award-winning product is currently the No. 5 toy in France. For 2018 the line will see the introduction of new colour SKUs for the original range, and a new boys’ range comprising four SKUs which will ship from May. Safe, simple and fully certified, So Slime DIY lets kids make their own slime from the comfort of their home without mess or hazardous chemicals, just by adding water.

Paul Clark, head of UK for Canal Toys, commented: “We are proud to announce the opening of the UK operation. Our products have proven success and history in a number of countries, so we have the knowledge and experience to ensure this success continues in the UK marketplace. We have invested substantially in both new brands and our own IPs and will be fully supporting these through a comprehensive marketing and media campaign in 2018.

We will also be introducing two new exciting brands to our portfolio later in the year.”

To contact Canal Toys, please email sales.uk@ canaltoys.com

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The Toy Fair team is busy wrapping up from a successful show in January and looking ahead to 2019. The final day Trolley Dash saw more than 3,500 toys kindly donated by exhibitors to Toy Fair’s official charity partner, KidsOut. The charity delivers a range of UK children¹s services, including support for children who have escaped domestic violence. A huge thank you to our exhibitors, and the time given up by the volunteers, who all helped to make the Trolley Dash a success. Thanks to the incredible generosity shown, more than Rebecca Deeming 3,500 children will The BTHA’s Rebecca Deeming now be recipients of brings Toy World readers up to their own toy box from date on the current news from the toys donated at the the association. event.

Exhibitor applications for Toy Fair 2019 are now open and the early bird booking discount applies until the 30th March, so make sure you get your application in as soon as possible. You can apply online at www. toyfair.co.uk and can keep up to date with the latest news by following us on Twitter @ ToyFairUK. Elsewhere this month, a group of participants from the industry will be running the Big Half Marathon in London, in aid of the Toy Trust. From everyone at the BTHA, we wish you all the best of luck and thank you for your commitment and efforts in helping to raise money for our industry charity. All funds raised will contribute towards the charity’s overall fundraising for 2018, which will help many children’s charities supported by the Toy Trust throughout the year.

BTHA members have also been invited to attend an IP Knowledge Day, organised by the Alliance for IP and the Anti-Counterfeiting Group. The event is aimed at those working in content / brand protection. There will be an opportunity to meet the whole Police Intellectual Property Crime Unit (PIPCU), as well as guests from the IPO Intel Hub and Crown Prosecution Service (CPS). The event will take place on 24 April 2018 in London. If members would like more details on this, please contact Kerri@btha.co.uk.

BTHA Briefing

For more information on BTHA membership, please contact Tracey@btha.co.uk. If you are already a member and would like to receive our weekly e-newsletter, please e-mail me at Rebecca@btha.co.uk.

News Lego celebrates 60th anniversary with Osborne’s Toymaster Osborne’s Toymaster, Rushden, was the first UK retailer to buy and sell Lego sets.

To celebrate this milestone, the shop’s store front was created completely out of Lego.

The shop front was unveiled by Lego UK managing director, Marina Edwards, congratulating Will and Pam Osborne on their great achievement. The door, signage and part of the outer walls were covered in Lego bricks. The takeover shop façade took 41 people to create, and customers were able to see it from the 26th January – 29th January.

The event was covered by Sky News, ITV East Anglia, BBC News Online, Channel 5 News, BBC Look East, BBC Radio Northampton, and Heart Four Counties.

Will Osborne said: "It was like a carnival, with people outside from dawn to dusk taking pictures and pointing. I was talking to one chap who came from Norwich and one guy apparently came from France obviously a Lego fan who thought he would never see this again. It was a feel-good event for the town and was good, not just for us, but businesses up and down the high street."

newsanalysis Crafty characters Toy World spoke to the UK’s leading independent publisher of children’s magazines, Redan Publishing, to find out more about its new arts & crafts magazine, Fun To Learn Friends Art. The magazine will contain art and craft activities featuring preschool characters such as Peppa Pig, Paw Patrol and PJ Masks.

Fun To Learn Friends Art is aimed at boys and girls aged 3-7 years, and will include a 40 page magazine packed full of simple art and craft activities. There will be a pull-out card activity in the centre of each issue and a giant sticker sheet to encourage greater interactivity throughout. Each issue also comes with a specially designed craft gift that links to an activity to make inside.

Launching on 14th March, it will retail at £3.99 and will be available from all major supermarkets and newsstand retailers.

Fun To Learn Friends Art will have an initial print run of 60,000 and will be on sale every four weeks. Julie Jones, MD at Redan, explains more.

Why did you decide to launch the new Friends Art magazine?

At a time when parents and children alike are being encouraged to cut down on screen time and concentrate on spending time together as a family, we felt that a dedicated craft magazine that encourages children and carers to spend quality time together, creating and learning alongside their favourite characters, would be a welcome addition to the pre-school sector.

What is going to help it stand out in a crowded sector?

Our unique mix of characters is what makes this title stand out on shelf. There are craft titles in the pre-school sector, but none that contain crafts based around hugely popular characters like Peppa, Paw Patrol and PJ Masks. Once inside the magazine, we hope that Redan’s reputation for the highest quality editorial and great value for money will shine through for our readers. We’ve had a fantastic reaction from retailers and licensors and feel confident that FTL Friends Art will be a popular choice for preschoolers and another top performer for the Redan portfolio.

How can toy companies get involved with the new publication?

We are already working with toy companies to set up fantastic competitions in the magazine that will really showcase their products and give our readers additional value for money. We are also looking for companies to come on board as covermount partners. We’ve had some fantastic results working in partnership with toy companies to sample new products to our readers and are looking to increase this kind of activity in the future across all our titles.

Ecoiffier partners with Kids@Play Following a strategic review and discussions with existing UK partners, Ecoiffier will be working with Kids@Play for autumn/winter 2018.

Its current UK partner, Mookie, will continue to take orders, and sell products for the spring/summer 2018 season to ensure continuity of supply to existing customers. From 31st March, autumn/winter 2018 and spring/summer 2019 orders will be taken by Kids@Play.

Jacques Ecoiffier commented: “I am very grateful to the team at Mookie for their support, but our respective businesses have evolved. I am delighted to confirm we will work with Malcolm and Nat at Kids@Play. I have known Malcolm for many years, and we are excited by the plans Kids@Play has for our business.”

Chairman of Kids@Play, Malcolm Evans, added: “It is a pleasure to reunite with the Ecoiffier family. We will now be representing two leading businesses from the Jura region of France offering customers logistics benefits. The world class names of Ecoiffier and Falk are a privilege to represent. Our 2018 ranges are very strong, and we now look forward to talking to UK & Eire customers about the many sales opportunities on offer.”

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News European expansion at Jakks Pacific

Langleys opens collectibles store in Norwich One of Norwich’s best-known toy shops has unveiled an overhaul of its city-centre store as it adapts to meet the rising popularity of collectible memorabilia. Langleys’ new models and collectibles store, based at its premises off Haymarket, near Norwich Market, had been pre-school store Little Langleys until mid-January.

The new store, known as Langleys Collectibles, will cater for interests ranging from Airfix models and self-assembly kits to branded collectors’ items, die cast model cars and Harry Potter wands.

Chris Goulding, store manager, said the company had made the decision to move its pre-school products back into the main store and use the space to expand another product range.

“We felt it was more appropriate to have the pre-school range back in the main shop, and here we decided to do something a bit different,” he said. “We were getting asked for a lot of these kinds of products – we’ve always had a model department in Langleys, but we thought it would be good to expand the range.”

Manager of the new store Gary Bicknell said a crossover was emerging between fans of models and collectibles and those into “geek” board games, a crowd Langley’s plans to cater to alongside collectors with more traditional tastes.

As part of its strategy for International growth, Jakks Pacific has announced new promotions and appointments in the EMEA team.

Richard Harris has been appointed SVP, EMEA Retail Activation.

Previously responsible for key accounts in the UK, this new role will utilise Richard’s experience to develop new retail initiatives across key accounts in Europe.

After two years with Jakks, Rachel Middleton-Smith has been promoted to senior director of licensing for EMEA, Australia and New Zealand. In this position, Rachel will be responsible for all licensing activity as the company expands its rights across multiple global entertainment brands.

Jakks is also pleased to welcome two new appointments to strengthen the current UK team led by Karl Pollard, VP sales, UK & Eire.

Martin Marriott has been appointed senior national account manager.

Martin joins from Nintendo having worked in the gaming industry for 10 years, and brings a wealth of experience to Jakks key customer accounts.

With over 12 years’ experience in the Toy Industry (previously at VTech and Mega Brands), Tony Mace joins the team as national account manager.

David Carscadden, GM & SVP Jakks UK, commented: “I am delighted to announce these significant developments within the team as we prepare for further growth internationally. With a recent move to Bracknell, our new offices are providing the hub for our European business, as we gear up for a broader role in supporting the continued expansion across EMEA. Coupled with new offices opening in France and Spain, and additional warehousing in Belgium, this is a truly exciting time to be part of Jakks Pacific growth.”

John Adams boosts sales team

Alex Taylor-Smith promoted at Generation Media

The company has welcomed three new hires to bolster its growing sales team.

Richard Pickford, previously a senior international sales executive at Igloo Books, has been appointed to the newly created role of international sales manager.

Luke Duggan, also previously from Igloo Books, has joined as a national account manager.

Ronnie Walters joins the company from Mamas and Papas where she was a business development manager, and will take up the role of territorial manager for the south west.

Sales director Bruno Gallone commented: “We are delighted to welcome Richard, Ronnie and Luke to the John Adams team.

With a wealth of new products and brands coming in 2018, the sales team will be instrumental in helping us bring these to market.”

The continued growth of Generation Media sees Alex Taylor-Smith promoted to director of business development. In recognition of his long-term commitment and expertise, Alex will assume the role with immediate effect.

Alex will sit on the board of directors at Generation Media to work within the team shaping the future of the agency, with a focus on the development of strategies that lead to business growth. He will continue to be supported by the wider senior management team and report to Lisa Morgan, managing director.

Alex commented: “I thank the team at Generation Media for their ongoing support in my career development. The journey so far has been an exciting one and I look forward to being a part of the team navigating the future of the business.”

Lisa Morgan added: “Generation Media continues to invest in our talent across the company. The promotion of Alex supports the growth of our business and services and reflects Alex’s contribution to this.”

Toy World 20

Olympia London, 22nd-24th January 2019 Apply to exhibit at Toy Fair 2019 online at www.toyfair.co.uk

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Industry Moves Sally Walker appointed general manager at Interplay

Wilton Bradley’s Mike Gascoigne promoted to key account manager Wilton Bradley is pleased to announce that Mike Gascoigne has been promoted to the role of key account manager.

Mike is well known to customers in the South West where he has been Area Sales Manager for the company for four years.

Simon Hampton, head of sales and marketing, commented: “Mike will complement our team dealing with our ever-growing number of national key account customers. He will be working alongside Dave Ellis, our national accounts manager. I know that Mike’s extensive knowledge of our branded portfolio and his outdoor leisure industry experience will be of great benefit to our customers.”

Interplay has confirmed that Sally Walker (nee Plumridge) is joining the business as general manager. Having held previous senior leadership roles including MD of Leap Frog and marketing director at Tomy and Mattel, Sally will bring her vision and toy business experience to the team.

Combined with the strengths of the existing Interplay team, Sally’s experience and skills will provide the leadership and structure required for the rapidly expanding business.

Ross Ainsworth, who has established and built the multi-award-winning company over the last 20 years, becomes CEO, with a special focus on continued creative innovation.

Sally commented: “I feel very lucky to be joining the great team here at Interplay.

There is something very special about the brands, the products and the people.

The achievements and performance of the business, particularly over the last few years, are real proof of this and I am excited to be part of the team building an even stronger future.”

Halilit welcomes Evie Johnson as sales account manager Evie joins the sales team following the unveiling of the new TrueDough and Rosa&Bo ranges.The appointment will provide the company with opportunities to develop its rapport with existing retailers as well as new relationships.

Amy Wildman, national account manager, commented: “We are thrilled that Evie has joined our team at such an exciting time for Halilit. As a national distributor we pride ourselves on delivering a high standard of service to our customers, ensuring that independent retailers remain aware of their value and importance to Halilit.”

“Evie has already become an integral part of the sales team at Halilit and is enthusiastic to begin working with a number of our customers.”.

Evie can be contacted on 01254 872454 or Evie@halilit.co.uk

Neil Leah joins Kids@Play as head of sales Neil has joined the team as head of sales, having held senior sales roles with Tomy, Playmobil, Vivid Imaginations, and, most recently, Imperial Toy. Nathaniel Southworth, Kids@Play managing director, commented: “I am absolutely delighted that Neil has agreed to join us as we develop our business. I have worked with Neil as a customer of his at Asda, and as a colleague at Vivid.

He is the ultimate professional and a proven talent in delivering sustainable business.”

Neil added: “Having seen the plans that Nat and Malcolm have underway, it took me about five seconds to say yes to joining their passionate team. The investment in tooling, licences, and the vision for the future reminds me very much of the early days at Vivid. I will be in touch with the buying community directly to share our exciting plans.”

Jumbo bolsters sales and marketing team Mark Holland joins the sales team as national account manager, and Bryce Vernon joins the marketing team.

Mark brings over 15 years of toy industry expertise to his role, having held sales positions with toy companies such as Jaques of London, Carte Blanche Greetings, and Wicked Vision.

Steve Washbourne, sales director at Jumbo Games, commented: “I would like to welcome Mark to the Jumbo Team. He has a wealth of experience and knowledge and will be a great addition to our team and sales force.”

Bryce will be responsible for be managing Jumbo’s growing digital platforms, including websites and social media, whilst assisting in both trade and consumer marketing strategies.

Toy World 22

Marketing World Hot Wheels and Nico Rosberg partner for 50th anniversary celebrations A series of events is planned to celebrate 50 Years of Hot Wheels, beginning at the Nuremburg Toy Fair.

The brand has announced a partnership with World Champion Nico Rosberg. To launch this partnership, Hot Wheels held a ceremony at Nuremberg Toy Fair to celebrate the induction of Nico as a Hot Wheels Brand Ambassador. In addition, the brand is also holding the Hot Wheels Team Challenge Stunt Show, in which pro-skater Stephan Pöhlmann will challenge two fans to a skate off on a custom Hot Wheels 50 Halfpipe.

Nico commented: “Hot Wheels was my first introduction into racing, and it’s where my love for cars began. In my new role as a member of the Hot Wheels team I hope to inspire kids to take on any challenge, and to compete, create and experiment with their favourite Hot Wheels cars.”

Diaframma and Mark TV merge to create Diamark The new Italian company aims to usher in a new era of communication. Diamark, born from the merger of two production companies with extensive experience in the world of TV commercials, says its objectives are to grow and flourish in terms of innovation, quality and competition in the global market.

After many years of fierce competition, the owners of both companies have decided to come together to commence a new project that, through scalability, will enable the company to invest in new technologies across all sectors of content creation.

Diaframma and Mark TV & Communication both bring 40+ years of experience in the field to the new merger, as well as different expertise and skills in the many categories each covers.

The merger aims to further improve the effectiveness of the TV commercial sector, and kids content in general, in an everchanging market.

Pino Marchi, president of Diamark, commented: “We’ve created Diamark by combining our professionalism, our hard work, our enthusiasm and our love for the work that we do with our team. The result is a single production house, and a company of true industry experts.”

Duccio Abolaffio, co-founder of Diamark, added: “We have a five-year plan to build and reinforce the leadership in our market with constant investment in the best equipment and talent available. We are always looking for high value partnerships to provide high quality TV commercials, that turn views into sales for our customers.”

Playmobil announces sponsorship of World Autism Awareness Week This year, Playmobil is working with the National Autistic Society to explore how the hand-sized figures with the famous smile bring joy to children on the autistic spectrum and help support their ongoing development.

The partnership will see Playmobil explore the relationship between children on the autistic spectrum and their much loved Playmobil toys through a research project. The toy manufacturer is also sponsoring this year’s World Autism Awareness Week (WAAW), taking place from 26th March. The week is the National Autistic Society’s biggest fundraiser of the year.

Jamie Dickinson, marketing and display manager, commented: “We’ve always known from parental feedback that children on the autistic spectrum really enjoy playing with Playmobil for a number of reasons. Not only is it a fun toy, it is durable, can be deconstructed and reconstructed with ease, and offers a way of re-enacting real-life scenarios through play. Our work with the National Autistic Society is allowing us to explore this special connection, speak with parents and children on the autistic spectrum to get real life feedback, and also help to give back to a great charity.”

Kate Vickers, head of supporter fundraising at the National Autistic Society, commented: “We were delighted that Playmobil was so keen to get involved with our vital work. There are over 700,000 autistic people in the UK, including children but also adults, plus their 3m family members and carers.”

If you would like to take part in fundraising for WAAW please visit www.autism. org.uk/get-involved/world-autism-awareness-week.

Toy World 24

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Opinion

Living in a digital world This month, Martin highlights the hot topic of brand safety online, and considers how parents, agencies and brands alike can address this important concern

W

hat is the fastest thing on the planet? On my unofficial scale it’s the speed that my mother used to go from niggling concern over something I should have or should not have been doing to all out, red alert panic. As a parent, she was no exception, and the onset of the internet and social media has only amplified the voice that nervous news (of both the authentic and fake variety) and worried parents have, and the speed at which concern can spread. The inescapable topic for 2018 thus far has been brand safety. Since January we’ve seen Roblox come under fire on its security from a school newsletter that went viral, and concerns over Google’s safety continue to rumble on from concerns first raised in 2017.

My opening gambit may have been in jest, but brand safety is rightly the number one concern for parents, agencies and brands alike.

I wanted to pose a question to you this month on the subject: who is to blame? Should we be pointing fingers at parents? Playing devil’s advocate, which parent in their right mind would take a child to a shopping centre and allow, or even encourage, their child to wander off alone? Surely very few: the possibility of a child being physically abducted would be too much to bear, even if the actual risk was very low. What about leaving bottles of alcohol within a child’s reach in the household, but trusting that they will make the right choice and not take a drink? Again, a choice that any parent would not make, even if they had their eye on the children at all times. Yet it seems that because the threat from online content is less tangible and the child remains in sight while

exploring it, the perceived risk is diminished.

But surely parents shoulder some share of the responsibility for their children’s safety online. Perhaps we simply can’t perceive the full scale of the risk, given that the media we’ve grown up with pre-millennium remains fairly well regulated. A movie must carry an age rating certification. An outdoor ad shouldn’t offend anyone, given that its potential reach is everyone. TV has a clear watershed. My first memory of a TV ad being banned was the infamous Tango ad of the early 1990s – an attempt to halt the slapping craze that had broken out in our playground and others across the country. I’m sure there was lots of broadcast content that I was shielded from by OFCOM in my childhood, and I am grateful for that. Yet the internet and specifically YouTube doesn’t yet have this scale of policing yet.

Does that mean it’s the government’s fault? Should our leaders be putting forced moderation in place as a condition of operation in this country? Their answer would likely be that many sites are opaque platforms, headquartered and taxable outside of their jurisdiction, so they have little or no control over them. Is it the website’s fault? Are brand safety breaches on YouTube exclusively Google’s hot potato: is it neglecting its moral responsibility? In actual fact, as I understand it, Google is doing a lot to try and fix the problem; it has hired thousands of human moderators in the last few months. Now, when a suspect bit of content is flagged up, it is blocked fairly quickly.

It is likely that it will only have been seen a few times: the chances of a brand being associated, or the content owner making anything other than negligible amounts of advertising

Toy World 26

Martin Doyle

Head of Digital, Generation Media.

Tel: 0207 307 7908 martin.doyle@generationmedia.co.uk revenue from it, are slim. But for parents, that is not good enough. One breach in a million is one breach too many and can be cause for nationwide concern. But maybe we need to be realistic here. 300 hours of content are uploaded to YouTube every single minute. It’s almost impossible to block content instantaneously.

However, it’s noticeable how quickly Premier League highlights are removed from YouTube; so, if super-fast moderation is a possibility, can this vigilance be adopted with the same degree of urgency in the kids’ space?

Ultimately, if we are going to unravel this tangled ball of yarn for the benefit of minors in the UK (and this should be our objective beyond all others), all parties associated with this industry have to take responsibility.

Generation Media, as an agency, is putting pressure on Google on our clients’ behalf – and if parents, schools and the government join in with the education and active protection of children using the internet, it will only add more voices to the chorus. But the race is on, between the pace that YouTube and other childfacing content hosts can remove inappropriate content, and the speed that worried parents can share their concern. I hope, like the Prime Minister, that we can make the UK the safest place to use the internet in the world. At present it seems there is only one winner, as I well know – the internet has made us faster, but my mum is still pretty damn quick, all these years on.

Every Diamark commercial beneďŹ ts from many years of production experience to achieve the best results for our Clients in the Toy Business.

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Licensing World Alpha Group appointed master toy partner for SpongeBob and Massive Monster Mayhem The Alpha Group and Nickelodeon have announced a global master toy partnership for the network’s animated series, SpongeBob SquarePants. The new product line is expected to debut worldwide in 2019, and will include toys, collectibles, plush, novelties and more.

Brehan Maul, vice president marketing, The Alpha Group LLC, commented: “It’s an honour for Alpha to partner with Nickelodeon for a new SpongeBob product line that will excite and unite a full spectrum of kids, teens and millennials. This is an amazing opportunity and we are planning a full range of SpongeBob collectibles, plush, novelties and playthings.”

Jon Roman, senior vice president, toys, Nickelodeon, added: “SpongeBob SquarePants is a timeless, iconic character whose humour and optimism resonates with fans of all ages around the world. Nickelodeon is thrilled to be working with The Alpha Group as SpongeBob’s 20th anniversary approaches in 2019.”

Alpha Group has also been appointed as the master global toy partner (excluding Asia) for the sci-fi competition series Massive Monster Mayhem.

Merchandise being developed by Alpha Group includes larger-than-life inflatable role-play toys and dress up items, as well as action figures, radio control toys, plush and board games.

Massive Monster Mayhem is an original show for kids aged 6-11 that combines live action and CGI animation with real competition and comedy.

Each episode features three real-life kid heroes competing in a gauntlet of Intergalactic Battle Alliance challenges to become Earth’s champion and face off against Master Mayhem’s league of monsters in the ultimate ‘Monster Mashdown.’ The series combines cutting-edge, real-time CGI and previsualization technology.

Nickelodeon has announced that it will be broadcasting Massive Monster Mayhem in more than 140 territories, following the successful launch of the series on Nicktoons last year in the US.

Make It Real launches new Juicy Couture collection Make It Real has unveiled its collection of jewellery-making and activity sets featuring Juicy Couture, the LA-style fashion brand. The assortment of creative kits will be available at fashion, toy and craft retailers across the globe this spring.

Isaac Wolman, Make It Real CEO, commented: “We’re thrilled to be working with Juicy Couture on this fashionable collection of activity kits. Our mission is to empower and inspire creative kids to bring their dreams to life. The Juicy brand, synonymous with celebrating individual style and design, is the perfect partner to make this vision a reality.”

Jarrod Weber, executive vice president of brand at ABG, home to the Juicy Couture label, added: “Partnering with Make It Real provides the young Juicy Couture fan with the opportunity to design their own apparel and accessories inspired by the brand. Most importantly, these DIY kits empower young customers to explore the fashion industry professionally.”

The Juicy Couture collection from Make It Real features DIY kits that lets kids create their own wearable designs – from charm bracelets and necklaces to hair accessories – as well as fashion design sketchbooks.

Presented in packaging featuring Juicy’s signature hot pink, the range includes the following kits: Chokers & Charms, Sweet Suede Bracelets, Chains & Charms, Fruit Obsessions Bracelets, Hair Candy Accessories, Enchanted Locket Jewellery, and the Fashion Design Set. To celebrate the launch, Make It Real is hosting a Juicy Fashion Designer Contest on its website throughout 2018. More information is available there, as well as on Facebook and Twitter.

Third series of eOne’s PJ Masks greenlit Entertainment One (eOne) has announced that a third series of PJ Masks is currently in production. The 52 new 11-minute episodes, produced by eOne and Frog Box, will further expand the PJ Masks universe with fresh adventures for Catboy, Owlette and Gekko.

Meanwhile, the first episodes from series two premiered in January in the US. The new second season rolled out to the rest of the world from February on global broadcast platform Disney Junior, France 5 in France, and terrestrial channels in multiple markets. In series two, audiences will be introduced to new heroes and villains, with new stories, new vehicles and more PJ Masks hero power.

Olivier Dumont, president of eOne Family & Brands, commented: “PJ Masks has become a hit pre-school TV brand around the world so we’re delighted to be creating new episodes that will bring our trio of superheroes into new storylines, and ignite the imaginations of its global fan base. The consumer products launch has also been a huge success this year, so we’re pleased that this fresh pipeline of content demonstrates our commitment to the long-term growth of the property and will inspire our licensing partners to introduce new product lines.”

Toy World 28

Licensing World Tiny Tatty Teddy joins Posh Paws portfolio

Nancy Twynam appointed marketing director for BBC Worldwide UK

Posh Paws International will now become the sole producer of nursery specialist Tiny Tatty Teddy Baby and Infant Plush for the UK and Ireland, in partnership with Carte Blanche.

Already a successful nursery brand within greeting cards and giftable lines, the new deal will see a core collection of plush toys that will include a traditional bear soft toy, alongside comforters, activity toys and ring rattles, all suitable from birth and up. The new lines are expected to be in the market as early as autumn 2018.

Carte Blanche will also be working together with retailers on exclusive designs to support the continued success of the brands apparel ranges.

Laura Bull, marketing manager of Posh Paws, commented “We are delighted to be working with Carte Blanche on this much-loved brand.

The Tiny Tatty Teddy design is truly timeless, and together we will be able to create a product line that is synonymous with a baby’s very first teddy.”

Nancy Twynam, formerly head of marketing, consumer products and publishing, for the UK region of BBC Worldwide, has been appointed marketing director across all BBC Worldwide UK. Nancy will be responsible for the brand and marketing strategy for BBC Worldwide’s TV Sales, Consumer Products, Publishing and Live Events businesses.

She will report to Andrew Moultrie, UK director of consumer products, publishing and web properties.

Andrew commented: “Nancy came into the Consumer Products team two years ago and has transformed the way we market products and services in the UK. Under Nancy’s pupilage the marketing team has truly blossomed with productivity increasing, creativity growing and BBC Worldwide’s influence spreading.”

Mark Kingston becomes senior VP at Nickelodeon Viacom International Media Networks (VIMN) has announced that Mark Kingston has been promoted to senior vice president of Nickelodeon and Viacom Consumer Products. Based in London, Mark will report to Pam Kaufman, chief marketing officer of Nickelodeon and president of Nickelodeon Consumer Products, who last year took over global responsibility for Nickelodeon’s billion-dollar consumer products business.

In his new role, Mark will now oversee all of Viacom’s consumer products business outside the United States across retail, operations, licensing, promotions and marketing. Mark’s prior role focused on Europe, Middle East and Africa.

Pam Kaufman, chief marketing officer of Nickelodeon and President of Nickelodeon Consumer Products, commented: “Mark’s knowledge of the international licensing landscape is second to none. During his tenure, Mark has significantly expanded our EMEA consumer products business, while also identifying and building new international opportunities and relationships, as well as developing overarching region-specific CP strategies.”

Mark joined the company in 2011, as vice president of European licensing, retail sales and trade marketing. Prior to Nickelodeon, Mark held various roles at The Walt Disney Company and BBC Worldwide, having started his career at Mars UK. Mark replaces Ron Johnson, who has left the company.

Nickelodeon enters licensing agreement with Sambro Sambro will launch a range of slime related products, on-shelf and through selected online retailers in the UK from April.

Nickelodeon has been synonymous with slime since the commercial kids’ network introduced the green semi-viscous substance to kids in 1982.

The hero product in the Sambro range is the Nickelodeon Slime Blaster, while a Hyper Blaster Accessory Pack which will allow kids to enhance their Slime Blaster is also available. A “make your own” range comprises slime powder and slime activator, and glow in the dark, glitter, and noisy tubs of slime will also be available.

Commenting on the range, Mark Kingston, senior vice president, Nickelodeon and Viacom Consumer Products, Viacom International Media Networks, said Slime is iconic and synonymous with both Nickelodeon and free-spirited fun.

Nikki Samuels, licensing director at Sambro, commented: “We love working with Nickelodeon and this partnership is one of the best yet. Slime is one of the most popular crazes amongst kids today.

This line enables kids to both make slime and get creative in its applications.”

Toy World 30

IT’S HERO TIME

AVAILABLE NOW! BEN 10, CARTOON NETWORK, the logos, and all related characters and elements are trademarks of and © 2018 Cartoon Network.

NPD Insight

New Year, New Toys?

This month, Melissa examines what products will bring growth to the UK toy market, after a flat Q4 in 2017.

T

raditionally, the last quarter of the year is the most important quarter for the UK toy market, with nearly half (48%) of all annual toy sales in that period.

However, the market struggled to grow in Q4 last year, with the sales flat to September and value sales for October to December down -5%, driving annual toys performance to finish -2.8%.

This disappointing finish to the year was right across the market, with only two supercategories in growth – Youth Electronics and All Other Toys.

However, 2018 is a chance for the industry to start again and the various toys fairs at the start of the year have shown a number of new products and lines that could bring some excitement and growth back to the UK toy market.

NPD’s POS Tracking service for January 2018 showed the UK toy market as -1% in value, with two weeks of growth and two of decline. Thirteen of the top selling toys for the month are new since January 2017, with four of them new in the last two months.

This was driven by new collectible lines, with the latest L.O.L. Surprise! Pets Assortment the top selling item across the total toy market. The L.O.L range has expanded from a single item when launched in February 2017 to a range of 12 items by December, as new products were developed and launched within weeks rather than months, proving that speed to market helps to take advantage of current trends.

Looking at last year, the most successful new

properties - LOL Surprise!, PJ Masks, Lego Batman & Fingerlings - were all launched in the first three months of 2017 and built up sales throughout the year. Will 2018 be different? All of the above properties remain key performers in January 2018, but it will be interesting to see if any new Q1 launches this year repeat that success. Agility in terms of distribution, range extensions and speed to market all contributed to creating successful new properties last year and it doesn’t look like 2017 new properties are slowing down just yet.

January also saw Pikmi Pop from Flair and Smooshy Mushy from Bandai enter the top sellers for the month. Both also made it into the top new properties list, despite just 68% and 37% weighted distribution respectively. With further distribution opportunities, and if stock is available, both these brands could be ones to watch for 2018. Other new squishy brands like Character Option’s Soft N Slo Squishies and Jakks Squish Dee Lish highlight a new trend for soft and squishy for this year. At the other end of the collectibles theme, gross is making an appearance in 2018. Spin Master’s Force Flush requires the addition of water to reveal the collectible, much to the delight of parents everywhere and The Grossery Gang continues with new series.

Licensed toys declined by -10% in value in 2017, after movie related licensed sales fell below expectations.

However, with a quarter of toys licensed, ranges like

Melissa Symonds

Director UK Toys, EuroToys NPD Roblox and JoJo Siwa highlight alternative licensed toy opportunities. After the success of PJ Masks in 2017, there seem to be new pre-school challengers for Paw Patrol’s top spot in 2018, with the launch of Nella the Princess Knight from Vivid Imaginations and Rusty Rivets from Spin Master expanding this year. Other new licences across the market launching in Q1 include Disney’s Vamperina from Flair and Zak Storm from Bandai.

The list of new brands and licences, not to mention some fantastic innovation for the existing properties, could go on. However, this is just the beginning of the year and with recent memory of Toy Fairs there are still many new toys to be seen later in a year. Most likely in 2018 we will continue talking about collectibles as the offering keeps growing. We may also hear more about “toilet humour” toys, slime and squishes. But only time will reveal which new items will become kids new favourites.

Top 5 new properties in 2017

Top 5 new properties in 2017

1

2

3

4

5

Feb 17

Feb 17

Jan 17

Mar 17

Sept 17

L.O.L. Surprise! £23M

PJ Masks £18M

LEGO Batman £17M

Fingerlings £8M

Anki Cozmo £6M

Toy World 32 Source The NPD Group | UK POS Retail Tracking Full Year 2017

Top new items Value £M – January 2018

Sales in £M

L O L Surprise Pets Blind Pack Assortment L.O.L. Surprise! Doll Assortment L.O.L. Surprise! Big Surprise Ball L.O.L. Surprise! Lil Sisters Doll Series 3 Minifigures Batman Series 2 Cars The Movie Character Cars Assortment 1:55 Match Attax 2017/18 Trading Card Game Pack of 50 Pikmi Pops Single Small Pack PJ Masks Vehicle Assortment Ninjago Series 3 Minifigures Blind Pack Smooshy Mushy Surprise £0.0

£0.2

£0.4

£0.6

£0.8

£1.0

£1.2

£1.4

Source The NPD Group | Retail Tracking Service | Jan-18

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

2

Property Progression: Property

January 2017 Rank

January 2018 Rank

Hatchimals

#87

#14

Following the strong performance of Hatchimals in 2017, the popularity of this property is not fading in the New Year. The NPD Group Retailer Panel January 2018 data shows that the property grew in range (from 3 to 9 items per store selling) and increased distribution from 55% to 93%. That resulted in value growth + £1.1M vs. January 2017. Hatchimals holds #1 position in Special Feature Plush subclass and more Hatchimals are still to come later 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 point-of-sale information from all major toy retailers. This information, combined with our analysts’ industry perspectives, delivers a comprehensive view of what’s selling and where. We also field over 12m consumer surveys annually to help industry leaders understand why consumers shop where they shop and why they buy what they buy. For more information visit www.npd.com. Follow NPD on Twitter @npdgroup

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Talking Shop

A positive start to 2018 Casey Goodman spoke to a selection of independent retailers about what is selling well at the moment, what they discovered while visiting the London Toy Fair, and their thoughts on the product categories featured this month: Outdoor Toys, Action Vehicles and Science and Nature.

Ginette McGee - Toytown Seaford 2017 began with us signing a new lease at our Seaford store and beginning a programme of change, including our shop layout, our staff, our logo and artwork, our website, and revisiting many suppliers that we hadn't bought from for some time. These modifications significantly improved the atmosphere in the store, and we ended the year up 0.5% - a tiny growth, but in the current climate, one that feels like a success!

This positive end to the year seems to have spilled over into 2018, as we finished January up around 12%, largely thanks to the wave of new collectibles that landed from Boxing Day onwards. Pikmi Pops, Smooshy Mushy, Cake Pop Cuties and Soft n' Slo Squishes have all created a buzz to carry on from the monster that is L.O.L Surprise! Putty and slime products continue to bring the kids in, and don't show any sign of slowing down yet.

The trend for all things collectible was evident at Toy Fair this year; I lost count of the amount of stands I visited that proudly showed off their new blind bag/blind box/ blind confetti bomb/blind anything you can shrink wrap. And it felt like at least half of the new collectibles on show involved unicorns, poo, or - in a stroke of absolute genius at Bandai, Poonicorns! While anything unicorn is currently still selling, I wonder just how long this can continue. I believe it is now possible to buy unicorn toilet roll in a certain supermarket, so maybe there's a way to go yet.

Part of the reason for redesigning our shop layout was to create space to double the size of our counter, purely to enable us to display more collectibles.

It is now our bread and butter, and I struggle to

remember what kids spent their money on before this sector became so large.

Toy Fair season is an essential part of our year, and I make sure my key staff all get to visit Olympia for a day each. It provides a much-needed injection of excitement after the Christmas season,

and the staff love talking to our customers about the new toys they've seen at the show. This also gives our customers confidence that the staff are knowledgeable about what we sell and the toy market in general, and are not merely employed to put boxes on shelves. I was particularly impressed

by Hasbro this year, who went to a lot of trouble to present their ranges purely for the independents.

A far cry from another major toy company, with whom many retailers no longer even have an account handler, just an email address from which we can expect a reply within 48 hours. It's fair to say,

Toy World 35

the companies that support the indies can expect to see their shelf space grow, where others may see theirs slipping away.

Science based toys is a sector that I have been known to get very vocal about over the years; apologies to all those reps and agents that have been on the receiving end. I'm happy to say, there was evidence of some progress with suppliers listening to feedback regarding branding.

Clementoni is a perfect example, having gone to great lengths to meet the strict requirements of the Science Museum licence, incorporating images of both boys and girls on all their science kits, from crystal laboratories, to perfume making kits. I'm proud to say you will not find a pink sparkly science kit in my store, and my science range is always situated within touching distance of our "girls’" toys.

Action vehicles is a staple category for any toy shop; Tonka toys have been very successful for us in the past year, as it is a heritage name that parents remember from their own childhoods. We carry diecast from Corgi, Peterkin and Hot Wheels, as well as some cheaper alternatives. For our younger customers, we have VTech Toot Toot drivers, and Little Tikes have a great range from a trusted name.

We don't stock a huge range of radio control yearround, but we put extra lines in for the Christmas season. Transformers and VTech’s Switch & Go range of transforming vehicles/dinosaurs add an extra twist to our range. Licensed vehicles also perform well, especially PJ Masks, Paw Patrol, and Shopkins cutie cars, which combine the cuteness of Shopkins with diecast play.

Talking Shop Iain Ashbourne - Batteries Not Included, Wolverhampton

Trade in 2017 seemed to be down a little bit and it felt like people didn’t have as much to spend in store, as people were spending more online.

We are located inside a shopping centre which is undergoing developments, so this could also have been a contributing factor. People were still buying lots of Christmas presents though, so they must

have been buying them from somewhere, and I suspect this would have been from online retailers.

I think 2018 will be much better. My outlook is pretty bright, as I am approaching retail from a different angle. Instead of trying to chase things, I’m trying to create things, and feel like I am more in control of my own destiny. For the past few years, the lifespan of toys has seemed to be getting shorter and shorter, with little fads, and we seem to be working to the same time scale as the supermarkets.

A licence will come out, then after 6-8 weeks the licence will be over, and kids will be onto something else. I feel that success is all about trying to find the gaps in the market where we can sustain our growth, rather than trying to chase the next big thing. For example, nobody predicted how popular Fingerlings were going to be.

Lack of availability of popular toys held us back last year. It was difficult to get stock of L.O.L Surprise! dolls, which was one of the toys in highest demand. We had a similar problem with Spin Master’s Luvabella; we ordered 40 dolls and only got two.

We are trying to personalise more items in our store, to add extra value. Being able to print a child’s name onto the product means that the price can go from, say, £20 to £25. We are looking at getting an embroidery machine, to further add to the personalised products we can offer. We struggle to compete with The Entertainer and Smyths based on

toys alone, so we need to look at different ways we can add extra value. I’d like to think that Toys R Us will stay in business, but the fact that it is struggling shows just how well independent retailers are doing in the current retail climate.

We have recently started to stock outdoor toys.

The best performing ranges for us are bubble guns and scooters. We are also just getting into Science and Nature toys from MGA, who also offer some good outdoor lines through the Little Tikes range.

Apart from that, products like Make Your Own slime and stink bombs continue to perform well for us.

I went to Toy Fair, but I approached it in a different way this year. We used to go down for two or three days, book appointments and sit down with people, but this year I just went for one day, and tried to focus on finding the best new products.

I was impressed by the new Spin Master lines and the Squishees and slime ranges as well. We have invested heavily in Squishees, as all indications are that they should perform strongly this year. I am going for lower price points as well, because they give me a bigger margin, and because I am trying a different angle this year.

For me, Toy Fair is about getting to see the new lines which we wouldn’t have got to see anywhere else. Another important reason for going to Toy Fair is for networking. Not so much with suppliers, but with other retailers, as you can get to know them and talk shop, to see how we can help each other.

built upon the products which have proved to be successful this year. It really shows how brands have continued to develop and that there is still growth to be achieved; examples are the Paw Patrol and the L.O.L. Surprise dolls coming in 2018. I was impressed by the ranges on offer from Character Options as well, especially the Laser X products, which also performed well for us last year. I see a few other contenders coming into the market, so I believe that this is going to be a really strong category this year.

Overall, I see 2018 as a tough year as there is already speculation of lots of things happening, external to independent retailers. I think it’s going to be a hard year, but I also think it’s going to be a good year. I think the harder you work, the better

the rewards. Some of the new licences coming out are going to be very strong, especially big movie releases like Jurassic World. I think that there is a lot to look forward to.

Bhav Patel - Toy Galaxy, London Last year was challenging for us, although in the end we came out of it quite strongly: we were fairly clean in terms of stock, so it was very positive towards the end of the year.

One of the stand out products for us was MGA’s L.O.L Surprise! dolls. Paw Patrol and PJ Masks also continued to perform well for us, and I think that licences were really at the forefront in terms of generating extra footfall for us. However, if we look at the year as a whole, fidget spinners and the putty craze really boosted the margins which are so important for independent retailers.

We went to Toy Fair for all three days, and I was impressed by various things, but in particular the way that some of the brands on display had enhanced their ranges this year, as they have

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Sponsored by

indie viewpoint

Zhara Armstrong Treasures of Wetherby, Wetherby 2017 was a good year for Treasures of Wetherby, we enjoyed strong sales throughout the year, although the last quarter surprised us a little, as sales were not as strong as we had forecast. I think that was true generally across the trade. Christmas gets later and later, and last year was no different in that sense, but we were happy with the year overall. In 2018, January has been good and February is on track as well. This year we have invested in the slow-rise squishy toys, which seems to be a popular craze already, although we only got the first delivery just before Christmas.

They are great pocket money lines.

The weather didn’t help the half term week, but we had a lot of stir-crazy families coming into the shop looking for activities to do with their children.

We sold lots of slime kits, craft kits, and putty. There is definitely a trend for children wanting to do creative activities at home, when they are unable to go out and play.

Last year, the best performing products for us were Crazy Aaron’s Thinking Putty, PlayFoam from Learning Resources and slime making kits.

Other products which continue to perform well for us are Pokémon cards and Schleich animal figures.

I went to Toy Fair, and I saw a lot of products which showed development and expansion since last year’s ranges. For example, it was nice to see the new Hatchimals introductions from Spin Master. I found lots of products involving unicorns and mermaids. This year, I focused on sourcing some new pocket money ranges and new games. Toy Fair for me is not just about having a look at what suppliers are offering, but it’s an opportunity to talk to other shop owners. This year, we were delighted to be nominated for a retail award, which made it an exciting trip.

In terms of outdoor toys, being quite a small shop, we do find it a challenge to stock some of the larger items, but we carry smaller products such as cricket sets, balls of all descriptions, Hasbro’s Nerf ranges and swing ball sets which pack away compactly. We also stock sports products such as badminton and tennis rackets.

We stock a broad selection of science and nature ranges, from traditional chemistry sets to the fun ones with which children can make bubbles and slime, etc. We also carry a range of educational products such as projectors, telescopes, microscopes, and solar system toys.

Mark Buschhaus and Stephen Barnes Toy Barnhaus

Turn up the volume It has been a couple of months since we last wrote this column, and what a lot has happened since. As usual, Christmas came and went in a flash.

December did not feel that busy, with no specific products flying out the door, but overall, we were pleased with trade in December. We reviewed our trading patterns for Christmas this year and cut back on late evening openings, as people do not seem to want to shop them as much anymore. For both our colleagues and ourselves, it made the final few days a lot easier. The final week before Christmas felt a bit slow, with the extra day to trade over the weekend.

However, the last couple of days, including Christmas Eve, were better than last year, and the week after Christmas was also very good. With the hot sellers in virtually non-existent supply, it was left to regular items to pick up the slack. Slime was massive, along with most of our pocket money lines, which drove a great volume.

Moving into the New Year, January seemed a more sluggish month to start with, as we were chasing huge figures on Pokémon and Lego from last year.

With both categories a lot slower, we have been quite lucky to replace those sales by having LOL Surprise! along with lots of new products. As we write this, going into half term, it seems like Squishy mania is about to hit – more collectible volume sellers at attractive price points. We have Squish Dee- Lish from Jakks, Bandai’s Smooshy Mushy and Soft’n’Slo Squishies from Character, and all of these are in high demand. By the time you read this, hopefully we will have had a good half term. Although the weather is still rather chilly, this week is our busiest week in the first half of the year, and we’ve had lots of events going on, including Playmobil Figure hunts, Brio Play Days and Sylvanian Mascot visits, to help drive footfall into our shops.

Toy Fair season has now passed, and this year we went to Olympia, and also to Spring Fair at the NEC. Olympia is always a very busy show, full of appointments, although we also managed to build in some time to look around. Character and Spin Master were probably our standout stands.

Character has a really wide range of great products, across a breadth of categories. With Soft’n’Slo Squishies already flying, and Cake Pop Cuties starting well, there is lots to get excited about. The new Pokémon range looks very promising for the second half. As usual, you will not be surprised to hear that their trump card was lunch, and Character definitely did not disappoint we were delighted with the wide range of culinary delights on offer. Grossman had some great new pocket money lines, with unicorns still very popular, and apparently this year sloths are going to be big too. Across all the stands, there were lots of interesting new products, although nothing that absolutely wowed us.

We attended the Toy Awards Ceremony, which is always a good evening.

Congratulations to all the winners; we were pleased to see Toytown winning the overall retailer award, and L.O.L Surprise! win toy of the year We spent one day at the NEC as usual on Sunday, to beat the traffic. It was a very productive day for us, picking up suppliers we did not see at Toy Fair.

HTI had some great new lines for this year, with a mixture of own brand and licensed products. Rubies was another port of call for us, to see their new range. They have some great kids’ costumes and smaller party pack costumes this year, at great prices, which we think will do well.

To finish on a positive note, it was about this time last year that we started to hear about fidget spinners, so fingers crossed for another craze to come out of nowhere for spring this year.

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Focus on

Chicco

Young at heart Toy World spoke to Mitch Levene, managing director of Chicco, about the company’s newest products for 2018, its marketing plans for the coming year, and how toy fair season has further strengthened the company’s position in the marketplace.

Were you happy with your performance in the toy market in 2017?

It was a very successful year for Chicco toys, allowing us to further strengthen our position in the UK market following our record-breaking double-digit growth in 2016. This was largely due to the impressive sales of our core pre-school range, including the best-selling Goal League mini football toy, and extraordinary sales of our balance bikes.

This is of particular significance, given the uncertain market landscape faced by the toy industry as a whole throughout 2017. It was a challenging year for the sector, with overall end-ofyear figures indicating a 3% downturn in revenue – a significant drop when compared with 2016’s increase of 6.1%.

It is shaping up to be another great year as we head into 2018. To support the success of Goal League, we are introducing new innovation into our Fit & Fun range in the form of Basket League, a mini basketball hoop for kids to practice their slam-dunks. This is alongside the launch of the high-profile Ferrari licensing partnership that includes two new Ferrari toys; the Ferrari RC superfast remote-control car and the Ferrari Launcher, a launch pad that propels a toy Ferrari across the room. We also have breadth of choice thanks to a large range of innovative products, including the DogReMi – our remote controlled musical pup.

What were the key factors behind last year’s success?

We implemented a strategy that focused on digital activity to meet the changing demands of today’s consumers. People are increasingly

researching and completing purchases online, and we ensured we supported this with substantial investment in digital and social media marketing.

This delivered very strong trading results for us, in particular with our Red Bullet Balance Bike and Jump & Fit Playmat – an interactive playmat inspired by the classic game of hopscotch.

Not only that, but our strong yet flexible FOB programme enabled us to tailor ranges to key toy specialists who experienced particular success with a range of lines that promote the synergy between learning and having fun, such as our XXL Forest Playmat. Bilingual learning toys were another great FOB category for us, with retailers selling out their season’s stock in a matter of weeks, ensuring minimum stock holding at year-end.

We also carried out an integrated Christmas campaign, which saw significant investment into print, online and social media advertising. As well as holding competitions in key consumer media titles, including Mother & Baby, Loved by Parents and Netmums, we also hosted #12DaysofChicco competition on our Facebook page, with a social following of 1.7m. Part of our 2018 initiative includes potential tagging, with this investment providing additional sales opportunities for our retailers during the Christmas period.

What has been the reaction to your 2018 range over toy fair season?

We had hugely successful shows, especially in Hong Kong and Nuremberg, with follow-up sessions in London in between. All three saw key toy retail specialists expressing keen interest in our 2018 range. These shows are vital for discussing 2018 marketing strategies with our key retailers, and for showcasing our innovation lines for Christmas trading. Because of these successful meetings we are in a prime position, closing early autumn/ winter 2018 selections for what looks set to be another record year.

Our Fit & Fun range remains one of the greatest successes of the Chicco brand, cementing our position as leader in the active play sector. This success looks set to continue throughout 2018, with the addition of Basket League to our popular range of toys that stimulate children’s motor-skills whilst they are having fun.

How has the year started from a trading perspective?

January continued the positive trend with immediate sales growth. This was an indication that pretty much every line sold through the retail partners during 2017. It was a very successful Toy Fair season for us, with record levels of FOB interest given the breadth and quality of our product

Toy World 38

offerings and innovation lines. After showcasing our new toy innovations at the shows, we had many positive meetings with retailers that have led to exciting discussions within Chicco Toys about plans for 2018. Strong distribution, further in-store activities and high visibility are all on the cards for the year ahead.

Which new product introductions are you most excited about this year?

We’re very excited about our new licensing partnership with Ferrari, including our new Ferrari Launcher and Ferrari RC, both of which have already proven extremely popular with retailers for autumn/winter 2018.

We’re also thrilled about our brand new music range; both items have been very positively received throughout the shows. This includes DJ Scratchy, the mini DJ decks for the budding disc jockeys, and Songy the Singer, the interactive karaoke station for pop stars in the making.

What marketing activity are you planning across the toy segment in 2018?

We will be carrying out an integrated Easter marketing campaign to support our extremely popular Fit & Fun range, promoting the fun of active play. This includes instore displays, which are rolling out in our key retailers and will showcase three of our most popular Fit & Fun toys: Goal League, Jump N Fit playmat and Mister Ring.

To support this, we plan to run a social media campaign on our Facebook page, giving consumers the opportunity to win the toys and promoting the fun of active play, particularly during school holidays. The competition will be supported by significant investment in targeted social media advertising.

What are your main aims for 2018?

Throughout 2018 we will be keeping consumers front of mind, implementing our competitive positioning in the UK market whilst supporting our promotional calendar to ensure that our muchloved products are affordably priced and can be enjoyed by all.

We plan to continue to make solid investment and maintain the continued growth of our Chicco classic core range, with a particular focus on our strong infant toys offering. Our First Dreams category has seen substantial incremental sales growth thanks to our effective communication of the interconnectivity between sleep time family and our number one bestseller, Chicco Next2Me, which is also strongly supported with advertisements on national primetime TV.

Key products of interest among retailers include:

DogReMi

DogReMi is the cute and colourful remote-control puppy and musical RRP activity centre that kids can send forwards or spin in reverse. He’s got five buttons that cause him to play out realistic dog sounds and musical melodies. The remote control encourages understanding of cause and effect and the music keeps little ones entertained for hours.

Suitable for ages 12-36 months.

T-Rec

T-Rec is an interactive dinosaur toy with a fun playback feature that allows kids to record and alter their own voice using a fun effect. A button on his side causes him to lift his arms and open his mouth, where a light shines out to make him not just a dinosaur but a torch too! Includes cheery sounds and melodies.

Suitable for ages 2-5 years.

£19.99

RRP incorporated at a deal price of 2 for £20.00

Cath Needham, customer development director “A key focus for us as we move into 2018 selection confirmations is having access to our European catalogue of toys, allowing us great market segmentation and giving retailers access to exclusive opportunities.”

Piano DJ Mixi

Songy Singer

Songy Singer RRP £24.99 is the brand new karaoke toy that transforms kids’ voices into a song. With two play options, budding pop stars can either play in Sing-along Mode or Transformation Mode, with four musical genres and a total of eight different songs to choose from. The disco effect flashing LED lights get the party started right in the playroom!

Suitable for ages 3-6 years.

RRP £19.99

Piano DJ Mixi is the fun console DJ toy that lets kids create and remix their own music. Children can choose between the two game modes, Play Mode or Fun Mode, to either play out existing music or create their own using the mini piano with five keys.

There are four genres and eight melodies to choose from, along with animation sounds and LED lights to get the party started. Suitable for ages 1-4 years.

Giulia Toselli, customer development controller “Reaction to our 2018 innovation lines has been extremely positive thanks to the breadth of choice from infant through to pre-school toy offerings, all with different price points and opportunities for our retailers. This is reinforced by the excellent development of our Remote Control Licensing Programme, with the new Ferrari partnership on top of the already successful Ducati and Fiat 500 partnerships.”

Holly John, marketing manager “It is very important in today’s society to encourage children to be socially active. Our Fit & Fun range offers classic sporty toys that can be enjoyed indoors on rainy days or outside during the spring/summer time.”

Ferrari RC RRP £29.99

Inspired by the Ferrari Vettel F1 2017 vehicle, this is the first remote controlled car with pre-determined racing paths and additional ‘try-me’ features. Begin the race at the start line and follow one of three paths using the four-directional remote control inspired by the real car’s steering wheel.

Includes realistic F1 sound effects. Suitable for ages 1-4 years

Ferrari Launcher

Ferrari launcher uses a lever to RRP £16.99 propel a miniature Ferrari F12 TDF yellow car at great speeds.

Complete with traffic cones and a winner’s trophy, it helps to develop kids’ precision and accuracy as they try to avoid the cones and hit the cup. The realistic dashboard feature on the launcher makes kids feel like they could be at the Formula 1! Suitable for ages 2-6 years.

Grow and Learn Table RRP £29.99

Grow and Learn Table is an activity centre that teaches children basic understanding of life skills and hobbies in both English and French. Divided into four sections – cooking, gardening, music and art – with eight associated removable objects to stimulate creative play. More than 60 words and phrases can be played out in both languages, including numbers, colours, vegetables and musical instruments. Suitable for ages 1-4 years. *All RRPs stated are preliminary and may be subject to change

Toy World 39

w

Review

Hong Kong

Hong Kong highlights

John Baulch reports from the Hong Kong Toy Fair and presents a round-up from the showrooms of TST.

T

he dust had barely settled on the turbulent 2017 Christmas trading period when toy retail buyers from across the globe started the process of selecting which new toys will make it onto their shelves next Christmas. Indeed, there were only a few short days to process the findings and analyse the trends from last year’s festive season before the search for this year’s winners started in Hong Kong in the early part of January.

Being the first global toy show of the year will always constitute a significant advantage for Asia’s largest Toy Fair. Hong Kong occupies a pivotal role within the international toy community; it continues to be perceived as the gateway to China, and while Chinese factories remain comfortably the largest manufacturers of toys in the world, it is Hong Kong which hosts the region’s most important international toy show. China now has two dedicated toy shows of its own, both of which have shown signs of modest growth in recent years. However, they remain focused predominantly on the Chinese market and have some way to go to catch up with the international reach and influence of the Hong Kong Toys & Games Fair.

The show is held concurrently with three other events; a Licensing show, a Baby Products show and a Stationery show. In total, there are just short of 3,000 exhibitors across the four shows. The organiser (HKTDC) believes that running the shows concurrently fosters cross-category buying opportunities for international visitors. There may be some truth in this for a relatively small section of attendees, but while the Toys & Games Fair has a truly international outlook, the other three shows retain more of an Asian focus at this stage of their life-cycle. Perhaps this explains why the Toys & Games Fair continues to lead the way in terms of visitor numbers, with 49,000 attendees this year, compared to 33,000 for the Baby Show, 22,000 for the Licensing Show and 21,000 for the Stationery Show.

Buyers from emerging markets such as India, Malaysia, Russia, Poland, and Turkey, and those from developed markets including the US, Canada, Netherlands, and Sweden are all said to have increased this year, while there was also a double-digit percentage increase in the number of buyers from the Chinese mainland.

I have been attending the show for almost two decades, and I have seen it evolve considerably

during this time. When I first visited the show, it was predominantly a showcase for OEM Chinese factories; halls were populated by aisle upon aisle of homogenous booths, crammed with opensource, generic lines. For an international media visitor hoping to see a flash of inspiration or a glimpse of the direction the toy market might be heading, it was like finding the proverbial needle in a haystack.

There are still areas like that in the show, but they are increasingly outnumbered by booths exhibiting an altogether more interesting selection of products. From STEM Toys to the latest technology being introduced into the toy sector, from outdoor toys to the latest drones, the aisles now feature a myriad of new, cutting-edge developments waiting to be discovered. For some exhibitors, it seems that the long-held fear of putting new products on open view, risking the unfortunate attention of the copycat brigade, has been overcome.

However, not all global toy companies have quite made their peace with the concept of displaying their new products so openly; instead some prefer to display their new lines behind closed doors in private showrooms in Tsim Tsa Tsui, which open a few days before the Toys & Games Fair, strictly by invitation only.

While their reticence can be understood to a degree, especially by those who already have established relationships with global retail buyers and distributors, the showroom concept has one fundamental flaw: there is no prospect of passing trade or that chance meeting with someone you don’t know about who turns out to be a strong prospect. However, not all companies can afford to be quite so insular; many are actively looking for new distribution and retail partners in international territories that they don’t know well. The best way to meet new people from these regions is to adopt an outward looking, welcoming approach, exemplified by taking a booth at the show rather than remaining firmly behind closed doors in a showroom in TST. Some companies have now elected to have a foot in both camps, allowing themselves the best of both worlds; the ability to hide innovative new lines away from potential infringers in their private showroom, while at the same time allowing themselves the opportunity to be discovered by potential new business partners on their booth at the show.

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Hong Kong

HONG KONG SHOWROOM REVIEW One of the encouraging signs from this year’s Hong Kong trip is that there is no shortage of exciting new product around this year – chiefly because churning out this year’s range in a different colour or with refreshed packaging simply isn’t enough in these challenging times for retail. Retailers are looking for fresh, new ideas (I will not use the word ‘newness’ – frankly, it should a punishable offence): innovative, risk-taking lines that follow the trends that are springing up all over the place - if you know where to look.

For example, I think Worlds Apart is on to a winner with its new Tube Superstar line – given the huge excitement around the whole unboxing / YouTube phenomena, the timing is perfect for a product which gives a child all they need to role play being a ‘vlogger’ (although I don’t like that word either). Worlds Apart’s offering is driven by a specially developed app which emulates the iconic snapchat effects, but with age appropriate content. I also liked the company’s new Room 2 Build – essentially a bed featuring Lego detailing – and the Scruff a Luvs plush range is a very cute concept.

Click Distribution is another company which has been keeping a close eye on trends, and its new hand-made crochet plush Meegos range is one of the most interesting developments I’ve seen in the collectible plush category for a while. And the fact that the company’s opening order is keeping 14,000 women employed in 200 villages across Bangladesh is something they should be proud of. Click’s new Bijou Bracelet range is another that seems very ‘on trend’, allowing girls to take off individual beads and swap them with their friends – a perennially-popular concept.

Zuru’s Smashers has got off to a strong start by all accounts, and having ‘smashed’ one myself, I can attest to just how therapeutic it is. The new X-Shot Bug Attack is a good addition to the range, while Rainbocorns mixes literally every trend you can think of in the girls’ category – unicorns, eggs, rainbows, surprises, scale, sequins, confetti, collectability – into one single toy. It is a thing of wonder (or at least I can imagine it will be to a six-year-old).

IMC continues to develop its hugely successful Cry Babies range, with the introduction of a new miniversion to bring the brand into the collectible space.

Mystery Mao is a great new addition to the Club Petz range, while Baby Wee – yes, it does exactly what it says on the tin – will make a great TV ad. In the games category, Lie Detector really will feature an actual working lie detector…which could make for some very interesting evenings around the country next Christmas.

Canal Toys, whose So Slime Range performed extremely well across the globe last year, has opened a new UK operation this year. A couple of UK retailers picked up on it in 2017, but I would imagine a lot more will come onboard now the company has a UK base.

It’s interesting to see a few more boy-oriented SKUs being added to the range, as slime seems to have been quite a girl-driven purchase thus far, although clearly it appeals to everyone. I also liked Canal’s Only 4 Girls craft range, and Power Dough is an innovative twist on a classic category – the dough comes with accessories that move, light up, make noises and generally bring the dough to life.

Toy World 41

Review

If Slime is guaranteed another great year, so too are unicorns – they’re still everywhere, but nowhere larger than Martin Grossman’s giant unicorn plush.

It would comfortably double as a bean bag and look great in a window display.

PMS’s Elves Behaving Badly range continues to expand, with 80 new items being added to the range this year – I particularly liked the Grow Your Own Candy Canes and Candy Hunt lines. Interestingly, Elf seems to have created its own ‘mini-season’, after Halloween / November 5th but before Christmas properly kicks into gear – a nice opportunity for retailers to gain incremental sales in this in-between period.

Licensing is by no means ‘out’ per se, but it is in a very different place to a couple of years ago, when suppliers threw huge cheques at massive franchises that were supposed to be guaranteed winners.

Except they weren’t. Now licensing development is principally being focused around those properties with a strong recent track record (PJ Masks, Paw Patrol, Peppa etc), with a few interesting properties emerging from left-field to offer some variety.

As ever, MV has a strong line-up of licensed ranges, with 12 new introductions including PJ Masks, LOL Surprise, Jo Jo, Rusty Rivets, Incredibles, Super Wings and Jurassic World. Literally something for everyone.

With MV’s own IP also growing each year, the ‘foot in both camps’ approach continues to serve them well.

Some of the interesting new licensed introductions I saw included Make It Real’s Juicy Couture range, a classy addition to the company’s portfolio aimed very much at an older, more discerning girl; Five Stars’ new range of Disney paint-based craft kits and Bullyland’s newly-revamped range, which is expanding from its traditional Disney heartland with Digby Dragon, The Hungry Caterpillar and the charming Chubby Unicorn. Jazwares’ Roblox range goes from strength to strength, while new introductions include Rocket League, the number one e-sports game online which mixes motor racing and football, the quirky Hello Neighbour (definitely one for Midco Toys) and a range based on the popular Hotel Transylvania franchise.

Sinco’s modular Hot Wheels carry-case system is a fantastic idea for avid fans who want to display their huge car collection, while its new Shaun and Timmy ranges – including a very cute advent calendar – look strong. I also really liked Bladez Thomas Track playset, while its Hot Wheels Drone Racerz range sees several excellent new items being added. Funko’s range covers all bases, from mainstream properties such as Harry Potter – I like the new Plushies selection – to edgy brands such as Cuphead and Rick and Morty. And the new Royals range – including a Harry and Meghan 2-pack - is bound to be a success this year. Beats an old mug or china plate any day (and I suspect Harry and Meghan would say the same).

Let’s not also forget the more traditional FOB suppliers, many of which work extremely hard to achieve the right balance between keen prices, serviceability and product quality. Turkish company Dolu is building a huge new 55,000 sq ft factory which will be ready at the end of 2019. With a large range (there are 30 new items this year), no MOQs, the ability to sell in £ full-delivered, Brexit will present new opportunities for Dolu in the coming years, whatever the outcome. As well as representing Dolu, Steve Richardson is also representing Maccabi, a sports-merchandise company started six years ago by US industry doyen Jeff Rosen. The company has some innovative products which range from collectible football figures that you can actively play with (Man City, Chelsea, Liverpool, Arsenal - but inexplicably no Watford…yet!), to a rather fantastic back-pack / cagoule combo. It’s not a mainstream toy line, but it could be a huge seller in the right retail channels.

Review

Nuremberg

Global gathering John Baulch reports from the Nuremberg Toy Fair

P

rior to opening its doors this year, the event had already set a record, attracting more exhibitors than ever before - 2902, an increase of 31 on the year before. On one level, this may not sound like a lot of new companies, but the organiser of the show is faced with a conundrum each year; it has a long waiting list of companies wanting to exhibit for the first time, but it also has a huge number of existing exhibitors who would like to increase their stand space. Undoubtedly, it is a better class of problem, but it remains a challenge to balance the requirements of the two camps.

This year’s exhibitors came from 68 countries, and occupied 170,000m of stand space across 15 halls. The proportion of international exhibitors now stands at an impressive 75.1%, emphasising the global nature of the event. This year’s Spielwarenmesse hosted 16 national pavilions, with Georgia, Russia and Spain appearing for the first time. The Best of China stand, which remains the biggest national pavilion at the event, was completely redesigned for 2018.

During the Fair, most people I spoke to felt that footfall was slightly down, although in truth it is difficult to gauge when the show is spread out across such a large area. The official figures, released at the end of the show, confirmed the anecdotal evidence; the overall attendance in 2018 was 71,000 compared to 73,000 in 2017, although

the number of international visitors increased, continuing the trend that sees Nuremberg become more of a global show and less of a domestic German show with every passing year.

Visitors came from a grand total of 129 countries, with international visitors comprising 63% of this year’s attendees. It wasn’t so many years ago that domestic German visitors outnumbered international ones – but having made concerted efforts to reformat the show to increase its global appeal, the Spielwarenmesse has undoubtedly reaped the rewards, with the percentage of international visitors growing every year. Asia, Eastern Europe and South America posted the highest growth rates in visitor numbers this year.

2018 saw a few modest changes to proceedings, the most notable of which was the shortening of the Fair from a six to a five-day event. For the first time ever, the show closed on Sunday – a move which many argued was long overdue.

The weekend itself has long been the domain of domestic German retailers, while the Monday…. well, nobody was quite sure who that was for. As if to vindicate the decision, even though the duration of the show was cut by a day, the amount of time spent by attendees at the fair remained unchanged, with international attendees spending an average 2.8 days at the show.

Visitor profile was another subject that frequently cropped up in conversation at the event.

A couple of exhibitors suggested that they had seen fewer distributors and more retailers from international territories, which they felt was largely a positive development. I suspect this development reflects fundamental changes in the structure of the toy market as much as anything; retailers are having to become more pro-active in seeking out new suppliers and fresh product for their stores and websites, in order to differentiate from their competition.

The major global toy companies were, as ever, out in force, and despite the trading challenges which some of them faced last year, their stands at the Spielwarenmesse remain mightily impressive. Mattel’s 2018 product line-up reflected some of the key changes in strategy which the company is introducing this year; the range is tighter, retail prices are keener, while margins have been improved. It feels like Mattel is more focused this year, and keen to present a stronger trading case to its retail partners. Lego has integrated its successful Boost technology into several ranges such as City and Ninjago, and it also teased its new deal with Bugatti Chiron, which will have petrol heads salivating. Hasbro’s games range looked very strong,

Toy World 42

while the Laser Ops Nerf introduction will be a very interesting addition to this classic brand’s portfolio. MGA – on a high after the stellar success of LOL Surprise! in 2017 -also hosted an impressive stand, unveiling more new ranges than any of the other major players.

It’s not just the major global toy companies who go all out with their Nuremberg stands – successful German companies such as Schleich, Bruder, Playmobil and Simba Smoby all showcase their brands on massive stands, while other major European players such as Italy’s Giochi Preziosi and Chicco treat Nuremberg as their primary show-case.

The 2019 show will see some key changes being made in certain areas of the show layout. The model railway and model construction segment will be brought together for the first time, while a new product group for electronic toys will be created, embracing themes such as radio control vehicles, drones and robots, as well as multimedia products. The 2019 show will take place from 30th January – 3rd February.

Experience the

Difference!

Over 200 brand new Qualatex® lines were seen for the first time at Spring Fair & Nuremburg Toy Fair, including 10 Bubble Balloons, 13 Microfoil® shapes and the highly anticipated Chrome Balloons™.

If you missed the opportunity to come and see us at Spring Fair or Nuremburg Toy Fair, you can see all our new ranges in our Qualatex 2018 Everyday Catalogue.

The Pink Flamingo, Red Vintage Airplane and Diamond Wedding Ring are among our brand new Microfoil® shapes.

Chrome Balloons stole the show in the stunning stand decor from Fiona Fisher, cba, & Alberto Falcone, cba.

Use this size on packaging, and applications where logo is shown larger

Use this size when logo is shown as a bug in catalogs and collateral, and applications where logo appears small

For information about new products and receiving your 2018 Everyday Catalogue, contact us on 0800 28 12 15 (UK), +44 1279 501090 or email us on pelorder@qualatex.com.

For course information, help and inspiration, visit our website www.qualatexeurope.com

Beautiful window and table displays from Sue Bowler, cba, & Louise Hedges, cba.

SB-TW1802043 ©2018 PBC

Review

Toy Fair

Love London London Toy Fair returned for its 65th year in January, with more than 250 exhibiting companies launching thousands of new products to buyers and visitors across three busy days. Media coverage of the event saw high-tech coding robots, motorised skates and flying poop take centre stage, while STEM toys, collectibles and board games proved popular on the floor. Toy World reports on the latest show.

T

he second major show in the busy fair season, London Toy Fair 2018 was a pleasing celebration of an industry that has seen its fair share of challenges throughout the last 12 months. Buoyed by the everlasting optimism of the toy community and the energy of the people within it, the threeday event proved a real crowd-pleaser, with just about everyone the Toy World team spoke to expressing positive views.

“The response to the 2018 fair thus far has been really positive,” enthuses Majen Immink, BTHA director of fairs and special events. “The stands looked fantastic, the aisles were busy and we were really pleased with the calibre of visitors to the show. We hope that new relationships were formed and existing partnerships strengthened, and that the three days proved to be fruitful for all that attended. We are now collating feedback and already working on implementing changes to ensure we continue to improve the event next year.

A big thank you to everyone involved, and we look forward to welcoming the industry back in 2019.”

Rebecca Deeming, BTHA public relations manager, adds: “Toy Fair 2018 was a very busy

and optimistic start to the year for the industry.

There were some fantastic new product launches on display across the three days, which were highlighted by extensive coverage from BBC Breakfast who featured a good range of exhibitors.

A huge thank you to all who attended and helped make the show a success. It’s great to see everyone from the industry all under one roof, and we hope to see you all back again in 2019.”

Despite commencing with an NPD briefing which revealed that the toy market had ended 2.8% down in 2017, Press Day proved lively for both visitors and exhibitors at the show, with plenty happening around the venue to enjoy. Yo-yo champion and founder of the Yo-Yo Factory, Hans Van Dan Elzen, performed 159 loop the loops on the Wilton Bradley stand to achieve a new world record, beating the previous record of 151. The company is seeing a surge in interest in the classic toy following last year’s fidget toy craze, and is expecting this interest to increase throughout 2018.

Meanwhile, John Adams celebrated the launch of its new Strictly Come Dancing Board Game at the show with Ian Waite, star of BBC’s Strictly Come Dancing and its sister show It Takes Two.

Toy World 44

The Glitter Ball trophy was also on the stand for visitors to admire, and Ian performed a short dance routine with celebrity partner Gavin Inskip, to the delight of the assembled crowd. Speaking of glitter balls, spare a thought for Bruno Gallone, John Adams’ sales director, who spent a large part of setup day (and night) scouring Kensington and beyond for a motor to power the company’s glitter ball. Despite failing to secure one, the launch was a success and the statuesque (and incredibly tall) Ian went down well with visitors and fans of the show.

The winners of Toy Fair’s Hero Toys, a prestigious new award for market-leading toys, were announced on the opening day of the show.

The 25 toys, including entries from Playmobil, Tomy and Character Options, plus newcomers to the toy market, were selected by an independent panel of retailers and industry experts.

“Toy Fair’s Hero Toys celebrates the success and ingenuity of the UK toy industry,” explains Rebecca Deeming. “The awards judge major brands and start-ups equally, so both can be recognised for their innovative ideas across all toy categories.

From the next collectibles craze to this year’s musthave Christmas present, we believe these toys

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+44 (0) 1628 488944 interplayuk.com trade@interplayuk.com

Review

Toy Fair

TOY HEROES COMPANY

PRODUCT

Hasbro

Nerf N-Strike Elite Surgefire Blaster

Wind Designs

Glove a Bubbles

Character Options

Soft’n Slo Squishies

Clarendon Games

Poppycock

Gibsons

Rubik’s Cube 500 Piece Jigsaw Puzzle

Fiesta Crafts

Charlie and the Chocolate Factory Hand Puppet & Finger Puppet Set

MV Sports

Marshall’s 6v Fightin’ Fire Truck

Jetson Electric

Jetson Electric Jetskates

Learning Resources

Botley the Coding Robot Activity Set

AugmentifyIt

AugmentifyIt SPACE Augmented Reality (AR) Quiz Game

H. Grossman

Twist Slime

Playmobil

Playmobil 9227 Wedding Limo

Vivid Toy Group

Talk and Sing Nella the Princess Knight

John Adams

Strictly Come Dancing – The Board Game

Spin Master

Meccano Ferrari F1

Ginger Fox

Love Island – The Game

Epoch-making toys

Sylvanian Families Grand Department Store Gift Set

Re: Creation

Of Dragons, Fairies and Wizards Wands

Bladez Toyz

Hot Wheels DRX Monster X-Terrain Drone

GP Flair

Ben 10 Omni Launcher Battle Figures

Posh Paws

My Teddy Bear Pooh 10”

Clementoni

Mind Designer

Recognition Award, given in memory of Uffe Kloster, Playmobil’s UK commercial director, who sadly passed away in November last year, and to reflect the strength of the business in the toy market over the last few years.

“This award not only recognises what Playmobil has contributed to the toy market, but was also a lovely gesture from the industry to Uffe,” comments Jamie Dickinson, marketing and display manager at Playmobil. “Uffe was much loved by his family, but he was also hugely liked and respected by his colleagues and all that had the pleasure of working with him during his years in the toy industry.”

NMP Collins Innovations Max Mindpower Educational Advantage

Sensory Balance Beams

Tomy

Soccerborg

could be the talk of the playground in the coming months. Congratulations to everyone that was selected.”

Show newcomer Ahrani Logan, whose AugmentifyIt Space Augmented Reality (AR) Quiz Game picked up a Toy Hero award, comments: “Toy Fair 2018 has been an amazing experience to connect with both local and internationallyfocused partners. Being a Hero Toy is a great honour for our first Fair.”

Nikki Collins, whose plush bear Max Mindpower was also awarded Toy Hero status, was delighted with her win, and the experience of the show in general. “This has been the best experience ever! I have learned so much from being here and made some great contacts within the industry,” she says.

“Although I am new to the industry, everybody was really welcoming. I would definitely repeat this experience, and recommend it.”

Continuing with the awards, Pokémon Collectibles from Character Options were crowned the winner of the Toy Fair 2018 Editor’s Choice Awards, which are voted on by media attending the show. Bush Baby World from Golden Bear took second prize, with Spin Master Hatchimals coming in third.

The annual Toy Industry Awards, traditionally held on the first night of the show, were wellattended and those present were in general agreement that the awards were handed to the right recipients. Overall Toy Retailer of the Year went to Toytown, Toy of the Year was awarded to MGA Entertainment’s L.O.L. Surprise!, and Spin Master picked up Supplier of the Year.

Playmobil was presented with the Special

To round off a tremendous evening, Colin Rossiter of Character Options picked up a very well-deserved Golden Teddy Award for outstanding achievement and a career in the toy industry which has spanned 40 years. The presentation also provided the best comedy moment of the night; Colin thanked “all those people who nominated me”, to which Jon Diver replied: “It was two actually!”

On day two of the show the Best Designed Stand Awards were presented, given to exhibitors who displayed the ‘Best use of an exhibition space incorporating innovation, accessibility and imagination’. Jumini won the award for the Greenhouse area, with its bold use of primary colours and clear product displays, which perfectly highlighted the company’s new licensed My First Mr Men Little Miss range of wooden toys.

“It was our first time at London Toy Fair and we will certainly be doing it again,” says Nikki Garner, one of the founders of Inside Out Toys, Jumini’s official distributors. “The atmosphere was fantastic - the whole place seemed to be buzzing, and we were absolutely thrilled to be awarded the Best Shell Scheme Stand! We had a very successful show and it was the perfect place to celebrate the launch of our Mr Men Little Miss range of wooden toys, and Adam Hargreaves’ signed illustrations were very popular with buyers (and staff).”

Toy World 46

The Lottie Dolls stand scooped the Overall Award for its welcoming and attractive stand, which featured artificial grass, a hedge wall, wooden planters and a pastel blue background, evoking scenes of imaginative outdoor play. “This year we used a company called Anderson’s Themes and Dreams to build our stand,” explained Arklu MD Ian Harkin. “The stand design fitted the brand values of being outdoor and childhood focused. It’s amazing the reach the award has; in Nuremberg, two weeks after London Toy Fair, pretty much everyone who visited our stand commented on it due to the coverage on the Toy World website, Twitter and Linkedin. Simplicity in design whilst communicating brand values doesn’t have to cost a fortune.”

Speaking to exhibitors towards the end of the show, the overwhelming feeling was very positive, with companies including H. Grossman reporting substantial increases in order taking compared to previous years. “Thanks to the organisers for a great Olympia Toy Fair,” says Martin Grossman. “Not only did everyone turn up for the appointments, except two people with the flu, all were delighted with our new and fresh range. Order taking at the show was treble what we saw last year, which was unexpected as Olympia is mainly a show to allow retailers to view the year’s new ranges. The sales guys were on a high and are now raring to go on the road and sell.”

Commenting on a possible reason for the company’s success, Martin adds: “I was so pleased I increased the sales guys’ dinner allowance to allow them to have a Big Mac as well as a Coke.”

Nick Saunders, of Brainstorm, echoed Martin’s sentiments regarding orders, having also had a packed three days of networking. “Our booth was really busy - it’s a bait like speed dating,” he comments. “I was surprised by the volume of orders, which was much better than usual. Also, it’s always nice to see our customers, agents and trade friends – we have great fun. All in all I am feeling very positive after the show, and it remains a must attend event for Brainstorm.”

The Greenhouse area saw its fair share of footfall across the event, as visitors flocked to see products on offer from newer companies. Green Elephant Trading utilised pillars topped with enormous ‘puddles’ of Crazy Aaron’s Thinking Putty to draw in passers-by who couldn’t resist a quick squeeze of the slow-moving stuff. “London Toy Fair is our favourite show of the year,” enthuses Nici Wilcox,

Toy World 47

Review

Toy Fair managing director of Green Elephant. “The Green House area, where we exhibit, has an interesting vibe what with the new and innovative toys on show. Crazy Aaron’s Thinking Putty had such a phenomenal year in 2017, so it was lovely to catch up with our retailers and hear all the positive feedback following the busy pre-Christmas period.”

Paul Reader, product selection manager at Toymaster, has the final word on this year’s

show. “The show itself had a very positive feel, especially for our members,” he notes. “The 2017 Christmas season once again turned out to be quite positive – although it continues to come very late.

Stocks going into 2018 were cleaner than 2017, and members feel good about the coming first quarter, as the new craze for slow raising foam products from various sources has got off to a flying start.

That, coupled with the continued fast pace of some of our established craze products, has helped Toymaster members to start the New Year very positively.”

Paul also told Toy World that he had been left dazed by the multitude of collectibles, unicorns and toilet humour products he had seen not only at London Toy Fair, but at Hong Kong, Nuremberg and Spring Fair too. “I am quite excited by the amount of product that was on offer at the London Toy Fair,” he says. “We just need to look for the brands and products that suit our businesses best because we don’t have elasticated shelves - sadly!”

Exhibitor applications for Toy Fair 2019, which runs from 22nd-24th January 2019, are now open online at www.toyfair.co.uk, and readers can keep up to date with the latest news on Twitter @ToyFairUK.

TOY OF THE YEAR WINNERS

TOY RETAILER OF THE YEAR WINNERS

Action Toy of the Year: Stretch Armstrong, Character Options Pocket Money Toy of the Year: Pokémon Cards, Esdevium Interactive Toy of the Year: Fingerlings, Jazwares Craze of the Year: L.O.L., MGA Collectible Range of the Year: Hatchimals Collegtibles, Spin Master Retro Toy of the Year: Rubik’s Cube, John Adams Game of the Year: Dobble, Esdevium Doll of the Year: Luvabella, Spin Master Creative Toy of the Year: L.O.L. Fizz Maker, MGA Pre-School Toy of the Year: Paw Patrol Vehicles, Spin Master Electronic Toy of the Year: Laser X, Character Options Licensor of the Year: Nickelodeon Special Recognition Award: Playmobil Supplier of the Year: Spin Master Toy of the Year: L.O.L. Surprise!, MGA

Toy Retailer of the Year Winners Small Independent Toy Retailer of the Year: Just Williams Toys Large Independent Toy Retailer of the Year: Toymaster Cavan Specialist Multiple Toy Retailer of the Year (up to 5 stores): Toy Galaxy Specialist Multiple Toy Retailer of the Year (up to 25 stores): Kids Stuff Toys Specialist Multiple Toy Retailer of the Year (over 25 stores): Toytown General Multiple Toy Retailer of the Year: Argos Department Store Toy Retailer of the Year: Jarrold Online Toy Retailer of the Year: Smyths Overall Toy Retailer of the Year: Toytown

Toy of the year winner: MGA

Overall winner: Toytown

Toy World 48

BOND together to BUILD cool creations!

CONSTRUCT & CREATE ONE ATOM AT A TIME!

Launches July TV Advertised

Toy World 49

Feature

Science & Nature

More to explore

For parents, providing children with toys that are both fun and educational remains a high priority, combining both play value and the benefits of learning in a manner that kids find enjoyable. Rachael Simpson talks to leading science toy suppliers to find out what we can expect from the category this year.

S

cience toys proved as popular as ever at this year’s London Toy Fair, with several new launches appearing in the Toy Fair Toy Hero list, and the category remains a growth market for a number of leading manufacturers. Research from Learning Resources shows that 66% of parents see themselves as the primary educator of their children, and that 77% of parents have purchased an educational toy in the past year.

John Adams has emerged from 2017 having maintained its position of UK’s No. 1 manufacturer of Scientific Toys (NPD Data 2017 by value) for the fourth year running, supplying the top three bestselling science products of 2017, covering a variety of themes and educational subjects.

Interplay’s My Living World range, first launched in 1998, continues to sell through well, demonstrating true longevity in the marketplace, with Ant World - Interplay’s first ever product - still one of the company’s best-selling products.

Interplay Learning Resources also saw a strong performance from its science and nature products in 2017, which form a key part of the product portfolios of both Learning Resources and its sister company Educational Insights.

Brainstorm, which has over 22 years of experience in the science toy category, is looking forward to introducing a number of new products for this year, with the aim of creating products that inspire children to learn more about science and nature.

“We have added to our Outdoor Adventure range this year, with products that encourage children to explore the great outdoors,” explains Nick Saunders, sales director at Brainstorm. “There has been a big upsurge in the popularity of Forest Schools, and these are a great way to enhance a child’s learning through play. Our Outdoor Adventure range aids this type of learning, by giving kids the tools to explore and engage with nature.”

Interplay is also focusing on the natural world with its latest products. The Window Bird Feeder, available from June, features a one-way mirror design and attaches to a window with suction cups, enabling kids of all ages to study birds up close without disturbing them. “My Living World kits contain components designed by professional naturalists, and similar tools to what they would use in the field,” comments Meric Pekcan-Butcher, marketing manager, Interplay. “The accompanying booklets are filled with fascinating information and contain beautiful illustrations and images.

The range simply offers the very best nature study kits on the market, allowing children to discover wonders of nature in a fun, safe and stimulating way.”

Featuring the voice talents of the teenage wildlife warrior Bindi Irwin (daughter of the late conservationist Steve Irwin), Learning Resources is launching the innovative Talking Globe and Talking Microscope as part of its Geosafri Jr range. By harnessing the popularity of a child star such as Bindi, Learning Resources is increasing the attractiveness of its products by adding a famous face, complete with all-important street-cred, to its line-up.

The company is also releasing new STEM and coding products for children interested in the more technological side of science. “We have launched a number of STEM based products of which Science plays a keen role,” says Simon Tomlinson, head of marketing, Learning Resources. “A great example of this is our new coding robot Botley. Botley is screen free and children as young as five can start to learn basic coding and problem-solving skills whilst having great fun. Botley has already generated a lot of interest from customers and won a London Toy Fair Toy Hero Award in January. Our products encourage children to get hands-on; to touch, feel, experiment, and develop motor skills.”

Likewise, John Adams is offering a STEM option

Toy World 50

with the release of Action Science Power Tracks, which is being introduced along with five other new products this year.

“Action Science Power Tracks teaches kids the first steps in coding, circuit building, problem solving, planning and sequencing, with the help of Volty, the fun codable robot,” says Lynette Norris, marketing manager, John Adams Leisure.

As with any educational toy, manufacturers must combine both learning and fun elements; too far one way and there is no desire to play, while too far the other muddies the learning experience and leaves any purported benefits open to close scrutiny. As an educational company, Learning Resources aims to create moments where learning and play become one. “We have a range of products dedicated to developing STEM and science skills in both boys and girls from ag1es two to eleven,” explains Simon. “The beauty of STEM and science-based learning is that there is no right or wrong answers.

Changing thinking to ‘let’s try it this way’ is at the heart of STEM and science and is very educational in nature. We create products that allow children to learn through hands-on exploratory play, whilst developing STEM and science skills largely without realising it.”

Stealth is the name of the game for Brainstorm too. “Learning has to be fun and we are great believers in learning through stealth,” says Nick.

“Many of our products will have children building up their knowledge without them even realising; they will be able to name planets in the solar system, identify animals and lots more. In addition, our products can be enjoyed together as a family; our globes are a great way to teach children about the world around them by discussing fun subjects such as travel - where have you been, where do you want to go - and it’s great that parents can enjoy these elements of play with their children.”

It’s worth noting the increasing appearance of make-your-own slime kits within the science toy category. Already wildly popular, such kits combine the strongest aspects of one of 2017’s biggest crazes – slime – with the educational aspects of scientific learning by allowing children to mix different compounds, in the correct ratios, to form slime from the reaction that occurs.

Slimes are non-Newtonian fluids, like quicksand and ketchup, meaning they sometimes act like solids and sometimes act like liquids, depending on the force applied. Therefore, slime offers an opportunity to teach some of the principles of physics and viscosity, while kids enjoy making their

REINVENTING FUN THROUGH EDUCATION

Feature

Science & Nature

own gooey creations at home. John Adams is just one of the companies catering to the slime-science market, releasing the Super Slime Lab. “This is a gooey ooze creation station that allows kids to make, pump and pour barrels of slime,” enthuses Lynette. “Our Science kits have always been a unique mix of education and fun. Our experiments have been carefully constructed to support the national curriculum and allow kids to learn core principles, whilst our themes help make the kits really entertaining.”

When it comes to retail, the responsibility lies with both the manufacturer and the retailer to ensure that science toys hold their own against ‘regular’ toys, with three of our contributors highlighting clear POS as a key component of effective in-store presentation. “We work hard developing products and packaging that is appealing, interesting and accessible,” states Simon at Learning Resources. “Science and Nature products present great opportunities to stand out on shelf as they are really interesting

products; telescopes, lab sets, microscopes and binoculars and so on - all great fun. We work hard with the retailer to ensure our range sits with complementary products and always looks good and well presented. We also look to identify seasonal and promotional opportunities and provide retail support (POS, display units) as required to create standout on shelf and drive sales.”

Brainstorm, meanwhile, utilises eye-catching packaging to draw in consumers. “The bold and bright packaging which represents the Brainstorm Toys lines ensures that the products stand out on the shelf and product branding such as Outdoor Adventure brings the ranges together,” says Nick.

“We also have a pocket money science spinner with POS header board, which is perfect for displaying our science and nature ranges.”

For any retailers looking to add science toys to their offerings this year, read on – over the next few pages we present the newest products from this expanding category, available from the industry’s leading manufacturers.

Top 5 Scientific Toys (value sales) – NPD January 2018 POSITION

PRODUCT

MANUFACTURER

1

Mine It Gold and Diamond Assortment

Character Options

2

Cra-Z-Art Nickelodeon Cra-z-Slimey Creations

Character Options

3

Discovery Explore Planetarium

Trends International

4

Sparkle Science Glitzy Chemistry Set

John Adams Leisure

5

Two Spool Turbofan Jet Engine

Trends International

newsanalysis

Bringing science to life Toy World spoke to Tess Parsons-Broome, marketing manager at Bandai, to find out why the company has decided to enter the Science Toys category with its range of National Geographic products, and about its plans to invigorate the classic Sea Monkeys brand.

Why has Bandai decided to enter the Science Toys category?

This is all part of Bandai’s long term strategy to diversify into different sectors, and when presented with the opportunity to work which two such well-known brands it was an easy decision for us to make. National Geographic is a leading name in this sector; you couldn’t ask for a more trusted property to deliver a STEM/science range, which is obviously such a hot topic right now. The Original Sea Monkeys brand has also been a part of early science for decades. Added to this is the fact that the science and technology category is showing considerable growth year on year, making it an even more interesting proposition for us.

What are the key attributes of the brands you’re working with in this area?

Our Original Sea Monkeys product line is compact, featuring just the Ocean Zoo Starter Kits and the larger Ocean Adventure Zoos for more serious Sea Monkey fans. Both are affordable and allow kids to grow their very first aquatic pets. Each kit also sees a return to the original formula, which is far superior to what has been on the market in recent years. This brand not only brings the core aspects of science to life, with the discovery and investigation of a species from egg to fully grown Sea Monkey, but also appeals to the nurturing side of play too.

With the National Geographic collection, we have an all-encompassing range that retailers can take as a one-stop shop with key price points that allow for pocket money and birthday present purchases. Most importantly, the quality and innovation that is within each kit is second to none. The vast majority of kits include a real piece of the natural world, whether it be fossils, dinosaur poop, or real crystals.

What plans does Bandai have to reinvigorate these classic ranges?

Sea Monkeys will have a full marketing campaign behind it, with TV at key times of the year, plus a PR strategy designed to not only build the brand, but create longevity too. We have kids press, journalist kits and digital marketing all as part of the mix - after all, we think that every child should have a Sea Monkey.

With the National Geographic collection, parents and gift givers will be the primary target of our communications, together with demonstrating the strength and quality of the brand with a host of experiential activity. We believe that kids can be invested in National Geographic for many years, growing their collections and science discoveries as they grow themselves. There’s a lot of background activity happening for the National Geographic brand too; the UK team, headed by Helena Mansell-Stopher, will support activity going into the market place by pulling together all of their great assets - app, website, and magazines.

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01200 445113 l sales@brainstormltd.co.uk l www.brainstormltd.co.uk /Brainstormltd

@BrainstormLtd

brainstormltd

BrainstormLtd

NEW

TV advertised

NEW

NEW

TV advertised

NEW NEW

NEW

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NEW

Science & Nature

Brainstorm 01200 445 113 | www.brainstormltd.co.uk Brainstorm is renowned for its innovative STEM ranges which encourage children of all ages to explore different aspects of science and nature. This year will once again see new additions which will not only engage more young minds, but will also allow retailers to extend their STEM offering.

The Desk Top Solar System is a desirable impulse purchase line. The easy-to-assemble desk top or dressing table interactive toy features all the planets in the solar system which rotate around each other – ideal for learning, and wellsuited as décor for any space themed room.

The 2 in 1 T-Rex Buzz Wire is a game to challenge steady hands as well as nerves of steel. A retro game with a 2018 twist, players guide the metal handle around the T-Rex Head shaped wire, and avoid making it buzz. With another interchangeable wire to add a new skill level, the game is ideal for the whole family.

The handheld Animal Projector & Nightlight is a multifaceted toy, allowing children to explore the animal kingdom via a series of 24 animal images which can be projected up to one metre wide on their wall or ceiling. The projector then doubles up as a night light, and can also be detached from the main body of the projector and used as a torch.

The Outdoor Adventure range from Brainstorm continues to be extended with the introduction of the Outdoor Adventure Magnifier – a powerful and chunky magnifying glass that is easy for children to hold. Allowing three levels of magnification, this product is ideally suited to outdoor exploration. The Outdoor Adventure collection also features Binoculars, a Microscope, and a Night Vision Torch.

Spin Bank combines the pleasure of saving pocket money with the satisfaction of learning. When kids place a coin into the Spin Bank they can learn why it spins, and what would happen to their coin in a Black Hole, where the normal rules of physics do not apply.

StikBots sees the addition of StikBot Dinos, enabling fans to create even more animated videos using the app to experiment with stop animation. Also new for 2018 are StikBot Safari, and brand new StikBot Movie Sets.

Finally, Aqua Dragons are live aquatic creatures with brand extensions which add to the longevity and learning possibilities of the product, providing a way to teach children about the life-cycles of these simple creatures in an engaging format.

Interplay 01628 488 944 | www.interplayuk.com 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 new Window Bird Feeder into the range for 2018.

Featuring a one-way mirror design, it allows kids of all ages to study elusive and beautiful birds up close without disturbing them. The Window Bird Feeder can be attached to any window with the strong suction cups and filled with an appropriate bird food, ready for the birds to come and visit. Visible to observers though the mirror, the birds can then be observed having their breakfast, lunch break or evening snack.

My Living World will be promoted in 2018 with proactive 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.

MGA Entertainment 0845 0533 333 | www.mgae.com Project Mc2 is a team of six smart and cool girls who use their love of STEAM to undertake missions for top-secret organisation, NOV8 (pronounced “innovate”).

The doll line and accompanying Netflix original entertainment aim to inspire the next generation of female scientists, engineers, technicians and mathematicians. With a major campaign to support British Science Week, including partnering with digital influencers, Project Mc2 is set for an impactful start to 2018.

This spring, the range of STEAM inspired products continues to offer science-inspired play for tween girls and boys.

STEAM themed accessories carrying forward into 2018 include the brand’s best-selling Project Mc2 Ultimate Spy Bag and Project Mc2 A.D.I.S.N Journal, customisable fashion-tech accessory the Project Mc2 Pixel Purse, and the Project Mc2 Ultimate Lab Kit. The popular line of Experiment Dolls will see a refresh, with brand new experiment accessories which can be performed again and again at home, using household ingredients.

Project Mc2 will be backed by entertainment and TV support, PR and digital activity, and full social media support throughout the year.

Toy World 54

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Thames & Kosmos 01580 212 000 | www.thamesandkosmos.co.uk

100

Safe, Educational Experiments 20 Chemicals & Spirit Burner Includes 68 page Experiment Manual

Trends UK 01295 768 078 | www.trendsuk.co.uk Trends UK is one of the UK’s leading suppliers of science toys. Offering real experiments, based on proper chemistry, the popular Science Mad brand will be refreshed with vibrant new unisex packaging and a range of six new kits for 2018, further widening its appeal to today’s kids.

Budding scientists can mix ingredients to watch chemical reactions with Chemistry Lab, and grow crystals to find out how nature’s building materials work with the Crystal Growing Kit. The new Science Mad Slime Lab kit enables kids to experiment with slime in various gloopy states, and with Science Mad After Dark Lab they can perform luminous, glow in the dark experiments. In addition, there are four pocket-money level single experiment kits available, allowing kids to make a potato clock, paper cup speaker, a single crystal, or a mini volcano. All the new kits will be available from autumn/winter 2018.

The Discovery toy range from Trends UK is inspired by the Discovery Channel. Making learning engaging and interactive, the Discovery toys promote adventure and curiosity about the real world. Trends UK is launching a range of new Discovery toys for 2018 that encourage kids to explore nature on the go. The Discovery Pocket Scope, available from spring, is a handheld microscope for outdoor investigation of specimens in minute detail. The Discovery Binoculars & Carry Case, also available from spring, are light, portable and child friendly with 6x magnification and a built-in compass - ideal for observing wildlife. Rounding out the range, the new Nightlight Illuminated Globe, available from autumn/ winter, provides a political global map with countries in colour blocks, plus the names of seas, oceans and capital cities. The globe is ideally suited for kids looking to learn about planet earth, and, as an added bonus, makes bedrooms cosy as kids drop off to sleep.

Since 2001, Thames & Kosmos has been developing science kits for children around the world which have been well received by parents, teachers, and members of the toy and educational products industries. For 2018, the company is unveiling its new range of interactive educational and STEM toys which will be released throughout the spring/ summer season.

The globes range includes two new educational globes. Day and Night Globe is not only an accurate representation of earth by day, including illustrations of animals and landmarks, but is also an illuminated star and constellation map of the sky at night. Kids First Globe is a learning tool, showing animals, landmarks and cultural objects around the world complete with an accompanying educational manual.

Ooze Labs are simple and engaging science experiments that come in chunky plastic test tubes. Each Ooze Lab tube contains an experiment that allows kids to create a safe material that is both entertaining to play with and chemically interesting. Kids can choose from Hypercolour Slime, Glow in the Dark Slime, Sunshine Slime, Glitter Slime, and Magnetic Slime.

Thames & Kosmos is also 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 scientist. The Great Treehouse Engineering Adventure won a Nuremberg Toy Award in the School Kids (6-10 years) category, and will launch in August along with The Fantastic Underwater Science Voyage. Both sets contain multiple components in order to create an impressive construction which draws on engineering and design skills.

GP Flair 020 8643 0320 | www.flairplc.co.uk The team at GP Flair believes science kits should be more than just toys, which is where the Wild Science collection comes in. Wild Science explores real science through kits that produce tangible and engaging results every time, with topics that are both popular with and relevant to today’s modern young audience.

With the Cake Soap and Bath Bomb Factories, children can learn about creating suspensions and the theory behind solids and liquids when making attractive soaps, or discover chemical reactions when making fizzy bath bombs.

My First Magic Show is an early learning project that uses holograms and optical illusions to put on a show. There are levitating beads, disappearing coins and dancing holograms, all of which use scientific principles to create magical effects.

Other choices include the Rock Candy Factory, which allows kids to make edible geodes, amulets and glitter sweets, and the Lava Lamp and Glitter Tube Lab, which comes with everything required to construct a bubbling lava lamp and shimmering glitter tube.

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DKL Marketing 01604 678 780 | www.dkl.co.uk The latest SmartLab kits give children the opportunity to explore, create, and experiment through hands-on play, as each kit comes with educational guides and activity books to support the learning process.

With the Squishy Human Body, kids can discover the world of the human body and what makes them what they are.

Complete with muscles, bones and squishy organs, a steady hand is all that’s required – along with the included plastic tweezers and forceps - to explore the human body model. The set also includes a model stand, Organ-iser poster, instruction sheet and 24 page research booklet.

Ideal for kids with a head for experiments, the SmartLab Squishy Brain teaches children about the senses, movement, emotion, decision-making, and autonomic functions such as breathing and digestion. The brain model includes a transparent skull with a moving jawbone, plus a squishy brain and eyeballs to make learning about neuroscience engaging and entertaining.

The Crash Test Lab’s customisable crash cart comes with a removable roll cage, two bumpers, and a safety harness, ideal for petrol heads and budding safety experts alike. The activity book demonstrates how Newton’s Laws of Motion relate to car crashes, and provides ideas for hours of crash test experimentation.

The Demolition Lab: Wrecking Ball Kit will teach young engineers the science of energy and momentum, plus will impart the numerous principles of physics. Kids can build an abandoned school, or mix-and-match pieces to create their own one-of-a-kind structures - then knock them down with the wrecking ball. The set helps children to learn how to build, develop strategies, conduct tests, problem-solve, and increase spatial skills, all while having fun.

Finally, the Smartphone Science Lab transforms any smartphone or tablet into an instrument of science. With no downloads required, kids can simply point, click, and share. The set includes a mount, microscope, four filters, a carry case and illustrated booklet.

Clementoni 020 3206 1397 | www.clementoni.com

Vivid Imaginations 01483 449944 | www.vividtoysandgames.co.uk As the newly appointed UK distributor for Portuguese manufacturer Science4you, Vivid is pleased to bring the company’s full range of science toys and kits to children across Britain and Ireland.

Multi-award winning Science4you offers a creative and engaging way of inspiring the younger generation to find out more about the world around them. Linking directly to the national curriculum for key stages 1-4, Science4you introduces a range of products to extend a child’s learning from school to home in a stimulating and entertaining way. Each set contains an instructional booklet developed with teachers and is designed to help children learn and understand Science via everyday concepts and materials.

Slime Factory is one of the top selling kits in the range, and allows kids to create viscous substances while learning about their chemical properties.

Using replica lab procedures, kids can completely dissolve substances to form different things, including a monster that multiplies, blue “blood” and coloured worms. Children can challenge their friends to a triple jump game or basketball with homemade bouncing balls. The new Slime Factory Glow In The Dark will also be available in 2018.

Science4You kits also include The Science of Magic, which enables children to find out the mysteries behind some of the world’s most infamous magic tricks. The new Lipstick and Lip Gloss Factory reveals the evolution of lipsticks, and the differences between lipsticks and lip gloss, plus lets children investigate the science behind each of these two make up items, as well as how to make them using the experiment booklet included.

The range will be TV supported for the first time from October.

The Science category has always been strong for Clementoni, with the Robotic and Crystal creation kits being best-sellers throughout 2017.

Added to the range for 2018 is the RoboMaker, an innovative fusion of mechanics and engineering which allows kids to bring intelligent robots to life, opening 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 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, by using an exclusive app, children can experiment with coding and play interactive games.

The Mechanical Laboratory range is a line of modular construction systems with varying levels of difficulty offering strong play value.

The new Rescue Vehicles, Roadster and Dragster Kits for 2018, which include hundreds of components to create dynamic models, are ideal for encouraging quality family time. Added to the laboratory kits range will be the Big Beauty Lab, a kit which allows kids to create bath foam, fizzy bombs, lip balm and more; the Scientific Lab, which allows children to perform more than 150 experiments; and the Slime Lab, which helps kids discover the secrets of chemistry in a Mad Scientist style.

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Science & Nature

Schleich 01279 870 000 | www.schleich-s.com Farm World and Wild Life are at the centre of Schleich’s natural play worlds and 2018 will see the introduction of many new animals and playsets.

Joining the Farm World range this spring are the new Yorkshire Terrier and French Bulldog. New boxed sets including the Miniature Pig Mother and Piglets set, and Pony Mare and Foal playset, are also joining the collection.

For autumn, the Large Farm House will be unveiled. This hero playset has many accessories and features exclusive figures for extra play value. The Adventure Tree House offers retailers and consumers alike a further choice when it comes to farm-themed lines.

New arrivals to the Wild Life range will make their debut too. The Ranger and Indian Rhinoceros Starter Set, the Panda Enclosure set and the Trap with Ranger launch in Q1, with multiple play functions and boxed set value for consumer appeal. Retailers will also have first sight of the true-tolife 4x4 Vehicle with Winch playset, due to launch in September.

All of 2018’s new lines will benefit from retailer promotions and substantial PR campaigns, which will ensure the brand has strong consumer awareness both in and out of the retail space.

Bandai 020 8324 6160 | www.bandai.co.uk Character Options 01616 339 800 | www.character-online.com Today’s trend for all things slime gives kids a chance to sharpen their science skills with the new Slime-inspired kits from Character Options. Cra-Z-Slimy Creations are all-in-one kits that include everything a kid needs to create their own slime at home. Kids can choose from the Slimy Fun Kit which includes fun accessories and the magical slime activator, or the Silly Slimy Fun Kit which lets kids make neon, glitter and galactic slime, and comes with googly eyes.

For 2018 The Cra-Z-Slimy Creations collection will also include Chalkboard Slime, a kit that allows kids not just to make their own slime, but to paint it too.

Or for the ultimate make your own slime experience, the Cra-Z-Slimy Studio comes complete with a slime-making machine and base, plus paints, glitters and more, allowing kids to make multi-coloured gloopy slime.

Science is also present with the world of the Orb Molecules, the world’s first and only creation compound. This atom and electron inspired compound lets kids’ imaginations run wild in the fascinating world of DNA. Each Molecules kit contains thousands of pieces that stick together to form a substance that never dries out, and will hold the shape it’s moulded into until the maker is ready to recreate.

Kits are available with different themes and colourways such as Octobeast and Merkitty, but with the ability to reshape and remould at will, the themes are mere suggestions and the possibilities are limitless.

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This year sees Bandai UK bring two new collections to market, each with its own take on STEM. Kids can experiment with a wide choice of products from the world of National Geographic, plus can nurture their very own Sea Monkeys.

The National Geographic range combines a trusted and well-known brand with entertaining experiments, expert learning guides and fascinating subjects.

Wildlife Wow brings toys and technology together with an innovative virtual reality mode that lets kids explore an animal’s habitat, and use X-ray vision to peer inside each animal. Alternatively, the augmented reality mode lets kids watch videos, learn facts and more. Children and parents alike can also put the Smart Phone Microscope to the test, with its 90x magnification and LED and ultraviolet illumination, alongside many other experiment-based kits.

The Original Sea Monkeys range will launch in late spring. The formulation of the eggs will once again be created in the US to ensure the highest quality of product and to ensure The Original Sea Monkeys become a top choice with retailers and consumers alike. Set to reinvigorate the category, the brand has heritage appeal with a retro vibe and educational benefits.

The Ocean Zoo set is the entry point to the range, whilst the Ocean Adventure Zoo has even more play possibilities, with built-in colour changing lights.

Multi-Award-Winning AUGMENTIFYIT® Augmented Reality Educational Toys Bringing STEAM Learning To Life!

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AugmentifyIt 07795 843 772 | www.peapodicity.com AugmentifyIt is a multi-award-winning brand of STEAM toys, created by the award-winning science and educational technology company Peapodicity.

Kids can play with standalone products or with the Free AugmentifyIt Augmented Reality (AR) app, the only AR app solely focused on bringing Science, Technology, Engineering, Arts and Maths (STEAM) learning to life, using a Play To Learn approach and the magic of AR. Debut product AugmentifyIt AR Space Quiz Game launched its update exclusively at London Toy Fair earlier this year, winning a prestigious Toy Fair Hero Award, in addition to the Gold Made for Mums Toy Award the product picked up for Best Science Toy 2017. A 24 card deck, packed with over 180 facts, over 300 quiz questions and 18 specially Augmentified Space images, AugmentifyIt AR Space Quiz Game features a new Why? feature answering the most common space questions from kids, ensuring that AugmentifyIt is every parents go to science toy. Tips for parents, carers and teachers on how to play, with and without AR, are included in the pack.

New product AugmentifyIt Elements - The Periodic Table Of Me combines chemistry and biology in an innovative and engaging way. Elements make up everything in our universe and over 60 elements of the Periodic Table are found in the human body. This new game takes 18 of the most important, and brings science learning to life in a 24 card pack with over 180 facts and 265 questions, produced in collaboration with students and teachers at the London Design and Engineering University Technical College.

Also new, and only previously seen at New Scientist Live! is the AugmentifyIt Nature AR Quiz Game Stickers: Beetles & Butterflies, with which AugmentifyIt aims to lead the nature field in this year’s British Science Week.

Learning Resources 01553 819 386 | www.learningresources.co.uk Kids can look, listen and learn with new talking additions to the award-winning GeoSafari Jr. range from Learning Resources. Designed specifically for small hands and big imaginations, this best-selling range encourages kids to investigate the world around them using colourful and functional tools.

The only talking microscope available for pre-schoolers, the GeoSafari Jr. Talking Microscope features audio from wildlife celebrity Bindi Irwin, 5x magnification and two comfy eye pieces for an easy, focus free viewing experience. A collection of 20 prepared slides each feature three photo quality images of animals, plants, insects and more. Kids can set the microscope to fact mode to learn more about the items on the slide, or switch to quiz mode to test scientific knowledge, ideal for independent learning. Audio is available in four different languages and lasts for up to 60 minutes, plus all slides store easily inside the microscope for easy tidying and storage.

Children can explore the wonders of the solar system from the comfort of their home with the GeoSafari Jr. Talking Telescope. Kids can choose between fact mode or quiz mode to learn about outer space as audio from Emmy-nominated science TV host Emily Dawn Calandrelli guides them through 24 images of planets, stars and space. Easy to operate, kids simply look through the two-eye goggle piece and turn the dial to switch between images. Audio lasts for 45-60 minutes and is available in four different languages. The telescope features a tripod with soft rubber feet for easy assembly and sturdy viewing.

Rounding out the range, kids can have the world at their fingertips with the GeoSafari Jr. Talking Globe. By pressing the smart pen to any spot on the globe, kids can hear facts or quiz questions voiced by Bindi Irwin. Over 12 hours of audio informs children about continents, countries, states animals and more, and touching two cities will reveal the distance between them.

John Adams 01480 414 361 | www.johnadams.co.uk As the UK’s No. 1 manufacturer within the science category (NPD FY17), John Adams Leisure’s primary aim is to encourage kids to explore the world around them whilst making science fun.

New for 2018 is Rainbow Science, which allows kids to create rainbow-themed experiments with five different projects. Kids can blow a cascading rainbow of bubbles, watch a unicorn inside a hologram viewer, paint virtual reality rainbows in the air, watch a rainbow-coloured flower form before their eyes, and create a layered rainbow amulet.

With Power Tracks, kids can learn the first steps in coding, circuit building, problem solving, planning and sequencing thanks to Volty the codable robot, while the new Super Slime Lab lets fans of the gooey substance create their own slime, spin goo into mixing chambers, pump gunge into barrels, and make slimy jelly filled worms.

The Mission To Mars set is ideal for kids with an interest in space and a desire to explore the red planet. This set allows children to make their own Martian soil, make meteor craters, use augmented reality to create a video backdrop for their play scene, launch an escape rocket, and test which parachute design is the best to land their rover.

Rounding out the new range is Thinking Time, which lets kids power a clock with squishy brain chemistry; complete the circuit and the clock will come to life.

The new introductions will sit alongside John Adams’ popular existing science sets such as Hot Wires, Gross Science, Sparkle Science, Neon Science, and Booms, Bangs, Fizzes.

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Viewpoint Ways to be successful in talent attraction and retention

Rowena Shorey Rowena is a director of recruitment specialists Tinderbox Search Consultants.

Her recruitment experience spans over 11 years. The last five years have been specifically within the nursery and toy markets, recruiting sales, marketing and product development professionals.

F

inding dynamic and talented candidates with the right personality and skill set is the relatively easy part of recruiting – the hard part is convincing such candidates to give up the job they are currently doing to make a move elsewhere.

So, how can companies looking to hire make themselves more attractive to the 30% of candidates that constitutes the passive candidate set? The good news is that within this minority group, around 90% are amenable to at least exploring new opportunities, however in order for them to seriously pursue something, there needs to be compelling reasons for them to walk away from their current employer. Whilst money talks, it is not always necessarily the key driver. Times are changing at a rapid rate and by 2020 we will have, for the first time ever, a truly multi-generational workforce.

With Gen Z entering the workplace, employers will be forced to rethink their hiring and employment strategies, because one thing is for certain; Gen Z won’t be like their predecessors. So, what turns the head of a passive candidate when it comes to considering making a move?

1. Public reputation LinkedIn and Glassdoor are useful tools as sounding boards to establish a company’s culture, enabling candidates to research how many people have joined and left or just read general comments posted to the sites. Glassdoor has some pretty polarised opinions on it, and some can be very negative.

Social media sites will be dived into, to establish if a company

is engaging well on them or not.

Ensuring the company website and all social sites are updated, and any negative comments are conveyed to hiring managers, will be advantageous to a successful recruitment drive.

2. Company culture A company whose culture is based on autonomy, trust, openness and communication across the board, which has a collegiate environment, where fun can be had in the workplace - and also demonstrates that diversity will be a favourable option.

3. Detailed job spec A full and detailed job description with a candidate spec and company information which is not available on the website is expected and will help influence a passive candidate’s mind set.

4. Onboarding process A proper onboarding process is crucial to a smooth and happy transition.

5. Prospects D emonstrated succession planning is important – ambitious people need to know they will have internal prospects.

6. Adaptability T he opportunity to have days to work from home and have skype meetings is an increasingly common expectation – this in particular relates to Gen Z, whose main drivers are work/life balance over money.

7. Development opportunities Training and development opportunities and a properly managed appraisal scheme will be key influencing factors.

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8. Work/life balance Companies which adopt an oldfashioned attitude, that assumes employees who arrive really early and leave really late are the hardest working, will be passed over in favour of companies which actively encourage a healthy work/ life balance, ensure employees are booking off holiday time and respect their down-time away from the office.

9. Rewarding effort Companies who operate incentive and reward schemes - not just for a job well done but for going the extra mile or demonstrating the right willingness - will be perceived as desirable company cultures.

10. Flexible working Roles offering flexible working hours will be favoured - 77% of the millennial generation will choose companies that provide flexi time as it enables them to be far more productive and efficient in their job and achieve a happy work/life balance which mitigates stress and time off sick.

Of course there is a whole host of smaller (and more cost efficient) ways in which companies can make themselves attractive to talent seekers, but the most important point I want to convey is that, unless hiring companies are willing to embrace change going forward, in order to attract and retain a truly multi-generational workforce, then they are at risk of not being able to attract, or even possibly retain, the best people.

If you would like to find out more on this subject please feel free to get in touch with me directly.

Beyond the Tipping Point

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.

W

ith the Q1 trade show season and the extensive follow ups completed, the focus now switches to range finalisation and sign-off for the main season.

Any buyer who is currently heavily involved in the ranging process will find this critical stage relatively straightforward, but with the industry being buffeted by ongoing and significant change it makes for a very interesting few months.

Second guessing how this year will play out in terms of trading really is a million-dollar question; in a perverse way this could turn out to be a very interesting year for the Toy trade.

Having been in a similar situation when Woolworths failed, I really do sympathise with anyone at risk of losing their jobs.

Without wishing to be too insensitive there are always buying

roles available within Groupon Goods - visit www.Groupon/careers The smartest retailers will hedge their commercial commitments, whilst optimising their access to the supply of whatever emerges as the next hot craze. Others will want to keep the range selection fluid and may hold back a large portion of Open to Buy to see how the cards fall on both sides of the fence in the coming weeks and months.

General discussions at this year’s trade shows also threw out some serious conversations about Far East sourcing generally and how less attractive it is becoming due to increasing costs and longer lead times. In the current climate, both are rubbing against the grain and experienced buyers are savvy enough to find alternatives.

Many that I spoke to saw the Middle East and Eastern Europe as increasingly viable sourcing alternatives to China, with their

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shorter lead times and competitive pricing key to benefiting from switching supply.

My overall take from the trade show season was that this will be another year of collectibles growth, with so many potentially large concepts in the pipeline. The segment cannot fail to have at least a couple of hot trend concepts; the key question is what will carry the high-ticket status in Q4 - a 20 pack of putty will not cut it as a child's main gift purchase.

Based on the surge of development within collectibles, the toy industry, after a large drop in volumes in 2017, is in line for a strong year of unit growth, with low RSP products that that will play well with the Independent sector. In terms of where the industry value metric will end up, it really is anyone's guess.

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Mattel

The changing face of Mattel

John Baulch caught up with Mattel’s SP VP WW Consumer Products Richard Dickson to learn more about the company’s plans for 2018, and how the company is addressing the major changes taking place in the global toy market we need to return to our roots and ensure we are following these principles.

How has the company adapted to the changing face of the toy market?

There have been some significant changes within the toy market over the past few years. How have these impacted Mattel?

Make no mistake, the toy industry is a tough and highly competitive market. It may seem easy to an outsider, but in truth it’s extremely complex. Right now, we are competing in a very exciting, dynamic, but complicated new world. The toy industry and the people who work in it need to be adaptable and open to constant change. The winners will be those companies who are nimble, who find new ways to innovate on the product front and new ways to reach the consumer. These are the challenges that Mattel is facing, and the team is facing those challenges head on.

How difficult is it for a company the size of Mattel to react quickly to these changes?

The company was set up in a garage 73 years ago.

The people involved were entrepreneurial, nimble, open, flexible and creative. These traits are in our DNA and to be a successful, high-performance toy company in the current retail environment,

We’ve made a lot of changes. We are much more digitally-minded. It’s important that we listen and adapt to what our consumers are interested in. We are focused on delivering the right product at the right time for those consumers, which requires new ways of thinking. Mattel was built on supplying bricks and mortar retailers and driving demand through TV advertising. Now, we’re living in an omni-channel world; TV is no longer the only way to drive demand, we need to embrace a far more complex communication strategy.

Our assets and brand capabilities are phenomenal. However, in the past, Mattel has been known for its disciplined and controlled approach, which saw the organisation become a little bureaucratic. To succeed in future, we need to challenge ourselves more: we need to show that we can be more nimble, creative and entrepreneurial.

We need to ask ourselves honest questions: “What if…?” and “Why not?” It is a more open approach, and it is stimulating a lot of possibilities internally.

On the communication front, you’ll certainly see more investment in the digital landscape in 2018.

We’ll also be working with a variety of influencers to get our story across to consumers.

How do you keep your brands relevant in the eyes of the consumer?

We’re approaching brands as 360-degree play experience: gaming, consumer products, live events and content. These four areas, connected to product in a digital world, provide our blueprint for driving the business forward.

Developing content to support a toy range is vital.

Our brands are so big and connected to kids lives, this 360-degree approach offers us the opportunity to truly brings our brands to life for consumers.

2017 was a challenging year for Mattel.

How are you feeling going into 2018?

I’m feeling optimistic. We have realistic expectations and plans. I am confident that our brands are on the right track, that we’re making the right investment in our brands and our people have learned a tremendous amount over the past year.

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You’ve made changes to the UK and European organisational structure – do you feel this puts you in a stronger position to face the challenges ahead?

I have been coming over to Europe frequently, spending time with the new leadership team. I am confident that we have the right team in place and the right structure. We have delayered the operation to create a more empowered, entrepreneurial environment. There is a new energy; people feel empowered to go and do what they need to do.

Our strategy is brand-led, digitally-minded and consumer focused. We’re moving to a push model, rather than a pull model; in the past few years, we didn’t always sell through the amount of product we pushed into retail. Now we’re focused on pulling consumers into our retail partners and meeting that demand with the right amount of product. Of course, this is the toy industry; we need to make bets, but we must do that in the right way.

How do you see 2018 shaping up for your licensed ranges?

From a licensing perspective, we have established some great partnerships with high-profile brands; the Crayola and Sephora tie-ups with Barbie are very exciting. Jurassic World will be huge; the product line is innovative and Universal has been a great partner. Cars continues to perform well for us.

There is also a lot happening with our own brands; it’s the 50th anniversary of Hot Wheels, while we’ll also be re-launching Polly Pocket. 2018 has a lot of potential for Mattel. We’re optimistic that we’ll be returning the company to the right place.

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Outdoor Toys

Feature

Out to play

With ongoing concerns that some children are spending too much time in their bedroom looking at a screen, it’s more important than ever to give them a reason to get outside and play. Casey Goodman looks back at how the outdoor toy sector fared in 2017 and speaks to suppliers to find out what’s in store for the category this year.

T

he outdoor toy category posted a modest decrease in sales in 2017.

Overall, the category was 6% down on the previous year, with Q4 proving to be a particularly challenging period, with sales falling 12% against the previous year. However, several sub-categories saw improvement last year, notably Winter Sport toys, which increased by an impressive 71% across the year and 568% in Q4 alone, driven by the large amount of snow which fell across the UK in December.

Nat Southworth, Kids@ Play MD, told Toy World that he has continued to see growth of the company’s sales during the autumn/ winter season, which remains a key sales period for higher priced outdoor lines: “We’ve put a lot of time and effort into the quality of the play experience delivered by our items. We have continued to see a steady growth in our ride-on category. I think the most interesting trend is the rise in price point that the customer is willing to pay, and the increase in feature-rich products desired by consumers.”

Figures from the scooter, skate and skateboard sub-sector bear out this observation, with growth being recorded in both the £30-£50 and £100+ price bands last year. Hy-Pro’s Ying Pickavance suggests that electric scooters priced at £200+ have driven growth in the £100+ area, further evidence that not all outdoor toys are caught up in the race to the bottom as far as price is concerned.

Traditional outdoor ranges also enjoyed a strong trading year; sales of Pools, Water and Sand toys and Balance Bikes increased by 10%, 2%, and 4% respectively. Little Tikes experienced another year of good growth; its Fountain Factory Water Table was a Top 20 toy in June, and two of last year’s outdoor lines were heavily supported with TV advertising, which helped to drive consumer awareness and demand. Michelle Lilley, head of marketing at Little Tikes, told Toy World that she has noticed several trends in Outdoor which she expects to be huge for 2018, including a return to embracing

the great outdoors, consumers considering purchases much earlier on in the year and the popularity of water play.

“Generally, our customers are keen for all the family to play together outdoors and spend more time enjoying their surroundings. This means they are placing greater importance on getting the most value out of their investment, selecting items suitable for the full spring and summer season.

They are often making decisions on outdoor play purchases much earlier than previous years - and considering them for alternative gifting occasions such as Easter.”

“Water play has increasingly become a focus for our new product development, which was the main inspiration for the new Fun Zone line, while also ensuring dual play purpose, so the products could be used both inside (without water) and outside.

Portability has also become more important in the ride-on category, enabling parents to take beloved toys to a separate destination, demonstrated by our Pack ‘n Go Trike, which is easily transported by car,” she added.

One of the challenges which retailers face with the Outdoor category is the issue of how much floor and shelf space many products require. Nat

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thinks retailers would benefit from setting aside space to maximise sales of ride-on vehicles: “I know it is a challenge with meterage in store, but retailers should review what they can do in the powered vehicle category, as there are significant sales opportunities. Kids@ Play continues to bring innovation to battery powered vehicles, with a world first foot-to-floor/ battery operated crossover, and we continue to have strong support for our licensed vehicle range, particularly with the market leading Landrover Defender 6V.” Michelle suggests that catching the early bird is the key. “Ensure the brand is front-of-mind early on, when consumers start to consider their Little Tikes purchases, and you can reap the rewards. Provide a wide product offering at a variety of price points, displayed in an attractive way. If space allows, build the product to show its value and capture consumers’ imagination. Demonstrating an item’s full impact hugely helps,” she advises.

Another supplier which is expanding its ranges this year is MV Sports. It has over 200 new products for 2018 across its licensed and own brand portfolios. Phil Ratcliffe, sales and marketing director, told Toy World that licences still play an important role in the sector, alongside value-driven own branded wheeled products. “Disney Princess, Batman, and Peppa Pig enjoyed strong growth last year, alongside newer properties such as Paw Patrol and PJ Masks. Our Electrick scooter brand and Stunted scooter range have been refreshed and strengthened and we have signed 12 new licences, which will drive incremental sales around hot properties, such as L.O.L Surprise!, Hatchimals, and Jo Jo Siwa. We expect a strong showing for Super Wings, Avengers and Jurassic World to start building from Q2 onwards,” he added.

Over the next few pages, Toy World presents a range of new outdoor products that will be introduced this year.

Company Profile

Hy-Pro

Top Flyte Toy World spoke to Simon Pickavance, commercial director at wheeled toy specialist Hy-Pro, about the company’s NPD rankings, its Q4 results, and why its Flyte range is poised for even bigger success in 2018. data too; we’d like to thank our customers for their continual support and their belief in us.

How did Zinc’s performance compare with the overall category performance in 2017?

We have done extremely well, now accounting for over 20% of the wheeled toys category which we are thrilled with. Our distribution across Europe has also expanded, with many new partners coming on board. The growth we have experienced in the last year has been phenomenal, and we’re very excited to see what 2018 holds for us.

In contrast to the overall toy market, you enjoyed a particularly strong Q4. What do you put that down to?

Were you happy with how 2017 turned out for Hy-Pro – what were the high points?

2017 held many highlights for us. Not only has Zinc defended its position as top brand in its sub-category, but Hy-Pro also became the top manufacturer. We attribute this to areas of success in all the divisions of our business. We launched our Smart range in July 2017, with our successful Smart X hoverboard debuting for the Black Friday event.

We’ve also been working hard on the sports side of the business, with the 2018 World Cup just around the corner, and we’ve spent the last year developing the range. We’re over the moon with the recent NPD

Zinc has always been on-trend and product development is both fashion- and innovationdriven. With this in mind, we aim to deliver on marketing expectations. It’s no secret that our Smart Range has been a huge hit, and we accredit this to the wide range of products which take advantage of the latest technologies, therefore appealing greatly to the younger consumer market.

What do you see as the main strengths of the range which have led to this success?

We react quickly to market trends, and although our customers appear to be budget driven we don’t let this stop us from reaching out to a wider audience. Creating a range of products that is suitable for all budgets and abilities is what we’re all about; we have a continual focus to keep Zinc an aspirational brand.

We listen to our partner and consumer expectations, which allows us to deliver a market leading performance.

What plans do you have for the Flyte range in 2018?

Flyte has had mind blowing success

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across the globe, and we’re now distributing to territories that we never thought were possible. And it’s because of this success that we have explored furthering the range. Following high demand from our customers, we will finally be releasing a Maxi sized Flyte for children aged 8+ this year, which we’re extremely excited about. We love that we’ve got this opportunity to develop the range because it proves that customers believe in our brand and in our products. We’ll also be taking time to redevelop our existing models, with new on-trend designs coming to the Mini and Midi models in time for the holiday season.

How big is the market for children’s travel accessories?

Families are always looking to combine fun and functionality with travel. With Flyte we are redefining travel and helping to provide that solution. It’s a completely unique product, appealing to parents due to its 3-in-1 qualities.

We’re providing both innovation and great value for money, which is exactly what travelling families need.

Do you feel that travel is a category that retailers are making the most of?

Retailers do a fantastic job appealing to the kids travel market. But ultimately, it’s up to the suppliers to keep suppling these innovative products. Customer and consumer development is so important, and our Maxi is testament to that.

We’ve found that it’s especially significant to be all-inclusive, both with our products and our target market.

3 OUTDOOR TV ADVERTS THIS SUMMER! + HEAVY WEIGHT DIGITAL, SOCIAL AND INFLUENCER CAMPAIGN.

Call 0845 0533 333

Email Uklittle.tikes@mgae.com

MGA Entertainment UK Ltd 50 Presley Way Crownhill Milton Keynes MK8 0ES

Web www.littletikes.co.uk

Outdoor Toys

Re:creation 01189 736 222 | www.recreationltd.co.uk Re:creation is offering plenty of reasons to get outside in 2018 with the relaunch of the Splash Out game and high tech innovations from trailblazers, Razor.

Razor celebrates 18 years of innovation this year, and is launching the innovative Razor Turbo Jetts, lithium-powered heel wheels. Selected by TV show This Morning as one of only two top toy trends for 2018, these easy-to-clip-on heel wheels give any trainers a turbo boost like no other. Reaching speeds of up to 10mph, and offering 30 minutes of continuous ride time, Turbo Jetts were the stars of the show for Razor at London Toy Fair and a major marketing programme will keep them in the spotlight throughout the year.

Drifting fun turns a corner in 2018, quite literally with the launch of the Razor Drift Rider. Fans of the Crazy Cart will be keen to try this new ride-on which combines motorcycle cornering with drift-ability. Lithium-powered Drift Rider features a torsion bar, meaning riders can lean into a corner in a similar way to motorcycle cornering.

Electric scooters continue to drive interest and Razor has injected its innovative thinking to develop new high tech rides. Among them the Razor Power A is a sleek take on electric scooters with Razor’s exclusive anti-rattle folding technology. Powered by a 22V lithium battery, Power A can reach speeds of up to 10mph and offers a run time of around 45 minutes on a single charge.

Ever present in the top ten for scooters, the Razor S Sport range welcomes a new colourway. Joining pink and blue editions, a red S Sport completes the line-up for summer.

The new Hovertrax 1.5 will join Razor’s hoverboard line-up this spring.

Backed up with 25 years of success, Splash Out continues to earn a spot on sales leader boards worldwide. Re:creation will relaunch the Splash Out brand this spring with heavyweight marketing programme including TV, vlogger and blogger outreach and digital communications.

Hy-Pro 01582 670100 | www.zincflyte.com Zinc Flyte kickstarts the year with the news of winning Platinum in the Lovedbychildren 2018 awards. With a large family community of followers on social media and a recent celebrity appearance boosting sales, 2018 promises to be an exciting time for Hy-Pro’s rapidly growing brand.

Flyte makes travel easier for kids and adults alike and turns travel into an adventure. The item is not only a cabin-sized piece of luggage that fits into any cabin space, but it’s also a scooter. The easy-to-fold footplate is neatly integrated into the case, meaning that kids can convert their Flyte from a compact case, to a pull along, to a fully functioning scooter with steering in seconds. This evolutionary product in kids’ travel is currently available in two sizes, the Mini, which is suitable for younger children, and the best-selling Midi, which is perfect for older children. The long-awaited Maxi, which will be the perfect travel companion for eight years plus is still in development, and is expected to launch in Q4 of 2018.

Keen to expand its successes and increase brand awareness further, Flyte’s extensive marketing plans for 2018 include new video content, which will support retailers across online marketing campaigns in peak buying seasons. Cinema advertising and YouTube campaigns will also broadcast in Q2 in the run up to the summer holidays. For the first time, Flyte has the opportunity to be working with schools to demonstrate the functionality of Flyte in everyday life, as well as its ease for travel. The brand also has plans to expand the range, offering new designs in the spring for both the Mini and Midi models.

H. Grossman 01416 132 525 | www.ozbozz.com The Ozbozz brand from H. Grossman is renowned for its popular outdoor products. Unicorns are the magical creature of the moment, and the sell-out Ozbozz Unicorn scooter is set to continue as a best-selling line for 2018.

The revamped Light Burst scooter received several consumer awards last year, with its light up deck in flashing multi colours to make sure children are seen. Both sides of the age spectrum are catered for with the Ozbozz classic for pre-schoolers, My First Scooter, which is three scooters in one. The unique design evolves from being a sturdy four-wheeler to a trike and then to a two-wheeler.

For older kids, the new Torq Edge Scooter is designed for those with more 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.

The generic range of Ozbozz pogo sticks, playtents, scooters, and skateboards small and large offer a wide choice of colours, materials, and design. The neon coloured skateboards are proving to be ever popular.

Tomy 01392 281 928 | www.tomy.com Tomy has geared up its John Deere Monster Treads collection for 2018 with exciting releases, including its Tough Treads Tractor and Mini Monster Wheels Tractor.

Perfect for outdoor play, John Deere Monster Treads are designed for children aged three years plus and combine the power of John Deere with monster truck styling.

For autumn/winter, Tomy will release the John Deere Mini Monster Wheels Tractor.

This tractor is just like the Mega Monster Wheels but smaller, children simply push down on the cab to expand all the tires then push again to retract them. Also new to the collection is Tough Treads Tractor. Children simply push the button (on each wheel) to eject the super tough treads and topple anything in their path.

To support the collection, Tomy will roll-out an integrated marketing campaign driving awareness to Monster Treads in a category dominated by planes, trains, mini collectibles, cars, construction, and deluxe vehicles.

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Outdoor Toys

Wilton Bradley 01626 835 400 | www.wiltonbradley.com Wilton Bradley has a popular outdoor toys range, with wheeled products fast becoming a major category for the company. The Xootz range of wheeled toys grew by a massive 200% in 2017.

The Viper pedal go kart is available in a matte black colourway, with a venom green Xootz logo, making it one of the most striking pedal karts around. The addition of a gear stick and free wheel movement add to the realistic driving experience.

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; capable of traversing up to 12km on only one two-hour charge. With a max speed of 25 km/h, riders can tackle a 10km commute in less than half an hour, whilst having much more fun than they would crammed onto the tube or sat in traffic. It has all the features of a top-of-the-line electric scooter, including digital control screen and rear brakes, thick durable tyres, front and rear lights, and an LED strip light. It folds away, so can be easily carried around the office or taken on the train.

Wilton Bradley’s long standing and successful partnership with Bestway has made it a UK market leader in inflatables. A wide range of top licensed products, from Star Wars to Disney, will be available this year.

Hauck 07770 608858 | www.hauck-toys.com Hauck offers wheeled products for all ages, from babies to adults. There are grow-with-me trikes that convert in three easy stages to last from a child’s first years to pre-school, as well as balance bikes, pedal go-carts, and electric cars for pre-school children and up, and for the four to tenyear age group there are high performance pedal go-carts.

Also available are products for adults, including Hauck’s versatile wagons. They are handy and ideal for picnics, shopping, festivals and so much more. Each boasts clever features designed to make life easy.

Hauck’s range is strong on both innovation and build quality. Each product is designed and engineered in Germany, so quality is assured.

The product line features not only Hauck’s own branded products, but also many of the most popular licensed characters around today, including Disney, Nerf, Spiderman, Batman, Star Wars, Transformers and Mercedes.

Hauck’s top selling Nerf Battle Racer, Batmobile, Transformers and Sirocco go-carts are joined by new introductions to the range that will be launched throughout the year. Available now are two striking new go-carts: Spiderman and Disney’s Cars, each featuring bodywork that captures the very essence of these ever-popular characters. Coming soon will be new ranges featuring Star Wars – both Darth Vader and a Storm Trooper - and Disney’s Minnie.

Also new is the Alu Rider. This deluxe, super light-weight, aluminium framed balance bike also features special ball bearing wheel hubs for almost friction free running. The seat and handlebars are fully adjustable.

Tactic Games 01483 332 070 | www.tactic.net Mölkky is a fun combination of chance and skill that is quick to learn and exciting to play. The rules are simple, providing great fun for players of any age. Players take turns to throw the Mölkky skittle to try and knock over various numbered pins. The aim of the game is to score exactly 50 points. If players get more than 50, their score will be knocked back down to 25.

Mölkky can be enjoyed in any outdoor space, from back gardens to the local parks. It can be played one-on-one or with a team and is suitable for all ages and fitness levels.

The Mölkky game is originally from Päijänne, in Southern Finland, where it has been played for centuries. It is the most popular outdoor game in the Nordic countries and it is gathering momentum all over the world.

Annual National Mölkky competitions have been held in several countries around the world since 2004. Teams from all over the world gather at the most important tournament of the year to compete for the World Champion title. The 2018 world championship will be held in Pori, Finland - the home of Tactic Games OY, where Molkky is manufactured.

The game is manufactured from wood that has been logged from sustainably managed forests with the PEFC-certificate.

This makes Mölkky an environmentally friendly, durable and fun way to enjoy fresh air and friendly competition.

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© 2017 HIT Entertainment Limited. © 2017 Gullane (Thomas) Limited.

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Outdoor Toys

Hasbro 0208 569 1234 | www.hasbro.co.uk

Kids@Play 01423 611047 | www.kids-at-play.com

Nerf continues to bring action-packed fun in 2018 with blasters for both younger and older children.

The N-Strike Elite Surgefire Blaster has a rotating drum that holds up to 15 darts, perfect for slam-firing the competition in a sea of foam darts. Kids can choose a target and blast one dart at a time, or slam-fire all 15 darts to pour on the firepower.

The Mega Tri-Break blaster features a break-open barrel that holds up to three Mega Whistler darts. Flip open the barrel, load darts, prime, and unleash Mega power.

The Nerf Modulus Mediator blaster has numerous attachment points for accessories within the Modulus system which features over 1,000 different combinations.

The blaster offers pump-action and slam-fire blasting, so battlers can be ready for anything. The Mediator barrel and Mediator stock (each sold separately) can be attached to create the Mediator XL blaster for ultimate fun.

Kids can be ready to battle zombies with the Nerf Zombie Strike Revreaper blaster – with no trigger, but a pumpaction handle to fire a dart at the oncoming zombie hoards with ease. The blaster has a visible gear mechanism, so battlers can watch the gears turn as they launch the darts.

The top-loading clip fires 10 Zombie Strike darts to keep the zombies at bay.

The Rival Phantom Corps line has older children (14 years and up) well-equipped for battle, with both the Nerf Rival Kronos XVII-500 and Nerf Rival Helios XVI—700 blasters. The Kronos XVII-500 is a spring-action blaster which sends rounds flying at 90 feet per second, with the ability to load five high-impact rounds, to prime, aim and fire. A red or blue flag can be attached to choose between Team Red, Team Blue, or neither to stay with team Phantom Corps. Meanwhile the Helios XVII-700 blaster and its 7-round magazine can send high-impact rounds flying at 100 feet per second at the opposing team.

Kids@Play offers a wide range of outdoor play items with high quality ride-ons from Falk, perfect for children to spend hours of fun outside. The range is available on a domestic basis, with price points starting at entry level and reaching up to the more luxury, premium ranges.

A particular hero item is the Baby Claas Tractor.

In addition to high quality pedal and foot to floor products, Kids@Play holds a range of battery powered ride-ons for those who want a little more zip when they put their foot down.

A best-seller in the range is the Land Rover Defender 6V, which offers a realistic driving experience of the 4x4 legend. A comprehensive range of ride-ons for this outdoor season is available to order now from the Kids@Play Chepstow warehouse.

Funrise 01908 555640 | www.funrise.com Gazillion Bubbles has created premium bubble products for over a decade. With an extensive array of premium bubble solution, bubble toys, and bubble machines, Gazillion has something for every young bubble fan.

Introducing Gazillion Bubble Pong, where children can experience the first game of its kind that blasts their opponent with bubbles. Gazillion Bubble Pong delivers fun and excitement as children bounce ping pong balls into their opponent’s side to score points, and blast them with Gazillion premium bubbles. When the Bubble Pong game is over, children can turn on 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 come complete with two wands, a dipping tray, and an 8oz bottle of Gazillion premium solution.

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LAUNCHING THIS SUMMER

A REVOLUTIONARY

NEW RIDE

Outdoor Toys

Little Tikes 08450 533 333 | www.littletikes.co.uk As a leader in the UK outdoor toy market, well-known for its classic playhouses, the Cozy Coupe, and iconic Turtle Sandpit, outdoor play has long been a key part of the Little Tikes ethos. Its latest campaign, launching alongside a new outdoor range, hopes to encourage children to spend more time enjoying outdoor play this summer and beyond.

Supported by PR and social activity, the campaign will span both new and existing products, including the innovative and versatile Fun Zone.

The new range, launching in spring, features four exciting products, all suitable for both indoor and outdoor activities.

Introducing a unique water play experience to the UK toy market, the range includes Tumblin’ Tower Climber – a water slide and climbing frame combined, Drop Zone – a 5ft diameter splash pool complete with overhead conveyer belt and plastic balls, Dual Twister – a two player water spray spinner, and Splash Face - a water fuelled tug of war for multiple players.

Trends UK 01295 768 078 | www.trendsuk.co.uk Glove-A-Bubbles is a completely new way to play with bubbles. Children can simply wear the Glove-A-Bubbles on the hand, dip it in the provided bubble pouch solution, and wave it about. The holes on the tips create an exhilarating cloud of floating bubbles as the Glove-A-Bubbles is swished through the air.

The product minimises the potential mess created by wands and bottles that are often held incorrectly, spilt, and make a mess. Everything needed is included; children can open Glove-A-Bubbles at the bottom, take out the bubble solution bag, dip, and wave for bubbles.

Glove-A-Bubbles comes in eight colourful designs and will be available for spring 2018.

Character Options 01616 339 800 | www.character-online.com Character Options’ Laser X is back for 2018 with even more ways for children to hone their laser tagging skills.

The action-packed Laser X brand was a sellout success of 2017 with its twin pack of blasters, providing everything needed for the ultimate game of high-tech tag.

Firing longer and stronger than ever before, the Laser X 2 Player Pack gives children the chance to be team red, team blue, or to go rogue. This core item became a 2017 Dream Toy, plus was the recipient of the prestigious Electronic Toy of the Year Award at the Toy Industry Awards in January.

Character will be expanding the range for 2018 with two new brand additions, ensuring this is a brand with longevity and must-have fun for all the family.

The Laser X Long Range Blaster fires infrared beams from an impressive 100 metres away. The Blaster has a super-fast reload function that allows for 25 shot rapid fire, and a haptic-feedback function which lets children feel when they’re hit, further adding to the gaming experience.

Also new from Laser X and ideal for solo or headto-head play, is the Laser X Gaming Tower. With a range of 35 metres, the Battling Tower features eight different game play functions for solo or head-to-head fun, 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 either outdoors, or when the weather is not so good, indoors too.

The Laser X 2 Player Pack is available now and will be joined in June by the Laser X Long Range Blaster and Laser X Gaming Tower; launching with a high impact and edgy marketing drive.

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Š 2018 Hasbro. All Rights Reserved.

Outdoor Toys

MV Sports 01217 488 000 | www.mvsports.co.uk This year, MV’s portfolio of licences is further strengthened with the addition of 12 classic and new properties.

The new pre-school licence to the range, Super Wings, includes a tri-scooter, ride-on, and 12” bike, all with fun character artwork and bespoke shape plaques. There is also a Jett-shaped ride-on which includes the theme tune from the show, and a 6v batteryoperated Jett-shaped ride-on, with lights, forward and reverse gears and steering wheel accelerator.

Taking the wheeled market by storm are PJ Masks and Paw Patrol. Both of these sought-after ranges include scooters, skates, skateboards, and bikes, along with authentic moulded battery-operated ride-ons, such as the Catboy’s 6v Cat Car and the award-winning Marshall’s 6v Bubble Blowin’ Fire Truck.

Other new ranges include the popular L.O.L Surprise!, featuring a scooter, skates, and bikes all with a “glitterati” design. YouTube sensation JoJo Siwa is joining the line-up with a range of skates, scooters and a bike featuring authentic removable JoJo bows, and also new to the range is Hatchimals colleggtibles, featuring popular characters on a range of scooters and bikes.

2018 has some highly anticipated movie sequels; The Incredibles 2, set to be released in July, Avengers Infinity Wars in March and Jurassic World Fallen Kingdom in June. Products will all feature striking designs and key character elements.

Established ranges such as Wired, Grow and Go, and E-moto have all had a refresh with new colours and modern designs. MV’s new collection of sporty Electrick scooters has edgy new designs and trade up features. New additions to the company’s own brand lines include Zoomies, a collection of cute animal designs, one of which is a Unicorn; and pretty tepees under the Wigwam brand, offered in variety of designs and sizes.

Spirit of Air 01633 246 788 | www.spiritofair.co.uk

Eolo +852 23631998 | www.eolo.com This year, Eolo will be introducing its new range of Aqua Gear products to the outdoor toys category. With exclusive patented systems, the range is designed to encourage kids to get active and take part in exciting, energetic outdoor play with their friends.

Ideal for the warmer summer months, Aqua Gear from Eolo is a unique line of water battle toys. Items in the range that enable children to join in the fun include the Hydro Charger, Splash Shield and Vapor Shades The Hydro Charger is a wearable water gun which boasts the company’s unique pump-action technology, as well as a tank which attaches to the arm, to allow the battle to continue for longer without participants constantly stopping to re-load.

Also available is the Splash Shield. This product can be worn as a shield to protect children from any incoming water barrages. As well as fending off assailants, the shield has multiple purposes as it can also be used in retaliation as a powerful water blaster - and doubles up as a pool float when the battle is over.

Also new to the range is Vapor Shades, perfect for challenging friends to a water battle with an integrated target system so that children can keep score and declare an ultimate winner.

Spirit of Air is a family run company based in South Wales, operating out of its own warehouse. It supplies the largest range of own brand kites, windsocks, banners, windspinners, and many more colourful outdoor decorations available in the UK. In addition to these outdoor products, it also manufactures a range of indoor/ outdoor play tents. With more than 750 products available, the company offers its customers a wide choice of options.

For 2018, over 30 new products have been introduced, including two completely new and exciting styles of kite. The Midi Diamond kites are easy to fly, and a range of the mid-sized kites is available, which fly straight from the bag with only minimal assembly. The second new range is Sky Dancer kites. Their serpent like tail paints the sky with bright colours as they fly - and an added bonus is that no assembly is required; the Sky Dancer kites are out of the bag and up in the air in no time at all.

These new kite ranges for 2018 are produced from durable ripstop polyester and framed with a super strong glass fibre. The kite sails are produced utilising the very latest digital print technology ensuring the bright, vibrant graphics give an excellent show in the sky.

Toy World 80

01635 887099 info@phoenixsportinggoods.com www.phoenixsportinggoods.com

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19/2/18 10:51 Outdoor Toys

Toy World kites ad 100 x 285 2018:Layout 1

GP Flair 0208 643 0320 | www.flairplc.co.uk To celebrate the World Cup year, Flair offers a great football inspired collection, including the already successful Messi Training System.

With one of the world’s most famous footballers behind it, the Messi Training System has all that is needed for kids to train like their hero and become an elite finisher; practicing their skills, improving their speed, and honing their reflexes and shooting ability.

New for spring is the Championship Edition Messi Training Pro Warm-Up Ball, and the 2-in-1 Soft Touch Training Ball Assortment. These entry level pieces are ideal for practicing keepie-uppies, flicks, and tricks, with a handy detachable cord to keep the ball close at hand.

To sharpen shooting skills, the Messi Training 2-in-1 Footvolley comes complete with ball and pump. Children can aim the ball at the holes in the net as a solo training regime or play with friends and see who can score most points, and add to this the Messi Auto Trainer, which flips the ball up to improve header and foot control of off the ground shots.

This spring, the Large Messi Training Foldable Goal is joined by a smaller version; ideal for more compact spaces or for fine tuning accuracy. Each comes complete with a ball and bump for instant play.

Finally, the 4-in-1 Training Station presents the perfect way to practise passing, ball control, and accuracy. The unique shape allows the station to flip on each of three sides and present a different training exercise with each aspect.

The Messi Training System will be promoted through social media and a key sponsorship with SV2 and Cheeky Sport, not to mention kids press and TV commercials.

Vivid Imaginations 01483 449944 | www.vividtoysandgames.co.uk Vivid looks set to continue its success in the Outdoor category this year, with heavyweight TV campaigns in place from February until the end of summer.

Phlat Ball had another record-breaking year in 2017, with sales up 8%, according to NPD, rocketing to an all-time high and maintaining a consistent level of yearround sales. Transforming from a 9” disc to a 6” diameter ball when thrown, the Phlat Ball is perfect for outdoor active play. The range consists of the Phlat Ball Flash, which lights up, along with the original V3 Fusion and Neon Jnr options. V3 Fusion will see vibrant new colour refreshes later in the summer.

Super Wubble also had a fanatic year with sales up 77% vs 2016. This amazing bubble ball is squishy, squashy, super soft and lightweight and can be inflated to up to 80cm tall. Super Wubble is available with or without pump and comes in assortments of pink and blue. Water Wubble, available in a four pack or three pack, is a set of refillable water balloons which are easy to fill and self-sealing. One set takes the place of hundreds of water balloons for hours of fun. New for 2018 are Wubble Fulla Slime and Wubble Fulla Marbles, filled with gooey slime or colourful marbles. Each Super Wubble & Water Wubble will be TV advertised throughout the spring/summer season.

Smackerz is the new craze where children can practise tricks and challenge friends, to see who the ultimate Smackerz champion is. This addictive new toy will be TV advertised from February at key holiday dates.

For a trade pack please contact: Spirit of Air Ltd, The Warehouse, Portland Street, Newport, Gwent, UK NP20 2DP T: +44(0)1633 246788 F: +44(0)1633 246794 E: sales@spiritofair.co.uk

www.spiritofair.co.uk

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from The leaders in outdoor fun!

Stock up now!

01380 872950 sales@tkcsales.co.uk www.tkcsales.co.uk

19/2/18 10:49 Outdoor Toys

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Simba Smoby 01274 765 030 | www.simba-dickie-group.de/en Simba Smoby’s extensive outdoor range continues to offer the best in outdoor play, with plenty for retailers to choose from; offering slides, climbing frames and more.

The My House Picnic Table is a fun playhouse that keep kids entertained.

Standing at 135cm tall, the playhouse includes a picnic table attached to the side of the house, so children can enjoy their summer playtime outdoors and have lunch in the sun.

At 172cm tall, the Friends Playhouse and Kitchen lets kids take their adventures even further with several game spaces, and a secret hideaway in the house. Children can pretend to cook their favourite food in the kitchen, which comes with a grill, sink, and food accessories.

When they are ready for a break from play, there is a picnic table by the side of the house to enjoy a summer packed lunch.

The House on Stilts is the ultimate outdoor adventure playhouse for kids. Standing at nearly 200cm tall, the playhouse sits on sturdy stilts. There is a ladder to climb up and enter the house, which includes a playroom. Children can choose to leave the house by climbing down the ladder, or by using the 1.5m slide attached to the side of the house.

In addition to the above lines, Simba Smoby also offers licensed outdoor toys featuring Cars, Lion King, Dora, and Frozen.

Phoenix Sporting Goods 01635 887 099 | www.phoenixsportinggoods.com Phoenix Sporting Goods is a manufacturer of high quality innovative sports products under the Gorilla Training brand. At Nuremberg this year, the company launched its range of outdoor sports products including the Rocket Goals in three sizes, Speed Vision, Freestyle Ball, Hurdles, Speed Ladders, Frameless Rebounder, and Cones. All items have a common theme, of being portable, easy to construct and put away and - most importantly - built to last.

The Gorilla Training Rocket goals have a unique function which allows them to be snapped open and closed within seconds so children can start playing immediately. The small goals come as a twin pack and the other two sizes as single pieces.

For a trade pack please contact: Spirit of Air Ltd, The Warehouse, Portland Street, Newport, Gwent, UK NP20 2DP T: +44(0)1633 246788 F: +44(0)1633 246794 E: sales@spiritofair.co.uk

www.spiritofair.co.uk

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Spin Master 01628 535 000 | www.spinmastertoys.co.uk Air Hogs Sonic Rocket took off big time at Toy Fair with a starring role on BBC Breakfast, as well as creating a first for Toy Fair TV, when presenter Gavin and the crew filmed the first Rocket Launch outside at Olympia.

With Sonic Rocket, kids can break boundaries and defy gravity along with learning that what goes up must come down.

The product offers parents the perfect opportunity to get their kids outdoors this spring.

Launching up to 200 ft in the air, the Air Hogs Sonic Rocket is ready to use straight out of the box.

Offering a full adrenaline-pumping experience, the rocket features a rotating countdown, real rocket-style acceleration, and easy-glide descent. There is a choice of three power modes of 50 ft, 100 ft, or 200 ft.

With 50 launches per charge, the rocket can be sent into the atmosphere again and again, before being quickly recharged via USB. Designed to last, the Sonic Rocket is made with crash-resistant EPP foam.

Suitable for older children, the Sonic Rocket offers a great spring opportunity in the outdoor toy category.

Spin Master is also proud to offer its Swimways range of leisure and recreational water products. With a passion for developing fun and engaging products for kids, Swimways has something for all the family to enjoy. The innovative range includes SwimWays Spring Float pool lounger, the only float on the market with a patented inner spring. Available in a range of colours, patterns, and designs for babies, kids, adults, and even dogs, there’s something for everyone.

TKC Sales 01380 872 950 | www.tkcsales.co.uk TKC Sales has over 20 years of expertise in the outdoor toy field, and is offering an array of outdoor toys across its popular brands Eolo and Wham-O. The range of quality products, all perfect for outside play, includes the new Disc Jock-E and Pop-up Kites from Eolo, as well as Wham-O’s original Frisbee and Slip ‘N’ Slide, all of which are offered exclusively from the toy distributor.

Disc Jock-E is a flying disc with a Bluetooth speaker and a water-resistant design. It allows music lovers to play their favourite tunes, by pairing with any compatible mobile device, and streams music up to 50 metres away – ideal for in the park or even on the beach. Popularity of the disc has reached new heights with its nomination in the USA for Outdoor Toy of the Year.

Eolo’s pop-up kites are ready to fly in seconds with their unique 3-step Pop-Up system. Available in a variety of Disney, animal, and stunt designs, the kites are simple to set up.

The extensive Wham-O range features the iconic and original Frisbee in Classic, Ultimate, and Pro designs, for users of all levels. The classic Frisbee has a simple design, only slightly tweaked post technological advances since the 1960s, but remains lightweight and easy-to-throw, whilst the Ultimate, with its advanced aerodynamics, is perfect for athletic play.

Slip ‘N’ Slide is the original water slide for use at home in the garden. Slip ‘N’ Slide is easy to set up with the connect and go system; users can simply attach a garden hose and splash their way down the waterslide. There are various different designs available, including the Wave Rider that includes boogie boards.

For a trade pack please contact: Spirit of Air Ltd, The Warehouse, Portland Street, Newport, Gwent, UK NP20 2DP T: +44(0)1633 246788 F: +44(0)1633 246794 E: sales@spiritofair.co.uk

www.spiritofair.co.uk

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Fresh Licensed dress-up costumes

FRESH THIS MONTH:

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

In march we have new releases from: Five Stars, Panini, Rubies, Walltastic, Tactic Games & Max Mindpower.

3D Pop Out Wall Decoration

Rubie’s Masquerade 08453 070 707 | www.rubiesuk.com

Walltastic

To celebrate the Transformers: The Last Knight DVD release on the 30th of October, and the Transformers 6 movie appearing in cinemas in December, Rubie’s is introducing two new costumes including an innovative new style - Flip and Reveal.

These costumes enable the wearer to choose whether to be either a vehicle or a robot.

Rubie’s is also launching a new range of Marvel Infinity War costumes. The third movie in the successful Avengers franchise, Infinity War is scheduled for release in the UK on 27th April.

Bringing together over 60 different superhero characters, the supporting line of licensed costumes is Rubie’s largest movie launch to date, with over 19 new products on offer.

Star Wars: The Last Jedi hit cinemas on December 15th, became the worldwide No. 1 film of 2017 and is currently up for several Empire Film Awards, including Best Film. Rubie’s has launched a new Rey costume and a new Executioner Stormtrooper costume to coincide with the DVD release of The Last Jedi in April, and with the next instalment in the franchise - Solo: A Star Wars Story - arriving in cinemas on 26th May, it is expected that Star Wars costumes will be in high demand.

On June 8th, Jurassic World: Fallen Kingdom will open in the UK, a full two weeks before the US. This gives UK retailers an opportunity to capitalise on licensed Jurassic World product sales. Rubie’s T-Rex full body inflatable costume has been popular on social media, delivering over 100m hits to date.

Also launching in June, and in addition to the T-rex inflatable, Rubie’s will introduce a new inflatable dinosaur costume, which the company is confident will prove popular among fans.

0208 569 2001 | www.walltastic.com Expanding on the success of its current product portfolio, Walltastic is launching its innovative new product range, 3D Pop Out Wall Decoration.

The 3D Pop Out Wall Decoration range transforms any bedroom, games room or playroom - even the smallest of box rooms.

Each kit contains a detailed background scene which measures approximately 4ft x 5ft, eight sheets of high quality die cut 3D elements to assemble, and one roll of Walltastic double sided tape for easy installation. Walltastic’s 3D assets can be placed anywhere on or off the background, allowing kids and their parents to design and construct their very own action packed scenes.

Walltastic’s new 3D range is available in three designs: Avengers, Spider-man, and Fireman Sam. Walltastic believes that this range, which is available now, will be a top selling product for the company in 2018. For information on other products, brands and ideas, readers are encouraged to visit the website.

Qolor paints Five Stars (852) 3692 5032 | www.fivestarshk.com Qolor is Five Stars’ newest paint brand, featuring a wide variety of formulas: Paperpaint, Fingerpaint, Windowpaint, Magicpaint, Chalkpaint, and 3DGelaxy.

Newly developed for the Paperpaint line is a new pressand-paint brush pen. Kids can gently press the soft pen and use the brush to spread the paint that instantly comes out. This line is ideal for adding to creations including drawings, stamp art and spray art. Magicpaint is special 3D paint that is suitable for plastic, textile and more, giving children the ability to decorate anything they like.

Five Stars’ new Fingerpaint pot has two functions: first, the integrated sponge helps young children to make the perfect fingerprint and second, they can then explore the shapes created inside the print.

Windowpaint lets kids paint directly onto glass, or use special templates to make stickers for car windows, mugs, or for decorating their windows at home.

Five Stars has also created a new subline, called 3DGelaxy, which allows kids to create real 3D accessories thanks to its gel-like consistency. Outdoors, the Chalkpaint spray and Five Stars’ specially designed four-layered stencils allow any child to become a street artist, creating monsters that come alive on the playground.

Finally, Five Stars is also introducing Disney to its Qolor range of paint products, including Mickey Mouse, Minnie Mouse, Cars 3 and Disney Princesses, with Frozen to be introduced soon.

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FIFA World Cup Adrenalyn XL Trading Card Game Panini 01604 877 888 | www.paninigroup.com Kids can collect, play, trade, and experience the thrill of football with the new official licensed trading card game of the 2018 FIFA World Cup, Adrenalyn XL. Every four years, football takes centre stage as 32 nations compete for the ultimate sporting prize - the FIFA World Cup – and this year the world’s footballing elite head to Russia in the hope that they will be the ones to raise the trophy.

Panini is proud to introduce the only official licensed trading card game for this celebrated event. The collection features all 32 teams, presented with eye-popping graphics and images of the world’s football superstars. Collectible cards include Team Mates, Fans’ Favourites, Top Masters, the rare Icons and the extra-rare Invincible card.

Plus, kids can also look out for extra special limited edition cards.

There are 468 cards to collect in total, and collectors can kickstart their collection with a starter pack that includes a collector’s binder, 18 trading cards, a game board, magazine game guide and a limited edition card.

To further expand the play potential, collectors can also play online (www.paniniadrenalyn. com) and complete their virtual binder by activating the codes on the backs of their cards.

Let’s Play Tactic Games 01483 332 070 | www.tactic.net

Max Mindpower Max Mindpower +353 872 234097 | www.max-mindpower.com 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 a 16cm hardcover book that introduces Max to his owner, and explain how to use him.

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.

Max Mindpower has been well received at London Toy Fair and Spring Fair, winning a Toy Fair Toy Hero award, and more products are in the pipeline to further bolster the brand’s strong entrance to the toy market.

Tactic Games has launched Let’s Play, a new collection of six ‘snacking’ games which can be played straight from the box. Stored in easy to use plastic cases, the games are ideal for grab-and-go gaming and travel, and are suitable for ages three and up.

Choco is a chocolate-themed game of memory and luck. Players shake the dice and match pieces to the symbols shown. If it matches, the player collects the piece and the person with the most pieces at the end wins. What’s in the Fridge is a memory game played inside the box, which becomes a refrigerator with shelves. Players try to guess what’s in the fridge while using the dice to swap items; the more items in the fridge, the harder the game becomes.

Bell Towers is a family speed puzzle played by two teams. Players stack their pieces according to the rules on the revealed cards. The aim of the game is speed – the first player to 25 points wins. Doti is a family guessing game played in two teams.

Players use word cards that have shaped lines and dots on the reverse. The players can use 20 dots to create pictures for team mates to guess. However, the other team can steal the word by guessing first.

A frantic guessing game, Panic Alias is played in two teams. Teams attempt to guess their word before the time runs out, but the random timer creates a constant state of panic. The team interrupted by the timer collects a Panic token, the first team to get five tokens loses.

Rounding out the new range is party game Not for a Million Bucks. Players must push their boundaries, picture themselves in impossible situations and let the others guess what they would do for a million bucks. Players take turns at facing dangerous animals, doing outrageous stunts and performing hilarious scenarios to be the first to win a million bucks.

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Feature

Action Vehicles

Time for action With manufacturers and retailers alike reporting positive results from within the action vehicles category in 2017, attention is now turning to what’s in store for the next 12 months. Rachael Simpson finds out what action vehicle fans can expect to see hitting the shelves this year.

E

ncompassing die cast collectibles, radio control vehicles, drones and scale models, the action vehicles category offers a broad range of imaginative and engaging play possibilities. Despite 2017 having been a tough year for toys, most manufacturers of action vehicles report strong sales, and growth within the category.

“We are very proud of both the Road Ripper and Nikko ranges,” enthuses Céline Lustig, international marketing manager, Toy State.

“Thanks to some innovative, original features devised by our design team, we enjoyed a year of growth in what seems to have been a difficult year in general. We were delighted with the performance of both the Turbo Panther and Velocitrax - they had an outstanding year in 2017.”

Likewise, Simba Smoby saw success with its licensed Cars line of RC vehicles, boosted by the release of the Cars 3 movie in July. “We had a very strong year last year for both Transformers and Cars,” explains Mayur Pattni, head of marketing and licensing at Simba Smoby. “For Cars, we delivered an all-encompassing 360 marketing plan including TV, cinema, YouTube and sponsorship, all of which, along with the support from retail, made our RC range a success, and our 1:24 RC Turbo Racer McQueen the No. 1 best-selling RC item by volume in 2017.”

After a year of consolidation and growth, German manufacturer Bruder is preparing to add 23 new vehicles into its range of realistic scale models for 2018. Toy World asked Florian Loh, area sales manager, what we can look forward to seeing this year. “For the very first time our range will feature motorcycles by Italian premium manufacturer Ducati,” he told us. “The models feature suspension as well as steering, and all form part of the Scrambler series, a range characterised by a modern interpretation of retro design. We will be introducing a Ducati Desert Sled, an off-road variant, and the Ducati Cafe Racer, a road bike. Both models include a rider with genuine clothing and equipment to live up to our motto – ‘Just like the real thing’.”

Moving from sea to sky, manufacturers are continuing to strengthen their drone offerings, after what was a challenging year in the marketplace, with high price points, advanced specifications and an older target market blamed for generally disappointing sales through toy channels in 2017. “It is no secret that 2017 proved to be a challenging year in terms of what was moving in the drone category,” explains Celine at Toy State. “We strongly believe in drones, particularly Nikko Air, and we will continue to invest in drones, with our support and direction firmly focused on drone racing and our partnership with the Drone Racing League. RC car racing continues to be popular, and we believe that this

Toy State race element is still to be realised within the drone category.”

Celine raises an interesting point, drones currently aren’t often marketed with an emphasis on racing other drones and their flyers; rather, children are encouraged to beat their own time around a course of their own creation, or simply enjoy the experience of flying. Hot Wheels R/C Drone Racerz, from Bladez Toyz, which come in at a price point much lower those of higher-spec drones for older children, are just one option available to younger kids who wish to race friends or siblings.

“The drone market is soft as specs are too advanced and aged too high,” states Vikki MarlerHausen, marketing manager at Bladez. “As a result, there are too many generic drones from factories which leads to consumer confusion, and often there are quality issues with no expertise or customer service being offered to support. Drones are also aged at 14+ so they are not being bought as a toy.

This is where our Hot Wheels line comes in, as we are offering easy to drive and fly drones designed with the 8-12 year old child in mind. We offer unique functions and innovation, bright designs and colours, and also the benefit of working with a trusted brand.”

RC drones and vehicles will also continue to benefit from the advancing technological

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innovation within the category. Simba Smoby has introduced an RC line that is controlled using a smartphone, which takes photos and videos which kids can then upload online to share with their friends and family, while Bladez Toyz unveiled its new Sky Traxx first person view (FPV) drone at London Toy Fair to positive reviews. “The fact that our new FPV drone will work with a Hot Wheels app - allowing children to draw their own track in the sky which the drone flies around using its autopilot function - proves we are keen to introduce new technology to enhance the flying experience,” comments Vikki. “The Bladez Sky Traxx Drone will also feature a Wi-Fi enabled HD camera so kids can record video and take photos. We are really excited about this drone, and can’t wait to start marketing it from late summer.”

However, not everyone feels that tech is best. At Bruder, the focus still remains on analogue toys, with the entire range of action vehicles ready for play straight from the box – no charging time or batteries required. We asked Florian why Bruder’s analogue offerings remain so popular. “A strong and sustainable feature of Bruder products is their great play value,” he says. “Whereas digital or technologically advanced items sometimes feature non-realistic attributes, Bruder´s ‘Just like the real thing’ philosophy carries through into

Š2018 Mattel, Inc. All Rights Reserved.

Feature

Action Vehicles

our products, offering great play value plus tactile qualities. We also work with open-box packaging, which is very important to us as manufacturers.

As a brand, one of our unique selling points is that our products not only live up to the hands-on play experience, but also offer the detail and features of real life vehicles. Our open packaging lets kids see exactly what they are getting.”

For 2018, Simba is preparing to launch new licensed Cars offerings. Mayur comments: “We are going to build on the success of the 1:24 scale RC Turbo Racers, by launching a brand new theme called Crash Racers that boasts a crash action.

The line, which we are supporting with an actionpacked TVC, will feature Lightning McQueen and Jackson Storm, and when the RC cars hit the wall, or crash into each other, the bonnets and windows will fall apart.” The company will also be launching a focused range of 1:24 scale RC cars for the Transformers Bumblebee movie, which is due for cinema release on the 26th December. “The range will include a 1:24 Bumblebee in his original Beetle form, as well as a 1:24 original Bumblebee Camaro, last seen in the first Transformers movie,” says Mayur.

Toy State is also releasing licensed action vehicle lines to support movies due to hit screens in 2018, including Marvel’s Black Panther. “We are happy to be supporting Marvel with some great new items.

In 2018 we will be introducing the fantastic Combat Shifter to our Lights & Sounds range. We also

will unveil the Black Panther into our Hero Rider assortment, for more ways for children to enjoy the magic of Marvel.” Toy State has also been very pleased with the feedback it has received for its allnew Omni X, with its new drift feature.

Bridging the gap between air, water, and everything in between, Bladez is introducing its versatile new Hot Wheels RC 3-in-1 Monster Drone which goes on land, sea and air. “We’re calling this the big brother to our Drone & Vehicle Set, so we are enjoying seeing our toy drone family grow,” says Vikki. “We won a BTHA Hero Toy award at London Toy Fair and are delighted at the coverage we are receiving for our innovation, play value and also our affordable pricing strategy.”

A newcomer to the action vehicles category, Sinco Creations is introducing an innovative Hot Wheels carry case system for collectors of the model vehicles. Feedback on the range thus far has been very positive, having been showcased at London Toy Fair, Nuremberg Toy Fair, and Spring Fair in Birmingham. “Our Hot Wheels branded multi-brick carry case systems enable children to carry and protect their Hot Wheels vehicles, as well as build towers,” explains Sally Hunter, sales director at Sinco. “It amazes me how many children have Hot Wheels cars and love to carry them around, but there has been no option for them to do this easily - until now, of course. Our brick system is also a fantastic way for children to store their cars at home too, thanks to our innovative design.”

Simba Smoby

Sally continues: “We fell in love with this product the minute we saw it and knew that it would be extremely popular - the hype at all the trade shows has been incredible, and just goes to show that there is a gap in the market for this product category. Hot Wheels is a hot property, and 2018 will see the brand celebrate its 50th anniversary too. All in all, it’s a very exciting time for us to jump on-board.”

To mark its 50th Anniversary, Mattel has unveiled an all-new Hot Wheels brand campaign - Challenge Accepted. A series of dynamic activations will take place throughout 2018, including a new partnership agreement with F1 World Champion Nico Rosberg.

Nico will act as a Hot Wheels global brand ambassador in 2018/19 and will feature in a number of videos that will demonstrate competition, experimentation and creativity.

“Our new Challenge Accepted brand campaign celebrates how Hot Wheels ignites and nurtures the challenger spirit that lives within every kid,” says Wendy Hill, director brand activation at Mattel. “We are delighted to be working with Nico Rosberg on this campaign, during which Nico will demonstrate his own challenger spirit and encourage kids to share theirs too. The Nico Rosberg Challenge Accepted programme launches in May, with a series of Hot Wheels challenges brought to life through a series of engaging pieces of content that invites advocates to join in, along with a once in a lifetime opportunity to meet Nico.”

Mattel is also launching special edition Zamac Flames and Black and Gold 50th Anniversary cars to commemorate the special year, alongside product ranges that offer enhanced track play experiences. The expansion of the Track Builder range with Stunt Boxes allows for plenty of stunt opportunities, and is an ideal kit with which to start Track Builder Hot Wheels collections. 2018 also sees the re-launch of Hot Wheels City, which extends imaginative play for younger fans with animal themes and die cast colour-changing elements.

And Hot Wheels isn’t the only one celebrating in 2018; Toy State’s brand Nikko prepares to mark its 60th anniversary this year too.

Commenting on why she believes the brand has shown such longevity in the marketplace, Celine explains: “Nikko’s success is down to the team that works tirelessly each day to produce the best toys, while never sacrificing quality. The team may have changed over the years, but the drive and determination remains as resolute today as it ever did. Nikko is truly a global household name, and trusted by millions. To celebrate this milestone, we have launched our limited edition 60th anniversary Turbo Panther. We would like everyone to join us in celebrating Nikko’s special year, as we mark the anniversary at different trade events throughout the year.”

Over the coming pages, Toy World takes a look at some of the new action vehicles on offer from leading manufacturers in the category.

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 sales@thesalespartnership.com

Action Vehicles

Toy State 020 8440 5060 | www.toystate.com Toy State invites kids to discover limitless play and imagination with its 2018 product line up, including new vehicles and licensed product, and continued line evolution with its established Road Rippers, Nikko, and Cat construction toys.

2018 marks the 60th anniversary of Nikko. In celebration of this milestone as a category leader in radio control, Nikko is launching a special 60th anniversary edition of the classic Turbo Panther.

This limited edition combines an iconic body style with powerful performance. Since Nikko was first launched in 1958, the company has continued to create the highest quality radio controlled toys, leading the category as innovators in performance and design.

Continuing the tradition of innovation, Nikko is launching the Omni X, with its ability to spin 360 degrees and a sideways drifting action for an enhanced play experience. It also features multiband racing, allowing up to 10 drivers to race together. For drivers who enjoy being out in all the elements, there is the VaporizR 3. This amphibious 4x4 vehicle comes with full function tank steering that is designed to power through land, water, and snow.

Nikko Air and the Drone Racing League are introducing a sleek, high performance new drone – the Stunt 75. This drone delivers maximum stunt performance for a fast-paced racing experience. This drone features auto-fly technology, one touch stunts, and 38 light patterns.

Toy State has always delivered on its commitment to bringing quality licensed product to toy aisles, and this year’s featured licensed vehicles include Hot Wheels, Barbie and Cat items. The Flame Thrower is the latest vehicle to roll out in the Hot Wheels brand, featuring lights, sounds and simulated illuminated flames rising from the engine. Another new vehicle in the line is the Power Coaster RC, a sleek 8” vehicle that speeds up with the pull of the trigger, and turns with a flick of the wrist. A new Barbie SUV RC comes complete with full functionality, a classic pink design and working headlights.

Alongside its 2018 line of RC toys, Toy State is also enhancing its catalogue with feature driven Lights and Sounds products. The Road Rippers Turbo Rig comes complete with lights and motorised driving sounds, while the giant engine reveal takes the truck to a whole new level. Also being introduced this year is a motorised international style fire truck, the Real Works Rescue Squad Fire Truck. This rescue vehicle features motorised drive, lights and sounds, along with a moving ladder. The ladder extends to position the light-up ‘water cannon’ over the illuminated

Toy World 96

flames to put the flames out. This product also features extending stabilisers and flip up/slide in side panels.

The Road Rippers Street Vortex put the emphasis on quality, innovation and fun. These futuristic motorised sports cars feature lights, sounds, motorised drive and a pop-up turbo rotor for maximum acceleration.

Adding to the extensive line of style, scales, and features, the latest Cat machines will provide hours of realistic adventure. The Construction Zone Fold Out Worksite is a 16” playset which opens up to become a sprawling worksite that gives little builders a host of job site activities. Complete with over 15 play pieces, including a 16” dump truck, ramps, a container, a crane and three mini machines, the worksite and play pieces fold up and store in the bed of the truck. In addition, Toy State is launching the Ultra Sand Set. Kids can rake, shovel, dig or dump with the dump truck, or change it to wheel loader mode. This item comes packed as a dump truck but it easily comes apart to provide a bucket, rake, sifter, funnel and two moulds. Whether it’s at the beach or in the sand box, this 15” vehicle offers plenty of construction play.

Š 2018 Hasbro. All Rights Reserved.

Action Vehicles

Tobar 0844 573 4299 | www.tobar.co.uk A wholesale supplier of toys, games, gifts and gadgets, Tobar offers a range of new action vehicles for 2018, including additions to the Maisto and Bburago ranges.

The 1:24 FXX-K Racing Ferrari is a highly detailed 1:24 scale model of the prestige manufacturer’s prototype high performance racing vehicle. Featuring plenty of attention to detail, every curve and angle is accurately reproduced, including the distinctive fins at the rear of the vehicle. The detail continues through to the inside of the model, where kids will find an interior that remains true to the full-size car. The exterior also sports an electrostatic paint coating and authentically-recreated race markings.

The blue chassis and mud guard on the New Holland T7HD farm tractor model sit above four chunky wheels with authentic looking deep tread tyres. At the top of the steps is the open-view cabin that features full interior details just like any other Bburago model vehicle. This 1:32 scale agricultural tractor also has a hitch for attaching additional accessories.

The RC Rock Crawler XXXL remote control car is ideal for going off-road and crawling over the most extreme terrain. The vac-formed body is light and agile whilst maintaining strength, allowing it to withstand the harshest driving conditions. Four wheel drive combined with front and rear articulated spring suspension give it supreme driving ability, and the hobby sized controller, with proportional speed control, works within a range of up to 50 metres and comes complete with battery and charger.

Mattel 01628 500 000 | www.mattel.com

Sinco Creations 0161 737 7464 | Sales@Sincotoys.com

In 2018, Mattel strengthens its popular Hot Wheels die cast offering. Hot Wheels continues to lead the die cast market as it retains its No. 1 position in the Vehicle super category. The brand is also gearing up to celebrate its 50th Anniversary with the new campaign, Challenge Accepted.

A series of activations will celebrate this major anniversary by communicating the value of Hot Wheels play, combining competition, experimentation and creativity to provide vehicle challenges that develop kids’ skills and confidence. The anniversary celebrations include new commemorative die cast, ideal for collectors. Hot Wheels will launch special edition Zamac Flames and Black and Gold 50th Anniversary cars, adding further appeal to existing collections.

Driving engagement in licensed ranges, Hot Wheels will debut new movie-themed die cast for Star Wars, Avengers, Marvel and Batman, classic brand Looney Tunes, and famous car manufacturers Honda and Lamborghini.

Hot Wheels has also created some of the most innovative cars and track systems available. Offering enhanced play opportunities, the systems allow kids to connect different playsets together to unlock new and advanced modes of play. To build out the world of Hot Wheels, spring/summer 2018 sees the launch of playsets and track builders compatible with all Hot Wheels die cast, including an all-new look for Hot Wheels City and the new Track Builder range.

Kids can now park and protect their Hot Wheels cars with Sinco’s new multi brick carry case systems.

Each individual case has a groove allowing them to be connected to each other. Kids can then then built vertically or horizontally, and the carry case system can either be mounted onto a wall or stacked up high. Each comes with a carry handle so kids can take their vehicles with them on the go.

The storage carry case can also be connected to a Hot Wheels track for hours of endless racing and system building.

Three sets will be available from Sinco Creations at the end of April. These consist of an 8pc, 18pc and 20pc with a pull down double race track.

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Action Vehicles

Funrise 01908 555640 | www.funrise.com With over 70 years in the industry, Tonka offers a wide range of products; from dump trucks to police cars there is a Tonka vehicle for every child.

Kids can now re-create their own emergency adventures with the full range of Tonka UK Emergency Die-Cast Vehicles. The range has a whole host of vehicles including a fire engine, police motorbike, and sea rescue plane, all of which have colours and markings that echo those of the real-life emergency teams. Kids will have a variety of single vehicles to choose from, as well as a three pack of emergency vehicles, ready for any disaster.

Also available in the Tonka Die-Cast range is an assortment of big rigs and monster trucks. The entire collection of die cast vehicles is created in a heavy metal that stands true to the brand’s toughness. With a low opening price point, kids can look forward to collecting and enjoying the entire range.

Also available in the Tonka collection is the classic Tonka Steel range, Tonka Tinys at a collectible price point, and Tonka lights and sounds vehicles.

HTI 01253 778 888 | www.htigroup.co.uk Alpha Animation and Toys 01293 804 599 | www.auldeytoys.us New from Alpha Animation and Toys is the Screechers Wild range of action vehicles. The only vehicles that drive, flip, and morph into beast mode, Screechers Wild will transform the way kids race. Targeting fans of action, the new property takes driving to the next evolutionary level, being part hot rods and part beast-themed mechanised avatars.

The Screechers range features a variety of vehicles including street cars, rescue trucks and military vehicles, which morph into predators, insects, beasts and birds of prey when they come into contact with flying discs. There are three vehicle levels to collect, plus two different launchers which bring more action to the morphing vehicles.

With 60x two minute animated shorts currently in production, Screechers Wild will also be supported with TV and a robust digital campaign.

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HTI specialises in die cast vehicles for its own in-house brand Teamsterz, and Entertainment One’s popular licensed brand, PJ Masks.

The extensive Teamsterz range includes collectible die cast vehicles, transporters, garages, playsets and track sets for creating hours of vehicle play. New additions to the die cast collection for 2018 include racing, sports performance and city service vehicles, inspired by UK and international vehicle designs. Available in a 3” and 4” scale, the high-quality die cast body shell combines attractive price points and quality manufacturing, offering high levels of detail and play value.

HTI is launching PJ Masks 3” die cast Hero and Villain Vehicles to the UK market for spring/summer 2018. Kids can collect Cat-Car, Gekko-Mobile, Owl Glider, Night Ninja Bus and Romeo’s Lab in gloss, matte and metallic paint finishes, sold singularly and as three pack assortments. The single vehicles are presented in blister packs for free standing or euro hook display, whilst the three pack is displayed in an acetate box.

Each 3” die cast Hero and Villain Vehicle features a high-quality body shell with underbody detailing and independent free moving wheels.

Compatible with the range of PJ Masks die cast Hero Vehicles is the all new Save The City Track Set, available spring/summer 2018. Kids can launch the Cat-Car with the pull-back elastic launcher, and watch Cat Boy speed along the track while smashing through the Night Ninja Splats, knocking Romeo’s Robot spinning, or launching Luna Girl into the air.

This set includes one 3” die cast PJ Masks CatCar Hero Vehicle.

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Bruder 01491 412 415 | www.bruder.de With 23 new products being released throughout 2018, Bruder continues to provide kids with detailed model vehicles that are tough enough to withstand both indoor and outdoor active play.

Bruder is introducing the Land Rover Station Wagon with trailer, Scrambler Cafe Racer and Driver Set for this year. Combining off-road ability and timeless design, the Land Rover Defender Station Wagon is a powerful vehicle. The rear door and side doors both open, and the bonnet opens to show off the detailed engine block. The rear seat and the drawbar coupling can be removed, whilst suspension on both axles means there are no terrain boundaries during playtime. The front axle can also be steered using the additional steering column, giving kids a more natural playing experience.

The Ducati motorcycle features golden wheels, and the exhaust and handlebar mirrors feature high attention to detail. Kids can use the trailer to transport the motorcycle, which features a fold-down ramp and outriggers at the front as well as rear. The rider features authentic clothing and a matching helmet and gloves, and the motorcycle is kept secure on the loading area thanks to the included transport brackets.

The Ram 2500 Power Wagon with Scrambler Ducati Desert Sled and Driver is a further new addition to the Bruder range. Made for off-road transport, the Ram effortlessly carries the Ducati Desert Sled on its loading platform. This model, at a scale of 1:16, features suspension on both axles, and the front axle can be steered using the included steering wheel extension. The model Ducati features design elements such as wire-spoke wheels and realistic motocross elements. The model also features functions such as a steered fork or spring-loaded rear axle, and is complemented by a matching rider in authentic clothing, helmet and gloves.

The Scrambler Ducati Cafe Racer with Driver and Scambler Ducati Desert Sled with Driver are also available separately.

Embodying one of the most influential movements in motorcycling history, the Ducati Scrambler Cafe Racer integrates contemporary elements into the original design. The Desert Sled is an enduro model featuring studs on its profiled off-road tyres mounted on three-spoke wheels, appealing not only to veteran motorcyclists, but also to a younger generation of riders. Now kids can enjoy both vehicles in 1:16 scale, providing hours of indoor and outdoor play.

All products will be available from summer 2018.

Simba Smoby 01274 765 030 | www.simba-dickie-group.de When it comes to remote control, Simba Smoby is building on the success of 2017 with all new additions to its remote control ranges.

The 1:24 Turbo Racer McQueen from Simba Smoby’s Cars 3 range was the No. 1 best-selling RC item by volume in 2017. This year, Simba Smoby will launch a new 1:24 theme called Crash Racers, featuring Lightning McQueen and Jackson Storm. Already boasting the Turbo speed feature, the Crash Racers have a crash action feature which sees the cars’ bonnets and windows fall apart as they crash into walls or each other. Supported with a TV commercial, Crash Racers will be available in stores from July.

Another new addition to the Cars remote control range will be a 1:32 scale twin pack, which includes Lightning McQueen and Jackson Storm. This product is ideal for kids who want to race the iconic characters against each other and find out who is fastest.

A full range of additional remote control cars will also be available, starting from 1:32 scale up to 1:24 scale, a 1:16 scale packed with features, and finally a jumbo sized 1:12 scale.

Bumblebee, the first stand-alone movie from the Transformers saga, appears in cinemas on 26th December, and Simba Smoby will support the launch with a focused range of 1:24 scale remote control cars. Boys will be able to collect Bumblebee in his original Beetle form, which will be featured in the new movie, as well as his Camaro form, last seen in the original Transformers franchise. Fans of the current Bumblebee Camaro can also choose the 1:24 scale remote control car. A full range of die cast, light and sound action vehicles and additional remote control scale cars will also be available in 2019.

Character Options 01616 339 800 | www.character-online.com RC Pocket Racers from Character Options are portable RC cars that offer kids unrivalled steering control at high speeds.

Available from mid spring, each RC Pocket Racer comes with a four way remote control which doubles as a pocket sized carry case, plus four cones so kids can test their skills by creating their own obstacle course.

The cars come in four colourways and have bright headlights to illuminate their way as they reach speeds up to 3.6km an hour. Plus, up to 10 cars can be raced simultaneously for multi-player challenges.

RC Pocket Racers will be TV advertised from April across leading kids channels.

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Wilton Bradley 01626 835 400 | www.wiltonbradley.com The Wilton Bradley showstopper for 2018 was its remote control range Monster Smash Ups. The existing range of three character remote control trucks is joined by a fourth character - Black Widow. The trucks now offer further play potential, 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. Kids can then rebuild the trucks, customise them with the included stickers, and build their own track with the flags and cones.

Other items available include a Battle Pack which comes with two trucks, a ramp, and four interchangeable characters and chassis. Another ramp can also be purchased separately.

This product has proved popular with parenting bloggers. Testimonials and videos posted online from influential bloggers have boosted the range, as has winning a Made For Mums Award, and being featured in the national media. There will be more activity to support Monster Smash Ups throughout 2018, including a mass media campaign.

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Meccano continues to infuse innovation into its 2018 line by incorporating new materials and advanced technologies into its building sets. New for spring/summer are two new sets featuring motors to inspire and engage kids as they create real working models. Both will be supported by TV advertising this spring.

Meccano has packed even more play potential into its 5 Model Set Pull Back Car. The new Roadster is one kit offering five different builds, allowing kids to make and remake up to five stylish cars. Kids can use the handy tools included, as well as the real metal nuts, bolts, and wheels for an authentic building experience. Once constructed, they can then use the pull-back mechanism and watch the car zoom away. What’s more, kids will learn how principles from science, technology, engineering, and maths are practically applied, thanks to the STEM learning properties of the kit. The Roadster from Meccano is for amateur builders, and has a construction time of 1-3 hours.

For the more ambitious builder, the Meccano 10 Models Set Motorised Car kit comes with everything kids need to build a working Rally Racer.

Meccano’s 10-in-1 Rally Racer is for amateur builders, and also has a construction time of 1-3 hours.

Hasbro 0208 569 1234 | www.hasbro.co.uk This year sees Hasbro introduce Nerf Nitro AeroFury Ramp Rage and Nerf Nitro MotoFury Rapid Rally, both of which will appeal to Nerf fans looking to create stunts while unleashing car-blasting action.

The AeroFury Ramp Rage set includes a motorised blaster for rapidfire blasting. Kids can send the two foam cars into stunt challenges that they can set up with the included long-jump ramp. The ramp can be used to create challenging distance stunts, enabling kids to show off their blasting skills as they compete to prove how far they can blast the cars. The AeroFury Ramp Rage set comes in bright and bold colours, while the foam cars are designed for speed and distance.

Also available is the Nerf Nitro MotoFury Rapid Rally. The blaster has a clip that holds up to nine cars so kids can blast them into speeddriven stunts. The set comes with two ramps; the long-jump ramp allows kids to set up distance jumping stunts, while the high-jump ramp is ideal for sky-scraping stunts. The nine included obstacles can be set up in different ways too, allowing for aerial leaps and collisions.

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Action Vehicles

Bladez Toyz 02392 658259 | www.bladeztoyz.com Bladez aims to fly high this year with a growing range of Hot Wheels RC toys as it establishes itself as the toy drone specialist for children aged 8-12. With a good variety of price-points, there is something for all skills levels in the new collection as fans are invited to test different driving and flying experiences.

For beginners, the new Hot Wheels RC Tiger Shark two channel gyro helicopter is easy to fly both indoors and out, and comes in at an entry level price point. Also at an affordable price point are the compact sized 2.4 GHz Hawk Racing Drone, featuring crash resistant guards, and the versatile Cage Fighter Drone, which can fly and drive on the ground, up walls, and even on the ceiling.

Both these products make ideal starter drones for children.

Stepping up a level, the Hot Wheels DRX Monster X-Terrain Drone is a 3-in-1 air, land and sea RC drone, and the big brother to the Drone Racerz Drone & Vehicle Set. Winner of a BTHA 2018 Hero Toy accolade at London Toy Fair, children will be able to drive the Monster on the toughest terrain, and even on water.

As they get more experienced, children can then upgrade to the Stingray Racing Drone, featuring top grade technology, altitude control, and auto hover, take off and land.

Coming later this year is the Hot Wheels Skytrackz First Person View Drone Set, which offers three ways to fly and features a HD Wi-Fi camera. With the addition of the Hot Wheels app controlled game play, users will be able to draw a track circuit on their mobile phone and watch the drone fly on autopilot on the sky track they have created.

Elsewhere in the world of radio control, Bladez is also introducing two sizes of radio control car under the brand RPM – Real Performance Machines. Kids can choose from the 1:28 scale Rally Cross cars or the 1:24 scale Monster Truck assortment for easy to use, hand held remote control driving experiences at impressive speeds.

Siku 00353 673 3800 | www.siku.de 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. 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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Allegedly

Over in the USA, Toys R Us has declined to release its festive sales numbers for the first time in over a decade.

However, the local New Jersey paper was quickly on the case, reporting on a meeting held at the retailer’s HQ at which employees were allegedly told that US holiday sales were down by 9%, with online sales declining by 20%, missing analysts estimates by a considerable margin.

The retailer also failed to meet the minimum earnings threshold required for executives to collect the $14 million in bonuses authorized by the bankruptcy judge. I have yet to meet a single person who feels that the bonus request was anything other than an error of judgement, both from a PR and partnership perspective, so maybe justice was served in the end….

It was also interesting that TRU’s American operation has hired not one but two bankruptcy consultants – essentially, so that they would compete against each other.

The task of clearing out store merchandise, overseeing store-level employees and managers and coming up with ways to transition customers to remaining stores and online shopping is being split between Hilco and Tiger Capital Group, with the aim of “fostering competition” in the liquidation process. Remuneration due to both companies includes both “base and incentive fees, based on overall performance.” In fairness, this may turn out to be a smart move – I know plenty of suppliers who have suggested that some previous retail bankruptcy arrangements have been a little too ‘cosy’ for their liking….

Back in the UK, the Toys R Us closing down sale in 26 UK stores is in full swing, and apparently going so well that- irony alert – the retailer has had to buy new clearance merchandise in to keep the stores stocked until their closing dates….

There were some great travel tales from Nuremberg, ranging from the person who paid for a month’s parking rather than a few days, to the person who booked his flight home for 2nd of March rather than February- as someone remarked, “Not such a BrainBox, eh?” ….

Now that the sterling exchange rate has reached the dizzy heights of $1.42, it’s been refreshing to hear that buyers have been calling suppliers to say that they are happy to pay a little bit more for product due to the improvement in the exchange rate. Wait, no, I’m sorry, I was mistaken – apparently this hasn’t been happening at all. As you were. Maybe it’s on their ‘to do’ list for this week….

The start of the year traditionally sees numerous ‘comings and goings’ within the toy market, and this year has been no exception. Andrew Hardwidge has parted company amicably with Zappies - his garden leave expires at the end of March. Richard Venner has left Hornby, and with previous stints at Vivid, HTi and Corinthian, he is hoping to stay within the toy market. Chris Rodman has left Topps, while Thomas Randrup will shortly be parting company with The Hobby Company, having only joined last year….

On the retail front, John Bentley has left Beale’s after spending 11 years with the department store, while Fiona Murray-Young has joined Dutch retailer Intertoy as head of buying….

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I gather that the Hamleys Toy Parade will be rested this year, after last year’s over-crowding shenanigans. I think it’s a smart idea to leave it fallow and return to it once last years’ experience (and the ensuing media coverage) have faded from memory…

Within a matter of days of the London Toy Fair finishing, the media was trotting out a series of ‘scare’ stories focused on the toy trade, which as usual only told half the story. First was a BBC story about Amazon being forced to remove tubs of magnetic putty from sale after Northamptonshire Trading Standards barred the offending item, having discovered it on a market stall. Note the three main offenders here were a) one un-branded supplier, b) a market stall and c) Amazon Marketplace.

Let’s hope that the story hasn’t confused customers into thinking there is a problem with magnetic putty in general. Hundreds of thousands of pots were sold last year with no issues; it is very important not to confuse legitimate suppliers and retailers with these dodgy thirdpart Amazon sellers – indeed, this may provide the trade with a great opportunity to explain why it is important to buy from reputable suppliers and retailers rather than at market stalls or via Amazon marketplace. I am led to believe that Amazon is trying to clean up its act, but this latest incident shows how deeply entrenched the problem is….

The ongoing tribulations at Toys R Us have been widely reported, but Toys R Us is far from the only retailer going through a challenging period; in one week in February, the top five stories on Retail Gazette all covered job losses in the retail sector (around 3,000 in total), while Debenhams subsequently announced that it will be axing 320 store manager roles. Elsewhere, Homebase’s owners are said to be considering closing up to 40 stores, while credit insurers continue to remove cover from certain retail accounts (it was House of Fraser’s turn to suffer last month). This is one of the main reasons why major toy retailers are not as thrilled about the Toys R Us situation as you might think they would be. It certainly won’t make credit insurers feel positive about toy retailers in general; one major toy specialist admitted to me that he has had more contact with credit insurers since Christmas than in the past two years. In addition, if Toys R Us was to fold, it could potentially result in a wave of cheap stock hitting the market, much of which would end up in parents’ cupboards for future gift-giving opportunities….

I gather one major nursery / toy retailer invited a group of its largest suppliers to a meeting recently, where the CEO made a passionate plea for support to help it in its ongoing fight with Amazon and the online channel. The ‘support’ in question, rather unsurprisingly, involved additional discount – with the sting in the tail being that the levy would be backdated. Pitched not so much a request as a fait accompli, I have no idea how the individual companies reacted; but I do wonder whether this is really the best way to elicit support. It’s certainly a bold move, and maybe even one born from necessity, but in my experience, these ‘gun to the head’ retrospectives rarely engender feelings of goodwill and foster the spirit of partnership. Which, in the end, is surely what is truly important in a modern business relationship?

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