Toy World November 2018

November 2018 Volume 8 Issue 3

The Team...

CONTENTS November 2018 Volume 8 Issue 3

John Baulch

30 Retail Profile: Shop Direct

32 Feature: Q1 Ranges

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

Mark Austin

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

Anita Baulch

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

News

Opinion

Features

05 From the Publisher 06 News 14 Industry Moves 16 Marketing World 20 Licensing World 64 Fresh 86 Allegedly

24 NPD column 27 Talking Shop 58 Viewpoint

30 Retail Profile: Shop Direct 32 Feature: Q1 Ranges 50 Company Profile: Jakks 56 Q&A: Schleich 66 Feature: Outdoor Toys 82 Feature: World Book Day

Contributors David Ripley | The NPD Group | Mark Buschhaus | Stephen Barnes | Jonathan Chambers | Nat Southworth | Vance Withers | Paul Reader

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

66 Feature: Outdoor Toys

82 Feature: World Book Day

Casey Goodman

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

toyworld The business magazine with a passion for toys

Mark Crowford

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

Alakat Published by

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

www.toyworldmag.co.uk @toyworldmag @baulchtweet

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Toy World 3

Toy World Magazine

J

ust when you thought the whole sorry Toys R Us saga was drawing to its natural conclusion, recent developments have thrown a massive curveball to the global toy community. If you have somehow missed the latest twists, you can read how events unfolded in the news section.

It now appears that there was a plan all along to resurrect Toys R Us as a retail operation once the dust had settled (and the anger had subsided). It would certainly explain the delaying tactics over the sale of the IP, and the constant stalling over the sale of the Asian operation.

from the publisher

John Baulch - @Baulchtweet

So, what will become of Geoffrey’s Toy Box – will it rise like the proverbial phoenix from the ashes?

Comments so far reveal opinion is polarised: some suppliers seem keen to support the new operation, while others appear conflicted. Can you blame them? Basically, the financial partners responsible for the collapse of Toys R Us – the same people who destroyed the jobs of 33,000 people and pressured suppliers to continue to send in stock knowing they would never get paid for it, a practice described by one supplier as “ethical fraud” – are now asking toy companies to forgive and forget. One person used the word “distasteful” on my social media feed, and I don’t think he will be the last.

I have no doubt that many in the toy community will welcome Geoffrey’s return with open arms, especially those companies which have struggled to replace TRU’s business. But to say there are trust and integrity issues would be an understatement: put simply, if they were willing to screw so many companies over once, who’s to say they wouldn’t do it again?

MGA’s Isaac Larian has been typically forthright, stating bluntly that TRU is “dead to me.” He summed up what many will be feeling right now: “MGA for one will never give them credit or do business, because they're not reliable people. I won't sell toys to them even if they pay cash in advance. For me it's a matter of principle.” Of course, MGA’s current runaway success allows Isaac that luxury, but I admire anyone who is willing to put their principles ahead of other financial considerations.

As it happens, I don’t think the UK will be one of the initial territories earmarked to be revived - there are plenty of established retailers who have moved swiftly to fill the gap here. So, I guess we can sit back,

see how things develop in the US/international market and take it from there.

The Entertainer’s latest set of results certainly illustrates that UK retailers have been quick to take advantage of TRU’s demise: a 38% jump in profits, allied to a total sales increase across all channels of 7.4% (driven by 28% growth online sales) represents an impressive performance in any climate, yet alone the current one. Well done to The Entertainer – another example of a company that puts principles at the heart of everything it does.

Smyths is another retailer to unveil incredibly strong results recently; the retailer posted sales of half a billion Euros in the UK for the first time, an increase of 11%, while pre-tax profits surged by 18%.

Based on what I am hearing from suppliers, the 2018 results are likely to comfortably surpass these stellar figures – Smyths is being cited by many as the primary beneficiary of Toys R Us’ demise.

However, while some retailers are flying, others have some ground to make up. WH Smith has announced a restructure of its High Street operation and the closure of some stores, despite posting a pretty healthy £134m profit; meanwhile Wilko has plunged into the red to the tune of £65m, while Hamleys also dropped into the red last year, with an £11.7m loss, representing a hefty swing from the previous year.

So, while the toy retail channel remains turbulent and unpredictable - a seam of rich opportunity for some and a veritable minefield for others – the two most crucial months of trading are upon us, and fortunes can turn on what happens in these next eight weeks.

Simultaneously, the toy community is already immersed in planning for 2019 – the past few weeks have seen retailers and suppliers converging in Los Angeles, Dallas and Hong Kong, while UK preview season will have started by the time you are reading this column. It’s no surprise, then, that the main focus of this issue is on what lies ahead in Q1: our product category features highlight Q1 ranges and outdoor toys, while this month’s big retail interview highlights online giant Shop Direct.

There are certainly plenty of exciting developments in the pipeline for the early part of the year – let us hope that the next two months see the industry finish 2018 on a high.

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

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16/03/2018 10:13

News Toys R Us lenders plot revival as Geoffrey’s Toy Box The lenders that now control Toys R Us – including Solus Alternative Asset Management and Angelo Gordon – have U-turned on their decision to auction off the company’s intellectual property.

A revival of the Toys R Us and Babies R Us brands now appears to be on the cards, as the lenders seek to reorganise the assets into a new company that will maintain the current licence agreements and invest in new retail operating businesses.

According to a bankruptcy court filing, maintaining the brands under a new, independent US business – since revealed to be operating under the name Geoffrey, LLC – offers the best hope of recovery for the Toys R Us estate, and presents the best option for indirect and direct stakeholders.

“The qualified bids were not reasonably likely to yield a superior alternative,” the filing stated.

The companies control the Toys R Us brand name because it served as collateral on loans they issued to the retailer.

However, American hedge funds including SilverPoint Capital and BlueMountain Capital Management claim to be owed £35m by the administrators, which could complicate the attempted revival.

In addition, there are growing calls to create a hardship fund for those Toys R Us employees left out of work when the retailer went under. Some 33,000 US employees found themselves without jobs when 182 locations were closed as part of the bankruptcy proceedings.

Geoffrey – Toys R Us’ recognisable mascot – was reported to be walking the floor at the Dallas Fall Preview, replete with a cape saying, ‘Back from Vacation’. Toy industry expert James Zahn (AKA The Rockfather) has been following the developments closely, revealing that on 20th June – just nine days before the final American Toys R Us stores were shuttered – Geoffrey, LLC filed for a trademark on a new name: Geoffrey’s Toy Box. Geoffrey’s Toy Box exhibited at the Fall Toy Preview in Dallas. The company’s pitch sheet reads: “Wholesale toy distributor and intellectual property company whose focus is on popular play patterns across trusted brands that kids and parents love. Geoffrey’s Toy Box is a fully outfitted organization with design, development and global sourcing expertise. Portfolio includes popular brands like Journey Girls, Fastlane, True Heroes, You & Me, Imaginarium, Just like Home and more!”

As James notes: “On the surface, that sounds like a way to bring together all the Toys R Us private-label brands (that would’ve been auctioned) under one roof, with the opportunity to start selling those products to other retailers. But the trademark filing wasn’t just for a host of potential products, but also for retail locations both online and off.”

The question: Will the #ToyIndustry support this, knowing who’s lurking behind the curtains? And will customers support it after so many other retailers have fought to capture a piece of the pie?”

The Entertainer reports +38% YOY profit The Entertainer posted a 38% YOY profit increase for the 12-month period ending January 2018. The retailer, which now has 148 stores across the UK, delivered a total sales increase across all channels of 7.4% with LFL store sales being broadly flat. TheToyShop.com, The Entertainer’s online platform, reported a 28% sales increase.

In the same period, The Entertainer paid out profit-related bonuses of £1.9m to its employees. The company’s policy of tithing profits resulted in donations of £1.3m and along with other schemes such as Payroll Giving, ‘Pennies’ and carrier bag donations, total charitable donations exceeded £2m for the first time.

Gary Grant, founder and chairman, commented: “I’m delighted with these results and credit our continued success to a combination of tight cost control, the strength of our own label offering, our skill at capitalising on trends such as L.O.L. Dolls and our enthusiastic, loyal staff.”

“Looking at current trading, I’m encouraged that at our half year 2018/19 total sales increased by 25% with LFL store sales growth of 12% and, following the successful re-platform of our website, online sales are trading 21% up on last year. Our growth agenda will continue, and we will be looking at every opportunity to expand both nationally and internationally”.

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

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

Tel: 023 9387 6600

News HTI invests in new website The website will showcase the extensive range of products that HTI has to offer, operating as a valuable asset for buyers, trade and consumers and creating an easier customer journey. The new-look, accessible site allows visitors to get product information from a range of brands including HTI’s own; Evo and Teamsterz, plus the extensive licensing portfolio of some of the biggest children’s brands.

Alison Downie, global licensing and brand director, commented: “HTI has a determined focus on developing and driving the business forward; over the last six months we’ve been working on a number of key projects to safeguard and grow HTI in 2018 and beyond. This includes a completely new website, which brings the business bang up to date as well as allowing future growth.

“Now more than ever, businesses are landing on our website first, and it’s crucial that our shop window reflects the strategic, forward thinking business we are and helps to open those all-important doors by providing visitors with the information they’re looking for quickly and effectively and championing our products.

“The site also reflects some subtle new brand creative changes which connect the business with its customers further through softer fonts and lifestyle imagery.

The new look and feel is also being rolled out across other consumer and customer touch points such as our social media channels.”

HTI’s brands include Evo and Teamsterz as well as an extensive licensing portfolio of some of the biggest children’s brands, including Peppa Pig, My Little Pony and PJ Masks.

C.banner considers Hamleys sale after substantial loss for 2017 In its annual report filed at Companies House, Hamleys detailed results for year ending 31st December 2017. The company reported a revenue reduction of 2.5% to 66.3m, which it said was due to market pressures and store closures. An adjusted EBITDA of £3m was reported, resulting in an EBITDA loss of £4.7m.

Overall, turnover was down £1.7m YOY, while profit/loss was down £13.8m YOY – making a loss for the year of 11.7m. Net assets were down £11.7m.

The company stated that trading continues to improve, with positive UK like for like sales growth of 2.7% in the eight months since year end, and that it expects to return to net profitability in the next 12 months.

Investment includes three UK travel store openings during 2018 and the opening of two Hamleys World format stores in new franchise market Japan in December 2018.

The group’s transformation plan includes realigning the cost base of the business, especially in head office, and introducing supply chain efficiencies. The company also replaced its head of finance after the announcement of the poor 2017 results.

Chinese owner C.banner, which acquired Hamleys for around £100m in 2015, is now considering a sale of the retailer, and has started a strategic review after being approached by potential buyers, with Vermillion Partners hired to advise on the sale and hold discussions with potential buyers.

A potential sale would be the fourth time Hamleys has changed hands since the company was taken private by an Icelandic investor in 2003. Mike Ashley, Sports Direct’s chief executive, and private equity firms are expected to be among those who examine bids for Hamleys.

Hamleys currently operates 129 stores globally, of which one hundred are operated under franchise.

newsanalysis Flipping fantastic Toy World spoke to Mark Swallow, chairman at Ty, about the company’s new gifting range Flippables, and what it brings to a competitive collectibles and fashion marketplace.

Can you tell us about the new Flippables range?

Flippables is the exciting new collectible gift range from Ty, which appeals to both boys and girls as well as a wide range of ages. Each item has reversible sequins that change colour by gently stroking them back and forth. The range comprises multiple different animals, from unicorns to colourful dinosaurs, and each one can be uniquely ‘flipped’ to give it its own distinctive look.

How important is the fashion angle to the success of the range?

It’s very important. The Flippables range doesn’t just include the collectible animals; we have purses, handbags, rucksacks, slippers and sliders too. While these products may cost a great deal of money from fashion houses, our product is both great quality and available at an affordable price point.

What has been the reaction from retailers and consumers so far?

The reaction has been extremely positive, right from the early product tests to the recent deliveries to stores. We have had stores selling out within 24 hour periods, which is a testament to the early success of the range.

I understand that the Hamleys window promotion was particularly successful…

Hamleys was part of a four week exclusive programme showcasing our Flippables, range and we have had to support this with additional stock to keep up with the very high demand.

What are your plans for the range going into 2019?

While I can’t reveal too much, I can confirm that we will continue to grow and diversify the range – watch this space!

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New Roblox Toys Out Now For Sales contact: Adrian Carney ACarney@jazwares.com

Roblox.com/toys ™ & © ROBLOX. © 2018 Jazwares. All rights reserved.

News newsanalysis Pick of the pops Following the success of Super Zings, which welcomes Series 3 in spring, Magic Boys Toys has unveiled a new collectible range – Moji Pops – which combines collectability, surprise reveals, emoticon expressions and interchangeable elements, Toy World spoke to Julia Cake, UK and Ireland commercial director at Magic Box, to find out more.

What is the target market for Moji Pops?

Moji Pops is inclusive, focusing on emotion and facial expression which both boys and girls will get, and with the added selfie play aspect of the brand we know children will have a lot of fun.

Our marketing will be similar to recent launch campaigns which have worked well for us – the key objective is to get product into the hands of children by reaching and gaining trust from parents, whilst also employing tactics in the children’s space. With every Magic Box product, we always try and find a beneficial link to parent, child or teacher, and Moji Pops will be no different.

Collectibles is a hugely successful, but extremely crowded segment – what will help the new range to stand out?

We were very careful to ensure that a new collectible range would have interesting and innovative USPs to ensure we offered something different to retailers and children alike. The key appeal of Moji Pops is that children can switch their character’s face to dictate the mood they want to express in any given moment, whilst also being able to swap faces between characters too.

Moji Pops characters can change moods in an instant with a simple flick, and with six different-coloured face pieces - each with two distinct emotions to alternate between - there is plenty of opportunity for collectability and fun with friends.

We also add play value to our collectible ranges so that children are able to bring their whole collection to life and create worlds with their characters.

Therefore, Moji Pops launches with a range of four play sets: I Like Ice Cream, I Like Pets, I Like Party and I Like Movies. Each contains two themed Moji Pops and various pieces of scenery and accessories.

Keen price points have always been a key element of your strategy – does the new launch continue with this approach?

Our aim is very much to keep our ranges affordable, yet packed with features and appeal. All the Magic Box lines have been created to straddle both news/ grocery and toy and to offer relevant product and price points for each sector. The Moji Pops range story begins with 90p blind bags allowing kids to collect 90 characters and six ultra-rare Glitter Moji Pops and then continues through to Story sets at £2.50, Photo Pop Blister packs for £7, Blister Glitter Surprise at £10 and then four diferent I Like play sets at £12 each.

Brainstorm launches new website Featuring all Brainstorm’s existing products, the accessible site allows trade visitors to get product information and access their own trade account so that they can order easily and keep track of products, as well as getting news of forthcoming launches.

The new look website features a videos page, news and a brand new area showcasing unboxing videos and blogs. Key products within the Brainstorm Toys range include secret codes so that children can unlock fascinating facts online and these are featured in a Fun and Games tab to drive traffic to the site.

Debra Tiffany, marketing manager at Brainstorm, commented: “We have been working on the new-look website for a while now and wanted to create a user-friendly site for both the trade and end consumer. It’s really easy to navigate and will feature regular blog posts and unboxing videos to drive traffic and brand awareness, and we look forward to our customers being able to order efficiently and easily going forward.”

Hatchibabies arrival marks third annual Hatchimals Day 5th October saw the worldwide reveal of the latest members of the Hatchimals family: HatchiBabies.

Spin Master kicked off celebrations for the third annual Hatchimals Day by revealing the HatchiBabies on The Ellen DeGeneres Show.

Events to celebrate this year’s Hatchimals Day included meeting the new arrivals at the KidZania London Hatchy Nursery – a takeover for the weekend of 5-7th October of the Luvabella Nursery at Westfield, White City, London.

“HatchiBabies are filled with new surprises and play elements that we are excited to share with fans across the world this Hatchimals Day and holiday season,” said James Martin, Spin Master’s senior vice president, Robotics Global Business Unit. “We are proud of the continued enthusiasm from our HatchiFans and look forward to seeing them welcome the latest addition to the Hatchimals family.”

Each Hatchibaby may hatch a boy or a girl with big colour-changing eyes and beaks that move, which responds to being fed, burped, tickled and snuggled. HatchiBabies can learn to talk and play games. Hidden accessories are revealed inside the egg, and each HatchiBaby also comes with a high chair and birth certificate.

HatchiBabies are now available online and in-store at retailers across the UK.

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The Noble Collection announces Fantastic Beasts range with mass market appeal

O

ver the past 15 years, The Noble Collection, under licence from Warner Brothers, has become established as the premiere brand for quality licensed merchandise. Its flagship range of Harry Potter and Fantastic Beasts collectibles has gone from strength to strength alongside perennial licences for Lord of the Rings, The Hobbit, DC and others. The company also produces a range of highly sought-after Game of Thrones merchandise, under licence from HBO. The dedicated UK team, based in London’s Covent Garden, can offer bespoke supply chain solutions for all sizes of retail operation and prides itself on its first class customer service. Working with retailers ranging in size from corporations with an international presence and multiple UK retail outlets, to local High St stores, the team makes sure each order is filled and dispatched according to the needs of the customer.

With a continual stream of new lines supporting the existing range across the spectrum of price points, The Noble Collection is enjoying continued success within the collectibles and replicas marketplace. With Fantastic Beasts: The Crimes of Grindelwald opening across the UK on November 16th, the company is introducing a range of new characters into the mix while continuing to support evergreen fan favourites such as Harry, Hermione and Dumbledore.

A new set of the ever-popular wands for characters including Grindelwald, Nicolas Flamel and Theseus Scamander is available from The Noble Collection, alongside Dumbledore’s original wand.

These authentic recreations feature handpainted detailing true to the style of the wands used by the characters in the films and measure approximately 14” in length. Each wand comes in a coloured collectors’ box. For the most ardent of wand collectors, The Noble Collection also offers a range of display cases and holders capable of holding various numbers of wands, plus readymade and pick-your-own wand collections. The Fantastic Beasts collection includes the wands of Newt Scamander, Seraphina Picquery, Percival Graves, Porpetina ‘Tina’ Goldstein and Queenie Goldstein, while the accompanying hand-painted 16.5” wall display features a die cast metal MACUSA emblem.

The company is expanding the Fantastic Beasts licence into other areas. Products such as keychains and bookmarks featuring character artwork and emblems from the movies offer something for all fans of J.K. Rowling’s Wizarding World – as well as all pockets – while stylised bookends offer lovers of Rowling’s books the perfect on-shelf display option.

In addition, a whole new plush line based upon Niffler, the breakout beast star of the first Fantastic Beasts film who also features in the

new release, has joined the standout Magical Creatures range alongside the Demiguise collectors’ plush. Made of premium soft black faux fur, two sizes of Niffler plush are available - 9” and 13” – both depicting the creature, which loves shiny objects, clutching a gold coin.

With price points that will appeal to the mass market - starting at just £9.00 for keychains and £25.00 for the wand range - the Noble Collection is also capitalising on its knowledge of the retail market with of a plethora of retail CDUs designed to capture the interest of the everyday shopper. The first retail CDU for the innovative Mystery Wand Collection will coincide with the worldwide release of Fantastic Beasts: The Crimes of Grindelwald. Each CDU contains nine different Mystery Wands.

Mass market director of sales, Mark Chisholm, commented: “This is an exciting time for The Noble Collection to develop its established longterm relationship with some of the top brands in the licensed merchandise arena. The future is very bright indeed; The Noble Collection not only has powerful brands, but new packaging and retail solutions for the mass market which will help retailers to realise new sales opportunities throughout the UK.”

News Basic Fun! acquires Playhut Basic Fun!, the Florida-based toy and novelties company, has announced the purchase of all assets of Playhut, the California toy company that produces the award-winning EZ Twist line of indoor and outdoor play structures. Founded in 1982, Playhut has introduced many innovative products that aim to enhance imaginative and educational play. The company’s renowned EZ Twist design system revolutionized indoor and outdoor play by allowing for instant setup and convenient foldaway storage of lightweight popup environments including playhouses, tents, tunnels and games.

Jay Foreman, CEO of Basic Fun!, commented: “Playhut is well known for innovation and quality by consumers, retailers and licensors. It ran into serious trouble navigating the challenging retail environment between the bankruptcy of Toys R Us and the fight at retail between brand and price. It’s our mission to reinvigorate Playhut and return the brand to its position as the leader in this very important micro category within the kids’ products space.”

Generation Media announces alliance with Nimbus Nine From its inception, Nimbus Nine’s founder Tina-Louise Foster had a clear strategy on how the company would expand and create a bespoke collective.

Big Potato brings its games portfolio to Fenwick Big Potato has set up shop in Fenwick Brent Cross department store with its pop-up magical games menagerie. The menagerie will be on display until just after Christmas.

Shoppers can browse through a selection of the company’s party games.

The 3 x 3.8m stand is designed to be as eccentric as the games on display – with quiz games in bird cages and word games floating in fish tanks.

All the big hits from this year will be on offer, from the rhyming charades game Obama Llama 2, to the internet search guessing game Weird Things Human’s Search For. A games guru will also be on duty to help explain the games to customers, and to provide Christmas gift inspiration.

Big Potato’s Alex Lolies commented: “Previously the menagerie had mainly been used for trade shows, so I’m excited to see what consumers think of it now that it’s public-facing. It’s the perfect time of year, and Fenwick Brent Cross is an ideal location for attracting customers in for some Christmas shopping.”

Worlds Apart on track for record year 2018 is set to be a stellar year for Worlds Apart after the company showed a +25% trading result in the first half of the year.

The growth, which can be attributed to strong UK performance in Worlds Apart’s outdoor category, along with a marked increase in its international exports business, has put Worlds Apart in good stead for what is set to be an equally successful second half.

Worlds Apart’s autumn/winter season trading is already looking strong, with its new Scruff-a-Luvs brand seeing worldwide sell-out success in just a few months. The ‘rescue to reveal’ plush range rooted in nurture has received high praise around the globe, receiving top toy awards, extensive press coverage and boasting millions of views on YouTube.

The unprecedented demand for Scruff-a-Luvs means that deliveries are likely to be on allocation for November and December.

Neil Shinner, Worlds Apart CEO, commented: “We are thrilled with our first half trading result and the success we are having across our ranges – particularly Scruff-a-Luvs. We’re excited for what we expect to be a strong Q4, and looking forward to what will be an even more exciting year in 2019.”

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“It was important to me to work with likeminded experts in complementary fields, offering a solution to our clients’ needs,” Tina said. “This alliance with the most respected of media agencies Generation Media reflects our mutual wish to offer clients a bespoke service of expansion to their existing business”.

Lisa Morgan, managing director Generation Media, commented: “We recognised the importance and value of having licensing expertise as part of our growing offer and are very proud to announce our new affiliation with Nimbus Nine”.

The newly formed service offerings will appeal to new and existing clients.

Lisa added: “We can now successfully progress a more joined up licensing offer and together we’re exploring opportunities for partnerships on a number of new prospects. We look forward to maturing our relationship with Nimbus Nine and benefiting from the breadth of knowledge and expertise we can now offer together to the market”.

News Basic Fun! acquires Playhut Basic Fun!, the Florida-based toy and novelties company, has announced the purchase of all assets of Playhut, the California toy company that produces the award-winning EZ Twist line of indoor and outdoor play structures. Founded in 1982, Playhut has introduced many innovative products that aim to enhance imaginative and educational play. The company’s renowned EZ Twist design system revolutionized indoor and outdoor play by allowing for instant setup and convenient foldaway storage of lightweight popup environments including playhouses, tents, tunnels and games.

Jay Foreman, CEO of Basic Fun!, commented: “Playhut is well known for innovation and quality by consumers, retailers and licensors. It ran into serious trouble navigating the challenging retail environment between the bankruptcy of Toys R Us and the fight at retail between brand and price. It’s our mission to reinvigorate Playhut and return the brand to its position as the leader in this very important micro category within the kids’ products space.”

Industry Moves Rainbow strengthens sales team Rainbow has welcomed Mark Standen on board in the new role of sales manager and Mandy McGough as Northern territory manager.

Mark joins Rainbow as the sales manager with responsibility for the independent sales team, key accounts, as well as B2B online sales. With 14 years in the industry, Mark has experience with Yankee Candle, Carte Blanche and Posh Paws and brings with him a wealth of knowledge plus experience with brands such as Disney.

Mandy’s position at Rainbow will draw upon her four years’ experience as a territory manager for DMC. Her role with the arts and crafts company saw Mandy working with toy stockists, similar to those she’ll now be liaising with at Rainbow.

Zara Grindrod, sales director at Rainbow Designs, commented: “We’re delighted to welcome Mark and Mandy to Rainbow. Their appointments represent an important investment in this area and they join us at an exciting time as we celebrate a record year for the business.”

Orange Tree Toys appointments Orange Tree Toys has hired Lisa McGowan and Beverly Cochran as area sales managers.

Lisa will cover the south of England, supporting the company’s work in growing and enhancing its relationships with retailers. She brings to the role extensive toy industry experience, gained as both an established and experienced territory manager with Mulberry Studios and as an independent retailer. Lisa previously ran her own Baby & Nursery store for nearly 10 years, where she stocked and sold Orange Tree Toys.

Beverley will be responsible for managing the company’s central region, as well as taking on responsibility for a number of key and national accounts. She took up her new role in October following over six years in a similar position with Lisa McGowan Beverly Cochran Rainbow.

Julia Cake joins Magic Box Toys

Ben Smith joins Kids@Play as GM UK & Eire Ben returns to the toy industry following a four-year period working in the sports nutrition sector, having previously held national account positions with Vivid Imaginations, Re:Creation and Rainbow Designs.

Nathaniel Southworth, Kids@Play managing director, commented: “Kids@Play is developing its ranges and broadening its account base.

As we grow, we are mindful to support this growth with improvements to our levels of customer service. Ben will take on a broader role than account management and we are excited to harness his experiences from both inside and outside the toy industry.”

Ben added: “What the team has achieved in the last six months is staggering, and the plans for 2019 will come as no surprise to people who know Nat. I am really looking forward to helping Nat and the rest of the team achieve the potential of Kids@Play. I look forward to meeting everyone at the forthcoming trade events – it’s great to be back.”

let us find the highfliers that fit your crew market leading recruiters for sales, marketing and product development professionals in toy and nursery

Magic Box UK has appointed Julia Cake to the role of commercial director.

Julia will head up the UK operation, whilst further developing the sales and distribution of the collectible pocket money and play set ranges into the toy channel.

Julia brings with her experience and expertise spanning 17 years, with a background of roles in leading toy businesses including Mattel, Schleich, and Smart Toys & Games.

Toy World 14

@tinderboxjobs /tinderboxconsultants in/rowenashorey www.tinderboxconsultants.co.uk

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Marketing World Zuru launches Bunch O Balloons Splash to Win promotion Bunch O Balloons is a highly successful global brand that has seen over five billion water balloons popped worldwide since launching in 2016. In 2019, Zuru will take the summer season to the next level with a special global Splash to Win on-pack promotion.

Launching in the UK in March 2019, the Splash to Win promotion will give consumers the chance to win thousands of summer prizes such as scooters, drones and games consoles, plus the Grand Prize - a brand new car, and the runner up prize of a family holiday for four.

Specially marked Bunch O Balloons packs will contain game tokens which can be soaked in water to reveal a special code. Consumers enter the code at the designated promotional website to check if they are an instant winner, or eligible for the grand prize draw to win the car or family holiday.

Supported by television commercials, social media, influencer engagement, in-store branding and POS, retailer support and a dedicated website, Zuru will run the engaging campaign throughout spring/summer 2019 in the UK. The promotion is already making waves in Australasia with partners reporting strong sales and high levels of engagement with the promotion’s website traffic.

For UK sales enquiries, please contact Geemac: +44(0)1604 401 719 / sales@ geemac.biz

IMC launches Great Little Mummy campaign IMC Toys has announced the launch of Great Little Mummy, the new brand campaign from Cry Babies. Great Little Mummy focuses on traditional play values and inspires little ones to love, nurture and care for their dolls, just like a real parent cares for their baby.

The Great Little Mummy campaign launched on 27th September and is supported with a dedicated TV spot, digital pre-roll campaign, along with broad influencer activity and PR programme.

The campaign is based on traditional role-play, where little ones are encouraged to show how they love and care for their Cry Baby dolls.

The activity is supported with a competition to win one of 50 exclusive Cry Babies Unicorn dolls, which are not yet available in the UK. The consumer promotion is hosted on Cry Babies’ new dedicated website www.crybabies. toys and is designed for little ones to explore with parental guidance.

Baby Annabell partners with Barnardo’s Baby Annabell has partnered with leading children’s charity Barnardo’s to celebrate its 20th anniversary.

To celebrate the partnership, Baby Annabell has created a limited-edition doll. Baby Annabell My Special Day comes complete with a celebratory birthday outfit, party accessories including cupcakes and party plates, and eight lifelike functions. £2.50 from the sale of every Baby Annabell My Special Day purchased in Smyths Toys Superstores across the UK will go towards a donation to the charity, which supports more than 300,000 vulnerable children, young people, parents and carers, across the UK. Kasia Leskow, marketing manager for Zapf Creation’s Baby Annabell, commented: “Reaching 20 years is an exciting milestone for Baby Annabell and we’re really looking forward to celebrating this momentous occasion in partnership with Barnardo’s.

Barnardo’s chief executive Javed Khan added: “Every pound raised is important as it enables us to continue supporting the 300,000 vulnerable children, young people, parents and carers across the UK. We are delighted that this partnership will help to raise money and awareness for our vital services, which include those for young carers, care leavers, foster carers and adoptive parents, training and skills or parenting classes.”

Barbie’s Dreamhouse arrives at Smyths To celebrate the arrival of Mattel’s latest Barbie offering, the Staples Corner storefront was transformed during October.

Sinead Byrne, joint head of marketing at Smyths Toys Superstores, commented: “We are excited to be working with Mattel to bring the Barbie’s Dreamhouse alive at our Staples Corner store.

Julie Jackson, senior brand manager Barbie UK Mattel, commented: “We are thrilled to work with Smyths to show the supersized Barbies Dreamhouse in such an impactful way. The Staples Corner store front is the perfect canvas to show the ground floor of the Barbie Dreamhouse, and as the toy is standing over 4ft tall there are limitless ways to bring imaginative play to life this Christmas.”

The campaign also includes Barbie’s Dreamhouse featured as one of Smyths Top Toys for Christmas, a revamp of the landing page on the Smyths Toys website, Facebook and YouTube campaign and week-long sponsorship of Barbie’s Dreamhouse on Pop.

Toy World 16

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Opinion

Placement priorities With licensed product accounting for a high percentage of all toy sales, Jonathan looks at the challenges surrounding the placement of licensed product ads in the TV and Digital Online media space.

B

LE 2018 once again bestowed London with the great and the good of Europe’s licensing industry. Bright and colourful as ever, the industry still has a lot to shout about, despite recent difficulties at retail.

Making noise within the confines of an industry event is one thing, but is something altogether more challenging when it comes to communicating to consumers. Particularly from a licensed toy range perspective. Licensed product based on programming content still accounts for a significant proportion of toy sales, (almost a quarter of all toy sales according to the latest NPD figures), although this is tracking behind the same period for 2017.

For some, relying on the content itself to market the product is sufficient. This does however rely on the consumer knowing that there is product available – a dangerous assumption to make. That is why many marketers choose to invest in above the line marketing to support such ranges. This is especially prevalent in the pre-school market, where a summary of the top 20 campaigns for the Jan-Aug 2018 period, reported by MediaOcean/ BARB, highlights the importance of licences such as Paw Patrol, PJ Masks and Super Wings, amongst others.

Arguably this presence would be even more keenly felt, were it not for airtime restrictions placed on licensed product ranges. Marketers in this space will all be aware that TV commercials for a licensed product cannot be aired on the same channel as the programme two hours either side of the programme being broadcast.

If we cannot get close to the content on linear TV, then how should campaigns be planned and managed? The first response lies closer than you may think. Advanced TV analytics tools are able to pinpoint the heaviest viewers of a programme

(super fans, if you like). From this, a schedule can be built using the next favourite channels and programmes of this audience.

In most cases, there is sufficient airtime on competitor channels to meet the requirements of the campaign and budget, but not all. Peppa Pig, for example, averages in excess of 5,000 transmissions per month, across three channels that perform well for the target audience (Milkshake, NJR and NJRToo). This leaves a limited set of channels with which to place campaigns on TV. Restrictions on the placement of licensed product ads are far less relaxed in the Digital Online space however – for now. For example, in its most simplistic form, a TrueView ad for a Peppa Pig product can be placed directly before Peppa content on YouTube, possibly as close to guaranteeing the right audience as possible.

Moving beyond this, content owners are becoming increasingly adept at blurring the lines between advertising and content. A recent innovation at Disney, for example, has been to place sponsorship style bumpers at the front of content. Instead of being served in ad space however (as per a standard 6” bumper creative on YouTube), this is served within the video itself as part of the content, meaning there is no opportunity to skip and that ads are as close to content as is possible. Expect to see more of these types of opportunities arise in the near future, as more content owners (such as eOne and Universal) become commercially savvy and begin to monetise their YouTube presence.

Fewer restrictions might mean a greater targeting opportunity, however it does come at a price premium. Pound for pound, children’s commercial TV will still deliver a greater return of target audience impacts. Therefore, all things being equal, TV should still command the largest share of the budget. But things are not

Toy World 18

Jonathan Chambers

Director of AV Investment, Generation Media.

Tel: 0207 307 7906 Jonathan.Chambers@generationmedia.co.uk equal in the licensed product arena. There is clearly value in the use of Digital Online media, especially YouTube, so a thorough assessment of a campaign’s budget potential on each media type needs to be conducted before committing to a media budget split. At Generation Media, we use our proprietary planning tool, The Media Aggregator, to examine the budget’s viability against the campaign’s objectives within the context of different media channels. Taking into account all of the unique product and marketing variables that affect a product (including whether it is a licensed product or not), the system will generate a unique budget split optimised to your campaign requirements (which is then refined by our team of experts). Whilst TV and Digital Online will remain the primary media channels for toys & games, it’s important to note that this approach isn’t limited to these media solutions.

Cost effective opportunities still exist within traditional outlets such as Cinema and Press.

Much like Digital Online, these do not have TV style licensing restrictions and should at the very least be considered.

This analytical approach to planning campaign budgets will be more prevalent than ever in 2019, as the inflationary pressures on TV pricing continue. This will see a greater convergence with the costs associated with Digital Online media. So, before planning your 2019 licensed product budget splits, make sure you are considering all of these unique elements.

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Licensing World Jakks signed as master toy partner for Becca’s Bunch Following the successful launch of Becca’s Bunch on Nick Jr. US, producer and property owner Jam Media has named Jakks Pacific as the global master toy licensee for the property.

Jakks has secured the exclusive global rights to produce figurines, play sets and accessories, vehicles, musical instruments, plush, every day dress-up, role-play, arts & crafts, board games and accessories, Halloween costumes and accessories, outdoor/indoor furniture, wagons, ride-ons, play tents, ball pits, balls and outdoor games.

Plush, figurines, musical instruments, vehicles and play sets are planned for an autumn 2019 launch at US retail.

Jam Media CEO John Rice commented: “This is a significant deal for us, and we could not have hoped for a better partner. Jakks understands the fun and playful nature of Becca’s Bunch as a property and is translating the huggable and tactile quality of its characters perfectly into a standout line of toys.”

Tara Hefter, SVP licensing, Jakks Pacific, added: “We’re thrilled to partner with Jam Media as master toy licensee. Becca’s Bunch is an adorable pre-school series that is already a hit in the UK. We are looking forward to bringing Becca, and her friends Russell, Sylvia and Pedro, to life through a variety of original toys, play sets and role-play.”

Nickelodeon has secured exclusive broadcast rights to the series in the US and pay-TV rights for the rest of the world, while terrestrial broadcasters ABC Australia, CBC Kids (Canada) and France Télévisions (France) have picked up the series for their respective countries.

Golden Bear appointed master toy partner for Bing Golden Bear has announced that it is the new master toy licensee for the pre-school property Bing.

The new Bing toy line will feature Bing, Flop and friends and include plush which will span basic, talking, feature, night-time and jumbo; figurines and play sets, role-play items, bath toys and wooden peg puzzles.

The first products will launch in autumn/winter 2019. Golden Bear’s strong retail relationships and distribution capabilities will be key in driving the future success of Bing as its popularity accelerates in the UK and the international roll out continues in major markets across the globe.

Bing has seen success since it launched on CBeebies in 2014. In the UK, Bing continues to be a top rated show on CBeebies and the BBC iPlayer. With over 250m requests since its launch, Bing is the No. 2 most requested show across the entirety of the BBC. Barry Hughes, managing director at Golden Bear, commented: “We are extremely excited about bringing our pre-school expertise and passion for toys and applying it to the wonderful property, Bing. We have watched with great admiration as Bing has established himself in the hearts of preschoolers over the last few years, and the iPlayer views (which have surpassed anything we have seen before), are a true testament to how much pre-schoolers wish to engage with the characters.”

Posh Paws signs deal for Pirata and Capitano The deal was brokered by Licensing Link Europe, making Posh Paws the official plush partner across all of EMEA, Australia and New Zealand.

The brand new animated pre-school TV series, currently successfully airing on Channel 5’s Milkshake!, follows Pirata and her best friend Capitano as they embark on exciting adventures sailing The Great Sea, along with their faithful crew.

The Posh Paws product line will be available in autumn 2019, including plush, feature plush and baby and nursery products.

Laura Bull, marketing manager at Posh Paws International, commented: “Pirata and Capitano will be a fun pre-school range that will appeal to the already loyal fan base of the new show. The programme and its CGI characters are colourful and cute and lend themselves perfectly to a premium plush collection.”

Laurence Papon, the head of licensing and video of Millimages, added: “Selecting the right plush partner was essential for Pirata and Capitano. In Posh Paws, we know that developing premium quality products that are true to the property’s characteristics will always be top priority. We are very excited to see the first products on shelf in 2019.”

Toy World 20

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Licensing World Mattel announces deals with top UK licensees Mattel has announced a range of new deals for its brand portfolio, spanning from sports gear to apparel.

MV Sports is partnering with Hot Wheels in its 50th year to launch a new range for brand enthusiasts, introducing a new range of bikes, scooters and protective gear which will elevate the challenger spirit with a strong iconic brand application. The licensee is also partnering with Barbie, who moves into her 60th year in 2019. The wheeled and outdoor toy range will feature products in the iconic Barbie pink and contemporary brand colours with a vibrant, fresh and modern look.

Mondo Motors introduces its most comprehensive range to date with the Hot Wheels RC collection to encourage children to embrace their Challenger Spirit, the ethos that encompasses the Hot Wheels brand. The range includes new additions Dragon Fire and Muscle King, which bring lights and sounds to these high-performance vehicles.

With additional excitement around Hot Wheels in its anniversary year, Fashion UK introduces a daywear collection featuring the graphics from the brand, which will be launching in November at a leading fashion retailer.

Mattel will also be partnering with Sambro on a range of Fisher-Price branded dough products.

The range will bring arts & crafts alive for the Fisher-Price brand and extend the themes of learning and development through creative play.

Nickelodeon enters multiyear licensing agreement with Sambro Nickelodeon International has entered a pan-European, multi-year toy partnership with Sambro. The new agreement expands Nickelodeon’s relationship with Sambro to include more properties, product categories and European markets. As part of the expanded partnership, Sambro will develop a range of outdoor and novelty toys, arts & crafts, stationery and bags, plus new educational games and role-play sets for Nickelodeon and Nick Jr. branded products, as well as select character brands.

Mark Kingston, senior vice president, International, Viacom Nickelodeon Consumer Products, commented: “Sambro impressed us with its work on Nickelodeon Slime from January this year, and this new, expanded agreement signals our confidence in the relationship. We believe that the same creativity Sambro showed with Nickelodeon Slime will shine through in all of the properties covered in this new agreement.”

This partnership with Sambro is Nickelodeon’s broadest rights deal with a single partner in Europe. A new product line will launch in spring/ summer 2019 and will include Paw Patrol, Shimmer & Shine, Nickelodeon Slime, Nella the Princess Knight, Rusty Rivets, Nick 90’s and more.

Nikki Samuels, licensing director, Sambro, commented: “Sambro loves working with the Nickelodeon team and is delighted to secure a new longterm agreement which will allow us to unlock new product categories and extend our reach into more markets. The new collection will demonstrate our commitment to bringing fun and innovative products to market, that kids will love.”Mattel will also be partnering with Sambro on a range of Fisher-Price branded dough products. The range will bring arts & crafts alive for the Fisher-Price brand and extend the themes of learning and development through creative play.

Licensees announced for Moon and Me Sutikki, the kids and family division of Bento Box Entertainment, has announced new partnerships with five leading UK-focused licensees for Moon and Me, the new pre-school series from Andrew Davenport (Teletubbies, In the Night Garden). These partners include HTI Group, Orange Tree Toys, VTech, Worlds Apart, and Rainbow Productions.

The news follows Sutikki’s announcements last year that it was partnering with leading brands such as Hasbro and Scholastic as well as a plethora of ‘best in class’ UK-based licensees. Partnerships with each brand are being managed by Sutikki’s UK office at Pinewood Studios under the supervision of Stephen Gould, territory head for the UK and EMEA, in conjunction with company’s co-founder Andrew Kerr.

Merchandise will include wheeled toys, skates, novelties and character cases from HTI Group; electronic learning toys created by VTech; and GoGlow lighting, ReadyBed, furniture, play tents and ball pits from Worlds Apart.

Orange Tree Toys will develop classic wooden toys, and Rainbow Productions will hold costume character meet & greets.

Stephen Gould commented: “We are excited to announce the expansion of Moon and Me’s consumer products in the UK, ahead of the series’ premiere on CBeebies. With 40 UK-based licensees now on board, in addition to our global partners Hasbro and Scholastic, Sutikki has positioned Moon and Me to be one of the leading children’s brands in the UK and globally for the years to come.”

Toy World 22

Licensing World Simba Dickie Group to produce Toy Story RC toys The Simba Dickie Group has been licensed by Disney to develop and produce a range of RC toys for Disney Pixar’s Toy Story 4.

Siso Toys UK, the new UK subsidiary of the Simba Dickie Group, will market and distribute the range in the UK. Last year, according to NPD market data, Simba Smoby UK became the No. 1 manufacturer in the sector, with Simba claiming 9% of the market for RC toys last August 2017. This was in part driven by the successful Disney Pixar Cars 3 RC line developed by the Simba Dickie Group.

Mayur Pattni, head of marketing at Siso Toys UK, commented: “The 1:24 scale Turbo Racer McQueen was the best-selling RC line by volume last year and Siso Toys UK will look to replicate and expand upon that winning formula with a range of 1:24 scale RC cars for characters Woody and Buzz as featured in Disney Pixar’s Toy Story 4. We will also have a line of 1:18 scale RC that have a fantastic crash action feature.”

Martin Whitaker, managing director at Siso Toys UK, added: “Disney Pixar’s Toy Story is a massive movie franchise, generating over $2.5b at the box office and has been an evergreen toy property for over 20 years. We are very excited to have the Toy Story franchise within our Siso portfolio and can’t wait to launch the line next April 2019. We will support the range with an all-encompassing 360 marketing campaign and bespoke retail marketing plans to drive and ensure sell through with our retail partners.”

Eaglemoss Hero Collector debuts WWE and Wizarding World figurine collections Eaglemoss Hero Collector - designer, manufacturer and publisher of high-quality collectibles from across the many worlds of pop culture, including DC Comics, Star Trek, Battlestar Galactica and Back to the Future - has announced that it will be adding WWE figurines to its roster for 2019.

Shown for the very first time at New York Comic Con, the WWE Championship Collection is a comprehensive magazine and statue collection showcasing the greatest superstars in the history of WWE. Featuring champions from every era, including The Rock, John Cena, The Undertaker, AJ Styles, ‘Stone Cold’ Steve Austin, Triple H, Finn Bálor and many more, each expertly sculpted polyresin statue depicts the superstar in a fixed pose on a base. The figures have been produced at 1:16 scale (approximately 4.5 – 5” tall), and the accompanying magazine features a history of the WWE superstar, chronicling their championship reign, greatest matches and top rivalries.

Eaglemoss will also be introducing a range of 1:16 scale figurines based on J.K. Rowling’s Wizarding World. The initial launch collection will feature six models that will retail around the £15.99 mark; the collection will be expanded to around 40 models by the end of 2019.

Glynn Davies of Eaglemoss told Toy World: “The new collections have specifically been developed with the retail channel in mind. The figures are highly detailed and realistic and while the opening price points are at the affordable end of the spectrum, we haven’t compromised on the superb quality for which we’re known. The models are made from metallic resin, which is heavier than standard resin, and the range has been packaged to make it suitable for the retail channel. Each model will be accompanied by a detailed magazine, which significantly enhances the product from a value-added perspective. We believe that these ranges will appeal to WWE and Harry Potter fans, and to collectors of all ages.”

Rainbow Designs signs as Spot licensee Penguin Ventures has announced that Rainbow Designs is on board as its key gift and toy licensee for Spot.

The range, which will launch at retail for autumn/winter 2019 ahead of Spot’s 40th anniversary in 2020, comprises plush, sensory toys, wooden blocks and pull-along toys and was inspired by the new Spot style guide that was developed earlier this year.

Anthony Temple, managing director at Rainbow Designs, commented: “As the Home of Classic Characters, we are delighted that Spot is returning to the Rainbow Designs stable and to once again be working with Penguin Ventures on this much loved and iconic character. Classic characters are in the ascendancy, and Spot is one of the great evergreen properties of the pre-school sector. In the build up to his anniversary, we have some exciting and fresh new products planned, designed to deliver the best in ‘Adventure and Fun with Spot’.”

Toy World 23

NPD Insight

European Toy Trends This month, Rory examines the European toy market and looks at the trends which are consistent across the continent, as well as the factors which highlight differences in individual country markets.

N

ow we are firmly inside the allimportant Q4 period of 2018, we start to get an idea of just how the year is going to finish up in the UK toy market. I think we can say, with a fair degree of certainty, that the UK toy market will finish negatively in 2018, with the impact that losing Toys R Us has had on the year. But are other countries in Europe seeing a similar trend? Are there consistent themes across countries in the toy market, or are our Continental neighbours a little different?

double digit growth in 11 of those 13 countries. Some of the strongest growth in Dolls is coming from Europe, with Italy growing at +51% and Holland at +35%. The key reason for this consistent growth is the success of L.O.L Surprise! which is now the No.2 property across Europe and the top gaining property in Europe, adding just over €130m to the European toy market in 2018. L.O.L Surprise is the No.1 toy property in five of the markets that NPD covers, and it is a top five property in nine of the 13 markets. It is undeniably a global toy trend and has the potential to do even better in Europe, as it doesn’t yet appear in the top five properties in either France or Germany; two of the biggest European toy markets.

Looking at the total European toy market, based on the UK, France, Germany, Italy, Spain Belgium and Holland, the total worth is just under €6b with Another big trend of 2018 that L.O.L Surprise! has a value trend of -2% vs. last year. The largest country had a considerable effect on is Collectible growth. in value terms is the UK, but the UK is also seeing the This area of the European toy market is worth around biggest decline, being currently down -9% in value. €560m in 2018 but is growing by +37%. In a toy market The top performing countries are Germany and Italy, where the total trend is -2%, this is an impressive which are growing at +3% and +2% respectively, and performance indeed. The size of Collectibles by Holland is the only other country showing growth country does vary significantly though, with the UK with a +1% trend. It should be noted that the strongest having the highest share at 15% of all toys, compared growth in toys is coming from outside Europe, with Mexico growing at +14% YTD and Brazil growing at +8%. The US is also performing well with +3% trend so far this year.

YTD August 2018 vs. 2017 The month of August was -4% for Europe, so there is a hint that the year may UK not finish with a flourish; Germany although that remains to be seen.

France

European Toy Markets

What is consistent is that there is one supercategory that is growing the European toy market more than any other, and that is Dolls. Dolls is currently showing value growth in every single country in which NPD covers the toy market and is showing

Rory Partis

Director UK Toys & EuroToys NPD to only 4% in Germany. It’s not just L.O.L Surprise! that has driven the Collectible trend across Europe, with World Cup stickers and cards, Funko Pop, squishies and Harry Potter all adding to the category growth this year.

Another consistent factor affecting the whole of Europe is the challenging year faced by the licensed market, and the strength of L.O.L Surprise! will undoubtedly have played a part in this. Total licensing across the seven European countries combined is 22% of the toy market in 2018, but it has declined by -8%. That’s a loss of over €100m so far this year. Interestingly Germany has actually seen growth in licensing this year, even though it has the lowest share of licensing, with 19% of total value being licensed. France and Germany have both shown growth, and it’s the strength of the Beyblade licence which has made the main difference. Although licensing has been challenging this year, 2019 looks very strong with some huge movies set for release.

Italy Netherlands Spain Belgium €2,000

€1,000

€0

-10

-5

0

5

% Change

Value €m The NPD Group, Inc. | Proprietary and confidential

Source: The NPD Group | NPD EPOS Data

Toy World 24

There are a number of consistent themes across the toy market in Europe this year, with big trends having a clear impact. The Collectible trend in particular has been strong across all European countries and even though the share may differ considerably, the trend is certainly growing the toy market and will be key for all European countries in the peak season of 2018.

UK_toy_world.pdf

Top Gaining Subclasses Playset Dolls continues to be the top performing subclass in the UK toy market due to the success of L.O.L Surprise!, which has £54m in value sales so far this year. Misc Toys is the third top performer being driven by the success of squishee items such as Soft N Slo Squishies and Smooshy Mushy. Pools is the 4th top performer on the back of one of the best summers the UK has seen, and Robot Pets makes up the top five due to the continued success of Fingerlings.

Top Gaining Subclasses

Value Gain £m

Playset Dolls & Collectibles Non-Strat Trade Cards/Collectible Stickers Miscellaneous Toys Pools Robotic/Interact Playmates Scientific Toys Special Ftr Nurturing Doll Adult Puzzles Bubble Toys/Solution Card Games

C

£0

£10

£20

£30 M

Value Gain (£m) DocumentThe classification: Client/Third Party Confidential NPD Group, Inc. | Proprietary and confidential

Source: NPD EPoS Retail Tracking/ UK YTD Sep 2018

Y

CM

Property Progression: Property

August 2018 Rank

September 2018 Rank

Polly Pocket

#196

#67

MY

CY

CMY

K

Polly Pocket was recently relaunched with the Mattel toy line and has had an impressive start, bringing in nearly half a million in value for the month of September. The property was also a top ten Dolls property for the month of September, so looks set for good sales for the final quarter of the year.

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.

Toy World 25

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Merchandising and making merry This month, Toy World asked independent retailers what’s selling well, what products they are tipping as top sellers this year, what preparations they are making in store for the festive season and how their forward planning is going for next year.

Vigen Khatchik -

The Toy Station, Surrey

The Toy Station is an independent family run toy shop in the heart of Richmond Upon Thames in Surrey.

We have been operating for 22 years now and pride ourselves on providing exceptional customer service. We stand out from the big retailers because we do our best to not only bring in great toys, but to also provide a personalised consultation for everyone.

The past year has been challenging for us as an independent retailer. There are several factors behind this; price increases from suppliers are making it difficult for us to get the best value for our customers, and we are also competing against big high street L-R: Katerin Pezeshkian, Vigen Khatchik, Karen Khatchik stores and online retailers. And as most will be aware, consumer balloons - to provide more options for gifts and footfall on the high street has depleted over the parties. This approach seems to be working for us, years which has impacted the majority of brick & and is building momentum. mortar businesses. The rise of internet shopping Lottie Dolls is a very popular brand all year is hindering the high street, but we believe that round. Customer feedback indicates that because the personal touch, combined with receiving the dolls are modelled on children, as opposed advice and recommendations from retailers with to adults, kids can relate to each character and experience, will always trump online shopping. To find inspiration in the messages they convey. The counteract decreasing footfall, we’ve been trialling parents, family members, guardians or friends who new lines and different products - such as helium purchase these dolls also really appreciate this

Toy World 27

element, as well as the fact that each doll has a different career aspiration or interest.

We are also seeing a big rise in the collectors’ trend, with Shopkins and Pikmi Pops proving particularly popular. These toys are a playground phenomenon, and children want to amass the whole collection and show them to their friends. The packaging is different to other toys on the market right now, meaning they stand out and create tangible excitement about what’s inside.

We always keep stock of dressing up accessories and costumes to help children bring their characters to life for Book Week. This is a fantastic week dedicated to creativity, imagination and learning, and we really enjoying helping characters come alive for our customers.

Board games are an absolute must have for The Toy Station. For Christmas we are excited to be offering our customers two new board games from Ravensburger – Buggaloop, which features Hexbugs as part of the gameplay, and Pictopia Harry Potter Edition, which taps into the huge surge in Wizarding World popularity the at the moment.

These family-orientated games will be perfect for

Talking Shop Christmas Day, Boxing Day and beyond. Over the years we have found that our customers like to buy Christmas gifts that are quite hands-on, such as science experiment kits and art & craft sets. These are an arguably more traditional gift but always offer a great option for all ages. That said, Lego is always a top performer for us at Christmas, and Monopoly has been our best-seller every year since we opened our doors in 1996.

We love celebrating Christmas; it’s a wonderful time of year and we try to be creative and different each festive season with our window display. Last year we introduced a giant wooden Santa Claus which went down really well with our customers.

Each year we also donate Christmas toys to the Shooting Star Hospice, which cares for children with life-limiting illnesses, and their families.

We believe that toys are big part of children’s

development and we love being able to bring them to children that cannot come to us to in the shop for whatever reason.

As an independent family run toy shop, we find it difficult to attend every show or preview, and this year we have liaised directly with each company for catalogues, information packs and price lists. This allows us the time to decide what is right for our customers’ needs, and what we believe will sell well.

We always aim to get in the must-have new Q1 items in as soon as possible for the New Year. The Christmas and New Year advertising campaigns promote all the newest toys, and of course that means children instantly want to get their hands on them. We do all we can to meet this demand as January can be a tough month for sales postChristmas. We want our customers to be inspired when they come in and shop with us.

The team here is planning on attending the London Toy Fair in January. We enjoy this fair as it provides plenty of ideas for new lines, and we get to meet people who share our interests and our vision of inspiring young minds. It also gives us the chance to hear how the market is changing and what is next in the world of toys.

When it comes to buying stock, we’ve always had an issue with the way that the playing field is not level for indies such as us and the bigger toy stores and multiples. The big retailers are given better deals which is down to the quantity they order, but this is regardless of length of service. We are selling exactly the same products, and have been purchasing stock for over two decades now, but we do not get the same offers. We’d love to see this change so that we can pass the savings onto our customers.

Emma Dadswell - Toys N Tuck, Southend Business this year has been steady.

The year started off promising, however even with the likes of L.O.L. Surprise! continuing in popularity and the squishy craze, it hasn’t felt like there has been anything particularly driving the business. There haven’t been any stand out trends or lines for us to grab a hold of. Having said that, we have been doing well with the standard lines that we stock each year such as Lego, Playmobil, Sylvanian Families and Funko Pops.

L.O.L. Surprise! is still selling strongly and looks set to do so through the Christmas period. Pokémon cards are still doing well for us, with the Celestial Storm theme in particular seeming to give an extra boost to sales. We had a really good run with the Christopher Robin plush from Posh Paws in the run up to the movie release, perhaps because this was a range not stocked by everyone. The other range we are incredibly pleased with is the Lilalu Rubber Ducks, they are something a bit different we started with this year and we are doing

well enough that we just upgraded to a larger display.

We have stocked costumes for Book Week over the last 2/3 years, however this year we decided to give it a miss and did not see any particular drop in sales. I

Toy World 28

think Book Week has become similar to Halloween for us in the fact that the supermarkets have it covered. Rather than trying to compete and struggle, we have taken a step back and focused instead on the areas we can do better.

Sometimes when you know you can’t offer a better price or range it’s better to not do it at all, rather than be perceived as being expensive.

Going into Christmas there are a few products we have our eye on to be top-sellers, one being Wrapples from Character, we think these could do really well. The big one for this Christmas is Fortnite; customers are already asking for toys, so anything we can get our hands on is going to be a hit. We already have orders in for the Fortnite Monopoly and have started taking pre-orders from customers.

Anything could kick in between now and Christmas though and become a hit, so we keep an eye out and make sure we have not spent all our budget, so we can react quickly if necessary.

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Amanda Alexander Giddy Goat Toys, Didsbury, Manchester Business has been good over the past twelve months, and sales are approximately 10% up compared to the previous year. Putty and squishies have been selling well during the last three or four months; they have definitely been this year’s major craze.

L.O.L. dolls benefit from the huge amount of hype that surrounds them, so they are also good to have in stock.

Orchard Toys, Lego and Playmobil are consistently steady sellers for us. I think this is because they are recognisable and high-quality brands, and their products fall in the right price range and age range for kids’ party presents - the mainstay of my business.

For Christmas this year I’ve brought in science sets from Clementoni and also some of the higher price point Lego, Playmobil and Wow Toys sets. I’ve also got a variety of dolls houses, castles, garages and play kitchens from Juratoys and others, which I only stock for the Christmas buying period. I’ve also just brought in the Robo Alive RC dinosaurs and lizards from Tobar which look good fun, and I’ve ordered some Harry Potter themed toys which I think will sell well for Christmas. We’ve also got Hatching Elf eggs and Elf toys which will make an appearance this month. Interplay’s Living World and Fab Lab ranges are always very popular too.

Because party presents are a large amount of my trade, parents want quality, value for money and reputable brands, and I don’t feel the pressure to constantly bring in new lines. That doesn’t mean I don’t respond to requests for new products from my customers, or respond to crazes or recommendations from reps and agents - I do. Like I say, putty and squishies have been great sellers during most of this year. However, I don’t stress too much about having to find new stuff all the time - quality and reputation are more important to me. My best sellers are Orchard Toys’ Shopping List and Galt Toys’ Pop Up Toy, both of which have been around for years.

I’m lucky to be in an affluent area of Manchester with people who want to use their local shops, and who know they risk losing them if they don’t.

However, although we are ticking along, I’m very conscious of the number of local independent toy shops that have closed in this area during the last three or four years, as well as nationally. My rent has gone up 50% in the six years since I’ve opened, and it’s not a level playing field as we are always competing against the likes of Amazon. I really appreciate it when suppliers try to help us little guys out; for example, with loyalty card schemes like Lego, Playmobil and Sylvanian Families offer. I’d like to see more of that sort of thing, alongside lines or offers that are exclusive to independent shops. It’ll be a sad day for the kids of this country when they can’t go into a toy shop to browse, play, and spend their pocket money.

Mark Buschhaus and Stephen Barnes Toy Barnhaus

The time for action

A

s we write this, the temperature in mid-October is due to be 23 degrees. As regular readers will remember, our stores definitely trade better when it rains, so we may have to do our rain dance again to try and help. After a very strong summer for outdoor products, September and early October has been a bit flatter.

It now feels like the calm before the storm, and with our stockrooms really starting to bulge, we hope the half term will kick things off properly. One area that is driving sales is promotions; with our Toymaster catalogue out, the sale lines from that are driving some volume. Hats off to Toymaster and the suppliers they have worked with; the catalogue provides a key value perception for us on the high street in this all-important period on the retail calendar.

There have been a few new lines showing early promise. Twisty Pets from Spin Master is a great new craft line. A simple concept at a great price; this has really started to sell well. I know some of you may laugh, but one of our bestselling craft lines is a loom band case set. It is now at a clearance price, but sales show that a good concept can still endure at the right price. Another new range that we took in last month, after much persuasion from our rep, is novelty bath ducks from Lilalu. There are countless different novelty designs, such as bride, groom, superhero, etc. We took a while to be convinced, but they have proved to be a great seller, and perfect as a pick-up line for Christmas.

In a bid to raise consumer awareness, a lot of companies have now produced their Christmas lists, and the popular items appear to be spread out across a range of product. However, it is difficult to pick out one line as a real winner.

We know L.O.L. Surprise! will continue to do really well, and Harry Potter lines will definitely be top sellers. Within games, Monopoly: Cheaters Edition has started well, and the Jumanji game from Spin Master has also been a surprise best seller.

The biggest promotional event coming up this month is Black Friday. It has grown each year for us, and activity now extends to over a week. We will be going for it even more this year, and are producing a flyer for the first time. This will highlight new sale lines and really help drive footfall into our stores. It is an event that has attracted a lot of cynicism over the last few years, but we have found that it brings extra sales in late November. Although it may bring forward some sales from December, Black Friday does increase sales overall. Being in high footfall locations, our customers expect to see an offering for the event, even if they do not end up buying those lines.

Looking forward to the New Year, we have already done several previews for 2019. Lego has some strong new ranges, and we have seen some great new lines for Toy Story 4, which we expect to be the big licence for next summer. There are lots of new girls’ collectible ranges trying to get a bit of the business from L.O.L. Surprise! although there are so many, it is difficult to try and work out which ones to take. We are always willing to try things, but our stores do not act like a TARDIS, however much we would like them to.

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Retail Profile

Shop Direct

Direct focus With Christmas 2018 fast approaching, Toy World caught up with Andrea Gornall, senior toy buyer at Shop Direct, about the online retailer’s approach to the toy category this festive season, and the particular set of challenges – and opportunities – it has experienced this year.

How important is the toy category to Shop Direct?

Shop Direct currently has three digital retail brands; Very, Littlewoods and Littlewoods Ireland.

Toys is a key element for each of our retail brands and is seen as significant growth opportunity. This is reflected in our increased marketing investment this year, part of which is Very’s sponsorship of Channel 5’s Milkshake.

How have toy sales been for you in 2018?

O

nline retailer Shop Direct continues to establish itself as a competitive and comprehensive toy seller. By whittling down its toy offering to some 4,800 lines following an extensive range review, Shop Direct has streamlined the buying experience to make it easier and more enjoyable to shop across its Very, Littlewoods and Littlewoods Ireland brands, while also improving consumer confidence. From simplified product pages and excellent on-site navigation to insight-led marketing communications and video content that allows shoppers to see products in action, the retailer is constantly looking for new ways to improve the customer experience.

A key category for the retailer, Shop Direct is also known for its market leading toy campaigns which tap into key customer insight and enhance the experience for shoppers.

Toy sales across the market have been challenging, but we’ve been bucking the trend with our strong assortment, great online experience and different ways to pay. Spring/summer 2018 got us off to a good start, with outdoor toys a real strength of ours, and we feel positive about the coming months.

Last year you reduced the number of lines in your toy range by 1/3 – has this strategy been successful?

Yes. The plan was to optimise the range so that we could focus on the lines that matter most to our customers. We still have an extensive range, over 4,000 lines, but by having fewer toys we can offer our customers better availability and pricing.

What have been the stand out performers in terms of product categories and specific lines so far this year?

We have seen significant growth across all key categories in autumn/winter but especially within Girls, Construction, Outdoor and Pre-school. Boys’ toys is more challenging, but we are still positive compared with last year. Star performers across the assortment have been L.O.L. Surprise!, Poopsie,

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Barbie, VTech, Lego, Playmobil, Little Tikes and Hot Wheels. Some individual product stand outs have been Feber My Lovely Unicorn, Hairdorables, Scruff-a-Luvs, Stretch Armstrong, Cozmo and Laser X. Anything with slime or a unicorn involved has seen amazing volume, and who would have predicted that in 2018 we would all be shouting about Harry Potter.

Which new lines do you think will come to the fore in the run-up to Christmas?

I think the trends we are seeing now will continue, while new lines like Poopsie, L.O.L. Bigger Surprise!, Scruff-a-Luvs, Lego Harry Potter Hogwarts, Feber My Lovely Unicorn, Hairdorables, Little Live Pets Unicorn, VTech Myla and Monopoly Cheaters will only grow in importance in the run up to Christmas.

You are part of a very stable, experience toy buying team at Shop Direct – do you feel this is an advantage?

We have a fantastic team in place here at Shop Direct and everyone knows the part they play.

Having experienced team members is definitely an advantage and working with a supplier base where some relationships are more than 20 years old makes some things easier. But we also have newer members of the merchandising and buying team bringing fresh ideas: this combination works really well.

What do you perceive as Shop Direct’s strengths in the eyes of the consumer?

Our customers value the breadth of range, and the convenience of shopping online, home delivery and the variety of payment options we offer. We exist to make good things easily accessible to more people. That means giving our customers access to the latest brands, products and trends they love

Shop Direct while offering an easy, enjoyable and personalised shopping experience – one that our customers can access anytime, anywhere. And it also means providing unique ways for our customers to spread the cost of what they buy through Very.co.uk, Littlewoods.com and Littlewoods.ie.

How do you persuade parents and giftgivers that Shop Direct is a great place to buy toys?

We have over 4m customers and we can talk to that customer base directly. This year’s new Very and Littlewoods campaigns are all helping to drive autumn/winter awareness surrounding the fact

Retail Profile

that we have a fantastic toy offer available on all brands. From our Milkshake partnership to TV plans, our approach helps to drive customers to our online shop. Once the customers are on site, we make sure that the customer journey is first-class and that we make it as easy as possible for them to find the product they want, with a payment plan that suits them.

People talk about the importance of multi-channel retailing; as an onlineonly operation, what are your biggest challenges in the toy category?

The challenge we attempt to overcome is bringing the theatre of toys online through the assets and images that brands provide. We’ve made great progress on this but have more to do in our ambition to be a world class digital retailer. Innovation is at the heart of everything we do at Shop Direct and we never sit still. We are always striving to offer customers the latest developments that make shopping an even more relevant and enjoyable experience.

As you’ve started previews for 2019, are there any trends or ranges which you’re excited about?

We have started autumn/winter 2019 previews and our trip to LA a few weeks ago was very successful. Moving into autumn/winter 2019 we will see new innovation, range extensions and exciting new brands that I know our customers will love. Movies have been challenging in the last few years for the whole market, but I believe the strength of Toy Story and Frozen will change this. The ranges we have seen so far are very impressive.

How can toy suppliers get the best out of their partnership with Shop Direct?

We enjoy close working relationships with both our supplier base and licensing partners. Working together and owning a joint business plan is key in driving availability, sales and customer retention.

As always, bigger allocations on the key lines would help too.

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Feature

Q1 Ranges

Looking ahead

Mighty Beanz, Character Options

It’s that time of year again, where we start to look beyond Christmas at what’s in store for Q1. This pivotal time in the toy-selling calendar offers a host of opportunities for suppliers and retailers, boosting sales and allowing traders to hit the ground running with fresh products and strong range extensions. Rachael Simpson finds out more.

W

ith the excitement of Christmas over, the festive season gives rise to a very particular type of kidconsumer – the Christmas money spender. With the majority of kids receiving cold, hard cash in addition to the clothes, books and toys they’ll receive, the toy market becomes awash with kids looking for the newest and most popular toys to add to their festive toy haul. And with the January return to school on the horizon, the need to impress peers means kids are keen to show off their new acquisitions.

“The period between Christmas and New Year is a busy time for us,” notes Stephen Barnes, director at Toy Barnhaus. “Although it’s not like the peak before Christmas, it is still like six Saturdays’ trade in a row. Most people are off work, and bad weather means most people will go shopping at least once during this time. Kids are always eager to spend their money as soon as possible too. It is not until after New Year when things start to quieten down again.”

To catch the consumers immediately after Christmas, toy stores need to be offering the newest, hottest and most sought-after products they can, tempting kids into their shops and away from online retailers.

“It is important to be able to offer something new and fresh,” adds Stephen. “It helps freshen up the shop, and provides a reason for customers to come in and spend their money.”

It’ll come as no surprise to anyone that collectibles are set to continue as one the hottest current trends as we move into 2019, with Bandai, Character, Flair, Ty, Jazwares, Kids@Play, Spin Master, Vivid and Trends among those who have

unveiled their latest collectible ranges.

At The Entertainer, the latest trends are always an important part of the retailer’s customer proposition, as CEO Gary Grant explains. “We expect to see a continuation of the collectible crazes that have driven the market in 2018, along with some exciting properties that our supplier-partners have shared with us in recent weeks. We are going into 2019 extremely positive about the product ranges that we will be able to offer our customers.”

Having attended several previews so far, Stephen at Toy Barnhaus tells Toy World that he has noticed a lot more girls’ collectibles poised to come onto the market, all under the £10 price point. “Collectibles is becoming a crowded area, and you have to start being a bit selective about what you take,” he says. “There is definitely a gap in the market for something for boys, but nothing has jumped out at me yet.”

Moving away from poo, but remaining firmly within the gross category, the boys’ space looks set for snot this year. While unappealing to (most of) us grownups, snot is a match made in heaven for the continuing popularity of slime, something Bandai has tapped into with its new Slurpees Snot Suckers range.

Q1 brings challenges too, however. From the typical big-box offerings usually associated with Christmas – bikes, games consoles, large construction kits and outdoor toys – retailers must pivot their offering to the smaller toys so desired by the post-Christmas consumer, in a relatively short space of time. At Toy Barnhaus, this is achieved by constantly assessing stock levels and ranging in the run up to Christmas to try and minimise any overstocking. “We always run a January sale, and

Toy World 32

use this to help clear some larger lines that we have excess stock of, or that we want to clear out. This then helps to give us space for new ranges arriving,” explains Stephen.

Gary places the emphasis on the need for planning, telling Toy World that the retailer works very closely with its supplier partners to plan its propositions for every season. He says: “This planning includes how we manage the availability of products during the Christmas period along with strong launches into the New Year – the changes between seasons can be challenging, and our partnerships are a critical factor in successfully managing the transitions.”

For suppliers such as Alpha Animation, Q1 is a competitive and busy time, with numerous companies jostling to get their products into the major retail channels. Commenting on how Alpha prepares itself for the period, Mark Slater-Hyndman, Alpha’s country general manager - UK & Ireland, highlights that inventory control is as important to a supplier as it is to the retailer. “Ensuring we have tight controls on our inventory is key for us, while ensuring we can fulfil the strategic activities we are planning with our customers,” he explains.

Q1 brings additional excitement for Alpha, as the company is appearing at London Toy Fair for the first time ever. Alongside its new Series 3 ranges for Super Wings, the company will also showcase its new slime & silly string-filled Spongebob Squarepants line-up, which Mark says takes the property back to its true DNA. “As an industry we generally enter the new year full of optimism and enthusiasm,” Mark adds.

Over the next few pages, Toy World covers the newest toys available for Q1 2019.

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Q1 Ranges

GP Flair 020 8643 0320 | www.flairplc.co.uk Flair’s new Teenie Tiny Toes are interactive dolls that are tiny enough to fit into the palm of a hand. There are three to choose from; Ticklish Tess, Gigglin Gabby and Laughin Luna. Kids can tickle their tiny toes to bring them to life and discover how they sing, giggle, play games and more. Each doll has seven sensors that react to touch, motion or light. Once activated, they’ll let their owner know when they are sleepy or want to play a game, but if they are tickled in the wrong place they’ll utter an interesting response.

Another new collection for Q1, TLC Kritters are baby animals looking for a forever home. They sleep in warm cosy incubators and, once chosen, their new owner can reveal the many surprises inside. The first surprise is whether the Kritter is a girl or a boy. Following this reveal, four care accessories can be unwrapped including the essential nappy - where colour change emojis reveal a surprise of another kind.

Kids can also battle to become a Master Kuroba Keeper. Kuroba are magical creatures that battle to restore peace and harmony alongside their Keepers.

The line offers kids a unique way to play ‘rock, paper, scissors’ with an interactive twist. Each Kuroba represents one of five elemental tribes: Terra Kuro, Fire Kuro, Night Kuro, Water Kuro, and Ice Kuro. Keepers can create their own Kuroba by mixing and matching tribe panels; the more Kuroba they collect, the bigger the mash-ups they can create.

Keepers can then practice their Kuroba battle skills, as they train with a Kuroba and a Practise Cube. With six battle packs to choose from, each pack includes a transforming Kuroba, Practise Cube and collectible gem.

Alternatively, the Battle Pack is ready to play with two Transforming Kurobas, two gems, and mix’n’match panels so the customisation can begin.

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Spin Master announces the arrival of Hatchimals Colleggtibles Season 5 – Mermal Magic in February. The line includes new sea shell eggs, more character detailing and a variety of water transformations. Children can experience the underwater world with the new 1-Pack, 2-Pack and 4-Pack as well as the 6-Pack Seashell carton. Play sets including Flower Shower, the Coral Castle and Water Slide offer real water features for fans to enjoy as they collect all the new characters in the latest Colleggtibles line.

February 2019 also sees the release of the third film in the successful DreamWorks Dragons franchise; How to Train Your Dragon: The Hidden World. Spin Master will be introducing its master toy line for fans of the franchise, featuring characters directly from the world of Dragons.

Fans can relive all the adventure of Dragons with this new toy range, which includes new Dragon and Viking figure sets as well as Deluxe Dragons. These fully poseable figures feature detailed sculpting so they look just like the movie characters, making them ideal for recreating favourite scenes from the movie at home. The Deluxe Dragons also feature lights and sounds, and each has a special action feature for extra interactive play potential.

The ultimate dragon, Toothless, also joins the new line with fire breathing and plasma blast action. Measuring over 20” long with 22” pull-open wings, Giant Fire Breathing Toothless is loaded with engaging battle features.

Spin Master’s 10-year global partnership with Monster Jam kicks off in January with the launch of the Monster Jam toy line. Trucks with the authentic detailing and features of the originals come with real working wheels so fans can recreate their favourite Monster Jam crashes. From die cast and Rev and Roar vehicles to stunt play sets and Kinetic Dirt sets, fans can build their very own tracks to experience the excitement of Monster Jam as well as the fun of collecting all the vehicles.

The line also includes the only RC products that let kids of all ages feel like they are behind the wheel and in the action of Monster Jam trucks. Monster Mutt Dalmatian, Megaladon and Grave Digger will be among the available trucks.

Robotics continue to be part of the Spin Master portfolio with a brand-new addition in Q1. Lollipets are fun new interactive collectible pets with a big personality and a sweet tooth. Children can make these pets wiggle and move by showing them their favourite treat. They can speed them up, slow them down, or guide them with the bright colour candy as they hug, chase, skip, scamper and explore. Lollipets come in a 1-Pack and a 2-Pack.

Having acquired Gund this year, Spin Master is preparing to launch its plush toys in 2019 as the company enters the gift business. Spin Master will continue to preserve Gund's excellent reputation with a huggable line of plush toys that will help kids to create cherished memories that last a lifetime.

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Q1 Ranges

Jumbo Games 01707 289 289 | www.jumbo.eu January sees Jumbo expand its No. 1 adult puzzle brand in the UK, Wasgij, with the introduction of six new puzzles across the Original, Destiny and Mystery puzzle concepts. New releases will include the Wasgij Original 31: Safari Spectacular!, Wasgij Destiny 19: The Puzzlers Arms! and Wasgij Mystery 16: Birthday Surprise!, all across 1,000-piece formats. Jumbo will also be re-releasing the third installments in the Wasgij Retro range, with the titles Original 3: Full Monty Fever!, Destiny 3: The Sands of Time!, And Mystery 3: Drama at the Opera!, all in 1,000-piece formats.

New releases in the Falcon deluxe range will include 20 new puzzles across varying piece counts. January offerings include A Summer Evening at the Pub 2x500-piece, A Day on the River, Farmers’ Market and The Lighthouse Keeper’s Cottage 1,000-piece puzzles, and A Beautiful Summer’s Day 2x1000-piece box set.

Jumbo will be expanding its Disney Classic Collection range of puzzles with new additions in 2019. These include Aladdin and Dumbo 1,000-piece movie-reel inspired puzzles, with more to follow.

Jumbo will also be adding two tabletop games to its Strategy Games range. Caper is a strategic two player card game, while Overbooked is an interactive strategy puzzle game for 1-4 people.

Launching in Jumbo’s children’s portfolio is the Disney Muppet Babies collection. Featuring two puzzles in Jumbo’s best-selling pre-school formats, the 4-in-1 Shaped Box Set and 4-in-1 Puzzle Pack will launch in February.

Lastly, Jumbo is launching a new Eco-Games range to its children’s games portfolio, focusing on environmentally friendly games. Catch the Mouse, Colour Chameleon, Honey Yummy and Peek-a-Boo are all made from 100% recycled materials.

Playmobil 01268 548 111 | www.playmobil.co.uk Multiple product launches are on the horizon from Playmobil. For animal lovers, the Playmobil City Life Tiny Paws Pet Hotel is equipped with everything pets could possibly need to enjoy a cosy stay. Kids can call pooches in for a mealtime bone before taking them outside for a trot on the seesaw, and settle them down for a well-earned snooze when playtime is over. The hotel includes an extensive variety of animals, three Playmobil figures and a range of accessories to encourage games and interactive play.

Meanwhile, galactic explorers can look forward to the launch of the Playmobil Mission to Mars Space Station, which contains all the equipment they’ll need to create their own cosmic adventures at home. Both astronauts are fully equipped with space suits and space gear, ensuring they’re ready for any scenario.

The Playmobil Family Fun Summer Villa offers little ones the chance to create their perfect holiday time and again. This retreat comes with all the holiday accessories required by this family of four – they can admire the view from the flowered balcony or rustle up a meal in the fully equipped kitchen or barbecue.

Playmobil is expanding its licensing portfolio with a range of new launches. This includes an array of play sets to help DreamWorks Spirit fans recreate their favourite scenes from the Netflix and Pop series. Kids can enjoy a day at the barn with Lucky, Pru or Abigail, or make sure Lucky gets lots of practice in the riding arena. Spirit Riding Free conveys messages of succeeding against the odds and, above all, champions the freedom to play, encapsulating the ethos of the Playmobil brand.

How to Train Your Dragon fans can also look forward to a new range of DreamWorks Dragons play sets, which will launch to coincide with the release of the third film in the popular series. This includes Astrid with Hobgobbler, and a set based on Grimmel and Deathgripper, which will join the wide variety of dragons currently available for fans of the franchise.

Learning Resources 01553 819 386 | www.learningresources.co.uk In 2019 Learning Resources is set to continue the development of its coding range with a number of new additions which will cater for young learners of all ages.

For Q1 the company will be releasing Artie, the coding and drawing robot that puts children in control. Artie has four modes of play; pre-programmed shapes, games, art for colouring and freeform coding. The easy-to-use drag and drop programming can be used on a Mac, PC or tablet, and Artie - who comes with four swappable, washable coloured marker pens - will help children learn basic programming, geometry and maths whilst creating engaging designs and having fun.

Learning Resources will also be building on the success of its science-based collectibles series Beaker Creatures with a number of additions, including a completely new series featuring over 30 characters from five new planets. Fresh for 2019, the Beaker Creatures Whirling Wave Reactor and Volcano set both come with experiment guides for more learning fun, as do all new additions to the range.

Both Artie and Beaker Creatures will be supported by a full marketing campaign including social media, influencers, Youtube, digital TV, PR and in-store support.

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Q1 Ranges

Siso Toys UK 01620 674 778 | www.simba-dickie-group.de The animated TV show The Deep focuses on the Nektons, a family of marine biologists who explore underwater worlds in their search for the lost city of Lemuria. The Deep is broadcast on CBBC in the UK with two seasons under its belt, which have performed exceptionally well, ranking the show within the top 3 on the channel. A third season is launching in 2019.

Siso Toys is set to launch a true-to-the-series range of products highlighting the elements of action, animals and good against evil. The range will feature underwater vehicles, action figures, play sets, plush and role-play items.

The launch will be supported by an all-encompassing marketing plan comprising TV, cinema, YouTube and social media. TV lines will include the collection of action figures, and the underwater robots, known as Nekbots. The 25cm tall White Knight Nekbot robot lights up, is fully articulated and offers space inside to store one figure. In contrast, the yellow Mag Knight Nekbot is equipped with a firing mechanism, as it is armed with magnetic missiles in the series.

Trollhunters - Tales of Arcadia launched on Netflix in December 2016 and has garnered huge success, boasting a steller cast including Anton Yelchin, Tom Hiddleston, Ron Perlman and Mark Hamill. The third season premiered on Netflix earlier this summer. For Easter 2019, Siso Toys will launch a range of detailed figures, play sets and role-play toys that will bring the world of Trollhunters to life for kids aged between 6-9. The range includes various sets of figures including 3” non-poseable multi-pack figures, and 6” deluxe figures with light and sound features. Young fans can become Trollhunters with role-play products such as the sword weilded by lead character Jim, and the amulet which gives him his magic powers. The Trollhunters launch will be supported with an Easter TV campaign.

From January 2019, Siso Toys UK will takeover distribution and marketing of Masha & The Bear, and will support the range in 2019 with full 360 marketing support comprised of heavyweight TV, YouTube, social media, digital and PR as well as bespoke retail peices to drive sell through. The range will be made up of mixture of current best-selling lines such as the 12cm dolls, 23cm soft body doll, plush bears in various sizes from 25cm to 50cm, as well as the ever-popular play sets. The hero Big Bear House play set will continue into 2019. This product features both lights and sounds, and offers fans two floors across which they can base their interactive play. Siso Toys UK will support the Big Bear House line with TV, while new Masha & The Bear items will also be introduced in 2019.

Bandai UK 020 8324 6160 | www.bandai.co.uk Bandai’s Pomsies virtual pets look like fashion-poms, and each pet has a long fuzzy tail to wrap around wrists, backpacks and more. Their eyes light up and change colour to express their mood, and they have up to 50 different reactions when they’re played with. Pomsies Series 2 launches in Q1 with refreshed kittens from Series 1 and three new pets: Koala Sydney, Dragon Zoey and Puppy Lulu. Each Pomsies pet comes with a brush to keep their fur soft. Pomsie Poos are new for 2019 – a range of 12 collectible mini plush pom-pom pets with a wrappable, springy tail for wearability.

Sticker Fun is Bandai’s new and easy way to sticker. Featuring high quality, removable stickers, the Sticker Fun Stamper is available in three themes for Q1 – Animals, Princess and Smiley. Each pack comes with a Stamper and two Sticker Tubes containing 80 stickers each, offering hours of sticker-stamping fun. Sticker Fun Refill Packs with a further 80 stickers are available in even more themes, including Monsters, Glamour, Punk and Fashion.

Children can now make their own erasers from pixel templates, using Bandai’s Pretty Pixels Eraser Maker. Kids simply place the template into the mould, add eraser pixels from the pack and seal the pieces together safely in the microwave. The Deluxe Pack can make up to 16 erasers, in a variety of different themes, and includes 60 eraser material strips in seven different colours –1,260 eraser pixels in total. The Starter Pack has 25 eraser strips to make up to four medium and six small erasers from four different themes: Fashion, Sweets, Animals and Fruits. There are also two themed Mini Packs – LOL/OMG and BFF/Love - each containing enough pixels to craft up to eight small erasers. All packs contain a mould, template sheets and blank design sheets.

Series 2 of Smashy Mashy is available in the New Year and features all-new characters in vibrant orange ooze-reveal canisters. Bandai is revealing six new Squishy Creatures and their Squishy Buddies, all blind-bagged inside the ooze-reveal canisters and accompanied by a poster and ball-chain to create keychains out of the squishies.

Bandai is expanding its popular Rescue Runts brand with the Q1 introduction of Rescue Runts Babies, an assortment of 16 different 12.5cm plush creatures to rescue, love and care for. Each Rescue Runts Babies pet comes in its own windowed crate, and children can nurture them back into beautiful pets using the included brush and collar. The original 20cm Rescue Runts puppies are also being joined by Series 2 plush pets – two different Kittens – in early 2019.

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Q1 Ranges

Jazwares

020 3598 5119 | www.jazwares.com Jazwares has announced a number of new ranges launching during Q1 2019. Collectible Feisty Pets Mini Misfits Blind Figures appear small and cute, but when the back of their heads are pushed they get feisty. Each 2” mini animal figure comes inside a colourful pet carrier for added play potential. There’s an assortment of fun animal characters and three different expressions to collect and enjoy; kids can simply push the button on the back of their pet’s head to see their expression change. Three rare figures are also available.

The Roblox toy line from Jazwares is designed to ‘Power Imagination’ in the same way Roblox inspires participants in the online platform to express their creativity. Fans can take apart the characters in the physical toy line and mix and match parts to create new characters, just like they can in Roblox’s virtual world. The collectible characters are based on the creations of some of the most popular community developers. Q1 also sees the launch of Series 5 Mystery Minifigure Characters – 24 collectible blind boxes each containing a mystery figure, accessories, collector’s checklist and an exclusive virtual item code for Roblox users to redeem online.

Li'l Peepers Plush are cute and cuddly, make great friends for kids, and come in many different varieties. Each bright and colourful Li'l Peepers 6” Plush features big eyes which match their unique style. From dogs to cats and unicorns to giraffes, there are 11 different Li’l Peepers for fans to collect.

Petooties Pets are ultra-soft and realistic-looking mini-sized stuffed animals that fit easily in a pocket, making them an ideal take-along toy. These collectible plush are also stackable, allowing kids to create their own display of furry friends. Featuring a variety of dogs, cats and other favourite animals, there are 18 Petooties Pets to collect.

Kids can also bring the smash-hit video game Rocket League to life with the official Rocket League Mini Pull-Back Racers from Zag Toys. There are 12 new battle-cars to collect; eight mainline cars, three rare cars and one super-rare mystery car. Rare and Super-Rare cars feature electroplating and come with a code redeemable for a set of exclusive ingame Wheels and Rocket Boost. Each car comes blind-packed in a replica of the in-game Rocket Ball.

Alpha Animation and Toys 01293 804 599 | www.auldeytoys.us Alpha Animation and Toys will bring its Massive Monster Mayhem range to market in Q1 2019. Massive Monster Mayhem, which launches on CITV in November, is a sci-fi adventure TV game show, in which real children (known as Heroes) battle Monster Superstars to save the earth from Master Mayhem.

Alpha’s collection has been created to cover three Massive Monster Mayhem related categories; Armour up lets fans become their Monster hero; Bash ‘em up gives children the tools to take down their rivals; and Smash ‘em up lets kids create Massive Monster environments.

Key highlights of the range include Inflatable Bash Weapons, a collection that allows children to safely recreate scenes from their favourite Monster Superstars and Heroes. These extra-large weapons measure over 4 feet tall and are easily inflated. In keeping with the inflatable theme, Alpha has also developed Bash Armour, extra large fists and head gear, which are ideal for parties and games. Power Punchers are safe foam battle fists used for smashing. They feature motion-activated bashing sounds and phrases from the monster superstars, making them ideal for role-play.

Smacktion Figures of three monsters from the show - Dome Diddy Dome, Macho Cheese and Robro - are key to the collection. Each figure measures 7.5” and features characteristics of the monster depicted. For example, Dome Diddy Dome’s head can be shaken to reveal random objects inside his dome. The figures offer basic articulation to enable dynamic posing and action figure play.

The Major Disappointment Massive Monster figure is a hero product in the range. This figure is bigger and badder than ever and stands at an impressive 16” tall. Children can spin the drill in his chest to hear five phrases and sounds from the show. The figure comes equipped with a Smashmarine weapon, and removeable bunny slippers he can wear while he takes a break from destroying planet earth.

Alpha continues to build on its popular animation Super Wings, with long term plans in place for the top pre-school brand. Series 3 is due to launch late Q4/Q1 2019 with a twist on the plot; Mission Teams for each core character act as a basis for the new collection. Key highlights include Build-it Buddies. A new 3-in-1 transforming vehicle called Remi, a member of Donnie’s Build-it team, features a cement mixer, crane and dump truck. With space for other members in Donnie's team and the big construction claw, Remi lets Super Wings fans re-enact their favourite missions from the show.

Created with little hands in mind, High Flying Jett brings a new element to the collection, allowing children to launch Jett into the sky. Alpha will also be launching the new Series 3 characters across the popular Transforming Vehicle and Transform-a-bots formats.

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NEW

Must have Collectibles for Winter 2018

More quirky characters to collect and rare Pals to search for within squishy, squashy, fun-to-sculpt, BEST-SELLING Playfoam!

EI-1968 2-Pack EI-1967 Counter Display Unit (12 units)

Q1 Ranges

Schleich 01279 870 000 | www.schleich-s.com/en The spring show season will begin for the Schleich Horse Club with new mares and stallions that feature highly detailed manes and tails, plus matching accessories to ensure they will be best in show. Once the show is over, Hannah’s Guesthouse with Horses, complete with Ruby the Dog, will add even more choice to the already impressive line-up of play sets, figures and accessories for fans of all things equestrian.

New dinosaurs will take over one of the most popular collections. The spiny backed Animatarx and ‘winged’ Dimorphodon will be unmissable for dino collectors, and will join the relaunch of some top selling classics such as Giganotosaurus - a truly huge and highly detailed beast.

Monsters of a mythical kind will also be top of the agenda as the fight for the Superweapon of Eldrador Creatures continues. Each of the lands, Lava, Ice, Stone and Water will have a new figure join the battle, including the Fire Bull and Ice Spider.

For younger collectors, new animals from the pasture and pets found in the farmyard join the Farm World collection. An impressive Black Angus Bull will become the star of the farm and is joined by his doe-eyed calf, while a new a calf for the Texas Longhorn cow and bull makes the family complete. Not to be missed in the pet arena, the new Puppy Pen Playset is a 12-piece set, with three puppies, their pen and all the accessories they need, including a teddy bear.

Finally, the world of Wild Life sees some unfamiliar species join the line-up. The Komodo Dragon from Indonesia and the Quokka - a lesser known marsupial from Australia - join the Ring Tailed Lemur in the 2019 range. This range also includes the Okapi, the animal that was voted for by Schleich’s fans. Plus, ideal for playing, learning and discovering are the Schleich Wild Life Flash Card Sets. The combination of double sided flash cards and intricate figurines add even more possibilities to playtime.

The entire Schleich portfolio will be supported by a substantial PR and marketing campaign for 2019, including an Easter event to be announced in due course.

Rainbow Designs 01329 227300 | www.rainbowdesigns.co.uk

IMC Toys UK 01904 720 908 | www.imctoys.com Bloopies launched with strong sales in 2017, quickly becoming a best-selling bath toy. Now fans can meet the Bloopies Mermaids, beautiful mermaids that love playing in the bath. They squirt water out of their mouths when their bellies are pressed, blow bubbles when played with in a bubble bath, and when they are submerged in warm water the pattern on their tails will change colour. There are six Bloopies Mermaids to collect, and Bloopies Divers are also available.

In 2018, IMC Toys successfully launched its new line, Cry Babies Magic Tears.

Miniature versions of its best-selling doll brand Cry Babies, this unboxing collection features the cute little babies that cry real tears and have a magical story to tell too.

Now fans can explore the world of Cry Babies Magic Tears with Fancy's Vehicle, which converts from a pram into a vehicle with steering wheel and includes three accessories. Kids can fill the bottle with water to feed Fancy and squeeze her tummy to make her cry real tears, before collecting her tears and watching as steam magically appears out of the vehicle. Fancy and her vehicle appear in the hit Cry Babies web series, with a special episode - Fancy on Wheels - available to watch on the YouTube Channel Cry Babies Magic Tears or the Magic Tears website.

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New first quarter launches from Rainbow Designs, ‘The Home of Classic Characters’, include a colourful Tiny and Very Hungry Caterpillar collection starring Eric Carle’s timeless character. The spring launch, which ties in perfectly with the 50th anniversary of this evergreen brand as well as Very Hungry Caterpillar Day on 8th May, builds on Rainbow’s successful plush and developmental Very Hungry Caterpillar toy range.

Products in the Tiny and Very Hungry Caterpillar collection include a Ring Rattle, Comfort Blanket, Jiggle Attachable Toy, Booties, Activity Spiral and Activity Toy. Hitting the shelves this spring will also be a new range starring Disney’s most famous elephant, Dumbo, created to coincide with the launch of Disney’s Dumbo movie in March. Rainbow’s plush Dumbo toys are soft and cuddly, and available in three sizes. Retailers can complete Dumbo-themed displays with the Dumbo Ring Rattle, which features a chime sound.

Young Disney fans can also look forward to the addition of new lines in the Classic Winnie-the-Pooh Hundred Acre Wood collection, including whimsical and high quality soft toys for babies.

Q1 Ranges

Mattel 01628 500 000 | www.mattel.com Next year marks 60 years since the invention of the world’s No. 1 doll and the first ever fashion doll, Barbie. As fans enter its 60th anniversary year, the Barbie brand remains committed to inspire the limitless potential in every girl with the Barbie Dreamtopia Feature Mermaid, Babysitter Assortment and Doggy Daycare set.

Fisher-Price continues to support parents and children in being ready for every milestone, with new offerings in BabyGear and Newborn, including the 3-in-1 Spin & Sort Activity Centre and Coffee Cup Teether. Infant introduces the Sit-to-Crawl Learning Fox, plus the Laugh & Learn Busy Learning Tool Bench and Silly Sounds Piano, while pre-school introduces the Little People Helpful Neighbour’s Garage.

Thomas & Friends introduces kids to the bigger world around them through dynamic new content and products. Key items include the new TrackMaster Dragon Escape Set and TrackMaster Thomas & the Windmill Set, while Super Station continues at retail. TrackMaster also introduces new collectible engine characters.

Following a successful re-launch in 2018, Polly Pocket - the original compact doll has all new compact themes for 2019 in the miniature size as well as larger play sets.

Hot Wheels drives its Challenge Accepted ethos further than ever in 2019 with a continued partnership with Nico Rosberg, along with the new Hot Wheels City Smashin Triceratops and the new Hot Wheels Monster Trucks range.

Rounding out the company’s Q1 offerings, Mattel will also introduce the Disney Pixar Toy Story Legacy 7” scale action figures range and new innovation in preschool with the Imaginext range.

Craze Toys (49) 721 38 13 47 | www.craze.toys New from Craze Toys is Growing Eggs. Available in two sizes, kids can choose from the Unicorn Egg in regular size or the Magic Pony Egg in XXL size.

Once submerged in water, the shell of these eggs starts to break, revealing a tiny Unicorn or Magic Pony. Within three to five minutes of being in water, the creature inside will have transformed into a full-size play doll. Once out of the water, the Unicorn or Magic Pony will begin to harden, and after a couple of days will have become strong enough to provide many hours of imaginative play.

There are six XXL Magic Pony Growing Eggs to collect, with each rainbow-coloured egg containing a different figure. For retailers, a colourful Magic Pony themed counter display containing six eggs is available. The Unicorn Growing Eggs come in four varieties of egg and six different Unicorn figures, and the range is supported with a unicorn-themed counter display which holds 12 eggs.

Also available for impulse and pocket money purchases is Craze Magic Dough Fruits.

This dough is extremely stretchy and malleable; it melts, breaks up and bounces like a bouncy ball. The dough comes in six different appealing fragrances: strawberry, watermelon, peach, coconut, vanilla and cherry.

Craze Magic Dough Fruits come in a handy tin containing 80g of dough, with an eyecatching design inspired by the fruit fragrance within. A six-tin fruit-themed counter display makes this an ideal POS line.

Vivid Imaginations 01483 449944 | www.vividtoysandgames.co.uk Having recently been appointed as UK master toy licensee for Ryan’s World, Vivid will be launching a toy range inspired by the successful YouTuber in early 2019. Already a hit in the US, the Ryan’s World range will include blind bags, squishies, plush, action figures and more. With a variety of content on his channel Ryan Toys Review, including toy reviews, animation and family vlogs, six year old Ryan has created fun, engaging characters which have their own videos such as Gus the Gummy Gator and Combo Panda. These and other characters - including Ryan’s Super Hero alter ego the Red Titan and Peck the Penguin - will also be featured within the toy line up.

Following on from the launch of its Squeezamals line last year, Vivid is tapping into the squishies trend further in 2019 with the launch of Splishies, a super soft range of animals with squishy, splashy insides. Available in two sizes - Splishies and the larger Super Splishies - there are six different characters for kids to collect. Shaking, squishing and squeezing them will reveal the glitter and charms swirling inside their bellies.

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NICK.COM/SPONGEBOB © 2018 Alpha All rights reserved. © 2018 Viacom International Inc. All Rights Reserved. Nickelodeon, SpongeBob SquarePants and all related titles, logos and characters are trademarks of Viacom International Inc. Created by Stephen Hillenburg.

Q1 Ranges

Little Tikes 08450 533 333 | www.littletikes.co.uk Building on a successful 2018, Little Tikes heads into 2019 and its 50th year in the industry with a strong line-up of new products alongside the brand’s core offering. The brand will continue to focus on outdoor play together with traditional, IPS and ride-on categories.

Fantastic Firsts from Little Tikes lights up imaginations, encourages children to take their first steps and builds confidence from a young age. The Sleepy Stacker, Singing Sorter and 3-in1 Activity Walker bring classic play patterns to life and inspire development through play, while a brand new addition to the Fantastic Firsts range for 2019 - Peeky Pals – also joins the range.

Rounding out the company’s new offering, YouDrive, a new segment from Little Tikes, will bring the concepts of control, direction, speed and spatial awareness into play with full function, remote control cars. Kids can create endless competitive circuits with YouDrive Flex Tracks and an assortment of four YouDrive cars.

Hasbro 0208 569 1234 | www.hasbro.co.uk With Hasbro’s Playskool Top Wing range, coming to the UK in March 2019, kids can join their favourite rescue birds-in-training - Swift, Penny, Rod, and Brody - and explore the importance of teamwork as they recreate scenes from Nickelodeon’s animated pre-school series Top Wing.

Hasbro’s poseable 3” Playskool Top Wing figures and vehicles are ideal for kids who want to take their cadets-in-training on imaginary missions as they save their friends and community. All four characters and vehicles are available to collect, each sold separately.

With the Playskool Top Wing Academy Mission Ready Track, Top Wing cadets can race to the finish line. Two Playskool Top Wing Racers can be loaded into the top of the track and fired with the double vehicle launcher to send them on their way.

The Top Wing Racer figures will race down spiral tracks and launch into the air off a ramp as they aim to be the first to reach the spinning badges. The play set features a diverter that lets kids switch from one track to the other, while the spinners at the finish line rotate for an exciting finale. This track comes with the Rod Racer vehicle; additional Playskool Top Wing Mission Control Racers figures are sold separately.

Canal Toys 07492 411 142 | www.canaltoys.fr/en So Bomb DIY is the latest addition to Canal Toys’ arts & crafts range. These creative kits make it simple and fun for children to design and make their own fizzy bath bombs. Everything required is inside the box and each pack includes a charming collectible. Kids can design a bath bomb in three easy steps; mix the ingredients, pour in their chosen coloured powder, confetti and cute surprise, put it in the mould and let it set – they will be ready to use within two hours. The new range includes So Bomb DIY Factory, So Bomb DIY Vanity Case, So Bomb DIY 3 Pack, and individual So Bomb DIY Bath Bombs. Available from Boxing Day, these are a great addition to any arts & crafts category.

New for 2019 is a range of colour changing So Slime DIY packs. Following the success of the best-selling So Slime DIY range, slime fans can enjoy watching this slime transform and change colour in their hands.

Available in 3 Packs and individual So Slime DIY pots, these packs are ideal additions to pocket money and collectibles ranges.

Bringing a new dimension to the popular So Glow DIY which launched this year, Canal Toys is expanding the range with Glow in the Dark decorations. The new So Glow DIY Glow in the Dark 3 Pack Mini Jars allow children to take their creativity to a new level, as they add even more magic to the DIY experience.

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Q1 Ranges

Posh Paws 01268 567317 | www.poshpawsinternational.co.uk Posh Paws has been confirmed as the official plush partner across EMEA for the 2019 release of How to Train your Dragon: The Hidden World. The range includes small, medium and large versions of the key Dragons from the franchise, and as an added extra the medium and large plush come with glow in the dark features to really bring each dragon to life.

2019 will also see Posh Paws bring a plethora of Disney properties to life in plush form. Aladdin, Dumbo, The Lion King and Toy Story 4 are all among newly signed deals for launches early next year. With all four properties set for 2019 movie releases, the Posh Paws collections are ideally positioned for new and existing fans looking to collect their favourite Disney characters.

Collections will all include classic characters such as Woody, Aladdin, Dumbo and Simba in a range of sizes.

Casdon 01253 608 428 | www.casdon.com Casdon’s Little Helper collection is the home of Dyson replica vacuums. These toy vacuums feature real suction and the same cyclonic action as an actual Dyson. The Dyson Cord-free Vac is a direct replica of the life size cordless Dyson and has been specifically designed to be true to life, right down to the last detail. The model, which boasts the same bright colours as the real-life vacuum, features working suction, realistic sounds, twist and turn action and mesmerising spinning beads - just like the real thing.

Worlds Apart 0800 389 8591 | www.worldsapart.com Following the brand’s successful autumn/winter launch, Worlds Apart is set to release more Scruff-a-Luvs for 2019. Brand new to the range for spring is Scruff-aLuvs limited edition Blossom Bunnies, which will mark the first of five new lines being released in 2019.

These unloved and abandoned Blossom Bunnies arrive as a sad ball of matted fur, but once they are bathed, dried, brushed and loved, their rescuer will discover which special bunny they really are.

Each Blossom Bunnies pack contains a mystery colour bunny, offering kids the opportunity to rescue Lemon Drizzle, Posie or Peppermint. Only by saving a Scruff-a-Luv will kids find out which limited edition bunny they’ve adopted. Each Blossom Bunny comes with a special flower crown accessory, grooming brush and adoption certificate.

These limited edition bunnies will launch in-stores from Boxing Day with a TV campaign running from the end of December and throughout the first half of 2019, along with influencer activity and digital marketing.

In addition to Scruff-a-Luvs, new releases within Worlds Apart’s licensed range include a capsule collection of Toy Story products ahead of the Toy Story 4 movie release. These include a Buzz Lightyear GoGlow Buddy nightlight and torch, as well as a Junior ReadyBed. There will also be new additions to the L.O.L Surprise! licensed offering, including a new GoGlow night light.

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Company Profile

Jakks

The house that Jakks built Toy World caught up with Jakks managing director EMEA David Carscadden and UK senior marketing director Ken Goodison to see how the company has fared this year, and to get a sneak peek of the company’s 2019 range.

2

018 has proved to be a very good year for Jakks. A number of its new introductions have comfortably exceeded expectations, especially its Incredibles range, while the success of Morf Board and Master-aMillion has seen the company establish itself as a force to be reckoned with in the outdoor category.

Catching up with David Carscadden, managing director EMEA, at the start of the 2019 preview season, it is clear he is very happy with this year’s performance. “We’ve come a long way in a short space of time,” he explains. “We’ve really extended our capabilities here in the UK; the office now serves as the company’s European HQ, supporting our sales teams across the continent, as well as the Middle East and Africa. My role now involves overseeing the whole of EMEA, which I believe has given us a new sense of clarity and focus in the region. Flexibility has always been the key to our success; we operate different business models in

different territories. We just needed someone to help bring it all together. It will be my 10th anniversary with the company in January and I feel it’s given me a new lease of life.”

In a year when some of the larger toy companies have found trading conditions challenging, Jakks has enjoyed some notable wins. “We’re in a good place right now,” says David. “We have such a breadth of product that when one range begins to tail off, we have plenty more to take its place. Incredibles took a lot of people by surprise, not just in the UK, but right across Europe. A number of retailers came on board quite late in the day, so sales were still increasing well into August and September, long after the movie was released. Looking at the next few months, Home Entertainment releases are always strong for Pixar titles, so we are anticipating a good Christmas period and for that to continue into Q1. I genuinely believe Incredibles can go on to establish itself as an

Toy World 50

evergreen brand like Toy Story.”

Looking ahead to 2019, David is equally optimistic about prospects for the coming year.

“Things are looking good for 2019, and we are expecting strong growth across the whole European market. The release of the new live-action Aladdin movie will give us a great early-year opportunity, Harry Potter will continue to be a phenomenal performer and, of course, we have Frozen 2 coming towards the end of the year, which we’re hugely excited about.”

However, Jakks’ success is no longer entirely reliant on character licensed merchandise.

“Alongside our licensing ranges, we recognise the importance of developing our own IP, to ensure we have a balanced portfolio,” David points out.

“Squish-Dee-Lish has been huge for us this year, and we’re continuing to expand the range next year.

We’ll also be launching two new collectible ranges in 2019, which we’re all really excited about.”

Jakks

Ken Goodison walked Toy World publisher John Baulch through the 2019 range; here are some of the highlights, according to Ken: “As well as our continuing strong partnership with Disney, over the past few years we’ve developed partnerships with other key licensors, such as Warner Bros and Nickelodeon. Harry Potter has been a massive success for us, especially the feature wands.

We’ll be launching a range of play sets in 2019, all with magical features and movement, which will complement the wand line and give us a strong range offering.

Our Nintendo business has transformed in the past 18 months, since the launch of Switch. Tying in with the new game releases has enabled us to extend our range significantly, and with a new movie on the horizon in 2021 we’re confident it will continue to grow.

Megaman is a classic boys’ property, based on a Capcom video game from the 80s. The TV series will be broadcast in the UK on Pop TV from September and it will roll out across Europe next year. We’ll be launching our range in spring.

The Pull My Finger game has performed really well for us this year; it’s easy to play, consumers can pick up the rules quickly, and it lends itself perfectly to social media. We’ll definitely be expanding our games range in 2019.

The Godzilla movie will be released in May. As an iconic brand it already has a huge fanbase, and the new film will give us a great opportunity in the core toy/collector market.

We’ve signed a worldwide licence for Lego Movie 2 on our Disguise range of dress-up suits. Our highquality, padded suits are perfect for this brand.

We’ve doubled our business on the Maui outdoor range in 2018, driven by Master-a-Million and Morf

Company Profile

Board, which have both been hugely successful. We sold out our initial stock of Morf board within days of it arriving. Next year we’ll be extending the range by introducing an electric scooter for autumn/winter.

We’re also extending Master-a-Million via a new Ringers segment - this time you spin the ring round your finger and count the revolutions. For 2019 we’ll be bolstering our presence in the outdoor category by offering the key Maui lines domestically.

Our range of Ride-Ons has grown through the acquisition of key licences, including Paw Patrol, Peppa Pig, PJ Masks, Blaze and the Monster Machines, and Shimmer & Shine. We design the product to truly reflect the property, not just add a few decals to a standard model. We adopt the same approach with ball pits and we’ll also be introducing a range of licensed tents for autumn/winter 2019.

Many people are suggesting that 2019 could be the year of the llama, and we’ll be introducing a brandnew collectible range to tie-in with the trend, Who’s Your Llama. There will be a selection of figures which all have amusing names (Note: Barack O’Llama was John’s particular favourite) and will either spit, grin, blink or stick their tongue out. Each figure will comes packaged in a camper van, and with heavy TV support planned for the spring, we’re confident that it will be a popular introduction.

Our girls’ range remains a pivotal part of our offering. We have been pleased with the performance of our DC Superhero Girls toddler dolls this year, while we’ll be ‘trending up’ our Disney Princess range next year with the introduction of vanity units, as well as life-sized dolls and accessories. I’m also really excited about the Disney Princess Style Collection, a thoroughly modern take on role-play for children of millennials – the products they see their parents using are very different to the past, and we

have reflected that with the styling of the items in the range. We’ll also be establishing a new category within the 6” doll segment, with the introduction of play sets for autumn/winter. With 2019 being the 30th anniversary of The Little Mermaid, Ariel will be a big focus for us next year. As, of course, will Frozen 2 – although naturally everything is still under wraps at this stage. We’re also really excited about the liveaction Aladdin movie, which will be released in April; we’ll have a broad range of dolls and role-play items based on the property. Finally, Fancy Nancy has been flying in the US, and with the TV series due to start broadcasting on Disney Junior in Q1, we’ll launch the range in time for autumn/winter.

Incredibles has exceeded our expectations this year, with sales continuing to increase long after the movie was released, so we’re anticipating good spring business. We also have an iconic Toy Story 4 line which we think will be big winner: the Tabletop Star Command.

Keep a firm eye on our debut into licensed pre-school – Becca’s Bunch will be the star of 2019, supported strongly on PPV and FTA. With more to come in this area the business is suitably rebalancing across core divisions.

Overall, I believe we have a really strong line-up for 2019 – the breadth of range means that there is a lot for us to go at. We were delighted with the response to the 2019 autumn/winter line previewed in LA recently, and we will be holding further previews in the UK in November.”

Q1 Ranges

Character Options 01616 339 800 | www.character-online.com Character Options’ Mighty Beanz are collectible Beanz that come alive. Mighty Beanz are bigger than ever and return with a unique unboxing experience, a new bean design and all new ways to play. Driving the range is the Mighty Beanz Slam Pack; kids can unwrap the packaging, slam the top and watch as the Bean Pod expands and the Beanz burst out. Once revealed, these Beanz are ready to flip, roll and race their way to becoming one of the hottest crazes of spring 2019, with over 120 individual hyper-illustrated characters to collect, including Rare, Ultra Rare, Super Rare and Mighty Rare Beanz. There is also a Limited Edition Golden Hero Mighty Bean to find.

At the pocket money end of the scale is the Mighty Beanz 2 pack. When kids tear off the wrapper, they’ll find a collectible Beanz Container. There are 24 containers to collect, and inside each container are two Mighty Beanz.

When kids aren’t displaying their Beanz, they can race them instead. The Mighty Beanz Slammer Time Race Track offers the ultimate race challenge; slamming a fist down onto the bellows shoots the Beanz up the chamber and onto the racetrack. Kids must dodge the Slammin’ Hammers or they’ll become a battered bean.

Alternatively, the Flip Track lets fans show off their Mighty Bean balance and skills as they flip and trick their Bean down the track. Each Flip Track has a unique challenge to master and, when not in use, folds up and can be clipped to a belt so kids are always ready for action.

Mighty Beanz will launch with a huge global Golden Beanstalk Event plus TV advertising, online campaigns, sampling and more.

Character Options’ brand-new collection of fashion dolls – Boxy Girls - is already making waves in the US, and is bound to be a hit with fashion conscious fans in the UK market too. The four Boxy Girls characters love shopping online and collecting high-end clothes, make-up, shoes and accessories. Each character is special in her own way; Brooklyn loves snapping pictures of her favourite food and anything colourful, Nomi enjoys everything with sparkles and bling, Riley is into music and Willa loves the beach and boho fashion.

Each Boxy Girl comes with four specially designed carton boxes filled with clothing and accessories, while Fashion Packs add to their wardrobes with a further six secret boxes containing a host of surprise fashion items. There are over 100 different accessories and fashion items to collect.

Funrise 01908 555 640 | www.funrise.com

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

New for 2019 from Funrise is a master toy range based around Paramount’s Easter movie launch, Wonder Park. Funrise has created a collection of play sets, figures and plush featuring characters from the movie, to really bring the movie to life for fans.

At the heart of the rage are the Wonder Chimps, which will be available in blind bag collectible, wind-up and scented plush forms.

With over 5,200 chimps featured in the film, the collection is sure to appeal to the fans of Wonder Park.

Kids@Play will continue to bring new product to market at the speed it becomes available, and has confirmed that Cutie Fruities collectible plush will launch from the February half term. The secret-reveal packs contain scented plush collectibles with nurturing play patterns. The range has been a sell-out success in the USA, with the positive consumer reaction signalling another strong line for the company. To coincide with spring and the change in season, Kids@Play will also introduce its Huw’s Nursery gardening kits, which will be supported by a major social media campaign. Both new ranges will be available alongside perennial favourites from the likes of Falk, Ecoiffier and Kids@Play’s own-brand ranges.

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Fun 3D characters

Q1 Ranges

Magic Box Toys 01403 251 286 | www.magicboxint.com Hitting UK shelves in March 2019, Moji Pops Series 1 is made up of everyday objects brought to life as fun-loving characters with an array of colourful emotions based on popular emoticons. From an ice cream to a cactus, and a television to a pillow, each 90p blindbagged character has a removable double-sided face; kids can flip it over to switch between emoticon-based expressions depicting a huge variety of sentiments, or even swap faces with another character in the collection. Children can also switch their character’s mood with six differently-coloured face pieces, each with two distinct emotions to alternate between. There are 90 different characters to collect, from the worlds of pets, home, nature, travel, music, food and sport, including six ultra-rare Glitter Moji Pops.

The accompanying accessories and toy range aims to bring the world of Moji Pops to life, offering hours of role-playing potential for young Moji Pops collectors. 12 different boxed Story sets include two Moji Pops and a mini stage for them to act out a scene, while six different Photo Pop blister packs each contain four Moji Pops, photobooth-style accessories, display stand and a mini photobooth frame. The Blister Glitter Surprise blister 8-pack comes with six Moji Pops plus two surprise ultra-rare Glitter Moji Pops, and there are four different ‘I Like…’ play sets too: I Like Ice Cream, I Like Pets, I Like Party and I Like Movies.

These contain two themed Moji Pops, various pieces of scenery and accessories.

Moji Pops’ UK launch will be supported with TV advertising, webisodes, digital marketing, social media and a robust PR campaign from Playtime PR, which devised 2018’s award-winning launch for Magic Box’s SuperZings brand.

H. Grossman 01416 132 525 | www.ozbozz.com The majority of the HGL range will be revealed at Toy Fair, but the company can confirm that it is releasing more plush ranges including sloths, llamas, flamingos and a gorilla.

A Pegasus unicorn and a Unicorn Rocker will be available for pre-schoolers along with new bikes and ride-ons, including a light up trike specifically for younger children.

New slime and putty ranges will have a planetary theme, including Uranus putty and a new Meteor squeeze ball.

Tomy 01271 336 155 | www.tomy.com Tomy is entering Q1 with new releases from its Tomy Toomies collection. Pop & Hatch is a new character-lead product, hatched from Toomies’ Hide & Squeak Eggs and featuring Sora the Chick. The product will have kids crawling around as they chase after Mama Chicken and her baby chick.

To use, kids simply push the mama chicken’s head down to make her run off with her egg. Suitable for infants aged nine months and over, Pop & Hatch encourages development in motor skills and mobility.

Toomies’ Pop & Hatch will be supported through a social media campaign in partnership with celebrity mother Billie Faiers, as well as TV advertising in the run up to Easter 2019.

Trends UK 01295 768 078 | www.tomy.com New for 2019 from Trends UK, the creator of Sweet Pups, is Wild Cakes, a range of scented plush wild animals which kids can transform into delicious looking cakes by turning them inside out. There are 12 characters to collect featuring five different scents: Strawberry, Fresh Baked Bread, Citrus, Pumpkin and Chocolate. Each Wild Cake has their own fun character name and back story, to drive collectability and increase the play potential. Following the success of Sweet Pups, which were launched in 2018, Trends expects its new Wild Cakes range to replicate the popularity of its predecessor by once again tapping into the popular trends of food, collectibles and animals.

As one of the UK’s leading suppliers of science toys, Trends’ has refreshed its popular and award-winning Science Mad brand with vibrant new unisex packaging. The company is also introducing four single experiment kits for Q1, which allow kids to make a potato clock, paper cup speaker, a single crystal or a mini volcano.

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Q&A

Schleich

Made to measure This year has seen a great deal of change for Schleich UK, with a new country manager - Thomas Randrup – joining the company, along with new faces on the sales team. With the extension of core properties within ranges including Horse Club and Eldrador Creatures, and a new year of activity in the planning, Toy World caught up with Thomas to find out more.

Wildlife 4x4 Jeep and the Farm and Tree houses are doing well, and our Dinosaurs collection is always in demand and is key for any stockist. Of course, the year of the unicorn has also had its upsides for bayala, and the unicorns within the collection have sold extremely well, opening up the fan base for the property.

What impact have you noticed from the closure of Toys R Us – have other retailers stepped up to fill the void?

How has 2018 been for Schleich?

It’s fair to say it’s been a bit of a whirlwind introduction to the world of Schleich for me, and I’m looking forward to 2019. In terms of trade for 2018, it’s been decent year for Schleich in what has been, overall, a difficult year for the market.

Our core collections have been very well received, and the new play sets in each range are in high demand. Now it’s time for us to build on this.

What have been the standout performers so far?

Horse Club, Farm World and Wild Life are the top performing areas, the success of which can be attributed to the depth of the collections and the fact that this is what we are renowned for.

The 2018 play sets, such as the Horse Club Caravan and Large Stable, new

Toys R Us was without doubt an important customer for Schleich, but we are fortunate to have a wide and loyal distribution base. In order to fill the void, we have been able to increase offerings elsewhere. It is important to remember that we can create bespoke solutions for retailers that make for great theatre in-store, and we have definitely seen an increased appetite for this as retailers seek to make themselves more of a destination.

How can retailers maximise sales of the different Schleich ranges?

Attractive displays and variety of products that suit each particular setting is essential. The bespoke way in which we deal with our customers means that we can create something which is perfect for that location, whether it’s large model theatre, such as the Lions, Tigers and even Dinosaurs that can be placed in store, right down to smaller offering for smaller footprints.

How important is in-store theatre across your category?

It’s very important, and creates the magic of

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visiting a toy store that can often be missing for today’s children. Imagine being four years old and visiting a store that has a lifesize Lion surrounded by a massive array of replica figurines.

It’s a ‘wow moment’ that keeps customers coming back and picking up a new piece every time. Of course, we know we can’t offer a life-size lion in every space, but that’s why we create Schleich events such as in-store Dino hunts too.

Are you excited about what is coming up in 2019?

Absolutely. We have some dynamic growth targets over the coming year so plenty to get stuck into, and it’s likely we’ll need to strengthen our team further in the near future. We have new products launching in January across all of our categories, so we hope to make a very strong start to the year. For Farm World, there are all new animals to discover, plus ready to go play sets such as the new Puppy Pen and a working Horse Stable. Wild Life will see new animals join the line-up, and this year we have a play mat that will provide the perfect back drop for playing with them. The Schleich Horse Club remains a big focus for us, and we will build on the considerable success we have already achieved in establishing it in the market. Key new pieces such as the Rider Cafe and Playmat will complement the existing range perfectly.

In addition to all the new products, we also have some key events to look out for; watch out for our Red Rabbit event in spring plus many other promotional opportunities. We will also be investing considerably more in our marketing support from 2019 onwards, as we look to significantly raise the brand profile of Schleich in the UK. All we can say is watch this space.

Viewpoint The season that gets the blood pumping!

T

his is the time of year where the anticipation kicks in; of what final quarter sales will look like, whether you’ve ranged the right lines - and the right quantities - and do you have promotions and offers that allow you to compete? Lots of questions, and the answers will only be revealed at the end of the year.

Toymaster is gearing up to provide the tools that allow our members to compete; we have an exciting Christmas window feature and in-store POS that will allow members to create a really festival feel in store.

Paul Reader After many years’ experience in toy retail buying, Paul is now product manager at Toymaster, the buying group for independently-owned retail stores throughout the UK, ROI and overseas.

It’s always exciting to see how the market shapes up. A year ago, I talked about 2017 being a good year for collectibles, with slime and Crazy Aaron’s Putty in particular stealing the show. We had good support from our suppliers, and generally the year ended in a good place. So, we were looking forward to 2018, having recognised the expansion and considerable switch by most suppliers to have a collectible range of some sort, which independent stores can merchandise particularly well.

Back in October 2017, it would have been a brave person to predict that MGA’s L.O.L Surprise! range would have the kind of impact on sales that it did, a performance which has taken the brand to a whole new level. Although I have experienced many best sellers and must have toys throughout my career, I have never witnessed anything like the phenomenal sales that L.O.L Surprise! has brought to toy stores. If only L.O.L had been incremental sales, we would all have had a fantastic year. However, the reality is that sales impacted on just about every other category, with the exception of the action figure sector – and this has been hit by the Fortnite app game spend.

So, MGA enjoyed the best year ever. Having won Toy of the Year for 2017, they simply pushed on harder and faster. Every retailer in the land has been chasing MGA constantly for stock and as we move into the key selling period, it becomes vitally important to maintain stock levels and predict if you have enough cover to last. L.O.L Surprise! sales have dominated the NPD Top 10 for months, and I guess it will be the same in the run up to Christmas.

Thankfully independent toy stores are not just reliant on selling L.O.L. Surprise! The start of the year saw strong sales from slow rising foam products, and a number of other collectibles performed well.

Many of our top brands, which we consider to be “destination” ranges, have performed well, and we continue to get good support from our top suppliers. Some members may have individual issues with certain brands from time to time, but it is simply about having the right relationship with your sales managers to ensure that they understand the needs of your business and how important the supply chain is to your cash flow.

I would always encourage suppliers to “positively discriminate in favour of the independents” – our value of orders may not be as big as others, but our loyalty and knowledge, along with 265 stores throughout the UK and ROI, offer the shelf space to launch product quickly. We are not governed by strict seasonal range plans, and early sales should generate repeat orders, which is a simple and effective way of understanding if a range is working.

I get a little frustrated hearing that a supplier has chosen to take a short-term view and launch exclusively with a particular retailer. Independents thrive on new ranges and brands, and given

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we only sell brands (we don’t have own label products competing with suppliers’ shelf space), it would make sense to consider working with the independents. It is quite a tough ask sometimes to get the independents to support a launch, when it has already been in the marketplace for a few weeks or months. I would suggest that suppliers at least consider the independents alongside their major launch partner.

For me, the preview season represents an opportunity for us to examine what exciting brands and ranges are available for 2019 and how they fit with our plan. Building our relationships with licensors has allowed us to get closer to the brands and provided us with a head start when it comes to knowing which company has been allocated the master toy licence.

Previews have once again thrown more collectibles at retailers; the toilet humour phase appears to have been replaced by the snot phase, and only time will tell whether it is something kids will embrace. The launch of the Fortnite toy line is something I’m looking forward to, along with the Toy Story 4 movie. Robozuna looks like an action figure line worth serious consideration, plus the Lego Movie 2: The Second Part is sure to keep the brand at the top.

However, having recently been presented with details of the 2019 L.O.L Surprise lines without images or confirmed pricing, this is something that buyers find a real frustration. Putting your numbers behind a line that you have not seen is a little alien to me, but I guess the spread sheet buyers of today are totally happy. It remains to be seen if L.O.L. Surprise will dominate 2019 in this great industry of ours, but after this year, anything is possible.

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Buzz Bee Toys (HK) Co., Limited Unit 1206-08, Tower B, New Mandarin Plaza, 14 Science Museum Road, Tsim Sha Tsui East, Kowloon, H.K

For appointments contact Frank Tiessen, frank@buzzbeetoys.com

Viewpoint Vance Withers Vance is an experienced company director, now running The 496 Partnership. He has previously worked at Worlds Apart, as a commercial consultant and in the FMCG industry.

Do you have the right ingredients for success?

A

nyone that knows me well will be aware that amongst my many passions are two key things – working to develop people and cooking.

Up until now I’ve been able to enjoy both separately from each other, but now I’ve found a way to combine them, or rather, combine their principles. Allow me to explain…

If you’re reasonably confident in the kitchen, you’ll probably cook without a recipe and follow tried and tested methods. You’ll do what you do in the way that feels familiar and comfortable to you. Maybe if you want to try something different, or want to get an improved result, you might follow a recipe. The benefits of strictly following a recipe are that, not only will you take time to source the right ingredients, you’ll understand how to treat them to get the best result.

Whoever you are or whatever your experience level, you’ll use similar ingredients to create a standard dish. For example, to create a chilli, we’ll all use red kidney beans and for a paella, we’ll all use rice. Get past these standard ingredients and each one of

us will probably add something extra to the dish.

However, without the fundamental things in place, we won’t get the results that we were looking for.

As I mentioned earlier, how you treat the ingredients will affect the final result: boil for too long or too short a time and the ingredient is spoiled. Heat too quickly and you’ll burn whatever it is that you’re cooking. Many of us lack the confidence to leave a dish alone once it’s on the hob or in the oven; we prefer to keep ‘messing’ with it. We feel that somehow this will improve the outcome but, as we usually find out, it doesn’t.

In business as in cooking, it’s important to have the right ‘ingredients’ in place to start with. At the recruitment or selection stage, it’s essential to be clear what those are. Have you ever been asked (or asked the question yourself), “have you got what it takes” or heard someone described as “being made of the right stuff”? Simply put, are the right ingredients for success in place? It’s absolutely right to add your own ‘ingredients’ – those that might be personal to you, required by the situation that you find yourself in, or ingredients which are particular to the culture and outlook of the business. Without the basics however, life could be challenging.

For example, to create the best salesperson we need certain things in place: core skills, key knowledge and certain essential behaviours. After these you can add those things which are particular to your business, your industry or your particular sector. However, without the core in place, you’ll need individuals to excel in other areas to go some way to making up the shortfall. And by treating the key ingredients in the wrong way by over-managing them, overall performance will be significantly affected.

A new initiative at the 496 Partnership is the establishment of the 496 Kitchen, where we work with talented individuals and businesses to make

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sure that the core ingredients are identified, and managers are supported to harness the knowledge, skills and behaviours that exist. By putting individual development plans in place, we ensure that the ‘talent’ is fully developed to match current and future business and individual requirements.

Over the coming weeks, I’ll be releasing a series of video shorts that will highlight the essential ingredients required for key disciplines, functions and events that exist in many businesses today.

From Management and Leadership, from Selling to Salespeople, all videos are designed to make you consider what you currently have in place - and what changes could or should be made.

Clearly, I can’t cover anything particular or personal to your business, but I will cover the essential ingredients that MUST be in place in each function, role or event to ensure that you have the right foundations in place from which to build continued success.

Once these ‘essentials ingredients’ are in place, how you combine them and how you ‘cook’, ‘boil’ or ‘simmer’ each one of them will significantly affect your results in delivering the highest levels of attainment and performance within your business.

Be careful not to over manage or impose too many controls if you want to avoid individual performance being adversely affected.

It’s critical to take time out to assess the capabilities of your business: to break out of the short term, look forward to find where the potential ‘gaps’ in knowledge, skill and behaviour might be, and adjust your approach to make sure that you future proof your team and your business.

If you’d like more information on any aspect of the programme or to discuss any particular challenges that you are facing, please don’t hesitate to get in touch – vance@496partnership.com.

Viewpoint Eyes wide forward

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.

Break the rules – join the toy industry!

Nat Southworth Nat is managing director of Kids@Play Ltd, has bought toys for Asda, and held sales & marketing positions with Vivid, HTi, and Hornby. He is completing an Executive MBA at the University of Leeds.

S

o many newsworthy events happened in the toy industry in 2018, on both a macro and micro level, it is impossible to chronicle the year in this column. There has never been a period of change like this in the history of toys, and therefore setting out a detailed 3-5 year strategy would be ill advised and a waste of time for all but the most stable and resilient of companies. Current times need agile, fleet of foot organisations looking to take on and multi task the unexpected growth opportunities that arise.

Despite the general down-beat sentiment at the tills for most of the year, 2018 will be remembered as a great year for product and ‘break out’ performances from some toy

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companies – and retailers - that have excelled in their efforts to take on the more established industry players. It was a year that Christmas retail top 10 Toys came much later and faded much faster into the general news.

During Q4 so far, the frequency of press releases in relation to the toy industry in general has been subdued, although one highlight has been the stateside return of the FAO Schwarz brand. With fewer players on both sides of the fence, it was inevitable that ‘industry buzz’ was going to drop a notch or two in the later part of the year, once the TRU headline story of 2018 was all but 99% complete.

So, what does 2019 hold for the toy industry? On the retail side, I would

uoyed by the hilariously witty banter from friends and former colleagues about the “spring in my step as I get to work in the toy industry,” which was clearly the main point of my last article, I have decided to write about the brilliant pieces of advice we’ve all heard along the way, such as “Don’t talk to strangers” – and the fact that these pieces of advice become the antithesis of what you actually need to do….later in life.

I am breaking the ice. Different cultures approach the challenge of breaking the ice in different ways, but I think the British are often a little restrained when it comes to crossing the line of engagement.

It’s the eve of the Brand Licensing show, and I was thinking about all the strangers we will meet. Many will have swapped emails or tracked each other down via LinkedIn. Heaven forbid…some strangers might even walk on to the stand unannounced! Luckily for the licensing community, they aren’t praying someone will write an order, (admit it - we’ve all said it!)

Naturally, I shook his hand and introduced myself right back. By the time we had landed, I had been humbled and inspired by this seventy-four year old Vietnam War veteran who, following his military career, dedicated himself to the International Red Cross through a life of volunteering.

For all attendees, it is a time to cast off the uncomfortable feeling of fear of talking to someone unknown and get stuck in. For many of us, that is not a natural or indeed comfortable feeling. I for one feel uncomfortable blowing my own trumpet to strangers.

Often, I kick myself afterwards for forgetting various pertinent pieces of information, but at least

I was reminded of this last week as I got on a plane bound for China.

As I was about to sit down in my seat, the gentleman next to me arrived, reached across his hand and said,” I’m Peter, great to meet you”. I looked up to be met by a big beaming smile. Nationality…

Australian!

I thanked him for sharing his story with me, and we swapped contact details. The next day he sent me an email thanking me and telling me my story was inspiring (not versus his – I can assure you!). He found the toy industry fascinating and was wishing me every success in building the Kids@ Play business.

It’s amazing the impact a verbal interaction and an email follow up can have – well worth remembering

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settle for a significant reduction in store and online failures - 2018 was surely the peak year for shake outs in the structural shift from stores to online purchasing. From a supplier perspective, it would be great to see a shift in investment into core brands/ concepts and away from chasing the next big trend item or licence. I believe that nothing will be as big as spinners for a few years to come; just accept it and move on. I am also not expecting too much improvement in consumer sentiment, other than the nation having the courage to remain confident during the darkest final days of the divorce from the EU in early 2019. It’s a cliché I know, but the darkest hours are those before dawn.

This time next year Rodney, we will all be millionaires....

as part of your trade show experience. The sad fact is, that if Peter hadn’t reached out his hand, then I probably would have put my noise cancelling head phones on and missed the chance to learn from a real-life hero. The lesson has to be to talk to as many strangers as you can.

However, if we accept the benefits of this, at what point should we accept its okay to copy from someone else’s work to aid your learning process or help complete tasks much quicker?

My own children have learned the Golden Rules at school – a list that will make teaching them easier. But life isn’t always linear, and the rules imposed in our learning or development often only usefully serve for a limited period of time. For example, I have seen plenty of business people running down corridors and I often see people smoking outside bike sheds.

The toy industry needs continual innovation to attract and keep its consumers engaged. We have to encourage the rule breakers and the outside of the box thinkers. It is the only way we can keep creating products that delight and excite the children of the world. So, the next time you are reminded of a golden rule…make sure it is still valid… as life might actually be better or indeed more fun if you break it!

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fresh FRESH THIS MONTH:

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

In November we have new releases from: DKL Marketing, Juratoys and Liberty House.

3DUPlay mats

Liberty House Toys 0151 479 3135 | www.libertyhousetoys.co.uk

The first of its type in the world, the 3DUPlay mat revolutionises traditional playtime by featuring the latest in tech gaming – Augmented Reality (AR).

Compatible with both Apple and Android, users can simply head to the app store and download the free partner app, then point, focus and play.

3DUPlay is an ideal gateway into the world of AR, and gets children associated with gadgets from a young age in a meaningful and beneficial way. Great for encouraging independent play, the 3DU playmat also acts as a valuable educational tool, providing hours of fun and learning.

The mats come in three engaging designs which are ideal for keeping children entertained regardless of their personalities and interests. The Zoo mat allows kids to meet a wide range of exotic animals and visit their enclosures, while the app even allows zoo visitors to feed them. The Dino version takes kids back to a time before man; they can simply point, tap to focus and the dinosaurs will appear, ready to roar. Finally, the City play mat looks like a traditional road mat, but included within the app are eight individual mini games for children to interact with. All mats also offer a host of fun features to further enhance the play experience.

Plus-Plus suitcases

DKL Marketing 01604 678 780 | www.dkl.co.uk Sales of Plus-Plus have hit record levels, with the range seeing growth which has exceeded expectations. Following a successful year distributing the popular tubes and gift boxes, DKL is pleased to be launching the new Plus-Plus suitcases.

This product features basic and pastel mix colours, and the suitcases are available in metal or carton cases.

The metal suitcase includes a rubber handle and contain 500 pieces in either the basic or pastel variant, 100 neon pieces, one baseplate and an instruction book. The carton suitcase contains 300 basic or pastel pieces, 100 neon pieces, one baseplate and an instruction book. The handy onthe-go cases allow children to take them on any trip.

With Plus-Plus Construction, children of all ages can create models, mosaics and 3D designs in many colours; even curves can be made using the flexible system. Children can use the easy to follow instructions or make their own creations using their imagination.

Les Kalines plush

Juratoys 020 8878 2133 | www.kaloo.com New from French plush specialist Kaloo is a range of premium soft toys. Six charming characters are available from the new Les Kalines collection, all offering a distinctive look and style.

A wide range of different fabrics - microvelour, faux fur, faux suede and tulle - lends a luxury feel to each plush, while a warm and cosy colour scheme made up of pinks, beiges and prints makes the range ideal for younger children and nurseries.

Characters include Zarafa giraffe, Leana lioness, Roxia fox, Ava deer, Yuna panda and Luna owl, and all are available in medium (35cm) and large (45cm) sizes. The same character in both sizes is presented in a different outfit, to drive purchasing and increase collectability.

Each plush is packaged in an open ‘feel me’ style box with a satin ribbon, making them ideal for gifting.

Retailers can benefit from a FSDU in striking pink and navy blue, which holds six medium and six large boxes.

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h

Feature

Outdoor Toys

Fun and fresh air With 2018 providing one of the brightest summers on British records, the Outdoor Toys category has unsurprisingly enjoyed a successful year. Casey Goodman finds out how this has impacted retailers’ planning for 2019.

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he UK’s beautiful summer this year not only put a smile on the faces of sun-lovers all over the country, but also on those of toy retailers. So, while outdoor toy suppliers had to grapple with the loss of Toys R Us, one of the category’s leading lights, the prolonged spell of clement weather provided welcome respite.

Katy Fletcher, senior brand manager at Re:creation, told Toy World: “It is a challenging climate in both senses of the word, but there is much for us to be positive about. The poor Easter weather had an impact on early year sales, but the heatwave through July and August regained much of the momentum. We’re really pleased that Razor regularly features in the top three positions in the outdoor category suggesting that, while consumers are cautious on spending, when they do choose to invest, the Razor brand is clearly still resonating.”

Phil Ratcliffe, sales and marketing director at MV Sports, commented: “It has been a challenging year in the wheeled/sports sector, with a weakened high street and the TRU closure; however, we enjoyed a very strong August and September, and are well equipped to grow next year, with an amazing line up of new products. Probably our best, most comprehensive ever.”

However, it’s not just the weather this year that has provided a boost in sales in the Outdoor category.

The FIFA World Cup created a huge buzz around the country as England made it to the semi-final for the first time in almost three decades. As Simon Pickavance, commercial director at Hy-Pro explains, the promotional activities around the event also helped to drive sales: “We produce a large section of official FIFA and England licensed products, so good or bad weather, event years are always very successful for our products. The Great British Summer is

unpredictable and it will continue to be that way. For retail, I think it is important to get behind the winners and focus on core lines that will sell, and also perhaps take a chance on some additional new or interesting lines coming through.”

With the Outdoor Toy category being seasonal, it can present a challenge with leftover stock. One company who has avoided this is Rollplay, as Christian Alsbaek, general manager EMEA, explains: “The nature of our products lends itself to both outdoor play and also Christmas gifting, so our forecasting reflects these seasonal trends. Rollplay ships products from the warehouse in Germany to shops across the whole of Europe. Therefore, we have ensured we will have enough stock to support our retailers throughout the Christmas buying season. The drop shipment service also guarantees delivery to end customers within 5 to 8 days.”

Similarly, Katy tells Toy World: “We’ve managed inventories extremely well. Our team has extensive knowledge of forecasting in this category – we draw on historical data, NPD, weather forecasts and consumer trends as we work with our retail partners very closely to ensure stock flow is maximised. Our expertise in digital marketing also enables us to be extremely targeted with our marketing as well as nimble – reacting quickly to stimulate sales when needed.”

In addition to established outdoor lines such as wheeled toys, pools and the like, outdoor games appear to be growing in popularity. One outdoor game which has performed extremely well this year is Molkky from Tactic Games. Rob Fort, sales director explains why he thinks this is: “Overall, the feedback to Molkky has been really positive. The game is already very popular in Finland where it is made and also where they hosted the annual Molkky championships this year, so we knew the game had

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quite a cult following overseas. It launched in the UK just before the height of the heatwave, so it was the perfect time for people to purchase it, ready for when the hot weather hit. The game was also featured on This Morning, and during that time the ranking went up 3000% on Amazon. As we’ve seen with its popularity overseas, the game’s traditional nature means that it appeals to a wide range of consumers and doesn’t fall out of fashion with the changing trends. As Philip Schofield said, he loves the fact that it is not plastic.”

With 2018 seeing strong sales for the category, will retailers be bullish or cautious when it comes to buying for next year? Michelle Lilley, head of marketing at Little Tikes, commented: “It is always hard to predict how retail buyers will spread their budgets YoY, and how challenges in the industry will change and evolve as we head into the new year. Little Tikes has a number of outdoor items including the classic Cozy Coupe, iconic Fountain Factory and Fun Zone range of products which we expect to remain very popular. Last year we noticed purchases being considered much earlier on in the year and we expect a similar pattern for next year. The summer of 2018 has teased consumers with a summer to remember, and it is likely that this is something they will still have in mind as we enter spring 2019. With one less major outdoor retailer in the market next season, it should present big opportunities for other retailers.”

Phil suggests: “Retailers will be cautious purely as a result of macro-economic factors such as the challenging environment for bricks and mortar retailers, Brexit etc., so it will all be down to having the must-have stock at the right time.”

Over the next few pages, Toy World presents a selection of the latest toys in the Outdoor category.

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Web www.littletikes.co.uk

Outdoor Toys

Wilton Bradley 01626 835 400 | www.wiltonbradley.com Wilton Bradley has had great success in the ride-on category with the Toyrific and Xootz brands; a range of products for a variety of age groups.

This year sees new additions to the company’s licensed ride-on range, including a Range Rover, BMW and Mini Cabrio. The electric ride-ons have stunning looks and are packed with additional features such as headlights and horn. Some even have a built-in auxiliary connection, so that favourite songs can be played while riding.

The Xootz range of wheeled toys continues to be a major category for Wilton Bradley. The Element electric scooter, brand-new for 2018, provides hours of high-speed thrills and is at the forefront of latest technology trends.

The Viper pedal go kart is another best-selling product and is one of the most striking pedal karts around. A gear stick and free wheel movement add to the realistic driving experience.

All Wilton Bradley’s ride-on products offer great attention to detail, an array of premium features and ultimately make extreme sports and outdoor fun more accessible to juniors.

Re:creation 01189 736 222 | www.recreationltd.co.uk In 2019, Razor will showcase new introductions via UK distributor, Re:creation.

The new Drift Rider electric drift trike offers edge-of-the-seat drifting. This lithium-powered three-wheeler combines moto-inspired styling with drifting action for a one-of-a-kind, power-sliding ride.

High quality design and build combined with smooth rider experience has seen Hovertrax earn respect among riders. There are more developments to come in 2019, as Razor stays ahead of the curve in smart-balancing electric scooters.

Razor’s growing portfolio of commuter scooters includes the popular and pocket-friendly classic A5 lux, while recent additions A6 and A5 Air, with their patent-pending, anti-rattle folding technology, are ideal for city life. Also geared toward the older rider, autumn 2018 launch the Razor E Prime folding electric scooter combines sleek, modern styling and high-tech features with a high-torque, lithium-powered motor.

In 2019, Re:creation will support the brand with heavyweight marketing campaigns designed to showcase the very best this brand has to offer in new and exciting ways.

Spin Master 01628 353000 | www.spinmastertoys.co.uk The proprietary designs and exceptional performance of Aerobie products are widely recognised, and the core range includes favourites such as the Pro Ring, Super Disc and Sprint Ring.

The Aerobie Pro flying ring holds the Guinness World Record for the farthest throw - an incredible 1,333 feet (406 metres). The Aerobie Sprint flying ring, a compact version of the Aerobie Pro, flies twice as far as a regular disc.

The popular Superdisc allows players of all skill levels to throw and enjoy stable, accurate flights, while the flexible Aerobie Squidgie disc’s special design makes it easy for players of all skill levels to throw well. Children can roll it up and take it in their bag for spontaneous games of catch.

Perfect for small hands, the Aerobie Rocket football has curved fins to generate spirals, while high-performance boomerang the Aerobie Orbiter flies up to 90 feet and then returns for thrilling, one-person games of catch.

Also available from Spin Master is the Swimways water fun and outdoor activity brand.

The Canopy Chair is perfect for all outdoor activities, including trips to the beach, camping, concerts and watching sports. It sits low to the ground at a comfortable angle and the UPF50+ protected sunshade converts into a carry bag for convenient portability. A breathable mesh seat keeps children cool, and the adjustable headrest and built-in cup holder allow them to relax with their favourite beverage by their side.

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Perfect for thrill seekers, the Zinc Smart Hovershoes put the power under your feet with two motorised platforms. This innovative product takes daredevils to speeds up to 7mph and up to 10km of continuous ride time.

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Outdoor Toys

GP Flair 0208 643 0320 | www.flairplc.co.uk Flair’s Messi Training range takes outdoor training to a new level and allows kids to improve their football skills with a professional training method and equipment which is both fun and dynamic.

The spring 2019 collection will have a refreshed look, with a branding overhaul. New packaging and colourways will make each piece instantly recognisable as endorsed by Lionel Messi.

The 2-in-1 Soft Touch Ball is available in red and blue, each with an image of Messi in his No. 10 shirt. Ideal for younger players, the extendable cord is height adjustable but also detaches from the size-2 ball for free play. The easy grip handle and soft touch feel make it perfect to hone football skills.

The refreshed design follows through to the accessories, including the new Time Zone Training Set, which allows the player to monitor their progress while performing drills. Included is an Official Messi size-4 flex foam ball, training cones and timer.

The Game Time Training Set is perfect for two-player training and includes a large foldable goal, ball and pump, as well as Messi vests, so that children can challenge their friends or have their own hard-core skills session.

The new Messi Training items will be available from the New Year, while in April a Limited Edition Pro Training Ball, Core Training Set and 2-in-1 Auto Trainer will complete the refreshed line up.

The entire range will be supported with digital, social and retail marketing.

Chicco 020 8953 6627 | www.chicco.co.uk

H. Grossman 01416 132 525 | www.ozbozz.com

The Red Bullet Bike from Chicco helps children to develop spatial awareness as they learn how to move around on their first bike, as well as getting to grips with the importance of balance and exploratory play.

The bike helps children acquire the necessary balance on two wheels, before they move onto a real bicycle with pedals. Made from ultra-light metal, it has height adjustable handlebars and saddle to suit the build of toddlers.

A modern version of the classic children’s game hopscotch, the Jump ‘N Fit is an electronic mat with lights and sounds that come on as the child plays.

Goal League is an electronic net, offering fun and challenging play for children from two years. Complete with flashing lights, 25 different melodies and interactive sounds, and a soft play ball, Goal League is perfect for future football stars.

The trusted Ozbozz brand from H. Grossman is renowned for great outdoor products. The Ozbozz Light Up Unicorn Scooter is set to continue as a best-selling line for Christmas, joined by the new Light Up Dinosaur Scooter.

The revamped Light Burst Scooter has a light up deck in flashing multi colours. Both sides of the age spectrum are catered for with My First Scooter, the Ozbozz classic for preschoolers, 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.

The My First range is extended with the addition of My First Trike, which is adapted for younger children and available in two colourways, both with a light up front wheel.

The generic range of Ozbozz pogo sticks, playtents, scooters and skateboards small and large offers a wide choice of colours, materials and designs. A Unicorn Satchel Skateboard is also available and has been a best-seller.

TKC Sales 01380 872 950 | www.tkcsales.co.uk TKC Sales is the official distributor for brands such as Rollerblade, Stomp Rocket, Aerobie, Yomega, Frisbee and many more.

New to Frisbee, Mini Frisbee Disc Golf is the perfect family fun time game. Easy to assemble, the game is perfect for safe, active, indoor and outdoor fun.

Mini Frisbee Disc Golf improves hand eye co-ordination and team participation whilst teaching the basics of golf. Once assembled, the net can be moved around the house, garden or local park to mimic holes on a golf course. The aim of the game is to come in under par, using a set of six mini discs.

Handicaps for little ones are discretionary.

The Mini Frisbee Disc Golf set (net and six discs) comes in a case size of four and has an SRP of £19.99, making it an affordable family present or a great alternative to a board game for the holiday season.

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Outdoor Toys

Buzz Bee Toys +1 856 439 9995 | www.buzzbeetoys.com After releasing several game changing products in the last few years, Buzz Bee Toys continues to prove itself as a specialist in high quality and high-performance foam dart blasters, with Air Warriors.

New for 2018, and just one of several innovative new dart blasters in Buzz Bee Toys’ 2018/2019 Air Warriors range, is Air Warriors Covert Squad. Included are two foam dart blasters with a bolt loading mechanism and integrated Walkie-Talkies, which really set the blasters apart. Kids can secretly coordinate their attacks and, due to the different band settings of the Walkie-Talkies, two different teams can play against each other. For ultimate secrecy, the included earbuds can be used, so that players cannot listen to their opponents’ communication.

The Air Warriors Covert Squad includes two blasters with integrated WalkieTalkies (maximum range 100m), two sets of earbuds, eight long distance darts and has a maximum blasting distance of 22 metres. The realistic bolt action, the high performance and the ability to communicate with each other will guarantee kids endless hours of fun.

Little Tikes 08450 533 333 | www.littletikes.co.uk With an exciting outdoor portfolio for spring 2019 and the brand’s 50th year, Little Tikes continues to encourage children to enjoy outdoor play. A range of creative and innovative products focuses on developing social skills, creativity, mobility and exploration.

The Little Tikes Fun Zone range, which launched in spring 2018, will continue to bring the thrill of a water park to homes or gardens throughout 2019 New for Spring 2019, Pop ‘n Splash Surprise is an interactive game. Children take turns spinning the wheel, then step on the stomp pad, use the hand pump or rotate the crank.

At any moment, Pop ‘n Splash Surprise will launch water and/or balls high into the air, and can be enjoyed indoors or outdoors.

Fountain Factory Water Table is the No.1 water table in NPD and has been a regular line in NPDs top 50 toys this year. The popular outdoor toy inspires kids to build endless combinations with 13 interchangeable pipes and fittings for pumping, spraying and playing. Children can pump water through the main tower to create splashing fountains.

Current Fun Zone products, including Dual Twister, Drop Zone, Splash Face and Tumblin’ Tower, will continue to provide indoor and outdoor thrills with a water play twist. Pop ‘n Splash and Fountain Factory will both have TV support, alongside full influencer and digital advertising.

To celebrate its 50th year leading the industry in this sector, Little Tikes will launch a heavyweight marketing campaign to support core outdoor classics including the Cozy Coupe, Cape Cottage, Totsports – Easy Score Basketball Set, First Slide and other trusted family favourites from the brand.

Hy-Pro 01582 670 100 | www.zincsports.com With its tenth anniversary approaching, Hy-Pro will continue to champion its number one brand Zinc with a strong product portfolio. The brand will be supported with extensive pitchside advertising at premier league games on prime television channels.

Last year, Zinc launched its first two hoverboards, the Smart A and Smart X, with great success. Now, the brand has launched three new boards for Q3 and Q4. The first of the trio is the Smart X Pro, a revamped version of the best-selling Smart X launched in November last year, which now features Bluetooth, an app and speakers so users can stream their music and access cruise data such as speed. The Smart R is categorised as entry level, with a lower price point, and can reach speeds of up to 8mph with just a tilt of children’s toes and travel up to 10km in one go. The last of the boards is the Smart RX, which sports a rugged, off-road design and is built to overcome rough urban terrain.

Zinc has also reimagined the riding experience with innovative new launch, Zinc Smart Hovershoes. This original product features a unique, high-tech design, putting the power under children’s feet with two motorised platforms. With sleek lithium technology and maintenance free, motorised wheels, thrill seekers can glide at speeds up to 7mph and enjoy up to 10km of continuous ride time.

To expand the range of electric scooters, the S1 and S2 have also joined the lithium powered products. The high-end scooters feature sophisticated design and custom-built spec aimed at 14+ years. The S2 taps into the developing commuter market and can travel up to 10km on just one charge. The S2 also includes double suspension and features an electric brake, as well as a foot brake.

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Outdoor Toys

Character Options 01616 339 800 | www.character-online.com The brand new and innovative Kitedrone range from Character Options is a range of performance kites which are easy to assemble and launch up to 300 feet high, available in both Aircraft and Twinstar styles.

The Twinstars range comes in four colourful designs and form a traditional box shape kite with rapid one-step assembly. The simple but effective design is balanced and can be hooked up to a Go-pro to record flight. Twinstars are available in solids of colourful Unicorns and Tiki Surfers or as part of an assortment of eight Kitedrone styles and designs, including Hot Rod and Earth designs.

The Aircraft style Kitedrone lines require no assembly and each has an impressive 5ft wingspan. Air pockets in the body inflate the fuselage and engine pods to increase flying performance, giving the ultimate Kitedrone experience.

Blue Tiger and Cammo Buster designs are available as solids, while Red Baron and the flame-embossed Diesel are added to the all-Kites assortment.

Each Kitedrone high performance kite is supplied in its own transport tube, which can be displayed in striking 25-piece floor-standing pod. Kitedrone will be supported by a huge marketing drive.

John Adams 01480 414361 | www.johnadams.co.uk John Adams Leisure continues to expand the successful Intex outdoor toys range, with new play centres and inflatables that will sit alongside Intex’s existing range of above ground pools, ride-on toys and games.

Brand new for 2019, the Cupcake Mat ride-on is the perfect accessory for the beach and pool.

The Candy Zone Play Centre continues the sweet theme, with a candy inspired land that includes a mini waterslide, two inflatable lollipops, six balls and rails to roll the balls down. A water sprayer can be attached to a garden hose to keep children cool and refreshed when playing in the sun.

Little ones will have a whale of time with the Whale Spray Pool. The brightly coloured spray pool features a friendly whale design with a tail that sprays water. The Duckling Snapset Pool features duckling graphics on the outside, while the Just So Fruity Pool features favourite summer fruits.

Tactic Games 01483 332 070 | www.tactic.net Tactic Games remains committed to the outdoor toy market in 2019 with continued investment in Mölkky Mölkky is a fun combination of chance and skill that is quick to learn and exciting to play. Suitable for both children and adults, 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 score more than 50, their total will be knocked back down to 25.

The game is manufactured from wood that has been logged from sustainably managed forests with a PEFC-certificate. This makes Mölkky an environmentally friendly way to enjoy some fresh air and a little friendly competition.

After a successful launch in the summer of 2018, Tactic Games is planning continued investment in the range for 2019, including plans for both indoor and outdoor championship events during the summer and winter months.

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 continuing to gather 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 to compete for the World Champion title, which in 2019 will be held in France.

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Outdoor Toys

Hasbro 0208 569 1234 | www.hasbro.co.uk Kids can load and fire quickly with the Nerf N-Strike Elite Infinus blaster. The blaster features motorised Quick-Load Technology; as kids feed darts into the blaster, the darts are automatically loaded into the 30-dart removable drum. With motorised, rapid-fire blasting, kids can quickly unleash darts on their targets.

Nerf Laser Ops Pro is a new live-action laser battling segment which combines the exhilaration of a laser battle with the technology, design, power and performance that is synonymous with the Nerf brand. The Nerf Laser Ops Pro range includes two blaster options that each come ready to play, with a variety of features including three play modes: solo, team or free-for-all. The blasters feature a multi-directional receiver dome, unlimited ammo, team light indicators, visual/sound effects to notify players they’ve been hit and a display to show current health and ammo capacity.

Kids can also quickly change gameplay from indoor to outdoor with a simple switch, modifying the blaster’s settings to ensure optimal performance no matter the environment. Players can also amp up their laser battles with the free Nerf Laser Ops Pro app that can be downloaded on select iOS and Android devices. It offers real-time battle intel, allowing players to customize their blasters, track performance, earn power-ups and locate opponents during battle.

The Nerf Laser Ops Pro offering includes the Alphapoint blaster 9, which fires a single shot burst with health, ammo and team indicators on the back, so players never miss a beat. The Deltaburst blaster fires a three-shot IR burst with kickback action and features an LCD screen displaying real time health status and ammo capacity. Each blaster comes with an armband and solo attachment for single-player battling with the Nerf Laser Ops Pro app. The Alphapoint blaster is also available in a 2-pack with two blasters and two armbands.

Scootaheadz 07971 789 767 | www.scootaheadz.com

HTI 0161 302 0206 | www.htigroup.co.uk HTI’s EVO scooter and battery powered ranges look set to prove popular as parents and grandparents invest in bigger ticket products for Christmas.

The Teamsterz Car has speeds of up to 3km/hr, a working steering wheel, seat belt and windshield. For added reality, the car comes complete with working headlights and roaring engine sounds. The handy parent controls give children a safe environment to learn speed and control.

The EVO electric 3 Wheel Scooter is ideal for first time riders, with two designs in pink or blue. Easy to use, with just one push button to drive, the scooter is perfect for learning coordination and spatial awareness.

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Scootaheadz was founded by mum of two Stephanie, who wanted a long-lasting weatherproof accessory to attach to her daughter’s scooter. Two years of designing and testing led to Scootaheadz.

The company is thrilled to expand its range this month, as it introduces Pretty Pearl and Surfing Sammy to join the collection of animal buddies designed for scooters, balance bikes and trikes.

Pretty Pearl is a unicorn with a pretty pink mane, bright blue eyes and a yellow spiralling horn, while Surfing Sammy is a friendly shark with bold, bright green eyes, razor sharp teeth and cheeky grin. The funky, colourful animal accessories that attach to the handlebars of scooters, balance bikes and trikes are an ideal way to personalise little ones’ wheels.

Scootaheadz are practical too, built to last for years to come, they are easy to attach, 100% waterproof, durable, solid and easy to clean, so they’ll survive all weathers.

Available in seven different designs, the collection includes Danny Dino (Green), Timmy T-Rex (Blue), Pippa Pony (Pink), Lovely Lola (Purple), Cheeky Charly (Brown), Pretty Pearl and Surfing Sammy.

Conveniently fitting all scooter brands and a selection of bikes and trikes, Scootaseatz encourage little ones to get out and about in the great outdoors.

Any soft toy can simply be strapped in. Available in two designs, pretty pink and cool aqua, Scootaseatz are the perfect way to include all children in imaginative play.

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Outdoor Toys

Funrise 01908 555640 | www.funrise.com Offering an extensive array of premium bubble solution, bubble toys and machines, Gazillion has something for every bubble fan. For 2019, the range will be expanding with innovative bubble blasters and machine ranges.

With its revolutionary design, high-powered bubble machine Gazillion Bubble Rush blows the most bubbles ever. This next generation bubble machine has a three- sectioned, no-spill, modular design including a removable washable top, solution recycling tray and batteries, with a motor sealed inside the base. Children can simply pour solution into the reservoir and push the button for a bubble explosion in seconds. The item was designed to create hours of fun for kids but is easy to clean.

The Gazillion Bubbles range will also feature new battery powered and kid powered bubble gadgets along with a bubble blaster to fire bubbles at friends and family.

Tonka trucks iconic range of Steel vehicles includes Tonka Power Movers, new to the line for 2018. These rugged vehicles feature new Motion Drive Technology, allowing for intuitive play that brings the dump truck, front loader, excavator and cement mixer vehicles to life. Children can power up the vehicle to activate realistic light and sounds.

Zuru 01604 401 719 | sales@geemac.biz Zuru remains committed to the outdoor toy market in 2019, with the brands X-Shot and Bunch O Balloons.

With a fill-time of just one second, the brand-new X-Shot Fast-Fill water blaster lets kids refill their blaster in no time and get back to the water-blasting action long before their opponents.

The Blaster has been designed to allow it to be filled anywhere and is equipped with a special Rapid-Seal Technology that closes the blaster tank instantly. The tank holds up to 700ml of water and the blasting power reaches distances of up to 10 metres.

With a blasting performance equal to that of market leaders, the X-Shot Fast-Fill is easy to handle, offering maximum performance for consumers and a high margin for retailers.

The launch of the X-Shot Fast-Fill is supported by a global television commercial with significant media budget invested, as well as engaging social media content across all channels.

Simba Smoby Toys UK 01274 765 030 | www.simba-dickie-group.de/en Simba Smoby’s award-winning modular canal system AquaPlay lets kids of all ages learn the concepts of floating and sinking, building and construction.

The AquaPlay Mountain Lake set brings a sense of adventure to the garden. The large play set consists of 43 pieces and includes a large mountain with reservoir, two boats and two animal figures - Nils the frog and Bo the bear. The set lets children gain early positive experiences with water; how it circulates and can change direction, and how boats float.

Pumps transport the boats in the lock to the top of the mountain lake before kids open the gates and watch them race down to the bottom. The easy-to turn crank handle with large blades can be used by children to increase the speed of the water, and to change the direction in which it flows. Numerous trees, bridges and long waterways ensure hours of play potential.

All AquaPlay play sets are suitable for children aged three years and up. AquaPlay is made in Germany using UV resistant plastic material. The water-play set is easy to assemble, and the cleverly designed seals ensure the sets are leak-proof. The standard set can be extended with a wide range of accessories, and each pack comes with simple assembly instructions.

Also available is the Neo Jura Lodge, a spacious outdoor playhouse offering plenty of room for playing and hiding. The basic version of the Neo Jura Lodge includes two windows with shutters, and two doors featuring an open design with a letter slot. The facade of the house is made of premium-quality plastic with a timber and stone appearance.

This detailed playhouse can be extended with a wide range of accessories. Additional accessories (sold separately) include a compact summer kitchen, a picnic table, a chimney, a doorbell, a rain gutter with a watering can, a front garden with flower boxes, and a front door.

Smoby’s special manufacturing process makes assembly simple. Manufactured using high-quality, UV-resistant plastic, the Neo Jura Lodge and all of its accessories stand up exceptionally well to the elements and resist discolouration.

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• specifi cally designed for children to take their cuddly friend for a ride

MV Sports 01217 488 000 | www.mvsports.co.uk MV Sports has a wide array of outdoor wheeled toys and accessories across both own brand and licensed categories.

Hot property L.O.L Surprise! is showing strong sales, with a range of scooters, skates, tepee and bikes. From glitter wheels on the fixed inline scooter, to a glitter sock and wheels on the inline skates and glitterati design on the 14” and 16” bike, all include glitter stickers for customisation.

2019 will see the highly anticipated realise of live action Lion King, Toy Story 4 and Frozen 2, all of which MV Sports will be supporting with striking collections, all with appealing designs and innovation.

Evergreen properties Batman, Peppa, Disney Princess and Paw Patrol are still performing well, with Disney Princess and Paw Patrol having a refresh in design. Paw Patrol has bolder colours and more action-packed graphics, whereas Disney Princess has had an uplift in colour, new bespoke shaped plaque and stylised graphics.

MV’s own brand categories are expanding with a new range of premium scooters, Umove, designed to be attractive to both children and adults alike.

Designed to grow with the child, the scooter is lightweight, high quality, anodized, has ABEC 5 bearings and is affordable, with the additional optional of LED wheels. With the same specification and quality of some the more expensive three-wheel scooters on the market, these products are a fraction of the cost.

Hedstrom continues to hold strong in the outdoor arena with an array of outdoor play equipment including slides, swings, trampolines and multi-play products such as the huge Atlas, which consists of a slide, swings, climbing frame, dual swinger and basketball set, the perfect all-in-one outdoor play adventure.

Kickmaster is still hitting all the targets with the comprehensive and core range of balls, goals and football sets. The goal range now also includes the Ultra HD goal, a highly durable metal goal with 35mm diameter, 1mm thick metal tube to withstand heavy use and play, available in four sizes.

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Outdoor Toys

Kids@Play 01423 611047 | www.kids-at-play.com Kids@Play has a selection of ride on toys for all ages and stages, including Falk tractor ride-ons that incorporate role-play elements such as gardening tools. The range develops up to full functioning front loaders and back hoes, with price points reaching £299.99, and is complemented by licensed battery powered ride-ons featuring Landrover Defender and Jaguar F Type vehicles. The award-winning JCB Excavator continues as a mainstay.

In 2019 the company will be relaunching the Ecoiffier range, which offers a broad range of price points and products covering all aspects of outdoor play. Kids@Play will also reveal details of its collaboration with Huw’s Nursery that will coincide with a national marketing campaign in spring/summer 2019.

Vivid Imaginations 01483 449944 | www.vividtoysandgames.co.uk Children can get out and about with Phlat Ball V3 Fusion Flash, which is a light-up version of the award-winning original.

Vivid’s inflatable Wubble line has also been extended to include Water Wubble, Super Wubble and Fulla Wubble versions, which are packed with either squishy slime or marbles.

Rollplay 07986 971 902 | www.rollplay.net Rollplay has announced the launch of its first ever ride-on featuring augmented reality: the brand-new Dino AR Explorer and app, available in the UK from autumn 2018.

The Dino AR Explorer lets kids to go on a dinosaur safari with their best friend. As one child drives, the free downloadable app searches for dinosaurs for their passenger to take pictures of and save to their library. As well as images, the app also provides interesting facts about each of the creatures children will find on their journey.

The Dino Explorer runs at a max speed of 8 km/h for kids aged three years and upwards. The 12V battery is quickly rechargeable and has a run time of approximately 60 minutes. Special rubber non-slip tire strips provide additional safety, while a large trunk also provides space for dino search equipment.

The Dino Explorer will be supported in the UK by a marketing campaign focusing on the build-up to Christmas. The app will be available on Google Play and Apple Store.

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Geemac 01604 401719 | www.tkcsales.co.uk Sportspower, the largest global trampoline manufacturer, has added new products to the range.

2019 range extensions include rectangular and in-ground trampolines, to further complement the 2018 Outdoor Awardwinning Quad-Lok, Easi-Store range.

There are also exciting developments in both outdoor metal and constant air products, as the company focuses on getting kids active and playing outside.

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Feature

World Book Day

A turn up for the books With numerous studies clearly outlining the positive impact of reading on child development, World Book Day (7th March 2019) aims to foster a love of books and reading from an early age, supporting schools, libraries and shops with a range of initiatives that encourage kids to pick up a book and enter the world within. Rachael Simpson looks at how toys, tech and literature are being combined for World Book Day 2019.

R

esearch published earlier this year indicates that the number of toddlers being read to by their parents is decreasing, with only half of pre-schoolers enjoying a daily reading session. According to The Guardian, the annual Understanding the Children’s Book Consumer survey from Nielsen Book Research, which interviewed 1,596 parents of 0-13 year olds, and 417 14-17 year olds in the UK last autumn, found that while 69% of pre-school children were read to daily in 2013, that figure had dropped to just 51% in 2017.

Asked for the reasons they were not reading to their children, 19% of parents of 3-4-year olds said that the struggle to find energy at the end of the day was a factor, while 16% cited their child’s preference to do other things.

While World Book Day is typically associated with dressing up as a favourite book character, a raft of new literary-inspired toys, games and puzzles have hit the market in recent months, providing kids with a different way to get excited about books and reading, and to get involved with the Book Day celebrations.

Spin Master has recently launched Moonlite, a storybook projector for smartphones which aims to promote early literacy skills and a passion for reading from a young age, as well as promote bonding time between parent and child.

“Moonlite came about in the most organic of ways, through bedtime shadow play with my daughter,” explains Moonlite founder and inventor Natalie Redot.

“We had this ritual where I would bring my phone up into her room, turn on the flashlight and make up stories out of shadow puppets. We had so much fun doing this and that is what first gave me the idea of Moonlite. I wanted to find a way to get her favourite stories up onto the ceiling or wall.”

“Since then, we have had fantastic support for the product within the publishing industry. We have about 20-25 different licensing partners on board.

From Eric Carle to Sanrio to Disney to Penguin

Random House, we have partnered with the most iconic children’s books publishers to bring the very best content to Moonlite.”

Moonlite launched on the 1st October in the UK with extensive in-store, marketing, PR and influencer campaigns to support it. Bespoke retailer launch plans also focus on in-store activities which allow consumers to experience Moonlite before making a purchasing decision. “We are also launching the items on an out-of-aisle merchandiser which allows for the product to be very visible in store,” adds Natalie.

In addition, Spin Master and Moonlite are working with the founders of the parenting community MadeByMammas. Zoe Hardman and Georgia Dayton will be testing out and sharing their experiences of Moonlite online and through their social media channels. Twitter parties and Facebook discussions featuring a key expert who can speak to the importance of bed time, reading and bonding with children will also occur throughout the launch season.

From tech to the traditional, books and their colourful characters are also represented across categories such as puzzles, plush and games. Paul Lamond is supporting the 50th anniversary of children’s classic The Very Hungry Caterpillar with a new range of puzzles, games cubes, a pack of cards and a family friendly board game. Roald Dahl also features prominently in the company’s portfolio, with Matilda, James and the Giant Peach, Charlie and the Chocolate Factory and The BFG also making an appearance in puzzle form.

Rainbow Designs is also on board for The Very Hungry Caterpillar’s anniversary celebrations, and is releasing a range of plush in the bold, primary colours portrayed in the beloved storybook. Elmer the Patchwork Elephant turns 30 in 2019, and has joined Rainbow’s extensive plush offering, joining evergreen literary licences such as Paddington Bear, Winnie the Pooh and Peter Rabbit.

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There is certainly an element of ‘chicken or egg’ with products based on children’s book. Do children like the toy because they know and love the book character, or do they enjoy reading the book because a parent bought them a character licensed toy? Either way, if it brings attention to that character, and that book, it can only be a good thing.

Of course, World Book Day wouldn’t be the same without a bit of costume role-play, which encourages imaginative play and a deeper understanding of the chosen book character. Pretend to Bee offers an extensive collection of generic dress-up options to help kids get into character for events at school.

Options include a mermaid tail, dinosaur outfits, occupation costumes such as Firefighter, Builder, F1 Driver and Nurse, and animal themed hooded tops. “Because our range is so diverse and not pinned to a specific character or book we find that any new addition to the range acts as inspiration to the customer,” explains Harrison Palmer, sales director at Pretend to Bee. “Our new Fox Accessories Set and Mermaid Tail are proving extremely popular. In terms of trends, it’s a case of anything goes as parents become not only more imaginative but - dare we say it - more competitive. They are creating costumes inspired by more unusual characters and not going for the traditional costumes seen in previous years.”

Harrison adds: “Retailers can make the most of World Book Day by pulling together costumes and accessories to suggest character ideas from books that children are reading now, as well as classic characters.”

Also perfect for school is Maped Helix’s new Roald Dahl sticker and stationery set. Available for Christmas, the set includes everything needed to get creative in the classroom, and is the ideal accompaniment to a Roald Dahl costume.

Over these pages you’ll find the latest in book, reading and literary inspired products from some of the UK’s leading suppliers.

World Book Day

Paul Lamond 020 7254 0100 | www.paul-lamond.com Paul Lamond’s range includes a host of Roald Dahl games and puzzles including 250-piece puzzles, The Enormous Crocodile 24 Piece Giant Floor Puzzle and The Enormous Crocodile Memory Game.

There are also 250 piece puzzles available from The World of David Walliams range. A card game and a new Gangsta Granny board game in an embossed tin round out the collection.

Next year marks The Very Hungry Caterpillar’s 50th anniversary, and Paul Lamond has a host of products on offer. The range includes a Card Game, 4-in-1 Puzzle Set, 24 Piece Floor Puzzle, 4-in-1 Games Cube, and a new board game.

Celebrations have been underway this year to mark the 50th anniversary of The Tiger Who Came to Tea, which features in a host of products including a Floor Puzzle, 4-in-1 Puzzle Set, Memory Card Game, and a 4-in-1 Games Cube.

Next year will also see the 30th anniversary of the modern classic We’re Going on a Bear Hunt. The collection features a Memory Card Game, Giant Floor Puzzle, a 4-in-1 Games Cube, Board Game, and a 4-in-1 Puzzle.

Games and puzzles based upon children’s literature including Dear Zoo, Dinosaur Roar, Highway Rat, and Room on the Broom are also available, while the launch of a new pre-school property, Oi Frog!, will be supported by three puzzle designs.

Rubie’s Masquerade 08453 070 707 | www.rubiesuk.com In support of World Book Day, Rubie’s has a selection of costumes and accessories to allow children to get into character.

The range includes Mary Poppins Returns, Transformers, My Little Pony, Power Rangers, How to Train Your Dragon, Flynn Rider from Rapunzel, The Nutcracker and Aquaman, with many more new costumes to be revealed soon.

Rubie’s also offers a range of costumes that link with World Book Day’s £1 books, including Cruella De Vil in child and adult sizes. The company’s Mermaid and Witch costumes will be popular for fans of the book Bad Mermaids Meet the Witches, while Rubie’s Astronaut costumes are ideal for those enjoying The great Rocket Robbery.

Rubies is now running a World Book Day deal, offering a 5% discount on orders taken by 21st December. Terms and conditions apply; call the Rubie’s customer service team for more information.

Spin Master 01628 535 000 | www.spinmastertoys.co.uk Spin Master has launched a unique new reading product aimed at enhancing the storytelling experience for parent and child.

An easy-to-use storybook projector, Moonlite brings a child’s favourite tales to life.

This small device clips onto a smartphone (not included) and uses its flashlight to project vibrant storybook images onto any surface. While projecting the storybook images, the Moonlite app displays story text and plays charming sound effects, creating an immersive story time experience for both parent and child.

Launched at retail in October alongside a heavy weight marketing and PR campaign, including celebrity and influencer endorsement, Moonlite is available as gift pack (five stories) or a starter set (two stories), and individual title story reels are also available.

Supporting some of the world’s best loved fairy tales alongside a host of other wellloved characters and tales, including Eric Carle’s popular The Very Hungry Caterpillar and The Very Busy Spider, Moonlite encourages a love of reading that will last a lifetime.

Moonlite, which has already successfully launched in North America, promises to complement and further enhance the reading offering for children around the world.

Suitable for babies, toddlers, kids and adults, Moonlite requires no batteries and is compatible with most Android and iOS devices.

Maped Helix 01384 286 860 | www.mapedhelix.co.uk Global stationery brand Maped Helix has created a Roald Dahl stationery set inspired by the well-loved books from the popular author.

The new stationery and sticker set, which will be available for the Christmas season, contains quality Helix stationery including HB pencils, a pencil sharpener and eraser, colouring pencils, a pencil case and notebook. The set also includes a sticker sheet featuring some of Roald Dahl’s iconic characters such as Matilda and Willy Wonka, allowing cchildren to personalise their stationery with pictures from their favourite novels.

Maped Helix is seeing that more parents are using stationery as a way to engage with their children and encourage them to get creative, away from the TV or tablet. This is stimulating demand for licensed products designed with children in mind.

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Rainbow Designs 01329 227 300 | www.rainbowdesigns.co.uk Next year marks milestone anniversaries for several major literary brands, including the 50th anniversary of The Very Hungry Caterpillar. As the world prepares to celebrate, retailers can tap into the enduring appeal of this evergreen literary brand with toys from Rainbow Designs. Featuring strong primary colours, textures and sounds, this collection includes plush and wooden toys as well as developmental and activity toys.

Elmer, the colourful patchwork elephant, is a firm fixture on children’s bookshelves and in the playroom, and next year this colourful literary classic turns 30. Marking this milestone anniversary and World Book Day is easy thanks to Rainbow’s Elmer range, which features a range of bright and tactile soft toys.

Peter Rabbit has been loved by little ones since Beatrix Potter first wrote the tale in 1902. More than a century later, this literary classic is still adored by children.

Rainbow offers toys for children of all ages with its Peter Rabbit Nursery, Peter Rabbit TV and the Peter Rabbit Movie ranges.

Literary-inspired toy collections from Rainbow also include Paddington Bear, Miffy, Winnie-the-Pooh, Guess How Much I Love You and Roald Dahl.

Pretend to Bee 0115 921 5690 | www.pretendtobee.com Pretend to Bee has a wide selection of products that help children transform into their favourite character, with inspiring costumes and a comprehensive range of accessories to let the imagination run wild. All dress-up lines are made from high quality fabrics and attention to detail is second to none. This year has seen the popularity of dinosaurs increase substantially, and Pretend to Bee’s charming collection of Natural History Museum Dinosaur costumes continues to be a best-seller all year round. Thunderbirds has also celebrated 50 years since its first broadcast and new fans of the books and show will enjoy the official licensed costume collection, which features all the much-loved Thunderbirds Are Go! character outfits.

Popular generic ranges include the company’s animal hooded zip tops, which are available in Elephant, Lion and Unicorn, among others. The brand new Under the Sea accessories range offers everything a child needs to become a sea creature. The Crab Accessories Set includes claws and a bold red crab head band, while the Mermaid Tail lets kids become a mythical underwater character.

Pretend to Bee’s new Nature accessories also lend themselves perfectly to Children’s Book Week, with the two-piece Fox Accessories Set proving popular on school dress-up days thanks to its authentic looking fox tail belt and headband.

www.spinmaster.com

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T: 01628 535000

Allegedly

All is not rosy at Hamleys, which appears to have made its former finance director the scapegoat for its recent set of poor results. To be fair, I usually find that when things have gone awry at a major retailer, it’s all the fault of the finance director (insert eye-roll emoji here). In a ‘you couldn’t make it up’ moment, his replacement comes from House of Fraser – presumably because they’ve been doing so well recently? If that doesn’t work out, perhaps they can check to see if the Toys R Us finance director is available next…

As another successful BLE drew to a close, I canvassed a select panel of like-minded licensees who share my antipathy towards some of the jargon employed by certain people in the licensing community. One licensor was apparently proud to have defined its ‘aggregation strategy’: unfortunately, the licensor didn’t actually explain what it was or even what the term meant, and the licensee in question was certainly none-the-wiser. Another licensee admitted he was ‘super-excited’ to share his particular favourites, ‘Omni-platform’ and ‘symphony of marketing.’

A new video game was described as being a ‘run and gun’ game, which - whilst undoubtedly accurate - was described as “not pleasant to hear, especially in an American accent.” Another licensor talked about its ‘global strategic franchise plan’, without detailing in any way what it was - but as the licensee admitted, “I bet it’s absolutely brilliant.” I highlight these choice phrases only in the hope that one day, if we all work together, we can all get back to speaking in plain English instead of riddles that many struggle to comprehend…

Several notable industry moves to report: Jeremy (Jez) Robinson has been appointed as sales director for Kokomo; Frederick Wolff has parted company with IMC Toys; Jean-Christophe Pean has moved on from his role at Alpha Animation in the US, while out in the Far East, Thierry Bourret has left Marvin’s Magic to join Classic World as international sales director…

An irony klaxon has been once again been sounding in the close vicinity to President Trump, who I am sure would love to be perceived as a major political strategist and not at all a complete chancer who is massively out of his depth. Judge for yourself, after it emerged last month that companies rushing to import products ahead of the potential tariff rise to 25% in the New Year pushed China’s trade surplus with the US to a record level in August. Yep, the man who proudly says that he wants to make America great again has somehow conspired to make America’s trade deficit with China even worse than it was before. As I believe Americans are wont to say, “way to go…”

I was on the verge of saying a rare ‘well done’ to Amazon when it announced that it would be increasing its minimum wage for UK and US workers. I had assumed that this was evidence that it was perhaps sensitive to criticism and bad press after all – or maybe that it was simply trying to head off the proposed digital sales tax by doing the principled thing. However, it turns out that Amazon’s altruism wasn’t quite all it appeared, after it was revealed that half the rise will be paid for by cancelling employee share and incentive schemes. So, it appears to be a case of one step forward, one step back – so they don’t get a ‘Hollywood handshake’ after all…

I attended the annual Hong Kong Trade Development Council dinner in London recently, and there are some fascinating developments unfolding in the region.

There was much talk of the Belt and Road Initiative, but behind the headline, there were two things which I found particularly interesting: the first is that there will soon be a direct train link from China to Europe / UK which will transport goods in half the time it takes to ship goods by sea. An intriguing – and certainly more cost-effective alternative to air freight when stock is needed urgently?

Secondly, there are plans to build a massive technology park in the Guangdong area – essentially, it appears that

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the plan is to turn the region into the Chinese equivalent of Silicon Valley. One wonders what would this mean for toy manufacturing – tech factories would surely pay workers more than most toy factories could afford, and you get the sense that toy factories could be pushed further into China as a result. Definitely a situation worth keeping an eye on…

Gullible media outlet award of the month goes to the New York Post, after it quoted a post from LinkedIn claiming that Richard Barry was the person in the Geoffrey the Giraffe costume in Dallas. Clearly a joke (and a rather amusing one at that), the NY Post fell for it hook, line and sinker and printed it as fact. Unless, of course, that was all part of the deal that saw Richard pick up a multi-milliondollar bonus just before TRU went into liquidation. I’m sure we’d all put on a giraffe costume for that level of compensation…

Some suppliers have suggested that Argos’ first ‘3 for 2’ promotion didn’t quite live up to expectations: but then again, some might say that if you raise your prices just before the promotion, it becomes a self-fulfilling prophesy.

In these days of savvy social media consumers spreading the word an instant, cynicism is perhaps not so easily hidden. I also get the impression that supermarkets are lagging behind previous years; a reduction in toy shelf space has probably been a factor, while a more leftfield (but highly plausible) theory revolves around the ‘shrinkage’ challenge presented by collectibles in the grocery channel.

Anecdotal evidence suggests that significant volumes are ‘disappearing’, and with toy sales in the first half of the year driven by the collectible category, it’s surely an issue which supermarkets need to address swiftly. It will be interesting to see if NPD’s data matches what I’m hearing on the ground, and if they can shed any further light on the factors behind these developments in next month’s article…

If further evidence were needed that modern-day consumers aren’t gullible, look no further than the reaction to Toys R Us’ return to social media in the US. Indeed, the company’s new twitter feed and Facebook sites had to be taken down and ‘cleansed’ of comments after a mere twelve hours of going live. It had all started out so promisingly. Toys R Us posted a gushing: “Guess who's back? He’s been traveling across the globe for the past few months but now #GeoffreysBack and once again ready to set play free for children of all ages. Share some of your favourite memories and get ready to make a whole lot of new ones!” (NB: I have amended the spelling, because for some reason Americans still can’t spell the word ‘favourite,’ no matter how many times we tell them). At this point, can you guess what happened? Well, here is just a selection of the comments screenshotted before they were removed: “Here’s my favourite memory: when myself and 33,000 people lost their jobs and your evil creditors took over the company and took all the money and liquidated us and took my severance.” Or try this: “My favourite memory was when you fired thousands of people with no severance in a deceptive ploy to give golden parachutes to investors and incompetent businessmen.” The fact is that social media can be brutal, and companies have zero control over what people say on their feeds. Perhaps a little less hubris and a less patronising tone might have helped though. “Geoffrey has been travelling the globe…” No, he really hasn’t; Geoffrey has been busy sacking workers, reneging on his promise to pay them severance and defrauding suppliers of millions of dollars. That’s what he’s been doing, and whether the owners like it or not, they can’t just sweep that under the carpet. I don’t doubt for one second that Toys R Us still has a vital role to play in parts of the international toy community – but whatever happens in France, the US and around the globe, if Geoffrey thought he could just waltz back in and carry on where he left off, as if nothing happened, I fear he has another thing coming. Geoffrey, I’m afraid you’ve been rumbled.

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