toynews issue 156 november 2014

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www.toynews-online.biz

Retail l Licensing l Pre-School l Marketing

16 WORKSHOP SUCCESSWe fi nd out delegates’ and suppliers’ thoughts on the Toy & Game Inventors Workshop

20 RIDE ON TIMEJakk’s Ken Goodisson tells us about the fi rm’s relationship with Fisher-Price for wheeled toys

63 PLAY IT SAFEWe speak to UL, Bureau Veritas and Intertek about the recent legislation changes

WITH THIS ISSUEThe Licensing.biz Power List of the most infl uential brands of the last 12 months

No. 156 l November 2014

Nice little earners

The pre-school sector is one of the most crowded in the toy market, but, if you get it right, it’s also one of the most lucrative. We take a look at how the landscape is changing for the under fi ves, and cast our eye over just some of the products making waves at retail

We speak to UL, Bureau WITH THIS ISSUEThe Licensing.biz Power List of the most infl uential brands of the last 12 months

in association with

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04 TN156.indd 1 22/10/2014 10:58

www.toynews-online.biz November 05

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CONTENTS COMMENTRegulars06 News08 Campaign of the Month08 Playtime09 NPD Analysis10 Industry Movers12 Industry Opinion50 Toy Shop UK52 Good Toy Guide

Features14 Category Focus: Children’s Books16 Toy & Game Inventors Workshop Review19 Toy Fair 2015: Who’s new in the Greenhouse20 The Big Interview: Jakks

Licensing.biz23 News27 The Big Interview: Ron Johnson, Nickelodeon28 BLE 2014: The Verdict

Pre-school(sponsored by VTech Baby)31 News32 A Parent Blogger’s View34 iGen Insight Research37 The Big Interview: Golden Bear39 Sector Guide: Pre-school

Retail49 News55 Sector Guide: Wheeled Toys63 Sector Guide: Toy Safety

Christmas cheer?

One indie said she is seeing sales approximately three weeks ahead of where she would normally expect them to be.

AT THE time of writing this, there are 61 days until Christmas. Selfridges has already unveiled its festive window, the lights are going up on Oxford Street and the Coca-Cola holiday truck must be busy fuelling up.

For toy retailers, this is the golden period. NPD told us this month, that traditionally the fourth quarter accounts for 50 per cent of annual toy sales. Therefore, it was encouraging to hear the comments coming from indie retailers as part of ToyShopUK’s research in this month’s issue.

When asked how confi dent they were feeling about Christmas trading this year, 72 per cent said they were either feeling very or fairly confi dent. Just three per cent were not at all confi dent.

A number of our indies have found that consumers appear to be starting their Christmas shopping earlier (oh, to be that organised), with one saying that she is seeing sales approximately three weeks ahead of where she would normally expect them to be.

While many may have stopped short of declaring it will be the best ever festive trading period just yet, that air of optimism is back and it’s infectious.

Also encouraging is hearing about some of the initiatives that indies are undertaking to help boost their Christmas trade. From layaway plans through to weekly promotions with the backing of the Toymaster catalogue, as well as taking advantage of consumers’ disillusionment with recent high profi le o� ers from some of the multiples and grocers, indies are actively fi nding di� erent ways to engage with their punters.

All this talk of Christmas also serves as a reminder that toy fair season is really just around the corner.

We have already started work on our January toy fair special – covering London Toy Fair, Nuremberg and Spring Fair. Our editorial deadline for these guides is Friday, November 21st, so if you’re going to all or just one of the shows, you really should be included. Please do get in touch with us to fi nd out more details about how you can get involved.

[email protected]

Follow us @toynewsonline WELCOME

MEET THE TEAM

Samantha [email protected]

Billy LangsworthyDeputy [email protected]

Robert HutchinsSta� [email protected]

Jodie HoldwaySales [email protected]

Carole EaglesAccount [email protected]

Elizabeth ParkerProduction [email protected]

Tom [email protected]

Lisa [email protected]

05 TN156 Contents_Final.indd 1 24/10/2014 16:01

NEWS

06 November www.toynews-online.biz

New range includes a UK debut for the Kärcher High Pressure Cleaner

By Billy Langsworthy

TRENDS UK is feeling confident ahead of the New Year thanks to a “very strong line-up” for spring 2015.

The firm will boast Bendastix, Color Me Mine, Glitza Glitter Tattoos, Kärcher and SpyX ranges next year; a line-up the company believes will give it a great start to 2015.

“We have a very strong line-up for spring 2015 and have some fantastic new launches,” Lindsay Hardy, marketing director at Trends UK, told ToyNews.

“The new Kärcher High Pressure Cleaner is fantastic role-play for the garden, the perfect toy to

get kids outside for spring and summer. We are also introducing the exciting new Bendastix, a unique toy that offers up endless possibilities of creative play.

“We are also combining the incredible popular Disney Frozen licence into the Color Me Mine brand, offering Elsa fans the chance to design their own bag. For budding spies we have a very strong spy gadget offering with SpyX, which offers great price points, and compendium sets. With these strong launches in offer, we are hoping for a great beginning to a strong year.”

Kärcher will be making its UK debut thanks to Trends, and the company feels

the UK will embrace its unique kid-friendly spin on a pressure cleaner.

“There are always muddy bikes and cars to be washed whatever the weather,” added Hardy.

“It isn’t practical to let a small child have a go with a

real pressure washer so this scaled down version will go down really well with parents and children alike. It has two water sprayers and the same ‘trigger action’ as the real ones – let’s get busy.”

2015 will also be a milestone year for the

firm as it will boast a new, bigger stand at London Toy Fair.

Hardy continued: “We are launching some really exciting new products for 2015 and have a new bigger stand at Toy Fair where we will be showcasing the exciting new launches for next year.

“Trends UK is a growing company with a wide range of high-quality products that appeal to kids, present buyers and gadget lovers. We are continuing to expand the business for 2015 with exciting new brand launches and product news supporting the growth of our current portfolio.”Trends UK: 01295 768078

By Robert Hutchins

PAUL WINDLE Designs has outlined its plans to work even closer with the toy and game industry as the firm marks its 25th anniversary in the industry this year.

2014 has been a busy year for the studio which has signed a range of new licences and will be launching Star Wars Rebels cards and games next year.

The firm has also seen great success over the

last 12 months thanks to Disney’s Frozen, alongside Peppa Pig, TMNT, Hello Kitty, LEGO and more.

Paul Windle Design is now looking forward to continuing its success in the toy industry, as it gears up to attend the Nuremberg International Toy Fair in 2015.

“We are looking forward to a successful 2015,” said John Dyer, director and senior artists at Paul Windle Design.

“It is always an exciting time as we’re involved in the launch of new products. We are already

working on projects with clients, creating designs for new toys and games that we can’t talk about at the moment. But all will be revealed at the upcoming Toy Fair show.”

The creative firm has seen many changes over the course of its history, but Paul Windle insists it has managed to hold on to its heritage that spans a quarter of a century.

“There have been many changes over the last 25 years,” added Keith Opie, joint director and senior artists at Paul Windle Designs.

“The obvious one has been the Digital Revolution. We have evolved our services to keep up with the developments in the games industry.

“Working with app and game developers, we now produce digital content and CGI illustrations alongside the more traditional requirements.

“Despite the advancements, we do still draw though. It all still begins with a pencil and paper. I don’t think that will ever die.” Paul Windle Designs: 0191 231 4400

Paul Windle Designs celebrates 25 years with Frozen, Star Wars Rebels and LEGO

Trends UK feeling bullish over spring 2015 line-up

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Units 8 - 17 Sandhurst, Kings Road, Charfleets Industrial Estate, Canvey Island, Essex, SS8 0QY. Tel: 01268 511522, Fax: 01268 513109 or e-mail [email protected] 8 - 17 Sandhurst, Kings Road, Charfleets Industrial Estate, Canvey Island, Essex, SS8 0QY. Tel: 01268 511522, Fax: 01268 513109 or e-mail [email protected]

06 TN156 News_Final.indd 1 24/10/2014 16:10

NEWS


Licensing.biz Power List 2014 winners namedFrozen, LEGO, Orla Kiely and 2014 FIFA World Cup crowned as most infl uential brands of last 12 months

By Samantha Loveday

THE RATHER snazzy supplement that is included with your issue of ToyNews this month is the second Licensing.biz Power List, your guide to the most influential brands of 2014.

Voted for by 200 independent industry judges – including licensors, licensees, retailers and agents among others – the four categories each had clear winners: Frozen (Disney) was number one in the Character & Entertainment sector, LEGO was named the number one in Brands for the second year running, Orla Kiely topped the Art & Design category, while FIFA World Cup 2014 took the top spot in Sports.

The Power List – put together by sister title Licensing.biz, published in association with miPR, and sponsored by Counterpoint Systems – also honours big name properties including Peppa Pig, Despicable Me, One Direction, Cath Kidston, V&A, Tour de France, England Rugby and Manchester United.

In addition, a number of brands climbed signifi cantly from their positions in last year’s Power List. These include The Great British Bake O� , Minecraft, Paul Frank, Downton Abbey, Doc McStu� ns, London Underground, Smiley, Formula One and Red Bull.

The full Power List will be distributed with selected issues of Music Week and MCV.

CHARACTER & ENTERTAINMENTFrozenPeppa PigDespicable MeMinecraftStar Wars

BRANDSLEGOOne DirectionCoca-ColaAppleTango

ART & DESIGNOrla KielyCath KidstonV&AEmma BridgewaterLondon Underground

SPORTSFIFA World Cup 2014Tour de FranceManchester UnitedWimbledonGlasgow 2014 Commonwealth Games

THE TOP FIVE PROPERTIES IN EACH CATEGORY ARE AS FOLLOWS:THE TOP FIVE PROPERTIES IN EACH CATEGORY ARE AS FOLLOWS:

07 TN156 News_Final.indd 1 24/10/2014 16:06

CAMPAIGN OF THE MONTH / PLAYTIME


Paw Patrol

Playtime

Putting a smile on the faces of children across the globe, this Christmas sees the arrival of Nick Jr. and Spin Master’s favourite collection of pups. And the firm has some extensive marketing plans already in place

CONTACT n Spin Master: 01628 535 000 n www.pawpatrol.com n www.spinmaster.com

PAW PATROL is on a roll with a hit show on Nick Jr. and a new action-packed pre-school toy range available in time for Christmas. And Spin Master’s new range will include figures, vehicles, play-sets, plush and pre-school games.

The CG animated show follows the adventures of six heroic puppies, led by ten year old boy Ryder. When trouble strikes in Adventure Bay, the pups are on hand to save the day with a unique blend of problem solving skills, vehicles and dog-based humour.

Pre-schoolers will be able to keep the Paw Patrol team racing with a full assortment of Rescue Vehicles, each including simple features and accessories, as well as an articulated pup figure.

Meanwhile, Spin Master’s range of eight-inch Pup Pals feature detailed outfits an expressive eyes.

In addition to the ranges, two pre-school games: Look-a-Likes Matching Game and Adventure Board Game will be available.

And to support the launch of the range of toys based on the popular pre-school series, Spin Master has an extensive marketing campaign in place, spanning television programming, advertising, digital campaigning and social media activity.

PAWS AND REWINDHaving enjoyed outstanding ratings for series one, Nickelodeon and Viacom Consumer Products has announced that the show will now make its free to air debut on October 11th.

Paw Patrol will now join the line-up of pre-school programming on Channel 5’s kids’ network, Milkshake.

The show will air on weekends at 7.45am, while new episodes of the CG animated programme will continue to air on Nick Jr. at 4.30pm.

ALL UNDER ONE WOOFSpin Master and Nick Jr. will collaborate on developing a range of in-store merchandising activity in time for Easter 2015.

DIGI-TAILSpring 2015 will see the launch of a comprehensive global digital and social media campaign, spanning popular platforms including Facebook and Twitter. The show also enjoys a dedicated website, courtesy of Nick Jr.

BARKETING PLANStrong TV advertising in spring 2015 will see main characters from the TV show given a new leash of life in Spin Master’s collection of action figures and plush toys, including the likes of Chase, Marshall, Skye, Zuma and more.

Year-on-Year Growth of the Kids’ Commercial TV StationsCH Eq. Impacts, January 1st - September 30th 2013 vs 2014

Toy News PlayTime is provided by Generation Media 0207 255 4650 | www.generationmedia.co.uk

Source: BARB 2014

In the run up to the key buying season, children across the country will no doubt begin writing their Christmas wish list.

With children’s exposure to toys and games advertising now on the increase (22.1 per cent of all TV adverts

kids saw in September was a toys and games commercial vs 14.5 per cent in August) it is important for advertisers to review the performance of the kids’ commercial TV channels.

The majority of kids’ TV channels experienced a

year on year audience decline in September (the ninth consecutive month of decline this year). This has resulted in total viewing on commercial kids’ channels being down four per cent year-on-year.

Following Pop’s move to a free to air platform,

the channel has continued to grow its audience size with an 86 per cent year-on-year increase.The channel’s growth can also be attributed to the introduction of Pop +1 in July.

The largest kids commercial channel from January 1st to

September 30th is Cartoon Network. This is no doubt due to the fact that CNToo switched to CartoonNet +1 leading to a higher share of the market for the channel. We will continue to monitor the kids commercial channels viewing performance in the following months.

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Generation Media looks at the growth, and decline, of kids’ commercial TV channels in 2013 against 2014

08 TN156 COTM/Playtime_Final.indd 1 24/10/2014 17:02

NPD RESEARCH


Entertainment brands bolster market as it heads into Q4

Retail Sales Trends

TRADITIONALLY THE fourth quarter of the year accounts for 50 per cent of annual toy sales and the UK toy market is looking very healthy leading into this key period, with September the sixth consecutive month of growth - value up two per cent and volume up four per cent.

The market grew in a number of areas with arts and crafts, building sets and outdoor continuing to drive the market, but there was growth from other areas as well.

Action figures was up for the third month in a row with value

sales up 16 per cent. The top three properties in action figures were all in double-digit growth – Transformers, Spider-Man and Teenage Mutant Ninja Turtles and all related to film releases this year. Minecraft is now the number four property in action figures.

For girls, dolls remains a key category, with fashion dolls growing by an additional £2m sales in September – heavily driven by the strong performance of Disney’s Frozen. Barbie and Monster High sales remain strong as well.

Play-set themed dolls is still a key area for girls with traditional favourites Sylvanian Families still a top property, while My Little Pony and Zelfs both continue their recent growth.

Youth electronics has also had a good month with plenty of new releases climbing the charts ahead of the key Christmas period. Little Live Pets has had a very strong month with the top two items in this subclass, while both Xeno and My Friend Cayla have also had a solid September.

“September traditionally sees the start of the Christmas shopping period with sales increasing and reaching a peak the week before Christmas,” said Jez Fraser-Hook, practice director of NPD Group’s toy business in the UK.

“This year a number of new products have had strong launches and look set to be part of many children’s wish lists. But for many parents value remains a vital part of the reason for purchase – both price and play value. This is often the key to turn new launches into a perennial part of the toy shelves and retailers need to balance old favourites and exciting new products on shelves.”

Notes: All participating NPD retail data suppliers provide weekly data via epos systems. NPD figures are not projected to represent non-participating retailers but provide 100 per cent of the sales from participating stores. Epos sample includes the following retailers: Amazon.co.uk, Argos, Asda, Boots, Debenhams, ELC, Firebox, Freemans, Grattan, Halfords, Hamleys, HMV, John Lewis, Marks & Spencer, Mothercare, Next, Play.com, Sainsbury’s, Shop Direct, Tesco, The Entertainer, Toys R Us, Toymaster, WHSmith, Wilkinsons. NPD estimates that the epos now accounts for 78% of the total toy market.

01932 355 580

UK RETAIL SALES TRENDSSeptember 2014 (£ sales – value) September 2014 (Unit sales – volume)

2. LEAPPAD EXPLORER LEAPFROG 2. THE SIMPSONS MINI-FIGURES LEGO

3. DISNEY PRINCESS FROZEN SPARKLE ANNA MATTEL 3. 2014 FIFA World Cup Brazil Official Stickers PANINI

4. FROZEN SNOW GLOW ELSA JAKKS PACIFIC 4. LEGO MIXELS LEGO

5. LITTLE LIVE PETS PALM PALS BIRDS ASSORT. CHARACTER OPTIONS 5. PLAY-DOH CLASSIC 4 PACK HASBRO

6. FIRST STEPS BABYWALKER VTECH 6. MOSHI MONSTERS BLIND BAG ASSORTMENT VIVID

7. HOT WHEELS BASIC CAR ASSORTMENT MATTEL 7. PLAY-DOH SINGLE TUB ASSORTMENT HASBRO

8. FROZEN ELSA’S MUSICAL SNOW WAND JAKKS PACIFIC 8. MATCH ATTAX 2014/15 TOPPS

9. LEGO MIXELS LEGO 9. MARVEL HERO ATTAX TRADING CARDS TOPPS

10. DISNEY FROZEN ICE SKATING ASSORT. MATTEL 10. DISNEY FROZEN STICKER COLLECTION PANINI

1 1DISNEY FROZEN SPARKLE DOLL ELSA/KRISTOFF MATTEL

HOT WHEELS BASIC CAR ASSORTMENT MATTEL

Properties

Sales

Average toy price

Best item progression September 2014

UK toy sales(value, year-to-date)

Frozen Snow Glow ElsaThe Jakks Pacific item has benefited from the success of all things Frozen, climbing from number 8,953 in August to number four in September.

September ’14: £8.28

September ’13: £8.39

Source: NPD

YTD2013

YTD2014

2%

09 TN156 NPD_Final.indd 1 24/10/2014 16:23

HALILIT n The firm has expanded its sales team with the addition

of a new sales coordinator. CAMILLE ASHFORTH has joined the team as it carries out its UK expansion. Ashforth is looking forward to meeting customers old and new in her role.

GOLDEN BEAR n Former Plum Products executive, IAN RICE has

joined the team as its new national account manager. Rice has taken the role as maternity cover for existing national accounts manager, BECKY MATTHEWS. In his previous role at Plum

Products, he worked his way up from regional sales manager to national account manager.

Rice will now report to Golden Bear’s sales director, JULIE TAYLOR.

RAINBOW DESIGNS n The firm has strengthened its sales team with

the addition of former Mega Brands executive, TONY MACE. Mace has joined the team as its senior account manager. His appointment with the firm follows a nine year stint at Mega Brands, while Mace boasts over 18 years’ sales experience across a range of High Street and e-tailer customers in the toy sector.

UNDERGROUND TOYS n ANDREW SMITH has joined the team to become its new European

sales director. Boasting over 20 years experience handling licensed toys, novelties and gifts, Smith has enjoyed stints with Zeon, Wesco and Matchbox. Joining the company from early November, Smith will report to ANDY ODDIE and KENNY PENMAN.

With Smith on the team, key focuses for the firm going forward will be the Star Wars and Marvel feature plush, Pop! Vinyl, WWE and Doctor Who.

JUMBO GAMES n The adult puzzle

specialist has welcomed a new national account manager to its expanding team. MIKE HARTSHORN has joined the firm to take charge of planning and prioritising sales activity, as well as managing the business portfolio for key retail accounts.

He joins the firm with 20 years experience in the toy industry, having previously worked with brands

including Tomy, Golden Bear Toys and Trunki.

Hartshorn will now contribute to building brand awareness, support local marketing activities and liaise with existing customers.

WEST DESIGNS PRODUCTS n The arts and crafts supplier has welcomed a triple hire as the firm continues its plans for UK expansion. TAYLA EDMONSON has joined as the head of marketing and product development, while JULIE WOODGATE will coordinate press and PR strategy for the firm. Completing the line-up, JAMIE PATRICK joins to assist with marketing and graphic design. The newcomers join marketing assistant MICHAELA COSTEA who has been with the firm for 18 months.

APPOINTMENTS


This month, Bandai bids farewell to a number on long-serving sales agents clocking up 90 years between them with the firm, Golden Bear takes on a maternity cover and Big Potato stars as our Team of the Month

Industry moves

Who’s in the team?Big Potato is made up of me (Tristan) and my staff, Ben and Dean. Okay, they’re not really staff, they’re joint founders. But it does make me feel more important to think of them as my minions.

What have been the biggest successes for Big Potato in the last year?It has to be seeing our first title, Linkee launch in the US and Canada. Working on the BBC One TV show, The Link was good too. It’s based on Linkee and sitting down to watch it with my in-laws is a treat.

What are you guys working on at the moment?We have three new games that we hope to have out there before Christmas. The first is a slightly dark storytelling game called Bucket of Doom that we launched on Kickstarter this September.

What is the hardest part about working in the toy industry?Meeting someone who works in insurance or some other slightly dry job, and telling them that you make games for a living. It can be tricky not to sound smug.

And what’s the best part?Realising that I don’t work in insurance. (Not too sure why I am picking on insurance salesman so much.)

So who is the Big Potato team joker?We are all jokers really. I do Monday and Tuesday. Dean does Wednesday and Thursday. And Ben lets rip on Friday.

The best joke from Ben: ‘What did the submarine say to the boat? I can see your bottom.’

And that’s why he only gets one day.

Finally, who makes the best cuppa?Me, because the other two drink coffee.

I buy all the biscuits too, which keep disappearing. I’m going to get a lock for the tin.

TEAM OF THE MONTH BIG POTATO

BANDAI n Last month, the firm made a special presentation to say thank you and farewell to three of its long-serving agents, all retiring at the end of this year. Husband and wife team, MIKE DANIELS and MARLENE DANIELS, DAVE SOUTAR and ROB TODHUNTER are all hanging up their order books in December, and will be greatly missed by everyone at Bandai.

Having clocked up 90 years between them, the trio has been with the firm since the early days in the 1980s and have been involved in many of

the company’s successes over the years, including Power Rangers, Ben 10 and Tamagotchi.

Sales manager at Bandai, AMY ALLBON (second right) has bid an emotional farewell to the three and has thanked each of them for their contribution to Bandai over the last 30 years.

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11 TN156.indd 1 23/10/2014 16:20

Leaps of faithInspired by the Toy & Game Inventors Workshop, Steve Reece shines a spotlight on the vital role that the independent toy inventor plays in the continued success of our industry

THE RECENT success of the Toy and Game Inventors Workshop highlighted the critical role of inventors in the toy industry, and the event looks set to become a highly valued part of the annual toy business calendar.

From way back in time, independent toy inventors have been a hugely positive contributor to the toy business.

I recently read the life story of Frank Hornby (inventor of Meccano, Hornby model railways and Dinky toys in case you didn’t know) and was intrigued by his journey from idea to hugely successful reality (several times over).

Despite the time lapse since he began his journey, the stories of modern day inventors turned toy company magnates often appear to be very similar in terms of stages of development.

Firstly, the creative spark, most often as a response to a situation that needs change or a perceived problem that needs to be fixed.

Secondly a leap of faith in terms of investing time, money and ego into the concept.

Third, an unrelenting commitment to and belief in the face of the grind of selling – whether licensing as a concept or selling a finished product directly.

Where would we be without these leaps of faith?

Well, we wouldn’t have crossword puzzles, LEGO, Play-Doh, Barbie, Furby, Rubik’s Cube, Trivial Pursuit,

Cluedo, Monopoly and many more. So a huge chunk of toy industry sales (past, present and future) have directly resulted from those leaps of faith.

That’s not to say that all invented products or even

all inventors offer 100 per cent pure gold opportunity.

For sure a high percentage of toy and game concepts are never going to work commercially,

but the job of good management is to filter out the wheat from the chaff – and perhaps more importantly then to take their own leap of faith to back new concepts they believe in, even though it’s

easier to launch a licensed range.

The sometimes exhausting and often frustrating process of reviewing and selecting concepts is what commonly determines the winners and losers in our industry, because invented concepts become owned/managed brand intellectual property, which is where long-term stability and success come from in our industry versus chasing the next hot licence.

So the next time you hear those oft repeated lines from the uninitiated “What it is, is I’ve invented a toy/game”, consider what comes next carefully, because you just might be looking at the next big hit.

Steve Reece runs a leading Consultancy delivering consumer research and manufacturing sourcing services to toy & game companies. Contact him via: www.KidsBrandInsight.com

Key ingredients to successful toy testingToyTesters.tv CEO Gemma Gallagher outlines the company’s unique blend of pointers to bear in mind when testing toys with children

IT WAS the movie that did it (you know the one with Tom Hanks). I thought, why not? Let’s give as many children as possible the chance to be toy testers.

Testing toys seems like a fun idea, but when you involve adults, it can become very dull; paperwork, ‘the research bit’ and the ‘focus groups’. We don’t do any of that.

We use the following ingredients: We’ve ditched the suits and the paperwork. Entering a room with Blackberry in hand and tapping away on a laptop in a toy testing session, creating graphs about children’s ‘play patterns’ doesn’t work. It really isn’t an appealing experience for children.

We make children’s dreams come true. We allow every single child in the UK to apply to become a toy tester. It’s a very special job. And is a huge joy to hear the screams of excitement coming down the phone when a parent tells a child they’ve been chosen.

How do we choose? Randomly. We allow all children to be involved. Don’t hire actors. Real children are your audience. We’ve created a stage. A camera crew and a children’s TV presenter makes a huge difference. Children love the excitement and opportunity to be ‘on screen’. Capture the magic on camera. It’s far more interesting than bits of paper.

We use different environments. Schools, retail and studios are all part of our mix of environments. Retail environments are important stages because children feel at home in toy stores, they can play together with their friends in schools and they love being invited to shoot reviews in studios. Don’t stick

to the same place. Mix it up a bit. We just let them play. We don’t have a specific method of testing toys with children. There shouldn’t be one. We simply let them play and have fun. Don’t be methodical. Leave the play to the children. We give children a position of authority.

Children are the only judges in our world and they tell us very honestly what they think. They love to give their opinions, tell us how toys can be improved and what should come next, and why. We do publish constructive criticism. We’re not afraid of publishing constructive criticism in reviews, and you shouldn’t be either. Allowing honesty to be seen by the world demonstrates you are confident in your product. A review with some negativity and ideas for future product development is more likely to be watched than a glowing report.

Embrace honesty. It’ll be one of your biggest assets.

Gemma Gallagher is CEO at ToyTesters.tv. She can be contacted at [email protected].

OPINION


The stories of modern day inventors turned toy company magnates often appear to be

very similar in terms of stages of development.

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Play it againThis month, David Smith comes down with a severe case of déjà vu when it comes to the latest playground craze to return to playgrounds: diabolo

THERE’S A diabolo craze sweeping my boys’ school at the moment.

If my memory serves me correctly, this is the third time diabolo mania has swept through their school in the last five years.

It always starts the same way. A younger child comes into school with a diabolo, probably thinking he or she is the first to have ever seen this wondrous new invention.

Friends who have never seen a diabolo before are awestruck and instantly ask their parents for one.

Parents, delighted that their little ones are asking for something so wonderfully old-fashioned, are happy to oblige.

At the same time, veterans from past crazes are prompted to dust off their old diabolos and bring them into school, at which point they amaze both friends and themselves with the fact that they can still do all of the old tricks (playing with a diabolo, apparently, is very much like riding a bike).

The result is that, in the space of a few days, the playground is filled with children at various stages of competency.

Diabolos are rolling across the car park at pick-up time, the air is filled with a new vocabulary (although this varies from outbreak to outbreak, our playground is currently

reverberating to cries of ‘grind’, ‘electric’ and ‘elevator’,) and everyone knows to pay attention when someone says they’re going to have a go at the jaw-dropping ‘firecracker’.

If this craze is anything like the others, it will all be over by Christmas, but it’s a lesson in longevity

and the way the simplest toys can keep on calling out to children.

I think the toy industry as a whole is often preoccupied with finding the next big craze. I can understand this preoccupation, of course.

There’s a lot of money to be made if you get the

product, marketing and timing just right.

But there’s also a danger that a craze can have no solid foundation and can fade away just as quickly as it exploded onto the scene in the first place.

If a craze is little more than collectable pieces of plastic, it’s unlikely to ever enjoy a renaissance.

If, however, like the diabolo (or the recent Loom Bands) there is actual play value built-in, then you could have a hardy perennial on your hands.

You may be left guessing when the craze is going to flare up again, but you can rest assured that somewhere, someday, it will.

David Smith runs the consumer-focused toy news site ToyTalk (www.toytalk.co.uk) and is the author of the book, 100 Classic Toys.

Christmas is hereWith the season to be jolly pretty much upon as, and 2014’s end in sight, Simon Valins from Fizz Communications outlines the key times for toy PR across the year

AS YOU read this article, Christmas shopping is well and truly underway. So no better time than to discuss the merits of when to publicise toy ranges for this key period.

There have been conflicting views recently, but the solution is simply timing and budget.

A busy journalist lives by deadlines, so the PR execution matters most when said journalist wants to be talked to.

Of course, playing the PR timing game is a bit like trying to time the stock market - it doesn’t work, so hedge your bets.

There’s a pyramid of importance, starting with the January/February toy

fairs. A good time to capture early media contacts and spread awareness for the key autumn period.

London Toy Fair offers exhibitors plenty of useful

opportunities, with the Meet the Media event, Toy Fair TV, Demo Zone and all sorts of journalists running round on press day on the hunt for the year’s best toy prospects.

What exhibitors invest in during trade fairs doesn’t necessarily mean shooting too early, as seeds sown here

will often sprout into much sought after coverage.

A good case in point is the Hobbico Real Flight Simulator featured on C4’s Gadget Man at the end of September –

our first contact was made at London Toy Fair.

Of course, marketing budgets can’t always stretch to elbowing your way into the limelight at trade shows. In any case, the real PR legwork kicks off in the summer and recent months have focused on various Christmas in July events.

We take a more practical approach. Maybe physical events have their place, but why drag busy journalists away from their desk for a few hours, so they return to the inevitable stockpile of emails, tweets, posts and a painful catch-up.

These days, there’s plenty of ways to tap into media requests on the journalist’s terms – Response Source, Gorkana, etc – but if budgets are tight, start your email and social media efforts early.

The autumn publicity drive hits a crescendo from September and this is where the toy industry is wise to focus their PR efforts.

However, it’s not easy cutting through the clutter

at this time of year and working out your attack combination of pitching by phone, teasing with Twitter and execution by email.

Our Christmas Gift PR campaigns have evolved over the last few years as an incredibly cost-effective platform for reaching the much-coveted Christmas Gift Guides.

The roll call of success speaks for itself - The Guardian, The Sun, The Independent, The Times, Metro, Loaded, The Gadget Show. It’s a long list and it’s why we have toy clients coming back year after year, new clients from non-toy sectors, as well as clients who use it as a bolt-on to their existing PR arrangements.

Simon Valins is managing director at Fizz Communications. For further information, contact Simon on [email protected] or call 07941 369745.

OPINION


Playing the PR game is a bit like trying to time the stock market -

it doesn’t work, so hedge your bets.

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CHILDREN’S BOOKS


Novel ideasOne of the most basic forms of play, children’s books and storytelling is enjoying a growing presence in traditional toy retailers. And with World Book Day proving ever popular, Robert Hutchins explores how toy shops can get their Happy Ever Afters

IN THE heart of the Enchanted Wood lays a magical area where children’s tales and imaginations come to life.

Here, youngsters can travel through time, meet mythical creatures and embark on adventures, all without having to leave their surroundings.

And if you don’t believe that such a place exists, then have a look for yourself, because Enchanted Wood Children’s Store in Guildford is just one in a small chain of toy shops in Surrey offering a variety of children’s books.

Such is its affinity with reading, that customers of the Enchanted Wood can even borrow any number of books from the local library, situated within the shop.

But Enchanted Wood isn’t alone. Up and down the country, more and more independent and big name toy shops are turning to

the printed medium as a means of boosting their children’s offering and becoming the destination for kids and parents alike.

And over the recent years, popular children’s book publishers have seen relationships with toy retailers grow stronger.

“This year has seen us open more and more accounts with toy shops, and we are seeing an increase in interest where we never knew there was any,” explains Anna Howorth, marketing and publicity manager at Usborne Publishing.

“I think everyone is trying to diversify. Book shops are selling more toys and stationery and toy shops are selling more children’s books, and independent toy retailers are in the perfect position to do this.”

With the same target audience in its sights as many of the toy

companies, and with the growing trend to bring toys and books closer together, Howorth believes that children’s books can be viewed as an extension of toys themselves.

Jonty Chippendale, owner of The Toyshop in Cockermouth has been selling children’s nursery rhymes and activity books for 15 years and believes that toy shops and kids books go hand in hand.

“We tend to go for the traditional books,” Chippendale tells ToyNews. “And they stand right next to the infant toy stand, they are all just part of our offering and they earn their space just as well as the Wow Toys stand.”

Having had a presence within the Lake District-based toy shop for half a generation, children’s books have simply become part and parcel of the toy retailer offering, and

Chippendale believes they certainly hold their own against the many toy brands in store.

“We have a little selection of books, and they work well simply because children love them,” he comments. “My kids did, my friend’s kids do, they are a nice thing to buy, they last and they are very much a traditional child’s toy in a way.”

READING IS A GIFT FOR LIFEAnd this is a sentiment that Usborne has really tapped into, bringing the worlds of toys and books ever closer together with the Christmas launch of its latest title, an interactive puzzle book called Wind Up Train.

Billed by the firm as a book and toy in one, the title allows kids to take the pages out of the story book and lay them together in a puzzle to create a railway track for the toy train.

“We know that literacy rates in this country are pretty poor, so getting kids into reading is a great thing to do, it’s a gift for life,” continues Usborne’s Howorth.

Among the publisher’s portfolio is a sticker book called Build Your Own Robot and a slot together castle (left) that comes with a book on castles and two model armies.

“Toys are amazing and for kids it’s really important for them to have physical toys and engage in creative play, so to introduce that into the book sphere gives them more excitement and introduces families to books as a go to gift idea,” Howorth explains.

For towns that don’t have a book shop, the toy shop is the

destination spot for kids.Anna Howorth, Usborne

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CHILDREN’S BOOKS


OWNING THE BOOK WORLDPerhaps one of the most recognisable children’s books to have embarked on its own toy tie-in programme in recent history is Magic Light Pictures’ The Gruffalo which after six years at retail with plush toys, has welcomed Gruffalo themed puzzles and wooden toys, aimed at the indie toy retailer.

“We have definitely seen growing demand for Gruffalo toys (right),” says Daryl Shute, brand director at Magic Light Pictures. “The core product is about looking like the book and capturing the heritage of the book.”

With new puzzles on the way from Ravensburger and a range of wooden toys from Bajo, Shute believes that retaining the integrity of the book in the tie-in products is key to the success of both the book and the toys across retail.

“The Gruffalo works so well in both sectors simply because it is such a great

story. Not only do children love hearing it or reading it, but parents do, too. The book offers a grass roots connection with the audience, and it has opened up doors for us, and we have likewise opened up doors for the book to sit alongside non-book product in the toy shops.”

Shute explains that while The Gruffalo is a steady performer throughout the year, interest in the book and the products tend to increase sharply around certain events in the toy and book retail calendar.

“We certainly see an increase in interest in The Gruffalo around World Book Day in March and Book Week in June,” he says. “Gruffalo is steady all year round, but there are definite spikes.”

WORLD BOOK DAY 2015If this past March you thought you caught a glimpse of Harry Potter making his way to school, or a Gruffalo waiting at a

bus stop – rest assured you weren’t going mad. World Book Day is an annual event designed to get kids reading by offering them book tokens to be redeemed at local bookshops. To celebrate the day, children and book lovers are encouraged to dress up as their favourite literary characters.

“Over the years, World Book Day has certainly become one of the annual focuses in the dress-up calendar,” explains Struan Robertson, trade marketing manager at Rubie’s Masquerade. “Our book-related character lines – especially Harry Potter – always prove to be bestsellers.”

On March 5th 2015, the World Book Day initiative will aim to once again bring books to life and inspire kids to read, and Rubie’s will be on hand to provide dress-up lines covering all books from The Very Hungry Caterpillar to The Hobbit.

“Next year, one of the books being promoted is The Diary of Dennis the Menace, so we are introducing a

fun new Dennis the Menace licensed costume, with an adult version for teachers to get involved, too.”

A NEW CHAPTERBringing toys and books closer is a growing trend, as many toy retailers begin to fill the hole left by a declining number of independent book shops.

“For the first time, the number of independent

book shops in the UK fell below 1,000 last year,” says Usborne’s Howorth. “We continue to work primarily with these retailers, but toy retail is definitely a new and exciting market for us.

“We hope to continue strong in this market. For towns that don’t have a book shop, the toy shop is the destination spot for kids, and it makes sense for us to be there.”

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The first Toy & Game Inventors Workshop took place in September, as budding toy creators grasped the opportunity to pitch their ideas to some of the biggest companies in the industry. Billy Langsworthy reviews the event and explains how it marks the beginning for a new inventor-shaped string to ToyNews’ bowEARLIER THIS year, we began a series of features looking at how the UK toy industry worked with inventors, and how creators can get their ideas onto shelves.

Soon, we were sharing stories, of both success and frustration, from inventors from around the UK, and further abroad.

However, most claimed that getting direct contact with toy companies proved impossible. They sent emails they felt were sitting in an underused, overcrowded inbox, and they didn’t have the contacts they needed to get noticed.

The first Toy & Game Inventors Workshop was set up to help: both inventors to get their products on the right path and toy companies looking for a hidden gem.

The event - held in association with Britain’s Next Hot Toy - took place

at Rich Mix in London and saw almost 100 inventors pack into the venue.

They were treated to a full conference programme in the morning, opened by Dr Jim Wyatt, creative director of Wow! Labs.

Following the opening address, Phil Sage, director of global product acquisition and inventor relations at Hasbro, took delegates ‘From

Sketch to Shelf’, talking them through the process that the firm goes through when working with inventors; Wendy Philips from The Toy Safety Experts outlined the key points from the new safety legislation, while Lesley Singleton, director of

Playtime PR offered them tips on how to sell their big idea.

Steve Reece from Kids Brand Insight then chaired What Retail & Consumers Are Looking For, introducing Wendy Munt, former Argos buyer and director of Be Inspired; Dr Amanda Gummer from Fundamentally Children; Cara Davies from Firebox.com; and Becky Ottery from indie store Eclectic Games.

Toyologist Peter Jenkinson lead the board game panel, speaking to Richard McLuckie from Pants on Fire Games, Tristan Hyatt-Williams and Dean Tempest from Big Potato, Ben Hogg from Esdevium Games and board game

expert Daniela Pietrosanu on why the board game category is booming.

Finally, there was the inventor panel session, chaired by Dougal Grimes, director of inventor relations at Hasbro.

The lively debate included Sir Torquil Norman, Bluebird Toys founder and creator of The Big Yellow Teapot; Rena Nathanson, founder of Bananagrams; Richard Heayes, founder of Heayes Design; and Dr Jim Wyatt from Wow! Labs, all sharing fascinating tales about how they made it in the toy industry.

In the afternoon, inventors were given the chance to pitch to event partners Asobi, Cartamundi, Hasbro, Flair, John Adams, Sambro, Vivid, Casdon, Trends UK, HTI, Wow! Stuff and Guandong Alpha Animation while Fundamentally Children, Big On Toy Innovation and Be

Inspired were also on hand to offer delegates advice.

And it worked. At the time of writing we know of five toys and games currently being seriously considered by toy firms, with one already confirmed to be heading to retail in the near future directly as a result of the Workshop.

This whole event came about as a means to bring the UK toy and game inventor community together. They wanted a forum to network, learn and pitch their ideas.

Now they have one, and we have even more plans via our imminent Toy & Game Inventors Bulletin to offer more news, features and events to this passionate, thriving, and frankly, vital community.

As Kids Brand Insight’s Steve Reece said: “The toy industry in the UK has needed something like this for years.”

THANKS TO OUR PARTNERSToyNews’ Toy & Game Inventors Workshop was held in association with Britain’s Next Hot Toy. We would also like to thank our event partners: Asobi, Cartamundi, Hasbro, Flair, John Adams, Sambro, Vivid, Casdon, Trends UK, HTI, Wow! Stuff, Guandong Alpha Animation, Be Inspired, Fundamentally Children and BOTI

The UK toy inventor community wanted a forum to network, learn

and pitch their ideas. Now they have one.

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WHAT SOME OF OUR SPEAKERS AND SPONSORS THOUGHT

WHAT SOME OF OUR DELEGATES THOUGHT

Steve Reece, Kids Brand Insight“Toy and game inventors are the lifeblood of the toy industry. The Toy & Game Inventors Workshop gave unparalleled access to the UK toy industry for inventors. The event was a great success in terms of participation and quality of content. Can’t wait for the next one.”

Richard Heayes, Heayes Design“It was a great turnout from the industry plus some good creative discussions with up and coming and established inventors. A dedicated event that increases the profile of the inventor scene in the UK has to be a good thing.”

Rena Nathanson, Top Banana at Bananagrams“It was a fantastic day and a great opportunity to put faces to names. I learned an awful lot from veterans in the industry and was inspired talking to the new inventors. It’s really nice to see lots of good energy and ideas that promise to reinvigorate the toy and game sector.”

Wendy Munt, Be Inspired“What an excellent, high energy day the Inventors Workshop was. It was fantastic to see so many interesting ideas presented and be able to give advice to over 20 inventors on their product development and possible routes to market. All of the feedback I’ve had from the inventors involved has been highly positive and several are now having further discussions regarding potential distribution.”

Ben Hogg, Esdevium Games“We enjoyed the discussions on games and it was interesting to hear different views from other companies and individuals within the toy trade.”

Peter Jenkinson, Toyology“It was a cracking day with just the right blend of people to make it interesting, informative and thoroughly enjoyable. All round inspiring for anyone in the toy industry.”

Lesley Singleton, Playtime PR“It was a real honour to be part of the first ever Toy & Game Inventors Workshop. The enthusiasm from the

inventors was matched by that of the brands and it really felt as though the playing field was leveled for all parties. It was the perfect platform for inventors to gain unprecedented access to industry experts and big brands alike. I suspect it’s an event which will only grow in popularity and will become an important annual fixture on the industry calendar.” Dean Tempest, Big Potato“It was really good. The talks could have gone on and on because all the speakers were that good. We met a lot of interesting people too who we may not have met otherwise.”

Sir Torquil Norman, Bluebird Toys founder“It was a very useful day for toy inventors. I hope it is the first of many.”

Lindsay Hardy, Trends UK“It’s been really interesting. The speed dating has been absolutely hilarious. What’s so surprising is that it’s not been done before. You think of all the scrambling that goes on at toy fairs when it’s

not convenient to hear pitches. It’s been really good and you guys have been amazing at coordinating the whole thing.”

Thierry Bourret, Asobi“This morning was interesting, both for the speakers and the audience questions, especially the one about rejection! We saw some really good stuff and there is at least one thing for sure that we are going to follow up on. As initiative, it’s been absolutely fantastic.”

Dougal Grimes, Hasbro“It’s been amazing. You guys have done an amazing job. The talks were helpful and all the panel discussions were good. It’s always really important for new toy and game inventors to understand some of the challenges that others are going through. The standard of the inventors coming here has been really high. The best thing is to support the inventor community. We want them to keep inventing, so if it’s not right for us, we try to guide them somewhere else because if they get successful they’ll

invent more, and we want to keep that community alive. I’d love to see it become an annual event and it’s at a great time of year as well. It can keep growing. It’s great that this event shows us up on stage as normal, approachable people. It breaks down that little barrier.”

Nikki Samuel, Sambro“We were excited about being involved in this first Toy Inventors Workshop and following its success we are sure it will be the first of many. What struck us about the event was the sheer breadth of young talent in the industry. The innovative product developers are exactly the kind of people Sambro are looking to work with going forward and we will keep ToyNews up to date as we progress our discussions with them. Thanks for a brilliant day.”

Andrew McKay, Flair“It was a good event for catching up with old colleagues and meeting new inventors. I’m looking forward to the next event hopefully next year.”

Graeme Fraser-Bell, Accentuate Games“For a conference the first of its kind in the UK, I think it’s gone extremely well. The panel discussions were very informative, I learnt a great deal, and also the networking with different people who are in the same boat has been great. To co-ordinate over 60 people going around many booths in 15 minute slots is excellent. It shows to me that somebody knows what they’re doing, and we’ll be back next year.”

Andrew Harman, Yay Games“Meeting people in the business who have been giving me advice has been great. I really enjoyed the conference. Hearing about other gamer’s and designer’s experiences is really rewarding. There’s no better place to learn than from people that have gone out there and done it. Here we’ve got newbies like myself, up and comers and people with a massive amount of history in the space like Sir Torquil Norman.”

Emma Williams, Harry & Jacks“It’s brilliant. For people like us who are starting from the very beginning of the process and are trying to build something exciting, to have this forum has been great. The conference was really interesting, I’ve learnt a lot. Being exposed to people who you wouldn’t normally get a chance to speak to has been very interesting. The pitching sessions were challenging, honest and open, and it was great to hear all the feedback.”

Andy Hopwood, Hopwood Games“It was brilliant. The morning was really informative and there have been loads of delegates, which is really impressive for a first event. I came here for the board game side, but the toy aspects have also been really interesting and there’s been a lot of crossover. I even enjoyed the safety talk. If it happens again, I’ll come along and I’d recommend it to anybody in the toy and games industry, whether you’re established or not.”

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TOY FAIR 2015


From small acorns…

… mighty oaks grow, and Toy Fair is full of start-up companies looking for their first break in the business and the chance to move up to the next level. Samantha Loveday talks to a few of the newcomers to next year’s Greenhouse area at Olympia to find out a bit about their ambitions

“We’ve only recently moved into the toy industry

and we’ve found Toy Fair everywhere; magazines, the internet and through word of mouth. After hearing so much about the show, we checked out the website and thought it would be something we’d like to get involved in. We are a new and upcoming business so getting our product range in front of the press and the rest of the toy industry is a massive bonus. We’ll be showcasing Castles Rising – the range of modular kits offers children and adults the opportunity to build a unique 1:56 scale Medieval Castle. There are no limits to the fortifications you can create… shape, size and height can be adjusted within seconds.”Daniel Hardy, Tabletop WorkshopGH39

“We have had an incredibly successful 12 months promoting

our new series of illustrated Anagranimal story books. Development of the accompanying range of plush toys has been underway for some time, and we felt that Toy Fair 2015 was the perfect opportunity to unveil these to the industry. The toys are a gang of cuddly animals that are each made up of several different animals. There are currently six toys to collect with 216 potential animal combinations. We are hoping to generate sufficient expressions of interest from retailers to enable us to submit our first large order with the factory. We are also interested in exploring opportunities with potential licensees and distributors.”Leith Moghli, AnagranimalsGH23

“My board game – Taxi – has always been a regional game with versions for

Edinburgh and Glasgow. As I am now about to launch the London edition, followed by five other cities in 2016, I feel that I have to reach a wider audience. Previously all distribution was done in-house – logistically this was achievable in Scotland. By exhibiting at Toy Fair, I will be looking to make contact with a national distributor and to showcase my products to major retailers who are unaware of the success Taxi has achieved in Scotland. Without a platform like Toy Fair, making these contacts would prove almost impossible.”Derek Carroll, Creator of The Taxi Board GameGH43

“This is the best way to get my brand out to relevant

buyers and industry experts all under one roof. This is a major international annual event and an ideal platform to promote my innovative wooden toys. We will be

showing fun and colourful traditional wooden toys for pre-school children that stimulate creative and imaginative play. Our toys are multi-functional and vibrant, manufactured to the highest quality and reasonably priced to appeal to a broad audience of parents and educators alike.”Punam Malhotra, Bee SmartGH45

“As an entrepreneur looking to promote a

new toy product, I was on the look out for appropriate toy exhibitions. We were aired on Dragons’ Den in August 2013 and following this, we were given lots of suggestions from well-wishers who loved what they saw by way of an original and new, exceptionally open-ended construction toy. We will be showing three different Bizzy Bitz sets for three to six year olds, as well as some mock up boxes of sets for older children. We are hoping for orders from

retailers and possibly a distributor.”Alta Fogel, Bizzy BitzGH27

“As a start-up, we have been looking for where we should

be seen and what the key players are up to, so from very early on we aspired to have a presence at Toy Fair. We’ve been busy building our brand and perfecting our product, which is hard when you’re dedicated to manufacturing in the UK. 2015 represents a turning point when we feel we’re ready to stand shoulder to shoulder with the best and waggle our tails in the faces of big retail. We’ll be displaying the full menagerie in all its fluffy, bouncy, shimmery glory. We’re coming to let everyone know that in Hackney, there is a budding monster that thrives on imagination of children and is coming your way.”Michael O’Shea, TellTailsGH4

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INTERVIEW: JAKKS PACIFIC


Ride on timeJakks Pacific UK has got itself a new set of wheels, a collection of Fisher-Price branded vehicles designed to bring the world of play-sets and ride-ons together. Robert Hutchins talks to senior marketing director, Ken Goodisson about the firm’s plans for its new hybrid spins

THE WORLD must be getting smaller for Jakks Pacific, and that’s not just because it’s launched a range of two-foot high Star Wars and Batman action figures.

Though these alone do cut an impressive figure, it is the firm’s growing number of big acquisitions that sees it

continue to strengthen its global presence.

Since the launch of its UK arm in 2009, the company has seen tremendous growth in distribution in the market, and 2014 is no different thanks in large to the success of Disney’s Frozen.

Now with the likes of CDI, Tolly, Moose Mountain and Maui all under its wing, Jakks is fast becoming the ‘one stop shop for the all latest franchises.’

Jakks Pacific UK even recently opened a new 3,000 square foot showroom in Ascot where it showcases a portfolio spanning role play, inflatables, outdoor toys, dress up, electronics and action figures.

But perhaps stealing the limelight is a relatively new offering from the firm, a wall-to-wall selection of licensed vehicles from Moose Mountain and its stand out brand, the Fisher-Price Little People Foot to Floor Ride Ons.

“Moose Mountain is the market leading ride-on company in the US,” explains Ken Goodisson, senior marketing director

at Jakks Pacific UK. “And this selection of Fisher-Price ride-

ons have all been built to strict Mattel spec, so you really couldn’t ask for a stronger

partnership.”Five feature ride-ons

will be the focus of the launch when the collection hits retailers

next spring, including the Musical Parade, Little Fire Truck, Little Princess, Ride 2 Scoot and the DC Heroes licensed Batman Race Way.

With a major focus on interaction, each ride comes complete with numerous features crafted to grow a toddler’s motor skills, sensory perception, memory and social skills with sound effects and games.

The Batman ride-on even comes with its own Little People DC Heroes Batman and Joker racing cars to traverse the ride-on’s fold down ramps.

“The new launch ride-ons each uphold the true Fisher-Price brand values,” continues Goodisson.

“They are great for toddlers learning to walk, they are weighted so they can’t be tipped, plus they’re very durable, so make for a great hand me down to other siblings.”

Retailing at around £40 each, Goodisson admits that the ride-ons do carry a higher price tag than the firm’s closest UK competitors, but insists that it’s not only the

quality of the product, but the quality of the Fisher-Price licence that makes them worth the extra cost.

“A lot of mothers consider licensed goods as an aggressive form of toy and they don’t like to commercialise their children,” he tells ToyNews. “So they tend to go for a brand they know they can trust, and number one, that’s Fisher-Price.”

Having acquired the range from Mookie, the ride-on portfolio is relatively new ground for the toy distributors.

However, Goodisson is confident that through its collaboration with Fisher-Price and the roster of Mattel licenses, Jakks will see it become a top seller next year.

Mattel’s senior licensing manager of UK consumer products, Sara Tossel, echoes his sentiments.

“Our Fisher-Price consumer products business is stronger than ever, with a growing portfolio of top licensees and innovative products across categories,” Tossel

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INTERVIEW: JAKKS PACIFIC


tells ToyNews. “These strategic collaborations with the best in class partners help us build on our fundamental principles of discovery, fun and quality.

“The continued success of our licensed Moose Mountain range of ride-ons strongly supports our outdoor and wheeled toy offering through an innovative combination of vehicle and play-set play.”

“That’s the beauty of these ride-ons,” adds Goodisson. “They are innovative for the ride-on category, with music functions, lights and sounds.

“These are like the Fisher-Price A-framed walkers in that sense, because they can be used to teach kids all those key developmental skills.”

2015 will be a year of firsts for Jakks Pacific UK, and, for the first time in its history, the firm will be engaging with online consumers with mass online marketing and close relationships with online retailers.

“We are going to run a major online onslaught from January and February next year,” says Goodisson. “We do want bricks and mortar retailers to have these in store, but due to the size of the items, we tend to find that those with an online presence benefit

more, and we can do more with them for this line.”

So, what does the online marketing plan entail? Goodisson explains that when it comes to building online presence for a brand

that primarily targets grandparents and new mothers, it’s the online blogging community and reviewers who hold the key.

“It’s all down to blogging and online reviews, so we will be investing in those people who we know can give an honest review,” continues Goodisson.

“It may be a good one, or it may be a bad one. But the more reviews you post out there, the more presence you build up. We want to make sure

that when someone types Fisher-Price or ride-ons into Google, our products are coming up top.

“Reviews are so helpful. 70 per cent of consumers will base their decision on

whether to buy a toy or not on the review they read online. NetMums and other review sites are trusted communities, so we will look to partner with these guys in a big way.”

Despite the emphasis on online retailers, Goodisson assures brick and mortar stores that they will not be left out in the cold.

“We are doing the online campaign to come back onto the toy shops like Smyths and Toys R Us. The stores who give us great online spread, we will give redirects from these online communities.”

While it’s the big stores getting most of the attention for the new lines in the New Year, it is a matter that Goodisson puts down to nothing other than shelf space.

“Of course, we are very happy to supply to the independents, to the Toymasters and the Fenwicks,” he says.

“But items like this tend to lose appeal when there is just the one on the shelf. With three on a shelf at a

time, the brand is able to make a statement.

“With online shopping, people really put the research in.

“After all, items like these are considered purchases. These aren’t like dolls for instance, these are products that will stick around and can be passed from generation to generation.”

But whether it’s online or in the local Fenwicks store, Goodisson believes that wherever the range of Fisher-Price Little People Ride-Ons does sell, it will sell well.

“Batman couldn’t be more on trend right now, with the new movie coming out in the next few years. And that popularity trickles downwards, Batman is everyone’s favourite,” he continues.

“We are looking to grow this ride-on sector from the start of next year. Ride-ons aren’t dependent on Christmas sales, as they are all year round performers. We aim to grow distribution, get these out to the shelves, get the awareness out there and kickstart this brand from day one.”

We are going to run a major online onslaught from January next year.Ken Goodisson, Jakks Pacific

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55 TN155.indd 1 19/09/2014 14:26

Dedicated monthly licensing coverage for the UK

News

Opinion

Media

LEGO looks to build on Minecraft successFirm reached out to fans of the game during the development of the six new sets


SIX NEW LEGO Minecraft sets are launching this month, and LEGO is sure the ‘perfect match’ of the two companies will bring more success.

The new sets, featuring locations inspired by the hit game, includes Mine and Dragon Edge scenarios.

“On November 1st 2014, the LEGO Group will be releasing six new Minecraft sets, propelling the traditional LEGO enthusiast into the world of Minecraft,” said Angie Tutt, brand director of LEGO.

“The Minecraft community is similar to our own – both communities engage and share their experiences online, while creating a supportive network of enthusiasts who love their respective brands and what they stand for.

“We feel that this partnership with Mojang is a perfect match – Minecraft is the ideal platform for which we can extend traditional and non-traditional play, making a safe go-to product that both parents and children can enjoy.”

The toy fi rm has gone to extreme lengths to ensure the new sets go down well with Minecraft fans, even reaching out to the expansive community to get their thoughts during the development of the new LEGO range.

“In order to capture the Minecraft community’s detailed knowledge and enthusiasm, we felt it was vital to reach out to them during the development process,” added Tutt.

“These six sets are a result of this collaboration – we are extremely proud of this co-creation and hope that the Minecraft community are as excited as we are come launch day.

“We look forward to developing this partnership next year so both LEGO and Minecraft fans should watch this space.”

The launch of the new Minecraft sets comes at a great time for the brand, with nearly 54 million copies of the game sold across all platforms, a movie in the works and a blossoming licensing programme spanning action fi gures, craft, plush, posters and books.LEGO: 01753 495 000

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24 TN156.indd 1 22/10/2014 09:58

NEWS


2015 to be a strong year for Shopkins

GP Flair joins World of Warriors licensing drive

“Shopkins certainly ticks all the boxes for the next collectable craze” says Bulldog Licensing

by Robert Hutchins

SHOPKINS HAS all the ingredients to become the next playground craze, according to the collectable brand’s licensing agency, Bulldog Licensing.

The property – focusing on a range of grocery shop characters – made its UK debut at this year’s Brand Licensing Europe, where it was reportedly met with “phenomenal reaction.”

With series two set to launch by the end of the year, Bulldog is looking to build on the current appeal of the range, and propel the property to the next big craze.

“Based on the reaction at the show and the number of proposals we have already received, we believe 2015 will be a very strong year for Shopkins,” said Bulldog Licensing MD, Rob Corney.

“Licensees and retailers are attracted to the proven appeal and success of the toy range, and are hungry for a strong new girls property.

“We already have a number of proposals on the table. Shopkins certainly ticks all the boxes for the next collectable craze.”

The licensing agent believes that the range now has huge potential for a cross category programme over the next year, which will start with products aimed at allowing enhancing the consumer’s engagement with the toy itself.

“We will then move on to products that extend the brand and allow fans of Shopkins to enjoy their favourite brand in areas such as fashion, home and more.

“In terms of further toy lines, we are already in advanced discussions for plush, arts and crafts and games,” Corney revealed to ToyNews.

“For all product it is really important for us to maintain the relevance to the core product brand values.”Bulldog Licensing: 020 8325 5455


MIND CANDY has signed a deal with the Giochi Preziosi Group to become its European toy partner for its new brand, World of Warriors.

GP will oversee the development and marketing of a range of collectables, figures, play-sets, accessories, role-play

toys and vehicles in Europe and CEE.

“We are really looking forward to bringing our new IP World of Warriors to life with the help of GP who have a wealth of experience in this space,” said Darran Garnham, chief commercial officer at Mind Candy. “This partnership will bring a host of different

products for our fans to engage with across Europe.”

Nic Aldridge, marketing director of GP Flair (UK), added: “World of Warriors is an incredibly innovative and cool boys’ property.

“The expansive, engaging and action packed World of Warriors game combined with Mind Candy’s comprehensive content development and marketing support plans has set the stage for a landmark launch of the GP toy line in Fall 2015.”

The World of Warriors game will launch on iOS and Android in six languages later this year.GP Flair: 020 8643 0320

NECA reveals its bestselling properties in the UKMarvel, DC, Alien and Planet of the Apes toys have been successful on these shores for the collectables firm

by Billy Langsworthy

US COLLECTABLES firm NECA has revealed its top selling properties in the UK.

The company boasts toy and collectables ranges based on properties spanning movies, music, TV, video games and pop culture, with action figures, board games, plush, card games and statue sectors covered.

NECA has told ToyNews that its most successful properties in the UK includes Marvel, DC, The Simpsons and The Hunger Games: Mockingjay product lines.

The firm’s top properties in the UK also include Godzilla, Pacific Rim, Alien, Predator and Planet of the Apes.

Elsewhere, the firm stated that its Scalers

range has been a hit in the UK.

NECA’s Scalers are a collection of hand-painted two-inch mini-figures that can be attached onto cords and cables, featuring iconic characters from movies, video games, TV and comic books.

“NECA has had a very strong presence in the UK market for a long time,” Rachel Spring, NECA’s international director of sales, explained toToyNews.

“This is due to several factors, including our diverse stable of licences and products, the global appeal of the properties NECA works with, and the growing crossover in licence popularity between US and UK audiences.”[email protected]

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26 TN156.indd 1 24/10/2014 09:23

THE BIG INTERVIEW: RON JOHNSON, NVCP


‘Evergreens are the core of our business’Nickelodeon has been enjoying something of a golden period recently – with the success both on and off screen of Teenage Mutant Ninja Turtles and Paw Patrol, the plans for a flagship store in London’s Leicester Square and the recent acquisition of Channel 5. Samantha Loveday chats to EVP Ron Johnson to find out more

WITHIN A few minutes of meeting Ron Johnson, EVP of Nickelodeon & Viacom Consumer Products, the passion he has for the brands and the company itself is very clear.

His sheer enthusiasm as he bounces from property to property lifts his voice above the general BLE showfloor hubbub, and his fast talking style keeps you hanging on his every word.

And boy, does he talk quickly. From Turtles to Dora, Nickelodeon stores to hotels, Channel 5 to a brace of new brands – we cover all this in just over 20 minutes.

We meet on the first day of Brand Licensing Europe, and the day after Nickelodeon has revealed plans to open its first UK store – in London’s tourist hub of Leicester Square – and Johnson is clear that the ‘recreation space’ is a key focus for the firm moving forward.

“We’re very focused now on creating great interaction, brand experience and really expanding the Nickelodeon brand in recreation, theme parks, hotels and stores,” he says. “These kind of things give the consumer an opportunity to really interact with our brand going forward. The flagship

store in Leicester Square is the perfect example of that.”

Johnson explains that the firm is in the “looking around phase” for Nickelodeon hotels right now.

These hotels will be Nickelodeon branded, with themed lobbies featuring digital interaction so there is the opportunity to interact with consumers, and potentially themed rooms, such as those that already exist in the firm’s Orlando hotel.

Of course, growth for Nickelodeon isn’t just coming from the recreation area. The recent acquisition

of Channel 5 is being seen as a significant investment by Viacom in the international business, and new content is already in the pipeline.

Further investment in content will see the launch of Blaze and the Monster Machines in the US this month, while Shimmer & Shine is being touted for a spring 2015 arrival. Partnerships for both of the new brands have been struck with Fisher-Price in the toy space.

And then there’s Paw Patrol. “Right now, Paw Patrol is the hottest thing on TV in pre-school,” says Johnson. “People cannot get enough of it and we are definitely going to put some great product out there. If Paw Patrol is here ten years from now, it’s because my team did a great job and the consumer wanted more content and we continued to put it out there.

“When brands like Paw Patrol come along we’re going to nurture them and make sure we’re building a long-term plan.”

The long-term plans for both Spongebob

Squarepants and Teenage Mutant Ninja Turtles have already paid dividends, while Dora is just entering a new phase with Dora & Friends.

“When you look at the portfolio that my team goes to battle with every day, we’re really focused on evergreen brands,” Johnson continues.

“Dora, Turtles, MTV in the adult space, South Park… these are brands that are all over ten years old. Dora now has 185 episodes and we’ve announced another two seasons of Dora & Friends, Spongebob is one of the few animated shows that has over 200 episodes.

Those evergreen properties are the core of our business and why companies like doing business with us.”

What Johnson is probably most proud of though is the fact that, five years ago Nickelodeon was a licensing company while today it is a consumer products company.

“Both our retailers and our licensing partners are looking at us now as a consumer products organisation versus a licensing company. We’ve really moved in that space and people realise that we’re putting together plans that will make these brands be around forever. And that’s exciting.”

Johnson is also excited about the overall growth of the business in certain territories. While Nickelodeon is looking at developing in Russia and has just started to invest in Africa, it was actually Italy that was the firm’s fastest growth market over the last two years. And in the UK, Nickeledeon grew its business from a licensing perspective over 24 per cent last year.

“That’s an amazing growth.This is a business that is clicking on all cylinders and we’re looking forward to really seeing growth over the next ten years.”

“Right now, Paw Patrol is the hottest thing on TV in pre-school. If Paw Patrol is here ten years from now, it’s because my team did a great job and the consumer wanted more content and we continued to put it out there”

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BLE REVIEW


BLE 2014: The Verdict

While official numbers were not available at time of press, initial impressions of this year’s Brand Licensing Europe was that it was another busy and buzzy gathering. But what did those companies on the showfloor think? Samantha Loveday asks exhibitors for their point of view

“BLE this year was beyond our expectations, surpassing previous years thanks,

in part, to two very big announcements: Viacom’s acquisition of Channel 5 and our first ever UK flagship Nickelodeon store in Leicester Square. In general, the whole show and our stand felt busier than in previous years. There was a definite buzz and excitement on the showfloor. The downstairs layout remains clear, but the features upstairs could be signposted more effectively.”Marianne James, VP Consumer Products, UK & Ireland/European Retail Sales & Marketing, Nickelodeon Viacom Consumer Products

“BLE this year was great for us – it’s been Peppa’s strongest year yet in the UK and

the Ben and Holly toy relaunch has gone down a storm at retail, which generated huge interest at the show. The Tuesday and Wednesday were really busy, more so than last year I think. The Thursday was quieter but much more manageable in terms of meetings. Lots of retailers attended this year which is the most important part of the show for us. An extra half hour each day would be good to cram in another meeting.”Hannah Mungo, Head of UK Licensing, eOne

“We had a phenomenal year at BLE 2014. The show seemed a lot busier than last year

and the volume of visitors to our stand certainly increased. I think it’s of a good size to ensure that attendees walk the entire show floor, giving visitors the chance to explore all stands. But Olympia is still a nightmare to get to.”Trudi Hayward, SVP Global Merchandise, ITVS GE

“BLE just goes from strength to strength. The quality and creativity of the stands

was amazing. We were inundated with visitors, so much so, we had to

squeeze in some extra tables and chairs. The atmosphere was terrific. You really got a sense BLE is the place to be seen if you’re serious about licensing. Upstairs is a very different proposition to the main floor and I was glad to see the balconies being used, too. It’s exciting to think that the show is growing year on year.”Paul Bufton, VP Licensing & Retail EMEA, Rovio

“It was definitely much stronger than last year, traffic to and

amongst the stands seemed to have increased, in addition to the quality. The atmosphere was better than before, with stronger stand designs,

stand events and generally more confidence amongst the exhibitors and visitors. I would say that upstairs and under the mezzanine floor seemed weaker, but it didn’t affect us.”Tim Collins, Head of Brands, DC Thomson

“BLE was fantastic for Mind Candy this year. It’s such a huge event for the industry

and key that everybody continues the buzz and groundwork from Vegas. With back to back retail, licensee and agent meetings, the interest around World of Warriors continues to be amazing. I thought the show was very well attended, especially by UK retailers. It was great to see so many Australians

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BLE REVIEW


making BLE an important show for them also. I would change the number of screenings; it might be worth having them on the Monday afternoon.”Sam Ferguson, Head of Licensing, Mind Candy

“I think this was the best show we have had – we had more retail buyers visit

us than ever before and a number of new business calls from licensees. I think this is partly because we have got better at pre-show marketing, but also because it is a cumulative effect on ongoing attendance at the show. Brands like The Beano and Tango are now firmly on visitors’ radars. I felt there was also some retail buyers there from new categories as well. I thought there was a good atmosphere at the show – with the entertainment companies dominating the ground floor, there is always something happening with I think helps. Visitors seemed optimistic and forward looking. I sense there is a positive outlook into 2015 and 2016, but balanced with some caution and a tendency to ‘wait and see’ on brand new things.”Ian Downes, MD, Start Licensing

“BLE was a phenomenal success for us and continues to build

on the achievements of previous years. The stand was absolutely swamped and we never had a quiet moment throughout all three days. We spent a huge amount of time with both licensee and retail partners at the show and, with a portfolio that contains some of the highest profile brands within their target demographics, BLE provided the perfect platform for reaching a very large number of the key stakeholders in the industry. I don’t think I would change a winning

formula – BLE works a treat for us and we’re happy with it the way it is.”Rob Corney, MD, Bulldog Licensing

“The event was absolutely buzzing wherever you went and at some points

our stand just wasn’t big enough for all the visitors and appointments we had. There was a positive and lively atmosphere at this year’s BLE, perhaps even better than 2013. I think the split works well. It’s always busier down the main route as you would expect, but as a visitor it is actually nice to go off the beaten track sometimes and find some interesting concepts and brands, as well as exhibitors who are new to the licensing arena.”Sarah Quigley, Head of Licensing, Carte Blanche

“BLE was hugely successful for us; we had a lot of interest in our

properties from the UK and European territories, particularly Teletubbies, Twirlywoos and Inspector Gadget. We found that Tuesday and Wednesday were a lot busier (crazy busy, but that’s good) than Thursday, but that’s to be expected on the last day. I think it helped immensely that we were on the main aisle. There seemed to be a lot going on and a lot of news – and not just from the usual players, which gave a sense of excitement.”Tor Bushell, Brand Director, DHX Media

“I love the look and feel of BLE; the stands are colourful and full of character

reflecting the industry in a fun way. Whilst Olympia might not have all that Las Vegas has to offer, for me the actual show has just as much, if not more, atmosphere. Overall,

I thought it was quieter, mainly on Thursday, but the quality of the drop-ins though was very good. It felt a bit early this year – have it later in October, but not on half term.”Anna Hewitt, Head of Licensing, Walker Books

“We had a great show with really strong meetings with key retailers,

licensees and promotional agencies. Our stand was busy throughout the show and the entire FremantleMedia Kids & Family team were all really upbeat and positive. The general atmosphere and numbers on the showfloor seemed busier on the first two days compared to last year, but the final day felt quieter in comparison. I think improving the balance between the main floor and the quieter areas – upstairs and at the back – would improve the overall atmosphere of the show. Also, it would be good to see how attendance could be improved on the last day.”Pindy O’Brien, VP Brand Licensing & Retail UK, FremantleMedia Kids & Family

“Overall it was an excellent show for us. There was a great response both to our existing brands and our new launches. There seemed to be more retailers and international visitors than last year; in

fact we have meetings with every major retailer in the UK. BLE has clearly become a fantastic showcase for our industry. The showfloor was busy and buzzy; fun but businesslike. However, BLE would be even more successful if it took place slightly earlier on the year. We would suggest scheduling the show in September. That way we would increase the chance of our being able to impact on retail for Q4 of the following year.”Rob Wijeratna & Charlie Donaldson, Joint MDs, Rocket Licensing

“BLE was a lot better for us this year; good visitor count and a much higher quality

of visitors as well. The atmosphere felt more upbeat for us this year than last – however we were upstairs last year so it is hard to make the same comparison. The Joey and Joy characters made their first appearance anywhere in the world. The Phizzogs café also received good comments and a lot of people said they had read about it as well as seeing it.”Brad Caines, Creative Director, Withit Licensing

“This was our first BLE and, we felt, a very successful

one. The timing – not long after our announcement of plans to expand the National Gallery brand – was perfect. The visitors that we spoke to were of good calibre and I think

lots of great products and opportunities will arise from the show. There was a particularly strong international response; we had a number of enquiries from Eastern Europe and Asia, as well as many countries closer to home.”Judith Mather, Buying & Merchandise Director, National Gallery Company

“For us it has been a fantastic year. Not only did we get a lot

of visitors at both the Subway Surfers and Masha and the Bear stands, but they were also good quality. It was a great atmosphere – we literally had people queuing up to meet us and barely had time to eat as we were just so busy. I think more work has to be done to get people to the back of the hall. We were based there this year and, although it didn’t affect our visitor numbers, I think that’s due to the fact that people were seeking us out as we have strong, well-known brands. If you were at the back with a new, unknown property then I think you would struggle.”Annalisa Woods, Commercial Director, Ink Global

“This year was incredibly busy with some really good

meetings; it’s too soon to tell how many will become revenue generating – but it’s looking very promising. We should go back to having mixed companies on each floor, with the ‘big boys’ at the back and sides to draw the traffic through all areas of the show. At the moment, so many people come into the show, have meetings on the main aisle, but only in front of their stairs, and never even glance at the rest of the show. Incredibly depressing when so many great companies spend such a huge percentage of their annual turnover to participate.”Janet Woodward, MD, JELC

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30 TN156.indd 1 22/10/2014 10:57

Sponsored by:

Opinion

News

A monthly guide dedicated to the biggest sector in toysEvents

By Samantha Loveday

GALT IS looking to build on its solid year so far by further bolstering its position in the pre-school book market.

This year the fi rm has introduced three soft books to its First Years range – the First Puppet Book and First Book are presented in display boxes to make an ideal gift, with the third title being Giant Peep-O-Book.

In addition to this, Galt has a range of books in its Early Activities series. The fi ve books have been written by an educational consultant to develop foundation skills, with the intention to get children interested in learning before school starts.

In 2015 the series will be given a revamp with a colourful design on the front cover of both the Early Activities range aimed at pre-school children, and the Play and Learn Key Stage 1 home learning books.

“The pre-school sector has continued to perform very strongly for us,” John McDonnell, managing director at Galt Toys explained to ToyNews.

“It is an area we are always looking to grow, and the pre-school book market is a very important part of Galt’s portfolio.”

Elsewhere in its pre-school portfolio, Galt is also continuing to enjoy success, with McDonnell saying that the new products it has introduced throughout the year have received a great response, while old favourites continue to do well.

The New Year will see the arrival of five new Ambi Toys created by Patrick Rylands, as well as the re-introduction of the iconic Bird and Fish bath toys. Meanwhile, new products in the First Years range will include the Dino Playnest and the Fill and Spill Picnic Basket.

Following the success of the Funny Face Sticker Puzzles and the Tra� c Jam

Puzzle this year, Galt Toys will also add to its range of pre-school puzzles in 2015. This will include the Jungle Long Puzzle, both Farm Faces and Jungle Faces Tray Puzzles, as well as the Dressing Up Sticker Puzzles.

“This year has been a strong year for Galt Toys, a success that we hope to emulate at Toy Fair and indeed continue into 2015 and beyond,” McDonnell continued.Galt Toys: 0161 428 9111


RE:CREATION IS already reporting strong sales for its new range of stretchable plush, Stretchkins.

The line includes four animal characters, each boasting stretchable limbs to enable children from age three and up to cuddle and dance with them by attaching their own hands and feet.

A dedicated TV campaign began airing last month showcasing the Stretchkins’ cuddly credentials, no doubt aiding the sell-out performance for the brand.

“Stretchkins have really captured young imaginations,” brand manager Rebecca Clark told ToyNews.

“We knew that these incredible and unique characters had a lot to

o� er and the feedback in sales has more than confi rmed this. Their success is a great springboard for us to continue to grow our plush portfolio into next year.

“We’re delighted with the performance put in to date and excited to be welcoming new characters to the Stretchkins line in 2015,” Clark continued. Re:creation:0118 973 6222

Early Activities series to be given a revamp in 2015, while First Years range heading for a strong Christmas

Galt eyes book market for further growth

Re:creation enjoys early Stretchkins success


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NEWS


Paddington movie to boost pre-school lines

UK Squishable demand growing

Trailer for the Shaun the Sheep movie will play before the film, helping to boost several different lines from Rainbow Designs

Cerys Parker is the founder of RainyDayMum.co.uk, sharing ideas for creative family fun, come rain or shine that won’t break the bank. Cerys can be found chatting and sharing ideas on Twitter @rainydaymum.

CommentA PARENT BLOGGER’S VIEW

Parent bloggers are an influential part of the pre-school landscape. Each month, we ask a mummy or daddy blogger to write a special blog post for ToyNews, giving their views on the toy market.

This month: Cerys Parker

AS WE gear up for Christmas and the wish lists from my three and five year old get longer and longer, I look through the lists and think about how long things will last.

Not so much in terms of before they break, but instead how long before my children grow out of them, stop liking a certain movie or just get too old for the toy.

Toys that I know will stand the test of time are pointed out in catalogues and adverts by myself and my husband, and we mention them when talking about the lists that will be written to Santa in a few weeks time.

Some toys will stand the test of time longer than others.

When we visit my parents, a smattering of my own toys are still up in the attic and have been brought down each time for my children to play with.

Our Fisher-Price Little People (not the new style but the 1970’s and 1980’s peg people with plane, lift and load and a family camper van and trailer tent) litter the floor.

My husband’s LEGO collection has been added to ours, the 1980’s Spaceman mixing happily with LEGO Friends and the

Super Heroes collection like something from The LEGO Movie - including the break in the spaceman’s helmet.

Playmobil from my childhood, including a cowboy fort, has been supplemented with the newer Wild West items from the range, and dolls that once wore my own baby clothes now wear my children’s and are rocked to sleep by my daughter instead of me.

Don’t get me wrong, there will be the latest movie toy, or a cool new game on the wish list, but as parents the main present we buy will be one that will be lasting.

It may not last our children long, like a bike they will grow out of quickly, but that can be passed to our relations to pass to their relations so it will continue to be enjoyed and loved for time to come.

This year we’re looking at LEGO, Playmobil, dolls and dress up clothes.

They are all items that will stand the test of time and that we, like my parents, will be able to put into the attic to bring out when our grandchildren come round 30 years from now.

They can be enjoyed together as the memories come flooding back.


RAINBOW DESIGNS is expecting the Paddington movie to give several of its pre-school lines a boost.

The film hits cinemas on November 28th, and Rainbow’s new Paddington line includes Paddington Bear Bean Toys, Paddington Bear Soft Toys, a Talking Paddington Bear, Paddington Bear Wooden Dominoes, a Learn to Tell the Time with Paddington Wooden Clock, as well as Paddington Puzzles and a Paddington Mix and Match Card Game.

“With all the hype around the film, we’re seeing interest picking up on our illustrated Paddington movie range that’s in stores now,” said Rainbow Design’s Hannah McGurk.

“We’re also pushing the different lines around the release of the film.”

The firm also has a popular pre-school Shaun the Sheep range spanning a Shaun the Sheep Keyring, Shaun the Sheep Bean Toy, Shaun the Sheep Soft

Toy, a Shivering Shaun the Sheep and a Large Shaun the Sheep Plush, as well as incoming Shaun the Sheep Movie Collection

Although unrelated, Rainbow believes the Paddington movie can help boost sales of its Shaun the Sheep pre-school range thanks to the trailers set to play before the film.

“Interest in our Shaun ranges has already

increased with the news of the movie and next year looks set to be quite a big year for Shaun,” continued McGurk.

“It’s already a popular line for us, but we are expecting it will take off with the Paddington movie as a Shaun the Sheep movie trailer will play before the Paddington film.Rainbow Designs: 01329 227300


SQUISHABLE, a range of giant plush animals, is enjoying rapidly growing demand in the UK.

The range launched in the UK following success in the US, where sales exceeded 400,000 units back in 2013.

With Penguins, Corgis, Narwhals and even food items like Cinnamon Buns and Cupcakes in the Squishable portfolio, the company is now seeing the UK market embrace the huggable range.

“We’ve seen demand for our giant round fuzzy stuffed animals grow at an exponential rate, with

many of our unique designs crowd sourced on our website where the public vote for their favourites,” Squishable UK’s Jamie Miller told ToyNews.

“Following a successful exhibition at Autumn Fair in Birmingham, we’re focused on growing our number of stockists in the UK and have new styles being added to our range on a regular basis.

“It’s a product that thrives in a retail setting as customers instantly fall in love with our ultra soft Squishables when they hug one for the first time.

“Existing stores have reported strong sales and we look forward to

continued growth through Christmas and 2015.”

Squishable is available from the firm’s own website, www.firebox.com and a growing number of independent stores around the UK.www.squishable.co.uk

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33 TN156.indd 1 22/10/2014 11:02

PRE-SCHOOL: IGEN INSIGHT RESEARCH


The changing pre-school landscapeThe choice facing mums and pre-schoolers is broader, deeper and richer than ever before – not only when it comes to toys, but also thanks to technology and increased media channels. But that emotional connection is still key across all of these formats. iGen Insight reports

IT’S NOTHING new to say that the experience of childhood changes with each generation.

For today’s grandparents the framework within which we live and which children today are being brought up in is unrecognisable from their own upbringing.

It is our observation, however, that pre-schoolers are being bought up in a significantly different way than even their older siblings were.

The rate of change in day-to-day use of technology and the significant levels of ownership of a range of devices in the home all contribute to this evolving environment and it is moving at a very fast rate.

The choice facing mums and pre-schoolers at every

turn is broader, deeper and richer than ever before.

The media landscape is illustrative of this. Let’s start off with the choice of device.

According to a recent survey run here at iGen-Insight, over 80 per cent of kids aged two to five years are living in a home with access to a tablet.

Indeed, nearly half of two to five year olds own a device of their own – the highest being a tablet with 28 per cent ownership.

This growth in availability and choice of technology for pre-schoolers is also evident when we look at toy brands such as VTech and the success of products like the InnoTab range.

With several dedicated TV channels for the

pre-schooler, plus complementary services such as CBeebies iPlayer, as well as content on the likes of Netflix and Amazon Instant, navigating your way to actually watch something is more complex than ever before.

This gives a high proportion of pre-schoolers more opportunity and exposure to many of their favourite characters.

The good news for the brand owners is that mums - the all-important media gatekeeper and product purchaser or recommender - are viewing with their kids.

From a TV perspective, a third (32 per cent) of mums with nought to three year olds daytime viewing across all TV channels is to the pre-school children’s channels.

(Source: Barb, 08:00-16:00, September 2014).

Figure 1 illustrates the shows topping the viewing charts in September this year for this group of mums. This is also backed up by Kantar Media’s TGI survey which states that nearly 71 per cent of mums of one to two year olds watch children’s programmes and two out of three mums of three to five year olds.

It’s also interesting to note that when we look at the data that although ‘live’ TV remains the domineering force, we can see that during January to September this year, seven per cent of all TVRs viewed by housewives with children aged nought to three years old were viewed at a time other than

when they were originally broadcast (Barb, time shifted data).

Brands which can tap into the double bond between character and child plus parent and child shared time is establishing and strengthening the foundations of success.

In fact the emotional connection between content and child is no more evident than in the way we name our children with names sourced directly from children’s entertainment.

According to the Office of National Statistics, last year there were newborns named after Draco, Sirius and Bellatrix, while Harry himself was the number three most popular name (although a certain royal may also contribute to that).

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PRE-SCHOOL: IGEN INSIGHT RESEARCH


If you would like to know more about the work we carry out by iGen Insight then please contact [email protected] or [email protected]

PRO

GRA

MM

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RATING

0

Topsy and Tim

In the Night Garden

Kate & Mim-Mim

Sarah and Duck

Dip Dap

1 2 3 4 5

3.3

3.3

3.5

4.1

4.4

It is important to note that this is by no means a modern day phenomenon.The name Wendy was created by Peter Pan author J M Barrie in 1911 and gained popularity throughout the 20th century.

With a quarter of the toys and games business attributed to screen-based characters, media exposure is fundamental to building awareness from which it is hoped there are the right

content ingredients to convert into popularity.

Our conversations with the very marketing savvy mums of this age group are clear about the next steps. By far the majority

of them welcome the cross over from screen to product. If TV shows can build on the emotional link with a trusted and familiar property, and convert this ‘brand popularity’

into a product which is both aligned with their child’s expectations of the character, as well as having relevance within their world, mums are giving the thumbs up.

Figure 1: Housewives with kids 0-3 Top 5 Programmes on Pre-school Channels

Source: BARB, Top shows with 5+ broadcasts, September 2014

Names based on hit children’s properties are getting more and more popular, as the increase in children called Draco, Sirius and Bellatrix can testify. How long before we see an influx of Mim-Mims running around the playground?

34-35 TN156 iGen_Final.indd 2 24/10/2014 17:12

36 TN156.indd 1 22/10/2014 10:09

PRE-SCHOOL: GOLDEN BEAR


Golden era2014 has been a year to remember for Golden Bear in the pre-school space, most recently thanks to the runaway success of its Ninky Nonk Musical Activity Train. Barry Hughes, general manager, Golden Bear Toys, tells Billy Langsworthy why In the Night Garden has been such a good fit for the Telford pre-school specialist

How has 2014 been for Golden Bear? 2014 has been a very good year for Golden Bear.

We have a very strong product range which has seen the company grow considerably.

In September we were showing a 44 per cent increase YTD on NPD, which we are all very pleased with.

How has your In the Night Garden range performed this year? In the Night Garden is one of our jewels. We have some exceptional lines within the range both in plush and plastic.

As a property, NPD shows that by end of September In the Night Garden had

increased by 119 per cent this year to date.

It’s fair to say that it is Golden Bear sales that have driven this growth.

What about your range has resonated with the brand’s pre-school audience? Our product development team really understand the audience and the brand. It was important from the

outset that we did not produce just another toy range, but bring to the fans a collection that truly represents the show.

Our team has ensured that the product reflects the qualities of In the Night Garden and everything that young pre-schoolers love about the property.

Why do you believe The Ninky Nonk Musical Activity Train has been such a hit this year? This is a very special toy. There is absolutely tonnes of play value incorporated into it.

This means that young children play with it for hours on end. It incorporates a pull along engine, spinning shape sorter, peek a boo, squeaker and lots more.

The pull along engine can also be used at bedtime to help soothe little ones to sleep with its soft glowing light and iconic lullaby from the programme.

Importantly the quality and play value is there for all to see even when on shelf, a fact that has made it hugely successful since launch.

Is there more to come from Golden Bear with regards to In the Night Garden? Of course. We are very excited about our new In the Night Garden Carousel which comes out

in autumn/winter, some delightful wobble toys and, of course, exciting new plush. There are new lines for spring too; all of which have the important ‘spring’ price point.

What is set to be your biggest seller this Christmas?That’s an easy one. The Ninky Nonk Musical Activity Train – although we do have many other key pieces within the portfolio that are doing exceptionally well.

What’s in store for 2015? There are many new brands coming to Golden Bear, which will perfectly complement our existing ranges.

New licences include Anne Wood’s new property Twirlywoos and CBeebies’ Hey Duggee along with a new Forever Friends Nursery range.

We are also looking forward to the reception our new developments for Something Special will receive.

In the Night Garden is one of our jewels. The

Ninky Nonk Musical Activity Train is a very

special toy.Barry Hughes, Golden Bear

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www.toynews-online.biz November 39www.toynews-online.biz November 39

CHARACTER OPTIONS HASBRO

POSH PAWS

Since being granted the rights by Hasbro last year, Character Options has been developing a range of Weebles products, and December will see the arrival of Weebles Farm.

Weebles Farm is home to a range of wobbly characters such as Dapples the Horse, Flu� y the Sheep and Nugget the Chicken. Each comes on a fencing base that connects together. There are three pull-along Wobbily Vehicles of Hay Bales, Wool Sacks and Milk Churn, and each can connect to the Wobbily Tractor with Farmer Barleymow.

This all comes together with the Wobbily Farm Mill & Barn with exclusive Rusty the Rooster Weeble.

In January, Character is launching the new Peppa Pig Holiday Range.

The Air Peppa Holiday Jet will take characters to their destination of choice and the popular pre-school porker can travel in style with the Speed Boat, Grandpa’s Holiday Boat, Ice Cream Van, Dune Buggy and Beach Buggy.

For accommodation, the Pig family have a choice of a Holiday Campervan or a two-storey Sunshine Villa.

Character Options has also grown its Fireman Sam range. The Ocean Rescue Play-set includes items such as emergency lights, siren, fi reman’s pole, lift and helipad. Meanwhile, the vehicle line welcomes the Titan rescue boat.

Finally, the autumn launch of Ben and Holly’s Little Kingdom has been a huge success. The line includes the Thistle Castle Play-set, the Magical Playground Play-sets and fi gures as well as soft toy. The range will be extended in 2015.0161 633 9800

Hasbro is introducing Optimus Prime as you’ve never seen him before.

Playskool Heroes Optimus Primal (£39.99) is a large scale fi gure which converts from robot into a T-Rex. It comes to life with lights and over 20 sounds and phrases, o� ering distinct play in two modes – Bot and Dino.

Optimus Primal has one touch conversion from Dino to Bot mode, making it perfect for younger

Transformers fans. Other features include real Dino chomping action, a rescue platform in Dino mode that works with the two-inch fi gures and a working rescue drill.

In addition, the Playskool Heroes KaPow Spider-Man Action Plush (£21.99) is a large scale action fi gure with oversized plush hands/fi sts. It also comes with more than ten phrases and sound e� ects.020 8569 1234

Posh Paws is enjoying ongoing success with its toy line based on Disney’s popular pre-school property, Doc McStu� ns. And the company has high hopes for its collection of new designs for the show’s ever-growing fanbase.

The portfolio includes a new Doc McStu� ns Stylised Range, which features the show’s most popular characters, each with

accentuated features and a ‘fl oppy’ feel.

The plush line will be available from April 2015.

Elsewhere in Posh Paws’ new Doc McStu� ns range is the Doc McStu� ns Nightime Range which sees soft and cuddly plush versions of Dotty, Hallie and Lambie dressed in their pyjamas.

These lines will sit alongside Posh Paws’ existing collection that

also includes the fi rm’s recent plush line, Doc’s Friends Collection, featuring characters including Boppy, Moo Moo and Professor Hootsburgh.

Other popular pre-school plush properties from Posh Paws include Disney Princess, Sofi a the First, Frozen, Palace Pets, Planes, Marvel Superheroes andToy Story. 01268 567290

SECTOR GUIDE: PRE-SCHOOL

The younger gamesIt’s not just games though... plush, play-sets, role-play: the pre-school sector encompasses some of the most creative corners of the industry and as the following products testify, there’s never been a better time to be under fi ve years old. Billy Langsworthy takes a look

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FLAIR

SAMBRO COMMOTION DISTRIBUTION

JUMBO GAMES

GP Flair’s pre-school o� ering for 2015 spans everything from Disney doctors to smiling trains to pizza loving amphibians with Doc McStu� ns, Teenage Mutant Ninja Turtles and Thomas and Friends products.

Next spring sees the return of Thomas to the Flair portfolio in a collection of wooden games.

The new line features both new and familiar game concepts designed to enhance learning through fun with a child’s favourite Thomas and Friends characters.

The Wooden Track Dominoes Game has 28 dual-sided dominoes and four engine pieces, and children can either play the traditional game matching the images or turn the

pieces over to create a wooden train track for a di� erent experience.

The collection also includes Shape Sorters,

Tic-Tac-Toe and a Wooden Clock Game with 12 double sided self-correcting puzzle pieces, two jumbo time-dice and a clock stand to help

pre-schoolers learn to tell the time.

Spring also sees Flair launch the Teenage Mutant Ninja Turtles into the pre-school sector with the arrival of the Half-Shell Heroes.

The brand new collection boasts pre-school styling, malleable materials and softened weapons, all while conveying messages of family, teamwork and helping out.

The collection will include twin pack fi gures, talking fi gures, vehicles and an Electronic Shellraiser, while other highlights in the range will be the Super Sewer HQ and the Mega Mutant Leo,

Flair will also be building on its success with Disney’s Doc McStu� ns with new ‘School of Medicine’ themed

lines for spring joining the popular Doctors Bag and Talking Doc Mobile products.

The new range includes Dottie’s Eye Doctor Bag, which will allow children to complete their eye doctor rounds, as well as new Light Up Medic’s Shoes for kids looking to complete their Doc McStu� ns role play outfi t.

Also new for spring is a range of Doc McStu� ns Squirty Bath Toys and two large Dottie Dolls in the form of Dentist Doc and Eye Doctor Doc.

Flair will be supporting these properties with integrated marketing campaigns, targeting the main decision makers for the pre-school purchase; the parents.0208 643 0320

Sambro’s new pre-school lines for 2015 will include extensions to its Disney wooden puzzle collection. The three and four puzzle sets feature large, chunky wooden pieces designed for little hands to hold.

Elsewhere, kids can see iconic Disney stars spin themselves silly with Sambro’s Spin O� Mickey and Spin O� Minnie games.

As Mickey or Minnie spins, pre-schoolers can hang various

items on them such as keys, an umbrella, a lollipop and a mobile phone, all before the timer runs out and all the items pop o� . Whoever hangs the most on Mickey or Minnie wins. 0845 8739380

Commotion Distribution has been appointed the exclusive UK educational distributor for Mojo Fun.

Mojo’s range of small-world play animals are realistic, highly detailed and well-proportioned. Each is made from hard-wearing plastic resin, and hand painted in a natural style with expressive faces.

Commotion Distribution has put together eight sets of toy animals to represent commonly recognised groups of animals from around the world. These range from Savannah Families to Dinosaurs,

through to Woodland Animals and the Super Farm collection.01732 225821

Fans of Peppa Pig and Minnie Mouse are being catered to with Jumbo’s Hide & Seek games.

The two games see 3D electronic fi gurines placed anywhere in the house. Children then have to listen out for Peppa or Minnie’s voice and use the picture cards for clues on where to fi nd them.

Eleswhere, the EVA Giant Foam Floor Puzzles starring Doc McStu� ns, Planes, Mickey Mouse Clubhouse, Minnie Mouse, Jake and the

Never Land Pirates and

Fisher-Price have also been a hit.

Finally, for pre-school bath-time play, Jumbo boasts a range of foam bath jigsaws. Each set comes in a plastic carry case that

includes 12 shaped jigsaw pieces that fl oat and stick to the side of the tub.01707 289289



42 November www.toynews-online.biz42 November www.toynews-online.biz

VTECH

MATTEL

GOLDEN BEAR

Young animal lovers can embrace VTech’s Toot-Toot Animals 3 Pack, which features an elephant, a zebra and a lion.

Each exotic creature comes with its own phrases and sound e� ects. The toys have been designed to teach singing, encourage motor skill development and imaginative play.

Kids can press the light up button on the animal’s head to trigger three sing along songs and melodies,

and the Toot-Toot animals also respond to SmartPoint locations on Toot-Toot animals play-sets with di� erent phrases and sound e� ects.

Elsewhere, VTech has made its fi rst step into the doll market with its Little Love Baby Talk.

The award winning voice activated doll encourages learning as the more a pre-schooler talks to the doll, the more words she will learn and repeat.

Little Love sings ten melodies, makes sound e� ects like drinking and giggling and comes with a cuddly outfi t, dummy and feeding bottle.

Little Love can travel in the Little Love 3-in-1 pushchair which transforms into a stroller, high chair and cot. The interactive elements of the product encourage motor skills, language development, role play and imaginative play.01235 555545

Fisher-Price is building on the successful launch of the Discover Your Way brand campaign in 2015 with new launches, fresh licences and expansive marketing pushes.

Discovery remains at the heart of Fisher-Price as the momentum builds into 2015, with new campaigns designed to take the new brand message further into the digital arena with a break frame online campaign.

Fisher-Price is continuing to build on play value and content with the new expansion of its infant line with the introduction of bath toys including the Stackin’ Tub Time Boat and Hippo Bath toy.

There will also be new additions to the musical toys segment. Meanwhile the Laugh & Learn range sees the launch of new products

featuring the innovative Smart Stages technology including new Puppy and Puppy’s Sis.

The Fisher-Price Little People characters grow in 2015 complementing the popular play-set range, while next year also promises to be a big one for Thomas & Friends as the character marks its 70th anniversary.

New spring launches for Fisher-Price Thomas & Friends include the expansion of the My First Thomas collection. This includes new Pop & Go Thomas and fresh additions to the Take-n-Play and TrackMaster ranges including the Rattling Railsss and Breakaway Bridge play-sets. The Thomas & Friends Wooden Railway line will also o� er retailers a new proposition for the brand.

Elsewhere, Imaginext has new launches planned for the DC Super Friends range including the new Hall of Doom in spring.

The popular Batcave is also preparing for an exciting new launch later in the year.

The Fisher-Price Disney collections Mickey Mouse Clubhouse, Minnie Mouse and Jake and the Never Land Pirates will welcome new characters and play-sets, while the popular Fisher-Price Octonauts range is set to be boosted by the introduction of new Talking Gups and expansion of the Speeders.

The Fisher-Price Dora The Explorer range will also welcome a new launch in autumn/winter 2015 to support Dora & Friends.01628 500 000

Pre-school specialist Golden Bear boasts a portfolio full of characters from popular programmes spanning In the Night Garden, Woolly and Tig and Something Special.

The fi rm’s In the Night Garden range has both plastic and plush toys, including the Ninky Nonk Musical Activity Train.

At 80cm long, the deluxe train o� ers four toys in one. The range is soon to be extended into spring and will be boosted by strong marketing support, retailer promotions and extensive TV advertising throughout the year.

Elsewhere, Golden Bear’s Something Special range includes plush toys, games and interactive playmats featuring Mr Tumble and all his friends. The company also has products based on Woolly and Tig and Henry Hugglemonster.

My First JCB has a new colourful, ‘kid tough’ product range in the form of My First JCB Big Wheelers.

The range of super-sized push along vehicles are available in two di� erent characters, Joey JCB and Doug Dumptruck, at low price points.

The vehicles feature big chunky wheels and brightly


coloured durable plastic – perfect for indoor and outdoor play.

Finally, the brand new Twin Turbo Raceway has been added to the fi rm’s Go MINI collection.

The new race track allows for high and low speed racing with the fl ick of a switch. Children can race on the low level for controlled racing or give the car a boost with the higher setting.01952 608308


TOBAR

DKL

Tobar’s range of pre-school toys has an award winner in its midst in the form of the Bump N Go Bubble Train.

The brightly coloured toy moves, makes chugging noises and has a plume of bubbles.

On the plush front, the fi rm’s Snuggleasaurus lets out a mighty roar when squeezed and is covered with felt features including teeth, spines and claws. Pre-schoolers can press the button on its belly to trigger a mighty dino-like roar that also has an impressively piercing shriek to it.

Elsewhere, the Lay And Play Domino Train sets up a track of perfectly spaced dominoes standing upright. Kids can load the magazine with dominoes, then clip it into the

top of the train and set it running to start laying the domino track.

Tobar’s Wooden Car Transporter comes with car transporting trailer and four toy cars, and the top section of the detachable trailer can be lowered to make a ramp up onto the trailer bed. The fully functional car loader can easily accommodate the four wooden cars, each boasting a ‘retro feel’.

Meanwhile, for role play fun, the portable Pixie play-set comes with a wooden carry case that contains accessories, while it also opens out so that it doubles up as a pixie house play area. 0844 573 4299

DKL o� ers a wide range of pre-school toys across several of its brands including Miniland Educational, Wonderworld, Munchkin, Corolle and Hama.

Miniland’s Educational Corner collection is a fun range of pre-school learning items, each with educational worksheets and guides for parents who want to reinforce key skills through play.

The Miniland Pairs Game o� ers children an educational experience, as they use the colourful set to develop their counting and memory skills as well as their concentration.

Miniland Activity Buttons, voted one of the top educational toys in this year’s Independent Toy Awards, includes 40 pieces of bright buttons and activity cards, which maximise play value. Visually impaired or blind children can also learn through play with Activity Buttons as the set features Braille characters.

Elsewhere, Wonderworld has a range of eco-friendly wooden toys, including the best selling Rainbow Sound Blocks. Each block has a di� erent shape, sound and colour to encourage a child’s sensory development.

Pre-schoolers can also have fun with the Wonderworld Trix Tracks Collection as they watch the ball rocket down the track, while performing tricks such as changing colour or sliding down an elephant’s trunk.

Elsewhere, DKL’s premium doll brand Corolle boasts dolls including the soft ragdoll Lili Pink Happiness and the supple Mon Premier Calin Paris Party doll.

The company’s pre-school o� ering also covers Munchkin bath toys and teethers, Disney baby products and Hama beads.

DKL supports all its brands with a full marketing programme including dedicated planograms, in-store campaigns and extensive social media activity.01604 678780



TOMY

JOHN CRANE

ZAPF CREATION

VIVID

ASOBI

Tomy’s extensive pre-school portfolio spans bath toys, play-sets, development products and toys from the fi rm’s popular Winnie the Pooh range.

Marking 20 years of expertise in infant developmental and creative play, Tomy’s toddler toy line is centred on ‘kid-powered’ play designed to allow the child to be in control and to come back again to play in di� erent ways.

The fi rm believes its Sing to Learn Bunny Bus is a ‘star line in the making and packed full of play value’.

The push-along bus contains three bunny characters, themed to

help children learn about numbers, letters and colours through unique songs. Youngsters control the music as the bunny in the front seat leads the song while the others sing harmonies. Engaging interactive features and mini-games add even more ways to play.

Elsewhere, Tomy is helping to make bath time fun with its line of quirky water-friendly toys.

Making a splash this autumn/winter is the Stack ‘n’ Play Lighthouse for endless stacking fun in the bath. Each stacking piece is a di� erent coloured pourer and once the lighthouse is

fully stacked, the lighthouse keeper will light up the lantern and play a lively seaside tune.

Elsewhere from Tomy is Lamaze’s stage-based developmental toys designed to help babies and toddlers reach early physiological milestones.

Lamaze is welcoming two new characters to its gift range this autumn in the form of Pippin Push Along Pup and Night Night Owl.

Pippin is a soft infant plush toy that can be pushed along, but also doubles as a bag while Night Night Owl Baby soothes babies with colour changing night-light and gentle lullabies.

Pint sized fans of Winnie the Pooh will be entertained for hours with Tomy’s new Post ‘n’ Roll Hunny Pot floor toy. Pre-schoolers can post the colourful balls in the top of the Hunny Pot and watch as they roll down and around, before trying to catch them all.

Musically-inclined pre-schoolers can also dance around with Jiggle with me Pooh. The plush Pooh plays two di� erent songs for parent and baby to sway along to and if Pooh is tapped on the head, he sways from side to side in time to the music. 020 8722 7300

John Crane’s extensive portfolio of pre-school products encompasses quality wooden toys, musical products, games, plush and more designed to help teach yougsters to walk, talk, sing, count, spell and ride.

The fi rm’s Tidlo brand boasts a wide range of traditional wooden toys through its Small World and Pretend Play sections.

The Small World line is welcoming a new Fire Station product this year, joining the popular Tidlington House, Paragon Pirate Ship, Noah’s Ark, Oldfi eld Farm and the fi gure of eight train sets.

The Pretend Play section has a new two in one play shop and theatre product

this year, while its line of kitchens and cookware let pre-schoolers mimic real life.

Pintoys and Sevi ranges add to the line-up of wooden toys and games with everything from sorters to sit ons.

Bristle Blocks is a construction line available in all sorts of designs and packs, you can let your imagination run riot or follow the designs on the box.

B Toys have been a runaway success for the company and its new Baa Baa Barn musical toy has already won awards. Other

new additions for this year include Build-A-Ma-Jigs featuring a plane, submarine, dump truck and Roadster with interchangeable parts.

John Crane also has pre-school plush covered with Trudi Animal Puppets and soft toys. New animals this year include Dragons, a Unicorn and Pegasus.01604 774949

Zapf Creation is gearing up to launch a number of new lines, and a whole new brand, this coming spring for pre-schoolers.

2015 will see Zapf Creation launch a new brand of dolls, each with their own character and animal themed outfi ts.

Spring 2015 will see Baby Annabell further extend its popular range of accessories with the introduction of a new potty training play theme, designed to educatepre-schoolers on the bathroom routine.

Baby Born Interactive will be boosted with further line extensions next year, including a deluxe travel care set.

Finally, royalty will once again be key for the fi rm next year with the arrival of the Baby Born Interactive Princess doll. She will come in a regal pink dress and her very own accessories which include a charming matching crown, silver feeding bowl and spoon. 0845 0533 333

Vivid’s Peter Rabbit toy range, inspired by the CBeebies TV series, spans everything from games and puzzles to plush, fi gures, and play-sets

The Treehouse Play-set is based on the friends’ hideout and has lots of features to explore such as a slide, lift, bucket winch and trap door, and comes with an exclusive Peter Rabbit fi gure.

Joining the current range of plush are the cuddly Giant Plush Peter Rabbit and Lily Bobtail, available from quarter four.

Elsewhere, new for spring 2015 are Collectable Plush

Cotton-tail and the ‘much-requested’ Talking Plush Benjamin Bunny. 01483 449944

Last year Asobi announced an exclusive distribution deal with traditional French brand Vilac for its wide range of toys suitable for newborns to children aged fi ve years and above.

The range spans musical instruments, rattles, pull toys, ride-ons, cars, games, puzzles, role play toys and more. Each toy has been designed to ‘leave a legacy in a child’s mind that will last a lifetime’.

Elsewhere, Asobi also has the UK distribution rights for the Uncle Goose brand, a fi rm responsible for ‘good old classic baby toys’.

Uncle Goose has carved out a niche as the world’s premier manufacturer of high quality alphabet blocks with products spanning the classic ABC blocks, languages and hieroglyphics to blocks of the periodic table.01628 200077



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LEAPFROG

BANANAGRAMS

MARBEL

GREEN BOARD GAMES

HIPPYCHICK

This year saw LeapFrog expand its already wide output of educational entertainment with the launch of its new Learning Friends range.

Learning Friends is a collection of 13 friendly animal characters that help young children prepare for their fi rst days of school through pretend play and fun dialogue.

The range includes the Play & Discover School Set and the Adventure Bus, plus three animated short adventures to watch and four Learning Friends apps that can be downloaded to a child’s LeapPad. The Learning Friends Play &

Discover School helps develop imaginative play, listening comprehension and motor skills.

Designed for children aged two years and above, open-ended questions help prepare for school time through pretend-play, using Tiger, Turtle and Monkey, children can unlock over 200 stories, songs and phrases by interacting with the set.

Elsewhere, the play-based Learning Friends Adventure Bus sees Koala, Fox and Penguin travels to the beach, the library and out for a picnic, with more than 20 songs, phrases and sound e� ects to bring the adventures to life .

The bus helps children develop key motor skills with doors that open and close a picnic table that folds down and moving wheels. Each of the three characters is also compatible with the Play & Discover School Set.

There is also a range of Learning Friends videos to help expand the educational experience.

‘Koala’s First Day’, ‘Hippo’s Show & Tell’ and ‘Fox & Penguin Take Turns’ webisodes teach pre-schoolers personal and social skills, and these videos are backed by printables and colouring pages available online at Leapfrog.co.uk.

In addition to the play sets, a series of four Learning Friends Pre-school Adventures apps are available for download on LeapFrog’s award-winning line of LeapPad tablets. The new apps

titled Turtle’s ABCs!, Tiger Counts!, Monkey Creates! and Ms. Gira� e Explores! are designed to help children aged three and four explore, play and build school readiness skills. 01895 202 840

PairsInPears, a multi-award winning game from Bananagrams, allows pre-schoolers to develop reading skills, match patterns and have fun.

The game boasts eight engaging, educational activities for children of varying ages, as well as two competitive word games for advanced players.

The game helps youngsters’ developmental learning with the Pattern Grouping and Letter Hunt games.

Early-readers can also enjoy the wordplay activities Rhyming and Fill in the Blank.

PairsInPairs comes with ten games in total, and

boasts something for everyone. 020 7298 9500

Marbel has some pre-school favourites in its portfolio with its Brio and Hape lines.

Brio’s pull along ladybugs wiggle when they are pulled and waggle as youngsters walk with them. They’re conveniently priced and packed in a four piece assortment.

The ladybugs come in red, yellow and green with two of one colour in a pack.

Elsewhere, Hape’s My First Gym is a perfect wooden play space for a little one with dangling rattles, while Little Drummer, Early Melodies Tambourine and Xylophone are all part of the fi rm’s wide range of pre-school musical toys. The products are made of schima plywood and PE paint, giving the line a high quality fi nish and lasting durability.0845 6000 286

Hippychick’s Wheelybugs are handmade multi-directional ride-on toys that are designed to develop self confi dence, co-ordination, balance, gross motor skills and spatial awareness.

The ‘Bugs’ are crafted from high quality materials, while the plush version has the same high quality wooden base, the same fun multi directional castors and same characteristic curved body. This time however, the body is a blank canvas with parents able to invest in fun, soft, machine washable covers that transform the Wheelybug into a Hedgehog or Panda.

Boasting multi directional castors, pre-schoolers can glide forwards, backwards, sideways and even round in circles on their Wheelybug, catering to toddler’s fi rst steps (when

they can push rather than ride the Wheelybug using the easy grip handle bar) through to ‘high speed chases’ when they’ve reached school age. 01278 434440



Green Board Games is predicting its BrainBox Teddy Bears, created in collaboration with writer and owner of Alice’s Bear Shop and Teddy Bear Hospital Rikey Austin, will be a ‘huge’ success this Christmas.

The game includes 55 cards with hand painted images by Austin depicting nursery rhymes, children’s themes and adventures with Alice, Sandy, Tilly Pebbles and friends.

As with other BrainBoxes, children have to study a card for ten seconds and then answer a question based on the roll of a die.

If the question is answered correctly, then the card is kept.

The person with the most number of cards after five or ten minutes is the winner.

The company’s collection of BrainBoxes have been developed to aid memory and recall skills.

They are created from a minimum of 70 per cent recycled material.01494 538999


47 TN156.indd 1 06/10/2014 16:36

53 TN156.indd 1 23/10/2014 16:18

Dedicated monthly retail coverage

News

Opinion

Data

Maplin ramps up toy o� ering for 2015 Electronics specialist has seen phenomenal growth in the toy

category this year, with more dedicated space in UK stores

By Robert Hutchins

TOYS ARE playing a pivotal role in the future of business for UK electronics specialist, Maplin.

Over the last year, the retailer – which deals in all electrical equipment from lithium batteries to app controlled robots – has seen toy sales grow by 150 per cent.

The business has now outlined its plans to expand its o� ering and introduce new kids’ toys, as well as a new range of hobby products targeted at adults, with more in-store space dedicated to the growing category.

“We are enjoying phenomenal growth in toys this year. Our year to date sales have grown by 150 per cent year on year,” Alphonse Madamombe, senior category buyer at Maplin told ToyNews.

“We are seeing particular success in RC air products, driven by drones, and

have expanded our ride-on o� ering this year, which has been very well received by our customers.

“The business has now o� ered me a third additional space in large

stores to expand our range for next year on the back of the success seen this year.”

In store, Maplin currently o� ers an extensive selection of radio controlled helicopters, quadcopters and cars, as well as electronic games and puzzles.

The fi rm is now looking to the current trend in radio controlled drones to propel it into another successful year in 2015.

“There has been a lot of PR around drones and customers have been sharing their videos, driving

awareness of our range,” continued Madamombe. “We are also expanding our reach by attending events such as air shows and motoring events with our Maplin Battle bus, promoting toys among other ranges.”

The electronics retailer believes that with its intense focus on radio controlled toys, Maplin can di� erentiate itself from other High Street retailers.

“We are the only retailer on the High Street selling £1,000 drones,” explained Madamombe. “So, we are

defi nitely establishing our authority within RC toys and becoming a destination of choice to most customers due to the breadth of our range and our customer service guarantees.”

Madamombe also believes that by increasing footfall and driving further sales of toys, the retailer will be able to create more customer awareness of its related lines.

“Toys will continue to play a pivotal role in the future of our business,” he said. “They not only drive footfall but also contribute to the awareness of other ranges like educational electronics, as well as batteries to go with most of the toys.”

The company has also revealed its plans to bring more products online, with more online content and videos, devised to help bridge the gap between store and web sales.

“The majority of our sales are from stores due to the nature of our toys as most customers would want to touch and feel the products fi rst,” Madamombe continued. “However, we are projecting that to shift going forward as we are bringing more products online as part of our extended range.”

Retail Only


RETAIL ADVISORY BOARDToyNews takes soundings from its Retail Advisory Board on toy industry issues. The current members are:

Stuart Grant,The Entertainer

FionaMurray-Young,

Toys R Us

Linzi Walker,Argos

Brian Simpson, Toytown

Clare Barton,Sainsbury’s

Neil Mitchell,Shop Direct

Annalise Quest,Harrods

Steph Strike,Asda

Ben Redhead,Firebox

Steven Bradley,Boots

Helen Gourley,Toy Hub

Miles Penhallow, Play-Room

Karla Mitchell, XBite

49 TN156 Retail Cover_Final.indd 1 24/10/2014 16:36

INDEPENDENT SURVEY Follow us @toyshopuk


How confident are you feeling about Christmas trading?

Matt BookerAutomattic Comics and Toys“It’s going well so far. People are prepared on the whole so it seems. We’ve had a good few customers scouting for presents with kids and making notes, but some I know are gauging and then shopping online.”

Neil WaiteCaptain Neil’s Toy Chest“We’re moving into larger premises in November so hopefully Christmas will be a cracker.”

Carolyn StrandEarlywhirly“Christmas shopping seems to have started

super early this year. We are seeing sales approximately three weeks ahead of where we would expect them to be. Customers are certainly shopping early to get what they really want, especially in small premium lines and larger items at offer prices.”

Tracie Peacock-QuinneyElla’s Toy Shop“We’ve had a good summer in both our shops and it appears to be picking up already with people buying for Christmas. I think our new ranges of products are showing their strengths as we have already received great feedback regarding them and sales are proving

strong. I think Christmas will be a slow burn as customers are already buying for the big day. Our sales are showing a larger increase in pounds per customer, which would indicate the Christmas buying has already started. Fingers crossed this will continue and increase in the next ten weeks.”

Luan HallFairies ‘n’ Frogs“We have a Christmas layaway plan that we have had in place for the past three years. It starts 100 days before Christmas and encourages people to put items on order and pay over a period of time to spread the cost. This is

so successful it is often used more than 100 days before. We are currently up by 20 per cent on projected sales for this Christmas. However, the Christmas promotion we are running could be an added reason for this. One lucky person will win back everything they spend for Christmas with us.”

Stuart AndrewHal Whittaker“Footfall is definitely down at the moment for this time of year. I would have expected to see a reasonable increase in sales by now but hasn’t happened yet. Maybe it’s just late starting this year or even more is internet

“

This month, ToyShop UK asks its listers for thoughts on this year’s festive trading. And it’s good news

50-51 TN156 ToyShopUK_Final.indd 1 24/10/2014 16:14

INDEPENDENT SURVEY


shopping. Either way it doesn’t help cash flow and next year I will be moving more of my buying and deliveries to October instead of September.”

Teresa BrambleHoomble Toys & Collectables“October has already seen a strong Christmas increase. Strong key lines are proving to do well.”

Charlotte CroserJollys“We have had a good start to the season already and finding customers are buying for Christmas earlier than last year. This is a good boost to confidence and if it continues, it will

enable us to keep adding to our range and keeping it fresh with new lines up to the last few weeks. We are hopeful for a strong season at Jollys.”

Cate O’NeillPetalina“We are seeing steady growth year on year at Petalina which is great. Not sure that it will be a bumper Christmas but certainly I hope for something to celebrate.”

Robert WilliamsSilly Billy’s Toy Shop“Last year the bricks and mortar trading did not really commence until quite late which made a cashflow bottleneck,

so was a tricky time. This year we are hoping that buying in retail bricks and mortar commences sooner and – so far –October 2014 seems more buoyant than October 2013.”

Jon StarlingStarlings Toymaster“Consumers are already shopping for Christmas. They were disappointed at the recent Argos 3 for 2, with the number of out of stocks, which has brought them back to our toy stores. Same with the latest Tesco 20 per cent off weekend where our customers found inflated prices that were reduced back to normal with the

discount. Being able to offer weekly promotions with the backing of the Toymaster catalogue is driving people to shop with us. Our prices are competitive with online platforms and people can walk away with the toys of their choice. We will continue to give personal service and great value right up to and beyond the Christmas shopping period.”

Karen WoodStrider Bike UK“The exciting new range of Strider bikes are hitting the shelves in time for Christmas. Signs are already that it’s going to a best selling bike.”

“IN ASSOCIATION WITH

HOW CONFIDENT ARE YOU FEELING ABOUT CHRISTMAS TRADING THIS YEAR?

THE FESTIVE season has swung back around quicker than ever, and this month ToyShop UK has asked its listers whether optimism, as well as tinsel, is flowing through the aisles.

It seems that most stores are feeling positive this Q4, with 72 per cent of those asked saying they feel confident about Christmas trading this year.

18 per cent of those stated they felt very confident, with 54 per cent being fairly confident.

Reasons ranged from early Christmas shopping trends, festive promotions and strong lines.

“We have had a good start to the season already and finding customers are buying for Christmas earlier than last year,” said Charlotte Croser of Jollys.

“If it continues, it will enable us to keep adding to our range and keeping it fresh with new lines up to the last few weeks.”

Others, like Luan Hall at Fairies ‘n’ Frogs, have taken measures in advance to

ensure the festive trading period is a positive one.

“We have a Christmas layaway plan that we have had in place for the past three years,” said Hall.

“It starts 100 days before Christmas and encourages people to put items on order and pay over a period of time to spread the cost. This is so successful it is often used more than 100 days before. We are currently up by 20 per cent on projected sales for this Christmas.”

Elsewhere, three per cent of those asked told ToyShop UK that they were not at all confident about Christmas trading, while 26 per cent were unsure.

“Footfall is definitely down at the moment for this time of year,” said Stuart Andrew of Hal Whittaker. “Maybe it’s just late starting this year or even more is internet shopping. Either way it doesn’t help cash flow and next year I will be moving more of my buying and deliveries to October instead of September.”

Toy Shop UK is a consumer-led, online directory that helps toy suppliers, retailers and licence holders promote their businesses to an audience of up to 10,000 unique visitors per day.

Popular weekly giveaways, the esteemed Independent Toy Awards and special supplier listings are just three of the ways that Toy Shop UK can help you to increase your online presence and complement your other

marketing activities throughout the year.

Contact n Michael Hawkins ([email protected] or 07786 295756) for more information.

www.toyshopuk.co.uk

18% – Very confident

54% – Fairly confident

3% – Not at all confident

26% – Unsure

50-51 TN156 ToyShopUK_Final.indd 2 24/10/2014 16:14

Diary of a Good Toy Guide

This month has been another busy one, preparing for our company day

and shareholders meetings. With such a rapidly growing team, it’s vital

that everyone here is kept up to speed.

Of course, there is always one reason we come to the office every

morning, and we have been testing lots of new toys and apps – see the

latest additions to the Good Toy Guide homepage – and we are now

also testing books.We really enjoyed sponsoring the Toy & Game Inventors Workshop

and BLE, while the continued enthusiasm and feedback we are getting

from the toy, app and licensing industries is just fantastic.

Also, we have a new retail venture that’s currently under wraps, but

next month we’ll be ready to tell you all about it...

GOOD TOY GUIDE

Playing seriousThis month, Robert Hutchins asks Dr. Amanda Gummer why serious play is no longer just an oxymoron

IN ASSOCIATION WITH

AS A wise man once said, ‘play is the work of the child.’

However, this same man died in 1852, so it is unlikely that Friedrich Frobel, the pedagogue of child development and education through play, had any idea of the kind of shifts the young children of today would be putting in.

In a modern era of play, where bosses are big purple dinosaurs named Barney and work involves helping teams of heroic puppies solve mysteries to save the day, kids across the globe must be scrambling to get to the office each morning.

Despite the advancements in toy design and technology, the 150 year old sentiments remain the same. And Frobel’s modern day counterpart, Dr. Amanda Gummer, founder of Fundamentally Children, believes that the hard work kids put in during their pre-school years, will give them the best footing for dealing with the wider world of school and beyond.

“Children up until the age of two and a half or three tend to play on their own rather than co-operatively. Children can play in parallel but they won’t yet work together,” explains Dr. Gummer. “So at this age, play tends to incorporate toys that offer easy wins, stuff that gives kids relatively quick satisfaction as they need regular reinforcement of what they are doing.

“Once you get past about two, however, toys and play that does start to encourage children to work with others is really important. Things such as

turn taking and sharing are really key to early years play.”

The play specialist explains that play is integral to preparing young kids for their school years, and while she places importance on educational activities to prepare them for their new learning environments, discovering through free play is the ultimate learning curve.

She continues: “Pre-school children should be given as many opportunities as possible to develop social and communication skills through their play, as well as an understanding of how to hold a pencil, open a book, use scissors, etc.

“These will all help build confidence, which will in turn benefit their learning anything new in the classroom. Meanwhile, games and activities that help develop their thinking skills will help with a range of school subjects.”

But with such a burgeoning pre-school category, comprised of the ever growing tech toy sector, how can parents,

toy companies and toy retailers alike each fit into the evolving play diet of the pre-schooler?

“The best kind of play diet to give a pre-schooler is to think of active, child-led play as the superfood,” says Gummer.

“This gives parents or carers a chance to step back and allow kids to apply trial and error in order to make their own sense of the world around them.”

And it’s no secret that when it comes to the age old argument of tech

toys versus traditional, Gummer understands the advantages of the more technologically advanced play to children.

“Tech is not vital to youngsters, but it is certainly beneficial, especially when it is managed properly,” continues Gummer.

“So if you are a buyer, it is really important to have a cross section of toys that facilitate development across all areas. And they can look to use the play

diet as a shopping list or a buying guide.”

With over ten years specialism in children’s development through play, Dr. Gummer has seen her share of successful pre-school toys, and advises toy manufacturers looking to break the scene to keep the play diet cross section in mind.

“It is easy for a toy developer to allow a range or brand to get sucked in to a particular type of play, so it is important to look at a cross section of a play diet, to make sure you are giving children all the opportunities to learn.”

However, when looking for the key to success in pre-school play, Gummer concludes that parents and manufacturers alike need not feel they have to provide for every minute of a child’s day.

“This is when they will use their own imagination,” she concludes.

After all, they’re sure to find themselves some work to get on with.


CONTACT THE GOOD TOY GUIDE:Twitter: @fundamentalsUK l Facebook: FundamentallyChildren l Email: [email protected] lwww.fundamentallychildren.com

52 TN156 Good Toy Guide_Final.indd 1 24/10/2014 17:13

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54 TN156.indd 1 22/10/2014 10:25

www.toynews-online.biz November 55www.toynews-online.biz November www.toynews-online.biz November 55

LITTLE TIKES SAMBRO

Little Tikes is gearing up for the launch of a new collection of ride-ons, ready to hit shelves in time for Christmas.

Leading the line-up is the aptly named Big Dog Truck, billed as the fi rm’s most innovative three in one ride-on.

True to its moniker, the Big Dog comes with three modes of play, including the foot to fl oor for youngsters learning to walk, a ride-on for developing motor skills and a dump truck for budding construction workers.

The three in one even features seven themed sound e� ects, activated by pulling a series of levers or pressing its nose.

As an additional bit of authenticity and an extra treat for kids, the Big Dog also comes with three boulders that can be munched up when rolled over and pooped out with the pull of a lever.

The launch of the Big Dog Truck will be marked with a

signifi cant TV and digital campaign, hitting screens in time for the Christmas advertising season.

The second in the line-up and new for 2015 will be the Cozy Coupe Dinosaur, arriving in Dinosaur Green and with a series of dinosaur plates on its roof.

Joining the rapidly expanding Cozy Coupe family, the new launch will secure the Cozy Coupe brand as Little Tikes’ largest range to date. Completing the line-up is

the Little Tikes four in one Sport Edition Trike – aimed at

all budding sports stars. For babies and beginner riders

alike, the trikes come in pink, blue or red and are designed to grow as a child’s skills develop.

01908 268 480

Sambro is continuing to expand its wheeled toy ranges, with brand new licensed scooters, bikes and skateboards all planned for 2015.

The Teenage Mutant Ninja Turtles have stormed back on to the big screen this year, with the new blockbusting action movie.

And for children whose passion for the pizza-loving crime fi ghters surpasses the confi nes of the cinema, Sambro is launching a new collection of TMNT themed skateboards, pre-school and inline scooters, as well as bikes.

Meanwhile, the fi rm is laying the smackdown with

its ‘supremely’ popular boys’ licence, WWE. Sambro’s WWE collection now features a range of scooters and various sized skateboards.

The New Year will also see the introduction of a brand new range of wheeled toys based on the popular Nickelodeon property, SpongeBob SquarePants.

Coinciding with the launch of the upcoming SpongeBob movie: A Sponge Out of Water, the range is aimed at both boys and girls with a selection of skateboards, scooters and bikes.

0845 873 9380

SECTOR GUIDE: WHEELED TOYS

Wheels of fortuneWhether its scooters, skateboards or roller skates, wheeled toys are great to keep kids active indoors and out. And popular year round, they can help keep your toy aisles active, too. Robert Hutchins explores the latest products

treat for kids, the Big Dog

the Little Tikes four in one Sport Edition Trike – aimed at

all budding sports stars. For babies and beginner riders

alike, the trikes come in pink, blue

01908 268 480

Michelle Lilley, Marketing Manager, Little Tikes

“Our wheeled toy category has seen an extremely

strong performance throughout 2014. And it’s all thanks to the

heritage, the durability and the innovation

behind our products.”

55 TN156 Wheeled toys_Final.indd 1 24/10/2014 16:25

56 November www.toynews-online.biz56 November www.toynews-online.biz

HY-PRO

FAMOSA

Learning to ride a bike or keep your balance on a scooter can be seen as one of life’s many milestones.

Zinc mastered the art back in 2009 when it fi rst launched onto the scene with its wide range of wheeled products.

Hy-Pro continues to deliver the Zinc collection to

retailers across the UK, and this season is no di� erent, with a new range billed by the fi rm as ‘any child’s ideal fi rst wheeled toy’.

Rollers is the starting point for any little one looking to develop their balance, core motor skills and confi dence while riding. The R1 transforms from a

ride-on to a trike, while the R2 can transform from a balance bike directly into an inline scooter.

Once kids have gained confi dence, the Style a ride from Zinc is the next step up, featuring tri-scooters, rock ‘n’ rollers and inline scooters for kids aged three to six years old.

Style a ride is designed to inspire children’s creativity and individuality by allowing them to design and customise their own scooters with themed stickers and accessories.

Meanwhile, Zinc’s feature scooters incorporate role-play elements such as engine

sounds, brake sparks and exhaust e� ect smoke, all for kids aged fi ve to nine.

Completing the line-up this season is Zinc’s electric scooter range, Volt. The collection featuring four scooters, 80, 100, 120 and 150 all with varied speed and specifi cations.01582 670 100

This month, Famosa introduces two battery operated one-seater cars from the Spanish outdoor toy specialist, Feber – the Minnie Car and Cars 2 Lightning McQueen.

For young Minnie Mouse fans who enjoy cruising around the living room, the pink Minnie Car is a one-seater car powered by a six volt motor and comes complete with a rechargeable battery.

With an in-built foot accelerator, youngsters are able to reach speeds up of up to two kilometres an hour, while the electric brake ensures they can stop safely. Meanwhile, forward and reverse gears add to the car’s authenticity.

The Feber Minnie Car is suitable for kids aged 18 months upwards and retails at around £129.99. Furthermore, the Minnie Car has also scooped awards including the Bronze award from Bizziebaby early this year.

The Cars 2 Lightning McQueen car has been fl ying

o� the shelves, according to Famosa, allowing fans to drive in style in the red one-seater six volt motor vehicle.

The model includes the same features as the Minnie car including rechargeable batteries, a top speed of two kilometres an hour, a

foot accelerator and a brake. The Cars 2 Lightning Mcqueen ride-on is suitable for kids aged 36 months and upwards and retails for around £149.99.

Other licensed lines from Feber include the six volt single seater Ferrari FF, retailing at £179.99, and the 12 volt two seater Ferrari California (£279.99).01623 237 433



59 TN156.indd 1 22/10/2014 10:32

58 November www.toynews-online.biz58 November www.toynews-online.bizNovember www.toynews-online.biz

THE HOBBY COMPANY

MV SPORTS PRINCE LIONHEART

Carrera from The Hobby Company enters the busy Christmas period with a selection of new GO!!! slot racing sets, designed for the younger market.

The new line of o� cially licensed items feature some of the biggest names in gaming, fi lm and sport, all delivered in 1/43 scale.

For Formula One fans, the Lap Record set pits Ferrari against Red Bull on 6.3 metres of racing track.

The set includes a banked track section and a 360 power-loop and retails at £64.99.

The Red Bull brand is celebrated in the Flying Champions set, featuring two high detailed Red Bull Racing F1 cars on 5.4 metres of track, retailing at £59.99.

Super Mario returns to the track with the new Mario Kart 7 themed sets from Carrera. The set is based around a 6.2 metre track with a 360 degree loop and high bank speed corner.

The Super Mario set retails at £49.99.

Meanwhile, The Hobby Company takes kids back to the movies with sets based on the popular Disney Cars franchise. Neon Cup features Lightning McQueen vs. Francesco. Both cars feature LED lights for a neon e� ect, while the decorated 4.5 metre track features a fi gure of eight layout and retails at £69.99.

Carrera is distributed exclusively in the UK by The Hobby Company Limited.01906 605 686

Batman, Transformers and One Direction have helped MV Sports to ‘phenomenal success’ this year, owing to the fi rm’s line-up of licensed scooters, bikes, skates and more.

MV’s own Stunted scooter range has reportedly been outperforming the competition with triple digit growth year to date. And the fi rm suggests it shows no sign of slowing down.

Leading the wheeled range of licensed products for older girls is the One Direction collection, dominating the market with an array of bikes, scooters, skates and skateboards.

Meanwhile, the pre-school range sees Peppa Pig, My Little Pony and Ben and Holly each adorn a collection of wheeled toys, while

the fi rm’s boys pre-school o� ering includes the likes of Thomas the Tank Engine and Fireman Sam.

For older boys, Batman, Transformers and Star Wars lead the way and the new Batman Signal Inline Scooter comes complete with a bay symbol torch, while the Power Rangers mask scooter combines a 3D plaque with a Power Rangers face mask.0121 748 8000

The family run toy fi rm Prince Lionheart presents its popular ‘Powered by little feet’ range.

Leading the line-up is the Prince Lionheart yoMOTO, a motorbike style ride-on, designed for little ones keen to get moving.

The yoMOTO features easy steering and is powered by Little Feet technology. Meanwhile, the big button wheels o� er youngers stability and easy maneuverability.

Suitable for children aged around 18 months, the motorbike ride-on is available in white with red or blue fl ash and is priced at £49.99.

Elsewhere, the yetiZOO is a ride-on aimed at budding explorers and features secret compartments for youngsters to hide their favourite things.

Tiny adventurers can chose from Joey the Smiley Hippo or Jerri the Happy Elephant, each retailing at £39.99.

Completing the set is Prince Lionheart’s collection of balanceBIKES, designed to help children master that all important skill of balance.

Each balance bike features air fi lled tyres, rubber handgrips and padded seats for extra comfort. The seats are height adjustable,

meaning that bikes can grow with the child. Made from birch wood, the bikes are suitable for children aged two and upwards.

The classic balanceBIKE retails at £59.99, the chop balanceBIKE for £74.99, while the whirl balanceSCOOTER hits shelves at £74.99.020 8997 7054



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www.toynews-online.biz November 61www.toynews-online.biz November www.toynews-online.biz November 61

KIDS@PLAY H GROSSMAN

JOHN CRANE MARBEL

In time for the New Year, Kids@Play is gearing up for the launch of its new six volt battery powered motor bike.

Hitting shelves in 2015, the Kids@Play battery powered motor bike features an auto braking system, blow moulded design, foot rests and a power pack under the seat area and inside its pretend petrol tank.

Aimed at kids aged three to fi ve years old, the bike also comes with a rechargeable battery and a

charge up pack, which once fully charged will o� er two hours of non-stop play.

Kids@Play also guarantees at least 300 recharges of the battery before a replacement is required. The product is covered and guaranteed with a Kids@Play service plan, and full servicing is available from the fi rm’s Caerphilly Service centre.01291 429 007

2014 has seen some exciting new additions to H Grossman’s wheeled toy portfolio.

Fans of the Minions can hit the road on one of the fi rm’s Despicable Me 2 collection, spanning skateboards, satchel skateboards, scooters, bikes, balance bikes, trikes and inline skates.

Elsewhere, the award-winning My First Scooter is now available in new colours.

The Scooter transforms from a four wheeler to a trike to a two wheeler as the child grows in confi dence.

For older children, the fi rm’s Elektra brand encompasses neon-coloured hog trikes, scooters and other outdoor wheeled products, as well as a range of matching safety gear.

Scooter fans are catered for with the Torq range. The robust line of scooters are designed to carry up to 100kg in weight, ideal for older scooter enthusiasts.

The Torq line also comes with an aluminium chassis, a one piece t-bar system and the high strength steering bar is fi tted with a triple stacked clamp, giving it extra strength.0141 613 2525

Tidlo, the wooden toy range from John Crane, has entered the ride-on market with its new range of balance bikes.

Brand new for this year is My First Bike, billed by the fi rm as an ideal fi rst running bike.

Designed to teach balance, steering and co-

ordination skills before a child upgrades to pedal

power, My First Bike is available in

both pink and blue and

features a carry handle, pneumatic tyres, a bell and easy grip handlebars.

For the mini mods, John Crane highlights its popular retro Red Scooter. The Sixties icon is reproduced in red and features easy grip handles, pneumatic tyres and adjustable seat height.

Meanwhile, for the rockers and young motorbike fans, My Motorbike is a styled balance bike with padded and standard pneumatic tyres.

New from Pintoys is the Sit ‘n’ ride Aeroplane, a red and blue plane that joins other best sellers in the Pintoys range, including the Construction Truck with its hidden storage under the seat and the Trike.

For really young kids, Ride On Racers feature multi directional caster wheels, allowing kids to move in all directions.

Available in red and silver, these ride-ons come complete with a moving steering wheel, squeaky horns, as well as plenty of under seat storage.01604 774 949

Daring freewheelers, strap yourselves in. This month, Marbel highlights some of its most popular push and ride-on toys from Brio.

Kicking o� the line-up is the Toddler Wobbler in Ferrari red or sunshine yellow. The Toddler Wobbler is designed to get young kids wobbling and walking in no time.

The wooden toy specialist has also engineered a brand new ride-on based on its classic dachshund.

The Ride-on Dachshund has a wagging tail and a spring and ears that fl ap. Its durable wheels ensure longevity, proving to families that ride-on dogs are for life, not just for Christmas.

Meanwhile, Hape has a collection of Dancing Butterfl ies each featuring a set of butterfl ies that fl utter when pushed.

“It’s a great product for tentative customers who want wheels to get kids rolling,” explains Marbel.0845 6000 286



54 TN156.indd 1 06/10/2014 16:31

SECTOR GUIDE: TOY SAFETY


A safe pair of handsTHE LAST 12 to 18 months have seen a number of changes in terms of the safety requirements which now need to be met by toy companies.

And, as more research is carried out on how children play, the pace of change on standards and regulations is likely to continue to accelerate.

With this in mind, we thought it would be a good time to pick the brains of high profile execs from Bureau Veritas, UL and Intertek, to find out just what has changed and what’s likely to be coming up. Because, let’s face it, there is a lot of information out there and it can get very confusing.

“With regard to mechanical and physical aspects, EN71 continues to be fine-tuned to ensure clarity and take account of any known concerns,” begins Keith Richards, UL technical director for European toys and children’s products.

“The requirements for acoustic toys and plastic

bags have been modified, as well as a change in the test for toy books for young children and, of course, a new standard EN71 part 14 just approved for trampolines.”

It appears to be the area of chemical safety that has seen the most change, however.

“The most significant change was the introduction of a revised

standard covering the migration of metals and associated chemicals from toys (EN 71-3),” says Philip Bullock, technical manager at Intertek.

“This involved restrictions on a much wider range of chemicals than the previous version, increasing the number from eight to 19. In addition, some

Having a good understanding of safety legislation is vital for any toy company, but the world of testing, chemical standards and compliance can be a confusing place. Samantha Loveday speaks to experts from three different companies to find out more, before they outline their credentials for the sector

INTERTEK

Intertek is a leading quality solutions provider to industries worldwide.

From auditing and inspection, to testing, training, advisory, quality assurance and certification, Intertek adds value for its customers by helping to improve the quality and safety of their products, assets and processes.

With a network of more than 1,000 laboratories and offices, and over 36,000 people in more than 100 countries, Intertek supports companies’ success in the global marketplace by helping customers to meet end users’ expectations for safety, sustainability, performance, integrity and

desirability in virtually any market worldwide.

The firm provides training seminars across a range of legislative areas – toys, hardlines and candles, and cover EU and GB regulations.

It employs a number of technical specialists who serve the testing industry by sitting on various national and international testing.

2014 has featured a number of changes whereby some clients are seeking risk-based assessments to challenges which may have previously been approached only through testing. Through UK trade show attendance, in areas directly or peripherally toy-related, Intertek engages with many industry stakeholders at all levels and involvement.0116 263 0330www.intertek.com

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of the limits were much lower than before and involved more analytical techniques.”

UL’s Richards expands: “There have been revisions to EN71 parts 4 Chemistry Sets; 5 Chemical toys and 7, finger paints and an introduction of part 12 on nitrosamines and part 13 on olfactory board games, cosmetic kits and gustative games.”

Malcolm Horner, technical consultant at Bureau Veritas Consumer Products Services, meanwhile, has this to say about the potential consequences of the new chemical requirements: “With the new chemical requirements of the TSD that came into application in July 2013, the cost of testing has been a concern

for many manufacturers, especially because of the addition of the organo tin and chromium VI requirements and the amendments of Appendix C.”

He continues: “Many companies have been working hard to define a chemical compliance strategy that doesn’t break the bank while ensuring compliance with the legal requirements. Some toy manufacturers have, for instance, decided to adopt a risk-based approach and to focus their testing spends on materials of concern. We believe that a risk-based approach could work for manufacturers who have a good visibility of their supply chain.”

To this end, Bureau Veritas works with the BTHA on the Toyograph

– an online tool enabling companies to use a Bill of Materials (BOM) to determine which materials are at risk of containing restricted chemicals above the limits specified in legislation or at levels that may be a safety concern.

“I think this is the reflection of a real change of philosophy in the toy industry in the UK,” continues Horner. “We see indeed more and more UK retailers accepting chemical safety assessments from their suppliers as a proof of compliance.”

Moving away from chemicals, the other area of change which has raised a few eyebrows is for acoustic toys.

UL’s Richards explains: “Interpretation of the acoustic requirements has brought some challenges in just how to conduct the tests and maintain consistency between test houses.

“The introduction of requirements for percussion toys (drums, xylophones, etc) and wind toys (whistles and flutes) have proved problematic from the testing and design side.

“Manufacturers are, in some cases, having to modify their products to make them quieter, which is not something they have ever had to consider.”

Intertek’s Bullock points out that these

changes could mean cost implications in re-designing products to comply to the new requirements.

“And some testing costs have also risen, he says: “For example, it now takes a lot longer to test some acoustic toys as it involves three operators testing the toy at least three times to take into account the variation in sound level due to the user.”

There are further changes on the way, too, which toy manufacturers need to make sure they are aware of.

“These include revised requirements for projectile toys and also cords in toys,” Bullock continues.

“The latter will attempt to also take into account the requirements in EN

14682 (cords on children’s clothing). A new standard covering requirements for trampolines is likely to be published early next year which will be the 14th part of EN71.”

In addition, the toy directive is also being amended to include restrictions on more chemicals in toys.

Horner from Bureau Veritas says: “The Toy Safety Directive is evolving constantly and it is important for toy companies to stay tuned with the latest changes.

“It is always best to check with your laboratory partner if you are unsure about the implications of those changes for your products.”

UL

UL is a global independent safety science company with more than a century of expertise innovating safety solutions. Today, UL is advancing its commitment to protecting children through testing, inspections and assessments for toys and juvenile products.

The firm says that it has unmatched industry expertise and active involvement in the development of international safety standards, and that it is uniquely positioned to help its customers build safe, reliable supply chains, mitigate risk and comply with regulatory demands.

More than just a testing laboratory, UL partners with customers throughout the product lifecycle, providing customised quality assurance solutions to identify and correct vulnerabilities, optimise performance as well as protect brands.

Its state of the art toy testing laboratories use recognised methods to test toys for compliance with brand specifications, as well as regulations and standards required by global markets. UL offers a full suite of services including age-grading evaluations, safety assessments, chemical and physical/mechanical testing, customised protocols and technical file management.

Through its Notified Body status in the UK and Italy, UL is able to ascertain that a representative sample of the production covered fulfills the relevant provisions of the EU Toy Safety Directive 2009/48/EC.www.ul.com/toys [email protected]

WHAT ONE PIECE OF ADVICE WOULD YOU GIVE TOY MANUFACTURERS?

Malcolm Horner, Bureau Veritas: “It is crucial to have a good visibility of your supply chain. The better visibility and confidence you’ll have in your supply chain, the easier it would be to put in place a risk-based approach compliance strategy. If you haven’t done so, I would advise to get information on Toyograph, the online tool developed by the BTHA in partnership with Bureau Veritas.”

Keith Richards, UL: “Make sure compliance is an integral part of your whole process from the design concept onwards. It is much easier and cheaper to get things right and make modifications at an early stage then to face a recall.”

Philip Bullock, Intertek: “Check the credentials of the factories that you are dealing with.”




BUREAU VERITAS CONSUMER PRODUCTS SERVICES

Bureau Veritas is a global leader in testing, inspection and certification services. Founded in 1828, the group has more than 65,000 employees in 1,300 offices and laboratories, located in 140 countries.

The firm provides a complete solution to the toy industry from product concept to store shelves – including product safety, safety assessments, regulatory consultancy, product inspections, chemical supply chain solutions, social and factory audits.

It helps clients to improve their supply chain, as well as checking that their toys meet the relevant regulatory standards. Bureau Veritas supports a wide range of clients, from small toy

start-up businesses to large importers, brands and global retailers. With its extensive global network of toy laboratories, the firm has the capabilities to test its clients’ products wherever it needs to.

The firm has been offering reliable service delivery, friendly customer service and recognised technical expertise for over a decade at its fully-operational UKAS accredited lab in Warrington, Cheshire.

In the UK, it offers a wide range of analytical testing, including Chromium VI, and can test for many types of toys including dress-up, trampolines, outdoor play equipment, acoustic toys, electric toys or children’s cycles.

It also works closely with its clients globally to help them assess their products and manufacturing processes for chemical safety and

compliance. Bureau Veritas has partnered with the BTHA to develop Toyograph, an online toolkit which helps companies carry out their chemical safety assessment and assists them in defining a compliance strategy on a risk-based approach.

Toyograph enables companies to use a Bill of Materials (BOM) to determine which materials are at risk of containing restricted chemicals above the limits specified in legislation or at levels that may be a safety concern.01925 854360www.bureauveritas.co.uk/cps


Length of time in the UK toy business?Over 20 enjoyable years.

What was your fi rst role and what were your responsibilities?I started my career as an account manager and this was a great opportunity for me to learn about the industry. This has helped me in my career to date

as I have worked in all key areas of the business, including sales, marketing and strategic operations.

What are you most proud of having achieved in your toy career?One of the achievements of which I am most proud is the opportunity to nurture and develop teams and watch them succeed in our industry. I am also delighted to be working for Re:creation, working with many exciting brands such as Razor and the successful launch of the Crazy Cart this year.

What is your favourite toy launch that you’ve ever been involved with?Crazy Cart from Razor, it is an awesome product and one of the must have toys for this Christmas.

What are some of the main di� erences between the toy industry of today and the toy industry you initially begun your career in? The retail channels have changed and developed and the sales process is more analytical and strategic which has really helped the industry to be more rigorous.

What would be your ideal job if you weren’t working in the toy industry? A lawyer.

Best piece of advice you’ve ever been given? Enthusiasm breeds enthusiasm. I have always tried to exude this throughout my career.

And what advice would you pass on to those just starting their toy industry career? Work hard, listen and learn and with e� ort you will achieve success.

What’s is your best memory/funny story?A few years ago while on a buying trip in France with a key customer, I thought I was being very helpful clearing o� the overnight snow from our hire car. It turned out to be the car of a very grateful hotel guest with a car the same colour.

Complete this sentence – I love working in the toy business because… it is a fast moving, exciting and dynamic industry and I have been fortunate enough to work with some very talented industry professionals.

LAST WORD


MY LIFE IN TOYSAdrian Mayes, General Sales Manager, Re:creationIn our new column, we talk to some of the industry’s longest serving members. Kicking us o� , Adrian Mayes has over 20 years experience in the business and is credited with being instrumental in the set up and development of the Smoby business in the UK. He has also held senior sales positions at Golden Bear, Hy-Pro and Rudolf Stein

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One of the achievements of which I am most proud is the opportunity to nurture and

develop teams and watch them succeed in our industry.

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toynews issue 156 november 2014

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