toyworld

The business magazine w

ith a passion for toysN

ovember 2014 volum

e 4 issue 3

November 2014 volume 4 issue 3

Americas leading RC brand is coming

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Americas leading RC brand is coming

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Americas leading RC brand is coming

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service including our exclusive

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CONTENTSNovember 2014 volume 4 issue 3

The Team...

ContributorsDavid Ripley | Jim Hawker | Simon Valins | Ali Mafi | Mark Buschhaus | Stephen Barnes | The NPD Group

56 World Book Day

31 Fresh

36 Outdoor toys

28 Profi le: Propel RC

AlakatPublished by Symbio Place, Whiteleaf RoadHemel Hempstead, Herts HP3 9PH

toyworldmag Toy World Magazine@toyworldmag@baulchtweet

www.toyworldmag.co.uk

toyworldThe business magazine with a passion for toys

Graeme ThomasProduction Manager

graeme@toyworldmag.co.uk07792 889 919

Kayleigh ConwayAssistant Editor

kayleigh@toyworldmag.co.uk01442 502 407

John BaulchPublisher

john@toyworldmag.co.uk01442 502 40807932 651 207

Mark AustinAdvertisement Manager

mark@toyworldmag.co.uk01442 502 405

Anita BaulchCirculation Manager

anita@toyworldmag.co.uk01923 711 439

News07 From the Publisher

08 News

16 Industry Moves

18 Marketing World

21 Licensing World

25 Infant & Pre-school World

31 Fresh

Opinion24 NPD column

27 Talking Shop

29 Indie Viewpoint

30 Column: Dave Middleton

51 Touching Base

64 Viewpoint

66 In-depth: Girls-focused science ranges

82 Allegedly

Features28 Profi le: Propel RC

36 Outdoor toys

50 Profi le: Golden Bear Twirlywoos

52 Toy Fair round-up

56 World Book Day

63 In-depth: Mattel BOOMco

68 First quarter ranges

TWIRLYWOOS and all related titles, logos and characters aretrademarks of DHX Worldwide Limited. All Rights Reserved.

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rIts been a month to forget for Tesco, which received a very public mauling after admitting it had over-stated its fi rst-half profi ts by 250m. A number of executives were suspended and an independent investigation was announced after the anomaly which was apparently caused by suppliers payments being reported in the wrong

time period came to light. Inevitably the national media went into over-drive, causing Tescos shares to plummet, wiping 2 billion off the companys stock market value. Tesco put the whole fi asco down to what it euphemistically referred to as an accounting error. Whether or not it was a deliberate attempt to massage the numbers and or simply an overly- optimistic estimation of suppliers contributions based on inaccurate turnover fi gures is up for debate. But either way, many observers suggested that a company of Tescos stature should have been more thorough.

To make matters worse, the company couldnt possibly have chosen a worse time to take delivery of a 30 million corporate jet. Even though it was ordered years ago by the previous management, it still didnt stop the press giving Tesco a further kicking and using it as a metaphor for what has gone wrong at the beleaguered retail giant. There has also been plenty of media comment about an article which ran in the Grocer detailing the 52 ingenious ways which retailers extract cash from suppliers. Perhaps the biggest surprise to me is that so many media commentators seemed oblivious to the scale of the practice: had they been reading my various gossip columns over the years, where I have often upbraided retailers for their worst excesses in this area, they might have been more clued-up.

So what now for Tescos reputation, which currently lies in tatters. One thing is for certain, Drastic Dave Lewis and his new team certainly have their work cut out. Inevitably, toy suppliers which have traditionally traded strongly with Tesco are concerned at these recent turns of event. But equally inevitably, other retailers which are looking to grow their toy market share will be viewing these developments as evidence that opportunity awaits.

And there is certainly no shortage of retailers waiting to take advantage: The Entertainer has just opened its 93rd UK store, and it surely cant be long before the chain reaches the magic 100 store fi gure. There is also new-comer The Toy Store to factor into the equation: since we broke the news in March that the Middle-East based retailer would be expanding

its operation to the UK, toy suppliers have been keen to get more information on its launch plans. Last months announcement revealing the location of its initial store the West One Shopping Centre at Bond Street tube station on Oxford Street has defi nitely made a big impression on the toy community. At 27,000 square feet, this fl agship store represents a major statement of intent and it will undoubtedly provide the perfect opportunity to showcase the Toy Stores ethos of creating exciting, impactful retail theatre. Although a fi rm opening date hasnt been revealed, my understanding is that it will be some time next autumn. More information as and when it is available.

The Toy Trust has announced a brand new initiative which theyre hoping will raise funds for the charity in the run-up to Christmas, the Toy Trust Big Toy Sale. During the week of 17th November, companies are being encouraged to host their own pre-Christmas sale of toys to their staff and raise money that will go to help disabled and disadvantaged children. Details of how to get involved can be found on the Toy Trust website, www.btha.co.uk/toy-trust.

Finally, as I highlighted in the Friday Blog recently, I was quite astonished to discover that last months top-selling toy on Amazon is a fake. The item in question is a knock-off Frozen doll set, although of course the majority of consumers will have no idea that it is not genuine merchandise. But surely Amazon realises this? Yet it appears to have done nothing to prevent the sale of an obvious knock-off to a very large numbers of people across the globe (were not talking about market stall or car boot sale numbers here). Can that be right and proper? Or does it highlight yet another weakness in the online giants trading philosophy? Since my original observation appeared online, I have received a number of phone calls from organisations which are keen to do something about it although naturally, Amazon was not one of these organisations. I dont know yet whether this individual example of blatant piracy has been thwarted. But I do know that it is merely the tip of the iceberg, and with the rapid growth of online selling, it is a situation that is only going to escalate. Which is why everyone needs to work together to address the problem: trade associations, suppliers, licensors and of course the online platforms themselves. I just hope that no-one buries their head in the sand and says it isnt their problem. Because it most clearly is everyones problem, and it is best tackled together rather than individually.

John Baulch - @Baulchtweet

newsThe toy trades no.1 resource for news and analysis

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Toy World 08

Tree Toys appoints GP Flair to distribute Wild! ScienceTree Toys will see its science and nature brand Wild! Science being distributed by Flair in the UK from 1st January 2015.

Wild! Science is an established global science brand for boys and girls aged six plus. Key products include the award-winning Perfume Laboratory, Bath Bomb Factory and Magic Nail Lab. Currently distributed by Interplay UK, the entire product portfolio will transfer to Flair from the start of the year, who will look after all aspects of sales, marketing and distribution for both new and existing Wild! Science customers.

Simon Hedge, MD of GP Flair, added: Being granted the UK distribution rights for Wild! Science is of great importance to Flair. This is an enviable brand that has proven year on year sales and it will make a valuable addition to our portfolio. Our aim for coming years will be to build on the legacy of success behind it using all the marketing and sales support that our team can give.

The Toy Store to open in LondonThe middle-eastern toy retailer The Toy Store has signed for a 27,000 sq ft site on Oxford Street. It will be the retailers fi rst store in the UK, which will be located in the West One shopping centre at Bond Street tube station. It is now eyeing further stores in key London locations which it plans to open over the next three years.

Mark Handley, The Toy Store group commercial director, said: This is a day to celebrate The Toy Store being a serious global player in the toy specialist market. Londons Oxford Street is the fi rst landmark of our international expansion and we continue to look for iconic locations in major cities around the world. We believe that The Toy Store brings fun back into the retail market and we are very pleased to have secured Oxford Street to launch the brand in the UK.

The signing ends Toy Stores two-year search for a London fl agship. The retailer trades 11 standalone stores in the UAE, Oman, Qatar and Bahrain and the London fl agship is set to be its fi rst European store.

Nickelodeon to launch fl agship store in Leicester SquareNickelodeon Viacom Consumer Products has announced a new partnership with Entertainment Retail Enterprises to create Nickelodeon stores in a variety of international destinations, beginning with a fl agship specialty retail store in London.

Opening to the public in the second quarter of 2015, the UKs fi rst fl agship Nickelodeon store will be located in one of the worlds premier tourism and retail destinations at No.1 Leicester Square. The new multi-level store will include state-of-the-art multimedia and interactive elements to create a showcase for a broad range of products based on Nickelodeons properties, including SpongeBob SquarePants, Teenage Mutant Ninja Turtles and Dora the Explorer. The store will showcase products from a select group of global licensees to create an optimal customer experience for Nickelodeon fans from around the world.

Ron Johnson, EVP of Nickelodeon Viacom Consumer Products, said: Leicester Square is one of the best-known tourism destinations in one of the greatest cities in the world and is an absolutely ideal location for an iconic brand like Nickelodeon. I am really excited that London is joining our growing roster of international retail destinations, helping to drive growth in the branded retail space for the Nickelodeon brand internationally in partnership with ERE.

The Entertainer to open new store in Sheffi eldThe Entertainer is to open its 93rd UK store in a retail unit at the New Markets building in Sheffi eld. The takeover will cover 6,000 square feet in the old Woolworths building.

Gary Grant, managing director of The Entertainer, said: We have long wanted to open a new store in this vibrant community and provide a toy shop experience that is missing here.

The Entertainer will be opening its doors in November.

Big Hero 6 Toyworld advert.indd 1 21/10/2014 15:18

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Toy World 10

Posh Paws to distribute Famosa plushFamosa has announced a partnership with Posh Paws International, whihc will distribute its plush range.

The deal reaches across the entire Famosa licensed plush portfolio, including My Little Pony, Mr Potato Head, Furby, Transformers and Littlest Petshop. The deal strengthens the long-term Famosa brand strategy of becoming a major player in the plush category and enables growth across the board with Posh Paws handling plush and Famosa focusing on key lines such as Pinypon, Nenuco and Mutant Busters.

Posh Paws has an extensive range of high quality plush toys, gifts, backpacks and accessories that cover all ages from babies to adults. The ranges are mainly themed around licensed characters and the company works closely with major licence holders in the UK and Europe including Disney, Universal and Nickelodeon, servicing high street, internet and major retailers.

Clive Wooster, Famosa MD, said: This partnership with Posh Paws will allow for growth and an increase in brand awareness within our plush division going forward. We are delighted to be working with such an established plush partner and look forward to jointly growing the licensed plush business within the UK.

Barry Groves, MD at Posh Paws, added: It is great to be working with such a strong partner in Famosa their plush brands have a great synergy with our ranges and we are really excited about bringing them to the UK market.

Marbel announces Renart distribution dealMarbel Toys has been appointed as exclusive UK and Eire distributor for the Renart range of creative products. Starting on the 1st January 2015 all sales and marketing for the Renart ranges will be handled by the Cornish-based toy distributor. Initial plans are for the bestselling brands Sprayza and Blendy Pens to be re-launched at the London Toy Fair alongside the new Sprayza line extension Sprayza Fashion.

Phil Nelson, sales and marketing manager at Marbel, added: I am delighted that we are working with Renart moving forward. A standout creative product is something we have been looking for and the Renart brand certainly fi ts that bill, whilst sitting really comfortably alongside our existing product portfolio. We look forward to the London Toy Fair and sharing with retailers our sales and marketing plans for the brands in 2015.

Independent Toy and Gift Show dates announcedThe third Independent Toy and Gift Show will be taking place at the Cranmore Park Exhibition Centre in Shirley, Solihull on the 14th and 15th April 2015. Play-room is inviting independent toy and childrens gift buyers to join them at the annual Independent Toy & Gift Show to view the latest ranges from major childrens toy suppliers all under one roof, as well as the latest childrens gift offerings.

Registration, admission and parking are free for all independent Toy and Childrens Gift Retailers. Complimentary refreshments will be served throughout the day and visitors will enjoy a lunch freshly prepared by the in-house chef and his team.

You can visit www.independenttoyandgift.co.uk to register now.Cranmore Park conference and exhibition centre can be found on Cranmore Avenue, Shirley,

Solihull, West Midlands B90 4LF.For more information, call 01217 134 487 or email toysandgifts@cranmorepark.co.uk.

Slow Toys unveiled award winnersThe winners of the 2014 Slow Toy Awards were revealed at John Lewis Oxford Street last month.

This years final Slow Seven comprise: Doctors Set and Fire Engine Set from Le Toy

Van Plush Wheelybug from Hippychick 24-piece Magnetic Wooden block set from

Tegu Shop Till with Scanner from Bigjigs Multimodels 10 Model set from Meccano Carry Case Finger Puppet Theatre from

Fiesta CraftsTaking the crown for the Slow Craft Toy is the

Cardboard Land of Fantasies from Calafant.The Slow Toy Movement is the creation of Thierry

Bourret, who aims to highlight toys that will stand the test of time and offer true play value. Brand new for 2014, the team introduced the Slow Craft Toy, a new category that recognised craft toys that inspire and allow children to use their own creativity, but may not last a lifetime.

Thierry commented: The success of the Slow Toy Movement has been one of my greatest achievements and each year it continues to amaze me how much support we receive. The Slow Toy Movement and its awards seem to have taken on a life of their own not only has it engaged industry experts, but our campaign has been mentioned in articles not only nationally but internationally too. It was my dream to have this level of appreciation for good quality, well-made toys that encourage traditional play and stimulate a childs imagination and I am just overwhelmed that this is now a reality.

Not only has the 2014 awards uncovered eight wonderful products, we have also managed to team up with one of the countrys best-loved department stores to help spread the word. I can only hope that the Slow Toy Awards has established its place firmly in the industry, so we can continue to bring the worlds best toys to the toy boxes of children in the UK.

Kids@play - Shaun the sheep 240x315_Kids@play - Shaun The Sheep 240mm x 315mm 10/10/2014 11:38 Page 1

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Toy World 12

Toy Trust announces new charity initiativeThe Toy Trust is inviting companies from the toy industry to get involved in the Toy Trust Big Toy Sale. From Monday 17th until Friday 21st November 2014, the Toy Trust is encouraging all companies from the industry to take part in a new Toy Trust event, which aims to raise funds for the industrys charity.

Companies are encouraged to host their own pre-Christmas sale of toys to their staff and raise money for great causes that will help disabled and disadvantaged children.

Companies can choose the day and time that best suits them, but are encouraged to host their sale within the designated event dates. Items that could be included in the sale may be returned, unsold or existing stock.

The Toy Trust has put together all the key information participating companies will need to take part and how to get involved. This step-by-step user guide is available via the Toy Trust website, along with a downloadable poster that can be shared with colleagues digitally and put up around the offi ce.

The Toy Trust would like the industry to share their experiences throughout the week. Individuals and companies can follow @TheToyTrust on Twitter and use the hashtag #toytrustbigtoysale during the event week to share stories, pictures and fundraising efforts.

For further information or if you have any questions on getting involved, please contact Matt Jones at the BTHA by email to Matt@btha.co.uk or call 020 7701 7127.

Alan Caswell to sell Arcade Toy ShopAlan Caswell is looking to sell the Arcade Toy Shop due to a 200,000 revamp of the Fountain Arcade shopping centre. The work will cause too much upheaval to the layout of his shop and he will bow out in the New Year. But Mr Caswell, aged 61, said he hopes a new buyer will come forward to save the business from disappearing for good.

Fountain Arcade is being restored to its former glory and heritage architects want to bring its well-known white entrance off Stone Street back to how it would have looked in its 1920s heyday. But the scheme includes reinstalling a long disused doorway that directly entered the toy shop.

Mr Caswell, who runs the family business with his sister Lynne, said the changes would be too drastic to accommodate. Despite this, he says he understands the work is vital to the regeneration of the town centre. All the people who have come to the shop have been totally loyal to Dudley and loyal to the shop so I can only thank them from the bottom of my heart, Mr Caswell said. We didnt want the door to be brought back. It would be too restrictive for us and take up part of the store layout.

Bandai thanks retiring agentsBandai has held a presentation to thank and bid farewell to four long serving agents, who are to retire at the end of this year.

Mike Daniels and his wife Marlene, Dave Soutar and Rob Todhunter are all retiring in December. Between them they have clocked up 90 years service having joined Bandais team in the 1980s. They have been involved with brands such as Power Rangers, Ben 10 and Tamagotchi.

Amy Allbon, sales manager at Bandai, said: Saying goodbye to these agents all at the same time has been very emotional and we would like to thank Mike, Marlene, Dave and Rob for their tremendous contribution to Bandai over the last 30 years. Offi ce life, Toy Fair and the Toymaster Show will not be the same again but we wish them all a very happy retirement and know that they will remain our friends for many more years to come.

Warwick Davis hosts Lego Star Wars Oscar-style awardsWarwick Davis hosted an exclusive Lego Star Wars awards ceremony for fans dubbed The Golden Brickies. The event which was the fi rst Lego awards ceremony in the UK, launched last month via its Facebook page. In homage to the movie franchise and upcoming Episode VII, Lego invited families to take part in the challenge to discover the next generation of talent including wannabe fi lm makers and photographers.

Using only Lego Star Wars pieces, hundreds of builders from across the UK entered the competition. Finalists were chosen by the judging panel. Winners were treated to an exclusive red carpet event with Warwick Davis at the Legoland Windsor Resort Hotel.

Lego spokesperson Emma Owen commented: The force is defi nitely strong with the UKs Lego Star Wars fans. The reaction to this talent contest has been overwhelming and the fan creations are just astounding. The creativity expressed in the hundreds of entries truly highlights the power of imagination when using Lego bricks.

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VTech award wins help push Christmas salesRecent multiple award wins for VTech and excellent reviews are providing a positive outlook for Christmas sales.

Research conducted by JRA last Christmas found that 56% of electronic toy shoppers now look at external review sites for product details, recommendations and product awards online before making a purchase. VTech has won 12 awards so far this year and the company expects to secure more nominations before the end of 2014. Some of the most recent awards include a gold for new product Little Love Baby Talk, and an overall win for the Kidizoom Camera at the Practical PreSchool Awards.

As the industry reaches the fi nal quarter and the Christmas shopping period gets underway, the awards present a positive forecast for the Christmas period. The Kidizoom Smart Watch has reached number two in the Electronic Entertainment Category (NPD Week 37 date) behind the Kidizoom Twist Plus camera, and most recently was named as one of Toys R Us top toys for Christmas.

Toy Essentials introduces Classic World wooden toy rangeToy Essentials has announced another pre-school collection to its portfolio. Classic World is the umbrella brand of a line of wooden toys. Each product is designed with the input from a team of consultants who specialise in the developmental needs of children. The eco-friendly toys are also modelled from wood sourced only for sustainable forests.

Classic World lines that will be stocked by Toy Essentials range from a wooden kitchen through to a geometric puzzles. In between are building blocks, wooden construction kits and a rocking horse.

Sandra Cambridge, business director at Toy Essentials, said: This is a highly prestigious collection for pre-schoolers. Each of the pieces boasts outstanding design and exudes quality and craftsmanship. We are confi dent that Classic World will be a very real contender in the wooden toy sector.

The range will be in stock in the UK from January 2015.

Toys R Us reveals top 20 Christmas toysToys R Us has announced its must-have toys for Christmas 2014.In alphabetical order, Toys R Us list of top toys is as follows:Bunny Jump University GamesCra-Z-Loom Ultimate Bracelet Maker Character OptionsCrazy Cart Razor (re:creation)Dino Zoomer Robotic T-Rex (Boomer) Spin MasterDisney Infi nity: Marvel Super Heroes DisneyFrozen Snow Glow Elsa Jakks Pacifi cKidizoom Smart Watch VTechLego City Arctic Base Camp LegoLego Friends Heartlake Shopping Mall LegoLittle Live Pets Bird and Cage Character OptionsMinecraft Action Figures Jazwares, available through Character OptionsMiP Robot Wow WeeMy Friend Cayla Vivid ImaginationsMy Magical Mermaid Zuru, available through TobarMy Monopoly HasbroNerf Demolisher HasbroSew Cool Sewing Studio Spin MasterThomas and Friends Avalanche Escape Playset Fisher-PriceToot Toot Animals Zoo VTechTransformers Stomp and Chomp Grimlock Hasbro

Top 10 toys for Christmas revealed by SmythsSmyths Toys Superstores is the latest retailer to reveal its list of must-have toys for Christmas 2014. Little Live

Pets Bird Cage Character Options

Lego City Arctic Base Camp Lego Loom Twister Bands H Grossman Annas Frozen Adventure Sleigh Set Jakks Pacifi c Razor Crazy Cart re:creation Doc McStuffi ns Get Better Talking Doc Mobile Clinic Flair Skylanders Trap Team Starter Pack Activision Chatsters Gabby Spin Master Boomer Spin Master Fisher-Price Little People Skyway Fisher-Price

Rob Guckian from Smyths Toys said: We know what parents and children are looking for this Christmas. Weve chosen a brilliantly diverse range of products from the tech-focused Boomer and Crazy Cart, to more traditional toys like Lego. Loom Bands will also undoubtedly prove popular as children continue to enjoy the simple act of making and sharing something.

Toymaster announces new memberWestgate Department Store in Scunthorpe is the latest retailer to join the buying group. Contact details for Westgate can be found below:Westgate Department Store28-32 SouthgateScunthorpeSouth HumbersideDN15 6SUPhone: 01724 281 888Email: mark.wood@centralengland.coopContact: Mark Wood

subscribe for daily updates at www.toyworldmag.co.uk @toyworldmag subscribe for daily updates at www.toyworldmag.co.uk @toyworldmag newsPosh Paws unveils pocket money rangePosh Paws is combining licensed product with own-brand soft toys in its pocket money ranges. Its licensed offering features a range of Mystery Eggs which include a fi gurine key chain (with six characters to collect), stickers and a removable tattoo. These are available in Disney properties; Star Wars, Cars, Princess, Planes, and Minnie Mouse. Additions arriving for Spring/Summer 2015 include Doc McStuffi ns, Avengers and Sofi a the First.

New for this Autumn is the Minnie Pocket Lock-it playset range. Each pocket lock contains a plastic shop, a micro fi gurine, three accessories to build the shop and a sticker sheet. The blister packs include an assortment of four shops: Minnies Caf, Clarabellas Boutique, Minnies Beauty Salon and Minnies Grocery Store.

Staying on the Minnie Mouse brand but moving on to Plush Pocket Money is Posh Paws My Minnie Collection, which sees six new miniature Minnies in a variety of different outfi ts.

In Posh Paws own-brand plush range is its PP Pals and PP Ponies Collections which come at an affordable price.

For further information contact: 01268 567 317.

J & R Sports launches Zycomotion

scooter brandJ & R Sports, a leading importer and distributor in extreme sports and outdoor toy products, has introduced an exciting and innovative new brand. Zycomotion is dedicated to developing stylish lifestyle products for more sustainable transport solutions. Since the fi rst sketches in 2010, the ideas have evolved and the company now offers a full, aluminium, lightweight design that offers high-quality steering and eye-catching curves.

The C100 Cruz Scooter is a three-wheeled kids cruiser combining safety and style in a variety of colour options.

The Cruz model is aimed at children aged three and above. With its curved handlebar system, which travels all the way beneath the footplate to give more strength, the Cruz has the ability to carry an adult. Young children enjoy its unique pivoting design making it easy for them to steer and lean into corners.

The low profi le design of the Cruz makes it easy for children to reach the ground. The smooth lines, wide nonslip deck and comfortable nonslip grips for smaller hands make for stylish and safe commuting.

The eye-catching number was launched through the companys current dealer network in October and J & R has been extremely encouraged to see customers already re-ordering the scooter.

You can order the Cruz scooter and other models, soon to be available under the Zycom brand, via the B2B website trade.jandrsports.co.uk.

Coolest Scooter Accessory Ever!

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Photography and Editing by Jessica C Photography

Toy World 16

Tony Mace has joined Rainbow Designs as new senior account manager. The licensed character manufacturer and will be responsible for a wide variety of Rainbows national accounts. Tony has more than 18 years sales experience across an extensive list of high street and e-tailer customers in the Toy and Gift sector, his most recent nine years working at Mega Brands.

Halilit has announced the appointment of Camille Ashforth as the companys new sales coordinator.

Charlotte Smith has been appointed as VTechs new key account manager following a two-year stint at Igloo Books. She has been brought in to grow and strengthen sales across a portfolio of key accounts including Mothercare, ELC, Hamleys, Harrods, Disney and Selfridges. Charlotte joins from Igloo Books where she held the role of key account manager, working with a range of global clients including UK brands such as Poundland, Easons & Sons and TK Maxx.

Sega Europe has hired Kay Ferneyhough to join its London-based licensing team as retail licence manager. Kay will be working with Sissel Henno, head of Brand Licensing (Europe) and the rest of the team to help drive brand presence at retail and build upon new and existing relationships. Kay will be managing the day to day licensing programme at retail, working with both licensees and retailers to ensure the best brand executions at store level and find new initiatives to excite Sonic fans.

industry moves

Toy World 17

Golden Bear has appointed Ian Rice as national account manager. Ian joins from Plum Products having been appointed as maternity cover for existing national account manager, Becky Matthews. Bringing with him a vast amount of sales experience, Ian has for the past several years been an active member of the Plum Products sales team having worked his way up from regional sales manager to national account manager.

West Design Products is increasing its marketing department and has welcomed three new members to the team. Talya Edmonson joins as head of marketing and product development from a background in toy and gift development. Julie Woodgate, a former Fleet Street journalist, is co-ordinating press and PR strategy, and Jamie Patrick, a graduate of marketing and a fan of art and design, is the new marketing and graphic design assistant. They join marketing assistant Mihaela Costea, who has been with the company for 18 months.

Jumbo Games has appointed Mike Hartshorn as a new national account manager. Mike will be in charge of planning and prioritising sales activities, creating new and sustainable business relationships and managing the business portfolio for key retail accounts. With 20 years in the toy industry Mike has gained experience with brands including Tomy, Golden Bear Toys and Trunki.

Orchard Toys has announced the appointment of Rachael Sutcliffe as its new design studio manager. Rachael has a strong background in art and design management, and almost 10 years experience working in the toy industry. In her previous role with Learning Resources, Rachael occupied several different design and marketing positions including creative marketing manager.

Sales ExecutiveConstruction Toy company Engino is looking for a sales executive to play a vital role in continuing the growth of the company. Working alongside the sales director, the successful candidate will manage the external sales in the retail and education markets, as well as co-ordinating the internal sales team. The role will also entail developing a strategy for this expanding business area and overseeing the implementation of this strategy from the UK office.In the first instance, please send your cv to c.sisamos@engino.com

marketing worldThe toy trades no.1 resource for marketing news and opinion

WELCOME TO OUR WORLD.

Toy World 18

Nativity 3: Dude Wheres my Donkey?

Paddington

Penguins of Madagascar 3D

In cinemas from November!

THE BIG SCREEN: THINK OUTSIDE THE TOY BOX. 1 in 2parents who visited the

cinema with their child said they bought toys and games

relating to the film*.

*Source CAA FAME 2014

To find out more about the power of cinema advertising contact steve.chambers@dcm.co.uk | www.dcm.co.uk

IMC Toys Lucy the Dog becomes number one-selling plushAccording to Septembers NPD data, IMCs Lucy the Dog is now the number one-selling plush product, boosting IMC into the number 23 ranking in Sept NPD. IMCs team has been working on a comprehensive marketing strategy achieving 1,200 TVRs in 2014, which will run through to the festive season.

It is likely that some retailers will run out of stock prior to the end of November, so IMC is encouraging its retail partners to get orders in early to avoid disappointment.

Terry Crew commented: Alongside Lucy the Dog, IMC also has some other interactive plush lines which fall under the Club Petz brand. Currently within the range is Blu Blu the Dolphin, an adorable affectionate Dolphin who encourages sleep, and Cacamax, the funny novelty puppy who poops out bones. IMC is also investing heavily in TV campaigns on these lines and currently products are performing well above forecast.

On the back of the success of Lucy, IMC has exciting plans to expand its Club Petz offering and its interactive plush range in both licensed and non-licensed properties. Brand new products will be showcased at IMCs Hong Kong and London Toy Fair stands 2015. There are also plans to run a Club Petz TV campaign early next year to kick start the Spring/Summer 2015 season.

Mattel launches Monster High Freaky FusionMattel has launched a collection of Freaky Fusion and Hybrid dolls based on the new Monster High Freaky Fusion DVD.

The DVD tells the story of Frankie Stein and her friends who, while attempting to help Frankie learn more about her family heritage, inadvertently travel back in time. In a freaky twist, some of the favourite Monster High girls get accidentally fused together and a science-experiment-gone-wrong threatens to destroy the school or worse.

The new range from Mattel includes the Monster High Freaky Fusion dolls, Monster High Freaky Fusion Hybrids and the Freaky Fusion Recharge Chamber.

Turner Broadcasting rebrands BoomerangBoomerang is being re-launched as a global all-animation, youth-targeted network, repositioned with a line-up of contemporary cartoons.

Boomerangs on-air schedule will be anchored by such timeless favourites as Tom and Jerry, Looney Tunes, The Powerpuff Girls and Scooby-Doo. Along with a slate of newly-acquired contemporary series produced by studios around the world, Boomerang will also introduce a refreshed on-air environment and for the fi rst time offer exclusive original content on the network across its 13 international feeds.

Beyond its on-air presence in more than 250m homes, Boomerang will be supported with refreshed digital and mobile platforms, including a newly refaced website that features exclusive activities, games and content. Younger fans will be able to enjoy age-appropriate free games showcasing their favourite characters, while older users can learn more about their favourite characters and series.

Toy World 19

Paddington trail to launch in LondonThe Paddington Trail will soon be underway, featuring at locations across London from Heathrow to the O2. The trail will include cultural and landmark hotspots such as The Royal Opera House, Museum of London, Horse Guards Parade, the Museum of Childhood, and Paddington Station, with the trail ending in Selfridges from 4th November until 30th December 2014.

The Paddington design team includes Darcey Bussell, Davina McCall, Ant McPartlin and Declan Donnelly, Jonathan Ross, Bear Grylls, the Chelsea football team, the England rugby union team and Boris Johnson.

The first of the designs were also revealed: Paddington Bear by Michael Bond, Paddington Shakesbear by Michael Sheen, Paddington Sparkles by Frankie Bridge and Paddingtonscape by artist Hannah Warren. The designers are working on some of the 50 Paddington Bear statues which will be placed across the capital ahead of the release of Paddington in UK cinemas on 28th November 2014.

VisitLondon.com has also launched a dedicated section which will enable visitors to find out more about the trail and, later in the month, download the trail map, share their pictures and discover the stories behind each statue and location.

Air Storm Challenge launchesre:creation has launched its online game and competition, the Air Storm Challenge. The contest lets players try their skill at hitting virtual targets for the chance to win prizes such as iPads and Air Storm products.

The game will test players speed, accuracy and technique and challengers will see their scores added to the live leader board so they can monitor their chances of winning, as well as share their score with friends through social media. Each week the highest scoring player will win an iPad Mini, and everyone has a chance to win an Air Storm Z-Curve Bow in the daily prize draw.

Katy Fletcher, re:creations Air Storm brand manager, said: The Air Storm Challenge will give fans another new and exciting way to engage with the brand.

The Air Storm Challenge can be accessed through the Bin Weevils website. It is also available as an app suitable for android or Apple devices. The Challenge will benefit from TV and PR support.

Marvins Magic sends out branded rickshaws for Magical Mystery TourA fleet of branded Marvins Magic rickshaws lined up outside Hamleys, where Marvins Magic demonstrators are performing. The fleet of rickshaws will appear throughout the West End during the run-up to Christmas.

Marvin Berglas, award-winning magician and creator of Marvins Magic, surprised his head office team and treated them to a Magical Mystery Tour in London as a thank you for beating targets for the third successive year and growing the business internationally, particularly in the Middle East, Australia and Scandinavia.

The day was full of magic and the Marvins Magic rickshaws were a favourite with the team who enjoyed travelling in style whilst promoting the brand.

Marvins Magic enjoys pulling off marketing stunts, whether its a branded London Taxi, rickshaw or billboard in Times Square.

DC Thomson joins with St Pancras for The Beano takeoverDC Thomson Consumer Products and St Pancras International have announced that characters from The Beano will take over the London station for 13 weeks to support The Beano 2015 annual.

The cover of the annual shows the star characters Dennis the Menace and Gnasher against a backdrop of St Pancras International. Commuters will also be able to step into the world of The Beano and celebrate the launch of the annual with an extensive marketing campaign that features an exhibition covering the history of the annuals, iconic Beano lettering, character appearances and workshops with artists.

The station concourse will have new graphics with seasonal decorations and, as Christmas approaches, the Christmas tree will feature The Beano.

Tim Collins, head of brands, DC Thomson, said: Were really excited to unveil this exclusive partnership with St Pancras International to support the annual. A popular travel and shopping destination, the station sees thousands of children and families visit the station every day, so its a real privilege to be able to offer a unique Beano experience for young and new fans of all ages at such a key period.

ITS ADVENTURE TIME!

contact licensing.emea@turner.comfor all Adventure Time licensing opportunitiesAdventure Time and all related characters and elements are trademarks of and 2014 Cartoon Network. A Time Warner Company. All Rights Reserved.

One of Cartoon Networks most popular shows, ADVENTURE TIME focuses on 3 main themes: FRIENDSHIP, COMEDY and of course ADVENTURE!

160episodes, 5 seasons taking

content into 2016

BAFTA &EMMY 2013 award winner50+

licenses signed

15M

2Mpage views

35Mweb games played

13.3Mglobal Facebook fans

fan videos downloaded

18lanuages130M

homes reached

ITS ADVENTURE TIME!

contact licensing.emea@turner.comfor all Adventure Time licensing opportunitiesAdventure Time and all related characters and elements are trademarks of and 2014 Cartoon Network. A Time Warner Company. All Rights Reserved.

One of Cartoon Networks most popular shows, ADVENTURE TIME focuses on 3 main themes: FRIENDSHIP, COMEDY and of course ADVENTURE!

160episodes, 5 seasons taking

content into 2016

BAFTA &EMMY 2013 award winner50+

licenses signed

15M

2Mpage views

35Mweb games played

13.3Mglobal Facebook fans

fan videos downloaded

18lanuages130M

homes reached

licensing worldThe toy trades no.1 resource for licensing news and opinion

Licensing World 21

ITV announces fourth season of Matt Hatter ChroniclesCITV has green-lit a further 13 episodes of Platinum Films Matt Hatter Chronicles for 2015. Matt Hatter emerged as one of CITVs fl agship shows since fi rst airing in the UK in 2011. The third series premiered on CITV/ITV on Saturday mornings following a successful repeat airing of Seasons one and two in a new prime-time weekday morning slot. There has been a huge amount of additional on-air support from CITV with over 450 promo spots in June, a Matt Hatter take-over weekend with episodes airing back-to-back in August and a nationwide new season premiere at Vue cinema during the school Summer holidays.

Mind Candy signs World of Warriors licensees Mind Candy has signed Topps, Penguin and the Giochi Preziosi Group as some of its fi rst partners for its new brand, World of Warriors.

The Giochi Preziosi Group (GP) has been enlisted as European toy partner for the brand. GP has a proven track record in launching both boys Action Figures, such as Gormiti and more recently Playmates Teenage Mutant Ninja Turtles, and boys collectables such as Mooses The Trash Pack.

As a foundation licensing partner for World of Warriors, GP will oversee the development and marketing of a broad range of collectables, fi gures, playsets, accessories, role-play toys and vehicles in Europe and CEE.

World of Warriors will also begin in the digital space as an app for iOS and Android launching in six languages in Q4 2014, extending into the physical space in the New Year, starting with trading cards.

Codes inside packets of Topps World of Warriors TCG game unlock exclusive Warriors content, as well as Cryptic Rune Stone messages for players to decode for tips and tricks. Topps is also designing a Warriors prismatic pattern for the Warriors Special Move foil cards and super rare Hero Warrior cards that have boosted stats, with airbrushed art and gold prismatic effects.

There will also be a multi-layered publishing strategy for World of Warriors launching with the Offi cial Guide and Sticker book in June 2015. The range will also include non-fi ction titles and Puffi n will publish a third strand of author-led fi ction written by Curtis Jobling. Joblings middle-grade novels will be action-adventure stories based within the World of Warriors realm, expanding on details in the game as well as introducing unique characters.

Mind Candy signs World of Warriors licensees

Licensing News - Briefl yRovios Angry Birds Transformers has been released on iOS with an exclusive Telepods product line from Hasbro to support it.Bottom of FormLudorum will continue to support its popular pre-school property Chuggington with a new DVD and app this autumn.Character World has signed a European deal with Lego for a new line of bedding and accessories.Jumbo Games will produce games and puzzles for CBeebies show Mr. Blooms Nursery, as well as adult jigsaw puzzles for Game of Thrones.The National Museum of the Royal navy has appointed Hornby to produce scale models of HMS Victory, while Cheatwell Games will introduce a range of games and puzzles.Mister Maker will be touring the UK in a live theatre tour which starts in autumn 2015.The BBC has appointed Golden Bear as the master toy partner for new pre-school property Hey Duggie, while Penguin Books has been confi rmed for publishing.DC Thomson Consumer Products has announced that characters from The Beano will take over St Pancras station for 13 weeks to support The Beano 2015 annual.Golden Bear has signed as the master nursery plush partner for Forever Friends.Zodiak Kids has announced that Channel 5 has acquired all 52 episodes of new childrens show Zack and Quack, which will be debuting on Milkshake this autumn.Ravensburger, MV Sports, International Greetings, Gemma and Rainbow Productions have all signed up to the Teletubbies licensing programme.Sega and Sanrio have partnered to create a brand collaboration between Hello Kitty and Sonic the Hedgehog for the EMEA market.Sambro has signed an exclusive bags and stationery deal with Sony Pictures Television for the ITV2 game show Release the Hounds.Lisle International Licensing has been appointed to represent the design-led property Studio Pets by Myrna in the UK and Eire.Pip Ahoy has secured two major broadcast deals: Cartoon Network UK has acquired the UK and Ireland Pay TV rights for Cartoonito, while RTE has acquired Free TV rights for the Republic of Ireland.Britains is to unveil additions to its construction die-cast model collection under the JCB licence.Outfi t7 has renewed its agreement with plush manufacturer Dragon-i for its Talking Tom and Friends brand.

licensingworld

Licensing World 22

Aardman announce Shaun the Sheep half-hour special and Flockstars figurinesAardman Animations has announced that it has been given the green light to a half-hour special, Shaun the Sheep The Farmers Llamas. The special is the first half-hour film to be produced for the brand and is due to premiere on BBC One at Christmas 2015. Following its premiere in the UK, The Farmers Llamas will air on all Aardmans partner channels reaching a global family audience. The special goes straight into production following the completion of Shaun the Sheep The Movie, which is set for international theatrical release from February 2015.

The new adventure will see the farmer go to market to buy pigs, when Shaun goes along for the ride and gets the farmer to return home with a trio of llamas instead.

A further 307 episodes have been launched in the UK this year and continue to enjoy global success.

Aardman Animations has also announced an exclusive distribution partnership with Click Distribution UK for its brand new range of Shaun the Sheep Flockstars collectable figurines for the UK and Eire.

Available from January, the Flockstars measure approximately 4cm high, featuring Shaun the Sheep and all the stars from the TV show and Movie. The figurines are all articulated, some with an authentic flocked texture, each coming with their own collectors cards and packaged in a head-shaped blind bag. There are 12 figurines to collect plus two specials, available in CDUs packed with 38 pieces.

Nickelodeon - 100% more awesomeAt the recent BLE event, John Baulch spoke to Nickelodeons EVP Ron Johnson about what lies ahead for the company in 2015

How is the UK market looking for Nickelodeon right now?The UK is going to be a critical market for us going forward. Were in a very strong position as a company right now. Our acquisition of Five is a game-changer: it was a huge investment, but it was unquestionably the right thing to do for our brands. It offers us major long-term growth potential: Milkshake and Nickelodeon have a combined share of around 25% of kids viewing figures, which gives us a great platform to build our brands moving forward.

What are the key elements of your licensing portfolio?The Nickelodeon portfolio is a perfect blend of core evergreen brands and brand new properties. Our evergreen brands are loved by consumers and represent no risk at all for retailers and licensees. Even though theyre classic brands with universal recognition, were constantly looking to evolve them to keep them fresh. There is so much excitement surrounding the new SpongeBob SquarePants movie, which is being released in the UK on 6th February. The superhero look, which the characters adopt in the movie, gives us a whole new aspect to focus on in terms of licensing. Well also be unveiling brand new episodes of Dora the Explorer in 2015, which see Dora being aged-up for the first time in her 14 year history. Doras new look is sensational.

Well also be introducing some exciting new properties into the market over the next couple of years. Paw Patrol is the hottest thing in the pre-school category right now: wherever it airs it goes straight to the top of the charts. Also look out for Blaze and the Monster Machines, which well be rolling out internationally in autumn 2016, as well as Shimmer & Shine, another strong girl-focused pre-school property which is slated for international release in autumn 2016.

Have you been pleased with the reaction to the Turtles movie?Weve had a tremendous reaction to the movie, and Im delighted that a sequel has been confirmed for summer 2016. Weve invested heavily in promotional activity to support the film, including loyalty programmes with retailers, co-branding and on-pack offer, which has produced great results. The retail landscape has changes so much in the past decade: these days, retailers want the brand to be developed before you bring it to them. Thats what we aim to do.

How are you looking to develop the company beyond the merchandise?As a consumer product company, weve been looking at how we make ourselves less dependent on TV. We believe that the answer is to focus on brand expansion, both in the recreation area encompassing opportunities such as theme parks and hotels and the retail arena, delivering an experience which will truly excite consumers. Our new London store will be opening in April 2015 and it will be the first of many across the globe. We see this as a flagship store, we want it to make a big statement about our company and our brands. Weve chosen a prime location in Leicester Square and I promise that we will deliver a fantastic experience.

There is a big difference between a licensing company and a consumer products company. Weve been making the transition from one to the other. Ultimately, its all about building long-term brands that will be there for my kids and my grand-kids.

Posh Paws awarded bag licence for Care BearsPosh Paws will deliver a brand new range of Care Bears backpacks and trolley bags to the UK market. The licence comes on the back of the companys successes with its Despicable Me backpack collection and its Disney plush backpack range.

A brand new collection has been developed ready for a Spring/Summer 2015 launch featuring characters including Cheer Bear, Funshine Bear, Tenderheart Bear and Best Friend Bear.

Barry Groves, managing director of Posh Paws, said: We are really excited to partner with American Greetings on Care Bears. We have developed an exciting range of bags that will appeal to young girls and we look forward to launching at retail.

Licensing World 23

Brand Licensing Expo at Olympia: three days of back-to-back meetings, filled with positivity, enthusiasm and no little hyperbole. This years event was the biggest in its 16 year history, with over 230 exhibitors present. The show was buzzing from the off: all the exhibitors I spoke to over the course of the show were happy with both the quantity and quality of attendees, with many specifically mentioning the increase in the number of retail meetings they had conducted. Very few people grumbled about retail performance in 2014 (which is always a good sign) and with 2015 set to be a huge year for licensing, all the ingredients were there for a successful show, which Brand Licensing 2014 undoubtedly delivered.

The screening suite continues to be a popular attraction. Many of the major licensing companies gave daily presentations, although the question remains as to whether this is the most productive use of the visitors time, especially those who only visit the show for a single day. I do wonder whether the day before the show opens could be designated as a screening day, allowing visitors to sit through all the necessary presentations outside of official show opening hours, leaving both licensors and licensees more time for meetings during the show itself.

Below are a selection of highlights from my meetings at the show: Ludorum A brand new series of Chuggington will launch in Spring 15, featuring a new location the docks which will expand the world of Chuggington. The other big news is the introduction of a brand new wooden toy range by Tomy, which will be hitting the market in the second half of 2015. One major buyer who saw the new line in Vegas apparently described it as the best innovation Ive seen in wood in the past 30 years.Nickelodeon The new-look Dora and Friends is impressive, while there is considerable excitement building around the new SpongeBob SquarePants movie, which will be released in February. There are also several new pre-school properties which are looking very strong: Paw Patrol launches in 2015, while Blaze and the Monster Trucks and Shimmer & Shine will both arrive in the UK in 2016.ITV All eyes are on the updated version of Thunderbirds, which launches next year. Can it be a big hit for the fourth time? The modern, visually impressive creative treatment certainly suggests it has every chance.Outfit 7 With a 3D animated TV series in development and a movie announced for 2017, there is plenty still to come from Talking Tom and Friends. Having recently reached the two billion download milestone, the characters are continuing to resonate with consumers around the world.Aardman The new Shaun the Sheep movie will be released on 6th February, with a 30 minute special to follow towards the end of 2015 and a brand new TV series to come in 2016. With sponsorship of the Rugby World Cup and a Shaun in the City trail to support the broadcast content, Aardman is aiming to make 2015 The Year of the Sheep.Carte Blanche Carte Blanche has signed on to produce a range of Pudsey the Dog merchandise, which is targeted at the whole family. The artwork is lovely and captures Pudseys characteristics perfectly, and Pudsey and his companion Ashleigh are committed to supporting Carte Blanche with retail visits and social media activity. Carte

Blanche believe there is a gap in the market for an animal brand that appeals to a broad family demographic, and its certainly one to watch.Sega There should be news on the placement of the new Sonic TV series over the coming weeks, and Tomy will be expanding its Sonic range in 2015, with a focus on introducing new lines in the autumn / winter period. Sonic is definitely a brand which is being built for the long-term.JCB Its the companys 70th anniversary in 2015, and the JCB brand continues to perform well for long-term toy partners such as HTi, Tomy and Golden Bear. Fremantle All eyes are on the remake of Danger Mouse, which will be coming to market in 2016.DreamWorks The 2015 and 2016 release slate looks very strong indeed. Home may well turn out to be one of the funniest movies of 2015, with the casting of Jim Sheldon Parsons as a cute alien (effectively creating a cute alien which sounds just like Sheldon) a masterstroke. Penguins of Madagascar also looks hilarious, while ghost-hunting movie Boo has real toy potential, as does Dino Trux (predicated on the not unreasonable principle that boys love dinosaurs and trucks). Add into the mix two further TV series of Dragons, a 3rd movie in the Kung Fu Panda series, a full re-launch of Noddy (complete with new TV series) and the eagerly-anticipated Trolls movie in 2016 and DreamWorks is set to deliver some powerful licensing successes over the next two years.Sesame Street New series Furchester Hotel has been getting impressive rating on Cbeebies, reinventing the classic Sesame Street character for a new generation. Taking the characters off the street itself and introducing them into a new environment may have been a risk, but it was one that has paid dividends. Platinum A further 13 episodes of Matt Hatter Chronicles have been greenlit by CITV for delivery in 2015, and the series has also being picked up by major broadcasters across the globe. Simba Smobys master toy line has just launched at retail, supported by an extensive TV advertising campaign.Mind Candy The new World of Warriors online game launches in November, with product set to launch next summer. Flair has been announced as the master toy partner. The summary of the brand as the history that your history teacher didnt teach you is certainly an intriguing one.Eone Peppa Pig continues to go from strength to strength and establish itself as a true evergreen property, while Ben and Holly is also showing promising signs.Rovio Rovio Entertainment builds brands to last for 100 years its a bold claim but one backed up by a stellar rise to prominence for Angry Birds, backed by one of the most creative and quirky companies operating in the licensing field. Saban - Popples will be coming back in 2015, supported by a global broadcast deal with Netflix. The arrival of the Power Rangers movie in summer 2016 is also eagerly anticipated by licensees and retailers.4 Kids New Yu-Gi-Oh series Arc 5 offers greater toy potential with more interaction between the duellists and their monsters. An innovative exclusive deal with TRU in

America to re-launch the Dual Disc launcher a product which which was previously a huge seller - could also offer an interesting route into the brand for licensees and retailers.Cartoon Network Mixels the collaboration between Cartoon Network and Lego is said to be growing nicely, with the toy line and supporting TV content already confirmed for 2015 and 2016. The return of the PowerPuff Girls in 2016 is also generating a lot of excitement a global toy partner will shortly be announced, and the suggestion is that a major launch programme for the brand will form the template for future new introductions from Cartoon Network.Start Licensing The Beano and Dennis the Menace have more retail support than ever, and the brand is steadily establishing itself as an evergreen property with genuine toy potential.BBC The BBCs pre-school portfolio is looking very strong at the moment, with CBeebies, Hey Duggie and Something Special all showing positive signs. The new series of Dr Who has also given the flagship brand a timely boost. Redan Perennially popular with readers of Redans consumer title, Sooty is an enduringly loveable character who has perhaps surprised a few people with just how successful he is proving to be at retail. Copyrights Theres not long to wait before the launch of the Paddington Bear movie, which is poised to bring this 70s icon back onto the radar.Fluid World Rumours abound that a major re-launch of Hello Kitty is planned for 2015. Watch this space for further news.Ho Ho Entertainment The charming Cloudbabies property has a brand new master toy partner, IVS Group, which will shortly be unveiling a new range of plush and baby toys targeting the infant & pre-school market.Coolabi Another beloved 70s icon - the Clangers returns, with a strong toy-focused licensing programme already developing.Lisle International A diverse portfolio headed by popular girls collectable range The Zelfs and new pre-school property Pip Ahoy, which is currently proving a successful addition to the Milkshake schedule. Mattel (Hit) Thomas the Tank celebrates his 70th anniversary next year, so expect plenty of activity to support this iconic brand. The new-look Bob the Builder has already gained widespread media coverage, ahead of next years re-launch.

The biggest BLE yetJohn Baulch gives his impressions of this years show

A good year for licensed toy sales is a good year for the toy market

Licensing is always going to be a big part of the toy market, and NPD data consistently shows this to be the case with licensed toys taking up a large part of toys value year after year. As is the nature of the toy market we

tend to have some years where licensed sales are higher than others, and it would appear that 2014 has been a good year for licensed toy sales, not just in the UK but also around Europe. So lets see what makes a good year for licensed toys, and whether there are any specific trends around Europe this year.

It must be admitted upfront that the toy market in general is having a good time in 2014, we have seen good growth across all European markets with the exception of Spain, and thats flat rather than showing a decline. The licensed market in the big five countries in Europe is also looking very healthy; we have seen licensed sales growth in four of these five countries so far in 2014 - UK, France, Spain and Italy. In particular in UK and France we have seen licensed sales growing stronger than the total market with both countries showing a strong +8%, and it is therefore no surprise that those two countries are two of the strongest performers with regards to total market growth. If we look at Europe combined then licensed toys accounted for over 1bn in sales so far in 2014 (YTD August) and have collectively grown at +5% vs the same period last year. This means that licensed toy sales have added over 50m to the toy market in Europe this year, a very impressive figure.

Looking around the categories, the performance of licensed sales is a pretty positive picture. Building Sets and Dolls have seen impressive double digit growth for their licensed performance, but more on that a bit later. One category that is more licensed than any other is Action Figures, and the licensed

sales across Europe for this category are actually down -3% so far in 2014. The category has seen a decline for the last couple of years but it is now slowly coming back and we have seen more positive trends recently, with big movie releases this year including Transformers and Spiderman 2. With Turtles hitting the cinema now, it is quite possible that Action Figures could move back into a positive trend by the end of the year, this is certainly a category which highlights the positive contribution that strong licensed sales can have. In fact, movie toy sales have been pretty strong in general this year with movie-related properties bringing in just under 200m in sales around Europe. Of course there is also a pretty big film scheduled for release at the end of 2015; Star Wars should have a significant impact on Action Figures and Toys in general.

As mentioned earlier, there has been impressive growth from two particular categories in terms of licensed sales in 2014 and one of these, Dolls, has been the main beneficiary of the big movie licence phenomenon of 2014 Disney Frozen. The sales of the Frozen licence have built steadily over 2014 and it actually hasnt followed the usual path of high sales on movie launch which gradually fall until the DVD release. The sales dont seem to be slowing down at all and in fact with a re-release of the movie in the cinemas

NPD Column

Toy World 24

Rory Partissenior account manager - Toys

The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers and drive profi table growth. Sectors covered include automotive, beauty, entertainment, fashion, food/food service, home, offi ce supplies, sports, technology, toys, video games, and wireless.

To monitor whats happening in the ever-changing toy market, NPD collects point-of-sale information from all major toy retailers. This information, combined with our analysts industry perspectives, delivers a comprehensive view of whats selling and where. We also fi eld over 12m consumer surveys annually to help industry leaders understand why consumers shop where they shop and why they buy what they buy.

For more information visit www.npd.com. Follow NPD on Twitter @npdgroup

just before Christmas we could see another spike in sales just at the right time. It certainly seems that licensed toys sales around Europe have been reinvigorated in 2014 with some great movies and the World Cup and it should lead to some very positive results for the all-important year-end NPD data.

1

Licenses Sales Europe 5 YTD August 2013 v 14

The NPD Group, Inc. | Proprietary and Confidential

1.1bn In Europe 5 From January To August 2014

Source: NPD Group | Retail Tracking Service

Licensing

UnlicensedToys

Licensing

The toy trades no.1 resource for news and opinion from the Infant & Pre-school sectorThe toy trades no.1 resource for news and opinion from the Infant & Pre-school sector

infant & pre-school world

Infant & pre-school world 25

Golden Bear appointed global master toy partner for TwirlywoosDHX Brands has signed a toy deal with Golden Bear for Twirlywoos, the new pre-school property from Anne Wood and Ragdoll Productions. The stop-frame series is to air in 2015 and Golden Bear will launch product in Autumn/Winter 2015. The focus will primarily be plush and plastics (play-sets/fi gurines), bath toys and games, and activity products.

Commissioned by CBeebies, Twirlywoos is a pre-school series from Ragdoll Productions combining stop-frame animation and live-action sequences set in the real world. It is devised and executive produced by Anne Wood with lead creative and writer, Steve Roberts and producer, Chris Wood. The series is produced in association with DHX Media, which will also handle global distribution, merchandising, brand management and marketing.

Peter Byrne, EVP DHX Brands, said: Anne Wood and her team at Ragdoll Productions have an exceptional track record in creating standout pre-school content, and Golden Bear has a superb pedigree in the pre-school toy arena, so its a natural fi t. We are expecting a huge amount of interest from licensees as we expand the licensing programme.

Hit Entertainment reveals new look for Bob the BuilderBob the Builders new image has been unveiled. The new CG-animated series will be delivered in late 2015.

For the new series, Bobs world has expanded. All of the shows core characters return for the new series, with new faces including apprentice Leo, Mayor Maria Madison, young sports club members The Spring City Rockets and two new machines, Two Tonne and Tiny.

The voice cast has also been renewed. Bob will now by voiced by fi lm and TV actor Lee Ingleby. Blake Harrison will voice the part of Scoop, while Downton Abbeys Joanne Froggatt is to perform the voice of Wendy. Actor Jacob Scipio voices Bobs new apprentice Leo.

Hit Entertainment will produce two series of 52 x 11 episodes plus 1 x 60 special due for delivery in 2017.

Paw Patrol joins Milkshake! schedulePaw Patrol made its free to air debut on October 11th, joining the Milkshake! line up on Channel 5. The show airs on weekends at 7:45am.

In addition to the free to air debut of the animated show, four new licence partners have been announced. Aykroyd and TDP Licensing, Character World, NJ Screen Prints and Parragon have signed on with product lines set to be available in UK retailers from Spring/Summer 2015. Aykroyd and TDP Licensing will produce kids sleepwear and underwear, NJ Screen Prints will produce kids outerwear, Character World will create bedding and bedroom accessories, while Parragon will be a publishing partner. These licensees join Spin Master Entertainment the toy line is due to launch this December. Additional licence categories are set to be added in the coming weeks.

Marianne James, VP Consumer Products, UK and Ireland, said: Paw Patrol has proven to be a success on screens and on shelves with the show rating strongly and products selling out across many international territories.

Teletubbies secures raft of new licenseesRavensburger, MV Sports, International Greetings, Gemma and Rainbow Productions join Character Options as partners.

Ravensburger will produce themed puzzles, while MV Sports is on board for wheeled and outdoor toys. International Greetings has been signed for the arts and crafts category, Gemma for greeting cards, and Rainbow Productions for costume characters of Tinky Winky, Laa Laa, Dipsy and Po. DHX Brands also recently appointed Character Options as global master toy partner. Product in core categories will roll out at retail from 2016.

The new 60-episode series of Teletubbies has been commissioned by the UKs CBeebies and is being produced by award-winning UK production company Darrall Macqueen. It will feature the same characters with a refreshed, contemporary look.

0844 573 4299 sales@tobar.co.uk www.tobar.co.ukOrder today - contact our sales team

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talking shop

Toy Worlds Daniel Rich speaks to independent retailers about the hot topics of the month. This month, Daniel asks independent retailers about how they differ fromthe majors in the competitive run up to Christmas and their plans for 2015.

Countdown to Christmas

Toy World 27

Faye BobillierToy Shed, AltonToy Shed Alton stocks a range of toys both wooden and mainstream. Stocking all the major brands, our aim is to provide good quality toys at competitive prices to suit all occasions and ages.

Our best-sellers at the moment include Lego, Disney Frozen, Zelfs and Minecraft. We are also selling a lot of Pokmon cards and Shopkins flew off the shelf when we had them in. Having a warm summer this year also encouraged the sale of sports and summer activity toys.

I originally trained to be a teacher, but decided to follow my other passion, retail management. I left the supermarkets behind to raise my family, taking wooden toys I made at home to craft fairs whilst the children were small. I began Toyshed in 2007 when I no longer had time to make my own toys and decided selling other peoples toys would be more lucrative. I now run four branches of Toy Shed with my husband Roy.

Even though I began Toy Shed during a recession, things have been steady, were not quite back to where we were three or four years ago but seeing a gradual increase in sales. Party presents and pocket money toys are our mainstay. We like to keep up-to-date with trends and crazes. I watch a lot of childrens TV and keep an eye on the advertising and pop into the multiples to see what going on. I read toy magazines and go to the

big toy fairs at the start of each year. I have three stepsons with their own families who keep me advised with the latest trends and my teenage son and daughter both help out in the business. I mostly spend my time on the shop floor talking to our customers about what they would like to see in store, especially the kids who know exactly what is cool and what is not. Being completely independent of any buying group I can be reactive to the latest crazes and trends.

Alton is a small market town in Hampshire. It has a supportive local community who like to shop local and support the independents. We have tourists in the summer months visiting Watercress Railway, so I sell a lot of Take and Play Thomas trains. The town council also organise craft and food markets monthly which increases footfall. In turn we like to support our local schools and playgroups with our loyalty point scheme.

I designed the shop to be bright and inviting. The yellow frontage ensures new customers can spot us from a distance. White bookcase

shelving gives a clean, wide spacious look but still keeps the shop intimate and friendly. Im often asked if we are part of a chain or a franchise we are not but it does endorse the professional corporate look I was going for. Great customer service is our best strength, we spend time with customers of all ages, choosing the best toy to suit their needs, event or budget. This gives us independents the edge. I want each and every person who comes through our door to go out saying were a friendly shop and their visit was Fun.

Toy World 28

The biggest challenges my business faces are the supermarkets and customer perception that prices will be cheaper on the internet. My prices are competitive and I spend a lot of time ensuring our prices are the same as the major players. There is no point spending money and energy getting people into our stores, only for them to go and buy elsewhere due to the price. I will happily match Amazon or other stores where I can. I generally sit tight during the drop down supermarket sales. We will need to ensure Toy Shed gets its share of the growing internet and mobile app sales channels. We are building our website to an integrated Epos system whereby we can grow our current customer base and offer click and collect to our local customers. This is my focus going into 2015.

Were ready for Christmas trading and

have stocked up with family games and craft sets to keep everyone busy over the holidays with just one or two smaller orders still to do. I would like more Vtech toys and top up with Hama, Papo and Schleich. Not only do I love Toys but I have always loved Christmas too, so am very much looking forward to the festive season. I believe we will sell out of anything Frozen or Minecraft, we always do well with the Lego fire and police stations. This year I have invested more in lower price point toys and stocking fillers, leaving the big multiples to the electronic gadgets.

Looking forward into Q1 Lego new releases for the New Year have me excited with some new themes on the horizon and we should do well with another series of Shopkins. Then roll on Toyfair when I can start catalogue browsing all over again.

Jack StrachanWilliam Strachan, InverurieWilliam Strachan is a department store based in the Aberdeenshire town of Inverurie. The business can be traced back to the late 19th century when my great great grandfather drove his horse and cart around the area selling rabbits. A small grocery store was then opened and in 1938 my great Grandfather, William Strachan, opened a new premises. This marked a move away from groceries as he saw the potential in the rapidly expanding newspaper market. This was the beginning of an expansion of the shop as Roy Strachan took over the business.

Books, stationery, greeting cards and confectionery were part of the product mix but the addition of a toy department became popular. The move into toys was triggered by a conversation with a friend of Roys who had recently visited Denmark: You must stock this toy in your shop, he advised and that toy was Lego.

We had a refurbishment in 2013, adding a luxury gift department, deli, ice cream and food counter. We announced an increase on 2012s turnover in 2013 and were optimistic of the same result at the end of 2014. Our gift department has been successful over the last 18 months. We aimed to replicate this success in the toy department by introducing various ranges of high end gifts and were successful with both overall

sales and profit margins increasing.

Lego is selling well at the moment. The movie has been a driving force for sales this year. We launched a collaboration with Cineworld, who offered us space in their cinema for a pop up shop to tie in with the release of The Lego Movie. Frozen has had a big impact on events we have run; weve held three Frozen inspired fun days. The popularity of the movie has meant any Frozen merchandise we get is sold quickly. As we are situated in an agricultural area farm toys have been popular too.

Were situated in a busy town. There isnt an empty retail unit on our High Street. Inverurie has a strong local business community and is dominated by independent retailers.

In 2013 we undertook a social media campaign for the first time. We focused on engaging with existing customers as well as reaching out to new customers.

Toy buying excites me. Ive enjoyed seeing

throwback toys from my childhood including Teenage Mutant Ninja Turtles and Power Rangers in addition to the new Lego ranges. Im excited about the new Jurassic World Lego range out next year. Im also looking forward to the release of Disneys Big Hero 6 and hoping it will achieve the same following as Frozen.

Toymaster catalogue helps keep us on top of trends. I also have two little cousins who watch all the childrens TV shows, so they keep me up-to-date on new toys. We stay away from big licenced toys and stock more gifts to allow for better profit margins and keep us different from

Hi all. As we write this with the rain lashing down outside, Autumn has finally arrived. However, the sunny September certainly did not harm sales, with key categories like fashion dolls flying out (no prizes for guessing the reason). Adding to this, Zomlings, Shopkins and Minecraft are also hot; it is nice to be talking about

so many great sellers this year. It seems that Character Options really has found the Holy Grail this year, with anything they touch turning into a top seller. With the new Beados range, along with Live Pets, and Chill Factor, there is a lot to keep on top of.

Now with peak season upon us, we are both eating our Weetabix every morning to give us energy for all the deliveries that have been arriving. We would like to apologise for the delays on the M25 recently, due to the amount of juggernauts delivering to our stores. Also, a long shot we know, but if anyone has a spare 30,000 square foot warehouse, as I am sure we could fill it. With the next 10 weeks critical to us, all our planning seems to be coming on, with the Toymaster catalogue promoting some great lines and really helping drive footfall into our stores. It seems as though customers are shopping for Christmas earlier this year, as we are noticing an uplift in our average transaction value already. Also, with no major console launch this year, we are hopeful that these large spends will transfer onto toys.

Over the past few weeks we have been previewing a lot of the ranges for Spring 2015, and there are some good lines to look forward to. Legos ranges look very good for Spring next year, with the new Elves range and Speed Champions being our favourites (along with the Frozen castle, of course). Speaking of Frozen, the new craft lines from Flair fit the licence very well, and Mattels ranges look even stronger next year. It was also a very close contest with the food, as the lunches at both companies were excellent - if they would like to invite us back just so we can make a final decision on which lunch is better All joking aside, we are always made very welcome at all the companies we visit, and it is well worth taking the time out to see products.

Although outdoor products are not the major focus for us this time of year, we always keep a core range out all year round. A basic range of scooters and ride-ons, along with skateboards, tents and a few other essentials are key sellers for us. We are starting to look at our ranges for Spring/Summer next year. We carry a core range of racket sports and other garden games, including Swingball from Mookie. We always look to see if there are any new innovations in the sector, but the majority of the range will be the same as this year.

Another opportunity for the early part of next year is World Book Day. It always comes up on us fast. It is the first Thursday in March, and there is a two-week selling window in the run-up. Keeping the correct sizes is key, as it tends to be the younger school children that have to dress up. We keep a tight range of story characters, looking to maximise the sales even more so this year.

As we wrap this up we have just chosen our Halloween costumes, with Stephen in a pumpkin, and Mark as Frankenstein, they are both definitely improvements.

Heres to a good November. Happy selling.

indie viewpoint

Christmas is coming early

If you would like to get involved with next months Talking Shop,

please get in touch with Daniel: 01442 502 407,

daniel@toyworldmag.co.uk

Mark Buschhaus and Stephen BarnesToy Barnhaus

Toy World 29

the big chains. We merchandise our stock in age categories and themes. These

include; construction, farming, plush toys, super heroes, pre-school, arts and crafts and games. We take inspiration from Disney, a toy store should be exciting and fun, and make you feel like youre in a different world. Independent toy stores need to differ themselves from the supermarket and by doing so need to include various factors such as interactive displays, lighting, bright colours and fitting music.

Our vision for the future is threefold continue the refurbishment of what will become our flagship store, increase our presence in the North East and develop our own product lines

The continuation of the refurbishment of our flagship store will consist of extending the back of the premises into land behind the current premises which has been purchased by the business.

Weve made all of our Christmas orders and made sure were organised this year. Last year we under ordered and were still taking deliveries late on which negatively impacted our customer service. Over Christmas we do parties and playgroups with set prices. Stock that sels well include Orchard and pocket money toys with price points under 10.

Were running Strachans Santa Service and Strachans Christmas Club to promote the store. Strachans Santa Service is targeted at hotels and businesses throughout Aberdeen and Aberdeenshire. We offer a personal shopping, wrapping and delivery service for Christmas parties.

Strachans Christmas Club is a service where customers can reserve toys, paying a 10% deposit. The remainder has to be paid by 24th December. We also offer the delivery of the goods.

Summer stock has slowed down over the years predominantly due to online retailers being so competitive in the higher priced outdoor toys. So we tend to stay away from that and stock outdoor toys with prices below 20. We will continue this trend into 2015.

A toy trade legendDave Middleton pays tribute to his toy trade mentor, Alan Caswell, who is currently contemplating the

sale of his Arcade Toy Shop in Dudley

Opinion

Toy World 30

Back in 2008 when I actually used to have days off, myself and a former friend would go on adventures to find other toy stores. We would call them random

Wednesdays; we would google toy stores within a 50 mile radius and go and check them out. Most of the time we were disappointed in what we found, so we would move from town to town trying to find a toy store which would surprise or excite us.

One Wednesday we found ourselves in Dudley with one aim: we had chosen our random Wednesday mission and it was to find the Arcade Toy Store. We knew nothing of the Arcade Toy Store, in fact wed never heard of the place before googling it. Little did I know that this random Wednesday would change everything for me and lead me to embark on a far bigger mission of my own?

Dudley town centre is a bit like Blackpool without the Tower or Beach, just indoor markets playing Irish versions of 1980s pop songs and burger stands. We stumbled across the Fountain Arcade and a board saying Arcade Toy Shop this way.

Walking through the Arcade towards our destination was like a trip back in time: it reminded me of going shopping with my mum in the 1980s before I started going to school. At the bottom of the Arcade on the right hand side, we spotted our destination. I couldnt believe my eyes; there was a Lego light box outside, but not the Lego logo of 2008, this was a proper retro version. How cool. There was also a big Playmobil display cabinet outside: I was intrigued.

When I look in a toy store, I look for a few key elements: what has this shop got that I havent seen before? What are they selling on offer or have at a better price than us? And, ultimately, what are they doing thats different. It was really hard to find a shop that would surprise me on any of these levels, but when I entered this place it was another story entirely. Lines I had never seen before; prices that were lower than Id ever