ToyNews Issue 151 June 2014

www.toynews-online.biz No. 151 June 2014

Retail Licensing Pre-School Marketing

20 ToyShopUKHow important is it to indies and their customers to have toys made in Britain?

30 Thriving boardIt’s almost 80, but Monopoly still dominates the board game sector. We fi nd out more

48 Mystery ShopperWere the toy retailers of Northamptonshire on their best behaviour when we visited?

59 Art attackThe creative play sector is a solid year-round performer. We look at some of the new lines

KEEPCALM

AND

BUY BRITISH

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www.toynews-online.biz June 05

CONTENTS COMMENTRegulars06 News10 Campaign of the Month10 Playtime13 NPD Analysis16 Industry Movers18 Industry Opinion20 Toy Shop UK34 Good Toy Guide66 Jon Salisbury

Features08 News Analysis: Toy lending libraries23 Back to School Special29 Inventors: Patrick Rylands30 Anatomy of a Blockbuster Toy: Monopoly33 Supplier Focus: Learning Resources

Licensing.biz37 News

Pre-school(sponsored by VTech Baby)41 News42 A Parent Blogger’s View

Retail45 News46 Retail Forum: Half-time catch up48 Mystery Shopper: Northamptonshire50 Indie Profi le53 Sector Guide: Science & Education59 Sector Guide: Arts & Crafts

Main events

Having a guest editor was a fi rst for ToyNews, and this month we have another one – our move into events.

FIRSTLY, YOU may have noticed that I’m not Stuart Grant. His takeover of last month’s issue was a fantastic success and garnered some great reaction from the industry.

I’d like to thank Stuart once again for his time and all the enthusiasm that he put into the role – I think he is one of very few people who could get that kind of honesty from some of the execs he chose to face his questions.

Having a guest editor was a fi rst for ToyNews, and this month we have another one – our move into events.

Readers of our daily news digest and ToyNews Online will have seen us reveal the Women of the Year Lunch and the Toy & Game Inventors Workshop, both taking place later this year.

The fi rst is a natural extension of our Top 100 Women in Toys we ran back in March, in association with the UK chapter of the Women in Toys organisation. Taking place at BAFTA on July 24th, as well as being a networking event, we will also be honouring one particular individual, celebrating her achievements in the UK toy industry.

Meanwhile, the Toy & Games Inventors Workshop in September will look to further build on the content we have been running in print and online with inventors over the past few months. Through the various Diary of an Inventor pieces and analysis of diff erent forms of funding, we recognised that we were in an ideal position to help budding toy and game inventors actually make an impact in the industry they want to work in.

If you would like to know more about either event, please do get in touch.

The launch of these events means that ToyNews is now a true multi-faceted media brand, and that is something I am really excited and proud about. Our job as trade press is to be at the very heart of the industry, relevant to all – be they just starting out in the business or an exec with many years of experience under their belt. And that means adapting to what your audience wants. Although if that’s more Stuart Grant in the editor’s chair, we might have to look at a permanent job swap...

[email protected]

Issue: 151June 2014

MEET THE TEAMSamantha [email protected]

Billy LangsworthyDeputy [email protected]

Robert HutchinsStaff [email protected]

Jodie HoldwaySales [email protected]

Florence BeaumontProduction Executivefl [email protected]

Tom [email protected]

Lisa [email protected]

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NEWS

06 June www.toynews-online.biz

Collins to publish The Little Book of BananagramsTitle will give readers tips and tricks to master the game

By Billy Langsworthy

BANANAGRAMS FANS can look forward to reading about tips and hints for the game in the upcoming The Collins Little Book of Bananagrams.

Written by the brand’s creative consultant Deej Johnson and word-game champion, Mark Nyman, the Little Book is packed with ‘curious words and fascinating facts’.

“The actual blood, sweat and tears of the whole Bananagrams bunch have gone into this unique little book,” said Bananagrams’ creator Rena Nathanson (pictured below). “The book will be a fantastic standalone product for retailers to stock as it will appeal to Bananagrams fans old and new, as well as to lovers of all word games.

“It’s the ideal year-round companion for players whilst also being perfectly positioned as an entertaining stocking-filler. Retailers and consumers alike can be sure they’re receiving a quality product from a well-respected publisher, and the original content is clever, engaging, witty and completely refreshing.

“Die-hard fans of the game will enjoy discovering

the new styles of gameplay, while newer players will pick up brand new tips and tricks to help them hone their skills.”

Readers can discover 135 proper nouns which they can use in the game, special abbreviations, a list of UK and US spellings, weird words and a tip that buys time whenever you call ‘peel’.

Author Deej Johnson added: “Bananagrams is the fastest, most frantic word game; I love it.

“And while I always play by the book, I also love

using sneaky tips to get an advantage... The Little Book of Bananagrams gives you an insider’s know-how and a definite edge. It might not help you win friends - but it does help you win Bananagrams.”

Gerry Breslin, publishing manager for Collins said: “We are excited to be joining the Bananagrams family. It is the perfect topic for a Collins Little Book – both are fun, compact and you can use them when you are outand about.”

The Collins Little Book of Bananagrams will be priced at £6.99 and will be available globally fromthe autumn.Collins: 020 8307 4773

By Samantha Loveday

MATTEL HAS unveiled the latest Barbie animated feature film, Barbie and the Secret Door.

It follows on from the success of Barbie the Pearl Princess, with toys flying off the shelves across the UK and achieving 14 per cent growth for the entertainment franchise.

The new release tells the story of the shy Princess Alexa who discovers a magical land full of mermaids, fairies and unicorns. It is supported by an extensive marketing programme – including the continuation of the successful Vue cinema partnership – a TV campaign backing the launch of the DVD and the toy line, PR and partnerships with Universal.

There will also be digital content including a dedicated Barbie and the Secret Door microsite – Barbie.com/secretdooruk – from August 1st, as well as extensive retail promotions.

“The activity around Barbie and the Secret Door is part of an extensive programme to support the brand and entertainment franchise in 2014,” commented Denise Fillary, Mattel UK’s girls senior brand manager.

“Through captivating content and real life experiences, we are creating deeper engagement for girls and mums with the brand; building emotional connections and letting them know that with Barbie, ‘Anything is Possible’.”Mattel: 01628 500000

Mattel reveals Barbie and the Secret Door

Firm discovered Andy Hopwood’s prototype at last year’s event and is keen to get consumers playing

Coiledspring to launch Dodekka at UK Games Expo


GAME DESIGNER Andy Hopwood is to see his latest prototype become a reality when Coiledspring launches Dodekka at the UK Games Expo this month.

Coiledspring came across the game at last year’s convention.

“I’ve self-published a number of games previously so it was brilliant for one of my games to be picked up by a games publisher,”

said Hopwood. “I am really excited to be part of this process as it opens a new chapter for me.

“I’m immensely pleased with the final product, which has excellent artwork and that professional polish that’s really hard for an independent publisher to achieve.

“I know that with their network of both large multiple retailers and independent retailers, Coiledspring Games will be

able to get Dodekka intothe hands of far more people than I could alone – and that is one of the reasons I invent great games, to get families playing them and having fun,” Hopwood continued.

The game sees players take the card nearest the deck or turn a card over and add it to the total.

The aim of the game is to collect the highest scoring hand of one element, with all other elements weakening the hand.

Roger Martin, MD of Coiledspring Games, said: “As soon as we played Dodekka we knew that it met our criteria: games with substance that are great fun to play, in this case there are elements of maths, probability, strategy and a little bit of luck.

“We’ve already got pre-orders for it. Andy has a superb track record as a games inventor and we’re looking forward to a long relationship with him.”

See it at NEC Hilton Metropole until June 1st.Coiledspring Games:020 3301 1160

NEWS

Loom band craze sweeps retailNew products on way from Character Options and Grossmans as ‘Year of the Loom’ continues

By Robert Hutchins

THIS YEAR will go downin history as that of the Loom Band craze, according to retailers up and down the country.

The playground trend began in the US last year, with retailers in the UK and Ireland now reporting phenomenal response to the Loom products.

And suppliers are expecting the craze to carry on through the rest of the year, with new launches from Character Options and Grossmans on the horizon.

“We are right in the middle of the Loom craze now,” said Stuart Grant, buying director at The Entertainer. “When I look back at this year in ten years, this year will be remembered for the Loom Band craze.

“It’s taken us by surprise in a really good way.”

The first Loom product was launched in the UK in November last year, enjoying success across the country.

Paula Leslie, manager of Toy-Bos-Teganau in Porthmadog, North Wales, said: “When they were first talked about we didn’t really know what to make of them. A lot of kids in Wales have had them for a

couple of months and it has just hit us now, but these Loom bands are massive.”

Character Options will be further extending its offering with new refill packs including block colours and the new Super Cra-Z-Loom this autumn, with the Cra-Z-Knit Loom and Fashion Maker kits also to follow.

“The Cra-Z-Loom Bracelet Maker has surpassed our already high expectations

since launch, so much so that we have to work hard to ensure stock is up to date with retailers,” Jerry Healy, Character Options’ marketing director, told ToyNews. “With all that we have coming through and the marketing we are placing behind the brand, we expect the sales success to continue to thrive throughout the rest of the year.”

Martin Grossman, MD at H. Grossman, launched his own Loom Twister earlier this year.

“The Loom Twister has had an amazing impact on people. Loads of bands are being made for charity,

which is a great credit to our younger generation,” he commented.

“There are loads of new Loom Twister products coming in to the market each month – you cannot rest on your laurels inthis game.”Character Options:0161 633 9800Grossmans:0141 613 2525

NEWS ANALYSIS

Loan rangersThere are some 1,000 toy libraries across the UK, and since the demise of the National Association for Toy Libraries and Leisure, it’s all on the volunteers to keep them running. Robert Hutchins explores their importance and talks to the people behind them

AT THE heart of the Charlton community, there’s a close-knit club with doors open to everybody.

It boasts a library that has no ‘keep quiet’ rules or stuffy librarians, but instead encourages laughter, activity and play.

To its patrons it is known as the Charlton Toy Library, and it is one of some 1,000 toy lending groups in action across the UK.

While we live in the age of crowdsourcing, Kickstarting and LEGO lending systems like Pley, toys and community driven schemes are far from recent bedfellows.

The UK’s first toy library was opened by Jill Norris in 1967 in order to give parents access to specialist toys and equipment at low cost.

Six years later, the initiative was widespread across the country.

While the likes of Kickstarter and Pley have enjoyed millions of investment in recent years, the UK’s toy libraries have only been met with Government funding cuts and the disintegration of its organising body, the National Association for Toy Libraries and Leisure.

Today, they are widely run by volunteers and part-time workers from their local communities, who juggle day to day drop-in play sessions with balancing the books and organising fund raisers.

It all seems to beg the question, have UK toy libraries seen their heyday?

“Absolutely not,” Pauline Henniker, the former CEO of the National Association for Toy Libraries and Leisure, tells ToyNews.

“I don’t think toy libraries will ever die out. They work because volunteers see the strength of them and work hard to keep them running. As long as communities need them, local people will want to run them.”

So what do these libraries offer communities?

“Toy libraries are about people and people’s

involvement in the local community,” continues Henniker. “They are all about offering a level playing field; everybody can join thanks to low membership fees and everybody can borrow the latest fashionable toy, you don’t have to have money.

“They are more important now than ever for people with low or no income, and it’s not just the borrowing.”

For Janine Khoshnevisan, treasurer of The Charlton Toy Library, it is the social

impact of the toy library movement that offers her the greatest reward.

“At Charlton Toy Library we don’t just offer toys and safety equipment. We also run free music groups, we have language specialists come in and we also support women and children in women’s refuges.

“We are here to help families that need it, and break that cycle of deprivation to bring normality back to their lives.”

For as little as 20p for a monthly toy hire, or a flat

yearly fee of around £15, toy library members across the UK have access to a wealth of toys, knowledge, support and resources.

But while funding and day-to-day costs present a formidable foe for toy libraries, perhaps the movement’s biggest adversary is the stigma brought on by their reliance on public donations.

Matt Watson Power, a father of four and an active blogger, has

been a champion of his local Harrogate and Knaresborough Toy Library for ten years. He has now taken it upon himself to help dissipate the slur attached to the term ‘toy library member’.

“There’s a perception that toy libraries only offer the dregs of what charity shops leave, but that’s not at all the case,” he tells ToyNews. “There’s a lot of thought and care that goes into the toys, and a lot of higher end, higher priced products.

“Toy libraries are looked at like they are just for disadvantaged families, but they’re not. It would be good if that perception could change.”

Alan Dunham, general manager of Buckinghamshire Play Association and Boomerang Toy Library, suggests that one way of altering that perception is through raising public awareness of toy libraries.

This is something he does actively through fundraising events and work with local retailers.

“We are very proactive in raising awareness and money for our toy library,” he explains.

“We have held sponsored walks, half marathons and balloon races.

“We have also tapped into John Lewis before and have received donations from Tesco and Sainsbury’s.”

But the greatest achievement would be to form a partnership with the toy industry itself.

He adds: “For the amount of toys that we buy, if there was a toy company that was willing to give us trade prices or donations of end of line stuff, we would bite their hands off.”


As long as communities need them, local people will want to

run them.Pauline Henniker, former CEO of NATLL

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CAMPAIGN OF THE MONTH / PLAYTIME


LEGO City Arctic

Playtime

This summer sees LEGO tackling polar exploration with its new City Arctic range of products, competitions and a partnership with a real life Arctic explorer

CONTACT 01753 495 000

JUNE 2014 has seen the launch of the latest City offering with the LEGO City Arctic range, complete with a new snow-based community of scientists, researchers, explorers, a polar bear and a husky team.

The new range encourages children to explore natural environments, as well as promoting personal growth

and development. The Arctic sub-theme will take City to the polar regions to explore national wildlife, research the landscape and hunt for crystals.

LEGO City Arctic will be supported by an integrated consumer marketing programme, designed to capture and inspire the imagination of boys aged seven and upwards.

GLOBE TROTTINGLEGO City Arctic has partnered with the National Geographic kids’ magazine to launch its Young Explorer initiative. The campaign challenges kids to design and create the perfect piece of Polar Exploration equipment, while engaging with the new range.

Through the partnership, LEGO also identified an accessible and appealing real life explorer to help bring the campaign to life and highlight the brand ethos of everyday heroes.

BEAT THE COMPETITIONThe key facet of the Young Explorer Campaign was its 360 degree marketing campaign, with a competition hub going live on LEGO.com and NGKids.co.uk.

As brand ambassador, Saunders will select a winner and runners up for the Young Explorer Competition. He also recorded a number of videos where he provided useful tips to children on how to become an explorer, hosted on the competition hub.

TV EXPEDITIONSTo support the Young Explorer’s Campaign, LEGO aired a 30-second ad on Cartoon Network, Cartoon Network Two and Boomerang channels, encouraging kids to get online to find out more about the campaign and LEGO City Arctic products.

LE-GO EXPLORINGIn May, the LEGO Group announced its partnership with polar explorer Ben Saunders, as he returned from his personal expedition to the South Pole on a route made famous by the explorer Captain Scott.

As the new brand ambassador, Saunders helped bring the latest City sub-theme to life through a 360 degree campaign involving LEGO, National Geographic Kids, Cartoon Network and Boomerang.

Late May saw the launch of the Young Explorer’s Campaign at the National Geographic flagship store in London, where Suanders led a Let’s Build session with journalists and kids.

How does the Irish kids’ commercial TV market compare to the UK?

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

Source: BARB 2014

Nielsen currently records a universe size of approx. 744,000 kids in Ireland vs BARB with a UK recording of 8,656,000. The Irish kids universe spans four to 14 year olds vs four to 15 year olds in the UK. This will naturally skew the Irish kids viewing to a younger audience.

In Ireland the age category with the highest concentration of kids falls within the four year old category (11 per cent vs nine per cent in the UK). For this reason we have seen channels like Nick Toons (an older targeted channel in the UK) delivering a conversion rate across March 2014 from kids to kids four to six of 1.73 compared to the UK’s 1.38.

If targeting the younger audiences in Ireland, Nick Toons would therefore be a key channel to include within your channel mix.

In the UK TV market, there are 19 commercial kids’ channels available. In Ireland there are five. For this reason we can see a significant difference in terms of each channels unique kids’ cover.

Nickelodeon UK delivers approx. 0.7 per cent unique kids cover (meaning 0.7 per cent of kids will only watch Nickelodeon and no other channel within the kids commercial set). In Ireland the unique kids cover for Nickelodeon increases to 5.6 per cent.

If we analyse RTE2, its unique cover against kids is 17.1 per cent. The only kids’ commercial channel that delivers close to this figure in the UK is CITV with 5.8 per cent kids unique cover. It would be interesting to see if another UK kids’ commercial channel will opt out their Irish feed to gain a slice of the pie.

Aged 49%

Aged 59%

Aged 69%

Aged 79%

Aged 88%

Aged 87%

Aged 98%

Aged 411%

Aged 59%

Aged 611%

Aged 710%

Aged 911%

Aged 109%

Aged 118%

Aged 1210%

Aged 138%

Aged 14 6%

Aged 107%

Aged 119%

Aged 128%

Aged 138%

Aged 148%

Aged 158%

UK kids’ TV universe split by age

Republic of Ireland kids’ TV universe split by age

Universe Size: 8,656,000Source: BARB

Universe Size: 744,000Source: Nielsen

BAFTA, 195 PICCADILLY, LONDON | THURSDAY 24TH JULY 11AM-2PM

Following the success of the Women in Toys Top 100 feature, ToyNews will be hosting the

Women of the Year lunchA fun and informal networking event for anyone

within the UK toy business

OFFICIAL PARTNER

The Women of the Year Lunch is open to all – male and female.Tickets are just £35 to attend including free drinks and buffet lunch.

AN ANALYSIS OF THE WOMEN IN TOYS TOP 100 SHOWS:

21% are MD/Founder/CEO level55% are Directors

48% work in Marketing & PR11% are Sales Professionals

10% are responsible for Licensing5% are Senior Buyers for leading High Street multiples

A LIMITED NUMBER OF SPONSORSHIP OPPORTUNITIES ARE AVAILABLE. CONTACT [email protected] CALL 01992 535 647 TO FIND OUT MORE.

NPD RESEARCH


Retail scores earlywith World Cup stickers

Retail Sales Trends

WITH BOTH Easter and the main school holidays falling in April this year, the last month was a strong one for the toy market with both value and volume growth, up 14 per cent in value and 16 per cent in units.

However, the average price paid saw a sharp drop down to £6.55 compared to £7.58 in March 2014 as low priced items made a strong resurgence. Leading the pocket money revival was the 2014 FIFA World Cup Brazil Official Album Stickers, which at just 50 pence were the number one toy for the month in both value and volume – at least six weeks ahead of the tournament official start.

The World Cup Trading Cards are also showing strong sales. Other low priced items performing strongly in April were LEGO Mixels and Zomlings, proving that foil bags continue to sell high volumes.

April also saw the weather start to improve and a corresponding pick up in outdoor and sports toys, with the supercategory up 21 per cent in value.

Properties driving that growth are Little Tikes, Smart Trikes and Swingball which all saw double digit growth in April.

Another category showing strong growth is arts and crafts, where the Cra-Z-Loom is driving high sales in the craft kit area.

“Large sporting events like the World Cup every four years and the Olympics usually have an impact on the toy market, particularly the collectable and pocket money area,” said Jez Fraser-Hook, practice director of NPD Group’s toy business in the UK.

“The pocket money area is heavily driven by major events, fads and playground collectability, so events with high profiles help generate excitement and drive the all-important impulse purchases.

“However, the lifecycle of these events is usually quite short so it is important for the market to capitalise on the lead up to the events – and hope that the national team performs well.”

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 TRENDSApril 2014 (£ sales – value) April 2014 (Unit sales – volume)

2. LEGO MINIFIGURES LEGO 2. LEGO MINIFIGURES LEGO

3. CRA-Z-LOOM BRACELET MAKER CHARACTER OPTIONS 3. HOT WHEELS BASIC CAR ASSORTMENT MATTEL

4. INNOTAB 2 VTECH 4. WCS BRAZIL TRADING CARDS PANINI

5. LSW GR. VEHICLES 2014 LEGO 5. MATCH ATTAX ENGLAND 2014 TRADING CARDS TOPPS

6. LEAPPAD EXPLORER LEAPFROG 6. MATCH ATTAX 2013/2014 BOOSTER BOX TOPPS

7. LEGO MIXELS LEGO 7. 13/14 MATCH ATTAX EXTRA TRADING CARDS TOPPS

8. MONSTER HIGH FRIGHTS, CAMERA, ACTION ASSORT. MATTEL 8. LEGO MIXELS LEGO

9. GREAT VEHICLES 2014 LEGO 9. DISNEY FROZEN STICKER COLLECTION PANINI

10. HOT WHEELS BASIC CAR ASSORTMENT MATTEL 10. MOSHI MONSTERS BLIND BAG ASSORTMENT VIVID

1 12014 FIFA WORLD CUP BRAZILOFFICIAL STICKERS PANINI

2014 FIFA WORLD CUP BRAZILOFFICIAL STICKERS PANINI

Properties

Sales

Average toy price

Best item progression April 2014

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

2014 FIFA World Cup Brazil Official Album StickersA stunning performance from Panini during the month, with the stickers surging from number 730 to the top of the rankings.

April ’14: £6.55

April ’13: £6.69

Source: NPD

YTD2013

YTD2014

+14%

BANDAI A double appointment sees the firm bolster its Southampton office sales team. KARL YOUNG (pictured top

left) and GARETH WARNE (pictured top right) have joined to take managerial positions within the firm’s sales department. Young joins as sales manager and will be responsible for the development of all major accounts. He arrives from Panasonic, where he spent ten years as national

account manager.Warne, meanwhile, steps into the newly created role of key account manager, and will now focus on new business opportunities across Bandai’s portfolio. He was previously at L’Oreal.

LEAPFROG Two new

members have joined the firm’s UK marketing

team. EMILY BROWN has joined as product manager UK, EMEA and Australasia, while GAIL FISHER has been appointed as content and licensing manager UK, EMEA and Australasia.

Meanwhile, GEMMA LEWINGTON has been promoted to retail marketing manager UK, EMEA and Australasia. Brown will oversee product development and marketing for LeapFrog’s toy and reading categories,

while Fisher will manage LeapFrog’s licensing partnerships. Lewington will also oversee all retail communication from in-store to online.

TOY INDUSTRY ASSOCIATION

CARTER KEITHLEY is to retire

from his role as president and CEO. Keithley has been at the helm of the US trade body for almost ten years. During his time at the Association, its membership soared from 470 to 750 members. JOHN GESSERT chairman of the TIA Board, has appointed TIA Board vice chairman DAVID HARGREAVES of Hasbro and Immediate Past TIA chairman, SOREN TORP LAURSEN of LEGO Systems to co-chair a transition committee in the search of a new TIA executive.

BOOTS STEVEN BRADLEY is leaving the toy sector, moving from

his role as buying manager for toys and nursery. Bradley is now category coach, a position that will see him work with buying teams across all product areas to help them reach optimal range, distribution and product strategies. He has been replaced by MARTYN BRADLEY.

WOMEN IN TOYS The body has appointed ASHLEY MADY,

president of Brandberry, as its new board president. She succeeds JOAN LUKS, president of The Serenata Group, who served as board president for three and a half years.

APPOINTMENTS


This month, Learning Resources welcomes two new faces, as does Bandai. Carter Keithley reveals he will step down as president and CEO of the TIA, while Hexbug is our Team of the Month

Industry moves

Who’s in the team?Our team consists of managing director Ian Laugher, office manager Jessica Mercer, sales director Daniel Richardson, marketing manager Heather Corbett, warehouse manager Dave Rogers, plus our two customer liason officers Mandy Littler and Primrose Carney.

What have been your biggest successes in the last year?The launch of Aquabot, the very first water-born Hexbug creature, and the launch of the vertical climbing Nano V2 really stand out as two big successes from the past year. We’ve also had the biggest sales year to

date, which is a fantastic achievement. It also meant that we were so busy in the fourth quarter last year, which was good and bad, we were rushed off our feet. Our newest recruit, Primrose has been a big success for us, too.

And what are you working on now?We’ve already launched the sci-fi Battle Spiders with hi-tech infrared battling capabilities and the new Zombie Aquabot, with its translucent black exoskeleton, this year. In the next few months we have a few new lines, including the exciting Transformers licensed product, our latest mechanical bug,

Strandbeast, and the new LED Aquabot. We also have some top secret brand new products for 2014 – so watch this space.

We are expanding our warehouse to accommodate all of our new inventory, as we deliver all over Europe from our Warrington base.

What’s the hardest part of the job?Ensuring that we are getting our high demand products out of the door and on the shelf is one of the hardest parts of the job. The toy industry is such a fast moving world, so we need to make sure our newest products are marketed and placed with the right retailers in time for the launch.

And what’s the best part of the job?We love receiving weekly letters from kids with all of their opinions, advice and own Hexbug inventions; hearing from Hexbug fans via letters and emails really makes our day.

We love that we work in such an innovative company and feeling the excitement when a new product arrives.

Who is the team joker?It’s probably between Heather and Jessica, but they’re quite the double act. Although their sense of humour and jokes aren’t fit for the pages of ToyNews.

Who makes the best cuppa?It has to be Primrose. Not only does she make the best tea, she makes the most. She wins hands down.

TEAM OF THE MONTH HEXBUG

LEARNING RESOURCES The firm has bolstered its headcount to 30 in the UK with the appointment of two new staff members. PETER WARD has joined as the UK retail sales account manager, boasting over 30 years of experience in the toy industry having worked with brands including Marbel and Brio.

Meanwhile, JOANNE MOORE has bolstered the firm’s expanding product development team. A qualified primary school teacher, Moore

has four years of teaching experience at reception level. She will utilise these skills to help develop new and engaging educational toys that will appeal to children and parents alike.

The pair have been welcomed to the team by Learning Resources managing director, DENNIS BLACKMORE.

Deconstructing MinecraftBoth a hit in video game shops and toy stores alike, Steve Reece looks at how toy companies can benefit from asking why today’s children are mad for Minecraft

ANYONE WHO has spoken to kids about how they spend their time in the past couple of years would be struck by the massive impact of the digital block building game Minecraft.

Minecraft has consistently been a top brand in terms of aspiration in our research with children of six to ten years. We’ve observed hoards of children flock around Minecraft like lost souls in the desert around a water well.

What has been amusing about this phenomenon is the complete lack of understanding displayed by parents who just don’t get why kids are so obsessed with this game, and also often don’t quite understand if they

should be encouraging or discouraging their children from playing Minecraft.

The relevance to the toy industry is that, so often, adults bask in complete ignorance of trends relating to kids and the implications.

Minecraft’s massive popularity is at least partly due to a trend that toy companies could do significantly more to embrace in order to enjoy more hit products, and to open up incremental opportunity.

If you Google ‘why kids like Minecraft’ you’ll find lots of functional benefits like ‘it’s fun to build and create’, but as yet I haven’t seen much analysis of the emotional drivers in the public domain.

Our research suggests that the biggest, most fundamental difference between play patterns of children today, and of the children of yesteryear is freedom, or the lack of it.

My generation (on the whole), and those before had significantly greater freedom to roam, to play freely with other children

in the vicinity and generally explore the world around us, following our noses as much as going where we were told.

Today’s children have significantly more in terms

of material goods (including toys) they tend to enjoy more organised activities than previous generations, and they have a profusion

of entertainment content and media to consume (remember having just three TV channels?).

But overwhelmingly they do not control their own whereabouts, and due to stranger danger, parental paranoia etc, do not usually get to explore as freely as past generations.

So the major emotional driver of Minecraft is that it allows children to do all the things in a digital environment that past generations could do in the real world.

The question is, what opportunity can toy companies create to fulfill this need for self-expression and for imaginary freedom? I’ll leave that one with you.

Steve Reece runs a leading consultancy to toy and game companies. Contact him via his blog at www.stevenreece.com

Is personalisation a threat to toy licensing?With crowdsourcing on the rise in the toy space, Euromonitor’s Robert Porter looks at how the creativity of play could soon return to the hands of the consumer

WITH THE penetration of licensing forecast to grow across the majority of traditional toys and games categories, it is no surprise that more partnerships are being formed between toys and games manufacturers and the creative industries that originate the narratives for licensed products.

This trend garners success from exploiting a particular Intellectual Property that many people will collectively appreciate and purchase. However, this collectivism has a ying to its yang.

In this regard, the personalisation of toys is a growing force that should not be discounted, and, by looking at other industries,

we can attempt to forecast how the personalisation battle might play out in toys.

Film franchises have undoubtedly been one of the biggest contributors to sales of licensed toys,

with popular characters like Transformers, Superman, Spider-Man and Iron Man all seen in the manufacture of successful toys.

With increased competition for popular licences, companies like LEGO have also used the strategy of creating their

own IP through the likes of The LEGO Movie and leveraged existing licensed characters to help bolster the film and toys’ popularity.

Video games companies and publishing houses

are also entering the IP creation war zone, creating new partnerships such as trying to recreate the success of Bedlam, one of the first books published with the intention of turning it into a video game.

However, the increasing licensing trend that promotes

the same toys being manufactured for many people has a counter trend.

The personalisation of toys is something that has been gaining momentum over the past few years, with the arrival of crowdsourcing.

More companies are interacting with consumers to find out what they want to see on the shelves. This could go a step further.

Although 3D printing is a while away from being widely available to consumers, the potential impact on toys could be huge.

With some of the toys manufactured being polymer-based with relatively simple moving parts, toy-manufacturing plants may find 3D printing

will inadvertently outsource their role to the consumer. This would then potentially put much more of the creativity of play back in the hands of the consumer.

In toys and games, such dramatic shifts are certainly not likely to be seen in the near future. Yet, as the industry becomes more uniformed, perhaps through licensing, the counter trend of individualism may also gain pace.

As has been seen in other industries, the challenge for toy manufacturers will be how to straddle the desire for personalised toys, manufactured on a large scale by a well-known and trusted brand.

Robert Porter is a Euromonitor International analyst for toys and games. He can be contacted on 020 7251 8024.

OPINION


More companies are interacting with consumers to find out what they want to see on the shelves.

What is your PR agency saying about you?David Smith wonders why PR isn’t always as smooth as it should be

I’VE BEEN running ToyTalk since 2006, and that means I have worked with dozens, perhaps even hundreds of PR people.

The best ones make this job a joy (and really very easy).

They are among the most enthusiastic people in the industry, always pleased to see you at events, always happy to talk or respond to an email, always looking for ways to help you do your own job better – all of which leads to more coverage for their clients, so everybody wins.

One of the hard lessons I’ve learned, however, is that not every PR person is one of the best.

For every polished press release we receive

(basically making it possible to have a story live on ToyTalk very quickly), we receive less polished ones.

We’ve had press releases that don’t talk about any products, just undefined ranges with no specific details. We’ve been teased with mention of ‘many other great toys in this range’, and left dangling (quick tip: press releases should never tease).

We’ve read about great toys, only to find ourselves wondering when they are going on sale, or how much they will cost.

All of this means you have to go back to the PR person for more information, and that’s like putting a hurdle between the product and media

coverage. Don’t assume that every website or publication will be willing to jump that hurdle – they may be feeling lazy that day, or just have many other, easier options to write about.

Tragically, even with the best PR people, it pays not to get too attached to them because chances are they’ll have moved on in a couple of years and you’ll be starting from scratch with a new account manager.

This shouldn’t be a big issue – but it is.

I’ve lost count of the number of times I’ve built up a great relationship with a brilliant PR person, only to suddenly find that the press releases have inexplicably dried up.

It sometimes takes weeks or even months to find out that a new account manager has taken over, or a new agency is now handling that particular toy company’s PR.

This isn’t a complicated business. We (and many other media outlets) want to write about your toys

Every now and then, it’s worth checking that your PR people realise that.

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

Tackling ‘tablet addiction’Following on his from his talk at the Association of Teachers and Lecturers conference, Colin Kinney explores the impact that children’s tablet usage is having in schools

IN MARCH 2014, the Association of Teachers and Lecturers (ATL) organised a meeting on using computer tablets in the classroom. I left the meeting really enthused and eager to integrate this technology into my teaching.

I believe it’s one of the most exciting developments for teaching that we have seen in the last 30 years.

The driver behind the debate we brought to the conference came from phone calls we received from teachers raising concerns that some pupils were presenting with irritability, poor concentration spans and poor performance.

They enquired whether we had heard from any

other teachers with similar concerns. This piqued our interest and we decided to call for some research to be carried out to see if there was an actual problem.

Teachers have already raised concerns about some pupils who spend

most of the night playing computer games, and whose attention span is so limited they may as well not be in class, or the pupils who wander around at break or lunch glued to their smartphones.

When a number of nursery teachers expressed concerns over some of their pupils able to swipe a screen, but who cannot socialise with other pupils or engage in other aspects of guided play, we felt it important to carry

out research to see how widespread this concern was.

OFCOM’s report in October 2013 had stated that household ownership of tablet computers had more than doubled from 20 per cent in 2012 to 51

per cent and this will increase.

Prominent scientists and researchers have stated that research into the effects of computer tablet use is in its infancy and that until we know more, parents can only follow their own parenting instincts.

As a leading teaching union we would agree and would be loath to give the impression that we are against tablets or indeed any technological innovation which might benefit teachers and pupils alike.

We do not want to deprive our pupils of access to computer tablets. We do want to protect them from withdrawal, poor

performance and loss of educational opportunities.

We are not advocating a ban on devices. We are not stating there are medical risks.

We are highlighting rising concerns of social isolation, of decreasing attention span and of over-reliance on a computer tablet.

We hope to gather evidence from ATL’s members, education authorities and medical practitioners to see if there actually may be a problem and, if necessary, to provide guidance for teachers to recognise the signs of ‘tablet addiction’ and the steps they could take to support pupils who are showing symptoms.

Colin Kinney is a school teacher in Northern Ireland and branch secretary for ATL Northern Ireland. He can be contacted on 028 9078 2020.

OPINION


We are highlighting concerns of social isolation, decreasing attention spans and over-reliance on a tablet.

INDEPENDENT SURVEY Follow us @toyshopuk


Does Made in Britain matter?Is being able to say a product is made on these shores a strong selling point for indie retailers? Or are consumers ultimately just looking for value for money? ToyShopUK asks its listers

Lisa ClayArmadillo Toys“It is a great selling point if we can say an item is made in the UK, but unfortunately we only have a couple of UK brands that manufacture in the UK. Orchard Toys is our best selling UK brand.”

Raquel BelloCarddies“We set out, from the beginning, for the Carddies to be a British made product. We felt it was the right thing to do because we were setting our little business up in the middle of a UK recession, and we considered it would poor-spirited to do otherwise. This meant we had to work extremely hard to fi nd a cost eff ective way of manufacturing the Carddies so as to make it a viable product. We collated quotes from hundreds of suppliers,

opting for small family owned businesses such as ours. Of course, most people told us we were loopy when we set out to make this a British product, and that we should take the easy route of having them made abroad. We have had wonderful support primarily from independent toy, gift and book shops and online retailers, and also lovely museums and places of interest, many of whom make a point of supporting home-grown businesses. However, we do wonder if more big British retailers could apply their considerable buying power to support British businesses.”

Paul BrownCloud 9“More important with the older generation.”

Marc ShoneGatwick Diecast“Whilst it would be nice to buy British, unfortunately products made in the UK tend to have a higher price tag for which many customers won’t pay. It would be nice now and again to display ‘Made in the UK’.”

Amanda AlexanderGiddy Goat Toys“It’s good to have at least something I can off er that’s made in Britain - thank you Orchard Toys.We do get the occasional customer who feels strongly they want something made in the UK as they are either a tourist here or wanting to send a gift abroad and want something British.Or sometimes I get customers who want something British as they feel it will be better quality or more environmentally friendly than something

made in the Far East. Most customers don’t ask where toys are made but I am glad we have at least some lines we can off er that are British.”

Stuart AndrewHal Whittaker“Price rules in today’s society - people who wish to buy British are very few and far between. If something is well made and the price is right then where it comes from isn’t of any concern whatsoever to the majority.”

Charlotte CroserJollys“British made products are a ‘nice to have’ and we promote to customers the ranges which are made here. Orchard Toys is a favourite of our customers. The majority of other stock has been made in Germany or in

“

KEEPCALM

AND

BUY BRITISH

INDEPENDENT SURVEY


the Far East. Customers don’t seem to mind and are surprised to find anything made anywhere other than China. We do like to promote British companies and British-designed products such as The Puppet Company, Jellycat and Green Board Game Company - even if the products are made overseas, it is a bonus that the products were at least conceived here.”

Vicky BrownJust Williams Toys“The product needs to sell itself and if it is made in the UK it is a bonus.”

TimLighthouse Toys“We have some customers looking specifically for toys made in Britain. When a customer is looking for a present for a child who lives in another country we highlight the products

made in Britain. Also, we want to actively support companies who make their products in Britain and we do window displays with every product made in Britain. We are always pleasantly surprised at the number of toys and books that we stock that are made in Britain.”

David AustinLobster Diecast“The vast majority of customers expect and assume that a product is made in China already. The few that ask if anything is made in the UK could be counted on one hand each year. If it is of sufficient quality and is the right item for them, most seem not to mind where it is made.”

James ColcoughMelton Toys“I find that customers will engage with a British made brand, but it

certainly won’t be enough to pay a premium price.”

Cate O’NeillPetalina“To me it’s of great importance but sadly there is very little available for the doll market that is made in Britain. However, doll manufacturing in Europe is substantial and we are adding more and more products that are made that bit closer to home which our customers seem to appreciate. Wish there was more available from the UK though.”

Amanda ShielsSelect Kidz“I found for our special needs products we have had to shop in America. There really is no wholesaler in the UK or Ireland for special needs toys. I found if there is they make and retail their own products, and for us

as retailers in this special field the prices are too dear so we have to go to America. Unfortunately.”

Melanie JefferyThe Enchanted Kids Company“I think it would become more important if it was possible to find much actually made in Britain, rather than just designed here.”

Sally BroomingThe Hare and the Broom“I think people like the idea of local more than the reality. It is convenience that overrides most people’s buying habits.”

Nicola ThompsonIt’s A Wooden World“It isn’t important, but it does help sell a product and people would select a British made toy over a Chinese made toy.”

“IN ASSOCIATION WITH

14% – VERY IMPORTANT

57% – QUITE IMPORTANT

29% – NOT IMPORTANT

HOW IMPORTANT IS IT TO YOU AND YOUR CUSTOMERS WHETHER A PRODUCT IS MADE IN BRITAIN?

THE FAR East is responsible for the majority of toy manufacturing, but there is a growing swell of toy companies which design and make their products on these shores, including Orchard Toys and Carddies.

However, as Carddies told us, finding a cost effective way of manufacturing so as to make it a viable product can be hard work.

But for independent toy retailers, having a selection of British-made products on the shelves can act as a good point of difference, and this is also backed up by the results of this month’s survey.

71 per cent of ToyShopUK listers said that it was very or quite important to them and their customers whether a product was made in Britain. However, a lot of the comments we received

bemoaned the lack of British-made toys.

“It is a great selling point if we can say an item is made in the UK, but unfortunately we only have a couple of UK brands that manufacture here,” says Lisa Clay from Armadillo.

Cate O’Neill from Petalina agrees: “To me it’s of great importance, but sadly there is very little available for the doll market that is made in Britain. However, doll manufacturing in Europe is substantial and we are adding more and more products that are made that bit closer to home, which our customers seem to appreciate.”

Looking at the feedback from the 29 per cent which said it was not important, one of the main points raised was costs that would need to be passed on to the consumer.

“I think people like the idea of local more than the reality,” says Sally Brooming from The Hare and the Broom. “It is convenience that overrides most people’s buying habits.”

Marc Shone from Gatwick Diecast adds: “Whilst it would be nice to buy British, unfortunately products made in the UK tend to have a higher price tag for which many customers won’t pay.”

And Lobster Diecast’s David Austin concludes by saying: “The vast majority of customers expect and assume that a product is made in China already.

“The few that ask if anything is made in the UK could be counted on one hand each year. If it is of sufficient quality and is the right item for them, most seem not to mind where it is made.”

BACK TO SCHOOL SPECIAL


Too cool for school?Do pens, pencils, rulers, rubbers and notebooks have a place in toy shops or should they leave it to the stationery stores? ToyNews asks four indies for their view on whether it’s worth looking at back to school

PENS, PENCILS, rulers, rubbers, notebooks and backpacks: all essential kit when preparing to head back to school for a new year.

But with stationery shops seemingly the fi rst point of call in the run up to a new term, should toy shops resign themselves to leaving the sector well alone or are they missing a trick by letting stationary outlets have it all their own way.

Back in 2011, some toy retailers, reluctant to blur the line between toy and

video game shops, initially ignored the release of Skylanders and Disney Infi nity. But just as video game indies are now happy to stock Mario plush and gaming fi gures, the toy retail landscape is returning the favour by embracing the gaming franchises.

The same is happening to some stores with back to school ranges.

ToyNews spoke to several toy shops about their experiences of stocking, or avoiding, school ranges.

While some have enjoyed success with back to school ranges, others feel they should be left to the stationery stores, like Wellingborough-based store When I Was a Kid.

“It’s come to a point where if we all stick to

what we’re good at, there’s enough for everybody to go around,” owner Paul Warner tells ToyNews.

“We’ve always been quite niche so we wouldn’t go as far as to even stock bags for kids because if you’re a toy shop, you’re a toy shop and that’s what you should do.

Warner believes by stocking wide ranges of non-toy products, some stores are losing their identity.

He adds: “Through panic, a number of retailers have got themselves into the

situation where they’ve seen back to school and thought ‘we can sell pencil cases, we could sell pencils as well, and we could do bags.’ Where do you draw the line?”

“We’ve even stopped doing things like balance bikes because are you a toy shop or are you a bike shop?

“I think toy shops should be toy shops, but I get the convenience thing. People want to buy for convenience and like the idea of a one stop shop, which is why Amazon is so successful.”

“I do stock a few bits but I have to be careful”

“I think toy shops should be toy shops”

Nigel Kemp, Halesworth Toy Shop

Paul Warner, When I Was a Kid

Other stores have successfully taken a diff erent approach to stocking back to school ranges.

“We’re slightly diff erent as we have a left handed

section,” Wise Owl Toys owner Mark Stewart explains.

“We also do handwriting here; we have a local lady who has produced a set of books called Morrells Handwriting and we sometimes have handwriting workshops in the shop.

Stewart has found ranges sell best towards the start of a new term.

“It trickles throughout the year, but probably sells more

coming up to the start of a term or when exams are coming up,” he says.

“We have done our left-handed bits for nearly 20 years now and it makes us diff erent from just a bog standard toy shop.

“Our left-handed bits are on the left side of the shop and we have a language and literacy section. We like to be diff erent because there’s no point being like everything else.”

Store competition is clearly key when deciding upon ranges to stock, and for some, the close proximity of stationery stores make back to school ranges a total no-go area.

“We have tried it, but we have a big WH Smiths next to us and an art shop that does everything cheap so for us it’s not really worth it,” The Cambridge Toy Shop owner Vivienne Watson tells ToyNews.

“You’ve got to pick your products because we don’t have unlimited space, that’s the problem.

“If I had a lot of spare space I would give it a go and see whether it’s worth competing, but we have so

many nice products that we want to buy, we just can’t fi t it all in. I need a bigger shop.”

Watson attempted stocking a back to school range at the end of summer 2013, smack bang in the window for the back to school rush, but the issue wasn’t down to products not selling.

“We had the LEGO range and it sold, but it was really at the expense of having other things on the shelf that had a higher margin,” continues Watson.

“It did sell, so I’m not saying it’s a lost cause. It’s just that, for me, it was at the expense of something else because I haven’t got room for everything.”

“We’re diff erent as we have a left handed section”

“We have a big WH Smiths next to us so it’s not worth it”

Mark Stewart, Wise Owl Toys

Vivienne Watson, The Cambridge Toy Shop

Halesworth Toy Shop has found success in stocking a range of back to school products, but is wary of stepping on the toes of a nearby stationery store.

“I do stock a few bits but I have to be careful as we have a stationery store in town, otherwise I’d do a much bigger range,” Nigel Kemp tells ToyNews.

“We do pens, pencil cases, pen cartridges, rulers, notebooks: things we’ve done for years. I could extend it more but out of decency to the nearby stationery shop, I’ve kept it

fairly limited and in turn, he avoids the character-based things that I do.

“There is fairly good margin so I would defi nitely recommend other people do it if they can.”

While Kemp is aware of retailers being wary of stocking non toys, he believes licensing has opened the door to stationery, with current ranges vibrant enough to belong on his shelves.

He adds: “Some are bright, colourful and character orientated, so that’s what I deal with.”



Class act Green Board Games, Toy Essentials, Hy-Pro, Posh Paws, West Design and LeapFrog tell ToyNews why retailers are missing a trick if they avoid school ranges

“Products linked to the National Curriculum, such as Times Table Explorer, BrainBox Maths and BrainBox Science are at the core of our Back to School off ering.

Toy shops should get on board with Back to School ranges because customers who fi nd something fun that may give their child a head start at school are likely to purchase and become loyal customers.

Some licensed ranges are perfect for Back to School, such as our Roald Dahl

BrainBox and toy retailers can defi nitely benefi t from the ranges in months other than the lead up to school starting in September.

Children can benefi t all year round with products that are fun and have appropriate educational content. It is well known by teachers that over the long summer break, children would benefi t from reinforcing skills learned before the holidays. Some retailers, such as Fun

Learning, know this market well and source products all year round with educational value. They have loyal, repeat customers.”01494 538999

“Hy-Pro International has various products which fi t into the traditional Back to School ranges.

Holding offi cial product licences for Arsenal, Barcelona, Chelsea and Tottenham, we have a large luggage range which includes backpacks, gym sacks, lunch boxes and boot bags.

Hy-Pro also have various scooter ranges from tri scooters to folding in-lines which are fun to ride and can

make the commute to school easy.

One of Hy-Pro’s main objectives is to keep children active outside. Children are always after the latest craze and the Zinc Volt electric scooter range is perfect for children to use when travelling to school.

Toy stores are defi nitely missing out on scooters in their Back to School ranges. Using scooters to travel to school is an easy alternative

to walking or driving, it also motivates children to want to go to school so they can show their friends their new toy making the journey to school fun.

Additionally, when it is time to go back to school parents have to fi nd ways in which they need to take their child to school; the Zinc Volt electric scooter is ideal for this. It does not cause pollution and gives

“Toy Essentials’ whole raison d’etre is to off er play opportunities with an educational angle.

All of the ranges we currently off er are ideally themed for the Back to School period.

Back to School presents a huge opportunity for toy retailers and we believe that the build up to the start of the academic year should be part of the annual agenda along with events like Halloween and Christmas.

Educational toys play a huge role in learning. Not only do they genuinely fuel a child’s ability as well as their motivation to learn, but they can also really help children to understand diffi cult concepts by providing a practical and tangible explanation.

For instance, our Hoberman Spheres (expanding and contracting geometric constructions) have long been recognised as a teaching tool for geometry, enabling a child to understand spatial sense and reasoning.

While the start of a new academic year provides

a timely and topical hook for retailers, the reality is that school goes on all year round. Pre-tests and exams in spring is also a great opportunity for retailers to muscle in on the Back to School act.

Parents can pack their kids off to school this autumn complete with a brand new, hygienic lunch box concept to be introduced in September 2014.

Our Kidzpod is designed to keep lunch boxes safe and bacteria free. Kidzpod, is constructed from strong plastic material which is

coated with BioCote, an anti-bacterial protection proven to kill 99.9 per cent of bacteria.

Kids can also express their individuality by decorating the Kidzpod with their own graphics. A panel on the front of the box enables the easy insertion of a design of their choice be it SpongeBob, Doctor Who or even their very own personal work of art.” 01285 762039

GREEN BOARD GAMES

HY-PRO

TOY ESSENTIALS

Sarah Wyatt, Marketing Executive

Simon Pickavance, Commercial Director

Sandra Cambridge, Business Director

children a chance to learn the skill of independence once they know a route to school and can cross roads safely.”01582 610100



and it is an area that we continue to focus.

We now have a wide selection of backpacks to suit all ages from pre-school to secondary school.

Our Disney plush bags are perfect for any pre-schooler and includes the most popular characters.

In addition we have a fantastic backpack range of the ever-popular Minions, some of which will fi rst hit the shelves during the upcoming Back to School period.

Our Despicable Me bag collection varies in sizes to suit diff erent ages and includes wipe-clean styles, which will be popular with

mums, as well as high-quality bags with extra little details for all the Minion fans.

More children are looking for branded backpacks from a licensed TV show or movie and, therefore, there is defi nitely a market for backpacks in toy shops as it can easily be an extension of an existing range. Due to the increase in our range of backpacks we’ve seen particular growth with major toy retailers in this market.

Whilst parents will tend to buy clothing at the supermarkets only during the Back to School period there is still a huge opportunity for a school range to remain

present in toy shops all year round.

Kids often look for new stationery items or a new backpack throughout the year, so there will defi nitely be a need or want for the latest items.

For any toy shop starting out with a Back to School range, I would recommend purchasing items from their top performing licensed toys in-store and monitor closely for a six to 12 month period.

Back to School seems to have been dominated by the

supermarkets and M&S over the last few years, but you just have to check out the toy retailers who range back to school bags to see what an opportunity there is especially for the toy retailer- and all the year round.”01268 567317

“At Posh Paws, our Back to School off ering has evolved over the last two years; we’ve won some exciting new licences for the development of backpacks

“Going back to school can be such a whirlwind for families and we at LeapFrog want to help make this time as easy as possible for both parents and children. We are dedicated to

creating innovative products that help children develop a passion for learning and support parents during this exciting journey and have a wealth of educator

approved learning toys, such as LeapReader.

This clever pen like device is the number one learn-to-read-and-write solution, enabling children to build their confi dence in key educational skills.

LeapReader provides interactive guidance by reading aloud words and sentences when the stylus touches the story pages,

whilst bringing some of the most popular children’s licences, including Disney Pixar’s Toy Story, to life.

Technology plays a key role in children’s lives and is becoming a key element in developing key educational skills – it is no longer just about having the right accessories.

LeapFrog’s Back to School off ering recognises the importance of developing reading basics and other essential skills in preparing young children for school.

All of our products and content are created in conjunction with an in-house team of educational

experts to guarantee the best learning experience for children through technology.

Parents are increasingly incorporating technology into their child’s learning development, especially in the early stages, so it is becoming easier to prepare children for those Back to School moments.

At LeapFrog, we endeavour to develop products which help children build a passion for learning outside of school, which is relevant throughout the whole year.

Our LeapFrog Learning library has a wealth of

“With West Design originally coming from more of an art and stationery background, we have long seen the benefi ts in the Back to School season.

This gives our customers an opportunity to stock a new type of product at the most critical time in the school calendar. It also falls outside of the normal buying period, enabling retailers to stock a range they wouldn’t normally stock at Christmas or indeed other times of the year.

It gives us as suppliers an opportunity to showcase new products that were previously not available for key toy fairs and buying shows.

Back to School gives the retailer another opportunity for additional sales outside of Easter/Christmas, which could in turn see increased orders.

It is also for an extended point of time. It can now start as soon as the summer term fi nishes in July and goes right through

to the new term in September, enabling retailers to focus on it with window displays etc, particularly if the weather is poor and, therefore, outside toys are not selling.

Currently with the marketplace as it is, any opportunity for increased sales can surely only be seen as a positive benefi t.”01303 297888

POSH PAWS

WEST DESIGN

LEAPFROG

Lauren Hayward, Group Brand Manager

Jo Bray, Marketing Director

Emily Brown, UK and EMEA Product Manager

content which lets parents easily personalise their child’s learning journey by choosing titles based on reading levels, favourite characters, or learning style, off ering the most engaging, high-quality educational solution available to help children learn to read and write.”01895 202 840

Grand plansBilly Langsworthy talks to toy designer Patrick Rylands, the man behind PlayPlax, Ambi Toys ranges and Bird and Fish bath toys, about starting out in the industry, tech products and Galt bringing his creations back to retail

How did you start out in the toy industry?I did my first toys when I was still in college, in 1966. I was a ceramics student and the stuff I was working on interlocked and if I doubled it, it could interlock freestanding.

I got samples made up and someone gave me address of a Swiss toy maker called Kurt Naef, the best wooden toy maker in the world. I sent him three things and he bought two of them. I thought it’s a pushover this, I’ll do some more.

After, I made PlayPlax, two-inch squares of clear plastic that interlocked. That was manufactured during my final year at college so suddenly I found myself in the toy business.

I then did things on spec and touted them around and I was teaching a bit. One of the people I did spec work for was the owner of Ambi Toys. In the mid-Seventies I approached the guy at Ambi and asked if he could employ me full time.

I worked for them in the UK and I was then responsible for every product they made until they were sold to Brio.

Now, here I am, an ex-toy designer, until I get a call from Galt who say, “we’ve just bought your work, can we talk about it?’ Your creations were simple toys. What is your view on the influx of tech toys?It’s very welcome.

I was once asked, what is the best current toy? I said it’s a Mac with Photoshop loaded on it. It’s the best toy ever invented.

I’m very much in favour of screen-based things, but not to the exclusion of all else.

There is nothing that substitutes for the actual physicality of an object.

Galt Toys is now bringing some of your Ambi creations back to retail. How do you think they will be received in the toy market of 2014?The easy way out of the problem you’re posing is to write ‘retro’ in front of everything.

It makes it respectable again because it means it’s

had a previous life and has been established.

When we reintroduced PlayPlax, the amount of stuff on the internet about

it is astonishing. People had been trying to buy it for ten years.

There is a thirst for this simpler stuff. Whatever you do with screen based toys, they are always going to be more similar than they are different.

What was the biggest change to happen to the toy industry while you working in it?Electronics. I got out just about the time when it became impossible not be involved in that.

I love simple mechanisms. I love designing toys with a little movement that doesn’t cost much extra to include.

I made a duck for the bath that has a movable beak. Rather than make the beak one piece, I made it upper and lower mandible as in real life.

I added a pendulum to the lower mandible so it would swing and the beak opens and closes as if the

duck is talking. The extra cost of including that is in tenths of a penny. That thrills me.

Talk me through the day-to-day life of a resident toy designer?The way it worked with Ambi was that I’d send them a coloured line drawing of what I thought I could make. They’d say they liked the look of it and then I’d spend on average six to eight weeks developing it and producing an engineering drawing.

On average, we made five or six new items a year. It doesn’t seem like very much, but when you consider I had to engineer them as well as draw them, it was quite a lot.

Very rarely did we ditch an idea because it would cost too much, but you learn not to invest time into things you couldn’t see a way out of.

That’s one of the things that kept my ideas simple, because you can’t go too far from base camp if you want to be sure of getting out of the job in six weeks.

How vital is reputation in this profession?Even being employed full time, you can’t get away with many duds. They’re spending serious money making these things and not getting a return.

You can’t afford to fail very often.

With freelancing, reputation is everything. They are trying to buy into your previous successes. Why else would they employ you?

Gendered toys are a hot topic in today’s industry. Did you bear gender in mind back when you were designing toys at Ambi?My stuff didn’t have much gender orientation at all.

If you could categorise our toys, they were probably more on the male side and we occasionally thought about what we should do. But the danger is you end up with pastel colours and make things into flower shapes instead squares.

It all looks a bit patronising and unnecessary.

What would your advice be to toy designers just starting out?I don’t know where you should go, because you are quite likely to get ripped off, often not deliberately.

For a young person with an idea, the best you can do is approach a respectable company. Make sure your designs are marked and dated because copyright needs to be dated to you can prove your prior claim to the idea. But it’s hard.

INVENTORS: PATRICK RYLANDS


For a young person with an idea, the best you can do is approach a

respectable company.Patrick Rylands

An engineering drawing would take six to eight weeks to develop

Rylands created PlayPlax while in his final year at college

MONOPOLY


Anatomy of a blockbuster:

Be it bankrupting a friend, demanding rent from your nan or arguing over Free Parking, Monopoly is one of the most iconic games of all time. Billy Langsworthy talks to Hasbro about house rules, licensing and going digital

SINCE LAUNCHING in 1935, Monopoly has become one of the bestselling and most iconic board games of all time.

The game sees players move around a board buying or trading properties, developing them with houses and hotels and collecting rent from opponents, hopefully bankrupting them in the process.

Since its inception, Hasbro has sold more than 275 million Monopoly games and licensing has given the game a further lease of life with more than 300 licensed versions of the game now on shelves including Disney, Family Guy and Adventure Time.

There is even talk of a Monopoly movie.

“The game as we know it today was created by Charles Darrow in 1933 using items from around his home to create the board and pieces and basing it on the streets of Atlantic City, New Jersey,” explains a Hasbro spokesperson.

“In 1935, Parker Brothers began selling Monopoly in America. They also shared the game with Waddington’s in the UK, who acquired the rights to distribute it outside of the USA.

“Before releasing the game in the UK, properties were updated to streets of London and this tradition of localising property names continued as the game was introduced into other new countries. Other than the localisation of properties,

the game has remained virtually unchanged to this day, though many special editions and licensed versions of the game have been released.”

Since taking off in the US and the UK, Monopoly has gone on to be a global success. The game is sold in more than 110 countries and in 43 different languages, while digital platforms are helping to extend the reach of the classic game even further.

“The expansion into digital platforms has also provided a new way for consumers to buy, sell and trade properties in a Monopoly game as it is available on multiple platforms including online, console, mobile and

connected handheld”, adds Hasbro.

But what has kept the public coming back to a game whose players are likely to know how to play without ever having opened the rulebook?

“Monopoly is a timeless game that can be played and enjoyed by anyone,” says Hasbro.

“The iconic property trading game is passed down from generation to generation, making it one of the world’s most famous

games, and one that has provided millions of

families with fond memories since the 1930s.

“We believe that one of the reasons

for its success is its tradition and heritage. The game has remained

virtually unchanged which means it can be enjoyed by

players of all ages and across generations, making it a game that

families return to again and again.

“In addition to the tradition and heritage of the face-to-face game, there are many ways to play Monopoly at home

MONOPOLY


or on the go on different devices and formats.

“The game is evolving with technology and can offer new ways of playing while maintaining the tradition that makes the game such a success. Also with the upcoming release of My Monopoly, which incorporates involvements in player’s social networking platforms.”

As well as embracing social networking, Hasbro believes licensing and digital have proved a key means of keeping a 79 year old game fresh and relevant to an audience playing in 2014.

“Through our licensing programmes with Winning Moves, there is a Monopoly game experience for every lifestyle, including specialised editions of the classic game featuring everything from sports teams and popular brands, to TV shows and cartoons,” Hasbro tells ToyNews.

“Hasbro is dedicated to making Monopoly available for players wherever and however they play games.

“Working with licensees such as Ubisoft and Electronic Arts, Hasbro ensures that there are digital Monopoly games available for every lifestyle.

“In addition to digital experiences, through Hasbro’s licensing partnership with Winning Moves, players can find their favourite sports teams, brands, and TV and movie titles brought to life in a Monopoly game.

“In recent years, Hasbro has tapped into the Monopoly fan base via social media to give players the chance to have a say in how Monopoly games look and are played.

“Hasbro loves the enthusiasm of Monopoly fans and enjoys engaging with them through social media.”

THRIVING BOARDThroughout its decades on the shelves, the core design of the Monopoly board hasn’t changed, with licensed editions providing fresh templates rather than an overhauled new design.

“Charles Darrow created the rules, design and colour scheme of the game board that we know today, which has hardly been altered since the 1930s, with only minor modifications throughout the nearly 80 year history of the brand and we see this as testament to the original game idea,” a Hasbro spokesperson tells ToyNews.

“The four iconic corners of the board (GO, Just Visiting, Free Parking and Go to Jail) and property colour groups remain the same on all editions of the game.

“The tradition and consistency of the Monopoly game and the iconic look and feel make it universally recognisable and often goes hand in hand with family memories for multiple generations.

“We have seen how players can feel particularly strongly about certain properties on the board, their own ‘house rules’ or the token they choose.”

MY MONOPOLY

2014 is a big year for the brand, with more personalised ways of tackling the game available than ever before.

“In recent years, we have engaged our fans with special editions and opportunities to help us shape the game,” enthuses Hasbro.

“In 2013, Monopoly fans were given the opportunity to vote on which classic token would be retired from the game and which new token should take its place. This vote resulted in the Iron token being replaced with a new Cat token.

“In 2014, it’s all about playing Monopoly your way. Earlier this year the

Great Monopoly ‘House Rules’ debate was inspired by insight that revealed most Monopoly fans have modified how they play the game to meet the needs of their family and fellow players.

“The Monopoy Facebook page hosted the debate and let fans submit and discuss their favourite ‘House Rules.’ Five of the most popular rules are being added into a special ‘House Rules’ edition of the game that will be available later this year.”

Following feedback used for the House Rules edition, Monopoly fans will soon be able to add a personal touch to the classic game.

“Later this year, for players who want a more

personalised experience, the new My Monopoly game will let fans personalise their own one-of-a-kind game board.

“Players can easily create their own game by customising property spaces, game tokens, Chance Cards and Community Chest Cards to include their favourite people, places and things by using the My Monopoly App or website.

“Players can gather images from Facebook, Instagram, Shutterfly, Flickr or their personal devices, print them out on My Monopoly stickers and apply them to the game pieces, positioning them around the My Monopoly game board.”

LEARNING RESOURCES


Roaring twentiesThe UK office of Learning Resources celebrated its 20th anniversary in May. Samantha Loveday caught up with UK MD Dennis Blackmore and Rick Woldenberg, chairman of the US parent firm, to find out the secret to its success and what’s coming up next

“THE REALLY important thing about our company is that education is in our DNA,” Dennis Blackmore, the UK MD of Learning Resources states. “We make learning fun, but all of our products are educational in content and the strapline we use in the UK is we’re ‘the brand teachers trust’. That gives confidence to parents, grandparents, aunties, uncles, that the product has been tried and tested in education.”

Based in Kings Lynn in Norfolk, the UK arm of Learning Resources celebrated its 20-year milestone in May (the US parent company is ten years older still). With it being very early in the acceptance of educational toys, the firm began by selling only to school supply companies.

“Looking around the world today, it’s kind of hard to believe that there ever was a time that by saying a product was educational would make it hard to sell,” explains Rick Woldenberg, chairman of the US parent company.

“But in the early days there just was no market for this. We were in the school business, making hands-on learning materials to teach kids maths, science, reading, etc, but we knew the consumer market was there.”

Blackmore and his team in the UK – which serves Europe, Middle East, Africa and India – have been growing Learning Resources’ presence in the retail market ever since. Operating mostly in the two to 12 year old age range, the firm releases at least 100 new products every year and sells all over the world, making it a truly global company.

One of the secrets to its success, says Woldenberg, is that it has found its niche and stuck to it.

“There are a lot of fads that come in and go out,” he says. “We’ve been very focused on promoting and developing the concept of hands-on learning, adapting that idea for many different kinds of children’s products and we have not strayed from that. It is all that we think about. And so, for me, the secret is that we’ve become very, very good at what we’ve chosen to do and we just keep doing it.”

The transition into the retail marketplace also proved to be a relatively smooth one. “Our range has always been really accessible to teachers and parents,” Blackmore continues. “I think our product has always had something of a ‘retail look’ about it. In many ways, although it’s improved a great deal, even when we started out our products were probably more retail looking than a lot of other educational products.

“There are a number of retailers who stock our products now who in the past didn’t. We had to pay our dues and prove that we were good at supplying and keeping the range refreshed and renewed. There are many, many demands on a retailer’s shelf, but we seem to be getting there.”

The growth of the internet has also meant that Learning Resources is able to sell its products to an even wider audience, with the web bringing the consumer a lot closer and social media meaning the firm can have a much deeper relationship with its customers.

However, both Blackmore and Woldenberg are keen to stress they are not trying to shift their product onto a digital platform. “Lots of research shows that the most productive and effective way for children to learn is through hands-

on learning – actually physically interacting with the thing that they are learning with,” says Blackmore. “That really isn’t going to change.”

The celebrations for the 20th anniversary may still be ringing in the ears, but Learning Resources has more impressive growth plans up its sleeve. It knows that it is just touching the surface of what it can do in the markets it currently operates in, and the passion for the firm and its products is still clearly evident in both Blackmore and Woldenberg.

“By entering new countries you can actually have a direct impact on the cycle of poverty,” Woldenberg concludes. “The opportunity to sell more product to consumers also allows us to take our mission into people’s homes and really help a lot of people in a lot of ways. For us, that’s very exciting.”

Over 100,000 of the Pretend & Play Cash Register have been sold since it was introduced 20 years ago

Woldenberg (left) and Blackmore are confident that Learning Resources can grow even further in the future

GOOD TOY GUIDE


Summer classWith summer comes sun, sea, surf and six long weeks of freedom.This month, Dr. Amanda Gummer explores the best ways to keep youngsters’ minds active through those lazy summer days

IN ASSOCIATION WITH

CONTACT THE GOOD TOY GUIDE:Twitter: @goodtoyguide Facebook: GoodToyGuide Email: [email protected] www.goodtoyguide.com

THE SUMMER holidays are nearly upon us and many parents are already looking ahead to the next school year. There’s the worry of how their child will cope academically, not to mention what the effect of a six-week summer holiday will have.

While it’s important to let children enjoy the freedom that summer brings, it’s also an opportunity to encourage activities that reinforce the skills that children have learnt at school and make it easier for them to hit the ground running in September.

Confidence is a big factor in learning. Toys and games with educational value can help children feel more confident when back in the classroom. This is especially the case when moving schools or into classes with new children. Role-play activities are great for boosting

confidence and lots of toys and props can be used to create fantasy worlds.

Products that are easily transported, or can be part of the luggage, will be useful over the holidays, even if it’s just trips to visit friends and relatives. Children will tend to travel around over the holidays.

The trick is to keep it fun and light hearted so that children don’t see it as learning in the same way as they do at school. There are lots of wonderful toys and games that can help keep children entertained over the summer and the Good Toy Guide website has some exciting products that you won’t find in your normal toy shop.

Good Toys will stimulate and engage children both at home and while travelling, as well as helping them retain the skills they have learnt and boost their confidence for the next academic year.

THE GOOD APP GUIDE ARRIVES SOON

If you are developing an app or are looking to propel your brand or product in to the digital, The Good Toy Guide has just the thing for you.

Designed to help get you on your way, The Good App Guide launches this summer. Sponsored by Kurio, The Good App Guide will aim to provide you with all the information you may need to turn your product into a Good App.

Meanwhile, The Good Toy Guide team has been busy revamping its online destination, goodtoyguide.com. With news, reviews, advice and more, the new site aims to provide toy companies and retailers alike with the latest from the toy sector.

Adventure Packs – JetpackAdventure Packs is a series of backpacks for three to six year olds. The Jetpack is a new style of backpack with all the classic elements of a children’s bag with a unique 3D design and construction.

The Jetpack has two rocket tanks on the back, which open to reveal space for hiding all manner of toys, books and treasure. The main compartment offers space for lunch boxes while

drinks can be kept in the snack pouch.

It also comes with a wrist strap to enhance the Jetpack experience.

Fun Rating:

Educational Rating:

Enhances role-play, fun and imaginative play

Encourages social skills including turn taking and communication

Promotes discussion/ interest about space

Develops motor skills

WHERE BRANDS COME TO LIFEAre you looking for new partnerships that could transform your business? BLE 2014 is the only event in Europe where you can meet hundreds of leading brand owners and discover thousands of the hottest brands, characters and images available for license.

Whether you are a retailer, licensee or sales promotion professional a visit to BLE 2014 will open up a world of new opportunities and partnerships. Don’t miss this chance to spot the next big thing for your business.

See brands come to life at BLE 2014. Register for FREE today, visit www.brandlicensing.eu

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Offi cial Publication

Retailers feel the chill as Frozen stock dries upUK toy retailers are left scratching their heads and fear missing out due to lack of availability of key lines

By Robert Hutchins

WITH REPORTS of Frozen dresses selling on eBay for up to £600 in the national media, toy retailers are asking: where has all the Frozen product gone?

Following the DVD release of the 2013 animated film, sales have soared, with total spend on Elsa products reaching $3,397,816 on eBay.

And as desperate parents take to the internet to compete for the coveted collection of dresses, dolls and plush, UK toy retailers have been left scratching their heads.

“We are looking for Frozen, that’s a key thing on our list, but it has been practically impossible to get hold of this year, and yet there has been massive demand for it,” Helen Gourley, managing director of Dunblane-based ToyHub, told ToyNews.

“I would like to say Frozen has been one of my top products for the year, but I couldn’t get any products. There’s been a huge demand and we have basically been stuck with nothing.”

Brian Simpson, Toytown’s manager and toy buyer, echoed Gourley’s concerns.

“Our best selling ranges so far are undoubtedly The LEGO Movie, Minecraft and Frozen,” he commented. “It’s a pity that out of these, Frozen has been so short of stock because we have seen huge sales on the other ones.”

And as ‘Frozen-mania’ continues to rage into the second half of the year, retailers are putting the shortage down to ‘over-cautiousness from both Disney and the retailers.’

“Frozen has taken everybody by surprise.

“I think because Brave wasn’t so big, everyone was a bit dubious about taking Frozen stock. But it has just hit everybody by surprise, because it has been so massive,” Paula Leslie, manager and owner of Toy-Bocs-Teganau, explained.

“We had some Frozen products in at Christmas and they were pretty slow to start with, but as soon as the DVD came out, it became massive. I have now got a huge waiting list for the outfits.”Disney: 020 8222 1000

Dedicated monthly licensing coverage for the UK

News Media Opinion

NEWS


Wicked Cool Toys’ Sesame Street range set for UK release

Studio 100 touts brand trio in Vegas

Company will work with a distributor for a 2016 release

Maya the Bee, Vic the Viking and Heidi all being showcased on firm’s booth

by Billy Langsworthy

WICKED COOL Toys’ range of Sesame Street products is heading to the UK.

The US-based company signed a deal with Sesame Workshop to develop a range of seasonal toys featuring classic characters such as Elmo and Cookie Monster, with the collection set to land in the US in spring 2015.

And Wicked Cool Toys has now confirmed that the range will be making it to UK retail.

“We will be working with a local UK or regional distribution partner with likely release for spring/summer 2016 on the broad line and potentially limited items in market for summer 2015,” Jeremy Padawer, co-president and partner at Wicked Cool Toys, said.

Alongside seasonal toys, the new line will feature

balls, hoppers, sand toys, sprinklers and sandboxes.

Wicked Cool Toys is confident that the UK

market will welcome the range due to the longstanding history of the property over here.

Padawer continued: “Sesame Street has over 40 years of history in the UK beginning with HTV in March 1971 and continuing today with shows like Play

With Me Sesame, Elmo’s World and Ernie’s Great Adventures on The Disney Channel and Channel 5.

“We believe the multi-generational appeal of the key Sesame Workshop characters applied to a fun category like summer and seasonal toys means this range will offer a great deal of joy to kids who embrace Sesame and their values.”[email protected]

by Samantha Loveday

STUDIO 100 is looking to secure new licensing partners for its three flagship properties at Licensing Expo this month.

The firm will be showcasing Maya the Bee, Vic the Viking and Heidi on booth L193 at the Mandalay Bay Convention Center between June 17th-19th. It will be presenting numerous product highlights from its own range which includes toys, books, plush, games and audio dramas.

The team will also be looking to create a buzz around the September premiere of Maya the Bee: Movie. It is Studio

100’s first ever animated feature length movie and the firm is confident that it will strengthen the global brand further. The movie will be supported by a heavyweight marketing campaign in all territories where it is released.

Studio 100 will also continue to focus on CGI series Vic the Viking, which has already secured

a master toy partner partner – Simba Dickie – in GAS, Spain and Portugal, as well as publishing partners. The firm will be looking to extend both these categories.

Finally, Heidi will be coming to market in 2015 having been given a new-look CGI makeover.Studio 100:+32 477 751 366

Expo debut for Bulldog Licensing USNewest branch of agency goes from strength to strength with Mandalay Bay display following its 2013 launchby Samantha Loveday

THE US arm of Bulldog Licensing will be exhibiting for the first time at Licensing Expo this month.

Set up just over a year ago, the newest branch of the agency will be showcasing a wide range of brands from its portfolio on booth V181.

These will include Garfield, which holds the Guinness World Record for the most syndicated cartoon strips and is responsible for book sales in excess of 135 million copies to date, two feature-length live action films and three CGI animated movies. Meanwhile, The Garfield Show also airs on Cartoon Network in the US.

The firm will also be pushing the recently signed Outfit7 property Talking Tom and Friends franchise. Following on from the announcement of the new TV series, Bulldog will be looking to build a comprehensive licensing programme across the US and Canada.

Video games titles Saints Row and Dead Island (both from Deep Silver) are another brace of new

signings for the agency. Bulldog believes that both have strong potential across sectors such as apparel, accessories, books, posters and collectables.

New design brand It’s a Wildlife will also feature on the booth, with the property bringing together fashion, style and humour

through a blend of design and photography, topped with clever and funny captions. It will roll out across US and UK retail from Q4 2014.

“We are very excited about attending our first Licensing Expo and are looking forward to presenting a range of brands with considerable potential,” said Laurie Windrow, MD of Bulldog Licensing Inc. “All these brands are on an upward trend and potential partners have the chance to talk with us about how to capitalise on this.”

Representatives from Bulldog’s UK office will also be at the Expo, highlighting other brands including Plants vs Zombies, Life, Monkey and Bullseye.Bulldog Licensing:020 8325 5455

For more information please contact [email protected]

Represented in the UK only

DORA THE EXPLORER/BUBBLE GUPPIES/SPONGEBOB SQUAREPANTS - © 2014 Viacom International Inc. All Rights Reserved. SpongeBob SquarePants created by Stephen Hillenburg. TEENAGE MUTANT NINJA TURTLES - © 2014 Viacom Overseas Holdings C.V. DINOSAUR TRAIN - © The Jim Henson Company. All rights reserved. PAW PATROL - © 2014 Spin Master PAW Productions Inc. All Rights Reserved.

In order to apply for this position,please email your application along with your CV

Email: [email protected]

Our client is a leading importer and distributor of branded clearance toys, based in the North West.

In line with their current growth, they are now seeking to employ an ambitious, hungry salesman to assist with looking after existing customers as well

as looking to develop new customers.

The key responsibilities will be to work under the MD, helping to support him in developing existing customer relationships whilst at the same time

looking for new growth opportunities from potential customers, both in the UK and abroad.

The successful candidate will have at least 5 years experience as a senior sales executive in the toy

industry, with strong relationships and contacts with toy buyers being a distinct advantage. A generous

package, including a fully expensed motor car will be offered to the person who best fits this role.

This position will report to the Managing Director and your key skills must include computer literacy, along

with the ability to use Excel spreadsheets.

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Asobi: Safari boasts ‘biggest fi gurine off ering in the world’Firm is confi dent toy shops will embrace the educational aspects of new line


ASOBI FIRMLY believes the UK market will completely embrace its new Safari range of toys, which currently consists of 900 diff erent products.

With the ethos of ‘bringing nature closer to tots,’ the Safari collectionis made up of animal fi gurines across various diff erent species.

“We are extremely excited to be the offi cial UK distributor of Safari and have high expectations for the range,” Asobi founder Thierry Bourret explained to ToyNews.

“Not only is it the largest collection in the world, it is the highest quality, best value, most authentic and the brand has truly creative ideas. Safari is a brand that takes immense pride in the product. The toy industry should be excited about this brand as not only is Safari the biggest fi gurine off ering in the world, it has produced some fantastic products that are truly unique.”

Bourret continued: “Each fi gurine in the Safari

collection is hand painted and highly authentic. The brand is proud to be behind the largest dinosaur fi gurine collection in the world and is famous for the Carnegie collection, which has been authenticated by Carnegie Museum of Natural History.

“Safari is a very exciting company with its fi nger on the pulse.”

The Safari collection currently features 900 diff erent products, but the fi rm aims to introduce between 75 and 100 news fi gurines each year.

As well as the expansive nature of the range, Asobi was drawn to Safari due its educational and environmental focus.

“Not only does Safari promote imaginative play, but the brand is passionate about teaching children the importance of conservation,” continued Bourret.

“A completely unique educational element to Safari is that each and every fi gurine has the name of the species on the side and on the tag, the

name is printed in three diff erent languages.

“The brand is consistently thinking of ways it can teach through imaginative play.

“As each fi gurine is incredibly realistic, the brand has ensured that children can really understand the diff erences of species.

“With other products including life cycles and bug jars, Safari has gone that extra mile to develop the range making it fun and interesting for every child. Safari also provides the perfect tools for school projects.”

Safari’s new Toobs collection allows children to buy entire species rather than individual fi guresand Bourret is confi dent that the range has a collectable appeal.

He concluded: “Whether the little ones wish to collect them, share them with their friends or use for crafts, it has opened up a way in which figurines can appeal to even more children.

“Safari will be launching 75 new products in January and the loyalty behind this brand is fantastic – once you choose Safari, there’s no looking back.”Asobi: 01628 200077

The loyalty behind this brand is fantastic. Once you choose Safari,

there’s no looking back.Thierry Bourret, Asobi


NEWS


Commotion Distribution brings Beleduc to UK

Stinkee Linkee to embrace pre-schoolers

New collection includes pre-school and nursery toys, plus a range of soft puppets as Commotion expands its portfolio

Scratch and sniff version will see youngsters linking via smell

Check out more from Laura Warner online:www.mummyszone.com and on Twitter @MummysZone.

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: Laura Warner

OUR CHILDREN have been brought up in the iPad, DVD and computer gaming generation and I hate it. What happened to having an imagination and building a den or playing with Play-Doh and just simply doing what a child should be doing?

Oscar is four now and from day one I knew I did not want him to be a child that sits in front of the TV or plays on an iPad. My opinion is that there is plenty of time for all of that in the future, but right now it is important for him to learn through play.

Being the only grandchild on both sides of our family he gets inundated with toys at Christmas and birthdays, yet he treasures them all and takes great care of them. Oscar has a play table in the dining room that at the moment is covered in Playmobil where his little imagination can run wild and he can play with it for hours, like I did as a child.

Playmobil was a massive part of my childhood and I still have the original dolls’ house in the loft at my parent’s house. When he fancies a change I put it away and we set up his wooden Thomas railway on there. The play table is without a doubt the best thing we brought, as leaving his toys out in one area at all times encourages Oscar to play whenever he likes.

Oscar also loves playing outside where he has a trampoline, playhouse, water table and a sandpit. We try to play outside everyday if the weather is good and he loves it. Toys are a massive part of Oscar’s life and a huge part of his development and I am positive he never would have learnt what he has from playing if he had been stuck in front of a TV or playing computer games. Oscar loves dinosaurs and whenever we go away we have to pack them and his animals in his Trunki to take with us. We can’t leave the house without him taking something to play with.

Oscar also plays with mine and Greg’s old toys that our parents have saved over the years. It is great to watch him reusing something that we had so much fun playing with as a child. It also brings back lots of fun memories, too.

Children should be left to be children, not rushed into the technology engulfed world that we live in today. Let them play with toys and encourage them to use their imagination as you will see greater rewards in the future. I have also found that playing with your children and giving them your time makes your relationship as parent and child so much stronger, instead of missing out on spending quality time together and plopping them in front of the TV.

I love being a big kid again and playing with Oscar and his toys and will continue to do it until he gets older and gets bored of playing with me.

By Robert Hutchins

COMMOTION DISTRIBUTION is introducing a new line of pre-school and nursery toys to the UK from German brand, Beleduc.

The firm will be kicking off its partnership by offering around 80 products including traditional puzzles, games and activity furniture.

Furthermore, for the first time Commotion Distribution will be entering into the puppet market with a selection of Beleduc soft puppets.

“Our existing range of wooden products was fairly small, so adding Beleduc has widened our offering, allowing much better choice for our customers,” Tim Coote, MD

of Commotion Distribution told ToyNews.

“Quality isn’t always obvious and the beauty of wooden toys is that the quality stands out.

“Customers like products that feel natural, are well designed and built to last. Beleduc offers this and more,” said Coote.

The range will be available to Commotion’s network of educational mail order resellers, which will be supported with a collection of free image banks, videos and e-shot promotions.

“Beleduc will be at home with Commotion Distribution and fits well with the other ranges we supply such as TickiT, Mojo, Top Class, EDX and Shaws,” concluded Coote.Commotion Distribution: 01732 773399


A SCRATCH and sniff version of Linkee is in the pipeline for pre-schoolers.

The game, which will not land on shelves until 2015, will see children make connections using only their nose.

“We’ve got an idea for a pre-school Linkee, it’s called Stinkee Linkee,” inventor Tris Williams told ToyNews. “It’s a scratch and sniff version where you guess from the smell what the thing is. You can have fun with that.

“We think it would be cool for three, four, five year olds. It probably won’t be released this year because we’ve taken on quite a few things this year with Dinkee Linkee and another

game which is a spin-off of Linkee, and we have our app which we are launching internationally.

Dinkee Linkee is for kids aged between eight and 12 and the game will see schools set up clubs to submit card suggestions.

“Kids love Linkee but it’s a little bit too hard for them,” added Williams. “So we’ve been working with

schools and they’ve been setting up some clubs with kids; they play the game, write some cards and they get their name and their school on the card. We send them a free game to say thanks.

“The plan is that this September we’ll soft

launch Dinkee Linkee at gift fairs.”

John Adams:01480 414361

‘Licensing is key to Back to School sales success,’ say RAB membersRetail Advisory Board stores admit that Back to School is less important, but licensed lines keep it on their radarBy Robert Hutchins

LICENCES AND hot brands are key to driving sales in the Back to School area, according to the ToyNews Retail Advisory Board.

Many toy retailers are ready to admit that the Back to School season is less important to them than it is to grocers, which have picked up the business since the demise of Woolworth’s.

However, thanks to the increasing demand for the latest character branded backpack or stationery, the end of holiday season is still on the toy retailer’s calendar.

“Licensing is key to our sales in this category,” said Brian Simpson, manager and toy buyer of ToyTown. “Every kid wants to be their own hero from TV or movies, so we make sure we have what they want.

“We focus on goods that not only sell in a high volume during the period, but also sell all year around. Licensed products fit in store a lot better and give us the opportunity for additional sales throughout the year.”

Stuart Grant, buying director, The Entertainer, echoes these sentiments.

“Licensing and character branded stationery sets toy retailers apart fromthe run of the mill discounters, who typically have very cheap packs,” he added. “They also probably drive more repeat purchasing, because brands and popular licences come and go.”

Helping the toy retailers to sell during the Back to School season is the increase in footfall as parents and children take to the High Street to pick up those last minute essentials they need.

“We do see a general spike in footfall at the end of the holidays,” continued Grant. “Back to School drives parents out to buy those last minute bits, so it definitely drives footfall. It’s not a big percentage of our turnover, but we

certainly change our stores to reflect the demand.”

And it is not only stationery and back packs that see increase in sales in the last weeks

of the summer holidays. Retailers also report a pick up in pocket money lines and educational toys throughout the period.

“We definitely see our pocket money items picking up in that time, because kids are back from

holiday,” continued Grant. It’s also a time when you start seeing what crazes are coming through. We have a massive craze with the Looms.”

Helen Gourley, manager and buyer for ToyHub, added: “Anything with an educational theme can do well during Back to School time. We have done well with times tables and world map posters from GB eye and educational games from The Green Board Game Company.

“Back to School can be an important time for us,” she continued. “But we try not to overstock as we find it is a difficult time to compete with a lot of low cost offerings from supermarkets.”

One supermarket that Gourley won’t have to worry about toy sale competition from during

this season is Morrisons, which admits that at this time of the year, “toys are not at the top of our customer’s agenda.”

“Back to School is normally a transitional period for toys as we move from summer to autumn/winter, so from a sales point of view, it is not an important time of year,” said Alan Gray, toy buyer at Morrisons Supermarkets.

“Our focus during this period is on traditional Back to School product areaslike kids’ school clothing and stationery, and while we do benefit from an increase in overall footfall, toys are not top of our customer’s agenda.”

Dedicated monthly retail coverage

News Data OpinionRetail Only


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

Stuart Grant,The Entertainer

Fiona Murray-Young,Toys R Us

Linzi Walker,Argos

Brian Simpson, Toytown

Neil Mitchell,Shop Direct

Annalise Quest,Harrods

Steph Strike,Asda

Ben Redhead,Firebox

Steven Bradley,Boots

Helen Gourley,Toy Hub

Miles Penhallow, Play-Room

Clare Barton,Sainsbury’s

Anything with an educational theme can do well during Back to

School time.Helen Gourley, ToyHub

RETAIL FORUM


Half-time catch upWe’ve almost made it through the first half of the year, and with relatively few casualties, too. Robert Hutchins asks the toy traders how they’ve faired so far, what they’re looking forward to and just how crazy is the Loom vogue?

BRIAN SIMPSON,MANAGER AND TOY BUYER AT TOYTOWN“We are extremely pleased with our performance during the first half of this year. We are 23.3 per cent up year on year, and this growth is set to continue with a number of superb new stores coming on board in the near future. Our expectations have been blown away and all we can do is keep on top of things and see where it takes us.

“Our best selling ranges so far this year are undoubtedly The LEGO Movie, Character Options’ Minecraft and Disney’s Frozen. It’s a pity that

Frozen has been so short of stock. One line that has been way above our expectationsis the Shimmer ‘n’ Sparkle Cra-Z-Loom Bracelet Maker from Character Options.

“We expect this to be one of our most demanded items for 2014.

“We are very excited about the new ranges that are coming in the second half. If you don’t look forward to the second half

of the year, then you are in the wrong business.”

STUART GRANT,BUYING DIRECTOR AT THE ENTERTAINER“This first half has been really, really strong for us. We are going to end the first half on a like for like basis and double digit growth, which is fantastic.

“We have seen really good reaction to the movies that have launched so far such as The LEGO Movie and Spider-Man, and we are gathering momentum at quite a pace and are on track for a record year. But it is still all to play for.

“This first half we have seen a craze – that I had a sneaking suspicion would

kick off, and we are right in the middle of it now – with the Looms. When I look back at this year, in ten years time, I think it will be remembered for the Loom Band craze.

“It’s probably the one that has taken us by surprise, in a really good way.

“We are looking to be really strong in the second half and the whole year and are very, very optimistic.

“We have got an unbelievable line-up of movies, with the Turtles movie, How To Train Your Dragon 2, Transformers and Guardians of the Galaxy.”

ALAN GRAY,TOY BUYER AT MORRISONS“The first half of the year has been great. We finished 2013 without any seasonal carry over, and have seen the knock on benefits in Q1 of 2014. Sales have been strong and we are just hoping for good weather to boost seasonal sales on outdoor toys.

“The boys category has performed fantastically so far this year, and the refresh to the LEGO Star Wars range has been very well received by customers.

“We are now looking forward to the next half

of the year. We have some very strong products and ranges going into store later this year, and we’re excited to see if they meet expectations.”

JANE HOLTOM,MANAGER OF CHESHIRE TOY SHOP“We are actually in our first year; we opened in November and it’s going very well. We are certainly hitting the modest target we have set ourselves, but obviously it’s all very new to us.

“My sister and I have run shops before, but not toys. We have been surprised just how much holidays and Bank Holidays boost footfall and sales.

“We are based on a farm, so a lot of our product is geared towards being a visitor attraction.

“We have lots of pocket money and collectable lines and lot of farm-based toys. We have been surprised with how popular jigsaw puzzles have been, purely because it is such a traditional thing.

“I think we will be quite seasonal, but that said we are getting known as being the local toy shop, and school holidays and nice weather definitely help us.

“We are both definitely looking forward to the next half of the year and what it can bring.”

AMANDA ALEXANDER,DIRECTOR AT GIDDY GOAT TOYS“We haven’t made any money. We have done better than we did last year, so on the whole I am positive, despite not having made any money.

“We are still quite new, so we are still building the business up.

“We have been around for about 18 month now.

“In that time we have seen some good lines. Rainbow Loom has done well for us so far. We bought Top Model in January at the advice of another toy shop, and that has done well for us. LEGO

Simpsons Minifigures are also doing well, and The LEGO Movie set sold well.

“Plush toys don’t seem to be selling for us right now and I don’t know why. We have taken on the Manhattan range to refresh the collection and make it a bit more attractive.

“Despite this, I am looking forward to the second half. Like most toy shops, it’s a case of making most of my money in the last month of the year. If I can hold on, hopefully December will see me make a bit of money.”

RETAIL FORUM


PAULA LESLIE,TOY-BOC-TEGANAU“These Loom bands, they’re massive. People aren’t just coming in to get one packet, they’re getting two, three, four at a time.

“The first half hasn’t been too bad, it helps having the half-term holidays. We’re a seaside town, so the caravan parks close over winter and don’t open until March. It picks up once they open and the summer holidays are nuts for us. Christmas isn’t as big as August here.

“Because of where we are, we haven’t got the competition from the likes of Argos, but obviously the

internet is a big factor. To combat it we use Facebook and run colouring competitions in store. We did one with Top Model last year, and it was a huge success. We are looking to do one with LEGO this year.

“Loom has obviously done well for us. We weren’t sure of it at first, but the local kids have got on to it, god knows how long it will last though. The LEGO Movie has also been massive, but we just can’t get the stock.

Frozen is another one. That has taken everybody by surprise, it’s been massive but there’s no product.”

SCOTT DICKINSON,MANAGER AND OWNER OF BAKEWELL TOY SHOP

“We haven’t done a comparison year on year yet, but it has been a little slow so far. It seems to be about the same as last year and that was what we expected.

“We are very affected by the wet weather in the Peak District, and we have had a fair bit of that this year. But the sun is out again, and when the kids are off, we triple and quadruple our takings. As soon as the schools are out, we are rushed off our feet.

“We have done well with the more unusual stuff, things that aren’t in High

Street shops. Retro has been really good. That has taken me by surprise, both kids and parents love it. My biggest selling toys are Jack in the Box, Spinning Tops and Kaleidoscopes. I can’t get enough of those.

“We are definitely looking forward to the next half of the year. We’re moving shop and it’s like when you move house, you have a clear out. We’re going to bring the jigsaws downstairs with a big display.”

STEVE KERRISON,MANAGER AND OWNER AT KERRISON TOYS“I think challenging is the word. And that’s mainly down to the internet.

“The retail side of the shop has been fine, but the internet has been challenging. Amazon prices and the sellers that are on Amazon are a concern.

“Some of these sellers, we can’t work out who the hell they are. We don’t know: a, where they get their stock from because suppliers say they are not stocking these people; and b, how they are doing it at the prices they are.

“Other than that, there are positives.

“Crazy Looms have been very, very good.

“We have the Character Options and the Grossmans line; it’s probably been the big success.

“LEGO is obviously flying, across everything. There isn’t anything in LEGO that isn’t working.

“Disney seems to keep playing down Guardians of the Galaxy, like they did with Frozen. But at the end of the day, there’s a good spectrum across a lot of manufacturers who support the independent trade, which is good to see, and you try to give them as much support as you can.”

HELEN GOURLEY,TOY BUYER AND MANAGER AT TOYHUB“This first half has probably been the most challenging. As much as there is in the news about economic growth, people have really, really struggled with budgeting for Christmas. January and February came, and customers weren’t spending unless they had to. The awful winter weather hasn’t helped.

“To counter it, we have managed our expenditure very closely and taken solid, steady lines rather than going for things that are overtly risky. We look instead at the long-term value of a toy and what parents will think is good value for money. Just because something is cheap, doesn’t mean it’s a good seller. For instance, we are doing really well with The LEGO Movie sets, Zelfs and the Looms.

“Since Easter Looms have been absolutely huge, people aren’t bothered if it’s Rainbow Loom or Cra-Z-Loom, they just want Loom. However, we have stuck with Character Options’ Loom because it’s a brand that parents recognise. It’s nice packaging, it’s been TV advertised and it feels like a good quality product. That quality is why people choose them over the £4.99 ones off the market. And because of that quality, we can make a little back off them too.

“For the second half, we are continuing to be a little bit cautious, getting the products that will offer us a good margin. We are looking for Frozen, it’s a key line and it has been practically impossible to get hold of.”

LUAN HALL,FAIRIES AND FROGS“We have been up every month since Christmas so this first half has been really, really good.

“I don’t think I could pick just one product, but we have definitely done well with the birthday market. Puppets are also a huge market for us. In fact, they completely wowed me.

“I have never sold them until I moved into this shop here, especially Finger Puppets.

“We are really looking forward to the Christmas market, we have a lay away plan in place, and the first time we did we were up 95 per cent on Christmas sales.”

MYSTERY SHOPPER

This month, Mystery Shopper takes a trip to some of the charming towns and villages of Northamptonshire in the search of a puzzle or game for an eight year old boy

Northamptonshire borders

CAPTAIN NEIL’S TOY CHEST 43 High Street, Wellingborough

NICHE COMICS 147 High Street, Huntingdon

Captain Neil looked every bit the pirate I was hoping, complete with bandana and multiple tattoos.

I can’t attest for Neil’s actual pirating history, but he did look very at home at the helm of the store, surrounded by a booty of WWE action figures and retro looking board games. I didn’t get the ‘ahoy’ I was after, but I suppose every pirate has his limits.

The store had a good mix of products, with younger toys like pirate puzzles, puppets and building blocks alongside action figures and construction kits for the older customers.

“Need a hand mate?” asked the captain.

I certainly did.“Most boys that age like

Turtles,” he said. “And we have got Turtles Monopoly.” He lead me to the front of the store, to a display unit filled with TMNT toys.

“Turtles are really popular at the moment. This is just like normal Monopoly, but with Turtles so it’s a bit more fun for kids.”

He was probably on to something there.

He then showed me some of the Mario Kart K’Nex sets.

“You can race the Mario Karts once you’ve built them

and drive them over ramps,”I admired his strategy of

re-interpreting ‘puzzles and games’ as ‘construction’, playing to his own strengths.

“The thing with puzzles,” he told me “is the parents always want to get their kids into them, but at eight years old, they’re not interested, they’re usually on their iPhones.”

I was distracted by Star Wars figures. “I am getting some Goonies action figures in soon too,” said Neil. I asked if there was much demand for them.

“Sometimes I just get the lines I like,” he replied, like a true pirate.

If Jack Dee ran a comic book shop, I am certain he would do so with almost 100 per cent more enthusiasm than the shop assistant stood before me in Niche Comics.

As I browsed the shop’s selection of comics books, books, collectables, action figures, table top games and War Hammer, I felt my very existence was an increasing inconvenience to the young man. His heavy sigh as I approached him confirmed my fears.

“Yeah, we have War Hammer and some games, but it depends if he’s into it.”

You could smell the apathy, I pressed the matter and asked what game titles were good for kids that age.

“Nothing we have here. I could order some but I doubt it will get here in time.”

After having him successfully pour cold water over my latest request, I decided I didn’t want to put him out and just said that it was okay.

“Other than that, we have some cheaper action figures down here, and then some more high-end stuff upstairs.”

That nugget of helpfulness really knocked the wind out of him and he sauntered back to the counter, picked up his comic and resumed reading.

I had a look upstairs. He hadn’t lied, there were shelves of action figures, LEGO sets, Doctor Who collectables and more. The store was decorated with comic posters, hand written notes, jokes and customer reminders. Perhaps this was just the way things were here at Niche Comics. Very niche.

Verdict: Captain Neil’s presented a strange dichotomy. The store had some great toys and a nice collection of retro board games. I was a fan of Captain Neil’s get-up and he clearly understood his regular customers. The service was very friendly and honest, but I was disappointed I wasn’t shown some of the games more in line with my brief.

Verdict: The handwritten notes that dotted the store suggested the shop was close to its regular customer base. Perhaps its staff were simply wary of ‘out of towners’? 2/5


3/5

MYSTERY SHOPPER


PLAYTIME TOYS AND GAMES 26 High Street, Huntingdon

WHEN I WAS A KID Nene Court, 27-31 Embankment, Wellingborough

JOLLYS TOYS AND GAMES 28A High Street, Thrapston

It was somewhere between the store owner’s third rendition on the xylophone and her delight as she laughed heartily at a ‘Snake Charming’ spinning top that I realised I had stumbled across an eccentric.

“I love working here,” the lady told me. “I love seeing the kids play with the toys and I always like to have a go myself.”

Half to me, and half to herself, the woman began talking about the stand of finger puppets, all 164 of them. I was full of admiration for her, here was a case of the right person for the job.

“The Killer Whale is one of my favourites,” she announced as I tuned back in. I asked her if she could suggest anything for an eight year old boy. “Oh yes, lots,” she exclaimed.

She pottered about the store in one direction, changed her mind and headed to a book stand.

“These activity books are entertaining.” They were, nearly as much as she was. “They have puzzles and stickers and funny pictures that boys like.”

The shop was bursting with toys, games, play-sets, plush and a lot more.

However, the majority did look a bit too young for an eight year old.

Nevertheless, the woman’s enthusiasm was relentless as she gathered a collection of Bamboo cars.

“All these are really sturdy, they are built to last. I know my boys used to bash their toys about a hell of a lot.”

The lady’s stories had me laughing, I could have stayed all day. But I knew I’d end up buying the whole shop if I did.

I used to agree with the Disney song playing over the store’s sound system. The one that infers that everybody wants to be a cat. However, after one look around the room brimming with toys, interactive demo areas, exciting displays and a four foot talking robot named Robbie, all I wanted to be was a kid again.

“Hello. You have a fantastic smile!” said the robot, flirting outrageously with me.

I couldn’t help but laugh, already the store had a great atmosphere.

“Good morning,” beamed a friendly shop assistant, “would you like any help?”

I told her I was looking for a puzzle or game for an eight year old boy.

“Have you seen the game Rush Hour?” I hadn’t, but that didn’t dampen her spirits, and she challenged me to a showdown. “It’s the real life version of the app game, and

kids love it.” I had to slide cars across a puzzle board to allow the important red car to escape the traffic jam.

“It comes with 40 different settings, this was the easy one,” she said, I think just to embarrass me.

She lead me to an array of traditional games such as Shut the Box and a game called Jungle Speed.

It was a card game in which the winner is the first to grab the totem.

“The real fun comes when you start hiding the totem in different rooms.”

It did sound fun. She talked me through

the collection of traditional toys and games, including the Chocolate Picture Maker, balancing robots and a science kit that could be assembled into any number of solar powered gadgets.

The choice seemed endless, and I felt like a kid in a toyshop.

The store was only small but filled with exciting toys including outdoor lines, plush, craft kits, books and toys.

With my task in mind, I headed to the wall boasting a collection of board games such as Chess, Mathable and Tyrannosaurus Rex. I particularly liked the look of the Wooden Pinball Game.

After a few minutes, I decided to ask for guidance.

The store owner presented me with a box. It was my old friend Rush Hour.

“This game is all about working out sequences and patterns so you can free the red car from the traffic jam.”

I then spied a treasure map game on the top shelf. “That may be too young,” I was warned, “but we do have this spy science intruder alarm, so he can build an alarm for his bedroom. It’s educational and building can be like a game.”

I was beginning to see a pattern among these wily store owners, and I like their thinking.

Verdict: Playtime Toys and Games has everything you’d want from a toy shop. A great selection of good quality toys, a friendly and relaxed atmosphere, toys ready to be played with and, of course, an eccentric toy-loving shop assistant. The store seems ideal for younger kids, with passionate service next to none.

Verdict: When I Was a Kid is an award winning toy shop with a great selection of traditional toys in store, online and for home delivery. The service was enthusiastic, welcoming, informative and showed real passion for the products. Situated in a miniature and oddly quaint retail park, When I Was a Kid is well worth the drive.

Verdict: Jollys may be small, but it is not to be overlooked. The customer service was knowledgeable with the ability to think outside the norm to offer a bespoke service.

5/5

4/5

SUMMARY

Toy shops are all about character. And this month, Mystery Shopper has certainly revealed a few of those. Enthusiasm goes a long way in sales, and while Playtime may not have had the product range required for this month’s mission, the shop still scores very highly for its unfaltering enthusiasm and endearing eccentricity. It takes passion to sell product, and when those people routinely dress as pirates to promote their brand, then commendations will follow. Captain Neil had great product and customer knowledge. With a little more time spent asking questions, the Captain would have secured a sale. While Jollys is a charming local toy shop, accessible to everyone, Niche Comics appears content with its base of regulars. This month’s Star Store is, of course, When I Was a Kid, boasting both superb service and product range.

STARSTORE

4/5

INDIE RETAILER FOCUS


Fairies ‘n’ FrogsTell us about your store.Fairies ‘n’ Frogs is a different style of toy shop, full of new and traditional toys, generally not seen on the High Street.

I opened my doors to the public in 2010, I started out in a small pop up shop but after four years and plenty of demand, made my move to the High Street. This worked until my landlord went bankrupt, but I secured a third spot from which I now trade. Mine is simply a company built on a dream, and run to help make dreams come true.

What is your background?I was a mum, with a background of retail travel agency. I broke my spine in a car accident, and was told I would never walk again. I had many months of recuperation, and a lot of time to plan my future. I had been dreaming of running my own business for years and one day, when overhearing mothers talking at the school gates, I had a light bulb moment.

I carried out a lot of research and interviewed over 500 local people on their thoughts about a local, good value toy shop. It seemed the main requirement was for a store with last minute gifts for those with no time to order online or travel to towns.

With the help of Business Link, Wenta and the local council, Fairies ‘n’ Frogs was born.

What does Fairies ‘n’ Frogs offer?I provide a relaxed, child-friendly environment to help parents shop easily. This includes buggy and wheelchair access and baby feeding and changing facilities. Customers are like family and are my number one priority. Largely what I sell is down to them.

What toys do you stock and what is selling well for you?My products mostly come from local and UK based companies, mainly family run and small businesses.

I personally source and check the products for safety and quality before purchase. I buy one or two of these at a time and see how they sell.

My biggest selling range at the moment is Green Toys from Bigjigs Toys.

How has the Q1 been?Amazing. We are up for a third year by about 11 per cent. Our customer base is all local trade, we do not sell online, yet.

We have many people coming in from out of town to shop here.

What range of customers do you attract and how do

you promote to your local community?My age group is birth to around ten years old. This attracts parents and grandparents, aunts, uncles and child-minders.

Being the chair for the town’s Chamber of Trade, I am quite well known in the community. I am very

active within the local support groups for the gala day and Christmas lights committees.

Just being available for school fetes and any outside event helps me promote my shop. Most of my business is word

of mouth. Putting in for awards helps get my name out there in the surrounding counties.

Have you won any awards?We have won quite a few awards over the past couple of years, including; FSB Bedfordshire Best New Business 2012, Best

New Business Rising Stars Premier Newspaper 2012 and East of England Business Champions Best New Business 2012.

What is having the most impact on your business at the moment?

Receiving my rates through and finding out they had been reduced by £1,000 for the next two years was amazing.

It was a new EU subsidy applied to small businesses under 50,000 rateable value. This means I have the money to employ a Sunday part timer enabling me to be open seven days a week.

What is next for you and your store?I have just bought out a business that closed down in town and incorporated in to the shop.

This was a build a bear type business. This has taken us into doing birthday parties, which is a new venture for us. I am also currently working on doing home toy parties with party planners running them.

Customers are like family and are my number one priority. Largely

what I sell is down to them.Luan Hall, Fairies ‘n’ Frogs

Following a car accident, toy shop owner Luan Hall was told she would never walk again. Today she is on her feet and running an award-winning store in the heart of Bedfordshire. Robert Hutchins reports

For further information call us on 01732 773399www.commo t io nd i s t r i b u t i o n . co.uk

Award winning educat ional products

Viewer Magnifier Weaving Frames

inspire engage educate

First Kitchen

BRAINSTORMK’NEX

GIBSON GAMES

Brainstorm introduces its new T-Rex Projector and Room Guard. The dinosaur model roars into action to warn off trespassers with fi ve diff erent sounds.

The T-Rex is also a projector and can display up to 24 realistic dinosaur images, up to one metre wide, on to bedroom walls. The Projector also features secret codes that can be used to unlock bonus dinosaur facts online.

Aimed at children aged three and above, the projector is available from August this year.

Meanwhile, The Original Glowstars Company launches its new Astro Dino Torch, projecting various dinosaur scenes on to bedroom walls. The Glowstars collection also welcomes Glow Crescent Moon, a glow in the dark crescent moon with a collection of 15 stars.

This year also sees Brainstorm launch its Aqua Dragons Jurassic Time Travel range. Jurassic Time Travel Eggspress is an egg-shaped tank featuring everything needed to hatch

and grow Aqua Dragon pets. The set features a sleeping dinosaur at the base, and with a push of a button a baby dinosaur blows air through the tank.01200 445 113

The K’Nex Education line-up includes four new Building Sets, each aimed at students aged nine years and up. The K’Nex Education Simple and Compound Machines set includes 332 parts and

encourages students to investigate and experiment with machine models. K’Nex Education Investigating Solar Energy includes a unique solar panel, motor and capacitor.01189 253 270

My World puzzles have been developed with Dr Amanda Gummer and feature 19 products in the range. Aimed at ages 18 months to fi ve years, they have been designed to help develop skills such as

vocabulary, numeracy, logic and motor abilities.

The fi rm introduces My Body and My Space Adventures: fl oor puzzles that educate kids about the body and the solar system. 020 8661 8866

JOHN ADAMS

Known for its range of educational science kits featuring gross and explosive twists, John Adams continues to provide kids with fun science this year, as the fi rm develops its Action Science portfolio, while supporting its established lines.

The snap together electronics set, Hot Wires encourages budding scientists with over 100 things to build including a Burglar Alarm, Spinning Disk

and Lie Detector. Supported with TV advertising, the set will be revamped for 2014 with a fresh look.

Meanwhile, the fi rm continues with its key selling Gross Science range, featuring kits at key price points. The TV advertised collection includes kits

to create a life size brain, making a stomach vomit and discovering what is living between your toes.

New to the range, Silly Science for Pranksters encourages children to

learn science facts at the same time as having fun. Kids can create up to ten pranks to play on their friends and family – learn how to make water levitate and soak their friends with it or trick an acquaintance with a ball that suddenly loses its bounce.

Another strong performing line the fi rm is continuing to drive this year is the TV advertised Dr Toxic’s Slime Lab. The working laboratory set allows kids to create slime by mixing the colours, spinning in the mixing chamber and pumping into cool barrels.

Licensed ranges continue to be a key focus for John Adams in 2014, with a

refreshed New Scotland Yard Forensics Kit and the Trash Pack Science Kit, featuring Trashie characters and showing kids how to perform ten gross experiments.01480 414 361

VTECH

The Switch & Go Dinos Turbo range features dinosaurs with fl ywheel design, allowing the characters to charge up and race for up to 20 feet.

The line includes the Switch & Go Dinos Turbo assortment, the T-Rex Launcher and the Triceratops Deluxe Launcher, all for three to eight year olds.

New to the Switch & Go Dinos Turbo range is Zipp the T-Rex, Dart the Triceratops, Spur the Stegosaurus, Fray the Ankylosaurus, Cruz the Spinosaurus and Spinner the Stygimoloch. Not only can children transform the dinosaurs into various racing vehicles, but with the push of a button, they can listen to over 25 sounds and phrases.

The T-Rex launcher encourages kids to race as either a dinosaur or a vehicle, by pressing the handle down to charge it up, push the launch button and let it race. The faster kids push the handle, the further the dinosaurs will be launched, racing for up to 20 feet.

Completing the line is the Triceratops Deluxe Launcher Play-set, featuring an exclusive Triceratops vehicle, launcher and volcano play-set. Kids can charge up their dinosaurs, aim and race them under the volcano to see it erupt, fi ring lava pieces in the air.

Switch and Go Dino lines continue with Lex the T-Rex, Commander Clade the Velociraptor and the Mega T-Rex. Autumn/winter will see the launch of two higher priced lines.01235 555 545

SECTOR GUIDE: SCIENCE & EDUCATION


Nobel surprisesEinstein, Newton and Pascal; they all had to start somewhere. This month, Robert Hutchins rounds up the latest in science and education, all designed to set youngsters on their way to Nobel Prize fame



INTERPLAY

Interplay’s science and nature collections are expanding this season with new additions to the My Living World range alongside

a new look for the popular Wild Science range.

TV nature specialist Nick Baker continues to endorse the My Living World

brand with informative guides written by the nature TV presenter himself. “With price points ranging from £9.99 to £14.99, these nature kits are professional and highly informative,” says the fi rm.

2014 sees a further

addition to the My Living World collection with Butterfl y World, with it already surpassing the fi rm’s high sales expectations. Butterfl y World is a hands-on nature study project that contains the equipment required to collect caterpillars and observe the life-cycle of butterfl ies.

There’s a brand new look to Interplay’s Wild Science collection that sees the entire range rebranded with a new design and more compact packaging.

Meanwhile, with the addition of four new kits, including the Secret Spy Workshop and the Crystal Growing Studio, sees

Interplay celebrate it’s ‘strongest portfolio yet.’ Children can build their own kaleidoscope with the new Kaleidoscope Studio, containing all the scientifi c know-how to turn light refl ections into coloured images.

Furthermore, for younger children, the science of engineering is continued with GoldieBlox, a concept that combines a book featuring Goldie the Girl Inventor with a variety of construction sets. The range is designed to inspire young girls to enter the

world of engineering. Each set includes an illustrated story book and construction project which is built as the story develops. Priced between £19.99 and £24.99, the series will include Spinning Machine, Parade Float and Dunk Tank.01628 488 944

LEAPFROG

TRENDS UK GREAT GIZMOS

This season, LeapFrog highlights the latest additions to it science and education portfolio: The LeapReader Solar System Adventure Map and the LeapReader Human Body Discovery Pack.

Part of the award-winning LeapReader content collection, the Solar System Adventure Pack allows children to explore the solar system and discover planetary facts across a three foot fold-out map.

The double-sided solar system map off ers

over 40 family friendly activities, over 240 audio responses and bonus interactive stickers. “Designed specifi cally for little learners and created in conjunction with an astronomy professor, this accurate map is an exciting way to introduce children to the solar system,” says the company.

Aimed at children aged four to eight, LeapReader is an electronic learn-to-read-and-write solution, and has received votes of confi dence from primary

school teachers from across the UK.

Also joining the line-up is the LeapReader Human Body Discovery Pack – retailing at £16.99. The two-sided fold-out chart and game board provides kids with an interactive and engaging way to learn about the human body.

The pack helps kids explore human biology, body systems, health and nutrition with more than 300 interactive responses from 40 learning activities.01895 202 840

Trends UK’s experimental kits such as the Chemistry Lab and Crystal Kit remain key, while it also continues to evolve its licensed

off ering, recently switching from National Geographic to Discovery Channel.

The Haynes engines range has enjoyed growth, too, with the introduction of a new V8 engine.

Trends has developed a new 360 Microscope for launch under the Discovery Channel brand. Due in autumn/winter, it features a 360 rotatable wide-angle eyepiece. The fi rm’s fi rst V Twin Motorcycle engine is also due.01295 768 078

Great Gizmos welcomes a host of new items to its 4M range of science kits, while it bolsters its electronic kit portfolio with Tin Can Calculator and Dynamo Circuit Board.

For nature lovers, there’s Grow A Maze, while young scientists are encouraged to launch mini rockets with the Pump Rocket Science kit. Pocket money lines include the 4M Micro Rocket and Tornado Maker.01293 543 221

TOY ESSENTIALS

UK distributor, Toy Essentials has recruited three big names in the science and education sector, which the fi rm hopes will capture the imagination of youngsters.

Popar Toys is an electronic play concept that uses Augmented Reality 3D technology to create an interactive play experience with a science and nature theme.

Kids can choose from three 3D books themed around Planets, Bugs and Dinosaurs. By holding the book to a smartphone or tablet, the page then leaps into action.

Meanwhile, Hoberman off ers a range of educational toys. These include the Hoberman Sphere, a geometric construction resembling a geodesic dome that expands and contracts.

The Hoberman retail collection, available exclusively in the UK and Ireland from Toy Essentials, includes a 1.2 metre diameter Mega Sphere, a Glow in the Dark Universe and Rainbow Spheres. A selection is also available in mini formats.

Finally, this year the fi rm introduces a new concept to the UK through its Dunecraft range.

Designed to teach children about growing plants indoors, the Dunecraft portfolio includes Carnivorous Creations, a selection of seeds including Venus Fly Trap, the Dinosaur Park featuring prehistoric ferns and lava rock as well as a Butterfl y Glamour Garden. Each set is packaged in a plastic tub containing everything to germinate the seeds.01285 762 039

Gemma Porter, Account and Marketing Manager, Interplay

We take the business of science and education seriously, but without forgetting the fun

element.2014 has had a promising

start and there’s a lot to be excited about, not only with

the rebranding of Wild Science and the launch of new My Living

World kits, but we are introducing a new range in GoldieBlox.

“

”

SCIENCE & EDUCATION

ORCHARD TOYS DKL

With the ethos of ‘learning made fun,’ Orchard Toys produces a range of traditional board based games and jigsaws.

This month, the fi rm highlights some of its titles designed to aid with hand-eye co-ordination and other motor skills in its activity based puzzle range. Colour Match, Farm Opposites, Alphabet Match and Match

and Count each provide ways for children to learn key early years skills in literacy, counting and colour.

Colour Match encourages colour recognition through familiar illustrations. There are 12 fi ve-piece puzzles in the set.

Meanwhile, each of the 26 two-piece jigsaws in the Alphabet Match collection feature amusing illustrations, as well as the letters of the alphabet and words.

Farm Opposites is made up of 24 farm themed, two piece puzzles, illustrating the concept of opposites in ways for children to understand, while Match and Count contains illustrations to represent the numbers one to 20.01953 859 525

DKL is championing its collection of Minilands educational toys this month. The extensive range includes Science Tins and Aptitude Sets, following key subjects found in the school curriculum.

Minilands Science Tins encourage kids to explore the world of physics, chemistry and biology. New for 2014 are the Colour Lab, Volcano, Colour Mixer and Aqua Filter, each complete with an educational booklet.

Meanwhile, the Electronic Science kits kit off ers working parts such as lightbulbs, motors, magnets and more. Electrokit 88 allows kids to attempt 88 diff erent experiments from an instruction booklet, while Electrocombi 49 can create a moving car or boat.

Launched this year is the Minilands Educational Corner, a range of items designed to aid learning. The 14 new sets come packaged in suitcases and include themes such as Activity Timer, Animal Lacing and Mobile Math.01604 678 780

Simon Newbery,MDOrchard Toys

Education is at the heart of every product we make, so the sector is hugely important to us and we are well recognised

among consumers for this. There is always strong support from parents for good quality educational product and an

increasing number are buying into the traditional values

associated with the Orchard Toys brand.

“

”

Toyin Oseni,DKL

Miniland Educational products are growing in popularity due to

their great educational value and fun content.

We are very excited to see them progress throughout the year.

“

”


ASOBI

BIGJIGS

SAMBRO

KD UK JUMBO GAMES

Seedling is one of Asobi’s most signifi cant brands and the fi rm reports continuing success since its UK launch two years ago. The New Zealand born brand is now on a mission to inspire minds and imagination with its range of craft kits.

Seedling has a line of craft kits that appeal to a wide range of interests. Among these is a collection of science and nature kits, helping to encourage the natural scientist or explorer in youngsters. Among the science kits are the Erupting Volcano and Worm Farm.01628 200 077

Bigjigs Educational range has been designed to help kids learn the basic concepts of numbers, letters, colours and shapes.

New for 2014 is the traditional ten bar Abacus, with ten rows of beads, allowing youngsters to develop their numeracy, while enhancing colour recognition. The Abacus can stand on the fl oor or be attached to a wall.

Bigjigs has also introduced a Wooden Fraction Puzzle, introducing counting and mathematical problem solving using puzzle pieces.

Both the Bigjigs Wooden Clock and Magnetic Weather Board have also received new looks, with the products now sporting bright colours and updated designs.01303 250 400

Sambro is launching a new science and educational range in a distribution deal with Australian toy fi rm, Tree Toys. The alliance will see Sambro introduce the BBC Earth Science range to the UK.

The initial collection features four kits that enable kids to explore real science. The range includes kits such as Future Farm Laboratory, which encourages kids to grow and

eat their own food, and Eco Forensic Laboratory for children who aspire to be a planet saving detective.

Further sets include The Volcano Laboratory featuring volcanic bombs, lava fl ows and more, and the Storm Catcher Weather Laboratory, featuring wind speed measurement equipment, a compass and a solar UV sensor.0845 8739 380

The Kurio Tab Series comes with motion control and is available in two sizes, Kurio Tab (seven inch) and Kurio Tab XL (ten inch). The fi rm also has Zoom It, a 30 x magnifi cation zoom that can be attached to any tablet or smartphone and allows kids to explore the microscopic world. Finally, there is the In The Night Garden Fun and Learn Projector.01727 827 194

Goula encompasses children’s play and early development. The game range features the Goula Calendar Clock, helping kids learn seasons, weather, days and time, plus the Forrest Stacking Cubes that aid toddlers to build with numbers and animals. Goula’s puzzle collection is completed with the wooden peg farm, jungle, countryside, pet and sea animal lines.01707 289 289

DISCOVER

www.ravensburger.co.uk

Sales Hotline 01869 363800

29755 Doc McStuf

21 designs to choose from

The possibilities are endless!

mandalas young artists

HASBRO

With the new Play-Doh Cake Mountain Play-set (£19.99) there are tons of ways for children to make amazing cake creations. The fun

starts at the top when they load one of three diff erent cake moulds with Plah-Doh compound, then ‘press and pop’ to make a cake.

Use the half moulds on the play-set to add fun details and Play-Doh treats, then pile on the Play-Doh Plus frosting. Separate the bottom layer to uncover more half moulds and fun ways to play. Kids can even decorate the outside of the cake, adding colourful plastic candles or turn them

into Play-Doh lollipops.Moving on, and the

DohVinci Style & Store Vanity Kit (£19.99) is for ages six and up, allowing them to keep their room just a little more organised with a customisable place to store their favourite things.

Use the styler tool to make the mirror and drawer set completely unique with colourful designs that pop.

Once the DohVinci design is complete, children can assemble their vanity and it becomes the

perfect place to store jewellery, notes and other favourites.020 8569 1234

VIVID IMAGINATIONS

This autumn sees Crayola launch the Marker Maker (£22.99) into its off ering.

Making it easy to create custom coloured markers in minutes, kids can either use the mixing guide or let their creativity run riot to create unique colours. Included with the Marker Maker are

customisable labels and marker boxes that kids can colour in, enabling them to truly make their own colour combinations.

Budding jewellery artists can create dazzling charms

with the Crayola Creations Beadola Charm Maker (£19.99). Users can create up to 120 personalised and unique charms in a range of diff erent designs, colours and eff ects.

Meanwhile, new to the My First Crayola collection is Doodle Magic Colour Mat

(£19.99), a new marker and drawing surface systems for toddlers aged 36 months and up.

All three lines will be TV supported from launch and through the autumn.

In addition, Crayola is gearing up for its biggest back to school programme ever this summer.

To support its broad stationery off ering – across crayons, pencils, markers and paint – there is also an on-pack promotion in association with Odeon and Aardman Animations.

Called My Crayola Movie, the promotion is available across 12 and 24 Coloured Pencils and Supertips and includes two off ers.

Kids get the chance to go free to any Odeon kids screening at their

local cinema with any promotional pack.

Plus via mycrayolamovie.com kids can download

a free trail of Animate-It, which can transform their doodles into animated short movies and win their own red carpet premiere at their local Odeon.01483 449944

WEST DESIGN

The Creativity for Kids range – solely distributed in the UK by West Design – has a number of new additions to its craft kits that will appeal to all ages.

The mini kits range now has more than 30 kits including a brace of newcomers: Duct Tape Wallet and More Origami. As well as the individual units, there are also three diff erent counter top display units available.

Further to the success of the Sew Cute range, the fi rm has expanded it to include Bubbles the Octopus. There are also ten new large CFK kits for autumn/winter including the Doodle Socks Knee High. Wonderful Washi Tape kit, meanwhile, is a cute

customisable storage box including the Japanese paper tape.

Other new kits are the Duct Tape Water Bottle and Duct Tape Dragster.

Also solely distributed in the UK by West Design, Eberhard Faber is one of the leading brands for children’s stationery and craft products.

It includes pastels, paints, pencils, chalk, face paints and plasticine.

Finally, the popular LEGO Stationery line continues to grow with a number of new products. These include The LEGO Movie items, which will only be available for a limited period of time.01303 297888

SECTOR GUIDE: ARTS & CRAFTS


Grand designsA solid year-round performer, the arts and crafts sector of the toy market caters for all price points and all skill levels. From big names such as Crayola and Play-Doh, through to Hama and the current loom craze, there’s something to suit everyone. Samantha Loveday takes a look

TOBAR

Busy Tobar has a raft of arts and crafts products – indeed the company’s CEO, David Mordecai, believes its collection for 2014 is better than ever before.

The Edible Sweet Art mini modelling kits (£12-£20) are unlike any other, as once the sculpture has

been built, you get to eat it. Sweet Art kits include blocks of sugar dough that can be moulded to any shape, while Chocolart sets come with chocolate drops that can be melted down and poured into specially shaped moulds. Themes include animals, sweets, cupcakes and chocolate houses.

Meanwhile, Crafty Books is a new range of 11 books (£4.99-£9.99) to get children earning new skills or creating models. Each book comes with detailed instructions and themes include dinosaurs, balloon modelling, juggling, fashion designer and magic tricks.

Haynes Construction Books (£10) each contain over 30 pages

including trivia relating to the theme, press-out cardboard model kit and detailed step by step instructions in the Haynes manual styling. There are two choices: Thunderbird 2 aircraft for those who love the retro space series or Wallace and Gromit’s famous Techno Trousers from The Wrong Trousers.

“Our arts and crafts range for 2014 is better than ever before,” says David Mordecai, CEO at Tobar. “We’ve secured exclusive distribution in the UK and Ireland for the Edible Sweet Art range which is truly delightful. Our Crafty Activity Book range lets children get hands on, with 11 titles to choose from. For slightly older

children, we have Haynes Construction Booklets including Thunderbirds and Wallace and Gromit’s Techno Trousers. Packed full of information and trivia these press-our cardboard models will entertain for hours.

“So whether it’s rainy afternoons or travelling, Tobar has some brilliant arts and crafts products.”0844 573 4299

RAVENSBURGER

BIGJIGS PAUL LAMOND

Ravensburger is the number two craft company across Europe (source: NPD) and has a vast off ering for retailers to choose from.

Its unique Mandala-Designer concept is popular with British consumers and off ers a wide range of subjects and designs suitable for ages four to eight. These include Disney Princess, Doc McStuffi ns, Hello Kitty and Monster High. The range has now been augmented with the introduction of the Outdoor Mandala-Designer, ideal for the summer.

Outdoor Mandala-Designer contains a large plastic stencil, measuring 57cm in diameter, plus six chunky coloured chalks and

instructions. Now budding young artists can turn any paved surface into an art gallery by placing the stencil on the ground, choosing a chalk and starting to draw around the stencil shapes – and the design can (if required) simply be washed away at the end of the day.

Each large plastic stencil contains plenty of diff erent shapes and designs to help budding artists create their fi nished designs. There are four titles to choose from – Flowers and Butterfl ies, Romantic Garden, Fairy Dreams and Animal Fun.01869 363800

Bigjigs off ers a wide variety of arts and crafts products including favourites such as the Wooden Junior Arts Easel. There are three diff erent creative opportunities including a whiteboard, a chalkboard and the paper roll (which can be attached to either board). The set is completed with four paint pots, a paper roll, chalks

and eraser. Meanwhile, Bigjigs also has the French Knitting Doll.

The set comes with a wooden knitting doll, four balls of coloured wall and a sturdy wooden knitting needle. Once they have the hang of this, children can extend their skills and learning with Bigjigs traditional Weaving Loom.01303 250400

The Pintoo vase is a three-dimensional puzzle that initially features four classic Asian designs.

The fi rm also has new additions to its Crafty Kids Make Your Own Puppet kits, plus its Brain Noodles line. Paul Lamond also has Pretty Ponies and Makeover Friends from the Chimp and Zee range.020 7254 0100

DKL

Hama Beads are the number one selling art and craft bead brand, off ering the largest range of bead sets and accessories in both generic and licensed characters.

Recently launched lines include the Space Mobile set, which helps to take children’s imaginations to outer space, and the Football set which allows them to make their favourite football teams.

Window decorations is great for bringing our creativity, or the hanging gift boxes Mermaids and Dinosaurs make good gifts at good price points.

Meanwhile, the Jewellery sets off er something diff erent to the range – lines include Fashion Jewellery, Bracelets, Hair

Clips and a new Charms set. The Open Gift Boxes include 6,000 beads and six diff erent pegboards, with the sets available in various sizes and all have competitive price points.

There are also Big Tubs available in a number of sizes and colour themes.

Another growing part of the Hama collection is Maxi, which is for ages three years and up.

A larger bead designed for smaller hands, the Maxi sets off er a good introduction into the core Hama range with its easy fun designs.

Highlights include the new blister packs in designs including an Owl and Rocking Horse, as well as the new Giant Gift Box.01604 678786



Our arts and crafts range for 2014 is better than ever

before. So whether it’s rainy afternoons or travelling, Tobar has some brilliant

arts and crafts products.

“

”

JOHN ADAMS

John Adams is further expanding its successful arts and crafts range, with the new BLOpens line leading the way.

Targeting ages four and upwards, BLOpens introduces the concept of colouring by blowing ink directly onto paper. Washable and non-toxic, the range will contain a variety of packs from low price point sets suitable for spring/summer, up to the larger Super Activity Workshop.

A host of licensed BLOpen kits will also appear from launch including Teenage Mutant Ninja Turtles, Disney Princess and Minnie Mouse Bow-tique.

A TV ad campaign will drive the range, along with dedicated in-store demo activity and PR.

Meanwhile, the Studio 3D Card Maker allows children to make their own 3D morphing cards.

They simply choose their image, add a lenticular lens and wind it through the card machine to make 3D animated cards.

The packaging will include a 3D moving image to showcase the unique feature of the product at point of sale.

The set includes 20 cards and will be TV advertised.

New for autumn is B-Creative – 12 new arts and crafts kits aimed at ages six and up. The collection features four diff erent sub-sections: B-Arty, B-Crafty, B-Glitzy and B-Fab.

Having secured the Tatty Teddy licence for 2014, John Adams will be releasing the

Tatty Teddy Make a Bear kit into stores in July. The set comes with co-ordinating accessories, pre-punched holes for easy sewing, plus a birth certifi cate and the classic Tatty Teddy patch.

Finally, the Jelly Fun Slushy Maker joins the Chocolate Lolly Maker and the Golden Coin Maker in the fi rm’s Food Craft range. It is easy to use and comes with Jelly Dispenser Carousel,

sweet mould tray, spoon, jelly cube cutter, three plastic glasses and three straw spoons.

Available this month, it will be supported with a heavyweight TV campaign.01480 414361

RE:CREATIONRe:creation’s Fun Loom continues to make waves in the creative play aisle, and is also backed up with some extensive marketing support from the fi rm.

Priced at £9.99, the silicone bands are specially designed so they won’t fade, snap or pull on skin and hair making them ideal for weaving rings, bracelets and bobbles.

Re:creation says that the four-row loom is perfect for little wrists.

However, it also allows for creative and detailed designs and encourages imaginative play for children aged eight and up – whether they are looking to perfect the Ladder, create a cool Double Braid or fashion a Fishtail.0118 973 6222

EPOCH Epoch boasts two types of Aquabeads – Solid Beads and Jewel Beads.

The range includes the Double Pen Set, Jewel Rings Set and the Jewel Starter Set (which comes with over 800 beads), as well as new licensed lines such as the Hello Kitty Fashion Set and Hello Kitty Nail Art Studio.0843 557 4062

INTERPLAY

The fi rm is expanding its myStyle craft collection and introducing new ranges such as Craft Box and Mr Men and Little Miss.

New lines include Festival Jewellery, Shrink Design Jewellery and Super Loop Bands. The 17-strong myStyle range is supported by TV advertising, online social media and an advertorial campaign across teen magazines throughout the summer. Price points range between £7.99 to £19.99.

One of the major kits this year is Festival Jewellery – nine festival themed pieces can be fashioned by following the 16-page step by step activity guide

and using the colourful feathers, beads and cords which are included.

Craft Box, meanwhile, is a collection of kits that encourage a child’s imagination, inspiring both role-play and intelligent thinking while enhancing their creative skills. There are ten diff erent projects to choose from (priced from £7.99) including Fairy Garden, Paint and Play Ponies and a pirate-themed Theatre Land kit.

Finally, the Mr Men and Little Miss craft range includes The Mr Men Dough Kit and The Mr Men and Little Miss Story Book Maker (£9.99 each).01628 488944



MARBEL

Marbel brand Meadow Kids has a range of arts and crafts lines including various stencil kits and stamp sets.

The stamp sets are themed with either dinosaurs and aliens, or fairies and teddies.

New to the collection for this season are the Fingerprint Friends sets which include ink pads, stamps, booklets, pencils, cards and envelopes.

For the designers out there, Meadow Kids also has a fashion designer set which comes with models, glitter glue, pens and stickers to design an outfi t for the model.

The range also includes activity sets with education and learning in mind.

The alphabet and colours learning set and the number and shapes learning set allow children to get to grips with both activities, while enjoying the creative element in the sets. The pocket charts also aid learning as they include both upper and lower case fl ash cards.

Toy brand Hape has a wooden all-in-one easel which comes with a roll of paper and a tray to sit paint and pens on.

There is also an anywhere art studio board, which is supported by a back stand so it can be used on the fl oor or on a table.0845 6000 286

FLAIR

Bloom Pops is a new unique fl ower-making range where children can create fl owers by picking fabric petals, stacking them in any way they like, adding buttons and then putting them together with the Bloom Pops Maker.

Other items in the range include the Flower Design Studio, Flower Jewellery and Flower Bouquet Pack.

Flair’s Cool Cardz is expanding with the One Direction Cool Cardz Design Studio. It has all the features of previous kits plus 15 cards and laminates, two One Direction themed stamps, two themed sticker

sheets and one felt pen. The studio also folds up into a handbag for easy storage to take on the go.

Flair also has a number of other new One Direction lines, including One Direction Fairy Lights which comes with 14 diff erent paper shades to decorate with themed stickers. One Direction Cool Bandz and One Direction Swap Watch – children can select colourful trims, beads and leather cords, and design diff erent straps and fi nishes for a 1D themed watch face – complete the collection.

Moving on, and two new products have been

added to the Glitzi Globes line. The Glitzi Ferris Wheel comes with mini and mega domes that can be made and displayed in the fully working Ferris wheel, while the Disney Castle Play-set features themed mini and mega globes to make and showcase in the Disney castle. The top spins to make the princesses dance around their globes.

Finally, Inkoos are quirky, cuddly characters with the newly launched Illuminate Inkoos making a good glow in the dark companion. Children can colour and

decorate the Inkoo using glow in the dark and washable pens supplied; they can then be put into the washing machine to create a clean canvas

so that new designs and patterns can be drawn. Illuminate Inkoos come in two diff erent animal packs, panda and dog.020 8643 0320

SAMBROSambro’s evergreen collection includes Disney licensed Colouring Tables featuring Jake and the Never Land Pirates, Sofi a the First, Doc McStuffi ns, Disney Princess and Minnie Mouse among others.

The Doc McStuffi ns

Colouring Table features characters from the show such as Halle the Hippo and Chilly the Snowman, as well as one of Doc’s favourite catchphrases “you look like you need a cuddle”. The self assembly table features a fi ve-metre colouring roll which has illustrations of all the characters.

There are also eight jumbo crayons and eight jumbo washable markers.

Meanwhile, Sambro also has a selection of licensed Travel Art Easels. The Minnie Mouse Travel

Art Easel comes with eight crayons, eight chalks, fi ve colouring sheets, four markers and one sponge.

In addition, the fi rm’s licensed Magnetic Scribblers are for children aged three and up, with a Jake and the Never Land Pirates version coming with a magnetic pen and four magnetic stamps.

Finally, Sambro has a collection of Art Cases in its portfolio including pencils, crayons, coloured markers, erasers, rulers, pencil sharpeners and more.0845 873 9380

ASOBIAsobi is the UK distributor for Calafant; 100 per cent recyclable cardboard models that are easy to build and fun to decorate and play with.

Whether children want to create their own fairytale castle, pirate ship or tree house, Calafant models can make these dreams a

reality. All of the pieces are pre-cut and pre-punched and can easily be put together without glue or scissors, thanks to the Calafant slot system.

Once their masterpiece has been built, children can paint and decorate it as they wish.01628 200077



CHARACTER OPTIONS

New is the Cra-Z-ART Shimmer and Sparkle collection, which the fi rm says has brought a ‘fun, fresh and fashionable approach’ to the world of arts and crafts.

The story began with the Cra-Z-Loom Bracelet Maker, which took the concept of friendship bracelets and gave it a new twist using rubber bands. The Cra-Z-Loom Neon Brite Refi ll Pack includes 900 bands to keep hands looping and weaving.

The Shimmer and Sparkle brand will further expand in the autumn with new products including Super Cra-Z-Loom, Designer Nail and Body Art Studio, Twist and Wear Fashion Maker, Cra-Z Knit and Fashion Lights. Each line comes with its own TV ad.

The hero product in the Beados line – magic beads that join together with a spray of water – is the Beados Super Studio, which includes six diff erent assortments. Each set comes with 500 beads, a super studio set

and accessories. Beados Theme Packs are available from autumn. Finally, the Minecraft paper craft collections include 30 and 48 piece Paper Craft Sets, with cut out card pieces to create the building blocks.0161 633 9800

JOHN CRANE

John Crane has expanded its Tidlo collection with the addition of the Height Adjustable Easel.

The large double-sided easel has a height adjustable feature which means both sides can be at diff erent heights at once, allowing children of diff erent heights to play simultaneously. It features a chalk board on one side and a magnetic white board on the other, as well as a paper roll which can be used either side. It also comes complete with chalks, eraser, four plastic paint pots and a paper roll.

B has also tapped into its creative side with Toulouse Laptrec, now available in red. Toulouse Laptrec is a magnetic sketch board that erases easily. It comes with four magnetic animal stamps and a pencil that stays in a little cubby

when not in use. It also features a pillowy beanbag lap desk.

Also in the B range is H2-Whoa! All children have to do is fi ll the pens with water and draw. Their picture appears before slowly fading away as it dries. Featuring two sides of a drawing board so children can use one side while the other dries, it also comes with four pens.01604 774949


DEPESCHE SPIN MASTER

TOPModel from Depesche aims to inspire creativity and a fl air for art and design, with a range of over 200 creative play, art and craft products.

At TOPModel’s core is a wide choice of activity books containing colouring sheets, stickers, stencil sheets and scratch art, primarily aimed at ages from seven to early teens.

The product range has been updated extensively for 2014 and includes the new Magic Fun Colouring Book (£5.50) with colourful foil style sheets. Each sheet includes pre-cut items of clothing to stick on pre-drawn models and decorate using the stylus. Simply scraping away the matt coating reveals a sparkling ‘pop’ of colour, while there are also illustrations and drawings to help children create designs.

The new Create Your TOPModel Design Studio (£8.99) includes stickers to

dress up the featured models, stencils and an integrated pad with design template ideas. The aim is to inspire children to create their own outfi t combinations and colours.

The entire TOPModel range is supported by Depesche’s own TOPModel magazine, which is available monthly and shows design techniques, fashion tips, games and puzzles. It also runs competitions, rewarding readers who send in their most creative and inspiring

ideas. The products also link through to a secure online community – www.top-model.biz - where over 500,000 children share designs and engage with TOPModel’s own in-house design team for instructions and inspiration.

There are 13 named models in the range, with the brand following modern day styles and trends which are refl ected throughout all aspects of the product design process.01832 273156

Spin Master is bringing Kinetic Sand to the UK market in August.

Kinetic Sand is a compound with a fl owing motion and is easy to shape and mould into detailed sculpts.

It also doesn’t stick or stain, never dries out and is hypoallergenic, as well as wheat and gluten free. Spin Master says that it is perfect for developing motor skills and imagination in young children.

Available in six neon colours – blue, pink, green, purple, orange and red – the sand is available in individual clear pots so that the ‘move and slide’ motion can be viewed in the pack before purchase. The pot also doubles up as a storage container.

There are also two larger sizes of sand-only packs to choose from. In addition, there is a Sand Box play-set which comes with a play tray, four under the sea themed moulds and half a kilo of neon sand.

The launch of Kinetic Sand will be supported by in-store demonstrations, as well as a social media campaign and a PR programme.01628 535000


OBSERVATIONS 0F A TOY INDUSTRY SURVIVOR Follow me on Twitter @jonsalisbury


Jon Salisbury Is a global internet supremacy price war between The Big Four heading our way? Our columnist is worried

Jon Salisbury has written about the toy business since 1985, editing magazines and running toy media events in New York and London. He can be contacted at [email protected] or @JonSalisbury

NOT MANY toy retailers will be aware that they have a cuckoo in the nest.

It’s a bit like discovering that the true identity of your landlord is Toys R Us or Argos. In fact, this particular cuckoo is none other than your biggest virtual retail competitor.

It is estimated that a third of internet users click on an AWS-hosted site every day.

AWS is Amazon Web Services, described as a cloud-computing juggernaut that sells low-cost data storage and processing power to companies all over the world.

So, not only has Amazon been paying no tax in the UK, they’ve probably been charging you for being a customer of theirs.

Amazon does have competition in this fi eld, though, in the shape of Google, but it is Amazon that currently controls the high ground.

Take a look at Amazon’s latest quarterly results. Sales increased by over 23 per cent to nearly $20 billion and 58 per cent of that growth is thought to have come from AWS.

I know I’m beginning to sound a bit like Grassy Knollington (the character in Viz who is obsessed with conspiracy theories) but things are in danger of careering out of control

on the internet with a set of companies being referred to as ‘The Big Four’ increasingly calling all the shots.

The Big Four are Amazon, Google, Facebook and Apple and, between them, they are spending billions expanding their empire with a vast array of seemingly disparate acquisitions.

The stakes in the battle over cloud computing are very high. Whoever wins the cloud war will, in eff ect, control the internet as the back-end operator of the world’s biggest companies.

“In the web of the future, the cloud operators will be the virtual landlords, controlling who’s allowed to build what, where and for how much,” according to New York magazine.

It is thought that a price war will ensue for global internet supremacy.

My old partner once interviewed Amazon

boss Jeff Bezos. As a Wall Street analyst, he wanted to know when Amazon would become profi table. “How long have you got?” Bezos answered. That was over 12 years ago.

Today, when asked if the price of AWS services would ever reach zero, AWS’s Matt Wood replied: “Never say never.”

What we all fail to appreciate is the fact that

profi t is not the driving force with these tech fi rms. Their share prices constantly under perform on stock markets.

Amazon has a history of heavily reinvesting profi ts back into the company, defi ning corporate prosperity in terms of sales growth rather than profi t. The real game that they are playing is like a virtual version of Risk in which the big players try to stage massive online land grabs.

Just look at the purchase of WhatsApp by Facebook for a mind blowing $19 billion, but it is now on its way to nearly a billion users.

It makes very little sense to those of us who live and work in the real world.

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Not only has Amazon been paying no tax, they’ve probably been charging you for being a customer of theirs.

ToyNews Issue 151 June 2014

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