toys n playthings

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Vol. 34 No.3

toysnplaythings.co.uk Helping everyone sell more

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ABC circulation of 5,1301 July 2013 to 30 June 2014

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Vol. 33 No.3

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P U B L I S H I N G

Lema Publishing Ltd1 Churchgates,

The Wilderness, Berkhamsted,

Herts, HP4 2UBTelephone: 01442 289930

TEAM TnP

Group EditorMirella Anstey

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EditorMairead Wilmot

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WriterRhys Thomas

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Group Advertisement Manager

Ryan [email protected]

Sales ManagerAbi Gardner

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PublisherMark Naish

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Production DirectorPaul Naish

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Managing Director Malcolm Naish

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Circulation ManagerRobert Thomas

[email protected]

At the heart of retail

CONTENTSRegular5 Leader with Mirella Anstey

6 News whats the latest?

9 Quick Coffee Break with Thames & Kosmos

10 People & Movie News the movers and shakers

13 Exhibition News the latest from the show scene

14 Media News all that is happening in media

15 Media Charts the latest from Global Media on TV viewing gures

19 Trade Talk we give suppliers a chance to talk business

20 Whats New new products you need to get your hands on

24 Toy Talk the retailers have their say

53 Licensing News the hottest news from the toy licensing industry

58 Dont Miss unmissable products for all buyers and retailers

59 Step Back in Time a slice of toy history from the industrys longest running magazine

Features 32 Childrens Books - Helping imaginations grow

40 Room Decoration Dcor delights for children

48 Safety Head-to-head The latest views on toy safety from the experts

Special Report 17 Cover Story Flair get Turtle-tastic

18 Toy Fair time! Retailers give us their take on London Toy Fair

22 Retail Interview Toymasters Ian Edmunds talks to TnP about how the buying group is performing

26 Interview: Clementoni Michele Marziliano, Clementonis UK Country Manager, speaks to TnP about the companys plans for

the future

46 The Big Apple Bites We hear about the North American Toy Fair from TIA President Carter Keithley

50 Hong Kong Calling We take a look at the far eastern fair

Columnists12 The Media Whisperer Columnist Clive Crouch talks Christmas advertising

16 The Independent and Secret Supplier A must read

21 Shop Talk John Ryan wants us to look closely at how toys are

retailed

25 TnP Ambassadors Our ambassadors test the toys you

stock on your shelves!

30 Business Driver Former European head of Hasbro, John

Harper on our younger selves

52 Licensing Opinion LIMA MD, Kelvyn Gardner on superheros!

PG 17

PG 32

PG 46

toysnplaythings.co.uk Helping everyone sell more

PG 22

Performance of an adult tablet,

sOO_ss_for children

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P U B L I S H I N G

LEADER

TableWareINTERNATIONAL

PICTURE BUSINESS Featuring FRAMING BUSINESS

W O R L D W I D E

T O D A Y

licensing

magazine

Also published by Lema Publishing

If you would like to subscribe to any of our other market leading titles please call Robert Thomas on 01442 289930 or email your request to [email protected]

My email inbox is brimming with friendly emails from various retailers asking me to spend more money with them in the run up to

Christmas, or to order now for free delivery, get 10% off before x date, or whatever. The customer engagement is really focused and driven, and coupled with the recent news from Argos that they are now moving to e-receipts in order to keep the consumer relationship tight, as well as cut down on waste (paper and money presumably), is a sign of how hard companies are trying to appear friendly, conversational, in-touch and shopkeeper-like with the public. Looking at new ways to be top of mind with the consumer and differentiate oneself is the key to customer loyalty and retention and many toy retailers are reaching out to their customers and potentials. But can we do more to keep our shops and aisles more compelling and fun?

Well, our retail expert, John Ryan fully believes we can and should, no, must! In his article on page 21, he looks at the new pressures and players on our trade, but he encourages retailers to not shrink and feel defeated. On the contrary, think of new ways to fun up your offering or bring something new to the high street.

I would love to hear from you, and in fact see photos too, about the ways that you have brightened up your shop, visually, musically or indeed anyway you have brought some fun to retail. Send your stories and pictures to me ([email protected]) and we look forward to sharing one or two in the next issue. We love to learn from you all and hear how things have changed in your business and it will no doubt inspire others to get excited and switch things around too.

Speaking of getting excited, there is one property out there consumers just cant get enough of and you know its name. Disneys Frozen just keeps dominating headlines, to the point where one of the retailers we spoke to this month for Toy Talk (page 24), Sharon Eveson of Country Toys in Newry, told TnP that every third phone call into

the shop is from a frantic parent looking to source Jakks Snow Glow Elsa! In

fact, Sharon told us that she would be rich if she had a pound for every request! NPD also released some Frozen-friendly stats, which you can read about on page 6.

Our cover story this month is dedicated to GP Flair, who reveal all about their new TMNT line. Flairs Marketing Director Nic Aldridge gives us an insight into the Turtle takeover. Turn to page 17 to nd out more.

We also get an insight into Clementoni this month from UK Country Manager Michele Marziliano. Clementoni have been doing

great things and it was a pleasure to nd out more from Michele. Youll nd our interview on page 26.

Feature categories this month focus on Childrens Books (page 32) and Room Decoration (page 40) two very interesting topics which really can add to your retail offering. It is all about giving the customer the most that you can, so we think many of you will be interested to see what is on offer.

The North American Toy Fair takes place in February and we know it is growing in popularity with both retailers and suppliers who are looking to explore the US market. TIA President Carter Keithley tells us why the fair should be on the European toy industrys must-attend hit list. You can read what Carter has to say in our interview with him on page 46.

Naturally, Hong Kong is Mecca to the toy industry so we get an insight into the Toy Fair and

some of the showrooms on page 50.

Like most of you, we here in Lema Towers are busily preparing for London Toy Fair, for which we are the proud publishers of the Toy Fair Daily Paper. Our bumper January issue features not only our Toy Fair coverage but also our Nuremberg coverage. Make sure to contact our advertisement

manager, Ryan Horwood ([email protected]) for all of your media solutions.

And nally, tis now the season to be jolly so Team TnP would like to wish you all a very happy Christmas and we shall see you in the New Year!

MirellaAnstey

At the heart of retail

Looking at new ways to be top of mind with the consumer and differentiate oneself is the key to customer loyalty and retention

toysnplaythings.co.uk6

Frozen is set to beat the all-time record of Toy Story 3

The NPD Group has revealed that the movie Frozen reached the most coveted spot year-to-date, (week 45 ending 8 November) for the rst time. It is the number one licence in Great Britains toy market. According to NPDs weekly sales data, Frozen has been holding the top spot since kids went back to school in early September.

New items have been launched, production has been increased to meet demand, and sales are getting stronger. We counted three Frozen dolls in the ve best-selling toys last week alone, said Frederique Tutt, Toys Global Industry Analyst for The NPD Group. When looking at weekly sales and given the most important weeks of the year are still to come (a third of sales happened in the last seven weeks of the year), if Frozen continues at this level until Christmas, not only will the licence keep top spot and get the licence of the year accolade but it will also beat the all-time record of Toy Story 3 (2010) in terms of toy sales.

In 2010, Great Britain embraced the third installment of the iconic Toy Story lm;

boys mostly bought into the franchise (70%) followed by girls (30%). While the lm Frozen also appeals to both genders, the merchandise sales are predominantly concentrated among girls making its performance at retail even more outstanding.

A happy high street?Consumer spend is set to increase by 4% this Christmas, according to research and advisory rm Deloitte. Retailers can expect an extra 1.5 billion in the till, with overall spend forecasted at 42.4bn.

Deloitte say c lick-and-collect services will play an integral role in this growth, with orders expected to double to 2.5bn. This trend will see click-and-collect services account for 45% of all online transactions, with bricks and mortar retailers bene tting from consumers retrieving online orders in-store.Deloittes Head of Retail, Ian Geddes, said that click-and-collect will play a vital role in driving footfall this Christmas, but cautions retailers to up their game to compensate. It will be up to retailers to get their strategy and execution right to capitalise on the opportunity, he explained. Increases in sales wont happen by default; they may require some adjustment of the in-store experience targeting customers that are clicking and collecting.

The US Toy Industry Associations (TIA) trend expert Adrienne Appell delves into what is hot in licensing

TREND SPOTTING

toysnplaythings.co.uk

NEWS

game. The following are some of the US Toy Industry Associations (TIA) recent trend observations as well as a few licensing tips to consider

Aspirational and UniqueDisneys Frozen has become the highest grossing animated lm of all time. Though the movie was released last year, the toy industry continues to produce an endless array of all things Frozen from dolls and games to outdoor toys and lifestyle products. With Frozen 2 now in development, this licensing trend will surely hold strong for another couple of years (at least). Its important to understand how crucial it is to have a relatable and interesting story to support products based on a movie (or other entertainment property). Frozen has been successful for two key reasons: the lm has a terri c aspirational storyline and the movies heroine, Elsa, is a strong and unique character

that girls can easily identify with.

Ragin RetroThere has been a surge in recent years of retro properties, with many companies discovering that hit characters from 10, 15, or even 20 years ago are popular among todays children and nostalgic collectors. Teenage Mutant Ninja Turtles (TMNT), rst released in the mid-1980s, is still going strong today, thanks to a popular Nickelodeon TV show, a blockbuster movie released this past summer, and a huge variety of TMNT-related toys and games. Not only does TMNT capture the attention of new fans (through the release of updated content), the brand also keeps older fans engaged by not straying too far from the original look and feel.

Its no secret that the global attraction to licensed playthings has been inching upwards for years. In the US, licensed toys and games now account for about 30% of total toy sales, and the UK is not far behind, with licensed playthings representing roughly a quarter of toy sales. Being able to differentiate passing fads from properties that have true staying power is not always easy. Staying informed about whats trending (in addition to instinct and timing, of course!) is a great rst step when looking to develop a licensed toy or

New Chairman for Fence ClubThere is a new face leading the charge at the Fence Club. At the recent AGM, Great Gizmos Ian Dayus took the chain from outgoing Chairman, Phil Green.

Were sure Ian will do a fantastic job and here is to another good year for the Fence Club.

The ve best selling toys from November 2-8 in sales were: Frozen Snow Glow Elsa Jakks Paci c

Kidizoom Smart Watch VTech

LeapPad Explorer Tablet LeapFrog

Frozen Ice Skating Doll Mattel

Frozen Toddler Doll Jakks Paci c

7DECEMBER 2014

Phone a friend

Lexibook have launched a unique new product aimed at tweens and teens, a tablet phone.

Describing the Tablet Phone as fun, secure and intelligent, Lexibook say parents will also love its exclusive educational content and the iParent system which enabes them to geolocate their children and ensures complete security. Speaking about the new launch, Aymeric Le Cottier, Lexibooks CEO said:

After having experienced tremendous success with its affordably-priced tablets for children, Lexibook now proposes an offer that truly distinguishes it from other players on the smartphone market for adolescents, thanks to its widely recognized expertise among young people. We aim to become the leader in this market segment.

The Tablet Phone combines the best in Lexibook technology and expertise, including:

A 4-inch screen, a double camera (0.3MP+8MP), a Bluetooth system and 3G access as well as 4 Go of internal memory that can be expanded up to 104 Go via the Lexibook Cloud by Hubic

A high-performance geolocation and parental controls service: iParent by Lexibook (free for 1 year) Parents can follow their children and de ne a security perimeter. They receive an alert message whenever the de ned limits have been crossed. They also have remote access to the history of calls, websites, exchanges on social networks and e-mails, as well to text messages.

A secure web browser, Lexibook Protect, enables the blocking of ill-intentioned or unsuitable websites, with constant updates.

This model is unlocked and compatible with all operators, and will be sold in specialized stores, in supermarkets, on the main online sales sites and via www.lexibook.com.

Character-DrivenCharacter-driven properties are very popular among preschool-aged boys and girls, who love characters that they can look up to and emulate through role-play. The hit animated TV series Doc McStuf ns captured the hearts of preschoolers when the show rst aired in 2012. Since that time, toys based on lead character Dottie Doc McStuf ns have been engaging kids in educational role-play, thanks to a range of activity toys that allow kids to mimic their favorite aspiring doctor.

Digital DeliversAngry Birds has become a mainstay in the toy aisle, joined by several others from the digital space, including Minecraft, which was named 2014 Property of the Year at TIAs Toy of the Year Awards in New York City. Both Angry Birds and Minecraft have had a signi cant impact on the toy industry for a few reasons: they were

The next cra-z hit?Is Character Options Shimmer and Sparkle Cra-Z-Knitz Ultimate Designer Knitting Station about to be the next big craze? It certainly is if you believe the national press!

The Sunday Express high-lighted the Cra-Z Knitz kit as another option for loom loving children.

The kit allows children to hark back to the days of yore when knitting was a national pastime. Cra-Z-Knitz takes the same principles of loom bands using a larger scale loom that can make beanies, scarfs, mittens and more.

Kathryn Ludlam, Brand Manager at Character Options said: We are experiencing high demand for the Cra-Z-Knitz Knitting Station which we believe to be the result of the looming craze moving to an alternative activity. Our marketing strategy will also harness the interest in the looming craze and ensure that kids know all about this great new option available to them.

And the winners wereNovember equals DreamToys! The 2014 DreamToys winners were unveiled on Wednesday 5 November to excited consumers and press in the gorgeous surrounds of St Marys, Marylebone.

Selected by a panel of leading UK toy retailers, the DreamToys list is considered the most accurate predictive list available, and provides consumers with expert insight into what will be the most popular toys this Christmas. From the 72 toys in the list the panel selected 12 Top Toys that they believe will be dominating the wish lists this Christmas. And just in case you missed them, here they are again in alphabetical order:

Bop It! Beats - Hasbro Disney Frozen Snow Glow Elsa - Jakks Paci c Disney Frozen Sparkle Doll (assorted) - Mattel Kidizoom Smart Watch - VTech Little Live Pets Bird Cage - Character Options Minecraft action gures - manufactured by Jazwares, distributed by Character Options My Friend Cayla - Vivid Nerf Demolisher 2-in-1 - Hasbro The Lego Movie - Bennys Spaceship, Spaceship, SPACESHIP! - LEGO Toot-Toot Animals Safari Park - VTech Transformers Stomp & Chomp Grimlock - Hasbro Zoomer Dino- Boomer - Spin Master

wildly popular and well-established before being introduced in the toy space; they each translate well into three-dimensional toys and physical play patterns; their corresponding toy lines are not overly complicated or divergent from the brands original concepts.

Catch the licensing w ave at New York Toy FairNext years hottest trends in toys, games, entertainment properties, digital brands, and all things related to play will be unveiled at the 112th North American International Toy Fair, taking place Saturday, 14 February to Tuesday, 17 February, 2015 in New York City. In addition to business and networking, Toy Fair will feature educational sessions geared speci cally toward licensors and licensees, toymakers, retailers, inventors, and more. Visit www.ToyFairNY.com to learn more.


Imagine a new political realityJumbo Games have got political. As we enter an election year, the puzzle company are preparing to launch three puzzles under the Wasgij Imagine umbrella all based around potential outcomes of the 2015 General Election.

Launching on 1 January, each puzzle will contain 1000 pieces and the boxes will be colour coded to re ect the political party. Red will be visible on Wasgij ImagineIf Labor Win The General Election!, yellow will feature on Wasgij ImagineIf the Liberal Democrats Win The General Election! and blue can be found on Wasgij ImagineIf The Conservatives Win The General Election!.

Katherine Pierce, Marketing Manager at Jumbo Games, said: It will be interesting to see which is the most popular puzzle out of the three! The Wasgij artists are on standby to create a limited edition puzzle should a shock election result be announced in May!

EASTERN DELIGHTS


NEWS

HTI are a hitHTI has been awarded approved supplier status with John Lewis.

The distinction follows a thorough audit by the retailers Product Technology and Innovation department of HTIs due diligence procedures and systems.

HTIs Regional Quality Assurance Manager for the EU, David Johnson, said: The achievement of this status with such an esteemed retailer is testament to the exacting standards and hard work of the entire HTI QA team. We are very pleased and proud that our QA systems and processes have been recognized by John Lewis in the granting of this status.

TnPs Founder and MD Malcolm Naish reports back from the 31st Annual Hong Kong Dinner which was held recently

The great and the good of the Hong Kong and British business community were gathered at the Dorchester, Park Lane for 31st Annual Hong Kong Dinner.

Hosted by the Hong Kong Trade Development Council, this dinner continues to prove what a fantastic bringing together of like-minded business people has bound the UK and Hong Kong for so many years.

Over 400 guests enjoyed not only the generous hospitality of the HKTDC but also three keynote speeches.

The rst speech came from HKTDC Chairman Jack So, who always speaks, not just authoritively, but with a great sense of humour. Jack told us that they had been in Paris the day before and Milan during the afternoon, obviously saving the best till last.

Were sorry to see Jack leaving shortly to take up his post with the Hong Kong Airport Authority and we bet that Jack will sort out a third runway at Hong Kongs airport, far more quickly than his counterpart at Heathrow!

Equally impressive was the Hong Kong guest of honour, Financial Secretary John Tsang. His keynote speech outlined Hong Kongs current economic outlook and prospects. It was evident from the applause these two speeches received that those present greatly enjoy doing business in Hong Kong. What impresses the most is the way they are able to get major building projects seamlessly underway and delivered on time. Not to be outdone, it was the turn of our own Minister of State for Trade & Investment Lord Livingstone of Parkhead to respond and he didnt let us down. Urging the guests present to continue to build the partnership between the two countries, he said: Hong Kong is a great place to do business, you have shown that, make sure that others follow in your footsteps. The UK tries to learn a lot from Hong Kong - from its openness, its attractiveness for business, trying to reduce rules wherever possible, its sheer energy, verve and enterprise. I think the UK is learning and has shown that by being the fastest growing country in G7. All in all a most pleasant evening, most professionally organised by Martin Evans, David Marsden and their London staff.

P-p-p-pick up a penguinThe John Lewis effect is in full swing and the team at Intelex certainly arent complaining! Following the hugely successful launch of John Lewis Christmas advert featuring a young boy and his pet plush penguin called Monty, sales of penguins have shot up.

Intelex are basking in the after-glow of the John Lewis advert with Founder and CEO Philip Gannon revealing: Our range of microwavable Cozy Plush toys have been very popular since we launched in 2002. The penguin character is one of our best-sellers within the Cozy range and has really increased in popularity over the years with the launch of various penguin characters on TV and the big screen. Our customers have already commented that John Lewiss penguin who is a key focus of their advertising is of a similar design to our own Cozy Plush Penguin, with the added advantage of course that ours is fully heatable!

Minister of State for Trade & Investment Lord Livingstone of Parkhead, Financial Secretary John Tsang and HKTDC Chairman Jack So pictured at the event

9Toy sales up for 2014 Figures released by The NPD Group to coincide with the DreamToys event in early November shone a light on the state of the UK retail market. In what was considered by the industry to be a positive report, the group revealed that year to date (January 1, 2014 - October 11, 2014) sales of toys in Britain increased by 6% compared to the same time period last year. This is the best sales result for the British toy industry since 2010. Unit sales also experienced robust increases, climbing 17% from the start of the year. The NPD Group also predicted an increase in toy spend this Christmas that will help the industry realise year end growth of up to 4%, bringing annual sales to over 3 billion, an increase of 166m in one year.

COFFEE BREAK

What are your top three selling products to date in 2014? We have had a great 2014, and our Crystal Growing kit has been the best-selling kit for the second year running. The second and third best-sellers are our Slime Time and Plasma Reactor kits from our new Geek range, which has proved very popular, despite only being available since the beginning of September!

What new products do you have high hopes for in the new year? The whole Geek range has proved to be well placed, commercially, and we will certainly be developing this range further in the New Year. I was interested to see how our new developments into the crafts line would evolve, and Im very pleased that the Geek Craft line ideas are fresh and new, and the packaging

is fantastic, so after reserving judgement, Im now a great fan. I believe that this range, along with the SPARK line, which consists of smaller kits, that would suit the grocers and larger retailers, will do very well in 2015.

How would you describe Thames and Kosmos in three words? Creative, quality and fun.

Whats your favourite product from your current line-up?Oh, goodness, thats tough, as we have such an extensive range, but Id say its probably Glowing Chemistry, a forensic science kit which explores the science of luminescence. I am a Mum to three boys, and they really love this kit, so its fun for me to see them really enjoying themselves. I guess if it wasnt for my boys, I would love the Flip-Flop Bead Party from the Geek Craft range, where you design your own one-off pair of Flip-Flops, as its such a great idea.

What should retailers be getting excited about from Thames and Kosmos in the near future? We have recently joined forces with KOSMOS International GmbH, which will boost our purchasing power, technical and marketing expertise and input into product development, which is very exciting for us. Kosmos

International GmbH is a wholly-owned subsidiary of Franckh-Kosmos

Verlags-GmbH & Co. KG and now holds 80% of the shares of Thames & Kosmos UK. We are really attered that Kosmos, a German media house since 1822, have demonstrated their belief in us as distributors in this way. Kosmos is committed to traditional and modern trends, and has been consistently extending its portfolio, to become one of the leading publishers, including childrens and non- ction books, games and science kits in Europe. I think that 2015 will be a very interesting year for us, and that there will be plenty for retailers to get excited about. We have a lot of very exciting new kits in testing phase now, and hope to have them ready for the 2015 catalogue and Toy Fairs.

Following a great 2014, Thames & Kosmos Joanna Drage talks us through the companys best-sellers and plans for the future

DECEMBER 2014

LeapFrog launches web safety guideLeapFrog has released the results of fresh research into the web browsing habits of kids, revealing that 56% of them may be putting themselves at risk. The survey questioned 1,000 parents and 500 children.

As more children use the internet than ever before and one third have their own tablet (OfCom, Oct 14), LeapFrogs survey reveals that children as young as ve are sharing personal information online with strangers.

The top personal information shared by children online are: full name (41%), photos of themselves (38%), exact location including school name(20%), address (4%) and phone number (3%). The vast majority of parents see the internet as a great place for kids to learn (97%) but 87% believe inappropriate content is too easy to access. In response to parents need for support on how to keep kids safe online, LeapFrog has created an online safety guide. The guide includes expert comment, tips and advice from Stuart Miles, editor of Pocket-Lint, and Dr. Jody Sherman LeVos, head of the LeapFrog Learning Team.

Sally Plumridge, International Marketing Director at LeapFrog said: We recognise technology can bring positive bene ts to childrens educational journeys, however, we understand parents often have concerns about online safety. This is why weve designed our LeapPad tablets from top to bottom, inside and out, exclusively for kids. Our tablets provide fun and personalised learning solutions for children, whilst giving parents peace of mind that their children are safe online right out of the box.

Retail rules in Oz The latest Australian retail trade gures for September 14 released by the Australian Bureau of Statistics (ABS) has shown a rise in turnover of 1.2% over August. The seasonally adjusted gures follow a 0.1% rise in August 2014, and an increase of 5.7% during the same period last year.

Online retail recorded an increase in turnover of 1.1% in September when compared to August, and a 12.8% rise over the same period last year, the highest rate since March (13.7% year-on-year). Online sales growth expanded year-on-year in almost all categories in September, with Electronic Games and Toys one of biggest bene ciaries, up 35.1%.

All states and territories recorded a seasonally adjusted rise, with the Northern Territory the only state to record a fall in retail turnover, seasonally adjusted to -0.6 per cent.

Plasma Reactor

Flip- op Bead Party

Glowing Chemistry


Two new hires for Learning ResourcesThe Learning Resources team has been boosted to the power of two. Claire Johnston has joined the team as Senior Marketing Manager and joins the company following several years with global FMCG business, Procter & Gamble at their marketing headquarters in Geneva and most recently the Foreign Commonwealth Of ce/UK Trade & Investment in Sydney. Meanwhile, Claire Caldairou has joined as International Sales Customer Relations Coordinator. She will take over responsibility for Learning Resources smaller international customers.

Rebecca Lazarus has been appointed as VTechs new Senior Brand Manager following four years at 505 Games. She has been brought in to inject creativity within VTechs brand and product strategies as well as champion VTech products across a mix of marketing activities.

Rebecca joins VTech from 505 Games where she held the role of Marketing Manager. During her time there, Rebecca was responsible for creating and delivering integrated marketing plans across products as well as managing numerous product launches. In her new role at VTech, Rebecca will report to Marketing Director, Clive Richardson. We are thrilled to welcome Rebecca to the team here at VTech, said Clive. Rebecca joins us at a great time when we are about to preview some exciting new brands in new categories.

VTech appoints new Senior Brand Manager

PEOPLENEWS

MOVIENEWS

Marvel details nine new moviesMarvel has announced nine new movies in its Phase Three slate, with rm release dates between 6 May, 2016 and 5 May, 2019. The comic giants president, Kevin Feige, announced the names and dates during an event attended by stars from its most popular movies, including Robert Downey Jr., at the El Capitan theatre in Hollywood.

The release calendar includes a mixture of expected sequels, which Feige of cially named for the rst time, and some brand new movies featuring heroes yet to grace the silver screen. The lineup marks some key cultural milestones for the company, with Black Panther and Captain Marvel becoming the rst Marvel lms to feature a black and female lead respectively.

Heres the full line-up, along with release dates:

Captain America: Civil War - 6 May, 2016Doctor Strange - 4 Nov, 2016Guardians of the Galaxy 2 - 5 May, 2017Thor: Ragnarok - 28 July, 2017

Black Panther - 3 Nov, 2017Avengers: In nity War Part I - 4 May, 2018Captain Marvel - 6 July, 2018Inhumans - 2 Nov, 2018Avengers: In nity War Part II - 3 May, 2019

Guess whos making a comeback?There was whoops of joy from Toy Story fans last month with news that Buzz, Woody and pals are returning for the fourth installment of Disneys Toy Story. The news was announced by Walt Disney CEO Bob Iger but details of the plot line are being kept under wraps. The lm will be directed by John Lasseter who helmed the rst and second Toy Story movies. It is understood that Toy Story 4 will hit cinema screens in June 2017 as the franchise celebrates its twentieth anniversary next year. The original lm was the worlds rst computer animated feature and has been beloved by millions since, while 2010s Toy Story 3 became the highest grossing animated- lm of all time, before Frozen knocked it off top spot earlier this year.

Disney signs on dotted line with GoogleYou can now watch your favourite Walt Disney Studios ick anytime, anywhere. The company has signed a deal with Google Play to provide access to all its movies, including those from Disney, Pixar and Marvel, from any device at any time.

Sales Agent RequiredClementoni is a leading European manufacturer of games and puzzles.

Clementoni UK requires experienced sales agents to represent their games and puzzle portfolio in different areas of the UK, to develop their business with the independent market.

Send CV to: [email protected]


MEDIAOPINION

Who are you selling to?The runners and riders for the top selling Christmas toys will by now jostling for position as they chase to the nishing post.

Last year, I wrote about The Wonder of Woolies and at its creative peak, that one retailer would have been the barometer for forecasting the likely product winners. Woolworths management and their toy buyers had their business done some 12 months earlier; they then handed over to the creative talents of Alan, Brady and Marsh (ABM) to capture the shoppers.

Peter Marsh the charismatic, monocled, creative showman of the ABM agency knew a good jingle when he wrote one. In fact, he put jingles on most of his clients advertising with great success.

In the wake of Woolworths, the toy market - just like the media and advertising market -became fragmented. But the toy market has evolved in the space left behind by Woolies and become far more innovative with more attractive brands doing a better job for customers.

Pre-Christmas 2013, a research report showed that 78% of children aged ve to 11 asked for a hi-tech present for last Christmas. This year, demand for hi-tech presents is expected to reach new heights.

Ahead of the digital Christmas that forecasters are suggesting, let us pause to consider the role and the effectiveness of the advertising process. Advertising is designed to create demand by telling a great story about a product, selling

emotional bene ts over technical features, communicating

clearly and consistently to share the brand vision

with customers.Hi-tech products in

this sector often have a discreet uniqueness about their product which impacts on demand.

Given the desire for a hi-tech present coupled with parents not wanting to disappoint children on the big day, the advertising messages for conventional

non-tech toys have to work harder and more effectively than ever before, and be clear about the bene t they are selling. Perhaps none more so than the classic cuddly toy which will have pride of place under the Christmas tree, after evoking nostalgia with adults. Andy Street, Managing Director of John Lewis said that the retailer would be taking a much more modest approach to its festive advertising

this year. In 2013 their high-pro le campaign called

The Bear and The Hare, drew complaints that the company was getting a bit too big for its boots; an unlikely line of complaint for a retailer with the reputation of John Lewis. However the store actually sold

out of the cuddly toys modelled on the animated characters that appeared in their commercial. This year, sales of plush cuddly toys are up 53% at John Lewis, and this has in turn prompted the retailer to increase its range of plush to include 62 animals from around the world, making 2014 their largest collection in the stores 150 year

history. Moving on from a very successful plush business to hi-tech toys is not an easy path to follow. Parents are concerned about childrens usage of screens and the time spent on them, but it does not necessarily mean that the digital toys are the baddies. Screens sit at one end of the category and hi-tech at the other end; whatever we may think about it, digital play is here to stay. But back to the world of jingles and Christmas toy advertising. I have deliberately mentioned John Lewis and now, Debenhams because both businesses are not solely associated with toys and games. However, they strategically chose to include them in their store advertising messages for Christmas.

Debenhams have crafted a commercial that shows children running around a store, after hours, searching for the dream present. Whatever the creative treatment of the toy proposition, from plush to tablet to hi-tech, this is a seriously big market sector, worth 3 billion with over 370 million toys sold in Great Britain. The shop window for the advertisers to drive sales will be worth circa 1 billion this season, with an estimated 35% being purchased online. The consumer, it seems, is increasingly making the choice on how they chose to shop.

Innovation has occupied that space left by Woolies, not with a jingle by Peter Marsh but by being faster, more adaptable, improving customer satisfaction, and strong business partnerships.

Even though the majority of this readership will still be able to sing, whistle or hum The wonder of Woolies jingle and that is effective, memorable advertising!

As consumers embrace the full force of the festive

season, Clive Crouch takes

a look at advertising during this

crucial buying period

Advertising is designed to create demand by telling a great story about a product, selling emotional bene ts over technical features

Clive Crouch [email protected]: 07831 670 453

12

12DECEMBER 2014

EXHIBITIONNEWS

LOOK FORWARD TO NUREMBERGHave you bought your tickets for Spielwarenmesse yet? The biggest toy show in the world runs from 28 January to 2 February 2015 with this being the 66th year the toy industry makes their way to Nuremburg. Over 2,700 exhibitors from 60 countries will pack the halls, including 860 exhibitors who only exhibit at Spielwarenmesse! As with last year, the TrendGallery in Hall 3A is a must-visit destination with the industrys global trends laid out for all to see. Another must-attend event is the Toy Business Forum, the talks are held daily from 1 p.m. to 3 p.m. in Hall 3A. Each exhibitor can also enter the Toy Fair 2015 ToyAward competition. A panel of eleven jurors selects products for the coveted new award in four age-group-speci c categories, based on childrens development stages, Baby & Infant (0-2 years), Pre School (3-5 years), School Kids (6-10 years) and Teenager & Family (from 11 years). Winners of all four categories at the opening ceremony and all the details are available at www.toyaward.com.

Its a sell outToy Fair 2015 is now sold out. Taking place on 20-22 January 2015 at West Londons Olympia, Toy Fair is the UKs only dedicated toy, games and hobby trade exhibition.More than 260 exhibiting companies will ll the venue in January, encompassing the entire upper and lower sections of the Grand and West halls at Olympia. Companies exhibiting include Hasbro, LEGO, Character Options, Vivid, VTech, LeapFrog and many more big industry names as well as hundreds of smaller and start up companies. The last company to secure a stand at Toy Fair 2015 was Bonnie & Pearl. The event will play host to two different sets of awards. The rst, Toy Fairs Best New Toys, will be unveiled on the gallery level at Olympia on the opening morning of the show. The second set of awards are the 2014 Toy Industry Awards. Taking place on the evening of 20 January at the London Science Museum, the Toy Industry Awards take a retrospective look back over the past year and celebrate the best toy products and toy retailers of 2014.

Ramping up for Hong Kong The largest toy event in Asia is just a few weeks away. The Hong Kong Toys & Games Fair runs from Monday 12 to Thursday 15 January 2015.

But it is not just one event, the HKTDC International Licensing Show, Hong Kong Baby Products Fair and Hong Kong International Stationery Fair also run concurrent to the event.

But back to the toys, last year there were 1,975 exhibitors and over 1,000 of those were from outside Hong Kong, while visitors to the show totaled 41,340. Those interested in exhibiting or visiting should log onto www.hktdc.com for more information.


In the Night Garden now has a brand new website and app, all based around childrens bedtime routines.

In what is sure to be a help to parents, DHX Brands has teamed up with sleep expert Mandy Gurney from Millpond Childrens Sleep Clinic, to provide top tips on how to stick to a bedtime routine while Immediate Media also created a special bedtime activity booklet that is available as a downloadable PDF and as a special pull out in the In the Night Garden magazine. The new website, which you can nd at www.inthenightgarden.co.uk has a dedicated Little Ones section speci cally designed for

preschoolers and is available both on desktops and as a downloadable app for mobile devices.

Victoria Bushell, VP Global Brand Management, DHX Brands said: Through the new website and the web app we aim to engage parents and preschoolers beyond the TV screen through an immersive, safe and age-appropriate digital experience.

14

Say hello to my little friendsThe Tamagotchi brand bene tted from its own microsite recently after Bandai joined forces with SuperAwesome.

The idea behind the union was to introduce the PopGirl.tv audience to the exciting world of Tamagotchi and Dream Town. The microsite went live in October and the supporting pre-roll campaign ran until 1 December.

Visitors to the microsite enjoyed a host of activities and learned about some of the key Tamagotchi characters and how the Digital Friend device works. There was also weekly Dream Town webisodes, downloaable posters and instructions, games and three fantastic competitions to win lots of Tamagotchi prizes.

World of Warriors has launchedMindy Candys hotly anticipated World of Warriors launched globally on the App Store for iPhone, iPad and iPod Touch in November.

An all-new IP for Mind Candy, World of Warriors features an ever-expanding array of warriors from throughout history. Mind Candy has signed global deals with Penguin, Topps, Moose, Giochi Preziosi and Flair for products inspired by the rich World of Warriors universe. With trading cards kicking off the consumer products program from April 2015, publishing, toys, apparel and accessories will follow throughout next year with a strong road map of digital and entertainment content locked in. Darran Garnham, Chief Commercial Of cer at Mind Candy, said: Warriors is the start of a new universe, and the game is only the beginning. Mind Candy excels at creating engaging storylines and rich characters. With historically accurate warriors from countless cultures across the world, there is something for every market and an incredible opportunity to create an innovative brand franchise.

Six lucky children have been chosen by Little Tikes to be the brands of cial toy testers following a popular nationwide search. The lucky six, named Tiny Testers, were chosen out of over 6,000 entrants and will now road test new and existing products from the company.

The Tiny Testers parents will lm footage of them testing the toys and Little Tikes will then add the reviews to their website and social media pages to form special kids reviews for other parents and gift buyers to see.They are Milley from Surrey, Riley from Devon, Malykai from London, Francesca from Cheshire, Finlay from Kent and Nilah from Essex. Michelle Lilley, Marketing Manager at Little Tikes commented: The number of entries to the Tiny Testers competition was astounding and selecting the nal six toy testers was incredibly hard. The nal six all stood out to us because of their natural passion for play whether that be through role play or their desire to interact with toys. We look forward to seeing how our of cial Tiny Testers interact with our toys and sharing them with existing Little Tikes customers and of course new customers. Visit www.littletikes.co.uk/tinytester for more.

Lucky Tiny Testers announced by Little Tikes

HOW TO MAKE NIGHT TIME EASY

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Up, up and awayW elcome to the media report covering the TV market for October. This report will cover the TV viewing levels for Boys 4-9 years, Girls 4-9 years and Housewives with all Children.

Now for the good news, the boys are back! We can report there is very little difference between viewing levels for October 2013 versus October 2014. The only difference is where these viewing levels are coming from. We see that Nickelodeon shows an increase of 26%, the Cartoon Network by 17%, Pop by a massive 242%, Channel 5 by 33% and Kixs by 33%, this is all very good news for a change. Over the past several months it been doom and gloom for this target market and at last, there is something positive to report.

The good news continues with the girls market showing an increase of just over 8% when compared with October 2013. Again we see viewers moving from one station to another. For example, Nickelodeon is up by 10%, Nick Junior by 22%, Disney Junior by 9%, Pop by 406% and Channel 5 by 155%, this is all good news.

Looking at the Housewives with Children market, Good Morning Britain continues to be market leader, with Pop in second place and Nick Junior in third place. As the chart shows, there has been plenty of movement between the stations. Nick Junior up by 33%, the Cartoon Network by 25%, Pop by 411% and Channel 5 by 81%.

The reported TV revenue is up by 7%, the toy market reported TV expenditure is up by 23.7% for October, September was up by 25%. These are massive increases.

Its also worth mentioning that the brand count is up by 14.1%, this means there are 56 more products on television in October compared to last October, its likely that November will show a similar picture.

The top ten companies for October 2014 are very much the same as in 2013, their positions within the top ten have changed but they are all still there, with Hasbro and Mattel in rst and second place.

The next issue will continue to look at Girls and B oys 4-9 years and Housewives with Children.

Sept 2013 Toy Company TV ExpenditureCompany Name TV Expenditure

Hasbro (UK) Ltd 2,469,931Mattel UK Ltd 1,331,640Fisher Price Toys Ltd 1,208,312John Adams Leisure Ltd 1,132,147VTech Electronics Ltd 883,189Character Options Ltd 821,579LEGO UK Ltd 731,007Flair Leisure Prod Ltd 539,639MGA Ent 448,092Playmobil UK Ltd 421,296

Sept 2014 Toy Company TV Expenditure Company Name TV Expenditure

Hasbro (UK) Ltd 3,530,646Mattel UK Ltd 1,532,056John Adams Leisure Ltd 1,475,451Fisher Price Toys Ltd 1,235,632Character Options Ltd 1,144,260Flair Leisure Prod Ltd 1,036,550Spin Master Toys Ltd 995,359VTech Electronics Ltd 761,078LEGO UK Ltd 696,744Playmobil UK Ltd 524,759

Girls 4-9 TVRsOctober 2013 vs September 2014

Boys 4-9 TVRs - October 2013 vs September 2014

Housewives & Kids TVRs - October 2013 vs September 2014

For more information on viewing levels please contact Mike Penfold. [email protected] Tel: 01753 889630.

All graphs and information supplied by Global Media Services

15


As the weather deteriorates further this year there is one word that is on my mind regularly... FROZEN! And this

offers no change to where my mind has been focusing for the last 12 months.

I can still remember seeing the email come through from our Mattel agent describing the lm. Here is an FSDU from the new Disney theatrical release. There are two sisters that fall out and end up making up at the last possible instance.... I quickly made a decision on Frozen and at this point, I am quite happy that I actually used the very scienti c thought process of well if it

is Disney, it has more of a chance of working than falling at on its face, so I did order a number of the FSDUs for delivery in early December last year.

But who could have known just how big this would become? Frozen has been off the scale all year. And now we yet again nd ourselves with lots of great product but two lines that, in my opinion, everyone is looking for are Mattels Frozen Sparkle Dolls and Jakks Paci cs Snow Glow Elsa. These are the highest in-demand products in the toy trade and Id love to get my hands on more of them. Its a bit frustrating as I had my orders placed a long time before they were due to be ooding the marketplace.

If I was selecting a top sellers list for my stores it would be inundated with Frozen products, and this is not having anywhere near the amount of stock that I would have liked or have been able to sell.

It truly is a beautiful thing when a movie, TV show or computer game just goes bonkers and triples the footfall into your store. I am (reluctantly) happy to admit that I have seen the movie more than twice and have enjoyed it every time Ive watched it. Olaf is my favourite character by a long way and I love how the toy trade is able to respond to market demands because we now have a multitude of singing, stretching,

talking and poseable Olafs to ful l every little girls dream.

My personal favourite is the Summer Singing Olaf from Trends UK, and knowing that my wife doesnt read my articles (much the same as most other people!), I have actually bought her one of these for Christmas, as she constantly appraises the products out there for her most favourite character from the biggest movie of this year.

I sometimes sit down and think that the toy trade would be so much more simple if it was a little bit more predictable. Especially when I look at the amount of stock I have of a once very popular product, and I think about its severe drop in sales in the last couple of months. It would be brilliant to buy products knowing that they will sell until you decide not to stock them! But then again, that is the main bene t to the toy trade - we get to take a punt on some things, and hopefully get a few more correct than incorrect at the end of the year! I can only imagine how dif cult it must be for a supplier pitching for a new property and they have absolutely no idea if it will be the next big thing or if it will have zero appeal at all. It is, however, easy to see when suppliers feel the wrong way about a product range.

If we could predict the future, wed all be rich, muses The Independent this month

The Independents top-selling toys for November 2014

VOLUME:1) LEGO Mini gures - LEGO

2) Minecraft Singles - Mattel

3) Avengers Hero Mashers - Hasbro

VALUE:

1) Little Live Pets Bird In Cage - Character Options

2) Frozen Toddler Dolls - Jakks Paci c

3) Minecraft The Farm - LEGO

The Frozen glowDespite sometimes being at loggerheads, our two columnists are in agreement this month - for a change!

Well there is no arguing with The Independent this month!Frozen really is hot like no other licence. And, how clever of The

Independent to recognise the potential a year ago of this wonderful Disney property. How did he do it? Well, quite rightly, he put his trust in the IP owners, Disney, who have an unmatched record of delivering hugely successful consumer properties. Of course that is why we suppliers are all too frequently beating on Disneys door and shouting me, me!

As a US company, every new Disney property is considered by the two big US hitters - Hasbro and Mattel. Quite how Disney manage the relationship between these two giant competitors is another hugely interesting story.

But even they can get it wrong, as we saw when a relatively small US company picked up the very successful Doc McStuf ns property. How did that happen?

But the success of Frozen is truly remarkable and largely unpredictable. The lm was in the UK Box Of ce Top 10 for three months and it now ranks as the 10th highest grossing lm ever.

I bet even Disney were surprised at the outstanding success of this relatively low budget lm.

No wonder there is a shortage of product, but thankfully the licence was cut thinly and as a result there is a lot of second-tier product so that even UK retailers have been able to get Frozen product from other European markets to ll their empty shelves.

The excitement and drama that goes with Frozen is what makes this industry an amazing and unpredictable one to work within and thank goodness for that!

Who wants to work in an industry where we could forecast what is actually going to happen? Just look at the Loom Band craze where retailers and suppliers were unable to predict the end of a hugely successful concept.

My favourite character is also Olaf but unlike The Independent I know what my wife would say if I gave her a Summer Singing Olaf for Christmas!

I am sure all suppliers wish all independents an exciting and successful Christmas and a Peaceful and Relaxing New Year!

THE SECRET SUPPLIER

THE INDEPENDENTOPINION

The lure of the big-hitter

17DECEMBER 2014

COVER FEATUREFLAIR

A Turtle-tastic takeover

GP Flair is about to enter its

third year of distribution

of the awesome Teenage

Mutant Ninja Turtles. 2015

is set to be one of its biggest, with the

launch of the most successful segment

in Turtles history, Mutations. This comes

with a whole new sub-category, Half-

Shell Heroes, which will create a new

entry level range for preschool fans to

enjoy.

On the back of a hugely successful

2014, we explore whats in the shell for

2015 and ask Nic Aldridge, Marketing

Director, about his hopes for continuing

the Turtles takeover and opening up the

property to more fans than ever before

during the year ahead.

The Turtles take on the preschool category with Half-Shell Heroes Spring sees the Teenage Mutant Ninja

Turtles toys enter the pre-school

scene with the launch of the Half-Shell

Heroes collection, which incorporates

a cuter pre-school styling and softened

weapons. The launch will include

gures, vehicles and playsets,

plus an awesome Electronic

Shellraiser. The heroes of the

range are the Super Sewer

HQ, which comes with

two additional gures

and over 50 phrases

and sound effects, and

the Mega Mutant Leo,

packed with fun features

and multiple sounds and

phrases. With this new range

comes a subtle change in Flairs

marketing strategy, as parents and

grandparents will play a much bigger

role in the decision making for initial

purchase and will be responsible for

introducing the kids to the new range.

With this in mind, in addition to the

traditional TV, parental ambassadors

will be essential and this outreach

Hot on the heels of the hugely successful Teenage Mutant Hero Turtles lm and a fantastic year for Turtle toys, GP Flair are unleashing their latest range to the public

will commence in December with pre-

Christmas Half-Shell greetings sent to

in uential blogging mums with sons in

the age range.

Spring mutations and a new TV series Away from the Half Shell Heroes,

important news for Flairs existing

Turtles collection is that the all new

Season 3 TV series debuts in early 2015,

kick starting the Teenage Mutant Ninja

Turtles year. In addition the Mutations

Series, the most successful segment in

Turtles history, has been revamped for

a new generation! Fans will now be able

to mix and match their Turtle heroes

and villains with interchangeable arms,

legs and heads. With nine characters

to collect initially they can create their

turtelly awesome mutated character.

The Turtle Brothers are also represented

in the Mutations Deluxe Figures that

change from Pet

Turtle to Ninja

Turtle in

seconds.

Nic, how do you think this new entry point for little Turtles fans will be received?

The feedback we have received from retailers has been very positive. This range has a cuter styling that makes it extremely mummy friendly for younger children. Its also clear from some of the comments online, after the launch in the US, that this is what some of the parents of younger children have been waiting for enabling their children to get on board with the Ninja fun.

What makes this new action gure series special?

As you know Teenage Mutant Ninja Turtles are already based on the Mutations process and this category was the strongest when this category originally launched back in the 90s so we have high hopes to replicate its success. In support of the launch, Flairs marketing campaign will enhance the collectability of this new range together with the gameplay linked to each gure.

And what would your ultimate mutation be? Now that would be telling, but a combination of all four brothers would certainly create a mighty Ninja warrior. The beauty of this range is everyones ultimate will be their own creation.

And nally, the Teenage Mutant Ninja Turtles movie gures have created a stir

Yes and still are! The movie series brought with it a whole new gure style and opened out a whole new demographic of purchases as fans added to their classic collections with the lm-inspired action gures. They have proven highly successful and are the third age of Turtles for fans to collect this Christmas.

Nic Aldridge, Marketing Director

2014 Viacom Overseas Holdings C. V. All Rights Reserved.

18DECEMBER 2014

As the nal preparations are put on a sold-out London Toy Fair, TnP speaks to some key retailers to nd out how they view the exhibition

All the fun of the fair

London Toy Fair 2015 is taking place next month and the industry is ramping up its preparations. As part of Toys n

Playthings indepth coverage of the fair, for which we are proud publishers of the Toy Fair Daily Newspaper, this month we speak to key retailers and organisations about how they view London Toy Fair, what they most look forward to and they also divulge their key tips for novice toy buyers.

Andrea Gornall, Senior Buyer Toys & Nursery, Shop Direct Group

Why is London Toy Fair a must-attend show for you?

London Toy Fair is the biggest event in the UK toy industry so it is massively important to us at Shop Direct. Its focused and enables my whole team and the teams we work closely with, including quality assurance, marketing and merchandising, to see a large number of suppliers under one roof in a short amount of time. Were all so busy that its impossible for every member of the team to attend all previews so a toy fair like this is critical. What are your top three tips for novice buyers at the show?

Organise your diary so you dont waste time. Plan to see suppliers in sections or by zone.

Plan the right amount of time in with each supplier, so you dont rush around the stands and potentially miss something key.

Always leave time free in the diary so you can walk the oor and see companies that you arent currently trading with. Its so important to meet new suppliers.

What makes the show so special for you?London Toy Fair is busy, full on and you never stop, but its fun and exciting at the same time. Suppliers make a real effort to present their products in an amazing way so its important that we all show our full support and really take advantage of what the event offers the industry.

Brian Simpson, General Manager, SMF Toy Town

Why is London Toy Fair a must-attend show for you?London Toy Fair is the most important three days of the year for me. It is a one stop shop for seeing new products, reviews with suppliers and catching up with friendly faces that I only see a couple of times a year. It forces me to carry out a detailed study of how we have done with each supplier as part of my preparation for the fair, otherwise this may never get done! I love the buzz during Toy Fair, and its secondary bene t is that it sets me up for another year of toy retailing after a small break during Christmas.

What are your top three tips for novice buyers at the show? My top three tips are probably what everyones would be, go in to the Fair with a plan and stick to it! Planning before the Fair is everything. Organise your appointments way in

advance of walking into the show and dont budge on them. Agents and reps will always try to keep you for longer than you have time for.

Dont let the amount of product plague what you came to the show to do. Book in with your current and most important suppliers rst, and then if you are on the hunt for a few extra bits t them in around this. If a supplier wants to deal with you they will always be able to get together some samples, and this can be done after the fair. Spend your time wisely at the fair and have those all important reviews with your suppliers so that you can start the year off on the best footing possible.

Bring a bit of food to eat during the day. The only way for me to t everyone in is to not have a lunch, and as the day goes on I listen less and less, so keep yourself nourished to help you get through it.

What makes the show so special for you?London Toy Fair is special for me because I can use the three days to get out of my of ce, soak up the excitement for what is going on in the toy industry, eat at my favourite Italian restaurant and just gee myself up for the year ahead. Toys have clear and distinct seasons, but every day follows the previous one, and it never stops. After the madness that is Christmas, Toy Fair really gives me that much needed shake to get myself back on top of things before more stock starts to come in.

Ian Edmunds, Marketing and Operations Director, Toymaster Ltd

Why is London Toy Fair a must-attend show for you?It starts the year off. After Christmas it is the rst chance you get to see whats new and it gives you a chance to catch up with your fellow retailers and everyone in the industry.

What are your top three tips for novice buyers at the show? Dont wear new shoes! Enjoy it but dont buy everything. Give yourself some time to take it all in and dont think you can do it all in one day.

What makes the show so special for you?Really, it is all about seeing the new toys and catching up with so many people.

TOY FAIR 2015

RETAILOPINION

This month we talk to some of the industrys nest as they take a look back on 2014. We also nd out how sales have been in Q4, what product has impressed them the most and their own best-sellers

MICHELE MARZILIANO UK Country Manager, Clementoni Have sales been matching expectations in Q4? Q4 has been a really strong quarter for us. The sell-out is really good and we are receiving many orders from our customers. A positive surprise was Frozen, our puzzles are just ying from the shelves. How would you sum up 2014 overall?This year we achieved excellent growth in our most important categories that are performing really well. What has your best selling product been for the year?The Mickey and Minnie talking books. We launched them last year and for the second year we have achieved great sales. What efforts do you make to support retailers during this busy season?We have invested in strengthening our

communication strategy and earlier this year we began a collaboration with a PR agency, who are focusing on driving consumer demand and social media. What product has

impressed you most in 2014? I really love the Xeno from Flair. I think its a really funny toy and great for Christmas.

Trade talkSponsored by

LAUREN HAYWARD,Group Brand Manager, Posh Paws International

Have sales been matching expectations in Q4? We have seen a signi cant upsurge in the last two to three weeks and are on target for a good Q4.

How would you sum up 2014 overall? It has been a challenging year as we have broken into a number of new categories including backpacks and pocket money. However, we have received fantastic support from our retailers. The company is growing and we are taking on more licences, there is a real buzz around the Posh Paws of ces this year.

What has your best selling product been for the year? Our Doc McStuf ns remains at the top spot, but Frozen is hotly on its hee ls and growing at pace.

What efforts do you make to support retailers during this busy season? We have provided a POS offering and also work closely with our retailers to provide some eye-catching in store promotions.

What product has impressed you most in 2014? LEGO always impresses me both from a product and a marketing perspective.

o s busy

thening our earlier this

n with a PR

y

Have you got the best partner?

Amethyst is the brand leader in UK Toys and Games Logistics

Our fl exible and proactive service optimises costs for our clients and we deliver a pain free peak year after year.

For a stress free, multichannel, logistics solution, please contact:[email protected] 01580 895600 www.amethystgroup.co.uk

DECEMBER 2014 19


WHATS NEWNEW LAUNCHES TO HELP YOU SELL MORE

Rock on, baby!ZAPF CREATION0845 0533 333 www.zapf-creation.co.uk.

Zapf Creation and Baby Annabell are looking forward to 2015 following the successful launch of the rocking feature in autumn 2014. The dolls range of fun interactive features such as the realistic tears, eye and mouth movements aim to harness the caring and nurturing qualities that come so naturally to small children. The Baby Annabell doll comes dressed in a fashionable pink frilly romper suit with a bottle, bib, dummy and a beautiful heart-shaped pendant suitable for both the child and the doll. There are plenty of accessories designed around the nurturing role-play to help address all the bonding elements of looking after a small baby. The 2014 autumn accessory range includes the Baby Annabell Rocking Cradle and Nightlight, the Baby Annabell Highchair, Baby Annabell Changing Bag and the Baby Annabell Comfort Seat.

Spring 2015 will see Baby Annabell further extend its popular range of accessories with the introduction of a brand new Baby Annabell sheep themed potty! With this exciting new accessory little ones can potty train their very own Baby Annabell while simultaneously educating themselves on the potty routine. Baby Annabell and her range of accessories are suitable for children aged 3+.

Turbo powered! CHICCO01623750870www.chicco.co.uk

Due to excellent retailer and customer reception, Chicco is expanding its range of Turbo Touch cars with the introduction of the new Turbo Touch Fiat 500. These fun and chunky character vehicles, which will come red, pink or a sporty white, will offer exciting and entertaining fun for little ones making their rst moves. The stylish cars, which echo the chic Italian design of the Fiat 500, vibrate with an engine sound when they are switched on and when you press down on the back of the vehicle they rev up and go! Once they are zooming away they can also roar and salute to their friends with a toot on the horn! The new Fiat 500 characters will join existing Turbo Touch favourites forming an integral part of Chiccos new Turbo Team! The cars are suitable from 2 years+.

20

EWWHATS NENEW LAUNCHES TO NEW LAUNCHESHELP YOU SELL MORE

It is good to care (bear)VIVID01483449944www.vividtoysandgames.co.uk

New for Vivid in 2015 are the adorable and extra huggable Care Bears! Launching in January, all the favourite characters will be available in an 8 inch Bean Bag Plush, and 14 inch Medium Plush which comes complete with a bonus DVD that contains a special Care Bears episode. For extra hugs and love, four of the characters will also be available in a 20 inch

Large Plush. Kira Mutimer, assistant brand manager says: We are very excited to be

working on Care Bears again and bringing the bears back for a new generation as

well as existing fans who remember it from when they were young.

Kira adds: Care Bears is a brand with a strong heritage that resonates with multiple generations

and girls can now grow their collection with all three sizes

for even more love! Care Bears will be supported with a TV advertising campaign throughout 2015 as well as a dedicated website for true

Care Bears fans.


John Ryan is Stores Editor at Retail Week. He has worked for the magazine for more than a decade covering store design, visual mer-chandising and what makes things sell in-store. In a previous life he was a buyer.

RETAILOPINION

This is what a good discounter should be about there is more to life than low price and inexpensive surroundings should not preclude enjoyment. The other element that is worth considering as far as Tiger is concerned is that it does actually sell a lot of toys for all ages, and children seem to nd the environment as stimulating as adults. Perhaps this is the future for value-led toy retailing. In Tiger, toys are mixed in with deli-style food, homewares and the kind of merchandise that you nd in stationers. Could it be therefore that the notion of the variety store, the Woolworths of yesteryear is seeing some kind of renaissance and the notion of a family store format is going to nd some kind of credence once more?

Maybe, but for the ambitious entrepreneur it would seem that there is a gap in the market for a really good and inexpensive toy retail environment that has a place on the high street, instead of on the urban periphery. Toy shops should live up to their billing they have to be fun and to look fun there is nothing worse than the pile it high, sell it cheap store interior its an idea that Tesco abandoned in the early 1980s. Frivolous fantasy interiors, or those that enable such things to be a reality should be possible on a budget as much as the toy nirvana that is Hamleys.

Yet it is genuinely odd how many toy retailers seem able to spend an inordinate amount of time choosing the right things for a store, but then more or less forget where the toys are going to be displayed. As Christmas draws on apace therefore, heres a mild plea. Make toy shops in 2015 better places to be and this does not mean relying solely upon the point of sale material provided by suppliers and manufacturers. And if you really do want to have a chance of being different, consider setting up a value toy store that doesnt look and feel like one it is possible. Toy shops should not be miserable places, but in so many instances they are. Forget about the discounters of old and embrace the value sector of the future theres still room for movement and money to be made.

W hat is it about discounters that makes you want to avoid them? These are places where you know the deal cheap stuff displayed cheaply with minimal service factored in as part of the deal. That will be why you dont like going in them. Well, actually, that used to be the model, but increasingly as the likes of Aldi and Lidl produce premium ranges and improve their in-store environments, the big supermarkets are feeling them biting at their heels, calves and shins. This is the future and its one in which well all feel good about heading for places like this, as well as the more mainstream offers from the mid-market merchants.

The interesting point about whats been done by the food discounters is that they have realised that if they want to appeal to all, they have to create places that you might actually want to go to rather than emporia where boxes are strewn around and you nd things more by luck than judgement.

Yet heres the curious thing. Switch sectors and head for the toy arena and an awful lot of what is euphemistically referred to as big box retailing ticks most of the old skool discount format boxes. There are two retailers that really go large in this and almost every other respect, of course they will go unnamed. Both try to be all things to all toy shoppers and both are found on the edge of towns and cities across the land.

These are not pretty places they sport vast logos across their frontages and are what is known by certain parts of the property world as MSUs mass space users.

And in spite of appearances, they are not cheap. They may be big and uncompromising in appearance, but they are in fact posited upon the idea of being a category killer the expectation is that everything in toyland is available here.

The curious thing is that nobody, to date, has really thought that a chain of high street discount toy shops would be a good idea. This neednt even mean shelves groaning under the weight of brightly-coloured plastic. Take Tiger. Tiger is a Danish value retailer that is sweeping across the UK at the moment and almost everywhere else it goes for that matter. A Tiger store is cheap, certainly, you can make multiple purchases without too big an impact being made on the wallet. But thats not really the point. These are fun places to be they are bright, have graphics that are visual or verbal fun and there is the sense of there being something for almost anybody who enters the store.

ttooyyssnnplaaaayyythhings.co.uk

Being cheap does not mean being awful, so why dont we look at things differently, encourages John Ryan

How much value do you place on your toy shop?

22


RETAIL INTERVIEWTOYMASTER

With 170 members around the UK and Ireland, the Toymaster group is one of the most respected and recognised in the industry. Ian Edmunds, Marketing and Operations Director at Toymaster Ltd chats to TnP about how business is faring and what the industry needs...

What does it mean to be a Toymaster member?It means a lot. People are always going to join because of the discount and payment terms, and they stay because of all of those things but also because as retailers, they are all in it together. Its a lonely business if you are out there on your own. You are always going to join Toymaster for financial reasons but you stay for emotional ones.

How do you support Toymaster members?We support with branding, buying decisions and marketing and all of that is communicated through the website. There is a wealth of information there and that is sent out to our members regularly. We host presentations for members and we are at the

end of the phone on a daily basis. With Toymaster you have 170 like-minded individuals and weve found our internet forum has really taken-off. It gives retailers great support. We first started it in 2008 but were almost ahead of our time, it wasnt getting much use so we got rid of it in 2011. However we brought it back in August 2014 after members requested it and since then weve had 8,852 views. Any question a retailer has, they can ask it on the

forum, its had more users than we thought it would.

Any question a retailer has got, they can ask it on the forum, its had more members using it than we thought would

How important is the online aspect of things to Toymaster and your members? Something we have implemented is the Toymaster Ring and Reserve function through our website. We set this up early 2014 and have linked it back to our Christmas catalogue. Shoppers just click on an item and we tell them where it is stocked nearest to them and they can then reserve it. Weve had 153,000 views and 65,192 people using Ring and Reserve. But in general, I would say you cant set up a standalone toy shop online and make money from it. How can you compete with the likes of Amazon? That being said, a lot of our members are taking advantage of the commercial opportunities offered online but are not using it as a standalone venture.

Ian Edmunds

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23DECEMBER 2014

How would you sum 2014 up for Toymaster members? 2014 has been a good year for the high street. Things like Loom Bands, Panini Stickers and LEGO mini-figures really helped drive footfall. What we need for 2015 is the same thing we needed in 2014, a craze!

Ians hits of 20141. Loom Bands

2. Panini Stickers

3. LEGO Mini-Figures

4. Frozen

What is the point of difference between Toymaster shops and supermarkets? I describe shops like Toys R Us, Smyths and The Entertainer as being proper toy shops. While they are big shops, they havent forgotten how to be entrepreneurial. Others, like supermarkets, are moving towards own label product to get better margins. They have no empathy for the toy trade. But people are drifting back towards local shops and we have noted that.

What were Toymaster members must-have items for 2014?I would say Loom Bands have to be up there, as was Frozen, LEGO, LEGO again and anything by Character Options went well.

And what about for 2015, what do you recommend people take note of?It is hard to predict a trend but Minions could be a good one and Frozen may keep going, there is lots of product now, it is either a feast or a famine!

What tools do you recommend Toymaster members use to keep on top of trends? Probably the most useful tool we can recommend is the members area of our own website. The forum is great for sales and trends information and you have access to what 170 other members think. We want people to talk to each other even more.

People are drifting back towards local shops and we have noted that

IANS VIEWWhat we need for 2015 is the same thing we needed in 2014, a craze!


RETAILOPINION

TnP loves to hear your views. This month we chat with retailers around the

country to see what is selling well and how they are nding consumers on

the groundTnP talks to retailers who look back on 2014, divulging their busy times and what has sold well for them. They also make their predictions for 2015 and tell us their top picks for Christmas!

SANDRA LOWE, Con dent Kids Toys, Chichester, West Sussex

Theres long been a toy shop where Con dent Kids Toys sits, but Sandra has only been at the helm since 2013. She took ownership while searching for a new challenge, following a career at the NHS.

Other than this time of year, what has been your best trading period in 2014 and why?Its always busier when the kids are on school holidays, especially in the summer months.

What have been your top sellers in 2014? Micro Scooters have been selling really well for us. A lot of Tobar products have also been really popular with both girls and boys, particularly the RC Stunt Bugs and Helicopters.

What will be the one to watch in 2015?I think well continue to do very well with our

Micro Scooters. We also just received a number of Tobars Battle Tanks, which I think kids are

going to love.

Whats your top pick for Christmas?I think our range of Micro Scooters will continue to shine. Children like to have a

new scooter or bike for Christmas, and theyre a nice size and price for a gift this time of year.

SHARON EVESON, Country Stores Toymaster, Newry, Northern Ireland

Country Stores is a family-run business established by Sharon. I set the shop up myself in a cattle shed! revealed Sharon. This year they celebrated 30 years in business with a small party!

Other than this time of year, what has been your best trading period in 2015 and why?We are slightly different to other toy shops. We are almost set-up like a garden center in that were very much in the country but were 100% toys. Because of our location outdoor and wheeled toys tend to be big for us and so we see a peak around April and May as we head into summer. We also run a Christmas Club but all year round so people can come in from the start of the year so put deposits down, and that helps.

What have been your top sellers in 2014?Berg Go Karts have sold well for us, they are one of our biggest suppliers. Generic farming toys always do well and lines that

sell well are from Bruder, Britains and Siku.

What will be the one to watch in 2015?Tractors! Last year Berg had a pink compact Go Kart which sold out and we are getting that back in. Britains Low-Loader was very successful for us too. Kidkrafts wooden kitchen are also superb this year.

Whats your top pick for Christmas?It has to be Jakks Paci cs Snow Glow Elsa Doll, every third phone call is asking about it! I wish I had a pound for every call! My top pick would be a Go Kart we have for 350 or a tractor for 150. Doc McStuf ns is still going nice and steady too and Sylvanian Families have done well with Epoch.

Toy talk

LIA BALL, Wooden It Be Lovely, Southampton, Hampshire

Retailing is in Lia Balls blood. The owner of Wooden It Be Lovely, she is a fourth generation proprietor of the shop, which has housed several family businesses since opening as a butcher in 1926. It has been a toy shop for three years.

Other than this time of year, what has been your best trading period in 2015 and why?Easter and the lead up to the summer holidays are relatively busy. We also take our shop to the people, so to speak, with stands at local Christmas fairs, The Vintage Nostalgia Show, The Retro Festival and more. So were always busy!

What have been your top sellers in 2014?Traditional role-play has been very strong for us. John Cranes Tidlo range has been doing great, as has Indigo Jamms Kitchenette Diner.

What will be the one to watch in 2015?Its hard to say. January is just around the corner, and with it Toy Fair; thats always the place to discover the next big thing.

Whats your top pick for Christmas?The Tidlo Work Bench is always a best seller for us, especially at Christmas. Its nice and big to unwrap and perfect for a main gift.

TNPAMBASSADORS

FRANK may only be ve but hes a veteran when it comes to vehicle play and anything with wheels is instantly investigated.

So he reacted with pure joy when presented with the Casdon Woodplay Varoom Construction Wooden Vehicles Set.

Each set consists of four vehicles truck, crane with movable arm, cement mixer which turns when little ngers play with it and little digger with a bucket you can move up and down.

The smoothness of the wood and the solid structure means you can tell at rst touch that they werent bbing when they say handmade I also note its made from sustainable plantation wood and water-based paints, which is a bonus for our precious little babies!

Frank really enjoyed pushing the toys around and quickly learned that he can swap and interchange the pieces so he can dictate the look of his vehicle.

He spent ages pulling them apart, and putting them back together then pushing them around, before it was back to pulling them apart yet again

to reconstruct in a different con guration.

The toys have become a regular attraction on

our oor and even when up on

the shelf they drew interest from visitors who asked where we got them as they are such lovely little toys.

I wouldnt hesitate in

purchasing these again for

my children or as a gift. They ticked all

our boxes and would de nitely withstand the tough love of any little boy or girl while also being environmentally

conscious. Well done Casdon varoom varoom!

Wooden you love to play with this!Mum of two Sonia Dean, tells us why her little family loved Casdons Varoom Construction Wooden Vehicles Set

Anyone for Chicken Charades? This has to be the strangest question I have asked in a while, however, it proved to be one of the best! Chicken Charades is a fast paced, suitable for all ages, totally entertaining version of charades but with a twist! You use the

squeaky rubber chicken to act out you word. Oh, and it has to be done in just 10 seconds!

Our group consisted of two

Who you calling chicken?University Games Chicken Charades was tried and tested by mum Abi and her children on a family holiday

families on a weekend away. The older boys (aged 11) were a little uncertain when we brought the game out to try but once they got started, they had a brilliant time! Easily playable in teams or as individuals, the game suited us all, with ages ranging from 8 to mums!

Simply put, you take a card and there are a number of words on it, by using the dice

your word is chosen for you. Sounds of yes! were heard when it was a good word to act out, and a fair bit of oh no! when it wasnt quite so obvious. Either way, we had so much

fun acting out the different words with the chicken being

used as a trumpet, corn on the cob, he had a massage and

even an aeroplane at one point. A great game suitable for ages 8 and above, its fast, its interactive and seriously fun.

25DECEMBER 2014

26 toysnplaythings.co.uk

SPONSORED FEATURETNP INSIGHT - INSIDE WITH CLEMENTONI

The Italian connection

WE ASKEDWhat are you aims for Clementoni in 2015 and beyond?

We would like to reinforce our presence in the UK market, and in general reinforce the process of internationalisation that the company has been working on for decades. In recent years, this process has rmly contributed to increasing our consolidated turnover, but also to improving brand awareness and reinforcing its reputation in the European market.

Clementoni is a well-loved and highly regarded company in Italy can you give us an insight into its positioning in Italy?Clementoni is an all-Italian company that is still led by the founding family in the same town where it was created. Since its birth in 1963 until now, the way to the top has been long but fruitful. Clementoni is now in fact the proud holder of position number one in the educat

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