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NEWSDAILY
Hasbro and Disney: A royal marriage
Thursday, January 22, 2015The Toy Fair’s ONLY offi cial daily paper
DAY 3
Dreams do come true – just ask Sofi a Carson.
As a little girl, Sofi a dreamt that some day she would sing on stage, dance and maybe even star in a movie.
But never in her dreams was there going to be a Hasbro doll!
All her dreams came true as Sofi a, who plays Evvie the daughter of the Evil Queen from Snow White in Disney’s new fi lm, Descendants, had her very own doll, by Hasbro, unveiled yesterday here at Toy Fair.
But she admits she had to fi ght back tears when she laid eyes on her doll.
“I wanted to cry but there were cameras everywhere. So I held it back. It is the most mind-blowing
experience of my life.“It really is such an
honour. My doll is absolutely beautiful. She’s perfect. I hope that she is a best seller.”
She adds: “It’s such an honour to be working with Disney.”
Mike Stagg, General Manager Retail for Walt Disney UK & Ireland, told Daily News: “The tween market is something that we currently don’t really have full representation in. So The Descendents is the perfect opportunity for us to recover lost ground.
“We are really excited about it. It has been fantastic to have Sofi a here with us.”
The fi lm is due to be released in 2015.
Tiny is going to be hugeCharacter’s Yummy Nummies range a hit with retailersCharacter Options say retail reaction to their Yummy Nummies range at Toy Fair has been impressive.The new ‘tiny’ food product range was launched at the fair with the craze already huge in Japan where
Malcolm Naish, Managing Director and owner of Lema Publishing (publishers of TnP and the Daily News) celebrates 50 years of visiting Toy Fair! Mark Naish, TnP’s publisher presented Malcolm with a Gold Disc of Keep on Running by the Spencer Davis Group, the track that was number one the week of his fi rst toy fair in 1966. Very apt!
• Interviews with MGA and Tobar• Show deals and offers•All the news from Day 2
Don’t MissInside:
50 years a toy boy
Cont’d on page 3 Disney actress Sofi a Carson with her Hasbro doll
2
NEWSLEGO Minecraft top pick with editorsLEGO B70LEGO’s Minecraft set has been voted Toy of the Show by editors at Toy Fair. The honour was voted on by media visiting Toy Fair in London this week. The Corgi James Bond Aston Martin DB5 from Hornby came in as runner up. LEGO Minecraft is the second winner of the award with 2014’s innugural prize given to the Sorgenfresser Worry Eaters from Schmit, distributed in the UK by Coiledspring Games.More than 400 broadcast, national, consumer and trade journalists have reported from Toy Fair since it opened on Tuesday 20 January. “We are really proud of Minecraft as it has been built on consumer demand. We asked consumers for their feedback to develop this range and we are delighted to have recognition of that effort with the Editors Choice Toy of the Show Award”, said Angie Tutt, Brand Director, LEGO.
Crazy about his awardH. GrossmanStand E49
H. Grossman was joint winner of the Craze of the Year Award at the annual Toy Industry Awards (TIA), which was held on Tuesday night at the Science Museum. The company bagged the award for its loomband brand Loom Twisters. “I’m delighted
and surprised in equal measure,” exclaimed Director, Martin Grossman. “Loom Twisters performed really well last year and we expect a steady performance from the product this year.” Asked where he would be keeping this prestigious award, Martin said: “Well, in my offi ce, of course!”
What do you expect from the show?Dave Gross: We have been at Toy Fair for ten years and have worked together as the benefi cial charity for the show in that time.
What would constitute a success for you?Emily Roseblade: It would be great to have some conversations with some new companies so we can develop relationships. We work with many companies on CRM deals – that’s cause related marketing campaign. So in essence we receive a donation every time someone sells an item in their shop.
Dave Gross: We help 200,000 people every year from the age of nought to 24. We help people who are leaving care and moving into the real world with that transition.
You have something special planed tonight.Emily and Dave: We do. Tonight is the big event of the fair for us – the trolley dash at 5.30pm.
In the morning thirty volunteers will come to the show and they will go around all the stalls and explain the dash.
What happens is the stallholders very generously donate a toy or toys to us and then the volunteers dash round putting the goodies into their trolleys.It’s great fun and obviously lots of children benefi t from Toy Fair’s generosity.
with... Dave GrossBarnardos
Stand Gallery 150
Hama timeBrand new and launching at Toy Fair, the super cute new licensed ranges from Hama have been going great guns. With Hello Kitty, Disney’s Palace Pets and Cars Ice Racer, and Doc McStuffi ns little craft fans can get creative and bring their favourite characters to life. DKL’s Farel Williams shows off a fully completed Hello Kitty.
Bake off!John Adams’ Marketing Manager, Lynette Norris, gets ready to tuck into a tasty treat from the new Mini-Make Cupcakes range. “Press day was mad in the best way possible, and we’ve had lots of positive feedback on our new lines,” she said. Stand G100
What do you Dave Gross: W
e,
COFFEECOFFEE
BREAKBREAK
3
Standing proudEPOCH making toys Ltd and Travis Designs reign supreme in the stand wars
Toy Fair organisers bestowed the highly-coveted Best Designed Stand awards during day two of London Toy Fair. The awards were presented by Roland Earl, secretary of the BTHA and Majen Immink, Head of Toy Fair Operations and Sales.
EPOCH making toys Ltd and Travis Designs reigned supreme over all others in the hotly contested competition.
“The stand is meant to represent the whole Sylvanian Families world,” explained Marketing Manager, Sally Carnall. “We really wanted to bring it to life! People are really impressed by the scale of it.”
Travis Designs scooped the award for Best Shell Scheme stand with Kate Springett of the design team explaining that all of the wood used on the stand was sourced locally. She added that the stand was designed to allow the colourful costumes shine through.
1. Jumbo is one of the oldest European Toy companies (over 160 years old) and a Royal one (a ‘Royal’ designation was given by the Dutch Crown on the company’s 125th anniversary in 1978).
2. Jumbo started as a shop in 1853
3. The red elephant has been the Jumbo trademark for games and puzzles since 1976. The elephant fi rst appeared in the Hausemann & Hötte logo for the fi rst time in 1936. Around that time, they were
selling wooden toys under the name Jumbo. The quality was perceived to be strong enough to withstand the weight of an elephant standing on the wooden toys and the name – Jumbo - and the red elephant have been used ever since.
4. We have given away over 1000 Jumbo Toy Fair mugs over the last four shows
5. Jumbo Games raised £2,600 for the Toy Trust during their Pounds for Puzzling challenge at last years London Toy Fair.
Flair feels the force Flair is putting the science into sci-fi with its brand new Star Wars Science range, revealed for the fi rst time at Toy Fair. Developed by Uncle Milton, Flair’s UK distribution rights will make them the go to company for legions of Star Wars fans, whose numbers are set to grow with the release of Episode VII: The Force Awakens in December.
The Lightsaber Room Light is the ultimate test for any budding Jedi Knight, giving them the opportunity to construct their very own replica of the fi lms’ iconic energy swords. Other products in the range include a mini version of the Lightsaber replicas; the Jedi Holocron, a Star Wars themed 20 questions game rewarding players with a fun fact; the Training Staff, Milky Way fi lters. “The new range offers something completely unique for kids and Star Wars fans,” says Mayur Pattni, Product Manager - Boys Toys at Flair. “With the construction, static electricity system, fun facts and more, they bring an educational element to the play. Simply put, they are really cool products for a really cool brand in a really cool year.”
5 things about… Jumbo, Stand E46
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children fi lm themselves making their miniature food creations. Demand is expected to be high for the June retail launch and the range will be TV advertised along with in-
store displays, demos, social media campaigns and more.“We had an amazing reaction to the Yummy Nummies collection,” said Character’s Marketing Director Jerry Healy. “It’s a huge craze in Japan and we’re looking forward to bringing it to the UK.”
Fast foodContinue from page 1R EAD ALL ABOUT IT...
Old Favorites With A Tech Twist - Daily Telegraph; Are These The Toys You’ll Be
Buying For Christmas - BBC News; Drones; Back With A Clang - The Sun; Good
Grief Penfold...Toys Are Going Retro - Daily Mail!
These are just some of the headline from the fi rst two day’s of Toy Fair 2015.
More than 400 journalists from the world’s media have descended on Olympia,
including interviews with BBC Radio 5Live, BBC Newsround, BBC Click, BBC
South, Sky News, and Channel 4 News.
A great many exhibitors benefi tted from extensive coverage here, with
Character garnering more than 200 headlines alone!
National media have also made their presence felt with a full page article in the
Sun as well as articles in the Metro, Evening Standard, Daily Star, Daily Mail, The
Daily Telegraph and the Guardian on Wednesday.
More articles are expected throughout the rest of the week in print, online
and broadcast on some fantastic line launches made throughout Toy Fair 2015.
MEDIA ZONE
4
NEWSGirls of summerFamosaGallery Stand 400Famosa’s trademark doll Nancy is all set to hit the UK this summer. Orginally launched in Spain in 1968, the doll continues to be the number one fashion doll in the territory, with a massive following and licensing programme to support the brand.
Nancy is a 43cm tall doll who is fun, beautiful, cool and has the latest ‘must have’ fashion accessories. She loves to look after her pets, play sports, braid her hair and has eyelashes most women would die for!
Launching in June, the Nancy line includes the World Adventures collection which sees Nancy in iconic outfi ts from her travels; Nancy Magic Pyjamas which glow in the dark. Pink Sports for skiing or horse riding, and girls can get creative with Nancy Glitter in the Sea and Nancy Hair Braids.
Nancy is being backed by a
heavyweight marketing strategy including a TV campaign from launch, press activity and tactical promotions.
“We are thrilled to be launching Nancy in the UK this year,” says Nikki Jeffery, Marketing Manager for Famosa. “We have seen the success the range has had in Spain and know that it will be a perfect fi t for the UK with both little girls and mums. We are investing heavily into the launch to ensure Nancy is the number one Fashion doll for 2015 and beyond.”
Her MAJ-esty says… DAY 3Each day of London Toy Fair 2015, Majen Immink, Head of Toy Fair Operations and Sales, will be taking a few moments out of her hectic schedule to tell you what to expect from the show.
Welcome to Day 3 at Toy Fair!Day two got off to a great start, waking up to press coverage from Sky News, Channel 4 news, BBC News and IBM, all with high quality coverage of exhibitors and products at Toy Fair. The show also received great print
coverage in the Sun, the Star, the Telegraph, the Guardian, the Metro and the Daily Mail. The halls were busy and the buzz around the show has been publicised throughout day one and two via Toy Fair TV and will continue today. Anna Williamson and Gavin Inskip, TFTV presenters, have seen over 100 exhibitors so far with many more planned for today covering stand visits and the Demo Zone.
Today we will be welcoming 120 British design students who are looking at the toy industry as a possible destination career. Some exhibitors have already arranged stand visits for them to see the products designed to excite children and their families throughout 2015, so thank you to all those that are welcoming them on to their stands.
A huge thank you to all our visitors and exhibitors who make Toy Fair such a continually successful event. We welcome any feedback you have to improve the fair and keep it relevant. Please feel free to contact me after the fair if you think there are areas we need to improve for 2016.
Finally, thank you all for making my fi rst show as the head of Toy Fair so enjoyable and I look forward to welcoming you again in 2016! Have a fantastic fi nal day and a prosperous year.
Let them eat cake!CasdonStand E30
“We have a new stand this year and it’s proven really successful – we’ve had a brilliant turn-out so far. Retailers have been reacting well to our new licensed product, the Mr Kipling Cake Stand Shape Sorter.”
Paul Cassidy, Chairman
Yellow fellowsPosh PawsStand D89Toy Fair has gone Minions mad and
Posh Paws has upped the ante with
a new range of plush bags - half
toy half backpack. “The Minions
plush bags will launch alongside the
Minions movie in July,” said Group
Brand Manager Lauren Hayward.
“The feedback from the show has
been hugely positive.”
Making the tills ringFiesta CraftsStand F66“Toy Fair has always been a good order taking show and this year has been no exception,” says Fiesta Crafts’ Sales Director, Andrew Bacon. “Our new line, Ringalings, is an extension to one of our current best-selling lines, and we’ve had masses of great feedback.”
Power licenseSchleichStand B121A super new license for Schleich brings a new range of Justice League fi gures to the
company’s portfolio. Superman, Batman, Green Lantern and The Flash are joined by exclusive villains including Batman’s nemesis, The Joker. Marketing Manager Laura Bull looks on as the heroes battle in the city.
For more Feber items Contact details: [email protected] 01623 237 433 www.famosagroup.com
Visit us at Gallery 400
NEWS
Jumbo Stand, E46
Following Best New Toy being awarded to Wasgij General Election puzzles Jumbo Games the No.1 manufacturer of adult puzzles in the UK, and the No. 2 manufacturer in the children’s puzzle market, has been showcasing a very exciting line up of new products and licenses to launch throughout 2015 including:
Disney’s Frozen Magical Ice Palace game, Coronation Street True or False Trivia game, Game of Thrones and Thunderbirds Puzzles, Peppa Pig Tumble and Spin and
6
Robyn, how has London Toy Fair been so far for you?Amazing! Although I haven’t stopped to think too much, I can’t believe we are heading into day three already!
How has retailer response been to the Underground range?It’s been excellent. The sales team rearranged the stand on Monday night, based on what they had learned in Hong Kong, and it’s been hugely benefi cial. We are showing products that they knew would be well-received.
What kind of retailers have you been seeing?It’s been a real mixture of distributors, mass buyers, the independents, comic book stores. And then we have places like LEGOland as well as Argos and Tesco.
And which range seems to have captured retailers imaginations?The Star Wars Episode VII range has been well-received, even though we have only been able to give people a sneak peek. Our Marvel range is new for EMEA so that is going well too – we haven’t shown this before at Toy Fair.
Which licences are being well-received on the stand? All of them! But Frozen, Marvel, Star Wars and the POP! ranges are going down well.
What’s in your Toy Fair survival kit?Eight hour cream and we’d recommend people not start diets in January during Toy Fair season, it’s impossible!
COFFEECOFFEEBREAKBREAKwith... Robyn Cowlingwith... Robyn Cowling
Licensing Director Underground
Stand G120
Cook up a treat with Peppa Pig!Stand E125
Consistently a hugely popular preschool brand, HTI offers an extensive selection of fun Peppa Pig role-play, musical, wooden, wheeled and pocket money toys as well as dolls prams.
Little ones will be able to cook up a treat with beautiful new Peppa Pig House Kitchen. Uniquely tooled to resemble the design of Peppa Pig’s own kitchen from the series, standing almost 1 metre tall, the fl oor-standing, multi-feature role-play toy immerses pre-schoolers into the world of Peppa Pig. It includes a fridge, cooker, working toaster, lots of cooking and food accessories as well as realistic electronic cooking sounds and the Peppa Pig theme tune to bring the fun to life!
TI’s Peppa Pig role-play toy range also includes new cute character shaped Cases such as the George Superhero Case and Peppa’s Bedtime Case.
5 things about…Micro ScootersStand: B45
1. We will be celebrating our 10 year anniversary this year. 10 years of Micro Scooters in the UK – how did children get around before?
2. Did you know an estimated 500,000 Micro scooters are used on the school run?
3. With the average journey being a mile each way that’s 1 million miles of scooting each week day…which is equivalent to scooting around the world 40 times
4. If everybody who owns a Micro scooter lined up they would form a human scooting chain from Lands End to John O Groats (and back again).
5. An average person will takes 20 minutes to walk a mile and only 6 minutes to scoot.
Parents dig Hey DuggeeGolden Bear has a hit on its hands with a new TV license that debuted less than two weeks ago. Hey Duggee, which aired for the fi rst time on CBeebies last Monday, has already been incredibly popular, the fi rst indications of which came through social media. Parents and new fans have been taking to Facebook and Twitter to share their new-found favourite.
“We didn’t even have the ratings through and we knew we had a potential hit on our hands,” said Golden Bear’s Commercial Director, Barry Hughes. “Social media can be a very handy way to gauge interest and get initial feedback before the offi cial viewing fi gures come through. Like any great kids’ show, Hey Duggee has that perfect mix of humour that both children and adults can enjoy. There’s been lots of interest and good feedback on the new range here at Toy Fair, so it’s been a great debut all round.”Stand E69
MIguel Pina Martins,
Science4You
The most exciting toy you have ever seen at
London Toy Fair?
A bird fl ying in the fair that was radio
controlled and I thought it was real!
Page 6 DAY 3 News.indd 1Page 6 DAY 3 News.indd 1 22/01/2015 01:1622/01/2015 01:16
How have the past 12 months been for Spin Master?We’re coming into 2015 with momentum from last year with some good growth, which is obviously fantastic. It’s really rewarding to see some of our goals and visions come to fruition as well, particularly in the broadening of our categories. We are now more evenly spread with an established games business, a good foot in the spy category with Spy Gear and Meccano is an on-going development that is coming into its own this year.
What has been generating the most buzz on the Spin Master stand? The way the national press and media took to Meccanoid was fantastic to see. We really view this year as the offi cial re-launch for Meccano, and Meccanoid epitomises a lot of our aims for the brand. We’re taking this beloved toy and making it cool again, with updated designs and some incredible technology.
Gadget Show presenter Jason Bradbury visited the stand on press day and was really impressed with the sophistication and accessibility of Meccanoid – and that’s a man who knows his stuff! You have to stop by the stand and see it for yourself.
What are the other highlights of the stand?It has been great to see kids take to Paw Patrols the way they have. It’s a really fun brand that we are supporting as an evergreen. The ratings for the TV series are brilliant and it’s going from strength to strength on both Nick Jr. and Channel 5’s Milkshake. A retailer I spoke to yesterday told me Paw Patrol is their number one selling pre-school character brand, which is wonderful to hear. Also, How To Train Your Dragon continues to be a top license, Sew Cool has exceeded our expectations in the craft category, there are exciting updates to all of our existing ranges and much more.
What would make Toy Fair 2015 a success for you this year?We opened with a bang on day one and have been receiving great feedback throughout the show across our brands. You can’t ask for more than that!
8
NEWS
with... Phil HooperMarketing Director UK, Spin Master,
Stand E131toDiiiiirrrereeeeerreeccctctctctctcMarketing Dire
COFFEECOFFEE
BREAKBREAK
Marcello RossiThis is it StoresI’ve been attending the show for around 25 years and we have six stores. There is a notable trend leaning toward drones, but also dinosaurs and Minions. Dinosaurs, as we are about to see the new Jurassic fi lm released this year and as for drones, these are a great retail opportunity - not only are they for kids, but adults love them too!
This year we are visiting the show fortwo days. We never really have a plan and tend to walk all the aisles - walking one way, then walking back to make sure we don’t miss anything, although naturally we do have pre-booked appointments with our larger suppliers. The Greenhouse is a great opportunity also for new companies entering this industry, so this is a must visit area.
Michelle McGuireJohn LewisWe come every year as a buying team, and this year there are 10 of us. Naturally we will be here for the full duration of the show. Although so far I wouldn’t say I’ve seen anything that could be considered completely ‘new’, we’re always on the lookout. I would like to see Trends UK, especially MiPosaur and also Jazwares from the US will be receiving a visit. I think what with all the talk about robotic pets and motion sensor technology this will be an area that we will be looking at moving forward.
I always wander the Greenhouse between meetings to see what’s new.
ortunity also for new companies sit area. abo
mothiswilfor
ItoAndrea Gornall
Shop DirectI’ve attended Toy Fair for in excess of 20 years. As senior members of our team, we cover all categories while we are here and have around 15 team members with us. We’ve noticed a few trends whilst here, mainly in girls’ and little pet-type products - different animals and play sets.
We are looking forward to attending the Disney talks this afternoon, and we can then also ascertain what their licensing plans are.
Each year, we plan our visit and have what we call ‘destination stands’ and we try to cover as much of the show as possible between these and any specifi c appointments.
Toy Fair is great as we get to see so many people at one venue and I have to say, sometimes I wish I could turn back time and we can have that ‘extra’ day back at Toy Fair, making it a four day event. As we cover so many categories, we could quite easily spend more time here.Pictured: Andrea Gornall Senior Buyer, Robert O’Brien Senior Merchandiser
Emma KellyBents Garden & HomeUnfortuntely we’re only able to attend Toy Fair for one day this year. We are mainly searching for character licensed products, bikes and outdoor toys. We use Toy Fair as one of our prime buying exhibitions for the year for our toys business. We also walk the halls to fi nd companies of interest and then try to slot these in between our appointments.
For more details please contact 01235 555545
Takes photos and videos on the go
Attach it to bikes, skateboards and more
Comes with a waterproof case and mounts
Capture your adventures, wherever you are!
Stand
500
70
Mirella Anstey
Group Editor
Mairead Wilmot
Editor
Rhys Thomas
Editorial Assistant
Penny Franks
Additional Reporting
Kate Birch
Additional Reporting
Tracey Bearton
Additional Reporting
Ryan Horwood
Head of Media
Solutions
Do you have some breaking news or hot stories? Then visit Toys ‘n’ Playthings on Stand E1
It’s here!
Come to Stand E1 to fi nd out more!
Toys ‘n’ PlaythingsHelping everyone sell more
TV
11
NEWS5 things about… KD UKGallery Stand 160
1. KD UK’s offi ce is located in one of the most haunted buildings in Great Britain.
2. One of our staff members features in Paul Gascoigne’s autobiography.
3. Over half of KD UK’s employees were born outside of the UK.
4. KD Group produces localised products in 110 different languages.
5. 71% of the KD UK team has appeared on TV.
Manhattan ToyGallery Stand 315 “The show has been good, we’ve always been busy. Scout is our new doll range that’s much more modern and for fi ve years and above, and the packaging is quite exclusive with great presentation,” said Manhattan Toy’s Jerome Lomer.
Sing it loud Lexibook B18Lexibook’s Emmanuel Le Cottier has a lot to sing about.
Their Bluetooth Sound & Light Tower karaoke systems have gone down a storm at London’s Toy Fair.
He said: “It has been a huge success with the voice changer and pitch corrector and Frozen and Minion licenses.”
Another big hit is the Playdroid TV – the fi rst android based TV game console. The console allows unlimited gaming for all the classic games children can fi nd on their phones.
Get active! Mookie E149The New Year is set to be a winner for TP Activity Toys – it’s set to be backed with a major TV campaign. Mookie’s Marketing Assistant, Matt Griggs, told Daily News: “2015 is TP’s year. It was bought by Mookie three years ago and we have been pushing it as a brand. Now, we will also be pushing it with a TV campaign. It will be the fi rst time ever in TP’s fi fty years history.”TP’s range, which is made of high quality wood and metal, includes play sets, trampolines and climbing frames. All visitors to Mookie’s stand are in for a treat with free popcorn and slush drinks.
Freddy the teddy is a keeper Vivid Toy Group E135Meet Freddy – the bear everyone is talking about at Toy Fair.
Vivid’s Marketing Manager, Kerry Paternoster, said My Friend Freddy Bear has been the “secret star of the show.” He’s perfect for pre-school learning. She explained: “Freddy is magical! The beauty is that before you buy him, you can download the app and you can put in any data like name, age, brothers and sisters. He is then activated and will speak to your child the fi rst time he meets them.
“Freddy’s mouth moves. He has sensors. If you turn him down, he may say, ‘Oh no. Don’t turn me down!’
“The beauty about Freddy is that he grows with the age of the child.”Kerry added Toy Fair 2015 has been an amazing and busy one. “My Friend
Cayla won Innovative Toy of the Year. The interest in her is huge. Tracy Island has also been a huge success.
“Real FX has gone down well too. We have had racing instructor, Ben Elliot set a record of 2.95 seconds. Everyone has been trying to beat it, but no one has managed to do it yet!”
12
NEWS
5 things about… Le Toy Van, Stand E10
1. Seven different languages are spoken in Le Toy Van’s offi ce.
2. The company is celebrating its 20th anniversary in 2015.
3. In their repertoire Le Toy Van has 109 unique posable wooden characters called the Budkins.
4. Le Toy Van has 18 award-winning toys in its 2015 catalogue.
5. Le Toy Van have a large dolls’ house collection: 13 different ones.
A well Wicked BoomaWicked Vision E100
“It’s been such an open
show. We have seen all sorts
of people from the industry
on our stand,”
said Alex Salisbury of
Wicked Vision.
“There’s been a real buzz
at Toy Fair this year. For us it
feels like we’re playing rather
than working.
“The stall is great and gives
people a chance to interact
with out products. It’s fun
watching their eyes light up.
“The show has exceeded
expectations,” she added.
“This year it has been very busy the whole time with national and
international interest.
“There has been a massive trend towards technology but we have
found there’s a return to traditional, ie non electric, toys. We have seen
massive interest in our Wicked Booma,” said Alex.
“We have even created the world’s most expensive boomerang – the
Wicked Carbon Booma and Wicked Sky Rider Carbon fl ying disc –
both sell for £300. People just love playing with it so much. Funnily
enough it’s manufactured in the UK and exported to Australia!”
All sparklesJames Galt Stand E9 Galt’s glamorous show opener with Strictly Come Dancing stars Kristina Rihanoff and Aliona Vilani on the stand pushed Galt into the national news. “It was superb to see them in the news, and our other brands will defi nitely benefi t from the exposure,” said Managing Director John McDonnell. “Selfi e Jewllery is a fantastic example, combining the modern, digital theme with traditional craft.”
Clever MaxSmart UK Gallery Stand 410Brand Director Karen Clarke showed off their new product, Smartmax.
She said: “This is an extension of the Mega Ball run with various entry points, this is actually a product and we just created this large-scale version – we did cheat and glue this one together just to be on the safe side for the show but it’s a magnetic construction system.
“It’s been a very good show. Smartmax has received a lot of attention because it’s a pre-school magnetic construction system that starts from the age of one, which is very unusual, and then we do Smart Games, our award-winning multiple logic games.
“Smartmax is so visually appealing and colourful and is very popular because of the age range. We launched it in the autumn and have had a very positive response from retailers because it fi lls a gap in the sector that has been missing until now.”
Moving from A-BCentury Logistics Stand B99“We come to Toy Fair to have a presence and remind everyone that logistics is about much more than moving box A to point B. We’ve met up with lots of our existing customers and have some very positive leads, which is a massive bonus,” says Century Logistics’ Lynn Hughes.“And of course, you can’t beat chatting with people face-to-face.”
Y’alright cockers?Trends UKStand B20CBBC’s Hacker T. Dog is everywhere right now, popping up on TV at Wimbledon, Sports Personality of the Year and even the BBC’s The Voice. You can now add Toy Fair to that growing list, after he made his debut on the Trends UK stand yesterday to reveal the Hacker T. Dog Hand Puppets.
Hacker is sure they will be a hit at retail, but will they be massive next year? “They’re always the same size,” he jokes.
Page 12 Day 3 New.indd 1Page 12 Day 3 New.indd 1 22/01/2015 01:4322/01/2015 01:43
14
NEWS
Emma Arthur Norton PR
What’s your favourite product of London Toy Fair 2015?It’s a massive retro year for us this year so under that banner we are going all guns blazing on Thunderbirds, Corgi Anniversary, 50th Birthday of Tiny Tears, Care Bears re-
launch and Sooty!
How is Toy Fair going for you?“It’s going great, it’s brilliant to be able to showcase our products at Toy Fair. This is Famosa’s second year here, but it’s my 13th year.”
What are you excited to show retailers?“We’re excited about Nancy, which is our big launch. She is the number one doll in Spain and was born in 1968! We’re also excited to show our Nenuco, Pinypon and Faber ranges.”
Is marketing important to you?“Yes, we heavily invested in marketing in year one and this year is about maintaining that, particularly with our spring/summer and autumn/winter campaigns.”
So who is coming on the stand?“All of our key national accounts are meeting us here. We have an open
stand with a team of agents, so pop by!”
What is your Toy Fair survival kit?“A big breakfast, fl at shoes and sweets!”
And fi nally, what is your favourite coffee?“An Americano with hot milk on the side.”
COFFEECOFFEE
BREAKBREAK
Nikki JeffreyNikki JeffreyFamosa, Marketing Manager
Bowled overFuntime GiftsStand H15“Activity at Toy Fair has been very buoyant and we’ve had a lot of interest in our new Air Chargers. Visitors also love our Lightheaded Bowler Hat, which I’m wearing and which were worn during the opening ceremony of the London Olympics,” revealed Malcolm Ford, Managing Director.
Marbel-ousStand B50“The fi rst day of Toy Fair was a good one – it was great to see our
customers and we look forward to welcoming more visitors to check
out our complete new range of products, including the new Brio
range,” said Shaun Russell, Managing Director.
5 Things About… WOW Toys Stand G15
1. All WOW Toys are incredibly strong. They are also dog proof.
2. Every single one of our WOW fi gures is an individual and is carefully painted by hand.
3. A new hero fi gure to be launched later in 2015 is called Fabio, named after one of WOW’s very own graphic designers.
4. Our toys are aimed at 1-5-year-old children but we know that many continue to play with them long after they start primary school.
5. The reason we are called WOW Toys is because when we initially showed our toys to children, they all shouted “WOW!”
Having a ball!House of MarblesStand G110
“Our big push for Toy Fair 2015 is
our Infl ation Station,” said Sarah
Campbell, Sales Director. “It is an in-
store solution for infl atable beach
balls. The station means consumers
can blow up the balls they want in-
store, which means retailers can offer
beach balls without having to take up
loads of room housing them. We have
had a huge amount of interest from
retailers on this.”
16
NEWSCall the sheriff, Disney is in townTrends UKStand B20
Trends UK have teamed up with Disney on a new toy line based on the Disney Junior hit TV show, Sheriff Callie’s Wild West, in the UK and Ireland.
Speaking about the new line, Graham Spark, Sales Director, Trends UK said: “We are very excited to be able to offer our customers the fantastic rage of Disney Sheriff Callie’s Wild West toys. There is lots of interest from consumers for toys based on this hit series on Disney Junior.”
The toy range will feature plush toys and fi gure playsets based on the characters in the show. The hero item of the range will be the Sheriff Callie Callie-oke feature plush. Dancing and moving her mouth, Sheriff Callie Callie-oke sings the theme tune and says well-known phrases from the TV
5 Things about... Gibsons Stand E40 1. Gibsons 14 members of staff have notched up 137 years’
service between them.2. The love of pork pies is mandatory for career progression
at Gibsons.3. We work with 57 puzzle artists.4. Teas and coffees are served at Gibsons at 9am, 10.30am
and 3pm! Not participating in tea rounds is a sackable offence.
5. Missing puzzle pieces are often located in dressing gowns, swirly carpets and cardigans.
Moving on up!Kiddimoto Stand H44“We exclusively launched the new retro-inspired go-kart, the Box Cart, here at the show and we are having an amazing reception to it. We’ve taken quite a number of orders, as well as hearing lots of positive noises. Watch out for some very interesting own-label stuff happening with new licenses, such as Honda,” said Simon Booth, Managing Director.
Oh, what a magical night!Marvin’s MagicStand H65
Marvin Berglas, founder and
owner of Marvin’s Magic, walked
away with the Outstanding Contribution Award at
the annual Toy Industry Awards (TIA) on Tuesday
night. Marvin’s Magic has been delivering the best
magic retail-tainment in some of the world’s most
prestigious stores, as well as creating innovative
and impressive new magic products, since 1987. This
well-deserved award recognised Marvin’s more than
27-year contribution to the industry.
“Last night, we were not only recognised for
creating this entertainment category, from the early
years, right through to mind-blowing magic and
executive magic, but also for encouraging hundreds
of thousands – millions, even – of young magicians,”
says Marvin. “As a brand, we have become the
benchmark for in-store theatre and our worldwide
store entertainment has become such an important
part of the retail experience.”
The award on Tuesday night came completely out
of the blue for Marvin. “I’m normally the one pulling
surprises, but the tables were turned on me on
Tuesday night,” laughs Marvin. “It was a wonderful
surprise and I was, and am, so incredibly honoured
to be given this award.” This accolade comes hot on
the heels of the Outstanding Contribution to Magic
Award from The British Magic Society, which Marvin
picked up last March. As for the future, 2015 looks
like it will also be highly successful, especially with
the brand new Marvin’s iMagic, a product that mixes
traditional magic and technology, delivering magic
in the virtual world. “iMagic is our big focus for this
year and already, on the fi rst day of Toy Fair, we had
such an unbelievable response to it, with a lot of
people saying that we are taking magic to the next
level,” concludes Marvin.
Martin Grossman, H Grossman LtdThe most exciting toy you have ever seen at London Toy Fair?Our alien eggs in their gooey slime. Just holding it in your hand made it seem real!
Halilit’s Fun Facts Halilit Stand E90
* Halilit are celebrating 50 years in business in January 2015 and are celebrating 30 years of exhibiting at Toy Fair.
• Judith remembers in the early days that the Halilit musical toys came in polybags with orange card packaging, and that there were no toy safety standards to comply with!
• To celebrate the anniversary, Halilit had a caricaturist called Mr Sketchum drawing cartoon portraits of visitors to the stand, while champagne was fl owing all day.
* While the musical toys are still a major part of the business other brands distributed by Halilit include Taf Toys, Edushape, Interstar, Imaginabox, Scotchi, and the range of pre-school toys from Battat is being launched at Toy Fair.
18
NEWS
Helping to celebrate Halilit’s golden anniversary was TnP MD Malcolm Naish with Halilit’s Judith Stark and Camille Ashforth
The Demo Zone (Gallery 157) at Toy Fair 2015 was the place to be over the past few days if you wanted to get to grips with what children think of the latest toy lines.
Happy 20th Birthday!Le Toy Van
Stand E10
Celebrating its 20th anniversary this year, French
brand Le Toy Van, has been showing its range to
visiting retailers at this year’s Toy Fair, particularly
its bestselling wooden dolls house ranges. “We have
a great dolls house range – 13 dolls houses, six with
furniture and seven without furniture,” says Marie
Bureau, Sales and Marketing Executive. In addition,
the brand is showcasing its brand new range Petilou
for the fi rs time. The brand’s fi rst-ever range for
babies – for 12 months+ - Petilou offers seven
wooden products in bright shades and featuring
woodland animals. “The woodland theme is really big
at the moment and everyone is responding so well to
this range,” concluded Marie.
Chris Spalding, CEO, HTI What is the most exciting toy you have ever seen at London Toy Fair?
Wow how do you answer that?! I think the fi rst LeapPad tablet
my team and I launched which started a whole new category,
it was great to be a part of that.
20
NEWS5 things about… BANANAGRAMS Stand F101
1. More than six-and-a-half million copies of BANANAGRAMS have been sold worldwide.
2. Enough BANANAGRAMS tiles are now in play globally that, if they were laid end to end, they would reach around the earth almost 45 times.
3. The game is now available to buy in 31 different countries.
4. BANANAGRAMS got its name when the inventor yelled “this anagram game is driving me bananas!”
5. BANANAGRAMS is available in 10 different languages including Korean, Hebrew and Icelandic!
Cute as a buttonAsobiGallery Stand 120
Sarah Marks, Co-founder and Director of Buttonbag was on the Asobi stand. “Buttonbag is a new brand with Asobi. We’ve been going for about seven years and we offer sewing, knitting and other fabric-based craft kits.
“We’re launching a new range of mini-kits at the show which are priced to retail at pocket-money prices. We’re seeing no sign of the craft trend abating – we think parents like to buy crafts for their children as an antidote to the constant computerisation. So you have an iPad in one hand and a knitting kit in the other!”
Dino-coolGreat Infl ate
Gallery Stand 149
Great Infl ate owner Alasdair Roycroft’s sons Tate & Luca are pictured with the
dinosaurs. “This is our second year and the boys love it with all the fantastic toys around.
“We normally do gift fairs but there are a lot more dedicated buyers here.
“We’re seeing people here that we miss at the gift fairs because there are
so many more stands for them to look at there. They give us more time at a show like this
– we saw John Lewis yesterday and they’re interested. “And we see the toy buyers too
which is great because a store like that has 20 buyers or more so it’s not always the right one who sees you at other shows.”
A smile says a thousand words...Charity Spread a Smile attended Toy Fair 2015 to spread their message. The group is dedicated to improving the time spent by seriously ill children in hospital and they are looking for your help.So what do they do?Spread a Smile take entertainers such as fairies, pirates, children’s characters, magicians, singers, face painters, authors and poets into Great Ormond Street and University College London and The Royal London Hospitals. They also treat families to VIP days out and parties.
The charity was founded by Josephine Segal and Vanessa Crocker as Josephine’s nephew was seriously ill in hospital. After sending in a magician to see him, Josephine realised this made a real difference and she wanted to
be able to help other children and teenagers in this way.
Spreaking to the Daily News, Elizabeth Jay, Director of Marketing and Fundraising said, “We came to Toy Fair 2015 to meet members of the toy industry, to make ideal links with our charity and to obtain merchandise we can take into hospitals and give to children on our VIP days out. These toys will make a real difference to the lives of these deserving children and young people.”
“We have also come today to support the Anagranimals who are raising money for us at the show today.”
If you or your company think you can help the Spread a Smile team, please contact Elizabeth by emailing [email protected]
The French eff ectD’ArpejeGallery Stand 190
D’Arpeje’s Brigit Bresson
told the Daily News that
Toy Fair has been good to
them. “It’s been very good.
This is our fourth year here
- we sell everywhere across
Europe and here is the
best way to meet people in
the UK. This is our second
market for sales after France,
where we’re based, so we
appreciate being here.”
22
NEWS
A lott of fun!Simba Smoby Toys UKStand E140“The fi rst day of Toy Fair went so well for us, especially with Pixie Lott in attendance in the morning, giving exposure to our new Steffi Love by Pixie Lott line. Other new lines that have received great feedback today is the new SpongeBob product line and Peppa’s fi rst construction line; construction is doing really well right now, and so is Peppa, so we are expecting this to fl y,” said Alex Kovacevic, Marketing & Licensing Manager.
The shape of thingsB Kids Gallery Stand 501
Toy Fair 2015 was buzzing today and the jungle drums were sending out a message about the new B Kids Jungle Buddy Shape Sorter. This innovative shape sorter was making everyone smile today and certainly was a winner with many of the visitors on their stand. Looks like this little innovative shape sorter will be a hit in stores this spring!
Jungle Buddy Shape sorter features an adorable lions face with a little black and white mane. Children’s eyes will automatically be drawn to the fun loving lion face and then they can explore all this shape sorter has to offer.
Toddlers will enjoy sorting eight different shapes with their jungle buddy. Press the bird handle at the top and all of the sides open giving toddlers access to all their colourful shapes. The handle at the top makes it easy to grab and easy to transport. How can your child resist this cute lion shape sorter with so much to offer? It will delight, excite, and educate. They will have hours of fun with the Jungle Buddy Shape Sorter.
Mark
John HarperWhat’s your favourite product of London Toy Fair 2015?As I am semi-retired I don’t get to see
much product until I get to the fair! My
grandson’s favourite toy at Christmas
was Silverlit’s Digibirds, so it could well be their new line for 2015.
Moving onM V Sports & LeisureStand B30“The fi rst day of Toy Fair was a really busy day, right off the back of a very successful 2014. More importantly, though, the quality of visitors has been there! We are launching Disney product, including Avengers and Star Wars,” said Phil Ratcliffe, Sales & Marketing Director.
Looking good folks!HornbyStand D11Celebrating the 50th anniversary of the Hornby Corgi Aston Martin DB5, the Toy of the Year Award 1965, a group of Hornby employees dressed up James Bond-style.
A clanger of a toy lineVivid Toy GroupStand E135“The toy industry is currently set to have a very retro year, with so many retro licences around. This year, we have lots of different products across different categories, including Thunderbirds, which has so far seen a lot of trade interest. Oh, and we’ve just signed the Wombles licence and we will be launching a talking plush line for Autumn/Winter 2015 in line with the new TV programme” says Kerry Paternoster, Marketing Manager.
Full steam ahead!Plum ProductsStand G90“We’ve had a really strong show so far, and the quality of customers, in particular, has been excellent. Following on from our launch of the Interactive Kitchen at last year’s Toy Fair, this year we are unveiling the brand new range of kitchens incorporating steam. Customers are loving it!” says Philip James, Sales Director.
New for
2015
*Terms and Conditions apply. www.greenboardgames.com
For more details contact sales:Come and visit us to see the full range!
[email protected] 01494 53864601494 538999
Retailer &Exhibitor
Competition
24
NEWS5 things about… K’NexGallery Stand 510
1. 90 per cent of K’Nex parts are made in America.
2. Joel Glickman invented K’Nex in 1992.
3. The K’Nex Bloodhound vehicle is the biggest K’Nex structure ever made. It uses 380,000 K’Nex parts and measures 13 metres long and four metres tall.
4. K’Nex has created a range of buildable blasters called K-FORCE inspired by hundreds of thousands of online searches from fans.
5. This year K’Nex unveils its tallest coaster ever available at retail. Sky Sprinter stands at seven feet tall.
Nancy thatFamosaGallery Stand 400Simon McCrickard and David Bowes:
“Nancy is our new line and our major launch here. Toy Fair is great from our point-of-view in terms of getting the ranges infront of our entire customer base.”
It’s all goldenGoldfi sh & BisonStand E35The Megableu portfolio continues to be a phenomenal success for Goldfi sh & Bison. With a focus on cool, working features and strong visual recognition, the range includes ever-popular titles,
such as Ghost Hunt, Creepy Hand, Piggin Boogers, Cobra Attack and Spiderman Chase Rhino game. New additions to the Megableu line-up have been launched throughout the show, so stop by to see them for yourself.
Square Deal
Thames & KosmosStand G60Today is your fi nal
chance to visit
Thames & Kosmos
and make the most of the special Toy Fair offer, which includes new kits for 2015.
There is 10 per cent off orders over £1,000 and 5 per cent discount on orders
over £500. The T&K team will also be on hand to showcase their TV advertising
campaign which features kits from the Geek & Co range due to air throughout
February half term. Brad Gross, the original Science Punk, can also be found at the
Demo Zone at 12pm with the new Automobile Engineer kit. Also new for Thames
& Kosmos this year are board games, including Ubongo and Lost Cities. drop by to
have a go yourself or to pick up a 2015 catalogue and price list.
Play the gameDrumond ParkGallery Stand 440“Og On the Bog won the Toy Fair’s Best Toy in the games and puzzles category. It’s a good show for us to showcase all the new product. Lots of people have been on the stand to come to see us,” says James Ratcliffe.
Let the fun riseFunriseGallery Stand 135“This is our second time at the show, it was a good last year and it’s very nice to be part of it to show what we can offer the UK trade,” says Michael Vesterlund. “Gazillions has been with us for 15 years and is a premier bubble brand we’re relaunching in the UK, with TV advertising at Easter. Bubbles are lovely – they make you smile!”
26
NEWS
Flying highRevell
Gallery Stand 100
Annette Mortimer and Sarah
Cunningham: “We’re here for the
whole fair. We’ve won two Toy
Fair Awards for our Quadcopters
X-Spy and Rayvore.”
Soft TouchTy UK
Gallery Stand 119Chris Olner, Andrew Wood, Peter Clews, Rhiannon Troakes, Andrew Clark and Morley Lester: “We’re expecting a bigger and better show than last year, introducing our Frizzys and the extended Boo range.”
Geek chicScience4youGallery Stand 122John Harper and Miguel Martins
“We’re hoping for lots of people, and to have new customers. We have lots of meetings with big independent retailers arranged. We have a whole new University Of Oxford line and mew branding across the board to show them.”
Going greenToy Essentials
Gallery Stand 147b
Robin Bennett and Lesley-May
Baker
“We’re hoping for lots of sales
from customers and great
presentations of our products.
We’ve also introduced the Classic
Wood range that’s launching
at the show. It’s a beautiful
traditional toy range made from
sustainable wood. There are train
sets with eco-friendly factors, to
our multi-activity rocket that’s
going to be demonstrated here.”
Hey, doll face!MGA
Gallery Stand 540
Marian Davies,
marketing manager
for the girls brands
across MGA and Zapf
Creations: “Lalaloopsy
is a brand that we
established in 2011
and we’re hoping to
show customers the new product launches,
especially in the tinies categories – we have
different scales, there’s large, little, mini
and tiny. It’s a whimsical brand of a rag
doll that’s come to life, with characteristics
from the material they’re sewn from like
one is made from a baker’s apron. We
have more than 70 of the large characters
and each one has a sewn-on date which is
their birthday. Jewel Sparkle is one of our
original characters and she’s on the stand”.
What a charmer!Wooky Entertainment Gallery Stand 180Dave Williams and Catherine Jones: “Charmazing is our new range that you will see on TV in a few months. It was number one in craft products over Christmas in Toys R Us in the US and launches nationwide in the UK in March.”
Gotta catch ‘em allTomy
Gallery Stand 610
Lance Thomson and Pippa Lodge
“We’re looking at a very big year
for Pokemon with fascination and
innovation within the range.”
For all your Toy Tes ng needs:
Advice and Consultancy Accredited Tes g to European, US ASTM / CPSIA and China – GB standards Specialists in chemical tes g and requirements EC Type Examina ons
Contact: Judith Russell Tel: 0161 868 7600 Email: toys@euro ns.co.uk www.euro ns.co.uk/product-tes ng
Visit us at the Toy Fair this January: Stand GH6
Your industry is our focus
29
NEWS
5 things about… 1 Two Kids LtdStand GH541. More than 60 million Sophie la Girafes have sold since 1961.2. 100% of newborn babies in France owns a Sophie la Girafe!3. It takes more than one month for a Sophie to dry out following the
moulding process4. No two Sophies are exactly the same, as they are hand painted and
made in small batches of 10 by 105. Sophie la Girafe was
created on 25 May 1961, St Sophie’s Day - hence the name
All change for Bigjigs ToysThe New Year brings new recruits to the Bigjigs team
As 2014 drew to a close, Bigjigs bid a fond farewell to three of its UK agents. After representing Bigjigs for the last eight years, Colin Fletcher, agent for the North West of England, is no longer with the company.
Jan Mann has similarly moved on to embrace other opportunities in the Gift and Toy Sector, following three years representing the wooden toy company throughout the East of England.
After working for the past three years as the Scottish Agent for Bigjigs Toys, Dave Soutar chose to retire at the end of the year. During his time with the company he has been an asset to the Sales team and a great support at trade fairs.
On 1 January 2015, new recruit Andrew Dickson (pictured) replaced Dave Soutar as Bigjigs’ Agent for Scotland. Andrew brings with him several years of experience in the toy sector.
The company has also re-appointed Sharon Gardner in the newly-created role of House Account Manager. Members of the toy industry will remember Sharon from the years she spent working as Credit Controller at Bigjigs, and the company is delighted to be welcoming Sharon back in to the fold.
e was May s Clementoni Michele Marziliano UK Country ManagerThe most exciting toy you have ever seen at London Toy Fair?I think the most exciting toy we have ever seen has to be Furby
Why does a company like Eurofi ns exhibit at London Toy Fair?
It is a good opportunity to meet up with some of our customers. We like to keep up to date with toy developments so that we can ensure we keep our service to the industry current.
What makes you different from other testing houses?
We pride ourselves in the fact that we are setup in a way that really allows us to maximise the help we give to our customers. A client will always be able to talk to someone technical and we will provide the guidance and advice needed. We will really walk you through the process.
Give a start-up toy company your top three testing tips – what should they look out for when it comes to testing?
1) Understand your testing and safety obligations before ordering anything so you can have informed discussions with your suppliers. If you ask the right questions from the beginning you avoid any nasty surprises down the line. Eurofi ns can provide this guidance.2) Understand how variations in toy designs (e.g. colours and/or materials) can result in signifi cant differences in testing costs. The costs of chemical tests are often higher than new toy companies are anticipating. Designing toys in a smart manner can help with this. We have our testing heritage in the scientifi c sectors, so we really do have chemical expertise and capability that is second to none. 3) Not all requirements need a test to be carried out in order to show compliance. Knowing what you need to test for and what you do not is fundamental to protect your testing budget. Eurofi ns
can work with you on a risk based approach to get the most for your money.
And established manufacturers, what is coming up for them in 2015?
The new requirements for Bisphenol A, TCEP, TCPP and TDCP as well as PAH’s come into force this year. We see our customers using the beginning part of the year to assess the impact this will have on their ranges and make any adjustments necessary.In addition, there are drafts currently under discussion that will impact toys in the future. For example, the draft relating to the limits for lead. This will, if approved, signifi cantly lower the allowed migration of lead in toys.Another draft will add six new chemical restrictions to Appendix C to Annex II for toys that are intended for children under 36 months and other toys intended to be placed in the mouth: 1) Phenol, 2) Formamide, 3) 1,2-b enzisothiazol-3(2H)-one, 4) reaction mass of: 5-chloro-2- methyl-4-isothiazolin-3-one [EC no. 247-500-7] and 2-methyl-2H -isothiazol-3-one [EC no. 220-239-6] (3:1), 5) 5-Chloro-2-methyl-isothiazol-3(2H)-one and 6) 2-methylisothiazol-3(2H)-one)]
Who do you want to see coming by the Eurofi ns stand?
Toy manufacturers, big and small, that would like to work with us and experience the difference that working with Eurofi ns can make to your approval process.
Good, clean funTrends UKStand B20
Trends UK is launching a fantastic new brand for kids to get active in the garden and outside. Based on Kärcher, the world’s leading manufacturer of high-quality, high-performance cleaning equipment, the new Kärcher for Kids High Pressure Cleaner looks like a real adult version - just smaller and perfect for kids. They can role-play cleaning up their bikes, toys and outside patio with water from the garden tap or hose.
The High Pressure Cleaner requires no batteries and has two interchangeable water sprayers creating a high-pressure effect, letting kids spray the water jets by pressing the trigger on the handle, just like the grown-ups do. It’s great fun and is recommended for ages 3 and over. The Kärcher for Kids High Pressure Cleaner is available in March 2015. Head over to the Trends UK stand to see it for yourself.
-
-
-
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TreSta
Trenget the perfHighsmaup gar
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COFFEECOFFEEBREAKBREAKwith... Judith Russellwith... Judith RussellOperations Manager,Eurofi ns, Stand GH6
NEWS
Get tricky! HalilitStand E90Look out for Camille Ashforth from Halilit in the Demo Zone being fi lmed for Toy Fair TV demonstrating some of the latest launches from the pre-school experts. Tricky Fingers an intriguing game that consists of a puzzle box fi lled with coloured balls which is shaken, then the player uses their fi ngers to match the pattern in the box to one of fourteen pattern cards selected at random.
The versatile dual-use Edushape Rock’n’Table can be used one way up as an early rocking see-saw for toddlers sitting safely in the two seats provided. By turning the rocking see-saw upside down, it becomes a perfect height play table for two, each with their own seat, and can be used for playing with any favourite toys, or for drawing or painting, or as a picnic table. The third toy Camille will demonstrate is the new Battat Take-Apart Plane (below), one of a selection of fun vehicles in the collection, which comes with more than 20 vehicle parts and a chunky battery powered screwdriver, for endless taking apart and re-building fun.
30
Make sure to POP! byUnderground ToysStand G120There is something for everyone at the Underground Toys stand. A fully animated Talking Plush TED will be coming to life and speaking his mind. A large collection of the hugely popular POP! Vinyl fi gures will be present, the full range now growing into the thousands.
And fi nally, come and take a look at the latest exciting collection of hard bodied plush: Fabrikations. This range is set to take the market by storm, mixing the coolness of POP! Vinyl fi gures with plush toys. The soft Fabrikations include Batman, Yoda, Boba Fett, Rocket Raccoon and more, each plush coming with an accessory.
Britain’s young inventorsGreen Board Games
Stand E15Green Board Games recently launched a competition to fi nd a new board game designed by young people, and the winners were unveiled at Toy Fair.
Last year, there was a solitary winner but this year two young geniuses won awards. Fred Williams, 7, took home the People’s Choice Award while Isla Lloyd-Evans, 8, won the Judges’ Choice gong.
Isla came up with a game called HexaCollect, the colour collecting strategy game while Fred created Summit Up, a numbers game.
The games will soon be on sale to the public.
Fred and Isla are pictured at Toy Fair with Gary Wyatt of GBG.
Bandai welcomes new agentsBandai Gallery Stand 600
There’s a new look to the Bandai sales team for 2015 with Martin Pike and Kate Knight both joining as agents to represent the South West and North respectively. Following recent agent retirements, the company is pleased to be back at full strength in time for Toy Fair. Amy Allbon, sales manager at Bandai said: “We are delighted to have Martin and Kate on board to support us with our brand launches this year. They are joining at a fun time with the hype surrounding Big Hero 6, and we are looking forward to benefi ting from their toy and gift experience as we gear up for a busy summer, especially ahead of the arrival of Power Rangers Dino Charge.”
From left: Martin Pike, Amy Allbon and Kate Knight
Facebook fans of the Families EPOCH making toys LtdStand B130
EPOCH making toys Ltd is hoping that January will see it reach a whoppng 50,000 likes on its Facebook page - just nine months after it was launched. The Sylvanian Facebook fans have proved themselves to be highly engaged, loyal, and receptive to branded content – whether it be the parents of existing young fans, or people born in the 80s who grew up collecting the original toys.
Once they reach their target of 50,000 likes and to celebrate Sylvanian Families 30th global anniversary, EPOCH will invite Facebook fans to vote for their favourite Sylvanian Family, and one lucky voter will win all 30 families in the current range, a prize worth more than £500.
Sylvanian Families most recent competition, 12 Days of Christmas, received just under 20,000 entries. A product was given away each day and the competition resulted in a total reach across the social network site of 500,000. Due to the strength of the social media platforms, EPOCH will be promoting the new range of seaside-themed Sylvanian products and new families – unveiled on its stand today – across all its digital platforms, with the hope that it will drive demand at retail over the coming months.
Bath-based fi rm Highlight PR has been retained for a second year to manage the PR and social media for Sylvanian Families throughout its 30th anniversary, as well as EPOCH making toys’ arts and craft brand Aquabeads.
Sally Carnall, Marketing Manager at EPOCH-Making Toys, said: “We’re so pleased that we’ve nurtured a loyal audience of second generation and brand new fans with our social media profi les. Social media is a key platform for toys in the modern marketplace, and we’ve gone from strength to strength with these new channels in engaging parents and nostalgic non-parents alike with the brand.”
Contact our UK testing laboratory:e: [email protected] t: +44 (0)1925 854 360w: www.bureauveritas.co.uk/cpsa: Bureau Veritas Consumer Products Services UK, 31 Kingsland Grange, Woolston, Warrington, WA1 4RW, UK
At Bureau Veritas Consumer Products Services, we support a wide range of toy clients, from start-up companies to large importers, well-known brands to global retailers, with their safety, compliance and sustainability needs. Through our UK laboratory and global network, we have the scope and capabilities to support your business wherever you need.
Product Testing: Physical, Analytical, Flammability
Technical & Regulatory Consultancy
Chemical Management Solutions
Safety Assessments
Inspections & Audits
Seminars
Toyograph is an online toolkit which helps companies carry out their chemical safety assessment
and assists them in defining a compliance strategy on a risk-based approach. Toyograph enables
companies to use a Bill of Materials (BOM) to determine which materials are at risk of containing
restricted chemicals above the limits specified in legislation or at levels that may be a safety concern.
LONDON TOY FAIR STAND GH58
Product spotlight
32
Back to Baker StreetGibsonsStand E40Gibsons is inviting retailers to take a trip down Baker Street this Toy Fair, with the introduction of its 221 Baker Street game. “We have re-launched our game 221B Baker Street on the back of the interest in the Sherlock Holmes series, and it is already seeing success for a number of major listings, including Waterstones,” comments Nick Wright, Managing Director. In addition to this, Gibsons has also unveiled at the show its brand new card game of the same game, which is beautifully packaged and therefore, highly giftable; as well as a range of 50 new puzzles. Retailers are invited to come and check out all the new ranges and take part in Gibsons’ Lucky Dip! “Take part in our Lucky Dip – everyone is a winner, with every order over £450 rewarded with a prize, from £100 cash and a 10% discount, to free stock or even a bottle of champagne,” says Nick.
Push for plushKEEL TOYSStand B35From 9am on the fi rst day of Toy Fair, we have been super busy, taking orders and opening new accounts. Many retailers have been really interested in our new display units, which is a big focus for us this year. We have launched two new card display units and a large wooden display unit, which holds from £290 worth of stock, to £1,000 worth of stock. It’s offering a retail solution that retailers are so far responding really well to” says Steve Cox, UK Sales Director
Get retroGALTStand E9
The Strictly Come Dancing pros Kristina Rihanoff and Aliona Vilani may well have been the big pull for Galt on the fi rst day of the show, showcasing new range Sensational Sequins Dazzling Dancers, but it is the re-packaged and re-launched Ambi Toys brand that has been turning heads ever since. Boasting a distinctive design in bold shades, the current range is an assortment of classics from the past, delivering a retro feel. “The Ambi range is big for us for this year. These classics, designed in the ‘70s and ‘80s, have been brought back. Products have a distinct retro design and have been repackaged for 2015. We are very excited!” exclaimed John McDonnell, Managing Director.
Risky business!Winning Moves Stand F101We have had a brilliant show – the stand is twice the size of last year and we have moved from the other side of the hall. This is partly due to the fact that our product range has doubled in size from last year. We have some really exciting licenses that we are previewing here at Toy Fair and our big focus is on the new Game of Thrones Monopoly and Game of Thrones Risk, due to launch midway through the year. With so much product dominated by Star Wars this year, this a good alternative for retailers looking for something else.Suzie Howes, Head of Marketing
Super cool!SAKAR
Stand G29We’ve had a pretty consistent stream of visitors to the stand, with a phenomenal reaction to our new Frozen licensed range of youth electronics. Retailers have loved the Frozen Kareoke, in particular, but the cameras and headphones have also proved popular.” said Liza Abrams, VP of Global Licensing and Marketing
Back to Baker StreetALPHAGallery 515“Last year was one of the strongest years ever for the Siku brand of die cast model vehicles, which we distribute, and this positivity has carried over into the fi rst few days of Toy Fair 2015. ”Trevor Simmons, UK Sales Manager
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NEWSPole positionAardvark Swfi tStand GH10Being at Toy Fair is the perfect opportunity for the team at Aardvark Swfi t Recruitment to meet up with their clients who they may not otherwise see due to geographical locations. “All our clients from the toy sector are in the building. It is our seventh or eighth Toy Fair and we try to get in the same, or similar, location year on year. We try to be part of the Green House section to introduce ourselves mainly to all the new companies who are exhibiting here,” commented Ian Goodall, Sales and Marketing Director.
Perfectly balancedSbykeStand GH53
First-time Toy Fair exhibitor, Sbyke, had a fantastic response to their products on the fi rst day. Footfall for them just couldn’t have been any better, with interest riding high.
“I’ve come before to this show as a visitor, to see new
stuff, and naturally that’s exactly what we
represent as an exhibitor this year and
visitors are clearly seeing the innovation we
are offering,” said Ron Waite. “Visitors are
really impressed with the product, especially
when we get to do a demo!”
Further good news – if you visit their
stand, they are running a show only offer.
They are offering a £20 discount for each
order placed and deliver via courier for free.
“Our ideal target audience is seven to
14 in age, but we’ve had much younger
children using these and in fact, even
a 78-year-old! From the response we’ve had,
you’ll defi nitely see us again next year.”
That wonderful keepsakeA Girl for all Time
Stand GH11
Being their fourth year at Toy Fair, the team at
A Girl for all Time have always felt the show is
fantastic for them and this year, so far, is proving
no different. With their target audience whilst here
being media, new shops, existing shops - Toy Fair
provides them with the perfect platform for the
upcoming year. The dolls straddle giftware and toys. In the UK,
there is about 65% is bought for children with 35%
being bought by collectors.
“This year so far has been great for us. We are
offering visitors to our stand show offers - this
consists of, if they order at the show what we deem
to be our starter packs - which are pre-packaged
doll products, if they order two starter packs or
more whilst at the show, then we offer an extra 5%
discount and free shipping over with orders over
£200. “Coming out for September this year, will be our
pets collection. Also, Sam our 1960’s doll will be
available from October,” Frances Cain, managing
director. “We really feel our stand location is also
superb, with great access enabling visitors to clearly
see us. No one ever comes to us saying ‘oh, we
couldn’t fi nd you at Toy Fair!’”
Stamp of approvalThe Stamp CentreStand GH62
The Stamp Centre’s director Steven Scott reported that footfall to the stand has been fantastic so far. This company, which sells end of line licensed product in the cult TV and movie sector, rotates their ranges on a regular basis, ensuring there is always something fresh to see. “We mainly operate with strong independent stores, but we do also deal with majors. We are a strong Doctor Who supplier of licensed product. We fi nd new customers here year after year – discerning customers who eventually always seem to fi nd us.”
Jask is not a taskSJD GamesStand GH31
Being their second time at Toy Fair, Jask’s game is available in John Lewis and Fortnum & Mason, already being available in Fenwicks, Hamleys and independent stores.
“Every year you hope is a progression of the last,” states Company Director, Shaun Delaney.
NEWSScooting alongScoot n PullStand GH9
Scooter accessories company, Scoot n Pull have received a fantastic reaction to their current ranges, which were introduced in 2011. The fi rst, Scoot n Pull, has been quickly followed by other accessories. There are now six products in the range.
“We’ve seen a good level of footfall, which is always pleasing when you’ve invested in attending as an exhibitor at a trade show,” Henry Alban Davies, one of the fi rm’s director said.
To view these great items, simply visit their stand, where you will receive a warm welcome.
Naturally greatGreen Rubber ToysStand GH25
Australian company Green Rubber
Toys launch their soft rubber toy
range to the UK market and offer a
natural rubber, fl exible toy. “People haven’t seen natural
rubber products. They are used
to seeing plastic fi gures but the
soft, fl exible, natural products that
we are showcasing have surprised
people, which is why we put please touch signs on all our products,” explained Lou Papaleo.
What a brainbox!Cambridge BrainboxStand GH32
Although you may not fi nd new ranges this year at Cambridge Brainbox, a visit to the stand is always worthwhile. The team are always looking for ideas and are constantly researching to fi nd the next big thing to bring your customers when it comes to fun whilst learning.
Cambridge Brainbox is an established brand, and one which shouldn’t be overlooked during your visit. “Our main objectives whilst here are to advertise the product to those who may not be familiar with the brand. So if you’re an independent retailer for example, we’re here to give you information about our ranges. It’s also a great opportunity to meet our existing customers, and we look forward to welcoming you to the stand,” stated Collette Martin, Cambridge Brainbox’s sales account manager.
Colour my musicRainbow ColoursStand GH19
Rainbow Colours aren’t new to trade exhibitions, but are
here at Toy Fair exhibiting for the fi rst time within the
Green House area. With a totally unique angle on how to
learn to play a musical instrument – colour co-ordination
is key. “You literally just follow the notes, where you
see the colour red, then that’s what you have to do.
This is our fi rst time at Toy Fair, and although we are
established as a company, we felt it time to really bring
this great learning aid to the attention of the UK toy
sector. If for example, you want to learn the guitar, pop
over and we’ll teach you the colour way.”
Hitting the right notesMusic for KidsStand GH16
Want to look at musical products with a difference? Then head over to Music for Kids. Aimed at age two years and above, it’s little wonder that big stores are already endorsing the ranges, for example Fenwicks, Aldi, Early Learning Centre and Smyths.
As a part of a large company, Music for Kids really do have some great music solutions. New to the range this year are their electric guitars, recorders and percussion instruments. “The clear stand-out factor, is that these new products all come with downloads, which give a tutorial of music to play. We like to call this tutors for children. Another factor is that each instrument is also manufactured to scale,” states John Bassett, a director of Music for Kids.
They’ve already had interest from major retailers while being here at Toy Fair. Make sure you don’t miss this opportunity to see the new ranges on display. This is the third year that Music for Kids have exhibited at Toy Fair, and John commented: “We’ll defi nitely be here again next year!”
36
It’s a bugs lifeThe Bug StoreStand GH24
In their third year in attendance, The Bug Store are focusing on their range of rattles for infants and the science and education section. Managing Director David Weiss told us: “We love being at Toy Fair, it’s such a great atmosphere and provided the dates work for us, you can count on us being here again next year.”
Hong Kong:January 12 – 15Room 504-5 China Chem Golden Plaza 77 Moody Rd Tsimshatsui East Kowlooon, Hong Kong
London:January 20 – 22, Stand G29
Visit Us at Toy Fair!
Nuremberg:January 28 – February 22, Hall 12, Stand B-08-6
New York:February 14-17, Booth 1717
Australia:March 3 - 6, Stand E09
London:January 20 – 22, Stand G29
Andrew, what lures you and MGA to Toy Fair every year, after a short break? For the business it’s all about showcasing new lines and demonstrating the market leading innovation and thought behind each product, it’s also about meeting key customers and cementing relationships with them. When you get a moment, it’s good to review what competitors are doing. For me persona, it’s an opportunity to catch up with old friends – I’ve been in the business a long time and this is the perfect place to meet. And what is your mission at this year’s Toy Fair? Our mission at Toy Fair is to show to
the world that MGA is a world-class toy manufacturer and to secure listings with key retailers.
We will be showcasing all of our brands in one space, so it’s a great opportunity for buyers to come to the stand and see for themselves all our great products we have to offer and the continued investment the company is making.
The BIG interviewThe BIG interview
MGA Grand!MGA Grand!
38
2014 was a good year for MGA, says Andrew Laughton, the MD of MGA Entertainment – but what has 2015 in store for the company?
Stand: Gallery 540
Can you give us a little insight – while giving away no secrets, of course – as to how MGA achieves its goals at London Toy Fair? The team are very experienced at this type of event. We have years of practice building showrooms to showcase our new lines direct to retail throughout the year. This means we’re prepared, we have many of the structures in place. Our ever-expanding team are some of the best in class and this helps hugely in achieving our goals. And what does MGA bring to the UK toy industry? MGA does, and is known for, its world-leading innovation producing high-quality, lovable, quirky, fashionable toys for children the world over. The breadth of range across all our toy brands is vast – offering not only retailers, but also consumers plenty of choice. We also pride ourselves on competitive prices points underpinned with market
leading products that aide in encouraging child development, creativity and imagination.
And which products do you think will make a big impact at London Toy Fair this year and why? We pride ourselves on market leading innovation and being able to adapt and create new toys that tie in with new or emerging trends. 2015 sees us launching a vast number of new toys – including a new fashion line. These new lines, across all categories are underpinned by strong marketing investment. The Lalaloopsy brand will be celebrating it’s fi fth birthday this year and will be introducing new ranges across its Large, Littles, Mini and Tinies segments – as well as two exciting feature dolls being unveiled at our stand, so make sure you pay a visit. We will also be launching a brand new fashion doll brand offering a real point of difference with an on-trend science theme – this is market leading innovation at it’s best!
Which lines are you really proud of and why? Little Tikes’ new infant preschool line, it really shows our continued commitment to growing this segment and offers real point of difference. Baby Annabell continues to lead the number one spot in the nurturing category and new dolls and accessories launched at the show should
continue to keep the crown. I’m also really proud of Lalaloopsy – this is world class innovation.
Tell us a little about some of the really innovative toys you have on show here. Little Tikes’ new infant preschool range Lil’ Ocean Explorers is by far one of our best new launches to date and the new range is certain to excite consumers.
Why should buyers come and meet you and your team and more importantly evaluate your products? It’s really the only time for a lot of trade to see the lines all together in one place and to discuss our plans for the coming year. We have lots of exciting launches happening at the show, as well as previewing some great lines coming out this autumn. Not only will the buyers get to see our mix of classic evergreen and market leading innovation lines across core retail categories, they’ll get to meet the dedicated and friendly team.
And is there something for every kind of retailer – is MGA just for the majors or can smaller chains or independents fi nd something? Absolutely. We are committed to the trade and always have been. Our two new fi eld managers – Tim and Carl – who have just started will
be on hand to talk through all aspects.
How many buyers do you anticipate seeing over the course of the days? All I know is my diary is back-to-back so too many to count! We are going to be very busy, but everyone will receive a warm welcome – that I can promise you!
What do you personally enjoy about London Toy Fair? I love seeing customers and showing our new line, it really is the best part of my job and great fun to.
How do you feel trading will be in 2015, versus last year? 2014 was an extremely positive year or us having a strong mix of new lines
across all categories and with a strong summer we have seen signifi cant growth across our brands. With new brand launches and strong additions to our existing portfolio I am confi dent 2015 will continue to see us grow from strength-to-strength. What has helped lift the mood of the toy industry in general do you feel? I don’t think it’s about lifting a mood, who wouldn’t enjoy selling or marketing toys? I am feeling extremely positive about 2015.
The BIG interviewThe BIG interview
WITH NEW BRAND LAUNCHES AND STRONG ADDITIONS TO OUR EXISTING PORTFOLIO I AM CONFIDENT 2015 WILL CONTINUE TO SEE US GROW FROM STRENGTH-TO-STRENGTH
“
40
Must See
42
Product: Wooden Gadget BoxCompany name: Bee SmartTel: 07773 871565Web: www.bee-smart.netStand Number: GH45
Product: Something Special Roll & PlayCompany: Golden Bear Tel: 01494538999Web: www.goldenbeartoys.co.ukStand Number: E69
Product: My Discovery Telescope Company: Thames and KosmosTel: 01580 212000Email: [email protected] Number: G60
Product: FRENZI – The crazy fl ipping game Company: Wild Card GamesTel: 07916 349942Web: www.wildcardgames.comStand Number: H20
Product: My Little Pony Rainbow Dash Style n Groom Company: HTI Tel: 01253 778888Email: [email protected] Number: E125
Product: Tiny Tears 50th Anniversary doll Company: John AdamsTel: 01480 414361Web: www.johnadams.co.ukStand Number: G100
Product: BrainBox Cities Company: The Green Board Game CompanyTel: 01494 538999Web: www.greenboardgames.comStand Number: E15
Product: Magic Choc Make-a-Bar Chocolate Factory Company: Re:creation LtdTel: 0118 973 6222Web: www.recreationltd.co.ukStand Number: E160
Product: Boris the Trunki Bus Company: Trunki Tel: 0117 954 2780Email: [email protected] trunki.co.ukStand Number: C45
Product: WiFi Quadcopter X-SPY Company: RevellTel: 0845 459 0747Web: www.revell.de/enStand Number: 100
Product: My Friend Freddy Bear Company: Vivid Tel: 01483 449944Web: www.vividtoysandgames.co.ukStand Number: E135
Product: Smens Scented pensCompany: DKL MarketingTel: 01604 678780Email: [email protected] Stand Number: E66
Don’t miss at Toy FairIn our new feature we bring to the fore a selection of the hottest and newest products that will help you sell more! Buyers and retailers, get in touch with your sales contacts!
Page 42 DAY 3 Don't Miss.indd 1Page 42 DAY 3 Don't Miss.indd 1 22/01/2015 01:2822/01/2015 01:28
ToymasterToymaster
Why is London Toy Fair a pivotal show for you?It’s a chance to catch up with everyone and see what was good for the last year and what’s coming through this year for the new toys. The fi rst Toy Fair I went to was in 1988.
How much is actually selected here at the show?While Toymaster don’t actually select anything, it’s a see-what’s-available show for us really.
Do you get the chance to get to the smaller stands or is it mainly about the bigger suppliers?We’ve got 100 members there with 100 sets of eyes and not much gets missed across the group, and then myself, Paul Read – he’s our selector, the toy nut for want of a better phrase, though I probably shouldn’t call him that – and Roger Dyson, our chairman, go to look for the group to see what’s around.
Is London Toy Fair a good place to discover a hidden gem, perhaps in the Greenhouse section and what have you found at previous shows?We’ve been to see many things over the years, it’s a very good place to fi nd things – we see the good, the bad and the indifferent, I wouldn’t like to single any out.
Tell me a little bit about the sort of toys you look out for and what your members and customers
favour?The toys our members favour are the ones they can make a profi t on. With the members we have, there is probably every line that has been exhibited being stocked somewhere.
What have been the best fi ve toys, licences or trends, in the past year?Frozen, Despicable Me and Loom Bands were the emerging tends – it’s unbelievable that Loom Bands only came out in 2014,
but I think they’re pretty much over now.
LEGO keeps selling for us, they’re
Toymaster’s biggest supplier.
And there’s Minecraft too, that’s a good one at the moment.
And what about at the previews and shows, what have you seen that has been a sure-fi re winner for you? They’re interesting because it’s a little bit of feedback from both sides of the fence, the suppliers show things and the retailers say what they think. You see things at the previews that then don’t see the light of day and you see things at Toy Fair that weren’t available at the previews.
Retail Interview
Toymaster’s Ian Edmonds talks to the Daily News about the industry and its future
45
THE TOYS OUR MEMBERS FAVOUR ARE THE ONES THEY
CAN MAKE A PROFIT ON. WITH THE MEMBERS WE HAVE THERE IS PROBABLY EVERY LINE BEING EXHIBITED SOMEWHERE
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25
th A
nn i ve r sa r y 1 989 - 2
014
Are there any trends you have seen emerging that you feel will be strong in 2015?The two biggest things for 2015 that I’ve seen at the moment have to be Minions and then, obviously, Star Wars at the end of the year.
What are your top predictions for this year?My top two products are LEGO – customers tend to buy LEGO from a store that’s selling a range of LEGO, rather than one that’s selling just ten lines. They want to see a whole wall of the product to get the best choice. LEGO would be one of our distinctive ranges and our biggest suppliers for 2014 and hopefully 2015. The other success is collectibles.
There were a lot of collectibles like Shopkins, LEGO mini-fi gures, trading cards and World Cup stickers. Anything that’s collectible and with a low or pocket-money price point is good. Once the kids get one they want more and it’s affordable. The next week when they want another one they go back and get one.
Was 2014 more commercially buoyant versus the previous year?Yes, the NPD fi gures show the industry was up 4 per cent. It’s certainly more buoyant than being down the two years previously.
How much of that was down to great product and how much due to people having more money as the economy improves?I’d put it all down to great product. If your kid is
pestering and it’s a low-price product, you’ll buy it. It’s got to be pretty bad before you don’t buy your kid a birthday present.
What about your members? How many do you have and how and why do they join?We have 170 members and they join because of the discount and payment terms – they stay because, as retailers, they’re all in it together. It’s a lonely business if you’re out there on your own. People join Toymaster for fi nancial reasons but stay for emotional ones.
And what about customers – tell us a little about a typical Toymaster toy purchaser.There is no typical customer and no typical Toymaster retailer. They’re all different. There’s no standardised toy purchaser or retailer. Our independents are all different and long may it continue. We don’t want 170 independent retailers who are all the same and think the same.
How much of your toy business is done online versus in store, if at all?The best way to put it is, Toymaster has 170 members and only fi ve are internet-only members, we have a lot more who dabble in the internet and make good use of Amazon at the appropriate time, but there are just fi ve internet people and no plans for more.
And what about click and collect/ring and reserve?Toymaster can’t do click and collect because some of our members don’t have any system in place and those that do have different ones because they are all
independents. But we did launch ring and reserve last year, we send the catalogue out so people can see what they want, ring up and give their postcode, we fi nd out their nearest stockiest and they can ring and reserve the product. It’s worked, no doubt about it.
What challenges are facing the independent retailer today?The biggest challenge is competition from specialists because they do the same thing and they have the same customer base and stock lots of the toys that we do.
How can Toymaster help their retailers overcome these challenges?With the brochure, buying power and experience, plus letting them know what’s going on.
Lastly, if you were a kid today, which toy would you be nagging your mum for and why?I would have to say LEGO Technic – because I’m a bloke who’s into motorcycles and engines and that sort of thing, and always have been.
Retail Interview
“Anything that’s collectible and with a low or pocket-money price point is good”
46
Make the most of the fairMake the most of the fairClive Jones, BTHA council member, gives us his take on why the Toy Fair is such an important part of the industry
Toy Fair Legends
48
I have attended Toy Fair since 1982 and still look forward to the opening of the show. Over the years it has changed very much. In the past
six to seven years since we returned to Olympia, Toy fair has gone from strength to strength. Toy Fair sells out for the following year very soon after the fair has fi nished a true testament to its success.
The BTHA and the exhibitors work really hard every year to produce a wonderful environment for us to meet in. It is the leading UK showcase for the Toy
industry. Suppliers know that Toy Fair is an extremely important place for them to be able to show their product, both old and new to their customers. Toy Fair is the only place in the world where you can see so many suppliers and products relevant to the UK market under one roof.
Today, Toy Fair is as relevant as it was when I fi rst attended. This may not be the fi rst time that our customers see our product. Many will have attended previews in the last few months. Now
however, they can see the product and marketing plans at a more advanced stage just as they come to their fi nal decisions for the Christmas 2015 ranges.
As ever Toy Fair is a very sociable place. It’s a great place to meet friends and colleagues, be it at the industry awards night, the Fence Club Toy Fair party, or in a bar or restaurant.
TOY FAIR IS THE ONLY PLACE IN THE WORLD WHERE YOU CAN SEE SO MANY SUPPLIERS AND PRODUCTS
“
A call for the golfi ng greats!If you are one of the toy industry’s golfi ng greats, or if you merely enjoy a stroll around the green while swinging a club at anything and everything – we’ve got
just the thing for you.The BTHA/Toy Trust Golf Day is back again for
2015. The fantastic day out is being held at one of the south’s best golf courses, Sonning Golf Club near Reading, Berkshire, on Thursday 28 May 2015.
Bearing in mind that time is precious, 2015 sees the introduction of a new format that will enable players to get home at more reasonable
hour. The day begins with coffee and bacon rolls at 7.30am for those that want to play a morning 11-hole Texas Scramble.
This is followed by a two-course lunch and then the 18-hole Individual Stableford completion for the Chad Valley Bowl and team competition. This will be followed by sandwiches and the prize giving. The day should fi nish by 7.30pm.
Cost for the full day remains at £90. For lunchtime onwards only it is £75. Anyone connected with the Toy Trade is welcome to attend. Please contact Clive Jones [email protected] if you want further details.
5 things about…
I-SPYStand B65
1. Managing Director had Slime Baff our new product poured over his head for charity.
2. We share our offi ce with two Dobermans, who love to share their unique aroma with us.
3. Chocolate Picture Maker is our gluten-free chocolate product which has featured on the Paul O’Grady and Jonathan Ross show
4. Our bath time product Gelli Baff recently appeared on the hit TV show Big Brother.
5. We get through more than 1,000 of our Belgian chocolate chips during the tradeshows and that’s just the staff.
John Harper, MentorWhat’s the most exciting toy you have ever seen at London Toy Fair?It has to be Trivial Pursuit in the mid-1980s. A real breakthrough product in every sense and it earned me my bonus for several years running.
PR Speak
While companies are focusing their time on developing new toys and games, or designing their stands, the PR ball starts rolling as early as October and continues through to the immediate weeks after Toy Fair has ended. And, of course, whilst the focus is predominantly on clients who are exhibiting, our work
also supports those who are walking the fl oor and having meetings in the many coffee shops or on partners’ stands.
PR opportunities have grown year-on-year and it’s important companies capture as many of these as possible to ensure maximum exposure across the varied audiences who attend the show.
Having earned our stripes over the years pounding the aisles, here’s miPR’s insider knowledge on how to make the most of the show using PR as a tool to raise the bar!
1. Know the deadlines for all PR options and create a calendar so you miss nothing! From submitting forms to the BTHA, to securing features with trade media, entering products into the Awards or securing a slot in the
Demo Zone, these are just a few of the many opportunities. This leads us on to...
2. Exploit all PR angles open to you and make every one of them count. Don’t have someone free to cover the demo zone or who knows the sales points of the product? Let someone out of the offi ce to demonstrate their knowledge on your behalf. The Demo Zone is a PR gift, by virtue that everything being fi lmed goes onto screens around the show and products are tested by the target audience - children. If in doubt about exploiting through PR or you simply don’t have the time, the easiest answer is to hire an experienced PR team to handle Toy Fair as a one off project (that’s my sales pitch done!)
3. Be organised. Organisation is a vital skill but, when you’re paperwork and fi ling system for three days is limited to one bag, you must keep all important material to hand.
4. Befriend the BTHA’s PR company, this year it is Bastion PR. They lead the way and are a resource for assistance, albeit they have to support hundreds of exhibitors. Relationships are key to the success of all PR campaigns and working alongside them and other agencies makes for a more successful show.
5. Client support. Always be available to support
clients throughout the show. This could range from staffi ng a media briefi ng to presenting their newest product on Toy Fair TV! (The miPR team has been known to have stepped in on occasion to really show their knowledge on new products!)
6. Make reading the show daily a priority and always pick up more than one copy- clients and colleagues always want to scan the daily magazine when they have a spare moment and, before you know it, your own copy has gone!
7. Make new friends! The toy industry is a friendly and fun mix of salespeople, retailers, licensing representatives, media, PRs and more! Trade shows are a hot bed of industry experts; through our PR experience, we have found networking an extremely useful tool to get
THE GALLERYSTAND 410
Get your toys & games business
to the next level with…
Tel: 01903 885669 [email protected] www.smartmax.eu
Pressing mattersLondon Toy Fair offers numerous, valuable PR opportunities to raise awareness of new products,
business profi les and even company executives across a variety of different route
Top 5 Don’ts1. Pass up any PR opportunities. Make
them happen or ask for help.2. Be without spare pens.3. Forget to give yourself a spare hour to
walk the show fl oor. 4. Leave your pass or bags or cases in the
local pub after one too many!5. Forget to recharge every electrical
appliance overnight.
conversations started. PR is all about who you know and don’t be afraid to promote yourself within the industry.
8. Write excellent, not just ‘good’, copy! Both consumer and trade journalists attend Toy Fair and the writing style they expect from PRs differs. Know what your target media want from you and ensure all materials are sent to them in a timely fashion. The easier PR’s make the job for their target media, the more likely your products will be covered.
9. PRs must know the layout of the show fl oor as, unlike many other attendees, we have schedules that are liable to change and unexpected support. Memorising the stand locations and having a map to hand demonstrates effi ciency.
10. Always schedule time for lunch- yeah right! In fact, even toilet breaks are a luxury for many attendees. Our top tip here is that even exhibitors don’t get time to leave the stand for lunch so the supportive PR will always think of others when grabbing sustenance! (See point 5!)
Although the focus of this article is on how PR should be best employed at Toy Fair, it is a year-round sales driver that should be utilised in times of prosperity but also when times are tough. PR is a cost-effective method of increasing awareness of your brands and media titles, websites and blogs are a shop window where the trade and consumers continue to be infl uenced.
TWIRLYWOOS™ DHX Worldwide.© 2015 Ragdoll Productions Limited/DHX Worldwide
GOLDEN BEAR MASTER TOY RANGELAUNCHING JULY 2015
Stand E69Stand E69
Contact:Mi PR
01494 775 250www.mi-pr.co.uk
• KD UK’s offi ce is located in one of the most haunted buildings in the Great Britain.
• One of our staff members features in Paul Gascoigne’s autobiography.
• Over half of KD UK’s employees were born outside of the UK.
• KD Group produces localised products in 110 different languages.
• 71% of the KD UK team has appeared on TV.
Fun Facts
KD UK
Gallery 160
Dave Williams, Sales Director Wooky,
Europe
What is the best thing about
London Toy Fair 2015? Getting great feedback on all the fab new product we have
worked hard on.
The licensing The licensing lowdown lowdown on Toy Fairon Toy Fair
I paid a visit to Olympia in October last year, not for business reasons, but to indulge one of my passions – an interest
in all things Japanese. In fact, there was no shortage of toys on show even at this very consumer show – Hyper Japan – though most of them with a suitably Oriental bent.
Hyper Japan is also a fairly low-budget show. My goodness, how different Olympia looks when it lacks the glitz, glamour and, let’s face it, budget of Toy Fair or BLE. I even saw the real Olympia fl oor for the fi rst time (they don’t stretch to carpeting). During the show, every now and again, a slim youth would spring around the corner wearing a tail of some kind.
Dragon, horse, cat, replicas of the lot, rather fetching in a hobbyist sort of fashion. Duly noted, so, on entering Toy Fair 2015, I suppose I should not have been too surprised to see the self-same youth with the self-same tails(s), as the company behind them, TellTails is a Toy Fair exhibitor. Now, if that’s a tenuous link, I got to thinking that, from their point of view, what a pity that neither characters from Frozen, nor Minions, nor Star Wars, have tails at all, otherwise what an opportunity for them! That still does leave them Jurassic World, with many a dinosaur appendage to conjure with. But, it has to be said that, if the consumer goods world isn’t already dominated by Frozen and Minions, it certainly will be in 2015. Minions, in keeping with their basic characteristics, are everywhere at Toy Fair 2015. Rumours of the big grocers budgeting multi-million sales budgets for Minions merch. should get your juices fl owing.
This is no mean feat, for a newish animated studio – albeit with the backing of Universal Studios – to take such a chunk out of this market traditionally dominated by Fox, Disney and DreamWorks.
Minions and their
franchise friend Despicable Me are also part of a 2015 trend that sees fi lms come alive again as a major generator of licensed revenue, having been considered too risky for many licensees in recent years. If the bright yellow of Minions is ubiquitous in Olympia this year, it may be slightly surprising to you, as it was to me, that the colours of an altogether more varied and adventurous shade, those blacks, silvers and reds that form the background to the Star Wars universe, are far less in evidence. Star Wars is six months further away than Minions, which may explain things, but to many toy companies, and to most licensees, Star Wars Episode VII is the other must-have sure-bet license for 2015. I suppose we should expect things to be a little different under Disney. In fact, with the wonderful benefi t of hindsight many critics attacked Lucasfi lm in the build-up to the prequel trilogy a decade and more ago for over-hyping the fi lm’s licensing potential. We’ll see if the current strategy works better; I’m sure it will. What else? I can’t leave the piece without mentioning World of Warriors. Master toy licensee Flair are on a roll right now, and I’m convinced that Mind Candy’s fi rst major launch since Moshi Monsters will bring them great success. The last word has to be spent on Thunderbirds, another British creation and one of the few home-grown properties with action, vehicles and even space-ships to slug it out with Star Wars for the boys action-adventure market.
Expert Eye
With licensing so big in the toy industry Kelvyn Gardner, TnP columnist and MD of LIMA UK, walked the hallowed halls of Olympia to give us his take
E
LIMA the trade association for the licensing businesswww.licensing.org/uk email [email protected]
52
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Croc creekBertoy Gallery Stand 148
CEO Nele Vekemans: “It’s the fi rst time we’ve done this show. We had a nice day yesterday, which started a bit late, but was really good. There were a lot of people who were happy to fi nd us because of the brand, Crocodile Creek, which was distributed by someone else, before we took it over. We need to get it back in front of the retailers so they know it’s available over here.”
NEWS
Music apps DWSD Gallery Stand 147a
Director Andrew Silverman and
Nicolas Rasamimanana (right):
“It’s been really good. The fi rst
day, there was a lot of press, a
few independents and a couple
of multiples. We’ve had some
really good interaction with our
new products, which include
this app-based music product
that turns your movements
into music.”
Roll up, roll up!Cheatwell Games, Stand F20
Roll up for a deal on a selection of new Cheatwell games. They’re offering net prices on its range of Squeeze Poppers, as well as on its new range of three different board games. The games – Scavenger Hunt, Face Race and Stand Up Sit Down – all demand lots of activity and involve plenty of fun. (Right) Marc Jones, Head of UK Sales
ooooh!T O D D L E R T O Y S F R O M B A T T A T
Distributed exclusively in the UK and Ireland by Halilit
01254 872454 www.halilit.co.uk
Visit stand E90 to see our brand new range!
Childhood is magical
Just Jammin’Indigo Jamm Stand H42“We are known for our Scoots, which
are really well-loved, and at this Toy Fair, we’ve introduced the new Union Jack one, which has been really well-received.”
Mark Roake, Managing Director
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It’s magic!... or is it?It’s magic!... or is it?
Puzzle Time
54
Greenboard Games Solve the following four analogies by selecting the correct answer and writing the underlined letter in the circle to the right.
1. Tree is to ...................... as person is to skin Roots Nest
Acorns Bark
2. Princess is to pretty as witch is to ................ Hat ugly
Happy broom
3. .................... Is to near as wet is to dry Far full
Back down
4. Eye is to see as ................ is to smell Sniff mouth
Nose feet
Unscramble the four letters from the circles above and fi nd the
answer to the following analogy challenge.
........Is to number as blue is to colour
Marvin’s Magic is the go-to fi rm for all things magical but they have a treat in store for readers of the Toy Fair Daily News. Yes, that’s right, they have agreed to reveal some of their innermost secrets just for you – but don’t tell the Magic Circle!
NUMBERED THOUGHTS
While you’re out of the room, a number is chosen. When you return, you read your assistant’s mind and reveal the number!Secret: When you come back into the room, place your hands on either side of your
assistant’s head. Your assistant then secretly tightens and loosens his or her jaw the same number of times
as the chosen fi gure. You can feel this movement from their temples so you can now reveal the selected
number!
STAND: H65
Driving you bananas!The Daily News’ friends at Bananagrams have come up with some humdingers to keep you puzzled during Toy Fair. Don’t peek at the answers fi rst!
BANANAGRAMS, the anagram game that drives you bananas, has created
some Toy Fair-related anagrams for readers to solve. To fi nd out more about
the Bananagrams range or to try your hand at the brand-new game being
launched here at London Toy Fair, Bananagrams WildTiles, pop along to
stand F101.
Day 3
1. Unholy cat
2. Meerkat town
3. Softies sandals
4. Yo sumo caterpillar
ANSWERS 1. Toy launch, 2. New to market,
3. Aisles of stands, 4. Earl’s Court Olympia
Style Me Up is a fashionably forward brand for tween girls founded on
the notion of “do-it-yourself”. Style Me Up is the fi rst dedicated, complete,
stylish, DIY, brand for tween girls. From fashionably trendy craft kits, to
chic designer sketchbooks, creative cosmetics and much more - Style
Me Up allows tweens the freedom to express themselves with style.
All graphics, illustrations, product and packaging designs are copyrights © 2015 of Wooky Entertainment Inc. All rights reserved. Style Me Up® is a trademark of Wooky Entertainment Inc.
See us at London Toy Show, Stand Gallery 180
For more information, Wooky Entertainment
UK Sales offi ce 0151-494-3821
www.stylemeup.comBE CREATIVEBE UNIQUE
COSMECTICSCREATIVE
STATIONERY
CREATIVE KITS
BOUTIQUE COLLECTION
www.ggtrade.co.ukwww.ggtrade.co.uk
Toys gifts and great ideas!
Toyfair! Olympia, london 20 - 22 January 2015 Stand G20
pre school toys!
Come and see us at Science kits!
Activity kits!
Eco friendly wooden toys!
Retail Viewpoint
We talk to some of the retailers attending Toy Fair 2015 about what they want to see here and achieve
Julia WingateThe Trading PostKingsbridge, DevonOwner Julia has been running her shop for 16 years. She sells general toys and bikes for all ages.
What stands are a must visit?The LEGO and Playmobil (UK) stands are good
ones. I never miss those.
Do you go to the Greenhouse section?Yes, I try to fi nd things that are new and suit our shop, and that people have not seen before. I’ve found some gems in the past and am sure I’ll fi nd something special there today.
What’s the best thing about attending? Seeing the product. You can look online but it doesn’t compare to touching it and seeing it fi rst-hand.
What does the industry need in 2015?It needs more customers, but I think the industry will be fi ne. There are a few fi lms out this year for little kids, and Star Wars for the big kids.
Donard McGreevyMcGreevy’s, Westport, Republic of Ireland. He’s pictured with agent Philip Ellis, left. The family-run business was established in 1904. Westport has just 5,000 residents and McGreevy’s is one of the leaders in the west coast of Ireland. Their shop sells itrms catering for baby infants right up to jigsaws for adults.
What stand is a must visit for you?As Toy Fair is the fi rst show of the year, LEGO is a must visit. After that, I look for something different that the multiples don’t have.
Do you go to the Greenhouse section?Yes, I take a look around.
What’s the best thing about attending?You get to see the new products and meet old friends.
Tracy BaylissFirst Years & BeyondBideford, north DevonTracy has been running her shop for two and a half years, specialising in wooden and retro toys. She manages her own website and is active on social media.
Which stands are a must visit?For us, anything that is wooden. Bigjigs is
a must. I missed out on their cake yesterday at their 30th anniversary party. Their stand is fabulous and I love their products – it’s a perfect fi t.
Do you go the Greenhouse section?Yes, and I really liked Green Elephant. They have some unusual products, which again is a perfect fi t for us. Their pirates and mermaids cutlery set is great for a fi rst birthday party.
What is the best thing about attending?Having everything under one roof. All the products are here. It is the best toy fair in the UK. You can’t miss it. Everyone is sharing ideas.
Toy Talk
Ali HajiKidloop Ltd.Hendon, London
Ali has been in business for seven years. He sells a big range covering items and baby and pre-school to children up to 13. He manages his own website and is also active on social media.
What stands are a must for you?Spin Master, Mookie, LEGO, Playmobil, are all a must.
What’s the best thing about attending? Seeing the products, which are being launched and getting information about future products.
What does the industry need in 2015?Competitive prices. More stock. There was a shortage of stock over Christmas with some big lines. We sold out quickly with Frozen and it was hard getting stock on back orders I had placed, as it was such a big seller.
Hayley Howells (manager) and owner Asad KhanSmallworths Croydon, SurreyAsad has been running his shop since 2010. Business is booming and he is now planning to open another store in Coulsdon, Surrey.
Which stands are a must?All the TV-advertised toys. The likes of Vivid, Flair, Breyer and LEGO are a must.
Do you go to the Greenhouse section?I hadn’t heard of it, but it sounds good. Thanks to the Daily News, I will go and check it out.
What’s the best thing about attending?Number one is the experience. Number two is meeting new toy manufacturers and suppliers. Number three is seeing what the best new toys are going to be.
What does the industry need in 2015?I think it needs to get the interaction between children and toys back from where they seem to be going. I think kids are on their iPhones and computers too much. Their brains need to be stimulated by teaching, feeling stuff and learning. Technology is good but there needs to be more of a balance.
Jodie Townsend, Amy Howe, Elizabeth Dawson, Nicola SaundersPaperchase Senior buyers
What stands are a must visit?Great Gizmos. House of Marbles. TKC. The Toy Fair is also all about browsing and seeing what trends we should be tapping into.
Have you been to the Greenhouse section?Not yet, but we will be popping in and browsing there later.
What’s the best thing about attending?Keeping abreast of what is happening. It is about the brands and trends. There is a big dinosaur trend this year.
On cloud nineOn cloud nine
Firstly thanks for
taking the time to
speak with us, this
is IVS fi rst visit to
London Toy Fair – are
you excited to be
here?
Excited, yes! We
have put months
of preparation into
the show and it
represents the start of something new for us.
What prompted your decision to exhibit?
The number one factor was the gaining of the
Master Toy license for Cloudbabies. It’s a great
brand and there is a lot of demand for product.
As a new company to the retail sector, we have
to establish ourselves and what better place
could we ask for?
Tell us a little
about the
company –
what should
retailers know
about you?
IVS has years
of experience
in event
retailing. We
have worked
successfully
with brands
such as How
To Train Your
Dragon Live,
Ice Age Live
– A Mammoth
Adventure,
and Walking
With
Dinosaurs -
The Arena
Spectacular.
We pride
ourselves on the
sheer quality
of our product
and have long
wanted to
enter the
consumer
retail
sector. We
were just
waiting to
fi nd the right
property to
do this with.
Most of all, our prospective
retail partners should
know that our quality
is second to none!
We are
reliable
and meet
deadlines,
when you’re
in event retail there is no
other option, and we have a
passion to see our collections
succeed.
And what should visitors expect to
see when they pop by the stand?
The focus is
the launch
collection for
Cloudbabies. We
have created a
totally new range
that matches
the audience
perfectly. It’s
aimed younger
which is what the
property needed!
How do your
team feel about
exhibiting at Toy
Fair for the fi rst
time?
In a nut shell:
excited,
raring to go
and, yes, a
little daunted!
What is the show about
for you – introducing yourselves
to retailers or making sales?
Introduction mainly! We are new;
people need to fi nd out who we
are and what we are about. But
we also want to make sales and
have partnered with Outsource
Sales Solutions, a respected
agency, to help us achieve our
goals.
What is your approach to enticing
retailers and why should they stop
by your stand in particular?
We have many offers that will make our
collection even more attractive to retailers.
But even more important than that is the quality
and design of our new brand.
Do you have any POS or
merchandising support
for your range?
Yes, of course. It’s all in
the plan and different
packages are available.
It is important to us
that our products are
displayed to their full
potential.
Welcome to Toy Fair
With a new Master Toy deal for Cloudbabies, IVS are at Olympia for their very fi rst Toy Fair. CEO, Namita Kapoor reveals more about their range and how the company is on perfect footing to launch into retail
Gallery
Stand
G177
Namita Kapoor
58
PROSPECTIVE
RETAIL PARTNERS SHOULD KNOW THAT OUR QUALITY IS SECOND TO NONE!
“
59
And tell us a little about your
Cloudbabies range. What is so
special about the property?
Cloudbabies as a property is truly
magical. Little ones really relate
to the main
characters,
and everyone
has a
favourite–
mine is Baba
Pink. Plus
there is the
fantastic
creative
content that
is available
to us. The
colours are
dynamic
and the CGI
is beautiful. This will enable us to
create bright, vibrant toys that kids
will love.
Initially you’ve concentrated on
a plush line. What can you tell us
about that and are there plans to
extend the range?
As you say, our initial
focus will be
on a range
of plush,
which
will
include
favourites
such as
Beanie
Plush
and Glow Babas.
We’re also going to
introduce some new lines
such as Bedtime Blankie Babas
and My First Cloudbabies Plush,
which will be targeted towards the
younger audience. After that, the
plan is to broaden the offering into
other product categories such as
games, playsets and more…
Sourcing and product
development is part of IVS’ remit,
is it fair to say that being a master
toy partner is a bit of a departure
for you?
Not at all - it’s more of an arrival.
An arrival into
a new arena.
But we are not
losing sight of
what makes us
successful!
Tell us a little
about the
other strings in
the IVS Group’s
bow.
Traditionally
our strength
lies in event
merchandising
and solutions. We deliver on an
international scale and across many
different licenses. We have worked
with DreamWorks, FOX, BBC right
through to the NFL, the FA and
Harley Davidson.
Can everyone drop by your
stand?
Please do
drop by. But
making an
appointment will
ensure we have the
time to sit and talk and
tell you all about what we have
planned as part of our launch.
Finally, what do the IVS Group
hope to get out of Toy Fair 2015?
Insight into this industry. It’s all
going to be a huge learning curve!
LITTLE ONES
REALLY RELATE TO THE MAIN CHARACTERS, AND EVERYONE HAS A FAVOURITE
“
The CabbagePatch Kids are back!
Planetarium to Light upthose darknights!
Follow that trackball!
www.trendsuk.co.ukTel: +44 (0)1295 768078 E-mail: [email protected]
Celebratewith the NEW Puppy
arrivals!
© 2015 OAA, INC WCT.PUPPY SURPRISE is a trademark of Ed Kaplan Associates, LLC the licensor of the IP rights herein. All Rights Reserved© & TM 2014 Discovery Communications,LLC. All rights reserved
Reach for the Reach for the Star ( Wars)Star ( Wars)
Distributor Focuss
GalleryStand 305
David, thanks for taking the time to speak with us. How many years has Tobar been exhibiting at Toy Fair?We’ve been here for several years now and it’s proved to be a great show for us year after year.
And why do you return, what does Toy Fair offer you?London Toy Fair is a great opportunity for us to showcase the extensive range of products Tobar has to offer to existing and potential customers. Seeing the quality of our lines close up helps customers to imagine them in their own stores,
websites and catalogues. It’s also a great chance to have face-to-face
meetings and talk about plans for the year ahead.
Who should call by your stand at Toy Fair? We’d love to see anyone who’s got a passion for quality toys. From small independents to large chains, we’re able to deal with customers across UK and beyond. Our stand really will is a showstopper this year - the buying team has managed to secure some fantastic lines as well as the classics which Tobar sell all the time.
Let’s talk product – are Tobar offering retailers anything different this year? Tobar has 150 new lines in our best-selling pocket money and novelty gift lines. Our award-winning Bump N Go Bubble Train will be there which sold incredibly last year. We also have a lovely range of new bright watering cans in the shape of animals which are ideal for outdoor play. The Tobar range is perfect for driving footfall, impulse buys and even party bags.
We understand you have some new distribution partners for 2015 – tell us a little about your agreement with the American brand Schylling in particular?Schylling has been established for 30 years in the USA and this appealed to us. Their experience in designing classic toys with a retro feel matched our philosophy. The lines include collectible robots for enthusiasts - pull-along tin toys, charming tea sets and a number of novelty tin toys which hark back to toys from years ago. The great thing about Schylling is customers can buy into the nostalgia look confident that all the toys have passed the strictest safety standards.
Tobar have a pretty special range to showcase at Toy Fair 2015, the Daily News caught up with CEO David Mordecai to fi nd out more
61
+44 (0) 207 298 [email protected]
Emerging from the Jungle at London Toy Fair!
New Wilder Game!
Come monkey around with us at stand #F101.
You’ve also secured distribution agreements with Zuru and Bburago, among others, what made Tobar sign on the dotted line with them?Zuru has sold well for us over the last two years with RoboFish and Magical Mermaids selling out fast. Zuru offer great value imaginative toys and the Turtles are a natural brand extension to these fun water toys. The collectible nature appeals to kids and also to retailers and they look fantastic on demo. Zuru also invest in great TV campaigns and we support it with heavy PR reviews which help to drive sales through the channel. Bburago is a classic brand we’ve worked with for a number of years; their high-quality models
Distributor FocusD
are second to none. The exclusive Ferrari deal means this is the brand to go to for fans of the famous dancing horse. It’s bound to be a big year for Ferrari with the new F1 season around the corner so we look forward to this range selling well.
And we must mention your licensed offering from Blue Sky Star Wars is in for quite a year – what have you got planned? We can’t wait for this line to hit the
shelves. The PR around the films is going to be huge and these Blue Sky Star Wars lines are affordable licensed products which are fun but great value. We expect these to be a best seller in 2015.
We understand Tobar have been investing in marketing and POS solutions to assist retailers both in store and online, can you divulge more? Last year we invested heavily in marketing
ALTHOUGH OUR RANGE IS EXTENSIVE, THE CORE VALUE OF EVERY PRODUCT WE STOCK IS THE SAME – IT HAS TO BE GREAT VALUE, IT HAS TO BE HIGH QUALITY AND IT NEEDS TO BE SOMETHING THAT HAS THE POTENTIAL TO SELL WELL.
“
USB Flash Drive16GB LEGO® Brick design
SEE YOUR UK DISTRIBUTOR ON STAND C60
www.westdesignproducts.co.uk
• 16GB - enough for over 5000 photos!• LEGO® brick design compatible with your LEGO models• Capless, sliding design• Complete with extra LEGO brick and key loop
LEG
O, the LE
GO
logo, and the Brick and K
nob configuration are tradem
arks of the LEG
O G
roup. oon
to support our partners. We worked on a PR campaign to get reviews of our products on the TV, in national press, parenting press, lifestyle magazines, Saturday supplements and bloggers who really noticed the quality of our brands.
We also designed a range of POS solutions which make it simple for customers to order and display products in store. We have branded and non-branded solutions depending on the products customers buy but each is sturdy and designed to look good on the shop floor or at till point.
Our email campaign and catalogues help to highlight some of the hero products, when you sell 1,500 lines it can be hard for partners to keep up to date with all the new things we have to offer. We find
this combination helps to showcase the latest items and assist with best sellers for retailers who are unsure what to stock.
Your range spans gifts, toys and novelty items – do you think toy retailers need to diversify their product offering to consumers more?Although our range is extensive the core value of every product we stock is the same – it has to be great value, it has to be high quality and it needs to be something that has the potential to sell well. It might sound obvious but those are the principles
our buying team follow. We also know that retailers are busy so the fact that we offer a wide range of products means they can come to Tobar, look online or in our catalogue and place orders across their categories.
And finally, what are your top tips for enduring the three-day Toy Fair marathon? It’s got to be comfortable shoes, a sense of humour, a watch to make sure your meetings kind of run on time and drink plenty of water!
Giant Tractor& Trailor UnitWith multifunctional
front and rearloader
The Clever Trike6V battery powered directional headlight & engine sounds
Powered Police Patrol Bike 6V Blue flashing lights and siren sounds
Disney Minnie Powered TrikeForward and reverse gears
and auto brake
Giant T-Rex InflatableOver 183cm tall
BSA Junior Motor Bike 6vAuthentic blow moulded design
For More information call 01291 429007or email [email protected]
A load of Flype!Is this the fi rst time this product has been shown to UK retailers?Yes, although currently available in France, the home of its manufacture, we are now focus-ing on our international sales.
What is unique about the product?This is a new patented product, the effect of which is pretty amazing – you just spin it with your fi ngertip enabling you to perform creative movements. Basically the product is extremely cool for children from the age of fi ve upwards. It actively encourages performances, competitions, and gives you the ability to choreograph movements express your style. We are aiming to create the next UK ‘craze’. There are currently over 100 different Flypes available to collect.Flype also pleases parents, because it develops focus skills and creativity in children, it’s quiet, light and portable. Furthermore, it doesn’t require any batteries!
And what about children, how affordable is it?It makes for a good pocket money item as they retail at around £5 for a pack of three Flypes, which includes the all-important packaging. The packaging is important as this enables the Flype to reset to its original shape if slightly creased during use. Just
As a fi rst-time exhibitor, Flype is here demonstrating what could be considered the ‘next craze’ to hit our UK shores. We spoke with CEO, Xavier Sénémaud, to fi nd out more
Greenhouse Interview
65
Stand: GH40
this enables the Flype to reset to its originshape if slightly creased during use. Just
65
by simply putting it back into the packaging, the Flype will be restored
to its original shape.
What are you doing with regard to gaining consumer awareness here in the UK?We are doing a lot of PR at present. Another good area for retailers is the adoption of our display box. Not only does it hold 150 packs, but it features a great
embedded video demonstration, so customers can see Flype in action, giving retailers an affordable, interactive point-of-sale option.
Who is Flype aimed at?Boys and girls, around the fi ve years and above age group – we have seen interest in the product peaking between the ages of eight and 12 years old. But it doesn’t stop there, adults become addicted quickly, too!
What about recognition so far?We have won a number of awards in France already and we are extremely proud of our achievements to date.
What sort of reaction have you received since being here?So far, the response from retailers has been fantastic. We have actually seen international buyers while here, which is great. We had a thrilling reaction from the children in the demo zone whilst testing yesterday, and they appeared to love it.
Can we see you again at Toy Fair next year?Very likely! If the reaction we’ve received this year is anything to go by, then yes – we’ll be here.
StandGH2
W : imajo.co.uk E : [email protected]
www.eduk8worldwide.comCall +44 (0) 1434 672336See us on stand GH42
NEWTwin Packnow available
Belly Bump Balls
Bump!
B0p!
Bo
unce!
As seen
on
BBC TV
R
A world of pure imagination where wooden toys set the scene for idyllic childhood adventures.
Call us on ++ 44 (0) 208 979 2036 Email. [email protected]
TM
BTHA Toy Fair London E10
RoAARr
Get your waggle on
www. t e l l t a i l s . c o . u k
COME & VISIT USat STAND GH04
BTHABTHA
67
Chairman of the board Student Seminar Press Release Toy Fair 2015 opens the industry doors to students
Today students will be travelling from a number of universities around the country to take part in a
design seminar hosted by the BTHA.
The seminar, which is in its sixth year, is aimed at attracting talented young UK design students to think about toy design as a destination career.
This year students are fortunate enough to hear from two of the industry’s leading names in the toy design community, Hasbro’s Dougal Grimes and HTI’s Jason Cawdell.
Dougal, Director of Global Gaming Acquisition and Inventor Relations will be discussing how to approach large toy manufacturers with new IP and game inventions, while Head of Creative, Jason is set to inspire many students with his session entitled Toy Design: The Best Job In The World.
Students will also hear from David Fry, UK and European Patent Attorney at Agile IP, who will be explaining how students can protect their investment through IP.
“The student seminar is a fantastic opportunity to show the toy industry in all its glory to potential new talent”, commented Natasha Crookes, Director of Communication and Public Affairs, BTHA.
“We are really grateful to our speakers and exhibitors for making the time to meet these budding British toy designers and hopefully we can inspire the next generation of toy makers.”
The seminar has been a huge success since its inception and is growing in popularity among universities and students.
This year the BTHA are pleased to welcome back the University of Portsmouth, University of Sussex, University of Brighton, Kingston University, and Brunel University while the University of Central Lancashire, which runs an MA in toy design will also be attending the seminar for the fi rst time.
The British Toy and Hobby Association (BTHA) represents responsible toy suppliers in the UK. The BTHA exists to protect and promote the interests of members. It achieves that by identifying areas of the toy business where help, guidance and best practice can be of most benefi t to members. That would not be possible without the active input of BTHA members, particularly those that give their time to chair the various BTHA committees. We asked some why they feel that’s so important
Phil Ratcliffe – Chairman of the BTHA Why is it important to you to be a member of the BTHA?It is important on many levels. The Association
represents the wider toy industry in a number of vital areas such as Toy Safety, Sustainability, Public Affairs and of course the Toy Fair. In a fast paced industry such as toys, it is critical that the latest information and issues are shared amongst the membership and I think
that the BTHA does an excellent job of protecting members interests and sharing of best practice.
Given your answer and appreciating that you have commitments to your own company – what makes you want to be chairman of the BTHA.
I have been on the Council for many years now. When I was elected to the BTHA Council I saw it as an opportunity to give something back to a fantastic industry. I became Chairman of the Public Relations Committee which gave me insight into the issues facing the industry.
Finally, when I was asked to become Chairman I was exceptionally proud and honoured to be leading such a pro-active and vibrant organisation with a passionate Secretariat and a wider body of committed individuals from the toy Industry at large – who freely give up their time and knowledge on behalf of an industry they love. If one stands back and looks at the fantastic work undertaken by the Association, one cannot fail to be impressed by the work and dedication of those involved with the BTHA.
Chris Spalding – Chairman of the PR and Communication Committee Why is it important to you to be a BTHA member? I think it is really important to give something back to the industry you work in and being an active part of the BTHA is a great way to do that as well as a fantastic opportunity to network with peers.
Given your answer and appreciating that you have commitments to your own company – what makes you want to be BTHA chairman?
Leading one of the committees is just building on the point I made above in that it allows me to play a bigger role in a specifi c area, in my case the PR committee which is involved in all aspects of the BTHA’s work.
Jon Diver – Chairman of Toy Fair CommitteeWhy is it important to you to be a member of the BTHA?Being a member of the BTHA signals to suppliers and consumers that our company takes its responsibilities seriously when making toys.
Given your answer and appreciating that you have commitments to your own company – what makes you want to be chairman of the BTHA?Character Options is an active member of the association with members of the company taking an active role on almost every BTHA committee. It allows us as a company to have a voice in the direction and work that the BTHA does on our behalf.
I am Chairman of the Toy Fair committee allowing me, with my industry colleagues and the secretariat team to ensure Toy Fair remains a vibrant showcase for our industry.
It’s also important that Toy Fair provides a profi table income for the BTHA to be able to run the action programme of promotion and advocacy for the other 12 months of the year. We never lose sight of the fact that Toy Fair exists for members, visitors and the wider industry to come together in a great business environment.
Foye Pascoe – Chairwoman of the Toy Trust CommitteeWhy is it important to you to be a member of the BTHA?As a company Hasbro feels it is important to be actively engaged with the wider industry as a collective voice is stronger than an individual one.
We have representatives on a number of committees from our Hasbro team, each one a specialist in the area of the committee so that they can give input into the associations direction.
Membership of the BTHA allows us to keep abreast of the current and upcoming threats and opportunities that have been identifi ed and to have a voice in shaping the response and activity.
Given your answer and appreciating that you have commitments to your own company – what makes you want to be chairwoman of the BTHA.
I have the privilege of chairing the Toy Trust committee. I know I am biased but it is the best of the chairing positions in that you are guiding the work of the BTHA but also helping to make a difference to disadvantaged young people.
It isn’t always easy to juggle commitments but the committee and the secretariat are engaged in the Toy Trust work and we all come together to get things done. Leading the committee has donated more than £4million to children’s charities since its inception is a real privilege.
It has been an objective over the past year to explain more about where the money that is raised is being spent and I believe we are doing that now, better than we ever have.
The support of the whole industry amazes me each year and I would like to thank all the participants and supports and most particularly my fellow committee members on behalf of the charity.
TOYFAIR GALLERY 144 • SPRING FAIR HALL 3 – 3P06
Email: [email protected]
www.traditionalgardengames.com
Best in show...Best in show...Show Deals
Toy Fair 2015 is the place to be for retailers looking for a good deal. Retailers visiting this year’s show right here at Olympia can benefi t from a range of fantastic offers which are exclusive to Toy Fair. So, if you’re looking for a good deal, stock discounts and free products on orders, search no further
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ShoutFunnyScoreChallengesGamePuzzleTeamsExplosive
LookingLinkingThinkingWinnersLosersTimerFastCards
Exclusive Toy Fair offers include:A Girl For All Time – Stand GH11 Order two or more of our starter packs and get an additional 5 per cent off your order. Free shipping on orders more than £200.
Brainstorm Limited – Stand D2Free stock deals and reduced carriage-paid order values plus special discounts on a range of items.
Clementoni – Stand Gallery 15510 per cent discount on all Clementoni products on orders received during January 2015 and shipped during February 2015. DKL Marketing – Stand E66 Order a minimum of £300 from DKL ranges and receive an additional 5 per cent discount.Order a minimum of £1,000 from three or more DKL ranges & receive an additional 5 per cent discount*.*5 per cent discount to be on subsequent orders over £500 until 31 December 2015
East Coast Nursery – Stand B56Come along to the stand for some special prices.
Gibsons – Stand E40 The Golden Ticket – every order over £450 will be rewarded. Prizes include: £100 cash, 10 per cent order discount, free stock and champagne.
Green Board Games – Stand E15Place a £250 (ex VAT) order, get 6 Free BrainBoxes (worth £60 retail). Place a £500 (ex VAT) order, get 12 Free BrainBoxes (worth £120 retail). Place a £1,000 (exVAT) order, get 24 Free BrainBoxes (worth £240 retail).
i-Spy Distribution – Stand B65 Offer 1: FSDU deal on Chocolate Picture Maker – get £505 of stock at retail for £200 plus a free display stand and TV giving you a 60 per cent margin.Offer 2: Spend more than £100 on Chocolate Picture Maker and get a free 12 count of themed variants.Offer 3: FSDU deal on Gelli Baff – get £423 of stock at retail for £176.35 plus a free display stand and TV giving you 50 per cent margin.Offer 4: Buy any 4 CDUs of single bath packs and get a CDU of two bath Gelli Baff or Slime Baff for free.
Interplay – Stand G10 Place an order over the value of £600 and receive stock worth more than £220 at retail absolutely FREE, free stock includes some of our brand new lines.
K-Play – Stand Gallery 199 5 per cent off all orders placed at the show.
Orchard Toys – Stand B12 Receive 10 products free (2 of each of the 5 new lines) with all show orders over £350, delivery before the end of February.Place a second order of over £350 and receive 5 per cent off, delivery before 30 April.
Wild Card Games – Stand H2015 per cent off all orders placed at the show for new family party game FRENZI.
ZooBooKoo International – Stand GH49Six free Chocolate Letters & Numbers Quiz with every order over £250.
Search Me! The kind folks at Drumond Park want you to be entertained during your coffee breaks at Toy Fair 2015, so have submitted this word search for everyone to enjoy!
Instructions: Cross out the words associated with Drumond Park’s hit game of 2014 “Shout!” which are hidden vertically and horizontally in the grid:
www.interplayuk.com
...toys & gifts designed to inspire
tel: 01628 488944email: [email protected]
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