Battlebots deluxe metal mechanics minion pdf download

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Helping everyone sell more

0 y 202 r a u n Ja 4 9 No. Vol. 3

Independently audited ABC circulation of 4,568 1 July 2018 to 30 June 2019

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CONTENTS 020 ARY 2 JANU No. 4 Vol. 39

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Editor Georgie Dobie georgie@lemapublishing.co.uk

Regular

Advertisement Manager

5

Leader – with Mark Naish

Athee Waran athee@lemapublishing.co.uk

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News – the latest toy industry headlines

10

Licensing News – the latest on licensed products

11

People News – the latest on who’s moving where

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Movie News – what’s happening on the big screen

Naomi MacKay naomi@lemapublishing.co.uk

14

Media News – the multimedia rundown

16

Retail News – the latest from the retail landscape

Digital Publisher

35

What’s New – new products that you need to get your hands on

Sales Simon Davis simon@lemapublishing.co.uk

Writer

Mirella Anstey mirella@ltw.media

P35

40 Trade Talk – suppliers talk Toy Fair

Digital Editor

44 Toy Talk – retailers chat to us about their Toy Fair wishes

Rhys Thomas rhys@ltw.media

P192

210 Step Back in Time – a slice of toy history from the industry’s longest-running magazine

Production Director Paul Naish paul@lemapublishing.co.uk

211

Don’t Miss – unmissable products for buyers and retailers

Circulation Manager Robert Thomas robert@lemapublishing.co.uk

Lema Publishing Ltd

PUBLISHING

1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

At the heart of retail

A member of the Audit Bureau of Circulation

Independently audited ABC circulation of 4,768

P58

P34

1 July 2018 to 30 June 2019

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Helping everyone sell more

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CONTENTS P68

P20 P102

Features 42 Toy Fair Moments – exhibitors look back on their best memories of the show 48 London Toy Fair 2020 – we preview the UK’s premier toy industry event – use our in-depth guide to plan your show diary 198 Spring Fair 2020 – looking ahead to the UK’s number one home and gift show for retailers 208 New York Toy Fair 2020 – TnP talks to Marian Bossard about what’s happening in the Big Apple this year

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

P114

P74

Editor Georgie Dobie georgie@lemapublishing.co.uk

Special Report 23 Cover Story – MV Sports’ uMove scooter range is moving onwards and upwards in 2020. TnP talks to Marketing Director Phil Ratcliffe to find out more

Advertisement Manager Athee Waran athee@lemapublishing.co.uk

27 Company Profile – Find out how Import Services’ IT system, TRAC, can help clients be more successful in the new world of retailing

Sales Simon Davis simon@lemapublishing.co.uk

28 Retail Interview – As many industry folk head to New York for the North American Toy Fair, TnP also goes across the Pond to find out more about Lark Toys, a retailer that regularly appears in the Top 10 toy shops worldwide

Writer Naomi MacKay naomi@lemapublishing.co.uk

33 Company Profile – Toynamics

Digital Publisher

34 Toy Trust Special – A year in the life of the industry charity

Mirella Anstey mirella@ltw.media

38 Clubbing Together – A year of fun and fundraising for the Fence Club

Digital Editor

46 Retail Interview –Toymaster’s Retail Manager Brian McLoughlin talks about why retailers should visit the Toymaster Lounge at London Toy Fair 2020

Rhys Thomas rhys@ltw.media

Production Director Paul Naish paul@lemapublishing.co.uk

102 Company Profile – Ross Bradley at Wilton Bradley talks to TnP about how the company designs, developments, distributes and markets consumer products

Circulation Manager

192 TnP Ambassadors – Our tiny tester tries out MV Sports’ new Minions-themed Deluxe Tri-Scooter

Robert Thomas robert@lemapublishing.co.uk

1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

At the heart of retail

Columnists 14 Trends Column - the US Toy Association looks back on a year of toy trends and ahead to what themes may be sweeping the toy aisles in 2020 22 Media analysis - Generation Media considers the role of digital media in reaching the consumer 26 Retail opinion – John Ryan advises retailers to be cautious when it comes to top toy predictions for 2020 30 The Independent/Secret Supplier – our dynamic duo talks Toy Fair!

A member of the Audit Bureau of Circulation

Independently audited ABC circulation of 4,768

1 July 2018 to 30 June 2019

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194 Look back on 2019 - TnP MD Malcolm Naish looks back at the past year of toy trading

Lema Publishing Ltd

PUBLISHING

P94

32 Gaining insight – Kids Insights offers advice on how to connect with kids of today

P38 Flip Cover Special!

Turn over your copy of TnP for our in-depth guide to Nuremberg Toy Fair 2020, Europe’s biggest toy trade event

Flip it for Nuremberg

toysnplaythings.co.uk Helping everyone sell more tnp.media

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LEADER Mark Naish

H A member of the Audit Bureau of Circulation

Independently audited ABC circulation of 4,568 1 July 2018 to 30 June 2019

PUBLISHING

At the heart of retail Also by Lema Publishing

TableWare INTERNATIONAL

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appy new year everyone! Thank goodness we are now in 2020, while 2019 was good for some I think on the whole we can all agree we are happy to see the back of it! With the general election behind us and a clearer path for brexit (albeit for now) we can start to look forward to what has been missing for far too long clarity and stability, or at least some! So here we are January 2020 and the excitement that comes with the start of a new year, what wonders and riches will it bring? Many of you will be in Hong Kong sourcing and selling, then London Toy Fair to look forward to and the delights it will provide. Turn to page 48 to get the low down on the show followed by page after page of indepth coverage of the best companies and products you will find there. Team TNP publishes The Daily News - the official paper for the show. We publish this on site and our dedicated team of editors will be scouring the floors for the best products and news stories over the three days. This is no easy task with the team working from 7:00 am to the small hours of the morning to bring you the very best Toy Fair has to offer, I would like to pre-emptively thank them for their hard work, led by TNP’s editor Georgie who had a baptism of fire when she joined us last January and had to put the paper together. h If her her. you see them give them m a wave and a smile! Should you u want to be featured in the Daily News e ews drop by our stand E1 just to the e left of the main entrance to be e considered. The paper is jam packed with fresh new content every day y and is great for finding

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those special products you have been looking for. Don’t forget following the show on the first day are the Toy of the Year Awards. This is always a great event to network, enjoy a drink after a successful day and of course find out first hand who won. Tickets are still available so contact the BTHA to get yours. The ever popular Toy Trust charirty auction will also take place during the event where we will auction off a full page advert in Toys ‘n’ Playthings. Many other media companies and generous parties have donated to the auction and it is now live if you would like to bid. Last years auction raised £92,400 that went directly to help children in the UK and abroad, all worthy causes. Flip this issue over and you will find n TNP’s preview to the world’s largest toy fair Nuremberg. I visit many la ar exhibitions the world over every year and Nuremberg w never ceases to amaze me as to how huge and excellentt this show is and well worth the effort to take e the trek in what are often freezing temperatures (well it is Nuremberg!), As temp so many of you know it is brilliant, m Enjoy the issue, enjoy the shows, we’ll see sse you there!

Team TNP publishes The Daily News - the official paper for the show our dedicated team of editors will be scouring the floors for the best products

Wilton Bradley

Mark Naish

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Spin Master

NEWS

Top of the shops The British Toy and Hobby Association has announced the finalists for the Toy Retailer of the Year Awards 2019. The winners of the prestigious Toy Retailer of the Year Awards, including Overall Toy Retailer of the Year, will be announced along with any other special BTHA awards on the opening evening of Toy Fair, 21 January. The gala event is part of the overall Toy Industry Awards, where Toy of the Year will be announced, and is organised by the BTHA with the Toy Retailers Association, which will also present the Toy and Supplier Awards for 2019 on the same evening. The Toy Retailer of the Year Awards shortlist is: Independent Toy Retailer of the Year (single store) Enchanted Wood Toys, Farnham Thomas Moore Toymaster, Exeter Wigwam Toys, Brighton Independent Toy Retailer of the Year (Multi Store) Ken Black Toys Midco Toymaster Toy Barnhaus Department Store Toy Retailer of the Year Morleys Stores Selfridges & Co W J Daniel & Co Multiple Toy Retailer of the Year Sainsbury’s Argos Smyths Toy Superstores The Entertainer Online Excellence Award Sainsburys Argos Shop Direct Smyths

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Casdon logs on Casdon is set to enter the new year with a brand-new website, complete with fresh branding, to showcase the company’s role-play toys and licensed lines. Simplified navigation makes accessing and browsing brands such as Little Helper and Little Shopper a seamless process for consumers. And, for the first time, users can benefit from retailer links direct to shop, to help with their buying experience. Phil Cassidy, MD of Casdon, says “The site provides an easily accessible snapshot of what Casdon is all about. “Consumers can come and learn about our history as a family-run business, while viewing our product line and easy access to buy will also support our valued retailer customers.” In addition to the consumer-facing website, Casdon launched a separate trade area for B2B customers, enabling retailers to place orders and instantly access pricing, stock availability and invoices. Visit www.casdon.com

Geomag sails ahead! Geomagworld SA, a European leader on construction magnetic products is delighted to announce the win of the 2019 Mini Transat for Ambrogio Beccaria and his boat Geomag. The Mini-Transat 6.50, also known as Transat 650, is a unique transatlantic yacht race starting in France and ending in Le Marin bay, Martinique in the Caribbean. The race began on the 5 October and ended on the 24 November with 78 of the 88 skippers making the full race duration. Geomag began sponsoring Ambrogio in 2018 to assist in his dream of winning the 2019 Mini-Transat. Expertise, determination, tenacity, intelligence and willpower pushed Ambrogio to make the most of the invisible forces of the wind and the sea. Ambrogio’s continued commitment to promoting sustainable navigation for the preservation of the planet makes him the perfect ambassador for Geomagworld and we wholeheartedly congratulate him on his very successful race.

4,000+ The number of miles that the race covers with a stop in the Canary Islands.

Fact!

The site has been redeveloped from the ground up to make it mobile ready and faster than ever before, with eye-catching visuals and modern design, complete with links to YouTube.

Ravensburger strengthens team Ravensburger has made three appointments, boosting both sales and marketing teams.  Anne Kidgell joins the sales team as National Account Manager. Anne rejoins the toy industry following 11 years spent in the confectionery industry, including seven years at Kinnerton and a stint with industry giant, Ferrero, where she managed a portfolio of high street accounts.  Prior to this, Anne spent nine years in the sales team at Mattel. Anne will report to Head of Sales, Derek Scott. “We’re delighted to have Anne on board at Ravensburger,” said Derek. “This is our ninth consecutive year of growth and Anne’s experience will be invaluable as we continue to build on that momentum through 2020.”  Reinforcing the marketing team, Hayley Holland joins Ravensburger as Marketing & Product Development Assistant, while Paula Haddy takes on the role of Customer Services Advisor.  Both will report to head of department, Katy Fletcher.

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NEWS

You can bank on it In the latest episode of ITV’s How to spend it well at Christmas, Phillip Schofield explored vault-raiding, the latest mustcooperative game have toys on sale for all the family this Christmas, from that’s already stocking fillers to big topped Christmas ticket items; giving wishlists this year. viewers the headsPlayers pick a role in up on what’s likely to the group - Hacker, be topping children’s Money Man, Look lists this year. Out, Explosives Phillip was joined Expert working by familiar faces together as a team including Leicester to crack the vault City striker Jamie and release the gold Vardy and wife hidden inside! Rebekah who along with five other families tested the latest board games that are all up against the clock. Bank Attack, the new intense cooperative family game from Ideal Games was deemed the most popular by all six families and was commended for being a team game that all the family could enjoy. Phillip Schofield rated Bank Attack in his own top three must-have toys for Christmas. Phillip commented: “We have road-tested, rated and reviewed the very latest products hoping for a place under your tree, to reveal our very best picks for your hard-earned cash this Christmas. “The Bank Attack game the families loved and it was good value too and I love the idea of a game that you have to work together to win.” Lynette Norris, Marketing Manager at John Adams Leisure said: “We’re so pleased to see Bank Attack prove popular with every family who tested it on the show, and to have Phillip choose it as one of his top three toys overall is the icing on the cake!”

Fastmoving....

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Toy testers wanted! December saw Aldi partner with Mumsnet to begin its hunt for 10 children under the age of 13 to be their official toy testers. The supermarket giant was looking for kids to form part of an expert panel, trying out and reviewing a range of items from its online toy store, which includes board games, cars, dolls and science kits. And for their efforts, each child will receive a year’s worth of toys! To be considered for the position, kids were asked to upload a 30 second video in which they show off and review their favourite toy. Applications were set to close on 23 December. These videos will now be judged by Aldi’s Toy Team, and the winning entries will later be uploaded to the supermarket’s website, as well as on Mumsnet.

“With over 349 toys available at our online Toy Shop, it’s easy to imagine just how much testing goes on behind the scenes. “This is a great opportunity for children to continue doing what they do best - playing with toys!” Julie Ashfield, MD of Buying at Aldi UK

Gibsons spreads smiles Christmas 2019 saw members of the Gibsons team purchase gifts for many of the children who receive support from the Surrey based children’s charity, Jigsaw4U. Anne Meech, Office Manager at Gibsons, said: “Every child deserves a gift at Christmas. Jigsaw4U have a fabulous, hard-working team who do a tremendous job all year round. We hope that our gifts bring some smiles to the children this Christmas.” Jigsaw4U supports children who have been affected by significant social, emotional and bereavement issues, such as domestic violence, grief or homelessness. The Gibsons team each purchased a personal gift for many of the children and families who are supported by Jigsaw4U. The gifts included arts and crafts, games, books, vouchers and even a Spider-Man scooter.

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NEWS Toy Fair 2020 to host tenth annual Design Student Seminar The British Toy and Hobby Association (BTHA) have announced the lineup for the tenth annual Design Student Seminar at Toy Fair 2020. The event will take place on Thursday 23 January in the Apex Room at Olympia, London. More than 120 students have registered to attend. The Design Student Seminar is an annual event organised by the BTHA at Toy Fair. The event is aimed at current design students to encourage them to consider a career in the toy industry, and features presentations from leading industry experts. Talks cover diverse subjects from the process of designing a toy, to legal and IP protection. This year, speakers include Billy Langsworthy, Co-Founder of Mojo Nation, who will give an introduction to the world of toy design. He will be joined by Emma May, CEO/Creative Director at Emmerse Studios Ltd, Matt Burtonwood of Open2Designs and David Fry of Agile IP LLP. More than 100 students attended the seminar at Toy Fair 2019, which included speakers from iLLUMiARTi Ltd and Toy Pioneers Club. “It’s integral that, as an industry, we do all we can do to encourage a fresh wave of product design talent to choose the toy and game space as a career destination,” said Billy.

Speakers include: Mojo Nation, Emmerse Studios Ltd, Agile IP LLP and Open2Design

Venetia named VP Former Mattel exec Venetia Davie is joining ViacomCBS Consumer Products (VCP) as VP of UK and Ireland. Beginning in January, Davie will be responsible for developing promotional partnerships and for leading the two markets’ retail sales and marketing divisions. In her new role, Davie will manage the London-based team and report to VCP’s SVP of international Mark Kingston. She joins VCP from Petit Collage, a children’s toy and gifting company where she served as MD. Previously, Davie served as VP of global publishing for Mattel and as Licensed Publishing Director for HarperCollins. Following the agreement that saw CBS acquire Viacom in August, several announcements have been made regarding the merged company’s leadership team. Pam Kaufman will serve as president of global consumer products, while Brian Robbins will serve as president of kids and family entertainment for ViacomCBS Domestic Media Networks, overseeing the company’s kids and young adult-focused offerings.

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2019 Toy and Game Innovation Award winners: Toy Innovator of the Year – Ryan Kratz and Gil Zalayet for Imaginext DC Super Friends Transforming Batmobile RC Vehicle (Mattel) Game Innovator of the Year – Kane Klenko for Pandemic: Rapid Response (Z-Man Games), Cosmic Factory (Gigamic), Dead Men Tell No Tales: The Kraken (Minion Games), Proving Grounds (Renegade Game Studios), Slap It! (Renegade Game Studios) Rising Star of the Year - Urtis Šulinskas for Planet (Blue Orange) and Pigasus (Brain Games) Young Inventor of the Year – Ellie Skalla for Galactiquest (Goliath) Innovative Arts & Visuals of the Year – Christian Castro for New Phone Who Dis? (What Do You Meme) Innovative PR and Marketing Team of the Year – LEGO Marvel Team for LEGO Marvel Avengers End Game Construction Sets by LEGO Campaign Innovative Retailer of the Year – Exploding Kittens for Throw Throw Burrito Kickstarter Hassenfeld Family Initiatives Humanitarian Award –  Spin Master for The Toy Movement Hasbro for sustainable packaging commitment Disney for Disney Team of Heroes

TAGIE winners revealed The Chicago Toy & Game Group presented the winners of its annual TAGIE Awards recently at the glittering Power of Magic gala in the Windy City. Attended by nearly 500 industry inventors and innovators, the evening capped off another successful Chicago Toy & Game Week. Richard Dickson, President and COO of Mattel, delivered the evening’s keynote address and ended the evening on a high note, presenting industry luminary Ivan Moscovich with the Lifetime Achievement Award. “The TAGIE Awards Gala is always an inspiring evening as we celebrate the amazing innovators behind some of the most successful toys and games,” says Mary Couzin, Founder and President, Chicago Toy & Game Group. “This year was especially memorable as Ivan Moscovich shared his life journey from surviving concentration camps as a teenager, to becoming one of the most prolific inventors in the industry over the past seven decades.”

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The much-awaited release of brand-new Hatching Toothless Interactive Baby Dragon with Sounds from Spin Master has launched at UK retail!

NEWS

He-Man is back! Netflix and Mattel Television are co-producing a new He-Man and the Masters of the Universe animated series. Originally airing from 1983 to 1985 and consisting of two sixty-five episode seasons, the first iteration of He-Man and the Masters of the Universe was repeatedly shown on various networks in syndication before the rights to the show were bought by USA Network, who continued to run the series until 1990.

Dreaming of dragons DreamWorks Animation’s How to Train Your Dragon film trilogy continues to soar, with several high-profile content and product extensions ahead of Christmas. Since the launch of the first film in 2010, Hiccup, Astrid, Toothless and Light Fury have captured the imagination of a generation with three blockbuster films that have brought in more than $1.6 billion worldwide, with this year’s How to Train Your Dragon: The Hidden World earning $520 million globally. The franchise has generated hugely successful episodic content and a wideranging top-tier licensing program that boasts best-in-class partners. How to Train Your Dragon Homecoming was marked by a Family VIP Screening Experience at the British Film Institute, London. The exclusive event was attended by select social media

influencers and retail competition winners and included Fun in the Foyer franchise activities, meetand-greets with Viking actors and official consumer-product goodie bags for all attendees, just in time for the Christmas holidays. In products, the much-awaited release of the brand-new Hatching Toothless Interactive Baby Dragon with Sounds is creating a huge retail footprint. Master toy partner Spin Master is applying the same technology it employed on its successful Hatchimals brand to bring Toothless to life for the first time ever. Kids will be able to teach Toothless how to fly and play a selection of electrifying interactive games. He’ll even roar and shoot out a potent plasma blast if he gets the notion! The bold new toy is currently flying off retail shelves and online retail platforms.

Netflix has slowly been rebooting a number of classic animated shows from the 1980’s and 1990’s. As more and more contemporary shows and movies leave their service to join the streaming service umbrellas of their original franchise holders, Netflix is looking backwards to shows like Invader Zim and the recently-announced revival of Rocko’s Modern Life. Now, it seems like the streaming giant is looking even farther back into their catalogue for something new to bring to the television table in order to compete with companies like Disney and Hulu.

Did you know? He-Man & The Masters of the Universe originally aired from 1983 to 1985.

TRENDS COME TO LIFE AT TOY FAIR NEW YORK The Toy Association’s Kristin Morency Goldman looks back on a year of toy trends and ahead to what themes may be sweeping the toy aisles in 2020! New ways to explore the unboxing craze, compounds that foster creative play, and toys that prepare and inspire children for the future were just a few of this year’s biggest toy trends announced by the US Toy Association at Toy Fair New York last February. Adrienne Appell, Leading Trend Expert at The Toy Association, says: “Our trends team predicted that 2019 would see some of the most creative products hit store shelves in recent years – and we saw that prediction come true. Throughout the year, a wave of amazing toys

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“

Our trends team predicted that 2019 would see some of the most creative products hit store shelves in recent years – and we saw that prediction come true

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and games that aligned with our trends helped inspire, challenge, and entertain countless children.” Some of this year’s hottest trends and corresponding toys, many of which were nominated in November for Toy of the Year Awards (toyawards.org), included: ■

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Inspirational & Aspirational Play (For example: Crayola Glitter Dots, Kahootz’s Y’Art Craft Kit, and Flycatcher’s smART Pixelator) Unboxing 2.0 (For example: Just Play’s Ryan’s World Super Surprise Safes, MGA Entertainment’s L.O.L. Surprise! Winter Disco Series, and WowWee’s Lucky Fortune) Explosive Entertainment (For example: Mattel’s Disney Pixar Toy Story Basic Figures, Jakk’s Pacific’s Disney Frozen II:

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Mattel focusses on sustainability Mattel has announced that it will debut in the first half of 2020 its first product aligned with their sustainability goal - the iconic Fisher-Price Rock-a-Stack, which will made from sugarcane-based plastics and packaged in 100 per cent recycled or sustainably sourced materials, which coincides with Fisher-Price’s 90th anniversary. This new goal expands the company’s Environmental Sustainable Sourcing Principles that were announced in 2011. The Company now sources 93 per cent of the paper and wood fibre used in its packaging and products from recycled or Forest Stewardship Council (FSC) content, surpassing its 2018 goal of 90 per cent. In addition, the company has adopted the How2Recycle label, a standardised labelling system that clearly communicates recycling instructions to the public.Earlier this year, Mattel established an Environmental Sustainability Council comprised of a cross-functional team of leaders dedicated to actively advancing the company’s sustainability efforts in several areas, including materials innovation. “Environmental sustainability is a corporate priority at Mattel and creating sustainable products and packaging is an important part of our commitment to the planet,” said Ynon Kreiz, Chairman and CEO, Mattel. “Our dedicated cross-functional team made sustainability a key priority throughout the product and packaging design and production process. Today, we are delivering on that priority by announcing our first product made from sustainable materials and we look forward to expanding our efforts to all Mattel brands.”

Mattel, Inc. announces its goal to achieve 100 per cent recycled, recyclable or bio-based plastics materials in both its products and packaging by 2030.

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Into the Unknown Elsa Doll, and Gund’s Elmo Limited Edition 50th Anniversary Plush) Compound Crazy (For example: Learning Resources’ Beaker Creatures Alien Experiment Lab, ThinkFun’s Thinking Putty Puzzle, and PlayMonster’s Meltdown)

Additional trends included Foodie Fun – food-themed playthings – and Throwback Toys – nostalgic and retro products appealing to both kids and parents. “With the holidays upon us, we expect to see trending toys topping kids’ wish lists and lighting up little faces come Christmas morning!” says Appell. “It’s certainly an exciting time to be a kid – and we can’t wait to reveal what’s in store for the future of play at Toy Fair New York 2020.” The Toy Association trends team will

JANUARY 2020

unveil its top trend predictions for next year at a Toy Trends Briefing open to all show attendees on the first day of Toy Fair New York this February. The team meets yearround with toy companies and explores trends in parallel marketplaces, reviewing and analysing new products and emerging youth trends. By opening day of Toy Fair, the team will have previewed more than 1,000 toys and games and will be ready to announce the hottest toy and game trends of the upcoming year. “While I don’t want to give away too much before the show, I can tell you that we have been seeing some interesting developments in play, particularly as digital-first brands

Surfing to success Boasting over 2.7 billion downloads around the world, Subway Surfers was named the most downloaded mobile game of the decade by App Annie. This latest accolade coincides with the debut of apparel from Subsurf, the brand’s consumer and lifestyle merchandising arm, which has is now available from UK retailer Next. Subway Surfers Airtime, the first franchise extension was released at the end of December worldwide on Snap Games, Snapchat’s real-time multiplayer gaming platform. Among the first games available on the Snap Games platform, Subway Surfers Airtime is the first of many ways that SYBO will further explore the Subway Surfers brand. “We’ve hit several incredible download records over the years, yet this App Anniereport naming Subway Surfers the most downloaded mobile game of the decade is truly epic,” said Mathias Gredal Nørvig, SYBO Games’ CEO. “We’ve pioneered many new programs this year, with partners including Google and SnapChat, as well as our Master Toy licensee Alpha Group. The coming year promises to be spectacular.” Following the recent apparel debut at Next, additional exclusive Subsurf designed T-shirts will debut in January at UK retailer Tesco. Summer 2020 will see the first products from global master toy licensee Alpha Group which will debut globally with various programs around the world including figures, vehicles, plush, toyetic accessories, and more. A retailer announcement is planned for late spring.

Subway Surfers was named the most downloaded mobile game of the decade.

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We are seeing fun developments in toys that promote both active bodies and active minds – not just for kids

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carve out even more space in the toy aisle and kids continue to transition more seamlessly from devices and social media to physical toys,” said Appell. “And we are seeing fun developments in toys that promote both active bodies and active minds – not just for kids, but for teens, parents, and grandparents too.” The Toy Association’s Toy Trends Briefing will take place on Saturday 22 February at 1:30pm in room 1E09 (Level 1, Hall E) of the Jacob K. Javits Convention Center in New York City. The team will present each trend and use product examples from the show floor to highlight the themes.

Toy Fair New York will take place 22 to 25 February 2020. For many in the industry it’s among the most anticipated toy shows on the global buying circuit, with exhibitors showcasing hundreds of thousands of playthings coming to market next year. Visit www.ToyFairNY.com to learn more.

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MOVIE

NEWS

Movie diary 2020 Movies make many toys popular. Get the low-down on what characters may be popular with your customers over the coming year… 7 Feb Dolittle

15 May Scoob!

14 Feb Sonic the Hedgehog

22 May The SpongeBob Movie: Sponge on the Run

The Call of the Wild 6 March Onward 20 March Trolls World Tour 27 March Mulan

29 May Artemis Fowl 05 June Wonder Woman 1984 19 June Soul

10 July Ghostbusters: Afterlife Minions: The Rise of Gru 24 July Jungle Cruise 14 Aug The One and Only Ivan 18 Sept The Mitchells vs. The Machines

Peter Rabbit 2: The Runaway

9 Oct The Witches 13 Nov Clifford the Big Red Dog 25 Nov Raya and the Last Dragon 23 Dec Tom and Jerry The Croods 2

Fans queue for last Star Wars movie Fans of the Star Wars franchise camped out in the cold and the rain in Central London to watch the stars of Star Wars: The Rise Of Skywalker – despite the December weather – at the film’s premiere. The film has received rave reviews from the critics – and on Thursday 18 December, die-hard fans headed to midnight showings in a bid to be the first UK fans to see the film. The film has sparked a new kind of film watching, with all-night screenings in Birmingham - there were 285 screenings in 24 hours across the Birmingham area – that’s almost 12 per hour. The movie is the last in the nine-film saga.

Mulan goes live

Pic credit: Disney 16

Disney is set to continue its successful run of live-action adaptations of its classic animated movies with Mulan. Following on from the success of 2019’s The Lion King, Mulan will tell a tale based on a Chinese folktale. Said to be slightly different from the story told in the cartoon version, the film still follows the story of Mulan, played by Yifei Liu. As the eldest daughter she takes her father’s place when the Emperor dictates that one man from each family must join the Imperial Army. Mulan steps in to take her father’s place, pretends to be a man, and in the process becomes one of China’s greatest warriors.

Pic credit: Warner Bros.

Hero speeds toward 2022 date Superhero fans will be pleased to hear that The Flash has finally got a release date – but they’ll have to wait until 2022. The film, which stars Ezra Miller as Barry Allen (The Flash), has been on the cards since 2014, but has lost several directors along the way. Now, its original 2018 release date has been changed and director Andy Muschietti is on board.

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+44 (0)207 307 7900

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MEDIA

NEWS

Blocks on the box The LEGO Group has launched a free video streaming app dedicated to its animations and YouTube shows. Available initially in the US and Canada, fans can download The LEGO Channel for Amazon’s Fire TV, Apple TV and other popular streaming services. It allows fans to stream more than 1,000 videos, including hit series based on LEGO Ninjago, LEGO Friends, LEGO City, and specials from franchises such as LEGO Jurassic World and LEGO Marvel. The LEGO Group’s very own YouTube show Rebrickulous will also be available to stream, alongside review shows and videos providing hints and tips. “With the launch of The LEGO Channel, we can reach even more kids who will connect through some really fun and engaging content to inspire creativity, imagination, and learning,” says Jay Shah, Director, Global Content for the LEGO Group.

Pailtoy’s John Nicholas ‘stars’ on BBC Palitoy’s former star salesman John Nicholas recounted the singular experience of introducing toys for then little-known Star Wars to the UK market for a BBC programme. Toy Empire: The British Force Behind Star Wars Toys charts the toys’ rise to fame, from launch in the midseventies to their global popularity today. “John clearly remembers selling Bill Lindsay of John Menzies fame his first million pound order at a reception Palitoy ran in London to introduce the range,” said TnP founder Malcolm Naish. “What would that be worth today? “John is interviewed in the programme, so Luke Skywalker, eat your heart out!’’ The show is available to stream on BBC iPlayer and will air on BBC World Service later this year. Image credit: BBC

Viacom-CBS merger completes

Sony acquires Silvergate Media Sony Pictures Television (SPT) has acquired Silvergate Media in a deal worth $195m, bringing Hilda, Octonauts and the Peter Rabbit animation under the SPT banner. The deal includes 100 per cent of Silvergate Topco Limited, whose assets include Silvergate’s 49 per cent interest in a joint venture with Beijing-based Wanda Group, which holds the rights to Octonauts, as well as a minority stake in Silvergate BP Bidco Limited, which produces the Peter Rabbit TV series and will continue to be majority-owned by Waheed Ali. 18

The merger between Viacom and CBS is complete. Consolidation of the two media giants, both already part of the Redstone family’s National Amusements media empire, closed in early December, creating a new business called ViacomCBS. Bob Bakish, Viacom’s former CEO, has taken the same role at the helm of ViacomCBS, while his CBS counterpart, Joe Ianniello, will become Chairman and CEO of CBS. Leading ViacomCBS’ licensing business is Pam Kaufman, serving as president of Global Consumer Products to oversee the company’s licensing and consumer product business. The merger will combine both company’s major entertainment brands, including Nickelodeon, MTV, Paramount Pictures and more under one umbrella.

Xilam hits 15 billion on YouTube French studio Xilam Animation has hit 15 billion lifetime views on YouTube and reached 15 million subscribers across its channels on the platform. For 2019, the company is also projected to increase its YouTube views by 50 per cent compared to 2018. The rapid growth has been fuelled by the launch of more than 15 new YouTube channels across Xilam’s IP including the first dedicated global channel for preschool property Paprika, in addition to local Oggy and the Cockroaches, Zig & Sharko and The Daltons channels in India. Localised channels were also introduced in Brazil, Germany, and Russia. “We’ve had an exceptional year of growth in the digital space,” says Morgann Favennec, EVP Global Sales Development at Xilam.

tnp.media

LICENSING

NEWS

Jazwares signs for CKN Toys Jazwares has been named master toy partner for CKN Toys, the Australian-based YouTubing brother duo Calvin and Kaison. The toys are inspired by their most-watched content from YouTube, and will feature collectable figures, vehicles, playsets, compounds, a recognisable Smasher, and more. Toys will hit shelves at Easter in the UK, Australia and Asia, with a major US retail launch slated for autumn 2020. “Calvin and Kaison are a very special new addition to our portfolio,” says Laura Zebersky Chief Commercial Officer, Jazwares. “Their adventurous spirit and unique way of connecting with kids around the world made them a perfect fit for Jazwares.” The toys will appear in Calvin and Kaison’s upcoming YouTube content and their new short form series, which will air next year on Nickelodeon and Nick Jr.’s in Australia, the UK, and Canada. CKN Toys launched in March 2015 and currently has 13 million YouTube subscribers and more than 12 billion views. Haven Global is the Global Licensing Agent for CKN Toys.

Hasbro names Nordic agent Hasbro has appointed WildBrain CPLG as its new subrepresentative in the Nordics to handle the toy company’s merchandise, publishing, promotions and short-term locationbased entertainment across the region. Under the agreement, WildBrain CPLG will cover Denmark, Sweden, Norway, Iceland, Finland, Faroe Islands and Greenland. WildBrain CPLG will begin its stewardship of Hasbro’s brands from 1 January 2020. “As Hasbro plans ahead to its bright future in the Nordic region and developing consumer products for some of the world’s most powerful and beloved brands, such as My Little Pony, Nerf, Monopoly and Play-Doh, we are thrilled to bring WildBrain CPLG onboard,” says Marianne James, Vice President of Hasbro Consumer Products in EMEA. “We strongly believe that WildBrain CPLG has the experience, scale and ambition to work with Hasbro, along with its local licensees and retail partners, to bring our consumer products business to the next level.” Maarten Weck, Executive Vice President and Managing Director, WildBrain CPLG, adds: “As a leading and dynamic company with a raft of exciting and diverse properties, we feel there is a wealth of opportunity to further extend Hasbro’s brands in consumer products.”

20

AR gets Odd(bods) One Animation is following up the success of the Oddbods Turbo Run endless runner game with the launch of a fully-immersive augmented reality app for iOS devices. Oddbods Oddlife lets kids engage in multiple immersive adventures as they become their favourite Oddbods characters. The app uses Facetime-style facial expression mapping, which engages kids with their favourite moments from Oddbods and teaches them handy hints and tips for tackling day-to-day tasks. “Our little fans are placed at the centre of this revolutionary and educational digital adventure while parents are given a toolkit that delivers interactive and useful ‘hacks’ to help with the rigours of daily life, in a never-seen-before format,” says Amir Biran, Digital Director of One Animation. Baz Palmer, CEO of the app’s developer Weyo, says: “There’s nothing else to rival Oddbods Oddlife right now.”

Bear necessities Trends UK will welcome a familiar face with a new look to its range in 2020, inking a deal with The Copyrights Group to launch a range of electronic learning toys based on the new Paddington animated series. The educational toys will introduce young fans to early learning skills such as recognising colours, numbers, letters and early spelling. Items will begin to appear late 2020, with further products scheduled to follow into 2021. “We are delighted to be developing learning items based on this lovable bear and his world” says Lindsay Hardy, Marketing Director of Trends UK. “The narrative of Paddington’s experiences with his family, friends and home will definitely appeal to pre-schoolers and parents; the TV series looks fantastic!”

Redundancies hit Rovio The Rovio licensing flock will be reduced by half in a wave of redundancies aimed at improving efficiencies and profitability. A total of 16 positions have been axed from the global licensing team, including Simo Hämäläinen, who has led the division as Head of Brand Licensing since 2017 and departs officially at the end of January. Following the departures, Rovio’s licensing business will now merge with its marketing division under the leadership of Chief Marketing Officer Ville Heijari. The Angry Birds maker first announced it would enter downsizing talks with staff in mid-October 2019 after its licensing business did not meet quarterly expectations, not getting the boost it should have received from the release of The Angry Birds Movie 2.

15 tnp.media

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MEDIA

ANALYSIS

Getting to the gift giver W

hen you think of effectively reaching announced that this year’s Cyber Monday saw the children en masse, TV has always biggest sales day of the company’s 25-year history. come out as king. However, it will Its global top-selling categories included toys, home, come as no surprise to anyone that fashion and health, with products such as LEGO the ever-evolving digital landscape has changed Star Wars Darth Vader’s Castle; Monopoly: Frozen things. Where AV solutions such as TV, YouTube II edition; and popular Hasbro games such as Jenga and cinema fall within the awareness bracket at and Guess Who? taking the top toy sellers lists. the top of the traditional marketing funnel, the But what is the largest audience driving these importance of the bottom of the funnel – that is to increases? The National Retail Federation reports say, converting someone to make a purchase – is that of the 30 per cent of toy sales that are made at becoming increasingly important. In fact, the two Christmas, 61 per cent of those purchases are made parts need to work hand in hand. by the gift-giver, and not necessarily This is particularly important, as influenced by a child’s wish-list. NPD data shows that of all purchases, So, if we put this into figures, based on Leading 65 per cent of dads will make their the average child who receives eight gifts the way for purchases online, while the ever-busy at Christmas – there are 9.4m children a quick fix mum surpasses this by making 75 aged four to 15 in the UK (BARB, 2019), per cent of her purchases online. But, which means that there is an average of digital stop leading the way for a quick fix digital 75.4m toys being bought at Christmas. is the giftstop is the gift-giver, who makes 92 per However, if 61 per cent of those toys that giver, who cent of their purchases through online have been purchased have been based on retail sites. makes 92 per the gift-giver’s choice, that’s 46 million This is coupled with the fact that Christmas presents being bought without cent of their Black Friday and Cyber Monday are a specific request made by the child, becoming bigger in the UK market than purchases and potentially without any of the through online child’s input. ever before. Up until this year, the UK has always been slightly more hesitant Which poses a big question: how do retail sites of the supposed ‘bargains’ on offer, you ensure that this audience is exposed with articles in the build-up to this time to your company’s advertisements of year suggesting the UK public have become to ensure that they make informed decisions fed up with the bogus discounts on offer over when they reach the checkout? The answer – a the period. full 360-degree marketing ‘battle plan’, which Reports seem to have misinterpreted public reaches the entire family. And, with the everopinions this year though. Barclaycard, which changing fragmentation of viewing, digital media is accounts for around a third of all card transactions increasingly vital to achieve this. made in the UK, saw a 16.5 per cent uplift in To understand how you can effectively reach transaction value over Cyber Monday YoY. The this ever-important audience, with the help of sales uplift has come as a huge relief for the Generation Media’s bespoke priority tools, please retail sector, which has seen more than 1,000 get in contact with a member of the team. store closures in the first six months of the year and experienced a much slower start to Christmas spending than in previous years. At the forefront of the success of the Black Friday weekend is Amazon. In a recent press release, the company

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Generation Media’s Kate Moncur looks at the role of digital media in reaching the consumer, when viewing habits are continually changing and increasingly fragmentated

30%

The reported percentage of toy sales that are made at Christmas, according to the National Retail Federation.

Generation Media is the UK and Ireland’s largest independent media buyer of toys and games advertising. Visit generationmedia.co.uk or call 0207 307 7900 to learn more.

COVER STORY

MV SPORTS

Movin’ on up! Following the introduction of its uMoVe scooter range at last year’s Toy Fair, MV Sports has enjoyed a strong year of trading. For 2020, the company is taking the brand a stage further, as Sales and Marketing Director Phil Ratcliffe... How was trading for the company in 2019? Trading in 2019 has been good. We’re actually up on last year, which is a great result for the team and a reflection of how strong our portfolio is. Tell us a little about how the uMoVe range came to be. We recognised that parents were starting to purchase more premium scooters for their kids. So we introduced uMoVe as a strong range of competitive products at attractive price points. For 2020, we have taken the brand a stage further, offering added value and decorative features to make the range more attractive to the children they are bought for, and the parents who are buying them.

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The uMoVe proposition is all about value, margin and superior design, so we are confident that the brand will gain presence and momentum very quickly

What does uMoVe bring to the ride-ons category? It brings premium products to the ride-ons market, which rivals any of our competitors’ ranges – and it does so at a much more attractive price point. The additional features we are adding for next year will widen the gap in perceived value even further.

Fact!

MV Sports will be launching several new segments of the uMoVe range. These include the Sparkle, Sequin and Camo ranges. JANUARY 2020

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What uMoVe products will you be introducing at Toy Fair? We are launching several new segments, including the uMoVe Sparkle, Sequin and Camo ranges. The uMoVe Sparkle has an anodised glitter paint finish and a coarse silver glitter deck, which looks amazing. The uMoVe sequin range picks up on the recent trend in toys and plush in that the scooter stem is wrapped in flippable sequins to create a magical colour-change effect. And uMoVe Camo follows the latest trend in fashion, with an allover pattern that looks different from anything else out there. How do you decide on which licences to introduce each year? We take our cues from our licensors, we look at the quality of content, and consider the toy potential. We know that only the top licences successfully make it in the wheeled toys category. Kids have just one licensed bike, and this needs to be their favourite character or property. So we need to be very selective with the licences that we take on. We are not pushing licences in the new uMoVe range, but we’re not ruling it out in the future for classic and/or heritage properties.

bike retail, we will be offering uMoVe to our cycles’ sales force. The uMoVe proposition is all about value, margin and superior design, so we are confident that the brand will gain presence and momentum very quickly. What are the team’s ambitions for the company in 2020? We are operating in a very tough market and economic climate, but in 2019 we managed to increase distribution and turnover, so we’re hoping for more of the same in 2020. Why should buyers visit the team at the MV stand at Toy Fair? We have a great selection of new products and licences that have not yet been revealed. Toy Fair will be the first opportunity to see many of our new products in the flesh, so there is every reason for buyers to come and view the range and compare it to our competition. We look forward to seeing many new and familiar faces at Stand B30!

How will you drive sales of the uMoVe range? To maximise distribution across both toy and

23

PEOPLE

NEWS Moving on up! Kirsty Mackenzie has been promoted to Head of Marketing at Bandai UK. Having previously held the role of Marketing Manager, Mackenzie joined the Bandai UK team in 2018, with 13 years of marketing experience within the toy industry. Nic Aldridge, MD, Bandai UK, says: “Kirsty’s promotion is testament to her commitment and the impact she has made during a fundamental period of evolution for the company.” Kirsty says: “It’s an exciting time to be part of the company. As we head in to 2020, our portfolio continues to grow with an assortment of own IPs and strong, global licenses, all of which I’m looking forward to developing and supporting with strategic marketing and tactical campaigns.”

Bulldog welcomes new hire

Hasbro’s Jonathan Berkowitz departs Hasbro Brands president Jonathan Berkowitz has stepped down from his role after 17 years at the company “to pursue other opportunities”. An internal email to staff from Hasbro President and COO John Frascotti confirmed his departure would be effective immediately. “I’d like to thank Jonathan for his contributions to Hasbro over the past 17 years,” it added. “I will be providing guidance and support to Jonathan’s teams until a future plan is determined.” The Hasbro veteran was promoted to head up the Hasbro Gaming portfolio in 2018 and manage new and vault brands that aren’t tied to entertainment franchises. Jonathan is credited with transforming the Nerf brand from toy line to licensed property. He also played a key role in engineering a new system t5o capitalise on crazes and trends by getting product to market faster. 24

Bulldog Licensing has appointed Ellie Monro-Smith as Licensing Approvals Coordinator. She will provide product approval support for all licensees and support communications throughout the product development process across brands including Match Attax, Sesame Street, Care Bears, Miraculous and Kindi Kids. Sole Puerto, Senior Creative Manager at Bulldog, says: “Ellie has a strong background in design, and we’re sure she will provide an invaluable service to all of our clients.”

High five at The Insights People A round of new hires has significantly boosted the team and expertise of The Insights People. The family market intelligence specialist has welcomed five new members to the research and technical departments, including Sarah Riding, who joins as Trend & Research Director and will lead the company’s research and development strategy and direction. The company has also brought in Hannah Carley as Research Manager, and Bethany Bleathman as Research Executive. Anne Kelly, who previously worked at both Venn and MediaCom, joins as Account Director, while Mark Armstrong, whio played an instrumental role in the development of The Insights People’s new portal, joins full-time as Principal Developer.

Julie joins Alpha

Julie Ball has joined Alpha in a marketing consultancy capacity. She joins Alpha’s UK head office, as the team readies for the all important Q1. Having spent 20 years in the toy industry, including a 15-year senior marketing tenure at Mattel, Julie brings a wealth of experience to the company. She has also conducted consultant roles at Hasbro and Spin Master, and was most recently Head of Marketing for IMC Toys. “Her appointment as consultant comes at a key time as we build for further growth in 2020,” says Patrick Potgiesser, Alpha’s General Manager. “With her extensive industry knowledge and marketing expertise, she will be a perfect fit as we expand our brand portfolio with new master toy signings.”

Eolo Toys welcomes Jeremy Robinson Eolo Toys is expanding its presence in the UK and Ireland, hiring Jeremy Robinson to head up UK Sales and Business Development. Jeremy brings years of experience to the role, having served as UK Country Manager for Schleich and in senior sales roles at Tomy, and will work alongside Eolo Director Alex Prieto to break into new categories, namely feature plush. “Eolo has been known mainly for our kites and outdoor toys, but we are growing into other toy categories thanks to our in-house design and development team,” Alex says. “Jez joins in a great moment for Eolo to bring experience and fun in the UK and Ireland toy space.” Jeremy adds: “I look forward to meeting with the UK customers, either in Hong Kong or locally, over the coming weeks and months.”

tnp.media

RETAIL

NEWS

“This is to show our continued support for autistic people and their families, and for those who find shopping during the festive season stressful and overwhelming” Gary Grant, Founder and Executive Chairman, The Entertainer

Quiet Christmas While other retailers cranked up Christmas carols, The Entertainer turned off the jukebox and muted the lights over the festive rush to make shopping accessible for everyone. The retailer introduced a Christmas Quiet Hour each day throughout December for families with autistic children, who can struggle with the hustle and bustle of a busy toy shop. The initiative was an extension of The Entertainer’s regular Quiet Hour, which runs weekly in Entertainer stores throughout the year. The scheme was welcomed by the National Autistic Society, which praised The Entertainer for making small, thoughtful changes to “transform the lives of autistic people and their families… We hope more shops will be inspired by The Entertainer and do their bit.”

Boots bags Mothercare Mothercare will not disappear entirely from UK high streets after signing an exclusive five-year deal to sell its nursery goods, furniture and baby clothes at Boots. The pharmacist will sell Mothercarebranded products through shop-inshops from this summer, with a smaller collection of items available from the Boots website. Mothercare Chief Executive Mark Newton-Jones said the company “has found the right home” in Boots. “Fantastic news for the brand and the millions of Mothercare customers across the UK,” he said. “It is also great news for Mothercare and our wider group of stakeholders after what has been a tough period.” The tie-up with Boots will also help to strengthen consumer’s perception of Mothercare, Mark says, dispelling

the myth that Mothercare “in its entirety had gone out of business.” The five-year deal is expected to be finalised by the spring. Mothercare fell into administration in November 2019 and was forced to close its 79-store estate in the UK, as well as its online business. Overseas, where Mothercare operates a franchise-based model, the company remains profitable and will continue on unaffected.

Major Hamleys revamp underway Hamleys will regain its status as ‘the finest toy shop in the world’ after undergoing an ambitious overhaul, according to new owner Reliance Industries. Reliance chief executive Darshan Mehta told the Guardian it would do “whatever it takes” to transform Hamleys’ historic London store into the “toy retailing reference point in the world”. The Indian conglomerate acquired the toy retailer for nearly £70m last year, after a string of disappointing quarters under Chinese owner C.banner. The aim is to offer something so radically different from online shopping that consumers will look beyond convenience.

JANUARY 2020

70m How much Reliance paid for Hamleys.

Consumer confidence on the up

Did you know?

Consumer confidence increased for December, and optimism is up for the year ahead, according to GfK’s longThe UK running Consumer Confidence Index. Consumer The index increased three points to Confidence –11 for December. Barometer is Joe Staton, Client Strategy Director at conducted by GfK, says: “There’s a clear sense of a change in consumer sentiment this GfK on behalf month. The picture for the year to come is of the EU, with much stronger with a two-point similar surveys improvement in how consumers view being their personal financial prospects and a conducted in very healthy seven-point jump on how each European they see the wider economy next year. country. “We haven’t seen such a robust increase in confidence about our economic future since the summer of 2016. Despite official warning signs about the flat-lining of Britain’s economy, we know that record high employment and below-target levels of inflation are helping to boost consumers’ expectations for the year ahead. Importantly, for the retail sector, we also have an upwards revision in our Major Purchase Index, a key figure during the remaining shopping days of 2019. “The Overall Index Score has failed to break into positive territory for the past four years due to confusion and uncertainty about the future direction of the UK. A great many people will be gazing into their crystal balls right now; ours indicates a rebound in confidence in 2020 based on renewed optimism and energy for a post-Brexit Britain.”

Toy Hub shuts up shop After a decade serving the local community of Dunblane, Toy Hub has closed its doors for the final time. Owners Helen and Gez Gourley turned off the lights for the final time on Saturday 14 December, after going out in style with a farewell party and discounts for Christmas shoppers. “It’s been a 10-year rollercoaster of fun, frivolity and generally being awesome… all good things must come to an end”, the team wrote on Facebook. The news was met with an outpouring of support from locals, who lamented the closure as loss for the local high street. One regular summed up the role Toy Hub – and other indie toy shops around the country – play in bringing toys to all parts of the UK and Ireland: “Really sorry to hear that, my children loved coming into the toy hub for birthday presents, you were all so good to advise on what suits who, all the best for what comes next for you guys, you will be missed lots.”

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RETAIL

OPINION

The power of the list The Christmas toy list may be the king of countdowns, but with a new year come new predictions. And while they often indicate the general direction of travel, John Ryan says it’s more than okay to read them, heed them, but feel free to ignore them

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ell, with Christmas 2019 done and dusted, seen things from both sides of the fence, as a buyer and thoughts turn to the next seasonal event on as a journalist, the truth of the matter is that it’s near the toy retailer’s events calendar. And the impossible to come across a list approaching a version likelihood is that not much will be on the horizon until of reality. Easter Sunday, falling this year on 12 April, with just the Yet look at enough top tens and it will become apparent usual birthday requests to be sated in the interim. But does that there is some commonality and that certain toys keep this mean that the lists will cease? appearing. This is as much to do with the good offices of By ‘list’ I refer to emails and hard copy the big brands’ marketing departments as flyers that arrive with monotonous regularity anything else. But what it does tell you is Rather than that suppliers have staked their prospects purporting to inform the reader of the next big thing as far as must-have toys are looking at lists, it on particular items and they are going concerned. Nothing actually beats a Christmas might be an idea to make sure they’re not missed. This in list, of course. Hamleys was sending out its probably means that they will be to have a look at turn top 10 toys for the grab and gloat season back bestsellers, simply because there will be a what you’ve got in September. But just because the big one lot of them out there. has come, and been and gone, doesn’t mean What to do therefore, if you happen left that the lists will stop arriving. to be in the business of selling toys to But who are the things for? This is where it customers walking into your shop? The best advice all becomes a little opaque, depending on who you talk to. might be to ignore what you see. Lists are ok, but For shoppers, a list that arrives from a big retailer is hardly they are just one of the things to which some form of likely to be impartial. When it hits the inbox, it’s a racing attention should be paid. certainty that what’s being offered is a selection of the toys The other point is that a list where you have only, which that retailer absolutely has to clear. And the chances say, three out of 10 of the items listed in your store are almost equally high that the further up the list you go, is bound to upset and frustrate. You’ve made your the more of a particular item has been bought. mind up and bought your stock, so having somebody But what about those lists that come in from ‘impartial’ effectively tell you that you’ve got it wrong is not organisations and which, you might imagine, will be a going to impress. It’s just another worry to add to the, straightforward piece of well-informed guesswork? Well, ahem, list. look at it this way: those charged with putting together As we head into the opening weeks of the 21st a list of this kind will have been subjected to the century’s third decade, therefore, what exactly should attention of numerous PR companies, all of which you be doing? We’re now moving towards the late Jan/ have an interest in getting products noticed. Feb dead zone, the point where nobody comes in and In an ideal world this publicity guff would be when the best retailers are busy cooking up their plans ignored, but of course it isn’t. The old adage for Easter and beyond. Rather than looking at lists, it that the loudest shout is the one most likely might be an idea to have a look at what you’ve got left to be heard comes into play. If somebody is over and work out how to get rid of it (there is a price in receipt of an insistent online campaign, for everything, it’s just hard to say what it should be) something will stick, and it may make the list, and to go from there. whatever the merit of the toy in question. News of what’s going to be hot in 2020 will arrive So what would constitute a list that soon enough (the marketing for that will already be in has at least some semblance of meaning? an advanced state of preparation) and in the interim, A trade magazine, surely? Perhaps, but just get on with making sure that your store looks and those putting the things together are just feels relevant for today’s digitally savvy toy shoppers. as likely to be influenced by external factors They’ll tell you what they want far more effectively as anybody else (Toys ‘n’ Playthings excepted, than any list. Better to be crying out for stock rather naturally). Speaking as somebody who has than crying over it.

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

tnp.media

COMPANY FOCUS IMPORT SERVICES

On the right TRAC! With time and cost pressure escalating, Mike Thomas, Client Services Director at Import Services, stresses the importance of technology and explains how the company’s IT system, TRAC, can help clients be more successful in the new world of retailing

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any have debated the All competitive clients are edge gained looking to by investing in technology decrease within the supply chain the time and industry. We believe there is no such debate; continual cost in their investment in IT systems and supply emerging technologies has chain, and allowed Import Services to technology provide the information that is at the our clients need, and this will centre of this also serve the company well in process a post-Brexit era.     Import Services has provided retail logistics for more than 30 years, during which time the company has established a trusted PortCentric warehousing and distribution operation in Southampton.  Import Services’ clients import products manufactured largely in the Far East, to supply major, multiple and independent retailers or direct to consumers, across the UK, Continental Europe and further afield. The Import Services Port-Centric model is in sync with the fastevolving world of retail logistics. The Port-Centric model enables swift processing of orders and distribution to market. Furthermore, to help contain pressure on supply chains, a logistics partner must be capable

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JANUARY 2020

of flexing on demand and managing multiple routes to market efficiently. Technology plays a vital role in facilitating the speed and nature of information flow between clients, their customers, carrier suppliers and DC teams. We have recognised this demand  by providing exactly what our clients require 24/7, via Import Services web-enabled portal, whether at home, on the move, or in the office. The investment in technology and specifically our IT system, TRAC, has been driven by foresight and a deep knowledge of retail logistics evolving at a fast pace.  Partnership with clie nts creates longterm relationships and sector intel helps us to plan for where we see technology in the future. All clients are looking to decrease the time and cost in their supply chain and technology is at the centre of this process. Time and cost pressure is escalating, as consumer demand requires supply chains to increase order frequency with less volume per order on an ‘As required’ basis.  Therefore, streamlining processes and automation is key, as Import Services looks forward to an exciting new decade ahead, involving further container portside capacity planned to come on stream early in 2021.  Aligned to time and cost savings, which is driven by location and

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The number of years that Import Services has provided retail logistics. technology, is information flow and the visibility across Import Services’ supply chain operations, accessed via TRAC. This system allows clients total visibility of their stock, in real time, which is particularly beneficial in the new world of retailing. Systems link vested parties spread across dispersed locations, such as the US and Continental Europe.  Transparency of stock reporting, order status, pre-retailing activity and fast-emerging requirements for POD retrieval, provides clients with the necessary level of information to make prescient business decisions, which is key to success in the new world of retailing.

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RETAIL

LARK TOYS

Larking a Regularly named in lists of the top 10 toy stores in the world, Lark Toys in Kellogg, Minnesota even has its own carousel. TnP caught up with Kathy and Ron Gray, who along with daughter Miranda and son Scott, make up the family who run the destination store Tell us a little about the history of LARK Toys and how it became the award-winning destination it is today. In the mid-80s, two teachers began making wooden pull toys in their garage for their three sons. They sold them at art shows and then began selling them wholesale to toy and gift stores. A small factory was built, and the small business became much larger, as they sold their toys to thousands of stores. People began asking to buy the toys at the factory, so a small gift shop was opened on site. Then gifts were added. Then books. Then more toys. In the early 1990s, they decided to build ‘the biggest toy they could imagine: a carousel’. Over a nine-year period the carousel was created. An 18-hole minigolf course was added, and a small café. In the early 2000s, the owners decided they wanted to sell the business, by this time a sprawling 20,000 sq ft operation. They wanted the new owners to be a

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family, in the hope of retaining the spirit of the business. Our family are the lucky heirs. We are Kathy and Ron Gray, and our daughter and son-in-law Miranda and Scott Gray-Burlingame. We have owned and operated LARK Toys for 12 years, continuing to manufacture wooden toys on site and adding our interests and visions to move it forward. After Miranda had a lifethreatening birth experience with her first child, we four decided to seek out a business we could do together in celebration of life. (Note, we were not wealthy folks, but we have lots of drive and commitment.) We have refined the antique toy museum, building store-fronts to showcase thousands of wonderful old toys that tell a story about toys and play over the decades. We have created The Curiosity

Our toys last a long time. It’s fun when someone brings one in and asks us to fix a wheel on the toy they had from their own childhood in order to gift it to their new baby

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Tell us more about Memory Lane When we decided to add 80s toys, we combined our own saved treasures with toys we went out and purchased. As we’ve researched various decades and important toys, sometimes we’ve sought them out (for example, a metal pie pan frisbie). We also receive donations from people who want their collections and/or special treasures to find a home where they will be seen and enjoyed. The collection changes each winter as we add new cases and refresh our displays. 28

Shoppe, filled with gifts for the moms and dads, grandparents, and groups of visiting friends. We have affirmed our affiliation to open-ended toys that offer themselves as tools for growing children’s imagination. We have collaborated with neighbouring destinations and businesses and worked to strengthen our local community to add reasons for people to visit Southeastern Minnesota. And we have loved the opportunities we have to welcome visitors from across the country and around the world. We know some of the toys are made on site. Tells us more about how that works. There is a workshop within our store. Head toy maker Tim Monson along with an apprentice and helpers makes heirloom wooden toys to sell in our store. We regularly update the line and love to name toys in honour of special people: a fire truck named after our friend, the assistant fire chief in Winona; the giraffe named after long-time staff member Lois; a bunny named after long-time staff member Bernie; and more. Our toys last a long time. It’s fun when someone brings one in and asks us to fix a wheel on the toy they had from their own childhood in order to gift it to their new baby. And what about the other toys you stock? What sort of things do you like to keep in store. We are attracted by toys that are developmentally useful, safe, and fun.

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about! Very few of our choices require batteries. If it’s the hottest rage in Walmart, we may not select it. Vendors that don’t maintain a reasonable suggested retail often don’t stay in our store. If Target or Amazon are selling a toy at just over our cost, there’s little point in bringing it in. We love Douglas plush and Schleich animals. This year we bought a lot from Hape because we like the quality of its wooden toys. We do Brio trains now. Playmobil still has a lot of play value. We buy Russian nesting dolls and Corkcicle canteens and coffee carriers for our gift store. Our art room has lovely eeBoo sketch books and coloured pencils; our science room has snakes and bugs, experiments and cool kits. We buy jigsaw puzzles from Ravensburger and Springbok and more, and games from many sources. And we fill our book store with the best books we can find for children, young adults, and some for grown-ups too! What is your bestselling item? Our LARK canoe paddler pull toy is one of the top sellers in our store. Miranda and Scott worked on its design with Tim for a couple of years before they perfected the movement of the paddler’s arms and the waves alongside. What is the bestselling item that you buy in? This year Perfect Petzz (adorable dogs and cats that ‘breathe’) have really been popular. Initially, we thought folks might buy them for relatives in a nursing home. However, children and grown-ups who can’t have a pet cat or dog also seem quite delighted to adopt one.

JANUARY 2020

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What is the secret of your success? Since we are located along a highway next to a small town, it’s important for us to create many reasons for people to drive to our store and take the time to explore it. Success is a moving goal, but some reasons might include these: • At our front door is a sign saying that all are welcome, and we really mean it. • Our sign-in podium has a Shakespearean quote inviting people to leave their cares behind and say Hey Nonny, Nonny. • Our antique toy museum is free. It’s mostly located up and down a long hall, but display cases are also located variously throughout the store. • There are play stations in our game and puzzle room; a puppet theatre and toys to try in our main toy store; little ones love the Brio table in Developmental, along with a food shop and a table and chairs to serve pretend tea to parents or grandparents; a building table with wooden and magnetic blocks; and a red tree reading corner in the book store. • Our beautiful carousel runs every half hour while the store is open. It costs $2 for most riders but is free for those under 4 and 90+. (We take photos of nonagenarians and give them a 'forever young' certificate. It’s such a delight!) • We make our own fudge and sell it in a little section next to our café. • Our café offers sandwiches and snacks from burgers and fries to hummus and pita. We also sell terrific Chocolate Shoppe ice cream. • Miniature golf is fun in season, and our

We are attracted by toys that are developmentally useful, safe, and fun. Very few of our choices require batteries

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course features two waterfalls and a play through cave. • We have five miniature llamas. • People can look through two viewing windows into our shop to see toys being made, and our toy makers are friendly! • We have just finished a new building that is entered through a secret door in the book store. It contains a dance floor, a stage, a kitchen, cloak room, and bathroom. We are teaching Nia and Yoga in it and rent out the space too. • Monthly we have a free story and song event for pre-schoolers and their caregivers that ends with a carousel ride. We usually get 50 to 80 attendees. (It’s our 10th year.) How important are the extra bits? It's vital to offer many reasons to visit, many ways we can offer people an uplifting, delightful time with family and friends. And it’s vital to us to make as much meaning and joy for ourselves and our staff as well as guests. We delight each year in adding more life to the store by adding colour, handmade signs, awnings we sew ourselves, signs that explain things (like stories of our carousel animals), uplifting quotes, and more. The store is always changing. We don't use planograms. We choose each item we offer and the way we offer it. You are lucky to have a lot of space, something many UK stores struggle with Yes, we are very lucky to be able to spread out. Even in a smaller space, though, toy stores can create extra value for customers. Simply having shelves of games and toys is not enough. It’s important to create a memorable experience when people visit a store.

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THE INDEPENDENT

OPINION

Listen up, suppliers! Toy Fair may only last three days, but it can be responsible for success in the remaining 361. As The Independent lines up suppliers for his annual grilling, he looks back on a unique year of business, and ahead to a collaborative and profitable start to the new decade

Best-sellers VOLUME: 1) Fart Ninjas – Funrise 2) L.O.L. Glitter Globes Dolls – MGA 3) Hot Wheels Singles – Mattel VALUE: 1) L.O.L. 2-in-1 Glamper – MGA 2) Fart Ninjas – Funrise 3) Owleez Pink – Spin Master

remember on 1 January, it all starts again without so much as the blink of an eye. Now is the time we look forward to Toy Fair, and the madness of three days walking around our much-loved suppliers’ stands to see what newness and innovation they are planning on bringing to our shelves For me it is fun, exhausting, chaotic, booze-filled and a mix between exciting and extremely boring. I think most of us would agree with this. It is undoubtedly a period of turmoil in our jobs, but with the enjoyment of catching up with people we hardly ever see.

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If I really can’t remember what a product is without looking up my notes, it greatly reduces its chances of being stocked on my shelves

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y goodness, here we are on the far side of another unique year. Well done to everyone for getting through another tough 12 months at retail and, as we always

Then comes that inevitable love-hate job: deciding what products and ranges you are going to stock on your shelves in the coming year. I live far away from most of my suppliers, so it’s rare that I sit down and catch up with the bigwigs – although a few have graced me with their presence by visiting my stores (always welcome and doesn’t happen enough in my opinion), so I relish getting my five minutes with them and bending their ear about a few issues. I suspect in the same way that I loathe repeating the same sales figures, top-selling product ranges and current

THE SECRET SUPPLIER

All’s fair in business The Secret Supplier is also readying for Toy Fair and a welcome end to an annus horribilis for many in toy trade. But should The Independent treat suppliers with a little more sympathy?

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love-hate task that he must undertake – deciding what products and ranges to stock in the coming year. At this critical and busy time, The Independent is quite rightly focusing all of his efforts on aspects of the business that he directly controls. And approaching things in this way has clearly had a beneficial impact on his business. So, this is obviously a very sensible decision!

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Suppliers and retailers are joined at the hip, and what affects one affects the other

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his month, The Independent looks ahead to London Toy Fair – the three days of madness; the opportunity to catch up with people who they rarely get the opportunity to see; and the chance to see the newness and innovation that suppliers are planning on bringing to the market. And, most importantly, he considers the all-important, and very much inevitable

But for most suppliers and retailers it has been an annus horribilis – that is to say, for many, it has been a horrible year! However, the beauty of this industry is that a bad year can easily be followed by a brilliant year if you just have the right products, supported by a confident and aggressive marketing plan. And this is why Toy Fair

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trends, they hate hearing so many opinions from smaller retailers like me. But I think there is a certain level of respect there that everyone is doing some job they would rather not be, and in the main I try to get on with things and use my time well. I always say that I try to take my notes on all products while at Toy Fair, but if I really can’t remember what a product is without looking up my notes, it greatly reduces its chances of being stocked on my shelves. My wife is constantly telling me, even though the kids are grown up, that I am her third child and needed more looking after than either of the other two (a bit harsh but who am I to argue). I do use this to my advantage though: I walk onto all of my suppliers' stands as if I were a child, and if I think it has appeal, I tend to remember it. A simple process? Yes, but an effective one nonetheless.

Of particular interest this coming Toy Fair are a number of very specific suppliers. In 2019 we had a very successful year, but it wasn’t across the full list of our suppliers. A lot of them struggled to hit the previous year’s sales, and some were really off the mark despite our efforts. But the ones that did grow with us grew at a serious rate! Suppliers such as Mattel, Spin Master, Character Options, Clementoni, Depesche and Funrise, with their amazing Fart Ninjas line, have shown crazy growth. To me that shows the importance of being thorough across all areas of toys, and making sure you don’t miss a trick. The major issue for these suppliers is that now the bar has been set even higher; the pressure is on to try and grow this even more. I particularly look forward to seeing these ranges as there is a hunger as a retailer to see if I think what they are presenting to me is going to help us grow our business naturally, or if I think we will struggle. To be fair, as long as there is good product available from any supplier, I am in a pretty good place. But so much of our profit comes from hitting certain sales targets, it gets complicated when you sit down with a supplier, tell them you are trading up, but with them things aren’t really happening for whatever reason. This is all part and parcel of my agenda during Toy Fair, as I need to be able to

2020 brings a welcome end to an annus horribilis for many in the toy trade

is so important for all of us. As a supplier, I get the feeling that The Independent does not always look at his suppliers quite as sympathetically as he should. As an industry, suppliers and retailers are joined at the hip, and what affects one affects the other. Indeed, as a supplier, we do use Toy Fair to listen to and learn from our retailers. And, of course, Toy Fair also gives us the opportunity to elaborate on the difficulties of importing product in US dollars, in the right quantities, at the right time. These are challenges that many suppliers face – challenges that can be a real nightmare! Toy Fair offers the chance for suppliers and

take my five minutes with the principals from those businesses, and ascertain whether or not I think we will be able to hit certain targets. That’s before I have even had any of the stock in – not an easy task but a critical one. I hope everyone enjoys the run-up to this most critical three-day period, and gets everything that they need to from it – and more. And for all of the suppliers whose ears I will inevitably bend: I’m sorry, but this means a lot to me, so listen up!