Toy News July - issue 107

INSIDE…

THE TWEETEST FEELINGHow the toy trade is catchingon to social networking

Issue 107 July 2010

VEGAS LICENSING SHOWAll the toy deals from the bigevent in our news special

OPEN TO QUESTIONTrade reaction to Argos’ newopen day initiative for suppliers

DRESSED FOR SUCCESSWhat’s coming next in thedress-up and Halloween market

The toy industry’s highest circulation trade title

Exclusive media partner

CONSUMER FACING industries, particularlythose that cater for children, are easy prey forambitious MPs trying to make a name forthemselves.

So if you’re the new environment secretary forinstance, and you’re fairly anonymous, it’sstandard practice to play a populist card andpromise to remedy one of society’s minor ills.Like, say, wasteful toy packaging for example.Which is exactly what the newly-appointed ToryMP Caroline Spelman has done.

There’s little point in arguing against the factthat some toy packaging is a little over the topand it takes advanced power tools to get throughsome of the more complicated set-ups. It can beunneccesary and wasteful and it is often a lot todo with on-shelf presence rather than morepractical reasons. At the very least you can saywith certainty that it isn’t a standard bearer forenvironmentalism.

I suspect that toys is not any worse than otherproduct sectors, but when the environmentsecretary gets a bee in her bonnet about it,however wooly her thinking might be, it’s best totake notice. I know the BTHA will be writing toher to open a dialogue. Self-regulation is alwaysthe best solution in cases like this but the toyindustry needs to be honest with itself if it wantsto avoid any uncomfortable enforced legislationon it. Time to do the right thing.Ronnie Dungan

COMMENTBOXING CLEVER

When the environmentsecretary gets a bee in

her bonnet about it, it’sbest to take notice.

20 Vegas 2010 news special

22 News

LICENSING

FEATURES14 Social Networking

16 Argos open day reaction

24 Dress-Up

29 Electronic Learning

35 Leapfrog’s giant leap

41 Mega Brands

42 Wow Toys

45 Creative Play

56 Counter Insurgent

56 Price Check

57 Retail Charts

58 New Products

61 Hero Product

RETAIL

REGULARS4 News

6 Exclusive NPD analysis

8 Appointments

10 Campaign of the month

12 TV ratings

Contents

Emily BriggsSales [email protected]

Katie RobertsDeputy [email protected]

Dan [email protected]

Jon [email protected]

Stuart [email protected]

Samantha LovedayAssociate [email protected]

Ronnie DunganManaging [email protected]

Intent Media is a member of thePeriodical Publishers Associations

Editorial: 01992 535646Advertising: 01992 535647

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APPLY NOW TO PLAY ON 9TH JULY!

LEAPFROG IS launching its newesthandheld console product thismonth, backed with one of its biggestever marketing campaigns.

Retailing at around £59.99, withgames at £19.99, Leapster Explorer isa touch-screen handheld with a512MB download capacity andenhanced graphic capability. Alsoavailable are £9.99 Leaplets, whichallow the purchaser to downloadadditional content online using aunique code.

There will be some 30 games andvideos in the first year of launch.Next year another eight titles will bereleased. Licensed title charactersinclude the Madagascar Penguins,Ben 10, Toy Story 3, Fairies, andDora the Explorer.

The launch will be backed with a£1m marketing campaign, which willinclude TV advertising with morethan 500 TVRs from July through to

December, sponsorship of Nick Jr,online, micro-sites and press.

MD Chris Spalding said: “It’s ourbiggest launch for five or six years.

We’re going for it. It’s a huge launchand we have a really well thoughtout media campaign.”

Leapfrog: 01895 202840

UNIVERSAL APPROVAL from thesuppliers and inventors thatattended, greeted Argos’ inauguralopen day in Milton Keynes.

More than 100 suppliers attendedthe day, in which they were given thechance to present to Argosbuyers in guaranteed 15-minute slots. Everyone of thesuppliers contacted byToyNews spoke highly of theevent (see feature on page 16).

Plans are already afoot torepeat the exercise and there iseven talk of running it twice ayear, in line with the release ofnew catalogues.

Trading manager Ian Chaplintold ToyNews: “We probably sawmore good products than weexpected. It has been a reallearning curve for us too. It’s notabout here’s the ten hurdles you

have to leap over to get into Argos.We have an obligation to give allsuppliers a chance to deal withArgos.”Argos: 0845 1240044

ARGOS DECLARES FIRSTOPEN DAY A SUCCESS

Leapfrog launches new Explorer

4 NEWS

by Ronnie Dungan

HAPPY FAMIWe’re chuffed to bits that, from January to May 2010, our family of kids’ channels had over double the share of impacts of GMTV Kids, FIVE Kids and CITV *SOURCE : BARB Jan-May 2010, Kids 4-15, Commercial Impacts Share – Turner 31%, CITV Channel 12%, FIVE Kids 2%, GMTV Kids 1%

Former Sex Pistols bass player, Glen Matlock, helped WowWee launch its new PaperJamz electronic guitars at Hamleys. The range is available now in five different guitarstyles with the firm's patented Active Graphics Technology and each include threebuilt-in songs, with an RRP of £24.99."I've taken to the stage at the legendary 100 Club just down the road on OxfordStreet," said Matlock, "but with so many kids in the audience and playing along, thismay be my toughest gig yet. Kids can be very unforgiving, even to an old punk".

Major marketing campaign backs launch of latest junior handheld console concept

Industry finds itself in the cross-hairs as new coalition seeks to make its mark…

THE TOY INDUSTRY seems to bein the sights of the Government asboth the environment secretary andthe deputy prime minister took aswipe at toy marketing and packaging.

New environment secretaryCaroline Spelman has criticised toypackaging, as part of a planned acrackdown on landfill waste.

As part of a review of wastedisposal, the Tory minister has plansto extend the voluntary CourtauldCommitment on grocery packaging totoys and other sectors of the leisureand entertainment industries.

Singling out the toy industry forcriticism, she said: “My teenagechildren are constantly bringing itemshome in thick packaging, polystyreneand cardboard, and it’s really all aboutmaking the product attractive to buyrather than packaging it safely.

“If you go into an average toy shopand look how children’s toys arepackaged, that’s very much aboutmarketing. Attractive boxes, largeboxes, filled with usually fairly largequantities of packing materials beforeyou get to the goodies”.

Under the Courtauld Commitment,which was agreed five years ago,supermarkets including Tesco andSainsbury agreed to start reducing theamount of packaging on own-labelproducts by 2008. Further cuts are tobe made by 2012 under the secondstage of the agreement, but it does notcover many sectors of generalretailing, such as toys.

“I think what we would really liketo see in our review is an extension ofthe Courtauld Commitment whichlooks at retail packaging,” saidSpelman. “As a working mum, when Ilook at the refuse and what is beingdiscarded, there is almost nothing thatneeds to go to landfill. So if youanalyse what we are casting away,

most of it can be recycled one way oranother.”

The BTHA is to draft response tothe criticisms which have angeredsome in the industry.

This was swiftly followed by DeputyPrime Minister Nick Clegg voicingconcerns over the commercialisationof children.

The criticism came as Clegglaunched the coalition’s new taskforceon children and families, which aimsto improve childhood. Among otherissues, the taskforce is set to target‘irresponsible’ advertising andmarketing aimed at children.

Clegg said: “...with children beingbombarded by targeted advertising, it’sno surprise mums and dads feel underso much pressure to buy them thebest trainers or the latest mobilephone.

“This government wants to ease thepressure on parents. Not by meddling

in people’s private business, but bygiving families the freedom to makethe right choices for themselves”

Prime Minister, David Cameron,will chair the new taskforce and hasoften spoken about his wishes to endthe premature commercialisation andsexualisation of children, which hebelieves corporations are encouragingby targeting them with merchandiseinappropriate for their age.

Alongside Cameron and Clegg,other taskforce members will includeWork and Pensions Secretary IainDuncan Smith, Children’s MinisterSarah Teather, science andUniversities Minister David Willetts,Public Health Minister Anne Miltonand Economic Secretary to theTreasury Justine Greening.

Are they right?Email your opinions [email protected]

New Government turns on toys

www.toynews-online.biz 5NEWS

by Ronnie Dungan & Katie Roberts

If you’d like to know how becoming part of the

Turner family could have a good impact on you,

talk to our team at turnermediainnovations.com

More good stuff from LY Channel combined!*

CLEGG: Concerns over thecommercialisation of children.

SPELMAN: Attack on toy packaging inher first interview in government.

Go into the average toy shop and lookat how children’s toys are packaged,

that’s very much about marketing...Largeboxes filled with usually fairly largequantities of packing materials.

Caroline Spelman, Environment Secretary

JULY 2010

THE FIRST quarter of 2010 was astrong performance for thetraditional toy market, but the lastmonth has seen sales slow.

“With Easter at the start of April,the traditional uplift in sales for thisholiday straddled two months thisyear, with the pre-Easter toy salesfalling in March and the Easterschool holiday toy sales in April,”says Jez Fraser-Hook, director ofNPD Group’s toy business, UK.

Despite this, the year-to-datevalue is still positive, up eight percent verses the same period lastyear, while volume is relatively staticat minus one per cent.

Infant and pre-school is still thelargest supercategory by value,growing six per cent year-to-dateApril 2010 and accounting justunder £1 in every £5 spent on toysso far this year. The Bright Startsrange from Kids II has seentremendous growth in infant toysand is now the number two propertybehind Vtech Baby.

Licences are starting to make acome back in pre-school toys withthe re-launch of both Postman Patand Fireman Sam toy ranges drivingsales. This combined with thecontinuing growth of Timmy Timesuggests resurgence in popularity fortraditional animation processes andrelated items.

The dry weather in April alsohelped outdoor and sports toys,which grew 29 per cent for themonth verses 2009. There are nowfour outdoor toys in the top ten

sellers for the month: Smart TrikePlus Girls at number four, SmartTrike Plus Primary Colour at seven,Little Tikes Cozy Coupe at nine andthe Cosmic Light Scooterassortment at number ten. Little

Tikes has also leapt up the propertyranking to number three across thetotal toy market for April withSmart Trike now at number seven.

Another strong performer is Nerf,which is now the number threeproperty for outdoor and continuingto grow. Outdoor and sports hasalways been weather dependent butthis is an exceptionally strong startto the season.

Licences have always beenimportant to the toy market andcurrently account for 27 per cent oftotal toy sales. Some licences aretrue evergreens like Thomas andFriends and Star Wars while others

drive uplift for a limited time,usually around a major film release.“The big summer blockbusterseason is seen as an opportunity todrive toy sales with 2010 having awide range of film licences –everything from Toy Story to Twilightto the new A-Team, has a toy rangeavailable,” comments Fraser-Hook,“It should a very exciting summerfor the toy industry.”

Toy sales slow followingEaster holiday surge

The big summer blockbuster season isseen as an opportunity to drive toy

sales with 2010 having a wide range of filmlicences - everything from Toy Story toTwilight to the new A-Team, has a toyrange available.

Top 5 propertiesApril 20101. BEN 102. STAR WARS3. LITTLE TIKES 4. THOMAS AND FRIENDS5. LEGO CITY

Best itemprogression April 2010

Iron Man 2 WristRepulsor (Hasbro)Following the launch of thelatest in the Iron Man franchise,the toy has rocketed fromnumber 973 in the charts, tonumber 32…

Best propertyprogressionApril 2010

SWINGBALLRecent good weather hasimproved sales of outdoor toysand Swingball has moved upfrom number 110 to 35…

6 NPD RESEARCH

UK Toy Sales(value, year to date)

301,042,0002009

324,500,5002010 8%

Source: NPD

April ‘09: £5.50 April ‘10: £6.00

Sales Average price

PropertiesRetail Sales Trends

UK APRIL 2010 (£ SALES - VALUE) UK APRIL 2010 (UNIT SALES - VOLUME)

1 ZHU ZHU HAMSTER PACKS ASSORTMENT CHARACTER

2 KIDZOOM DIGITAL CAMERA VTECH

3 STAR WARS REBEL TROOPER & SNOW TROOPER BATTLEPACK LEGO

4 BEN 10 ALIEN FORCE 10CM FIGURES BANDAI

5 BEN 10 ALIEN FORCE 15CM DNA FIGURES BANDAI

6 BAKUGAN STARTER PACK SPIN MASTER

7 STAR WARS LUKE’S LANDSPEEDER LEGO

8 BIONICLE STARS 2010 LEGO

9 FIRST STEPS BABYWALKER VTECH

10 TRANSFORMERS MOVIE DELUXE FIGURES HASBRO

UK YEAR TO DATE (UNIT SALES - VOLUME)

1 MATCH ATTAX CARDS TOPPS

2 HOT WHEELS BASIC CAR ASSORTMENT MATTEL


4 TRANSFORMERS MOVIE LEGENDS ASSORTMENT HASBRO

5 GOGO S III EXPLORER PACK MAGIC BOX

6 PLAY DOH SINGLE TUB ASSORTMENT HASBRO


8 CARS CHARACTER ASSORTMENT MATTEL

9 PLASTICINE 8 PACK FLAIR

10 BAKUGAN BOOSTER PACK SPIN MASTER

NPD Eurotoys is the Number 1information provider forMarket Research to the Toy Industry in Europe

Contact: NPD Eurotoys UK, Rosemount House, Rosemount AvenueWest Byfleet, Surrey, KT14 6LB. _ 01 932 355 580

UK YEAR TO DATE (£ SALES - VALUE)

1 HOT WHEELS BASIC CAR ASSORTMENT MATTEL

2 MATCH ATTAX ENGLAND CARDS TOPPS

3 MATCH ATTAX CARDS TOPPS

4 MATCH ATTAX EXTRA 20 TOPPS

5 TRANSFORMERS MOVIE LEGENDS ASSORTMENT HASBRO

6 GOGO’S III EXPLORER PACK MAGIC BOX



9 PLAY DOH SINGLE TUB ASSORTMENT HASBRO

10 CARS CHARACTER ASSORTMENT MATTEL


2 KIDZOOM DIGITAL CAMERA VTECH

3 STAR WARS REBEL TROOPER & SNOW TROOPER BATTLEPACK LEGO

4 SMART TRIKE PLUS GIRLS MOOKIE


6 BEN 10 ALIEN FORCE 15CM DNA FIGURES BANDAI

7 SMART TRIKE PLUS PRIMARY COLOUR MOOKIE

8 FIRST STEPS BABYWALKER VTECH

9 LITTLE TIKES COZY COUPE 30TH ANNIVERSARY EDITION MGA

10 COSMIC LIGHT SCOOTER ASSORTMENT H GROSSMAN

NOTES: All participating NPD retail data suppliers provide weekly data via EPOS systems. NPD figures are not projected to represent non-participating retailers but provide 100 percent of the sales from participating stores. EPoS sample includes the following retailers: Amazon, Argos, Asda, Boots, ELC, Firebox, Freemans, Grattan, Hamleys, HMV, HalfordsLittlewoods, Mailorderexpress, Modelzone, Mothercare, M&S, Sainsbury’s, Shop Direct, Tesco, Toymaster, The Entertainer and WHSmith. The approximate coverage is of 60%

www.toynews-online.biz 7NPD RESEARCH

Retail Sales Trends

Kate Knight (née Todhunter) andPreston Glover have joined the SpinMaster team as sales agents.

Knight will be taking over the northof England accounts, while Glover willcover Scotland. The new recruits willbe offering the full range from SpinMaster, including Bakugan, Air Hogs,Tech Deck, Moon Sand and Liv.

E1 Entertainment has appointedOlivier Dumont as the new managingdirector of E1 Kids.

Dumont, who will report to E1Television CEO John Morayniss, willoversee and unite all the commercialand creative activities of E1 Kids’combined operations includingdevelopment, production, sales,licensing and merchandising.

Dumont was most recentlymanaging director of TV-Loonland,splitting his time between France andthe UK, overseeing all creative andcommercial activities includingsourcing and development of Kids andfamily entertainment properties.

Carla Peyton and Ian Wickhamhave been recruited to BBCWorldwide’s licensed consumerproducts division.

Peyton joins as SVP, licensedconsumer products, BBC WorldwideAmericas, while Wickham becomeshead of retail development, licensedconsumer products for UK, Irelandand EMEA.

Peyton will be based in thecompany’s New York offices, withWickham joining the UK team inLondon. Both roles report directly toTom Keefer, SVP, global licensedconsumer products.

The developments are hoped toconsolidate the firm’s presence inglobal licensing and retail markets, andcome shortly after the appointment ofBob Traub as SVP of retaildevelopment, licensed consumerproducts for the Americas.

The newly structured teams will seePeyton supporting Keefer on thelicensing front for the US, Canada,and Latin America, whilst Traub frontsthe team’s retail efforts.

Within the UK, Keefer will besupported by Richard Hollis, head ofUK licensing, who continues tooversee the UK licensing team, withWickham leading the UK and EMEAretail drive alongside Jackie

Ferguson, licensing manager, EMEA.Keefer will continue to report intoNeil Ross Russell, managingdirector of children’s global brandsand licensed consumer products.

Andrew Kerr, EVP of internationalmarketing and consumer products atClassic Media, has left the firm to starthis own venture, although he willcontinue to provide non-exclusiveconsultancy for the firm.

Nicole Blake has taken on Kerr’sresponsibilities, having been promotedto EVP, global marketing andconsumer products. In addition,current London office executivesClaire Shaw and Mat Way have alsohad their responsibilities increased.

Shaw’s expanded role as VP,consumer products and retail will seeher drive all licensing, retaildevelopment and promotional activityfor the firm’s brands in the UK. Way,meanwhile, adds internationalconsumer products to his currentglobal live entertainment remit,becoming VP, consumer products andlive entertainment international.

Peter Byrne is leaving Hit, as thefirm restructures its global operations.

The realignment involves thecreation of four new divisions thatwill form two new lines of business –one focusing solely on Thomas andFriends and the other on Hit GlobalBrands such as Angelina Ballerina,Barney, Bob the Builder, Fireman Sam,Pingu and Rainbow Magic.

The Thomas and Friends line ofbusiness will comprise threedivisions: the New York-basedThomas Americas headed by PamWestman (which will focus on Northand South America), the London-based Thomas EMEA headed byRick Glankler (which will focus onthe UK, Europe, Middle East andAfrica) and the Hong Kong-basedThomas Asia headed by AntonioHuab (which will focus on Asia,including Australia and Japan).

The Global Brands business willbe managed from London by JonOwen as one global division. He willalso have local staff based in NewYork, London and Hong Kongreporting to him. Hit’s finance, legal,HR and IT groups will remaincentralised staff units supporting bothlines of business.

FROM LEFT: Kate Knight joins SpinMaster, while Carla Peyton and IanWickham have bolstered BBCWorldwide in the UK and US

8 APPOINTMENTS

INDUSTRY MOVESThis month sees a couple of high profile executives departing key licensing companies, while BBC Worldwide ramps up…

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MATTEL HAS LAUNCHED a major Fisher-Price marketing push focusing on thedevelopmental milestones. Demonstrating thecompany’s full breadth of product, from birthright up to pre-school and beyond, as well asexpertise in development through play, thecampaign takes in sponsorship, print partnerships,in-store and PR.

Central to the programme, Fisher-Price hasdeveloped a series of milestones icons,representing key developmental stages that willfeature throughout the campaign and helpparents choose the product that will suit theirown little one’s stage.

SPONSORSHIPThe recently announced headline sponsorship ofThe Baby Show provided an opportunity for thecompany to launch the milestonescommunications to over 20,000 new andexpectant parents, with POS featuring on the

stand as well as guides distributed at the event.Celebrity mum, Katy Hill, showcased key productrelating to milestones on the show stage. Thesponsorship continues throughout this year’sevents including October’s Baby Show.

PRINT AND ONLINEThe company has forged links with all majorparenting print and online resources to highlightawareness of the campaign.

A six-month programme launched recentlywith leading parenting title, Prima Baby, whichfollows the progress of four real mums and their

children, who are at arange of stages intheir development.Each is reviewingproduct for featuresboth in themagazine, whichreaches over 50,000expectant and newmums and online atbabyexpert.com,where a milestonesmicrosite has beencreated for launchthis month.

Fisher-Price hasalso worked withMother & Baby

magazine to create Baby’s First Year Calendar,packed with editorial tips and productrecommendations for ages and stages. This will bedistributed throughout the year at events andthrough third party partnerships.

In addition, the company has given its printadvertising a new look, communicating the

milestones icons clearly. Advertising will featurethroughout key parenting and womens’ consumertitles. The company will also carry out activitywith mums’ favourite resources Bounty andEmma’s Diary.

Online milestones advertising throughout toptier parenting sites will drive awareness andtraffic to fisher-price.co.uk for full details of keyproduct for all the ages and stages.

IN STOREPoint of Purchase materials have been developedshowcasing the milestones icons, providing mumwith clear direction to the ideal product for herbaby’s stage. Milestones leaflets featuring productrecommendations across the full age range of thecompany’s portfolio will also be available in-store.

Developmental milestones form the basis ofMattel’s latest marketing campaign for its pre-school brand, Fisher-Price…

Fisher-Price hasdeveloped a

series of milestonesicons, representing keydevelopmentalstages to featurethroughout.

10 CAMPAIGN OF THE MONTH

MattelFisher-Price

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The top-performing children’s TV shows on terrestrial and multi-channel....

Top programmes12 AIRTIME STATISTICS

1 16:34 THE SARAH JANE ADVENTURES BBC1 215 9.8 2

2 9:00 PHINEAS AND FERB CITV/GMTV 211 16.2 13

3 16:32 SPORT RELIEF DOES WE ARE THE CHAMPIONS CBBC 205 13.5 5

4 9:29 TRACY BEAKER RETURNS CBBC 200 13.3 99

5 8:19 HORRID HENRY CITV/GMTV 198 18.2 3

6 8:30 SPONGEBOB SQUAREPANTS CITV/GMTV 187 15.5 16

7 7:56 BEN 10 CITV/GMTV 172 15.6 3

8 17:49 THE SARAH JANE ADVENTURES CBBC 171 10.1 94

9 8:29 CHOP SOCKY CHOOKS CITV/GMTV 169 12.8 8

10 8:32 BEN 10: ALIEN FORCE CITV/GMTV 164 15.1 4

TIME TITLE/DESCRIPTION CHANNEL OOOs % AIRINGS

SHOWS ACROSS ALL TIMES YTD MAY 10




4 8:58 MI HIGH CBBC 185 13.6 6

5 7:56 BEN 10 CITV/GMTV 172 15.6 3

6 8:34 BATMAN: THE BRAVE AND THE BOLD CITV/GMTV 169 15.9 5

7 8:36 TRACY BEAKER RETURNS CBBC 168 12.7 9

8 9:32 MY ALMOST FAMOUS FAMILY CBBC 166 11.3 6

9 17:16 THE SARAH JANE ADVENTURES CBBC 158 10.9 14

10 8:01 HORRIBLE HISTORIES CBBC 152 11.8 40


SHOWS ACROSS ALL TIMES MAY 10




4 7:56 BEN 10 CITV/GMTV 172 15.6 3

5 8:29 CHOP SOCKY CHOOKS CITV/GMTV 169 12.8 8

6 8:32 BEN 10: ALIEN FORCE CITV/GMTV 164 15.1 4

7 9:01 AARON STONE CITV/GMTV 164 11.9 4

8 18:24 SUITE LIFE ON DECK: LOST AT SEA DISNEY CH 162 7.8 5

9 9:00 POWER RANGERS RPM CITV/GMTV 161 11.5 21



COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) YTD MAY 10

SOURCE: INFOSYS/BARB. NOTE: THESE CHARTS ARE BASED ON AVERAGE PERFORMANCE




4 7:56 BEN 10 CITV/GMTV 172 15.6 3


6 9:01 AARON STONE CITV/GMTV 148 10.7 3

7 8:10 SHAGGY AND SCOOBY DOO GET A CLUE CITV/GMTV 128 14.6 3

8 7:56 FIFI AND THE FLOWERTOTS FIVE 122 9.5 20

9 7:41 MAKE WAY FOR NODDY FIVE 112 9.4 20

10 7:00 PEPPA PIG FIVE 103 11.2 59


COMMERCIAL MULTICHANNEL SHOWS (ALL TIMES) MAY 10

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TWITTER, FACEBOOK,YOUTUBE, blogs and many othersites have now become a daily part ofmost of our lives. There is,undoubtedly, much more developmentto come, but most sectors of societyare now linked to social networking insome form or another.

Once it became clear thatconsumers were using this form ofcommunication in their daily lives,big businesses soon realised it may bea valuable means for them to targetthe public and begin to converse with them.

Among the first in the toy industryto dip their toes in the water werethe larger, multinational firms andoften, it was the US offices thatstarted the ball rolling. This was thecase with both Hasbro and Mattel.

A Hasbro spokesman explained:“Consumers are increasinglygravitating to various forms of socialmedia. These platforms offer newchannels for our company and ourbrands to speak to and directly withour consumers.”

One of the biggest advantages ofFacebook et al, is the interactivitythe sites open up. Many of themedium and small toy companieshave realised this and are nowfollowing the big companies’ leadsand realising the potential of this communication.

Almot Mustapha, marketingassistant at Wow Toys, says: “Socialnetworking is a good way to establishour consumer base and to interactwith our consumers directly. The mainadvantage is that we can find out firsthand what our consumers think ofproducts (good or bad) and alsogather ideas for future development.”

Marketing also helps to creategeneral brand awareness, as PR andmarketing manager at John Crane,Helen Davis says: “We want to brandbuild. It is general awareness primarily,but we use it [social networking] asone of our many tools to make JohnCrane a household name.”

Unlike traditional forms of media,Twitter and similar services have awide ranging audience, so companiesare able to reach the trade andconsumers of a wide geographical andage spread.

Sue Barratt, country manager ofMeccano UK comments: “Socialmedia allows us to engage with avariety of audiences from parents andchildren to enthusiasts and retailers.The beauty of Twitter is that it can

be used as a communication platformfor any audience.

“For example, it’s a great way ofconnecting the Meccano brand tothe growing army of mummy bloggersonline. More and more journalists arealso using social media as a researchtool or even as a communicationplatform.”

Despite the wide range of users,perhaps the most obvious audience

for toys, children themselves, is theone sector that aren’t reachedparticularly effectively through socialnetworking at present.

Gemma Smith, head of digital atKids Industries, says: “When we talkabout toys, we tend to think of thechildren as being of, broadlyspeaking, primary school age. Andthese children are not as engagedwith the world of social media as theDaily Mail would like us to think.

“Sure they go to Club Penguin andMoshi’s but that isn’t what this isabout. Can you reach childrenthrough these media right now? Notreally. In the very near future, as themodels continue to evolve, thenmaybe. But today the social mediasites the children flock to tend not touse an advertising model.”

Instead, most toy companies areusing social networking to target

parents. Lucy Wynn Jones, marketingmanager for Worlds Apart offers:“Due to the profile of our brand, weare strictly targeting parents andother adult opinion formers.”

Davis agrees: “Our toys are boughtby parents, grandparents and generalgift givers – we keep this in mindwhen planning social media.”

A number of toy suppliers havealso found social networking a usefulmeans of reaching more nicheaudiences and adult fans of gamesand toys.

Esdevium Games is an example ofthis and uses social media inmarketing Dungeons and Dragons.Charles Ryan, marketing managerexplains: “D&D is a very social,community-oriented, fan-based brandand social media is an effectivemeans of reaching brand loyalists andthought leaders within the consumercommunity.

“Official and fan-created internetforums have been an important toolfor reaching fans for years, butFacebook and Twitter have becomeequally important over the past 12 to24 months, both globally andspecifically within the UK.”

Once the target audience for thesocial networking marketing has beendecided, there are many differentways to utilise the sites and a range ofuses for this media. The immediacy ofTwitter and Facebook allowscompanies to update their followerson news and new product releases asand when they happen.

Gift and gadget retailer Firebox hasfound social networking an effectiveway to market its company. AliceVenning, marketing assistant,comments: “The use of social mediamakes it brilliantly simple for them[customers] to share cool newproducts, sneak previews, blog posts,discounts and silly goings-on withfriends.”

Firebox also sounds out itscustomers using the sites. Venningcontinues: “We asked customers on

Toy TwitteratiThe internet is continuously evolving and as social networking sites grow in popularity, companies are starting toexplore marketing opportunities across these spaces. Katie Roberts speaks to toy suppliers to find out if and howthey are getting involved…

14 TALKING POINT SOCIAL NETWORKING

Social networking is a good way toestablish our consumer base and to

interact with our consumers directly We canfind out first hand what our consumers thinkof products.

Almot Mustapha, Wow Toys

JULY 2010

Twitter if they would like to seeBaconnaise on the site, in theknowledge that their votes couldmake it happen.”

VTech is planning a different kindof social networking campaign tobuild awareness of their revolutionarynew product launch, Storio. Thecampaign is centred on a newFacebook group – a generic, non-branded page to encourage kids toread, helping to build a community ofpeople with reading as an interest.

Once this has been established,phase two will be to communicatekey messages about how Storio canhelp with reading, along withcompetitions and promotions.

Smith believes Facebook, Twitteretc can be used to generate hype. Shesays: “Mums are very good at stirringeach other up into a frenzy aboutsomething.”

Other activity includes the deliveryof trade news. Davis explains: “Thereare pages on the blog to announcenew stock arrivals, new launches etc,so retailers can use it for information,we will run teasers aimed at retailerstoo as the site progresses toward thetoy fairs in January/February.”

Taking the use of such sites a stepfurther, Disney recently announced itwould be using its Facebook page tosell advance tickets for Toy Story 3 -social networking as a retail outlet.

Despite its many advantages,however, there are risks associatedwith social networking marketing.Rachel Griffin, seniorcommunications manager, SpinMaster, offers: “I think somecompanies are a bit wary of usingsocial networking because theinternet is completely open. You cannever be 100 per cent sure who you

are speaking to and cannot controlwhat others say about your brands.”

Layla Sefat, marketing executive atRe:creation agrees with this note ofcaution: “The main risk of socialnetworking would be having negativecomments about the brand spreadover the internet which is a big

deterrent for companies to use thismarketing tool.”

The way you speak to other userscan also be a hazard. Venningexplains: “It’s important to get the

tone right – appearing too focused onpitching your products or being toocorporate rather than listening tocustomers and providing value (andfun content in Firebox’s case) canresult in people turning away.”

Ryan agrees: “Social media is aform of conversation. It won’t work –

and can even backfire – if you simplyuse it to ‘talk at’ your consumers. Youneed to devote some time andattention to becoming part of theircommunity.”

There is also a sense that manydon’t fully understand the platformand as such, are wary of gettinginvolved. Mustapha comments:“Times are constantly changing andwith this companies must also growand change to keep up.”

Wynn Jones explains: “Like allthings that we are not used to, ittakes a while to get up to speed.Anyone undertaking a socialnetworking campaign shouldunderstand that it’s important thatthe communications are genuine, andits being operated by people whoreally understand the products andthe strategy.”

The benefits appear to be enoughto convince many to incorporatesocial networking into theirmarketing mix, but it’s unlikely toever overtake traditional marketingmethods. Griffin concurs: “Socialnetworking is a great tool and addstremendous support to traditionalmarketing. In my opinion, there isspace for both.”

Overall, though, the jury is out onthe effectiveness of this method ofmarketing tool. Many in the toyindustry are yet to experiment withsocial networking. Others have usedit to huge advantage and there aresome who believe the opportunityhas already passed.

Smith concludes: “It might havehad a window of opportunity sixmonths to a year ago, but now that isclosed. No matter how subtle a plantyour online PR agency tells you it hasmade, the fact is, mums still, moreoften than not, smell a rat.”

The fact is that with over 400musers on Facebook and over 100mregistered to tweet, social networkingcan’t and won’t be ignored.

Social media is a form of conversation.It won’t work and can even backfire - if

you simply use it to ‘talk’ at your consumers.You need to devote some time and attentionto becoming part of their community

Charles Ryan, Esdevium Games

www.toynews-online.biz 15TALKING POINT SOCIAL NETWORKING

JULY 2010

JULY 2010

The buying team at Argos met with suppliers and inventors in Milton Keynes at its first-ever open day event.Ronnie Dungan went along to see what suppliers and buyers thought of the proceedings...

Open minded16 EVENTS ARGOS OPEN DAY

WHEN ARGOS OPENED its doorsto suppliers and inventors, it createda flood of interest from those firmswho previously had either limited orno success in communicating withthe retailer. Which, of course, wasthe whole point.

The chance to present to the firm’sbuying teams, with a guaranteed 15minutes is a golden opportunity forinventors or firms of a certain sizelooking to become a lot bigger.

But did the reality match theexpectation? And did Argos itselfobtain enough quality andinnovation to make the exerciseworthwhile or did it merely allowsome of the more ‘ambitious’ productdesigners past the drawbridge?

Initial feedback suggests Argos isalready eyeing a repeat next year,possibly two, and may even adopt theconcept for other product areas.

Suppliers too, were happy withwhat they got. Great Gizmos’ IanDayus, says: “I thought it was verywell run. It was a very goodexperience for us to sit down withthe buying team and get to knowthem a little, get their reactions toour products, which were verypositive indeed.

“I think that Argos would havehad a great day with all thesedifferent toy suppliers coming alongto see them. They will now take onmany new suppliers which will helpthem in the direction that they wishto take in the future.

Paul Jackson, MD of The In-Thingadds: “I thought the event wasexcellent. Informal enough for maybethe slightly smaller, less experiencedcompanies to not feel too nervous,but with four or five people in eachbuying group/table, there wascertainly enough experience presentto make the meetings productive and worthwhile from a feedbackpoint of view.”

Will Sharman from MAPPS Toyssays interaction with other suppliersand inventors should be encouraged.

“I thought the whole thing wasorganised really well. Obviously I

would have liked more time. Topresent five products in 12 minuteswas a bit like speed dating. It wouldalso been good to have more time fornetworking with other toycompanies, inventors and so on. Butall-in-all very pleased I attended.”

Pete Seager, MD of Seager Gamescomments: “All the people therewere extremely pleasant andalthough each time slot was strictlylimited to 15 minutes, everyone I metcertainly helped me (and others) feelrelaxed and comfortable.

“As an event, it was a winner.Without a doubt, Argos will benefit,but so too will a number of people inmy shoes – some of whom will havetheir lives positively transformed as aresult. It would be great if some ofthe other big players in the industrydid something similar.”

Indeed, suppliers holding similaropen days for inventors or otherretailers following suit wouldcertainly make a change from theneedlessly secretive culture of someplayers in the market.

From Argos’ point of view it is asmuch about increasing the size of itsChad Valley range, which it acquiredfrom Woolworths, as it is aboutproducts for the catalogue.

Trading manager Ian Chaplin says:“We’ve probably seen more goodproducts than we expected. It hasbeen a real learning curve for us too.We didn’t know what to expect butwe didn’t expect every product to begreat. That said, we have had veryfew quirky ideas and most of the ones we have seen, have been very marketable.”

With little or no negative feedback on the event, it seems adead cert to return next year, orpossibly even sooner.

As an event, it was a winner. Without adoubt, Argos will benefit, but so too

will a number of people in my shoes – someof whom will have their lives positivelytransformed as a result. It’d be great ifother big players did something similar.

The UK’s only dedicated monthly licensing coverage

News • Media • Opinion

The Vegas yearsWhile 2009 was a solid start, it was this year that the licensingindustry finally seemed to accept Las Vegas as the new home for itsflagship trade show. We run through some of the key newsannouncements from Licensing International, as well as offering ourown views on the event...

JULY 2010

WHISPER IT, but – according to a number of industryexecs – the buzz on the show floor at last month’sLicensing International in Las Vegas was almost on a parwith New York.

The first evidence that Vegas is finally being acceptedas the new home of our industry’s biggest trade show?Such is Advanstar’s belief in the Mandalay Bay as thenew home for the show, it had confirmed the dates for2011 even before June’s gathering had kicked off. Andits unwavering faith has been rewarded.

While 2009’s event was a good start, this year’s showhad a better atmosphere, busier aisles, more vibrantstands and a proper business-focus. Some of the majormovie studios went all out with their licenseepresentations, with many citing Fox’s flashmob ofdancers bringing Glee to life or the execs from WarnerBrothers reshooting a sequence from The Hangover toopen their session as highlights.

Of course, there were still some issues; no trade showis ever going to please all of the people all of the time.

The signage, although much improved, was stillslightly confusing, while the later opening time of 10amcaused some grumbles.

However, it was the quietness of day three which wasthe main issue for exhibitors. And something whichmust have given Advanstar’s London team cause forcertain, considering they’ve just made the leap to takeBrand Licensing Europe to three days. Without knowingthe official attendee figures for the Thursday, it’sdifficult to speculate as to why it was so lacklustre. Itcould have been because the majority of Europeanvisitors had flown in on the Saturday to get a good rateon flights, so chose to travel home on the third dayhaving done all of their business.

But, as one UK agent said, it’s not good to see peoplepacking up their stands as early as 2pm on the last dayas it had a domino effect. It may have been quieter, butpeople still wanted to do business.

But knowing the guys at Advanstar UK, they willalready be thinking of ways to make sure this doesn’thappen in September.

Samantha Loveday [email protected]

COMMENTA NEW EMPIRE STATE OF MIND

The quietness of day threemust’ve given Advanstar UK

cause for concern especiallyafter the recent BLE news.

20

DISCOVERY COMMUNICATIONS tookthe wraps off two extensions to its coreDiscovery Channel brand at LicensingInternational.

Expedition and Adventure will form a newtwo-pronged strategy targeting men andchildren. The Expedition licensing programmewill take the elements of adventure andexploration and apply them to productsincluding outdoor and lifestyle apparel,accessories and electronics. The first licenseeswill be announced later this year.

Discovery Adventures, meanwhile, will offertravel experiences to bring Discovery to lifebeyond the TV screen.

On top of this, the kids licensing programmewill be invigorated, with a focus on DiscoveryChannel and Animal Planet. Master licences forplush and publishing have already been signedfor Animal Planet, with lines launching acrosskey international territories this year, supportedby TV advertising. The Discovery Channelprogramme will focus on the likes of spy kitsand science, outdoor and role play.

“Discovery is synonymous with exploration,knowledge and adventure,” commentedNicolas Bonard, senior vice presiden ofDiscovery Enterprises (above).

“In keeping with this mission, we arelaunching a new international brand strategythat leverages the core Discovery DNA tocreate compelling consumer products andexperiences. Our new high quality productlines will invite consumers to immersethemselves into the wonders of the real world.”Discovery: 020 8811 4351

HIT PRE-SCHOOL show In The NightGarden will make its US debut on The Hubin October.

BBC Worldwide and Ragdoll Productionsclosed the deal for all 100 30-minuteepisodes with the Discovery/Hasbro multi-platform joint venture last month, meaningthe show will be part of The Hub’s inauguralline-up.

Neil Ross Russell, MD of children’s globalbrands and licensed consumer products atBBCW, said: “In the Night Garden hasenchanted pre-schoolers and their familiesacross the world with its endearingcharacters and beautiful, vivid settings andimagery – all filmed in high definition.

“We’re thrilled to be part of The Hub’sinaugural line-up and for US audiences toexperience In the Night Garden.”

The show has sold over one million DVDs,2.5 million books and 4.4 million plush toysin the UK alone.BBC Worldwide: 020 8433 2000

Discovery reveals new-look licensing pushExpedition and Adventure brands unveiled • Kids programme alsoinvigorated • Animal Planet lines launching later this year...

by Samantha Loveday

by Katie Roberts

In the Night Garden hits the US

LICENSINGVEGAS NEWS SPECIAL

JULY 2010

www.licensing.biz 21

2010 X FACTOR LICENSINGPUSH GETS UNDERWAYFremantleMedia Enterprises hasrevealed a raft of new deals for TheX Factor in the UK. Nine newlicensees have come on boardincluding Blues, Fashion Lab, Daniloand Factory Entertainment amongothers. In addition, existing partnersAykroyds, HTI, Brand Internationaland Clarity Vision are all extendingtheir relationships with FME.FME: 020 7691 6000

MATTEL UNVEILS MONSTERHIGH FRANCHISEMattel used Licensing Internationalto unveil its new girls brandMonster High, which it will roll outacross a number of categoriessimultaneously. The firm alreadyhas apparel and footwear deals,plus health and beauty collections,active lifestyle products and toys.Mattel: 01628 500000

MEGA BRANDS SIGNSHENSON DEALMega Brands has picked up theconstruction toy rights to JimHenson’s new Dinosaur Trainproperty. The range will launch inthe US in spring 2011 and worldwidein the autumn.Mega Brands: 01844 350033

NEW SHOPPING CENTRETOUR FOR NICKELODEONNickelodeon is partnering withCapital Shopping Centres Group fora new tour featuring SpongebobSquarepants and Dora the Explorerthroughout July and August. Theinitiative will take in seven venues,including Lakeside andManchester’s Arndale centre.NCP: 020 7462 1000

PENGUIN JOINS CHAPMAN’SRAH RAH LINE-UPA five-year contract has been inkedbetween Chapman and Penguin,seeing the firm become masterpublishing partner for new propertyRah Rah.Chapman: 0870 403 0556

IN BRIEF

Spin Master bags CN as licensing agent

20TH CENTURY FOX enjoyed abusy week at Licensing International,unveiling a restructure of its licensingand merchandising division, as well asplans for some of its key brands.

EVP Robert Marick revealed thenew-look Fox Consumer Products,which will focus on global brandplans and international sales growth,with a number of top level staffjoining. Heading the global brandmanagement team will be PamKunick-Cohen (who arrives fromHit), while former Mattel manRicardo Crespo is SVP of globalcreative. The global categorymanagement team is made up ofGary Rosenfeld, SVP new media;Lora Cohn, VP toys and socialexpressions; and Virginia King, VPfashion and home. Teams have alsobeen developed to cover four regions:North America, EMEA and AsiaPacific and Latin America.

“Fox properties have huge consumerappeal and, with the new strategy inplace, we are confident that we cantake the business to new levels,”explained Marick.

Further details were also revealedon the Avatar drive, which now boastsover 125 licensed products across toys,apparel, publishing and video games.New partners include Rubie’s, MegaBrands and Trends Internationalamong others.

Meanwhile, The Simpsonsprogramme continues to go fromstrength to strength following theintroduction of the new style guideand packaging. The brand now hasmore than 400 licensees, withworldwide retail sales surpassing $8billion. Going forward, Fox is alsoplanning to build up the programmesfor Rio, Ice Age, Diary of a Wimpy Kidand Alvin and the Chipmunks.Fox: 020 7437 7766

Restructure for Fox L&M

CARTOON NETWORK Enterpriseshas become the global licensing agentfor Spin Master.

Having already worked together onthe Bakugan brand, the twocompanies will look to build on theirrelationship, with the deal givingCNE exclusive rights to create a widerange of consumer products for SpinMaster’s portfolio.

Three brands will take the initialfocus – fashion doll property Liv,plush collectibles Zoobles and replicaskateboards Tech Deck.

“CNE and Spin Master share thesame values and have an alignedcommitment to partnership,innovation and execution,” saidAdam Beder, SVP global licensingand business affairs at Spin Master.

“This, combined with the success wehave shared since launching Bakuganin 2008, is the perfect segue into along-standing alliance to furtherdevelop Spin Master’s core brandsinto consumer product.”

CNE’s SVP Christina Miller added:“We view this as a great opportunityto both increase our leadershipposition in the boys marketplace withbrands like Tech Deck, as well asincrease our involvement in the girls’space with Liv and Zoobles.”Spin Master: 01628 535000

by Samantha Loveday

LICENSINGVEGAS NEWS SPECIAL

Busy firm also reveals further plans for The Simpsons, Avatar and family brands...

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MARICK: Confident in new structure

JULY 2010

ZINGZILLAS WIN FORPYRAMID INTERNATIONALPoster specialist Pyramid has joinedthe growing licensing drive forBBCW’s ZingZillas. Its first designswill be arriving in the autumn, witha second design, 3D poster packand accessory pack being unveiledat Spring Fair 2011.Pyramid: 0116 264 2642

WBCP RENEWS WITH RUBIESWarner Bros Consumer Productshas renewed its partnership withRubie’s for dress-up and costumesfor a number of its brands. The firmwill be working on Harry Potter,Looney Tunes and Scooby-Doo,among others.Rubie’s: 0800 169 1736

CPLG SWINGS IN FOR DQE’SJUNGLE BOOKDQ Entertainment has secured theservices of CPLG for the next threeyears to boost the licensing andmerchandising for its new 3Danimation, The Jungle Book. Theagency will be looking after theproperty across the UK, Italy, Spain,Portugal and Japan.CPLG: 020 8563 6400

MATTEL GROWS DC COMICSMASTER TOY DEALMattel has extended its existingmaster toy licensing deal withBatman owner DC. The firm hasbeen granted ‘unprecedentedaccess’ to DC’s archive ofcharacters, producing a line of itemsto tie in with next summer’s GreenLantern movie.Mattel: 01628 500000

THUNDERCATS ROARS BACKWarner Bros has appointed Bandaias global master toy for the newlook animated series ofThundercats, as well as the rights tothe classic 1980s show. The newseries is currently in production atWarner Bros Animation and will airon Cartoon Network in 2011.Bandai: 08456 028782

LEGO TIES WITH LADYBIRDLadybird Books is to create a rangeof publications to tie in with Lego’sAtlantis brand. Activity books andannuals will be included in therange, which launches this month.Lego: 01753 495000

FLASHDANCE BARBIEUNVEILED IN VEGASMattel has teamed up withParamount to launch a specialFlashdance Barbie doll, with alimited edition initial run of 3,100.The doll will be available from thismonth to collectors.

IN BRIEF

Pattni already eyeing expansion

AARDMAN is pushing on withmulti-platform opportunities to helpgrow its brands even further, while itsdigital team is also going fromstrength to strength.

The firm recently held a propertyshowcase at the Arnolfini in Bristol,where it outlined plans for brandsincluding Timmy Time, Shaun theSheep, Morph and Wallace & Gromit, aswell as giving some sneak peeks ofupcoming movies.

The multi-platform theme ranthrough all of the presentations, withAardman saying that exhibitions andlive events were a key growth area.Meanwhile its digital team has morethan doubled its staff from seven to15 in the past six months, due toseveral large commissions and newbusiness wins.

Key property messages includedTimmy Time reaching its 1,000thtransmission, with post productionalmost complete on the first 52episodes and 26 brand new ones

going into production later in theyear. Aardman Digital has also justlaunched a new game on the TimmyTime website to support itspromotion with Fairy.

More product launches for Wallace& Gromit are due at the end of theyear – including a Wallace & GromitHaynes manual – with new TV series

A World of Invention pencilled in to airin the autumn. Elsewhere, more liveevents are due to be announced forShaun the Sheep in 2011 and 2012,while its online presence continues togrow – the property now has over221,000 Facebook fans and 150,000visitors to its website each month,while the latest online game (HomeSheep Home) has had 25 million playsin its first three months. In addition,more than 3.2 million DVDs havebeen sold to date since the showlaunched in late 2007.Aardman: 0117 984 8900

Busy Aardman outlines plans

THE INITIAL wave of its footballaction figures launches later this year,but already Pattni Imaginations iseyeing up other sports and, potentially,entertainment categories to expandthe business into.

The fledgling firm has signed upManchester United, Arsenal, Chelseaand Liverpool for its fully pose-ableline, and is building up for a big launchfor series two in October 2011.Interest from retailers has been strong,with a lot coming from stores outsideof the traditional toy business.However, MD Mattyu Pattni is keennot to box the firm into offering justone type of product. “I think there aremultiple sporting opportunities worthexploring,” he told ToyNews. “Whatinterests me is the fact that certainsports seem capable of maintaining,and growing, the level of excitementsurrounding them, which leads to anever expanding fan base.

“I also think it’s vital for thecompany to expand beyond footballand other sports and tap into the

phenomenal following of popular film,TV shows, musicians and so forth.”

However, the focus for the near-term is on growing the originalproduct line and making surepartnerships are formed with retailersand distributors to reach the endconsumer. “I’d be ecstatic if in fiveyears our original product line hadgrown into something phenomenal,featuring all of football’s premiereclubs and players,” Pattni continued.Pattni Imaginations: 0116 241 8811

A4T addsSpongebobVIDEO GAMES accessories firmA4T has sealed a three-year deal forSpongebob Squarepants in the UK andEire with Nickelodeon.

Launching this month will be arange of products incorporating glowin the dark features and quirky styling.These will include a Spongebobshaped backpack (for use with allhandheld consoles), a Glo Travel Pack(for DS Lite, Dsi and DSXL) and atravel case (DS Lite and Dsi).

Spongebob joins fellowNickelodeon character licences Dorathe Explorer, Go Diego Go and iCarly inA4T’s portfolio.A4T: 01204 369235

22

by Samantha Loveday

LICENSINGNEWS

Digital team boosted • Timmy Time hits 1,000th transmission • New W&G show nears

Great Gizmos Limited Tel: 01293 543221 Fax: 01293 [email protected] [email protected]

Blessings in disguiseThe kids’ dress-up market continues to thrive on the back of licensed brands. Halloween is one of the key periodsfor suppliers in this sector with dress-up and associated products. ToyNews finds out what is on offer this year…

Cesar UK’s portfolio of children’s costumes includes some of thestrongest licensed characters currently available.

The children’s Marvel range has been updated with some newstyles from the Iron Man II armoury. The range includescostumes at all price points, allowing children to armour up andbecome a superhero.

Also in the Marvel collection is Spider-Man, Wolverine, CaptainAmerica and Hulk who all feature in Marvel’s brand newSuperhero Squad – a stylised cartoon brand aimed at youngerchildren, just launched on Nicktoons.

With Ben 10 continuing to dominate the boy’s market, the2010 range has again been extended to include more costumesbased on his alien counterparts.

Following the 50th anniversary last year, the Barbie brandcontinues to grow. New products for 2010 include a pinkBallerina dress featuring iconic Barbie symbols, a ball gown witha matching doll’s dress for Barbie herself and a Barbie styled PetDoctor with accessories. All followed later in the year by a dressbased on the next entertainment property; A Fashion Fairytale.

New for 2010, the Bakugan dress-up range includes a greatvalue outfit based on the lead character Dan, including ajumpsuit with attached belt, fingerless gloves, cardholder andBakugan spheres pouch. Also available is a deluxe duo setfeaturing Dan and his battle brawler Drago.

Also new, the Super Why dress-up range includes a musclecostume based on Super Why, and a ball gown style dresscomplete with tiara and wand, based on Princess Presto, whohelps children write letters to spell words and makes objectsmagically appear.

CESAR 01733 397400

For over 50 years, Rubie’s has beensupplying costumes and accessories forall ages and sizes, with 20 affiliatecompanies worldwide, employing over 2,000 people and selling over10,000 products.

Rubie’s UK, now in its 14th year oftrading, is continuing to grow, with arecent further expansion of itswarehousing facility in Liverpool, twoshowrooms, dedicated UK design anddevelopment team and a strongdistribution base.

The portfolio includes a range oflicensed properties such as Batman,Harry Potter, Star Wars Clone Wars, ToyStory, Disney Princess, Michael Jackson,Transformers and many more.

Rubie’s continues to add strength toits licensed catalogue with signingsincluding Gormiti, Avatar, Clash of theTitans, Green Hornet, Disney’s Rapunzel,Tron, Jonah Hex, St. Trinian’s and popstar of the moment, Lady Gaga.

Rubie’s is also hoping that its recentEuropean partnership with Disney willhelp to bring its girls range up to thestrength of the boys’ portfolio, withbrands such as Disney Princess andDisney Fairies.

The company is about to launch its2010 additions catalogue.

It includes new lines such as HarryPotter, Gormiti, Toy Story 3, Tron,Michael Jackson, Green Hornet and St.Trinian’s among others.

RUBIE’S 0800 169 1736

Fiesta Crafts has a selection ofWitches, Wizard and Monsters that willalso provide lots of play value afterHalloween has been and gone. WithWitch, Wizard and Monster finger andhand puppets, kids can get creativeinventing their own.

Top Nob pencils retail at just £1.75and include Witch, Wizard and Vampire characters.

With loads more characters in boththe Tellatale and Top Nob Pencil lines,the products are suitable for year-round sales.

FIESTA CRAFTS 020 8804 0563

24 SECTOR GUIDE DRESS-UP & HALLOWEEN

JULY 2010

August sees the launch of Armouronfrom Bandai. Unique to the boyscategory, this futuristic lookinglightweight suit of armour combinesconstruction with role-play, allowingchildren to attach pieces togetherusing ‘Snapperons’ to create their own armour.

Armouron is the brainchild of SueLipscombe, an animation set designerand mother of two young boys. Afteran unsuccessful mission to find aknight’s costume for her son,

Lipscombe came up with the idea ofconstructing a futuristic, lightweightsuit of armour that children couldeasily build and customise themselvesfor an individual look.

Accessory packs allow children tocustomise their Armouron suits further.Four SKUs will be available by the endof the year. The launch will besupported by an extensive marketingcampaign including TV advertising,consumer print advertising, PR andonline activity.

BANDAI 08456 028782

Rainbow Productions is commissionedthroughout the year to design andcreate promotional costume characters.

Custom-made costumes are createdat the company’s purpose-built studioin south London and these costumesare used by clients in many sectors atevents throughout the year – includingseasonal activities at key times such asHalloween, Christmas and Easter.

The werewolf (pictured) was broughtto life on behalf of a European leisurepark specifically for use at an annualHalloween Monster Festival. A keyelement of the werewolf design andmanufacture brief was to ensure thecostume worn by the performer wasrealistic and scary. This isn’t a typical

brief, given that the majority of costumescreated by Rainbow Productions areeither an embodiment of a company orcampaign logo or are designed to appealto children and families.

In addition to creating bespokecostume characters, another serviceoffered by Rainbow Productions ismanaging the personal appearances ofover 90 cartoon characters, from aportfolio of licensed characters.

Clients can book personalappearances at Halloween events,exclusively through RainbowProductions. Included in the company’slicensed character portfolio are PeppaPig, Angelina Ballerina, Postman Patand Jess the Cat and Scooby Doo.

RAINBOW PRODUCTIONS 020 8254 5300

Great Pretenders is an award-winningline of children’s costumes andaccessories including a wide selection offairy costumes and accessories for girlssuch as flower garland head-dresses,glittery wings and jewelled wands, aswell as ladybirds, bumble bees andmedieval queens costumes.

Alternatively, the range of costumesfor boys includes pirates, superheroes

and knights among others – there iseven an entire Captain Hook outfit.

As part of the collection, capes andheadgear pieces are also available,some of which are reversible offeringtwo sides to the role-play scenario, suchas the Knight/Dragon cape, which canbe worn as both friend and foe. Otheraccessories include shields, swords andmuch more to add authenticity.

GREAT GIZMOS 01293 543221

Creepy Crawlers from Flair has all thenuts and bolts to create bugs and fillthem with guts and then experiment bydissecting, mincing or squashing them.

The Creepy Crawlers Bug Maker is amulti-functional insect creator, whichallows kids to see their creepy creationsbeing hatched. It includes the interactivebug maker, three bug moulds, threeaccessory tools, eggs, bug guts and goo.

Once made, they can be filled with goo,stuck to walls and then squashed.

The Creepy Crawlers Smasher andGrinder Set, allows kids to squash anddestroy their Creepy Crawler creationsand then re-use the compound in theBug Maker. Extending the play further,Mould and Bug Refill sets are available.

Creepy Crawlers will be launched insummer with a TV and PR campaign.

FLAIR 0208 643 0320

www.toynews-online.biz 25SECTOR GUIDE DRESS-UP & HALLOWEEN

JULY 2010

With an extensive collection of everydaytoy ranges, HTI’s Razzle Dazzle and MyPrincess collections include many glamand glitzy sets and accessories for girls.Girls can transform into a glamourPrincess with tiara, magic wand andjewellery. There are also sparkly cowgirlhats, hair accessories, fairy wings,princess shoes and feather boas.

HTI’s everyday boys’ ranges also offerseveral costume sets and accessories

for classic dress-up play. Boys candress-up as pirates with a set thatincludes a skull and crossbonesheadscarf, cape, eye patch, earring andhook. There’s also a wide range ofaccessories and weaponry to help bringpirates adventures to life. The WesternRider range contains everythingnecessary for cowboy role-play includinga Stetson, fringed waistcoat, sheriffbadge and neck scarf.

HTI 01253 778888

Suitable from the age of three undersupervision or five without, Hama kitsenable children to express theircreativity, while improving their manualdexterity and concentration skills.

Hama also has some sets especiallyfor Halloween. The UFO Glowing Mobile kit comes with 1,200 glow-in-the-dark beads as well as three shaped pegboards. Scary and spookydesigns can be created including

spaceships, rockets, planets andaliens. The designs can then beattached to make a hanging mobile.Each individual design can also bestuck on the ceiling so children canlook up at them when they are in bed.

Another Halloween set is the NightLife gift set. This contains 2,000 glow-in-the-dark beads and enables childrento create designs such as butterfliesand flowers that will glow in the dark.

DKL 01604 678780

Smiffy’s has launched over 400 newlines in its 2010 Halloween catalogue.Last year was a record year for thecompany in Halloween pre-orders andtotal sales, but at the time of publishing,the firm’s forward placed Halloweenorders were up 91 per cent on the sameperiod last year.

Research carried out by Smiffy’sshowed that the fancy dress marketwanted gore and originality in thedesigns of Halloween costumes for bothadults and children. They wantedsomething new and original tocomplement the typical best-sellers.

As a result, the company’s new adultHalloween themes, such as High SchoolHorror, Cirque Sinister, Zombie Alley,Gothic Manor and Hell’s Kitchen, havebeen well received.

Meanwhile, Smiffy’s has seen recordpre-orders for children’s Halloweencostumes in 2010 and has had a strongresponse to its new range of TeenHalloween costumes.

Pre-orders have been pretty wellspread over the Halloween range,particularly the new styles andspecifically, there has been highnumbers of orders for the new AdultGlow-in-the-Dark Gothic ManorGraveyard Bones costume, CirqueSinister’s Scary Bobo The Clown andHell’s Kitchen Deadly Chef, with thelicensed South Park Devil and retroclassics Batfink and Count Duckula allselling well too.

SMIFFY’S 0800 590 599

MGA is planning a new range ofcreepy-crawlies this autumn, with itsLegend of Nara collection.

Aimed at boys aged six and over,the line is based on a compellingstory of four tribes that once sharedPlanet Nara’s Narian valley, beforedescending into war with each other.

The introductory range will be bugthemed including spiders, tarantulas,cockroaches and earwigs.

The bugs clip onto battery-powered chassis making them scuttlearound and allowing kids tointerchange bodies. The chassis alsohave a hook so bugs can be led intobattle on a leash.

The Legend of Nara basic pack willcome with one bug body and onemotorised chassis, while the two-pack will contain two of each. A freestanding display unit containing 120pieces with a mixture between basicpacks and two-packs will be availablefor in-store usage from August.

MGA will also release a play-setwith interlocking parts, allowing boysto build their own battle arena.

The range will be supported by TV,PR and social media campaigns,while its collectability will beenhanced by further waved productreleases.

MGA ENTERTAINMENT 0844 561 1899

26 SECTOR GUIDE DRESS-UP & HALLOWEEN

JULY 2010

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This is just a small taste of the children’s licenses that we have to offer. Please call us, or ask your agent for further details!

For more details, contact our Sales Offi ce on

01733 397400Cesar UK Ltd, 16 Tesla Court, Innovation Way, Lynch Wood, Peterborough, Cambs PE2 6FLFax: 01733 370241 Email: [email protected]

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FOR THE 12 months to December2009, the electronic learning market*sold over four million units, reachinga value of £82.3m (source: NPDConsumer Panel Service). There aretwo peak age groups of recipients –two to three years for pre-school andsix to seven years for older electroniclearning – with the older age groupthe fastest growing group over thelast year.

The two behemoths of thecategory are Vtech and Leapfrog,who between them account for 75per cent of total value of electroniclearning, with Vtech the topmanufacturer due to a wider numberof items available.

Licences only account for ten percent of sales in the category, wellbelow the total market average of 27per cent with brands taking priorityand growing. There have been somestrong growing properties in thissector over the last year, with Vtech

Baby still the top property andgrowing 26 per cent. Vsmile is thenumber two brand, with Mattel’sLaugh & Learn range at numberthree and Leapfrog’s Leapster atnumber four.

For Leapfrog the extension of theTag property with the new Tag Juniorhas helped drive sales for the rangeand the launch of the My Pal Scoutrange has done extremely well withonly a small number of skus.

Electronic learning games andgames systems dominate the topsellers list YTD, with V-Smile Motionand Leapster games at number twoand three respectively and bothgrowing versus the same period lastyear. Other top selling items in thecategory include Vtech’s LittleSinging Alfie, LeapFrog’s Scout MyPuppy Pal and Inspiration Work’sPeppa Pig Fun Phonics.

The total toy market trend towardtraditional play has had a limitingimpact on certain areas of thecategory. Electronic learning hasalways needed innovation to attractattention and sales and thiscontinues, with a greater focus thisyear on extending and expandingexisting ranges.

*Electronic Learning market is definedas Infant Electronic Learning, Pre-school Electronic Learning and ELAHardware/Software/Accessories

There have beensome strong

growing properties inthis sector over thelast year, with VtechBaby still thetop property.

(source: NPD)

Electronic LearningYTD April 2010 - Ranked by Value1 MY LAPTOP VTECH2 V.SMILE AND V.SMILE MOTION VTECH3 LEAPSTER CARTRIDGE ASSORTMENT LEAPFROG4 V SMILE MOTION TV LEARNING CONSOLE VTECH5 LITTLE SINGING ALFIE VTECH6 PEEK A BOO BOOK VTECH7 MOVE N CRAWL BRIGHT LIGHT BALL VTECH8 PEPPA PIG FUN PHONICS INSPIRATION WORKS 9 LEAPSTART LEARNING TABLE LEAPFROG10 FISHER-PRICE LAUGH & LEARN COOKIE SHAPE SURPRISE MATTEL

JULY 2010

Despite the toy market’s recent trend toward traditional play, the electronic learning category held its own in2009, with a number of innovative new ranges recieving strong sales. Vtech and Leapfrog still lead the sector,and 2010 will see the firms placing a greater focus on extending and expanding their existing ranges...

www.toynews-online.biz 29SECTOR GUIDE ELECTRONIC LEARNING

Little brain boxes

30 SECTOR GUIDE ELECTRONIC LEARNING

VTech has streamlined its ELA range, which nowincludes new additions, Progress Laptop, Power Extra,and Challenger Pink, along with favourites such asAdvance Xtra and Xtra Pink Notebook.

The New Power Xtra Laptop features 120 activitiesand three learning modes: Discovery, Step-by-Stepand Explore and Learn. For ages six and over, thelaptop is designed to adjust to individual learningneeds and to aid progression up to more advancedactivities. The Learn Together feature gives extraguidance and help. The laptop also features aninteractive recording studio to practice for spellingtests and record stories.

With 80 activities to choose from, focusing onreading, language, maths, science and more, theProgress Laptop is designed for children aged fourand over. It includes three different learning modes tomake sure all basic learning is achieved beforemoving on to more challenging tasks. Also featuresLearn Together.

The Pink Challenger Laptop features 40 curriculumbased activities to reinforce phonics, maths andvocabulary. Kids can learn core skills in a quiz-showstyle of game play. Featuring a Progressive LearningSystem, which cuts study into manageable stagesand tracks learning, children can even work with afriend in two-player mode.

Other VTech laptop launches include the newChuggington Traintastic, Disney Princess MagicalLaptop and Toy Story 3 Buzz Lightyear Star Command Laptop.

Storio is an animated E-Book reader for children.The product is packed with educational activities,featuring touch-screen and interactive animations.

VTECH 01235 555545

JULY 2010

The Cool School from Fisher-Price isdesigned specifically for the PC and ispacked full of features. The pen-shapedmouse, kid-friendly keyboard anddigital drawing surface plug directlyinto the PC via a USB cable.

Cool School features activities in fivesubjects including maths, reading andwriting, science, art and music. Reward

certificates and additional worksheetscan also be printed out.

The product can be protected with apassword to ensure children can’taccess other areas of the PC, or getonto the internet and it limits thenumber of printouts.

Cool School will be supported bymarketing and PR throughout autumn.

MATTEL 01628 500000

Leapfrog is releasing a limited editionToy Story 3 Leapster2. Along with a newdesign this limited edition console alsocomes with a Toy Story 3 gamedownload, which is exclusive to thosewho buy the console. The new consolewill cost £39.99.

Once the Leapster2 is connected to acomputer it automatically updates thewebsite with the game and educationalprogress made. This allows parents toaccess the Learning Path, which gives anoverview of their children’s learningprogress while allowing kids to accessnew content and rewards.

Suitable for children aged two andover, the Leaptop allows personalisedplay and learning. Designed for children

to take their first step into the world ofIT, the product allows kids to emulatereal laptop use, with features includingcustomised music playlists andpersonalised emails.

My Own Leaptop is priced at around£19.99 and available from July. Parentscan customise the Leaptop’s content toincrease the play and learningexperience for their kids. My OwnLeaptop is available in pink and green.

With the new Leaptop, parents canpersonalise emails sent to their childand to their family and friends, whilealso offering the ability to adapt thecontent of Scout’s Blog, all of which canbe read on the LCD screen for a morerealistic laptop experience.

LEAPFROG 01895 202840

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32 SECTOR GUIDE ELECTRONIC LEARNING

JULY 2010

Chatman is an artificially intelligent PCfriend designed to make online chat,web surfing and gaming more creative.Chatman is a moving and talkingcharacter with animated LED mouth. Ithas an intuitive understanding oflanguage, context and mood.

Load the software, connect Chatmanto a USB port and open a newdimension of activity as Chatman tellsyou all about what he can do as a toy,online or at www.mychatman.com.

It has a range of features: TellChatman something and it willtell you how it feels aboutit; Let Chatman join you inonline chats, where itwill give its point ofview about theconversation;Chatman iscompatible with allmajor IM platformsincludingFacebook, MSN,Yahoo and AOL.

Chatman hasthree personalityoptions, with over500 actions and 25customisable moods.Kids can create newcustom personalities byrecording their ownmessages, sounds or chit-

chats. Chit-chats can also be sharedonline and download all newpersonalities, features and applicationsat www.mychatman.com.

Using the ‘I want to’ function,Chatman will help find and do the thingsonline, including games, research andfind images. The character can alsoremember important dates with a built-in programmable calendar.

Mr Colour Maker teaches kids aboutcolour using electronics so there is nomessy paint involved. The interactivetoy teaches kids about colours withlights, colours, three modes and 50 sayings.

Mr Colour Maker comes with threeprimary colour pots in blue, red andyellow, which toddlers can hold over MrColour Maker and then watch it light up

in the correct colour. The toy isavailable from June.

The mix-a-colour function allows kidsto combine and discover how differentcolours are made. Hold the coloursover Mr Colour Maker and it shouts outthe right colour. The toy can also be setto Sing the Rainbow mode.

Tomy is supporting the product with aTV advertising campaign from September.

TOMY 020 8722 7300

Tooltime Bob helps pre-schoolers tolearn about Bob’s favourite tools andactivities. When a tool is placed in itshand, Tooltime Bob responds by sayingwhat the tool is and how it is usedon-site and makes sound effectsmatching the tool. Interaction with theproduct can also help to encourage anddevelop children’s fine motor skills.

Load Up Muck can recognise thecontents of each of its ten pallets whenthey are individually placed in its rearbucket. Bob’s voice can also be heardfrom Muck’s cab, asking for differentloads to be added. Muck then confirms

if the correct load has been placed inhis bucket. Load Up Muck has severalplay modes, which help kids learnshapes, colours and numbers.

Talking Bob calls out phrases abouthis trusty Machine Team and helps kids turn left, right, up and down. Move Bob’s arms up or down and it willsay a phrase relating to thatmovement. Twist his head to the left orright to hear it call out moremovement-related phrases.

The toy features 15 movement-activated phrases and extra soundswhich can be activated by Bob’s buckle.

MARTIN YAFFE 01706 717800

Combining the strength of interactivemats and the Waybuloo licences, WorldsApart is introducing the Waybuloo MaraInteractive Trail. The trail is a multi-talented, battery-operated toy thatimproves children’s key developmentalskills, including numbers and balance.

The trail features four interactiveaudio activities, each with its ownbutton symbolised by one of the Piplingcharacters, with each Pipling introducingtheir own game mode. The games get

progressively harder, the further downthe trail kids go.

The sounds featured encourage kidsto engage in different activities, and thetrail grows with the child in terms of thegradual increased ability required. Thereis an auto shut-off after two minutes,plus a physical on/off switch.

Worlds Apart will be supporting theNara Interactive Trail with substantial TVadvertising this summer and also in thekey Christmas period.

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Bull FrogThe second half of the year sees a number of big product launches for a confident LeapFrog, including its LeapsterExplorer handheld, backed by its biggest-ever marketing campaign. Ronnie Dungan spoke to MD Chris Spaldingabout its new-found bullishness…

The Explorer features a sharper,3.2-inch 420x420-pixel touchscreen and improved processingpower that allows the device to runvideo, 3D graphics and Flash-basedgames. It has a 512MB downloadcapacity.

Price: £59.99Games: £19.99Leaplet: £9.99

Leapsterlow-down

LEAPFROG IS SOMEWHAT uniqueamong toy firms, in that it crosses overinto the giddy world of the videogames market, albeit at a youngerlevel. And just like the games marketis it often subject to the vagaries ofproduct cycles as it seeks to establishanother junior gaming platform.

This is a year where the firm is onan upward cycle with a number of keyproducts. It has taken a while for it tore-establish itself after the success ofLeapPad, but this year it has a numberof aces up its sleeve. There’s a definitefeelgood factor about the firm right atthe moment.

MD Chris Spalding is particularlyupbeat about the firm’s prospects, withbig plans for several key lines, backedwith wide-ranging marketing.

“We’re having a good year, and wehaven’t launched any of our newproduct yet,” he enthuses.

“If you look at the industry over thelast 18 months, expectations havebeen set low. In recessionary timescompanies do one of two things. Theyeither batten down the hatches or theygo out and grab market share.

“So we took the decision to go for it.This will be our biggest launch for fiveor six years.”

35SUPPLIER PROFILE LEAPFROG

JULY 2010

The launch he refers to is theLeapster Explorer, the latest in itsseries of handheld console products,which Spalding believes is every bit asgood as some of its more grown upcousins such as Nintendo’s DS.

It features touchscreen technology,improved graphics, downloadablecontent and can be used as a gamesmachine, e-book or for watching videocontent. Software includes a range ofwell-known licensed titles such asMadagascar Penguins, Ben 10, ToyStory 3, Fairies and Dora the Explorer.An attachable camera will be comingout later in the year.

Marketing spend for the product isaround the £1m mark. Central to thecampaign, indeed central to all currentLeapFrog products, is its Learning Pathsite and the email database that thishas helped create which enables tocontact parents who have already

bought LeapFrog products and optedto receive more. It currently stands ataround 1.2 million worldwide.

“It all goes back to our connectedstrategy. By the end of the year we willhave 350,000 people on our databasein the UK and they have all chosen tohear from us. We know the age of thechild as well, so we can send themtargeted, appropriate information.We’re working hard on that side ofthings. We’re keen to have peoplecoming back to us.

“It’s a huge launch for us and wehave a really well thought-throughmedia campaign.”

In addition, the firm has establishedTag and Tag Junior as the true heirs toLeapPad, with sales up 60 per centyear on year, and there are 12 morebooks launching this year on Tag Jr tokeep the momentum going.

My Pal Scout has already sold140,000 units in the UK and a millionworldwide. “Which is phenomenalsuccess at a quiet time for theindustry,” comments Spalding.

Pricing is also a talking point for thefirm this year, as it has looked to bringprice-points lower.

“We took a conscious decision to bemore aggressive on price andpackaging. Scout is £19.99 forexample, which is great value for

money. We’ve engineered our productssmartly to keep the price down. Welowered our margins because we needto encourage people into the brand ata younger age.

“If you go on the feedback site ourproducts are nearly always five star.And if we can communicate and keepthose customers with us they will stayuntil they’re eight or nine.”

The firm’s online offering continuesto evolve and improve and the launchof Leapworld, which is an onlineuniverse accessible using the Leapsterline, involves children in the brandwith trailers and play demos and helpscreate a dialogue between LeapFrogand its customers.

“When they give a game orsomething a thumbs up on the site, wecan then fire off an email to theirparents telling them what they like,”explains Spalding.

The firm’s commitment to this kindof marketing, marks it out in the toymarket, which is slowly starting tograsp the possibilities of onlinemarketing, microsites and otherconnected methodology.

For LeapFrog, it remains as vital asever to remain a market leader ratherthan a follower.

In recessionary times companies do oneof two things. They either batten down

the hatches or they go out and grab marketshare. We took the decision to go for it. Thiswill be our biggest launch for five or sixyears. Chris Spalding, UK MD, LeapFrog

IN THIS era of downloadablecontent, retail can often become aredundant part of the distributionchain to the customer. But it iswhat consumers expect when theycan download music and games soeasily these days. Leapfrog’ssolution to offering a cutting edgedownloadable content facilitywithout bypassing their retail baseis the Leaplet. For £9.99 users by acode that they can enter online toobtain the additional content.

The Leaplet

AN AMBITIOUS £1m Explorermarketing plan includes its biggest-ever TV campaign and a hugeamount of online advertising, inparticular utilising the impressive1.2m people on the LeapFrogworldwide database, which has beenbuilt up through customerinteraction with its Learning Pathregistration scheme.

TV activity kicks off in Augustwith 30-second and 10-second adtreatments featuring the games. InOctober sponsorship of Nick Jrbegins, with additional onlinecontent too, and there is a spot onToonatik showcasing the LeapsterExplorer content.

Online activity from July toDecember includes a partnershipwith influential parents website,Netmums, which should achieve 20million page impressions with thebrand. Initiatives include ‘Learnsomething new with Explorer’advertorial and a Game of theWeek. A microsite on the LeapFrogwebsite will offer the chance to winan Explorer every day.

In addition, there will besponsorship of the first CyberMummy conference of key parentingbloggers, and banners on GMTV

Marketing

IT’S NOT just about LeapsterExplorer, of course. Sales of Tag areup 60 per cent on last year and therange is up 80 per cent if you addin Tag Jr.

Plans for Tag and Tag Jr includea 550 TVR TV campaign, with anadditional 337 TVRs fromsponsorship of Disney Play House.

Online activity again makes useof the LeapFrog email database toreach 900,000 appropriatecustomers. There’s also anotherpartnership with Netmums withadvertorials and sponsorship of itsCoffee House chat room.

Additional products such as theScout range featuring My PalScout, Goodnight Scout andTwinkle Scout plus the FridgePhonics and musical toys lines areall backed with print and onlineadvertising including dedicatedmicrosites for Good Night Scout,LeapTop and the firm’s LearningToys range.

Rangeadvertising

36 SUPPLIER PROFILE LEAPFROG

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DRAGONS IS BACK. Mega Brands’key boys collectible has been ‘re-imagined’ and re-invented and is apillar part of its 2010 line-up.

Key products include the Dragonand Vehicle Assortment, whichincludes three Alliance TrooperWarriors with edge glow shields,weapons and Speeders (Stallion,Eagle and Falcon), plus three smallcollectable Predavor Dragons withremovable weapons (Ironclaw,Skullcrush and Fleshtear).

The Larger Dragon EggAssortment includes four uniquePredavor Dragons, also withremovable buildable weapons(Clawripper, Blackheart, Torchwingand Tailspike).

Flying vehicles include the RapidFire Dragon Fighter, a medium-weight Alliance Hawk armed assaultflyer which takes on Bladewing thePredavor dragon. Deluxe Dual-BlastDragon Hunter, a heavyweightAlliance Condor armed assault flyer,complete with working missilelauncher, lights and battle sounds,matches up with Iceblaze.

To complete the collection, thesuper-heavyweight AllianceBattleship Ultimate Action DragonDestroyer features multiple missilelaunchers, dual deploying landinggears, which also double up as flightcontrollers and battle sounds.

A marketing campaign willlaunch Dragons Universenationally in the second halfof 2010 designed to bring anew generation of kids intothe Dragons Universe brand.

A high profile PRcampaign will also be inplace to support andmaximise the potential of thenew range. Competitions inboys comics and magazineswill be running throughoutthe summer months, securingcoverage across key press.The PR program will focuson communicating DragonsUniverse as a must-have toyfor 2010.

UK marketing manager Pete Fullerexplains why the brand is such acornerstone of its boys’ business:“Dragons Universe is a Mega Brandsintellectual property that forms a keypart of the strategic development ofours boys aged five-plus business. Anunprecedented amount of researchand development has been carriedout on this brand which will mean itwill become the biggest launch of2010 for Mega Brands globally.

“With Mega’s unique ability todevelop a great value toy thatcombines quick and engagingconstruction play, ultimately givingboys a cool action toy that they canplay with, we feel we are deliveringsomething different and exciting inthe boys’ construction category.”

Dragons Universe is a fresh launchfor 2010 but draws on the heritage ofprevious Dragons lines which haveworked well for the firm.

“We hope kids will also be excitedby the excellent packaging designs,‘try me’ functions and the in-packCD which links back to the newDragons Universe website,”continues Fuller.

“This has been the biggest boys’concept in Mega’s history. It is aclassic play pattern that will continueto resonate with boys aged six-plusfor years to come.

“We hope it will form thebackbone of our boys’ business.”

Retail support is a key partof the marketing mixalongside some above theline executions.

“We give full 360° supportwith TV, press, sponsorship,catalogue, online and in-store features. With such animportant launch, we havedesigned an innovativecampaign making use of newand interesting channels toreach our target market.”

Alongside the bigger play-sets, the Dragons Eggscollectibles will drive volumeat below £10.

Enter the DragonsMega Brands is relaunching its Dragons boys’ collectible this year, backed with a cross-medium marketing campaign andhigh hopes for genuine collectable volumes. Ronnie Dungan spoke to UK marketing manager Pete Fuller to find out more…

www.toynews-online.biz 41PRODUCT PROFILE DRAGONS

JULY 2010

This has been the biggest boys’concept in Mega’s history. It is a classic

play pattern that will continue to resonatewith boys aged six-plus for years to come. Wehope it will form the backbone of ourboys’ business.

JULY 2010

IT SEEMS THAT there are two waysto succeed in the pre-school market.Licensing is the obvious, butexpensive, route and the other reliespurely on the quality of the productoffering and appealing to those so-called aspirational parents, whichmight be even less of a risk given theunquantifiable nature of success inthe pre-school character market. But,it is a much longer road to traveldown and research and developmentis not necessarily cheap.

Get it right, however, build a brandthat is trusted by parents andproducts that are recognised andenjoyed by children, and you aredefinitely onto a winner. It is themethod which pre-school specialist Wow Toys has employed togreat effect.

The firm enjoyed a robust 2009,with sales up 44 per cent in the UK,according to boss Nadim Laperouse.It also made progress in theindependent sector, doubling itsbusiness with the Toymaster group.

Its attention to retail is starting topay dividends and it is developing anumber of solutions to increase itsdistribution in different channels.

Laperouse explains the philosophy:“It’s about getting people to buy Wowfor the first time. In the toy industrythere is often a big disparity with thepromise of what the product delivers.Play value is a quality issue.

“Each product we make has to beas good as it ever was. And morally,we won’t give into any thought ofcompromising that. In pre-school itmakes a difference, because they arethrown about more than other toys.And people mark you accordingly.”

Stand-out at retail is vital and thefirm has created an in-store solutionwhich gives retailers a ready-made,branded, Wow Toys area which hasalready been well-received in anumber of different retail channels.

“We put a big shop-fit display into20 stores,” says Laperouse. “A mix ofindies, garden centres and otherstores and we tracked them on EPOSand there was a phenomenal increase

of between 200-300 per cent. It’samazing what can be achieved whenyou go that extra mile.

“It’s all about in-store presentation.We’re putting another 30 of them outthere. Some are 12-feet wide. Whenwe said we wanted to investthousands into a store, more handswent up than we had imagined.

“What we didn’t realise is that thereis also a need for a shop-fit in storeswhich are smaller. So, this year we areputting 150 four-feet units in shops.

The firm is experimenting with aTV campaign in the UK for the firsttime this year and is also looking at

some distribution into the nurserysector, too. In addition, four new staffhave been added so far this year, andthe range will be a third bigger in2011. All in all, Wow Toys is on theupward curve.

“At Wow Toys, we’re veryconfident that the track we arefollowing is what the public wants.The difficulty though, is in getting

the retailer to see that. That is thebig job in marketing.”

Innovation in design is the real pillarof Wow’s success. Its chunky pre-school toys are colourful and design-lead, making them a particularlypopular range with younger mumswith certain aspirations.

“When we are able to do our ownform of innovation, we know a toy willsell for ten years and we usually getpayback in year one. So we get nineyears of stability, which is why we’reable to plan ahead. That’s the funpart. That’s kind of the point of it.”

But market conditions don’t makeit easy for innovators in the toymarket. Retailers are still very rigidwhen it comes to pricing, he claims.

“If there’s one frustration with thetoy business it’s how retailers stillwant products to be £9.99, which isthe same price as it was ten yearsago. How can it be that way, wheneverything else has doubled in price?

“That short-sightedness stiflesinnovation. It makes people takequick and short-sighted decisions.Real innovation only takes place inthe toy market when the price allowsit to. If we could lift the lid onpricing, the public would pay for it.

“It would allow a lot moreinnovation to come through to thesector because companies would have a lot more space to create long-term propositions.”

If not exactly a rarity, there’scertainly room for plenty moreinnovation. But, right now, if itdoesn’t make it entirely unique, WowToys’ devotion to productdevelopment certainly marks it apart.

The Wow factorBuilding a brand that is known for design innovation in a licence-led, pre-school market takes time. But Wow Toys is finallybeginning to see its long-game pay off. Ronnie Dungan spoke to MD Nadim Laperouse about the firm’s progress…

42 SUPPLIER FOCUS WOW TOYS

When we are able to do our own form ofinnovation, we know a toy will sell for

ten years and we usually get payback in yearone. So we get nine years of stability, whichis why we’re able to plan ahead. That’sthe fun part. That’s kind of the point of it.

Moon Dough moulding compound doesnot stick or stain and never driesout. The compound is designed for twoto four year olds.

There are five play-sets. The PlayfulPuppies and Burger Kitchen sets, withtwo colours of Moon Dough, moulds anda burger mould or a kennel, whichmakes puppies, bones and steaks.

The Barn Yard allows kids to bale hayand create 3D animals. It comes with athemed play mat, moulds and threecolours of dough. The Pizza Ovenincludes toppings, a pizza base, a boxand a slice. It also comes with a playmat and three colours of Moon Dough.

Single and twin refill packs areavailable in eight colours. Each comesin a moon-shaped stackable containerwith moulds in the lid.

Moon Sand is designed for four toseven year-olds. There is newpackaging, offering stackable storageand moulded trays in the larger sets.

Moon Sand has three themes for2010 – Sea Princess, Construction andSweet Delights. The Construction rangefeatures three play-sets – Road Crew,Demolition and Sky Crane. SweetDelights also has three sets – Ice CreamSundae, Shake Maker and Bake Shop.

In August, Spin Master is launchingthree licensed Disney play-sets. TheDisney Princess set has revolving

carriage and moulds for Cinderella andhorses. The Cars set includes LightningMcQueen and Mater moulds and achassis. The Toy Story 3 set has Buzz,Zurg and Alien moulds.

The Bendaroos Theme Sets includeinstructions for three levels – basic,intermediate and advanced – and areavailable in four assortments – CoolCreations, Space, Sweet Treats andHearts and Stars and Rainbows. Eachset contains up to 80 sticks.

The Activity Pack containsinstructions for 2D and 3D play in fourthemes – Puppies/Kittens, Pirates,Tropical and Fairies.

The new 3D Activity Packs containarmatures for kids to create 3D modelsof dinosaurs and unicorns.

Finally, the Bendaroo CreativityCentre contains everything needed to

make 2D and 3D models. The turntableallows kids to view the models fromevery angle and accessories assist withmoulding, twisting and cutting.

There are two Paperoni assortmentsincluding the Paperoni Pals Assortment– peacock, owl, butterfly – with 250pieces, tweezers and a template withembellishments. Two of the sets have aglitter applicator.

The Paperoni Bendies Assortmentincludes giraffe, lamb, dog and cat andeach set is supplied with template,tweezers, glitter and bendy limbs andfacial features.

Paperoni Magic Movin’ Pets Play-setis provided with 3D templates and over1,300 pieces to make a puppy, bunnyand mouse and for decorating the dogkennel. Magic Movin’ POS will beavailable from August.

JULY 2010

www.toynews-online.biz 45SECTOR GUIDE CREATIVE PLAY

Creative typesThe creative play sector encompasses a wide variety of products and as such, represents an important part of anyretailer’s offering. ToyNews finds out about the latest products to hit the market with an imaginative element…

Following the re-launch ofFuzzy Felt last year, John Adams& Toy Brokers is celebrating the60th anniversary of the brandwith further expansion of therange in 2010.

Central to the product rangeis the Fuzzy-Felt 60thAnniversary Set; a deluxecreation, building on thesuccessful format of theexisting range. The limitededition set contains two large-format boards in contrastingcolours, 500 felt pieces and astorage drawer.

The specially commissionedset includes pieces adapted from someof the original Fuzzy-Felt shapes,conceived by inventor Lois Allan duringthe war, before Fuzzy-Felt’s officiallaunch in 1950.

Fuzzy-Felt Craft Tubs are a new twiston an old favourite, allowing ‘on themove’ creativity. The tubs include 400felt pieces plus an innovative, large-format Fuzzy-Felt Flexi-Board, rolled upand stored inside before unfolding as aflat surface.

The collection features printed andsilhouette shapes across three rangesincluding, Things that Go – a selectionof vehicles; animals – includingfarmyard favourites and pets, and Pinkand Sparkly.

To support the 60th anniversary,John Adams & Toy Brokers isundertaking an extensive publicrelations campaign, targetingconsumer and parenting press andengaging with consumers directlythrough social media.

JOHN ADAMS AND TOYBROKERS 01480 414361

Harumika sees new sets forspring/summer. The DIY dress-up kitallows kids to create their own line ofbespoke couture designs without theneed for needle, thread, glue orscissors, just some fabric and creativity.Aimed at girls aged six plus, pieces offabric are wrapped around themannequin and using the spatulaprovided, tucked into the back where asilicon strip holds it in place.

Kids can show their creations on thevirtual catwalk by uploading them atwww.harumika.eu, where other users

can vote for Designer of the Week. Plus,there’s plenty of inspiration if they runout of ideas.

Each Harumika set includesmannequins, a variety of fabrics and aselection of accessories, all of which canbe mixed and matched. All materials arereusable so the possibilities are endless.

Bandai continues to support thebrand with an extensive marketingcampaign including TV advertising,consumer print advertising in girls’magazines, in-store demos, PR andonline activity.

BANDAI 08456 028782

SPIN MASTER 01628 535000

Trivoli is a simple game, which all thefamily can play and enjoy. Each of theplayers tries to form their own secretpicture using each of the three levelsof the roundabout.

Players can turn one of thecarousel levels and try to form thepicture. The first player to complete apicture receives a Trivoli token. Thewinner is the first player to collectthree picture tokens.

The game teaches visualrecognition and a logical thoughtprocess. Once you have played onegame, turn the carousel over to findanother three level game.

Suitable for players aged five andabove. The game can be played bytwo to six people. The game durationis 15 to 20 minutes.

The Tactic 2010 range can beviewed at www.tactic.net or contactthe firm for a 2010 catalogue.

TACTIC GAMES 01483 751267

The Aquadoodle Animal Magic SoundsMat is the first Aquadoodle product tocombine drawing with sounds. Like allAquadoodle products, Animal MagicSounds encourages creative play usingwater, making it completely mess-free.

Fill the pen with water to let kids drawon the mat. The edge is covered withdrawings of animals, so children press thepen onto the circle next to an animal tohear the corresponding sound. A newsound will then continue when the pentouches the mat. There are 14 sounds.

As the water from the pen dries, thepictures disappear so the mat can beused again. There are also hiddenpictures to be discovered that will berevealed when kids scribble over them.Tomy is backing Animal Magic Soundswith a TV campaign.

Tomy’s Aquadoodle range is alsoseeing new Toy Story 3 and Peppa Pig

Aquadoodle large mats, as well asAquadoodle Toy Story 3 Mini Mats. Tomyhas also launched the Aquadoodle Desk,made from lightweight wood effect foam.

Tomy’s expanded arts and crafts rangealso includes Spongi, a colourful,lightweight dough. Available in boys orgirls packs and suitable for children agedfour and over, kids can either shape it intoofficial Spongi characters using theaccessories or create their own designs.

Each pack contains three colours ofdough and accessory packs to make thecharacters, with animal characters forgirls, and monsters and vehicles for boys.Once children have created their models,Spongi can either be left to air dry to alightweight model, or stored in an airtightbag ready to be used again.

Tomy is supporting Spongi with a PRand marketing campaign, including a TVad campaign.

TOMY 020 8722 7300

Meccano’s Rescue Team constructionsets for children aged five and over is acolourful collection of fire truck, policehelicopter, police car and fire all terrainvehicle (ATV).

Each of the models now features thenew, simplified innovative buildingsystem, which clips together for fastand easy construction and detailedstep-by-step instructions.

The 40+ part Fire ATV builds twomodels and comes complete with

realistic fire hose, a fireman figure,accessories and stickers. The PoliceCar builds two models (30+ parts) andfeatures working lights and realisticsounds, policeman figure, accessoriesand stickers.

The Police Helicopter (70+ parts)builds three models and includes twofigures. Containing 110+ parts to buildthree models the Fire Truck includestwo firemen figures. The four sets areavailable from summer.

MECCANO 01844 278888

46 SECTOR GUIDE CREATIVE PLAY

JULY 2010

Klip Kitz is the new TV-supported boysarts and crafts brand from Vivid. Therange contains elements of traditionalcraft kits with a new twist. The toyconsists of pre-painted, snap-fitcomponents you can snap, Klip andlock together, using the locking key.Kids can customise creations withstickers and colour in the reversiblebackground scene to complete the kit.

Klip Kitz launched with a Toy Story 3range including Buzz Lightyear modelkit, Sheriff Woody model kit and a BuzzLightyear and Spaceship model kit.

Disney Cars Klip Kitz are the latestaddition. Choices include a LightningMcQueen model kit, Mater model kitand a Mack and McQueen model kit.

This year, Crayola will TV advertise12 lines, delivering a campaign of over3,000 TVRs. The new products includeColour Wonder Light Brush, whichrecognises and lights up the colour of

the clear paint, only colouring onColour Wonder paper.

Colour Explosion Glow Dome has aclear dome and inside panel, whichbecome see-through canvases. Kidscan hit the lights and their scenecomes to life in glow-motion.

Doodle Penguin is an electronicpenguin that draws at a touch ofbutton. Kids can choose from 100pictures and activities for DoodlePenguin to draw. Finally, PaperFantastic makes it simple to createhoneycomb paper effects, garlands, 3Dpaper decorations and cards.

The Timmy Time range has two newadditions. The Sound Scribblerrecognizes each character drawn andplays sounds as kids create picturesusing the crayons provided. PaintingTime Timmy is a money box that kidspaint. The range will be TV advertisedthis autumn/winter.

VIVID IMAGINATIONS 01483 449944

Bionic Putty is scientifically re-engineered play putty. After years ofresearch, a putty formula has beencreated that has the properties of asolid, a liquid and a ball. You can sculptit and snap it like a solid, stretch it andwatch it melt or you can roll it into a balland bounce it. Bionic Putty will be TVadvertised in autumn/winter.

The Stylus Pen range adds a dynamicand creative twist to a pen by combiningit with a play element. Take a break andstimulate your creativity by playing thein-built game. Squeeze and mouldshapes with the Play-doh Fun FactoryPen, which comprises a built-in shapecreator and trimmer knife with a mini-pot of Play-doh.

The Lego Stylus range is available inLego City and Lego Star Wars. The penscan be connected and built, and kids canadd their own flair by dismantling andrebuilding in their own design.

RE:CREATION 0118 973 6222

The new Magnetic Doowell Colour-inPlay Scenes – Knights and Dragons andPrincess – are versatile and creativetoys. Both come with magnetic double-sided playboards and over 50 colour-inmagnetic-paper character and storypieces cut from exclusive special paperthat sticks magnetically.

The pre-cut pieces are ready forcolouring, adventure play and storytelling. The knights have armour, shieldsand weapons that all need decorationand the princesses have a wholewardrobe to design. All the items stickmagnetically and pack away inside themagnetic board, making them an idealholiday travel companion, for childrenaged three years and over.

FIESTA CRAFTS 020 8804 0563

Yummy Dough allows children to getcreative in a new way. Simply add waterto the powder mix to create a mouldablemixture. Get creative and mould thedough into different shapes – then bakeit and eat it.

Yummy Dough develops skills inyoung children including hand-eye co-ordination, motor skills, and colourrecognition and teaches them aboutfood preparation.

The product comes with four differentcolours – red, blue, green and yellow –which can be mixed together at thepowder stage or when the dough ismoulded to create different colours.

The product can be eaten raw orbaked. Yummy Dough is made inGermany by a leading bakingmanufacturer. Using only high qualityfood products, it is manufactured understrict European safety regulations.

New for 2010 is Noteez, which allowsgirls to create messages, using theconsole. Once written, the note can bewound inside a Noteez capsule. Whenthe time is right the capsule can beunrolled to reveal the message. Each setcomes with ten reusable capsules,paper, pens, stickers and stencils.

Another new concept for the year isthe patented Twist & Spin JewelleryMaker which uses twisting and spinningto create jewellery, with the cord andbeads provided. Suitable for ages sevenplus and will be TV advertised.

Zubber moulds like dough but setslike rubber. A variety of themed sets areavailable such as the Zubber BandMaker and Zubber Pets and CharmsAssortment. New for autumn will be theZubber Jewellery Maker.

The new Remarkables Colour & DrawActivity Mats are bold mats, available inThomas & Friends and unlicensedversions. The mats come with washablemarker pens, a stencil, inkpad andstampers. Once the doodling is done,

the ink can be washed or wiped away.Also available in the range are DisneyPrincess and Toy Story ten-pagewashable colouring books, as well as abumper Toy Story 3 Book and Mat pack.

Thomas & Friends Doodleez islaunching in the autumn. Draw withcolourful cords on the clingy surface andadd detail with boggly eyes and shapes.Then pull the pieces off the board tobegin again or pack away in the storagepouch. Themed stencils are included.

Many of the firm’s existing lines willcarry through including Cool Cardz,String World, and the licensed creativeplay-sets. Plasticine also continues withpocket money play-sets and packs foryounger kids, such as Animal Fun,together with themed sets.

Finally, Doodle Dudes for kids agedeight plus is new and is a collectablecreative concept that allows them todesign their own figurines. DoodleDudes will be available in single ordouble pocket money packs or as a four-pack Quad Squad.

For Mega Bloks 25th anniversary year, itis introducing new products in the Maxirange, which build on the themes ofcreative and imaginative play, includingproducts like the Spin n’ Sorter bucket.

The new Spin n’ Sorter bucketcontains 32 different shaped buildingblocks and encourages children tomatch the rightshapes to the rightholes and to buildupwards from twospinning cogs.

Mega Bloks hasobtained theThomas & Friendslicence and will beintroducing a rangeof constructionplay-sets that allowkids aged three andover to build andrebuild scenes fromthe series.

ThomasBuildable Character Assortments willfeature a range of characters includingThomas, James, Percy, Gordon, Henry,Harold, Diesel and Spencer. The 3-in-1Buildable Assortments add to the playvalue whilst the play-sets include newdestinations such as A Busy Day At TheQuarry, Thomas at the Sodor Fair andCranky The Crane.

The 2 in 1 Buildable Thomas allowskids to build Thomas then rebuild it into

a train station. Compatible with all otherThomas & Friends play-sets, it enhancesthe interactivity and collectability.

In Mega’s Building Basics series, the24 and 70-piece Maxi Bags are availablein the classic bright primary colourversion and a pink version for girls. Alsoin the Maxi range, is the 200-piece Maxi

Duffle Bag, whichcontains manyconstructionopportunities.

Building onMega’s pre-schoolsuccess, the brandcontinues to pushits Play ‘n’ GoWorld, whichcombines characterand vehicle playwith building.Children can usetheir imagination tocreate stories in acharacter-based

world of play-sets, vehicles and blocks.The range includes the Lil’ VehicleAssortment with a dump truck, steamboat and pink bus. Other new setsinclude Play ‘n Go Trucks, Play ‘n GoPlay-sets & Play ‘n Go Mega Vehicles.

Mega Blok’s Play ‘n Go Table is a 3 in 1construction toy. The 20 blocks, buildingplates, vehicles and characters stimulateimagination and discovery of shapes,colours and sizes.

MEGA BRANDS 01844 350033

FLAIR 0208 643 0320

Mostaix is a new range of art and craftproducts where children make mosaicstyle pictures. Using small plastic tilesof different shapes, kids can build uppictures, graded to their age andability. The snap in pieces stay in placewithout the use of glue or ironing.Follow the real-size pattern to makethe picture, then the picture can behung on the wall. Alternatively, takeout the pieces and make anotherdesign from imagination.

Mostaix is available in three sizes.The 264-piece pocket money set issuitable for beginners and youngerchildren. The mid-price set contains1,332 pieces for slightly older kids andthe 4,440-piece set will appeal to craftenthusiasts. There are 18 pictures to

choose from including horse, kitten,dolphin and dog.

Award-winning Citiblocs are wooden construction blocks, precisioncut from high-grade pine sourced fromsustainably managed forests. Everypiece has been engineered to exactlythe same shape and size and thespecific proportions guarantee building success.

Building requires no glue, no mess,no connectors and no magnets: justgravity, balance and the limits of yourimagination. Citiblocs promotescreativity and problem solving whilehelping children to develop motorskills. Building and learning aresimultaneous. Citiblocs are available inpacks of 50, 100, 200 and 300 blocks.

BRAINSTORM 01200 445113


JULY 2010

MAPS 01438 776006

Puppets, door hangers, badge making,magnets, tickling sticks, masks, bagsand more, are included in the new rangeof Creativity Kits for Kids. Retailers cannow buy kits based on children’s TV andbook characters.

Mr Men, Little Miss, Numberjacks, ArtAttack, Postman Pat, Hit Favourites(Pingu, Fireman Sam, Thomas the TankEngine and Bob the Builder) and MisterMaker are all part of the portfolio.

The range of character craft kits nowstands at more than 40 and each comesin its own CDU.

Creativity International’s new onlineordering system launched this year,making it easier for retailers to order atany time. Go toretail.creativityinternational.co.uk andclick on the ‘New Customers’ button.

CREATIVITY INTERNATIONAL01384 485550


JULY 2010

Tack Zap from Haba has several themesto choose from, plus supplement sets toallow plenty of scope for creativity.

Complete with a corkboard, woodenhammer and metal tacks, each themedkit has a range of colourful woodentiles, which can be tapped into place tocreate a picture.

On Duty Tack Zap has various facedesigns, different shapes for bodies andvehicle components, while SpringtimeButterflies Tack Zap has character facesand an assortment of shapes for

children to create their own butterflypictures and scenes.

The range also includes Geo ShapeTack Zap with coloured tiles in anassortment of shapes and Figure TackZap with people and animal shapes.

The Wooden Threading Beads fromHaba are designed to challenge a child’screativity, encourage eye-handcoordination and fine motor skills; thereare numerous sets of beads in allshapes and sizes to appeal to both boysand girls.

HABA 0161 304 9555

Revell’s Model Sets come completewith all the necessary paints, glue andbrushes required to get making,painting and creating the modelsstraight out of the box.

The Model Set range covers vehiclesfrom cars to planes and everything inbetween. Recent additions to theportfolio include a replica Ferrari andthe Super Hornet.

The iconic red Ferrari is a true-to-original reproduction of bodywork withfine structural and surface details

along with an interior that consists ofan authentic dashboard and texturedseats. The Super Hornet boasts adetailed cockpit with instrument paneland ejector seat.

Revell has also recently released theMyStyle range, which allows younggirls to create jewellery designs using asimple click-together technique. Itincludes beads, pendants, charms,miniature dresses and there’s a secretjewellery sofa for girls to store all oftheir creations.

REVELL 01442 890285

Inspired Gifts & Toys (IGT) is releasingNational Geographic 3D Creative ClaySets. The modelling sets combine theeducational adventure of zoos andsafari parks with creative play.

The air-drying creative clay ensuresmodelling without mess, mixing colours,shape making and the chance to createand keep 3D models.

Each set includes creative clay pots, amodelling tool and instruction bookletas standard. Included in the range is the3D Jeep Safari, with the chance toassemble a Jeep and animals includinga lion, elephant, zebra, rhino andgiraffe. Includes a set of jeep wheels. 3DDinosaurs includes the dinosaurs, trees

and rocks. Includes two dinosaurskeletons. 3D Creepy Crawlies includesa tarantula and scorpion, cockroach,snail and caterpillar.

Finally the 3D Bird Of Prey includesthe golden eagle and falcon. Includes abalancing bird.

Also available from the firm is theCobi Construction Blocks range. Setsavailable include Army, Navy, Pirates,Roman and Barbarians, McLarenMercedes, Construction Vehicles andmany more. The blocks are similar to,and fully compatible with, the leadingbrick manufacturer. Also in 2010 IGT willlaunch Jeep’s historical Willys, acollection of six vehicles.

INSPIRED GIFTS AND TOYS 01344 989624

The Colorforms range from UniversityGames includes a range of children’slicensed products. The Gruffalo and TheVery Hungry Caterpillar are the leadingnames on offer in the range.

Vinyl and felt creative play-setspacked in clear plastic carry packs areavailable and an additional pack for TheVery Hungry Caterpillar is a tin box set ofmagnetic adventures.

All the packs contain characters andscenes from the storybooks, so thatchildren can create scenes from thebook or make up their own picturestories with re-useable pieces andbackground scene boards.

UNIVERSITY GAMES 01359 243900

Gelli Baff has had a strong year with arange of new colours introduced by TheIn Thing. The formula turns water intocolourful goo and then turns it back intowater again. The main colours are LavaBlast (red), Swamp Green, Blue Lagoonand Princess Pink, with a couple ofcolour changing boxes, includingBallistic Blue to Planet Purple andCosmic Yellow to Galactic Green.

Gelli Baff is ideal for use indoors butcan also be used in paddling pools orwater slides instead of regular water.The In Thing will be running a number ofactivities for Gelli Baff over the comingmonths, including covermounts onmagazines and giveaways.

THE IN THING 0845 365 3030


JULY 2010

Hama features a range of colouredbeads and is a user-friendly systemthat helps to develop a child’screativity through play.

The main concept behind Hama is tostimulate creative play by producingcolourful and imaginative designs withthe bead system.

Creative items are made by placingcoloured beads onto pegboards andthen ironing on a silicone coated paperto seal the beads.

The expanding range offersnumerous kits, ranging from individualbags of beads and pegboards, to small,medium and large gift sets designedfor both boys and girls.

New this year are licensed sets -Disney Toy Story, Ben 10, Disney Fairiesand many more. Other Disney themedsets include Disney Princess, WinnieThe Pooh, Mickey Mouse and friendsand Cars.

Multiple designs and creations canbe made using the three different sizebeads (mini, midi and maxi) andpegboards. It is accessible to childrenaged three to ten. Midi Beads (5mm)are the best selling beads in the range.Mini Beads (2.5mm) are for age tenand over and intricate and detaileddesigns can be created. Maxi beads(10mm), the largest of all the beads,are suitable for age three and over.

DKL 01604 678780

Great Gizmos’ new Green Creativityrange includes five craft kits that willeducate kids about beingenvironmentally friendly. These kitsenable children to decorate a plaincanvas bag to make their own reusablegreen shopping bag, create cards andgifts from recycled paper or turn aplastic bottle into a light.

For girls, the Mould & Paint Glittercollection provides a combination ofgirly themes and glitter. With each kit,six magnets or pin badges can be made.There are six of the kits to choose from,including fairies, mermaids, ballerinas,princesses and more.

The Paint Your Own Porcelain TrinketBox Kit, the Mini Shoe Vase Kit from 4Mand the My Very Own Fairy Light kit arealso available.

GREAT GIZMOS 01293 543221

Leapfrog combines play with learning,by combining songs about food andcooking with Cook & Learn.

Aimed at 12 to 36 month-olds,LeapFrog's latest learning toy teacheschildren key knowledge such as colours,foods, counting and motor skills. Bydropping the ingredients into Potsy, achild will be taught nutrition, colour andcounting skills.

At the turn of a switch, Potsy can gofrom learning mode to cooking modeand will play bubbling sounds when thelid is placed on or taken off. Children canalso use the spoon to stir theiringredients and when doing so, Potsywill play a stirring song. Cook & LearnPotsy is available from this month.

LEAPFROG 01702 200244

Lego Bricks & More is a primaryrecruitment vehicle into the Legoassortment, creating an early interest inDuplo sets.

Fuelling the imagination and engagingchildren with a range of themes andsets, Bricks & More features a mix ofbricks, play starters, special elementsand practical storage. New sets includeDuplo Play with Numbers, Lego CarsBuilding Set, Blue Building Plate, BasicBucket, and House Building Set.

For junior builders, the Lego Creatorrange of three-in-one sets has beendeveloped for 2010 and includes theApple Tree House, which features aworking mailbox, satellite dish andopening roof. The Lego Creator SuperSpeedster can transform into an F1 raceror monster truck. The Creator rangefeatures instantly recognisable models.

LEGO 01753 495 264

Marbel has recently launched the DressYour Doll range of doll clothing in theUK. Designed and produced in Belgium,the idea was created by mother anddaughter team, Lena De Swert and ElsVan Houtven. The concept is simple;take a piece of fabric, fold it in half, cut ahole in the middle, sew it together downeither side and there you have it, a littletop for your doll.

This basic principle started off theDress Your Doll line and the range nowconsists of over 50 designs that can bemixed and matched together. The pre-printed patterns and prints are on a soft,stretchy fabric that doesn’t fray and onlyneed to be cut out and sewn togetheralong the dotted lines.

MARBEL 01208 873123

Spin the spinner to find out what youhave to draw and then use yourimagination with the new game asplayers turn a random line or squiggleinto a picture before the timer runs out.

Points are then awardeddepending on the difficulty of thesquiggle used and the uniqueness of thepicture created. The game can be playedin teams or individually.

Squiggle is available in a range ofdifferent themes, including barn yard,ocean and alphabet.

GREEN BOARD GAMES01494 538999

Sambro offers a wide line of creativeplay products covering a range of pricepoints from £1 to £20. Many of theproducts are licensed, taking in a rangeof key properties, including all Disneycharacters (Princess, Toy Story, Fairies,Mickey, Handy Manny, Cars, Winnie thePooh) along with SpongeBobSquarepants, Fireman Sam, Thomas &Friends, Bob the Builder, My Little Ponyand Roary the Racing Car.

Products within the ranges includedough sets, painting sets, colouring,stationery, toy stationery and easels.

SAMBRO 0161 707 5555


JULY 2010

A tub of Wooden Beads allows girls tomake necklaces, bracelets and otheraccessories. The brightly coloured beadscome in a host of shapes, plus there’selastic included so there is everythingneeded to begin creating jewellerystraight away.

Alternatively, the new French knittingdolly comes in a choice of four colours,and is an ideal size for kids to hold. Thepack includes instructions to help thosewho have forgotten the craft, or are newto it. Kids can make hats, tea cosies,mats or even clothing.

JOHN CRANE 01604 774949

Interplay’s award-winning Technokits area range of creative technology projectsdesigned to promote a practicalknowledge of how modern daymachines work.

The latest Technokit Dragster is easyto construct with no glue or mess. Thepieces fit together with interlockingwooden pieces and electrical andmechanical components are then added.Kids can also personalise their dragsterwith stickers provided.

The Powered HovercraftTechnokit contains allthe parts for a fullyfunctionalhovercraft.Designed with theworld’s leadingmodel hovercraftinventor, the objectis to build a battery

operated, working model of a hovercraft.Everything is included together withinformative instructions and noadditional tools are required to buildtheß craft.

INTERPLAY 01628 488944

Bigjigs is introducing the new PinkBasket Tea Set and the new Table andChairs set.

Stored in a woven pink carry basket,the Pink Basket Tea Set opens to revealthe 18-piece, flower patterned tea set.

Included are four plates, teaspoons,cups, saucers, and teapot.

Standing at 61cm high, the newTable and Chairs set is crafted fromquality wood and is available in softpastel colours.

BIGJIGS 01303 250400

Ravensburger’s Mandala Designercreative play range includes two girls’licences – Disney Princess and HelloKitty. With the Mandala Designerstencil, pens and pencils, kids cancreate their own mandalas – lots ofdifferent symmetrical designs that canbe created and coloured in to adornany surface.

With a number of different ways touse the designs on the stencil wheels,there is plenty of opportunity forcreativity. The Disney Princess design

includes images of Snow White,Cinderella, Ariel and Aurora. The HelloKitty design includes lots of images ofKitty, along with flowers, leaves andother shapes.

Mandala Designer is also availablein generic titles including Classic,Wonderful Horses, Zoo and Romantic.Mandala Designers come with thestencil wheel and base, paper, felt tippen and pencil and coloured pencils.The product is suitable for childrenaged six years and upwards.

RAVENSBURGER 01869 363800

Clean Creative Fun

tel: +44 (0)1285 762039 or email [email protected] www.treasuretrovetoys.co.ukSticky Mosaics is a registered trademark of The Orb Factory Ltd. Toymaster is a registered trademark of Toymaster Ltd. © Copyright Treasure Trove Holdings Ltd.

Only from

STOCK UP NOWfor the Holidays & Christmas

“Toy specialists, whilst up 6% year on year, appeared

to be split. The chains, such as Toys ‘R’ Us, The Entertainer,Toymaster and the like, grew

sales as a group year on year,whilst the smaller independents

had a tougher year.”

If you think you need a brand, contact...

Roger Dyson, Ian Edmunds or Colin Farrow

Toymaster LtdVictoria House, Newport Pagnell Road West,

Northampton, NN4 7JJ

Tel: +44 (0)1604 674477

is a 100% Members-OOwned mutuality

Source: NPD, February 2010

VTech’s Storio is the highlightedproduct...

Hero ProductPage 61

This month’s retail charts featureAmazon, The Entertainer, Mail OrderExpress, Play.com and WH Smith...

ChartsPage 57

Argos wideningChad Valley line

ARGOS IS looking to broaden thescope of its Chad Valley own brandrange, which it acquired fromWoolworths.

The brand has for a long time beenknown as a budget toy line, but theArgos team is looking to expand therange and enable it to incorporatehigher price points. To this end, thefirm has been hoping to source someproduct at its recent inventors andsuppliers’ open day in Milton Keynes.

Trading director Jamie Heese toldToyNews: “Chad Valley has surpassedexpectations. It’s the number one toybrand in Argos already, which issurprising because it got there a lotquicker than we expected. It’s ourview that we could take it into moreproduct categories.

“The customer reaction to thebrand has been strong and if youlook at some of the online customerreviews, they have been verycomplimentary about it. We had

ambitious targets for it and it hasstepped up significantly.”

Own-brand has been a key part ofthe Argos strategy across a number ofareas, which has led to it purchasingseveral well-known brands such asSchreiber, Hygena, Bush and Alba.

“It’s key to the strategy,” saidtrading manager, Ian Chaplin. “Wesee Chad Valley as a mid-marketbrand with great quality everydaytoys.”Argos: 0845 1240044

EACH OF the 57 Disney stores inthe UK will be celebrating the filmwith free events from July 10th toAugust 14th.

Saturday July 10th will see thelaunch party for the events and allchildren who visit a store dressed as aToy Story character will receive a freegift. There will also be interactivegames and giveaways throughout theday.

Playroom Parade will run everySaturday and on additional daysthroughout the school holidays. Eachchild who attends will be given a freeToy Story mask and flag to wear inthe parade.

Every day throughout the holidays,children will be able to take part ininteractive games includingStrawberry Sniff Out, Pin the Tail on

Bullseye and the Peas in a PodMatching Pairs game. There’s a prizefor the winner of each.

The events continue online atwww.disneystore.co.uk with the AlienGrabber instant-win competition. Topprizes include Disney Store shoppingvouchers, Disney Theme Park tripsand Toy Story 3 merchandise.

The Disney Stores will offer a newrange of Toy Story products thissummer. A new Buzz LightyearAction Figure is exclusive to theretailer, along with other newcharacters from the film, including aPlush Lotso Bear, complete withstrawberry scent, and Mini Bean Bagsof hedgehog character MrPricklepants, Buttercup and the Peasin a Pod.Disney Stores: 0845 688 5113

Retailer looks to take former Woolworths value brand upmarket to mid-price range

Page 58New products

Forthcoming industryevents....

EventsPage 74

Retail OnlyDedicated monthly retail coverage

News • Data • Opinion

On their way this month are offeringsfrom Carerra, Spearmark, Mookieand Lego...

Disney readies ToyStory 3 store blitz

ROBERT CHARRINGTON’S PapillonToys is set to close after 25 yearsdue to a combination of therecession and the impact of rugbygames at nearby Twickenham.

Charrington said footfall in theshop was almost non-existent after11.30 on match days, due to trafficin surrounding roads.

The shop owner also criticisedthe Rugby Football Union (RFU) forscheduling matches on fiveconsecutive Saturdays in the run-up to Christmas.

He said: “From 11.30am onmatch days there are only rugbypeople in the town centre, whichmakes the rest of the day a write-off for most retailers.

“We’ve asked the RFU toconsider 5.30pm kick-offs, so wecan trade unaffected until about3pm, but they don't seem to beinterested.”

Twickenham indiegoes up and under

by Ronnie Dungan

by Katie Roberts

JULY 2010

Goochicoo Kitty Cat DollMV Sports

Build and Play HelicopterMeccano

Toy Story Bubble ScooterHTI

HIGHSTREET

COUNTERINSURGENT

56 RETAIL ONLY

ANOTHERTOYMASTERshow over andwhat adifference. Forthose of uswho attended

Harrogate Toy Fair for manyyears it was like going back in time.

Congratulations have to goto Toymaster in re-arrangingthe event; cynical people willsay that with the halls empty itwas easy. I would disagreewith that, and say credit wherecredit is certainly due.

So many positive thingshave been said about the hallsbeing used as a venue, fromsuppliers and retailers. Forsome of us it was like goingback years, the only difference was the companiesand the people.

As I walked into Hall B Ialmost expected Falcon to beon the corner, with Eric Balaamhanging onto the corner post

like a bus conductor, greetingeveryone who passed by.

From the suppliers’ point ofview, it was easy to set up, nodark holes somewhere nearCalcutta and there was plentyof space.

For the retailers, it was easyto work, easy to find suppliersas there was plenty of space tonavigate round.

For the agents, it was easyto get between principals,easy access to food and drink,no dark corners for the buyersto hide in and, of course, lotsof space. Some even had theirown desks, protecting theirterritory and chairs with allsorts of oddments.

The use of Hall C for lunchand evening entertainmentwas again a great idea thatworked well. Maybe theadvantage of having no centralbar to gather in helped theheads in the morning. Those ofus that did find a drinking holehad the sobering thought of

having a little further to walk(stagger) than just up thestairs. Not that this stoppedsome people.

Was it all positive? Talkingto suppliers and retailers itlooks like the consumer hasstopped spending and there

were a lot of nervous peoplearound the show. The past twoyears have been veryunpredictable, and no-one hasany idea what this year willbring. I did see reluctance from

buyers to commit too muchand certainly orders forimmediate deliveries to getdeal prices were soonextended by some to includesome forward dated orders.

So, what happens now? Notknowing the structural

situation with the Majestic, itis difficult to know. But withthe water damage alone, I findit hard to believe it will beback in business even for next year.

Can the halls be used again?It costs to be at the show andany existing contract with theMajestic and the feelings ofmembers are also importantfactors. You could get moresuppliers in and certainly youcould argue that the show hasreached breaking point at theMajestic Hotel.

The May event is a fantasticwindow for those supplierswho have late productlaunches and, moreimportantly, a decent sampleof a product that was a lumpof wood and cardboard at ToyFair. A proper working sampleto show in May would certainlyhelp buyers predict better.

One thing to remember andsomething Toymaster has triedto encourage for a few years,is that it is, first and foremost,a toy show.

The past two years havebeen very unpredictable,

and no-one has any ideawhat this year will bring.

Dispatches from the retail front line...

Micro Pets-ITomy

Iron Man 2 MaskHasbro

PRICE CHECK: JULY 2010

£16.99 £16.99 £24.99 £9.99 £8.99

£21.99 £13.49 £20.24 N/A £9.99

N/A N/A £24.99 £10.00 £8.00

£19.48 £15.28 £24.99 £8.97 £8.61

£29.99 £16.99 N/A £9.99 £7.99

JULY 2010

www.toynews-online.biz 57RETAIL ONLY

RETAILCHARTS

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Creator Mini Jet 3 in 1 Model Lego

Creator Mini Truck 3 in 1 Model Lego

Power Racers Air Stomper Car Lego

Sylvanian Families Nursery School Bus Flair

Ben 10 Alien Force Walkie Talkies IMC Toys

Mini Build and Play Meccano

City Farmer and Tractor Lego

Star Wars Battle Droid on STAP Lego

Star Wars Luke’s Landspeeder Lego

Imperial Yo-yo Duncan

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The Entertainer

Disney Club Penguin Puffle Series 4 Purple Jakks

Sylvanian Families Lakeside Lodge Flair

Transformers Leader Optimus Prime Hasbro

Hello Kitty Scooter HTI

Sleeping Bag Set – girls RMS Intl

Sleeping Bag Set – boys RMS Intl

Quadpod TP Toys

Nebulus TX Scooter – blue Grossman

Air Blasters Double Shot Blaster Buzzbee

FlyTech R/C Dragonfly – green 40MHz Character

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Mail Order Express

FIFA World Cup 2010 Stickers – 20-pack Panini

Match Attax England Tin 2010 Topps

Bananagrams Game Winning Moves

Butterfly Garden Insect Lore

Medical Carrycase Peterkin

Nerf N-Strike Clip System Dart Pack (36) Hasbro

Star Wars Clone Walker Battle Pack Lego

Toy Story Woody and Buzz to the Rescue Lego

Science Museum Giant Retro Space Hopper TKC

Super Stomp Rocket Kit TKC

Born to Play Fireman Sam Fire Station Play-set Yaffe

Born to Play Craftsman Academy Desk and Chair Yaffe

Born to Play Craftsman Table and Two Chairs Yaffe

Born to Play Fireman Sam Friction Venus with Penny Yaffe

Born to Play Wind Up Floating Neptune/Penny Yaffe

Born to Play Fireman Sam Friction Action Jupiter Yaffe

Red Corsair Playmobil

Star Wars Venator Class Republic Attack Lego

Born to Play Fireman Sam Helicopter with Tom Yaffe

Fisher-Price World of Little People Racin’ Ramps Garage Mattel

CHART DATE16/6/10

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Licensed Toys

Finger Printing Art Set Worldwide co

Nerf N-Strike Recon CS-6 Hasbro

Doctor Who: 11th Doctor’s New Sonic Screwdriver Character

Cuponk Hasbro

Nerf Clip System Darts (Pack of 36) Hasbro

Star Wars Force Trainer Brainstorm

Nerf Dart Tag Mega Refill (Pack of 36) Hasbro

Hello Kitty Playing Cards Hasbro

Nerf Deploy CS-6 Hasbro

Mickey Mouse Clubhouse 3 in a Box Jigsaw Puzzles Ravensburger

Star Wars 2010 Rebel Trooper and Snow Trooper Lego

Ben 10 Alien Force 10cm Figures Bandai

Ben 10 Alien Force 15cm DNA figures Bandai

Star Wars Luke’s Landspeeder Lego

Cars Character Assortment Mattel

Star Wars Clone Wars Basic Figures 3.75” Hasbro

Power Rangers RPM 12cm Throttle Figures Bandai

Star Wars Clone Walker and Droid Assortment Lego

Fireman Sam Vehicle and Accessories set Character

Iron Man 2 Wrist Repulsor Hasbro

CHART DATE16/6/10

CHART DATE16/6/10

JULY 2010

PRODUCTNEWS

THE NEW City’s Hero Factoryincludes everything needed to builda hero. There are six heroes tocollect, each with removable heroelements, high-tech armour andcommunication devices.

Preston Stormer features amultifunctional ice weapon, with icesaw, blot shooter and harpoon.William Furno has a dual fireshooter; Natalie Breeze comes withdual boomerangs and harpoon.

Duncan Bulk is equipped with ametal sphere shooter, and MiniStringer is kitted out with the latestin sonic boom technology.

Finally, Mark Surge comescomplete with lightning weaponand electrical shield.

The new range is designed toappeal to a wider age group andintroduce new boys to building.Lego: 01753 495000

THE SMART Trike range hasbeen expanded with theintroduction of the Smart TrikeAll in One Stage Two.

The new line has incorporatednew design innovation and comeswith baby cradle and rocker base.The cradle is attached to therocker for children aged sixmonths and over.

As the baby develops, the Allin One grows with it. In time,the rocking base can beremoved to leave a ride-on,controlled by the handle.Eventually the product can beconverted to a seated ride-onand then a scooter.

Mookie: 01525 722716

THE FORMULA Cup featuresHamilton vs Massa on 3.6 metres oftrack and includes the latest designof Ferrari and McLaren cars.

The second new addition is MarioKart DS, a slot version of the videogame classic. The set features Marioand Peach with a 6.2 metre track,which includes loops and a bankedcorner. A boost button is featured togive the cars an extra surge of powerand gain an advantage over rivals.

Finally, Ferrari Challenge includestwo Ferrari 599 race cars with 5.3

metres of track. A full range of sparesand upgrade options are availablefrom Carrera for the Go range, as

well as additional track, jumps, loops,cars and lap counters.The Hobby Co: 01908 605686

Lego expandsbuildable actionfigure offering

58 RETAIL ONLY

NEW TO Spearmark Lighting’sportfolio are two new productsdesigned for kids at bedtime.

Rise and Shine helps youngchildren learn about bedtimeroutines. The design features a 3DDisney Princess figurine and a 24-hour digital timer. Set the wake-uptime and Sleeping Beauty will rotatefrom sleep to an awake position,encouraging kids to stay in bedlonger, as they learn to sleep whenthe princess sleeps.

The light also has a night lightfeature and the castle turretsilluminate with a soft pink glow.

A recent change in legislationmeans characters are not allowed to

featureon mainspoweredplug-innightlights. Inrecognition of this,Spearmark has also developed arange of battery operated licensednight lights.

The LED technology used in thesenight-lights ensures a long life forboth battery and product. The rangeincludes Ben 10, Toy Story, Cars,Disney Princess, Waybuloo, 3rd &Bird, Minnie Mouse, Peppa Pig andWinnie the Pooh.Spearmark: 01480 213633

SPOT, ELMER, The EnormousCrocodile and Stripy Horse are beingreinvented as new wooden toys.

Spot celebrates its 30thanniversary this year and Rainbowis introducing a wooden Peg Puzzleand Wooden Dominoes toaccompany the existing range.

Elmer the Patchwork Elephant willfeature on products including a newWooden Peg Puzzle and WoodenDominoes, to add to the existingrange of books and plush.Rainbow Designs: 0870 758 7700

Rainbow designlauncheswooden toys

Mookie unveils new Smart Trike line

Carrera adds to the Go rangeThe firm has added three new sets to its Go range, the 1:43 slot racing system…

Spearmark introducesnight-time lighting

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FEATURING A touch screen to navigate with,children can play and interact in three differentways – Watch the Story, Reading Games andStory Dictionary. As the story is being read,children can touch words they get stuck on andinteract with the characters as they press them.

The product comes with a Toy Story 3 StoryBook Cartridge, with eight additional titlesavailable including Shrek, Scooby Doo and Dora theExplorer. It also includes parent-friendly features,such as reading records and a progress tracker.

The marketing kicks off with a 30-secondStorio ad in Pearl and Dean cinemas from July23rd for six weeks, reaching approximately 2.45million admissions. Then, a dedicated seven-week TV campaign will air in October half-term,with a second burst at the end of November,with 559 TVRs reaching kids aged 4-6, and 341TVRs reaching mums with babies aged 0-3.

Clive Richardson, marketing director atVTech, says: “Cinema proved to be

recession-proof lastyear and with 2.45million admissionsexpected in thetheatres we areworking with over thefirst six weeks, it givesus a great chance to bein front of a lot ofparents and children,together, during the launch periodfor Storio.”

The launch will also be supported by acomprehensive PR programme centredaround a Ten-A-Day challenge, whichencourages parents to read with their childrenfor ten-minutes everyday. Tactics include adigital outreach programme, dedicatedFacebook, radio and WebTV activity, plus mediaactivity to drive coverage in key parenting andpre-school titles from July onwards.

Release date:JULYPrice: £60Cartridges: £17

CONTACT DETAILS:Phone: 01235 555545Email: [email protected]

VTechStorio

www.toynews-online.biz 61HERO PRODUCT

VTech is launching Storio, pitched as the world’s firstanimated ebook reader for children, backed with acomprehensive TV, cinema and PR campaign…

VTech’s Storio allowschildren to interactwith characters at thetouch of a button...

With 2.45 millionadmissions expected in

theatres, gives us a greatchance to be in front of parentsand children, during thelaunch period for Storio.

1/4 page: Annual charge £1,395 (minimum twelve months booking)Get your company featured: [email protected] T: 01992 535 647RATES:

The place for business

RATES:RATES:

RICHARD EDWARDSTOY SUPPLIER020 8311 8888As a brand owner, slick service

throughout the supply chain is

crucial in delivering to

distribution channels and,

ultimately, to the consumer.

As a manufacturer of card-

based products and a strategic

partner to many well-known

games brands, including Top

Trumps and Monopoly, Richard

Edward understands its part in

the process. It helps to get

products in consumers’ hands,

when they need them, at the

right price point.

Established for 30 years,

Richard Edward has the capacity

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From card components for

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With the ever diminishing

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For further details please

contact: 0208 311 8888

Skateboards are a new venture for

Brookite this year. Designed and

developed by experienced skaters,

the complete boards are made from

high quality materials and offer

exceptional value for money.

Venom Web is the entry level

board, ideal for youngsters just

starting out. Venom Spider comes

in at the next level and the Venom

Mecha is a pro level board with a

high quality spec, making it

stronger and lighter for those with

plenty of experience.

Among the new kites, there is a

range called Sealife, featuring a

Starfish, Octopus, Jellyfish and

Clown Fish, all with great graphics

and retailing at just under £7. Easy

to fly and ideal first time kites for

youngsters. The Air Bear has been

in the Brookite range for many

years, but for 2010 it has a new

friend, Air Piggles. Same parachute

concept but now with a pink pig

taking flight.

The Eolo range has been

extended to feature Ben 10 Alien

Force products including shaped

kites, diamond kites, key ring kites,

mini kites, glow helis and light

discs. There is also a line of pop-up

kites that spring into shape in two

seconds, with no loose struts. The

mechanism is as easy as opening

an umbrella.

Also new for 2010 is a range of

Disney swimming gear, including

goggles, swim floats and

snorkelling sets plus the Disney

Wall Walkers. Simply throw Mickey

and friends against a window or

wall and watch as they climb down

the window in their own way.

Brookite is also now stocking a

collection of Aerobie products from

the award-winning Pro Ring,

through to the Dogobie, ideal for

giving the family dog a workout.

For more information on any of

these products please call

01837 53315 or email

[email protected]

BROOKITESUPPLIER/MANUFACTURER01837 53315

Advertisers■ Character Costumes & P.O.S.Rainbow Productions 0208 254 5300

■ Point of Purchase ManufacturersDaytona Visual Marketing 01827 54551

■ Suppliers/ManufacturersBrookite 01837 53315

Cambridge Brainbox 01279 821 333

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Marketplacewww.toynews-online.biz | Advertising: +44 (0)1992 535 647

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At Richard Edward, we produce over 40 million promotionalplaying card and games card packs each year for our clients.

Fully integrated UK manufacturing facilities

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trading

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■ Toy Suppliers

68 TOY TALK

TOYTALKTOY TRUST TEAMSTRIATHLON TRIUMPHTOY TRUST triathletes braved soaringtemperatures and dreadful costumes tocomplete this year’s three-stage fund-raiser at Rutland Water.

Even the slightly-longer-than-advertised '5K' run could not wilt thespirits of determined participants whohad already completed the 18 mile cycleride around the reservoir. The Vividteam decided to add a few miles on totheir ride and were last seen headingtowards Aberystwyth.

A competitive Hasbro collective wasthe overall winning team, while theBTHA's Matt Jones won the running raceand Learning Curve's Clive Woostermanaged to finish dead on the one hourand 42 minute mark for the bike ride,making him the winner of that.

BBC Worldwide's team managed tobuild one of the few rafts that stayedtogether in the water to win the raftrace. Some £25K was raised on the daywith more money still coming in.

JULY 2010

JULY 2010

www.toynews-online.biz 69 TOY TALK

70 TOY TALK

TOYTALKHERECOME THEBELGIANS!ACTUALLY, THERE were noBelgians, but there werePortugese, Brazillians, Mexicansand assorted other World Cup-based collectives at the annualArgos Charity Fundraiser for theTeenage Cancer Trust, whichonce again held an It’s aKnockout style tournament forsuppliers at Horwood House inBuckinghamshire.

Teams were mixed andmatched, with the Japan teameventually triumphing ahead ofPortugal and Brazil. TheAustralian collective brought upthe rear.

The evening was capped offwith the much appreciatedarrival of a van full of fish andchips for famished, foam-covered, competitors.

Some £6,000 was raised onthe day, topping last year’s£4,000. Sponsors includedBandai, Character Options,Flair, HTI, Hasbro, Lego, Mattel,Megabrands, Tomy, Vivid,Vtech, MGAE and Spinmaster.

JULY 2010

The rules of the chickenrun are explained.

IMC’s Jon Gregory takesisotonic refreshment.

Adam Yaffe of Martin Yaffestays remarkably dry.

Competitors patientlywait for Stuart Hall tostop laughing.

MV Sports’ Phil Ratcliffeconquers the foam.

JULY 2010

Warner Bros’ Paul Bufton showshis leadership/skiing skills.

Good teamwork from theplucky Spanish.

Here come the Brazillians...

Argos’ Ian Chaplin says aword of thanks.

The plucky Aussiesclinched last place.

The Mexicans celebratemid-table respectability.

WowWee’s Graham Sparktreats the wounded.

MGA’s Andrew Laughtonbecomes a casualty.

Good ball handlingfrom Sally Plumridge.

www.toynews-online.biz 71 TOY TALK

72 TOY TALK

TOYTALKNew distributor for Rubik’s, denial from Hobbygames boss and has the toy industry missed an opportunity?...

JULY 2010

INCREASING CHINESE LABOUR rates,higher costs for resin and packaging andforeign exchange issues are some of thechallenges facing the toy industry this year.

But it doesn’t seem to have unsettledMattel too much, with bosses confirming asales growth target this year in the low tomid single digits, gross profit of 50 per centof revenue and operating profit of 15-20 percent of revenue. You’d settle for that,wouldn’t you?

Further encouraging news comes withToys R Us gearing up for what could be oneof the biggest retail IPOs in recent years,raising about $800m. The IPO papers reveallittle about bricks and mortar expansion butdo confirm aggressive online plans. Withvirtual sales of $602m, the firm will begrowing its international e-commerce base."Our global e-commerce platform alsoprovides the potential to enter newinternational markets where we do not haveany physical stores," said CEO Gerry Storch.

Storch helped to generate about 50 percent more profit from the company last yearbut his compensation shot up 100 per centto $4.7 million. It’s almost as if therecession never happened in toy world asbanker style remunerations abound. Whatbetter way to celebrate these retro-stylebonuses than with a glut of comeback toys?Thundercats and Voltron are the latest1980s brands set for a comeback.

However, it’s new IPs that are still theultimate goal and, for the first time in itshistory, Mattel is launching a concepttargeting tween and teen girls bringingtogether trendy teenage descendants offamous monsters in a high school.

Tim Kilpin, GM of Mattel Brands said:"With Monster High, we are confident thatthrough the development of relatablecharacters and clever storytelling, thisproperty will resonate with girls of allages."

Someone’s been watching Twilight.

JonSALISBURYObservations froma toy industrysurvivor....

HOBBYGAMESDENIES SALEHOBBYGAMES’ boss John Maitland hasstrongly denied rumours that the firm isin administration and quickly seeking tofind a buyer.

Sources said Begbies Traynor hadbeen appointed as the administratortasked with finding someone to acquirethe toys and games distributor, butMaitland flatly denied it to ToyNews,saying: “We’re continuing to trade.”Although he did admit: “I’ve been tryingto sell the company for ten years”.

JOHN ADAMS TAKESON RUBIK’S CUBEJOHN ADAMS has been appointed to distribute theRubik's range of puzzles and games in the UK.

The deal, signed with Seven Towns, the worldwideowners of the Rubik brand, will see John Adams andToy Brokers distribute the range from January 1st 2011.

David Hedley Jones, senior vice president, Rubik'sBrand, Seven Towns,said: “We are pleasedto welcome JohnAdams & Toy Brokersto the global Rubikfamily of over 80 retaildistributors and lookforward to workingwith them on theRubik’s range ofpuzzles and gamesfrom 2011 onwards.”

Bob Duxbury

Who are your current agencies?Meccano, Gibson’s, Rebel Toys,KSG, Pocketbond, Artesania andSomerset Entertainment

What ranges do you deal with?Various pre-school to adultgames

What regional area do youcover?The North of England, down toSouth Yorkshire

How many retailers doyou deal with?About 70

What do you enjoy most aboutbeing an agent?The variety of products I sell,meeting different people everyday and, of course, theToymaster Show

What car do you drive? Peugeot 407

What’s your sellingsecret/ top tip?Honesty gains you a customer’strust that lets you sell theproducts that are best foreverybody

What’s your favouriteservice station?The one with the cheapest fuel. Isometimes use the roadsidecafes that the HGV’s use

Do you have any funny/strange/ interesting storiesfrom the road?I used to sell fireworks and onone particular call the customerasked if we could let one off tosee how good they were. Wewent into his back garden and Ipassed him a packet of airbombs, he quickly pulled one outof the packet, pushed it in thesoil and lit the fuse.

I hadn’t realised that in hishaste he had broken the spike

off and pushed it in the groundupside down. What normallygoes up and BANG in the airblew a big hole in the groundand left us both with ringingears. And on that he said, “I’llhave a gross of them”

AGENT PROFILE IN ASSOCIATION WITH

MyFavouriteThings

Ashley Holman,Account Manager,Nickelodeon ConsumerProducts UK

Favourite album: Matchbox 20. More ThanYou Think You Are.-------------------------------------------------------------Film: From Russia, With Love.------------------------------------------------------------------------------Website: Facebook. As my social life sadly cannotfunction without it.------------------------------------------------------------------------------Hero: A combination of Richard Branson for his businessacumen and SpongeBob SquarePants for his carefreeand fun-filled approach to life.------------------------------------------------------------------------------Book: Flashman by George MacDonald Fraser.------------------------------------------------------------------------------TV programme: The Apprentice, Spooks or any of thefine productions made by Nickelodeon obviously.------------------------------------------------------------------------------#1 single when you were born: Is There Something IShould Know? by Duran Duran----------------------------------------------------------Magazine: GQ, as it has the perfectcombination of lovely ladies andinteresting commentary.-----------------------------------------------------------Holiday destination: Sri Lanka was amazing.------------------------------------------------------------------------------Pet: Californian corn snake called Claudia.------------------------------------------------------------------------------Game/toy: As a boy it was toy cars, now, the real thing.----------------------------------------------------------------Food: Chateaubriand(greedily, all to myself though).-----------------------------------------------------------------Tipple: Guinness for a cold day, Kronenbourgfor a warm day and gin for a drunk day.------------------------------------------------------------------------------Way to spend a weekend: Having won the morning’shockey match, celebrating with the plus-one and a groupof friends over lunch which rolls into dinner and beyond.

JULY 2010

73TOY TALK

PRICE IS RIGHTFisher-Price enjoyed a strong turn out of new and expectant parents at TheBaby Show event at the NEC. With over 20,000 in attendance over the threeday show.

TV presenter, Katy Hill, showcased the Fisher-Price product range in aninterview on the show’s stage, as well as making an appearance on thecompany’s new stand complete with interactive play zone.

Wendy Hill, senior marketing manager, Fisher-Price, explained: “ The showhas been a great success, with some great feedback from parentsthroughout the weekend. We’re very much looking forward to continuing tobuild the relationship with The Baby Show to further showcase the Fisher-Price brand at the forthcoming Earl’s Court event.”

LOST ‘ZELASThey might be irritating in theextreme to anyone not used toAfrican football coverage, butsurely the toy market missed atrick with the vuvuzela? Surelythat should have been theproduct that kept the toyindustry going this summer?Know what? Ironically, we blew it.

JULY 2010

74 FEATURE PLANNER

Editorial deadline: Call for details Advertising deadline: July 16th

AUGUST

TOYNEWS’ AUGUST issue will

carry a round-up of what’s new

in plush. Innovation continues

to grow the category, with

constantly updated technology

making feature plush

increasingly interactive and

exciting, and new licences

growing the products on offer.

Also included in the August

issue is the construction

feature, which focuses on the

bricks and blocks that make up

this popular product sector.

Finally, don’t miss the chance

to prove the Environment

Secretary wrong by highlighting

your eco-friendly ranges.

Got any events you would like to see added to the calendar? Email [email protected]

FORTHCOMING EVENTS

Editorial: 01992 535646 Advertising: 01992 535647

© Intent Media 2010 No part of this publicationmay be reproduced in any form or by any meanswithout prior permission of the copyright owners.ISSN: 1740-3308

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www.toynews-online.biz ToyNews is published 12 times a year byIntent Media ~ Saxon House, 6a St.Andrew Street, Hertford, HertfordshireSG14 1JA Fax: +44 (0)1992 535648 AUDITED CIRCULATION

Average Net Circulation:6,011 July 1st 2008 to June 30th 2009,

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Circulation &Subscriptions

AMERICAN INTERNATIONAL FALLTOY PREVIEWOctober 5th - 8thDallas Market Centre, TXwww.toyassociation.org

AUTUMN FAIRSeptember 5th - 8th NEC, Birminghamwww.autumnfair.com

TOYNEWS FIVESJuly 9thPowerleague, Barnetwww.topcorner.co.uk

BRAND LICENSING EUROPESeptember 28th-30th Grand Hall, Olympiawww.brandlicensingeurope.com

CHRISTMAS IN JULYTuesday July 6thThe Camden Centre, Londonwww.christmasinjuly.co.uk

Construction Toys ● Plush ● Green Products

KIND UND JUGENDSeptember 16th - 19thKoelnmesse, Colognewww.kindundjugend.com

THE LICENSING AWARDSThursday September 9th Lancaster London hotelwww.thelicensingawards.co.uk

Some seehalf full...

We see the wrong sized glass

Adding value to your business

Some see half empty...

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Documents

Toy News July - issue 107