Toy News 166 October 2015

Mattel

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Retail z Licensing z Pre-School z Marketing

15 CROWD CONTROLWe kick o the fi rst in a new series looking at crowdfunding success stories in the toy space

23 CRANE EVENTJohn Crane Ltds Jonathan Thorpe tells us about the fi rms succesful new doll launch

34 JUST DOO ITWarner Bros reveals why iconic canine Scooby-Doo is looking forward to a big 2016 in our industry

39 THE FORCE AWAKENSIn our 12 page special, we take a look at the products born from the upcoming Star Wars fi lm

No. 166 z October 2015

There has been a disturbance in the Force. Toy stores across the globe have been engulfed by the sound of Wookie cries, lightsaber battles and rolling robots. This month, ToyNews is embracing the Dark Side. Why? Because Star Wars is back, and if the toys are anything to go by, the Force is strong with this one

Star struck

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CONTENTS COMMENTRegulars06 News08 Campaign of the Month08 Playtime 09 NPD Analysis10 Industry Movers12 Industry Opinion15 Crowdfunding Focus68 Toy Shop UK90 Jon Salisbury

Features17 Kids Media Special23 Big Interview: John Crane

Licensing.biz25 News 29 Big Interview: DHX Brands30 Big Interview: ITV33 Big Interview: Nickelodeon36 Anatomy of a Blockbuster Brand: Teenage Mutant Ninja Turtles39 Star Wars: The Force Awakens special guide

Pre-school(sponsored by VTech Baby)63 News

Retail67 News70 Indie Profi le: Lighthouse Toys73 Sector Guide: Wooden Toys85 Sector Guide: Tech Toys

Yada Yada Yoda

I was in New York for Disneys midnight Force Friday launch. At Toys R Us in Times Square, I found myself lending Yoda a chewing gum, talking LEGO with Obi-Wan and crossing lightsabers with Darth Maul in the toilets.

A LONG TIME ago (last month) in a galaxy far, far away (Hertford), the ToyNews team fi nally gave in to Star Wars fever.

Ever since the whoosh of the Millennium Falcon in the fi rst trailer for The Force Awakens sent fans into a tizz, excitement has been building and now, with the toys unveiled and news that the fi lm has been brought forward a day for us lucky Brits, theres no escaping it.

I was in New York for Disneys Force Friday and Times Squares already impressive Toys R Us store had been kitted out with a whole host of classic Star Wars toys to serve as a reminder of the brands rich history in this space.

Plenty of fans poured into the store at midnight dressed up as characters. I found myself lending Yoda a chewing gum, chatting LEGO with Obi-Wan and crossing lightsabers with Darth Maul in the toilets.

This month, were keeping the Star Wars love going by shining a spotlight on the brands future in toys and games, as well as casting an eye back on what fi rst made the brand a titan in this space back in the late Seventies.

I was eight when The Phantom Menace came out, so that was my fi rst taste of Star Wars, both in terms of movies and merchandise. I liked the fi lm, loved the pod racing and played Star Wars: Super Bombad Racing on the PS2 far too much. Aside from that, I cant remember playing with the toys or games all that much.

It says a lot about the o ering for this years new fi lm that, at 24, Im actually excited about a whole host of toys, and it has nothing to do with this job. With products like Spheros BB-8 and RC Millennium Falcons, it also serves as proof that the licensed toy market can demonstrate as much innovation and ingenuity as any other sector in the industry.

But for those who cant tell Jabba from Jar Jar, we have plenty for you guys to sink your teeth into, including a comprehensive look at the kids media landscape, interviews with Warner Bros, ITV and DHX Brands on what theyre showcasing at BLE this month, as well as the bumper Nickelodeon supplement youll fi nd packed along with this issue.

To quote Yoda for a second: Fear leads to anger, anger leads to hate, hate leads to su ering. All four emotions were experienced in putting this bumper licensing issue together, but we think its a cracker, so do enjoy, and if youre visiting BLE, drop by our stand at H090.

Well be the ones quoting Star [email protected]

MEET THE TEAM

Billy [email protected]

Robert HutchinsDeputy [email protected]

Jodie HoldwaySales [email protected]

Carole EaglesAccount [email protected]

James MarionsProduction [email protected]

Nikki [email protected]

Mark BurtonManaging [email protected]

Follow us @toynewsonline WELCOME

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

Stuart Grant,The Entertainer

FionaMurray-Young,

Toys R Us

Linzi Walker,Argos

Brian Simpson, Toytown

Clare Barton,Sainsburys

Neil Mitchell,Shop Direct

Annalise Quest,Harrods

Steph Strike,Asda

Ben Redhead,Firebox

Alphonse Madamombe,

Maplin

Helen Gourley,Toy Hub

Miles Penhallow, Play-Room

Karla Mitchell, XBite

05 TN166 Contents_final.indd 1 9/25/15 17:54

NEWS

06 October www.toynews-online.biz

Future is bright for Minions, says H Grossman

The latest product from Crazy Cart creator Ali Kermani aims to bring the surfing experience to the ride-on sector

We hope to have more universities on board, targeting design students who have a real passion for joining the industry

By Billy Langsworthy

MINIONS HAS enjoyed a great 2015, and H Grossman sees no sign of the brand slowing down in the next 12 months.

Earlier this year, the firm told ToyNews that it anticipated Minions could surpass the success it enjoyed with Loom Twisters back in 2014 and the company has now revealed it has plenty in store for retailers to continue to sell

to fans of Despicable Mes breakout stars.

Minions has been great for our business and the brand compliments our core categories, Mark Walls, MD at H Grossman, told ToyNews.

The brand has a huge audience appeal. It is fresh, exciting and although it has a great appeal to kids, women also love them. There is a lot in the pipeline for the future development of this brand. H Grossman: 0141 613 2525

RipSurf to make waves in the UK in 2016

BTHA looks to record turnout for Toy Fair 2016s Student Seminar


THE BRITISH Toy and Hobby Association is hoping to have more universities on board than ever before for its Toy Fair Student Seminar in 2016.

Taking place during next years London Toy Fair on Tuesday, January 26th 2016, the seminar will once again oer university students from around the country the opportunity to hear from leading names in the toy design community.

Student attendance has significantly increased in the last few years and we now have 120 students from six universities across the UK - there wasnt a seat to spare in 2015, Kerri Atherton, communications and public aairs ocer at the BTHA, told ToyNews.

In 2016 we hope to have more universities on

board, targeting design students who have a real passion and interest for joining the industry.

For 2016, well be informing students about the many job opportunities available to graduates as well as giving them a chance to network with company representatives at the show.

The BTHA remains as committed as ever to its student seminar initiative as it believes the UK remains a vibrant source of innovation and creativity.

We have so many young, talented British design students and we think its paramount for the whole toy community to attract the best talent to our fast moving, highly fashionable industry in order to drive innovation and creativity, added Atherton.

If exhibitors or members are interested in speaking or meeting with any design students attending next years Toy Fair, email [email protected] to arrange stand visits. BTHA: 020 7701 7271


RIPSURF, the latest ride-on from Crazy Cart creator Ali Kermani, will land in the UK in March 2016.

Re:creation is distributing Razors RipSurf in the UK, and the new ride-on aims to bring the experience of surfing to consumers not lucky enough to have easy access to the coast.

The tagline is surf where you live, Kermani told ToyNews.

Surfing is such an awesome sport but its only been available to people on the coast. Were trying to open that up to everybody.

We tried to make it as suroard like as possible in the styling. The wheels have been design to carve and cut like a real suroard. You drop a rail and turn in that direction. It

also features an authentic foam traction pad and a wax-style traction bump on the front.

The product has been demoed to the core surfer community, where it has already been met with a positive response.

Weve gone down the same route as the Crazy

Cart in that weve gone to appeal to the core audience first, added Kermani.

We just got back from Surf Expo in Florida and it got an unbelievable reception. Its already a popular item and its got a bright future ahead of it.

Katy Fletcher, brand manager at Re:creation,

added: Ali comes up with these totally innovative products and I think itll be really well received when it launches at Toy Fair. It will be available from March 1st 2016. His passion shines through and the product looks awesome.

Neither Re:creation nor Razor are done with the

Crazy Cart just yet though, with new lines on the way, expectations are high that it will enjoy a very strong Christmas.

This Christmas is still about the Crazy Cart, added Fletcher.

Its gathering momentum every week. The TV advertising will kick in for it too. We also have our electric scooters that we are TV advertising too. Moving into spring, we have RipSurf and the new PowerCore electronic scooter.

Kermani added: Weve got some great stu on the horizon for Crazy Cart. Weve been doing a lot of consumer events and we are redesigning certain aspects of the line to play into what people are asking for.Re:creation: 0118 973 6222

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NEWS


LEGO Dimensions will evolve toys to life, says Warner Bros Firm believes the game will o er toy retailers a new hit collectable, thanks to future expansion pack purchases

New personalised picture book uses NASA technology to takes kids from outer space to their own front door

By Rhys Troake

WARNER BROS Interactive Entertainment has told ToyNews that LEGO Dimensions will evolve the toys to life category.

The fi rm believes that the game can bring the category to the next level and is a product that toy and game retailers should get behind this Christmas.

LEGO Dimensions is an entirely new entertainment experience that combines physical LEGO brick building

with interactive console gameplay using an innovative Toy Pad that will evolve the toys to life category, Spencer Crossley, sales and marketing director, WBIE UK, told ToyNews.

The fi rm also believes the game o ers retailers a new hit collectable, with future expansion packs set drive sales beyond the initial Starter Pack.

LEGO Dimensions o ers endless creative play and a fantastic value, added Crossley. Future expansion

pack purchases will continue to work with the Starter Pack, even in the fall of next year when other category o erings would historically launch entirely new Starter Packs. Well continue to evolve our product assortment, but everything remains compatible.

Our ambition is for LEGO Dimensions to not only evolve and lead the toys to life category into 2016, but to be the must have game this Christmas.CentreSoft: 0121 625 3388

Lost My Name aims for new heights with The Incredible Intergalactic Journey HomeBy Billy Langsworthy

LOST MY NAME, the fi rm behind the personalised picture book The Little Boy/Girl Who Lost His/Her Name, is aiming for new heights, literally, with its latest creation.

Titled The Incredible Intergalactic Journey Home, the new picture book takes children on a journey from the depths of outer space back to their own front door.

Our latest title takes personalisation to a completely new level, creatively and technically, Asi Sharabi, Lost My Name co-founder, told ToyNews.

Our fi rst book is personalised around the letters of a childs name, this time were using location. We take a child on

a journey from the depths of outer space back to their own front door. You could say that its a zoom in exercise, where the child starts out in vastness of the universe and zooms in closer and closer to their own home.

The experience is di erent for every child as aspects of the storyline and imagery are personalised based upon where they actually live.

Were using NASAs open source photography of outer space, and mapping technologies that enable a close-up fl yby of the childs actual neighbourhood and landmarks near their house.

The fi rm is confi dent that The Incredible Intergalactic Journey Home can match the success of The Little Boy/Girl Who Lost His/Her Name, a title that sold over

600,000 copies in more than 135 countries in just over two years.

The market for brilliantly executed, meaningfully enriching products for kids is infi nite, and the beauty of it is that it replenishes itself quite steadily year on year, added Sharabi.

We want to create a whole new publishing,

entertainment and commerce company that reaches parents and kids all over the world.

Looking forward, the fi rm has international versions, new stories and even licensing in the pipeline.

2016 will bring more books in more languages and a few more surprises that will help make bedtime more

magical around the world, continued Sharabi.

Well continue to roll out The Little Boy/Girl Who Lost His/Her Name to even more countries, including Russia and East Asia. Well be doing the same with The Incredible Intergalactic Journey Home, starting with English speaking markets then beginning to translate the story into additional languages.

Were also working on brand new stories and some product extensions - both physical and digital.

Licensing is something we wish to explore in the coming year. If we go down this route it will be with a carefully selected products/companies who get what were trying to do as a brand.Lost My Name: www.lostmy.name

Introducing Cartamundis new magic range

EMAIL: [email protected]: +44 (0)12 68 51 15 22

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CAMPAIGN OF THE MONTH / PLAYTIME


Monster High

Playtime

The school for ghouls returns this autumn as Monster High opens its doors for a brand new term, bringing with it a new line of fashion dolls, along with the first ever musical film. Here Mattel details its latest push for the brand

CONTACT n Mattel: 01628 500205 n www.mattel.com

A SCHOOL FOR stylish ghouls, Monster High empowers girls to express their individuality and form lifelong friendships.

A bona fide pop culture phenomenon, with more than 140 million views worldwide and standing as the number three UK fashion doll, Monster High has become an evergreen property for Mattel.

This autumn sees a new term for the ghouls of Monster High with the release of a new entertainment title, BooYork BooYork.

The first ever musical from Monster High, BooYork BooYork follows the ghouls as they take a trip to the big city.

The musical film release is supported with a new

range of characters and toy lines, including Luna Mothews, Elle Edee and Mouscedes King, who are set to showcase their dierent fashion choices and accessories.

To celebrate the musical extravaganza, girls have been given the

chance to showcase their talent in the Sing to Win competition, with a major partnership with POP and singer Dionne Bromfield.

Girls simply have to send in their version of the films title track to be in with the opportunity of having their song professionally

recorded, with Bromfield aiding them along the way.

The campaign will be amplified through a major partnership with POP TV with the competition and promotional spots running until October 18th.

The campaign will also be supported by an

extensive marketing and retailer programme, which will include an extensive product TV campaign, along with social media, mummy blogger reviews and competitions in key girls press.

Mattel is working closely with its retail partners to develop programmes that will work for shoppers.

The firms channel strategy aims to target consumers with the right products for the right shopping occasion.

The campaigns are being complimented with a 360 degree marketing campaigns, including TV, digital and PR, making sure Mattel can connect with its customers at the most appropriate touch points.

Generation Media takes a look at how childrens channels are performing against key demographics compared to total TV

ToyNews PlayTime is provided by Generation Media 0207 307 7900 | www.generationmedia.co.uk

n This edition examines how the total childrens channel set are experiencing growth against all key demographics compared to total TV.

n Notably, the childrens channels are providing an opportunity to target mums over the shoulder, with HWCH0-3 viewing to these channels up by 29 per cent YoY. This may not be a surprise judging by younger channels such as Tiny Pop, Disney Jr and Nick Jr experiencing YoY increases in terms of commercial impacts of approximately 107 per cent, 30 per cent and 20 per cent respectively.

n Considering the fact that only a quarter (24 per cent) of all advertising on childrens channels in July was toys and games commercials, it is not surprising that stationshave capitalised on their

performance against adult audiences.

n Despite there being a

rise in childrens viewing to childrens channels, kids viewing to all TV is down by 1.9 per cent. As the other

demographics remained flat or had grown YoY, we can surmise that it is the older 10 to 15 audience

that has caused the drop o. This could be an eect of children moving from TV to the second screen.

-5

0

5

10

15

20

25

30

35

-1.9%

10.3%

6.1%

11.6%

0.8%

9.2%

1.8%

10.0%

-0.2% -0.1%

8.5%

1.2%

15.1%

28.8%

All TV Childrens Channels

CH CH4-6 CH4-9 B4-9 G4-9 HWCH0-3 Individuals

January 1st - July 31st 2014 vs 2015

Year

-on-

year

cha

nge

in E

q. Im

pact

s as

a %

of

all T

V Im

pact

s

Source: BARB,

September 2015

08 TN166 COTM/Playtime_v3.indd 1 9/24/15 16:03

NPD RESEARCH


Action figures enjoy resurgence as value growth continues

Retail Sales Trends

DESPITE THE less than stellar weather in August, the UK toy market continued to grow in value for the eighth month in a row, up three per cent.

Volume was down five per cent as the market continues to be impacted by last years high volume summer craze, Loom Bands.

Nine of 11 supercategories were in growth for the month, with plush the fastest growing for the second month in a row. Despicable Me/Minions and Bing continued to drive the category, up 19 per cent.

The biggest winner so far this year is action figures, which has seen a real resurgence and has added over 16m so far this year.

For August, action figures was up 11 per cent with film properties continuing to play a major role in the category.

Avengers remains the number one property for the month with value three times up on August 2014 sales.

A new launch in the last few weeks, Thunderbirds, with the new TV series, has also performed well

and was the number five property for August as well as the top property in action figure play-sets and accessories with the new interactive Tracy Island.

Minecraft also remains a key property with low price oerings such as the blind packs performing well across the total market.

Action figures is the most heavily licensed of all the supercategories with 80 per cent of total sales spent on a licence year-to-date, said Jez Fraser-Hook, practice director of NPD Groups toy business in the UK.

While new film releases such as Avengers: Age of Ultron, Jurassic World and Minions have been contributing to sales this year,

old film properties can impact the action figure market for 12 months after cinema releases, as shown by continued strong Transformers and TMNT sales

this year. Hot new TV shows also

perform well, with the historic example of Ben 10 and the latest launch of the Thunderbirds Are Go series. However, the big interest in action figures over quarter four this year will surely be

Star Wars. With new product relating to

The Force Awakens only released on September 4th, at the time of writing its too early to say how strong the sales will be for this one, but it is a safe bet that a few lightsabers will be on Christmas wish lists this year.

Notes: All participating NPD retail data suppliers provide weekly data via epos systems. NPD figures are not projected to represent non-participating retailers but provide 100 per cent of the sales from participating stores. Epos sample includes the following retailers: Amazon.co.uk, Argos, Asda, Boots, Debenhams, ELC, Firebox, Freemans, Grattan, Halfords, Hamleys, HMV, John Lewis, Marks & Spencer, Mothercare, Next, Play.com, Sainsburys, Shop Direct, Tesco, The Entertainer, Toys R Us, Toymaster, WHSmith, Wilkinsons. NPD estimates that the epos now accounts for 78% of the total toy market.

01932 355 580

UK RETAIL SALES TRENDSAugust 2015 ( sales value) August 2015 (Unit sales volume)

2. Shopkins Pack of 12 Flair 2. Hot Wheels Basic Car Assortment Mattel

3. SmarTrike 4 in 1 Trike Assortment Mookie Toys 3. The Simpsons Minifigures LEGO

4. The Simpsons Minifigures LEGO 4. Play-Doh Single Tub Assortment Hasbro

5. LEGO Ninjago Airjitzu Assortment LEGO 5. LEGO Mixels LEGO

6. All Surface Swingball Mookie Toys 6. Play-Doh Classic Four Pack Hasbro

7. Hot Wheels Basic Car Assortment Mattel 7. Minecraft Mini Figures Blind Pack Mattel

8. Disney Frozen Elsa Sparkling Ice Castle LEGO 8. Jurassic World Sticker Pack Panini

9. Paw Patrol Vehicle and Pup Spin Master 9. Disney Frozen Three Stickers Panini

10. Shopkins Five Pack Flair 10. Despicable Me 2 Minion Surpise Geemac

1 1Shopkins Two Pack Flair Shopkins Two Pack Flair

Properties

Sales

Average toy price

Best item progression August 2015

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

Thunderbirds Interactive Tracy Island Play-set (Vivid)The toy range based on new series Thunderbirds Are Go has been met with excitement from all corners of the industry, and this play-set has taken o too, jumping from 338 in the July rankings to number 37 in August.

August 15: 7.86

August 14: 7.27

Source: NPD

YTD2014

YTD2015

3%

09 TN166 NPD_v3.indd 1 9/23/15 10:00

Golden Bear n The fi rm has appointed KATHERINE PIERCE

as senior licensing and marketing manager.

Formerly head of marketing and licensing at Jumbo Games, Pierce will lead the expanding marketing team as well as being responsible for sourcing new licence acquisitions for the company

and managing existing licensing relationships.

She will also be actively supporting the sales team in line with new license and marketing initiatives.

HTI n The Independent toy manufacturer and distributor has

appointed ALISON DOWNIE as global licensing director.

Downie brings a wealth of experience in the childrens toy market gained from over 30 years in the industry.

She joins HTI from Golden Bear where she headed up the product development function and managed licensing for the company.

In her new role at HTI, Downie will be responsible for identifying, developing and negotiating new license opportunities for the company on a global level as well as managing the frims existing licensing business relationships.

Import Dragon n Imports Dragon has announced that RICHARD DESROCHES

has joined the organisation as director of brands.

Desroches will be responsible for growing the company product portfolio and strengthening growing market share of popular brands such as Shopkins,

NHL fi gures and new upcoming brands.

Desroches joins Imports Dragon with experience leading sales and brand teams at Spin Master, Dynatech and Crazy Frenchman Inc. over the last 12 years. His past experience and knowledge of the toy industry will be leveraged to help nurture the growing company both in Canada and the United States.

Anki n The robotic toy company appointed a new chief revenue o cer, ahead

of the launch of its battle-racing game, Anki Overdrive.

Former Electronic Arts veteran MARK BRADLEY has joined the fi rm where he will be devoted to accelerating the companys international expansion and establishing Anki as a household name in consumer robotics.

His appointment aims to cement Anki as a

pioneer in the gaming and entertainment industry, blending video gaming with toys through robotics and AI.

Bradley is a 12 year veteran of the games industry, having previously served as vice president for Asia Pacifi c at EA and having worked on titles including FIFA, Battlefi eld, Need for Speed, Plants vs. Zombies, The Simpsons and Star Wars.

West Design n As part of a restructuring and streamlining policy, the fi rm has

welcomed a new head of sales, MARK JEFFRIES.

Je ries was recently director of sales at Vital Pet Products, managing a portfolio of over 28,000 products going to more than 2,500 customers.

Beforehand Je ries operated as sales director at Helix, supplying to stationery, o ce, education and craft channels.

APPOINTMENTS


This month, Cheatwell announces several new appointments, HTI hires a new global licensing director, Anki appoints a new chief revenue o cer ahead of the launch of Anki Overdrive and Sambro is our team of the month

Industry moves

Whos in the team? Tom Du y (managing director), Nikki Samuels (licensing director), Jeremy Clynes (trading director), Brian Robinson (fi nance director), Carl Woodthorpe (operations director) plus a team of 110 employees in across our Bury Head O ce and warehouse.

What have been your biggest successes of the last 12 months?Our Minions ranges have performed phenomenally throughout the whole year and the popularity of Frozen shows no signs of waning.

We have also TV advertised some key lines already this year, which have increased demand for product.

What are you working on at the moment?We have an abundance of new licensed ranges coming up for 2016 including our new Star Wars collections as well as exciting new additions to lots of our ranges. We are also bringing in a raft of new distribution lines on the back of a successful 2015 in this area.

Whats the hardest part of working in the toy industry?

The toy industry is extremely fast paced and you have to be able to think on your feet and immerse yourself in all aspects of the industry to truly understand it and deliver the best products. While this is can be hard, its most defi nitely fun and highly rewarding.

Whats the best part of working in the industry?No two days are ever the same and we cant think of a more exciting industry to be in. Now that we have expanded so much, the best part is being able to take a product from conception to completion

so right through design, tooling, manufacture, sales and marketing to the fi nal product on shelf.

Whos the o ce joker?Paul Cook in our sales team.

Who makes the best cuppa?Nikki Samuels (as nominated by himself!)

TEAM OF THE MONTH: SAMBRO

Cheatwell Games n In preparation for a new period of company

growth, Cheatwell has appointed three new team members to drive UK sales. MARK JONES (top left) has been appointed as head of UK sales. As well as

managing the sales team, Jones takes responsibility for majors and multiples. CHRIS WEBB (top right) brings a wealth of experience and is tasked with helping the network of UK agents deliver objectives as well as developing national accounts. Elsewhere, RACHAEL WYATT, brings her blend of creativity and focus to bolster PR and marketing as well as utilising her toy industry experience to manage a number of national accounts.

10 TN166 People_v3.indd 1 9/24/15 16:19

Untitled-1 1 9/9/15 12:47

Manufacturing movementsSteve Reece takes a look at how the world of toy sourcing is accelerating away from China, following the dimishing factory output spurred the fall of the Yuan

SINCE I last wrote about manufacturing, things seem to have moved on rapidly in the world of toy sourcing. There has been a general trend over the past decade or so for companies to look at alternative sources outside the toy manufacturing heartlands of South Eastern China.

There have also been some moves to set up new facilities in other Asian countries, albeit limited in scale thus far.

However, as with all things, necessity often accelerates things which sit in the important but not urgent pile. Im getting a definite sense that this may well be the year that leads to an acceleration of

toy manufacturing moving away from China.

In the past few months Ive been approached by four separate companies asking us to help them find reliable and cost eective manufacturing sources away from the seemingly ever-spiralling labour costs in China.

Weve seen factory output figures in China down by a double figure percentage year on year for some key months of the year, which is at least partially due to a drop in demand from the Eurozone due to the weakness of the Euro against the USD.

The recent devaluation of the Yuan currency by way of reaction to this

diminished factory output will certainly supply some short term respite, and protect demand to a degree, but it can only be a temporary measure, and sadly oers little hope

of a long term solution to the fact that Chinas manufacturing driven economy can no longer be relied upon for the highly competitive costings we were so used to in the past.

Whenever I look at a toy factory in operation, it always surprises me how manual the manufacturing process can be for certain types of toys. And so when we come to look at viable

alternatives, the first factor we need to look for is cheaper labour costs than China, which brings India, Vietnam, Thailand, The Philippines and other Asian countries into the frame.

The challenge of course is how these countries can quickly fill the void in terms of education, expertise, supply chain and QA. Were finding that those audit friendly factories who can prove that they are reliable and more cost eective are quickly filling spare capacity, to the degree that some of them are even turning business away.

There are some amazing opportunities ahead for manufacturing entrepreneurs in these countries in the next decade or so. For now China remains the dominant force in toy manufacturing, but for how long it can remain so is an ever more uncertain question.

Steve Reece runs a leading consultancy delivering consumer research and manufacturing sourcing services to toy and game companies. Contact him via www.KidsBrandInsight.com

On trendVeltas Andrew Dunn explores how choosing the right logistics company is key for firms, especially those dealing with some of the worlds biggest trendsetting brands

WITH EVERYTHING from films and musicians, celebrities, sports teams and food and drink company brands being featured on an ever growing range of products, the licenced branding industry is now a $241.5 billion global business.

But how do you ensure that you have an eective and ecient supply chain for the delivery of your products from the manufacturers to the end consumers?

Whether youre supplying merchandise for a big film release or products featuring the celebrity of the moment, you dont want to miss the boat.

The need to capitalise upon sales before the next

fashion takes over is no more apparent than in the licenced branding industry.

A good logistics company will have an understanding of the importance of ensuring that your products are at the right place, at the right time.

To meet your scheduled deadlines it is possible to ship goods over in advance and store in a customs bonded warehouse, such as that provided by a 3PL like Velta.

By utilising a bonded warehouse, you are not liable for the payment of duty until the product is moved to the retailers.

This enables you to store your products nearer to the final destination ready for

launch. If you are moving goods out of the EU, no duty will be payable at all.

The Warehouse Management System operated by a 3PL provides access to accurate stock levels in real time, enabling you to ensure that you are keeping up with the demand levels for your goods, and are able to arrange additional shipments accordingly.

What, however, if media attention gives rise to unprecedented demand?

Air freight provides a good solution for getting your time critical products to retailers fast and eciently; to speed up the clearance through customs, look to source an

AEO accredited company who will receive priority service from HMRC.

Companies like Velta will ensure the smooth transit of licenced branding products through requesting relevant documentation for customs in advance, such as the proof of the licence, necessary for customs clearance.

The provision of dedicated customs teams in organisations such as our own enables the provision of advice on up to date rules and regulations regarding imports, declaration requirements, duty and VAT.

Trading with new licenced brands or new

branded products? Shelf space in retailers is of an essence and it can be a cut throat business to attempt to get your product to store.

Utilising fulfilment services oered by a 3PL helps to establish new brands and new products developed for already established brands.

Whether you own a brand or produce branded products under licence, sell via e-commerce or in store, one thing is for certain.

A professional, reliable shipping and logistics company can help protect your brand identity by delivering complete orders on time, in good condition.

Its simply the sign of a good brand.

Andrew Dunn is head of global contracts and tenders at Velta. He can be contacted at [email protected]

OPINION


There are now some amazing opportunities ahead for the

worlds manufacturing entrepreneurs over the next

decade or so.

12-13 TN166 Opinion_final.indd 1 9/25/15 18:49

Toddlers and technologyCHILDWISEs Jenny Ehren reveals the fi rms latest data regarding how pre-school children are starting to fully embrace both tablet computers and touch screen technology

ACCESS TO media is growing year on year among pre-schoolers.

Tablet computers and touch screen technology in general, have made a signifi cant impact on all age groups, but most notably among young children and toddlers.

The latest fi gures from the CHILDWISE Monitor Pre-school Report show that 73 per cent of children under fi ve use these devices, up from 27 per cent in 2012.

Pre-schoolers appear to have rapidly adopted the tablet. It has quickly emerged as a most wanted device for children, even among the very young and parents have encouraged this,

considering tablets and the games and apps on them as a great way to keep small children entertained and provide a learning benefi t.

The length of an average session is testament of parents approval, with toddlers typically entertained for around one and half hours at a time.

Greater access to on-demand services is undoubtedly a contributory factor in the length of these sessions, along with the creative world of games and applications.

One in six pre-schoolers also use a tablet or computer to video call family and friends.

The report shows how pre-school children

and their parents are increasingly focusing their viewing attention towards on-demand services. Three out of fi ve households now use these to some extent.

This generation of children is growing up with the internets new mode of serving and searching for content, and they can decide what they want to watch and when. By age three to four, the majority are using these services to access their favourite TV shows.

Pre-schoolers account for around a third of all children under the age of 16 and are an important demographic, both in terms of numbers and because these are their earliest years, when patterns of

behaviour and attitudes are fi rst established.

Studies have previously shown the older the child, the greater the likelihood that they will own and use computers, smartphones and the internet.

However, this new report breaks the traditional correlation previously seen between increasing age and device ownership.

More than a quarter of pre-schoolers have their very own computer or tablet, according to the new data. One in two use a mobile phone.

The number using apps has soared since 2012 with more than half now using them. This rapid take-up and usage by such

small children reveals how important truly intuitive technology now is.

New technology is becoming more accessible to very young children because it doesnt need a manual, it can be operated easily and instinctively.

The CHILDWISE research shows that by the age of four, most youngsters are self-su cient on a tablet or computer and a signifi cant minority are becoming independent players across the spectrum of mobile phones, TV and the internet.

Constant access to technology is here to stay, and it seems that pre-schoolers and their parents have embraced this like extra toppings on a dessert.

Jenny Ehren is a research manager at CHILDWISE. The annual CHILDWISE Pre-school Report talks to more than 1,000 parents of 0 to four year olds, asking about their childrens media use and parents spending habits (www.childwise.co.uk/reports).

Not just for ChristmasLearning Resources Chris Beardmore explains how the growth of the educational toys market is ensuring the sector is no longer just a seasonal hit

EDUCATIONAL TOYS are becoming more common place in High Street retailers as parents and teachers look for products with added educational value to support their childrens development.

Retailers now have the chance to support valuable learning experiences with a range of truly quality educational products.

In the lead up to Christmas, educational toys make ideal gifts as their hands-on nature and durability encourage interactive play experiences that will keep children engaged throughout the entire Christmas season.

All too often, must-have toys are a fi ve minute wonder, and the cardboard box can sometimes o er more play value than the actual toy.

Educational toys, with their traditional values and contemporary designs, engage children with real-life themes and can involve the whole family.

Learning Resources brings over 21 years experience to the educational toy market and as we like to say, we are only ever one step away from the classroom.

We work closely with education professionals to ensure that our products provide added value by reinforcing key skills for

EYFS, Key Stage 1 and Key Stage 2 across core learning areas such as science, maths, construction and creative play.

In an increasingly digital world we provide hands-on

physical play experiences that bring the magic of learning to life

With varying price points from pocket money toys under 10 to larger toys

such as construction sets and science tools over 30, our products appeal to both children and parents with varying budgets.

We continually review the feedback we receive from

parents, teachers and the press, to ensure we deliver educational value within our products.

The educational toy market is growing and

feedback from consumers suggests parents want added value in their products. This means toys that will educate children as well as entertain them.

Within Early Years, we have recently launched three new numeracy board games and our award winning Gears! Gears! Gears! construction ranges have two new additions that are set to perform well over the Christmas period.

Taking all of the above into consideration, we at Learning Resources strongly believe that an educational toy is not just for Christmas, as it will instil a love of learning that lasts a lifetime.

Chris Beardmore is the UK trade retail sales manager at Learning Resources. He can be contacted on [email protected].

OPINION


In the lead up to Christmas, educational toys make ideal gifts as their hands-on nature will keep children engaged throughout the

entire festive season.

12-13 TN166 Opinion_final.indd 2 9/25/15 18:49

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Crowd controlThe world of crowdfunding is playing an increasingly important part in deciding which toys end up in the hands of consumers. This month, we kick o a new series looking at projects currently being backed by the public but fi rst, Toyologys Peter Jenkinson explains why it deserves to be taken seriously by our industry

MyFamilyBuildersRobert Hutchins talks to Tom Mandeville, founder and CEO of the recently funded MyFamilyBuilders, a wooden toy project that aims to truly refl ect the diversity of di erent families across the globe

GETTING ANY invention under the protruding facial feature of a toy or

game company exec that can make a decision, be that positive or otherwise, is tricky business.

Be you an orthodox inventor, more of a crack-pot creator or even a complete chancer, getting playthings from the back-of-a-fag-packet to shelf has notoriously, and historically, been lengthy and laborious.

All hail crowdfunding. Its given our industry more of a shake than the much hyped 3D printing crisis that was about to engulf the toy market and change

it beyond anyones control (never did, never will).

The extraordinary sales success of Cards against Humanity and the millions raised by Exploding Kittens on Kickstarter have helped a new genre of category, badult, to be born, and that is no mean feat.

Over on Indiegogo, weve seen ten of millions of dollars poured into all manner of playthings from drones to kids carts and plenty in-between.

Established brands have also been taking to crowdfunding of late and, while it may seem head-

slappingly obvious that its a less risky fi nancial path to take, there is huge value to be derived for any existing toy player.

We have Hasbro teaming with Indiegogo, not looking to raise cash, but instead tapping into the vast ideas network which exists there.

Hasbro can pick the top ideas that are now being crowdfunded and the winner gets a stack of cash and time at its HQ fi ne tuning the win.

A no brainer and a great initiative by the Hasbro marketing machine.

Stacks of PR, and a ton of ideas in return for a drop in the ocean amount of cash.

But is this latter approach at risk of sullying the spirit of crowdfunding?

Well, it changes the landscape somewhat but the pace of change likely means a major player might one day have an entire platform devoted to getting the next big idea.

In fact, one might well buy out a platform like the purist toy player Toybacker. If they do, Im surely due a cut for this marvellous match-making.

CROWDFUNDING FOCUS


Platform: KickstarterGoal: $25,000Amount raised: $27,516 Campaign status: Finished

Why did you guys choose to use Kickstarter?Kickstarter allowed us to try to get the necessary funding, but it also helped us create a community with the people that decided to back our project.

The relationship we generate with the backers is very di erent than the relationship a company develops with their consumers. We listen to their recommendations and comments.

Kickstarter also allows us to test the concept behind the toy, the communicational tone

and the price point. The campaign for us is not only a way to get funded, its also an ongoing research; thats why we changed the title of the campaign and the images of it several times to try to learn from it.

How have you found the crowdfunding experience?

The experience is amazing. A great aspect of the experience is the relationship that you establish with the backers and other Kickstarter project owners. When we begun the campaign, we were a team of six professionals. Now it feels like we are a team of 347 people. Sure, not all of

the 347 members actively participate all the time, but all of them are helping one way or another, and at the end of the day, we know we are now a bigger team.

How can UK distributors get on board?We would love to get in touch with all the UKs educational toy distribution companies that would like to carry the MyFamilyBuilders toy set.

Why should the UK market be excited by MyFamilyBuilders? We are the only toy makers around the globe developing a fun, educational toy to help children, parents and schools embrace family diversity through play.

We are letting new generations learn through play that families come in all shapes, colours and sizes and that it all counts and that its good and desirable. It is important we remove the existing biases for the next generations to come.

MyFamilyBuilders fi ts in perfectly into todays UKs multicultural reality, especially in schools.

Whats next for you?We will begin manufacturing this month. For the future, we are already planning a second edition with some brand new characters.

We plan to be present in the next NYC Toy Fair to get into the US market and are also looking for distribution in the EU. [email protected]

15 TN166 crowd funding_final.indd 1 9/25/15 11:03

Untitled-2 1 9/17/15 16:28

Hot o the press Redan Publishings joint MD Julie Jones tells Rhys Troake why print media is an educational alternative to TV and other screen-time activities and has the potential to create a genuine buzz about desirable new toys

What can childrens print as a medium o er toy fi rms?Magazine advertising compliments any marketing programme as the environment of the magazine lends credibility and longevity to the campaign, strengthening its impact.

Buying a magazine involves an active choice from parent and child. Children love the characters and see them as their friends and parents perceive magazines as an educational and positive alternative to TV and other screen-time activities.

Done properly, print o ers the opportunity to interact with your audience by inviting children to take part in activities on the page and spend some time thinking creatively about the product.

Have you seen the medium change over the past year?The main changes we are seeing are the blurring of lines between online and print media. We now have social media accounts and websites for many of our titles, so advertisers are getting much more for their money these days.

Everything we do in print we can replicate and enhance online in one form or another.

We fi nd in particular that certain product giveaways can really take o if they are shared online and picked up by competition forums its a real bonus when trying to get product in front of parents.

What opportunities does Redan o er toy companies?We have the entire standard advertising options, such as full-page ads and inserts, but we also o er advertisers the chance to design posters, perforated activities and even to sponsor whole workbooks.

We can use digital scanning technology like QR codes to link through to online content, whether that is trailers, sizzlers or games. Also, all our bagged issues provide a really easy and cost e ective way to sample product or inserts.

We are really happy to talk to any innovative would-be advertisers who like to think outside of the box. Online crossovers, voucher codes, product sampling, reviews and competitions are all excellent ways to gain coverage and generate a buzz around a new product line or brand.

What toy companies have you worked with in the last year and how did you shape the campaigns?Weve been working with Norton & Co and Jakks Pacifi c to put together some really lovely advertorials in Sparkle World for their

Disney doll ranges. The pages are designed by our editors so that the toys blend seamlessly with the Disney worlds they inhabit and the readers can really spend time on the page interacting with the product.

Weve run a similar campaign for Pinypon across Fun to Learn

magazines as well as Sparkle World, blending a full page advert with an activity competition to create bespoke double page spreads that have delighted us by proving very popular with readers.

Finally, our online Mega Comp in Sparkle World

always manages to receive great online attention and lots of regular coverage in the magazine.

What can print o er toy fi rms that mediums like radio and TV cannot?Editorial endorsement and the opportunity to capture the childs imagination and

to engage them in spending some time interacting with the product on the page. Radio and TV ads are generally either talked over or fast forwarded through, but if you have an interesting activity or advertorial slant to your print advertising, children will take time to get involved.

In a nutshell, what would you say to toy fi rms considering working with print?Given the right design treatment, print adverts can capture a childs imagination and become an invaluable way to recruit readers as brand ambassadors and create a genuine buzz about desirable new toys.

They can point to online campaigns and help to re-enforce TV advertising by going beyond the basic sell.

Ads can also help to take a toy brand from product to IP, by helping to build a back story and by association with more highly recognised childrens characters.

They are also relatively cheap by comparison. When you are planning your advertising budgets, you are missing out on some really innovative marketing if you dont consider booking some print opportunities into your schedules.

KIDS MEDIA SPECIAL


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Toy News.indd 1 14/09/2015 11:59Untitled-2 1 9/17/15 16:53

Screen-age kicksDavid Murphy, kids controller, sales at CITV tells Robert Hutchins why the small screen still remains a vital means of showcasing toys to its target audience with commercial campaigns and messaging

What does TV as a medium o er toy companies?TV still o ers a great shop window for toy companies to showcase their products, creating awareness, interest and importantly, attention.

It helps put products at the front of potential customers minds and encourages them to investigate the product further in-store or online.

What opportunities does ITV/CITV provide for these toy companies?The majority of the opportunities o ered by CITV are on-screen. The channel still provides some of the highest ratings across all kids commercial channels, particularly our weekend morning strand which is simulcast across ITV and CITV.

Campaigns can range from a regular spot campaign to more a bespoke production made exclusively and tailored to run across our channels commercial space.

We also o er on-screen sponsorships of strands and particular shows and have been pleased to sign deals with Character Options, Creative Toys Soccerstarz and DC Thomson across our autumn schedule.

Beyond these on-screen opportunities, campaigns can be augmented through online advertising packages across the CITV website and the CITV section of the ITV Player. Plus, we can o er licensing packages to help bring campaigns to life o -screen in conjunction with CITV.

What toy companies have you worked with in the last year and how did you shape the campaigns?At CITV, we work with the majority of toy companies

who advertise on TV, from the smallest to the largest.

It has also been great this year to see a number of new-to-TV toy companies coming on board as advertisers.

Increasingly, we are seeing much more comprehensive briefs from advertisers looking to deliver advertising messages across a number of channels.

We will work with all advertisers, as well as other advertising partners, to see how CITV can best fi t into their marketing needs in order to help create a successful campaign and ultimately, generate sales.

What can TV advertising o er toy fi rms that other mediums cannot?TV is all about grabbing attention. A fantastic product combined with great TV creative can still shout the loudest about your product, delivering your advertising message to your target audience, generating awareness and stimulating a good level of interest among them.

Thats not to say that other mediums are not also essential, they all play a role in order to best engage with customers.

How have you seen TV toy campaigns evolve and do VOD platforms force a change of focus?The marketing plans of many toy companies have become much more sophisticated recently.

Many now recognise the need to utilise a number of di erent channels, helping

to create engagement and interaction with customers throughout their daily routine and habits.

These channels must all meet a required marketing need, complement each other and deliver a consistent message. It is not a case of TV over VOD or vice versa, because both

have a key role to play in targeting the customers of today most e ectively.

What would you say to toy companies thinking of working with TV?Kids TV isnt going anywhere. Kids may now be consuming their content in many di erent ways, but advertising on TV will always be e ective in helping to kick-start and boost a great campaign.

What can we look forward to from CITV this year?Look out for all new episodes of Thunderbirds Are Go coming to CITV later this autumn.

Premiering on our weekend morning simulcast strand, these new CG animated shows are likely to generate some of the biggest audiences across all kids commercial TV in 2015.

KIDS MEDIA SPECIAL


Kids may be consuming their content in many di erent ways,

but TV advertising will always be one of the most e ective mediums at kick-starting a great campaign.

David Murphy, CITV Breakfast

19 TN166 Kids media tv_final.indd 1 9/25/15 17:15

Untitled-1 1 9/14/15 11:35

Radio activeAn easy to access medium able to reach children across the nation, radio is a platform that toy fi rms can reap benefi ts from at a lower cost. Joe Friel of Fun Kids, the UKs only broadcast childrens radio station, tells Rhys Troake how radio can help toy fi rms and brands conquer the air waves

What can radio as a medium o er toy fi rms?Radio has far fewer competing brands than other media platforms. In fact, Fun Kids is the UKs only broadcast childrens radio station. This means that toy fi rms who use Fun Kids as part of their advertising mix can really cut through.

Radio is also incredibly cost-e ective, with rates often cheaper than an equivalent web campaign.

Have you seen it change over the last year? Our weekly audience has grown over a third, to 389,000 listening every week and we have developed partnerships across print, digital and events pushing Fun Kids to our audience on more platforms than ever before.

Weve also had more and more advertising campaigns come from toy companies than ever before.

How accessible is digital radio to kids?Hugely. Radio is really adaptive and new technology

has just extended the way we can communicate with our audience.

A great example of this is our partnership with virtual world, Bin Weevils. Last year we launched an exclusive Bin Weevils radio

show and they took Fun Kids radio into the virtual world where children can visit a radio studio and collect a radio item for their virtual home. Providing a whole new way for children to listen to the station and giving them content they really care about.

Have you seen toy companies embrace radio the last few years?Defi nitely. Fun Kids itself is still a relatively new radio brand, but three years ago we fi nally started breaking through with toy fi rms and since then, the level of

investment from the sector has continued to grow. Due to the complete lack of content for kids on radio before Fun Kids, and the focus on visual, radio was understandable quickly dismissed from toy briefs.

What opportunities does Fun Kids have for toy fi rms?Sponsorship of shows or features within them, or of key family times of the year (such as half terms) provide a great way to absolutely make toys front of mind and we can create a wide range of on air creatives to promote individual toys, as well the brands as a whole.

On air advertorials are also popular with toy fi rms since, for no extra cost, we use our audio expertise to create bespoke advertorials for their products ensuring we really

engage our audience and spark childrens imagination around their toys.

What toy companies have you worked with this year?This year we ran a great campaign with LEGO Friends for its new Popstars range. This was a truly 360 campaign. It became our breakfast sponsor, with on air creatives promoting each of the individual products in the range.

What can radio o er toy fi rms that mediums like TV and online cannot?Strong dual listening opportunities. Our audience research shows that were not as much of a child-sitting service that you might see for other child brands. Our listening is often a shared family experience, from in-car listening to having it on while doing homework. Radio is also able to turnaround campaigns

much faster than most other media. Live presenters mean new messages can be delivered on air within hours, and producing or altering features and adverts is naturally quicker than for the likes of TV.

What would you say to fi rms thinking of working with radio?I would tell them to listen to Fun Kids. As soon as you hear what childrens radio sounds like, you will immediately see the opportunities it o ers for your brand. Also, dont think of working with radio as just radio. Our audience moves between platforms seamlessly and we have met this challenge head on, bringing Fun Kids to them through radio sets, websites, virtual worlds, mobile apps, video and live events. This means a whole range of ways that toy fi rms can interact with children and parents.

KIDS MEDIA SPECIAL


Radio is able to turnaround campaigns much faster than most other media.

Joe Friel, Fun Kids

21 TN166 Kids media radio_final.indd 1 9/25/15 15:02

22 TN166 PRetend2Bee_final.indd 1 9/25/15 16:48

SUPPLIER PROFILE


Crane stormFour years after joining as managing director, Jonathan Thorpe has turned the company from a wooden toy firm to the port of call for innovative pre-school ranges, plastic toys and fashion dolls. Robert Hutchins discovers why 2015 has been a terrific year for John Crane Ltd and what plans are in place to ensure a great 2016

WITH ANNUAL earnings on course to end 15 per cent over target, and a plate of biscuits placed in front of him, Jonathan Thorpe, MD of John Crane Ltd. really is the cat that got the cream.

Its at the firms Northampton headquarters that the managing director of this one-time wooden toy specialist invites us to join him in the showroom; a colourful cavern where boxes of Our Generation dolls, Tidlo pre-school toys and more B-Range products than youd care to count, line the walls.

You see? he smiles. Were a lot more than a wooden toy company nowadays.

Its a truth that couldnt be more evident. In fact, over the last three out of the four years under Thorpes leadership, John Crane Ltd. has managed to cast o its moniker as a wooden toy firm, expand its entire product oering and more than double its business.

And, while heritage brands remain a staple among the firms now select independent retail base, it is the result of a complete company overhaul and its launch into plastic toy and fashion dolls that has brought John Crane Ltd. the majority of its recent success.

Before I arrived, we would not consider doing anything plastic, Thorpe explains. And when we launched the B-Range, everybody said that it wouldnt sell. It went on to sell like crazy. The dolls range, meanwhile, is just unbelievable business.

The range in question is the Our Generation collection of fashion and lifestyle dolls, valued at around $600 million in the US and projected to account for 30 per cent of John Crane Ltd.s turnover for the year.

So popular is the range among UK consumers

that Hamleys has even recently installed its own Our Generation concession where, having already sold over 30,000 worth of dolls and accessories a year, it is now expected to shift up to 500,000 this year.

But despite the air of a man at ease with the firms recent accomplishments, Thorpe admits that bringing the company to within sight of a third consecutive year of profit, and in so short a time, has taken concerted eort.

We have more than doubled the business in three years, but we have had to overhaul the entire company to do so, and refocus where we sell product, he explains.

Five years ago, it was all in a bit of a mess. We worked with 800 accounts, closed 400 every year and opened 400 more. We werent selling product, just shelf filling. Whats more, when I arrived, only three people were using email.

Since 2010, things have certainly moved on for the firm that has now streamlined its approach to independent

retailers and opened conversations with the largest global market places.

Essentially, we have to go to where the consumer is buying toys, continues Thorpe. There is a lot of

romantic notion about independents in this country, but you have to go to where the business is.

Its not us that dictates who we sell to and who we dont sell to, its the consumer. When I came here, the independent market made up around 70 per cent of the business. To be frank, if wed have stuck with that market, wed have gone bust.

Instead, having moved from wooden toys to conducting the majority of its business through other areas, Thorpe champions the internet as a wonderful thing, that has made the

global market a smaller place within which to trade.

Nearly 70 per cent of our sales to consumer go through the internet, so thats a massive influence on us, continues Thorpe.

Which brings into question the time spent designing packaging; there will be a point when everything is sold in brown boxes. I dont mind if were the first to do it.

The Internet makes everything transparent and it makes it a very small world now, so you have to have a plan, and a big one.

Bathed in the pink hue of a wall of Our Generation dolls and accessories boxes and sat opposite the companys exclusive John Lewis home brand toy line, Thorpe is refreshingly candid when revealing the big plans for John Crane Ltd.

By the end of 2017, I want to be doing 14 to 16 million a year and to have put us in the position where we are the go-to company. Whether you know we are John Crane Ltd or not is irrelevant, but I want us to be a significant player. I dont want to be a Hasbro or a Mattel, but one of the better medium players.

And its an evolutionary step for the firm that already appears to be taking eect, as Thorpe delights in explaining the unique position its success with dolls and plastic toys has put the company in.

For the first time in our history, we have just turned down a large order of Our Generation dolls from Tesco. They were gobsmacked of course, but sometimes you have to say no in order to say yes later on.

Its too early for the range to enter Tesco. It would have killed it dead. The strategy is, lets build it first and when it starts to die, thats when you start going mass.

Its all about control, he concludes with a smile. And I am a control freak.

Before I arrived, we would not consider doing anything

plastic, but its sold like crazy.Jonathan Thorpe, John Crane

23 TN166 Supplier Profile_final.indd 1 9/25/15 15:45

Untitled-2 1 9/17/15 16:32

Dedicated monthly licensing coverage for the UK

News

Opinion

Media

Frozen, Minions and Paw Patrol fuel Sambros best year yetThe licensed toy and merchandise specialist has seen over 33 per cent increase in turnover this year

By Rhys Troake

2015 has been Sambros best year ever, thanks to a strong showing from licences like Frozen, Marvel, Minions and Paw Patrol.

The fi rm has benefi tted from an increased focus on TV advertising this year, as well as numerous award wins. As a result, strong sales have followed.

Weve had our best year ever, Nikki Samuels, Sambros licensing director, told ToyNews.

We have had major successes with Frozen, Disney Princess, Marvel, Turtles, Play-Doh, Paw Patrol, and, of course, Minions. This has been capped with a Gold Medal at the Independent Toy Awards for the Olaf Slush Maker in the competitive licensed toy category.

Its just been a great year. Our turnover is up over 33 per cent which now gives us the ability to invest in 2016 and the future. We have boosted our design team signifi cantly, sourced two additional experienced buyers and ramped up our operations and administration teams.

We have invested in new showrooms in Hong Kong, new bigger stands at London Olympias Toy Fair and Birminghams NEC Spring Fair, and revamped our UK showroom.

TV advertising has also been a key focus in 2015 and sales are performing very well on our Sweet Care Spa range, Frosty Fruit and three games, led

by the outrageous Lay It or Break It game. We are now looking forward to 2016 and with our planned product introductions and continued investment, we are looking at further strong growth.

Its all about people, product and planning.

Looking ahead to next year, Sambro has secured deals to launch licensed ranges including Finding Dory, Shopkins and Batman V Superman across a whole host of categories in 2016.

We are really excited by some of the new introductions, and comments so far signify that we are going in the right direction with them, added Samuels.

As well as continuing with our current deals, we will add Disney Tsum Tsum, Finding Dory, Little Tikes, Bratz, Dora and Friends, Batman v Superman, Thunderbirds and even Shopkins. Our portfolio is considerable and for most licences, we are making product in the categories of arts and crafts, stationery, pocket money and bags.

The fi rms wheeled toy category will also continue to grow in the New Year and 2016 will see additions from Paw Patrol, Half Shell Heroes, Blaze as well as Dora the Explorer.

Little Tikes is an exciting opportunity and we will have arts and crafts product featuring iconic Tikes product, tooled to

scale to fi t our dough range, plus a new range of tooled scribblers.

We have also tooled up for new key items under the brands of Dory, Tsum Tsum, Bratz and the restyling of Disney Princess, but I dont want to give away too much at this stage. You will have to come and see for yourself at our previews and next years toy fairs.

Elsewhere, the fi rm has seen its licensed pocket money lines take o , and is planning to bolster this line, as well as its character bag o ering, in 2016.

Licensed pocket money continues to fl ourish and the new brand introductions give us the chance to make exclusive characterised product. And dont forget our character bag range.

This is a signifi cant part of our business and 2016 sees some fantastic

introductions in licensed plush backpacks and some innovative new designs.

There is a continued growth in our investment in tooling, allowing exclusivity and license focused o erings for next year.Sambro: 08458 739380


by the outrageous Lay It or Break It game. We are now looking forward to 2016 and with our planned product introductions and continued investment, we are looking at further strong growth.

Its all about people, product and planning.

Looking ahead to next year, Sambro has secured deals to launch licensed ranges including Finding

, Shopkins and Batman across a

whole host of categories

We are really excited by some of the new introductions, and comments so far signify that we are going in the right direction with them, added Samuels.

As well as continuing with our current deals, we will add Disney Tsum Tsum,

, Little Tikes, Dora and Friends,

Batman v Superman, and even

Shopkins. Our portfolio is considerable and for most licences, we are making product in the categories of arts and crafts, stationery, pocket money and bags.

The fi rms wheeled toy category will also continue to grow in the New Year and 2016 will see additions

Paw Patrol, Half Blaze as well Blaze as well Blaze

Dora the Explorer. Little Tikes is an exciting

opportunity and we will have arts and crafts product featuring iconic Tikes product, tooled to

scale to fi t our dough range, plus a new range of tooled scribblers.

We have also tooled up for new key items under the brands of Dory, Tsum Tsum, Bratz and the restyling of Disney Princess, but I dont want Princess, but I dont want Princessto give away too much at this stage. You will have to come and see for yourself at our previews and next years toy fairs.

Elsewhere, the fi rm has seen its licensed pocket money lines take o , and is planning to bolster this line, as well as its character bag o ering, in 2016.

Licensed pocket money continues to fl ourish and the new brand introductions give us the chance to make exclusive characterised product. And dont forget our character bag range.

This is a signifi cant part of our business and 2016 sees some fantastic

introductions in licensed plush backpacks and some innovative new designs.

There is a continued growth in our investment in tooling, allowing exclusivity and license focused o erings for next year.Sambro: 08458 739380

25 TN166 Licensing Cover_final.indd 1 9/25/15 15:21

NEWS


Pretend to Bee launches fi rst licensed ranges

Tinderbox hunts toy partners for ReCore

Costume brand is launching Thunderbirds, Cloudbabies and Natural History Museum dress up lines

With a mix of robotic animals and sci-fi adventure, the game has such distinct aesthetics with clear opportunities in toys, Dan Amos, Tinderboxs head of new media, has told ToyNews


PRETEND TO Bee is launching its fi rst ever licensed costume ranges.

Global Solutions for Clothing, Pretend to Bees manufacturer and supplier, has signed deals for costumes and onesies based on Thunderbirds, Cloudbabies and Natural History Musuem.

Our generic lines are of course extremely popular but we felt that by working with the right licensors, we could create product ranges that would have broad appeal and capitalise on the buzz surrounding these brilliant properties, said Harrison Palmer, director of sales and marketing at Global Solutions for Clothing Ltd.

Each of these licensed properties are not only well-established but have

the ability to inspire new generations of fans.

We are experts in creating quality ranges aimed at a young audience and are therefore able to take these great licences and create products that appeal to that new generation.

Palmer believes that by embracing licences, Pretend to Bee can boost its profi le in the industry as well as grow the wider business.

While we have been operating for a long time we are probably not on everybodys radar, said Palmer. Introducing licensed ranges will certainly raise the companys profi le and the brand awareness for Pretend to Bee.

By showing retailers and licensors that we can create costumes and character onesies that sit perfectly beside other licensed merchandise will also enable

us to grow the business even further and we will be announcing more licensing deals throughout 2016.

Pretend to Bee is treating licensing as a new long-term strategy, and plans are in place to make this new side of the business a major focus in 2016.

We have built a reputation for creating high quality costumes across lots of di erent genres and know the elements that go into creating successful dress-up lines, continued Palmer.

We are already adding to our existing licensed ranges in 2016. For example, we are launching a Virgil Tracy costume to our Thunderbirds range early next year. We are already in advanced discussions with a number of licensors and next year, the licensing side of our business will be our main focus.GSC: 0115 921 5690


Tinderbox, the digital division of brand extension agency Beanstalk, is on the lookout for toy partners for the soon-to-be-launched action adventure video game, ReCore.

The fi rm is building the global licensing programme for Microsofts ReCore across an wide array of categories including toys, apparel, accessories, collectibles, publishing, gift and novelty.

With a mix of robotic animals and sci-fi adventure, ReCore has such distinct aesthetics, with clear opportunities

in toys, Dan Amos, Tinderboxs head of new media, told ToyNews.

Shortly after the announcement trailer debuted at Los Angeles during E3, there was an immediate response of fan created content, including a complete set of LEGO built fi gures with instructions uploaded to the LEGO Digital Designers site.

The ReCore community continues to grow with fans eagerly anticipating the release of the game.

Speaking of which, the game is set to land on Xbox One in early 2016 and in terms of gameplay, blends action platform dynamics

with a story all set in a mysterious world.

It stars a female protagonist who is accompanied by a robotic dog, boasting a glowing sphere in its abdomen.

Elsewhere, Tinderbox is also pursuing various licensing opportunities across a wide range of categories for the additional titles that it represents within the Microsoft Studios Xbox portfolio.

These include the adventure title Fable, as well as the hit open-world zombie survival game, State of Decay. Tinderbox: 020 7572 0858

26 TN166 Licensing News_final.indd 1 9/25/15 17:20

NEWS


Peppa Pig joins the Build-A-Bear Workshop stable

Thunderbirds helps Posh Paws soar in bag sector

From this month, kids will be able to create their own customisable Peppa Pig, with various outfi ts and sounds

The plush specialist is expecting the heritage brand to help seal its position in the bag sector next year

By Robert Hutchins

PEPPA PIG is preparing to make her debut at Build-A-Bear Workshop stores across the UK.

In a new partnership between the popular childrens shopping destination and Entertainment One Family, fans will be able to create their own customised Peppa Pig teddies in-store from October 9th.

Youngsters will be able to choose from a variety of outfi t and accessory

options, while the sweet swine herself will be fi tted with a fi ve-in-one sound chip, two outfi t options and her favourite bear, Teddy.

Our Peppa Pig product is one of the most customisable Peppa lines on the market, Jennifer Kretchmar, chief product o cer of the Build-A-Bear Workshops US business told ToyNews.

The addition of Peppa gives our young guests the experience of bringing one of their favourite characters to life.

We are really excited about this product. It truly touches the imagination of children worldwide and gives them the ability to put their own special touch on Peppa Pig.

As a result of the deal, Peppa Pig now joins an ever-growing portfolio of popular licensed childrens characters under the Build-A-Bear Workshop banner including the likes of My Little Pony, Marvels Avengers, Star Wars, Teenage Mutant Ninja Turtles and Minions.

Build-A-Bear Workshop currently operates 60 stores across the UK with more sites in the pipeline.0800 5420635

By Robert Hutchins

POSH PAWS has earmarked the plush bag market as a new staple category for AW and beyond, thanks to the continued popularity of Thunderbirds Are Go.

In partnership with ITV Studios Global Entertainment, the fi rm has recently secured the rights to launch a range of shaped bags featuring Thunderbird 2 and Thunderbird 4 from the hit new television series.

The collection is being soft launched this autumn/winter before more lines are rolled out next year, when the spring/summer back-to-school market will be the fi rms main focus for the themed range.

Posh Paws fi rst came to the bag market around three years ago, bringing what it bills as great novelty and innovation to the sector, but believes that with the Thunderbirds Are Go licence now in its portfolio, 2016 will seal its position in the new category.

We are relatively new to the bag market, so getting a high profi le

boys licence like Thunderbirds Are Go has helped to convince customers that we are really here to stay in this category, Barry Groves, managing partner at Posh Paws International told ToyNews.

We have had a great response to the line already and we are getting excellent vibes for 2016.

Thunderbirds is a classic brand that has moved and evolved with the times while managing to retain the consumers a ection throughout its history.Posh Paws: 01268 567 290

Skylanders SuperChargers to soup up toy vehicle sectorActivision says its range of collectable toys-to-life vehicles will take the sector by storm

By Robert Hutchins

ACTIVISION HAS detailed its plans to reinvigorate the toy vehicle category with the same magic its Skylanders franchise brought to action fi gures.

The fi rm that pioneered the toys-to-life market when it launched Skylanders in 2011, is now looking to shake-up the sector with its new Skylanders SuperChargers.

With the introduction of 20 new vehicles, including planes, cars, submarines and boats, Activision has said it wants to take the vehicles market by storm.

As well as new gameplay, the latest line will also feature two of Nintendos most iconic characters, Donkey Kong and Bowser.

The toys-to-life category is now estimated to be worth $4 billion, of which Skylanders represents a 75 per cent stake.

We are very proud of how Skylanders has captured kids imaginations around the world, John Coyne, Activisions VP of consumer marketing told ToyNews.

We now hope to bring the same magic that we brought with the launch of Skylanders, to the vehicle sector, as we bring them to life.

Each Skylanders SuperCharger is designed to be played in and out of the game with unique weapons, upgrades and moveable parts.

In an interview with ToyNews sister title MCV, VP of Skylanders, Josh Taub revealed that Skylanders SuperChargers was going to take the vehicles category by storm. Activision: 020 3060 1000

We are really excited about this product. It truly touches the imagination of children worldwide and gives them the ability to put their own special

As a result of the deal, Peppa Pig now joins an ever-growing portfolio of popular licensed childrens

Build-A-Bear Workshop banner including the likes of My Little Pony, Marvels

Teenage Mutant Ninja

Build-A-Bear Workshop currently operates 60 stores across the UK with more sites in the pipeline.0800 5420635

27 TN166 Licensing News_final.indd 1 9/25/15 15:44

Untitled-1 1 9/14/15 11:36

Ready, steady, PoTom Roe, commercial director of DHX Brands, tells Billy Langsworthy what the firm has in store at BLE as well as upcoming toy plans for Teletubbies, Twirlywoos, In the Night Garden and new property, Make It Pop

What can we expect from DHX Media at BLE? A continuation of a lot of what we have been working hard on this past year - seeing our plans on Teletubbies evolve as we move towards launch, finalising the few remaining categories in the UK, which is the launch market, and building up comprehensive programmes across Europe and the world.

There has been huge interest since we announced we were bringing Teletubbies back, and well now be able to show new content and artwork at the show.

With Twirlywoos having launched successfully earlier this year, we are also looking to build upon that.

Master toy partner Golden Bear launched the toy line in the UK earlier this year with great success, with publishing and other categories

launching now, and we are naturally looking to build upon that momentum.

We have some great traction internationally as well, and are working with our agent network in developing local licensing programmes.

For In the Night Garden, this well-loved property is fast approaching its 10th anniversary, and remains an integral piece of our portfolio.

Voted one of the best performing pre-school properties in the UK last year, were now looking at a brand extension into nursery, with a separate programme targeting nought to 12 months. We also have some great momentum on our evergreen childrens animation Caillou, particularly in Iberia.

Having recently acquired NerdCorps, its boys animated action property Slugterra is also a focus for us as consumer products programmes are currently

being implemented across several European territories, including France and Italy.

New to BLE this year is Make it Pop, a K-Pop inspired live-action tween girl property. The show has been a big hit on Nickelodeon in the US, and has recently started airing

in other territories including the UK and Australia.

We have big hopes, as the show has all the right ingredients to be a big success and there is a gap in the market for a property in this genre. We have also just signed a deal with Jakks Pacific to come on board as the Make it Pop master toy partner.

What is the biggest challenge facing the licensing industry? Intense competition as always, alongside limited shelf-space.

At the same time, while economic conditions have improved significantly, its still quite tough out there,

and there remains a fairly risk-averse attitude.

Where do you see the next big growth coming from in the licensing industry? Its such a dynamic industry that I actually think there are many areas.

One of the biggest is the convergence of physical and digital products, which

is becoming far more prevalent and polished each year.

What do you want to have achieved come the end of the year?

Stacks we have a lot going on.

Not least, were looking forward to the TV launch of the new Teletubbies later this year, as our plans do really kick o in a big way from there.

Theres also the rollout of other product categories for Twirlywoos, tying up our core partners on our key properties for the next several years as well as the successful launch of Make it Pop and signing up key initial categories.

Given the international interest in our properties, were also looking to finalise a series of agency representation deals in order to give us truly global coverage.

DHX BRANDS


Our plans really kick o in a big way following the TV launch of Teletubbies.

Tom Roe, DHX Brands

Toy News 166 October 2015

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Transcript of Toy News 166 October 2015