TV Promoted 2015: Capture Your Adventures Wherever You Are

C A P T U R E Y O U R A D V E N T U R E S
W H E R E V E R Y O U A R E
T V
P R O M O T E D
2 0 1 5
For more details please contact

01235 555545
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No. 161 l May 2015
www.toynews-online.biz
Retail l Licensing l Pre-School l Marketing

19 Women of the Year
Its back. We round up
another 100 of the
most inspiring females
working in the toy space
27 Tech it or leave it
We look at how indies
can embrace a digital
offering without losing
their identity
33 Toymaster round-up
We take a look at what
some of the exhibitors
will be showcasing at this
years Harrogate show
40 ToyShop UK Debates
This month, independents
lock horns over the
somewhat thorny issue of
suppliers selling direct
Indie hotspots
This month, weve trawled the UK and Ireland to find out which cities are
brimming with physical independent toy stores, and which areas are in
desperate need of High Street specialists. Read on to find out if youre
living nearby one of our toy retail hotspots
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NOR 4206 LEGO AIRJITSU Toy News MAY advert REPRO.pdf
20/04/2015
17:22
CM
MY
CY
CMY
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WELCOME
Follow us @toynewsonline
MEET THE TEAM
CONTENTS
Regulars
Samantha Loveday
Editor
06
08
08
11
12
15
40
42
74
sloveday@nbmedia.com
Billy Langsworthy
Deputy Editor
blangsworthy@nbmedia.com
Robert Hutchins
Staff Writer
News
Campaign of the Month
Playtime
NPD Analysis
Industry Movers
Industry Opinion
Toy Shop UK
Good Toy Guide
Jon Salisbury
The Retail Issue

27 Making the High
Street digital
30 Indie Map of the UK & Ireland
33 Toymaster show special
rhutchins@nbmedia.com
Jodie Holdway
Sales Manager
jholdway@nbmedia.com
Features
19 ToyNews Women of
the Year 2015
44 Toy Trust Update
55 Sector Guide: Dolls
61 Sector Guide: Action,
Building, Blasting & More
Carole Eagles
Account Manager
ceagles@nbmedia.com
James Marinos
Production Executive
jmarinos@nbmedia.com
Licensing.biz
47 News
Tom Carpenter
Designer
Pre-school
(sponsored
by VTech
Baby)
51 News
52 Pre-school opinion
tcarpenter@nbmedia.com
Mark Burton
Managing Director
mburton@nbmedia.com
Editorial: 01992 535646

Advertising: 01992 535647
NewBay Media is a member of the

Periodical Publishers Associations
AUDITED CIRCULATION:
Average Net Circulation: 6,092
July 2013 to June 2014.
ToyNews circulation is 17.1% higher
than its closest competitor
COMMENT
Street smarts
The ToyShopUK
members have
been particularly
vocal this month,
focusing on the
issue of suppliers
selling direct.
ITS BEEN a busy month for the ToyNews

team, and this is reflected in the bumper
batch of exclusive editorial we have
produced for you in this issue.
First up, to tie in with this months
Toymaster show at The Majestic in
Harrogate, weve dedicated a section of the
magazine to the independent retail sector
and the issues that outlets are currently
having to deal with.
Billy Langsworthy channelled his inner
cartographer to investigate how healthy
the bricks and mortar indie business
currently is across the UK and Ireland
(page 30-31). His findings make pleasing
reading, and should dispel any mutterings
of independent stores being a dying breed
on the High Street.
On the flip side, Robert Hutchins headed
into the digital world to find why retailers
should also be embracing this side of the
business, and how it can boost their footfall
(head to page 27 for more).
Exclusive partner ToyShopUK chose
to get its members to debate the thorny
subject of suppliers selling direct (page 40).
As usual, their responses were incredibly
honest, ranging from we might not be
here if we didnt sell direct through to
retailers are proving to be nothing more
than a showroom for internet sellers and
manufacturers to sell their products from.
The indie retail sector is also represented
in our ToyNews Women of the Year 2015
listing (pages 19-25), with Helen Gourley
from Dunblane-based Toy Hub nominated
for not only her business nous, but also her
work with the local community to raise the
profile of her store.
I have to say, this years list was pretty
humbling to put together. Some of the
achievements and nominations have been
outstanding. As with last year, we could
have filled the entire magazine, but instead
weve had to stick to just seven pages and
have highlighted 100 women currently
working in the UK toy industry. All are
inspirational, hardworking and impressive
individuals making the difference to the
industry on a day to day basis.
Samantha Loveday
sloveday@nbmedia.com
ToyNews has 100% named

circulation and 0% duplication.
You will have heard our work.

Its In over 5000 products.
Translation and Localisation in over 40 languages: expand your market
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Professional Recording Studios: optimised for toys, apps and web
Apps, Software and Electronics: your concepts realised
see what else we do at www.sosound.co.uk or call: +44 (0)20 8661 7979

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05 TN161 Contents with Ad_Final.indd 1
May 05
12/08/2014 16:23
22/04/2015 15:56
NEWS
LEGO bringing a new

Dimension to toy retailers
With brands such as Back to the Future and Wizard of Oz
available through the new toys-to-life title, retailers are
rejoicing at the potential new channels it is opening up
By Robert Hutchins
LEGO DIMENSIONS will
mark another success for
the brand at retail, either
through game sales or
otherwise, according to UK
toy retailers.
Not content with its
position in the toy space
alone, LEGO announced last
month its intentions to follow
the likes of Skylanders and
Disney Infinity into the toysto-life space.
In partnership with
Warner Bros Interactive
Entertainment, LEGO
Dimensions merges
physical brick building
with interactive console
gameplay, and will feature
popular brands including DC
Comics, The LEGO Movie,
Back to the Future, The
Wizard of Oz and more.
Armed with such an
eclectic bag of licences,
retailers believe it will
open up numerous new
opportunities at retail.
My gut feeling is that
this will be a success,
Stuart Grant, buying

director at The Entertainer
told ToyNews. LEGO is so
incredibly strong right now
and the synergy between
making custom models and
then projecting them onto
a computer game, it all
makes sense to me.
Kerrison Toys in Norwich
is one of the last few indies
still to stock video games,
and owner Steve Kerrison
believes LEGO Dimensions
is a whole new level in the
toys-to-life space.
This will only help raise
awareness of the LEGO
range and make it even
cooler to own, he said.
It will open up new

channels in the LEGO
arsenal and bring Back to
the Future and Wizard of Oz
to new audiences.
Now, with the weight of
the worlds number one toy
manufacturer behind the
digital movement, retailers
believe it could lead more
brands to join the toys-tolife space.
With the likes of Sick Brix
from Spin Master on the way
next year, and kids interaction
with tablets being higher than
TV, its logical that this will
become a big part of the toy
space, too, concluded Grant.
LEGO: 01753 495000
DC Super Heroes lead

Schleichs licensing charge
New collections remind consumers
that Schleich is about more than just
animal figures
By Robert Hutchins
SCHLEICH HAS revealed
its intentions to expand its
licensing portfolio this year,
following a tremendous
response to its new DC
Comics action figure range.
Inspired by Superman,
Batman and The Joker,
the collection has already
opened helped to remind
consumers that Schleich
is about more than just
animal figurines.
Encouraged by the rise
in popularity of events
such as Comic Con, the
new range allows Schleich
to tap into the new
audience of comic-book
memorabilia collectors.
The firm made a big
splash in the licensed
figurines arena with the
success of its Smurfs
range last year and insists
the sector is of growing
importance to it.
The response from
retailers, consumers and
the media [to the DC
Comics action figures]
has been tremendous and

has helped us open new
sales opportunities for
our retail partners, Laura
Bull, marketing manager,
Schleich, told ToyNews.
We have been able
to apply the expertise
of making great and
detailed figurines to a
new venture.
This year has already
seen the firm extend
its Peanuts collection
and after strong early
response, it is confident
the choice of Justice
League characters will
grow to soon welcome
the likes of The Flash and
Green Lantern.
Schleich: 01279 870 000
New dolls, costumes, accessories and

novels in the pipeline for A Girl for All Time
Month on month sales have increased tenfold since last year, so we are expecting 2015 to be a good year
By Billy Langsworthy
A GIRL for All Time is
looking forward to a
bumper year, with new
dolls, accessories and
costumes in the pipeline.
The firm is also adding
new novels, activity books
and a completely new doll
line to its portfolio in the
next 12 months.
We are really excited
about our future plans
for A Girl for All Time and
everything we have in the
pipeline, said Frances Cain,
founder of A Girl For All Time.
Of course, these plans
include expansion of our
06 May
06 TN161 News_Final.indd 1
current line - the award

winning range of English
historical dolls that follow
the adventures of the
fictional Marchmont family
through 500 years of
adventure and intrigue.
New costumes, new

dolls, new accessories and
of course novels and activity
books are all lined up for
2015 and 2016, and we are
already planning our product
ranges for 2017, too.
We are also in the

beginning stages of a
completely new range
of dolls, with a targeted
release date in the autumn
of 2016 - but I have to keep
that one under wraps at
the moment.
The firm is positive
about its prospects for
2015, having boosted
sales month-on-month and
cultivated a thriving social
media following.
Month on month sales
have increased tenfold
since last year, so we
are expecting 2015 to
be a good year for us,
with greater consumer
awareness and demand

for the products increasing
not only nationally but
internationally as well,
added Cain.
Our social media drive
continues to gain traction
with over 14,000 Facebook
fans and a very active fan
club on Facebook.
We are also about to
launch a new hashtag
campaign which will get
the attention of people not
currently aware of us, but
people who are looking for
in intelligent alternative to
feminine play.
A Girl for All Time:
020 7060 6151
22/04/2015 18:26
NEWS
TX Juice can be one of Europes

top RC brands, says Wow Stuff
We launched in international markets ahead of the UK and TX Juice is now probably the fastest growing RC
brand in these markets, says MD Richard North, who is in the process of appointing a UK distributor for the brand
THE TX Juice brand can be
one of the top RC brands
in Europe, Wow Stuff has
confidently told ToyNews.
The company has
enjoyed success with
the brand in international
markets and is now in the
process of appointing a
UK distributor.
We launched in
international markets
ahead of the UK and TX
Juice is now probably the
fastest growing RC brand
in these markets, Wow
Stuff MD Richard North told
ToyNews. All lines sold out
in 2014. We are now using
the same business model
for the UK and appointing
a UK master licensed
distributor so we can
focus on some new
product development.
The R/C market is
substantial and growing
but also it is very
fragmented. There are a
plethora of new brands
that dont really have a
common purpose, USP or
brand identity across their
range. We have also seen
a lot of activity from the
introduction of drones and
this has stimulated the
overall market.
We can see TX Juice as
the number two RC brand
in Europe.
The firm believes its
dedicated tech team, Wow
Labs, has given TX Juice
the edge over competition
due to the cutting edge
technology sitting within

each product.
Its a very focused plan
to increase the use of
our tech team, Wow Labs,
to develop more cutting
edge technology for each
new product that can
be unlocked by pressing
the special feature Juice
Button, added North.
Our experience working
with Vivid in the UK for
Real FX Racing has proven
the business model. Our
technical ability to create
best in category tech toys,
matched with a leading
marketing and distribution
partner, is the way forward
for each market and we will
announce our TX Juice UK
partner very soon.
Wow Stuff: 0870 054 6000
Word of mouth key to our growth, says Bonnie & Pearl

Pop up stores and savvy use of social media have also helped the doll firm get off to a positive start
Disney/Pixar.
2015 Hasbro. All Rights Reserved. Licensed by Hasbro.
BONNIE & PEARL is well

into its second year having
launched in September
2013, and the doll firm
credits its ongoing growth
to word of mouth, social
media and a canny use of
pop up stores.
The brand picked up
three national retail awards
in its first year of operation,
including two BCSC Opal
Awards and a SCEPTRE
Award following the launch
07 TN161 News_Final.indd 1
of three successful pop-up

shops with St Davids Cardiff.
The majority of our
growth has come from
word of mouth and social
media, Nicola Evans,
director at Bonnie & Pearl,

told ToyNews.
We are growing
organically having not had
a marketing budget in our
first year.
More great Shuffle titles

coming soon!
Our pop up stores

helped showcase the
experiential concept of
our doll hair salon with
doll nannies dressed like
Mary Poppins on hand. Our
striped canopies, beautiful
Georgian windows and
timeless branding created a
wow factor for consumers
and doll lovers alike.
Looking ahead, the firm
is bringing its dolls into
department stores across
the UK and is also set to
launch into the Middle East.
Evans continued: We
are excited to launch in
a few of our prestigious
department stores here
in the UK, along with
launching Bonnie and Pearl
into the Middle East.
2015 is all about
building great business
relationships with
several new retailers,
ensuring our dollies have
lots of new families by
Christmas 2015.
Bonnie & Pearl:
0844 800 1910
Fast fun for all the boys!

Shuffle has a game
for everyone!
Sales@Cartamundi.co.uk
Ph: +44 1286 511 522
www.shuffle.cards
22/04/2015 17:50
CAMPAIGN OF THE MONTH / PLAYTIME
World of Warriors
This autumn, Mind Candys digital gaming hit World of Warriors makes the leap to collectable toys, and GP
Flair has masterminded an extensive marketing campaign to help the range on its way
CONTACT
Flair: 0208 643 0320
THE BRAINCHILD of Mind

Candy and GP Flair, the
World of Warriors toy
collection is predicted to
be the latest desire of the
www.flairplc.co.uk
World of Warriors digital

community across the globe.
In anticipation of the
launch of the new collectable
line, the marketing team at
TV
From launch to December this year, over 1,000
TVRs have been committed to the World of
Warriors brand, concentrating on all aspects of
the range including collectables, action figures
and role-play. TVCs that bring the digital world
into the real world will be seen across all the
major boys channels.
Playtime
This month we examine
the different genres of
programming that mums
with kids between nought
to three (HWCH0-3)
watch within a month
(March 1st - 31st 2015).
Of all the programmes
HWCH0-3 watched in
March, nearly a quarter
of viewing was spent
watching entertainment
shows (23.5 per cent)
including programmes
such as Family Guy on
BBC3, Jeremy Kyle on
ITV and Simpsons on C4
and Sky 1.
As may be expected
among HWCH0-3,
childrens programmes
are the second largest
portion of their total
viewing (16.6 per cent)
with 65 per cent of mums
Flair is readying itself for

one of it biggest campaigns of
the year.
Available from Q3 of this
year, the World of Warriors
collection boasts minifigure
packs in pairs, fours and
eights, with over 180
figures to collect in series
one alone.
The range features the
Battle Fortress play-set,
allowing fans to emulate
the digital gameplay.
Elsewhere, the Deluxe
Action Figures with special
move features will represent
lead hero characters from
the popular app.
Crossing TV, digital, print
and in-store operations, Flair
reveals details of this years
World of Warriors marketing
campaign, designed to drive
sales in 2015.
DIGITAL MARKETING
Capturing the imaginations of digitally active kids will
be essential to the brand that started life in the app
landscape. Both pre-roll campaigns and immersive
microsite activity is already in place to launch from
early autumn onwards. And as the relatively new
phenomenon of unboxing videos continues to prevail
in the world of kids media, Flair plans to tap into the
approach using YouTube and social media to ramp up
the desire to collect among youngsters.
KIDS PRESS SAMPLING
Sampling is key to Flairs strategy, and a boys magazine
covermount in late July will be kicking of the firms
World of Warriors press campaign. The initiative will
be followed with takeovers, interactive adverts and a
nationwide election to determine the ultimate warrior.
IN STORE ACTIVITY
Phase one of the brands in-store activity will be the
introduction of a full-scale POS programme, including
fully loaded FSDUs, complete with substantial sampling
stock for retailers. Diorama displays will also be
available to add to the shop floor theatre. Phase two
will commence with retailer battle days and costume
visits from the two lead characters, Gunner and Crixus.
This month, Generation Media looks at what type of programmes mums

with children aged nought to three are watching on TV
All HWCH0-3 Viewing by Genre
March 1st - 31st 2015
with children under five

claiming to watch kids
TV sometimes or
regularly (TGI GB 2015 Q1)
Despite nearly 50
per cent of viewing to
childrens content being
to non-commercial stations
(CBBC/Cbeebies) when
targeting mums with
young children the
importance of airtime
across the kids commercial
channels is clear to see.
In analysing the genres
most watched by kids
aged four to nine, we
can see that cinema
films rank within the top
ten genres (5.9 per cent)
and HWCH0-3 (6.5 per
cent). If a product targets
both audiences, this is
a key way to reach
them together.
r
Othe
%
3
.
5
1
t
men
rtain
Ente 3.5%
2
ilms
ma F
Cine .5%
6
g
)
a: Lon
Dram ls (Soaps
ia
r
e
S
g
Runnin 6.6%
rials
s/Se
e
i
r
e
a: S %
Dram
6.8
ren
Child %
6
.
16
own:
Unkn ramme
Prog
New 1.0%
1
s
tarie
men
Docu 3.6%
1
Source: BARB/TGI GB TGI 2015 Q1
ToyNews PlayTime is provided by Generation Media

0207 255 4650 | www.generationmedia.co.uk
08 May
08 TN161 COTM/Playtime_Final.indd 1
22/04/2015 16:05
M4549 UK ToyNewsMay AD_HI.pdf
4/14/15
9:09 AM
Discover
our range at the
The Brand Teachers Trust
An introduction
to hands-on
Toymaster Show
The Majestic Hotel, Harrogate,
12th - 14th May 2015
educational toys
from pocket
money prices!
LER 2817
Big View Telescope
For more information & to make your

appointment today call or email
Chris Beardmore +44 1553 819383
cbeardmore@learning-resources.co.uk
Peter Ward +44 7515 050773

pward@learning-resources.co.uk
09 TN161.indd 1
15/04/2015 14:16
think it make it
even bake it
info@alphabetpie.com
www.alphabetpie.com
Available in the UK
from 30th April 2015
10 TN161.indd 1
21/04/2015 16:05
NPD RESEARCH
Retail Sales Trends
Properties
Q1 speeds by with strong

growth across the board
THE FIRST quarter of 2015 has seen
strong growth for the UK toy market
on top of growth in Q1 2014 with
additional 23m of toys in Q1 2015.
March toy sales are up six per cent
in value and five per cent in volume,
with only the outdoor and sports toys
super category down for the month
due to the wetter weather this year.
Action figures is still growing
fast with the new film releases
properties Big Hero 6 and
Avengers adding to the growth
from last years blockbusters
Transformers, Ninja Turtles and
Spider-Man. Meanwhile in building
sets, LEGO Speed Champions has
sold over 400k in just one month,
adding to the strong re-launch of
LEGO Ninjago and Bionicle this year.
After growing by six per cent in
2014, girls remain a key element in
the toy market growth in 2015.
Disneys Frozen is the top
property in the UK for the eighth
month in a row and is selling over
1m of product a week twice
that of the nearest property.
The top new property across
the market is the girls collectable
range Shopkins, with the twopack Shopkins the number three
best selling item across the total
market for the month. As well as

new properties, historical brands
like My Little Pony have had a great
start to 2015, with sales almost
doubling on YTD 2014 performance
and now number 18 across total
toys YTD 2015.
This has been a stellar start to
2015 for toys, on top of a strong
2014 performance, said Jez
Fraser-Hook, practice director of
NPD Groups toy business in the

UK. With growth coming from both
boys and girls properties and across
multiple categories, its not just one
area of the market driving growth.
With plenty of strong products
still to come later this year, not
only is there a strong positive
attitude across the industry, but it
could be the biggest year ever for
UK toys.
Best item progression

March 2015
SPEED CHAMPIONS
PORSCHE ITALIA GT2
The new LEGO line roared up the

charts from number 9,194 in
February to number 16 in March, a
stunning 9,178 places.
Sales
UK toy sales
(value, year-to-date)
YTD
2014
YTD
2015
+6%
Source: NPD
Average toy price

March 14: 7.57
March 15: 7.63
UK RETAIL SALES TRENDS

March 2015 ( sales value)
March 2015 (Unit sales volume)
1LEGO MINIFIGURES
1LEGO MINIFIGURES
2.
FROZEN SNOW GLOW ELSA
3.
LEGO
LEGO
JAKKS PACIFIC
2.
MATCH ATTAX 2014/15
SHOPKINS 2 PACK
FLAIR
3.
HOT WHEELS BASIC CAR ASSORTMENT
4.
LEGO MIXELS
LEGO
4.
SHOPKINS 2 PACK
FLAIR
5.
HOT WHEELS BASIC CAR ASSORTMENT
MATTEL
5.
LEGO MIXELS
LEGO
6.
DISNEY FROZEN ELSA SPARKLING ICE CASTLE
LEGO
6.
MAGIC BOX ZOMLING BAGS
ESDEVIUM GAMES
7.
MATCH ATTAX 2014/15
TOPPS
7.
PLAY-DOH CLASSIC 4 PACK
HASBRO
8.
SHOPKINS 5 PACK
FLAIR
8.
MY LITTLE PONY MYSTERY BAG ASSORT.
HASBRO
9.
PLAY-DOH CLASSIC 4 PACK
HASBRO
9.
PLAY-DOH SINGLE TUB ASSORTMENT
HASBRO
HASBRO
10. DISNEY FROZEN ENCHANTED 2015 STICKERS
10. MARVEL SUPER HERO MASHERS FIGURES
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.
11 TN161 NPD_Final.indd 1
TOPPS
MATTEL
PANINI
01932 355 580

May 11
22/04/2015 16:17
APPOINTMENTS
Industry moves
Toy invention company, Carterbench enters a new chapter as MD Rob Kay retires, Epoch appoints a new
sales manager for the East and South East and Jumbo Games eyes further expansion with a new hire
CARTERBENCH Cofounder and MD ROB KAY

has retired from the firm
after 40 years in the toy
business. As the company
now enters a new chapter,
ROSS WORTHINGTON
prepares to step into
JUMBO GAMES The

childrens and adult puzzle
specialist has expanded
its team, welcoming CHRIS
SERMANNI as its latest
sales agent. Sermanni
boasts an extensive
background in the toy
industry, dating back to
1996, when he covered
Scotland and its islands.
With great experience in
the toy industry, the firm
is confident Sermanni will
embark on his new role
in the focused manner it
prides itself upon. Sermanni
will report to Jumbo Games
MD GRAY RICHMOND.
12 May
12 TN161 People_Final.indd 1
the role of managing

director, with co-directors
SUZANNE ROBINSON,
SIMON GIDION and JIM
KEENAN all joining the
senior management team.
Each brings over 25 years
experience in the toy
invention business to their

new roles. Kay will remain
on board in a consultancy
role with the toy invention
company, and Worthington
has wished him well with
his retirement and all his
new adventures.
KIDICRAFT
The team has
promoted
KRISTINA
HOLDEN
to operations director
with the remit to focus
on customer service and
supply. Holden has been
welcomed to her new
position by the firms owner
and MD, ROY GREENWOOD
as the company continues
its efforts to grow the
business this year. Holden
has been commended
for her fundamental
contributions to the
business in its history.
West of England. DARREN

TODD has joined to
represent the firms range
of wooden, retro, craft and
pocket money toys. Todd
boasts a background in the
book trade, experience that
MD, PAUL TUCK believes
makes him a valuable
addition to the team.
ACKERMAN
INTERNATIONAL
The UK
distributor
for The Irish
Fairy Door Company has
welcomed a new sales
manager for the North
POUNDSTRETCHER
The discount retailer
is continuing its plans
for growth with the
appointment of a new
head of marketing. CARL
SUTTON has taken up
the newly created role,
following 13 years at Wilko
where he was responsible
EPOCH MAKING TOYS

The team behind
hit collectable range,
Sylvanian Families
has appointed a new
sales representative
for the East and
South East. SARAH
MORRIS has joined
the firm to take
up the position of
territory manager
for the Eastern
region. With over ten
years experience
in increasingly
responsible roles,
Morris has played
an integral role with
several successful
companies,
including the Enchanted
Wood Toy Stores. Her
experience is enhanced
by a vast knowledge
of Epoch Making Toys
products, eight years of
management experience,
14 years customer
for brand development.
In his new role, Sutton
will work on the brands
marketing communication
plan. He will report to the
groups managing director,
IAN YORK who joined the
retailer in October 2014.
iGEN INSIGHT
Following
continued
growth in
the kids,
youth and
family research arena,
the firm has bolstered
its management team.
CLAIRE MILNER has joined
the company as research
manager from ABRSM, a
leading music education
provider. Milner is well
versed in both quantitative
and qualitative methods,
from small to large
projects across the UK and
international markets.
services experience and

the completion of a BA
in Business Studies. The
firm is looking forward to
seeing Morris experience
in action as it continues
to strengthen its reach in
the Eastern region.
WARNER
BROTHERS
CONSUMER
PRODUCTS
After
18 years
at the firm, BRUNO
SCHWOBTHALER is to
leave his role as senior vice
president of marketing,
sales and business
development EMEA.
CHARACTER
WORLD
The
company
has
appointed
LINDSEY BONNEY as head
of supply chain operations.
The moves comes as
the Manchester-based
business continues its
international growth drive.
Bonney joins after 14
years as group commercial
manager at Caldeira.
22/04/2015 18:28
ToyNews Half Page Ad_BonnieandPearl_042015_3.pdf
4/20/15
1:06 PM
Award winning doll brand set to expand this SUMMER

The brand launched in September 2013 winning three
national retail awards in its first year of operation,
including two BCSC Opal Awards and a SCEPTRE Award.
C
Bonnie and Pearl will be expanding their retail business

throughout the UK, Europe and Middle East from
July 2015.
CM
MY
CY
CMY
The beautifully crafted, 19 Bonnie & Pearl dolls come in

seven different options, complete with an outfit, bed,
soft pillow and adoption certificate.
Doll accessories, outfits, furniture and girl matching
outfits are also available to inspire imagination,
creativity and friendship 8 years and up.
For more information, visit
The Irish Fairy Door Company brings

its magic to the United Kingdom
Parents and children love our magical interactive journey
with exclusive weekly stories and play ideas direct from Fairy Valley
Handcrafted in Ireland from sustainable wood.

Suitable for families with boys and girls of all ages.
Discover the whole range at www.theirishfairydoorcompany.com
The very idea that the magical

can bring parent and child together
in a play situation is wonderful,
Dr Amanda Gummer,
psychologist and founder
fundamentallychildren.com.
theirishfairydoorcompany
@irishfairydoor
13 TN161.indd 1
21/04/2015 15:01
14 TN161.indd 1
21/04/2015 15:21
OPINION
The changing face of retail

Steve Reece takes a look at how technology will change the toy retail landscape, with the
likes of YouTube and drones set to make waves
UK TOY retail has seen
seismic shifts and much
disruption across the last
decade or so.
Apart from the loss
of the then second
largest UK toy retailer
(Woolworths), weve also
seen the monumental
transition from online retail
as a window shopping
destination to today where
it is a very major driver, with
further growth likely in the
coming years.
Considering the longerterm trends going forward
is a more difficult business,
but there are some trends
we can look to for insight.
Firstly, we can look at
the fundamentals, which
are unlikely to change.
While the high profile,
high price point tech toys

will continue to grab the
headlines, the established
long-standing play patterns
are not going away.
Kids continue to look
for/need classic physical
play patterns to develop
cognitive and motor skills,
and continue to respond
to colourful, tactile fun in
simple formats.
Moreover, we can look at
the sales enhancing effect
of try me and does what it
says on the tin packaging
format and design
visually striking packaging
which helps to bring toys
to life for kids will continue
to sell.
Therefore my conclusion
is that physical toys with
established play patterns
are going nowhere,

and physical retail
environments in which kids
can get hands on with toys
and related products are
also here for the long-term
from online sales is an

emotive subject especially
after the challenges of
over demand/late arrivals
last December.
However change is afoot.
The toy industry is increasingly

looking to YouTube reviews as a
core communications channel, and
this is likely to grow in importance.
regardless of any doom
mongering we may hear
from time to time.
Looking further into how
technology will change
the toy retail landscape,
delivery of products from
online sales is set to be
revolutionised in the next
few years. Clearly delivery
Looking at recent
developments, it appears
that drone delivery will
be common place by the
end of this decade from
Amazon at least. Whether
that will prove to be a cost
effective quick service or
an over-priced gimmick
remains to be seen, but
there is certainly the

potential for there to be a
sky full of buzzing drones
to avoid last years issues
becoming an annual fiasco.
The other major
untapped potentially
revolutionary resource
as far as toy retail is
concerned is a YouTube
product portal.
The toy industry is
increasingly looking to
YouTube reviews as a core
communications channel,
and over time this is likely
to continue to grow in
importance.
With some toy review
channels getting tens of
millions of views, YouTube
will surely integrate an
e-commerce portal at some
point in the future.
Steve Reece runs a leading consultancy delivering consumer research and manufacturing sourcing services to toy and game companies. Contact him via www.KidsBrandInsight.com.
Magic moments
Niamh Sherwin Barry explains the mantra behind The Irish Fairy Door Company and reveals
why the product has been a hit with children and adults alike
WHEN WE spotted the
recent news story about a
Somerset council planning
to tear down some of the
400 plus fairy doors that
had appeared in their local
woods, we didnt just see
this as the perfect time to
launch in the UK.
Yes, it was an ideal
platform for us to offer to
re-home evicted fairies and
to engage with outraged
fairy-fans. More than that,
we saw it as a great opener
to a much-needed wider
discussion on the power of
belief and magic in play.
It is this which is central
to everything we do here
at The Irish Fairy Door
Company.
The imagination is an
extremely powerful and
wonderful thing. In recent

times, imagination use by
our children has been on
the decline. Were all for
embracing technology at
fairy HQ but seeing that the
rise in popularity of digital
babysitters means it
becomes more challenging
to get kids to just play.
Our concept and product
brings the child right
back to basics, making
independent decisions from
the moment our interactive
item arrives.
From where (will I put
my door?), what (will I
call my fairy?), who (do I
want my fairy to be, boy
or girl?) instantly the
connection begins to form
with this magical little
being and gives a child the
responsibility of making
decisions, which we think
is both very powerful and
super-important.
Once these decisions are
made, the key in the bottle
is left out beside the fairys
door. The next morning
when the child sees that
the key is gone and that
their fairy has arrived,
picked it up and moved in,
the imagination explodes.
From that moment on,
they know that theres
a magical little fairy
living behind that door.
Communicating with the
fairy becomes part of daily
life, creating play patterns,
imagining adventures,
creating stories its truly
quite magical what these
fairy doors can achieve.
Theres always a new

story to tell or activity
to do. With the help of
the creative team and of
course Queen Kate and
her Council, the magic
continues to flow.
We have online content
and supply updated
materials via our iOS and
Android app for that added
touch of technology, which
we realise forms a small yet
important part of the entire
play pattern.
We knew when we
started to develop our
concept that children
would love it. What we
didnt bank on was that the
adults would love it too.
We get constant
feedback from many a
grown-up that the magic
of our little doors have

brought back so many
lovely memories they had
of their own childhood.
Bringing it back to basics
and letting the imagination
take over.
We dont believe theres
any other product on the
market at the moment
that replicates the magical
moment when that
key disappears and the
childs imagination ignites
instantly. All of a sudden
memories are being made
that will last forever.
Its far from a little piece
of wood we are selling.
We are selling a magical
journey. A journey that not
only the child can go on,
but where the whole family
can come too.
Niamh Sherwin Barry is director of The Irish Fairy Door Company. The Irish Fairy Door Company products are distributed in the UK exclusively by Ackerman International. All trade
enquiries: enquiries@ackermanintl.co.uk or 01279 408 208.
15 TN161 Opinion_Final.indd 1
May 15
22/04/2015 16:15
OPINION
Why I launched the Bananagrams Challenge

Top Banana Rena Nathanson reveals the origins of the first ever Bananagrams Challenge and
her plans to grow the event in the near future
THERE ARE many games
which would work well
in the classroom, but in
reality, getting them into
schools in the first place
can be quite a challenge.
Schools are working with
limited budgets and need
to ensure the tools and
collateral they buy for the
classroom are going to be
of the very best benefit
to the children, and with
teachers time already
stretched, there are limited
hours in the day for trying
out different games.
Ive always known that
Bananagrams would
work in classrooms. Its a
great tool for spelling and
literacy exercises, and the
gameplay is also perfect for
a classroom setting.
The Bananagrams
Challenge is the
culmination of years of
hard work and dedication in
getting our game to market
and, more importantly,
getting it played by the
right audience: kids.
Its exciting to think that
15,000 children in 500
schools in the UK are now
playing Bananagrams.
We decided to run the
first ever Bananagrams
Challenge in the UK for a
number of reasons.
Firstly, I live here and my
own children went through
the British school system,
so it felt like the natural
launch-pad. Secondly,
the size was important
when configuring the
play aspects. Capping the
Challenge at 500 schools

was a comfortable starting
point for us, although we
were very oversubscribed
and already have a hefty
sign-up list for next year.
As for the live Grand Final
itself, where ten-year-old
Louis Webber was the first
child in the world to be
crowned Top Banana, Im
still buzzing.
The feedback has all
been overwhelmingly
positive and everyone really
enjoyed their special day
at a fantastic venue. The
children were so inspiring
in addition to their
incredible vocabulary and
spelling skills, they showed
excellent sportsmanship,
always supporting their
opponents with a smile.
Going forward, we
will definitely grow The
Bananagrams Challenge
and open it up to more
schools in the UK. Now we
have a really firm grasp on
whats involved, we feel we
can only go from strength
to strength.
We plan to roll out the

Challenge in the US next,
with the final to be played
in late spring 2016. Well
start regionally so we can
keep the logistics tight, but
were confident that it will
become a national, annual
event in the US, too.
Rena Nathanson is Top Banana at Bananagrams.
Licence to thrill
Elfie Knapen, VP promotional services for Cartamundi, discusses the delights and difficulties
of producing attractive licensed product at retail
IM RESPONSIBLE for
developing and rolling out
Cartamundis promotional
services strategy with
the company purpose in
mind: Sharing the magic of
playing together.
I work closely together
with the other VPs, VP
consumer products
(retail) and VP games
manufacturing services,
both to broaden and
strengthen our offer in
promotions.
That means making use
of our network with game
developers to introduce
new game mechanics in
promotional offerings and
making use of our network
with licensors and game
brands to launch licensed
and branded promotions.
All campaigns are

tailor-made and adapted
to the needs, targets
and preferences of the
customer. The process
of retail activation differs
between a licensed
product and a Cartamundi-
In addition licensed
programmes ensure high
quality and engaging
content and imagery, in line
with consumer trends.
The main challenge is
the obvious one: to get all
parties aligned.
With licences, work starts early.

But retailers and brands are very
well organised when it comes to
planning activation campaigns.
only product. Offering a
programme based on a
licence is an opportunity
but also a challenge. Its
an opportunity because
we can assure our retail
customers of instant buy-in
from consumers.
Most of all, a campaign

must not infringe licensor
conditions and must meet
the licensor expectations
as to visibility and respect
for its IPs.
The storyline is prediscussed and agreed upon
between the licensor and

our licensing manager.
Once we enter a
pitch and co-create the
programme with our retail
customers, the approval
process has to be repeated
case by case. Our creative
studio is in touch with the
licensor and uploads the
designs in the required
formats. We need lots
of images (and lots of
approvals) to be able to
make a compelling card
collection.
With many licences, work
starts early, often a year
ahead. However, retailers
and brands are very well
organised when it comes
to planning activation
campaigns. Of course,
when it comes to approval,
the licensor always has the

final word.
By contrast, the pro of
a tailor-made programme
based on generic topics of
interest to the consumer is
that the approach is largely
down to the retailer.
It is, however, an
intensive process in
concepting, for which
Cartamundi takes on the
entire project management,
bearing in mind that a
licence-free concept will
only succeed with the
consumer if the message is
clear, the imagery engaging
and it makes sense.
With a licensed campaign
there can be a number of
challenges but introducing
consumers to the subject
matter isnt one of them.
Elfie Knapen is VP promotional services for Cartamundi.
16 May
16 TN161 Opinion_Final.indd 1
22/04/2015 16:14
Discover the UKs premier range

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New lines and products released
for September 2015.
Call or write to us for more information
Special rates for first time orders
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020.7060.6151
Winner: Playdoll of the Year 2014
Winner: Industry Choice 2013 and 2014
YO U R F R I E N D F O R E V E R
4 Girls DL_FINAL.indd 1
17 TN161.indd 1
22/09/2014 12:50
21/04/2015 15:09
20 TN160.indd 1
18/03/2015 14:08
Sponsored by:
Since we published our first ever Top 100 Women in Toys listing last year, we have been inundated with
requests to find out when we would be running it again. Well, here it is. From managing directors, inventors
and sales executives, through to PR, marketing, creatives, licensing and media specialists and retailers, our
top 100 for 2015 are all inspirational and influential individuals - who just happen to be female
Angela
Affinita, Head
of Creative &
Production,
Disneymedia+
Sarah Allen,
Head of PR,
Mattel
Sharday
Awori,
Account
Director,
Norton & Co
Nominated for her work

with the Make Time to Play
campaign, Affinita was
praised for her dedication
and attention to detail
when creating the ads and
idents. The Disney team
worked with the BTHA to
come up with new look ads
last year to promote the
benefits of play, as well as
giving airtime to boost the
campaign. She originally
joined Disney in the summer
of 2013, before taking
on her current role in
September 2014.
As well as being a popular

PR in the business, Allen
also represents the
industry on a number of
committees and panels,
putting forward intelligent
and inspired input. The
long serving director has
worked on brands including
Barbie, Hot Wheels,
Monster High, Fisher-Price,
Thomas & Friends and Ever
After High. Proactive with
ideas which fit with your
publication, you are also
always guaranteed a fast
turnaround on copy.
Since joining Norton in

2012, Awori has risen
through the ranks from
senior account executive
to account director.
Responsible for mentoring
and managing her own
team, she has played an
integral role in leading
client relationships,
strategic planning and
activity execution on key
accounts including LEGO.
Well respected and popular,
Awori has a professional,
honest and straightforward
approach to PR.
Christine
Baxter,
Exhibition &
Special Events
Manager,
BTHA
Rosie Bayles,
Director
of Media &
Licensing,
Bandai
Nicola Bergot,
Commercial
Director,
Flair
Described as the lynchpin

of the Toy Fair office,
Baxter has spent 20 years
in the industry working
on the annual showcase.
She is a lovely person
who is totally honest,
hardworking, dedicated
and professional, read
her nomination. She has
wonderful people skills,
is very approachable and
is held in high esteem.
Nothing is ever too much
trouble for her. Baxter was
awarded a Golden Teddy at
this years Toy Fair.
19-25 TN161 WOTY 2015 Top 100_Final.indd 1
Bayles has been one of

Bandai UKs key personnel
for more than 20 years.
Having headed up the
marketing team until
2008, Bayles then moved
to her current role of
director of media and
licensing. In this role, she is
responsible for overseeing
new opportunities for
partnerships with media
partners and licensors. As
well as being a key member
of the Bandai team, Bayles
has also been a committee
member for the BTHA.
Bergot has vast experience

in sales garnered from
12 years at LEGO before
joining Flair not long after it
started in 2000. As the firm
grew rapidly, as did Bergots
reputation for commercial
nous as sales director,
coupled with making sure
the customers needs were
met. She was promoted
to commercial director in
2013, with her energy and
efficiency having been
behind some of the most
successful toy launches of
the last 15 years.
Sue Barratt,
UK sales,
Melissa &
Doug
Barratt has worked in

the toy trade for over
20 years, including high
profile roles as general
manager of Mega Brands
and UK general manager of
Meccano - a role she held
until December 2013. Well
respected and liked across
the business, Barratt now
looks after all of the major
UK accounts for US brand
Melissa & Doug - their
sole employee outside of
America. Prior to her toy
career, she was a nurse at
the John Radcliffe Hospital.
Lianne
Bertelli,
Founder,
Bertelli
Comms
Celebrating five years in
the business this year,
Bertelli has grown her
communications company
from scratch, working with
several high profile toy
companies and some new
additions which are soon to
be announced. Her client
roster includes Sambro
which has seen a significant
uplift in its media profile
Maps Toys, Brainstorm and
new client Global Solutions
for Clothing, as well as
having several nursery
clients in its portfolio.
Michele
Bates,
MD,
Evolution PR
Michele is an integral part

of the industry PR to many,
works hard to promote
the industry generally and
has, since the middle of
2014, given her and her
teams time, pro bono to
help promote the work of
the Toy Trust, read one
of her nominations. Bates
began Evolution PR in 2004
and since then it has gone
from strength to strength,
working with many top
toy, licensing and nursery
companies. One of the most
trusted PRs in the business.
Trudi Bishop,
Head of
Marketing &
Licensing,
Cartamundi
In her second year at
Cartamundi, Bishop has
further developed its retail
product offering. This
includes the Carta Magic
line, Pitch Black playing
cards, continuing tie-ins
with entertainment brands
and the expansion of the
Shuffle range. She works
across the full product
range and sales channels,
bringing extensive
experience in product
marketing in the UK, EMEA
and Australasian markets
from previous roles.
May 19
22/04/2015 17:45
Sponsored by:
Caroline
Brotherton,
Director,
H Grossman
Brotherton has worked for

H Grossman for around 18
years and, according to
the person who nominated
her, deserves to be made
a Dame. She has been
instrumental in turning a
toy company that dealt
with wholesale only into
a leading brand which
attracts great licences and
has become Scotlands
biggest toy firm. She
has formidable skills in
marketing and admin, and
is very much the anchor
to managing director and
owner - Martin Grossman.
Ali Brown,
Marketing
Manager,
Orchard Toys
Lauren Byrne,
Senior Brand
Manager,
TOMY
Brown joined Orchard

Toys in February 2013,
arriving with a wealth of
experience having worked
with business-to-business
and business-to-consumer
clients. Her previous roles
include working in the
marketing department
at Virgin Money, as well
as working on the Disney
Ice account while at Fox
Murphy. Recent Orchard
products Brown has worked
on include Match and Spell,
What do I do?, Pizza, Pizza
and Big Number JIgsaw
among others.
During her time at Tomy,

Byrne has driven the
development of key global
brands providing clear
direction and reason for
being. She brings fantastic
creativity and strong
business acumen to her
brands, and is passionate
and enthusiastic, which
is seen in the work she
has produced. When not
working on driving the
business, Byrne has taken
the position of head of
Tomys social committee,
which is a true reflection of
her upbeat personality.
Rebecca Clark,
Brand
Manager,
Toys,
Re:creation
Lauren
Coombs,
Head of AV
Engagement,
Generation
Media
Cavanagh has extensive

experience in trade
marketing and business
management in both
the UK and international
markets. She joined Hasbro
in February 2012, prior to
which she was the senior
marketing manager at
Casio UK. She has also
held positions with Epson,
Samsung and Olympus.
Cavanagh studied BA Hons
Law and Sociology at the
University of Warwick
before going on to do an
MA in Marketing.
With five years experience

in the industry, Clark has
unstoppable energy for
toys. Its a good thing as
she is responsible for key
toy brands in Re:creations
portfolio including LEGO
Lights. Last year, Clark
was responsible for the
launch of the sell out plush
success story Stretchkins,
which was highlighted by
NPD as the best new nonlicensed plush launch in
2014. This year, she has
been tasked with launching
four new brands.
Associate director and

head of AV engagement at
Generation Media, Coombs
career has been focused
on the strategic planning
and implementation of
campaigns across the
toys and games space in
the UK and ROI markets.
Her experience and
enthusiasm for media and
the toy market shines
through in her work, and
she demonstrates an
abundance of energy and
enthusiasm to every task
she undertakes.
Nancy Davies,
Sales
Director,
Interplay
Marian Davis,
Marketing
Manager,
MGA & Zapf
Creation
Tracey Devine,
European
Marketing
& Licensing
Director,
KD UK
One of the loveliest,

smiliest and hardworking
women in the industry,
Nancy has been integral in
the success of Interplay.
Her dedication and passion
for her ranges never
falters, commented one
exec who put her forward
for the listing. Davies has
been in her role at Interplay
for over ten years, helping
to grow sales substantially.
Launching the firm into
the international market
has been one of her most
significant achievements.
A leading figure in the

industry, Davis has worked
in the toy and licensing
sectors since 1991. Past
achievements include
successfully relaunching
the Maclaren brand in 2001
and achieving 22 per cent
annual sales growth as
marketing manager for
Barbie at Mattel. At Zapf,
she has maintained market
positions for Baby Annabell
and Baby Born, as well as
enjoying success with new
launches including Moxie
Girls and Lalaloopsy.
Devine has played an

essential part in leading
the KD UK team and her
involvement in marketing,
licensing and sales has
been critical in getting the
company to where it is
today. Always positive, she
brings life to the office say
her colleagues. She has
built fantastic relationships
with both internal and
external stakeholders
including KD Groups
worldwide employees,
retailers and licensors. A
true toy industry star.
Nieve
Cavanagh,
Marketing
Manager,
Hasbro
20 May
Frances Cain,
Owner of A
Girl For All
Time and WIT
UK Chair
Among her many notable
accolades, Cain is the
owner of an internationally
successful brand A Girl For
All Time and is also the
UK Chair for the Women in
Toys organisation. Cain has
been praised for countering
the gender neutral debate
with a range which actively
seeks out to prove that
being feminine and being
intelligent are not mutually
exclusive. A pleasure to
work with, especially when
she is so passionate about
the integrity and quality of
her product.
Robyn
Cowling,
Licensing
Director,
Underground
Toys
A popular figure in the toy
and licensing industries,
Cowling has been with
Underground Toys from the
very start and is described
as a big cog in the
Underground Toys wheel.
As licensing director, she
is responsible for getting
the firm exciting new
licensing deals. Cowling
also heads up the product
development team, who are
busy working on new lines,
as well as the expansion
into new categories like
homewares in the US.
Sabine Dix,
National
Account
Manager,
Trends UK
Dix has held influential
sales roles at companies
including Spin Master,
Tomy, MGA and currently
at Trends UK for the past
two years. Colleagues
mentioned her cheerful
outlook, enthusiasm for
products and her ability
to get positive results.
Her communication is
impeccable, her product
knowledge outstanding
and she provides fantastic
service for both customers
and business partners,
according to her nominator.
Sally Carnall,
Marketing
Manager,
Epoch
Carnall joined Epoch

making toys in November
2013, boasting marketing
experience from outside
the industry combined
with two degrees in
international business.
Quickly making her mark on
the company, Carnall has
successfully implemented
global strategies for the UK
market, including a rebrand
of Sylvanian Families across
all marketing materials,
plus new TV, PR and social
media campaigns. She also
featured in our 30 Under 30
listing earlier this year.
Natasha
Crookes,
Director of
Comms,
BTHA
Crookes has been a
key driver at the BTHA
throughout her career in
the industry from 2002.
She tackles all issues on
behalf of the membership
with creativity, great skill
and enthusiasm, and is a
superb ambassador when
it comes to Government
relations and in the wider
media. In addition to her
role at the BTHA, Crookes
is also currently co-chair
of the Toy Industries of
Europes Communications
committee.
Alison Downie,
Senior
Licensing &
Brand Dev
Manager,
Golden Bear
Downies nominator
said that she impresses
me each day with her
knowledge of our ever
changing industry. For me,
she is someone to aspire
to and provides me with
continued support in all
areas of my role. Downie
not only works tirelessly
on the licensing side, but
can also be seen at all
trade fairs, setting up and
breaking down. She also
oversees GBs development
in Hong Kong, making the
trip four times a year.
22/04/2015 17:45
Emma Eden,
Marketing
Manager,
Spin Master
Eden joined Spin Master

in May 2010 as brand
manager, before taking
on the role of marketing
manager in December
2013. She currently
manages some of the
companys biggest brands
including Meccano, preschool hit Paw Patrol and
RC brand Air Hogs. Prior
to Spin Master, Eden was
at VTech, first as trade
marketing executive and
then marketing manager.
Before this, she worked on
the Sea Life brand at Merlin
Entertainments.
Sharon
Fosbery,
Marketing
Manager,
University
Games
Fosbery joined University
Games three years ago
and has been instrumental
in the growth the firm
has seen in that time. In
fact, its US arm gave her a
special award to honour her
outstanding contribution
to the business in 2014.
A stickler for detail, she
leaves no stone unturned
to ensure the business has
all information required to
support its retailers. As UG
moves into arts and crafts,
her work on the launch plan
is starting to reap benefits.
Gemma
Gallagher,
Director,
Toytesters.tv
Its been a busy past 12

months for Gallagher and
Toytesters.tv. The firm has
been putting plans in place
for its UK tour, as well as
launching a news show
for children all about toys.
A major development is a
new toy awards ceremony
being planned for later on
this year, while the brand
also has 20,000 children
following it on its new social
media platform. This year,
its all about connecting
toys with consumers and
growing the brand.
Kathryn Elliott
(Ludlam),
Brand
Manager,
Character
Options
Ludlam has been with
Character Options for six
years and is a most valued
member of the marketing
team. She knows her
brands inside out and
applies great attention to
detail in creating rounded
marketing campaigns.
Brands in her portfolio
include Chillfactor, Little
Live Pets and Ugglys Pet
Shop, bringing them all to
market from a standing
start. Most of all, her
likable, sunny disposition
is infectious making her a
pleasure to work with.
Caroline
Fosbury,
Founder,
Fosbury PR
This year marked Fosburys

25th Toy Fair. She has
represented many of the
top firms at the show over
the years, including Hasbro
and Tyco and more recently
Mega Brands and Worlds
Apart. This past year has
probably been the most
successful to date PR wise.
Having sold the majority
of her business, Fosbury
worked with Spin Master
to support the launch of
Meccano, with six national
daily press interviews lined
up for CEO Ben Varadi.
AnnMarie
Garrett,
Buying
Controller,
Smyths
Garrett was praised by a
number of execs for doing
an absolutely sterling
job which is really moving
Smyths forward. One of her
nominators said that she
was the type of lady who
just gets on with it without
fuss and attention. Very
dedicated and hardworking,
several suppliers were
keen to recognise what a
great job she does. Garrett
accepted Smyths award
for Overall Toy Retailer of
the Year at this years Toy
Industry Awards.
Vicki Elmer,
Product
Manager,
Bandai
Bandais product manager

and media planner, Elmer
has a wealth of experience
in the toy and licensing
industries. Prior to joining
Bandai in 2010, she spent
four years at Corinthian as
the marketing manager for
In My Pocket, while she has
also worked on pre-school
brands Muffin the Mule and
Thomas & Friends. Recent
focuses at Bandai have
been on the Power Rangers
series, along with the
likes of Big Hero 6, Bandai,
Monchhichi, Tamagotchi
Friends and Sprukits.
Tina-Louise
Foster,
Senior
Director Int.
Licensing,
MGA
Over the past 12 months,
Foster has been working
on expansion in the UK and
EMEA for MGAs brands.
She has put in place
international promotional
partnerships for Lalaloopsy
with Burger King and BuildA-Bear. In addition, she
has been working on the
expansion of Little Tikes
with a DTR deal with Asda
into nursery, apparel and
stationery. Prior to MGA,
Foster was head of EMEA licensing and promotions at
DreamWorks Animation.
Andrea
Gornall,
Senior Buyer,
Shop Direct
Gornall received a number

of plaudits. She has been
at the forefront of the
toy department as Shop
Direct has transformed
from a traditional catalogue
business to a leading
online digital retailer.
Described as passionate
and enthusiastic, Gornall
has also recently taken the
lead working with licensors
and developing relationships
to help expand the retailers
licensed ranges outside toys
and into apparel, gifts and
DVD among other areas.
Katy Fletcher,
Brand
Manager,
Re:creation
With almost 15 years

experience in the toy
industry, Fletcher has vast
knowledge of her subject.
Starting her toy career at
VTech, she is now brand
manager for outdoor toys
at Re:creation. Her passion
for outdoor products has
seen the Razor brand
deliver some incredible
results, including 14 per
cent growth in the past
year. 2015 will see Crazy
Cart joined by the Lil
Crazy, while Razor Junior
introduces the Mini Mod for
the pre-school sector.
Naomi Fowler,
Finance
Manager,
Re:creation
Having spent over seven

years at the helm of
the Re:creation finance
department, Fowler has
been instrumental in
helping it deliver strong
growth and was key in its
restructure a few years
ago. She is well respected
in the firm for her business
acumen, as well as her
ability to roll up her sleeves
and get stuck in. When she
doesnt have her nose in
numbers, Fowler will often
be found manning events of
all kinds for the firm.
Helen
Gourley,
Owner,
Toy Hub
For the last five years,

Gourley has co-managed
the successful indie, multichannel toy store Toy Hub
in Dunblane, Scotland. She
is an active member of
our Retail Advisory Board,
never short of insight
into High Street and toy
industry trends. She is
also an eminent member
of her local chamber of
commerce, in a role that
has seen her having to
herd live reindeer for local
Christmas scenes on more
than one occasion.
Lucie Follett,
Creative
Director,
Arklu
Follett was a complete

newcomer to the toy
industry when Arklu was
formed in December
2010. Having enjoyed
success with the Princess
Catherine engagement
and Royal Wedding dolls,
the idea for Lottie - a doll
which is based on a child
- was next up. Just over
two years later, Lottie
has won 21 international
awards, including five
of the coveted Platinum
Oppenheim Best Toy
Awards, and is on sale in
over 30 countries.
Fiona Fraser
Bell,
Sales &
Marketing
Director,
Accentuate
Despite having no previous
experience in the toy space,
Fraser Bell (along with her
brother Graeme) threw
herself into the launch of
Accentuate, embracing
every opportunity that
came her way. From
doorstepping John Lewis
(and succeeding in getting
the game onto shelves
in time for Christmas), to
manning stands at trade
and consumer events, she
has immersed herself in the
task of getting Accentuate
into peoples hands.
Kay Green,
UK Marketing
Director,
Hasbro
Green took on her

current role at Hasbro
in August 2011. Prior to
this, she had headed up
the toy giants European
marketing team. Recent
successes for Green and
her team include the high
profile campaign behind
Transformers: Age of
Extinction, plus continued
work on top brands such as
Monopoly, My Little Pony
and Nerf. Green has been
championed for bringing
an element of fun to
everything she does.
May 21
22/04/2015 17:45
Sponsored by:
Amanda
Gummer,
Director,
Good Toy
Guide
It would be difficult to find
someone more dedicated
to the UK toy industry
than Dr Gummer, according
to her nominator. She
is passionate about the
importance of toys and
play in a childs life and
regularly appears on TV,
radio and in the print
media championing the toy
industry. She is described
as the heart and soul of
Fundamentally Children
and Good Toy Guide, having
taken it from a concept
through to the thriving
business it is today.
Sally Hunter,
National
Account
Manager,
VTech
Hunter started in the toy
industry working for her
dads company - Hunter
Toys - before moving to
Peterkin and then on to
VTech in 2008. Over the
past seven years, she has
worked on and developed
many accounts, buying
groups and agents,
boasting vast experience
with all channels from
grocers, variety stores and
toy specialists, through to
FOB business. The life and
soul of any function, Hunter
is well liked and respected.
Charlotte Le
Rougetel,
Founder,
Circus
The PR agency face of Toy

Fair, The Gadget Show and
Dream Toys for a number
of years, last year saw Le
Rougetel take the step to
set up her own business.
Already boasting Strider
UK among her clients,
her knowledge and no
nonsense approach to
PR has been praised as
being of great value to
the toy industry. Modern
ideas alongside sensible
budget planning and an
approachable manner make
her very easy to work with.
22 May
Hayley
HanwellHolland,
Export
Manager,
John Crane
Hanwell-Holland looks
after the entire export
department at John Crane
with her responsibility
ranging from finding
agents and distributors in
the main countries of the
world, to pricing, costing,
understanding market
drivers and the actual
contct with the agents
offices. She also assists
in many other areas of
the business from HR to
organising events, all with
a smile and a joke ... even
when it comes to putting up
with MD Jonathan Thorpe...
Majen Immink,
Head of
Toy Fair
Operations &
Sales, BTHA
Immink has been described
as like a swan during her
first Toy Fair in charge
this year. She kept her
cool during an incredibly
stressful few days and
made Toy Fair a pleasure to
be part of, said one exec.
On top of the usual show
stress, Immink also had to
deal with the 2016 date
issue, which she did in a
cool, calm and professional
way. Creative, organised
and thinks strategically and
skilfully on all matters, Toy
Fair is in safe hands.
Ruth Leonard,
Director of
Marketing &
New Business
Development,
Carte Blanche
Leonard has been in the
licensing and toy industry
since 2003. She has worked
across a wide portfolio of
brands including Disney,
WWE, Marvel and more
recently Moshi Monsters.
In the last 12 months,
she has been responsible
for the marketing and
development of the Me to
You, as well as developing
the licensing-in portfolio
for Carte Blanche. She has
secured deals with Syco,
BBC Worldwide and Saban
Brands among others.
Lindsay
Hardy,
Marketing
Director,
Trends UK
Hardy has been a leading
figure in the toy business
for many years. She
has played a key part in
launching huge brands into
the UK and was part of the
core team that set up Flair
and turned it into a major
success. Now part of the
Trends UK team, Hardys
experience in the business
is a big benefit, supporting
the growing company. She
is also one of the loveliest
people you could wish to
meet, delightful to work
with and inspiring people to
achieve the best they can.
Claire
Johnston,
Head of
Marketing,
Learning
Resources
Johnston joined Learning
Resources in 2014 and
has made an immediate
impact initiating strong
communications and
encouraging staff
into specialist roles. A
consummate networker,
Johnston is on the BTHA
committees for PR and
Toy Fair. Passionate about
education and community,
she is also a school
governor, business mentor,
fete organiser and regularly
participates in charity
events. Busy lady.
Gemma
Lewington,
Marketing
Manager,
Mookie
Lewington joined Mookie
in August 2014 to oversee
and run all of the firms
marketing campaigns.
Since her arrival, she has
launched TP Toys first ever
TV campaign, as well as
showcasing the future of
the firm with an impressive
Toy Fair stand. This year
will see Lewington launch
Pebli Town, Story Stars,
Fluffimals and 3D Maker,
with her putting together
Mookies biggest ever
marketing campaign in
company history.
Wendy Hill,
Director
of Brand
Activation,
Mattel
Hill has played a major role
in the toy industry since
she started at Mattel over
a decade ago. She has
risen up through the ranks,
working on Fisher-Price and
Hot Wheels brands, and
has reached her current
position through her strong
vision, tireless drive and
can-do attitude. Recent
successes include the
Fisher-Price Discover Your
Way campaign and a high
profile partnership with The
Daily Mail for Scrabble. Hill
is certainly an incredible
ambassador for Mattel.
Susan
Journeaux,
Marketing
Services
Manager,
Flair
Journeaux came from
a retail and marketing
background when she
joined Flair in 2003. She
has developed her skills
in a number of areas and
is an acknowledged guru
in many. If anyone needs
practical help or advice on
exhibitions, POS, websites,
catalogue and advertising
design, showroom displays
and graphics, Journeaux
can organise anything,
anywhere and probably
get it cheaper, too. A born
multi-tasker.
Michelle
Lilley,
Marketing
Manager,
Little Tikes
Directing high impact
campaigns, Lilleys tenacity
is widely recognised by
the industry and media
contacts alike. She had
only been at the firm for
a matter of months when
she managed to get a Cozy
Coupe on BBC Breakfast
during Toy Fair. Forging
relationships with brands
such as Butlins and getting
Little Tikes into several of
its biggest UK resorts with
Tikes Towns, shows Lilley
really makes big ideas come
to life for her brand.
Kristina
Holden,
Operations
Director,
Kidicraft
Holden has very recently
been promoted to
operations director
at Kidicraft, focusing
on customer service
and supply. Boss Roy
Greenwood commented:
Kristina has made a
fundamental contribution
to the business and this
appointment is just one of
the steps in our continued
growth plans. Holden - who
worked on the expansion
of the Primo range - added:
I am very much looking
forward to helping to drive
the business forward.
Aoife Lawler,
Founder,
Irish Fairy
Door
Company
One half of relative
newcomer to the toy
industry, The Irish Fairy Door
Company, Lawler launched
the business with childhood
friend Niamh Sherwin-Barry
(more on her later) 18
months ago. The duo have
already sold more than
150,000 fairy doors globally
and built up a strong social
media following and fan
base. Lawler is the creative
one, coming up with the
stories and play ideas which
are delivered weekly to
fairy door owners.
Gillian Logan,
Founder,
Skinny
Sketcher
Logan is an architect and

the creator of Skinny
Sketcher, a sketching and
colouring activity, designed
especially for budding
architects. Logan travelled
from Glasgow to last years
Inventors Workshop where
she teamed with Asobi
to design a whole Skinny
Sketcher range, which was
unveiled at London Toy
Fair earlier this year. The
collection is on track to
hit retail shelves in May,
thrusting the entrepreneur
into the industry spotlight.
22/04/2015 17:45
Kirsty
Mackenzie,
Marketing
Manager,
Flair
Mackenzie has made a
major contribution to Flairs
success in pre-school,
creative play and now girls
brands since joining the
company in 2010. Prior
to this, she held roles at
Vivid and Woolworths
in the entertainment
merchandise area. Quietly
determined, astonishingly
well organised and totally
focused on what needs
doing, Mackenzie is calm
and collected under
pressure, and highly valued
by her colleagues, both old
and new.
Rena
Nathanson,
CEO,
Bananagrams
Emily
Maclennan,
Category
Director,
Worlds Apart
Passion, unbridled
enthusiasm and an
incredible commitment to
get the job done are just
some of the attributes
Maclennan shows as
category director,
responsible for new
product launches. Her
ability to present, influence
and win support from
colleagues, retailers and
licensors alike is absolutely
proven, together with her
remarkable capacity for
managing multiple projects
at once - all with two active
under ten year olds.
Christine
Nicholls,
Vice
Chairman,
Golden Bear
Since Nathanson brought

Bananagrams to market in
2006, she has seen it go
from strength to strength.
It has sold more than
6.5 million games in 31
different countries, with
the stable now including
five tabletop games, two
Jumbo versions plus foreign
language editions. She has
overseen the Collins Little
Book of Bananagrams,
partnered with the BAFTA
Childrens Awards and
launched a tournament for
primary schools.
Described by one exec as

a stand out lady in the
toy business, Nicholls
began her career with Chad
Valley before co-founding
Golden Bear with John
Hales in 1979. Over the
years she has held various
positions with several toy
organisations and was
also the first female chair
of the BTHA. One of the
most respected execs in
the toy business and a
definite role model. One
exec commented: Christine
always makes time for you.
Foye Pascoe,
General
Manager UK &
Ireland,
Hasbro
Alicia
Peyrano,
Founder,
Little Citizens
Boutique
Pascoe became Hasbros

general manager, UK and
Ireland in 2010, going on
to also add Nordic and
Benelux to her remit. As
well as running Hasbro, she
has also been an amazing
leader as Chair of the Toy
Trust. She has worked
to highlight where the
funds go and expanded
the events so more of the
industry can get involved
(even the less sporty ones).
She always makes time
to listen and give sage
advice, offered one exec.
Peyrano opened Little

Citizens Boutique just over
two years ago, specialising
in bringing unique toys
from around the world to
children everywhere. She
says it is not just a store,
its also a celebration
of play and storytelling.
Peyrano works hard to offer
customers personalised
recommendations. This
year is set to be a busy
one, as Peyrano has been
accepted into a business
accelerator programme in
Northern Ireland.
Hayley
Macleod,
UK Retail
Sales
Manager,
Cartamundi
Macleod began an eventful
year at Cartamundi with a
much deserved promotion
from national account
manager to UK retail sales
manager. She has played a
major role in the successful
launch and continuing
expansion of the Shuffle
range, which now boasts
18 games with more on
the way. Macleod offers
a strong background in
sales, with previous roles
including international
sales manager for Flair and
national account manager
at Vivid Imaginations.
Nicola Mellor,
Brand
Manager,
MGA
Having proved herself in

the role of assistant brand
manager on Little Tikes
playing a pivotal role in
making it the number one
UK toy brand in 2014
Mellor was promoted to
brand manager for MGA
Entertainments new girls
property. With the launch
planned for later on this
year, she is currently busy
finetuning the marketing
strategy. She joined the
toy industry from Merit
LILIN UK in May 2013 and
is described as a rising star
and certainly one to watch.
Franka
Mulgirigama,
National
Account
Manager,
Mattel UK
Now managing the Toys
R Us, Smyths and The
Entertainer accounts at
Mattel, Mulgirigama started
her toy industry career
at Hasbro in 2001. She
spent five years with the
company before moving
on to Mega Brands in
December 2006, where
she handled a number of
different ranges including
the iconic pre-school
building block range, Mega
Bloks. She moved over to
Mattel following on from
its acquisition of the firm in
February 2014.
Holly Oldham,
Head of
Licensing
EMEA,
Rubies
Linda
Osbourne,
Founder,
KidzKreations
Emma Owen,
PR &
Promotions
Manager,
LEGO UK
A popular executive in
the toy, fancy dress
and licensing industries,
Oldham works with Rubies
extensive portfolio of
licensed character dress
up. Over the past year, she
has been focused on driving
the success of Disney
lines - with a particular
emphasis on Frozen - as
well as Teenage Mutant
Ninja Turtles among others.
Continuing to build Rubies
presence in the industry, an
international growth focus
for the business is next up.
Having taken KidzKreations

through its tenth
successful year, Osbourne
has now expanded across
the pond. Her nominator
commented: There really
is no stopping the drive
and passion that makes
KidzKreations one of the
unsung heroes in the
industry. Osbourne has
been in the toy industry for
over 30 years, beginning at
Mothercare before enjoying
stints at firms including
Golden Bear. Professional
and hardworking.
Owen has been in her

current role at LEGO UK for
over five years, and has
some notable successes
under her belt. These
include the 12 metre high
LEGO Christmas Tree at St
Pancras Station, the LEGO
Dress for London Fashion
Week, a walk-through
snow globe, a LEGO Santa
and nine reindeer, plus, of
course, the PR campaign
surrounding The LEGO
Movie. Prior to this role,
Owen managed the PR for
LEGOLAND.
Wendy
Phillips,
Founder,
Toy Safety
Experts
Phillips is an extremely well
respected expert in the
toy safety field, as well as
taking on the Convenorship
of the European Working
Group for Mechanical and
Physical Properties of
Toys. Phillips has been very
proactive on the Committee
(CW/15) for many years
and has made a significant
contribution to the field
of toy safety. She also
took time out last year to
educate delegates at our
Inventors Workshop in toy
safety legislation.
Ying
Pickavance,
Senior
Category
Manager,
Hy-Pro
Pickavance joined Hy-Pro
in 2010 as product
manager to develop
the wheeled brand Zinc.
Responsible for sourcing,
product development
and marketing, she has
helped Zinc grow into a
leading brand which now
has distribution around the
world. Her colleagues say
that she is a team player,
great fun to work with and
always goes the extra mile
in everything she does, is
constantly in demand and
copes well under pressure.
Katherine
Pierce,
Senior
Marketing
Manager,
Jumbo Games
Pierce has been working
for Jumbo Games since
2011 and has over 16
years global brand and
product management
experience. During her
time at the firm, she has
successfully secured a
wealth of licences including
DC Comics, Looney Tunes,
Furchester Hotel, Game of
Thrones and Thunderbirds
among others. She is
currently spearheading
the quirky General Election
campaign with Wasgij
puzzles and Dave Wasgij.
May 23
22/04/2015 17:45
Sponsored by:
Julie Pittilla,
Founder,
Pittilla PR
Sally
Plumridge,
International
Marketing
Director,
LeapFrog
The list would not be
complete without Sally
one of the toy industrys
most experienced, talented
and well respected
marketeers, said one
of the execs who put
Plumridge forward for the
listing. She certainly boasts
a wealth of experience
gained from senior
management positions
held at companies such as
Mattel and Tomy Europe. At
LeapFrog, she is responsible
for international marketing
and product, heading up a
team of six people.
Pope has worked in the toy

business for 30 years and
holds remarkable respect
among her peers. She was
responsible for the success
enjoyed by Early Learning
Centre in the 1980s and
1990s as lead buying
manager, and was one of
the first in the industry
to look for exclusive only
products and Anglo-cise
them for the UK market.
Pope has also had her own
consultancy and marketing
business, and enjoyed over
seven years in product
development at Trends UK.
Last years ToyNews

Woman of the Year, Quilter
again received many
plaudits for her inclusion in
this years listing, too. She
really is an inspiration to all,
with her fantastic attitude
and determination. She is
a credit to all women out
there, read just one of
the nominations. Quilters
advice last year to ladies
just starting out on their
career was: Work hard, be
passionate, learn your trade
and everything is possible.
Its great for women to be
recognised in business.
Ramdhian joined Flair seven

years ago from the nursery
industry. She has played a
pivotal role within the Flair
sales team and has handled
a number of its major
national accounts during
her career. Having worked
with Tesco for many years,
the grocer rewarded
Ramdhian last year with a
personal award for Online
Focused Account Manager.
Hardworking, passionate,
organised and diligent,
Ramdhian is described as a
real delight to work with, by
Flair and her customers.
Alex
Ratchford,
General Sales
Manager,
MGA
Julie
Reynolds,
Administrator,
Flair
Charlotte
Roberts,
Administrator,
plaY-room
Maxine
Rushton,
General Sales
Manager,
MGA
Frederica
Scott
Vollrath,
Marketing
Director,
Oxford Games
Ratchford has been in the

toy industry for 25 years.
During that time, she has
built a great reputation as
someone who is always
prepared, a strong but
fair negotiator, organised,
thorough and, most
importantly, someone
who works jointly with
retailers to develop joint
business plans. She never
walks away from problems,
not being satisfied until
any issue is resolved.
Committed, dedicated and
honest, said her nominator.
Prior to joining Flair,

Reynolds worked for
a number of years at
Tomy so has a good solid
background of knowing
how toy companies operate
and need to be organised.
She is described as a
lovely lady, willing to help
anyone with anything and
deals with consumer calls
and customers a like. She
is completely unflappable
and always has a cheery
smile. One of Flairs unsung
heroes, Reynolds is very
appreciated in the team.
Rushton joined MGA

Entertainment as general
sales manager in June
2014. She previously
worked at Fogarty Filled
Products, where she
focused on the consumer
goods and grocer channels.
Before moving into the toy
sector, Rushton held roles
at companies including
Chitech Industries, Raleigh
UK, 20th Century Fox,
Budweiser and Coca Cola.
She will also be taking
part in the Big Thames
Challenge for the Toy Trust.
Scott Vollrath is an award

winning designer and is
responsible for developing
and licensing Jungoeira,
a game she co-designed
with two fellow graduates
of University College
Falmouth. During the
past year, as well as
re-publishing several Oxford
Games classics, Scott
Vollrath has designed the
firms website and online
shop and created Oxford
Games first podcast from a
recording of Ex Libris - Live
on Stage.
I nominate Julie for

an amazing career in
the industry, for being
consistently upbeat,
hardworking and
passionate about her
clients and the industry,
and for being a top
supporter of other women
in the industry, said her
nominator. The past year
has seen Pittilla do some
great work on Loom Twister
for H Grossman, which
helped get the product
everywhere and also
resulted in a TRA award at
this years Toy Fair.
Leslie Scott,
Founder,
Oxford Games
Lin Sherlock,
AVP Buying,
TK Maxx
Scott has devised and

published over 40 board
games, but is probably
best known as the inventor
of Jenga, the game she
launched at London Toy Fair
back in 1983. The founder
of Oxford Games, and the
author of About Jenga:
The Remarkable Business
of Creating a Game that
Became a Household Name,
Scott spends several
months a year in East Africa
where she was born and
raised. (Photo credit: Sue
Macpherson ARPS)
I find Lin straightforward

and honest which makes
day to day dealing a
pleasure, read one
of her nominations.
Her vast experience
and development
knowledge has helped
me better understand the
manufacturing process.
Said another nomination:
She has always been
one of the fairest buyers/
buying managers and
always gives you a chance.
Good, fair and honest great qualities.
24 May
Susan Pope,
Founder,
Product
Matters
Roberts has worked for

Associated Independent
Stores in various roles,
including PA and company
secretary, for nearly
20 years. She has a no
nonsense approach, yet
puts both members and
suppliers at ease with
her cheerful personality.
Roberts is well respected
by others in the industry
even though she often
has to keep them in check.
She consistently exceeds
expectations and deserves
recogition, say colleagues.
Niamh
SherwinBarry,
Irish Fairy
Door
Company
Sherwin-Barry is the other
half of The Irish Fairy Door
Company, together with
Aoife Lawler (see page 22).
The voice of the brand,
Sherwin-Barry is completely
connected to the brand
and products - I dont think
passionate even covers it!
said her nominator. As well
as being hardworking and
dedicated, both ladies are
hilarious, down to earth and
a joy to work with. Their
energy and enthusiasm for
the magic the doors can
bring is infectious.
Gerbie
Quilter,
Sales
Director,
Vivid
Mamta
Singhal,
EUROMEA
Project Quality
Engineer,
Mattel
An engineer, inventor
and charismatic business
woman, Singhal is not one
to be afraid of a challenge.
She joined Mattel in 2013
and covers Europe, the
Middle East, Africa and
Russia and reports into the
LA head office. In 2007,
Singhal was a finalist for
UK Young Women Engineer
of the Year and for the last
three years has been the
global judge for Institution
of Engineering and
Technologys Innovation
Awards.
Helen
Ramdhian,
Senior NAM,
Flair
Lesley
Singleton,
MD,
Playtime PR
She ends her Twitter bio

with like to be busy, innit,
which is something of an
understatement as she
currently works with Flying
Gadgets, Bananagrams, Big
Potato, Accentuate Games,
Sbyke and The Irish Fairy
Door Company, as well as
being a co-founder of Board
Game Club and lending
her time to the Outdoor
Playtime Awards. Each
client benefits from energy
and enthusiasm by the
bucket load. An all round go
to girl said one nomination.
22/04/2015 17:46
Andrea Smith,
Brand
Manager,
Hasbro
Rebecca
Snell,
Head of
Marketing,
LEGO UK
Smith is the only lady on

this list to have made the
move from condoms to
toys. Before moving into
the industry, Smith worked
at SSL International in
several roles including
customer marketing
executive and global brand
manager for Durex. She
joined Character Options
in 2011 as brand manager,
working on the likes of The
Zelfs, Teksta and Disney
Anipets, before making the
move to Hasbro in August
2014 where she looks after
the Nerf property.
Snell helped to make

2014 the Year of LEGO,
with highlights including
the incredible success of
The LEGO Movie and the
continued triumph of the
Minifigures. This year is
likely to be no less busy,
what with the launch of
LEGOs first foray into the
toys-to-life category in
LEGO Dimensions as well
as the relaunch of Bionicle,
new product waves and
whatever the firm has up
its sleeve for this years
Star Wars: The Force
Awakens blockbuster.
Mandy
Victory,
Business
Development
Manager,
Flair
Linzi Walker,
Trading
Manager,
Toys &
Nursery,
Argos
Victory has been a part

of the toy industry for
around 15 years, and for
the past five years has
been a key member of the
Flair sales team. Promoted
to business development
manager 18 months ago,
Victory now heads up a
team of three handling and
overseeing many of Flairs
major accounts. Driven,
tenacious, resilient and
a pleasure to work with,
Victory looks after her
team and her accounts with
equal passion.
Karen Wood,
MD,
Strider Bikes
UK
Wood started retailing

Strider balance bikes and
products in 2010. As the
mother of two young
Strider riders, she quickly
made a name for herself
by offering honest and
sensible advice to parents
looking to help their young
children find the best way
to ride on two wheels. She
is full of amazing, creative
ideas and Ive never seen
anyone with such belief in
her brand and its impact on
kids and their lives, said
one nominator.
Walker kicked off her

ten-year tenure at Argos
back in 2005, joining as
senior buyer. She has
since held various high
profile positions with the
multi-channel retailer,
including home strategic
development manager
and trading manager of
core electricals. She took
on her current role of
trading manager for toys
and nursery a year ago.
Walker is also a member of
our Retail Advisory Board,
offering incisive opinion.
Mary Wood,
Marketing
Director,
Vivid
Having held roles at Mattel,

Zapf and HTI prior to Vivid,
Wood has a wealth of toy
industry experience. One
nomination for her read:
She continues to inspire
those around her and her
drive and determination
often in the face of
adversity continues to be
a truly admirable quality.
She also always has time
to compliment, praise and
lift her team and suppliers
during the toughest times,
thus developing a trusted
and nurtured team.
Judith Stark,
MD,
Halilit
This year, Halilit celebrates

50 years in business,
and marked 30 years of
exhibiting at Toy Fair.
Stark joined the company
(started by her father) in
her 20s, and it continues
to grow with her as MD.
She is passionate about
toys and their play value,
and has a great eye for
spotting winning ranges to
distribute in the UK, such
as Imaginabox and the
Battat range. She enjoys
longstanding relationships
with buyers from large and
small retailers.
Jenny
Watson,
Global
Marketing
Director,
HTI
Watson joined HTI as
global marketing director
in January 2015. Arriving
from Mattel (where she
was marketing director
for the UK and Ireland),
her new role sees Watson
responsible for global
marketing activity, as
well as overseeing the
brand team, marketing
communications, design,
purchasing and licensing
functions. Prior to joining
Mattel, Watson held
marketing roles at Pepsico
UK and Mars.
Fiona Wright,
UK General
Manager,
LEGO
Wright has been in her

current role at LEGO since
January 1st 2013 and is
responsible for the total
sales function in the UK and
Ireland (which accounts for
some of the groups largest
customer base and global
retail turnover). Wright
has worked at LEGO since
2000, when she joined as
brand director for Europe
North. She also enjoyed
spells as national account
director, marketing director
and head of sales. Hugely
inspirational.
Jacqueline
Taylor-Foo,
UK Sales
Director,
Spin Master
Taylor-Foo started her
sales career at BMW/Rover,
Coca Cola and LOreal,
before joining the toy
industry in 2001 at Mattel.
She then moved to Zapf
Creations, before joining
Spin Master in 2006 in her
current role. A driven and
motivational team leader,
Taylor-Foo has excellent
sales and negotiation
skills, ensuring that Spin
Masters brands such as
Flutterbye, Meccano and
the successful Paw Patrol
are always at the front of
retailers priorities.
Emma Weber,
Licensing
Director,
Vivid
Weber joined Vivid in 2003

as licensing and marketing
director, which saw her
oversee the licensing,
marketing and packaging
functions across the
companys portfolio. During
her tenure at the firm, she
has overseen successful
brand campaigns such
as Bratz, Fifi and the
Flowertots, Roary the
Racing Car, Moshi Monsters,
One Direction and Union J
dolls. Part of her focus this
year will be on the new-look
Thunderbirds Are Go line.
Rachael
Wyatt,
Coiledspring
Games
Wyatt has that rare

ability to combine a
flexible, creative mind with
application and focus to
ensure whatever shes
working on is delivered
to the very highest
standards, read one
nomination. The popular
execs responsibilities
have expanded recently
to include managing
Coiledsprings sales team
and network of agents,
which she has taken in her
stride, and she is hugely
dedicated to the company.
Alice Taylor,
CEO,
Makie Lab
Taylor founded Makielab

in March 2011, after 16
years building multi-award
winning digital products,
mainly for children and
teens. Last year she picked
up the Rising Star accolade
at the TAGIES during
CHITAG, with Makielab
continuing to be at the
forefront of the 3D printing
trend. She was described as
an inspiring, inexhaustible
innovator in toys and has
many other wonderful
qualities not limited to
those beginning with the
letter i.
Nina
Windheuser,
Founder,
Trade Toys/
Toy Central
Windheuser has started
two companies in the toy
business in the last two
years. The first, Trade Toys,
is an authorised distributor
for Viga Wooden Toys in the
UK and Europe, while Toy
Central specialises in a vast
range of licensed lines. As
well as this, she is also now
working on an e-marketing
course online to enable her
to improve her social media
knowledge and online
marketing skills. All this,
and shes also a mother to a
three and a ten year old.
Lucy Wynn
Jones,
Head of
Licensing,
Worlds Apart
Wynn Jones has
been responsible for
developing and growing
Worlds Aparts UK and
international licensing
programme over the past
15 years. Her success is
attributed to both the
strong relationships she
has built with all the key
licensors, together with an
enviable knowledge of both
marketing and manufacture
in the toy industry. She also
chairs a licensing syndicate
formed of key personnel in
the licensing industry.
May 25
22/04/2015 17:46
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26 TN161.indd 1
15/04/2015 14:05
MAKING THE HIGH STREET DIGITAL
Digital revolution
On a High Street where Click and Collect sales are at an all time high, its hard to ignore the growing
importance of e-commerce for todays consumer. Robert Hutchins explores how the humble independent
toy store can embrace a digital offering without selling their souls
ITS NO SECRET that the

majority of big name
retailers have had a
monopoly on the digital
trading space for some
years, now.
Household name retailers
such as Argos, Toys R Us
and even The Entertainer
have been perfectly
positioned to tap into
the vast wealth of online
digital resources.
In fact, last year saw
total online sales at The
Entertainer the UKs
fastest growing family-run
omnichannel toy retailer
surge by 60 per cent year on
year in the five weeks leading
up to December 27th.
And it was no accident
that the number of
27-28 TN161 Digital High Street_Final.indd 1
online sales collected in

just one of the retailers
stores alone jumped a
massive 81.7 per cent, as
increasingly, the digital
movement has been at
the forefront of the firms
global operation.
However, terms like
Cloud technology,
Click and Collect and
omnichannel are beginning
to infiltrate the aisles of
smaller toy retailers too.
Ill admit now, half of
this feature itself has been
written with some kind of
Smart device, then saved
to the (ominously named)
Cloud and pinged to my
email account.
So its no surprise to me,
that when Andy Mulcahy,
insight editor at Interactive

Media in Retail Group (IMRG)
talks about technology in
society today, he describes
us as a species that walks
around with faces stuck to
mobile phones.
And its not just a habit
restricted to train journeys.
So too the High Street
has become increasingly
digitised, and experts now
suggest that in order to
make any lasting impact on
todays consumer, the High
Street vendor must, as
Mulcahy puts it: become
relevant to the digital age.
But how can the
independent retailer make
digital work for them? How
important is it that they do
so? And just what the hell
is an omnichannel anyway
and how does it sell toys?
Clare Rayner is the
founder of the annual
Future High Street Summit,
the Retail Champion and an
avid campaigner for High
Street prosperity.
In a position that sees
her work closely with
independent retailers,
Rayner believes its
through embracing the
e-tailer movement that
High Street stores stand
the best chance of a
prosperous future.
It is essential in this
day and age for any
serious business to have a
digital presence, she tells
ToyNews. Particularly for
toy shops, where the end
users are children. After

all they are the digital
natives, they have never
lived without access to the
internet, touch screens or
mobile phones.
Therefore [digital] is
something that even the
staunchest traditionalist
will have to take full
advantage of eventually,
as fewer customers will
engage with retailers they
cant find or interact with in
the digital world.
For the major outlets,
this is already a reality
and IMRGs Mulcahy notes
that for the likes of Tesco
and Sainsburys, being
omnichannel has become
imperative to their survival
and attempts at success.
May 27
22/04/2015 17:42
MAKING THE HIGH STREET DIGITAL
But whereas the

majors have to ensure
they are prevalent across
all platforms from Click
and Collect to Twitter,
Mulcahy says that for the
independent toy shop, it
is gauging exactly what
level of digital presence
is needed that is the key
to conquering this new
consumer playground.
There are many various
options available to
independent retailers,
adds Rayner. And it all
depends on what you are
trying to achieve.
As a minimum, setting
up a Google listing (Google
My Business) is a nobrainer. It is completely free
of charge and you dont
even need a website, its
a great way to get that
digital ball rolling.
When going digital, it is
easy to get carried away
with the various initiatives
popular with the larger
retailers, such as Click and
Collect services.
Its pretty much the
biggest digital initiative
on the High Street at the
moment, Mulcahy explains.
Its a great thing for the
customer and its a very
useful way for the consumer
to know their product is
going to be in stock.
So, where competition
used to be about prices,
over time it has become
more about digital
experience and increasingly
about convenience.
28 May
27-28 TN161 Digital High Street_Final.indd 2
However, it does come

with a warning, and for
those concerned about
costs, then weighing up
the management of an
e-commerce website
against its return is an
important consideration.
The tough part for a
small business is that you
have to do everything
yourself, you are the
accountant, the marketing
person and the digital
one, too, says Helen
Gourley, owner of Scottish
independent toy retailer,
Toy Hub.
We had a website
designed for us and it was
fabulous, but it cost us way
involved in such platforms

is in their daily management
and engagement with
online consumers.
But with every
investment, youd expect
a return and when it
comes to your own
time, why not add some
monetary value to those
Facebook page likes?
Ultimately, digital
needs to earn its keep,
and the most obvious way
to achieve that payback
is by adding transaction
capability, continues
Rayner. This can be done
through eBay, Amazon or
Etsy, or through your own
branded, ecommerce.
Digital is essential and the physical

and digital need to work together
to provide the customer with the
experience they need.
Clare Rayner, Retail Champion
more than it brought in for

us, so you do have to watch
your money with that side
of things, because you can
waste it quite quickly.
Of course, one of the
most cost effective ways
to stamp your mark on
the digital High Street,
according to Rayner, is
through social media.
With the likes of
Facebook, Twitter and
Pinterest being the first
choice for most, the
greatest investment
Using the PayPal service,

Luan Hall, owner of
independent toy retailer
Fairies n Frogs, has been
selling toys through her
shops Facebook page for
the last few years, and has
been truly delighted with
the outcome.
Its been working really well
for us, Hall explains. People
see our posts from all over
the country, and because
we dont trade on Amazon
or eBay, it has been a great
alternative route to digital.
Retail Champion Clare Rayner believes the indie scene is missing a

trick by avoiding the opportunities presented by embracing digital
For Hall, online operations

only currently make up
around ten per cent of
her stores business, but
with a new website in the
pipeline, she expects this
to increase over time as
digital presents a cheap
alternative to advertising.
North of the border, Toy
Hubs Gourley believes
that in a domain where the
independent fights head
to head with the major
retailers, its indies that are
better poised to win the
social media battle.
With Facebook
and Twitter, you can
immediately put your
personality across on
them, Gourley says.
People buy from people,
which is hard to emulate
on a website, but on social
media, it is so easy to sell
yourself and have a point
of difference to someone
like Smyths.
And its a sentiment
Mulcahy readily supports,
believing that in a space
where the indie can be a lot
more agile than the major,
is a hell of an opportunity
for small businesses.
Ultimately though, the
appeal of the indie toy
retailer is in its High Street

presence, and driving footfall
is the biggest concern to any
retailer whiling away the quiet
Tuesday afternoons with a
spot of Twitter.
And Rayner believes that
bringing the digital in-store
is the next big step for the
indie scene.
Digital is essential, and the
physical and digital need to
work together to provide the
customer with the experience
they need, she explains.
Ensuring customers
can interact with product and
then transact online,
or buy online and collect instore, is almost the standards
expected by the modern
shopper, and retailers cant
afford to not to keep up with
the customers demands.
While the High Street is
evolving, it remains true that
people love shopping, and
as long as the independent
retailer retains its uniqueness,
there is a lifespan for them on
the High Street.
And rather than being
counter-productive, digital
is offering indies even more
means of showcasing the
many ways in which they
differ from their deeppocketed competition.
22/04/2015 17:42
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INDIE MAP
Mapping the High Street

Using Toymaster, Toy Shop UK and our own listings, weve pinpointed all the indie physical toy stores across
the UK and Ireland. Billy Langsworthy looks at what this reveals about the health of our independent sector
IVE NEVER felt more like

Michael Fish than I have
done this past month.
And no, not because I
wrongly warned the office
of an impending hurricane,
but due to the fact Ive been
navigating a map of the UK
and Ireland in a bid to pinpoint
all of our independent
physical toy stores.
Using Toy Shop UK and
Toymasters listings, as
well as our own directory
of independents, weve
marked down the physical
independent stores up and
down the UK.
As you can see, weve
avoided supermarkets, majors
like Toys R Us and Smyths and
indies with powerful chains
like The Entertainer and Red5.
We also avoided listing
the HQs for all the onlineonly toy indies, of which
there are hundreds (in fact,
when looking at like Toy
Shop UKs listings, its close
to half physical, half online).
Despite not being on our
map, having looked at all
the digital stores across
the UK, it seems the onlineonly sector seems to be
able to cater to niches in
a way that physical stores
simply cant afford to.
30 May
30-31 TN161 Indie Map_Final.indd 1
And by niche, Im not

talking about adult
collectors or action
figures stores, but the
more extreme ends of the
spectrum like Thomas
To You, an only store
specialising in Thomas &
Friends Wooden Railways,
or Dress-A-Doll.co.uk, a
family run business selling
handmade ragdolls.
Thats not say the High
Street is devoid of such
specialists (look at Alices
some are popping up or

dropping off the map
almost every month).
Instead, we wanted to
locate the hotspots for
toy indie retail and find out
where is starved of a local
independent toy offering.
Most of the UKs major
cities are packed with bricks
and mortar indie talent. Just
look at the likes of London,
Birmingham and Bristol. The
southern coast is also well
stocked, with Bournemouth,
People in Scotland dont shop in

the same as in England. We dont
do towns in the same way.
Helen Gourley, Dunblane-based Toy Hub

Bear Shop in Dorset, both
an independent toy store
and one of the UKs only
teddy bear hospitals), but
it seems that catering to
these niche audiences is
where the UKs online toy
indie community is thriving.
So, why did we avoid
the majors, the chains and
online-only stores? Well, we
werent interested in finding
the definitive number of toy
shops in the UK (an almost
impossible task considering
Portsmouth and Brighton

boasting several indies each.
However, Liverpool and
Manchester are significantly
less packed than some of
their southern counterparts.
Amanda Alexander,
owner of Giddy Goats Toys
in south Manchester has
seen the area lose several
independents in recent years,
and believes the cause may
be down to the North feeling
the effects of the recession
more than the South.
In south Manchester,
around seven independent
toy shops have closed
down in the last three
years and there arent
that many toy shops in
north Manchester either,
Alexander tells ToyNews.
Its strange because
were no worse for major
competition than anyway
else in the country. Maybe
the recession hit the north
much harder than in other
parts of the country.
The same can be said for
some of Scotlands major
cities, with Glasgow and
Edinburgh only boasting
a cluster of independents
each, while other areas like
Aberdeen, Inverness and
Dundee are slim when it
comes to indie toy specialists.
The reason, according to
the owner of Dunblane-based
Toy Hub Helen Gourley, may
be due to shopping habits
being vastly different in
Scotland than in other
parts of the UK and Ireland.
Ive lived down south
before and the weather
here is much worse, says
Gourley. The weather is so
much better down south so
youre more likely to have
a walk round the shops. Up
here, as a general rule, the

weather is awful so people
dont shop in the some way.
We dont do towns in
the same way as England
does. Were one of the few
independent toy shops on
the central belt.
Its worth noting however
that while the likes of
Carlisle, Grimsby, Newcastle
and Exeter are crying out
for more independent toy
offerings, some of the most
notable sparse areas are
lacking in stores because
they are National Park
areas, such as the Yorkshire
Dales, the Lake District and
the North York Moors.
While some cities still look
ripe for new indie talent, Toy
Shop UKs Michael Hawkins
notes that the map is a clear
indication that there are
plenty of stores up and down
the UK and Ireland helping
the toy industry to thrive.
Hawkins states: Whilst
the national press is
often quick to paint the
independent toy trade as a
declining industry, this map
illustrates that theres still a
thriving independent retail
scene that continues to make
a hugely valuable contribution
to the UK toy industry.
22/04/2015 18:29
INDIE MAP
Each red dot represents

a physical independent
toy store, as taken from
ToyNews, ToyShop UK and
Toymaster listings.
30-31 TN161 Indie Map_Final.indd 2
May 31
22/04/2015 18:29
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32 TN161.indd 1
16/04/2015 14:32
TOYMASTER
Harrogate highlights
The annual Toymaster show is perfectly timed for both suppliers and independents to have a mid-year
catch up, and is one of the biggest order writing shows in the calendar. ToyNews takes a look at what
some of the suppliers will be displaying, while also asking for their best show memory
THE TOYMASTER Show is
something of a right of
passage to any newcomer
to the toy industry.
Unlike any other trade
show in the business, its
popularity is underlined
by how quickly it sells out
every year. In 2013, the
show sold out in just two
weeks, with Toymaster
confirming the sell out in
mid January. Then, in 2014,
it took just seven days.
The affection for the
three-day event which will
be held once again in The
Majestic Hotel, Harrogate
stems both from the sheer
amount of business that is
done there and the social
aspect. Previous evenings
at the venue have included
James Bond fancy dress,
Christmas themes, Nerf

guns, the entire Toymaster
team dressed as nuns and
monks and an impromptu
performance of The Full
Monty (although perhaps
we wont mention that
one again).
Suppliers as varied as
Mattel, Hasbro, LEGO, Flair,
Character Options and
Paul Lamond through to
Esdevium, Coiledspring
and Wow Toys to name
a few are in attendance,
with independents having
the very real chance of
spotting a hidden gem in
the different rooms.
Over the next few pages,
we chat to execs from a
number of suppliers about
why Toymaster is such an
unmissable event.
What will your company be
showcasing at Toymaster?
We are showing a number
of new lines including adult
puzzles featuring Game of
Thrones and Thunderbirds,
but our big new showcase
product is our new Frozen
Magical Ice Palace Game.
MIKE HARTSHORN
NATIONAL ACCOUNT
MANAGER, JUMBO GAMES
showcasing?
Our Primary Science range
is most popular amongst
Toymaster members; this
year were showcasing
the new Telescope and
Binoculars, plus well be
reminding members of
our existing bestsellers.
Will you be running any

special show offers?
Yes, we will be running
a series of discounts
for orders placed at the
show as product specific
promotions, which will
Primary Science is a
versatile range featuring
pocket money items to
science kits for children as
young as three.
Will you have show offers?
As Primary Science is so
popular we will be running a
free stock offer.
Why is Toymaster such an
important event in the toy
industry calendar?
It is a great opportunity
to meet with Toymaster
members and showcase
33 TN161 Toymaster_Final.indd 1
include all of our lines that

will be featured in the
Toymaster 2015 autumn/
winter catalogue.
important event?
Toymaster members are
an important part of our
business and this is a great
opportunity for us to get
in front of them, speak to
them and give them the
opportunity to not only buy
some really great products,
but also to benefit from
some excellent deals.
products which are of
specific relevance to
their stores.
If members havent
already visited us at
London Toy Fair, its their
first chance to discover
the new products weve
introduced for 2015.
Why did you decide to
exhibit at the show?
This will be our seventh
year exhibiting at the
event as its key for us
to continue attending to
ensure we can showcase

There are an awful lot of
trade shows available to
support these days.
We have supported this
show for several years and
will continue to do so as
it reflects how important
the Toymaster members
are to us, and the
independent retailers to
the trade in general.
What is your best
Toymaster memory?
Despite having worked
in the nursery, toy and

gifting industry for many
years, this will surprisingly
be my first Toymaster
event, so the memories
will start here.
new products, reward

members with special
offers and continue to build
relationships.
How important are the
independent toy stores to
your business?
Independent toy stores
are a key part of our retail
business. These accounts
are very important to us,
so we ensure a high level
of service and support to
ensure the inclusion of our
products in their store is a
seamless process.
CHRIS BEARDMORE
UK RETAIL SALES MANAGER,
LEARNING RESOURCES
May 33
22/04/2015 17:54
A-MAY-ZING
TOYS AND GIFTS
N
E
Dis W
tributio
Lin n
es
RETROcts
Produ
We have a fantastic range of NEW and BEST SELLING items for 2015.
Get in touch with us TODAY to secure your stock!
0844 573 4299

34 TN161.indd 1
sales@tobar.co.uk
www.tobar.co.uk
15/04/2015 14:22
TOYMASTER
JOSHUA FARLEIGH
MANAGING DIRECTOR,
FLYING GADGETS
What will you be

showcasing?
As well as making a new
addition to Stretchkins,
were launching a new
collectable plush range,
the Zigamazoos. Our LEGO
Lights collection goes from
strength to strength and
as the next installment of
the Star Wars franchise
launches later this year,
the Star Wars range in
particular will be stars of
the show. Our Air Storm
performance launcher
brand welcomes new
RICHARD WELLS
SALES DIRECTOR,
PAUL LAMOND GAMES
What will you be
showcasing?
We are very excited to
be presenting our range
of new licensed puzzles
including Minions, Clangers,
Star Wars, Stickman,
Shopkins, Twirlywoos,
Miles from Tomorrow
and Star Wars: The Force
Awakens, as well as POS
solutions to help members
add some theatre in-store.
Games continue to be a big
focus for us going forward
and we will TV advertise
three this autumn/winter:
What will Flying Gadgets

be showcasing?
Well be showing our
extensive range of drones,
ride-on vehicles and various
other remote control toys
and gadgets. The pinnacle
of our offering this year
is the X-Voice, the worlds
first voice-controlled drone.
Were also really excited
about the X-Vision, an entry
level six-axis gyro quad
machine with first person
view. In the RC ride-ons
category, we have our new
Mercedes GL55 and Beetle.

show offers?
Yes, we have the following
offers for orders placed
at Toymaster (all offers
exclude our DJI products):
20 per cent off all orders
over 250 and free UK
mainland shipping, 50 per
cent off our Water/Chip/
Bubble cars with every
order and ten per cent off
your second order with us.
important event?
Toymaster is a sociable,
special offers?
Highlights are a special
purchase on our new Makea-bar range buy one get
second half price and this
includes our Minions range.
There will also be a show
only price on the Razor
Berry Kick scooter and
a great saving on our Air
Storm Zano Bow.
FireTek light-up additions

and there will be more news
from our Razor Crazy Cart
and electric scooter ranges.

important event?
This gives us an excellent
opportunity to discuss

showcasing?
Along with our well
established games and
puzzles such as Perudo
and Charades 4 Kids, the
hot new arrivals will include
Never Mind the Buzzcocks,
new Diary of a Wimpy Kid
puzzles and Skribblehead,
a fast-guessing blindfolded
drawing game. Also
new for 2015, we have
the Jacqueline Wilson
board game, the Death in
Paradise Mystery Puzzles,
Houdini, the worlds first 40
challenge escape puzzle,

and the addition of first
two-player game, Rush
Hour Shift, to the Thinkfun
range. We also have new
additions to the Subbuteo
range, which include a fully
licensed Barcelona main
game with special edition
features, plus licensed Man
United, Barcelona and Real
Madrid teams.
Labyrinth, Bugs in the

Kitchen and Scotland Yard.
values. The Toymaster

show is a toy trade
tradition and the mix
of social and business
interaction is always
mutually beneficial. The
fact that so many friends
meet up in one place to
conduct business for
mutual benefit creates a
unique atmosphere.

We will be offering up
to 24 per cent off key
TV advertised lines and
Toymaster catalogue
products.
important event?
Customers and
relationships are of
huge importance to
Ravensburger and we
believe in traditional
mid-year showcase for

brands such as ours. It
gives us the opportunity to
demonstrate our products
to smaller retailers we
might not otherwise
encounter, in a friendly
and intimate environment,
where we can really get to
know them, understand
them better and adapt to
their individual needs.
How important are
the indie toy stores
to your business?
Theyre hugely
directly with business
owners our core brands
and for store owners to
see our key products
before they select lines for
their 2015 ranges.
indie toy stores to you?
Very important. We see
independents as a key
channel, enabling us to sell
products to consumers
across a wider platform
and ensure they are more
accessible to a broader
consumer base nationwide.
Why is Toymaster such
an important event in the
industry calendar?
Toymaster is the show
where customers actually
come to place orders;
without a doubt it is one
ADRIAN MAYES
GENERAL SALES
MANAGER, RE:CREATION
of the best business
writing shows of the year.
In general, it is very well
supported by Toymaster
members, but it was a
brilliant idea to open
the show up to other
independents.
What is your best
Toymaster memory?
Toymaster always falls
around my birthday so
there are usually a few
good evenings to be had.

Absolutely, we will be
offering free stock on
orders dependent on value.

Independent business is
still a significant proportion
of our total turnover, and
important to us the
independents are
particularly good at
knowing their customers
and knowing what makes
them tick.
our bespoke POS solutions

are a clear indication
of how Ravensburger
will continue to support
independent toy stores.
What is your best
Toymaster memory?
Over the years there
have been quite a few
memorable moments,
but the reality is, its the
silly pranks between
friends, colleagues and
competitors which make
the show memorable and
great fun.
DEREK SCOTT
GENERAL SALES MANAGER,
RAVENSBURGER
May 35
22/04/2015 17:14
TOYMASTER
SUZIE HOWES
HEAD OF MARKETING,
WINNING MOVES
What will you be

showcasing?
From Top Trumps well be
showcasing new licences
Minions and Shopkins. Well
also have the next release
from Bananagrams
Wildtiles as well as Peppa
Pig Guess Who. Well be
showing more traditional
games from our collection
including Waddingtons 3-in1 Backgammon, Chess and
Draughts Set. Last but not
least, weve also got classic
family games Dominoes
and Solitaire.
ROGER MARTIN
MD,
COILEDSPRING GAMES
What will you be

showcasing?
We are showing our new
Christmas lines which are
the first ever reward charts
for toddlers. Theyre totally
perfect for one to five
year olds. Its a world first
and the product is super
amazing with buyers loving
them the world over.
Now, we are in the land
of hush hush but I can
tell you the Wow special

important event?
Its a great opportunity to
meet and catch up with
independent retailers.
There is nothing like getting
feedback from the horses
mouth and finding out what
is working and also where
a result receives great
support from all the
trade. It is also a great
opportunity to get
together with industry
friends and colleagues a
few months after the main
trade show season.
What will your company

be showcasing?
We will be showcasing
our brand new Peppa Pig
Baby range, Shaun the
Sheep movie and classic
range, The Snowman FSDU
and our classic and new
Paddington collections.
We are offering an
additional five per cent
discount and a free FSDU
when you order 300 of
Shaun the Sheep and
The Snowman.

Yes, everybody loves a
good bargain. There are
some savings to be made
on our Top Trumps range,
Trivia Pursuit and also on
our playing cards.

an important event in the
industry calendar?
It is the most focused
show supporting the
independents and as

We started exhibiting a few
years ago now and found
it such a worthwhile and
fun event, that we now
make sure its part of the
calendar every year.
What will you be

showcasing?
Keep your eyes peeled
for the latest in the
Rorys Story Cubes Mix
sets: Medic, Score and
Intergalactic, pocket
money additions that add
specific themes to your
storytelling. Batman Cubes
will also be available for
a sneak preview, while
there are also two new
additions to the John
Deere jigsaw range for
2015. The success of
the Sorgenfresser Worry
Eaters continues to
build, and Schmidt have
introduced junior versions
of characters Betty, Bill
and bestseller Flint.
show offer is positively

eye watering. We will have
tissues on the stand for
buyers who need to wipe
their eyes.

Deciding to exhibit at
the show is hardly even a
decision. Its a way to give
and show our continued
support for the so many
fabulous Toymaster
members whose lives are
solely about toys.
Like all good clubs,
supporting each other is
what its all about.

important event?
It is a great show which has
true grit and is genuinely
meaningful in a world of too
many shows. Its focused
with great attendance and
order writing.
Call me old fashioned, but
isnt this what a good show
is all about?

Retailers who place an
order with us at the
show will be entitled to
an exclusive offer on our
three bestselling classic
Sorgenfresser, Saggo
Polli and Flint buy 48
of two characters and
get 12 of the third free.
we can support
the retailers
more. This is the
perfect venue.
The independents are
very important to us as a
business. With products
such as Top Trumps, the
independents allow us
to get a broad spectrum
of titles out in the
marketplace and into the
consumers hands. Whilst
the majors all battle it out,
the independents are a

consistent route to market.
What is your best
Toymaster memory?
There have been many
memorable moments, but
the best ones I think are
the ones that you cant
remember the next day...

indie toy stores to your
business?
Very important; they have
been at the core of our
business for a very long
time, since Rainbow began,
and we are currently
seeing growth in that area
of our business.
Best Toymaster memory?
There are so many, but
really seeing the amazing
effort everyone puts into
their costumes on the first
party night.
important event?
Its a fantastic opportunity
to see all of the Toymaster
members together. Its a
great mid-year event to
showcase the
latest products
and its also an
important social
occasion where
you get to mix
with everybody.
Chatting to some truly

great suppliers and getting
a great connection with so
many Toymaster members
who love the Wow brand.
ZARA GRINDROD
SALES DIRECTOR,
RAINBOW DESIGNS
They are very important,
especially to a company
like us where we have a
mix of licensed and niche
products. The indie stores
are set up for exactly that
kind of product mix.
Having a conversation with
one of our longstanding
customers and only
realising who it was halfway
through because her
costume was so fantastic.
NADIM LAPEROUSE
MD,
WOW TOYS

Running out of ink in my
order writing pen.
36 May
22/04/2015 17:06
Exciting new titles

from
PAUL LAMOND GAMES LIMITED

31 Newington Green, Islington, London N16 9PU
Tel: 020 7254 0100 Fax: 020 7254 3400
Web: www.paul-lamond.com
PLG
New Games1 advert Toynews 2015.indd 1
37
TN161.indd
14/04/2015
15/04/2015 10:06
14:18
TOYMASTER
DAVID MORDECAI
CEO,
TOBAR
for retail environments and

we can advise visitors on
bestselling lines, display
ideas and how to choose
the right products to
appeal to their customers.
What will you be

showcasing at the event?
Over the last 12 months,
the team at Tobar have
been travelling around
the world to get ideas
and inspiration for the
2015 product range. The
team have managed to
secure some exciting new
distribution partnerships in
addition to existing lines.
These include US brand
Schylling (famous for
classic tin toys), stationery
brand Scentos and
outdoor line Turbospoke. In
addition, Zuru and Bburago
will be unveiling some
exciting new lines.

important event?
We love the chance to
meet up with customers
face to face. This is
a superb opportunity
to get feedback from
independents and help
them make decisions
about their stock for the
rest of the year.
exhibit at the event?
By attending the show,
our team are able to help
advise on how to increase
footfall and drive impulse
buys in store. Our till top
FSDU solutions are ideal

indies to your business?
We love working with
independents and have
a history of supporting
them with credit account
options, regional
development managers
who can visit them face to
face during the year. Our
website means they can
now place orders when it
suits them.
What will you be

showcasing at the event?
This will be our first year
at the Toymaster show,
so we are showcasing
selected products from
our range.

important event in the toy
industry calendar?
This is an important chance
for us to meet all our
customers.
What is your best

Toymaster memory?
This will be our first year,
so we are looking forward
to having many positive
memories in the future.

Yes, we will be running
a special offer 20 per
cent discount
from our
RAV_TN_May2015_halfpage_FINAL.pdf
1
09/04/2015
gross price list.
DISCOVER

exhibit at the event?
The independent market
is really important for
Clementoni and this is a key
focus for us this year.
14:20
We continue to bring new,

fresh lines which offer
great margin and value
for money we see these
customers as an essential
part of the industry.
MICHELE MARZILIANO
UK & IRELAND COUNTRY
MANAGER, CLEMENTONI
The complete jigsaw puzzle range
10584 Frozen Fever XXL100
10566 Cinderella XXL100
10564 Avengers XXL100
07052 Bing My First Floor Puzzle
CM
MY
10580
Minions 80pc
CY
CMY
19556 Minions 1000pc
05422 Alphablocks Puzzle
www.ravensburger.co.uk
Sales Hotline 01869 363800
38 TN161 Toymaster_Fianl.indd 1
Visit our stand at th
als!
show, for special de
22/04/2015 17:18
TOYMASTER
ROB SHERLOCK
KEY ACCOUNT
MANAGER, ESDEVIUM
What will your
company be
showcasing?
Pokmon TCG, where
our sales grew 64 per
cent in 2014 and are
looking on target for
50 per cent further
growth in 2015, Disney
Pictopia Trivia game
and, of course, Dobble
which sold over 80,000
pieces in 2014.
Will you be running
any show offers?
Yes, many offers with
free stock offerings on
Disney Games (buy six
get two free), Rocket
Games (buy eight
get four free) and an
exclusive Pokmon
product just for
Toymaster members.
DAVID BRAMFORD
SALES DIRECTOR,
CHARACTER OPTIONS
What will you be
showcasing at
Toymaster?
Character will be
showcasing our core
ranges, while also
highlighting our key
new launches such
as Yummy Nummies,
Ugglys Pet Shop, The
Clangers and the new
Peppa Pig Once Upon
a Time collection.

an important event
in the toy industry
calendar?
This is a great
opportunity for
Toymaster members to
meet new and existing
suppliers and add the
latest toys and games
to their offering. Its
also a rare chance to
meet up with fellow
members to find out
what is hot in our
industry right now and
going forward to Q4.
It is a great
opportunity to
showcase our ranges
to so many Toymaster
members and
independents alike
and take orders for
our products. It is also
a chance to meet the
customers
we dont get
a chance to
see during the
year and get
them to take
advantage of
some great
offers from
Esdevium
Games.
Will you be running

any special offers
throughout the show?
Yes we will be offering
show offers across
various ranges, but
obviously they cant
be unveiled until the
opening day. Come
to the stand and we
will be happy to talk
Toymaster members
through them.
Why is Toymaster
such an important
event in the toy
industry calendar?
Its historically a
brilliant show as it
signals the start
of most members
autumn/winter
ordering and always
has a great buzz.
The Toymaster show
is an ever present in
How important are

the indie toy stores to
your business?
The independent
trade is the life blood
of the toy and game
industry. They have
the flexibility to adapt
to trends far more
quickly and offer a
different service to
their customers than
the nationals.
ARE YOU READY FOR RUGBY WORLD CUP 2015?
Tournam
dates 18ent
Sept 3 th
1s
Oct 2015 t
Best Toymaster
memory?
Toymaster show
evenings definitely
register. The
Toymaster show is
the friendliest show
of the industry where
we can do some great
business for the rest
of the year.
Rugby World
Cup 2015
Shaun the Sheep
Large Toy 45cm
Character Options
calendar and it seems
unimaginable for us
not to attend.
How important are
the independent
toy stores to your
business?
Toymaster, and indies
in general, have been
the cornerstone of
our business and
have always been
amazing supporters.
Its important that
we maintain and
support the traditional
High Street toy
store for our future
generations.
What is your best
Toymaster memory?
Colin Rossiter,
our national sales
manager, dressed as
Loopy Loo at one of
the shows fancy dress
evenings.
Available
to order
now!
Rugby World Cup 2015 Shaun
the Sheep Window Stick-Ons 23cm
Rugby World Cup 2015

Shaun the Sheep
Soft Toy 23cm
Call for our new catalogue Tel: 01329227300

Email: sales@rainbowdesigns.co.uk Web: www.rainbowdesigns.co.uk
Rugby World Cup Limited 2008 - 2015. All rights reserved. 2015 Aardman Animations Limited. All rights reserved.
Shaun the Sheep (word mark) and the character Shaun the Sheep and Aardman Animations Limited.
22/04/2015 17:15
INDEPENDENT SURVEY
Follow us @toyshopuk
Suppliers should have the freedom to

sell their products direct to consumers
This month, ToyShop UK ignites debate among the indie community by asking its listers if they agree with
suppliers selling direct. As the comments below indicate, its quite the thorny subject
FOR
Alices Bear Shop/Teddy Bear Hospital

Rikey Austin
We are a tiny Teddy Hospital who keep our heads above
water during our down season (everything outside of the
school holidays) by making and selling Heirloom Teddy
Bear Making kits by hand. We supply these wholesale but
also in our shop direct to the customer. Diversifying like
this is whats kept us open when many around us have
closed. We always sell at the same RRP as our wholesale
customers and publicise them on our website. Were
about to take on our first agents. They will all be bear
makers who will also offer bear making days in the shops
that take our kits. Its a great new income for the shop, a
rediscovering of an old craft for their customers and extra
income for the agent. I guess maybe the bigger question is
why is a company selling direct? Is it purely a question of
profit? We might not be here if we didnt sell direct.
Toytown
Daeron McGee
As long as they do not undercut their retailers, or try to
poach the customers by deliberately targeting them with
online special offers, then no problem. If the suppliers support
their retail outlets, then the retail outlets will support the
suppliers. However, if the suppliers misuse this arrangement,
then they should expect to be dumped by the retailers.
40 May
40-41 TN161 ToyShopUK_Final.indd 1
Final Frontier
Julian Shelford
It may help them to understand the dynamics of selling
to the end consumer and the difficulties the retailer has in
supplying stock, especially when it gets to certain times
of the year. Some of the suppliers have their own stores
already. There are so many lines out there to choose from,
its unlikely that every supplier would become a retailer.
The market is strong but my advice to suppliers would
be have a go if you are strong enough, if not leave to us
hardened retailers.
Duplay
Liam White
Every company should have the freedom to be able to

sell their own products to retail as well as wholesale. We
supply Smyths, Asda and Tesco, and last year we took the
step to move to an online retail presence that has created
a huge rise in sales, while also still keeping our wholesale
sales at the same time.
22/04/2015 16:03
INDEPENDENT SURVEY
World of Bears
Paul Pimlott
Suppliers do not operate under the same terms as bricks
and mortar stores, so they can compete on price and
postage, while trying to enforce MRRP on retailers. This
is a conflict of interest. The end result is the closure of
High Street.
Toy Shop UK is a consumerled, online directory that

helps toy suppliers,
retailers and licence
holders promote their
businesses
to an audience of up to
10,000 unique visitors
per day.
Popular weekly giveaways,
the esteemed Independent
Toy Awards and special
40-41 TN161 ToyShopUK_Final.indd 2
supplier listings are just

three of the ways that
Toy Shop UK can help
you increase your online
presence and complement
your other marketing
activities this year.
Contact Michael Hawkins
(michael@toyshopuk.co.uk
or 07786 295756) for more
information.
www.toyshopuk.co.uk
AGAINST
ImagiDo!
Janis Phillimore
I would be happier for suppliers to sell directly to
consumers if the prices were fair. I have seen suppliers
selling their products on Amazon for less than they
sell them to me at trade price. How can I compete with
that? I dont think its healthy for me as a retailer to be in
competition with my supplier. By doing this, they also drive
down the value of their own goods. Surely it would make
more sense for the suppliers to stick to selling in bulk and
leave us retailers to sell to the consumer?
Models R Go
John Guiver
Suppliers who compete with the very retailers they
supply are beneath contempt in my opinion because
they are abusing their position and the wholesale deals
they receive from manufacturers. These deals are
supposed to ensure that the supplier grows and supports
the distribution network through retailers to the end
customer, not to short cut the process and sell direct
at virtually trade price. Unfortunately this is a growing
trend facilitated by greed and the internet. I will now only
purchase from such suppliers where they are selling direct
at MRRP and charging for shipping.
Hal Whittaker
Stuart Andrew
In todays world of greed, it may be considered acceptable
but it is morally wrong. If you are wholesale, you sell to
trade not retail. Retailers have to live with putting their
own mark up on top of the trade price, it should be the
same for manufacturers. It is sheer greed to take both
wholesale and retail mark up and sometimes undercut
their own manufacturers RRP by doing offers that the
retailer cannot compete with. Retailers are proving to be
nothing more than a showroom for internet sellers and
manufacturers to sell their products from.
Cot N Togs
Sue Needham
They seem to want it all, wholesale and trade. We
are the shop front showing and selling their products
to the customer. Providing knowledge and passing on
information. We are then selling a product often tagged
with the company website for the customer to go to
directly. How long can this continue?
May 41
22/04/2015 16:03
GOOD TOY GUIDE
Getting a good start
IN ASSOCIATION WITH
This month, a young start-up toy retailer asks the Good Toy Guides head of retailer
relations, Lucy Moody, what they can do to make a splash in the toy market
Got a question for

Lucy Moody,
then drop us a line at
rhutchins@nbmedia.com
THE TEAM at the Good Toy

Guide and Fundamentally
Children has been
answering our questions for
a number of years now.
So, we decided it was
high time that we allowed
you to ask the industrys
experts the questions that
mattered the most to you.
This month, Dr. Amanda
Gummer gives way to
Fundamentally Childrens
head of retail relations,
Lucy Moody, to offer expert
advice to a start-up indie
retailer, looking to make a
splash in the industry.
We are a young, start-up
indie toy retailer, new to the
industry and looking to make
a splash in the market. What
advice can you offer and
what services do you provide
for retailers in our situation?
It is always great to see
new retailers coming to the
market, especially opening
up on the High Street (which
I assume you are) where the
smaller independents are
seemingly being pushed out.
It is a competitive market
out there, but staying current
and offering something
different will help you to drive
sales and attract people into
your store.
Having spoken to
so many retailers and
consumers in my role at
Good Toy Guide, it seems

that what stands out as
an important factor to get
right, is the experience
people get when they visit
a store.
Having a fun and
interactive approach
where children can come
and have a really magical
time, surrounded by great
toys, will offer consumers
so much more than just a
general toy shop designed
for little more than
browsing and paying.
Its always difficult to
highlight the value of a toy
while it sits in a box on a
shelf, so why not get one
out for children to engage
with? This is a great way to
help you demonstrate how
great they actually are.
We have hosted many

in-store play days and in
the majority of cases the
stores have completely
sold out of the toy that
was being demonstrated
by our team of experts. So,
you could always book a
the latest toys. Choosing

products that offer great
play value and longevity
will also encourage the
parents and carers.
The Good Toy Guide is
often used by retailers as
their buying guide and is
Having a fun and interactive

approach will offer consumers
more than just a general toy shop.
Lucy Moody, Fundamentally Children
play day with us and watch

how they are done.
Stocking good toys is
essential, and staying up
to date with new products
to the market will help to
encourage people to visit
again and again to see
a totally free service that

we offer. Check out www.
fundamentallychildren/
good-toy-guide to see all
the current toys.
Furthermore, the Good
Toy Guide offers several
other services to retailers
in similar positions to
yourselves. We offer
support through the set up
of your store and can give
you as much advice as you
need. Take a look at our
retailer pages and stay in
contact with us online.
For now, however, I will
leave you with this parting
nugget of advice from the
renowned psychologists,
Pfeffer, Fong, Cialdini and
Portnoy: Research shows
that having independent,
expert commentary
is proven to increase
favourability ratings on
every scale in comparison
to a person or business
blowing its own trumpet
and is second only to
recommendation from a
friend or family member.
CONTACT THE GOOD TOY GUIDE:

Twitter: @fundamentalsUK l Facebook: FundamentallyChildren l Email: admin@goodtoyguide.com lwww.fundamentallychildren.com
42 May
42 TN161 Good Toy Guide_Final.indd 1
22/04/2015 16:26
Winning
Moves full
43
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10/03/2015
21/04/2015 11:16
15:54
TOY TRUST UPDATE

This months Toy Trust update focuses
specifically on the charitable causes that
will be on our minds during the spring and
summer fundraising events. So take a
brief look at whats happening with The
Toy Trust in weeks to come and see for
yourself why its all worthwhile
This years Big Thames Challenge is in aid of Special Kids Going Places, and while
industry members are cycling, running, walking and swimming, heres what its
really all about. Three great causes with one common theme.
Cyclists Fighting Cancer (CFC) - www.cyclistsfc.org.uk
CFC enables children and young people living with cancer across the UK to regain
their physical fitness, strength and confidence by giving them new bikes, adapted
trikes, tandems, other equipment and support. The effects of the disease and
its treatments in children are numerous; amputations, balance issues, physical
weakness, coordination difficulties and lack of self esteem are just a few of the
most common side effects. CFC encourages cycling as the best form of exercisebased rehabilitation, especially for children, because it provides all these benefits in
a low impact, fun, sociable and exciting way.
Action for Kids - www.actionforkids.ritdns.com
Founded in 1991, Action For Kids began by raising funds for a child who needed a
wheelchair and has now helped thousands of disabled children and young people
and their parents and carers. The charity provides mobility equipment not currently
available on the NHS, such as customised wheelchairs that give the user comfort,
mobility and greater independence. Action For Kids also runs a Life and Work
programme providing young disabled people with tailored practical work experience,
everyday life skills and the confidence to become more independent.
Handicapped Childrens Action Group (HCAG) - www.chris624.wix.com/hcag
HCAG provides specialist equipment for children with disabilities, learning difficulties
and other special needs. The charitys principal aim is to provide the funding that
will help to give the disabled child independence and mobility. They strive to
give children the ability to join in with the activities of others their own age when
previously they have only been able to watch from the sidelines. The equipment
that HCAG provides is varied and includes powered and manual wheelchairs and
trikes, right through to specialist seating and sensory equipment.
At the time of going to press,

the Big Cake Bake was in full
swing. Thank you to all the
organisations taking part;
we have already seen some
tremendous culinary creations.
The results will be announced
at the end of April so do check
out the BTHA website to see the
stars of the show.
And finally
Well done Mattel on their Guess the Weight of the
Easter Egg competition which raised 100.
And to Andy Clempson, also from Mattel, who raised
a further 100 in the Reading Half Marathon.
Dont forget to tell us about your Toy Trust
fundraising events!
For further info go to www.btha.co.uk or follow

us on Twitter @TheToyTrust
44 May
44 TN161 Toy Trust_Final.indd 1
Big Thames Challenge Diary

One day 300 toy industry athletes One great cause
Special Kids Going Places!
Date: Saturday 6th June
Starting point: Crown Plaza, Marlow
Triathlete challenge
1,500 Swim - 40km Bike 10km Run
Other challenges
Bike Ride - 74 miles
20km run
20km walk
10km family walk
New teams for 2015:
Rubies Masquerade, Jakks Pacific,
Worlds Apart, Toymaster,
Toys R Us, HTI and Spin Master
THE TOY TRUST - HOW WE CHOOSE THE CHARITIES

If you have a charity in mind to recommend, let us tell you a little more about the
selection process.
Around 200 charity applications each year are submitted from all kinds of
organisations, including many for international projects and The Toy Trust reviews
favourably those specifically sponsored by toy industry members. There is, however,
a very clear criteria set before applications can be reviewed; the overriding factor of
which is that the charity must support children who are disadvantaged or deprived.
To take the first step to funding, a detailed proposal is required outlining the project
supported by the charitys latest accounts. The BTHA screens the proposals and if
the criteria is met, it goes to the five Charity Allocations Committee members for
appraisal. They use many tools to scrutinise the applications, such as referring to
the charitys own and Charity Commissions websites, (this can hold accounts and
Trustee reports). The applicants may also be contacted to discuss the proposal.
The Allocations Committee then meets, debates and agrees on those to be
submitted to the Toy Trust Committee for final approval at each of the four
quarterly meetings.
The total amount granted each quarter is approximately 30,000, of which
on average one third of the causes chosen are international. Annually, around
120,000 is donated in support of around 100 charities. This is in addition to the major
funding such as this years Special Kids Going Places and Alexander Devine Projects.
22/04/2015 16:12
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17/04/2015
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22/04/2015 18:03
News
Media
Dedicated monthly licensing coverage for the UK
Opinion
Dino Charge to roar this

summer, says Bandai
Hopes high for new Power Rangers toy line as blockbuster movies mark 2015 as the year of the dinosaur
THIS SUMMER will see
Bandai launch a range of
toys for the new Power
Rangers Dino Charge series,
and the firm is expecting
big things.
With the hype around
Jurassic World, Bandai is
calling 2015 the year of
the dinosaur, and following
successful launches for
Dino Charge in Japan and
the US, the company
believes it has a hit toy line
on its hands this summer.
Historically the
dinosaur genre has always
outperformed others;
therefore, we anticipate a
continued success story
for 2015 and beyond, said
Tess Parsons, product
manager at Bandai.
2015 is the year of the
dinosaur and we have no
doubt that Dino Charge
will be a big success this
summer. Historically,
dino-themed series
have always been the

most successful in terms
of both programming and
consumer products and
we have already seen this
trend become apparent in
Japan and the US.
Both territories have
launched Dino Charge
ahead of the UK and Japan
has experienced the best
toy sales in 18 years, while
the POS in the US is in
double-digit growth. We
have every confidence that
with the strong universal
theme, toy range and
heavyweight marketing
campaign this success will
translate to the UK.
To ensure the launch
is a success, Bandai
is embarking on a
comprehensive marketing
push for Dino Charge,
featuring TV ads alongside
print and online activity.
As this is such an
important launch, we have
prepared a comprehensive
marketing plan alongside
Saban to bring the

products to life, as well as
driving kids to watch the
show, added Parsons.
We are very excited
to announce that the
partnership with free-toair kids channel Pop will
continue with 20 live action
episodes of Dino Charge
airing exclusively on the
platform from August.
In addition to the
programming, Bandai
will be supporting with a
heavyweight TV campaign
47 TN161 Licensing Cover_Final.indd 1
across three key lines,

as well as bringing the
brand and toys to life with
experiential activity across
the summer. Bandai and
Saban will continue to
support with PR, press and
online activity across the
season and into 2016.
Next year is shaping
up to be another big one
for Power Rangers with
a movie hitting screens
next July. And as the
feature looks set to boast
a dinosaur element, Bandai
believes its Dino Charge line

is a perfect segway into
next years ranges.
There is a lot of
anticipation building for
the Lionsgate movie,
which is coming to the big
screen next year, Parsons
continued. Bandai are
already in the process of
developing a movie toy
range to sit alongside
the Dino Charge toys, so
the look on shelf will be
distinctive yet consistent.
Bandai: 01489 790 944
May 47
22/04/2015 17:09
NEWS
Fable can stand out in the toy space

Tinderbox believes the video game brand has potential for figurines, collectables and board games
TINDERBOX BELIEVES the
Fable video game brand is
perfectly placed to be a big
hit in the toy space.
The digital division of brand
extension agency Beanstalk
is currently working with
Lionhead Studios on global
licensing opportunities for
the brand, and believes toys
is a key sector for Fable.
Fable Legends, the latest

in the franchise, boasts a
plethora of characters and
as such, Tinderbox believes
there is scope for several
toy lines covering a range
of categories.
A wide cast of
characters and a rich
world provides a wealth
of figurine, collectable
and card or board game
opportunities, Tinderboxs
head of new media, Dan

Amos, told ToyNews.
This, coupled with an
irreverent underlying
sense of fun not often
found in video games,
offers scope for creating
something that can stand
out in this space.
The first Fable title
landed in 2004, and
Tinderbox believes the
rich history of the game
Casdon swaps role-play for

real baking with new range
Collection from baby food expert Annabel Karmel includes cake
moulds, baking accessories and a line of mixing bowls
CASDON IS confident
its new Annabel Karmel
collection offers kids
something more than just
role-play, as the products
can be used for real baking.
The collection, from baby
food expert Annabel Karmel,
will include baking sets
with cake moulds, baking
accessories, mixing bowls and
decoration tools for children.
This range adds an
additional focus to our
licensed portfolio in that
we are offering real life
baking as opposed to role
play, said Phil Cassidy, joint
MD at Casdon Toys.
The range allows children
to not just pretend to cook,
but create actual mixes and
use our cookery range to bake
48 May
48 TN161 Licensing News_Final.indd 1
them in the oven, creating

real and edible treats.
To be able to add
Annabel Karmel to our
collection was a unique
opportunity that would
add the personality of a
renowned name in the
world of kids cookery to the
Casdon Little Cooks range.
The firm has embraced
licensed lines with brands
like Henry,
Dyson and
Morphy
Richards,
and Cassidy
told
ToyNews
that
working
with
household
names and
high-profile
brands under licence

remains the focus.
The range will hit shelves
from mid-July and Casdon
believes it will be a success.
The Annabel Karmel
collection has already
received some great listings
and the feedback has been
very positive wherever it has
been shown, said Cassidy.
Casdon: 01253 608420
makes the brand a strong

licensing proposition.
The combination of
a deep heritage, strong
fan base, unique, rich,
expansive world in
Albion, as well as the
new innovative content
pipeline based around Fable
Legends, results in a strong
licensing proposition,
added Amos.
Video game brands like
Minecraft and Pokmon
have managed to carve out
success in the toy space,
and Tinderbox is hoping
that the ongoing popularity
of the medium, as well as
the release of a new game,
are good signs for Fables
licensing debut.
Amos continued: There
are several examples of
digital properties that have
managed to build successful
licensing programmes in
the past and overall, the
popularity of video games
shows no sign of slowing.
It is an exciting time
for the industry and in
general, I would say that

the opportunities to extend
the reach of video games
into physical products are
plentiful and growing.
Fables passionate fan
base shares considerable
parallels with other major
entertainment or gaming
franchises, but it is the
upcoming release of Fable
Legends which is most
interesting and is guiding
the approach we are taking
to licensing.
Fable Legends will be
innovative in terms of
gameplay and business
model not the traditional
in-and-out retail release
of a new title under the
Fable umbrella, but a new
on-going games service
with the potential to reach
a wide player base.
This means that we
are perhaps taking a more
long-term approach to
licensing than other video
games have been able to in
the past.
Tinderbox: 020 7572 0844
Talking Chewbecca
roars into Underground
Toys Star Wars line-up
By Samantha Loveday
BUSY UNDERGROUND
Toys is looking to take
advantage of the current
Star Wars hype with the
launch of its new Medium
Chewbacca Talking Plush.
Loyal friend of Han
Solo, daring co-pilot of
the Millennium Falcon
and legendary member
of the Rebel Alliance, the
firm has immortalised
Chewbacca in nine-inch
plush format, significantly
bolstering its official Star
Wars collection.
The talking plush
features the iconic
Chewbacca roars taken
from the classic movie,
making the toy a musthave for any Star Wars fan
or collector.
Simply press his tummy
to hear him roar, but
remember its not wise to

upset a Wookie, even a
plush one.
The Chewbacca plush
is the latest addition
to Underground Toys
already bumper Star Wars
collection, which also
includes the Lightsaber
Battle Yoda.
Underground Toys:
020 7801 6325
22/04/2015 17:02
62 TN161.indd 1
16/04/2015 14:18
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Hello, Im
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Interactive
Mr Tumble
WOOF
WOOF!
Woof Woof
Duggee
Talking
Twirlywoos
Poseable
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Chatty
Bugbies
spi
Sweet Dreams
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Ninky Nonk
Musical Activity Train
Golden Bear Products Ltd

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Tel: 01952 608 308
customerservices@goldenbeartoys.co.uk
50 TN161.indd 1
BBC logo 1996 and TM BBC.

Something Special logo mark TM & BBC 2004.
Licensed by BBC WW Limited.
CBeebies CBeebies logo BBC 2002. CBeebies Play logo 2014. BBC 1996
HEY DUGGEE TM and character logos TM & Studio AKA Ltd 2014.
Licensed by BBC Worldwide Ltd. BBC logo TM & BBC 1996.
TWIRLYWOOS DHX Worldwide.

2015 Ragdoll Productions Limited/DHX Worldwide
In The Night Garden TM and DHX Worldwide.

Licensed by DHX Worldwide. All rights reserved.
21/04/2015 15:26
Sponsored by:
News
Opinion
Events
A monthly guide dedicated to the biggest sector in toys
Ambi can become one of the UKs

best-selling toy brands, says Galt
Line has been embraced by independents and majors alike since being acquired by the firm back in 2013
GALT TOYS believes its
successful Ambi Toys line
can become one of the
UKs best selling toy brands
for the first years market.
The firm acquired the
range back in 2013 and has
seen the line embraced by
independents and major
retailers alike.
Its a great range and
performing extremely
well, John McDonnell,
managing director at Galt
Toys, told ToyNews.
We acquired Ambi Toys
at the beginning of 2013
and have steadily been
building its presence
amongst our suppliers.
It is now stocked by
most big retailers such as
John Lewis, Debenhams
and Amazon, but also by
many independents.
Were not surprised by
the uptake as it perfectly
complements our own
products, designed for
first years and toddlers

with a strong focus on
child development and
education through play.
Now the range has
established itself as
a strong performer,
McDonnell believes Ambi is
on track to become one of
the UKs top toy brands.
Hopefully it will
become one of the UKs
best-selling toy brands for
the first years market,
added McDonnell.
Weve added six
new Ambi Toys to its
range this year, all with
distinctive designs based
on the original mechanical
drawings of world
renowned toy designer,
Patrick Rylands.
Babies and toddlers are
not interested in passing
trends or the latest gadget.
They need well-designed
and reliable toys, which
dont disappoint during
play, which is exactly what
these toys do, and the fact
they are British designed

toys, ensures the design
integrity and success of
the Ambi Toys range for
many years to come.
An example of the
success of the
range can be
seen with the
Activity Case, a
new product that
launched earlier
this year and is
already topping
the Ambi Toy
sales charts.
It is a
colourful and
interactive action
centre with six
fun activities for
little hands to
explore, added
McDonnell.
Children can
press the button
and it squeaks, pull
back the blue bird to
chime the bell, slide the
mirror to see whos
hiding underneath.
The toy encourages

manual dexterity and the
learning of cause and effect.
Galt Toys: 0161 428 9111
GALT AT TOYMASTER
Galt Toys will be
presenting Bird and Fish,
two classic bath toys
from the Ambi range at
Toymaster. Both are due
to launch in July and have
been created by British toy
designer Patrick Rylands.
The timeless toys won the
Duke of Edinburghs Prize
for Elegant Design now
known as the Prince Philip
Designers Prize in 1968,
and are making a comeback
by popular request.
51 TN161 PreSchool Cover_Final.indd 1
Galt MD John McDonnell

believes that Toymaster
is a must-attend as it is a
more focused show, with a
community feel on both a
business and social level.
Independent retailers
are what make our
shopping High Streets truly
special, he told ToyNews.
Consumers appear to
be getting weary of the
sea of sameness that
mega retailers present
selling similar products.
A larger retailer has a

corporate image that they
must maintain, and each
store is a carbon copy of
the one before.
Independent retailers
acknowledge this, and as a
result are always trying to
find ways to reinvigorate
their stores.
McDonnell added:
The big advantage
independents have is their
flexibility and speed to
market for new products.
May 51
22/04/2015 17:56
NEWS
Comment
Imitation is not flattery
Rachel Jones, Totseat MD
and founder of SnapDragon
Monitoring, explains the
importance of trademark
protection and why
she is making tackling
counterfeiters easier for you.
THE FIRST counterfeit
Totseat I ever met made
my blood boil. It was
the fury at someones
audacity to copy it
and the horror that it
absolutely wouldnt
be safe to use. While
it looked good in its
packaging, the product
told a very different story.
The best part is that the
item had been seized at
Customs. In fact, if you
have registered your
trademark with them,
the brilliant CITEX unit at
HMRC keeps an eye out
for counterfeits for you.
Its an easy process and
for anyone importing toys
and nursery products it
is worth doing. They even
circulate the information
among their equivalent
units in the EC.
From identification and
confirmation that the
goods are counterfeit,
they arrange for their
destruction. In our
case, the local Trading
Standards office also
mobilised its counterpart
in the right region to
take action against
the importer. And take
action they did, thankfully
without involving us.
We had expected to
meet a counterfeit at
some point, thats why
we registered with CITEX.
For them and various
e-commerce portals, the
strongest part of our
armour is our numerous
trademarks. Simple to
manage, relatively cheap
to organise, registered
trademarks are worth
their weight in gold.
E-commerce portals
have to take down
counterfeits by law, most

people are aware of the
systems of reporting to
eBay and Amazon for
example, and registered
trademarks are absolutely
vital in doing so. What was
less easy was developing
a system to police portals
across the world and it
was only when Alibaba
got in touch, asking if we
could help develop their
processes,it became
apparent ours really work.
Now we have a team of
linguists, data analysts
and brand managers who
not only monitor and take
down counterfeiters but
also help other brands do
the same. Whether its a
safety concern, diverted
legitimate income, or the
potential to have your
brand ruined; something
can be done. And much
you can do yourself. Get
your trademarks (design
rights and patents)
registered, register
with CITEX, police the
sites you can and report
what you find. Then, get
friendly with your local
trading standards office.
Totseats own system SnapDragon - can also
help when appropriate.
And if you need IP counsel
and lawyers for a more
formal infringement
notice, we recommend
people who understand
the priorities of SMEs.
SnapDragon is a
service for SMEs, its
affordable and helps your
trademarks do what they
are meant to do.
Being proactive is
better than fighting your
corner when a counterfeit
causes an injury.
Rachel Jones co-founded Totseat. SnapDragon

Monitoring is a spin-out of Totseat and works with
brands in the nursery and toy industry. Head of
Research is Jet Doran jet.doran@snapdragon-ip.com
52 May
52 TN161 Pre-school News/Opinion_Final.indd 1
Posh Paws cuddles up

with pre-school movies
Cinderella, Inside Out and The Good Dinosaur to drive preschool sales for the plush specialist this year
By Robert Hutchins
PLUSH SPECIALIST Posh
Paws is predicting a surge
in pre-school sales this
year, thanks to the help of
standout movies including
Cinderella, Inside Out and
The Good Dinosaur.
Last year saw the firm
establish itself as the
number one manufacturer
for traditional plush toys,
with a large portion of sales
attributed to its growing
pre-school collection.
Disneys Frozen, Shrek,
Madagascar and Kung
Fu Panda all helped the
company to a successful
2014, with Doc McStuffins
topping its pre-school
licensed range.
Pre-school has definitely

grown for us over the last
year, Lauren Hayward,
group brand manager at
Posh Paws International,
told ToyNews. This is down
to not only some great
TV shows supporting the
sector, but also some real
standout movies. I expect
the sector to grow again
this year with even more
standout titles appealing
to this audience, including
Cinderella, Inside Out and
The Good Dinosaur.
Posh Paws looks to build
on the success of last year
and showcase the strength
of the plush sector that
according to Hayward
continues to deliver
growth year on year.
In the pre-school arena,

the firm remains confident
that new TV and film
releases will continue
to drive the category and is already gearing
up to launch a new Doc
McStuffins collection,
designed to support Disney
Juniors revamped version,
Doc Pet Vet.
Hayward continued: For
pre-school, we are most
excited about the launch
of Disneys Inside Out this
July and The Good Dinosaur
in December, these release
dates offer fantastic
summer and Christmas
retail opportunities and I
believe that the plush toys
will be extremely popular.
Posh Paws: 01268 567290
Kiddimoto picks up Queens

Award for International Trade
By Samantha Loveday
BALANCE AND kids bike
specialist Kiddimoto has
been handed the Queens
Award for International
Trade, part of the UKs
prestigious business
awards, the Queens
Awards for Enterprise.
The accolades recognise
the success of UK
businesses in the fields of
innovation, international
trade and sustainable
development. All entries
are judged on merit and
the awards are given to
businesses demonstrating
outstanding achievement.
We are delighted
with this award, which
underlines all the hard work

we have put into building
an international business,
said Kiddimotos Simon
Booth. We have only been
trading since 2004 and
initially poured efforts into
developing great products.
In the last three years,

our overseas sales have
almost doubled.
We believe were a
good example of a small
company which is growing
at a solid rate.
Kiddimoto: 01749 871175
22/04/2015 17:47
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SECTOR GUIDE: DOLLS
The doll rush
A staple of the industry, in recent years the doll sector has dipped a plastic toe in the worlds of technology,
education and, of course, hit licences. Billy Langsworthy looks at some of this years most interesting
additions. Those allergic to cuteness might want to look away now
VTECH
VTech made its doll debut
last year with Little Love
Baby Talk, a voice-activated
doll that learns more
phrases the more a child
talks to it.
The doll comes with 100
words, sings ten melodies,
speaks over 80 phrases and
also features real-life sound
effects, such as drinking
and giggling.
This year, VTech is
planning to expand the Little
Love collection with the
launch of Little Love Baby
Peek-a-Boo in spring, while
Little Love Learn to Walk will
then arrive in the autumn/
winter season.
Children can hide and

uncover Little Love Baby
Peek-a-Boos eyes for cute
reactions and interactive
peek-a-boo play.
Baby Peek-a-Boo also
introduces numbers,
counting, foods, feelings,
body parts and much more
through games, over 60
adorable phrases, sing-along
songs and realistic baby
sound effects.
The doll will also help
children to develop nurturing
skills through pretend play
and encourage essential
motor skill development,
all while learning through
role-play.
BONNIE & PEARL

Bonnie & Pearl is an
imaginative and experiential
doll brand which is set to hit
retail this year.
The business launched
online in September 2013
and it has since opened
three successful Bonnie &
Pearl pop-up shops with St
Davids Cardiff.
In addition, the new
brand has gone on to
win three national retail
awards in its first year of
operation, including two
BCSC Opal Awards and a
SCEPTRE Award. The 19
55 TN161 Dolls Sector Guide_Final.indd 1
The Little Love Learn to

Walk doll demonstrates
key developmental stages
including learning to sit up
from lying down, learning
to crawl and standing up to
take her first steps.
The Little Love range
boasts a number of
accompanying accessories
such as the Little Love 3in-1 Pushchair, introduced
last year, and the Little
Love 3-in-1 Carrier, set to hit
shelves later this year. The
carrier transforms from a
carrier to a booster seat to a
changing mat.
We are really proud of
the great success we have
seen from the Little Love

range so far and cant wait
to launch these great two
new additions, said Rebecca
Lazarus, senior
brand manager
at VTech.
01235 555545
HTI
Bonnie & Pearl dolls come
in seven different colouring
options, complete with an
outfit, bed, soft pillow and
adoption certificate.
Accessories, outfits and
furniture are also available
to inspire imagination,
innocence and friendship
among youngsters from
eight years old up.
Bonnie & Pearl will
be expanding its retail
business throughout the
UK, Europe and Middle East
from July 2015.
0844 800 1910
HTI is looking to maintain its

position as the UK market
leader in the dolls prams
and pushchairs market with
its premium Silver Cross
and Mamas & Papas Junior
collections.
The firms collection of
Mamas & Papas dolls prams
and pushchairs continues
to go from strength to
strength. The new M&P
Armadillo dolls pushchair
will be TV advertised for
2015 demonstrating the
role-play fun to be had.
The pram is inspired by
the real life nursery replica
with a striking Lemon
Drop yellow colourway and
matching shoulder bag.
The other lines in HTIs
Mamas & Papas 2015 range
have been refreshed with
the new Bluebird fabric
a light, bright, pink and
turquoise bird pattern.
The range includes replica
lines such as the versatile
Urbo pram which switches
from pram to pushchair, and
the Double Decker Stroller
with elevated rear seat that
provides room for two dolls.
The traditional style
deluxe X-Cel pram is a
popular line that is supplied

with under-seat shopping
basket, matching parasol
and changing bag.
Elsewhere, HTIs Silver
Cross dolls prams and
pushchairs junior collection
for 2015 is inspired by
couture fashion and runway
shows. All white frames
provide a crisp new look,
reflecting the hottest
trends in the nursery
market.
The range provides both
classic and contemporary
styling, replica detailing and
co-ordinating accessories.
The Surf is available in
the deep purple damson, as
well as vibrant lime
green and hot pink
colourways.
The Silver
Cross Ranger
is a classic
dolls pram
and a consistent top seller.

It features a handy shopping
tray, adjustable handle
height and coordinating
shoulder bag.
HTI also offers dolls
prams and pushchairs with
Peppa Pig, Hello Kitty, Sofia
the First, Doc McStuffins
and Minnie Mouse styling.
01253 775684
May 55
22/04/2015 16:24
SECTOR GUIDE: DOLLS

JOHN ADAMS
TRENDS UK
Trends UK has the new
Disney Frozen Singing Plush
featuring Elsa and Anna.
Both stars of the hit movie
have been recreated with
beautiful vinyl heads and
huggable soft bodies.
John Adams is looking

forward to a golden year
with Tiny Tears as the
brand celebrates its 50th
anniversary.
First launched in the
UK in 1960s, the Tiny
Tears doll was the first
fully functioning feeding,
crying and wetting doll with
closing eyes, moveable
arms, legs and head.
To celebrate her 50th
anniversary, John Adams
has created a special,
limited edition Tiny Tears
doll which is all dressed
up in a sparkly birthday
princess dress and sporting
a vintage curly hairstyle.
The Tiny Tears
Anniversary doll comes
complete with water
bottle and potty, as well
as a special keepsake
commemorative
certificate, printed with
its own unique number.
01480 414361
TRAVIS DESIGNS
Travis Designs boasts
a wide selection of doll
outfits that match up with
the companys best-selling
girls dressing up costumes.
The dresses span all
The 15 Elsa doll sings

Let It Go, while Anna sings
For the First Time Ever.
Available in a special try
me pack, each of the dolls
retails for 24.99.
01295 768078
CHARACTER OPTIONS
seasons and events with
designs including the
likes of a ballerina, Marie
Antoinette and even a
Medieval Queen.
01442 289898
Fans of The Zelfs will have

a new doll to play with this
year in the form of the
new Light-Up Zelf, Princess
Crystella.
Joining the popular
Medium Zelfs, Ultra-Rare
characters and Mini Lil Zelf
pods, Princess Crystella
stands taller than all her
counterparts and has light
up hair which illuminates
when the crystal heart on
her chest is pressed.
0161 633 9800
VIVID
My Friend Cayla, the doll that
interacts via an app, will be given
a new outfit for next Christmas
and will benefit from enhanced
personalisation.
Also new is My Friend Cayla
Princess, which comes with a
bespoke princess-themed app
and accessories.
01483 449944
56 May
22/04/2015 16:22
SECTOR GUIDE: DOLLS

MATTEL
Mattel is boosting its extensive
girls portfolio with new ranges from
award winning brands and strong
licensing partnerships.
This autumn sees the release of
two new animated feature fi lms
for Barbie. First up is Barbie in Rock
n Royals, a story of princesses
and rock stars that is all set to be
supported by strong marketing
plans. It will be brought to life
with new additions to the product
ranges including the Rock n Royal
Courtney Doll, and Transforming
Stage play-set.
Additionally, engaging with
younger girls is The Great Puppy
Adventure. Girls can play out their
favourite scenes with the Barbie
Spin n Ride Pets toy and other
Great Puppy Adventure products.
Barbie is also welcoming a new
wave of Fashionista dolls boasting
different hair and skin colours to allnew facial styles. Also introduced
this autumn/winter are the two
new creative play and fashion

products, Barbie Airbrush Studio
and Barbie Glitter Hair Doll.
Barbie Life in the Dreamhouse
continues to be brought to life
with some great additions to the
product range. These include the
Barbie Malibu House, and the Barbie
Camper, which consists of three
storeys of play.
Elsewhere, this autumn sees a
new term for the ghouls of Monster
High, supported by the Freak
Du Chic and super-size Gooliope
Jellington who is the tallest ghoul in
school standing at a huge 17.
In Q4, Boo York Boo York will
launch, introducing new content
supported with a new range of
characters and toys including Luna
Mothews, Elle Edee and Madison
Mouse. The Boo York range is
also complemented by the Astra
Nova Accessory, which sees new
character AstraNova levitate.
01628 500 000
n Hors
Morga
FLAIR
With Doc McStuffins in its portfolio,
GP Flair has several new interactive
dolls and play-sets for fans of the
pint-sized doctor to play with.
Building on its success with
Disneys Doc McStuffins, Flair has
recently launched a School of
Medicine themed range to tie in with

the new TV episodes.
At the heart of the new collection
are the Dentist Doc and Eye Doctor
Doc dolls.
Doc can accessorise her outfit
with the new Light-Up Doctor Shoes
and Dotties Eye Doctor Bag.
Moving on, and in autumn, Dottie
turns her attention to healing toy
animals in the new Doc Mcstuffins
Pet Vet series.
A hero product of the
accompanying range will be the new
Interactive Pet Vet Doc McStuffins
Doll. Meanwhile, Find & Fetch Findo,
the interactive dog, is on her the
patient list.
For her vet duties, there will be
new accessories such as the Vet
Bag Play-set and the Pet Vet Desk.
020 8643 0320
ook
ith B
na w
ily An
Saddle
-Up Sta
bles
01604 774949 sales@john-crane.co.uk

www.john-crane.co.uk
22/04/2015 16:21
SECTOR GUIDE: DOLLS

MGA/ZAPF CREATION
This year, the Baby Annabell
collection is welcoming
two new additions in the
form of Baby Annabell
Interactive Potty and The
Walking Little Lamb.
The Baby Annabell
Interactive Potty is
decorated with pink and
white sheep.
It comes complete with
realistic toilet sounds,
applause sounds and a Baby
Annabell jingle.
The new interactive potty
is designed to teach little
ones about potty training,
and can be helpful if they
are going through potty
training themselves, or have
a younger sibling who is
being taught about using
the potty.
The Baby Annabell doll
features include a rocking
function, eye and mouth
movement when she is
sucking on her bottle or
dummy, and real tears
when she drinks water. If
she becomes upset, little
ones can gently stroke her
cheeks or pat her back to
soothe her.
JOHN CRANE
Made with soft plush, the
Baby Annabell Walking Little
Lamb walks and can also
emit a cute baa sound.
The lamb is able to walk
unattended and has
ears that move up and
down while walking.
The lamb comes with
a feeding bottle and
makes noises when
drinking from it.
The Baby
Annabell
Interactive
Potty retails
at around
14.99,
HASBRO
My Little Pony fans are
catered for this year with
a series of new dolls based
on the hit brand.
The My Little Pony
Glamour Glow Rarity lights
up and comes with a
decoration for her horn.
Kids can decorate her with
the stickers and then
style her hair and tail
with the four hair clips.
Elsewhere, the
My Little Pony
Equestria
Girls Rainbow
Rocks Dolls
are stylishly
dressed
in ultrachic outfits
featuring candy
colours and a sassy
glasses.
Each doll boasts a
cutie splash, which are
unique designs similar
to the cutie mark on her
pony alter ego.
Finally, the My Little
Pony Equestria Girls
Rockin Hairstyles
Dolls come with outfits
and wings so that they
58 May
while The Walking Little

Lamb will be retailing for
around 29.99.
0845 0533 333
John Crane has introduced

a whole range of brand new
toys that little ones can
engage with.
The Our Generation
range is about girls
growing up together and
creating the narrative of an
extraordinary generation.
The line includes hair play
and retro dolls, as well as
18-inch non-posable regular
dolls such as Holly, which
comes complete with a
stylish faux fur autumnal
outfit accessorised with

matching shoes and tights.
The Our Generation range
will also welcome horses
and foals for children and
their doll.
On top of dolls, horses,
and outfits, there is an
Our Generation range of
vehicles from scooters
to 4x4s. A Retro Cruiser
features a real FM Radio
that plays songs, working
lights and removable roof.
01604 774 949
just like a growing newborn.

She also features a twopiece outfit that includes a
hooded baby bear towel.
Also new to the
Berenguer Boutique range
is the Niko sculpt. The set
includes a five-piece outfit
that features corduroy
short overalls with matching
undershirt, socks and hat.
In 2016, the firm is
reintroducing the limited

edition Carlos and Valentina
sculpts to collectors. As
with all Beb Real Dolls,
each doll is hand inspected
and signed by designer
Salvador Berenguer. Each
soft body doll features a
weighted body, posable
limbs and are dressed in
Tutto Piccolo clothing.
001 800 422 2244
JC TOYS
are ready for the Rainbow
Rocks Mane Event.
Consumers can
accessorise each doll with
the included earrings to
polish off the Equestria
Girls rocker look.
020 8569 1234
JC Toys has unveiled its

new 2015 creations for the
Berenguer Boutique Babies
line of realistic dolls.
The La Newborn dolls
represent the majority of
the Berenguer Boutique line
and showcase the attention
to detail and realism that JC
Toys is known for.
La Newborn dolls boast
sculpted faces, hands and
feet with soft huggable
bodies, while the Carrying
Basket Gift includes a soft
blanket to keep the doll
warm and a carrier basket
for easy portability.
Elsewhere, the firms
original All Vinyl La Newborn
features a new hand
sculpted face. She is a life
size 15 doll with realistic
hands, feet and a belly
button. She is dressed in
her first knit outfit that
matches with her hat,
booties and blanket.
JC Toys new La Newborn
Moments set features
an all too common look
from hungry, upset, tired
newborns. The sculpt is a
life-size 17 doll that sits up
22/04/2015 16:18
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DYNAMIC LIGHTS
AND SOUNDS
TEST HIS
BRAIN POWER
QUICK-WITTED,
SMART TALKING,
KNOW-IT-ALL!
ROBOTIC
MOVEMENTS
BATTLE I-QUE
AT GAMES
OOPS!!
I LAUNCHED
A TURBO!
TV campaign commencing July
HE KNOWS
Cross-platform marketing campaign
MILLIONS
OF THINGS!
K I D SA F E
INTERNET
60 TN161.indd 1
PLAY ON LINE
OR OFF LINE
21/04/2015 15:47
SECTOR GUIDE: ACTION, BUILDING, BLASTING & MORE
Action heroes
Whether its collecting, building or simply all-out action, the market formerly known as boys boasts it all.
This month, Robert Hutchins investigates the products destined to keep kids playing with real tenacity
LEGO
LEGO enjoyed a vastly
successful 2014, fuelled
by the nations love for The
LEGO Movie.
The firm held five of the
top ten new toys for the
year, attributing its success
to not only the cinematic
release, but core lines
including LEGO City, LEGO Star

Wars and both DC and Marvel
Super Heroes.
This year, LEGO aims to keep
momentum going with new
LEGO City, LEGO Ninjago, LEGO
Minecraft and LEGO Legends of
Chima sets.
Exploration is key to the

LEGO City line this year, with
new introductions to the
brands sub-ranges: Great
Vehicles, Demolition and
Swamp Police. The firm will
also launch Deep Sea and
Space themes for the
second half of
the year.
Meanwhile,
2015 marks the
return of Ninjago
as new Masters
of Spinjitzu
episodes air
on Cartoon
Network and
LEGO launches an
extensive product
range to match.
New Airjitzu
Flyers will launch
in the second
half of 2015, and
each will feature
a ripcord to send
ninjas spinning
into battle.
With 71 per
cent share of the
market, LEGO is the
number one Star Wars toy

licensee, and in its big movie
year, LEGO has unveiled an
assortment of sets including
the first constructable
figures in the brands history.
LEGO Marvel Superheroes
and LEGO DC Comics
Superheroes continue to
flex their muscles this year
with sets based on key
scenes and characters from
the upcoming blockbusters
Avengers: Age of Ultron and
Ant-Man, while six different
DC Comics Justice League
sets are now available,
including Batman, Wonder
Woman, Green Lantern,
Superman and more.
Elsewhere, LEGO Technic
continues to challenge
kids with new models such
as the Le Mans style 24
hour racer, while the LEGO
Speed Champions brand
has partnered with Ferrari,
McLaren and Porsche to
launch seven new sets based
on iconic cars and races.
LEGO Minecraft is building
on the success of last year
tracks and help build the

ultimate Epic Race.
The Hot Wheels brand
will be supported with an
extensive marketing and PR
programme, with YouTube
advertising, partnerships
with leading boys
magazines, as well as with
the Scouts Association.
Furthermore, the brand
is bolstered by a host of
new launches this summer,
including the TV advertised
Track Builder Spiral Stack
Up and Super Speed
Blastway with a die-cast
car assortment including
collaborations with Marvels
Avengers: Age of Ultron
and Spider-Man.
Autumn/winter sees
the Super Speed Blastway
continue to pick up pace
with the launch of Nitrobot

Atack, Track Builder Lava
Launcher and new Porsche
Anniversary and James Bond
die-cast car assortments.
Elsewhere, Mega Brands
launches a new range of
buildable Minions characters
to support the release
of the upcoming movie
this June. SpongeBob and
Terminator: Genisys also
await their cue this summer.
A new full year range from
Minecraft allows fans to
create quests with new
figures inspired by
the popular game,
available in three
pack and single blind
pack assortments.
Disney Pixars Cars
launches the System Mack
Transporter as well as a
Character Car assortment

and Ice Racers range this
season, while Disney Pixars
Planes continues with its
popular range.
WWE introduces the new
Create a Superstar and
Customise a Superstar Figure
Assortments this autumn/
winter, while Mattels Batman
range welcomes a six-inch
figure assortment featuring DC
Super Heroes and Villains.
01628 500 000
with four new sets launching

this autumn, including The
Dungeon, which was named
as one of the best new toys
for 2015 at London Toy Fair.
While the re-launch of
LEGO Bionicle promises to
engage a new generation of
kids in one of LEGOs most
iconic brands, the firms
Legends of Chima line will
also expand with new
play-sets and pocket money
tribe packs.
Jurassic World receives
a LEGO makeover with six
sets to mirror scenes form
the upcoming film, while five
new Scooby-Doo play-sets
will launch.
Elsewhere, The Simpsons
LEGO Minifigures return for
a second season this year,
while a Monsters themed
collection readies for an
autumn release.
Completing the lineup, LEGO continues its
partnership with Cartoon
Network for three new
waves of LEGO Mixels.
01753 495 000
MATTEL
Its an impressive portfolio
from Mattel this year, with
some of the worlds most
popular boys brands and
licences, including Hot
Wheels, Disney, Star Wars
and Minions.
The number one boys
vehicle brand, Hot Wheels,
sees the launch of The
Connectors this spring, a
group of four boys with a
penchant for adrenalinefuelled adventures.
A series of 11 videos will
see The Connectors complete
Hot Wheels challenges to
inspire youngsters to become
track masters themselves.
The Hot Wheels brand
will be visiting key locations
across the UK this autumn
to give kids the chance to
race on Connectors themed
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12:10

FLAIR
Its an enviable collection
of wrestlers, warriors and
ninja hero action figures
making up Flairs boys
market portfolio this season,
with World of Warriors, TMNT
and Mutant Mania waiting in
the wings.
World of Warriors is a
major focus for the firm this
year with the launch of 120
collectable figures based
on the popular World of
Warriors digital community
from Mind Candy.
Leading the range is the
Battle Fortress play-set
allowing fans to emulate
gameplay, while the Deluxe
Action Figures represent
lead characters from the
popular app.
Elsewhere, the Teenage
Mutant Ninja Turtles
Mutations range has got
off to a flying start as
the mix and match action

figures continue to excite
the market. Each figure
comes with interchangeable
arms, legs and heads for
endless combinations.
The Turtles brothers also
feature in the Mutation
Deluxe Figures, changing
from pet turtles to acrobatic
ninja in seconds, while the
Turtles Mutations Vehicle
and figure sets transform
from flight to fight mode.
Q3 also sees the launch of
the Mutations Giant Leo Playset, standing at 24 inches
tall and offering plenty of
features to discover.
Not to be outdone, the
classic TMNT figures take
on new scale proportions,
with the autumn launch
of the Hand to Hand SFX
figures with ninja action
sounds. Half Shell Heroes
VIVID
5-4-3- you know the rest...
Yes, Thunderbirds is back
and this season, Vivid is
launching a complete range
of figures, vehicles and playsets to celebrate its return.
The toys will be launching
in July and the range will
include 9.5cm articulated
figures of all the Tracey
brothers and the Hood
(each retailing at 7.99),
Thunderbirds vehicles
with sounds (9.99
to 16.99), Supersize
Thunderbirds Two playset (39.99) and the hero
product: the interactive
Tracey Island (79.99). A
Vehicle Superset and an
International Role Play
Uniform will also feature.
All the vehicles are
compatible with the Tracey
Island play-set, allowing
kids to play out scenes
from the TV series.
also continue to delight

the pre-school scene with
action figures for younger
children. Heroes of the range
include the Super Sewer HQ,
Electronic Shellraiser and
the Mega Mutant Leo.
The spring launch of

Mutant Mania saw wrestling
meet mutant collectables,
and after a successful
US rollout from Moose
Enterprise, Flair is looking to
continue its success.
With detachable body

parts, 121 characters from
Round One can be mixed
and matched by children to
create a colossal 1.8
million combinations.
0208 643 0320
HASBRO
Meanwhile, this spring/
summer sees Vivid
introduce the i-Que
Intelligent Robot.
Retailing at 64.99,
i-Que is a quick-witted,
smart talking braniac,
boasting jokes, trivia, sound
effects, quizzes and games
designed to entertain kids
and adults alike.
i-Que is also articulated
with a motorised waist and
a jittery thinking cap to
make him fun to watch.
Completing the line-up
is the artificial intelligence
racing system known
as Real FX (99.99). The
system is designed to
provide the most realistic
driving experience in RC
cars, with a modified
Sensor Track enabling kids
to create over 40 different
track layouts.
01483 449 944
This summer, Hasbro hits

the road as its iconic brands
Nerf and Transformers
embark on nationwide tours
spanning six weeks and
visiting key cities across
the UK.
The Nerf Vault and
Transformers Truck tours
have been designed to get
products into the hands of
kids all over the country,
supporting a raft of new
releases this season.
The Nerf line-up is looking
extensive this month, lead
by the Nerf Modulus ESC-10
system, a blaster featuring
motorised blades that can
be configured more than
30 ways to make any Nerf
mission possible.
The blaster comes with
a precision scope, stock
integrated clip storage,
dual rail barrel and more, all

designed to enhance play.
Meanwhile, under the
Nerf N-Strike banner arrives
the Elite Modulus Flip & Clip
upgrade kit, featuring 24
N-strike Elite darts for high
capacity, and the Modulus
Stealth Ops Upgrade Kit
with a red dot sight and
close quarter barrel to keep
players undercover.
Joining the N-strike brand is
the Strike and Defend Upgrade
Kit and Modulus Long Range
Targeting Upgrade.
Elsewhere, kids can hit the
turf and wipe out the lurching
undead with the highest
capacity Zombie Strike
Blaster to date, the Nerf
Zombie Strike Doominator.
The hardcore blaster
fires 24 Zombie Strike darts
without reloading.
Finally, the Nerf Mega

Rotofury unleashes a
rapid fire fury of ten Mega
Whistler darts via a rotating
drum, all without the need
to reload.
Of course, its not all
Nerf, and with the new
Transformers RID Mega
Optimus Prime, the leader
of the Autobots is back and
fiercer than ever.
Optimus Prime can be
converted from robot mode
to semi-truck mode in three
steps, then transformed
back again when the battle
calls for it.
Kids can unlock the Mega
Optimus Prime using the
Transformers robots in
Disguise app by scanning
their figures badge and
watching him come to life.
0208 569 1234
May 63
22/04/2015 16:06

SAMBRO
Sambro is out to impress this
season as some of the most
popular licences of 2015 make
up its portfolio of boys toys.
Leading the ensemble is
the Avengers: Age of Ultron
collection. Backpacks and
arts and crafts ranges
populate the collection,
while the popular magnetic
scribblers have been given
an Avengers makeover for
hours of drawing fun.
BANDAI
The Avengers collection
also features pocket money
outdoor items including
bubble wands, skittles and
more. Swimming masks
even allow kids to emulate
their favourite hero while
making a splash in the pool.
Sambro is expecting to
see demand for Minions sky
rocket this year, when the
Minions movie hits cinemas
across the UK.
POSH PAWS
With a stellar line-up of
blockbuster movies on the
way this year, Posh Paws
looks to position itself as
the key plush specialist for
all your cuddly Star Wars
and Avengers needs.
The Force Awakens hits
screens this December and
Posh Paws is excited to
launch its range of classic
Star Wars plush characters
including Yoda, Darth Vader,
Storm Trooper, Darth Maul,
Chewbacca, C3PO, R2D2
and more.
Posh Paws is also
celebrating the launch of
Marvels Avengers: Age of
Ultron with a collection of
plush Marvel characters.
The Marvel Superhero
64 May
The firm has prepared a

collection of filled backpacks
inspired by the little yellow
fellas, containing stationery,
pens and notebooks.
The collection features a
colouring table for younger
boys as well as a wide
selection of stationery for
older fans, too. Games include
the electronic pinball machine
with lights and sounds.
0845 873 9380
The countdown is on for the

launch of Power Rangers
Dino Charge, with
new episodes
hitting screens
this summer.
Bandai is on
hand with a
range of new
action figures
and role-play
toys to help
support the series
this July.
The Dino Charge
range features 12.5cm
action figures, each
sporting a weapon.
Also available are the
collectable Dino Charger
Power Packs featuring
two Dino Chargers that
unlock features in the
role-play and Zor Builder
items including the TV
advertised Deluxe Dino
Charge Morpher.
The Dino Chargers can be
used to unlock features in
the TV advertised Deluxe
Dino Charge Megazord,
which can morph between
three Dino Zords to form

the Megazord.
Kids will be encouraged
to collect and combine
Zord Builder items to
create unique Megazord
combinations, including the
TV advertised Dino Cycles.
Meanwhile, the firm has
enjoyed great success with
ranges based on Disneys
blockbuster animated hit,
Big Hero 6. As a result,
Bandai is gearing up for
increasing demand ahead
of its home entertainment
release on May 25th.
08456 028 782
KNEX
Squad collection features
Hulk, Iron Man, Spider-Man
and Thor and is available in
a variety of sizes.
For parents looking
for superhero toys with
pocket money prices,
Posh Paws offers both
Marvel Avengers and Star
Wars Mystery Eggs, each
including a key-chain
figurine, with six characters
to collect as well as a
sticker, tattoo and an
information pack.
Pre-school property Jake
and the Neverland Pirates
remains a popular line for
the firm with plush verions
of Jake, Izzy, Cubby and
Skully available.
01268 567 317
Construction fans can build

bigger and faster this year
with a host of new ranges
from KNex, each bolstering
the boys market with new
ways to get creative.
Leading the line-up is
the firms core collection of
building tubs and treasure
chests with dozens of
inspiring building ideas that
have proved popular with the
boys market time and again.
KNex is launching into
the blaster category this
year with the brand new
K-Force range. The line
of buildable, customisable
blasters aim to cater to
overwhelming demand.
Leading the way in the
category is the K-Force
Dual Cross, a giant blaster
bow with 371 pieces
and instructions for five
custom blaster builds and
buildable targets.
The launch will be
supported with online
content, TV advertising,
activities at retail and
partnerships with First
News, Toxic and Mega.
KNex Beasts Alive sees
dinosaurs and dragons
enter the construction play
scene, with the X-Flame and
its motorised walking and

wing movements leading
the charge.
A partnership between
the firm and National
Geographic Kids magazine
aims to bring the range to
life in print and online.
Elsewhere, KNex
continues to push
its coaster themed
construction range with

new additions including the
tallest KNex coaster of all
time, the Sky Sprinter Roller
Coaster, which can reach
over seven foot tall.
Super Mario, Mario Kart,
Plants vs. Zombies and
Titanfall complete the firms
popular licensed line-up.
0118 925 3270
22/04/2015 16:00
Painted wooden toys and fabric playmats that

set the scene for pure imaginative & social play
New Dinos Garage
New retro design
New lift mechanism
Playmats
20
16 uniqueth
designs
Anniversary
Non slip and soft
to play on
20
20
th
Anniversary
th
Anniversary
1995
2015
Discover
the whole range at
www.letoyvan.com
WowWee ToyNews 230x152:Layout 1 14/04/2015 08:49 Page 1

ToyNews_HalfPageAd_April15_v3.indd 1
01/04/2015 14:11
20
th
Anniversary
Downloadable
Free App
> 2 vehicles controlled

by downloadable free App
> Battle vs AI computer or vs a friend
> Play against your opponent in
6 different game modes
> No track, no mat needed Major TV campaigns
> MiPosaur has

Gesture control
+ free App
> Track Ball with
play modes,
MiPosaur will
chase it
and PR support
EXPECT SO MUCH MORE!
To place an order please contact: +44 (0)1295 768078 salesadmin@trendsuk.co.uk

For Media/PR enquiries, please contact: Ane Olesen: ane@wirepr.eu
65 TN161.indd 1
15/04/2015 14:38

RE:CREATION
Propelled by a raft of
strong results in 2014,
Re:creation boys portfolio
steams into summer 2015
with momentum from new
launches from outdoor brand
Razor, performance launcher
Air Storm and more.
This season, Air Storms
FireTek products add a
new dimension to
launcher play with
light-up LEDs
and the
trademark
eye for
GOLDEN BEAR
performance. With the
bungee launched FireTek
Rockets, kids can blast
rockets up to 75 metres
high and watch the light-up
action, while bow fans can
enjoy the Air Storm fireTek
Z-Curve Bow.
With Zonic blaze
whistling arrows, the
Z-Curve Bow can fire
missiles up to 40 metres.
Re:creation is
supporting the Air
Storm brand
this summer
with a 360
degree
marketing
campaign,
including
extensive TV
and online activity, as
well as a year round PR.
Meanwhile, the
Razor brand will charge
into the summer
with a host of new
electric scooters
and ride-ons.
Re:creation set
the tone earlier this
VTECH
This year has seen VTech
launch its brand new
Kidizoom Action Cam, billed
by the firm as the perfect
device for kids to capture
their adventures, wherever
they go.
Aimed at children
aged five and upwards,
the Kidizoom Action Cam
(49.99) allows youngsters
to take photos and videos on
the go and comes complete
with a waterproof case and
different mounts for bikes,
skateboards and scooters.
Kids can record their
action, then via the
screen on the back
of the camera
watch their footage
and view their
photos instantly.
Plus, the camera
offers the added
bonus of photo
effects and the
ability to create
stop motion videos.
If thats not enough,
later this year, VTech is
launching its Kidizoom
Smart Watch Plus for
kids aged five to 12
years old.
Priced at 39.99,
the watch does more
66 May
year when it launched its

first TV campaign for electric
scooters, highlighting the
E100 and E90.
The RX200 now joins the
firms e-scooter line-up,
loaded with a high torque
motor and robust tyres for
tougher terrain.
Of course, Crazy Cart
continues to be a key focus
for the firm this year and
will benefit from further
heavyweight TV and high
impact PR activity.
It will be joined this year
by the Crazy Cart XL, for
adults, or big kids.
The LEGO Key Lights
collection benefits from
several new introductions
this year, as The Flash
completes the DC Heroes
line and the LEGO Star Wars
range is bolstered with the
addition of Han Solo.
Re:creation will launch
a LEGO Ninjago Key Light
range in summer with six
characters including Cole,
Jay and Zane.
0118 973 6222
Speedy racers, diggers and

a host of classic cars are
driving Golden Bears boys
portfolio this season with
new ranges crossing the Go
Mini, JCB and V-Dubs brands.
Leading the line-up
this month is the Bash
N Spin Radio Controlled
Bulldog, a new addition to
the established Go Mini
collection. The trigger on
the controller activates the
radio controlled Bulldog to
drive forwards, then the
large Bash button makes the
vehicle perform donut spins.
The vehicle can also bark on
command and display real
working headlights.
New to the My First JCB
collection for 2015 is the
Build & Go Digger, designed
for children as young as
two years.
Kids can use the
screw driver to
attach the
super-sized
wheels
and front
scoop to
the cab over and over. Big

Wheeler Freddie also joins
the team this year with
chunky wheels and plough,
alongside Farm Fun Tractor
Tim and RC Doug.
Elsewhere, the V-Dubs
range for pre-schoolers
includes collectable Stylies,
Speeders and Custom
Chargers. The range of fun
vehicles combines laid back
motoring with excitement,
sped and style. Each is fully
customisable using themed
sticker sheets.
01952 608 308
CHARACTER OPTIONS
than just tell the time. The
eight-in-one watch also
provides kids with hours of
entertainment, from taking
photos, videos and voice
recordings, to playing one
of four pre-loaded games.
Youngsters can now
connect their Kidizoom
Smart Watch to the VTech
Learning Lodge to download
additional games and watch
faces featuring favourite
licensed characters.
01235 555 545
Characters boys toys

line-up is turning Uggly
this summer thanks to the
Ugglys Pet Shop, a new
world of collectables from
Character Options.
Presented in two figure
pet food cans and eight
pet blister packs, the range
features 101 disgusting pet
characters to collect.
From the Stickies to the
Rusty Pets, the Ugglys
arrive in distinct groups,
each aptly named to reflect
their grotesque nature.
A range of play-sets and
vehicles, such as the Gross
Home Packs that can be
combined and stacked into
one multi-story Pet Store,
will follow shortly.
Launching in May, the
Ugglys Pet Shop will be
supported by a marketing
drive, including a nationwide
tour with the Ugglys brand
ambassador, Mugly the
worlds ugliest dog. The tour
will see sampling events take
place at major UK events,
including the Childrens Pet
Show in London.
This autumn, Teksta the
Puppy takes a menacing
turn with the launch of the
Teksta Scorpion, featuring
new interactive technology

such as an IR remote that
allows for 360 degree
realistic movement. The
Scorpion features giant
pincers for getting a grip of
things during battle.
Elsewhere, target
practice takes on a new
twist with Characters
Zombie Blast, a shoot-emup game where kids have
to defeat the walking dead
before time runs out.
Players have just 30
seconds to complete the
battle, by pointing the
weapon and hitting the

target. Three shots on target,
the arm blasts off; six and
hell be armless; three more
and the Zombie topples.
Finally, Wild Pets is a
range of furry, realistic giant
spiders with the ability to
scurry along the floor and
are controlled by touch.
With LED light up eyes
that change colour to
indicate their mood, Wild
Pets will be available as
single packs or complete
with their own habitats.
0161 633 9800
22/04/2015 16:01
67 TN161.indd
PRDC
Toy News 1advert- product.indd 1
16/04/2015
15/04/201511:43
11:09

JAZWARES
Jazwares latest release,
the Terraria Biome playsets, are destined to have
fans of the award-winning,
action-adventure video
game getting excited this
summer.
Allowing Terraria fans
to connect the 2D virtual
world with 3D reality, the
play-sets will be available
from August and retailing
from 24.99 for single-level
sets to 69.99 for the MultiBiome set.
The Multi-Biome set
features more than 50
pieces and stands at over
18 inches tall with three
levels of play. The set
also includes an exclusive
Molten Armor figure and
the single-level Hallowed
and Corruption Biomes are
interchangeable, enabling
fans to build and expand
their Terrarian World.
The play-sets
complement and extend
the gameplay for the firms
increasingly popular Terraria
action figure assortment.
BLADEZ
Jazwares
reports that
Terraria is
performing
phenomenally
well and the
extensive new
range is a result
of increasing
demand.
Further boys
character
ranges from
the firm include
Adventure
Time, Plants vs.
Zombies, Teen
Titans Go! and
Flick-to-Stick
Bungees.
Meanwhile,
Jazwares Blueprints paper
craft range currently
features Avengers and
Teenage Mutant Ninja
Turtles sets.
This autumn/winter will
see the firm launch its Star
Wars collection, featuring
the likes of the iconic
Millenium Falcon. The Star
Wars Paper Craft Millenium
TOP RACE
Its a busy year in the UK
for Top Race, as the firm
continues to push its
latest line-up of land loving
vehicles and flying gadgets.
The firm is literally shifting
the earth this season
with its collection of RC
Excavators, including the
Three Channel Excavator
Construction Tractor
and the Seven Channel
Full Functional Excavator
Construction Tractor.
Detailed to look like the
real thing, the Three Channel
Excavator boasts RC forward
and backward movement,
while its excavator arm can
move up and down.
Taking to the skies, Top
Races drone selection ranges
from Mini quads with in-built
cameras to Fighter Jet-style
68 May
Falcon Set challenges fans

to complete the Kesel Run in
12 parsecs while evading the
Empire by building the 16-inch
Millenium Falcon.
The set includes Han Solo
with blaster, Chewbacca with
Bowcaster, Millenium Falcon
Cockpit and, of course, the
16-inch Millenium Falcon.
0203 598 0270
The creator of Jumbo Radio

Control Inflatable toys,
Bladez Toyz has brought
some of the most iconic
characters to the world of
RC, including faces from
Star Wars, Despicable Me
and Big Hero 6.
Each product boasts
impact-activated sound
effects, 2.4 GHZ controls
and a try me feature on
the retail packaging.
New for this year is a
line-up of Minions and Star
Wars characters ready for
autumn/winter 2015.
Also available
from Bladez this
year is the new
Mycropodz range, a
collection of Super
Micro RC gadgets.
In-keeping with
todays toy market
trends, Bladez
has engineered
the super-nano,
6cm Quadcopter,
complete with
four channels, 360
flip capabilities,
LED lighting and protective

safety rotor guards around
the blades.
Topping off the collection
is the officially licensed
Volkswagen RC Micro Bus,
compatible with the handset
inspired by the front end
appearance of the VW bus.
Modelled on the classic
1962 split-screen camper
and available in a variety
of colours, the Micro
Bus, according to Bladez,
is set to top every VW
enthusiasts wish list.
02392 658 255
Y video games for the

Nintendo 3DS at the end of
2013 has been a massive
boost for the brand, as have
cross category advertising
campaigns linking the
Pokemon TCG to the video
game range.
According to the NPD
Group, annual sales of the
Pokmon TCG in 2014 were
up more than 30 per cent on
the previous year and this
resurgence shows no sign of
slowing down, with Q1 sales
already up a further 29 per
cent over the same period
last year.
Tomy, the master toy
partner for the hit brand has
also grasped the opportunity
to introduce new Pokmon X
and Pokmon Y products.
Tomys success is now
expected to continue well
into 2015 with the launch

of new figures and toys to
support Pokmons latest
releases for Nintendos
3DS platform, Pokemon
Omega Ruby and Pokmon
Alpha Sapphire.
A range of articulated
figures have been produced
in relative scale, giving kids
the chance to accurately
recreate the world and
inhabitants of Pokmon.
Also new for 2015 are key
toy lines, including Ashs
Arena Challenge, Battle
Moves Pikachu and an
interative Pokedex.
A brand built on key
elements of interactivity
and technology, Pokmon
continues to evolve with
fresh technology, new
characters and fresh
settings, boding well for the
next 20 years.
Esdevium: 01420 593 593
TOMY: 0208 722 7300
POKMON
drones. Leading the range is
the 3D Tumbling Ladybug Four
Axis Four Channel 3D Micro
Quad Copter. The mini drones
boast full movement and can
hover, ascend, descend, move
left, right, up and down and
perform 3D tumbling actions.
The Quad Cam Four
Channel Quad Copter
arrives with a built-in video
camera and boasts a sixaxis gyro system.
The firm also has the F22
fighter Jet Four Channel RC
Quad Copter (a fighter jet
styled quad), the TR-808
Mini Six Channel 3D Stunt
RC Helicopter and the Three
Channel Indoor RC Blimp.
With a charge time of
around 40 minutes, the F22
Jet can remain airborne for
12 minutes of flight time.
info@toprace.com
In the late Nineties,

Pokmon captured the
hearts of children with the
launch of Pokmon Red and
Pokmon Blue on Nintendo
Game Boy. Today, the
franchise has embraced TV
shows, movies and a host of
licensed products such as
the ever-popular Pokmon
Trading card Game.
The Pokmon Company
Internationals family of
products now includes video
games and an extensive
range of toys and more.
A major sales success
and an evergreen pillar of
the brands playground
success, Pokmon TCG is a
market leader with 20 billion
cards sold to date.
In the UK, Pokmon works
with Esdevium to release
four key expansions a year,
in addition to gift tins and
collectors item box sets.
The launch of the
Pokmon X and Pokmon
22/04/2015 15:58
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14/04/2015
15/04/2015 17:03
14:24

TRENDS UK
REV is the new range of appenabled Robotic Enhanced
Vehicles, built for battle
with the ability to think and
fight for themselves.
Each REV Starter Kit
comes with two speciallyequipped vehicles and
can play a host of games
including chase and evade
and capture the flag.
The next generation of
MiP takes us back to the
prehistoric ages with the
WowWee MiPosaur, a highly
intelligent robotic creature
with evolving intelligence
and personality. It can sense
its own surroundings and
environment, and interact
with them in a lifelike way.
MiPosaur has sturdy
balance and comes
with an interactive
trackBall, equipped with
BeaconSense technology,
LE TOY VAN
with which the robot can
chase, play with and guard.
With the Haynes Build
Your Own Engine Kits,
kids can build a fully
working combustion, V8 or
motorcycle engine.
The award-winning series
reproduces the noise of real
engines and comes with all
the parts, electric motor,
illuminated spark plugs and
a Haynes style manual to
build the sets. Suitable for
ages ten plus, the engine
sets are available from
39.99 to 49.99.
Also new this year, will be
the Haynes Build Your Own
FM Radio advent calendar,
offering kids the chance to
collect 24 parts each day to
build a working FM radio.
The calendar is available
from Trends UK for 19.99.
01295 768 078
SPIN MASTER
As Netflix prepares to
exclusively air a new
How To Train Your Dragon
TV series this summer,
followed shortly after by
CBBC and Boomerang,
Spin Master readies a host
of never before available
characters and figures
from the franchise.
The firms Dragons range
for 2015 features the new
Dragons Egg, the Bucket
of Dragons and a host of
Dragon Riders figures.
The Dragons Egg
contains four pocket-sized,
mini dragon figures, while
the Bucket of Dragons
offers a selection of 18
dragons and seven Vikings.
Elsewhere, for the first
time, kids can play with
their favourite Dragon and
Rider together, from Astrid
and Stormfly to Hiccup and
Toothless. Dragon Riders
come with the addition of
a Viking, their signature
weapon and the ability to
ride any dragon.
Fans will also be able
to re-enact Toothless
and Hiccups battle
against the
Armoured Dragon,
launching missiles to free

the dragons armour.
Both Dragon Riders and
the Toothless and Hiccup
Vs. Armoured Dragon will be
TV advertised this spring.
From Dragons to robots,
and Spin Masters Meccano
Meccanoid G15 and G15KS
was the talk of the town
when it was unveiled at this
years London Toy Fair.
Meccanoid uses its
on-board Mecca Brain and
voice recognition to say
phrases, crack jokes, offer
facts, play games and give
high fives.
The entire Meccano
range will boast a new look
from this autumn, with new
pieces featuring metallic
treatment, new tools and
fresh packaging.
01628 535 000
Its an ahoy me hearties

from Le Toy Van this season
as the firm hoists the
anchor and celebrates the
maiden voyage of its Jolly
Painted Wooden Pirate Ship.
The pirate ship arrives
laden with a crows nest, a
walk the plank, rigging, a
spring loaded firing cannon, a
wind-up anchor, a deck trapdoor, a helm, a figurehead
and a rear opening for access
to the ships stern.
Whats more, the ship
is perfectly scaled for the
firms collection of Budkins

characters, standing at
around 10cm tall.
The Pirate Ship is one of
a selection of three and
can be teamed up with the
pirate playmat available
in two sizes and Budkins
hand-finished poseable
characters, available in both
single and triple packs.
Meanwhile, spring sees
the arrival of a range of new
toys, from pocket money
rockets to classic wooden
painted garages.
Le Toy Vans wooden

garages are complemented
by a selection of detailed
playmats and the firms top
selling vehicle sets.
Le Toy Van has seen
a recent spate of award
success, claiming the
Best Value Under 10 and
Best Role Play accolade in
the Best Toy Award Right
Start Magazine, as well
as scooping a Progressive
Pre-School Award for Best
Pre-school Toy.
020 8979 2036
Playing Cards, a collection

of 36 giant sized playing
cards each with a picture
of heroes and villains from
Batmans city, and the DC
Super Friends Dominos.
The set sees numbers
replaced with pictures of
DC Super Friends favourites
and is designed to help kids
have fun while learning the
concept of dominos.
Elsewhere, Fireman Sam
remains a popular choice
among boys aged three
and upwards, and Jumbo is
tapping into this with a

nine-in-one puzzle bumper
pack based on the popular
childrens character.
Each puzzle features
characters from
Pontypandy, including Elvis
Cridlington, Station Officer
Steele, Norman Price
among others.
Each one depicts
different fun scenes from
the show and will enable
kids to develop their own
puzzling skills.
01707 289 289
JUMBO GAMES
Established in 1853,
the Royal Jumbo Group
is one of the oldest toy
companies in Europe.
Present day, and
the number two
manufacturer in the
childrens puzzle
market is presenting
a portfolio lined with
popular brands such as
Peppa Pig, DC Comics,
Frozen, The Good
Dinosaur and more.
Jumbo kicked-off 2015
with the announcement of
signing a European licensing
deal with Warner Bros. to
produce a series of Batman
and DC Super Friends games
and jigsaw puzzles.
As the hype around
the upcoming Batman vs.
Superman: Dawn of Justice
film begins to ramp up, the
firm is delighted to have the
Batman brand on board.
Key products launching
under the new licence
include Batman Giant
May 71
22/04/2015 17:10

WOW STUFF
As the world awaits the
arrival of Universals
Jurassic World, Wow Stuff
has teamed with the
Natural History Museum
to launch the Excavate
and Build kits, the Dig and
Discover collection and
prehistoric Jurassic Egg.
The palaeontologist
approved kits boast
scientific credibility that
others dont.
These kits
encourage kids
to grab a chisel
and chip away at
the block of clay
to uncover some ancient
dinosaur bones.
Once all the bones have
ben unearthed, kids can then
build their creature, sapnning
anything from a T-Rex to
Mammoths or Neanderthals.
For kids aged five and
upwards, The Natural
History Museum offers
ranges suited to all
learning abilities and the
Dig and Discover packs are
designed to get budding
palaeontologists exploring.
Elsewhere, the Jurassic
Eggs can be cracked open
to expose a number of
FIZZ CREATIONS
bones, each of which can be

pieced together to build a
dinosaur. Each egg includes
fun facts to let the proud
owner get acquainted with
their discovery.
Taking to the skies this
summer, TX Juice presents
Ai Drone, the first in the
world with patented Auto
Take Off system at the
press of the Juice button.
TOBAR
Theres a wealth of boys
toys hitting shelves this
summer courtesy of Tobar,
from classic wooden
cars and truck to Zurus
RoboFish, Turtles and more.
Tobars wooden toy range
features retro designs,
aimed to appeal to both
pre-school children and
parents alike.
The collection includes
best sellers like the wooden
car transporter, bus, fire
engine, police car and
ambulance. Each includes free
spinning wheels combined
with classic designs.
And for car fans, Tobar
continues to deliver as the
UK distributor for Bburago, a
firm that has recently secured
an exclusive worldwide licence
deal with Ferrari.
72 May
We all know theres nothing

better than a water fight
on a hot summers day, and
Fizz Creations believes it
has the coolest collection
of hydro artillery.
Leading the troops this
season is the Giant Water
Cannon, a mains fed blaster
allowing kids to attach a
hose for an unstoppable
water fight warrior.
The Water Cannon
comes with its own tripod
to mount the blaster for

prolonged attacks.
A new favourite for the
firm is the Fast Filling Water
Bomb Frisbee, teaching
anyone who cant master
catching a wet lesson.
All the Fizz Creations
water bombs are fast filling
and knot quickly, so you
dont have to waste time
when in the midst of a
water battle.
01903 327 006
HTIs die-cast vehicle

range, Teamsterz, aims to
deliver high levels of detail
and play value across die-cast
vehicles, play-sets and tracks.
Following the launch
of the new 1:64 scaled
vehicles this spring, HTI is
welcoming a range of real
life and fantasy themed
track sets this summer.
Barrel Bash, Billboard
Bash and Barricade
feature movie-esq stunts,
wheel-to-wheel racing
and winner takes it all
action. Meanwhile, the
fantasy collection is all

about dinosaurs, with
The Velociraptor, Raptor
and Triceratops track
sets featuring loop-theloop tracks along with 3D
dinosaur themes.
Finally, HTI scooter brand
Ripp introduces the Dirt
Rider, R500 and R900 all
with a more mature styling.
01253 778 888
With the Auto Take Off,

Auto Hover and Auto Land
systems, kids can enjoy
taking to the skies just like
professional pilots.
The Ai Drone is designed
to fly indoors and out and
packs a 2.4 GHz Hobby
grade chip meaning kids can
fly as many Ai Drones as
they want at the same time.
0870 054 6000
HTI
Tobar has over 100
models in stock, including
Ferrari Signature series,
Ferrari Race and Play and
Ferrari Racing.
The team also introduces
a range of RC models
from Maistro and Syma,
featuring the Extreme
Beast and Quadcopter.
Completing Tobars
extensive portfolio, and
joining Zurus popular
RoboFish, are the new line
of Zuru Turtles.
The Turtles are launching
later this year and boast
lifelike movements and
bright colours.
Tobar claims the range
is a wonderful addition for
any retailer.
0844 573 4299
Some of the years biggest

brands line up to join HTIs
burgeoning portfolio of boys
toys this season, from the
Minions to JCB.
As Minions prepares to
hit screens this summer,
its no surprise the brand is
leading the way for the firm
this year.
HTI will be launching two
Minions Character Cases
to its popular novelty
character case range.
Both are full of content
for indoor and outdoor play
and retail at 12.99.
Bob is all about catching
bananas with his unique
banana grabber, while
Stuart is focused on making
music with his banana
shaped harmonica, ukulele
and maraca.
Meanwhile, JCB continues
to be supported with an
extensive range of JCB toys.
New for autumn/winter
2015 is the Backhoe Digger
sand play vehicle, featuring
caricatured styling and a
free-moving digger arm.
22/04/2015 17:12
73 TN161.indd 1
15/04/2015 14:11
OBSERVATIONS 0F A TOY INDUSTRY SURVIVOR
Jon Salisbury
ALBERT EINSTEIN is
credited with the following
quote: Insanity: doing
the same thing over and
over again and expecting
different results.
It was in this vein
that analyst Quick Draw
Capital pondered Mattels
prospects before CEO Bryan
Stockton left the company.
Mattel repeats the
same mistakes over and
over and expects different
outcomes, said Quick
Draw Capital.
This time, the mistake is
solidifying the turnaround
management team out
of people who helped get
Mattel into the decline
theyre in now.
that he had just bought

some shares, so confident
is he of a turnaround.
Barbie was bound to be
down in 2014, and is very
likely to bounce back due
to the massive Frozen
phenomenon at toy retail,
all other girl targeted
brands were bound to be
impacted by hundreds of
millions of dollars heading
in the direction of the
Frozen franchise.
When you look at any
long-term perennial
brand in the toy business
over time, they all suffer
from peaks and troughs
dependent on how
impactful the latest round
of product development
Barbie is still a huge global

powerhouse of a toy brand, which
is still a huge asset for Mattel.
Mattels 2014 full year
results saw operating
income down from $1.17
billion to $653.7 million.
However, recent changes
are already starting to
make a positive impact.
In the first quarter [of
2015], we took a number
of steps to implement
a rapid turnaround at
Mattel, said Christopher
Sinclair, Mattel chairman
and CEO. We are
already benefitting from
better decision-making,
alignment and enhanced
accountability. Mattel
shares actually rose by 7.6
per cent after Q1 2015
sales beat expectations.
Consultant Steve Reece
thinks Mattels travails are
temporary and confessed
Follow me on Twitter @jonsalisbury
Peaks and troughs are par for the course for any
long-term toy brand, but when something in the wider
entertainment space like Frozen comes along,
there is bound to be an impact, says our columnist
the theme of childhood - is

the biggest complex of
childrens stores in the
world, according to HalsDevelopment, the subsidiary
of state banking group
VTB that transformed the
buildings interior.
The mall also boasts the
biggest clock in the world,
with five tons of metal
solemnly launched into
motion before an audience
of more than 1,000 people,
among them Moscow
Mayor Sergei Sobyanin.
But is Moscow just
retreading past successes
when the Soviet Union
was at its peak?
Werent they darker
days of tense international
relationships and would
Einstein be accusing the
country of insanity?
is and by the broader kids

entertainment universe.
Barbie is very likely to
bounce back, at least to
some degree, as the Frozen
furore cools. And regardless
of any bounce back,
Barbie is still a huge global
powerhouse of a toy brand,
which is a huge asset and
stability factor for Mattel.
Meanwhile, in Russia,
in a burst of old school
Soviet pomp and
ceremony, the Soviet
Unions biggest toy
store reopened to a new
generation of children.
With more than 100
stores spread over 73,000
square metres on seven
storeys, the Central
Childrens Store - really a
shopping mall centered on
Jon Salisbury has written about the toy business since 1985, editing magazines and running toy media events in New York and London.
He can be contacted at jonsalisbury@icloud.com or @JonSalisbury
Editorial: 01992 535646
Advertising: 01992 535647
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74 May
74 TN161 Jon Salisbury_Final.indd 1
ldavey@nbmedia.com
22/04/2015 16:07
Join thE
Pokmon
Party!
Pokmon X and Pokmon Ythe biggest-selling titles on the

Nintendo 3DS & 2DS systems
Second-biggest video game brand of all time
Samantha Mortimore
Market Development Manager
Top-rated TV show on
1st Floor Building 4, Chiswick Park

566 Chiswick High Road, London W4 5YE United Kingdom
More than 20 billion trading cards sold to date
+44 (0)20 7381 7059

s.mortimore@pokemon.com
Over 6 million Facebook fans worldwide

2015 Pokmon
75 TN161.indd 1
For licensing opportunities, please contact:
POKEMON.CO.UK
21/04/2015 15:38
and
g
n
i
t
e
k
r
a
M
l
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Fu
ing:
d
lu
c
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i
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p
p
PR Su
76 TN161.indd 1
16/04/2015 11:52

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No. 161 l May 2015

Retail l Licensing l Pre-School l Marketing

03 TN161 News Cover_Final.indd 1

NOR 4206 LEGO AIRJITSU Toy News MAY advert REPRO.pdf

MEET THE TEAM

The Retail Issue

Editorial: 01992 535646

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ITS BEEN a busy month for the ToyNews

ToyNews has 100% named

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see what else we do at www.sosound.co.uk or call: +44 (0)20 8661 7979

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LEGO bringing a new

Stuart Grant, buying

It will open up new

DC Super Heroes lead

has been tremendous and

New dolls, costumes, accessories and

current line - the award

New costumes, new

We are also in the

awareness and demand

TX Juice can be one of Europes

technology sitting within

Word of mouth key to our growth, says Bonnie & Pearl

BONNIE & PEARL is well

of three successful pop-up

director at Bonnie & Pearl,

More great Shuffle titles

Our pop up stores

Fast fun for all the boys!

CAMPAIGN OF THE MONTH / PLAYTIME

Flair: 0208 643 0320

THE BRAINCHILD of Mind

World of Warriors digital

Flair is readying itself for

This month, Generation Media looks at what type of programmes mums

with children under five

Source: BARB/TGI GB TGI 2015 Q1

ToyNews PlayTime is provided by Generation Media

M4549 UK ToyNewsMay AD_HI.pdf

our range at the

The Brand Teachers Trust

Big View Telescope

For more information & to make your

Peter Ward +44 7515 050773

Retail Sales Trends

Q1 speeds by with strong

market for the month. As well as

NPD Groups toy business in the

Best item progression

The new LEGO line roared up the

Average toy price

March 15: 7.63

UK RETAIL SALES TRENDS

March 2015 (Unit sales volume)

FROZEN SNOW GLOW ELSA

MATCH ATTAX 2014/15

HOT WHEELS BASIC CAR ASSORTMENT