 |  News27.11.2017 // How the book trade can benefit from toysBooksellers impart stories, knowledge, poetry, imagination, creativity and more through the books they sell. They could do all of this with games and toys as well. Why not, therefore, offer games or toys that go well with a book or product group? Take a story on the written page and bring it to life, so to speak. As is so often the case, there is no pat answer when it comes to questions on which products to include in a range. Sellers have to consider many factors, including other offerings nearby, their own business objectives in terms of what they want to be in their area and, last, but not least, how much of a feel they have for the goods. If we think in terms of grounds to buy and customer groups, bookstores are the perfect place to sell games and toys as well. The target groups for toys are almost identical to those of books: parents, grandparents, people looking for presents and others who want to buy something entertaining for themselves. Given this, booksellers have an opportunity to become a little “entertainment store” in their area, with stories and characters in printed and toy form.  Games as an addition for the book trade When establishing a toy range in a book store, it is worth using the age groups reflected in the book range as a guide. From product lines for babies through to infants, preschoolers and school children, there are always games and toy to suit the relevant ages. Besides considering the age groups, suitable toys can also be added for themed lines. For example, a shelf with baby books might also feature toys that help the very young learn how to grip, listen and observe the world around them. Travel guides might be arranged side-by-side with travel games for the car, train or plane. Alphabet and number games are perfect when targeting preschool children. Similar to book recommendations, board and other tabletop games can be displayed prominently at particular times of the year, such as the start of the summer holidays and Christmas, as recommendations of the retailer. Games addressing aspects of history might be positioned beside history books or mythical beings from the toy world on the fantasy shelf. Keeping an eye on trends and innovations Trend products like the Fidget Spinner have potential for additional sales Just like novelties and bestsellers, products in the toy sector surrounded by a great deal of hype, such as loom bands in 2016 and fidget spinners in 2017, have good potential to generate additional sales in the book trade as well. These products also “entice” young customers into the book store. It is important that such products show up on booksellers’ radars in good time. The smaller the available space, the more important it is to uncover the hidden gems by visiting trade fairs and finding special toy products that will suit and strengthen the book range. Not least, this is also relevant in terms of sales price and margin. Prepare customers for the new kinds of products on offerCustomers should notice that the store also sells toys before they ever set foot inside. Reading and play could already be linked in the shop window. Some reference to play might even be included in the name of the store. Depending on the size of the sales floor, a store may boast a table or entire department of toys. In any case, it is worth avoiding having exclusively books in one area and toys by themselves in another. Likewise, goods should be grouped according to target age and theme to spark emotion among customers and give them ideas for good gifts. Checklist: How to successfully introduce toys in a book store- Range
Don’t try to cater to all needs. Focus from the start on toys for a specific age group, for example.
- Staff
Make sure that somebody is in charge. There should be one employee with overall responsibility for the toy range, from planning and purchasing through to presentation at the POS. Just like with books, your employees are best placed to sell games they have played with and enjoyed themselves. So let your staff try them out. Some toy and game manufacturers offer games training.
- Purchasing
Trade fair visits are essential to discovering play worlds with a link to books and finding the hidden gems. Please take into consideration that there is usually no right to return toys bought directly from the manufacturer. However, it may be possible to purchase toys from wholesalers, depending on the product.
- Pricing
There are no price controls on toys. The manufacturer recommends a retail price. It is worth using the online price as your guide when pricing mainstream goods. For “hidden gems”, meanwhile, there tend to be markups of two times the purchase price and more.
- Sales promotion
Let your customers play in the store; set up a game station (e.g. near the checkout). Games evenings or combined reading/game events can also get customers buzzing about games ranges. Especially when first introducing toys, customers must be actively led to them. Therefore, promote your toys in all advertising media and channels, just like your book range, in order to raise awareness.
| 24.11.2017 // Spielwarenmesse's World of Toys Pavilion at Hong Kong Toy Fair now fully booked30 companies from 13 nations have signed up to exhibit at the pavilion which opens together with the international trade fair at the Hong Kong Convention and Exhibition Centre from January 8th to 11th. The international World of Toys Pavilion by Spielwarenmesse at the Hong Kong Toys and Games Fair is now fully booked. 30 companies from 13 nations have signed up to exhibit at the pavilion which opens together with the international trade fair at the Hong Kong Convention and Exhibition Centre from January 8th to 11th. Now in its tenth year, the Pavilion at Hong Kong’s biggest toy fair is continuing to grow in popularity. Ever since the programme’s launch in 2009, the stand has been helping companies gain easier access to the market. As a special economic area, Hong Kong ranks as the consumer capital of Asia. In its role as Asia’s most important toy trade fair, the Hong Kong Toys & Game Fair gives exhibitors access to the region’s second and third largest toy markets: Japan and China. Ernst Kick, CEO of Spielwarenmesse, said: “The consistently high interest in our pavilion shows that it is seen as a doorway to the Far Eastern market and as an important step towards greater internalisation.” | 10.11.2017 // HOT NEWS!!! Spielwarenmesse International Toy Fair NürnbergÑompany "Ranok-Creative" is announcing that upcoming Spielwarenmesse 2018 will take place in Nurnberg from January, 31 till February, 4. We are pleased to inform you that we are among the exhibitors and would like to invite you to visit our stand E-20 in Hall 10.0.
 | 07.11.2017 // US.: Halloween spending to reach record $9.1 billionWith more people celebrating, Americans will splurge on costumes, candy and pumpkins for a record $9.1 billion in Halloween spending this year, according to the annual survey released by the National Retail Federation and Prosper Insights & Analytics. The figure is up 8.3 percent from last year’s previous record of $8.4 billion. “Americans are planning to spend more than ever as they gear up for Halloween,” NRF President and CEO Matthew Shay said. “Retailers are helping customers celebrate in style with a huge selection of costumes, candy and decorations to cater to ghosts and goblins of all ages.” Consumers are expected to spend an average $86.13, up from last year’s $82.93, with 179 million Americans planning to partake in Halloween festivities, up from 171 million in 2016. Only 12.9 percent say their spending will be impacted by the economy, down from 14.1 percent last year and a peak of 32.1 percent in 2011. According to the survey, consumers plan to spend $3.4 billion on costumes (purchased by 69 percent of Halloween shoppers), $2.7 billion on candy (95 percent), another $2.7 billion on decorations (72 percent) and $410 million on greeting cards (37 percent). Among Halloween celebrants, 71 percent plan to hand out candy, 49 percent will decorate their home or yard, 48 percent will wear costumes, 46 percent will carve a pumpkin, 35 percent will throw or attend a party, 31 percent will take their children trick-or-treating, 23 percent will visit a haunted house and 16 percent will dress pets in costumes. Thirty-five percent of consumers will find their inspiration for the perfect costume online, while 30 percent will look in stores, 20 percent will ask friends and family, 18 percent will look to Facebook or Pinterest, 17 percent will be influenced by pop culture and 14 percent by print media. When it comes to buying costumes and other Halloween supplies, 47 percent of shoppers will visit discount stores and 38 percent will go to a specialty Halloween store or costume store. In addition, 25 percent will visit supermarkets, 24 percent will buy at department stores and 22 percent will shop online. “Halloween continues to be a highly anticipated holiday for Americans, who will spend a record amount this year with increases across all purchasing categories,” Prosper Insights Principal Analyst Pam Goodfellow said. “Expect consumers to be on the lookout for early-bird promotions both online and in-store as they hunt for the best items to complete their costumes and embellish their homes.” Top Costumes More than 3.7 million children plan to dress as their favorite action character or superhero, 2.9 million as Batman characters and another 2.9 million as their favorite princess while 2.2 million will dress as a cat, dog, monkey or other animal. Proving that Halloween isn’t just for kids, a record number of adults (48 percent) plan to dress in costume this year. More than 5.8 million adults plan to dress like a witch, 3.2 million as their favorite Batman character, 3 million as an animal (cat, dog, cow, etc.), and 2.8 million as a pirate. Pets won’t be left behind when it comes to dressing up for Halloween. Ten percent of pet lovers will dress their animal in a pumpkin costume, while 7 percent will dress their cat or dog as a hot dog and 4 percent as a dog, lion or pirate. The survey asked 7,013 consumers about Halloween shopping plans. It was conducted September 5 - 13. | 30.10.2017 // Toy vision: The impact of kids' viewing habits on toysToy vision: The impact of kids' viewing habits on toys
Children’s TV plays a vital role in how kids select their toys, inspiring playtime on all levels. But how are kids’ viewing habits starting to impact sales? Jade Burke explores.
Kids are consuming TV content at a rapid pace, and with an abundance of children’s channels from Nickelodeon to Cartoon Network all churning out new episodes on a daily basis, it’s no wonder that these children’s series are having a fundamental impact on how young ones enjoy playtime.
Tuning in to the TV and watching the latest episode of PAW Patrol is part of a child’s routine, just as it is playing with the latest play-set starring Chase and Skye, but are kids’ viewing habits starting to have a key impact on toy sales?
"The performance of shows on-air directly impact the sales of products related to the show," reveals Nickelodeon’s VP of commercial partnerships, consumer products and experiences, Marianne James.
Certainly if a show is trumping viewing rates it is likely that toy sales will follow suit. However, research is intrinsic to ensuring a toy launch is successful, for example, James warns that children’s shows must boast a loyal following before a toy line can even be considered.
"We try to monitor the popularity of shows before we consider products. This includes doing research into the consumer products potential of the shows, through to ratings once the show has launched," James enthuses.
"Kids are consuming more content than ever before because of different platforms and second screens"
Marianne James, Nickelodeon
Not only that, timely releases can also help to continue momentum, such as with the PAW Patrol Air Patroller vehicle, which hit retailers’ shelves after the vehicle was showcased during an episode at Easter 2016, which resulted in a sell-out product. From this no doubt children continued to engage with the series and buy new toys.
"PAW Patrol is an example of a property that has now become an essential part of a pre-schooler’s daily viewing and as such, products, especially toys and softlines, are timed to launch at the same time as particular episodes, such as the Air Patroller vehicle toy launching at the same time as the episode was shown at Easter 2016 and the product sold out."
Similarly, WWE supported the release of a Steel Cage play-set for fans to enjoy by locking Chris Jericho inside a cage during a match, to help ramp up toy sales.
Screen success
In a society that is now screen heavy, with households having as many as six screens in the form of TVs, smartphones and tablets, the impact TV is having on a child’s choice in toys cannot be ignored, with streaming services and adverts all altering how a child is playing.
"I think standard TV is not having as much of an impact. My children prefer on demand TV like Netflix and YouTube and I think YouTube has a far bigger impact," recalls Matt Booker, owner of Automattic Comics and Toys.
"The problem is that distribution in the UK is way behind keeping up with the current trends and needs a kick up the bum. It's evolving into a very different market place for the next hot trend."
In contrast, Nickelodeon has witnessed a recurring trend in children choosing to watch TV, which has also helped to propel toy sales with various properties including Teenage Mutant Ninja Turtles, which has secured over $2 billion in retail sales across various categories since 2012.
James adds: "Kids are consuming more content than ever before because of availability on different platforms and second screens, but we know through our research that their preferred way to watch TV content is through the main set and that live TV still accounts for the majority of their viewing."
There’s no denying the impact an advert may have on children too, with most children’s shows filled up with advertisement slots for the latest toy, showcasing new heroes and villains for kids to play with. With all of this content engulfing viewers, children are able to gain inspiration for playtime, taking on the role of the ‘baddie’ or ‘goodie’ character to mimic poignant scenes from their favourite TV show, which of course leads to even more sales for the manufacturer.
Mitch Brown, owner of Darths Hutt, concurs: "The majority of advertising is now on the children's channels rather than normal terrestrial channels. Kids can pester the parents for a product they have seen on TV, but it doesn't necessarily mean that the parent has seen the advert themselves."
Binging boom
With all this consumption comes a cause for concern; are children now starting to binge on their favourite shows through different platforms?
Ofcom detailed its annual Communications Market Report during August 2017, which found that 79 per cent of UK adults are now watching multiple episodes of their favourite shows in a single viewing session. Of course, this figure doesn’t include children, however, the fact that the UK is enjoying binge watching proves that this behaviour could be transferred to kids.
"It is important to know what children are watching and a great excuse to tune in".
Peter Allinson, Whirligig
"This generation of kids tend to want content on tap to suit their mood, our research has shown, and VOD viewing allows for this," James explains.
"Binging on one property for example can mean watching the show, buying the products, playing the game online and interacting with the channel on social media for example."
Despite this, toy manufacturers cannot discount the fact that TV content is a major part of children’s lives and has a huge impact on how children play and choose their toys, making it even more crucial to track their viewing habits.
"It is really important to know what children are watching and a great excuse to tune in," concludes Peter Allinson, owner of Whirligig Chichester. 
| 26.10.2017 // Toy industry gathers for the 10th Kids Turkey- Trade fair takes place in Istanbul from 26 to 29 October 2017
- International exhibitors unveil innovations at the World of Toys Pavilion
- Matchmaking Tool helps trade buyers prepare for the fair Istanbul is poised once again to become the toy industry’s most important business hub from 26 to 29 October 2017. Opening its doors for the 10th time, Kids Turkey is the biggest trade fair for toys in the Near and Middle East. 132 exhibitors from 5 countries are showing their latest products in 14 different categories and in an area of around 13,500 m2 at the Istanbul Expo Center. Trade buyers have the chance to gain an insight into the latest trends and developments in the realm of traditional toys, hobby, sports and leisure products, items for babies and infants as well as licensing. Kids Turkey is organised by Spielwarenmesse Middle East Fuarcılık Ltd. Şti., a subsidiary wholly owned by Spielwarenmesse eG. Since its founding in 2007, this trade fair serving the toy industries of Turkey and its neighbouring countries, has grown into the most significant event in the region. Ernst Kick, CEO Spielwarenmesse eG, explains: “Kids Turkey is the only trade fair of its kind in the Near and Middle East. It brings together all the key players and decision makers from the region, making it the perfect platform for forging new business contacts and for sharing ideas.” Widespread satisfaction among participants Kids Turkey enjoys a good reputation among both exhibitors and trade visitors. Onur Yıldırım, Managing Director of Onur Puzzle/KS Games, believes in the strength of the trade fair: “Its professionalism lends it a charm of its own. It also provides Turkey’s toy industry with a reliable business platform. I feel certain that Kids Turkey will continue to grow year on year, becoming ever more international.” The 9,017 trade buyers from 35 countries made a significant contribution to the success of the fair in 2016. In a survey, 93.1 percent said they were either pleased or very pleased with the outcome of the event. Visitors at this year’s Kids Turkey will once again have access to the Matchmaking Tool, helping them to prepare for the fair as thoroughly as possible. The tool allows them to conduct an online search for relevant exhibitors and to arrange meetings in advance of the event. The form can be found at www.kidsturkey.com/en/matchmaking. World of Toys Programme supports international exhibitors Kids Turkey has been a firm part of Spielwarenmesse eG’s World of Toys Programme since 2014. The Programme enables international exhibitors from the industry to forge new contacts with retailers, buyers and retail chains and thus gain a foothold in the Turkish market. This year, six companies from China, Germany, Hong Kong and Pakistan are presenting their innovative products at the 120 m2 World of Toys Pavilion. More information on Kids Turkey can be found at www.kidsturkey.com/en. | 24.10.2017 // WIT selects The Toy Association as management services providerThe organisation Women in Toys is aiming to keep focused on its mission and members by outsourcing. Women in Toys, Licensing & Entertainment (WIT), the leading global career development and networking organisation for professional women working in the toy, licensing, and entertainment industries, has announced that it is outsourcing association management services to The Toy Association. To best keep pace with its expansive growth while maintaining control of administrative costs, WIT will outsource a variety of services to The Toy Association, including administrative, financial management, legal coordination, and back-end membership support. This will afford WIT the opportunity to improve productivity and efficiency, and allow its volunteers and small staff to place even greater focus on its mission, member services, and programming. With this agreement, WIT will continue to run as an independent non-profit organisation, without any changes to its governance structure. Ashley Mady, president of WIT and founder of Brandberry, commented: “As WIT has grown and gained greater momentum, we have realised the value of adding the expert services and resources that The Toy Association has to offer. We’re excited to free up our volunteers and staff so they can focus their expertise on WIT’s mission and goals, and we’re thrilled to be working with The Toy Association to help take us to the next level.” | 17.10.2017 // Kids License Monitor III/2017: these are the most popular toy licenses among childrenNew tv series and movies result in brand new license themes in the top 10 ranking. But the Minions, Scooby-Doo and the Marvel heroes are staying in their top positions. The Kids License Monitor from the the Munich based Children's Research Institute iconkids & youth shows you which license themes for children 's toys were particularly popular in the third quarter of 2017. Top 10 Licenses - appealThe licenses liked best by children aged 4-12 years in the three markets (total sample). For example, 66 % of all French children in this age group like "Cars". The top 10 most popular licensed properties in Germany (Illustration: Spielwarenmesse; Source: iconkids & youth) The licenses liked best by boys and girls aged 4-12 in GermanyBoys in Germany - 4 - 6: Cars, Mickey Mouse, Bob the Builder
- 7 - 9: Ice Age, Tom & Jerry, Penguins of Madagascar
- 10 - 12: Minions, Ice Age, Penguins of Madagascar
Girls in Germany - 4 - 6: Frozen, Minnie Mouse, Disney Princess
- 7 - 9: Ice Age, Frozen, Tom & Jerry
- 10 - 12: Bibi und Tina Real life, Ice Age, Minions
Top 10 toy licenses - hype statusThe licenses which are absolutely brilliant to have on products for most of the children aged 4-12 years in the three markets (total sample). For example, 38 % of all British children in this age group consider Harry Potter absolutely brilliant to have on their things. The top 10 most popular license themes on toys in Germany (Illustration: Spielwarenmesse; Source: iconkids & youth) The top 3 most popular licenses on toys in Germany sorted by genderBoys - 4 - 6: Cars, Minions, Spider-Man
- 7 - 9: Spider-Man, German National Football Team, Minions
- 10 - 12: German National Football Team, Minions, Batman v Superman
Girls: - 4 - 6: Frozen, Minnie Mouse, Disney Princess
- 7 - 9: Minions, Frozen, Ice Age
- 10 - 12: Minions, Bibi und Tina Real life, Frozen
| 11.10.2017 // World Smile DayFun Holiday – World Smile Day The first Friday of October every year is celebrated around the globe as World Smile Day. The unofficial holiday encourages people to do acts of kindness to spread good will and cheer. First started in 1999 by the creator of the smiley, Harvey Ball, the holiday celebrates the intent behind the now universally recognized icon - to bring a smile of the faces of people around the world. The purpose of the holiday was the move away from the commercialization of the smiley and to use it as a symbol of kindness and affection. Morale Booster The smiley made its debut in 1963 as a way to increase the morale of the employees of a life insurance company. Today, it is one of the most popular nonverbal ways to convey joy, happiness and cheer. The smiley face began as a bright yellow circle with two dots to represent eyes and a black line that represents a smiling mouth. Emoji Today, there are many different versions of the smiley, representing many other human emotions such a sadness, surprise, worry and laughter. In modern texting smileys are used to express emotions in online conversations on a smartphone or on a computer. The practice has its origin in Japan, and the smileys and other icons are known as emoji. How to Celebrate? Make people around you smile. Do a random act of kindness. Buy a stranger a coffee. Compliment someone. Give your seat up to someone on the bus. Surprise someone in your family with a visit, cook a meal for them, or do something special for them. Volunteer your time and/ or money at a local nonprofit organization. Did You Know... ...that babies are born with the ability to smile?
 | 28.09.2017 // The Toy Insider reveals top toys for gift guideThe Toy Insider has detailed its expert picks for the best kids’ toys and tech for its 12th annual gift guide. Three lists are included in the guide; the Hot 20 (the most wished-for items of the year), Top Tech 12 (featuring AI, AR and VR) and STEM 10. L.O.L. Surprise! Tots, Fingerlings, Hatchimals, LEGO Star Wars First Order Star Destroyer, Barbie Fundamental Chemistry Set, FurReal Roarin' Tyler, The Playful Tiger and Teddy Ruxpin are just some of the 42 toys to star in the listing. "Our team of experts spent the whole year searching for 'the next Hatchimals,' reviewing and playing with thousands of toys from manufacturers large and small," said Laurie Schacht, chief toy officer at The Toy Insider. "There's nothing like seeing a child's amazement when they open their holiday gifts, and we're confident that the toys found in our holiday gift guide will deliver big wows and huge smiles. At The Toy Insider, we know play." The Toy Insider's 2017 holiday gift guide will appear in the November issue of Family Circle magazine, which will hit newsstands on October 10th. |
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