News

28.11.2019 // Plastic Versus The Environment: A Threat To The Global Toy Industry?

Awareness of the damage caused to ocean life by waste plastic items has risen to the fore recently.

Aside from the concern this may cause toy people in terms of the health of our planet and the future wellbeing of our children, it should also be a concern and consideration as such a high percentage of toys are made of plastic or feature plastic in the packaging.

OCEAN PLASTICS & TOYS: 2 KEY FACTS

Firstly, the vast majority of plastic in the oceans is single use plastic i.e. food containers and drink bottles, plastic bags etc. A major secondary source of plastics in the ocean which are harmful to the marine environment are fishing lines and nets. So, if you take a macro perspective on ocean plastic, toys are not a significant factor.

Secondly, more than a quarter of the plastic in the ocean is thought to come from ten rivers in Asia and Africa, meaning that the primary toy consuming markets of North America and Europe are excluded from these primary polluting rivers. Now there is a counter argument that several of the Asian rivers run through manufacturing hubs used for toys as well as other consumer products, and that the population moved to those areas along these rivers due in large part to China’s manufacturing sector, however, this is not a direct link to the toy industry.

INDIRECT THREATS & OPPORTUNITIES

There seems little doubt that the tides are changing in terms of single use plastic around the world. This should not in itself be a major threat to the toy industry, albeit something we should embrace as consumers and global citizens. There are though, some areas we need to look at closely which may have an impact:

1. Centralised solutions in Asia – bearing in mind so much of the world’s population is in Asia, and that Asian rivers are a major source of plastic in the oceans, it is quite likely we will see some kind of concerted centralised attempts to minimise single use plastics. This kind of indirect factor has had significant effect on the toy industry in other areas of environmental action for instance where paper mills have been rationalised and redirected in terms of environmental standards leading to increased toy packaging prices.

2.Badly conceived or over extensive legislation in the West – anyone who has observed the global political environment in recent times will be aware of the growing propensity for backlash and over reaction. The toy industry en masse needs to monitor the potential negative effect of poorly thought out or over reaching legislation which ends up including plastic toys via careless definitions of product categories etc.

3.Transportation and shipping materials from store – clearly the manner in which consumers or direct supply retailers transport toys is likely to change. They are less and less likely to carry toys away in a throwaway plastic bag or other disposable plastic.

4.Packaging solutions – clearly throwaway single use plastic packaging is set to be under great pressure in the coming years, and so toy development and manufacturing will have to find more solutions from sustainably sourced paper-based packaging.

5.Material developments –the pressure on plastic usage could also be an opportunity for the development of better materials – better in terms of environmental impact, but also in terms of other characteristics.

ALTERNATIVE MATERIALS FOR TOYS ARE SURE TO COME

So overall, clearly these are challenging times for the global marine environment, and logically we should expect to see a concerted global backlash against single use plastic usage. However, for the toy industry we should probably expect a more indirect impact, but with some key global players already moving towards sustainable sources, we are likely to see an advancement of alternative materials. We should hope it moves quicker than any legislation which may make such moves mandatory ahead of our ability to implement them.

25.11.2019 // Kids party entertainment ideas

Any parent who has ever organised a bash knows that there’s so much to consider – the invitations, the venue, the food, the decorations, the party bags – and that’s before you’ve even thought about how to keep the crowds amused. There’s something to match every party theme and budget, as well as options that will suit a variety of age groups. Now your only task will be whittling it down to just one!

Magic

We’ll start with an oldie but a goodie. No one (not even the adults) is not wowed by an animated performer pulling doves out of their pockets. Little ones will appreciate simpler tricks and a shorter show, as their attention spans tend to wane, where as older groups will love anything from card tricks to close-up magic. When you call, ask if they’ll include the birthday boy or girl in their big finale – they’ll love being the star of the show.

Animal safari

Got an animal-mad bunch on your hands? There are services across the country that will bring mammals, birds and reptiles to your bash for the kids to meet and greet. Typical animals include rabbits and guinea pigs, chinchillas, parrots, owls, and lizards, but do some research and see if there’s anything more unusual in your vicinity.

Clowns or circus performers

Clowns have come a long way from the slightly sinister models of our childhoods. These days, they’re bright and fun, although they’re still pulling the same old tricks (hankies up the sleeve, anyone?). If you want a more modern take, see whether there are any circus performers that offer party deals in your area – firebreathers, unicyclists and gymnasts all go down well, and some of them will even teach the guests some of their skills too.

Balloon makers

Balloons often come as part of a clown package, but if you’re not keen on clowns or just want something a bit more grown up, there are independent balloon artists that will make animals, flowers and more in front of a captive audience. It’s still well worth the money, as balloon making is actually deceptively hard (the only animal we’ve managed to master is a snake… ) Cartoonists Perhaps one for a 5+ audience, as we can’t imagine anyone younger sitting still for longer than a number of minutes greater than their age! Caricaturists are great for any party theme, and the resulting pictures, when stuck into a cheap frame and paired with a slice of cake, make for a fab alternative to a conventional party bag.

Face painters

Another one that works with almost any type of party, face painters can transform your child’s classmates into any animal, character or object their heart desires. It’s worth trying to find face painters that work in a team, rather than a solo artist, because the less patient partygoers can get frustrated if they have to wait their turn for too long.

Storytellers

They’re not just for bedtime! A good party storyteller will hold the attention of even the most fickle minds for as long as you’re funding them (they’re generally paid by the hour). Many of them use props, voices and actions to bring the story to life – you might find yourself wanting to hear the ending rather than tidying the wrapping paper too…

Puppeteers

Puppet shows are mostly aimed at younger parties, and for those, they work like a dream – there won’t be a peep for the assigned time slot, leaving you free to set up the buffet or wrap the pass the parcel. Punch and Judy is a classic, but there’s plenty of other, really creative versions on offer, so a unique idea that they’ve never seen before might be the way to go!

Temporary tattooists

Temporary tattoos are popular with boys and girls, and airbrush artists can generally accommodate all tastes, whether they want a bold tribal armband or a sparkly shoulder butterfly. You could also ask them whether they can come up with designs that tie in to your party theme – for instance, every good pirate needs a mean-looking skull…

14.11.2019 // Natural play: how toy shops can benefit from the green movement.

A predilection for organic products and the natural way of life is evident in pretty much all areas of life. Many consumers are increasingly opting for ecological, healthy and natural products. Retailers have to get on board with this new trend if they are to benefit from it.

Leanings towards eco-friendly toys and fun pursuits involving nature can also be seen in the toy industry.

The green movement is evident in the toy industry in the increased use of wood and other environmentally-friendly materials, such as cardboard and paper. Small plants for growing at home are also popular. Through these, parents are hoping to improve their children’s understanding of nature and enjoy the feel-good factor that comes with such purchases.

Environmentally-friendly materials on the up and up

Wooden and cardboard toys are products made from renewable resources. If protecting the environment is important to someone, then they are well served with toys made of these materials. Wood is loved for more than its environmental credentials. The pleasant feel and stability of wooden toys also play a big role in their popularity.

Back to the roots – learning to understand natural processes

Touch, smell, taste - these three senses are stimulated by nature-related toys. In order to help children learn about plants and their various stages of growth, there are play sets which encourage them to become gardeners themselves. With these, children learn through play how to plant seeds, water plants and harvest (when growing herbs or berries, for example).

Caring for plants in this way introduces children to processes in nature and helps them understand them.

Children who otherwise have little contact with nature can learn about an important area of our daily lives. Spinach does not grow in the freezer compartment, but in beds, and carrots do not fall from heaven, but grow in the earth.

Digital gardening taking children’s bedrooms by storm

Children can also find out more about natural life through computer games and apps. Now children can also access these kinds of digital play worlds. For example, children learn through farm games how animals live and have to be cared for.

Gardening also plays a role here. With farming and fieldwork, the players have to keep an overview of when various plants were planted and will need to be watered. And if the weather is good, the little farmers can hopefully enjoy a rich harvest.

Therefore, it is no longer such a big leap from the digital world to children’s bedrooms. Some manufacturers are offering various action toys which help children learn more about, for instance, the world of animals. When digital and conventional game principles are combined, children can enjoy lots of new types of play and their minds are stimulated in a fresh way.

Such play worlds can also be easily expanded with add-on products. Through ecological themes and toys with a link to nature, toy retailers have various ways of specifically appealing to environmentally-conscious buyers and can build up entire theme worlds around fun pursuits involving nature.

11.11.2019 // These dates for the toy industry you should remember in November 2019!

02.11.2019 Сhildren's Day South Africa

04.11.2019 Spielwarenmesse® DialogueLondon, United Kingdom Glass Mirrors

05.11.20192019 German Licensing MarketMunich, Germany

05.11.2019 Internetworld Academy - Contentstrategie für Onlineshops: Produkte optimiert darstellen Online

06.11.2019 Spielwarenmesse® DialogueIstanbul, Turkey

09.11.2019 Neighbourhood Toy Store Day United States

11.11.2019 Children's Day Croatia

11.11.2019 Spielwarenmesse® Dialogue Athens, Greece

14.11.2019 Spielwarenmesse® Dialogue Budapest, Hungary

14.11.2019 - 18.11.2019 International product safety week Brussels, Belgium

17.11.2019 - 19.11.2019 PLMA's World of private Label Chicago, United States

20.11.2019 United Nations Universal Children’s Day Worldwide

21.11.2019 - 24.11.2019 Chicago Toy & Game Week Chicago, United States

21.11.2019 - 22.11.20192019 New Inventor & New Business Track of the Innovation ConferenceChicago, United States

28.11.2019Australian & New Zealand Licensing Awards Sandringham, Australia

31.10.2019 // Happy Halloween!

Halloween Facts for Kids

WHAT IS HALLOWEEN

Halloween is a holiday celebrated annually on 31 October.

It is the evening just before the two Christian holy days called the All Hallows’ Day: All Saints’ or Hallowmas on 1 November All Souls’ Day on 2 November Halloween is like a community based festival and is mostly celebrated in Western countries. Kids and adults wear different costumes of their choice and attend costume parties. Big pumpkins are carved into lanterns and put off for display by people in their houses. Some people like to visit haunted locations on Halloween where they share scary stories with each other.

People also play pranks tricks to scare each other. Those who like to stay home watch horror movies. Superstitious people light bonfires in their court yards to keep their house safe from ghosts and evil spirits.

What is Halloween for Kids

Halloween Facts for Kids costume ideaHalloween is a very special holiday for kids as they get to wear spooking costumes of their favorite characters. In addition to this they go for trick or treating in their neighbourhood to collect sweets and candies. In Trick or Treat, kids go to every house one by one and ask the question "Trick or Treat?". The house owners then give them sweets or candies. If a house owner do not give any candies to them then the kids would play some mischievous prank on them. In some countries the kids perform some tricks such as magic tricks, sing a song, tell a joke, play musical instruments or any other talent the kids may have, and in return the house owner will give them candies as treat. Trick and treat is a fun activity that provides an opportunity to kids, to show off their costumes and collect as many candies as they can.

Happy Halloween!

28.10.2019 // Halloween and new trendy shows

Halloween and new trendy shows

 Shows and movies from TV have always influenced costumes, decorations and even toys for Halloween. But the new era of television is having an even more intense impact during this festivity, with far more content available through platforms such as Netflix or Youtube, and cool channels such as HBO (Home Box Office). Specifically, some shows are actually representing a great source for product’s inspirations for the season, not only for costumes but for all sorts of toys and other playthings.

The classics

Scary and magical things, zombies, witches, vampires and monsters are classic topics that always do well for Halloween. In Europe, where celebrating Halloween is getting more common, these classic themes seem to be even more important than in the USA. In America most people choose a more original costume, while Europeans are importing the tradition by actually dressing up as monsters, vampires, et cetera.

Anyhow, there is no doubt October is a good month for television channels to release shows and movies based on spooky subjects, for example "Vampirina" (Disney Junior, since 2017) and "The Bureau of Magical Things" (Nickelodeon, 2018). Apart from that, there are specific episodes aired from most shows; "PAW Patrol Halloween Special", "Fancy Nancy - Nancy’s Ghostly Halloween", "Billy and Mandys Jacked - Up Halloween", among many others.

Beyond TV channels targeting children, HBO hit the jackpot with Game of Thrones, a highly popular show that has been having a great impact on the toy industry in general, and a great deal during Halloween. For the last few years, the characters from the show have been some of the most featured in costumes all over the globe, and their aesthetics have been inspiring toys and decorations that are genuinely used during this festivity.

New platforms, new content, new influencers

Even if traditional TV is still influential, it is clear that the balance is moving towards content released on other platforms. Actually, Netflix is one of the biggest content producers at the moment, and that, obviously has consequences for the toy industry. There are many relevant shows I could talk about, but I am only going to be able to name a few of the Netflix’ shows that are relevant for the industry nowadays, especially for Halloween. One of them is "Stranger things". Fans of the show can find a broad range of products and toys that are very appealing at this moment. For instance, action figures of their favorite characters in a various range of finishes, from the original cute designs of the Funko collective vinyl figures to the highly detailed McFarlane figures. There are also excellent board games such as Monopoly Stranger Things Game from Hasbro. And of course, in the market you can find are very accurate costumes targeting both adults and young children (even if the show is not appropriate for kids at all). Netflix has made other important shows available to watch in a number of countries that are increasing their popularity among adults such as; "Rick and Morty". This cartoon parody with its nastiness and disgusting topics is actually a great show to inspire all sorts of toys, games, and costumes for Halloween. For the coming years, I can easily predict the recently released Neflix show "The haunting of hill house" being the origin of new terrifying costumes for sure! For children, the platform also takes advantage of the season to release content that is related to creepy themes. For instance, to name a few, in October 2017 they started showing "Creeped Out", this October they are making the film "Super Monsters Save Halloween" available, as well as other great content to inspire spooky fun products. Beyond scary things, there are other shows that are relevant for this season released through Netflix and also through the hugely influential Youtube. Shopkins is a great example, with their webseries available on both platforms, and with some specific episodes about Halloween. In the last few years there has been an increased interest in costumes that feature these cute little characters as well as products that are designed for this moment. I am talking about costumes such as Shopkins Strawberry Kiss Classic Child Halloween Costume or toys that are revealed by opening little pumpkins such as Shopkins Halloween Surprise 2-Pack In Glow-In-The-Dark Pumpkin Carrier.

Diversification of content challenges toy companies

There is no doubt about the increasing importance for toy companies to be updated and informed about new shows and their popularity. Something that, on one side is more difficult than ever due to the amount of content and the diversification of platforms and devices in which this content is shown, but on the other, it represents an amazing source for ideas to develop different and unique licensed products and toys that have great impact and success during Halloween.

23.10.2019 // Current trends in collectable toys

Current trends in collectable toys

The collectable toy category has never been more vibrant! There was a time when the larger toy companies tended not to take collectable toys seriously, as the price points were so low that the category as a whole was perceived to offer poor return on investment versus toys selling for 5 or 10 times the retail price.

The global financial crisis of the late noughties made the toy companies realize that consumers will often buy collectable toys on impulse before they will buy a higher priced toy. Also coming out of the same resurgence of interest in collectable toys was the understanding that collectable price points are a playground currency and a huge brand potential.

From Shopkins to Lego Minifigures, collectable toys are big business across markets in the toy business now. Some of the collectable toy lines have shipped tens of millions of units in the last few years and have been top sellers.

Youtube challenges TV advertising

L.O.L. Surprise! has really smashed the collectable toy category.

Нuge demand has been driven via a marketing plan featuring no traditional TV advertising. This is really a massive demonstration of the power of YouTube as a marketing platform when the No. 1 toy can be launched without the traditional golden button of TV advertising!

SURPRISING CHANGE IN COLLECTABLE PRICE POINT

There is no doubting the huge success of L.O.L. Surprise!, yet one of the most paradigm shifting elements which has received less attention is the price point - $9.99 is a not untypical price point for L.O.L. Surprise!, which has more than doubled the standard collectable price point with demonstrably no impact on sales levels. For so many years, decades in fact, a collectable toy was definitely less than $5 retail, and maybe even as low as $2.99. Yet in my view this was an artificially low price point which was maintained due to ever present downward pressure from retailers on price points. $10 retail today is an impulse price point versus ten years ago when $5 may have been the ceiling. This uplift in price points could be one of the biggest long term impacts of the success of L.O.L. Surprise!

PLASTIC BACKLASH IS LIKELY TO CHANGE THE CHOICE OF MATERIALS

Another key trend is the consumer and media backlash on disposable plastic based on environmental impact. A number of retailers and consumer product companies have seen a backlash on the use of collectable plastic toys for promotions this year already, and this trend looks set to continue. Longer term the use of sugar cane based ‘plastics’ or other sustainable materials may partially resolve this issue.

FLEXIBLE MARKETING METHODS HYPE COLLECTABLE TOYS

Overall, the types of collectable toys which work are still much the same as they were decades ago, but now we have more powerful more flexible marketing methods and media available to us which seems to be feeding into the overall strength of the collectable toy category. Aside from the threat of plastic backlash, there seems to be little which will hold this category back from future growth – exciting times!

15.10.2019 // The Toy Trends 2020

Toys for Future

What will tomorrow’s world be like?

Our children are also grappling with this question. The Fridays for Future student demonstrations and their impact on politics and society show that climate activism is gaining importance worldwide. After all, our Earth is unique and irreplaceable. We cannot start early enough to make even the very young aware of this topic. Environmental awareness, sustainability and renewable energy can be explained in a child-appropriate manner through play. And toys made of various eco-friendly materials are not only fun to play with, but also kind to the environment at the same time.

Digital goes Physical

Even before they can talk properly, little ones know exactly how to move their favourite character around a tablet. And bigger kids can’t imagine life without smartphones, video games, YouTube and the like. Computer games are no longer simply played in living rooms at home but are capable of filling entire stadiums as professional competitions. The market for eSports keeps growing inexorably. Digitalisation continues to make inroads in all areas, thereby also bringing inspiration to the world of classic toys. The stars of the virtual world are a hit in children’s bedrooms as soft toys, action figures, board games, puzzles and much more.

Be You!

Small children don’t think twice about approaching others or making judgement based on appearance, background or religion. The older they get, the more prejudices develop. But variety is the spice of life. Playing together encourages togetherness and helps us to understand each other. However, play can also support us in particular life situations. For example, play has a positive effect on patients with dementia or Parkinson’s disease. And people with physical or mental disabilities can also help improve their capabilities through play and support their treatment.

04.10.2019 // From retailer to event manager: there are reasons to buy all year round

      What is a retailer to do when the Christmas trade doesn’t quite "sing"? While the festive season has traditionally gifted the toy industry 40 to 50 percent of its annual sales, this once lucrative and sure-fire sales generator is now showing serious signs of decline. Excessively high discounts offered too early are putting consumers off buying in the run-up to Christmas, turning them into ruthless last-minute bargain hunters. As a result, the punch is being taken out of the Christmas trade. Therefore it is time to look for new shopping events.

 Neither the traditional Easter Bunny and birthday celebrations nor Black Friday and Cyber Monday are helping to balance this out. Indeed, the only effect of the latter dates is to give online retailers a growing slice of the sales pie. The once joyful sound of Christmas carols in the toy retail sector has long become somewhat tortured, with doubts swirling regarding the power of Santa Claus and his ilk to attract. And while a majority of retailers find themselves in a state of shock-induced paralysis, others are slashing, flitting desperately from promotion to promotion and sale to sale. The result is a fatal downward spiral, and not just in terms of margins. The credibility of toy retailers and of the toy industry as a whole is also taking a hit.

  And yet the goods move!

 We want to be cool and innovative, but a more or less spiritless surge around Children’s Day or Halloween is not enough to turn the tide. Others have the same idea. You need to do something different if you’re going to stand out. Take the Carnival industry. The companies in this sector have genuinely succeeded in establishing not only a fifth, but also a sixth and seventh "season", to the great joy of retailers. Bachelor parties, Oktoberfest, themed parties, fan fests – these get people buying, all year round! And then there’s the textile industry. Concepts relating to cruise collections, sixties’ retro, "let’s party" and "veni, vidi, vintage" as well as fast-changing product lines generate excitement for "more", thereby increasing the number of shopping trips and occasions to buy.

 Today’s shoppers always want to be surprised, in a positive sense. With the constant availability of goods, you can only counter oversaturation when you understand how to create a story around a product and focus on presenting this. Content is the "open sesame" element with which you too can "play". You will find what works for you. After all, if I may be so bold as to paraphrase Galileo Galilei: and yet the goods move!

 Take a leaf out of the book of other industries and cultures. Mango, Zara and the like have long targeted young women with a different religious or cultural background, who have their own dress code and do not wish to go out in a short skirt or with their midriffs exposed. Look at an Islamic calendar and study the feast days and you will find that, for example, Eid al-Fitr (15 to 17 June), which marks the end of Ramadan, a month of fasting, is as major an event in Islam as Christmas for us. People come together to eat and then give each other gifts. Children, in particular, never leave empty handed. What does this tell us? In our multicultural society, retailers have long had numerous opportunities for expanding their horizons.

 There are occasions galore. The trick is to turn them into a reason to buy.

Anyone wishing to start "small" might consider International Children’s Book Day (2 April) and create a showcase or activity area with a reading competition or event for families with children. Put classic children’s books that parents will remember from their childhood on display along with new titles. Add post-its and hand-written recommendations to favourite books. This is how you can target families with purchasing power and demonstrate your expertise.

Use your knowledge and experience and consider key information such as location, competitive environment and so on to put together the right mix of core and special ranges for you. This will set you apart from large stores who try to carry something for everyone. If you have carved out your own niche, you can go your own way. There is then no need to stick to the mainstream and play along on "official" occasions. Experience shows that a lot can be achieved with relatively little effort.

Take the example of one retailer I know – a kids’ beach party in the hot summer of 2018 helped to clear his summer depot, including the last few pairs of water wings. Booking an ice-cream seller to help boost sales took care of the rest.

Girls’ Day, Boys’ Day – you don’t need anyone to tell you how you can benefit from these.

Painting competitions entitled "My best holiday experience" – just hang the most original finished creations in your window and you’ve got an eye-catching display that will attract customers.

A similar effect can be achieved through holding a creative workshop to launch the crafts season. An evening reception with the best exhibits encourages people to browse – and buy. And the "ice age" at the start of the year helps to banish the post-Christmas blues when everyone has "run out of steam". Amusing knit caps and beanies in your range can break the ice...

Plan your event calendar now Create your own "event calendar" as early as possible.

Get your regional advertising community on board and look for ways to cross-sell. Even chemist’s shops are a good point of sale for toys. In return, offer non-core pharmacy products such as children’s plasters and wet wipes. A powerful motto expressed well always ensures traffic.

There are plenty of ideas. Most are right in front of your nose. Apart from good Christmas sales, I’d also like to wish you a great year – don’t let any excuse to have a celebration pass you by!

26.09.2019 // European Day of Languages

EUROPEAN DAY OF LANGUAGES HISTORY

The European Day of Languages is a yearly event celebrating the linguistic and cultural diversity of Europe and emphasizing the importance of intercultural understanding.

Today, there are over 200 European languages, 24 official EU languages and around 60 regional or minority languages, not including languages spoken by people from around the world that have migrated to the European Union.

The event was a joint effort between the Council of Europe and the European Union. Since its inception in 2001, the annual celebration has been spent encouraging lifelong language learning across Europe while promoting the rich cultural and linguistic diversity of the continent.

The European Day of Languages is an annual event held on the 26th of September.