 |  News14.11.2019 // 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 Ñhildren'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. Íuge 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 LanguagesEUROPEAN 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. | 19.09.2019 // Happy World Smile Day! | 16.09.2019 // Kids India 2019 launches with diverse exhibitor portfolioThe industry for toys, children’s products and sports goods is geared up for the 7th edition of Kids India. The largest B2B fair in India is opening its doors to an international audience from 26 to 28 September 2019. Key industry players will be participating alongside many young and innovative companies at the Bombay Convention & Exhibition Center in Mumbai. The fair has successfully established itself as the annual meeting place and an important networking platform for the industry in India since 2013. Kids India is organised by Spielwarenmesse India Pvt. Ltd., a subsidiary wholly owned by Spielwarenmesse eG. Ambitious newcomersThe fair will showcase about 160 Indian and international exhibitors, more than 40 percent of which are newcomers. “India is the upcoming major manufacturing hub. Every year at Kids India, we are witnessing more and more young start-ups from all over India presenting very innovative and quality products. These young companies are already grabbing major attention globally. Retailers will find this constellation of manufacturers at no other fair,” explains Ms. Katharina Janotta, Managing Director of Spielwarenmesse India. Companies such as Emotix, Playshifu, Skillmatics and Smartivity are among this year’s first-time exhibitors. The World of Toys Pavilion will be hosting international companies from Germany, Hong Kong, Hungary, Malaysia, Poland and the PR of China. Special featuresThe special areas and activity zones at the exhibition centre are important hubs that mirror current trends and relevant themes. TrendingNow highlights the trends Team Spirit and Just for Fun, which are reflected in product examples from all over the world. Companies such as Anant Business, Kiddos Stationery Private Limited and Happy Feets will be showcasing their school and stationery portfolios at the Back to School pavilion. The new extension to this area, the Creative Arena, provides participants with a special forum for creative activities from the world of stationery. This special area is highly relevant for toy retailers wanting to explore new product groups and improve their in-store customer experience. The Sports Arena allows trade visitors to discover upcoming outdoor, sports and leisure products and to see them in action. |
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