Ninja Rush game launched by Tactic

The fast paced, quick reaction board game has been unveiled.

The game is based on ancient Sensei training principles, with Ninja time warriors who are trained to harness time. Sensei trains them to react quicker than the blink of an eye, to see the future before it happens. Players can experience this in gameplay, as their Ninjas hold the sands of time. They flip the Sensei cards and quickly choose who to flip and to where, before the sand runs out. Successful runs are rewarded with Ninja Stars and players need to be Ninja focused at all times, watching out for change or direction cards. The first player to collect five Ninja Stars wins.

The game is suitable for children aged 7 and up and can be played by up to four players.

Little Tikes scoops top toy awards

Brand picks up several awards and is shortlisted for future wins.

Dedicated to creating toys which children and parents love to play with whilst also encouraging learning through play, Little Tikes has also been popular with industry experts, scooping several prestigious toy awards including The Independent Toy Awards, Loved by Parents and Made for Mums.

In the recently announced Independent Toy Awards, Little Tikes won three awards including scooping gold in the Educational category for the STEM Jr. Wonder Lab – an exciting new launch for autumn. A silver award was presented for the newly released Magical Unicorn Carriage in the best Ride-On category, and the new RC Dozer Racer won a bronze medal in the Vehicles category.

The Loved by Parents Awards also recently announced its winners, among which the Little Tikes infant pre-school range was awarded three platinum medals. The Little Tikes Light ‘n Go Sports Zone was awarded platinum by the judges in the Best Activity Toy (1-3yrs), Best Interactive Toy (1-3yrs) and Best Stimulative Toy (1-3yrs), recognising the toy’s benefits to creative and imaginative play.

Apart from awards announced to date, the brand has been shortlisted for several further awards including Made for Mums and Smallish Magazine. As a shortlisted finalist, Little Tikes is up for medals including Best Pre-school, Best Educational, Best Role-Play and Best Outdoor toys.

Michelle Lilley, head of marketing at Little Tikes, commented: “At Little Tikes, the most important thing is making toys which help create long lasting memories through both fun and learning. These awards are judged by industry experts, alongside consumer testers, who we aim to engage with our products in the same way families will at home. We’re delighted to pick up these awards, as well as to be shortlisted for the forthcoming categories.”

Back to earth with a bump…it’s the Friday Blog!

Just when you thought the toy industry had come through largely unscathed from the demise of Toys R Us, the sad news that Toy State has ceased trading with immediate effect served to bring the global toy community back to earth with a bump. To say that it came as a shock to everyone – both internally and externally – is putting it mildly. They clearly do things differently in Hong Kong; no hint of a CVA, administration, Chapter 11 or anything that might have given the business a chance to reshape and survive. No, the bank (HSBC) pulled the plug on Friday and that was that. Factories were shut within hours and everyone is now left to deal with the fallout. Perhaps the biggest surprise is the timing; toy companies rarely cease trading just as the peak shipping season is about to commence. January or February has long been recognised as the period when the fate of struggling companies is decided; it is practically unheard of for such a sudden occurrence to take place in August.

With some successful long-term brands (Nikko and Road Rippers) and solid licences (Caterpillar), it is still highly plausible that someone will step in to ensure that the product range at least will live on. However, this unfortunate situation may be an indicator of a trend which could ultimately affect the whole toy community, not just one company; when it comes to toy businesses – supplier or retailer – it seems that the patience and forbearance of lenders may no longer be relied upon.

Speaking to one major specialist toy retailer earlier this year, I suggested that that the demise of Toys R Us presented a golden opportunity for other toy retailers to benefit. He agreed, but pointed out that it could only be done with the support of the financial community; picking up an additional few million pounds of turnover wasn’t the challenge which concerned him – financing the extra stock was more the issue. The speed with which Toy State found itself out of business suggests that banks have gone way beyond erring on the side of caution when it comes to a company they have concerns over.

As much as the TRU fiasco has made banks nervous of the toy business, it has also had an impact on the trust issues between suppliers and retailers, particularly when the retailer is having financial difficulties. I read a fascinating article this week which posits the theory that the ramifications of the demise of Toys R Us will be felt far beyond the toy market – it suggested that it may well have killed the entire US Chapter 11 process, not to mention the debtor-in-possession loan system, as suppliers will be reluctant to trust a retailer in bankruptcy protection ever again. It is too long and detailed to precis the article here, so you can read it in full here. You certainly couldn’t blame any toy supplier for being once bitten, twice shy if they are ever asked to supply a retailer in Chapter 11 in good faith in the future.

In other news, details have emerged of the deal which new House of Fraser owner Mike Ashley has been trying to persuade landlords to sign up to. In some cases, he offered rent deals equivalent to 5% of the store’s turnover, while about 28 stores would not get any rent at all, but have their business rates paid for. He then publicly referred to the landlords as ‘greedy’, just to make them feel even better about the rather one-sided ‘negotiation’ process. No word yet as to how many are going to agree to Mr Ashley’s questionable demands, but if I was inclined to speak in his defence, I might point out that at £4.6m, the bill for business rates on the House of Fraser flagship store on Oxford Street this year is apparently the same at the total corporation tax paid by Amazon in the UK last year – a situation which is quite clearly barking mad.

In the international market, a ban on Sunday trading and intense competition has apparently prompted Tesco to close 13 loss-making stores in Poland, putting about 2,200 jobs at risk, while the sale of the Toys R Us Asian operation has become incredibly complicated, as two groups of hedge funds have locked horns. One side is keen to acquire and run the Asian stores as a going concern, the other side owns the rights to the TRU name and claims that it is worth far more than it is currently being paid for its use. Expect a massive legal battle where the main winners will almost certainly be the lawyers…again.
Back in the UK, there is better news on the Argos / Sainsbury’s front, as it has been announced that the buying teams have finally joined forces as one team in Milton Keynes. The full re-organisation not quite all done and dusted yet, as I gather that a letter sent to suppliers admits that the team ‘org chart’ is still changing on a daily basis! However, it’s certainly a major milestone on the merger journey, which suppliers will no doubt be hugely encouraged by.

With the kids going back to school and Autumn Fair taking place next week, it feels like the summer is just about officially over and the real fun is about to begin. Having said that, media reports have promised an unusually warm September, so if that’s true, we might have to wait a little longer for Christmas to fully kick into gear. If you’d like to catch up with the Toy World team at Autumn Fair next week, do feel free to drop us a line.

Tag Team Pokémon-GX cards unveiled

The new cards are coming to the Pokémon TCG early in 2019.

Taking the stage at the 2018 Pokémon World Championships, The Pokémon Company president Tsunekazu Ishihara introduced a new type of Pokémon card. Called Tag Team Pokémon-GX, the cards will feature two Pokémon of the same type, which join forces and battle together. The powerful new cards will have higher HP and stronger attacks than usual; a player will have to forfeit three Prize cards if theirs is knocked out. The cards will be launched early next year.

Initially, only one Tag Team card was revealed: Pikachu & Zekrom-GX. There will be other Tag Team cards, though the company did not say how many. Eagle eyed fans have noticed, however, that the Pikachu & Zekrom-GX is labelled #33/181, which implies the set will have 181 cards. GX cards were first announced at the Pokémon World Championships in 2016 and debuted in the Sun & Moon expansion for the TCG; there are now over 100 available.

Mattel names chief franchise management officer

New division will combine business development, consumer products, content, digital gaming and live events.

Janet Hsu, the chief executive of former Power Rangers owner Saban Brands, will oversee a newly-created Global Franchise Management organization, in the newly-created role of chief franchise management officer. The division will complement Mattel’s toy business, bringing together several key functions to extend the company’s brands to new commercial opportunities in key areas, including content development and distribution, consumer products, digital gaming, live events and strategic partnerships.

Janet has extensive leadership experience with global consumer lifestyle brands including Saban Brands and Sanrio Inc. and will report to Richard Dickson, Mattel’s president and chief operating officer.

“As we continue to transform Mattel into a high-performing toy company, we are taking big steps to further strengthen our executive leadership team,” said Richard. “Janet’s proven track record and expertise in expanding established global brands make her ideally suited to help Mattel extend its iconic properties in new and relevant ways that continue to move with our consumer. I am confident that Janet is the right leader to help ensure we are maximizing the value of our brands.”

Janet commented: “I am incredibly excited to join Mattel at such a pivotal point in the company’s timeline. I believe now is the optimal time to massively expand the reach and influence of Mattel’s unparalleled collection of brands and IP, while extending their emotional connections with consumers. As content consumption, consumer behaviour and brand viability continue to evolve at a rapid pace, now is an exciting time to create a new content-to-commerce strategy for Mattel. I look forward to working with Richard and the entire Mattel team to unlock the value of this company’s powerful brands and IP.”

John Lewis predicts top 10 Christmas toys

Products which encourage kids to get active feature strongly.

The retailer anticipates high demand from parents for toys that get kids moving and enjoying the outdoors, with the augmented reality Nerf Laser, scooters and I-Top spinners expected to be among the most sought-after gifts. Toy buyer Harry Boughton commented: “Parents are telling us that they want to buy toys which encourage their children to spend less time looking at a screen and more time playing games that get them moving.”

Heading the list is the I-Top electronic spinner. Harry said: ‘I predict the pocket-sized addictive I-Top will be this year’s most popular playground toy. It’s an electronic take on the classic spinning top and displays the number of revolutions, allowing players to keep track of their scores. For those wishing to give a gift which combines fun with learning, we think the latest STEM Tech Will Save Us Coder Kit or the track system from GraviTrax, which teaches children about magnetics and gravity, will prove particularly popular. For parents looking to encourage creativity and role play, we’ve created a Waitrose supermarket and mini wooden kitchen where little ones can pick up ingredients before rustling up a delicious imaginary meal.”

John Lewis has said that most of the toys will be available in autumn 2018.

The list reads:
1. I-Top
2. Nerf Laser Alpha
3. John Lewis My First Scooter
4. Lego Technics Bugatti Chiron
5. Furreal Buzz Ricky The Trick Lovin’ Pup
6. Mini Waitrose Supermarket
7. Mini John Lewis Kitchen
8. Lego Duplo Cargo Train
9. GraviTrax
10. Tech Will Save Us Coder Kit

Rubie’s partners with Epic Games for Fortnite dress up

The new collection will feature costumes, masks and accessories.

In a deal brokered by IMG, Rubie’s Masquerade has announced a partnership with Epic Games to create a range of Fortnite dress up for the European market. The range will be available this autumn/winter.

“We are absolutely thrilled to be part of the Fortnite phenomenon. Fans will soon be able to replicate their favourite Fortnite characters as they prepare for epic battles in our officially licensed costumes and accessories,” said Tania Hrycko, licensing manager EMEA, Rubie’s Masquerade. “We will be launching with some of the most sought-after character costumes and accessories for tweens and adults alike and will continue to strengthen our range alongside the ever-evolving skins from Epic. We are so excited to be part of this journey with Epic Games.”

“A big part of Fortnite is letting players express themselves in the game,” added Epic Games co-founder Mark Rein. “We’re thrilled to be partnering with Rubie’s to bring fans high-quality costumes and accessories, so they can express themselves outside of the game, too.”

eOne expands presence of PJ Masks in Korea

Series 2 to air on EBS, significantly boosting exposure for the show in the region.

Entertainment One continues to expand the presence of pre-school superhero property PJ Masks across Asia, with the show launching on free-to-air channel EBS in Korea from August 2018.

52 episodes from Series 2 of PJ Masks will air on EBS and will significantly boost exposure for the show in the region, following the broadcast debut on Disney’s cable network in 2017. Disney Junior is also set to air Series 2 later this year.

eOne will be building on the increased awareness with the expansion of the licensing programme, which was launched in 2017 by master toy partner GAIA and has seen wide distribution of the core toy range across Toys R Us, supermarkets, hypermarkets and traditional channels. A new toy range capitalising on the new content will follow the broadcast launch. Licensees will soon be appointed in the apparel, homewares and stationery categories and are expected to launch at retail from spring/summer 2019.

“There’s been incredible growth for PJ Masks across Asia,” said eOne’s Monica Candiani, EVP content sales, family & brands. “We’re delighted that the partnership with EBS will bring our much-loved trio of heroes to more families throughout Korea as we continue to find new audiences for the show around the world.”

Licensed ranges from Striker to showcase at BLE

Company will present licensed ranges for Fingerlings and Exploding Kittens.

Striker Entertainment and WowWee have announced the roll out of the initial licensed ranges for Fingerlings in Europe.

This autumn will see a range of licensed products hitting retail shelves, including annuals from Centum, backpacks from Sambro and games from Winning Moves. In addition, an exclusive range of arts & crafts from Addo Play will launch at The Entertainer.

Awarded the Toy of The Year, as well as the Collectible Toy of The Year, award just prior to New York Toy Fair this year, Fingerlings is already being featured on key retailers’ must-have Christmas wish lists for 2018.

Striker Entertainment will showcase at Brand Licensing Europe in 2018, Stand B80 and is open for appointments with European retailers and licensees across all categories.

The company will also oversee humorous adult ranges inspired by strategic card game and Kickstarter success Exploding Kittens, with construction toys & plush from Basic Fun and mini figures from Just Toys. Extended ranges into gifting, stationery and accessories are planned for next year.

Qualatex celebrates the Joy of Balloons

Campaign to take place as part of International Balloon Month.

Pioneer Europe has announced its inaugural Qualatex Joy of Balloons campaign, which will take place in September as part of International Balloon Month.

Recognising the happiness that balloons can bring to any occasion or event, the Qualatex team is delivering an integrated campaign across retail and consumer audiences, which will involve Qualatex customers and top influencers gifting balloons to deserving recipients with the aim of brightening someone’s day. These random acts of kindness will result in many happy moments; with the joy being captured and posted across social media platforms. The initiative will be supported across Facebook with a competition inviting people to surprise someone with a stunning Qualatex balloon bouquet.

“Balloons are a delightful and affordable way to show you care, mark a special occasion or just make someone smile, and we hope this campaign will capture the joy which can be delivered through the very simple gesture of gifting a balloon,” said Julie Dommett, head of marketing at Pioneer Europe. “September is a perfect time to celebrate, with the focal point of the campaign being the week leading up to Friday 28th, marking the end of International Balloon Month and Thinking of You week.”

Full details of how to take part will be sent to Qualatex customers at the beginning of September.