New York Toy Fair brings global toy community together

Toy and play professionals descended on New York City for The Toy Association’s 116th North American International Toy Fair.

In all, more than 26,000 professionals from 98 countries attended the show, where they got a sneak peek at hundreds of thousands of toys and games across 447,30 sq. feet of exhibition space.

“Buyers from around the world, and toy, play, and licensing professionals came to unleash their outer business executive and inner child at this year’s Toy Fair New York,” said Steve Pasierb, president & CEO of The Toy Association. “With a sold-out, energetic show, every square inch of the Javits Centre was used for order-writing, networking, trend-spotting, professional development opportunities, in-booth demos and reveals, and much more. Toy Fair New York is the gateway to toy aisles this holiday season, and drives the $28b US toy market and influences markets around the world.”

From veteran brands to first-time exhibitors in the Launch Pad section of the show, Toy Fair’s 1,038 exhibiting companies unveiled new product lines and showcased key drivers in front of 8,300+ mass and specialty buyers, including delegations from more than 3,000 unique retail outlets and 22 of the nation’s top 25 toy sellers, such as Amazon.com, Walmart, Target, Kohl’s, Costco, Best Buy, Walgreens, Disney Store, A.C. Moore and Michaels Stores.

In addition, licensing executives from NBCUniversal Brand Development, Netflix, Nickelodeon Consumer Products, Marvel Entertainment, Sesame Workshop, Sony Pictures, Warner Bros. Consumer Products and others were also on-site to scout the hottest trends and forge licensing agreements with toymakers.

Overall, more than 10,600 retailers, wholesalers, entertainment executives, importers and buying groups attended Toy Fair. The top five countries represented at the show, not including the US and Canada, were China, the United Kingdom, Hong Kong, Mexico and Japan.

Participants enjoyed more than 30 educational sessions, covering global safety standards, new toy trends, licensing, global trade and market expansion and more. In addition, thousands of Toy Fair registrants participated in roundtables, presentations, and workshops focused on helping the creative community succeed through an expanded Creative Factor educational series, guided by a Creative Factor Advisory Board.

“More than ever, Toy Fair New York is a must-stop destination for global play professionals who consider it the place to find the most cutting-edge toys, games, and youth entertainment products coming to market,” added Marian Bossard, executive vice president of global market events at The Toy Association. “We are extremely proud of the platform we have built for buyers, sellers, and in fact, the entire toy industry ecosystem, to come together, forge new connections and learn actionable insights on how they can grow their businesses, both here in the U.S. and across the world.”

The 117th North American International Toy Fair will take place one week later than usual, running from Saturday 22nd February to Tuesday 25th February at the Jacob K. Javits Convention Center. Toy Fair Dallas, The Toy Association’s long-lead marketplace, takes place October 2nd to 4th, 2019, in Dallas, Texas.

Lisle Licensing launches SuperZings licensing programme

Deals already struck for two new board games from John Adams and a SuperZings magazine from DJ Murphy.

Magic Box Toys has revealed initial details of its SuperZings licensing programme, in partnership with Lisle Licensing.

“A licensing programme is a natural progression for SuperZings, which was the number 6 new brand in the UK (NPD) and number 5 in Spain,” comments Julia Cake, UK & Ireland commercial director, Magic Box Toys. “Series 3 launched earlier this month and sales are already up 130% compared to the launch of Series 2 last September; a statistic driven by tremendous retailer support as well as demand from children keen to find the Ultra Rare character – Mr King. The colourful, comic-book-style world we’ve created for SuperZings offers an array of great licensing opportunities, and we’re delighted to be partnering with Lisle to ensure every avenue is explored. We’re excited to see the different ways in which children can now interact with the brand through games and publishing.”

Hitting shelves in June, John Adams is bringing SuperZings to life with the SuperZings Race to Rescue Pressmatic game, suitable from age 4 and containing an ultra-rare Professor K SuperZings character. This will be joined by the SuperZings Battle Game, in which the first player to reach the centre and overcome Enigma wins the game to claim the rare SuperZings character.

In the first ever publishing deal for Magic Box, DJ Murphy will be launching a monthly SuperZings magazine, full of adventures, activities and giveaways. Every issue will come with one Super Hero and one Super Villain SuperZing character. Issue one, which hits shelves in March, has already achieved strong listings.

Lisle Licensing’s Francesca Lisle comments: “From the second we saw SuperZings, we knew it would lend itself well to a licensing programme. The games and magazine are just the beginning – we are thrilled to be representing Magic Box.”

Jakks stems losses as sales dip marginally in the wake of Toys R Us’ demise

Excluding Toys R Us, net sales increased in the fourth quarter and for the whole of fiscal year 2018.

Jakks Pacific has announced financial results for the fourth quarter and full-year ended 31st December 2018.

Net sales for the fourth quarter were $132.3m, compared to $136.6m in the prior year. Excluding net sales to Toys R Us of $1.3m in 2018 and $19.6m in 2017, net sales increased by 12% on a year-on-year basis. Net loss for the fourth quarter was $3.2m compared to a net loss of $30.4m the previous year.

For the whole of fiscal year 2018, net sales were $567.8m compared to $613.1m in the prior year period. Excluding net sales to Toys R Us of $16.6m in 2018 and $69.4m in 2017, net sales increased in 2018 by 1% on a year-on-year basis. Net loss was almost halved, from $83.1m in 2017 to $42.4m in 2018.

CEO Stephen Berman commented: “We are pleased that despite the considerable industry-wide disruption caused by the liquidation of Toys R Us, we were able to deliver positive adjusted EBITDA for the full year. New licensed properties such as Incredibles 2, Harry Potter and Fancy Nancy, as well as our own IP such as Morf Board, Perfectly Cute and TP Blaster, performed very well during the fourth quarter. We made good progress on our goals of expanding international sales and increasing the portion of our sales generated through online retailers, and we believe that we are better positioned entering 2019.”

Jakks also revealed that it is in the final stages of negotiations with Hong Kong Meisheng Cultural Company Limited over a $50m equity infusion, which would result in Meisheng owning 51% of the Company’s outstanding shares.

Funko to open store in Los Angeles, further locations on the cards

The company plans to combine retail and pop culture in a nearly 40,000 square foot Hollywood store later this year.

Known for its vinyl figures that are based on popular movie, TV and comic book characters, as well as real-life athletes, Funko holds licences with most big studios, including Disney and Warner Bros.

Funko already runs a smaller retail outlet at its corporate headquarters in Everett, Washington. CEO Brian Mariotti said that when the company launched that store, he expected it to be a hit with pop culture enthusiasts and Funko employees, yet the store exceeded all expectations.

Rather than trying to compete with its retail partners, Funko’s goal is to build even more followers for the Funko brand, driving sales at all Funko stockists. Located on Hollywood Boulevard, not far from the famous TCL Chinese Theatre, the LA store will target both tourists and local residents. The new location will let customers pose with life-size Funko figures and sit in a Funko version of the Batmobile.

“So many people are looking for an experience when they shop — not just buying things,” commented Brian.
Funko is working closely with the building developer on the store design and hopes to open in time for Halloween. Parts of the store are being built in Washington and shipped to California.

If the store is a success, more Funko stores could open in other tourist locations, such as London, Tokyo and Las Vegas.

The March issue of Toy World is out now

The latest issue of Toy World Magazine is now available to read online.

This month’s edition features exclusive interviews with Vivid’s Nick Thomas and Emma Weber, plus Simon Arora, Hayley White and Sarah Atta from B&M.

Alongside regular articles including Talking Shop, Viewpoint, NPD Insight and Allegedly, we also take a look at the Outdoor Toys, Action Vehicles and Science and Nature sectors.

As well as all the month’s top news, the issue also features a review of the London Toy Fair.

To read the March issue, click here.

Skyrocket Toys expands UK presence

Amy Saunders is appointed as the firm’s new head of UK as the company looks to support record international growth.

Leading US toymaker Skyrocket has confirmed plans to expand its presence in the UK to support the fast-paced growth of the company’s brands in the region.

Amy Saunders, who was previously with Bandai UK, has been appointed in the role of Skyrocket UK general manager, taking effect from 1st March. Amy will take the lead in continuing to establish Skyrocket’s brands in the region, increasing sales, and streamlining the demand for its products.

Skyrocket UK is located in the London area and officially began to liaise directly with UK retailers at London Toy Fair in January. The move is the latest in Skyrocket’s aggressive plan to widen its global footprint, as the company’s products gain popularity worldwide.

Amy Saunders, Skyrocket Toys UK general manager.

Amy commented: “After a happy 18 years with Bandai UK this is a whole new chapter for me in the toy industry, and for my career as a whole. When faced with the opportunity of this new challenge, the proposition was irresistible. I am looking forward to being a part of Skyrocket’s launch of its innovative and exciting new products at retail.”

The company is best known for its award-winning and propriety brands, including Pomsies – a best-selling toy and Plush Toy of the Year nominee in 2018 – Grumblies interactive plush pets, and the innovative Sky Viper Drones. This year, Skyrocket is gearing up for the launch of Blume, the highly anticipated line of adorable collectible ‘blooming’ dolls; Pomsies Lumies, the next generation of Pomsies interactive pom-pom pets with a colourful and musical twist; and new waves of the best-selling Pomsies and Grumblies interactive plush pets.

“It is the perfect time to firmly establish our Skyrocket UK office, when worldwide sales are at an all time high,” said Shari Mann, senior vice president of international sales, Skyrocket. “Skyrocket UK will allow us to keep pace with consumer demand of our products in one of our largest global markets. Together with Amy, we look forward to working with our UK retailers directly to make Skyrocket products widely available in the country. The vast experience she brings will be invaluable in achieving the ambitious goals we have for years to come.”

Licensed sets and strong Chinese market help lift Lego sales

Harry Potter and Star Wars building sets helped Lego return to growth in 2018, along with strong sales in China.

The company ended 2018 in a far stronger position than the previous year, and gained market share after sales dropped for the first time in a decade in 2017. Lego said that global sales rose by 3% last year, while total revenue rose 4% to 36.4b Danish Krone ($5.5b). Operating profit grew by 4% to 10.8b Krone. The Star Wars Millennium Falcon set was last year’s best seller, while four Harry Potter-themed Lego sets were among the top 10.

“We had aimed to stabilize the business in 2018, but have actually returned to moderate growth on all parameters in a very tough environment,” explained chief executive Niels B. Christiansen. “We are especially encouraged by our progress given the challenges facing the toy industry and the departure of specialist retailers such as Toys R Us that went under last year. These shifts gave us the opportunity to strengthen our partnerships with retailers and find new ways to connect with shoppers and consumers across digital and physical channels.”

He added that efforts to combine physical bricks with the digital world, including the use of augmented reality, had also paid off.

Lego’s sales increased in all key markets. China enjoyed strong double-digit growth, while the United States and Western Europe returned low-single digit growth. China still accounts for less than 10% of sales and is a territory which Lego considers to have high growth potential. While online sales continued to grow at the expense of physical stores, Niels maintains that Lego stores remain key in order to expand the brand’s presence in new markets and give children “that magic experience”. To this end, the company plans to more than double the number of stores in China this year.

David White seeks new buying role

The experienced buyer was most recently in charge of toys and gifts at The Book People.

A successful buyer and buying manager with extensive multi-channel experience in e-commerce, high street retailing and home shopping, David White is now looking for new opportunities in the toy buying sector.

David has gained substantial buying experience with Waitrose, Superdrug, Robert Dyas, Co-op, Tesco and Freeman’s Home Shopping Catalogue, and is an energetic, conscientious, and creative individual with a strong customer and commercial results focus. His product procurement background includes hard goods and FMCG including toys and nursery.

While used to working within the corporate world, David states that he is adaptable to working in a smaller environment including start up businesses, and is experienced at developing profitable ranges and promotions.

If you are looking to hire someone successful at building and managing key stakeholder relationships to ensure positive results, please contact David on davewhiteapple@yahoo.co.uk or call 07908153590.

To visit David’s LinkedIn page, click here.

Toy Trust announces 2019 Big Challenge event

The Toy Trust’s 2019 Big Challenge fundraising day for summer 2019 has been confirmed for Saturday 8th June.

The event will be based at Oxford Wet N Wild in Wallingford, Oxfordshire.

Larger teams, small groups and/or individual participants are all eligible to take part, and events on offer include a triathlon which will feature an open water swim (both Olympic and sprint distances available), a 65-mile circular bike ride (challenging or less-challenging routes available when booking) and a 5km or 10km run/walk. Participants with younger family members are welcome to join the walking element.

The event will this year be based at the exciting Oxford Wet N Wild, which offers a fantastic base for the Big Challenge event and participants the chance to take on Oxford Wet N Wild’s inflatable assault course during the event day. Anyone interested in taking part on the assault course will be required to book directly with the venue, and to do so sooner rather than later to avoid disappointment; booking details will be provided upon their Big Challenge event booking.

The 2019 event will culminate with a late afternoon BBQ and refreshments on site for all participants.

The Toy Trust have pledged their commitment to three inspiring and deserving charities in 2019 all of which will help the Toy Trust in its commitment to help continue to Give the Gift of Play. The three charities are UK mobility charity My AFK, health camp providers Over The Wall and Ugandan based educational charity, Ecologia Youth Trust. Further details of the work these three amazing charities do for children will be released in the coming months.

Funds raised through the Big Challenge event will go to both the Toy Trust’s nominated UK based charities – My AFK and Over The Wall – whilst Ecologia Youth Trust will also receive support through other fundraising activity in 2019.

Graham Canning, Toy Trust committee chairman, said: “This year’s Big Challenge promises to be another exciting event for all of the industry to get involved in. We have designed the event to be as inclusive, challenging and fun for as many people as possible from across the industry, with the hope that as many as possible will get involved. We have also added an extra option of fun for participants and their families to take on Oxford Wet N Wild’s inflatable assault course. As always, we hope to encourage new teams, however big or small, to get involved in what has become an amazingly uplifting and fun, team building day that raises massive amounts of money for the disadvantaged children the Toy Trust supports.”

Places are available at £100 per person and teams or individuals can register now here. Following last year’s extremely popular event, early applications for places are fully recommended.

For more information on the event itself including any entry queries please contact Matt Jones at the BTHA – Matt@btha.co.uk.

For information on the work of the Toy Trust, the charities it supports and other ways you can raise money for the charity, please visit www.toytrust.co.uk.

Searainbow acquisition sees Asmodee add Green Board Games to portfolio

Asmodee Group has entered into exclusive discussions to acquire the companies of the Searainbow Group, a Europe- and Asia-based toys and games publisher, manufacturer and international distributor.

Established in 2004, Searainbow Group started in China as Forever Bright, a producer of innovative educational toys and related specialty items. The company also distributes toys and games to the Asian markets through its subsidiary Wisdom Warehouse.

In 2015, Searainbow acquired one of the UK’s market leaders in educational games, The Green Board Game Company. In 2018, the acquisition of Lagoon made Searainbow Group a strong publisher of games and puzzles for gift for UK gift shops.

“We are delighted to be joining Asmodee. The resources of a larger group will provide exciting development opportunities, including entrance to more markets and the ability to offer customers a broader and better range of products,” said Jessie Min, Searainbow Group founder.

The acquisitions of The Green Board Game Company and Lagoon allows Asmodee Group to offer a wider product range, as well as strengthen its educational games publishing and distribution on the European market. The Forever Bright and Wisdom Warehouse acquisitions will also bolster Asmodee’s development in Asia.

“As a group, we are eager to offer the best games and tell amazing stories to both children and adults,” said Stephane Carville, president of Asmodee Group.”The great pedigree of educational games in Searainbow’s portfolio will enable us to strengthen our offer with additional trans-generational ranges in both Europe and Asia. We are delighted to welcome Searainbow to the group.”

“With Searainbow’s strong games portfolio and successful distribution experience, we will strengthen our presence in Asia, particularly in the children and educational market,” added Frederic Nugeron, regional manager, Greater China, of Asmodee Group. “Searainbow’s success in the online space and the combination of our operations will be a great asset for Asmodee in Asia.”