In the run up to Christmas, Tomy will continue to support the campaign through TV, radio, PR and digital channels.

This September saw the global launch of Rizmo, the first-ever “evolving toy” that listens, learns, remembers and actually grows – both in play value and physical form.

Before its launch, Rizmo was previewed by popular YouTube influencers and industry experts. It went on to win Best Toy in the Variety toy category at the Tokyo Christmas Toy Trade Show and is included within The Toy Insider’s Top 20 Toys for this Christmas. In the run up to Christmas, Tomy will continue to support the campaign through TV, radio, PR and digital channels.

The launch featured a television campaign, which started in September and will continue to December, featuring slots during ITV2 Family Films in October and a six-week Nick Junior sponsorship running until the 30th November. There will also be a 12-week cinema campaign featuring advertising slots during screenings of Disney’s Frozen II.

Tomy has also invested in digital advertising with YouTube True Views, with advertisement slots set to continue until December. This will be supported with investment in advertising on over 150 child-friendly networking sites such as Animal Jam and ecommerce platforms projecting 18,000 clicks.

Ahead of the launch in September, Tomy promoted Rizmo by working with popular YouTube and social media influencers on a paid basis. This generated a combined viewing figure of 5m across YouTube, Facebook and Instagram. In addition, the Rizmo PopJam account quickly gained 15,000 followers since its inception.

A radio campaign with Fun Kids Radio features 350 radio adverts spanning eight weeks, with six including on-air sponsorship. Rizmo took over the Fun Kids Radio homepage, running online competitions for listeners to win their very own Rizmo, and gained over 100,000 impressions. Tomy continues to work closely with magazines such as Jacqueline Wilson, with the investment expected to bring in circulation figures of 110,000 every month from September to December.

David Harms, brand manager, said: “Given the level and breadth of marketing activity and support from our retailers, we expect Rizmo to be on the wish list for many children this Christmas”.

Rizmo is available online and at retail stores for the RSP of £59.99. To learn more visit the website.

The latest issue of Toy World, which started landing on desks and doormats yesterday, is also available to read online.

The November issue of Toy World is once again packed with exclusive content; publisher John Baulch reports from The Entertainer’s autumn conference, while online retailers BargainMax.co.uk and Very have taken part in retail profiles detailing their plans for Black Friday and the all-important festive season. Company profiles with Fanbytes – a company which works with online influencers across all major social platforms – and Wilton Bradley feature alongside a Q&A with Little Tikes’ Michelle Lilley.

In addition, the November issue of Toy World contains comprehensive category features on outdoor toys and Q1 ranges, plus a special in-depth look at Disney’s Frozen II. Complete with comment from The Entertainer, SMF Toytown and Toy Barnhaus, and essential product information on the new licensed toys, games, role-play accessories and arts & crafts products to be hitting retailer’s shelves, this is a feature you shouldn’t put on ice.

To read the November issue of Toy World, click here.

Transformation plan delivering positive results across the region.

Mattel’s Q3 results were unveiled this week, with the company posting an overall increase in sales of 3%. Toy World spoke exclusively to Mattel’s EMEA managing director Sanjay Luthra to hear about the performance of the EMEA operation during the period.

Sanjay confirmed that EMEA was one of the best-performing global regions in Q3: “The EMEA operation posted sales growth of 15%, which comfortably outperformed the market over this quarter. The turnaround from the same period last year – when we were down by 7% – proves that the transformation plan which we have initiated is working well. What’s more, the results from our core European markets were even stronger than those of the territory as a whole. Of course, we are still at the beginning: there is so much more still to do.”

Asked which brands were driving the EMEA business, Sanjay confirmed: “Barbie continues to build strong momentum, as does Hot Wheels – we’ve enjoyed particular success with the Monster Trucks range, which has performed incredibly well since its launch. The Games category is another strong area for us, while Enchantimals and Polly Pocket continue to deliver very good numbers in the EMEA region.”

Retail relationships remain key to unlocking Mattel’s full potential across EMEA, as Sanjay explains: “Despite a challenging European retail landscape, we are gaining share through successful partnerships, as we continue to work closely with our retailers and customers to build strategic long-term solutions, while improving omni-channel capabilities and delivering 360 marketing programmes. The whole team is focused externally; we’re working closely with our retail partners to understand their challenges and, importantly, to address them. We see this as a key differentiator for us as a business; if our retail partners are successful, it will also bring success to us.”

On the back of the latest trailer for the Disney movie, Cartamundi is seeing sales of its games skyrocket at retail.

The new trailer features Anna, Elsa Olaf and Kristoff playing charades, which marks an important turning point in the new film.

Cartamundi has launched a Charades Card Game and Charades Board Game with beautiful 3D figurine movers. The company has even had requests for product from the film’s producers.

“Seeing the incredible uplift from the latest trailer fills us with confidence and slight nervousness,” commented Dan King, GM Cartamundi UK. “With excitement so high, I hope we have enough stock to meet demand following the release of the movie.”

You can read more about Cartamundi’s range in this month’s November issue of Toy World, which features an in-depth look at the new Frozen II film and the licensed products on offer.

MGA Entertainment has launched a takeover of the Harrods’ toy department with a pop-up shop celebrating the new Winter Disco range for L.O.L. Surprise!

MGA Entertainment’s collectible brand L.O.L. Surprise! will be showcased in a pop-up shop in Harrods until the 25th November. The takeover features the popular L.O.L. Surprise! core ranges, including the all-new Winter Disco Glitter Globes, Fluffy Pets and Lils, the new O.M.G. Fashion Dolls, and top Christmas items including the Winter Disco Chalet and Amazing Surprise.

Additional items to encourage interactive play include a giant version of the Chalet’s Snow Bus, transformed into a colouring table. Chairs will be placed in this area at key times to ensure children can have fun participating in colouring-in L.O.L. Surprise! Winter Disco themed character sheets. Floor to ceiling TV screens will also be looping the brand’s popular TV commercials of both the core and Winter Disco ranges.

Samantha Wilson, marketing director for MGA Entertainment, said: “This spectacular pop-up shop at Harrods is the perfect way to showcase our popular range of collectibles and fashion dolls to a high footfall of shoppers this Autumn. We believe this will build anticipation and excitement for L.O.L. Surprise!, and the Winter Disco range in particular ahead of the Christmas period, driving sales as the brand continues to captivate children’s imaginations throughout the UK and beyond.”

Smyths Toys Superstores has launched its new ad campaign alongside an Oscar plush toy, in partnership with Great Ormond Street Hospital Children’s Charity.

Smyths Toys Superstores has unveiled its brand ad for 2019. In the new ad campaign, Oscar’s imagination has made the toy store his theatre with a whole cast of iconic performers, including Barbie, Buzz and Woody. Oscar and the toys present a new version of the song If I Were a Toy, showing the magic of the toy store through the eyes of a child.

The ad is supported with an integrated 360 marketing campaign including TV airing on Saturday 2nd November during ITV Celebrity X Factor, Channel 4 and Sky, and a YouTube and social campaign.

Smyths Toys has brought Oscar’s story to life by creating a plush toy of this playful character. The retailer has confirmed it will be donating all the profits from sales of Oscar in the UK to Great Ormond Street Hospital Children’s Charity. It has committed to donating a minimum of £50,000 to the charity.

Sinead Byrne, joint head of marketing at Smyths Toys, said: “We have fallen in love with this character’s imagination, and we hope he captures the joy every child feels in a toy store. This is our third year partnering with the team at Great Ormond Street and it still amazes us the great work that they do all year round which helps kids throughout the UK. It’s a partnership we cherish to help in whatever way we can.”

Amit Aggarwal, director of Corporate Partnerships at Great Ormond Street Hospital Children’s Charity, added: “It’s fantastic that Smyths Toys is supporting us for a third year this Christmas and we’re extremely grateful to all its staff and customers for their generosity. Every Oscar sold will make a real difference, by helping to support seriously ill children from across the UK who are treated at Great Ormond Street Hospital.”

The Oscar plush toy is available from all Smyths Toys Superstores across the UK retailing at just £4.99.

Squishmallow characters including Prince the Pug and Gary the Giraffe were spotted on the set of Coronation Street. 

Squishmallows from Hexbug have been popular this year due to their popularity among kids and adults alike. The cast of Britain’s most famous cobbled street seem equally fond of the latest collectible craze. Prince the Pug, Gary the Giraffe and Humphrey the Hamster took pride of place at Chesney’s house on Coronation Street, where the squishy characters were placed on set.

Squishmallows, distributed exclusively by Innovation First in the UK, has become a popular collectible craze of 2019, with popularity set to continue into 2020 as new characters in different phases and sizes are set to launch throughout the year.

Following the demand for Phase One of Squishmallows upon its UK release earlier this year, Phase Two has just landed in the UK and is available in stores from November, with Prince the Pug being one of twelve new characters hitting shelves. Created by US toy manufacturer Kellytoy, the plush collectible has a soft marshmallow-like texture with polyester, making the characters soft and squishy.

Heather Corbett, marketing manager at Innovation First said: “Squishmallows has been a phenomenal success in 2019, mirroring the huge sales already seen in the US. It was brilliant to see some of our newest Squishmallow characters on a show as notable as Coronation Street. Prince the Pug is currently available in 7.5-inch in retailers everywhere across the UK.”