David Catton, senior buyer at Morrisons, tells Toy World how the company is updating and revamping its toy offering and exploring fresh opportunities within the sector.

According to David, 2023 was a good year for Morrisons’ Toy category. The supermarket chain hit its internal metrics despite the challenges most retailers experienced – poor summer weather and consumer spending concerns chief among them.

2024 is a new year, however, and Morrisons is under new management. Rami Baitiéh, a French businessman of Lebanese ancestry and the former CEO of Carrefour, took up the reins at Morrisons in November 2023. Under Rami’s leadership, the retailer has benefitted from a reinvigorated overall offering. The impact of this is starting to be seen in the supermarket’s sales figures, with footfall also up versus the same period 2023.

Having previously held buying roles at Tesco and Sainsburys, David has been Morrisons’ Toy buying manager for two and a half years out of the decade he’s worked for the retailer. When he moved to Toys just after the pandemic, the team was small: it was just him and one merchandiser. The category was facing turbulence in the logistics industry, which encouraged David’s team to focus its buying efforts on domestic lines instead those shipped from the Far East, but now things are returning to normal, the mix is being rebalanced. Last year the team expanded its headcount to five and pleasingly, senior management at Morrisons has recently identified Toys as a growth category – and therefore one worthy of more time and investment.

Morrisons currently works with around 60 suppliers, 10 of which could be considered primary suppliers, the next five secondary, the following five after that tertiary and the remainder more transactional. The space dedicated to toys in most Morrisons stores is modest, anywhere between a quarter to a half of what you would see in larger competitors, making category delineation tricky. Despite this, the depth and breadth of toys on offer is impressive, with all the top brands represented, and David believes that metre for metre, Morrisons toy sales are very competitive.

To read the full profile, which appears in the May issue of Toy World, click here.

Toy World’s Marianna Casal takes a look at how the Dolls & Collectibles category has evolved and how suppliers ensure their products remain relevant in a crowded market.

Dolls was the fourth largest supercategory in 2023, worth £261m. However, sales are in long-term decline: according to Circana, the supercategory size has reduced by -£68m since 2021. Despite the Barbie movie driving sales last year, the Fashion Dolls category fell in value, as did the Dolls supercategory.

The collectibles market on the other hand grew +6% in value in 2023 and accounted for 22% of all volume purchased, as some companies have elected to pivot and encourage children and parents to embrace collectability in favour of larger, one-off purchases – or to support such items.

Zapf Creation introduced Baby born Minis last year with 24 miniature dolls to collect. Meanwhile, at Magicbox, collectability is being driven by introducing regular themes to its Kookyloos dolls.

Epoch is best-known for Sylvanian Families within the collectible space. Sylvanian Families sets are in the mid to higher price range but even so, the range has remained a best-seller. This is a brand which has enjoyed longevity, proving popular from generation to generation through a combination of nostalgia, imagination and play value. Phil Hooper, managing director at Epoch, explains some of the factors behind the brand’s enduring success to Toy World readers.

Examining how suppliers in this category are staying competitive, we also discuss the latest developments from Magicbox, IMC, Mattel, MGA and Battat, which are just some of the companies  presenting their latest ranges in the wider feature.

To learn more about the latest dolls and collectibles being launched, click here for the full article, which appeared in the May edition of Toy World.

Board Game Club’s first event of 2024 took place on Tuesday 7th May at Century Club, London with a mix of games on the menu, curated by Products of Change.

Inspired by World Earth Day, Board Games Club‘s games menu was curated by Products of Change and focused on game titles from companies who are taking a greener, more sustainable approach to their games’ production and development.

“Working with Board Game Club on its World Earth Day-inspired special was a brilliant opportunity to showcase what sustainability can look like when companies start to get serious about reducing their environmental impact,” commented Rob Hutchins, editor and community manager at Products of Change.

“It was great to be able to talk about sustainability in the context of board games and incredibly interesting and insightful to see how that conversation plays out in a physical setting. There’s a wonderful synergy between design and play and last night’s games menu included a really diverse mix of games that showcased just how successfully sustainability can work alongside creativity to produce brilliant board games that people enjoy playing.”

Board Game Club’s Mary Bobroff, commented: “It was lovely to be back at Century Club for the first Board Game Club of 2024! It was a brilliantly fun evening, and it was great to be able to showcase a real variety of games to our members, all of which were made from companies working in a more sustainable way.

“It was also fantastic to welcome back many familiar faces and meet plenty of new ones too. Our next event will take place on Tuesday 4th June at Century Club, and the games menu is already looking fantastic. We’ll be issuing further details on how companies can get involved in Board Game Club in the coming weeks.”

The Lego Group is set to launch the Lego Architecture Notre-Dame de Paris and Lego Art Mona Lisa, both designed to honour the rich history and heritage of Paris.

The Lego Group has revealed two new products to help bring the magic of Paris closer to home for builders. Fans can start building their very own art collection with the Lego Art Mona Lisa or have a go at the Lego Architecture Notre-Dame de Paris set.

These two global icons of Paris have been unveiled to celebrate the rich heritage and history of the French capital, which has a packed year ahead. The sets are available for pre-order now.

Inspired by the world’s most recognisable painting, the Lego Art Mona Lisa invites art and Lego lovers to recreate Leonardo da Vinci’s masterpiece in 3D. This bold interpretation comprises 1,503 Lego elements and new colour hues to accurately reflect the colours used by da Vinci over 500 years ago before the paint changed with age.

Additionally, the new Lego masterpiece has been designed with a drum-lacquered gold, detachable frame so it can be hung on the wall and displayed.

Milan Madge, designer at the Lego Group, said: “It has been such a pleasure to be part of bringing such a special piece of art history to life in Lego form. The Mona Lisa is obviously world famous, but our familiarity with her can obscure what a groundbreaking work of art this painting is. A culmination of Da Vinci’s lifelong study of science and nature, the Mona Lisa is packed with stories and details that we thoroughly enjoyed researching and implementing.”

Art and Lego fans can find their flow as they build along to The Lego Art Podcast, which will accompany the set at launch on 1st October. Packed with content on the Mona Lisa’s timeless appeal, this episode is hosted by Jack Gardner Vaa, who invited three special guests: Dr. Francesca Borgo (professor of Art History at the University of St Andrews), Jennifer Dasal (host of the ArtCurious Podcast) and Milan Madge (designer of the Lego Art Mona Lisa).

Available on the 1st of June, the Lego Architecture Notre-Dame de Paris makes for the perfect new addition to the home of any fan of travel, history and classic architecture. The building experience and instruction booklet takes the builder on a journey through the architectural evolution of this iconic Parisian landmark, beginning in 1163, when the first stone was laid, through architect Eugène Viollet-le-Duc’s redesign work in the 19th century to Notre-Dame’s majestic appearance before the fire of 2019.

The ability to remove the roof also allows admirers to peek inside the building and admire details such as the rose windows, interior columns, gothic arches, the two towers and more.

Talking about the process behind the new set, Rok Žgalin Kobe, designer at the Lego Group, said: “In designing the Lego Architecture Notre-Dame de Paris, we tried to bring it to life by not only capturing its outward appearance, but the way and the stages in which the original was build. We wanted Lego fans to retrace the architectural journey and evolution of this landmark during its construction, to encourage a deeper appreciation for its real-life counterpart.”

Scalextric has launched a brand-new replica of the flying car from the Harry Potter Chamber of Secrets movie, inviting fans to celebrate the iconic franchise.

Scalextric celebrated International Harry Potter Day on 2nd May this year with the launch of the Harry Potter Ford Anglia 105E edition. Fans of the wizarding world can now embark on a magical journey with the replica of the iconic flying car from the Harry Potter series.

Crafted with meticulous attention to detail, this slot car brings the beloved blue Ford Anglia 105E to life, inviting fans of all ages to relive thrilling moments from Harry Potter and the Chamber of Secrets. Whether zooming around the track solo or competing against friends, this collectible car aims to provide consumers with hours of fun, as they join Harry and Ron speeding towards Hogwarts.

“We are delighted to celebrate International Harry Potter Day with the unveiling of the Ford Anglia 105E,” said Simon Owen, head of Brand at Scalextric. “This accurately crafted replica pays homage to the iconic flying car from the series, allowing fans to immerse themselves in the magic of Harry Potter.”

The Harry Potter Ford Anglia 105E is compatible with all standard size Scalextric track systems, offering racers the freedom to customise their own magical circuits and recreate their favourite scenes from the Harry Potter series.

The Harry Potter Ford Anglia 105E is available exclusively from select retailers and on the official Scalextric website.

Click Europe has opened a TikTok Shop and has welcomed experienced retailer and presenter Edd Charlton to champion the brand online.

Click Europe has launched its first-ever TikTok Shop, selling directly to consumers. Drawing on its family heritage, the TikTok shop has been branded Finch’s Family Toy Shop and will bring together all of Click’s own brand of toys, in addition to clearance and other well-known toy brands.

Click Europe has hired experienced retailer and commercially focused buyer Edd Charlton, who was a former toy buyer for Fenwick Group, as well as an established presenter for TV, online and social channels. Edd has vast experience across TikTok and regularly works on QVC as a guest host, having earned himself the title of The Retail Specialist.

Edd said: “Having worked as a senior buyer for many years, I am delighted to be back involved with the toy industry. I left the retail sector to pursue my dream career in presenting and I continue to love every second. I am extremely grateful to be working across multiple TV channels and social campaigns. When the opportunity came from Click to merge my two careers together I couldn’t say no. I am excited to be bringing live streams and content to the channel.”

Edd will be led by current Marketing director Regan Anderton, with over 25 years experience in direct and digital comms and planning. Regan has been a key part of the Click team for just over three years. Recent successes include Click’s Boppi Round Jigsaw puzzles being featured on ITV’s This Morning for the Children’s Must Have Christmas Gift list, and the successful launch of the company’s Brand Ambassador programme, engaging loyal influencers in long-term collaborations.

Regan commented: “TikTok is a new channel for us to engage with, and so it was important that we found the right person to represent our brand. Edd brings an abundance of energy, fun and has a true passion for toys which will help to pull together all that we have for our growing TikTok community. It’s great to have him on the team.”

Starting with a robust strategy for the platform has been important for Click to ensure a long-term revenue opportunity, but also one that doesn’t hinder its current wholesale relationships. The company will be ensuring discounts are offered as flash sales, through lives and TikTok campaigns, so as not to impact upon RRPs and Google price points.

Managing director Steve Finch, added: “Whilst this is an exciting time for us to push in to retail outside of Amazon, it’s also my key priority to ensure we don’t do anything to negatively impact our current wholesale clients. With the robust strategy we have spent time working on, this will ensure that doesn’t happen. We have big plans for our own brands over the next five years, and it’s exciting to have a great team onboard to go on that journey with.”

John Adams has unveiled a new wave of interactive, battery-powered pets as part of the Zhu Zhu Aquarium collection, which includes six tropical fish and accessories.

John Adams has announced its second big launch of the season, as the company reveals the details of the marketing drive for the hotly anticipated Zhu Zhu Aquarium collection.

Zhu Zhu Pets first took the world by storm 15 years ago, and now the brand is back with land swimming and interactive plush fish. Created by Cepia, this new wave of pets benefits from global marketing support from all territories, including the UK market, where the range has just launched.

The Zhu Zhu Fish Assortment can swim and interact on land, with no need for water. The first series includes six tropical fish, plus accessories. The Starter Set with Fish creates the ultimate coral reef aquarium, is big enough to hold a whole shoal and comes with an exclusive fish. The Submarine Set lets kids pick a plush fish to zoom around in the yellow submarine, and comes with a tunnel ramp that can be connected to other play sets. The Bubble Ball & Surfboard enables Zhu Zhu fish to travel in their bubble and ride the waves on their surfboard.

Zhu Zhu Pets is supported by a creative marketing drive designed to ensure visibility across all media platforms. Covering traditional advertising, TV advertising kicked off from 24th April, coupled with VOD on the Sky networks, with memorable advertising spots to highlight the range to families across the UK.

Influencers such as celebrity couple Sarah and Aston Merrygold are spearheading the campaign, with a family post shared across both their Instagram channels hitting over 300k views, as the collection hit shelves. In addition, YouTuber Zachary Toys and Fun highlighted the Zhu Zhu Aquarium brand with a video that has already clocked up 70k views. Further ensuring the reach of this awareness drive, influencer kits were sent to a large volume of family Instagram channels with varying follower sizes. A second wave has been planned for autumn/winter, which will include experiential activity.

Lynette Leet, marketing manager, said: “Zhu Zhu is the second Cepia created brand we’re currently throwing our weight behind, with Decora Girlz also benefiting from a heavyweight launch campaign. Giving these brands the support they deserve is a huge priority for us this season. For Zhu Zhu it’s critical that we capture the magic of this underwater world of colourful fun and appeal to the full potential of its fanbase, across all platforms possible.

“This initial wave of activity is just the start, with more activity already in the pipeline which will showcase new developments in the range and keep it front and centre in the minds of children, parents and gift buyers.”

For more information about the Zhu Zhu Aquarium toy collection, call John Adams on 01480 414 361 or email sales@johnadams.co.uk.

The brand-new Hug-A-Lumps line features eight unique weighted plush animal characters each designed to ease anxieties, help to calm and focus and promote relaxation.

Driving a new plush sub-category, Zuru has launched the brand-new Hug-A-Lumps weighted plush. Combining the comfort of a weighted blanket with the emotional connection forged by a soft toy, the Hug-A-Lumps plushies are designed to ease anxieties, help to calm and focus and promote relaxation.

Launching with a range of eight characters, with a sub-£20 recommended price point, each Hug-A-Lumps plushie weighs 1.5kg and is made from super-soft velour, complete with tactile features for added sensory benefits.

“Our focus has always been to create toys that are meaningful and enrich play as well as being fun,” said Will Collinson, Zuru general manager UK & Ireland. “This, teamed with heightened awareness around childhood anxiety and neurodiverse conditions, has inspired the new range to offer a comforting companion with a cosy weighted hug.”

Will added: ”While Hug-A-Lumps are targeted at a core primary age demographic, we’re seeing real demand amongst all ages looking for quality, weighted plush that is readily available at an affordable price point. Insights suggest that the teen and kidult markets can benefit, especially during study or periods of exam stress, and Hug-A-Lumps can even help with concentration during the working day, giving life to the brand beyond the traditional toy space.

“We have some stellar plush brands within our portfolio. These include the award-winning Rainbocorns and the UK’s No.1 new property, Snackles (Circana March 2024: YTD), so our sights are set high for Hug-A-Lumps, with a long-term strategy to it becoming an established evergreen IP.”

Suitable for ages 3+, the Hug-A-Lumps character collection includes Dino, Duck, Pug, Kitten, Crocodile, Sloth, Goose and Bunny.

For sales enquiries, please contact sales@zuru.com.