Exclusive: Rubies all dressed up

Published on: 7th December 2023

Dress-up specialist Rubies continues to go from strength to strength, having signed a raft of new licensing agreements this year, released numerous costumes and accessories based on the world’s biggest properties.


Toy World caught up with Fran Hales, head of Portfolio, to find out more about how Rubies is changing the way it’s perceived by both consumers and the trade and why he believes the dress-up and role-play category is the gift that keeps on giving.

Rubies began the year with three successful showcases at Toy Fair, Nuremberg and Spring Fair.

“It’s been non-stop for everyone at Rubies,” said Fran. “We have established and developed our 365-degree plan to provide dress-up and play value all year round, not just in key sales seasons. The strategy will see us provide retail solutions across Europe via a selection of licensed and non-licensed products for our consumers.”

He added: “We’ve also celebrated landmark years with partners such as Disney and Warner Brothers, as we keep moving forward with new development in our current collection and the growth of our licensing portfolio, with the introduction of Hasbro and the World of David Walliams. Going into Q4, we continue to invest in our dropship infrastructure and ability to deliver quality products across Europe. We anticipate a strong Carnival season and are providing gift ideas for the whole family with our range of toyetic accessories.”

On asking Fran whether he expects Rubies’ licences to remain strong in 2024, he said: “It’s exciting to see how far the licensing industry has come in recent years. Healthy competition and changing consumer demands have driven a need for innovation in the form of new and original product. We continuously adapt and pivot the product offerings we can provide. It’s why we’re keen to remind customers of our more toyetic ranges such as our accessories based on Marvel, Star Wars, DC and The Wizarding World.”

Toy World asked Fran plenty more including what Rubies will be showcasing in Nuremberg 2024 and strategy for the coming year. To read the full Q&A, click here.


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