Pps jan feb 2015 rgb

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ISSUE 15 JAN/FEB 2015The B2B Publication For Preschool Products and Retailers

Show Time Toy Fair, Nuremberg, Spring Fair

Page Turner Book Starts Liv Bird

Cool Characters Preschool licensing for 2015

New In Nursery Focus on bouncers and walkers

Digging The Dirt JCB Kids special focus

COVERS_PPS_JANUARY 2015.indd 1 07/01/2015 11:18

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PROGRESSIVE PRESCHOOL 03

Max Publishing Ltd, United House, North Road, London N7 9DPT: 020 7700 6740 F: 020 7607 6411www.max-publishing.co.uk

MARKET LEADING TRADE MAGAZINES

MARKET LEADING TRADE EXHIBITIONS

MARKET LEADING TRADE AWARDS

www.progressive-preschool.com

With the frantic Christmas period behind us, the start of a new year offers the ideal opportunity - both literally and metaphorically - to clean out the cobwebs and make a fresh start.

Its also a good opportunity to take a look back at the last 12 months to see if were on the right track; carrying the best product,

following the best trends and meeting all of our consumers needs.The last year has been an interesting time for the preschool industry and

a quick glance through the news stories and features which made an impact in 2014 shows this is an industry that is constantly evolving, both in terms of the suppliers offerings and the consumers needs.

Each aspect of the preschool spectrum benefits from this positive attitude to change, not least of all the most important link in the chain - the children themselves. Whether they are reaping the rewards of the latest technological innovations or revelling in the creative freedom offered by the latest expert-endorsed toy developments, we can be sure that they are benefitting from the most up-to-date research.

Of course, trade shows are one of the most useful and effective ways of finding out the latest industry developments and trends and - conveniently - this first issue of 2014 will be hitting your desks with plenty of planning time before the show season gets properly underway.

Weve spoken to exhibitors at Nuremberg Toy Fair, London Toy Fair and Spring Fair, and the shows themselves promise to offer a great chance to find out what the underlying feeling is for trade throughout the coming year. With such a wide variety of product out there just waiting to be discovered, preschool retailers have a real opportunity to shine.

To keep you busy on that train to the NEC or flight from Nuremberg weve also taken a look at some other key areas of interest. Booktrust chief executive Viv Bird explained to us exactly why encouraging early years reading is so vitally important - and gives us an insight into the free book programme Bookstart and its power to change lives.

In a similarly educational vein, we spoke to three of the creative names behind a selection of childrens television programmes to find out why they have chosen to focus on the childs developmental needs - and what that means for the shows themselves.

Finally, following on from Novembers Progressive Preschool Awards, we caught up with the independent retail winners to see how their fifteen minutes of fame has inspired trading. The awards will take place on Thursday 12 November this year, and if youre really keen, tickets can be booked by contacting any one of the team.

We look forward to seeing you all at the shows. Until then, stay in touch!

The Progressive Preschool TeamJacqui Parr, Rob Willis, Judy Stevens, Ian Hyder, Jakki Brown, Warren LomaxOur editorial wordsmiths include: Fiona Pavely, Sue Marks, Michelle Board

J A N U A R Y / F E B R U A R Y 2 0 1 5

@prog_preschool

t h i s m o n t h

Progressive Preschool is published by Max Publishing Ltd. Rob Willis - Publisher. Jakki Brown - Editor-in-Chief and Joint Managing Director. Jacqui Parr - Editor. Fiona Pavely, Michelle Board and Sue Marks - Editorial Wordsmiths. Ian Hyder and Warren Lomax - Joint Managing Directors. Judy Stevens - Sales and Marketing. Tel: 020 7700 6740 Fax: 020 7607 6411 Email: [email protected], [email protected], [email protected] Copyright 2012. The publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text.

March/April 2013

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Come visit us at stand H1 at the UK Toy Fair and in hall 10.1 stand B06 and C11 at Nurnberg toy fair!

[email protected]@CartamundiUK/CartamundiUK

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TOP STORY

Christmas 2014 has seen mixed reports as consumers shopping habits continue to diversify. A very successful Black Friday provided a welcome surge in the run-up to the main event, but early sales and online last-minute shopping meant that sales slowed throughout December, and retailers were kept on their toes until the very last second.

According to the CBIs monthly Distributive Trades Survey, which covers the crucial run-up to Christmas, retail sales growth accelerated at the fastest pace for almost 26 years in the fortnight ending 11 December which included the sales-boosting effects of Black Friday which saw many shoppers bringing their Christmas spending forward.

This, in turn, saw three out of four top high street stores starting their sales before Christmas, with discounts averaging 45% on what is generally considered to be the biggest shopping weekend of the year. This had a direct effect on the Boxing Day sales, with footfall figures (from Ipsos) down by

4.7% compared with 2013. Ipsos has also predicted overall footfall for December to be up 0.6% on the same month last year.

Online shopping certainly played a key part for last-minute shoppers. While sales at John Lewis dropped 1.4% (to 126.24m) in the Christmas week, soaring demand for click-and-collect helped break records. One of the first retailers to announce its Christmas figures, Next said sales were up 2.9% in the two months to Christmas Eve. Instore sales edged up 0.5%, while online and home shopping sales were up 7.5%, year-on-year.Above: Christmas shopping crowds in Londons Covent Garden.

PPS takes a look at the recent happenings in the preschool world

The Only Way Is Hamleys

Prestigious toy retailer Hamleys is to open a new toy store in the well-known Essex shopping centre, Lakeside.

The world famous toy retail group has signed up with leading shopping centre operator Intu for a 9,000 sq ft store at Intu Lakeside, due to open in spring 2015.

The new store will be the fourth Hamleys in the UK outside of its flagship London Regent Street shop and will be the third in the Intu portfolio, which already includes stores within Manchesters Trafford Centre and Cardiffs St David shopping centre.

The Meaning Of ChristmasA survey from parenting website Mumsnet found that, for its members, Christmas is all about the kids with 63% saying the best thing is seeing their child enjoy the season.

Over 1,300 parents were asked how they felt about Christmas the joys and stresses, and who took charge of most of the preparations. For many, the worst aspect was the expense (41%) although 46% admitted they love all the preparation. Only 12% said that seeing their children open their presents was the highlight of their Christmas despite 75% taking on the lions share of all the present shopping and planning!

Below:: Its all worth it in the end isnt it?

Frozen ManiaEach year there is a must-have toy which sees parents determined to get the perfect Christmas present for their little darlings. Its no surprise that this year that was a Frozen toy specifically the Frozen Snow Glow Elsa, an interactive doll who sings, speaks and lights up. As retailers were struggling to get more stock in, eBay entrepreneurs were cashing in by charging up to 79.99 a mark-up of almost 130%.

Retail experts at The NPD Group said UK sales of all Frozen merchandise, from dressing up outfits to dolls and jigsaws, exceeded 31m in the early part of Q4. According to NPDs weekly sales data, Frozen has been holding onto the top spot since September.

New items have been launched, production has been increased to meet demand, and sales are getting stronger, said Frederique Tutt, toys global industry analyst for The NPD Group. We counted three Frozen dolls in the five best-selling toys last week alone.

Current movie-licensed Frozen toy sales exceed 31m at retail in Great Britain and are set to beat the all-time record, currently set back in 2010 by Toy Story 3.

Right: The much-desired Snow Glow Elsa doll

from Jakks Pacific.

Top Drawer: 11 13 January Toy Fair: 20 22 January Dot To Dot: 25 26 January Nuremberg Toy Fair:

28 January 2 February Spring Fair: 1 5 February Bubble London: 1 2 February

2015 Show Calendar

The Christmas Report

Driving Home For ChristmasChild safety and mobility company Britax partnered with Good Egg Safety to launch Driving Home For Christmas initiative to provide parents with some useful winter travel tips.

In addition to a 12-step safety guide to help drivers negotiating difficult driving conditions, the initiative also saw Britax host an hour-long Facebook Q&A session with Good Egg Safety in December, with experts answering parents questions on winter road safety and car seats.

Inset:: The iconic British brand offers quality childrens toys and experiences.

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COME AND VISIT TOMY AT London TOY FAIR20-22 January 2015 stand: gallery 610

TO find out more contact KINGSLEY MATTHEWSon 07919491441 or [email protected]

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Ludorum

SEGA / OuiDo !

Disney / Pixar

Jim Henson Pokmon

* Sega Disney Marvel Sanrio Nintendo

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TOP STORY

Gendered toys are on the way out according to two independent pieces of research. The latest survey from Let Toys Be Toys shows that retailers are dropping girls and boys toy categories from their websites, while Jim Wilson, director of Born Gifted, has found that consumers see gender stereotypes as outdated.

Household names such as Tesco, Asda, Boots, M&S, Sainsburys, Hamleys, Ocado and Selfridges have dropped gendered website navigation

since the campaign began.Weve seen substantial changes

on the high street and were really happy to see this positive shift reflected on the web, said Let Toys Be Toys campaigner, Jess Day.

Born Gifted, an online retailer of baby and preschool toys, conducted its own survey of over 500 customers and found that they overwhelmingly shun stereotypes when it comes to buying toys.

Most respondents felt that, while typically aimed at girls, crafts sets (90%) and role-play toys (75%) were just as suitable for boys. Similar results were found for girls enjoying typically boy toys such as science sets (89%) and construction and action toys (67%).

The data also showed that most consumers (76%) are keen to ignore gender stereotypes but feel hampered by outdated stereotypical pink/blue colours. The majority (85%) would like to see more gender-neutral colours used in toy manufacture and packaging.

I was surprised at how strongly customers feel about stereotypes, said Jim, and will certainly be opting more for toys in a gender-neutral colour from now on.

New Face At MothercareLeading global maternity and nursery retailer Mothercare has appointed Richard Smothers as chief financial officer and executive director. Richard, who previously spent 14 years at Tesco, will join the retail groups team on 23 March 2015.

Mothercare has appointed Richard as it continues with its turnaround plan, which has seen the baby products retailer carrying out a rights issue to ensure it has the financial resources to continue with returning the UK business to profitability.

The mother and baby specialist is already making progress in turning around its UK business. In its recent results for the half year to October, it revealed the UK loss was 13.5m (down from 14.9m in the first half of 2014) while international profit remained flat at 25.3m.

Royal RecognitionLondon-based childrenswear brand and retailer Amaia Kids provided some of the clothing worn by Prince George in the portrait shots which were seen in national and international press at the end of 2014.

Amaia Kids, which has a shop in Chelsea Green, London, provided the corduroy shorts and socks worn by Prince George in his new Christmas portrait shots. The extensive coverage of the photographs has seen the brand named in thousands of newpaper and online articles.

We are honoured and grateful that our shorts were chosen for Prince Georges first official Christmas portrait, says Amaia Arrieta, co-owner of Amaia Kids. Below: The Amia Kids shorts sold out online as did the knitted tanktop, from popular British designer Cath Kidston.

Joining The DotsPop-up showroom Dot to Dot London is set to kickstart the a/w 15 season with an eclectic mix of names from across the UKs childrens fashion and lifestyle sector.

New season designs will be shown for the first time on 25 26 January 2015 at the Music Rooms in Mayfair, with more new designers and established labels than ever before.

The third outing for the trade show will see almost 30 UK-based labels across childrens fashion, design and lifestyle sectors.

Weve handpicked brands that excite us and are a great representation of the Uk chldrens deisgn community, said Nicole Frobusch and Carly Gledhill, co-founders. We want to back the uninhibited designers that make the industry sit up and take notice.

Boost For Character WorldAward-winning licensed textiles and homewares business Character World has been the subject of a secondary management buyout, valuing the total business at 36m.

The 16m investment from Manchester-based Palatine Private Equity (in addition to debt facilities of 22m from RBS) will allow Character World to strengthen its position in the UK and capitalise on international growth opportunities.

Manchester-based Character World has enjoyed substantial growth over the past 15 years and has expanded its product ranges significantly. The business recently reported a 31% turnover rise, from 22.3m in 2012 to 29.2m in 2013, with pre-tax profit climbing from 2.96m to 4.22m.

Were extremely excited Palatine will be backing Character World in the next phase of our exciting journey, said Danny Schweiger. Mark and I will continue to run the business and our focus going forward will be on growing our UK business while becoming a successful international company. The future is full of opportunities.Below: Mark and Danny Schweiger, joint managing directors.

Playing Together

Above: Consumers are moving away from pink and blue stereotypes.


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TOP STORY

Consumers are 20% more likely to purchase toys that feature trusted endorsements, according to research carried out by Fundamentally Children, the new home of The Good Toy Guide.

As part of the launch of the play experts rebranding last year, the Fundamentally Children team researched consumer buying habits. The results revealed that, of the 200 parents surveyed, 20% were more likely to purchase a toy that featured endorsement from a trusted

group, such as the Good Toy Guide.The team is now calling on Toy Fair

attendees to get involved in the latest survey. There will be lots of toys bearing Good Toy Guide stickers on display at Toy Fair this year, said Dr. Amanda Gummer, ceo of Fundamentally Children, but in order to gauge how best to help our clients shout about their good toys to their customers, we are carrying out some research at the fair to find out what really does help retailers make their decisions.

The team is looking for companies to help its research by asking retailers a handful of questions about the impact of Good Toy Guide endorsement. Interested parties should email [email protected].

Above: Expert independent play advice for the industry and parents.

Baby Jogger Sells For $210 MillionAmerican consumer products company Newell Rubbermaid has acquired stroller manufacturer Baby Jogger from global private equity firm The Riverside Company for a reported $210 million. The acquired business will become part of Newell Rubbermaids baby and parenting sector, joining Graco and Aprica.

Founded in 1984, leading infant and juvenile product company Baby Jogger which is distributed by Kooltrade in the UK delivered approximately $90 million of net sales in 2014 and has a strong growth track record which is expected to continue.

Trunki Court AppealTrunki has been granted the right to appeal to the Supreme Court after it was announced last spring that that Magmatic, the British firm behind the ride-on suitcase, had lost its fight to block an imported rival range from being distributed in the UK.

In July 2013, Magmatic successfully

sued PMS International, a Hong Kong-based manufacturer, in the High Court for infringing Trunkis design with the Kiddee Case. However, the Court of Appeal reversed this decision in 2014.

The new ruling meant computer drawings would not be offered the same protection as line-drawings. Trunki founder Rob Law argued the ruling would leave more than 350,000 creative British businesses open to copyright infringement and launched a #ProtectYourDesign campaign, calling for the Supreme Court to re-examine the case.

The Supreme Court Case is expected to take place later this year. Left: Rob Law with a selection of Trunki designs.

The Endorsement Influence

Books For BabiesBooktrust, Britains largest reading charity, has teamed up with premature and sick baby charity TinyLife to give books to families of premature and sick babies.

The new partnership will be giving free childrens books to parents with babies in neonatal units across Northern Ireland, ensuring these parents dont miss out on the life-changing benefits of reading to their baby.

Almost 2,000 babies are born too soon, too small or too sick in Northern Ireland every year, and TinyLife offers practical and emotional support. Booktrust has donated 100 copies of Super Duck by childrens

author Jez Alborough, as well as Bookstart baby packs.

For more about Booktrust, see page 65.

Above: (l - r) TinyLife ceo Alison McNulty and Booktrust NI manager Liz Canning. Success in Action Against Kiddee Cases

Asobi Founder Announces Next StepAfter six years at the helm of UK toy wholesaler Asobi, founder Thierry Bourret has stepped down to explore new commercial opportunities and develop the popular Slow Toy Movement.

Bourret founded Asobi in 2008 and the company now has a multi-million turnover generated from retailing high-end toy brands as well Asobis own innovative product line.

Asobi merged with Junction 18 recently, following a distribution deal which was secured back in 2010. It will continue to trade under the leadership of commercial director David Bottomley.Above: Thierry Bourret also founded the Slow Toy Movement in 2011.

Lobbying LegislationThe British Toy & Hobby Association (BTHA) is lobbying UK Government against a draft piece of European legislation, which it claims could significantly increase importation costs for licensed toy sellers.

According to the BTHA, The European Commission has proposed that importation tax should include the cost of the licence, which would recalculate importation tax upwards by the percentage value of the licence on the toy.

The Commission also proposes eliminating the first export sale as a basis for valuing goods sold through complex supply chains, with invoiced sales based instead on the value of the last sale before the goods enter free circulation.

LIMA UK has been liaising with BTHA and some of our members over this draft legislation, said Kelvyn Gardener, president of LIMA. We have also raised the matter with our Member of the European Parliament... and are monitoring the situation closely.

Inset: Baby Jogger is a leader in the premuim stroller market.


Toy Fair - F66 | Spring Fair - H3, J18 | Nuremburg - H1, B-09Fiesta Crafts Ltd - 3 Centenary Road, Enfield, EN3 7UD 020 8804 0563 [email protected]

Ringalings! - Jingly soft teethers New

Fiesta Crafts - Prog. PreSchool - Toy Fair Ed. RHS 15 Dec 2014

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TOP STORY

The Cost Of SleepSleep-deprived parents are reliant on bedtime bribery and commonly resort to giving sweets and television time to their tireless tots, according to a study by Mookie Toys, the company behind Dream Lites and Pillow Pets.

The research, which surveyed over 1,500 parents of kids aged three to six, revealed that sleep-deprived parents are taking drastic steps to get their children into bed. The dubious bedtime tactics include allowing children to stay up and

watch TV until they fall asleep (20%), bribing them into bed with the promise of presents (10%) and even allowing them sweets at bedtime (9%).

Lights out leads to weekly tantrums from one in five (20%) children aged between three and six, while one in six (16%) parents admit to having fallen asleep in their childs room while trying to get them down. All this means a quarter (24%) of parents are unable to recall the last time they enjoyed a good nights rest.

Parents can easily find themselves resorting to TV or bribery to get their children off to bed at the end of a busy, tiring day, said Mandy Gurney, sleep expert and founder of Millpond Childrens Sleep Clinic. Though such techniques appear to work in the short-term, they may have the opposite effect in the long-term.Left: Parents often use bribery to put an end to bedtime struggles.

Toy Fair Party ReturnsThe Alternative Toy Fair Party is returning to Toy Fair for the fourth year, bought to you by Progressive Preschool, ToyNews and Aardvark Swift Recruitment.

The informal party, which takes place on Wednesday, January 21, offers an opportunity for Toy Fair exhibitors and visitors to unwind, network and enjoy a few free drinks after the second day of the show (which takes place 20 22 January).

The Alternative Toy Fair Party will take place in the private function room at the Hand & Flower pub, just opposite Olympia. Tickets are limited, but you can register your interest by emailing [email protected].

Christmas With KurioKD UK spread some early Christmas cheer to some seriously ill children and their families at the end of last year, by delivering a number of Kurio 4S Touch tablets to childrens hospices Noahs Ark in North London and Keech Hospice Care in Bedfordshire.

The tablets were gifted to the community based hospice services, which provide support for children with life-limiting or life-threatening conditions and their families. We are absolutely thrilled with the generous donation made by Kurio, said Mike Keel, chief executive at Keech Hospice Care. At Keech we may not be able to add days to life, but thanks to this help we are able to add life to days.

Tracey Devine, licensing and marketing director at KD UK, said: We were delighted to be able to donate the Kurios to these wonderful charities and help support the staff with the fabulous work they do with young children and their families.

Misirli Makes PlansLeading manufacturer Misirli is delighted to be working with Disney through 2015 across the full Disney portfolio as well as the Marvel and newly-acquired Star Wars franchises.

Other key lines for the firm include Minions, and with the film launching July 2015 the madness is set to continue. Cartoon Networks Adventure Time is also starting to build, while a renewed contract means evergreen property Peppa Pig will continue to form a strong basis for Misirlis licensing activity throughout 2015.

Our creative teams are busy putting fantastic ranges together into autumn/winter 2015 so some fabulous product will be continuing to hit the shelves, said director Kim Bown. And we cant forget Frozen, which is icetastic and we cant let it go!

Technology giant D-Link has appointed bblephant as its UK distributor for the EyeOn range of baby monitors.

Innovative new website BerryClever.com aims to make online shopping more interactive by allowing parents to share advice and reviews on baby products and essentials.

FunFest Blogger Summit is the first networking, conference and brand expo to include children. Toy and entertainment exhibitors will connect with bloggers and conference speakers at Whittlebury Hall on Saturday 25th April. Potential exhibitors should contact Kirsty Barr. www.funfestuk.com.

Planet-friendly clothing brand Kite Clothing has moved into 4,000 sq ft of new office and warehouse space in Branksome, Poole as the business has grown rapidly in recent years.

Joanne Gray, former sales and marketing director at Tomy, has opened the doors to her new marketing consultancy, The Progress Lab. To see how it can make a difference to your business, call 07903 864731 or email [email protected]

NEWS IN BRIEF

Maxi-Cosi Moves Online

Baby product specialist Maxi-Cosi has launched its first ever online shop in response to demand from customers for quick online access to its accessories.

The company which has played an influential role in raising awareness among parents of the importance of correct car seat fitting will sell Maxi-Cosi accessories up to and including the 2014 colour range.

The online shop is a first for Maxi-Cosi and has been set up in response to customer demand, said Andrew Ratcliffe, md of Maxi-Cosi UK. Parents will now have the convenience of being able to buy accessories for their Maxi Cosi products from the comfort of their own home, at work or on the move.

Above: The Kurio tablets will help children living in the hospices.

Inset: Maxi-Cosi is celebrating its 30th year.


TWIRLYWOOS DHX Worldwide. 2015 Ragdoll Productions Limited/DHX Worldwide

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Sleepy Sounds and Soothing Lights....A multi-sensory nursery collection featuring soft-to-touchfabrics, gentle lullabies, soothing lights and a uniquepersonal touch with a specially designedbaby-safe photo holder - perfect for babyto identify familiar faces.

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TOP STORY

Touch Screen Learning

Global Entertainer Expansion ContinuesToy retailer The Entertainer has opened its first store in Azerbaijan, with franchisee The Zeta Group. The 5,500 sqft store at Port Baku Mall opened last month, with children meeting their favourite characters (Hello Kitty, Power Rangers, Darth Vader and Storm Troopers) and enjoying activities including face painting and toy demonstrations.

This is a fantastic looking store, I am certainly very proud of it, said Duncan Grant, founding family member. Looking at the store you would not know if you were in Azerbaijan or in Westfield, London.

Khalig Ildirimzade, chairman of, said: We are very pleased to be working with such a well-known and trusted brand and are truly impressed with its experience, resources and values. The two companies have ambitious expansion plans for the future.Below: The Entertainer store opening at Port Baku Mall.

New Partnership For China Trade ShowsLeading global show organisers Messe Frankfurt and the Guangdong Toy Association (GDTA) will be working together to host two separate but concurrent toy and babycare fairs in China. The new partnership will expand the shows reach, as well as their respective product offerings.

The Guangzhou International Toy and Hobby Fair and the Guangzhou International Stroller and Baby Product Fair will be taking place from 8 10 April, 2015 in the Poly World Trade Center in Guangzhou.

Remote control toys, computer games and software and computer learning

systems will be among the new products at the Toy & Hobby China show. Baby & Stroller China will also extend its offering, which ranges from baby clothing to car seats and infant furniture.

Between them, the two events attracted more than 930 exhibitors and 38,000 visitors last year. The two fairs will occupy an exhibition area of 75,000 sqm in 2015, more than 50% larger than the separate shows.

Story MakerThe winner of toy expert Tomys Story Maker Competition has been revealed to be Stacey Smith, a mother from Stevenage who will be seeing her name in print as she celebrates her win.

The Story Maker Competition was designed to support key characters in the Lamaze sensory toy range by giving parents the unique opportunity to create their very own soft story book.

Staceys winning storyline Poorly Purring Percival will be made into a limited edition soft book which will be launched early this year.

Staceys entry was a hit with all the judges and made a perfect story for little ones to enjoy, said Emma Fryer from Tomy, We wanted to highlight the importance of sharing stories with young children and how reading aloud to your baby is a wonderful bonding activity.

LICENSING LOWDOWN As its 20th anniversary celebrations

begin, Guess How Much I Love You builds on its success following renewal deals with Paul Dennicci (apparel) and Rainbow Designs (plush).

Belle & Boo has partnered with Character World to produce a range of premium bedroom textiles including a 100 % cotton single duvet and pillow launching from February.

Golden Bear has secured the licence for the Forever Friends Nursery range and will be launching a My First nursery range at Toy Fair and Spring Fair 2015.

HTI has launched an extensive range of Disney Frozen wheeled and pocket money toys including bikes, scooters, loom bands sets and assorted musical and novelty lines.

Penguin has acquired publishing rights for Hey Duggee, a new preschool childrens television programme created by Studio AKA for CBeebies and BBC Worldwide.

Jumbo Games has signed a deal with Sesame Workshop via UK licensing agent CPLG, to produce a range of The Furchester Hotel puzzles and games for launch a/w 2015.

CBeebies controller Kay Benbow has commissioned a third series of Fremantles hit preschool action adventure series Tree Fu Tom, for transmission in 2016.

Icelandic preschool property and giftware range Tulipop will be launching its debut collection of preschool toys at Spring Fair this year.

Above: Technology plays a central role in childrens development.

Touch-screen technology could be a vital new weapon to combat low literacy in boys and disadvantaged children aged between three and five, according to new research from the National Literacy Trust and learning company Pearson.

The research showed that children in these target groups often read stories on a touch-screen for longer than they read printed stories and spent more time on educational activities than on entertainment. The findings highlight the

increasingly significant role that technology plays in the lives of under-fives:X 91.7% of children aged three to five

have access to touch-screen technology at home.

X Access to touch-screens in early years settings has doubled since 2013 (from 22% to 41.3%).

X Nearly a third of all parents (30%) say their children read stories on both a touch-screen and on paper compared to 70% of parents who say that their children read books only.

X The new findings also indicated that young children have a wider vocabulary if they read stories in both print and onscreen, compared to those who dont use technology.

Childrens early language and vocabulary skills lay the foundation for their future success and it is crucial that we recognise the opportunities technology brings for engaging boys and disadvantaged children in reading, said Jonathan Douglas, director of the NLT.

Inset: The new partnership will benefit both shows.


Best Supermarket Retailer Best Multiple Retailer Best Mixed Retailer Best Department Store Retailer Best Online Retailer Best Retail Initiative Best Independent Nursery Retailer Best Independent Apparel Retailer Best Independent Toy Retailer Best Independent Gift Retailer

Best Preschool Essentials Range Best Preschool Publishing Range Best Preschool Outdoor or Activity Range Best Preschool Home or Furniture Range Best Preschool Mobility Range Best Preschool Apparel or Accessories Range Best Preschool Toy or Games Range Best Preschool Gift Range The Innovation Award

The Marketing Award (best consumer/trade PR/promotions/advertising/ marketing campaign) The Outstanding Achievement Award Best Wholesaler or Distributor Award

Categories

The Retail Award Categories

The Product Award Categories

Special Awards

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Please contact Clare Davies, Createvents Ltd:T: 01183 340085

E: [email protected] W: createvents.co.uk

www.progressive-preschool-awards.co.uk

For ticket information

The Progressive Preschool Awards take place on Thursday 12th November 2015, at The Dorchester Hotel in Mayfair, London.

Now in their third year, this hugely popular awards ceremony sees all sectors within the preschool aged product and retail sector coming together to network, celebrate, and enjoy.

The Progressive Preschool Awards include retail and product categories, marketing, innovation, as well as some new recognising individual and company talent within the trade. The nomination, voting and judging process differs for each of the various categories to ensure that the utmost

integrity is maintained to the highest level.

All entry forms will be live on the website from February 28th - visit www.progressive-preschool-awards.co.uk, where you can also sign up for the newsash to be kept

informed of the awards and other industry news.

All product award categories will be judged in person by an extensive panel of retail buyers. Companies can enter product ranges that have been launched at retail between 16 July 2014 and

15 July 2015. By launched, this means on sale with a third party retailer during this period.

The closing date for product entries is Friday 7 August 2015. An entry is made by sending a physical sample with the entry form completed and attached.

All retail award categories will involve an exhaustive poll of trade suppliers, manufacturers, and agents,who are encouraged to nominate retailers who have excelled in the preschool sector in the last year. This

nomination process is followed by a validation process by a panel of industry experts.

The closing date for retailer nominations is Tuesday 1 September.

The Marketing Award (which covers marketing, PR, and promotional activity) will involve onlinesubmissions by companies with all entries being judged by a panel of marketing and promotional

experts, who will arrive at the nalists and the winner.


NEW awards for 2015:* Best Wholesaler or Distributor of preschool product: Open nominations from both manufacturers

and retailers, to recognise excellent service to the trade.

* The Outstanding Achievement Award: Nominated by industry peers for outstanding contribution toones own company, retail or service, or to the industry at large.

The closing date for the Outstanding Achievement and Wholesaler or Distributor awards is Tuesday 1 September.


016-017_PPS_JANUARY 2015.indd 2 07/01/2015 11:08

Best Supermarket Retailer Best Multiple Retailer Best Mixed Retailer Best Department Store Retailer Best Online Retailer Best Retail Initiative Best Independent Nursery Retailer Best Independent Apparel Retailer Best Independent Toy Retailer Best Independent Gift Retailer

Best Preschool Essentials Range Best Preschool Publishing Range Best Preschool Outdoor or Activity Range Best Preschool Home or Furniture Range Best Preschool Mobility Range Best Preschool Apparel or Accessories Range Best Preschool Toy or Games Range Best Preschool Gift Range The Innovation Award

The Marketing Award (best consumer/trade PR/promotions/advertising/ marketing campaign) The Outstanding Achievement Award Best Wholesaler or Distributor Award

Categories

The Retail Award Categories

The Product Award Categories

Special Awards


Please contact Clare Davies, Createvents Ltd:T: 01183 340085

E: [email protected] W: createvents.co.uk

www.progressive-preschool-awards.co.uk

For ticket information

The Progressive Preschool Awards take place on Thursday 12th November 2015, at The Dorchester Hotel in Mayfair, London.

Now in their third year, this hugely popular awards ceremony sees all sectors within the preschool aged product and retail sector coming together to network, celebrate, and enjoy.

The Progressive Preschool Awards include retail and product categories, marketing, innovation, as well as some new recognising individual and company talent within the trade. The nomination, voting and judging process differs for each of the various categories to ensure that the utmost

integrity is maintained to the highest level.

All entry forms will be live on the website from February 28th - visit www.progressive-preschool-awards.co.uk, where you can also sign up for the newsash to be kept

informed of the awards and other industry news.

All product award categories will be judged in person by an extensive panel of retail buyers. Companies can enter product ranges that have been launched at retail between 16 July 2014 and

15 July 2015. By launched, this means on sale with a third party retailer during this period.

The closing date for product entries is Friday 7 August 2015. An entry is made by sending a physical sample with the entry form completed and attached.

All retail award categories will involve an exhaustive poll of trade suppliers, manufacturers, and agents,who are encouraged to nominate retailers who have excelled in the preschool sector in the last year. This

nomination process is followed by a validation process by a panel of industry experts.


The Marketing Award (which covers marketing, PR, and promotional activity) will involve onlinesubmissions by companies with all entries being judged by a panel of marketing and promotional

experts, who will arrive at the nalists and the winner.


NEW awards for 2015:* Best Wholesaler or Distributor of preschool product: Open nominations from both manufacturers

and retailers, to recognise excellent service to the trade.

* The Outstanding Achievement Award: Nominated by industry peers for outstanding contribution toones own company, retail or service, or to the industry at large.

The closing date for the Outstanding Achievement and Wholesaler or Distributor awards is Tuesday 1 September.


016-017_PPS_JANUARY 2015.indd 3 07/01/2015 11:08

BOOKING FORM

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Please note: price includes drinks reception, three course lunch and celebrity hosted awards ceremony. All otherbeveragesincluding table wines are additional which are ordered with and charged by the venue directly. Full details inyourconrmation email which will be provided following receipt of a signed booking form..

to the sum of

Please note: ALL INVOICES MUST BEPAID 30 DAYS FROM INVOICE, TICKETSWILL NOT BE SENT UNTIL PAYMENT ISRECEIVED. This means that we can onlyprocess bookings that require us toissue invoices until 15 October 2015.For bookings made after this date eithera cheque or credit card is required.

Made payable (INCLUDING VAT) to:Max Publishing LtdPlease send to:The Progressive Preschool Awards2015c/o Createvents Ltd450 Brook Drive,Green Park, ReadingRG2 6UU

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The 2015 Progressive Preschool Awards will take place during a lunchtime ceremony at the Dorchester Hotel, Park Lane London onThursday 12 November 2015.

To conrm your attendance, please carefully complete this booking form and return to Createvents.

Allocation of tables are made on a rst come rst served basis.

For table bookings & event logistics:Contact: Mandy Biddle, +44 (0) 1183 340 085Email: [email protected]: The Progressive Preschool Awards c/o Createvents Ltd, 450 Brook Drive

Green Park, Reading, RG2 6UU

For entry nomination& Sponsorship enquiries:Contact: Ian Hyder, +44 (0) 207 7006740Email: [email protected]

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Bookings will be conrmed upon receipt of a completed booking form. By signing this form youauthorise Createvents Ltd on behalf of Max Publishing Ltd to proceed with your booking, and youacknowledge and understand the cancellation policy as follows: Notication of cancellation must be made in writing to: The Preschool Awards, c/o Createvents Ltd, 450 Brook Drive, Green Park, Reading, RG2 6UU No refund will be made/full payment will be required for Cancellations received after 12 October 2015 Cancellations received on or before 12 October 2015 will be accepted and refunds will be given less a 15% administration charge

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Max Publishing Limited will use your information for administrative purposes and analysis. We may share your information with carefully selectedthird parties. We, or they, may send you details of other goods and services which may be of interest to you. The information may be provided by letter,telephone or other reasonable method of communication. [ ] Please tick this box if you do not want your details to be shared with carefully selectedthird parties. Max Publishing, United House, North Road, London N7 9DP

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019_PPS_JANUARY 2015.indd 1 05/01/2015 18:04

020_PPS_JANUARY 2015.indd 1 31/12/2014 14:37

Early 2014Looking back to the first half of 2014, the nursery sector saw steady growth with a 1% increase in value, while volume has developed more substantially.

The three main categories which drove this growth included feeding, bathing and transport. Conversely, bedding and towel value sales fell by 4%, while cots and cot beds became cheaper (at an average price of 68), which led to a 9% value drop, depsite constant volume sales.

The growth seen in the first half of the year can also be seen within the hardware market, and baby monitors were the fastest growing sector with an 11% volume growth. However, strollers were the overall value winner, with 15% growth.

An average price of 61 was spent on car seats in the first half of 2014, which was a 10% increase compared to the same period last year. The Isofix fitting system is becoming an important feature, with 1 out of 5 spent on this in Q2, 2014. As the new safety guidelines are implemented in Europe, we can expect an increase in the sales of these sturdy fitting systems.

Overall, the first half of the year showed that the nursery sector continued to grow, although the value growth had slowed to 1%. Innovation and value for money were key drivers as parents look for deals and were prepared to pay more for feature-rich products.

Q3 2014The total nursery sector saw an increase of 8.1% in Q3, 2014 as compared to Q3, 2013. While there was a 3.2% growth over the last 12 months (as compared to the

As one of the worlds largest market research companies, GfK offers retailers and suppliers valuable insight into the way people live, think and shop. Here, nursery account manager Tullika Bhalla takes a look at some of the highlights from the last year.

period Oct 2012 Sept 2013), Q3, 2014 has seen growth accelerating.

The value share of the various categories remains constant. Bathing and feeding have had strong growth in Q3, and bathing categories grew by over 17% with hygiene and towel products experiencing uplift. Other areas that were driving the nursery sector during this period were thermometers, carry cots/cribs and harnesses/reins.

The nursery hardware sector has also had a strong performance in the third quarter. Within this sector, highchairs and car seats have emerged as the fastest growing categories, while the

volume growth of strollers has slowed

(when compared quarter-on-quarter). Parents were not purchasing as many strollers, but they were prepared to pay a premium price.

Car seats are one of the fastest growing categories in this sector. With a 14% quarter-on-quarter volume growth, (Q3, 2014 vs Q3, 2013), the awareness of safe driving is definitely on the rise, with Isofix accounting for more than 2 out of every 5 spent on car seats in this quarter. While iSize regulations have been introduced recently, sales have been significant and they now account for 2% value share of the car seat market.

A YEARIN FOCUS

Top: Nursery equipment sales are not seasonal, but there has been a significant rise in recent months. Middle: Year-on-year growth by category shows the increased popularity of swings in Q4. Bottom: Sales of nursery equipment such as bouncers and walkers in generally in decline.

Inset: Baby swings are a growing category.

T The nursery equipment market, which includes bouncers, walkers, swings and other exercisers, has seen an overall sales decline during the last year, largely driven by poor performance in the key door bouncers/exercisers category.

T Within the equipment sector, there has been a value growth of 3% in the last 12 months (figures from Nov 2014), however, this has been mainly driven by swings and other baby equipment.

T Play dens and door bouncers/exercisers continue to decline in value, while baby swings continue to do well, with more than 14% growth. Bouncing cradles and rocker seats make up a 40% share of the total nursery equipment value sales. The next largest sector is walkers, which makes up 25% of the market sector.

T However, Q4 (so far!) has seen sales improve significantly, with a 10% growth to November 2014.


INDUSTRY INSIGHTS

Walkers and Bouncers

24.6(%)

18.4

-4.8 -7.2 -5.2

(%)

-12.4 -15.6

14.5

-1.5-4.6

21_GfK.indd 21 07/01/2015 10:19

Enesco Limited, Head Office & Customer Services, Brunthill Road, Kingstown, Carlisle, Cumbria, CA3 0EN Tel: 01228 404022 Fax: 01228 404041 email: [email protected] Overseas Customer Services: Tel: +44 1228 404066 Fax: +44 1228 404080 email: [email protected]

International Spring Fair1st5th February 2015Hall 5 E04/F03 & F04/G03

Frederick Warne & Co., 2015. GUND 2015

peek-a-boo peter

Press Peters foot and listen to him

giggle, and encourage you to play peek-a-boo

with him!

en5099 pre-school ad.indd 1 10/12/2014 11:07022_PPS_JANUARY 2015.indd 1 28/12/2014 18:23

I believe you excel in what you love, and it was with this in mind that I pursued a career in commercial design specialising in toys, gifting and brand within retail. We all have fond memories of a particular toy from our childhood, and being part of the toy industry has enabled me to recreate some of my favourite memories. Many of our recollections are associated with one or more

of our senses: the smell of freshly cut grass, a rainbow on a summers day or the song you sang (over and over again!) with a childhood friend.

The sensory stimulation triggers a flashback memory to those special times and toys are equally emotive

my colourful construction block set, giant marble run, extreme bouncy ball, well-loved soft toy and inflatable reindeer each conjure up an emotive story of their own. Maybe my formative years among the multi-coloured blocks influenced my career path. Who knows!

BEGINNING A CAREER IN TOY DESIGNMy journey began at Falmouth University studying Sustainable Product Design. It was here I discovered my passion for design and how it can work within a community. Its not just about functionality; its about impact and purpose.

Moving to London helped me make the transition from conceptual designer to FMCG

PPS newest columnist Stacey Dix introduces herself and explains why she believes the responsibility to ensure the next generation has access to the most efficient and beneficial play tools lies in our hands.

design for retail. This opportunity came about as a result of winning the Design & Art Direction yellow pencil award for my renewable energy playset: Sustainable Futures. From this, I spent a number of years working as part of the Hamleys own-brand team developing new ranges of toys predominantly for the baby and preschool markets, which gave me a good grasp of what has the potential to be successful.

Its very easy for designers to become detached from their end goal and start designing for designs sake rather than to meet a specific need. It is important to keep in touch with the consumer base and demographic and so I get involved with volunteer programmes, workshops and mentor other students working on play theory projects to keep me in touch with the final result. Sometimes though, its all about natural instinct just like children in play.

A SHARED RESPONSIBILITYWe all have a responsibility to supply the most efficient and beneficial play tools for the next generation and a toys ability to influence methods of play and stimulate creativity is a major factor in its success. Children must engage with a toy if they are to play with it to the full potential. The toy should hold their attention and give them fuel to exercise imagination in open-ended play. It should encourage adventure with no preconceived knowledge and it should fully engage their senses.

Getting the balance right in a toy which teaches cognitive, social and emotional, physical, creative or linguistic skills has never been more

LEARNING ABOUT PLAY

A DESIGN FOR LIFEHamleys brand design manager and toy designer, Stacey Dix has a special interest in preschool product and play and is perfectly placed to share her insights and thoughts about play theory and creative play patterns.


Continued on page 25

Above: Hands-on research is an important part of keeping in touch with the market.

Inset: Stacey was the driving force behind Hamleys Traditionals, an own-brand range of 37 classic and wooden toys, including bricks, pull-alongs and even a spinning top.

23_25_Hamleys_V2.indd 23 07/01/2015 10:21

Contact details: [email protected] 01623 237 433Contact details: [email protected] 01623 237 433 www.nenucofamosa.com

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0063 Nenuco ad-Progressive Pre-school copy.pdf 1 12/21/14 9:13 PM

024_PPS_JANUARY 2015.indd 1 31/12/2014 14:19


important. The most effective structured toys we give to our children teach core skills by focusing on strong play patterns and sensory play. These skills include problem solving, motor skills, hand-eye co-ordination, shape sorting, alphabet learning, and numerical recognition, role-playing, sound and colour recognition. All of these are vital for early years development.

IMPORTANCE OF FREE PLAYAs much as structured play is a key requirement for the younger years, unstructured imaginative play or free play is equally valuable. Parents often ask, whats better for my child? My response is usually a healthy balance of both. Someone recently highlighted to me that its not for us as adults to show children how to play during this unstructured time all they need is permission. If the child finds a solution to a problem during play, they are more likely to remember that milestone rather than the object produced as a result. My favourite free play toys include modelling clay and construction blocks. I also cannot forget my beloved Spirograph and Etch-a-Sketch!

The other old favourite is the cardboard box. Parents often joke about the packaging being more entertaining than the toy inside, but its often true. If the actual product is over-engineered and structured so that there is no room for creativity, the child will often divert its attention elsewhere.

ART OF PLAYHowever, not all children have the same level of creativity they are all unique and so play in different ways. Toys are tagged as high-realism or low-realism based on how much creative freedom they give a child. You can then match this up with a high-fantasy child (who would be more content with the cardboard packaging) or a low-fantasy child. Obviously these are on a moving scale and there will be a perfect toy out there for any child. This is why there is such an eclectic mix of toys available! Does anyone else remember making swords, shields or dens with card, brown tape and foil?

As much as structured toys teach vital skills preparing children for adulthood, unstructured play teaches them valuable lessons as well. Examples include building self-esteem, independence, open-mindedness, positive attitude to change, taking ownership and responsibility over actions, and also maybe most importantly being innovative. I dont think it matters what type of play a child is doing, as long as they are fully engaged and focused in the art of play. A BRAND EVOLUTIONI have been fortunate enough to pursue a career that is entertaining, rewarding and keeps me on my toes. But as the world is changing and evolving around us, so too are the toys we give to our

children as they mirror society. We, as adults designing tools to aid kids development, need to keep up with these changes. To help me do this, I made the decision a few years ago to study for a masters degree at Saint Martins with a specialism in consumer behaviour and user-centred design, which gave me a strong brand marketing foundation and made the switch to brand design, continuing with my toy design responsibilities, in 2010.

Now, I always look to understand the bigger picture before embarking on designing a product. I ask myself where does this sit in the overall

story? The better the fit, the higher the product longevity and overall popularity with the children themselves. And as a toy designer, thats the Holy Grail!

Continued from page 23

A DESIGN FOR LIFE

Above: A box or a bus? This child says the latter. Below: Stacey has worked in creative toy design for the last decade, but is still influenced by her giant marble run (bottom).

23_25_Hamleys_V2.indd 25 07/01/2015 10:21

Disney FrozenSticky Mosaics

Anna & ElsaOSM11442

Disney Frozen Sticky Mosaics

Anna & Elsa Single OSM11440

Disney Frozen Sticky Mosaics

Olaf Single OSM11460

Disney Frozen StickyMosaics Sparkling (3 different designs)

OSM11446

asobitoys @asobi_toys

www.asobi.co.ukT: 01628 200077 E: [email protected]

See us at

Toy FairGallery 120

Asobi Jan FP 2015:Layout 1 06/01/2015 10:38 Page 1

028_PPS_JANUARY 2015.indd 1 06/01/2015 11:56

In the Public Eye

In Media Watch, Progressive Preschool takes a look at the consumer press to see what parents will be splashing their cash on over the coming months.

JAN2015

A Christmas CaterpillarThe pre-Christmas gift lists are always a good way to ensure coverage at a busy time of year, and this feature in Decembers issue of Mother & Baby was no different.

Focusing on the under-twos, it included Goldbugs Very Hungry Caterpillar neck support and John Cranes Tidlo stacking blocks.

TransformerIn addition to its numerous awards and accolades, CuddleCos Doona is also getting its props in the press. Seen here in the Telegraph magazine, the clever piece of travel kit is described as

sounding too good to be true in a feature focusing on

childrens travel essentials.

Going GreenThere is no doubt that having a baby involves a lot of waste just look at all those wet wipes and nappies. So both the December issue of Mother & Baby and a feature in The Observer decided to draw attention to Greentoms recycled strollers for parents trying to do their bit for the enviroment.

Animal MagicThese beautiful polar bear shoes from Daisy Roots were featured in the Green Parent magazines Christmas gift guide, as was a gorgeous rolling wooden pull-along rabbit from Bajo wooden toys. Consumers were directed towards PPS retail finalist Green Owl Toys to get their very own bouncing bunny.


29_31_Media Watch.indd 29 07/01/2015 10:22

Strawberry Shaped Chalks

Bunting Kit

Paper Chain Garlands

Card Making Kit

The Very Hungry Caterpillar

Crafty Kits For Kidswww.wildandwolf.com Tel: +44 (0)1225 789909 Email: [email protected]

Visit us atSPRING

FAIR15 Feb, Hall 6

H42/J43

NEC Birmingham

See the exciting range from Wild & Wolf at SPRING FAIR

Come and see us at Spring Fair - Hall 3, E 10 www.bouncemarketing.co.uk

Beautiful gift and novelty books for children.

Boxer Books Boxer Books Priddy Books

Old Barn BooksPublications International Publications International

Priddy Books

Bounce Prog Preschool Spring Fair 2015 Issue.indd 1 05/01/2015 08:55:45

030_PPS_JANUARY 2015.indd 1 05/01/2015 18:42

Best Foot ForwardThe lovely designs and soft leather styling from Starchild

Shoes makes them instantly recognisable, colourful and fun, according to this piece in the NCT magazine, a dedicated publication from the national parenting charity National Childbirth Trust.


Family TimeIf theres one thing that can be said about Christmas, its that its a time for families so its no surprise that classic toy brand Sylvanian Families got a lot of pre-Christmas publicity, featuring in gift guides everywhere, from The Guardian and The Independent to Prima Baby.

Along For The RideThis feature on baby carriers in Decembers issue of Prima Baby focused on sturdier carriers, ideal for long walks and rough terrain. LittleLifes Ranger Carrier, which lasts until the child is three -years-old, was awarded five stars for being smart, sturdy, ultra-light and affordable.

Game TimeStaying firmly within the Christmas theme is this coverage for Jumbo Games, with a Peppa Pig hide and seek game and mini-puzzles. The games were highlighted in Novembers issue of Good Housekeeping and seasonal publication The Christmas Magazine, showing that Peppa is as popular as ever.

Going WildIts definitely time to wrap up warm and that goes for the kids as well! This December feature in The i looked at the best childrens ski coats available on the market. Kosi Kidz Alaska Parka was described as being real quality, and ideal for young children who are likely to spend much of their time in the snow!

MEDIA WATCH

Whos Who?The PR companies, distributors and suppliers featured in this issue of Media Watch are: Bertelli Communications (Goldbug), Pittilla PR (John Crane), Bump PR (CuddleCo and Greentom), Shrewd PR (Daisy Roots), Green Owl Toys, Highlight PR (Sylvanian Families), mi PR (Jumbo Games), Skookum (LittleLife and Kosi Kidz), Starchild Shoes.

JAN 2015

29_31_Media Watch.indd 31 07/01/2015 10:23

Dig the adventure

My First JCB brings machines to life for young children and welcomes them into an amazingearthmoving world.

The ultimate brand for energetic young explorers!

www.jcbexplore.com

01889 593499 [email protected]

J.C. Bamford Excavators Limited

0438 - JCB Consumer Products DPS v2.indd All Pages 18/12/2014 16:50032-033_PPS_JANUARY 2015.indd 2 28/12/2014 18:44

Dig the adventure

My First JCB brings machines to life for young children and welcomes them into an amazingearthmoving world.

The ultimate brand for energetic young explorers!

www.jcbexplore.com

01889 593499 [email protected]

J.C. Bamford Excavators Limited

0438 - JCB Consumer Products DPS v2.indd All Pages 18/12/2014 16:50032-033_PPS_JANUARY 2015.indd 3 28/12/2014 18:44

Inset: Tough kids need a tough brand. Below

left: Sam Johnson, senior licensing manager at JCB

Consumer Products.


MY FIRST JCB

ROUGHReadyAnd

The unmistakable yellow and black of JCBs construction vehicles helps mark them out as machines with a difference. Celebrating its 70th anniversary in 2015, a number of high profile global events will help to drive awareness of this world-recognised brand and its successful preschool programme.

Basing collections of preschool product on the very adult world of construction and engineering is not the anomaly it might first appear. From fire trucks to kitchens, very young children have always been fascinated with the grown-up world that surrounds them, meaning that play patterns which allow them to enter that world are also popular.

Having a strong preschool brand is really important for our overall business, explained Sam Johnson, senior licensing manager at JCB Consumer Products. If we can thrill young fans at an early age and engage with their parents it establishes a firm connection that we can build on both fronts.

The true strength of the preschool brand is that it does not rely on TV ratings

and scheduling, as Sam points out. It is born from real earthmoving machines that children see, and builds on the parental trust associated with the brand, he said. And in the preschool sector the brand/product needs to have that parental approval in order to work in the mid- to long-term.

The dedicated preschool offering, My First JCB, was first conceived in 2007 when JCB was approached by Golden Bear with a view to creating a talking character-led range of toys. The collection which now has over 20 licensing partners continues to inspire young imaginations with colourful, tough preschool product based on real life JCBs, and the characterisation of Joey JCB and the rest of the My First JCB team (such as Doug Dumptruck, Freddie Fastrac, Dan Dozer and Rex Roller) creates a friendly first engagement with the brand for young fans.

After making its debut at 2008s Toy Fair in London, with a JCB-sized display on the Golden Bear stand, the launch was followed up with its first outing at the Brand Licensing Europe (BLE) show in the same year.

The first new partnerships were made at that show, and the licensing programme has grown ever since. All key categories are covered, with partners including

ALL ABOUT JCB

JCB is the worlds largest privately-owned construction equipment manufacturer.

The company is worth $4.5 billion and has over 10,000 employees worldwide.

JCB is Europes number one construction brand by volume.

The brand has 90% consumer brand awareness in the UK.

35_37_JCB.indd 35 07/01/2015 10:23

036_PPS_JANUARY 2015.indd 1 06/01/2015 19:58


Golden Bear (master toy), Smith & Brooks (apparel), Igloo Books (publishing), Aykroyds & TDPL (nightwear and underwear), William Lamb (footwear) and Kidsaw (bedroom furniture).

The brand which features consistently in the top five preschool vehicle toy brands in the UK is bolstered through a number of dedicated My First JCB initiatives, including Golden Bears television advertising, retail campaigns (such as Asdas half-term promotion), social media online activity and targeted PR campaigns like the recent JCB Kids Fresh Air Campaign which was nominated for a Progressive Preschool Marketing award in 2013.

In addition to this activity, My First JCB is almost unique in that the brand is also supported by any marketing and publicity generated by the core JCB company whether thats Dancing Digger displays, world record-breaking diggers or JCB machines popping up on TV.

2014 was a big year for the My First JCB brand, said Sam. A refreshed logo and brand new look has re-energised our toy range, outerwear clothing has grown over 70% year on

year and we have continued to diversify our secondary category offering.

Golden Bear was the first to roll out the new look which aims to emphasise the early preschool appeal of the brand across its toy range. All other My First JCB partners will be adopting the new look in their product and packaging throughout 2015.

The My First JCB brand has also been a big hit at retail, and the major success seen at George @Asda for outerwear over the last two years means that it is now a key toddlerwear brand for the retailer. JCB has supported Asda with in-store activities and giveaways and in turn the brand has benefited from brand-specific graphics and signage.

My First JCB has really excelled in the outerwear, accessories and

wellington boots categories, said Sam, which underlines

how parents recognise and trust our brand

when it comes to getting children outdoors. Our real machines are designed and built

to cope with all sorts tough environments and those same

associations are carried through to dressing children for rough and tumble of day time and outside play.

This success in the apparel sector

has spurred the creation of regular style and trend guide updates for all key partners, such as The My First JCB Joey toddler bed, which performs very well for a broad section of retailers.

Sam also highlighted Dreamtexs fully shaped Joey JCB duvet cover as a great example of licensees creating something innovative within their sector.

New partners in the greetings, back to nursery/school, baby gifting and arts and craft categories are to be announced in early 2015, and these new partnerships and products will further strengthen My First JCBs overall portfolio. We have a fleet of new partners, said Sam, including the likes of Gemma International, all set to launch during 2015. This year is set to be a bumper one for us as we celebrate 70 years of the parent JCB brand. Our existing licensee and retail partners will be capitalising on the anniversary with a truck-load of new ranges.

The new lines and refreshed collections will be backed up by a full convoy of events, experiences, PR, social media and promotions. All designed to ensure the brand continues to make a JCB-sized impression on its youngest fans and their families.

MY FIRST JCB

Above: Golden Bears Big Wheeler range has been expanded for 2015 to include Freddie Fastrac alongside existing favourites Doug (pictured) and Joey. Left: With apparel, toys, games and a whole host of other product, My First JCB makes a strong in-store impact.

One of JCBs most notable initiatives is its long-term partnership with Diggerland Theme Parks. We have a great relationship with Diggerland UK and now Diggerland USA as well, said Sam. Most of the parks are geared around families engagement with JCB machines, with a great philosophy of encouraging children and adults to get out whatever the weather and have a go on machines that most people never get to try. The busy gift stores carry a good spread of our licensed kids and collector ranges and they help deliver our brand into the hands their customers of all ages. Its win-win!

GET DIGGING

Our My First JCB range is now into its eighth year and the brand continues to go from strength to strength. Last years introduction of bright new colours, packaging and kid-tough styling has been a sure hit at retail and we have lots of new and exciting products in the pipeline for 2015. The construction-based range is perfect for little hands with big imaginations!Christine Nicholls, vice chairman, Golden Bear

TOUGH TOYS

Above left: Best foot forward shoes and wellies from William Lamb. Above: Dreamtexs fully shaped Joey JCB duvet cover.

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JCB consumer products.

1/ AMSCANAmscan have a fantastic range of My First JCB inspired items for celebrations that young fans will dig. The 14 piece collection comprises tableware, decorations, favours, balloons and even construction hats. The designs are bold, friendly and colourful, and feature the main character - Joey JCB. www.amscan.co.uk01908 288500

2/ IGLOO BOOKSJCB 501 Things to Find features over 500 JCB themed items to find. Filled with bright and fun JCB characters, this is a fantastic book that is beautifully illustrated and will keep children entertained for hours.www.igloobooks.com01604 741116

3/ GOLDEN BEAR

My First JCB Big Wheeler Joey is a super-sized kid tough character. Pull his exhaust to lift the front scoop or lift the rear digger bucket for added play. His chunky big wheels are ready for any indoor or outdoor challenge. Also available is the My First Big Wheeler Doug Dumptruck.01952 608308www.goldenbeartoys.com

4/ KIDSAWThe new JCB Playbox is a bright and bold toy box which doubles as a play station. Construction loving children will love the growing My first JCB bedroom furniture range from Leicester based Kidsaw including first

and single beds, rooms in box, table and chairs and JCB push along.01455 848969www.kidsaw.co.uk

5/ WILLIAM LAMBThe My First JCB footwear collection from William Lamb mixes fun JCB graphics with robust and hard wearing designs to keep all young digger fans happy. Bright Yellow wellies, sturdy back to school shoes and cosy character slippers lead the way. 01924 820282www.wlamb.co.uk

6/ TRADEMARK COLLECTIONS

Sure to brighten up the nursery run, the new My First JCB backpack features flashing lights and bold JCB

character graphics. The bag is made from robust vinyl with a roomy main section and zip pocket to the front. 01799 599 899www.trademarkcollections.com

7/ SMITH AND BROOKS

JCB has heritage which gives preschool aged children an aspirational, real life brand to want to be a part of. As such, it translates particularly well to apparel. With its strong yet preschool friendly graphics, coupled with great fashion garments often bought and worn as a coordinated outfit, it has become Smith & Brooks number one preschool boys brand - and retailers love it.0845 129 9216www.smithbrooks.co.uk

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Whether you are a gift store looking for the latest licensed playset or a high-end boutique looking for exclusive, hand-made wooden items, Toy Fair 2015 has exhibitors from both ends of the spectrum. And with more than 260 exhibitors setting up camp in Londons Olympia for three days towards the end of January, many of them will be taking the opportunity to launch preschool and baby ranges for the first time.

The preschool and baby market is one of a number of key components to Toy Fair 2015, said Majen Immink, head of Toy Fair operations

and sales. Preschool and baby products will be featured

heavily across the show

floor, with new ranges being launched across the board, but also in other key areas of Toy Fair 2015.

She continued: Some of the exhibitors who will be showcasing

their preschool and baby products this year include Asobi, Bigjigs, East Coast Nursery, Golden Bear, Jumbo Games and Wooky Europe. Were also particularly pleased to be welcoming back Tomy Europe and Theo Klein, who are both returning to the show after time away.

The other key areas Majen refers to include The Toy Fair Best New Toy Awards and a dedicated category in the Demo Zone. The extra buzz created by this

resonates throughout the whole exhibition, said Majen, adding to the atmosphere of a show which provides visitors with a real overview and insight into a fun, innovative and exciting industry.

TRADITIONAL FAVOURITES

Toy Fair is also a great opportunity to catch up with established

contacts and meet new ones, as

John McDonnell, managing director at Galt, explained.

Toy Fair is all about meeting people. Its great to get the opportunity to showcase

all our exciting new products, and get

immediate feedback. With all the latest innovation and

trends on show, John describes

PRESCHOOL SPOTLIGHTToy Fair 2015 will see John Adams unveiling its new Pip Ahoy! toy line for the first time since announcing the companys acquisition of the master toy license in September. The range based on the popular preschool programme will consist of collectable figures, playsets, role play items and plush toys.

Above: The Galt Toys stand from last years Toy Fair exhibition. Right: The Cosy Coupe Dino adds a real point of difference to the popular ride-ons.

Inset: A jam-packed London Toy Fair in 2014.

SHOW PREVIEW: TOY FAIR 2015

Welcome ToTOY TOWN


Toys are key to most preschool retailers, and Toy

Fair 2015 provides the perfect showcase

for the industry. Organised by the British Toy and Hobby Association (BTHA) and taking place from 20 22 January 2015, anticipation has been building for this years sold-out show for some time. PPS takes a look at whats in store for retailers planning to find out the latest trends first-hand.

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Toy Fair as a vital business hub for the toy industry, saying it is: the best place to see new products for 2015 from the biggest toy brands, all under one roof.

John expects those trends to include modern takes on traditional favourites, saying that: these have become increasingly popular as parents and grandparents look for toys that are more than just a fleeting trend, but offer true play value.

This year will see Galt launching six Ambi Toys, designed to encourage discovery and learning through play, which are expected to delight children and parents as the trend for traditional toys continues.

CHANGING TRENDSWhile traditional toys remain as popular as ever, fashions change

quickly in the toy industry. Toy Fair is a fantastic opportunity for everyone to get involved and see how the category is performing, agreed Michelle Lilley, marketing manager at Little Tikes, but it is also a chance to see how fast it moves and see examples

of best in class innovation.The opportunity to find out what

2015 has in store is important, but Michelle highlights another

key benefit of attending. The show also offers buyers a chance to

improve relationships with brands and grill the team on product detail. This means they get to truly

understand and know the product inside

out, which can be invaluable.There will be a real focus on

the outdoors at the Little Tikes stand, with a new playhouse Cape Cottage, a new dinosaur-themed Cozy Coupe, and a brand new preschool range and bath category.

TIME TO CELEBRATEThe 2015 show will also be playing host to a number of celebrations and anniversaries, including Halilit, which will be celebrating 50 years in business and 30 years of exhibiting at Toy Fair in January.

We are so proud to be celebrating these landmarks, said Judith Stark, Halilits md, and wouldnt miss the show for the opportunity it gives us to launch new toys and ranges, to catch up with existing customers and to meet new ones.

Halilit will be showcasing its new range from Battat, a highly trusted brand that features a host of preschool toys including take-apart

vehicles, bath toys and other classics. Also on show will be new launches from Taf Toys, while Halilits own range of brightly coloured musical toys will inspire early musical enjoyment.

DOLLY DELIGHTFamosa will be previewing new

product from popular doll and playset brands Pinypon and Nenuco at Toy Fair,

and based on the success of

both brands in 2014, the new line extensions are extremely promising.

We are really excited to be back at Toy Fair with some really fabulous extensions to our hugely successful doll brands, said marketing manager Nikki Jeffery. The range of interchangeable mini dolls and playsets from Pinypon was a key collectable last year, with an estimated 50,000 dolls sold.

Pinypon is launching Pinypon Princesses for 2015, while new lines for Nenuco include Nenuco Bathtime and Nenuco Hugging. But Toy Fair is not just about showcasing this wonderful product, said Nicki. Its also a great chance to catch up with colleagues and friends and to see all of the other great products which make the industry such great fun.

PERFECT PLUSHPosh Paws range continues to expand at a fast pace and at Toy Fair

the company will showcase some of the hottest

Disney movie plush around. We always look forward to the Toy Fair, but this year is more exciting than ever as we will be launching a huge amount of brand new licensed product, said Posh Paws marketing manager Lauren Hayward.

Stand-out movies for 2015 include Inside Out, Star Wars, Cinderella and The Good Dinosaur, but Posh Paws will also be launching brand new product for existing bestselling brands including Frozen, Doc McStuffins, Palace Pets, Sofia the First, Winnie the Pooh, Mickey and Minnie. The Disney Nursery collection includes old favourites alongside the new Glow in the Dark nursery plush.

Other newcomers for 2015 include DreamWorks, My Little Pony,

Above: Hallilits Battat Take-Apart Crane Truck is set to be a preschool favourite. Right: There are four different jigsaws in Jumbos Mr Bloom shaped puzzle set.

The 2015 line up from Flair includes exciting new properties and stunning additions to favourite brands such as Doc McStuffins. The new Pet Vet Doc McStuffins doll will take centre stage, while a case, Book of Boo Boos, desk and Pet Care Centre are all essentials for any preschool veterinary surgery.

PRESCHOOL SPOTLIGHT



Above left: Nenuco Hugging from Famosa will hug back. Left: Posh Paws high quality plush lines include best-sellers such as Frozens Olaf.

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Littlest Pet Shop and Kimmidoll. We strongly believe that we have some of the hottest properties in licensing for 2015, continued Lauren,

and have expanded our plush, backpack and pocket money

ranges accordingly.

GAME ONAs a leading manufacturer in the childrens puzzle market, Jumbo Games is bringing its successful portfolio of preschool licences to Toy Fair, including Peppa Pig, Something Special, Fireman Sam, Disney Frozen and many more.

The puzzle and game company will be launching a fantastic range of licensed products at Toy Fair 2015, with new lines featuring CBeebies Mr Bloom and Sesame Workshops Furchester Hotel, among others.

We are very excited about the new products and licences which we will be showcasing at Toy Fair 2015, said Katherine Pierce, senior marketing manager at Jumbo Games. Its a fun event and one we enjoy welcoming our partners to and presenting our exciting product line up.

The new lines include 4-in-1 shaped puzzles, 20 and 35-piece

puzzles, domino sets and giant playing cards.

PARTY SHOPOffering a perfect example of cross-category business is party supplies business Amscan, which is returning to Toy Fair for the first time in over 15 years.

The toy sector has become ever more

competitive and additions in

categories such as ours delivers consistent everyday

sales throughout the year, commented Mike McGillion,

vice president of international retail and marketing. We hope that by exhibiting at Toy Fair 2015 we will be able to have significant conversations about

the party, dress-up and balloon categories with retailers who will see the opportunities we offer.

Amscan will be showcasing its extensive range of party products, including childrens role play sets which come complete with costume and coordinating accessories. An impressive licensed collection includes over 95 licensed properties, such as Fireman Sam, SpongeBob SquarePants, Paddington Bear, Minions and Disney.

PLAY TIME Also returning to the show after some time away is global toy company Tomy, which will be presenting a whole host of play products to ignite the imagination.

The show give us an opportunity to showcase all our new innovation for the next 12 months while reminding customers of our current offering, explained Matthew Woolf, head of customer marketing. Buyers attend the shows as they are able to see all their suppliers at the same time while enjoying the atmosphere that the toy industry offers.

With over 20 years of expertise in infant developmental and creative play, Tomys award-winning preschool lines are suitable for children from six months to three years old and provide endless play possibilities through innovative design, fun surprises and grow-with-me features.

We are expecting a busy show with a strong showing of licenced

properties, confirmed Matthew. 2015 is going to be

a great year of innovation!

With a strong focus on new preschool licensed lines, Golden Bear is preparing for a busy Toy Fair. New lines include Twirlywoos plush and playsets, Hey Duggee plush and playsets, In The Night Garden train set and interactive plush lines, Something Special games and plush, Sooty preschool magic set and My First JCB digger.



PRESCHOOL SPOTLIGHT

The KD UK portfolio is as wide-ranging as ever, with its first ever range of educational bath toys sitting alongside additions to the licensed ELA range such as My Push & Learn Thomas and My First Frozen Tablet. The Peppa Pig collection also continues to grow with three new lines including a camera, remote and smartphone.

PRESCHOOL SPOTLIGHT

Left: The Colour Discovery Hot Air Balloon from Tomy is a magical toy with music, sounds and lights. Below: Amscans AirWalkers are always popular, and this Elsa design is new for 2015.

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1/ JURA TOYSJanod, from Jura, will launch wonderful new product at Toy Fair this month. Like the iconic rocket, products are going interstellar with updated classics and unique additions direct from the design studios. Come and discover the Janod universe for yourself and your consumers.Stand F50020 8878 2133www.janod.com

2/ FIESTA CRAFTSThe hugely popular Squeakaboos soft toy rattles make the perfect toy for babies from birth to one year old. They jingle, crinkle and squeak when squeezed, making them

a great interactive first toy for little ones. Crafted from vibrant and soft plush fabrics, each Squeakaboo has a cute shaped face with a kind, gentle smile. The perfect size for small hands, also be available in a pink or blue bear design.Stand F660208 804 0563www.fiestacrafts.co.uk

3/ FLAIRMotor along to prestigious preschool four wheeled play. New to preschool toys is the ultimate vehicle brand. Ferrari Play and Go is a range of chunky preschool vehicles, play-sets and RC toys that will be the definitive first wheels for tots aged ten

months upwards. Supported by TV and online marketing to ensure brand awareness.Stand E390208 643 0320www.Flairplc.co.uk

4/ JOHN ADAMS Toy Fair 2015 will see John Adams unveiling its exciting Pip Ahoy! toy line for the first time, since announcing the companys acquisition of the master toy license for the popular preschool programme. The toy line will consist of beautifully detailed figures, playsets, role play items and plush toys. Stand G100 01480 414361www.johnadams.co.uk

5/ POSH PAWSPosh Paws range continues to expand at fast pace and at the upcoming fairs the company will showcase some of the hottest movie plush around including; Inside Out, Star Wars and Cinderella. In addition the company will launch its brand new Minions backpack range that features characters & scenes from the forthcoming movie.Stand D8901268 567290 www.poshpawsinternational.co.uk

20th 22nd January, Olympia, London

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