TOTAL LICENSING
Israel and the Netherlands. Toy Fair, as one would expect, had its
share of licensed product and with
The 56
th
annual UK Toy Fair took 31.6 percent of total toy sales now
place in the last week of January and, featuring a license, the category grew
whilst the number of visitors was un- by eight percent in 2008 when com-
doubtedly down on the previous year, pared with the previous year.
the atmosphere was surprisingly posi- Overall, the volume of toy industry
tive and upbeat. sales grew by seven percent in 2008,
Of course, the toy industry has suf- according to NPD and the industry
fered – particularly as a result of the is now worth £2.9 billion. In terms of
demise of Woolworths which, accord- value, the industry dropped only 2%
ing to reports, accounted for anything compared with a national average in
up to 25% of licensed products in the UK retail sales of 3.3%.
UK. However, on a more upbeat note, In the UK, the top licensed properties
The HKTDC has also created addi-
it has been reported in the weeks fol- in terms of toys are led by Star Wars,
tional trade opportunities by bringing
lowing Toy Fair that independent toy In the Night Garden, Thomas and
in new buyers to the two fairs.
stores are gaining ground and some Friends, Ben 10, High School Musical,
“The HKTDC’s HK$120 million as-
have seen sales rise as much as 45% Bratz, Barbie, Cars, Disney Princess
sistance package includes a number
following the closure of the Wool- and WWE.
of initiatives, including HK$80 million
worths chain.
to help Hong Kong SMEs develop new
Toy Fair itself was
markets,” Mr Yip said. “We are offer-
contained in one
ing subsidised packages to major new
hall at Excel this
trade buyers from emerging markets,
year with 170 ex-
including Russia, Eastern Europe, the
hibitors playing
Middle East, Central and South Amer-
host to around
ica, Southeast Asia and the Chinese
8,000 visitors, ac-
mainland,” said Mr Yip. “I’m proud to
cording to the
say that over 1,000 toy buyers have
BTHA, organisers
taken advantage of the package.”
of the event.
The HKTDC also organised 88 buy-
Exhibitors, gen-
ing missions, with almost 4,000 major
erally seemed
buyers from around the world tak-
pleased with the
ing part in the toy fair. These include
event. Jamie Dick-
key buying representatives from well-
inson, Trade Marketing Manager of Many of these, of course, featured in
known toy brands and leading chain
Playmobil said, “This year’s Toy Fair the Toy Fair Best New Toys list which
stores, including: United States’ Toys R
has gone very well, as usual. In 2008, was announced on the opening morn-
Us, Walt Disney, Mattel, Hasbro; Aus-
we had our best year ever in terms ing of the event. Toy industry major
tralia’s Funtastic; France’s Eveil & Jeux
of sales and orders. This year, we have players Character, Hasbro and Lego
– FNAC Junior; Germany’s VEDES;
beaten that by 20 per cent!” all secured three toys each on Toy
India’s Future Group; Ja-
Fair’s Best New Toys
pan’s Combi, Don Quijote,
list. Bandai, Flair, Playmo-
Bandai and Kawada; New
bil and Spinmaster had
Zealand’s Toy World; and
two toys each listed.
the UK’s Bigjigs Toys.
Licensed toys were well
Two new zones, Paper
represented across the
Products & Toys Packag-
categories with toys
ing and the World of Toys
featuring major chil-
Pavilion, were added this
dren’s brands such as
year. The World of Toys Pa-
Ben 10, Charlie & Lola,
vilion is jointly organised
In the Night Garden,
by the HKTDC and Spiel-
Peppa Pig, Timmy Time
warenmesse aG, organiser
and Yo Gabba Gabba all
of Germany’s Spielwaren-
winners.
messe International Toy
Another major an-
Fair Nuremberg. The pavil-
nouncement during the
ion included 19 exhibitors
event was that Toy Fair
from Belgium, Germany,
will return to Olympia
128
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