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Samantha Loveday Editor


Contents


REGULARS 4


News


8 Exclusive NPD analysis 12 GMTV stats 17


Playtime


18 Campaign of the month 19 Appointments 20 Dubit research 22 Mumsnet 36 Steve Reece


FEATURES 25 Big Interview: Bandai


27 Analysis: Android tablets 32 Children’s print media


RETAIL


39 News 40 Counter Insurgent 41 Indie Focus 42 Mystery Shopper: Nottingham 44 Hero Product 47 Sector Guide: Boys 63 Sector Guide: Games & Puzzles


LICENSING


73 News 78 Licensee Profile: Vogue


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Samantha.loveday@intentmedia.co.uk


Katie Roberts


Deputy Editor Katie.Roberts@intentmedia.co.uk


Lewis Tyler


Staff Writer Lewis.Tyler@intentmedia.co.uk


COMMENT Q1 WARMS UP Emily Briggs


Sales Manager Emily.Briggs@intentmedia.co.uk


Suzanne Powles


Production Manager Suzanne.Powles@intentmedia.co.uk


AS I’M writing this, the sun is shining and we’re enjoying a run of unseasonably warm weather. And there will be a number of retailers – and toy suppliers – with their fingers crossed that the temperatures stay on our side for the long Easter weekend.


Claire Brocklesby


Design Claire.Brocklesby@intentmedia.co.uk


Jon Salisbury


Contributor jon@wotkidzwant.com


The main comment we received from independents and multiples when we asked about a potential uplift in sales around the period, was that it would depend on the weather. But, savvy retailers aren’t just sitting back and waiting to see what happens – many are taking the bull by the horns and setting up a raft of promotional activities and events to drive people in-store.


Lisa Carter


Managing Editor lisa.carter@intentmedia.co.uk


Stuart Dinsey


Publisher Stuart.Dinsey@intentmedia.co.uk


Editorial: 01992 535646 Advertising: 01992 535647


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AUDITED CIRCULATION: Average Net Circulation: 6,181 July 1st 2010 to June 30th 2011.


www.toynews-online.biz


ToyNews circulation is 18.2% higher than its closest competitor.


ToyNews requested or paid for circulation is 14.4% higher than its closest competitor.


ToyNews has 100% named circulation and 0% duplication.


The Entertainer has always led the way here, and it has some good plans for this year, too. But the encouraging thing is that more and more indies are getting involved, and, perhaps most importantly, realising those promotions can lead to greater longer term footfall as well. The suppliers I spoke to this month were all cautiously optimistic, and many revealed they had enjoyed a better start to 2012 then they had perhaps expected. Vivid, for example, is up 28 per cent YOY, according to NPD’s February data, while execs from Re:creation and LeapFrog both told me they’d had a fantastic start to the year.


Mattel, too, has enjoyed some strong early sales momentum across its key brands and continues to come up with ways to get its properties in front of new audiences. The four different covers featured on this month’s ToyNews is part of a wider campaign for Hot Wheels, which includes its first TV brand ads and a tie up with Odeon cinemas. There’s a lot of 2012 left yet, but the early signs at least seem sunny. Samantha Loveday


samantha.loveday@intentmedia.co.uk  


                


         


    


         





         


           


         


   


      


          


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