Contents


REGULARS 4


News


8 Exclusive NPD analysis 12 GMTV stats 13


Playtime


14 Campaign of the month 15 Appointments 16 Dubit research 18 Mumsnet


FEATURES 20 News Analysis: Gender


22 Supplier Focus: Smiffy’s 24 The Big Interview: Tomy 26 25 Years of Sylvanian Families 28 Supplier Focus: Golden Bear 81 Licensing: Bin Weevils


COMPETITION 46 This month, win Stika-Lulu products from Flair worth over £200


RETAIL


39 News 41 Indie Focus 44 Mystery Shopper 49 Euro 2012/Olympics Special 55 Sector Guide: Science 63 Sector Guide: Girls


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Emily Briggs


Sales Manager Emily.Briggs@intentmedia.co.uk


Suzanne Powles


Production Manager Suzanne.Powles@intentmedia.co.uk


ANOTHER YEAR, another Toymaster show, and the organisers should really now be enjoying a well earned rest and reflecting on the success of the event.


Claire Brocklesby


Design Claire.Brocklesby@intentmedia.co.uk


But, as Ian Edmunds told us, the team are already beginning to work on the 2013 get together. No rest for the wicked, so some say – and some of the hits scored with those Nerf guns at Yogi’s birthday party could certainly be described in that way.


Jon Salisbury


Contributor jon@wotkidzwant.com


Almost half way through 2012, the three-day show was the perfect chance to grab a snapshot of how independent toy retail is currently faring.


Lisa Carter


Managing Editor lisa.carter@intentmedia.co.uk


The UK market is holding up, especially


compared with some European neighbours.


Stuart Dinsey


Publisher Stuart.Dinsey@intentmedia.co.uk


Editorial: 01992 535646 Advertising: 01992 535647


In general, the indies we spoke to were upbeat, reporting solid sales heading into the summer. Two brands kept coming out on top – sales of Moshi Monsters are soaring and sales of Skylanders would be, if they could get hold of enough stock.


In terms of a wider industry message, new figures from NPD have shown the UK market is down one per cent in value for the first four months of 2012. No cause for panic, certainly, especially when you compare it with declines from elsewhere in Europe – France, Spain and Italy are all down YTD, as is the US. NPD is also expecting an uplift from the Olympics. Notably, the message for toy retailers from LOCOG in this issue is to hold their nerve – the sales peak is coming and when it does it will be sharp. A bit like the stings from those Nerf guns... Samantha Loveday


Samantha.Loveday@intentmedia.co.uk


Samantha Loveday Editor


Samantha.loveday@intentmedia.co.uk


Katie Roberts


Deputy Editor Katie.Roberts@intentmedia.co.uk


Lewis Tyler


Staff Writer Lewis.Tyler@intentmedia.co.uk


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