4 NEWS Sky-high sales expected for Giants
“Retail frenzy” predicted for new Skylanders figures Independent stores who pre-order are guaranteed stock… by Dominic Sacco
THE BIGGEST toy craze of the past 12 months is ready to rock toy retail all over again.
In a matter of weeks, Activision’s multi-million pound property Skylanders will get a fresh shot in the arm with a brand new Giants video game and collectable toys. And distributor The In Thing
reckons an impending “retail frenzy” will help it generate more sales in a single week than it managed during its record two-month period in October and November last year. “This should give you an indication of my huge expectations regarding the Skylanders Giants launch,” The In Thing MD Paul Jackson told ToyNews.
“I anticipate a frenzy of retail activity at launch. With Giants launching just nine weeks prior to Christmas, coinciding with a massive TV and PR campaign, there is no doubt the Giants figures will be in huge demand.”
Jackson is so confident of success he’s guaranteeing Giants stock for indies who pre-order in advance of the line’s October 19th UK launch.
John Crane
grows Tidlo WOODEN TOY specialist John Crane wants to establish its Tidlo brand as a strong player in the market. It has hired senior designer Stewart Betts and illustrator Emma Talbot to give Tidlo a unique look and feel, in a bid to create a unique toy label. And it wants retail to shout about it. “Today Tidlo is where we planned it to be, but we’d like it to be even bigger,” said John Crane’s PR and marketing manager Helen Davis. “Any retailers that want to host competitions in their stores, we’ll come up with something for them. Betts added: “We want to stand apart from the other wooden toys on the market and add more value.” John Crane: 01604 774 949
OCTOBER 2012
‘Skylanders would be No.1 if tracked by NPD’
CRAZE: Children can purchase fresh Skylanders figurines and a game on October 19th…
With Giants launching nine weeks prior to Christmas, with a massive TV and PR campaign, there’s no doubt the
figures will be in huge demand. Paul Jackson, MD, The In Thing
“We are currently guaranteeing
Giants stock for any pre-orders received,” he added. “The closer we get to the launch date, things may change, so I recommend retailers who want to be involved from day one to place pre-orders with my team.”
The In Thing will be supplying toy and gift retailers with Giants figures, starter packs, back packs, wallets, badges, bags, stickers and more. CentreSoft will supply games stores and national chains.
The In Thing: 0845 365 3030
THE IN THING’S MD says Skylanders would be the number one toy in November, if NPD classed the products as toys. The collectable figurines are currently tracked as ‘video games accessories’, and their sales aren’t counted towards NPD’s monthly toy retail stats, nor are they included in its top-selling toy lists. “It is unfortunate Skylanders figures are tracked by NPD as gaming accessories,” said Paul Jackson. “I strongly believe if Skylanders figures were included as toys, they would be number one in November for sales value.” NPD European analyst
Frederique Tutt added: “The NPD Group tracks Skylanders figures as game accessories because they provide content for video games. “The toy industry is not missing out on anything. Products fall within specific industries and categories. Sales of these products can’t be counted more than once.” NPD: 01932 355 580
Big names back at Toy Fair for 2013 show
“We are delighted to welcome back several companies to Toy Fair,” said Simon Pilling, head of Toy Fair operations and sales at the British Toy and Hobby Association (BTHA). “Thanks to our exhibitors’ support, Toy Fair continues to grow and it is fantastic to welcome back so many big names for our Diamond Jubilee.” Graham Canning, VTech’s sales
VTECH AND Famosa are among several well-known suppliers returning to exhibit at Toy Fair 2013. Mondo and Asobi have also confirmed support for the exhibition, which is celebrating its 60th
anniversary on January 22nd to 24th at London’s Olympia. Over 200 firms will showcase thousands of new toy launches, with the showfloor expanded in 2013 thanks to the opening of the new Upper West Hall.
director, commented: “We believe our presence [at Toy Fair] will give us the ideal platform to showcase our brand new products for 2013.” Asobi’s founder, Thierry Bourret, commented: “We know we have to take every opportunity to present to the industry and Toy Fair is perfect.” Registration for Toy Fair 2013 is open. To register for a free pass, head to
www.toyfair.co.uk.
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