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Kids@play in Fast Growth 50 Companies in Wales


The Wow! factor Toy World talks to Richard North, CEO of Wow! Stuff, about the company’s successes of 2012, and gets a sneak peek of what’s to come.


The award for the sustainable growth shown by Kids@play was presented by BBC Wales personality, Sian Williams. Professor Dylan Jones-Evans, the creator of the Wales


Fast Growth 50 project, spoke of Kids@play with great affection, saying that at a time when the Welsh economy needs a boost, Kids@play has shown through 74.8% of growth that the entrepreneurial and innovative potential that exists within Wales’ business community can bring great results. Malcolm Evans (second from right in the photograph),


MD, said: “It was a real privilege to have this award presented to us, and to be one of only four companies in Wales winning this award for sustainable growth. The award is taking pride of place in our offi ce and refl ects the commitment of our small team based in our Chepstow headquarters. Our ultimate goal is to assemble products in South Wales, and to eventually bring toy manufacturing back to Wales.”


How was 2012 for Wow! Stuff? I’d say it was mixed. We had tremendous success with the Combat Creatures Attacknid robot, but were once again hammered by fake copies of Air Swimmers. One large 300-store retailer is still promoting the rip-offs strongly at time of writing, despite notifi cations and conversations.


What were your major success stories this year - I guess Attacknids was a real highlight for you? Attacknids from Combat Creatures beat all expectations. This is the start of a comprehensive robot range of blasting battling R/C, a kind of Nerf of the R/C category. We didn’t launch in full distribution as the product didn’t arrive until October and most retailers didn’t get to see the products until late August! That meant that the online retailers who were fast to react made huge and unexpected sales. Our typical top-tier gift and gadget online retailers were selling circa 1,000 pieces a week in the lead-up to Christmas. Of course they are not all in NPD data which is a shame, as in week 48 the EPOS sales were top 10. We have a variety of different models for 2013 that will allow all retailers to experience the sales and have points of difference where needed.


How will you be developing the Attacknids range for 2013? Well we didn’t release this piece of info in 2012, but all Attacknids are smart device future-proofed and have a ‘Smart port’. This means all accessories that are introduced this year will work perfectly with the 2012 model. The new range features some groundbreaking features, too. There are plenty of accessories so you can construct, customise and compete, or simply blast away at the new targets included. We have a great one-player system too, and all-new packaging.


Peterkin wins Amazing Live Sea Monkeys partnership


Peterkin UK has announced its appointment as the new UK and Irish distributor for the Amazing Live Sea Monkeys with immediate effect. Andrew Moulsher, Peterkin head of sales and marketing, commented: “We are extremely pleased to be able to add this iconic brand to the Peterkin portfolio. Sea Monkeys comes to us with a huge heritage and we look forward to showcasing the range on our stands at London Toy Fair and Spring Fair. First stock should be available from our Leicester warehouse in time for Easter.”


What are Wow! Stuff’s key new product introductions for 2013? We have two new models of Attacknids, Doom Razor and Stryder, plus a full complimentary accessory range. We have appointed Simba Dickie, the giant EU toy company, as partner for Europe and Modern Brands for Australia. Other new introductions include: the new patented BuzzBugs, heavily TV-advertised giant fl ying insects; Tronix R/C, an exciting new range; and patented WOW Packs - the world’s fi rst animated backpacks!


You’ve always tried to do things a little differently at Wow! Stuff – have you got more tricks up your sleeve for next year? Wait until you see WOW Packs… I really think this is going to be huge across all toy and back- to-school retailers. Wall Street analysts BDO Capital Markets called it the hit of the Dallas Toy preview fair.


What do you see as your biggest challenge going forward? Getting distribution is always a challenge but we are getting there as more of the larger retailers see that the online gift retailers are having a fi eld day moving huge volumes. It doesn’t show up in NPD data and we are listed as a different company name to Wow! Stuff when it does so we need to


be showing this to new customers.


www.toyworldmag.co.uk


@toyworldmag


16 Toyworld


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