NEWS
Follow us on @toynewsonline Tagamoto partners
with Cartoon Network Kids can play online Tagamoto game to win unique codes for their real life sets “This is something we
Waterstones to expand its 2014 kid’s and teen toy selection
High Street book retailer has seen ‘significant growth’ in its toy sector with ‘no signs of slowing down’
By Robert Hutchins
WATERSTONES IS engaging with further expansion into children’s and teen toys, as new season changes get under way across its stores throughout the UK. In the run up to Christmas, the book retailer is aiming to kick off its expansion by introducing new lines of puzzles for younger kids. “Our new season change is coming,” Sally-Ann Campbell, Waterstones’ games, book accessories and children’s toys and games buyer told ToyNews. “We are going to expand into children’s puzzles more so in the A/W range, delivering it much more in to spring and A/W 2014.” The expansion plans
follow a year that has seen the retailer achieve “significant growth” in the toy sector, with “high double digit turnover” increases showing “no signs of slowing down.” “The toy sector is very big to us and it is
10 October
continuing to grow,” said Campbell. “So our areas for growth next year are children’s puzzles, teen and we’re also looking at what we can do with the pocket money sector. “One of the areas we
have identified for growth in 2014 is a range of teen items. I think we can build a bridge that will take our young readers and toy enthusiasts right through.
“We will be very
interested to see how Doc McStuffinsworks for us as a licence. She’s a brand that has transcended Disney, with engaging, educational and great TV, so we are very pleased to have secured toys on this line.”
As the book store’s toy sector appears to go from strength to strength, Campbell believes that it is
The toy sector is very big to us, and it is continuing to grow. We are looking at puzzles, teen and pocket money. Sally-Ann Campbell, Waterstones
“We keep them as
readers so it would be nice to sell them other products as well.” Maintaining that
educational priorities and book tie-ins drive the selection of the products she stocks, Campbell expresses her excitement to embrace some the more mainstream brands that uphold these key values.
Waterstones’ unique position in the High Street that allows the retailer to enjoy its current success. “Our shop managers are so individual, they all have their own idea of what the local market will be and how to play to the strengths and interests of their local consumers.” Waterstones: 020 7071 6300
THE TEAM behind Hexbug Nano and Aquabots is celebrating the release of its latest line, Tagamoto, with an extensive marketing campaign, including deals with both Cartoon Network and The Entertainer. The new range of battery-operated vehicles utilise Nano technology to react to a set of codes placed on their track. They will be advertised on the children’s TV channel, as well as engage children with a Tagamoto micro site on the Cartoon Network website. Through the website,
kids will be encouraged to play the online Tagamoto game. Once a child reaches a certain level they will be offered the chance to receive a unique code to use on their real-life track, along with a discount voucher for Tagamoto products to be used in The Entertainer.
haven’t done before,” Heather Corbett, marketing manager (UK & EU), Hexbug, told ToyNews. “We are very excited about Tagamoto. It’s something very different in the vehicle aisle and I think it lends itself very well to this type of campaign.” Hexbug’s deal with
Cartoon Network includes advertising slots for the firm’s Warriors and Aquabots brands. Running until December, Tagamoto is gearing up to take the 7am to 8am slot in the coming weeks.
“The combined Hexbug total TV campaign will result in 1,300 TVRs, half of which will be Tagamoto,” continued Corbett. “Kids are excited when they see our products in action, that’s why video and demonstrations play a big part in our latest kids campaign.” Hexbug: 01925 453144
Vivid to launch AniMagic
magazine next year VIVID HAS partnered with DJ Murphy Publishers for a new standalone AniMagic kid’s magazine. The title will be based on the firm’s range of special feature plush and the new AniMagic Rescue Hospital sub-brand. The first issue is due to
arrive in spring 2014 and will include activities, stories and various AniMagic competitions. “The AniMagic
magazine is hugely exciting for the brand and will form an important part of our marketing strategy for 2014 and beyond,” said Kerry Paternoster, Vivid’s senior brand manager. “The sampling opportunity with
the magazine is a perfect platform for the launch of AniMagic Rescue Hospital and really getting the brand into the hands of our target consumer.” The monthly magazine aimed at girls aged between four and eight, will target all key retail groups as well as indies. “We are delighted to be associated with this high- profile brand,” said DJ Murphy’s publisher Zoe Cannon. “AniMagic Magazine slots neatly into our publishing portfolio. “I have no doubt that this title will be welcomed by all the main magazine retailers.” DJ Murphy: 01428 601022
www.toynews-online.biz
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