from the W
e are rapidly approaching the halfway point of the year, and the mid-term report for 2013 would
probably read something along the lines of “Adequate performance so far this year, but could do better”. Without wishing to fall into the role of a stereotypical weather-obsessed English person, the simple fact is that first half toy market numbers are, to a significant extent, driven by the climate. Last year, the UK enjoyed a positively glorious March; this year’s comparatively inclement weather has seen sales of outdoor toys fall by almost 30% in comparison. Naturally, that could all be turned around with a protracted burst of sun, but with five months of the year gone, we’re still waiting for that to happen. Compounding the situation, if outdoor stock
isn’t moving, it ties up funds and shelf space, creating a knock-on effect for other categories (not to mention the fact that the average consumer is probably still recovering from the shock of seeing this Winter’s gas bill!). Taking all of this into consideration then, the fact that the overall numbers are just about keeping pace with last year is a decent result. But as ever, there are winners and losers: on the plus side, Argos’ sales are on the rise for the first time in five years. Recent results revealed that like-for-likes rose 2.1% over the past year, with sales of tablets and educational learning products cited as particularly bright spots. After spending a considerable while in the doldrums, it seems that the fight back has well and truly begun for Argos, which I am sure will be heartily welcomed by many toy suppliers. Conversely, recent developments at
Mothercare/ELC have been somewhat less encouraging. CEO Simon Calver has announced an organisational review, which it is believed will result in the restructure of
publisher John Baulch - @Baulchtweet
a number of the UK and Asian offices. Toy World understands that the proposals could potentially result in a reduced number of roles, especially within the ELC buying team, but according to a spokesperson, the company is aiming to minimise job losses as far as it can. We will keep you posted as and when there is further news. The main industry event during the merry month of May is, of course, the Toymaster Show. The Toy World team spent two days mingling with a host of toy suppliers and retailers, gathered together en masse for the first time since Toy Fair. The show always provides a great opportunity to find out what’s really happening out there: what’s selling, what’s not selling (there were a couple of things that fall into the latter category that quite surprised me), and who’s moving where. Most importantly, it provides suppliers with a chance to persuade Toymaster members and other retailers to ‘scratch the pad’, which I am reliably informed they were indeed doing. Overall, I’m sure the vast majority who attended the show found it time extremely well spent. Great work by the whole Toymaster team once again. For those who like to be extremely organised, you may care to note that next year’s show moves back a week in the calendar; the 2014 dates are 20-22nd May. So what’s in store for you in this month’s issue of Toy World? In addition to a huge feature on the Art/Craft sector – one category which has certainly benefited from the recent bout of indifferent weather – we’re also focusing on Science/Nature, Wheeled Toys for older kids and the Electronic Learning market. Plus there’s a preview of the forthcoming Las Vegas Licensing Expo, which I hope will come in handy for those retailers and licensees who are planning to visit the exhibition. You’ll also be able to catch up on what’s happening during the event itself via my daily blog, which will be posted to the Toy World website over the course of the show (which takes place 18th-20th June).
As well as all of our regular contributors, this month’s viewpoint section also includes a piece from yours truly, looking at the recent debate over gender politics in the toy market. I was asked to comment on the ‘Let Toys be Toys’ campaign by a number of national media outlets, opportunities which I politely declined because, frankly, it’s impossible to do justice to the topic in a sound-bite. However, during a number of conversations on the subject with my wife – who, for those who don’t know Anita, is a former Makro toy buyer – we both came to the conclusion that some of the arguments being presented seemed a little over-simplified, especially when looked at from a trade perspective. Rather like last month’s article on bloggers and the comments in last month’s leader column about the campaign to ban TV advertising to children, I expect it may polarise opinion in some quarters; but part of the raison d’etre of Toy World is not just to follow the herd, and we’re certainly not afraid of swimming against the tide when the occasion calls for it. Most importantly, we will always endeavour to maintain a trade perspective throughout; after all, a trade magazine is what we are (no muddying of the waters around these parts)…. Finally, as we’re only mid-way through 2013, it may seem a trifle early to start talking about the 2014 Toy Fair, but it’s hugely encouraging to hear that the show will be expanding again next year. An extra 1,500m2
of exhibition space
has been added on to the upper gallery level, and Hasbro and Bandai have both confirmed that they will be moving their stands upstairs. The presence of two industry heavyweights will certainly help to attract footfall to the new area, and the remaining space – both upstairs and downstairs – looks likely to sell out pretty soon. So any potential new exhibitors are advised to contact the BTHA sooner rather than later. It’s great to see the show continuing to thrive, when many other dedicated national toy shows have fallen by the wayside.
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