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Barclaycard and Smyths Toys launch the Big Kids Aisle as ‘kidult’ toy spend continues to rise
on January 11, 2018 at 10:12 am
Barclaycard and Smyths toy are staving off the January blues with the opening of the Big Kids Aisle at the retailer’s London Staples Corner store. Tapping into the kidult population and in response to research from Barclaycard that discovered 72 per cent of adults described themselves as a big kid, the Big Kids Aisle will be filled with retro classics such as Tamagotchis, Teddy Ruxpin and LEGO. Specially for the aisle, life-sized board games and adult versions of kids’ toys such as the popular Pony Cycle will also be available for shoppers to buy. The aisle will open on January 15th, commonly recognised as ‘the most depressing day of the year,’ and will run on until January 17th. The kidult toy market is valued at £300 million and was reported to be growing three times faster than the overall toy sector last year. Research from Barclaycard also revealed that in the future, almost 30 per cent of those interviewed would like to see retailers stock more adult versions of kids’ toys and games such as scooters and remote control cars. One in 10 Brits are also keen to attend more in-store events in general, as the same research revealing that retailers who tap into shopper demand for events and experiences could stand to boost their bottom line by an average of 14 per cent. George Allardice, head of strategy at Barclaycard Payment Solutions, said: “It’s clear from our research that there is huge demand from adults for kids’ toys and games and the need for light relief isn’t surprising, especially as we get our heads back into the daily grind after Christmas. “With kidult spending on the increase in a sector traditionally focused on children, there is a real opportunity for retailers to tap into the popularity of playsumerism by providing big kids style activities either in-store or at promotional events. “We hope the Big Kids Aisle will encourage more shops and shoppers alike to embrace their inner child.” Sinead Byrne, joint head of marketing at Smyths Toys Superstores, added: “We have seen a real trend for adults celebrating their ‘big kids’ status and purchasing games and toys for their enjoyment – so much so we have adapted our range to include a selection of toys for the big kid in all of us from robots such as Cozmo from Anki, drones, a wider range of board games, NERF rivals, key software offers and launches as well as fan favourites such as LEGO Technic, Star Wars and a wide range of Pop Vinyls.”
Wilton Bradley to host YoYo world record attempt at Toy Fair
on January 11, 2018 at 9:00 am
Wilton Bradley is to host a world record attempt with professional YoYoer, Hans “YoHans” Van Dan Elzen at their stand at this year’s London Toy Fair, the firm has announced. YoHans was a driving force behind the massive yo-yo craze twenty years ago with numerous TV appearances and live tours. In 2003, Hans launched YoYoFactory (distributed by Wilton Bradley), a yo-yo brand with a focus on creating unique patented technology that would make playing with a yo-yo a more enjoyable experience for beginners and world champions alike. Hans will be attempting an official Guinness World Record Challenge at the Wilton Bradley stand (E89) at 11.00am on the first day of London Toy Fair 2018. He will also be joined on the stand by the YoYoFactory team including World & US National Champion Gentry Stein as well as superstar Ann Connelly, who will be on hand to demonstrate the range and challenge you to perform tricks and give out prizes. Wilton Bradley’s YoYo range is selling well, boosted by the fidget spinner trend and a mention from TV and radio personality Chris Evans. Come along and see if you can remember how to ‘walk the dog’ at Wilton Bradley’s stand: Stand E89, Tuesday January 23rd at 11.00 a.m. and throughout London Toy Fair 2018.
Smart Toys & Games sales rocket following World Duty Free Stores deal
on January 10, 2018 at 3:00 pm
Smart Toys and Games’ popular range of IQ travel games have entered a number of World Duty Free stores across the UK’s largest airports. The collection of brain teaser travel games, which include IQ Fit, IQ Link, IQ Puzzler Pro, IQ Twist and IQ XOXO can now be found in the World Duty Free stores across 16 UK airports including London Heathrow, London Gatwick and Birmingham. They will also be available at Eurotunnel stores as the new deal takes the Smart Toys and Games brand international. Each game in the range contains 120 multi-level challenges that are suitable for players aged six and over. The IQ games first hit the shelves of the World Duty Free Stores in June and sales have since ‘skyrocketed.’ Karen Clarke, brand director at Smart Toys and Games, said: “We have been delighted with the positive reaction we have received from partnering with World Duty Free and it’s a great pleasure for Smart products to be stocked by the UK’s leading travel retailer. “Our IQ games provide endless brain-teasing fun for the whole family, so we are not surprised this series has been so popular.” Ozlem Boyaalici, UK buyer for toys and souvenirs at World Duty Free, added: “Sales of the IQ games have exceeded our expectations and we have received very positive feedback from our customers. “We look forward to maximising further opportunities with the team at Smart Toys and Games.”
Thomas & Friends to air seven days a week on Channel 5
on January 10, 2018 at 2:56 pm
Youngsters can now enjoy a daily dose of fun and adventures with their favourite tank engine as Thomas & Friends is to begin airing seven days a week on Channel 5’s Milkshake. The show will be viewable on weekdays at 6:50am and weekends at 7:00am. Series 21, the latest series which launched last year, sees Thomas and his fellow engines embark on a new series of exciting journeys. In 2017, Thomas & Friends reached a total of 4.8 million viewers including 1.4 million kids on Milkshake. It was also the preschool programming block’s best year for share among kids aged four-15 years-old, up 16 per cent year on year. “We are delighted that Thomas & Friends fans can now tune into the show seven days a week and that it continues to remain a popular hit for pre-schoolers,” commented Wendy Hill, brand activation at Mattel UK.
Sesame Street Nod collection debuts
on January 10, 2018 at 2:43 pm
Sesame Workshop has partnered with leader in design and home furnishings for families, The Land of Nod, for a range of Sesame Street decor, playroom furniture, bedding, apparel, backpacks, and toys. The co-designed products bring to life Sesame Street’s beloved Muppet characters through the vintage and artisanal design elements that The Land of Nod is known for. Each piece embodies the furry fun of Sesame Street—capturing the energetic spirit of kids while inspiring their imaginations. “Sesame Street is all about celebrating everyday moments with your family from sun up to sun down,” said Gabriela Arenas, vice president of licensing, North America, Sesame Workshop. “With Nod, a company that shares the magic of childhood through kids’ furniture, bedding, and accessories, we were able to create a collection that reflects the vibrancy of Sesame Street. The collaboration was a natural fit.” “We took the Sesame Street characters you know and love and brought them to life through a combination of colourful vintage artwork and bold, modern design,” added Danielle Kurtz, creative director, Land of Nod. “We wanted it to scream Sesame Street, but in a very unique, Nod way. That means you’ll see everything from Elmo’s eyes on a bright red quilt to a shaggy yellow rug that your subconscious will immediately recognize as Big Bird just by nature of the colour and texture. We hope it makes kids everywhere smile.” The collection is available now on the Land of Nod website.
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