Nuremberg 2009

Nuremberg Toy Fair promises to be bigger than ever this year and ToyNews has put together your essential guide to the increasingly popular event. We feature the exhibitors, brands and products you won't want to miss, plus we give you an early preview of what will cause a stir...
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Mattel - Hall 7 A-68, hall 12.2 p-09, hall 12.2 p-14, hall 12.2 p-15

The Mattel Girls’ Brands team is gearing up for a busy 2009, with new product launches, new entertainment releases, innovative marketing activity and a huge campaign to celebrate Barbie’s 50th anniversary.

The doll’s heritage in fashion will be celebrated with partnerships with top names in fashion, while girls will be able to experience the Barbie magic with an activity that allows them to become the designers. An extensive year-long marketing campaign will include interactive, experiential, online, TV sponsorship and advertising activity, including girls’ and mums’ print.

In March 2009, Barbie’s latest release will be the animated DVD movie Barbie Thumbelina. It will be supported by a spring entertainment release first for Barbie – a major sponsorship deal with a leading children’s TV channel, which will introduce children to the story-line.

The Barbie offering for 2009 features new additions across the whole range, including modernised versions of strong historic performers including the quintessential Barbie town-house and campervan. The collectable Petites Club will be extended with new items and supported by a major sponsorship deal and the continuation of the online activity that has seen over 140K hits in the three months since launch.

Mattel will continue its partnership with Disney with key activity for both High School Musical and Hannah Montana. The release of HSM3 on DVD in February will coincide with the launch of new HSM3 product on a whole new scale; while in May, Hannah Montana’s first theatrical release will be celebrated with new lines that bring the story to life.

A first for the UK will be the launch of a range of Disney Princess large dolls, boasting feature-led and collectable dolls from well-known Disney movies.

Perennial favourite Polly Pocket’s new product line will develop successful core play patterns – water-play and fashion. Innovative new launches include the stackable court-yards and the super-size Rollercoaster Hotel which lets girls combine imaginative play with light, sound and moving features.

The My Baby brand will expand its presence within the large dolls category with the launch of new product I Can Do It, which takes the wow features of previous My Baby items to a completely new level.

In boys, Hot Wheels will continue to be promoted in 2009 with the launch of a major marketing campaign including TV, partnerships, online, PR and in-store activations.

New product joins the line-up including spring launches of the deco-transforming Colour Shifters and Jurassic additions for the collectible Trick Tracks line. Colour Shifters enable kids to experiment with 1:64 scale vehicles to change colours in warm and cold water, including the Colour Shifter Blaster play-set. And, for Christmas 2009, the shark play theme is to make a comeback in a key track set.

Hot on the heels of Batman – The Dark Knight’s success, new animation is on the way for the brand. The Brave and Bold will feature on GMTV and Mattel’s supporting line-up incorporates figures and vehicles.

A new Toy Story collection launches this summer, featuring a strong range of figures and vehicles. The hype for Toy Story will continue through 2009 as a 3D digitally remastered theatrical release hits cinemas in October.

Now in its third year since launch, Disney Pixar’s Cars remains a firm favourite. Die cast cars are the most hotly collected vehicles for boys and there are two major introductions in spring, the Tractor Tippin track set which enables fans to recreate the popular scene from the animation and the Minis Race n Rescue Playset, the first to feature popular character Red the Fire Engine.

In games, Scrabble’s 60th anniversary has caused a resurgence of the line and a major marketing campaign throughout 2009 will continue the momentum. Mr Men Scrabble also joins the portfolio to engage younger word fans.
2009 also sees the 20th anniversary of The Simpsons, with a Simpsons Edition Scene It? launching in the autumn.

The quick draw game is also set for an electronic interactive makeover, as Pictionary Man is brought to life, fusing drawing, clues and interactive accessories to create a whole new way to play.

New to the Radica range this autumn, U-Create will unleash artistic potential with the U-Art and U-Mix systems for artists and budding DJs.

Top selling game 20Q is set to get off to a strong start in 2009 with the launch of a marketing campaign incorporating TV, PR and online activity ahead of a brand new multiplayer launch for autumn.

A high impact marketing campaign will engage tween girls in the Girl Tech brand. The campaign will reinforce existing lines such as Password Journal and new spring line Sugar Cubes, as well as providing a backdrop for Christmas 2009 launches, including FAMPs, a range of collectible electronic characters enabling girls to unlock a world of screensavers, games, emoticons and more on their PC.

Fisher-Price built momentum in 2008, delivering strong results on key items including Bounce ‘n’ Spin Zebra, Little People Eddie’s Racetrack and Elmo Live. 2009 will see new licence acquisitions and innovation in core products, each supported with strong marketing campaigns in print, TV, online and PR.

The Amazing Animals range grows with the chunky activity toy Rollin Around Jungle Treehouse. The successful Bounce ‘n’ Spin Zebra will also get a pink edition. A new range will also launch in autumn for the Infant portfolio as Fisher-Price introduces a brand new take on activity blocks with the Stack n Surprise range.

In pre-school, 2009 is a big year for the Little People line, which will celebrate its 50th anniversary. Special edition anniversary play-sets in retro take-along tins will mark the occasion.

Imaginext also remains in the spotlight for the year, with Ocean, City and Lost Creatures themes engaging boys with chunky play-sets and accessories.

Kid Tough Walkie Talkies, complete with super tough specification and a range of 300ft, will add a new dimension to preschool play in the second quarter.

Character brands continue to play a key part for Fisher-Price, which now includes Disney and Nickelodeon licences from Handy Manny and Little Einsteins to firm favourites Dora and Diego. Following recently introduced Mr Men and Wonder Pets, the hotly anticipated Waybuloo will join the line-up for the last quarter. The CBeebies animated series takes an original approach, focusing on children’s feelings through transporting children to the magical land of Nara.

Tomy - Hall 12.2 p-17a

With the re-launch of K’Nex, the announcement of innovative new boys toys and the introduction of a music loving flower, Tomy has a packed line-up.

The company is combining its best-selling brands with new licences to create toys for all age groups. It is also looking to become a key player within the boys’ toys market with the launch of unique vehicle brands which are proven performers in Japan.

Highlights at this year’s show for Tomy include the Rockin’ Flower, which dances to music while the leaves flash in up to 30 different LED colour combinations in tune with the music, and Flex, a children’s game which puts kids and adults’ flexibility to the test.

Set up the Flex tower, spin the spinner and use the sucker on the wrap-around band to pick up the piece at the top of the tower with the body part indicated on the spinner – will it be elbow (easy), knee (harder) or forehead (not for the feint hearted)?

Elsewhere, there are new products from big lines including Thomas the Tank Engine, Nemo, and Tellytubbies. The company is also planning a strategic entry into the growing boys’ vehicle market with the ChoroQ and AI brands. ChoroQ became an instant hit when it launched in Japan and has since sold 140 million units to date. ChoroQ is an umbrella vehicle brand encompassing a variety of play patterns. The new vehicle ranges include the ChoroQ Battle Deck System and ChoroQ Steer micro remote control cars.

The AI Deluxe Racing Set has the only artificially intelligent racing cars which can avoid hazards. Unique technology allows the cars to swerve around obstacles and continue on their way and it takes skill and wit to know when to use the speed boost and hit the brakes to make it around the track and win the game. The set comes with a large customisable racing track, two remote controlled cars and obstacles.

Halsall - Hall 12.2 p-1

The 2009 Nuremberg Toy Fair will see the opening of a new permanent 300 sq. metre showroom for Halsall, located in Hall 12 of the Nuremberg Messe. The move is a strategic decision by Halsall, underlining a commitment to its global growth strategy, and it will provide Halsall with a location to showcase its portfolio of international licenced ranges and core own brand products to its worldwide customers.

John Hutt, Halsall MD commented: “Strategically this is a significant move for the company as we continue to expand international business. Halsall’s investment in this permanent showroom space in the Nuremberg Messe affirms the company’s commitment to its international growth strategy.

"Halsall is proud to have been awarded pan-European licence deals for leading brands such as Barbie, Spiderman, Ben 10, Baby Annabell and Baby Born as well as worldwide licence rights for JCB and The Simpsons and territory specific deals on Dora the Explorer, Science Museum and WWE. This bespoke designed showroom will enable us to present all of these ranges and many more, to maximum effect to really impress customers at this important global trade event.”

The showroom launches the firm’s Autumn/Winter 2009 product lines, with many high-profile licenced ranges such as Hannah Montana, Disney Fairies and Ben 10 summer lines and The X Factor musical toys. Halsall will also present its new Silver Cross junior collection and generic dolls prams, and Pre-School Role-play market with own-design role-play toys.

Gen 42 Games - Hall 10 D-03

Having made a name for itself with board-free, fast paced games with a slice of strategy thrown into the mix, Gen 42 will be making itself known at Nuremberg this year with a new addition to its range.

Logan Stones, a mix of tried and tested game elements – namely combining stones, four in a row and rock paper scissors – will be making its debut at the show, joining established Gen 42 favourites such as the addictive Hive and brilliantly titled Army of Frogs. Without the need for a board, and thanks to its fast paced games with easy rules and depth of strategy, many of Gen 42’s titles have proved solid sellers. Hive was the first in the company’s line of board-less games, and already has a number of awards under its belt. Next up is Army of Frogs, a game that takes elements of Hive and builds on it to provide another easy to play 2 to 4 player game.

Kids@Play - Hall 6 C-08

Making the journey to Nuremberg for the first time this year, Kids@Play will be showing off its wares as it enters its third year of trading. Specialising in the wheeled toy manufacturing business, a large range of children’s tricycles will be on display.

Malcolm Evans, KIDS@PLAY’S managing director, told ToyNews: “Our products have their own uniqueness, like the go-tiger, go-panda, and go-bunny trikes. All have back packs, and a removable carry bag, and additionally a take off and play carrying case.”

 The company has a range of bicycles for children of two to seven years, and a range of battery operated ride-ons, including the new police patrol bike with lights and sounds. As an added bonus, every UK customer that visits the stand will be given a free wheel track puzzle.

Gibsons - Hall 10.1 f-12

For the first time in a number of years, Gibsons will be exhibiting at the Nuremberg Toy Fair.

The firm will primarily be looking for distributors for its range of games and jigsaws including a line-up of children’s puzzles entitled My World. The ‘planet-friendly’ puzzles are made on recycled board, and were created in conjunction with child psychologist Dr Amanda Gummer with the aim of creating jigsaws that are developmentally appropriate at every stage.

The My World range consists of eight puzzles aimed at pre-school children. Each box features a slot within the lid allowing children to post their pieces back into it.

A broad selection of new puzzles for adults with varying piece counts can also be seen at the show, in particular images of nostalgic Britain, which so far have been very popular with overseas customers. Following the ‘Shopping Baskets’ range will be ‘Sweet Memories’ – four new puzzles showing the confectionary brands of the 1940s, 1950s 1960s and 1970s.

Other new puzzles include four 1000 piece photographic puzzles featuring a host of images of well-loved places in Britain, as well as eight National Trust jigsaw puzzles.

Reflecting the diversity of the work of the National Trust, these 250 and 1,000 piece jigsaws include a selection of images of the vast collection of property, landscape, wildlife and coast line that the National Trust is responsible for.

Goldbug - Hall 1 stand B 129

Following on from successful product launches across the US and Australia, the Goldbug range of Baby Accessories has recently been launched into the EU. The Out-&-About and Travel Accessories have all been chosen in order to enhance kids’ safety and comfort, as well as parents’ peace of mind, and is part of the London-based Goldbug Europe’s official distribution of the Goldbug range.

The 2in1 Harness Buddy is available in 15 animal characters for boys and girls, and is worn as a backpack on the toddler and strapped in front, with the tail of the animal providing a handy leash for parents who want to ensure their child doesn’t wander off. The Mummy Hook frees parents hands from holding baby bags or handbags so they can take full care of their child.

It snaps on/off and allows for the addition of other carry-items. The Moms Invented range, developed by mums, includes Crustless Sandwich Cutters in various shapes and colours, Tinkle Targets – potty training aids in boys themes, and Shoe Clues – stickers to improve right/left recognition. Also available are Head Support Cushions, Boosters and other Baby Goodies.

Fiesta Crafts - Hall 1 B39

Fiesta Crafts is a familiar face at Nuremburg thanks to its collection of pre-school toys aimed squarely at the European market.

New for 2009 is the Bunny Family Holiday Play Set, which holds many play opportunities for an inquisitive tot with its open top car, pull along caravan and family of rabbits. The caravan has everything expected of a modern mobile home: beds, kitchen and lounge area plus a fold-down side for easy access.

Both car and caravan can be played with together or separately as children take their Bunny family on adventures in the great outdoors.

Also making its debut this year is Match it! This wooden eight game compendium is supplied with multi-lingual instructions and includes a crafted wooden game board with 28 bright wooden pieces. The eight games include variations of favourites such as solitaire, bingo and dominoes, as matching games are often used to enhance cognitive and memory skills.

This game is suited for all ages and the recessed board means playing games whilst travelling is made easy, whilst four wooden racks are included to rest pieces discreetly and shield them from prying eyes.

Russimco - Hall 5 D-72

Having launched the Ecotronic toy collection at Nuremburg last year Russimco returns to the Messe with even more eco-friendly electronic toys this year.

Since spring 2008, the Ecotronic toy collection has gone from strength to strength and now provides a clear green alternative to traditional battery operated toys, thanks to a mix of pre-school toys, radios and gadgets in the range. A burgeoning collection of character torches, which have been attracting cult status in the playground, are also on show.

The Ecotronic torch collection is the first part of this brand to be extended with a host of new animal characters for spring – Zoo and Farm animals have been added that should appeal to boys and girls alike. However, the new eco-torches are just a taster of what’s in store for the ecotronic collection, as new battery-less bath-toys are also about to enter the portfolio.

The first toys to be included will be in the form of a submarine and tug boat – bath-toys which include all the features of an electronic toy yet still work after being submersed. These toys don’t need batteries and are sealed to withstand rough water-play.

Le Toy Van - Hall 3 B-32

Emergency Services Playsets are among Le Toy Vans new lines.
The range includes a Fire Engine with accessories and a Fire Station Playset with pole. The line-up is perfectly complemented by the all New ‘Budkins’ poseable and collectable unique wooden characters each with its own designer fabric costume. An ambulance with trolley and wheelchair plus a two-storey hospital with lift are also available.

All the sets are accessorised with Budkins medical characters. All UK designed with unique style, the painted playsets are created for imaginative play.

The Puppet Company - Hall 1 f-55

The Puppet Company is based in North Hertfordshire and designs over 750 different types of puppets including finger puppets, glove puppets and body puppets.

Started in 1999 by husband and wife team Sue and Peter Lockey (and still directed by them), it produces a large range of puppets that will be on show at Nuremberg. With a background in teaching and retail, The Puppet Company looks to add an educational and commercial twist to the puppets it designs.

Many have full working mouths and hands and some, like the ‘Large Birds’ and ‘Socketts’, include sound (though no puppets include batteries).

The company supplies point of sale stands that have a small ‘foot print’ but can hold up to 35 glove puppets in the space of a carpet tile. The Puppet Company is also the UK and Ireland distributor for ‘Living Puppets’ – the premium German brand. Many of the puppets have working mouths and hands, and there are hundreds of characters and animals in the range.

The Puppet Company is a member of the Gift Association, as well as The British Toy and Hobby Association, and is fully committed to ethical trading. All puppets and The Wilberry Doll collection have full EN71 test reports and meet or exceed all current health and safety requirements.

Schleich - Hall 6 B20/C21

The Schleich stand at this year’s show will feature three new launches, with all existing collections on show, including the entire year’s new launch pieces. Home nation visitors will be able to speak with the UK sales team whilst viewing the new products in this German company’s premier show of the year.

Just one of the many ranges that will be extended is the Wildlife Collection featuring zebras, giraffes and a family of Meerkats. As with all Schleich’s figurines, these pieces are hand-painted and representative of the animal in its natural habitat.

Schleich’s UK retailers have been supported by a dedicated UK office for the past three years and are now to receive even more support with new display units and point of sale materials. In addition, a full PR strategy is in place for 2009.

Great Gizmos - Hall 5 A-89

Great Gizmos will be unveiling a new theme to its rapidly expanding own-brand range of Tech-Card Kits at Nuremberg this year.

The initial themes of Power Bots and Power Racers have proved successful since their launch to the UK market in 2008, so much so that the range is to be extended with two new themes – Power Lights and Power Circuits.

All the kits use Tech Card Technology – a system that takes pre-cut cards, rivets and motorised parts to make tech-projects that really work.

The new Power Lights and Power Circuit Kits are all about home accessories and are stylish and fun to construct.
First up are three new brushed silver LED light kits, each of which are designed to produce a very different lighting effect.

Whether fibre-optic, lava, or disco, there is a style of lamp to suit any kid’s room. Completing the Power Lights and Power Circuit Kits collections are three further kits including a multi-positional Desk Lamp, a Desk Fan and a Door Bell.

Amalgam - Hall 7 E-60

Amalgam Fine Model Cars is based in Bristol and has been creating models for leading designers in all areas of design and architecture since 1985.

Its large scale models are not only available to collectors, but are used extensively by manufacturers, teams and sponsors as gifts to VIPs and as marketing tools. In particular Amalgam’s relationship with Ferrari has been very fruitful with yearly small editions of models of the modern Formula 1 cars both at 1/8th and recently 1/5th scale, and now a growing collection of historic and current race and road cars in small limited editions.

They are now creating models for premium brands like Aston Martin, Mercedes-Benz, Porsche, Bugatti, Lamborghini and Bentley Motors along with all the top Formula 1 teams including McLaren.

Alongside the large scale display models Amalgam also create amazingly accurate full size Formula 1 steering wheels, as well as displays and design development models of all sorts including swanky superyachts.

Kiddimoto - Hall 3 B-51

Kiddimoto will be showing off its award winning wooden balance bikes at this year’s show. The Nuremberg Toy Fair will provide the backdrop for the new line-up for 2009, featuring two new models to the range, the Scooter and the Chopper.

Also on display is the hugely successful Suzuki GSX-R and Raleigh-branded models, showcasing the strong merchandising opportunities that Kiddimoto can offer a brand. Aimed at early years, Kiddimoto’s range of wooden balance bikes aim to work as a learning tool for the next generation of cyclists.

Constructed from tough and durable natural birch plywood, Kiddimoto is a platform that helps to teach children the important motor skills of balance and co-ordination in a fun and controlled manner.

An ideal first bike, without pedals or brakes, Kiddimoto bypasses the need for stabilisers, allowing children to quickly move from Kiddimoto to a pedal cycle.

Galt Hall 4 E-51, F-50

James Galt will be presenting its portfolio of new products for 2009 at Nuremberg, including a variety of lines from its new parent company, Elmer’s – the first time James Galt will be showcasing Elmer’s products to the European toy trade.

The range includes a number of ‘no mess’ painting products (a line which Elmer’s is well known for in the US), including ‘Go Paint’ – non marking paint brushes and colouring book sets, ‘Paintastics’ – colour changing paint pens and paint by numbers, and ‘Squeeze ‘n Brush’ paint sets.

Also from Elmer’s Scientific Explorer range, James Galt will be introducing a selection of ‘My First’ kits, aimed at children aged five plus, such as Aeroplane, Chemistry, Dino, Geology and Weather, as well as two other experimental kits in the form of Disgusting Science and Rocket Car for older children.

Completing this range are three kits aimed at girls – Perfumery, Spa Science and Ultimate Spa and Perfume Kit.
There will also be a raft of new products under the Galt brand on display, including four additions to the popular First Years range, including an innovative Tummytime Playmat, two giant pop-up soft books and a set of soft books.

A variety of puzzles – including glow in the dark and sparkle puzzles – enter the Galt catalogue for 2009, along with a refreshed look for the Activity Pack range with six new items and two new Creative Craft kits.

Finally, completing the line-up for Nuremberg 09, are additions to Galt’s popular licenced ranges, including three new Horrible Science kits, as well as Postman Pat Special Delivery Playnest and Playnest and Gym.

Richard Edward Limited - Hall 10 D-11

At this year’s International Toy Fair, games card manufacturer Richard Edward will be launching GreenCards, the first-ever range of eco-friendly playing cards in Europe.

As a European manufacturer of bespoke games cards, trading cards and playing cards, the company supplies retailers throughout Europe and around the world from its manufacturing plant in London. The GreenCards will be available to European and global retailers through Richard Edward’s new retail division, RedWood Cards, which will also make its international debut at Nuremberg.

The GreenCards range offers retailers a potential mark-up of around 40 per cent on the trade price, whilst also enabling them to show customers that they are concerned about the environment. At Nuremberg, Richard Edward will also be offering its ‘green card’ technology to global toy and games brands that want to make their existing products more eco-friendly. The company already produces card-based products for international brands such as Winning Moves, DeAgostini and Hasbro.

The new GreenCards are manufactured entirely in the UK using sustainable and recycled materials – even boasting a carbon footprint some 90 per cent lower than cards produced in the Far East. The GreenCards range was created in response to two key consumer trends: growing demand for environmentally sound products, and the return to traditional activities – such as card games and puzzles – as the crunch continues to squeeze budgets.

Tidybooks - Hall 2 1-21

Another manufacturer making its debut at Nuremberg this year is Tidybooks, the children’s bookcase, storage and toy specialist with a range of products made from sustainable sources. The Tidybooks brand began with a new concept in children’s bookcases, appealing to a gap in the market as there were no bookcases available that were compact and allowed children to choose their books easily from the shelf. The design encourages children to choose books independently, and allows neat storage of up to 85 differently sized children’s books. The Tidybooks bookcase helps to give books a central place in the family home, and has been acclaimed by educational specialists.

The Tidybooks range now includes the Bunk Bed Buddy, a specially designed shelf for the top bed bunk, and the 3D cabin puzzle, a toy that children and adults alike can enjoy.

The Tidybooks bookcase and Bunk Bed Buddy are available in a range of quality finishes, including natural lacquered wood, painted white, pale rose or pure azure. The bookcase has been successful in the UK, and is available from a range of leading children’s stockists including JoJo Maman Bebe, Blooming Marvellous and Toy R Us online.

Seven Towns - Hall 10 h-12

London-based Seven Towns, the company behind the original Rubik’s Cube has a brand new brain-teaser ready to launch to consumers in May 2009 called The Rubik’s 360.

As its name suggests, the 360 is spherical as opposed to cube-shaped and although similarly challenging, it has an obvious appeal to fans of the original cube and newcomers to the challenge. In essence, the object of the puzzle is to steer the six coloured balls through holes in the spheres and into their respective coloured ‘home slot’ domes on the outside, whilst contending with gravity along the way. Like the Cube, you don’t have to solve it in one go. The 360 has special horizontal rings to ‘lock’ the balls in place once you’ve captured them correctly on its circumference.

The team at Seven Towns views the puzzle as complementary rather than competitive to the original Cube, and is expecting it to considerably expand the existing market for the Rubik’s brand.

“We see the 360 as potentially appealing to an even wider and more international audience than our original puzzle,” says David Hedley Jones, Rubik’s brand senior vice president. “And of course, requiring no electricity or batteries, it’s very much in the current eco-friendly mode.”

Danbar Toys - Hall 6 B-15

Danbar Toys designs and manufactures its own products and specialises in a complete shopping experience, which not only include its high quality remote control toys but also a demonstration system for point of sale and on-the-shelf displays. The system, developed over the past seven years, aims to create a shopping experience that significantly increases consumers’ excitement and satisfaction from the purchase process and turnover per square meter.

 With a record of customer retention, including UK’s leading department stores (including such luminaries as Harrods, Hamleys, Debenhams and Fenwick) as well as mega malls and in more than 70 franchised points of sale across the UK and Ireland, the company is celebrating its first anniversary of successful global expansion.

A solid performance in 2008 has meant a winning year, and with orders already in place for 2009 for the Ground Assault play set (launched this year with a national TV campaign) the company has it sights set on continuing its performance to date. The Ground Assault line joins the company’s miniature, medium and large-scale helicopters and other air and land remote control toys.

The Christy Group - Hall 9 a-79

The Christy Group, which encompasses Christy by Design and Christy Asia, has evolved over the last eight years to become one of the UK’s premier dress-up specialists with offices, showrooms and partner factories across Europe and Asia.
With the focus firmly on innovative design, Christy sells to over 40 countries worldwide, and in 2007 successfully bid for the exclusive pan-European licence for Disney dress-up. Christy’s attention to detail, industry knowledge and ability to transform ideas into highly marketable outfits has enabled it to successfully bid for a large number of new licences including Britannia High, Storm Hawks and The Nutcracker to name a few.

The Christy Group was also delighted to win the award for ‘Best Licenced Dress-up 2008’ at the prestigious Licencing Awards which took place in London last year.

Mamas & Papas - Hall 1 B-03

Mamas & Papas is known for creating new collections each season and Spring/Summer 09 is no exception.

Taking inspiration from the global travels of their in-house design team, Mamas & Papas has created a whole new landscape of children’s toys. New collections including ‘Joolly Whumpers’, a collection of character knit toys that are perfectly modern in style, as well as an interactive soft toy range called ‘Little Land’ that has already wowed the parenting press in the UK and who will be featuring it heavily in coming issues.

Mamas & Papas commercial director, Tim Maule described some of the detail behind the brand’s attendance at Nuremburg Toy Fair this year: “We are launching a fresh new stand to complement the look and feel of the new collections we are launching at Nuremburg. This will be the first time that anyone in Europe has seen the new collection and we are very excited to return to such an amazing toy fair with a truly original retailing proposition that has international appeal.

“As retailers increasingly demand diversity of product to define their shopping environments, Mamas & Papas offers something for everyone; from the boutique gifting stores to the high-end department stores to traditional nursery stores. The company was recently voted International Rising Star at a global retail awards and we are delighted to be able to show the crowds at the Nuremburg Toy Fair just why the judges choose Mamas & Papas above everyone else.”

Stevenson Brothers - Hall 3 B-46a

Carrying on in the footsteps of their uncle, twin brothers Marc and Tony Stevenson set up their business in 1982 and today, 26 years later with over 7,200 horses, it is still going strong.
Combining the quality materials, traditional techniques and skilled craftsmen, the company will have plenty to show off at Nuremberg, including limited edition designs such as the zebra and the 25th anniversary horse – a traditional dapple-grey horse fitted on to a antique oak base. The blanket has the Stevenson Brothers logo in silver five per cent thread. Wood is selected from all over the world, including the Royal Parks in England and carries the FSC certificate. As a double guarantee that the wood of their rocking horse is being replaced, the company will send out a tree to customers to plant.

 With regards to the rocking mechanism, the most consistently popular design remains the safety stand horse, with the spring stand coming second. When completed, each horse is numbered and dated on a brass, gold or silver plaque. For the forthcoming Nuremberg show, the company will be showing a white and grey dapple horse customised in pink and blue for a girl or boy, as well as a selection from our range of horses.

Orchard Toys - Hall 10.0 1-18

Best known for designing and manufacturing educational games and puzzles for children from 18 months to 12 years, Orchard Toys will be showing off plenty of product at the fair. Of interest to international buyers will be Orchard Toys’ new range in French, which will be available to order from their stand at the Fair. Other than French lines, the company will showcase a large selection of its products, including seven of its latest games and puzzles, all but one of which have been designed specifically for younger children:

One banana, Two Banana is a board game for up to four players that will help children in the four-plus age group with their counting skills; Fairy Cottage is a busy 15 piece puzzle designed with little girls (two to five years) in mind; Great Britain and Ireland puzzle and poster, is a 150 piece puzzle aimed at 5-11 years.

Elsewhere, the board game Flea circus is designed for up to four players, 5+ age group, whose aim is to be the first to build their big top; Doodlebugs is a simple fun card game suitable for the youngest of players (3+), and Tutan-loot’em again is a card gamefeaturing Egyptian illustrations, for up to four players of five years plus. Finally, Fruit Frenzy, another card game, will help the 4+ age group with their colour recognition and counting skills.

Martin Yaffe - Hall 6 c-29

Fisher-Price is a recent addition to the Born to Play portfolio, with the main focus of the Fisher-Price area falling on the Farmhouse Playset, which is manufactured at Born to Play’s own roto-moulding factory in the UK. Also on display will be the UK manufactured Teeter Totter Tractor Rocker and wheeled items including the Grow with Me Trike.

Meanwhile, old favourite Fireman Sam will be a main focal point of the stand. Products on show will include the roto-moulded Ride-in Jupiter, and the Fireman Playset, both of which allow little ones to emulate the hero next door. Also on display will be the Activity Fire Station which has real working lights and sounds from the hit TV show, as well as a working microphone and knock over fires, which can be put out with the water balls. Amongst the new additions to the Fireman Sam range is Wind Up Floating Neptune, inspired by the coastal location in the new CGI programming.

New products will also be showcased from master toy licence Little Princess, which aired in Germany on KIKA in August, September and early October 2008 every day. New additions to the successful plush range include themed beanies for Autumn/Winter. Fans of the royal rogue will be able to transport their possessions in style with either the Gilbert Backpack or Little Princess Pram, which comes with a Gilbert plush. Both products are available Autumn/Winter 09. Also new for Spring/Summer are foam play balls and the Greenhouse Playset.

Another recent addition to the portfolio is Lazy Town. Building on Lazy Town’s 50/50 gender spilt, where girls see the programme as a song and dance show and boys as an action show, Born to Play is producing two product lines to maximise this opportunity – one in ‘Stephanie pink’ and one in ‘Sportacus blue’. Highlights of the Spring/Summer collection include wheeled toys, inflatables and outdoor play items. Wheeled toys also feature in the Autumn/Winter line-up along with talking plush, figures and dress-up sets.

Evergreen brands Bob the Builder and Thomas & Friends will also be on display, with outdoor and roto-moulded items including the Bob the Builder and Thomas Sand and Water Playsets being showcased.

Learning Resources - Hall 4 a-05

Learning Resources never fails to introduce at least 100 new products each year, enhancing its already extensive product range. This year, the main focus will fall on the new educational range.

2009 sees the launch of new additions to the Pretend & Play range including a Bakery Set for children to strengthen basic early skills and stir up some cooking fun. Encouraging role play and creativity, this set will get children cracking eggs, sorting fruit pie pieces and rolling out pretend cookie dough.

The popular Gears!Gears!Gears! range will be delivering a constructive challenge, especially with the launch of an appealing school-themed set for 2009. Children can build their creativity and design their own school and playground of colourful spinning gears.

Older children can go head-to-head with Number Knockout, a fast-paced electronic dice game. Children race to knock out numbers and practice mental maths as the game’s cheering crowd and boxing-style announcer add to the excitement.

Community Playthings - Hall 3 a-23

With a sixty-five year history in manufacturing, Community Playthings has drawn on expertise from childcare professionals from the very beginning. As a result, its modular wooden furniture and play equipment supports flexible environments where children can play, grow and learn. All items come with a full 10-year warranty, and Community Playthings offers free resources to help with planning and room layout.

At Spielwarenmesse 2009 the company will be demonstrating its Roomscape furniture in newly designed sets that make it even more simple and flexible to use. The company will also be featuring our baby range of equipment for the first time in Nuremberg.

Kablamm - Hall 6 b-13

MechRC is a new concept in consumer robotics born out of a partnership between UK-based concept provider Kablamm Ltd. and the Taiwanese manufacturer Gadget Lab International. Standing approximately 30cm high and boasting 17 high powered servo motors, MechRC is capable of displaying a range of motion from break dancing to robotic Kung Fu, all accessible from a remote control handset. The robot also comes with a fully featured software package that allows users to create their own motions and download them to the robot. There is also a community website where they can share their motions with other users and show off videos of their robots in action.

Setting the MechRC apart from other humanoid robots in the market, the robot’s designers have focused their attention squarely on the user. “Our aim is to deliver cutting edge technology that everyone can enjoy and feel confident using,” says Jim Wyatt of Kablamm.

“There is nothing worse than feeling like you need an IT degree just to get your new toy up and running. The robot comes with a whole array of motions and action sequences out of the box, but really these are just a starting point. We want people to get in there and start creating their own motions straight away, so we have done everything we can to make the accompanying software and user guides as simple and exciting as possible.”

Manhattan Toy - Hall 3 D-44

Manhattan Toy will be unveiling an impressive 100-plus new products at this year’s Nuremberg Toy Fair. The launch will include additions to a number of ranges, including the baby, plush, puppets and Groovy Girls line-ups, as well as more Puzzibits and Automoblox options.

 Look out for the new Baby-Ville range – research has shown that babies are fascinated by faces, especially those of other babies. This collection of toys for babies aged 0-12 months is actually the first of its kind, and features the images of the celebrated photographer Penny Gentieu, who is recognised worldwide for her baby photography.

 New to Groovy Girls are three mermaids complete with removable tails and two pet friends. Also, the addition of four more RSVP dolls makes the interactive website, which features games, activities, chatting, fashion design and even downloadable music.

As the exclusive world-wide distributor of Automoblox, the range which combines modern car designs with a building block construction system, Manhattan Toy will be revealing the Automoblox Performance Series which promises to add even more power to the 2009 collection.

Shesto - Hall 7 B-79

This London based company specialises in the development, marketing and distribution of several ranges of specific tool and lighting products aimed at the model, hobby and craft trades. Over the years Shesto has developed brands designed to appeal to professionals and enthusiasts alike.

The Model Craft Collection of precision hand tools has gained a reputation worldwide as one of the most comprehensive ranges of sometimes otherwise difficult-to-find tools. Reasonably priced, the Model Craft collection allows distributors and retailers to source all their tool requirements under one recognisable brand. Shesto has a network of distributors worldwide that carry the entire range and represent them exclusively in their territories.

Rotacraft Miniature Precision Power Tools and Accessories have been developed by Shesto to enable the model and hobby trade to have access to a low cost range of tools specifically designed for the needs of the demanding modeller and crafter but at prices that compete against the competition from non-traditional outlets.

Light-Craft is the latest addition to Shesto’s list of specialist brands, providing a dedicated lightsource for serious modellers. Soldercraft is a range of heat tools from soldering to wood burning suitable for a multitude of uses.

This year a new brand will be launched at the show – Spraycraft: a range of cost effective airbrushing kits for everyone. Finally, Shesto also specialises in the supply of any of its wide range of products in OEM packaging as well as designing and supplying tools and tool kits to customers own specifications and requirements.

Kit for Kids - Hall 4 a-26

Originally designed for the education market this range of giant floor toys by Kit for Kids is now available for the retail sector. Launching in Nuremberg, the Under The Sea and Back To Nature floor creatures look set to make a great impression.

These heavy-duty tactile cushions are meant as play mates as well as for children to relax and cuddle up to. The cushions feature soft and differing textures, as well as funky colours and friendly designs, not to mention removable and washable covers.

Due to retail reaction the play toys have had so far, development plans are already in place for two brand new ranges of Farm Yard and African Animals. Expansions to the current ranges are due for 2009 to include complementing snuggle mats, perfect for creating comfortable themed areas in nurseries and schools.

Hornby - Hall 7 f-30, f-36

2009 looks packed for Scalextric with a number of high profile sets and cars being added to the already extensive range. From Championship winning Lewis Hamilton inspired sets, to a Limited Edition celebration of 50 years of the Mini, there is plenty to see.

First up is the Vodafone McLaren Mercedes Set. A fitting way to launch the new Scalextric range – a special Vodafone McLaren Mercedes Lewis Hamilton set, honouring Hamilton’s Championship win.

Based on the hit EA video game, Need For Speed Scalextric and MicroScalextric sets will be launching mid-2009.
Inspired by the Disney/Pixar movie, the MicroScalextric Disney Cars set is aimed at the family market. Lightning McQueen and Chick Hicks race along Route 66 and for the Piston Cup.

Finally, the Great British icon, the Mini, will be 50 years-old in 2009. Scalextric pays homage to the first ever Mini to roll off the production line 50 years ago.

Cassidy Brothers - Hall 12 C-04

Cassidy Brothers had a great 2008 with increased FOB business. In 2009 the firm is looking to better this even further. Its range of role-play products are being well received by the rest of the world, with distributors now in Spain, Australia and the UAE, with the company actively looking for distributors in other territories.

For 2009, the new FOB product will be the latest Dyson Cylinder Vacuum, the DC22.

The company hopes to continue its success with lines such as Little Henry, Little Hetty and the renowned Dyson DC14 replica.
Its lesser-known generic lines such as the Chip N Pin Tills and Baby Huggles Dolls Accessory lines are also worth a look, as they are performing well world wide.

 This will be Cassidy Brothers’ 48th year at Nuremburg Toy fair and with third generation family members at the helm, the company is sure this will continue for years to come.

Wizard Toys - Hall 12 c-01, B-04

Bringing its extensive range of shrinkles to Nuremberg this year, Wizard Toys has a huge range of exhibits to chose from. Shrinkles, craft kits that kids can colour, cut and then shrink in the oven, can be made into key fobs, magnets, jewellery and any number of additional applications. Also on show will be the company’s extensive range of ‘Bumper Boxes’, including the Knights and Dragons themed set, which includes everything needed to make 12 figurines.

Meadow Kids - Hall 12 F-04A

Meadow Kids launches its new ‘Learn and Play’ activity range for 2009 at this year’s show. Designed to encourage learning through family interaction, this range covers core aspects of elementary education including diet, numeracy, the alphabet and good behaviour.

The ‘My Family’ Five Food Group Reward Chart is an interactive way to motivate a family to eat a balanced diet and learn the benefits of the five food groups. It comes with a comprehensive ‘five food group’ info insert sheet plus a write on/wipe off pen. Bath time Basketball is, as you would expect, a toy for children to enjoy in the bath and is a good way for them to develop their hand to eye co-ordination and number association by trying to get the different creatures in the hoop.

Hy-Pro - Hall 8 E-18, D-21

Hy-Pro International, the toys and sports specialist, will be unveiling its wheeled toys brand at Nuremberg Toy Fair this month. And this will include a new look for its Street Glider skate range.

Attendees at the Nuremberg Toy Fair will be the first to see the new brand that will initially include Street Gliders and a range of scooters. The range will also feature three scooters that will be making their debut at the show, which will include the ‘Phantom’ scooter which has light-up effects never before seen on a scooter. The details of the other scooters are currently under wraps for the show, but Hy-Pro has been able to reveal that their names will be ‘Bandit’ and ‘Venom’.

Simon Pickavance, Hy-Pro commercial director, said: “This is an exciting time for Hy-Pro as we launch our new wheeled toys brand into the market.

“With our hugely successful Street Gliders products coming under the new banner, as well as our innovative new product, the brand will instantly become one of the biggest names in the toy market, and this will give us the freedom to expand our wheeled toys category within the outdoor toys industry.”
The new brand and designs for Hy-Pro’s wheeled toys will be revealed at the Nuremberg Toy Fair.

Treasure Trove - Hall 4 B-25

Having moved its prime exhibition from ExCel to Nuremberg in 2008, Treasure Trove will be continuing with this strategy in 2009. The appointment as Breyer’s exclusive distributor for the UK and Ireland, and its ongoing support of Breyer’s European expansion, was the big news for the company in 2008.

As usual there are many new additions to the Breyer line-up, including two exclusives: Pippin (Pony Club hero 2008) and The English Riding Gift Set. The two Breyer ranges which will be the focus of Treasure Trove’s marketing efforts for the Toy Trade in 2009 are Stablemates, with price points starting at just £2.99, and the Activity line, which has proved so successful since introduction.

Activity products now form a very important part of the Treasure Trove portfolio. Not only does the company distribute the extensive SES Creative line, but it has seen big sales with its Sticky Mosaics. “This line totally sold out at Christmas and there is an extensive range of new titles and ideas going into 2009,” comments business director Liz Nield. “Repeat purchase levels are high and, not surprisingly, sales are strong year round.”

Liz continues: “We are very focused on products which are going to sell through all year and this was why we were delighted to introduce ‘Grow-A-Heads’ late in 2008, only £6.99 retail. We are also introducing a wonderful outdoor line called ‘Explore’.”

Sambro - Hall 10 D-24

Sambro will be beginning 2009 with a wide range of new licences to add to its portfolio.

Creative play and stationery items will be launching from Littlest Pet Shop, Transformers Animated, My Little Princess, Polly Pocket, Fireman Sam, Barney and many more.

Also available in the Transformers animated range will be full-size pin-ball machines and outdoor toys. A generic range of outdoor toys will also be available and a giant inflatable Connect 4 takes board games to a different level.

The firm’s successful Thumb Wrestling Federation will also be on show alongside a range of other pocket money toys.

Early Bird Hall 12 d-08

Distributed in the UK by Agenta/Earlybird, Austrian toy manufacturer Gowi has been producing toys for over 100 years.

For 2009 there’s a new collection of traditional tea sets available in different sizes, from 18 pieces including a tea pot, cups and saucers, sugar pot and spoons right through to a 39-piece set including items such as egg cups and plates. Each set is available in red, blue, yellow, orange, lemon and pink and come shrink-wrapped for a ‘what you see is what you get’ display.

Other pieces in the range include Serve ‘n’ Play Trolley, Cook Sets and Mini Kitchens. With the onset of summer the firm will introduce a range of water and sand toys including buckets, spades and sandpits.

These products and ranges are just a small selection of what’s available from Gowi’s as it offers a range of high quality plastic toys for both boys and girls, including role-play items for preschoolers including push-along vehicles, garages to house them in, road sets and much more.

Golden Bear Hall 10 D-24

Golden Bear will be launching an extensive range of new products at the 2009 Nuremberg Toy Fair.

The introduction of the My 1st JCB range in 2008 will be extended to include lines based on various construction vehicles, including Mini JCB Pull Backs based on the existing characters Joey JCB, Larry Loadall, Doug Dumptruck and Rex Roller alongside a new character Freddie Fastrack. Two other talking characters are being introduced – Elvis Excavator and Max the World’s Fastest Diesel.

Golden Bear will also be launching a collection of Shaun the Sheep products. The 2009 ranges will be aimed at a wider audience, including message plush, aprons, ear and hand muffs, keyrings, CD holders, demister pads, air freshener, hanging car dice, mobile phone and iPod holders.

The Talking Thomas & Friends range introduces a new character for autumn. The talking Thomas & Friends range will be refreshed with a Crash ‘n’ Bang Thomas play set, featuring pull back action. Drive Away Talking Thomas & Friends range will also continue.

The Peppa Pig range will be extended to include new wooden products. The wooden range will reflect themes from the animation such as Grandpa Pig’s Boat and train. All items will help to enhance a child’s development skills.

In addition, the Charlie and Lola collection will broaden to include new items such as Bouncing Lola, as well as the Charlie and Lola space hopper and the introduction of Sizzles the Dog.

IMC Toys Hall 12 G-16, F-12

IMC is moving into 2009 with numerous extensions to its popular ranges, which will be on show at the International Toy Fair.

IMC Toys offers its customers product from I6 leading licences including Ben 10, Power Rangers and Clone Wars for boys, Disney Princess and Barbie for girls and a strong pre-school mix encompassing Cars, Dora, Toy Story, Mickey Clubhouse and Winnie the Pooh.

Visitors to the show will be able to see a wide cross-section of 173 products that start at low price point musical key-rings and feature electronic role-play musical instruments, walkie talkies, games and arts and craft products.

There are also three TV promoted items for 2009; the Power Rangers Intercom Mask, the amazing Mickey Sings and Dance figure and Baxter the remote control Dog.



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