SECTOR GUIDE: Halloween and Magic

More popular in the UK than ever, Halloween is the perfect time for retailers to make a killing, stocking a variety of dress-up, magic sets, games and tricks. ToyNews casts its eye over what will be in-store.
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Rubie’s - 08453 070707

This trick or treat season, Rubie’s is expanding its Halloween kids collection with gruesome new editions to its fancy dress range.

The new Zomboy and Zombet costumes are designed to deliver a fright with their scary prints and accessories.

The Zomboy includes a torn jacket, a printed shirt and torn trousers, while Zombet is made complete by a top, printed shirt and also a skirt.

For boys, the new Midnight Creeper and Mummy costumes, both with light up functions, make for a creepy costume day or night.

Girls, however, may prefer the Mummy-Ista costume, complete with headband, choker, dress, glovelets and leggings, while the Egyptian-Ista styles a dress, vest with collar, waist sash, leggings, glovelets and armbands.

The In Thing - 0845 365 3030

Just in time to add horror to Halloween, The In Thing launches its latest in creepy collectables with the Zombie Zity range.

A gruesome gang of 60 wobble-head figures, the Zombie Zity range is accompanied by a collection of over 100 trading cards that include the 4D ‘scratch and sniff’.

These come with unique codes which link to the online world of the bobble heads.

In the online landscape, the kids and the zombies must work together to defeat the evil mayor of Zombie Zity to restore order to the Zity, a task of heroic proportions.
The new collection will be priced between 75p and £5.99.

Vivid - 01483 449944

Moshi Monsters are out in force this autumn/winter, as Vivid launches a spooky new line-up ready for Halloween.

Retailing at £4.99, kids can simply crack open a Spooky Egg to reveal a collection of four glow-in-the-dark Moshlings.

Meanwhile, the Halloween Collectables pack, also £4.99, will allow customers to build up their creepy collection.

The Halloween pack contains five figures, four of which are glow-in-the-dark with a fifth special hidden Moshi.

Each pack also includes a secret code for free in game rox.

To complete the Halloween range Vivid delivers the Spooky Collector Bag (£2.99), which comes with two glow-in-the-dark figures.

Great Gizmos - 01293 543 221

Great Gizmos’ is helping kids put on a show this season with the expansion of its 4M collection of science kits to include a series of new magic sets.

The first in a collection of three, Magic! includes 12 magic tricks for kids to master.

With dice, a deck of cards, magic wand and a handy hints and tips booklet, the kit aims to teach children the tricks and slight of hand required for magic performances.

Math Magic offers spectacle with an educational twist.

Each kit contains over 15 maths tricks, games and puzzles that Great Gizmos says will help kids learn how to solve super quick calculations and even read minds.

Last in the collection is Science Magic.

The kit contains over 20 scientific tricks using everyday objects helping children learn the science behind the magic using the medium of magnetism and mathematics.

Star Cutouts - 0161 344 5839

Courtesy of Star Cutouts, this Halloween witnesses the launch of a new range of life-size creepy cutouts and freaky facemasks.

With new additions to its ever-popular Halloween mask six-pack, retailing at £9.99, Star Cutouts delivers a collection it believes guarantees a broad offer and supply for this growing party period.

With a collection of squeamishly striking face masks including a werewolf, clown and zombie, and a variety of cutouts to help bring a Halloween party back from the dead, the company distributes products directly from its UK office both to the High Street and on-line.

Star Cutouts is also releasing new licence details on an on-going basis, which will consist of life-size cutouts and more exciting masks.

H Grossman

Introduced last year, Deadstone Valley is all about creating corpses and burying them on an interactive website.

Collect different characters in coffins, then log on to the website to bury them with their own epitaph.

New gift sets were introduced at this year’s Toy Fair, packaging a variety of collectable characters in one pack.

Marvin’s Magic - 01582 849 000

Celebrating its 25th Anniversary, Marvin’s Magic hopes for another exciting year, as 2013 sees it launch its latest in trick or treating with its collection of Freaky Body Illusions.

Illusions that you can do with your own body, the range will enable magicians of all abilities to set the tone this Halloween, by rotating their own heads, stretching ears or making eyeballs float in mid-air.

Each set contains a complete show featuring special prop ‘body parts’ and a DVD that will give each Halloween prankster the chance to become a human light bulb or to even hold a living severed hand.

Marvin’s Magic says that it is a company which is dedicated to developing ‘innovative and impressive’ new products.

Maps Toys - 01483 776 006

Halloween is the time for kids to don their favourite costumes and this year Maps Toys offers children an alternative to the usual plastic pointy teeth.

From its new Aeromax costume collection, Maps Toys presents the Deluxe NASA Spaceman.

Made from high-quality material, the bright orange, zip-fronted suit features authentic looking NASA badges, while completing the outfit the Talking Space Helmet features a mission control countdown and blast off sounds alongside the NASA branded boots and astronaut gloves.

For extra trick or treating this year, Maps Toys provides the Astronaut Space Backpack Water Blaster designed for keeping those UFOs at bay during Halloween.

In addition to the NASA range, there’s also a Deluxe Firefighter costume complemented by the Firepower Super Soaking Fire Hose.

Character Options - 0161 633 9800

Character Options pre-empts the Halloween fright fest with the Scooby-Doo constructable micro-figures and Monsters vs. Zombies, adding 12 collectable figures including eight glow-in-the-dark to the range.

Scooby-Doo enhances its Halloween collection with the new Trap Time theme of figures, accessories, vehicles and play-sets.

The Trap Time set lets kids catch the monster, unmask the villain and solve the mystery, while the Trap Time Frighthouse Play-set, with lights and sounds, focuses on its trap door and glow-in-the-dark cave.

Toy pets turn ugly in summer with the introduction of The Ugglys, a gang of interactive Pugs that burp sleep and snore like a real pet.

With sound effects including eight different bottom burping tunes, and supported by a full PR and TV advertising campaign, The Ugglys are designed to be the ultimate novelty gift.

Drumond Park - 01344 322 000

Revolting props await discovery this Halloween as snot, slime, dandruff, toenail clippings, cockroaches, squashed eyeballs and crunching bones all adorn the Gross Magic Set, a set full of disgusting tricks for kids.

Drumond Park holds a strong position in the magic, novelty and Halloween market. Its Gross Magic holds the number one spot, while The Box of Shocks is at number three and The Stephen Mulhern Magic set and Horrid Practical Jokes at numbers nine and ten.

Supported year round by strong PR and TV advertising, and having just completed an April Fool’s Day social media campaign for The Box of Shocks involving more
than 40 parenting websites and mummy bloggers, Drumond Park say that it is always sourcing new ways to publicise its products.

Asobi - 01628 200077

Asobi presents some ghoulish additions to its Sonny Angels range of collectables.

Currently comprised of 96 different angels, each character in the range is sold in a blind box, meaning the customer never knows which treat they will get.

Increasing the element of surprise further, on special occasions angels unique from the standard range are secretly sold, with records of some having fetched £1,000 on eBay.

Asobi is only letting 100 retailers stock the product, with only a few spaces left to provide homes for the new host of Halloween heroes including the Witch, Vampire, Pumpkin, Ghost and the Mummy.

Distributors of the New Zealand born brand Seedling, Asobi also presents the brand new Design your own Wizard Wand with paints and glitters.

John Adams - 01480 414 361

Disgusting autopsies and monster creation all arrive courtesy of the Gross Science range.

The Eyeball dissection kit, Zombie hand kit and Beating Heart kit all offer a spooky insight into the science of body parts.

The original Mr Creepy Magic kit contains 25 fully illustrated magic tricks all with a horror theme.

Each of the tricks comes with easy to follow instructions, as well as spooky accessories including chattering teeth and a severed ear.

Mr Creepy Practical Jokes follows the same spooky theme including walking cockroaches, severed fingers and maggots for a range of grim practical jokes.

HolograFX presents Halloween trickery with an immersive interactive entertainment show.

Delivered via a free App, HolograFX characters appear and disappear into the props included within the set.


This season Smiffy’s presents its Time4Fun collection of Magic Tricks, helping kids read minds with telepathy or master the Jumping Eyeball trick.

Spinning UFO toys and classic gags such as Squirt Cameras, Rubber Pencils and Zany Eye Specs are all available for this Halloween.


MGA unveils new ranges in the Bratzillaz line, the witchy-glam cousins of the Bratz dolls.

Magic Night Out features new character Vampelina, while Bratzillaz Midnight Beach witnesses the introduction of Fianna Fins.

Other characters include Jade J’Adore, Meygana Broomstix, Cloetta Spelletta and Yasmina Clairvoya.

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