Industry bullish ahead of Q4

The key period for the toy industry is set to see revenues increase, according to key suppliers.
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Talking to ToyNews, a number of key execs were united in their confidence for the fourth quarter.

Erica Zubriski, senior marketing director, Mattel UK, said: “We are confident that we have a strong portfolio of brands as well as great licences and some great innovative ‘wow’ products so we feel positive about the final quarter. We have strong marketing programmes that support all our brands so we are well placed for Christmas.”

Many of the companies had key lines they hoped would buoy sales. Mary Price, Mega Brand’s UK and international commercial and marketing director, commented: “Halo continues to exceed expectations and our new Need For Speed range has had a excellent start.
“The success of mini figures has been phenomenal and we continue to do really well with our range of mini figures – Halo, Hello Kitty, etc.”

Vivid is also depending on stand-out products to make it onto the Christmas wish list. Marketing and licensing director, Emma Weber, said: “Vivid have a broad portfolio and first reads for the new A/W ranges show that our power brands are set to grow including Moshi Monsters, Crayola, Animagic and new pre-school brands, Little Charley Bear and Everything’s Rosie.”

Many companies were hit by bad weather last year, but it hasn’t dampened spirits at Tomy. Joanne Gray, head of European marketing, explained: “We’re hopeful of a strong Q4, we just hope we don’t get that early snow again this year, as that really did cause chaos.

“Assuming the weather is good to us, we believe we have the potential for some great sales – early reads already indicate that GX Buggy is going to be a hot toy for boys this year and for girls Pinypon and Teacup Piggies have the potential to be at the top of the Christmas list.”

VTech has marketing in place to put its product front of mind. Graham Canning, sales director, said: “VTech has a big TV campaign in Q4, the most we have ever run in the UK. InnoTab, the new learning app tablet for children, is just hitting the shelves and first sale reads are excellent. So we are confident of another good Christmas.”

Anthony Temple, MD, Rainbow Designs, concluded: “We expect trading conditions to continue to be difficult, however we are confident that we will meet our Q4 targets.”

To read more about the industry’s views on the year so far, emerging trends, marketing and more, simply click here.


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