Page 10 - Toy & Hobbby Retailer Magazine Nov-Dec 2018

NEWS
FROM THE NEWS DESK
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MOST VIEWED STORIES ON TOYHOBBYRETAILER.COM.AU DURING THE PAST MONTH
1IMAGINATION GAMING CREATES LARGEST BOARD GAME PROMOTION EVER SEEN Australian games manufacturer and distributor, Imagination Gaming, created the biggest board game promotion of all time, in partnership with Channel Nine and Hasbro.
The business brought the high-rating TV show, The Block to Monopoly.
A newly-renovated Block Gatwick apartment is up for grabs when consumers purchase the $89.00 board game. The winner will be revealed in December.
2TIE QUASHES SAFETY CONCERNS OVER SQUISHIES
The representative body for toy manufacturers in Europe, Toy Industries of Europe (TIE), responded to media coverage suggesting that squishy toys contain potentially harmful chemicals.
The media coverage came after
a study conducted by the Danish Environmental Protection Agency (EPA) on 12 squishy toys, found that the toys could emit chemicals. After consultation with a chemical expert, TIE said that the toys were tested beyond the normal means and some of them shouldn’t have even been for sale. TIE also criticised the study for only testing 12 squishies, believing this was not a sufficient sample size.
3THIS YOUTUBE SENSATION NOW HAS A TOY LINE
YouTube child star, Ryan ToysReview, expanded beyond the digital world, launching a toy and apparel line in partnership with media company, Pocket.watch.
In June, Pocket.watch announced a slew of licensing deals for the Ryan ToysReview brand, including a partnership with Australian licensing firm Centa IP.
The toy line, which launched in August, comprises of 15 items and capitalises on current trends
Mal’s Toy Shop closes after three decades
MID-NORTH coast toy retailer – Mal’s Toy Shop – closed at the end of September.
The store in Taree had been trading for
30 years, but felt the impacts of discount department stores, changes in kids’ play habits and the rise of technology.
Speaking to ABC News, owner, Mal Geary, said that in the early years the business was booming, but since then, a lot has changed
in the industry.
“In the first 10 years it was really good, it was so busy, we used to have hundreds and hundreds of lay-bys then. We had our shed full, our house full, upstairs in our house, every bedroom was full of toys.
“We’re getting on in years [now], and I think it’s time, things have certainly changed in the toy industry.
“I don’t think there are many independent toy stores left in NSW now, and that’s the same across the country.
“It is hard, children today tend to want electronics, [they] want the phones and the
ABOVE: Mal Geary – Emma Siossian.
iPads and stuff like that. It tends to be younger children now, once they get to about five or six they don’t want toys, they want electronics.”
Geary said that – similarly to many toy businesses in Australia – his daughter helped him run the business over the years, but that it was time to close.
“Sally stopped here and helped me and I certainly couldn’t have survived without her, she’s been a blessing.
“I’m very sad, I have mixed emotions about closing the store, but I am getting to that age and it’s time to have a break,” he said. ❉
A move into movies
2018 is the year of change for US toy manufacturer, Mattel, with the company announcing the creation of its film division.
Mattel Films will be led by Academy Award nominated producer, Robbie Brenner. She will serve as executive producer of the division and will report to Mattel CEO and chairman, Ynon Kreiz.
The new film business will help extend Mattel’s selection of IP across new categories and Kreiz said that Brenner is the ideal candidate to do it.
“Mattel is home to one of the world’s greatest portfolios of beloved franchises, and the creation
of Mattel Films will allow us to unlock significant value across our IP.
“Robbie is a gifted storyteller and a highly respected filmmaker with deep relationships in entertainment. She is the perfect leader to bring our celebrated brands to life.”
Brenner has held leadership roles in the entertainment industry for over 20 years including senior vice president positions at both Twentieth Century Fox and Miramax.
She produced the Academy Award nominated film Dallas Buyers Club, while her film Burden won a Sundance Film Festival Audience Award.
Speaking about her new position, Brenner said that she is excited to create new stories centred around Mattel’s brands.
“Generations of children around the world have grown up with deep emotional connections to Mattel’s brands and characters.
“There are so many stories to be told and so many imaginations to be captured by these iconic brands, and I look forward to working with Ynon and his team to do so.”
Mattel Films was announced on 06September. ❉
10 TOY & HOBBY RETAILER NOVEMBER / DECEMBER 2018
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