BY TONY BUGG
Australia is unique in toys during June and July each year. Since the early 1990’s we have witnessed the Mid-Year Toy promotional sale cycle. Originally launched by Target Australia. K Mart, Big W, Myer, David Jones and others followed. As the years rolled on and the toy landscape changed here Big W is really the only Mass retailer who offers this activation. The sale commences late June and concludes on the 20th of July each year. It’s the window for toy companies to launch and showcase their new product.
This year one of the major focusses is on the launch of the game show boardgame – Deal or No Deal. The game is from Imagination Gaming and includes the opportunity for a consumer who purchases the game to win a cash prize of 1 million dollars. The item is prominent at the entrance to all Big W stores with a special pallet display. From all reports it has proved to be a huge success.
Shane Yeend, who is the founder of Imagination Games has been developing game show boardgames for 40 years he is the man behind Deal or No Deal. He has been able to broker highly successful activations like this one around his games for many years.
Target Australia has also launched a digital Toy Sale recently. It’s interesting to see a raft of new releases from ZURU including Mini Brands Home/Garden/Robo Alive Shark/Dino Escape and Smashers Horror.
On another note, The Australian Toy Association hosted our annual Mid-Year Toy fair in Sydney on the 27th and 28th of June. The show saw 40 exhibitors on the floor. Buyers and visitors attended the show to see the latest releases for the second half of 202/25. New products including Cubeez from Head start, Emma Memma accessories from Pink Poppy, Wicked by Zimbler Toys, Nationary family card game, Harlington – Thomas Kinkade premium puzzle range and UNO No Mercy card game.
The Toy Universe was able announce an exciting new partnership with Brave Toys, parent company of Connetix and My Creative Box to form a new more robust entity. Connetix is already active in 83 countries where they offer their STEAM accredited magnetic tiles. Global award winning, they are looking to introduce new play patterns and new products via their distribution networks.
Disney’s Stich and Despicable Me 4 toys were also prominent.
The market in Australia generally has become much more challenging for suppliers with K Mart continuing to ramp up they’re in house brand called ANKO. The toy department is now dominated by ANKO toy product in most categories. K Mart have even recently entered a partnership with Mattel where they will offer Mattel brands within their wooden toy ranges and in ANKO packaging. This has created a situation where suppliers need to be mindful to bring product that offers a point of difference and something that K mart can’t do themselves. i.e. high-profile licensed product and Bespoke developments.
Australia has always punched well above its weight. As the toy business has evolved there has been several Australian companies who have stepped up and become successful on the world stage.
Moose Toys, Head start, Connetix, Toy Monster with Jurassic Park, Eezy Peezy, Crystal Gaze and more recently Jellystone Designs.
A recent development from Moose Toys has been the collaboration with Mr Beast a phenomenon in the influencer space. Moose will create a Mr Beast Lab collection to launch around July.
Interestingly, there is another on going and emerging trend in the Kidult space which is fuelling growth in the toy business. This older age group with disposable income are buying up collectables, board games and nostalgic toys at a great rate.
Amazon is continuing to evaluate the market here in Australia and will soon open its 8th warehouse. As they continue to refine their offer which includes prime, there is no doubt that they will land on same day delivery and perhaps delivery within a couple of hours. They will become a dominant retailer in this market sooner rather than later.
More from the Toy Universe later….
Tony Bugg is managing director of Bugg Solutions. He has been part of the toy and licensing business since the early 80’s. He has held senior roles with Hasbro, Playcorp and Reed for Kids.He served on the Australian Toy Association Board for 6 years and more recently held the role of MD in Australia for LIMA (the licensing industry peek body) that later has become known as Licensing International. His term spanned 10 years from 2010. Tony was the founder of the industry publication The Bugg Report and has assisted many companies in the toy and licensing business.
