LEGO teams with Universal Music Group to launch creative music franchise LEGO Vidiyo

The LEGO Group has teamed up with Universal Music Group to unveil LEGO Vidiyo, an innovative music video maker experience that celebrates children’s creativity and passion for music.

Through LEGO Vidiyo, kids can direct, produce, star in, and share their own music videos, using chart-topping tracks from Universal Music’s wealth of global artists.

Aimed at kids aged seven to ten, LEGO Vidiyo aims to provide a safe universe where they can explore physical and digital play by letting them experiment with play and music. LEGO states that the platform combines new technology with the LEGO System in Play, to help kids discover music, express themselves, and do so with anonymity that keeps them safe online as they upload their content to the accompanying App feed.

Accessed through a mash-up of LEGO elements, minifigures, music, augmented reality, and a new app, LEGO Vidiyo features endless combinations of editing options that are unlocked through new special effect ‘BeatBits.’

Kids can choose one of the man songs in the App from a variety of established artists. They can then create their own band form a collection of physical minifigures which can be customised and brought to life in different scales through AR tech n the Vidiyo app. Using ‘BeatBits’ – decorated 2×2 square LEGO elements that unlock special features when scanned – users can then line-up an array of special effects. This element allows them to control everything from video and music styles, to scene effects.

LEGO Vidiyo music videos can be set anywhere, and kids can set their stage by scanning their surroundings. Then, by hitting the selected BeatBits in the app, children can take creative control of their music video production, creating dance moves and audio effects in a 60 second performance. These performances can even be trimmed down to five, ten, 15, or 20 seconds clips for sharing with friends.

Finally, once the content has passed moderation, these clips can then be uploaded to the App feed.

LEGO underlines that any content featuring personally-identifiable information, such as children starring in the video, will not be approved for the App feed upload, but can be stored locally in-app, so friends and family can enjoy the content.

New music, challenges, and inspirational content will be added regularly to the App to keep gameplay fresh and encourage children to continue developing their creative skills. The challenges are designed to help young creators transform their videos from simple performances to exciting and dynamic productions, while ensuring they take full advantage of the wide range of features LEGO VIDIYO has to offer through new unique BeatBits.

“We want to feed the imagination of the next generation of creatives, providing a new canvas for kids to creatively express themselves,” said Julia Goldin, chief marketing officer, the LEGO Group.

“Research shows over three quarters (79 per cent) of parents globally wish their children had more creative confidence, so we’re launching LEGO Vidiyo to help make that happen. We know children are always chasing new ways to experiment creatively, and LEGO Vidiyo is here to help all kids with a passion for music unleash their creativity through LEGO building and music video production. We can’t wait to see what they come up with.”

LEGO Vidiyo is the first collaboration between the LEGO Group and Universal Music Group, after the two companies announced their partnership in April 2020.

Olivier Robert-Murphy, executive vice president, Universal Music Group and Brands added: “Through this innovative global partnership – with the power of music and play harnessed to support early development of creativity – children around the globe will be able to express themselves as they stage, direct, perform, and share their music videos.

“LEGO Vidiyo is a great way for millions of kids to discover new music and get closer to their favourite artists while learning and connecting through play.”

LEGO Vidiyo will witness the roll-out of a new App experience, LEGO sets, and lifestyle products, which are being brought to life in partnership with Bravado, Universal Music Group’s industry-leading merchandise and brand management company.

The first LEGO Vidiyo products will be available in the UK from March 1st 2021.

Viewpoint | WildBrain CPLG’s John Taylor explores the global shift and trends for 2021

Major changes are taking place across both the licensing and retail landscapes, and it’s not all driven by the pandemic. Yes, the arrival of the coronavirus on a global scale has influenced some sweeping evolutionary moves for businesses the world over, but it has only acted as a facilitator of the inevitable changes that were upon us.

Here, John Taylor, VP Northern Europe and MD UK and France at WildBrain CPLG talks us through a selection of the biggest trends he believes will go on to define the year 2021.

[divider style=”solid” top=”20″ bottom=”20″]

With 2021 underway and the industry navigating changes to the licensing and retail landscape brought on by the global pandemic and other forces, I’d like to explore five key trends that we at WildBrain CPLG expect to see this year and what we think they will mean for brand owners.

Sustainability accelerates 

For several years, the licensing industry has been discussing how we can make our business better for the environment, and how we can play a part in protecting our planet for future generations. There’s been significant acceleration in this area and a clear shift in priorities, with sustainability now an urgent focus for many businesses.

Plans for developing more environmentally conscious products and packaging are being worked into licensing agreements, which is an extremely positive step. 

Some good examples we’ve seen include The LEGO Group pledging up to US$400 million over three years to accelerate its sustainability and social responsibility initiatives, and Hasbro phasing out plastic from new toy and game packaging. 

I anticipate we’ll also see more brands making sustainability a focus not only in product development, but also in marketing activities. Last October, our partner Peanuts Worldwide launched a fantastic multi-year initiative called ‘Take Care with Peanuts’ as part of the brand’s 70th anniversary celebrations.

The campaign directly draws from Charles Schulz’s beloved comic strips and reminds all of us to be good global citizens, with caring for nature and the environment forming a key part of this. The response has been overwhelmingly positive and we’re looking forward to delivering great licensing partnerships which uphold this ethos to support the campaign.  

I’d also like to extend a huge congratulations to Helena Mansell-Stopher, CEO at Products of Change, for her work in pulling together the first Sustainability in Licensing Conference last year. It’s clear the licensing industry is committed to doing more to protect our planet, and seeing everyone come together to share ideas and knowledge was really inspiring.  

Supporting retail innovation 

Retail has always been a huge part of my career, and I have great respect for all those working in the sector – I still find myself tidying shelves and rearranging displays when I’m out shopping! It used to be that the industry would only assess the state of the retail landscape on an annual basis, which then became every quarter as e-commerce began changing the way we shopped. Now, with the current pandemic, retail is being discussed in the news on an almost daily basis. 

Given the pace at which the retail landscape is changing, its important the industry comes together and works closely with retailers to ensure we understand their challenges, needs and ambitions. Now, more than ever, licensors and licensing agents need to provide the innovation and tools required for retailers to stand out and keep their customers coming back for more. 

Navigating through COVID

While we can look to the horizon with optimisim, there is little doubt that COVID will still be affecting the industry throughout the year – particularly when it comes to forward planning and strategies. This pandemic has highlighted how important it is for brand owners and retailers to have not only a Plan A, but also Plans B and C and beyond, which gives them flexibility to effectively react and adapt to changing circumstances. These plans should be centred around aspects of the business they can control and where possible be informed by data and insights.

Consumer buying habits have changed significantly, from both where they are buying and what they are looking for, so staying on top of purchasing behaviours and trends will be very important. Sound contingency plans will ensure businesses of all sizes are equipped to face whatever surprises and opportunities may arise. 

Shifting consumer habits 

With a lot of the population spending much more time at home, we’ve seen notable changes in the types of products consumers are seeking out. Unsurprisingly, there’s been a big spike in home improvements and renovations as people make their surroundings not only more functional, but also more comfortable. 

Licensing has seen positive benefits from this shift in purchasing, with growth in the homewares category and also in toys and games as families spend more quality time together. The World of David Walliams, for example, has shown huge growth for us this year with the brilliant collection from University Games. 

Many new licensing opportunities are also opening up due to the increased time spent at home. Brand owners are exploring categories they previously had not considered or which may not have been a priority. For example, we recently secured a deal on behalf of Osprey London for a garden furniture range, which wasn’t in our plans at the start of 2020. We’re also in discussions with many other potential new licensees who have never ventured into homewares licensing before, but are starting to see the value of this revenue stream and now want to jump into our world. 

Streaming brands blossom

As we’re not expecting any tentpole movie releases until later this year, streaming is currently winning the attention of audiences. The growth of streaming has opened up some exciting retail and licensing opportunities for key titles available on major platforms. We’ve been blown away by the demand for merchandise from streaming shows in our portfolio, such as Sony Pictures Consumer Products’ Cobra Kai and The Boys – both major hits that made ‘most watched’ lists in 2020. In early 2021, we’re bringing fans products from such brands that they’ve been eager to find, and we’re excited to see how the industry capitalises on the potential these type of properties offer.  

Whatever 2021 has in store, this is definitely going to be a year businesses need to unite and support the whole licensing chain. Here’s wishing everyone a healthy and brighter year ahead. 

Gamestream appoints new director of content and licensing

The cloud video game streaming service for B2B industries, Gamestream, has appointed a new director of content and licensing in the shape of Gaëlle de Jong. The appointment has been made as part of the firm’s international expansion plans as it looks to secure best-in-class partnerships in the videogames industry.

De Jong will now be responsible for leading Gamestream’s licensing and content strategy and firmly establishing its market position as a tier one provider of quality AAA and indie family video game entertainment. Currently Gamestream has licensed IPs from world leading brands including Disney, Capcom, Konami, Codemasters and Focus Home Interactive.

De Jong is also leading relationships with video game publishers and developers, helping to acquire new licenses and negotiating rights.

She joins Gamestream with 14 years of experience in the video games industry. Prior to Gamestream, she worked at Boonty in 2006, a global provider of PC video game distribution services that was acquired by Nexway in 2009, a leading electronic commerce and payments company. At Nexway, she held various senior positions including Director of Development for publishers and game developers, and Director of Android and PC Content Acquisitions.

Ivan Lebeau, CEO of Gamestream, commented: “We’re pleased to welcome Gaëlle to our growing dream team at Gamestream. She plays an instrumental role to enable us to conquer new markets with premium quality licensed content, and to support the on-going need to satisfy and improve user experience and choice for our global customers.”

Gaëlle de Jong, Director of Content and Licensing at Gamestream, commented: “I’m thrilled to be joining the talented ranks of team Gamestream. My goal is to ensure our video game content library is populated and aligned with the demands of each market which we are engaging with.

“We are executing this by integrating both international blockbuster and indie content, supported by the very best content each local market has to offer, squarely focussing on families.”

In 2002, de Jong gained a master’s degree in Applied Foreign Languages at the University of Metz, specialising in translation and interpretation, and in 2003 she completed her studies with a DESS in dubbing and subtitling of films at the University of Nice.

The Gamestream cloud gaming service has been deployed across Europe, the Middle East and Asia through white-labelled telco versions and Gamestream brands.

Game streaming platform Antstream adds retro Star Wars slate in new Disney partnership

The retro games platform, Antstream Arcade has struck up a partnership with Disney to add its portfolio of classic Star Wars titles to the extensive library of fully licensed games.

The games slate will be made available on a single platform for the first time and will include the entire Super Star Wars series for the SNES and Star Wars for the NES. Adventure games like Grim Fandango and titles from the Monkey Island series will also be joining the platform.

Starting from today, however, games and subscribers to the Antstream service will be able to play classic Super Star Wars titles: Super Star Wars, Super Star Wars: The Empire Strikes Back, and Super Star Wars: Return of the Jedi.

All the games available via Antstream Arcade’s cloud-based streaming service are available using any 4G connection or better, and are playable on almost any device for the cost of a single flat monthly subscription. Expanding Antstream Arcade’s library of classics and curios, this will take the total number of licensed games to 3786, with five to seven new games being added to the platform every week.

Steve Cottam, CEO of Antstream, said: “We are absolutely thrilled to be bringing the retro Star Wars series to customers, taking us one step closer to delivering thousands of iconic games to the global gaming community through the power of streaming technology.

“The fact will be able to play Star Wars for the SNES on their laptop, Grim Fandango on their TV or Day of the Tentacle is a massive win for both existing and new audiences.”

The Disney partnership follows recent deals struck with retro gaming giants Taito, Atari, and Bandai Namco – making Antstream Arcade’s library the largest collection of retro games in the world.

Thanks to Antstream Arcade’s streaming technology all these games can be played on TVs, laptops, desktops, tablets and of course mobile phones, bringing more iconic games to a wider audience than any platform ever before.

Epic Games and IMG bring global football clubs to its hit gaming IP Fortnite

Epic Games is celebrating global football this week by bringing more than 20 top clubs from around the world into its hit gaming IP, Fortnite, via a series of partnerships facilitated by IMG, Fortnite’s licensing representative.

Starting 23 January, players can choose from 10 different variants of new “Kickoff Set” Outfits to represent their favorite club in-game. Each Outfit can be swapped to any of the 23 football clubs participating, including teams from A-League, Bundesliga, Campeonato Brasileiro Série A, J1 League, La Liga, MLS, Premier League, Primeira Liga, Scottish Premiership and Serie A.

Fortnite players can visit the Creative Hub for an immersive football experience throughout the week, and join select clubs around the world in hosted Fortnite tournaments. Additionally, players will be able to earn or purchase two new football-themed emotes to show off their favorite moves.

“Football is consistently one of the top sports that our players tell us they want to see and experience in Fortnite,” said Nate Nanzer, head of global partnerships at Epic Games. “We’re excited to partner with IMG to bring the sport to Fortnite fans around the world as they face off in competitive tournaments, experience new creative modes of gameplay, and celebrate global football.”

Matthew Primack, SVP of licensing at IMG, added: “We’ve had a lot of fun working with our partners at Epic Games and football clubs from around the world to help bring this unique in-game experience to life.

“This is a truly international collaboration, tapping into clubs from almost every continent and offering fans the opportunity to express their passion for the beautiful game and their favourite team through the trailblazing world of Fortnite.”

The 23 participating football clubs are: AC Milan, A.S. Roma FC, Atlanta United FC, Borussia Mönchengladbach, Celtic FC, Cerezo Osaka, Esporte Clube Bahia, FC Schalke 04, Inter Milan, Juventus FC, Los Angeles FC, Manchester City FC, Melbourne FC, Rangers FC, Santos FC, Seattle Sounders FC, Sevilla FC, Sporting CP, Sydney FC, West Ham United FC, VfL Wolfsburg FC, Western Sydney Wanderers FC and Wolverhampton Wanderers FC.

Children’s entertainment licenses praised by Toy Retailers Association among its Toy of the Year Award winners

Children’s entertainment licenses PAW Patrol, Super Mario, Harry Potter, and Star Wars have been among those praised by the Toy Retailers Association for the role they have played in helping the toy industry through a troubled 2020.

In this year’s Toy of the Year awards, reflective of the change of pace for the retail scene in general over the course of last year, a strong line-up of licensed product has been championed alongside some of the best performing companies to have fuelled the industry’s five per cent year on year sales increase.

In a change of approach to the usual Toy of the Year selection process, this year’s listing reflects the impact that the pandemic has had on the sector. Yet, while online sales have accounted for just under half of all toy sales of 2020, suppliers and retailers have still played a major role in keeping the nation’s children smiling.

Amid the uncertainty, there have been four outstanding categories which have played their part in delivering the industry’s growth, all of which have outperformed the overall market.

The TRA recognises that multiple suppliers have played an integral part in each of the categories, but the selection panel has decided to highlight a ‘winner’ in each of these categories to represent the largest overall contribution to the category in a unique year for the industry.

“This year, in keeping with the year we have just experienced, we decided to be total different in our approach,” Alan Simpson, chairman of the Toy Retailers Association, told ToyNews.

“When people look back at award winners in years to come, they will notice that 2020 was totally different. I believe that this was the correct approach to reflect the challenges we have all had to overcome.”

GAMES & PUZZLES

This was a key performer in the overall market. As well as helping educate and entertain children, this category topped the growth (year on year) performance with various suppliers driving this increase.

It was the like of Ravensburger, Orchard, Gibsons Games, Asmodee, Hasbro and Tomy (Drumond Park) that all performed superbly well throughout the year.

The panel has chosen RAVENSBURGER as its standout performer in this category.

BUILDING & CONSTRUCTION 

This is an area dominated by one supplier, although Hornby with its Airfix range added a different dimension to this category with notable ranges from K’Nex and Geomag.

The winner in this category is LEGO. Delivering remarkable growth consistently over the last 10 years, LEGO has yet again outperformed the market and is to be commended for keeping the nation’s children (and kidults) entertained and amused throughout the Covid-19 pandemic and various lockdowns.

OUTDOOR & SPORTS

In a category that benefitted from people having to stay at home, it was inevitable that growth would be achieved in this area. Many products helped with our children’s mental and physical health – bicycles, trampolines, skateboards, as well as outdoor ranges from the likes of Little Tikes.

The standout performer in this category was MOOKIE TOYS for its swingball range.

ARTS & CRAFTS

Again, a variety of suppliers contributed to making this category such a success. These were Galt, Crayola, John Adams, and Spin Master with its Kinetic Sand, to name but a few.

The winner in this category is HASBRO for its domination in the arts and crafts sector through its Play Doh brand.

Many other suppliers contributed to the success of 2020 and the panel recognised the most notable listed below, with the reasons noted alongside. These will all receive a “Highly Commended” certificate this year.

BANDAI for its launch of the Cocomelon range.

CHARACTER OPTIONS
 for continued success with its Peppa Pig, Goo Jit Zu and Pokemon ranges

FUNRISE for its Fart Ninja line

GOLDEN BEAR
 for its Hey Duggee and Bing ranges

MGA ENTERTAINMENT
 for its L.O.L. Surprise! range

MATTEL
 for its success with its Barbie, Hot Wheels and Star Wars’ The Child ranges

SPIN MASTER for Paw Patrol

VTECH
 for its varied pre-school learning range

ZURU
 for the successful launch of its 5 Surprise Mini Brands range

Meanwhile, LICENSES continued to play a big part in 2020. In addition to licenses already mentioned, Frozen, Super Mario and Harry Potter continued to deliver throughout the year.

The TRA sincerely hopes that ‘normal service’ resumes in 2021 when we can revert to our customary criteria and identify the actual toy winners and allocating awards accordingly. In the meantime, we wish you all a successful and healthy 2021.

Chefclub teams with Upyaa! to launch kids culinary toys and play-sets

The digital culinary brand, Chefclub has partnered with Upyaa! to launch a new range of toys and games throughout Europe, enabling kids to engage with a collection of creative play-sets and undertake their own journey to becoming little chefs.

The new sets will encourage kids to create their own ice cream, popsicles, and chocolate bars while each pack includes a booklet with three recipes, designed to help little ones be creative and become autonomous in the kitchen.

The Chefclub Kids culinary collection will be developed around the themes of chocolate, ice cream, and smoothies and will be composed of six products: Best Friends Chocolate Bar Set, Funny Face Chocolate Bar Set, Chocolatier Kit, Ice Cream Set, Popsicle, and Surprise Ice Cream Bar.

The first products will be sold in France in Spring/Summer 2021 and will be released in other European countries thereafter.

Chefclub is recognised as the world’s leading broadcaster of culinary videos on social media, with more than a billion views worldwide and more than 600 million monthly views in Europe. Chefclub’s easy, inspiring, and innovative recipes have already gained over 95 million followers worldwide and 20 million people in Europe.

Meanwhile, Chefclub Kids has more than 20 million monthly views in Europe and has an active and growing community. 

Marie-Laure Marchand, SVP, global consumer products and business development at Chefclub, said: “Since its launch at the end of 2019, our digital channel, Chefclub Kids, has been increasingly successful with families with children. It seemed natural for us to partner with Upyaa! a specialist in culinary and educational games to complete our product offering for the youngest and to make our debut into the games/toys categories.”

Stéphane Borgeais, co-founder of Upyaa! added: “Chefclub Kids is a very important license for us and we are happy to start this partnership with such a dynamic franchise. With Chefclub Kids, we are motivated and will offer six products based on the themes of chocolate and ice cream. Our objective is to add 50 per cent of new products per year over the next two years.

“To date, the collection has already received excellent response and we will be available, from this spring, in all the specialty shops and websites.”

Automotive brand Peugeot eyes brand extension into toys, lifestyle, sports, and more

The global automotive brand, Peugeot, has outlined its ambitious intentions to launch into the toy sector, having appointed Licensing Matters Global to roll-out a brand extension programme through licensing partnerships.

The London-based global licensing agency has detailed its new, long-term partnership with the Parisian company, Peugeot Industrie, a Peugeot Family Group subsidiary in charge of the expansion of the Peugeot brand into various consumer product sectors.

Under the agreement, LMG will aim to drive the Peugeot brand into toy aisles through new licensing partnerships.

“We are looking forward to working with LMG to expand our global consumer product offering,” said Christian Peugeot, CEO, Peugeot Frères Industrie. “Gifted with 210 years of entrepreneurial spirit, Peugeot constantly enriches its expertise to create objects and experiences that facilitate everyday life. We believe LMG is the right partner to tailor a program that will instill the Peugeot DNA in new product verticals.”

Michael Kwan, CEO of LMG, added: “We’re honoured to be given the opportunity to support Peugeot Frères Industrie’s ambition.”

“Throughout its history, Peugeot’s inventions – ranging from ground-breaking saw blades to first automobiles, via stylish table mills and robust DIY equipment – have embodied relentless technical ingenuity, timeless elegance and a family spirit,” added Felipe Noriega, vice president EMEA, LMG. “We are eager to help expand the legacy of this world-famous brand, through licensing, into objects and experiences that deliver those core brand attributes to consumers.”

LMG are currently seeking partner licensees in selected product across the toy sector, as well as consumer product categories such as Toys, Garden Power Tools, Camping Equipment, Major Electric Appliances, Sports Equipment, Travel Accessories and Fashion, among others.

NPD: UK toy market grows five per cent, fulled by games, puzzles, and kidult toy fans

The lockdown success of the games and puzzles market, a surge in the kidult market, and early Christmas trading all fuelled by the restrictions and implications of the Covid-19 pandemic, has helped the UK toy market hit a five per cent sales increase for its overall value.

According to the latest results from The NPD Group, total sales for the year hit £3.3 billion, helping the UK maintain its position as the largest toy market in Europe and the fourth largest in the world.

The biggest spike in toy sales of the past year came during the first nationwide lockdown, throughout which toy sales increased by 22 per cent. The NPD has cited the nation’s rediscovery of the value of play to stimulate children and adults, as well as alleviate pressures imposed by the stay at home messaging alongside the closure of tourism, hospitality, and leisure.

Games and Puzzles saw the highest category growth with a 19 per cent increase, as families spent more time playing together. Puzzles, which can be enjoyed both in groups and individually, increased by 38 per cent.

Building Sets and Outdoor Toys also experienced significant growth in 2020, growing by 18 per cent and 15 per cent respectively. Good weather in the spring and early summer lockdown provided opportunities for families to bring fun and add in some exercise to combat the increase in indoor screen time. They also had the benefit of helping to compensate for missed holidays at Easter and in the summer.

The periodic closure of schools also meant that many parents turned to educational toys for assistance to help bolster their children’s cognitive development. This drove a nine per cent increase in sales of Learning and Exploration toys such as Scientific Sets and Musical Instruments.

‘Kidults’ now responsible for more than one quarter of toy sales

In addition to these trends, the industry witnessed yet further evidence of the kidult market’s appetite for toys.

This adult and teen category now represents 27 per cent of total toy sales, up by 16 per cent since 2016. In 2020, with more time on their hands, kidults completed complex building set kits, played more games and entertained themselves with puzzles.

As this group tends to purchase higher priced toys, their buying power helped increase the average sales price of toys overall.

Meanwhile, with concerns over shortages of supply and of delivery capacity, people were urged to shop early for toys in Christmas 2020. The result was a very strong November for the toy market, that saw sales increase 11 per cent year on year. This was, however, followed by lower than usual sales in December – down nine per cent year on year – exacerbated by lockdowns in November and December.

Classified as essential retail and therefore able to remain open during lockdowns, grocery chains fared well for toy sales in the last two months, up ten per cent year on year.

Joining the click and collect debate, The NPD Group has said that online services ‘proved to be essential’ for retailers operating within the confines of lockdown and social restrictions. Britons moved online to buy their toys throughout 2020 as retailers adapted and maximised their omnichannel offering to reach them.

As a result, in the 12 months ending September 2020, online toy sales grew to almost half of all sales.

Frédérique Tutt, global industry analyst at The NPD Group, said: “The top 15 sellers of the year tell much of the story for toys in 2020. We turned to toys and games to help fill the long weeks of lockdown.

“Toys provided the hub for fun, entertainment, education, exercise and stress relief. They helped make the decidedly abnormal feel normal – especially at Christmas. Manufacturers and retailers worked hard to meet the need for toys of all kinds for all ages, shifting sales to online and Click & Collect, and to grocery chains to fulfil demand. 2020 accelerated changes already underway in the toy sector and underlined the importance of innovation, strong supply chain and channel management.”

Roland Earl, director general at the British Toy & Hobby Association, added: “2020 was an extremely challenging year for retail as a whole, and toy retailers of all sizes had to adapt and innovate in this difficult environment in order to ensure consumers could still obtain the products they require.

“The end of year statistics reflect the role that toys and games played in bringing enjoyment and assisting families and individuals to navigate the difficulties of repeated closures and lockdowns. Despite varying functions, objectives and age suitability, all toys are ultimately designed with one overarching goal – to bring fun, enjoyment and play value to the recipient and never has this been more important.

“Looking ahead to 2021, the uncertainty surrounding the pandemic will remain for some time, though toy designers will continue to innovate during tough conditions to ensure families have access to the items they want and need.

“Brexit will continue to have an impact on all industries in 2021, and the toy sector specificially will continue with its thorough preparation following the deal announced at Christmas.”

NPD’s Tutt, concluded: “One thing is certain, the importance of playing together with toys, games and puzzles as a family, group or alone has been re-established during the lockdowns.

“Many people have also rediscovered the value of nature and the environment in the pandemic, and one encouraging sector trend is that green issues have come to the fore, and many manufacturers are reducing packaging and incorporating eco-friendly materials in their products.

“Finally, when cinemas hopefully reopen later on in the year, blockbusters will boost toy sales once again.”

Games Workshop valued at £3.8bn as hobby demand fuels its latest sales surge

Games Workshop, the British firm behind the wildly popular Warhammer tabletop miniatures gaming franchise, has reported blockbuster sales and profits driven by the stay at home messaging of the last year and the surge in the hobbyist and gaming markets.

The company’s chief executive, Kevin Rountree has billed its 2020 results as “another cracking performance from a truly amazing global team”, as it rang in sales of £186.8 million and a profit of £91.6 million for the six months to November 29th, 2020.

The results outstripped the estimated figures, equating to around a 25 per cent surge in sales and a leap of 53 per cent in profits year on year. Games Workshop is now valued at £3.8 billion on the stock market – £1 billion more than Marks & Spencer.

The group managed to turn around the initial impact of the Coronavirus pandemic that saw Games Workshop stores closed during the UK’s first lockdown period last year. Most of the group’s 529 shops around the world have been closed, causing some initial concern over how it will reach its active customer base over the course of the year.

A surge in demand for the hobby market, and a particular rise in board gaming and the gaming sector, as well as the lean into online shopping saw Games Workshop’s online sales grow by 87 per cent. To meet customers in the digital space, the group also hosted a series of live-streamed online preview events to showcase new products and its own team of creatives.

Covid-19 has delayed production on some of Games Workshop new releases, such as titles like Death Guard Codex and pieces for the Age of Sigmar franchise, however the firm has promised fans that these will go on sale fortnightly from next week.

Chief executive Rountree has commended the global team for the success of the Games Workshop brand over what has been a challenging year for the retail sector overall, and has said that the company will continue to “focus on what is in our control” as it builds upon the success over the coming months.

“Like every other company we have our internal plans as to our future performance, which show a range of outcomes which are not shared with the stock market; predicting the future is always a risky business,” he said.

“We will focus on what is in our control; delivering on our operational plan rather than worrying about, for example, any short term share price or the weather.

“Our biggest risk is senior management becoming complacent, I will continue to do my best to ensure that does not happen.”

Looking to the months ahead, Rountree gave little away: “Like every other company we have our internal plans as to our future performance, which show a range of outcomes which are not shared with the stock market; predicting the future is always a risky business.”

“We will focus on what is in our control; delivering on our operational plan rather than worrying about, for example, any short term share price volatility or the weather.”

Perhaps referring to the garlands it receives in the retail and games industry for its stellar success around the world, he added: “Our biggest risk is senior management becoming complacent. I will continue to do my best to ensure that does not happen.”