Emma Bowers is the Head of Buying and has been at Sambro for almost 2 years. We had a catch up with Emma to discuss all things trending from new product development at Sambro to current toy trends in the market.
Tell us a little bit about your role at Sambro?
“I have the pleasure of working alongside and guiding an amazingly talented team of buyers in the creation of fun, commercial and profitable ranges, whilst also balancing the needs of the licensors that we work with. From working with our factories in China to attending trade shows and customer meetings alongside our sales team, no two days are the same, which I love!”
In your expert opinion, how do you as a toy business identify industry trends and decide which ones are worth focussing on? Equally, how do you decide when it is time to get off a trend wave?
“The new product development process is complex and cyclical, with business plans constructed from a myriad of sources, including; the licensors, customers, sales teams, factory technical developments, with the buying and design teams contributing to the process. Our talented creative and buying teams build value led ranges that are on brand, competitive and offer excellent play value. Sales reviews and comp shopping by the Sambro teams help identify new trends and high demand products. We work in close partnership with our licensors to develop ideas both suggested and our own creative. Due to Sambro’s strengths as a licensed supplier, this often leads licensors to approach us with new licensed proposals, which we can bring quickly to market”
How do price, value, and quality, impact trend-led products?
“Sambro operates in the licensed value arena and product ranges developed must be both competitively priced and good play value. Trend products, are not necessarily driven by price factors, although in the current market conditions, retail buyers remain price-sensitive. Trend-driven products tend to be influenced by; new product innovation or hot licenses via programming, movies or gaming, for example Gabby’s Dollhouse, Disney Stitch and TMNT.”
What sectors or particular types of products are ‘trending’ for 2024 – why do you think there is so much demand in these specific areas?
“Seasonal products are in growth as retailers support wider range opportunities at key times (including Easter and Halloween, as well as Christmas). Outdoor has performed well & Sambro’s investment in Inflatables and Bubble Blower ranges are popular now. Parents are still keen to keep their kids active. Micro collectables are also a strong trend at 2024 trade fairs, particularly licensed ranges. Collectables has seen growth in volume & value over the previous year. New licenses in Puzzle Palz (Gabby’s, Disney Villains, TMNT). Plush is still strong in market, with tactile, ‘comfort’ toys continuing to perform well since post-Covid lockdown. Our Lil’ Bodz™ in PAW Patrol™ & Peppa Pig are proving a hit in European territories.”
What is driving consumer interest right now?
“Evergreen brands continue to drive sales whilst trend-led brands including those linked to gaming and multi-platform viewing. Sambro works with top licenses such as PAW Patrol™, Barbie™, Hot Wheels™, TMNT and movie releases or new programming content drives interest in these. Stitch and SpongeBob Squarepants™, with new movie releases in the pipeline are also seeing success with Sambro’s plush and novelty items.”
Similarly, what is currently driving retailer interest?
“Current economic conditions are focussing retailers on key strong licenses and managing tight stock control. Value offerings are important to both retailers due to consumers’ restricted disposable income. Retailers are looking for additional selling opportunities such as maximising seasonal and occasion space opportunities. Stock availability is also a factor, as retailers often test the market for new lines before committing to a larger FOB order.”
What is Sambro currently working on in terms of NPD?
“Backpacks and stationery (for back to school and gifting moments), plus some great new range extensions, particularly for our successful outdoor inflatables and bubble blower products.”
How is Sambro approaching newness and innovation right now? How do they elevate what they bring to the marketplace to standout against their competitors?
“Working closely with licensors to understand brand DNA and add strong play patterns into innovative yet value-led toy ranges. Investment made into unique tooling and creative elements. Over-licensing can make the market listing more challenging, so developing products with a unique point of difference is the key to success.”
Which trends will Sambro be hopping on throughout the year?
“Seasonal own brand and licensed ranges a big opportunity. Puzzle Palz collectable characters with new packaging options for more sustainable packaging and extended play patterns.”
Are there any particular licensor trends regarding major milestones that are worth jumping on? E.g. Teenage Mutant Ninja Turtles 40th birthday, Peppa’s 20th birthday etc.
“Sambro will be celebrating many of the key brand’s tentpole moments, from the Transformers and TMNT’s 40th year celebrations, to SpongeBob Squarepant’s 25th and Peppa’s celebration year. This includes special glitter celebration plush toys for Peppa and SpongeBob. Disney Stitch continues to be widely popular. Marvel Spidey and His Amazing Friends and Disney Junior Ariel, supported with strong new series releases on Disney’s channels is also a strong license for Sambro in the pre-school arena. The release of Moana 2 this November provides Sambro with an additional market opportunity.”
What products do you anticipate being big for spring/summer?
“Sambro has recently invested in licensed outdoor ranges, from Hot Wheels to PAW Patrol, Disney Stitch, Barbie, Peppa Pig and more! Outdoor products, including the licensed inflatable ranges and bubble blowers this year. Puzzle Palz, as a key spring/summer collectable pocket money range, with strong new license intros such as Gabby’s Dollhouse, SpongeBob Squarepants and Disney Villains will also perform well. Arts & Crafts is also seeing a resurgence driven by clever formats that offer a point of difference from core sets.”
