Interviews

“The license provides newness, dynamism, currency and specially a direct and emotional connection with the final consumer”

Key4 — Thu, 14 Apr 2016 09:34:00 +0200

Interview to Lidia Fernández, marketing director of Dekora

Founded more than 20 years ago in the city of Alicante, Dekora started its career working for the ‘turró;n’ sector, and now has become an important compant in terms of fabrication and distribution of licensed-specialized sweets. Lidia Ferná;ndez, marketing director of Dekora, tells us the tour of a company which is been years working to combine the candy with the licensing business. The complete interview is available in the April/June magazine Licencias Actualidad 69.

- Dekora is specialized in bakery and celebrations, ¿;how did the start of the company be like? And, ¿;how have it progressed till today?
- The company got specialized in the bakery sector when it started manufacturing wafers, dedicated specially to the ‘turró;n’ industrial sector. After the diversification of the business in the arm of candy, it started working with licenses through the development of lollipops and brochettes as the main products. This was the beginning of the growing in the world of sweeties and the development of all the current gamma, cotton candy, Christmas Chocolate Calendars, candy toys, etc.

- Licensing is an important part of the business of Dekora. ¿;Which strategies do you carry out in that sense?
- Dekora has always tended to have innovative ideas and trying different strategies in the market with new products or concepts. As strategies, we work in collaboration with the most strong owners and agents in order to satisfy the customers demand in terms of licensed product in the age range of a bigger demand, so the target of boys and girls from 3 to 6 years old.

- Which values does the license give to the products developed by Dekora? ¿;What does the final consumer look for?
- The license provides newness, dynamism, currency and specially a direct and emotional connection with the final consumer.

- How is the licensed alimentation sector progressing? ¿;Which are the main trends?
- We detected, during the last few years, a trend in the growing of the licensed alimentation. Moreover, we saw the appearance of new product categories protected and included under the licensed business.

"60% of our customers do not want to buy online, they ask physical presence and for this reason we have launched the distribution"

Key4 — Wed, 13 Apr 2016 09:34:00 +0200
INTERVIEW TO TERESA OLIVARES COFUNDER AND CMO OF TUTETE
Tutete born eight years ago with the idea of personalized pacifiers with name, following detect it as a necessity in day care. The idea came when Teresa Olivares, cofounder and CMO of Tutete, watched her niece came from the daycare center with her pacifier smudged by permanent marker. In the school, teachers used to mark pacifiers to differentiate them. Then she saw it clear. She left his job, fixed and stable, and set out to develop the idea. In the interview, complete at 135 Childcare Market magazine, Olivares explains the characteristics of the company, which from the beginnings work online sales and also function as a manufacturer and distributor of various brands. Olivares also appreciates the evolution of the childcare sector and sets out the objectives of Tutete for this year.

- Which values characterize the company and the products they develop?
- Tutete is greatly concerned with the quality, design and respect for children. For us the main thing is to use products with qualities we'd use with our children with closed eyes. We work with the best manufacturers in the world of lightweight childcare, and are also manufactured in Europe. We anticipate changes and new regulations fairly agility, for example the ban on the use of polycarbonate in baby care products was something that we adapt to our brand, long before it came into force the law. On the other hand, pacifiers polypropylene, a plastic BPA without fetalitos today quite used, require a very expensive machine and sophisticated customization and we were the only ones who have it in Europe. Notably, our silicone pacifiers are among the few in the market with hardly volatile residues and that our pacifiers generally go through a very strict quality tests. So we do the same with all the products we sell under our brand.

- Have websites with online sales and social networking. How is it structured and developed the digital part of the business?
- We were born digital. 8 years ago the challenge was not only to introduce pacifiers very strong brand manufacturers worldwide, here unknown, but pacifiers sell over the Internet when everyone bought in the pharmacy. Internet was, according to our business plan, the only channel that allowed us economies of scale, competitive price and fast service. This allowed the product to become fashion quickly and we could expand our product offering and creating our brand, today well known.
In addition we grew over the years listening to customers and expand our range of products to be meeting their needs. But we must stress that there are still 60% of our customers who do not want to buy online, and they ask us physical presence and hence we have launched distribution. When we are asked by a physical point of sale at any of our social networks or email, they always send the nearest to your home.

- How to value the evolution of the childcare sector in 2015? What are the prospects for 2016?
- In Spain I think progress is being made. At stores no longer gives them so afraid to introduce new brands and products with very different functions, we see some interest in wanting to be a day, something we previously perceived it, we saw certain laziness to the new. 2016, especially as far as distribution is concerned, Tutete has started really well with a growth of over 300%. We are working hard to expand our product portfolio and become a great support for our outlets. In the online store estimate a growth of 10%, we will achieve with the introduction of new product categories we see increasingly demanded by our customers, and the development of own products.

“Kids continue looking for the classic concepts with a renovated aspect”

Key4 — Tue, 12 Apr 2016 09:34:00 +0200
Interview to Jorge Arceo, commercial and marketing chief of Fábrica de Juguetes
Fá;brica de Juguetes, from Grupo Borrá;s since 2011, designs, creates, manufactures and distributes toys. Through the brand CHICCO, the company manufactures totally in Spain imitation toys for boys and girls, outdoor games and so sports, riders-on, painting toys and learning. Jorge Arceo, commercial and marketing chief of Fá;brica de Juguetes tell us the situation of the company and its point of view about the toy market. The complete interview is available in the magazine Juguetes Express nº; 59.

- Which synergies do we see between the companies which build Grupo Borrá;s?
- We count with two development teams totally separated from it origin. One of them is in Educa Borrá;s and the other one in Fá;brica de Jugetes and they are development and designing teams with mentalities, experiences and behaviours totally different which are complementing themselves perfectly. Although, we have different initiative from Educa Borrá;s which are completed by Fá;brica de Juguetes or vice versa.

- What do the kids value when they demand a toy?
- Independently of the surroundings we are living on and they changes amongst the last ten years with the new technologies deciding new lifestyles and behaviours, the essence on the most early, when kids consume more toys, have not changed a lot, they want dolls, cars and balls. ;

- Generally, ¿;how do you value the evolution of the toy sector?
- I think that generally the toy sector has not get to get away from the classic corsets that limit it. We have done a lot of efforts in the last few years in order to take the seasonal aspect of the toy sales in terms of the sector. We have worked in order to give the consumer the development values, as well as formatives, educational and emotional of the products in the kids life and we have been trying all of that in a intensive way in the last years, but for now it has no worked.
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- Which expectation have you got for this 2016?
- In Educa Borrá;s we want to continue with this sharp growing which we have seen in the last few years, nationally and internationally (Portugal and France). In Fá;brica de Juguetes we have the objective of getting a definitive position in the national market in order to give a quantitative and qualitative jump and go on with the important growing internationally.

"The market for childcare in Thailand is in full swing"

Key4 — Sun, 03 Apr 2016 09:34:00 +0200
Interview to Yolanda Pablo, creative stylist Mima in Thailand
In 2008, Yolanda Pablo from Madrid rode along with her husband, the Indo-Dutch Davy Kho, the company MIMA childcare. They left Spain a year and a half ago, when the country was in crisis, to settle in the Asian market, which is just now starting to introduce brands high-end childcare. Now, they live with their children in Bangkok (Thailand), where she works as a creative stylist of the brand and creative director of the brand. They left behind Valencia, tired of constant travels its factory in China to oversee the new products being created. Accustomed to the changes before had lived in Italy and France, they and their family have adapted easily to Thailand, where they study, 3 hours from the factory. They are happy because they have been able to form a good team, explains Pablo, "it is professional, creative and dynamic". In Thailand, says, "there is much design and creativity, and young people leave very prepared and ready to work with a great desire universities".

Speaking about the similarities and obvious differences between the Spanish market and the Asian, Pablo points out that there are still few shops childcare, says, "people used to buy cheap baby care products in supermarkets or shopping malls”. But gradually they are beginning to introduce high-end brands and stores have appeared "very cool" childcare, so the market is moving.

In the country, they have a good impression of childcare Spanish market, explains Pablo, "the Spanish design is very well known here, especially thanks to the apparel market." But still few Spanish brands are in Thailand. In the interview, found complete in the number 134 of Puericultura Market</a>, Pablo explains extensively her impressions of Bangkok and the field of childcare in Asia, as well as their integration into the country, and tells us how her family has adapted to the change.

“Toys are still our most important category”

Key4 — Thu, 31 Mar 2016 09:34:00 +0200
Interview to Pilar Fernández Vega, licensing director, and Eva Rubira, general manager of El Ocho Licencias y Promociones
El Ocho is an agent dedicated to brand management and professional marketing, focused mainly on Licenses and Promotions, and with presence in Spain, Portugal and Italy, as well as growing in Greece and UK. Regarding to licences, the company manages the brands personally by planning an strategy and working next to its owners. In terms of promotion, El Ocho collaborates with the marketing departments of its customers in order to develop promotion campaigns.

- ¿;What do you think about the evolution of the licensing sector? ¿;Which aspects have influenced these changes?
- Regarding to the aspects which has influenced, we can stand out the improving on the national economy. We think that the situation of the market have improved in the economic level and that has become a good change in that and other sectors. Moreover, with the Internet arrival, and the social networks, different new ways of communication have born and we cannot miss them.

- ¿;Which will be the most important trends in the licensing sector for the next year?
- There is a continuity related to animated TV series, children target and preschooler, but is true that new licenses categories are reaching the licensing business, for example: celebrities, applications, etc. We cannot miss the importance within our markets of sport brands. And at the last but not the least, we want to stand out the TV game shows, such as MasterChef or MasterChef Junior. In terms of licenses, Peppa Pig, Paw Patrol and Star Wars will be important. ;

- ¿;Which are the most important categories? ¿;Do you think that there is an over-offer of licenses and licensed products?
- Regarding to the brands that we represent, we can conclude that the toy is still our most important category. We manage children brands which has got a big influence in the preschooler market. We think that there is an over-offer of licenses, but it is not reflected in the linear, because the trend on the distribution is to concentrate the purchases in just a few brands.

- ¿;Do you think that manufacturers and the distribution bet on ‘safe licenses’? ¿;How does this trend affect the licensing business?
- We think that with the growing of the number of licenses within the market added to the crisis we lived in the last few years, licensors and so distributors bet on safe brands. That has influence on the opportunity that the new brands do not have a good exposition window, as well as on the success of their licensing program.

"2015 has been a significant recovery in the toy sector"

Key4 — Wed, 30 Mar 2016 09:34:00 +0200
Interview to Fernando Blanchard
Cefa Toys emerged in 1993 as an independent company when it secedes from Cefa Industrial, founded by Edward Blanchard in 1946 in Zaragoza. Thereafter, Cefa Toys happens to focus all its activity in the distribution and manufacture of toys. Start by applying chip technology to toys, creating the first computers for children in the Spanish market. Then, the company harvest his first hit with child Quique computer. Even then, it began to collaborate with occupational workshops for the manufacture and assembly of one of its product lines, puzzles, which today still marketed. Fernando Blanchard, manager of Cefa Toys, tells us in this interview what new challenges facing the company now, 23 years after his birth, and what goals have been scored through its new KD Interactive division; and assesses the trajectory of Cefa Toys and toy sector.

- Can you value the 20-year history Cefa Toys?
- As Cefatoys company has more than 20 years in the toy market, although in the Cefa group, which is celebrating its 70th anniversary this year, had already been marketing our toys long before. We modestly believe that we have been part of childhood for generations, contributing to the development and training of millions of children throughout the years.

- In 2014 the company became part of the international group KD, which has extensive experience in the sector through its subsidiary KD Toys. How it has restructured the company?
- The operational structure of the company has not been modified, which actually means, it is an opportunity to Cefatoys to market its product lines through other subsidiaries of KD group in other countries, as well as the expansion of our product offering thanks agreements reached by the KD group at European level.

- What new challenges facing Cefa Toys since?
- The need to change the corporate culture to operate as an independent company to integrate into a group of international dimension.

- What are the main strategies in the Spanish market?
- Try to offer a range of affordable, innovative products, which are present in all distribution channels and toy Spain with contents that meet the needs of children.

- In recent years the company has expanded into new business areas such as tablets through its KD Interactive division. What goals have been scored in this business? How they are incorporating new technologies to market the toy?
- KD has pioneered the commercialization of children under its brand Kurio tablets, which in Spain has been marketed as tablet Clan, with great success. After the initial boom of sales in this category, the market has stabilized, keeping the tablet KD a leadership position in the segment. Technology will continue to be present in the lives of children and KD maintains its vocation to continue developing innovative, safe and tailored to the needs of child public goods.

- In general, how they would value the evolution of the toy industry? And, what are the key market trends?
- 2015 has been a significant recovery in the toy sector, compared to previous years, which is an encouraging fact. The consumer today is more reflective, before making your final purchase decision, find information, compare prices, ...

- What are your expectations for 2016?
- We expect the market to continue the path of recovery and revitalization of leverage that trust sales to position our new releases.

"The product research, development and innovation occupy much of our work"

Key4 — Thu, 17 Mar 2016 09:34:00 +0100
Interview to Amador Merino, commercial director of SARO
Amador Merino directs SARO, company founded by Antonio Saro who turns 40 this 2016. Shortly after creating the company, the public loved him two articles that would end up being big blockbusters: musical plastic boxes with animal designs, and children's umbrella. From that moment until today, the company has sought childcare SARO keep up in terms of changes in society and has expanded internationally. In the interview Merino explains the evolution of SARO since birth in the 70s: the functioning and structure of the company, communication strategies developed over the years to make to expand its market. Merino also appreciates the market developments of the childcare sector and reveals the company goals for this next year. There is an excerpt. The full interview is at number 134 of Puericultura Market (March)</a>.

- Do you plan to celebrate this anniversary in a special way?
- We plan to conduct a reminder of this event in the print media where we advertise as well as concrete actions we have planned to perform in our social networks (Facebook and Twitter). In addition, we will launch specific videos of articles of the company to our Youtube channel, all in constant contact with our bloggers and product specifiers.

- How is SARO structured? What values characterize them?
- SARO is a family business, in which each person, worker or employee is heard and heeded, considering it a fundamental part of all, essential in the project. As for values, the company is characterized by love for our profession, the total devotion and knowledge to find the best of each of us.

- From SARO, what importance is given to R &; D? What investment is for the company?
- The product research, development and innovation occupy much of our working hours. We have our own creativity and design department and a specific department for creativity and clothing packaging. In addition, we are in permanent contact with the market and factories in order to achieve the best possible product.

- In 1987 SARO starts selling outside Spain and in 2000 outside Europe. Which are the main objectives in the international arena? What percentage of turnover means?
- Our goal is to continue entering EU countries and establishing new bases where market our products in Africa and the Middle East. Exports account in our company 30% of total turnover.
- How about the evolution of the childcare sector during the last year?
- The trend of 2015 continued in the stagnant market, mainly in the retail, expecting a market recovery in the spring of 2016, thus ending the restructuring of the same with moderate increases in turnover.

- Which are the objectives of SARO short, medium and long term?
- Our short-term goal is to end the era of economic stagnation. The medium-term objective is to achieve a level of activity similar to the 2007-2010 business. A medium to long term would be consolidated with our various business bases in Africa, the Middle East and Latin America implantation.



"The childcare sector in Spain will increase its sales volume"

Key4 — Thu, 10 Mar 2016 09:34:00 +0100
Interview to Elisa Crozet, CEO of RECARO in France, Spain and Portugal
Elisa Crozet is leading the German Recaro auto maker Highchairs since 1998, but it began long before its activity with the manufacture of chairs general transport, cars, planes and trains, among others. Over the years the company has become one of the benchmarks of child safety, has branches spread across the US, UK and Japan, and exports to China and Europe. Crozet explains the main trends that are shaping the market for childcare and the objectives it has set RECARO and makes an assessment of the status and progress of industry sales. This is an excerpt of the interview, at number 134 of Puericultura Market (March)</a> the full interview, where Crozet appreciates the new rules i-Size and explains the technical improvements that have been introduced in the auto chairs is and tells changes in consumer habits and presents the proposed new RECARO 2016.
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- How is RECARO business structured in Spain?
- We have a sales team in the country, which will be strengthened as the volume of business continues to increase. Right now we are looking for sales representatives in Madrid and southern Spain, for example. The sales team is fully aware of our products and the world of childcare for many years. Moreover, in France we have another part of the team dedicated to Spain, which supports the development of marketing strategy, manage orders, serves the needs of customers and manage the aftermarket, all in coordination with the sales team and maintaining the communication line with the German center.
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- What effort does your company to develop investigations or trials in the category of car seats?
- We have teams of engineers working permanently in Germany, Holland, Japan, China and the United States. They share information and work on constant technical innovation and progress, with different regulatory regulations of each country or continent. Of course, I have stayed at our factory in Germany, our own testbed for Crash Test.
In addition, RECARO are part of the Committee regroups different brands at European level and is responsible for the development of European standards.
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- How is the evolution of the childcare sector during the last year? What do you expect for 2016?
- The distribution is changing, online stores and traditional shops must find a balance, businesses must adapt to provide greater flexibility and service. I have a positive view of the childcare sector in Spain, which I believe will increase its sales volume; particularly for our brand we have high expectations, of course. However today is practically impossible to make an estimate of the market, taking into account the online sales made through other European countries. As RECARO France / Spain try to promote and protect sales in our markets, for example through the serial numbers of our products, when a consumer needs warranty service, if the product has been purchased by another country, headed to consumer that country to manage its warranty.

- Which are the major trends that are shaping the market for childcare?
- In relation to child safety seats, keep the facility in the opposite direction to the march as long as possible is being fully accepted by the Spanish market, even more than in France. What parents really want is the best for their children, and that is creating a revolution in this market segment.


“The distinction Origin gives us the strength to distinguish us from the Asiatic competence”

Key4 — Thu, 03 Mar 2016 09:34:00 +0100
Interview to César Bernabéu, manager of the company Berjuan
Five companies from the manufacturing dolls sector have got together in order to create the ‘Cí;rculo de Fabricantes de Muñ;ecas de Onil’ and present the brand or distinction Origin, which works for the quality, tradition, authenticity and exclusivity of the dolls manufactured in Onil (Alicante), birthplace of the doll manufacturing since the XIX century. Cé;sar Bernabé;u, manager of the company Berjuan, tells us how the companies will handle this challenge and will let the world know their products. The complete interview is available in the February/March Juguetes B2B</a> magazine.

- Which are the main goals that the companies have determined?
- Our short-term objective is become a referent in the field of doll manufacturing and, as well, that the town of Onil, birthplace of this kind of manufacturers, gets the recognition that it deserves since a long time.

- Which are the challenges you have to handle?
- Obviously, we are talking about the union of five manufacturers that share everything since the beginning, so the most important challenge is get this to be the beginning of a long future in which we realize that together and as partners, we have a lot to win compared with if we treat each other as competence.
; ; ;In short-term, we want to fulfil the distinction Origin to be a recognized brand, not only by the distribution, but also by the final public. This way, people will know that they are acquiring a product created 100% in Onil, and which has got a very demanding qualities, as well as a tradition in our industry. Without forgetting the topic of the security, in which we are more demanding everyday.

- What do you think about the situation of the Dolls category?
- The Doll is a classic toy, so it is essential in concrete moments such as Christmas or the birthdays. However, don’t miss the question that the doll gets in terms of education, with a lot of essential values when talking about the children education: from the love to the distinction of races and sexes, something that just a few toys get to. The doll is everyday a more important figure, not only as a toy, but also as an educational tool. We have to take advantage of all these values as well as showing them to the world in order to not to miss market quote and find new channels.

“There are different interesting market niches for the babycare sector”

Key4 — Thu, 25 Feb 2016 09:34:00 +0100
Interview to María Costa, director of kids and free time investigation from AIJU
Marí;a Costa, director of kids and free time investigation from AIJU, tells us in this interview how the toy and babycare sectors are adapting to the society changes. Moreover, she gives us her point of view about how professionals should handle with this changes in order to take as much advantage as possible of the current market. The full interview is available in the January/February Puericultura Market</a> magazine.

- Do you consider that companies are betting on the innovation? How should they work in this sector?
- In my opinion, the babycare is a sector that innovates overall. However, I think that this is an industry where there are still some oportunities to keep on innovating. For example, understanding how the families live, it is possible to find solutions to the daily situations of each kind of parents.

- Which categories and products are adapting better to the new consumer needs?
- It depends a lot on the target of the families we are talking about. For the parents who prefer the adherence style, there are many different solutions of baby carriers and also some kind of cribs which allow to sleep with the baby, but not more stuff. For the parents who look for the effectiveness and funtionallity, specially regarding the currently flats and appartments size, the products which combine different solutions in one, such as a high chairs-normal chair-hammok, are answering very good to this reality.

- And, what does the consumer look for in the babycare products?
- As I said before, each kind and style of parent has got different needs and search a product with specific characteristics. But talking in general lines, the consumers of today want to find solutions which make their life easier and which, understanding their parental style, help them feeling quitter with their election as parents. ;

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“The international leap is the reason of our growing”

Key4 — Mon, 15 Feb 2016 09:34:00 +0100
Interview to Javier Gimeno, CEO of Kids Licensing
Kids Licensing picks the heritage of Kids Euroswan, a company which is been more than thirty years working in the licensing business and finding the new trends of the market in different sectors such as toys, stationery, gifts and clothes. In the last years, the company has been characterized by a strong evolution in different levels, as well as for its international step.
; ; ;According to Javier Gimeno, CEO of Kids Licensing, the company decided to carry out a image change in order to notice the world this big evolution. “With a fresher, more current and more dynamic image we try to transmit the best spirit of our corporation, which we pretend to pass on our costumers”. The full interview is available in the Licencias Actualidad January/March</a> magazine.

- How does the company structure is?
- Our company counts with a huge human team which is constantly growing according to our business evolution. Thanks to the interaction of our different departments (purchases, sales, production, finance, design, etc.) we get a work flux which allow us handle with the different request of a very competitive market.
; ; ;Currently we got three headquarters (central offices, design department and an office in the city of Hong Kong) in which there are a total of 27 people working. Furthermore, this year we have done a big step moving our logistics to a external platform which gives us a bigger agility in the arrivals and departures of the merchandise. With this change we pretend to get a bigger speed in the delivery of the products to our customers, not only national ones, but also international clients.

- In terms of distriburion, ¿;do you consider that the company bets on “secure licenses”? ¿;How do you do for keeping up to date them about the news?
- Overall, betting on news is always difficult, but a huge part of our work and tasks is promote new initiatives and generate movement in the sector. We always dedicate part of our resources to some initiatives which are not well known, because our customers trust us and our experience in this business. Moreover, all of our news, not only secure licenses, but also new bets, appear immediately in our online store. In the other hand, we also create catalogues for seasons and also specific catalogues for each license, and we make them accessible through our website, and we communicate it with massive emails and direct messages to the customers. Also we create a physic version of these catalogues, and we distribute them in trade fairs, because they are tools which our clients show gratitude for a lot.

- Which goals have you determined as a company in a short, medium and long term?
- Our goals are based on keep with our international expansion project, that is why we tend to sign more licensing deals and partnerships in territories out of Spain, due to have a bigger presence in these countries. In the national level, I think we are a consolidated company within the market, that is why our presence is important in different sectors. Also, we have an important edge of growing in the big distribution, in which we are focusing part of our new projects and ideas.

“The licensing sector in Spain is characterized by the licenses short trajectory”

Key4 — Tue, 09 Feb 2016 09:34:00 +0100
Interview to Flávio Takatsu, senior licensing manager of Hasbro Iberia
In spite of being a big multinational within the toy sector, Hasbro has reoriented a part of its business a step farer from the toy market. Three years ago, the Hasbro Consumer Products division accepted a new challenge: To imagine its properties stories, something which was unthinkable in that moment, as well as reinventing them with new experiences and new ways which allow the consumers to interact with them.
; ; ; The Consumer Products division of Hasbro is managed by Flá;vio Tkatsu, senior licensing manager, who assures that “the today Hasbro company is a complete entertainment company, motivated by the development of contents and new brand experiences from all over the world”. This interview is available in the J</a> anuary/March Licencias Actualidad</a> Magazine.

- Do you think that manufacturers and distributors bet on secure licenses? ¿;How does this trend affects the licensing business?
- The licensing sector is diversification and offer. Unfortunately, this is not our reality. Possibly, it is a reality driven by the economic crisis which is affecting this sector in the last three years and in which manufacturers and distributors prefer to focus its ideas in the call of secure licenses.
; ; ;In that context and adding the pressure of the retail for getting a secure trade, this trend about “mono-brand” has become our reality. One of the ways that Hasbro has adopted for leave this trend and find solutions is keep on engaging the consumers offering them a adequate content as well as products with an added value which take part of the customers life. ;

- How do you value the licensees market situation? Is it necessary to get a more corporate dynamism?
- For the economic situation, mainly, the licensees in Iberia are constantly fighting in order to maintain its businesses. We can affirm that we have very proactive licensees who had to adapt its corporate structure, as well as its businesses for offering solutions and patenting its sales. That profile is the kind of licensees that we have in our brands. Hasbro Consumer Products is trying to combine with other companies which are able to work together with the objective of secure a presence of our products in the stores.

- Which similarities and differences do you stand out of the spanish market regarding to international markets?
- In general terms and regarding to the contents distribution and the roll out of a brand, we are very similar from the more important markets in Europe. Probably in some categories and brands which own the named ‘quick start’, motivated by the special features of each country, Spain has got some particularities. But the most important difference, according its point of view, is the immediacy and short trajectory of the licenses in out country. Hasbro is compromised in building and maintaining the dialogue with all the involved actors in order to build a combined growing plan in mid and long place, generating confidence and making the business more healthy for all the licensees as well as for the retail.

"Social networking is an excellent vehicle to place customers at the center of the value chain"

Key4 — Thu, 28 Jan 2016 09:49:00 +0100
Interview toh Natalia Gómez del Pozuelo, author of "Where do I start 2.0"
Where do I start 2.0 is a book where companies will find the key to positioning in social networks and take out professional performance. The author, Natalia Gó;mez del Pozuelo said in an interview published in the Puericultura Market Magazine how professionals can adapt to new forms of communication and take advantage of its benefits.

- What positive aspects can bring social networking to the marketing strategy of a company and/or point of sale?
Social networks help us to work each part of the sales funnel, consisted of three main premises: to attract visitors interested in the subject treatment, interacting with them through comments (among other systems), and at the time they need a product or service as I offer, they think about my company and consider a preferred option. In addition, social networking is an excellent vehicle to place our customers at the center of the value chain to 'listen' suggestions and comments.

- Is it necessary to have a great knowledge about social networks to create a marketing strategy?
What is necessary is to have a great knowledge of marketing and communication, and a good idea of how networks work, which are not complicated work. The hardest thing is to establish a good strategy, tactics and operational part is mechanical.

- What are the advantages of advertising through social networks?
The main advantage of advertising through networks is the segmentation. Social networks have a lot of information about our tastes and our activities and share, for this reason, allow you to display our advertising to people who are interested in the subject. For example, it would not make sense to advertise toys in a club.

- How can brands use social media to keep abreast of what is happening in their sector? And to get contacts for their business?
To keep up, the important thing is to follow two or three people who are leading in the analysis and monitoring the sector. In addition, having a good alarm system in Google and some activity in the social network that are potential customers of the company. For example, if my business is B2B (Business to Business, that is, to sell to corporations) I need to undertake greater activity in Linkedin, since it is where the people work for these corporations. If it's a consumer sector, is better to carry out an activity on social networks like Facebook, whereas if I have a young target audience, I must use rather snapchat or networks like Instagram.

The full interview can be read in the latest issue No. 133 of the Puericultura Market Magazine from January/February.</a>

"The American market is a constant challenge, with a different idiosyncrasies to which I was used before"

Key4 — Wed, 20 Jan 2016 09:49:00 +0100
Interview with Eric Marlet, vice president of US Babyhome
In its inaugural year edition, the Puericultura Market magazine publishes in the new section of Professionals around the world an interview with Eric Marlet, vice president of Babyhome in the United States, with the aim of highlighting both professional and personal experience of the babycare sector working in other international markets. In this sense, Eric Marlet, at 29 years old, after having studied ADE and International Trade, and being the Director of Export in Babynow, was chosen to lead the project company in the United States. In this interview, Marlet, vice president of the company in the United States since 2014, explains his impressions of babycare in this country.

Eric reveals in the publication the most obvious differences and similarities between the Spanish and the American market within the childcare sector from New York, where he lives without having decided it exactly, since the idea of living outside Spain, as Marlet declared, it was not raised until "the opportunity arose to manage Babyhome USA subsidiary, which had been working three years from Spain and the company decided that I was the right person to lead this project."

In addition, as says the respondent, the professional experience that is living there is positive, although "the American market is a constant challenge with a different idiosyncrasies to which I was used." However, according to Eric, living in the city "is an amazing experience but also difficult and entails wear." But for Marlet, the pros outweigh the cons always, and that's why does not yet have a date of return.

The full interview can be found in the latest edition of the journal Puericultura Market from January/February</a>.

"We always try to surprise our customers with high quality brands, many of them unknown in Iberia"

Key4 — Mon, 11 Jan 2016 09:49:00 +0100
Interview to Arnaud Sattonnay, CEO of BB Grenadine
Known for introducing the famous giraffe Sophie La Girafe in the Spanish market, BB Grenadine started its activity in 2010 to expand its range of products in the Spanish and Portuguese markets. The company specialized in the babycare field and early childhood toys introduces nine new brands in its portfolio in 2014, becoming known by the choice of quality products, environmentally responsible and original and innovative. In this interview to Arnaud Sattonnay, CEO of BB Grenadine xxxx, he explains its inception in the industry, marked objectives for the coming year, as well as an assessment of the developments in the babycare sector.

- BB Grenadine started its activity in 2010 introducing in Spain the giraffe Sophie la girafe. How has been the acceptance of this brand in the domestic market? What goals have you marked?
Acceptance is still excellent, so our efforts to make it known here in Iberia are being rewarded. This has allowed us to expand the range of items Sophie la girafe®; with DK licensed products, Janod and Trousselier. We should note that Sophie la girafe is a long-haul product that has more than 54 years in the market, and it's beginning to be very famous worldwide. So living in this intercom society favors its inclusion in Spain and Portugal.
Our Sophie la Girafe target is to sell a giraffe per birth. Between Spain and Portugal there are approximately 580,000 births per year, so, today, we continue taking great tour of conduct.

- In 2014, new brands were introduced in the catalog of BB Grenadine. What brands were currently distributed? What strategies carried out with each of them?
The extension to brand comes from special encounters with exceptional brands. Our DNA is to introduce high-end and original products. So we emphasize the communication of these brands, not only explaining the article but its history, demonstrating the added value of each and their products, all of them of excellent quality at competitive prices.
Currently we distribute the Minene marks (innovative, stylish and practical textiles for parents, children and babies), Ki ET LA (sunglasses and accessories to protect children from solar radiation), Que du Bonheur (tender wrists / doudou submitted in gift box), Xplorys (innovative products and gift items for babies), Little Big Things (toys / teethers made of solid wood and soft plastics manufacturing BPA free in Germany), Sophie la girafe by Janod (childhood wooden toys with first License Sophie la girafe), Sophie la girafe by Trousselier (music boxes, snowballs and jewelers of the license Sophie la girafe), Sophie la girafe by DK (children's books Sophie la girafe license) and Sophie la girafe baby (natural and organic cosmetic certified child with Ecocert label).
In addition, this year we will begin the distribution of swimwear Mayoparasol Sophie la girafe. We are also exclusive agents of children's furniture Sauthon and the 100% spanish brand Keeddo of children's decoration.

- What values characterize the brands and products they represent in Spain?
We always try to surprise our customers with high quality brands, many of them unknown in Iberia, but have quality products that offer comfort, safety and functionality for both babies and parents. In this way, we can take care of the detail catalog of products distributed by choosing a selection of the best articles from each of the brands we distribute.
BB Grenadine responds and we guarantee all our products to Spain and Portugal. As well, we consider the importance of the environment so we like to deal with products and brands that have environmental awareness and more natural as possible.
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- What aspects you consider to have the consumer in mind when buying baby products?
Increasingly is observed more interest in the quality of the products. The customer is increasingly demanding when buying products for their children turn aside the main factor of price decision. In addition, consumers are increasingly knowledgeable about the product features you want, so part of our job is to give easy access to all the information in our lines.

- How do you assess the developments in the babycare sector in 2015? What are your expectations for 2016?
I believe that the sector has been more dynamic in 2015, the retail has sought other options and brands beyond the "lifetime", expanding the variety and range of products offered in its stores, especially in quality items. We have to remember that the babycare sector will continue to grow in 2016, with greater emphasis on communication towards B2C.

- What do you think are the trends that are shaping the field of babycare?
 The most requested features have been, on one hand, the functionality of the product, being highly valued the choice of versatility (as the products 2 in 1) or evolutionary, allowing the article service life is lengthened. Furthermore, also natural products and / or organics. Environmental awareness and healthy lifestyles have come to the childcare sector, being highly valued the composition of the paper and packaging.

- Do you want to add any further comment?
We want to thank all the shops they trust us and our brands. For them, we continue to seek innovations for BB Grenadine is always synonymous with high quality, originality and environmental protection.

“The fair is growing and proving to be vital for the toy industry"

Key4 — Wed, 30 Dec 2015 09:49:00 +0100
Interview to Steve Pasierb, Toy Industry Association President
The Toy Industry Association (TIA) is a registered non-profit organization responsible for representing all the companies participating in the creation of entertainment for young people from all ages, having already 750 members. Steve Pasierb, president of the Association, tells us in this interview, a few months before New York Toy Fair 2016, what's new in the event and what are the forecast of the industry.

- A few months after the New York Toy Fair 2016, what are the main new features of the event compared to previous years? ;
The fair annually attracts nearly 30,000 professionals from over 100 countries, with the aim of showing the news from over 1,000 exhibitors. This year, as new, we have partnered with Leftfield Media to launch a consumer-facing event called Fair Play, to be held from 13 to 14 February at the Javits Center North. This event is very exciting and unique for fans to touch, feel and interact with their favorite toys, games and entertainment brands in an environment suitable for families opportunity. They may even get to see some revelations of new toys and exclusive shows.

- What are the goals you have set for Toy Fair 2016?
Year after year, this fair keeps growing and showing that it's vital for the toy industry. This motivates us to innovate and help with the needs of professionals involved with the toy. We are planning our activities for 2016 that will feature seminars and special events that enrich the experience of attending this event.

- Why should international visitors attend Toy Fair?
It's the key point of access to the US market. Also in this event new toys that are not shown in any other contest of toys worldwide are revealed. It's an event of "compulsory attendance" for anyone interested in the global toy industry and interested in seeing all the innovative toys originating in North America.

Also, it said by international guests, our event is especially unique for its good atmosphere. Walking through the halls, you'll find passionate exhibitors-from startups to multinational companies who truly love what they do and are excited to bring joy to children of all ages.

- How is the U.S. toy market evolving?
It's an exciting time for the toy industry in the United States now. After several years, we have witnessed a rise of 4% in sales of toys in the United States in 2014, and this year is expected to end with an even higher note with the NPD Group predicting growth of 6.2%. The toy industry has grown 6.5% in the first half of 2015, NPD reported gains in all categories.

- How will the toy industry evolve next year?
The toy industry will continue to face some challenges, including the “kids getting older younger” phenomenon and ongoing competition from tablet-based and mobile play. So, toy companies are learning from consumers to position their products and combine with technology.

The full interview can be found in the December edition of Juguetes B2B magazine number 216</a>.

“Our position is quite clear: we want to be number one and we want to keep number one”

Key4 — Wed, 16 Dec 2015 09:49:00 +0100
Interview to Ernst Kick, CEO of Spielwarenmesse
The Nuremberg Toy Fair Spielwarenmesse, held in the German city, has had in the last edition 2015 70,000 visitors from 120 countries, a million products, 75,000 news and 2,700 exhibitors from over 60 countries, of which 940 exhibitors they are not represented in any other fair. This has become the leading fair competition in the toy industry. In this interview, provided by the Polish magazine Dziecięce Branza, Ernst Kick, CEO of the event, talks about its organization, decision making and current and future trends.
- In 2016 International Toy Fair Nü;rnberg Spielwarenmesse won't have many changes from previous editions. Do you think it has come to the perfect formula?
- We believe that we are satisfied with the results, but obviously not everything is perfect and there's always room for improvement and changes. Regarding the services we offer at the fair, we value that they are in good tune and that businesses and professionals who visit us are also satisfied. In terms of product offering, our intervention is minimal here, but we understand that visitors want a contest in which they can see interesting and groundbreaking innovations. This is the real challenge for the industry. If you look the life cycle of products is about one and a half, so companies must innovate and seek new opportunities, like could be the influence of electronics and new technologies as well as sustainability.

- Spielwarenmesse Int. Toy Fair Nü;rnberg has a large number of exhibitors. What are the areas with the highest demand? 
- The vast majority of companies interested in exhibiting at the event look for the internationality of the event and the projection that provides them. At present, we are seeing an increase in companies that have a product related to electronics, education, wooden toys and baby items.

- Is it complex to maintain an orderly distribution of the wide range of existing product? 
- It's always one of the challenges we face in each edition. A fair is a living product and a market image. A market that is constantly changing. So every year we try to restructure the different areas to present something new and unexpected. This is what makes it worthwhile to visit the fair. For example, now we're already planning the 2017 edition and I can guarantee there will be changes and developments.

- Do you think other shows, perhaps in China, could become the new number one in the toy industry in the near future? 
- I can not affirm or contradict you, but what I can say is that, at present, one of the most traditional markets is Germany and we are the leading fair. Still, we like competition because it helps us to demand more and improve the organization of the event year after year. Our position is very clear: we want to be number one and we want to maintain the position as number one. So now we see the fairs in China and Hong Kong are more continental than international, with a less qualified offer events.

- I asked this question because Koelnmesse is increasingly involved in fairs outside Germany, for example, China or Brazil. I know Spielwarenmesse also works abroad, in Russia, India and Turkey, but since China is so important to the toy industry, do you think that is probably the right direction?

- Of course, we have to look in all directions, but not to be missed by focusing only China. From the point of view of international toy market, I think that right now the biggest market is Europe, above USA. 
You can access the full interview in the December issue of Juguetes B2B magazine.</a> 

“We have loads of ideas that we would like to surprise our customers with”

Key4 — Wed, 11 Nov 2015 09:34:00 +0100
Interview to Katarzyna Gan, Owner of Kabum
Without having created any business before, Katarzyna Gan decides to undertake; she graduated herself in Economics School and launched Kabum, specialized store in the toy industry with headquarters in Warsaw, Poland. In this interview, provided by the Polish magazine Dziecięce Branza, Katarzyan Gan explains her beginnings her business and reveals what is for her the secret of success.

- Without having had previous experience in the business world, you decide to start your own project in the toy industry with the opening of a store and a website. How came this idea? How was the beginning?
After my first daughter was born I was looking for some interesting toys for her. I was disappointed with the choice I had in the shops. The pink and blue division for boys and girls was getting on my nerves. And so I started toying with the idea of opening my own shop. And I decided to tackle the problem professionally. I graduated in Italian Studies and signed up for post-graduate studies at the Warsaw School of Economics, where I wrote a thesis on how to start a company in the children's sector. I also started applying for EU grants. The process took a year to complete. There were 900 people applying for the grant, which was eventually given to 12 of them, and me among them as well.

When opening up a shop I had to learn a lot of things from many various fields, such as law, internet and finance. And, finally, we took off at the end of November / beginning of December. The first Christmas season went really great. ;

- Kabum has a wide range of products, from toys with sensors for children who need support in their development, to wooden toys, DIY or creative play. Do you have a preferred supplier?
We sell the range of Grimm's, Goki (Cause, Heimess) but also toys by Polish Piotruś. At the beginning we headed off to the Nuremberg Toys Trade Fair. Even though I was quite openly admitting that we're just kicking off, I received a very warm welcome. We were treated with kindness and respect. We started cooperating with great suppliers, we came back with tons of catalogues. The process of looking for and finding new toys and acquiring unique objects is an ongoing one. We're not really interested in mainstream toys. We prefer to track down something else, some niche product. ;

- You already count on some collaboration and cooperate with other organizations or groups, who are they? What value they provide?
We've always been acquiring Clients the most efficient way ever – through word of mouth. We also try to show in an attractive way on FB what is happening at Kabum. As the company grows so do the numbers of institutions we cooperate with, such as the International Centre of Science.

Some time ago we were contacted by Montessori method blogger mums and we are still cooperating with most of them. They are great mums, full of life, involved in what they do and with massive practical knowledge about working with children. We pass the toys on to them to be tested and are organizing together a Montessori workshop in our shop in June. We have loads of ideas that we would like to surprise our customers with.

- After arriving here with the creation of Kabum, do you think there is a recipe for success?
You have to like what you do. And be determined. You have to have lots of great ideas and to accept that there is a long road ahead before they come true, and you need to follow that road patiently. Kabum is a family company. I don't think I would be able to achieve as much without the people I cooperate with, without my friends and relatives. At each stage there was somebody supporting me in realizing my project. My husband helps me run the business. Our in-laws, parents and friends help us, among others Julia Rościszewska. The daughters also help by testing the toys and sometimes advising the adults who come to Kabum. Sometimes I don't need to explain anything else.

"Our main products are toys, but slowly we are trying to expand the offer"

Key4 — Tue, 27 Oct 2015 09:34:00 +0100
Interview to Pawel Dudzisz, Owner of Little Big Toys
Having spent working in large companies, Pawel Dudzisz decided to bring up Little Big Toys. This initiative, based in Ostrołęka, a small town located in east of Poland, is characterized by little big toys, as indicated in the brand name, offering "a wide variety of products for younger and older children, as models or +14 games." In this interview, hosted by the Polish magazine Dziecięce Branza, the owner of Little Big Toys, Pawel Dudzisz, explains what is the secret of success and how has launched this new business in the toy industry.

- In June 2013 you decided, with your wife, to bring up Little Big Toys, specialized in the toy store and today the business has two shops, online and physical. How was the process? how has advanced so far?
Me and my wife wanted to change something in our life; we came back from Warsaw to Ostrołęka, our home town. And so we decided to open two toy shops, one internet, one brick-and-mortar. The preparations took almost half a year and It wasn't an easy start since the children's sector was something completely unknown to us. We wondered where to get a wide range of products at attractive prices from. We're still looking for new contacts and for companies specializing in this market segment. ; The name reflects what we have on offer – we have a range for younger and older kids, such as model kits or board games 14+. At the moment our shop takes up ; close to 100 m2 ; and the internet shop has 2 thousand items.

- The main menu of Little Big Toys focuses on the toy. However, recently you decide to incorporate pedal vehicles. Do you have any preference in your suppliers?
As a fresh company we decided to try different suppliers on the market, check how the cooperation would work and then decide on the best business partner. At the moment we're doing business mostly with M&;Z and with Libra from Gdynia, but they're not our only suppliers. We also use services of AB System, Deef, Cobi, Wader and a few other Polish companies. Our main products are toys, but slowly we are trying to expand the offer and have recently introduced big pedal-powered vehicles. It is really important for us to have good contact with people and the ease of communication. However, the range of products offered and on-time deliveries are equally important to us.

- Do you have a story of a client you won't forget?
On one of the first days after opening we had a client walk in with her grandson, saw what we were unpacking from cardboard boxes and bought 4 pieces at once. She returned 5 minutes later for more. All in all, she bought half of our stock of that toy. She has been a regular since then. We also have our schoolmates coming to our shop with their kids.

- After the good results obtained Little Big Toys in the beginning, what would you say is the recipe for success?
I think the atmosphere is very important. We're trying to create an atmosphere in the shop that the client would feel comfortable in. We achieve this effect by individual approach to each of our clients. We offer good music, interesting presentation of the product and above all, we listen to our clients' suggestions and are trying to meet their expectations. But then again we also try to keep up with the latest trends and adapt them.

“The Spanish retail market has responded fantastically well to our products”

Key4 — Tue, 13 Oct 2015 09:34:00 +0200
Interview to Ray Peckett, Chairman of RH Smith and Sons
Smiffys, specialized in carnival and accessories, is a company based in Britain. Having been born as a manufacturer of wigs to courtrooms with Judges, the company has expanded its bid in apparel and accessories up to increase business by 80%. Now the company works in the Spanish market, which, as he tells Ray Peckett, Chairman of RH Smith and Sons, Carnival is very important. Always looking for innovation, the company sees the opportunity to continue growing in the coming years.

- Smiffys is a company specialized in carnival and accessories located in UK. Could you please explain to us the fundamental pillars of the company?
Smiffys is longstanding market leader in the costume and dress up industry, originally starting out as a wigmaker to the courtrooms with Judges and Barrister wigs, and our National Health Service in 1894. Since I took over the company in 1979 and expanded into costume and accessories, Smiffys has seen consistently strong growth with an increase in business of over 80% in the last 5 years. This is largely due to the determined expansion into international markets but also because of our reputation as a family business that cares about the industry, champions the integrity and safety standards of the industry and can be relied on by our customers to provide quality products, excellent customer service and a passion for the industry that few have managed to replicate. As a business we always try to respond to market changes, the massive growth in Halloween and Carnival are the 2 most important trends. Smiffys are widely acknowledged as the clear market leader for Halloween, with the best range of products on the market.

- Smiffys works at the Spanish market. How do you manage the business on the Spanish market? Which are the main goals for this market?
Carnival is a key season for the Spanish market and our other European territories. Year round Carnival sales have grown more than 50 % in the last 2/3 years. We have employed telesales staff from the European countries we serve and appointed local Sales Reps so that our retail customers have the support and contact they need to grow their costume and party business. In the coming year we plan to grow our penetration of the retail market in Spain by increasing the number of resellers we work with by over 20%.

- Which will be the main novelties products to be presented in Halloween 2015 and Carnival 2016?
 Our wigs, whether they’re Smiffys or Fever brands, are the markets bestsellers. Fever wigs are style able with heated appliances so consumers love the number of different looks they can achieve from our wigs. Our zombie costume range is a hugely popular choice. The Spanish retail market has responded fantastically well to our Halloween products and clearly value our service quality and reliable delivery, all year round stock availability, and extended credit terms for both Halloween and Carnival seasons.

- What do you think about the evolution of carnival and accessories market in Spain and others countries?
We are expanding our range and coverage in Europe and Carnival is a key part of that. We partner with a number of different Carnival organisers who we enjoy working with to grow the Carnival retail market and always looking for innovative new ways to reach our consumer base. Because of the breadth of our range we can pick up on so many different events and opportunities whether it’s Oktoberfest, Halloween or decade themed festivals. We have something for all occasions and we see the opportunity continuing to grow. More people are dressing up for a huge variety of occasions and we are seeing our sales growing beyond the obvious seasonal peaks of Halloween and Carnival.

- Would you like to add anything else?
VERY IMPORTANT: Since we ended our Spanish exclusive distribution agreement we had in place in January this year, we have seen a huge amount of interest in Smiffys brand. We have focused on building relations with the Spanish retail market and employed locally based Sales Reps to service the increased demand we are experiencing.