As I type these words, the reality is setting in that in just a few hours, kids of all ages will walk the streets in search of tricks and treats.
Yes, Halloween is on a Monday this year, and while local ordinances may have pulled trick-or-treating ahead into the weekend for some families, October 31 is still a special day that I hold in high regard. As a kid, trick-or-treating on Halloween night was an unforgettable experience that was looked forward to every year.
Maybe I’m officially “old-fashioned,” but I still believe that Halloween should be on Halloween, which is why I rallied against the “Saturday Halloween Movement” that grabbed some headlines back in 2018 and still does, on occasion, become part of the national conversation. The funny thing about that is the “movement” was being led by the Halloween & Costume Association (petition and all) and was completely misguided from the start due to one fundamental flaw: families and towns were already extending the spooky fun beyond Halloween day. In a lot of ways, those community celebrations are the “opening act” — a warmup — for the big day. This year, the Association deemed the festivities “Halloweekend” with activities promoted from Friday to Monday.
In recent years, Halloween has become a big business in the toy department.
While spooky toys have always been around, they’re practically a subcategory at this point. At our sister publication, The Toy Insider, a recent feature showcases 31 new toys and games that are hitting all the right notes for Halloween from Squishable Plush and Mr. Potato Head Spooky Spuds to Pokémon Trick or Trade BOOster packs (pictured top). And, toymakers are leaning into the licensing-fueled world of costumes, dress-up, and roleplay more than ever. Jazwares entered this category in a big way this year with its new Costume Play division and scored some early hits with its Marvel range. Last week, Jakks Pacific revealed that sales in its Disguise costumes division are up 36% year-to-date and that the company has already shipped 25% more costumes this year than all of 2021.
Even Spirit Halloween, which increased its retail footprint this season, is feeling a bit more toyetic in its product assortment. And, in case you missed it, the pop-up retailer stars in Spirit Halloween: The Movie, which was shot in an abandoned Toys “R” Us store.
More Earnings & Acquisitions
Last week, I mentioned some rumors and rumblings that have been swirling in the industry regarding some upcoming acquisitions. By the end of the week, Kids2 confirmed its acquisition of the Baby Dream Co., but there is far bigger news on the horizon and I still believe that one piece of might hit this week as a company that’s already changed hands a few times takes its place within a much larger corporate portfolio, so stay tuned.
On the earnings front, Mattel had a solid quarter but Jakks Pacific absolutely crushed expectations by exceeding last year’s sales in just nine months. This week, earnings season will conclude with Funko and Spin Master checking in.
Neighborhood Toy Store Month
As David S. Pumpkins made his triumphant return to Saturday Night Live this weekend, it was hard not to notice that holiday-themed commercials have already joined the rotation. I have no doubt that by next weekend, the spark to shop for the holidays will already be lighting a fire under consumers to get out there.
In the 2022 Fall Toy Preview issue of The Toy Book, ASTRA President Sue Warfield shared some words about how specialty retailers can best connect with their customers this holiday season. We’ve since published the feature online and it’s worth a read as ASTRA’s long-running Neighborhood Toy Store Day is being reinvented as Neighborhood Toy Store Month this year.
While major retailers tend to snag many of the headlines throughout the holiday season, the importance of independent toy stores, hobby shops, and specialty retailers cannot be understated: The toy industry needs to support these retailers. Unlike the majors, independent toy stores are staffed by folks who know and love the products they carry, yet they still face some occasional barriers that need to be knocked down — particularly, access to hot products and the ability to purchase them at wholesale for a fair price that allows them to compete. If there is one area that our industry could do better in as a whole, that’s it, and you can read a bit more about that in the Next-Gen Toy Stores feature from our recent Specialty issue.
So get ready, folks! At the stroke of midnight, the flow of pumpkin spice latte will be switched to peppermint mocha and the playing of holiday jams in my office will commence as the toy-filled holiday season starts rockin’.
P.S. — It’s never too early to start thinking about next year! The Toy Book team is already working on The BIG Toy Book for Feb. 2023. Stay on the #pulseofplay and check out the details on how you can get involved!
