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‘PJ Masks, PAW Patrol, Little Tikes are flying’

Shop Direct’s Andrea Gornall and Neil Mitchell highlight the strong performers so far this year.

Shop Direct is currently enjoying success with a raft of licensed properties across key categories, with licences including PJ Masks, Pokémon and WWE all performing well.

Andrea Gornall, senior buyer toys and nursery, and Neil Mitchell, buyer for toys – both pictured – spoke to Licensing Source Book as part of the judging of the product categories for this year’s Licensing Awards.

They commented: “In preschool, we can’t keep PJ Masks in stock at the moment! PAW Patrol is also strong, while Little Tikes is flying this season.

“In boys’ toys, Pokémon, Power Rangers and WWE are doing well, however it’s a mixed bag for girls; Moana and Beauty and the Beast did really well, while Shopkins is still up there, L.O.L Surprise is one to watch and Trolls is still going well for us.”

As for new properties coming through, Andrea continued: “We have our eye on Ben 10 and JoJo Siwa – there is a lot of product coming out this autumn for her. We think Justice League will do well, while in terms of trends STEM is up there.”

This feature originally appeared in the autumn 2017 edition of Licensing Source Book. Click here to read the full publication.

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