As we near the end of the year and set our out of office messages for a well-deserved Christmas break, it seems a good time to look back over the last year in the party industry and the highs and lows we’ve all encountered.
JANUARY
We started the year with confirmation of the news that organisers had made the decision
many had expected, to cancel the Spielwarenmesse show due to ongoing Covid restrictions.
As new product ranges began to launch, Rubies made big strides in its eco-friendly mission with the news of a new 100% sustainable children’s costume collection.
FEBRUARY
Despite the cancellation of Nuremberg, February saw the successful return of Spring Fair. News from the show included a new partnership between Balloon Market and Kalisan.
MARCH
March saw the return of World Book Day to classrooms as it celebrated its 25th anniversary,
providing a welcome boost for costume sales.
Replacing its planned debut at Spielwarenmesse, Disguise launched a European tour. Smiffys expanded its LOL Surprise collection into Australia and New Zealand.
There was people news aplenty in March, with a new head of operations at Pioneer Europe, an EMEA restructure at Rubies, while Amscan named a new ceo, and its first executive chairman.
APRIL
On 1 April, having been the North America costume partner for Disney for over 30 years, Disguise launched its Disney range in Europe.
Gemar set out on a US tour, covering 2,722 miles and four cities in nine days. Wholesaler and distributor, Sancto, entered voluntary liquidation, while also winding down its retail store. Amscan divested its Irish retail stores and created a franchise partnership for its retail brand, Party Delights. And Club Green celebrated its 40th anniversary.
MAY
May was a big month for licensing deals – Smiffys expanded its licensed portfolio with two food brands – Pringles and Kellogg’s; Amscan partnered with the Roald Dahl; and Rubies added Barbie to its offering.
Jakks Pacific reported its highest sales in 14 years. Meanwhile, industry association, BAPIA, announced its new FunDays.
JUNE
Queen Elizabeth’s incredible 70 year reign was celebrated throughout the UK as Platinum Jubilee fever took hold. Union Jack bunting sold out, and party retailers were swamped with revellers.
Graham Gardiner was appointed commercial director at Rubies and Smiffys won Exporter/International Business of the Year award at the Lincolnshire Business Excellence Awards.
JULY
July saw a raft of party suppliers honoured as finalists in the annual Licensing Awards.
Halloween preparations began as the National Costumers Association launched its Halloween for All campaign, and Spirit Halloween opened with a trailer for its new movie.
Disguise continued its European expansion, with a new distribution deal with Smiffys for UK Indies, Goodmark for indies in France and Benelux, and Amscan for indies in Germany and retailers in its group.
AUGUST
Opposuits celebrated its 10th anniversary in July. Autumn Fair partnered with Products of Change for its Power of One campaign, and Disguise signed Stranger Things.
SEPTEMBER
Amscan scooped the award for Best Licensed Dress-Up or Partyware Range at September’s
Licensing Awards ceremony. The company also announced the acquisition of Sweden’s Party King, as its turnover hit £300 million.
Rubies appointed Pete Silver as head of sales, and also signed a deal for the Monster High licence.
Card Factory reported a 29% increase in sales of partyware and balloons.
OCTOBER
Following its September acquisition, October saw Amscan appoint Neil Weaver as coo.
In retail, Carole Middleton’s Party Pieces launched into the US with a partnership with Saker ShopRite stores in New Jersey. Across the pond, Smiffys expanded its high street presence in the UK with the acquisition of two customer stores, and the opening of two new stores.
Rubies appointed a new head of operations, as it announced its expansion into the plush category with the launch of Kidrobot.
The Halloween & Costume Association revealed that its show would continue online this year, following the successful move to a virtual event during the pandemic.
NOVEMBER
Amscan International announced it was rebranding as Wonder as part of the group’s
continued implementation of its global strategic growth plan.
A new partyware company launched – Sparkles – offering partyware for all occasions. Rubies appointed a new head of licensing, and industry association BAPIA planned to spread its annual Christmas magic with the GOSH décor day.
Party City named a new chief operating officer – Peter Smith – as it lowered its earnings outlook for the year.
DECEMBER
Smiffys joined the Pinocchio and Friends line-up in December, along with Fashion UK, while Rubies furthered its sustainable efforts with a new green collection. Organisers of Spielwarenmesse began plans for the February show’s return with the announcement of its RedNight networking party.
