Children’s dress-up is one of the most important sectors within the party industry, with role play activities, fancy dress birthday parties and popping to the shops as a superhero all part and parcel of daily life with a young child. Louise Hinds, licensing and creative director for VMC Accessories, took an overview of the sector which covers everything from Book Week and beyond.
How has the children’s dress-up sector performed over the last 12 months?
“The preschool character dress up sector has performed really well for us over the last 12 months, we even saw fantastic Book Week sales in those adverse weather conditions back in February.”
What’s new for the children’s dress-up market in 2018?
“For 2018 we are just launching our new BBC dress up styles, Hey Duggee and Go Jetters which already
are both receiving great feedback at retail. Next year will see us entering our ninth year of working on the Gruffalo, we have steadily developed the growth of this franchise into something really quite unique. It’s a real pleasure to work on and continues to perform exceptionally well.”
What is your hero dress-up product or range for 2018? What is so special about it?
“Other highlights for us are Paddington, following on from the success of Paddington the Movie 2 and the traditional book characters Mog and the tiger from The Tiger Who Came To Tea – which has just celebrated its 50th anniversary.”
