As marketing manager for Rubie’s UK, Vicky Hamilton shares her thoughts on what costumes are good for a laugh and what she expects to do well at Halloween.
How important are comedy and novelty costumes within the fancy dress market?
“In a category that thrives on ‘newness’, novelty and comedy items can prove to be a good, quick update to a core range, and give retailers a reasonably good idea of their longevity.”
Which comedy costume innovations have made the biggest difference to the market in recent years?
“Rubie’s inflatable costumes have had a huge impact within the market, largely thanks to our iconic inflatable T-Rex which has starred in countless viral social posts. But there’s more fun to be had with Jurassic World; Pteranodon, Triceratops, and Blue Velociraptor are all waiting to be discovered together with our children’s inflatable T-Rex.”
What type of costumes make people laugh the most?
“Whole-family and pet costumes bring a smile to many people’s faces; it’s become a popular trend to coordinate the whole family – including the family pet! This pawsome trend really comes to life during the Halloween and Christmas period. We expect to see lots of scary pets trick-or-treating this Halloween!”
How important are current affairs and trends for people looking to create a funny costume?
“Politics and current affairs play a huge role in influencing consumer purchases. As Brexit deadline falls on Halloween, we expect to see a great many politicians being parodied, from Farage to Gove, to Rees-Mogg. Our Presidential Piggy Back costume should also be a popular choice.”
How important is licensing within the party sector?
“Officially licensed product is incredibly important. An official licence is essentially a proxy for quality and safety and consumers place their trust in those brands.”
Which have been the bestselling licences for you so far in 2019?
“Marvel has seen great success this year, with fans of all ages immersed in Avengers: End Game. We expect the love for Marvel characters to be as strong as ever as the Halloween period hits as well as a popular gift for the Christmas season.”
Are there any properties and licences you expect to be key in the coming months?
“Warner Brothers Horror always performs strongly for Halloween due to its iconic portfolio of horror movies. Pennywise costumes and accessories should see renewed interest in 2019 following the release of IT – Chapter Two in September. Maleficent: Mistress of Evil also hits cinemas in October and we have a striking Maleficent headpiece, full deluxe costume and accessory set for that unmistakeable Halloween silhouette.”
