This ad will be closed automatically in X seconds.

Feedback: Brands with buzz

The last few years have seen an explosion in new licences hitting the market, covering everything from film and television to gaming characters and collectable toys. As children – and adults – devote more time and attention to their favourite brands, we ask industry experts to share their opinion on to what degree that is reflected in the party market.

Julie Dommett, head of marketing, Pioneer Europe

“We’ve seen great results in our Star Wars and Avengers balloon and partyware ranges thanks to the recent movie releases and expect to continue this momentum when the DVDs come out.

As far as new brands go, we think that Jurassic World is set to be huge, as the movie appeals to people who grew up with the original movies as well as a new crowd from the more recent movies. And every kid loves a big dinosaur balloon!

So far there has been a fantastic response to the new Incredibles trailer – which has been watched over 82 million times on YouTube. Pioneer is proud to launch a new range of Qualatex Bubble balloons and latex featuring the key characters.

The industry has changed a lot over recent years – I would say that the biggest change is that there are now quite a lot of film reboots and series, rather than a one-off standalone movie. This means the licenses attract a larger audience over a number of films which gives the product far more longevity.”


Rubies Italian Toy Awards (2)
The company received two awards during the fifth annual Toy Awards, organised by industry magazine TG TuttoGiocattoli, presented at the Italian B2B expo, Toys Milano....
Rubies x Masters of the Universe (1)
The iconic property from Mattel will join the dress-up supplier's 2022 collection with the addition of He-Man and the Masters of the Universe and The Masters of the Universe: revelation....
rubies warehouse (2)
The company has acquired a new 35,000 m2 warehouse near Venlo in the Netherlands to expand its EMEA distribution....
my other me (1)
The new range includes both maternity dress-up themes and parent and baby coordinating costumes. ...
Autumn Fair (2)
The show, which takes place from 4 - 7 September, 2022 at NEC Birmingham, is almost fully booked with a host of industry leading exhibitors....
Party City (2)
The retailer has reported total net sales of $433 million for the first quarter of 2022, an increase of 2.1% year-on-year....
Get the latest news sent to your inbox
Subscribe to our daily newsletter