Sector Focus: Rubie’s on children’s dress-up

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. Rubie’s head of licensing and marketing Tracey Devine 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?

“Children’s dress-up has never been more exciting! With so many great licenses and innovation within the category, dress-up continues to be popular with both children and adults alike. Not only are children wearing their favourite super-hero or princess costume in the house or playing with friends, but they are also wearing their favourite outfit while visiting the park or helping mum or dad on the grocery run.”

Why is children’s dress-up so popular with non-party retailers?

“With the UK birth rate remaining steady its no surprise that dress-up is popular among the toddler group. Empowering play-time is vital, integrating story-telling and dress-up goes hand in hand and allows parents and children to immerse them selves into an imaginary world.”

How does dress-up reflect current trends and fashions?

“Rubie’s aims to create eye-catching costumes that inspires imaginations and happiness which is much like the fashion world. For example, our new deluxe Nella Princess costume is a full-length dress with ombre finish and glitter patterned front bodice and tiara headpiece, that’s sure to draw those young fans to dress-up just like Nella!”

How important is licensed product to this sector?

“With more media platforms and programmes available children want to be immersed into their favourite scenes or programme. They want to role-play with friends dressed in their favourite costumes.”

What’s new for the children’s dress-up market in 2018?

“We are launching brand new Nella the Princess Knight costumes as the Nickelodeon preschool hit show is sure to be a success with all the young fans. For preschool girls of today, Nella offers real girls the opportunity to be like her: a self-confident girl who defends while wearing a crown.”

What is your hero dress-up product or range for 2018? What is so special about it?

“With so many fantastic opportunities to dress-up throughout the year we have a number of licences suitable for toddlers. With a fantastic Disney Classic range, toddlers can be transformed into Winnie the Pooh or Tigger. Toddlers who love to dance can wear the Disney Princess ballerina rangewhile the Paw Patrol range will delight any young fan who likes the action-packed adventures of the canine superheroes!”

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