Spielwarenmesse: Interview with Vedes: experiencing sorcery & magic with magic kits for children

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Interview with Vedes: experiencing sorcery & magic with magic kits for children

from Harald Hemmerlein

Harry Potter has shown muggles the world of wizards. For children, magic has always been a part of their world, which they usually experience as being full of wonder anyway. The toy industry offers so-called "magic kits", which let children present magical tricks at children's parties and amaze adults. André Besser, Purchaser Games & Creative at the Vedes trade organisation, gives insights into the world of magic.

Spielwarenmesse®: Mr. Besser, are Harry Potter and his world still affecting the demand for magic kits and accessories?

André Besser: The turnover in the "Magic and magic kit" sector has remained at a consistently good level for many years and is generated with a few products, most of which have very good margins. This makes it a reliable segment for brick-and-mortar retailers, involving little expense and attracting customers all year round because the products are also very much in demand at children's birthdays and other events.

What exactly is happening in this segment? Are there any innovations that might also seize the possibilities offered by the latest digital technology?

A.B.: The top products mainly come from Kosmos, but also from Ravensburger and Noris. However, in the past few years, there have been very few innovations within this product group.

Every now and then, there are star wizards who lend their names to magic kits. Does the issue of licences play a significant role here?

A.B.: Licences such as Harry Potter do not really play a role here, but well-known magicians do significantly stimulate demand! This year, for example, the magic kits and sets of Marvin's Magic have appeared on sale in Germany, distributed via SIMM – who, according to their own statements, are "the magic experts" and "the world's number one when it comes to magic and wizardry".

As a renowned magician, magic maker and trader, Marvin Berglas launched his first product series, "Magic Made Easy", at Hamleys in London in 1987, and since then has always been developing new exciting theme sets that attract followers not just in the British Isles. Meanwhile, the Marvin's Magic brand enjoys international recognition and its magical online club has more than 100,000 registered followers.


Discover new products about magic and wizardry live at the Spielwarenmesse®. Find out more about the product group Festive Articles, Carnival, Fireworks.

 

Author of this article:

Harald Hemmerlein

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