For older target groups, one theme is starting to boom all over the world although, not so very long ago it was virtually only in the USA that it generated huge sales across all product categories: Halloween. Originally a Celtic tradition, the customs were taken over by the Catholic church on All Hallows’ Eve and introduced into the USA mainly by Irish immigrants.
The American discounter "Party City" set up their huge display of Halloween products in September in former Toys R Us real estate. In their flagship store in Rockaway, New Jersey, the company has around 1,600 sq. metres of showrooms with some 2,000 items from over 150 suppliers, all dedicated to grisly Halloween themes. Over 50 pop-up shops are due to open before the spooky night of 31 October to 1 November.
British retailers Harrods are also exploiting the enormous demand that this phenomenon is now creating in Europe. On 27 and 28 October there will be special Halloween displays in the toy department and workshops where you can make masks.
Nowadays horror is subject to license. The American retailer Spirit Halloween has acquired costume and accessories rights to the Rainbow Rangers, heroes from an animated series by Genius Brands, due to be launched in shops in North America in 2019.