Progressive Party Europe: Spring 2026

Last month saw many of the party industry coming together in Telford again for the second CAP Expo show, organised by industry association, BAPIA. Once again, the show felt busy, buzzing with excitement and was a great opportunity for the party industry to meet face to face and share plans for the year ahead.

The response from attendees was again hugely positive and BAPIA is busy planning next year’s event already, but not before heading to Coventry for UKFABAC from 9-11 October this year.

Earlier in the year, the industry returned to Nuremberg for Spielwarenmesse, which was also incredibly well received by exhibitors and visitors alike with an upbeat, positive mood in the halls. Despite ongoing geopolitical challenges, 2,313 exhibitors from 68 countries attended the show this year and 58,900 trade visitors from 121 nations were in attendance, an increase of 2.5% year-on-year.

The sun is now putting in sporadic appearances in the UK and as we head into the summer months, there is plenty to look forward to in the party industry.

Despite, or perhaps because of, the continued cost-of-living pressures, consumers are planning more outdoor parties in the warmer months of the year. Coupled with a summer of sport on the horizon, with the FIFA World Cup, Commonwealth Games and more, this

presents an opportunity for party suppliers and retailers to help consumers make these celebrations extra special. We find out what’s planned for outdoor party ranges later in the issue, as well as what the trends are this year.

While it’s a fallow year for Glastonbury in 2026, there are a huge range of festivals planned over the coming months and dressing up is becoming an increasingly important part of these events. Find out what’s likely to be hot this year and the launches awaiting consumers in this issue.

Warmer weather also signals the beginning of wedding season, but before the big day, couples are planning their hen and stag parties already. We spoke to suppliers about how these events are being celebrated and what’s new in the sector.

And of course, for the big day itself, there are plenty of new products incoming to help couples celebrate. Find out more in the weddings feature.

We’ll be back for a summer issue, but until then, do keep us up to date with your news, views and updates by emailing katierm@ max-publishing.co.uk and robw@maxpublishing.co.uk. We love hearing from you.

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News: The latest happenings in the world of party.

19

Letter from America: Ed Avis explores the minefield of product pricing.

21

NABAS: A deep dive into promoting your business.

23

Executive profile: Folat’s head of sales UK, Vanessa Aston answers the questions

27

Hens and stags: What’s new for the last flings before the rings?

32

Outdoor parties: Summer’s around the corner, let the outdoor celebrations commence.

34

Weddings: The latest trends for couples tying the knot.

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Festivals: Glastonbury is a no-show for 2026, but there are plenty of festivals to get dressed up for. ISSN 2058 797X

Copyright © 2025. Whilst every effort has been made to ensure the information in this magazine was correct at the time of publication, the publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text. Views of contributors do not necessarily reflect those of the publishers.

CAP Expo 2026 welcomes over 1,200 visitors

BAPIA, organiser of The Celebration & Party Expo 2026, has called the event ‘an outstanding success’.

The second annual trade show firmly cemented CAP Expo’s position as a must-attend event for the celebrations industry. Across an action-packed and inspiring weekend, the show welcomed over 1,200 visitors who came together with a shared goal to connect, discover, learn and elevate their businesses.

With more than 40 exhibitors showcasing an exceptional range of products, services and innovations, the show floor was alive with energy from start to finish. Each stand brought something unique, creating a vibrant and engaging environment that encouraged meaningful conversations and real business opportunities.

Exhibitors experienced consistently

high levels of engagement, with an average of 13 leads captured per minute, a powerful reflection of both the quality of attendees and the strength of the buying audience present.

The Expo programme featured 31 interactive sessions, live demonstrations, insightful talks and hands on opportunities, all delivered by leading industry professionals and globally recognised artists. With both talent and visitors travelling from as far as Brazil and Ghana, the event had a truly international feel, introducing fresh perspectives, diverse techniques and world-class expertise to the UK market.

John Bowler, chief executive, BAPIA, commented: “From highenergy live demos that drew crowds, to invaluable networking moments that sparked new collaborations, the Celebration & Party Expo delivered tangible value at every level for

CHAKS’ introduces Spider Web

Spider Web by CHAKS is used by professional special effects artists in film and TV and is now available to consumers.

The decoration covers 9m² to 155 m² meaning it can be used from small corners to grand halls. The web clings to rough surfaces, cracks and wraps around objects and features over 13,000 individual filaments, so the more it is stretched, the more authentic it looks.

Yufei Hu, CHAKS’ new communication and marketing manager, commented: “Stretch it. Pull it. Shape it. Your space instantly transforms into a breathtaking, airy spider web masterpiece that leaves everyone impressed.

“Spider Web creates instant décor magic perfect for Halloween, parties, or cinematic set-ups. It has professional-grade realism, using the same technology used in blockbuster movie sets, offering endless creative possibilities.”

exhibitors, speakers, and visitors alike.

“The feedback has been overwhelmingly positive, with attendees praising not only the quality of the content and connections, but also the atmosphere and organisation of the event.”

The 2026 edition has set a new benchmark for the celebrations industry, raising expectations and laying strong foundations for even greater growth in the years ahead.

UK Greetings expands Boofle offering

Alongside the adorable cards, UK Greetings is delighted to unveil a Boofle partyware expansion.

The range includes paper plates and cups, cake toppers, hanging bunting and balloons to provide everything consumers need to sprinkle a bit of Boofle magic into their parties.

Matching gift bags and roll wrap tie the whole theme together – all featuring the cheeky character alongside rainbows, stars and flower iconography.

A spokesperson for the company commented: “As a brand, Boofle lends itself perfectly to birthday parties and celebrations, and it’s this natural growth into this area UKG hopes will make consumers’ special occasions feel extra-special.”

Disguise launches new division

Jakks & Disguise have announced the launch of a new division, collaborating with global anime, manga and digital creator brands, to design and manufacture a comprehensive range of costumes, role play, collectibles and toys.

To support Disguise’s extended licence portfolio and continued growth in EMEA, it has also expanded its product development team, with the hire of a new costume designer, Louise Winestone.

There is also new senior leadership in brand

Rubies sees ‘unprecedented demand’ for KPop Demon Hunters

Following its initial ‘Golden’ release, Rubies saw strong demand for the popular brand and its recent launch has enjoyed a similar reception.

With an ever-growing range of officially licensed KPop Demon Hunters costumes flying off the shelves, Rubies’ recent streetstyle looks have experienced a similar reception to the initial launch, with demand described as ‘unprecedented’.

Rubies commented: “We have loved

commercialisation and marketing, with two new senior level appointments. Andrew Brown has been appointed vice president brand commercialisation and Hayley Woodward as senior marketing director.

so many customers dressed up as their favourite Huntr/x member and we are happy to say that more costumes are on their way.”

There are also many highly anticipated theatrical releases this year with Supergirl and SpiderMan: Brand New Day just a few months away, bringing new costumes and accessories from Rubies with them.

Unique Party launches Harry Potter range

Unique Party’s new Harry Potter party and balloon collection is now available to pre-order, offering retailers an exciting opportunity to tap into the enduring popularity of the wizarding world.

Perfect for muggles celebrating birthdays or hosting fan events, the range features a mix of themed tableware, decorations and foil balloons, including the classic house designs that fans instantly recognise.

Alongside the core party essentials, the collection introduces several detail-led additions designed to help customers create a more immersive celebration. A Quidditch cake decorating kit, Quidditch tower treat boxes and a house robes banner allow hosts to curate their event with thoughtful touches and authentic references from the beloved series.

Whether customers align themselves with Gryffindor, Slytherin, Ravenclaw or Hufflepuff, the assortment offers something for every aspiring Hogwarts student, making it easy to build a themed celebration.

Oppo Merchandise Group signs two new licences

Transformers and Monopoly will be joining Oppo Merchandise Group’s extensive licensed offering.

The two evergreen brands are now available as suits and Hawaiian Shirts under the OppoSuits brand. The new Quarter Zip jumpers also feature the Monopoly brand, along with Minecraft, My Little Pony, The Smurfs, Superman and South Park.

The company has also launched new trade catalogues for both the OppoSuits brand and the Suitmeister brand.

UK Greetings unveils new balloon offering

From milestone age numbers to deluxe shaped icons, including pirouetting unicorns and shimmering butterflies, UK Greetings’ new balloon range has something for every occasion.

The collection also includes various colourful lettering designs including ‘Happy Birthday’, ‘Hello Baby’ and ‘Good Luck’. With such a

broad choice, UK Greetings hopes to offer consumers even more ways to personalise those special moments and milestones.

Boland publishes 2026 catalogue

The latest catalogue from Boland feature over 700 pages, with a range of new products across all categories.

Boland’s 2026 catalogue covers headwear, wigs, accessories, clothing, themed collections from hen parties, to Eid Mubarak and football to graduation, party decorations and a dedicated Halloween section.

Gemar unveils new balloon designs

Gemar’s new animal print balloons are designed to add a playful and adventurous touch to any event.

Among the newest designs, the cow and giraffe patterns are perfect for creating themed decorations inspired by safari adventures or lively rodeo parties.

The bold prints were recently showcased at CAP Expo 2026, where they were used to create striking themed installations which immediately captured visitors’ attention, proving how easily these designs can transform a space and define the overall atmosphere.

Gloria Veta, global brand and sales director, Gemar, said: “Whether you are planning a birthday party for children, a family celebration, or a themed event for adults, animal prints add personality and a sense of fun to the environment. The cow pattern brings a charming western feel, while the giraffe print introduces a warm and exotic safari atmosphere.

“Mix them with natural tones, greens, and complementary balloons to build dynamic and memorable decorations. As demonstrated at CAP Expo, these prints offer decorators a versatile tool to move from simple concepts to impactful, professional results.”

US: Michaels to expand party offering

Having launched its Party Shop offering in stores across the US after Party City closed, Michaels is planning to expand the offering in 2026.

The Party Shop is a dedicated shop-in-shop that rolled out at all locations late in 2025 to pick up the market share left after the closure of Party City. The spaces offer dedicated Balloon Bars and over the course of this year, the product assortment will be further expanded.

Furthermore a range of the retailers’ own brands, which comprise 70% of its assortment will be getting a refresh, starting with the brands Celebrate It and Artist Loft.

Further changes in 2026 will include price cuts, with Michaels lowering everyday prices on over 3,000 items by about 10% across arts and crafts, The Party Shop and more.

Michaels ceo, David Boone said: “The price reductions reflect our ongoing commitment to delivering value to our customers every time they shop with us.

“Our mission is for Michaels to be the go-to destination for creating and celebrating in every community and that means making it easier and more affordable for everyone to create, celebrate and bring their ideas to life.”

Sweet, soft and irresistibly delicate. The new Gemar Marshmallow colours bring a cloud-like touch to any creation

Smiffys and Rubies support Family Fund this World Book Day

Donating over 100 costumes to the charity, Smiffys and Rubies ensured more children could join in the celebrations with a large selection of character favourites and accessible costumes.

Family Fund is the UK’s largest grant-making charity for families raising a disabled or seriously ill child, on a low income and when they got in touch asking Smiffys and Rubies to support them with a few costumes to help families join in the Book Day fun, the costume brands wanted to do more to help.

Donating over 100 costumes to the charity, Smiffys and Rubies ensured more children could join in the celebrations.

Michael White, corporate partnerships manager at Family Fund commented: “Families with disabled and seriously ill children face higher household costs and are able to work much less due to caring needs. Thanks to the generous support of Smiffys and Rubies, families were able to apply for a special costume giveaway, to easily take part in World Book Day and dress up for the day without any late-night parent costume-making.

“We really enjoyed seeing all the

Superheroes, Pterodactyls and Where’s Wally characters come to life on our Facebook page and had great family feedback.”

Alice Smith, marketing manager at Smiffys, added: “Here at Smiffys we believe every child should have the opportunity to bring their favourite book characters to life in costume. We’re proud to work with Family Fund to help ensure the families they support were able to join in the fun this year and celebrate the joy of reading.”

Ciara Loane, marketing manager at Rubies said: “We’re so happy to have been able to provide costumes for so many children for World Book Day. We hope the donation inspired the recipients to enjoy the day and to have fun all dressed up.”

Following on from this successful campaign, Smiffys and Rubies will continue to support Family Fund.

Blues Group signs Benidorm

Blues Group has signed a deal to create a dressup range based on the comedy series, Benidorm.

Under the deal with Banijay Rights, the spirit of the Brits abroad comedy will be brought to life through a range of adult fancy dress costumes and accessories. Launching this year, the collection will roll out across

retailers in the UK and Eire and includes attire based on fan-favourite characters such as Kenneth and Lesley, as well as a selection of Solana Hotel-inspired group outfits complete with lanyards, name badges and wigs. Leila Loumi, svp licensing and merchandising, Banijay Rights, said: “Benidorm can only be described as one of UK television’s national treasures, bringing laughter to millions with its iconic humour and unforgettable characters.

“This deal gives fans a new way to relive that joy – in the form of colourful, cheeky costumes that capture the fun and spirit of the series.”

Christina Cockill, senior account manager, Blues Group, commented: “It’s been an absolute joy working with Leila Loumi and the Banijay Rights team to bring our ideas to life.

“With such a huge fan base, we saw a clear gap in the market for merchandise — and what better place to start than with some fun fancy dress costumes? I think all we need now is a team trip to the Solana to showcase the range.”

Left: The Benidorm range includes costumes based on characters such as Kenneth and Lesley, as well as a selection of Solana Hotel-inspired group outfits.

Disguise renews global rights to Minecraft costumes

Disguise has secured a multi-year renewal of its global licensing agreement for Minecraft costumes and costume accessories.

The extension reinforces the company’s longstanding partnership with one of the most influential gaming brands in the world and solidifies Minecraft’s position as a top-performing licence within Disguise’s portfolio. Minecraft continues to be a powerhouse for Disguise, delivering exceptional growth in 2025 following the successful release of A Minecraft Movie in April. The film’s global impact fuelled heightened fan engagement and demand for authentic character costumes, further elevating the brand across retail channels worldwide.

“The excitement around A Minecraft Movie last year took that connection to an entirely new level and we look forward to several more years of delivering high quality costumes to support this amazing brand as well as a new movie to come in 2027.”

The momentum behind the franchise is expected to continue rising. Earlier this year, the official A Minecraft Movie Instagram account confirmed that a second film is currently in development and slated for release in 2027, signalling sustained demand and long-term opportunities for franchise expansion.

Tara Cortner, president and gm of Disguise, said: “Minecraft continues

to be a cornerstone of our overall success. Our long-term partnership with Minecraft has allowed us to bring its world to life through costumes that resonate with fans of all ages.

With the renewed agreement, Disguise will continue to design, develop, and distribute innovative Minecraft costumes and accessories globally, delivering products that capture the creativity, adventure and imagination that define the beloved franchise.

TUFTEX launches new shades

The latest TUFTEX Colour Collection offers a contemporary interpretation of timeless hues.

SCARLETT

A deep, rich red that brings instant drama, Scarlett feels powerful and confident. Famously tied to a certain crimson-clad college football team, it’s a natural fit for school colours and a standout choice for autumn installs. Scarlett will be a favourite in both design and branding,

MUSE

The lightest shade in the Collection is a neutral with a natural soul. Muse feels effortless with a poetic quality

that sparks creativity without stealing the spotlight. It’s endlessly versatile, the perfect sandy canvas for balloon pros around the world. Muse plays beautifully with every theme and season, proving that sometimes the most subtle shades are the most inspiring.

ROYALTY

A deep, vivid royal blue that feels timeless, rich, and undeniably regal. Royalty has a polished look that works just as well for school décor as it does for formal events and even everyday installs. It’s classic blue reimagined: elevated and always in style.

Rocca Fun Factory lands in the UK

Rocca Fun Factory, a powerhouse in the European balloon and party industry, announced during CAP Expo that it’s launching a dedicated UK B2B platform: Balloonspecialist.co.uk

FACTORY PRICES, PROFESSIONAL STANDARDS

The core mission of Balloonspecialist.co.uk is simple: to eliminate the ‘middleman’ costs which often eat into a decorator or retailer's margins. By shopping directly from a primary producer and importer, UK specialists can now access authentic factory pricing across an extensive catalogue. Whether customers are looking for premium latex balloons, foil balloons, or the essential accessories that keep their business floating, the new portal offers a one-stop-shop experience designed by industry experts, for industry experts.

REDEFINING CONVENIENCE

In an era where logistics costs are soaring, BalloonSpecialist.co.uk is breaking the mould with a logistics policy that favours the customer:

EXCLUSIVE SUPPORT FOR THE UK COMMUNITY

Rocca Fun Factory understands the value of the professional community in the UK. In recognition of the industry's trade bodies, Balloonspecialist. co.uk will offer exclusive, dedicated discounts for members of BAPIA and NABAS. By integrating these discounts directly into the platform, the company ensures that those committed to professional standards in the UK are rewarded with the best possible pricing in the market.

WHAT’S IN THE CATALOGUE?

While the prices are low, the variety is anything but. The site features a comprehensive selection including:

■ Professional-grade latex: A wide range of colours and sizes.

■ Mylar and foil innovations: From standard shapes to trending designs.

■ Zero minimum orders: No job is too small. Whether customers need a single bag of specialty latex or a bulk shipment for a corporate event, there are no order thresholds to meet.

■ Free and fast delivery: To keep businesses agile, the platform offers free shipping across the UK with a focus on rapid turnaround times, ensuring customers have what they need exactly when they need it. "Our goal isn't just to be another supplier," said the team at Rocca Fun Factory. "We want to be a strategic partner for UK balloon artists and retailers by removing the barriers of high shipping costs and restrictive minimum spends."

■ Essential accessories: Pumps, weights, ribbons and pro-tools.

READY TO ELEVATE YOUR BUSINESS?

The digital doors are now open. UK specialists are invited to register their business accounts today to unlock factory pricing and experience a new standard in B2B balloon supply.

Visit Balloonspecialist.co.uk to explore the range and claim your industry-leading rates.

INTRODUCING THE DECORATOR LINE

A standout feature of the new Balloonspecialist.co.uk platform is the exclusive availability of the Decorator Line, a high-performance series designed by professionals, for professionals. Engineered with a specific formula tailored for high-end decor, the Decorator Line addresses the real-world challenges faced by balloon artists and event planners every day.

ENGINEERED FOR EXCELLENCE

What sets the Decorator Line apart is its technical superiority. Every balloon is manufactured to meet the rigorous demands of professional installations:

■ The ‘easy-tie’ advantage: Featuring a specifically designed long and elastic neck, these balloons are remarkably easy to tie, reducing hand fatigue during large-scale builds.

■ Superior durability: The specialised latex formula ensures exceptional

float times with helium and longlasting tension when inflated with air.

■ The perfect silhouette: Achieve that high-end look with a completely round shape, essential for modern organic displays and precision sculptures.

■ Vibrant aesthetics: Expect nothing less than intense, brilliant colours that maintain their depth, even when fully inflated.

UNMATCHED VARIETY

In the world of professional decoration, having the exact shade and size is non-negotiable. The Decorator Line offers one of the most comprehensive selections on the market:

■ 69+ colours: From pastels and chromes to classic bolds.

■ 14+ sizes and shapes: A versatile range that covers everything from tiny detail balloons to massive focal pieces and unique silhouettes.

"The Decorator Line represents the pinnacle of our manufacturing expertise," said Rocca Fun Factory. "We’ve listened to decorators across Europe to create a product that doesn't just look better, but works better."

JOIN THE REVOLUTION

By combining factory direct pricing with the professional-grade quality of the Decorator Line, BalloonSpecialist. co.uk is empowering UK specialists to deliver world-class results without the premium overhead.

Visit Balloonspecialist.co.uk today and discover the difference that professional-grade materials can make for your business.

BELOW: There are 14 sizes and shapes of balloons in the

Line, making it ideal for all installations.

Like other small business owners, many costume shop owners dread the dayto-day business side of their endeavor. They got into costuming because they love costumes or make-up or theatre…not because they like running a business. One area that they all need to do well is setting prices.

Setting prices wisely pays off

Irecently spoke with one of our members, Jim Berg, who owns Twin Cities Magic & Costume in Minneapolis. He told me that when he sets the prices for items at his store, he puts himself into the buyer’s shoes and guesses what they would consider a good price for each item.

“I say to myself, ‘If I was the shopper, what would I pay for it?’” Jim said. “So if I would pay $20 for it, I think anybody would pay $20 for it, because I’m a very frugal shopper.”

Berg’s pricing strategy differs from the standard price-setting methods, such as ‘key stoning’ (doubling the wholesale price) or basing on competitors’ prices. But his approach evidently positions Twin Cities Magic & Costume for long-term success.

“Today pricing is not only a financial decision but also a positioning strategy,” said Mariia Golitsyna, a marketing and commercial growth strategist. “Retailers who succeed usually focus on communicating their value rather than competing only on price. When companies understand what customers are willing to pay for - whether it’s quality, convenience, brand perception or experience - they can protect margins while staying competitive.”

Before you set a price,

experts say you need to understand your true break-even for that item. That includes the wholesale cost of the item, but also overhead and related costs, such as potential shrinkage, carrying costs (interest on debt) and staffing.

Next, remember Jim’s practice and consider the perceived value. Sometimes this includes urgency –on 30 October a good Halloween costume has a higher perceived value than on 1 November. Other times perceived value includes trends.

Other characteristics that affect perceived value are packaging (people

(when consumers see ads, they perceive the product must be worthy of the investment in advertising).

By keeping your eye on those two ends of the spectrum - your breakeven at the bottom and the perceived value at the top - you should be able to set prices that bring in more profit than if you used a less-nuanced strategy. Within the window of breakeven and perceived value, there is room to make adjustments that increase profit.

For example, some items in your store drive traffic, while others drive profit.

“Some items are easily adjustable in their pricing structures because they are high-volume traffic items,” said Stephen O’Farrell, owner of Tricks & Treats and The Christmas Loft in North Comstock. “Profit, though, comes from secondary items that are added to a purchase beyond the primary item that drove traffic.”

An example of Stephen’s idea might be setting a lower price on a basic Batman costume, because it’s in demand and you bought enough of them to get a decent price, but a higher price on the common accessories, such as the Batman belt or higher-end mask. The costume initiates the purchase, while the accessories increase the profit.

Sometimes you can earn more overall profit by bundling items rather than trying to sell them separately, even if the margin is a little lower on the bundle.

Finally, consider the experience factor: If you have a cool store that is beautifully decorated and offers a true experience, you probably can charge more - at least for certain items - than your competition at the ugly big box store. People who are in a fun mood and enjoying themselves are more likely to open their wallets.

Ultimately, how you set prices affects customers’ perception of your store.

If you want customers to feel that your store carries quality merchandise and offers an enjoyable shopping experience, don’t worry if your prices are higher than those at mass retailers. If they perceive they are getting value for the money – a good product, a fun experience, something that fills a need – they will become regulars.

Do you promote your business as the best in your industry? Or have you seen someone advertising themselves as the best in their field? If so, did it build trust or did it put you off?

Promote yourself as the best

Confidence in your products, services or abilities is essential. But for a potential customer to resonate with your offering and believe you are the best there are two key conditions to be met: Your criteria must match your customer’s criteria.

The basis for your claim has to align

with how your customer judges value. What do you think makes you the best? Is it your creativity? Service? Price? Product quality?

Now consider your customers. Their priorities may differ from yours - and they may differ from each other. One client may prioritise excellent communication, another may

demand exceptional craftsmanship. Yet you may think being the cheapest makes you the best.

If you don’t understand what matters most to your customers, your claim risks missing the mark. The experience must support the promise.

It isn’t enough to say you’re the best - your customers need to experience it first-hand. If you claim outstanding product quality, the product must reflect that. If you promise exceptional service, every interaction must reinforce it.

A single weak touchpoint, such as poor communication or slow response times, can undermine an otherwise excellent offering. Customers will decide whether your values and benefits meet their expectations based on real experience, not marketing statements.

To become a supplier of choice, you need clarity around the key factors that matter most to your audience and then to deliver them consistently. Strong processes, efficient systems and a clear understanding of your customers’ needs help create a repeatable, sustainable experience. Over time, consistency builds trust, which leads to a strong reputation and that all-important business loyalty.

Ultimately, it’s for the customer to decide who is best for their needs. You may not tick every box for every client — and that’s okay. Sometimes positioning yourself as the right fit is far more powerful than claiming to be the best.

NABAS has been the UK’s independent trade association for the balloon and party industry since 1987 and is a not-for-profit organisation which is run by members for our members. We reinvest membership payments in benefits and initiatives to help build exposure, skills and confidence that will help our members be the absolute best they can be.

If you are interested in helping to drive our industry forward, simply head to www.nabas.co.uk to find out more or reach out to us and we’ll happily have a chat! Claire Carney and Victoria Cooke NABAS Co-Chairs chair@nabas.co.uk www.nabas.co.uk

executive profile

Vanessa Aston, head of sales UK at Folat discusses opportunities, freebies and trade shows.

HOW LONG HAVE YOU BEEN AT THE COMPANY?

I started with Folat on 19 January 2026. As I write, it’s been 11 weeks which I cannot believe how quickly it has flown by.

WHAT IS YOUR GREATEST ACHIEVEMENT OF YOUR CAREER?

Working in the party industry for 35 years, doing different roles and growing with each area I have worked in. I have joined Folat and I am still learning every day with a great team and fabulous products and best of all, amazing customers.

FAVOURITE PART OF YOUR JOB?

It has to be the interaction with people, colleagues and customers. I have spent the past few months meeting customers at various trade shows and in their businesses, which has been a real pleasure.

My favourite part has to be the interaction with people, colleagues and customers.

LEAST FAVOURITE PART OF YOUR JOB?

When everyone knows who you work for and wants freebies!

WHO IS THE UNSUNG HERO OF THE COMPANY?

That is a difficult question as in sales, we interact with so many different departments and we could not do our role in the company without each and every one of them.

WHAT IS THE BIGGEST CHANGE WITHIN THE PARTY INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT?

I think the biggest change has been the large suppliers going into administration and the unsettled environment in the industry.

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN?

You can’t know everything, but it’s what you do about it that counts.

BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE LAST YEAR?

There are always opportunities if you look hard enough.

IF YOU COULD CHANGE ONE THING ABOUT THE PARTY INDUSTRY, WHAT WOULD IT BE AND WHY?

It would definitely be to stop the counterfeit copies and cheap Far East suppliers selling direct without following the UK and European regulations.

IF YOU DIDN’T WORK IN THE PARTY INDUSTRY, WHAT INDUSTRY WOULD YOU WORK IN AND WHY?

I’d definitely work in travel, maybe on a cruise ship to see the world. Although having said that, I am sure working in it is not as glamorous as it sounds.

YOU CAN’T KNOW EVERYTHING

Exper t s in all our O ne creative team

.

Specialists in cross categor y ranges

O ur n ewest licenses

@bluesgroup #myblues

@bluesnight wear #bluesnight wear

As wedding season looms, attention is also turning to the last fling before the rings, with both hen and stag party planning in full swing. Suppliers share the top trends for 2026 and the new launches hitting the market.

The final farewell

The main trend for hen and stag parties over recent years has been that they are becoming bigger events. Few settle for just a night out now, with most making a weekend of the celebrations, or at least an overnight stay, with UK and international stays commonplace. Outfit and décor themes throughout the celebrations are also popular, with many having a different theme for each day or evening.

Fran Hales, head of marketing and portfolio, Rubies, begins: “As summer approaches, hen and stag dos are beginning.

In recent years, these celebrations have gotten bigger and bigger, with couples wanting to celebrate in every way they can.

“This year, themed stag and hen dos are expected to be a major event, with top brands like Barbie and Marvel popping up all over the world.”

Aneesa Beasley, vp, commercial, Disguise, adds: “Summer events continue to drive sales, particularly in the adult costume category, with many events bringing

key dress up moments such as hen, stag, festivals and sporting events.

“Comedy and nostalgia are great for group dressing and capitalising on current trends and content moments, such as Super Mario Movie 2 and Moana Live Action, which are supported by Disguise’s costume ranges from the classic gaming and animated brand franchises.”

Dominique Peckett, director, Smiffys, continues: “As we head into pre-wedding season, we’re looking forward to the return of hen and stag parties. We continue to see hens and stags heading away for a full weekend of celebrations, both abroad and here in the UK.”

In terms of trends for the summer of celebrations, licensed brands are still going strong. Aneesa outlines: “A major moment for the summer, will be the theatrical release of Toy Story 5 - watch out for an exciting new range of adult licensed costumes and accessories hitting the UK this summer.

“Disguise’s extensive line of bestselling, licensed inflatable costumes are always a hit for consumers looking to stand out from the crowd.”

Accessories also continue to perform well. Fran continues: “Our new adult range of tops and half masks featuring characters such as Spider-Man, Captain America and Hulk make dress up more

accessible and easier to enjoy all kinds of activities. The range for adults’ dressup includes half masks that make it easier than ever before to get dressed up and still enjoy eating and partying.

“We also expect that accessories will remain the most in-demand product for the season with favourites like cowboy hats and cheerleader pom-poms getting even the most stubborn attendees dressed up.”

The requirements vary hugely for the hens and the stags, of course. Dominique outlines: “Comedy costumes continue to be an essential part of most stag do celebrations - whether it’s a night out in a local city or a weekend away on a Spanish island, humiliating the groom is a tradition that’s still going strong.

“Hen parties remain a far more stylish affair, hosted in large party houses decked out in trending themes, these celebrations are filled with décor and fun accessories to create a weekend to remember. That being said, we are noticing a resurgence of the ‘traditional’ hen do – a big night out with group costumes, hen party accessories and not taking yourself too seriously. Pink Ladies remain popular in this category, as well as comedy costumes and ‘dress as the Bride’ themes.”

Sander Visser, key account manager, Oppo Merchandise Group, adds: “Our suits have always been a popular dressed-up alternative for stag do’s

around the globe. If you want to be dressed up and stand out at the same time, our suits are the go-to product.

“We see that stag dos are evolving to the next level and that it’s about having quality time together. It’s an important part of getting married and will be a memory for life. This also shows in which outfits are popular. Quality time goes hand in hand with our quality products that embody having a great time with friends and celebrating life to the fullest.

“In addition to our classic suits collection we offer a wide range of OppoSuits animal and character onesies that are perfect for a more informal stag do. The groom can be dressed up as a monkey, giraffe, unicorn, Super Mario or My Little Pony.”

In contrast, Mark Brett, sole UK agent, Boland, sees the hens as the main sales driver: “Men rarely spend much on stag dress-up events and certainly from retailers’ feedback, we see that the guy doesn’t want to spend much, unless they can pour it down their neck or they haven’t got a clue as to what their theme is going to be.

“As a consequence much of the product available is female orientated. The vibe I have got over the last couple of years is a move away from the crude and rude to the elegant, sophisticated and stylish. At Boland we see the concept of ‘Team Bride’ being a key theme to hold the hen party together. Western Cowboy hats are probably the singularly most dominant product. Boland features no less than 23 styles.”

There’s huge scope to tap into both the hen and stag party market. Turn the page to find the latest new products hitting the market.

HEN AND STAG PRODUCTS

Current trends and content moments such as the Super Mario Movie 2 are ideal themes for stag parties and Disguise has the costumes ready.

Tableware and decorations from the Hootyballoo hen party range will create the perfect pink hen party vibe

Group costumes are a classic of stag and hen season and ahead of the new Minions and Monsters movie release in July this year, Rubies adult Minions range, which includes a Onesie and Kevin costume, is the perfect opportunity for group dress up.

Heart glasses and Cowgirl Hats from Hootyballoo’s She’s Tying the Knot range make the perfect accessories for hens

Inspired by the hit TV series that has captivated audiences worldwide, Smiffys has launched a new officially licensed Yellowstone costume. This Rip Wheeler costume kit features the iconic Dutton Ranch insignia and ‘Y’ branded cowboy hat and jacket, completing the look with a stick-on beard and aviator glasses.

OppoSuits animal and character onesies are perfect for a more informal stag do. The groom can be dressed up as a monkey, giraffe, unicorn, Super Mario or My Little Pony.

The Recovery Kit Cotton Bags from Hootyballoo come in packs of five and are perfect for the morning after.

If members of the stag party want to meet their perfect hen then disguising as a bright yellow chicken has to be the perfect costume from Boland

UK Greetings’ 3D bottle toppers are a clever innovation, which adds the perfect finishing touch to the big moments consumers want to celebrate with a bottle of fizz. They’re simple to use and help personalise those special milestones.

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HEN AND STAG PRODUCTS

The new Bling Rhinestone Cowboy Hat collection from Smiffys offers a coordinated group look for hen parties. With an all-over metallic thread fabric and rhinestone detail, the hats create a high-quality fashion look at accessible prices.

The new ‘She said Yaasss’ collection from Folat Riethmüller is a modern bachelorette collection of party items that put a stylish, vibrant twist on the ordinary. This collection wraps classic hen traditions in a playful, sophisticated look with iridescent and pink accents. Including shot glasses, necklaces, cotton gift bags, iridescent sun visors and more –celebrate both the hen and her squad.

Childhood classic, Teletubbies, is an annual hit for hen and stag dos with headbands from Rubies providing a more understated dress-up effect.

stripes hat is covered in red, white and blue sequins – the perfect look for a Western themed hen party.

Stag dos are often synonymous with sports, like pub golf, so the return of the Ted Lasso series this year is expected to encourage customers to dress up and embrace their sporty side.

Treat the guests to something special in these

the great

outdoors

2026 holds another busy summer of sport, celebrations and, hopefully, sunshine, giving consumers the ideal opportunity to move the party outside. Suppliers share their expectations for the season and what’s new in the sector.

Alongside the football FIFA World Cup 2026, which kicks off in June and always brings fans together to watch games and celebrate (or commiserate) together, there is a variety of sporting events planned for the summer this year.

The Commonwealth Games are being held from 23 July to 2 August in Glasgow, before the European Athletics Championships head to Birmingham from 10-16 August.

Jennifer Wilson, head of creative marketing and product design, Unique Party, comments: “We’re sure that 2026 is set to be a great summer and with plenty of sporting events to add this year, we’ve launched our new Summer of Sport catalogue.

“Filled with those key essentials to support the home nations this summer, tableware, bunting, flags and balloons

are all included. Whether you’re hosting a fan event, or just want to show your support, Unique’s product line has you covered.”

Dominique Peckett, director, Smiffys, adds: “This summer, the World Cup returns to our screens and here at Smiffys we’re expecting this to increase gatherings at home. A World Cup football match, a BBQ and sunshine makes for a classic summer celebration.

summer with the fun of Halloween: sun, beach and spooky vibes come together for unique, unforgettable parties.”

Even if there’s no event being celebrated, the continued high cost of living is driving consumers to entertain at home more, meaning parties and celebrations throughout the summer often take place in the garden. Dominique continues: “Celebrating at home allows consumers to party at a lower cost. Consumers are still budget conscious as the cost of living is a continued challenge for many.”

Smiffys has added to its supporters’ range for 2026, with new England Flag accessories, perfect for adding to the atmosphere at home.”

While Halloween doesn’t come around until the autumn, the growing trend for ‘summerween’ is also expected to be seen at outdoor parties this year.

CHAKS is offering a range of items for themed get-togethers.

Communications and marketing manager, Yufei Hu explains: “This summer, the sun meets spooky fun. CHAKS invites you to celebrate Summerween, the ultimate blend of summer vibes and Halloween thrills.

“Summerween mixes the magic of

Alice Cass, marketing executive, UK Greetings, continues: “UK Greetings and the Royal Horticultural Society are ready to make their customers’ next garden party extraspecial with their partyware collection.

“Drawing from the extensive RHS image library, they feature beautiful floral designs across napkins, paper plates, cups and tablecloths –adding a real touch of sophistication and class to those social gatherings.”

With so many reasons for consumers to celebrate outside this summer, all we need is for the English weather to play ball too and retailers could find themselves with a strong reason for extra footfall through the doors.

OUTDOOR PRODUCTS

and cake stand in a soft green and white design,

for sophisticated garden parties.

and tablecloths.

The Cream Acrylic Cake Topper and Tall Skinny Candles from Hootyballoo’s Botanical Garden collection make the ideal finishing touch for a celebration cake.

The World Cup returns this summer and Smiffys has launched new England Flag themed accessories for fans to show their support for the team. The range includes England Flag tattoos, Mullet wig and Cowboy Hat, as well as an inflatable trophy.

Unique Party has launched a new Summer of Sport catalogue, filled with key essentials to support the home nations this summer - tableware, bunting, flags and balloons are all included.

Among the newest designs from Gemar, the cow and giraffe patterns are perfect for creating themed decorations inspired by safari adventures or lively rodeo parties.

everafterhappily

As the days get longer, wedding season approaches and party suppliers are leaning in to the trend for DIY themes as a growing number of Gen Z couples tie the knot.

AWedding Study, almost a quarter of couples that got married in 2025 were Gen Z. The generation is changing wedding trends, with 38% more likely to host an engagement party and 33% more likely to have a pre-wedding photoshoot, opening up new opportunities for party suppliers and retailers alike.

Gen Z couples also tend to lean towards the modern minimalist trend, with 24% choosing this aesthetic. Meanwhile, more than a third of couples take on DIY projects including centrepieces, decoration and invitations, to add personal touches, while also keeping costs down, offering more opportunity for the party industry.

When it comes to inspiration, social media influences 60% of couples, while word of mouth helps 39%, meaning promotion is key.

Trends are becoming more uniform throughout different countries, according to Mark Brett, sole UK agent, Boland: “There are common themes spreading throughout Europe, where ten years ago there were few similarities. Our industry (dress up and party) can only follow general trends as specific fashion trends are very fast moving and are a

distance away from the type of product we all sell, especially with weddings.

“I suspect that the wedding party will be smaller and I think in many cases much smaller. My advice would be to keep it sophisticated, keenly priced and product that is very flexible in its usage. It is very likely that more and more couples will seek to do their own thing and sort product and ideas from their local party retailers, as opposed to the expense of use wedding planners. This is reinforced by Boland now having 10 pages of ‘bride to be’ product in its brand new 2026 catalogue.”

Personalised décor is in vogue. Jennifer Wilson, head of creative marketing and product design, Unique Party agrees:

“Custom décor looks set to remain a defining feature of wedding celebrations this year. From bespoke balloon installations and tailored streamer backdrops, to a host of personalised details in between, the appetite for a luxe, crafted aesthetic has never been stronger.

“What’s particularly exciting is the growing shift towards weddings that feel truly individual. Traditional colour palettes, tones and formats are no longer dominating the conversation; instead, couples are confidently moving beyond the status quo and embracing design choices that reflect their own personalities and stories.

“As a result, colour, energy and playful accessories are taking centre stage like never before. Dopamine-inspired colour clashes, bold patterns and expressive prints are emerging as key features across many celebrations, reinforcing the idea that modern weddings are as much about personal expression as they are about tradition.”

It’s important for retailers to remember the younger guests at weddings, says Sander Visser, key account manager, Europe, Oppo Merchandise Group: “At Oppo Merchandise Group we’ve always been more known for our unique stag do outfits instead of for the wedding itself. Despite the fact that our all-over-printed suits have been worn ‘walking down the aisle’, we see big demand within our kids’ OppoSuits suits. We offer a selection of timeless and trendy colours that fit any wedding ceremony. We even offer a selection of kids Tuxedos for the more formal occasion.

“For men our solid coloured suits are perfect to wear when visiting a wedding party. Especially because they don’t just look great, but also can withstand a party which means you can wear them to multiple weddings and other occasions like proms.”

WEDDING PRODUCTS

Share the love with the new Folat Riethmüller

“L O V E” standing foil balloons – perfect for summer wedding celebrations and make a great scene-setter for those all-important photos.

Gold Wedding collection

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The new wedding collection from Folat Riethmüller shines in subtle tones and gold. Versatile enough to customise to your own taste, yet bold enough to style an event in one refined elegant look. The collection offers fresh takes on beloved wedding classics, including balloons, banners, name cards, gift bags, and much more.

Hootyballoo’s Gold Wedding range includes the Scatter Some Love Confetti Cones and stand to appeal to those couples wanting to create some of the features themselves.

Capture wedding guest messages in a fun and innovative way with the new Guest Book Wedding Blocks from Folat Riethmüller Relive the memories over and over again while having a blast with family and friends.

Perfect for wedding season, the new Muse shade from Tuftex (available from Unique Party) ticks all the boxes. Available in five format sizes, the shade is now the lightest in the collection. Muse feels effortless with a poetic quality that sparks creativity without stealing the spotlight. It’s endlessly versatile, the perfect sandy canvas. Muse plays beautifully with every theme and season, proving that sometimes the most subtle shades are the most inspiring.

Shower the happy couple with love – and confetti! Containing 16 confetti cones, this Just Married Confetti Kit from Folat Riethmüller is perfect for post-nuptial aisle walks.

Festival fever

While consumers are going out in the traditional sense much less since the increased cost of living, festivals have remained a popular way to get out and about. As well as the larger events, there are smaller festivals emerging around the UK, offering ample opportunity to kit visitors out with costumes and accessories for the events.

2026 is a ‘fallow year’ for Glastonbury, meaning the event won’t run to allow the land to recover. However, there are many festivals taking place throughout the UK and further afield for consumers to get that camping and live music urge satisfied.

The season begins with Download in June, then the Isle of Wight Festival, which has an official dress up theme this year, then TRNSMT which stepped in when T in the Park closed its doors in 2017. State Fayre rounds off the bigger events in June, before Creamfields and Reading/Leeds Festivals kick in for August.

There are also more family friendly events taking place such as Womad, Latitude, Camp Bestival and Feastival, alongside smaller, more regional and specialised events, offering plenty to attract consumers of all walks of life.

On top of that, there are some key music tours planned in 2026, with Harry Styles leading the way with

11 dates at Wembley throughout June and July. Take That also returns to the stage throughout the UK this summer, along with Ariana Grande, Boyzone, Westlife, Bon Jovi and more.

Harry Styles’ last tour in 2023 set the trend for consumers dressing up to watch their favourite acts and as a result, feather boas sold out at party retailers across the UK. Anything with sequins was then on the hit list when Taylor Swift went on tour, meaning party retailers can support fans with their outfits and accessories for concerts this year too.

Mark Brett, sole UK agent, Boland, begins: “After Carnival and Halloween, perhaps the biggest up and coming season for the dress up market is the festival season. It has loads of key features, it is a long season, involves a wide age group, hugely multi-cultural, it spans the whole of Europe, and the UK spend alone runs into billions.”

Fran Hales, head of marketing and portfolio, Rubies comments: “The warmer weather is beginning and music fans are purchasing tickets to summer festivals and concerts. The festival season is the perfect opportunity for dress up as there has been an increased number of attendees dressing up in theme with their favourite musicians.

“Despite 2026 being a fallow year for Glastonbury Festival, there are huge artists touring this year, such as BTS, Rosalia and Harry Styles and dress up will be an important part of these events.

“Festivals are all about celebrating the sunny season practically, therefore sunglasses and floral headgear are expected to remain among some of the best sellers. With the return of Harry Styles to the stage, we expect a resurgence in feather boa sales as fans embrace his new disco-inspired album. It’s looking like the 2026 festival season will be full of opportunities for dress up.”

Dominique Peckett, director, Smiffys, continues: “As the sun makes a reappearance and bank holidays are on the horizon, thoughts turn to a super summer of festival weekends and outdoor gigs.

“Dressing up in colourful styles and crazy costumes has always been a part of festival culture, but we have seen this cross over to big arena concerts in recent years. Beginning with the likes of Beyonce’s Cowboy Cater and Sabrina Carpenter’s Short n Sweet tours, fans are now dressing on theme to see their favourite artists.

“Kicking off with his recent Netflix special, Harry Styles is set to tour this

summer. With the star donning a blue Tinsel Jacket for this show, we’re expecting our Festival Tinsel Jackets to be a popular option for fans. Also taking inspiration from festivals, concerts have become more of an experience rather than an evening out, encouraging fans to spend on these events.

“For summer festivals we’re seeing more family events gain popularity, with a focus on entertainment and activities for the whole family rather than the calibre of artists on the line up. These festivals encourage dress-up with themed days such as Animal Kingdom, Out of Space and many more. For traditional festivals, comedy group themes remain popular such as our Kellogg’s range, and nostalgic icons like Popeye and Top Gun.”

Bright and impactful products are key when it comes to preparing for festival season. Jennifer Wilson, head of creative marketing and product design, Unique Party, outlines: “Colour continues to play a major role in the visual identity of summer festivals, where self-expression, creativity and bold styling are all part of the experience. Our range of temporary-coloured hairsprays taps perfectly into this spirit, offering an easy way to add a vibrant pop of

colour and personality to festival looks.

“Whether used to complement a festival outfit, coordinate with friends, or simply embrace the carefree energy of the season, temporary colour offers a quick and effective way to transform a look.”

Easy to wear but impactful items are popular, as well as licensed designs, says Sander Visser, key account manager, Oppo Merchandise Group: “For festivals around the globe our OppoSuits Hawaiian shirts are the perfect party attire. They’re easy to wear and provide sufficient ventilation during summer parties. With festivals it’s hard to tell whether there’s a certain trend, therefore we focus on evergreen licences that will put a smile on people’s faces.

“We offer a variety of iconic characters like Super Mario, Donkey Kong and Bowser. But besides these Nintendo styles we also have One Piece, Dragonball Z, Monopoly, The Smurfs, Scooby Doo and many more.”

Aneesa Beasley, vp commercial trading EMEA, agrees: “Comedy and nostalgia are great for group dressing and capitalising on current trends and content moments, such as Super Mario Movie 2 and Moana Live Action, which are supported by Disguise’s costume ranges from the classic gaming and animated brand franchises.

“A major moment for the summer, will be the theatrical release of Toy Story 5 - watch out for an exciting new range of adult licensed costumes & accessories hitting the UK this summer.

“Disguise’s extensive line of bestselling, licensed inflatable costumes are always a hit for consumers looking to stand out from the crowd.”

Trends can be tricky to predict, as Mark explains: “It is quite difficult to suggest trends as it is very much down to three (it could be four if you include weather) W’s - what, where and who. When Beyonce toured in 2025 it was cowboy hats, the last Harry Styles tour was feather boas.

“Yes, there is a notion that consumers will cut back, albeit the discretionary spend is growing with the ‘experiential spend’. There was a cost-of-living crisis in 2025, yet Glastonbury sold out in 90 minutes from opening the online ticket sale. That equated to over £85 million on ticket sales alone in one and a half hours. Unfortunately, 2026 is a rest year, yet there are still nearly 300 other music festivals (UK) and that does not include major artist tour dates.

Mark concludes: “Boland, like other major suppliers, is very focused on the development of product ranges designed for the festival market. It is the immediate future of the dress up market.”

FESTIVALS PRODUCTS

Available in ten eye-catching shades, Unique Party’s Coloured Hairspray collection allows festivalgoers to experiment with playful, statement styles without any long-term commitment.

Boland’s new Neon Backpack has been designed specifically for festivals and concerts so that you can carry your not so valuable accessories, showing there is no phone or wallet, it shouts ‘don’t try and steal me there is nothing of value’. Also great for going through security. Available in four neon colours.

Brand new and super cool for cool summer evenings, Boland’s Fluffy Rave Jackets (with pockets) are available in eight colours.

Popeye and Olive Oyl are vintage icons and this new couples costume from Smiffys makes the ideal retro festival look. The Popeye costume is complete with a sailor’s hat, trousers and top with attached muscles and tattoos. The matching Olive Oyl costume includes the character’s iconic collared top and skirt with styled black wig.

Smiffys’ Tinsel Jackets are perfect for festivals and concerts.

Create multiple mythical looks with Smiffys’ new accessories this summer. Fairy, Bat or Dragon – the new Green Iridescent Wings & Headband kit from Smiffys is made for the festival field. In an oil-slick, iridescent fabric with plush velour details, these festival wings are made for the rave.

Content moments like the new live action Moana film can create inspiration for summer events using costumes like the Moana dress-up from Disguise

The Western Cowboy Kit from Smiffys offers an instant upgrade to the classic jeans and T-shirt, with a Cowboy Hat, Waistcoat and Bandana creating an easy western look.

Family festivals are on the rise and Smiffys’ new range of children’s western accessories make sure the kids can join in the fun in the fields this summer. The Pink Tiara Cowboy Hat features sequin trim and tiara embellishment, with an adjustable neck strap ideal for keeping the hat secure in bustling crowds.