EAG International & the Visitor AttractionExpo
Many of you will already be aware of the two main inflatable trade shows for the UK; INPAS and the LSS. However, not many people from this industry will have heard of (let alone attended) the EAG show. I attended the show for the day and thought it would be cool to share my thoughts and experiences on it, in particular how it relates to the inflatable hire market. As per usual, I took as many photos as I could, and have added all the videos to one youtube clip.
The show isn’t aimed at the inflatable hirers market, or even hiring in particular. It’s more about static leisure places. Got a play centre, a jump park, a swimming pool, a garden centre, trampoline park, amusement arcade or any other static leisure business; This is the show for you.
It’s filled with kiddie ride games, amusement arcade games, toy suppliers for grab machines, change machines, ticket winning games, gambling machines and things you would find at the amusements.
There are also slush machines, pop-corn machines, pick’n’mix machines and other fun foods on sale, too, as well as cutting edge, new-to-market Virtual Reality games.
It’s an impressive event, with real innovative technology leading the way. For example; The pop-corn machine wasn’t even similar to a traditional cooker. It was a newly patented self contained machine that’s coin (or contactless) operated. The operator doesn’t need to clean it other than the dispensary part. It doesn’t use oil at all, just hot-air. The virtual reality games are another level crazy, too. You must watch the video on this, it’s totally immersive.
All of this is much more aimed again at static businesses with premises that holds customers. The exhibitors are also interested in profit sharing where they do not charge you for the equipment. In fact they own it, service it and take care of it completely, you just buy their product at an increased price or they’ll do you 80/20 - 60/40 split (or if it’s a kiddie ride game then they might do you a 50/50 split).
It’s a totally different model. I can’t see it catching on with inflatables. You’re unlikely to see Airquee give you an inflatable and do all the repairs and annual test, but just ask for 30% of the takings.
A lot of exhibitors would only allow you to purchase the machines, but many of them where not just interested in a split, but operated this way exclusively. It was interesting to see the different business models at play.
The virtual reality equipment is jaw-dropping. From rides that compete with Disney world to first person shooters that are 360 degree immersive and allow you to even run around by way of an escalator type machine under your feet. That’s a terrible way to describe, but you are essentially held up-right in a harness and under your feet is a kind-of escalator device that pretty much allows you to run on the spot.
Not sure how that relates to our market? Pop-up games companies are a real thing, and hiring equipment like this will be a real thing, too. Not only that, but you have to look at who else exhibits at inflatable shows too: Rodeo-Sales have a beat the buzzer and wipe-out that totally leverage technology to make it relevant to today’s youth and audience.
Magic selfie mirrors and photo booths are constantly pushing the envelope and JB have interactive systems that bring our market ever closer to a digital age.These are things we need to be mindful of and at least have our finger on the pulse for. Early adopters are often rewarded!
There was no end of license products new on the market. SEGA had their own exhibit, there was lots of Disney resellers and people selling licensed Marvel/Disney products; Avengers, PJ Masks, Disney Princesses etc, people selling Trolls, My Little Pony, Super-man, Paw Patrol and interestingly on the Nickelodeon stand there stood Peppa Pig!
People have speculated that Airquee don’t have Peppa Pig, despite having licensed Nickleodeon products that they manufacture themselves due to Peppa being Entertainment One.
I struck a conversation with the exhibitor and he said that while checks where stringent, he had no issue manufacturing Nickleodeon products (of which Peppa came under as they broadcast it), and had been doing Peppa for 9 years. He didn’t just have one license either, he manufactured Disney rides, too. Not even a huge international seller, a UK based company and made in the UK.
I found this extremely interesting that a UK domestic manufacturer that wasn’t huge could get these licenses. Here’s a link to their site: http://www.kiddyrides.uk.com/
The whole licensed products was really interesting. I asked one exhibitor if anyone ever exhibited that stuff without a license. He laughed his head off and said it’s extremely rare that anyone would even offer it under the counter, and that it’s generally hated by exhibitors as it’s just commonplace and part of their cost; Those offering bootleg products are legitimately despised by the manufacturers.
He also said that it’s become easier and easier to work with the license holders over time. They used to only deal with big companies, now it’s pretty straight forward and also added that they are moving into other markets, too (to which I could attest, we’ve seen it recently in our market with Aiquee… Will Disney follow?).
I found it well worth going. I found out about new to market slush products coming, both machines as well as a flavour that will really sell itself. I made a contact for games that I might be interested in for a paediatric ward. It opened my eyes to how other exhibits work and how they all seem to be able to manufacture or source licensed products from all the major brand names that are attractive in our own market, including Disney.
Spencer Elliott
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