Chairman Malcolm Naish malcolm@lemapublishing.co.uk
Managing Director
Mark Naish mark@lemapublishing.co.uk 01442289953
Sales Director
Claire Naish claire@tnpmedia.co.uk 01442 289937
Editor Anthony Clarke ant@tnpmedia.co.uk 01442 289939
Assistant Editor Naomi MacKay naomi@lemapublishing.co.uk
Retail Editor Clare Turner clare@lemapublishing.co.uk
Production Director
Paul Naish paul@lemapublishing.co.uk 01442 289933
5 Leader with Anthony Clarke
6 What’s New the latest products that you need to get your hands on
8 News the latest from the industry
32 Talking Retail Toy retailers across the country tell us what’s selling well, what they are planning for the Easter holidays, and how the Budget will affect their businesses
38 Toy Testers Our two young testers put their creative and logical thinking skills to the test as they try out Commotion’s (tickit) Wooden Building Gem Blocks Super Set
54 Don’t Miss must-stock items for retail
14 Arts & Crafts TnP is feeling creative as it talks to Dan Ward, head of sales at Craft Buddy, and rounds up the latest products in this sector
22 Character licences TnP catches up with several players in the licensed arena, to get their thoughts on what makes a good licence, and the future of the category. Plus of course, we share some of the latest licensed toys with you…
40 STEM & educational We chat to suppliers about the sector and what is driving consumer interest, and offer you a selection of the latest toys designed to accelerate children’s interest and development
Lema Publishing Ltd Unit 1
11 Xpofairs The Gift Fair TnP finds out how the inaugural issue of this online trade show fared
Broomstick Industrial Estate High Street Edlesborough, Buckinghamshire LU6 2JA
50 New York Toy Fair TnP rounds up key moments and memories from the show
12 Cover story TnP chats to Bladez Toyz founder and CEO Iain Morgan as the company approaches 20 years of fun-filled success
34 Retail Interview Clare Turner talks to Warren Du Preez, retail development manager of Daniel Department Store in Royal Windsor, winner of the Toy Department category of the Toy Retailer of the Year Awards 2024
52 Retail Interview Clare Turner catches up with Stephen Barnes, director of seven-strong chain Toy Barnhaus, a finalist in the Independent Toy Retailer (Multi Store) category of the Toy Retailer of the Year Awards 2024
20 Indie Opinion We say a sad farewell this issue as Amanda Alexander, of Manchester’s Giddy Goat Toys, shuts up shop…
48 Insights Family Investigating the ‘era of empowered youth’ and how gamified platforms are transforming education
53 Retail Opinion John Ryan looks at the potential consequences of tariffic upheavals across the toy sector
Busy times here at TnP. Our Garden Centre supplement is being put together as I write and it’s looking good as you will see.
In the meantime it’s back to your favourite read. I mentioned last month that show season was behind us but, well, not quite. We’ve had the New York Toy Fair since then and we’ve got a full review and rounded up the key moments and memories. As the US Toy Association itself said: “Toy Fair proved once again why it’s the heartbeat of the global toy industry.”
Incidentally, we’ve got a timely piece on our news pages in which exhibitors and Toy Association President, Greg Ahearn, express their concerns about the proposed 20% US tariff on Chinese imports. The Association are working hard to protect toy imports given that round 80% are manufactured in China. Some companies are already moving their production lines to other countries, India for example.
Anthony Clarke
tribute. One thing that has been abundantly clear is that Sir Torquil had a hugely interesting and positive presence that travelled way beyond the toy industry.
Our April cover story is an entertaining piece on the history of Bladez Toyz , which continues to thrive. Within it there is a fun interview with TruckHead.
The April features are well populated and lively. There’s Arts & Crafts and Character Licensing. STEM & Education is STEAMing the brain food of the young – some of the products in those pages are fantastic.
Still with STEM, our Toy Testers Skyla (5) and Loxley (6) get to play with and explore Commotion’s tickit Wooden Building Gem Blocks Super Set – the comments and pictures make it an entertaining and enlightening read.
This has just the right balance of happy, sad, past and future “ ”
Having said all that, on 27 March, the US President said he could reduce the tariffs. Why? Well, the art of sealing the deal would be for China to allow Bytedance – the owner of TikTok – to sell it to US interests. Watch this rapidly revolving space, which also has our retail columnist, John Ryan, looking at the potential success and dangers of Trumpanomics. As John says: “The man in the Oval Office may alter course when faced with unpopularity.”
Back with the shows, the first XpoFairs online Gift Fair, with a high toys representation, has now concluded with positive results. The date for another show in the Autumn and a US equivalent have already been announced. As you might expect we do have a review on the inaugural event.
After the sad news last month of the passing of Golden Bear’s John Hales, we have a further obituary this time with the recent announcement of loss of Sir Torquil Norman CBE. He was also a friend of our founder, Malcolm Naish, who has again prefaced the
One of our independent retail writers, Giddy Goat Toy’s Amanda Alexander is moving into the sales supply chain and shutting the door on her store. She has written her final “Diary of a Toy Shop.” This has just the right balance of happy, sad, past and future. We are very sorry to see Amanda go and we wish her good luck for the future.
In related news, retail editor Clare Turner talks to Warren Du Preez, retail development manager of Daniel Department Store in Royal Windsor. The store was winner of the Toy Department category of the Toy Retailer of the Year Awards 2024. Clare also interviews Stephen Barnes, director of seven-strong chain Toy Barnhaus.
And still on retail, our Talking Retail has some excellent commentary from the likes of Toytastik, Grasshopper and Whirligig Toys answering all sorts of questions including the obvious but still still entertaining “what are your favourites?”
We’re already underway on our May issue, which will naturally have extensive preview coverage of the Harrogate Toymaster as well as the Vegas Licensing event. Crikey! It’s showtime again!
As ever, I’d love to hear from readers, whether suppliers, retailers – all of you – if you have news or opinions to share. So please get in touch with me at ant@tnpmedia.co.uk.
Let’s stay in touch.
01420 593593
info@asmodee.co.uk FantasyFlightGames.com
Fantasy Flight Games has released the next chapter in the Star Wars: Unlimited card game saga – Jump to Lightspeed. This highly anticipated fourth set takes players on an unforgettable journey, featuring iconic scenes, groundbreaking gameplay, and legendary characters that expand the galaxy’s endless possibilities.
Danny Schaefer, lead game designer at Fantasy Flight Games, said: “The team at Fantasy Flight Games is thrilled to introduce our fourth Star Wars: Unlimited card game set to the world. In Jump to Lightspeed, we’ve explored a uniquely thrilling context with beautiful artwork as classic characters such as Boba Fett
best-selling nurturing doll brands, is set to make waves in 2025 with a range of new product launches designed to captivate families. Much-loved doll brand Baby Born is the number-one nurturing doll in Europe and has been stimulating imaginations and fostering parentchild connections through play for over 30 years. It has created awardwinning dolls and accessories designed to grow with the child, encouraging creativity and inspiring roleplay at every stage of
and Han Solo battle it out in space.” the game to new strategic heights. Dish
and Han Solo battle it out in space.” The collection brings new characters and storylines to life with iconic characters. Rival leaders Han Solo and Boba Fett face off in gameplay, each with their own unique decks that bring the game to new strategic heights. Dish out extra damage to enemy forces with Boba Fett’s deck or shoot from the hip with Han Solo’s deck to rise to the top in these epic space battles, utilising new mechanics to explore unseen corners of the galaxy with this set’s endless possibilities.
01908 268480
ZAPF CREATION
support@zapf.co.uk www.zapfcreation.co.uk
development. With each new addition to the Baby Born family, children can unlock new opportunities to learn, explore, and develop essential skills in fun and engaging ways.
Baby Born makes its debut in the bathtime segment with the launch of its exciting new bathtime range, Splish Splash. Launching into the bathtime category allows the brand to tap into sensory waterplay, which offers a whole range of fun, creative and imaginative experiences –creating lasting memories and core bonding moments between parent and child. The new Baby born Splish Splash range will include five new colourful bath toys, suitable for babies aged one year-plus.
0208 204 5147 support@nimnik.com https://nimnik.com
As Easter approaches, parents and gift-givers are on the lookout for engaging and entertaining activities to keep children happy and occupied. Forget chocolate overload and embrace a gift that sparks creativity and adds a touch of dazzling fun to the break.
This comprehensive glitter tattoo kit is designed to provide a safe, easy, and mess-minimising way for children to create stunning temporary tattoos. Packed with a vibrant array of colourful glitters, a selection of fun and appealing stencils, skinfriendly adhesive, and application brushes, this kit has everything needed to unleash a child’s inner artist, whether they dream of sporting a sparkling unicorn or a dazzling dinosaur.
BABY REPUBLIC
01908803800
sales@babyrepublic.co.uk
https://babyrepublic.co.uk
Baby Republic has announced that Speks will debut in the UK for A/W 2025. The collection of fidget toys, dubbed ‘The best stress-relief gift’ by Rolling Stone Magazine, is aimed at teens and adults, and will be showcased for the first time at The Stationery Show in May
Developed to give tiny mental health breaks, Speks not only offer stress relief, they also look stylish, with muted shades and sophisticated designs. The range features stress balls, fidget magnets and the unique Crags, a magnetic fidget putty.
Crags come in matte, oil slick, gradient, white and an on-trend neutral colour way. The unusual magnetic fidget putty looks like super smooth stones that users can run their fingers through for the ultimate stress relief. Each comes in its own lidded case for desks and on the go.
Lewis Finch, joint MD at Baby Republic, said: “Fidget toys have of course been popular for a long time now and with the world becoming ever more pressured and stressful, older children and adults are reaping the benefits of fidget toys. Speks offer a distraction from the everyday and help manage mindless scrolling and thanks to their sophisticated designs, Speks appeal to a wider audience and make a great gift and desk toy.”
FLOSS & ROCK 01253 831500 enquiries@flossandrock.co.uk www.flossandrock.co.uk
Award-winning children’s gift and toy brand Floss & Rock is no stranger to arts & crafts activities. Since it launched its Creative Art category in 2023, it has seen excellent sales and growth consistently. It’s no surprise, therefore, that as part of Floss & Rock’s new Spring/Summer 2025 launch, it’s displaying new products that link into the category!
LEGO
0800 066 8536 community@lego.com www.lego.com
The Lego Group and The Pokémon Company have announced a new multi-year partnership that will bring Lego Pokémon to fans for the first time from 2026.
Since the debut of the Pokémon franchise, fans have dreamed of becoming Pokémon Trainers, and now they can take that experience even further – one brick at a time. This new partnership will bring the world of Pokémon to life in entirely new ways, allowing fans to build Pokémon out of Lego bricks.
Julia Goldin, chief product & marketing officer of the Lego Group, said: “We are thrilled to be working with a brand that has such a deep and passionate fanbase as Pokémon, partnering to give our joint audiences what they have been asking us for.”
“Working with the Lego Group and seeing their dedication and passion for the project has culminated in an innovative and groundbreaking collaboration that will surprise and delight fans”
Gaku Susai, chief product and experience officer, The Pokémon Company
Gaku Susai, chief product and experience officer at The Pokémon Company, said: “Working with the best-in-class team at the Lego Group and seeing their dedication and passion for the project has culminated in an innovative and groundbreaking collaboration that will surprise and delight fans.”
Fans should keep their binoculars peeled and their Pokédex ready to experience the world of Lego Pokémon, coming their way in 2026.
Among the season’s newness is the show-stopping Clay & Play – six pots of 10 bright colours of air-dry clay that allow budding sculptors to make 10 different, super cute air-dry clay figures. Then there’s Colour Switch Magic – six magic colourchanging pens, complete with a notebook containing lined, blank and colour-in page. Not forgetting the fantastic all-rounder, Sticker Art –match up the five sheets of easy-peel stickers to the eight colourful scenes for hours of problem-solving creative fun, perfect for travel.
Applications for exhibition space at Toy Fair 2026 are now open on the Toy Fair website. Organised by the BTHA, the show is set to return to Olympia, London, from January 20-22, 2026.
There are three stand packages available to exhibitors to choose from: spaceonly, shell scheme and the economy package in the ‘Gold Zone’ – a hub that’s dedicated to supporting smaller and upand-coming companies.
Toy Fair 2026 is set to deliver another energetic show, bringing together all corners of the toy industry. https://toyfair.co.uk/exhibit
The Puppet Company is teaming up with The Brain Tumour Charity to welcome a new character into its Eco Sockette collection – Hope, a truly special puppet designed to bring courage and smiles, while supporting a vital cause.
The new design is bursting with the charity’s vibrant shades of turquoise blue, red and white, ready to bring some magic to playtime and lift the spirits of those that need it most.
The puppet already has a special place in the hearts of The Puppet Company family. Following the tragic loss of their co-founder and family member, Peter, to a stage 4 glioblastoma in 2021, they were inspired to honour his legacy with
the creation of Hope. For every Hope Sockette sold, £1 will be donated to the Brain Tumour Charity to help fund lifesaving research and support services.
Sue Lockey, co-founder of The Puppet Company, said: “We are honoured to have partnered with The Brain Tumour Charity and to be able to support the vital work they do.”
The Brain Tumour Charity is committed to fighting brain tumours. It funds pioneering research to increase survival and improve treatment.
Modella Capital, Hobbycraft’s new owner, is considering a restructuring of the crafts chain it bought seven months ago.
The private equity firm has hired advisors at FRP Corporate Finance to explore potential options including a company voluntary arrangement (CVA). Sources said that no decisions had been made and that it was possible that no substantive action would be taken.
A spokesperson confirmed that Hobbycraft trades from 124 stores and employs roughly 2,400 people.
In related news, Modella has just won the battle to purchase the WHSmith high street operation for £76 million. The retailer placed the division up for sale last month to focus on its travel arm, which represents 85% of its total profits.
The US Toy Association and exhibitors at its New York Toy Fair are deeply concerned about the effect of tariffs on the industry.
In February, Donald Trump raised tariffs on products made in China by 10%. On March 4 he announced an additional 10% border tax, which has now come into force.
In the toy industry, which estimates that about 80% of toys sold in the US are made in China, the rapidfire announcements have stunned businesses, leaving them scrambling to figure out how to swallow a sudden 20% rise in cost.
Jay Foreman, founder and CEO of Basic Fun, said: “It’s the first thing we talk about and the last thing we talk about. The reality is that tariffs will raise the cost of toys for consumers. If a customer says, ‘Then I can’t buy it’, then I can’t sell it, because I can’t produce to lose money.”
The US Toy Association is trying to make the case to the White House and Congress that toys should be exempt from tariffs, as they were before, warning that higher prices won’t go unnoticed by a public already upset by the price jump in recent years.
Greg Ahearn, US Toy Association president, said members are largely small businesses with profit margins barely as large as the tariffs that are getting under way: “We think we have a very strong point to make and we’re hoping they’re going to be open to listening.”
Update – On March 27 and as TnP was going to press, President Trump said he may cut tariffs on China to help seal a deal for TikTok to be sold by its owner ByteDance.
Toys ’n’ Playthings founder Malcolm Naish prefaces the obituary of a longtime friend
“It is with great sadness that we report the passing of Sir Torquil Norman CBE.
I first met Sir Norman in the early Seventies. He had previously worked as an Investment Banker in the US, returning to the UK in the Sixties and subsequently joined Berwick Timpo Toys in 1973 as its chief executive.
Sir Torquil joined the Fence Club in 1986 and was chairman in 1997/98. He would have been 92 in a couple of weeks on April 11. He was married to Lady Elizabeth Ann Montagu, the daughter of Victor Montagu, 10th Earl of Sandwich. Anne, as she preferred to be called, passed in 2008.
They had five children, including Conservative Party MP Jesse Norman, artist Amy Sharracks, and inventor Casey Norman – who joined his father in the toy business – plus 10 grandchildren.
In 1980, Sir Norman founded Bluebird Toys, makers of the Big Yellow Teapot, the Big Red Fun Bus, and the hugely successful Polly Pocket line.”
A long-term Camden resident, Torquil bought the derelict Roundhouse arts venue in Chalk Farm “as an impulse buy”, having read it was proposed to turn it into a museum.
As founder and chairman of the Roundhouse Trust, he then raised
significant funds from public and private sources, including his own funds, to restore the Victorian former railway repair shed, which had been a major arts venue in the 1960s and ‘70s. The restored Roundhouse reopened in 2006 as a 1,700 seat performance space, with a state-of-the-art creative centre for young people. It was soon the base for a major season by the Royal Shakespeare Company, played host to regular big-name rock concerts, and by 2008 had involved more than 12,000 teenagers in creative arts projects.
Torquil, who was previously appointed a Commander of the Order of the British Empire, stepped down as chairman of the Roundhouse Trust in 2000, and was knighted the same year for his “services to the arts and to disadvantaged young people’’. In 2007, he won the Beacon Fellowship Prize for his work with young people through the Roundhouse Trust.
A collector of classic aeroplanes, Torquil wrote an account of flying a DH Leopard Moth across the Atlantic. In 1995, along with a friend, he undertook a longdistance flight in a light aircraft, culminating in their East-West trans-Atlantic flight in a 59-yearold De Havilland Dragonfly, with both of them being awarded the Certificate of Merit by the Royal Aero Club.
In 2010, Sir Torquil published a book – Kick the Tyres, Light the Fires: One Man’s Vision for Britain’s Future and How We Can Make it Work – recounting the work involved in the Camden Roundhouse project.
Many of you will fondly remember ‘Torkie’s’ endless hilarious stories, equally endless shenanigans, and unique sense of humour.
Sir Torquil Norman CBE will be missed by his friends, family, and the industry,
Jennifer Lynch of The US Toy Association looks at the increasingly popular and rapidly growing fashion of blending toy classics with new tech and play models
In 2025, one of the hottest trends in the toy industry is what we have coined as ‘Newstalgia Trip’, blending classic toys with modern tech and play patterns to captivate both kids and grown-ups. Announced at the Toy Association’s Toy Trends Briefing during Toy Fair New York, the trend highlights how toys are revisiting the past while appealing to today’s audience.
A survey by the Toy Association reveals that Newstalgia is not just about reminiscing – it’s about parents bonding with their children over shared memories. With 73% of parents admitting they’ve bought toys for themselves and 61% doing so to connect with their kids, this trend is reshaping the way toys are created. Nearly half of adults (49%) collect toys to relive childhood moments, and 40% enjoy playing with the same toys they once loved with their kids.
Adrienne Appell, executive vice president at The Toy Association, said: “The trend is evident in everything from re-releases of beloved classics to updated favorites with new interactive elements, tech integrations, and modern play patterns that appeal to a new generation of fans.”
Expect to see more Newstalgic toys in 2025, from reimagined dolls and action figures to games with exciting new twists. Here are a few examples rolling out this year:
Crayola Retired Crayon Collection (Crayola): This box of retired Crayola crayons brings back eight previously retired iconic colours for a limited time, offering new colours for children to experience and add fuel to the chase for older fans.
Yes & Know – The Original Invisible Ink Game Books (Tree Town Toys): From the ‘70s through the early ‘00s, Yes & Know quiz books were in stores everywhere, and a road trip staple thanks to their magical invisible ink reveal format. Tree Town Toys is relaunching the iconic brand with an updated six-title lineup and an all-new-and-improved ink technology.
Tetris XL Tumble (Eastpoint Sports/Buffalo Games): Based on the iconic Tetris game, this new stacking game is designed to challenge players with a dynamic, tilting tower. Players strategically stack oversized Tetris blocks as the tower shifts and sways. Play head-tohead to see who can topple the tower first or play solo to see how high you can stack it.
Stretch Armstrong (Basic Fun!): This new Stretch Armstrong toy line will feature super-stretchy multi-scale figures with a unique ‘Power Plasma’ filling. Kids can twist, battle, play, and stretch them up to five times their size. Then watch as they magically return to their original form again and again.
Skip It (Just Play): This revamp of the 90s toy has all the fun of the original – but with the addition of sounds, lights, and a digital counter that counts up to one million skips. This classic, retro toy boosts coordination as kids try to beat their high scores. Add multiple Skip-It kids’ toys to host a friendly competition.
To learn more about The Toy Association’s 2025 Toy Trends, visit toyassociation.org/trends.
ToyFairNY.com
The London International Stationery Show is the UK’s only event dedicated to the stationery, arts, crafts, paper and writing instruments sectors. It will run at the Business Design Centre from May 13-14
The London Stationery Show 2024 was one to remember, crammed full of newness, conversation and creativity, as well as lots of business over the two days. Visitor numbers were up 40% on the previous year, with many exhibitors and visitors agreeing that it was one of the busiest shows in recent years.
An increasing sub-sector of the show is products aimed at children, aligning with the overall data that projects continual growth driven by increasing awareness of the benefits of creative play for cognitive, motor and social skill development.
The market offers a wide variety of products for toy retailers to capitalise on, including DIY craft kits, colouring materials, sculpting tools, and various art supplies tailored to different age groups. Much of which is backed-up by the clever use of licensing to create must-have products and ranges.
Exhibitors this year include Blue Sky Designs, Blueprint Collections, Craft Buddy, Crayola, Cre8 Direct, DKB Toys, Maped Helix, Puckator, Pukka Pads, Pyramid International, Stabilo, Stone Marketing, Trixie, West Designs and more.
Toy retailers are invited to attend – register for your free badge at www.stationeryshowlondon. co.uk
WHEN: Tuesday and Wednesday May 13-14
WHERE: Business Design Centre, 52 Upper Street, London N1 0QH
OPENING HOURS: 9.30am-5pm Tuesday, 9.304pm Wednesday
https://stationeryshowlondon.co.uk
Hornby has published plans for the company to go private. The Scalextric and model train firm said it plans to re-register as a private company to help with its ongoing overhaul.
The Mike Ashley-backed Scalextric and model train firm has revealed plans to go private, blaming regulatory hurdles and costs involved with a stock market listing.
The AIM-listed group – which has been undergoing a turnaround, with advice from Frasers founder and billionaire Mr Ashley, said it plans to re-register as a private company to help with its ongoing overhaul.
A statement from the group said: “The board anticipates that for this process of structural change to continue at pace and to maximum effect, operating outside a publicly quoted environment would improve its decision-making ability. At the same time, the board is conscious of the limited liquidity of the company’s shares on Aim balanced against the regulatory burden and cost of maintaining the public quotation,”
Shares in the group – which have already plunged by 50% over the past year – tumbled by over another 24% last month.
The Hornby statement added: “The company’s announcement today is not taken lightly. The directors are confident that operating as a private entity will provide Hornby with the necessary agility for swift decision-making and efficient execution of strategy whilst not depriving shareholders of material benefit.”
The announcement is the latest blow to London’s struggling AIM market, which has seen a surge in de-listings in recent years.
Icy Zhang has spent many years in the toy industry in China in direct sales and management. She is looking to spend at least three years in the UK as her 20 year-old daughter is studying at a London university.
Icy speaks fluent Chinese and also has excellent English.
This would be a great opportunity for any company working with China looking to employ an individual with her experience and languages skill set.
Please get in touch with Claire at Lema Publishing (clairenaish@lemapublishing.co.uk) if you would like further details.
Smiffys has announced a new licensing agreement with Dr Seuss Enterprises to create an officially licensed costume collection inspired by beloved Dr Seuss stories. The collaboration will bring to life some of the most iconic characters from the legendary author’s books, including How the Grinch Stole Christmas! and The Cat in the Hat.
Fans of Dr Seuss will have the opportunity to step into the whimsical world of their favourite stories with officially licensed costumes perfect for Book Day, seasonal celebrations and themed parties.
Dominique Peckett, a director at Smiffys, said: “We are absolutely delighted to collaborate with Dr Seuss Enterprises on this fantastic collection. We look forward to bringing this magic to life through our costumes, allowing fans of all ages to embrace the playful spirit of Dr Seuss.” Each design will capture the essence of
the original illustrations, staying true to the nostalgic charm that has made Dr Seuss a household name.
The Dr Seuss collection is set to launch later this year with costumes for both adults and children.
The inaugural edition of The Gift Fair, the online trade show, has successfully taken place, marking a major step forward in online exhibitions. Organised by Xpofairs, the event introduced a new technology and concept to many attendees. TnP has caught up with Xpofairs for a recap
The show attracted thousands of unique visitors, primarily small independent businesses. Encouragingly, over 65% of exhibitors have already signed up for the next show, reinforcing confidence in the event’s potential for future success.
A major highlight of the event was the Best Stand Award, won by Sienna Glass for its innovative and immersive stand design, which closely mirrored an in-person trade show experience.
Hanna Walker, a director at Sienna Glass, shared her thoughts: “We’ve been so impressed with XPO The Gift Fair! The team, especially Aarun and Fabian, have been brilliant – so supportive and responsive throughout. It’s amazing to see such an innovative platform transforming the way the wholesale giftware industry connects. We’re thrilled to have won Best Stand and can’t wait to see how XPO grows!”
Another notable achievement was The Future Star Award, won by Arrthi Little from Cheeky Legends and Lex Rogy from Little Roglets. Arrthi Little, the Cheeky Legends cartoonist and founder, said: “It was a privilege to participate in the inaugural show, delivering an exceptional and seamless online experience that demonstrated a clear understanding of
A streamlined future Xpofairs has learnt a lot from the first show with the help of its wonderful exhibitors and curious retailers through feedback sessions. It has been making changes throughout to make it more successful for everyone. The main changes include:
Simplified registration process: A more streamlined sign-up, making attendance easier for busy buyers.
Instructional videos: The new website will feature a comprehensive library of video guides to help attendees navigate the platform with ease.
Simplified navigation. If you are looking for a specific brand it is now easier to search them and see who is in each stand. If you need to leave the show when you return you will now enter right where you left off!
For those looking to be part of the future of online trade shows, now is the time to get involved. Contact Xpofairs today to secure a place in the upcoming events!
It was a privilege to participate in the inaugural show, delivering an exceptional and seamless online experience “ “
our industry’s needs. We’ve seen a significant surge in visibility for our Cheeky Legends brand, underscoring the transformative potential of this tradeshow. The entire team has been brilliant, providing ongoing support to help us maximise the experience, and we are thrilled to be taking part in the September show!” Santoro London was showcasing its kids’ brand, Bangoberry, in the Kids and Toys Hall. Lavina Timis, Santoro sales manager, shared her experience of the show: “Participating in the online Gift Fair was an excellent opportunity for us at Santoro to introduce our new brand, Bangoberry, to a broader audience, particularly here in the UK. Already well-received by toy chains, independent stores, and gift shops
across Europe, it was thrilling to showcase our fun and colourful products to new buyers and connect with those we might not have reached otherwise.”
Lavina continued: “We were exhibiting at various physical trade shows at the same time
as the Gift Fair, so it was a great opportunity for customers to still discover our latest launches even if they weren’t physically able to visit one of our shows. The fair provided a fantastic platform to expand our reach and continue growing Bangoberry’s presence in the industry!”
With an emphasis on international expansion, Xpofairs is collaborating with US partners to pay special attention to the cultural differences between the two territories, there is meaningful support for UK brands entering the American market. Interested businesses are encouraged to sign up now to secure their participation.
Following the success of the first event, and with the US cooperation, Xpofairs is already planning two further editions in 2025:
US Gift Fair: July 14 - August 28, 2025
UK Gift Fair (2nd Edition): September 8October 24, 2025
Another exciting announcement is the Mobile App Launch: A dedicated app will be introduced for the next event, enabling seamless participation from anywhere. The plan is that these along with other adjustment will make for a more user-friendly experience to help visitors interact more with exhibitors.
Contact
Call: 0208 781 1106
Email: info@xpofairs.com
Visit: www.thegiftfair.com
Approaching 20 years of fun-filled success – and staying true to its founding vision of creating lasting, positive and educational memories for the children of today and the adults of tomorrow –Bladez Toyz continues to create innovative toys across categories from radio control to creative play and a growing portfolio of licensed brands including Hot Wheels, Barbie, Minecraft, Monster High, Batman, Batwheels and Harry Potter. TnP looks into the Bladez story.
Bladez Toyz became the first company in the world to launch licensed spinners “
and investor Peter Jones, who
Established in 2007 by CEO Iain Morgan, Bladez Toyz was founded after Iain was crowned the winner of ITV1 business show Tycoon. Fronted by British entrepreneur and investor Peter Jones, who was impressed by Iain’s vision and the strong sales he secured during the show, the win provided the crucial investment needed to kickstart the business. This process marked a pivotal moment in the development of Bladez Toyz becoming the worldwide renowned toy company we know today.
Toyz becoming the worldwide Fair in 2010 marked a turning
Debuting at London Toy Fair in 2010 marked a turning point for the business as it sought
to increase distribution and began working with key retailers to grow its presence in the UK market. The range at that time focused on radio control vehicles and the team showcased their young-at-heart mentality by causing mayhem with their demonstrations at Olympia!
In its early years, Bladez Toyz focused on creating
time in the company’s history, with orders for hundreds of thousands of units coming in and the
on remote-controlled vehicles and toys. The company’s commitment to was impressed by Iain’s needed to kickstart the business. This process marked a pivotal moment in
products, with a particular emphasis on remote-controlled vehicles and toys. The company’s commitment to quality, creativity, and pushing the boundaries of what was possible in the toy industry quickly set it apart from competitors. This was further cemented in 2012 by the introduction of the Inflatable radio controlleds (RC) which really offered something different and unique! Through successful long-term licensing partnerships with companies including Disney and Universal, these inflatables brought to life R2-D2, Yoda, Minions and Cars plus many more! Iain looks back on this time as an exciting
long-term licensing
receiving many accolades as well as being a ‘must-see’ at London Toy Fair.
2017 was another key moment in the Bladez Toyz story with the launch of Hot Wheels Drone Racerz, a revolutionary radio control product that took the market by storm!
Winning countless awards during Toy Fair season, this awesome range also opened doors for the company in the US market, securing listings in Target, Toys R Us, Radio Shack and Bed Bath & Beyond! In the same year, Bladez Toyz became the first company in the world to launch licensed spinners, capitalising on the hottest craze of that period with Hot Wheels and Barbie versions spinning onto shelves in double-quick time. The business diversified in the years following with its bestselling Maker Kitz brand born in 2019, initially to create a boys’ arts & crafts range for the ever-popular Hot Wheels in conjunction with Mattel. Since then, Maker Kitz, which offers a range of creative and educational kits that allow kids to build, design, and customise their own toys, promoting STEM learning, has broadened its
offering to include other licences including Barbie, Minecraft and Harry Potter, and this coming year Bladez Toyz will bring a new range to market now that Maker Kitz has established itself as a brand in its own right.
While licensed ranges are still a big part of the Bladez Toyz business, especially with movie releases for both Minecraft and Superman this year, 2025 also marks the beginning of a shift as Bladez Toyz leverages the strength of the Maker Kitz brand and its expertise in the RC category. The company will be bringing to market a new and exciting range of Real Performance Machines with the launch of Bladez RPM. This new brand brings a fresh look to the RC category with its bold colours, high-speed real working machines with durability, quality and performance at the forefront.
In a worldwide exclusive, TnP managed to secure the first exclusive interview with Truckhead! Crashing onto the scenes in London earlier this year and later seen riding the U-Bahn in Nuremberg, little is known about this elusive character, but we sat down with him at a secret location to get to know him a little better...
Truckhead, great to see you! Where have you come from?
I’m from Port City – that’s where the Real Performance Machines come from – it’s cool but noisy!
What is your favourite product from the Bladez RPM line?
The 1:10 Monster Truck of course! It looks a bit like me! It’s good fun too and the battery lasts for ages.
What’s your top speed?
Me? I’m no slouch – but the Ultimate Racer from RPM is pretty quick – it goes up to 25km/h.
Who is your favourite member of the Bladez Toyz team?
Iain – he’s the CEO but he’s actually all right, I reckon. They bought me a few litres of 5W-30 at that Toy Fair of theirs so fair play to them.
With all this driving around the world, how do you fuel up on the go? Pickles mainly. A pickle a day keeps the mechanics away!
We love your style! When can we get exclusive Truckhead merchandise?
2025 also marks the start of new global adventures – not only has Bladez Toyz signed a global agreement with Bluezoo Licensing for the fantastic hit new CBeebies preschool show Mojo Swoptops, launching a first-to-market toy range later this year, it has also agreed new distribution agreements globally, including in the US/Canada, South
Real Performance Machines are out now but I’m looking for a book deal – the after-shave deal is dead though – those guys don’t like the smell of four-star for some reason!
What’s your favourite type of music?
I’m an old school junglist – sounds great when you’ve got a subwoofer in your noggin.
Finally, we have to ask…. who are you Truckhead?
*Truckhead unclips microphone & leaves
Thank you to Truckhead for his time, only one question remains though WHO IS TRUCKHEAD?!
In uncertain times it feels increasingly good to shelter in the warm and creative environment of arts & crafts. We speak to Dan Ward, head of sales at Craft Buddy to add to the golden glow
How is the arts & crafts sector performing at the moment – and how is your company faring?
Last year we broke the eight-digit turnover mark for the first time and reached 40 staff, as well as opening a new warehouse. We believe we have a really solid platform now – built upon a superb team, a wide base of customers at home and abroad, and multiple sales channels, including B2B and B2C. This will enable us to springboard our growth in the years to come.
In 2024, we secured more than 30 new retail partnerships, 20 of which are UK based, and others spanning key European markets including Germany, Italy, France, Portugal, The Netherlands, Belgium, Poland, Austria, Luxembourg and Slovakia.
In the UK, retailers including Ryman, The Entertainer, Asda, Forbidden Planet, and John Hall Group (which owns Spar North) have come on board. Overseas, Rewe, the leading German supermarket chain, has also recently onboarded Craft Buddy. Strong performance of hit lines has helped attract these new customers and strong sales from distributors in new territories such as Portugal and Malta.
Are there any new trends in the arts & crafts sector?
We have been monitoring the surging popularity of collectibles and blind bags and, with this front of mind, we have worked closely with Disney to introduce another industry-first – Crystal Art Pin Badge Collection. This is an innovation that we are proud to have developed in-house and is a 2-in-1 Crystal Art product that taps into the latest musthave trend.
It showcases 15 iconic Disney characters including Mickey & Minnie Mouse, Aladdin, Stitch, Simba, Elsa and Olaf. While being collectible it is also a pin badge that can be worn – and it can also be showcased as a display for Disney fans.
Dan Ward with Craft Buddy head of marketing, OraRuth Rother
“We are expanding our best-selling Crystal Art Buddies series with the launch of the Crystal Art Wildlife Buddies
”Fandom for Crystal Art continues to grow, and based on the popularity of our D100 Crystal Art Album for Disney’s centenary, we are launching this summer a Crystal Art Album for Harry Potter, which we expect to be as popular because it’s not only a keep-sake item for fans but also incorporates crafting and creativity.
With such a heavy emphasis in technology in children’s lives, have you included any extras – such as apps, online instruction videos etc –into your products?
Perhaps ironic, but we are expanding our best-selling Crystal Art Buddies series with the launch of the Crystal Art Wildlife Buddies, which can be a creative work of Crystal Art combined with an EduCard providing further fun facts.
Wildlife Buddies is a set of 20 original animal designs aimed at ages six-plus. It makes an ideal home-edutainment or classroom companion for arts and crafts lessons and curious minds. The collection explores five global habitats, each with four key animals: Safari, Ocean, Jungle, Down Under and Misunderstood environments. Fans can craft stunning four Crystal Art designs from each habitat, with the likes of zebra, turtle, parrot, koala, and bat.
Each pack includes an educational ‘EduCard’ filled with fun facts and a QR code linking to even more information online, and will inspire children who want to learn more about the global habitats around us. At £4.99 RRP they are a fun, edutainment and creative collection perfect for gifting or as a decisive purchase.
If retailers could only choose one product or range from your offering, what would you recommend?
I would have to say our Crystal Art Buddies; we now have four licensed ranges, launched consecutively, and are our global bestseller since 2023. Across the ranges they feature licensed characters including Olaf & Elsa, Mickey & Minnie Mouse, Harry Potter, Stitch, Aladdin, Simba, Deadpool, Spiderman and our own original designs such as the Christmas-themed lines, which include Santa, an Angel and Snowman.
The range has evolved to include XL Crystal Art Buddies, which have been so popular that eight more licensed characters will launch this year. Then there’s a new format which we’ll be announcing very soon. It will make all future Buddies even more dazzling. 2025 sees us growing the Buddies range not only educationally but also as part of our Craft Buddy original designs. As mentioned in the previous question, these are Crystal Art Buddies focused on today’s wildlife habitats and include a home learning/edutainment/classroom addition with EduCards included in the crafting kit – as well as links to an online site with more facts and fun information that will inspire young creative minds.
CHARACTER OPTIONS
0161 633 9800 sales@charactergroup.plc.uk character-online.com
This year, Character Options is inviting families to get creative with the Toy of the Year Awardwinning Ollyball, as well as its buildable range of brix from Simbrix.
Discover Ollyball. This ultimate 12-inch reinflatable indoor play ball hits the back of the net with families, every single time!
Not only does the patented KrunchCOR construction of this ball mean it
Sticki Rolls Sticki Bands, the first-ever wearable, shareable sticker bracelets with Kawaiithemed designs
absorbs the impact from full-speed hits and kicks, allowing kids to play ball in the house without causing chaos, but they can also enjoy hours of creative fun. They will love personalising the outside cover, using any coloured pen, marker or crayon. Then have hours of keepy-uppy fun, indoors and out. Hit it hard, kick it full-speed indoors without breaking windows, marking up your walls, or leaving a nasty bruise.
There’s more creative fun in store with Simbrix, Character Options’ range of buildable brix that lets kids create their very own pixel art. Alongside the Themed packs, Big Build Packs and Colour Mix Tubes, there’s a super cute brand-new Disney Stitch Feature pack, meaning fans can interlock Simbrix to construct amazing designs, inspired by the beloved on-screen alien. Simbrix offers all the possibilities, with no heat, no water and no mess. The Simbrix collection already comprises a range of formats and themes across various attractive price points. and no mess. The Simbrix collection already
DEPESCHE (UK)
0115 947 5200
office.uk@depesche.com www.depesche.com
This is Depeschewhois…
More than 320 people who commit themselves full of love and enthusiasm and on a daily basis to bringing happiness
Depesche is all about drawing, sticking and creative craft for young and grown-up creative minds who enjoy drawing and colouring or like having fun with stickers and creative craft. The Dress Me Up books have more than 100 stickers per sticker book, a big variety of creative looks and individual styles can be created. The T-Shirt Designer book even allows the creation of complete outfits, each as unique as they come. There’s a broad range of colouring books, creative craft sets and design books.
Be creative is there for creative, young-at-heart people who wish to bring their ideas to life. It doesn’t matter if they are boy or girl, or grown-up – check out the wide range of creative products! Create your style – your fashion colouring fun. Let your creativity run wild and draw your very own style with the new Create your TOPModel Glam Look. Making children’s eyes light up and putting a smile on people’s faces – that’s the mission! The Depesche team love it when young ones develop their creativity with the TOPModel sticker and colouring books.
ZIMPLI KIDS
0845 459 1818 l sales@zimplikids.com l www.zimplikids.com
Baff Crayons include six colourful crayons, with 50% more wax than generic bath crayons, as well as bigger, ribbed crayon cases, giving better grip for little hands. Baff Crayons are designed for creative bathtime fun, as kids draw on tubs and tiles. And parents don’t have to worry about the clean-up, as Baff Crayons wipe away easily, with a wet cloth, making clean-up a breeze. They encourage creativity and turn every bath into a colourful, interactive and enjoyable experience.
Magically transform the boring bath water into gooey, oozy Slime with Slime Baff! Children can even use it in a bowl for sensory play. Fill the bath and sprinkle in Slime Baff. Watch the water magically turn into gooey Slime. When the fun is done, add more water to dilute the Slime and easily drain away
EDX EDUCATION
01949 844 117
mia@edxeducation.com www.edxeducation.com
EDX Education has announced the launch of The Very Hungry Caterpillar My First range. The exciting new educational toy collection has been created with Penguin Ventures, which represents The World of Eric Carle consumer products rights in the UK & Eire.
The Very Hungry Caterpillar My First range combines the beloved, timeless charm of Eric Carle’s story with Edx Education’s expertise in early childhood education, in a perfect synergy of storytelling and playful learning experiences, which will resonate with parents, educators and children alike. The collection launches with products that encourage sensory exploration, fine motor skill development, and early learning through play, making it ideal for young learners.
The Very Hungry Caterpillar range launches with four products: My First Stamp Art; My First Rainbow Pebbles; My First Construction Cubes; and My First String Art.
Then there’s Doodle N Dip. This lets kids draw their imaginations, dip their creations in water, and watch their drawings come to life. This arts and crafts toy helps children focus and unveil their inner artist, providing endless opportunities for creative expression.
it into context …
My First Rainbow Pebbles brings sorting, counting, and design skills to life through tactile, open-ended play. This exclusively designed set features art from the classic story that encourages children to build structures and develop essential fine motor skills. These versatile tools provide an ideal introduction to early math concepts, including patterning and shapes, while nurturing creativity. The set includes 12 colourful pebbles and six activity cards.
Also worth knowing …
The Unicorn and Dino Surprise Baff Bombz add more fun – they dissolve to reveal a hidden toy
Safety and environmental responsibility are Zimpli priorities. All products undergo dermatological testing by Dermatest, ensuring they are safe for skin use. Additionally, the Slime powder is certified biodegradable by Intertek according to the OECD301B standard. Zimpli’s fun, ‘just add water’ products enhance both children’s and parents’ experiences of bath time and sensory play. for
EPOCH MAKING TOYS
0208 049 1377
sales@epochmakingtoys.com www.epochmakingtoys.com
Epoch Making Toys introduced several new sets to the Aquabeads portfolio for spring. Ideal for those new to the brand, the Beginners Craft Studio features 900 beads in 25 colours, all neatly stored in a portable carry case with a pop-up tray and sliding storage draw. The Sundaes & Sweets Accessory Kit enables more experienced crafters to make treat-inspired 2D and 3D designs, including keyrings and rings. The Pop-Up Tray also makes a great add-on for dedicated fans. Additionally, the Mini Creations Kit offers an affordable, entrylevel craft experience; while the Watercolour Bead Pack features 800
beads with a unique marble effect that can be used to add dimension to creations.
This autumn, Aquabeads will launch the Unicorn Friends Craft Kit, complete with 500 beads to create six different colourful unicorns. Alongside this, the Designers’ Carry Case will be available. Featuring 1,400 beads in 48 colours, the portable set is perfect for crafting on-the-go.
Did you know?
Aquabeads is a bead toy that magically sticks together with water – just add it to complete your creation!
Pati-school kicked off the year by adding its first licensed set to the range – the Disney Princess Creations Kit. Featuring everyone’s favourite princesses, the kit includes two keyrings, a ring, a place card holder, lavender Patischool paste, beads and paper decorations.
New for autumn will be the Macaron Craft Kit and the Frost ‘n’ Decorate Rainbow Paste Craft Kit in which crafters can use the special nozzle to pipe all three pastes on to the included craft bases at once, creating a pretty rainbow effect.
Amanda
Alexander of Manchester’s Giddy Goat Toys looks back on 12 years of enjoyment and fun running the shop that she loved. She thanks her customers – young and old – plus her staff and everyone that she has got to know so well along the industry supply chain. Regret but no tears as she looks to a future on the sales side for the likes of Jura Toys
This is my last Diary of a Toy Shop column. From April onward I won’t be running a bricks-and-mortar shop any more.
For 12 and a half years I have had the joy and the privilege or running Giddy Goat Toys and it’s been such a fantastic privilege to do. I always loved telling new people what I did because it’s such a fun and interesting thing for me to say ‘I run a toy shop’ – and them to hear it. Over the years I have loved serving my customers, young and old, watching babies grow to secondary school pupils, grandparents and parents coming in to shop and to chat. There are so many people that I have got to know – I can’t walk down Didsbury high street without saying hello to about five people.
I’ve loved attending trade shows, dealing with the many lovely reps, agents and suppliers in the industry,
“ I love the products, seeing new crazes sweep in – loom bands, putty and slime, squishy plush toys and Pokémon “
many of whom I would call friends and who were amazingly supportive when I crossed over to the role of sales rep myself last year and divided my week between both roles. Not only is it a fun industry to be in, it’s full of amazing people. I’m in a What’s App group of other indie toy shops and they are a brilliant bunch, sharing ideas of what is selling well and where to get it from. There’s no competition between us, just engaging collaboration. I love the products, seeing new crazes sweep in – loom bands, putty and slime, squishy plush toys and Pokémon. And I enjoy seeing people choose the perfect gifts, kids working out what they can get with their birthday money or tooth fairy money, negotiations between children and parents, and hearing the feedback on the toys in the shop.
So, why have I decided to close Giddy Goat the toy shop, given it’s been so brilliant? Well, it’s been
increasingly tough on the financial front in recent years. It costs £175 just to open the doors for a day – paying the rent and a member of staff – that’s before you pay for anything else such as utilities and it gets worse if you fall into the category of paying business rates. So adding these in you’re looking at about £200 to open up. To make £200 you have to sell £480 of stock on a 2.4 margin to cover your VAT and the cost of the product.
Not all products are on a 2.4 margin so really you need to be doing £500 daily. Just to open the doors, not even break even. Anything below that and you’re losing money. And that’s not factoring in business rates, having more than one staff member in, staff costs such as pensions, NI and PAYE, stock breakages, shoplifting, repairs, new equipment or unexpected costs. Which is why I took on a second job last April, and which is why so many
small shop owners don’t take a decent salary, some not even any salary.
For me, as much as I loved the shop, I was also ready to do something different after over a decade behind the counter. I have enjoyed seeing things from the other side and so I made the decision to close down the shop as it just seemed to be getting more and more challenging every month. We all know the reasons: the birth rate is falling; charity shops and pre-loved marketplaces which offer low prices; disposable income is less; kids get tech at a younger age; people want experiential over retail – a babyccino and a cupcake instead of a visit to the toy shop. And then there are the online marketplaces that can offer a huge range, and quick delivery for a low price (I'm looking at you Amazon).
I tried mixing up our products, trying new ranges, selling on different marketplaces and expanding our reach via social media but we just never seemed to be able to achieve anything beyond treading water. So here we are.
The closure is not a decision I have taken lightly, particularly as it meant having to ask the landlord to let me out of the lease early and making my lovely crew of part-time staff redundant.
I think it’s sad for the youngsters that won’t get to count their pennies on our counter and for the elderly that don’t like online shopping and liked the chat and the advice we gave them. I don’t want to write an obituary though –instead I want to celebrate the good times. I had 12-and-a-half great years of trading. It’s less than many people manage but more than most.
One thing I am quite pleased with is that Giddy Goat has not been dragged into administration; all creditors have been paid and all staff will receive redundancy payments.
For me personally, I get to carry on in the toy industry, working now as a sales agent for Jura Toys, knowing what things are like for retailers and determined to help shops of all sizes choose products that will work for their individual businesses. Our legacy is in the memories of our customers, and we have had loads of lovely comments – day after day throughout the threeweek closing down sale people saying how sorry they are that we are shutting and how much we will be missed. I’ve had cards, flowers, wine and chocolates from customers.
Although I am sad, I’m also proud of what we created, a cracking little toy shop that local customers enjoyed visiting. The staff that have enjoyed working in a lovely environment and taken ownership of specific things. There’s Lydia who was given books as her responsibility and has now gone
I have loved serving my customers, young and old, watching babies grow to secondary “
“
to work for a local bookshop. Then there’s Ruth who has been with me from day one and who did all my card and gift wrap buying plus a bunch of other things too. She also got to sell her knitted and crocheted creations in the shop as well as the knitted chicks for the local children’s hospice. I should also mention Karen who fulfilled her childhood dream of being a window dresser and who got to create some fabulous window displays. Finally, I’m grateful to all the others, including my two sons who started off as toy testers and who got their first part-time jobs as online order packers.
I’ve never had to deal with a grievance or a disciplinary and never once had to remain closed due to staff absence, sickness or holiday –someone has always stepped up when I needed help.
I’m now looking forward to knowing my weekends are my own and I won’t be getting calls while on holiday to say the Epos has crashed or the printer’s run out of ink or stock has come in that is not for us or there’s a mouse in the stockroom. Oh – and no more 4am alarm callouts.
I’m delighted to now be working with Jura Toys and to still be in touch with so many of the lovely reps and agents I’ve worked with over the years, many of whom I’ll still see at the trade shows. To all the suppliers I have dealt with over the years – thank you for your help, support and patience while I dithered over orders.
I must finish off with good wishes to the other toy retailers – good luck going forward, the high street would be a dull and empty place without toy shops, and to everyone in general thank you for being so absolutely splendid and making it such a warm and wonderful industry to be part of.
Back in the August 2024 issue of TnP, Amanda gave readers a clue as to what the future might hold for her retail business. She took on a part time role with Floss and Rock on the sales side to boost income and protect the shop. By November the future was still dim and she said: “It’s been a very challenging year for Giddy Goat – I know I’m not alone and that other independent retailers are also finding it tough. With sales down and cash flow tight I have not been able to plan ahead for Christmas as in previous years. Partly because of a lack of cash and partly because of a lack of confidence, as I don’t want to overbuy and have a surfeit of stock in the new year. In previous years I have started placing pre-orders from May onwards and by September been stuffed to the gunnels with additional ones booked in with several suppliers.”
Licensing in the toy industry, all the way from concept and manufacture to retail sales, is increasingly lively and profitable. TnP gathers views from those in the know – Chris Burt, head of design at Bladez Toyz, Zara Grindrod, brand and marketing director for Rainbow Designs, Chloe Bagshaw, product development manager at MV Sports, Mark Kingston, CEO & co-founder at Libertas Brands, and Simta Sawhney, senior director, licensing at Paramount
What makes a great licensed product?
Zara Grindrod: There are many factors that contribute to creating a great toy licence, but essentially a property that has strong brand recognition, long-term appeal, and the ability to drive consistent consumer demand is a recipe for success. Rainbow is very much the home of classic characters, and if you look at our portfolio, all of them have spent decades entertaining, comforting and fulfilling the lives of children, as well as those who are now parents and grandparents. Brands such as Disney’s Winnie the Pooh, Guess How Much I Love You, Elmer and The Very Hungry Caterpillar that evoke wholesomeness, trust and loyalty, coupled with the fun and educational components, allow us to create bestselling ranges true to the ethos and uniqueness of each and every brand.
Chris Burt: A great licence combines strong branding with an idea that resonates either through the story, the characters or the ‘dream’ it represents as an aspiration. Great product has to deliver in terms of quality, function and aesthetics – but the rest is the x-factor. Something that makes it a must-have that you can’t always design in.
“A great licence really connects emotionally with consumers
”Mark Kingston Libertas Brands
Chloe Bagshaw: A great licence is built on the core characters that kids and adults can strongly relate to. We see many licences fail or succeed based on how developed or fully formed the characters are in storytelling, rather than simply aesthetics. Likewise with product, core functional features with a splash of innovation supported by the licence creates the ideal recipe for success.
Simta Sawhney: First and foremost a great licensed product needs to stay true to a brand’s DNA – it needs to be authentic and feel like a natural extension of the brand rather than a label slap. For example, we’ve worked with HTI on an amazing game for PAW Patrol – the Marshall Load Up Pup! It really plays into Marshall’s clumsiness as well as being a great game for all of the family to enjoy – it’s selling really well. And upholding product quality is also key – poor products can negatively impact a brand’s perception and lead to a decline in consumer confidence in that brand.
Mark Kingston: A great licence really connects
emotionally with consumers and allows them to immerse themselves in characters beyond the screen (be it TV/film/streaming/mobile/ gaming) or the pages of a book. A great product should always capture the essence of the licence and be an extension of the storytelling.
How important is licensing to the toy industry as a whole?
Chris Burt: Arguably less now than a decade ago but still obviously hugely important. While games and corporate licences are on the rise, characters still have the most power to capture the imagination in my opinion and I think probably have more longevity.
Mark Kingston: Licensed characters and entertainment make up between 25-35% of the toy market depending on the sub-category and are therefore very important for the overall toy industry, bringing wellloved evergreen IPs and innovation and newness to the industry.
Chloe Bagshaw: Licensed toys account for a large percentage of
Zara Grindrod: I loved Paddington, the 70s TV version, when I was a child, so it’s been great working with the brand now, in the various different guises.
the total toy market, generating substantial revenue and driving growth both in toys and the wider economy. Playing a key role in shaping market dynamics with blockbuster films, sports and video games driving demand for specific toys. Most importantly, it brings a child’s favourite character or brand to life through active play, imagination and fundamental storytelling.
Zara Grindrod: In children’s toys and, in particular, the preschool arena, the licensed character category is a cornerstone, and one of the most lucrative segments, of the toy industry. Driven by children’s literature and entertainment, licensed characters such as Paddington, Bing and Peter Rabbit are a core component in the toy industry and play an important role in driving sales, brand recognition, and shaping consumer trends.
Are there any new trends in the licensing sector?
Mark Kingston: We’re clearly seeing
the continued growth and expansion of the ‘kidult’ marketing and this is particularly strong for licences – both classic brands that adults grew up with, along with both old and new ‘adult’ focused brands.
”Simta Sawhney Paramount
particularly in the apparel arena, such as Stitch and Hello Kitty.
Simta Sawhney: Food licensing isn’t new but it is a trend we’re now seeing boom across all categories, especially toys. Coming out of recent Toy Fairs, food-based plush and collectibles were everywhere. Toy-based beauty is also growing, especially with the shift in girls’ toy purchasing habits and kids aging faster.
Chris Burt: There’s been a huge change in the past 10 years with influencer marketing, nostalgic kidult stuff and video games being firmly established. Corporate brands are becoming more important in the toy market and there seem to be more brands than ever in the market. The days of just a handful of super-brands taking the majority of the shelf space seems gone for now.
Mark Kingston: Probably my first entrance into licensed toys growing up was via Star Wars action figures (which as a kid of the 80s I wish I had kept!!), although to be honest I was a big fan of Airwolf and would have loved an Airwolf helicopter, along with Stringfellow Hawke and Dominic Santini action figures.
sources now, such as video games and YouTube/TikTok trends?
It has been highlighted recently
Zara Grindrod: The concept of forever toys is becoming a stronger trend due to several factors, but largely include economic and environmental considerations. It has been highlighted recently that growth in the toy sector is being largely driven by the established brands, which is being enhanced further by the resurgence of the nostalgiadriven products and brands, and our catalogue is certainly bursting with
Mark Kingston: Video games and YT/Tik Tok really are changing the landscape when it comes to not only introducing new licensed IP opportunities but also expanding the scope and appeal of existing IPs in a fast-evolving marketplace. The growing strength of mobile commerce (eg. Tik Tok Shop) is also rapidly changing the dynamics of DTC retailing for both brand owners and licensees.
Chloe Bagshaw: We are seeing a surge in digital innovation and technological transformation alongside a growing emphasis on sustainability and ‘green’ methods in manufacturing and finished product. For licences specifically, we are seeing a strong resurgence of popular – some might even say ‘vintage’ – TV and films,
that have stood the test of time.
established brands, which is licensed properties of time.
This year, we are excited to welcome the nostalgic and colourful Mr. Men Little Miss brand to Rainbow, to sit alongside characters such as Paddington, Bing, Disney’s Winnie the Pooh and Peter Rabbit, and these wonderful characters, coupled with highquality fabrics and durable plush designs result in forever toys, which not only offer value for money but are also kinder on the environment.
brand to Rainbow, to sit Paddington, Bing, Disney’s Rabbit, and these wonderful characters, coupled with high-
Chloe Bagshaw: Online platforms have become a mainstream source of information, and now having the ability to buy products through the likes of TikTok Shop, for example, makes consumers increasingly more accessible to tailored marketing and, as a result, impulse purchases. As children’s TV-watching behaviour continues to evolve to online platforms, there is more opportunity to show children and adults licensed products in abundance and have products go viral by driving interest from influencers and licences alike.
kinder on the environment.
products, but how
We know that TV and film drive many licensed important are other
Simta Sawhney: So important. As consumer content consumption continues to shift and evolve, these platforms have become so much more influential and foster deep engagement with audiences. Video games have huge dedicated fanbases and provide brands with the opportunity to extend their licensing programmes and drive multi-category. Fans can engage with characters and brands in a more personal way, and this has led to some great collaborations. Both Fortnite and Roblox are great examples of this, and two games we continue to partner with on
Paramount IP. With our latest Teenage Mutant Ninja Turtles video game, Mutants Unleashed, we also launched a range with Playmates and Smyths of the exclusive mutants you can play within the game – that was a first for us and was a real hit!
Zara Grindrod:
Choosing just one from our prestigious licensed range of characters is very difficult but from our existing range, it would have to be Paddington. This hugely popular, evergreen character is a bestseller for retailers, and our three distinct Paddington collections, Classic, Paddington for Baby and Adventures of Paddington have the nursery, toy and gift sectors covered. From our new licensed ranges arriving this year, for the toy sector it would have to be the exciting new reimagined Bing range, which will deliver the brand to a slightly younger preschool age.
“A great licensed product needs to stay true to a brand’s DNA
Simtey
If retailers could only choose one product or range from your offering, what would you recommend?
Simta Sawhney: It has to be our notso-new girl Dora! We’ve reinvented her for today’s preschoolers in a whole new series with some gorgeous, immersive CG animation. The toy range from Spin Master is beautiful and a real extension of the show with innovative, interactive toys that invite kids to join in the adventure with Dora as their best friend!
Chris Burt: I love our Minecraft Make Your Own range. The cardboard kits are a great fit with the licence and as both my kids (okay and me) are fans, it has to be the one.
Mark Kingston: Without a doubt it
Simta Sawhney: My brother and I were obsessed with the Power Rangers. I think we had every toy there was, along with the weapons and dressup too!
Sawhney Paramount
”would be the Fuggler plush range from our partners at Zuru Toys – depending on the retail channel this would either be the core 9in Fuggler plush or the Baby Fuggs/ keychain plush Fugglers Chloe Bagshaw: Buckle up for a barking good time with the Bluey 4x4 Ride On! This paw-some ride is officially licensed with Bluey, featuring bright decals and components that will make your little ones buzz with excitement! An ideal first footto-floor ride-on, your child will be zooming around in style. Equipped with a working horn and sounds, this ride-on is ready for any adventure! The chunky, deep tread tires provide stability and optimal grip, ensuring a smooth ride on any terrain. The comfortable moulded seat and backrest make for a cosy ride, perfect for developing balance and coordination. Whether it’s a birthday or Christmas, this ride-on is the ultimate gift for any Bluey fan.
Chris Burt: I’m old enough that I was there at the start and remember buying Luke and ‘Ben’ Kenobi the first time I saw Star Wars figures for sale when I was six. They changed the game forever of course.
be On! paw-some officially
Twenty or so years later in the late 90s I was at the old Kenner building in Cincinnati and in the presentation theatre there, they had a display of the original figures in a glass case.
On the case was a metal plaque, engraved with the staggering number of units sold at the time it was installed – would have been in the hundreds of millions. Those were the days!
to the point that the IP becomes saturated in the market.
Do you have any concerns about too many toy companies pushing similar products in a popular licence?
Chris Burt: It’s a difficult balancing act for licensors and I understand how hard it is to manage. You want to maximise the opportunity while a brand is hot but it’s easy to over-egg it! We try to carve out our own niche where we can to avoid conflicting with other licensees where possible!
Chloe Bagshaw: I do not have any concerns as this just further enhances customer choice and exposure to the brilliant properties that are out there. My one exception to this is that as well as breadth, product quality must be maintained. All of our products here at MV surpass all safety standards of course, but we go further in our designs. We ensure that features built into the products continue to deliver the essential fun, but also ensure that we provide peace of mind for parents, whether it be extra-wide decks on scooters or anti-slip grips on handlebars, we go the extra mile.
Mark Kingston: There is always a dynamic at play when managing IPs to ensure you’re ultimately providing an array of products for the consumers/fans (at differing price points) while balancing revenue expectations within an IP lifecycle and ensuring you’re not over-licensing
Simta Sawhney: Not within any of the licences we work on – at Paramount we work hard to ensure we’re offering a diverse range of products that complement our licences and ensure that each item brings something unique to the table. We want to make sure we’re enhancing the overall consumer experience rather than contributing to any market saturation.
CHARACTER OPTIONS
0161 633 9800
sales@charactergroup.plc.uk character-online.com
This year, Character’s Heroes of Goo Jit Zu (GTZ) brand is providing yet more licensed fun, with its squishy, gooey and stretchy character re-imaginings. Expect the figures to celebrate all the biggest characters from TV, movies, and gaming.
The TikTok-craze inspired Heroes of Goo Jit Zu Creator Set is back with a new licensed version of the smash hit AW24 line. In just a few steps, kids can now create their very own GTZ SpiderMan figure.
GTZ have combined forces to
WWE and the Heroes of GTZ have combined forces to bring some of the best and the baddest WWE Superstars to ever enter the ring! Collect John Cena, Rey Mysterio, Seth Rollins and CM Punk to complete your ultimate wrestling collection.
RAVENSBURGER
noting … Hero Creator Spider-Man will have kids MARVEL-ing over how fun and easy it is to make their own Goo Jit Zu hero
Sonic the Hedgehog and his former rival and now best friend Shadow have levelled up for AW25 and come complete with hidden chaos emeralds inside. Still with super-stretching power, Sonic and Shadow can stretch to three times their size then watch them return to shape when released!
With the final series of Stranger Things
hitting screens later this year fans will finally be able to get their hands on their very own Ultra Goo Demogorgon. This iconic super-stretchy Stranger Things monster will be available for play and display from September.
PEERS HARDY GROUP
0121 524 1400
jbarrett@peershardy.co.uk www.peershardy.com
Peers Hardy UK is expanding beyond being the distribution of character licensed watches, jewellery and keychains as well as stationery and umbrellas in the UK and Ireland. It has recently signed up to become a distributor for licensed bags, adult/kidult products and even pet accessories!
James Barrett, general sales manager at Peers Hardy, said: “We have decided to branch out into new categories in order to become a one-stop-shop for all things licensed! We feel it is important to diversify in order to offer retailers a wide range of products they can buy from us, especially when the toy market is looking for new products away from traditional toys. We can now cater for national and independent toy retailers and gift shops, garden centres, pet shops, department stores and pop culture retailers – we have something for everyone.”
01869 363800
sales@ravensburger.com www.ravensburger.com
Lovable pup Bluey is bringing her adventures to Ravensburger’s classic game Labyrinth with the recent introduction of Bluey Labyrinth Junior. This game of moving pathways is designed for children from age four. Younger fans will also enjoy the new Bluey My First Puzzles collection, designed for children from 18 months. The set of four puzzles increases in piece count to include 2-,3-,4- and 5-piece jigsaws.
A
central theme is the influence of a supportive family and the relationshipsbetween
Even more on Bluey …
The company presents a raft of Hello Kitty introductions for spring, with offerings in children’s 2D puzzles, while 3D puzzle balls are on their way in the second half of the year, showcasing both classic Hello Kitty and animation, Hello Kitty Super Style!. Ravensburger will also launch three Dora the Explorer puzzles showcasing scenes from the new animated series including 35-piece, 4-in-a-Box and 3 x 49-piece formats.
Bluey, Bingo, Bandit and Chilli
This autumn, Ravensburger will present the first collection of puzzles celebrating Marvel’s Iron Man and his Awesome Friends – the first preschool Iron Man series, which is set to hit screens on Disney Junior and Disney+ later this year. In the launch lineup from Ravensburger are 4-in-a-Box, 3 x 49-piece, 35-piece and 24-piece Giant Floor Puzzle formats.
With the recent announcement of a new addition to Peppa Pig’s family, Ravensburger will also have a ‘special delivery’ of its own marking the occasion – with artwork strictly under wraps for now. Watch this space for more.
0203 417 6565
trade@craftbuddyltd.co.uk
https://craftbuddyltd.co.uk
Following on from March’s launch of its blind bag trend collection with Disney Crystal Art Pin Badges, which are a 2-in-1 product combining creativity and style, allowing fans to create dazzling 6cm pin badges that can be worn or displayed as part of a collection, Craft Buddy has two further new product launches in April.
Craft Buddy will have its first-ever global launch on April 24 with the magical Harry Potter Crystal Art Sticker Album. Developed in-house, this musthave collectible brings the Wizarding World to life through dazzling Crystal Art. The Starter Pack includes a 20-page album featuring 102 stickers and two blind bags containing three stickers each.
BLADEZ TOYZ
023 9265 3104 sales@bladeztoyz.co.uk www.bladeztoyz.co.uk
With A Minecraft Movie hitting the big screen, Bladez Toyz is bringing to market a bumper offering of Minecraft arts and crafts lines for 2025!
Under the Creative Maker Kitz brand, Bladez Toyz will be adding to its popular make your own characters range with a supersize bee and life-size chicken. With both the chicken and bee featuring prominently in the film and standing almost 30cm and 20cm respectively, these easyto-assemble kits are the perfect way to bring the gaming world into 3D!
Lilo & Stitch movie launch mania is at an all-time high. The team have created a collection of Crystal Art lines that celebrates the cinematic launch – these are 3D Sparkle Scene, Mirror Wood Buddy & Magnetic Mirror Buddies. There are two Sparkle Scenes, each of which has two added components to create a 3D scenic story and stand at 11cm in height.
Following last month’s announcement of the partnership with CloudCo’s Care Bears, the team are in the final stages of development for the AW25 launch of a variety of Crystal Art products that will bring dazzling appeal to fans of all ages.
0845 459 1818 sales@zimplikids.com www.zimplikids.com
Zimpli Kids always delivers products that spark joy and excitement. And now there’s a new addition to the Baff Bombz lineup – the Care Bears Surprise! Baff Bombz have become a must-have for kids who love surprises, sensory experiences, and collecting their favourite characters. These delightful bath bombs transform bath time into a colourful, fizzy adventure, revealing one of seven collectible Care Bears figures hidden inside. Kids can look forward to discovering Sunshine Bear, Grumpy Bear, Sleepy Bear, Lucky Bear, and more. Blending the excitement of collectible toys with sensory play, these bath bombs turn bath time into
a fun-filled experience, offering endless excitement as children unveil a new favourite character with every bath.
But that’s not all; the Surprise Baff Bombz range offers even more exciting themes, each featuring a hidden surprise toy inside a vibrant, fizzing bath bomb. From magical unicorns to playful dinos and ocean creatures, there’s something for every child to discover.
There’s another enchanting Care Bears product – the Care Bears Special Effects Baff Bombz. These bath bombs take the sensory experience to the next level, creating mesmerising effects in the water that captivate and delight.
The Zimpli Kids team understands the appeal of pocket money products – affordable, fun, and perfect for spontaneous treats. Its range offers engaging options such as Gelli Play, approved by the National Autistic Society for its remarkable sensory benefits, alongside the popular Surprise Baff Bombz.
Also new for 2025, is the Make Your Own Torch Maker Kitz. This iconic torch comes with LED lights so that it really glows. The pop-out parts are easy to slot together and once complete, the torch can be hung on the wall making it the perfect creative project for fans of the gaming licence. Look out for the triple pack to create a real statement.
Finally rounding out the new range will be the super-cool pocket money assortment of Chibi Figures. These character kits are quick to make and are awesome display pieces. With eight characters to collect in the first wave, and a further eight following soon after, they are also a fantastic affordable collectible.
*Accessories not included
Balance Bike with Light Up Wheels Deluxe Bobble Ride On
MV SPORTS & LEISURE
01217488000 info@mvsports.com www.mvsports.com
Stitch has cast a spell over young hearts once again, and MoVe has expanded its bespoke collection of outdoor play items to meet this soaring demand. The range of scooters, ride-ons, balance bikes, and innovative 2-in-1 training bike blends the perfect mix of fun, safety, and style, ensuring every adventure is filled with joy and excitement.
For the youngest adventurers, the award-winning Stitch Bobble Ride On sets the stage for outdoor exploration. Featuring a sturdy steel frame and double rear wheels for added stability, this ride on is a delightful introduction to the world of play.
The 2-in-1 Training Bike is a must-have for every Stitch enthusiast in training. Seamlessly transitioning from a pedal bike with stabilisers to a balance bike, this versatile ride supports children as they develop their skills at
Prepare for enchantment with the MoVe Stitch 12” Balance Bike, adorned with vibrant decals and a shaped plaque, this bike captures young imaginations from the first ride. The real magic? Motion-activated, multicoloured light-up wheels that add an extra dash of excitement to every journey.
Surf’s up with the Stitch Mini Go Tilt Scooter! Designed for budding explorers, this threewheeled wonder features a washable Stitch Squishle pouch, perfect for little ones to store their treasures.
Crafted with meticulous attention to detail, each item ensures not only endless fun but also safety and durability.
safety
The main point is …
MoVe guarantees that every outdoor adventure is infused with the magic of Stitch
LIBERTAS BRANDS
07795 061923
fugglers@libertasbrands.com libertasbrands.com
Libertas Brands’ partnership with Blue Zoo Studios has seen the launch of more than 50 three-minute episodes of the live-action Fuggler series, and upwards of 150 YouTube shorts videos.
The Fuggler TikTok account has seen followers increase +335% since beginning of December 2024 and across YouTube, TikTok and Instagram the official Fuggler accounts now have +500K followers (+173% YoY) with an active and engaged fan base.
Fuggler has a broad consumer and fan demographic, appealing to kids and kidults. It has successfully launched into multiple markets in 2024 and its master plush toy partner, Zuru, will be rolling out in an additional 30-plus markets during 2025.
Baby Fuggs season 3+4 and keyring Fugglers season 4+5,
The core range will have New Fuggs on the Block, Hairy Fuggs, Gold Fuggs, Love Fuggs, Vacay Vibes Fuggs, Baby Fuggs season 3+4 and keyring Fugglers season 4+5, along with many more new and exciting themes that the company will be announcing later in the year.
Along with master plush toy partner Zuru, new licensees have jumped on board throughout 2024.
The Fuggler brand is represented around the world by a wide range of strong agent partners
WhirligigToys
Brighton, Canterbury, Chichester,Horsham, TunbridgeWells, Horsham
What’s your favourite toy on your shelves at the moment – and why?
We are loving the National Geographic How Things Work series from University Games, which has just arrived. Really different construction kits aimed at younger children with great explanations and priced perfectly for a birthday party present. What’s selling particularly well for you?
Wallace & Gromit are still favourites and people are still talking about the Christmas film on TV [Vengeance Most Fowl]. Paper Engine’s range of walking characters and construction kits has been consistent through the year. We also discovered Pawprint Family at Top Drawer and love their Wallace & Gromit pin badge range, which has created lots of add-on sales.
Has the recent good weather had an effect on trading patterns/ what’s selling well?
Good weather always brings people out for a stroll and a browse, so yes. We are seeing the start of summer toys starting to sneak back in and even sold a few buckets and spades in our seaside shops.
Has the late Easter affected how/when and what you order?
Easter isn’t a huge deal for us as we don’t really stock any Easter-related products, but the school holidays always give us a boost.
Are you planning any events for Easter holidays?
We are hosting a Plus Plus experience day outside one of our shops over the Easter weekend where we encourage everyone to come and play with prizes for the most creative makes. It is a great way to get everyone involved. We’ll also be taking part in various Easter trails organised in the different towns we have shops in.
Grasshopper Toys/Curious Minds
Helensburgh, Scotland
What’s your favourite toy on your shelves at the moment – and why?
Our absolute favourite toys right now are soft toys from Keel. We’re particularly loving the Plant & Flower Bobballs, and the Keeleco Baby range – both have been a huge hit in the shop. We’re excitedly awaiting the Hamish Highland Cow baby lines for obvious reasons!
We will be continuously expanding our Keel range this year so watch this space for lots of soft, cuddly goodness!
The why… they’re just so darn cute and cuddly!
"As soon as the sun comes out we start selling lots of bubbles, bubble machines and blasters!"
We have also just brought in a mammoth amount of new kids’ jigsaws from Ravensburger, which are not only fun and cover various character licences but also look gorgeous and colourful on the shelves.
What’s selling particularly well for you?
Other than Keel soft toys, we’ve been selling lots of Djeco craft kits –they’re the perfect thing to pick up for a last-minute birthday gift, plus the prices are reasonable.
New for 2025 Lego sets are unsurprisingly doing very well too; the new Harry Potter Knight Bus sold out as soon as it went online!
Has the recent good weather had an effect on trading patterns/ what’s selling well?
As soon as the sun comes out, even slightly, we start selling lots of bubbles! Bubble machines and blasters are always the order of the season.
Has the late Easter affected how/when and what you order?
I am terrible at remembering to order in seasonal lines because the time just runs away from me! So the realisation that Easter was later than I expected was a welcome surprise! We have some lovely colourful Steiff bunnies on the way.
Are you planning any events for Easter holidays?
We have no events planned but we’re collecting Easter Egg donations for a local charity that we also collect Christmas gifts for. It’s lovely to see the community come together to help less fortunate children.
STEM & education
What are your top five bestselling toys in STEM & education?
1. Kidz Labs Solar System Planetarium Model Making Kit
2. Galt Explore & Discover Slime Lab Experiment Kit
3. Smartivity Hydraulic Plane Launcher
4. Learning Resources Build Your Own Human Body Anatomy Model
5. Curious Minds Periodic Table Poster of Chemical Elements
Anything new you are looking forward to stocking in this sector?
We are expanding our KidzLabs range currently, which is long overdue! We are also looking at introducing a new electronic circuits range. What toy in this category is always a good seller for you?
Galt experiment kits always sell, whether it’s the award-winning Explore & Discover range or the Horrible Science range. The smaller £8.99 kits are perfect for last-minute birthday party gifts.
Liz Amphlett Toytastik Chepstow Wales
What’s your favourite toy on your shelves at the moment –and why?
I have so many! If I had to choose it would probably be SmartGames Dropzone.
I am addicted to marble runs, so a marble run puzzle... wow!
What’s selling particularly well for you?
Always bestsellers are the pocket money pickups… Eugy from Brainstorm, Needohs from Bigjigs Toys, and Plus Plus.
Has the recent good weather had an effect on trading patterns/ what’s selling well?
What are your top five bestselling toys in arts & crafts?
Eugy, Floss and Rock Painting Books, Galt Craft sets, Djeco DIY sets, Janod Crafts. Do you have a particular favourite – and why? My favourite is the new Capybara Eugy… so cute.
What are your top five bestselling toys in STEM & education?
SmartGames, Purple Cow from University Games, Headu Educational Games, Galt Science Kits and Thames and Kosmos Science Kits.
Anything new you are looking forward to stocking?
We made contact with a new company at London Toy Fair – Creative Scavenger. We are currently in the process of ordering from them as a new addition to our STEM offering. What toy is always a good seller for you? The portable pocket SmartGames continue to be a great seller for us.
"We are currently exploring having an arts and crafts day in May to coincide with a wonderful annual event in our lovely little town called Art on the Railings"
I’m never sure if weather has a huge influence on sales unless it’s so bad that no one wants to leave home! So the recent spell of good weather has probably just resulted in earlier sales of outdoor toys. Crocodile Creek Balls from Hippychick have been flying out… literally!
Has the late Easter affected how/when and what you order?
Planning on our stock for Easter is simply making sure we are well stocked on pocket money toys and making sure we have a good selection of the Easter alternatives to chocolate eggs. Anything bunny or chicken related is always a winner… so Sylvanian Families from Epoch Making Toys and Wiberry Toys from The Puppet Company always provide a lovely Easter treat for any lucky child, but still keep with the theme.
Sylvanian Families from Epoch Making Toys and
Are you planning any events for Easter holidays/May half term?
We are currently exploring having an arts and crafts day in May to coincide with a wonderful annual event in our lovely little town called Art on the Railings. Local artists from all over exhibit at various locations around the town and there is a real buzz… just praying for dry weather!
Clare Turner talks to Warren Du Preez, retail development manager of Daniel Department Store in the Berkshire town of Royal Windsor, winner of the Toy Department category of the Toy Retailer of the Year Awards 2024, organised by the British Toy & Hobby Association (BTHA)
What’s your background?
I’m actually a qualified scientist in Life Sciences with ARCS (Associate of the Royal College of Sciences). I studied at Imperial College London and wanted to change direction and study postgraduate Veterinary Medicine after qualifying. Once I managed to secure the funding, a little thing called ‘the recession’ kicked in, and my main funder pulled out.
This ultimately led me into working for WJ Daniel for about six months before doing a short stint at Winning Moves within its licensing team. Then I was reapproached to join WJ Daniel.
Combining theatre withgreat knowledgeable staffhasalways beenpivotalto ourwidervision ” “
Why did you decide to go into toy buying?
Tell us a bit about Daniel Department Store.
– eek!). Although I never had ambitions
I’ve worked in toys since 16 as a Saturday boy (before Sunday trading – eek!). Although I never had ambitions to stay within retail, I truly loved the varied role while working at WJ Daniel – and obviously, the senior toy buyer at the time felt my data analysis skills might come in handy!
When my career path took a ‘change in direction’, I was employed initially as an assistant buyer and gradually worked my way up to a senior buyer. I’m now responsible for multiple categories, with a great team of buyers.
The store is in the heart of Royal Windsor and has been serving customers for over 120 years. It encompasses more than 40
Congratulations on winning the Toy Department category of the Toy Retailer of the Year Awards! How did you feel when you heard the news? It’s such an honour and privilege to be recognised by the industry for all the team’s hard work at the annual British Toy & Hobby Association (BTHA) awards ceremony.
It goes without saying that without the entire team at HQ, our vision of bringing retail to life just would not be possible.
departments and has over 70,000sq ft of prime retail selling space. There are four restaurants, fashion, homeware, furniture, accessories, beauty, gifts, stationery, sports– and not to forget a 10,000sq ft toy department.
What do you believe sets you apart from other retailers of toys?
Ultimately, I truly believe that having the space to showcase and bring brands to life sets us apart from many other toy retailers. Combining theatre
with great knowledgeable staff has always been pivotal to our wider vision. This winning combination allows our customers to experience a truly magical shopping experience, with brilliant staff showcasing more than 100 suppliers’ products.
What are your key categories?
We cover all categories from preschool, action figures, vehicles, fashion dolls, games, puzzles, construction, craft, and science, to pocket money etc. We truly cater from preschool all the way to kidult. Everyone is welcomed and catered for within the department.
How many suppliers do you deal with?
We have more than 100 suppliers within the toy department.
To list but a few would be: Lego, Mattel, Hasbro, Jellycat, Moose Toys, Schleich, Ravensburger, Spin Master, MGA, Zuru, and VTech.
Are you a member of any buying groups?
We belong to AIS (Associated Independent Stores). Being a member helps to bring together a community of likeminded retailers all striving to work together to get the best product selections possible for our customers at the very best prices.
In addition to the greater buying power, AIS provides a great opportunity to take part in an FOB program and attend its INDX Toys Show [which takes place at Cranmore Park in Solihull from September 2 to September 3].
How do you find products?
Finding new products comes from all directions and now even includes social media trends such as TikTok. The show season starts at Top Drawer S/S in London and ends at Spring Fair in Birmingham, and sees the team attending the two key trade shows at Toy
What’s a typical day for you?
Haha! I don’t think I have what they call a ‘typical’ day or even a day which looks the same as the previous one. My role is extremely dynamic and multifaceted. Apart from structured supplier meetings, I might be working with the VM team and marketing team looking how best to launch a new range, or even merchandising with my operations team. You can never be 100% sure what the day has in store for you.
What were your favourite toys and games when you were a child?
Growing up in South Africa, I mainly gravitated to the outdoor category but from memory, Teenage Mutant Ninja Turtles was a must.
“A true team effort”
The incredible honour of Daniel Department Store being named Toy Department of the Year reflects the passion, dedication, and creativity of our team.
In 2024, we focused on:
■ Transformative campaigns and experiences – bringing toys to life in exciting new ways
■ Balancing tradition and trends – honouring timeless favourites while embracing the latest innovations
■ The magic of Christmas – creating unforgettable festive experiences
■ �Inclusivity and accessibility – making play welcoming for everyone
■ Supporting the community – giving back and staying connected
■ A destination for joy and connection – making our Toy Department a place where imaginations soar
A huge thank you and well done to our incredible team for making this possible – this is a true team effort! And, of course, to our wonderful customers who bring the joy of toys to life every day. Here’s to another magical year ahead!
Fair in London and Spielwarenmesse in Nuremberg, Germany.
Away from the main shows, we also go to the Toymaster May Show in Harrogate as well as the INDX Toys Show in Solihull. Basically, we’re always hunting for the next product range.
Regarding new products, Lego, Jellycat, Horizon Group USA, Spin Master, MGA and Mattel were highlights over the show season and ones we are eagerly watching to see how they perform in 2025.
How’s trading been for you so far this year?
Trade is currently doing very nicely and long may it continue. Sales are +7% YTD and this is off the back of a very strong 2024. Half term has just finished and likewise this has seen some strong growth of +10%.
Finding newproducts comes from all directions and now even includes social media trends such as TikTok
” “
Which brands are selling well now?
The two main powerhouses currently are Lego and Jellycat but honestly, there are so many great products to mention. A few key ones would have to be Pokémon TCG, NeeDoh, Hot Wheels, Piratix, Rainbow High, Funko Bitty Pop! and Paw Patrol.
How do you get the word out there?
The marketing department is active around the local surrounding area with advertising and connecting on a B2B basis with other businesses such as the Theatre Royal Windsor. In addition to our B2B partners, we work closely with local schools and charities, ensuring we
support some great causes within our wider community.
In addition, we regularly run free demonstration events during half terms and combine this with an annual gala event which brings the entire store together for one evening. We invite our customers to enjoy this special occasion, with free sampling, demonstrations, and special offers.
What are you most excited about stocking for Spring/Summer?
Occasions are super important for trade and provide great opportunities to celebrate, so we’re excited for Easter and the start of the Formula 1 season. F1 product looks brilliant
for this period and provides a great opportunity to encourage the father/ son gift-giving occasion.
Have you spotted any hot trends or crazes for 2025?
One craze which seems to be growing nicely is the hype of Ty bouncers. This range looks brilliant and, with the extra dimension of some great licences being added to the product range, I’m certain this one could have the potential to become something quite special.
What’s next for your business?
We’ve got some great in-store activations due to launch – so watch this space!
Two of our esteemed Toy Testers, Skyla (5) and Loxley (6), get to play and explore Commotion’s (tickit) Wooden Building Gem Blocks Super Set, which is designed for creative construction and developing logical thinking
The toy – Wooden Building Gem Blocks Super Set – from Commotion’s tickit range (RRP: £99.99 Age range: 3-plus)
Jess and Skyla
What was Skyla’s first impression?
The children – Skyla (5) and Loxley (6) The Mums –Jess and Genevieve Jess
Jess: “She did get very excitable and eagerly got all the pieces out on the table. She loved all the bright sparkly ones and got very busy making a castle.”
What features does it have and what makes them fun?
Jess: “There’s a real mix of different shapes and given that Skyla is quite creative, this gives real scope for making lots of different things and stretching her imagination. I can see how absorbed she is moving on to making another creation (the list included, castle, school, garden, igloo, camel,
campervan and traffic light).
What did you like about the product?
Jess: “You can’t beat wooden toys, which I like more than the plastic ones; there’s a lovely smell of wood and this is very good, durable quality. You can tell that the minute you see the pieces.”
Would this be something you would play with again Skyla?
Skyla: “Yes” Skyla nods vigorously. Jess: “I can also see her little sister wanting to play too, and she’s three. They play well together and there are a lot of pieces that will keep them both entertained.”
“This is verydurablegood, quality''
Mum, would you shop for this range in future?
other toys.”
Jess: “Yes, it’s worth that extra cost as I think it has real play value and will be used a lot, as well as being mixed in with other toys.”
If you could sum this toy up in one word, Skyla, what would it be?
Skyla: “Amazing.”
Any other comments?
Jess: “I really like that you get to easily pack it away after use and the only thing I would have liked was more information on things to make, but saying that Skyla didn’t seem to have much of a problem coming up with ideas!”
What was Loxley’s first impression?
Genevieve: “He said: 'Oh wow look at these fancy crystal windows!'''
What did you like about the product Mum?
Genevieve: “Loxley was saying how he’s built a castle and it’s really big isn’t it mummy? As my job is in architecture I’m really pleased that Loxley can enjoy construction that suits him, it’s a good starting point for him as he wants to be like his mummy.”
What features does it have and what makes them fun?
Genevieve: “We were playing around with shining light through the gems and creating different openings. The world is your oyster when it comes to the different possibilities of building different houses.”
Loxley: “The colourful cubes make it really special.”
Would this be something you would play with again Loxley?
Loxley: “Definitely.”
Genevieve: “Definitely, his friend really enjoyed playing with it too.”
Mum, would you shop for this range in future?
Genevieve: “Yes, I looked at the different options and they all look good. We really like the bright rainbow colours.”
Is there anything you would change to the product Mum?
Genevieve: “No not at all, however it would be nice if there was a booklet with example projects to copy or take inspiration from.”
If you could sum this toy up in one word, Loxley, what would it be?
Loxley: “Golden.”
Any other comments?
Genevieve: “I think it’s really handy that the box it comes in also shows you how to put it away in order.”
Loxley “Look at thosefancy crystal windows!''
STEM in education is becoming increasingly important and popular both in and outside the classroom. So where better to accelerate children’s interest and development than through their toys and games? TnP finds out more about the STEM and education sector...
What is the current state of the STEM sector – not just for your company but as a whole?
Nicky Thomas, board game sales at Thames & Kosmos – Science will always be an important part of the marketplace and one that Thames & Kosmos has always excelled in. We are pleased to see increasing volumes each year, although the growth was, predictably, higher in the lockdown years. In the years that we have been involved in the UK market, the number of suppliers or products that are on offer in the sector has fluctuated with the demand, and I think that ensures that it remains a healthy market for us.
James Shepherd, CEO at Commotion – The sector is currently thriving and evolving, driven by a growing recognition of the importance of these fields in our increasingly technology-driven world. There is a strong emphasis on creating
engaging, hands-on learning experiences that resonate with children and educators alike.
Sophie Taylor, Leapfrog brand manager at Vtech Electronics – The UK’s STEM toy sector is thriving, with a strong focus on educational growth and the need for school education to be supported at home. The trends within the sector reflect a broader commitment to providing children with tools that are both engaging and beneficial for their development.
“range. The range is stylishly presented in classy packaging, which creates an impressive shelf presence. Our SpyLabs range has exceeded expectations, particularly in the independent market, and our v ery recently released entry-level range (RRP £11.99) has also taken off very well.
”Product innovation is key and the reason why we have always invested time and resources
Nicky Thomas Thames & Kosmos
What’s driving consumer interest in this sector?
James Shepherd – Key trends include the integration of technology into educational toys. There’s also a growing focus on sustainability and eco-friendly materials, as consumers become more conscious of their environmental impact.
thinking and problemearly age through play.
James Shepherd –Interest in the STEM sector is driven by several factors, the desire for quality educational products that not only entertain but also instil critical thinking and problemsolving skills from an early age through play. Parents and educators are increasingly aware of the importance of preparing children for future careers, which has led to a greater demand for educational toys.
Nicky Thomas – Product innovation is key, and the reason why we have always invested time and resources into being a market leader within the STEM category. It’s vitally important for us to keep up with the trends and cycles of the market. Price points are also important, although we find people are willing to pay a little bit more for quality.
And what trends are driving interest further?
Nicky Thomas – Other than our GeckoRun range, we are seeing a resurgence of traditional science products, within our Essential Stem
Which STEM/Education category enthuses the children most? And the parents/teachers?
Sophie Taylor – I would say anything interactive to engage the children’s cognition to enhance learning retention, and of course, if it’s fun enough for the child to not even realise they’re learning – then that’s always a huge plus!
James Shepherd – Products that focus on hands-on building and experimentation – like our Wooden Building Gem Blocks – tend to excite children the most. Parents and teachers often gravitate towards products that promote collaborative learning and critical thinking, such as our Rainbow Exploration Kit.
Nicky Thomas – I think that depends some
on age and, to some degree, gender. Chemistry sets are always a hit, especially the ones that really have something that goes ‘bang’ in them, like our Chem C2000.
If retailers could only choose one product or range from your offering, what would you recommend?
Nicky Thomas – As mentioned before, our Essential Stem range includes a lot of our best-selling items and our Gecko Run has just won Construction Toy/Playset of the year at the Toy of the Year Awards.
Sophie Taylor – I would recommend our LeapStart range, due to both the interactive nature of learning and the vast range of skills that it has to offer through our range of books. The range also has brilliant longevity, as it grows
with the child from ages two to seven, introducing new skills at each developmental stage.
James Shepherd – I would recommend our Picture Blocks as they are specifically designed with real photographic images of people, animals, and objects, making them incredibly engaging for children. The use of authentic, high-quality images helps children connect with the world around them in a meaningful way. Whether it’s learning about animals, the solar system, or everyday objects, the clarity and detail of the images encourage children to explore and observe the features of their environment closely. These products offer an open-ended solution to multiple areas of STEM learning and so allow educators to cover more topics without having to purchase extensive resources
Do you have any strategies to support retailers?
James Shepherd – We support our partners through marketing materials, training sessions, and promotional events that highlight the educational benefits of our products. We’re committed to providing retailers
what was your favourite STEM subject at school – and why?
James Shepherd – Science! Creative, hands-on experiments that discover how things work. Mrs Mills might disagree and say that I should have paid more attention in class – could do better!
Nicky Thomas – Computer studies! Of course, this was back in the day when we had a computer room full of huge machines and no one dreamt that all the programming capability would one day fit on a mobile phone! I thought programming them was like magic.
Sophie Taylor – My favourite STEM subject at school was definitely science and, more specifically, Chemistry – I loved learning the periodic table off by heart!
“Key trends include the integration of technology into educational toys
”James Shepherd Commotion
with the tools they need to both effectively showcase our offerings and engage customers.
Nicky Thomas – We will always try to encourage learning through play, so will always offer to support our customer base with demonstration items for shops, where applicable. We can also offer to swap full cartons out, if a retailer has experimented with a product that doesn’t suit their customer base. We have great assets for our clients, and will always listen to any marketing ideas that they might want us to get involved in.
VTECH LEAPFROG
01235 555545
trade.sales@vtecheu.com www.vtech.co.uk
LeapFrog firmly believes that reading is the foundation of learning and a crucial skill for lifelong development. To support parents in teaching their children to read, LeapFrog offers a reading range designed by learning experts. This range grows with the child, introducing essential skills such as phonics, sounds, word recognition, and reading comprehension to guide them on their reading journey.
In Autumn/Winter 2025, LeapFrog will launch the Everything Starts with Reading campaign, which will serve as the foundation of its PR,
Favourite LeapStart licences include Gabby’s Dollhouse and Paw Patrol
interact with the LeapStart books
media, and social strategy. It will also introduce its new LeapStart Reading Buddies. The Reading Buddies are a development from LeapFrog’s iconic LeapStart – requiring only a pen and detachable characters to interact with the LeapStart books on the move.
The collectible feature of the different reading buddies provides adaptive content by age and skill from preschool right through to primary school years, catering for multiple subjects and skills and encouraging independent, interactive learning.
Other LeapFrog reading range products include the best-selling Learning Friends 100 Words Book, Mr Pencil’s Scribble Read & Write and My 1st Phonics: Spin & Learn to name a few.
With 96% of teachers recommending the brand to parents, it is LeapFrog that holds the hands of parents and children throughout their exciting reading journey.
SMART TOYS & GAMES 01903 885669
uk@smart.be https://smarttoysandgames.co.uk
The SmartGames collection of multilevel logic puzzle games ignites the imagination and strengthens cognitive skills. There is always an opportunity to learn through play with the iconic range of inspiring and thoughtfully designed games.
players must untangle this puzzle to fit all of the soft-
The SmartGames IQ series continues to grow with the launch of IQ Noodles and IQ Bubbles. In IQ Bubbles, players aged sevenplus use their concentration to place the beautiful, transparent bubble pieces onto the gameboard in the correct spot and then fit the remaining pieces onto the grid. IQ Noodles promises a fun, fidgety experience. Also for ages seven-plus, players must untangle this puzzle to fit all of the softtouch pieces onto the gameboard.
This Spring also marks the eagerly awaited arrival of Counting Sheep, a new one-player puzzle game of sheer brilliance. Already an award winner, it was selected as one of Toy Fair’s prestigious Hero Toy winners for 2025. As puzzlers progress through the 60 challenges, which become increasingly more difficult, it’s fair to say no one will fall asleep counting these sheep!
New for the hugely popular ‘Genius Battle’ series is Genius Gems, which challenges players to race their opponent and be the first to fill the gameboard with the colourful double-sided jewel puzzle pieces. Genius Gems offers five levels of play, with each level becoming more challenging.
JUMBO GROUP
0161 428 9111
salesuk@jumboplay.com https://jumboplay.com/en-gb
Galt Toys is renowned for its vibrant history with a story that began over 180 years ago
Introducing the latest addition to the Galt brand for 2025 – Unlock Science, featuring two exciting STEM learning kits: Water Worry and Fire Fire. Water Worry is recognised as a BTHA Hero Toy! Galt’s Unlock Science Kits transform kids into real investigators, using real scientific experiments to solve exciting environmental mysteries.
COMMOTION
The Water Worry Kit lets young detectives uncover hidden clues, eliminate suspects, and solve a thrilling water crime mystery – with the help of science investigators Casey, Isabel, and Toni. The Fire Fire Kit ignites a thrilling STEM adventure to solve an environmental fire crime! Kids conduct exciting experiments, find evidence, and uncover crucial clues. Packed with everything needed to crack the case, it puts budding investigators at the heart of the action where only the sharpest minds can solve the mystery.
Water Magic Squishies – Where Adventure Comes to Life is coming soon. Get ready to explore a world of creativity and fun with Galt’s new kits. Three magical sets reveal squishy characters with just water. Watch as vibrant colours appear like magic, making playtime mess-free and full of surprises.
CHARACTER OPTIONS
0161 633 9800 sales@charactergroup.plc.uk character-online.com
Ollyball is the ultimate indoor play ball that is fully customisable. The 12in classic Ollyball was awarded a Toy of the Year Award in the US last year. This was thanks to its patented KrunchCOR construction, which means it absorbs the impact from full-speed hits and kicks. And then there’s Ollyball Planet Earth, which gives the range a fun, educational twist. This 22in mega-sized version of Ollyball depicts more than 150 countries, islands, rivers and territories to colour and learn. It is the perfect teaching aid and promotes plenty of STEAMbased fun, as children colour in and personalise the Planet Earth design. The outer shell is made from an upcycled and sustainable material that can be decorated by any coloured pen, marker or crayon.
01732 225821 info@commotion.co.uk www.commotion. co.uk
Commotion’s tickit brand is synonymous with educational play. The ethos has always been to inspire children’s natural curiosity, creating fun and to encourage a lifelong love of learning.
With expert educational advisors, Commotion developed the tickit range to produce learning resources
Many of the ranges are designed to help children in science, technology, engineering and maths to learn about the world around them. Translucent colour toys for sand and water play will introduce the concept of cause and effect. Exploring the beautiful wooden picture blocks depicting real animals from around the world can light a spark for studying conservation and biology. The signature Light Panels and light-up sensory mood play tables provide a focused arena for exploring the properties of light & colour. Building blocks in different shapes, sizes, materials and colours are an ideal activity for budding engineers to experiment. Also, magnifiers, bug viewers and display boxes are perfect for observing plants and minibeasts in the natural world – all designed to support even the very youngest children in developing a passion for STEM subjects.
The tickit brand is developed by an in-house product team in close consultation with specialist advisors across the education spectrum. Buyers interested in the range can be assured that a partnership with Commotion goes beyond just supplying toys.
THAMES & KOSMOS
01580 713000
sales@thamesandkosmos.co.uk thamesandkosmos.co.uk
Thames & Kosmos is one of the STEM-based play pioneers and remains at the forefront of delivering engaging educational experiences. It continues to integrate its fun range of products seamlessly with modern STEM principles.
The Thames and Kosmos STEM portfolio has met with tremendous success over the past 12 months, garnering widespread attention across parenting and family publications, as well as the technology and consumer press. Several products have earned accolades from a diverse range of consumers, and the media presence has resulted in significant online, print, and broadcast coverage.
The expanding Gecko Run range has been a standout, capturing the imagination of children and parents alike, and has been recognised as one of Time magazine’s top toys of 2024.
Re-Botz, the budget-friendly robot-building set, encourages kids to mix and match parts to create unique robotic creations.
The small yet versatile robots feature wheels, motors, springs, sliders, and cranks, providing an excellent opportunity for handson creative learning.
ORCHARD TOYS
01953 859530
sales@orchardtoys.com www.orchardtoys.com
Orchard Toys’ award-winning educational games, including Number Bears and the bestselling Magic Maths, are the perfect way to introduce STEM learning through play.
Designed to build essential maths skills, these teacher-tested games make learning engaging, interactive, and fun.
Number Bears is the perfect introduction to addition and subtraction that helps teach number bonds in a fun way.
Players must race their bear safely home to its cubs by turning over number cards and solving mathematical problems. Number Bears is a combined game and number activity. Ideal for children starting school.
Magic Maths is an exciting and spellbinding game that makes maths and sums magic for children aged five to seven years. Players take turns to solve the sums and fill their boards with yucky spell ingredients, from worm-infested cupcakes to brains and bogies!
Budding engineers can get their hands on Thames & Kosmos’ new and improved Catapult Engineering set, offering six different building experiences in one box at an affordable price point.
The set brings the physics of medieval siege weapons to life.
Thames & Kosmos is proud …
To inspire, engage, and educate the scientists, engineers and inventors of the future
RAVENSBURGER
01869 363800
sales@ravensburger.com
www.ravensburger.com
Ravensburger’s GraviTrax portfolio is still growing with a new addition to the range. Like other sets in this series, GraviTrax GO Rotative will provide a highly accessible entry point to the interactive marble run system. The set contains around 30 components including the Spiral action-element, and features a selection of mini challenges to inspire budding marble track designers. And, set for a September launch, GraviTrax introduces SkyTrax – an innovation in the award-winning track system that will enable GraviTraxers to build complex and high-reaching marble tracks with a more compact footprint.
The ThinkFun brand also brings new STEM learning possibilities with the introduction of ThinkFun Friends, designed to offer logic and learning play to preschoolers from age three. Guided by a cast of friendly animal characters, the three products in the launch range inspire learning through fun and interactive games that progressively build on skills.
The Insights Family’s excellent Future Forecast 2025 looks into the “era of empowered youth.” Its team of kids and family experts examine emerging trends that highlight how kids’ behaviours are supporting their wellbeing, creativity, and imagination. There are opportunities for brands to respond through innovation, creating products and content that are both engaging and enriching, meeting the demands of young audiences and their parents.
As we reach the quarter mark of the decade, rapid technological advancements have defined the generation of kids born since the turn of the century. While changes to culture and consumption are evolving at pace, kids aren’t just adapting to them –they’re actively driving them.
This is reflected in the platforms and content they seek, favouring those that genuinely empower them, moving beyond passive consumption to becoming active participants in their own digital experiences.
UGC-driven [user-generated content] platforms such as TikTok and Snapchat, along with games such as Roblox, Minecraft, and Fortnite, have grown in dominance by empowering youth as creators and community members.
Together with developments in
Brands and content creators must developa nuanced understanding of howto empoweryoung peoplewhile maintaining appropriate safeguards
“ “
artificial intelligence (AI), a crucial enabler in this era of empowerment, kids are being encouraged to create and embrace AI tools to bridge skill gaps across various domains – from coding and design to storytelling and content creation.
As streaming platforms, interactive content, and gamified experiences become staples in kids’ lives, the competition for their attention has intensified. Content creators and producers must adapt to kids’ varying attention spans and preference for ondemand viewing.
While formats such as YouTube Shorts, Instagram Reels, and Threads capture attention through short-form content, we’re observing a more nuanced engagement pattern.
These platforms are finding their place within a broader ecosystem that includes both streaming and traditional linear services, each serving a distinct purpose in kids’ daily lives
– whether that’s watching TV to hang out with family or playing video games to relax.
Meanwhile, parents of under18s – predominantly Millennials – are intentional about the media, entertainment, and educational content their children consume. They favour safe and age-appropriate content that supports their kids’ development while striving to balance real-world exposure with protecting their children’s wellbeing yet still providing meaningful experiences.
To thrive in 2025 and beyond, brands and content creators must develop a nuanced understanding of how to empower young people while maintaining appropriate safeguards. Organisations that can strike this balance – supporting kids’ agency while ensuring their safety and development – will be those best positioned to create value and commercial success.
Education is transforming as gamifi ed platforms improve kids’ ability to acquire new skills. Insights’ regular TnP contributor Needa Khan explores what opportunities exist to integrate technology and creativity into learning experiences that empower kids through innovative play
In a classroom in Warsaw, students use tablets to play This War of Mine, a game set in a modern wartime scenario that teaches valuable lessons about survival, moral dilemmas, and the human cost of conflict.
Through decision-making challenges, students develop empathy and criticalthinking skills as they navigate the realities of life during war. Educators in Poland are incorporating technology and interactive storytelling into their national curriculum, using these tools to engage students through complex subjects.
Powerful tools transforming learning
While educators have long recognised the link between play and learning, its application has evolved. Video games, once regarded solely as forms of entertainment, have emerged as powerful educational tools.
Along with educators in Poland, parents in the UK with kids aged 10-12 years old are recognising video games as learning tools, with 64% of them agreeing that video games can help their kids learn.
YouTube as a classroom companion In South Africa, 36% of pre-teens use YouTube for educational purposes, followed by 35% in India and 14% in Brazil. In regions with varying access to traditional schooling, FAST [Free Ad-supported Streaming Television] platforms provide an accessible learning solution.
YouTube’s educational use extends beyond kids audiences. 18% of young adults aged 19-30 in the UK report using the platform for learning, up from 13%
among pre-teens, reflecting its role in lifelong learning as Gen Z turns to it as a route to self-development. Similarly, educational games have evolved to engage young adults, with viral games such as Duolingo and Wordle blending interactive learning, challenges, and social interaction.
AI in education – early adoption
Generative AI has the potential to democratise access to high-quality resources and transform student learning by personalising content and adapting to individual needs. Our data shows adoption of AI is growing quickly, with 27% of kids aged 10-12 globally reporting they use AI. India is the highest among the 21 surveyed countries, followed by Brazil at 29% and South Africa at 28%.
Closing the gap: equal access to education
Technology is breaking down barriers in education, giving every child a chance to learn regardless of their location. For instance, with online learning platforms and internet access, a child in a remote village in Africa can access high-quality educational resources and expertled courses that were once out of reach. Similarly, a pre-teen in India can experiment with STEM concepts through virtual labs and coding tutorials, gaining skills once limited to well-funded schools in developed countries. This shift reflects a cultural change where education is no longer confined to classrooms. Learning is no longer about listening to ‘the sage on the stage’, it’s now focused on self-empowerment –watching YouTube videos on science or
Parents in the UK with kids aged10-12 yearsoldare recognising videogames aslearning tools
“ “
nature or using UGC platforms to create mini-games to play online with friends.
Key insights
Gamification drives engagement:
Gamified tools such as This War of Mine show the potential of curriculum-aligned games to teach empathy and decisionmaking. Businesses could integrate realworld data into simulations, enabling students to analyse live scenarios in areas like climate change. Partnering with governments to embed these tools into formal assessments could drive adoption and ensure long-term relevance. Tech bridges education gaps: Online platforms are enhancing education in underserved regions. These platforms could support global school partnerships, where students connect as pen-pals through technology, promoting cultural exchange, inclusivity, and broadening educational experiences.
Rise of self-directed learning: Modular learning systems that adapt to user progress can meet the growing demand for independent education. AIdriven feedback loops and community forums for collaboration can enhance engagement, while positioning platforms as essential tools for lifelong learning. As education continues to integrate play and technology, it can foster a generation of adaptable, tech-literate learners. Play, as a key element of learning, can encourage kids to experiment, explore, and be empowered.
The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on attitudes, behaviours, and consumption patterns. It is the only provider of real-time, scaled, robust insights into the behaviours, values, and interests of kids, teens, young adults, and parents around the world.
Kids Insights surveys 7,780 kids every week aged three to 18. Parents Insights surveys more than 3,800 parents of kids between the ages of one and 16 every week. Both services operate in 22 countries across six continents and in total, survey more than 469,040 kids and 228,800 parents a year. This means that the company interviews a new family member somewhere in the world every 45 seconds and it has built the deepest understanding of how the next generation think, feel and do.
Insights helps brands translate the data into actionable strategies, ensuring young audiences remain at the heart of decisionmaking across media, advertising, marketing, and product development. www.theinsightsfamily.com/about | www.go.theinsightsfamily.com/download-future-forecast-2025
The 119th Toy Fair made a triumphant return to the global stage, uniting toy professionals from almost 100 countries in New York City’s Javits Center to explore the latest trends, innovations, and products. TnP rounds up the key moments and memories of the show
New York Toy Fair 2025 celebrated the creativity and innovation of the North American and international toy industries, unveiling nearly eight football fields’ worth of toys and games. The show also featured a dynamic slate of daily content and events to inspire and equip businesses with the tools needed to thrive in the rapidly changing toy and retail landscape.
Kimberly Carcone, executive vice president of global market events at The US Toy Association, said: “From exciting product reveals to business deals and major media moments, this year’s Toy Fair proved once again why it’s the heartbeat of the global toy industry. With a focus on delivering value and designing playthings for all ages and stages of life, exhibitors showcased toys inspired by original, digital, and traditional IP, all competing for top
key drivers of the $42 billion US toy market and underscore US toymakers’ integral role in the global toy industry.”
A near-850 exhibiting companies from 26 countries showcased new lines and key drivers to buyers from the top 21 US toy retailers (Amazon, Five Below, Target, Walmart, and more), international outlets, and speciality stores. Two hundred-andfifty emerging toy companies exhibited at the show for the first time, sharing never-before-seen playthings, while veteran brands continued to raise the bar on play and innovation. For the first time ever, Hasbro was on the show floor at Javits, joining Mattel, Lego, and other major manufacturers, further solidifying Toy Fair’s position as a must-attend event for key players in the toy world.
Toy Fair proved once again why it’s the heartbeat of the global toy industry “ ”
The show also emphasised educational and developmental opportunities for industry professionals. Creative Factor’s Inventor Day offered selected innovators the chance to present their products, concepts, or ideas to top toy and youth entertainment professionals and manufacturing partners, facilitating potential collaborations and future product developments.
The event also continues to be a media and pop culture destination, welcoming nearly 1,000 top-tier outlets, such as the New York Times, Fox Business, CBS News, the Wall Street Journal, GMA3, and the BBC, as well as influential content creators including We Wear Cute, Toy Testing Sisters, PCS Girls Official, Twindollicious, and Play Live Repeat, who took over the official Toy Fair Instagram account, providing behind-thescenes looks, exclusive product reveals, and real-time coverage of the hottest toys and trends.
Toy Fair University’s daily educational sessions focused on topics ranging from toy safety to the impact of generative AI, new retail strategies, and innovative marketing techniques to help businesses navigate the evolving toy landscape. Student Congress invited 400-plus university undergraduates to the show, providing them with insights into the industry and fostering networking opportunities with established professionals.
As the event closed, president of Fat Brain Toys, Mark Carson, said: “This has been a fantastic show. It’s a privilege to be at the heart of the toy industry, meeting buyers from across all sectors and sharing what’s new in the world of play.”
Catherine Flitton, assistant vice president of merchandising for Toys ”R” Us Canada, added: “Shows such as Toy Fair New York are more important than ever. It’s a place where we can put aside the day-to-day business conversations and focus on product, innovation and the power of play.
RealFX Disney Stitch Puppetronic won the coveted Toy of the Year (TOTY), and Story Time Backgammon won the People’s Choice Award.
Some 800 toy, play, and youth professionals gathered to celebrate excellence in play. Proceeds from the awards programme and event support The Toy Foundation (TTF), the philanthropic arm of The Toy Association, which delivers play to millions of children when they need it most.
During the evening, toy industry Professor Erno Rubik, inventor of the Rubik’s Cube, was inducted into the Toy Industry Hall of Fame.
The TOTY Awards are a key industry fundraiser, with all proceeds from the event and awards programme supporting The Toy Foundation’s work. This year’s NY Toy Fair saw $1.3 million in toy donations and financial contributions generously donated by the toy community in support of children in need around the world.
The hottest toy and play trends of 2025 were revealed by The Toy Association. As families seek meaningful and engaging experiences, toymakers in 2025 are responding with products that embrace personalisation and value, bridge the generation gap, and support the healthy development of children everywhere.
Adrienne Appell, executive vice president of marketing communications at The Toy Association, said: “In response to today’s conscientious consumers, toymakers are delivering long-term value, enhancing play experiences, and designing products that resonate across generations. From products that boost emotional and social learning to collectibles that fuel fan engagement, the toys on display right here at Toy Fair – many of which will be out in time for the 2025 holiday shopping season – reflect how play continues to be a powerful force at every stage of life.”
The trends announced were based on extensive, year-round meetings held by The Toy Association’s trends team with toy companies of all types and sizes, as well as Toy Associationcommissioned research on US parents’ views on toys, play, shopping habits, and budgets.
From MESH to STEAM – US parents favour toys that help kids build a skillset (58%), with 56% of parents looking for toys that encourage outdoor/active play and 60% seeking toys that build STEAM skills, such as coding and art. The majority of Millennial parents (63%) also consider how toys help promote mental, emotional, and social health when choosing playthings for their children.
As always, it was a delight to walk the halls filled with energy, optimism, and fun and remind ourselves of what this industry is really about.”
The global toy community will reunite for the 120th Toy Fair from February 14-17, 2026, at the Javits Center in New York City. This year’s show was a powerful reminder of the toy industry’s resilience and potential, proving that Toy Fair remains a mustattend event for anyone in the world of play.
www.toyfairny.com
www.toyawards.org
www.toyfoundation.org
www.toyassociation.org
It was a delight to walk the halls filled with energy, optimism, and fun “
Scoring aura points – Just as algorithms on top social platforms are personalised to cater to each user’s unique interests, toymakers that customise play experiences to different lifestyles and preferences will score the most aura points with kids in 2025. This approach focuses on customisable toys and personalised shopping experiences (in-store or online) that draw kids in and allow them to showcase their personality and unique sense of style.
Toys for seasons and celebrations – Families are purchasing toys to celebrate all of life’s occasions, from global sporting and entertainment events and experiences to seasonal celebrations. In 2024, Halloween began ramping up in July – six weeks earlier than in 2019 – while Taylor Swift’s Eras Tour created new opportunities for toy retailers to lean into the fandom in celebration.
Toy Fair 2026 will take place February 14-17 at the Javits Center in New York City.
Blending past, present & future – Toys and games that blend past and present are bridging the generation gap. With 73% of parents saying they have purchased toys for themselves, 61% said they did so to connect with their child. Close to half collect or play with toys as an adult to relive fond childhood memories (49%), and 40% do so because they enjoy playing with their kids with the toys they used to play with as a child.
they enjoy playing with their kids with the toys they used to play with as a child.
Collectible Cravings –
Collectible Cravings – From micro minis to high-end items, the world of collectibles is constantly evolving to meet the interests of kids and adults. Emphasising the opportunity in the category, collectible toy sales grew nearly 5% globally in 2024, fuelled by on-trend small collectible figures, trading card games, and plush toys, according to Circana.
fuelled by on-trend small collectible figures, trading card games, and plush toys, licensed toys, with many rising fan-favourites driven by streaming and digital worlds.
The evolution of licensing – 2025 is shaping up to be a big year for entertainment and licensed toys, with many rising fan-favourites driven by streaming and digital worlds. Multiple perennial favorites returning to the big screen this year also have a history of translating into strong toy sales, such as a new instalment of Jurassic World and part two of Wicked; new takes on How to Train Your Dragon, Snow White, Lilo & Stitch, and Superman; plus, the first-ever Minecraft movie.
Clare Turner catches up with Stephen Barnes, director of seven-strong chain Toy Barnhaus, a finalist in the Independent Toy Retailer (Multi Store) category of the Toy Retailer of the Year Awards 2024, organised by the British Toy & Hobby Association (BTHA)
How did you feel when you heard the news that you were a finalist?
We are delighted to be nominated as a finalist in the Toy Retailer of the Year Awards 2024. We know it is judged by many experienced people in the toy trade, and to get shortlisted is a real honour.
Tell us a bit about Toy Barnhaus. We’ve been going for 16 years now, and launched Toy Barnhaus after the closure of Woolworths, as [fellow director] Mark Buschhaus and I were store managers there for many years.
Upon being made redundant in 2009, we decided to set up our own business, with toys as our chosen category. The first Toy Barnhaus store opened in March 2009 at the County Mall Shopping Centre in the West Sussex town of Crawley – employing several ex-Woolworths staff, and using old fixtures from Woolworths stores.
“
We are competitive onprice, and offer aprice match, where we guarantee we will matchany priceon the local highstreet ”
Using our knowledge of Woolworths, along with feedback from customers, we built up our range over the next few months. We’ve taken many of the good bits from Woolies, and then improved it based on our retail experience and what customers want from us. We work under the motto: ‘If we haven’t got it, we will get it for you.’
Since then, we’ve steadily expanded and now have seven stores across West Sussex and Surrey. [In addition to the Crawley branch, West Sussex is home
to two shops: at Swan Walk Shopping Centre in Horsham, and Guildbourne Centre in Worthing.
The remaining four stores across Surrey are at Ashley Centre in Epsom, Belfry Shopping Centre in Redhill, St Nicholas Shopping Centre in Sutton, and Elmsleigh Shopping Centre in Staines.]
How would you describe your range?
We cover all the main brands and have toys for all ages. Lego is by far our biggest brand in store, but we stock a range of other key independent brands including Orchard Toys, Galt Toys, and Schleich. We also carry a big range of sale items in our stores, to help offer good value to our customers.
The growth of the kidult market over the past few years has really changed our product mix, with Pokémon trading cards and Squishmallows being massive for us.
What’s selling well?
There hasn’t been anything really hot over the past year or so, but we’ve done really well with pocket money toys recently. The NeeDoh Nice Cube and Stretchy Grinch were among our bestsellers at Christmas. The Lego Botanical Collection has been very popular too, along with the Lego Speed Champions Range.
What do you think sets you apart from other toy retailers?
Our stores look like a national retailer and are well laid out in a professional fashion. However, we retain the range of an independent retailer, packing lots of toys into our stores that really do delight our customers.
We are competitive on price, and offer a price match, where we guarantee we will match any price on the local high street. We also offer a ring and reserve service, where you can get items from any shop, and collect them from the shop of your choice within a few days.
We expanded to ecommerce at the beginning of 2020 after the outbreak of Covid, and haven't looked back since.
At Toy Barnhaus, it’s our mission to provide the latest and best products for our customers at the lowest price, along with the best service.
An awful lot of stuff comes from China and it needs to be stopped. That, in its simplest form, is the reasoning behind President Trump’s tariff thinking – he feels that the goods in question should be coming from the good ’ol US of A.
The same tariff-speak applies, it would appear, to the Euro-zone, potentially the UK and, of course, Canada and Mexico, although the rationale for hitting the latter two is that they are the home of the opiates that have wrought havoc across the US.
But let’s concentrate on China for a moment. Why does so much come from there and how come it can’t be produced here? The answer, obviously, is cost. China remains a place in which almost anything can be produced relatively cheaply and retailers have used it to ensure that their offers remain competitive.
The thinking goes that by putting tariffs in place, this can be prevented and consumers will buy from local sources – as Chinese goods become unaffordable. There is, however, an obvious fly in the ointment. Prices will go up generally as workers outside China, Bangladesh, Vietnam and other similar manufacturing economies expect to be paid more.
Meanwhile, with inflation in western markets proving resistant to downward movement and growth flatlining, available money to spend is much the same as it has been for the past few years. We are not getting any better off and if prices go up, we will all feel poorer.
The man in the Oval Offi ce may alter course when faced with unpopularity “ ”
It all looks like a recipe for belt-tightening, which is surely not the underlying intention behind Trumpanomics – America may not actually become better, much less great, and the same will be the case in producing economies and those that rely upon them for inexpensive merchandise.
There my basic economic tutorial ends, and whether or not you agree with any of this, things do look a little sticky at the moment. But think about your backyard, or shopfloor, for a moment. Does all of this mean that we are set for a recession, a time when the necessities of life take precedence over fripperies such as toys?
You might be forgiven for thinking that if the US puts tariffs on the toys that you buy for your store(s), the reaction of the producers will be to raise their prices on items for other markets in an attempt to recoup inevitable loss. You would probably be correct in this line of thinking – everybody has to make a profit somewhere and if it comes from non-tariff markets, well that’s how it goes.
Now fast-forward a few months and think about the ‘golden quarter’ in 2025. It is likely that shop prices generally may be higher (unless you are prepared to take a hit on the margin you expect from all your hard work) and as parents and offspring trail around the shops eyeing up Christmas goodies something will have to give.
Ahem. Well possibly not. Every year, just before the big day, TV
interviews tend to be conducted in which cash-strapped parents say that they will make do, but they are not going to sacrifice Christmas morning and all that this entails, as the smiles of children make it all worthwhile and you ‘can’t let them down’. If this really is the case, then debt looms. The losers in the short term will be consumers, and spending will be diverted from elsewhere.
Medium term, should tariffs continue, then spending more generally will be affected and stores, as much as shoppers, will feel the breeze.
Of course, there is always the chance that none of this will happen. The man in the Oval Office may alter course when faced with unpopularity, even among the faithful. Practically, this may mean a couple of things, and one of these may be less choice.
The natural reaction of producers when faced with tough times is to produce more of fewer things. That way, economies of scale can kick in and prices can be maintained. There are very few retail buyers who will willingly pay more, and taking a margin kick in the teeth is something that none will want to suffer for long. More of less then (the big supermarkets have been heading down this road for some time) and the shopper will have to lump it. It will also mean that retail buyers will commit longer term as that way prices can be locked in and stability, of a sort, maintained.
Whichever way you cut it then, the last couple of months have left many scratching their heads. Can what is being done really benefit anybody? All of this is, of course, hypothesis. Could it be that Trump will be proved right and that stemming the flood of cheap imports, toys, electronics and everything else will mean more money in a government’s coffers and tax cuts in the offing? It is possible, but inherently improbable. Unless toymaking factories really do spring up in the US and similar economies, it could happen, then growth will not form part of the agenda, and the latter is a major part of the Trump equation.
But suck it up. Things are, if nothing else, going to be different, and whether shoppers and retailers like it or not, the established order of things is a bit like a paperweight snow-shaker – everything is in motion and nobody can readily predict where the flurries will appear from next.
Apologies for being the bearer of pretty average news, at best, but we’ve all had long enough now to get over being surprised by surprises. Toyshoppers will keep shopping, retailers will keep sourcing and buying; it’s merely a matter of who will bear the burden and for how long.
John Ryan is Stores Editor at Retail Week. He has worked for the magazine for more than a decade covering store design, visual merchandising and what makes things sell in-store. In a previous life he was a buyer.
JohnRyan looksatthe potential consequences oftariffic upheavals acrossthetoy sector,allthe wayfrom manufacture andretailto ChristmasDay
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