Toys n Playthings August 2025

August 2025

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

Assistant Editor Rhys Thomas rhys@lemapublishing.co.uk

Production Director

Paul Naish

paul@lemapublishing.co.uk 01442 289933

CONTENTS

Regulars

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

13 Month in Numbers

Our roundup of what’s been happening...

46 Trade Talk

Suppliers tell us what’s driving consumer interest, their hopes for the second half of the year, the benefits of trade shows, and more

54 Talking Retail

TnP catches up with toy retailers to find out what’s selling well, what’s by the till, and what changes they’ve made

58 Don’t Miss Must-stock items for retail

Spotlight

33 New York Toy Fair 2026

Toy brands, retailers, and licensors can help shape the future of play by presenting at Toy Fair University, Toy Fair’s signature educational series

Features

18 Games & Puzzles

Lema Publishing Ltd Unit 1

Broomstick Industrial Estate High Street Edlesborough, Buckinghamshire LU6 2JA

At the heart of retail

Find out why now might just be the most exciting time to be in the games business

34 Playground Crazes

This key category continues to drive rapid sales and brand visibility

40 Kidult

No longer niche, the kidult sector is taking the industry by storm

Show Previews

16 Autumn Fair

Discover first-time exhibitors, trend-led pavilions and immersive networking spaces at the NEC Birmingham

Show Reviews

45 Harrogate Home & Gift Buyers’ Festival

TnP catches up with toy exhibitors at the show

Retail Interviews

38 Retail Interview

Golden Teddy recipient Steve Kerrison, of Norfolk’s Kerrison Toys, reflects on his decades in the toy trade

50 Retail Interview

Clare Turner chats to Vicky Brown of Just Williams, a traditional toy retailer with two branches in London

Columnists

14 The Insights Family

How rising cost-of-living pressures, evolving media habits, and shifting developmental priorities are reshaping how families play, spend, and connect

53 Retail Opinion

John Ryan has some warm-hearted advice for retailers

LEADER

Still summer, summer still – will the hot weather ever stop? Hope not but, of course, it will eventually. In the meantime let’s hope the kids (and kidults) have toysey fun and make the most of it.

First of all, as per our July issue, I have to start with some sad news. Alan Hassenfeld, founding family member and former CEO of Hasbro, has died at the age of 76.

At Hasbro’s annual Partner Day, they all celebrated Alan and his legacy – he was larger than life in the toy industry and the company’s family.

Alan was a good friend of our founder, Malcolm Naish, and attended The Survivors Club, which was set up by Malcolm to enable toy industry retirees to get together. Malcolm said: “Everyone loved Alan, he was a kind, gentle and inspirational gentleman. He loved visiting London. He joined our Survivors Club very early on and attended several lunches, the last one being in November 2024.”

Now, back to the happier stuff. This month’s features are Playground Crazes, Kidult, and Games & Puzzles – they are each well populated with intro chats and products, the Games one in particular.

On the retail side, Clare Turner has submitted her usual set of entertaining and in-depth interviews with Just Williams in London, and Norfolk’s Kerrison Toys chatting merrily away. Still on the shop window front, Talking Retail has some great responses, and John Ryan’s column has some warm – but not too hot – and sensible advice on keeping toy stores cool in both temperature and calm-and-collected senses. We had an extraordinary response to our Trade Talk questions this month, to the extent that we’ve taken it up to four pages – and there’s still plenty left to do the same in our September issue.

Anthony Clarke

One of the questions was: “If kids are in the mix on your holidays, what toys are they taking this year?” to which Amber Steventon, founder & MD of Azaria, replied: “Our influencer mums are telling us that, this year, they are packing lightweight, screen-free toys for their holidays – it might be mess-free drawing pads, or compact games like Top Trumps and Rubik’s Cubes that can be used while travelling and to help pass the time. Cuddly plush companions that can ‘come along for the adventure’ are also still proving popular – sparking imagination while giving comfort. Parents also say that, if space allows, they enjoy their audio players, such as a Toniebox or Yoto, which can help with downtime and to settle little ones at night. Overall, parents are favouring creative, calming toys that entertain kids on the go without the need for screens or excess luggage space.” Can’t disagree with any of that.

The Insights Family pages are based on their recent presentation at the BPIA (Baby Products Industry Association) about how today’s digital-first parents are redefining brand expectations. It’s packed with stats and the usual sound and logical advice.

Everyone loved Alan, he was a kind, gentle and inspirational gentleman “ ”

Finally there are the usual regulars, including What’s New, Don’t Miss and Month in Numbers – plus a show preview (Autumn Fair) and review (Harrogate Home & Gift).

And that’s about it from me for now… actually, that’s about it from me full, and indeed, stop! The sharp, informed and witty Rhys Thomas – “he’s Welsh you know” – will be taking over as editor from the September issue. That’s him on the right of Spider Bloke in the picture. Oh, and our persistent, knock, knock knocking on everyone’s door advertising director, Claire, is on the left. Anyway, hope you all enjoy the read and have a great month as we head slowly towards autumn.

Happy summer holidays.

Byeeee!

WH AT’S

Power up with Dragon Ball Z

SMIFFYS

0800 590599 | sales@smiffys.com | smiffystrade.co.uk

Smiffys has announced the latest addition to its licensing portfolio –stepping into the world of anime with the legendary Dragon Ball Z.

In collaboration with Toei Animation Europe and Reemsborko, Smiffys will launch a Dragon Ball Z costume collection later this year.

The action-packed saga has remained a staple of pop culture, and its recent resurgence highlights the enduring appeal of legacy anime franchises.

Dominique Peckett, director at Smiffys, said: “The Dragon Ball Z brand is legendary, and we’re excited to welcome Goku and friends

Palm Pals offer irresistible charm

AURORA WORLD

01256 374260

info@auroraworld.co.uk

www.auroraworld.co.uk

In an age where collectability, cuteness and character collide, Palm Pals from Aurora World have emerged as the ultimate plush companions for all ages. These irresistibly adorable soft toys are designed to nestle perfectly in the palm of your hand – and your heart.

to the Smiffys portfolio. These anime characters translate brilliantly into costume, making this a perfect collaboration between our two brands.”

The debut range will focus on the main character Goku, with his signature orange and blue jumpsuit and unmistakable black spiked hair.

With the appeal of Dragon Ball Z spanning generations, the costumes will be available for both children and adults.

Smiffys’ Dragon Ball Z costume collection is available to order now in the UK & Ireland.

What sets Palm Pals apart? It’s their signature bean-filled, under-stuffed design that gives each plush a relaxed, floppy feel and endless playability.

Barbie doll with a difference

MATTEL

01628 500000

For the foodies, there’s a playful parade of plush fruits and vegetables (your five-a-day has never looked so cute), along with sweet-tooth staples like donuts, cakes, bagels and even matching drinks – yes, Boba Tea included. Garden lovers will fall head over heels for whimsical designs like Flo the Watering Can and Junie the Daisy Flower Pot, complete with ladybugs and butterflies. And for the animal enthusiast, the selection spans farm friends to jungle beasts, deep-sea swimmers to mythical dragons and unicorns – all bursting with personality.

Each Palm Pal comes with a unique name, character profile, and collector’s number, inviting fans to track their growing plush family with a downloadable collector’s guide. And with regular new releases (hello Toby Teapot and Tilly Teacup!) collectors have every reason to keep coming back.

The line enjoys a strong digital following, with fans sharing their collections across social platforms, drawn in by the brand’s contemporary design, emotional connection, and affordability. Retailers can tap into this trend with a suite of merchandising solutions including CDUs, FSDUs and vibrant POS displays that do the selling on site.

The Barbie team is celebrating the UK launch of its latest Fashionista doll with Lila Moss, who as a role model and type 1 diabetes (T1D) advocate is honoured with her very own one-of-a-kind Barbie doll made in her likeness. This doll features a circular white Continuous Glucose Monitor (CGM) on her arm, a square white Insulin Pump pod attached to the top of her leg, and technology in her handbag to monitor insulin levels. The Lila Moss Barbie doll is wearing a look based on Lila’s own look and style, featuring a black halter-neck mini dress, tousled blonde hair, minimal gold jewellery, and her signature black biker boots.

The Barbie team worked closely with Breakthrough T1D (formerly JDRF), the leading global type 1 diabetes research and advocacy organisation committed to accelerating lifechanging breakthroughs to cure, prevent, and treat type 1 diabetes and its complications.

NEW

Sparking hands-on curiosity

SCIENCE MUSEUM

020 8856 4699 | sales@funtimegifts.co.uk www.funtimegifts.co.uk

Get ready to stretch, squish and spark curiosity! The new Science Museum Materials Science range is here – an exciting, hands-on collection of science toys that combine sensory play with real scientific discovery. Developed under licence with Funtime Gifts, this collection is built to wow kids and kidults.

This isn’t just slime, it’s science you can touch. Packed with colour, texture and surprising transformations, the range explores everything from gravity and polymers to nonNewtonian fluids and chromism (that’s colour changing to the rest of us). Each toy is designed to turn everyday science into jaw dropping, joy sparking experiments.

From bouncy ball-making kits that harness the power of polymers, to revealing chromism through colour-changing putty, every product includes fun, digestible explanations of

Smart games on the go

SMART TOYS & GAMES

01903 885669 | uk@smart.be | smarttoysandgames.co.uk

SmartGames, the multi-level logic games specialist, is launching new travel and compact games into its evergrowing collection. FishTricks and Apple Puzzler are two new fun and engaging additions to the range, guaranteed to keep players amused and puzzled for hours on the go.

Dive into FishTricks, the enchanting new one-player magnetic puzzle game, swimming with 48 challenges. Players aged five and over strategise to place each fish from largest to smallest in the colourful fish parade, while navigating around the luscious lily pad. Fish for solutions to ensure each fish is chasing its smaller mate swimming ahead. Pick a challenge, align the fish and solve the aquatic enigma.

the STEM principles at play. It’s science you can feel, see and do, and that’s what makes it memorable.

The new range includes slime kits, putties, crystal-growing kits, make-your-own bouncy balls and the iconic springy, all backed by the Science Museum’s official STEM badge. This trusted mark means every product is educational, exciting, and rooted in real science.

Perfect for kids aged five-plus, but with strong crossover appeal for teens, tweens and nostalgic grownups, Materials Science taps into the booming kidult trend with brainy toys that don’t take themselves too seriously.

Whether it’s for after-school fun, rainy-day experiments, party bags or even the office desk, there’s a science toy for everyone. Smart, slimy, and scientifically backed, Materials Science delivers big learning through brilliant play.

LeMieux trots out first Toy Rider dolls

FishTricks comes packaged inside a compact tin box with magnetic pieces for play on the go. The magnetic nature of this game means players will never be scrambling to find missing pieces ever again.

Then there’s Apple Puzzler. Draw from the tree of knowledge with this delightfully appealing 3D game. Players age eight to adult must use their concentration to solve this enthralling and challenging pocket-sized puzzle, which puts players’ spatial insight, flexible thinking and deduction skills to the test,

LEMIEUX

02380 814360 | info@lemieux.com | www.lemieux.com

Britain’s fastest-growing equestrian brand, LeMieux, has announced the launch of its first-ever Toy Rider dolls.

Designed to delight pony-mad children everywhere, these beautifully crafted dolls bring the world of LeMieux Toy Ponies to life like never before.

Combining the quality and authenticity LeMieux is known for, the new Toy Riders – Chloe, Olivia, and Maya – are interactive, fully articulated equestrian dolls made for imaginative and educational play. Each Toy Rider features real-feel hair, natural eyelashes, and comes dressed in removable LeMieux riding wear – including helmet and boots. Their posture-correct design allows them to ride LeMieux Toy Ponies authentically, holding reins and resting their feet in stirrups. They are fully self-supporting both on and off their ponies, and suitable for children aged three and above.

Dan Mahoney, LeMieux CEO, said: “Our Toy Riders encourage imaginative, sensory-rich role play, helping children build confidence, empathy,and equestrian knowledge in a fun, accessible way”

Also launching are the mix and match LeMieux rider outfits, in Chilli, Ice Blue, and Hunter Green.

Hasbro CEO claims

toy prices may rise this

Hasbro CEO, Chris Cocks, has said that US toy prices could rise later this year, particularly if higher tariffs take effect. He was talking to CNN’s Audie Cornish, host of The Assignment podcast.

Chris Cocks’ view is that America’s current 30% minimum tariffs on China and apparent agreement to place 20% tariffs on Vietnam’s goods are “pretty significant,” but not unexpected. China and Vietnam are Hasbro’s main international suppliers.

Cocks said on the CNN podcast: “We’ve been around for a while. We take a long-term view of things, and so our general reaction is be agile, but don’t overreact.”

He continued: “I would expect if prices are going to be raised across the industry, the consumer will probably start to see them in the August-through-October timeframe, just based on the production timelines associated with toys. Toys typically take three to five months to hit store shelves after a retailer places orders for them.”

In an NBC report, President Trump responded: “I didn’t hear anything about Hasbro. I don’t care about their prices.” He

autumn

added in a later comment: “If they make their toys here, if they made their toys here, they wouldn’t have a price increase.”

Cocks said that about half of Hasbro’s products are made in the US. Over the past few years, Hasbro has shifted production to reduce reliance on China, increasing output in the US, Vietnam, Turkey and India. The company has also increased domestic production of board games in Massachusetts.

Trump has urged companies to manufacture in the US to avoid tariffs, a shift Cocks said is realistic for Hasbro. He pointed to Magic: The Gathering, a billiondollar card game, that is already made in North Carolina and Texas.

Relocating more manufacturing to the US remains challenging. Labour is a significant cost and, unlike other industries, toys often require fine detailing by hand. That makes automation harder.

Cocks said: “If you took the same toy and manufactured it in the US, labour would make up 80-90% of the cost. For consumers, that means a doll sold for $10 now could cost up to $18 to maintain profit margins.”

Hasbro is better positioned than many in the US toy industry to handle the pressure from new tariffs. Its games division is performing strongly and relies less on overseas manufacturing.

Spin Master loses latest Rubik’s EU trademark battle

Rubik’s Cube owner Spin Master has lost its latest battle against a Greek rival as Europe’s second-highest court annulled trademarks related to the shape of the famous puzzle.

The story began when Verdes Innovations SA challenged trademarks registered by the Rubik’s Cube’s then-owner between 2008 and 2012. Verdes argued that the design wasn’t just iconic, it was functional too.

Spin Master took its case to the Luxembourg-based General Court after Verdes Innovations, which makes puzzle cubes under the V-Cube brand, asked the EU trademark office to invalidate several trademarks registered by Spin Master’s predecessor between 2008 and 2012. The court backed the Greek company, saying Rubik’s Cube trademarks had been registered contrary to EU law.

Toy Fair building fast for 2026

Toy Fair will return to Olympia, London, from January 20-22 2026 for its 72nd show. With approximately six months to go, demand for exhibition space is already very high, driven by a strong returnee rate and keen interest from new applicants. The Gold Zone, which houses the smallest stands – and often is the spot to find hidden treasures – is already sold out, and there is limited space available across both levels in the rest of the halls.

The British Toy and Hobby Association (BTHA), encourages any companies still thinking about exhibiting to apply soon.

Exhibiting at Toy Fair provides companies with the first opportunity of the year to showcase their new product ranges in person to buyers, licensors, inventors, media, influencers and the wider toy industry, all under one roof. An expansive range of retailers attend the show including John Lewis, Smyths Toys, TK Maxx, The Entertainer, Toymaster, B & M Retail, Tesco, The Works, and Aldi.

In the latest ruling the EU judges confirmed that the cube’s shape and six-colour scheme are essential for play, hence upholding an earlier decision to annul several EU trademarks related to the puzzle toy.

Spin Master said it will further its battle to protect the Rubik Cube trademarks.

A high number of exhibitors are returning after a successful 2025 show. These include The Lego Group, Target Darts, Playmobil UK, Connetix, Galt (part of the Jumbo Group), Vivid Imaginations, Toytopic and House of Marbles, among many others. The event continues to attract a broad mix of companies, from large renowned brands through to SMEs.

Debra Tiffany, marketing manager at Brainstorm, said: “We have exhibited at Toy Fair for many years now, moving from a small stand to a bigger, more central position a few years ago. We absolutely love everything about the show – the atmosphere is always brilliant and is a testament to the organisation and closeknit toy community. As well as enabling us to organise meetings with key retailers and partners, we always write new business, so it’s definitely a must-attend on our trade show calendar.”

For exhibition or general enquiries, contact rebecca@btha.co.uk or call 020 7701 7271. For sponsorship enquiries, contact majen@btha.co.uk. www.toyfair.co.uk

Kids Industries reveals fandom is a family affair

New research from family marketing experts Kids Industries (KI) reveals that fandom is no longer a solo pursuit. Families today aren’t just consuming together – they’re actively sharing, shaping and spreading the fandoms they love across an everwidening range of categories.

In a major UK and US study of 2,000 respondents, the insightled agency found that:

■ 75% of families actively share fandom moments

■ Only 1% of parents say they’re always the one introducing new fandoms – in 89% of families, discovery is either shared or driven by kids

■ Families who share fandoms are significantly more likely to buy merchandise, engage online and recommend brands to others

These ‘fandom families’ are more engaged at every touchpoint. Compared with solo child fans, families who co-fan are:

■ 33% more likely to watch official shows and films

■ 18% more likely to play with toys or physical games

■ 16% more likely to wear branded apparel

■ 5% more likely to attend live brand experiences

Gary Pope, CEO and co-founder of Kids Industries, said: “When we think of fans, we often think of the superfan or geek. But fandom is increasingly something that lives in the home, that’s shared between generations, and that families actively celebrate together. That makes them brand amplifiers – and brands need to take that seriously.’’

The Works enhances toy and craft ranges

The Works has boosted its toys, crafts and book ranges in recent years, refreshed dozens of stores, as well as delisted from the Stock Exchange to save on costs and deliver value for customers. It’s part of a strategy to establish itself as an affordable retailer providing entertainment for the whole family.

In a wide-ranging interview with the Retail Gazette, The Works CEO, Gavin Peck, said that the retailer has been revamping its core crafts and toy ranges in recent months, which has seen the introduction of well-known brands including Crayola, Peppa Pig and Squishmallows to some of its stores. Lego is also on the wish-list, though “the margins on that are really tight’’.

The company has used its bigger stores to trial new products and range extensions that are then introduced to the rest of its estate if they land well with customers.

Peck said the business has also started releasing “more trend-led” crafts. With a stronger product offer, it is looking to promote its new strategy with the launch of its Time Well Spent tagline, which focuses on promoting screen-free fun.

Peck noted that there are positive results from the new tagline, explaining that one of its newsletters featuring the term ‘screen-free activities this half term’ delivered a 70% uplift in revenue compared with a generic ‘February half term, big brands for low prices’ one.

Confirming the success of the strategy, on July 22 The Works posted a 58% jump in adjusted EBITDA to £9.5m for the year to May 4 2025, as its turnaround strategy delivered a sharp uplift in underlying profits.

TOYS NO LONGER JUST FOR BIRTHDAYS AND HOLIDAYS

Jennifer Lynch of The U.S. Toy Association looks at how toymakers are turning everyday moments into milestones through play

Toys ignite a child’s imagination offering limitless possibilities. They also reflect cultural and societal trends unfolding within a generation.

From sports tournaments to concerts, today’s families are finding new reasons to celebrate – and play – with toys that reflect life’s everyday milestones and cultural touchpoints.

Dubbed ‘A Reason to Celebrate’ in The Toy Association’s 2025 trend report, this theme reflects how toy companies are capitalising on consumer’s desires to mark the moment, whatever the moment may be. Halloween is now a summer-season retail event, kicking off as early as July. Meanwhile, pop culture events such as Taylor Swift’s record-breaking Eras Tour have inspired whole aisles of celebratory toys, crafts, and dress-up items.

Kristin Morency Goldman, senior director of strategic communications at The Toy Association, said: “Whether it’s the World Cup, Lunar New Year, or a Taylor Swift tour stop, families are using toys to build memories, commemorate favourite moments, and create shared traditions. Grown-up collectors, kids, and parents are all finding value in toys that let them connect over shared pop culture or personal milestones.”

Seasonal and occasion-based shopping is also driving earlier purchasing behaviour and opening the door to more limited drops, co-branded collections, and curated in-store displays that align with social moments and fandoms. These moments aren’t just promotional—they’re emotional. For shoppers, toys now help mark what matters.

Here’s a sampling of products tapping into A Reason to Celebrate: With AMAV’s Mini Maker Party Sets, kids can design tableware, cure it with the UV oven, and build their our mini birthday scene or tea party settings using the packaging.

Blue Marble’s Halloween Dig Kit lets kids dig into skull- and pumpkin-shaped bricks to discover ghost, skull, bat, and mummy figures hidden inside.

The Italy Lego Postcard features iconic landmarks such as the Leaning Tower of Pisa, the Rialto Bridge, and Positano – perfect for display or gifting to travel and architecture fans alike.

The Disney Store’s Star Wars C1-RN8W Droid Factory Pride Collection figure is a rainbow-hued astromech inspired by the Star War’s droid Chopper and designed to honour inclusivity and individuality.

The Fun In Motion Toys x Meow Wolf Shashibo collection features exclusive designs inspired by the art and entertainment company’s immersive and interactive art installations.

Diamond Art Club’s Gem Halloween House lets families craft a sparkling, candle-lit masterpiece that doubles as festive décor for spookiest celebrations.

The Toy Association tracks what’s happening in the toy business, in other industries, at retail, and with kids and families to uncover the hottest trends shaping how children like to play. Its team of trend experts meets with hundreds of toy companies throughout the year to preview what’s new and next in the world of toys and games.

To learn more about all the toy trends poised to shape the play landscape this year and to watch our full 2025 Toy Trends Briefing, visit toyassociation.org/trends.

Remembering Alan Hassenfeld

TnP’s ever-sprightly founder Malcolm Naish remembers Alan Hassenfeld, former CEO of Hasbro, who has died at the age of 76.

Malcolm said: “Everyone loved Alan, he was a kind, gentle and inspirational gentleman. He loved visiting London and he joined our Survivors Club very early on and attended several lunches, the last one being in November 2024.”

Hasbro was founded in 1923 by Alan’s grandfather. Known initially as Hassenfeld Brothers, the company sold textile remnants but expanded into school supplies and later toy manufacturing under the Hasbro name in the 1940s.

Alan was born in 1948 and after attending the University of Pennsylvania, returned to join the company in 1970. He began in sales and marketing positions and was named president in 1984. Following the death of his brother Stephen, he became chairman and CEO in 1989, a role he remained in until 2003. During his tenure, he guided the company through growth and acquisitions, including Tonka in 1991, which had acquired Kenner four years earlier. The 1998 acquisition of Tiger Electronics announced on the first day of Toy Fair that year made headlines throughout the international toy business. A year later, Hassenfeld oversaw the acquisition of Wizards of the Coast.

After stepping down as chairman in 2005, Alan stayed with the company in an advisory, unpaid chairman role until 2008.

Current Hasbro CEO, Chris Cocks, said: “All of us who have ever had any connection to Hasbro today are mourning the profound loss of Alan Hassenfeld, our beloved former Chairman & CEO, mentor, and dear friend. Alan’s enormous heart was, and will remain, the guiding force behind Hasbro –compassionate, imaginative, and dedicated to bringing a smile to the face of every child around the world. His tireless advocacy for philanthropy, children’s welfare, and the toy industry created a legacy that will inspire us always.”

Moose Toys acquires Bananagrams

Moose Toys has announced the acquisition of the Bananagrams global word building game. The move strengthens Moose’s global games portfolio and brings together two family-founded companies with a shared commitment to creativity, innovation, and delivering unique play experiences.

Bananagrams is played by millions in more than 30 countries and 16 languages. The Rhode Island-based company has earned a devoted following with its super-simple rules, fast-paced action, stand-out packaging, and tactile, high-quality gameplay.

Paul Solomon, CEO and co-owner of Moose Toys, said: “Bananagrams shares our family-driven values and embodies everything we represent at Moose. This now instantly recognisable brand brings people all over the world together for connection and play – the same ethos behind all our innovation at Moose. We’ve admired how this amazing team turned a simple idea into a household name, and we see enormous potential to continue its legacy as part of our ongoing strategy to accelerate our growth in the Games category.”

Rena Nathanson, CEO and co-Inventor

at Bananagrams, said: “We are absolutely thrilled that Moose Toys is taking the Bananagrams brand into its next chapter. We’ve always been a small but passionate team dedicated to making games that bring joy, laughter, and connection. Moose shares that same passion, and we couldn’t think of a better partner to continue what we started and take Bananagrams to even more families around the world.”

Since launching its Games division three years ago, Moose has built a $100M business through a combination of acquisitions, licensing, world class partnerships and new product development.

Hamleys celebrates 265 years of top toys

Hamleys has released a list of its top 100 toys of all time as it celebrates its 265th anniversary.

The list includes marbles, tiddlywinks, the yo-yo, the Rubik’s Cube, Nintendo Switch, Sylvanian Families and, of course, Lego.

Hamley’s rich history began with William Hamley, a Cornishman originally from Bodmin, England. He dreamed of opening the best toy shop in the world, which he achieved when he opened his first shop in Holborn, London, in 1760.

Victoria Kay, head buyer at Hamleys, said: “There’s a multitude of purposes behind a toy’s design – it can be educational, encourage roleplay, drive imagination or problem-solving, it can bring comfort or develop hand-eye coordination – there can be so many factors in creating immersiveness.

“We also mustn’t forget that simplicity is often key – the joy of cuddling a doll or storytelling with an action figure or a superfast Hot Wheels car. Combined with a good dose of jeopardy and you

have something truly memorable –think Operation or Kerplunk, Jenga or Buckaroo – they are so simple. I used to panic trying to balance the boot in Mousetrap and be terrified of the noise Operation would make when I got it wrong or just burst with panicky laughter when the Jenga tower finally wobbled and collapsed. Toys like that will last forever.”

Around 20 of the choices are dolls and action figures – Barbie, Sindy and Action Man are all on the list.

www.hamleys.com/hamleys-top-100-hero-toys-of-all-time

Brand Licensing Europe sets 2025 agenda

Brand Licensing Europe (BLE) has shared a first look at this year’s agenda, which is now live and online. In addition to keynote and panel sessions, visitors will notice a major focus on doing business in Europe, and a new Networking Hub.

The agenda features something for every attendee – from those new to licensing and BLE to long-standing, industry veterans. With the online Event Planner now open to all registered attendees, BLE visitors and exhibitors can start planning their itineraries with nearly three months still to go.

New for this year is the Networking Hub featuring sessions in partnership with Licensing International and Licensing Unlocked to help attendees better understand

the French, Italian and German markets, as well as new networking events such as Sip & Share.

BLE event director Ella Haynes said: “This year’s agenda includes a free, inclusive conference programme and networking opportunities, and you’ll notice we are focusing hard on the ‘E’ in BLE. The enhanced European content on our conference programme really embraces this, with lots of sessions designed to help attendees understand key European licensing markets and learn more about doing business with, and in, them.

“Whether you’re new to BLE, or new to licensing completely, or whether you’ve been in the industry for some years, the content on this programme has

The London Card Show returns

Following a record of back-to-back sell-out shows, The London Card Show is making its highly anticipated return this summer and is set to be bigger, better, and packed with more unmissable experiences than ever before. Taking place from August 15-17 at Sandown Racecourse, this leading gathering for collectors will once again welcome thousands of collectors, traders, gamers and fans from across the country.

The show will run across three days, giving enthusiasts even more time to buy, sell, trade, meet their favourite names and immerse themselves in the ever-growing world of trading cards. From Pokémon, Yu-Gi-Oh! and football, or more niche interests such as UFC Disney and many others, the London Card Show is an unmissable weekend for collectors of all ages.

Joining the show as a special guest is Lisa Ortiz,

been designed to work hand in hand with the thousands of pre-planned and spontaneous, business-critical meetings taking place on the show floor.”

BLE runs from October 7-9 at ExCel London.

www.brandlicensing.eu

one of the most beloved voice actors in anime. She’s best known for her iconic performances in Pokémon, Yu-Gi-Oh!, and Sonic X. Fans can look forward to signings, panel appearances, and hearing stories about her legendary career in TV, movies, and video games.

Bulldog announces new licensing deals

With the Bullseye darts game set to return to ITV, Bulldog Licensing has announced a boost for the Bullseye brand as it welcomes the first of many new licensees, including: Rose Marketing – a company that brings novelty and fun to confectionery – is planning a brand partnership that will bring Bullseye-themed sweets including strawberry-flavoured gummy ‘Bullseyes’ and beerflavoured gummy ‘Pints’.

Blues Dress-up – the newest division of apparel collection designer Blues Group. The new Bullseye dress-up and accessories range for the adult market features both Bully and dartboard-themed costumes.

Bullseye, hosted by Jim Bowen, first aired on ITV in the 1980s, where it peaked at 19.8 million viewers in its 1989 Boxing Day broadcast.

The return to ITV follows the success of the 2024 Bullseye Christmas special, hosted by Freddie Flintoff and featuring teenage darts phenomenon Luke Littler.

Finalists announced for The Licensing Awards 2025

The finalists for The Licensing Awards 2025 have been announced.

More than 4,000 products were entered across the 12 product awards categories, with the finalists being selected by retail buyers.

The buyers included those from retailers such as Asda, B&M, BargainMax, Calendar Club, Cardfactory, Character.com, Dobbies, Forbidden Planet, HMV, Hobbycraft, Iceland, Jarrold’s, John Lewis, Longleat, Marks & Spencer, Matalan, Moonpig, Next, Primark, Sainsbury’s, Selfridges, Tesco, The Entertainer, The Very Group, The Works, TJ Morris and Vanilla Underground.

The best licensed toys or games finalists are:

Barbie Cutie Reveal Care Bears Series from Mattel

Bluey Squishmallows HugMees from Jazwares

Bullseye Games Range from University Games Despicable Me 4 Range from Moose Toys

Disney Chatty Stitch & Angel Deluxe Puppetronic Range from WOW! Stuff

Formula 1 Range from LEGO

Fuggler Lord of the Rings from ZURU

The Gruffalo Wooden Toy Range from JoJo Maman Bébé

Miniverse Harry Potter: Make It Mini Potions from MGA

MoVe Hot Wheels Revver Inline

Scooter from MV Sports

Rubble & Crew Toy Range from Spin Master

Sonic the Hedgehog 3 Movie Range from Jakks Pacific

Stitch Many Moods Plush from Just Play UK

Harry Potter Back to Hogwarts 2025 celebrations

Every summer Harry Potter fans mark the iconic return to Hogwarts School of Witchcraft and Wizardry. Now, nearly a quarter of a century since the first film enchanted audiences, this beloved tradition has grown into an annual global celebration of all things Harry Potter. Wizards, witches and Muggles – wands at the ready! The countdown to Back to Hogwarts has begun, and this year’s festivities are set to be more magical than ever.

20 Years of Harry Potter and the Goblet of Fire – Celebrate two decades of Triwizard Tournament thrills with special Back to Hogwarts screenings of Harry Potter and the Goblet of Fire in cinemas worldwide.

Magic Meets Snapchat – Watch as your Bitmoji interacts with friends’ Bitmojis in four different iconic Harry Potter scenes – Hogwarts Letters at the Dursleys’, Platform Nine and Three-Quarters, Putting names into the Goblet of Fire, and the Wizard Chess scene from Harry Potter and the Philosopher’s Stone.

Fan Festivities – Look out for celebratory Back to Hogwarts themed moments at Harry Potter destinations around the world – including park lands at Universal Destinations & Experiences, Warner Bros. Studio Tours, and various Harry Potter travelling experience locations globally.

With a new HBO Original TV series based on the Harry Potter books on the way, this extended world continues to provide the community with fresh and exciting ways to interact. For its global fans, and for generations to come, it invites everyone in to find the magic for themselves.

Nuremberg 2026: Specials and smart services

Whether brand presence, new customer acquisition or trends to try out – the Specials at the 75th Spielwarenmesse in 2026 offer ideal opportunities for a strong positioning in the market. From January 27-31, exhibitors will also benefit from an optimal hall structure that reinforces synergies between product groups and strengthens the visitor experience. Free services such as product placements, networking formats and digital tools provide targeted support for attendance at the trade fair.

Special areas with appeal allow visitors to discover trends, reach new target groups, and experience products. The Spielwarenmesse Specials are central contact points for trade visitors and offer exhibitors a stage with high visibility. The trade fair will once again focus on Toy Trends and Toys for Kidults in 2026. Innovations, strong brands and relevant content will be presented with impact. A special highlight is the action area, which invites visitors to try out ride-ons, scooters and balls.

Christian Ulrich, Board spokesperson at Spielwarenmesse eG, said:

“With our Specials, we create eye-catching theme worlds that enable exhibitors to present their products in a targeted manner and at the same time continuously enrich the visitor experience.”

Exhibitors also benefit from a comprehensive portfolio of free services and effective measures to address specific target groups. These include applications for the Toy Award, participation in the Toy Pitch at the Toy Business Forum and the presentation of new products in the digital What’s New Guide.

Will Sharman joins STC Group.

Toy industry stalwart Will Sharman is bringing his decadeslong experience in the toy industry to the Hong Kong Standards and Testing Centre (STC Group).

Newly appointed as UK-based business development director, Sharman will spearhead STC’s business development in the UK, EU and regional markets with strategic importance to the group’s global presence within the toys and children’s products and house and homeware sectors.

Sharman said: “I have always been passionate about product testing and STC Group are fast becoming recognised globally, offering a one-stop solution for companies.’’ Established in 1963, STC is an independent not-for-profit organisation, providing over 60 years of testing, inspection and certification expertise. It offers a wide range of conformity assessment services for a myriad of products.

Petron Sureshot Crossbow wins at Outdoor Toy Awards

Petron’s Sureshot Crossbow Target Combo Pack won in the Battle & Blaster Toys category at 2025’s Outdoor Toy Awards.

Lee Crocker, Petron’s Rest of the World supremo, said: “We are really excited to have won this award. It sits nicely with the other two awards we won over the past 10 years (Independent Toy Awards & The Toy Verdicts Award). The Sureshot Range is a firm favourite with our customers and goes from strength to strength.”

Monopoly is 90. That’s not 90 quid, The Angel Islington cost more than that – even in 1935. Monopoly’s early and complex history actually goes back to 1903, and there were various versions between then and when Parker Brothers acquired the rights from the then owners who were calling it The Landlord’s Game. The Parker launch featured a new design and a switch to the Monopoly name.

Parker Brothers began licensing the game for sale outside the US in 1936. In 1941, the British Secret Intelligence Service suggested that John Waddington Ltd, the licensed UK manufacturer, create a special edition for World War II prisoners of war held by the Nazis. Hidden inside these games were maps, compasses, real money, and other objects useful for escaping. They were distributed to prisoners by fake charity organisations.

In 1991, Hasbro took over Parker Brothers and, of course, Monopoly. It has launched a number of special editions since. These include a celebration of its own 100th birthday in 2023 and, of course, the game’s own 90th this year. The 2025 birthday board upgrades the classic gameplay experience with improved features including larger tokens, houses, and hotels.

The rules, of course, remain the same – the player with the most cash at the end after bankrupting everyone else wins.

The month in numbers

A bit of a departure this month as we dive into a celebratory array of film, game and toy birthdays and anniversaries. To sign up for the daily news bulletins please go to www.toysnplaythings.media

Cinderella is celebrating her 75th anniversary – well, of the 1950 Disney film at least. There have been many previous versions going all the way back to France’s 1899 Cendrillon directed by Georges Méliès. Many since too; in fact there have been 24 films from various countries between 1899 and now. And then there are the TV programmes, ballets, musicals and opera. Busy girl that Cinderella.

Slinky – the classic metal toy that walks downstairs, alone or in pairs – turns 80 this year and retains its title as one of the hottest pocket money toys, with its addictively fun, repeat play pattern. It was invented and developed by American naval engineer Richard T James, and was successfully demonstrated at Gimbels department store in Philadelphia in 1945. It was an instant hit, with the first 400 units being sold in 90 minutes for $1 each. One year later, Slinky was introduced at New York Toy Fair, and at the turn of the century it was inducted into the US National Toy Hall of Fame. In the year of its 75th birthday, 2020, Just Play acquired the Slinky brand.

Slinky has been used as a classroom teaching tool and even as a portable and extendable radio antenna in the battlefield – particularly in the Vietnam War.

Jaws, released in 1975 and adapted from Peter Benchley’s book, was the prototypical summer blockbuster, and won several awards for its music and editing. It was the highest-grossing film in history until the release of Star Wars two years later. Both films were pivotal in establishing the modern Hollywood business model, which pursues high box-office returns from action and adventure films with simple high-concept premises. All released during the summer in thousands of cinemas.

The film was mainly shot on location at Martha’s Vineyard in Massachusetts in 1974. It was the first major motion picture to be shot out on the ocean, and had a troubled production, which caused it to go over both budget and schedule. The mechanical sharks were unreliable and frequently malfunctioned. This caused Spielberg to take the key decision to hint at the shark’s underwater presence using the famously ominous and minimalist theme music – created by composer John Williams – to foreshadow its impending appearances.

Digital-first parents redefining brand expectations

Understanding today’s parents is as crucial as knowing what their children want. In 2025, rising costof-living pressures, evolving media habits, and shifting developmental priorities are reshaping how families play, spend, and connect, which impacts product choices at home

Shifting priorities in a changing economic climate

In 2021, just 15% of parents with toddlers cited issues related to money and finance as their top concern. Today, that’s nearly doubled to 30%, reflecting multifaceted financial anxiety beyond income to the broader economic environment families navigate.

Yet instead of pulling back, parents are spending more intentionally, seeking brands and products that deliver emotional and developmental value, not just entertainment.

What parents want from play

Creative skills have overtaken social skills as the top developmental priority for parents of kids under two. Creativity rose from 17% in 2021 to 25% in 2025, while social skills dropped from 24% in 2023 to 16% in 2025. Other areas such as cognitive development, physical activity, and independence, remain flat or declined. This signals a growing emphasis on imagination, expression, and open-ended thinking over traditional academic milestones.

This aligns with heightened concern for emotional wellbeing: 76% of parents of toddlers say it’s important

Playisno longerabreak fromlearning but a valuable toolto aid it “ “

to teach mental health and wellbeing – a notably high figure for such young children, signalling a shift in parenting culture towards emotional literacy. Play is no longer a break from learning but a valuable tool to aid it. A total of 75% believe roleplay supports learning, 66% value unstructured play, and 55% see video games as educational, indicating a growing acceptance of digital play when it’s perceived as meaningful. Educational value increasingly drives purchases, with 71% of parents actively seeking out toys and products that feel enriching, even during leisure time.

Screens are helpful, but heavily debated Smartphones anchor family life, used by 82% of parents with under-twos. They are more than communication tools, they are entertainment hubs and parenting lifelines, with 56% using them for social media and 45% for video calls and playing games. TVs remain the preferred screen for films (50%) and TV shows (48%), reflecting lean-back family viewing at home.

Smartwatches are on the rise, up 29% since 2021, meeting demands for quick, on-the-go access to schedules and health notifications. Meanwhile, smart speaker use dropped 8%, likely

This month’s Insights Family piece is from a recent presentation at the BPIA (Baby Products Industry Association) general meeting.

The key takeaways from the presentation are:

■ Parents are less worried about global issues – and more concerned with finances, mental wellbeing, and creativity-led development.

■ Parents are curating digital ecosystems – for both themselves and their children –mobile and visual-first platforms dominate.

■ Family time is increasingly digital – with an emphasis on content that is co-consumed and interactive.

■ Parents want emotionally and practically valuable products – validated by peers, and find them online – especially via mobile.

Scan the QR code to download your free copy of the presentation slides.

replaced by screen-based devices with voice functionality.

Video and visual-first platforms lead consumption. YouTube (87%) tops the list, confirming its dominance across all age groups – not just for kids, but also for parents; likely for entertainment, parenting content, and co-viewing. Instagram (81%) and TikTok (72%) follow closely, showing that visually driven, scrollable content is a key part of parents’ media mix.

Facebook holds strong – Facebook (85%) and Facebook Messenger (77%) – probably due to community groups, Marketplace, and staying connected with family. Platforms such as X, LinkedIn and Pinterest serve as identity moments beyond parenting (work, hobbies, creativity), while Reddit, Discord, and Twitch are niche or skewed by gaming-focused parents.

Six platforms have over 60% weekly use. This suggests that parents aren’t loyal to one platform; they’re juggling several that serve different purposes (info, entertainment, connection). The move away from traditional TV continues as parents embrace diverse formats and embed social media deeply in everyday life for both practical needs and emotional escape.

Where families spend time together Millennial and Gen Z parents are reimagining quality time as a family. Shared TV watching rose from 21% in 2021 to 28% in 2025 – now the top coactivity. Eating out is also increasing, reflecting greater comfort in taking young children into social settings – still potentially a post-pandemic rebound. Being active outdoors declined from 30% to 23%, and co-playing with toys dropped from 30% in 2022–2023 to 18% in 2025. These changes may stem from time pressures, indoor lifestyles, or children’s shifting preference for digital experiences. Reading, music, and creativity remain stable but low, while video games rose from 8% in 2023 to 14% in 2025, signalling growing comfort with shared digital play.

About The Insights Family

Discovery, trust and influence in the digital age

Social media plays a direct role in commercial behaviours. Between 2023 and 2025, there’s been a rise in parents using social platforms to discover new products (up 52%), follow brands they like (up 51%), seek parenting advice (up 21%), and research products (up 18%).

Parents now actively seek reassurance, credibility, and connection from brands on social media. Trust increasingly depends on real voices and lived experiences. Peer and expert validation have grown in importance, with reviews on social channels up from 15% to 27% since 2021, and specialist child product reviews up 33% from 21% to 28%. Traditional media still holds the most trust among parents of one-totwo-year-olds when it comes to product and brand recommendations, with 38% finding TV ads more trustworthy than social platform ads, which stand at 26%.

The new shape of retail Amazon and supermarkets still lead but are losing ground. Spending dropped 7% and 5%, respectively, since 2021. Meanwhile, specialist and purposedriven outlets grow, with bookstores up 50%, specialist baby stores up 47%, and arts & crafts up 26%.

Parents seek emotionally and

“Brands must become parenting alliesby providing content, advice, community, and convenience

“

Their choices are driven by a mix of emotional and practical needs. While cautious about screen time, they are not opposed to it, especially when it supports creativity, social connection, or mental wellbeing.

Having a well-known brand or awardwinning product is no longer enough. Parents want to know what other parents think. They turn to forums, reviews, and real testimonials. Emotional reassurance – the feeling that a product will help them do the right thing – often drives the final purchase decision. Brands must become parenting allies by providing content, advice, community, and convenience.

practically valuable products validated by peers, increasingly found online, especially via mobile devices.

What it means for brands

Today’s parents are digital-first decision-makers. Social media, YouTube, and online reviews now shape much of their discovery and purchase journey, with research often starting long before they buy.

The Insights Family is the global leader in understanding the next generation of consumers and their families, providing real-time data on their attitudes, behaviours, and consumption patterns. By engaging with circa 800,000 family members from 22 countries each year, we interview a new family member somewhere in the world every 45 seconds, giving a voice to 60% of the world’s population and 85% of the global economy.

Strategic actions to stay relevant Position products as tools for emotional connection and development – it is not just what the product does but how it makes parents and children feel. Products that promote calm, creativity, bonding, or confidence cut through. Design for ‘mental load’ relief – Brands can differentiate by supporting parents’ wellbeing through simplicity, reassurance, and helping them feel in control.

Champion unstructured play and flexibility – Avoid rigid claims about milestones or achievement. Instead, highlight how your product supports exploration, imagination, and interaction. Embrace wellbeing credentials – Ecofriendliness, safety, low-toxicity, and comfort features that support physical and mental health are becoming more influential in purchase decisions.

theinsightsfamily.com/bpia-2025presentation

What’s on at UK’s biggest seasonal showcase

From first-time exhibitors to trend-led pavilions and immersive networking spaces, Autumn Fair returns to Birmingham in September with its most enriched and energising edition yet

Each year, Autumn Fair celebrates the Great British High Street by connecting 12,000 buyers with more than 800 British and international suppliers. Hosted at the NEC Birmingham from September 7 to September 10, it’s the perfect time to stock up on trendsetting gifts just in time for the festive season.

Carefully curated to help retailers explore and shop with ease, Autumn Fair spans destinations across toys, gifting, fashion, lifestyle, and home. Discover Kids, Toys & Play, Home, Living & Décor, The Summer House Edit, Gift, Beauty & Wellbeing, Greetings, Party & Celebration, Everyday, and in Moda x Pure Clothing

& Footwear, Fashion Accessories, and Jewellery & Watch.

This year’s show is already breaking records, with a significant percentage of newto-show brands and exclusive exhibitors. Hundreds of sought-after brands will be on show including in the Kids, Toys & Play section: Asmodee UK, Coiledspring Games and VR Distribution, Bigjigs Toys, Brainstorm, Cheatwell Games, Halilit, Hippychick, House of Marbles, Inside Out Toys, Intelex, Keel Toys, Orange Tree Toys, Padgett Bros, Plus-Plus, Smart Toys & Games, Thames & Kosmos, Ty UK, University Games and Lagoon, and Winning Moves.

The popular New Business Pavilions offer a dedicated platform for first-time exhibitors and small businesses. Situated across the show’s Home, Gift & Fashion sectors, they’re a brilliant discovery zone for buyers on the hunt for something fresh and original.

Food gifting is booming, and Autumn Fair now has a whole new space to celebrate it. ‘Taste at Autumn Fair’ in Hall 5 is a new product pavilion to meet the industry’s growing demand for food and drink gifting, with live sampling, and gifting galore. Confirmed brands include Spice Kitchen, Cocoba Chocolate, Chococo, Popaball, The Chocolate Gift Company, TTK Confectionary, Sweets by Zoia Kulesh, and Stylish Whisky.

But Autumn Fair isn’t just about what

you buy. It’s about a host of experiences to enhance your visit, from retail masterclasses to networking retreats. Retail Corner is a hub for trend talks, trend forecast presentations, and practical sessions. The mini stage will facilitate a myriad of sessions from merchandising masterclasses to Pitch Live competitions.

Buyers Retreat is an ambient oasis off the show floor exclusively for buyers to unwind and regroup. Buyers will also be able to take part in daily Retailer Social Workshops, providing a mix of creative ideas and problem-solving for buyers.

All buyers can take advantage of the buyer’s benefit package saving £30-plus per day, which includes free parking, complimentary tea, coffee and water, and subsidised cloakrooms (£1 per item).

And look out for Autumn Fair’s new partnership with SaveTheHighStreet.org: Retail Makeover Mission. This is an exciting new initiative championing independent retail innovation and resilience.

To benefit from exclusive offers including discounts off hotels and 20% off Avanti train travel, register now at www.autumnfair.com/ visitor-registration. Don’t miss your chance to be part of the UK’s ultimate buying event at the heart of retail’s peak season.

What: Autumn Fair

Where: NEC Birmingham

When: September 7-10

Web: www.autumnfair.com

• Age 8+ • MESH Accredited • Full marketing programme The spring-loaded logic game that sends cats ying!

What’s the game plan?

TnP speaks with leading figures across the sector to explore what’s selling, what’s coming, and why now might just be the most exciting time to be in games

In a market as dynamic as games and puzzles, keeping pace with the hits, trends, and shifting tastes of players is both an art and a science. From explosive bestsellers to creatively daring newcomers, the UK games industry continues to evolve – buoyed by a renaissance in design, growing consumer appetite, and one of the world’s most vibrant board game expos.

Unsurprisingly, the biggest names continue to dominate store shelves. Fast-paced party games such as Dobble and Taco Cat Goat Cheese Pizza remain perennial favourites, with Emily Catchpole, senior national account manager at Asmodee, describing them as “super accessible, quick to pick up, and offering genuine long-term appeal – not just flash-inthe-pan success’’. Asmodee’s trading card sector is booming too, with Pokémon, One Piece, and Star Wars Unlimited flying off the shelves.

“But beyond the giants, new and emerging titles are generating real buzz; Asmodee’s Hues and Cues and Flip 7 –the latter a Spiel des Jahres nominee – are winning hearts. Catchpole also teases the upcoming Brick Like This, a collaborative game with Lego, as a likely standout.

Fans lined up to demo our new Disney Lorcana TCG items from the second the doors opened – the response from our growing fan community is just incredible

”Katy Fletcher, head of marketing and product development, Ravensburger

At Bigjigs Toys, traditional options remain strong. Managing director Liz Ireland highlights Animal Shut the Box, a colourful twist on a classic for younger players, as a personal favourite: “It has fabulous artwork and there’s opportunities to talk about animals and colours as you play.’’ Ravensburger UK continues to ride the wave of success in both 2D and 3D puzzles. Katy Fletcher, head of marketing and product development, points to the popularity of series-based collections such as My Haven and novelty hits such as the 3D

Stitch with Ears puzzle. On the games front, Oh My Pigeons, a quirky social party game launched in late 2024, is, she says ‘‘off to a flying start this year if you’ll pardon the pun! It’s a clear bestseller for us already this year’’.

For Thames & Kosmos, the Exit series – including the bestselling advent calendars, and puzzle hybrids – remains

FEATURE

a cornerstone. Yet national account manager Andy Morris singles out Drop It! as an underrated gem: “It’s simple, fun, and universally appealing. I’ve seen four grown men squealing like children playing it!”

Over at Zatu Distribution, it’s all about innovation. Kinfire Delve, a compact dungeon crawler, and Kelp, a unique asymmetrical battle between shark and octopus, are winning fans fast. Racing Line, a strategic Formula 1-inspired game, is also proving popular. “We only launched at UK Games Expo in June,” says trade marketing manager Rob Trounce, “but the reception has been incredible.”

While the UK games market has traditionally leaned on classics, there’s a growing appetite for ‘‘creativity, fresh formats, and experiences that go beyond the usual suspects’’, says Asmodee’s Emily Catchpole. “We’ve worked hard to shine a spotlight on modern, innovative games,” she adds, noting the UK’s increasing openness to creative formats once more commonly embraced in France or Germany.

Regionality matters too; Ravensburger’s Bicester puzzle development team has responded with locally-inspired puzzles and regional artwork, something Katy Fletcher says retailers are “really enjoying celebrating, and championing regional artists in puzzles’’.

The post-lockdown boom continues to propel board games forward. “There’s been no slowdown,” says Andy Morris at Thames & Kosmos, although he acknowledges that the explosion of Kickstarter titles briefly diluted the landscape. Now, he says, the market is stabilising – and stronger than ever.

University Games’ Mark Jones adds a uniquely British wrinkle: the unpredictable weather. “Rarely are we

prepared for long periods of sun and the demands for outdoor toys such as paddling pools and water guns, so all of a sudden, the tap gets turned off for games and puzzles and sales dry up.

Equally, as the sun never lasts, we then have to scurry around for games and puzzles to occupy the children indoors when the rain appears and this is where we can excel – from magnetic travel games to board games that children and parents recognise and love, we can really help retailers fill that gap when it’s needed most.”

Keeping customers happy

Moving on to retailers, with such a broad customer base, how do suppliers keep everyone happy?

Bigjigs MD Liz Ireland says that the company is lucky to have an ‘‘exceptionally broad catalogue, which means there truly is something for everyone. Whether you’re looking for quick-play family games, deep hobby experiences, party hits, or collectible trading cards, we’ve got it covered.’’

Connections are important, too – ‘‘we stay connected to our audience through a strong calendar of trade and consumer events throughout the year, where we meet buyers, retailers, and fans faceto-face. These moments are crucial for showing off our newest products and understanding what different communities are excited about.

‘’For the smaller independents we are that valuable, reliable and trustworthy supplier who delivers on time. But for those accounts that want a bespoke managed solution of unique design and own packaging, our extensive range demonstrates such a variety of production that we can manage that too.’’

For Ravensburger, personalisation

Latest trends

When it comes to what’s popular, there’s a clear consensus: two-player games are trending. Whether it’s for couples, roommates, or travel play, compact, engaging formats are rising fast. “Perfect for short bursts of play,” says Asmodee’s Emily Catchpole, who also notes a shift toward ‘cosy games’ – titles with relaxing themes, aesthetic appeal, and gentle mechanics, echoing trends in video games and lifestyle culture.

Zatu’s Rob Trounce sees a dual rise: not only in intimate two-player experiences but in largegroup games too as everywhere from ‘‘pubs to community centres start to host regular board gaming nights’’. Meanwhile, Ravensburger is tapping into speed puzzling with its new Speedy Puzzle concept, and doubling down on comedy puzzles, such as the popular Ray’s Comic Series. Kidulting remains a strong current in the market. From Star Wars and Lord of the Rings for Asmodee and Star Wars, Marvel, Harry Potter for University Games and Lagoon, whose Football Stadium 3D puzzles are licensed products that bridge generations. Mark Jones of University Games and Lagoon sees this continuing well beyond 2025, alongside demand for educational play. “Educational value will always be sought after,” he notes, especially in the preschool segment.

And with the festive season always driving a party game boom, co-operative games are also gaining traction. Thames & Kosmos’ Andy Morris suggests that players may be leaning towards less adversarial options – “I wonder if that’s because of all the family rows people have over their annual Christmas game of Monopoly!’’

“ ”

We’ve worked hard to shine a spotlight on modern, innovative games

Emily Catchpole senior national account manager Asmodee

is key. Fletcher describes a “no onesize-fits-all” approach, with diverse merchandising options and digital tools.

‘‘We pride ourselves on building strong relationships with our retail partners and in so doing we aim to work with them to build a programme that works for their unique setting and customer base.’’ Plus initiatives such as its retailer summits for Disney Lorcana help build strong brand partnerships.

Thames & Kosmos takes a curated approach. “Most of our games are aimed at and are attractive to the hobby shop market, and this is where most of our revenue comes from,” says Andy Morris. “As the larger retailers are realising how attractive the board game genre is, we are able to build our brand in the high street, but as our games are quite high end, we haven’t achieved any success in the grocers market as yet.’’

Asmodee

Drop It! is simple, fun, and universally appealing. I’ve seen four grown men squealing like children playing it!

”

Andy Morris national account manager Thames & Kosmos

The company is careful with catalogue flow, too, making it easy for buyers to find titles relevant to their market.

University Games’ Mark Jones takes a boots-on-the-ground strategy: “We strongly believe that in a time when many companies are reducing sales teams or losing them altogether that we should provide all of our customers –new and old – with the best service we possibly can. Our team of area managers want to build long-term relationships with customers, develop trust and grow the business by offering strong product ranges with great pricing. They are constantly working on their knowledge of our products, the wider market and our competitors’ lines so that whether or not you’re a garden centre, toy shop, or gift shop they’re in a place to offer you the best support and advice available.’’

A golden era

suppliers are producing products that are quite frankly ‘cheap’ but when you look at what’s inside it doesn’t represent value, it doesn’t leave the customer satisfied.

‘’Surely what retailers should be striving for are products that when a family or child open and play them, it makes them happy, makes them feel they got value for money and most importantly makes them want them to go back to that retailer and buy another item.

‘’We will continue to strive to offer good value for money and produce fun, engaging and educational games for our retailers and their customers; there are other good suppliers out there trying to do exactly the same but sadly there are many that are not.

Show time for games

Zatu’s Rob Trounce notes a major milestone: “In 2025, UK Games Expo was officially recognised as the third-largest board gaming event globally – a reflection of how fast the scene is growing here. We’re also seeing national retailers such as Waterstones invest heavily in their board game ranges, treating them as a serious product category. This is a real moment of opportunity for stores to position themselves as champions of this exciting and fast-growing space, and to become go-to destinations for new and returning gamers alike.”

Talking of UK Games Expo, Rob adds it was “the best it’s ever been. What really stood out was how many newcomers we spoke to – people who weren’t veteran hobbyists, but were just discovering the space.

‘’It really brought the statistics to life: this is a market that’s growing rapidly, with more and more people exploring what modern gaming has to offer. It’s an exciting time to be involved.”

So far so positive, so do our suppliers believe the sector is at a creative alltime high?

Emily Catchpole calls it “a golden era for game design’’, with social media ‘‘turbocharging’’ the success of accessible party games and the tabletop space continuing to evolve.

‘‘Whatever your passion – be it WWII strategy (Memoir ‘44), gardening (Pergola), high-speed racing (HEAT), co-op piloting (Sky Team), or even craft coffee making (Coffee Rush) – there’s a game for it. Publishers are expanding their ranges to reflect the diversity and curiosity of today’s players, and that’s fantastic to see.’’

Katy Fletcher agrees, pointing to the flood of innovation at UK Games Expo: “It’s brimming with ideas.” And Liz Ireland believes the children’s area is experiencing similar success.

Andy Morris echoes this sentiment, noting the growing diversity of themes and mechanics, as well as the rise of new designers, and adding, ‘‘there are many new board game clubs, expos and café’s popping up every year’’. But not everyone is convinced.

University Games’ Mark Jones is more cautious. “Retailers are often chasing value products for their customers because that’s what they believe they want, but the issue is the meaning of value often gets blurred. Too many

‘’What’s the saying? “If it seems too good to be true, it probably is.’’

Still, Zatu’s Rob Trounce believes the games design sector is in a renaissance, ‘’not just in terms of innovation, but in broadening the scope of who games are made for. As the audience for board games continues to diversify, so too does the range of themes, mechanics and experiences on offer.’’

Whether you’re looking to stock party games or puzzles, trading cards or co-ops, the UK games industry has never been more diverse, ambitious, or energetic. It’s a space where big names and small upstarts alike are finding room to grow – and where the next hit could come from anywhere.

This is a real moment of opportunity for stores to position themselves as champions of this exciting and fastgrowing space, and to become go-to destinations for new and returning gamers alike

Rob Tounce trade marketing manager, Zatu

Katy Fletcher describes a “fantastic experience” for Ravensburger: ‘‘Fans lined up to demo our new Disney Lorcana TCG items from the second the doors opened – the response from our growing fan community is just incredible. We held large tournaments during the show, which were sold out well before. We gave a first look at our new Horrified Dungeons & Dragons edition, which received a great reception, and our new Gloomies game was one of the most talked-about games at the show too.’’

Andy Morris is also full of praise for the show. “As always, UKGE was bigger and better than its previous year. And we had a great buzz around the Kosmos stand, generated by the Devir UKGE release Transgalactica, and because Kosmos’ UKGE release Australis won both the ‘Best Judges Dice Game’ and the ‘People’s Choice General Game’ awards. We can’t wait for next year!’’

Even companies not exhibiting were compelled to attend. “The buzz around the halls is something else,” says University Games’ Mark . “It’s incredible to see that so many people are so passionate about the industry we’re in, and it gives us the impetus to go out and create more new products to keep them satisfied. I believe that in 2026 our visiting days may be over and visitors may well get to see and play the University Games products at UK Games Expo.”

Disney delights and more for fans

RAVENSBURGER

01869 363800 | sales@ravensburger.com | www.ravensburger.com

Whether first-time players or dedicated fans, there is something for everyone in the recently announced Disney Lorcana TCG Set 9: Fabled, which includes beloved new glimmers from Disney’s A Goofy Movie and more.

The ultimate treasure for both collectors and players, the Illumineer’s Trove contains a full-art storage box, with collectible Booster Packs offering the thrill of opening to reveal new characters and rarities being introduced for the first time in Set 9.

A new Collection Starter Set launches in the final quarter, which is perfect for Disney fans to begin their magical collecting journey.

The set includes four Fabled booster packs with 48 spectacularly illustrated cards and a special Mickey Mouse – Brave Little Tailor portfolio, which holds up to 80 cards. For a little extra sparkle, the set includes a Tinker Bell – Giant Fairy promo card with a stunning glimmer foil treatment.

and Lilo & Stitch editions brings the total in the range to 20.

With the festive season around the corner, collectors will be eagerly awaiting the launch of Roy Trower’s limitededition puzzle for 2025 –Santa’s Grotto Train – which evokes nostalgia with a classic department store grotto image. And UK artists Georgia Breeze and Angela Holland both provide contemporary takes on festive puzzles with London’s Christmas Spirit and Home for Christmas 1,000-piece puzzles respectively.

Further bringing the stunning illustrative style of the Disney Lorcana TCG into the spotlight, a series of six 1,000-piece puzzles will delight TCG and Disney fans alike. Each one of the puzzles in the Glimmers of the Realm series showcases a different ‘ink’ colour from within the world, delivering a rainbow of colourful jigsaws to choose from or collect.

There’s even more to capture Disney fans’ imaginations in Ravensburger’s puzzle offering as the company’s ever-popular Disney Collector’s Edition puzzle series reaches a milestone. The launch of Moana 2

Among the lineup for children’s 2D puzzles for Christmas this year, Ravensburger introduces a new Peppa Pig Christmas Giant Floor Puzzle. This large 24-piece puzzle features new family addition, baby Evie. Children will also love the new Speedy Puzzle range, which adds a playful race element to puzzling – each set includes four 35-piece puzzles and players must race to complete theirs and press the buzzer. They might get an extra challenge or two along the way thanks to the action tokens included.

The magic of Disney Stitch delivered a bestseller in Ravensburger’s 3D Stitch with Ears puzzle, and this is joined

by Angel with Ears 3D puzzle in the second half. And, the company presents an Iconics series of 3D puzzles with a premium fresh look showcasing new and existing hits from its line-up, such as the Lamborghini Huracan and Eiffel Tower.

In social party games, Oh My Pigeons! continues to fly, while there’s a new addition to the category with Match Me If You Can. In this easy-to-pick-up game, players are challenged to read the minds of some highly unexpected items and second-guess what answers their opponents would give. Expect laughter, debate and disbelief around the tabletop with this hilarious game.

Christmas crackers

Collectors will be eagerly awaiting the launch of Roy Trower’s limitededition puzzle for 2025 – Santa’s Grotto Train, plus UK artists Georgia Breeze and Angela Holland both provide contemporary takes on festive puzzles with London’s Christmas Spirit and Home for Christmas 1,000-piece puzzles. For smaller puzzlers, look out for the new Peppa Pig Christmas Giant Floor Puzzle

Disney Villainous Unstoppable! takes inspiration from the hit game franchise, and opens up the world of Villainous for younger players. Featuring many of the elements fans of the series know and love, including deluxe 3D movers, the game is designed for players aged seven and upwards. This time, the action is centred around a shared board, enabling all players visibility of others’ progress in aiming to achieve their evil goal.

Ravensburger’s new Guinness World Records Ultimate Card Game will test players’ memories as they try to answer questions based on a series of real-world records. Designed for ages seven to adult, it’s perfect for family games night with team play at its heart and additional variations to ensure a level playing field for any younger players.

The Horrified game franchise welcomes a hotly anticipated new edition in Horrified Dungeons & Dragons. Fans of the iconic RPG will recognise many familiar features including the included d20 die – a must for Dungeons & Dragons players.

Family fun and brainteasers

UNIVERSITY GAMES/LAGOON

0207 254 0100 | sales@ugames.uk.com | university-games.co.uk

Get ready for Q4 with University Games and Lagoon – with a bestselling line-up of games and puzzles within an extensive portfolio. Boasting more than 700 titles, there’s something for every age and stage, from early preschool favourites to family classics and party games. University Games’ family range is home to some of the most popular, evergreen lines, including Perudo, the renowned liar dice game of both skill and luck; Pointless, the interactive game based on the popular TV show; and Who’s in the Bag, the game of guessing who or what from the clues given. Joining these best-selling lines this year are the TV Classic Bullseye and Buying Time family games.

The latest arrival in University Games’ best-selling children’s range is the super fun Easy Cheesy! This entertaining game centres around a playful mouse hiding in a block of cheese, but if you disturb her hiding place she will nibble your finger.

Quick to learn, easy to play, the super fun Speedy Words and Pizza Party games lead the way as great entertainment for both children and adults alike. University Games also continues to expand its extensive licensed games and puzzles collection, which includes popular brands such as Roald Dahl, Dog Man, Paddington, The World of David Walliams, Horrible Histories, and The Very Hungry Caterpillar.

Licensed for fun

Award-winning line-up

ORCHARD TOYS

01953 859530 sales@orchardtoys.com www.orchardtoys.com

Orchard Toys’ award-winning line-up of educational games and jigsaws is loved by parents, teachers and children, making them a must-have sales opportunity for retailers.

All feature fun gameplay, bright, colourful illustrations, thick, quality card pieces for durability, and ‘Learning Made Fun’ sits at the heart of each product – plus they offer shoppers great price points.

The Murder Mystery Party range from University Games goes from strength to strength. The best-selling Murder Mystery Case Files range includes Death in Antarctica, Fire in Adlerstein and Mile High Murder.

There’s no doubt that brainteasers and word puzzles are hugely popular right now, and the gorgeous wooden Project Genius Puzzles range is full of them, with new arrivals, Bamboo Cribbage and the Grecian Computer, joining best-sellers such as Bamboo Mancala and Bamboo Sudoku games.

University Games continues to expand its licensed games and puzzles, which include Roald Dahl, Dog Man, Paddington, The World of David Walliams, Horrible Histories, and The Very Hungry Caterpillar

Giant Road Jigsaw Puzzle is a large,

Did you know?

Learning Made Fun is the aim of each Orchard Toys product

interchangeable road-themed floor jigsaw puzzle. With 20 interchangeable pieces, it gives children the opportunity to build a different road layout every time. The puzzle can also be used to teach children about road safety, and roleplay can be explored by adding a child’s toy cars. Target age: three-plus.

Unicorn Fun is one of Orchard Toys best-selling games, and is great for birthday and Christmas gifting. It comes with three fun and magical unicorn-themed games in one box, offering shoppers varied entertainment and great value. In Unicorn Party, players help the unicorns get ready to celebrate then cross the 3D rainbow.

Happy Cloud Sad Cloud is a twist on snakes and ladders where players follow the magical path.

Build a Unicorn offers an opportunity for children to create their own unicorn with the roll of a dice.

Target age: four to eight.

Orchard Toys’ best-seller My First Snakes & Ladders is an ideal introduction to boardgames and traditional gameplay for younger players. It features a super-big jigsaw playing board, chunky 3D playing pieces that are ideal for little hands, and colourful illustrations. Ideal for two to four players, the game is designed to encourage group play, turn taking, and developing number and counting skills. Target age: three to six.

FEATURE GAMES & PUZZLES

Hitster’s Guilty Pleasures heading your way

JAMES GALT – JUMBO GROUP

0161 428 9111 | salesuk@jumboplay.com www.jumboplay.com

Just sayin’

There are already Hitster playlists on Spotify and you don’t need an account to play

The party continues with Hitster Guilty Pleasures! The most fun party game is back with a new edition, featuring the most outrageous hits from the past decades. Shamelessly build your timeline with Guilty Pleasures because, let’s be honest, everyone can secretly sing along to them, right?

A loud, proud celebration of the songs we secretly (or not so secretly) love – from Steps to Shakira, Backstreet Boys to B*Witched. Tapping into the joy of guilty pleasures, bringing people together whether they’re singing in a club, belting out lyrics in a kitchen party, or reminiscing over Christmas dinner.

Guilty Pleasures is the latest addition to the Hitster range for 2025. February saw the launch of Hitster Summer Party! Perfect for any gathering, that edition turns summer events into a non-stop blast.

Hitster Summer is a lively party game for adults that brings together all players’

Game for anything

THAMES & KOSMOS

favourite summer hits from the past decades.

The challenge? Arrange the songs in the correct chronological order! The first player to correctly place 10 songs on their timeline wins the title of Hitster!

With room for two to 10 players, the fast-paced, fun-filled game lasts about 30 minutes and is ideal for ages 16 and up. Whether playing solo or mixing it with other Hitster editions, Hitster Summer guarantees a memorable time.

Challenge yourself, engage your imagination, and dive into these brand-new editions. Get ready to puzzle and party like never before.

01580 713000 | sales@thamesandkosmos.co.uk | thamesandkosmos.co.uk

Thames & Kosmos has a proud history in the games and puzzles category, and 2025 has been one of its most exciting years yet.

Leading the way is Australis, Kosmos’s flagship release at this year’s UK Games Expo. This familyfriendly dice battle game made a major splash, winning both the Judges’ Choice for Best Dice Game and the People’s Choice Award (General). Its blend of strategic scoring and accessible gameplay has made it a hit with players of all ages. Visually, the game stands out, too. Inspired by the East Australian Current, Australis features soothing pastel artwork that has proven a hit on social media, boosting its visibility and appeal.

placement with a unique, eye-catching design, it offers a deep and satisfying experience that has resonated with experienced board gamers.

When it comes to puzzles and logic games, Ingenious 3D marks a smart evolution of a classic. The addition of a third dimension brings fresh strategic depth to the gameplay and adds a tactile, engaging twist that makes it a great pick for game nights.

Award-winning gameplay

Australis, Kosmos’s familyfriendly dice battle game won both the Judges’ Choice for Best Dice Game and the People’s Choice Award (General) at UK Games Expo

Also new this year is The Crew: Marooned in Paradise, a fresh family edition of the award-winning co-operative trick-taking card game. This version makes the game more accessible, turning it into a fun and engaging choice for families without losing the clever mechanics that made the original so popular.

Devir’s Transgalactica has also captured attention with its unique space theme and advanced play features. Combining engine-building and worker-

Match Madness has landed in the UK, thanks to Thames & Kosmos’s distribution partnership with Foxmind. This fast-paced patternmatching game is pure fun for all ages. Its bold visual design, social gameplay, and bonus online cards add plenty of variety and replay value, making it a standout in the logic game category.

When it comes to solving both puzzles and riddles, the latest Exit Game based in the world of Catan brings together two classics for a new and exciting play experience that is unique and familiar to fans of both Catan and Kosmos’s bestselling Exit games series. Games releases will continue through the rest of 2025 with a new addition to the Kosmos Master of Crime series (Mosquito) coming soon, along with Covenant from Devir (launching at Essen), and many more.

Flippin’ brilliant!

ASMODEE

01420 593593 | info@asmodee.co.uk | www.asmodee.co.uk

Think you can flip seven cards without repeating a number? Easy, right? Not so fast…

Welcome to Flip 7, the fast-paced, press-your-luck card game where every flip counts!

This isn’t your average deck – there’s only one 1, two 2s, three 3s... all the way up to seven. The more you flip, the more you score – but flip a duplicate and it’s game over!

Packed with wild special cards, Flip 7 turns up the tension with bonus points, extra turns, freeze cards, and sneaky twists that can stop you – or your opponents – in their tracks.

Will you play it safe and bank your points early?

Or go all in and flip your way to victory?

With just the right mix of luck, strategy, and edge-of-your-seat fun, Flip 7 is the must-have card game for game nights, holidays, and on-the-go fun.

One deck.

Endless drama. Flip it and find out.

For ages eight-plus, and three or more players.

FEATURE GAMES & PUZZLES

Creature feature

BIGJIGS TOYS

01303 212691

help@bigjigstoys.co.uk bigjigstoys.co.uk

Get ready for a stampede of fun with the Bigjigs Toys Animal Shut The Box Game, a timeless strategy game with an adorable twist. Designed with children in mind, this beautifully crafted wooden game features colourful animal designs instead of numbers to keep kids amused. Simply spin the dial and race your opponent to flip down all the animals on your side. As you take it in turns to spin the dial, the aim is to land on all eight of the animals. The first to flip down all of their animals is the champion!

The compact box is made from high-quality, sustainably sourced wood, and is ideal for storage and on-the-go fun. Whether you want to keep the kids entertained on a rainy day or need something to do on holiday, the Animal Shut The Box is the ultimate portable game.

Not just fun…

This traditional game encourages wildlife learning as kids learn the names of the animals, and boosts early maths confidence as they count how many of the creature cards they’ve flipped down

Perfect for kids aged three and above, those cheeky monkeys will be howling with laughter trying to shut all the little boxes. Animal Shut The Box offers more than just fun. This traditional game encourages wildlife learning as they learn the names of the animals, and boosts their early maths confidence as they count how many of the creature cards they’ve flipped down.

Kids can also develop their strategic and fine motor skills by spinning the dial and shutting the boxes. Children will practise turntaking, improve their concentration, and learn the joys of friendly competition, making it a fantastic choice for a family game night.

Roar-some games

EPOCH MAKING TOYS

0208 049 1377 | sales@epochmakingtoys.com www.epochmakingtoys.com

Epoch Games is further expanding its collection of Jurassic World games after adding the licence to its portfolio of tabletop games last year.

Tying in to the movie Jurassic World Rebirth, which hit cinemas in July, in Adventure Challenge players must use the levers and buttons to guide the ball to safety, overcoming all of the tricky obstacles and fierce dinosaurs along the way. In Maze Challenge, players must escape the maze as quickly as they can, driving the ball through the maze by tilting it up and down. But they must beware the fearsome dinosaurs trying to obstruct their mission!

Do you accept the Slinky challenge?

JUST PLAY

0800 102 6885

uksales@justplayproducts.com www.justplayproducts.com

This year, Just Play has expanded into the games category, with the initial product launch featuring new formats of classic game brands, as well as board, mat and travel games.

The Slinky Challenge is on! Slinky turns 80 this year and to celebrate this milestone, Just Play is launching a super-fun game that brings Slinky to life in a hilarious format that’s never been seen before. In this energetic familyfriendly, super-silly game, teams of two must race to get their disc across the Slinky first. All players wear a belt so each pair can be linked together with a giant Slinky. On this Slinky is a disc that players must move from one end to the other by jumping and wriggling their hips to move the disc down the Slinky. The first team to move their disc from one player to the next wins.

Both games come with four 2D dinosaur plates, which feature in the new movie and can be used interchangeably with any other Jurassic World tabletop game from Epoch Games.

Launching this autumn is Jurassic World Twin Tornado Attack. Players must act as a rescue ranger on a helicopter, striving to save the dinosaurs from the dangerous island. Dodge the spinning tornado tops, be first to reach the helipad and rescue the dinos to win.

In addition, Super Mario will be celebrating its 40th anniversary in September, and new to Epoch Games’ popular line-up of branded games is the Super Mario Question Block Game. Offering several ways to play, players can enjoy a classic game of Bingo or race to flip a card and find the matching item in the hidden box.

In partnership with Hasbro, Just Play is reimagining classic favourites with new, active twists. The Simon Jump Game Mat transforms the iconic 80s Simon memory game into an active play format, where players jump and dance to match light and sound patterns on the interactive floor mat. Instead of pressing the red, green, yellow, and blue buttons, players dance out the patterns on a responsive mat on the floor. To compete, add multiple Simon Jump Game Mats (each sold separately) to host friendly tournaments with friends and family.

Meanwhile, Skip It, the beloved outdoor toy from the 90s, has been updated with lights, sounds, and a digital counter that records up to a million skips!

Underwater showdown

ZATU DISTRIBUTION

01603 801206 | rory.kelly@zatu.co.uk | www.distribution.zatu.com

Kelp is a richly strategic game of cat and mouse – except the cat is a shark, and the mouse is an octopus. In this tense two-player battle, one player controls the shark, hunting its prey. The other plays as the elusive octopus, darting into hiding and deploying clever tricks to stay alive. If the shark catches the octopus, the shark wins. But if the octopus can outlast the hunt and exhaust the predator, it is the victor. Stunning, evocative artwork brings this underwater showdown to life – but it’s the brilliant gameplay that makes Kelp truly special. Each side plays by entirely different rules. The octopus gradually builds its abilities, gaining action cards to outwit the shark. Meanwhile, the shark draws power from a growing bag of dice, becoming more dangerous with each turn.

NEW YORK TOY FAIR 2026

It’s time to apply to Toy Fair University

As New York Toy Fair 2026 approaches, international toy brands, retailers, and licensors have a valuable opportunity to help shape the future of play by presenting at Toy Fair University, Toy Fair’s signature educational series

The Toy Association is reminding thought leaders from across the global toy and play community to apply to present at Toy Fair University, taking place throughout New York Toy Fair from February 14 to 17, 2026, at the Javits Center in New York City. Experts are invited to submit their application for a chance to share their research, case studies, innovative ideas, and best practices with a highly engaged, global audience.

Jackie Retzer, senior director of event management at The Toy Association, said: “As the dedicated educational platform within the largest toy trade event in the Western Hemisphere, Toy Fair University advances industry knowledge, encourages meaningful dialogue, and delivers actionable insights that address the evolving challenges and opportunities within the business of play. We’re seeking session topics that explore the forces shaping our industry’s future, from AI and emerging technologies to retail strategies, consumer insights, licensing, IP protection, inventor education, and cultural movements like sustainability

About NY Toy Fair

and diversity and inclusion.”

Held on the main show floor throughout the industry’s largest toy event in the Western Hemisphere, Toy Fair University draws a global audience seeking real-world insights and fresh thinking. From digital innovation and licensing strategy to sustainability and inclusive design, sessions are designed to spark conversation and deliver practical business-boosting takeaways.

Kimberly Carcone, executive vice president of global market events at The Toy Association, said: “Toy Fair University is more than a stage for industry expertise – it’s a catalyst for creativity and connection. The sessions inspire new thinking and fuel the kinds of conversations that drive innovation across every corner of the play ecosystem.”

The 2025 line-up showcased a wide range of topics – from the impact of AI on the toy space to shifting generational play habits and regionspecific consumer trends.

For the 2026 slate of sessions, the

“Toy Fair University is the stage to share knowledge with an influential international audience

”programme is seeking even more global perspectives that connect toy industry insights to broader cultural, technological, and retail transformations.

Carcone added: “Standout proposals are those that go beyond product pitches and deliver unique expertise, case studies, or research. We’re looking for ideas that help attendees think differently and walk away with actionable insights.”

Whether innovating in licensing, exploring new sales models in emerging markets, or researching play habits across consumer groups, Toy Fair University is the stage to share knowledge with an influential international audience.

Speakers must be available to present in person during Toy Fair and participate in an audience Q&A postsession. Sessions are open to all Toy Fair participants and will be recorded. Completed speaker applications are due by August 22. Accepted presenters will be notified by October 1. If selected, final session material must be submitted to show management for review by January 9, 2026.

Toy Fair, aka the North American International Toy Fair, is owned and operated by The Toy Association. It is one of the world’s largest and most comprehensive play-focused experiences, marrying the industry’s entire ecosystem with key players to help with business development and sourcing the latest products from across all forms and stages of play. Featuring thousands of new and unique toys, games, edutainment, entertainment-driven experiences, and more from around the world, Toy Fair offers attendees a competitive edge no other trade event can match.

New York Toy Fair will take place February 14 to 17, 2026 at the Javits Center in New York City. Attendee registration will open in October.

ToyFairNY.com

Playground crazes have always been a key category in the toy market, driving rapid sales and brand visibility. For manufacturers and retailers, these trends represent a fastpaced opportunity to connect with young consumers…

Craze-y for you

In recent months, UK playgrounds have been dominated by fidget-friendly and collectible toys. “Pick n Pop bracelets are really popular, all buying into the swopability, friendship jewellery trend,” says David Mordecai, CEO of One For Fun. “Micro collectibles are everywhere, and our Micro Fidgetz 2 incorporates the anticipation of blind bags with the fun of collecting and swopping. Plus, the mini fidgets are actually playable rather than static!”

These types of products offer more than just novelty – they create social currency. Children enjoy comparing collections, trading items, and showing off new finds, making them a powerful peer-to-peer marketing engine in the playground. Character Options’ wearable shareable Sticki Rolls are another great example of this.

Another growing theme is the appeal of ‘sugar’. “We see this increasing further and are constantly evolving our ranges to bring in characters like the Capybara and Axolotls,” Mordecai adds.

Paul Wohl of Argosy Toys in Westcliffon-Sea sees a similar pattern in store. “3D printed fidget toys and squishy toys –especially NeeDoh and cat paws – are the big thing for our young shoppers,” he says. These tactile, sensory-based items are resonating with children looking for

playful and soothing toys they can trade, collect, and fidget with during breaks.

Sticki Rolls, the wearable sharable sticker brand, and 2024’s Christmas Dream Toy, remains the must-have playground craze, for AW25.

Fresh for this season is an all-new Series 2 that brings with it 1,200 new stickers to discover and collect. Fans of the hottest wearable, shareable sticker brand can collect a fresh Series 2 Sticki Band, with bracelet and 70 stickers, and a Series 2 Sticki Book and Sticki Station, as well as a new Sticki Pendant pack, complete with a cute character pendent and Sticki Band!

There’s even more for autumn with the epic Sticki Rolls Sticki Rolluxe! This is the ultimate way to organise and showcase your Sticki Rolls sticker collection, and comes absolutely jam-packed with Sticki Rolls content. There are 50 Sticki Rolls – each containing 10 unique, Kawaii-themed designs, meaning kids will have 500 stickers to pull, twist and stick to their favourite accessories for the ultimate customisation. Also included are three Jumbo stickies, and a host of jewellery accessories, all contained within a cool cylindrical carry case.

The versatility of these products – being both a toy and a stress-reliever –adds to their appeal. Indeed

Vicky Brown at London-based retailer Just Williams mentions in our retail interview in this issue how teenagers were buying them to relieve exam stress as they studied for their GCSEs and A-Levels.

Meanwhile, Dan Lovett at The Toy Box in Beccles, Suffolk, says: ‘‘In the coming weeks and months we are looking into those lovely looking things you hang on bags, Three Baby from Candy Toys, and Character Options with Kimmon. Could these be the craze of 2025?’’

Looking to the near future, ASMR-style products are tipped to dominate. “Our sensory range is flying out,” Mordecai confirms. “Also sticky squishes and sugar items. 3D printed toys are popular too – our 3D printed Dragon Eggs are creating a lot of interest.” The mix of satisfying textures, gentle

The sector is highly influenced by social media. We have a team monitoring trends throughout the year

David Mordecai, CEO, One For Fun

sounds, and interactivity aligns well with current sensory play trends.

The rise of social media – especially TikTok and YouTube Shorts – continues to drive demand. “The sector is highly influenced by social media,” says Mordecai. “We have a team monitoring trends throughout the year, and this leads our product planning, along with input from our main consumers!”

Licensed products linked to movies are also in demand – such as Just Play’s Disney Stitch Squish-A-Stitch Blind Figure Capsules, inspired by the beloved mischievous alien.

With a magic price point of £5, toys in this category must be affordable, collectible, and highly shareable. Success often hinges on speed to market and the ability to spot emerging trends early.

As Mordecai reflects, “Subbuteo was my favourite craze growing up – I loved football, and still do!” Today’s playgrounds may have changed, but the emotional connection to a craze remains just as strong.

David Mordecai

Ranging and vending far and wide

ONE FOR FUN

0141 613 2525 | www.oneforfun.com | sales@oneforfun.com

One for Fun specialises in the playground crazes category with a sensory line-up designed to cultivate impulse buys and build on its award-winning portfolio of pocket money and playground winners. HGL as a brand has brought so many crazes to the market, including loom bands and fidget spinners. In at the start of the sensory boom, HGL has added so much more to its ranges for 2025 and beyond.

The 3D Printed Dragon Eggs have more than 50 million views on TikTok. These captivating eggs contain an intricately designed, fully articulated dragon, making them perfect for fidgeting, collecting, or displaying.

Micro Fidgetz Wave 2 brings even more tiny toys that can actually be played with –not static collectables. This award-winning concept combines the mystery of blind bags with the collectability of a range of 25 additional Micro Fidgetz.

Friendship bracelets have seen a revamp this year with the added push from a certain pop singer whose tour has been lighting up social media. Watch out for Pick n Pop bracelets. Sensory shaped silicone pads with beads, charms and crystals – pick them out of the pad and create your own jewellery. Collectable and swappable, check them out as they are a massive hit on TikTok. Food is another trend that has continued into this year. Especially sugar! Not the eating type but the sensory feel of sugary squishy squeezable toys. HGL’s Fidget burger and hot dog are bestsellers, fulfilling that fidgety impulse, along with the Make Your Own Foodie slime and putty sets, available in pancake, ice

Vending on fire

Toy vending machines are a massive playground craze and it’s not just the machines themselves – the toys they vend can be collected and swapped

cream, burger or pizza form. Squishy animals are top of the pester power charts too, with Axolotls and Capybaras leading the way. Stretchy, squishy, emoji, shiny, sparkly, cute and definitely foody are on the menu for back to school. The award-winning Scrunchems range from Tobar encompasses all things foodie including a bubble tea key chain, squishy marshmallow and a cute dumpling. Sugar scrunchems are incredibly popular, with new line extensions including kitties, bears, dolphins, unicorns, and sausage dogs in multi sparkly colours.

Toy vending machines are a massive playground craze. HGL has a Sensory Surprise Vending Machine, which dispenses six Mochis and six fidgets. Add to that the Slime Surprise Vending Machine which dispenses eggs filled with different slimes! Then of course there’s the ultimate Scrunchems vending machine from Tobar.

Jada Nano hits the playground

SIMBA SMOBY TOYS

01620 674 778

sales@simbasmoby.com

uk.simba-dickie-group.com

Jada’s signature Nano Metal Figure Blind Bags range is the ultimate collectible craze, but which are the playground’s hottest lines this season?

The range spans a larger-than-ever selection of licences, including new characters to collect from Disney, Stitch, Sonic the Hedgehog, Minecraft, Fast & Furious and more. Super-affordable, these blind packed collectibles offer great playability and displayability. In the all-new Disney Lilo & Stitch Nano Figure

Happy anniversaries … Pinocchio turns 85 this year and Cinderella celebrates her 75th anniversary

Blind Bags range, fans can expect to find an array of Stitch and Angel die-cast figures to collect. Find Stitch playing the ukelele, holding a shark-bitten surfboard, wearing a grass skirt, and more!

In the latest series of Disney Nano Figure Blind Bags range, there’s a plethora of popular characters to find, too, each shaped as 1:65 scale metal figures, each highly detailed and measuring around 4cm tall. Expect Pinocchio, who turns 85 this year, Cinderella who celebrates her 75th anniversary this year, Moana, Olaf and more!

It’s a crazy Just Play world

JUST PLAY

0800 102 6885 uksales@justplayproducts.com www.justplayproducts.com

Just Play is a leader in collectibles and playground crazes, and its authority in the category is clear, with more fun lines to introduce this year.

More big things for Disney Stitch are in-store this season with Just Play’s master toy collection. Among the exciting movie range are some super-cool collectibles, in a range of new formats. Inspired by the beloved mischievous alien, the Disney Stitch Squish-AStitch Blind Figure Capsules bring fans seven stylised, glittery renderings of Stitch to find, including a silver chase figure. So affordable and highly collectible, these figures come mystery boxed, in a Stitch Head Blind Capsule, for added fun.

Knots can be nuts

Knot it! Twist it! Style it!

Knotz Animals is a fun

DIY collectible craze

The Disney Stitch Swirl-a-Stitch Clip-On Figures will add a dash of interstellar flair to any fan’s favourite backpack, purse, keychain, or more. There are six bead and glitter filled figures to find. Meanwhile, perfect for kids and collectors alike, the blind-boxed Disney Stitch Live-Action Movie Time Collectible Figures each capture an iconic movie moment, with seven to connect and collect.

The thirst for all things Disney Doorables is kept alive with the regular release of new captivating experiences. And more Disney Doorables excitement is on the way, with a new theme for Autumn/Winter. Disney Doorables Let’s Party brings the magic of celebration to life, with favourite Disney characters dressed in six different party themes.

Knot it! Twist it! Style it! Knotz Animals is a fun DIY collectible craze that lets crafters make one of 12 uniquely-styled plushie toys from bendable faux fur stems and accessories. Unwind the yarn-ball capsule to get started. Knotz brings together the tactile satisfaction of DIY in an easy-to-do, mess-free format that results in cute, quirky, personality-packed characters to collect and display.

Finally, for quack-tacular kidult fun, there’s Duckalooz! Collect Disney Duckalooz – super-cute stylised ducks based on characters from Disney and Pixar stories. There’s also Warner Brothers DC Duckalooz inspired by DC Superheroes stories. These classic toys make great display items.

Curiously YOU-nique crafts

CURIOUS UNIVERSE

01225 614 310 | sales@curiousuniverse.co.uk curiousuniverse.co.uk

Universal fun

Curious Universe is home to two of the hottest playground craft crazes of the season; the original IP Decoden Magic and the viral Nano Tape Magic. Decoden Magic is a fun new IP inspired by the Japanese crafting trend where puffy glue is used to decorate accessories in a vibrant, 3D way. This creative craft is popular in kawaii culture and it’s spreading globally through social media. Designed to encourage self-expression and hands-on creativity, the range offers a fresh and engaging way for children to customise their own accessories. In the range, there are mini packs, classic sets and deluxe-sized kits to discover, allowing tweens and teens to decorate a range of items using the puffy glue, kawaii charms, beads and gems.

Nano Tape Magic is the super-fun collection that was born of the viral craft trend. Traditionally used for securing pictures and decorations, nano tape exploded on social media, with people recognising the artistic potential of this transparent, double-sided, heavy-duty sticky tape. Nano tape can be inflated or filled with slime, beads and more, and then decorated to create fun craft pieces.

The possibilities are endless with plenty of kits in the range, across an array of price points

Ahoy Piratix! series 2 has docked

MAGICBOX

01293 222500 magicboxint.com/uk

Piratix Series 2 has arrived, following a fantastic launch season for the brand. These latest treasures land just ahead of six new webisodes of the Piratix mini cartoon, which will be available to watch via the Magicbox YouTube channel. The original six webisodes have already amassed nine million views, so levels of anticipation are high for the upcoming content.

Piratix is Magicbox’s latest smash hit IP that delivers collectability, pirates, action play and value by the cannon load! New – and available now – is the Piratix Shark Treasures series that will sweep kids off to Shark Island in search of the legendary Shark Crystal Treasure, with 70-plus new collectible pirate figures to discover. These fun figures are available to find as super-affordable Mystery-Bagged One-Packs, each containing one collectible figure with crystal-effect accessories. Chase characters in the range will be the golden captains. Plus, there’s a new crew that’s arrived from the deepest abyss: The Abyssal Crew, captained by the ultra-rare Captain Big Jaws, with his crystal and glitter effect.

A life of toys and joy

Steve Kerrison, managing director of Kerrison Toys in the Norfolk city of Norwich – and the proud recipient of a Golden Teddy Award presented by the BTHA at the Toymaster May Show – reflects on his decades in the toy trade

Located in the Norfolk city of Norwich, Kerrison Toys is something of a local institution. With its expansive selection, competitive pricing, and family-run charm, the store has become a go-to destination for generations of toy lovers.

At the helm is managing director Steve Kerrison, a lifelong toy retailer and the proud recipient of a Golden Teddy Award from the British Toy & Hobby Association (BTHA) at the Toymaster May Show – a recognition that came as a surprise to him.

“I was a bit shocked, to be honest,” Steve admits. “But also humbled. I never really expected it. I’m delighted to receive this prestigious award.”

Kerrison Toys’ roots in the toy trade run deep. The business began as a newsagent in the 1960s before moving to toys in the following decade. Steve, who was immersed in the world of retail from an early age, recalls attending his first Toy Fair in 1976 – at just nine years old. After finishing school, he joined the family business full-time. And decades later, he’s still doing what he loves.

The company claims that it “probably stocks the largest range of toys in the area, and everything is sold at discounted

I count myselfvery fortunate to work in the toyindustry. Themany friendships I’veforged over the yearswill last a lifetime ” “

prices. We have hundreds of special offers arriving almost daily and aim to sell at the lowest possible price. If you want a toy, we’ve probably got it!”

The mission is simple: to offer great toys with great play value at great prices. It’s this ethos, combined with a deep understanding of its customer base, that sets the retailer apart. “We stock a very

wide range, we know our customers, and we know what we can sell,” Steve says.

Being part of Toymaster has also played a key role in the business’ growth. Steve notes that the buying group offers terms with suppliers, as well as effective marketing, window displays, and catalogues – all of which help independent retailers like Kerrison Toys

remain competitive in a tough retail environment.

The store’s product range is both varied and in-depth, with strong representation from brands such as Lego, Playmobil, and Sylvanian Families. Steve and his team stay on top of trends by regularly attending exhibitions including Toy Fair, Spring Fair, and Toymaster shows, and visiting suppliers’ show rooms.

When it comes to selecting products, his checklist is clear: “They’ve got to be on-trend, value for money, safe – and obviously offer great play value.”

Popular lines currently include Pokémon, Lego, games, and crafts – with Craft Buddy making a particularly strong showing in the latter category. The top five bestsellers are: Pokémon, Lego, Sylvanian Families, models, and various crafts and activities. And what’s on the counter? “Anything nickable!” Steve says, adding wryly: "Unfortunately, the counter is never going to be big enough for that!”

But what happens when something isn’t flying off the shelves? “We move it around the shop and run promotions,” Steve says. It’s a straightforward yet effective strategy, honed from years of hands-on experience.

Customer service remains a core part of the offering, with gift wrapping, gift vouchers, and local delivery all part of the package. Over the summer holidays, Kerrison Toys hosts activities and demo days to keep children entertained – and to help parents find new products their kids will enjoy.

Steve’s day starts early. “I usually get to work by 7am, grab a cup of coffee, and try to get through all the things I want to do –

Did you know?

Inaugurated in May 2001, the Golden Teddy Awards were created to reward worthy individuals from all levels of the toy industry, whose individual contribution and dedication over the years deserves public recognition. Golden Teddies are awarded to candidates who have served the industry for more than 15 years. They are designed to recognise ordinary people with extraordinary talents, who go over and above expectations, and are the industry’s genuinely nice people. The winners are announced and presented by the British Toy & Hobby Association (BTHA) at special events up to three times a year.

which I normally fail miserably at –because once the shop opens, I can’t get anything done.”

Top

Despite the challenges, Steve’s passion for the business is clear. “The best part is serving customers. We’re very fortunate that we can see the joy that we bring kids (and their parents) when they pick the toys they want.”

When asked about his own childhood favourites, Steve fondly remembers Lego, though points out that “it was very different back then”. Today, he enjoys many of the games Kerrison Toys sells, but his top picks are whatever keeps his grandson entertained.

Working in a toy shop inevitably comes with some surprising customer interactions. Steve has heard it all – from people asking if he sells cigarettes, or sandwiches, or deodorant, to requesting: ‘I bought this online but it’s broken – can I bring it back to you?’. “We all get that question!” he says.

We stock averywide range, we know our customers, and we knowwhat we can sell

As for the future, Steve is cautiously optimistic. Trading so far this year has been steady, largely driven by Pokémon and Lego, though there haven’t been any runaway crazes just yet. “Nothing has kicked in so far this year,” he says. “Obviously we get asked for things we can’t get, but those aren’t always toys, or don’t pass toy safety regulations."

When asked what advice he’d give to someone starting out in toy retailing, Steve doesn’t mince his words. “Talk to other retailers but most importantly, remember that retailing isn’t a hobby –it’s a job, and one you have to work hard at. We’re just lucky that it happens to be in a fun industry.”

He concludes: “I count myself very fortunate to work in the toy industry. The many friendships I’ve forged over the years will last a lifetime. A huge thanks to my parents Graham and Pauline Kerrison for letting me bunk off school to go to my first Toy Fair. And yes, it’s my 50th Toy Fair this coming year (for those of you good at maths, Covid got in the way).

“Over the years I’ve been lucky enough to have the support of my wife Liz and my children as I’ve been away attending meetings for both Youngsters and Toymaster buying groups, and the Toy Retailers Association, serving the interests of toy retailers and our suppliers.

“The toy industry has had many changes over the past 50 years – and has thrown many challenges retailers' way. But the independents are as strong as ever, and we will always offer our customers diverse and exciting toys – thus giving our suppliers a chance to shine.”

As Steve approaches his 50th Toy Fair, it’s evident that his passion for the toy trade hasn’t faded. And neither has his dedication to the community he serves.

From cosplay to collectibles, adult consumers are fuelling innovation and transforming play into a serious business. As retailers and manufacturers catch on, the kidult category is becoming a cornerstone of modern toy retail

The kidults are all right!

Once a niche curiosity, the kidult market has firmly established itself as a dominant and fast-growing category in the toy industry. This year’s Spielwarenmesse 2025 put the sector in the spotlight with its dedicated Toys for Kidults experience. With over 150 square metres of interactive games, hands-on demos, and immersive displays, it was impossible to ignore the message: play isn’t just for children any more.

New data from market research firm BrandTrends Group backs up the buzz. A striking 67% of adults aged 18 to 65 say they are interested in buying two or more toys a year for themselves, while more than three-quarters of those under 33 identify as having a ‘childlike’ outlook. Even in the 45–65 age bracket, over half feel the same way – highlighting a powerful emotional connection that translates into real buying power.

“The kidult market is definitely here to stay,” says Lee Crocker, country manager at COBI Toys. While he admits it’s impossible to predict just how much the category will grow, he believes the rise in adult engagement is no passing trend.

Covid, he says, was a major catalyst. “This market has already been around for decades, but was predominately plastic model kits; train sets and other categories.’’ What changed, he says, was

the social perception: ‘‘People had time on their hands and disposable income to spend. Suppliers also introduced new ranges for the female market, and all of a sudden it became a popular pastime as opposed to a dirty word. Now you have both sexes building, collecting, crafting together. I have even heard of couples having ‘play nights’, a version of ‘date night’, but they build or craft something together (no innuendoes please!).’’

Fran Hales, head of portfolio and marketing at Rubies, agrees that the shift in public perception has unlocked huge potential. ‘‘Nostalgia plays a significant role in the explosion of the kidult market. Grown-ups are drawn to products and experiences that evoke cherished childhood memories.”

With major titles such as Spider-Man: Brand New Day, Avengers: Doomsday, and a new Supergirl release in the pipeline, Hales sees licensed properties as a powerful engine driving the category forward. “These beloved franchises have a dedicated fan base that spans generations. We feel our commitment to delivering new and original products ensures that consumers keep returning for more exciting options to express their love for these iconic characters.’’

In fact, the emotional attachment many kidults feel toward these brands creates not only loyal customers, but enthusiastic advocates –particularly when amplified by social media and fan events.

“The rise of conventions and fan events provides platforms for fans to immerse themselves in their favourite franchises and showcase their passion for pop culture,’’ says Fran Hales.

At COBI, the appeal is more grounded but no less passionate. “We are in quite

The kidult market is definitely here to stay

Lee Crocker country manager COBI Toys

a niche market with military, and this is very stable. New areas for us that are moving nicely are vehicles and civil aviation,” Lee Crocker explains. And while he’s tight-lipped about upcoming releases, he hints that fresh ideas are on the way: “New trends? I can’t tell you yet – we’re launching them next year.”

Both companies believe the category still holds untapped potential. Rubies, for instance, is seeing a surge in demand for grown-up dress-up. “Dress-up accessories for grown-ups will be the next big trend,” says Hales. “It allows adults to step into the world of fantasy and become their favourite characters, for special events, cosplay or fun.”

Crocker takes a more pragmatic view: “If I knew the next big thing, we’d be producing it already! All joking aside, I don’t know if there is going to be another sub category to the kidult category, but Hot Wheels will be a great addition.”

For retailers and manufacturers, the message is clear: the kidult market is a vibrant, mainstream opportunity with high margins, strong repeat engagement, and broad crossdemographic appeal. Whether it’s building kits, fantasy roleplay, or tabletop gaming, adults are not only rediscovering the joy of play – they’re rewriting the rules of the toy business.

As Hales concludes: “The kidult consumer isn’t just buying toys – they’re buying into emotional connections, selfexpression and fandom. That makes them one of the most exciting and loyal customer groups in the market today.”

“ ”

Lee Crocker

Rainbow Designs

University Games

Blockbusters, blooms and the beautiful game

UNIVERSITY GAMES/LAGOON

0207 254 0100

sales@ugames.uk.com www.university-games.co.uk

The iconic table football game Subbuteo continues to enjoy a major resurgence as new generations discover the thrill of its strategic gameplay and competitive spirit. University Games’ best-selling range features the classic Main Game, which includes everything needed to kick off a competitive match.

Other licensed Main Games include the UEFA Champions League and Liverpool FC editions as well as the FA England and Lionesses sets. University Games’ football-themed collection continues with an extensive range of Licensed 3D Football Stadiums and Rubik’s Cubes.

Fans of the Star Wars and Marvel blockbuster movies will love the 3D Mask Puzzles –Darth Vader, Spiderman, Iron Man and Deadpool 3D Puzzles. For those who prefer the Wizarding World, University Games’ collectible Chibi range of Harry Potter 3D Puzzles features the magical trio Harry Potter, Hermione Grainger and Ron Weasley.

New for Q4 and perfect for the kidult market, is the floral-themed 3D Bouquet range, featuring blooming Carnations, Roses, and Sunflower Bouquets.

Model treasure

COBI TOYS UK

07584 858978

l.crocker@cobitoys.co.uk www.cobi.eu

The COBI Toys team is really excited about this month’s releases of 24361 Volkswagen T2a Camper and 24362 Volkswagen T2b Bus model in 1:12 scale. There’s a plethora of features on both of these iconic models, including opening front doors, sliding side doors; folding seats, replica engine and functional steering wheel.

COBI-24361, measures an incredible 38cm in length and consists of 2,775 pieces. It has a meticulously crafted interior, with a gas stove, sink, fold-out bed, opening roof and the printed curtains giving the model an authentic look.

COBI-24362, measures over 30cm and

True to life

COBI’s Volkswagen T2a Camper is just like the real thing – complete with a gas stove, sink, fold-out bed, opening roof and printed curtains

Retailer opinion

‘’Kidults are spending mortgage money on Pokémon at the moment, whereas our younger collector is happy with a few single packs we keep aside for the under 18’s’’

Dan Lovett, The Toy Box, Beccles, Suffolk

consists of 2,366 pieces. The set reproduces every detail of the original automotive classic – from the characteristic body lines, through to the intricately detailed interior and dashboard.

These are not just a model but a true treasure for any VW fan.

Pokémon is massive now, especially with adult collectors and those who want to flog it for twice the price on eBay. Other than that we have a lot of board games that appeal to adults, especially those with a solo-play option. One game that sells quite well is PacMan Quoridor from Hachette Games, which won Best Board Game at last year’s Kidult Awards.

We have always had a focus on the Kidult market, before we were aware of that phrase. In fact that was probably the main drive when opening the shop. We wanted to stock things grown-ups would buy, such as Tamiya and Airfix, but not in the style of a traditional model shop. We also stock Warhammer and board games for grownups, Lego that is supposedly for 18-plus, and outdoor/circus skill equipment including diabolo, slack lines, kites and fire juggling sticks. It’s basically always been about fun for all ages and was never just about kids – or toys.

Rachael & William Sankey, Harold’s Toy Store, Church Stretton, Shropshire

We have lots of Asian mystery box products on order from quite a few suppliers – Baby Three looks very promising

Paul Wohl, Argosy Toys, Westcliffon-Sea, Essex

Go Go Power Rangers!

CHARACTER OPTIONS

0161 633 9800

sales@charactergroup.plc.uk character-online.com

Kidult collectors can step back into their childhood with Character Options’ nostalgic new Mighty Morphin Power Rangers range, as well as its all-new Stuntman Stu range, and the Heroes of Goo Jit Zu Stranger Things line.

The 4K revamped episodes of Mighty Morphin Power Rangers (MMPR) are airing now on Netflix, reigniting the thirst for the brand, with kidult fans.

As the UK & Ireland’s exclusive distributor for the Playmates’ toy line, Character is launching a host of fun MMPR lines, including fun action figures, vehicles, collectibles and roleplay lines that will start hitting shelves this month. The epic Auto-Morphin’ Action Ranger Figures are perfect for older MMPR enthusiasts wishing to re-immerse themselves in one of their favourite childhood shows. Conceal the identities of these highschoolers by pressing the lever on their back to bring up their masks then flip the lever again to reveal their true identities! Following on from the action figures comes the iconic transforming Dinozord line-up. Awesome as transforming standalone toys or collect all five to combine them all and create the ultimate iconic Megazord.

Meanwhile, Character’s Stuntman Stu range is another surefire hit that’s packed with kidult appeal. Conjuring up memories of Evel Knievel’s iconic daredevil antics from the 1970s, the new range comprises collectable, breakable stunt vehicles, which place stunts and epic fails at their core. Developed in collaboration with Playmates Toys, Stuntman Stu is brought to life through epic fail animation, humour and high-tech wizardry. A super-fun action vehicle line in the range is the Stuntman Stu Race Ace Stunt Car, which consists of a multipiece plastic car with ejectable parts, including a fully poseable Stu figure. It also has a cantilever ejection seat for the Stu. Once the seat is reset and Stu is NOT strapped in, all other parts can be clipped or placed onto the rolling chassis. The Nitro Boost Stunt Bike is also not to be missed. This wind-up gyroscopic stunt bike comes with figure and brick wall.

Finally, 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 Heroes of Goo Jit Zu Stranger Things Ultra Goo Demogorgon. This iconic super-stretchy Stranger Things monster will be available for play and display from next month.

Tiny Nightmares and Disney dreams

JUST PLAY

0800 102 6885 uksales@justplayproducts.com www.justplayproducts.com

Tiny Nightmares is the new IP that’s putting a dark twist on collectibles. The range features an array of figures depicting iconic horror movie characters from both classic and modern films from Universal and Warner Bros., including Halloween’s Michael Myers, M3gan and Chucky. Each blind box contains a 3in figurine featuring Terrif-eyes, which hold detailed reflections of their victim.

Did you know?

There are Star Wars-themed Disney Doorables ADOORBS to collect, aptly dressed for a Galactic Gala party

As master toy licensee for Disney Stitch, Just Play is the destination for toys inspired by everyone’s favourite blue alien. Fresh new movie lines include Disney Ultimate Stitch – the interactive feature plush with more than 100 sound and motion combinations. Available this summer, this ultimate 17in feature plush friend will allow kidult fans to experience a full range of all the feels – from playful sweetness to a full-on alien tantrum.

Childhood’s classic characters RAINBOW DESIGNS

01329 227300 | sales@rainbowdesigns.co.uk www.rainbowdesigns.co.uk

For those of us who never quite grew out of our childhood favourite characters, Rainbow Designs has a collection full of cuddly classics that speak straight to the heart of the kidult market. From the much-loved Paddington and Guess How Much I Love You, to the new and iconic Mr. Men Little Miss range, these cuddly collectable characters spark fun and joy across all generations, providing a feel-good trip down memory lane, and bringing with it a whole lot of shelf appeal.

Arriving this summer is the playful and vibrant Mr. Men Little Miss range. Rainbow’s latest launch captures the playful spirit and timeless appeal of these iconic characters. Starring favourites Mr. Tickle, Mr. Happy, Mr. Bump and Mr. Strong, plus Little Miss Hug, Little Miss Sunshine, Little Miss Princess and Little Miss Chatterbox, the new range includes an adorable collection of large cuddly cushions, collectible soft toys and plush keychains.

All dressed up

RUBIES

01491 826500

customerservices@rubiesuk.com

www.uk.rubiesmasquerade.com

Rubies stocks a specialised range of kidult products along with its renowned portfolio of dress-up. By understanding the rise of a kidult market, Rubies has utilised its licensing partnerships to create a world of nostalgic joy for adults. Packed with beloved icons from favourite franchises, these products are the perfect way to capture the spirit of pop culture while appealing to the grown-up fans who hold these characters close to their hearts.

Crafted with remarkable attention to detail, the Stormtrooper 2-piece mask transports fans straight into the heart of the Galactic Empire. With its faithful recreation of the original design, this mask is a must-have for any Star Wars enthusiast looking to embrace the dark side in style.

There’s more from a galaxy far, far away! The Darth Vader 2-piece mask is another standout piece in Rubies collection. Boasting an authentic design, this mask is the ultimate homage to the Sith Lord himself. Complete with intricate detailing and a comfortable fit, it’s perfect for cosplay, collectibles, or simply adding a touch of the Force to any fan’s home.

Shifting gears to the Marvel universe, there’s the aweinspiring Captain America 24 inch shield. This true-to-scale replica captures the essence of the Star-Spangled Avenger’s iconic shield. With its sturdy construction, this shield serves as both a stunning display piece and a fun addition to any cosplay ensemble. It’s a true collectible that embodies the spirit of Captain America himself.

Oh, and don’t forget the Mjolnir of dreams: Thor’s Hammer! This replica brings the power of the God of Thunder right into the hands of fans. Whether it’s for display, cosplay, or just to feel the might of Thor, this hammer is a show-stopping piece that’s sure to electrify any pop culture enthusiast’s collection.

From the delightfully spooky Beetlejuice to the bone-chilling Ghostface and the supersonic Sonic, Rubies’ collection of Kidrobot Phunny plush characters are a perfect addition to any fan’s space. With their quirky designs and premium quality, they’re a playful way to bring beloved characters to life in huggable form.

The year of F1

ONE FOR FUN

0141 613 2525

www.oneforfun.com

sales@oneforfun.com

One for Fun is the exclusive distributor for Maisto and Bburago, which has eclusive access to all the F1 vehicles as they become available for license.

All the top F1 teams and liveries are here and are exclusively approved by each individual team, making them the most accurate vehicles and a must for collectors. You are never to old to appreciate model cars!

Happy families

EPOCH MAKING TOYS

0208 049 1377 sales@epochmakingtoys.com www.epochmakingtoys.com

The number-one property in Playset Dolls & Accessories (YTD May 2025*), Sylvanian Families is seeing a continued rise in popularity and sales among adult collectors and kidults. Particularly popular is the Baby Collectible Baby Blind Pack Assortment, which won Collectible Toy of the Year in January and is currently the number-one item in Playset Dolls & Accessories (YTD May 2025*). The new Baby Builders series, released in July, features an adorable and fun builder theme; there are eight baby characters to collect including a secret baby figure.

Similarly, the collectible nature of the Families is also popular among the kidult audience. New for 2025 is the Deer Family. Fans can collect the entire family with the Deer Twins and Deer Babies Floral Swing Set. A great

display piece, the two babies can sit in the swing by the water, in the lily of the valley cradle or on the leaf, which has a clear drop of water on it – detailing which appeals to the adult audience.

All eyes are on F1 this year with the Drive to Survive series 7 streaming on Netflix and the new F1 movie starring Brad Pit.

Last year it was 30 years since Ayrton Senna died, and to commemorate the racing legend, McLaren produced a special liveried McLaren car for the 2024 Monaco Grand Prix, taking inspiration from Senna’s iconic helmet. One for Fun has the Senna McLaren car this year – the only place you can get it – in both 1/43 Norris- Senna Livery and in the R/C version 1:24 McLaren 2024 Piastri 2.4GHZ in Senna Livery. The collector’s version comes mounted on a wooden plinth with a transparent dome to protect the model.

Also new is the nautically themed Sea Otter Family, complete with stylish shell pochette with a precious pearl inside, shell toys and a shell-shaped stroller. The set is complemented by the Sea Otter Sisters Splashy Snorkel Set. New to retail is the Snow Leopard Family. With fluffy white fur and long bushy tails and clothes that match their distinctive fur pattern, they are a perfect collector’s item for autumn. The four-figure pack includes father, mother, standing baby and sitting baby along with a baby snowmobile and baby skis.

Seasonal items are frequently on collectors’ wish lists, and available for autumn will be the Baby Santa’s Christmas Tree House. The festive set comes with two babies including the Snow Leopard Baby dressed as Santa Claus, a house made from a Christmas Tree with a hammock and cute festive toy accessories.

Autumn will also see a host of limited-edition sets launch to celebrate the brand’s global 40th anniversary, featuring specially designed packaging.

A gift of a show

The Home & Gift Buyers Festival in Harrogate celebrated its 65th edition in July, with toy industry stalwarts among this year’s exhibitors showing off their wares

The Home & Gift Buyers Festival celebrated its 65th edition in July, welcoming more than 500 exhibiting brands to the Harrogate show ground for four days of buying and networking.

The event draws a broad crowd of exhibitors and buyers to the spa town each summer for a spectacular multi-industry event, covering everything from candles and greeting cards, to novelties, clothing, games, puzzles and toys.

Hosted among the grounds of the Majestic Hotel and Harrogate Conference Centre – a familiar setting for anyone who visits the Toymaster May Show each year – the toy trade turned out in style this year, with industry stalwarts including University Games and Lagoon, Gibsons Games, Bigjigs Toys and Le Toy Van among the exhibitors.

“One of the best shows we’ve ever done

Sabrina Hayhoe, head of sales, Toys2market

”

told TnP: “We’ve had an amazing time here in Harrogate for the anniversary. What’s brilliant about the 65th edition of Home & Gift is that it’s still growing and improving; we have 150 new brands, and 100 exclusive brands this year. The show just continues to get bigger and better.

Zoë Bonser, portfolio director, retail, at show organiser Clarion Events,

20,000+

The number of products showcased at Home & Gift

“Early feedback from visitors is that they love the curation we continue to refine,” she added. “We have premium, contemporary brands offering the types of products that consumers really want. And from an exhibitor perspective, the number of VIP retail guests at this year’s show is massively up, and the quality of buyers is amazing.”

Returning exhibitor University Games commanded two stands in the popular Design Point 1. “Harrogate has always been a favourite for the University Games team and this year didn’t disappoint,” said Mark Jones, sales director. “A perfect blend of business and pleasure with a great venue, wonderful customers and a fantastic selection of our products heading for our retailers’ shelves.”

Gemma Lewington, marketing director at University Games UK, added: “We’re having a great year so far, and had a really complete range with us at

Home & Gift, from our evergreen bestsellers, to licensed lines for Bullseye, and the soon-to-be-launched Buying Time game – which the team and I have been loving playing in our downtime – and a new launch in the form of our 3D puzzle flowers. We don’t usually have much in the way of new launches at this time of year, but the timing felt right for these, and especially at this show.”

Gibsons Games brand marketing manager Megan Bradley-Zeng said the team had been busy showcasing a collection of licensed puzzles in collaboration with fellow Home & Gift exhibitor The Art File, as well as seasonal extensions to the range in the form of advent calendars. She was joined by commercial director Amanda Chaplin, and key account manager Kiera Counsell. First-time exhibitor Toys2market set up shop in a prime space in Hall 2.

Sabrina Hayhoe, head of sales, told TnP: “We’ve not been to Home & Gift before, but I actually think it’s been one of the best shows we’ve ever done. I didn’t know what to expect, because this is a gift trade show, so something a bit different to the usual events we exhibit at. But we have been busy non-stop, welcoming a host of new retailers and buyers. We love coming to Harrogate for the Toymaster May Show, and are happy to have a new excuse to come back!”

David Westbrooke and Zoë Bonser, Clarion Events

Gibsons Games’ commercial director Amanda Chaplin, and key account manager Kiera Counsell

Sabrina Hayhoe, head of sales, Toys2market

Mark Jones, sales director, University Games UK

Trade talk

Dave Poulter Managing director

MVSports & Leisure

How do you as a toy business identify industry trends and decide which ones are worth focusing on?

Trendspotting is a key part of what we do. We keep our finger on the pulse by attending industry shows, diving into market research, and monitoring social media hype and competitor activity. From there, we assess which trends are not only exciting but also commercially viable for our business.

What is driving consumer interest?

Price and value are front and centre, especially when products offer more than one function. A great example is our new Pets2Go range, which combines three toys in one: a scooter, a plush pet, and a handbag. Licensing continues to be a huge driver, too. Strong-performing brands such as Stitch and Hot Wheels are in high demand, and we’ve expanded those ranges with some fantastic new lines. Finally, consumers are also increasingly drawn to toys that last.

What's in store in the next six months?

We’re heading into the second half of the year with real momentum. Our strong licensed ranges are performing well, and thanks to

Jacqueline Taylor-Foo General manager UK & Ireland

This month our suppliers talk... about what’s driving consumer interest, their hopes for the second half of the year, the benefits of trade shows and more…

the recent spell of great weather, we've had an encouraging start to the season. We’re particularly excited about the new launches we’ve got planned later this year and into early next year.

While the retail landscape continues to shift, with bricks-andmortar stores seeing some decline, our online presence is growing steadily. And although inflation remains a consideration, the demand for toys remains robust.

“While the retail landscape continues to shift, with bricksand-mortar stores seeing some decline, our online presence is growing steadily

If kids are in the mix on your holidays, what toys are they taking this year?

Our Rollacases are a go-to. They’re a rideon and a suitcase in one, perfect for travel and currently available in popular licences including Paw Patrol and Peppa Pig. We’re also seeing great feedback on our newly launched 4-in-1 Garden Games and Bean Bag Target Shot Games. They’re compact, easy to pack, and brilliant for kids on holiday.

How do you feel the festive season will be for retailers big and small?

We’re feeling really positive about the

James Galt & Co Ltd – part of the Jumbo Group

How do you as a toy business identify industry trends and decide which ones are worth focusing on?

We have a dedicated innovation team that goes around the world, great inventor relationships, and we try to adopt a ‘no idea is a bad idea approach’ to feedback from all.

What is driving consumer interest right now?

There is no doubt that for most it is tough in the UK right now, but there are always a few winners – kidult is clearly having a good time, trading cards are doing very well, and toys that help cognitive and processing differences seem to be on the rise. Trends in pop culture are also attracting a wide audience.

What's in store in the next six months?

We are moving into new categories and have exciting developments with Funtasy Family – Chick a boo and Funlockets Secret Mirror. Hitster in Europe continues to dominate the adult games market, and we’re excited about our unleash the cheese campaign for our Guilty Pleasures version launching in August.

upcoming festive season. Both independent and national retailers are backing our range in a big way. The signs so far are strong. We’ve got some exclusive launches lined up and evergreen favourites such as Peppa Pig, Paw Patrol and Bluey, which continue to perform year after year. Brands such as Hot Wheels, Stitch, and Wicked are expected to lead the way this Christmas.

”Any thoughts on trade shows –both attending and exhibiting at – in the next few months and which ones are they?

We’ve got a busy show calendar ahead and we’re excited for it.

We'll be attending LA Toy Fair to connect with licensors and explore global opportunities. We’re also exhibiting at London Toy Fair and Spielwarenmesse in Nuremberg, which are always highlights in the calendar. It’s a great chance to showcase our latest range and catch up with retailers and friends. On top of that, we’ll be attending BLE [Brand Licensing Europe at ExCel London, October 7-9] – it offers a fantastic opportunity to discover the next big licences and strengthen those all-important partnerships.

Kidult is clearly having a good time, trading cards are doing very well, and toys that help cognitive and processing differences seem to be on the rise

“ ”

If kids are in the mix on your holidays, what toys are they taking?

Mine are a little older now, so we will take Hitster Summer to play as a family with friends; it really is a party in a box, and who doesn’t like music on the beach? The boys also love cards, so a simple pack will be in the case, and I always pack a few Galt activity packs and water magic pads to give away on the flight to younger children in the event of delays, or distraction being needed.

Any thoughts on trade shows – both attending and exhibiting at –in the next few months, and which ones are they?

We will 100% be at London Toyfair again; it’s the most important UK show of the year for us. Outside of that, the Toymaster show is a main event. The other one we may consider is the Games Expo [May 29-31 2026 at NEC] to further showcase the Hitster development – sales have doubled YOY; it’s a real phenomenon in Europe, so we want to drive as much brand awareness here in the UK as we can.

Becky Franklin Product development manager Zimpli Kids

How do you as a toy business identify industry trends and decide which ones are worth focusing on?

At Zimpli Kids, identifying trends is a constant and collaborative process. We keep an eye on social media platforms such as TikTok, YouTube and Instagram, as well as monitoring retail data and customer feedback closely. When looking at trends, we always focus on our brand’s message of ‘just add water’, and how we can incorporate that within the trend.

What is driving consumer interest right now?

Collectibles are definitely having a moment. The trend of blind boxes and collectible figurines has taken over the kidult market and now we’re seeing a strong rise in popularity within the children’s sector too. One of our bestselling ranges is our Surprise Baff Bombz, which each contain a surprise figure that’s revealed as the bath bomb fizzes away. With multiple characters to collect, you don’t know which one is inside your bath bomb; it’s the element of surprise and anticipation that really engages kids.

Customers are also still gravitating toward screen-free, sensory and value-driven experiences. Our Gelli and Slime products continue to do well because they’re immersive and tick the box of at-home entertainment that feels like a mini experience or treat, which there has been a noticeable shift in interest towards within recent years.

What's in store in the next six months, and what do you feel will be the highlights, hopes and/or fears for business going forward?

Gemma Lewington Marketing director

University Games and Lagoon

How do you as a toy business identify industry trends and decide which ones are worth focusing on?

We take a multi-layered approach to identifying and evaluating trends, and as University Games is a global business, it’s important that we evaluate international trends, and continually assess our global offering to ensure all our categories are covered. We use retail data, as well as monitoring public consumer channels and feedback as to what people are playing and asking for. We review potential opportunities against our brand values, target demographics, and long-term business strategy. For example, we have seen the rise of the kidult market, and although many of our games and 3D Puzzles already fit beautifully into this category, we continue to invest in new product lines and retail partnerships. Ultimately, we aim to focus on trends that align with meaningful play, community engagement, and lasting value.

What is driving consumer interest right now?

At present, consumer interest is sparked by connection, nostalgia, and value. Consumers are seeking games that bring people together – whether that’s family time playing a board game round the table or a group of friends diving into strategy games. There’s strong demand for social, screen-free entertainment that feels both fun and meaningful.

“

Nostalgia is also a major driver. We’re seeing huge interest in some of the character and brands from yesteryear in new modern formats, such as our new Bullseye board game and Subbuteo – adults who grew up with these iconic brands through their childhoods are coming back to them and introducing the next generation to them along the way.

Collectables are definitely having a moment. The trend of blind boxes and collectible figurines has taken over the kidult market and now we’re seeing a strong rise in popularity within the children’s sector too

“ ”

We’ve worked hard in the first half of this year expanding our Playtime range, and we’ve got some exciting new products launching in time for Christmas, which we hope will be one of the year’s biggest highlights. We’re optimistic and have received an amazing response to the new products at the Toymaster show, but of course, there are always industrywide challenges – from retail pressures to standing out against constant new development. Still, with strong innovation and a loyal customer base, we’re heading into the next six months with confidence.

If kids are in the mix on your holidays what toys are they taking this year?

In our family, nine-year-old Violet is completely slime-obsessed! We’re heading somewhere warmer this summer, and Slime Play is the perfect travel companion. It comes as a lightweight powder, so it’s easy to pack in hand luggage and can be made up once we arrive – saving space and staying within airline liquid restrictions.

Heading into the second half of the year, how do you feel the festive season will be for retailers big and small? There’s cautious optimism across the board. Customers are still price-sensitive, but many are prioritising gifts that feel meaningful and fun. Retailers who can offer standout products with strong value, and deliver on that ‘wow’ moment for kids will be in a good position. Smaller retailers have the advantage of being nimble and creating more curated shopping experiences, while larger retailers will continue to lean on dependable brands with strong sell-through.

” There’s strong demand for social, screen-free entertainment that feels both fun and meaningful

At the same time, value perception matters more than ever. Players want re-playability, quality components, and a lasting experience; that’s why formats like our family favourites Perudo, Who’s in the Bag, Don’t Say It, and Yes! No! are perennial best-sellers. In addition, our Learning Journey range and licensed preschool collections remain very popular with parents who are looking to support education through play.

What's in store in the next six months, and what do you feel will be the highlights, hopes and/or fears for business going forward?

Our 3D Puzzle category has proved a strong performer and we are excited to be adding to this range with a trio of new 3D Flower Puzzles that will be available this autumn. Bouquets of Roses, Carnations and Sunflowers can be created making a wonderful gift and keepsake. We're also looking forward to seeing how our new Bullseye games perform in Q4; they have been exceptionally well received and with a new series of the classic TV show airing this winter, and the darts craze that is sweeping the UK, this nostalgic brand, coupled with fun, modern gameplay is set to be rather popular! Looking into 2026 we are excited to have welcomed Hansen on board, with global distribution rights for this best-selling toys, puzzle and gift range. There are plenty of pick-up-and-play lines that fit into our existing categories, so the UK market will be seeing plenty of the Hansen range in 2026.

We're also very excited to be expanding one of our fastest-growing categories – Football. We have a lot of development in progress with new licensed products and product categories, but all will be revealed in January.

If kids are in the mix on your holidays what toys are they taking this year?

As a family unit, pick-up-and-play card games have always been a goto for us so, Speedy words and Pizza Party are always strong favourites, especially when away from home. These two games are both small in size, so perfect for travelling with, but are packed with entertainment and are great fun for all of us. For my youngest daughter, we won’t be leaving home without her new Learning Journey Sea Life Sort and Learn Puzzle. The new Sort and Learn Puzzles use a magnetic pen to move the coloured, shaped or numbered components to their correct home on the puzzle board.

Trade talk

Anthony Marks Managing director Fanattik

How do you identify industry trends and decide which ones are worth focusing on?

We have focused on the same trend for almost 20 years, which is ‘kidult’ – we were ‘kidult’ before it was even a word!

What is driving consumer interest?

Fans are looking for affordable collectibles – spending £300 on a statue isn’t on the cards for a lot of people at the moment – our sweet spot is £20 retail, which hits the mark. What's in store in the next six months, and what do you feel will be the highlights, hopes and/or fears for business going forward?

Jaws celebrates its 50th anniversary and Back to the Future its 40th, and these two are big titles for us – both anniversary ranges have been well received by the trade. We also have new series of Fallout, Stranger Things and One Piece happening, and we are a licensor for all three, so we are very confident for the future.

Heading into the second half of the year, how do you feel about the upcoming festive season?

We're not affected by the festive season hugely – sure there will be an uptick in sales, but one year our best month was April – the fans are looking for our latest releases no matter what month this falls in. As for the trade in general, I'm concerned for the indies. I have two young children and they and their friends seem more interested in receiving in-game currency for the latest video game rather then a physical toy and I am not sure the trade is moving quick enough to fill the gap.

Any thoughts on trade shows –both attending and exhibiting?

We will be exhibiting at London Toy Show, Spielwarenmesse in Nuremberg and the London Stationery Show in 2026.

If you would like to take part in Trade Talk, we’d love to hear from you. Please email rhys@lemapublishing.co.uk

Scott Eden Design director

Wilton Bradley

How do you as a toy business identify industry trends and decide which ones are worth focusing on?

We identify industry trends by combining global market research, insights from key trade shows, and feedback from retailers, consumers, and digital platforms. We keep a close eye on emerging cultural and social media trends, particularly those influencing how children play and engage. When deciding which trends to focus on, we look for those that align with our core values of active play, creativity, and family fun. Rather than chasing every trend, we focus on the ones we can enhance and bring to life through thoughtful design and innovation.

What is driving consumer interest right now?

We’re seeing interest being driven by a desire for products that offer meaningful, screen-free play and encourage active, social, or creative experiences. Parents are looking for toys that promote real-world interaction and skill development, while still being fun and engaging. Sustainability is also a growing focus, with families showing more interest in eco-friendly materials and durable, long-lasting products. At the same time, social media and influencer culture continue to shape trends, with children increasingly drawn to toys they see online or in the hands of their favourite creators through platforms such as YouTube.

This month our suppliers talk... about what’s driving consumer interest, their hopes for the second half of the year, the benefits of trade shows and more…

be the highlights, hopes and/or fears for business going forward?

The next six months are set to be an exciting period for us, with a strong pipeline of new product launches and marketing activity. We’re particularly looking forward to unveiling fresh additions to our Bubble Go range, building on its success with even more interactive fun. We’re also ramping up our marketing efforts with continued investment in TV, entering the second year of our Xootz: Fun Unleashed! campaign, which has already proven to be a powerful driver of brand awareness and sell-through. While the economic climate remains unpredictable, we’re hopeful that our focus on quality, value, and standout innovation will help retailers meet consumer demand and make the most of peak trading opportunities in the run-up to Christmas and beyond.

Consumers are continuing to prioritise quality time and shared experiences, which plays strongly into the kind of products we offer – from creative toys to outdoor fun and family playsets “ ”

If kids are in the mix on your holidays, what toys are they taking?

enough to fit in a suitcase and attaches easily to a door frame, transforming any room into an instant play space. It’s all about making family holidays easy, playful, and memorable.

Heading into the second half of the year, how do you feel about the festive season?

We’re optimistic about the festive season for both big and small retailers. Consumers are continuing to prioritise quality time and shared experiences, which plays strongly into the kind of products we offer – from creative toys to outdoor fun and family playsets. While value for money remains front of mind for shoppers, we’re seeing that people are still willing to invest in products that deliver joy and longevity. Retailers who offer a well-curated range, clear value, and memorable in-store or online experiences will be well positioned to thrive this Christmas.

Any thoughts on trade shows –both attending and exhibiting at – in the next few months, and which ones are they?

What's in store in the next six months, and what do you feel will

If kids are coming along on holiday this year, parents are packing toys that combine fun, portability, and practicality. Our Bestway pool inflatables are always a hit; perfect for poolside fun and easy to deflate and pack away. For beach days, our Yello ECO range of buckets, spades, and sand toys – made from sustainable materials – lets kids play responsibly while enjoying classic seaside activities. And when it's time to escape the peak sun or wind down indoors, our Toyrific Pop Up Play Town is an ideal choice. It folds up small

We’re excited to get out to events such as BlogOn, which remains a fantastic platform for discovering new influencer talent and forging partnerships ahead of our launches and seasonal campaigns, whether it's for summer fun or Christmas promotions. And come September, The Big Christmas Press Show at the Business Design Centre (September 10) is a major highlight: it’s the perfect annual showcase where we present our latest and flagship toy lines to more than 700 national journalists and broadcasters, securing coverage right as the key season for toy begins.

Rebecca Lazarus

VTech & LeapFrog marketing manager

VTech Electronics

How do you as a toy business identify industry trends and decide which ones are worth focusing on?

As an educational toy business, VTech and LeapFrog identify trends by observing both the toy sector and broader shifts in parenting, education, and adult learning. At the same time, we don’t just follow trends, we aim to lead by creating innovative toys that inspire curiosity, problem-solving, and lifelong learning. Our goal is to stay ahead of the curve while delivering genuine educational value.

In Autumn/Winter 2025, LeapFrog’s Everything Starts with Reading campaign highlights the critical role of early reading in learning and development. By collaborating with developmental experts and parents, we ensure our products support foundational skills like reading alongside curiosity and problem-solving. We strive not only to follow trends but to inspire a lifelong love of learning and equip children for the future.

What's in store in the next six months, and what do you feel will be the highlights, hopes and/or fears for business going forward?

The next six months are shaping up to be an exciting period; we’re launching several

new products, across both the VTech and LeapFrog brands. We’re especially excited to see our media plans and PR campaigns come to life in the lead-up to Christmas, helping to build awareness and momentum around these new launches.

“

We’re confident the new Karaoke Light Party by VTech will be a big hit with families looking for fun, interactive experiences at home over Christmas. It’s a cool, portable, multifunctional Bluetooth speaker that features two wireless microphones – press each pixel button to create up to 10 unique pixel arts and watch how they dance along to the music! In music mode, set the lights to play and create a relaxing light display, or fun lights fit for a party.

If kids are in the mix on your holidays what toys are they taking this year?

Summer holidays are always a real juggle when it comes to keeping kids entertained, especially when you’re travelling between

Annaliese Deakin Marketing manager

Hippychick

How do you as a toy business identify industry trends and decide which ones are worth focusing on?

We’re constantly staying on top of what’s happening across the industry – reading trade publications, keeping an eye on retail trends, utilising platforms like LinkedIn and listening closely to customer behaviour. But the most valuable insights come directly from our customers.

One of the most important things we do as a business is simply pick up the phone. Those conversations help us understand what’s working, what’s missing, and where we can add real value. It’s not about chasing every trend – it’s about choosing the ones that genuinely align with who we are and what our customers need.

What is driving consumer interest right now?

We’re seeing a real push toward sustainability, longevity, and value for money – all things Hippychick has championed for years. Parents are looking for toys that will last, grow with their children and offer more than just a few minutes of play. Products such as the Trybike – cleverly designed to convert from a trike to a balance bike as your child grows. It's a great example of that shift in mindset, and proving really popular. There’s also strong demand for screen-free play that encourages creativity, movement, and social interaction – especially for holidays

In Autumn/ Winter 2025, LeapFrog’s Everything Starts with Reading campaign highlights the critical role of early reading in learning and development

places like grandparents’ houses or trying to balance work and family time. That’s why, this year we will definitely be packing the new LeapFrog LeapMove to take with us. It is plug and play, so very portable, easy to pack, and keeps the kids active and engaged wherever we are. With three learning levels they can learn and progress as they play and we can save unique game progress for up to three players, so there will be no fighting about where they’re up to!

”They love seeing themselves on the screen and transforming into the playable characters. So it’s perfect if it’s a rainy day indoors or for a bit of downtime between outings. It will give them a fun way to burn energy and learn through movement.

Any thoughts on trade shows – both attending and exhibiting at – in the next few months, and which ones are they?

We will be exhibiting at London Toy Fair in January 2026 – it offers the perfect platform to showcase our new toy ranges directly to retailers. It will be here before we know it!

and travel. Toys that are multi-functional or easy to pack are particularly appealing for today’s parents.

What's in store in the next six months, and what do you feel will be the highlights, hopes and/or fears for business going forward?

We’ve got many toys at Hippychick that are ideal for holidays, but there are a few that really shine when it comes to travel-friendly fun… “ ”

The second half of the year is always really exciting for Hippychick. We start to shift into the Christmas buying season, which brings a real buzz to the business. Toy sales start to increase considerably, and it’s always exciting to see which lines really take off. Our hope is that families continue to value thoughtful, well-made toys that deliver both fun and purpose.

The uncertainty around global supply chains and economical changes are always in the background, but we are focused on staying agile and supportive to our customers.

If kids are in the mix on your holidays what toys are they taking this year?

We’ve got many toys at Hippychick that are ideal for holidays, but there are a few that really shine when it comes to travel-friendly fun…

The Vilac Balloon-Powered Boat is brilliant – small enough to tuck in a suitcase, and great to play with in swimming pools, bathtubs or even a shallow stream.

The Classic World Eco Fishing Game is another favourite. It folds away into its own handy pouch, making it perfect for quiet moments on the plane or rainy-day entertainment at a holiday cottage.

We’ve also got a brilliant selection of beautifully designed kites from Vilac and Crocodile Creek – lightweight, easy to pack, and perfect for adding a bit of outdoor fun to any staycation.

RETAIL INTERVIEW

“The

opportunity fell into my lap”

Clare Turner chats to Vicky Brown, director/owner of Just Williams, a traditional toy retailer with branches in East Dulwich and Beckenham, which stock toys and activities for newborns to tweens

What’s your background?

At university I studied consumer services management, so you would say that was quite apt for my current role. But If someone told me that I would own a couple of toy shops, I would have laughed at them… but here I am!

After graduating, I worked as a PA, assisted in setting up a hamper company, worked as a recruitment consultant, then moved into CSR (corporate social responsibility) from organising and managing volunteering programmes and running fundraising events, to being a team administrator for an audit team. Despite my varied roles, you could say they were all client-facing – both internal and external – which has put me in good stead for dealing with the public!

Why did you decide to become a toy retailer?

The opportunity fell into my lap. At the time, my husband and I were thinking of moving out of London and looking at running B&Bs. Then one night I got a call from my friend Jacquie Williams, asking if I would be interested in either partnering with her or buying her business – hence the name ‘Just Williams’.

Wetryto make it as simpleas possiblefor customers to navigateour stores ” “

Jacquie struggled to find the right name, because everything she came up with was registered to a business already, and then a friend suggested Just Williams. If it was today, the suggestion would have been ‘Just Vickys’ or ‘Just Browns’!

It seemed too good an opportunity to turn down. The initial shop was literally a five-minute walk from my house, and after working long hours in the City, it enabled me to have a better work-life balance with my two boys, who at the time were aged four and six.

Tell us a bit about your business. Just Williams is a traditional toy shop, stocking a wide range of toys and activities for newborns to tweens. The first shop opened in Herne Hill (a suburb of south London) in 2006, and we bought the shop in April 2007.

After taking over Just Williams, we opened our second branch in East Dulwich, south-east London (2009), our third branch in Clapham South, southwest London (2011) and our fourth in Beckenham, Kent (2014).

Due to steep rent increases, we unfortunately closed our Herne Hill and Clapham South branches a few years ago.

So today Just Williams is a family-run toy shop business (my husband and younger son do all the shop accounts) with two stores in East Dulwich and Beckenham.

What do you think sets you apart from other toy shops?

We aim to keep our shops looking fresh, and we’re always looking at ways to change them around, bring in new stock, and make sure they’re well maintained. We have a very low staff turnover, which helps build relationships with our customers, and our sales staff are key –from their product knowledge to being welcoming and friendly to our customers.

How would you describe your range? Our stock is always changing to ensure we have new and exciting products. I feel this is key as we have a lot of regular customers and they want to see new and exciting products when they come in. We also have a strong focus on arts & crafts and pocket money toys, ensuring there is something for everyone.

What are your key categories?

We have outdoor, arts & crafts, vehicles, games, puzzles, books, pocket money,

Top

BEST SELLERS By Volume

■ Pokémon booster packs

■ Hot Wheels cars

■ Cut Price Wholesaler rolls of wrap

■ Lego mini figures

■ NDA bubbles and bubble wands

science kits, boys 4-8yrs, girls 4-8yrs, 2-3yrs, baby/toddler. Lego, Schleich, Brio, TOPModel and Orange Tree Toys all have their own stands, so they are key brands in our shops.

How many suppliers do you deal with?

We currently have 108 suppliers and I’m about to add three new ones: Royal Talens, LA Brands, and Buddy & Barney bath toys.

Where do you source products?

From a variety of sources. I attend Toy Fair, Spring Fair, Top Drawer and London International Stationery Show. If I can’t make any of the trade exhibitions, I

try to send my managers. I’m always on the lookout for new products when shopping myself. I also scour magazines and the trade press, and talk to customers, as well as liaising with reps.

What's your selection criteria?

The first thing I look at is the packaging, what the product looks like, the contents/play value, and then the margin. And we check that the appropriate age is on the item. That’s because while there are some great products out there that are for children aged eight-plus, the graphics on the box are very ‘young’ and wouldn’t appeal to an eight-yearold, so we wouldn’t stock it.

How do you merchandise toys and games in your store?

We try to have everything facing forward so all products are clearly visible, and make sure they are in a logical order. We try to make it as simple as possible for customers to navigate our stores. So we organise by age, with specific areas for games, puzzles, science kits, and vehicles.

What’s on your counter/by the till?

We have a variety of impulse and pocket money lines such as One for Fun fidget keyboard chains, Time Pop – Light Up Push Poppers Games, travel games from Toynamics and HTI , and TOPModel hair mascara and TOPModel mini pads.

How’s trading been for you so far this year?

It’s been a tough year. Trading has been up and down, and customers’ buying habits are very unpredictable: they say they want one thing but then buy another.

When I first started working in retail, everything was more predictable. Customers bought larger items in-store – rather than purchasing them online and getting them delivered to their door.

Let’s get personal

What’s a typical day?

Is there ever a typical day?

As I live 250 miles away from the shops and also run another business, I’m continually switching between my Just Williams hat and my Old Lanwarnick Cottages [a luxury holiday cottage rental business in Cornwall] hat.

Generally, once I’ve walked my dogs, I spend the morning clearing emails, touching base with my managers, making sure any customers' orders are dealt with, and then looking at stock.

At 3pm I stop – not for the school run – but to feed and check on my alpacas. I usually then focus a few hours on my holiday cottages, and come back to Just Williams items in the evenings.

What part of your job do you enjoy most?

I love spending time in the shops as it helps me to validate our buying behaviour, and to be in touch with customers to understand what they’re looking for from an independent toy shop.

Last week a grandmother thanked us for having enough items for her grandchildren to choose from to spend their £5 pocket money on, while another customer said they loved coming to us as they always find something different to give as a gift.

And the least?

The part of my role I dislike is keeping our epos system updated. It feels like suppliers are always changing their prices so it's a never-ending job.

What were your favourite toys when you were a child?

I have fond memories of playing Playmobil with my brother – and My Little Pony.

What are your favourites on your shelves now?

Our stock is always changing to ensure we have new and exciting products ” “

What’s proving popular?

Pokémon, Pokémon, and Pokémon! We just can’t get enough Pokémon, and it’s getting the 18-30-year-old males through the door, who are also our market for strategic board games and party games.

Crafting has always been popular, especially as it spans all ages, but particularly for children aged nine to 12 where parents are looking for something to get them off screens and gadgets.

What are some of your new arrivals?

Wilberry Dressed Animals, Sequence Art (which we had years ago), Taff

The products I like are those that are beautifully packaged and offer value, such as the Kitty McCall Paint By Number Kits, SmartMax toys, Haku Yoka crayons range, and all the Big Potato Games.

What’s the most fun you and your team have in the working week?

There is always a lot of banter going on, and we always have a laugh when the team tries to create interactive or funny images or reels for social media. We are a toy shop, and it should be fun!

Who's been the most frustrating customer in your shop – and why?

We did have a customer who regularly went into both branches and always tried to get a discount, saying that the other branch had offered it to her.

Toys, Ravensburger Play+, new Thames & Kosmos science kits, and Crocodile Creek Scratch Art.

Have you spotted any hot crazes or trends?

local schools to get our name in front of core customers. We’re always looking at ways we can link with them. For example, we run art competitions, offer raffle prizes, and host arts & crafts stands at school fairs.

What have you been stocking for the summer months?

■ Jazwares 7.5in Squishmallows

■ HTI Bluey Medical Kit

■ Character Options Tap Tap

■ TKC Stomp Rockets

■ Canal Toys Slime and Sensory kits

“

We just can’tget enough Pokémon, and

crafts but this year we’re going all out, and creating an art section in our shops with a range of oil colours, gouache paint, acrylic, charcoals etc – along with a range of art papers, brushes, canvases and hard-cover sketch books. We’re continually being asked for art supplies and arty gifts for nine-yearsplus, so we feel this fits the bill.

Legami erasable pens are flying out the door. And it amazes me how popular the Sylvanian blind bags are with all ages, from three-year-olds up to those in their early 20s. Fidget toys are as popular as ever, and recently kids bought them to help with exam stresses!

How do you react if a product isn’t selling well?

The first thing we look at is where it’s positioned in the shop – and does it need to change. Then we ask: is it selling better in the other branch? If there’s a huge difference from one branch to the other, we move the stock. If the stock is in a prime position and not selling in both branches we would then look at the pricing.

Do you offer any services?

We offer free gift wrapping, which we do a lot of on Saturdays when parents frantically stop by on their way to parties! We also offer gift vouchers, which can be purchased in store or online. Plus, we regularly order items in for customers, take pre-orders for Pokémon, and offer click-andcollect. And we do have a few customers who want to pay over time for a gift, which is usually done in the lead-up to Christmas.

How do you get the word out there?

We used to do regular advertising but in the past few years we’ve just focused on social media and supporting

We’re excited about stocking the Scrunch bucket range again, after many years; we love its eco credentials. And it’s great to have traditional wooden rounders bats and pickleball sets.

Are you hosting any in-store events over the holidays?

We’re planning to run a competition called What Summer Means to Me. Entries can be in any form, from a drawing, painting or collage to a poem or story. We’re excited to see what our customers come up with. Following on from this, we will have a specific art competition focused on autumn come September.

Finally, what’s next for your toys and games?

We’ve always stocked a lot of arts &

it’s gettingthe 18-30-yearold males throughthe door, who are also our market for strategic boardgames andparty games

”

Don’t blame the weather

It doesn’t really matter where you are in the UK (the Outer Hebrides and the Shetlands notwithstanding), the early summer has been warm, at the very least. At the time of writing, we have got through a third ‘heatwave’ and the usual flash flood and thunderstorm alerts have been issued. So far, so abnormal (although long periods of high temperatures are set to be the new ‘normal’ apparently).

But unusual weather patterns do provide retailers with excuses. ‘Too hot’ (usually uttered by those who’ve got too much of the wrong thing in-store when the sun comes out), ‘too cold’ (outdoor activity toys springs to mind) or ‘too wet’ (nobody’s going out, so I’m not shifting those outdoor toys) – there’s always a good reason why the stock that you have is, unaccountably, not selling.

Yet the buyer’s endless quest for the right thing at the right time is what this all boils down to, and as has probably always been the case, it’s a matter of moderation. The Goldilocks spot when it comes to choosing what next to put on the shelves is the Holy Grail; neither too much, nor too little in all things.

Yet how to avoid the siren call of the brand sales team or those lists that purport to inform you of the top-selling items for winter 2025 or the early part of 2026? It’s always worth looking at who is producing this kind of information and working out whether they too have some kind of axe to grind. A healthy dose of scepticism should be an essential requirement for any wannabe buyer, and the ability to maintain a poker face when challenged with the business of selecting a range for your store will probably come in handy.

Make your store the kind of place that shoppers may wish to visit even when its 35C outside “ ”

But what happens if, with the best will in the world, the toys that you have chosen just don’t sell? At this point it’s perhaps worth noting the sage words of a former boss, a head buyer, who informed your correspondent: “At the beginning of a season I can tell you exactly how many items I will sell, I just can’t tell you what price I’ll sell them at.”

This is a considered way of saying that there is a price for everything, and for shoppers the notion of a picking up a ‘bargain’ is oil poured on a shopkeeper’s troubled waters. There is, of course, the little matter of profit, and too many markdowns equates, ultimately, to the end of business. But those who know what they’re doing are unlikely to be faced by this, even if margins are slimmer than might be hoped.

Back to the weather, however. What should the canny toy retailer be doing when caught on the hop by the hottest early summer period for 40 or 50 years (or whatever the comparison being drawn may be)?

The answer is to keep cool. This is not a matter of being levelheaded, although this is useful, but to make your store the kind of place that shoppers may wish to visit even when it’s 35C outside. Fans, portable air-conditioning units and ice creams are all fit for purpose, and if you can combine cooler in-store temperatures than outside and couple this with free popsicles or similar, then there’s a fair chance that you may be able to sell a few things at a better price, rather than hanging on to them and hoping things will improve.

The chances are they will not, as the idea that as ‘one door shuts, another closes’, tends to be the way of the retail world unless you’re prepared to be a little proactive – and if this means keeping your store cool, make it so. All of this comes at a cost, but bear in mind that behind every delivery that is made to your store there’s another waiting to be delivered. Space and funds are finite, and having things piling up owing to a spell of inclement weather will never be the way forward.

Get stuff done and make your store the sort of place that shoppers will want to visit, irrespective of whether the sun is cracking the flags or a horde of brass monkeys is heading down the high street. There will always be something that can be effected that will make your store a haven for the toy shopper – and for the grown-ups, a pop-up café serving iced coffee or hot chocolate (depending on the season) will probably go a long way towards keeping things moving.

The next time then that you happen to glance at the business pages of a paper or online media, and notice a retail CEO is blaming the weather for poor results, it might be worth considering whether this is little more than a time-honoured excuse for a job done badly. It’s usually the case that when this happens the share prices of the biggest retailers, those that are listed on the stock market, takes a hammering as the impression gained is that poor management (stock and instore) is to blame.

In fairness, we are on the cusp of the great summer holiday departure as I write this, and warm weather should a blessing. How many times have you wandered into a store in search of some beachwear or maybe a beach tennis set and found that it’s sold out and that you are confronted by an offer for early autumn. Some things never change, but if you’re a shopkeeper, it means you’ve managed to clear summer and are on to the next thing. All good.

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.

Withhot weatherand heatwavesin recentweeks, we’reheading intotheactual heightsof summerand, endless schoolholiday showersaside, JohnRyanhas some warmhearted advicefor retailers…

Talking retail

Jayne Rees

Eve’sToy Shop

Llandeilo, Wales

How important are the summer holidays for your business, and how do you maximise sales over the period?

The summer holidays are important for us – truth be told, we’d really struggle without them! It’s a time when not only our local children pop in, but also their visiting families and holidaymakers in the area. We make the most of the season by creating a fun, welcoming atmosphere with plenty of hands-on things to explore, and we often run free little activities or themed events to bring people in. It’s all about keeping things playful and relaxed; a child-friendly toyshop! What change, big or small, have you made that has had a big impact on your business?

“One

small change I’ve made is trying to post more regularly on social media. I’ve realised it’s not about being perfect; it’s just a way to remind people that we’re here”

This

month

our retailers talk

about what’s selling well, summer holidays, what’s by the till, and changes they have made in their businesses

Kevin Willis, manager Champions & Co

Wallingford, Oxfordshire

One small change I’ve made is trying to post more regularly on social media. I’ll be honest – it doesn’t come naturally to me, and I often find it hard to think of what to post! But I’ve realised it’s not about being perfect; it’s just a way to remind people that we’re here, and hopefully it will make a difference. Even simple posts help keep the shop in people’s minds.

We’ve also recently started stocking Games Workshop, and it’s been a really interesting and positive shift for us. When we stopped selling Lego –after they insisted on a £10,000 annual spend – it left quite a gap, particularly for our older boys. I was disappointed, to be honest. It felt like Lego wasn’t thinking about small rural communities like ours, or the kids who pop in with their pocket money to choose

something for themselves. That said, letting it go was actually a bit of a relief. The markup was poor and it took up a lot of valuable space in the shop. It was my son who suggested Games Workshop – he’s still a fan in his early 30s – and I’m so glad I listened! I wasn’t sure at first (it’s not exactly the prettiest thing on the shelf), but it’s packed with all the qualities that make a brilliant toy. The children paint the figures, read the rules, learn how to play, take turns, and share ideas – it’s full of real-life skills they’ll use as they grow. What’s been lovely is seeing how wide the appeal is – we have customers of all ages coming in for it. And even better, my son and another dad from the town have just set up a free fortnightly Sunday meet-up, where local kids can come along and play together. It’s created a proper little community; the chocolate biscuits go down a treat and the children love it.

What’s currently by the till?

At the moment, we’ve got a lovely little selection of Usborne snap cards right by the till. They’re perfect for adding that extra something to a customer’s basket, and it’s amazing how often people grab a set as I’m packing their bag. It just helps increase our average order value.

Will you be attending Autumn Fair this year? If so, what will you be looking for?

I haven’t decided yet! I did go last year but found it a bit disappointing – I was actually a bit cross, to be honest, as it felt like such a waste of my time and money. That said, I think they’re trying to improve it this year, so I’m waiting to see who’ll be exhibiting before making the call. I’ll check nearer the time and decide then.

What’s selling well for you at the moment?

Like many other retailers at the moment, I’m sure, some of our most popular items are Pokémon and Lego. Next in line I would say is our pocket money range, which has doubled in size. Overall, we are selling a good mix of everything at the moment, which has enabled us to have a great first half of the year.

What’s currently by the till?

Items surrounding us by the till at the moment are trading cards, TY, minifigures – all good little pick-up lines. But next to our till we have the brightly lit Schleich stand, which has proven to be a fantastic draw in for the customers when they come to the toy department. The Eldrador creatures on the stand have been another top seller; it seems the scarier the figures the better! What change, big or small, have you made that has had a big impact on your business?

We haven’t made any big changes as such; we just keep evolving on what we already have. Word of mouth is key for a shop like ours, so by having those conversations with customers, it allows us to keep moving forward, and we think we have found a good balance in our stock.

What’s popular in playground crazes?

This year it’s all about the squish! I can’t recall previously buying as many squishy, stretchy gooey pocket money toys as we have done this year, and they seem to be very popular with the younger generation.

And how popular is kidult with your customers?

Regarding kidult, we champion it (pardon the pun) because myself and my colleagues feel we are a part of this, which is why toys is the best department to work in. We have noticed that some adults find some toys therapeutic, and some are just reliving their youth – so we say if it makes you happy then go for it.

Michelle Baker, Kevin Willis, Maria Malachynska

Rachael & William Sankey

Harold'sToy Store Church Stretton, Shropshire

What’s selling well for you at the moment?

As ever – Pokémon, except now it is impossible to satisfy the demand for it. Other than that, old favourites such as Airfix, Lego and Schleich.

How important are the summer holidays for your business, and how do you maximise sales over the period?

Summer break is important because we are in a place where people like to come on holiday and there are a lot of retired people living here who receive visits from their grandchildren during this time. We try to have season-appropriate items in, so at the moment we have outdoor toys and water guns as well as games, which people like to buy for something to do on holiday.

What change, big or small, have you made that has had a big impact on your business?

"We moved premises in May and the difference has been astounding. It's like a different shop"

We moved premises in May and the difference has been astounding. It's like a different shop. People have told me they didn't notice us before, or did see the shop but didn't go in

Dan Lovett, manager

TheToy Box Beccles, Suffolk

What is selling well?

Well... At the moment it's (you guessed it) Pokémon, and it is bonkers; the minute it hits the release date, the emails, dm's, text messages and phone calls roll in. And it's all sold before your second coffee of the day. With the 30th anniversary just around the corner there is no sign of it slowing down.

What’s currently by the till?

"Our

Our counter display next to the till has sat empty now for over two months, as we are having to hide single Pokémon booster packs up away from the adults, or (kidults).

These kidults are spending mortgage money on Pokemon at the moment, whereas our younger collectors are happy with a few single packs we keep aside for the under 18s.

counter display next to the till has sat empty now for over two months, as we are having to hide single Pokemon booster packs up away from the adults"

Sticking with the kidults, it's not just the Pokémon, Lego is also very strong in this area – Speed champions and the flowers come out top. Also Sylvanian Families with their blind bags are proving very popular thanks to good old social media platforms. Customers even show us how they have displayed their latest Sylvanian baby.

because it was a bit out of the way. People didn't realise, for instance, that we sold games because they weren't visible through the windows, and anyway, people would have to cross a difficult road to get to the windows. I knew it wasn't the best place in town but I had no idea just how much it was holding us back.

What’s currently by the till?

On the desk are Pokémon cards, Magic: The Gathering cards, Disney Lorcana Cards and a War Child charity collection box. Will you be attending Autumn Fair this year? If so, what will you be looking for?

I haven't decided. If I do go I'd like to find more independent UKmade brands.

Paul Wohl ArgosyToys Westcliff-on-Sea, Essex

What’s selling well for you at the moment?

Pokémon, plush – anything Japanese.

How important are the summer holidays for your business, and how do you maximise sales over the period?

Not important really; a lot of our customers go on holiday, it's usually very quiet.

What’s currently by the till?

Pokémon cards.

What change, big or small, have you made that has had a big impact on your business?

We’ve made more space for Pokémon and plush.

Will you be attending Autumn Fair this year? If so, what will you be looking for?

Maybe, if we have enough time.

Any other issue you would like to highlight?

Shoplifting is worse than ever.

DON’T MISS…

Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now!

Product: Paw Patrol costume range

Company: Rubies

Tel: 01491 826500

Email: customerservices@rubiesuk.com

Web: www.uk.rubiesmasquerade.com

Product: Yoto Mini audio player

Company: Yoto

Tel: 0800 949 6395

Email: hello@yotoplay.com

Web: www.uk.yotoplay.com

Product: Miraculous Slime

Baff and Baff Bombz

Company: Zimpli Kids

Tel: 0845 459 1818

Email: sales@zimplikids.com

Web: www.zimplikids.com

Product: Care Bears Wicked plush collection

Company: Basic Fun! UK

Tel: 0118 925 3270

Email: bfuk@basicfun.com

Web: www.basicfun.com

Product: Dynamic Multiplayer Dōteki

Company: Tomy

Tel: 01392 281900

Email: response@tomy.com

Web: www.uk.tomy.com

Get involved with TNP Toy Testers

Putting toys in the hands of those they are made for!

There is no greater judge than a kid or parent and with every Toy Tester article we publish, it gives the retailer a real insight into your product and just how good it is.

It’s highly visual and really impacts around your branded campaigns.

We are now taking bookings for 2026, and if you would like to look at booking one in, or for more information on how we can maximise your products in this way, do get in touch.

Here’s what some of our Toy Testers have said when testing the toys –

These are more than just a toy, they’re a powerful tool for learning. I can really see these supporting my kid’s development - Commotion

It’s really sturdy and bright. Lola loves it – MV Group

My youngest girl Sadie has enjoyed cuddling with him while watching TV, which is always a sign of a good toy – Just Play

The cover artwork on the box and because of the film’s popularity, are what makes it immediately intriguing - Asmodee

I would definitely recommend the toys to friends, they’re a great mix of that traditional vibe with all the modern stuff mums look out for – Jura Toys

The cards with the images that project are really cool – Maped Helix

If I was allowed to play with this all the time, I would – Epoch Making Toys

EditorialRhys Thomas rhys@lemapublishing.co.uk 07902 396 525

AdvertisingClaire Naish claire@tnpmedia.co.uk 01442 289 937 / 07730 362 338