Production Director Paul Naish paul@lemapublishing.co.uk 01442 289933
Regulars
6 Editor’s Letter with Rhys Thomas
8 News
The latest from the industry
14 What’s New
The latest products you need to get your hands on
42 Don’t Miss Must-stock items for retail
Special Report
Lema Publishing Ltd Unit 1
9 Five minutes with… Dan Ward, Head of Sales, Craft Buddy
16 Cover Story
Commotion CEO and MD James Shepherd on an award-winning year
18 DreamToys 2025
We report back on this year’s DreamToys event
Features
22 Sensory and Wellbeing Toys
The most satisfying category in toys
36 Toy Fair 2026 sneak peek
An early look at next year’s exhibitors
Toy Testers
32 Wilton Bradley Wilton Bradley’s Xootz range gets taken for a test drive
34 Toy Testers in 2025
Broomstick Industrial Estate High Street Edlesborough, Buckinghamshire LU6 2JA
We reflect on another big year for the Toy Testers
Retail Interviews
20 John Lewis & Partners with Buying Manager Alan Wright 30 Jarrolds with Toy Buyer Lauren Eves
Editor’s letter
And there it is, the final issue of Toys n Playthings for 2025. November brought with it one of the best annual toy industry traditions: the DreamToys list announcement.
Team TnP headed into central London for this year’s DreamToys event, a refreshed and pared back showcase designed to highlight the stars of the show, the products.
Toymaster’s Paul Reader, Chairman of the DreamToys Selection Panel at the Toy Retailers Association, told us it was time to “change it up”, and the committee had worked with a new agency to reimagine the showcase.
“That fresh pair of eyes and a fresh approach has been refreshing,” he said.
“
As we move into 2026, we aim to expand the guest brand programme further, bringing in more diverse brands and enhancing our marketing strategies to attract a broader audience
“It’s 15 products and the suppliers behind them, and we’re very pleased with the outcome.” Head over to page 18 for our report on the event, as we hear from the suppliers behind this year’s selected products.
Commotion returns to our cover this month after a successful year filled with product launches and award wins. We caught up with James Shepherd, CEO and Managing Director, on page 16 to discuss the now bulging tickit brand trophy cabinet, and the driving force behind its guest brand e-commerce initiative. There are big plans in place to expand the programme in the coming year, James says: “As we move into 2026, we aim to expand the guest brand programme further, bringing in more diverse brands and enhancing our marketing strategies to attract a broader audience. We’re also exploring additional partnerships and collaborations to enrich our product lineup.”
Elsewhere retail editor Clare Turner spoke two very different year equals beloved department stores, John Lewis & Partners, and Norwich institution Jarrolds to learn how toys are measuring up against their other sectors.
With Christmas taking up much of his time,
Rhys Thomas
John Lewis & Partners Buying Manager Alan Wright is nonetheless looking ahead to sourcing for 2026. “We attend Toy Fair in London and Spielwarenmesse in Nuremberg every January - it’s truly the most exhilarating and exhausting time of the year!” he said (and we agree!). “Before the exhibitions, we meet our largest suppliers for a sneak peek of the biggest launches. In addition, we keep an eye on Google trends, review Circana data and, of course, I like to know what my friends’ kids are playing with.”
Lauren Eves, Jarrold’s recently appointed Toy Buyer, maintains that broad appeal has been key to its best-sellers list. “Soft toys and plush are performing really well for us, alongside construction,” she told us. “We find that with these categories we hit all age demographics”. Head over to pages 20 and 30 respectively to read the full interviews.
Just as we head to press, we are sad to learn of the passing of Terry Padgett at the age of 80. Terry was a true toy legend, visiting Hong Kong for his first toy job at the tender age of just 15. He was a dear friend of Toys n Playthings Founder and Chairman Malcolm Naish, who has shared some recollections from Terry’s storied career.
“Terry loved the toy trade along with travelling to the Far East and in the early eighties with his brother David formed Padgett Brothers, creating the A-Z series of pocket money toys,” said Malcolm. “He also met his loving wife Linda in Hong Kong and they continued travelling for business until only a few years ago – they had also just celebrated their 40th wedding anniversary earlier in the year.
“He was a brilliant sourcer of value-for-money toys, building up a loyal customer base in the volume side of the toy industry. Such was his growing importance within the industry that Terry was invited to join the Board of the Harrogate Toy Fair in the 90s and remained an active Board member until very recently.
“An avid Leeds United supporter, we often had discussions on the state of the game and his support of Leeds United never wavered. Along with his wife, Linda, they were season ticket holders, never missing a home game.
“He will be greatly missed. A true gentleman has gone, but never forgotten!”
Whizz Balance Bike
UK toy market hits £3.9bn
Circana’s latest data reveals that the UK toy market has bounced back in 2025, growing to £3.9bn. The industry grew three per cent in the latest 12 months (to August 2025) and is up six per cent between January and August 2025, setting the stage for a strong finish to the year. Average spend per toy is £8.54.
For the second consecutive year, building sets has been the fastest-growing category. The market is now worth £336m (Jan-to Aug 2025) and accounts for 18 per cent of all toy purchases.
Collectibles, which sit across all toy lines and are categorised as those parts of a series or blind-bag collection, are also driving growth. They now represent 17 per cent of spend (£262m) and 22 per cent of all toys sold to September.
The kidult (categorised by Circana as 12-plus years) market has expanded by five percent in the 12 months to June 2025, accounting for £1 in every £3 spent and worth £1.2bn, or 31 per cent of total toy spend. This trend is expected to continue: data to July 2025 shows that almost half of adults aged 18 plus (43%) have bought a toy for themselves or another adult this year – a figure that rises to 76 per cent among 18-34-year-old shoppers.
“It’s a double success story,” said Melissa Symonds, UK Toys Director at Circana. “We’re seeing children rediscover the joy of play while adults are embracing it as a form of selfcare, nostalgia and fandom. That combination is keeping the market vibrant and relevant.”
Toy Trust donates £50,000 to Kids Inspire
The Toy Trust proudly presented a cheque for £50,000 to children’s mental health charity Kids Inspire in November.
The donation is the culmination of this year’s MEGA Midsummer Mayhem fundraising campaign, which saw companies and individuals across the toy industry come together to raise vital funds for the Toy Trust’s 2025 main charity partner.
Representing the Toy Trust, Matt Jones and Tracey Butcher presented the cheque to Paula Ashfield, Head of Fundraising at Kids Inspire, (pictured) during a visit to the charity’s headquarters in Chelmsford.
Cobi founder honoured by European Congress
The founder of Cobi UK’s parent company has been named a winner of the Economic Award of the European Congress of SMEs. Robert Podleś, founder and president of the Cobi Capital Group, began the company in 1987. His family business quickly rose to prominence and, just three years later, the game Komandosi won Razem magazine’s Game of the Year award and was the first toy advertised on Polish television.
In collecting his award, Robert said: “This is a reward for all my employees. The entire process – from design to production – takes
of SMEs
place in Poland. We, as entrepreneurs, should do everything we can to put pressure on politicians and make it possible to maintain production in Europe.”
Nearly 40 years since its founding, Cobi is today recognised globally for creating some of the most unique and detailed scaled brick models, and expanded through an established global sales network covering nearly 50 countries.
Lee Crocker, Country Manager UK and Ireland for Cobi UK, shared congratulations for Robert’s award and looks forward to showcasing the company’s latest innovations in early 2026.
“It was a real pleasure to meet the incredible team at Kids Inspire and to see first-hand the impact of their work,” said Matt. “This donation represents the collective efforts of so many incredible people across the toy industry, and we are immensely proud to support a charity that’s making such a real and lasting difference to children’s lives.”
The £50,000 donation will directly help Kids Inspire continue its specialist traumainformed therapy work, supporting children and families across Essex and Suffolk who have experienced trauma or face mental health challenges.
Paula said: “This incredible donation will make a real and immediate difference for the children and families we support. Demand for our trauma-informed therapy continues to grow, and thanks to the Toy Trust’s generosity we can reach more children and help them feel safer, stronger, and ready to move forward. We’re so grateful to everyone in the toy industry who got involved.”
EU adopts stricter toy safety rules
The European Parliament has passed new toy safety rules in response to a rise in unregulated products entering the bloc through online marketplaces.
The ruling was voted in with broad support during a session in Strasbourg.
The upshot is a number of additional bans on potentially harmful materials, stricter safety regulations that extend to the mental health implications of digital toys, and an introduction of a
digital product passport (DPP) to track compliance with these obligations. Online marketplaces will also be expected to provide display space for CE marks, new safety warnings and the DPP.
Marion Walsmann (EPP, DE) said: “With the new toy safety regulation, Europe is sending a clear signal: safety must not be left up to chance. Thanks to clear guidelines, modern safety requirements and fair transitional arrangements, companies can plan and grow responsibly – and children can play carefree.”
Stronger materials restrictions will focus on removing more potentially harmful chemicals from the toy supply chain.
The Entertainer introduces Harry Potter and Pokémon ranges
The Entertainer is enacting its biggest range refresh to date with the introduction of more than 200 licensed toys tied to entertainment properties repudiated by its past owners.
They include global franchises such as Harry Potter, Stranger Things, Wicked, Pokémon and Netflix’s new hit KPop Demon Hunters. The business, which was recently transferred to an employee ownership trust by the founding Grant family, says it is “evolving its range to meet customer demand”.
Heather Robbins, the retailer’s CCO, said: “Adding Harry Potter, Stranger Things, Pokémon and other high-demand brands to our product portfolio represents an important step in the evolution of our business, catering increasingly for a wider age range and broader customer interests. The products will be available nationwide across The Entertainer’s entire 160 UK-store estate, online, and more than 1,000 concessions including Tesco and Matalan.
Five minutes with… Dan Ward, Head of Sales, Craft Buddy
Dan reflects on international growth in 2025, navigating US tariffs, and carrying momentum into the new year
What is your overall view on trade in 2025 - particularly compared with last year?
This year has delivered continued growth, supported by new accounts in the UK and Europe, and an expanded distributor network in key territories including Italy, Spain, Israel and South Africa.
Retail momentum remains strong, with bespoke ranges for major retailers and increased clip-strip placements at Tesco and Asda for Crystal Art Buddies, in addition to last month’s launch of our cobranded range with Hobbycraft. We’ve also onboarded Lidl and Rossmann in Germany.
When comparing this year with 2024 the end of the D100 Sticker Album contract removed our highest-ever volume line back in March. However, the new Harry Potter Crystal Art Sticker Album has become a strong replacement and continues to thrive with the ongoing engagement in the brand and anticipated launches in 2026/27. Despite this, we hope to close Q4 on a similar trajectory to last year.
What has been your biggest highlight of the year?
I would say we have three standout highlights from 2025, starting with November’s successful launch of the Hobbycraft co-branded range following a year of planning across both our teams and several departments. Securing Crayola distribution for Italy and Spain and launching this at Milan Toy Fair earlier in the year was another signifi cant win and, fi nally, the move into our new multi-level UK warehouse has signifi cantly enhanced our operational effi ciency and capacity.
How acutely have macroeconomic factors impacted your business in 2025?
All these factors have shaped trading conditions in a number of ways but proved more manageable than expected and maintained supply continuity plus commercial progress.
Tariffs affected the pace of our USA rollout, although September’s LA Previews generated strong global interest and reinforced to us the relevance of international growth with visitors from all over the world, not only the US.
Continued disruption in shipping times have been overcome and we’ve reached a position where we’ve successfully adapted to an additional 30 day shipping timescale.
How has the growing kidult market impacted the way you develop, position or market your products?
Without doubt the kidult sector will continue to expand and our licensed craft ranges naturally serve this demographic. Products such as the Disney 100 and Harry Potter Crystal Art Sticker Albums have been instrumental in attracting older fans, as have other studio franchises.
Are you optimistic heading into 2026?
We are optimistic heading into 2026, driven by an expanded licensing slate—including Hello Kitty, Fuzzballs, Universal/NBC and new Hasbro properties— all of which broaden global retail opportunities.
Early momentum in the US, the operational benefits of our new warehouse, and potential economic stabilisation all support our expectation of continued growth.
NEWS
Jacqueline TaylorFoo named Fence Club Chairperson
Jacqueline Taylor-Foo has been named the new Chairperson of the The Fence Club, officially sworn in to the position during the organisation’s AGM in early November.
Currently serving as General Manager UK and Ireland of Jumbo Group, Jacqueline brings decades of leadership experience in the toy trade to her new role. Previously she held senior posts at Melissa and Doug, Spin Master, Zapf Creation, and Mattel.
“What an honour,” said Jacqueline. “This is the 75th anniversary of the club, a truly special, milestone year. Here’s to making the 75th year one that’s positively remembered for the next 75 and continuing to help thousands of children annually.”
Jacqueline takes over as chair from Derek Scott, Head of Sales at Ravensburger UK.
Derek said: “I was delighted to hand over the role of chairman to a friend and fellow committee member[…] It’s been a real privilege to serve The Fence Club, and to play my small part in supporting the many charities and the thousands of children they reach, all made possible through the generosity of our members and the wider toy community. In this, our 75th year, we are in great hands.”
The Puppet Company gets festive with Liberty
The Puppet Company helped bring Christmas magic to iconic London department store Liberty, collaborating on the launch of the retailer’s celebratory Christmas Liberty Elf.
The Liberty team worked alongside a network of talented makers and creators from across the UK to bring the project to life, including The Puppet Company, whose sister company Wilberry Toys was asked to bring together all the diverse materials to produce multiple version of the elves.
Sue Lockey, owner and co-founder, The Puppet Company, said: “The Liberty Elf is a charming and memorable addition to Liberty’s famous displays and a wonderful treat for the thousands of Christmas visitors to this iconic store.
We’re thrilled to have played a part in the Christmas celebrations of one of London’s most famous stores.”
Hamleys documentary coming this Christmas
Hamleys is the star of a new celeb-studded documentary airing on Channel 4 this Christmas, celebrating some of the top toys of all time.
ITN Productions was commissioned to produce the 90-minute programme featuring Jonathan Ross and daughter Honey, Alison Hammond and son Aidan, and best friends and comedians Lou Sanders and Harriet Kemsley, who were given after-hours access to run wild ino the retailer’s iconic London store.
saw its senior buying team create a definitive top toys list to mark the retailer’s 265th birthday.
The programme concept follows Hamleys summer campaign from earlier this year, which
Isaac Larian enters Toy Hall of Fame
Victoria Kay, Head of Buying and Merchandising at Hamleys, said: “For this Channel 4 documentary, the ITN Productions team has tapped into the love of toys, childhood and play and sought to bring out the intense excitement and warmth to life that we witness
every day in our Regent Store and across our stores worldwide,” she added. “We love the show and are as excited as a child in a toy shop to share it with the world!”
of MGA Entertainment, Industry Hall of Fame ahead
Isaac Larian, founder and CEO of MGA Entertainment, and Melissa and Doug Bernstein, founders of eponymous toy company Melissa & Doug, are to be inducted into the US Toy Industry Hall of Fame ahead of next year’s New York Toy Fair.
The late Stanley Weston, inventor of the G.I. Joe action figure and founder of Leisure Concepts, will also be posthumously honoured.
“Melissa and Doug Bernstein and Isaac Larian have earned their place among the very best of our industry by redefining play for generations,” said Greg Ahearn, president and CEO of The Toy Association. “Their induction into the Toy Industry Hall of Fame honors their extraordinary legacies.”
The 2026 Toy Industry Hall of Fame inductees will join an impressive group of 98 industry leaders who each have had a significant impact on the lives of children through toys and play. Their induction was nominated and voted on by members of The Toy Association in recognition of their significant contributions to the industry.
The Toy Industry Hall of Fame lives alongside the National Toy Hall of Fame in a special exhibit at The Strong National Museum of Play in Rochester, NY.
Fanattik signs two “pivotal” deals
Fanattik announced two major licensing deals in November. It’s partnering with Mattel, and US video game giant Activision Blizzard.
Under the agreement with Mattel, Fanattik will develop a host of products for the toy maker’s top brands, including Barbie, Masters of the Universe, Hot Wheels and Uno. It includes home décor, gifts, collectibles and accessories for sale across Europe, MENA, Canada, Australasia and Latin America.
Melissa Tudor, Creative Director, Fanattik, said: “The priority for my team will be Masters of the Universe as this new film will be out in 2026; this first range will be a mix of heritage as well as new film related product.”
With Activision Blizzard, Fanattik will create collectibles, gifts, home décor and accessories for hit video game franchises including World of Warcraft, Diablo, and Overwatch.
Fanattik MD Anthony Marks, called the agreement “a pivotal moment”. “It’s that big of a deal,” he said.
Tomy goes big for JCB milestone
Crowds are flocking to see a special 80th birthday installation at JCB’s lakeside HQ in Staffordshire - a full-sized digger presented as if it were a Britains scale model.
An eight-tonne JCB 3CX Sitemaster backhoe loader is on display in super-sized packaging in the style of the iconic 1:32 scale models produced by Tomy’s Britains brand. It stands around 15 feet high by 25 feet wideand looks even more spectacular when lit at night.
The exhibit also celebrates a milestone in the near 60-year partnership between JCB and Britains: the production of more than a million replica models.
“The most successful Britains JCB replica model has been the backhoe loader, so Tomy is delighted to see this product in the form of this giant model displayed at the JCB World Headquarters in Staffordshire,” said Mary Wood, Managing Director, Tomy Europe.
JCB Deputy Chairman George Bamford called the exhibit, which will be on display until January, “a truly spectacular sight”.
Lego marks sustainable packaging milestone
The Lego Group is celebrating a significant milestone in its efforts to make its packaging more sustainable.
The toy maker has announced that single-use plastic bags in more than half (56%) of the packing lines that package Lego bricks have now been replaced with sustainably sourced, technically recyclable paper-based alternatives.
Currently, 93 per cent of Lego packaging by weight is made from paper, cardboard and other paper-based materials, making the vast majority of Lego packaging recyclable.
“We are on an ongoing, continuous improvement journey,” said Jesper Toubøl VP, Lego’s R&D packing and packaging. “Once the roll out of bags is complete, we’ll explore ways to enhance and continue to make the bags, and the building experience they offer children and families, ever better.”
It is an issue that is important not just to Lego, but to the kids it serves, the company says. A recent survey of more than 25,000 kids aged 5-12 years from 36 markets, commissioned by Lego, found that four in five children say they care about recycling and are interested in reducing waste.
Introduction of the new paper-based packing lines in the group’s factories in China and Vietnam is now largely complete, and Lego says it is aiming to implement those changes across its remaining factories in the Czech Republic and Hungary by 2026, and Mexico during 2027.
We are on an ongoing, improvementcontinuous journey, once the roll out of bags is complete, we’ll explore ways to enhance and continue to make the bags, and the building experience they offer children and families,
TOY FAIR UNIVERSITY RETURNS FOR A NEW SEMESTER IN 2026
The US Toy Association’s Jennifer Lynch shares early insights into the return of Toy Fair University, New York Toy Fair’s influential educational content programme
Toy industry professionals from around the world will have access to an all-new lineup of learning opportunities when Toy Fair University returns to Toy Fair 2026, taking place February 14 to 17 at the Javits Center in New York City.
The educational series will feature its most extensive and forward-looking programming slate yet, premiering nearly 30 brand-new sessions designed to help toy companies navigate the fast-changing business of play.
Spanning the four-day show, Toy Fair University will deliver expert insights across key areas shaping the global toy and play market — from the impact of artificial intelligence and licensing innovation to retail strategies, product development, and consumer behaviour. Each session is designed to provide attendees with actionable takeaways and practical tools they can implement to strengthen their own business initiatives and objectives.
Among the newly announced sessions are:
•The AI-ification of Toys
•Gen Alpha Reality Check
•Common Litigation Risks for Toy Designers
•License It or Launch It?
•Beyond Entertainment: Designing Toys to Meet the Growing Demand for Skill, Creative & Social Play
•How to Drive Retailer Sell-In & Consumer Sell-Through in a Crowded Market
“ ”
ever better
Jesper Toubøl VP, R&D packing and packaging, Lego
One of the key anchor events on day one of the show is the industry-facing Toy Trends Briefing, presented by The Toy Association’s trends team. Drawing on in-depth research and year-round consultations with toy companies, the briefing will unveil the top trends shaping the coming year in toys and play. The session also provides a head start for global manufacturers, licensors, retailers and licensees in attendance to align strategies as they shop the show floor. Historically, these announcements have influenced buying decisions, product development pipelines and media coverage for months afterward. Past key trends include the rising impact of the “kidult” consumer and anime culture on the toy space.
“Toy Fair University continues to be one of the most valuable educational resources in our industry, and this year’s lineup reflects where the business of play is headed next,” said Jackie Retzer, Senior Director of Event Management at The Toy Association. “From the integration of AI to the evolving expectations of Gen Alpha, these sessions are designed to help professionals anticipate trends, adapt strategies, and drive success in today’s competitive marketplace.”
The full schedule of Toy Fair University presentations and panel discussions will be revealed on a rolling basis through February, alongside other show features including networking events, exhibitor showcases, and on-floor activations connecting global brands and buyers. Visit ToyFairNY.com
US Toy Association marks Toy Safety Awareness Month
The US Toy Association marked the fifth annual Toy Safety Awareness Month in November, reminding families to ensure they’re selecting safe, authentic, and age-appropriate toys ahead of the festive season.
In a new survey of 1,000 parents commissioned by the association, 80 per cent said it was getting harder to spot counterfeit toys, and nearly 90 per cent are concerned about the safety of knockoff toys. Yet more than half (58 per cent) admitted they’d still purchase toys from online sellers and brands they are unfamiliar with if the price is cheaper.
“Gift-givers should know that it’s crucial to be able to spot counterfeit toys lurking online,” said Joan Lawrence, The Toy Association’s SVP of Standards and Regulatory Affairs. “Informing families about how to spot counterfeit toys - and other important play safety tips - is a top priority for The Toy Association and our members during the holiday season and all year long.”
To hope combat the issue, The Toy Association is offering parents, grandparents, and other gift-givers trusted toy and play safety advice throughout November on social media and at playsafe.org.
The findings follow similar concerns in the UK. A shocking 90 per cent of the toys purchased through online marketplaces for a recent BTHA investigation failed to meet stringent UK toy safety requirements and pose a threat to children.
Stars come out for Mattel’s 80th
Mattel kicked off the festive season with a star-studded family pop-up event in London, celebrating the toy maker’s 80th anniversary.
The Mattelves’ Workshop pop-up included themed play zones, a festive Santa’s Mailroom, and the Ruby Red Zone - which showcased the limited edition Mattel 80th Ruby Anniversary Collection. All sales of this collection at The Entertainer will benefit Save the Children.
Stars in attendance included Nathan Massey, Chloe Gill, and Phoebe Tomlinson (pictured) who said: “It was such a joy to celebrate Mattel’s 80th anniversary at The Mattelves’ Workshop. The event was pure festive magic, the kids absolutely loved it! It’s wonderful to see a brand like Mattel use this milestone to give back, supporting Save the Children and helping make Christmas special for families everywhere.”
Michael Hick, Mattel VP UK and Ireland, Benelux, and the Nordics, added: “As
we mark 80 years of innovation and imagination, the Ruby Anniversary Collection honours the legacy of play that defines Mattel - celebrating our iconic brands, our fans across generations, and our commitment to making a positive impact.”
Hello Kitty movie dated
A long-rumoured feature film starring Sanrio’s Hello Kitty has finally been confirmed and is slated to release in cinemas in less than two years. The film was first announced by New Line Cinema in 2019, and the production with Warner Bros. Pictures Animation has now been scheduled for release on 21 July 2028.
“The film marks Hello Kitty’s Hollywood theatrical debut as Hello Kitty and her friends embark on a cinematic adventure sure to delight audiences of all ages,” the studio said in a statement.
Leo Matsuda, best known for his work on Wreck-It Ralph and Zootopia, will direct, with Dana Fox, co-writer and executive producer of Wicked, tapped to write the script.
Tomokuni Tsuji, Sanrio’s President and CEO of Sanrio, said: “We are extremely delighted that Hello Kitty, our global messenger of friendship, along with many other Sanrio characters, will be brought to the big screen[…] This marks an exciting new chapter for Sanrio as we step into the world of Hollywood and explore new frontiers in entertainment.”
Jazwares named Miraculous master toy
Jazwares has signed as global master toy partner for Miraculous: Tales of Ladybug & Cat Noir, the animated series from Mediawan and ZAG’s recently formed joint venture Miraculous Corp.
Under the multi-year agreement, Jazwares will develop a range of role play, fashion dolls, plush, collectibles, action figures, play sets and seasonal items, the first of which will hit shelves in spring 2027.
Roz Nowicki, Global Head of Consumer Products at Miraculous Corp, said: “Jazwares has proven their exceptional ability to ignite fan culture with meaningful play,
and innovate at lightning speed to build consumer franchises with staying power. Their unmatched momentum and creative energy make them the ideal partner.”
Jeremy Padawer, Jazwares’ Chief Brand Officer, added: “Fans can expect a line that celebrates everything they love: heart, fashion, fantasy, transformation and epic adventure.”
The Miraculous brand is readying the seventh series of its animation next year, as well as a spin-off series, and a debut feature film from Despicable Me producer John Cohen.
Designed for kids aged four-plus, the FunLockets Secret Mirror combines unboxing excitement with role-play and self-expression. Hidden keys unlock secret compartments, each revealing new treasures for endless makeover possibilities. Whether used solo or shared among friends, this kit encourages confidence and creativity - making it a standout gift for budding stylists. This is the kind of playset that keeps the magic going long after Christmas morning.
Leading Thames & Kosmos’ new introductions for Q1 2026 is Orloj, a major new strategy game from Devir and one of the most anticipated releases at Essen Spiel 2025 and on the Board Game Geek hotness chart. Set in historical Prague, Orloj centres around the city’s astronomical clock and blends area control with unique timing mechanics, offering depth and replay value for seasoned gamers. Also launching are two new entries in the successful EXIT series. EXIT: The Game – Kids – The Great Bee-scape brings the awardwinning escape room experience to younger players, with simplified co-operative mechanics and an engaging storyline. EXIT: The Game – The Circus Mystery, meanwhile, continues the evolution of the escape room format, with riddle-solving in a circus-themed setting. With broad appeal to casual and seasoned fans alike, it supports Thames & Kosmos’ ongoing strategy to expand the EXIT audience beyond traditional board game channels.
Monster mayhem!
Hunter Price
info@hunterprice.co.uk | www.hunterprice.co.uk
In partnership with Libertas, Hunter Price has expanded the Fuggler family of products into brand new categories and territories for the first time. The lovable characters are now available across a range of games and puzzles, collectible pin badges, stationery, sensory toys and so much more.
Hunter Price has also developed backpacks, big and small, which incorporate clip on fashion accessories and stationery items, all of which will start arriving in the USA and UK from November.
The team has also begun previews for its 2026 Fuggler collection, which includes new monster character additions, product extensions, creative play and accessories.
NEW
Can’t beat a bit of Bully!
University Games
020 7254 0100 | www.university-games.co.uk
As beloved game show Bullseye returns to the airwaves, this Christmas fans can bring all the fun, banter, and dartboard drama into their own living rooms, thanks to the brand-new Bullseye games from University Games.
The Bullseye Main Game captures the excitement of the original quiz show, complete with a magnetic dartboard and darts, and hundreds of questions spanning all 10 of the show’s classic categories. Designed for two to eight players aged 14-plus, players battle their way through the rounds towards the grand finale, where Bully’s legendary Star Prize awaits the winner!
In addition, the Bullseye Mini Game is a fast-paced, travel-friendly version featuring innovative darts dice that brilliantly replicate the thrill of throwing for points. The mini game also introduces a unique 10-sided category dice and a fresh set of entirely original quiz questions – making it perfect both as a standalone game and as a companion to the main game.
Box clever
sales@bigjigstoys.com | www.bigjigstoys.co.uk
Spark children’s sense of wonder with the Mystery Box from Bigjigs Toys. Beautifully crafted from
finished with child-safe paints, this enchanting toy is a classic shape sorter with a magical twist. Designed with interactivity and open learning in mind, the box features 10 wooden shapes and two unique mystery slots for endless fun.
Stable mates
LeMieux
02380 814 360 | info@lemieux.com www.lemieux.com
LeMieux, the premium equestrian and toy brand, is delighted to announce a new collaboration with Disney with the launch of its Disney Hobby Horse Collection.
The collection showcases four beloved characters, Disney Pegasus, Maximus, Sven, and Pixar Bullseye, reimagined as beautifully crafted hobby horses. Designed to captivate young Disney fans and horse-lovers alike, they invite children to create their own adventures.
Kids pop the colourful shapes through their matching slots, then reach into one of the two mystery holes (no peeking!) to feel, guess, and discover which shape they’ve found. It’s a playful challenge that sparks imagination and builds anticipation with every turn.
Each Disney Hobby Horse is hand-finished and comes with a detachable, sturdy wooden stick, perfect for indoor and outdoor play. The attention to detail, softness of the plush fabric, and imaginative accessories make them ideal for collectors and children alike.
Each character’s matching accessory set is sold separately, allowing children to customise their favourite Disney companion.
LeMieuxThe toys are suitable for ages three-plus, making them perfect for imaginative adventures, cuddles, and hobby horse games.
“Working with Disney on this collection is a milestone for LeMieux. These hobby horses blend the timeless appeal of imaginative play with the iconic charm of Disney characters — creating a unique, story-driven product that stands out in the world of children’s toys.”
Dan Mahoney , CEO, LeMieux
Good as gold
A year of gold award wins and enormous growth across Europe has made 2025 one for the history books at Commotion James Shepherd, CEO and Managing Director, reflects on a “remarkable” year for the tickit brand and the growth of the company’s innovative guest brand e-commerce programme
Commotion has been on a winning streak in 2025. Praised by industry peers and consumers alike, it’s multi-award-winning tickit brand has been recognised in awards programmes throughout the year for commitments to sustainability, excellence in sensory play patterns, and as an exemplar of the popular wooden toys category. It’s also been a year of tremendous growth for the company across the UK and Europe, with a double-digit sales increase fuelled by more than 100 new product introductions. It’s been a “remarkable” 12 months, says James Shepherd, CEO and Managing Director of Commotion.
“Compared to 2024, we’ve seen significant growth in our brand presence and product offerings,” he says.
“The recognition from industry awards, the successful launch of our new guest brand programme, and over 20 per cent growth in Europe have positioned us strongly for the future.”
Much of that success,
“ “
James Shepherd , CEO and Managing Director,
particularly the growing tickit trophy cabinet, James attributes to a commitment to the fundamentals: “product quality, innovative marketing, and improvements in our operational efficiencies.”
“We translate award wins into business outcomes by using them in our promotional materials, social Awards enhance consumer trust and positively influence perception, which helps in sell-in and sellthrough
Commotion
The result is more than a dozen award wins throughout the year, with recent recognition including wins in the MadeForMums awards’ Best Sensory Toy and Best Sustainable Toy categories for the tickit Sensory Steel Colour Mystery Balls and tickit Safari Animal Layer Puzzle respectively.
They follow an earlier brace of golds in the same categories during the summer’s Dadsnet Toys Awards for the tickit Sensory Mood Low Discovery Table and tickit The Woodland Trail Treehouse. The brand was also recognised at the Teach Early Years Awards, and Progressive Preschool awards in November.
But how does the company translate its many plaudits into business success?
media campaigns, and sales pitches, demonstrating our commitment to excellence and innovation,” James says. “Recognition from peers and industry leaders reinforces our brand credibility and motivates our team. Awards enhance consumer trust and positively influence perception, which helps in sell-in and sellthrough. They serve as a badge of quality that we can leverage in our marketing efforts.”
Be our guest!
Committed to supporting independent and national retailers - including a growing presence in UK garden centres - Commotion also reaches shoppers through its own direct-to-consumer e-commerce business, tickit. co.uk. As expected, visitors to the site can explore and shop the entire tickit range. Perhaps unexpectedly, they will also find a selection of guest brands, handpicked by the Commotion team.
“The idea for the guest brand programme originated from a desire to create a more diverse and dynamic product offering on our e-commerce platform,” explains James. “We recognised that collaborating with other brands could bring fresh perspectives and innovations, enhancing the overall customer experience.”
Among the guest brand partners are UK stalwart The Puppet Company, educational specialist Edx Education and, the most addition, Australian magnetic tile leader Connetix, which came on board in October. The guest brand programme is highly curated to ensure each brand aligns with Commotion’s core values - and that they resonate with the company’s target audience. Nine guest brands currently partner with Commotion to offer their products through the platform, with plans to expand that in 2026.
“The appeal lies in the opportunity for brands to reach a wider market through our established platform, benefiting from our marketing expertise and customer base,” says James. “Once a partnership is agreed upon, we work closely with the guest brand to manage inventory, marketing, and fulfilment. While specifics may vary, the general process includes setting up product listings, coordinating promotions, and ensuring seamless logistics for delivery.”
These partnerships are also helping to combat one of the biggest issues facing toy
manufacturers and distributors: online counterfeiters. With third party marketplaces increasingly unable or unwilling to ensure the products sold across their platforms are genuine, regulated and safe for children, James sees an opportunity to provide a shopping destination based on trust and decades of refinement.
“With over 40 years of experience working with nurseries, we have established a higher standard for toy safety and quality,” he says.
“Our commitment to this cause has always been strong, and we welcome further initiatives that drive out unsafe toys. By partnering with legitimate manufacturers, we can ensure that the products we offer meet rigorous safety standards, promoting a more trustworthy marketplace. We champion change to improve safety across the industry, actively advocating for better regulations and practices that protect children and enhance consumer confidence.”
Plans are already underway to build the guest brand programme further in 2026, expanding the number of partners and enhancing marketing efforts to reach a broader audience.
“We’re also exploring additional partnerships and collaborations to enrich our product lineup,” James adds.
They will be bolstered by a raft of new launches and initiatives from Commotion - more of which will be unveiled as toy fair season arrives in the new year. And while many of the details are under wraps for now, James says: “We can tease that we’re working on launching new product lines and exploring new distribution initiatives that will further enhance our brand presence and provide our customers with even greater product ranges… more choice, subsequently more reasons to buy!”
By partnering with legitimate manufacturers, we can ensure that the products we offer meet rigorous safety standards, promoting a more trustworthy marketplace
“ “
James Shepherd CEO and Managing Director, Commotion
An awardwinning year for Commotion
Commotion’s tickit brand was recognised in a host of awards programmes throughout 2025. The brand was highlighted as a champion of sustainable toys, and as a leader in sensory play, bringing a welath of developmental benefits to playtime. Here are just a few stand outs: Sensory Steel Colour Mystery Balls, Gold winner of the MadeForMums Awards 2025 Best Sensory Toy category. Praised as “a sensory delight” offering endless ways to explore through sound, touch, and movement.
Commotion received three further accolades from MadeForMums, including the Editor’s Choice for its Wooden Enchanted Figures. Woodland Trail Treehouse, the Gold award winner for Best Eco/Sustainable Toy in the Dadsnet Awards 2025
Recognised as a “fantastic ecofriendly playset” with thoughtful craftsmanship and endless storytelling potential. Commotion also won Gold in the Best Sensory Toy category with its Discovery Glow Low Table.
Whizz Balance Bikes, winner of the Happy & Healthy category in the Teach Early Years Awards 2025
Celebrated for promoting gross motor skills, spatial awareness, and all-round physical development through intuitive and active play.
Meet the DreamToys 2025
This year’s DreamToys list was unveiled at a special event in November. Team TnP was on the scene to learn what’s hot - and why - this Christmas
A refreshed format for DreamToys 2025 drew media and influencers to Noho Studios in central London last month to discover which toys the industry expects to be must-haves this Christmas.
DreamToys is the most authoritative predictive list each year, selected by a panel of toy and retail experts from across the trade. Toymaster’s Paul Reader is the Chairman of the DreamToys Selection Panel at the Toy Retailers Association, and told us this year’s new look and change in venue aimed to refocus the event on what matters most: the products.
“We wanted change it up,” Paul said. “Our new agency partner WPR were appointed, and I have to say they’ve done a great job. Together we looked at the venue, the graphics, and everything else that goes into creating DreamToys. That fresh pair of eyes and a fresh approach has been refreshing. The result is 15 products and the suppliers behind
We’re here
“ ”
in the
capacity of DreamToys to show what the industry is about
Paul Reader, Chairman of the DreamToys Selection Panel, TRA
them, and we’re very pleased with the outcome.”
DreamToys 2025 focussed on 15 musthave toys, including two Spin Master products: the Monster Jam Smash & Bash Grave Digger RC, and Jurassic World Primal Hatch T.Rex. Tilly Jones, Senior Brand Manager, was on hand, demoing the high-impact Monster Jam RC vehicle.
“We’re really buzzing to make the DreamToys list, especially with two of our stand out products from the year,” she said. “We love DreamToys; it’s my personal favourite event of the year, every year because it’s just a really great time to celebrate the toy industry, which is so important. We have some real innovation on show today, from the smashing, crashing action of the Monster Jam Smash & Bash Grave Digger RC, to our show-stopping Jurassic World Primal Hatch T.Rex.”
Meanwhile, Tomy was turning heads with Human Controller, a techenabled game that’s equal parts absurd performance piece and family party game. One player pops on a vibrating blindfold visor, and another uses an app
to direct them through a number of gradually more complex tasks. The team told us it’s a real winner for the Christmas period, and was already exceeding expectations since its launch in late summer.
One of the most apparent differences between this year’s showcase and DreamToys in previous years was the inclusion of more collectible lines and other toys on the lower end of the pricing spectrum. Paul told us that, while the committee is conscious of price point when making their selections, ultimately its reflective of industry trends.
“Many of us have families, and we understand that not everyone can afford the higher priced items,” he said. “What’s great is, the toy industry has already brought these prices right down. Even if you look at some of the tech items, they appear to be more affordable. If you go back even just a few
years, you would expect prices around £100, and suppliers have done everything they can to make these toys more affordable. Historically we’ve had toys as low as £9.99 on the list, but genuinely, if we believe these toys should be on the list, then price point is secondary.”
Click, whose runaway success with the Dress to Impress Mystery Model Dolls collectibles line earned it a spot on the list, is among the suppliers offering toys at these attractive price points.
“There’s a real status to being on the DreamToys list - it’s a stamp of approval that we’re immensely proud of,” said Maddi Tiscoe, Click’s Head of Marketing. “I think the range is doing so well because it’s current, it offers real value, and it speaks to what is actually resonating with kids and parents. The line provides plenty of repeat play value at a very affordable price point.”
The DreamToys 2025 list
Dress To Impress Mystery Model
Dolls, Click
Gui Gui Shimmer Deluxe Pack, Moose Toys
Hot Wheels Racing F1 Grand Prix Circuit, Mattel
Human Controller, Tomy
Jurassic World Primal Hatch
T.Rex, Spin Master
Marshmallow Madness, Vivid Goliath
Mini Brands – Fill the Fridge Playset, Zuru
Monster Jam Smash & Bash Grave Digger RC, Spin Master
Shuhui Lim, Marketing Director UK, Moose Toys with the Gui Gui Shimmer Deluxe Pack
Speed Champions F1 Racing Cars, Lego
Sticki Rolls Sticki
Rolluxe, Character Options
Disney Stitch Ultimate Stitch
Interactive Feature Plush,
Just Play
Wicked For Good Singing Dolls, Mattel
Kids were awestruck by Zuru’s Mini Brands – Fill the Fridge Playset
Likewise, Character Options’ arts and crafts-cum-wearables range, Sticki Rolls Sticki Rolluxe, was a hit with the kids invited to the event. Nineyear-old Marissa said the range was a personal favourite. “They’re so cool, I love them,” she said. “I saw the Sticki Rolls on YouTube. Me and my friends at school all love art and we all love these. Its my favourite thing here.”
Hasbro was in attendance to showcase its Peppa Pig Oinks & Snuggles Evie Doll, a hero line that is
We’re
really buzzing to make the DreamToys list, especially with two of our stand out products from the year
Tilly Jones Senior Brand Manager, Spin Master “ ”
the culmination of a year-long campaign introducing a new arrival to the Pig family. “We had such an amazing time with the activations bringing Evie to the world this year,” said Julia Swan, EMEA Communications Manager at Hasbro. “The pre-sale of the Evie doll sold out completely, which was fantastic, and to have that DreamToys recognition is amazing. I love this event; its nice to have a rare chance to see what everyone else is doing.” DreamToys is ultimately a chance for the toy industry to make a statement each festive period, get consumers talking about toys, and shopping for toys. So was this year’s event a success?
“We’re here in the capacity of DreamToys to show what the industry is about,” Paul said. “And it’s a great opportunity to tell the public: if you want to get hold of these brilliant toys for Christmas, you really need to go down to your local toy store or toy departmentbuy it from a reputable retailer. And it really works.”
Vivid Goliath’s Marketing Controller Chloe Burrowes is in position for some Marshmallow Madness!
Marissa, 9, shows off the Sticki Rolls Sticki Rolluxe from Character Options
Toys, trends and tinsel
John Lewis & Partners Buying Manager Alan Wright talks to Clare Turner about toy trends at the department store group, what’s hot for Christmas, and why nothing beats seeing a child meet Santa
Alan, what inspired your move into toy buying?
I’ve been with John Lewis for almost 21 years, starting out as the buyer for Christmas shop and gift food before moving to beauty, where I’ve spent the majority of my career. I moved to toys in 2021. These areas may seem unconnected, but all three are driven by constant product innovation and suppliers who are always willing to give something a go.
How would you describe your range?
We carefully curate our collections to ensure we have a mix of the most popular toys, as well as exclusives that you won’t be able to find anywhere else. Our toy offering appeals to the whole family - making it easy for those with wish lists to fulfil them, and fun for the kids who write them!
Did you know?
WeattendToy Fair in London and Spielwarenmesse inNuremberg everyJanuaryit’strulythemost exhilaratingand exhaustingtimeof theyear!
Toys are sold in 32 John Lewis stores (as well as on johnlewis.com) and in more than 150 Waitrose locations.
How many brands do you carry and which brands are performing well?
We carry 120 brands across our stores and online. I'm pleased to say we have longstanding relationships with all of the largest toy suppliers. I'm also very proud to see how some of those relationships have developed over time - from us taking just a few lines in selected shops to now being some of our largest suppliers.
It’s really great to see growth
across a number of brands including Lego, Micro, Steiff, and Pokémon. And following our recent partnership with BBC Studios, Bluey is now our number one preschool brand.
What are your current best sellers? Our best seller list is made up of Lego exclusives, the Tonies starter set, and Micro scooters. As customers switch to present-buying, we expect the list to be dominated by higher-priced products.
John Lewis’
Top 10 Toys For Christmas 2025
Uno Spin Game, Mattel
Gui Gui Shimmer Deluxe
Duo Pack, Moose Toys
John Lewis Wooden Air
Fryer, own brand
Scalextric Let’s Play
Police Chase, Hornby
Lego Minecraft The Creeper, Lego
Steiff Jimmy Christmas
Teddy Bear, Steiff
VTech Toot-Toot Drivers
Bluey & SatNav Road
Trip Playset, Tech
Sylvanian Families
Skytop Fairy Castle, Epoch Making Toys
Tonies Toniebox 2 Starter Set, Tonies
Brio Mega Spiral Set, Brio
How do you source new products?
We attend Toy Fair in London and Spielwarenmesse in Nuremberg every January - it’s truly the most exhilarating and exhausting time of the year! Before the exhibitions, we meet our largest suppliers for a sneak peek of the biggest launches. In addition, we keep an eye on Google trends, review Circana data and, of course, I like to know what my friends' kids are playing with.
What new lines have you started stocking recently?
This season we’re launching 11 new brands, and we hope our customers will love them all. I’m also particularly proud of the work my team has done in further developing our John Lewisbranded product, with new role play lines and a refreshed range of family games.
What excites you most about the festive season?
We have a wide range of events this year. Every shop has demos running every weekend in November and December. In addition, we have two grottos, and the chance for kids to meet Father Christmas in a further 23 shops. And for our four-legged friends, the best-behaved dogs can meet Santa Paws in seven locations.
It’sreally greattosee growthacross a number of brands includingLego, Micro, Steiff, and Pokémon ” “
I love everything about Christmas, both personally and professionally. I enjoy getting out into stores to help customers complete their lists - and pointing out where the café is when they need to recharge! My absolute favourite, though, is seeing kids' faces once they’ve met Father Christmas.
What holiday events do you have planned for kids in-store?
Can you tell us a bit about John Lewis’ Top 10 Toys for Christmas list?
Our Top 10 Toys list is a mix of traditional brands such as Brio and Scalextric, and new brands and exclusives designed to surprise and delight. When the list is released, we always get a very positive response - so we know customers look to us to help them navigate the thousands of toys available.
What’s next for your toy departments as we head into 2026?
We’re working really hard to make the most of the categories that resonate strongly with customers - such as construction and preschool - and to ensure our store environments are exciting. Our Oxford Street and Bluewater stores will both receive upgrades just in time for Christmas.
Meet the buyer
Alan, what’s a typical day like for you?
Monday is the only day which is the same week in, week out. My team and I spend lots of time poring over data looking for trends, and then adjusting our future plans if necessary. The other days of the week are spent visiting suppliers, stores, our competitors, or team time.
What’s
the most rewarding part of your job?
I love seeing how customers react to new products. I always get a buzz when a new brand - that we began talking to months before - lands in our shops and online and proves popular.
What were your favourite toys and games as a
child?
As a child of the 1980s, I had a huge number of Matchbox cars, Transformers, and Lego’s Space range. I wish I’d kept them, as the originals are worth a fortune now! My sister and I also enjoyed a game of Swingball.
Sensory toys are reaching kids of all ages, tapping into social trends, and offering the type of curiositysparking play that kids love and parents value. With broad appeal from toddlers to adulthood, the category is poised for further growth in 2026 and beyond
It’s a sensation!
Sensory toys are booming alongside the wider market for wellbeing and mindfulness. From stretchy slime to tactile fidget toys, the category straddles a host of play patterns and bridges the age gap between younger kids, teens and even adults. With such broad appeal, it’s no wonder suppliers are enjoying a strong year of sales.
Craze Toys, which is expanding rapidly into the UK after success across Europe, offers sensory play across compounds, doughs, sand, bath lines and collectibles - each developed to elicit curiosity in
I’d be lying if I said we had eliminated all mess!
Sensory play is not meant to be a sterile experience
David Mordecai, CEO, One for Fun “ ”
We asked…
Where does innovation and newness come through in the sensory toys category?
“Overall performance sits comfortably ahead of 2024,” says Alf Blohm, Head of Sales UK at Craze Toys. “Across the Craze portfolio, sensoryled products have continued to grow strongly. Our compounds and dough ranges remain top sellers in Germany, and Inkee bath bombs have delivered some of the fastest year-onyear gains. Licensed sensory items - from slime to bath fizzers - have pushed volume higher and broadened retail listings.”
“One of the things we pride ourselves on is market research. We use monitoring of social media throughout the world to identify trends and then go on to develop our own products which can tap into the key elements of these trends. This category can be price-led, too, so we want to keep our prices competitive and make our lines available to all. Packaging is important in sensory items in that touch is important, the packaging needs to allow the consumer to actually sense the sensory item they are buying! Of course, if a previous product has proved popular we will introduce an evolved version of that product which supplies newness with familiarity.”
David Mordecai, CEO, One for Fun
Alf says sensory toys hit a “sweet spot” between the types of tactile play kids enjoy, and the types of products parents and gift-givers value.
listings.” engaging but also help children
Moose Toys, whose Gui Gui beautyinspired slime brand was named a top toy for Christmas at November’s DreamToys, was developed in response to some of the most popular types of content that trend on social media.
“Families want products that feel engaging but also help children unwind or focus,” he says. “Colour, texture, movement and sound all play a part. Sensory play works because it’s experiential rather than age-specific. Younger children love tactile discovery; older kids and even teens look for calm, routine and escapism.”
“Gui Gui blends trending aesthetics with tactile play,” says Shuhui Lim, Marketing Director UK, Moose Toys. “With slime content surpassing 78 billion views on TikTok, Gui Gui’s ASMR-driven unboxing and scented textures hit the sweet spot for today’s sensory seekers.”
Museum
We asked…
Where does innovation and newness come through in the sensory toys category?
“Innovation is moving fast. Multi-layered sensory effects, cleaner formulas, sustainable materials and licensed storytelling all play a role. Craze constantly evolves formats across our compound lines, doughs, slimes and bath bombs. Inkee is the newest expression of this in the UK, bringing colour change, fizzing reactions and surprise reveals into a wellbeing-driven bath experience.”
Alf Blohm, Head of Sales UK, Craze
Toys
The range has been a driving force behind the company’s growth across the arts and crafts segment, with its single pack SKU rising to the number one A&C item based on Circana YTD.
“A great achievement considering it was only launched in July 2025,” Shuhui says. With kids aging out of toys earlier in life than ever before, sensory toys like Gui Gui that harness other interests and are keeping them engaged into teenage years and beyond. Shuhui says the category is naturally appealing to a wider age bracket than other segments of the toy market, from toddlers through to adulthood.
“For retailers, this versatility means longer product lifecycles and broader consumer reach - essential as traditional play patterns evolve,” she says. “Gui Gui exemplifies this trend: its beauty-meets-slime positioning resonates with Gen Alpha and older kids who crave creative, aestheticdriven play. Retailers stocking Gui Gui are tapping into a category that spans multiple demographics and social trends.”
curiosity through its own licensed line of sensory slime, developed in partnership with Funtime Gifts. The Science Museum’s material science slime range is the first launch in a wider consumer products programme set to grow in 2026, expanding the exploration of science to kids beyond the boundaries of its museums.
with
in a wider consumer to expanding the the our curiosity,
“Sensory toys engage our innate curiosity, something that doesn’t leave us as we get older. No matter how old you are, sensory toys are a way to creatively explore your surroundings,” says Amy Harbour, Head of Licensing and Commercial Partnerships, The Science Museum Group.
The line features a STEM badge on the packaging, as well as information about the various scientific phenomena kids can explore with each slime. It provides real learning opportunities, Amy says.
“Play is the fundamental way that children learn about themselves and the world around them in a significant way. This is one of the reasons the toy category is so important for the Science Museum. The Science Museum sensory toys tap into the fact that science is about exploration and discovery, using and developing skills such as testing, problem solving and imaginative thinking. We know that playful science learning is an inclusive way to support meaningful science engagement, which is important and not just in the classroom. Sensory toys help families undertake this discovery at home.”
At One for Fun, a company that has always been at the forefront of trending tactile play, including the explosion in fidget toys over the past decade, has experienced “an amazing growth in all our sensory lines” throughout 2025, according to CEO David Mordecai.
“We have invested heavily in research to bring more products to the market,” he says, adding that the company is also now targeting the kidult market.
“We have seen adults enjoy sensory toys too, hence our introduction of Fidgix for
Sensory toys tap into our innate curiosity, something that doesn’t leave us as we get older. No matter how old you are, sensory toys are a way to creatively explore your surroundings
“ ”
Amy Harbour, Head of Licensing and Commercial Partnerships, The Science Museum Group
2026, a kidult range that appeals to all,” David says. “Kids are usually accompanied by adults in toy retail outlets and whilst they heavily influence the choice of product , sensory toys are an adult driven purchase too and the price point makes them an easy impulse buy.”
And what about other parent and adult-friendly features - namely the issue of mess; the mere mention of slime and squishy sensory compounds can raise eyebrows for ever-busy parents.
“I’d be lying if I said we had eliminated all mess!” David says. “Sensory play is not meant to be a sterile experience. Having said that, we do take care to include reusable packaging where possible – or small containers which can be used to store the slime and putty after play. Also we use ingredients which do not stain and are created to clean off surfaces quickly.”
Craze takes a different tack: “One approach is controlling the setting,” Alf says. “Bath-based sensory play through Inkee keeps the experience contained, giving parents peace of mind. Across our wider portfolio, Craze focuses on materials that are easy to handle, easy to clean
We asked…
Where does innovation and newness come through in the sensory toys category?
"Innovation is thriving in packaging, licensing, and play patterns. We’re seeing eco-friendly packaging, strong licensed partnerships, and hybrid concepts that blend tactile play with familiar themes. Moose Toys continues to lead with creativity - bringing sustainable materials, collectible formats, and trend-driven collaborations that keep the category fresh, collectible and giftable.”
and consistently safe — dermatologically tested, vegan where applicable, and microplastics-free in our bath cosmetics.”
Heading into 2026, and with a new wave of product innovation set to be announced during Toy Fair season, suppliers are confident that demand for sensory toys will continue.
“All indicators point to continued growth, driven by sustainability, inclusivity, and wellness trends,” says Shuhui. “Retailers should expect expanded assortments and new formats that appeal to both younger audiences and older demographics seeking stress-relief and mindful play. Moose Toys is investing heavily in the category, with exciting 2026 launches that blend innovation, trend relevance, and developmental benefits.”
Shuhui Lim, Marketing Director UK, Moose Toys
One For Fun
Sensory sensations
ONE FOR FUN
sales@oneforfun.com
www.oneforfun.com
There’s more feel-good focus from the sensory specialists One for Fun for 2026 through its HGL and Tobar brands. The focus is on squishy, tactile, fidgety fun with more sensory stimulus added by using sugar, beads, glitter and slime.
The company that introduced Pushpoppers, loom bands, fidget spinners and slime to the UK have a proven track record with popular sensory, impulse buy items. The arrival of 2026 promises even more sensory delights - Tobar has lots of fabulous new lines with even more emphasis on ASMR, impulse, mindfulness and food lines to sit alongside the existing award winning sensory products.
Scrunchems will see a brand new vending machine packed full of mini favourites – 10 capsules each containing a squishy. Also new is the Scrunchems Surprise Box, which has six compartments each hiding a fun treasure behind a tear away window. There are squishies galore including a brand new cute sticky squishy range with lots of texture and sensory feel, choose from a panda, duck hamster or capybara.
Sugar Scrunchems are new, too. Choose from a glittery capybara, a smooth axolotl, mini fruits or the lovely mini sugar dumplings – with the chance to find a rare rainbow glitter glow in the dark dumpling! Add to the mix the ASMR range which includes an ASMR square, full of tactile, squeezable beads, the ASMR rainbow unicorn, and Scrunchems ASMR squishball.
HGL is also adding to its pocket money line up with lots of squishy, squeezy, stretchy impulse buys on offer, including the new Sea Sheep cute mochi squidgy creatures. Famous for fidgets, HGL is also introducing Fidgix, a premium range of metal fidgets aimed at the kidult market. Including a spinning cube, a spinning sphere, a gear spinner and an original wheel spinner. All perfect for desk or pocket.
Making a splash!
CRAZE TOYS
07908 793246
sales@craze-group.com www.craze.toys
Bath time is getting a serious upgrade with Inkee by Craze. Inkee transforms an everyday routine into a splashy, sensory-rich experience that blends fun, wellbeing, and creativity. Designed to delight the senses, Inkee turns water into colour, fizz and fragrance — encouraging imaginative play while supporting calm, sensory engagement, and positive bath-time habits.
vegan, and microplastics-free, providing a
Already one of the market leaders in surprise bath bombs across the GSA region, Craze is now expanding its Inkee range in the UK. Each product is dermatologically tested, vegan, and microplastics-free, providing a clean, skin-safe alternative to standard bath and body items.
The collection includes fizzing bath bombs, crackling crystals, bubble powders, bath liquids, and face masks, each bursting with vibrant colours and gentle scents that kids adore and parents trust.
The brand’s hit licensed lines include global favourites such as Paw Patrol, Peppa Pig, SpongeBob SquarePants, and Hello Kitty — each bringing its own playful personality to the tub. From Peppa’s pink fizz to SpongeBob’s ocean sparkle, these character-led creations turn the bathroom into a mini adventure playground.
For 2026, Craze continues to expand Inkee’s footprint across Europe, introducing fresh formats, seasonal editions, and new sensory concepts designed to enhance children’s
bringing its own playful personality to the tub. From Peppa’s wellbeing through play.
“Inkee combines funwith a wellness story that resonates with modern families — safe, sustainable, and smile-inducing. It’s allabout turning everyday moments into memorable ones” Alf Blohm, Head of Sales UK at Craze
Sensory Steel Tumble Ball
THE SCIENCE
MUSEUM
It’s slime time!
sales@funtimegifts.co.uk
Many Moods represented
JUST PLAY
uksales@justplayproducts.com
www.funtimegifts.co.uk
What if learning felt like popping bubbles, squishing silky pillows, and snapping rainbow noodles?
That’s the magic of sensory play.
According to Action for Children, sensory play isn’t just fun, it’s essential. It helps children understand cause and effect, boosts brain development and teaches emotional regulation. Plus, it’s brilliant for fine motor skills, language, and creative thinking. In short: when little hands explore textures, sounds and colours, big learning happens. The Science Museum’s material science slime range is here to make it happen.
For children learning to identify, communicate and understand emotions, Disney Many Moods Stitch and Many Moods Angel from Just Play can provide a helpful tool to visualising thoughts and feelings.
Disney Many Moods Stitch and Many Moods Angel, which is new for spring, are feature plush toys that bring the characters’ lovable personalities to life. Each toy has over 50 sounds and reactions – but perhaps most excitingly of all, they also feature expressive, light-up LCD eyes. The eyes are animated and will display how these characters feel at any given time – be it ‘hangry’, happy, sleepy, loving or otherwise!
Jelly Slime is bubble trouble (in the best way!). Glossy, stretchy, and perfect for big bubbles and huge pops, Jelly Slime is an ASMR dream. Every squish and snap is a sensory celebration, ideal for calming anxious minds or just making playtime epic.
Butter Slime is spreadably soft and silkyas well as being the parents’ favourite. Why? It’s less sticky, bends and moulds beautifully. And, thanks to air-dry clay, it doesn’t ooze. Perfect for mindful moments or stressbusting squeezes.
Crunchy Slime is packed with highquality squishie beads, delivering a satisfying crackle with every squeeze. The sticky base keeps beads in place, so you get all the crunch without the mess. Texture + sound = sensory heaven.
Noodle Slime lets kids create their own slime strands. They simply squirt their favourite slime colour into the activation solution, pull out vibrant noodles, and bend, snap, reseal, repeat. It’s science and creativity rolled into one.
The Science Museum’s material science slime range is more than a collection of colourful tubs, it’s a gateway to learning and creativity, all backed by the Science Museum’s official STEM badge. This trusted mark means every product is educational, exciting, and rooted in real science.
Bring a touch of the jungle into baby’s room with this Janod crocodile-shaped busy board. Designed for little explorers from 18 months, it’s packed with more than 14 hands-on activities to spark curiosity and support early motor-skill development.
Young children can enjoy a labyrinth with moving pieces, a spinning sound eye, three fastening systems (zip, hook-and-loop, and plastic clip), chameleon gears, a doorbell, a metal latch, a hidden mirror, a colorful abacus, and plenty of textures— silicone, felt, buttons, rubber bands, and more. With so much to touch, slide, twist, open, and discover, hours of sensory play await!
This all-in-one activity board also helps children practice dressing skills thanks to its accessible openings and varied fasteners. Mounted on the wall, it becomes a sturdy, independent play station that brightens any nursery with its tropical style and vibrant colours. Baby will meet favourite jungle friends along the way, including a toucan, parrots, a monkey—and of course, the friendly croc!
Glow-up goo MOOSE TOYS
01637 882200 www.moosetoys.com
Gui Gui is the most beautiful slime ever - made by you. Get ready for the ultimate ASMR+ experience that hits every sense. Kids can level up their slime game and give it a major glowup. Unbox a single pack Gui Gui to uncover everything needed to create and glam up slime. Follow the five easy steps to slay scented slime styling: reveal the scented slime; mix in the booster; glow it up with charms; find the surprise figurine; and add some sparkle for the finishing touch. Includes 150ml of slime.
Now its time for kids to show it off or squish.
Sensory delight
COMMOTION
01732 225821
info@commotion.co.uk
www.commotion.co.uk
Sensory play may be rooted in early-years development, but it’s also about wonder, discovery and beautifully designed resources that invite children, parents and educators to slow down, explore and truly engage. Few brands have embraced this movement quite as completely as tickit, whose latest launches continue to put sensory learning at the heart of educational play. This season, the spotlight falls on a pair of newcomers to the brand’s hugely popular stainlesssteel sensory range. The giant Sensory Steel Tumble Ball rolls onto the scene with its irresistible shine and gentle weight,
designed for the tiniest hands to push, rattle, chase and investigate. Partnering with it is a set of three Sensory Steel Mystery Mosaic Balls: smooth, lightweight and visually intriguing. Suitable from birth, both sets are already drawing strong pre-orders from retailers looking to elevate their sensory baby offering.
Tickit’s passion for colour and texture also continues with an expanded line of Translucent Colour sets. Smooth, jewel-toned Dinosaurs, Leaves & Seeds and space-themed Galaxy counters offer open-ended play with light panels or in imaginative play, while the new Tabletop Magnifier and click-together Linking Cubes add tactile satisfaction and STEM-friendly exploration.
The brand’s signature Gems & Jewel range also gets a sparkling update, including Butterfly and Shape Lacing Jewels and an eyecatching Gem Building Shapes set. They marry hands-on skills like lacing and construction with visual delight – an irresistible mix for both learning environments and retail shelves.
From sensory seekers to small-world explorers, tickit’s approach blends aesthetics, developmental value and joyful design. For retailers, these pieces offer both educational credibility and playful shelf appeal; sensory toys don’t just engage the senses, they fire the imagination too.
Blending heritage with modern play
With deep
local roots and a finger on the pulse of national trends, the toy department at Jarrolds in the Norfolk city of Norwich is thriving. Toy Buyer Lauren Eves explains to Clare Turner how heritage, flexibility, and creativity drive its success
Lauren, you started your role in September. What attracted you to toy buying – and have there been any standout moments so far?
It’s been really nostalgic for me - knowing that so many of the toys that I played with growing up are still around today or making a comeback. It's not an industry I’d deeply immersed myself in before becoming the buyer, but everyone has been so lovely and welcoming that it’s felt like a natural fit.
Jarrolds is a Norwich institution, and you know your customer. How tailored is your toy offering to that local and loyal customer base?
As you’ve mentioned, we’ve been around for quite some time, and with that heritage comes our fair share of change. Over the years, we’ve evolved and adapted as history - and our customershave shaped who we are today.
Jarrolds started trading in 1770 and opened its flagship department store in
“Softtoys andplushare performing reallywellfor us,alongside construction. We find that with these categories wehitallage demographics
Lauren Eves, Toy Buyer, Jarrolds ”
Norwich in 1823. We have four stores in total: the flagship department store and the Art Supplies & Stationery Shop in Norwich, a books, gifts and stationery store in Cromer, and a farm shop and restaurant in Letheringsett.
Two of these stock toys - the department store and Cromer - and it’s great to be able to bring a little bit of Jarrolds to all corners of Norfolk.
We’ve been a part of family shopping for generations, and I certainly remember visiting the toy department as a child, spending my pocket money and scouting out what I wanted to put on my Christmas list.
Being able to share toys in our other branches signifies how important it is as a retail strand for us - and we hope to be able to expand into our other branches in the near future.
We’re proud to have a strong and diverse customer base, which means staying flexible and responsive to trends is essential. The rise of the kidult market
is impossible to ignore, but at the same time, we need to cater to grandparents shopping for timeless family favourites as well as younger generations seeking the latest releases in Lego and Pokémon.
Compared with your other departments, how is your toy department performing in terms of both sales and in-store footprint? The toy department has been a strong performer for us this year. Our expanded range of Jellycat products has not only strengthened our presence within the store but also boosted sales across our other toy brands and categories.
Mid-year, we underwent a floor reshuffle that placed the toy section at the centre of the floor, directly opposite one of the store’s busiest restaurants. This prime location has significantly boosted visibility for our department, which is a great added bonus.
What are your strongest-selling toy categories?
Soft toys and plush are performing really well for us, alongside construction. We find that with these categories we hit all age demographics, including both local shoppers and seasonal visitors.
Last year, a big chunk of Christmas sales happened late in the season - what are your thoughts and strategies to counter this and attract shoppers earlier?
The Golden Quarter remains the most important trading period for us. With increased footfall, heightened sales, and intensified competitor activity, we need to ensure we stay agile and responsive to the market - delivering the best customer experience so shoppers don’t feel the need to go elsewhere.
Creating new reasons for our customers to visit is at the heart of everything we do. We strive to keep things fresh, innovative, and exciting - all with the goal of being the go-to destination whenever our customers are ready to spend.
This year, we’ve celebrated some truly special events alongside our amazing brand partners, from a Meet the Maker workshop with Steiff, to a Sylvanian Families 40th Anniversary Picnic Party. Working hand-in-hand with our in-house hospitality team, we served up quality food and drink to complete a full 360-degree experience for our guests.
“
Creating new reasons for our customers to visit is at the heart of everything we do
”
Lauren Eves, Toy Buyer, Jarrolds
Lego
Epoch Making Toys
Mattel
Asmodee
Jellycat
This Christmas, the toy department is home to a pair of gigantic Jellycat Marshmallows, which have been a great theatrical feature. Not only are they drawing in visitors from social media, but they’re also a wonderful surprise for shoppers who stumble across them in-store.
Looking ahead to January, how do you approach Toy Fair and other trade shows?
Toy Fair is a great chance to reconnect with existing suppliers, and reflect on the previous trading year - but also to discover new products and upcoming opportunities. One of the highlights of any trade fair for me is taking the time to explore - spotting emerging trends, discovering new brands, and seeing fresh product innovations.
What plans or projects are on the horizon for Jarrolds' toy department in 2026?
We’re always looking for new ways to bring new and exclusive product to the toy department and the store, so watch this space!
TNP TOY TESTERS TNP TOY TESTERS
"Taron absolutely loves this bike. It’s a great piece of kit. We loved that the assembly only took five minutes"
The coolest motors on the block
“Taron’s on it at every opportunity, treating the garden like a mini-circuit and grinning from the first thumb twist to the last" Dad, Ric
Xootz Cobolt - Electric Motorbike
Taron (6) said: “I’ve never had a bike like this before, it’s awesome! I put it together myself and it was easy. The start up is really cool and I like the engine noise and the lights especially. It’s the best bike ever.”
Dad, Ric told us: “The rider verdict couldn’t be louder: Taron absolutely loves this bike. It’s a great piece of kit. We loved that the assembly only took five minutes. It has an excellent set up with the adjustable speeds and it feels so much safer than we expected. Just brilliant and such a cool looking thing.
“Taron’s on it at every opportunity, treating the garden like a mini-circuit and grinning from the first thumb twist to the last. Watching his confidence grow during his time with the bike says more than any spec sheet. If you were thinking of this kind of bike, choosing from this range by Wilton Bradley would give you the best
choice for combining the fun factor, value for money, and safety.”
Dad was also impressed with the battery life. He said: “The 14.4V lithium battery deserves proper credit. It delivers genuinely good riding time, so sessions don’t fizzle out just as confidence peaks. We’ve had long, happy loops before a top-up is needed, and charging is straightforward. Because it’s rechargeable, there are no single-use batteries heading for the bin - kinder on the environment and easier on the wallet over time.”
Mum Laura added: “If you’re after a safe, confidence-building introduction to biking that still feels thrilling to a child, the Xootz Cobolt is spot in and so is the size. The padded seat and mudguards make it feel a lot safer than cheaper ride-on toys. The motor is strong enough to give a sense of excitement without being too fast, which puts my mind at rest.”
This month’s Toy Testers revved up their engines to test two of the Wilton Bradley Xootz Ride Ons collection for some ultimate riding
Xootz Pink Mini Ride-on
Bonnie (3) and Maggie (1) grabbed their L-plates and enjoyed their first time behind the steering wheel with the licensed Mini Ride-On.
Mum Suzie said: “This is the cutest little first car. It arrives looking the part. As the design is officially licensed, it looks just like the real Mini but in a childsized form and with a very glossy pink finish, working headlights and proper opening doors.
“The car can be driven manually by the kids or controlled remotely by an adult, which adds peace of mind for younger riders and Mum. The remote is responsive and easy to use, making it great for supervising play in open spaces or helping kids get used to steering.
"The cabin is sensibly arranged, and the adjustable seat and fitted seatbelt mean smaller drivers aren’t sliding about while they master the basics of throttle and steer.”
Mum also told us: “There is a gearstick with a forward and reverse setting and you simply press the pedal to make it go. There is no brake and you just take your foot off the pedal and it stops immediately. The steering is responsive and both Bonnie and Maggie could easily grasp it and drive in a straight line.”
Wilton Bradley
01626 835400
sales@wiltonbradley.co.uk www.wiltonbradley.co.uk
Suzie gave a good rundown and said: “There is an option to switch it over to the remote control which I haven’t used yet. The switch to change it from manual to remote is hidden and you have to access it with a coin, so children cannot simply switch back to manual themselves, which is a great feature. There is even an MP3 player but again, we didn’t use this yet as I wanted them to get used to the driving first - although I can see this being a big plus for both of them playing their favourite songs in the future.”
Mum concluded: “The finished product looks great and the attention to detail is staggering with its windscreen, opening doors, seatbelt and foldable wing mirrors. It’s such a fun, little item and I can see both girls using it a lot. It really would make a pretty ‘wow’ ideal gift for your little Princess.”
Best of Toy Testers 2025
While marketing materials, sales forecasts and getting hands-on yourself are invaluable ways to make new product selections, there’s nothing quite like seeing the toys in their natural environment. Our Toy Testers unbox, play, and report back on how top toy lines perform in the living room, the park and even on the seafront - from both the kids’ and parents’ perspectives. We wrap up another big year for our Toy Testers with a look back at some of the year’s hands-on hits
April
Back in April our Toy Tester Skyla (5) got to explore Commotion’s tickit Wooden Building Gem Blocks Super Set. Designed for creative construction and developing logical thinking, it proved popular for the whole family.
Mum Jess, was very positive about the product’s quality and longevity, saying: “I think it has real play value and will be used a lot, as well as being mixed in with other toys. I can also see Skyla’s little sister wanting to play too, and she’s three. They play well together and there are a lot of pieces to keep them both entertained.”
luggage her three-year-old daughter Lola got the most enjoyment from during a family holiday in Dorset. But it was not, of course, any old luggage. MV Sports’ Paw Patrol Rollacase was a smash hit, providing bags of space for mum’s holiday packing alongside plenty of ride-on fun for Lola down the seafront.
“It’s really strong, and given what it’s been through already, it’s having no problem,” Jenny told us. “It’s Paw Patrol (tick) and fun to use.
Lola also loves me pulling her along and loves running along with it on her own. We have a bit of a long-haul trip coming up and it will be coming with us. I can also see her wanting to take it on sleepovers back home. It’s going to come out again and again, isn’t it?!”
September
Holly (1) and mum Rachael enjoyed the last of the summer sun with Commotion’s tickit
SiliSoft Animal Squirters
Mum is a fan of tickit toys and felt validated in her brand loyalty after an afternoon of splashing about. “This is the third toy I've had from tickit, and I'm just as impressed as with the first two,” she said. “These feel a lot safer and nicer than most plastic squirters. Aren’t they beautiful! Holly can grab these easily. She likes the feel of them and I can see they are great. They feel so yummy to hold. They look a bit more stylish too. "They are great value for money and I think will hold up well after months of daily use,” she added. “I would definitely recommend them to any parent looking for safe, fun bath toys."
September
Maggie the Feed and Follow Cow, and Coco the Tumbling Panda, part of the FurReal interactive range from Just Play, became fast favourites for Toy Testers
Lily (6) and Star (5)
Lily told us: “She’s fun. I like feeding her. She makes slurpy sounds and burps. When I twist the bottle she starts following me and then her cow bell rings and her tail swishes really fast.
Star said: “After I feed her she goes to sleep in my arms and closes her eyes. When I wake her up I tickle her foot. If I pat her she rolls over and keeps on rolling and giggling at me.”
October
Bladez Toyz’s RPM (Real Performance Machines) radio control car was deemed certified “sick” by Toby (8), Isaac (11), George (9), Harry (8), Joe (10), and Zac (9), who spent a sunny afternoon racing, crashing and careening round their local village hall.
“I’d give this 10 out of 10,” George told us. “It does so many things but I Iike crashing it the most.” Isaac meanwhile exclaimed: “This car ate down!” Which we were reliably informed is incredibly high praise. And there was solace for Toby’s mum Hailey, who said: “The big, rubbery wheels were great and it’s so lightweight so damage to walls and humans is kept to a minimum! The car hasn’t taken any damage either which you just know is a sign of a really good toy.”
October
Little Maggie (1), Bonnie (3) and Lola (3) took a walk on the wild side with The Puppet Company’s Jumbo Friends, designed in collaboration with the Zoological Society of London.
Maggie and Bonnie’s mum Suzie was rightly impressed: “First and foremost, it’s about safety and quality. You can see from the materials used and the detailing just how well made these puppets are. They are just so velvety soft, more so than other plush. They have a unique feel to them. You actually just want to pick them up and hold them.”
2026 Toy Fair preview
Sneak peek at Toy Fair 2026
What: Toy Fair
| Where: Olympia, London | When: January 20-22 | Web:
We take a sneak peek at what will be headlining the stands of a selection of Toy Fair exhibitors in the new year. Our full-fat Toy Fair preview will arrive in January - so stay tuned!
As 2025 comes to a close, attention turns to London Toy Fair and the latest innovations that will be making their mark across the toy industry throughout 2026. More than 250 companies are exhibiting at next year’s show, now in its 72nd year. Many stalwart exhibitors are returning to the show floor, including Character Options, Galt (part of the Jumbo Group), and Epoch Making Toys, and they will be joined by a cohort of 40 newcomers, each looking to kick off another year of buying and selling with a bang.
Rebecca Deeming-Mitchell, Senior Communications and Events Manager at the British Toy & Hobby Association, said the show “offers an unrivalled opportunity to connect with emerging start-ups and industry titans all under one roof in a vibrant atmosphere".
“Toy Fair kick-starts the year for the
Toy Fair kick-starts the year for the toy, hobby and games industry, allowing visitors to set their eyes upon the latest innovations within the sector
Rebecca DeemingMitchell, Senior Communications and Events Manager, BTHA
toy, hobby and games industry, allowing visitors to set their eyes upon the latest innovations within the sector, exploring what's to come in the year ahead as well as make vital connections,” she said.
“Toy Fair is the first opportunity of the year for visitors to get hands-on with the newest toys and games launching in 2026, build on current relationships and make new ones, as well as place orders for the year ahead.
“Toy Fair is the ideal place to build new business connections, strengthen existing relationships and access exclusive on-site retail offers,” Rebecca said. “We are excited to see what is to come in 2026.”
For a full show guide to Toy Fair 2026, keep your eyes peeled for our January issue, which will be landing on desks and inboxes first thing in the new year. For now, here’s a sneak peek at what just a handful of exhibitors will be showcasing on their stands.
THE SCIENCE
MUSEUM
It’s slime time!
sales@funtimegifts.co.uk
Many Moods represented
JUST PLAY
uksales@justplayproducts.com
www.funtimegifts.co.uk
What if learning felt like popping bubbles, squishing silky pillows, and snapping rainbow noodles?
That’s the magic of sensory play.
According to Action for Children, sensory play isn’t just fun, it’s essential. It helps children understand cause and effect, boosts brain development and teaches emotional regulation. Plus, it’s brilliant for fine motor skills, language, and creative thinking. In short: when little hands explore textures, sounds and colours, big learning happens. The Science Museum’s material science slime range is here to make it happen.
For children learning to identify, communicate and understand emotions, Disney Many Moods Stitch and Many Moods Angel from Just Play can provide a helpful tool to visualising thoughts and feelings.
Disney Many Moods Stitch and Many Moods Angel, which is new for spring, are feature plush toys that bring the characters’ lovable personalities to life. Each toy has over 50 sounds and reactions – but perhaps most excitingly of all, they also feature expressive, light-up LCD eyes. The eyes are animated and will display how these characters feel at any given time – be it ‘hangry’, happy, sleepy, loving or otherwise!
Jelly Slime is bubble trouble (in the best way!). Glossy, stretchy, and perfect for big bubbles and huge pops, Jelly Slime is an ASMR dream. Every squish and snap is a sensory celebration, ideal for calming anxious minds or just making playtime epic.
Butter Slime is spreadably soft and silkyas well as being the parents’ favourite. Why? It’s less sticky, bends and moulds beautifully. And, thanks to air-dry clay, it doesn’t ooze. Perfect for mindful moments or stressbusting squeezes.
Crunchy Slime is packed with highquality squishie beads, delivering a satisfying crackle with every squeeze. The sticky base keeps beads in place, so you get all the crunch without the mess. Texture + sound = sensory heaven.
Noodle Slime lets kids create their own slime strands. They simply squirt their favourite slime colour into the activation solution, pull out vibrant noodles, and bend, snap, reseal, repeat. It’s science and creativity rolled into one.
The Science Museum’s material science slime range is more than a collection of colourful tubs, it’s a gateway to learning and creativity, all backed by the Science Museum’s official STEM badge. This trusted mark means every product is educational, exciting, and rooted in real science.
Bring a touch of the jungle into baby’s room with this Janod crocodile-shaped busy board. Designed for little explorers from 18 months, it’s packed with more than 14 hands-on activities to spark curiosity and support early motor-skill development.
Young children can enjoy a labyrinth with moving pieces, a spinning sound eye, three fastening systems (zip, hook-and-loop, and plastic clip), chameleon gears, a doorbell, a metal latch, a hidden mirror, a colorful abacus, and plenty of textures— silicone, felt, buttons, rubber bands, and more. With so much to touch, slide, twist, open, and discover, hours of sensory play await!
This all-in-one activity board also helps children practice dressing skills thanks to its accessible openings and varied fasteners. Mounted on the wall, it becomes a sturdy, independent play station that brightens any nursery with its tropical style and vibrant colours. Baby will meet favourite jungle friends along the way, including a toucan, parrots, a monkey—and of course, the friendly croc!
Glow-up goo MOOSE TOYS
01637 882200 www.moosetoys.com
Gui Gui is the most beautiful slime ever - made by you. Get ready for the ultimate ASMR+ experience that hits every sense. Kids can level up their slime game and give it a major glowup. Unbox a single pack Gui Gui to uncover everything needed to create and glam up slime. Follow the five easy steps to slay scented slime styling: reveal the scented slime; mix in the booster; glow it up with charms; find the surprise figurine; and add some sparkle for the finishing touch. Includes 150ml of slime.
Now its time for kids to show it off or squish.
Sensory delight
COMMOTION
01732 225821
info@commotion.co.uk
www.commotion.co.uk
Sensory play may be rooted in early-years development, but it’s also about wonder, discovery and beautifully designed resources that invite children, parents and educators to slow down, explore and truly engage. Few brands have embraced this movement quite as completely as tickit, whose latest launches continue to put sensory learning at the heart of educational play. This season, the spotlight falls on a pair of newcomers to the brand’s hugely popular stainlesssteel sensory range. The giant Sensory Steel Tumble Ball rolls onto the scene with its irresistible shine and gentle weight,
designed for the tiniest hands to push, rattle, chase and investigate. Partnering with it is a set of three Sensory Steel Mystery Mosaic Balls: smooth, lightweight and visually intriguing. Suitable from birth, both sets are already drawing strong pre-orders from retailers looking to elevate their sensory baby offering.
Tickit’s passion for colour and texture also continues with an expanded line of Translucent Colour sets. Smooth, jewel-toned Dinosaurs, Leaves & Seeds and space-themed Galaxy counters offer open-ended play with light panels or in imaginative play, while the new Tabletop Magnifier and click-together Linking Cubes add tactile satisfaction and STEM-friendly exploration.
The brand’s signature Gems & Jewel range also gets a sparkling update, including Butterfly and Shape Lacing Jewels and an eyecatching Gem Building Shapes set. They marry hands-on skills like lacing and construction with visual delight – an irresistible mix for both learning environments and retail shelves.
From sensory seekers to small-world explorers, tickit’s approach blends aesthetics, developmental value and joyful design. For retailers, these pieces offer both educational credibility and playful shelf appeal; sensory toys don’t just engage the senses, they fire the imagination too.
Character Options’ Toy Fair stand will be packed with fun new games, kawaii collectibles, squishies and so much more, making it a top destination for any London Toy Fair visitor.
For a banger of a game, look no further than Hot Dog Drop. This electronic sausage drop game is inspired by the viral catching sticks challenge that’s generated more than 100 million views on TikTok. When the timer starts, sausages start to fall randomly. Players must catch as many falling sausages as possible. The winner is the player to catch the most sausages.
Rebel Bear is the exciting new collection, where cute meets chaos. The rebellious fun begins with a blind unboxing. Inside each box is a fierce anime-inspired doll, with swappable outfits, bag accessory, and matching ID card. Designed with insane detail and crafted from luxe, ultra-soft fabrics, these fully posable seven-inch doll rebels are made to stand out. Hunt the full crew: six core characters and one exclusive rare.
After another impressive year of growth both in the UK and overseas, Craft Buddy is gearing up for a bright and inspiring return to the trade show circuit. The company is bringing more creativity, colour and innovation than ever, as it continues to expand its global licensing lineup, strengthen retail partnerships, and engage fans of all ages with its unique mix of collectability and mindful crafting.
This spring/summer 2026 season, Craft Buddy will unveil its latest launches at London Toy Fair, promising a showcase full of imagination, and standout innovation with some extra sparkle! The new collection builds on the award-winning Crystal Art brand, celebrated for transforming craft activities into stunning, display-ready keepsakes.
Among the headline introductions are brand-new collaborations with Sanrio’s Hello Kitty, Hasbro’s Peppa Pig, and the irresistibly cute Fuzzballs. Each brings a distinctive new aesthetic and fan following to the Craft Buddy rangefrom iconic preschool characters and kawaii-inspired charm to pop-culture favourites that appeal across generations.
The company also continues to strengthen long-term partnerships with Disney, Warner Bros. Discovery, and Carte Blanche’s Me to You, introducing new creative directions across its established lines.
The new products join a strong existing portfolio that includes some of 2025’s best-loved hits: the 2-in-1 Crystal Art Pin Badges, Crystal Art Buddies, Harry Potter Crystal Art Sticker Album, Wildlife Buddies, and Crystal Art Junior. For 2026, these lines are evolving further with blind bag concepts, a new Sticker Album, Pin Badge extensions, Double XL and Junior XL Buddies, plus Scroll and Poster Kits - all designed to enhance the display and collectibility that define the Craft Buddy brand.
Then, step into the wonderfully squishy, sticky world of MushyKinz. Inside each blind bag are three mystery mini MushyKinz Taba Squishies - soft, stretchy, and oh-so-satisfying to squish, squeeze, and stack. Perfect for fidgeting, sensory play, or silly squishy adventures. There are 10 super-cute characters to collect in Series One, including two rare and one extra-special, super-rare rainbow edition. Each Mushy has a sweet personality and story to be discovered. Collect, trade, and grow MushyKinz families - where every squish feels like a tiny hug and every pack hides a new best friend!
Character Options’ 2026 portfolio will be supported with substantial PR and marketing campaigns for 2026.
Edx Education marks an exciting milestone in 2026, as the global learning-through-play brand celebrates 30 years of inspiring young minds around the world. Visitors to Toy Fair 2026 can join the celebrations at Stand B36, where Edx Education will be showcasing its award-winning educational toy ranges designed to spark curiosity, creativity and a lifelong love of learning.
Among the highlights this year is the enchanting The Very Hungry Caterpillar range, created in collaboration with The World of Eric Carle. This collection combines storytelling magic with educational value, helping children develop number recognition, sequencing, fine motor skills and emotional connection. It’s a beautiful blend of literacy, learning and play – delighting both children and parents alike.
Also taking centre stage is the Busy Play range, a collection that perfectly embodies Edx Education’s ethos of purposeful play. Designed for hands-on exploration, Busy Play encourages children to problem-solve, build confidence and develop key early STEM and motor skills through imaginative, open-ended play. Ideal for classrooms, family homes and play-on-the-go.
2026 Toy Fair preview
Family fun
EPOCH MAKING TOYS 0208 049 1377 sales@epochmakingtoys.com www.epochmakingtoys.com
Stand N7
Epoch Making Toys will be showcasing a host of exciting new products across its portfolio at Toy Fair 2026.
For Sylvanian Families there will be a further selection of limited-edition 40th anniversary sets, as well as several new families, residential sets, seasonal offerings and an exciting new theme for 2HY including the mystical Woodland Wonder Fairy Castle which won a Japanese Toy Award.
New for spring will be the Biscuit Bear Family. A best-seller in Japan, featuring special, extra fluffy flocking, they are the softest Sylvanian Families figures ever! Available in the collection will be the Biscuit Bear Family, Biscuit Bear Sister & Brother Delicious Picnic Set, the Biscuit Bear Twins and the Biscuit Bear Triplets arriving in the
BLADEZ TOYZ
02392 653104
charlotte@bladeztoyz.co.uk www.bladeztoyz.co.uk
Stand E35
Following the success of A Minecraft Movie earlier this year, Bladez Toyz is excited to bring to market new products in the popular Minecraft Make Your Own Characters range in 2026. Leading the way is the viral sensation that is Chicken Jockey. This buildable character kit is the latest addition in the bestselling Maker Kitz range and is the ultimate display piece for fans of the game and movie! Made from sustainable materials, these easy to assemble kits require no glue or scissors. Also joining the Maker Kitz range will be the Wolf Training Pack and the life-sized Axolotl. These fun new sets expand the current lineup.
Bladez Toyz will also be showcasing new additions to its bestselling Hot Wheels portfolio, including the new 4Trac Racer Set - featuring two of the fastest Maker Kitz vehicles yet. These easy-to-build kits require no glue or scissors, and with the 4Trac cars coming in at a larger scale with motorsport style wheels for enhanced grip, it’s time for lights out and away we go!
Also exciting is the new development in flying RC as Bladez unveils its next evolution of Hot Wheels drones. The Hawk MAX racing drone - a larger scale, easy to fly drone – packs in all of the standout features that made the original Hawk so popular including 360 flips, LED lights, auto hover and multi-speed control. This bestselling drone will be demonstrated alongside the all-new Sky Buster, which will be ready to soar on to shelves in AW26.
In addition to expanding the offering within its current licensed ranges, Bladez Toyz is also pleased to announce a brand-new licensing partnership with Bluezoo Licensing, bringing the popular Blocks Universe brands to its growing arts and crafts portfolio.
Also new will be the colourful Citrus Bird Family, and the latest Baby Collectibles – the Baby Woodland Fairy Costume Series, with eight
Aquabeads, the original stick-with-water bead crafting brand, will be showcasing several exciting additions, from neon beads to new licensed sets including Barbie, plus new 3D creations which will launch in the summer. New sets for spring include the Crazy Monster Craft Kit and the Unicorn Nail Designer Kit. Epoch Games is looking forward to introducing its new Kirby offering including Kirby Ice Cream Tower and Kirby Hover Strike.
Plus, tapping into the growing popularity of anime will be three new My Hero Academia games.
A sprinkling of what’s to come
Stand
B90
Just Play’s fifth London Toy Fair showcase promises to be its biggest and best yet. The demand for all things Disney Stitch remains high entering 2026, and master toy licensee Just Play will be delighting fans with some awesome new collectible formats. These are joined by the sweetest feature plush pals, Disney Stitch Ultimate Angel, and all-new Disney Stitch Many Moods Angel, who comes with over 50 sounds and reactions to reflect her big personality. She’s super-expressive and features animated LCD eyes that demonstrate how she’s feeling and what she’s thinking at any given moment of play.
A. A. Milne’s Winnie the Pooh turns 100 in 2026, and Just Play is celebrating this milestone moment for the brand with the launch of its new Disney Winnie the Pooh Collectibles. These super-sweet keepsake toys are packed with cozy charm and display-worthy cuteness. It’s a collection that is set to capture hearts across many generations.
Visitors to the Just Play stand will also be given the chance to meet the newest additions to the furReal portfolio, which will join the flock in the second half of the year. Also on stand will be AW25’s popular new additions: Coco the Tumbling Panda, Maggie the Feed & Follow Cow, and the adorable, sub-£20 palm-sized petsthe furReal Handfuls.
Along for the ride!
WILTON BRADLEY
01626 835400
sales@wiltonbradley.co.uk
www.wiltonbradley.co.uk
Stands E89 and E98
Transform playtime into a magical adventure with the Xootz Unicorn Bumper Car. Designed to ignite imaginations and provide hours of fun, this ride-on car combines whimsical charm with safety and functionality. With its adorable unicorn theme and child-friendly features, the Xootz Unicorn Bumper Car is perfect for toddlers aged 18 months and older to experience the joy of independent driving while staying safe and secure. The Unicorn Bumper stands out from the crowd with a vibrant, unicorn-themed design featuring 3D ears, a light up horn and a fluffy tail that will delight young unicorn fans.
Meet Snootz, the playful foot-to-floor ride-on range made for little adventurers aged 18 months-plus. With four lovable characters to
choose from, each Snootz brings its own personality to life through fun, character-themed sounds like snoring, burps, and giggles. Designed for endless movement, the smooth castor wheels allow for effortless 360-degree spinning that keeps toddlers entertained and on the move. Plus, a handy under-seat storage compartment lets little ones bring their favourite treasures along for the ride.
The Xootz Switch Rider 5-in-1 Folding Balance Trike is the perfect ride on companion for toddlers learning to ride. Designed to grow with children, it effortlessly switches between trike and balance bike modes, helping little riders build coordination, balance, and confidence. A durable steel frame and puncture proof EVA tyres ensure long lasting performance, while the adjustable handlebar and saddle provide the perfect fit for your child as they grow. With a lightweight, foldable design, this versatile ride offers fun, safety, and development in one smart package.
Expect super things in 2026
MAGICBOX
01293 222500
sales@magicbox-toys.co.uk
Stand E45
Magicbox kicks off 2026 at London Toy Fair with an exclusive first look at the relaunch of Superthings, back with more magic than ever, and the highly anticipated Piratix Series 3.
Superthings invites kids into a world where everyday objects become wacky superheroes, from white-eyed heroes to yellow-eyed villains. A true evergreen for Magicbox, the brand keeps excitement high with regular collectible drops, unique action-packed playsets, and always-on marketing support, ensuring strong retail demand and repeat purchase potential.
Following the success of the Kazoom Power TV Series on ITVX and with a dedicated YouTube channel set to launch soon, anticipation for new Superthings toys is strong. Launching in January, the Superthings Battle Series introduces 80-plus new characters, including the crystal-finish ultra-rare Enigma. This wave combines innovation and play-value, featuring Ultra Strikers, advanced robots designed for high-impact battles, and Combat Vehicles, engineered for Kazoom Kids, delivering fast, motion-powered attacks like Power Drill, Saw, and Punch. And get ready for a pirate takeover at Toy Fair! There’s only one port to find pirate collectibles: Piratix! Following massive success across Europe and its UK debut in 2025, Series 3 brings the bold new theme Crazy Jungle, with 70-plus figures, including the neon-effect ultra-rare Wild Mask and his fierce Tribal Crew.
The Puppet Company and its plush-focused sister company Wilberry Toys are expecting another very busy Toy Fair. A huge established selection of over 800 soft toys and puppets – from bears, bats and aliens to licensed names like Paddington and Elmer – now includes amazing new ranges, like the Natural History Museum Dinosaur Plush collection featuring six prehistoric beasts, including a velociraptor, a stegosaurus and a tyrannosaurus rex, in both large and miniature formats. Other highlights include the new Cute Commute finger puppet range, including smiley plane, boat, train and tractor – huge fun for little travellers!
There are also additions to the best-selling HideAway Puppets collection, like the RSPB Bug Hotel, home to four finger puppets: a female ladybird spider, a red mason bee, a seven-spot ladybird and a common woodlouse. The new Hibernation House carry-along playset, meanwhile, offers the three sweetest hedgehog finger puppets. And not forgetting the stunning new Wilberry Water Wonders collection.
Product: DIY Dinos
Company: KidAntics
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!
Email: enquiries@kidantics.co.uk
Web: www.kidantics.co.uk
Product: Baff Potions
Company: Zimpli Kids
Phone: 0845 459 1818
Email: sales@zimplikids.com
Web: www.zimplikids.com
Product: Mr Men Little Miss plush Company: Rainbow Designs Phone: 01329 227300 Web: www.rainbowdesigns.co.uk
Product: Peppa Pig Whizz-Around Peppa’s Great Big World Set Company: Character Options Phone: 0161 633 9800
Product: TopModel Beauty and Me self-adhesive nails
Company: Depesche
Phone: 01159 475200
Email: office.uk@depesche.com
Web: www.depesche.com
Showcase your brands that buyers will want to see in the Toys ‘n’ Playthings January 2026 issue.
We are previewing London Toy Fair, Spielwarenmesse and Spring Fair. Not only is it sent out in plenty of time for pre- planning, it’s distributed the entire time from our stand at the main entrance of London toy fair as you come in.
So don’t miss out and get in touch!
Toy Fair 2025 all set to hit centre stage
Each and everyyear, the event dazzles and delights visitorswith toysgalore “ ” licensees,mediaandthewiderindustry, allunderoneroof. embracesEachandeveryyear,theeventanddelightsvisitorswithtoys galore,rangingfromplush,construction andtechtoystoboardgames,puzzles andcollectibles.ToyFair2025willspan threeexhibitionhalls–theGrand, NationalandtheUpperWestHall.There willbenewandemergingbrands, includingCwaZyLeighCreaTions, Buddy&Barney,IglooBooks,Little Pledgers,Pantasy,LittleDutch,Small Character Options CobiToys
