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In focus Premier Decorations MD John Athwell, OBE talks about his plans for 2026

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News

What’s New

some of the collection from the LS[ 3I[W Science Museum and Funtime The latest of ‘what’s hot’ to get XLI PEXIWX SR 8S] +EMV TMIP[EVIRQIWWI ERH '1* Gifts’ sensory range, including your hands on the award-winning Noodle 3I[W 20 Trade Talk Slime. XLI PEXIWX JVSQ XLI MRHYWXV] We ask industry leaders their 112 Partners in outlook on trade heading into 7IXEMP 3I[W p30 educational play 2026 XLI PEXIWX JVSQ XLI VIXEMP PERHWGETI Liz Ireland, Co-founder of 119 Don’t Miss Bigjigs Toys, on becoming the 5ISTPI 3I[W UK and Ireland distributor for 4M A round up of the ‘must have’ XLI PEXIWX QSZIVW ERH WLEOIVW MR XLI MRHYWXV] toys 2IHME RI[W JVSQ 8: SRPMRI ERH QSVI 18 Hamleys & 1MGIRWMRK 3I[W 25 Toy Hobby China The retailer’s Chief Experience PMGIRWIH TVSHYGXW ERH [LEX FVERHW EVI YT XS Officer, Paul Porter on the It’s a major event in China, key to successful retail focusing on industry trends, 8EPOMRK 7IXEMP partnerships – and how to sustainability and new products VIXEMPIVW EVSYRH XLI GSYRXV] XEPO (LVMWXQEW maintain the magic over a 26 BTHA Q&A global footprint 8VEHI 8EPO Rhys Thomas caught up with 22 The Toy Box WYTTPMIVW HMWGYWW XLI XS] FYWMRIWW PERHWGETI Majen Immink, Director of Fairs Toymaster member The Toy Box & Events at the BTHA, ahead of ;LEXƶW 3I[ has been a colourful constant in Toy Fair 2026 RI[ TVSHYGXW XLEX ]SY RIIH XS KIX ]SYV LERHW SR the heart of Beccles. Retail editor 28 London Toy Fair Preview Clare Turner speaks to Manager )SRƶX 2MWW Everything you need to know Dan Lovett on its evolution and QYWX WXSGO MXIQW JSV VIXEMP about the UK’s biggest toy trade what he’s looking forp26 at Toy Fair event, along with a taste of 102 Pop & Pup Toy Shop what’s to come from many of its For Director Josh Pattison of Pop exhibitors 6 XS]W & Pup Toy Shop, toys aren’t just 32 Toy Fair’s The Gold Zone TVSHYGXW XS FVMRK MR GYWXSQIVW EJXIV (LVMWXQEW a business - they’re woven into A snapshot of new and the fabric of his life. We find out 7MHI SRW emerging brands in the Gold about the history and evolution FMOIW WGSSXIVW ERH QSVI Zone at Toy Fair of a toy retail family /MKWE[ TY^^PIW 96 Spring Fair Preview 108 Paultons Park TMIGMRK XSKIXLIV [LEXƶW LSX MR XLI GEXIKSV] Catch up with what toy products Home to the world’s first and are on offer at February’s NEC the UK’s only Peppa Pig World, Birmingham event Paultons Park caters to more p104 than just fans of the nation’s 110 Toy New York Preview Fair 3I[ =SVO 8S] +EMV favourite curly-tailedp34 family. Back in8MQ 2YVVE] VITSVXW JVSQ XLI WLS[ the Big Apple, The Toy Retail buyer Denise Moore talks Association welcomes the to Clare Turner about life behind 7IXEMP .RXIVZMI[ February New York Toy Fair. We the scenes at the theme park 7SF ;IWX XEPOW EFSYX XLI KVS[XL SJ LMW XLVII WXSVI speak to Kimberly Carcone, +MVIWXSVQ ,EQIW STIVEXMSR the association’s EVP of global experiences about the fast 7IXEMP .RXIVZMI[ changing business of play and 116 The ,EVHIR MR Insights Family (IPME 1IIWSR (S\ SJ =EVRXSR -SQI trends for 2026 New findings from leading 4\JSVHWLMVI SR MXW VIHIZIPSTIH XS] WLST data, market and research powerhouse, The Insights Family, highlight how toys fit into 16 Cover story the changing lives of families 4TMRMSR MV Sports MD Dave Poulter on a and how play in 2026 has to 8R5 ERH 1IQE W 2EVO 3EMWL YTHEXIW SR XLI -]ZI brand-new product category for have a purpose defined less by ERH (SRRIGX HIFEGPI 2026, and continued growth and p48 novelty, and more by intention expansion across core outdoor .RHMI STMRMSR 118 Retail Opinion and ride-ons 2EKKMI 8MFFIRLEQ SR [LEX LEW FIIR ER John Ryan tackles the 24 Licensing Spotlight YRTVIHMGXEFPI ]IEV blight of ‘fakes’ and The Science Museum is why retailers have the (SRWYQIV STMRMSR expanding its STEM badge added problem of the 8LI .RWMKLXW +EQMP]ƶW 3MGO 7MGLEVHWSR SR programme in partnerships with web making them all YIRGI Tonies TVIWGLSSPIVWƶ MRǼ and British Fossils the more prevalent

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Columnists

Special reports ŅĬƚĵĹĜŸƋŸƉƉ

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our guide to the 75th Spielwarenmesse

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Editor’s

letter At the heart of retail Also by Lema Publishing

TableWare INTERNATIONAL

AWARDS OF EXCELLENCE

ead times in the publishing trade being neatly in with the in-person networking and product what they are, I’m actually writing this sourcing activities the show is known for. exactly one month to the day before Toy Majen Immink, Director of Fairs and Events at Fair opens its doors in Olympia. I mention that to the BTHA, told us why the app will be useful in an absolve the omission of any major news stories interview that kicks off our Toy Fair show guide. in this issue that may happen to transpire in the “The app has been designed to enable seamless final days of December. networking opportunities, allowing attendees to Last year we reported on some big stories connect pre-show and schedule meetings, manage that will impact the trade for years to come. diaries and access up-to-date information about the The Entertainer’s founding Grant family passed show,” she said. “The on-site experience is key and ownership of its retail empire to staff therefore the app includes all information in one through the place, such as employeeexhibitor profiles, owned interactive trust model, floor plans, opening exclusive show up the offers, sponsor opportunity details and event to bring Harry schedules.” Potter to stores The Toys n and open on a Playthings team Sunday for the will of course be very first time. at Toy Fair. You’ll Diminishing find us on your support for stand, haunting Distoy saw the aisles or, failing organisers call that, at our stand, The Toys n it a day before E1. If you’ve yet to, do reach out early Playthings team the show took place in May, if you’ve a story to share or a range we citing the growing popularity of just have to see. will of course be previews in LA as a big factor in This issue I also had the pleasure to at Toy Fair. You’ll the decision. Certainly speaking interview Hamleys’ Chief Experience find us on your to suppliers and members of Officer Paul Porter, who oversees all the US Toy Association, the the magic that Hamleys is known stand, haunting West Coast showrooms were for: retail theatre, brand partnerships, the aisles or, packed back in September. And and experiences that give shoppers a failing that, at Netflix struck up a deal to bring reason to visit. He tells me about some Warner Bros. and a huge heap of of his favourite partnerships of 2025 our stand, E1 IP to its portfolio – though how and how to maintain the Hamleys spirit smoothly that proceeds is yet to be seen. Licensing across its growing global footprint of stores. commentators have mixed feelings about yet more There’s so much more this issue, you’ll have to consolidation of IP and brands, though Netflix flip over to the contents for the full rundown, but we does have a pedigree of getting its merch and also caught up with MV Sports MD Dave Poulter; the experiences right. Science Museum’s Head of Licensing and Commercial For now, the focus returns to Olympia and the Partnerships, Amy Harbour; Bigjigs Founder Liz Ireland; de facto start to the toy industry’s year. This year’s Kimberly Carcone, EVP of global experiences, The Toy show looks to be as lively and essential as ever, Association - the list goes on. So go on, dig in. with the signature mix of household names and And finally, if you hadn’t noticed, do flip your issue emerging brands, along with the launch of a new over for our Nuremberg Toy Fair guide. It’s a special Toy Fair app aiming to tie our digital lives more one as the show marks its 75th anniversary.

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NEWS

The Toymaster 2026 May Show is sold out

The Toymaster team toasted a successful end to 2025 with news that exhibition space for its popular May Show is now sold out. The show takes place in the grounds of the Majestic Hotel in Harrogate each year, and in 2025 welcomed more than 100 suppliers and hundreds of retailers. Next year’s show will take place Tuesday 19 to Thursday 21 May 2026.

“All the stands for the May Show are now filled, and we want to give a big thank you to all our suppliers for supporting the show and getting involved,” the buying group said in a release. “We’ve got a great mix of exhibitors lined up, giving independent retailers plenty of choice when it comes to finding the best ranges and products for their stores.” Alongside product showcases and order forms, retailers and suppliers let their hair down for several nights of socialising, dancing and networking at the show each year. In 2025, there was live entertainment and the announcement of special awards for members of the trade who go above and beyond. Attendees boogied at a casual disco-themed evening, and celebrated Golden Teddy awards for both retailers and suppliers during a more formal awards dinner.

Thames and Kosmos UK founders announce retirement Stephen O’Connor and Joanna Drage, the founding Directors of Thames and Kosmos, have announced they are to retire at the end of 2025. The pair launched the UK distribution arm for Stuttgart-based Kosmos at London Toy Fair in 2010. Over the past 15 years, they have grown the company into a leading science kit and board game distributor in the UK, and a stalwart of the UK toy trade. When they bow out at the end of the year, Stephen and Jo will hand over the reins of the company to Emma Hanlon, who has been with the company for 12 years and was their first employee, and National Account Manager Andrew Morris, who joined the company 18 months ago. “We have really enjoyed working in the toy industry, and would like to thank the many

customers and suppliers in the industry who we have shared countless fabulous, hilarious and (mostly) memorable times with,” said Stephen. “We will really miss meeting old friends at the shows every year, however, it’s now time for us to hang up our clogs and let the new generation take the company forward. We wish them all the best for the future.”

Jazwares signs Spiralcute master toy deal Jazwares has signed a master toy deal for Japanese agency Spiralcute’s ‘sophisti-cute’ character brands. Jazwares will serve as the master toy partner and global distributor (excluding Asia) for Spiralcute’s core character product ranges, including Chiikawa, Mofusand, and Koupen Chan. Judd Karofsky, Executive Vice President, Global Licensing at Jazwares, said: “Spiralcute’s distinct character-management approach, strong brand portfolio, and deep understanding of what resonates emotionally with audiences, make them the ideal partner to help place meaningful, joyful experiences into the hands of consumers.”

Hunter Price builds new Lego partnership Hunter Price International and The Lego Group have announced a partnership to bring the iconic Lego brand to life through all-new stationery, arts and crafts, and creative play collections. The multi-territory deal covers Europe (including the UK), Australia and New Zealand, and will see Hunter Price develop exclusive Lego product ranges across backto-school stationery, calendars, journals and notebooks, and more. “Becoming a consumer products partner with the Lego Group, a global icon of creativity and playful experiences, is a real honour,” said Allana Holmes, Commercial Director at Hunter Price. “We identified a huge opportunity to add value to the Lego brand across our specialist product categories. We’ve empowered our team to explore the possible, through creative collaboration and a fresh approach to a timeless brand; we can’t wait to start previews.”

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News Jan.indd 1

toysnplaythings.media 22/12/2025 17:40

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NEWS Toy Industry Awards 2025 tickets now available The British Toy & Hobby Association (BTHA) and the Toy Retailers Association (TRA) have announced that the 2025 Toy Industry Awards will be presented on Tuesday 20 January, the opening night of Toy Fair 2026. Hosted at the Hilton Olympia’s Westminster Suite, conveniently located close to Olympia Events London where Toy Fair takes place, this event promises to kick off the fair Independent Toy Retailer of the Year (single store) with a night of celebration and • Dalscone Toy Shop, Dumfries recognition. • Toys N Tuck, Southend On Sea The evening will begin at • Banba Toymaster, Dublin 6.15 pm, following the close of Independent Toy Retailer of the Year (multi store) Toy Fair’s first day. Guests will • Howleys Toymaster be welcomed with a drinks • SMF LTD / Toytown reception featuring canapés, • Toy Barnhaus followed by a seated awards Toy Department of the Year ceremony at 7 pm, where • Fenwick the prestigious Toy Industry • Toy Emporium at Webbs Garden Centre, Wychbold Awards will be presented. • Garsons Garden Centre, Esher Formal proceedings will Multiple Toy Retailer of the Year conclude by 8 pm. • The Entertainer A key date in the toy • Argos/Sainsburys industry diary, the night • Smyths offers a fantastic networking Partnership Award opportunity for industry peers • Selfridges and provides the chance to • Smyths be among the first to learn • B & M Stores who has won Toy Retailer and Outstanding Achievement Award Supplier of the Year. • Toys Toys Toys, Liverpool Tickets to the event are • Booghe Toys limited due to venue capacity • The Entertainer and will initially be reserved Online Excellence Award for award finalists. Additional • Amazon tickets may be available on a • Smyths first-come, first-served basis, • Very priced at £30 plus VAT.

The Toy Retailer of the Year Awards 2025 shortlist

Lego readies ﬁrst store in Oxford The Lego Group has confirmed plans for a new UK store, which is set to open in the Westgate shopping centre in Oxford later this year. The 250 m.sq. store will be home to the largest range of Lego products, including exclusive licensed sets for the likes of Star Trek and Stranger Things. It will also feature a Pick a Brick Wall and Build a Minifigure Tower. Shweta Munshi, Vice President Marketing, Lego Retail at the Lego Group, said: “We are delighted to expand the Lego 10

News Jan.indd 2

Cobi scoops money.pl award Cobi has been recognised in a new award programme launched by money.pl to honour and celebrate the most innovative and inﬂuential brands in Poland. To mark its 25th anniversary, the editorial team at money.pl established the Brands from Poland awards to honour brands and individuals who significantly contribute to shaping Poland’s image as a modern, dynamic, and innovative country. Cobi was among the inaugural winners recognised for its contributions, and founder Robert Podles (pictured, top) was awarded a laureate. The award was presented by Dame Melinda Simmons DCMG, the British Ambassador to Poland. The money.pl award follows recognition for Podles in November, when he was named a winner of the Economic Award of the European Congress of SMEs Cobi UK also strengthened its sales team ahead of the busy toy fair season, adding three sales agents to its ranks. Phoenix Agencies, run by James Mann and Kirsty Mann (pictured, right), and Mark Edwards of MEA Sales & Marketing, have joined the Cobi team to support customers across East Anglia, the South West, South East and South of England. Lee Crocker, Country Manager, Cobi said: “It is fabulous to have James and Mark strengthen the UK team. Together they bring with them over 55 years’ experience of working within the toy trade.” Retail store portfolio by opening our first store in Oxford. We have found the perfect site at Westgate Oxford, and the new store will allow builders of all ages to be inspired by the endless play opportunities Lego building has to offer. This store will be a top destination for product launches and events, while acting as a hub for our Lego community and new builders alike.” The Oxford location will be the 22nd store in the UK. Details of when the store will open will follow soon, Lego said, with local recruitment for in-store staff kicking off in the coming weeks.

toysnplaythings.media 22/12/2025 17:41

Jumbo ampliﬁes Hitster with UK pop-ups

Jumbo amplified the global sales success of its Hitster music party games collection with the installation of branded pop-ups at high-footfall shopping destinations. The pop ups were launched in Westfield, White City in London and The Trafford Centre in Manchester ahead of Christmas, and will remain into early 2026, offering consumers the chance to take a break from New Year shopping and fully immerse themselves in the Hitster experience. Colleen Rea, Marketing Manager at Jumbo Galt, said: “We’re always looking at ways to build on this success and we’re

confident that Guilty Pleasures brings further personality to the Hitster brand. We’re very excited about the Hitster Pop Ups; they’re based at great retail locations, and the easy gameplay of Hitster combined with the biggest and best tunes from the last 100 years will bring some much-needed joy - and a touch of nostalgia - to the shopping experience.” As well as being able to try out the latest Hitster Guilty Pleasures game, consumers will be able to take part in demonstrations, with DJs also making appearances at the height of the festive shopping season.

Character Group announces year end results Character Group in December reported its results for the year ended 31 August 2025. The group says its performance was hindered in the second half by tariffs on imports to the USA from China. The economic uncertainty has lingered and had a dampening effect in all the group’s markets leading to a reduction in revenue to £100.5m, and profit before tax and other items down at £1.2m. The group remains sanguine about its near-future performance, however. “Our current portfolio is strong with popular sell out brands such as Mighty Morphin Power Rangers and the Sticki Rolls Rolluxe, which featured in this year’s Dream Toys list,” the group said in a statement. “These are to be further supplemented with some excellent additions and extensions that are due to be shown at London Toy Fair next month. So far, response to our current and emerging ranges from our retail customers and distributors, has been extremely positive. “As a result, despite the overall turnover remaining ﬂat for the current financial year, the board expects the group’s FY26 profit (before tax and highlighted items) to be more than double that for the year under review.” Visit Character Options at Toy Fair on Stand N16.

JANUARY 2026 News Jan.indd 3

Disney signs AI partnership with OpenAI

AI users will soon be able to create licensed videos and images featuring Marvel superheroes, Star Wars Jedi, and classic Disney icons including Mickey Mouse. Disney has signed a three-year agreement with OpenAI, the company behind ChatGPT, to become the first major content licensing partner for the tech firm’s Sora video platform. Sora lets users create short-form video content using generative AI. Under the agreement, they will be able to prompt AI to make videos featuring more than 200 Disney characters from brands including Star Wars, Marvel and Pixar. It will also allow for the creation of images on ChatGPT using the same IP. Among the characters fans will be able to use in their creations are Mickey Mouse and Minnie

Mouse, Lilo and Stitch, characters from Frozen, Moana, Monsters Inc., and Toy Story, plus iconic animated or illustrated versions of Marvel and Lucasfilm characters like Iron Man and Darth Vader. Bob Iger, CEO, The Walt Disney Company, said: “The rapid advancement of artificial intelligence marks an important moment for our industry, and through this collaboration with OpenAI we will thoughtfully and responsibly extend the reach of our storytelling through generative AI, while respecting and protecting creators and their works.” As part of the deal, Disney will also make a $1bn equity investment in OpenAI and become a major customer of its AI platforms. This includes internal use of its APIs to create new tools and giving staff access to ChatGPT. The companies will also look to integrate AI in Disney+ to “power new experiences” for viewers, as well as surfacing user-generated content from Sora across the streaming platform. Sam Altman, co-founder and CEO of OpenAI, said: “This agreement shows how AI companies and creative leaders can work together responsibly to promote innovation that benefits society, respect the importance of creativity, and help works reach vast new audiences.” AI users will be able to begin creating Disney content early this year.

RSVP: Juratoys parties at Toy Fair Juratoys is marking the 15th birthday of the Janod Confetti music range in 2026. The celebrations begin at Toy Fair later this month, with a party welcoming visitors to stand N2 on Thursday 22 January for games, goodies and giveaways. New product will also launch in the beloved collection - with more to be revealed during the show. 11

22/12/2025 17:41

NEWS Moose’s One Piece toy line sets sail

The Entertainer partners with Deliveroo The Entertainer has partnered with Deliveroo to provide on-demand delivery of nearly 5,000 toys to consumers’ doors in as little as 30 minutes. This is the first time a national toy retailer will be available on the delivery app. Andrew Murphy OBE, CEO of The Entertainer, said: “We’re delighted to announce our new partnership with Deliveroo, bringing shoppers a brand-new and even quicker way to buy the toys and games they love, in a first for both brands. “We are confident this partnership will drive growth for both brands, opening up new opportunities for customers to buy our exciting range of toys for every budget in the run-up to Christmas, and beyond.”

“We’re proud to be partnering with such a prestigious retailer to provide our customers with the best in class of toys, games and gifts, just in time for the festive season.” Suzy McClintock, VP of New Verticals at Deliveroo

News Jan.indd 4

Moose Toys is this month unleashing a toy line for Netﬂix’s live-action retelling of the hit pirating anime and manga series One Piece. The first licensing collaboration between Moose and Netﬂix brings the show to life through an extensive new line of toys, including action figures, collectibles and plush of Monkey D. Luffy, the Straw Hat crew Zoro, Nami, Usopp, and Sanji, and other fanfavourites making their debut in the new season next spring. “Every toy in this line represents a love letter to the fans. We’ve paid attention to the authentic details, giving them different ways to experience their favourite One Piece pirates,” said Joe Smith, Vice President of Global Marketing, Licensed Brands, Moose Toys. “Whether you’re a kid and this is your first time discovering One

Piece, or if you’re an OG fan of the original series, there is something for everyone, from action figures to higher-end items, and everything in between.” The full range sails onto shelves this month ahead of the second season premiere on March 10, 2026.

Paladone unveils licensed Lego launch range Paladone and the Lego Group have unveiled the first glimpse of their collaborative merchandise range set to be unveiled at Nuremberg Toy Fair and New York Toy Fair in February. Products in the 25-strong product line include games and gifts, lighting, homeware, and drinkware, with many of Paladone’s sub-brands represented such as the ever popular Icon lights, GloBuddies and PopDecks. “For me, this launch is all about celebrating the most iconic bricks, minifigures, and elements in a way that appeals to everyone - kids and kidults alike,” said Jez Jewkes, Paladone’s Head of Creative. “At Paladone, we’ve always focused on bringing brands to life, and that’s exactly what we’ve done here. These products feel like they’ve been lifted straight out of a Lego set and transformed into lights, alarm clocks, mugs, and more.” To ensure maximum end-consumer visibility and impact, a strong online and oﬄine B2C marketing strategy will support the range throughout 2026 and beyond in addition to development of fun and unique POS retail merchandising solutions to enhance in-store displays. Jez hints that products include 1000 per cent scale Lego brick lights that illuminate when stacked, posable Lego minifigure lights, and wall-mountable torches with interchangeable tops. Retailers who can’t make it to Paladone’s booths at the Q1 trade shows can experience them at the Lego Group booths at various shows instead, or get in touch at info@paladone.com to be taken on a virtual walkthrough of the initial offering.

toysnplaythings.media 22/12/2025 17:41

Zuru scores FIFA World Cup 2026 license Zuru is expanding its sports collectibles brand Ballers in partnership with the FIFA World Cup 2026. Launching this month, FIFA World Cup 2026 Ballers is an officially licensed product of the football tournament, which will be played in 16 host cities across the US, Canada and Mexico later this year. The range features FIFA World Cup 2026 heroes, host nations and tournament winners from throughout history, with 33 football players to collect, seven rare figures and two super rares. Players include Lionel Messi, Harry Kane and Kylian Mbappé. “The partnership with FIFA reinforces Zuru’s commitment to delivering innovation and excitement through licensing”, said Aneisha Vieira, Head of Licensing and Partnerships, Zuru. “Ballers has captured the imagination of collectors globally, and this collaboration allows us to celebrate a shared passion for play and sport. It’s an incredible opportunity to extend the brand’s reach, inspire creativity, and connect with new audiences around the world.” Zuru also unveiled a new London showroom housing offices, a stateof-the-art 10,000 sq ft showroom, and space for a start-up incubator

Wow! Stuff names KandyToys new distributor Wow! Stuff has announced a brand-new distribution partnership with KandyToys, and will focus on strengthening relationships with independent retailers in 2026. KandyToys will debut the full Wow! Stuff range at London Toy Fair in January 2026, from the fast-selling WWE lines to the cutting edge Puppetronics range and more. “We’re excited to be joining forces with KandyToys,” said Graham Gardiner, UK Sales and Global Sales Operations Director at Wow! Stuff. “Their phenomenal distribution network and deep relationships across UK independent retail will help us reach even more customers with our awardwinning innovation.” Freddie Martin, Managing Director at KandyToys, added: “We’ve long admired Wow! Stuff’s creativity and their ability to deliver innovation at every price point, from pocket money to premium… We’re delighted to be working together to bring these brilliant products to more retailers than ever before.” The new deal follows an announcement in October that Wow! Stuff had ended its distribution partnership with DKB.

JANUARY 2026 News Jan.indd 5

Peter Rabbit hops into Smiffys portfolio Leading costume manufacturer Smiffys has signed a new licensing agreement with Penguin Ventures to bring The World of Peter Rabbit dress-up, accessories and partyware to market this spring. The new collection will feature adorable costumes for toddlers and children aged two to nine, along with themed accessories and party decorations, designed to capture the charm of the original stories. Whether for imaginative play, special celebrations, or everyday dress-up fun, the range will offer something for every little Peter Rabbit fan. “There are dress-up and party opportunities with Peter Rabbit year round, from at home role-play and gifting, to Easter celebrations, birthday parties and baby showers,” said Dominique Peckett, Director at Smiffys. “We are excited to be working with this legendary brand once again to bring creative new Peter Rabbit costumes and partyware to the market.” The Peter Rabbit range is set to launch in February, offering retailers and families a delightful new way to celebrate and enjoy this cherished storybook world. It is the latest licensing deal that reinforces Smiffys’ commitment to providing high-quality, innovative dress-up products inspired by beloved characters.

“We are thrilled to see Peter Rabbit’s timeless charm brought to life through Smiffys’ new collection of dress-up costumes and partyware. This partnership allows families to celebrate and enjoy the beloved characters whether through playful dress-up, World Book Day or seasonal occasions.” Zoe Smith, Senior Licensing Manager, Penguin Ventures

22/12/2025 17:41

WHAT’S N WH Snuggle up! One Love

KidAntics (UK distributor) 01293 364364 | enquiries@kidantics.co.uk | Toy Fair: Stand D25

For over 140 years, soft toys have been silent superheroes— delivering comfort, joy, and that unforgettable first hug. Remember yours? Maybe it was a cuddly teddy, a plush pup, or a fuzzy zoo friend. Whatever it was, it wasn’t just a toy—it was your first hug buddy, your secret keeper, your bedtime pal. One Love soft toys embody that spirit, and are crafted with ultra-soft, 100 per cent recycled fabrics and a body design that doesn’t just hug—it snuggles. The kind of snuggle that melts worry, sparks giggles, and wraps you in a cozy comfort of One Love. One Love is a curated collection of irresistibly adorable soft toys and bag charms, designed to snuggle, cherish and share. Crafted from signature ultra-soft fabric, each One Love soft toy feels like a dream. Just one touch and you’ll never want to let it go. Each soft toy features a unique design that flops naturally into your arms. Plus, they’re kind to the planet: One Love animals are made using fabrics manufactured from recycled plastic, transforming waste into super-soft wonder.

Fresh families

Green figurines

Proud Penguin

Epoch Making Toys

o.uk | www.proudpenguin.c

.co.uk gary@proudpenguin 5 D3 nd Toy Fair: Sta nch for 2026. After five Toy Fair with a full lau on nd Lo the be, to s urn figurine can and should Proud Penguin ret and rethinking what a ch, ear s res she nt, pu me and op vel years of de a familiar category uce a range that takes rod int to dy rea is nd the bra mals— it one step further. ns a wide variety of ani figurine collection spa a ing find s wa es The new Proud Penguin ng lle One of the earliest cha . nts gia nic proved ico ap to 71bs EN from tiny cu g a high-quality, les while still deliverin sca all and for le, le rab tab du sui e, ial saf mater nes that were set out to create figuri tactile uin ng the Pe ing ud los Pro ut ct. ho du wit t, pro plane genuinely better for the en ldr chi quality collectors and love. t The range reflects tha ces like pie tre cen m Fro . ambition ica Afr n the Classic T-Rex and rites such ou Elephant, to small fav Bear Cub, lar Po or b as the Lion Cu d with ne sig de is n tio the collec strong both broad appeal and ross the Ac . collectability in mind en to be has aim entire line, the g world gin ga en , ced lan create a ba sea to the m fro of animals stretching the jungle.

0208 049 1377 sales@epochmakingtoys.com www.epochmakingtoys.com Toy Fair: Stand N7 In 2026, Sylvanian Families will be launching further limited-edition 40th anniversary sets, several new families, residential sets, seasonal offerings, and a new mystical woodland fairy theme, available from the summer. Several new families will move into the village in 2026, too. Launching in January will be the Biscuit Bear Family - featuring special, extra fluffy flocking, they are the softest Sylvanian Families figures ever - and the colourful Citrus Bird Family (pictured), each uniquely posed to take flight. As voted by fans, the Hamster Family will be available from July.

toysnplaythings.media

NEW The perfect fit The House of Puzzles 01303 212691 | sales@bigjigstoys.com | www.bigjigstoys.co.uk Nuremberg Toy Fair: Hall, 10 B-16 In 2024, the House of Puzzles brand was passed on to Bigjigs Toys, a family-run toy company with 40 years of experience in puzzle craftsmanship. It was the perfect fit. In 2026 come a host of new lines offering stunning images and thoughtful formats that resonate with dedicated puzzlers and casual enthusiasts alike. Highlights include several stunning new images across our core piece counts, including a magnificent 1000-piece puzzle, Castell Conwy. This richly detailed scene captures a vibrant historical pageant set against the imposing backdrop of a Welsh castle. Puzzlers will be delighted by the complexity of the medieval flags, the brightly dressed riders on horseback, and the cheering families lining the riverbank. For an equally relaxing but quicker experience, the Big 250 series welcomes the charming Seaside Sunset. This picturesque scene of cottages, fishing boats, and soaring seabirds against a stunning coastline is perfect for a satisfying afternoon puzzle. When complete, the image measures 24x48cm, proving that you don’t need thousands of pieces to create a truly beautiful and rewarding experience. Beyond single-image puzzles, come the new Going Places box set. This is a collection of four distinct 500-piece puzzles, each measuring 34x48cm when assembled. The set features nostalgic artwork depicting various modes of travel, from bustling railway platforms and classic seaside outings to retro aeroplane hangars and serene lakeside caravans. This multi-pack offers exceptional value and variety, making it an ideal gift and a commercial standout for retailers. The 2026 House of Puzzles collection demonstrates that playful relaxation and trade opportunity go hand in hand. From stunning historical canvases and accessible Big piece sets to sustainable, travel-friendly mini puzzles, the range offers suppliers products that are beautiful, engaging, and commercially strong, making every puzzle a win for both leisure time and profit margins.

JANUARY 2026

Meet Buddy, the AI companion Play Tech AI sales@playtechai.com www.playtechai.com Play Tech AI is a forward-thinking toy company that transforms market opportunities and customer insights into next-generation products designed to support child development and growth. By blending creativity with research, Play Tech AI creates innovative, engaging, and educational toys that inspire learning through play. The experienced, multi-disciplinary team have combined their skill sets to develope an array of children’s AI products that combine education with play, bringing to life smart, developmental toys that truly make a difference. Buddy is the first from the MiAI range. Buddy, MiAI Chatbot, has been thoughtfully designed to be more than just a toy: he’s a true AI companion for children. Through AI conversation, music, learning games and playful movements, Buddy creates interactive experiences that help children build their confidence, empathy, and communication skills. The initial MiAI range by Play Tech AI expands on this idea of smart play with purpose, introducing innovative, AI tech-driven products that blend entertainment with education. Each product in the lineup is designed to spark creativity, encourage curiosity, and make technology feel warm, approachable, and family-friendly. Together, they represent Play Tech AI’s mission to shape the future of play, where learning and fun go hand in hand.

COVER STORY MV SPORTS

Fresh for 2026 Newness is the operative word for MV Sports in 2026, with a fresh slate of licenses, innovation across own-brand lines, and the introduction of a surprisingly synergistic new product category

Ask the

What would make 2026 a successful year for MV Sports? “Success in 2026 would be defined by continued growth and expansion across our product ranges,” says Dave Poulter, Managing Director of MV Sports and CCO of parent company Tandem Group. “We are focused on strengthening our licensed portfolio, refreshing core categories such as scooters, bikes and ride ons, and entering new areas including car accessories. Delivering compelling, well-designed products that resonate with both retailers and consumers will be a key measure of success, alongside building on the strong foundations we have already established.”

“

We will be placing even greater emphasis on newness across the portfolio

“

Dave Poulter, Managing Director, MV Sports

MV Sports is carrying momentum into 2026 with newness at the forefront, following a year of bold innovation and increased investment in product development. From the introduction of novel product categories, to an expanded portfolio of licensed properties, plus development across own-brand ranges and evergreen bestsellers, retailers will find a reenergised collection from the toy trade stalwart. “We had a very strong and positive year in 2025 for newness,” says Dave Poulter, Managing Director of MV Sports and Chief Commercial Officer of parent company Tandem Group. “Demand for outdoor play remained resilient, with families continuing to prioritise active, engaging products that deliver clear value. Throughout the year, we focused on keeping our ranges fresh through thoughtful design updates and the introduction of new products, and that approach translated well at retail.” One of the biggest developments for 2026 is the move into car accessories, a product category that leverages MV Sports’ expertise in licensing and product development. The first wave launching domestically will feature

popular licenses such as Peppa Pig, Paw Patrol and Winnie the Pooh, with additional licenses available through an extended FOB offering. “It is a space with strong growth potential and one we believe will resonate well with families and licensed toy consumers alike,” says Dave. “The car accessories category allows us to expand our overall offering while remaining closely aligned with our core outdoor and ride-ons focus.” The move also expands MV’s reach beyond play time, giving the company a broader presence in everyday family life. To better supports retailers, the category expansion provides opportunities to “build more complete, lifestyle-led licensed selections around trusted brands”, Dave says. MV Sports’ licensed product lines feature some of the world’s most popular brands, from pre-school favourites Bluey, Paw Patrol and Peppa Pig, to global icons such as Hello Kitty, and box office blockbusters Wicked and Jurassic World. In 2026, that slate of IP is set to expand. MV has announced the introduction of SpongeBob SquarePants, Toy Story, Dora and the Minions across its product categories, with more licenses set to be revealed in the coming months. “These upcoming partnerships will continue to strengthen our licensed

17 toysnplaythings.media

What Toy Fair

means to me Chloe Bagshaw, Product Development Manager, MV Sports, shares her highlights from Toy Fairs past, and why the show remains such a key date in the MV diary

portfolio and support be expanded our strategy of offering in 2026. recognisable, high-impact brands In the year of the FIFA across multiple categories,” Dave says. World Cup, football brand Known for translating top licenses Kickmaster will also receive into authentic, winning products, Dave an overhaul. says the team works closely with “Kickmaster is undergoing a rebrand, licensors and brand owners to ensure with a refreshed range set to roll out, every product reflects including what is expected the brand accurately and to be a standout summer The car to a high standard. “The product, the Kickmaster accessories process is well established Inflatable Target Shot, category allows designed to be a hero item and continually refined, us to expand enabling us to deliver highfor outdoor play and social quality products that meet occasions,” Dave says. our overall both licensor expectations Other own-brand offering while and consumer demand,” innovations include a range remaining he says. “This approach has of trampolines, as well as a closely aligned Mini Climber with Slide, and a proven successful, with several products across our with our core Nest Swing with Lights. ranges receiving industry With Toy Fair on the outdoor and recognition and awards.” horizon, retailers will be ride-ons focus able to get hands-on with But MV isn’t losing focus of its own-brand lines. MV’s exciting new product Dave Poulter, “Striking the right slate on stand E75, and join Managing Director, balance between ownMV in what is set to be a MV Sports brand and licensed hallmark year. products is extremely “Looking ahead to 2026, important,” says Dave. “Across the wider we are feeling confident and optimistic,” portfolio, we continue to focus on says Dave. “We have a strong pipeline authenticity and innovation, developing of launches planned and will be placing products that resonate with both even greater emphasis on newness retailers and consumers. across the portfolio. Innovation and “While licensing remains a key relevance remain key drivers for strength for MV Sports and plays a major our customers, and we believe our role in our presence within the outdoor upcoming ranges are well positioned to toy market, developing strong ownmeet that demand.” brand products allows us to offer greater flexibility, exclusivity, and longterm value to our retail partners,” he adds. “By investing in both areas, we can build a balanced, resilient portfolio that supports sustained growth and innovation across the business.” Hedstrom, one of MV’s bestperforming original brands, will be bolstered with the launch of a new wooden range expansion into garden games, including a golf target game for the domestic market. Hedstrom’s popular FOB programme, which provides exclusive colourways to key retail partners, will also

“

JANUARY 2026

MV Sports have showcased at Toy Fair for over 30 years, on and off, presenting creamof-the-crop licenses and product newness to customers old and new. As a leading company in wheeled and outdoor toys, Toy Fair is the perfect platform to demonstrate our pride in design and innovation, underpinned by exceptional quality and customer service. Our passion for outdoor toys is second to none, and we will go to any means to protect our product, as such was the case many years ago when a pigeon invaded our stand. However, we were prepared with Nerf blasters to defend our stand against the pigeon poo (please note, no pigeons were harmed in the stand off!). I must admit, the show always amazes me; from the plush purple carpet to the life-like character costumes, to the beautifully decadent architecture and the joyous guffaws that can be heard echoing each hall. As part of the product development team, I see the transformation from empty, cold space to a world of wonder, which makes the finishing touches all the more impactful. Networking plays such a vital role at this event and is often the perfect opportunity for us to catch-up, meet customers and licensors alike and be featured on inshow media or in trade press. This will be my sixth year at Toy Fair and, as always, I can’t wait to showcase our amazing ranges, including the new Hot Wheels and Toy Story collections on beautiful display under the dazzling lights, and to catch up with everyone in the most fun industry there is! While we have all witnessed Toy Fair blunders, on the whole MV seem to have come through unscathed, apart from the odd sore head or two. We are certainly excited to see what 2026 brings!

MV SPORTS 01217 488000 | sales@mvsports.com www.mvsports.com

RETAIL INTERVIEW HAMLEYS

There’s no place

like Hamleys Sourcing the right product is only half the battle for today’s retailers. Giving shoppers a reason to visit is the other. Perhaps no retailer does that better than Hamleys, whose flagship Regent Street store has drawn crowds for centuries. TnP sat down with Paul Porter, the toy emporium’s Chief Experience Officer, to learn what goes into a successful brand partnership, how Hamleys maintains the magic across an expanding global footprint of nearly 200 locations, and why the kidult market – important as it is - is not exactly the new phenomenon it’s sometimes held up to be

Paul, you’re lucky to have an exciting job as the Chief Experience Officer at Hamleys. What does your role actually entail? The role really is multi-faceted, covering touch points wherever the Hamleys brand touches our audience, from store location development, store design direction, revitalizing and standardizing our packaging, to creating wonderful instore experiences. Obviously, our famous Regent Street store is a big focus, but we ensure that any experience there is scalable around the world. How would you describe the Hamleys spirit, the through-line that makes a retail experience uniquely ‘Hamleys’? What makes the Hamleys experience so special are all our colleagues in store. They bring real joy to millions of families and create lifelong memories. This isn’t just the entertainment teams or the product demonstrators, but everyone in store. There is a palpable sense of pride in what we do, making kids smile in an environment that’s dedicated to kids - and it has been this way for 265 years. In a way, we virtually invented retail experience a long time ago!

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In a way, we virtually invented retail experience a long time ago! Paul Porter, Chief Experience Officer, Hamleys

”

Last year was a busy one for Hamleys on the retail theatre front - particularly at the flagship Regent Street, London store. What are some of your highlights from 2025? There is always something new in store, with loads more in the pipeline. I love our new Hamleys Marketplace on the ground floor, showcasing a huge range of fun, charming plush product. It is a really inviting experience. Plus, we have new Paddington Bear and Marvin’s Magic installs too. The lower ground floor has transformed with new Bandai and Pop Mart areas, plus a brilliant Wicked experience in partnership with Universal. On each of our seven floors there is something new to discover. And in our marketing, we have all been very excited these past few months for Hamleys – Top Toys of All Time, the Channel 4 documentary which went out on TV just before Christmas. It showed the true magic of a visit to Hamleys so beautifully, and it has created real impact. How do partnerships with toy suppliers and brands work? What goes into the successful execution of a winning idea -

and how do you measure success? Understanding how we can benefit each other is the key to a great partnership. No toy store in the world can bring products to life like Hamleys. When we do that well, everyone benefits, especially our customers. We recognise we always have to get the balance right between brand partner messages and being sensitive to the Hamleys store environment and values. That leads on to measurement – we use both hard and soft KPIs from EPOS data and footfall to NPS scores and anecdotal feedback from staff and customers alike. What are the fundamentals that make a good retail experience? Clarity, empathy, scale. You must put the child at the heart of the experience and truly understand what will captivate them. Overburdening them with branded and technical messaging is a real turn off. In many ways, it’s not what you say, it’s what you do. We have evergreen experiences that work year after year, because they are simple and understandable. Plus, they have a cut-through that creates both scale and scalability.

toysnplaythings.media

We’d be remiss not to talk about Christmas - a hugely important and busy period for Hamleys, and toy retail in general. How do you craft a winning Christmas campaign, and when does that work begin? Yes, Christmas is massive and it must be, right?! The work begins properly in January, although we are already [this interview was conducted in mid-December] looking at what we have been doing for Christmas 2025 and how we can make it better in 2026. It will encompass many elements, from store decoration, the opening ceremony, and marketing communications to Santa’s Grotto, and ensuring we have enough Elves.

Do you think the kidult market will continue to grow in the coming years? The kidult category will continue to grow in the next few years, driven by both consumer demand and by brand initiatives. It’s something that has been around for a very long time. Brands such as Lego and Hornby have always had a strong and active adult consumer segment. Events like Comi Con are hardly new. Brands are tapping into this more explicitly and are better at targeting groups and communities. Perhaps it’s a realisation that fragmented media allows you to reach very distinct audience segments with highly tailored offerings.

Hamleys is fully embracing the kidult and adult collector market. How has that opened up new opportunities for experiences and brand collaborations – especially balanced against your core child audience? Brilliant brands like PopMart and Bandai are great partners to have. They offer an experience that is kidult orientated without being exclusive. It’s a great segment that is expanding, but should never be to the detriment of our core offering. ‘Everybody Welcome’ is our mindset. We have nearly five million people a year visit the Regent Street store, so we have to ensure a broad appeal.

Hamleys is of course much more than Regent Street. How do you translate the Hamleys magic in other markets around the globe? We have nearly 200 stores in 14 markets around the world. Working with our global marketing team and our franchise team, we create a set of guidelines and training programmes to replicate the core Hamleys principles and behaviours. Every store will have an opening ceremony and a degree of demonstration and events. There are some seasonal campaigns that will be activated in every store, while we also allow for local and regional campaigns.

“

You must put the child at the heart of the experience Paul Porter, Chief Experience Officer, Hamleys

”

Have retail conventions and trends in other territories that Hamleys operates in informed or impacted your work here in the UK? You just have to look at Black Friday and Cyber Monday, or how we now celebrate Diwali or Chinese New Year. to see how regional and local events become mainstream very quickly. Our audience is truly global and we need to appeal to so many people. It’s definitely a two-way street in terms of inspiration. What is it about the toy industry that makes it so ripe for successful and creative in-store theatre and experiential partnerships? Play. Kids love to play, adults love to play, parents and grandparents love to see their kids and grandkids play. Toy stores are the natural home of play and if you truly put play at the heart of your experiences then you’ll have success. experience and continuing to transform our spiritual home in Regent Street.

What would make 2026 a successful year for Hamleys from your perspective? There are going to be many challenges in 2026, but we are confident that we are heading in a good direction. Success will include new stores opening in new markets, even more brand partnerships in store, and really bringing our Hamleys product to the heart of our store

JANUARY 2026

TRADE TALK

THE BIG QUESTION

Sarah Clark

Managing Director, KidAntics I think there is a sense of renewed energy in the market, and for KidAntics the excitement is amplified. As a newer business with a fast-growing portfolio, 2026 is a major year for us. We’re entering the year with fresh brands, strong partnerships, and a focus on categories that are outperforming such as sensory play, sustainable plush, STEM learning, crafts, and character-driven collectability. Because we’re still a young company, the opportunity ahead is huge. We believe retailers are prioritising ranges with strong stories, value for money and long-term appeal, and that aligns perfectly with the portfolio we are launching. With both innovation and flexibility on our side, 2026 is set to be a year of rapid momentum. We’re excited!

Zara Grindrod

Sales and Brand Director, Rainbow Designs

Last year was a go od year for us, but we worked hard to ensure it happened. For 20 26, we will continu to do what we do e best and deliver hig h-quality, innovative and co mmercially strong ranges, such as Paddington, Bing , Peter Rabbit and Disney Winnie the Pooh. We’re optimistic ab out the year ahead and are focu sed on building m omentum, and continuing to grow and strengthe n our position in the mar ket. This year is a pa rticularly special year for Ra inbow as we celeb rate 55 years of Rainbow deliver ing premium licen sed plush character ranges to retail.

What are your hopes and expectations for trade in 2026? nd Tara Strickgla n, Santoro

Head of Desi

uraging to It’s been enco nfidence co ed see renew , dustry in 2025 across the in g in ch oa pr and we’re ap ergy and en ith w 26 20 many ke Li ! optimism felt obally, we’ve businesses gl anges ch legislative the impact of ries, and ito rr ral key te ve se g e challenges tin ec aff navigate thos to rd ha rtners. d ke we’ve wor ely with our pa tiv ra bo lla co and challenges thoughtfully d economic ue in al nt co e th at there is a re Considering ing to see th ag ng ur ei co se en re so e’ w at retail, it’s d quality, and innovation an tful choices. gh ou th , appetite for ed er s more consid lenges, there’ buyers make ly chain chal . pp ry su st e id du w in ross the Despite world resilience ac d of te e ci ns ex se d ng an also a stro ain positive ead, we rem ead full As we look ah other year ah an ith w e m co to d innovation about what’s , and continue ity tiv ea cr n, of celebratio for Santoro.

As the industry returned to growth in 2025 following a number of soft years, trade is trending in the right direction and there is a renewed sense of optimism for the year ahead - albeit cautious at this early stage. We spoke to a range of industry leaders to gauge their expectations for trade in 2026

Simon Prest

Sales Directo r, Orchard Toys We’re confide nt about the year ahead. W e have a stro ng new collectio n, an evergree n portfolio of be st-sellers, an d parents cont inue to trust Orchard Toys for triedand-tested ga mes that deliver quality , value, and fu n with an educational edge. It’s a w inning combi shoppers an nation for d retailers.

toysnplaythings.media

Amy Saunders

Katy Fletcher

Head of Marketing and Product Development, Ravensburger UK With the incredible line-up we have this year, there’s a lot to look forward to in 2026. While these are challenging times, we’re extremely positive about the year ahead. We feel we have the right mix of evergreen bestsellers, innovative new product and a lineup of powerful licensed product that will lay a strong foundation for growth.

UK Country Manager, Just Play

We finished 2025 on a very positive note , and it’s good to se e the overall toy tra de is in growth, too. As we head into 2026, the team is feeling quietly confident. We’ve got lots of exciting launche s coming through, which leverage the robu st business that we ’ve built through licensing partnerships. It’s go ing to be a fun year, with pl enty of opportunit ies to build upon our success in categories such as preschool, plush and collectibles.

Lee Crocker

Country Manager UK and Ireland, Cobi Toys

Mark Jones , University Sales Director goon Games and La

other tough I anticipate an s ne, which play yo year for ever s er om s. Cust to our strength ock reliably st to g in ok are lo l , ts that severa selling produc t. an w d cognise an generations re e th em th , we offer On top of that ing for at they’re look th ns good margi ! bring on 2026

We believe that 2026 will be another good year. The new licences that we have coming through in non-military products will be strong performers. We have opened many new doors in the last quarter that complement our ranges, albeit with niche retailers, but these will perform well. Plus, trials that we have had this year online with retailers should transition into physical store fronts. We had excellent growth in 2025: 80 per cent up with Toymaster and independents, and over 200 per cent in multiples. So we are feeling quietly confident.

Glenn Harrison

Head of Global Sales, Connetix

We’re optimistic about the year ahead. With several categoryfirst launches planned, 2026 is set to deliver real impact, sparking children’s imaginative and educational play while giving retailers fresh opportunities to drive sales and excitement. Adding in competitive gamification to our play methodology is really going to drive the category forward this year. We saw over 40 per cent growth in the UK in 2025, and with everything lining up as we start the year, we expect to surpass this growth marker, delivering tangible results for our retail partners.

JANUARY 2026

Michelle Probert

Sales and Marketin

g Manager, Ju

ratoys We’re optimistic. De mand for high-qu ality, sustainable toys, particularly wo oden toys and soft toys, continued to rise in 2025, and we expect that tre nd to strengthen in 20 26. Parents and gift-givers are loo king for products with longevity, tact ile appeal and a story behind them, and that plays directly into our strengths. We antic ipate steady growth, rene wed confidence from re tailers and strong interes t in classic play patterns. If th e industry maintains its focu s on value, sustainability and meaningful innovation, 2026 co uld be a very positive year.

RETAIL INTERVIEW THE TOY BOX

years of play Dan Lovett

For 85 years, The Toy Box has been a colourful constant in the heart of Beccles. Manager Dan Lovett reflects on its evolution from a pre-internet institution to a modern retail hub for generations of local families Located in the heart of Beccles, next to the Norfolk-Suffolk border, The Toy Box has been a fixture of the town centre since 1940. In its eight-and-a-half decades, the shop has changed hands only three times - a testament to its stability and local significance. The current owner, Nigel Kemp, bought the business with his father Philip in November 1995, and 30 years later it’s still going from strength to strength. Nigel arrived with a solid background in retail and hospitality, so running a toy shop felt like a natural fit. But as manager Dan Lovett explains: “Back in 1995, things were very different to how the shop runs today. The biggest change was having no internet, websites, emails, or ordering on mobile phones… reps or agents came in every week taking orders.”

“

In January, I’ll be heading to Toy Fair in London, possibly Spring Fair, and Toymaster regional meetings all with the intention of looking at new products from old and new suppliers

”

A few years later, a toy shop 12 miles away in Halesworth came up for sale. Nigel and Philip decided to expand to a second store - and the move paid off. Both shops became very busy and, when a member of staff retired, a vacancy opened that would shape the next quartercentury of Dan’s life. “This was when I joined the team,” he recalls. “I was just 20 years old and had no idea what to do. So, after lots of training and four NVQs later, 25 years on, I'm still loving it.” As the business evolved, so did its buying relationships. In the early years, Nigel was a member of the Youngsters buying group. But after it closed, The Toy Box joined Toymaster - a shift that proved transformative. “Our move to Toymaster has been very beneficial over the years - with

branding of the shop, window kits, carrier bags, vouchers, and obviously the TIMS [Toymaster Information Management System] central invoicing, plus being able to share information and stock with other members,” Dan says. Meanwhile, the surrounding retail landscape has changed dramatically. In March 2024, Nigel decided to close the Halesworth shop to reduce his work commitments and focus on the Beccles store. Dan says the town has seen “massive growth” over the years not just with housing but with other retailers arriving too. “Tesco came to town just over 20 years ago and has since added The Entertainer to its floor. Roys of Wroxham took over the Co-op and also has a toy department, and for just over 10 years now we’ve had B&M, which is

toysnplaythings.media

Best-selling

brands Pokémon TCG, Asmodee Lego, The Lego Group Hot Wheels, Mattel

Sylvanian Families, Epoch Making Toys Britains tractors, Tomy

the public for a day. “We took a stall at Old Hall Farm Woodton in Norfolk, which is six miles down the road, and sold loads of tractors from Siku and Britains,” Dan says. Alongside a Maker’s Market of more than 40 stalls, the Kidult is a event included guided farm at The Toy Box, Dan remains as enthusiastic as the day major factor in walks and talks, sheep shearing he first started. “It’s been a blast! I still love it as much demonstrations, working sheepdog our turnover, as I did when I first joined the team, and hopefully for and milking displays, animal and I think encounters, and modern and vintage another 25 years to come.” this customer farm machinery exhibits. He continues: “We were heavily just a five-minute walk away. in February, and Toymaster regional group will no involved in the Beccles Soapbox “They all stock a good range of toys,” meetings - all with the intention of Derby, which we organise with he concedes, “but luckily none of them looking at new products from old doubt grow Beccles Town Council. It took place have the staff expertise and knowledge and new suppliers.” year-on-year in September and attracted about that we have at The Toy Box”. And 2026 brings even more to 6,500 spectators. They watched When it comes to popular look forward to, as The Toy Box competitors tackle ramps and a products, the strongest categories aims to increase its involvement in chicane, with the bonus of a big are Pokémon trading cards, Lego, local community events. “Last year screen in the town centre liveHot Wheels, Sylvanian Families, and we tried a couple, which were very streaming the race. We’re already Britains tractors. successful,” Dan says. After positive excited about this year's event, Dan points out that today's top outings at Open Farm Sunday and scheduled for the last Sunday of performers increasingly appeal to the Beccles Soapbox Derby, "we September.” kidult customers, who now make up will be looking to do more”. But his biggest hope for 2026? “If a very significant percentage of sales. Managed by LEAF (Linking there’s one thing that would be a “Kidult is a major factor in our turnover, Environment And massive success this year, it would and I think this customer group will Farming), be for everyone in the local area to no doubt grow year-on-year,” he says, Open Farm stop buying online and support local “especially with Pokémon celebrating Sunday is a businesses. Fingers crossed.” its 30th anniversary in February." national June Day to day, Dan focuses on Looking ahead, Dan is preparing for event where what matters most: people and a busy trade show season: “In January, farms across presentation. “My key objectives are I’ll be heading to Toy Fair in London, the UK open keeping customers and staff happy (I possibly Spring Fair at NEC Birmingham their gates to love a good laugh) and maintaining a well-stocked shop that’s clean and tidy with great windows, as they are the main focal point. “I like nothing more than chatting to customers and seeing them grow over the years to become adults (or kidults), parents, and even grandparents.” His least enjoyable Our move to Toymaster has been task? “By far, it’s putting some of Lthe FSDUs together,” he admits r: O wner N very beneficial over the years sales assistan igel Kemp, with a smile. ts Fa

“

After 25 years...

”

“

JANUARY 2026

”

and Vanessa

y Baldry Herwin

LICENSING SPOTLIGHT THE SCIENCE MUSEUM

Getting playtime down to a science

The Science Museum expands its STEM badge programme with the release of two new licensed ranges this spring in partnership with Tonies and British Fossils

“

Our STEM badge is all about ensuring that products deliver playful science learning in a way that’s meaningful and engaging”

“

The Science Museum is set to make waves in the educational toy sector in 2026 with the expansion of its STEM badge programme, introducing two exciting new licensed product ranges that promise to inspire curiosity and creativity in children. Launching in February 2026, these ranges will join the museum’s growing portfolio of science-themed products designed to make learning fun and accessible. The first new addition comes from Tonies, the innovative screen-free audio entertainment system for children. Tonies will release a new series of Discovery Crew with the Science Museum, designed to engage children in learning and exploration in a way that stimulates their imagination without screens. The Science Museum Pocket Tonies set will feature four captivating themes: Exploring Space, Medicine, Information Age, and Wonderlab. Each

Amy Harbour, Head of Licensing and Commercial Partnerships, the Science Museum

Did you know? The Science Museum’s commitment to learning through play dates back to its first children’s gallery in 1931. Today, that legacy continues with products that tap into sensory play, curiosity, and discovery. 24

story unlocks a world of knowledge, encouraging children to discover scientific concepts in a playful, interactive way. Polly Evans, Content Lead UK at Tonies, says the partnership has been “energising and inspiring”. “Together, we’ve created a new series of Discovery Crew audio adventures that take children from outer space to the depths of the ocean to witness the laying of the first transatlantic communication cable, and even back in time to explore groundbreaking medical discoveries,” Polly says. “The expertise and passion of the Science Museum team have been invaluable as we shaped and rigorously fact-checked each story. We’re incredibly proud of these new Pocket Tonies and excited to help spark our little listeners’ curiosity and engagement with STEM learning.” The second new range is from British Fossils, a company renowned for its expertise in rocks, minerals, and fossils. Its Science Museum collection will include a fossil collecting kit, gemstone collecting kit, mineral collecting kit and a break-your-own geode kit. These products are designed to bring the

wonders of geology into homes, offering hands-on experiences that spark curiosity about the natural world. “We’re delighted to be collaborating with the Science Museum on this range,” said John Cook, Director of British Fossils. “It’s allowed us to take what we do best – rocks, minerals and fossils – and present them in a way that’s fun, educational and easy for retailers to sell. We hope it encourages even more people to discover just how fascinating the natural world can be.” These new ranges build on the success of existing Science Museum STEM badge products, including the science lighting range and the material science range from Funtime, which focuses on fun slime products. Amy Harbour, Head of Licensing and Commercial Partnerships at the Science Museum, said: “Our STEM badge is all about ensuring that products deliver playful science learning in a way that’s meaningful and engaging. These new ranges from Tonies and British Fossils perfectly capture that ethos. They combine fun with education, helping children and families explore science beyond the classroom.” As the Science Museum looks ahead to 2026, these new launches expand the STEM badge portfolio.

17 toysnplaythings.media

SHOW PREVIEW TOY & HOBBY CHINA

Toy & Hobby China returns! Toy & Hobby China, Baby & Stroller China, and Licensing China return this April after a year of growth in 2025, and the launch of the Trendy Toys & Collectibles Zone What: Toy & Hobby China | Where: Shenzhen, China | When: 9-11 April 2026 Toy & Hobby China, Baby & Stroller China, and Licensing China will return to the Shenzhen World Exhibition & Convention Center 9 – 11 April, 2026, bringing together leading brands, global buyers, and industry stakeholders all under one roof. Anticipation for this year’s slate of events is growing, following exceptional attendance in 2025, including a 47 per cent increase in international visitors compared with 2024. Last year, more than 72,000 global buyers visited the events, including a growing number from the UK and mainland Europe. The vast majority, 95 per cent, said they hoped to return in 2026 to discover the latest innovations from more than 2,100 exhibiting brands. “The 2025 editions were a resounding success, with a huge jump in international buyers supplemented with delegations from key markets such as Australia, Germany, India, Japan, the UK, and the US,” said Wilmet Shea, General Manager of Messe Frankfurt (HK) Ltd. “The fairs demonstrated their value as a mustattend platform for global industry players, a platform where industries converge, enabling brands to engage

“

The 2025 editions were a resounding success, with a huge jump in international buyers

”

Wilmet Shea, General Manager, Messe Frankfurt (HK) Ltd

with retailers, e-commerce leaders, and partners from diverse markets. We are excited to expand on this success in 2026.” For the toy industry, Toy & Hobby China introduced the Trendy Toys & Collectibles Zone in 2025, gathering together a fresh and creative selection of trending categories. Funko Far East Limited exhibited in the rebranded zone at last year’s show. Andy Clempson, the company’s Vice President, Sales – Asia Pacific, said: “I think the rebranded fair is absolutely perfect for us, which was another great reason for us to launch here for the first time this year. Promoting our Funko and Loungefly accessory brands, we are attracting buyers. In terms of trendy toys and pop culture, this fair is a great avenue for future development.” The Trendy Toys & Collectibles Zone returns in 2026, giving buyers the opportunity to source products from across blind boxes, collectibles, designer toys, capsule toys, sensory toys, action figures and other trending categories. Alongside the exhibitors in Licensing China, more than 600 original IP are expected to be on show, giving visitors a host of

animated, entertainment, sports and pop culture brands to bring to other markets. Elsewhere, visitors can also explore electronic toys, outdoor and sporting goods, music toys, and educational STEM and STEAM products, meeting the growing consumer demand for purpose-driven products that encourage creativity and diversity. Taking place simultaneously, the Baby & Stroller China oﬀers buyers the opportunity to source new products for infants, including children’s fashion, family essentials, strollers, home living and lifestyle items, and mother and baby care products. Notable highlights include smart cribs with real-time health analytics and biodegradable materials, aligning with the EU’s 2025 sustainability regulations for baby products. Beyond product showcases, the fairs will again host a programme of forums, seminars, business matching programmes, networking events, and VIP tours. The programme will be updated with new topics from across the three interconnected industries, covering key themes such as digitalisation, e-commerce, sustainability, and pop culture in the toy market. Visitors will have the chance to gain practical knowledge and insights into actionable strategies while being informed about pressing industry issues, emerging trends, and future prospects.

shenzhen-international-toy-and-hobby-fair.hk.messefrankfurt.com

JANUARY 2026 Chinese Toy Fair.indd 1

22/12/2025 17:10

2026 preview

“Toy Fair provide providess unmatched visibility” We caught up with Majen Immink, Director of Fairs and Events at the British Toy and Hobby Association to learn what's new for this year’s Toy Fair. Plus she shares how the association supported the industry in 2025, including in the ﬁght against fakes

Toy Fair is the de facto start to the UK toy industry’s year each January. What can we expect from this year’s show?

students will have the chance to hear directly from experienced toy inventors and in-house designers, helping to inspire and encourage the next generation of talent considering a It isn’t career in toy design. just about We’ll see quality and innovation on show at the much anticipated launching Toy Fair’s Hero Toys display, where new products, visitors will have the chance to view a cross section of some of but about the exhibitors’ hottest toys for the establishing year ahead, as selected by an and reinforcing independent panel of retailers. We’ve received hundreds of relationships submissions for Toy Fair 2026 and anticipate plenty of buzz around Majen Immink, winners at the show. Director of Fairs and Events, BTHA How are you evolving the fair this year, particularly in response to visitor and exhibitor feedback?

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The industry can again expect another three packed days dedicated to new ideas, product reveals, trend-spotting and valuable industry networking. More than 250 exhibiting companies including Big Potato Games, Cobi Toys, House of Marbles, Maped Juratoys and many more will be returning alongside new companies showcasing their latest ranges to a wide audience that includes buyers, retailers, licensors, inventors, media and the wider industry. Over 40 ﬁrst-time exhibitors will bring excitement to the show ﬂoor this year, and for those seeking emerging brands with big potential, the Gold Zone returns. We’ll also be re-introducing the Student Design Seminar where university design 26

Toy Fair London Q&A.indd 5

”

We remain focused on listening to both exhibitor and visitor feedback and evolving Toy Fair to better support the industry. This year, that means a sharper focus on quality connections, making it easier for buyers and all other visitors to discover thousands

of brand-new products, for exhibitors to tell their stories, and for meaningful conversations to happen on the show floor. With a fantastic range of exhibitors across the Grand, National and Upper West Halls, preparation is everything, and so in a bid to enhance discoverability, navigation, connectivity and engagement, we have launched a new Toy Fair app. The app has been designed to enable seamless networking opportunities, allowing attendees to connect pre-show and schedule meetings, manage diaries and access up-to-date information about the show. The on-site experience is key and therefore the app includes all information in one place, such as exhibitor profiles, interactive floor plans, exclusive show offers, sponsor details and event schedules. We encourage all visitors to download the app upon registering to make the most of the three-day event.

toysnplaythings.media 22/12/2025 18:16

Dozens of toy companies have exhibited at Toy Fair for decades. Why does the show remain a mustattend for so many years, for so many in the trade? Toy Fair is fortunate to benefit from the loyalty and longevity of exhibitors over the years whilst actively encouraging and supporting new and emerging brands. It isn’t just about launching new products, but about establishing and reinforcing relationships, reading the market in real time and aligning strategies with retail partners face to face. Exhibitors return to Toy Fair time and again because it provides unmatched visibility at the very start of the year, and a key time for buyers and manufacturers to re-connect and consolidate partnerships. For over 70 years, the show has enabled exhibitors to strengthen long-standing partnerships, open new conversations, and gauge the market in person. This combination of commercial and strategic value positions Toy Fair as a proven platform that exhibitors know they can rely on to support their business year after year. Toy Fair is also the springboard for start-ups and newcomers through the Gold Zone – one of the most popular sections for buyers. What can you tell us about this area for 2026? We’re very proud to encourage and support the next big success stories within the industry and we look forward to seeing what this year will bring. Expect to discover rising stars such as Ancory Toys, Buddy and Barney, Alley Cat Games and Squeek, each offering something different for buyers to discover. We’re also delighted to welcome new exhibitors including Bitter Rivals, Gen42 Games, Invisible Typewriter, Jo & Nic’s Crinkly Cloth Books and Little Acorn Games to name a few. Toy Fair draws buyers from across the retail spectrum. How do you ensure they get the most from their time at the show, especially given the mix of buying power and goals? Toy Fair serves a wide and diverse retail audience, so our focus is on helping every buyer to use their time as efficiently and productively as possible. That starts with a diverse show floor that is easy to navigate with a welcoming and supportive environment that encourages discovery and meaningful business connections. This year, the new Toy Fair app enhances that

experience further, showcasing full exhibitor profiles, engagement and meeting planning opportunities and offering live navigation to help visitors move easily between appointments on the show floor. The new show app and digital directories, including guided content via our social channels, help buyers identify relevant exhibitors before they arrive. On site, Toy Fair TV will also help guide both seasoned buyers and newer independents, giving them the highlights they need from the show to enable them to For over absorb as much as they can across the three days. Ultimately, our goal is 70 years, to ensure that every buyer leaves Toy Fair having discovered new products the show and trends, reinforced existing has enabled partnerships and forged valuable new exhibitors to business connections, and gained clarity for the year ahead.

“

strengthen The BTHA’s work extends far beyond long-standing Toy Fair. What is the team most partnerships, proud of from your work open new supporting and advocating for the indsutry in 2025? conversations, BTHA continued its wider work in and gauge 2025 by collaborating with the Play Commission and the Centre for Young the market in Lives to support the launch of their person report, Everything to Play For.

”

The report calls for the introduction Majen Immink, Director of Fairs and of a new national play strategy for Events, BTHA England. To support the launch, the BTHA sponsored a parliamentary event that brought together parliamentarians, sector leaders and key decision-makers to discuss the vital role play has in childhood development. The event was opened by BTHA Director General Roland Earl, who spoke about the importance of play and highlighted that toys are the tools of play, enabling children to bond, learn and develop. The BTHA’s annual Industry Day once again oﬀered members the opportunity to come together to hear updates from the Association, gain insight from guest speakers and connect with peers from across the industry. This year’s programme included a keynote speech from Alastair Campbell, former Director of Communications for the Labour Party and co-host of The Rest is Politics podcast, who shared his perspective on the political world around us. Attendees also heard an update on the retail environment from Ashley Rolls of KPMG, providing valuable context for the industry.

The BTHA is particularly involved in toy safety, including combatting the influx of harmful goods available from third-party sellers on online marketplaces. How are you supporting the UK’s legitimate toy businesses in fighting back against this issue? As part of our work on toy safety, we have been evidencing the high levels of unsafe toys being sold through online marketplaces. The BTHA started investigating in 2018, and results have been reported annually to government, the media, and consumers to raise awareness and to call on the government to make online marketplaces responsible for product safety. Our most recent report found unacceptable levels of unsafe and non-compliant toys are still available, with 90 per cent of the toys purchased from a range of online marketplace third-party sellers failing to meet UK toy safety requirements. There has been some progress with legislative change with the passing of the Product Regulation and Metrology Act, and we will be working with the government throughout 2026 on the details of regulations to ensure a level playing field for all businesses.

JANUARY 2026 Toy Fair London Q&A.indd 6

22/12/2025 18:16

2026 preview

London’s

calling! The UK toy industry returns to Olympia London this month for Toy Fair 2026, bringing thousands of industry professionals together for three days of buying, sourcing, networking and trendspotting What: Toy Fair | Where: Olympia, London | When: 20-22 January | Web: www.toyfair.co.uk Toy Fair returns to Olympia London this month for three days of product launches, buying, trendspotting, awards, and the chance meetings between stands that make the show such a vibrant event. Between 20 and 22 January, the UK’s largest toy, game and hobby industry event will welcome more than 250 exhibitors to the show floor, around 40 of which will be making their debut. It’s this mix of both stalwarts and emerging talent that draws buyers from across the retail spectrum, from national chains to independent specialists, as well as licensing professionals, distributors, designers and play specialists, inventors, media, and influencers. “The atmosphere, energy and sense of anticipation around Toy

JUST PLAY

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It’s one of the most exciting events in the toy industry calendar

”

Simon Prest, Sales Director, Orchard Toys

Fair make it a standout event for the industry,” says Dave Poulter, MD MV Sports. “It provides the ideal platform to showcase new ranges, connect with retail partners in person and build momentum for the year ahead.” Whatever your reason for attending, the lead up to the show brings a palpable energy to the toy industry each January, and a welcome change of pace after the whirlwind that is Christmas. And to miss it, is to miss out. “Toy Fair has such a high attendance, of both retailers and influential media, it ensures people want to be there for fear of missing out (FOMO is a great name for a game - I wonder if we’ll find one on our stand?!),” jokes Mark Jones, Sales Director for University Games and Lagoon. “London Toy Fair is a very important show for us as it gives us the opportunity to showcase not only our new ranges for 2026 but our fantastic existing lines,” he adds. “We are

fortunate that each year the great and the good of the toy industry, whether they be a major retailer or independent shop, kindly give us some of their time and hopefully business!” And with one other unmissable event coming in 2026, The FIFA World Cup, University Games is getting retailers kitted out to make the most of fans’ hype and hope. “Our football licensed category is the fastest growing area of the business, so launching a new range of football licensed Squeeze Poppers and pocket dice games, to join our best-selling licensed 3D Stadiums, Rubik’s Cubes and Subbuteo ranges, will be a great addition to retailers’ shelves.” For Just Play’s UK Country Manager Amy Saunders, the fair “is one of the most important dates in our diary”. “It’s a chance to meet with customers all in one place – both existing and prospective. This exhibition is also our first real opportunity to shout about all the amazing new launches we have planned for the year ahead. It’s these two things combined that I love most about London Toy Fair!” This year is Just Play’s fifth at the show, “and with each year comes bigger and better things”, Amy says. “We’ll be previewing so many incredible toys and brands at the show, with a winning blend of nostalgic favourites and fresh innovations, from a new series of Disney Doorables to cute Winnie the Pooh collectibles, as well as amazing new characters from furReal,” she adds. “Expect plenty more licensed lines for pre-schoolers, too! In fact, our on-stand café will have a Disney Jr theme this year to celebrate the launch of our all-new, show-to-shelf Mickey Mouse Clubhouse range, and the continued success of our Minnie Mouse and SuperKitties ranges.” Though a business show at heart, and chequebooks will be getting a workout (though perhaps this is the last year we’ll use that anachronism), there’s no doubt many in the trade relish the opportunity

KIDANTICS

“sitsToyat Fair the heart of the UK toy industry

”

Sarah Clark, MD, KidAntics

to catch up with old colleagues and make new connections, says Simon Prest, Sales Director at Orchard Toys. “It’s one of the most exciting events in the toy industry calendar! It’s an inspiring space to connect with others shaping the future of play - a real combination of the joy of play and commercial opportunity. Bringing together hundreds of brands and thousands of visitors, the show is a fantastic chance to meet valued retail partners, connect with new faces, and for brands to showcase their new toys and games.” Orchard’s hero launch for 2026 is Troll in a Hole, which will lead its line-up of fun new educational games. “It’s a laugh out loud race to cook up King Troll’s hilariously stinky stew,” says Simon. “It’s a game that retailers can get excited about too, as it’s packed with preschool essentials that will captivate children and appeal to parents and gift buyers.” And if that wasn’t reason enough to visit the stand, Simon says Bluey and Bingo will be popping by the stand to say hello and help bring the company’s Bluey licensed lines to life. Lee Crocker, Country Manager UK and Ireland at Cobi Toys, agrees: “It is the people that make the show. If we do not have customers coming to the show then it is not worth us attending. As it is an event for the trade then customers should come along for at least a day to see what is new and network (even though I dislike that word).”

Majen’s top tips for newcomers Our most helpful advice for first-time visitors is to plan ahead, whilst also leaving room for discovery. Toy Fair has a lot to offer and may feel vast if it’s your first time, so using the digital tools available and exhibitor lists and floor plans in advance will help you focus on the areas and meetings that matter most. For those exhibiting for the first time, preparation is key. Be clear about your objectives before you arrive and make sure your stand, messaging and team are aligned to those goals. Use the pre-show tools to promote your stand location and book meetings in advance, but also be ready to engage with visitors who discover you on the show floor. Ensure staff are confident and welcoming, and have followup plans in place for after the show. Most importantly, take time to build relationships Cobi Toys will be launching 50 new products in the first quarter, including four new car licenses, an armada of ships and submarines, plus key military vehicles, both land and air. “I can’t reveal too much at the moment, but flip through and see our advert in this issue of Toys n Playthings and that should highlight a few. To see all the new items, pop along to the stand to see them first-hand.” For Rainbow Designs – and the vast majority of exhibitors, Toy Fair “sets the tone for the year ahead,” says Sales and Brand Director Zara Grindrod. “It’s hugely important. Getting the year off to a strong and positive start sets the pace for everything that follows, and Toy Fair provides the perfect platform to do just that. We have a number of exciting new licences and product launches arriving throughout year, and the event allows us to showcase our entire 2026 collection to retailers, press and content creators in one setting. With all the major players under one roof, it has a uniquely busy,

ORCHARD TOYS

JANUARY 2026

2026 preview BLADEZ TOYZ high-energy atmosphere and a fantastic vibe that really reflects the strength and creativity of the toy industry.” This is a special Toy Fair for the Rainbow Designs team, who will be marking the company’s 55th anniversary, alongside the birthdays of some of its best-selling brands, including 160 years of Beatrix Potter, the centenary of Winnie the and cement Pooh, 55 years of Mr. Men ourselves as a Little Miss and 25 years of key brand within the Harry Potter Wizarding World. retail landscape. “On top of that, we’re “Retailers coming here incredibly excited to be launching who don’t have the opportunity several new licensed ranges, including to visit us elsewhere get to really Pembe the Pink Cat, Disney Dumbo and Care feel the life and soul of both Connetix and My Bears Baby,” Zara adds. Creative Box,” he adds. “They get hands-on Juratoys is likewise celebrating with a experience playing with product, testing the special party marking a brand milestone, capabilities, and they get additional time with alongside its biggest ever offering. their account management team enabling a “Our stand will celebrate both deep dive into the year ahead and key tradition and innovation,” says opportunities for working together.” Michelle Probert KidAntics is exhibiting with its own Sales and Marketing stand for the first time, and promises Manager, Juratoys. “We will its “biggest launch year to date”. celebrate the 15th anniversary “This is such a huge milestone for for the Janod Confetti wooden us and the fair is the perfect place music collection. We have to introduce our new brands and brand-new, super cute and soft ranges, and secure important listings,” collection of Kaloo nursery toys says Sarah Clark, Managing Director. featuring warm, expressive “Toy Fair sits at the heart of the UK designs and eco-friendly toy industry. It brings suppliers and London Toy retailers together on home ground, fabrics. Plus, we will be showing our wonderful collection of offering access to innovation and Fair has so Lilliputiens best sellers. much legacy. new products that benefit all retailers, “London Toy Fair is hugely from major multiples to independent For the UK important for us,” she adds. “It specialists. It is such a great space to brings together every corner of meet with retailers and build market it’s a the industry. For UK companies, personal relationships for long leading space term success.” it’s accessible, well-organised and business-focused, and it has to reconnect KidAntics has two big a uniquely friendly atmosphere. launches for the year in the after a It’s where relationships are built, form of Potion Pets, new mammoth Q4 collectible sensory reveal emerging trends are spotted and the personality of the UK toy Glenn Harrison, experience, and One Love, a sector really shines.” Head of Global Sales, plush collection made entirely But it’s not just homegrown from recycled fabrics. Connetix talent at the show. Toy Fair is the “Retailers visiting the stand ultimate venue for international will get first access to Potion brands to make their debut and strengthen Pets and hands on samples of One Love, plus their ties with UK retailers. For Australia-based launch details, POS options and show only Connetix, Toy Fair is vital, says Glenn Harrison, offers,” Sarah adds. the company’s Head of Global Sales. With just weeks to go until Toy Fair opens “London Toy Fair has so much legacy. For the its doors, now is the time to plan your trip and UK market it’s a leading space to reconnect secure your final meetings. Read on for our after a mammoth Q4, and to look ahead at in-depth guide to this year’s exhibitors – and what’s to come. As the profile of Connetix in the be sure to flag the Toys n Playthings team UK continues to grow, it’s a key moment for us down if you see us at the show, or drop by the to showcase to retailers our latest innovations unmissable Toys n Playthings stand, E1.

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Awards night The 2025 Toy Industry Awards will be presented by the BTHA and TRA on Tuesday 20 January, the opening night of Toy Fair 2026, at the nearby Hilton Olympia. With drinks, canapes and networking at 6:15pm, followed by a ceremony recognising the best toys and retailers of the past year, it’s a fantastic way to kick-off the show in style. Tickets to the event are limited due to venue capacity and will initially be reserved for award finalists. Additional tickets may be available for purchase on a first-come, first-served basis.

”

250+

The number of exhibitors at Toy Fair 2026, 40 of which are new to the show toysnplaythings.media

2026 preview Toy Fair spotlight:

The Gold Zone Among the household brands and industry stalwarts on the Toy Fair show floor are the newcomers and emerging brands, which visitors can find in the Gold Zone. Here are just a few of the new and returning start-ups and nimble outfits exhibiting in 2026 Toy Fair’s section of newcomers and upand-coming brands and innovators is one of the most exciting parts of the show floor. The fair has been championing emerging brands and fresh talent for more than 20 years, originally as part of the Greenhouse area, now the Gold Zone, which attracts buyers from across the retail spectrum, each seeking hidden gems and the chance to meet with minds behind them.

“Some of the greatest value at Toy Fair comes from soaking up the surprises, whether that’s stumbling across a new brand in the Gold Zone or having an unexpected conversation on the show floor,” says Majen Immink, Director of Fairs and Events at the British Toy and Hobby Association. “The Gold Zone continues to be a vital launchpad for startups, first-time exhibitors

Gen42

Games

and emerging brands. The area has been designed to make discovery easier than ever, bringing together emerging brands, inventors and brand new innovations in a curated space that encourages exploration and conversation. Several companies have launched their businesses from a small concept and then gone on to expand and showcase their ranges on larger stands on the show floor.”

STAND

GZ8

www.gen42.com

Alley Cat

STAND

GZ19

Games www.alleycatgames.com

: st independent Alley Cat Games is one of the large variety of wide a UK board game publishers, with k pickquic from ner, ban different games under its fun ily fam to ugh thro es, gam y up-and-play part ts. The byis hob rt expe for es rienc expe games and for five years, will team, having attended the show to try their bestyone ever be on hand encouraging y are also The es. ecub Barb e selling, viral hit gam ary in 2026. vers anni 10th r’s lishe pub the celebrating

Gen42 Games is no stranger to Toy Fair, having attended the show off and on for about 13 years. The company delivers standout tabletop experiences with bold design and enduring strategic depth. Best known for the award-winning game Hive, which is marking its 25th anniversary, the studio consistently blends elegant mechanics with broad market appeal. Retailers trust Gen42 for high-quality components, strong brand recognition, and reliable customer demand across family, hobby, and educational segments www.thepods.co.uk worldwide.

Meet the Pods

STAND

GZ14

The Pods are a vibrant, character-led brand that celebrates inclusivity through social stories, parent/ carer guides, toys, games, and animated content. Every product is designed with SEND needs at its heart, yet universally engaging and accessible, empowering all children to feel seen, understood, and valued. This year is the second year Meet The Pods is exhibiting at Toy Fair, where it will be launching a range of brand-new sensory toys.

toysnplaythings.media

Buddy and Barney Ltd

www.buddyandbarney.co.uk

STAND

GZ1

an independent, familyBath-based Buddy and Barney is pany, returning after a run toy brand and publishing com y n part of the toy industry for man bee successful debut in 2025. It has high ting crea for sharing a passion years – 10 years in 2026, in fact – books. Its award-winning product lty nove fun and quality bath toys on, nal reads for intellectual stimulati range also extends into educatio . tivity crea ing and craft products, encourag ionate about sustainability, and The Buddy and Barney team is pass aging choices have upon the is very conscious of the impact pack g company has redesigned packagin environment. Where possible, the of ses been one of its key focu to be entirely plastic-free. This has g to improve and reduce its vatin inno and s, the past several year key goal for the future. environmental impact remains a

Jo & Nic's Crinkly Cloth Books

STAND

GZ7

www.joandnicscrinkly.com Jo & Nic create Nursery Times, a range of cloth books for babies. Suitable for babies aged from three months to three years, each cloth book is uniquely designed to look like a little newspaper with rhyming text and brightly illustrated crinkly, sensory pages. The first 10 titles launched in 2018, and there are now has more than 90 titles to choose from, including animal themes, colours and rainbows, the alphabet, music and arts, sea life, fruit and veg, sports and many more. The team, which was awarded the Junior Design Awards 2025 Gold for Best Baby Book 0-2 years, is attending its first Toy Fair this year.

STAND

Ancory LITTLE ACORN GAMES www.littleacorngames.co.uk Little Acorn Games is an award-winning UK board STAND games company creating GZ17 multi-level, eco-friendly games for families. Founded in 2019 from a kitchen-table idea, the company now offers a growing range including Funny Fairies, PJ Pirates, Football Final and Mermaid Party, each designed to inspire fun, creativity and connection. The company is making its first appearance at Toy Fair this year.

GZ2

Ancory develops high-impact toy ranges built around top global licenses and original concepts, delivering strong sellthrough and standout shelf presence. From collectible figures to creative playsets and seasonal hits, every product is designed for retail success, quality, and consumer excitement across both mass and specialist channels. The comp any works with leading brands, including Hot Wheels, Barbi e, Transformers, LOL Surprise, and many more.

www.ancory.co.uk

Invisible Typewriter

A boutique board game publisher, Invisible Typewriter creates party games and escape room adventures for families that blend tabletop and STAND digital game elements. GZ11 Its first board game You Know It! became a viral hit on crowdfunding platform Kickstarter, raising over £60,000 – 1000% of its funding goal. Its third game The Roman Rivalry launches later this year.

www.invisibletypewriter.fun

JANUARY 2026

2026 preview

d Downloa Toy the NEW Fair app

her ct with ot e n n o c to le s, schedu attendee re , explo meetings d profile an exhibitor xclusive uncover e rs show offe

8th wonder ltd

E21

A.B.Gee of Ripley

B40

Alley Cat Games

GZ19

Alpha Toys Ltd

ANCORY TOYS

GZ2

Asmodee UK

N12

Aurora World

D35

Baby Republic

Bandai

N17

Basic Fun

N15

Battat

Big Potato Games

D21

Big Sky Games

N20

Bigjigs Toys Ltd

G30/G40

Bitter RIvals

GZ4

Bladez Toyz

E35

Bliss Distribution BOLDCUBE

E100

Upper Level 192

Brainstorm Ltd

E79

BTHA Exhibiting Members’ Lounge Upper Level 205 BTL Diffusion UK Ltd Buddy and Barney Ltd Buki France

E46 GZ1

Upper Level 184

Canal Toys

E69

Carat Shop

Upper Level 160

Carrera Revell

Upper Level 100

Cartamundi UK Ltd

F70

Casdon Ltd

E30

Character Options

N16

Cheatwell Games

E20

Circana (UK) Limited Upper Level 146 Clarendon Games

UN60

Clementoni UK Ltd

N14

Click

N19

COBI

N21

Coiledspring Games

N10

COLLECT AND DISPLAY

UN43

CONNETIX & My Creative Box UN68 CORE Action Sports Upper Level 220 Craft Buddy Limited Craze Cryptic Killers 34

E2 UN75

Upper Level 157

Toy Fair 2026

Exhibitors Curious Universe D38 Daler-Rowney Upper Level 200 dantoy UN48 Djeco Upper Level 102 DKB Toys and Distribution Upper Level 128 Dolu B100 Eastar Game Manufacturing UN55 ED.UK.8 Worldwide Ltd. F1 Educating AMY Ltd UN30 Edx Education UK B36 Epoch Making Toys N7 ETERNITY GOAL LIMITED Upper Level 190 EXG Pro N5 Fanatics Collectibles F30 Fanattik UN39 Fancy Packaging and Toys GZ3 FKA Brands Ltd - Motordayz RC UN36 FROG HALL GAMES B41 Funko N3 Funrise F90 Galt (part of the Jumbo Group) E9 GB Posters & Merchandise UN57 Gen42 Games GZ8 Getretro.co.uk D10 Gibsons Games E15 Gleeworld Ltd. Upper Level 185 GP UK E39 Grand Hall Lounge G10 Hachette Upper Level 123 Halilit E16 heo B85 Hooga Playroom GZ12 House of Marbles G50 HUFFY F16 Hunter Price International Ltd Upper Level 110 IGLOO Upper Level 140 Insect Lore G20 Invisible Typewriter GZ11 Jazwares N8 Jiangsu Runshi Light & Textile Industry Group Co., Ltd. GZ20

Jo & Nic’s Crinkly Cloth Books GZ7

OOLY

GZ6

ORCHARD TOYS

E10

John Adams Leisure Limited N6

Paper Engine

John Leisure Ltd

F65

Paper Projects Ltd.

Jumpa Limited

H50

Just Play

B90

Pavilion Distribution Ltd Upper Level 147

KAP TOYS

UN66

Peers Hardy

Kassa Products / Purple Peach Stickers UN82

Peg Perego

Upper Level 122

pilsan toys

Upper Level 162

Keel Toys

F10

Playmobil UK

Upper Level 206

Kenji UK Ltd

Upper Level 195 B75

UN76

UN59

Plum Play

G15

Khadou

F22

Plus-Plus

B19

KidAntics Limited

D25

Posh Paws International

B60

Kids in Mind

Upper Level 202

Konami Digital Entertainment B.V. UN51

Precise TV Lounge Upper Level 130

KTL

B80

Press Office & Toy Fair’s Hero Toys Lounge UN80

Lake Press

GZ15

Professor Puzzle Ltd

B26

Lanka Kade (UK) Ltd

F41

Progressive Preschool

B39

Le Toy Van

F36

Puremind

E14

Learning Resources

D30

Puzzle Post

B24

Left-Field toys

E68

Quarto

lexibook

E95

UN49

Lip Smacker

UN84

Rachel Lowe Games & Puzzles Upper Level 142

Little Acorn Games

GZ17

RAINBOW DESIGNS LTD

B21

littleCONCEPTS

B44

RAINBOW DESIGNS LTD

B25

Magicbox

E45

Ralbru

UN44

Make Time 2 Play Lounge UN50

Ravensburger LTD

N13

Maped Juratoys

Reydon Sports PLC

UN78

Marvin’s Magic & Marvin’s Distribution

Robbie Toys Limited

UN70

G60

Max and Ivy

GZ18

Rubies Masquerade/Smiffys N25

MCHUGS

G65

Sales Sprint Global

Meet The Pods

GZ14

SES CREATIVE

UN47 E22

Mighty Jaxx

Upper Level 126

Simba Smoby UK

B50

Mojo Fun

Upper Level 141

SINCO TOYS LTD

UW70

Mojo Nation

B38

momo-toko

UN54

Skillmatics

Upper Level 152

SLIME PARTY UK

Mookie Toys

F75

Sluban UK & Ireland

MV Sports & Leisure

E75

UN45 G8

SMART

F42

N Smith Packaging & Display Upper Level 156

Smart Zone Limited

F25

Speks

NDA Toys

Spin Master Toys

UW50

SQUEEK

GZ21

STAR-IMAGES

E40

Storytime Media Café

Upper Level 120

Nice Group

G12

Noxxiez UK

Upper Level 155

One For Fun

E49

toysnplaythings.media

Storytime Media Lounge N18 Strong Point Games UN58 SuperAwesome Lounge Upper Level 180 SUPREME EVA IND. BHD. UN52 SURREAL ENTERTAINMENT LLC UN31 Sussed Games H40 Target Darts Upper Level 218 TEKNOFUN F66 Teleview Marketing Ltd H36 Thames and Kosmos F15 The Generation Media Café E113 The LEGO Group UW10/20/30 The Mystery Agency Upper Level 158 The Noble Collection Upper Level 175 The Puppet Company & Wilberry Toys H46 The Source Wholesale Upper Level 143 the toy project GZ10 THE TOYMASTER MEMBERS LOUNGE Dark Room Thumbs Up! H52 TKC Sales Ltd E90 tokidoki G93 tonies F50 TOPBRIGHT Toys UN37 Toy Connect GZ5 Toy Trust LoungeUpper Level 161 Toy World B23 Toymaster Upper Level 149 Toys ‘n’ Playthings E1 Toytopic G94 Trends UK E66 Ty Upper Level 119 University Games E50 Upper West Hall Lounge UW60 Vivid Goliath B70 VR Distribution (UK) Ltd E47 VTech/LeapFrog N9 Whiz Kid Games Upper Level 188 Wigston Global UN35 Wild Card Games B37 Wild Republic Europe APS UN53 Wilton Bradley E89/ E98 WIND DESIGNS LTD D11 Winning Moves F40 WobbleWorks H42 Worgan Games B43 Xplore Brands Upper Level 105 Yancheng Vast Arts & Crafts Co., Ltd GZ16 Zatu Games UN42 Zimpli Kids B42 Zvezdar G90

JANUARY 2026

2026 preview

Character

magnetism STAND

N16

Character Options’ London Toy Fair stand will be packed with fun new collectibles, pre-school ranges, arts and craft lines, plushies and so much more, making it a top destination for all buyers and retailers attending the show

CHARACTER OPTIONS 0161 633 9800 sales@charactergroup.plc.uk www.character-online.com

“

Character Options’ 2026 A top destination for all buyers and retailers attending the show, visitors portfolio will to the Character stand can expect be supported major extensions for the internationally popular toy and lifestyle brand Kimmon. with Known for its bold character designs, substantial trend-led aesthetic and collectible appeal, Kimmon’s fusion of toy, fashion PR and and pop culture has captured the marketing imaginations of Gen Z consumers and collectors worldwide. Since launching campaigns in the UK last season, the blind-boxed plushies, bag clips and accessories have delivered high-volume sales, with the

”

The Character Group … Is the manufacturer of household brands such as Heroes of Goo Jit Zu, Simbrix, ChillFactor, Doctor Who, Stuntman Stu, Teletubbies and Ben and Holly 36

brand’s success set to continue thanks to major investment in developing the line. Coming through for AW26 is a plethora of eye-catching new formats and themes, including the Kimmon OOTD (outfit of the day) fashion trend assortment. Each poseable, animestyle plush doll in this collection wears its “outfit of the day”. The theme is inspired by the socialborn OOTD trend whereby fashionistas showcase their personal style to their followers. In this assortment, fans can discover six regular characters and one special, rare design – all with their own ID card. Plus, another whimsical theme is on its way, with the Kimmon Dream Maker series. Collectors and fans can use the

toysnplaythings.media

metal keychain to attach their six-inch winged mystery plush to backpacks, handbags, keys and more. Design it, make it, gift it with the Giftie Badge Maker. This DIY badge making kit comes with 50 badges for children to easily create their very own badge designs. Choose favourite pictures to make badges or design personalised ones for added creativity. Simply draw or print the badge designs, press to make them, then wear or gift the finished badges. This super-fun and affordable badge maker kit allows kids to create highly giftable and personalised badges for their besties. There are so many ways to use these badge creations – they make versatile fashion accessories for clothing and bags; pin

them to the front of cards and so much more. The item launches with the Giftie Badge Maker App that will allow users to source and download supercool design templates. It will also allow creators to upload their own photographs to design and print bespoke picture badges. Say hello to MagMiMi, the cutest mystery collectible plush toys that are tiny, adorable, and totally magnetic. Each palm-sized pal features a soft, cuddly body, a stylised roto-cast head, built-in magnets in every limb and premium metal keychain attachment. Place them on a finger, stick them to the fridge, clip them to backpacks, or link them together for an irresistibly cute plush parade. Each MagMiMi

JANUARY 2026

comes in its own custom metal display tin; perfect for posing, storing, or showing off growing MagMiMi collections. There are nine to collect in the first series, including special characters. Among the exotic animals waiting to be discovered are axolotls, sugar gliders, sloths, pandas and more. Each character features highly detailed kawaii styling, tapping into current style and fashion trends. Characters’ pre-school offering goes from strength to strength, with the addition of Talking Tom & Friends. The well-established Talking Tom brand already has a huge UK fanbase, with more than 250 million mobile game downloads in the UK, and the new show Talking Tom Heroes: Suddenly Super recently launched on Cbeebies. The collection will deliver show to shelf appeal, with Talk Back Plush Toys based on the four lead animal heroes from the series, as well as classic 10-inch Plush Toys. In addition, there are action figures, and figure and vehicle sets. Unmissable in the lineup are the articulated, seven-inch Feature Action Figures that have mechanical functions to represent their superpowers. Talking Tom has his flying fist bump, symbolic of his super strength. Talking Angela has her glider wings for super speed, whilst Talking Hank has his hand-held Idea Launcher gadget. The future looks bright for Character, with the arrival of LamaTama – the voice-activated fortune tellers. These tiny oracles have questionable psychic abilities and take zero accountability for their predications… but they’re about to make those small decisions in life that little bit easier. This collection of pocket-sized gurus will aid in moments of decision paralysis. Can’t decide whether to have pizza for lunch? Ask LamaTama. Want to know whether you’re destined for fame? Ask LamaTama. No matter the ‘Yes’ or ‘No’ query, LamaTama will give you an answer. Inspired by trends from across youth culture, digital behaviour and nostalgia cycles – including a Gen Alpha revival of retro formats like Magic 8 Ball – LamaTama is ideal for kids leaning into ‘magical thinking’ to help make choices. Character Options’ 2026 portfolio will be supported with substantial PR and marketing campaigns.

In other exciting news... Character Options is to distribute Bonkers Toys’ master toy line for YouTube gaming star PrestonPlayz. The PrestonPlayz YouTube channels have accumulated tens of millions of subscribers and over 20 billion views. The toy range, featuring a collection of plush, figures and role play items transforms the on-screen adventures into something that viewers can hold, with each toy inspired by the online content. Key lines include the Mini Mystery Figures and six-inch Mystery Plush – each assortment features iconic characters to collect from the PrestonPlayz Universe. The Stretch & Smash Preston encourages fans to stretch and smash their own PrestonPlayz character which will always revert back to its original format. There’s even the PlebSlayer Sword that will be instantly recognisable to those that watch his channel. This 16-inch role play item lights-up and let’s viewers bring alive on-screen gaming battles.

2026 preview MV is proud to provide all of the UK’s leading retailers with the best outdoor products, providing years of entertainment for children

Wheely

hot fun STAND

E75

MV SPORTS & LEISURE 0121 748 8000 | info@mvsports.com | www.mvsports.com and seat heights Hot Wheels is one of the most exciting Adding even more energy to and soft-moulded and dynamic launches in our portfolio. the collection is the Hot Wheels grips work together to Synonymous with speed, action and Revver Inline Scooter. Featuring deliver comfort and stability imagination, Hot Wheels continues to a fully printed stem wrap with for riders aged 2 years and over. ignite children’s passion for racing across bold flame graphics, this scooter Completing the collection is the the globe. Now, MV delivers dynamic play with Hot Wheels Safety Helmet. Featuring is bringing that same motion-activated light-up wheels colourful flame decals inspired by iconic adrenaline-charged spirit and a handlebar revver that Hot Wheels designs, this helmet pairs style into the world of wheeled adds instant fun. A strong steel with essential protection. The lightweight toys, giving retailers an frame, anti-slip footplate and punctureEPS inner, ventilated shell, adjustable size unmissable opportunity proof tyres ensure durability, while its dial, removable pads and secure chin to tap into one of the most lightweight design makes it a practical strap ensure a comfortable and reliable fit iconic names in play. Bursting everyday choice for adventurous riders. for head sizes 48 to 52 cm. It is the perfect with energy, bold graphics For younger children learning the safety companion for bikes, scooters and and the unmistakable flame fundamentals of balance, the Hot balance bikes across the Hot Wheels range. logo, the new Hot Wheels Wheels Balance Bike with Light-Up With its combination of trusted MV line-up is engineered to fuel Wheels offers the perfect starting point. build quality and the global appeal of the back-garden races, driveway Multi-coloured motion-activated LEDs Hot Wheels brand, this refreshed line-up adventures and park-side play illuminate the wheels as children glide is set to generate strong interest both while transforming everyday along, creating an eye-catching visual in-store and online. Retailers can expect spaces into thrilling racetracks. effect that boosts excitement and standout visuals, high consumer demand Leading the range is the visibility. The steel frame, and products that deliver on excitement, Hot Wheels My First Revver puncture-proof EVA durability and value. Hot Wheels has always Bike, created for young riders tyres, adjustable been about more than cars; it is about who are ready to power into handlebar inspiring imagination, confidence and action. With striking graphics, adventure, and it is now bringing that same a durable steel frame, thrill to wheeled toys like never before. removable stabilisers and soft-touch handlebar grips, this bike offers confidence, comfort and stability. The integrated handlebar revver adds MV Sports & Leisure is the biggest licence holder in the UK for wheeled toys and an exciting interactive outdoor play covering all of the brands that children love and enjoy. Whether it’s element that brings the Hot Wheels experience to life and keeps children scooters, bikes, slides or football goals, MV has hundreds of products to suit every engaged on every ride. budget and every need.

“

Hot Wheels has always been about more than cars; it is about inspiring imagination, confidence and adventure

Licensing Fact

”

toysnplaythings.media

COME & SEE USS AT: ATT:

Hall 4, Stand J25 Cardgains Stand: Hall 3A stand M10/M11

Stand B21 & B25 Stan

Hall 1, Stand A28

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DISNEY MICKEY MOUSE Oh Toodles! Feature Plush

20+

2026 Year of the Mouse! PHRASES!

DISNEY MINNIE MOUSE 6” FABULOUS FASHION DOLL

All-New Episodes Now Streaming on Disney+ & on the relaunched Disney Jr UK channel on Sky!

Oh Toodles! Feature Plush

Visit stand B90 at London Toy Fair to see the full range. To find out more, please contact uksales@justplayproducts.com

2026 preview

Three exciting

new brands

STAND

Battat, a family-owned business, established in 1897, likes to make kids happy. Thinking outside the toy box is what makes it stand out

MAISON BATTAT INC +1 514 244 3205 sales@battatco.com www.battatco.com Maison Battat Inc is the trusted name behind beloved brands such as Our Generation Dolls, Battat, B. toys, and Lullababy. It has launched three new brands across the US, UK, European, Australian and New Zealand markets. This marks a significant milestone for the company, as it ventures into the rapidly growing kidult segment. With a legacy of creating highquality, imaginative toys that span early childhood to pre-teen years, Maison Battat is now broadening its reach to appeal to older kids, collectors, hobbyists, and adults who embrace play and creativity as lifelong pursuits. The three brands debuting this season, Arkitec, Mr. Pa, and Laura Girl, reflect a thoughtful response to evolving consumer demands, particularly the rising appetite for collectibles, DIY experiences, and expressive lifestyle products.

Arkitec – where architecture meets imagination Leading the trio is Arkitec, a Maison Battat original. This 3D wooden buildable line combines construction, problem-solving, and artistic design into one satisfying hobby experience. From iconic landmarks and urban cityscapes to lifestyle scenes with fine detailing and lights and movement features, Arkitec builds are as enjoyable to create as they are to display. Targeting a broad audience, from families to kidults, travellers, and serious hobbyists, Arkitec offers a tactile, screenfree activity that doubles as stylish décor. As the manufacturer of the Arkitec line, Maison Battat brings its hallmark quality and thoughtful design to every piece.

Mr. Pa & Laura Girl – lovable collectibles Maison Battat also brings two proven Asian collectible sensations through an exclusive distribution partnership with Toy City. Mr. Pa is a loveable panda character brought to life through a range of items including figurines, plush keychains, and coin purses. Laura Girl is a dreamy clown-inspired character line designed in the popular kawaii aesthetic. Laura’s collection includes PVC outfits, plush items, located in Montreal. An affiliate office is situated in earphone carriers, and Hong Kong, and the products are made with love in even cake toppers, China. As for the toys, you can find them in playrooms making it a perfect fit for in over 70 countries around the world. fans of character-driven lifestyle collectibles.

“

With playful charm and expressive

Inspired appeal, both brands are perfect for kids, and collectors alike. These items by our own kidults, blur the line between toy and lifestyle families and accessory, speaking to today’s consumer interest in products that offer both fun the world and self-expression. around us, See the Brands in Action we provide With the introduction of Arkitec, Mr. and Laura Girl, Maison Battat is not toys for all Pa, only expanding its age demographic but also reinforcing its position as a ages and versatile and forward-thinking player all playin the global toy industry. As Battat says: “Inspired by our own patterns families and the world around us, we

”

provide toys for all ages and all playpatterns, from baby to preschool, to dolls, trucks, figurines, collectibles, educational toys and so much more.”

Battat’s main operations are...

toysnplaythings.media

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STAND

G30 & G40

Compelling

childhood experiences Following on from its 2025 birthday year celebrating 40 years of play, BIgjigs is set to arrive at Toy Fair 2026 with an even wider range of fun and inspiring toys and creativity

BIGJIGS TOYS 01303 212691 | sales@bigjigstoys.co.uk | www.bigjigstoys.co.uk At Toy Fair 2026, Bigjigs Toys is proud to present a selection of innovative products designed to engage young minds while delivering on our promise of creating perfect playrooms for children. Our latest range demonstrates the brand’s continued commitment to exceptional quality, educational value, and imaginative play, offering products that resonate with both children and their caregivers. From cosmic railway adventures to pretend play food, our 2026 collection promises childhood experiences that are compellng and essential for early development. We’re particularly excited to announce the launch of a new addition to our Bigjigs Rail Range, the Space Train Set. As one of our most imaginative rail sets so far, it provides a galactic twist to the traditional wooden railway track. Designed for children aged three and above, the set features a planet-roving train engine with two carriages, three astronaut figures, a space station to observe the stars and an array of card planets, rockets and tunnels to set the scene. Beyond

imaginative play, the set promotes fine motor development, spatial reasoning, and problem-solving skills, aligning with STEM-focused education. While we continue to expand our Rail collections, we’re also growing our wooden play food range. The standout for 2026, the Chocolate Pot For Two, serves up a feast of imaginative cooking and role play. Including a beautifully crafted wooden pot and stand, children can pretend to warm up their melting chocolate with the fire piece and dip delicious fruit into the mix with the two velcro sticks. Featuring two plates, the set helps kids learn to share and develop their social skills as they play with others. Suitable for children from 18 months old, the Chocolate Pot for Two is crafted with FSC Certified wood, making it the perfect eco-friendly gift for a first birthday. For babies and toddlers, our Simply Scandi Range continues to provide toys that encourage early development and open-ended play. 2026 welcomes our Soft Sorting Blocks, a set of nine beautifully coloured wooden blocks encased in a safe silicone material for sensory stimulation. Each block face offers something to Bigjigs Toys is a family-run toy explore: numbers to promote early company based in the UK, designing maths, and dots, shapes, and and distributing high-quality, patterns to name and recognise. Durable and versatile, children sustainable wooden toys and can stack, sort, count, and explore engaging educational products for tactile elements, supporting early children across the globe. learning through hands-on play.

Family business

“

Tiger Tribe’s Super Clay allows children to sculpt colourful creations with minimal mess

”

From our distribution ranges, we are showcasing sensational new Needoh toys and creative sets from Tiger Tribe. We’re especially delighted to add the NeeDoh Jelly Hops to our selection. These squishable bunnies provide more sensory excitement than your average fidget toy. Filled with a glittery gel material, the Jelly Hops come in three colour varieties and are bursting with sweet scents of strawberry, banana and blue raspberry for olfactory stimulation. Collectable and fun, they’re ideal for stocking fillers and keeping children calm and engaged. In terms of our Tiger Tribe offerings, creative play remains at the forefront. Tiger Tribe’s Super Clay allows children to sculpt colourful creations with minimal mess. These air-drying clay sets are available in six themes: Sunrise, Sunset, Twilight, Ocean, Jungle, and Moonrise, and include clear visual guides to create two playful characters. Supporting creativity, problem-solving, and fine motor skills, Super Clay taps into the growing demand for arts, crafts, and STEAM toys. Its air-drying convenience encourages repeated play and display,

toysnplaythings.media

2026 preview

Always exceeding

expectations

STAND

F15

After a series of strong sales across a few brands in the Thames and Kosmos portfolio it’s an exciting year ahead with several new arrivals and extensions

THAMES & KOSMOS

01580 713000 | sales@thamesandkosmos.co.uk | www.thamesandkosmos.co.uk Thames & Kosmos’ popular Exit series continues to exceed expectations, and the latest arrival has big boots to fill but The Circus Mystery is ready for that challenge. The story in play surrounds a series of professional break-ins into wealthy homes. The police have put together an undercover investigation team to get uncover the culprits. This team consists of the best of the best, that of course includes you. Discovering that in every city where a break-in takes place the Circus Spettacolo happened to be performing at the same time. Coincidence or connection? To find out, you make your way to the circus, it’s the final performance of this season and the last performance under the direction of circus director Harlo Windfield. During the performance, you’ll investigate without

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With every gear, sphere, and zodiac sign you assemble, you will be one step closer to finishing this masterpiece

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Fact Thames & Kosmos also offers high quality science kits enabling parents and children alike to dive into the world of STEM in a fun and engaging way 46

being unobserved. Inspect those circus wagons discreetly to look for clues and evidence and solve the case. What about the kids and their desire to sleuth? That is that covered with another addition to the Exit the Game Kids ranges with this – The Great BeeScape. A child-friendly game, perfect to get started in the Exit world aimed at players 5+ and containing six types of riddles, each with six-rounds to be played. Solve riddles and find codes to advance, solve all 36 unique riddles to complete the game. Sounds simple, it should be, but totally achievable from the junior solvers. The game can be played multiple times, each round offering a new gaming experience and is entirely visual with no text. It remains as clever in its mechanics as those aimed at an older audience but the end game totally achievable by kids. The arrival of the Spy Labs HighTech Handcuffs is an exciting addition to the popular Thames and Kosmos IP. These toy handcuffs can be “locked” around someone’s wrists and if they’re opened when locked an alarm will

sound. There’s plenty of imagination at play here and the technology inside offers plenty points of difference from anything similar out there. From Devir we’ll be showing their new game Orloj, in this game it is all about collecting harmony points as you play. The Orloj is an ancient Astronomical Clock marking the passage of time with its intricate mechanism and enigmatic figures – a marvel of medieval technology. You play the role of a master builder competing to leave your mark on history by adding the legendary and majestic calendar to the ancient Orloj. Precision, balance, and knowledge of the cosmos will be the keys to completing this complex task. With every gear, sphere, and zodiac sign you assemble, you will be one step closer to finishing this masterpiece that will mark time in the city for generations. Each turn, players will place workers on the clock's dial to gain resources and perform actions with the goal of building the Orloj calendar. You’ll hire assistants, during the game, players will construct the apostles' carillon and develop their knowledge across three tracks.

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2026 preview

Just Play’s 2026 offering promises families a year of fun and endless play, with fresh innovations across a wealth of categories including preschool, collectibles and plush

A bloomin’

great showcase JUST PLAY 0800 102 6885 uksales@justplayproducts.com www.justplayproducts.com Just Play remains a front-runner in the collectibles category, with a portfolio of brands that appeal to all types of fans and collectors. Disney Doorables is an evergreen performer that is set to go from strength to strength in the year ahead, with new themes, characters, and surprise-packed sets to unveil. In Full Bloom is the latest series to take root in this world of whimsical miniatures and it’s the perfect theme for a springtime launch. This season comes wrapped up in an enchantingly unique, collectible format, inviting fans to “dig” through

Stand

B90

gardenscape doors to reveal a new series of Disney Doorables figures. Each character has beautiful botanical styling Disney that draws on current trends in fashion and interior design, Stitch making them ideal display remains a pieces. powerhouse AA Milne’s Winnie the in 2026, Pooh turns 100 in 2026, and and as the Just Play is celebrating this milestone moment for the brand’s brand with the launch of its master toy new Disney Winnie the Pooh licensee, Collectibles. Fans will be keen Just Play is to collect all seven Disney expanding Winnie the Pooh Bear-y

Just Play is … a passionate toy company and global leader across a broad range of toy categories, including figures, playsets, dolls, plush, roleplay and crafts 50

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the line with fresh, collectibledriven innovation

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Squishy Figures. This endearing The Nightmare Before assortment sees Winnie the Christmas, Disney Pooh and his friends Piglet and Princess and Disney Eeyore reimagined as superFrozen. sweet, squishable, glittery Just Play’s fifth London figures that are packed with Toy Fair exhibition will also charm and displayencompass some of worthy cuteness. the most ground-breaking Just Disney Stitch remains innovation from furReal. The Play’s fifth a powerhouse in 2026, brand saw huge success London and as the brand’s with AW25’s launches Coco Toy Fair master toy licensee, the Tumbling Panda and Just Play is expanding Maggie the Feed & Follow exhibition the line with fresh, Cow, and the momentum will also collectible-driven not only continue into encompass will innovation. Among 2026, but it’ll significantly some of the highlights ramp-up with an incredible the most is a new animalnew offering of interactive themed series of Blind groundpets slated for launch later Collectible Capsules, in the year. Stand visitors breaking allowing fans to collect will be given an exclusive innovation Stitch and Angel first-look at these new from dressed in a range furry friends in London. of adorable animal What’s more, there is to furReal disguises. Whilst be a new wave of designs adding even more personality and formats joining the Duckalooz to the line is the Disney collection that will have every duck Stitch Many Moods Angel, collector clearing a space on their an expressive feature plush that shelf to make showcases LCD eyes and over 50 room for the sounds and reactions. This superlatest characters interactive toy perfectly captures in this globally the essence of Angel and her recognised range cheeky personality in a clever and of pocket-sized, engaging way that fans will love. dressed-up duck Just Play’s licensed arts, crafts collectibles. Plus, and activities range from Tara Toy Tiny Nightmares, will soon expand to include Disney the fashion-forward Pixar Toy Story items – just in time horror-inspired for the release of the new film. lifestyle line, will Already, the animation franchise is introduce new one of the biggest in history – both waves of characters in terms of box office performance and more ways to and consumer products – and collect in 2026. these creative additions will help This is just a mark this exciting new chapter taste of what’s to for the beloved property. The come from the specifics of this new offering are company in the strictly under wraps, but buyers year ahead. To see and retailers visiting London Toy the team’s unmatched Fair will be invited to see these lineup of innovation fun new lines and cool character across preschool, crafts. These lines will be available feature plush, and alongside existing Tara Toy collectibles, be sure favourites, including the Moana 2 to email Just Play jewellery making sets, Disney Stitch UK now and book My Own Creativity Case, and kits a London Toy Fair inspired by Disney Tim Burton’s appointment.

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JANUARY 2026

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Fans will be keen to collect all seven Disney Winnie the Pooh Bear-y Squishy Figures

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2026 preview Wilton Bradley will be showcasing an exciting array of products set to energise the outdoor and playtime markets

Exciting young

adventurers WILTON BRADLEY

STAND

E89 & E98

01626 835400 | sales@wiltonbradley.co.uk | www.wiltonbradley.com Among the highlights this year is Kapti, an innovative disc-throwing game designed to bring fast-paced, family-friendly fun to any grassy space. Suitable for children aged 3 and above, Kapti combines skill, strategy, and plenty of laughter, making it a perfect addition to gardens, parks, and any outdoor gathering. Kapti challenges players to toss discs and capture the most stakes, encouraging friendly competition while keeping the gameplay simple enough for younger children to enjoy. Yet beneath its easy-to-learn mechanics lies room for clever tactics, allowing more experienced players to strategise and refine their approach. The game is designed for two or more players, making it ideal for siblings, friends, or multigenerational family play. Its portability and versatility mean that it can be enjoyed at picnics, holiday

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Meet Burp Bottom, who shakes the hills with his giant trumps

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getaways, or even spontaneous backyard competitions. What makes Kapti stand out is its ability to bring people together through active, outdoor engagement. In a world where screen time often dominates leisure hours, Kapti offers an opportunity for kids and adults to interact physically, laugh heartily, and build teamwork skills in a natural, social setting. For retailers and buyers visiting Toy Fair 2026, Kapti represents not just a fun game, but a compelling product that encourages movement, creativity, and social interaction – a winning combination for any toy shelf. Snootz: characterful ride-on fun for little explorers Also debuting on the Xootz stand this year is Snootz, the wonderfully wacky Foot-to-Floor ride-on range for little adventurers aged 18 months and up.

These are not ordinary ride-ons. They are the silliest, noisiest, most delightfully chaotic creatures ever to bounce out of Snootzland, each bursting with personality and ready to spark imaginative play. Meet Burp Bottom, who shakes the hills with his giant trumps. Then there is Snorzee, who snoozes so loudly he can make the trees wiggle. Sir Lickalot is always in a hurry, zooming around and leaving slobbery splats wherever he goes. And finally Snuggle Snort, who twirls dreamily through the sky sprinkling sparkles over everything in sight. Loud, dreamy, dribbly and sparkly in all the best ways, Snootz never behave, but they always entertain. Adopt one if you dare, but do not expect peace and quiet. Alongside their playful personalities, Snootz ride-ons have been carefully designed to support active, exploratory

toysnplaythings.media

2026 preview

toddler play. Each model features smooth 360-degree castor wheels that allow little ones to spin, scoot and glide with ease, encouraging movement, spatial awareness and confidence. The character-themed sound effects, ranging from giggles and snores to burps and monster chatter, help bring each creature to life and inspire creative storytelling. There is also a practical side to Snootz. A handy under-seat storage compartment gives toddlers the perfect place to hide treasures or transport their favourite toys, turning every ride into an adventure. Built with durability and

fun in mind, Snootz offers a memorable combination of sensory engagement, imaginative character play and toddler-friendly functionality. Xootz Bikes: building confidence and style Completing Wilton Bradley’s Toy Fair showcase is the latest Xootz bike range, offering young riders a fresh and confident approach to cycling. Designed for children aged three and up, the range includes bikes with 12–18 inch tyres, catering to both first-time cyclists and those ready to progress to more capable models. For beginners,

STAND

E89 & E98

the 12–16 inch bikes come with easy-fit stabilisers, helping youngsters develop balance and confidence before moving on to independent riding. The collection blends practicality with reliability. Puncture-proof tyres minimise maintenance, while sturdy steel frames ensure the bikes can withstand everyday use. Adjustable handlebars allow the bikes to grow with children, offering a longer product lifecycle and a tailored fit. These features, combined with careful attention to quality and durability, make the Xootz range a dependable choice for parents seeking safe, long-lasting bikes. Design-wise, Xootz bikes appeal to a variety of tastes. Four distinct styles offer something for every young cyclist: the bold and energetic Rebel Rider, the soft and imaginative Day Dreamer, the fresh and floral Fleur, and the sporty, dynamic Nitro. Each design is carefully curated to resonate with different personalities, ensuring that children not only enjoy the functionality of their bike but also feel a sense of ownership and pride in their ride. With dependable construction, userfriendly features, and stylish aesthetics, the new Xootz range is positioned to make a strong impact in the competitive children’s bike market. For visitors to Toy Fair 2026, these bikes exemplify Wilton Bradley’s commitment to fostering confidence, skill development, and sheer joy in young riders – a formula that is sure to make a lasting impression on both buyers and young cyclists alike.

With over 20 years... of experience in sourcing goods from some of the best and most competitive factories around the world, Wilton Bradley is able to provide unrivalled sourcing capabilities for our customers. It has time honoured values of tough but fair and transparent dealings with the supply chain, ensuring competitive pricing, quality and reliable delivery. 54

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Visit us

Stand N2

Sales@juratoys.co.uk 01384 88 90 70

2026 preview Renowned for thoughtfully designed, easy-to-learn, fun gameplay, Orchard Toys’ products are made for little hands - and busy parents combining lasting quality with genuine learning value.

STAND

E10

Quality and learning value ORCHARD TOYS 01953 859539 | sales@orchardtoys.com www.orchardtoys.com

Orchard Toys returns to Toy Fair 2026 with an expanded portfolio, launching seven new products into its bestselling core range. The brand will also announce that its hugely popular Bluey licensed collection and its Baby and Toddler range will both see new launches later in the year. Known for its educational and fun gameplay, Orchard Toys focuses on products made for little hands and busy parents, combining durability with genuine learning value. Its 2026 line up offers retailers strong preschool opportunities with new titles that engage children, appeal to gift buyers and deliver standout on shelf. Leading the new line up is Troll in a Hole, a laugh out loud adventure, where players race to cook up a stinky stew for King Troll. Children move their troll along a colourful pathway, digging in the swamp, dodging

Simon Prest,

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Joining Orchard Toys on stand will be Bluey, everyone’s favourite costume character!

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Sales Director at Orchard Toys

frogs, swapping slime cards and squelching in splatberries, before leaping their troll into the 3D hole. The double-sided 3D board features two ways to play, giving families the option to compete to collect the most bugs or flip the board for a colour matching game. Troll in a Hole also supports the development of key skills including counting, number recognition, colour matching and turn taking. Designed for children aged four and over, it is set to be a hero launch with strong family appeal and strong repeat play potential. Tell the Time Puzzle introduces an interactive jigsaw, clock and activity set that helps early learners build confidence with analogue and digital time telling. The 24-piece puzzle includes a removable clock face with moveable hands, and comes with a large poster and 12 learning aid cards for children aged four and up. For younger children, Tractor Tractor is a simple first matching and early memory game for ages two and above, using 28 chunky cards showing brightly coloured tractors driven by friendly farm characters. Alphabet Bingo supports early literacy with four different ways to play for children from age three. Also joining the line up are Five

Little Ducks, a first counting game based on the classic nursery rhyme, First Dino Friends, a set of two brightly coloured puzzles for ages two and up, and Fairytale Castle, a 75-piece shaped floor puzzle featuring favourite storybook characters. Joining Orchard Toys on stand will be Bluey, everyone’s favourite costume character! Retailers placing orders at Toy Fair for £400 net, for delivery before February 27 2026, will receive a free stock pack at a value of £104.96 (SRP), consisting of the new lines - two each of Troll in a Hole, First Dino Friends, Tractor, Tractor, Five Little Ducks and Alphabet Bingo.

“As parents continue to look for quality, educational play that keeps children happily engaged, our new launches, and our best-sellers, deliver on every level, making them a must-have for retailers. They combine fun learning, and educational benefits, with irresistible preschool appeal, backed by fresh, bold, eye-catching designs perfect for shelf stand-out, and strong price points - it’s a winning combination for retailers.”

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2026 preview STAND N2

The sound

of music JURATOYS UK 020 8878 2133 | sales@juratoys.co.uk

Juratoys is set for its biggest Toy Fair yet, with more than 300 brand-new toys for 2026 and the 15th anniversary of the beloved Janod Confetti range Juratoys UK is thrilled to be attending the London Toy Fair this January, where the team will be unveiling its exciting new range of 2026 products. This year is one of the company’s biggest yet, with over 300 brand-new toys ready to share with retailers. Among the standout highlights for 2026 is the 15th anniversary of the beloved Confetti Musical Instruments. This classic collection has been a favourite with families for years, and the team is proud to celebrate its milestone with refreshed designs that stay true to the charm and quality retailers know and love. Confetti brings joyful sound and colour to every playroom. Surrounded by bright red accents, smooth natural wood, and a lively burst of colourful polka dots, Confetti instantly sparks curiosity. Each piece in the range

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is carefully designed to support and

Juratoys stimulate every child, whether they’re a budding music lover exploring their first is offering rhythm or a future maestro discovering an exclusive their own creative voice. Janod Confetti transforms everyday 10 per cent moments into real musical celebrations. off all orders The instruments are light, sturdy, placed at the and perfectly sized for little hands, making musical play both accessible show and exciting. From gentle chimes to

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spirited drumbeats, every sound encourages self-expression, coordination, and a growing love for music. The Janod Confetti collection invites children to choose their favourite instrument and bring music to life. Whether they’re playing solo, performing for family, or forming their first imaginary band, these wooden instruments help them explore

sound, movement, and storytelling with confidence. With Janod Confetti, playtime becomes a rhythmic adventure filled with learning, laughter, and endless creativity. Juratoys is also delighted to launch the brand-new Garden and Outdoor Toys collection, designed to inspire active play and spark adventure in little explorers. In addition, visitors will be able to meet the latest lineup of adorable dolls across both Lilliputiens and Kaloo, each created with beautiful detailing and imaginative play in mind. To thank retail partners for their ongoing support, Juratoys is offering an exclusive 10 per cent off all orders placed at the show. And as a small extra treat, the team will be on hand giving away a lovely new free tote bag, perfect for carrying samples and catalogues throughout the day. The Juratoys team can’t wait to share these exciting new products and connect with everyone at the 2026 London Toy Fair. Be sure to visit the stand—there’s so much to discover.

Save the date!

The Juratoys team are throwing a party marking the 15th birthday of the Janod Confetti music range. Visit Stand N2 on Thursday 22 January to join the fun, with treats, games and giveaways. 58

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2026 preview

Supercharging toy blockbusters STAND

E35

BLADEZ TOYZ 023 9265 3104 charlotte@bladeztoyz.co.uk www.bladeztoyz.co.uk

Portsmouth based Bladez Toyz continues to create innovative toys across categories from radio control to creative play and a growing portfolio of licensed brands Bladez Toyz is set to supercharge London Toy Fair 2026 with high velocity RC, a blockbuster offering of Arts and Crafts and its trademark big Kidult energy. Returning to Olympia with one of its most exciting line-ups to date, Bladez Toyz will showcase its much-loved Maker Kitz and RPM licensed ranges alongside some fresh and exciting licensing opportunities launching later this year. Visitors can expect high speed demonstrations as well as an exclusive teaser of a global RC phenomenon set to make a dramatic comeback almost a decade after it first shook up the category. A highlight on the Bladez Toyz stand this year will be the expanded DC Batman range with the first new line – the Batman RC Drone – set to fly onto shelves this Spring. True to the iconic black and yellow design, this drone is packed full of features worthy of the Dark Knight himself including 360 flips, LED lights, auto hover and multispeed control. An ideal first drone for kids aged

eight and perfect for honing skills with the included gates, this drone is sure to thrill kids and adults alike. Later this year, the super cool Batman RC Omni Racer will join the collection – a high-performance 1:12 scale machine built for action. Boasting powerful motors and 4-wheel functionality, it delivers multidirectional movement, 360 spins on the spot and impressive drifting capabilities that need to be seen to be believed. The unique omni wheels, a light up body shell, sounds effects and a supersized rear spoiler mean this speedster is sure to stand out from the crowds on the mean streets of Gotham City. Completing the collection this autumn is the 1:16 scale 4x4 RC Hurricane. This monster off-road vehicle features 4-wheel drive functionality, oversized wheels, LED lights and monster capabilities. Undoubtedly the ultimate offroad vehicle, it boasts LED lights and speeds of up to 25km/h, tackling even the toughest terrain with ease. Building on its existing partnership with

The Bladez vision … is to create lasting, positive and educational memories for the children of today and the adults of tomorrow 60

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Visitors can expect high speed demonstrations as well as an exclusive teaser

” Bluezoo Licensing, Bladez Toyz is excited to announce that it will be bringing the beloved Blocks Universe brands to its expanding Arts and Crafts portfolio. Following a sneak peek in LA earlier this year, the full range at Olympia and will also be on display in Nuremberg. Fan-favourites from Numberblocks, Alphablocks, Wonderblocks and Colourblocks will be brought to life in a fun and educational Arts and Crafts collection of products. This range will feature bestselling Sticker Activity Sets and Bumper Activity Sets in vibrant, playful designs alongside new additions such as the Mega Marker Sets and Colouring Tables, perfect for young fans of the show. With broadcasting in over 100 countries and strong online content, this evergreen brand is trusted by teachers and parents alike and the new sets from Bladez Toyz will provide children with the chance to develop their skills through a powerful blend of play and learning.

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2026 preview STAND

N13

Changes, new

ranges and more RAVENSBURGER 01869 363800 sales@ravensburger.com www.ravensburger.com

An enchanting world of colour and nature awaits with the new Brio Flora range presented by Ravensburger at Toy Fair. Set for an autumn launch in the UK, at the heart of this magical, open-ended world is a cast of collectable Flora friends, each with an iconic, magnetic heart nose-enabling them to interact with each other and the world around them. The Flora friends each have unique names and birthdays, and children can let their imaginations soar as they play with flowers and more. In the Brio World system there is change afoot – with the introduction of colour-changing technology. The new Cargo Gemstone Set features gems that ‘magically’ change colour as children play. Entering its third year, Disney Lorcana TCG celebrated 2025 with the sell-out success of Set 9: Fabled, the introduction of the UK’s first Championship Qualifier events held in Cardiff and Wakefield plus the launch of the new Collection Starter Set to recruit new collectors and Disney fans into the brand. With the number of in-store events and competitive play opportunities increasing across the UK and the player base expanding rapidly, Ravensburger is set for a bumper year in 2026 with the announcement of Pixar entering the brand portfolio in Q2. February sees the launch of Set 11: Winterspell, featuring a winter theme

At the heart of the Ravensburger product and brand portfolio is a passion for creating moments that connect – with friends and family. Discover high quality, entertaining products that offer joy, learning and so much more and introducing new characters: Angel from Lilo & Stitch: The Series and Darkwing Duck. There will be a lineup of over 200 new jigsaws for 2026 including additions to bestselling series and first launches from new artists to the company’s portfolio. Ravensburger’s everpopular My Haven 1000-piece puzzle collection starts the year with a new addition that celebrates the calming hobby of floristry in The Flower Arranger’s Shed. The Ray’s Comic Series of hilarious jigsaws launched in 2025, continues with two more additions to the Holiday Resort theme, and fans of comedy will look forward to the Time Travel series from the same illustrator, also coming in 2026. In 3D puzzles, Ravensburger’s popular puzzle ball collection sees the addition of nightlights, adding a soothing glow to the finished display piece. Also, a collection of 3D puzzle vases also turn a relaxing activity into a practical and stylish vase, complete with waterproof liner suitable to hold freshly cut flowers. The Disney Stitch 3D Puzzle Ball With Ears has been a consistent bestseller and this collection grows in 2026 with the introduction of three new launches including the How to Train Your Dragon’s

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Children can let their imaginations soar as they play with flowers and more

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Another anniversary … will be celebrated this year with ThinkFun’s iconic game, Rush Hour marking 30 years. Rush Hour Duel edition will take the logic play to a new level with a two-player battle format. 62

Toothless with Ears 3D puzzle and a Pikachu with Ears 3D puzzle. Ravensburger’s award-winning interactive marble run system, GraviTrax sees new introductions in the year ahead and there will be more news to come on these launches at Toy Fair. It’s a big year ahead for Ravensburger’s classic game of moving mazes, Labyrinth. It’s forty years since the family game was first introduced and today this much-loved game has achieved over 30 million sales. A winning combination set for launch in 2026 comes with the recently teased Carcassonne Labyrinth. The bright lights of casino land are the setting for Las Vegas, a spring launch for the Ravensburger games portfolio. In this dice game, players will try their luck to win the most cash as they visit six casinos – placing their dice strategically to be victorious. A game of luck where everything can change right up to the last throw. Already proven a bestseller in France, Las Vegas will launch in the UK in January. Also set for UK launch, Last One Laughing, based on the hit Prime Video UK Original show. The company’s party game portfolio continues to grow too with Much Too Much which brings together friends and family in a game that will test trivia and guesswork. Players must make their best guess at the number in a series of trivia-based questions – but be careful not to go over or they will score nothing. New for autumn, an Oh My Pigeons expansion pack that will provide even more bird-puntastic fun for fans of the game.

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SCAN QR TO WATCH THEM IN ACTION!

SHOWING AT: Hong Kong Showroom: 6-14 Jan / London Toyfair: Stands: E89 & E98 - 21-23 Jan Nuremberg: Stands: B81-C80, Hall 7, 28 Jan-1 Feb / Spring Fair NEC: Stands: 5G30-H32, 2-5 Feb To book an appointment or see our showroom: 01626 835400 sales@wiltonbradley.co.uk www.wiltonbradley.co.uk

Xootz Snootz Advert.indd 1

10/12/2025 13:06:37

2026 preview STAND B21 & B25

Treasured classics RAINBOW DESIGNS 01329 227300 sales@rainbowdesigns.co.uk www.rainbowdesigns.co.uk Rainbow Designs will proudly unveil its full 2026 collection at the London Toy Fair, celebrating an incredible 55 years of creating toys inspired by the stories and characters families have loved for generations. The collection shines a light on a series of meaningful character anniversaries that reflect generations of storytelling magic. From the 160th anniversary of Beatrix Potter and 100 years of Disney’s Winnie the Pooh, to landmark celebrations for Dumbo, Mr. Men Little Miss and Harry Potter The Wizarding World, the year ahead beautifully blends tradition, creativity and innovation. Alongside these treasured classics, new brand introductions including Pembe the Pink Cat, Disney Dumbo and Care Bears Baby will take their place within Rainbow’s muchloved portfolio.

Peter Rabbit, Winnie the Pooh, and Paddington Bear are just some of the wonderful collections of soft toys Rainbow will have on show at Toy Fair

The hugely popular Adventures of Paddington range will see some exciting new additions for 2026 as it welcomes adorable plush versions of Paddington’s friends Lucky and Pidgeonton, available in a CDU, while a playful new Paddington Soft Toy with Interactive Marmalade Sandwich offers an engaging role-play experience. Simply hold the plush sandwich to Paddington’s chest to hear him speak some of his much-loved phrases. Building on the successful launch of Rainbow’s Bing toy range, reimagined for a slightly younger audience, the 2026 lineup introduces further additions The collection designed to encourage preschool learning and hands-on play. shines a light Headlining the new additions is on a series of the Bing Learn to Dress Soft Toy, meaningful featuring buttons, zips, laces and velcro fastenings to help children character develop practical dressing skills anniversaries through play. New Character Twin Packs in a CDU starring Bing & Charlie, Sula & Amma, and Pando & Flop, alongside Bath Toys, Stacking Boxes, a fun-filled Bing Bus Shape Sorter and a soft and cuddly, interactive Peek-a-boo will be the magical Harry Potter Wizarding Bing, are just some of the new engaging World collection, as well as classic preschool additions planned for 2026. favourites including Guess How Much I Celebrating the timeless appeal of Love You, Elmer, Snowman and The Very the Care Bears brand, Rainbow’s Care Bears Baby collection arrives in 2026, Hungry Caterpillar. reimagining the much-loved characters

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Also on show …

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with contemporary softness and sensory play in mind. Inspired by the enduring messages of love, kindness and friendship, baby-soft versions of Cheer Bear, Funshine Bear and Bedtime Bear will feature across a beautifully curated infant toy range, including ring rattles, comforters and the My First Care Bear Soft Toy. Toy Fair will also see the debut of Rainbow’s Pembe the Pink Cat collectible plush range. This adorable digital-to-physical brand combines Japanese kawaii aesthetics with minimalist Scandinavian design, promoting individuality, inclusivity and authentic self-expression. Rainbow’s collectible plush collection includes six adorable 15cm cuddly characters and six plush keychains each carrying an uplifting message such as Be You, Have a Hug or Thank You. The range also includes two extra-cuddly 23cm Pembe Soft Toys. Perfect for tweens, teens and young adults, Pembe offers a meaningful, cute and highly giftable range for life’s everyday moments. In addition, Rainbow will launch a new commemorative Disney Winnie the Pooh collection celebrating the character’s 100th anniversary, an adorable Disney Dumbo infant range, and colourful new lines marking Elmer’s 35th anniversary. These arrivals will join Rainbow’s ever popular Classic Paddington, Peter Rabbit, Harry Potter Wizarding World, Mr. Men Little Miss, Guess How Much I Love You and The Very Hungry Caterpillar ranges.

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2026 preview

Meet Mama and

Baby Otter ZIMPLI KIDS

STAND

0845 459 1818 | sales@zimplikids.com www.zimplikids.com

B42

Zimpli Kids is the company behind a wide range of bath time, sensory play, and educational toys. Its tagline, ‘Just Add Water’, explores a world of amazing textures, vivid colours, wonderful scents, and captivating effects Zimpli Kids is buzzing to return to London Toy Fair 2026 with a fresh line-up of sensory, creative and wellness inspired products that promise to brighten routines and spark curiosity from the moment visitors arrive at our stand. Our star launch this year is Baff Buddies, beginning with the heart melting Mama and Baby Otter. Otters are playful, cuddly and naturally soothing which makes them the perfect pair for encouraging children to unwind without screens. Mama Otter floats gently across the water while holding her baby close, releasing a lavender bath bomb that fizzes into a soft purple swirl. The colour

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we are saving the biggest surprises for the show floor

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feels dreamy, the scent feels cosy and the calm drifting creates sweet sensory moments children instantly connect with. Otterly adorable Baby Otter is not just along for the ride, baby also squirts water, making the whole experience comforting yet interactive. Each pack includes three dermatologically tested lavender bath bombs, giving families a simple and mess free way to slow down after a busy day. We will also introduce new additions across our wider ranges, starting with an exciting upgrade to our Baff Paints collection. The new Baff Paints Activity Set turns any play space into a mini art studio using colourful paint sticks, fun shaped stamps and a waterproof book children can doodle in anywhere. The

Zimpli Kids are … the innovative creators behind the most unique children’s toy products on the market! We strive to create fun ‘just add water’products to enhance both children’s and parent’s experiences of bath time and sensory play time. The amazing textures, colours, sounds and scents of our products make them perfect for multi-sensory and messy play at home or in an educational setting 66

Paint sticks glide smoothly on bathtubs, tiles, trays, books and more and everything wipes clean with the included sponge ready to be reused. It is playful, creative and made to inspire imagination beyond the screen. You may know Zimpli best for our ever famous Gelli Baff and Slime Baff; two biodegradable powders that transform bath water into goo or slime and back again! These magic powders are also viral sensations with over nine billion views on YouTube from independent reviewers worldwide. Visitors will also get a sneak peek at Toxic Tubz, a bold and brilliantly silly new concept packed with wacky sensory effects and unexpected reactions. Fans of character collectables can look forward to the latest addition to our licensed line up with a Peanuts Snoopy licensed bath bomb that hides one of six figures to discover. There is much more to come, but we are saving the biggest surprises for the show floor. Expect exciting innovations, live demonstrations and show offers you will not want to miss. We invite all retailers, distributors and partners to visit the Zimpli Kids stand, discover what is new for 2026 and see how our ranges can spark excitement, creativity and sensory wonder across your catalogues

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2026 preview

Consistent supplies

and sales success Dolu returns to Toy Fair once again with outdoor toys, toy kitchens, desks and easels and so much more including a range of ever-popular licences

DOLU

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07850 779797 | sales@sjr-associates.co.uk www.dolu.com.tr/en Now in its 51st year, Dolu is set to welcome customers both new and old as it unveils new items at Toy Fair. With near on £7.5 million of stock and inventory it will be able to consistently flow the supply channels across all markets. For the UK, 2025 marked great success and growth for Dolu – particularly in the outdoor toys category, which resulted from the excellent weather conditions with hot and dry spells bringing more consistency for garden and outdoor play. It saw rapid growth across items such as playhouses, sand and water tables, slides, ride-ons and trikes. Due to the way the Dolu supply chain operates, keeping many items in stock, with short lead times, and frequent door-todoor shipping options, it was able to react to buyers’ demands – welcoming repeat orders throughout the season and able to deliver in as little as 21 days from the order. However, due to the unreliable weather in the UK in most years this flexibility of

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supply is one of the main reasons it should be a main go-to for buyers as it can meet demands and needs to ensure that they are never out of stock but, importantly, also never overstocked on product. A reactive supply chain is incredibly important in today’s world. Approximately 30% of Dolu’s summer business in 2025 came from reactive repeat orders from customers, a service that many other suppliers would simply not be able to offer. Dolu’s product ranges for outdoor toys look better than ever with the introduction of new colourways, matte finishing on products plus full retail packaging (this in addition to online order ready-to-dispatch packaging) and it’s not just the company itself that thinks its products look great. Consumers are also showing this with buying trends, positive feedback ratings and collective range buying. For 2026 there is a small range of new products coming through together with

Dolu is … a family run business marking over half a century of designing, developing and manufacturing toys and nursery items in Istanbul, Turkey – with goods supplied to 85 countries worldwide.

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A reactive supply chain is incredibly important in today’s world

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some improvements to existing items. It has also added in some FSDU product options and pocket money lines to add to the range. As a supplier, Dolu is very flexible; all of its product ranges are made in the same factory, so all orders can be combined in one shipment, with no MOQs per line. It has many customers that buy across the ranges where orders may contain licensed products mixed with generic Dolu toys, and even the Dolu Nuve baby range. The facility is audited according to global standards set and required by retailers. The structure includes a closed production space of 62,000 sqm. Dolu celebrated its 50th anniversary in 2025. It has had consistent growth and success year on year through listening to customers, monitoring the markets and reacting to demands whilst also investing in new products – and refreshing products when needed – to keep the offer strong. There is also the keen pricing, of course. It continues to go from strength to strength and is looking forward to the next 50 years.

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2026 preview

Premium

STAND UN68

magnetism inspires CONNETIX 07718 091489 (International) | 07803 877158 (UK) wholesale@Connetixtiles.com | www.Connetixtiles.com

The award-winning Australian brand of premium magnetic tiles, will showcase its latest product innovations to retailers at London Toy Fair Making their Toy Fair debut are three new magnetic tile ranges – Portal, Glitter and Light – alongside an entirely new magnetic tile line designed for advanced builders – Connetix Pro. Connetix will demonstrate the expanded play possibilities these new packs bring to the magnetic tile and construction categories. Retailers will see how the latest products encourage exploratory play through light, magnetism, glitter and colour. The brand will also present its new limited-edition Connetix charity packs, which introduce two bold new colours to the Rainbow range. The all-teal and all-pink packs support global research into motor neurone disease with FightMND (teal), and breast cancer through Australian Breast Cancer Research (pink). In addition to the latest releases, Toy Fair is the perfect opportunity for retailers to see and play with

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These launches are going to light up children's faces and spark both imaginative and educative play

Retailer support … With strong international growth, an expanding portfolio and high retailer margins, 2026 presents a significant commercial opportunity for UK retailers. 70

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best-sellers, and to experience the Connetix difference. With a focus on innovation and open-ended play, every pack is designed to grow with children as their play and learning develops, offering limitless openended play possibilities, meaningful skill development and opportunities for STEAM and MESH learning. My Creative Box Brave Toys, the parent company behind Connetix, recently announced its full acquisition of fellow Australian educational brand, My Creative Box. Both brands will exhibit side by side at London Toy Fair, as My Creative Box showcases its collection of sensory, educational and cognitively rich activity boxes designed to inspire creativity and learning for children of all ages. With strong educational credentials behind both brands, retail buyers can expect a compelling play and learning offering that is loved by families and trusted by educators. “Seeing the My Creative Box brand fully immerse itself into our assortment alongside Connetix makes a huge amount of sense,” said Glenn Harrison, head of global sales. “Our retailers have seen the power of educational play – they also understand the importance

of it being at the heart of what we do. The momentous growth Brave Toys continues to experience ensures we are enraptured by all of our new product developments, as I am sure our distribution partners will be too. The year ahead is going to be filled with impact as we launch category firsts. These launches are going to light up children's faces and spark both imaginative and educative play.” New product line up at toy fair 2026 Connetix Pro 70-Piece Constructor Set – The new Pro line elevates magnetic tile construction with an advanced building experience for critical thinkers, future engineers and ambitious creators. The Pro 70-Piece Constructor Set includes smaller, refined, opaque tiles in six contemporary colours, offering extensive scope to build with greater complexity. Smart-Spin technology enables ultra-powerful magnets to rotate freely within the tile and lock securely into place, allowing older builders (skill level ages 8+) to construct in new directions. Designed to support ongoing development, Pro encourages deep open-ended play and skill progression. Connetix provides retailers with a comprehensive suite of marketing assets including lifestyle photography, video content, social media toolkits and point of sale materials.

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Loving the whole look

STAND UPPER LEVEL 110

HUNTER PRICE 0161 653 1306 | info@hunterprice.co.uk www.hunterprice.co.uk

Hunter Price International is own sets, jewellery, craft, styling ‘getting ready’ to unveil a huge supplies and more. new category focus for one of its Further details regarding the established own brands. brand’s developments are firmly Significant investment has been being kept under wraps until the big made into Love the Look over reveal in January. the past 18 months to create an innovative new retail proposition, which Hunter Price’s pop-up offers a wide range of playhouse will also reveal brand experience and the latest innovations across cross category product opportunities. its hero pocket money toy From 2026, the latest brand, Toy Mania in trending and playful beauty cosmetics and accessories will be available from Love the Look. Hunter Price’s pop-up playhouse The new ranges will include will also reveal the latest individual cosmetics, make your innovations across its hero pocket

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JANUARY 2026

money toy brand, Toy Mania. The award-winning, and ever expanding brand family has become a destination for trend-led, impulse, and pocket money toys. The whole Toy Mania brand portfolio will be present at the show, from fidgety fun with Sensory ToyBox, to creative compounds with Oozey Goozey and Putteez. The next generation of Toy Mania brands, which are emerging in markets across the globe, are also lined up to take the limelight, they’ll include, Squish & Squiggle, Future Fidgets, 3DLabs and Taba. Each brand has its own distinct proposition and personality, from character-led to collectibles,

futuristic to fashion-forward, trending to technology, Toy Mania is cornering all areas of the pocket money play market. Mimomo will have its first Toy Fair moment, the blind box brand, combines limited editions, surprise and storytelling, to create characters with more than just hype, with its hero line of plush keychains and additional accessories. Hunter Price cannot limit its Olympia show to just toys; and will unveil a series of new brands and ranges across stationery & creative play and arts & crafts. Kicking off with Taggeez, the swappable, stylish and school ready stationery and accessories – the brand is back.

2026 preview

Still playing, learning

and creating

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Edx Education is excited to showcase its inspiring new collections at the London Toy Fair, highlighting a commitment to playful, hands-on learning for children aged 18 months to 10 years

EDX EDUCATION 020 7097 5173 | mia@edxeducation.com www.edxeducation.com At Edx Education, play isn’t just a pastime – it’s the foundation of how children learn best, setting the stage for a lifetime passion for learning. Championing learning-through-play as a core philosophy, Edx Education works alongside the world’s leading educational experts, to design and manufacture high-quality resources trusted by schools, early years professionals, and families worldwide. 2026 marks the brand’s 30th anniversary and Edx Education is stepping into the celebratory year with fresh momentum, with exciting new product ranges, and a clear mission: to make playful learning accessible, engaging, and meaningful for every child. London Toy Fair 2026 is a key event in Edx Education’s calendar – offering an ideal opportunity to meet and engage with retail partners. The team is preparing to showcase a wave of exciting new launches, each designed to nurture curiosity, support developmental progress, and spark joyful hands-

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Expect thoughtful design, educational integrity and products that put play first

Edx Education … continues to champion its product development philosophy of play, learn and create 72

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on discovery and open-ended play opportunities. With demand for purposeful play products continuing to grow in both retail and education sectors, Edx Education is answering the call with thoughtful new ranges that blend fun with measurable learning outcomes – without ever compromising on the magic that makes play irresistible to children. Visitors can explore Edx Education’s Busy Play range, which includes even more exciting offerings for 2026. A best-selling product range, Busy Play empowers parents and carers to bring playful learning into everyday routines, bridging the gap between open-ended play and skill-building activities. The collections include construction sets, sensory-rich play, and portable activity packs ideal for home, travel, or on-the-go entertainment. Each item offers opportunities for children to explore early maths concepts, develop fine motor skills, strengthen problemsolving, and stretch their imaginations – all through screen-free, child-led play. Alongside Busy Play, Edx Education will unveil a heart-warming new plush toy range that supports emotional wellbeing. Recognising the increasing importance of emotional resilience in early years development, the collection includes soft animal characters, with

eight interchangeable emotion faces – helping children recognise, name and express feelings in a safe, comforting way. Each plush includes additional guidance materials co-developed with early childhood experts, equipping adults with language prompts, play ideas and supportive strategies. Not only are these plush companions adorable, they also serve as valuable tools for building emotional literacy, self-awareness, and confidence – key skills that shape a child’s lifelong social development. Licensed ranges are an exciting area of growth for Edx Education. Visitors to the show can discover The Very Hungry Caterpillar learning-through-play range, created in collaboration with The World of Eric Carle, managed in the UK by Penguin Ventures and represented globally by The Joester Loria Group. The collection beautifully merges the timeless charm of Eric Carle’s storytelling with hands-on educational play, supporting skills such as number sequencing, fine motor control, artistic exploration, pattern recognition and early literacy. It’s a thoughtful extension of a beloved brand – one that bridges storytime with active discovery, capturing nostalgia for adults and wonder for young learners. Edx Education is very excited to reveal a brand-new global licensing partnership in January 2026. While details are still under embargo, the collaboration promises to bring together Edx Education’s renowned expertise with an iconic family brand recognised worldwide – resulting in a vibrant and engaging new line poised to strengthen the company’s portfolio.

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Lavender Bath Bombs

Bath Bombs a placed in Mama re ’s Ba ck

2026 preview

Buddying

up with success Craft Buddy kickstarts the 2026 trade show season at London Toy Fair showcasing new innovations, imagination, creative crafting and licensing partner launches of its Spring/Summer ranges

CRAFT BUDDY 0203 417 6565 trade@craftbuddyltd.co.uk www.craftbuddyltd.co.uk Craft Buddy’s success in 2025 was driven by new retail accounts in multiple territories including The Entertainer and Lidl, as well as in-store initiatives with both Tesco and Asda for the award-winning Crystal Art Buddies and an exciting co-branded partnership with Hobbycraft. There were also new distribution agreements in Germany, South Africa and Egypt, plus a notable signing with Crayola for Italy and Spain. Business objectives for this year place emphasis on driving expansion of the global licensing portfolio, growing presence in the USA, as well as strengthening existing, and securing additional, retail partners globally. The sparkling Spring/Summer showcase builds on Craft Buddy’s award-winning Crystal Art brand, renowned for transforming creative moments into display-ready keepsakes, and introduces new launches designed to elevate collectibility, gifting, wearability and mindful, screen-free activity – all perfectly aligned with

Craft Buddy …

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Every new launch combines familyfriendly appeal with genuine originality

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today’s broad crafting audiences and lifestyle trends, and reinforcing Craft Buddy’s position as an innovation leader across Kidult, nostalgia, fandom and emerging craft trends. Alongside its already popular existing licensing partnerships headline launches for SS26 include new collaborations with Sanrio’s Hello Kitty & Friends, Hasbro and Fuzzballs, each bringing a fresh fan base and appeal that extends Craft Buddy’s licensing reach. Hello Kitty & Friends’ popularity and appeal with today’s young consumers, as well as the growing Kidult fan base, is a perfect pairing in arts & crafts; whilst Hasbro’s evergreen Peppa Pig will delight the preschool audience, bringing creativity and fun as a shared activity with parents and carers. The kawaii-inspired, quirky Fuzzballs brand, with its colourful and endearing characters, marks Craft Buddy’s first pop-culture lifestyle licensing partnership and will appeal to all crafting age groups, aligning perfectly with the fast-growing Kidult audience. Craft Buddy’s award-winning Crystal Art sticker album evolves with the launch of the Hello Kitty & Friends Sticker Album & blind bag sticker packs; now a global best-seller, the Hello Kitty launch is the third license to showcase a collectible Crystal Art sticker album with twenty pages of crafting enjoyment for Kidults

continues to be trusted for premium, high-impact creative products that deliver year-round sales and repeat purchases 74

and today’s young fans. There’s also four bag charms, eight Buddies, two Secret Diaries, a 4-in-1 Mega Activity Set, two scrolls and two greeting cards to complete the range. Harry Potter is a Crystal Art leading line and SS26 marks the launch of the brand’s first wearable and collectible 2-in-1 Pin Badges following on from last year’s best-selling Sticker Album. With fifteen badges to collect and craft, each randomly packed blind bag includes a pin and stand featuring either a character, Hogwarts house logo or symbolic image that will delight Potterheads who want to wear and display. The first Peppa Pig Crystal Art range from Hasbro and Craft Buddy includes a new XL Peppa Pig Junior Buddie, with bigger gems for little hands to engage young crafters (age 4+). This is accompanied by a 20x25 Peppa Pig canvas kit, ready to make and hang. Both kits have been designed to support early preschool skills and entertainment. There’s also a greeting card kit to craft and gift for all Peppa Pig fans. Fuzzballs is the first kawaii-inspired brand to join Craft Buddy’s licensing range. Aspirational and quirky, it launches with six bag charms and scroll kit.

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Visit us at

Stand UN68 London Toy Fair

F54 & F63 Spielwarenmesse - Hall 4

2026 preview

Bricks fix time

after time Cobi’s military products are replicas of historical models. The historical vehicles, ships, airplanes and others are made with the utmost dedication to accuracy and attention to detail

COBI TOYS UK

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07584 858978 l.crocker@cobitoys.co.uk www.cobi.eu Cobi is the largest producer of construction bricks in central and eastern Europe and the No.1 Military Brick manufacturer in the world, with sales offices in Czech Republic; Germany; France; UK and USA. Dive into our collection Torpedo yourself over to Cobi, not forgetting to put up your periscopes when you board to see the armada of products we have to offer for 2026. The world of battleships and submarines has arrived. This year we are developing a new range of boats and subs from across the world in 1:300 scale (destroyers & submarines) and 1:700 scale (battleships)

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to complement the existing ranges which include Tirpitz (#4853) & Bismarck (4854).

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We are going stealth and having an alpha strike in 2026

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Drive into our Collection Manoeuvre yourself into the world of handbrake turns and drifting when we launch our range of Subaru rally cars and Audi Quattro’s. You don’t have to be a petrol head with this range, so get out of the pit lane and across the finish line. 2025 saw some very successful launches of VW (19 lines) in 1:12 and 1:35 scale, with standout launches of the VW T2 Bus (#24621) & VWT2 Camper Van (#24361). This year we are

Cobi Toys UK … is a subsidiary of Cobi SA, a Polish company with over 35 years experience in the toy trade. It manufactures construction bricks predominately focused on military vehicles including tanks, planes, ships and other vehicles from WWI & WWII to modern day military. The kits are scale models that are collected and built by kidults; enthusiasts and children. The products are all manufactured in Poland. 76

motoring ahead with even more new product launches including Renault; VW Passat and further VW T3 and Citroen Type H. Fly into our Collection We are going stealth and having an alpha strike in 2026 with some key launches of current and historical aviation. The biggest will be the B-2 Spirit (#5916) by Northrop. This American heavy strategic bomber joins our ranks of stealth aviators, including the SR-71 (#5890 & #5891); F-22 Raptor (#5855) and F-117 Nighthawk (#5903). So, don’t be a bandit, push through the G and become an Ace. To complement our expanding range of Phantoms, we launched in November 2025 the F-4F Phantom II FG.2 (#5908) based on the Falklands War. This supersonic jet interceptor and fighter bomber was the backbone of the RAF from 1977 – 1992. Delve into our Historical Collection “Ahoy there! Ahoy there”! “Do you Know the Ropes”? Or are you “Three Sheets to the Wind” or “Flogging a Dead Horse” All of these are nautical terms from Admiral Horatio and we have embodied this within the Napoleonic Wars Collection, with a 1:144 scale of HMS Victory (#20096); Nelson’s Column (#20097) and many more products. So, “Shake a Leg” and take a look at our newest collection. “Are you not entertained”, then maybe our Imperium Romanum range can do this for you. New products launched are diorama’s of the Roman Camp range; which include the Watchtower (#20076); Gate (#20077) and Tent (#20078). These are modular products, with which you can form your own modular Roman Camp. Use your own imagination and “Be entertained”.

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2026 preview STAND

25 years of play

with purpose Eduk8 Worldwide celebrates its 25th anniversary in 2026, reflecting on resources dedicated to championing educational play which nurture and stimulate children’s development, for learning, curiosity, and wellbeing.

EDUK8 WORLDWIDE 01661 831080 | sabrina@eduk8worldwide.co.uk | www.eduk8worldwide.com The Eduk8 ethos is to provide allinclusive educational toys, that support children’s wellbeing while embracing curiosity and creativity. What began as a vision to create educational resources for children of all ability levels, Eduk8 has grown into a trusted global brand, renowned for the quality and durability of its products. Specialising in early years, maths, english, science, art & craft, indoor/outdoor play, PSHE, PSED and special educational needs, their learning and play solutions for sensory, outdoor

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health and welfare. Imaginative, open-ended resources, which are products nature led, can be found in the popular Forest School range. 2026 marks the are addition of many new items aimed at thoughtfully encouraging a deeper connection to developed the natural world. Eduk8 believes that outdoor play is not just recreational, to enable but a vital space where children thrive children with socially, physically, and creatively. diverse needs Inclusivity continues to guide purpose and abilities whereby products are thoughtfully developed to enable children with diverse needs and abilities can participate confidently, whether indoors, outdoors, or in sensory-rich environments. As educators, parents, and practitioners look for resources that strengthen wellbeing, support motor and cognitive development, and inspire curiosity, Eduk8 continues to deliver solutions that reflect real classroom and childcare needs. As it marks 25 years, the mission remains unchanged – to provide high-quality educational toys and resources that empower every child through meaningful, inclusive, and joyful play. Eduk8 is excited to continue this journey by celebrating the past quarter of a century, on supplying exclusive, high-quality educational toys innovating for the future, and designed to support the learning needs of all abilities championing the transformative power of play.

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and inclusive play experiences continue to stand the test of time. Following on from the popularity of its 2025 offerings, the focus this year is on key areas that define Eduk8 today – early years, sensory play, forest school, and outdoor learning, where the commitment to developing multipurpose, meaningful, fun, products is continuous. Sensory play remains at the heart of the company’s product development. For 25 years, it has designed products to help children self-regulate, concentrate, and express themselves. Awardwinning sensory resources including the much-loved Tangle range continue to provide children of all ages and abilities with opportunities to explore texture, movement, and touch. Whether used for calming, focusing, or simply developing fine motor skills, the sensory products support children’s emotional and physical wellbeing in profound, accessible ways. Outdoor learning continues to be recognised as a key factor for children’s

Eduk8 prides itself … 78

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2026 preview

STAND

Upper Level 142

Your destination is

Destination Boardgames The ever popular Destination Boardgames range is sure to be a hit at Toy Fair as the Rachel Lowe portfolio continues to go from strength to strength

RACHEL LOWE GAMES & PUZZLES 02392 704000 team@destinationboardgames.com www.destinationboardgames.com Rachel Lowe MBE is a serial entrepreneur and board games developer, best known for creating the best-selling Destination series of games. She is the founder of the Rachel Lowe Games & Puzzles brand, specialising in creating and distributing licensed board games, jigsaw puzzles, and card games. Rachel has been creating games since 2002, and over the course of her career, she has launched over 50 best-selling games and puzzles including products for multiple TV and film series, including Call The Midwife, Toy Story, Finding Nemo, Monsters Inc, The Incredibles, Harry Potter, The London 2012 Olympic Games, and Downton Abbey. Rachel Lowe Games & Puzzles is bringing people together at the London Toy Fair with an exciting range of Destination Board games, featuring both national and international editions. The range includes Destination The Repair Shop Board Game and 1,000 Piece Jigsaw Puzzle which will appeal to fans of the hit BBC show. Destination The Repair Shop is a family game that echoes the warm, wholesome

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feel of the show, making it ideal for get-togethers with family and friends. Players have their own van and will enjoy taking cherished heirlooms to The Barn for restoration. The game requires strategic thinking, as there are challenges along the way, and it is suitable for ages eight and up. Several other Destination games are available for 2026, including Destination USA, Destination Europe, Destination Christmas, Destination London, Destination World and Destination Star Trek. The Destination Christmas game is a very special edition as sales will support Cash for Kids Mission Christmas – a gift appeal that helps UK children living in poverty who would otherwise have nothing to open on Christmas Day. Destination World is suitable for very young children as the board is a map of the world and planes jet across to different destinations so they can learn fun facts about each country whilst they play. These new board games and puzzles join the existing line-up of Destination products which have been produced and distributed over the last 20 years. All of the Destination products are manufactured in FSC-accredited factories using responsibly sourced materials, reflecting our commitment to sustainability and protecting the planet for future generations.

Sales will support Cash for Kids Mission Christmas

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Behind the scenes Based on the hit BBC show, the Destination The Repair Shop game and jigsaw are the latest additions to the awardwinning range. Rachel Lowe went behind the scenes of The Repair Shop to unveil a number of new products hitting shelves this Christmas inspired by the hit BBC show. Destination The Repair Shop is a fun family game that echoes the warm, wholesome feel of the show, making it perfect for Christmas get-togethers. As Guardians of Heirlooms, players travel in their own Repair Shop Van between different Destinations on the board collecting precious heirlooms, such as an antique clock or an old train set to deliver back to The Repair Shop Barn, gathering Repair Shop Stars as they go. The player to have accumulated the most Repair Shop Stars by the end of the game wins. If you are a fan of this hit BBC TV show, you’ll find this an engaging and fun game for all the family which requires some strategic thinking along the way. Rachel, creator of the popular Destination games series, said: “It was an absolute pleasure to meet the cast and ‘reveal’ the board game to them. They loved playing it and I am certain fans of the show will love it too.” Alongside the game, a Destination The Repair Shop Jigsaw Puzzle is also available.

toysnplaythings.media

2026 preview

STAND

D25

Exciting multi brand launches KIDANTICS 01293 364364 | enquiries@kidantics.co.uk www.kidantics.co.uk KidAntics is gearing up for its most ambitious year yet, with a landmark multi brand launch set to take centre stage at London Toy Fair 2026. Debuting on stand D25, the company will introduce seven new brands to the UK and Ireland, alongside significant line extensions across its existing portfolio. As the exclusive distributor for all ranges, KidAntics is offering retailers a strengthened, opportunity rich selection across construction, crafts, STEM, plush, games, early learning and stationery. Brand Highlights Builderz – Designed for children aged 3+, Builderz introduces early engineering through colourful components, child-friendly tools and simple step-by-step builds. Vehicles, machines and more can be created through single and 2-in-1 sets combining hands on fun with educational value. Sandart – A proven winner for creative play, Sandart offers vibrant, mess-free craft kits that appeal to both kids and parents. Each themed scene, from animals to outer space, becomes a keepsake, delivering strong shelf appeal. Wild! Science – This award-winning STEM range brings real science to life with accessible, exciting experiments, from chemistry and biology to space and forensics. Bestsellers include slime making and DNA extraction kits. Wild! Craft – Perfect for gifting and parties, Wild! Craft delivers self-expression

KidAntics sources innovative and imaginative arts and crafts kits that inspire creativity in little ones. We have an extensive range of high-quality toys and kits, that parents and grandparents will want to buy

through lip balm labs, bath bomb kits, glitter tattoos and more. Bright packaging and trend-driven themes make the range an attractive impulse or seasonal buy. Roo Games – Offering fast, family-friendly gameplay with eco-conscious materials and modern twists on timeless play patterns. Easy to learn with broad age appeal, titles sit comfortably in the pricing sweet spot. One Love – A new plush line with standout sustainability credentials, One Love features soft toys and bag charms made entirely from recycled fabrics. Hug ready characters and accessible price points make the range ideal for both core and add on sales. Mier Edu – Making its UK & Ireland debut, Mier Edu supports developmental play from birth to age eight. Highlights include Build ’n Sound puzzles with engaging sound effects and compact Magnetic Puzzle Tins—strong picks for both specialist and general retail. Existing Brands Avenir grows its craft offer with a multitude of new product, including six new crochet animal kits, tapping into the trend for

cute and collectible DIY projects. Haku Yoka expands its colourful stationery lineup, appealing to both pocket-money and gifting markets. Wild Thingz extends imaginative play with new dinosaur hand and finger puppets, designed for high play value, collectability and impulse appeal.

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KidAntics is offering retailers a strengthened, opportunity rich selection

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Retail & Marketing Support KidAntics will support launches with CDUs and FSDUs for standout displays, eye catching packaging, promotions, digital content, influencer partnerships and a bank of images and videos. This combined trade and consumer approach is designed to maximise awareness and drive sell through. With seven new brands launching in January 2026 plus fresh products across existing ranges, KidAntics is offering retailers a broad portfolio of high-quality lines. Exclusive UK & Ireland distribution ensures partners can access a diverse mix of construction, crafts, STEM, plush, games and creative play from the very start of the year.

KidAntics aims … to be as environmentally conscious as possible and are committed to reducing our environmental footprint through eco-friendly initiatives right through the supply chain 82

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2026 preview THE PUPPET COMPANY STAND

01462 446040 | info@thepuppetcompany.com www.thepuppetcompany.com

H46

A world of plush

puppet joy The 2026 Toy Fair will be the most important to date for The Puppet Company and its plush-focused sister brand Wilberry Toys. Not only is the company announcing a large number of major new product launches and extensions – it is also celebrating 25 years in the toy business. It is still a family-run company with the same focus on positive values and good business practices that it had in 2001. Sue Lockey, owner & co-founder says: “We are very proud to still be producing popular ranges of puppets and plush toys in our 25th year.” Toy Fair visitors can find out about the (still) growing, selection of over 800 puppets and soft toys, one that ranges from animals, people, characters, vehicles, books with puppets, and animal backpacks to licensed names like the Natural History Museum, Paddington and Elmer, and collaborations with ZSL (Zoological Society of London), and RSPB. The recent product launch from licensing partner the Natural History Museum is one of the stand highlights: a Dinosaur Plush collection featuring six legendary prehistoric beasts – a Stegosaurus, a Tyrannosaurus rex, a Triceratops, a Quetzalcoatlus, a Velociraptor and a Diplodocus.

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The RSPB Bug Hotel is a specially designed home for four finger puppets

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The Puppet Company will celebrate multiple major new launches – and a very important anniversary – at Toy Fair 2026. Keep an eye out for velociraptors, vehicles, bears and bugs

This collection is not just fun – it also helps support learning, encouraging communication and creative play. The new ZSL Animal Backpacks are made from the softest plush with exceptional attention to detail and are hugely appealing to young and old alike. Each backpack is designed to 'cuddle' the user while being carried, whether worn on the front or back. The ZSL Jumbo Friends, meanwhile, is a stand-out collection of large animal head puppets that combine excellent working mouth movement with wonderful attention to detail and finishes. The RSPB is also highlighted thanks to a new addition to the best-selling HideAway Puppets collection. The RSPB Bug Hotel is a specially designed home for four finger puppets – a female ladybird spider, a red mason bee, a sevenspot ladybird and a common woodlouse. The company has also been targeting character licensing. Elmer the Patchwork Elephant and Paddington lead the way, with more exciting partnerships to be announced soon. Specifically designed to be as accessible as possible, the Puppet Company’s Elmer puppets encourage imaginative play and

Recycled materials … and ensuring that manufacturing is carried out to the highest possible safety and quality standards are integral to The Puppet Company’s philosophy. This is underlined by new additions to the ever-popular collection of over 40 Eco Puppet Buddies: a puffin, a donkey and a bear. All Eco Animal Puppet Buddies are made with embroidered eyes and 100% recycled plastic bottles. 84

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are ideal for bringing David McKee’s much-loved Elmer stories to life. In the trademark rainbow patchwork colours, with lovely big ears and a friendly face, the My First Elmer glove puppet and the Elmer Finger Puppet are easy to use for both adults and children and ideal story time companions. Paddington fans can enjoy My Baby Paddington, a classic puppet for all ages, the highly interactive Paddington TV, inspired by The Adventures of Paddington series (and complete with Marmalade sandwich). Wilberry Toys, The Puppet Company’s sister brand specialising in beautifully crafted, plush soft toys, is also highlighted, notably the stunning new Wilberry Water Wonders, a collection of eight colourful plush sea dwellers, Wilberry Jungle Friends, featuring a monkey, a lion, a hippo, an elephant and a giraffe, and the Wilberry Teddy Bears Picnic Set, three charmingly dressed mini teddy bear soft toys, picnic basket – and even a little tablecloth. The delightful new Wilberry Plush Dancers collection of mini dancer dolls includes an elephant, a dog, a cat, a bunny and a bear. By contrast, babies and toddlers are very much a target audience for The My Cuddly Puppet collection.

2026 preview

STAND

VTECH LEAPFROG 01235 555545 trade.sales@vtecheu.com www.vtech.co.uk

Exciting expansions VTech is preparing for a strong Spring 2026 with a selection of new products joining its popular Toddler and Marble Rush ranges, bringing fresh ideas and even more imaginative play to families Children can look forward to the new Trotting Tunes Hobby Horse, a lively companion that encourages movement and active play. Young riders can choose between music and learning modes, enjoying cheerful songs, playful phrases and simple horse facts. A motion sensor responds to the child’s pace, playing soft melodies during a slow trot or more energetic music during a fast gallop. A light up star button adds extra sound effects and musical surprises. With quick two step assembly, the hobby horse is ready for riding adventures in minutes. VTech is also expanding the Marble Rush world into Preschool with the introduction of the Marble Rush Safari Slides play set. This junior friendly set includes 58 building pieces, a themed mat, 10 decorative cards and six animal marbles. Three character

friends Giraffe, Elephant and Alligator are included for storytelling fun. Children can watch the marbles spiral through a tall vortex and race through colourful safari tracks. The set is compatible with other Marble Rush builds and includes a clear colour coded guide to help young builders get started. Endorsed by 96% of teachers and products designed by learning experts, LeapFrog continues to support and inspire children to learn and develop through play. Following the hugely successful launch of LeapMove, LeapFrog is excited to project the product’s success into 2026 and beyond. The innovative gaming console which combines movement, gaming and learning now introduces brand new

Product ages for kids Trotting Tunes Hobby Horse: Age 2+ years. Marble Rush Safari Slides: Age 3+ years. LeapMove: Age four to seven years. 123 Bounce with Me Penguin: Age 9+ months. 6-in-1 Snap & Learn Busy Cube: Age 12+ months. 86

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downloads inclusive of two player

LeapFrog games in addition to favourite continues to licences. In 2025, consumers encountered a vibrant and highsupport and inspire children to impact PR and media campaign learn and develop for LeapMove. The launch featured a standout CGI stunt, an through play immersive experiential pod, and

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an always-on presence across TV and digital channels. Alongside national TV coverage, influencers and creators generated a wealth of engaging content, showcasing LeapMove being enjoyed in homes across the country. LeapFrog will build on this momentum in 2026, continuing its dynamic marketing strategy with strong investment behind the console’s new developments and features. LeapFrog announces an exciting expansion to its baby range for Spring 2026, featuring new products including the 123 Bounce with Me Penguin, which inspires infants to get moving and the 6-in-1 Snap & Learn Busy Cube, developed to boost cognitive development and keep little hands busy. VTech and LeapFrog have so many new and innovative products to see at Toy Fair 2026.

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BTL DIFFUSION UK LTD

Graeme Hargreaves contact@btl-diffusion.co.uk +44 7399 511 290

London Toy Fair: Stand E46 Spring Fair: 4F40 in Hall 4

2026 preview STAND

E46

Award-winning

brands BTL DIFFUSION UK

BTL Diffusion UK is delighted to announce its return to London Toy Fair in 2026, where the team will be showcasing a carefully curated portfolio of high-quality children’s toy and gift brands

0161 706 1337 | contact@btl-diffusion.co.uk As one of the UK’s fastest-growing distributors within the children’s market, BTL Diffusion UK continues to build strong, long-term partnerships with retailers across the UK. The 2026 exhibitions mark an exciting milestone for the business, with what promises to be BTL’s most compelling line-up to date. Visitors to the BTL Diffusion UK stand will be among the first to discover a range of exciting new product launches across the company’s award-winning brands, alongside the introduction of new additions to the portfolio for 2026. With a clear focus on premium design, educational value, and products that genuinely support both children and parents, BTL’s ranges continue to resonate strongly with retailers seeking thoughtful, reliable, and excellent quality products. Among the brands BTL Diffusion will showcase is Cloud b, a brand that continues to be a standout favourite. Renowned globally as a pioneer in children’s sleep and wellbeing, Cloud b has been supporting families for over 20 years. Its awardwinning nightlights, soothing sound products, and comforting plush companions are thoughtfully designed to ease bedtime routines and promote better sleep, making the brand a trusted staple for parents and

caregivers worldwide. Little Big Friends, with their instantly recognisable soft vegan-leather animal characters, continue to charm retailers and parents alike. Designed to both entertain toddlers, the Little Big Friends universe has expanded into multiple themed ranges loved across Europe. A new baby range is now available from soft comforters to, squeakers and activity books. Speedy Monkey offers beautifully crafted eco-friendly wooden and early-learning toys designed to inspire imaginative play. With a warm aesthetic and educational value at its heart, the range appeals to retailers seeking quality, charm, and longevity on their shelves. Yookidoo, known for its ingenious bath toys and developmental play concepts, brings innovation to everyday moments. Their products encourage exploration, motor skills, and sensory development through fun, interactive designs and within the range they also offer a good selection of activity toys and play gyms. This year also marks the introduction of Sycomore, a French brand celebrated

for creative craft kits, art activities, and imaginative play sets that spark children’s creativity while supporting key developmental stages. Suitable for a broad age range from toddlers right through to adults.

Meet Sycomore Don’t miss the newly introduced Sycomore, a French brand of creative kits and art sets, designed to spark imaginations in kids both big and small, from toddlers all the way up to adults. 88

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Air-popping fun aplenty UNIVERSITY GAMES 0207 254 0100 sales@ugames.uk.com www.university-games.co.uk

STAND

E50

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This year’s highlights include major launches This across The Adventures of inspiring range Paddington, Peppa Pig, educational Lift introduces That’s Not My… and the and Learn Puzzle colour ever-popular Squeeze showcasing little ones’ and object Poppers. favourite vehicles from Leading the way is Peppa Pig. recognition – the new Peppa Pig The award-winning encouraging educational range, Learning Journey sensory combining the instantly educational line exploration recognisable Peppa expands further this Pig characters with the year with an proven success of The Learning exciting new partnership Journey’s educational games. Set with the best-selling to launch this spring/summer, sensory-rich touch-andthe range includes Match It! Tins feel board books That’s including My First Match It! Peppa’s Not My… The new preschool World and My First Match It! Then range features bold, bright there’s Peppa’s Friends & Family, a illustrations alongside beautifully illustrated Magnetic Sort textured patches, fuzzy and Learn Colours game featuring areas, and tactile surprises. Peppa’s famous Party Bus, and an Suitable from 18 months,

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it includes two 12-piece Floor Puzzles—That’s Not My… First Animals and That’s Not My… First Vehicles – plus two 4-in-1 Puzzle Sets focusing on My Favourites and Zoo Animals. There are also two That’s Not My… My First Match It! Games focusing on Animals and Things That Go. This inspiring range introduces colour and object recognition – encouraging sensory exploration, and helps develop focus, problemsolving,

Classic Limited Editions

and fine motor skills. Each product comes in colourful packaging with a rope handle and a textured sample piece, creating an enticing sensory experience at retail. There is a fresh new look for the best-selling Paddington range. Now featuring artwork from the awardwinning TV series, The Adventures of Paddington, the range includes Dominoes, Find It Fast, and Spot the Difference games, as well as a refreshed immersive Sightseeing Board Game, where players help Paddington explore iconic London landmarks and fill his scrapbook. Following a hugely successful few years with sports and Football games and Puzzle, University Games will be delivering an array of games and toys for sports fans this year.

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F36

LE TOY VAN 020 8979 2036 | sales@letoyvan.com letoyvan.co.uk Le Toy Van is unveiling its Limited Edition Wooden Classic Cars Collection at both the London Toy Fair and Spielwarenmesse, and arriving for SS26. Inspired by Surrey’s motoring heritage, home of the AC Cobra, John ‘Mini’ Cooper and Hawker aircraft, each car is proudly crafted where British engineering made its mark. The family-owned business has lovingly given each model a unique name inspired by its design,making every car a collectible in its own right. Hand-built and individually numbered, each vehicle is made from FSCcertified birchwood and beechwood and is completely plastic-free. Featuring 360-degree high-detail artwork and innovative wooden wheels, the collection offers a premium, sustainable alternative to plastic toys. With over 50 designs to discover, the range complements Le Toy Van’s popular trains and garages, blending timeless play with Montessori-inspired learning. Presented in carbon-neutral packaging and proudly made in England, this launch celebrates British craftsmanship, design, and sustainability.

JANUARY 2026

Beautifully designed POS merchandising will also be available to support in-store launches. Le Toy Van’s Limited Edition Wooden Classic Cars Collection is a nostalgic yet contemporary celebration of collectables, designed to inspire a new generation of enthusiasts while appealing to children and kidults alike.

2026 preview

Iconic brands and exciting licences

Cartamundi is gearing up for London Toy Fair 2026 with a showcase that promises to excite retailers, and families alike.

CARTAMUNDI

STAND

F70

01268 511522 | scott.garnerbundy-higgs@cartamundi.com | www.cartamundi.com/en Known worldwide for its expertise in cards and games, Cartamundi blends heritage, and beloved licences to create products that inspire play across generations. Its global brand portfolio includes a suite of heritage brands which go back as far as 1848, including global brands like Bicycle, Copag, Shuffle and many locally loved brands. These combine craftsmanship with innovation as the basis for their continued relevance and positive contribution to the local communities that love and use them. “London Toy Fair is the perfect stage to show how we combine tradition with the latest trends,” says Scott GarnerbundyHiggs, Cartamundi’s key contact for partnerships and retail solutions. “We’re excited to share products that will delight families and collectors alike.” Bicycle: iconic quality meets new licences

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Fresh from celebrating its 140th Toy Fair is anniversary, Bicycle continues to the perfect stage evolve with new licenced decks and family-friendly games. Expect vibrant to show how we designs featuring Bluey, Pixar’s combine tradition Cars, Disney’s Fantasia, and a festive with the latest Mickey & Friends Holiday Edition trends (launching Autumn/Winter 2026). Stitch fans will love the refreshed purple tuck box edition, adding a bold twist to a fan favourite. For younger players, Cartamundi introduces Bicycle 3-in-1 card games, combining classic gameplay with favourite characters like Mickey & Friends and Pixar heroes. Plus, don’t miss Forks, a hilarious twist on “Spoons” starring Forky from Toy Story. These innovations are supported

Cartamundi is … the worldwide leader in “play” solutions. Its team is united in delivering a common purpose of “sharing the magic of playing together.” The opportunity to “play” gives all the ability to connect, de-stress and learn something new. It is promoting “play” through its extensive global portfolio of (playing) card brands, while in unison, continuing to invest in manufacturing and innovation to bring new ideas to life. These contributions ensure it is the trusted partner of leading toy companies around the world. 90

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by new retail display solutions, designed to maximize shelf impact and make impulse purchases easy. Copag: premium poker for retail Known for its superior quality among poker enthusiasts, Copag is ready to make waves in retail. Visitors can explore exclusive World Series of Poker (WSOP) branded products, bringing the thrill of the world’s biggest poker event into homes. This premium proposition is perfect for retailers looking to tap into the growing poker trend with trusted, high-quality, durable and 100% plastic cards. Shuffle: family fun with a twist Shuffle remains a family favourite, now refreshed with exciting licences. Colour Addict Kids Stitch brings playful chaos for younger players, while Hello Kitty joins the iconic 4-in-1 range, ensuring there’s something for every child. Shuffle games are quick, fun, and perfect for family play. On top they are ideal for retailers seeking accessible entertainment.

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A major passion for toys and more

STAND

UN75

CRAZE TOYS 07908 793246 | sales@craze-group.com | www.craze.toys/en Craze Toys is bursting onto the UK scene in 2026 and will be making its London Toy Fair debut to showcase its award-winning portfolio of bathtime inspired surprise toys, collectable figures, creative play, plush and seasonal gifting The Craze Group is passionate about developing toys and cosmetics that inspire children, parents and young adults worldwide. Its brands are among the most dynamic in the industry and focus on creativity, quality and strong licenses. Founded in 2012, Craze has become one of the German-speaking region’s most dynamic, energetic and widely distributed toy companies, and its presence at Toy Fair reflects a business expanding not only in scale, but also in creative ambition. Craze is proud of its ability to blend market leadership in established categories with a continuous flow of new ideas. Whether through bathtime innovation, high-quality plush, advanced compounds, arts & craft formats or collectible lines, Craze maintains a sharp focus on safety, design and retail performance. As the company prepares for further international growth, including a major push into the UK under the guidance of Head of Sales Alf Blohm, this year’s trade show season will demonstrate the breadth and depth of Craze’s appealing offering.

With a strong focus on licensing and surprise play, the hero in Craze’s UK launch plan is its own brand Inkee. First launched in Germany in 2017, Inkee had a clear mission to turn bathtime into a fun adventure for children and now combines its fizzing bath bombs with collectable figures from some of the world’s hottest properties, including Paw Patrol, Peppa Pig, Hello Kitty and SpongeBob. With bright colours, creative shapes and sweet scents, all dermatologically tested and 100% vegan, Inkee turns bathtime into a playground of the senses and delivers a wow reveal play element as children watch in wonder to see which character is hidden inside their bath bomb. Also being demonstrated on the Toy Fair stand will be Craze’s compound and creative play brands Magic Dough and Magic Slime, as well as its own

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the hero in Craze’s UK launch plan is its own brand Inkee

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collectable brand Galupy which will offer UK buyers a new high-quality, extremely detailed series of unicorn figures to help drive impulse and repeat pocket money purchases. Visit Craze Toys at Toy Fair to discover all the exciting launches for the year ahead and to discuss how it can support customers with vibrant point of sale and marketing activity. For a more in-depth look at everything Craze has to offer across bath time, compounds, plush and seasonal gift sets, the team will also be in Nuremberg. Are you ready to become part of something big? Then the Craze Group is exactly the right company for you.

Spider-Man Dobbles the fun ASMODEE 01420 593593 | info@asmodee.co.uk | www.asmodee.co.uk

STAND

N12

your favourite heroes Asmodee providing distribution

JANUARY 2026

Asmodee loves games and wants to share that passion Spider-Man Dobble is a game of visual recognition – players have to spot matching symbols shown on the cards. Players take turns to uncover cards, and whoever spots the matching pair of symbols claims the first card – then they begin uncovering more cards until the card deck is exhausted – whoever has claimed the most cards wins. Find Spider-Man, Venom, Aunt May and all from the Spider-man comic books. collaborates with studios around the world, support and access to its extensive network.

2026 preview STAND

N14

Keeping the

fun alive JOHN ADAMS LEISURE 01480 414361 sales@johnadams.co.uk www.johnadams.co.uk

Explore the complete AW 2026 John Adams range at London Toy Fair

An exciting journey

of discovery

Clementoni is proud to be unveiling a bold 2026 line-up designed to support children’s development

CLEMENTONI 0203 383 2020 | uk@clementoni.com | en.clementoni.com Play is an activity that shapes our personality as we embark on life's long journey of discovery and experience growth, stimulated by new ideas and aided by our imagination. The early years range grows with the introduction of Melody of Dreams, a 2-in-1 baby sleep soother and developmental toy, offering calming night-time audio and cry sensor, and three engaging day-time game modes. Sleepy-Time Bear is an innovative bedtime companion which aligns with how newborns mimic what they see and hear around them. With a story button and a unique ‘yawn’, the bear is a super soft plush ready for cuddles. Baby Clementoni is a complete range designed to support children as they grow and offers products for each stage of development. Chase’n’Spin Hedgehog delivers big “wow” moments and laughter-filled play with three different ‘grow with me’ game modes to encourage chasing and coordination. Soft Clemmy is the first and original soft play block range designed to create a multi-sensory play experience from baby's earliest months onwards. Following the success of the Idea! Pen Creator Studio, the concept is evolving for 2026 with Marker Creator

Studio which takes pen creation to the next level. Children can not only make a decorative marker pen but can endlessly redesign to incorporate different decorations. Science and STEM are front and centre, with interactive sets that use real scientific phenomena and children’s natural curiosity to deliver independent learning and clear educational benefits. Ecosphere is a hands-on ecosystem kit designed to help children explore the water cycle, soil layers and plant growth. Solar System Explorer brings the planets to children’s fingertips and lets them experience a high-quality rotating solar system model with AR technology and star projection. Clementoni is rewriting the rules of mechanics with its most ambitious reengineering to date, setting a new standard for the category. The refreshed Mechanics line combines exciting new licences with 30% bigger builds, richer detail, and 20% more components in each set to explore the science of mechanics like never before. Disco Draw taps into Clementoni’s signature creativity with the booming party-game trend, with simple rules.

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Showcasing new lines in core categories including craft, preschool, science, games and dolls, John Adams continues to build on its successful heritage in the creative play category with several new launches and range extensions. The Pin It! Badge Maker lets kids pop, paint, pin and wear custom badges that dry in just five minutes. Each set creates unique, collectible badges to wear and share, tapping into evergreen fashion accessory trends. Pin It! has strong gift potential with the main set and repeat purchase opportunities with themed refill kits. Following the huge success of Puffy Pouches, the Mini Mart is now open. Make four foodie themed Puffy Pouches to squish, customise and share. Fill your Puffy Pouches with decorations to make fun supermarket squishy pouches, then laminate and attach to backpacks, pencil cases and keychains. All key brands will receive comprehensive marketing support across VOD, digital, social platforms, plus PR and influencer campaigns.

toysnplaythings.media

It’s party time again

with Smiffys SMIFFYS 0800 590599 | sales@smiffys.com | www.smiffystrade.com

Smiffys is renowned for providing quality, innovative and fun designs for its customers who love to stand out from the crowd and celebrate in style with a sense of humour Smiffys is preparing for a major presence at The Toy Fair in London, where the company will unveil an extensive lineup of new costumes and accessories for 2026 at Stand N25. This year’s showcase highlights Smiffys commitment to creativity, strong licensing partnerships, and inspiring imaginative role play. A major feature for Smiffys will be its new officially licensed collections. The company is expanding its literary classics offering with plush all-in-one Peter Rabbit and Flopsy costumes for children aged 2 to 9 years old. These soft, storybook-inspired designs are set to be popular choices for

Book Day. Smiffys will also showcase the new The Very Hungry Caterpillar range, including both Caterpillar and Butterfly options that incorporate the iconic illustrations and bright, vibrant prints associated with Eric Carle’s beloved work. Adding to the licensed lineup is a new Tom Gates costume. Launching ahead of the property’s 15th anniversary in 2026, this innovative design features a customisable colourin cover, encouraging children to express their creativity through the playful doodle art style that defines the hit book series. These new licensed launches further expand the Smiffys children’s range, offering retailers fresh designs for Book Day and at home play that connect dressup with children’s literature. In addition to its licensed releases, Smiffys will debut a variety of new dress-up lines for 2026. These include a refreshed collection of princess dresses complete with matching tiaras, designed to elevate classic fantasy role play with whimsical fabrics and coordinated accessories. Smiffys is also launching a selection of occupation costumes and accessory kits that inspire children to explore imaginative career based play, from aspiring astronauts to firefighters. Completing the new lineup is an expanded range of animal costumes, featuring popular favourites and on trend additions such as the increasingly beloved Capybara,

STAND

N25

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Fan favourite ranges such as The Addams Family, Ghostbusters, Unicorn Academy, and Dragon Ball Z will be showcased

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reflecting current social media driven animal trends. Smiffys will also spotlight its top-selling licensed costumes. Fan favourite ranges such as The Addams Family, Ghostbusters, Unicorn Academy, and Dragon Ball Z will be showcased, highlighting their continued popularity across retail channels. The company will further present its iconic Cat in the Hat and The Grinch costumes, available in matching adult and child designs —an ideal choice for family events, school celebrations, and teachers looking for standout Book Day outfits. With a vibrant mix of new licensed releases, imaginative core designs, and evergreen bestsellers, the Smiffys children’s range has many exciting new additions for 2026. Retailers attending The Toy Fair are invited to explore the full range and meet the team.

Smiffys is … a leading global supplier of fancy dress costumes, wigs, accessories and make-up. Its catalogue contains over 5,000 innovative party,halloween and carnival products. Smiffys also carries an extensive portfolio of licences, bringing to life iconic characters in costume across many genres and target audiences including Top Gun, Grease, Warner Brothers, Dr Seuss, Peter Rabbit and many more

JANUARY 2026

IN FOCUS

PREMIER HALLOWEEN

Autumn & Halloween 2026

when two become one There has been a huge amount of development work this year across our other divisions which customers have welcome during their showroom visits.

The Autumn and Halloween seasons beautifully overlap, sharing a rich, harmonious colour story – so we at Premier have combined them into one inspiring catalogue. Our new Autumn range is unveiled in all its splendour, with tones of oranges, deep yellows, olive, and cinnamon across a wide range of home décor items. Explore our exclusive Flickabrights candles, elegant glass ornaments, charming lit and unlit houses, rustic woodland creatures, ambient lighting, and stunning floristry: a collection crafted to ignite excitement for the season ahead. Scentsicles return to elevate the experience with captivating new fragrances Apples & Autumn. Pumpkin & Cider, and Into the Vanilla Woods each evoking the comforting warmth of cosy evenings and crackling fires as the nights draw in. As we transition into Halloween, the

palette comes alive with punchy hues of lime green, purple, orange, and black. This year’s collection takes on a softer, more playful tone, featuring room and party decorations, quirky plush characters, exclusive Ghost characters and our beautiful, exclusive Flickabrights candles paired with matching lanterns. Traditional favourites remain too - from trick-or-treat essentials and pumpkin carving tools to timeless classics like spiders, bats, skeletons, and animated figures galore. Once again, Scentsicles bring their magic to Halloween with Witches’ Berry Brew and Pumpkin & Cider, adding an enchanting scented highlight to the range. To make sure your shopping experience is as smooth as possible, you can order via our online portal at www.premierdec.com or get in touch with our friendly customer service team for personalised assistance. Our expert Premier Sales Account Managers are also ready and happy to

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Our new Autumn range is unveiled in all its splendour, with tones of oranges, deep yellows, olive, and cinnamon across a wide range of home décor items.

assist you in making the best choices. We also invite you to join us at the Harrogate Christmas and Gift from Sunday 11th Wednesday 14th January 2026 in Hall H. It is the perfect chance to experience both ranges, firsthand and get inspired for next season. We look forward to seeing you!”

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For more information visit: www.premierdec.com | 0208 624 5555 94

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2026 preview

Spring is in the Fair Spring Fair brings together toys, home and gift buyers and suppliers of all sizes from across the industry to create new business opportunities What: Spring Fair | Where: NEC, Birmingham | When: February 1-4 | Web: www.springfair.com Spring Fair 2026 connects buyers with brands that shape the seasons ahead, and is set to continue its success beyond the 2025 75th anniversary show. This year’s programme goes straight to the heart of retail alchemy, showcasing ideas brought to life by industry leaders who’ll show you how to do the same. Every session delivers actionable insight you can implement right away. Today’s retailers blend categories and ideas – home with fashion, gift with lifestyle, design with functionality. You’re the masters of the mix, redefining what modern retail looks like. Spring Fair has evolved to reflect that energy – where creativity meets commerce, and every connection sparks something new. From statement pieces to everyday bestsellers, Spring Fair is where you’ll find the products that make your store stand out. Explore every aisle, meet the people behind the brands and discover the collections your customers will be asking for next season. If you’re searching for products that will stand out on your shelves, Spring Fair is exactly where you’ll find them. Meet thousands of suppliers, source the products that sell, and tap into an agenda built for retailers – from trend insights to business strategy. Whether you’re stocking shelves or designing interiors, four days here will shape your year ahead. 96

There’s a full and exciting events agenda across the show. This year’s programme goes straight to the heart of retail alchemy, showcasing ideas brought to life by industry leaders who’ll show you how to do the same. Every session delivers actionable insights. Hear from retail experts, brand founders and creative leaders reinventing how products are sourced, styled and sold to stay ahead of the curve. One great session will be “How Social Commerce is Redefining Retail” in which Alison Battisby of Avocado Social will set out how shoppable content and AI are changing product discovery and buying behaviour – plus how retailers can turn social platforms into sales channels. Kids, Toys & Play Explore the magical world of children’s toys, games and gadgets. From well-known classics, to new and exciting games, spark your imagination with a vast selection of plush and wooden toys that will fly off the shelves! Discover beautiful, handcrafted toys, brain-teasing puzzles and must-have high-tech gadgets in this exciting sector. Nursery toys – discover the joy of toys with these collections made for little ones. Shop for everything from plush toys and teddy bears to wooden toys and learning aids that elevate any playtime experience. Electronic toys & gadgets – build,

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Explore every aisle, meet the people behind the brands and discover the collections

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master and play with Spring Fair’s selection of electronic toys. From racing cars and models to the latest attention grabbing electrical toys, this is where innovation comes to life. Games – Discover products at play with a wide range of games. This sector shows off board games for all ages, nostalgia-worthy classic games, educational games to promote learning and playing, brain-teasing puzzles and card games that make group activities fun.

Toys exhibitors Bigjigs Toys – 5H02 BTL Diffusion – 4F40 Cartamundi – 5H23 Depesche UK – 5E24-F25 Floss & Rock – 5E20-F21 Keel Toys – 5H20-J21 Rainbow Designs – 4J25 Ravensburger – 5G24 SES Creative – 5F40 Smart Toys and Games – 5F02 Thames & Kosmos – 5K02 TY UK – 5F10-5E10 Wilton Bradley – 5G30-H31

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2026 preview

Loved by customers

Trusted by retailers

KEEL TOYS LIMITED 01233 506363 | sales@keeltoys.com www.keeltoys.com

Stand: 5H20-J21

As a retailer, your shelves tell a story. When bestsellers are out of stock, it’s more than a missed sale. You lose repeat customers, impulse buys, and the quiet confidence that your supply chain has your back. Here at Keel Toys we design soft toys that customers fall in love with whilst giving retailers something even more valuable: dependable stock, competitive pricing, and a trusted, growing sustainability message through our Keeleco collection. We help you fill your shelves with products that don’t just look good but feel good to sell. Ranges that turn browsers into buyers, and if one item’s out of stock? There’s always something else ready to take its place and fly off the shelves.

At Spring Fair we’re giving our customers the exclusive opportunity to preview and order more than 100 brand-new lines for 2026. Among them, our evolved Keeleco Wildlife, Farm, Sealife & Dinosaur collections. Since launching Keeleco five years ago, we’ve recycled over a billion water bottles in the manufacture of this truly remarkable range. Each item reimagined in the finest, softest recycled fabrics with embroidered detailing and our FSC certified iconic logo tag. Fresh launches – Keeleco Seasonal, Greenhouse & Bag Charms Discover our new seasonal ranges that highlight the cutting-edge in fabric innovation. Featuring luxuriously soft eco-friendly fabrics, our festive huskies, gingerbread men and plush Christmas trees are simply irresistible. Add whimsical charm to your shelves with the truly adorable cozy season, Christmas themed characters sat on their own individual mini sofas, or bring some spooky fun with Halloween themed scented bakery, bats and even the cutest mini ghosts. Introducing the

Bring “ some spooky fun with Halloween themed scented bakery, bats and even the cutest mini ghosts

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Keeleco Greenhouse range, 12 beautiful botanicals made from the most luxurious velvet fabrics, each design is more vibrant than the next from snowdrops and pansies to succulents and cherry blossoms. Even the most unsuccessful gardener will be able to keep this wonderful collection in bloom all year round. Keeleco Bag Charms offer the most comprehensive collection of bag charms on the market; From Keeleco Sealife and Wildlife to Food and Plants, these mini masterpieces include an exclusive Keel Toys logo spinner. Paired with a specially designed display spinner stand, these charms will steal the spotlight in any store. Open for business – all day and every day. So why not visit the Keel Toys stand to see our full product range.

The Keeleco story has … … now grown to over 450 products – Wild, Farm, Sealife, Dinosaurs, Teddy Bears, Puppies, Kittens, Nursery, Pink, Handpuppets and Keeleco Greenhouse collection

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A century of Disney and Winnie RAINBOW DESIGNS

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

Stands: Hall 4 – J25 & Hall 3A – M10/M11 Rainbow will be showcasing its full 2026 collection and the very best in classic characters, including Paddington, Peter Rabbit, Disney Winnie the Pooh and Guess How Much I Love You, plus exciting new additions for 2026: Disney Dumbo, Care Bears Baby and Pembe the Pink Cat. The international viral sensation Pembe the Pink Cat will be making its Spring Fair debut, as Rainbow introduces its plush collectibles range. Blending the sweet aesthetic of Japanese kawaii with the subtle charm of Danish design, Pembe inspires individuality, inclusivity and self-expression. The adorable plush collection from Rainbow features six cuddly 15cm cuddly toys, each paired with a positive affirmation, such as Be You, Have a Hug or Thank You, alongside six collectible keychains and three super-soft 23cm plush characters. Designed to appeal to tweens and young adults alike, Pembe offers a thoughtful, giftable collection that adds a little joy to everyday life. A century of Disney magic will be celebrated and commemorate 100 years of Winnie the

Pooh. To honour this extraordinary milestone, Rainbow Designs will launch a special anniversary collection, that includes an adorable commemorative Winnie the Pooh Plush alongside a beautiful Gift Set complete with a baby soft Winnie the Pooh toy, illustrated comforter and an engaging ring rattle. These keepsake pieces offer perfect gifting options for new arrivals and special occasions. The all-new Care Bears Baby collection is set to delight both nostalgic fans and today’s youngest families. Rooted in the timeless values of love, kindness and friendship, the range captures the warmth of the original 1980s characters while introducing them to a whole new generation. Baby-soft, loveable versions of Cheer Bear, Funshine Bear and Bedtime Bear feature across a beautiful assortment of infant toys, including ring rattles, comforters and the My First Care Bear soft toy. Disney Dumbo also joins the Rainbow family this year with an adorable infant collection inspired by the gentle, big-hearted baby elephant. Crafted from tactile, baby-safe materials, the range includes a ring rattle,

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2026 preview

Rock on!

FLOSS & ROCK 01253 831500 enquiries@flossandrock.co.uk www.flossandrock.co.uk

Stand: 5E20-F21

As ever, Spring Fair will see Floss and Rock setting quality to the highest standard with all products tested to meet the most demanding international requirements We are so excited about SS26. Not only are we celebrating our 10th birthday, we are also going to be showing you our biggest ever product launch. A brief introduction into ‘what’s new’ and what we really want to shout about.

we had to “ ensure we kept our high quality and Floss & Rock DNA

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We have placed a huge emphasis on value. This coming season we recognise the need for an ‘entry’ price point. This has been a challenge as most important of all, while designing this new price bracket, we had to ensure we kept our high quality and Floss & Rock DNA. We have done both and are super proud to launch products ranging across a number of price levels. This will encourage a much faster turnover of products in store and hopefully some good volumes. Some good examples are the colouring book which has a sheet of stickers and is scented when scratched. There are also matching packs of coloured pencils and matching rulers which make a perfect party gift when put into a set. There are all sorts of other fun ‘play’ lines such as wooden yo-yo’s, tilt puzzles, bouncy balls and multi click pens to name but a few. We are equally excited about our brand-new range, ‘Fashion Friends’. A collection of nine products aimed at slightly older chldren (7-10). Again, value has been key whilst developing

these lines and we hope to expand this into AW26. We have to mention our jigsaw puzzles as well. For years we only ever sold shaped puzzles in shaped boxes. This season we are launching the most impactful, practical and fun collection of puzzles out there. They also have a brilliant price tag. Our ‘Magic Colour’ category continues to grow and is permanently in our top three sellers every single week and also, our ‘Magnetic Play’ category where we have re-designed our Magnetic Play Scenes to do even more and be lower in price. Finally…we have eventually, after many years of requests, designed a Floss & Rock branded, floor standing display unit. It has space for 28 hooks and two shelves, which make a perfect mix for displaying our super fun products. Coupled with the lovely white metal table and shelf stands we launched this year we have it covered. Come and see us at Spring Fair, one of the many shows, and we’ll hand you our brandnew catalogue in a lovely little tote bag.

Floss & Rock is … an award-winning, international children’s toy and gift brand based in Blackpool – the home of Candy ‘Floss’ and sticks of ‘Rock’ – hence the name! 100

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Classics and

favourites UNIVERSITY GAMES 0207 254 0100 sales@ugames.uk.com www.university-games.co.uk

Stand: 4E24-F25 University Games and Lagoon have a world of games, puzzle and gifts to choose from which are perfect for the whole family Don’t miss University Games’ 700-strong range of games, puzzles and gifts catering from preschool to adult and for the whole family in between, there really is a game for everyone! See firm favourites including Smart Ass, Perudo, Subbuteo, Yes! No! and Don’t Say It, as well as the popular new additions, Bullseye and the new educational build and play STEAM 3D science toys in partnership with National Geographic. You can’t beat a bit of Bully! The TV classic Bullseye returned to our screens in 2025 with new host Andrew ‘Freddie’ Flintoff, and the new University Games’ Bullseye Board Game and Mini Game. Heading up the children’s portfolio are firm favourites, The Core 4: What’s Up, Charades For Kids, Don’t Say it and Yes! No! Also available is an extensive range of licensed games and puzzles featuring some of literature’s favourite children’s characters including Roald Dahl, Paddington, The World of David Walliams, Horrid Henry, Where’s Wally and Horrible Histories. In addition, there is an extensive collection of jigsaw puzzles and creative games available for Preschoolers, featuring brands that include The Very Hungry Caterpillar, The Tiger Who Came to Tea, We’re Going on a Bear Hunt, The World of Dinosaur Roar, and Mog, the Forgetful Cat. The Learning Journey range offers over 50 educational and STEM lines, focusing on the key learning ages and stages from baby and preschool, through to 12 years old. Then there’s the extensive collection of family jigsaws.

Depesche … develops and markets all products itself – without any thirdparty licences

TOPModel springs fair DEPESCHE (UK) 0115 947 52 00 | office.uk@depesche.com www.depesche.com

Stand: 5E24-F25 Depesche activities focus on the distribution of top trendy articles, such as the extremely successful “TopModel” range Drawing, sticking and creative craft for young and grown-up innovative minds who enjoy drawing and colouring or like having fun with stickers and imaginative craft. The Depesche “Dress Me Up” books, have more than 100 stickers per book, a wide range of looks that allow individual styles to be created. The “T-Shirt Designer” book even allows the development of complete outfits, each as unique as they come. You can find a broad range of colouring books, craft sets and design books for your child. Also, you can go for cute diaries with secret code and sound for your private thoughts and dreams. It’s always part of your adventures with TopModels. Perfect accessories… TopModel school bags, backpacks and shoulder bags are the perfect accessories to being well-organised for school and spare time? Browse our selection of comfortable backpacks with lots of space for your school days, combined with fitting triple pencil cases, or stylish city bags for late afternoon and weekend – all coming in our trendy TopModel design. Here you find the best items for stylish fashion fans. TopModel – Beauty and Me… Being an adult for a little while is something that almost all children are dreaming of. Thanks to the TopModel “Beauty and Me” sets even the youngest ones will find it quite easy to get styled up for this. Treating their lips to a silky shininess with the BFF lip gloss set, creating colourful hair strands with the hair chalk pens, wearing relaxing face masks with the TopModel beauty face masks, having a choice of panda bear, cat or bear style our – beauty items by TopModel make perfect gifts, specially customised for your young ones. Miss Melody Miss Melody, the grey horse, and her friends make sure that life never gets dull.

JANUARY 2026

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RETAIL INTERVIEW POP & PUP TOY SHOP

A new

chapter Stroud independent toy shop Ducklings has relocated and rebranded with a fresh new look and name: Pop & Pup Toy Shop. Clare Turner finds out more from director Josh Pattison For Josh Pattison, toys aren’t just a business - they’re woven into the fabric of his life. His father Colin has spent decades in the industry. Colin and his wife Janice decided to open Ducklings Toy Shop in the Wiltshire market town of Marlborough in 2011. Four years later, they launched a sister branch 12 miles away in Royal Wootton Bassett. Five years on, a third outlet opened in the Gloucestershire town of Stroud, followed in 2022 by Atomic Cards, a trading-card shop in Swindon. Josh helped out at the Marlborough store in his younger years, before heading off to university and pursuing a career in junior sport - but the Covid lockdown brought him back into the fold. “Lockdown put a stop to all my work,” Josh recalls. “So I joined the business again, running the toy shop in Stroud on Dad’s behalf.” That decision marked a new chapter - one that would eventually see the Pattison siblings taking the reins of the entire family enterprise. The turning point came in 2024, when the lease on the original Stroud premises came up for renewal. Positioned just off the main high street, the shop had seen fairly low footfall as the newly redeveloped Five Valleys Shopping Centre became the town’s main retail draw. “We reassessed our options in Stroud… and we decided moving was the best

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option,” Josh says. “We now have a store inside the centre, twice the size of the previous one.” The relocation in October 2024 ushered in a new phase. The increased space “allowed us to expand a lot of our main ranges and introduce new ones we just didn't have space for in the old shop,” Josh says. “We’ve also been able to include some tables and a seating area so that parents can relax a bit, and we can run workshops, board game We’ve sessions, and trading card events.” Last year also marked a milestone, already with the handover of the family business to the next generation. He explains: “I’ve started taken over the shop in Stroud under making Pop And Pup Limited and rebranded appointments it in August 2025. My sister Isabel has taken over the two Ducklings shops for the Toy Fair in Marlborough and Royal Wootton Bassett, keeping the Ducklings name in London, and branding. And my brother Tom has taken ownership of Atomic Cards, which where we he previously managed.” He adds that hope to get the transition will be supported by Colin and Janice: “Our parents will still work around as with us and give us a guiding hand." Pop & Pup aims to have “a little bit of many brands something for everyone” from newborns as possible through to adults. “We don't tend to have a single speciality, “ Josh says. “We choose to have a broad portfolio of products to cater for everyone. Being

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independent means we can easily react to our customers' needs; we’re able to listen to them better, understand what they want, and order in products we know they will like.” The store carries an extensive list of brands, including Playmobil, Sylvanian Families, Bigjigs Toys, Smashmallows, Schleich, Putty Pals, Orchard Toys, Gibsons Games, Galt, Top Model, Jura, Keel Toys, Funko, Big Potato Games, Eugy, Hallmark, Yoto, Tonies, Mini Brands, Siku, Hot Wheels, and Crazy Aaron’s. It’s also an official gaming store for Pokémon, Magic: The Gathering, Lorcana, Yu-Gi-Oh! and One Piece. Many supplier relationships began long before Pop & Pup launched. “My parents have worked with companies like Lego, Playmobil, Epoch Making Toys, and Orchard Toys ever since they opened the first Ducklings,” Josh says. “So, I’ve met most of them previously at toy shows or when they’ve visited the Ducklings stores - and we’re now carrying on those relationships with the new store.” He adds that suppliers such as Asmodee have become much bigger recently, with collectibles and TCGs surging in popularity through lockdown and beyond. “The kidult market is something we have expanded on with the new shop,” he says. Sourcing is a mix of trade shows and

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Let’s get

personal What were your favourite toys and games when you were a child?

B2B platforms. “We’ve already started making appointments for the Toy Fair in London, where we hope to get around as many brands as possible,” he says. “We also visit the Spring Fair and Autumn Fair. However, I do like the ease of using a good B2B website - somewhere I can log on, quickly make an order, and it's delivered shortly after. Sometimes it's more efficient than going through reps.” Josh’s selection criteria are straightforward: “It sounds simple but whatever sells. We like to think we know our customer base and know what they would like. So something that sells really well in Stroud may not sell in Marlborough. Stroud is a very 'green' town, so we try to put that at the front of a lot of decisions we make.” With high ceilings and plenty of wall space, the shop lends itself well to bold displays. The large back wall is home to a broad Lego selection, while other areas are dedicated to wooden toys, soft toys, and pocket money, “and we try to have as many different fixtures as we can”. Near the till are trading cards and other small collectibles “that may easily fall into pockets”, though most of the counters are glass display cases to showcase TCG stock. “We try to keep the tops as free from clutter as possible,” Josh says. So what’s selling? “Lego always performs well,” Josh shares. TCGs are enjoying a boom, and collectibles such as Funko and Mini Brands also continue to thrive - while plush is now one of the store’s biggest categories, especially for girls. Then there are the surprise flashes-inthe-pan. “3D-printed animals were massive for about three weeks in the summer holidays, but now sales have completely stopped,” he comments. Lego As for the Pokémon next big thing? “We’re Squishmallows currently Funko waiting on

Top

Brands

JANUARY 2026

collectible lines for KPop Demon Hunters, which should be massive sellers when they arrive. Everyone seemed to be shocked with the success of that film.” Since taking full ownership, Josh has felt the shift in responsibility. “The biggest difference is that the pressure is now all on myself We’re making sure staff get paid properly and on time, and not missing currently deadlines to pay suppliers.” waiting on Still, the store remains efficient when it comes to stock: “We find collectable most things sell eventually; we lines for don't tend to have any products in the shop that are older than a year.” KPop Demon Pop & Pup invests heavily in local engagement. “We like to Hunters, get involved as much as we can which should in local events and supporting the community, “ Josh says. “We be massive had a collection box for the local Christmas toy drive, and took part sellers when in the town's festive events.” they arrive. Social media plays a key role in spreading the word, with posts Everyone from both the store and the shopping centre boosting visibility: seemed to be “We try to post every new delivery shocked with and every event - and the centre shares them.” the success of Regular events include Learn that film To Play TCGs, TCG trading, board game demos, and Lego building days - and Fridays are officially TCG nights, supported by the shopping centre’s food court. “It also stays open late on Friday, so players can enjoy some lovely food when they come in - and if we need to, we can use their seating as overspill,” Josh says. Shoplifting has become less of an issue since moving into Five Valleys. “The centre has security… and is well aware of all the town's most prolific offenders, who are all banned,” Josh points out. “Mostly now it's teenagers stealing small things, but we have very obvious CCTV which puts most of them off, and radio contact with the centre's security if we need it.” Pop & Pup’s next initiative will be a literal reflection of its name: an expansion into dog toys. “So we will not

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I was, and still am, very into video gaming. Pokémon was a massive thing growing up. My brother and I used to play together all the time. I still like to collect as much of each set as I can when they come out, but it's getting harder and harder with the availability. What’s the strangest customer request? We have quite a large number of display POS from various suppliers which people regularly try to haggle with us for. Their favourite is the jumbo Freya from Sylvanian Families. only cater for children and adults, but also the family pet,” Josh smiles. ”My partner Charlotte, who works at a kennel, has been the driver behind this. She has all the experience with dogs and knows what toys they like. A surprising number of our toy suppliers also have ranges for pets, so a lot of the products look fairly easy to come by - and we have already made contact with a few suppliers we are very keen to work with.” Another project for 2026 is a trading website: “Since taking over, I’ve chosen to focus on the in-store operations, but hopefully I will have a bit more time this year to concentrate on developing a trading website for the company.” Pop & Pup reflects a new generation’s vision, built firmly on decades of family experience - a blend of tradition, flexibility, and community connection. With strong momentum and thoughtful expansion plans, the next chapter in Stroud’s toy retail story is already taking shape.

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SCIENCE MUSEUM S E T R S TNP TOY TE

n with the Our Toy Testers got truly hands-o range e enc sci award-winning material time Fun d an m from The Science Museu es bin com ge Gifts. This STEM badge ran s kid the as y, learning and sensory pla squishing, discovered over an afternoon ofthe delight to d an squashing, squelching, ky mess left and relief of mum Suzie - no stic r ove s behind once playtime wa

Having the slime of their lives!

. The “This is really cool hasn’t le inside of the nood s runny ay reacted and so st and liquid” Joe (8)

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There is nothing quite like the feel and fun of a sensory toy, which appeals not only to kids but an ever-growing market of adults who are reaching for slime and textured fidget toys to de-stress. And let’s face it, blu-tac never felt this good! Sensory and well-being toys have come a long way in design and technology. With such a vast selection to choose on the market, and with a never-ending choice available, which products do you stock? That’s where the Science Museum comes in. It’s all about the science and the educational link behind these tactile ranges – backed by experts from the famous institution. The Science Museum partnered with Funtime Gifts in 2025 to produce a full range - from slime kits and putties, to crystal growing kits, and even make-your-own bouncy balls.

All of the products are backed by the Science Museum’s official STEM badge, which is exclusively used to showcase interactive product, toys and games which truly reflect scientific principles and encourage educational learning through play. This trusted mark also means every product is not just exciting and adventurous but educational and rooted in science. We put some of the sensory collection to the test with our group of Toy Testers. Arthur (5), Sophia (8), friends and playmates of Joe (8) and Harry (10) with their Mum Suzy who was herself vying for a bit of playtime with the various slimes and kits. All had the opportunity to try a handful from the collection and give their verdicts. We start with the Noodle Slime, which all four of our Toy Testers went for. This was the 2025 Gold Winner for the STEM category at the Toy Shop UK Independent Awards. “All four kids worked on this and got to work squirting the coloured slime into the activator liquid,” Suzie told us. “The activity booklet was good at explaining just what they needed to do. All four were mesmerised watching the way the chemicals bond in the bottled slime and then transformed from a

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gel into colourful, noodly strings.” Joe eagerly told us: “This is really cool. The inside of the noodle hasn’t reacted and so stays runny and liquid. If you snap a noodle in half, then dip the end back in the tank, you see it turn to gel.” Sophia told us: “I really enjoyed making the slime noodles. The liquid slime transforms into a stretchy, squishy slime that look like brightly coloured noodles. It was really fun to make them and see what happened.” Harry, too transfixed to bother with words, gave a thumbs up, adding: “This stuff is wicked! It’s so much fun.” Arthur excitedly agreed: “I liked helping it transform from liquid to noodles. It’s so clever.” Mum told us: “This kit is for ages five plus and it works well across the ages. However it’s the seven-plus age range where I do feel the Noodle Slime really comes into its own, as at that age they have the patience and the hand dexterity, as well as being able to appreciate the background science of it. “What is a big plus, is that the kids are all happily playing together, enthralled by the colours and textures. It’s a perfect mix of learning and play. It was good to see them talk about the science and how it worked. The explanation of the science is done in such a creative way. It’s both interesting and holds their attention. It’s not boring. I certainly learnt a thing or two. The kids were all talking like little scientists at the

JANUARY 2026

“It’s a perfect m learning and play ix of . good to see them It was about the science talk behi and how it worked”nd it Mum Suzie

end of it.” Moving onto the other sensory delights among the selection, the kids had this to say: Sophia: “The crunchy slime is a really weird and sticky goo that feels really good and tingly on my hands. It is so crunchy and crackles when you squeeze it. It has these bright coloured balls that all stay in the slime. My hands didn’t feel sticky after I put it back in the tub which I really liked.” Mum chimed in: “My daughter is quite fussy with slimes and what texture and consistency she wants them to be - and this one has been her favourite so far. It’s really stretchy and not liquidy/gloopy like a lot of clear slimes are. It is really nice to handle and is very satisfying.” Arthur, who particularly liked the Colour Change Putty, told us: “It stretches so far and you can also bounce it. It started off purple and then blue and it’s because of the different changes under different forces. I learnt that today.” Joe agreed and added: “This is thicker and more solid than the slime. You can bounce it, stretch it, snap it and then mould it. It’s really good putty.” Harry wanted to add that he liked the feel of the Butter Slime, commenting: “It’s really soft and silky and I like to stretch it.” Then Mum chipped in: “I really like this one too. It’s so satiny smooth. I’m not so keen on the sticky ones and this I can mould into shapes. I can see me at work using this when the boss pushes my buttons,” she laughed. Joe said it best with the Jelly Slime: “I’ve only had this stuff for a few hours and I love it. My hands are aching I’ve used it so much. It creates big bubbles and makes really loud pops!”

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S E T R S T E O Y T TNP With slime and putty well and truly tested, the Toy Testers moved on. Mum Suzie said: “A nice end to all the slime voila, as if by magic, fluffy trees with all this, bright, stuff was when we put it aside and the colourful blossom appeared. It’s incredible to see children sat down to do the ‘Create Your Own it through the kids’ eyes. They really were in awe of Crystal Forest.’ The kids were easily able to how the trees grew these amazing fluffy blooms.” put the trees together in their little dishes and Mum continued: “It’s a slow timeframe of change then each one added the crystal growing but that adds to it. The kids were fascinated at the liquid to the individual dishes. process and as I said, they wanted to regularly “What’s great about these little kits is that come and see the trees slowly grow the blossom.. all the kids in a group can They were also learning get involved. It really and again it reiterates h ug ro th it adds to the excitement the educational science e se to t “It’s grea ly al re ey when you have that making incredible Th . es ey ’ the kids e th w ho kind of group activity changes.” of e aw were in g in az am e – it’s truly a delight We asked Mum Suzie, es th trees grew s” m and a rarity some her final verdict and she oo bl ffy flu days that they will all told us: “I’ve come across e zi Mum Su play together. It was a lot of sensory/slime toys intruiging, lovely really before - and there are to see them some good ones out there. However, what I adore read up on the science behind about these products and what sets them apart, how the crystal and trees draw the is that the Science Musuem do a rfantastic job of crystal up and cause a reaction to telling you the full scientific story in a way that’s both then cover the trees.” engaging and 100 per cent full-on fun too. They’re also being creative and learning how these things After setting the crystal work. What a brilliant way to spend time either one on one with a child or with a lot of kids of mixed growing kits up, it was ages. Great if you’re babysitting or supervising. time to wait. It sure made my job a lot easier in keeping them entertained all afternoon.” “Nothing happened for a while (a good few hours). They went back To find out more about the full collection, get in to playing with the slime stuff,” touch with Funtime Gifts. And flick to page 24 to Suzie said: “The kids kept going discover the exciting new additions to The Science up to have a look and then, Museum STEM badge range for 2026.

Contact:

Funtime Giffts

01626 835400 sales@funtimegifts.co.uk www.funtimegifts.co.uk

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DISCOVER THE ENCHANTING WORLD OF

Mythical inspired, luxury plush that’s filled with enchantment. Crafted for children, collectors and plush enthusiasts alike, Bearhouse by Charlie Bears blends luxury and fantasy in every stitch.

Visit our sales team at one of these shows to see the 2026 collections and place your order: J O I N U S AT Top Drawer, Olympia, London 11th - 13th January 2026 Stand Q49 Springfair, NEC, Birmingham 1st - 4th February 2026 Stand 4A40 Hall 4 uk-sales@charliebears.com www.charliebears.co.uk

RETAIL INTERVIEW PAULTONS PARK

Park life Home to the world's first and the UK's only Peppa Pig World, Paultons Park caters to more than just fans of the nation’s favourite curly-tailed family. Retail buyer Denise Moore talks to Clare Turner about life behind the scenes at the leading Hampshire theme park. She discusses balancing licensed and unlicensed toys across the site’s varied retail areas, product sourcing criteria, and why Toy Fair is an exhausting but unmissable opportunity to find the best new toys Denise, what’s your professional background? My retail background began in the travel retail industry. That’s where I found my passion for toys, when my role was tweaked to support the toy buyer with admin tasks. I spent 20 years in travel retail, working my way up to buyer covering several categories, including toys. I then spent a year with a toy manufacturer, which taught me a lot about 'the other side', before joining Paultons Park almost four years ago, in March 2022. Tell us a bit about Paultons Park. It first opened in 1983 as Paultons Park and Bird Garden in the New Forest district of Hampshire. Over time, rides and attractions were gradually added, transforming it into the UK’s leading family theme park.

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I can easily spend two days at Toy Fair… I find I’ve got so much out of it and have lots of ideas for the coming year

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Today, Paultons Park covers more than 140 acres, welcomes over a million visitors each year, and is home to the world's first - and the UK's only - Peppa Pig World. We have four main toy and gift shops. Peppa’s Toy Shop in Peppa Pig World is where you can find everything you can think of related to Peppa (not just toys). Outpost 12 in Lost Kingdom sells dinosaurand fossil-themed toys and gifts. Al’s Shop & Service is our newest store. Located in Tornado Springs, it stocks American candy, vehicles, and toys themed around fast food and bubble tea. You can also find relevant Park souvenirs in all these stores. Our biggest store is The Big Toy Shop, which features some of the above products, and so much more! How would you describe your range? I’d like to think we have something for everyone - and every budget. We have a good mix of licensed versus generic toys,

There are four toy shops at Paulton’s Park. Each offers a unique mix of products based around a theme, from licensed Peppa Pig merchandise to sweets from across the pond, and even toy dinosaurs of all shapes and sizes. 108

vehicles and dolls, themed ranges such as space, axolotls, unicorns etc, plush, and pocket money. We also offer plenty of souvenirs including ride-specific items, Paultons Park-branded products, and Peppa Pig World merchandise. If guests really can’t find something among that, we have plenty of sweet treats including family-sharing bags, lollies, mallows, chocolate, and crisps. How many brands do you carry? We stock many brands aside from Peppa! Our most popular include Minecraft, Teamsterz, Bluey, Hot Wheels, Stitch, Monster Jam, Pokémon, Gabby’s Dollhouse, Godzilla v Kong, Ben & Holly, Spider-Man, Paw Patrol, and Sonic. I monitor sales on all brands regularly, so I can make sure we’re offering a strong line-up all year round. How many suppliers do you work with? I currently work with around 80 suppliers, including TY, Hasbro, Keel Toys, HTI, Character Options, AB Gee, Aurora World, Kandy Toys, PMS International, Nature Planet, Spin Master, Deluxebase, Millars Ark, Simba Smoby, Ravensden, Tomy, Ravensburger, Flair, Puckator, One for Fun, and Vivid Imaginations - to name just a few.

toysnplaythings.media

Let’s get personal What’s a typical day like for you? Mondays are more structured than the rest of my week. I spend the morning looking back at the previous week, and analysing sales and margins. I issue a Top 20 best sellers list for each store, which can influence any merchandising decisions on the shop floor. Every morning I review my stock value, sales from the previous day, and update my stock forecast for the month. Beyond that, I have so many tasks going on at once, that each day can be very different.

What were your favourite toys as a child?

How do you source new products? I mostly see new products in the trade press and at trade shows. I usually attend Toy Fair in London and Spring Fair in Birmingham. I can easily spend two days at Toy Fair, as I can catch up with most of my suppliers there and also visit some new stands. They’re long, full-on, non-stop days - and I’m completely shattered by the end. But once I’ve recovered, I find I’ve got so much out of it and have lots of ideas for the coming year. What’s your selection criteria? When I view new products, I usually go with my gut. My first thought is whether

I remember having quite a large collection of My Little Pony when I was young. I also have fond memories of my Fashion Wheel and my Glo Worm. It’s been great over the years seeing some of the toys from my childhood having a reboot!

1,000,000 The number of visitors Paultons Park welcomes to its 140-acre site each year. the item would be popular with our guests, and whether it would sit with our current line-up. I tend to make a wish list of absolutely everything I like. Then I go through it again, looking at retail prices and margins, which narrows it down. If I’m looking at a new licensed range, for example, I try to select three to six lines covering various price points, so there’s something for everyone.

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When I view new products, I usually go with my gut

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What are your best sellers? Focusing on just toys - not Peppa merchandise, Park souvenirs, or confectionery - these lines were very popular last year: Krazy Plates (Mulberry Studios), T Rex Pincher Pals (Deluxebase), Monster Jam 1:64 Single Pack (Spin Master), Turbo Torch Keyrings (History & Heraldry), Heart Gems Net Bags (PMS International), Car Reg Keyrings (Royal County), DNA Balls (KandyToys), and 3-inch Marble Eggs (British Fossils). What’s your favourite season to buy for? I think Halloween is my favourite season to buy for, in this role. We offer familyfriendly spooky fun at the park, so I mostly select pocket money, plush, and light-up toys. Christmas was a bit different for us last year, as we opened between Christmas and New Year for the first time! What’s next for Paultons Park? In 2026, guests can look forward to Valgard: Realm of the Vikings. This is a brand-new themed land featuring the Park’s most thrilling coaster to date - and the first with inversions. Alongside the ride, there will be immersive storytelling, and a full Viking-themed restaurant. And 2027 will see the arrival of a spectacular new water ride, set to make an even bigger splash at the park!

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2026 preview

Back in the Big Apple The Toy Association welcomes the toy community to The Javits Center this February for Toy Fair. Kimberly Carcone, EVP of Global Experiences, answers our questions What: Toy Fair New York | When: February 14th - 17th | Where: Jacob K. Javits Center | New York, NY | Web: www.toyfairny.com With Toy Fair set to return to New York City from 14-17 February 2026, the global toy community is gearing up for an event shaped by fresh insights, expanded programming, and a show ﬂoor ﬁlled with new

opportunities to connect. More than 650 exhibitors are expected, alongside buyers from 70-plus countries and territories, an elevated suite of buyer and exhibitor services, and strengthened educational oﬀerings designed to help companies navigate an increasingly dynamic marketplace.

From your perspective, how is Toy Fair adapting to serve our rapidly changing industry? Toy Fair has always been an everevolving, living event. As the needs of manufacturers, retailers, and creators change, so do the tools and experiences we oﬀer. Our priority is to continually enhance the pathways through which attendees discover products, schedule meetings, learn, and do business. That means reﬁning navigation, expanding support resources, and making sure every minute spent at the show is

New York Preview.indd 1

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As the needs of manufacturers, retailers, and creators change, so do the tools and experiences we oﬀer

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purposeful. This year’s show is expected to welcome hundreds of exhibiting companies, representing every major category of toys, games, and youth entertainment. Retailer participation is equally strong, with 1,450-plus global buying organizations already registered to attend, including 20 of the top retailers, including Amazon, Walmart, Target, Macy’s, Barnes & Noble, Kohl’s, and more.

What trend themes will Toy Fair

Kimberly Carcone, EVP spotlight for 2026? of Global Experiences, Our Toy Trends Brieﬁng, held on The Toy Association opening day, continues to be one of the most valuable sessions at the show. It brings together months of research conducted by our trends team and oﬀers a concise, actionable look at the themes we expect to shape product development and consumer engagement for the year ahead.

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significantly. What will be new for 2026? Education is a core pillar of the Toy Fair experience because companies are looking for guidance that is both timely and practical. For 2026, the programme spans a wide range of pressing issues: the role of emerging tech in product development, licensing trends, sustainability, Our trends team will be sharing new evolving consumer behaviour, data from our latest survey of US and more. parents, alongside product examples We’ve also expanded our annual sourced directly from show exhibitors. Safety session, giving companies clear, It’s an ideal way for buyers, media, and actionable insight into today’s evolving manufacturers to get informed on what compliance landscape, including will influence purchasing and play in the an update on the Association’s year ahead. ongoing advocacy against The show tariffs on toys and key What enhanced legislative and regulatory gives you tools and services changes at the federal can exhibitors and a level of level, and a forecast of visitors expect for visibility and the top legislative issues 2026? anticipated within US access you Each year we states in 2026. The session make thoughtful simply can’t will also outline new enhancements toy safety requirements replicate that help exhibitors under the European Toy and attendees plan elsewhere Safety Regulation and better, navigate more Kimberly Carcone, the Canadian Consumer efficiently, and stay EVP of Global Product Safety Act. connected. For 2026, Experiences, The we’ve focused on Toy Association What would you say optimising the show to companies still experience from planning to execution. considering attending or

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A few highlights: • Toy Fair Mobile App: Launching in January, the updated app will streamline pre-show preparation with appointment booking, toy category browsing, show specials, and the full Toy Fair University schedule (including access to speakers). • MapYourShow: Available now on the website, this tool provides the most current exhibitor directory, ﬂoor plan details, and event information to help attendees chart their course. • Upgraded onsite spaces: Our Level 3 Toy PLAYce lounge will oﬀer a comfortable spot to recharge, connect with peers, and capture fun photo moments. • More food and beverage options: Additional carts and grab-and-go stations, including the Genius of Play Café, Student Showcase, and Snack Shack, will make it easier to refuel without breaking the momentum of meetings.

Toy Fair University has grown

JANUARY 2026 New York Preview.indd 2

Class is in sessio n

Toy industry prof essionals from ar ound the world will have access to an all-n ew lineup of learning opportu nities when Toy Fair University returns to Toy Fa ir 2026. The educationa l series will featur e its most extensive and fo rward-looking pr ogramming slate yet, premie ring nearly 30 br and-new sessions design ed to help toy co m panies navigate the fast -changing busine ss of play. Spanning the fo ur-day show, To y Fair University will de liver expert insigh ts across key areas shaping th e global toy and pl ay market – from the impa ct of artiﬁcial inte lli ge licensing innova nce and tion to retail stra tegies, product development, an d consumer beha viour. Each session is design ed to provide at te ndees with actionable take aways and prac tical tools they can implement to strengthen their own business initiativ es and objectives. The full schedu le of Toy Fair Unive rsity presentations an d panel discussion s will be revealed on a rolling basis thro ugh February, alongs ide other show feat ures including networ king events, exhibito r showcases, and on-ﬂoor activatio ns connecting glob al brands and buye rs.

exhibiting? As the largest and most inﬂuential toy show in the Western Hemisphere, Toy Fair remains one of the most eﬃcient and enjoyable ways to gain a real-time, on-the-ground understanding of the market and tap into the $42 billion US toy market. Whether you're testing concepts, meeting with retail partners, or tracking emerging trends, the show gives you a level of visibility and access you simply can’t replicate elsewhere. We continue to evolve the experience so attendees can get the insights and connections they need in the city that never sleeps.

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IN FOCUS

BIGJIGS TOYS

Partners in

educational play

Bigjigs Toys became the UK and Ireland distributor for 4M in August 2025. Liz Ireland, cofounder and Managing Director of Bigjigs Toys, shares why the partnership makes sense, and how retailers will benefit

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We’re particularly excited about the educational alignment between Bigjigs Toys and 4M

that sparks curiosity, encourages problem solving, and develops critical thinking. Expanding into 4M’s innovative product lines is a natural next step in our journey, enabling us to offer retailers, educators, and parents a broader choice of modern, engaging play experiences. By combining our heritage of traditional Liz Ireland, co-founder wooden toys with 4M’s collection of and MD, Bigjigs Toys STEM and STEAM kits, we’re able to support the growing demand for toys that educate as well as entertain. This partnership also offers significant benefits for our trade customers. By consolidating 4M distribution through Bigjigs Toys, retailers now have a reliable, local point of contact with familiar account managers, simplified ordering, and dependable supply. This ensures that shops, nurseries, and educational suppliers can easily stock and plan their product ranges without navigating

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At Bigjigs Toys, we’ve always believed that play is a powerful tool for learning. That’s why we’re thrilled to announce that we are now the official UK and Ireland distributor for 4M, a partnership that allows us to bring a wide range of science and craft-based toys to children across the region. This exciting addition complements our existing catalogue and strengthens our commitment to providing educational, hands-on play experiences for young minds. For over 20 years, 4M has been innovating engaging toys, producing award-winning brands that combine STEM concepts with the creative arts, and we couldn’t be more delighted to welcome their ranges to the Bigjigs Toys family. We’re particularly excited about the educational alignment between Bigjigs Toys and 4M. For over 40 years, our family-run business has focused on creating highquality toys that inspire curiosity and imagination. Both brands share a commitment to play

fragmented European distribution or import complications. Our shared focus on quality, safety, and sustainability makes us a trusted partner for independent toy shops and larger retail chains alike. Among the 4M kits we’re highlighting for UK and Irish retailers, several stand out as key offerings for 2026. The Crystal Growing Crystal Imaginations is a classic entry-level science kit that explores the wonders of crystal formation. Ideal for ages five and up, this kit allows children to grow their own crystals and learn about key scientific concepts. Not only do the Crystal Imaginations sets support STEM learning, they are fantastic for sensory exploration and make beautiful decorations once the crystal is formed. The KidzLabs Robotic Hand introduces older children to mechanical engineering in a fun yet practical way, while the Green Science Solar Robot demonstrates renewable energy concepts, preparing children for the future and maintaining Bigjigs Toys’ philosophy of sustainability. These kits

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Product highlight 4M KidzLabs Volcano Making Kit

JANUARY 2026

making, this huge kit encourages children to explore a wide range of sciences, transforming complex concepts into fun and engaging discoveries. For Kidzlabs 2026 STEAM toy offerings, we highly recommend the Dinosaur Exploration Kit. Dinosaur toys have been a popular trend in the industry for years, but they continue to remain in demand as they are fantastic gender-neutral options. This particular dinosaur set provides something for every child’s interest and includes fossil digging, T. Rex moulds, magnets and even a kit for creating your own dinosaur-themed board game. We look forward to sharing more incredible new releases throughout the year from 4M.

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For over 20 years, 4M has been innovating engaging toys… and we couldn’t be more delighted to welcome their ranges to the Bigjigs Toys family

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are carefully selected to cover multiple age ranges, skill levels, and areas of interest, making them ideal for retailers looking to offer a comprehensive STEM or STEAM product range. They also complement our existing wooden toys and traditional play lines, providing an exciting contrast for shoppers seeking both classic and modern educational toys. In terms of new 4M products for 2026, we’re particularly excited for the expansion of the KidzLabs range. The KidzLabs Mega Science Kit is the biggest set yet, containing over 60 science projects to spark children’s love of learning. From bubbles and colour science projects to classic lemon clock experiments and volcano

Liz Ireland, cofounder and MD, Bigjigs Toys

Have a blast creating your very own volcano with 4M’s Volcano Making Kit! The KidzLabz Volcano making kit is the perfect combination of science and art, allowing children to construct a model volcano using highquality plaster and a solid mould. Once kids have built their volcano, they can paint and decorate the model, boosting their creative skills. The kit includes a mould, plaster, a paint strip, a brush, a stirrer and clear instructions to perform a volcano experiment. With this STEM toy, children can test out the experiment again and again, helping them to develop their scientific knowledge, fine motor skills and imagination. For kids of eight and above it makes the perfect gift for curious young minds.

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Toy, Nursery & Christmas Industries golf day Wednesday 1st July at Puckrup Hall Along with our sister publications Nursery Today, Christmas in January, Gifts Today, Greetings Today and Tableware International we shall be organizing an Industries’ Cup that will see players from all those industries vying for the ‘Industries Cup. Depending on the response we shall also have individual cups for each of our magazines. The day will begin with a nine hole Texas Scramble, followed by the afternoon individual Stableford, team fourball and yellow ball competitions. With good weather guaranteed we shall end the day with a barbeque and presentation of trophies. Cost for the day will be £110 with bacon rolls and coﬀee/tea from 8p.m. The Hilton Hotel oﬀers very good rates for staying overnight which I will be giving very soon. They say that all work and no play, makes Jack a very dull boy, so forget work for the day and join us at Puckrup Hall.

A barbeque for the presentation of trophies concludes the day and to keep the occasion as relaxed as possible the dress code is casual allowing those wanting to leave for home after the presentation a reasonably early evening journey, leaving those of us staying over able to discuss the day at the bar till closing time. Whilst most teams come as team four-balls, individual golfers are very welcome.

Cost £110 For full details contact Malcolm Naish on 0788 999 1513 or email malcolm@lemapublishing.co.uk to book your team’s place. House AD Jan NEW2.indd 1

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45 years of fun Toys ‘n’ Playthings is not quite as established as some of the toy suppliers in this industry with Ravensburger being 142 years old, Lego 93 and Vtech just beating us at 49 (to name a few), however we want to stick our hand up to say, we are the longest running toy trade title, and celebrate our 45th anniversary this year. That’s 45 years of bringing you the latest news, previews and the best features and articles across the decades. As far as we are concerned, being sports fans, 45 is just half time, we want you to be a part of our ongoing journey… Our numbers and popularity keep on growing across printed and digital and there is no doubt that when it comes to our valued clients, we understand just how important it is to make your ad budget count across all our channels. Please do get in touch with Claire Naish to discuss all opportunities in this coming year.

Wow!

Check out our first front cover from 1981!

Contact Claire Naish on 01442 289 937 / 07730 362 338 or claire@tnpmedia.co.uk House AD Jan NEW2.indd 2

22/12/2025 18:33

CONSUMER

INSIGHT

The Year of Intention: Where Play Earns Its Place for UK Parents

New findings from The Insights Family highlight how toys fit into the ever changing lives of families, as UK parents are “recalibrating how, why and what they buy for their kids”

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The importance of toys that encourage kids to be active has risen 20 per cent year-onyear among parents

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Play in 2026 has a purpose. UK Parents are recalibrating how, why and what they buy for their kids. Economic pressure, cultural shifts and the acceleration of digital life are converging to create a market defined less by novelty, and more by intention. Toys and licensed products are increasingly expected to earn their place in family life, delivering clear value across creativity, learning, and wellbeing. Financial caution remains a constant backdrop. More than a quarter of parents of 1–16s say they are worried about the wider economy (28 per cent), while concern about employment opportunities sits at 15 per cent, both up year-on-year (13 per cent). These pressures are shaping spending habits across the household. Yet toys sit in a more protected category than many others.

While 81 per cent of parents still say value for money influences shopping decisions, the importance of value has declined by 14 per cent year-on-year when it comes to choosing toys and gifts for their kids aged 3-9. Parents are not disengaging from toy spend as it has increased 28 per cent year-onyear, instead, they are becoming more intentional, prioritising products that feel purposeful, durable or expressive. This creates space for toys that justify price through longevity, modularity or emotional resonance. Brands that can clearly articulate why a product lasts, physically or experientially, are better placed than those relying on impulse or seasonal novelty. That sense of purpose is closely tied to creativity. The share of parents who want their kids to develop creative skills has risen by 32 per cent year-onyear, alongside a 21 per cent increase

in subscriptions to arts and crafts. This reflects sustained momentum behind open-ended play, maker culture and hands-on learning that go beyond single-use entertainment. This momentum favours formats that extend dwell time and repeat use, prioritising play that can be added to, built upon, or refreshed over time. This creates space for brands to flex across multiple creative SKUs rather than being confined to single hero items, increasing potential reach and repeat engagement. Environmental considerations are also playing a larger role in toy choice. Among parents of 3–9s, 17 per cent now take eco-friendly credentials into account when buying toys for their own kids, up 42 per cent yearon-year. This is shaping demand for toys made from recycled materials such as wood and recycled plastic

cent believe kids can learn through video games, up 14 per cent yearon-year. This increases demand for brands that can credibly support learning narratives, whether through gameplay or structured progression and it raises the bar on educational positioning, not just awareness or character recognition. Toys and games that sit at the intersection of entertainment, skills development and interactive play are aligning closely with parents’ expectations. Alongside innovation, familiarity plays a growing role. Nostalgiadriven purchasing is on the rise,

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and placing greater scrutiny on how toys are manufactured and packaged. This sharp increase shows that sustainability is becoming part of the purchase consideration criteria rather than a niche differentiator. Health and movement play an increasingly important role in how parents evaluate play. The importance of toys that encourage kids to be active has risen 20 per cent yearon-year among parents buying for their own kids aged 3-9, supporting demand for outdoor play, sportsrelated toys and physical games. At the same time, technology remains firmly embedded in play culture today. Monthly spending on new tech among parents has grown 22 per cent year-on-year, and 63 per cent now consider the latest design or innovation important when choosing products. This reinforces demand for tech-enabled play experiences, particularly when innovation is linked to skills development, learning progression, or multi-format engagement. Discovery and engagement are continuing to be shaped by digital culture. While traditional TV and YouTube remain part of family routines, TikTok is now used by 51 per cent of parents of 1–16s on a daily basis. Many parents are not just consuming content but creating it alongside their kids, as entertainment becomes more participatory and shared. Within this environment, educational value continues to carry weight with 74 per cent of parents prefer to buy products with educational benefits, and 64 per

Toys remain central to family life, but are increasingly expected to support creativity, learning, movement and shared experiences

with 14 per cent of parents of 3–9s saying toys that remind them of their own childhood influence buying decisions, up 19 per cent year-on-year. This supports continued interest in classic formats, retro design cues and established IPs that resonate across generations as the relatability of storylines and characters still holds. Overlaying all of this is a growing emphasis on values. Social responsibility now influences purchasing decisions for 68 per cent of parents, while 62 per cent are guided by whether a brand supports charitable causes. Among parents of 3–9s, a small but growing share are opting to donate to charity instead of buying gifts for other kids (8 per cent). For toy companies, this points to rising expectations around transparency, ethics, and purpose alongside product appeal. Taken together, 2026 is likely to be characterised by a more intentional parent mindset. Parents are editing their lives more carefully, toys remain central to family life, but are increasingly expected to support creativity, learning, movement and shared experiences, while reflecting the values parents want to pass on. In 2026, momentum sits with fewer, stronger propositions, designed to last longer in homes, travel further across categories, and align more clearly with parents’ expectations.

The Insights Family is the global leader in kids and family business intelligence and holds the largest real-time, independent data on the attitudes, behaviours, and consumption patterns of the next generation of consumers and their families. Explore how our data can drive your business decisions at theinsightsfamily.com Source: The Insights Family, survey of parents of 1–16-year-olds, September–November 2025 (n=2,755).

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RETAIL

OPINION

Fake toys: revenue drain or commercial distraction? This month John Ryan tackles the blight of fakes, from fast fashion to toys, and why retailers may be best served accepting them as an unwelcome distraction and moving on

If you’ve been fortunate enough to visit Paris in the last few weeks you may well have seen the near-total takeover of the frontage of BHV, a department store in the Marais, by flags bearing the Shein logo. For those who have been on another planet for a while, Shein is a Chinese producer of lookalike clothing which costs very little when you head for the checkout. Its first permanent presence (it is an online merchant) is in fact on BHV’s sixth floor, but such was the external noise that accompanied the brand launch that you might have thought the store stocked little else. On opening day, 5 November, there were queues around the block, ready to get down and dirty with the new online kid on the physical block. This was mainly because of the price and the fact that many of the items on display bear an uncanny resemblance to pieces that can be seen in many of the City of Light’s temples of designer fashion. This is not to say that they are fakes, but they are pretty close… Shein is not alone in this. Anybody with a few moments to spare can head online and find toys that are not just similar to musthave Christmas baubles and stocking fillers, they are virtually indistinguishable. At this point, a line has been crossed and what is being looked at is in fact a fake. For the big brands who see this, it’s a problem. And while a teenager who’s been to the Far East and been down to a local market to return with a fake Cartier watch is one thing (they will clearly not have been able to afford the real thing… just take a look at the ‘sweep’ hand’s motion), getting this season’s top selling toy for just a few pounds when it’s waiting to be purchased in your local toyshop is quite another. For the latter group of affected merchants, this might look suspiciously like lost revenue, and reporting what’s going on to the local trading standards officer (if you can find one) would seem the most appropriate course of action. Yet the phrase caveat emptor does spring to mind. Wisdom, gleaned on or offline, will serve to point the shopper in the direction of fake or non-fake and you have to ask the question: Why are people buying lookalikes from (perhaps) Tema or TikTok unaware that what they are purchasing is not the real thing? They are, and the reason for slipping a ‘snidey’ toy under the tree on Christmas Eve is that they are affordable and maybe, to the less than discerning recipient, they will, well, do. Fakes are as old as Methuselah, but the web has made the problem far more prevalent as in days of old the sources of supply were limited. Unless shoppers

had access to a local bazaar where such things were supplied, frequently ‘under the counter’, then it really was a matter of paying the high street price. As a shopkeeper, the obvious solution, you might imagine, would be to contact the website from which fakes can be obtained and sending a carefully penned legal note requesting that they ‘cease and desist’. As you will be aware, for many this would be enough as the law is, at its most basic, a system of ‘rules backed by threats’. This kind of action is likely to be disregarded, however, as most of the online merchants from Amazon to AliExpress, will insist that they are not retailers, they are ‘platforms’ for interested commercial parties. Even if you do manage to make an impact, the road to having a fake removed from a website is a long one and the chances are that by the time anything is done consumers will have moved on to something new and shinier. The other point perhaps is that those buying online would probably not have bothered to wander down the high street as they are snuggled up with a laptop in the privacy of their pre-Christmas homes. This means that those that you see who are out shopping really are going to buy non-fake merchandise. And given that there are currently many reports out there which insist that consumers are turning once more to physical shopping, things may not be quite as bad as they are painted. It is, without doubt, galling when you see things that are on your shelves being offered for a fraction of the price on a screen with delivery to the buyer’s home just a few keystrokes away. But think of things this way: there are fewer physical shops with temporary ‘tenants’ this year than usual because the online mob has beat them at their own game. Given that the online market in the UK hovers around the 2526 per cent mark and that a relatively small portion of this is in the business of peddling fakes, then perhaps all the sound and fury is overstated. Complaining about fakes is time-consuming and perhaps the best course of action is to ‘suck it up’. There will be those who think this a somewhat negative approach, given wafer-think margins etc., but maybe they should be focussing on ensuring that their shops, on and offline, look the part. There will always be fakes and there will always be a market for them. But those receiving a bona fide branded toy will be able to relax in the knowledge that the present giver really does care.

John Ryan is Stores Editor at Retail Week. He has worked for the magazine for more than a decade covering store design, visual merchandising and what makes things sell in-store. In a previous life he was a buyer.

DON’T MISS… Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now! Product: Cat Earth Company: Cheatwell Games Phone: 02392 524098 Email: sales@cheatwell.com Web: www.cheatwell.com London Toy Fair: Stand E20

Product: Dora Deluxe Tri Scoo ter Company: MV Sp orts Phone: 0121 74 8 8000 Email: info@m vsports.com Web: www.mvs ports.com London Toy Fa ir: Stand E75

UK and Product: Who Knows Where? Ireland Company: Wild Card Games Phone: 07916 349942 games.com Email: sean.byrne@wildcard om es.c gam ard ildc Web: www.w B37 d Stan : Fair Toy don Lon Product: Potion Pets Company: KidAntics Phone: 01293 364364 .uk Email: enquiries@kidantics.co uk .co. tics Web: www.kidan London Toy Fair: Stand D25

u n ce B-Ball Bo Product: s. Bear n nbeartoy : Golde es@golde Co m p a ny ic rv e rs e stom Email: cu .com k .u o c beartoys w.golden A-36 , 6 ll a Web: ww H : Toy Fair rg e b m Nure

Don't Miss Jan.indd 1

Product: Disney’s Lilo and Stit ch jewellery Company: Peers Hardy Phone: 0121 524 1400 Email: jbarrett@peershardy.co .uk Web: www.peershardy.com London Toy Fair: Stand UN76

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toysnplaythings.media

y 2026 Januar o. 4 N Vol. 44

Nuremberg Toy Fair Preview

LEADER

Rhys Thomas

E At the heart of retail Also by Lema Publishing

of Play Conference include the role and reality of play for xpect fireworks at this year’s Nuremberg individuals in a crisis, such as those lving in war zones; Toy Fair, literally. The Spielwarenmesse is how toys can promote social and emotional skills; and the celebrating its 75th anniversary, and will impetus behind kidults phenomenon. be illuminating the night’s sky on RedNight, the Thursday evening of the show, with a spectacular pyrotechnic display. Elsewhere, organisers have plenty lined up to make the milestone year one to remember. “To mark this special occasion, we have numerous activities planned. We are already getting the industry in the anniversary mood on our social media channels and in the online magazine Spirit of Play, with entertaining anecdotes and “The If you’ve never been, or haven’t visited fascinating facts from 75 years anniversary Nuremberg Toy Fair in a while, it’s easy to of fair history,” Christian Ulrich, Member of the Executive Board exhibition Walk of forget just how significant it is. There are 2,360 exhibitors from around the world, and around at Spielwarenmesse eG told us Play: Celebrating 57,500 visitors walking the many halls. The Toys in an interview, overleaf. “At the the 75th n Playthings team will be at the show, covering same time, we are inviting all industry participants to share their Spielwarenmesse the moments that matter – though with so much to see, our diaries are already filling up own individual Spielwarenmesse in front of the fast. If you’d like to book us in, contact memories and experiences. Entrance Mitte clairenaish@lemapublishing.co.uk. “During the event itself, the anniversary exhibition Walk will impressively of Play: Celebrating the 75th bring the history Spielwarenmesse in front of the of the industry Entrance Mitte will impressively bring the history of the industry leading event to 4 Spielwarenmesse at 75 – Christian leading event to life. In addition, Ulrich, Member of the Executive life” across the exhibition grounds, Board at Spielwarenmesse eG, on numerous exhibitors will be Christian Ulrich, how and why the show remains joining in the celebrations with Member of the such a focal point for the industry their own creative activities, Executive Board at after 75 years from interactive play points and Spielwarenmesse eG 6 Nuremberg Toy Fair Show Guide – musical performances to creative An edit of top exhibitors heading to photo spots.” Nuremberg Toy Fair There will be plenty of newness at this year’s 16 In Focus: Bigjigs Toys – Coshow, including a new conference giving founder and Managing Director Liz experts from a variety of disciplines to share Ireland, shares how her family-run how their work and insight intersects with the business places sustainability at world of toys and play. Topics at the first Value the heart of everything they do

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Contents

2026 preview

75 years of

Spielwarenmesse In 1950, still reeling from the effects of the Second World War, a group of German toy companies came together to establish a trade fair in Nuremberg. They hoped it would strengthen the domestic trade and give the toymakers of a divided nation a central platform to present their products. Flash forward 75 years, and Spielwarenmesse is the biggest international toy fair in the world. As organisers, exhibitors and visitors prepare to celebrate the 75th anniversary, we sat down with Christian Ulrich, Member of the Executive Board at Spielwarenmesse eG, to reflect on the show’s incredible history, how it has shifted to reflect the industry over the decades, and what trends to look out for in 2026 This year the Spielwarenmesse marks its 75th anniversary, a tremendous achievement. What do you have planned to celebrate this milestone? To mark this special occasion, we have numerous activities planned. We are already getting the industry in the anniversary mood on our social media channels and in the online magazine Spirit of Play, with entertaining anecdotes and fascinating facts from 75 years of fair history. At the same time, we are inviting all industry participants to share their own individual Spielwarenmesse memories and experiences.

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It is precisely this blend of tradition and progress that makes Spielwarenmesse the central industry event

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Christian Ulrich, Member of the Executive Board, Spielwarenmesse eG

During the event itself, the anniversary exhibition Walk of Play: Celebrating the 75th Spielwarenmesse in front of the Entrance Mitte will impressively bring the history of the industry leading event to life. In addition, across the exhibition grounds, numerous exhibitors will be joining in the celebrations with their own creative activities, from interactive play points and musical performances to creative photo spots. One highlight is the RedNight on the Thursday evening, which will be opened with a spectacular firework display. The festivities will also extend into ToyCity Nuremberg, where we will

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The success of Spielwarenmesse is founded on its strong basis of continuity, innovative strength, and the ability to continuously adapt to the changing needs of industry Christian Ulrich, Member of the Executive Board, Spielwarenmesse eG

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illuminate key locations in the city centre in anniversary red. Why is this event such an enduring and important meeting point for the industry, more than seven decades since its humble beginnings? The success of Spielwarenmesse is founded on its strong basis of continuity, innovative strength, and the ability to continuously adapt to the changing needs of industry and trade. We maintain a close dialogue with the international sector and pick up on new trends at an early stage to continuously develop our trade fair concept. The Spielwarenmesse offers a unique environment that enables efficient business and targeted networking. Here, manufacturers, retailers, licensors and many other stakeholders come together to discover new products, forge new business relationships and exchange views on current developments. Our diverse programme of presentations and theme-specific Specials provide forward-looking momentum for the entire industry, deliver valuable market

toysnplaythings.media

Exhibitors

say… James Shepherd, CEO and Managing Director, Commotion on exhibiting at Spielwarenmesse

knowledge and create a space for innovation. It is precisely this blend of tradition and progress that makes Spielwarenmesse the central industry event – a platform for inspiration, exchange and sustainable business success. How do you work with the international toy community to evolve the fair and ensure it remains a vital and relevant annual event? We maintain an intensive dialogue with our exhibitors, trade visitors and associations from all over the world throughout the year. Through these regular discussions, surveys and networking conferences, such as the Spielwarenmesse Dialogue in the run-up to the main event, we receive valuable input that flows directly into the further development of our trade fair concept. We also closely monitor global market trends and reflect these at the Spielwarenmesse. In this way, we ensure that the fair remains an inspiring and relevant meeting place for the international toy industry year after year, adding value for established companies, start-ups, and new market entrants. What’s new for the fair in 2026? Visitors and exhibitors can look forward to a variety of new and exciting events at the upcoming Spielwarenmesse. A particular highlight will be the premiere of the Value of Play Conference on the Wednesday of the fair. Here, experts from various disciplines will explore different facets of play in lectures and panel discussions. Key topics include the promotion of social and emotional skills, the role of play in education and learning, the Kidults phenomenon, and play under extraordinary circumstances, such as in crisis or war zones. The conference is aimed at academics and educators, media professionals and content creators, as well as the marketing and PR managers of the exhibitors. It starts

JANUARY 2026

at 8am in the Toy Business Forum in Hall 3A with a champagne breakfast (registration recommended: presse@ spielwarenmesse.de). There are also new features in the Sports, Leisure, Outdoor area. In Hall 7A, the Pickleball Base sponsored by Joola invites visitors to try out the latest sporting trend: pickleball. In addition, the Testing Area once again offers the opportunity to test ride-ons, scooters and ball sport articles on site. How are you reflecting the growing Kidult market at this year’s fair? We are once again dedicating a special area to this growing target group with Toys for Kidults at the Entrance Mitte. With products from the collectibles, creative fantasy, and tabletop games categories, we provide retailers with practical ideas for in-store presentation at the point of sale and ideas for introducing a kidults-focused product range. Under the guidance of experts from Spiel Essen and Ultra Comix, Nuremberg’s flagship store for Kidult products, the games can be tested directly on-site. Exclusively for the fair, we will also be presenting up-to-date market figures from the market research institute Circana, highlighting the potential and development of this high-spending target group. The offering is rounded off by relevant presentations and live podcasts in the Toy Business Forum.

“Exhibiting at Nuremberg provides us with a unique platform to showcase our innovative tickit products to a global audience. The event’s international reach allows us to connect with a diverse range of buyers and distributors, enhancing our visibility and potential partnerships beyond what local events like Toy Fair or Spring Fair can offer. It particularly supports our European business that has grown over 20 per cent this year. “We do participate in other international trade events. However, the scale and significance of Nuremberg make it a cornerstone of our strategy, where we can effectively launch our extensive range of educational products: over 60 new products for 2026. This year, the standout feature of our Nuremberg stand is the Lighthouse Island set, which has been nominated for an award.” way, fostering important skills for the future. Many AI toys also work entirely without screens. The second trend, Creative Mindfulness, emphasises conscious, creative activities and experiences. It is about products and activities that promote offline mindfulness, relaxation and inspiration, whether through painting, crafting, upcycling or handicraft techniques. Creativity is seen as a counterbalance to the digital world and offers both children and adults the opportunity to create something with their own hands and discover new skills. These two trends will be impressively displayed at the ToyTrends Special area at the Entrance Mitte.

What other key trends will visitors discover at the fair – and how can they learn more during their visit? For 2026, our international TrendCommittee has identified two global, pioneering ToyTrends. AI Loves (to) Play focuses on intelligent toys that enable interactive and personalised play experiences. These include, for example, smart educational toys and talking play figures that help solve puzzles, tell stories and recognise individual preferences. These products combine technology and imagination in a playful

2026 preview Stand Hall 12, A-04-6

Stand Hall 12, F-02

Level up with

kidult gaming Fizz Creations

zoe.ryan@fizzcreations.com | www.fizzcreations.com Fizz Creations continues to lead the charge in kidult and retro gaming, delivering nostalgia-driven fun that resonates with today’s gamers and gift buyers alike. From the much-loved Keyring Arcades to the multi-award-winning Arcade in a Tin, Fizz gaming products have become proven bestsellers across global markets. The range offers retailers a compelling, accessible gifting proposition across a variety of attractive price points, tapping directly into the sustained appetite for retro gaming and playable novelty. The portfolio is now expanding into Wireless Plug & Play gaming systems, featuring world-famous licenses including Pac-Man, Tetris, and Galaga. A standout launch is Tetris Duel, a first-of-its-kind two-player experience that brings head-to-head competitive gameplay to the big screen, complete with wireless joysticks shaped like iconic Tetriminos. Looking ahead in 2026, the Fizz gaming universe continues to evolve with new formats such as Gaming Watches and Colour Handhelds, alongside the introduction of legendary titles including Street Fighter II, Commando, Missile Command, and Asteroids. With strong brand recognition and a globally proven track record, Fizz Creations remains the partner of choice for retailers looking to capitalise on the ever-growing kidult gaming category. Retailers and buyers can experience and play the range first-hand at Spielwarenmesse.

Sensory-rich, imaginative play Commotion Ltd 01732 225821 | info@commotion.co.uk www.commotion.co.uk Commotion Ltd is gearing up to make a bright and memorable return to Spielwarenmesse 2026, where it will debut a lively mix of fresh creations from its much-loved tickit brand. Visitors to the Commotion stand can expect the company’s signature hands-on approach: instead of peering at boxed samples, guests are encouraged to dive straight in to touch, test and experience each resource up close. Taking centre stage in the 2026 lineup is the new tickit Lighthouse Island. Designed as a companion to the award-winning Woodland Trail Treehouse, this beautifully layered wooden landscape is full of coastal charm and storytelling potential. With its thoughtful mix of durability and natural finishes, Lighthouse Island fits effortlessly into both retail displays and early years settings, and it’s ready to order right now. Tickit is also rolling out two brand-new Sensory Steel sets, building on the brand’s growing reputation for sensory and investigative resources. Made from smooth, cool stainless steel, the sets offer open-ended tactile play that supports STEM exploration, schema play and early discovery skills. The brand’s small world collection continues to flourish with the arrival of the Farm Discovery Dividers and a charming Wooden Farm Set. The dividers help children create fields, farmyard scenes and imaginative play zones, while the 15-piece wooden set features friendly characters, animals and accessories. Another eye-catching newcomer is the Building Gem Shapes Mirror Tray, a sparkling addition to the Gem Cubes and Circles family. Joining it are new jewel-themed threading and lacing sets,

Spin to win! Visitors can enjoy a spin the wheel prize giveaway and, by invitation, a relaxed chance to mingle with the Commotion team and fellow suppliers after 4pm. Plus, don’t miss Humphrey the Elephant, tickit’s friendly mascot, who will once again be roaming the halls for photo ops.

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Lighthouse Island

Butterfly Lacing Jewels

Gem Building Shapes Mirror Tray

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Creators & Distributors of Educational Toys www.commotion.co.uk

2026 preview

Endless possibilities

Stand

Hall 3, E-60

The Bigjigs Toys 2026 collection reflects a balance of playful imagination and commercial strength

Bigjigs Toys 01303 212691 | sales@bigjigstoys.com | www.bigjigstoys.co.uk Bigjigs Toys is proud to unveil a compelling selection of new product launches at this year’s Nuremberg Toy Fair, continuing its long-standing commitment to quality, imagination and purposeful play. Designed to enrich childhood through engaging, educational experiences, the 2026 range brings together storytelling, roleplay, music and portability. All underpinned by the trusted craftsmanship and sustainability credentials retailers expect from Bigjigs Toys. This year’s introductions span medieval railway adventures, beautifully detailed role-play sets, and clever on-the-go solutions, offering something for every stage of early development. Each product has been thoughtfully created to inspire children’s open-ended play while delivering strong shelf appeal. A headline launch for 2026 is the latest addition to the ever-popular Bigjigs Rail range: the Medieval Train Set. This imaginative 33-piece wooden railway set invites little kings and queens to embark on an epic quest, travelling through a castle turret aboard a themed wooden engine with two matching carriages. Complete with medieval accessories, wooden figures, a target for archery practice and a playful red dragon, the set brings a dramatic fantasy twist to traditional wooden rail play. Compatible with most major wooden railway brands

and suitable for children aged three years and up, the Medieval Train Set encourages storytelling, fine motor development This year’s and collaborative play. With generous introductions dimensions of W1020 x H110 x span medieval D460mm, it delivers a substantial, railway immersive play experience and offers retailers a standout railway set with a adventures, distinctive theme that appeals to both beautifully children and collectors. detailed roleBuilding on the success of its role-play categories, Bigjigs Toys is play sets, and significantly expanding its kitchen clever on-theand dollhouse collections for 2026, go solutions, recognising the vital role pretend offering play has in developing social, emotional and cognitive skills. something The Breakfast in Bed Tray is a for every charming new addition to the pretend stage of early play food range. Beautifully presented development. on an FSC Certified wooden tray, this 28-piece set includes breakfast favourites such as a croissant, toast, fruit slices, jam, yoghurt, milk and cutlery. Designed for children from 18 months, it encourages sharing and imaginative role play as little ones prepare and serve a special morning treat. The tray is perfectly sized for small hands and makes an appealing, gift-ready option for retailers. For dollhouse fans, the Dolls House Furniture Set is a comprehensive 31-piece collection designed to furnish every room of a miniature home. Perfectly scaled to fit the

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Bigjigs Toys’ Summer Cottage Doll House, the set includes furniture for the kitchen, lounge, bedroom and bathroom. The expansive collection ranges from a tiny wooden TV and sofa to a bunk bed and even a miniature toilet. Suitable for children aged three years and up, the set supports creative storytelling, spatial awareness and fine motor skills. Portability and versatility are also key focuses for 2026. The Fire Station On The Go offers action-packed play in a compact, travel-friendly format. This eight-piece fold-out playset transforms into a complete fire station, featuring a fire engine, firefighter figures, a sliding pole and a collapsible tower. When fully opened it provides ample space for heroic role play and storytelling, while its clever design makes it ideal for play at home or on the move. Suitable for children aged two years and up, it is a practical, and appealing addition for modern families. From themed railway sets and enriching role play to musical discovery and portable adventures, Bigjigs Toys’ 2026 product range delivers engaging, educational products that resonate with today’s families while offering retailers dependable performers with strong margin potential.

The Simply Scandi range also welcomes a musical new arrival with the Xylo Piano. Suitable from 12 months, this beautifully designed wooden instrument combines a colourful xylophone with a pianostyle keyboard. 8

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2026 preview

Milestones, magic

and momentum Santoro is marking its 40th anniversary in 2026 with a host of new products celebrating four decades of imagination and craftsmanship

Santoro

Stand

sales@santoro-london.com | www.santoro-london.com

Hall 1, E-01

As Santoro steps into another big year, the company arrives not only with a stand full of fresh creativity at Spielwarenmesse, but also with a sense of celebration. In 2025, Santoro marked an impressive 30 years of its award-winning Swing Cards, and the year ahead continues with an incredible celebration of 40 years of Santoro. Four decades of imagination, craftsmanship, and character-building have shaped the boutique design house into one of the industry’s most innovative voices – and this past year, that legacy shone brighter than ever. Throughout 2025, Santoro unveiled a series of product launches that demonstrated the brand’s signature fusion of artistry and ingenuity. From new collections across stationery, gifting, character lifestyle, and 3D paper engineering, its portfolio reflected not just evolution, but reinvention. Those efforts earned the company significant accolades, including a total of

seven industry awards, proving once again that great design spans generations. Santoro’s iconic Swing Cards earned the distinguished Henry Cole Classic Award, celebrating an enduring legacy. At the same time, the new Pop & Build/Countdowns range won categories in both Gift of the Year and the Independent Toy Awards, reaffirming a continued leadership in innovation and creativity. This momentum arrives just as Santoro prepares to unveil its next major chapter: Harmonie Lane – a fresh, girl-centric brand launching in Spring 2026 built around celebrating creativity, friendship, and the joy of realworld play. Featuring 10 aspirational “girl-nextdoor” characters, each with her own style and interests, Harmonie Lane invites girls into a community where everyone belongs and individuality is celebrated. With a mix of relatable storytelling, catchy music, and hands-on craft and stationery products, the brand champions having authentic fun while embracing new skills. Early global interest is

already strong with key partners soon to be announced, signalling a bright future for a brand built for today’s real girls and real communities. Alongside the upcoming brand launch, Santoro’s beloved Gorjuss line is entering a milestone year of its own. This year, Gorjuss celebrates 15 years of inspiring collectors and fans alike all around the world. To mark the occasion, the company will be unveiling Gorjuss Memories – a nostalgic, yet newly reimagined collection. The new range will revisit some of the most adored Gorjuss girls from the past decade and a half, refreshing them for a new generation while preserving the emotive storytelling and intimate charm that collectors treasure. Sentimental and beautifully detailed, the release of Gorjuss Memories will be a commemorative and exciting event for fans to hold close to their hearts. With anniversaries to celebrate, new worlds to explore, and a strong slate of launches spanning physical and digital play, Santoro looks forward to an exciting new year of creating and innovating.

Don’t miss While Santoro’s paper engineering remains at the core of its identity, 2026 will also showcase the company’s increasing presence in digital play. Bangoberry, its tropical, animalthemed lifestyle brand, is set to expand into the virtual world with an upcoming launch on the global digital gaming platform, Roblox. Fans will soon be able to step onto Bingo Bango Island, explore its lush environments, interact with the lovable Bango Bunch characters, and embark on lively quests – like hunting for collectible Bangobobs. It’s an immersive, gamified extension of the brand that brings its adorable personality to life in a new and globally accessible way. 10

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2026 preview

Speed, innovation

and fun

Stand

Hall 6, C-20

Bladez Toyz is bringing another jam-packed offering to Nuremberg Toy Fair this year, from new innovation in the bestselling Hot Wheels range, to a first-to-market toy collection for the hit preschool animation Mojo Swoptops

Bladez Toyz 023 9265 3104 | charlotte@bladeztoyz.co.uk www.bladeztoyz.co.uk Bladez Toyz is gearing up for another jam-packed Spielwarenmesse in 2026, returning with it’s biggest range to date. Visitors will get a first look at brandnew licensed ranges launching Fall 2026, alongside standout innovation in their bestselling Hot Wheels range, exhilarating high speed RC for DC Batman and extended offerings within their hugely popular Minecraft Maker Kitz range. Adding to the excitement, the company will unveil the return of the revolutionary RC concept that took the market by storm when it first launched almost a decade ago! Bladez Toyz will be showcasing a host of new licenses tapping into the evergrowing kidult market, alongside notable product development in the Hot Wheels Maker Kitz range – designed to appeal to teenagers and adults alike. Leading the lineup is the new 4Trac Racer Set - featuring two of the fastest Maker Kitz vehicles to date. These easyto-build kits require no glue or scissors, and the larger-scale 4Trac cars are equipped with motorsport style wheels for enhanced grip – setting the

scene for lights out and away we go. The action continues in the skies as eco-friendly Bladez unveils the next evolution of alternative for Hot Wheels flying RC. The Hawk MAX Bladez parents. The is a larger scale, easy to fly racing Toyz will be range will feature drone that packs in all the features that showcasing vehicles seen in made the original Hawk so popular, the first season, including 360 flips, LED lights, auto a host of new including fire top, hover and multispeed control. This licenses tapping dozer top, chopper bestselling drone will be demonstrated into the evertop and dumper alongside the all-new 4Trac Racer top, allowing kids Drone - a legend on the track and in growing Kidult to recreate their the air. Blending style with speed, this market favourite episodes. impressive hybrid vehicle is set to soar Fans of Mojo and his trusty sidekick on to shelves in AW26 and you won’t Bo will also be able to swop the top want to miss it in action. with the unique Swop System Puzzle Bladez Toyz’s first-to-market toy range Track Playset. Complete with 12 puzzle for the hit preschool animation Mojo tiles and a motorised Mojo, the set Swoptops is set to roll into stores in encourages problem solving while early 2026. Following a teaser at London developing dexterity and hand eye Toy Fair last year, Bladez Toys will coordination. Preschoolers can plan be showcasing the full launch the route from dozens of track range, bringing the magic of the combinations, before sending much-loved CBeebies series Mojo off on his adventures to life for preschoolers. With soaring above Swoppiton the show already airing in the as a plane or switching to UK, Australia, Canada, Belgium, tipper mode complete with France and across the Nordics boulders. - and consistently ranking in Complementing the top five for the respective the vehicles range is a broadcasters – momentum selection of Mojo arts and behind Mojo Swoptops crafts lines – perfect for continues to build. creative fun! The new range will include an assortment of pocket money vehicles made from wheat straw looks forward to wowing visitors with speed, innovation plastic, and fun from across its bumper sized offering for 2026. offering an

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The Bladez Toyz team....

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2026 preview

Dress to

impress Smiffys

sales@smiffys.com smiffystrade.eu

Stand Hall 9, D-17

Smiffys will present an extensive preview of its 2026 collections, spanning children’s and adult costumes, wigs, accessories, and make-up. With a strong focus on trend-driven design, licensing, and seasonal innovation. Halloween remains one of Smiffys’ strongest categories, and the 2026 range introduces fresh concepts across every category. A key highlight is the expansion of family costumes, featuring matching designs for adults and children. New themes include Skeleton Pirates, Grim Reapers, and Vampires, offering retailers coordinated options that tap into the growing demand for group and family dressing. Another major addition is the Zombie Fairytales range. Smiffys is also debuting a new collection of Easy Halloween options. These accessible costume kits include tops and masks with high definition digital prints, an ideal solution for customers who want a simple but impactful Halloween look without committing to a full costume. Designs Smiffys include skeletons, zombies, and clowns, providing wide appeal for casual dressers. continues For kids’ Halloween and Carnival seasons, to expand Smiffys will present a vibrant selection of new its licensing designs. These include a Green Witch costume with a light up portfolio with skirt, an Evil Pumpkin jumpsuit several major with glow in the dark mask, a Dark Butterfly, and a bold additions Bright Bones Skeleton. debuting at Rounding out the children’s Spielwarenmesse range is the delightfully eerie twist on a mega trend with the Horror La Boo! costume, bringing playful spookiness to younger audiences. Smiffys continues to expand its licensing portfolio with several major additions debuting at Spielwarenmesse. One of the standout launches is the Yellowstone Rip Wheeler costume, complete with an iconic branded Jacket, Cowboy Hat, and beard, offering fans the chance to step into the world of the hit series. Another major addition comes from the horror genre: SAW costumes for adults and children, featuring the franchise’s famous white mask with hair and a signature blazer. Beloved properties remain central to the range, with Smiffys unveiling new Addams Family costumes showcasing all key characters, including Morticia, Wednesday, and Gomez. Smiffys has also expanded its Carnival range for 2026, with bold, colourful, and expressive designs. And, as official sales agent for Rubies, you will also find new 2026 collections from the costume brand on the stand, inlcuding exciting new licensed products and toyetic accessory kits.

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toysnplaythings.media

Dino-mite! Depesche Germany +49 (0) 4152 9360 info@depesche.com www.depesche.com

Stand Hall 1, D-10

TopModel by Depesche follows the glamorous world of 15 model friends’ everyday lives. In their four lively and colourful shared flats the girls and their pets are in for lots of exciting adventures. The range includes a variety of cute sticker books, creative Dress Me Up books, bags, accessories or beauty style ideas. And don’‘t miss the Beauty and Me products from TopModel. Little princesses can try things out and discover their very own style with an extraordinary selection of make-up sets, beauty accessories, bath products and lip gloss sets. Wild, loud and action-packed Dino World + Action brings dinosaur times, primeval adventures and the power of the superfast Monster Cars into little ones’ rooms. Check out the flashing and completely filled triple pencil cases, creative sticker books with dinosaur motifs – or totally wild adhesive tattoos.

25 years of fun

THE PUPPET COMPANY 01462 446040 info@thepuppetcompany.com www.thepuppetcompany.com

Stand Hall 1, C-27

The Puppet Company is celebrating a major milestone in 2026 as its turns 25 The Puppet Company is a family-run enterprise started by two parents who were formerly teachers to help children learn through play. From its humble origins making puppet theatres in the family home to celebrating the global reach of its 25th anniversary in 2026 The Puppet Company has maintained an unwavering dedication to quality and affordability and a deep commitment to continuing its mission: to promote playful learning, foster storytelling, and spread smiles far and wide. These qualities give its products an appeal to all ages and, importantly, make them suitable for year-round gifting. Today its hundreds of products include finger puppets, hand puppets, comforters, walking puppets, backpacks and books with puppets, in addition to cuddly plush; in 2017 the company introduced Wilberry Toys, its very successful sister brand specialising in beautifully crafted, plush soft toys. All products are made from the highest-quality materials, tested to the highest-possible safety standards and developed with sustainability in mind, most notably the growing ECO ranges, which are made from recycled materials. The Puppet Company also offers strong support for its retail partners, working closely on selections and offering a great range of POS solutions, including bespoke

JANUARY 2026

solutions, with more designs underway for instantly eye-catching fixtures. This attention to detail, quality and support has helped The Puppet Company to build a distribution network that now extends to over 40 countries and has made it one of the world’s leading puppet suppliers. Today’s Puppet Company offering extends from animals, monsters and people to vehicles and much more. This includes such puppets as the Large Creatures Orange Snake Hand Puppet, the Rainbow Monkey and the Jumbo Friends Elephant, the My First Puppets collection of beautifully soft glove puppets and the My Cuddly Puppet collection – which can also be used as comforters! Despite launching hundreds of successful products over the years, The Puppet Company is not resting on its laurels, with many new lines on the way – including two wonderful new seasonal collections. The Halloween Finger Puppets collection includes a black cat, a ghost, a vampire, a witch, a skeleton, a pumpkin and a bat. The Christmas Finger Puppet collection includes a reindeer, a snowman, a gingerbread man, a Christmas tree, a Christmas pudding, an elf and, of course, Father Christmas. All are made from soft plush with embroidered detail and are designed with a finger pocket underneath, adding puppet-style fun to imaginative

play for festive seasons. Featuring a ribbon on the top, they can also be used as spooky or festive decorations. Licensing and collaborations are also seen as important opportunities for a company that is not only strongly established in its field but also trusted and admired. Notable here is the iconic Natural History Museum prehistoric plush range in large and miniature sizes, featuring a Velociraptor, a Stegosaurus, a Tyrannosaurus rex, a Triceratops, a Quetzalcoatlus, and a Diplodocus. Beautifully designed, high-quality and palaeontologist-approved, these are fun to play with but also a delightful way for children to learn more about prehistoric animals. Proudly designed in collaboration with leading conservation charity RSPB, the new Hide-Away Puppet plush Bug Hotel is home to a female ladybird spider, a red mason bee, a seven-spot ladybird and a common woodlouse. It’s perfect for imaginative play – and also teaches children about nature’s tiny wonders. For every purchase, £1.00 is donated to the RSPB to help support its vital conservation work. The Wilberry Toys plush soft toys offering, meanwhile, now includes the stunning new Wilberry Water Wonders, a collection of eight colourful plush sea dwellers, Wilberry Jungle Friends, featuring a monkey, a lion, a hippo, an elephant and a giraffe, and the Wilberry Teddy Bears Picnic Set, three charmingly dressed mini teddy bear soft toys, picnic basket – and even a little tablecloth! There are also the Wilberry Plush Dancers, Wilberry Dolls and new Wilberry Minis Collection. These are only a few of the many reasons why The Puppet Company continues to attract new fans – of all ages – 25 years after its launch – and plans to attract many more over the next 25!

IN FOCUS

BIGJIGS TOYS

“Sustainability is built into our DNA” Liz Ireland, co-founder and Managing Director of Bigjigs Toys, is a passionate advocate for sustainability. Here she shares how her family-run business places these values at the heart of

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we’ve continued to innovate within our core ranges, with new launches designed to nurture children’s cognitive and physical development. Educational value and sustainability have always been at the heart of what we do. For 40 years, our wooden toys have been designed to inspire Liz Ireland, co-founder open-ended play while supporting and MD, Bigjigs Toys key developmental skills. At the same time, we’ve been mindful of our responsibility to the planet long before it became a wider industry conversation. From FSC-certified wood to recycled packaging and solar-powered warehouses, sustainability is not an afterthought for

We see sustainability as an investment in the future of the planet and the toy industry

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We celebrated 40 years of play in 2025, a truly landmark year for us. It’s been a chance to reflect on how far we’ve come, from a small family business to a trusted global toy brand, while staying true to the values that shaped us: quality, sustainability, and creating toys that spark imagination. One of the biggest highlights has been welcoming new brand acquisitions into the Bigjigs family, from introducing Fiesta Crafts to our range early last year to recently becoming the UK and Irish distributor for 4M toys, broadening our portfolio and giving retailers an even richer choice across puzzles, games, and educational toys. At the same time,

us, it’s built into our DNA. Recent toy trends have seen a pushback against excessive screen time, with parents seeking toys that encourage hands-on learning instead. But beyond that, families are more ecoconscious than ever and want toys that reflect their values. A wooden train set or puzzle that’s sustainably made and offers real developmental benefits is much more appealing than something plastic that quickly loses its charm. Parents are making more thoughtful choices, looking for products that will last, educate, and tread lightly on the planet. Retailers are listening to their

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Sustainability is a...

JANUARY 2026

commitments that have reshaped how we operate. Cost can be a hurdle for many companies. Eco-friendly materials and processes often come at a premium, especially when you’re determined not to compromise on safety or durability. There’s also the challenge of supply chains, which aren’t always geared toward sustainable options. But for us, it’s not about short-term savings but longterm responsibility. We see sustainability as an investment in the future of the planet and the toy industry. We’d love to see sustainability woven into every stage of toy production as standard practice. Not just packaging, but materials, logistics, and even how toys are disposed of at the end of life. The toy industry has such an opportunity to lead by example. If every manufacturer embraced FSC wood, recyclable packaging, and renewable energy, the collective impact would be enormous. The toy fair season is always a busy

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Retailers are listening to their customers, and parents are very vocal about wanting eco-friendly choices

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customers, and parents are very vocal about wanting eco-friendly choices. But many retailers also want to do the right thing themselves. Sustainability is becoming an important factor in buying decisions, not just a nice-tohave. The demand is only going to grow, and we’re proud to already be ahead of the curve. Everyone should make a contribution, and we are no exception. Since installing 216 solar panels on our warehouse roofs back in 2011, we’ve continued to push for greener operations by switching to LED lighting, moving most of our vehicle fleet to electric, and ensuring nothing from our sites goes to landfill. We use FSC-accredited wood, design products with minimal plastic, and package them in 90 per cent recycled board printed with soy inks. We’re also rolling out recycled, fully recyclable transit bags, and through our House of Puzzles brand, we’re proud to be the first puzzle company to offer 100 per cent plastic-free packaging. These are not token gestures but long-term

journey, not a destination. We’re proud of the steps we’ve taken so far, but we’ll never stop looking for ways to do better. Our goal is to create toys that children love, parents trust, and the planet can sustain.

Liz Ireland, cofounder and MD, Bigjigs Toys

and exciting time for us. We’ll be at Toy Fair showcasing both our core wooden toy ranges, our House of Puzzles collection as well as 4M, NeeDoh, Tiger Tribe and Green Toys. Educational, screen-free play remains our focus, and we’ll also be championing the progress we’ve made in sustainable product design and packaging. It’s a great opportunity to show retailers how eco-friendly toys can be every bit as fun, engaging and commercially successful.