Chairman Malcolm Naish malcolm@lemapublishing.co.uk
Managing Director
Mark Naish mark@lemapublishing.co.uk 01442289953
Sales Director
Claire Naish
claire@tnpmedia.co.uk 01442 289937
Editor Anthony Clarke ant@tnpmedia.co.uk 01442 289939
Assistant Editor Naomi MacKay naomi@lemapublishing.co.uk
Retail Editor Clare Turner clare@lemapublishing.co.uk
Assistant Editor
Rhys Thomas rhys@lemapublishing.co.uk
Production Director
Paul Naish
paul@lemapublishing.co.uk 01442 289933
5 Leader with Anthony Clarke
6 What’s New
The latest products that you need to get your hands on
8 News The latest from the industry
16 Month in Numbers
Our roundup of what’s been happening...
17 Retail Talk
TnP catches up with toy retailers
50 Don’t Miss
Must-stock items for retail
14 Cover Story
We celebrate 40 years of Epoch Making Toys’ Sylvanian Families, and look at its new appeal to kidults
26 Trading Card Games
We lay our cards on the table with this roundup of some of the latest releases in the TCG arena
32 Dolls & Collectibles
This popular sector continues to impress
37 Tech Toys & Gadgets
Adding a new layer to the latest toys
38 Science & Nature
Inspiring budding scientists
Lema Publishing Ltd Unit 1
42 Let’s Party
Dress-up and party bags offer year-round sales
Broomstick Industrial Estate High Street Edlesborough, Buckinghamshire LU6 2JA
At the heart of retail
47 Autumn Fair
Licensing is the focus for the 2025 event
22 UK Games Expo
The experts from Beacon Games report on this year’s event
30 Kind + Jugend ASEAN
Southest Asia enters the global stage
20 Retail Interview
Golden Teddy recipient Paul Carpenter, of Totally Toys in Bristol, shares his retail journey
34 Retail Interview
Rachael Sankey, of Harold’s in Shropshire, tells Clare Turner about her rationale that play is for all ages
18 The Insights Family
Part 2 of our focus on The Insights Family’s Licensing 2025 report, which shows how producers and content creators are building Intellectual Properties (IPs) that live across platforms, formats, experiences and products
48 Spotlight
Going green isn’t just good for the planet, it’s good for business too, says Andrew Goodacre, CEO of Bira
49 Retail Opinion
John Ryan considers how being kind to the planet and playing the long game can help retailers
Here comes summer, school is out oh happy days.
Two things there – the first is that summer’s pretty much been here since March or even before. And second – school is not actually out yet, well round where we live it’s not. Yes, the GCSE and A-level kids have done their exams but the schools are keeping them in the boiling hot classrooms until the bitter end. Have to admit I feel quite sorry for the teachers as well. And that’s a first for me.
Before diving into the issue, sadly, the first thing I have to say is that the toy industry has lost an absolute and well-known stalwart, Peter Brown, who has passed on after a long illness. Peter will be fondly remembered as a kind and unassuming man – a true gentleman in fact. Sharp, insightful on the business side, he was also chairman of the British Toy & Hobby Association (BTHA) in the early 2000s. Among his honours he received the Toy Retailers Association’s ‘Personality of the Year award’ in 2011 – not to mention the prestigious Lifetime Achievement award. Thanks for everything, Peter.
Anthony Clarke
market. This comes amid the broader rise in toys marketed to grown-ups. We’re looking forward to seeing the return to growth and, in the meantime, we can all enjoy the anniversary.
The July features, spotlights and focuses are varied and include Science and Nature, Dolls and Collectibles, Let’s Party (costumes, goody bags and more) and Trading Card Games.
We naturally gravitated toward ButtChess because, well, who wouldn’t? “ ”
Now then, on to TnP’s July issue of cool – in both senses – entertaining and informed reading.
On the retail side, we have a timely piece from Bira (British Independent Retailers Association) about stores going green. And John Ryan, our regular retail columnist, follows this with his usual perceptive analysis of sustainability in the retail sector. He tells a fantastic story about the car park outside a Walmart store on a hot day in Texas. I won’t spoil it here so head on over and feel the heat. Still on retail, Clare Turner has written two excellent interviews on Harold’s of Church Stretton and Bristol’s Totally Toys. The latter is so heartwarming, it will make you want to hug yourself.
The cover story from Epoch is, as you might expect, about its Sylvanian Families. 2025 is the 40th anniversary of the legendary collectibles that have been inspiring and loved by their realworld equivalents – from young children to their parents – and now, increasingly, the kidult market. Epoch’s British subsidiary in particular has said it wants to sell more dolls to adults after a drop in profits, blaming the UK’s declining birth rate and cost-of-living crisis for a fall in its traditional
Talking of games, we have a superb review of the UK Games Expo (UKGE) show. Gaming store, Beacon Games, is run by a passionate team of gamers – in their 30s now and all friends since childhood – and they hurtled up to the midlands for us. The energy and enthusiasm at UKGE – ever more popular year on year – was incredible and sizzled through our guys as you’ll see. Here’s a small teaser for what’s waiting for you: “We naturally gravitated toward ButtChess because, well, who wouldn’t? There were a lot of people playing it.” We have another show review, this one being on the third edition of Kind + Jugend ASEAN held in Bangkok. This seems to be growing well too, and we’ll keep an eye on it next year.
This month’s Insights Family column is again based on their thorough and in-depth Power Moves in Licensing 2025 report which was published in time for the Las Vegas licensing event. There are two areas of focus this time: “Minecraft – game to entertainment powerhouse” and “The right ingredients for a licensing success.” The latter suggests that in today’s licensing landscape, success hinges on one key factor – timing.
Finally, there are the usual regulars – Don’t Miss, What’s New, Talkng Retail and Month in Numbers. My favourite among those is in Don’t Miss. It’s a Lego collaboration with Amsterdam’s Vincent Van Gogh Museum. Lego and the museum experts have worked together to re-create Van Gogh’s legendary Sunflowers painting – and the artist himself. No need to visit –unless you want to – because our image on the page is lovely.
And that’s about it from me for now. I hope you all enjoy the read and have a great month ahead as we head into Autumn for the Birmingham NEC Gift and Toy Fair.
As ever, I’d love to hear from readers, whether suppliers, retailers – all of you – if you have news or opinions to share. So please get in touch with me at ant@tnpmedia.co.uk.
Let’s stay in touch.
RAVENSBURGER
01869 363800 | sales@ravensburger.com | www.ravensburger.com
Ravensburger revealed the full cast of monsters for the summer launch of Horrified Dungeons & Dragons at UK Games Expo (UKGE). The fifth and latest edition of the company’s popular cooperative tabletop game will set players against four of the classic roleplaying game’s most fearsome foes and will also introduce new gameplay elements inspired by the mechanics of D&D. Set in the notorious Undermountain, players can roll the included d20 – a D&D essential - to harness their special abilities against Beholder, Displacer Beast, Mimic and Red Dragon.
UK Games Expo, held at Birmingham’s NEC, offered the first opportunity for fans to experience the full character lineup and gameplay. Visitors were able to take to the
tables at the Ravensburger stand to pit their wits against the D&D monsters.
Vicki Isitt, Ravensburger product manager, games, said: “UK Games Expo is an incredible showcase of the best that the games world has to offer. This year, we have been lucky enough to give visitors the first demo opportunity across a raft of titles. Horrified Dungeons & Dragons has been hotly anticipated for some time, and being able to share it in its entirety here is really exciting. We’ve had a great response during the UKGE press preview evening and we’re looking forward to three more days of pure games fun.”
Among the other Ravensburger highlights at the show was Gloomies, which was shortlisted as Best Family Game in the event’s awards programme.
01462 446040 | info@thepuppetcompany.com | thepuppetcompany.com
The Puppet Company invites you to meet the Micro-Monsters – an eye-catching collection of fabulously fun, vibrantly coloured and delightfully detailed finger puppet characters. Whether they’re used for storytelling, roleplay, educational activities, or just a lot of fun – these cheeky creatures promise to be an instant hit with children of all ages (and adults), while also helping to develop communication and fine motor skills. Ranging from playful monsters to the friendliest fiends, there are seven unique personalities and adorable designs to collect – super cute alone, or mix and match these mischief makers for even more monster mayhem.
From Fuzzle, the rainbow-coloured monster, with its sticky out tongue, and Orbix the quirky purple monster with a trio of curious eyes, to Glunk, the one-eyed monster with purple horns, and Snaggle, the sky blue monster with a mischievous smirk – there’s a truly monstrous amount of fun to have.
At just a few inches tall, these mischievous monsters tuck easily into a pocket or backpack, inspiring imagination and play from the palm of little one’s hands.
07943045895 | alexandra@eyaslondon.com www.eyaslondon.com
Eyas, the doctor-founded brand for innovation in baby development, has introduced its latest product: a sensory car toy designed to entertain and support a baby’s development while on the move. Blending infant development with fun, this toy is set to transform travel time into a stimulating experience. Co-designed with UK paediatricians, its reversible sides ensure it grows with the baby – from newborns to one-year-olds. One side features Eyas’ signature black-and-white images, carefully designed using simple, bold patterns to enhance cognitive development in newborns. Then flip to the colourful side for infants two months-plus, once their vision is developing and they start to see primary colours. This is adorned with animal characters– a yellow giraffe, a red octopus, a blue octopus, and a green tortoise.
01420 593593 | info@asmodee.co.uk | www.asmodee.co.uk
Asmodee invites players back into the immersive world of Altered with its thrilling second expansion – Whispers from the Maze. Inspired by feedback from the Altered community, this new set brings even more mystery, strategy, and discovery to the table, delivering a unique gameplay experience that continues to evolve with every booster.
Delve into the City of Scholars and the mysterious maze beneath. Set up camp on the surface, explore long-buried secrets, and uncover what lies in the darkness – if you dare.
This expansion introduces Scout, a new mechanic that lets players activate card effects at a reduced cost, and Passive Support Abilities to strengthen strategy before rejoining the battle. It’s a fresh layer of tactical depth that adds richness to every deck.
There are six beautifully illustrated triptychs to collect – a new storytelling feature split across three connected
cards. When combined, these create vivid scenes from the surface world and reveal how each faction plays their part in the camp’s survival.
Perfect for new and returning players alike, Whispers from the Maze launches with the first-ever Pre-release Kits. Each kit includes:
7 Whispers from the Maze booster packs
●1 set of premium adventure cards
1 illustrated card divider from the triptych collection
1 deck-building guide for a seamless start
Plus, with the Altered app, players can scan booster packs in seconds to instantly update their digital collection. The app also supports deckbuilding and event play, making it easier than ever to connect and compete.
www.infantino.com
Infantino Is unveiling a musthave line-up of products for families on the go just in time for summer holidays.
The collection of baby essentials has been thoughtfully designed to make travel with little ones smoother, simpler, and more enjoyable. From road trips and airport terminals to city breaks and beach days,the smartly designed gear keeps comfort and convenience at the forefront for families on the move.
Providing a safe space for babies to roll, crawl and play, is the Foldable Soft Foam Mat. This epic playmat is great for both home and away and comes in two stylish prints: Multicoloured and Rainbow. The portable, grippy playmat has super handy fold-up sides to help keep toys (and babies) contained, while the lightweight and stylish double-sided designs are easy to take whether that’s a hotel, park, or even the beach.
For entertainment, look no further than the Stick & Spin Pal Racoon. The suction-based activity toy features a rotating raccoon, mirror, spinner, and beads that engage the senses, while also promoting fine motor skills. It’s compact, colourful, and sticks securely to most trays or windows, for mess-free play wherever you go.
ALL JIGSAW PUZZLES
01837 811 317 | hello@alljigsawpuzzles.com www.alljigsawpuzzles.co.uk
Puzzle specialist All Jigsaw Puzzles has unveiled the second instalment of its Djigsaw Vu collection –a puzzle concept that challenges twice.
In this collection, users must first complete a standard jigsaw puzzle. Then they need to take on the second twist – the same scene, but at a completely different time. The second to launch in this super fun range is Djigsaw Vu in the Classroom.
First, puzzlers have to piece together a futuristic classroom, where robot teachers and high-tech gadgets take the lead. Then, they need to take on the second puzzle twist – flip the page back in time to simpler school days. Imagine the same scene during a completely different time; everything is similar, but nothing is the same.
This epic classroom challenge lets players dive into the chaos of parallel worlds, travelling through time – it’s a space-age adventure versus a nostalgic dream.
With cartoon scenes from popular artist Ricardo Galvão, the set includes two 1,000-piece puzzles, one featuring a scene of years gone by and the other a vision of the future. This puzzle duo quite literally sets worlds apart with fun and intrigue.
It is with great sadness that we announce the passing of Peter Brown, who left us peacefully yesterday after a long illness.
Peter was born in 1944 and, following a boarding school education, began his remarkable journey in the toy industry in 1966 with Mettoy.
His passion and acumen quickly became evident, and he went on to lead the US subsidiary of Britain’s Petite’s until 1983. That year marked his return to the UK, where he helped form Tomy UK, establishing brands such as Sylvanian Families, Zoids, and games such as Pop-Up Pirate. Peter held the position of European group MD.
Peter’s entrepreneurial spirit led him to establish
Flair Products in 1999, a company that flourished under his guidance and delivered many exciting brands to market including Plasticine, Sticklebricks, and of course Sylvanian Families. Flair was acquired by Giochi Preziosi in 2008.
A respected figure and legend in the industry, Peter joined the Fence Club in 1990 and served as chairman in 2003/2004. He was also a past chairman of the British Toy & Hobby Association (BTHA).
In recognition of his lasting contributions, Peter was honoured with the Toy Retailers Association’s Personality of the Year award in 2011 and also received the prestigious Lifetime Achievement award. There was also a
minute’s silence in Peter’s memory at BTHA’s Industry Day on June 25 when Peter’s passing was announced.
Peter will be fondly remembered as a kind and unassuming man – a true gentleman. He was a sharp, insightful businessman with an innate understanding of his customers and the evolving toy industry. His legacy will live on through the many lives he touched both personally and professionally.
He will be deeply missed and our thoughts are with Penny and his family.
INDX, the organiser of multiple UK trade shows and a key supporter of the independent retail sector, has announced a strategic decision to move the event to a more commercially advantageous first-half 2026 timeframe and postpone
this year’s Autumn INDX Toys Show. Devlin Lindeque, toys product director, said: “Our commitment to the toy sector is unwavering. This adjustment allows us to fully leverage the 2026 timeframe, and we’re now focused on creating an impactful and commercially rewarding event for our exhibitors and buyers.”
INDX believes the new timeframe will offer stronger opportunities for exhibitors and buyers. More details on this will be communicated with confirmed dates.
Just Play has announced the appointment of Sara Taylor as senior vice president (SVP) of sales across Europe, the Middle East, and Africa (EMEA) effective immediately.
In her new role, Sara will report to chief operating officer Jerry Goldsmith, and will lead Just Play’s commercial strategies and sales operations.
Taylor comes to Just Play with over 30 years of experience in the global toy industry, most recently as SVP at MGA Entertainment, where she oversaw the company’s operations in the UK, Ireland, France, Italy and Spain. She has also held senior leadership roles at Mattel, Spin Master, and Funrise.
Sara Taylor said:
“Just Play has a great portfolio of brands and products, and I am honoured to have the opportunity to work with them. I’m thrilled to join the team to continue building on the success they’ve had across the region.”
Jerry Goldsmith said:
“The appointment of Sara is key to accelerating our growth across the EMEA region, bringing localised leadership to further strengthen our market position. She is a proven leader with a strong track record of success and will be an excellent addition to our leadership team.”
Neil Montgomery, commercial director and country manager at Juratoys UK Ltd has announced his departure, and is seeking his next leadership role within the toy industry.
Neil has extensive experience in toys as well as the stationery, hobby, and craft sector from his various director roles at ColArt. In his most recent role as MD/country manager/commercial director at Juratoys he was responsible for all aspects of the business with full P&L responsibility.
Neil began working at Juratoys after it acquired Alex Brands, which included a number of brands from Slinky, Alex Toys, Zoob, Backyard Safari to Poof. As part of the senior management team establishing the brands back in the UK market, they had huge success re-launching many much-loved brands and products including Slinky Dog. In the past five years Neil has shifted focus to developing and growing sales of the Janod and Kaloo brands as Juratoys parted company with Alex Brands.
Former MV Sports MD, Phil Ratcliffe, received a British Toy & Hobby Association (BTHA) Outstanding Contribution Award at the annual BTHA Toy Industry Day on June 25.
The prestigious award was presented to Phil for his outstanding contribution to enhancing and developing awareness and knowledge of the importance of play for the good of children of all ages, through the development of the BTHA’s Make Time 2 Play campaign.
The Association recognised Phil’s transformative influence and driving force, which meant that after austerity measures in the 2010s pushed play and children down the political agenda, the BTHA helped to fill the gap.
During the BTHA AGM, there were also planned changes to the BTHA Officers. Phil Ratcliffe was replaced as President by Jon Diver, Simon Pilkington’s term as Chairman came to an end, and he became Vice-President, Colin Houlihan was welcomed as
Chairman, and Jacqueline TaylorFoo as Vice-Chairman. Phil was thanked for 23 years of service as a member of the BTHA Council. Roland Earl, director general at the BTHA, said: “Phil has been a valued member of the BTHA Council for over two decades now, and a long-time champion of the work of the BTHA and play. I’d like to thank him on behalf of the BTHA for all of the support he has given to the BTHA, and the industry, over the years. This award is very well deserved. We look forward to working with Phil in some new ways in the future.”
Just Play UK hosted a fun-filled event at the Disney Store Oxford Street in June, inviting fans to join in to celebrate the launch of the latest Disney Stitch toy: Many Moods Stitch.
There were customers as well as a select guest list of influential channels who came along to discover the many moods of Stitch. Professional demonstrations of the toy were offered throughout the event, highlighting the beautiful plushie that brings the lovable blue alien’s personality to life.
There was also a treasure hunt for visitors to enjoy that focused on the many moods of Stitch. Another key attraction was a giant six-foot soft toy Stitch and tiki cart display, both of which offered eye-catching photo points to remember the occasion.
More than 500 attended, with a mix of family influencers and popular Disney fans, including Amy Skelton, joining in the fun.
Jennifer Lynch of The US Toy Association looks at how toymakers are are creating seriously attractive playthings
In 2025, collecting is anything but a niche hobby. Whether it’s a micro mini that fits in the palm of your hand or a premium shelfworthy action figure that never leaves its packaging, collectibles are driving engagement, purchases, and passion across all age groups.
Dubbed Collectible Cravings in The Toy Association’s 2025 trend report, this trend reflects how toymakers are creating buzzworthy, limited-run, and highly engaging playthings that appeal to both casual fans and serious collectors alike. Underscoring the opportunity, sales of collectible toys grew nearly 5% globally in 2024, according to Circana, with major gains in small collectible figures, plush, and trading card games.
Kristin Morency Goldman, senior director of strategic communications at The Toy Association, said: “For many of today’s toy shoppers, they aren’t just buying the product – they’re buying into the story and the fandom that goes along with it. Toymakers and retailers recognise that by designing and carrying collectible lines with intentionality layering in character backstories, rarity levels, and seasonal drops they can build more excitement and more community around these brands.”
From adults trading high-end collectibles on Reddit to influencers showcasing their limited-edition toy finds on TikTok, social media has also amplified the act of collecting. Everyday collectors have become tastemakers. Viral videos featuring rare finds, fan theories, and trading hauls keep the momentum building around toy brands, while platforms such as TikTok and Discord help niche communities discover and share products in real time.
Morency Goldman added: “For toymakers, the message is clear: Collectibility can be built into nearly any category – and when done right, it leads to repeat purchases, deeper brand engagement, and an extended product lifecycle. From digital integrations to crosscategory licensing partnerships, the craving to collect shows no signs of slowing down.”
Here’s a small sampling of Collectible Cravings for 2025: Luffy and Buggy the Clown join the LEGO BrickHeadz lineup in adorable, chibi-style figures that are easy to build and perfect for display for One Piece fans.
The Stranger Things Limited Edition Top Trumps Card Game invites fans into the world of Hawkins with a card game featuring iconic characters, powerful stats, and thrilling gameplay for fans of the hit Netflix series.
Kids can uncover prehistoric surprises with MGA Entertainment’s Jurassic World Make It Mini Dinosaurs, inviting kids to inject ‘Dino DNA’ powder into mystery capsules to reveal one of 12 collectible mini dinosaurs.
Cra-Z-Art’s Disney Crystal Surprise Series 2 features 16 colourchanging crystal figures – including Ariel, Olaf, and Mulan – each hidden in a surprise ball with two accessories and either Cra-ZSlimy or Cra-Z-Sand.
Disney has released a new, special edition Stitch plush from Disney Store Japan featuring ultra-fluffy pastel fur, embroidered details, and a lovable head-on-hand pose perfect for snuggles.
To learn more about all the toy trends poised to shape the play landscape this year and to watch our full 2025 Toy Trends Briefing, visit toyassociation.org/trends.
Nominations are now open for the 2025 Toy & Game Innovation Excellence (TAGIE) Awards, presented by People of Play. Taking place on November 8 as part of POP Week, this year’s event marks the TAGIEs’ 18th year honouring the best and brightest innovators, designers, retailers, suppliers, PR professionals, and marketers who drive creativity and success across the global toy and game industry.
New for 2025, this year’s TAGIEs will feature more award categories and fewer nominees per category (seven) to spotlight more industry innovators while also increasing the odds for nominates to take home a win.
Anyone in the industry may submit a nomination by August 2. There is no fee to nominate a candidate for consideration.
This year the TAGIE Game Changer category will honour the innovative heroes of our industry – the people that innovate our industry yet are seldom publicly recognised.
Karri Bean, senior global licensing manager at Disney Consumer Products, and host of the TAGIE Awards, said: “The TAGIEs unite the global toy and game community for a star-studded evening of celebrating the bold, innovative minds and trailblazing individuals and teams that shape our industry – the extraordinary People of Play.”
This year’s categories are:
Preschool Toy Innovator of the Year
Kidult Toy Innovator of the Year
Preschool Game Innovator of the Year
Adult/Family Game Innovator of the Year
Tech Toy Innovator of the Year
Tech Game Innovator of the Year
Breakout Innovator of the Year
Young Innovator of the Year
Innovative Art and Visuals of the Year
Innovative PR & Marketing Team of the Year
Most Innovative Retailer Award
Most Innovative Vendor & Partner
Most Innovative Licensed Product
Game Changers – Innovation Heroes
Finalists will be notified in early September, at which time voting will open to the general public, media, and industry. The Game Changer and Lifetime Achievement awards are selected exclusively by the TAGIE Awards Committee and the Lifetime Achievement Committee. The TAGIE awards committee also creates the ‘In Memoriam’ presentation and selects the recipient of the Hassenfeld Humanitarian Award. www.chitag.com
Kid Kreations’ latest launch, Heartfuls, has become the first doll brand to receive Mental, Emotional, & Social Health (MESH) certification, as well as endorsement from Dr Amanda Gummer’s Good Play Guide. Each of the six Heartfuls characters focuses on a key aspect of self-care and emotional wellbeing and comes with a Heartfuls Happiness Toolkits.
Linda Osborne, MD, said: “Kid Kreations has long been committed to creating products that harness the power of play to inspire children and make a meaningful impact on their lives.”
To achieve MESH accreditation, a toy or game must intentionally help children develop two or more MESH Skills, supporting a multidisciplinary approach that is essential for building resilience.
Dr Gummer, child development expert, said: “Playing with dolls offers significant benefits for children’s MESH by providing a safe and imaginative space for exploring thoughts, emotions, and social interactions. The Heartfuls doll range enhances this experience by encouraging children to reflect on their feelings.’’
Asmodee, the tabletop games industry specialist, turns 30 this year. The company revealed its new brand identity in June, marking a major leap forward as a vibrant and visible consumer-focused brand ‘inspired by players’.
Since 1995, Asmodee has brought titles such as Ticket to Ride, Dobble/Spot it, 7 Wonders, Azul, Star Wars: Unlimited and many more to millions of players worldwide.
Tabletop games are captivating more players than ever and Asmodee is one of the driving forces behind it. It became a publicly
listed company in February 2025 and this new branding represents a key milestone in strengthening its direct relationship with players, while reinforcing its reputation.
Thomas Kœgler, Asmodee CEO, said: “We have made it our mission to create meaningful, shared experiences through our games. During our 30-year journey in the tabletop games industry, our brand hasn’t always been visible to players themselves. With this brand evolution, we aim to change that – making us a name that’s recognised, trusted, loved, and sought out by players.’’
Dolu is celebrating 50 years as a manufacturer, and has been working from its purpose-built 64,000 sq m factory in Istanbul for three years now. This year’s weather has resulted in fantastic summer sales and some of its range has reached number 1 on Amazon in all categories.
Customers gave Dolu significant repeat business in April and May and it is still accepting the orders. The company says it’s like 2020 but without the Covid! Dolu is now one of the major manufacturers of outdoor and wheeled toys in the UK. It’s more than just an outdoor toys supplier – it also manufactures garages, desks, easels, kitchens and more.
Dolu also makes more than 300 licensed items for the likes of Fisher Price, Barbie and Hot Wheels. And then there’s its new Dolu Nuve Baby Range. 2025 has seen the introduction of a matte finish to some of the items, which have been received very positively.
There are no minimum order quantities (MOQs) as everything is delivered direct from Turkey – and it’s not too late to order for this year as most deliveries this year are being stocked within four to five weeks.
Contact Ria 07877443733 or Steve 07850779797 or email sales@sjrassociates.co.uk
In his own inimitable style, Malcolm Naish, founder and chairman of Toys n Playthings, reports on The Fence Club Charity Golf Day:
On a glorious summer’s day, 68 golfers took to the fairways at Harrogate’s Oakdale golf club for the annual Teddy Simmond’s Fence Club golf day.
Considering the state of the world and the UK’s parlous state, the number supporting it was most impressive.
Alas for me, I was once again the winner of the worst score for a Fence Club member with 19 points, but I have to congratulate my playing partners – Denis Horton and Lesley and John White – for putting up with my less-thanperfect golf. I put it down to the beer I drank before teeing off on the 10th for my demise on the back nine! With a better golfer on their team they could have won the four-ball prize…
I digress – winners of the team fourball prize with an amazing 124 points were Dawn Lavalette, Andy Tarrant,
Steve Wells and Dave Howard.
Dawn also won the best Fence Club member with her 37 points.
Andy Tarrant also won the men’s individual Stableford at his first attempt with 43 points playing off 18 – a most credible performance.
Andy works with Dawn at Wow! Stuff, and this was his first visit to Oakdale.
Elizabeth Price of Alpha Toys won the best Individual Ladies score with an impressive 39 points. She said: “I was absolutely chuffed to win. I would thoroughly encourage any golfer to sign up for next year, especially any ladies, as we are massively under-represented at this fabulous event.”
Following the finish of the round,
Hot on the heels of 12,000 licensing professionals uniting at Licensing Expo in Las Vegas last month, and a record-breaking Brand Licensing Europe (BLE) in September 2024, which attracted almost 11,000 attendees, BLE returns to London from October 7-9.
BLE is Europe’s leading event for licensing, brand extension and collaborations. It’s organised by Informa Markets’ Global Licensing Group and sponsored by industry trade association Licensing International (LI).
Ella Haynes, BLE event director, said: “This year, BLE will bring together thousands of leading
we all retired to the club house for the 19th hole celebrations. To console myself, I opted for tea rather than a beer – perhaps tea should have been my choice at the halfway house!
The Fence Club members and friends are renowned for their generosity. The dinner that followed proved this once again. Over £8,000 was collected in fines, raffle tickets and sponsorship, and these were followed by the live auction conducted by Steve Wells, ensuring over £33,000 was collected on the day.
Jon Gregory was in great form
handing out the fines, with the evening once again proving a riproaring success.
Also HUGE thanks to the many members who offered various four-balls, holiday stays and other tempting auction prizes, ensuring once again that the children will benefit from the day’s action.
Selling raffle tickets is never easy, but full marks to Dawn and Francesca Lisle who most professionally persuaded the almost 100 diners to part with their cash.
During dinner a new Fence Club member was welcomed – namely Martin Stone (Stoney to his friends) – and the real Dave Martin, believe it or not, was welcomed to join the Wall Members fraternity.
retailers, licensees and manufacturers from across Europe and beyond to connect with around 250 brand owners and agents to power the development of licensed consumer products and brand collaborations over the next two to five years.
“The global licensing industry was revalued by Licensing International at $396.6 billion last year, an uptick of 3.7% over 2023.’’
The figures for UK Games Expo 2025 are out, and it’s a record breaker once again. Total Attendance – 72,000-plus and uniques 42,000-plus.
Games Expo said: “Massive thank you to everyone that came to the show and made it so memorable. Bring on our anniversary show, which will take place between May 29 and 31 2026.’’
See our full review in this issue.
The US Toy Association and its members brought the power of play to Washington on June 10 – starting off the UN’s Annual Day of Play on Capitol Hill.
The event brought together lawmakers and congressional staff to experience the benefits of play firsthand, while learning more about the innovation, creativity, and economic strength behind the US toy industry.
The event showcased The Genius of Play, The Toy Association’s educational initiative that spreads awareness about the benefits of play. Attendees had the chance to enjoy activations from Hasbro, Crazy Aaron’s, Salus Brands, Elenco, and Epoch Everlasting Play.
ABC Kids Expo 2025 in Las Vegas featured thousands of products spanning several sectors in June. Organisers explored the bustling showroom floor to uncover the most notable trends shaping the industry.
Global Toy News reported from the show and identified standout trends:
Animal prints – from strollers to bottles and carriers, bold animal patterns are making waves. Designs featuring leopard and zebra prints in vibrant colours dominated the scene, bringing a playful yet chic aesthetic to parenting essentials.
Home technology – tech-forward solutions are revolutionising baby care. This year’s highlights include bassinets with built-in tech features, sound machines that activate in response to crying, and monitors capable of interpreting a baby’s cry. These innovations are designed to simplify and enhance the parenting experience.
Products built to last – sustainability and longevity are key focuses this year. Brands are introducing multi-functional products such as strollers that convert to trikes, car seats that grow from infant to booster, and bottles that transform into sippy cups. These versatile items are designed to support families for years.
Licensed characters – from Peanuts and Batman to Disney and Eric Carle, iconic licences are appearing across wagons, strollers, feeding products, and apparel, adding a touch of magic for parents and kids alike.
Aaron Pederson, president of All Baby & Child at ABC Kids Expo, said: “We continue to see companies both big and small stepping up their level of innovation. New products are solving problems, streamlining daily tasks, and overall making parenting a little easier.”
Rocket Licensing, UK agent for the Dog Man and Cat Kid Comic Club properties, has announced two new UK and Eire licensees for the massively successful kids’ brand (which is also loved by quite a few adults): Bioworld and Danilo.
In the UK and Eire, the Rocket Licensing licensing campaign is expanding quickly with a range of partners that already includes Jakks Pacific and University Games. Bioworld, a manufacturer of licensed apparel and accessories, has already enjoyed success with its Dog Man range in the US. The Dog Man characters will also take centre stage in a new card range from Danilo, publisher of licensed calendars, diaries, greetings cards and gift wrap. The card range will launch in summer 2025, with an official 2026 calendar also in development.
global sales since 2019, topping the best seller lists and driving sales of over $1.5 billion. They include the Christmas hit Big Jim Begins and the official sticker book, which arrived in January. The next book in the series – Dog Man: Big Jim Believes – will reach UK fans in November 2025.
Dog Man has also inspired a movie from DreamWorks Animation, released in January this year, which was a number one box office hit in multiple territories. The film grossed US$144 million worldwide, becoming the seventh-highest-grossing film of 2025. A second film is already being planned.
Charlie Donaldson, joint MD at Rocket Licensing, said: “
Created by Dav Pilkey, the Dog Man books are the exciting, colourful, silly and laugh-out-loud-funny adventures of Dog Man, a new hero with the body of a police officer and the head of a dog, not to mention a large and entertaining cast of friends, enemies, family and colleagues.
The series has inspired 16 massively successful books, which have dominated
‘‘Dog Man, already one of the most successful publishing brands in the world, is now breaking box office records – and we are building a strong licensing programme to meet enormous UK demand. We’re delighted to welcome Bioworld and Danilo, two highly respected names in their fields, to the fast-growing list of partners for this unique and exciting brand.”
Registration is now officially live for Autumn Fair, which takes place at the NEC in Birmingham from September 7-10. The show caters to buyers preparing for the all-important golden quarter of retail and this year’s event returns with a fresh new look, exciting launches, and its broadest exhibitor lineup yet.
With over 70% of its audience made up of independent retailers, Autumn Fair aims to deliver product inspiration, innovation, and community at retail’s most important buying time. Buyers from more than 12,000 independent stores, boutiques, department stores, and high street names attend to restock, discover newness, and prepare for the peak selling season.
With 10 destinations, Autumn Fair provides buyers with access to the newest and bestselling products across sectors and categories including gifts, kids, toys and play. The latter category has star-studded product stands from the likes of University Games.
Beyond the show floor, Autumn Fair will host a programme of expert-led content, including trend forecasting, visual merchandising masterclasses, peer-to-peer roundtables, and problem-solving workshops. Buyers can also retreat to an invite-only Buyers’ Lounge for meetings and refreshments.
www.autumnfair.com
www.autumnfair.com/visitor-registration
A “Lego-mad” eight-year-old boy, Tobi Sheldon, is determined not to be defined by the term ‘disability’ and has had a bespoke Lego-themed prosthetic arm fitted.
Born with a rare hand condition (reported by the Times), he has led his life with one functional arm. Now he has a custom-designed prosthetic. Tobi was born with a rare hand condition but has never let it slow him down. He was born with symbrachydactyly, a rare congenital hand condition, and he has never known anything different to leading his life with one functional arm.
However, a constant in Tobi’s life since the age of six months has been visiting the Portsmouth Enablement Centre, which specialises in creating prosthetics. Tobi’s arm was designed by staff at the centre.
Until recently, Tobi’s prosthetic arm had never been suitable for practical purposes. But he now has an arm with improved functionality – equipped with its very own Lego pieces.
When Debra Sheldon, Tobi’s mother, took her son to the Portsmouth centre last April to select a new arm, she was never in doubt about the design that would take his fancy.
Debra said: “Tobi is Lego mad at the moment and is obsessed with Ninjago and Minecraft Lego. Whenever Tobi gets his pocket money, he saves up for Lego. So as soon as the prosthetic Lego design caught his eye, he didn’t look any further.”
The specialist team at the Portsmouth centre, which worked with Portsmouth Hospitals University NHS Trust, assured Sheldon it would always endeavour to come up with alterations to a prosthetic arm that would allow him to pursue his hobbies.
Lucy Riddle, the prosthetics clinical manager, said: “Our technicians enjoy being creative, whether it’s crafting limbs with superhero designs or incorporating family photos, and the biggest reward is seeing the difference it makes to someone’s life.”
Tobi’s Mum said that when attending school in Salisbury, Tobi had never shied away from explaining to his classmates why he required a prosthetic: “He has never let his arms stop him from doing anything and his classmates have been really supportive.”
Two years ago Disney wasn’t even planning on releasing Lilo & Stitch in cinemas. Now, according to The Times, the live-action fun is set to become the biggest film of the year – and potentially to beat $1 billion (and Mission Impossible) at the box office.
Disney’s change of heart from only making Lilo & Stitch available via its Disney+ streaming service was made in 2023 after its former president Bob Iger came out of retirement to return as chief executive, and immediately re-prioritised theatrical releases.
The growth of Stitch toys and related merchandise sales is behind the success. Last year, UK sales of Stitch-themed merchandise grew by more than 300% year on year, according to the market research firm Circana.
Globally, sales were estimated to have generated $2.6 billion, up from $200 million in 2019. Toys are now selling at four times the rate that was forecast before the film’s release.
The success was driven by TV series on Disney+ as well as the original 2002 film.
Mothercare has announced a new licensing agreement with Turkey’s Ebebek Mağazacılık AŞ. Ebebek is the leading retailer in this sector, meeting all the needs of mother and baby from the prenatal period up to the age of four.
Ebebek has around 280 stores and an online business producing revenues of around £400m, plus three stores recently opened in the UK. The new agreement will give Ebebek the exclusive right to use the Mothercare brand in Turkey on products designed and sourced by either company for a period of 10 years. It also gives Mothercare the right to re brand certain Ebebek ownbrand products with the Mothercare brand and sell outside of the territories where Ebebek trades.
Clive Whiley, Mothercare chairman, said: “Today’s agreement following on from our joint venture with Reliance Industries announced last year is further evidence of the strength, inherent value and global appeal of the Mothercare brand.’’
The box office launch was also boosted by a US Super Bowl stunt in February.
During the match, which was watched by more than 120 million people, the Stitch character appeared to gatecrash the field, steal a cart and dodge security before crashing into the goalposts.
Further marketing efforts emphasising the alien’s rascally nature followed, including a ‘Crate of Mischief’ immersive experience at Battersea Power Station. Claire Terry, a senior VP for Disney consumer products, said: “Stitch has transformed from a beloved character into a cultural phenomenon with fans embracing Stitch products from infant to young adult.”
Mattel and OpenAI have announced a strategic collaboration to support AI-powered products and experiences based on Mattel’s brands. The agreement unites Mattel’s and OpenAI’s respective expertise to design, develop, and launch groundbreaking experiences for fans. Mattel will also incorporate OpenAI’s advanced AI tools such as ChatGPT Enterprise into its business operations to enhance product development and creative ideation. With OpenAI, Mattel will have advanced AI capabilities that can power the development and operations of consumer products and experiences.
From 1985 to 2025, Epoch’s Sylvanian Families have been inspiring and loved by their real-world equivalents – from young children to their parents – and now, increasingly, the kidult market. Join us as we celebrate the anniversary of this charming brand
Epoch Making Toys is celebrating!
2025 marks Sylvanian Families 40th anniversary – four decades of sparking imagination, storytelling, and heartfelt connections across generations in more than 80 countries and regions across the globe. More than 100 million Sylvanian Families dolls have been sold since the 1985 launch. Since its launch, Sylvanian Families has brought to life a charming world inspired by the universal values of nature, family and love, where adorable animal characters live in harmony with nature. With a timeless appeal, the brand has inspired creativity and kindness through imaginative play – from richly detailed dollhouses and furniture to heartwarming character stories.
The rise of ‘Kidults’
While Sylvanian Families have long
From the moment we arrived, the magic of Sylvanian Families came to life “ “
enchanted children, the anniversary comes at a time when the brand is attracting a growing community of adult fans, also known as kidults. Drawn by its meticulous craftsmanship, nostalgic charm, and creative potential, many adults are rediscovering the joy of the beloved Sylvanian world through collecting. Epoch is now hoping it can further broaden the appeal to adults.
The British subsidiary in particular has said it wants to sell more dolls to adults after a drop in profits, blaming the UK’s declining birth rate and cost-of-living crisis for a fall in its traditional market. This comes amid the broader rise in toys marketed to grown-ups.
In its latest accounts, Epoch noted: “In recent years, the traditional toy market has declined, due mostly to a combination of cost-of-living challenges and the longer-term decline in birth rates. During the same period, however,
the industry has seen a growth in demand from kidult consumers, who may be more isolated from the pressures of the high cost of living.”
And the Sylvanian Families kidult fans are already on their way.
What’s new?
Currently, the number one property in Playset Dolls & Accessories (Circana UK Retail tracking service, value sales, YTD April 2025), the line-up of new sets for autumn looks set to further consolidate the brand’s positioning.
A favourite among fans, the popularity of Sylvanian Families blind bags, which won Collectible Toy of the Year at the UK Toy Industry Awards in January, continues unabated. The next series hits shelves this month and features a fun Baby Builders theme with eight characters to collect, including a secret figure.
To commemorate the anniversary, several special-edition sets will be released. Sure to be must-haves for adult collectors and families alike, the sets will come in beautifully designed 40th anniversary packaging, making them perfect collectibles for display and gift giving.
The Chocolate Rabbit Family Anniversary Set will feature all 11 members of the beloved Chocolate Rabbit family, each dressed in chocolate-themed outfits.
The Anniversary Friends Set –Freya & Theo comes with Freya, the Chocolate Rabbit girl, and Theo, the Biscuit Bear boy, both dressed up in exclusive anniversary outfits only available in this set.
With a timeless appeal, the brand has inspired creativity and kindness “ “
The Baby Starry Concert Set includes three figures – the Chocolate Rabbit baby, Fennec Fox baby, and Husky baby, all wearing starry-themed outfits. It also comes with various instruments including a drum, guitar and tambourine so the babies can put on a fun musical performance!
Also launching will be the Skytop Fairy Castle. A glistening fairy utopia, it will be the hero set in the new Flower Fairy area of the popular Amusement
Park range. Fans can play among the clouds and use the vines to move between the interactive rides, which include a fairy gondola, a sparkling waterfall, twirling flower boats and a fairy spring. The set comes with two fairy baby figures, including the tiny flower fairy – complete with iridescent wings she is even smaller than the cradled babies! A whole park parade can be created with the full Flower Fairy Collection, which will also include the Daydream Parade Playset, Plane & Train Set, Ride the Waves, Floral Fantasy Skyship and Flowering Princess Set.
Other new sets for autumn include the Dip Dip Donuts Wagon, the Snow Leopard Family, two new nursery sets, and Baby Santa’s Christmas Tree House.
More to come
Stay tuned for more exciting anniversary sets, upcoming announcements on global activations, collaborations, and further ways to celebrate this milestone year.
As part of the anniversary celebrations, April saw the big-screen premiere of Sylvanian Families the Movie. The family-friendly animation included a host of much-loved characters from the world of Sylvania, and introduced Big Brother Bruce.
The film is based on an original concept by Epoch and takes place in the enchanting village of Sylvania, where Freya, a sweet Chocolate Rabbit girl, tackles two fun tasks for the Star Festival: picking the ‘Tree of the Year’ and finding a birthday gift for her mother. With her adorable animal friends, she goes on a joyful adventure, learning about friendship and giving.
Ahead of the launch, Epoch MD Phil Hooper said: “We are thrilled to be able to give UK fans a first look at the Sylvanian Families movie ahead of its Easter release. The initial response has been overwhelmingly positive and we’re confident families are going to love the sweet story, which features so many of the beloved characters! It’s a perfect way to kick start what is a very exciting year for the brand as we gear up for its 40th anniversary celebrations this autumn!”
A special screening at the Vue Cinema, in London’s Leicester Square, attracted a happy stream of fans, including those from London Mums Magazine, who said: “From the moment we arrived, the magic of Sylvanian Families came to life. We were greeted by a giant Freya the Rabbit, much to the delight of the children, who ran over for a hug, setting the tone for a truly enchanting experience.
“This film is everything parents could hope for in a children’s movie, bringing the beloved Sylvanian characters to life in a sweet, wholesome, and heartwarming way. These timeless toys, cherished across generations, have long been passed down from mothers to their children, and the film captures that same enduring charm.”
42,000
UK Games Expo (UKGE) saw more than 42,000 people attending this year’s show at Birmingham’s NEC, an increase of nearly 7% over 2024. The total attendance over the three days was 72,000 – 10% more than 2024. The growth saw UKGE overtake US giant Gen Con in trade hall size – putting it second only to Germany’s Spiel Essen for trade hall floor space. Some 780 exhibitors took part in the 2025 show, up from 685 in 2024 and the trade hall space was about 30% larger. The first UKGE in was in 2007 and attracted an attendance of 900. So, considerable growth since then, and everyone is already looking forward to the 20th anniversary show in 2026.
Some of the past month’s news highlights as offered up in TnP’s newsflashes and beyond. To sign up for the daily bulletins please go to www.toysnplaythings.media
3
That’s 3%, the amount that Hasbro’s global workforce has been reduced by in its latest cost-cutting effort amid higher US tariffs on toys from China.
The job cuts amount to about 150 employees. According to its fiscal 2024 annual filing, the company had roughly 4,985 employees globally.
Hasbro sources about half of its toys and games sold in the US from China. The toymaker has been speeding up efforts to diversify sourcing and reduce exposure to China.
75,000,000
In the year to January 2025, Wow! Stuff achieved sales of £22.4 million. Now, after the sale of the business to Troy Companies, the sales target for 2026 is a whopping £75 million.
Swirling worries about a global trade war after US President Donald Trump’s tariffs on trading partners have piled pressure on the toy industry that was already struggling with tepid demand.
Hasbro CEO, Chris Cocks, said during an earnings call in April: “Ultimately, tariffs translate into higher consumer prices, potential job losses as we adjust to absorb increased costs, and reduced profits for our shareholders.”
290,365
The Toy Association’s philanthropic arm, The Toy Foundation, joined forces with 15 toy companies to celebrate the second annual UN International Day of Play on June 11. The big number, 290,365, is the amount of new toys and games – valued at $3 million – to be distributed to children in need across the US and around the world. The object of the day is to drive a global play movement for children everywhere, underscoring the essential role of play in every child’s development, well-being, and education.
Since the beginning of the year, The Toy Foundation’s Toy Chest programme has collected $9 million in toys from the toy industry and distributed them to 1.5 million children in need.
The sale to the Troy Companies group marks a significant milestone in Wow! Stuff’s growth journey. The strategic investment signals a bold new chapter that enables the business to expand its footprint across Europe and supercharge growth across the US and other global markets.
Wow! Stuff’s management and innovation team remains unchanged, with MD Dawn Lavalette continuing to lead the business. Richard North, co-founder, will also remain in his pivotal role as president.
Richard North said: “Wow! Stuff is about innovation in toys. Our mission, our passion and our love is to create that signature Wow! moment for kids of all ages and genders and this investment is testament to the belief both businesses have in the company, the group and its people.”
The Wow! company has won numerous awards and global recognition for its tech-toys and world-first toy inventions. It is a six-times Toy of The Year (TOTY) award nominee and three-times winner, including what might be considered the biggest award in the world of toys, America’s Overall Toy of The Year 2025.
In recent years, the company has created and led the category of Puppetronics, again winning multiple awards for its work in interpreting leading licensed characters as RealFX and Puppetronics brands.
This month our retailers talk about their business hopes, summer plans, and the agent/ retailer relationship
Peter Allison Director,WhirligigToys
How’s business at the moment? How are you feeling about this second half of the year? Do you have high hopes for any particular product or range?
Business is steady at the moment, and the summer arriving is certainly a good thing. The second half of our year is always our highlight so we’ve been getting ready and planning products. Sadly, one of our branches is closed at the moment following a small fire caused by a discarded cigarette (you couldn’t make it up!) but we hope to be up and running again soon. We are very pleased with the new Smart Games at the moment – the range has grown so well and we have some great new titles.
“My top advice to a rep is to come in our shop
before your appointment, sense what we are about, choose products you think will match our ethos”
It’s almost the summer hols! What do you have planned over the summer to attract kids during the school holidays?
We try to take our shops outside when we can over the summer with play day outside the shops featuring different product ranges. Plus Plus is a favourite for this as it’s so easy to engage with.
Did you read our retail comment from Charlotte Croser of Jollys Toys in the June issue? Is there anything you’d like to add about how agents can make like easier for you?
Yes – it made some good points. We really value agents coming to see us, but my first question to anyone is ‘What do you know about us?’ I’m amazed by the number of people who haven’t even visited our website, who say bland things, who get it wrong. I’ve had reps trying to sell me games they promised they’ve played with their children the night before only to be caught out on the most basic details. I’ve asked others to leave and do their homework. I’ve spent time training other reps on how to do their job. My top advice to a rep is to come in our shop before your appointment, sense what we are about, choose products you think will match our ethos. It makes all the difference. We love seeing reps, but they all know they are going to have to work hard to get our business, and the ones who do work hard get it.
Alistair Harper
Manager, Harper'sToys & Hobbies -Toymaster,
Penrith, Cumbria
How’s business at the moment? How are you feeling about this second half of the year? Do you have high hopes for any particular product or range?
Business is buoyant since Easter with a natural lull and quiet time during May with the sunshine and fine weather, but half term brought muchneeded customers and an uplift. We rely on holidaymakers to the North Lakes and Eden Valley visiting our small market town at its heart. Business has picked up since the launch of the latest Pokèmon Scarlet & Violet 10 - Destined Rivals ,and the popular second reprint of Pokèmon 151 Booster Bundle, which has fuelled the continued craziness. We have also stocked Yu-Gi-Oh and soon will be stocking One Piece OP-07, which is new to us. Although we have tried Star Wars Unlimited and Disney Lorcana, neither of these have taken off for us. We are always pleased to have a good service from Greg and Paige at Asmodee! We haven't yet run events or special swap days but it’s something to look at in the future!
It’s almost the summer hols! What do you have planned over the summer to attract kids during the holidays?
We’ll attract them by keeping a great selection of current toys and a wide variety of board games, pick-up lines under £10, Smart Games, surprise blind bags, pocket money toys and outdoor toys weather permitting; we also stock aqua shoes.
“Your article was excellent, and highlights the strengths of the indies’ relationship with sales agents and reps. Regular check-ins are so useful for indies”
Did you read our retail comment from Charlotte Croser of Jollys Toys in the June issue? Is there anything you’d like to add about how agents can make like easier for you?
Your article was excellent, and highlights the strengths of the indies’ relationship with sales agents and reps. There were so many great points but Charlotte is right – regular check-ins are so useful for indies – just a quick phone call to see how a range is going. I was pleased to recently receive a phone call from our Smart Toys & Wow agent letting me know that it was the final day to get a show deal offer.
Did you go to Toymaster? If so, how was it for you and what are you most looking forward to stocking from your orders?
Yes, I went for two days along with my parents (who enjoyed catching up with members and reps), touring the show looking for different product, especially bath toys and top-up orders. I’m looking forward to stocking Plus Plus soon, stocking up on board games and of course, our good and faithful friend Paddington Bear from Rainbow Designs, as Penrith is one of 23 locations for the Paddington Statue Trail, and our public bench is right outside the rear of our shop.
Intellectual properties that live across platforms, formats, experiences and products are boosted into powerful life and awareness through licensing. These extracts from the Insights Family’s Licensing 2025 report cut to the Vegas chase
Minecraft – from game to entertainment powerhouse
When Minecraft first launched in 2009, few could have predicted the cultural phenomenon it would become. What started as a simple sandbox video game quickly grew into a sprawling multimedia empire spanning toys, merchandise, Lego sets, and now spawning its own Hollywood blockbuster.
Today, Minecraft is more than a game – it’s a global entertainment brand that continues to captivate audiences, with kids aged six to 12 as its core target. For this article, we focus on the nine-to-12 segment, where the brand’s impact is especially pronounced, as we examine year-onyear trends.
The game’s global appeal is reflected in its impressive growth. In Japan, Minecraft has seen a 71% increase in engagement among kids aged nine to 12, while Germany has reported 65% year-on-year growth in the game’s popularity as a favourite PC and console title.
Canada, too, has experienced a 15% boost in engagement. The mobile version of Minecraft is thriving as well, with a 113% increase in France, 50% in Canada, and 25% in Mexico.
Beyond gaming, Minecraft has successfully expandedinto thetoyindustry “ “
Beyond gaming, Minecraft has successfully expanded into the toy industry. In the United States, Minecraft toys rank as the second most popular among children aged nine to 12, holding a 4% share. Germany has also embraced Minecraft toys, where they are now the fourth most popular in the category, growing by 43%.
Lego Minecraft sets, a key collaboration between two powerhouse brands, have seen notable success in Brazil, ranking as the fourth most popular toy with a 6% market share and enjoying a 54% surge in demand yearon-year.
Minecraft’s success offers a playbook for building multi-dimensional brands. Its cross-platform strategy – spanning games, toys, merchandise, and most
recently the film – demonstrates the power of creating a unified brand ecosystem that lives beyond its original format.
By engaging young audiences early, Minecraft has cultivated a loyal fan base that matures with the brand, reinforcing long-term relevance. Strategic partnerships, such as its collaboration with Lego, have further expanded its reach and unlocked new growth markets, highlighting the importance of aligning with complementary brands to scale impact.
The latest chapter in the evolution of the Minecraft brand is its recent feature film success. Over a decade since Warner Bros. Discovery acquired the rights, the film’s release has firmly cemented Minecraft as one of the most
Licensed collectibles are booming among teens aged 13–18. Kids Insights Americas data shows significant year-on- year growth in purchases linked to video games (up 20% to 13%), TV shows (up 14% to 13%), and musicians or bands (up 7% to 6%).
The growing popularity of collectibles was evident at Toy Fairs in Q1 2025 – from London, to Nuremberg, to New York – with a strong presence of products targeting teens, particularly licensed Lego sets, Hot Wheels, and Pokémon. Collectibles are no longer just for young kids; they increasingly appeal across older age groups.
Today’s teens are not just collecting for the sake of owning. They are curating and connecting, using collectibles to express who they are and what they stand for. With Lego now teaming up with Netflix for One Piece sets, the next big collectibles wave is already taking shape.
influential video game IPs on the big screen. In the three months leading up to the film’s premiere, our data showed it was the most anticipated film in the UK, capturing 6% of audience excitement.
Minecraft’s cross-platform engagement serves as a testament to the increasing influence of gaming IPs in the broader entertainment landscape.
Joining the ranks of Pokémon, Mario and Sonic in the kids’ space, and The Last of Us in the adult sphere, Minecraft shows how video games have become launchpads for global franchises.
It is worth considering how long before the next major entertainment IP originates from gaming? If its trajectory is any indication, the answer is it won’t be too long.
The right ingredients for a licensing success
In today’s licensing landscape, success hinges on one key factor – timing.
Kids’ affinity for IPs can surge almost overnight, and their preferences for licensed categories evolve just as fast. Our data underscores this dynamism – year-on-year more three-to-eightyear-olds in the US purchased food tied to their favourite movies (up 22% to 19%) and TV shows (up 17% to 19%).
In the run-up to the Minecraft film release, McDonald’s was on trend with its Minecraft-themed Happy Meal and limited edition ‘Nether Flame Sauce’, demonstrating the effectiveness of timely, contextually relevant launches. In this fast-moving space, the ability to react quickly and release relevant licensed products can make the difference between harnessing the IP’s momentum or missing it altogether.
However, responding quickly is not just about launching products faster –it’s about deeply understanding how kids’ engagement with IPs changes
across different ages. The case of Bluey provides a clear illustration. Widely viewed as a TV show for preschool children, Bluey has seen its fan base expand significantly among older kids and even adults.
Indeed, while already ranking as a top-three favourite character among three-to-eight-year-olds, Bluey has also advanced from the 47th to 36th mostliked character among nine-to-12-yearolds in Mexico since last year and is up to 11th in Australia – its country of origin – among this older demographic. This broader appeal may be driven in part by post-Covid viewing habits, where kids tend to stick with familiar, comforting content.
At the same time, Bluey’s relatable storylines, subtle humour, and emotionally resonant themes help it connect across age groups, encouraging repeat viewing and crossgenerational fandom.
Some global and local retailers, such as Primark, have swiftly noticed the trend, offering adult- and tweensized pyjamas and clothes to meet the broadening demographics.
This highlights an essential licensing insight – a static age strategy can limit IP growth potential. Brands should be ready to ‘age up’ with their audiences, creating new product lines that continue to resonate as kids grow.
Furthermore, brands and licensors should keep in mind that the way kids interact with their favourite IPs is shifting online. Today, almost half (49%) of three-to-12-year-olds in the Americas interact with their favourite characters through YouTube, followed by streaming (42%), and playing video games (34%).
Traditional physical interactions, such as buying toys or games (26%) have fallen to fourth place. This trend
highlights a crucial fact: successful licensing strategies should extend into digital realms.
Digital-first experiences, from ingame collaborations to content-driven digital merch like Roblox skins, are no longer optional; they are essential tactics to reach kids where they are.
Finally, while the licensing world often focuses on the next big thing, overlooking evergreen or heritage IPs would be a critical mistake. As today’s kids discover the classics, properties such as Powerpuff Girls have experienced a notable resurgence, moving from 26th to 18th place year-on-year as the favourite TV show among girls aged nine to 12 in the Americas.
Bluey’s relatable storylines, subtle humour, and emotionally resonant themeshelp it connect across age groups “
This resurgence is not driven solely by parental nostalgia – it also stems from kids’ natural curiosity about timeless characters and stories, along with their connection to themes such as the power of collaboration and teamwork. Brands and licensors should therefore balance two priorities: aggressively pursuing new breakout IPs while strategically monitoring the revival potential of beloved classics. Licensed products have long been the bridge between content and consumer – turning passive viewership into active engagement. No longer just merchandise, these items are becoming extensions of identity, tools for creative play and, increasingly, touchpoints in a much larger brand ecosystem.
The kids’ licensing space requires both rapid tactical responses to surging trends, and long-term strategic thinking to nurture IPs across evolving consumer behaviours. Those who master both will not only harness the IPs’ momentum –they’ll create it.
In summary, a good licensing partnership is a beautiful thing. Done right, it drives revenue and brand equity for IP owners, licensees and retailers alike. But mismatches cause headaches. Without impartial data, decisions are based on outdated sales figures and gut feeling.
Paul Carpenter, owner of Totally Toys in Bristol and the proud recipient of a Golden Teddy Award presented by the BTHA at the Toymaster May Show, shares his retail journey, which began at Woolworths
After leaving school in Warwick back in 1969 and determined not to be part of the car production industry that the Midlands was then famous for, I worked for the County Council Children’s Department offices. But 12 months on, I knew this was not for me.
A good school friend suggested I apply for a job with him at Woolworths as a trainee manager. Three interviews later I got the job, and spent the next seven years moving and managing stores across the country. When Woolworths was bought by Kingfisher, some 200 stores closed – two of which I was managing – and I started to contemplate that it was time to go.
In 1988 my wife Jan and I took a deep breath and decided to open our own shop. We took the easier option of buying an ongoing business, and found a 2,000sq ft shop on Gloucester Road in Bristol, which is the longest road of independent shops in the UK.
We purchased just £20,000 of stock
The magical thingabout thetoy industrylike no other - is that we allbring genuinejoy to millions of children that lasts a lifetime ” “
from the previous owners and opened in October, benefitting from the lucrative golden quarter. Albeit short of stock, and not quite sure what we were buying, we had a great first Christmas.
However, come 1989, we started to stamp our mark on the shop: changing the layout, decoration and, most importantly, adding the ranges that we wanted, after listening and being guided by our customers (following that saying: 'Learn to listen, listen to learn'). Within three years, our turnover had doubled.
Today we carry some 50 suppliers, although following this year’s great Toymaster May Show, this has increased to 56. To mention just a few, there’s Lego, Bigjigs Toys, Brainstorm, Galt, Schleich, Orchard Toys, The Puppet Company, Aurora World, One for Fun, Kandy Toys, Funtime Gifts, Ravensburger, Hasbro, Tomy and Mattel. And book suppliers Usborne Publishing and Gardners are also important to our offering. We love
to develop ranges that people can buy into, rather than standalone product.
Some 80% of our ranges are below £20, which has always fitted into what we are about and what our loyal customers expect. We learnt many years ago that if you carry ranges that parents endorse, you stand a good chance of selling more.
The Toymaster May Show has given us the opportunity to find both new suppliers and new ranges from existing suppliers. With carrying some 8,000 lines, plus 2,000 books, we have a stock management system (I say that tongue in cheek!). We still use the same type of stock and order sheets that I used as a Woolies manager. But, as a rep said years ago, it doesn't matter what system you have, as long as you have one. If it works, it works.
We also make sure that every inch of space is working for us, so the suppliers get the most space. Over the years we’ve carried a lot of crazes, which are vital drivers to bring customers into our shop,
Inaugurated in May 2001, the Golden Teddy Awards were created to reward worthy individuals from all levels of the toy industry whose individual contribution and dedication over the years deserves public recognition.
Golden Teddies are awarded to candidates who have served the industry for more than 15 years. They are designed to recognise ordinary people with extraordinary talents, who go over and above expectations, and are the industry’s genuinely nice people. The winners are announced and presented by the BTHA at special events up to three times a year.
from Pogs and Crazy Bones in the past, to fidgets and blind bags now.
Some four years ago, a young girl called Rosa asked if we would start selling Eugy from Brainstorm. We listened, we got them in, and since that day we’ve sold more than 5,000 units. Thank you, Rosa!
Our customers (old and young) continue to guide us through the everchanging range of toys on offer. When we first started, sales came from half a dozen major players, which dominated for years. We now lose count of how many suppliers there are and who supplies what.
Having been a buying group member from the start, firstly with Concorde and then Youngsters, before joining Toymaster in 2008, we fully appreciate the massive benefits of belonging to a highly trained, knowledgeable, and supportive group. We thank them all from the bottom of our hearts for the tireless work they do on our behalf.
Over the years, we’ve met many amazing representatives and agents who have gone above and beyond in helping us do what we do. If I can mention some of the superstars: Tiffany Cairns Allen, who trebled our turnover with Lego; Stephanie Stewart of BigJigs Toys, who has guided us to taking £450,000 in retail sales in the past 19 years; and Erica Haythornthwaite, who is responsible for getting me into wooden toys in the first place, and over the years has got the very best out of every company she’s worked with.
We learnt many years ago that if you carry ranges that parents endorse, youstand agood chance ofselling more
What a day to remember! Sorry to all the others I’ve not mentioned, but Totally Toys couldn’t and can’t do it without you.
Finally, I must give a shout-out to Phillip Kaye of Kayes of Cardiff. Time and time again he works tirelessly to get that must-have stock to you. He once met me at a service station on a snowy Saturday, having picked up 600 sledges from Birmingham – and we sold every single one before we closed that day.
The magical thing about the toy industry – like no other – is that we all bring genuine joy to millions of children that lasts a lifetime. I remember vividly as a child riding on the back of my dad’s bike from our farm in Warwick to the other side of Leamington to visit Toytown, and watching the train in the shop window go round. I guess we all remember similar memories with the same affection! The great thing about being around for 37 years is the number of children who return to us 20 years later, pushing a buggy themselves, and reminiscing with their children about how they used to love coming into the shop. Despite being privileged to have run Totally Toys for almost four decades, it’s not been without its challenges: Toys R Us, the Argos catalogue and price-matching, the online explosion, recessions, Brexit, Covid… the list goes on. But the one great thing we can do as independents is adapt quickly and tackle anything that is thrown at us.
Covid was an awful time for us all and seems to have changed so many unconnected things, from the way our
customers buy, and even the type of money they use (does anyone remember cash?!), to how the supply chain services its customers, and the type of toys that kids now buy. But again, we adapt.
The golden quarter has become an even bigger part of our year, and we still don't understand why. For us, 2025 has had a very positive start and, as always, we’re very optimistic for the year ahead. Every day’s a school day, as my wonderful daughter Jayne says. So, we wake up thinking: how can we do better? What are we missing out on? And what is that next big craze? Maybe we saw it at the show!
Being a very small part of this industry, or toy family as I'd rather call it, has been an absolute privilege and as Jayne (who has worked with us since 2017 and took over the reins of our business on April 1) ousts out our beloved fax machine, my wife Jan and I look forward to life on the other side of the counter.
Finally, I must mention that I have to be the most reluctant of toy show attendees, partly due to the travel logistics and because someone has to run the shop and there's not many of us. So how incredibly amazing it was to be given a Golden Teddy Award – and to think I got it not for doing anything special, but for just being me...
We will miss the toy industry massively. We’ve met some wonderful people over the years who we will always class as true friends. But most of all, we will miss all the children and their families that have passed through our doors. But then Jayne has all this to look forward to.
TnP’s friends at Beacon Games – Simon, Ewan, Ian, Luke and Oli – headed up to Birmingham’s NEC to explore, enjoy and cover UK Games Expo. Their experience, knowledge, love of gaming and enthusiasm resulted in an entertaining time for them and, by extension, our readers
The first question has to be: did you enjoy yourselves?
Oh, amazing. It was brilliant. We were going to go see specific things but that all went to pot within five minutes! Luke was like a child in a candy store and was off everywhere. Oli was very organised. We had a list of things that had taken our interest and we saw most
So the first thing we saw when we went in was the Worms board game. When we were kids, worms were a big part of our childhood. Naturally we gravitated straight towards that.
You’re talking about Worms the Board Game from Mantic? Yes!
I’ve got to say, I must admit, when you said you were just going on
You go along and everyone’s really friendly and you’re like, actually, yeah, this is it “ ”
the Sunday. I was pretty sure you were going to be wanting to be there longer than that.
There was definitely stuff that I think we could and should have done and then spend a day just bimbling. That was the problem when we were there. You want to stop at everything. People are so interested in showing you their games, showing you every inch of detail – and it’s great.
But we were thinking, we’ve been here 15 minutes now. We need to go. We need to move on. We haven’t seen anything else yet. You see all the stuff online and you might walk in there and go, this is very overwhelming and you’re thinking it might be too much. But then you go along and everyone’s really friendly and you’re like, actually, yeah, this is it!
One example of those who have a genuine passion for a game, so you get so much more immersed and have a great experience, was a lady teaching us Star
Wars Unlimited. She was demonstrating until closing time at around four o’clock on the Sunday. She was passionate. She reminded us of about four or five different school teachers we had over the years. She must have taught more than 100 people to play the Star Wars game over the weekend and we were the last ones. It was crazy.
Some of the things we were looking at were a bit more in-depth and quite complex, such as Infinity Witch and Warhammer.
Which stand areas stood out for you? Some companies had a massive area at the show. One was Coiledspring Games, another was Hachette.
It’s just a really nice thing when you say: “Hey, I want to spend a couple of hours playing hardcore stuff.” They had a giant thing for Star Wars: Battle of Hoth, which is a new game coming out. But then they also had the Star Wars Unlimited organised play weekend, as per the lovely lady we mentioned. Then there was Flesh & Blood, and Lorcana.
We naturally gravitated toward ButtChess because, well, who wouldn’t? There were a lot of people playing it. They knew exactly what they were doing. It was definitely a chess board but we couldn’t tell you anything more than that. It was just so random and not what we were expecting. We were expecting… butts. Well, we are still kids – the name drew us in!
Another one to love was Gundam Assemble, a miniatures game. They were showing off 2in-high warrior models with the card game. We couldn’t even get a chance to really test that one because it was so popular. Some people don’t want to play miniature games and some don’t play card games, and it was a kind of hybrid of the two, which works really well. Another thing about miniatures is that classic video games are producing them – including Fallout, Mass Effect and Starcraft. There are so many things that you’ve got to work out, like how much time you’ve got to put into it, knowing the community – but they’re all amazing. You don’t walk away from it because you don’t want to walk away from it.
I’ve got to say, the chemistry around this table is phenomenal. You should see us in a meeting!
While you're talking about successful stuff, was there anything you saw at the show that you plan to stock that you don’t already?
That Worms board game – as we said, it was the first thing we saw. When stock is scarce, we go to a few distributors and now we’ve got three copies of Worms. The whole reason we moved down to our
new premises was to enable us to become an official store for popular games, trading card ones in particular. We have to be an official store to get promotional stuff. Which means there are two different products for everything. But then the companies also have boxes with card cutouts of things and online STL files as well. We just want to play it out of the box. The focus on promotional 3D STL files as opposed to just buying all the miniatures is definitely a highlight. With the two different products thing, one is the miniatures and the downloadable STL files to print and then there are the boxes, which are double the price with the card coming out plus the files.
Simon, Oli, Ewan, Luke, Ian and Steven set up Beacon Games five or so years ago in Luke’s upstairs computer repair shop in the centre of Axminster, Devon. They are friends from childhood and share a keen interest in gaming of all kinds. Progress was deliberately cautious early on – they all have separate full-time careers – but January saw them take the plunge with a prestige shopfront on the ground floor of the same building. They are open six days a week for customers and most evenings for enthusiastic gamers of all ages – and pretty much full every night.
Ewan’s favourite games
I’ve always been a huge Pokemon fan, especially as a child, and while it still holds a special place I’ve got to say Marvel Champions has taken top spot!
There's also the new The Witcher: Gwent board game from Hachette, which is coming out as a physical copy in September. They emailed us and we know our customer base will love this. We went to see them and it was like, this is what it is and it was worth the hype because people really wanted to give it a try. So that’s definitely something we’re doing – we’ll be doing a whole event for it. We are definitely really excited to stock this one.
Did you discuss what was likely to work for you and your customers? We did say afterwards that we would have a really interesting time deciding what will work because, obviously, the people are passionate about the products. You kind of fall in love with certain things and realise, oh, that’ll be really good.
As a novice on the gaming front, I got the impression when I was preparing for this interview that I don’t think I’ve ever seen a trade with so much enthusiasm among both the professionals and the customers.
It’s not just us, you could feel it there. The energy was still very high at 4pm on the Sunday. It was the final day and from the get-go everyone was still very full of that energy.
Simon, who comes from a farming family and was also a fitness trainer when he was younger, said: “At other trade shows I’ve been to like agriculture or fitness, you can tell if someone
Simon’s favourite games
My favourite game as a kid was Risk. It was one of the games that solidified my friendship with two of my Beacon compatriots when we were young. Favourite now? While we always play Magic the Gathering (as it was what started Beacon Games) we have recently started playing Bargain Quest, which we are really enjoying for its accessibility, aesthetic and just fun twist on running a shop in a fantasy world.
Ian’s favourite games
My favourite computer game currently is Europa Universalis. My favourite board games are Scotland Yard and Castles of Mad King Ludwig.
Oli’s favourite games
My favourite currently is Thunder Road Vendetta by Restoration Games; my favourite as a kid was Risk or maybe Mousetrap.
Black Metro from Absolute Ascendancy is a chaotic and dystopian city entrenched in a science-fiction setting. The Black Metro universe currently consists of a board game and book.
The city is independent and at odds with the rising empire. It is governed by one who has the title of Overlord. Might is right but not to the extent of blatant physical violence. After all, there would be no purpose governing a city if all its subjects were dead! One could say that the city is ruled with a loose, iron fist. A controlled chaos if you will.
Black Metro is a strategic area control game where players battle each other to amass the most power and become the next ruler of the dark city. Gather resources to research powerful technologies, build fortifications and upgrade units. Control districts through military strength and dominate your opponents. Gain massive power through syndicate support and missions.
In the summer of 2020, amid the lockdowns during the Covid-19 global pandemic; one lone and stoic, yet charismatic individual, renowned among close friends for uncanny strategic and tactical brilliance, embarked on a mission of grand proportions. After two years of development, Black Metro was primed to showcase at the 2022 UK Games Expo.
Overwhelmingly positive feedback signalled the green light to advance the project toward a physical print run, ready for 2025 UK Games Expo.
The demand for One Piece is insane and we cannot get further supplies until November
actually has conviction and passion for the product or they’re just there because they’ve been paid to try and be like that. Here, at UKGE, it feels like literally everybody is here because they love it.”
Any other game highlights that caught your eyes?
There was a card game on Kickstarter called Chess-à-tête, and it is very much a strategic 1v1 chess-board card game, which sounds ridiculous, but it’s surprisingly exciting.
And we went to look at it. They said: “You can still back it on Kickstarter because late pledges are still active. If you do, we’ll send you home with a little demo box thing.” We got to lunch and said: “Yeah, that’s bought!” It’s quite the hit for what is quite a ridiculous concept of making chess into a card game. But it works brilliantly.
We’ve had a lot of people coming in since the show for a game called Moonstone, which is a miniatures thing again. It won the UK Games Expo best miniature game in 2023. We wish we’d just gone over and seen it at the show but, it slips out of your head because you’ve got so much stuff to see, you just skip past because you have so much other stuff that you’ve already planned to spend time on.
The one thing we did go to that we knew we didn’t need to was the One Piece card game. It was a brief visit but one of us still managed to spend nearly £100 there! It comes from a longrunning Anime Manga and came out a few years ago. We have been slowly stocking it here in the past couple of months and we’ve sold out a couple
of times already. People have been asking about it and now we’ve actually got five or six players. This is great but now that same one of us is “spending ridiculously” on it because of all the people that will play with him. The demand for it is insane and we cannot get further supplies until November. It’s another game that brings in a whole different customer demographic because it’s based on Anime Manga. One Piece is doing what we kind of hoped Disney Lorcana would do. And it does.
Lorcana is doing very well and Disney has put the effort in. They don’t need to because everyone will buy anything from them – it would have sold even if it was a simple Disney cash grab. It’s a surprisingly in-depth game and, like One Piece, it’s very considerate of the players and the consumer in the fact that they make it very accessible. They’ve learned from games like Pokémon and Magic that have been going for 30 years and they’ve thought: “No, let’s make it simple. Let’s cut out all the things that people complain about. Let’s do it like this. Let’s make it a little bit easier.”
Pokémon and Magic will never go anywhere because everyone loves them. But we know for a fact that certain Pokémon releases, such as Resource Generation, are a nightmare. Whereas with One Piece and Lorcana you don’t even have to think about it.
As I mentioned earlier, I am absolutely blown away by the amazing enthusiasm for everything gaming. So, by way of attempting balance, here’s one slightly negative question – is there anything that you notice trendwise that’s becoming less popular? It’s an interesting question. We have noticed that on the trading card game side of things they’re reducing the pack size, reducing the box size and they are still charging the same. It’s that typical
shrinkflation thing that you get with Celebrations every Christmas. A little bit less. We love Mars Bars and Snickers and it makes you slightly tearful!
Thames & Kosmos UK is celebrating a recordbreaking UK Games Expo this year, with Australis, the latest title from Kosmos, capturing both the Judges’ Choice Award for Best Dice Game and the People’s Choice Award in the General Games category.
Award the Kosmos UK. several show, Transgalactica, Adventures Catan, in which
We think this is a trend in that the big brands, the big names in the industry are becoming very slightly less popular. People are becoming jaded with them as much as anything. And they’re seeking out other, smaller games, like One Piece for example. Or going from Warhammer to other miniatures games. And then there’s the accelerating cycle of updates that increasingly have to be paid for now.
The momentum started even before the Expo officially opened, as Australis was announced as the Judges’ Choice winner for Best Dice Game. This win secured its place among a select group of titles competing for the People’s Choice Award – voted for by thousands of visitors across the Expo weekend. On the final day, Australis was crowned the People’s Choice winner, making it one of the most celebrated titles of the entire event.
for Thames & Kosmos UK. In addition to Australis, the company launched several new titles at the show, including Transgalactica, Exit: Adventures on Catan, The Crew: Family Adventure –Marooned in Paradise, and Ingenious 3D – all of which generated significant buzz, inperson demonstrations and sales at the Expo.
Steve O’Connor, managing director for Thames & Kosmos UK, said: “We are thrilled with the response to Australis and incredibly grateful to both the judges and the public for recognising the creativity and innovation behind this game. This year’s UK Games Expo was our biggest yet – and winning these awards has made it truly unforgettable.”
The dual awards marked a high point in what was already a hugely successful weekend
People are much more willing to shop around with their money these days. The market we’re in at the moment, it’s awesome, but volatility is a thing that’s now a lot more common
Having said all that, on our side we’re very lucky with how we do things. It is a passion for us. We all have our own fulltime jobs outside of Beacon Games. We can afford to take things forward slowly. If we had gone all guns blazing and, say, taken on a much larger premises a couple of years ago we would not have survived six months.
Now we’re pretty full every night. We don’t charge for coming in to play games. People play them and then they buy stuff. We’ve been going five or six years and we’ve grown our community through that time. We were upstairs in this building and now know that we can safely expand. We have done so and opened a fantastic storefront.
Wolfgang Luedtke, senior editor and game scout at Kosmos Germany accepted the award on behalf of Kosmos UK.
Trading card games are proving popular with all ages – from Pokemon to Disney Lorcana and beyond – as we saw at the recent UK Games Expo. We lay our cards on the table with this roundup of some of the latest releases in the TCG arena
TnP catches up with Enrico Tassinari, global head of sales TCG – hobby channel at Ravensburger, which has been experiencing phenomenal success with its trading card game (TGC) Disney Lorcana, and has just released its new Set 8: Reign of Jafar.
How is the trading card games sector performing at the moment –and how is your company faring? 2025 is the best-ever year for TCG. It seems everyone is doing really well from stores and distributors to publishers. And the best is yet to come! There are some new TCGs being launched in the summer and autumn that are already in high demand. The sector growth is driven by innovation, nostalgia and a growing community of enthusiasts.
Disney Lorcana is doing great; we just launched our new Set 8: Reign of Jafar at UKGE and it was really well received by players and communities with record sales over the show weekend. We have recently announced our ‘Next Chapter’ for the brand beginning with the September release of Set 9: Fabled with more announcements planned around the World Championships this month.
Were you at UK Games Expo (UKGE) as a stallholder or visitor and, if so, how was it?
I was a stallholder. It was fantastic!
“The priority for a TCG publisher is to foster and support bricks-andmortar instore communities
”Every year is getting better, and you see more and more families attending the show, which is one reason for the growth and success of UKGE. People are having fun, playing games and supporting an amazing category!
Are there any new trends in the trading card games sector?
Definitely the integration of digital platforms with the traditional TCG is redefining player engagement and buying patterns. Also, TCG and collectibles are increasingly viewed as viable investment assets. This is putting pressure on publishers, as while demand is growing, it is not for the right audience, as the priority for a TCG publisher is to foster and support bricks-and-mortar instore communities.
Do you have any strategies to support retailers?
Ravensburger aims to be a game store’s best friend! We have just launched the Ravensburger Play Hub (RPH) as a platform for local game stores to foster and support their communities. We will continue to create play programmes and products for RPH stores as part of a longer-term company strategy.
What are/were your favourite games – both now and when you were young?
Love Letter and Splendor are two games I am never tired of playing. I am now learning how to play Disney Lorcana, which is fun and brings back all the memories of the beloved Disney characters of my youth!
HACHETTE BOARDGAMES UK
07584 029432 | hachetteboardgames.co.uk
you know?
Gwent started life as a a cult favourite mini-game in The Witcher 3: Wild Hunt
Hachette Boardgames UK returned to UK Games Expo this year with an all-star line-up of titles spanning heavyweight strategy, family-friendly co-ops, and fast-paced two-player duels. Headlining the stand was Gwent: The Witcher Card Game – making its long-awaited debut in physical form.
Originally a cult favourite mini-game in The Witcher 3: Wild Hunt, Gwent has now been fully realised as a standalone tabletop experience. Featuring all five factions and every card from the digital version, it finally invites fans to ask that age-old question: ‘Fancy a round of Gwent?’
First introduced in The Witcher 3: Wild Hunt – a video game that has sold more than 50 million copies and ranks among the top 10 games of all time –Gwent steps into the physical realm. With the full backing of CD Projekt Red and the official Witcher licence, this 1v1 duel game delivers an authentic experience. Boasting more than 400
UNFRINGED
chris@unfringed.co | www.unfringed.co
From the designer of Zuuli, Molehill Meadows & Moving Wild (published by Oink Games) comes a new Unfringed game, Fetching Feathers. The seasons are changing and these well-dressed birds are looking for a new place to call home. Hardheaded Eagle Owls love company in warm weather but need some personal space when it’s cold. Regal Kingfishers and Determined Woodpeckers thrive together when food is plenty, but what happens when it’s scarce? Over three seasons, create sanctuaries as fetching as the birds themselves in this simultaneous drafting and bonus-driven set collection game.
Experience a novel take on seasonal change by rotating and upgrading location cards each round/season to reflect changing food availability, while carefully balancing a variety of bonuses, from bird buddy benefits to full flock freebies.
Unfringed aims to create games that are simple, social and addictively fun, while introducing mechanics and strategies that even experienced game players would enjoy.
For ages 10-plus, two to four players. Game length 2030 minutes.
cards faithfully reproducing the iconic designs from The Witcher 3 and a playmat, Gwent is ready to transform any surface into a battleground.
In Gwent: The Legendary Card Game, two players build decks from various factions, each with its own unique set of cards and abilities. The goal of the game is to win two out of three rounds. The battlefield features multiple rows to which players will deploy their units and special ability cards to battle it out.
Gwent is known for its deep strategic elements, including bluffing, careful resource management, and reading the opponent’s moves. Players must choose when they should push aggressively to win a round or when to hold back and play for the long game.
With unprecedented levels of demand, this stunning reproduction is a musthave for Witcher fans and card game enthusiasts alike.
01869 363800
sales@ravensburger.com
www.ravensburger.com
The latest offering from Ravensburger in the realm of Disney Lorcana TCG is Set 8: Reign of Jafar. With a storyline that maximises the depth of creative inspiration behind the Set characters, Jafar has taken over Archazia’s Island, corrupting the beautiful haven into his menacing fortress. His reign may just be the greatest threat that Lorcana has faced!
Each of the two new Disney Lorcana TCG single-player decks includes everything a player needs to play right out of the box. Through these decks, players get a taste of the rich story and varied characters of the Disney Lorcana TCG. Each prebuilt deck has 60 cards and features cards from two ink combinations – Ruby & Steel and Amber & Amethyst – each with distinct play styles.
With 12 cards per pack, the Booster Packs give players the ability to customise their decks and discover their own gameplay strategies. Discover new glimmers, locations, items, and actions in each pack with varying rarities. The ideal way to start and expand any collection for new and experienced players plus Disney fans.
The ultimate treasure for both collectors and players, the new Illumineer’s Trove contains a full-art storage box with seven card dividers to keep Disney Lorcana TCG cards safe and organised by ink. The Illumineer’s Trove includes eight Booster Packs and helps keep track of character and location damage with six dice featuring a hypnotic sandy effect. With the spin-dial counter, players will never question how close they are to claiming a story star as it lets them easily track their progress toward victory.
The ever-popular cooperative gameplay format returns for Set 8 with Illumineer’s Quest: Palace Heist. This immersive game of good v evil for one or two players is perfect for Disney fans, casual and competitive players alike, and brings a unique play dimension to the brand. Having reforged the broken Hexwell Crown, Jafar has transformed into the formidable Supreme Sorcerer of Lorcana. It’s now up to players to sneak into his stronghold and steal back the Reforged Crown before he becomes all-powerful. In this game of keep-away, a ruthless underling or item from Jafar’s deck is all he needs to seize the crown. But make it through the traps and obstacles
he’s set up throughout the palace, and players will recapture this source of power. Whether players go after the Crown on their own or team up with a friend, the two-player decks are designed with characters, items, and more that will help them on their daring quest. Plus, there’s four battlegrounds to choose from.
The new Illumineer’s Trove contains a full-art storage box with seven card dividers to keep Disney Lorcana TCG cards safe and organised by ink
Each Disney Lorcana TCG Set launch includes a full line of licensed accessories to not only keep cards safe, but also add style to any collection, including soft-touch and durable full-sized playmats, featuring Rescue Rangers Away! and Hades – Double Dealer new for Set 8.
With the highly anticipated launch of Disney Pixar partnership licensed Sets for 2026 and licensed Disney Lorcana TCG puzzles landing in Q4, the world of Disney Lorcana continues to expand with new range introductions planned for later in the year based around character-based collectability and enhanced storytelling.
CURIOUS CATS UK curiouscatsuk@gmail.com | www.curiouscats.uk
Tachii is all about colour matching. Simply play one of your cards by matching it to at least two colours already on the table. It’s a frantic party game, a strategic two-person game. It’s even a mindful solo experience.
Tachii is fun and simple to learn, with minimalist design, and bold and striking aesthetics.
Everyone plays at the same time and the last person to play all their cards has to deal the next round. At first this simple game might not sound like your thing, but through blind playtesting its inventors have found that even players who wouldn’t consider themselves
gamers have got really into this game.
Tachii Classic (2-9 Players): Quick thinking is needed in this high-energy party game
Tachii Go! (2 Players): Square up in this dynamic duel to come out on top
Soli-Tachii (1 Player): Be at one with the cards in this mindful solo experience
Tachii Road (2 Players): Finish wide of the mark in this two-player drag race
Mini-Tachii (1-2 Players): Small is mighty and less is more in this turbo time trial
For ages seven and over.
The third edition of the Southeast Asian chapter of Kind + Jugend helped launch Southeast Asia’s maternity, baby, and kids industry onto the global stage with participation from Southeast Asian and international exhibitors and trade visitors
More than 100 leading brands showed off their wares to 3,000-plus visitors in the third edition of Kind + Jugend ASEAN 2025 in June.
Held at the Queen Sirikit National Convention Center in Bangkok, Thailand, the trade show continued its mission to launch Southeast Asia’s maternity, baby, and kids industry onto the global stage.
The event was organised through the collaboration of Koelnmesse and key national supporting partners including the Thai Chamber of Commerce, the Department of International Trade Promotion, the Thailand Convention and Exhibition Bureau (TCEB), the Office of Small and Medium Enterprises Promotion (OSMEP), and Thailand Textile Institute.
This year’s event showcased more than 100 leading brands from around the world, including exhibitors from Thailand, China, Taiwan, Hong Kong, Japan, South Korea, Indonesia,
Spain, the Netherlands, and Austria.
The show offered an extensive business matching programme, knowledge-sharing trend forum and seminars led by renowned international experts, a dedicated Innovation Zone, as well as the prestigious Innovation Award pitching competition.
With registered visitors from more than 30 counties including Australia, Cambodia, Canada, Chiana, Hong Kong, India, Indonesia, Japan, South Korea, United Arab Emirates, Vietnam, and more, Kind + Jugend ASEAN 2025 proved a meeting place for the industry in Southeast Asia and beyond.
Kind + Jugend ASEAN was launched with a long-term vision: to build a professional, regionally relevant platform for this industry in Southeast Asia – supporting quality brands, fostering partnerships, and enabling sustainable growth
Mathias Kuepper, MD, Koelnmesse Thailand and Vice President AsiaPacific, Koelnmesse
“ ”Koelnmesse is the world’s top trade fair organiser in the premium baby and toddler products segment. At the trade fair grounds in Cologne, Germany, the leading international trade fair Kind + Jugend is an established, central industry platform for the global trade and ordering business and presents an annual showcase of the latest products, trends and innovations. In addition, Koelnmesse supports the industry in expanding its business activities globally: Pueri Expo in São Paulo, Brazil, is the largest trade fair in Latin America for premium baby and childcare products, bringing leading Brazilian and international brand manufacturers together with buyers and retailers from across the region with a carefully targeted approach. In 2023, the successful brand launched Kind + Jugend ASEAN in Bangkok/Thailand, an additional event specifically tailored to the emerging Southeast Asian region.
Mathias Kuepper, managing director of Koelnmesse Thailand and Vice President Asia-Pacific, Koelnmesse, stated: “Kind + Jugend ASEAN was launched with a long-term vision: to build a professional, regionally relevant platform for this industry in Southeast Asia – supporting quality brands, fostering partnerships, and enabling sustainable growth. That vision remains firmly in place today.
‘’The baby and maternity industry in 2025 is navigating a complex and uneven landscape, shaped by shifting demographics, evolving consumer expectations, and macroeconomic uncertainty. And yet, these very circumstances underline the importance of coming together – to share insights, build resilience, and identify new opportunities for growth across the region.”
This year’s edition also introduced three new experiential zones designed to allow attendees to interact directly with products – providing a valuable hands-on marketing experience for participating brands:
Stroller Park – A realistic simulation zone where visitors could test and compare the functionality and performance of strollers across various terrains.
Gourmet Zone - A live demonstration and sampling area where nutrition experts provided insights on baby food preparation, offering visitors the
chance to experience diverse products at firsthand.
Diaper Changing Zone – A dedicated station where visitors were able to directly test and compare products used for nappy changing, for example, disposable nappies, pads, and skincare items for babies.
“The trend forum provided a forward-looking perspective on innovation, marketing, education, retail, and healthcare shaping the future of the maternity, baby, and kids industry
developmental health and early childhood education, including the role of AI in preparing children for a tech-driven future. Together, these sessions provided a holistic view of how global trends and local expertise are converging to redefine the early years ecosystem.
The final day, June 14, was opened to the public, where parents and consumers explored and purchased products and participated in multiple activities.
”The breeding ground for trends and innovation in Southeast Asia
One of the standout moments of Kind + Jugend ASEAN 2025 was the Innovation Award, a vibrant platform where entrepreneurs and designers presented cutting-edge innovations across five categories: Travelling & Moving Kids, Furniture, Textile, Kids Care, and Nutrition. Finalists pitched their ideas live on stage, culminating in the announcement of the winners on the same day – a showcase of creativity and industry advancement.
In additon to the Innovation Zone, the trend forum provided a forward-looking perspective on innovation, marketing, education, retail, and healthcare shaping the future of the maternity, baby, and kids industry. Speakers from international powerhouses including Hasbro and Lego shared insights on leveraging entertainment IP, digital storytelling, and immersive retail experiences to engage modern family shoppers. Experts from Thonburi Bamrungmuang Hospital and the Preschool Education Association of Thailand addressed the importance of
Highlights included fashion shows by Kids’ Planet and The Mall, as well as heartwarming Meet & Greet sessions with George the Pig, the beloved younger brother of Peppa Pig at the Hasbro booth.
Kind+Jugend, Cologne, Germany, September 9-11, 2025 Pueri Expo, Sao Paolo, Brazil, April 26-28, 2026
Pongpol Yodmuangcharoen, Secretary to the Minister of Industry, said: “The Ministry of Industry is proud to support Kind + Jugend ASEAN 2025, which serves as a vital platform for Thai SMEs to generate economic value, particularly in the rapidly growing global market for innovative maternity and baby products. In today’s competitive landscape, success is no longer determined by size alone, but by the ability to connect with emerging opportunities on the global stage. This event is more than an exhibition – it is a true ‘bridge’ connecting Thai entrepreneurs with international partners, perfectly aligned with the Ministry’s vision of empowering SMEs to become regional exporters and innovators.”
Dr. Kitsana Vachekrilas, vice chairman, the Thai Chamber of Commerce, added: “The gathering of brands and entrepreneurs from numerous countries today highlights Thailand’s role as a strategic hub within the global supply chain for maternity and baby products. We boast world-class manufacturing facilities, skilled labour, and a new generation of designers with highly competitive ideas. The Thai Chamber of Commerce is honoured to contribute to this initiative, as we strongly believe the ‘maternity and baby economy’ holds tremendous potential and is closely tied to the quality of life for Thai and ASEAN families. We are committed to helping our entrepreneurs elevate product standards to meet the needs of modern families and compete successfully on the global stage.”
Mr. Duangdej Yuaikwarmdee, director of exhibitions department, Thailand Convention and Exhibition (TCEB), remarked: “The MICE (Meetings, Incentives, Conventions and Exhibitions) industry not only generates revenue from business travellers and event participants but also serves as a crucial instrument for fostering long-term international cooperation. Kind + Jugend ASEAN exemplifies how MICE can propel niche industries, such as maternity and baby products, onto the world stage. TCEB takes pride in playing a role in advancing events of this calibre and remains committed to supporting Thailand’s position as Asia’s premier destination for exhibitions and business matchmaking. We believe this event will spark new ideas, drive positive transformation, and promote sustainable growth in industries.”
EPOCH MAKING TOYS
0208 049 1377 sales@epochmakingtoys.com www.epochmakingtoys.com
The next Baby Collectibles blind bags will hit shelves in July, and several special edition sets will be released in the autumn to celebrate the brand’s global 40th anniversary, which will be a musthave for fans
For Autumn/Winter, Sylvanian Families will introduce the new Flower Fairy area to the popular Amusement Park range including hero set, the Skytop Fairy Castle. A glistening fairy utopia, it comes with two fairy baby figures, including the tiny flower fairy –complete with iridescent wings she is even smaller than the cradled babies! Fans can play among the clouds and use the vines to move between the interactive rides, which include a fairy gondola, a sparkling waterfall, twirling flower boats and a fairy spring. Fans can create a park parade with other sets in the Flower Fairy Collection with the Daydream Parade Playset, Plane & Train Set, Ride the Waves, Floral Fantasy Skyship and Flowering Princess Set.
Also new to the park is the Dip Dip Donuts Wagon, which comes with Deer Mother, Primrose, a selection
of delicious donuts and cute toppings. The donut-shaped shelves can be turned into a table and chair set and the wagon transforms into a passenger vehicle.
Elsewhere in the collection, two new nursery sets will be available – the Nursery Princess Play Set and the Nursery Concert Set, which comes with three baby figures complete with musical instruments.
In addition, joining the line-up will be the snuggly Snow Leopard Family with fluffy white fur and long bushy tails; plus, a new festive Christmas set, Baby Santa’s Christmas Tree House. The set includes two babies including the Snow Leopard Baby dressed as Santa Claus, a house made from a Christmas Tree with a hammock and adorable festive toy accessories.
The next Baby Collectibles blind bags will hit shelves in July, and several special edition sets will be released in the autumn to celebrate the brand’s global 40th anniversary, which will be a must-have for fans and families alike.
Dolls and collectibles continue to be a reliable category for retailers, with the appeal of new series of characters and affordable price points enticing shoppers back into store on a regular basis…
Fingerlings Snuggle Tails have long, fluffy tails and extra surprises. This Autumn/Winter meet Coco the Monkey and Evie the Unicorn, both available to collect as Fingerlings Snuggle Tails. Each character comes with a mini bestie, as well as a hairbrush to keep their tails soft
CHARACTER OPTIONS
0161 633 9800
sales@charactergroup.plc.uk
Character Options continues to react to new trends, and generate new crazes in the collectibles aisle, with cool new friends from Fingerlings to discover, as well as the exciting new IP Mush Meez –all of which are coming soon.
Fingerlings is the brand that brings friendship to the fingertips, with the season’s biggest BFFs now confirmed as Fingerlings Pinkies and Fingerlings Snuggle Tails. All new for AW25, Fingerlings Snuggle Tails have long, fluffy tails and extra surprises. Coco the Monkey and Evie the Unicorn will both be available to collect as Fingerlings Snuggle Tails. Each character comes with a mini bestie, as well as a hairbrush to keep their tails soft, and stickers with which kids can accessorise them.
Meanwhile, Fingerlings Pinkies are the mini pets that sit right on your pinkie tip. These cute characters have surprise, fluffy tails and can be worn as fluffy friendship bracelets. Each comes in a heart-shaped jewellery box, with a collectible surprise bestie hiding inside. There are 12 different Pinkies and besties to collect, including the ultra-rare sparkly iridescent unicorn bestie.
RAINBOW DESIGNS
01329 227300
sales@rainbowdesigns.co.uk www.rainbowdesigns.co.uk
Bonikka Dolls are produced by Tikiri Toys, a family-run business based in Sri Lanka, and are deeply rooted in tradition and the values of empathy, sustainability, and emotional connection
Rainbow Designs unveils an exciting addition to its 2025 collection – the charming and meaningful Bonikka Dolls collection from Tikiri Toys. Now available, this heartwarming 10-piece range of beautifully crafted dolls is sure to capture the imaginations of children and the attention of retailers seeking thoughtful, emotionally enriching toys.
Produced by Tikiri Toys, a family-run business based in Sri Lanka, Bonikka Dolls are deeply rooted in tradition and the values of empathy, sustainability, and emotional connection. The brand’s touching origin story – inspired by the founder’s treasured childhood doll – infuses each doll with a sense of warmth and history that resonates with today’s consumers. As demand grows for toys that support emotional development and imaginative play, the Bonikka Dolls range offers a meaningful and distinctive alternative in the soft toy sector.
Each Bonikka Doll is designed to be a comforting plush companion, encouraging nurturing behaviour and storytelling among young children. The collection includes an enchanting mix of characters, such as the elegant Angelina with Silver Wings and the ethereal Aurora with Gold Wings, perfect for children who love a touch of magic. Also featured are Priscy and Cecilia in soft, neutral linen dresses, offering timeless appeal, alongside Katy, Fran, and Peggy, who bring a splash of colour in their vibrant, patterned outfits.
For the youngest doll lovers, the collection includes two cuddly Cherub Baby Dolls in Blue and Pink, as well as the adorable Baby Grace, who comes in a carrycot complete with a bottle and blanket – an ideal set for early nurturing role play. Every doll in the Bonikka range has its own distinct look, with varied hair colours, facial expressions, and clothing, reflecting the diversity of childhood experiences. Each comes beautifully packaged in a high-quality gift box, making them a perfect gift choice. The Bonikka Dolls range, with its blend of heritage, heart, and ethical craftsmanship, brings further meaningful and unique offering to Rainbow Designs’ extensive licensed character plush portfolio, and to the shelves of retailers.
0800 102 6885 | uksales@justplayproducts.com www.justplayproducts.com
More big things for Disney Stitch are in-store this season with Just Play’s Master Toy collection. Among the exciting movie range are some super-cool collectibles, in a range of new formats. Inspired by the beloved mischievous alien, the Disney Stitch Squish-AStitch Blind Figure Capsules bring fans seven stylised, glittery renderings of Stitch to find, including a silver chase figure.
Affordable and highly collectible, these figures come mystery boxed, in a Stitch Head Blind Capsule, for added fun.
The Disney Stitch Swirl-a-Stitch ClipOn Figures will add a dash of interstellar flair to any fan’s favourite backpack, purse, keychain, or more. There are six bead and glittery filled figures to find. Meanwhile, perfect for kids and collectors alike, the blind-boxed Disney Stitch LiveAction Movie Time Collectible Figures, each capture an iconic movie moment, with seven to connect and collect.
The thirst for all things Disney Doorables is kept alive with the regular release of new captivating experiences. And more Disney Doorables excitement is on the way, with a new theme for Autumn/Winter.
Disney Doorables Let’s Party brings the magic of celebration to life, with favourite Disney characters dressed in six different party themes. Discover Minnie Mouse, who’s ready for the Skate Party, the Genie from Aladdin, dressed for a Pool Party, and more. There are 60 figures to find across the series, including six special edition chase figures that have special features, such as a colour change or bobblehead. Plus, there’s Disney Doorables Costume Cuties –a new trend item that allows all to indulge in the fun experience of dressing the characters in a costume and customising their wardrobe with included stickers.
Doorables are a hit with all ages – there’s even a doll range based on their popularity: Disney Doorables ADOORBS. These dolls are obsessed with Doorables; they collect the toys and have Doorables inspired outfits. Each has soft hair and comes with shoes, bag, lanyard, and a Doorables figure that attaches to a keychain.
Disney Doorables Let’s Party brings the magic of celebration to life, with favourite Disney characters dressed in six different party themes for Autumn/Winter. Discover Minnie Mouse, who’s ready for the Skate Party, the Genie from Aladdin, dressed for a Pool Party, and more…
Kids can bring on-screen excitement into the playroom, with Disney Junior SuperKitties figures. Both the Collectible Mini Figures and Su-Purr Charged 2-Pack Figures are purr-fect for fans. For children who love Disney Junior’s Minnie Mouse, the Minnie Sweet Party 6” Doll should be a go-to for imaginative play.
“We’re
Rachael Sankey, co-owner/director of Harold’s in the South Shropshire town of Church Stretton, talks to Clare Turner about her shop’s recent relocation and reopening, and her strong rationale that play is for all ages
What’s your career background?
Years ago (before I had three sons), I worked in press/PR and website content management.
Why did you decide to be a toy retailer?
My husband William Sankey wanted to start a local family business and thought it would be a good idea to open a shop as
Pokémon isinafrenzy at the moment. It had a bit of a lulllastyear butrightnow it's on fire, and we can't getenough stock to fulfill demand ” “
an investment for the future. We decided on toys/games/hobbies because our home town of Church Stretton didn't have that sort of shop. Also, we're big kids, and we love the things we sell.
Tell us a bit about your business
Harold’s is named after William’s late father – and was the only name everyone in the family could agree on for the shop. We opened on April 2 2022 at 1 Shrewsbury Road in Church Stretton, and this year we moved premises to 10 Sandford Avenue in Church Stretton and reopened on May 24. It’s pretty much just around the corner (and across a crossroads).
Why did you decide to relocate?
The move was prompted by our stock room being taken away to be repurposed by our landlord. To be fair it was supposed to benefit us too, but we found it really didn't – and, in fact, it was detrimental to our business because we needed more space, not less. We’re very glad it happened though, because we did need to move from the location we were in, since it was a bit
out of the way of general footfall.
The new shop is a bit bigger because we've converted the stock room into part of the shop. But the main benefit is the location. All of the other shop owners in the town said it would make a huge difference and although it's early days, it’s been amazing.
Trading has broken all of our records since we moved. In fact, we’ve done better this week than we did last Christmas. And we’ve decided to open on Sundays only in school holidays and on bank holidays. Location, location, location!
What changes have you made to the new store?
The layout has changed somewhat. We’ve kept certain things in sections but the new shop has higher ceilings, so we’re able to have a lot more products on show – and display them better.
We’re adding lots of new things now that our turnover isn't stagnant. We’ve reused our old slat wall and gondolas, since that stuff is quite expensive. But we’ve introduced some twin slot shelving, which works very well for us. We're also
getting a few more Ikea Kalllax cube storage units to fill the gaps here and there. It’s an old premises so there are little areas where our usual shelving won't fit.
What’s your company ethos?
It’s always been to provide goodquality fun for all ages. In recent years there’s been a lot of talk about the kidult market, and in fact I attended a presentation by Toan Nguyen, the founder of marketing agency Jung von Matt NERD, at Spielwarenmesse in 2024, where this was one of the main topics.
We’ve always wanted to appeal to this market but there is a little bit of resistance (we've found) from older people when it comes to the word 'toys'. People have said they don't need to go to a toy shop because their kids have grown up.
But we sell lots of things that are made for adults, such as Lego, Tamiya, board games and kites. We hope that now these items are more easily visible through our windows (which are huge and provide a view of most of the shop’s interior), older people will venture in – and this does seem to be the case already.
What do you believe sets you apart from other toy shops?
Perhaps that we have made the effort to stock things that specifically appeal to adults. We also stock a lot of independent UK brands that don't appear in the big chain stores. So people will find unusual and very interesting things that they may not have seen before.
I would describe the thingswe stock as utensils ofplaywhether they’re actual 'toys' isn't so important ” “
How would you describe your merchandise mix?
We do stock some mainstream toys and games but we can't compete with the big chains, so don't try to.
We have a good games section, which includes Warhammer. There is a lovely selection of art & craft materials for kids, as well as other toys, games and puzzles for younger children.
We also try to maintain a good selection of Lego. Our model section is now expanding as well, because products such as Airfix are always popular. Generally, we like to have stuff that is useful but we do have silly things too. The emphasis is on fun.
We have 'circus skills' items as well, which we love because they encourage exercise and skill building. We decided to stock them because our children and their friends have loved these kinds of items, and they’re a consistent seller for us.
They’re not necessarily 'toys' but they’re definitely fun. But not all of them are suitable for children – like the fire sticks! I would describe the things we stock as utensils of play –whether they’re actual 'toys' isn't so important.
It’s a part of our offering that is definitely for all ages. For instance, juggling balls, diabolos and yo-yos can be of great benefit to older people because they help maintain hand-eye co-ordination, balance, and fine motor skills. These are important as we age because without consciously using
What’s a typical day for you?
I reply to emails, post on social media (Facebook and Instagram), send out web orders, update the website – and do whatever else needs doing around my other life obligations.
What’s the most fun you have with your team?
My team is literally my family because my son David works in the shop most days and my husband William is involved on the buying side. We sometimes play games such as Magic: The Gathering, Warhammer, and Cards Against Humanity. Sometimes it's great fun – and other times it’s quite frustrating!
What have been the highs and lows of your retail career to date?
The highs have been the wonderful response we get from people who come to our store and love it, and making connections with the people we buy our stock from. This is a really fun industry to work in. The big low was a lull in business last year – but since our shop move, things have improved.
Are any business issues proving particularly challenging at the moment?
The number of people phoning us to deal with the transfer of our electricity account. One day I had more than 100 calls!
Is there anything suppliers can do to make your life easier?
Sometimes changing our address with suppliers has been a bit long-winded, but it's not a big deal.
What do you like most – and least –about your role?
I like discovering cool new things that I hope other people will appreciate. I dislike it when people fail to appreciate the cool new things I’ve found!
What’s your favourite childhood toy?
I still have the Emu arm puppet my mother made for me – and my blue and yellow roller boots that I vividly remember ogling through the shop window.
What’s your current favourite toy and game and why?
I love the Wingspan board game because it's so beautiful. Toy-wise I like Lego. I have lots of sets including the Great Pyramid of Giza, the Orchid and other Botanicals – and the ºRetro Camera.
Is there anything you would like to add? I think love for what you're doing is the most important ingredient but it isn't all you need. Location, Pokémon and Lego also help!
these skills we can lose them.
We’ve sold lots of ribbon poi [a type of spinning poi, a traditional Māori dance element, where colourful ribbons are attached to weighted heads and spun using a cord] to the local ladies' belly dancing group, for example. Such things are easily portable and can be shared, taught, and used as entertainment, so they offer a social aspect, too.
For me, they’re a really valuable part of our shop – and I think it's strange that they’re not standard fare in all toy shops. A great antidote to the current obsession with screens and trends, they're simple, timeless, always fun, and relatively inexpensive.
How many brands do you carry?
We have hundreds of brands but the main ones are Lego, Schleich, Britains, Warhammer, Galt, Fisher-Price, Inkari, Maileg, Small Fries Games, Pokémon, Exploding Kittens, Airfix, and Tonies.
How many suppliers do you deal with?
Key companies include Asmodee, Kayes of Cardiff, NDA Toys, A.B.Gee, Clementoni, Muddleit, Hippy Chick, Bliss, Smart Toys, Rex London, and Juggling Wholesale.
How do you find products?
In many ways: rep visits, trade press, and trade shows. Often I have an idea and look for things. Sometimes I like things I see when I’m browsing wholesalers’ websites such as NDA Toys, A.B.Gee, and Kayes of Cardiff.
What's your selection criteria?
We tend to go for things we personally like – which means it has to be good quality and have some benefit other than novelty value.
What’s selling well?
Pokémon is in a frenzy at the moment. It had a bit of a lull last year but right now it's on fire, and we can't get enough stock to fulfill demand.
I think Pokémon is great because it
brings people together, especially the kids. One of our customers (a semiprofessional Pokémon player) has installed a Pokémon vending machine in our shop, which is getting a lot of attention. For just 40p per vend, you get two cards, with one in every 25 containing an Ultra Rare.
Games have really taken off – even expensive board games such as Wingspan. And a new range we got in for the reopening was the retro My Little Ponies and they’ve sold well. Schleich animals are always trotting or swimming out of the shop too and, of course, Lego.
What are some of your new arrivals? Clementoni, Retro Rubik’s Cube, Smart Toys & Games’ IQ Puzzler Pro, and Ravensburger jigsaws (we decided to expand the jigsaw puzzle section).
Have you spotted potential summer crazes or trends?
We don't tend to stock trends and crazes, apart from Pokémon, of course.
What’s on your counter/by the till?
Pokémon, Magic: The Gathering and Lorcana cards, our own gift cards – and a War Child charity collection box.
What are you looking forward to seeing/stocking over the summer?
The Clementoni Greenhouse, which is coming in soon. And for nature detectives and outdoor adventurers, we have a ‘build-a-bag’ section. I came up with the idea because as a parent I was always on the lookout for bushcraft/nature investigation stuff for my boys. It really encourages kids to enjoy the outdoors if they have tools – plus it helps them learn new skills.
The Clematis rPET Drawstring Bags from Ecoduka can be worn as a backpack and filled with useful items such as a mini microscope, whistle, lamp, head torch, binoculars, bug boxes and so on. They combine well with The Den Kit Company’s activities and den-building kit.
We have 'circus skills' items… For me,they’re areally valuablepart ofourshop – and I think it'sstrange thatthey’re not standard fare in all toyshops. Agreat antidote to the obsession with screens and trends, they're simple, timeless, alwaysfun, andrelatively inexpensive
We also have nature kits from The Den Kit Company such as the Entomology Kit and Potion Making Kit. Then we have some Army Cadet stuff from Kombat, such as a cutlery set, bungees, paracord, and torches.
Are you planning any activities for children over the summer holidays? I’m thinking about it but as we only just moved shop we're still working on that. But we are a member of the Woodland Trust Nature Detectives, and I plan to produce free downloadables for outdoor activities to do during the holidays, which can be picked up instore or printed from our website.
What’s next for your toys?
Scalextric. We've been considering introducing this for a while and have decided to see how it does, now that we’ve moved. So we’re testing the water.
What’s next for your business?
I haven't recovered from this relocation yet – so nothing else to report!
0800 102 6885 uksales@justplayproducts.com www.justplayproducts.com
The Just Play portfolio is home to the furReal collection, licensed from Hasbro. This interactive tech toy range brings plush animal friends to life in the most wholesome way. New interactive pals will be added to the furReal flock this A/W. furReal Coco the Tumbling Panda is set to be a hero line for Christmas 2025, following the sellout success of the 2024 Dream Toy furReal Peanut the Playful Monkey. Coco has 40-plus sounds and reactions and gets so excited she rolls around – that is when she’s not eating bamboo! Then, MOOO-ve over and make way for furReal Maggie the Feed & Follow Cow! What kid wouldn’t love bottlefeeding Maggie? This sweet highland cow will walk to follow her bottle, making realistic animal sounds along the way.
Then, see the furReal brand come to life in your hands with furReal Handfuls. This affordable A/W line is packed with functionality – each pet comes with more than 50 sounds and reactions. Collect Shivers the Penguin, who literally shivers… warm him up in your hands! Nibbles the Red Panda is forever hungry, while Chirps the Cockatoo is often in need of some fuss and attention.
Just Play’s Disney Stitch Master Toy collection brings to life the fun of the new Disney Lilo & Stitch movie. Available for pre-order, Disney Ultimate Stitch is the interactive feature plush with more than 100 sound and motion combinations. Kids and fans will experience a full range of all the feels – from playful sweetness to a full-on alien
furReal Handfuls is an affordable A/W line –each pet comes with more than 50 sounds and reactions. Collect Shivers the Penguin, Nibbles the Red Panda, who is forever hungry, and Chirps the Cockatoo, who needs fuss and attention
tantrum. Tap or press his nose, tongue, belly, or hand for hilarious antics and sayings in Stitch’s native Tantalog language. He sneezes, giggles, blows kisses, dances, sings, snorts, spouts feisty alien gibberish, and more!
Also in the movie range, Disney Stitch Many Moods Stitch Plush brings Stitch’s lovable personality to life with light-up, animated LCD eyes and more than 50 sounds and phrases. Fans can scratch Stitch’s head to reveal his lovable side, rub his belly for playful antics, or feed him when he’s hungry. They can even jiggle, tilt, or hold Stitch upside down for reactions, but too much bouncing might make him grumpy. When it’s time to wind down, rock him to hear yawns as his eyes close.
PEERS HARDY GROUP
0121 524 1400 | jbarrett@peershardy.co.uk www.peershardy.com
Tikkers are stylish, feature-packed smart watches for active, connected young users.
Tikkers, the brand for youth wearable tech, has unveiled new additions to its Series 13 Smart Watches, just in time for SS25. These new models are packed with cutting-edge features, designed to empower kids and teens to stay active, connected, and stylish.
In Lilac, with three interchangeable silicone straps, to fit all wrist sizes, and Navy Riptape Strap, they feature call, message and social media notifications (customisable via the Tikkers Time app), and built-in step counter, heart rate monitor, GPS connection and sports tracking.
There’s music control and selfie camera control right from the wrist; wellness tools including hydration reminders, breathing exercises and sleep tracking, and alarms and weather alerts.
Technology-led features are adding appeal to everything from plush to roleplay – and smart toys look set to increase in popularity as innovation within the industry continues
WILTON BRADLEY
01626 835400 sales@wiltonbradley.co.uk www.wiltonbradley.com
Kids can unleash their inner reporter with the Mi-Mic Live Media Maker Kit!
Designed for aspiring young journalists, this complete kit includes a Mi-Mic Live microphone, pair of receivers, and a rechargeable ring light, giving kids all they need to look and sound professional.
The sturdy microphone handle and windshields ensure clear sound quality, while customisable flags add a personal touch to every report. Perfect for interviews, video reports, or fun news segments, this kit helps kids build confidence and creativity on camera.
As interest in STEM learning grows apace, science and naturebased toys continue to rise in popularity, as parents aim to supplement school-based learning, summer brings new outdoor opportunities, and kids are inspired to explore space
What sells well in the science and nature category for you?
This is a key part of our range, especially at this time of year when children have access to natural resources. We stock the Insect Lore range and have live stick insects and butterflies in our shops to illustrate their products. We are doing very well with the new range of National Geographic from University Games, and have a new range of construction toys from Black and Decker.
Science & nature toys are increasingly popular across the UK toy market, driven by a growing interest in STEM education, sustainability, and hands-on creative learning. This is creating a vibrant landscape of toys from chemistry labs to fossil digs where learning and fun go hand-in-hand.
Many toys tie into UK school curriculum STEM goals, making them appealing for both academic and play use . And as Wendy Hamilton, CEO of ecommerce platform CuriousMinds. co.uk, and Grasshopper Toy Shop, pointed out in our interview in the last issue of TnP: ‘’Science curriculums in schools are now so depleted that very little practical science experimentation is offered to children. It’s a real shame, because the magic of science is in practical lab experiments.’’ So sciencebased toys that can inject a little bit of that magic back into learning are bound to be a hit with parents.
And it’s something toy makers are seeing, too. Trends UK points out that it has seen a marked increase in demand for its STEM-related toys such as its Science Mad! Kits: ‘’Families are discovering that there are whole ranges of exciting science-based toys that are
“Having STEM products that are designed to inspire the next generation of astronomers is something that I find massively appealing and rewarding
”Andy Morris national account manager Thames and Kosmos
UK
not only fun, but will also support their children’s learning in school. It’s a great way for the whole family to support education in the household and it’s enjoyable for the adults too!’’
And for Andy Morris, national account manager at Thames Kosmos UK, space is where it’s at in this sector: ‘’Space science is really performing well for Thames & Kosmos at the moment, with our telescopes and planetariums being a big hit,’’ he tells TnP. ‘’We put that down to the increased interest in space and with the upcoming return to the moon as well as all the amazing images coming back from the James Webb telescope inspiring children. We can only see this momentum continuing.’’
It’s a topic that really grabs his attention too: ‘’There is so much mystery and wonder to it all and having STEM products that are designed to inspire the next generation of astronomers is something that I find massively appealing and rewarding.’’
Sustainability-based STEM is doing well too,he adds: ‘’Our Green Engineering house lets children and educators bring topical energy saving concepts to life including solar power, energy storage and climate control
We are also very excited about getting in stock a new Evolution book from Nosy Crow that operates like a choose-your-own adventure story.
Peter Allison, Whirligig Toys Learning Resources bug viewers and magnifiers, as well as Brainstorm products.
Alistair Harper, Harper’s Toys & Hobbies - Toymaster I only stock the Clockwork Soldier range in this category. Their Solar System, Seascape and Dinosaur World packs do well for me – they’re a mixture of learning and play.
Sally Wilde, Planet Sal
systems. It even comes with a robotic lawn mower. Alongside this our Essential Stem range is consistently popular and when it comes to the science of physics and motion, Gecko Run with its fun expansion packs gives endless possibilities and consistent interest in the product line.’’ During the summer, Whirligig Toys’ Peter Allinson points out that interest peaks in its stores, as children have access to natural resources. And Andy sees this too: ‘’We’re seeing outdoor STEM activities picking up at the moment with the Thames & Kosmos Metal Detector being popular, as well as our outdoor weather station, wind generator, telescopes and solar powered based products.’’
THAMES & KOSMOS
01580 713000 | sales@thamesandkosmos.co.uk thamesandkosmos.co.uk
Wind Power V5.0 is the next generation of Wind Power series of wind turbines that Thames & Kosmos has launched. Featuring a plethora of improvements from V.4.0 that help young minds understand and see real-world examples of Wind Power in action, it’s 3ft tall, so stands out visually and practically, and makes understanding wind power a breeze.
Green Engineering: Clean Energy & Sustainable Living is the latest STEM experiment kit from Thames & Kosmos that focuses on clean energy and sustainable living, enabling young minds to bring relevant and topical ideas and scientific concepts to life in a fun way. The large model includes a solar panel, a home energy storage battery, a water pump to create a climate control system, light sensors and LEDs, a robotic lawn mower – and it even allows budding green engineers to grow a grass-filled roof.
UNIVERSITY GAMES/LAGOON
0207 254 0100 sales@ugames.uk.com university-games.co.uk
Lagoon’s best-selling educational ranges of science and nature sets help youngsters explore and learn about the world around them.
The new and exciting National Geographic How Things Work series of nine beautifully designed 3D Puzzles make an impressive range of construct and play STEAM science toys. The series includes a Blast Off Rocket, Racing Car, Parachute Launcher, Aeroplane Launcher and Hydraulic Lift, as well as a Vacuum Cleaner, Monocular, Periscope and a Kaleidoscope. Combining hands-on building while learning valuable engineering concepts through interactive play, these STEAM education toys each come complete with an instruction booklet and engaging educational content to help children understand the science behind the build including flight, motion and the principles of force.
The Flights of Fancy range from Lagoon is an established collection of nature-inspired, kits to help youngsters learn about the natural world. The model kits of Birds of Prey, Garden Birds and Flying Owls are great for young collectors, and there are also fun and educational, About Bugs, About the Seashore and Bird Watching kits.
BIGJIGS TOYS (MAIN)
01303 212691 | help@bigjigstoys.co.uk bigjigstoys.co.uk
Meanwhile, whether you’re a treasure hunter, mud larker or a beachcomber, the new Thames & Kosmos Metal Detector lets budding ground sweepers investigate the ground beneath their feet in a fun and educational way. Its sensors are able to penetrate up to 6ins into the ground and pick up various types of metals, including silver and gold. The metal detector provides both a sonic beep and visual feedback via the integrated digital display.
Finally, the Thames & Kosmos Telescope lets budding astronomers take a closer look at the universe around them. With up to 100x magnification, the telescope gives close-up views of the moon and even picks up other celestial planets and stars. The telescope has everything that’s needed to start viewing the wonders of the universe and fuel the imaginations of future stargazers and astronomical observers.
Take a peek into the lives of insects and little beasties with Bigjigs Toys’ wooden Bug House. This bug hotel is designed like a cosy home for miniature wildlife and features a removable green roof, a bright red door, and windows to observe little creatures.
The child-friendly design allows kids to get up close and personal with bugs in a safe way, helping them to learn about science and nature in an engaging way. As little ones open the box and discover bees and ladybirds, they will learn respect for the natural world and how important bugs are for our planet.
This bee-utiful bug house is made from sustainably sourced materials and premium-quality FSC Certified wood, helping kids to learn about the environment while protecting it.
Kids’ parties happen all year round, so dress-up and party bag fillers are the gifts that keep on giving for toy retailers!
If there’s one thing you can rely on, it’s that children will have birthday parties. And as well as the ideal opportunity for selling gifts, they offer up numerous opportunities for dress-up ideas and party bag fillers.
And with the average cost of a birthday party for a child aged between two and 12 in the UK pegged at £363.26, according to new research conducted by Go.Compare Money and MyVoucherCodes, there’s a budget in there for party bags.
In fact according to the research, party bags came out at number three in popularity, behind spending on takeaways and party food. Spending varies around the country, with parents in Greater London spending £115.07 more than the average, taking the total party bill to £478.33, while those in Norwich spend the least.
And the age group most likely to spend frivolously is parents aged 25 to 34, perhaps feeling more pressure from social media to splash out.
Following on from the research, the money-saving experts at MyVoucherCodes and Go.Compare put together their top tips for saving money on kids’ parties, including suggesting that party activities could form part of the party bag – suggesting making jewellery, coasters or bookmarks to take home.
With other opportunities across the year for party-related sales, including Halloween, it’s a sector not to be ignored!
Alice Smith, marketing manager, Smiffys
How is the Let’s Party sector performing at the moment? It’s no secret that the market has been tough for the last few years, but even when times get hard people like to party! There are opportunities year-round and we’re focusing on all the smaller events and seasons to boost sales between busy periods. We’re looking forward to a busy Halloween as the event falls on a Friday this year, opening up a full weekend of celebrations.
Within your range(s) what is the top product currently and why?
We’re gearing up for Halloween here at Smiffys, so among our top products in the kids category are our Ghostbusters range, new kids’ Halloween Boilersuit styles, and the pink Good Witch Fairy.
Are there any new trends?
It’s no secret that the market has been tough for the past few years, but even when times get hard people like to party!
Alice Smith marketing manager Smiffys
Accessories have been trending up for us over the past few seasons, allowing customers to join in with the dress-up and party fun at a lower cost no matter what the occasion.
Customers also continue to post celebrations across social media, and therefore ‘Instagrammable’ party décor and accessories aren’t going anywhere.
Do you have any strategies to support retailers?
We’re supporting our customers with FSDU packages and in-store POS packs for key seasons. We’re also focusing on communicating all the small wins we can with our customers to help boost their
SMIFFYS
0800 590599 | sales@smiffys.com | smiffys.com | smiffystrade.co.uk
Dress-up and party supplier Smiffys is a onestop-shop for celebrations year-round. From costumes to décor and tableware, Smiffys has thousands of products to suit all themes. Children’s dress-up parties are going nowhere. Licensed products are always popular in this category, as children are influenced by their favourite characters from hit movie releases, streaming services and their favourite books.
Smiffys’ collection of Unicorn Academy costumes from the Netflix animated series will launch later this year. These costumes in bright colours with metallic details are the perfect party dress-up choice for older girls. Also in the licensed party category, Smiffys’ The Gruffalo range is perfect for younger children’s birthday parties. Bringing the top-selling children’s book to life, The Gruffalo & Friends costumes feature plush onesies with
MAGICBOX
01293 222500 | sales@magicbox-toys.co.uk magicboxint.com/uk
embroidered detailing. Create a themed party experience with the co-ordinating The Gruffalo tableware range featuring character graphics and iconic phrases from the story.
Ideal for both birthdays and baby showers, Smiffys’ Peter Rabbit tableware range features classic illustrations in a genderneutral colour palette.
As well as licensed favourites, classic themes remain popular such as Pirates and Princesses, and with a range of costumes and themed accessories to choose from, Smiffys has a selection to cater for all budgets. With Jungle and Safari themed children’s birthdays all over social media, the ‘party animal’ costume range is popular year round. No party is complete without those finishing touches – instantly add some sparkle with tinsel curtains and disco balls, and
Add a bounty of fun to kids’ party bags, with Magicbox’s Piratix collection. This real treasure in the Magicbox portfolio offers kids pirate-themed collectible figures.
Fresh for Autumn/Winter, there’s an all-new series riding in on the waves of an amazing launch season for the brand. Piratix Shark Treasures will sweep kids off to Shark Island in search of the legendary Shark Crystal Treasure, with 70-plus new collectible pirate figures to discover. These fun figures will be available to find as super-affordable Blind-Bagged One-Packs, each containing one collectible figure with crystal effect accessories. Chase characters in the range will be the golden captains. Plus, there’s a new crew from the deepest abyss: The Abyssal Crew, captained by the ultra-rare Big Jaws, with his crystal and glitter effect. A playground for the imagination, fans can recreate favourite cartoon episodes.
excitement and colour with confetti cannons.
A photobooth full of fun accessories is a must for older kids, with Smiffys’ range of fun feather boas, embellished hats and inflatable accessories.
Halloween parties are an opportunity not to be missed this year. With Halloween falling on a Friday, customers will be celebrating all weekend in costume. Smiffys has added to its costume, accessory and décor range for 2025 including fun light-up props, make-up kits and matching family costumes.
Unicorn Academy costumes from the Netflix animated series will launch later this year. These costumes in bright colours with metallic details are the perfect party dressup choice for older girls
020 8781 1104 | sales@santoro-london.com www.santorotrade.com
This year Santoro has marked 30 years of magic with its Swing Cards – masterpieces of paper engineering that have been dazzling fans since day one.
The new Fairytale Princess Swing Card is absolutely perfect for children who love a dusting of fairy magic. In a world of throwaway greetings, Swing Cards have remained the ultimate keepsake, treasured by recipients long after they’ve been opened.
Then there’s the Bangoberry Range. The Bangoberry Bunch includes characters such as Remy Raccoon, Tiggy Tiger, Pally Panda and Piggy Pig. They are now available on Bangoberry Character Keyrings – the perfect addition to party bags. The keyrings are available in four designs (as of now) and include a Bangobob Strap that kids can customise with various Bangobob charms and clip onto anything they’d like – bag charms appear to be back in style!
IN CINEMAS
JULY 11TH
BE COME THE HER O OF TOMORR OW
01491 826500
customerservices@rubiesuk.com uk.rubiesmasquerade.com
As the world eagerly awaits the 2025 blockbuster release of the highly anticipated Superman film, fans of the iconic superhero can now channel their inner Man of Steel with the new Superman product collection from Rubies. From deluxe and classic costumes to kids’ capes and pet accessories, this collection is set to fly off the shelves and into the hearts of fans around the globe.
The 2025 Superman film promises to be a monumental event. Written and directed by the visionary James Gunn, renowned for his work with Guardians of the Galaxy, the movie is poised to break the supersonic sound barrier in cinemas on July 11. It’s set to deconstruct and redefine the iconic Man of Steel, offering audiences a fresh and compelling take on the beloved character.
Capitalising on the immense anticipation for the film, Rubies has unveiled a captivating range of Superman products that allow fans to immerse themselves in the heroic world of Metropolis. The collection includes the Adult Deluxe Superman Costume, Kids Classic and Deluxe costumes and Superman Capes for all ages, all of which invite fans to embody their favourite superhero and take on the nefarious Lex Luthor alongside iconic allies such as the Green Lantern.
With an eye on the future and an unwavering commitment to honouring the Superman legacy, Rubies’ new product collection is perfectly poised to complement the 2025 blockbuster release. As millions of eager fans gear up to experience the reimagining of Superman’s story on the silver screen, the Superman product collection stands ready to propel enthusiasts into a world of limitless imagination and adventure.
Whether it’s kids looking for a cool dress-up item, or parents who are after some awesome party bag fillers, Just Play UK has families covered.
The dress-up item of the season can be found in Just Play UK’s Autumn Winter portfolio… the Disney Stitch Talking Mask. Simply put the mask on and watch Stitch come to life in the room! This amazing item has a kid-powered moving mouth that’s going to look great in social content. Stitch’s mouth moves in sync with the mouth of the person wearing it. The mask features 25 phrases and Stitch sound effects – including Stitch’s infamous phrases, including ‘Ohana means family’, ‘Achi-baba’, and ‘Aloha’, which really help to add to the fun.
Perfect for party bags are the fun new formats for Just Play’s collectible Stitch ranges. The Disney Stitch Swirl-a-Stitch Clip-On Figures will add a dash of interstellar flair to any fan’s favourite backpack, purse, keychain, or more. There are six bead and glittery filled figures to find, each inspired by the beloved mischievous alien. There’s also the super-cool Disney Stitch Squish-A-Stitch Blind Figure Capsules, bringing fans seven stylised, glittery renderings of Stitch to find, including a silver Chase figure. Affordable and highly collectible, these figures come mystery boxed, in a Stitch Head Blind Capsule, for added fun. Plus, the That’s So Stitch collection of figures continues to be a collectible best seller.
For a super-fun, timeless toy, there’s Original Slinky. This classic and affordable metal toy that walks downstairs, alone or in pairs, turns 80 this year, and retains its title of one of the hottest pocket money toys, with its addictively fun, repeat play pattern.
For quack-tacular kidult fun, there’s Duckalooz! Collect Disney Duckalooz – super-cute, stylised ducks based on characters from Disney and Pixar stories.
0161 633 9800 | sales@charactergroup.plc.uk character-online.com
Sticki Rolls, the wearable sharable sticker brand, remains the must-have craze. Fresh for AW25, the super-popular, super-displayable Sticki Rolls have become supersized. Introducing Jumbo Stickies… these larger-than-life, foilholographic Sticki Rolls Stickers can be peeled and placed wherever kids desire, without any mess. Each giant sticker measures 9x18ins.
Also perfect for goodie bags are the Moriah Elizabeth and Aphmau collectible ranges. New this season is a third series of Colour Splash Mini Mystery plush, featuring an assortment of eight 6in plush characters. From YouTube gaming property Aphmau, there’s a sweet circus treats theme in both the Mystery MeeMeow Plush and figure collections this season.
Autumn Fair returns to the NEC in September, bringing 12,000+ buyers and more than 800 stockists together to make connections that last. Licensing will be centre stage at the show
As retail prepares for the crucial golden quarter, Autumn Fair will spotlight the power and profitability of licensing. With licensed products continuing to outperform in key categories, this year’s show reflects the growing demand for British-made, purpose-driven, and nostalgia-infused licences.
The UK gifting sector remains resilient, worth over £50 billion annually, with licensed products accounting for a significant share in toys, stationery, greetings and collectibles.
Soraya Gadelrab, Autumn Fair event director, said: “Licensed products remain a resilient revenue driver in a challenging market. Retailers are looking for compelling brand stories, lower MOQs, and cross-category flexibility – and that’s exactly what many of our exhibitors will be showcasing.”
Key Licensing Trends at Autumn Fair Nostalgia & Pop Culture – Retro powerhouses such as Harry Potter, Star Wars, Barbie, and Friends continue to resonate with Millennial and Gen Z consumers. TV tie-ins including Friends, The Office, and Stranger Things still perform well in impulse gifting and seasonal ranges.
Lifestyle & Influencer Brands –Collaborations with UK personalities such as Mrs Hinch, and Paul Moneypenny are driving sales across home and gifting.
Character Licensing – Evergreen appeal from brands such as Disney, Peppa Pig, and Marvel keeps children’s categories vibrant and seasonal peaks strong.
Heritage Collaborations – Brands such as Emma Bridgewater, Cath
Kidston, and the V&A Museum are elevating homeware.
Gaming & Anime – Properties such as Pokémon, Minecraft, and Demon Slayer are dominating novelty gift trends.
Licensed brand highlights: Thames & Kosmos – will be bringing the wizarding world of Harry Potter to Autumn Fair with the launch of two new fun Harry Potter craft products to the UK market – the Harry Potter Magic Wand Craft Kit and Harry Potter: Magic Letters and Seals Craft Kit University Games – Showcasing more than 700 games, puzzles, and licensed products including Paddington, Subbuteo, and The Rocky Horror Show. New additions to the 3D Model range, arriving this summer, will also be on display and will include Darth Vader, Spiderman and Deadpool.
“Licensed products remain a resilient revenue driver in a challenging market
”Toasted Crumpet –launches two new licensed collections, the National Trust Woodland Treasures Card and Gift Collection, and The World of Peter Rabbit Christmas card Collection Baby Republic – returning with toptier licensed lines including The Elf on the Shelf, Mighty Wheels, and Imagination Starters – with new launches anticipated.
Heroes Inc – now offering ranges from Marvel, Stranger Things, The
Witcher, and more.
GetRetro – cultfavourite stockist of sci-fi and fantasy merchandise including Doctor Who, Thunderbirds, and Bagpuss.
Robert Frederick –launching a charming new Christmas collection inspired by Julia Donaldson’s The Gruffalo’s Child. Including an enamel mug, a festive stocking, hands-on crafts and letter-writing fun.
Orange Tree Toys – offering bespoke collections featuring Peter Rabbit, Paddington and The Snowman.
Soctopus – launching exclusive collaborations with Peanuts and Aardman, plus fan-favourites from Star Wars and Harry Potter.
Widdop & Co – more than 3,000 new products and major licences including Peppa Pig, Marvel, Disney, and Hasbro. Winning Moves – Offering collectible editions of classic Hasbro titles such as Monopoly and Cluedo.
AAA Merchandise – supplying highdemand products for Lord of the Rings, Batman, Warhammer, and more.
With retail gearing up for Christmas, Back to School, and more, Autumn Fair 2025 is the perfect destination for licensed buying inspiration.
What: Autumn Fair
Where: NEC Birmingham
When: September 7-10
Web: www.autumnfair.com
Going green isn’t just good for the planet, it’s good for business too, says Andrew Goodacre, CEO of Bira (British Independent Retailers Association)
The phrase ‘sustainability’ often conjures up images of hemp shopping bags, recycled packaging, and perhaps a slight premium on prices. But what if I told you that going green could actually save your business money?
This isn’t wishful thinking; it’s the reality uncovered in episode seven of Bira’s High Street Matters podcast. What struck me most while listening to ‘Greening the High Street - Smart Solutions for Sustainable Retail’ wasn’t the environmental benefits (though they’re substantial), but the compelling business case for sustainability.
Consider this: an outdated refrigeration unit can consume 30% more energy than its modern counterpart. That’s not just carbon emissions – that’s cold, hard cash evaporating from your business every month.
Victoria Robertshaw, founder of Green Street [an organisation that helps to develop greener British high streets and generate greater prosperity in the retail and hospitality sector], mentions a business in Newcastle that saved hundreds of pounds annually just by replacing an old fridge with an energyefficient model. These aren’t insignificant sums for independent retailers operating on tight margins.
Victoria calls this phenomenon ‘sustainability paralysis’ – businesses wanting to do the right thing but stuck in place, overwhelmed by conflicting advice. The result? They do nothing at all. It’s a pattern I’ve witnessed firsthand in shops across Britain.
What makes this podcast particularly valuable is its practical, no-nonsense approach. It’s not preaching environmental virtue; it’s outlining a business strategy that happens to benefit the planet.
Take the zero-waste shop Our Precious Earth in Minehead, owned by Keith Hunt. His business isn’t thriving despite being sustainable – it’s thriving because of it. His last quarter’s takings exceeded his entire
previous year’s revenue. Why? Because he’s tapped into a growing consumer demand while simultaneously running a tighter, more efficient operation.
The timing couldn’t be more critical. With recent budget changes and everrising energy costs, retailers need every advantage they can get. LED lighting, proper insulation, and smarter heating strategies aren’t just green initiatives – they’re competitive advantages in a challenging market.
Then there’s the latest legislation. From March, businesses with 10 or more employees will legally need to separate recycling and food waste. Getting ahead of these requirements isn’t simply good citizenship. It’s smart planning that
What we’re witnessing isn’t just a trend; it’s a fundamental shift in how successful retail operates “ ”
prevents costly last-minute scrambles.
But perhaps the most compelling insight from the podcast is about customer expectations. Victoria points out that while customers may not notice (or care) if you have solar panels on your roof, they absolutely notice single-use plastics. It’s one of the top consumer concerns in retail experiences today.
What we’re witnessing isn’t just a trend; it’s a fundamental shift in how successful retail operates. The businesses that
thrive will be those that recognise sustainability not as a cost centre but as a profit driver.
For too long, we’ve framed environmental responsibility and business success as opposing forces. What this podcast demonstrates –through real examples from real British high streets – is that they’re increasingly aligned.
So before you dismiss sustainability as too expensive or too complicated for your shop, consider this: can you afford not to embrace it? With energy prices soaring and consumer preferences evolving, sustainable practices aren’t just good ethics – they’re good economics.
The question for independent retailers isn’t whether to embrace sustainability but how quickly they can implement these common-sense measures before their competitors do.
Listen to the episode on all major podcast platforms, and discover how making your business greener could also make it more profitable. Find more details, and view other episodes, at https://bira.co.uk/resources/highstreet-matters-podcast-greening-thehigh-street
Bira members are being offered the chance to be featured on the association’s website in its Spotlight On… series (with those all-important backlinks to their own online platforms).
Spotlight On… articles are an opportunity for retailers to gain visibility, enhance their brand’s reputation, and connect with other members.
To take part, members just need to fill out the online form, providing as many details as possible along with pictures, and send it in! Find more details at www.bira.co.uk/Spotlight-callout.
Bira has been supporting independent retail businesses for over 125 years. It represents thousands of members across the UK, from single retail outlets to small chains, to large department stores. It fights for a level playing field – drawing on the strength of its membership mass – to influence the media, change Government legislation and provide support on areas of strain such as business rates, parking and staffing.
‘Drill Baby Drill’. At a moment when a global group of climate scientists are predicting that temperatures will rise by more than 2.5°C by the end of this century, with disastrous consequences for billions, the Trumpland mantra urging the US to ignore everything and continue along the same carbon-laden route seems, well, ill-considered.
The obvious riposte to this is that we need to do less of certain things (principally involving fossil fuels) if we want to ‘save the planet’. Sounds a little like common sense, but as a retailer what can you do, and is it likely to increase the cost of running your shop(s)?
The answer is there’s a lot that can be done, but there is a price. Whether you put solar panels on the roof, LED lighting systems across the store (which should be a standard for many, by now, anyway), or have cooling/heating systems that are less fuel-heavy than in the past, there are multiple options for the interior of a store (some retailers are even turning down the lights, to decrease electricity consumption, depending on the level of natural daylight penetrating the store at a particular moment).
All good, and some are less costly than others, but there is also the matter of the building itself. Opening stores that are better insulated means lower running costs, in the long run. But there’s the rub; how ‘long’ is the long run?
Currently, it is entirely possible to have ‘net zero’ stores – places in which the output of climate-warming carbon is offset by the energy savings that have been effected by taking certain actions – but it can be expensive. The argument put forward by the eco-lobby is the same as that deployed by the car salesman: TCO (aka Total Cost of Ownership). The cost of installing solar panels or running more energy-efficient cars will eventually be offset by the price of not paying for a certain amount of fuel, but the payback time may be long, and showing a profit might even take a matter of decades.
Saving the planet’ is such a cliché that it washes over the heads of many, but profound changes (and almost none of them good) lie ahead if you do nothing “ ”
Now look at the alternative mindset. On a recent visit to a branch of Walmart in Austin, Texas, your correspondent was struck by a simple thing: the open-air car park. It was hot (around 100°F in the local lingo – about 38°C) and row upon row of the available space was taken by very large sports ‘utes’. Almost all of them were parked, locked and empty and… their engines were on. The idea was that they would chug away while the owners shopped, guaranteeing an air-conditioned automobile experience when a return was made to the vehicles. Everything outside was hot, and although there were many signs in the store in question about how energy was being saved by adopting new practices and building techniques, this was all being laid waste to by what was going on in the car park.
The other point is that this was a relatively new store, and again the car analogy comes into play. Although older cars may be more polluting, the amount of energy involved in creating a new Toyota Prius, for example, will certainly outweigh the savings made by operating it, when set against the older vehicle. The argument then would be that it is better to occupy older buildings (and keep cars for longer) and retrofit them to make them more energy-efficient, than it would be to start trading from a new unit in a shiny, just-built shopping centre. The other point is that in doing so, you might well be helping to ‘save the high street’ as much as the planet, as a wander down the main street of any town/city outside London will reveal. ‘Repurposing’ is one of those buzzwords that does have some force behind it, and if you can find suitable premises in which you are not the first tenant, then it’s a win-win.
Removing the eco-warrior helmet for a moment, however, it’s worth observing that most theses that run counter to being eco-friendly involve nothing more than money. So how long are you prepared to wait before you effect savings on your energy use? Retail is notorious for being short term, with a bad week’s trade frequently sufficient to make merchants change course pretty radically.
There’s also the matter of the other costs of operation, whether it be rent, staff or business rates (and all this before you acquire stock to be sold). Cutting back on any of these will inevitably mean slashing the bottom line (or so the argument goes). Yet perhaps the answer is that retailers can do certain things; better insulation, not keeping doors open with cooler air gushing out into the sky, or ensuring that anything that is retrofitted has had a previous life, to save money without dipping too deep into the till.
Do this and you’ve made a start – and possibly urging one of the energy companies to put in an EV charging point in your car park, if you have such, would also help. The underlying problem is that all of this requires thought and isn’t there already enough to worry about?
Yes, there is, but consider this. When it becomes too hot to venture out and instead shoppers start buying everything, or nearly all, online, might this not be a little problematical as far as being a toy shop owner, or any other sort of retail, is concerned? ‘Saving the planet’ is such a cliché that it washes over the heads of many, but profound changes (and almost none of them good) lie ahead if you do nothing, and while the habits of Texan shoppers may be hard to fathom, if you make a difference it will be very much less costly ‘in the long run’. Have a think. Do your bit.
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.
Doingyourbit tosavethe planetmay notjustgive youawarm glowfor doingagood thing,but could,inthe longrun,help tosavethe highstreet andyour footfall,says JohnRyan
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: Vincent van Gogh Sunflowers
Company: Lego Art
Tel: 0800 066 8536
Email: community@lego.com Web: www.lego.com
Product: Wriggly Caterpillar and Runaway Company:Rabbit Go On Make Me
Tel: 0203 372 4367
Email: oliver@goonmakeme.com Web: www.goonmakeme.com
Product: Gabby’s Dollhouse: Ready to Party Company: Outright Games Email: support@outrightgames. com Web: www.outrightgames.com
Product: Crystal Art Buddies Superman XL
Company: Craft Buddy
Tel: 0203 417 6565
Email: trade@craftbuddyltd.co.uk
Web: www.craftbuddyltd.co.uk
Product: Building with Dinosaurs Company: BBC Earth & Minecraft Education
Email: justin.edwards@microsoft.com Web: www.education.minecraft.net
There is no greater judge than a kid or parent and with every Toy Tester article we publish, it gives the buyers a real insight into your product and just how good it is. It’s highly visual and really impacts around your branded campaigns.
So, if you would like to look at booking a Toy Testers, or for more information on how we can maximise your products in this way, do get in touch.
“My youngest girl, Sadie, has enjoyed cuddling with him while watching TV, which is always a sign of a good toy” – Just Play
“I can see he really likes this one. He’s finding it a whole lot of fun. And he’s fully engaged in this” – EDX Education
“It’s one of the most fun games I’ve played in a long time” –Cheatwell Games
“I would definitely recommend the toys to friends, they’re a great mix of that traditional vibe with all the modern stuff mums look out for” – Jura Toys
“The cards with the images that project are really cool” –Maped Helix
“If I was allowed to play with this all the time, I would” –Epoch Making Toys
“The cover artwork on the box and because of the film’s popularity, that makes it immediately intriguing” – Asmodee
“We were playing around with shining light through the gems and creating different openings. The world is your oyster when it comes to the different possibilities of building different houses” – Commotion (tickit)
EditorialAnthony Clarke ant@tnpmedia.co.uk 01442 289 939 / 07534 015 675
AdvertisingClaire Naish claire@tnpmedia.co.uk 01442 289 937 / 07730 362 338
