Chairman Malcolm Naish
malcolm@lemapublishing.co.uk
Managing Director Mark Naish mark@lemapublishing.co.uk 01442 289953
Sales Director Claire Naish claire@tnpmedia.co.uk 01442 289937
Editor
Rhys Thomas rhys@lemapublishing.co.uk 07902 396525
Retail Editor
Clare Turner clare@lemapublishing.co.uk 01442 289941
Production Director
Paul Naish paul@lemapublishing.co.uk 01442 289933
5 Editor’s Letter with Rhys Thomas
6 What’s New
The latest product you need to get your hands on
8 News
The latest from the industry
66 Don’t Miss Must-stock items for retail
14 Cover Story
With the Science Museum Group’s Amy Harbour
Lema Publishing Ltd Unit 1
18 Bigjigs Rail
Liz Ireland, Founder and Managing Director of Bigjigs Toys, on the new space-themed launch
38 Spotlight: The BTHA’s Toy Safety Campaign
We report back from the BTHA’s Parlimentary event
60 Nuremberg Toy Fair UK Pavillion
Organier Stuart Whitehill shares his insight into the Spielwarenmesse showcase
64 Play Creators Conference 2026
The hottest talking points from the inventor community
65 Games Expo UK
Our retail experts dig into the record-breaking consumer show
20 Games and Puzzles
The latest for this ever-expanding core category
40 Kidult Toys
The hottest sector of the market
16 Bakers & Larners of Holt
Jenny Bartlett, Group Head of Operations, on the store’s new toy department
44 Wargames Workshop
Director Carl Sharman talks success in the kidult hobby gaming space
61 Toys4you
The Toymaster member opens a second store
58 The Kidults
Broomstick Industrial Estate
High Street
Edlesborough, Buckinghamshire LU6 2JA
Peter Jenkison explores the power of kidult fandoms – and how best to engage them
The British Toy and Hobby Association took its fight for toy safety to Parliament last month. The session was sponsored by Clive Jones MP, who many will remember as a former BTHA Chairman. He and Roland Earl, Director General of the BTHA, put forth the case for greater regulation on toy sales by third parties on online marketplaces, backed up by mother and toy safety campaigner Samantha McCarthy.
It was a well-attended event and a fantastic opportunity to place this vital issue front of mind for lawmakers. The hope is that these loopholes will be closed. Not just for toys, but for the many industries spending more time and money dealing with the fallout from unscrupulous, faceless online vendors. Thanks to the BTHA for inviting us to attend. You can read our full report, including how the government plans to tackle the topic, on page 38. Elsewhere, I made a valiant effort to hide out from the late-June heatwave at the Toy Creators Conference in London. Alas, the sweltering sun found me. Still, the event was a great opportunity to speak to the inventors, creatives, agencies and inventor relations teams who drive innovation in the toy aisle.
thanks to the whole Mojo Nation team, Billy, Deej and Adam, for having me down, and a special thanks to Start Licensing’s Ian Downes, who displayed textbookdefinition sangfroid braving the midday sun to secure ice lollies.
The British Toy and Hobby Association took its fight for toy safety to Parliament... It was a wellattended event and a fantastic opportunity to place this vital issue front of mind for lawmakers “ ”
This month the Science Museum Group returns to our cover with some exciting new lines. Amy Harbour, the group’s Head of Licensing and Commercial Partnerships, shares a personal account of what make working for the Science Museum special, how that is translated into the licensed products special, and the importance of giving families the opportunity to bring a little part of the museum experience into their homes.
“It’s a real honour to work at the Science Museum, and that sense of pride underpins everything I do, especially when it comes to Science Museum products developed through our brand licensing programme,” she says. “Our aim is simple: to bring the magic of the Science Museum into people’s homes. Every toy, kit and activity we develop is designed to capture that unique combination of fun and learning that defines the museum experience.”
Read the full cover story on page 14.
It was my first time attending the event, and there were plenty of pearls of wisdom to be found. Why did Lego dedicate 10 years to developing tech for its sets through the Smart Play System? How can new inventor and designers secure shelf space – or should they go it alone? How are new categories, such as the current trends for blind boxes and sensory toys created – and what fundamentally makes them so appealing to such a broad audience? Understanding these are vital to forecasting what will drive sales in the near future. You can read our report on that on page 64. My
This month we also shine a spotlight on games and puzzles and the kidult sector, two complementary and titanic forces in the trade. We caught up with some of the segments’ biggest suppliers, heard from retailers why they’re so important to their business, and The Kidults’ Peter Jenkinson explored how brands should (and, perhaps more importantly shouldn’t) engage with and serve fandoms.
Plus, our pals from Beacon Games report back from their trip to UK Games Expo, a record breaking event that saw more than 51,000 gamers and 800 exhibitors fill out NEC, Birmingham. What did they find to stock, could they rustle up the £100,000 for a one-of-one One Piece trading card, and what new game caught their eye? All is revealed on page 65.
amaarek@bukifrance.com | www.bukifrance.com
uksales@justplayproducts.com
Just Play’s recent addition to its preschool lineup will be music to the ears of many a fan of the latest Netflix hit.
YouTube – and now Netflix – sensation Danny Go! is a live-action show with 2.7m subscribers, packed with catchy songs and silly antics that encourage young children to “get up and go!”.
Just Play’s musical toy range offers plenty of ways to keep kids moving, too. The Music Mix-Up Boombox comes with five figures to place atop the boombox – each adding a new instrumental layer to the song. Kids can pick from three modes of play: Music, Game and Bedtime Mode.
The range also includes Colour Beat Drumsticks, changing colours, music and sound effects.
Potions Lab is a new chemistry lab designed specifically for those who are little witches and wizards at heart. It won a 2026 Hero Toy Award in the STEM/Educational category during Buki’s first participation in London Toy Fair earlier this year.
In the box, which cleverly becomes a little display shelf for the little chemists’ creations, all the necessary tools and materials to create and customise 15 different potions can be found. Pearly pigments, confetti, ribbons, charms, stylish labels and sparkles will help make each creation unique – blending chemistry kits with arts and crafts.
Potions Lab comes with about 50 accessories, and includes the reagents necessary to create five different magic reactions. A fully illustrated instructions booklet, styled like a magic grimoire, gives a step-by-step guide.
07702717912 | mrobotka@fellowes.com fellowes.com
Kids can transform playtime into a creative royal adventure with the XL Castle Playhouse. This colour-in castle features a strong and robust design, using FSC certified cardboard that is safe for kids, with scalloped edges and printed with water-based inks. It’s also convenient for parents and can even be set up without the use of glue or tools.
Kids can colour, decorate, and personalise their magical fortress for endless adventures. The full range includes an XL Treats and Eats Playhouse, XL Play Bus, XL Market Stall, XL Pirate Boat, and many more.
Posh Paws
01268 567317
poshpawsinternational.co.uk
Posh Paws is launching an exciting range of Minions plush toys, collectable blind boxes and plush bag clips as Illumination’s new Minions & Monsters movie hits cinemas this month.
Posh Paws has brought the thrill and excitement of opening a surprise purchase to its Minions range with new blind boxes. Inside each Minions & Monsters blind box is a cute, squishy 5-inch plush Minion bag clip that kids and adults will love the mystery of discovering and collecting. There are five squishy Minions plush bag clips to find and collect, with the new movie characters James, Henry, Dick, Ed and a special-edition gold sparkle chase piece. The blind boxes are displayed in a branded CDU and are the perfect pocket money pick-ups at till points and on shelf with their fellow Minions plushies.
sabrina@differenttoys.co.uk differenttoys.co.uk
This lovingly designed Veterinarian Bag with Rabbit playset from small foot contains everything young animal lovers need to be a caring vet and will help them develop important social and emotional skills.
Children diving into this handy vet carry bag will discover all the realistic equipment and accessories to treat their plush rabbit patient, including stethoscope, thermometer, syringe, vaccination and appointment cards, medical history form and even a wooden carrot treat. One of the creative play highlights is the four X-ray images featuring dog, cat, rabbit and horse that aspiring vets can view on their tablet. This gorgeous set is the latest addition to the popular small foot roleplay range being distributed in the UK by Different Toys.
01869 363800 | sales@ravensburger.com | ravensburger.com
Ravensburger’s festive puzzle lineup for 2026 includes a very special addition: the 30th limited-edition Christmas puzzle in the company’s best-selling series.
The 1,000-piece jigsaw titled Santa Takes a Break features artwork by Roy Trower, who has illustrated this much-loved range of puzzles for more than two decades.
For the first time, the artist presents puzzlers with a dual perspective, inviting them to experience the joy of the season both inside the cosy home and the snow-covered landscape through the window.
In the artwork, Father Christmas is seen taking the weight off his feet indoors, while two small children take a sneak peek. The eye is then drawn to a moonlit harbourside view outside, with snowy rooftops aplenty. The illustration is complemented by a seasonal dark blue box design offering eye-catching shelf presence.
Craft Buddy has signed a major new licensing agreement with Sega for Sonic the Hedgehog, marking Craft Buddy’s first expansion into the video gaming category and strengthening its position in the kidult market.
Spanning EMEA, North America, and LATAM, the agreement will see Craft Buddy translate the fast-paced world of Sonic the Hedgehog into collectible craft formats. Initial hero lines will form part of Craft Buddy’s AW26 retail launches across key markets.
Gary Wadhwani, Co-Founder, Craft Buddy, said:
“Signing with Sega for Sonic the Hedgehog is a landmark moment for Craft Buddy, and an incredibly exciting step into the gaming category in 2026. Sonic is a truly global icon with multi-generational appeal and enjoys ongoing momentum across entertainment and retail. We’re looking forward to bringing Sonic to life through Crystal Art in a way that feels fresh,
collectible, and aligns with today’s craft and gifting audiences.”
Gemma Daniels, Senior Licensing Manager at Sega for UK and EMEA Hardlines and Publishing, added:
“We’re thrilled to partner with Craft Buddy to bring Sonic’s energy and vibrant world to life in a completely new format.”
Women in Toys, Licensing & Entertainment (WiT) has appointed former Moose Toys and Funko exec Deirdre Cross as Chairwoman of the Board.
Deirdre has nearly two decades of experience in the toy and game industry, and currently serves as CoFounder and CEO of The Office of Tiffany Birdsong , a creative studio.
“I am honoured to step into the role of Chairwoman,” she said. “The landscape
Seven cyclists battled inclement weather, punctures and being saddle sore to complete The Toy Trust’s London to Paris 24-Hour Cycle Challenge last month, raising more than £28,000 for charity.
Clive Richardson (VTech), Andrew Donald (Golden Bear Products), Bianka Molnar (Bandai), Alex Hilton (Beyondly), Iain Morgan (Bladez Toyz), George Leeson (Bladez Toyz), and Tim Dean (Professor Puzzle) tackled the challenge together in aid of the Toy Trust’s main beneficiary partner charity for 2026, children’s mobility charity The Movement Centre.
“This event has inspired us all so much, and we are incredibly proud of all seven of our brave cyclists,” said Christine Nicholls, Toy Trust Chair.
“All of the funds raised will go on to enhance and improve many children’s lives.”
of business is changing rapidly, and alongside this phenomenal board, I’m excited to accelerate the next chapter of community, mentorship, and shared opportunity for women across all facets of the industry.”
Industry leaders Rachele Harmuth , Marie Marks and Carrie Mueller have also been elected to the WiT board, and Lisa Gilbert and Stephanie Bailey will be returning for additional board terms.
The funds raised by the Toy Trust will be used to pay for specialised 12-month physiotherapy programmes and provide kids with custom standing frames.
Claire Snape, Head of Fundraising at The Movement Centre, said:
“Every mile the team conquered is going to directly help a child or young person with movement difficulties find their own spark, learn to stand or take their very first independent steps.
Thank you to the riders, the companies involved, everyone who donated, and The Toy Trust for standing with us.’’
Julia and Jeremy Minchin are stepping back from Hippychick, the business they founded in 1999, marking the start of a carefully managed transition designed to secure the long-term future of the brands they helped build.
As part of the transition, the business will streamline its operations and work closely with
brand partners to transfer key ranges to new distributors, ensuring continued growth and a strong presence within the market.
Julia said: “We are incredibly proud of the brands we have built and the relationships we have developed. This transition is about making sure those brands continue to thrive with the right partners in place for the future.”
Continuity of supply remains a key priority, with new distribution arrangements expected to be fully operational well ahead of the autumn season. The Hippychick own-brand range will continue to be supplied directly.
Philipp Roser has been appointed Country Manager GSA (Germany, Austria, and Switzerland) for Just Play, a strategic hire the company says will support its ongoing expansion across Europe.
Sara Taylor , SVP EMEA at Just Play, said the strategic hire reflects the company’s commitment to the region, as well as the next phase of development in the Germanspeaking markets.
“The GSA region offers significant potential and is an important part of our European growth strategy,” she said. “Philipp is a highly experienced industry leader, and we are delighted to welcome him to the team as we continue to build on our success in the region.”
Philipp brings extensive experience in the toy industry and has held a variety of national and international leadership positions throughout his career, including roles at Lego
“I am excited to join the team, build on this success, unlock new opportunities, and help shape the next phase of development for Just Play across the region,” he said.
Hasbro has launched Sixth Wall, a new licensing unit dedicated to bringing its IP and characters such as Optimus Prime and Mr. Potato Head to AI experiences.
It aims to give creators, rights holders and partners a trusted framework for bringing characters into AI while preserving authenticity, safety and commercial rights.
The company announced a strategic partnership with ElevenLabs and introduced Behavioral Licensing, which it calls a new category of IP licensing focused on how characters think, speak and interact.`
Behavioral Licensing is powered by CharacterOS, Sixth Wall’s proprietary system, which Hasbro CEO Chris Cocks says “is compelling because it unlocks
a bigger creative canvas while addressing a real challenge in AI: the unauthorised use of content”.
Select Hasbro characters have been added to the company’s rapidly growing Iconic Marketplace, including Optimus Prime, Megatron, Cobra Commander, Mr. Potato Head, and the cast of Clue will be available to request at launch, with more following later.
The Puppet Company is celebrating its 25th anniversary by taking centre stage at Hamleys Regent Street this summer with its first-ever dedicated window display.
Titled 25 Years of Fun!, the display features the company’s puppets in a magical, summery funfair scene. There’s even a nod to the World Cup in the shape of three puppet lions playing football. Running from 11 June to 21 July, the installation transforms one of the world-famous Hamleys windows into a magical puppet-filled summer scene for visitors to discover in the heart of London.
Sue Lockey, Owner and Co-Founder, The Puppet Company, said: “Like many other families, we have fond memories of the whole family visiting Hamleys over the years. Being a regular supplier to the famous shop and helping with its puppet shows has been a wonderful experience – but being in the window is a dream come true. It’s something that my husband and our late co-founder Peter Lockey would have absolutely loved: bringing the magic of our puppets to life!”
Malcolm ‘Tiger’ Naish, Toys n Playthings’ Chairman, reports on the success of this year’s Fence Club annual Golf Day, with fores and fundraising aplenty
The annual Fence Club’s ‘Teddy Simmons’ golf day is always eagerly awaited by the industry’s golfing fraternity, and so it was on Thursday 11 June that 60-plus of us gathered at Oakdale golf course to enjoy the delights of its challenging course.
I was delighted to see the Toys n Playthings lot at the evening’s auction drew the biggest amount of bids, which went to Character Options “ ”
Sadly, the weather decided to turn against us, and we were greeted by continuous rain throughout the day. Ever hardy, we trudged round with umbrellas unfurled with driving rain spurring us on. My umbrella managed to blow inside out on the 5th hole and was promptly consigned to the rubbish bin. Luckily Mr Roger Dyson – that Welsh golfing wizard – had a spare umbrella that saved me from a complete soaking.
Despite the weather, some excellent scores were posted that saw David Bramford of Character Options come in with 40 points to win the individual Stableford cup and also the longest drive. Following closely and winning the Ladies’ trophy was Dawn Lavalette of Wow! Stuff on 39 points. Dawn’s four-ball, which included Jumbo Group’s Jacqueline Taylor-Foo, and Wow! Stuff’s Graham Gardiner and Andy Tarrant, also won the team prize.
The Fence Club dinner presentation is stuff of legends and this year was no exception! With fine master Jon Gregory of Intertoy in fine form (pardon the pun), through the raffle and the auction – most professionally run by Steve Wells – just over £25,000 was raised on the night.
I was delighted to see that the Toys n Playthings lot at the evening’s auction drew the biggest amount of bids, finally going to Character Options.
Along with ourselves and all the other wonderful members that had offered a variety of mouth-watering events/items for the auction, the 2026 Fence Club golf day was once again a huge success.
A big thank you to Simon Anslow, (Organisers of the Harrogate Christmas & Gift Fair and the Harrogate Nursery Show), for all his hard work in putting the event together, and to Graham Gardiner for checking the score cards.
Tiger Naish
Charitable donations raised by The Entertainer through its partnership with micro-donation charity Pennies have reached £4 million since it launched 15 years ago.
The retailer revealed that it has now reached the £1m funding milestone for each of the four leading children’s hospitals it supports in the UK: Alder Hey Children’s Hospital in Liverpool, Birmingham Children’s Hospital, Bristol Children’s Hospital, and Great Ormond Street Hospital Charity.
Andrew Murphy OBE, Group CEO, The Entertainer, said:
The Entertainer also opened a new 2,500 sq. ft store at Frasers Plus Designer Outlet Leeds in June. It’s the latest in a raft of new store openings, including the retailer’s Hatfield outlet store, its first under the Toys for Less sub-brand.
“We’re incredibly proud to have reached this significant milestone, which is a testament to the generosity of our customers and the value of our partnership with Pennies.”
The beneficiaries said the donations will have a lasting impact. Helen Haskell, Head of Fundraising, The Grand Appeal, Bristol Children’s Hospital Charity, said it is “hard to emphasise” the difference it has made.
“It’s helped fund cutting-edge equipment and research, vital distractions like music, art and play, and home-from-home accommodation for parents,” she said.
Hamleys has opened its latest location at Heathrow Terminal 2. The new 1,000 sq. ft Terminal 2 store celebrates Heathrow’s 80th birthday, and will offer Hamleys’ iconic bear range, novelty gadgets, pocket money toys, travel-friendly games and puzzles, tech toys, dolls, action figures, and construction sets from Lego and Playmobile.
Keane Herman, Hamleys’ Head of UK Retail, said:
“We know just how exciting a journey through the airport can be for a child and nowhere more so than the amazing Heathrow, which has become one of the world’s most connected and recognisable airports over the last 80 years.
“We wanted to celebrate the airport’s incredible achievements and in particular, the global lead they have taken in transforming the retail and hospitality experience in airports everywhere.”
The Toy Association’s Jennifer Lynch explores how Gen Alpha is embracing trends and toys that were first popular before they were born
The next big thing in toys may look surprisingly familiar. From hacky sacks in school yards to early-2000s digital cameras resurfacing on social feeds, Gen Alpha is embracing products and play patterns that first found fame before they were born.
This mix of nostalgia and discovery is helping to drive fresh momentum behind retro-inspired toys, not just among adults looking to revisit childhood favourites, but among children encountering vintage looks, analogue experiences, and familiar formats for the first time. This shift is reflected in The Toy Association’s ‘Throwback Toys’ trend, named among its top toy trends for 2026.
While some young consumers are discovering these classic playthings through their parents, many are finding them through social media, where they sit comfortably alongside contemporary content. Search behaviour also points to the scale of the resurgence. According to Pinterest Predicts 2026, searches for retro toys have increased 225%, while searches tied specifically to 1970s-era toys are up 125%, and searches for 2000s-era toys have risen 140%.
Another signal of this shift is the unexpected return of the hacky sack, or ‘footbag’, among kids in secondary school through university. What began in school sports circles has spread through social media and student culture, with young people forming clubs, sharing trick videos, and embracing a spontaneous, social alternative to screen-based entertainment.
“Toy companies are responding by updating heritage brands and retro-inspired products through refreshed aesthetics, updated mechanics, creator and brand partnerships, and social-first storytelling that helps older play patterns feel relevant again,” said Kristin Morency Goldman, senior director of strategic communications at The Toy Association. “While some products are being re-released largely unchanged, manufacturers are also finding ways to connect nostalgia with Gen Alpha’s current interests.”
Several 2026 launches show how companies are reworking familiar formats for a new generation:
Buffalo Games’ Connect 4 Oversized Edition supersizes the classic four-in-a-row game for easy, larger-than-life fun at game nights, garden parties, and events.
Wilder Toys’ Console Heroes’ Sonic 2 Diorama reimagines Sonic the Hedgehog 2’s Emerald Hill Zone as a collectible retro Sega Genesis cartridge display, complete with mini Sonic and Tails figures and buildable play-and-display details.
Combining retro summer nostalgia with the enduring appeal of squishy toys, Sunny Days Entertainment’s Squishy Popsicle reimagines the classic ice cream truck treat as an oversized, slow-rise fidget that delivers a satisfying squeeze.
Celebrating 100 years of Winnie the Pooh, the Disney Store’s Urupocha-chan Bee Pooh collectible plush taps into the nostalgia for the brand as well as the growing craze for pocket-sized, wearable collectibles.
Duncan’s First Yo! introduces a new generation to the timeless fun of yo-yoing with a beginner-friendly design.
For more on 2026 trends, visit toyassociation.org/trends.
Cobi Toys has appointed experienced and well-respected Melanie Hodgkins as its new regional representative for London and the South East of England.
Her appointment means the company now has full coverage across the UK and Ireland.
“I am delighted to have Mel onboard,” said Lee Crocker, Country Manager, Cobi.
“She comes highly recommended, and in time for our launches of new licences and products for 2027. We are very excited about what can be achieved.
“This now means that we have full coverage in the UK and Ireland. So all our customers, whether independent toy or hobby retailer, department store or garden centre, will have an experienced operator managing them.”
Melanie joins Cobi as it readies the July launch of its hotly anticipated Volkswagen Golf model kit, which brings the iconic hot hatch to life.
Retailers can get in touch with their local rep to learn more about these new launches, as well as Cobi’s full range of detailed, scaled brick models.
The company behind Tatty Teddy has been acquired by Home Bargains owner Tom Morris.
Carte Blanche Group has confirmed a change of ownership, following the long-term intention of majority shareholders Steve Haines and Duncan Spence to exit the business. The company said the transition marks a planned and positive step in its evolution.
Incoming shareholder Tom Morris has acquired the majority interests in the company as an investment only and will have no operational role or involvement in the day-to-day running of the business. It is a private investment, separate from his retail business.
The company’s leadership team, comprising CEO Alister Marchant and financial director Rob Edgerton, will retain their shareholdings and remain in post.
“We have engaged with customers and suppliers from across all channels in the business and are pleased to confirm their strong support for the change in ownership and our continued direction,” Alister said.
Visitor registration is now open for Brand Licensing Europe (BLE), which this year takes place 6-8 October 2026 at Excel London.
“Brand Licensing Europe 2026 is set to be the biggest edition yet, building on last year’s record-breaking momentum and reinforcing its position as the ultimate meeting hub for the European licensing community to grab the opportunities offered by this $389.8 billion* global powerhouse of an industry with both hands,” said Ella Haynes, BLE Event Director.
This year, there are four pass types for visitors to choose from: The Standard Pass, The Explorer Pass, The Networking Pass, and The Service Provider+ Pass.
Each is tailored to individual visitor objectives and aims to give attendees more control to
Disney Store has announced the opening of two new retail destinations inside Selfridges Birmingham and Selfridges Manchester Trafford stores, marking the latest expansion of Disney Store’s growing physical retail footprint in the UK.
Planned to open in mid-July, the new concession spaces will give fans and families across the Midlands and North West greater access to Disney Store products and experiences closer to home, building on the success of the existing Disney Store presence within Selfridges London and the flagship Disney Store on Oxford Street.
Patrick Segar, Global General Manager of The Disney Store and VP, Retail Marketing, Disney Store, said: “These new locations allow us to bring Disney Store closer to even more fans and families across the country, creating new opportunities for guests to connect with some of the stories, characters and products they love.”
Both locations will feature a carefully curated selection of apparel, accessories, stationery, limited plush, collectibles and roleplay-inspired collections.
make the most of their show experience.
New brands at BLE 2026 include Spanish toy brand Market Plush, alongside a host of returning exhibitors, including Hasbro, SEGA, Sanrio, Games Workshop, Lego, Paramount, Mattel, and Netflix.
Zuru Group has appointed Stu Mallarkey as its new Executive Creative Director, marking a pivotal moment in the company’s evolution from product disruptor to global brand builder.
Nick Mowbray, Co-Founder, Zuru, said: “We built Zuru by refusing to accept that incumbents couldn’t be beaten – moving faster, thinking bigger, and backing ourselves. The next chapter is about turning that same energy into brands the world genuinely falls in love with. Stu is one of the most talented creative minds out there, and bringing him in is a clear signal of how serious we are about becoming one of the great brandbuilding companies of our generation.”
With a creative agency background, Stu brings a proven track record of delivering culturally resonant, globally recognised, digitally oriented work. He will lead a newly formed internal creative agency function, tasked with elevating social and content creative output, filling feeds around the world with the best thumb-stopping ideas for Zuru’s brands across all categories, from toys to FMCG.
“This is an epic opportunity,” said Stu. “The chance to help build and shape world-famous brands that live in social and culture is incredible.”
Rubies UK has announced its intention to enter into a strategic licence and distribution partnership with Smiffys UK. The agreement will see Rubies design, manufacture and distribute products under the Smiffys brand, under licence.
Peter Warton, Executive Director. Rubies Masquerade Co. (UK) Ltd, said: “Smiffys has been part of this industry for generations, and we have enormous respect for the brand, its history and the relationships built around it. Bringing the strengths of Smiffys and Rubies closer together creates exciting opportunities for our partners and, most importantly, positions us to support the market with even greater scale, creativity and service moving forward.”
Rubies and Smiffys have unique brand identities and together will service all channels of retail, from party and independent retail to ecommerce and nationals.
Smiffys’ unique brand identity will be maintained via the predominant retention of its operating team, which will become part of the Rubies family further to a management services agreement attached to the licence. Day-to-day operations will continue as normal.
Toy Industries of Europe (TiE) has welcomed Lego’s Frederic Lehmann as its new Chair.
He takes over the role from Sanjay Luthra, who was named Chief Commercial Officer of Mattel in April, and served the organisation for seven years.
Frederic currently serves as Senior Vice President and General Manager Western Europe at The Lego Group, leading seven major business units across the region. Having held senior leadership roles across Europe, the Middle East and Africa, he brings extensive international experience, a deep understanding of our industry and a strong belief in the positive impact of play on children’s lives.
Registration for the fifth International Game Inventors Convention, taking place Friday, 5 February, 2027, is now open.
The event will once again see game designers, publishers and other industry representatives coming together in Nuremberg as part of the Spielwarenmesse.
The well-established networking event, organised in collaboration with the Bayerisches Spielearchiv Haar, was fully booked at its most recent edition, attracting 156
Santoro’s new girl-focused lifestyle brand Harmonie Lane has officially launched at retail and is now available to stockists worldwide.
First unveiled at Spielwarenmesse in January, the brand has quickly captured the attention of retailers, distributors, and licensing partners alike.
Tara Strickland , Head of Design, Santoro, said: “We’ve been overwhelmed by the response to Harmonie Lane, before it’s even hit the shelves. The enthusiasm from retailers and distributors has been incredible. We think the brand offers something fresh
for today’s girls: a character-led world built around creativity, community, with engaging offline experiences that families are actively seeking.”
Designed around a vibrant community of 10 aspirational ‘girl-next-door’ characters, Harmonie Lane celebrates creativity, friendship, self-expression, and the joy of hands-on play.
The collection features a mix of craft kits, activity books, design-led stationery, and novelty accessories, from friendship bracelet kits and dreamcatcher kits to outfit design books, unique pencil cases, and novelty pens.
The US Toy Association has launched a new centralised member support hub called the Toy Desk, billed as a concierge-level service connecting members with the association’s resources, expertise and services.
Created to strengthen the member experience, the Toy Desk provides a single point of entry for questions, requests and support needs. Through a streamlined online submission process, enquiries are routed directly to the appropriate Association team, helping members quickly access the information and guidance they need.
Greg Ahearn, President and CEO of The Toy Association, said:
“The Toy Desk reflects our ongoing commitment to putting members first and continually improving how we serve the toy community. The Toy Desk is an important step forward in strengthening that commitment. By creating one welcoming front door for support, we can point members to the right resources and expertise across our organisation.”
The launch is the first phase of a broader initiative focused on modernising member engagement and services. Future phases will build upon the Toy Desk’s foundation with additional capabilities and enhancements.
participants from 22 countries. It offers game designers the opportunity to present their prototypes and concepts to publishers, game agencies and other industry contacts.
A new feature for next year’s event is a digital platform designed to make communication between game designers and publishing houses even more efficient. It’s created by the Swedish start-up Pubblo, whose founder is also behind the hit game Hitster.
“Our goal is always to combine education with play”
The Science Museum Group’s licensed products have attracted industry awards and commercial success – and there are more lines launching this month. Amy Harbour, Head of Licensing and Commercial Partnerships, The Science Museum Group, shares her insight into what makes these products special, and the importance of giving families the opportunity to bring a little part of the museum experience into their homes
It’s a real honour to work at the Science Museum, and that sense of pride underpins everything that I do, especially when it comes to Science Museum products developed through our brand licensing programme. Our aim is simple: to bring the magic of the Science Museum into people’s homes. Every toy, kit and activity that we develop is designed to capture that unique combination of fun and learning
that defines the museum experience.
We’re committed to creating products that are not only engaging but also meaningful. Products that encourage exploration, experimentation and discovery
“ “
Amy Harbour, Head of Licensing and Commercial Partnerships, The Science Museum Group
When I walk through our galleries, I’m constantly inspired by how children and families engage with science. That excitement is what drives our product development. Whether it’s experimenting, building, mixing or discovering, we want our products to recreate those same moments of curiosity and joy. It’s about ensuring that the experience doesn’t end when visitors leave the museum. It continues at home, in a way that also feels engaging and meaningful.
The Science Museum welcomes hundreds of thousands of educational group visits each year, and it’s easy to see why. Seeing school groups on a day out, energised, curious and full of questions, reminds me how important it is to make science accessible and enjoyable. Our Wonderlab interactive gallery is a perfect example of that approach. It’s immersive, hands-on, and full of moments that spark wonder. Technicians: The David Sainsbury Gallery, meanwhile, highlights the creativity and skill behind innovation, celebrating the people who bring science to life.
These spaces don’t just inspire visitors, they shape how we think about our licensing programme. We take that same
philosophy of hands-on learning and build it into every product we create. Our goal is always to combine education with play, ensuring children are learning without even realising it, simply because they’re having so much fun.
I’m incredibly lucky to work with such talented people at the Science Museum. The expertise, passion and dedication of colleagues across the organisation feed directly into the products we develop. From curators to our explainers, their insights ensure that everything we produce is rooted in real science and genuine understanding. That collaboration is what makes our STEM products stand out. It’s not just about entertainment, it’s about authenticity and credibility.
At the heart of this sits our mission, vision and values. We exist to inspire futures, ignite curiosity and build understanding of science and technology. These principles are woven into our licensing programme, guiding every decision we make. We’re committed to creating products that are not only engaging but also meaningful. Products that encourage exploration,
experimentation and discovery. Our values of curiosity, creativity and collaboration are reflected in how we work with our partners and in the experiences we aim to create for families.
One example of how we bring all of this together is our Material Science range, developed with Funtime. This range takes slime, something children already love, and transforms it into a rich, educational experience. Slime is hugely popular, but what sets the Science Museum range apart is the science behind it. Each product encourages children to understand how slime works, exploring concepts such as polymers, viscosity and chemical reactions through hands-on play.
The success of this range has been fantastic to see. It captures that perfect balance between fun and learning, making science approachable and exciting. We’ve continued to innovate within the range, and this month we’re launching two new products: Wriggle Worms and Candy Cloud Compound. These additions bring fresh textures and new sensory experiences, while still staying true to the educational foundations of the range.
We’re particularly proud that the range has also been recognised at an industry level. Our Noodle Slime won Gold at the Independent Toy Awards in 2025, which is a huge achievement and a testament to the quality and creativity behind the product. It reflects the strength of our approach, taking something familiar
“
What connects all of these products is a shared inspiration: the real experiences children and families have in the museum every day
“
The Science Museum STEM badge plays a crucial role in helping customers identify products with genuine educational value. In a busy retail environment, it acts as a trusted marker, signalling that a product has been developed with real STEM learning at its core. A product will deliver both fun and meaningful learning, aligned with the standards you’d expect from the Science Museum. For parents and carers, it provides confidence; for children, it opens the door to discovery.
and enhancing it with meaningful science learning.
Amy Harbour Head of Licensing and Commercial
Partnerships, The Science Museum Group
Alongside the Material Science range, our British Fossil discovery sets offer another brilliant way to engage children with STEM. These products tap into a natural sense of curiosity about the past, giving children the chance to become explorers and discoverers in their own homes. They encourage careful observation, patience and an appreciation for natural history, all while delivering that sense of excitement that comes with uncovering something hidden.
What connects all of these products is a shared inspiration: the real experiences children and families have in the museum every day. The laughter, the questions, the hands-on exploration, it all feeds into the way we design and develop our ranges. We’re not creating products in isolation; we’re extending the museum experience in a way that feels authentic and true to our purpose.
For me, that’s what makes this work so special. It’s about more than just products, it’s about creating experiences, sparking curiosity and helping shape the next generation of scientists, engineers and inventors. And it all starts with the incredible energy and inspiration found within the walls of the Science Museum.
Norfolk department store Bakers & Larners of Holt has opened a new dedicated toy department. Group Head of Operations Jenny Bartlett explains what sparked a more committed investment into toys and games, how the range was developed, and what's resonating most strongly with customers
Bakers & Larners of Holt has made a significant commitment to toys, games and books with the launch of a dedicated new department in April. Located close to the store's main car park entrance and adjacent to the garden department, the new 187sq m space expands the retailer's offer in these categories.
For Group Head of Operations Jenny Bartlett, the new direction was driven by changing customer expectations and a gap in the local market. She says: “The decision came from seeing growing demand from customers looking for more thoughtful, vintage and family-focused products within their shopping experience.
“We wanted to create a destination that encourages creativity, learning and quality time for all ages, while also complementing the wider values of our store. The new department allows us to offer a carefully curated range of products that feel both engaging and unique, with an emphasis on quality, discovery and fun."
While the dedicated space is a new addition to the store, Bakers & Larners has been selling toys and games for many years. "We had stocked games and toys in a small way all year
One of our favourite shows is the Toymaster May Show in Harrogate, as it brings together a wide variety of established and up-andcoming brands under one roof
Jenny Bartlett, Group Head of Operations, Bakers & Larners of Holt
round, with a large uplift leading up to Christmas," explains Jenny.
As the category evolved, however, the team identified an opportunity to develop a stronger proposition: “The local offer, around games in particular, felt very mass-market, with little focus on quality, design-led or giftable products. We're lucky to have a strong customer base of grandparents and holiday-makers –people who are looking for something thoughtful, different, and worth gifting."
The new department is designed to cater directly to those customers, bringing together ranges that encourage interaction, imagination, and discovery.
Jenny says: "The range was built in a considered manner, with toys that are engaging, special, and design-led, and games that all the family can join in with, that bring a sense of nostalgia as well as entertainment. The books are complementary to this experience and are keepsakes or complement other areas of the store. It was about making a space that people want to spend time in and buy from, knowing it is high quality but entertaining as well."
Curating the range required extensive planning and research. The buying team took a long-term approach to sourcing ranges and identifying suppliers that aligned with the store's customer base.
"Our buying team spends a lot of time researching online and visiting other stores to get a feel for what brands offer, and then slowly pieces together how these will come together," says Jenny. “Often there are suppliers we first met up to three years earlier, whose ranges are revisited."
Trade shows play an important role in the buying process. "They remain one of the most valuable ways for us to spot emerging trends, meet independent brands, and see products firsthand before making decisions. We also work closely with trusted reps and suppliers who understand our customer base and regularly introduce us to new ranges."
One event that consistently delivers value for the business is the Toymaster May Show. "One of our favourite shows is the Toymaster May Show in Harrogate, as it brings together a wide variety of established and up-and-coming brands under one roof. We particularly enjoy the opportunity to see how products are demonstrated, talk directly with makers, and understand the stories behind the brands.
"Those events are also invaluable for identifying trends in play, gifting, and publishing, while helping us find products that feel distinctive and right for our customers."
The department now includes products from a range of suppliers, including Gibsons Games, Orange Tree Toys, Ginger Fox Games, House of Marbles, Warmies, Bon Ton Toys, Steiff, Hippychick, Big Potato Games, S-c Brands, ChunkiChilli, and Bookspeed.
When it comes to making final buying decisions, Jenny says product quality and customer relevance are central to the process. "We look for a combination of criteria with a strong emphasis on customer appeal. We want products and ranges that feel engaging, wellmade, and offer genuine play or learning value, rather than simply following shortterm trends.
"We think about how a product fits within our wider department mix and whether it brings something distinctive and special to the customer experience."
The team also looks for products that work across multiple generations. "For toys and games, we value creativity and products that encourage interaction across different age groups. With books, we focus on strong storytelling, beautiful design, and titles that customers will return to again and again.
"We also place importance on
trusted suppliers, good sustainability credentials where possible, and products that align with the familyfocused ethos and values of the store."
Although the department has only recently launched in its current format, customer response has exceeded expectations. "The response from customers has been incredibly positive," says Jenny.
"We've seen strong engagement from families, grandparents and gift shoppers, and many comment on how refreshing it is to find such a thoughtfully curated selection in-store.
"The department has encouraged customers to spend more time browsing, and it has also introduced new shoppers to the wider store."
Several categories have proved standout performers during the opening weeks. "Games, creative activity sets, and children's books have all performed especially well. Customers are looking for products that combine entertainment and quality."
Established brands have also delivered strong results. "Legami has continued to perform well for us, and we've seen an upturn in Steiff bear
“For toys and games, we value creativity and
products that encourage interaction across different age groups
”Jenny Bartlett, Group Head of Operations, Bakers & Larners of Holt
sales." Meanwhile, traditional toys and activities are proving particularly popular with shoppers. "Our House of Marbles range, with classics such as paper plane making kits, has performed really well."
Not every success was anticipated. "Knitting and crochet kits have taken off really quickly, which is nice to see," Jenny notes.
One product, however, has emerged as a surprise star. "Our ChunkiChilli knitted Feathers McGraw is our most popular toy," smiles Jenny. "Sorry, Wallace & Gromit!"
With the department still in its infancy, much of the focus has been on raising awareness and encouraging customers to explore the new space.
"We have focused on social media, with our team promoting their favourite products in fun ways."
Jenny says visual merchandising also played an important role in supporting the launch. "We gave the store's mainwindow over to a new display themed around classic games for the May half-term holiday."
Bakers & Larners plans to further develop the department through events that encourage customers to engage directly with products.
"We have plans through the summer for instore experiences and interactive play in the department, as well as seasonal promotions."
While Jenny remains tight-lipped about future developments, she hints that there is more to come. "Yes, but presently that's hush hush," she says. "So watch this space!"
An evergreen theme that is reaching new heights thanks to new NASA missions, space is the next frontier for Bigjigs Rail Liz Ireland, Founder and Managing Director of Bigjigs Toys, shares more about the launch of the Bigjigs Rail Space Train Set and Accessories, its themes, and play patterns
With excitement around space exploration reaching new heights thanks to renewed public interest in lunar missions such as NASA’s Artemis programme, children are once again dreaming about rockets, astronauts and life beyond Earth. At Bigjigs Rail, we believe there is no better way to nurture that curiosity than through imaginative play. Our latest spacethemed wooden railway collection combines classic train set fun with futuristic adventures, encouraging children to explore storytelling, creativity and early STEM concepts through hands-on play while offering retailers an eye-catching range with strong cross-selling opportunities.
Leading the collection is the Bigjigs Rail Space Train Set, a 40-piece intergalactic railway adventure designed to transport young explorers into a universe of discovery. Featuring a detailed two-storey space station, astronaut characters, a rocket launch area and themed wooden railway accessories, the set allows children to create their very own cosmic world.
As with all Bigjigs Rail products, the set is crafted from high-quality, sustainably sourced wood, and designed to be compatible with most major wooden railway brands, making it easy for families to expand their layouts and create even bigger adventures
over time. It also gives retailers the opportunity to merchandise the range alongside existing wooden railway collections, encouraging addon purchases and repeat visits.
Wooden train sets have long been valued for their educational benefits, and themed playsets add another layer of learning. As children guide trains around the track, navigate obstacles and build different worlds, they are naturally developing communication skills, creative thinking and sequencing abilities.
Cooperative play with siblings or friends also encourages social interaction, teamwork and confidence-building.
The space theme brings an exciting STEM angle. Conversations about planets, rockets and astronauts can spark early curiosity about science and technology in a way that feels fun and accessible.
To expand the adventure further, the Bigjigs Rail Galaxy Bridge introduces a futuristic feature to any setup. With a themed bridge, tunnel and interactive portal doors with manual handles, the bridge adds movement and dimension to layouts while encouraging fine motor skill development. The
ascender and descender tracks also allow children to experiment with height and construction.
Alongside the bridge, the Rocket Ship provides the perfect centrepiece for imaginative missions and storytelling scenarios, encouraging children to invent exciting narratives around their railway adventures. Meanwhile, the colourful Space Train adds another cosmic touch to the collection, featuring vibrant spaceinspired detailing that fits seamlessly into traditional and themed layouts.
For retailers, the collection offers strong visual merchandising potential. Creating a dedicated in-store space display with the Space Train Set at the centre, surrounded by the Galaxy Bridge, Rocket Ship and Space Train, allows retailers to showcase the full storytelling possibilities of the range.
The bold colours, space theme and interactive play features make it effective for feature tables, window displays and experiential retail spaces where customers can engage directly.
At Bigjigs Rail, we are passionate about creating toys that combine timeless play value with meaningful developmental benefits. By blending the enduring appeal of wooden trains with the excitement of rockets and galaxies, we are helping young adventurers discover that the possibilities of play, much like space itself, are endless.
As consumers continue to seek meaningful ways to spend time together, the games and puzzles category is enjoying a significant resurgence. TnP catches up with some of the industry’s games specialists to find out more
What was once considered a seasonal purchase centred around Christmas has evolved into a year-round market driven by family connection, social play, affordability and a growing desire to step away from screens.
In fact, according to recent research from games specialist Asmodee, more than half of Brits (51%) say they would rather spend a Saturday night playing games at home than going out, while younger audiences are increasingly embracing tabletop gaming as a social activity.
Across the industry, manufacturers report strong demand from both traditional family audiences and younger consumers who are embracing tabletop gaming as a lifestyle choice. From classic board games and educational puzzles to party games, trading card games and strategy titles, the category is benefiting from a broadening consumer base and an expanding range of retail channels.
One of the most notable developments has been the growing cultural shift towards analogue
“We’ve seen growing demand for traditional games and puzzles recently, driven by families seeking meaningful ways to spend quality time together at home
Simon
Prest Sales Director, Orchard Toys
”entertainment. Consumers increasingly view games and puzzles not simply as products, but as experiences that bring people together.
According to Megan Bradley-Zeng, Marketing Manager at Gibsons Games: “We’ve seen an emerging cultural trend where families and friend groups are increasingly looking to screen-free entertainment to connect with one another.”
That sentiment is echoed throughout the industry. Simon Prest, Sales Director at Orchard Toys, says: “We’ve seen growing demand for traditional games and puzzles recently, driven by families seeking meaningful ways to spend quality time together at home. Economic pressures have also influenced purchasing decisions, with consumers looking for products that offer strong value and long-lasting play.”
The affordability factor has become increasingly important. Gemma Lewington, Marketing Director at University Games and Lagoon, explains: “The games and puzzles category continues to remain both stable and resilient despite wider economic
pressures. Families and consumers are continuing to look for affordable ways to spend quality time together, and games and puzzles offer strong value for money compared with many other leisure activities.”
She adds another emerging trend to the list: “Puzzles have also benefited from their mindfulness appeal; many of our 3D puzzle ranges such as our new Flowers collection, as well as our best-selling Harry Potter and Football Stadium ranges also deliver the collectability factor.’’
Similarly, Roger Martin, Marketing Director at Asmodee, highlights changing consumer priorities: “Consumers are buying games as affordable home entertainment. We’ve shifted from ‘buy a game at Christmas for the family’ to adults building personal collections and ‘unplugging’ to spend time gaming with family and friends.”
Games night is the new night out Asmodee’s recent research suggesting that more than half of Brits would rather spend a Saturday night playing tabletop games than going out appears to align
closely with what manufacturers are witnessing in the marketplace.
Younger consumers in particular are embracing tabletop gaming as a social activity. Events such as UK Games Expo continue to attract larger audiences and increasingly diverse age groups, while gaming cafés, puzzle competitions and community events are helping bring new players into the category.
Megan Bradley-Zeng notes: “We certainly noticed an increasingly diverse age range at UK Games Expo this year, and even larger crowds too!”
At Ravensburger, Katy Fletcher, Head of Marketing and Product Development, points to broader participation across the hobby: “We’re seeing increased momentum behind analogue activities. This is evidenced in the ever-increasing footfall to events such as UK Games Expo and other grassroots board game initiatives, as well as the rise and rise of speed puzzling gatherings big and small.”
The social nature of games is proving especially appealing across generations.
David Mordecai, CEO of One for Fun, believes games occupy a unique position within family entertainment.
“Games are social glue! Nothing brings generations together like games – lots of fun and laughter but friendly rivalry too.”
For Asmodee, the trend is becoming deeply embedded in consumer behaviour. Roger Martin says: “Our own research confirms this. We see board games becoming a social ritual – game night is the new night out.’’
This shift is influencing product
The games and puzzles category continues to remain both stable and resilient despite wider economic pressures. Families and consumers are continuing to look for affordable ways to spend quality time together, and games and puzzles offer strong value for money compared with many other leisure activities
Gemma Lewington, Marketing Director, University Games and Lagoon
development throughout the industry. University Games reports growing demand for products that are suitable for mixed-age groups and adaptable to different social occasions. “There is a growing demand for games that are easy to learn, quick to set up, deliver strong replay value and are suitable for mixed-age groups,” says Gemma Lewington.
Looking good
One particularly interesting development is the emergence of games and puzzles as lifestyle purchases. Consumers increasingly want products that not only provide entertainment but that also look attractive in the home.
“Last year we brought out the Art File classic game collection, as we noticed there was a market for boardgames that could function as both a beautiful item on your shelf or coffee table as well as being a source of entertainment,’’ explains Megan Bradley-Zeng. “Each item in the range is detailed with gold foil and decorated with incredible illustrations from our friends at The Art File,”
Liz Ireland, Founder and Managing Director of Bigjigs Toys, believes retailers are also actively seeking products that offer strong visual appeal as well as play value.
“Games and puzzles is one of those evergreen categories that consistently delivers, both in developmental value and retail
results. We know from speaking to our retail partners that these products offer strong shelf presence, clear play value, and market longevity.”
She adds: “Retailers want games and puzzles with visual presence, strong concepts, and depth of play – giving customers a reason to come back.’’
The drive of licensing
Licensed products remain an important element of the games and puzzles sector, although manufacturers agree that success depends on matching strong intellectual property with compelling gameplay.
Ben Croucher Phillips, Senior Brand Manager, Tomy Games, points out their appeal: “Licensed products allow consumers to engage more deeply with the brands and entertainment properties they already love. The strongest licences are those that tap into highly engaged fan communities and offer an experience that feels authentic to the source material.
“When a licence has a highly engaged fanbase and the gameplay captures what people love about the property, it can create a powerful combination.’’
For children’s products, licensing also continues to be a powerful purchasing driver. Simon Prest explains: “Licensed products remain incredibly important within the games and puzzles category, as they provide an instant connection with consumers through familiar and trusted characters.”
He points to the enduring appeal of Peter Rabbit and the ongoing popularity of Bluey among younger audiences.
University Games also sees significant demand for recognised characters and brands. Gemma Lewington highlights the success of properties including Peppa Pig, Paddington, Dog Man and The Very Hungry Caterpillar, alongside strong performance from sports licences.
At Ravensburger, licensing remains a central pillar of the business. “Licensed product is a vital aspect of our portfolio,” says Katy Fletcher. “We recently launched a series of puzzles with Diddly Squat Farm which have truly sparked imaginations, and we’re looking forward to launching an incredible treat for Pokémon fans – our first 40,000-piece puzzle for this licence.”
Asmodee likewise sees licensing as an important route into the category, but Roger Martin stresses that consumers expect more than a familiar logo: “Licensing has always helped bring consumers to a game but they won’t accept ‘label slapping’. The licence needs to respect both the IP and the gameplay.”
At the same time, manufacturers emphasise that licensing is not
We’re seeing increased momentum behind analogue activities. This is evidenced in the ever-increasing footfall to events such as UK Games Expo and other grass roots board game initiatives, as well as the rise and rise of speed puzzling gatherings big and small
Katy Fletcher, Head of Marketing and Product Development, Ravensburger
always essential. Tom McGill, Brand Manager at Jumbo Group, observes: “The importance depends on the target audience. For children’s games and puzzles they can be a key driver in purchasing decisions, but in the adult market not so much.”
dnup, which we released at UKGE, has followed that success. The common thread is games with a clear, immediate hook that you can explain in 10 seconds.”
Let’s get digital
Ironically, while games and puzzles benefit from consumers seeking screen-free activities, digital channels have become essential tools for driving awareness and discovery.
Another significant development within the market is the rise of gaming cafés and organised play venues.
Once a niche concept, gaming cafés are increasingly becoming important discovery platforms where consumers can try products before purchasing.
Tomy’s Tom McGill notes: “Games cafés are becoming increasingly important because they are a great way for players to discover products that might have gone under their radar.”
At Ravensburger, Katy Fletcher says: “We have a dedicated organised play co-ordinator who is continuing to build relationships with board game venues and working hard to provide support in creating events and activities that deliver exciting and immersive experiences for their clientele.’’
The innovation game Innovation remains critical as retailers seek products capable of standing out on crowded shelves.
Jumbo Group has found success with seasonal puzzle formats. Tom McGill says: “Jigsaw puzzle Advent Calendars have been very successful within our Wasgij and Jan van Haasteren brands. They give us an opportunity to include much more storytelling than a regular puzzle and the smaller piece counts can be less intimidating for new puzzlers.”
Gemma Lewington at University Games says: “Innovation is increasingly focused on creating distinctive experiences rather than simply adding complexity. We are seeing strong interest in novel formats that deliver entertainment and humour such as our new Jelly Armchair Pundamental range of highly amusing puzzles and card games.’’ Products such as murder mystery games, portable dice games and compact travel formats are helping brands reach new audiences.
Ravensburger, meanwhile continues to expand its portfolio with products designed to enhance social interaction, including the Oh My Pigeons Party Expansion and Last One Laughing, inspired by the successful Prime Video series.
Meanwhile, One for Fun has seen growing interest in solo and sensoryfocused puzzle experiences.
” ”
Asmodee’s Roger Martin believes simplicity often wins: “Flip 7 was our standout success of last year and
Ben Croucher Phillips at Tomy says: “What makes influencer and creator content so powerful is the authenticity it brings. Seeing real people play a game, react to unexpected moments and share genuine opinions can be more valuable than traditional advertising alone..’’
Orchard Toys also sees digital engagement as increasingly influential.
“Parents increasingly turn to social platforms for product recommendations, play inspiration and authentic reviews before a purchase,” says Simon Prest.
Ravensburger’s Katy Fletcher points to the growing impact of user-generated content and creator communities, particularly within strategy gaming, where gameplay demonstrations can help communicate more complex experiences.
University Games also views cafés as an increasingly valuable part of the broader gaming ecosystem, helping introduce new audiences to the hobby and encouraging repeat engagement. Says Gemma Lewington.
Asmodee perhaps offers the clearest illustration of the channel’s growth. “They matter and they’re growing fast. The UK now has more than 300 board game cafés, up from around 30 in 2017,” says Roger Martin. “These venues are a genuine discovery channel. People try a game over a coffee, fall in love with it, and buy it.”
Ben Croucher Phillips at Tomy Games adds: “For us, they’re particularly valuable in helping to engage early adopters and hobby gamers who are often the first to try new releases. These players can become powerful advocates, recommending games to friends, family and wider gaming communities when they have a great experience.
“Unlike traditional retail, gaming cafés allow consumers to learn a game, play multiple rounds and see first-hand what makes it enjoyable, which can significantly reduce barriers to trial. As a result, they can play an important role in generating wordof-mouth, building communities around games and helping successful titles reach a broader audience. For publishers like us, that makes them an increasingly influential touchpoint within the launch strategy for new games.’’
And Asmodee has expanded its investment in digital marketing. “We’ve strengthened both our digital marketing and social media teams as we know that a lot of purchase journeys, especially for Gen Z, start on TikTok or YouTube,” says Roger Martin.
The future game
The outlook for games and puzzles remains highly positive. Demand for affordable entertainment, social connection and screen-free experiences shows little sign of slowing, while licensing, innovation and digital discovery continue to bring new consumers into the category.
“
Our own research confirms this. We see board games becoming a social ritual - game night is the new night out
Roger Martin, Marketing Director, Asmodee
CHARACTER OPTIONS
0161 633 9800
sales@charactergroup.plc.uk
Character Options has something for all in its games offering, with family games, party games and electronic action games all on offer.
From the team that brought you the social mediainspired viral party game What Do You Meme? comes a stack of new games from Relatable. And where better to start than the new addition, Starts With - Ends With. This is a game of quick wit, wordplay and even quicker reflexes. The fun begins with a turn of the spinner, which will give players two letters. The aim of the game is to be the first to shout a word that starts and ends with the specified letters.
The Relatable games portfolio is also home to the world’s number one murder mystery company: Hunt A Killer. In this immersive series of murder mystery games, participants must play the detective. The narrative is told through realistic clues, intricate puzzles and complex ciphers. The objective is to unravel each web of lies and clues to solve the mystery. Pick from a host of themes, including Lakeside Slaughter – where a dream vacation turns deadly – Body on the Boardwalk, The Salem Slicer and more.
Character Options is also excited to introduce Here For The Comments. This game plays homage to the funniest corner of internet culture – the comments section. Players must compete to drop the funniest comment using images and one-liner cards. With each round, players build threads of unhinged images or caption comments beneath a Status Card, voting for their favourite comment after each thread is complete.
In the reaction games category, Character’s own Hot Dog Drop is a banger of a game! Launched in January, this electronic sausage drop game is already a hit with families and is inspired by the viral Catching Sticks Challenge that’s generated more than 100m views on TikTok to date. When the timer starts, hot dogs start to fall randomly. The aim
JUMBO GROUP
0161 428 9111
salesuk@jumboplay.com
This year, Wasgij, part of Jumbo Group, invites fans on board The Last Voyage for its most intriguing mystery yet. For the very first time, the new Wasgij set brings together all three iconic puzzle concepts within one connected storyline, creating a truly immersive experience for puzzlers.
Unlike traditional puzzles, Wasgij challenges consumers to piece together the story without a clear visual reference, making the gameplay itself part of the entertainment and setting the brand apart within the category. Designed to spark imagination, the new Pieces of Evidence 1 - The Last Voyage! concept encourages puzzlers to think beyond the image on the box. Three interconnected puzzles solve the case combining the Original, Mystery and Destiny concepts into one captivating experience.
Built around the idea of uncovering ‘pieces of evidence’, the experience places consumers in the role of investigator, solving the mystery progressively through hidden clues, puzzle reveals and Inspector notes.
The set includes:
■ 2 x 500-piece puzzles
■ 1 x 1,000-piece puzzle
■ Two booklets featuring Inspector notes
■ ●A sealed solution envelope
Puzzle 1 begins the investigation, inviting puzzlers to imagine the future scene. Puzzle 2 challenges players to piece together what the character sees, bringing them closer to solving the case. Finally, Puzzle 3 reveals what happens next and uncovers the mystery’s conclusion.
Filled with twists and turns throughout, and supported by a dedicated marketing campaign, Wasgij showcases how the puzzle category continues to innovate with a premium new format designed for collectors, puzzle enthusiasts and gifting alike.
Stock available from August.
RAVENSBURGER
01869 363800
sales@ravensburger.com ravensburger.com
With the festive season approaching fast, Ravensburger is set to launch a raft of games and puzzle newness, including hot licences, nostalgic special editions and plenty to keep the kidults happy too.
The company celebrates 40 years of global bestselling family game Labyrinth this year, and marking that milestone is a partnership that already has the games community buzzing. Carcassonne Labyrinth brings together two giants of the tabletop in a unique gameplay format that truly showcases the best each game brings to the table – no pun intended. In this game, which is suitable for those from the age of eight, players will search for treasures in the moving labyrinth board, collecting tiles on each turn, which they will use to construct their own personal Carcassonne cities and roads on the tabletop. They’ll collect additional treasure tokens and shields along the way, which will add to their final score. Additional expansion play ideas are included to add playability for experienced players, and there is a solo play option too.
For the ultimate Labyrinth fan,
Take on a magical new adventure...
with the new Disney Lorcana TCG co-operative game Illumineer’s Quest: The Great Hunny Rescue arriving on 2nd October, 2026
Labyrinth Chronicles, with its ‘big box’ deluxe design with 3D game board features created in partnership with Awaken Realms, will see players enter the mysterious labyrinth, gathering resources to help nearby faefolk – a new co-op campaign mode builds on the gameplay.
Plus, the recent launch of KPOP Demon Hunters Labyrinth celebrates the multi-award-winning hit animation, putting the legendary stars centre stage.
An evergreen hit in the children’s aisle, Bugs in the Kitchen sees a new addition to its offering in September with the introduction of Minecraft Pig in the Field. Who can capture the scurrying Brush Bug pig with the help of the fences before it eats the fields empty?
New additions to the Ravensburger games lineup also include licensed Last One Laughing celebrating the hit Prime comedy show, and the latest game to the Horrified series, Horrified:Dungeons & Dragons Ravenloft, as well as the Disney Villainous: Success at any Cost expandalone, and Disney Villainous: Come We Fly expansion featuring The Sanderson Sisters from
the movie Hocus Pocus.
Oh bother! Piglet has been ‘pignapped’ by creeping, prickly vine tendrils, and only the bravest Illumineers can set things right. In the Illumineer’s Quest: The Great Hunny Rescue, players must venture deep into an overgrown, twisting world where danger lurks in every vine-covered corner.
The Illumineer’s Quest is packed with everything required to embark on a daring quest and includes two fully built card decks and game board plus themed challenges designed for every skill level to help players begin their journey immediately. Unlike other TCGs, this popular format enables players to either work together or on their own to build courage, strategy, and resilience to rescue Piglet and uncover the true heart of the Vine’s mysterious growth. This immersive game of good vs evil for one ot two players is perfect for Disney fans, casual and competitive players alike and brings a unique play dimension to the brand.
In puzzles, a festive edition joins the bestselling line My Haven with number 14, The Christmas Shed, while the muchanticipated limited-edition Christmas puzzle series marks a milestone with its 30th edition titled Santa Takes a Break, courtesy of artist Roy Trower. There’s puzzle-a-day escapism to be had with the 2026 Christmas at Home Advent Calendar. Designed by artist Claire Wilson, this warm and cosy home can be pieced together room by room in the 24 56-piece puzzles.
0207 254 0100 | www.university-games.co.uk
At University Games, creating products that bring families together through play is at the heart of everything it does.
This summer, University Games is bringing even more fun with new additions across its preschool, family games and puzzle collections, combining educational value, beloved characters and plenty of entertainment.
Leading the way is the new Peppa Pig educational preschool range, which combines the familiar faces children know and love with The Learning Journey’s proven educational play patterns. Designed to support key early years development, the collection includes My First Match It! tins, a Magnetic Sort and Learn Colours game featuring Peppa’s Party Bus, and a Lift and Learn Puzzle showcasing favourite vehicles from the hit TV series. Through engaging handson play, little learners can develop colour and shape recognition, and matching and memory skills, all while enjoying adventures with Peppa and her friends.
Another well-loved licence joining the preschool range under The Learning Journey brand is the new That’s Not My... collection, inspired by Usborne’s bestselling touch-and-feel books. Created for children aged 18 months and over, the collection features Floor Puzzles, 4-in-1 Puzzle Sets and My First Match It! games across popular themes including Animals, Vehicles and Favourite Things.
fine motor skill development. Eye-catching packaging, complete with rope handles and touch-and-feel sample pieces, helps these products stand out on shelf.
Packed with tactile textures, fuzzy finishes and bold artwork, the range encourages sensory exploration, colour and object recognition, and
When it’s time to get the whole family laughing, there’s three new additions from Dyce Games. First To Worst challenges players to work out exactly how their friends and family rank a huge variety of topics, creating plenty of surprising moments and lively debate along the way. First To Worst Kids brings the same hilarious gameplay to younger audiences aged five and up. While the new This or That game is all about discovering how well you know each other through a series of fun either-or questions.
For families who love a sporting challenge, the new Pocket Dice range delivers fast-paced gameplay whether they are travelling, waiting
GIBSONS GAMES gibsonsgamestrade.co.uk
for kick-off or enjoying a rainy afternoon at home. Featuring Football, Cricket and Tennis editions, along with licensed football club versions including Liverpool, Chelsea, Arsenal, Manchester City, Newcastle, Tottenham and England, these compact games are perfect for travel, match days and quick-fire competition. Bringing the range into full bloom is the popular 3D Flowers Puzzle range. This summer sees the arrival of the new Botanical Collection featuring a Tulip and Lily display, and a classic Orchid display. Offering an enjoyable building experience and a lasting decorative keepsake, these puzzles continue to bloom in popularity and make thoughtful gifts for every occasion. Licensed characters continue to play a starring role across the children’s range, with favourites Paddington and Dog Man entertaining children and families alike. The ever-popular Paddington collection has been refreshed with updated artwork inspired by The Adventures of Paddington TV series. The refreshed range includes the Adventures of Paddington Sightseeing Board Game, alongside family favourites Dominoes, Find It Fast and Spot the Difference. Meanwhile, Dog Man fans can enjoy bestselling titles including Attack of the Fleas.
Lauren Haywood-Law Game Designer at says: “Categories and Take Cat were a hit at UKGE. it was fantastic to offer such fun and engaging games’’
Gibsons has launched two new feline-themed games, Take Cat and Categories, which debuted to enthusiastic crowds at the UK Games Expo (UKGE). The company says that both titles delighted attendees with their accessible gameplay, charming artwork, and playful cat-inspired twists. Designed to appeal to families, casual gamers, and word game enthusiasts alike, the two games proved to be standout hits at the show, with visitors drawn in by their quickto-learn mechanics and lively, interactive gameplay.
Take Cat is a lively card game all about matching cats and stealing cards by one-upping your opponents. Designed for quick rounds and maximum fun, it’s ideal for gaming on the go. Categories sparks plenty of laughs with hilarious combinations and creative justifications.
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From the creators of
THAMES & KOSMOS
01580 713000 | sales@thamesandkosmos.co.uk
thamesandkosmos.co.uk
Thames & Kosmos continues to expand its games portfolio with titles designed to appeal to a broad range of players. From co-operative puzzle-solving and fastpaced party play to beautifully illustrated strategy gaming, Temple Twist, Oh My Word and Wildblooms offer accessible gameplay, strong replay value and engaging experiences for families and game enthusiasts alike.
Utilising a first-of-its kind 3D-Maze game board, Temple Twist sees players work co-operatively. Players take turns choosing an action card from their hand to strategically manipulate the three-dimensional temple and move the explorer cube through the maze of rooms
Quick to pick up and play, Temple Twist is for those that love co-operative and strategic play.
Oh My Word is a real-time, category-based word game that’s perfect for parties and family game nights. To play, draw a letter from the bag, choose a category from the boards laid out on the table, and name a word or term that starts with your letter and fits your category.
Cover up the category and then it’s the next
The game comes with an electronic timer that starts the player’s turn; if the timer stops on your turn and you haven’t made an association, draw a negative token from the table – the player with the least negative points is the winner. This fast-paced party game keeps players on their toes! It’s quick and easy to learn and is a perfect party game for two to six players.
Finally, Wildblooms lets players transform an empty meadow into a vibrant tapestry of colour in this beautifully illustrated strategy game of growth, planning and opportunity.
Players take turns selecting seedlings and carefully nurturing them into flourishing wildflowers, using clever combo effects and chain reactions to maximise their meadow’s potential. Every decision matters, with engaging gameplay that keeps all players involved throughout the game, even when it’s not their turn.
As flowers bloom and special powers are triggered, the landscape comes alive with colour and possibilities. Combining accessible mechanics with rewarding tactical depth, this charming title challenges players to cultivate the most impressive wildflower meadow and create a thriving ecosystem.
01420 593593 | info@asmodee.co.uk asmodee.co.uk
DNuP is a fast, clever, addictive card game where timing is everything and the right move can flip the game! From the very beginning, players are pulled into a fast-moving battle where every decision matters and every move can shake up the whole table.
There’s more card play...
as we return to the iconic Clone Wars era for epic Twin Suns clashes in Star Wars: Unlimited Twin Suns Deck Display. In this easy-to-learn multiplayer twist on the Star Wars: Unlimited trading card game, three to four players face off in a free-for-all battle featuring beloved Star Wars characters from across the galaxy. Each prebuilt, 80-card Twin Suns deck can be used to jumpstart your Star Wars: Unlimited multiplayer adventure. Each deck features exclusive leaders, units, events, upgrades, and a base specifically designed for the Twin Suns and Eternal formats. Each deck consists of 35 new cards alongside a selection of cards from past sets, including two Legendary-rarity cards
The goal of the game is to empty your hand of cards. With two players, it becomes a tight duel where every move feels direct and every decision puts pressure on your opponent. With three to five players, the game opens up into a lively battlefield of shifting opportunities, sudden reversals, and constant interaction. Every move counts for everyone; one smart play can shift the pace or disrupt a strategy, forcing everyone to rethink their next step. This eliminates downtime and keeps the momentum building from start to finish. The perfect game to keep everyone engaged and ready for the next surprise.
01303 250400 sales@bigjigstoys.com bigjigstoys.co.uk
Building on a strong foundation of traditional favourites such as Traditional Snakes & Ladders, Noughts & Crosses, and Dominoes, Bigjigs has enriched its range with a new London Snap game. Putting a fresh spin on a much-loved childhood classic, it works for both everyday play and tourist-led gift purchases.
01953 859539 | sales@orchardtoys.com orders@kayes.co.uk (Independent sales enquiries) orchardtoys.com
Orchard Toys adds two games to its hugely popular Bluey licensed collection. Thoughtfully designed with easy-to-learn, fun gameplay, the games are made for little hands and busy parents, combining lasting quality with genuine learning value. The Bluey collection captivates Bluey fans and appeals to parents, and with their great price points are perfect for gifting.
The two new Bluey titles, Bluey Dance Mode and Bluey Let’s Go Shopping, offer a huge sales opportunity for tapping into the Bluey fandom –Bluey is the number one favourite TV show among kids aged three to six in the UK* and the number three property in Preschool toys**.
Jungle Crash is a clever stacking game, similar to Jenga, but with a mathematical (and mischievous monkey!) twist. Bigjigs founder and MD Liz Ireland says: ‘‘We love creating products that make learning feel fun and intuitive, and this game demonstrates how educational concepts can be seamlessly incorporated into family play.’’
Bigjigs continues to innovate, with the new Jungle Croquet game. This set offers a playful take on a timeless garden game, motivating active outdoor play while helping kids develop coordination, concentration and social skills. It’s a fantastic option for families looking for screen-free entertainment this summer.
Puzzles have been a cornerstone of the range since day one, and the company has built a collection that offers something for every age and stage. That includes wooden peg puzzles, touch-and-feel puzzles, cube puzzles, lifecycle layer puzzles, lacing puzzles, alphabet and number puzzles, circular floor puzzles, and so on. This gives retailers a really strong, easy-to-merchandise category with clear developmental steps and plenty of opportunities for repeat purchases as children
For 2026, the new Chunky Dinosaur Puzzles have been consciously crafted to offer on-shelf impact with bold, characterful artwork designed to catch the eyes of little shoppers.
Bluey Dance Mode is the lively, fun-filled cardcollecting game inspired by the hit Dance Mode episode. Designed to be easy to learn and quick to play, children flip cards, act out silly actions and bust the moves – wiggle, spin, march and dance with Bluey, Bingo, Mum and Dad.
In Bluey Let’s Go Shopping, children can play shops with Bluey and her family. It’s an early introduction to money handling with a Bluey twist!
The new games join the bestselling Bluey Grannies Game, Bluey Shopping List Game and Bluey Fancy Restaurant Game, which take players on fun adventures with the loveable and inexhaustible Bluey and her family, and combine the educational value and fun gameplay of Orchard Toys. All are perfect for ages three-plus.
* The Insight Family, Sept 2024 – Aug 2025
** Bluey is the #3 property in Pre-School toys with sales +24% in the UK (YTD June 25)
TOMY GAMES
01392 281927 | ukcustomerservices@tomy.com
Tomy Games is launching an exciting lineup of licensed titles, high-energy party games and reimagined classics to inspire repeat play.
Following a new licensing agreement with All3Media International, Tomy is launching two new titles for The Traitors for AW26. The UK 2nd Edition of The Traitors Board Game is refreshed with six new adventures, challenging players to use strategy, bluffing and social deduction to uncover the hidden Traitor.
The action continues with One Night of The Traitors, a standalone, event night experience featuring high-energy missions, deception, and dramatic reveals, culminating in a final vote using the game’s unique convertible vote box – ideal for parties or themed game nights.
Tomy’s AW line-up also features tactile, high-energy games designed for instant shelf appeal. Splatterbrain, launching in August, is a game of goo and giggles where players reach into a slimy zombie head to retrieve face and body parts across three play modes, combining sensory fun with silly surprises for laugh-out-loud gameplay.
Donut Dunk lets players toss, match and dunk their way to sweet victory in a fast-paced electronic card game, matching frosting colours and dunking cards on an electric flashing donut.
Adding a fresh twist to the much-loved Articulate! brand, Articulate! Under Pressure features an electronic game unit with lights, sound effects, and a voice-led personality that reacts as you play.
uksales@justplayproducts.com
This year sees Just Play enter the puzzles market with a partnership with Lego to distribute the burgeoning collection of Lego-themed puzzles that promise to build a whole new category in the games and puzzles aisle.
From summer, puzzle fans can spend a few mindful moments piecing together an array of beautiful new Lego Puzzles. A fantastic entry point into the range are the 100-piece Minifigures Blind Bag Puzzles – each builds a 7x12in LEGO minifigure character. Based on the traditional jigsaw, these collectable blind bags will be perfect pickme-up treats, stocking fillers or party bag favourites.
With Lego fandom spanning the generations, there’s a wide selection of other puzzles for Lego fans and avid puzzlers to add to their collections too. The 300-piece Oversized Piece Puzzles have larger pieces to handle and four assorted titles to collect, while the 500-piece Minifigures Collage Puzzles have intricate images of crowds of minifigures to master.
For bigger builds, the 1000-piece puzzles will set a challenge with titles such as Lego Icons Puzzles with images of favourite Lego builds, as well as four 1000-piece Botanicals Shaped Puzzles that create fantastic, impressive Lego floral displays. Built to last, each puzzle pieces together with the satisfying Lego “click” and comes with a poster to display.
Families who loved Simon Jump Game Mat will be excited to hear of Just Play’s extended partnership with Hasbro to put a new spin on their favourite games. Bop It! Jump Game Mat reimagines the classic 90s game, with a modern, active play twist. Players must follow commands, using their feet to Bop It, Slide It, Split It on the interactive floor mat. This fun new way to play will improve memory, promote physical fitness and support hand-eye-foot coordination.
ONE FOR FUN
sales@oneforfun.com
www.oneforfun.com
One for Fun is constantly adding line extensions to the highly popular Muddle Puzzle range.
Time Shock continues to be a bestseller. A frantic wind-up beatthe-clock game, all the shaped plastic pieces must be inserted into the correct slots before the timer expires and throws them all into the air. A tray in the side houses the pieces and scoring pegs, making it an ideal travel game. For those Pushpopper lovers, try to beat your best time with the Time Pop Light up Pushpopper game with five different game plays.
The Metallic Muddle Puzzle Triple Pack is perfect for puzzle lovers who like a challenge. A great gift item, the set includes three metallic pieces, each with its own unique design and difficulty level. The first puzzle is a 3x3 cube, which requires careful planning and strategy to solve. The second puzzle is a star infinity puzzle, which is more complex and requires a bit more patience to complete. Finally, the third puzzle is a hexagon puzzle, which is perhaps the most challenging of them all. The Metallic Muddle Puzzle is also offered as a single item, the classic 3 x 3 cube with metallic colours on each side. For on-the-go play, choose the Metallic Muddle Puzzle keyring.
Plus there’s all the classic games from marbles, snakes and ladders, chess, draughts, dominoes and everything else in between
These newer items complement the existing range, which includes the Muddle Puzzle Space Polygon; these infinite puzzles can be opened up, turned and twisted to various shapes showing off different space scenes as you move around the puzzle. The Muddle Puzzle Star starts as a star shape and features different colour patterns on each side, again made mostly from paper and card. Want to baffle your brain even more? Try the Double Muddle Puzzle or buy a mini muddle puzzle for fun when out and about.
There’s lots of great fidget toys to complement the existing Muddle Puzzle range: an updated version of the classic puzzle fiddle square, nine squares with different colours and designs to be shuffled and sorted quickly so they all show the same matching colours on each side. Re-imagined to offer a new challenge but still with that addictive play value. Available in rainbow and solid bright colours, along with mini and double versions.
01752 349766 | vrdist.co.uk/hello
Magical Athlete is a chaotic, laugh-out-loud racer where players draft bizarre competitors with wildly unfair powers, then watch the track turn into pure mayhem. Quick to teach, quick to play, and built for big reactions.
MAGMA GAMES
matteo@magmagames.com | www.magmagames.com
Magma Games is an Italian publisher specialising in party and social games designed for a mainstream audience.
Its focus is simple: creating games that are easy to learn, easy to explain and fun to play from the very first round.
The first games launched in Italy were a commercial success, and today its catalogue is available in major retail chains and bookstore chains across the country, with more than 100,000 copies sold. This success has been achieved through a catalogue of games that combine strong shelf appeal, accessible gameplay and packaging designed for impulse purchases and gifting occasions.
Our catalogue includes adult party games such as Truth Or Dare, a card game for teenagers and young adults inspired by the worldfamous party game and reimagined with a spicy twist.
Another popular title, WTF Am I?, takes the popular headband guessing game format and adapts it for adults and young adults.
Kokkuri is a Japanese spirit board inspired by the Ouija board and based on a traditional Japanese folklore game used to communicate with spirits. It is particularly appealing to fans of anime, manga and Japanese culture.
Build-A-Game is a creative kit containing every blank component needed to create a board game from scratch. Cards, boards and components can be customised using virtually any type of colouring material, making it ideal for aspiring game designers, educators and teachers.
At UK Games Expo, the company says it received encouraging feedback from buyers, distributors and retail professionals looking for products that can appeal beyond the traditional hobby gaming audience. Many highlighted the importance of games that require minimal explanation, offer immediate engagement and work well in gift shops, bookstores and general retail environments.
As Magma Games continue to expand internationally, the team is actively seeking distribution and retail partners in the UK and other English-speaking markets.
THE MYSTERY AGENCY
info@themysteryagency.com themysteryagency.com
The Mystery Agency has added to its range with the launch of The Robber’s Grave. The latest creation from award-winning playwright Henry Lewis (The Play That Goes Wrong, and soon to star in Marvel TV’s VisionQuest), the new game takes players on a gothic mystery adventure as they uncover the fate of long-buried gold bullion stolen in an 1893 heist.
The Mystery Agency produces escape rooms in a box to play at home or anywhere. Each box contains authentic physical objects and beautifully designed documents that players must investigate to solve a challenging sequence of clues to open locks and piece together the information to solve the main mystery.
The Robber’s Grave will offer extensive game play at a value price point, perfect for Escape Room beginners who want to challenge themselves. Follow clues towards a London cemetery to find where gold and truths are buried, the game is jam-packed with artefacts and cerebral puzzles to solve and decode. The new game provides 1-2 hours of absorbing gameplay for players aged 14-plus. It is also 100 per cent plastic free with approx 50 per cent recycled material.
The Robber’s Grave joins three other escape room style games in The Mystery Agency collection; The Vanishing Gambler, The Ghost in the Attic and The Balthazar Stone.
With the sale of unsafe toys still rampant on online marketplaces, the British Toy and Hobby Association brought its ongoing campaign against the sale of unregulated toys to Parliament in June. Sponsored by Clive Jones MP, the Liberal Democrat MP for Wokingham, and former BTHA Chairman, politicians, campaigners and influential figures from across the UK toy industry came together to forge a path towards a safer, more regulated future
This situation has gone on for too long. Online marketplaces must be held accountable
“
Clive Jones MP, Liberal Democrat MP for Wokingham
The British Toy and Hobby Association (BTHA) brought its campaign against counterfeit toys to Parliament in June, ratcheting up pressure on lawmakers to close loopholes allowing unscrupulous vendors to sell unsafe products to families across the UK through online marketplaces.
Sponsored by Clive Jones MP, the Liberal Democrat MP for Wokingham, and former BTHA Chairman, the event was well attended by politicians, the BTHA team, and influential figures from across the UK toy trade, including: Jacqueline Taylor-Foo, General Manager, UK Ireland for Jumbo Group, and Fence Club Chairwoman; Geoff Sheffield, Commercial Director International, The Entertainer, and Chairman, The Toy Retailers Association; and Yogi Palmer, Managing Director, Toymaster. The Toys n Playthings team was among the invited media.
Jones, who enjoyed a long, successful
career in toys before pursuing a calling to politics, opened proceedings by backing the BTHA’s ongoing work to end the sale of unsafe toys.
“As the BTHA has evidenced since 2018, many consumers are unaware that online marketplaces are not currently responsible for ensuring the safety of products sold by thirdparty sellers. This has enabled illegal and unsafe products to enter the UK market,” he said.
“As a former Chairman and President of the association, I am really proud of the work the BTHA has undertaken to raise awareness of the issue amongst politicians, policymakers and the media. The association has played a major role in driving this agenda forward and protecting both children and responsible businesses.
“Our greatest concern must always be the impact on children and their families,” he added. “Parents rightly expect toys sold in the UK to be safe,
yet many remain unaware of the risks they may face when they purchase products through online marketplaces.
“For responsible toy companies, the consequences include: higher costs to meet safety requirements, higher costs in ethical sourcing and production, loss of sales to unsafe products imported from unregulated markets, reduced profits and investment opportunities, and reputational damage to the wider toy industry.
“This situation has gone on for too long. Online marketplaces must be held accountable for products sold through their platforms, and all businesses supplying toys in the UK should be held to the same standards.”
Roland Earl, BTHA Director General, echoed these sentiments, calling it the “biggest threat to the responsible toy industry”.
Since 2018, the BTHA has investigated the sale of unsafe toys on online marketplaces. Its most recent investigation is its most damning: a staggering 86 per cent of the 90 toys bought from seven online marketplaces – AliExpress, Amazon, eBay, Shein, Temu, TikTok Shop, and Wish – failed testing to a safety standard making them unsafe. A further four per cent failed on legal labelling requirements.
Within this sample, 10 of the toys looked similar to those in previous BTHA reports or recalled and listed on the UK Product Safety Database, with two also being sold by the same third-party sellers. All 10 toys failed testing again.
“We’ve been sharing these findings with government ministers, officials, regulators, media, consumers and the online marketplaces themselves,” Earl said, thanking government officials for their response and action to date.
“After so many years of campaigning we were pleased to see the passage of the Product Regulation Metrology Act, which gives the government powers to introduce new legislation for online marketplaces. I’d like to thank the government for acting quickly in coming to power to address this wellevidenced loophole in existing product safety legislation.
“While the progress is good, the detail still needs to be decided and that’s currently being consulted on with all stakeholders, including ourselves,” Earl added.
“Closing the loophole is a very necessary thing. Not just for businesses, not just for retailers, but for children and families to ensure the biggest source of dangerous and unsafe product is tackled effectively for all our benefit.”
Samantha McCarthy, a mother and toy safety campaigner, brought the reality of unsafe toys into stark relief, bravely
sharing the account of how her daughter was hospitalised after ingesting magnets that came loose from an unregulated toy. Thankfully she recovered with medical intervention.
McCarthy said that the ordeal had left her family traumatised, and that she felt her home had become a “minefield”.
“I wish I wasn’t stood here today and that it had never happened,” she said. “My children now won’t ask for anything for Christmas or birthdays because of the fear that it could kill someone in our house.”
“
McCarthy has been campaigning ever since the family’s ordeal, appearing across the media to share her first-hand experience and the importance of toy regulation..
“I can walk into a toy shop and know that what I buy has been regulated and checked,” she said. “Why can’t it be the same for online platforms. We’re paying them to deliver unsafe products to our doorsteps. Are you buying a life sentence or a moment of joy?”
A keynote speech delivered by Kate Dearden MP, the (Coop) MP for Halifax, and Minister for Consumer Protection, set out the government’s ambitions and intention for closing the gap in legislation for online marketplaces to level the playing field and better support businesses complying with UK rules, and to protect consumers.
She said the issue is a “key priority” for her and the department, stressing that there is a real need to “rebalance the playing field” in support of responsible, law-abiding businesses both on the high street and online.
“The safety of the products we buy and use matters to every individual, family and business across the UK,” she said. “Our ambition is for everyone to have confidence that the toys and products that they buy will be safe, and support growth and give
Our ambition is for everyone to have confidence that the toys and products that they buy will be safe
Kate Dearden MP, Minister for Consumer Protection “
businesses the incentives that they need to invest.”
Dearden admitted that while 2.6 million non-compliant goods were seized at the border in 2024 and 2025, more must be done.
“Despite the law being clear that products must be safe before being placed on the market, we are seeing far too many dangerous products for sale on online marketplaces and reaching the hands of UK consumers,” she said.
To that end, a package of new reforms and frameworks under the wider UK Product Safety Regulation will aim to provide a “simpler, more effective enforcement framework” to enforce proportionate action and penalties, and ensure that regulations keep up with the rate of change in modern supply chains and marketplaces.
“By delivering this programme of reform, we are responding to long-standing calls to action from businesses, including the BTHA and its members, and I thank you all for that,” she said.
The department will also work towards more specific toy safety rules, she added.
“We are preparing a call for evidence on toys to help us best consider whether to adopt a similar approach to the EU’s updated toys regulation,” she said, adding that there would also be trade benefits to aligning more closely with the EU’s approach to toy safety.
Dearden closed her keynote with a call to action for the industry.
“Keep giving us your views and experiences, as harrowing as they might be. We need to hear about them to build into exactly how we fix product safety regulation and make them much better, more resilient, and fit for the world we now live in and the future,” she said. “We want your input to get these changes right so that consumers are better protected and businesses can operate in that fair playing field that stimulates growth and innovation.”
Kidults now account for a third of global toy sales. How are toy companies reacting to this shift, what’s driving it, and is it a passing fad or a natural evolution of the market? We asked leading suppliers to find out
The toy market is growing up. Sales for children 10 and under are declining, while toys purchased for and by kidults aged 15-plus continue to climb. The kidult segment now commands nearly 20 per cent of total toy sales, and their spend has more than doubled (up 111%) since 2020, overtaking the older kids segment of 10 to 14 years.
Frederique Tutt, Global Toys Industry Advisor at Circana, says the global toy industry “is not just growing – it’s transforming”, with play extending far beyond childhood as a form of entertainment, community, identity, and simple fun. This is all good news for the toy trade, Frederique says, giving suppliers and retailers a much broader customer base to cater to.
Many kids are going straight from being kids to kidults, so our belief is that it there will be continuous growth of the sector
Chris
Burt
Head Designer Bladez
Toyz
“The result is new demand across age groups and geographies, creating a more dynamic and resilient global toy market,” she adds.
“That is very much in line with what we are seeing,” says Abel Dzienciolski, Founder of Ancory Toys. “The growth of our model kit and collectible business, particularly with licensed brands such as Transformers and Evangelion, demonstrates that kidults are becoming an increasingly important part of the toy market.
“For many consumers, toys are now another form of entertainment, selfexpression and collecting. Kidults are more comfortable displaying products at home, sharing their collections online, and spending on brands and characters that have personal meaning to them.”
It’s the same story in nearly every category in the toy industry. Nostalgia, fandoms and escapism are attractive outlets for a growing number of adults.
“We have seen a significant increase in demand from older consumers across many of our plush collections,” says Zara Grindrod, Brands, International and New
Business Director, at Rainbow Designs. “Character-led soft toys are no longer seen solely as children’s products; they have become collectibles, gifts, lifestyle accessories and sources of comfort and emotional connection.
“Classic Paddington remains one of our strongest performers with adult consumers, thanks to its timeless appeal, collectability and strong emotional connection across generations. More recently, Pembe the Pink Cat has attracted significant interest from tweens and young adults.”
But adult interest in toys is not so new, says Lee Crocker, Country Manager UK and Ireland, Cobi Toys.
“The growth of the kidult market is certainly reflected in our business, although I would stress that adult engagement with toys and collectibles is not a new phenomenon. Enthusiasts have been building and collecting for generations,” he says.
“What has changed is that the industry has become much more effective at identifying and defining this audience segment. Brands and product ranges that may once have been considered niche or ‘geeky’ are now recognised
What is the driving force behind demand for kidult toys?
“I think nostalgia was the main driver previously but that’s changing. Vintage toys from the past are finite and the lessening appeal of ‘retro’ brands that have been overplayed mean kidults are open to new IPs and brands – gaming brands are a good example here.”
Chris Burt, Bladez Toyz
as a significant and valuable consumer category.”
Chris Burt, Head Designer, Bladez Toyz, says the real shift has less to do with consumer desires, and is more about the way the industry is responding.
“It was previously more about buying old toys from childhood on auction sites,” he says. “Now that new designs are targeting adult collectors and successfully combining nostalgia with innovation, it’s a growing market. Meanwhile, many kids are going straight from being kids to kidults, so our belief is that it there will be continuous growth of the sector.
“Collectors have accounted for an increasing proportion of our sales over the past few years on certain brands, such as Harry Potter, and it’s definitely our expectation that this will continue to grow.”
What is the driving force behind demand or kidult toys?
‘‘There is no single hook. The most successful products usually combine several of these elements. Nostalgia can generate the initial interest, and a strong licence provides recognition and emotional connection. Collectability is particularly important because it creates an ongoing relationship between the consumer and the brand. We also see a strong crossgenerational element. This shared enthusiasm makes licensed toys more relevant across the whole household. Ultimately, the best hook is emotional connection combined with a product experience that justifies the purchase.’’
Abel Dzienciolski, Ancory Toys
“ ”
Retailers are increasingly looking for products with broad demographic appeal, strong gifting credentials and proven collectability
Zara
Grindrod, Brands, International and New Business Director Rainbow Designs
has been instrumental in defining and growing the kidult category, the phenomenon extends far beyond traditional toys. Many brands and product ranges that appeal to adult enthusiasts sit within the gift, hobby and collectibles markets rather than just within the toy market itself.”
Zara, who says Rainbow sees the shift as a “natural evolution of the toy market rather than a passing trend”, agrees.
With demand from kidults soaring, the entire process of bringing a toy to market is moving quickly to adapt. From ideation and product design, to positioning, marketing and licensing, toy companies are redefining who their target audience is and how best to serve them.
One thing they all agree on is that the growth of the kidult market is not a flash in the pan.
“Our products naturally align with this trend due to both the genre we operate in and the complexity of the build experience, which appeals strongly to adult consumers,” says Lee. “As a result, we expect the kidult segment to remain an important growth area, driven by continued demand for premium, collectible and highly engaging products.”
But it’s not just toys that are driving the phenomenon, he says.
“While the toy industry
“Today’s consumers are embracing their interests and favourite characters for longer, while the boundaries between toys, gifting, collectibles and lifestyle products continue to blur,” she says.
“The rapid growth for the kidult market has certainly influenced the way we design, position and market some brands and products, although not across the board,” says Chris. “Having both kid and kidult appeal naturally broadens the target audience, and we consider this when developing ranges and marketing strategies.
“Our Make Your Own kits, particularly on Harry Potter and Minecraft, work equally well for kids and kidults alike for example. Anyone who loves those worlds will enjoy them regardless
What is the driving force behind demand for kidult toys?
“There is not one single driver; it’s often a combination of factors. Nostalgia remains incredibly powerful, particularly for brands such as Paddington, Mr. Men Little Miss, and Guess How Much I Love You. However, collectability, emotional connection, gifting opportunities and social media influence are increasingly important. Consumers are looking for products that reflect their personality, evoke positive memories or simply make them smile, which is why character plush continues to perform so well.”
translate into the kidult space.”
Abel says the company is now thinking as much about the consumer experience as what’s in the box, and the differences in how older consumers shop for themselves as opposed to kids.
“They consider the quality of the sculpting, decoration, articulation, assembling, packaging and overall presentation. They also compare products, watch reviews and expect the final item to deliver against what they have seen online,” he says.
“From a design perspective, this means focusing on authenticity, detail, display value and satisfying interaction. Products must look good both inside and outside the packaging.
“From a marketing perspective, we
become much more effective at identifying and defining this audience segment
Lee Crocker Country Manager UK and Ireland
”
Zara Grindrod, Rainbow Designs
place greater emphasis on strong photography, video content, transformations, assembly demonstrations and closeup product details. For this consumer, content is not simply advertising, it is part of the research and purchasing process.”
At Cobi Toys, the kidult audience has taken the team back to the drawing board to ensure the quality, authenticity and complexity of its products are evolving alongside expectations.
“From a design and manufacturing perspective, this has led us to develop more sophisticated products, adopt specialist techniques and explore new materials and production methods,” he says. “It has also encouraged us to expand into new markets and categories with products that appeal to different consumer interests and levels of engagement.
“Our military range remains our bestselling category within the kidult market. It naturally aligns with this audience. But we are also seeing strong growth in other categories, where sales have been extremely encouraging. Products that tap into nostalgia and retro themes, combined with exceptional attention to detail and quality, continue to resonate strongly with adult consumers.”
The growth of the kidult market has also impacted what retailers and buyers are seeking. The opportunities for retailers to cross-merchandise, entice a wider customer base both in store and online, or branch out into new product categories entirely, are opening new doors for suppliers.
Lee jokes that while retailers sadly “do not have expanding walls”, and therefore space remains at a premium, “retailers are certainly showing increased interest in kidult ranges”.
“As Cobi is still relatively early in their development in the UK, we are seeing growth not only within our core market, but also with the toy market and outside of it.”
Chris agrees: “There’s more of a deliberate focus across retail to make space for kidult brands this year and yes – that creates opportunities that wouldn’t have existed two or three years ago.’’
Zara says “retailers are increasingly looking for products with broad demographic appeal, strong gifting credentials and proven collectability”. The result is a wider net for the Rainbow team across card retailers, garden centres, tourist destinations, and many more.
Abel is seeing greater success in retailers who traditionally focused on the younger end of the market, and says depth of range is becoming increasingly important.
“A single product may create initial interest, but multiple characters, waves and price points help build a sustainable category,” he says. “The growth of kidult has certainly opened opportunities outside traditional toy retail. Products can now be relevant to specialist collectors, comic and gaming stores, gift retailers, entertainment retailers, bookstores, department stores and online marketplaces.
“This is one of the most exciting aspects of the sector. Kidult products do not need to remain confined to the traditional toy aisle. When the product and licence are right, they can sit naturally within entertainment, gifting, lifestyle and pop-culture environments.”
“The
Carl Sharman, Director of Wargames Workshop in Milton Keynes, has spent decades building a community space rather than just serving customers. He explains why experiences and shared passions are just as important to adult hobbyists, TCG players and role-players as the products on the shelves, the explosive growth of kidult spend, and the exciting opportunities that lie ahead for the hobby gaming market
Carl, your business has been serving what we now call kidults long before marketers dreamt up the moniker. Have you seen the same growth in spend from adult hobbyists and collectors that the rest of the market is now experiencing?
We have, and what’s interesting for us is that adult hobbyists have always been
at the heart of our business.
Long before the term ‘kidult’, we were serving customers who were spending their leisure time enjoying their passion for gaming, collecting, painting – and the social community it had started to create – from the late 1990s. What we’ve seen in recent years is that these hobbies have become far more mainstream.
Adults are increasingly looking for meaningful leisure activities that offer real-world outlets for their creativity, social interaction, and a break from online life. As a result, spending has grown across categories such as trading card games, miniatures, board games and collectibles.
Wargames Workshop has developed some impressive gaming and community spaces. How important is that third-space experience to your success?
The community space is the core of what we do. We don’t
We don’t see ourselves as simply a retailer; we’re a place where people come together, offering a safe and supportive environment to relax and meet
people who share their interests
”Carl Sharman, Director, Wargames Workshop
see ourselves as simply a retailer; we’re a place where people come together, offering a safe and supportive environment to relax and meet people who share their interests.
Many customers may not have found groups that share their hobbies, so providing a welcoming environment where people can meet, play, learn and connect creates enormous value.
When somebody learns a new game in-store, joins a regular event, paints miniatures with friends, or simply spends an evening socialising, they’re building relationships with both the hobby and the community. That naturally drives loyalty and repeat visits because customers feel they belong here rather than simply shop here.
At a time when consumers can buy almost anything online, what advantages does a specialist hobby retailer have, and what role does the in-store experience play in driving footfall?
Online retail offers convenience, but it cannot replicate expertise, community or experience. Our team are hobbyists
themselves. We can teach a game, recommend products, help build an army list, explain card formats, run tournaments, or introduce customers to new players and games. Those are things that simply don’t happen through a checkout page.
The in-store experience is a major driver of footfall. Customers can try games before they buy them, attend events, join leagues, participate in painting sessions, or simply spend time with friends. The physical retail experience becomes part of the hobby itself, which creates a far stronger relationship than a purely transactional purchase does.
Beyond core categories such as trading card games and miniatures, what does your wider retail offering look like?
Our wider retail offering is extremely important as ranges have grown and now overlap in so many ways. Accessories such as sleeves, deck boxes, binders, paints, brushes, and hobby tools are significant categories for us because they support and help deepen customers’ enjoyment of their game or hobby. These are products that players and collectors return for regularly.
Alongside our core gaming categories, we stock a broad range of board games, licensed collectibles, anime and manga products, Gundam model kits, figures, plush toys, Gashapon collectibles, and other hobby-related merchandise.
We find customers often discover new interests through these adjacent categories, helping us create a destination retail experience rather than a single-category store.
How much of your customer base is made up of active players versus collectors, and have you noticed any changes in customer behaviour over recent years?
The majority of our customers are active in their hobbies, whether that’s playing games, painting miniatures or attending organised events. However, the collector market has grown significantly over recent
years, particularly within trading card games and licensed collectibles, making our customer base much more of a mix.
We’re increasingly seeing customers who enjoy both aspects. They may collect sealed products, rare cards, or limited-edition figures, while also actively participating in organised play.
In response, we’ve expanded our store events and introduced services directly to support collecting, like hosting thirdparty card traders and running events linked to these new services.
Which games, brands or categories are performing particularly well at the moment, and what do you think are set to grow in popularity?
Trading card games continue to perform exceptionally well, particularly Pokémon and Magic: The Gathering, while newer games such as Disney Lorcana and Star Wars: Unlimited have successfully attracted new audiences to the hobby.
Miniatures gaming remains strong, led by Games Workshop’s Warhammer ranges, while board gaming continues to benefit from a growing audience looking for social entertainment away from screens.
Looking ahead, I expect we will continue to see growth in collectible products, organised play programmes, beginner-friendly hobby ranges, and experiences that bring people together in person. Customers increasingly value social interaction and shared experiences, which positions hobby gaming very well for the future.
Finally, what excites you most about the future of hobby gaming retail, and where do you see the biggest opportunities for growth?
What excites me most is the expanding gaming and collecting communities, and seeing what new areas that leads the business into.
The biggest opportunities lie in creating experiences rather than simply selling products. Customers are looking for places where they
Wargames Workshop has a fully licensed bar called The Gamers Rest, opened to give its community another space in which to relax and spend time with like-minded people.
“Rather than treating food and drink as an afterthought, we wanted to create an environment where customers could settle in for an entire evening or even a full day of gaming,” says Carl. “Good coffee, food, snacks and a licensed bar help transform a gaming venue into a genuine social destination.
“The goal has always been to support the community experience and make spending time with us more enjoyable, whether you’re attending a tournament, meeting friends for board games, or simply relaxing between hobby activities.”
When“people describe themselves, they used to just tell you their job or the sport they played. But now they’re happy – and even excited – to share that they game or collect
can learn, socialise, compete, create and belong. Retailers who can successfully combine retail, events, hospitality and community building will be best positioned for future growth.
We’re also seeing hobby gaming reach wider audiences than ever before. Trading card games, board games, miniatures, anime and collectibles are becoming increasingly mainstream, introducing entirely new generations to our products and services.
”
Carl Sharman, Director, Wargames Workshop
For businesses like Wargames Workshop, that’s incredibly exciting because the market is still growing, and there are more opportunities than ever to build communities around shared passions. When people describe themselves, they used to just tell you their job or the sport they played. But now they’re happy – and even excited – to share that they game or collect, and that to me is truly exciting!
0800 102 6885 | uksales@justplayproducts.com justplayproducts.com
Among Just Play’s wealth of brands is a host of cool toys that are perfect for kidult audiences.
Happy Haul blends pop-culture favourites with mystery plush, figures, and more. Collectors and fans have loved unboxing these limited-drop, mystery ranges that capture the joy of everyday moments. And there are many new ranges to collect coming from July.
Retro fun is assured with Happy Haul Good Luck Trolls Vinyl Plush Clip-Ons. The Troll Dolls from the 80s are back on the toy shelf, with seven five-inch colourful characters to collect, each featuring a ‘wish stone’ embedded in their tummy. Collectors can discover them all, and enjoy their retro accessories, including a lava lamp, cassette tape, floppy disk and more. Also new are the SpongeBob SquarePants Many Moods Shifts, which join the classic properties already seeing strong sellthrough at retail, such as Peanuts, Harry Potter and Duckalooz.
For quack-tacular kidult fun, there’s a new wave of designs and formats joining the Duckalooz collection that will have every duck collector clearing a space on their shelf. The new Disney Duckalooz assortment is packed with pocket-sized, dressed-up duck collectibles inspired by beloved Disney and Pixar stories. Collect stylised versions of Pocahontas, Winnie the Pooh and Woody, to name but a few.
Tiny Nightmares is the horror-inspired lifestyle IP that puts a dark twist on collectibles. New for AW26 is a third wave of three-inch figures with killer features and ‘terrifeyes’ that hold reflections of their victims. Baby Face, Billy the Puppet from Saw, and Freddy Fazzbear are not to be missed.
A new format for Tiny Nightmares is the Terror Clips – seven vinyl plush horror movie characters are waiting to be unboxed. Fans can clip them to bags and carry around their creepy fandom. The Perch’d Wearable Plush are fun, too. These 3.75-inch horror characters sit atop the shoulder, with the help of concealed magnets. Or for fun on a larger scale, there are the 10-inch Terrif-Eyes Collector Plush, each with foil painted eyes displaying victims in their final moments.
RAVENSBURGER
01869 363800
sales@ravensburger.com
Danger blooms in Set 13: Attack of the Vine!, the next set for the Disney Lorcana Trading Card Game.
Prepare for 100 per cent Organic Panic! This next Disney Lorcana Trading Card Game set is the culmination of a yearlong storyline and features glimmers from Pixar’s Up, Monsters, Inc., and Turning Red. Attack of the Vine! is set for prerelease on 17 July in game stores and select Disney Parks and stores, and then available everywhere on 24 July. Attack of The Vine! Prerelease Boxes are back at local game stores to support the new set launch, having been successfully introduced for Set 12: Wild’s Unknown. Fans can enjoy six booster packs, four themed dice, one of six
“Adventure awaits in Lorcana as the realm grapples with the implacable threat of the Vine that’s grown completely out of control,” says Nicole Smith, Senior Narrative Designer at Ravensburger. “Now that the Vine has soaked up all of the magical ink from the flood Illumineers experienced in earlier sets, it’s an extremely powerful adversary that will take a lot of teamwork to thwart”
New Attack of The Vine! Booster Boxes each contain 24 Disney Lorcana Booster Packs, offering players and collectors an exciting opportunity to collect, enhance their decks, or even build new ones. These boxes are perfect for discovering new cards, refining strategies, trading with friends, and unleashing the power of players’ favourite
The Illumineer’s Trove is the perfect way to kickstart a Disney Lorcana collection. The ultimate treasure for both collectors and players, the Illumineer’s Trove includes a full art storage box with seven card dividers to keep your cards safe and organised by ink. Inside, you’ll find eight booster packs to expand your collection, along with six inkthemed dice, one for each ink, to help track character and location damage. A
RAINBOW DESIGNS
01329 227300 | rainbowdesigns.co.uk
In a world where comfort and connection are increasingly valued, it’s easy to see why plush continues to win the hearts of kidult consumers. From nostalgic favourites to emerging social media sensations, Rainbow Designs offers a heartwarming collection of character-led soft toys that bring joy, comfort and collectability to consumers of every age. Now available is the adorable new Pembe the Pink Cat collection, a character inspired by positivity, emotion and selfexpression. Designed to spread happiness and encourage individuality, the
range features six collectible 15cm plush toys, six plush keychains and two super-soft 23cm cuddly plush characters. Each collectible is paired with an uplifting affirmation such as ‘Be You’, ‘I Miss U’ and ‘Hug!’, making the range particularly appealing to tweens, young adults and anyone looking for a thoughtful gift with a meaningful message.
Celebrating 55 years of fun and friendship, the much-loved Mr. Men Little Miss brand continues to delight fans of all ages. Rainbow Designs’ colourful collection captures the enduring charm of these iconic characters, featuring
The range includes collectable soft toys, plush keychains and oversized cuddly cushions.
There is something undeniably special about reconnecting with characters who have stood the test of time, and Rainbow’s best-selling Classic Paddington Collection remains a cherished go-to, for all ages, from children to collectors. From the sweet simplicity of the Cuddly Paddington and Paddington in a Union Jack Gift Bag to the delightful detail of the Traditional Collector Paddington and the Classic Paddington with Boots and Suitcase, these plush tributes to the nation’s favourite bear captivate generation after generation
Adding a contemporary collectible twist is the irresistibly cute Cutydoos range. Featuring eight adorable animal characters – Koala, Bear, Panda, Fox, Husky, Rabbit, Cat and Dog – these super-soft plush companions are instantly recognisable thanks to their sparkling glitter eyes and charming expressions. Available as both soft toys and plush keychains, Cutydoos taps perfectly into the growing demand for pocket-sized collectibles and character-led accessories.
CRAFT BUDDY
trade@craftbuddylitd.co.uk | craftbuddyltd.co.uk
Craft Buddy’s award-winning Crystal Art range and new Li’l Worlds miniature collectibles reflect the growing appetite from kidults for creative, display-led hobbies inspired by globally recognised entertainment properties.
Designed to combine crafting with collectability, Li’l Worlds taps into the rising popularity of miniature worlds, décor hobbies
50 years after the character’s launch in 1974. The rise of kawaii culture, lifestyle collectibles and social media-led trends has introduced the brand to a new generation of Gen Z fans, while older audiences continue to embrace its nostalgic charm and emotional familiarity. Craft Buddy’s Hello Kitty and Friends range including the 2026 Crystal Art Sticker Album, Buddies, Bag Charms, Scrolls and Cards Kits meets this cross-audience appeal.
Toy Story continues to connect emotionally with adults who grew up alongside Woody and Buzz Lightyear, while introducing the characters through parents sharing the franchise with their own children. Craft Buddy’s Toy Story Crystal Art collection includes Buddies and Bag Charms inspired by fan-favourite characters.
Star Wars attracts long-standing fans while inspiring new generations discovering a galaxy of crafting with a Crystal Art range spanning
the 2026 Mandalorian and Grogu Duo XL Buddies Kit, evergreen Buddies, XL Buddies, Scrolls and Cards Kits featuring iconic characters from across the saga.
Celebrating 100 years of Disney storytelling and featuring beloved Disney-Pixar characters, Craft Buddy’s award-winning Disney D100 Crystal Art Sticker Album highlighted the enduring appeal of collectible, nostalgia-led crafting. Building on this continued resonance across formats – Craft Buddy’s Disney-Pixar Advent Calendar (launched online 2025), will be available at retail for 2026.
BLADEZ TOYZ
023 9265 3104
charlotte@bladeztoyz.co.uk www.bladeztoyz.co.uk
Building on its reputation for innovative RC products and powered by a passion for big-kid fun, Bladez Toyz is preparing for an exciting autumn/winter season with a range of new launches designed to appeal to both children and kidults alike.
Leading the charge is the next evolution of Hot Wheels RC – the Drift n Fly RC Drone. Taking play from the streets to the skies, this innovative vehicle starts life as a high-speed drifter before transforming into a fully functioning drone at the flick of a switch. Packed with the fan-favourite features that made the original Hawk such a success, including 360-degree flips, LED lights, auto-hover and multi-speed control, the Drift n Fly RC delivers excitement both on the ground and in the air. Durable enough to handle crashes and bumps while maintaining its sleek Hot Wheels styling, it offers exceptional value and is set to become a must-have gift for RC enthusiasts of all ages.
Completing the collection is the RPM Pro Series 1:43 RC Drifting Car, a compact racer that delivers serious performance. Engineered for enthusiasts, this rallystyle vehicle features a striking LED light array, precision 5-wire servo control, true 4x4 drifting capability and a professionalgrade racing controller. Despite its small scale, it offers an authentic drifting experience and exceptional handling, making it perfect for both display and play. Packed with premium details and built for performance, this is a racer designed to impress both collectors and RC enthusiasts alike
Joining the line-up this autumn/winter is another exciting addition to the Bladez RPM range – the high-performance 1:16 scale RC Hurricane. Designed for off-road action, this rugged speed machine features oversized wheels, real working suspension and impressive power, reaching speeds of up to 30km/h. Combining a lightweight body shell with a fierce oversized spoiler, the Hurricane is built to tackle challenging terrain while delivering the adrenaline-fuelled thrills RC fans crave. Stylish, powerful and packed with attitude, it’s set to be a standout performer in the range.
With innovation, creativity and fun at the heart of every launch, Bladez Toyz is set for a standout 2026. From high-speed drifting and airborne adventures to
0161 633 9800 sales@charactergroup.plc.uk character-online.com
Character Options has an abundance of collectibles for the growing kidult movement.
Say hello to MagMiMi, the mystery plush collectibles with a magnetic personality. Every MagMiMi comes inside its own custom metal display tin – perfect for posing, storing, and showing off your collection. Each one features a super-soft cuddly body, a smooth stylised roto-cast head, built-in magnets in every limb, and a premium metal keychain. Wear them, stick them, link them – there’s no wrong way to play! Collectors can pop them onto their finger, snap them to the fridge, clip them to their backpack, or connect them together to create a cute plush parade.
There are nine adorable MagMiMi friends to collect in series one, which will be launched with a supersized marketing drive to include TikTok YouTube, Meta and a huge influencer outreach programme.
Then get ready to dive into a world of endless fashion inspiration with the Kimmon OOTD Series. This latest offering from Kimmon reimagines the beloved characters in a variety of trendy, everyday outfits, from cozy sweaters and stylish overalls to chic hoodies and sailor dresses. Seven stylish outfits mean a new OOTD look from Monday to Sunday, with each plush doll being a tiny fashion icon, perfect for collectors, fashion lovers, and anyone who loves to curate their own unique style.
Kimmon fans can also step into a whimsical world with the Kimmon Dream Maker Series. These adorable plush blind boxes feature six unique bunny-themed characters, each with their own distinct angelic or devilish charm. Or, why not unleash the Colourful Chaos with Kimmon Colour Rhapsody a bold, graffiti-inspired world with characters in eye-catching, multi-coloured camouflage patterns.
It’s growing! It’s invasive! It’s alive! Reaching into the sky, the thorny vine sprouts threats of all kinds, from vineling monsters to leafy duplicates of various glimmers. This blooming terror is scary. But why not fight scary with scar y? For sales inquiries, please get in touch with us at sales@ravensburger.com COMING SOON! PRERELEASE July 17
01273 230037
info@paladone.com paladone.com
Paladone offers a wide range of licensed merchandise and display solutions ready to help retailers leverage the growing kidult demand. From accessible impulse buys through to higherend hero pieces, all items can be packaged into custom FSDU displays, making Paladone the perfect choice for getting fan-favourite products onto the shop floor quickly and easily.
Paladone offers a variety of POS options designed to maximise shop floor impact. These curated displays are proven to boost visibility, drive impulse purchasing, and increase sell-through. Retailers interested in seasonal promotions or bespoke display opportunities can contact Paladone directly to explore options suited to their shopfloors
The first key release of note is the highly anticipated fourth instalment of the latest Spider-Man franchise, arriving in theatres this July. As the previous film easily broke into the top 10 highest-grossing films of all time, demand for this licensed merchandise remains consistently strong. Spider-Man is an evergreen property in retail and the world’s most-loved superhero, underpinned by a film franchise that appeals across generations. Available products available include water bottles, alarm clocks and a variety of lighting that will enhance both children’s rooms and gaming spaces.
Not only is Avengers: Doomsday arriving later this year boasting a stellar cast, but Avengers: Secret Wars is set to take the franchise to greater heights in 2027. This extended release roadmap fuels long-term anticipation, making Marvel a reliable category at retail.
Paladone’s Marvel range is designed to support that momentum. The selection will feature Doctor Doom merchandise, including a detailed free-standing or wall-mountable mask light, icon light, comicstyle water bottle, desk mats, character mugs, and playing cards with collectable storage tins. This, alongside traditional Marvel Avengers products like logo lights and LED Neon bulbs that feature the team’s emblem, results in a strong mix of collectable yet practical items, ideal for kidult homes, offices, and gaming setups.
COBI TOYS
07584858978
l.crocker@cobitoys.co.uk cobitoys.co.uk
Other VW Golfs are being launched to complement the range, including: VW Golf (1979-94) Cabriolet in red, VW Golf GTI (1984) Cabriolet in white, VW Golf GTI (1976-83) in white, and VW Golf GTI (1976-83) In yellow. All models are in 1:35 scale, and consist of 65 or 68 pieces
For hobbyists, collectors, and car enthusiasts, there’s something undeniably magical about building a model kit. And when that kit is a tribute to one of the most iconic cars in automotive history – the Volkswagen Golf – it’s undeniably special. For the first time in Cobi history comes a British version of this hot hatch (yes, right-hand drive).
This British VW Golf GTI (1984) is brought to life and will transport you back to the good old days. This model features unique details inspired by the British market, giving it a distinctive character compared with standard versions. The blue body, grille, and retro styling emphasise the sporty yet elegant look of the iconic convertible. Movable wheels with rubber tyres and durable prints, complemented by high-quality stickers, make the model look great on a collector’s shelf.
0207 254 0100 | university-games.co.uk
As the kidult trend continues to gather pace, University Games is bringing together nostalgia, fandom and plenty of competitive fun with a portfolio designed to help grown-ups rediscover the joy of play. From iconic classics to exciting new formats, the range offers screen-free passions and proves that you are never too old for game night.
Leading the line-up is Subbuteo, a true tabletop legend that continues to win over fans of all ages. For many, it’s a chance to relive childhood rivalries and recreate those unforgettable flick-tokick moments, while a new generation of players is discovering the skill, strategy and excitement that have made the game a favourite for decades. The Subbuteo range includes the classic Main Game alongside licensed editions featuring the UEFA Champions League, Liverpool FC, FA England and the Lionesses. And with the FIFA World Cup 2026 capturing the imagination of football fans everywhere,
there’s never been a better time for the Official England Subbuteo Main Game, allowing players to recreate iconic goals and dream up their own World Cup success stories. A wide range of accessories, including player teams, a Training Set and an Electronic Scoreboard and Timer, means fans can build the ultimate matchday experience from the comfort of home.
The football fun doesn’t stop there. University Games also offers a fantastic collection of licensed 3D stadium puzzles and Rubik’s Cube collaborations that bring together sporting passion and brainteasing challenge. Featuring clubs including Manchester City, Arsenal, Chelsea, Newcastle United, West Ham United.
hello@ancory.co.uk | ancory.co.uk
Ancory is expanding its successful Yolopark Transformers portfolio with two highly anticipated launches designed to appeal to collectors, franchise fans and newcomers to model building.
Launching now, Transformers AMK Mini Series Wave 3 brings together a new selection of fan-favourite Autobots and Decepticons in a compact, highly collectable format. The latest wave includes Optimus Prime and Megatron inspired by Transformers: Dark of the Moon, Orion Pax and Bumblebee from the IDW universe, alongside classic Generation 1 characters Ironhide and Ratchet.
The AMK Mini range has been
developed to offer an accessible entry point into the world of Transformers model kits. Each character delivers an enjoyable assembly experience without requiring glue, paint or specialist modelling knowledge. Once completed, the figures offer impressive character accuracy, articulation and display value, making them equally appealing to experienced collectors and consumers purchasing their first model kit.
Their compact scale, recognisable character selection and affordable positioning also make the AMK Mini figures ideal for collecting across multiple waves. Fans can build teams of Autobots and Decepticons, recreate memorable rivalries or display characters from different eras of the Transformers universe together.
Ancory is also introducing the Transformers: Beast Wars AMK Series, featuring Optimus Primal and Dinobot Model Kits. Beast Wars continues to hold a special place within Transformers history, with a dedicated fan base that has grown alongside the franchise since the original animated series.
The Optimus Primal and Dinobot kits capture the distinctive personalities and powerful designs of two of the series’ most iconic Maximals. Both models combine detailed sculpting, strong articulation and an engaging build experience, resulting in striking finished figures..
Together, the new launches demonstrate the breadth of Yolopark’s Transformers offering.
POSH PAWS
01268 567317
sales@poshpawsinternational.co.uk poshpawsinternational.co.uk
Posh Paws’ best-selling gift range for adult plush collectors is the Swizzels Love Hearts collection, which offers a fantastic selection of high-quality, cute eight-inch plush characters that each have a fun, heartfelt or inspiring message embroidered on a plush Love Hearts sweet. The creativeness of Posh Paws loveable characters for an iconic British confectionery brand, make them the perfect plushies for everyday gifting, seasonal and special occasions.
Posh Paws’ new Powerpuff Girls plush collection celebrates the iconic Bubbles, Blossom and Buttercup in beautiful pastel tones, with new 10-inch plush and new plush bag charms that feature the signature bright and bold colours of the original series for accessories that make a statement.
The Traitors is one of the hottest, most talked-about TV shows. Posh Paws has launched its new 12-inch plush assortment of cloaked plushies and new plush bag charms, all ahead of the new Celebrity Traitors airing this autumn. Further gift lines are in development that include mugs, drinking/travel cups and keychains.
Mr Bean has been another stand-out new license that has seen sales in pop-culture retailers reporting sell-out performances with the 10-inch plush assortment, as well as the new collection of fiveinch blind box karabiner plush bag charms.
Horror fans aren’t afraid of picking up new toys all year round, and Posh Paws has seen this demand with its IT Pennywise the Clown, Beetlejuice, Annabelle and The Nun licensed plush. With Halloween fast approaching, demand is high for these horror properties.
For anime and manga fans, Posh Paws’ Netflix live-action series and classic anime-style One Piece plushies are perfect for new and loyal fans to get their hands on, with many popular characters to choose from.
For Korean-inspired and trending kidult gifts, Posh Paws has developed eye-catching, trending brands that young adults (and kids) are collecting and are seeing strong sales at retail. The top-selling Kawaii Kuties, Cuddly Capybara, and new launches Kanashiko and Onikuma, include core 10-inch and 12-inch plush and plush bag charm ranges. New additions include vinyl plush and 3D figurine blind boxes and surprise capsules, keychains, phone accessories and many more gifting lines that are fun, fresh and appealing to all ages.
01392 281927
ukcustomerservices@tomy.com uk.tomy.com
Collectibles remain a key growth area for Tomy, driven by strong demand from the expanding kidult market. Since launching in May, Momiji has gained strong traction with its blind-box format, collectible characters, and hidden messages celebrating friendship, kindness and connection. The spring 2026 launch introduced two collections, Magical Meadow and Out of This World, spanning Blind Box Message Dolls, Blind Box Plushies and Large Character Plush, each featuring collectable cards and embroidered stickers.
The brand has quickly built a loyal following among Gen Z and millennial collectors, as well as gift buyers seeking meaningful collectibles. Momentum will continue throughout the second half of 2026 with the launch of Sugar Plum Wood in August, further expanding the Momiji universe with new characters and storytelling.
Another major highlight is the UK rollout of Tomica. Following a successful Toymaster trial, the die-cast vehicle range will expand from September, bringing its sought-after Japanese domestic market vehicles to a wider audience.
KEEL TOYS
01233 506363 | sales@keeltoys.com | keeltoys.com
The cutest soft toys perfect for kidults have arrived. Keel Toys is excited to announce that the long-awaited Keeleco Enchanted World has officially started to hit stores. Currently, there are 12 friends to collect including bunnies, pandas, tigers and more. This collection has been so greatly anticipated that there are already plans to expand the range in the future. Every Enchanted World character is covered in a luxurious eco polyester for the softest hugs.
Keel Toys considers kidults a vital market segment for this new range, recognising that beautiful soft toys are a source of comfort and escapism for many young adults trying to navigate through difficult times. Enchanted World characters are designed to invite imagination and feel as if they come alive in your hands. To be there in difficult times, soothing feelings of anxiety. All 12 characters are also available as bag charms.
0208 049 1377
sales@epochmakingtoys.com
Sylvanian Families continues to experience a rise in popularity among adult collectors who can look forward to a host of launches for autumn 2026.
Part of the brand’s 40th anniversary range, the special-edition Cottontail Rabbit Family Celebration Set comes with seven figures in outfits inspired by the Sylvanian Village; and the Colourful Bunny Costume Series, available as blind bags, features five baby rabbits in adorable, brightly coloured bunny outfits to collect.
Seasonal skus are always popular with kidults, and new for autumn is the scarily cute Pumpkin Carriage Playset. Featuring a Jack-o’-lantern carriage with eyes that glow without batteries and a ghost that swings from side-toside when the carriage moves, it comes with a Midnight Cat baby in a witch costume and a Deer cradled baby.
Fans who enjoy collecting the more traditional sets will love the new Classic Car. Designed to seat up to all 10 members of the Biscuit Bear family, it makes a perfect display piece. The internal layout of the seats can be changed, and it features working headlights.
Families are often a must-have for collectors, and available from July will be the Hamster Family, as voted for by fans themselves in Japan.
In addition, Epoch is launching a new range of puzzles featuring popular kidult properties including Sylvanian Families, Stranger Things, One Piece, Demon Slayer and Naruto Shippuden. There will be unique elements including smaller pieces, puzzle decorations and special sealants so a puzzle can become a display piece.
Also available and based upon the anime series, Naruto Shippuden, is Epoch Games’ Battle Game Heroes range.
07585 400586 | markashurst@blokees.com blokees.com
Blokees has something for every kind of fan, from pocket-money collectibles to detailed Collector’s Edition ranges made for display, with favourites across DC, Wheels, Transformers, Jurassic World and more.
Blokees has continued to strengthen its UK line-up with the recent launch of DC Champion Class Harley Quinn and Transformers Action Edition 06 Optimus Prime, as well as the highly anticipated Batman Wheels range.
Following the strong response to Transformers Wheels, the Batman Wheels series is expected to bring further momentum to the 1:64 vehicle category, combining collectability, tactile quality and character-led design.
Batman Wheels introduces Blokees’ Solidex material, a high-density material with 2.5 times density, delivering a satisfying weight and cool metallic feel. Each vehicle includes universal, unique and special effect components, while baking paint finishes, innovative tactile materials and simulated soft rubber tyres help create a premium feel at an accessible price point. Features vary by vehicle, supporting both display and hands-on playability for collectors and younger fans.
LE TOY VAN
020 8979 2036 | sales@letoyvan.com | letoyvan.co.uk
Inspired by Britain’s rich motoring heritage, Le Toy Van’s new GT Series is a beautifully crafted wooden car collection designed for little racers, grown-up car lovers and collectors alike.
The GT Series marks an exciting new chapter for the brand, blending nostalgic automotive design, imaginative play and collectible craftsmanship.
Made using responsibly sourced FSC beechwood and birchwood, each car celebrates iconic motoring style with playful charm and display-worthy appeal. While children will love zooming them around, grown-up fans and selfconfessed kidults may find themselves collecting them too.
Adding to the excitement, the range
includes a mystery car to discover, giving collectors an extra thrill in completing the set. The collection has already gained recognition, having been shortlisted for a Junior Design Award, celebrating the range’s standout design and play value.
Inspired by Surrey’s rich automotive legacy, the GT Series reflects Le Toy Van’s commitment to thoughtful craftsmanship, sustainable materials and toys made to be treasured for generations. Like all Le Toy Van products, the GT Series features plastic-free, recyclable packaging and water-based child-safe paints, combining sustainability with timeless design for children, collectors and anyone who still gets excited by a classic motor.
Welcome to the age of the empowered kidult. The fandom is in charge now – and even the smartest brands are figuring it out, says Peter
Jenkinson, founder of The Kidults
That moment in every brand meeting where someone in a good shirt says something like, “We need to understand what adult collectors are looking for”. And every kidult within earshot – sprawled across Reddit threads, TikTok comment sections, Discord servers and convention queues – would like that person to know they’ve already told you. Loudly. Repeatedly. Sometimes with spreadsheets.
Welcome to the age of the empowered kidult. Not just consumers, but curators, critics, co-creators and, if you get it badly wrong, a very decent PR disaster.
Let’s set the scene. For the first time in Circana’s tracking history, all 12 major global toy markets posted growth in 2025, with the industry up 7 per cent in value – driven largely by pop culture relevance, collectibles, and increased engagement from teens and adults. Well over 30 per cent of European consumers reported purchasing toys for themselves or another adult in 2025. These are not
Labubu, the strange, gaptoothed creature, became a global phenomenon… all of it driven by the fans, not the marketing department “ ”
people who wandered into the toy aisle by accident. These are people who did research, consulted communities, watched unboxing videos, and arrived with intent.
While the kidult make up is approaching a third of total toy buyers, they account for 60 per cent of the monetary value. That’s not a niche. It’s an engine room. An engine room, where this analogy needs some imagination, as this engine room has educated opinions powered by passion and nostalgia.
The best illustration of fandom as product development is Lego Ideas –an almost comically elegant system. Submit a design, reach a 10,000vote threshold, then onto a review process for potential production and the designer receiving 1 per cent of royalties. The genius is more than the crowdsourcing. It’s that to hit that threshold, fans must share and promote their idea themselves, finding a real audience for it –
raising awareness for Lego while simultaneously de-risking production. The consumer does your market research, your awareness campaign, and your demand forecasting. For free. Out of love.
The programme has hit unprecedented levels of growth, with a record-breaking review round in mid-2025 that more than doubled its previous milestone in a single week. That was partly driven by TikTok users discovering the platform and mobilising around fan submissions for everything from a Pusheen set to a Hamilton-inspired build. When a fandom wants something, it finds a way.
Let’s just pity the brands operating on the ‘we know best’ model, designing adult products in isolation, packaging them with the same energy as a value meal, and wondering why the community isn’t engaged. The fanbase isn’t passive. It never was. You either channel that energy or you’ll be flattened by it.
Any future brand manager isn’t
creating fandom. They’re earning access to existing fandom.
Fandom already has:
■ language
■ rituals
■ hierarchies
■ taste makers
■ inside jokes
■ community policing
■ desire signals
Brands are entering someone else’s house.
The brands getting it right
Pop Mart might be the most fascinating case study of recent years. Labubu, the strange, gaptoothed creature, became a global phenomenon not because of a massive above-the-line campaign, but because TikTok content around Labubu generated 24.1 billion views in 2025, growing almost five times over the previous year, with engagement rates up nearly 72 per cent. The brand didn’t push this. The community pulled it. The unboxing ritual, the blind box tension, the community hunt for rare variants – all of it driven by the fans, not the marketing department.
Jellycat similarly saw its TikTok presence almost double in video bug. The hunt is part of the product.
Kidults have very long memories and very loud voices. The lesson isn’t that adult fans are difficult. It’s that they are serious
When brands get it wrong
Here’s the thing about empowered fandom: it cuts both ways. Hasbro Pulse Asia launched with significant fanfare but collapsed in under two years after collectors discovered they were being charged nearly 15 per cent over US retail prices, plus additional shipping fees – on products they’d previously bought locally for less. The fans didn’t just stop buying, they told everyone. And the platform shut down. Kidults have very long memories and very loud voices. The lesson isn’t that adult fans are difficult. It’s that they are serious.
The community is the product
Brands that invest in customisation, experiential retail, and loyalty programmes are building deeper
knowledge, and the feeling they’re seen
The kidult fandom
caring about, listen when they tell you them like overgrown children who should you. The only question is whether your
Stuart Whitehill has helped countless British toy companies successfully exhibit in the UK Pavilion at Nuremberg Toy Fair. With just a few spaces remaining for next year’s show, we caught up with him to find out why British brands find success there year after year
Stuart, you’ve been involved in Nuremberg Toy Fair for many years. What’s your role in this colossal event?
Our involvement with the show and the UK Pavilion started in 2005 when we were asked by the Department for Business and Trade and the BTHA to take over the running of the UK group stand in Hall 12.0.
Our role is to work closely with the show organisers and the UK toy industry, bringing both together to form a UK Pavilion that is packed with some of the best toy companies that the UK has to offer. We support our exhibitors throughout their journey and, of course, are there when they arrive in Nuremberg right up to when the show closes.
What are the main benefits for being part of the UK Pavillion?
The location of the UK pavilion is highly sought after, and being close to the main entrances of Hall 12.0 means our exhibitors are the first thing that many visitors see when they arrive.
The on-site support that we can offer means that, unlike going it alone, we are there with guidance, including export advice, IPR, restaurant bookings and even where to go if you lose your passport. New companies also find the pavilion community extremely valuable, as our seasoned exhibitors are
If you and your brand are ready, then there really is no better place to come and be among world leaders from the toy community
Stuart Whitehill, Account Director, Overseas Fairs “ “
more than happy to share advice and experiences with newcomers.
What are some of the common pain points or hurdles that exhibiting companies face – and where do you fit in to help alleviate those problems? For new companies, understanding the sheer size of the show is often the main challenge. Spielwarenmesse occupies a huge area, and the way the show is segmented into sectors is something that needs understanding to help locate exhibitors using the digital show guide. There’s also a number of other events, focused topics and themed areas taking place across the showground, which can seem a bit confusing. These include The New Product Gallery, ToyAwards, ToyTrends, Startup Area, and Kidults.
Locating support on site can also be a challenge for the first time. If you are exhibiting in Hall 10.0 and you need to get a parking pass or arrange your stand cleaning, for example, you have a 20-minute walk ahead of you. That’s not too bad on its own, but if you need another exhibitor pass, then it’s a 15-minute walk… in the other direction!
What are some of the less obvious benefits of being part of the UK Pavillion?
As mentioned above but in addition to the services and expert advice, we have a welcoming lounge and meeting
area on the pavilion, which serves a range of refreshments at all hours of the day. Other benefits include storage facilities and a cloakroom, all of which helps make life that little bit easier when you are on site.
For British brands that have yet to exhibit at Nuremberg, what makes 2027 a great time to get involved?
Spielwarenmesse is a truly international show with exhibitors from all corners of the globe. If you and your brand are ready, then there really is no better place to come and be among world leaders from the toy community.
Finally, from your perspective, what makes Nuremberg such a unique and valuable event to exhibit at?
Everyone connected to the industry attends either as a visitor or exhibitor. Lego, Mattel, VTech, Playmobil, to name just a few, have permanent stands at the show – and any business that is not done on a stand or in the aisles of the show is often concluded over a glass or two in town. It’s a work-hard play-hard week for all!
If you are interested in joining the UK Pavillion next year, get in touch with Stuart soon at stuart@overseasfairs.co.uk. Just a few spaces remain for Nuremberg Toy Fair 2026
Following
the successful launch of a second Toys4you store in Birmingham, director Usman
Ali Ahmed discusses expansion, community engagement, supplier partnerships, and the growing importance of independent toy retail in today's market
Congratulations on launching your second store in April. What gave you the confidence that now was the right time to expand?
Opening a second store, in Birmingham’s Northfield Shopping Centre, was a carefully considered decision rather than a leap of faith. While the retail environment remains challenging, we’ve seen continued demand for specialist, collectible toy retailing and, importantly, strong support from local communities that value an independent, customerfocused shopping experience.
Our first store at Gracechurch Shopping Centre in Sutton Coldfield gave us confidence that there is still a place for bricks-and-mortar retail when you offer something distinctive. Customers increasingly appreciate being able to see products in person, receive advice, and enjoy a more personal shopping experience than they can get online.
Northfield was particularly attractive because it’s a vibrant community with a strong high street and a familyfocused customer base. We felt there was an opportunity to bring our toys, customer service, and expertise to an area that shares many of the characteristics that have helped our first store succeed. There wasn’t much competition for quality toys so, after considerable thought, we opted to expand in that location.
Our first store… gave us confidence that there is still a place for bricks-andmortar retail when you offer something distinctive
Usman Ali Ahmed, Director, Toys4you ”
We also believe that periods of uncertainty can create opportunities for independent retailers who are willing to invest with confidence and take a long-term view. By expanding now, we’re not only growing the business but also strengthening our presence within the Birmingham community and creating a foundation for future growth.
What key lessons from your first store shaped your approach to opening the second branch?
Opening our first Toys4you store in Sutton Coldfield taught us a number of valuable lessons that directly influenced the launch of our Northfield branch.
The biggest lesson was the importance of community engagement. We learned that being more than just a shop is crucial; customers respond positively when you become part of the local community through events, partnerships, and personal service. Building strong relationships with families, schools, and local organisations has been a key factor in our success.
We also gained a much deeper understanding of what customers are looking for. While popular brands remain important, we found that carefully selected products, knowledgeable staff, and a willingness to help customers find the right gift often make the biggest difference. That insight has shaped
both our product range and customer experience in Northfield.
Operationally, the first store taught us the importance of flexibility. Consumer trends, seasonal demand and shopping habits can change quickly, so having the ability to adapt stock levels and respond to customer feedback is essential.
Also, finding a niche is very important, as it helps maintain stock management and attract collectors for that niche segment. And once you’ve provided them with a personalised experience, then the chances of running a successful store increase.
Finally, we learned that creating a welcoming, enjoyable in-store experience is just as important as the products themselves.
Were there any changes in customer buying behaviour or wider toy market trends that influenced your decision to expand?
Yes, several changes gave us confidence that there was an opportunity to expand. One of the most encouraging trends has been the continued demand for in-person shopping, particularly when it comes to toys and gifts. While online retail remains important for us, many customers and kids still prefer to come and look at options for toys before making a purchase. With pocket money toys becoming more popular, kids and parents
prefer to feel the toys before buying. Also, when they see viral toys in person, they often make an instant purchase and leave with toys the same day.
We’ve also seen growing support for independent retailers and local high streets. Customers increasingly appreciate good, personalised customer service, unique product selections, and the sense of community that independent stores can provide. This has helped reinforce our belief that there is a place for specialist toy retailers alongside larger chains and online marketplaces which lack these traits.
From a market perspective, the toy industry continues to benefit from strong demand for products that encourage creativity, learning, and family interaction. Categories such as educational toys, collectibles, games, and traditional toys have remained popular, while licensed products linked to major entertainment brands continue to attract interest when movies are released in cinemas and on streaming platforms.
Strong demand for squishy pocket money toys also gave us confidence that toys with lower price points can help achieve results faster.
What were the most important factors when deciding which suppliers and product ranges would receive additional space and investment?
During the planning process, our decisions were driven by customer demand, reliability of supply, and long-term category performance, rather than simply giving more space to the biggest brands.
“Customers increasingly appreciate being able to see products in person, receive advice, and enjoy a more personal shopping experience than they can get online
Usman Ali Ahmed, Director, Toys4you
How have suppliers gone above and beyond to support your growth?
A number of suppliers and partners have played an important role in supporting the opening of the new store, and it’s particularly valuable to work with businesses that understand the realities of independent retail and are willing to go beyond a transactional relationship. Our buying group Toymaster has been fundamental to our growth. We involved them from day one, and they
We looked closely at sales data and customer feedback from Sutton Coldfield to identify the ranges that consistently performed well, generated repeat purchases, and attracted families into the store. Educational toys, games, pocket money toys, collectibles and strong everyday gifting lines were particularly important because they tend to perform across a wider age range and throughout the year, not just at Christmas.
Supplier reliability was another major factor. Recent years have shown how disruptive supply-chain issues can be, so we prioritised partners with dependable stock availability, clear communication, and the ability to support seasonal demand. Where possible, we also wanted a balanced supplier mix rather than becoming overly dependent on any single source.
We also considered margin quality and stock turn. Additional space was allocated to ranges that demonstrated healthy sell-
helped plan the store, select ranges, and gave insights into what would work better in the store. They also helped with giving ideas on where we could improve from our Sutton Coldfield store, and ultimately helped us make the second store a reality.
Some other suppliers worth mentioning are Character Options, which provided stock for opening-day giveaways; Bigjigs Toys, which helped supported the expansion of its range in
through, manageable inventory risk, and the potential for incremental sales through additional everyday items, addons, or repeat visits.
Finally, we assessed how each range contributed to the overall store experience. Some products justify investment because they create excitement, encourage browsing, and reinforce Toys4you’s identity as a specialist toy retailer. The aim was to build a balanced offer: trusted brands, fast-moving core lines, and distinctive products that give customers a reason to choose an independent local toy store over larger chains.
What do you look for from suppliers and products when deciding whether a new range deserves shelf space?
We look for a combination of strong commercial performance, customer appeal, and reliability from the supplier.
First and foremost, the product needs to demonstrate clear customer demand or strong potential demand. That might come from sales data in similar ranges, customer requests in-store, or clear alignment with current trends in the toy market. If we believe customers will actively seek it out or be excited to discover it, it earns serious consideration. We also assess the strength of the product in terms of value, quality, and play experience. In toys especially, we’re looking for items that offer genuine engagement – whether that’s educational value, creativity, collectability, or longlasting playability.
From a commercial perspective, we look closely at margin, stock turn, and how efficiently the product will use shelf space. Every product needs to justify its footprint in a busy retail environment, so productivity per square foot is key.
Supplier reliability is equally important. We need partners who can deliver consistently, support us during peak trading periods, and respond quickly to demand changes. Good communication and strong fulfilment performance make a big difference. Also, suppliers that help with POS get our preference.
Finally, we consider how the range fits within our overall store offer. We aim for a balanced mix that complements
our new store; Siku, which supplied new stands; TopModel by Depeche; and Epoch Making Toys, which provided POS materials and banners.
The most meaningful support from suppliers has been practical rather than theoretical: reliable supply, strong communication, help with ranging decisions, and a genuine understanding of the challenges faced by independent retailers. That kind of partnership is what we look for.
existing products while also bringing something new or distinctive that enhances the customer experience and encourages repeat visits.
Looking back at the launch, what were the biggest challenges in opening the second store, and how did you overcome them?
Opening the second store was an exciting step, but it also came with a very different set of challenges compared with launching our first site in Sutton Coldfield.
One of the biggest was managing expansion while maintaining standards in our original store. We needed to ensure that day-to-day trading, customer service, and stock availability in Sutton Coldfield were not negatively affected. We overcame this by strengthening our internal processes and relying on a more structured allocation of responsibilities across the team.
Another key challenge was getting the right stock mix in a new location without existing trading data for that exact catchment area. While we could draw on experience from our first store, Northfield has its own customer profile and purchasing patterns. We addressed this by carefully blending proven bestsellers with a curated selection of new ranges, then quickly adapting based on early customer feedback.
Recruitment and training were also a major focus. Building a new team that could deliver the same level of product knowledge and customer service was essential. We invested time in training and made sure new colleagues understood the culture and standards we expect across Toys4you.
Finally, like many independents, we faced time and capacity pressures during the setup phase. Balancing store development, supplier negotiations, and operational planning required a lot of coordination. Strong supplier relationships and a clear project plan were key to keeping everything on track.
Overall, while the challenges were significant, they ultimately helped us refine our operations and strengthen the business for future growth.
Since opening, have you noticed any differences in customer behaviour, purchasing habits or product preferences between the two locations?
We’ve definitely noticed some interesting differences in customer behaviour, purchasing habits, and product preferences between the two locations, even though both sit within Birmingham.
In Northfield, we see a slightly higher proportion of planned purchases, with customers often coming in looking for specific brands or products they already know. There is also a strong emphasis on premium gifting and “destination” purchases, particularly around birthdays and seasonal occasions.
In Sutton Coldfield, shopping behaviour is a bit more exploratory. Customers are more likely to browse, discover products in-store, and respond to recommendations from staff. This has placed even greater importance on product presentation and team knowledge, as guided selling plays a bigger role in the customer journey.
We’ve also noticed differences in category performance. Educational toys, value-led gifting, and everyday pocket money items perform particularly well in Sutton Coldfield, reflecting a strong family and convenience-driven shopping pattern. In Northfield, there is slightly greater demand for higher-ticket items, collectibles, and branded ranges. Another key difference is frequency of visits. Sutton Coldfield customers tend to shop more regularly for smaller, repeat purchases, while Northfield sees more occasion-led, planned visits.
Toymaster has been fundamental to our growth
Usman Ali Ahmed, Director, Toys4you ” “
Which categories are currently performing strongest for Toys4you, what's driving demand, and have any current trends surprised you?
By far our strongest category is pocket money toys, which has been a standout performer outside of the Christmas period. We’ve seen sales in this area grow significantly year-round, and in many cases they skyrocket during everyday trading rather than being purely seasonal. This reflects a wider trend of parents and families making smaller, more frequent purchases to reward children, keep them entertained, or provide affordable gifts. We think this is driven by TikTok and other social media platforms, where viral trend toys seem to get more tracking than anything else.
Pocket money novelty toys and fidget items
Blind bag collectible ranges (assorted character-based lines)
Licensed mini figures and pocket-sized collectibles
Educational activity kits and creative sets
Traditional family games and impulse gifting items
Alongside pocket money items, we continue to see strong demand for collectibles, trading-style products, and blind bag ranges, which benefit from repeat purchasing behaviour. Educational toys and creative play products are also performing well.
A key trend that has surprised us is just how resilient smaller-ticket toys have become in the current economic climate. Rather than reducing spending entirely, customers often trade down to lower price points but increase purchase frequency, which has helped drive consistent demand in the pocket money category.
Overall, the strongest driver across all categories is value for money combined with 'instant reward' appeal – products that are affordable, fun, and easy to gift or pick up on impulse.
What are your main priorities for the next 12 months?
Our main priority is to strengthen and refine the existing business rather than rush into further expansion. We want to ensure both Sutton Coldfield and Northfield are performing at their full potential, with consistently strong stock availability, well-optimised ranges, and a high standard of customer experience.
A key focus will be on improving operational efficiency and stock management, particularly ensuring we are maximising availability in our bestperforming categories such as pocket money, collectibles and gifting ranges. We are also continuing to work closely with suppliers to improve forecasting, allocation and support.
Alongside this, we are looking at selective category development, particularly in areas that continue to show strong customer demand such as educational toys, value-led gifting, and trend-led licensed products. The aim is not to drastically change the offer, but to refine and strengthen what is already working well.
The Play Creators Awards and Conference brought the toy inventor community to London in June. We report back from the event
“If you’re in the industry to make money, go for the poop,” said Bob Moog at this year’s Play Creators Conference in London.
The University Games Founder and President admitted that scatological games are his least favourite –largely due to their ubiquity – but there’s no arguing that they sell. He also revealed during a 20 questions panel, one of the many fascinating sessions throughout the day, that Pop Opinion, a game revolving around popcorn where you get to snack but only when you score, is his favourite ‘failure’. “You find that once people start eating popcorn, they want to continue, so it never quite worked,” he said.
Creatives from across the global toy inventor and inventor relations community gathered in central London for the event to celebrate excellence, share knowledge and experience, and pitch the toys and games that will be heading to shelves in 2027 and beyond.
On the topic of the kidult market, opinions were split. Robert Sparks, the designer of Tinderblox and its flame-grilled follow-up Barbecubes, said that it’s a bit of a misnomer.
“I think the term takes away from the fact that adults were always born to play,” he said. “Adults have always played games. It’s a neat
We
term from a business perspective. You need these things to convince equity by corporatising it, and that audience is definitely there. But I can’t imagine any consumer is out there calling themselves kidults, even those of us who definitely are!”
that actually mean?”
asked ourselves, how do we make sure the Lego system of play remains relevant for children into the future
Chris Catton Interactive Product Owner
The Lego Group “ “
Elsewhere, the topic of AI was raised. Does generative design have a place in finished products? No, said James Vaughan, Director of Product at Big Potato Games and a winner at this year’s Play Creators Awards. It was his choice as the one thing to banish to Room 101 during a tongue-in-cheek panel. For his part, Bob Moog said he’s “a big fan of ‘actual intelligence’”, though artificial intelligence he’s less convinced by. The issue that ultimately ended up joining Winston Smith’s rats was cash-ins and copycat products, the choice of Bananagrams CEO Rena Nathanson.
The Lego Group’s Chris Catton, Interactive Product Owner, shared insight into the decade-long development behind the Lego Smart Play System. He said the company sees the tech-enabled brick as the biggest innovation since the introduction of the Lego minifigure, which brought richer role-play, storytelling and licensing to its sets.
“Children are changing and the world is changing,” he said. “We asked ourselves, how do we make sure the Lego system of play remains relevant for children into the future, and what does
They learned that children were seeking toys that responded and played back. Parents wanted that too, just without screens. The result was the Smart Brick, which launched as part of a licensed Lego Star Wars set. Chris, who led the partnership, said Star Wars was chosen as it instantly demystified the technology. When people see a lightsabre they anticipate the hum and flash of coloured light. The Smart Play System does just that –as if by magic – with no screens and no fiddly interface.
For the cadre of designers who are just starting out in their career, many of them attending the conference for the first time, barrier to entry was the biggest concern. Should they pursue the traditional path of licensing ideas to toy manufacturers and pursue retail space, or is direct to consumer now the most viable route?
David Snow, toy and game designer and co-founder of The Fantastic Factory, sympathised.
“There are fewer retailers, meaning less chance and less space,” he said. “But there’s more opportunity for us to do it ourselves.”
Our thanks to the Mojo Nation team for inviting Toys n Playthings along.
TnP’s retail pals from Beacon Games in Devon headed to a record-breaking UK Games Expo in May. Here they report back on what they’ll be stocking, and why the event is a must-attend
UK Games Expo welcomed a record number of visitors this year, with more than 51,000 enthusiasts joining 800-plus exhibitors at the NEC, Birmingham. Among the throng were TnP retail contributors Simon, Ewan, Bridgette, Max, and Maeve from Beacon Games, an independent hobby gaming shop in Devon.
As well as retailers, the team are lifelong tabletop game fans, playing and hosting in-store events, from TCG tournaments to miniature-painting tutorials. So, what caught their eye? For Bridgette, it was games based on video game IP such as Cyberpunk 2077 and Cult of the Lamb.
“The Cult of the Lamb board game really stood out. It’s super detailed and very faithful to the source material, with loads of depth; fans of the game will love it,” Bridgette said. “They are taking a lot of player feedback to shape the final product of the game to make sure it’s both accurate to its source material and fun to pick up and play as a board game.”
For Simon, who manages buying for the store, accessible family games came out on top.
“We tried the new Uno Elite and demoed the F1 version. Even though Uno is already a universal entrylevel game, it added an extra level of complexity and planning. I played a demo game with a family and I found it a lot more of a constructive experience. While there is still the intention to win, it feels more relaxed,” he said.
“Quite a few of the games I
“
From a personal perspective, UK Games Expo is a highlight of my year. Being in such a creative space with players and developers all doing what they do best Ewan, Beacon Games “
trialled were from Spiral Galaxy Games. Some of the highlights were Hotshot Pickleball and Blood on the Clocktower. Titles I’ll be looking to stock – Catan on The Road and Uno Elite without a doubt, due to the ease of pick up and play among families and, more practically for us, due to the minimal storage needed. Board games like Farm Race and Hotshot Pickleball, are some others as they are fun games and quirky in their subject matter.”
Ewan, who also helps on the buying side, added: “Catapult Feud feels like a must. Exploring the Zatu Games catalogue of games opened me up to firstly finding Cosmolancer, a game I tried last year and adored, as well as the small Pac-Man Craze Maze, a nice, quick card game with a classic Pac-Man skin. Likewise, Shug and Cult of the Lamb stick out already.
“From a personal perspective, UK Games Expo is a highlight of my year. Being in such a creative space with players and developers all doing what they do best, it’s a truly wonderful experience. I really loved the passion with which each creator sold their products. With an unlimited supply of money, I’d have probably bought from each of them!”
“From a retailer point of view, I would always recommend going to UK Games Expo,” Simon added. “The scale is overwhelming at first, but everyone makes you feel welcome. Whether it’s just the latest iteration of Asmodee’s Dobble or the more hardcore games like Warcrow or Trench Crusade, it’s
a great place for market research and market trends. You also get to top up your own skills and sharpen understanding of the rules of games – and, to be honest, just have a really good time!”
“My best find was a board game called Farms Race. It’s a combination of Catan, Animal Farm and nuclear weapons – if that’s even possible!”
Simon
“The wealth of card and board games on display was incredible, along with a huge selection of roleplay games and accessories’’
Ewan
The range of single TCG cards was crazy! Lots of one-ofone cards, and very rare and valuable collectors’ items’’ Bridgette
“The best part was seeing so many people and being around so many with the same interests”
Maeve
“The best bit were all the independent art vendors at the show, selling their own stickers and prints”
Max
Product: Kidi Guitar Superstar
Company: VTech
Phone: 01235 555545
Email: trade.sales@vtecheu.com
Web: vtech.co.uk
Product: Engineering Lab Company: Galt, part of the Jumbo Group
Tel: 0161 428 9111
Email: salesuk@jumboplay.com Web: jumboplay.com
mojofun.co.uk
