Chairman Malcolm Naish malcolm@lemapublishing.co.uk
Managing Director Mark Naish mark@lemapublishing.co.uk 01442289953
Sales Director Claire Naish claire@tnpmedia.co.uk 01442 289937
Editor Anthony Clarke ant@tnpmedia.co.uk 01442 289939
Assistant Editor Naomi MacKay naomi@lemapublishing.co.uk
Retail Editor Clare Turner clare@lemapublishing.co.uk
Assistant Editor Rhys Thomas rhys@lemapublishing.co.uk
Production Director
Paul Naish paul@lemapublishing.co.uk 01442 289933
5 Leader with Anthony Clarke
6 What’s New
The latest products that you need to get your hands on
8 News The latest from the industry
12 Month in Numbers
Our roundup of what’s been happening...
30 Toy Testers
Our young testers try out MV Sports’ Paw Patrol Rollacase
44 Trade Talk
Suppliers discuss key issues affecting the industry
50 Don’t Miss Must-stock items for retail
20 Plush & Soft Toys
Cuddle up and discover the latest in this cute category
32 Planes, Trains & Automobiles
If it moves, it makes it into this popular sector
42 Film & TV
How licensed franchises are driving sales
37 AIS INDX Toy & Gift
We help you plan ahead for this popular industry event
Lema Publishing Ltd Unit 1
28 UK Games Expo
A look at this special show for fans of board games, card games and more
16 Toymaster May
The TnP team round up a fabulous few days in Harrogate
41 Las Vegas Licensing Expo 2025
We find out what happened in Vegas...
38 Retail Interview
Clare Turner talks to Wendy Hamilton, CEO of ecommerce platform CuriousMinds.co.uk, and Grasshopper Toy Shop in the Scottish town of Helensburgh
48 Retail Interview
With Sarah Crees of Garsons Garden Centre in Esher, a finalist in the Toy Department of the Year category of the Toy Retailer of the Year Awards 2024
Broomstick Industrial Estate High Street Edlesborough, Buckinghamshire LU6 2JA
At the heart of retail
14 The Insights Family
The Insights Family’s Licensing 2025 report shows how producers and content creators today are building Intellectual Properties (IPs) that live across platforms, formats, experiences and products
45 Retail Opinion
John Ryan questions how useful QR codes are for retailers
46 Indie Opinion
Charlotte Croser, of Jollys Toys in Thrapston, Northants, compiles her wish list for the ideal sales agent, and asks, what could you do differently?
4 IN 1 GAMES SET B
BALANCE BIKE WITH LIGHT UP WHEELS
Well that’s another couple of major shows disappearing over the horizon. May is one busy month – and we’ve still got UK Games Expo coming up. More on that later.
First of all the Toymaster May Show in Harrogate. it was a good one this year, especially healthy in that non-Toymaster member retailers were allowed to attend for the first time. And that was particularly pleasing for the Toymaster supplier members.
Sabrina Hayhoe of Toys2market said: “We’ve seen plenty of familiar faces and welcomed some new accounts, too. All around, it’s been a fantastic show for us and our brands.”
We caught up with Paul Reader, commercial director at Toymaster, who summed up the advantages neatly: “I believe two things, genuinely – I think the timing of the May show is perfect for everyone. It gives you time to start to plan properly. The Toymaster show is geared up to support independent retail and the suppliers are geared up to support independent retail. So the deals and the offers are all there and I just think it’s such a nice environment. You know, as far as we’re concerned, our business is about helping independent retail. Absolutely.”
Anthony Clarke
details are in the article).
The Plush & Soft Toys feature this month has some great products and some interesting comments in the intro section. This, from Liz Ireland of Bigjigs Toys, is my favourite: “As a child I cherished a teddy bear, he was loved to bits, he went everywhere and was a bit battered but he was much loved. As to a favourite toy now, if I were a child now I think I would choose a train set with loads of component parts and offering fresh play value every time it came out of the box!” So from plush to not so plush but, given the train choice, Liz has neatly linked us into the other feature… Trains Planes & Automobiles!
On the retail interviews front there are two excellent entries – Garsons Garden Centre and, in particular, Helensburgh’s Grasshopper Toy Shop CEO, Wendy Hamilton. Science & Nature toys are its most successful category, which is hardly surprising given Wendy’s PhD from Nottingham University and early career as a research scientist in molecular biology.
First rule of engagement; call ahead. Never, ever just turn up out of the blue “ ”
Still on the May shows front, there was Las Vegas Licensing Expo, which attracted more than 12,000 registered professionals – 30% from retail. They connected with brand owners and agents to discuss new deals driving licensed consumer products and brand collaborations for the next two to five years. Some of the key trends were also very interesting. Increasingly, theme parks are proving to be where fans of all ages are willing to spend their hardearned cash. Universal’s Epic Universe has just opened to the public in Florida and, if early TikTok content is any indicator, it’s set to be a huge hit.
Incidentally, The Insights Family pages are based on its recent thorough and in-depth Power Moves in Licensing 2025 report, published just ahead of Las Vegas where it had a well-attended stand. The report is the first of its kind to offer in-depth, data-led analysis of brand licensing in the kids’ and teens’ space. The report itself delivers real-time perceptions of today’s fast-evolving landscape, where brand discovery happens through YouTube, gaming, and curated feeds. It’s also worth mentioning that it is available for download (contact
The retail opinion column is a spicy take by Charlotte Croser of Jollys Toys on the ideal relationship between suppliers’ sales agents and independent retailers. Plenty of behavioural tips including: “First rule of engagement; call ahead. Never, ever just turn up out of the blue,’’ and “If you’re absolutely convinced a product range will work for a customer, be ready to put your money where your mouth is.” It is more than a good read, it is an essential catalogue of advice – not least because she is a member of a Whatsapp group of toy shop owners who share their views.
For Toy Testers, TnP hit the beautiful sunny beach and Cobb background in Lyme Regis, where Jenny and her three-year-old daughter, Lola, played with the MV Sports Paw Patrol Rollacase. There are great pictures of Lola enjoying the ride although she did admit that she would have preferred the Peppa Pig one.
Finally, just a quick note on UK Games Expo at the NEC, which will have finished by the time you read this. We have good friends at the hugely popular Beacon Games, and their enthusiastic and knowledgeable team will be reporting back to us for our July issue review.
As ever, I’d love to hear from readers, whether suppliers, retailers – all of you – if you have news or opinions to share. So please get in touch with me at ant@tnpmedia.co.uk.
Let’s stay in touch.
CRAFT BUDDY
0203 417 6565 | trade@craftbuddyltd.co.uk | www.craftbuddyltd.co.uk
Craft Buddy is expanding its Crystal Art portfolio with the launch of Crystal Art Junior, developed specifically for preschool children aged four and up. The new ‘big gems for little hands’ range marks a strategic move to capture the growing early-years creative play segment, combining developmental benefits with an accessible and entertaining product design.
The concept for Crystal Art Junior was sparked by cofounders Gary and Dino Wadhwani, whose own children loved to create the Crystal Art products but struggled to use the standard Crystal Art gems and pens due to their smaller hands and hand-eye coordination.
Gary Wadhwani said: “Watching our young kids wanting to engage with our Crystal Art products but
finding it too intricate gave us a lightbulb moment. My brother Dino and I set out to reimagine the experience – bigger gems, larger tools, easy pick and placement and a format designed for younger fingers, without losing the magic of the sparkle.”
The range launches with five licensed characters including Peter Rabbit, Stitch, Grogu, Groot, and Simba. Crystal Art Junior is expected to make a strong impact in the arts and crafts, toy, and early learning sectors.
THE PUPPET COMPANY
01462 446040 | info@thepuppetcompany.com thepuppetcompany.com
The Puppet Company has introduced its newest arrivals – the most epic Jumbo Friends puppets. Designed in collaboration with global conservation charity, the Zoological Society of London (ZSL), they are sure to add the wow factor and bring out a wild side during playtime!
The puppets feature bold expressions, captivating eyes, and movable jaws, perfect for bringing stories and some truly wild encounters to life. There are six amazing animals to choose from: from the stunning Tiger with its eye-catching stripes, and powerful stance, to the gentle yet awe-inspiring grey Elephant with its impressive ears, trunk and tusks. Not stopping there, there is also a gorgeous Giraffe, mischievous Gorilla, super cute Red Panda and, last but not least, a fiercely lovable lion.
The collection aims to raise awareness of the work that ZSL does at London and Whipsnade Zoos.
0203 372 4367 | oliver@goonmakeme.com www.goonmakeme.com
The Paper Animation Kits from Go On Make Me guide users to create working 3D paper creations. Each kit includes step-by-step instructions and templates to cut, fold, and assemble moving paper models that delight and amaze. No special tools or materials are needed – just scissors, glue, and a bit of patience.
Designed by renowned paper engineer Rob Ives, the kits blend creativity with STEAM learning, making them perfect for curious minds aged 10 to adult. They’re ideal for screen-free fun, classroom projects, or unique gifts for makers and tinkerers. With prices starting from just £7 retail, they offer great value for retailers and gift shops.
As Go On Make Me says: “The greatest gift you can give a child is the gift of curiosity. We believe that the more children play, the smarter they get. And the smarter they get the better humans they become.”
toysnplaythings.media
MV SPORTS & LEISURE
0121 748 8000 | info@mvsports.com | www.mvsports.com
MoVe continues to expand its successful wheeled toy offering with the launch of its charming new Pets2Go Tri Scooter range. Blending imaginative play with robust outdoor fun, the collection introduces a line of scooters that come complete with an adorable removable plush pet and bag, encouraging young children to embark on their very own adventures with a trusted companion by their side.
At the heart of the range are three delightful domestic favourites: the MoVe Kitty, Puppy and Pony Tri Scooters. Each features a character-themed plush pet, safely nestled in a removable and waterresistant plush bag. Whether purring,
barking or galloping, the scooters are designed to capture children’s imaginations while offering a safe and durable ride.
Built with a sturdy frame, wide fully printed anti-slip footplate and punctureproof PVC wheels, every scooter in the Pets2Go line promises longevity and a smooth ride across a variety of surfaces. The handlebars are equipped with soft moulded grips to ensure comfort for little hands, while the adjustable handlebar height to support growing children.
Each scooter is also fitted with a reactive rear footbrake and a clamp cover for added safety.
JANOD & JURA TOYS
020 8878 2133 | sales@juratoys.co.uk | www.janod.com/en
The French wooden toy specialist Janod has launched its latest collection to inspire creative play – Cross Roads, the delightful range of playmats and accessories that will spark imaginations and inspire epic journeys. From the countryside to the city and even to the enchanted kingdom little ones will love watering the crops, galloping with the unicorns and whizzing through the city streets.
Designed for children aged two-plus, the non-slip mats have much to explore, with twists and turns along the road and lots to discover. As well as providing hours of fun, the collection also engages with key learning skills – learning about different jobs, animals, numbers and so much more.
The Countryside mat takes little ones on a tractor ride adventure through the vegetable garden, via the shepherd’s flock and past the lake. Little explorers can look for different animals, nature and characters that can be spotted in the landscape.
For something magical, there’s a land full of adventure with the Enchanted Kingdom mat, which features castles to explore, and Knights, Princesses and Dragons to search for along the road.
Lego and Pixar have collaborated to release the Luxo Jr collectible display model, available from June 1. Synonymous with classic Pixar movies and heralding from 1986 when Luxo Jr first appeared in a Pixar film short, fans will be able to recreate Luxo Jr’s signature bouncing, hopping and rotating movements in bricks.
The model is fully articulated and includes a buildable Pixar ball, which nostalgic fans can display with Luxo Jr standing on it as if squashing it. This was inspired by the 1986 short Pixar film, Luxo Jr. The Pixar ball also opens up to reveal hidden easter eggs inspired by popular Disney and Pixar movies including Up, The Incredibles, Ratatouille, Monsters, Inc. Toy Story and Finding Nemo.
The set is the ultimate tribute to Pixar and is an ideal gift for adult fans and those who love collecting movie memorabilia. The 613-piece set makes an eye-catching display and offers fans a new way to show their love for the iconic lamp.
0800 066 8536 | community@lego.com www.lego.com/en-gb/themes/ideas
Christine Nicholls, joint founder and vice chair of Golden Bear, has announced her retirement from the company she cofounded with John Hales back in 1979.
Christine has had a long and distinguished career in the toy industry, spending her first few years working with John at the Chad Valley Toy company before they set up Golden Bear together with the mission to make exciting, highquality soft toys. Their first customers included Mothercare, Boots, BHS and Woolworths. All through those years Christine has been weaving her magic, first honed at Birmingham Art College, where she gained a BA in Fashion & Textiles.
Christine said: “It has been a fantastic journey, which John and myself embarked
on over 46 years ago, and we’ve had some good times and some challenging times, but we’ve always had lots of fun and feel very proud of the Golden Bear legacy. I’ve made some amazing friends in the toy industry, especially through working with the BTHA, and look forward to keeping in touch with everyone at future events. I will always be passionate about creating toys and I’m privileged to have enjoyed such an illustrious career alongside the fantastic team at Golden Bear.”
The Golden Bear toys were designed and made in its own facility in Telford. Over time the business changed, with its first foray into licensing occurring in 1985 with The Snowman. Since then, some of the most famous and recognisable preschool licences have passed through Golden Bear, such as Thomas the Tank Engine, Peppa Pig, In The Night Garden and most notably The Teletubbies in the 1990s, which was one of the most successful licences of all time.
The company prospered under John and Christine’s leadership and was chosen as the Official Licensee for the 2012 Olympic Games.
Christine retires as an industry legend who won the BTHA Lifetime Achievement Award in 2007, the Progressive PreSchool Outstanding Achievement Award in 2016 and the Mojo Play Creators Outstanding Achievement Award in 2023.
Ten-year-old Spencer Codling, from Skelton, North Yorkshire, who is bravely facing acute lymphoblastic leukaemia (ALL), is the winner of the Cancer Support UK and Warmies Create your Dream Bestie competition. Children with cancer were invited to draw and enter a picture of their dream best
friend, for the chance to see their creation brought to life as a cuddly toy made by sensory soft toy producer Warmies.
The charismatic design of a cute teddy with superhero qualities – Bat Cat – emerged as a clear winner through a public vote from a shortlist of six outstanding entries.
Spencer said: “I wanted to create a superhero teddy, which children could cuddle when having treatment to make them feel better.”
Cancer Support CEO Mark Guymer, and Warmies MD David Tweedale visited Spencer at Great Ormond Street Hospital to present him with his prize – a magnificent soft toy version of Bat Cat, brought to life by Warmies.
Allied Market Research has published a new plush toy market report that offers an extensive analysis of key growth strategies, drivers, opportunities and key segments.
One of the primary drivers of the plush toy market, it says, is the growing demand for toys featuring characters from popular media franchises, such as movies, TV shows, and video games. Brands such as Disney, Marvel, and Pokémon continue to release characterbased plush toys, fuelling consumer interest. As children’s entertainment becomes increasingly globalised, the appeal of licensed plush toys has expanded, driving consistent growth in sales across various regions. The rise in awareness of the developmental benefits of toys is increasing the demand for plush toys designed with educational or therapeutic purposes in mind.
Many modern plush toys incorporate interactive features, such as sensory stimuli or storytelling components, promoting cognitive development and emotional comfort. These features make plush toys appealing not only to parents of young children but also to educators and child development specialists, further driving growth of plush toy market.
Plush toy trends revealed in the report include:
E-commerce comfort – online shopping has revolutionised the way we acquire cuddly companions.
Character craze – licensed plush toys featuring beloved characters from movies, TV shows, and games continue to captivate hearts.
Sustainable cuddles – consumers are increasingly seeking eco-friendly options. Brands are responding by using sustainable materials such as organic cotton and adopting ethical production practices. Tech-Savvy toys – plush toys are no longer just soft and cuddly. Manufacturers are infusing them with cutting-edge technology. www.alliedmarketresearch.com
the company will use a wide range of activities to emphasise the importance of play and its positive effects on children and adults.
The International Day of Play draws attention to the importance of play worldwide and invites everyone to take an active part in play.
The UN has announced that June 11 is the International Day of Play. Nuremberg, too, will be celebrating the event with activities at various locations in the city centre –and Spielwarenmesse eG will be involved. The trade fair and marketing services provider will be organising various opportunities for those of all ages to join in the play. Along with its partners in the action group (the German Toy Industry Association, the Fair Toys Organisation, the House of Games, the Toy Museum and Ultra Comix),
The fact that the importance of play is now recognised and promoted worldwide by 140 states in the UN is down to the support of international partners including Right To Play, the International Play Association, Save the Children, Lego, Mattel, Hasbro and many other ambassadors.
Christian Ulrich,board spokesperson at Spielwarenmesse, said: “Playing enriches your whole life, because if you play all your life you are helping to stay mentally fit and agile.”
Nuremberg’s Toy Museum will be holding a photo event focusing on all the favourite toys that are brought along, and the Fair Toys Organisation will also have a ‘wheel of fortune’ there with some great prizes to be won.
Edx Education, the educational toy brand, has returned to TOTFest. It has teamed up with The Very Hungry Caterpillar and World of Eric Carle to deliver an unforgettable play experience for families, with guests enjoying an exclusive sneak peek of its new learning through play range, which will launch later this year.
Visitors can step into an immersive world of play and learning with the brand’s thoughtfully designed activity Play Zones:
Junior String Art Activity – Twist, thread, and tangle into fun while developing fine motor skills
Colour Stampers – Splat, press and create with themed stampers and bold colour play
Rainbow Pebbles Corner – Sort, stack and build using tactile, mathsfriendly Rainbow Pebbles
Story Time Corner – Snuggle in for a read-along of favourite World of Eric Carle stories
Dress-Up Area – Little ones can become bugs, butterflies or book characters in the imaginative roleplay zone.
Then there’s the Photo Zone. With life-size butterfly wings and colourful frames, it’s perfect for those shareable snaps.
Heather Welch, UK general manager at Edx Education, and author of Happy Children Play, said: “We’ve designed each zone to engage children’s curiosity, boost creativity, and inspire confidence.” www.totfestfestival.com/book
In a world where streaming platforms, shopping apps, and social feeds deliver highly tailored content, the toy industry is putting personalisation and self-expression at the heart of the play experience.
The US Toy Association named ‘It’s My Vibe’ as one of its top 2025 toy trends at Toy Fair New York in March, emphasising how toymakers are aligning with kids’ evolving desire to express themselves through the products they play with and purchase.
Kristin Morency Goldman, senior director of strategic communication at The Toy Association, said: “Toymakers are increasingly blending creativity, tech, and inclusivity to offer more ways for kids to see themselves and their ‘vibe’ reflected in the toys they choose. Toys that mirror a wider range of lifestyles, cultures, interests, and identities allow kids to connect more deeply with brands and foster a greater sense of belonging.”
From toys that can be customised to reflect a child’s personality to toy shopping experiences that adapt to individual tastes, personalisation is no longer a niche. The trend resonates across digital and physical retail environments as brands develop toys that kids can tailor or personalise through style, colour, features, or storytelling.
For toymakers and retailers, this trend presents opportunities to offer more choice, elevate interactivity, and support the growing consumer demand for personalisation, empowering play that speaks to kids’ individuality in a world of curated experiences.
Here are a few examples of new 2025 playthings that reflect the It’s My Vibe trend:
STMT Positivity Journaling Set (Horizon Group USA) features a 70-sheet spiral-bound journal with inspiring prompts, 1,500-plus creative stationery essentials, and endless ways to personalise the pages into a planner, scrapbook, or dream tracker.
With the Paintable Pictures Customizable Paint Your Pet Photo by Number, turn a favourite pet photo into a personalised paint-by-number masterpiece with this customisable kit.
Playtab (Fat Brain Toys) is a modular sensory toy that lets kids mix and match six of 12 magnetic tiles filled with fine motor fun, cause-and-effect play, and sensory surprises.
The Beyblade X Xtreme Battle Set (Hasbro) lets kids customise their top battle strategy with interchangeable parts, high-speed X-Celerator Gear technology, and a Beyblade stadium built for high-impact battles.
Clixo Tropical Birds (Toyish Labs) includes flexible, magnetic building pieces and a custom wing-flapping mechanism that allow kids to construct and customise a variety of rainforestinspired birds while supporting hands-on STEAM learning.
To learn more about all the toy trends poised to shape the play landscape this year and to watch our full 2025 Toy Trends Briefing, visit toyassociation.org/trends.
The Entertainer’s new 3,000 Generation 5 store has opened in Bluewater shopping centre in Kent.
The store is home to one of only 10 Pop Mart vending machines in the UK, where shoppers can shop for one of the world’s most sought-after blind box toys.
The store offers an extensive range of toys and games, including leading brands such as Lego, Tonies, Barbie, Gabby’s Doll House, Hot Wheels, Peppa Pig and Paw Patrol alongside its Early Learning Centre and Addo private label ranges. It also features a newly developed sensory play wall, which invites children to engage their senses and aid their development through games and activities that explore textures, sounds, and movements.
Andrew Murphy OBE, group CEO, said: “Our latest store opening completes an exciting month for The Entertainer, in which we’ve announced our biggest-ever price drop across almost 800 toys, and significantly expanded our successful partnership with Tesco.”
Michele Molon will take over as Group CEO of Stabilo on October 1.
Sebastian Schwanhäußer will step down from his operational responsibilities as CEO at the end of the current fiscal year and assume the position of chairman of the Advisory Board on July 1. During the transition period, CFO Anke Buttler will lead the Group’s operations. This generational shift has been deliberately prepared to ensure stability while welcoming new momentum and perspectives for the sixthgeneration family-owned company.
Michele Molon is an Italian national with more than 25 years of international leadership experience across both family businesses and listed corporations.
He joins Stabilo from Swarovski, where he had held various global executive roles since 2010 and has been a member of the Swarovski Executive Committee since 2017. Most recently, he served as chief commercial officer (CCO) of Swarovski International.
Hasbro has announced a multi-year extension to its agreement with Disney to continue creating toys and games for Disney’s Star Wars and Marvel brands. It allows Hasbro to continue developing and manufacturing toys, collectibles and board games.
Tim Kilpin, president of toys, board games, licensing and entertainment at Hasbro, said: “It’s an honour to be able to deepen our relationship with Disney Consumer Products to create even more magical play experiences for consumers across the globe. Star Wars and Marvel provide an extensive array of captivating content that gives us an unlimited trove of fresh ideas to create from. Our collaboration spans more than half a century.”
The agreement allows Hasbro to develop a wide range of products for families and fans of all ages. This includes bringing characters from the Star Wars galaxy to life in action figure form through the highly popular lines, the Black Series and the Vintage Collection, as well as engaging new generations of fans.
Hasbro also maintains its separate licensing arrangement with Disney that brings iconic Marvel characters into the Magic: The Gathering trading card game.
Rubies, the costumes and accessories specialist, has announced a partnership with Netflix to secure the licensing rights in EMEA for some of the major global properties including Stranger Things, Squid Game, The Witcher and One Piece. The collaboration paves the way for it to introduce new and exclusive ranges capturing the essence and excitement of each unique franchise.
Fran Hales, head of portfolio and marketing at Rubies, said: “We’re so excited to announce that we have secured the licensing rights for Netflix, to predominantly strengthen our adult-focused costume and accessory ranges. This deal provides us with prominent property options including the upcoming releases with the new seasons of Squid Game and Stranger Things, plus the huge mass appeal of One Piece following its phenomenal success from season one. We are excited to provide fans with the opportunity to dress up as their favourite characters from these groundbreaking series.”
Key focus will be on Stranger Things, the sci-fi series set in the 80s, Squid Game, and One Piece, a live-action adaptation of the Japanese manga and anime series.
uk.rubiesmasquerade.com
Celebrating its 80th birthday in May, the Thomas the Tank Engine franchise released a never-before-seen pilot episode from the archive, voiced by original TV show narrator, Ringo Starr. Thomas debuted in 1945 in a story created by the Reverend Wilbert Awdry for his son Christopher Awdry.
There was also a charitable auction of more than 200 pieces from Thomas’ history in support of the National Autistic Society. The auction featured signed items from previous character voice actors Olivia Colman, Eddie Redmayne and Hugh Bonneville, historic artwork and tv show props.
Mattel has released the original, neverbefore-seen 1983 pilot episode of the series, Thomas the Tank Engine & Friends, on YouTube. The content team took footage from the first test shoot to rebuild and digitise both the picture and sound to give fans a brand-new look at what started it all.
Roberto Stanichi, executive VP at Mattel, said:
“For 80 years, the Thomas & Friends brand has brought joy to generations, sharing timeless stories and valuable life lessons.”
UK fans can enjoy anniversary celebrations throughout the year, including continued fun with Day Out with Thomas: The Party Tour at heritage railways across the country. Enjoy a train ride with Thomas; a real steam engine, live entertainment with Sir Topham Hatt and Rusty & Dusty, photo ops, garden games, Thomas & Friends giveaways for every child.
Mattel has announced the appointment of Paul Ruh as chief financial officer. Ruh succeeds Mattel’s current CFO, Anthony DiSilvestro, who announced his retirement in January. DiSilvestro will continue to serve as an advisor to the company through to August 2025, to ensure a seamless transition. Ruh will report to Ynon Kreiz, Mattel chairman and CEO.
Ynon Kreiz said: “Paul brings to Mattel an exceptional track record as a global finance leader for some of the world’s largest consumer brands, guiding companies to achieve operational excellence and driving strong performance. We welcome Paul to an exciting chapter in our journey.”
Paul Ruh said: “The strength of Mattel’s iconic portfolio of global brands is matched only by its potential for future growth. I look forward to partnering with Ynon and the team to help Mattel execute its strategy and create long-term value for shareholders.”
Spin Master has announced that Paw Patrol: The Dino Movie, the upcoming third feature film in the blockbuster franchise, has rounded out its cast with a host of fan-favourite stars, including Jameela Jamil, Terry Crews and Snoop Dog.
Paw Patrol 3 follows the 10th anniversary of the global hit franchise, building on the success of its first two films, which together earned over $350 million at the box office. It will be released on July 31 2026.
Jennifer Dodge, president of Spin Master Entertainment, said: “This amazing assembly
of performers is befitting of the dinosized franchise that is Paw Patrol. Alongside the brilliant talent already involved in the film, these cast additions will make this a must-see adventure, as our beloved team of rescue pups enters its second decade of captivating kids and families worldwide.”
Cobi has announced the appointment of two new agents – Damien Leahy and Paul Hayward – to manage the Midlands and North of England.
Lee Crocker, Cobi’s country manager (pictured), said: “It is fabulous to have Damien and Paul strengthening the UK team. Damien brings a wealth of hobby experience from his 16 years at Revell and Airfix. Although I have never worked with him, we already have a great understanding of one another, borne by the same work ethos. I have had the privilege of working with Paul, albeit some 26 years ago, so it is great to be reunited with him.”
Cobi is a brick manufacturer based in southern Poland and is known all over the world for creating some of the most unique and detailed scaled brick models, with historical accuracy and design. It supplies more than 200 stores in the UK.
Gibsons Games has been honoured with a King’s Award for Enterprise for Sustainable Development. Gibsons, one of 197 organisations nationally to be recognised with a prestigious King’s Award for Enterprise, is a fourth-generation family business founded in 1919. It remains a small team based in Surrey, committed to bringing people together with the fun and joy of puzzles and games.
MD Kate Gibson said: “This award is an incredible honour for Gibsons. It celebrates the ongoing efforts of our team, past and present, who have shaped our sustainability model and prioritised how we can do business better. I couldn’t be prouder!”
The King’s Awards for Enterprise, previously known as The Queen’s Awards for Enterprise, were renamed in 2023 to reflect His Majesty the King’s desire to continue the legacy of HM Queen Elizabeth Il by recognising outstanding UK businesses.
Bulldog Licensing, the children’s media entertainment specialist, has announced the appointment of Laury Howat as its new retail licensing manager.
Laury’s responsibilities will include a range of licensing categories as well as looking after several key retail relationships. She brings a strong background in retail and soft lines plus over 15 years of experience in licensing at major names such as Walt Disney, Warner Bros Entertainment and the BBC.
Laury said: “I’m very excited to be bringing my knowledge of soft lines, retail and major brands to a leader in its
“I’m
very excited to be bringing my knowledge of soft lines, retail and major brands to a leader in its field”
field. It’s wonderful to be working with Bulldog, its fantastic roster of properties and its highly regarded and dynamic team at this key time in its development.”
Bulldog MD Rob Corney said: “The growth of the business has always been in the hands of a great team of people I’m privileged to work with – and Laury fits that mould perfectly.”
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Bonus fact
An executive producer credit went to then majority owner, Apple’s Steve Jobs, who sold it to Disney in 2006
Disney’s Pixar is celebrating 30 years of friendship and beyond. Yes, 2025 is the 30th anniversary of the first of the Toy Story films. As the promo text asks: “Ever wonder what toys do when people aren’t around? Toy Story answers that question with a fantastic fun-filled journey, viewed mostly through the eyes of two rival toys – Woody, the lanky, likeable cowboy, and Buzz Lightyear, the fearless space ranger. Afraid of losing his place in Andy’s heart, Woody plots against Buzz.” When circumstances separate Buzz and Woody from their owner, the comically-mismatched duo eventually learn to put aside their differences, and they find themselves on a hilarious adventure-filled mission where the only way they can survive is to form an uneasy alliance. Oh, and here’s another famous quote, this one from Randy Newman’s theme song – You’ve got a friend in me.
Some of the past month’s news highlights as offered up in TnP’s newsflashes and beyond. To sign up for the daily bulletins please go to www.toysnplaythings.media
That’s 7 billion dollars. Adults are the world’s fastest-growing group of toy buyers according to Business Insider. In the US alone, they’re spending over $7 billion a year on toys for themselves, including Lego, plush toys, Hot Wheels, Barbie dolls, and Sonny Angel figurines. The world’s biggest toy producers are taking notice and have released entire product lines for adult fans.
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Major players such as Disney and Hasbro are pivoting to launch high-end collectibles, luxury collaborations and nostalgic merchandise tailored to grown-up fans. Mattel is leading the charge, using social listening to tap into pop culture moments – trying to recruit from the gaming and entertainment subcultures. Meanwhile, Disney is doubling down on keeping childhood fans engaged well into adulthood. It is betting big on the adult opportunity and is focused on keeping its existing kid fans engaged for longer.
That’s 80 years of inspiration. Since 1945, Mattel has brought joy and laughter to generations with iconic toys and products. To celebrate this Ruby anniversary, it’s bringing its beloved brands together to spark nostalgia and rekindle cherished childhood memories. Mattel kicked off the anniversary with 80 Moments for 80 Years, a year-long philanthropic celebration of the company’s legacy of giving back to the communities where they live, work and play. This year the company is building on its legacy by donating resources and funds to more than 80 non-profits globally and launching more than 80 philanthropic activations through its Play it Forward programme.
This year sees University Games celebrating 40 years of bringing a fusion of learning and fun across the globe through a range of games and puzzles suitable for the entire family. Founded in 1985 by Bob Moog and Cris Lehman, University Games’ philosophy has always been to offer games that encourage social interaction and imagination through gameplay, with learning sprinkled in to season the game.
Bob Moog said: “Over the last four decades we have created a brand and business true to our roots with the word ‘University’ paying homage to our beginnings, creating products steeped in learning, and ‘Games’ representing the fun that we inject into every product we release.
“The first product we released in 1985 was Murder Mystery Party, which generated huge sales in its first year. In 1987, we co-invented 20 Questions which, like the Murder Mystery Party series, has been a mainstay of the University Games range for the last four decades. Over the past 40 years, University Games has published over 200m games, which is quite a feat for an independent business.”
2025 is a milestone year for the business globally, with divisions worldwide now including the US, Australia and the UK, and there are year-long celebrations planned around the world.
Producers and content creators today are no longer just making a TV show, book, film or game –they’re building Intellectual Properties (IPs) that live across platforms, formats, experiences and products. These extracts from the Insights Family’s Licensing 2025 report cut to the Vegas chase
Understanding which IPs/ franchises are resonating with kids, and how those connections evolve over time, is crucial when making informed decisions about content, product development, marketing and licensing partnerships.
What makes an IP successful in licensing has changed. It’s no longer only about polished studio campaigns or prime-time schedules, today’s kids are discovering, sharing, and connecting with characters in their own time, often through personalised feeds and platforms such as YouTube, Roblox and gaming ecosystems. They’re building their own relationship with IP and that relationship drives product demand.
We’re also seeing new routes to brand fandom emerge. Aphmau has become a major name in plush toys not through traditional media, but through years of YouTube storytelling and fan-first engagement. Fortnite has evolved into more than a game – it’s a creative playground where kids hang out and interact with multiple IPs. Even heritage brands such as Powerpuff Girls are seeing a resurgence as kids discover them in new ways, supported by shortform clips and curated algorithms.
And it’s not just what’s popular that matters. Licensing opportunities now hinge on being able to spot the micromoments where play, discovery, and purchasing intersect. For example, Gracie’s Corner is gaining traction by aligning with how kids consume content today: short bursts, shared socially, and rooted in community. Bluey’s growing appeal
The InsightsFamily has tracked kids’ engagement with media, brands and productssince 2017
“ “
among tweens and teens shows how an IP can expand beyond its original age group when it connects to broader emotional needs and values.
The Insights Family has tracked kids’ engagement with media, brands and products since 2017. Through the largest continuous survey of kids aged three to 18 and parents globally, we monitor behaviours and attitudes daily to help brands spot opportunities and act on them with confidence.
Whether you’re looking to tap into the next big franchise or understand how established properties are being reimagined for young audiences, this report brings those signals to the surface – highlighting the most popular IPs and the ones to watch, the emerging trends shaping the landscape, and where the next wave of opportunity lies.
All data referring to the EMEA region includes insights from the following countries surveyed: France, Germany, Italy, Poland, Saudi Arabia, South Africa, Spain, Turkey, and the United Kingdom.
Barbie Dreamplane – has gained popularity among three-to-15-yearolds as their favourite toy, rising by 25%, now ranking as the 18th favourite toy. Its popularity derives from a combination of playful elements: it’s a versatile playset that doubles as a vehicle, encouraging imaginative roleplay.
Moana – has seen a 525% increase in popularity as a favourite film among threeto-18-year-olds in EMEA since Jan–Feb
2024, climbing from 27th to 4th place. Its success is most likely driven by the enduring popularity of the original film but also from strong voice acting, catchy music, and a relatable story that resonates with audiences.
SpongeBob SquarePants – after 25 years, young audiences still love the most famous resident of Bikini Bottom – its relatable characters, engaging humour, and the nostalgic connection older viewers have with the series are what makes this franchise relevant. It has experienced a 45% boost in popularity as a favourite book among three-to-18-year-olds in EMEA, now ranking 9th compared with Jan–Feb 2024. IShowSpeed – among nine-to-18-yearolds in the UK, this has jumped by 325% as a favourite YouTuber since Jan–Feb 2024, leaping from 13th to 3rd place. The American YouTuber’s popularity with young audiences appears to originate from his energetic and ‘unfiltered’ personality, and chaotic humour, as well as his unpredictable live streams.
All data referring to the Americas region includes insights from the following countries surveyed: Argentina, Brazil, Canada, Mexico and the US.
Sonic the Hedgehog – an IP originally created in 1989, continues to engage kids today. The highly anticipated film sequel, Sonic the Hedgehog 3, was released on December 21, 2024. Since January–February 2024, Sonic the Hedgehog has grown by 106% in popularity as a favourite character among three-to-18-year-olds in the Americas, now ranking fourth.
Squid Game – season 2 was released on Dec 26 2024 on Netflix. The highly anticipated follow-up to the debut of the franchise in Sept 2021, which became Netflix’s most-watched series and received critical acclaim.
The series follows 456 contestants in dire financial straits who are invited to participate in a deadly series of children’s games for a chance to win a large cash prize. Compared with Jan–Feb 2024, Squid Game has seen a 79% increase in popularity as a favourite TV show among 13–to-18-year-olds in the Americas, now ranking fifth.
Inside Out 2 – the sequel film was released in June 2024. Its popularity can be attributed to its universal themes, particularly its exploration of teenage anxiety and the complexities of puberty. Compared with Jan–Feb 2024, Inside Out has surged by 267% as a favourite film among three-to-18-year-olds in the Americas, now ranking sixth.
Free Fire – has increased by 133% in popularity in the US as a favourite mobile game among 13–to-18-year-olds compared with Jan–Feb 2024, now ranking 13th. The popularity of the game stems from its accessibility, social aspects, and targeted regional strategies. The game is free to play and optimised for lowend devices, making it appealing to a wide audience. While this is especially relevant in developing markets, the same factors have likely contributed to its rising popularity among US teens as well.
What’s hot across Asia Pacific (APAC) All data referring to the APAC region includes insights from the following countries surveyed: Australia, China, India, Indonesia, Japan, the Philippines, and South Korea.
Mrs Green Apple – has seen a surge of 550% in popularity among three-to 18-year-olds in APAC since Jan-Feb 2024, rising from 41st to 5th place as a favourite music artist/band. Their popularity in Asia, particularly in Japan, can be attributed to their unique sound and musical talent.
Harry Potter – since Jan–Feb 2024, Harry Potter has grown by 29% in popularity as a favourite character among three-to18-year-olds in APAC, securing the top spot. His popularity in Asia, particularly Japan and China, can be attributed to a combination of cultural appeal, smart franchise marketing, and the brand’s global reach. The fantasy themes, less typical in some traditional Asian literature, offer a fresh and engaging escape for young audiences.
Shonen Jump – has seen a 76% increase in popularity as the favourite magazine among three-to-18-year-olds in Japan, ranking first. The magazine offers high-
quality content featuring chapters from the most popular manga. The magazine’s influence extends beyond its initial audience, shaping manga culture and creating a strong sense of community among readers. Currently, 11% of three-to18-year-olds in APAC read manga.
Ne Zha – has seen a significant 983% rise in popularity as a favourite film in China among three-to-18-year-olds since Jan–Feb 2024, climbing from 6th place to first place. The character’s iconic status in Chinese mythology, his relatable story, and the cultural resonance of the film’s themes is driving the franchises’ success. The film Ne Zha 2, in particular, has become a cultural phenomenon.
Key and actionable insights
IP longevity requires an evolving, intentional ecosystem – Not Just Ubiquity Franchises such as Minecraft, SpongeBob, Barbie, Harry Potter, and Sonic the Hedgehog aren’t just everywhere – they’re relevant everywhere. Their success stems not from being crossplatform alone, but from strategically sequencing their expansion in ways that evolve with audiences while preserving brand DNA. Minecraft’s move from gaming into toys, education, and now film shows how thoughtful timing and platform fit can unlock new revenue streams and cultural relevance.
Action 1 – Map licensing strategies based on audience behaviour, not just platform availability. Start with where the audience is most engaged, then build touchpoints that mirror their media journey – moving from play to watch, wear, collect and create.
Action 2 – Develop a living IP roadmap, one that updates regularly to reflect shifts in audience habits, emerging tech, and cultural conversation – ensuring the IP doesn’t just survive, but grows in resonance.
Licensing wins go to the fastest movers, not just the biggest names – in today’s fast-moving landscape, cultural timing can make or break an IP. Inside Out 2 and Ne Zha saw sharp spikes in popularity not just because of strong storytelling, but because they launched at the right cultural moment — tapping into a growing focus on emotional wellbeing in the postpandemic era, and a wave of national pride for homegrown content during Lunar New Year, respectively. Relevance isn’t just about what a story says, but when it says it. Brands that monitor real-time sentiment and act quickly with timely, well-matched licensed products can ride the wave of interest, rather than chase it.
Action 1 – Establish real-time trend monitoring loops; combining social listening, market intelligence, and predictive data models to spot momentum shifts early.
Action 2 – Create agile licensing frameworks with modular, pre-approved assets and plug-and-play product designs that can be quickly adapted across markets or IPs when a cultural moment strikes.
IP longevity requiresan evolving, intentional ecosystem“ “
Local IPs are emerging and competing with global franchises – as kids’ content preferences diversify globally, local IPs such as Ne Zha, Teenieping, and Upin & Ipin are becoming dominant forces in their home (and often neighbouring) markets. These IPs succeed because they are deeply rooted in local culture, language, social values, and humour – things that global brands are likely to be slower to respond to. Their expanding growth highlights that global brands must move away from a one-size-fits-all approach and embed themselves more profoundly into regional or local cultures to make themselves more relevant.
Action 1 – Form strategic alliances with leading local studios or creators to build regional resonance and navigate cultural nuance authentically.
Action 2 – Adapt narrative arcs or character designs to reflect regional folklore, holidays, or societal values –building a bridge between brand identity and cultural specificity.
IPs that grow with their audience multiply lifetime value – IPs such as Bluey are proving that age segmentation is fading and age brackets are fluid. While originally aimed at preschoolers, Bluey now resonates with older kids and even adults – thanks to layered storytelling and co-viewing habits formed during the pandemic. For brands, this means a single IP can yield diverse licensing opportunities from toddler toys to adult fashion, collector editions, and even wellness content.
Action 1 – Regularly map your IP’s fan base demographics to identify shifts and emerging segments. By tracking audience interests, you can pinpoint pivotal moments for expanding product lines and aligning with evolving consumer preferences.
Action 2 – By introducing offerings that ‘grow’ with your audience – such as fashion and apparel, books, or more complex video games – brands can extend their relevance, unlock new revenue streams, and deepen long-term fan loyalty.
brought buying and boogying into the spotlight, with awards and new products both in high supply across three days
Arriving at the Majestic Hotel in Harrogate each May is a homecoming for many independent toy retailers across the UK and Ireland. The Toymaster May Show marks the start of the second half of the year, when trade begins its steady climb to the all-important golden quarter.
Retailers come with chequebooks primed, ready to place orders on the toys that will define the rest of their year. It’s a show known for real business, but it’s also a time to catch up with decades-old friends, reignite connections with peers, and spend quality time with leading suppliers without the distraction that nationals and – ahem – media often present at other trade events throughout the calendar.
There were around 15 new exhibitors
Toymaster and the independent trade plays a fundamental role in the UK toy industry. We’re very proud to partner with you all
Christian Pau, VP Lego Group UK and Ireland
year’s show, as well as a growing contingent of non-member indies who made the trip to take advantage of all the opportunities the event offers. The word across the hotel and its grounds was that this felt like a really busy, well-attended event.
Before the show had even officially opened on Tuesday, the first order had been placed on the Just Play stand. Amy Saunders, country manager UK, told us: “Me and the team are early for everything, so we were on the stand at about 8.30, ready for the 9am start, having a coffee and running through the final details. Then we had a walk-on, and before I knew it, they’d placed their order.”
and their customers a reason to visit their shops time and again.”
No prizes for guessing that Just Play’s Stitch lines were highly sought after. The Disney constant across the show, featuring on everything from outdoor goods from MV Sports, accessories exhibitor Peers Hardy, Buddy.
The ink was dry before the show opened and the first wave of retailers made their way down to the Drawing Room. A self-professed lover of the Toymaster show, Amy said: “I’ve known many of the Toymaster members for most of my career. They’ve always supported me and have been amazing as we’ve been building up the Just Play business over the past few years. We really respect one another. That’s why we always make sure to offer them some exclusives at this show, something premium and from our top licences and brands. It gives them unique lines to offer their customers,
Charlotte Brodie, freshly promoted account manager at Craft Buddy, said: “The show has been really great. We have a lot of new lines for the second half of the year and Christmas, some of which we’re showing to retailers here for the first time. We’ve expanded on our Crystal Art Secret Diary range, which works really well at toy retail as something a little bit different, as well as introducing more premium Crystal Art Buddies with top licences such as Harry Potter and, of course, Stitch.”
Craft Buddy was also showcasing more sustainable lines. “Many of our retailers were asking for more
Hash Yilmaz Magicbox
sustainable lines, so the design team have been working really hard, tweaking even small things, to ensure that everything from the products to the packaging are more environmentally friendly. Some of that has resulted in cost savings, and we’re passing that on to retailers, too!”
Toys2market was doing a roaring trade in the Upper Marquee. “It’s Toymaster, so you know before you come that it’s going to be a great week,” said head of sales Sabrina Hayhoe. “We’ve seen plenty of familiar faces and welcomed some new accounts, too. It’s been a fantastic show for us and our brands.”
And the winners are… After the buying comes the boogying at Toymaster, with two evenings of food, drinks and entertainment. On the first evening, Disco Night, Toymaster managing director Yogi Parmar took to the stage to deliver a rousing speech celebrating the vibrancy and resilience of the UK and Ireland’s independent toy retailers. At times he could hardly be heard over the cheers and roars of encouragement from suppliers and retailers in the crowd.
“It’s great to see so many Toymaster members gathered together to celebrate independent toy retailing,” he said. “At Toymaster, we believe that strong partnerships are the foundations of success. And together, we’re far more powerful than we are alone. So make the most of your time here; network, connect and, importantly, enjoy a glass or two of wine this evening. Three cheers for independent toy retailing!”
Four prestigious Golden Teddy awards were presented to legends of the industry this year by BTHA chair Simon Pilkington, and Matt Jones, head of digital and toy trust services at the BTHA.
Steve Kerrison was recognised for his service to toy retail for more than four decades, and Gary Squires, of
“At Toymaster, we believe that
strong partnerships are the foundations of success
”Yogi Parmar MD, Toymaster
of the toy trade and described as a trusted advisor to many who is always happy to share support and advice, was also fêted. The third Golden Teddy was awarded to sales agent David Larter, described as “generous with an old-school style”, who spent more than 25 years in the toy trade running his successful sales agency. Beloved retailer Paul Carpenter of Totally Toys on Bristol’s Gloucester Road took the show’s final Golden Teddy. “Because of him, people love going into their local toy shop,” said Matt.
Amy Saunders of Just Play was also recognised, named the 2025
Friends of Toymaster winner for her dedication to improving service for Toymaster members. “She loves Toymaster and describes it as her happy place,” said Toymaster commercial director Paul Reader.
The Lego Group took home a special recognition award, presented by Toymaster chair Chris Blancher.
Christian Pau, VP, Lego Group UK and Ireland, took to the stage alongside his team to collect the award, thanking members for the accolade.
“This is a surprise,” he said. “We are truly honoured and will find a special place to display the award at our offices. Toymaster and the independent trade plays a fundamental role in the UK toy industry. We’re very proud to partner with you all. Thank you very much for this award – and thank you for the collaboration over the years.”
The Toymaster Supplier of the Year award was won by Brainstorm, which “delivered an outstanding performance in 2024 and have proven to be a key partner to Toymaster retailers”.
The show returns in 2026 from May 19-21. The Toys n Playthings team will be there and, from the sounds of it, so will the rest of the trade.
Heather
Sabrina
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Vicki
Thereʻs a new packaging update on Ravensburgerʻs ultimate marble run with the new
Cuddle up with us while we discover more about the increasingly successful and timeless plush category, and how it is appealing not just to little ones, but to a far wider demographic…
Plush toys – whether childhood comfort or kidult collectibles – just never seem to go out of fashion.
As Bigjigs Toys MD Liz Ireland, points out: ‘‘The modern world has increasingly become more digital, with major technological advances and the age of kids playing on screens getting younger. Yet, the simple plush toy has remained a timeless comfort to children despite the rise in devices.’’
A new plush toy market report from Allied Market Research predicts that the plush toy market will hit an incredible £18bn by 2033.
And at London Toy Fair earlier this year, Circana and the BTHA revealed that the Squishmallows Plush 8” Assortment retained its position as the top-selling item in 2024 for the second year in a row, and
Liz Ireland
‘’As a child I cherished a teddy bear, he was loved to bits. He went everywhere and was a bit battered but he was much loved. As to a favourite toy now, if I were a child now I think I would choose a train set with loads of component parts and offering fresh play value every time it came out of the box!’’
Liz Ireland, MD, Bigjigs Toys
“We have all been through, and economically are still riding the
the year before, plush was the strongest performing category, recording an 11% growth. Facts that emphasise the enduring appeal of soft toys for UK consumers.
barometer as to the state of the market is whether customers are happy to settle accounts on time –and I can report they are!’’
The success of the plush sector is driven by a number of factors –one, says Rainbow Designs’ Zara, is the tough few years we’ve all had as a society, from Covid to the state of the economy: ‘‘We have all been through, and economically are still riding the wave, of a tough few years, and the need for comfort and security fi lters right down to our youngest of little ones. Soft toys are very good at providing that reassuring cuddle, and go-to ‘safety blanket’ when needed.’’
wave, of a tough few years, and the need for comfort and security filters right down to our youngest of little ones
and brand director,
Rainbow Designs
up by 3%, with the Allied Market
Plus, licensed toys continued to play a key role in shaping market dynamics during 2024, occupying 35% of overall total market share, up by 3%, with the Allied Market Research identifying the growing demand for toys featuring characters from movies, TV shows, and video games as a key driver behind the plush sector.
behind the plush sector. It’s a reliable category, Zara
It’s a reliable category, Zara Grindrod, sales and brand director at Rainbow Designs, notes: ‘‘The toy sector, and in particular plush category, is historically a stable and reliable marketplace that continues to show growth when other retail sectors don’t.’’
This need for comfort as well as nostalgia is running through generations, with Liz pointing out, that although plush toys are still a traditional fi rst gift for a new baby, ‘’recently, soft toys have become popular among Gen Z for this reason with many young adults collecting them’’. It’s a trend that has been evident at Rainbow Designs too, adds Zara: ‘‘Collectible plush is most certainly on the rise, and this can be seen in the demand for our fun and vibrant new Mr. Men Little Miss range, which includes soft toys and plush keychains.’’
other retail sectors don’t.’’
positive: ‘‘The market generally seems quite buoyant; good orders
As we mentioned earlier, the 8in plush from Squishmallows are bestsellers – so is the size important for sales? According to our industry experts, it’s also value that matters.
And Liz at Bigjigs is feeling equally positive: ‘‘The market generally seems quite buoyant; good orders are being fulfi lled and delivered in good time. While limited, I do think there is life on the high street. Out-of-town destinations are doing particularly well. A good
high street. Out-of-town particularly well. A good
‘‘There is absolutely space and market for all sizes of plush, but it must offer good value,’’ says Zara. ‘‘Giant plush, such as our super soft Giant Paddington Movie Soft Toy brings both the wow factor and cuddle factor. Whereas small
plush plays perfectly to the collectability factor, and a multiple character licence such as our new Mr. Men Little Miss range works perfectly with this format, offering eight iconic characters in both soft toy and plush keychain options to collect.”
Liz adds that different sizes suit different purposes for varying age groups: ‘‘The size of the plush you want depends on the age of your child and the context in which they’ll be used. For younger children, a smaller plush may be more suitable. This way, little ones can easily play with toys without exerting too much of their energy but they will still help them to develop their fi ne motor skills and dexterity. A larger plush size is ideal for decorating a nursery. With very large plush toys, kids can sit on them and cuddle them for comfort.’’
Texture is another important factor – after all, who can resist giving a plush toy a cuddle, says Zara: “When you fi rst see a soft toy, one of the initial reactions is to reach out and touch it… it is all about the touch, softness and feel. This all plays into the emotions you experience when you pick up a soft toy; that cuddleability, and softness, creating a sense of calm, and a feeling that you just don’t want to put it down.”
And the safety of the materials used plays an important part too, says Liz: ‘’Ensuring that the plush uses soft materials that won’t irritate young, sensitive skin is a must. A sensory plush for toddlers may use different textures for your little one to explore and learn about the world around them, whereas toys made for comfort would use softer textures to soothe them. We pride
ourselves on making safe and calming plush from environmentally friendly GRS Certifi ed materials.’’
and calming plush from GRS Certifi ed materials.’’
What was your favourite soft toy when you were young? Do you have a favourite now?
up on plush more and more,
parents who are making
Finally, although the kidult market is picking up on plush more and more, at the end of the day, it’s parents who are making most choices when it comes to purchasing. So what do they see as important? For Liz it’s about safety and child development:
“I had a Bunny, who was imaginatively called Bunny! He went everywhere with me and he’s still in my loft, although now he has no ears! My favourite now has to be our Signature Peter Rabbit – it’s such a lovely item and I would always give it as a first baby gift.’’
Zara Grindrod, sales and brand director, Rainbow Designs
“
what do they see as important? For
‘‘Parents
‘‘Parents want to ensure that their child is safe using any toy, especially plush, which could have small pieces of fabric. Comfortable materials are a must, parents looking for soft toys want to know that they are suitable for their child to play with and cuddle up to. Not only will they be looking for plush that is appropriate for their kids’ ages, but something that can help their children explore their imaginations and help them with their learning and development.’’
Plus, there’s a connection formed
Rainbow Designs Rainbow Designs
Whether you’re a big kid or giving your own child their first teddy bear, plushies are a great way to provide emotional support and allow your child to express themselves
Liz Ireland, MD Bigjigs Toys
with plush that is perhaps not seen in any other sector of the industry, concludes Zara: “A cuddly toy or plush comforter is one of the very fi rst toys a newborn will ever have, they form a connection, at fi rst just by the touch and feel of it. As they grow and begin to recognise characters from entertainment and literature such as Paddington, Peter Rabbit and Disney’s Winnie the Pooh, the licensed character element becomes an important aspect. Parents are not only looking for good-value toys and gifts, which plush offers, they are also looking for toys with an educational, developmental and sensory focus, such as our licensed character series of Unfold and Discover Activity Toys.”
ONE FOR FUN 0141 613 2525 www.oneforfun.com sales@oneforfun.com
Tobar’s Animigos range of animated plush animals continues to grow with the addition of great family favourites . Animigos World of Nature range has won acclaim and awards for the lifelike depiction in plush of the world’s animals. All of these are suitable fori nfants – this year sees the addition of an Otter Mum with her baby, plus a Red Fox and a Deer. Smaller additions are the Black Cat and the lovely Duckling. Animigos World Of Nature includes educational information on all the animals.
BIGJIGS TOYS
01303 212691
help@bigjigstoys.co.uk bigjigstoys.co.uk
Cuddle up to these floppy-eared Rabbit Plush toys. Available in a large or small size, these sensationally soft plush rabbits are perfect for toddlers to wrap their arms around. Adorably dressed in striped t-shirts, these white fluffy bunnies feature patterned yellow feet and ears to keep little ones engaged. The cute rabbit teddies have smiling, friendly faces to help children recognise emotions and develop empathy skills. As children roleplay with their soft toys, they will learn how to look after their teddies and communicate well with others. Burrow these soft rabbit plushies into a cot or child’s bed as a cosy nighttime comforter, or keep in the playroom for hours of imaginative play.
Parents can be assured that these Rabbit Plush toys are safe to snuggle up to as the toys are made from premium-quality and environmentally-friendly GRS Certified materials so that little ones can enjoy years of plush playtime. Part of Bigjigs Toys’ Simply Scandi range, these plush toys are ideal for small hands to carry and squish them everywhere they go for maximum comfort. The Rabbit Plush Toys make a great gift for any child from 12 months old and beyond. hands to carry and squish them everywhere great gift for
CHARLIE BEARS
01566 777092
uk-sales@charliebears.com www.charliebears.co.uk
This year marks a remarkable milestone for Charlie Bears; the beloved British brand known for its beautifully handcrafted, collectible bears and characters celebrates its 20th anniversary.
Founded in 2005 by Charlotte and William Morris, Charlie Bears has spent the past two decades capturing hearts and imaginations with every creation, becoming a treasured name among collectors and gift buyers alike. Now, as the brand reaches its 20th anniversary, it’s celebrating with a fresh wave of innovation across its family of brands, all designed to delight a new generation of fans while honouring the whimsical charm at the heart of the brand.
Pocket-sized plush brand Cuddle Cubs by Charlie Bears, has just released its next instalment of six new farm-inspired characters
addition for retailers looking to
offer something sweet, accessible, and collectable.
In true Charlie Bears style, the company is marking its anniversary with the launch of several exciting new characters across its growing family of soft toy brands, each with its own distinct personality, purpose and audience. These new ranges offer retailers a versatile, heartwarming addition to their stock that’s rich in storytelling and designed with love.
Next is Bear & Me by Charlie Bears, a lovingly designed brand of super-soft plush characters that are suitable from birth. These timeless companions make perfect gifts for newborns, birthdays, or ‘just because’ moments. With neutral colour palettes and a soothing aesthetic, Bear & Me appeals to a wide gifting market, offering comfort, quality, and a strong emotional connection that parents, grandparents and little ones will adore.
Finally, Bearhouse by Charlie Bears invites customers into a
Cuddle Cubs by Charlie Bears, a delightful pocket-sized plush brand has just released its next instalment of characters. These miniature marvels are priced at pocket-money prices, making them an ideal impulse purchase for families. The latest release includes six new farm-inspired characters, each as charming as the last, making them the perfect
world of mythical creatures and magical adventures. With luxurious plush and a strong narrative appeal, this range is designed to inspire wonder in children of all ages. Think dragons, gargoyles, and legendary creatures, all with Charlie Bears’ signature attention to detail. It’s fantasy made huggable, and a must-have for any retailer looking to add enchantment to their shelves.
CHARACTER OPTIONS
0161 633 9800
sales@charactergroup.plc.uk character-online.com
Character’s plush portfolio continues to delight, with its breadth of ranges, from new IP Stuffs to WereBears.
Stuffs is a fun new IP that taps into the trend for all things cute in the cosmetics aisle. Each Lip Balm-shaped pack comes with an adorable mystery plush character, with a handy little pocket containing a deliciously scented lip balm. There are eight character plushies to collect, from a cute Bubble Tea Plush to a Jelly Donut. What’s more, there’s even a lip balm holder, which you can attach to a phone or note pad.
Character has brought back the fun but fierce WereBears collection. This original jump-scare plush has been reimagined for 2025
With demand for 1980s toys at an all-time high, Character is bringing back the fun but fierce WereBears collection, appealing to both the kidults who originally owned them and the new generation. Just like the original characters from 42 years ago, this teddy bear range will have both a soft and sinister side, appealing to both boys and girls with their wacky personalities. This original jump-scare plush has been reimagined for 2025. The collection will include the much-loved characters of Grizzler, Howler, Fang and Gums – each with an awesome transformation that goes from cute to gruesome.
awesome transformation that goes from cute to
PEERS HARDY GROUP
0121 524 1400
jbarrett@peershardy.co.uk https://peershardy.com
Peers Hardy introduces its 2025 collection of accessories – including adorable plush backpacks, purses and gifts featuring some familiar and iconic characters.
This heartwarming collection of plush accessories is designed with both fun and function in mind. Ideal for younger children or fans of soft collectibles, these character-led products bring smiles to every day.
Highlights from the collection include:
Hello Kitty Pink Plush Backpack – £24.99. Soft and huggable with roomy storage for school or play.
0800 102 6885 uksales@justplayproducts.com www.justplayproducts.com
From Stitch to furReal, all the way through to Knotz – the creative, collectible IP that lets you make your own plushie pals – there’s plenty of plush fun in the Just Play portfolio.
Hello Kitty 3D Plush Coin Purse – £22.99. Cute, compact and perfect for little treasures.
compact and perfect for little treasures.
Stitch & Angel Plush Notebook – £9.99. Adorable, soft-cover notebook for notes, doodles, or journaling.
Lilo & Stitch Kindergarten Backpack (Teddy Style) –£19.99. A perfect companion for young fans of Disney’s beloved blue alien.
With Disney Lilo & Stitch now in cinemas, there’s lots for fans to celebrate their fandom in Just Play’s Disney Stitch master toy collection. Available for pre-order from 626 day (June 26) Disney Ultimate Stitch is the interactive feature plush with more than 100 sound and motion combinations. Kids and fans will experience a full range of all the feels – from playful sweetness to a full-on alien tantrum. Tap or press his nose, tongue, belly, or hand for hilarious antics and sayings in Stitch’s native Tantalog language.
£19.99. A perfect companion
beloved blue alien.
Also among the movie range is Disney Stitch Many Moods Stitch Plush. This feature plush brings Stitch’s lovable personality to life with light-up, animated LCD eyes and more than 50 sounds and phrases.
From school days to playtime, this plush line makes every outing a little softer and sweeter.
The Just Play portfolio is also home to the furReal collection, licensed from Hasbro. New interactive pals this A/W include furReal Coco the Tumbling Panda and furReal Maggie the Feed & Follow Cow. What kid wouldn’t love bottle-feeding Maggie?
01491 826500
customerservices@rubiesuk.com uk.rubiesmasquerade.com
From the delightfully spooky Beetlejuice to the bone-chilling Ghostface and the supersonic Sonic, Rubies’ collection of Kidrobot Phunny plush characters are a perfect addition to any fan’s space. With their quirky designs and premium quality, they’re a playful way to bring beloved characters to life in huggable form.
01462 446040
info@thepuppetcompany.com thepuppetcompany.com
The expressive features and large size make them ideal for both adults and children, creating a true wow-factor.
donuts, cheesy puffs and more,
fans who want to add a dash of
And for those with a soft spot for adorable snacks, the Yummy World collection has you covered. Featuring plush creations of pizza, donuts, cheesy puffs and more, these snuggly delights bring a sprinkle of fun and food-inspired joy to any collection. Perfect for fans who want to add a dash of playful cuteness to their pop culture haven.
RAINBOW DESIGNS
01329 227300 sales@rainbowdesigns.co.uk www.rainbowdesigns.co.uk
It’s cuddly characters galore at Rainbow Designs! Offering the perfect cuddly friend for kids of all ages, Rainbow’s adorable, playful and engaging soft toys focus on some of the most prestigious and high-profile licensed character collections, which include Paddington, Peter Rabbit, Disney’s Winnie the Pooh and Harry Potter Wizarding World, alongside the new Bing, Mr. Men Little Miss, Dumbo and Tikiri Toys ranges arriving this year.
Arriving this summer is the range of beautiful Bonikka Dolls. Produced by Tikiri Toys, a family-owned company in Sri Lanka with a strong focus on tradition, sustainability, and emotional connection, Bonikka Dolls offer children a plush comforting companion that fosters empathy, imaginative play, and nurturing values. The brand’s origin story is rooted in the founder’s cherished childhood doll, and with growing demand for toys that promote emotional development and imaginative play, Bonikka Dolls offer a compelling option for retailers.
The new fun and vibrant Mr. Men Little Miss range will also be arriving in town this summer. A treasured British brand for over 50 years, Rainbow’s colourful new range includes an adorable range of large cuddly cushions, collectible soft toys and plush keychains.
With a whole host of new arrivals, and a lot more newness under way, The Puppet Company introduces its exciting new arrivals, perfect for summer fun. From the new Micro-Monsters and the latest Eco Sockettes, to the amazing ZSL Jumbo Friends Puppets, there really is something for everyone. Get ready to meet your next pocket-sized obsession – meet the Micro-Monsters! In a range of eyecatching designs and with their own unique personalities, these finger puppets make playtime a breeze and can travel wherever you go. At just a few inches tall, they tuck easily into a pocket or backpack, inspiring imagination and creative play from the palm of your hand.
Soft, fluffy and full of character, these little monster finger puppets are also cuddly soft toys that sit up for easy displays. Featuring seven eye-catching designs to collect, these tiny terrors are also available as part of a branded box set to showcase the range.
Encouraging imaginative play, roleplay, and helping to develop fine motor skills, this standout collection of six animals are the latest arrivals as part of The Puppet Company’s ZSL collaboration, with further lines under development.
The latest arrivals to the bestselling Eco Sockettes collection include a Unicorn, Swamp Monster, Witch and more. With the signature knitted stripy material and attention to detail, these are a fantastic addition to the range and a whole lot of fun.
Year-round bestsellers and popular with children of all ages, the range now includes Bobby, Flint and Twinkle, alongside Wilma the Witch and Squelch the Swamp Monster, for displays that just ask to be played with.
The Puppet Company is also proud to showcase the new Hope Eco Sockette, designed in partnership with The Brain Tumour Charity to raise vital funds for the charity, in memory of co-founder Peter Lockey.
Retailers - buy a set of 8 MicroMonsters and receive a free Display Box.
a real storytelling powerhouse and
Featuring fully movable
Proudly designed in collaboration with global conservation charity, ZSL, the new Jumbo Friends puppets are sure to add the wow factor to any display and bring fun to playtimes and adventures. These puppets are a real storytelling powerhouse and create unforgettable play. Featuring fully movable mouths and impressive attention to detail, these Jumbo Friends are sure to be a hit with any animal lover.
with 7 finger puppet Micro-Monsters to collect — pick your faves, or grab ‘em all!
UK Games Expo is the largest games convention in the UK. We will have a full review in our July issue with enthusiastic experts from Beacon Games diving into the gaming universe. In the meantime, we revisit an excellent piece featuring Expo’s Richard Denning from last year
UK Games Expo (UKGE) has something for everyone from family games to the latest hobby gamers. There are huge halls that allow sitting and playing the games. There are also tournament and event spaces, and plenty of room to play latest purchases. Alongside this are game development and business zones, costumed play groups, reenactors, live shows and seminars.
Richard Denning, director of UKGE, board game designer, writer (and retired GP) knows and gets the show better than anyone since he has been directly involved for 19 years.
Richard says: “In that time we have seen a huge growth in the number of players engaging with tabletop games of all genres. The show itself went from 800 attendees to 40,000, and that steep curve and growth really has happened to the wider industry. We recently visited a major distributor’s warehouses and that is something now very modern and vast and set up to dispatch games on a scale undreamed of 20 years ago.
“At the same time, the trend is firmly leaning towards the family audience and a broader range of genders and ages. While there is a core hobby gamer base who play the more complex games, there’s a wider audience of more casual gamers playing the more mainstream games. But even that definition of mainstream has changed, with more and more medium-weight strategy games on the
shelves of Waterstones and other shops the general public visit.”
On the question of what is driving so much growth in the genre, Richard says: “Games moved from being seen as perhaps a geeky hobby to something accepted and enjoyed by the increasingly mainstream public over the period the Expo has existed. Some of this is down to the fact that the games were shown in a good light in programmes such as Stranger Things and The Big Bang Theory. Movie celebrities talking about playing D&D (Dungeons & Dragons) made it acceptable, even something to investigate and try out.
‘‘Games are improving in their quality and a whole generation of accessible gateway games ease the mainstream public into trying out games. An increasing number of younger people incorporate a games night into their regular weekly routine as part of what they do with friends.”
Last year’s show was another major success, and Richard noticed some interesting trends: “Many publishers are spending a lot of time on the quality of the components in games, whether
An increasing number of younger people incorporate a games night into their regular weekly routine as part of what they do with friends
that is simply the materials and feel of them or increasingly clever little touches to designs that show they have sat down and played the game and thought about what people do physically in the game and then looked at how the game pieces can make that easier or more fun. It’s a delight sometimes when you see what they have done and how it is used in the game. An example might be the turning and swerving tool in the latest edition of Car Wars, which slots under the cars nicely and helps the players turn their cars in a neat way.”
Finally, and on the subject of evolution in the gaming world, Richard observes: “Games are not stuck in the past, and even those brands we are celebrating as being 40 or 50 years old are reinventing themselves with new art, gameplay and appealing to a new audience, and in the same way, older perhaps dormant publishers are relaunching.”
TnP is looking forward to hearing about the experiences of our Beacon Games friends at UKGE and we hope you will enjoy reading about them.
www.ukgamesexpo.co.uk
Tomy showcased its new Human Controller party game at UK Games Expo
The Tomy stand was designed to create a wholly immersive demo experience and introduce show attendees to the company’s innovative new party game concept drawing a crowd over the half term weekend.
Families and game enthusiasts were able to experience the game first-hand using the Bluetooth connected headset, which connects to a smart device to guide a teammate through five of the 30 hilarious interactive mini games included.
According to Mum Jenny, there’s only one thing that Lola (aged just three) likes more than Paw Patrol, and that’s Peppa Pig and so it was a close–run thing when she tested MV Sports' Paw Patrol Rollacase. Oh, and there is a Peppa Pig one as well
Toy name: MV Sports Paw Patrol Rollacase
Mum: Jenny
Child: Lola (3)
Any parent is going to be familiar with these ride-on children’s suitcases. They are cabin-sized and ready for take-off (airline dependent); it’s a great travel companion for little ones. Kids love them as they feel independent and all grownup with their own case, and the bonus is, it is perfect for keeping them entertained while queuing at the airport, or just about anywhere, really.
TnP – Mum, what do you think of MV’s case in particular?
Jenny – “I didn’t think these kind of all-inones were that big a deal but Lola loves it.
I am converted.
We have brought it on holiday here with us in Dorset and she’s been using it ever since (and even on the beach). You can also fit a surprising amount of stuff in there” (it fits 10 litres of storage space to be precise).
TnP – What about the quality and features, Mum?
it’s been through already, it’s having no
Jenny“It's strong,really and the clasps are robust''
the boot. Main concerns always for me
Jenny – “It’s really strong, and given what it’s been through already, it’s having no problem. The clasps are robust and I like the locking features for extra security (and the way you can open and lock easily with the key lock that’s part of the strap). I’d give extra points because it’s lightweight; it was easy getting it out of the boot. Main concerns always for me are safety and I feel safe with her being on it. I like the pullout footplates too. Lola likes being barefoot all the time and wanted to use it without them, but if we’re picking up a pace, it’s great to have that option of course.”
TnP – What do you think Lola likes about it?
Jenny
Jenny – “It’s Paw Patrol (tick) and fun to use. She also loves me pulling her along and loves running along with it on her own. I think I put the strap on the wrong way round but it didn’t bother Lola. When we were packing to come away she had great fun packing all her teddies and clothes.
Right now she’s using it to fill up little treasures she’s found on the beach. Pretty handy as normally I’m loaded down with all her stuff.”
TnP – How often will the MV Rollacase be used?
great for pulling her around when
Jenny – “We have a bit of a long-haul trip coming up and it will be coming with us. It will be great for pulling her around when she would normally be in bed (and will be especially grumpy and tired). I can also see her wanting to take it on sleepovers back home. It’s going to come out again and again isn’t it!”
TnP – Any downsides?
Jenny – “No. It’s a good price, it’s sturdy and bright, Lola loves it and it does what it should with a lot of functionality.”
TnP – Other thoughts?
Jenny – I could do with an adult version that’s maybe electric for me.”
TnP – We’re not sure how serious Jenny is but we have put that idea to MV!
TnP gets on the move with all things that fly, drive or steam, and catches up with Cobi Toys’ country manager UK & Eire, Lee Crocker, to talk about this category…
What is your opinion on the status of the market at this moment (not just for your products but as a whole)?
As we predominately deal with indies, I would say that the general feeling is that the first quarter was very promising, with most saying that they were up on last year, even with Easter being later. The market during Q1 was driven by Pokémon and Lego as they both had major launches.
Do you see any particular up or down trends in your area(s) of the market?
than the toy market, but I would say that
The hobby sector is harder to analyse than the toy market, but I would say that model trains and sets are down, purely due to the fact that it is a generational interest. But the actual hobby category is definitely on the increase.
This is because there are new players in the market such as Jellycat, Lego Botanicals, and the genre associated with this market (military) has new blood such as Cobi (construction) and Games Workshop (tabletop gaming). What is great to see is that old stable brands
’ Model trains and sets are down, purely due to the fact that it is a generational interest. But the actual hobby category is definitely on the increase
”Lee Crocker country manager
UK & Eire
Cobi Toys
the past by larger companies are independent again; Oxford Die Cast being a prime example.
The kidult market is not new, it has been around for centuries, ever since consumers started collecting, modelling and building, and it will be around for centuries to come.
since consumers started collecting, construction. Within this category, it covers all age groups, sexes, and genres, and
Are there girls who are as keen as boys to buy these products? And is this a growing trend?
Yes, but it is genre specific (not pink specific). Brands that I have mentioned above have contributed to this, along with the pandemic. Back then, when people had a lot of time on their hands, they were able to participate in activities that they enjoyed when they were younger or just wanted to try something different. This was across both boys and girls and men and women. At this point the barrier or negativity about these hobbies were eradicated. Wives/ girlfriends would previously ridicule their husbands/boyfriends about playing with bricks and building something, but now they are enjoying the same hobby together.
If a retailer was looking for just one toy/range to stock, what would be your top suggestion?
Of course I would have to say
age groups, sexes, and genres, and is the top-performing category.
How do you help retailers who stock or look to stock your ranges?
That depends a little bit on what the retailer is looking to achieve. We of course offer the stable POS such as shelf talker, posters and wobblers. Later this year we have LED signage available to the customer (orders being taken now), and for me the most important factor is display models. These are eyecatching and allow the consumer to see the style and quality of our products.
What was your favourite plane, train or automobile (toy or otherwise) when you were young? And why?
Growing up (who says I have grown up!?), for automobile it would have to be K.I.T.T (Knight Rider). After all, who wouldn’t want a self-driving, talking sports car? For plane (or helicopter), it would be Airwolf – commuting would be easy! And as for trains –there is only one train and that is the Flying Scotsman.
CHARACTER OPTIONS
0161 633 9800
sales@charactergroup.plc.uk character-online.com
Vrrrroooooom! Time to get off the track. Stu, the daredevil stuntman is coming, with a whole new toy collection from Character Options to celebrate the humour in epic fails.
Launching this summer, the incredible new Stuntman Stu range will comprise collectable, breakable stunt vehicles, which place action, adventure, fun, stunts and epic fails at their core. Developed in collaboration with Playmates Toys, Stuntman Stu will be brought to life through epic fail animation, humour and high-tech wizardry. And the entertainment won’t just drive kids to retail, it will also inspire them to make their own Stuntman Stu content with the toys.
The Nitro Boost Stunt Bike is a wind-up gyroscopic stunt bike that comes with figure and brick wall, ready for epic fails galore!
A super-fun action vehicle line in the range is the Stuntman Stu Race Ace Stunt Car, which consists of a multi-piece plastic car with ejectable parts, including a fully poseable figure of Stu, the lower car doors, hood, roof and trunk. It also has a cantilever ejection seat for the pilot/Stu. The trigger for these ejectable parts is the front bumpers set on a hair trigger. Once the seat is reset and Stu is NOT strapped in, all the other parts can be clipped or placed onto the rolling chassis. The car can then be rolled, pushed, jumped, tipped or crashed into anything, such as the included five plastic crates, and upon impact... BLAM! the entire car explodes apart.
The Nitro Boost Stunt Bike is also not to be missed. This wind-up gyroscopic stunt bike comes with figure and brick wall, allowing kids to manoeuvre and crash Stuntman Stu. It’s ideal for recreating stunts from the Stuntman Stu webisodes.
UNIVERSITY GAMES/LAGOON
0207 254 0100
sales@ugames.uk.com
https://university-games.co.uk
There are plenty of planes, trains and automobiles to be found at University Games and Lagoon!
Just landed is the new and exciting National Geographic How Things Work series of eight beautifully designed 3D Puzzles. This build and play range of STEAM science toys includes an Aeroplane Launcher, Blast Off Rocket, Racing Car and a Parachute Launcher. These STEAM education toys combine hands-on building with learning valuable engineering concepts through interactive play.
Each 3D Puzzle set comes complete with an instruction booklet and engaging educational content to help children understand the science behind flight and aviation for the Rocket, Aeroplane and Parachute Launchers sets, and principles of force and motion for the Racing Car set, making learning both fun and memorable. This National Geographic range helps young minds understand how things work while developing crucial problem-solving skills.
Into the University Games’ Station comes the fun and educational Techno Gears Crazy Train, from The Learning Journey range.
Off the rails
The Techno Gears Crazy Train, from The Learning Journey range offers an early introduction to mechanical skills, science and engineering
Offering an early introduction to mechanical skills, science and engineering, this Crazy Train Techno Gears kit includes everything a child needs to build their own colourful train with 50plus construction pieces and motor, resulting in crankshafts that move and work. This engaging, educational set provides hours of fun and interactive learning while aiding the development of fine motor skills, boosting confidence and problem-solving skills while also building knowledge of mechanics and engineering.
Techno
The Learning Journey Techno Tiles range includes the fun and engaging Off Road Racer construction set. Techno Tiles encourage creativity, where basic shapes can turn into grand masterpieces, and are a great tool to help youngsters learn about basic geometry, construction, engineering, and architecture. The Off Road Racer construction set includes more than 100 pieces including different sizes of squares, triangles, wheels and connectors to help children build the Off Road Racer or they can simply connect the shaped tiles with the snap-on connectors and design their very own creations.
squares, triangles, wheels and connectors simply creations.
ONE FOR FUN
0141 613 2525
www.oneforfun.com
sales@oneforfun.com
This year its all about the cars for One for Fun – exclusive distributors for Maisto and Bburago. This relationship enables the company to meet all diecast and R/C needs featuring exclusive access to Formula One and other prestige marques.
This is the unique appeal for retailers of Maisto and Bburago. Exclusive access to all the F1 vehicles as they become available for license – all the top F1 teams and liveries are here and are exclusively approved by each individual team, making them THE most accurate vehicles and a must for collectors.
All eyes are on F1 this year with the ‘Drive to Survive’ series 7 streaming on Netflix and the new F1 movie starring Brad Pit, this is going to be F1’s year.
Last year it was 30 years since racing legend Ayrton Senna died, and to commemorate him McLaren produced a special liveried McLaren car for the 2024 Monaco Grand Prix, taking inspiration from Senna’s iconic helmet. One for Fun has the Senna McLaren car this year, the only place you can get it, in both 1/43 Norris- Senna Livery and in the R/C version 1:24 McLaren 2024 Piastri 2.4GHZ in Senna Livery. The collector’s version comes mounted on a wooden plinth with a transparent dome to protect the model.
1’s most exciting teams. Perfect for collectors, this model celebrates Norris’ talent and McLaren’s continued commitment to excellence in F1. The F1 Car assortment featuring 24 different cars is a perfect display for the trade to showcase the 1:43 vehicles in a CDU.
Of course, no mention of F1 would be complete without Lewis Hamilton. Now collectors can get the new Lewis Hamilton British GP Selection Pack, which contains four vehicles in 1:43 diecast scale, intricately crafted replicas of the official F1 Team vehicles driven by Lewis Hamilton. Other celebrated champion sets include the Max Verstappen Champion GP Selection pack, which contains four detailed replicas of the official F1 Red Bull Racing vehicles driven by Max.
New in 1:43 is the 2024 McLaren MCL38 driven by Lando Norris; this diecast model features the bold design and performance of one of Formula
BUILD YOUR OWN
023 8062 5855 / 07484 543387 Jason@paperengine.com www.buildyourownkits.com
Looking for a toy that really takes off? Meet the award-winning Build Your Own Paper Plane Launcher – a hands-on, ecofriendly kit that lets kids (and grown-up kids!) create their own working plane launcher and take flight in under an hour.
This 47-piece cardboard kit is packed with everything you need to build your launcher – no glue, no mess, no fuss. Just press out the pre-cut parts, slot them together, attach the elastic bands, and you’re cleared for take-off! It’s STEM play made simple, sustainable, and seriously fun.
Once assembled, it’s time to fold, fly, and experiment. With 10 different fold ‘n’ fly paper planes, kids can create a fleet of flyers and test them out using the launcher’s integrated power scale. Tweak wing shapes, play with flight dynamics, and see which designs soar the furthest or loop the wildest.
Add an extra challenge with the four scoring targets – for family tournaments in the garden, at the park, or indoor play. Made from sustainable cardboard and 100% plastic-free, this kit offers educational, eco-conscious, and screen-free play. It’s fun, fast, and full of flight – the kind of product that turns heads and flies off the shelves.
Looking for a high-end gift set, perfect for collectors of any age? Here are the 1:43 F1 Deluxe gift sets with display stand. Each contains seven highly detailed cars and a fantastic display stand – available for McLaren, Mercedes, Red Bull or Ferrari. Pick your team! Another great gift item for any F1 fan are the 1:43 Pit Pass Dioramas – these showcase a high-octane pit stop scene from the 2024 season. With intricate details of the car and team mechanics, each model is a perfect addition to any F1 collection, capturing the fast-paced energy of F1 racing. Choose from Mercedes, Red Bull, Ferrari or McLaren.
WILTON BRADLEY 01626 835400 sales@wiltonbradley.co.uk www.wiltonbradley.com
The Xootz Cobolt E-Bike is a perfect ride for adventurous kids looking to explore the outdoors. Designed with young riders in mind, the Cobolt E-Bike is packed with features that make it a thrilling and enjoyable experience for kids aged six and above.
Designed with robust 12in inflatable off road tyres, this E-Bike allows kids to confidently ride across both paved paths and uneven terrain. Powered by a reliable chain-driven motor, the Xootz Cobolt E-Bike can reach speeds of up to 8.2km/h and the easy-to-use twist throttle adds an element of fun while giving young riders control over their adventure.
For ages eight-plus and nostalgic grown-ups alike.
Then introducing the Xootz Aprilla Ride On Bike: the ultimate ride-on experience for young adventurers! Officially licensed and designed to thrill, this sleek and stylish ride-on bike brings the iconic Aprilla brand to life in a whole new way. With its impressive features and attention to detail, it’s sure to ignite the imagination of little riders aged three-plus.
extended fun. With an easy-to-use twist throttle, the Stinger gives of product that and nostalgic
Next onto three wheels as you experience the thrill of racing with the Xootz Stinger 3 Wheeled Go Kart, designed for young thrillseekers aged six and over. This sleek go-kart reaches speeds up to 14km/h, delivering an exciting ride with an 8km range for extended fun. With an easy-to-use twist throttle, the Stinger gives riders precise speed control, while its reliable mechanical brake ensures smooth stopping power.
COBI TOYS UK
07584 858978
l.crocker@cobitoys.co.uk
https://cobi.eu
At the end of June, the legendary LNER A3 Flying Scotsman will join the Cobi building bricks collection. This is a true icon of British railways. Built in 1923, it was the first locomotive to officially reach a speed of 100 miles per hour. For decades, it symbolised luxurious travel and engineering excellence. After years of operation and restoration, the Flying Scotsman continues to captivate railway enthusiasts, appearing at shows and special events, reminding us of the golden age of steam engines.
This set (COBI-6292) is in scale 1:35 and consists of 2,700 pieces, five pieces of track and two figures. It features a number of realistic details, including functional track and wheels; removable coal lid; train drivers controls, and many more. As with all Cobi products, it has PAD Printed bricks (no stickers) and is made in Poland. Retail price is £199.99.
To commemorate the 85th Anniversary of the Battle of Britain, Cobi has launched a Polish Heritage Flight Hawker Hurricane from the Historical Collection range (COBI-5762). This set, consisting of 373 pieces in a 1:32 scale, has been created with the utmost dedication to accurate reproduction and attention to detail. It comes complete with a Polish Airman, stand and name plate. It retails at £39.99
To mark this special occasion The Polish Heritage Flight, in partnership with The Polish Airforce Memorial Committee, are planning a commemorative Hurricane flight from Duxford in the UK to Deblin in Poland. This symbolic flight, undertaken by Hawker Hurricane G-HURI, will take place in August.
Another year has motored by and Cobi is on the final lap of releasing its VW Retro line-up. These models are in scales 1:12 and 1:35 and sales have been revving up nicely. Just released are: VW T2b Campervan. 1:35 scale, 287 pieces; VW T2a Combi Van. 1:35 scale, 302 pieces; VW T2a Transporter. 1:12 scale, 2775 pieces. The VW T2b Transporter Bus. 1:12 scale, 2300 pieces, releases in June.
COMMOTION
01732 225821
info@commotion.co.uk
www.commotion.co.uk
Transport-themed toys are ideal for encouraging imaginative play, exploring descriptive language and helping children to learn about the world of movement and travel.
Commotion offers a fun selecti on of transport toys from its inhouse tickit range, alongside trusted educational brands PolarB and Viga, which it also distributes.
For cognitive development through hands-on learning, discover tickit’s Translucent Colour Cars or Natural & Rainbow Wooden Vehicle Sets. Designed for sensory exploration, fi ne motor skills and small world play, these toys help to encourage children to engage in small world play while developing directional language.
PolarB’s range includes the Wooden Car series, the Stacking Train and Train Set, combining aesthetic appeal with educational functionality. These toys promote imaginative play and help children understand concepts of movement and coordination.
Viga’s Train and Aeroplane Activity Wall Panels make a fantastic feature in a playroom or garden room, offering robust and engaging play zones for roleplay and storytelling, language development and social interaction.
Commotion supports its B2B partners with dedicated account management, virtual showroom, comprehensive product information and marketing support. With distribution centres in the UK and the EU, Commotion ensures effi cient and reliable delivery for customers within the British Isles. This logistical advantage allows retailers to maintain optimal stock levels and respond promptly to customer demand.
For transport-themed educational toys, visit www.commotion. co.uk/transport
September offers the opportunity for buyers and exhibitors to make connections, source new products, and celebrate the joys of the toy industry at INDX Toys 2025
The INDX Toy & Gift show takes place at Cranmore Park on Tuesday September 3 and Wednesday September 4, bringing together industry insights, emerging trends, new products, and top suppliers in the toy and gift industry.
Presenting an inspiring product showcase covering toys, games, licensed merchandise, children’s gifts, and kidult gifting, this year’s exhibitor line-up includes top brands such as Spin Master, Character Options, Depesche, Ravensburger, Peers Hardy, The Carat Shop, Schleich, Gibsons, Brainstorm, James Galt, and Playmobil, to name a few.
The two-day event will provide visitors with an exclusive chance to stock up for the Christmas period and preview upcoming products for 2025.
Welcoming all retailers, the show is a must-visit for all toy and gift stockists, and this year’s event theme, ‘heritage’, will highlight
“We’ll be calling out the ranges that retailers should not be leaving the show without pre-ordering”
Rosie Marshall, head of toys & children’s gifts, AIS
key suppliers and beloved branded ranges cherished over generations, offering attendees a nostalgic journey through time.
The show will also feature the much-coveted Best Dressed Stand Award, with exhibitors vying for the highly sought-after accolade. Judged on their display techniques, prop utilisation, and visual merchandising, the deserving winner will be announced during the show on September 3.
Rosie Marshall, head of Toys & Children’s Gifts at AIS, comments: “We’re really looking forward to getting the industry together for what will be the UK’s only autumn toy show of 2024.
“It’s really important for us to support all-year-round trading, and the September show dates will allow suppliers and buyers to strategise beyond the Christmas period, and maximise annual sales – not just seasonal.
“The exhibitor list is building, and alongside our strong core of key returning brands, we are excited to be welcoming some amazing new exhibitors, including Skillmatics, Paladone Products, Plus Plus, West Design and Martinelia.”
Exhibitors at the 2024 INDX Toy & Gift displayed a friendly but competitive spirit by pulling out all the stops to win the coveted Best Stand at Show award. Judged by the AIS membership, expert buyers were on the lookout for interesting display techniques, exciting prop utilisation and inspiring visual merchandising. Votes were counted and a delighted Depesche took top prize. The positive mood continued as generous exhibitors once again donated an array of products to be shared with numerous local charities. Building on previous years’ successes, the Playroom team were thrilled with the response, allowing AIS to give back to the local community. The bounty of donations were boxed up, with larger items being shared between two very deserving charities. Radio Cherwell used the donation to provide gifts and prizes to children of the John Radcliffe hospital in Oxford.
What’s your career background?
Originally I trained as a research scientist. I obtained my PhD from Nottingham University before moving to Cambridge to head the molecular biology labs at an agricultural institute.
When my first child was born it coincided with a move to Scotland, and I founded my first business, which was an events company. I sold that a few years after my second child was born, and decided to take a few years out to look after the kids.
I then home-educated them for a
Retailwas averysteep learning curve for a research scientist! ” “
few years, and during that time I found myself looking for decent science kits to run home science experiments. That subsequently led to the formation of Grasshopper Toy Shop in 2012.
Why did you decide to move into toy retailing?
I had no intention of moving into toy retail as such. My focus was on building a business that made it easy for parents to find good-quality science toys and equipment that gave families the opportunity to do some practical science at home.
Science curriculums in schools are now so depleted that very little practical science experimentation is offered to children. It’s a real shame, because the magic of science is in practical lab experiments.
The toy sales sort of morphed alongside until we opened the Grasshopper Toy Shop and realised children were coming looking for pocket money toys and the like. Retail was a very steep learning curve for a research scientist!
Tell us about Grasshopper Toy Shop. We bought our premises for our growing ecommerce business (which started life in the garage) and had no intentions of opening a shop, because I knew nothing about high street retail.
But the locals kept knocking –literally – asking to shop. So, we finally gave in and Grasshopper Toy Shop opened in 2012. CuriousMinds. co.uk came along in 2013 as a way to separate our science catalogue from our children’s toys. It was beginning to be difficult to segment for marketing, with baby toys sitting alongside solar radiometers, for example!
Sadly, we’d only been open for 12 months when we were the target of a random arsonist who managed to burn our warehouses down and gut our shop. We lost everything, including all the stock and infrastructure. It took us months to rebuild the buildings before we could reopen.
It was an incredibly difficult time for me. But looking back, I now consider it one of the most invaluable events of my life in terms of the unique business experience I gained. Resurrecting my business taught me many lessons and made me realise how tenacious and resilient I am.
At the time I didn’t realise it, but my experience of crisis management relating to the fire would be needed again a few years later, when the pandemic hit.
I guess we must be one of a small number of businesses that have faced two critical disruption events and successfully bounced back.
What do you think sets you apart from other toy shops?
I think we’re pretty similar to most other toy shops, in as much as we offer all the relevant toys that today’s kids are looking for.
Where we differ is with our science offering. My professional background and personal passion for science means that we offer a superb range of science kits, which we have curated for value for money and genuine science learning.
There are many kits out there that have been given a STEM award and, in my view, the merit is a bit thin.
We do love agoodbubble toy.We’re sellingbubble wands, bubble machines, and bubble tubs –all from One for Fun. It’s bubbletastic here!
What we do is try to cut through the packaging and evaluate the kit for real science content.
Some products use the terms STEM or STEAM without clearly outlining the specific science, technology, engineering, or maths elements involved. If you’re not a scientist it can be difficult to know which kits will provide children with a real science experience versus a tenuous claim. Because we’re a family of scientists (physicist, molecular biologist, plant scientist, and immunologist), we will evaluate kits and select those with the most scientific merit for the most accessible price, thereby giving families some reassurance that they’re investing in good hands-on home science experiences.
How would you describe your range? Our range is broad, covering newborn baby gifts right through to the kidult market, with Games Workshop and Tamiya models being big sellers for us.
What are your key categories?
Science & nature is our biggest category, then construction toys such as Lego, followed by preschool toys such as Brio.
How many brands and suppliers do you carry?
I’m not sure how many we stock but we have the biggies such as Playmobil, Lego, Brio, Ravensburger, Toynamics, Games Workshop, Djeco, Vivid Goliath, Crayola, Nebulous Stars, Steiff, Keeleco from Keel Toys, Bachmann, Hornby,
What’s a typical day for you?
It starts with a diary check for any meetings I might be having that day. Once my team is in, I’ll have a cuppa and a catch-up with them to make sure we all know what we’re doing. Then, it's onto paperwork and admin. If we’re looking at a new range we may spend time researching the range and looking at samples – and sometimes that includes a visit from a new company.
What were your favourite toys and games when you were a child?
I loved Spirograph and Lego – and I really loved my chemistry set: the type that has a little Bunsen burner and glass test tubes with little tubs of chemicals which, to little me, had very mysterious names and chemical symbols on the tubes!
What are your favourites on your shelves now?
I’m not generally a plush fan but this year I’m obsessed with the Keel Toys range. They seem to have gone to another level in 2025, and I can’t wait for their Christmas selection to arrive. The Harry Potter Lego always gets me excited too.
Without naming names, who's been the most frustrating customer in your shop –and why?
Ooh, interesting! Um.. we don’t tend to have frustrating customers but we do have some interesting ones. We get a lot of super-polite “hello Ma’am” American submariners in, as a naval base is just up the road. It blows my mind to think of toys from our shop being stowed away on a nuclear sub and transported under the sea back to the sailors’ families in the US.
What’s the most surprising request you’ve received from a customer?
We were once asked if we sold replacement feet for Jesus on a cross who had lost his foot. I kid you not. I want to say we were stumped but is that in bad taste?!
What advice would you give to someone starting out in toy retailing?
Toy retailing is a very competitive space, so know where your niche is going to be – whether it’s STEM toys, eco-friendly products, or classic brands like Lego.
Next, prioritise customer experience, both online via your website and in-store for the hands-on customer experience. People can buy toys at B&M or Asda, but to get them into your toy shop you need to give them an experience.
Finally, connect with your community. Partner with schools or host workshops to boost local trust. Stay curious, adapt to trends, and let passion guide you. Toy retailing isn’t just about selling – it’s about sparking joy and learning.
How do you react if a product isn’t selling well?
What's your selection criteria?
It's pretty simple: do we think it will sell? And, do we think it’s a good toy?
How do you find products?
I go to trade fairs, some reps visit us, we read the trade press and, importantly, our customers often lead us to stock whatever they want – their feedback is precious.
I usually visit the Toy Fair in London. It’s a bit of a hassle from Scotland, but I enjoy meeting suppliers. We work closely with brands and get to know their staff well via email or phone, so it’s always great to meet face to face.
If I’m honest, we’re usually quite upset if a product doesn’t sell well as we usually buy what we like, so we can’t understand why no one else likes it! Of course we do get products that don’t do well, so they go into the sales range – or often they’re donated to charities we support for Christmas.
Do you offer any services?
Yes, our gift vouchers are very popular, as kids love to be able to come into the shop and buy whatever they want. We also offer gift wrapping and do a lot of it.
We’re always relieved when it's something of a decent size and shape like a Ravensburger puzzle or a Djeco kit rather than, say, a kid’s watering can
Ten years ago, I obsessed over everything our toy shop wasn't. I agonised over every imperfection: the awkward location, the frustratingly small windows, the lack of natural footfall, and the fact that we weren’t “doing retail properly”. I compared myself to the toy retail greats – Midco Toys in the UK, and Sir Troy’s Toy Kingdom and Learning Express Toys in the US. Their showstopping window displays were everything ours weren’t. And instead of building on what we had, I fell into the trap
of trying to ‘fix’ everything first. Perfectionism became my prison.
I wasted huge amounts of valuable time drafting marketing plans I never launched, planning expensive moves, and skipping opportunities I wasn’t ready for.
I told myself I needed more time, a better deck, a more polished pitch, a better shop, and a busier location.
But today, as I look at our cute Dickensian, bright, bubble-themed window (those same tiny windows I once
■ Lego – always Lego
■ Brio – always Brio
■ Ravensburger puzzles – we love them
■ Keeleco – is producing some really amazing ranges this year and I can’t stop recommending them to everyone
■ Crazy Aaron’s –people love it
Toy retailingisn’t justabout selling–it’s about sparkingjoy andlearning ”
or Melissa & Doug Unicorn, which is such a stress to wrap!
What toys and games are you excited about stocking for summer? We do love a good bubble toy. We’re selling bubble wands, bubble machines, and bubble tubs – all from One for Fun. It’s bubbletastic here!
Are you planning any in-store events over the summer holidays? It’s funny you should ask because we’ve been discussing the potential over the past couple of weeks, but we haven’t reached a decision yet.
hated), I smile. Because now I no longer chase perfection. I can see their charm and the character of a quirky, destination toy shop that people go out of their way to find. And more importantly, I see progress.
The joy I feel in my work is also felt by the team, which makes the shop a very happy and exciting place for our customers to visit. And those same little windows? People love them. Because they’re us, they’re real, and they’re enough.
If I could go back and speak to my past self, I’d say this: you don’t need to be perfect to start, and you don’t need to have it all figured out. You just need to begin. Done beats perfect. Enthusiasm beats polish. And good enough is often where great begins.
And when I talk to my future self, I say: the next time an opportunity lands at your feet, quit with the hesitation, and stop overthinking. Step forward with enthusiasm, knowing that done is better than perfect, and joy beats polish every time.
Las Vegas Licensing Expo attracted more than 12,000 registered professionals – 30% from retail – to the 2025 show. They connected with brand owners and agents to discuss new deals driving licensed consumer products and brand collaborations for the next two to five years
Leading retailers, licensees and manufacturers –12,000 of them –descended on Las Vegas Licensing Expo 2025 toward the end of May. International attendees represented nearly 30% of the expo audience with global buyers keen to gain first access to new releases. Exhibitors spanned 30 countries, with emerging opportunities across South Asia, Africa, Eastern Europe and Latin American markets. Increased major retailer presence from companies such as Amazon, Dick’s Sporting Goods, H&M, Inditex, Miniso, Pop Mart, Primark, Target and Walmart were among 2,000 e-commerce, speciality shops and big box stores, reaching sought-after brands.
A riveting panel addressed topof-mind concerns and challenges on navigating the global tariff environment with actionable insights reviewing strategies from legal solutions and implementing specific protective clauses, as well as balanced approaches to shipping and warehousing considerations. Experts Steven Heller (The Brand Liaison), Jed
Theme parks are proving one place where fans of all ages are willing to spend their hard-earned cash
Ferdinand (Meister Seelig & Fein), Sam Hafif (Concept One Accessories) and Jay Foreman (Basic Fun!) commented on the importance of face-to-face connection at Licensing Expo to negotiate key deals, stay on top of fast-changing decision needs and maintain bottom line.
“The licensing landscape in 2025 is evolving with remarkable agility in response to both economic pressures and changing consumer behaviours. At Licensing Expo, we observed how brands are strategically navigating tariff challenges while simultaneously capitalising on the resurgence of nostalgic brand revivals that continue to resonate deeply with fans.”
Amanda Cioletti, vice president, content and strategy, Global Licensing Group
Anna Clarke, senior vice president, Global Licensing Group, Informa Markets, said: “You could feel the momentum fuelling the next generation of licensing across the show floor. The record number of meetings, new-to-show innovative concepts looking to break into the market, unique emerging category opportunities, showcases from global leaders across all major production studio houses, as well as the presence of name-brand goliaths known all around by devoted fans, proves the resilience of the licensing community.”
Announcements from top brands included TV family favourite, Hasbro’s Peppa Pig, welcoming the addition of baby sister, Evie, to its character roster; Monster Jam’s new Grave Digger Stars & Stripe monster truck reveal; Disney’s plans for the production of Toy Story 5, as the franchise celebrates its 30th anniversary, as well as Roblox’s
first-ever off-platform retail link, the Approved Merchandiser Program (AMP), for official purchases to avatar items and accessories; and finally The Skibidi Toilet movie announcing famed Michael Bay is to direct. LocationBased Entertainment, another growing category segment for licensing, also celebrated the launch of Universal’s Epic Universe.
The licensing industry remains incredibly resilient and innovative, constantly finding new ways to connect beloved brands with consumers across increasingly diverse touchpoints through the upcoming transformative frontier for brand extension.
Theme parks are where it’s at On the Licensing Expo trends front, location-based entertainment was highly featured. Increasingly, theme parks are proving one place where fans of all ages are willing to spend their hard-earned cash. As mentioned earlier, Universal’s Epic Universe in Orlando, Florida, has opened to the public and, if early TikTok content is any indicator, it’s going to be a huge hit. Universal recently announced its next destination experience will open in the UK near Bedford in 2031.
Disney has also named a new location – a Disneyland theme park in Abu Dhabi. It’s the fifth park of its kind slated for the United Arab Emirates’ Yas Island. In addition, Mattel Adventure Park Kansas, the second theme park from Mattel and Epic Resort Destinations, will include Hot Wheels roller coasters, a Barbie Rooftop restaurant/bar and more.
Vegas Licensing Expo returns to Mandalay Bay Convention Center –May 19-21, 2026
Brand Licensing Europe will convene at Excel London – October 7-9, 2025
Licensed toys dominated more than a third of total UK toy sales in 2024. A whopping 35% of toy spend went on products inspired by characters from movies and TV, video games, and sports, a 3% increase, according to the BTHA and Circana’s data released at Toy Fair earlier this year.
The overall Toy of the Year, often the domain of original properties developed by the creative teams within the industry, was swept by a certain Disney alien, as Wow! Stuff’s RealFX Disney Stitch Puppetronic took home the crown in January. Other top properties driving sales include Despicable Me/ Minions, Bluey and Sega’s Sonic, alongside evergreen brands such as Star Wars, Pokémon and Marvel.
That’s being borne out at retail. TV and movie licensed lines are even performing well in the independent retail sector, where tie-ins are less often carried than at nationals and majors speciality chains.
Licensed toys enjoyed a sales boom in 2024, capturing more than a third of all toy spend – a trend that looks set to continue in 2025 with a slate of high-profile TV and movies including current box office topper
A Minecraft Movie
0161 633 9800 | sales@charactergroup.plc.uk www.character-online.com
“ ”
“This year has started off great, and with the recent Minecraft movie being massive, toys from Lego and Mattel have sold really well,” says Dan Lovett of The Toy Box in Beccles, Suffolk. “I think the upcoming How to Train Your Dragon movie will also be one to watch, with product from Spin Master, and Toymaster providing a window display.”
This year has started off great, and with the recent Minecraft movie being massive, toys from Lego and Mattel have sold really well
Dan Lovett, The Toy Box, Beccles
Kerri Atherton, head of public affairs at the BTHA, said the “boom in the Licensed Toys category” was expected to continue throughout 2025, even amid continuing economic uncertainty.
With A Minecraft Movie still sitting firmly atop the box office in the UK and Ireland, the world gripped by Bluey-mania and its hilarious and wholesome animated depiction of family life, and a slew of anticipated movies including Jurassic World Rebirth still to come this year, TV and movie licences look set to thrive in the back half of 2025.
Character is keeping licensed toy aisles well stocked, with all new Mighty Morphin Power Rangers lines, as well as allnew character re-imaginings from Heroes of Goo Jit Zu. With the 4K remastered episodes of Mighty Morphin Power Rangers (MMPR) confirmed on Netflix from early July, Character is the UK & Ireland’s exclusive distributor for the Playmates’ toy line. Fans can expect a host of fun lines rolling onto shelves from August, with epic auto-morphin’ action Ranger and Alien figures at the centre of the toy collection. Conceal the identities of these highschoolers by pressing the lever on their back to bring up their masks then flip the lever again to reveal their true identities.
0208 049 1377 | sales@epochmakingtoys.com www.epochmakingtoys.com
Epoch is excited to be adding a number of new licences to its Aquabeads portfolio for Autumn/ Winter. Tying in with the live-action How To Train Your Dragon film hitting cinemas in June, a new craft kit will be available. Featuring 800 beads and keychain attachments, crafters can make four different dragon-themed creations. Also, launching hot on the heels of the latest Disney film release, will be two Aquabeads Stitch sets.
The Stitch Keychain Craft Kit features 700 beads, attachments and straps, so fans can turn their Stitch creations into keychains; and the Stitch Nail Designer Kit, includes different themed nail creations to make 40 unique designs, featuring Stitch and Angel.
Epoch Games is also launching a series of new licensed games. Tying in with the release of Jurassic World Rebirth in July, will be two new titles. In Adventure Challenge, players must use the levers and buttons to guide the ball to safety. In Maze Challenge, players must escape the maze as quickly as they can, driving the ball through four check points, by tilting it up and down using the levers. These will be followed later in the autumn by the exciting Jurassic World Twin Tornadoes Attack.
Furthermore, new for autumn will be the Super Mario Question Block Game, which offers multiple games to play. Enjoy a game of classic Bingo, or involve some teamwork as players work together using the transparent window to guess the mystery items in the box.
JUST PLAY UK uksales@justplayproducts.com
Just Play UK is a one-stop destination for toys inspired by some of the biggest movies and TV shows. The Disney Lilo & Stitch live-action film is hitting cinemas this month, and big things are in store from Just Play with the launch of the Disney Stitch master toy collection. Among the exciting movie range is Disney Stitch Many Moods Stitch Plush. This feature plush brings Stitch’s lovable personality to life with light-up, animated LCD eyes and more than 50 sounds and phrases. Fans can scratch Stitch’s head to reveal his lovable side, rub his belly for playful antics, or feed him when he’s hungry. Also landing in time for kids to take along to the cinema with them are the Disney Stitch Live-Action Movie Time Collectible Figures, with seven to collect, each capturing an iconic movie moment.
Ahead of the movie, fans can also expect fresh additions to the core Disney Stitch range
These family-friendly movie releases coming in the next 12-18 months feature the return of classic characters, new worlds and adventures, and plenty of potential for toy tie-in success.
Lilo & Stitch – released May 23
A live-action reimagining of the animated modern classic from 2002, featuring toy character licence of the moment, Stitch.
How to Train You Dragon – June 13
Revisit the first movie from the animated trilogy in this live-action adaptation featuring beloved characters and storylines.
Elio – June 20
An interplanetary “comedic misadventure” from Pixar, featuring wacky alien characters and a crisis of intergalactic proportions.
Jurassic World Rebirth – July 2
This standalone sequel follows scientists who race to secure DNA samples from three of the most colossal creatures on the planet.
Superman – July 11
Directed by James Gunn, this movie follows Superman’s journey to reconcile his Kryptonian heritage with his human upbringing.
Fantastic Four: First Steps – July 25
The Fantastic Four must defend Earth from space god Galactus, and Silver Surfer. Set in a 1960s-inspired, retro-futuristic world.
Zootopia 2 – November 28
Animal detectives Judy Hopps and Nick Wilde team up once more in this sequel adventure to the 2016 hit original.
Shrek 5 – 2026
A fairytale follow-up to the classic comedy quadrilogy that dominated the noughties, 15 years in the making.
from Just Play. There are fun new formats for Just Play’s collectibles range, inspired by the beloved mischievous alien. Disney Stitch Swirla-Stitch Clip-On Figures will add a dash of interstellar flair to any fan’s favourite backpack, purse, keychain, or more. There’s also the Disney Stitch Collectible Figure Set, which is ideal for play and display. It comes with six characters from the movie, plus fun accessories for endless tropical-themed adventures.
Plus, families with preschoolers can bring on-screen magic into playtime, with adorable toys based on Disney Junior SuperKitties, Disney Junior Minnie Mouse and Sesame Street. A timeless interactive toy is the Sesame Street Tickle Me Elmo. Meanwhile, Disney Junior SuperKitties Purr ‘N’ Play Playset will fast become a treasured item in the playroom.
If you would like to take part in Trade Talk, we’d love to hear from you. Please ant@tnpmedia.co.ukemail
Jay Foreman CEO, Basic Fun
President Trump’s increased tariffs on Chinese imports have seen toy company chiefs in the US taking to the media to discuss their impact. And the recent 90-day pause on the steep tariffs has seen US companies rush to import while they can.
Jay Foreman, CEO of Basic Fun!, told NPR's Morning Edition that the sudden shift from a 145% tariff to a 30% rate felt like a lifeline – but that the company was still feeling the pain of paying increased tariff rates.
"When I got the news, it was about 4:30 in the morning. I literally jumped out of bed, called my factories in China, and started booking trucks and containers. But my operations team reminded me: it's not just a flip of a switch."
Do you think the toy market is coping well in your toy sector?
How do you boost interest in your products outside of the key Christmas/summer holidays periods?
By developing promotional mechanisms based on creating multiproduct sales bundles at attractive prices or adding promotional items to larger orders, running lotteries and so on.
Which of your products have been receiving lots of interest on social media/online? Is this due to partnerships with specific influencers?
When I got the news, it was about 4:30 in the morning. I literally jumped out of bed, called my factories in China, and started booking trucks and containers. But my operations team reminded me: it's not just a flip of a switch.
He warned, however, that the burden of the increased tariffs could not fall on manufacturers alone: ''Our feeling is that everybody in the supply chain is going to be willing to take a bit of the burden of this. So the consumers are going to pay a little bit more. The retailer is going to take a bit of a smaller margin. We'll take a little bit of a smaller margin. And the China factory will. And if everybody gets together and shares the burden, everybody will feel a little pinch, but not a huge pinch. But if the consumer, and the administration, and the retailers try to put this burden just on a manufacturer like myself and try to expect us to eat the entire 30% tariff, then you're going to have a lot of problems with businesses because none of us have these kinds of profit margins.’’
Regarding the puzzle market – we are noticing constant growth this year. When Covid happened, demand for puzzles was huge with dropdown just after, when people were able to leave their homes and spend time outside. We think that the market was also overloaded at times and people were buying more than they needed. A more stable situation was faced by the games category. Above that, Trefl follows actual trends on the market, using for example movie premieres such as Paw Patrol, Lilo & Stitch, and Elio. Our products can be on shelves six to eight weeks before movies launch, which is fantastic leverage and gives our clients advantage by promoting them this way. It’s happening repeatedly, when there is a premiere in cinemas, demand for these products increases significantly.
”The most interest can be spotted in licensed products; as usual, this trend continues for a longer period. We cooperate with influencers regarding specific toys, but we are focused only on the domestic market.
And as The U.S. Toy Association’s president and CEO, Greg Ahearn, told CNN in a recent interview, Christmas was ''at risk’’. But, said Foreman, this pause on the steeper tarifs may have just made the festive season a little happier for all: ''145% [tariffs] would have put my business and many, many others out of the market and out of business and [caused] a huge shortage of merchandise for the holiday season. The 30% gets things moving. You're likely to see prices increase, if everybody takes their part, about 10 to 15%.’’
However, he warned that a U-turn from the President could put a spanner in Santa’s works: ''If he makes another U-turn, it's just chaos for everybody again… they've just got to settle down, and move on and let people do business this year. And let's have Christmas.’’
Kate Gibson Managing director Gibsons Games
What’s the key issue for the toy industry at the moment?
The key issue affecting businesses has undoubtedly been the US tariff situation. Thankfully in the past few days, the 90-day reprieve has been announced. For some businesses, this has had a disastrous impact and we’re all glad of the recent clarity and to be able to move forwards.
What can we expect from Gibsons Games this summer?
We are very much looking forward to the summer. It’s been a good start to the year for Gibsons Games and we can’t wait to launch our summer jigsaw puzzle releases and new classic games, in partnership with The Art File. The beautiful range,which includes chess, backgammon and bingo, has been well received by our retail customers, so it will be exciting to see them hit the shelves. Plus, in celebration of its 50th anniversary, we also have a 221B Baker Street scavenger hunt across London for all would-be Sherlocks to enjoy!
How are you feeling about the second half of the year?
We are expecting the momentum in the first half to continue into Q3 and Q4. We have a strong product range and with our recent King’s Award for Enterprise to celebrate, we will be maximising the opportunities this brings.
So, here’s a thought. You’ve seen QR codes everywhere, although you’ve yet to see anyone actually scanning the things for any reason other than simple curiosity. Yet surely they must serve a purpose. The problem is that once you’ve done it once and, for the most part, discovered that you are taken to a retailer’s online store, it’s difficult not to wonder just what the point of it all might be.
Honestly, if you’d wanted to shop a retailer’s web-offer perhaps you might have avoided the business of getting to a store, and paying for parking and petrol. It could all be done at home, so why bother with a QR code?
Yet many retailers, from any sector you might care to mention, seem to reckon that this is the future of retail, if the proliferation of the things is any kind of indication. There is, of course, the bandwagon to be contended with. As always, there are plenty of outfits willing to jump onto it… only to discover, perhaps, that it’s a bit of a journey to nowhere and certainly not a route to incremental profit.
As an example of what might be considered superfluous QR-ing, a good example can be found in the premises of a major fashion retailer in the trendy environs of Battersea Power Station. It would be churlish to name names, but if you have some time to spare and are driven by a desire to know the retailer involved, then you’ll pretty quickly find it by taking a trip around the fashion stores that are not actually in the power station, but are in its immediate hinterland and which have two floors… it is a big store.
So is it worth embracing the world of the QR code? The answer, it would seem, is that it may be, but that it rather depends on what you offer at any point “ ”
Now head up to the upper floor and look around at the white/ cream pillars. There’s an unobtrusive QR code on one of them with a graphic that states: ‘Discover Our Store **** Battersea’. If this is enough to provide temptation and you reach for the camera function on your phone, allow your correspondent to offer some anti-timewasting advice. Don’t bother. Anybody who does so will be informed that womenswear is in the location where you happen to be standing and that ‘home’ is just a few paces away.
But hang on, you can see all of this already! This is an object lesson in why tech can actually serve to make things more, rather than less, complex. The same tendency can be noted in a global burger chain that installed in-store ‘kiosks’ in its ‘stores’ (aka fast food restaurants). Using these, a yummy meal, complete with a milkshake and fries, can be ordered and all you then have to do is wait for the
number that has been assigned for your feast to be called. Straightforward. Except that the time involved in finding what you want and then waving your phone and paying is actually longer than when you last had to join a line to order, research shows.
Yet both examples are about perception. In the fashion store (and a sufficient number of clues have been provided for you, gentle reader, to work out the culprit), the idea is that the retailer in question is in the tech vanguard, hellbent on making shopping both easier and faster than might have been the case were there no QR codes. The same is true of the burger joint where techno-dazzle is calculated to imbue a branch with the sense of being in some way better, even if this is not actually the case.
So is it worth embracing the world of the QR code? The answer, it would seem, is that it may be, but that it rather depends on what you offer at any point. Giving shoppers the chance to enter the full catalogue of a retail offer (particularly when there isn’t room on the shopfloor to show everything) may be useful, but generally, shoppers are in a store to shop what’s there.
There is some justification, perhaps, in using the things as a means of letting potential customers know about you, as part of an advert in, say, a ‘travel hub’ and, who knows, you might even get the odd additional purchase coming through as a result. The other element that needs to be considered is whether it’s a good way of offering promotions, both in-store or out of it. Scan me and get some money off, providing you download my app (from which I can sell you more stuff), might seem to be a way of offloading excess stock and items that are not selling –everybody likes a deal.
The final point is information. If you really think your shoppers want to know about how sustainable an item they are thinking about buying in a store is, then go ahead and put a QR code next to the display, detailing the ecobenefits – the chances are that nobody will look at it.
QR codes have their place, but not everywhere. Part of the attraction of the things is that they cost almost nothing to generate and can provide a link to a virtual shop. All good, but shoppers do not need to be reminded of this at every turn.
Back to Battersea then – where even the slickest operators can stray from the path that should lead inexorably to the checkout. It’s all a matter of careful judgement.
John Ryan is Stores Editor at Retail Week. He has worked for the magazine for more than a decade covering store design, visual merchandising and what makes things sell in-store. In a previous life he was a buyer.
QRcodesare heretostay, butwhat,if any,istheir pointinthe arenaofrealworld retailing, askedJohn Ryaninhis talkatthe recent2025 WorldRetail Congressin London
As a small indie retailer, Charlotte Croser, of Jollys Toys in Thrapston, Northants, compiles her wish list for the ideal sales agent, and asks, what could you do differently?
There’s no other way of saying this other than being completely direct: you could do better at your job. We all could. Every day is a school day – right? I’ve been in retail for over 30 years, run my own shop for 12 of those and am still looking for ways to do things better. I look in all sorts of places and seek different people to gain knowledge and inspiration. I don’t always like being told to do something I’ve done for years differently, but keeping the ego at bay and listening is worthwhile, because if the new way yields better results, it’s worth it.
When we’re young, many of us dream up what our ideal partner would be like, what our dream home might look like. Well as an indie toy retailer I’m thinking about what my ideal salesperson would be like.
I look at my wish list. Am I shooting too high and expecting too much with all those ideals I have added to the list over the years? I check in with my fellow indie toy shopkeepers on our WhatsApp group and see what’s on their wish list. It’s a 1980s throwback tune courtesy of Belinda Carlisle – ‘we want the same thing’. So listen up sales peeps – agents, reps, sales managers and even MDs – here are the main wishes:
■ Build trust – Lisa of Armadillo Toys says of working with sales partners; ''for me it’s relationship and trust. You have to trust that [the salesperson is] recommending things they think will do well for you.’’
By earning trust, by listening, giving a great service and making your customer’s job as easy as possible, there’s a better chance that you will be nurturing a long and happy sales relationship ahead “
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■ Listen – Maggie of Imagine Toys says: ‘’I appreciate when reps try to know my business and know what would work for me or won’t. Listening is crucial.’’
■ Communicate – do it well, and stay in touch with your customers the way they want to
■ Customise – tailor your sales approach to suit the customers, it’s not ‘one method fits all’ and it’s not one product works for all
■ Knowledge – know your products, know your customer, know the industry and strive to know more every day.
Salespeople have targets, pressure from their bosses and clients. Indies know that and aren’t immune to their own pressures. But it’s not all about getting the biggest sale you can every time you engage with a customer; building any relationship is a long-term endeavour. With indies, it might take a while to get the level of orders that you need from a customer, but by earning trust, listening, giving a great service and making your customer’s job as easy as possible, there’s a better chance that you will be nurturing a long and happy sales relationship.
That’s exactly what we do as shopkeepers with our customers; we develop relationships with them and build them to last. We want our customers to be delighted with the products we sell them and the service they receive. If they enjoy buying from us, they will tell their
friends about our shop, and they’ll keep coming back. One day they might come in and spend 50p on a bouncy ball; we give great service and make a fuss of their child. Next time they come back and spend £50 because they had that great experience first time around.
Let’s roleplay a shop visit scenario: Stop. Look. Listen. No we’re not crossing the road but we’re crossing the threshold of a toy shop that you’ve not visited before – or maybe not visited for some time. Stop First rule of engagement; call ahead. Never, ever just turn up out of the blue. It's a bugbear of mine – and I know of other shopkeepers – to have reps ‘just popping in to say hello as I was passing’. Please don’t. Instead, pick up the phone, let them know you’d like to pop by – even if you're only a few minutes away. It’s much more likely that you will get a warm reception from a shop owner with their buying head on. They are more likely to trust that you have considered their needs and not just put your convenience and eagerness to sell ahead of them.
Look Do your homework. Before you even step over that threshold, go with some prior intel on the business; what ranges does the shop already sell? Does it have a transactional website? What is the trading location like? How big is the shop? It’s easy to find this out online; the shop website, social media, even Google Street View.
Listen So you’ve made an appointment (or called while en route) and the
customer has said ‘yes! please pop in’. You arrive (on time) and you come with a little bit of existing knowledge of their beloved shop. That’s a great start.
Get to know the customer; ask about the business, who the customers are and what the mission is; look at what is selling well there. Listen. Take it on board and absorb it. If the customer says they don’t sell licensed products and avoid things with batteries; make a mental note not to showcase the Peppa Pig bubble gun you have in the car. Even if it’s your bestseller.
When you talk through what you have to sell, avoid running through a prerehearsed sales patter like a robot – we all see through it. It’s so refreshing when a salesperson customises their pitch to the business they are standing in.
Bestsellers; indies are used to salespeople waxing lyrical about their bestselling ranges, or new lines that your company has prescribed as the next best thing. Tell us about it as we’d like to know more. But do be ready for us to question where it’s a bestseller, in what kind of shops and what is it selling well alongside? Just because it’s your bestseller and that of lots of your other customers, it might not be right for me.
I’ve lost count of the number of times a salesperson has told me about a product that I must take because Hamleys stock it, or it’s a top 10 toy on Amazon. Well remember where you are – you are talking to an independent toy shop that wants and needs to stand apart, and might have a completely different customer profile to those giants.
Most indies are open to giving things a go, but they do know their own customers better than anyone, and instinct often tells us what does and doesn’t work. If it is a no, please take that on board and listen to the whys and wherefores. Move on; perhaps there is something else in your catalogue that would fit?
Top tip! if you’re absolutely convinced a product range will work for a customer, be ready to put your money where your mouth is. Offer a trial and a lower-thanusual order quantity. Better still, strike a deal for sale or return on a small selection. Worstcase scenario it doesn’t work for that indie, but as your bestseller, you can surely move that stock on to someone else? Again, it’s a trust-builder and it’s a gamble that might pay off. Maggie from Imagine, like many of us, appreciates it when salespeople strive to be flexible: ''I like it when reps stand up to their company's regarding pack sizes and minimum orders’’. If you’ve approached the meeting with listening ears and consideration for the customer in front of you, no matter what the result of the meeting in terms of sales, it’s a positive. If you take an order big or small, great! But even if it’s a ‘no thanks this isn’t for me’ or a ‘yes we’ll look at it again for Q4’ – it was a worthwhile connection. A year down the line you might have taken on new brands or moved roles/area, and we may cross paths again. The trust we began to build in that first meeting makes our next and subsequent meetings more likely to result in success for us both.
agreed and what works for the customer – this continues to build trust.
The ongoing relationship begins and is hopefully fruitful for everyone. Communicate with your indie the way they want you to. It might be by phone, WhatsApp or email for quick check-ins, as well as visits at pre-arranged times. Some indies might not want or need a visit at all. Stick to what you’ve
First rule of engagement; call ahead. Never, ever just turn up out of the blue “
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Regular check-ins are so useful for indies. A quick phone call to see how a range is going. The customer gets to share what’s working and what’s not, ask questions. In return you get to learn more about the customer and get further insight into your products through the eyes of the end user – your customer’s customer. Transfer that knowledge into your other relationships when you are selling the range. You are continuing to build trust with your customers, and evolve your profile of them. Best result – that check-in by phone results in a top-up order.
Top tip! Make ordering as easy as possible. Some indies order by email or over the phone rather than in person. I regularly sit in front of the telly on a Saturday evening, laptop on, placing orders after a busy week. So create easyto-use spreadsheets for customer-led reordering. I love to see catalogue page numbers against each product (where relevant) so that I can reference them easily. I also value a spreadsheet with formulae already plumbed in to calculate my order as I add quantities. Some suppliers really don’t think about the interface on these critical order forms and I can tell you that bad ones do sometimes result in me not bothering to order at all, or ordering less than I intended because the order sheet is so blooming difficult to use! My wish points 4. and 5. I’ve covered in among my waffle. Basically, it shouldn’t be a ‘one fits all’ approach. And do make knowledge about each customer, your products and the wider industry a priority. Understanding the toy industry is something that many toy salespeople might think is obvious and comes with time in the job. But bear in mind that many indies buy from gift, stationery, confectionery, book and greetings suppliers, so we value those salespeople having an insight into the toy trade too. And you’re wise to do vice versa.
Clare Turner catches up with Sarah Crees, gift and Christmas buyer at Garsons Garden Centre in Esher, which was a finalist in the Toy Department of the Year category of the Toy Retailer of the Year Awards 2024, organised by the BTHA and the TRA
What’s your career background?
I’ve always been in the retail sector, working for a variety of home retailers during my earlier years. I’ve been here at Garsons for 23 years, initially as an assistant buyer for gifts at the Esher store, and now I’m responsible for gifts and Christmas in Esher and Titchfield.
Tell us a bit about Garsons. Garsons is a much-loved destination garden centre, farm shop and restaurant across two locations: Esher in Surrey and Titchfield in Hampshire.
We have multiple departments, butourtoy department isbyfarthe most fun and admired ”
Evolved from a farm over 150 years ago, Garsons is a family business, which many generations of families enjoy visiting. We have multiple departments, but our toy department is by far the most fun and admired.
How did you feel when you heard the news that you were a finalist in the Toy Department of the Year category of the Toy Retailer of the Year Awards 2024? We were over the moon to be named as a finalist. It's such an honour to have our popular toy and games range recognised and celebrated. It’s safe to say that there were some big smiles among the team members, who continue to work so hard to curate and nurture our vast toy collection.
How would you describe your toy and game range?
At Garsons, we’re all about providing a unique shopping experience that combines quality, community, consistency and a touch of nostalgia. These aspects are all reflected within our toy and game ranges, which are carefully chosen to offer a mix of timeless classics from Lego to Playmobil, eco-leading ranges such as PlanToys, parent throw-backs (Pound Puppy, for instance), trending (Bluey, for example) and exciting new finds such as Putty Pals.
How many brands do you carry?
Our selection of brands is quite extensive. Key names are Lego, Ravensburger, Orchard Toys, Jellycat, Janod, Hasbro, Plus-Plus, Professor Puzzle, Slime Party, Keycraft, Tonies, Big Potato Games, Brio, Schleich, Sylvanian Families, Bluey, Monster Jam, Paw Patrol, Peppa Pig, Stitch, Care Bears, Orange Tree, Wow Toys, Playmobil, Top Model, Crazy Aaron’s, Eugy, Julia Donaldson, Clockwork Soldier, Candylab, Ty, Lanka Kade, Gibsons Games, Play-Doh, Kinetic Sand, Palm Pals and many more.
How many suppliers do you deal with?
Our current supplier list is about 85 for toys. Additional suppliers that we are looking at right now include Puzzle Post, Twiddlers, Trixie, Learning Resources and Paper Engine.
Where do you find products?
We’re always searching for new products, so we will use all avenues available. My trade show list is quite large as I cover many product ranges: Harrogate Christmas & Gift Fair, Top Drawer S/S, Toy Fair, Spring Fair, INDX Home, Progressive Greetings Live, Exclusively Show, Home & Gift Buyers’ Festival, INDX Toys, Autumn Fair, and Top Drawer A/W.
I also visit quite a few suppliers’ showrooms throughout the year, and I’m very lucky to have a really great mix of reps and agents.
What are some of your recent arrivals?
Recent additional ranges have included Miniverse, Mash’ems, Doorables, and Sticki Rolls.
What’s selling well at the moment?
With winter well behind us, we’re finding that family board games and puzzles are especially popular.
The lovely sunny weather has also helped to increase sales for outdoor games and garden toys. Bubble wands, hula hoops and
Garsons was once a supplier of fresh crops to London's Borough Market. Today, it’s an awardwinning destination garden centre, farm shop and restaurant with locations in the Surrey town of Esher and the Hampshire village of Titchfield. Garsons Esher is also home to Garson Farm PYO.
In January, Garsons garnered two awards at the Garden Centre Association’s (GCA) annual national competition. Its Esher garden centre won the Outdoor Living Award for Best Outdoor Living Retailer (destination garden centre category), and its Titchfield garden centre won the Outdoor Living Award for Best Outdoor Living Retailer (garden centre category).
At the event, GCA chief executive Peter Burks said: “Through our annual inspections, we know our member garden centres have some of the highest standards in our industry. Each year, our members go from strength to strength and the competition to reach the top spots is more hotly contested.
“All our worthy winners and runners-up in each category should be very proud of the example they set for others. I congratulate every one of them for their outstanding commitment to ensuring the public receives a truly positive experience when visiting them.”
play balls are the favourites so far. Putty Pals from Slime Party is continuing to do really well, along with Lego F1, and general pocket money toys.
At
We’ve also seen a huge resurgence in the popularity of Jellycat plush, which continues to be adored by adults and children, and flies off the shelves and into loving homes.
Plus our newly added Unicorn Academy and Little Live Pets, and sought-after lines Stitch and Miniverse, are doing well with really positive results.
Garsons, we’re all about providinga uniqueshopping experiencethat combinesquality, community, consistency and a touch of nostalgia
Finally, what do you think sets Garsons apart from other retailers of toys and games?
From beautifully crafted wooden toys to interactive games and creative kits, there’s something for children of all ages (and the young at heart).
What sets us apart is the magic of our setting and the care we put into everything we do. Our farm shop and garden centres create destinations where families can explore, shop, and make memories.
More than just selling toys, we hope to inspire play and togetherness, and that’s what makes us truly unique.
Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now!
Product: Brick Shop Hot Wheels Company: Mattel
Tel: 01628 500000 Web: www.mattel.com/en-gb
Product: Monopoly Peak District edition Company: Winning Moves Tel: 0207 262 9696
Email: sales@winningmoves.co.uk Web: www.winningmoves.co.uk
Product: Fandrops capture Star Wars & Marvel moments Company: Moose Toys Tel: 01637 881 900
Email: info@moosetoys.com Web: www.moosetoys.com/gb
Product: New products & characters for Bangoberry Company: Santoro Tel: 0208 781 1100
Email: sales@santoro-london.com Web: www.santoro-london.com
Product: ChillFactor toys collection Company: Character Options Tel: 0161 633 9800
Email: sales@charactergroup.plc.uk Web: character-online.com
IN CINEMAS
JULY 11TH
BE COME THE HER O OF TOMORR OW