Toys n Playthings March 2025

toysnplaythings.media

2025 March o. 5 N Vol. 43

Helping everyone sell more

THANK YOU TO ALL OUR EXHIBITORS AND VISITORS WHO ATTENDED TO HELP MAKE TOY FAIR 2025 SUCH A BIG SUCCESS. ˇˢˬ ʹ˔˜˥ ʥʣʥʩ ˪˜˟˟ ˧˔˞˘ ˣ˟˔˖˘ ˙˥ˢˠ ˧˛˘ ʥʣ˧˛ʠʥʥˡ˗ ʽ˔ˡ˨˔˥ˬ ʥʣʥʩ ˔˧ ˂˟ˬˠˣ˜˔ ʿˢˡ˗ˢˡʡ ʸ˫˛˜˕˜˧ˢ˥ ˔ˣˣ˟˜˖˔˧˜ˢˡ˦ ˪˜˟˟ ˢˣ˘ˡ ˜ˡ ˀ˔˥˖˛ ˢˡ ˧˛˘ ˇˢˬ ʹ˔˜˥ ˪˘˕˦˜˧˘ ˪˪˪ʡ˧ˢˬ˙˔˜˥ʡ˖ˢʡ˨˞ʡ

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@ToyFairUK

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ʝ˃˟˘˔˦˘ ˡˢ˧˘ ˇˢˬ ʹ˔˜˥ ˜˦ ˨ˡ˙ˢ˥˧˨ˡ˔˧˘˟ˬ ˡˢ˧ ˢˣ˘ˡ ˧ˢ ˧˛˘ ˣ˨˕˟˜˖ʝ ʹˢ˥ ˠˢ˥˘ ˜ˡ˙ˢ˥ˠ˔˧˜ˢˡ ˢˡ ˘˫˛˜˕˜˧˜ˢˡ ʙ ˦ˣˢˡ˦ˢ˥˦˛˜ˣ ˢˣˣˢ˥˧˨ˡ˜˧˜˘˦ ˣ˟˘˔˦˘ ˘ˠ˔˜˟ ˅˘˕˘˖˖˔ʳ˕˧˛˔ʡ˖ˢʡ˨˞ ʹˢ˥ ˃˅ ˢˣˣˢ˥˧˨ˡ˜˧˜˘˦ ˣ˟˘˔˦˘ ˘ˠ˔˜˟ ˧ˢˬ˙˔˜˥ʳ˥˘˧˔˜˟ˣ˥ʡ˖ˢ

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[MXL 8MQ 2YVVE] Leader with Anthony Clarke

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8LI QSRXL MR RYQFIVW What’s New the latest products that you need E WRETWLSX SJ XLI MRHYWXV] MR ǻ KYVIW to get your hands on

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Games 7IXEMP 3I[W 18 & Puzzles This evergreen sector XLI PEXIWX JVSQ XLI VIXEMP PERHWGETI continues to serve retailers well

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Outdoor 2IHME RI[W 36 Fingers crossed for great spring/ JVSQ 8: SRPMRI ERH QSVI summer weather to get these fabulous outdoor

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8MQ 2YVVE] Editor XMQ%PIQETYFPMWLMRK GS YO Anthony Clarke ant@tnpmedia.co.uk &WWMWXERX *HMXSV 01442 289939 3ESQM 2EG0E]

selling! toys 1MGIRWMRK 3I[W PMGIRWIH TVSHYGXW ERH [LEX FVERHW EVI YT XS 48 Pocket money & collectibles The perfect products to keep business ticking over pick-up 8EPOMRK 7IXEMP VIXEMPIVW EVSYRH XLI GSYRXV] XEPO (LVMWXQEW

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Spielwarenmesse 6 XS]W 55 Catching the buzz at the TVSHYGXW XS FVMRK MR GYWXSQIVW EJXIV (LVMWXQEW Nuremberg show 7MHI SRW

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14 story TnP chats to Roger Martin, Cover /MKWE[ TY^^PIW marketing director at games specialist TMIGMRK XSKIXLIV [LEXƶW LSX MR XLI GEXIKSV] Asmodee UK

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work in the promotion of independent toy retail’ ŅĬƚĵĹĜŸƋŸƉƉ 56 Retail Interview Clare Turner catches up

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Columnists

Indie (SRWYQIV STMRMSR 26 Opinion Charlotte Croser of Jollys Toys 8LI .RWMKLXW +EQMP]ƶW 3MGO 7MGLEVHWSR SR looks ahead to a successful spring TVIWGLSSPIVWƶ MRǼ YIRGI 57 Retail Opinion Coffee and cake with your 7IXEMP STMRMSR toys sir? John Ryan on the benefits of offering 0MHW .RHYWXVMIW JSYRHIV ,EV] 5STI more to your customers XEPOW PMGIRWIH TVSHYGX

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ell, that’s the new year season of shows behind us. Phew, is all I can say. We’ve got reviews of London Toy Fair, Nuremberg’s Spielwarenmesse and the NEC Spring Fair in this month’s issue, and as you would expect not just from the TnP team but our colleagues on sister publications Gifts Today and Nursery Today, who all report on these major events elsewhere.

The online and new Xpo Fairs Gift Fair show is still going on and we will be getting reactions to that in our April issue.

In the meantime, a few personal thoughts on show season. Firstly, and an important one for me – I got to lose weight and get much fitter. Toy Fair was intense but the distances were not too bad – just a lot to see and not enough time to do it in. I heard frequently how many wished for a fourth day (wasn’t it five days long ago?). However, the endless halls of Spielwarenmesse were another thing entirely – again I won’t make the obvious step count gags, but let’s just say next year the planning and use of bus services will definitely be factored in.

More seriously, both shows – Nuremberg in particular – were very healthy on the meetings front with editor Ant and his turbo-charged and always energised advertising manager working as a fact-centric and vaguely (accidentally?) humorous double act on the stands.

More importantly, the comments and reactions of exhibitors were overwhelmingly positive, and a perfect example of this was when we caught up with Sam Ireland (and the incredible team) of Bigjigs Toys on their stand to celebrate the company’s 40th birthday. He said: “London Toy Fair really is the best way to start the year in the UK toy industry! The buzz this year has been fantastic, the range of customers was great, and the organisation was spot on. Bring on 2026!” Alison Coates of Just Play commented on Spielwarenmesse: “Our stand was busy all day, every day – there was a great vibe to this year’s show.”

Before I leave the show floor, I must add a sad note.

David Potter of Distoy has reluctantly decided to cancel this year’s event and abandon future ones. In a letter to exhibitors and visitors he wrote: “It has become increasingly clear that support for Distoy is diminishing in favour of the Los Angeles previews. Distributors are now tending to leave Distoy out of their travel plans

toys n playthings

“

Anthony Clarke

and it follows that, as a result, it becomes a less attractive proposition for potential exhibitors to commit to the expense of participating.”

Moving on to this month’s TnP highlights, I’m afraid I have to start with some more unhappy news that saddens our founder, Malcom Naish. He contributed to the obituary of his long-time friend, John Hales of Golden Bear. Apart from the success of his company and his active interest in the horse racing world, John created the BTHA’s Golden Teddy award.

Happier times now. We have our best indie opinion column yet from Charlotte Croser of Jollys Toys. Unlike some retailers she had a bumper Q4 2024, which started quietly and accelerated right on into the new year. It’s great to see that she has positive comments about suppliers who are continuing to look after the smaller, independent toy retailers, including Siku, Depesche and Bigjigs’ Green Toys. The piece is well worth your attention and has some excellent lines, such as: “Jollys has kicked off with renewed energy thanks to a cracking Q4 that relit my retail fire.”

We also interview Asmodee marketing director Roger Martin in our cover story.

Beyond the strategies, objectives and product successes, he tells us about his favourite childhood toy plus associated mild and classic home life tensions: “During lockdown I actually rediscovered and rebuilt my old Space Lego collection. You may not be surprised to hear, I am currently STILL negotiating where it will be displayed!”

The TnP specialist features are particularly lively this month with many contributions. You’ll want to head over to the Games & Puzzles, Preschool, Outdoor Toys & Ride-Ons, and Pocket Money & Collectibles pages to see what’s happening with your competitors and, if you’re a retailer, good stuff to sell in your store.

In other retail news, retail editor Clare Turner catches up with Steve Pearson, head of buying, The Entertainer, and in a series of BTHA Retail Award winners, Amit Parekh, director of Moons Toy Store.

Finally, a word about tariffs. These are big news at the moment due to a certain major political figure who does not appear to understand that VAT is a sales tax (like many US states have) and not a tariff. How could it be when everybody has to pay it whether living in the VAT country or not?

Ducking behind the sandbags now.

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.

During lockdown I actually rediscovered and rebuilt my old Space Lego collection

toys_n_playthings

”

@toysnplaythings

toy 'n' playthings

WHAT’S WH Calling all

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Bluey and more in a year

set to soar RUBIES

01491 826500 | uk.rubiesmasquerade.com Rubies is introducing Bluey costumes. Bluey is a consistently top-performing preschool property and features as one of the £1 World Book Day book selections. Bluey and her sister Bingo will come to life in adorable Comfywear jumpsuits with detachable headpieces, styles which have a proven sales history within the APAC regions.

There are also hotly anticipated new products such as the Glinda costume! Perfect for fans of the Wizard of Oz, this wicked costume features a pink gown adorned with holographic detail, sequins and butterflies and is accompanied by a silver headpiece.

And there’s more! There’s a sneak peek into the future of 2025/26. There’s the arrival of Superman from Superman (2025) – a hugely anticipated DCU film destined to set hearts racing.

Superman is not alone as Rubies also introduces Marvel’s new movies with the Fantastic 4 and Captain America: Brave New World costume ranges.

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The stage is set for true heroic greatness this year.

Rubies is a dress-up industry specialist, with technological advances and innovative costumes and accessories, while keeping imagination and creativity at the core of everything it does. It inspires and delights its audience with everything from masks to party supplies to costumes of favourite characters – it has a vast portfolio and keeps its eye on the ball of pop culture and trends. The Rubies umbrella of licences covers everything from classic costumes to new cinematic releases.

toysnplaythings.media

S NEW The gravity-defying Fridge Rover

Hungry for the

GREAT GIZMOS

EDX EDUCATION

01293 543221 enquiries@greatgizmos.co.uk www.greatgizmos.co.uk

01949 844 117 | mia@edxeducation.com www.edxeducation.com

Introducing the Fridge Rover – this incredible science gadget moves along the surface of the fridge, climbing with ease and sparking curiosity about friction and motion. Children will be fascinated as they watch the rover effortlessly glide up the fridge surface, demonstrating the principles of force and engineering in a fun and educational way. It’s a great toy for budding engineers to explore simple mechanics.

Wind up the rover gears and let it move up the fridge. Observe how it moves up the fridge surface, defying the force of gravity.

The Fridge Rover combines a magnet and a wind-up vehicle. Inside the clockwork mechanism, there is a coiled spring that winds up tightly when the crank is turned. This stores energy in the spring and, when it’s let go, the spring uncoils, releasing the stored energy and turning the wheels. The wheels can grip the surface of the fridge without failing because the magnet holds the Fridge Rover firmly against the fridge.

Packing for a wild adventure THE PUPPET COMPANY 01462 446040 info@thepuppetcompany.com thepuppetcompany.com The Puppet Company is delighted to introduce the new Animal Backpacks, proudly designed in collaboration with global conservation charity ZSL – which leads conservation projects in more than 80 countries around the world, as well as two world-leading conservation zoos, London and Whipsnade.

The lifelike backpacks are perfect for animal lovers. Combining realistic plush design with practical functionality and exceptional attention to detail, the bags have been thoughtfully designed to be worn on either the front or back so they can be ‘cuddled’ while being carried.

MARCH 2025

MARCH 2025

Very Hungry Caterpillar?

Edx Education has announced the launch of ‘The Very Hungry Caterpillar My First’ range. The exciting new educational toy collection has been created with Penguin Ventures, which represents The World of Eric Carle consumer products rights in the UK&IRE. The Very Hungry Caterpillar My First range combines the beloved, timeless charm of Eric Carle’s story with Edx Education’s expertise in early childhood education, in a perfect synergy of storytelling and playful learning experiences, which will resonate with parents, educators and children alike. The collection launches with products that encourage sensory exploration, fine motor skill development, and early learning through play, making it ideal for young learners.

The range launches with four products: My First Stamp Art; My First Rainbow Pebbles; My First Construction Cubes; and My First String Art. As an example, The My First Rainbow Pebbles set brings sorting, counting, and design skills to life through tactile, open-ended play.

This exclusively designed set features art from the classic story, which encourages children to build structures and develop essential fine motor skills. These versatile tools provide an ideal introduction to early math concepts, including patterning and shapes, while nurturing creativity. The set includes 12 colourful pebbles and six activity cards.

Hello again Kitty and Friends MGA ENTERTAINMENT 0800 521 558 www.mgae.com L.O.L. Surprise! from MGA Entertainment has announced its new Hello Kitty and Friends Tots. The popular brand known for surprise unboxing and DIY features and fashions has once again partnered with Sanrio to bring fans eight limited-edition, super cute Tots. Each Tot is inspired by the brand’s most iconic characters, including Hello Kitty, Cinnamoroll, Pochacco, Keroppi, My Melody, Pompompurin, Kuromi, and Tuxedosam.

Isaac Larian, founder and CEO MGA Entertainment, said: “We are excited to bring fans all-new L.O.L. Surprise! Tots to keep the collectable craze going. This is now MGA’s second year in partnership with Sanrio (the first with MGA’s Miniverse), and there is something special and lasting about the surprise unboxing of Hello Kitty favourites.”

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NEWS Distoy says

Bigjigs bags Fiesta Crafts Bigjigs Toys, the family-run toy company established in 1985, has announced its acquisition of Fiesta Crafts, a British toy brand celebrated for its innovative, educational, and play-enhancing products.

This exciting development strengthens Bigjigs’ educational play portfolio, furthering its mission to inspire learning and creativity in children through toys.

Bigjigs Toys was founded by Peter and Liz Ireland in their garden shed in Kent, and has built a global reputation for highquality wooden toys crafted with care and passion. From humble beginnings creating wooden jigsaw puzzles to evolving into a global distributor of diverse toy brands, Bigjigs Toys has remained steadfast in its commitment to imaginative, sustainable, and educational play.

Fiesta Crafts, established in 1990, shares the Bigjigs ethos and has been delighting families with traditional toys infused with contemporary flair. From puppets and magnetic activities to reusable glue-free stickers and fabric wall hangings, Fiesta Crafts designs unique toys that help children develop essential physical, mental, and educational skills while bringing joy to playtime.

Andrew Bacon, founder of Fiesta Crafts, said: “We are thrilled to join the Bigjigs Toys family and embark on this exciting new chapter for Fiesta Crafts. With our shared passion for inspiring creativity and

farewell

learning through play, this partnership opens up incredible opportunities to bring our toys to even more families across the UK and beyond.”

Fiesta Crafts’ award-winning range has been recognised for its play value, creativity, and educational merit, earning accolades such as Toy Fair UK’s Best New Toys and the Good Toy Guide’s endorsements. The brand was also the first to be recognised as a Good Toy Guide Endorsed Company, with over 80% of its products rigorously tested by professionals and children.

Bigjigs Toys will now distribute Fiesta Crafts’ acclaimed product lines, ensuring families and retailers have access to toys that prioritise quality, safety, and innovation.

Availability details for Fiesta Crafts products will be announced soon.

BTHA makes rogue trader visit Kerri Atherton and Wendy Phillips of the BTHA safety team recently met with Suffolk Trading Standards to learn more about the work of the imports team to detect and disrupt rogue importer activity at the border.

The team’s resource is focused on noncompliant and unsafe toys sold through online marketplaces. The BTHA’s data and evidence on online marketplaces plus the training provided to trading standards officers is used to help identify unsafe toys and inform product testing.

In 2023-24, 87% of the product lines examined by the team were found to be non-compliant and unsafe. Although the team has a good success rate, it is still

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only a limited resource, which means a small percentage of the non-compliant and unsafe toys are being intercepted.

The information will be used in ongoing engagement with government on new regulations for online marketplaces.

In a letter to exhibitors and visitors, David Potter of Distoy has informed everyone that the May 2025 event will not take place.

David Potter wrote: “It has become increasingly clear that support for Distoy is diminishing in favour of the Los Angeles previews. Distributors are now tending to leave Distoy out of their travel plans and it follows that, as a result, it becomes a less attractive proposition for potential exhibitors to commit to the expense of participating.

“As a result, with heavy heart I’m desperately sorry to announce that Distoy 2025 will now not go ahead as planned due to a critical reduction of support that makes the numbers unviable. For the same reason we see no alternative but to defer to the Los Angeles event for future years too.

Distoy 2024 was, therefore, our “farewell” event.

“The Distoy team will be forever grateful to those who had planned to exhibit this year and we apologise for the sudden change of plan. To them and the many Distoy regulars, we can’t thank you enough for the undying support, which sustained us for so many years. We sincerely hope that you have derived some benefit from your long association with Distoy. It has certainly been our privilege and pleasure to work with you.”

Many previous exhibitors commented on what a great show it has been.

These include Fizz Creations and Wow! Stuff, who said of last year’s show: “As the sales manager of SES Creative said to me in the lift, this is a show where just one customer can change everything. I have to agree. I’ve said it before that Wow! Stuff writes more business at this show than any other.”

TnP has had long-term associations with David, Madeline and Emma and we understand that David and Madeline are going to be enjoying their retirement, which they most thoroughly deserve.

toysnplaythings.media

Toy Trust launches ‘MEGA Midsummer Mayhem’ fundraising Building on the success of 2024’s Midsummer Mayhem fundraiser, The Toy Trust has unveiled plans for its MEGA fundraising initiative for 2025.

Running from May through to August 2025, MEGA Midsummer Mayhem invites members of the toy industry to engage in any form of fundraising that they wish, from anywhere in the UK and at a time that suits them.

It can run later into the year to allow for even more people to get involved if necessary.

The Toy Trust has continued its partnership with Run For Charity, which has helped secure places in a range of popular and unique challenge events this year. Activities include the Tough Mudder London South, Run Alton Towers and Thorpe Park theme parks as well as other national

events and the ability to search for events across regions.

MEGA Midsummer Mayhem is designed to include all from within the toy industry, with non-physical challenges also encouraged as part of the summer of fundraising.

The Toy Trust is encouraging people to get involved in any way that they can to help raise money for the many disadvantaged and disabled children in need.

As ever, the event will aim to raise as much as possible for the Toy Trust while encouraging the industry to have great fun at the same time. The event offers ample opportunity for the toy industry to demonstrate its creativity by coming up with unusual challenges, modes of transport, fancy dress etc.

www.toytrust.co.uk/fundraising | Matt@btha.co.uk @TheToyTrust

The Puppet Company’s

Right Royal Rabbit The Puppet Company spotted the Princess of Wales playing with one of its adorable rabbit puppets while on a royal visit. In a photo, shared on the Prince and Princess of Wales’ official Instagram account, Kate Middleton and the rabbit are happily engaging with a young child.

During the visit to HMP Styal’s Mother and Baby Unit,, the most sweet and charming member of the Royal Family and most sweet and charming Rabbit from the My First Puppet collection were on the most sweet and charming form.

With a friendly face and soft long ears, the rabbit is the cutest companion for storytelling adventures. Made from super soft materials with realistic embroidered eyes and beautiful features, it makes a truly wonderful addition to play time.

MARCH 2025

NY TOY FAIR 2025 IS A GLOBAL AFFAIR With registered attendees from 87 countries (and counting!), NY Toy Fair 2025 was a unique global event that brings together the most powerful players in the toy industry.

NY Toy Fair at the Javits Center in New York City serves as a dynamic marketplace where international manufacturers, retailers, media, and industry leaders converge to explore trends, forge partnerships, and drive innovation in the global toy business.

Kimberly Carcone, executive vice president of global market events at Toy Fair producer, The Toy Association, said: “For anyone involved in the business of play, Toy Fair provides an unmatched opportunity to not only tap into the lucrative $42 billion US market but also to access business opportunities worldwide.

Attendees connect with exhibitors of all sizes with playthings across every category of play; gain insights into global toy trends and consumer preferences; and see the latest toy innovations before they hit the market.”

Housed in the heart of the financial and media capital of the world, Toy Fair continues to grow its international appeal. This year’s show attracted buyers, distributors, and industry professionals from every corner of the world, including Australia, Brazil, Belgium, Canada, Germany, Hong Kong, Israel, South Korea, Mexico, the Netherlands, Nigeria, Peru, Poland, Spain, Turkey, and more.

Toy Fair also featured exhibitors from 26 countries and territories in dedicated international pavilions – including Spielwarenmesse eG’s World of Toys and the China Pavilion – showcasing playthings that further enhance opportunities for cross-border collaboration.

Beyond the opportunities to discover export-ready products that align with regional market demands, attendees tapped into the show’s product zones to get a jump on the year’s top toys for Q4 (Hot for Holiday), discover fresh finds from new and emerging companies (The Launch Pad), and explore award-winning products in the 2025 Toy of the Year Award Winners Showcase.

Attendees were also encouraged to take advantage of the show’s educational programming, Toy Fair University, taking place right on the show floor, to gain critical business insights on everything from licensing, retail, and social media marketing, to safety guidance. Another must-attend event was The Toy Association’s Toy Trends Briefing, where the team of trend experts highlighted the hottest trends for 2025 and shared product examples right from the show floor. Showgoers utilise these sessions to create an essential road map for their own product and retail planning throughout the year.

To further support global trade and media engagement, The Toy Association hosted a distinguished delegation of international journalists from Italy, the UK, Germany, Belgium, Spain, Norway, Poland, and Brazil, ensuring widespread coverage and visibility of the latest industry developments.

As the largest toy and play trade event in the Western Hemisphere, Toy Fair is a critical meeting point for industry leaders looking to navigate and expand in the ever-evolving global toy market.

ToyFairNY.com

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NEWS Obituary:

Golden Bear’s John Hales John started Golden Bear in 1979 along with his business partner Christine Nicholls. John’s energy, drive and love of the toy industry has infused the business for over 45 years, creating iconic toys loved by children of all ages.

Christine, co-founder and creative director, said: “John was the most amazing business partner and friend for over 45 years. Our vision for the business back in 1979 set us on an adventure in the toy industry that has been second to none.

On a personal level I will miss him greatly and all his pearls of wisdom, as will everyone at Golden Bear.”

John accomplished much over his long career, including the successful launch of the Teletubbies toy range, winning Toy of the Year in 1997. He was also extremely proud to receive a lifetime achievement award from the British Toy & Hobby Association in recognition of his work in the industry.

TnP’s own founder, Malcolm Naish also shared thoughts and memories of his long-time good friend.

“I first met John Hales in the late 60s. John was working in sales at Chad Valley and doing very well. His experience gained at Chad Valley enabled John as a very bright and super salesman to create Golden Bear along with fellow Chad Valley employee – Christine Nichols, ace toy designer.

“It’s tough creating your own business, but for John and Christine, their business steadily grew. Success is all about taking the occasional gamble and theirs came along with the opportunity to license ‘Teletubbies’. The licensing held by the BBC was not an easy sell and if it had not been for John Hales, history could have been very different.

“Sales exploded with Golden Bear reaping the success of their licensing risk. Stories like this are what makes the toy trade such an exciting industry and John was truly the very epitome, being a true toy industry entrepreneur.

“I’m sure that not everyone knows that John and Christine created the BTHA’s ‘Golden Teddy’ award. That super little teddy that sits on the plinth is from Golden Bear.”

John was a passionate member of the racing world, known as one of the leading British-based jumps owners of the last 40 years. He owned many champions over the years such as his first winner in 1993, One Man, and 2012 Grand National winner Neptune Collonges.

John Hales was also very closely associated with Alder Heys Children’s hospital and had a long history of supporting the trust. He would make regular visits to the hospital with his horse Neptune Collonges to visit children and families on the wards, an act that brought great happiness to those who were able to meet the gentle grey horse.

The whole Golden Bear team were devastated by his loss.

He was a very well-respected figure who will be greatly missed within the close family business. He embodied Golden Bear and leaves behind a legacy that the whole Golden Bear family endeavours to maintain in his honour.

10

Craft Buddy announces

Care Bears deal Craft Buddy has added the iconic Care Bear to its licensed portfolio. The new partnership with Cloudco Entertainment’s Care Bears not only expands its portfolio offerings, it also signifies Cloudco’s commitment to fostering creative collaborations that bring the brand to life in new and engaging ways.

The launch will feature a varied range of Care Bears-themed Crystal Art products including the latter’s Buddies.

The ranges will have a strong focus on collectability and friendship.

Since debuting in the 1980s, Care Bears have become one of the world’s most beloved character brands, known for their vibrant personalities, unique belly badge powers, and unwavering mission to spread love, kindness, and positivity.

Gary Wadhwani said: “We are thrilled to bring the Care Bears to life as a range of products in our diverse portfolio, appealing to all ages. Their vibrancy and popularity are now globally renowned and touch the hearts of so many. Through crafting Care Bears Crystal Art we will bring delight and collectability to those who love and

cherish this wonderful brand.”

Launching from Autumn/Winter 2025, the Care Bears – Craft Buddy collection will be available through major retailers, independent craft stores, and online.

A key focus of the partnership will be tapping into speciality hobby, crafting, and independent retailers, a core component of Craft Buddy’s international strategy.

Backed by marketing and social media campaigns, the collection will be available through the Craft Buddy online shop, Amazon and TikTok Shop, ensuring fans can easily access the collection.

The Entertainer reveals what’s in store for 2025 The Entertainer has reported the key trends in toy shopping habits early this year, providing an insight into shoppers’ preferences for 2025.

Sales insights from the toy retailer support recent trends highlighted by market research company Circana.

They show that shoppers are inclined to great-value products – The Entertainer’s pocket money range saw a 49% YoY increase in sales.

There was also growth in sales for toys that spark happiness, with plush products, such as Squishmallows, performing strongly. Insight reveals that families were purchasing cheerful products to help combat the January blues, with brightly coloured toys that promote positivity, such as Bibi Chibis,

being particularly popular with four-to11-year-olds.

A surge in game sales was likely driven by the cold and stormy weather keeping families indoors, with Rubik’s Cubes, Pictionary and Uno retaining their longstanding position within The Entertainer’s top 10 best-selling games.

The Traitors board game also saw sales soar while the third season of the hugely popular BBC show aired.

The best-selling product at The Entertainer early in the year was Hot Wheels’ extensive collection of single cars. There was also strong demand for licensed toys tied to upcoming actionpacked film releases, including Jurassic World, Minecraft and Captain America, particularly with children aged five to 11.

toysnplaythings.media

Untitled-9 1

23/02/2024 15:52

RETAIL INTERVIEW THE ENTERTAINER

“A fabulous achievement” Clare Turner chats to Steve Pearson, head of buying at The Entertainer, which won a Judges’ Special Recognition Award for its successful toy aisle franchise with Tesco in 2024 How did you feel when you heard the news of your win?

It was a fabulous achievement to win the Judges’ Special Recognition Award. Our teams up and down the country have worked tirelessly to deliver a significant expansion across 861 large Tesco stores in the UK and Republic of Ireland, which was achieved in just eight months and on time, with an average of 100 new concessions opening each month.

The rollout involved more than 4.5 million toys being delivered to stock the new concessions and now, with thousands of The Entertainer’s products in place across the supermarket’s stores, the partnership means The Entertainer has more points of presence across the UK and Ireland than any other toy retailer.

To support this growth, The Entertainer opened a new distribution centre, which has played a pivotal role in stocking the in-store concessions and meeting the soaring demand created by the rollout.

In addition, the partnership has enabled significant growth for a number of brands in the Teal Group portfolio, which includes The Entertainer, value range Addo Play, and award-winning early years toy specialist Early Learning Centre.

Tell us a bit about The Entertainer.

The Entertainer is the UK’s leading independent toy retailer with more than 160 stores on the UK High Street, a strong online presence, and a rapidly growing concession business (Tesco and Moonpig have become partners in the past year).

The strength of The Entertainer’s

12

“

The strength of The Entertainer’s customer service, affordable prices and outstanding range has earned the business the highest Trustpilot score of any UK toy retailer

”

customer service, affordable prices and outstanding range has earned the business the highest Trustpilot score of any UK toy retailer.

The Entertainer’s best-in-class product range includes more than 60 leading brands – in addition to its private label high value Addo range, and the UK's leading preschool range from Early Learning Centre.

Addo and Early Learning Centre combine to operate as The Entertainer’s 1,000-plus SKU private label ranges – exclusive to The Entertainer and its partners in the UK and sold in more than 20,000 partner retail outlets internationally.

The Entertainer is now a designer, sourcer, developer, wholesaler, concessionaire and retailer of toys across multiple international markets. In addition to remaining the UK’s bestloved toy shop, with more standalone shops set to open this year, The Entertainer’s unique expertise and over 40 years of industry knowledge means it uniquely can offer multi-category retailers a compelling range of businessto-business toy services, underwritten by its own unmatched direct-toconsumer propositions.

How would you describe your toy and games range?

The Entertainer offers a huge range of great-value toys and games for all the family across a number of retail store formats including The Entertainer stores, our websites of www.thetoyshop.com

and www.elc.co.uk, Totally Toys within Matalan, Tesco, Moonpig and Marks and Spencer’s website.

We offer a huge range of exciting new toys, latest trends and licensed toys incorporating new ‘must-haves’ and movie-related themes.

Our range of Early Learning Centre toys are perfect for under fives, and we offer our customers a great range of key brands.

We also offer a huge range of exclusive toys across various different brands and licences that you cannot buy anywhere else.

What’s selling well?

Our unique range of Fugglers are selling tremendously well, with huge demand from kids and adults. Hot Wheels and Monster Jam ranges of diecast toys and action sets are selling really well too. Plus, our exclusive range of Early Learning Centre toys and nursery gifts are performing well, offering fantastic quality toys at great prices.

Preschoolers are really enjoying Bluey and Paw Patrol toys. And, you can own your own pet with our superb range of exclusive interactive Pitter Patter Pets, which are selling fabulously – whether you want a puppy, kitten, hamster, bunny or even a dinosaur.

What do you think sets you apart from other toy retailers?

The Entertainer prides itself on offering a fabulous range of toys at great value prices, while offering superb customer service.

toysnplaythings.media

RELEASING MARCH 2025 AVAILABLE TO ORDER NOW asmodee.co.uk 01420 593 593 info@asmodee.co.uk

COVER STORY ASMODEE UK

Great games and

amazing stories TnP interviews Roger Martin, marketing director at Asmodee UK, who cuts to the heart of its philosophy of not running away from risks, embracing them, constantly crafting new universes and launching revolutionary products – all to keep players worldwide on their toes and wanting more

What makes Asmodee unique and a stand-out in the sector?

I have always believed in the power of games to bring people together, and in a nutshell that is what Asmodee is all about, and that hasn’t changed and isn’t going to change – our vision is

14

“

We love that we have such a wide offering of games for different interests, abilities and age ranges

“

Obvious question but worth asking – what does Asmodee do and how does the UK operation fit into the wider group?

Asmodee is an entertainment leader specialising in tabletop games, committed to bringing people together through great games and amazing stories. Thanks to its global and passionate workforce of more than 2,200 people, players around the world enjoy one of the largest tabletop game IP catalogues with Catan, Ticket to Ride, Dobble/Spot it!, 7 Wonders, Exploding Kittens and hundreds more across a variety of digital and physical platforms.

always getting more people playing more games, more often. I would also add that our breadth of relationships, with big players such as Hasbro and Mattel alongside smaller independent publishers is something we’re really proud of and makes us unique.

Whether through innovative marketing strategies or strong supplier relationships, the goal remains the same: to make gaming accessible and enjoyable for everyone.

And let’s not forget that those in the key leadership position are gamers at heart – I love a board game, sales director Anil is a role player and Alex Green, our MD is into Magic The Gathering – put simply, we just really love and are passionate about what we do, it is in our DNA. How would you describe the unique fun of Asmodee and its portfolio?

I would happily say that we’re an

New

releases Arkham Horror: The Card Game - The Drowned City Investigator Expansion Final Fantasy TCG: Legacy Collection Heat - Tunnel Vision Marvel Champions: Agents of S.H.I.E.L.D Expansion Marvel Dice Throne Deadpool Deluxe Marvel Dice Throne - X-Men Box 1 Pokémon Poké Ball One Touch Edge Bicycle: Cocktail Recipes BrainBox Pets Digimon Card Game: Official Sleeve 2025 Version 1.0

17 toysnplaythings.media

Getting personal What is your previous experience, what brought you to where you are today. And what attracted you to the toy industry in the first place?

I have been in the industry for around 20 years now – before that I was in freelance media production, but I have always enjoyed gaming as a pastime and still very much do!

I founded Coiledspring – on the basis of liking and wanting to distribute a game that wasn’t available anywhere! At the time, I was playing a game called Triolet, a cross between Scrabble and maths, that wasn’t available in the UK. I decided to fly to Lyon to meet the inventor, who encouraged me to distribute the game in the UK. I thought it would be a fun sideline, so I brought back a couple of hundred units, set up a website, and started selling directly. We sold around 600 units in our first run, which sparked my interest in the industry.

My passion for games and determination, alongside a great team, resulted in Asmodee buying Coiledspring in 2018. And I moved across to Asmodee in 2020 and into my current role as marketing director just last month, I am really enjoying the role so far!

Can you give any idea of the sales ratio split between licensed and nonlicensed ranges? And is the licensed portfolio growing fast?

I would say Dobble is a great example of when licensing goes well. In order to attract more people to the game we have launched everything from Harry Potter, to Super Mario and most recently Lilo & Stitch Dobble – which introduces Lilo & Stitch fans, even if they haven’t played Dobble before.

We know there is a desire for collectibility around licensed products as well – every time we show a new licence, a waiting list grows, and this of course helps to raise the awareness of that product overall. We have Giant Dobble launching in the spring and again we know this will appeal to a new audience as well as becoming a fan favourite.

Our licensed portfolio continues to be strong and we’re delighted to see how well our Star Wars and Lord of the Rings partnerships are doing, particularly across Star Wars: Unlimited and Lord of the Rings: Trick Taking Game – it is a pleasure to see this success.

MARCH 2025

Have Asmodee’s short, medium and long-term objectives – both financial and wider impact – varied much in recent years and, if so, why?

Our vision of more people playing more games more often is still as true now as it was years ago when we launched it, that really hasn’t changed and underpins everything we do!

Ideally as we grow within the market, we want to see the entire market grow as well – as that is at the heart of everything we do. We are constantly evolving as the market does, and while we do keep an eye on trends, I am at pains to say we would only develop or launch a game that matched our vision and would become an evergreen game within our portfolio.

Which range is currently the most successful and what was the most successful previously?

And why?

I can’t answer this question without mentioning Dobble of course! From classic Dobble to Lilo & Stitch to Giant, we are constantly innovating and always happy to investigate possible new partnerships – if they fit our vision!

“

I have always believed in the power of games to bring people together

“

entertainment company at heart and we have fun with it – every member of the Asmodee team, whether at HQ or part of its wider network would say the same.

With its operational headquarters in France, Asmodee operates across Europe, North America, South America, Asia and Oceania. Asmodee Group’s B shares are publicly listed on Nasdaq Stockholm under the ticker ASMDEE B. We love that we have such a wide offering of games for different interests, abilities and age ranges.

We have recently launched our Board Games Cafe Initiative, which highlights our continued desire to meet with board gaming fans in the heart of their communities. We love hearing their feedback and always want to encourage members of the community to come together, build relationships and have fun while playing board games!

I would also say a growing category is TGC [trading card games] – it is a real pleasure to be welcoming new audiences coming into the industry through TGCs and that area is just becoming more and more accessible, one to watch for sure.

One-player game options are also becoming popular, where you can play on your own or with other people – for me, that is where the good elements of computer gaming are meeting our board game audience preferences.

And which range has been unsuccessful and why in retrospect?

I wouldn’t say unsuccessful, however in hindsight perhaps we weren’t ready for the

15

COVER STORY ASMODEE UK

Asmodee’s history Founded in 1995, Asmodee set out with the ambition to create, publish, and distribute its own games while also supporting other publishers by distributing their titles.

Over the years, it has grown into a global leader in the tabletop games industry and is now listed on Nasdaq Stockholm. Today, Asmodee operates in nearly 30 countries and is the house of more than 20 creative studios.

Renowned for publishing award-winning titles such as Ticket to Ride, Mysterium Kids, Unlock!, CATAN, and Dobble, Asmodee also distributes top-tier games from partners, including the globally popular Pokémon Trading Card Game. Since its inception, Asmodee has expanded its diverse portfolio, offering a broad range of games, from social and family to lifestyle games.

In 2007, Asmodee expanded its focus internationally by acquiring Esdevium, the UK’s largest hobby games distributor, later rebranded as Asmodee UK. Asmodee continues to expand its catalogue and inspire board game enthusiasts worldwide, backed by a passionate team of more than 2,200 employees.

Everyone at Asmodee is always asked and we say it is like being asked to choose your favourite child – you just can’t! For me, what game you play is based on what mood you are in, where you are and who you are with – that is the magic of board games, I would say.

Survive the Island works well for my family due to how competitive we all are!

Azul is one that my wife and I play; it is almost a form of relaxation, we love it.

Funnily enough, we have also just worked our way through the entire Ticket To Ride Legacy with friends who won’t mind me saying were not board games fans!

However, this converted them, which we all loved!

Of new and upcoming product ranges, which ones do you think and hope are going to be the most successful?

Without a doubt Dobble Giant and our next game with Lego will fly off the shelves; we’re very excited as a business about both of those launches for 2025.

We’re also excited for the latest Star Wars: Unlimited launch, Jump to the Lightspeed, the fourth set in the trading card game series.

What is/are your personal favourite(s) on the Asmodee product front?

This is such a difficult question!

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

During lockdown I actually rediscovered and rebuilt my old Space Lego collection. You may not be surprised to hear, I am currently STILL negotiating where it will be displayed!

Kingmaker (Gibsons) will always be a special memory for me as it was a game I first played with my Dad. The rules were pretty complex and long after my brother and sister gave up, my Dad and I were still determined to crack it!

What is the most fun that you and your colleagues have duing the working day?

I would say, we’re pretty proud of our office set-up, we really do practise what we preach, as every lunchtime people can play our board games

“

We have recently launched our Board Games Cafe Initiative, which highlights our continued desire to meet with board gaming fans in the heart of their communities

“

runaway success that Lego Monkey Palace was at launch and still is within the market! We certainly could have produced far more, as the demand totally outstripped the supply. And while this was incredible to see, it was also a valuable lesson learned of how dedicated the Lego fans are! We certainly won’t be making the same mistake with our exciting new launch in partnership with Lego, later this year.

in the canteen. We also host evening events for board game clubs, which are really enjoyable.

For me and the rest of the leadership team, I would say the most fun is when we’re excited about a new product or a new retailer – that still excites us now as much as it ever did when we all started out. Just that idea of getting more people involved in playing games is what does it for us.

Is there anything you want to add that we may have missed?

I just wanted to finish on how excited I am for our next chapter.

I feel, as a company, that we’ve worked so passionately hard to get the right products out there, foster our relationships with our fantastic customers and be in the right office space with the right people – our time is now to grow even more!

Asmodee has of course grown substantially over the past five years and we’re excited for what comes next.

We, as a team, always want to ensure Asmodee are innovative and dynamic and with that entrepreneurial spirit – complacency does not sit right with us!

ASMODEE UK 01420 593593 info@asmodee.co.uk www.asmodee.co.uk 16

toysnplaythings.media

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FEATURE

GAMES & PUZZLES

Ravensburger

Games & puzzles are

simply fun fun fun Games & puzzles are still top performers in the toy market. TnP chats to two key players, Ravensburger’s head of marketing & product development, Katy Fletcher and University Games’ sales director, Mark Jones, to get their take on the market, future prospects and – naturally – some mentions of their favourite products What are your biggest hits right now?

Katy Fletcher, Ravensburger – Our Oh My Pigeons social party game launched in time for the festive season last year really captured the mood for quick, fun at-home entertainment, and demand continues to be strong. In puzzles – our Disney Stitch 3D puzzle ball and our range of 54-piece Pokémon puzzle balls are best sellers and there is more news to come in our 3D portfolio this year – so watch this space!

Mark Jones, University Games – As we come out of the trade show season, without question, our new and iconic Bullseye Game is going to be a big hitter this year. This follows the success of the Bullseye TV Christmas Special, the new Bullseye Game and Mini Game, that tap into the nostalgia of this iconic family game show, will be available from May. The new National Geographic series, How Things Work, was very well received by retailers too.

And what do you expect to grow and grow as the year moves on?

Katy – Our Disney Lorcana TCG has sold over one billion cards already, making it the most successful launch in our history.

We’re really excited to build on that over the coming year; there is so much more potential to unlock in this incredible brand and as we roll out marketing programmes we look forward to welcoming new players and collectors.

Mark – I believe our expanding science range, which includes the Purple Cow Science Lab Sets and now the new National Geographic How Things Work series, will not only become a integral and growing part of our range, but strong sellers for our retailers. The holy grail for us and our customers are lines that deliver year-round sales.

As we move further into 2025 – and there’s still uncertainty over the direction of the economy – what trends do you think may drive (or hinder) the sector?

Katy – People are looking for ways to have fun at home – not only through budget considerations but also through looking for those mindful escapes away from hectic lives and digital screens.

Games and puzzles are well placed to fulfil that need.

Mark – It is becoming increasingly important to consumers to ensure that what they’re paying for is worth the money, and fortunately this is paramount to us at University Games when creating and producing lines.

“

People are looking for ways to have fun at home – not only through budget considerations but also through looking for those mindful escapes away from hectic lives and digital screens Katy Fletcher, Ravensburger

How do you see licensing influencing product development and choices?

Katy – Our licensed offerings in games and puzzles represent a vital part of our business. Favourite characters will always have a role in inspiring consumer choices. This year we have over a dozen

“

It is becoming increasingly important to consumers to ensure that what they’re paying for is worth the money Mark Jones, University Games

18

”

University Games

”

new licences joining our portfolio, alongside our bestselling evergreens.

Mark – Children’s literature and entertainment drive demand in both the preschool and children’s categories, and licensed characters coupled with fun educational games make for a winning combination. Roald Dahl’s beloved characters form the basis of a very successful games and puzzles range, with three new games arriving this spring.

What were your favourite games & puzzles when you were young?

Katy – My biggest memories on this front are playing simple card games with the family. On holiday, at Christmas time, there are so many occasions I can remember my parents pulling out a pack of cards for some family fun.

Mark – If I was forced to play indoors, it would be Monopoly, Connect 4 etc, a lot of the classic games. I was an incredibly competitive games player and, although this may surprise many, also quite the sore loser! I also couldn’t put down the Rubik’s Cube! I still have one today and can still do it.

Do you see UK Games Expo becoming more important?

Katy – The increasing footfall to this event over the years is a reflection of a wider growth in tabletop games.

Mark – A lot of the games on show at Games Expo are as simple and as short to play as Monopoly. It means that the demographic of both consumers and the exhibitors is changing.

toysnplaythings.media

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FEATURE

GAMES & PUZZLES

Go big or go

to space!

ASMODEE

Whatever the weather..

Dobble Giant’s cards are durable and waterproof, making them ideal for playing outside

20

it out BIGJIGS TOYS

01303 212691 | help@bigjigstoys.co.uk bigjigstoys.co.uk

01420 593593 www.asmodee.co.uk You asked and Asmodee listened – get ready to play your favourite matching game on an even grander scale!

Introducing new Dobble Giant (RRP £23), bringing the oversized fun, while combining the fast-paced gameplay fans love with an exciting new twist: giant cards.

Scheduled for release in April, Dobble Giant is the perfect addition to your Dobble collection. This supersized version of the super-popular game is ideal for parties, outdoor events, or simply everyday fun at home with family and friends.

Like the original, Dobble Giant challenges players to spot the single matching symbol between two oversized cards. It’s a tense game of speed and observation, with the now oversized cards making for an even more enthralling experience. The durable waterproof cards are also easy to handle and perfect for playing on any surface.

TV presenter Holly Willougby described Dobble as ‘the best game ever’, while Body Coach Joe Wickes is regularly seen playing the game with his family – it really is a worldwide favourite.

Dobble Giant joins the rest of the Dobble Family, which includes Dobble Connect, Dobble Super Mario, Dobble Harry Potter and so many more. For ages six-plus, and two to 12 players.

Meanwhile, Fantasy Flight Games is set to launch Jump to Lightspeed, the fourth set in the Star Wars: Unlimited Trading Card Game this month. Packed with iconic moments, legendary characters, and fresh gameplay twists, this expansion promises to be a must-have for players looking to take their battles to the next level.

At the core of Jump to Lightspeed are two new Spotlight decks, each featuring 50 unique cards plus five exclusive Specialrarity cards including one leader card.

These decks integrate seamlessly with

Puzzling

previous releases such as Twilight of the Republic, Shadows of the Galaxy, and Spark of Rebellion, expanding the strategic depth of the game.

What makes this set stand out is the introduction of the Piloting keyword, which lets players command starfighters, execute daring manoeuvres, and engage in high-stakes dogfights. Additionally, new mechanics such as hyperspace, which alters movement and strategy, and showcases variants of characters and ships, add fresh layers to gameplay.

“The team at Fantasy Flight Games is excited to bring Jump to Lightspeed to the community,” says Danny Schaefer, lead game designer.

“We’ve taken the best elements of Star Wars space combat and turned them into an exhilarating gameplay experience, featuring fan-favourites including Han Solo and Boba Fett in their natural habitat - deep space.”

Han and Boba take centre stage in this set, each leading their own unique deck. Boba Fett’s build delivers devastating strikes against enemy forces, while Han Solo’s deck thrives on quick, unpredictable plays. The stakes are high, and every move could mean victory or defeat in these intense space duels.

With its dynamic action and immersive storytelling, Jump to Lightspeed is shaping up to be an exciting addition to the Star Wars: Unlimited Trading Card Game universe. For ages 12-plus.

New to the Bigjigs Toys range for 2025 are Human Anatomy Layer Puzzles, Chunky Tractor Puzzle, and two themed puzzles from the new London collection.

Recently, Bigjigs took things to the next level with its acquisition of The House of Puzzles, a renowned name in the world of jigsaws. This development marked a significant milestone for Bigjigs Toys, allowing it to expand into the cardboard puzzle market with an amazing range of artist-illustrated jigsaws for older kids and adults – a first for the company. The House of Puzzles range will feature new multi-packs and the Contemporary Range, featuring trend-led designs from magnificent mushrooms to patchwork prints.

All fun and games!

CHARACTER OPTIONS 0161 633 9800 sales@charactergroup.plc.uk character-online.com It’s all fun and games with Character Options, following the signing of an exclusive distribution deal with US-based company Relatable. Now available in the portfolio is the pop culture and social media-inspired viral party game, What Do You Meme?, as well as other established titles such as Incohearent, where players compete to guess the gibberish, and Let’s Get Deep, which will teach you plenty more about those you spend your time with!

Plus, expect a selection of new games yet to be launched in the UK. Adult party games, family party games, and kids games are all in the mix, with highlights including the head-to-head battle for balance game Tower Stack, the girls’ night party game Sip or Spill, and Buzzed Classics Hook & Ring.

toysnplaythings.media

FEATURE

GAMES & PUZZLES

Fun for all UNIVERSITY GAMES 0207 254 0100 sales@ugames.uk.com university-games.co.uk University Games and The Lagoon Group has more than 60 new lines joining the 600-strong product line-up for 2025. New games include the TV classic, Bullseye Game, the Matilda Extraordinary Challenges Board Game, Buying Time and Easy Cheesy.

You can’t beat a bit of Bully! The new awardwinning University Games’ Bullseye Board Game, available this May, will ensure players at home will have a ‘super, smashing, great time’! The game features a dartboard with magnetic darts and hundreds of challenging questions that follow the categories in the TV show, and players have to master the rounds to get to the final and win Bully’s Star Prize. As a complementary addition, the new Bullseye Mini Dice Game will ensure families can always have this fun favourite with them when away from home.

A new smartthinking game for the most competitive board game players arriving this year is Buying Time, a game of risk and reward.

Players have to decide how much time they need to answer the questions, and how much they are willing to bet to earn more money.

University Games’ ever-popular children’s range, headed up by the best-selling Core 4: What’s Up, Charades for Kids, Don’t Say It and Yes! No!, will be joined this year by Easy Cheesy. This amusing and entertaining children’s game revolves around cheese and a small nibbling mouse. Players try to find the mouse hiding in the cheese but watch out she will nibble your finger if you disturb her hiding place. In addition, University Games’ extensive licensed ranges, including Dog Man, The World of David Walliams, Where’s Wally, Horrible Histories and Roald Dahl, have plenty of games and puzzles to keep youngsters entertained.

An exciting spring addition to University Games’ best-selling Roald Dahl games collection is Matilda, The Extraordinary Challenges Board Game. The game’s spinner is the famous Amanda Thripp and her rule-breaking pigtails, players spin to move around the board, undertaking mental and physical challenges in order to collect all the books before Miss Trunchball catches them!

Also new to the range is the Swashboggling Story Telling Dice Game and a Roald Dahl Find It Fast game.

University Games’ extensive Learning Journey range offers educational games, puzzles and toys for the key learning ages and stages, from baby and preschool, through to 12 years old.

The Learning Journey Techno Gears range, featuring Dizzy Droid, Crazy Train and Dino Bot sets, offers an early introduction to mechanic skills, science and engineering, while Techno Tiles sets encourage creativity where basic shapes can turn into grand masterpieces.

It’s super, Mario!

A musical summer ahead

EPOCH MAKING TOYS

JUMBO GROUP

0208 049 1377 sales@epochmakingtoys.com www.epochmakingtoys.com

0161 428 9111 | salesuk@ jumboplay.com jumboplay.com

Epoch Games will see several games added to its portfolio in 2025 including two new offerings from the world of Super Mario, which celebrates its 40th anniversary this year.

Available now, the Super Mario Cap Stacker, features the iconic caps and crowns of everyone’s favourite Super Mario characters. Players select a card at random and place the corresponding hat on the wobbly tower, but they must be careful, if the cap or crown isn’t stacked correctly and the tower topples over, they lose! Adding to the excitement, there are multiple challenge cards included. Can players turn a cap 180 degrees or swap the two caps or crowns at the top of the wobbly tower? Suitable for one or more players.

Get ready for unforgettable fun with Hitster Summer and exciting new Wasgij editions!

Introducing the latest addition to the Hitster brand for 2025 – Hitster Summer Party!

Perfect for any gathering, this exciting new edition turns your summer events into a nonstop blast. Hitster Summer is a lively party game for adults that brings together all your favorite summer hits from the past decades. The challenge?

Arrange the songs in the correct chronological order!

The first player to correctly place 10 songs on their timeline wins the title of HITSTER! With room for two to 10 players, this fast-paced, fun-filled game lasts about 30 minutes and is ideal for ages 16 and up. Whether you play solo or mix it with other Hitster editions, Hitster Summer guarantees a memorable time.

But that’s not all -– Jumbo’s iconic Wasgij jigsaw puzzles are back with even more brain-bending challenges for 2025. Step up your puzzle game with Wasgij Original Retro – Home Improvements, Wasgij Retro Destiny – Super Models, and Wasgij Retro Mystery – Great Train Robbery.

Challenge yourself, engage your imagination, and dive into these brand-new editions. Get ready to puzzle and party like never before.

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toysnplaythings.media

FEATURE

GAMES & PUZZLES

Board games revival THAMES & KOSMOS 01580 713000 sales@thamesandkosmos. co.uk thamesandkosmos.co.uk Once considered a relic of family nights long past, board games have experienced a revival over the past decade.

Catan is known as one of the original modern board games, and celebrates its 30th anniversary this year. During this time the game has moved from being available exclusively in hobby shops, to now having a presence in mainstream stores, and even supermarkets! As part of the anniversary celebrations, we will see the long-awaited coming together of two huge Intellectual Properties from the board gaming world. Kosmos will be releasing Exit The Game: Adventures on Catan. EXIT Games have been winning awards since they exploded onto the scene in 2017, selling over 20 million copies; by far the best-selling escape room style games around. Adventures on Catan takes the escape room in a box theme and transfers it to the famous Island of Catan. Here a team of up to four adventurers can feel nostalgic about their first dalliances into modern board

Did you know?

Classic board game Catan celebrates its 30th birthday this year, and a new release marking the occasion is Exit The Game: Adventures on Catan

gaming, while attempting to solve the riddles of the island and settle in its verdant landscape. This is a novice level game, suitable for players from age 10.

Another stunning big box release from Kosmos this summer is Australis. Set in the East Australian Current, players will manage the incredibly diverse eco system by settling corals, forming schools of fish and racing turtles through the slipstream. At the end of each round, an exciting dice competition ensues, giving this euro style game an interesting twist.

It is not just Kosmos bringing us fantastic high-quality games; Devir Games is rapidly becoming one of the hottest publishers on the scene.

Transgalactica is a worker placement and engine building game where up to five players will guide their starships through the far reaches of the galaxy, compete with other fleets for technological advancements and wield influence at the Galactic Senate. Suitable for ages 14-plus, this will be a sure fire hit with established board gamers.

24

G’Day Bluey!

ORCHARD TOYS 01953 859530 sales@orchardtoys.com www.orchardtoys.com Orchard Toys recently announced signing Bluey as its second character licence, and the launch of Bluey games based on some of the most popular episodes of the animated TV series.

The new range features Grannies Game, and Fancy Restaurant Game. The easy-to-play games take players on fun adventures with Bluey and her family, and combine educational value and fun gameplay. Perfect for ages three-plus.

Bluey Fancy Restaurant Game brings the popular ‘Fancy Restaurant’ episode to life. Players join Bluey and Bingo as they help Dad prepare a romantic dinner for Mum and Dad’s date night.

Meet the

Bango Bunch…

SANTORO 0208 781 1100 |mail@santoro-london.com www.santoro-london.com Santoro is introducing endless fun and charm to family game nights with the Bangoberry Domino Set. Featuring a colourful variety of whimsical Bangoberry characters from the delightful Bango Bunch, this set brings a cutesy twist to a classic game. With 28 beautifully illustrated domino cards, each measuring 6cm x 12cm, the Bangoberry Domino Set is perfect for family gatherings or cosy evenings at home.

Next, discover the cute and colourful world of Bingo Bango Island with Bangoberry Jigsaw Puzzles. Each puzzle brings the beloved Bango Bunch characters to life as they’re put together, piece-by-piece.

Get in a Muddle!

ONE FOR FUN 0141 613 2525 sales@oneforfun.com www.oneforfun.com One for Fun is constantly adding line extensions to the highly popular Muddle Puzzle range. The Metallic Muddle Puzzle Set is perfect for puzzle lovers who like a challenge.

The set includes three metallic pieces, each with its own unique design and difficulty level.

These newer items complement the existing range, which includes the Muddle Puzzle Space Polygon; these infinite puzzles can be opened up, turned and twisted to various shapes showing off different space scenes as you move around the puzzle.

toysnplaythings.media

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THE INDEPENDENT

OPINION

December delights into a

Jollys January

Charlotte Croser of Jollys Toys looks ahead to a successful spring, building from the energetic delights of Q4 2024 and on into a joyful January – while never forgetting that things may still come a cropper 2025 at Jollys has kicked off with renewed energy thanks to a cracking Q4 that relit my retail fire. Last year was hard going, and at times I questioned whether it was all worth it after a series of months Some that underperformed and left me demotivated. But in came the golden suppliers are quarter; October was a great month offering better and November did itself proud right margins than at the end as pay day loomed and landed, then December was really before thanks strong from start through to Christmas to lowering Eve. Phew! cost prices An uplift in turnover over and above – Siku, what I had ever imagined possible in such a year was what we needed to Depesche and ensure a teeny-weeny bit of growth Green Toys for the year overall. Thank you (from BigJigs) Father Christmas!

Hence I feel positive about the year are the ahead, and so far keeping that fire standouts lit as I write this in the third week of February. I am determined to stay this way for as long as possible.

I’ve channelled my renewed energy into doing all sorts of housekeeping in the shop; repairs and touching up tired walls, new shelf lighting and clearing out a storage room, as well as oodles of deep

“

“

26

cleaning. I’ve turbo-charged our socials and am trying to keep the momentum going with lots of quick posts, reels and stories about the newness as it arrives.

I have also cut some operating costs by reviewing regular outgoings to shave off whatever I can. While I feel energetic and positive about the year ahead, I am also being realistic that it is likely to be another tough one, so being lean on spending is a sensible move.

The bumper footfall continued into January and I’m thrilled that it was such a strong trading month – the best January we have ever had. Hurrah! Thoughtful planning for January stock paid off as I ensured that I kept ordering right through until mid-December and bought enough to carry us over. It meant that we had newness for the last-minute shoppers in the final push to Christmas, and fresh choices for youngsters spending Christmas money when we reopened in January.

I love seeing what the children pick out for themselves, and so far this year it has been plush, sensory toys such as NeeDoh and Thinking Putty, as well as stationery and Sylvanian Families. Board and card

games performed well in January – but I’ve learned over the years that this slows for us by February. I find that ticking that category along with good performers priced under £15 through the rest of the year until Q4 comes round again is the right way to go. Current winner for us is Riddle Pics from Big Potato Games, which performed very well at Christmas and continues to do so.

I made sure that I had plenty of tonies in stock for January. When I referred to my notes from 2023/24, I was reminded that most families who received a Toniebox for Christmas wanted to grow their story collection and waited for us to reopen to buy more tonies. I had fresh stock delivered close to Christmas so that we had plenty of choice for them as soon we re-opened the doors in 2025. It worked really well.

In my last article I said I wasn’t sure if I would attend Toy Fair but I did go along and am so pleased that I did.

The energy was upbeat, I had some great conversations and was pleasantly surprised at the amount of newness and great pricing. Some suppliers are offering better margins than before

toysnplaythings.media

Jollys

Top ranges

■ Legami Erasable Pens ■ Plush ■ NeeDoh ■ S IKU die cast vehicles ■ Hot Wheels Monster Trucks

looks jolly joyful on the shelves, and on the socials!

On to Spring Fair, which is an essential visit for Jollys each year. The mix of gifts, toys and greetings under one (albeit humongous) roof is so useful, and the NEC is a lot easier and cheaper to get to than Olympia for me. I know not everyone agrees, but I think that the Toys & Play section was well-placed and filled with a good array of friendly, well-stocked suppliers. It was slightly odd that some of the games suppliers were in a different hall, which felt disjointed, but hey ho.

I didn’t make it round everyone as a threatening migraine swooped in and I left earlier than I had planned. Again, I should have done two days instead of one and will vow to do that in 2026.

Across the shows my main mission was to find new plush and collectibles, with both seeming to be the winning categories of the moment. Jollys shies away from stocking licensed products, so the current boom in non-licensed collectibles is very welcome, and I will make the most of it. If in my tiny shop I can stock a plushie, an erasable pen, a sensory toy – a product that appeals to primary-aged boys and girls, teenagers and adults of all ages – then it’s got to be a winner, right?

At both shows I was struck by the wide range of new plush available – anthropomorphised botanicals and foods given the kawaii treatment galore. It is definitely taking centre stage. We stock the wonderful Jellycat brand and love

“

Jollys has kicked off with renewed energy thanks to a cracking Q4 that relit my retail fire

“

thanks to lowering cost prices – Siku, Depesche and Green Toys (from BigJigs) are the standouts.

One of the fair highlights was meeting ‘Crazy Aaron’ of Thinking Putty fame. Jollys has stocked the brand for many years and it’s always been a brilliant seller for us. My husband and I lived 30 miles up the road from the factory in Pennsylvania, US, for five years, so the brand endears itself to me even more because of that. Aaron is a ball of energy, he oozes passion for what he does and for his products. He told me that his mission is simple – to deliver joy. It sounds obvious but it resonated with me; as purveyors of toys and fun things, it all boils down to joy doesn’t it?

Keeping that joy at the forefront of my mind I found Slime Party on the first floor of the hall and ordered a bright and cheerful mix of Putty Pals… sweet-scented cloud putty with charms and sprinkles.

Knowing that my customers love Thinking Putty and air-dry clay, this is a great mix of the two products. I had seen it at the Toymaster show a few years ago when it launched but had to wait until the exclusivity with Toymaster-only shops ended. It has been selling well and

it, but it isn’t in everyone’s budget, and I have sensed a growing demand from my customers for pick-up lines in this category. Based on glowing reports from other toy indies I chat to, I went with Palm Pals from Aurora. I also chose some glow-in-the-dark Dream Beams from One for Fun, as well as a decent top-up on Wilberry from The Puppet Company with some new lines I haven’t tried before.

Lots of other new stock has been arriving and as I write we are full to the brim for the half term and spring months ahead. Not just along the plush and collectibles lines, but also books, jigsaws, stationery and customer favourites such as Plus Plus (love the new sealife collection!), puppets and baby toys. I especially like the latest silicone baby toys from Bigjigs Toys, and have high hopes that they will do well. I would order more but the budget has to be taken into account, and I don’t want to be seeing the same stock from Q1 still sitting on the shelves as the summer arrives.

And so onward towards spring, and may it be a better one than last year both in terms of weather and footfall. Easter falls nice and late, so I am hoping that means it is better for business than last year’s early one. If I predict correctly, the longer run-up to Easter means that customers have longer to get over the cost of Christmas, the spring weather has time to get going and everyone is ready for an excuse (and has the spare cash) to buy gifts again.

We’re ready for you 2025 – bring it on!

Jollys Toys is based in Thrapston, Northamptonshire and was established in 2013. It sell’s children’s gifts, toys and games online and through its magical little 1700s shop.

JollysToys.co.uk | 01832 358915 | charlotte@jollystoys.co.uk 28a High Street, Thrapston, Northamptonshire NN14 4JH

MARCH 2025

27

FEATURE PRESCHOOL

The power of

preschoolers As the Insights Family goes from strength to strength, this is a good time to revisit founder Nick Richardson’s deeply researched and logical take on a key period of childhood physical and mental development Preschool kids are in a critical phase of their cognitive and emotional development. This sees their curiosity build and become significantly more receptive when engaging with products and brands – some of which can become ‘relationships’ they enjoy for life.

There have been significant developments in preschoolers’ attitudes, behaviour and consumption. For example, compared with half a decade ago, the average preschooler in the UK spends more time watching TV, or playing with toys. In turn, digital and offline interactions with IP have become more prevalent and impactful.

Kids Insights data indicates preschoolers as a group of fans with a high eagerness towards licensed products across a variety of product

“

British preschoolers spend over 90 minutes playing with toys every day

”

Commotion

28

categories: including toys, books, and food. Specifically, preschoolers are between +53% and +65% more likely than the average child aged between three to 18 to buy licensed toys related to their favourite characters from the worlds of TV, film, video games and YouTube.

British preschoolers spend over 90 minutes playing with toys every day. This is essentially their favourite activity. Furthermore, they spend 84 minutes watching TV which, as mentioned, represents as increase across the past few years, highlighting the growing relationship kids build with their favourite IP early on.

There is no doubt that Millennial and Gen Z parents are creating a family ecosystem that is far more collaborative and democratic than previous generations. Reflecting this is the fact that 73% of younger parents say they take their child’s opinion into account when making a decision.

Among young families, this is creating an environment (coupled with their access to technology) that enables young kids to have far greater empowerment and influence on their parents and family decisions.

For example, in the UK, preschoolers influence 89% of toy purchases, according to Parents Insights data.

A large proportion – 40% – of preschoolers exercise pester power after seeing an advert they like. This figure makes them +28% more likely than all children to attempt influencing their parents towards buying them something.

There is no doubt that Millennial and Gen Z parents are creating a family ecosystem that is far more collaborative and democratic than generations before. Reflecting this is the fact that 73% of younger parents say they take their child’s opinion into account when making a decision. Among young families, this is creating an environment that enables young kids to have far greater empowerment and influence on their parents and family decisions.

For example, in the UK, preschoolers influence 89% of toy purchases, according to Parents Insights data.

Over 90% of preschooler parents surveyed make impulse purchases for their child at least occasionally. This indicates the high consideration parents have for their young ones which leads them to make decisions with their hearts.

Preschoolers constitute the primary consumers of the future, which is why it’s important to understand their unique attitudes, behaviour and consumption early on. By doing so toy manufacturers, distributors and brand owners have a far greater chance of being able to understand and define their specific target audience.

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FEATURE PRESCHOOL

Favourite character RAINBOW DESIGNS

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

01329 227300 sales@rainbowdesigns.co.uk www.rainbowdesigns.co.uk Paddington, Bing, Peter Rabbit, and Mr. Men Little Miss are just a few of the best-selling and new preschool character collections available from Rainbow Designs this year.

Arriving this autumn is the new reimagined range featuring the multi-award winning preschool property, Bing! Rainbow’s new Bing range focuses on Bing and his friends Flop and Sula, and envelops all the ages and stages of preschool life, with toys both suitable for the youngest of preschoolers including the introduction of a new Bing plush including a Giant Bing Soft Toy, alongside engaging playsets that are perfect for later preschool years.

The Adventures of Paddington continues to be a firm favourite, and Rainbow’s best-selling toy range features the award-winning Paddington Tea Set, the Paddington Talking Soft Toy, 4-in-1 Dress Me Paddington and Bessie the Campervan Play Set. Joining the range later this year will be Paddington’s Football Fun and Paddington’s Splashy Stroll mini playsets. Following the blockbuster success of Paddington in Peru, now available on streaming services, Rainbow’s new Paddington Movie range continues to go from strength to strength. Lines in the range include a Paddington Soft Toy, a super soft Giant Paddington and a Paddington Talking Soft Toy featuring five different phrases from the movie.

This summer Rainbow will also welcome the colourful Mr Men Little Miss range. Rainbow’s new range will include the iconic characters Mr Tickle, Mr Happy, Mr Bump and Mr Strong, Little Miss Hug, Little Miss Sunshine, Little Miss Princess and Little Miss Chatterbox, in an adorable range of large cuddly cushions, collectible plush toys and plush keychains.

Movie magic Following the succes of Paddington in Peru, Rainbow’s new Paddington Movie range includes a Paddington Soft Toy, a super soft Giant Paddington and a Paddington Talking Soft Toy

30

Lots for littlies!

University Games has an extensive range of educational games, puzzles and toys available for preschoolers, including The Learning Journey range, a fun selection of games, puzzles, electronic and sensory educational preschool toys, as well as a comprehensive licensed range featuring some of the most popular characters from children’s storybooks, such as The Very Hungry Caterpillar, The Tiger Who Came to Tea, Mog The Forgetful Cat, The World of Dinosaur Roar and We’re Going on a Bear Hunt.

For example, the colourful Rainbow Picnic board game and Double Sided Rainbow Floor Puzzle join the bestselling Let’s Feed the Very Hungry Caterpillar Board Game, 4 in 1 Puzzle Set, Memory Card Game and ABC Game in a Tin.

Making numbers fun!

ORCHARD TOYS 01953 859530 sales@orchardtoys.com www.orchardtoys.com Exciting new lines in the Orchard Toys preschool collection are Dinosaur Number Eggs and Colour Match Express.

Dinosaur Number Eggs is an engaging early number game that blends education with fun. Designed for children from the age of three, Dinosaur Number Eggs features exciting gameplay where players race to hatch the most baby dinosaurs while avoiding the T-Rex wild card.

It’s great for early learners to help develop their number recognition and counting skills in a fun hands-on way, while promoting social interaction and friendly competition. With its vibrant illustrations and captivating theme, this dinosaur themed number game is sure to be a hit with parents of young dinosaur enthusiasts.

As seen on:

It’s Playtime with Paddington!

Play with Paddington soft toy and tea set

Comes with Paddington suitcase

Stickers included

Paddington’s Tea set

Letters to Aunt Lucy Playset

Teatime Treats Playset

Kitchen Adventures Playset

Figures compatible with all playsets

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Collectible Figures and Playsets:

FEATURE PRESCHOOL

Little Mix-ers VTECH 01235 555545 | trade.sales@vtecheu.com www.vtech.co.uk VTech Electronics introduces two new preschool toys for Spring 2025: Mix It Up DJ and Drill & Learn Toolbox. These interactive toys inspire creativity, hands-on learning, and imaginative play for little learners.

Future DJs can unleash their creativity with the Mix It Up DJ, an interactive music-mixing toy packed with engaging features. With 25 buttons, kids can explore sounds, music, and DJ activities, all enhanced by animated visuals on a backlit display. They can record and play back their own beats, adjust volume and tempo, and experiment with sound effects using the spinning DJ turntable. The eight piano keys introduce piano, character, and animal sounds, making playtime a musical adventure.

Let’s get the party started – mix, play, and create!

Little builders can dive into hands-on fun with the Drill & Learn The Drill & Learn Toolbox Toolbox. This portable toolbox with a carry handle is packed with is a portable toolbox with electronic learning activities. Featuring three light-up tool buttons, a carry handle, and is it introduces tools, colours, and numbers. The interactive drill lets children tighten and loosen screws and spin gears for engaging packed with electronic play. With 16 included accessories, including a drill, screwdriver, learning activities spanner, hammer, screws, nails, and play pieces, kids can explore endless building possibilities. Three game modes – Learning, Challenge, and Music – offer dynamic ways to play, while a project guide with five starter projects sparks creativity.

VTech’s Mix It Up DJ and Drill & Learn Toolbox encourage creativity, problemsolving, and early learning – making playtime both fun and educational.

DIY learning

Small but mighty!

Preschool pleasers

TOYS2MARKET

JUST PLAY

07826 844824 www.toys2market.com

0800 102 6885 uksales@justplayproducts.com www.justplayproducts.com

The small foot wooden toy range, distributed by toys2market in the UK, is full of environmentally sustainable toys with high play value and modern designs that entertain, educate and inspire preschoolers.

From beautifully crafted motor activity cubes and balancing games to stacking towers and building blocks, small foot has a variety of themes within its preschool collection such as seaside, ocean, arctic, safari and dinosaur.

Driving playtime ONE FOR FUN 0141 613 2525 | www.oneforfun.com | sales@oneforfun.com BB Junior takes to the road this year with some fabulous new additions to this exciting design-led preschool range. My First Porsche 911 GT3 Electric car joins the VW Electric Car and lets children see the battery charge up with moving lights just like the real thing. The Porsche also comes as a pullback racer. BB Junior Push n Glow range has new additions too – keeping with the racing theme take a look at the Push and Glow FI car.

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Just Play’s preschool portfolio sees some exciting new additions across its Disney Junior SuperKitties, Disney Junior Minnie Mouse and Sesame Street ranges.

For generations, the classic beloved franchise Sesame Street has been bringing learning, laughter and life lessons to young children across the globe. And Just Play’s Master Toy collection will continue to delight little fans this year.

Children can pounce into action for paw-some playtime with Disney Junior’s SuperKitties toy collection

by Just Play. The Disney Junior SuperKitties Hero Squad Figure Set is a five-piece collection of articulated figures that includes the heroes and a villain. These dynamically posed toys are perfect for imaginative play, as too are the huggable crime-fighting kittens in the Disney Junior SuperKitties Small Plush Assortment.

Disney Junior Minnie Mouse remains a firm favourite; there’s something for all fans, with adorable plush, pretend play items and sweet doll lines. The Minnie Mouse Sweet Party 6in Doll is perfect for imaginative play, with the numerous fashion and party accessories that come included.

Go wild for dinos KIDANTICS 01293 364364 enquiries@kidantics.co.uk www.kidantics.co.uk KidAntics has had great fun developing its new brand Wild Thingz over the past year. The aim is for children to learn while having fun through early introductions to play and exploration.

New for 2025 is the DIY Dinos range, available in six different dinosaur designs. Children will have so much fun building and taking apart the dinosaurs using the big bolts and chunky screwdriver – perfect for little hands to grip and use easily.

The dinosaurs are colourful and super durable, ensuring plenty of play time. They have moving joints, limbs and mouths for lots of imaginative play. Kids will have endless fun putting them together, playing with them, taking them apart again, and repeat!

The kits are designed to develop hand-eye coordination, teach problem-solving, improve fine motor skills and encourage imaginative play.

The packaging is made from FSC card, and the dinosaurs are secured with environmentally friendly string. There is no single-use plastic at all in the range. The SRP for each DIY Dinosaur is £7.99.

Engaging play COMMOTION 01732 225821 info@commotion.co.uk www.commotion.co.uk Experts in educational play, the tickit brand offers an impressive preschool range designed to engage children at all ages and stages of development.

With sensory toys and storytelling blocks, open-ended play and construction sets, outdoor toys and games to encourage movement and sociability, tickit toys are intended not simply to entertain, but to educate in a meaningful and long-lasting way Established over 25 years ago, the tickit brand is owned and distributed worldwide by Commotion Ltd. The range is designed and developed by The tickit range is designed an in-house product team in close and developed by an inconsultation with specialist advisors house product team in close across the education spectrum. The consultation with specialist objective with every single product is to inspire children’s natural advisors across the education curiosity, broaden their knowledge, spectrum and aid their development as they learn through play. Resellers and consumers can be reassured that each toy meets the highest standards of quality, safety, and educational value.

Highlights from the recent International Toy Fair in Nuremberg include the Woodland Trail Treehouse, a bumper set of Wooden Building Gem Blocks, and beautifully detailed Wooden Minibeast Blocks, featuring real photographic images. The imaginative play range includes a broad selection of small world play sets, carefully crafted from solid wood with thoughtful details. The stars of the show were the new SiliSoft range of silicone toys – designed to entertain and stimulate toddlers in their physical, emotional and intellectual development, and of course the new tickit Whizz Balance Bike, the ideal starter bike for preschoolers aged two and up.

Toy buyers interested in the tickit range can be assured that a partnership with Commotion goes beyond just supplying toys. With over 40 years’ experience as a global distributor of educational toys, the pan-European team is fully focused on nurturing relationships, offering a competitive pricing structure alongside a suite of support services to help resellers thrive. They help inform product selection, provide promotional materials to boost sales, offer live video sessions to ensure that the unique selling points of each product can be effectively communicated to target audiences.

Did you know?

Pop-out playtime!

SANTORO 0208 781 1100 | sales@santoro-london.com www.santoro-london.com The Pop-Out Playscape is an adorable new activity from Bangoberry that combines imaginative play with innovative design. Perfect for young adventurers, this all-in-one playscape features 23 playable characters and icons, providing an interactive experience.

Simple slot-together components are presented in clever packaging that doubles as both a storage box and a backdrop scene. From whimsical animals and tropical objects, the variety ensures that every play session is full of neverending fun. Whether at home or on the move, the compact design allows for easy transport and setup, providing entertainment wherever.

The sturdy materials also ensure that the characters and backdrop can withstand enthusiastic play.

MARCH 2025

33

US Toy Association’s Toy Fair Spotlight

NY Toy Fair boosts

future talent prospects When the US Toy Association’s Toy Fair opened its doors, the show not only offered exciting opportunities for the global toy community to network, do business, and discover the most innovative playthings for the year. The Toy Association’s Jennifer Lynch takes us through the show Toy Fair’s Student Congress, which took place during the four-day show in New York City, engaged the next generation of toy professionals. The full-day event welcomed hundreds of university-level students to Toy Fair, where they learned about the industry and connected with participating toy professionals from various companies and fields. They were also treated to a networking hour, presentations from industry insiders, and an ‘Open House’ visit to participating booths on the show floor.

In addition to the Student Congress agenda, students also had the opportunity to have their resumes reviewed and received personalised feedback from experienced professionals.

Kimberly Carcone, executive VP of global market events at The Toy Association, said: “Many of us entered the business of toys and play through pure happenstance, but Student Congress changes that, facilitating the pipeline of talent for our industry and making students more aware of the vast opportunities available to them across our industry – from product development to media marketing, retail, and beyond. It is exciting to see these students experience the wonder and innovation of our industry at first-hand.”

Toy Fair has continually evolved to serve as an incubator for fresh talent and encourage everyone to find their place in the industry.

For first-timers and global brands looking to break into the lucrative $42 billion US toy market, Toy Fair is where big dreams and big ideas come to life. This year’s show welcomed 34

245 first-time exhibitors (800-plus exhibitors overall), many of whom were featured in Toy Fair’s Launch Pad, which offered buyers and other attendees a dedicated zone to explore unique, never-before-seen products and innovations. Underscoring how companies see Toy Fair as an opportunity to launch their businesses and products, this year’s Launch Pad also had an expanded footprint in direct response to increased interest from first-timers.

Additionally, Toy Fair’s Creative Factor, a programme that directly supports the inventor and designer community, returned on the show’s final day. The event gave selected inventors, designers, and artists the chance to pitch their fresh ideas to top toy and youth entertainment professionals and manufacturing partners.

While connecting inventors with manufacturers remains a key focus of Creative Factor, the programme has expanded to include more educational components, networking opportunities, and interactive sessions that empower creatives at all stages of their journey. For instance, Toy Fair University’s educational sessions included panel discussions, demonstrations, and experiences tailored for inventors, designers, and the broader creative community.

Enhanced collaboration with industry partners has also led to new networking opportunities, meeting areas, and showcases throughout the four-day event to serve and inspire all show attendees. The Association continues to work closely with the United Inventors Association of

“

For first-timers and global brands looking to break into the lucrative $42 billion US toy market, Toy Fair is where big dreams and big ideas come to life

”

America (UIAA) to help further pave the way for the success of creatives, including collaborating with the organisation for Toy Fair events such as a meet-and-greet with the UIAA’s Toy Hub advisory board.

A joint lounge at the show highlighted the toy design programmes at the Fashion Institute of Technology and OTIS College of Art and Design.

Gallery experiences promoted past and present Toy Industry Hall of Fame inductees and the products inducted into the 2024 Toy Hall of Fame (in partnership with the Strong Museum of Play). Product showcases such as the Freshman Connect (highlighting newbies to the show), Hot for Holiday (featuring must-haves for holiday 2025), and the 2025 Toy of the Year Award Winners Showcase, invited attendees to shop trending, original, and awardwinning products.

Lastly, while Toy Fair 2025 may now be in the rear-view mirror, with Mary Couzin and People of Play now embedded as integral parts of the Association, we remain committed to being a unifying force for supporting members’ creativity. From The Toy Association’s ‘New Toy Building’, which offers a year-round showroom solution in the heart of El Segundo’s toy district for LA preview activity, to People of Play’s Chicago Toy & Game Fair, Inventor Pitch & Innovation Conference, and Young Inventor Challenge, all of which bolster the lifeblood of our industry, there are so many opportunities to build on in support of the global industry.

Toy Fair 2026 will take place February 14-17 at the Javits Center in New York City.

toysnplaythings.media

FEATURE

OUTDOOR TOYS & RIDE-ONS

The outdoor toy category has been booming in the UK and, as we head into the early spring and summer beyond, it will be interesting to see if the trend continues against the uncertain economic backdrop

Off to a good

MV Sports

start!

The outdoor toys and ride-ons market has been growing in recent years. The sector is great for encouraging physical activity, imagination, and outdoor fun! The future sales prospects can be influenced by several key factors, including market demand, target demographics, seasonality, and trends in outdoor play.

After the pandemic, there was a resurgence in outdoor activities as families sought alternatives to screen time. This shift is benefiting the outdoor toys and ride-on market. There’s also an increasing emphasis on physical activity and getting children outdoors, which is leading to a demand for toys that encourage active play, such as ride-ons, bicycles, and sports-related outdoor toys. Parents are also becoming rather more health-conscious about their

children’s fitness and are investing in toys that promote outdoor physical exercise.

“

Parents are also becoming more healthconscious about their children’s fitness

”

The popular categories for the outdoor sector include: ■ Ride-ons – Battery-operated rideon cars, scooters, tricycles, and pedal-powered vehicles are some of the most popular items.

■ ●Bikes and scooters – These remain top sellers, especially in the warmer months. Products that combine fun with skillbuilding, such as balance bikes, are particularly in demand for younger children.

■ ●Outdoor playsets – Larger items, such as swing sets, slides, and jungle gyms are consistently popular.

■ ●Inflatables and pool toys – With increasing interest in backyard pools, inflatable toys such as slides and water playsets are also seeing demand.

■ ●Sports equipment – Footballs, basketball hoops, and other equipment aimed at helping kids play sports outdoors have strong market potential.

Peg Perego

Product innovation and trends include sustainability (eco-friendly products are becoming increasingly popular), tech-enhanced toys (interactive rideons and toys with added tech features, such as bluetooth speakers, lights, or apps, can stand out in the market), and customisation (personalised ride-ons and toys, including colours and accessories, can be attractive to consumers looking for unique products).

If the businesses can handle logistics and distribution, there are healthy opportunities to expand into international

36

toysnplaythings.media

markets where outdoor play is also a growing trend. Countries in Europe, Asia, and Latin America, especially those with warm climates, are potential markets.

In conclusion, the outdoor toys and ride-ons market shows a healthy growth trajectory, especially if businesses are able to innovate, leverage online sales channels, and appeal to the growing interest in physical outdoor activities.

While competition is strong, there is plenty of potential, particularly if you focus on trends such as eco-friendly products, tech-enhanced toys, and seasonal promotions.

Micro Scooters

Motion-activated light up wheels

6v electric bumper car

tilt & glo scooter

suitable for indoor and outdoor play

balance bike with light up wheels Motion-activated light up wheels

quick up bean bag toss and target game

© 2025 MARVEL.

It’s Spidey Time

FEATURE

OUTDOOR TOYS & RIDE-ONS

Golden year for Dolu DOLU 07850 779797 | sales@sjr-associates.co.uk | www.dolu.com.tr Dolu is celebrating its 50th year as a manufacturer in Turkey, and the team says it’s had an unbelievable start to 2025, with its best-ever London Toy Fair and Spielwarenmesse.

This year outdoor toys have new colours, plus there’s a matt finish to many of the lines, which has been better received than the company could have hoped for.

Consumers can now have a coordinated range of Playhouse, Slides, Water Tables etc in a format that looks totally different from the old primary or bright colours.

All it needs now is for the UK and Ireland to have the summer

weather we had in 2020 (without a pandemic!) times of up to 28 days plus shipping of However, Dolu is not just a company approximately 18 days. that produces outdoor and wheeled toys; The GBP prices include all delivery charges it manufactures more than 300 items in its from Turkey to a UK warehouse.

65,000 sq m factory, including roleplay and preschool toys, car garages and assorted vehicles costing less than 50p, as well as an extended range manufactured under license from Mattel.

Also launched at Cologne last year was the Dolu Nuve range of baby products, which again can all be mixed in the same container, coming from the same factory. The range has been developed for the nursery with a soft palette of colour options, many lines again with a matte finish to add a really luxurious feel, but still offering very good quality at low pricing.

The average container cost is around £12,000 with No MOQs per item. Dolu offers credit facilities, and the quality and reliability Dolu’s outdoor toys feature new colours and of buying from a matt finish in many cases Europe, with shortened lead

Did you know?

Get your kicks indoors and out!

CHARACTER OPTIONS 0161 633 9800 | character-online.com | sales@charactergroup.plc.uk Take the fun outdoors with Ollyball and Character Options’ hugely popular Stay Active category, which offers activities and toys that can be enjoyed by all the family.

KickerBall remains top of the league for football fanatics. This football like no other has special panels that channel air in ways your standard football can’t. Made with revolutionary aerodynamic materials, football freestylers can learn to swerve, bend and curve this ball with ease. Kids can learn three epic trick shots with KickerBall.

Kick side of the ball from the left to swerve right. Kick the side of the ball from the right to curve it to the left. Strike the centre using the right kicking power to bend it.

An out-of-this-world toy comes in the form of Moon Shoes, the original and iconic mini trampolines for your feet. With Moon Shoes, kids can have incredible fun as they jump with anti-gravity effects, while

38

developing their balance and coordination skills.

Made of quality, highdensity plastic, with adjustable Velcro nylon closure straps, Moon Shoes feature a self-centring shoe platform and a non-skid grip surface for sure-footed, highbouncing thrills!

Plus, there’s all-new Ollyball – the ultimate 12in play ball that can be used both outdoors and inside. It won a Toy of the Year in the US, thanks to its patented KrunchCOR construction, which means it absorbs the impact from full-speed play, so kids can hit it and kick it hard without risk of broken windows, marked walls, or nasty bruises! What’s more, the outside cover of this reinflatable ball can be coloured in to personalise it, with any pen, marker or crayon.

Play it safe!

Ollyball has a patented KrunchCOR construction, which means it absorbs the impact from full-speed play – perfect for indoor kickabouts

toysnplaythings.media

ultimate garden fun for all the family

ba bat at & ball set

pop & catch

target game

4-in-1 bumper box of garden games sticky catch game

deluxe bobble ride-on

4x4 ride-on

FEATURE

OUTDOOR TOYS & RIDE-ONS

Get in on the action!

MV SPORTS & LEISURE

01217488000 | info@mvsports.com | www.mvsports.com Get ready for an action-packed 2025 with MV’s new line-up of toys, featuring an exciting mix of both own-label and licensed brands. This year, MV unveils more than 200 new products across all of its ranges, including must-have additions from two of the most beloved children’s brands, Spidey and His Amazing Friends (SAHAF) and Bluey. Whether you're looking for a hero product to drive sales or a way to encourage outdoor play, the everexpanding MoVe range has something for every retailer and every little adventurer.

For young Spidey fans, the highly commended SAHAF 12" Balance Bike with

another thrilling addition. With three-mode push-button activated stem lights and motion-activated light-up wheels, this scooter turns every journey into a mini light show. Responsive tilt-and-turn steering helps children develop balance, while the wide footplate offers extra stability. With a rear footbrake for added safety, this scooter is easy to assemble, built to last and features removable handlebars for easy storage.

The glow show…

The SAHAF Tilt & Glo Scooter with Lights has three-mode push-button activated stem lights and motion-activated light-up wheels, turning every journey into a mini light show Light-Up Wheels is a standout in the 2025 collection. Featuring motion-activated wheels that light up in vibrant colours, this bike adds excitement to every ride. Ideal for beginners, it delivers a smooth and stable experience thanks to puncture-proof tyres and deep-tread wheels. The adjustable handlebars and seat ensure it grows with the child, making it a long-lasting option for parents. Soft, moulded grips and a sturdy steel frame guarantee both comfort and durability, while the balance-boosting design helps to promote coordination from an early age.

The SAHAF Tilt & Glo Scooter with Lights is

40

For those looking for something more exhilarating, the SAHAF Electric Bumper Car Ride-On promises high-energy, action-packed fun. LED lighting, interactive horn sounds and a joystick for speed and direction control let kids spin 360° for an exciting ride. Designed for indoor and outdoor use, the bumper car is built for safety with full-surround anti-collision strips. It’s the perfect mix of fun and skill-building, helping young riders develop balance and coordination while having a blast.

New for 2025, the SAHAF Quick Up Bean Bag and Target

Game is the ultimate addition to outdoor playtime. With six bean bags and six balls, this game encourages handeye coordination and keeps kids entertained for hours. Its pop up design makes it easy to transport, while the waterresistant polyester material ensures it’s ready for play whatever the weather.

Turning to Bluey, MoVe offers the perfect entry-level ride-on with the Bluey Deluxe Bobble Ride-On. It’s an ideal option for toddlers, featuring a sturdy steel frame and double rear wheels for extra stability. Soft grip handles make it easy to steer, while puncture-proof tyres ensure the fun never stops indoors or outdoors.

The new Bluey 4x4 Ride-On is set to be one of MV’s best-sellers this year.

This must-have ride-on is designed to help young children develop balance and coordination as they zoom around.

Featuring a working horn and fun sound effects, it includes chunky, deep-tread tyres for stability and brightly coloured Bluey decals that add to its appeal.

For families who love outdoor fun, the MoVe Bluey 4 in 1 Bumper Box of Garden Games is a must-have. Packed with four engaging games; pop & catch, sticky catch, target shot and bat & ball set, this set is perfect for active play in the garden or park. Finally, the MoVe Bluey My First 12" Bike has adjustable handlebars, an enclosed chainguard and key safety features like front and rear brakes – this bike is built for comfort and peace of mind.

toysnplaythings.media

Food Grade Plastic

Hand Grips

Water Resistant

Fits Through Standard UK Doors

To book an appointment or see our showroom: 01626 835400

Playtray Toyworld Feb 2025.indd 1

sales@wiltonbradley.co.uk

www.wiltonbradley.co.uk

11/02/2025 14:21:44

FEATURE

OUTDOOR TOYS & RIDE-ONS

Hop to it!

MICRO SCOOTERS

Gee Whizz!

COMMOTION

01732 225821 info@commotion.co.uk www.commotion.co.uk Commotion’s launch of the tickit Whizz Balance Bike at Nuremberg 2025 generated significant excitement among both new and existing customers. The balance bike market, valued at several hundred million dollars, is growing as parents recognise the importance of early childhood mobility and motor skills development.

The tickit Whizz Balance Bike stands out with its stylish design, vibrant colour options, lightweight frame, puncture-proof tyres, adjustable seat height, and easy assembly. Designed for children aged two to six, it features a sturdy, rustproof frame and the lightweight build allows young riders to manoeuvre confidently, while parents can easily carry it. Durable tyres ensure safety on any surface, and a 5-year warranty offers peace of mind.

Testing at a childcare centre yielded enthusiastic feedback: “The children loved it; it’s sturdy and The Whizz Balance Bike has easy to manoeuvre. The reinforced a rustproof frame and its nylon shows no wear, and the lightweight build allows young solid rubber wheels eliminate riders to manoeuvre confidently, puncture concerns. The adjustable seat height fits both toddlers and while parents can easily carry it preschoolers perfectly.”

The balance bike market is evolving, driven by trends in child development, safety, and sustainability. Increased outdoor activities emphasise the benefits of riding for young families, and tickit ensures all products meet strict international toy safety standards.

With over 40 years as a global distributor of educational toys, Commotion offers a range of quality products under its tickit brand, which includes more than 350 lines designed with educational specialists. Each product aims to inspire curiosity and support development through play. Commotion’s strategic distribution, exceptional reseller support, and market expertise reinforce its position in the educational toy industry.

Carry it home

42

01206 381320 | tradeorders@micro-scooters.co.uk www.micro-scooters.co.uk Introducing the Micro Hopper, a 2-in-1 product that transforms from a ride-on to a bouncing space hopper. Designed for children aged 18 months to five years, it features smooth-gliding 360-degree wheels for indoor-outdoor adventures and an adjustable inflatable body that grows with the child. The non-marking wheels and durable PU/PVC construction ensure worry-free play on any surface.

What sets the Micro Hopper apart is its versatility and longevity.

The adjustable inflation system means one product serves multiple developmental stages, while the collapsible design offers easy storage and transport. Complete with an air pump and replaceable parts, this dual-function toy delivers outstanding value and endless possibilities for active play.

The Mini Micro LED Deluxe is a first scooter that combines innovative design with safety-first engineering, featuring inductionpowered light-up wheels that illuminate with every push – no batteries needed. Built for riders aged two to five, this premium preschool scooter boasts an anodised stem for enhanced durability and an adjustable handlebar that adapts as a child grows.

What sets this scooter apart is its attention to safety and comfort, with a reinforced fibreglass deck featuring anti-slip silicone grips, responsive braking, and toxin-free handles. The lightweight design and lean-to-steer technology make it easy for toddlers to master, while its 50kg weight limit and replaceable parts ensure years of adventure.

Swiss engineering meets playful innovation in this bio-mechanistapproved design that helps develop essential motor skills.

Then there’s the Micro Sprite, a sustainable twowheeled scooter that balances ecoconscious design with premium performance.

Built for riders aged five to 12, this award-winning scooter features cork handle grips, recycled fishing gear plastics, and water-based paint, setting new standards for environmental responsibility.

The lightweight aluminium frame, telescopic handlebars, and responsive 360-degree steering system provide the ideal platform for developing coordination and confidence. The one-click folding mechanism, built-in kickstand, and precision-engineered brake makes it practical for daily use, while replaceable parts ensure years of reliable service.

toysnplaythings.media

FEATURE

OUTDOOR TOYS & RIDE-ONS

The perfect ride WILTON BRADLEY 01626 835400 | sales@wiltonbradley.co.uk | www.wiltonbradley.com The Xootz Cobolt E-Bike offers a perfect ride for adventurous kids looking to explore the outdoors with style and ease. 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.

Complete with a mechanical handbrake, the Cobolt E-Bike ensures that riders can stop quickly and smoothly when needed, providing peace of mind for parents!

Additionally, the mudguard helps keep the bike clean, preventing mud and debris from splashing up during off-road adventures. The comfy padded seat ensures

hours of enjoyable riding, and the addition of a footrest provides extra support, allowing kids to keep their balance while riding.

The Xootz Cobolt E-Bike is equipped with a powerful and durable 14.4V Lithium battery that delivers hours of continuous fun. This high-capacity battery ensures that riders can enjoy extended adventures without frequent recharging. With the Xootz Cobolt E-Bike, kids can take their outdoor adventures to the next level. Offering the perfect balance of speed, safety, and comfort, it’s the ultimate electric bike for young riders who want to experience the thrill of riding while staying in control.

Never get tyre-d!

The Xootz Cobolt E-Bike’s robust 12in inflatable off-road tyres let kids confidently ride across both paved paths and uneven terrain

For young adventurers PEG PEREGO 0774 387 8084 | phil.howe@pegperego.com www.pegperego.com

For young farmers…

The John Deere RC Tractor

Peg Perego, a premium ride-on toys specialist, has over 70 years of experience creating toys that combine innovation, quality and fun.

At the forefront of its line-up are two thrilling new releases that have been designed to captivate young adventurers and retailers: The John Deere RC Tractor introduces the excitement of remote-controlled play to the iconic original. Designed for aspiring young farmers, this ride-on toy features realistic details, intuitive controls, and smooth manoeuvrability, delivering hours of interactive fun.

Mini Polaris: Inspired by Polaris’ renowned off-road vehicles, the Mini Polaris delivers the thrill of adventure in a safe, compact design. With bold aesthetics and a high-performance battery-powered engine, this toy is ideal for young explorers. Safety and fun are assured thanks to Peg Perego’s trusted engineering.

In addition to its new launches, Peg

44

Perego will features realistic details, also spotlight intuitive controls, and smooth some of its most manoeuvrability, delivering popular models hours of interactive fun that continue to resonate with families worldwide: Pro Range: A line of powerful off-road features make it the perfect companion vehicles designed for adventurous kids for young adventurers tackling big tasks. aged six-plus. Featuring a rechargeable Peg Perego distinguishes itself through 24V/12Ah/300Wh battery, these ride-ons its unwavering commitment to quality, offer superior performance with extreme safety, and innovation. traction wheels for tackling any terrain.

Each ride-on toy is crafted with Powered by two quiet 420W engines meticulous attention to detail, using (840W total), they deliver a smooth, lowpremium materials to ensure durability noise experience. and long-lasting enjoyment. Its Ducati GP: The ultimate ride-on for young longstanding collaborations with iconic speed enthusiasts, it combines sleek brands such as John Deere, Ducati, and design with authentic engine sounds. A Polaris further underscore its dedication to favourite for its sporty aesthetics and safe authenticity and excellence. operation, it lets children experience the By merging technology with timeless thrill of the racetrack. designs, Peg Perego continues to spark John Deere Gator: This is synonymous children’s imaginations while providing with outdoor fun and versatility. Its sturdy retailers with products that drive sales and build, spacious cargo area, and realistic foster customer loyalty.

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RETAIL INTERVIEW MOONS TOY STORE

‘An incredible

journey’

In the first of a series of British Toy & Hobby Association (BTHA) Awards interviews, Clare Turner talks to Amit Parekh, director of Moons Toy Store in the Suffolk town of Newmarket, which won a Judges’ Special Recognition Award for ‘outstanding work in the promotion of independent toy retail, matched with excellent supplier partnership’ Why did you decide to go into toy retailing?

My background is in retail and in 2008, a unique opportunity presented itself when the independent toy store, Moons, went up for sale. When I saw it, I knew this was the next adventure for me, despite my limited experience in the toy industry at the time.

Tell us a bit about your business.

Moons has been a beloved traditional toy store in the Suffolk town of Newmarket for over 80 years. It is well established in the area, and a big part of the wider community.

We took over the business in 2008, and have since grown it in size and product offerings (we offer more than 10,000 SKUs).

In 2022, when our lease was nearing its end and a larger premises became available across the street, we seized the opportunity and relocated in August. Our previous store was around 3,500sq ft but at our new location, we have close to 10,000sq ft of space.

We have been with Toymaster from the very beginning, and its team has always been incredibly helpful. Toymaster is a crucial link between retailers and suppliers and is constantly evolving as the retail landscape changes. In addition to its primary role as a buying group, Toymaster supports many other aspects of the store's day-to-day operations, including accounts, marketing, and POS.

46

“

What’s your company mission?

To ignite joy and excitement in both children and adults alike. Our commitment goes beyond just fun; we are dedicated to providing the best customer experience possible. By championing local and European products, we aim to run a sustainable business that not only delights our customers but also enriches our community by creating job opportunities in Newmarket.

We strive to make a positive impact while ensuring every interaction with us is memorable and environmentally responsible. We are committed to offering toys with exceptional play value, tailored to suit every occasion and requirement.

place a strong emphasis on customer service, sustainability, and having the trust and admiration of their local community.]

‘Beacon of excellence’ – what a lovely recognition. I know how hard independent toy retailers have to work to compete with larger toy chains, so this award feels particularly special in recognising our efforts.

I’m proud of our close-knit team, including my wife, that efficiently manages and runs the store (a big thanks to them – and thank you to everyone who has supported us on this incredible journey!).

As a proactive retailer, we are always on the move, constantly rotating our merchandise, hosting events, and providing demos with support from our suppliers. We are dedicated to going the extra mile when it comes to customer service, and we prioritise selling more local and European products.

We are committed to supporting local businesses, schools, and the community.

We are also passionate about recycling and minimising waste. Making our business more sustainable is crucial, and there is a great sense of satisfaction in practising this.

Recognition Award is given to a retailer who stands as a ‘beacon of excellence’ for independent toy retailing. Their vast product selections are matched with innovative in-store experiences, which

What do you believe sets you apart from other toy shops?

Our extensive range ensures that every shelf and department is stocked with fresh merchandise throughout the year. We offer

Our commitment goes beyond just fun; we are dedicated How did you feel when you heard the to providing news of your win?

I was completely taken by surprise – and the best deeply honoured and proud. While Moons had won several awards before my time, customer this is the first award under my ownership. experience I hadn't applied for many years, but I'm thrilled that I did this year. possible [Toymaster said the Judges' Special

”

toysnplaythings.media

Top

categories ■ Lego ■ Pokémon ■ Games ■ Puzzles ■ Pocket money regular promotions and continuously bring in new products and the latest launches.

Our dedicated buying team is always on the lookout for emerging trends and popular crazes. Each department boasts more SKUs than an average store, and our welcoming and spacious aisles benefit from our large retail area.

Additionally, introducing our fresh authentic gelato made on-site was the perfect complement to our unique toy store customer experience.

How would you describe your merchandise mix?

Due to our larger retail space, we are able to offer a wide range of products that provide exceptional value for money, as well as high-end items within the same category for those who seek premium options, regardless of the cost.

What are your key categories?

Construction, collectibles, preschool, plush, models, games, puzzles, action toys, dolls & playsets, and outdoor.

How many brands do you carry?

We work with a lot of brands – too many to count! Some of the key names include Lego, Top Model, Ravensburger, Schleich, Playmobil, Epoch, VTech, Pokémon, Magic, Eugy, Barbie, Squishmallow, Ty, Palm Pals, Hot Wheels, Carrera,

MARCH 2025

Airfix, Revell, Nerf, Xshot, Bruder, Siku, Britains, AtoZ and Fisher Price.

How many suppliers do you deal with?

Lots, maybe too many… Lego, Asmodee, Schleich, Epoch, Depesche, Ravensburger, Mattel, Hasbro, Character Options, Vivid, John Adams, Kays, Clementoni, Playmobil, Padgett, Kandy, Craft Buddy, Splat, Alligator, Funko, Alpha, Revell, Ty, One For Fun, Mookie, Sheldon, and many more.

How do you find products?

We find products through various means including rep visits, press, shows, and exhibitions in London, Birmingham and Nuremberg. We attend most fairs and plan on doing so throughout this year too.

How’s trading been for you over the past 12 months?

It’s been reasonably good. January 2025 had a good strong start.

Let’s get personal What’s a typical day for you?

I like to start my day early.

Living in London, about 65 miles from the store, I don't commute to work every day. However, I stay in constant touch with the team. I have a comfortable home office where I can accomplish most of my tasks without needing to be physically present at the store. I'm available 24/7, and I often reply to texts and emails well into the evening. I’m passionate about my business, so it never feels like a chore.

What part of your job do you enjoy most – and least?

I love being on the shop floor, engaging with customers on the frontline. It allows me to understand exactly what they're thinking and whether they've had a successful visit. However, I don't particularly enjoy the days when too many pallets arrive at once. Naturally, this can get quite chaotic!

What’s your all-time favourite toy or game?

What categories/products are currently selling well?

Games, puzzles, trading cards, Lego, and plush.

Rubik's Cubes and diecast cars are two of my favourite toys. I was the fastest at solving the Rubik's Cube in my school!

What trends have you noticed?

There has been a noticeable increase in adults buying toys and games, driven by a sense of nostalgia. We cater specifically to the adult market with a wide range of products, including larger model kits, Technic Lego, strategy board games, and 1000+ piece puzzles.

Uno holds good memories for me, especially playing with my daughter when she was younger.

What’s your current favourite on your shelves?

window displays, promotions, and instore setups.

“

As a proactive Do you offer any services?

Yes, we have an online presence, and we retailer, we are offer free 48-hour delivery for orders over What are some of your new arrivals? £40. Additionally, our click-and-collect always on the The new Lego launch in January was service at the store is free of charge. extremely well received, along with move, constantly the introduction of some new VTech What are you most excited about products. Looking ahead, we have rotating our seeing/stocking for the next season? new lines arriving just in time for Easter. merchandise, It looks like Lego is set for a strong year in 2025! We will keep an eye out for How do you maintain the interest hosting events, updates, as Lego often surprises us with of existing customers and attract innovative sets and themes. new ones? and providing We have an active presence on demos with Have you spotted any hot crazes? social media, and host regular store exciting to see Pokémon making a events. While word of mouth is our support from our It's comeback! However, it seems there isn't primary form of promotion, we also much else on the horizon at the moment. suppliers focus on being creative with our

”

47

FEATURE

POCKET MONEY/COLLECTIBLES

Pocket rockets!

Pocket money & collectibles is an interesting category, blending affordability with the thrill of collecting. While many of these items are inexpensive, some can appreciate in value over time, making them an intriguing prospect for both young collectors and seasoned enthusiasts. .

For children it’s pure schoolday fun. For the older, keen collector customer, it’s often best to focus on items that are likely to become scarce or have long-term appeal – while keeping an eye on trends.

From collectible plush, to craft kits and licensed properties, this is one sector that has more than enough variety to appeal to all your customers, as you will see over the next few pages

A pocketful of fun JUST PLAY 0800 102 6885 uksales@justplayproducts.com www.justplayproducts.com Disney Doorables is a range that continues to enjoy growth, thanks to innovation and new captivating experiences. Remember When is the latest theme that comes in a fun camera format. Open the door of the camera-shaped Multi Peek capsule, then pull out the strip of four connected bags. Each capsule contains four glittery-eyed figures in one of two sizes. The larger figures depict classic characters and feature a point of articulation for dynamic poses. Smaller ‘moments’ figures give a glimpse into the character’s past. Disney Doorables fans can also collect 10 Disney Moana 2 Doorables figures this season in two different formats – collect individually with the Movie Blind Capsules or buy the whole collection in one go with the Disney Doorables Moana 2 Collection Peek.

Then, get ready for quack-tacular fun with Duckalooz! All-new Warner Brothers DC Duckalooz are stylised super-cute ducks inspired by favourite DC Superheroes stories, including Wonder Woman and Batman. These classic bathtub toys make great display items. There are Disney Duckalooz, too, that reimagine beloved characters from favourite Disney and Pixar stories as cute, stylised toy ducks.

48

toysnplaythings.media

The key to fun characters SANTORO 0208 781 1100 | sales@santoro-london.com www.santoro-london.com They’re absolutely cute, they’re adorably tiny, and did we say absolutely cute already? The Character Keyrings from Bangoberry are “kawaii-inspired” keychains that feature the loveable Bango Bunch characters, which now include two new characters - Remy Raccoon and Tiggy Tiger! Attach them to bags, keys, notebooks, and bring them on every adventure.

The Character Keyrings also include an attached dangler that can be customised to show off Bangobob charms. The collectible rubber charms come in a variety of sets and are perfect for trading, collecting, and personalising Bangoberry lifestyle items. Each charm even has a special meaning, giving kids an exciting way to showcase their unique personalities and unleash their creativity!

Give us a cuddle!

CHARLIE BEARS 01566 777092 | uk-sales@charliebears.com www.charliebears.co.uk Meet Cuddle Cubs by Charlie Bears – the playful, pocketsized, plush range for cuddles on-the-go. From snuggly dragons to huggable elephants, each cuddly character is machine washable, non-jointed and safe from birth.

Charlie Bears are affordable, collectible bears and characters designed by Charlie at The Bearhouse in Cornwall.

Charlie also collaborates with other world-renowned bear artists to create different collections. All Charlie Bears are limited in production, and the special collections often have very low editions. Lovingly made by hand, all the bears have their own unique characteristics and that is why Charlie Bears are known as the bears with personalities.

FEATURE

POCKET MONEY/COLLECTIBLES

Super sparkles!

CRAFT BUDDY 0203 417 6565 trade@craftbuddyltd.co.uk www.craftbuddyltd.co.uk

First for Crystal Art The first-ever global launch on April 10 features the enchanting new Harry Potter Crystal Art Sticker Album

Craft Buddy will debut an inspiring array of cutting-edge crafting and entertainment products, alongside its evergreen collection, for this Spring and Summer. 2025 features new Craft Buddy original designs as well as launches across its Crystal Art lines, developed with licensing partners including Disney, Warner Bros Discovery, Marvel, Star Wars and DC. With four major product launches in the coming three months, and numerous others across their portfolio in between these, Craft Buddy is poised to inspire crafters of all ages once again this year.

Kicking off the launches and tapping into the surging popularity of collectibles and blind bags, Craft Buddy introduces the Crystal Art Pin Badge collection in late March. Designed and developed in-house, this 2-in-1 badge blends style and creativity, allowing young fans to craft sparkling 6cm pin badges, which can also be showcased as a collection when not worn, as well as swapped with friends. From iconic princesses to fan-favourite sidekicks, there’s a design for all to both treasure and wear.

This is closely followed by Craft Buddy’s first-ever global launch on April 10 with the enchanting new Harry Potter Crystal Art Sticker Album. Designed and developed in-house, this collectible and covetable product takes crafting to a new level in this Hogwarts-themed

Pocket fillers…

CHARACTER OPTIONS 0161 633 9800 sales@charactergroup.plc.uk character-online.com Character Options is keeping shelves well-stocked in the pocket money aisle with fun new concepts and exciting new IPs. Quacktastic fun awaits with Teeny Weeny Duckeez. Get ready to fizzle and find your mini ducky surprise with this new launch. The excitement begins when the fizzies are dropped into the ducky bathtub. Watch as the water bubbles to reveal a mini collectible duck! Each set comes with a coloured bathtub, two fizzies, a surprise Ducky, plus a surprise accessory. There are more than 100 ducky accessories to discover, which can be used to stylise the ducks. But which ducky will be found hiding inside? There’s a mini duck surprise to be revealed in every single box.

Bringing friendship to your pinkie-tip, Fingerlings Pinkies are the new mini pets that sit right on the little finger. These cute characters have surprise, fluffy tails and can be worn as fluffy friendship bracelets. Each comes in a heart-shaped jewellery box, with a collectible surprise bestie hiding inside. There are 12 different Pinkies and besties to collect, including the ultra-rare sparkly iridescent unicorn bestie.

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album, enabling fans to bring iconic moments from the wizarding world to life through Crystal Art. The Starter Pack includes a captivating 20-page Crystal Art Sticker Album featuring 102-stickers and two blind bags, each containing three stickers (additional blind bags can be purchased to complete the series), As fans craft each sticker with sparkling crystal gems and place them in this must-have album, crafters go on a magical journey through iconic Hogwarts moments.

Craft Buddy’s best-selling Crystal Art Buddies series expands this April with the launch of a collection of 20 new original animal designs, the Crystal Art Wildlife Buddies. This new range features five worldwide habitats with four key animals across each (20 in total): Safari, Ocean, Jungle, Down Under, and Misunderstood environments.

For kids who love extra sparkles the best-selling collectible XL Buddies range is growing and includes eight new fan-favourite licensed characters including Moana, Mufasa, Harry Potter, Jack Skellington and Sally, Ahsoka and Falcon.

Quirky collectibles KID KREATIONS 01785 339880 | hello@kidkreations.co.uk www.kidkreations.co.uk Kid Kreations introduces BedHedz, a fun and personality-packed collection of cotton dolls designed to capture the quirky ‘just-rolled-out-of-bed’ look.

With their irresistibly soft and playful hair, cosy PJs, and irresistible charm, BedHedz are set to captivate kids, kidults, and collectors alike.

This new range features three themed collections, plus a Mini BedHedz blindboxed Bag Clip series for on-the-go fun: Foodiez – Playful, food-inspired designs that are as cute as they are collectible.

Animez – Bold, vibrant characters bursting with the energy of Japanese pop culture.

Nitemarez – Spooky meets sweet in this delightfully darker collection.

Kid Kreations is actively seeking a UK distribution partner to bring BedHedz to a wider audience.

If you’re interested in partnering with Kid Kreations please contact Julie Taylor at julie@kidkreations.co.uk.

toysnplaythings.media

Start a learning adventure!

GREAT GIZMOS 01293 543221 | enquiries@greatgizmos.co.uk | www.greatgizmos.co.uk Great Gizmos has a fantastic range of pocket money science-themed kits and toys, perfect for inspiring young minds and sparking curiosity in budding scientists. Designed for educational entertainment, these toys offer fun, hands-on experiences at pocketfriendly prices. The range includes the Table Top Volcano, Micro Rocket, Fridge Rover, and Giant Magnet, each carefully crafted to offer an exciting learning adventure.

Let young geologists explore the erupting wonders of the Earth with the Table Top Volcano. This hands-on model allows children to unveil the volcanic structure, demonstrating geological processes in an entertaining and educational way.

3, 2, 1 – blast off! Give kids the chance to become rocket scientists with the Micro Rocket. By simply adding vinegar and baking soda, children can witness the power of chemical reactions as their rocket takes off in a thrilling display. This exciting experiment promotes an understanding of science in a fun, interactive way, making it a perfect introduction to basic physics and chemistry for young minds.

Unlock the invisible power of the Earth with the Giant Magnet. This exciting toy allows kids to explore the amazing properties of magnetism in a hands-on way. With its impressive size and strength, the Giant Magnet offers endless opportunities for learning and experimentation, making it an essential tool for any young scientist’s growing collection.

Great Gizmos believes that education should be both fun and accessible. These toys are designed to engage children in a world of science while staying within reach of every budget. With the focus on entertainment and hands-on learning, each product is perfect for school projects, rainy days, or as a fun, educational gift for curious minds.

Blooming marvellous!

EPOCH MAKING TOYS 0208 049 1377 sales@epochmakingtoys.com www.epochmakingtoys.com Sylvanian Families kicked off the year with the release of Volume 16 of its best-selling blind bag series, which recently won Collectible Toy of the Year at The Toy Industry Awards.

Blooming Baby Friends features seven adorable characters to collect plus a secret figure, each dressed in floral, whimsical outfits and with a cute accessory. The next series hits shelves in July.

Fans can also add to their collection with the addition of three families joining the line-up. New for spring is the Deer Family in matching pastel outfits, and the Sea Otter Family with shell-themed accessories. These will be followed in the autumn by the Snow Leopard Family with the fluffiest of tails and dressed in winter-ready outfits – complete with a fun snowmobile and skis for the babies!

As the brand gears up for the release of the Sylvanian Families Movie: A Gift from Freya, Big Brother Bruce, who makes his debut in the film, will be a must-have purchase for fans, as will the series of special edition sets, due to be released to celebrate the brand’s 40th anniversary.

MARCH 2025

Care Bear necessities!

ZIMPLI KIDS

0845 459 1818 | sales@zimplikids.com www.zimplikids.com When it comes to pocket money fun and collectibles, Zimpli Kids always delivers products that spark joy and excitement. Its Surprise Baff Bombz have become a must-have for kids who love surprises, sensory experiences, and collecting their favourite characters. Now, there’s a new addition to the line-up: the Care Bears Surprise Baff Bombz.

These delightful bath bombs transform bath time into a colourful, fizzy adventure, revealing one of seven collectible Care Bears figures hidden inside.

Kids can look forward to discovering Sunshine Bear, Grumpy Bear, Sleepy Bear, Lucky Bear, and more!

Blending the excitement of collectible toys with sensory play, these bath bombs turn bath time into a fun-filled experience, offering endless excitement as children unveil a new favourite character with every bath.

But that’s not all; the Surprise Baff Bombz range offers even more exciting themes, each featuring a hidden surprise toy inside a vibrant, fizzing bath bomb. From magical unicorns to playful dinos and ocean creatures, there’s something for every child to discover.

In addition to the Care Bears Surprise Baff Bombz, there’s another enchanting Care Bears product – the Care Bears Special Effects Baff Bombz. These bath bombs take the sensory experience to the next level, creating mesmerising effects in the water that captivate and delight.

The Zimpli Kids team understands the appeal of pocket money products – affordable, fun, and perfect for spontaneous treats. Its range offers engaging options such as Gelli Play, approved by the National Autistic Society for its remarkable sensory benefits, alongside the popular Surprise Baff Bombz. Designed to ignite kids’ imaginations, these products are ideal for creative play and sensory exploration. They also make wonderful gifts; party favours or treats for special occasions.

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2025 review

Toy Fair 2025

another great show Majen Immink, director of Toy Fair, looks back at this year’s event and concludes that 2025 was another great show across three busy days – and received really positive feedback Looking back, how was the 2025 Toy Fair, and what were the highlights?

We were pleased to welcome such a vast array of manufacturers, distributors, buyers, licensors, media and the wider industry to network and discover the thousands of exciting new toys and games launching in 2025. We were very happy with the visitor numbers and the feedback received thus far indicates that exhibitors were largely seeing the right people and building new relationships.

Of course, not every single person

will have achieved 100% of what they wanted, which is why feedback is so important for us to be able to look at areas we can improve and help facilitate these connections.

This year saw the 20th anniversary of our Greenhouse area, a zone specifically designed for smaller and up-and-coming companies, to help support them to break into the toy industry. To mark the anniversary, we re-branded the area to the Gold Zone, to highlight these smaller exhibitors and to encourage attendees to visit the area, which is full of such passionate individuals showcasing innovative new products, so it was great to shine more of a light on those companies this year.

We experienced a busy press morning on the first day of the show, securing good media coverage for a range of our exhibitors, with exciting appearances from the cast of TV’s The Traitors, and World Darts Champion Luke Littler, which drew in one of the biggest crowds I’ve seen at Toy Fair, and a buoyant

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“

Busy aisles and stands with business taking place is ultimately what we are looking to achieve

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character parade with more than 50 of the industry’s favourite characters roaming the aisles of the show. It was great to welcome influencers and inventors on the final day of the show, including a private Inventors Lunch; this is the second year we have hosted this, to show our support and thanks for the brilliant contributions the inventor community brings to our industry.

Above all, to see the busy aisles and stands with business taking place is ultimately what we are looking to achieve.

It is always a privilege to organise Toy Fair and to provide a platform for the innovation of the toy, game and hobby industry to shine and thrive. A huge thank you must be given to our exhibitors, visitors and suppliers for their continuous support of the show. I wish the industry a positive and successful year and look forward to welcoming you back to Toy Fair in 2026.

There were so many highlights this year and Toy Fair TV returned to capture them all. Show highlights can be viewed on the Toy Fair website at www.toyfair.co.uk

Exhibitors on

Toy Fair 60th toy industry awards Wow! Stuff, Smyths and Spin Master Toys UK triumphed at this year’s Toy Industry Awards, winning Toy of the Year, Toy Retailer of the Year and Supplier of the Year, respectively.

In addition, the BTHA presented a Judges’ Special Recognition Award to The Entertainer for its successful toy aisle franchise with Tesco in 2024 and Moons Toymaster for outstanding work in the promotion of independent toy retail, matched with excellent supplier partnership. The BTHA also announced that Derek Scott (Ravensburger) had been awarded the Golden Teddy Award, recognising his exceptional contribution to the toy industry.

The Toy Retailers Association (TRA) presented its Outstanding Contribution to Toy Retail Award to Alan Simpson (SMF Toytown) to honour his dedication, commitment and excellent contribution to toy retailing.

TOY RETAILER OF THE YEAR WINNERS: Independent Toy Retailer of the Year (single store) JJ Toys Independent Multi-Store Toy Retailer of the Year (multi store) David Rogers Toymaster Toy Department Daniel Department Store Multiple Toy Retailer of the Year Smyths Omnichannel Toy Retailer of the Year Smyths Online Excellence Award The Very Group Judges’ Special Recognition Award The Entertainer Judges’ Special Recognition Award Moons Toymaster Overall Toy Retailer of the Year Smyths

TOY AND SUPPLIER OF THE YEAR AWARDS: Preschool Toy of the Year Bluey 3-in-1 Transforming Plane Playset, Moose Toys Action Toy of the Year Despicable Me 4 The Ultimate Fart Blaster, Moose Toys Creative Toy of the Year Sticki Rolls Sticki Book Pack, Character Options Kidult Range of the Year Icons Botanicals, The Lego Group Game of the Year UNO Show Em No Mercy, Mattel UK Interactive Toy of the Year Hex Bots Wall Crawler Gecko, Spin Master Toys UK Ltd Best New Property of The Year Mr Beast, Moose Toys Doll of the Year Monster High Wednesday Doll, Mattel UK Collectable Toy of the Year Sylvanian Families Blind Bags, Epoch Making Toys Toy Supplier of the Year Spin Master Toys UK Ltd Toy of the Year RealFX Disney Stitch Puppetronic, Wow! Stuff

MARCH 2025

Toy Fair…

Emma Weber, senior director marketing and licensing, Vivid Goliath – “Toy Fair 2025 has been another great show. We loved opening on Tuesday with our Traitors press event, had more than 250 meetings with our retailer, licensing and media partners, and are excited for the year ahead and finalising listing for our Christmas ranges.”

Jacqueline Taylor-Foo, general manager, James Galt UK & Ireland, part of the Jumbo Group – “Another truly fantastic London Toy Fair for James Galt & company. This is our best chance to showcase our brands to the majority of UK and Irish retailers and we had some fabulous meetings with our customers, and opened a few new ones as well. The teamwork was outstanding, and we also had a lot of fun over the three days! Thank you to the BTHA team for all their hard work in making 2025 such a great event, we’re already looking forward to 2026.”

Sam Ireland, Bigjigs Toys – "London Toy Fair is simply the best way to start the year in the UK toy industry! The buzz this year was fantastic, the range of customers was great, and the organisation was spot on. Bring on 2026!"

Nathaniel Southworth, Kap Toys –"Toy Fair is the best place to meet credible toy industry contacts, particularly for the UK & Irish toy market."

Andrew Kay, John Toys: "There is no better place to meet and share ideas than at Toy Fair."

Trolley Dash donates 6,000+ toys to charity Exhibitors donated “the most toys ever” to Toy Fair’s official charity partner via its annual Trolley Dash, which took place at the end of the show.

The charity partner, Kids in Mind, had more than 50 volunteers scurrying up and down the aisles collecting more than 6,000 toys and games.

Kids in Mind helps children who have been victims of abuse and are forced to flee their homes for refuge. The diverse range of products goes directly to those who are experiencing a traumatic period in their young lives.

Last year, Kids in Mind distributed almost 3,500 toy boxes to children in need, each box containing 10 new toys, bringing joy to thousands of displaced children and providing toys to disadvantaged children facing various challenges such as poverty, disability, sickness, or other disadvantages. The items donated

by Toy Fair exhibitors this year will contribute to this support, bringing a glimpse of happiness and distraction to vulnerable children at a time when it is most needed.

Julian Margolin MBE, Kids in Mind CEO, said: "We are so grateful for the incredible amount of product gifted, which will contribute immensely to bringing a smile to so many children’s faces at an extremely difficult and painful time in their young lives.''

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2025 review

Spring Fair 2025 hits the high notes

When the doors closed on the 75th edition of Spring Fair, the UK’s largest retail trade show for home, gift, fashion and toys at the NEC Birmingham was still buzzing with energy, innovation, and meaningful connections Over four days in early February, Spring Fair saw more than 38,000 retail buyers and industry professionals gathered to discover the latest trends, meet suppliers, and be part of the ever-evolving retail landscape.

The show kicked off with a grand opening by renowned designer Laurence Llewelyn-Bowen, who set the tone with his signature flair and passion for independent retail. “There’s a huge amount of energy here,” he remarked during the ribbon-cutting ceremony. “This is where the world will change for retailers and brands in the next two decades!”

With a mission to enable growth in the retail industry, Spring Fair has taken bold and creative steps to enhance its show, ensuring it meets the evolving needs of retailers and the industry.

This commitment is reflected in its rapid expansion – Spring Fair is now the fastest-growing retail show in the UK, drawing in more exhibitors, buyers, and decision-makers than ever before – and it aims to create the UK’s largest retail experience to service the industry for the next 75 years.

The 2025 show saw: • A 14% increase in exhibitors at Spring Fair - 180 more exhibitors this year than last year • Over 18% more new exhibitors at Spring Fair - that’s 400 new exhibitors • Reports indicating that buyers in attendance had higher spend thresholds and bigger budgets.

Soraya Gadelrab, Spring Fair event director, said, “The show’s evolution is 54

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We’ve heard so many success stories and new opportunities that highlight the tangible impact

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not just about size; it’s about impact. It’s not just the volume of buyers; it’s the opportunities that this show delivers.

By listening to the industry, responding to market demands, and embracing innovation, Spring Fair is delivering more than just a trade show, it is building the ultimate retail experience.

We are dedicated to helping and supporting the UK retail sector to thrive by providing the environment for retailers to discover innovative products, gain valuable insights, and forge meaningful connections. Our success is measured by the growth and achievements of the businesses it serves, and over the four days we’ve heard so many success stories and new opportunities that highlight the tangible impact of Spring Fair.”

New concepts introduced to elevate the retail experience included: • New Business Pavilions – offered a dedicated space showcasing cutting-edge products and emerging brands poised to shape the future of retail.

• New Licensing Lab stage – where industry experts shared the latest licensing insights and retail strategies, ensuring visitors stay ahead of market shifts.

• Gift Of The Year Showcase & Pavilion providing a launchpad for giftware brands.

Throughout the event, retailers from across the UK and beyond – from John Lewis and M&S to independents and heritage sites – engaged in meaningful conversations with suppliers and industry leaders. There was also the

Buyers Lounge, featuring an immersive High Street experience, that proved to be a highlight. Tracey Sysum from Marina Homeware summed up the experience, saying: “We have found everything we are looking for. It’s been great meeting suppliers, and the Buyers Lounge is a real treat.”

Independent retail and future trends From insightful keynote speeches to dynamic panel discussions, Spring Fair’s live content inspired visitors to embrace change and innovation.

Laurence Llewelyn-Bowen’s talk on licensing and creativity drew a packed audience, reinforcing the importance of authenticity and collaboration in the retail sector. Meanwhile, retail entrepreneur Theo Paphitis delivered a powerful message about the resilience of small businesses, urging them to stay confident in their unique offerings.

As the show wrapped up, Soraya Gadelrab reflected on the incredible energy and engagement throughout the event: “For 75 years, Spring Fair has been at the heart of the retail community, and this year we’ve taken it to new heights. The feedback from exhibitors and buyers has been overwhelmingly positive, reinforcing that Spring Fair remains the go-to event for discovering new products, forging meaningful connections, and driving the future of retail.”

With another successful event complete, Spring Fair continues to be the ultimate destination for retail innovation, inspiration, and opportunity.

The excitement now turns to the next edition, as the industry eagerly anticipates what’s to come in 2026.

toysnplaythings.media

2025 review

Spielwarenmesse 2025 generates high spirits

International decision-makers descended on Nuremberg’s Spielwarenmesse in huge numbers this year. Well-known brands, trendy start-ups, buyers for major chains, independent retailers and large numbers of media representatives gathered to energise the show to its usual heights Nuremberg’s Spielwarenmesse opened in late January for the 74th time – and succeeded in matching last year’s high numbers.

A staggering total of 2,362 exhibitors from 71 countries presented their innovations and trends in a significantly enlarged space and made successful use of the expanded range of options.

The amended hall structure, event-packed Specials and new networking opportunities helped some 57,500 visitors from 126 nations to navigate their way, easily and enjoyably, through the diverse range of products.

On the exhibitor front, Alison Coates of Just Play said: “Our stand was busy all day, every day – there was a real buzz around the show.” The positivity of exhibitors’ opinion was also

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on the rise in terms of service Our stand and activities.

Christian Ulrich, was busy all board spokesperson at day, every Spielwarenmesse eG, said: “The continuous marked day – there improvement in content was a real and the addition of Hall 3C, accommodating Baby & Infant buzz around Articles and Lifestyle Products, the show made efficient circuits around Alison Coates, the fair easier and created synergies at Spielwarenmesse Just Play that were clearly appreciated.”

Exhibitors also had high praise for the way Spielwarenmesse maintained its family character despite its immense size, with the networking opportunities being particularly popular.

In total, 96% of participants would recommend other companies to attend.

Next year’s show will be its 75th birthday and takes place from January 27-31 2026.

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Xootz scootz in Nuremberg Wilton Bradley sees Spielwarenmesse as a key event for the global toy industry.

While foot traffic seemed slightly lower than in previous years, the quality of interactions at the Wilton Bradley stand far exceeded expectations, with valuable, in-depth discussions and strong connections made with key decision-makers.

A major highlight this year was the significant recognition of the Xootz brand. Building on its success in the UK, where Xootz is number one in Skates, Scooters, and Skateboards (value sales), as well as number one in Battery Operated RideOns (both value and unit sales) (Source: Circana, Retail Tracking Service, UK, YTD Dec’24), the Wilton Bradley team was proud to see continued growth and interest in its brand.

Spielwarenmesse attracted participants from the US, China, the Middle East, and various European countries. It was an invaluable opportunity for Wilton Bradley to connect and strengthen its position in the global toy industry.

ITMA’s the spot for trade magazines Toys n Playthings was proud to be the UK representative at The International Toy Magazines Association (ITMA) ITMA’s annual meeting held at Spielwarenmesse in Nuremberg saw James Zahn, editor in chief of The Toy Book (US) and Kerstin Barthel, editor in chief of Das Spielzeug (Germany), elected as co-presidents. They will both serve a two-year term and will focus on attracting new members and increasing awareness and visibility of the association and its members through content collaborations and partnerships.

MARCH 2025

ITMA, which was founded in 1979, represents leading trade publications from key global regions influencing B2B toy industry partners worldwide. Its members’ print magazines and websites provide reliable and insightful information, news, analysis, opinion, interview, product features and more to a global audience. The members have access to resources on the toys, games, kids’

technology and younger toys products within and across their regions.

There was also a photo call prior to the meeting, which also included honorary members of ITMA followed by a talk from Christian Ulrich, executive board member at Spielwarenmesse. Director of communications at Spielwarenmesse, Scarlett Wisotzki, was also present.

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RETAIL INTERVIEW

DAVID ROGERS TOYMASTER

“A real honour” Clare Turner catches up with Jonny Rogers, owner of three-strong chain David Rogers Toymaster in Northern Ireland, which won the Independent Toy Retailer (Multi Store) of the Year Award How did you feel when you heard the news of your win?

I was so pleased and felt it was a real honour to be awarded this accolade from the industry, which I’ve spent my entire working life in. Outside I smiled, but inside I was jumping up and down for joy! We’ve been nominated a few times but this is the first time we’ve won.

Tell us a bit about David Rogers Toymaster.

It’s a family business, which was bought as a going concern in 1979 by my father, David Rogers. I joined the company after completing my A-levels 30 years ago – I thought it was a good way to make some money, and had been around the toy shop since I was a toddler.

Our original store is in Banbridge in County Down, and [this premises] was renovated and extended in the 1990s and 2000s. In 2012 we added another site in Portadown (County Armagh), and a third in 2023 in Kilkeel (County Down).

We’re a member of [buying group] Toymaster and this is a great benefit to us in many ways, but the biggest one is invoice management.

How would you describe your toys and games range?

We love and are excited by new toys, so we’re always buying new ranges. Our key brands are Lego, Spin Master, Mattel, Tomy, Tonies, Ty, Bruder, Rolly, Razor, VTech, Pokémon, Berg, and Huffy.

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How do you find products?

Through a mixture of rep visits, trade press, and trade shows. We find the Toymaster May Show the most useful. Also, we listen to our customers; they soon tell you what they would like to see stocked in our shops.

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It was a What's your selection criteria? real honour We like good-quality brands that our customers will recommend to others, to be such as Berg. And if I see something awarded this totally innovative I have to buy it. One such example is [the visual perception accolade card game] Dobble. from the What’s selling well? industry.

Lego, farming toys, and bikes.

Outside I What are your top five best sellers? smiled, but By volume, it’s Tonies, Schleich, Hot Wheels, Ty and Panini football cards. inside I was And by value, it’s Tonies, Rolly Medium Deere Tractor, Schleich, Peg jumping up John Perego 12v Tractor, and Pokémon booster packs and down for joy!

What are some of your new arrivals?

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We had a massive Lego launch in January, and we've introduced new Tonies characters and new Schleich figurines. Some great new Tomy, Britains, and John Deere lines are coming soon.

All the usual suspects are doing the business at the moment How do you get the word out there?

We create social media videos on all

our new products and post one almost every day. We have great customer engagement with this.

Do you offer any services?

Gift vouchers are great presents for a child if you don’t know what to buy – they’re one of our bestselling lines!

What’s next for your business?

We intend to strengthen our online offering and try to sell more [at www.drtoymaster.co.uk].

What’s the most rewarding aspect of your job?

I love to talk to customers and, with my professional knowledge, I match them with the best product for their needs. It’s all about the customer.

And the most challenging?

Sorting complaints with faulty products.

What’s your all-time favourite toy or game?

The Razor Crazy Cart.

What’s your current favou rite?

Hot Wheels premium edition cars and Ty Beanie Bouncers.

What do you think sets you apart from other toy shops?

Quite simply, David Rogers Toymaster contains the toys that I like, and follows the work ethic of our founder.

toysnplaythings.media

RETAIL

OPINION

Coffee and cake in a toy shop – why not?

Way back in the day (and by this, think the late 90s) there was a branch of the Abbey National Building Society on a street in central Croydon. This of course, was before it was rebranded as Abbey National and then became Santander, when it was taken over in 2004.

At the time, however, it was the focus of considerable media attention simply because here was a building society where you could have a coffee. The coffee was free and the idea was that it would be a step towards a more relaxed financial environment for Abbey National’s customers.

The coffee disappeared, of course – who really wants to hang around in a quasi-bank? – but it did serve as an initial gentle wave of caffeine, which subsequently became a high street tsunami. All of which is a roundabout way of saying that what seemed noteworthy back then is now commonplace.

A little over a quarter of a century later, it’s perhaps worth asking a couple of questions. Are we approaching peak latte and, even allowing for this, is a place in which to enjoy coffee/tea and cakes something that should be part of a toy shop owner’s in-store arsenal?

Before answering either, however, consideration should be given to the fact that coffee snobbery is a hallmark of where we are today, and there are those who will detail the shortcomings of, say, a Starbucks or a Costa when set against what is provided in their local café. It is also a fact that the coffee bar of today is, as many have remarked, like a pub, except that it tends to be frequented during the day, rather than in the evening.

All of which means that if, just for the sake of argument, you decide that a couple of tables and a machine that makes coffee (baristas tend to be expensive) is worth investing in, there is rather more to the process than just heading off to your local small electricals store and grabbing a bag of ground coffee from the supermarket.

First, think about the space you will be sacrificing in order to make your in-store hospitality worth turning up for. Tables and chairs potentially mean less Playmobil or cutting back on Barbie – there is no such thing as a free coffee, from your perspective at least. This has to be weighed up against dwell-time; that term beloved of those pontificating about which shops work and why some don’t.

The longer the dwell, the theory goes, the greater the chance of a sale being made – it’s the reason you’ll find a café in supermarkets (or at least in some, Sainsburys is in the process of axing cafés across all of its stores), opticians, bookshops and so forth.

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There is no such thing as a free coffee, from your perspective at least

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But what about toy shops? Aren’t they places in which children run riot test driving the merchandise, while wallets (parents/guardians) work out what can reasonably be afforded? If this is the case, then what’s the point of a café?

Well, try saying that to Hamleys – a place in which having a cuppa or a fancy sugar-laced confection is all part of the deal, as much for children as adults, it’s what makes the place a ‘destination’.

That is Hamleys, however, a place that shoppers make a trip to. With the best will in the world, yours is a toy shop that may be one of a number in the area. So will your coffee machine and Mr Kiplings cut it? The answer is, very probably, yes.

The point about retailing is that you need to persuade and even if you go posh and offer home-baked cakes and a variety of herbal teas, doing something of this kind provides an additional reason for people to choose your store over others. Who knows, you might even become the tea shop that sells toys (there are plenty of examples out there, but not so many that your contribution won’t count).

Which brings us, finally, to the second question – are there just too many cafés/cake shops for another to be added to the mix? This time it’s a no. Like pubs, people have favourites.

If you’re as good at being café proprietor as you are toy retailer, then the space that was talked about earlier in this piece will earn its keep, whether as a wannabe cake and coffee shop in which there are toys, or from additional dwelltime generated sales of your stock.

There’s probably some way to go before we reach the point where there are just too many cafés, as there is always an excuse to try another one. Anybody watching the onward march of both Costa Coffee and Gail’s will come to the conclusion that there’s still room in the market for newcomers.

Toy shops can be trying places if you happen to be a parent, so the chance to take the weight off your feet is clearly a bonus. And the rule of thumb as regards charging is pretty simple. If you’re at the lower end of the market, keep it low cost. If you are in the business of selling precious handmade wooden toys in Islington, by contrast, then those walking through your doors will be sufficiently affluent to treat themselves – so charge accordingly.

Get all of this right and it won’t just be parents enjoying your hospitality – grandparents will probably make an appearance as well. Drink up!

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.

The gentle business of being a hospitable retailer has covered all kinds of shop from supermarkets, to book stores.

As pubs decline, coffee is booming, so is there a future in the toy trade?, asks our retail expert John Ryan

DON’T MISS… Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now!

ls all new Product: Hot Whee 1 Formula Company: Mattel Tel: 01628 500000 om Web: www.mattel.c

7 Product: Disney Lorcana set – Archazia’s Island Company: Ravensburger Tel: 01869 363800 Email: sales@ravensburger.com Web: www.ravensburger.com

Sheep Product: Counting ys & Games To art Sm y: Compan Tel: 01903 885669 Email: uk@smart.be oysandgames.co.uk Web: https://smartt

Product: Pop & Build Company: Santoro Tel: 0208 781 1100 o-london.com Email: sales@santor london.com Web: www.santoro-

Product: plush Gromit Make-A-Bear y: Compan Teddy Mountain UK Tel: 01803 559768 Email: n.co.uk info@teddymountai untain.co.uk mo dy ed w.t Web: ww

by Product: Chew Mees s ow all Squishm Pets Company: Jazwares 27 18 0 Tel: 0800 37 res.uk Email: sales@jazwa .uk res Web: www.jazwa

Garden Centre Supplement Our April Garden Centre supplement will be mailed out with TnP and our sister magazine, Gifts Today, to reach both healthy and responsive circulations in which the readers – buyers in the main from all retail sectors, toys, gifts and garden centres – have shared interests.

All in all, quite your market reaching package to get to buyers across adjacent and relevant retail sectors.

Packed full of retailer and supplier insights and of course, the all important toy products buyers will want to see, you won’t want to be left out.

+ Gifts Today And then there’s TnP April Features • Arts & crafts • Character licensed merchandise • STEM & educational

Please do get in contact regarding: Advertising - Claire Naish claire@tnpmedia.co.uk 01442 289 937 / 07730 362 338

Editorial - Anthony Clarke ant@tnpmedia.co.uk 01442 289 939 / 07534 015 675

So, whether you’re arty and crafty, gaming and puzzling, licensing pioneers or simply refusing to STEM the educational tide, get in touch.

Toys ‘n’ Playthings reaches the highest spending and most influential toy buyers in the UK and beyond. The rest of the industry too – you, your colleagues, and the competition.

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