48 New York Toy Fair Tariffs and toys in the Big Apple
Special Report
18 Cover Story Asmodee shares its plans for product and purpose
20 Football focus MV Sports’ Kickmaster range
47 40 years of Mason Williams
PR
The specialist PR marks a milestone
Features
24 Games and Puzzles
The category continues to grow
40 Outdoor Toys Screen-free fun
Retail Interviews
Broomstick Industrial Estate High Street Edlesborough, Buckinghamshire LU6 2JA
At the heart of retail
15 SMF Toytown MD Kris Simpson on winning at the TIAs
22 Tates of Sussex Garden Centres With Gavin Mumford, Head of Buying
23 Garden centre talk Buyers on what’s hot
Columns
36 Why winning toys satisfy outcomes With Adam Woodgate, VP Research Solutions, The Insights Family
50 Diary from America Gwen Ottenberg on New York Toy Fair
Nursery, Toy & Christmas Industries golf day
Wednesday 1st July at Puckrup Hall
Only £110
Along with our sister publications Nursery Today, Christmas in January, Gifts Today, Greetings Today and Tableware International we shall be organizing an Industries’ Cup that will see players from all those industries vying for the ‘Industries Cup.
Depending on the response we shall also have individual cups for each of our magazines. The day will begin with a nine hole Texas Scramble, followed by the afternoon individual Stableford, team four-ball and yellow ball competitions.
With good weather guaranteed we shall end the day with a barbeque and presentation of trophies.
Cost for the day will be £110 with bacon rolls and coffee/tea from 8 p.m.
The Hilton Hotel offers very good rates for staying overnight which I will be giving very soon.
They say that all work and no play, makes Jack a very dull boy, so forget work for the day and join us at Puckrup Hall
A barbeque for the presentation of trophies concludes the day and to keep the occasion as relaxed as possible the dress code is casual allowing those wanting to leave for home after the presentation a reasonably early evening journey, leaving those of us staying over able to discuss the day at the bar till closing time. Whilst most teams come as team four-balls, individual golfers are very welcome. For full details contact Malcolm Naish on 0788 999 1513 or email malcolm@lemapublishing.co.uk to book your team’s place.
Editor’s letter
To think London Toy Fair was less than six weeks ago. As ever the first couple of months in the toy trade evaporate in a mist of convention centre air con, flights, great conversation, and hopefully plenty of good business. From London to Nuremberg, then on to New York, with a little Birmingham in-between, this year’s toy fair season has finally come to a close – but what a ride it’s been. Circana kicked things off with the welcome news that the UK toy industry ended 2025 six per cent up, the first natural growth in a decade if you don’t count the Covid sales spike. That was mirrored overseas, with US and major European markets uniformly in the black.
London Toy Fair was packed with new product, and a sense that a corner had been turned. Retailers were looking to refill stock rooms and suppliers brought a host of innovation to Olympia. Asmodee was the big winner at the Toy Industry Awards, taking the top two gongs: Toy Supplier of the Year and Toy of the Year for Pokémon Trading Cards.
Rhys Thomas
was great to be recognised in that way after a difficult year and to acknowledge the efforts made by the team,” he says. Kris told us what caught his eye in London and Nuremberg, and explored the retailer’s five-year plan to expand to 50 stores, over on page 15.
With the FIFA World Cup set to kick off this summer, we also got the lowdown on the refreshed Kickmaster range coming through from MV Sports for 2026, over on page 20. I had a Kickmaster Close Control Trainer as a kid – suffice to say, I never went pro – and it was a real joy to see what Dave Poulter and the MV Sports team have done to expand the brand in some meaningful ways. A surefire winner this summer.
Asmodee was the big winner at the Toy Industry Awards, taking the top two gongs: Toy Supplier of the Year and Toy of the Year for Pokémon Trading Cards “ ”
In our cover story this month, Asmodee UK’s Marketing Director Roger Martin tells us how the company is looking to capitalise on that moment – particularly after the group’s record Q3. Head over to page 18.
Congratulations to the Spielwarenmesse team on their 75th edition. The ToyNight was one for the history books, with acrobats, robots, lasers and generous thanks to the companies who have supported the show throughout the years. In New York, the US contingent put their money where their mouth is, raising an incredible $1 million for charity at the annual TOTYs. There were some heartfelt, tearjerking
The Name Behind The Game
Delivering Dynamic PR Campaigns in Toys, Puzzles and Games for 40 Years
Eager For New Challenges
Call Rita Rowe on 07711 071451 rita@mason-williams.com www. mason-williams.co.uk
And finally, a big thanks to everyone who shared their limited time with the Toys n Playthings team at each of the shows, joined us for a sneaky drink in the evenings, and dragged us past the red tape for an impromptu look behind closed doors. Couldn’t do it without you.
TNP Golf Day
Our long established golf day for the Nursery and Christmas trades that takes place on the 1st July at Puckrup Hall is for the first time being opened up for members of the toy, gift, greeting card and tableware industries to take part. Puckrup Hall is a Hilton Hotel course with excellent room rates for those wishing to stay overnight following the golf with full details appearing on the full page advertisement within this issue. It is first and foremost a fun day’s golf beginning with a nine hole Texas Scramble in the morning, followed by lunch and the afternoon 18 hole individual Stableford and team fourball prizes A barbeque and prize-giving from 7 p.m. allows those taking part who want to leave
The agency credentials include: working with all Hasbro brands for 28 years; Jaax (2); Jumbo (2); TOMY (5) Asmodee (4).
Greatest Hits: Furby, FurReal, Cludeo, Monopoly, Trivial Pursuits, Dobble, Bananagrams, Ticket To Ride, Star Wars, Disney, Postman Pat, Bob the Builder, Subbuteo, Magic the Gathering, Littlest Pet Shop, Play-doh, Transformers, Britains, Tonka, Bop-It, Supersoakers, Wasjig, My Little Pony and many many more
WH AT’S
Golden touch
Ravensburger
01869 363800
sales@ravensburger.com www.ravensburger.com
The first products from Ravensburger’s KPop Demon Hunters lineup, including puzzles and painting-by-numbers lines, launch this April.
Each product spotlights fan-favourite characters from the record-breaking Netflix animated film. Products include children’s puzzles in 100XXL
Cuddle Cubs by Charlie Bears are pocket-sized and pocket-money priced. They offer an accessible price point that encourages impulse purchases without compromising on quality or charm.
Crafted by Charlie Bears, the renowned UK bear brand celebrated for its “bears with personalities” and handmade teddy bear artistry, Cuddle Cubs benefit from the same commitment to quality design and beautiful finishing touches.
Importantly for family-focused destinations, Cuddle Cubs by Charlie Bears are suitable from birth and fully machine washable. This makes them a practical choice for parents of younger children and an easy “yes” purchase for grandparents. The breadth of the range is another compelling advantage. From familiar farmyard favourites to safari animals and beloved pets, there’s a character to capture every child’s imagination.
and 300XXL-piece formats, a 500-piece circular puzzle for adult fans, and a CreArt painting-by-numbers set. Additional products will follow later this year, including a KPop Demon Hunters 3D Puzzle Sneaker and 72-piece 3D Puzzle Ball in July and August respectively. Best-selling game family Labyrinth will also add a KPop Demon Hunters edition later in September.
Pop stars
Santoro
sales@santoro-london.com www.santoro-london.com
New expansions to Santoro’s multi-award-winning Pop & Build range moves the brand beyond seasonal formats into a variety of year-round themes. These new lines will add immersive builds with broader lifestyle appeal, introducing a fresh ‘pop & learn’ element, bringing play to the format.
Solar System and Land of the Dinosaurs are two standout additions. The Solar System design shines with gold-foiled detailing, educational planetary insights woven throughout its structure, and independent moving components that allow the planets to revolve around the sun for a truly dynamic display. Meanwhile, Land of the Dinosaurs brings vibrant prehistoric scenes to life, with hidden facts placed across its construction and swinging interactive elements.
Characters’ pre-school offering goes from strength to strength with the addition of Talking Tom & Friends. The well-established Talking Tom brand already has a huge UK fanbase, with more than 250 million mobile game downloads in the UK, and the new show Talking Tom Heroes: Suddenly Super recently launched on Cbeebies. The collection will deliver show to shelf appeal, with Talk Back Plush Toys based on the four lead animal heroes from the series, as well as classic 10-inch Plush Toys. In addition, there are action figures, and figure and vehicle sets. Unmissable in the lineup are the articulated, seven-inch Feature Action Figures that have mechanical functions to represent their superpowers. Talking Tom has his flying fist bump, symbolic of his super strength. Talking Angela has her glider wings for super speed, whilst Talking Hank has his hand-held Idea Launcher gadget.
Tonies
tonies.com | sales@tonies.com
Available as a four-piece set, tonies invites curious listeners to join the Discovery Crew as they embark on a journey that brings immersive audio drama straight from the heart of the Science Museum into homes everywhere. Each story begins inside the museum itself, and follows a group of fearless explorers on a mission to become budding astronauts, scientists and engineers.
“This collaboration allows us to share the wonder of our collection in a fresh, imaginative format that sparks curiosity, creativity and a lifelong love of science”
Amy Harbour, Head of Licensing and Commercial Partnerships, Science Museum Group
Created exclusively for tonies alongside Science Museum curators, the series blends real scientific learning with adventure and imagination. Along the way, young listeners will meet famous historical figures, uncover surprising facts and discover how curiosity and creativity have driven some of the world’s most important discoveries - from understanding how vaccines work to meeting pioneering engineers at NASA.
Through rich soundscapes and imaginative storytelling, children are whisked through time, space and scientific breakthroughs, exploring topics inspired by the museum’s world-leading collection. From exploring real spacecraft and the hands-on experiments in Wonderlab, to the history of medicine and the inventions that shaped how we communicate around the world, science is brought to life in audio-first form - no screens required.
The second licensed product launch from The Puppet Company in partnership with the Natural History Museum is a miniature dinosaur plush collection featuring six legendary prehistoric species. The range features stegosaurus, tyrannosaurus rex, triceratops, velociraptor, diplodocus and quetzalcoatlus, and joins the incredible large-sized plush already at retail.
The new launch was highlighted on The Puppet Company’s stand during London Toy Fair, where it received an excellent response and was one of the main stand attractions. The smaller version ranges from 14cm to 27cm and is available this month. Great for little dinosaur fans and ideal for impulse purchases, the new range will again be available both online and at physical retail, with FSDUs that make them easy to merchandise in-store.
Hornby Hobbies sells Scalextric
Hornby Hobbies has sold its slot racing brand Scalextric to Purbeck Capital Partners in a deal worth £20m.
A holding company for the brand, Scalextric Motorsports Ltd, has been set up by Mark Brown, Chairman of Purbeck Capital Partners, though Hornby will operate as an agent and continue to support Scalextric’s operations to provide continuity. In turn, Mark will take an “ongoing role” with Hornby to aid in its wider strategic transformation programme.
Mark Brown said: “As we look to a longterm future with Scalextric as a now familyowned company, we are energised by the opportunity to continue bringing competitive racing fun to families, while expanding into new areas of motorsport helping to build physical and hand-eye coordination skills, particularly at a time when families are trying to balance time spent online versus real world activities.”
The deal is expected to close in early March. Purbeck will pay £8.5m in cash up front, with £11.5m deferred and payable out of free-cash flow.
“This is a hugely exciting development for the Scalextric brand, building on the work from our teams that has made such
encouraging progress over the last couple of years,” added Olly Raeburn, CEO of Hornby Hobbies.
“Mark’s leadership will bring enormous experience, energy and enthusiasm to the business and we look forward to supporting the execution of his vision and strategy. We have enjoyed working with him to get this transaction over the line and are now focused on converting all of the positive discussions into reality and growth for Scalextric.”
Orchard Toys is Stormin’ the states
Orchard Toys has entered into a long-term North America distribution partnership with US firm Stormin’ Studios. Under the agreement, Stormin’ Studios will distribute Orchard Toys’ educational games and jigsaw puzzles across the territory, and support future product development.
David Norman, CEO of Stormin’ Studios (pictured), said there is “significant potential” for the UK toy brand in America.
“We will be focused on building strong retail partnerships from launch,” he said. “Orchard Toys will be introduced to the trade at Spring
Previews, and we have secured inventory of the best-selling lines for immediate shipment.”
The initial launch will comprise 18 product lines, tripling Orchard Toys’ current availability in the US market.
Simon Newbery, Managing Director at Orchard Toys, said: “This agreement represents an important step in our international growth strategy. North America is a key market for Orchard Toys, and Stormin’ Studios will bring the local expertise, retail relationships and operational capability needed to scale the brand effectively.”
Asmodee posts record Q3
Asmodee posted net sales of €524.1 million between October and December 2025, its biggest sales quarter to date.
Net sales increased by 22.2 per cent, with organic growth of 25.6 per cent. Adjusted profit/loss for the quarter was €64.4 million. The quarter also reflected a shift in the company’s partner-driven business. Games published by Asmodee fell around 13 per cent, while games published by partners soared by my than half (50.3 per cent).
CEO Thomas Kœgler said the milestone performance was primarily driven by sales in Europe, fuelled by the continued upward trajectory of the trading card games (TCG) category.
“I am very pleased with this past quarter, which marks the strongest sales and EBITDA performance in the history of Asmodee,” he said. “Our performance this quarter continues to underscore the strength of our diversified ecosystem across products and geographies, and I would like to extend my gratitude to our teams, business partners, and players whose dedication continues to drive our success.”
Kœgler said the company expects this growth to continue, with new TCG releases, as well as LEGO and Middleearth games set for release in 2026.
Kosmos takes full ownership of Thames & Kosmos UK
Kosmos has taken full control of its UK distribution arm Thames & Kosmos UK, following the retirement of founding directors Stephen O’Connor and Joanna Drage. The move marks a significant structural shift for the publisher’s operations in the British market, now helmed by Operations Director Emma Hanlon, and Sales and Marketing Director Andrew Morris, both pictured.
From a trade perspective, the move is expected to streamline supply chains, strengthen publisher-to-retailer alignment and allow tighter coordination on product launches, marketing campaigns and inventory planning within the UK market.
Thames said Thames & Kosmos is set to play “an expanded role” in driving the company’s longterm growth.
Toy Trust’s charity cycle
Pump up those tires and dig out the lycra, the Toy Trust is calling on avid cyclists from across the trade for a challenging but rewarding fundraiser: the 24-hour London to Paris cycle challenge.
This summer, 10 fit and willing volunteers will cycle out from the BTHA’s London headquarters and towards the City of Lights. Taking place 5-6 June, cyclists will pedal southwards towards to Newhaven, Sussex taking an overnight ferry to Dieppe and onwards to Paris the following day, completing the challenge in 24 hours.
The Toy Trust is seeking cyclists who have a good level of cycling ability, have experience of cycling in a group (though training will be included) and those looking for a challenge for the toy industry’s charity this year. Spectacular scenery, great camaraderie, a fitness challenge and a once-in-alifetime experience are all guaranteed.
“This trip will be a fantastic event for anyone with a sense of adventure, a desire to make a difference and share an amazing experience with fellow toy industry professionals,” said Christine Nicholls, Toy Trust Chair. “If this sounds like you, we would love to hear from you!”
For more information contact Matt Jones at the BTHA at matt@btha.co.uk.
Circana: US toy industry returns to growth
The US toy industry returned to growth in 2025 following two years of decline, according to a new report from Circana.
Total annual dollar sales grew by six per cent, as average selling price rose four per cent and units sold increased three per cent.
The main growth driver was licensed toys and increased consumer appetite for higher priced items, a phenomenon experienced in other markets, including the UK, with the rise of the kidult market.
“Following a flat performance in 2024, the US toy industry regained its footing in 2025, fuelled by renewed consumer demand and a clear shift toward higher-value purchases,” said Juli Lennett, U.S. toys industry advisor at Circana. “The return of unit growth alongside price growth signals a healthier market, with licensed,
collectable, and fandom-driven toys continuing to outperform.”
Performance was uneven across the board, with growth primarily concentrated in just three of the supercategories Circana tracks: games and puzzles - (up 37 per cent), building sets (up 15 per cent) and explorative and other toys (up 20 per cent). Together, these three supercategories accounted for 92 per cent of all US toy industry growth for the year.
Analysts also said that, while this growth came amidst the complications and headwinds US tariffs placed on both suppliers and retailers, the true impact of these levies has yet to be felt.
“Their downstream effects remain unpredictable, layered with other factors such as inflation, credit pressure, and consumer confidence shaping discretionary spending,” Juli added.
Stars come out for Pokémon 30th campaign
The Pokémon Company International marked the 30th anniversary of its hit IP last month, unveiling a yearlong campaign designed to engage fans around the world.
The What’s Your Favourite? campaign kicked off during the Super Bowl with an ad spot featuring famous Pokémon fans, among them: Lady Gaga, Trevor Noah, Charles Leclerc, and Jisoo. Each spoke about their favourite Pokémon and what the brand means to them.
Kenji Okubo, President, The Pokémon Company International, said: “The What’s Your Favourite? campaign embodies Pokémon’s overarching mission of bringing people together through a shared love of Pokémon. Since the franchise debuted 30 years ago, Trainers have often asked each other, ‘What’s Your Favourite?’. It’s a question that sparks passionate discussion and reminds fans that no matter who they are, there is a Pokémon for them.”
Paramount names new EVP Consumer Products
Paramount has appointed former Disney exec Paul Southern as its new Executive Vice President of Consumer Products.
With more than 20 years of experience in licensing and commercialisation, Paul joins from Disney Consumer Products, where he oversaw strategy development and global licensing partnerships.
In his new role, he will spearhead Paramount’s consumer products and retail operations, reporting to Josh Silverman, President of Global Products and Experiences, who said: “I’m excited to welcome Paul to the team as we continue to build powerful, fan-driven products around Paramount’s beloved brands and franchises.”
During his time at Disney Consumer Products, Paul headed up the Star Wars licensing business as SVP Licensing - Star Wars during the key period directly following Disney’s acquisition of the IP.
Toymaster welcomes Sam Gascoigne
Toymaster has welcomed Sam Gascoigne to the team as its new Member Support and Retail Recruitment Manager.
Bringing 18 years of senior retail management experience to the role, Sam will provide practical guidance and hands-on support to help members overcome challenges and make their stores the destination for their local communities. He will also focus on recruiting new members to the buying group.
“This is a fantastic opportunity for me, and I am looking forward to working with and helping support Toymaster members to be even more successful,” said Sam. “I also look forward to working with the Member Committees and the team in Northampton, alongside our suppliers to help make Toymaster, our buying group, stronger than ever.”
Smart Toys and Games acquires Recent Toys
Smart Toys and Games has acquired Dutch company Recent Toys International and its subsidiaries.
Guido Lap, who founded Recent Toys in 2001, said the deal is a “natural fit”, and that the companies have long shared “common goals and values”.
“With our combined brands,
products and most importantly design potential I can only see huge potential for the future,” he added.
Smart’s UK CEO, Peter Rooke, said: “We are looking forward to working with the Recent Toys team and their early input has been amazing… The Recent Toys range gives us the opportunity to build business with our existing trade partners and to welcome new relationships for the future.”
Recent Toys is known for brainteaser puzzles for all ages and experience levels. It becomes the most recent addition to the Smart group following the acquisitions of The Happy Puzzle Company (2022), All Jigsaw Puzzles (2023), WOW Toys (2024), Inside3 (2024) and Word United (2024).
Bob’s an IDIOT!
University Games
President Bob Moog was awarded the prestigious IDIOT Award at this year’s UK Toy Inventors’ Dinner, a title stretching back to 1988 that stands for International Designer and Inventor of Toys.
A single IDIOT award is presented annually as a tribute to an individual in recognition of an outstanding contribution to the toy industry.
Mike Moody, CEO of Seven Towns, presented Bob with his tongue-in-cheek award, saying: “Our recipient this evening has been an entrepreneurial pioneer… He’s one of our longest standing overseas members. He’s taken risks on our concepts, created many of his own, enjoyed his share of winners and losers like most of us, and yet has always remained enthusiastic for the next new idea.”
Bob, who admits establishing University Games was originally just a means to bring his game inventions to market, said: “We ended up building a business that is now much more known for our marketing and our sales than it is for the games I invent!”
Funko appoints new board member
Reed Duchscher has been appointed an independent director to the Funko board, replacing outgoing former interim CEO Mike Lunsford.
Funko CEO Josh Simon said: “Reed is a deeply respected business leader and investor with a proven track record of building dynamic businesses in fast-evolving consumer and digital markets. We believe his experience bridging content, creators and commerce, as well as his work developing new revenue models around fandom, will be highly valuable.”
Reed is the founder and CEO of Night, which bills itself as a next-generation talent management and venture platform. The firm represents MrBeast and helped develop the YouTube star’s snack brand Feastables, as well as top streamers such as Kai Cenat and Hasan Piker.
“I’m excited to be joining Funko at a time where the culture, entertainment, and IP landscape is evolving as significantly as it has in decades,” he said. “I’m looking forward to working alongside Josh and the rest of the Board to fulfil their vision of the business.”
TRA announces Retail Champion Award
The Toy Retailers Association (TRA) has announced The Retail Champion Award, a new accolade to recognise the diversity of talent involved in successful toy retailing.
The award will recognise exceptional individuals and unsung heroes who have dedicated themselves to their role while promoting toy retailing in the UK or Ireland.
TRA Chairman Geoff Sheffield said: “The TRA recognises products and suppliers at the Toy of the Year Awards each January, but we believe that we should also recognise the brilliant, creative, hardworking and dedicated retail talent we have across our members.”
Retailers can nominate members of their teams, no matter their role. Entries will be judged by a panel of retail peers and winners will receive their award at appropriate times throughout the year.
Remembering Brian Triptree
We are sad to report on the passing of Brian Triptree, a towering figure in the British toy industry who died peacefully in his sleep in February. Here, friend and peer Mike Moody writes of his friend Brian’s generosity, business acumen, and as a champion of the industry he loved:
A dynamo of energy, instinct, and charisma, he was an innovator whose influence shaped generations of children’s play and transformed the way toys were marketed in the UK. Born and raised in Portsmouth, Brian began his working life in the Army. After leaving the military, he entered the pharmaceutical sector in the 1960s, gaining early experience in sales and marketing. By then he had married Susan, a mill owner’s daughter from Halifax, who would remain his loving wife for 63 years until the end of his life.
Brian’s career took a decisive turn when he joined Ideal UK, the forward‑thinking British arm of the American toy company. In 1974, at just 35, Brian and his business partner decided that what they had achieved for Ideal, they could achieve for themselves. Action Games & Toys Ltd—soon known simply as Action GT—was born. By the early 1980s, Action GT was one of the UK’s fastest‑growing toy companies.
In 1988, Tyco USA appointed Action GT as its UK distributor. Two years later, Tyco acquired Action GT, and Brian became Managing Director of Tyco UK. When Tyco acquired Universal Matchbox in 1992, Brian found himself leading
a combined business that now included the iconic Thunderbirds and Stingray.
Never one to stand still, Brian embarked on a new venture in 1996, establishing The Sales Partnership, which represented Pressman Games USA and many others. He ran the business with characteristic energy and success until his retirement in 2015.
Across more than 50 years, Brian Triptree remained a Toyman through and through—an enormous magnetic character, a natural leader, and a true champion of the industry he loved.
Brian is survived by his wife Susan, his daughter Ali, his son James, and four grandchildren and will be sadly missed by them and his friends, of whom there were so many. There will be a family only private cremation, followed at a later date by a Memorial Service to celebrate Brian’s life.
FROM GATHERINGS TO GROWTH
With New York Toy Fair 2026 in the bag, The Toy Association’s Jennifer Lynch looks at how Toy Fair and Los Angeles play distinct roles in today’s global toy business
Now that Toy Fair New York 2026 has wrapped, the global toy community has had a moment to reconnect and access the year ahead. As the largest toy show in the Western Hemisphere, Toy Fair continues to generate early momentum, bringing together international buyers, licensors, and media at a critical point in the calendar.
But today’s toy business no longer unfolds in a single moment. Buying cycles are more fluid, development timelines shorter, and commercial conversations increasingly extend throughout the year. For many companies, particularly those operating across multiple regions, the post-Toy Fair period has become as commercially significant as the event itself.
This change has given greater definition to the role Los Angeles plays within the global toy ecosystem. Rather than serving as a destination event, the region functions as a place where work continues. Product lines can be reviewed in greater depth, longer-term plans explored, and relationships developed over time. Particularly for international companies, this creates continuity between global touchpoints without requiring the formality or scale of another large show.
The Toy Association has aligned its long-term strategy with this shift by establishing a permanent presence in El Segundo, a long-established centre of toy and entertainment activity. The opening of The Toy Building™ last fall reflects the Association’s support of continuing market activity, providing a consistent base for product review, buyer engagement, and working together across the year.
Seasonal market weeks further support this approach.
LA Spring Preview (20-24 April, 2026) and LA Fall Preview market weeks (14-25 September, 2026) are designed as flexible engagement periods rather than fixed-format events. Companies can participate in ways that suit their commercial timelines, while buyers benefit from a clearer rhythm for reviewing product at key points in the year.
The LA Fall Preview market weeks will also include educational sessions, informal networking, and charitable initiatives that reflect the industry’s shared priorities. These elements bring further context and connection to the market experience, without distracting from its primary business focus.
Participation at The Toy Building mirrors this flexibility. Temporary showroom space during preview periods deliver a practical option for brands testing new lines or entering the U.S. market. Permanent showrooms support companies seeking continuity across buying cycles.
From the momentum generated at Toy Fair to the continued work that unfolds in Los Angeles, The Toy Association remains focused on supporting how the global toy business functions today. Rather than redirecting attention from one market moment to the next, the aim is to connect them, reflecting a year-round, international industry where progress is built over time, well beyond the intensity of any single show.
Hornby unveils Airfix Flowers
Hornby is tapping into the growing botanicals trend with Flowers, a brand new modelling range from Airfix, designed as an entryway into the hobby for adult and kidult audiences.
The collection will launch later this summer with five initial products: a single rose, a double poppy, a double sunflower, a bouquet of six roses, and a stunning wildflower bouquet.
“This is a completely new product category for Airfix,” Dale Luckhurst, Head of Brand, Airfix, told TnP. “We did our own research, asking people who don’t model why, and what themes they would be most interested in. The resounding answer was flowers, but we wanted to do something completely different to what is already in the market.
Each kit captures the delicate character of a real flower, from softly curved petals to intricate inner details, all reproduced at full scale. The result is an intuitive, absorbing build that feels accessible and enjoyable, whether modelling for the first time or returning to hands-on creativity as a way to slow down.
“Our Flowers grown by Airfix range is a 1:1 scale recreation of a variety of flowers,” Dale added. “Each set includes all the materials needed to craft a completely unique creation, including hobby paints, glue and the frames themselves. This is an exciting new category to get the Airfix brand in front of an entirely new audience.”
Opportunity in India
Jag Singh, a consultant with decades of experience in the toy and licensing industries shares his insight:
“India is the fourth largest economy in the world, projected to grow to third largest by the end of 2027. The UK and India have recently in July of last year signed an exciting trade deal which opens many doors for both countries. It is a UK company that can benefit from this trade deal.
“The distribution dynamics in India differ from the western world in that 80 per cent of the distribution is with the independent sector, some 30000 outlets, and 20 per cent is with the organised multiple sector. The key is how to access this. The organised multiple sector is growing rapidly. My strong relationships can definitely assist in achieving this. “
First Paw Patrol: The Dino Movie toys unearthed
Spin Master has given fans their first look at the toy line attached to Paw Patrol: The Dino Movie, heading to cinemas this summer.
The range draws directly from the movie’s dino rescues and high-stakes action. Two toys from the range have been unveiled, with the rest still under wraps for now.
“Our toy design teams have turned Paw Patrol: The Dino Movie’s cinematic magic into hands-on play,” says Doug Wadleigh, Spin Master’s President of Toys. “From surprising inflatable elements to dynamic transformations, these toys mirror the movie’s larger-than-life action.”
The all-new Dino Mobile HQ is a two-inone vehicle and command centre including
Lego x KPop Demon Hunters
Chase, his vehicle, and a ramp launcher to send him into action. The Megasaurus Dino Vehicle is Rocky’s recycling truck, features a show stopping two-foot inflatable dino that pops out ready to ride, squish and play.
The entire Paw Patrol: The Dino Movie toy collection will head to retail from July 2026, ahead of the film’s exclusive theatrical release on 14 August 2026.
BPIA 2026 awards entries open
The Baby Products Industry Association (BPIA) has opened entries for its Industry Trade Awards 2026, sponsored by Toys n Playthings’ sister brand Nursery Today.
The Lego Group and Netflix have announced a range of products based upon the streamer’s most popular movie, KPop Demon Hunters. The first product in the collaboration will be revealed this spring, and is set to launch in the summer 2026. Additional sets will follow in 2027.
Lena Dixen, SVP, Product Group, Core Businesses at the Lego Group, said: “KPop Demon Hunters and Lego fans will finally get to combine their passions and immerse themselves in the world of KPop Demon Hunters through Lego building. The movie has taken the entire world by storm, and we just couldn’t wait to work with Netflix on this one.”
The first Lego KPop Demon Hunters set launching this summer will bring to life the beloved, supernatural creature from the movie. Additional sets coming in 2027 will expand the Lego KPop Demon Hunters universe with new creative play opportunities.
The coveted awards are open to all baby products companies who submit their entries before the deadline, 10 April. All shortlisted products submitted for judging will be donated to children’s charity Newlife, ensuring they find a good home.
Julie Milne, General Manager of the BPIA, said: “The BPIA Awards have long been respected and coveted by manufacturers and suppliers because they are judged by industry specialists with a wealth of hands-on experience.”
The winners will be announced on 10 June 2026, at the BPIA Networking Event in central London. Visit b p a.org for more information.
Parents divided on AI
New research from Azaria’s Family Report 2026 shows that families are struggling to reconcile issues of trust, transparency, and human connection with the convenience and perceived value of AI.
The study found that AI adoption is high in family homes, with 60 per cent saying AI makes everyday life easier, and that the technology saves time and helps reduce the mental load. A further 40 per cent said AI helps them save money.
But there are widespread misgivings surrounding trust and authenticity, particularly when AI is used in consumer-facing marketing campaigns. Two thirds (65.7%) said seeing an advert, image or influencer post they suspected was AI-generated made them trust the brand less.
Further concerns were raised by parents around children interacting with AI. Four in 10 parents feel 16 or older is the appropriate age for children to begin using AI, showing that there is a cautious approach to exposure. Half said they are concerned about raising children in a world shaped by AI.
Amber Steventon, Managing Director at Azaria, said: “Our research shows that trust is now the defining factor. Brands need to combine innovation with real human connection, transparent communication, and clear data practices. They should also be mindful of which tools parents find genuinely helpful, and how families approach AI exposure for children. Those that rely solely on AI risk losing credibility and alienating their audience.”
A punny partnership
Lagoon is hoping to get the nation giggling with Pundamental, a sidesplitting new range of playful card games and puzzles from much-loved illustrated brand Jelly Armchair.
Created for retailers seeking something light-hearted with strong gift appeal, the Pundamental collection puts a playful twist on a classic game, paired with Jelly Armchair’s singular style.
The range includes All Puns & Games –Food & Drink Edition and Animal Edition, packed with clever wordplay and visual jokes such as “Melon Collie” and “Mask a Pony”. They’re joined by two 1,000-piece puzzles, Cat-A-Pillar and Authorful Puns.
“As soon as I saw the Jelly Armchair pun illustrations, I knew we were on for a winning product range,” said Gemma Lewington , Marketing Director for University Games and Lagoon, pictured with Jelly Armchair MD, Liz Faulkner.
“The combination of gameplay, clean humour and distinct illustrations makes a winning formula.
Jelly Armchair is a small family business founded in 2015 by sisters Cat and Liz, who are celebrating the brand’s 10year anniversary this year. The brand’s licensing programme is driven by Larkshead Licensing.
ZSL unveils 200th anniversary toy partners
Zoological Society of London (ZSL) has announced a series of new toy licensing partnerships coinciding with its 200th anniversary.
Bigjigs Toys will develop a range of jigsaws and wooden toys inspired by London Zoo’s iconic animals and heritage, with a focus on sustainability, quality and play value. Edx Education has secured the licence to create educational STEAM toys, designed to inspire curiosity, problem-solving and learning through play. And Make Believe Ideas will create a collection of plush toys, plush accessories, stationery and books.
The new partnerships form part of a wider licensing programme including Woodmansterne for greetings cards; Loungers for ZSL loungewear; and Willsow, which will recycle waste from London and Whipsnade zoos to make paper for kids’ books and puzzles.
“As we celebrate our 200th anniversary throughout 2026, these new partnerships and products are a wonderful way to bring people closer to nature,” said Abbie Taylor, Brand Licensing Manager, London Zoo.
WeCool Toys display wins gold
WeCool Toys scooped Display of the Year at the 2026 Pulse of Play Awards for its collaboration with Toys R Us, Yas Mall in Abu Dhabi.
The retail installation was designed to bring WeCool’s vibrant, creative world to life through an interactive in-store experience. Featuring illuminated signage, bold visual elements, and hands-on demo areas, the installation was built to allow families to engage directly with the brand’s best-loved product ranges.
Developed in collaboration with Toys “R”
Us Middle East, SAPP International, and First Group International, the activation showcases WeCool’s most popular lines.
Amber Andrews, Account Director at SAPP International, said:
“We designed this to stop people in their tracks, invite them into the brand story, and to play! We’re thrilled to see that vision come to life and enjoyed by all who visit. This award is a testament to the creativity and collaboration behind the project, and we’re delighted the result resonated so strongly.”
The Entertainer opens new Brighton store
The Entertainer has opened a new store in Brighton at the coastal city’s vibrant Churchill Square Shopping Centre.
The brand-new space is nearly 4,000 square feet, and brings popular toy brands, including PopMart, Pokémon, Lego, and Disney, to shoppers, along with the retailer’s exclusive private labels Meccano and Early Learning Centre. The store also features exciting additions such as a new sensory play zone.
Andrew Murphy OBE, Group Chief Executive Officer of The Entertainer, said: “With even bigger, brighter and better interiors to offer a warmer welcome as well as the most sought-after toys and games that our customers love, we’re excited to reopen our newlytransformed Brighton store.”
The Entertainer Brighton follows a string of recent openings in Portsmouth’s Gunwharf Quays, Aberdeen’s Union Square, Edinburgh’s Gyle Centre, The O2 London, Rushden Lakes and Dalton Park - as well as the transformation of its flagship Bluewater store last year, which marked the opening of its first Generation 5 concept store.
Toy Fair Media Auction raises £65,000
More than £65,500 was raised for charity through the Toy Trust Media Auction at London Toy Fair 2026. The 2026 auction, supported by Toys n Playthings, saw airtime, print and digital media slots generously donated by leading children’s media channels resulting in more than £100,000 of media space to bid for.
The Media Auction was live throughout Toy Fair, with final bids being placed via auction boards which remained on display in the BTHA Member’s Lounge on the Upper Gallery of Olympia.
Toy Trust Committee Chair, Christine Nicholls, said: “Our thanks as always go to the Toy Trust’s generous media partners for their continued support, as well as Jeff Taylor and Matt Smith for their hard work and dedication.
Jakks announces anime division
Jakks Pacific has launched a largescale product platform for anime, manga, and digital creator properties, announcing its first major partner as anime streamer Crunchyroll.
The division has been in development for more than two years, and is anchored by strategic partnerships with premier anime properties and industry collaborators.
The move will see Jakks bring to market a wide range of premium collectibles, figures, plush, tech accessories, costumes, and role-play products, tied to anime and manga
IP. The first products are expected to launch in 2027.
“As anime, manga, and digital fandom continue their rapid global expansion, our objective is clear: to lead this category at scale,” said Stephen Berman, Co-Founder and Chief Executive Officer, Jakks Pacific.
“This platform is built for speed, reach, and sustained performance. It expands our global footprint, accelerates revenue opportunities, and strengthens our connection with millions of highly engaged fans.”
Shell of a deal
Mattel and Paramount have inked a global, multi-year licensing agreement to develop and market a wide range of products for the iconic Teenage Mutant Ninja Turtles brand.
From 2027, action figures, playsets and accessories, vehicles, games, collectibles, role play and more are set to roll out at retail. Through the agreement, Mattel will also produce new product lines for the animated movie sequel Teenage Mutant Ninja Turtles: Mutant Mayhem 2 for 2027, and a new untitled Teenage Mutant Ninja Turtles live-action/ CG animation hybrid in 2028.
“Teenage Mutant Ninja Turtles is one of the most successful entertainment franchises in history, and partnering with Paramount on this iconic property marks a significant moment for Mattel and the brand,”
said Roberto Stanichi, EVP and Chief Global Brand Officer, Mattel.
This new licensing agreement builds upon the established relationship between Mattel and Paramount Products & Experiences, which spans a variety of brands and franchises from across Paramount’s library.
Full steam ahead for SMF Toytown
As managing director of SMF Toytown , Kris Simpson reflects on steering a 34-strong independent chain through a challenging trading year, and driving ambitious expansion plans to add 15 more locations by 2030 - all while staying true to the values that built the family business
Kris, you’ve been in toy retail for a big chunk of your career - what’s your professional background and what led you into the world of toys?
After completing my accounting degree in 2008, I started a placement with Ernst & Young, one of the Big Four accounting firms. It was early on that I realised I was not cut out for the corporate world. The main benefits of this placement were becoming a chartered accountant and meeting the beautiful lady that would become my wife. I’ll let you decide which of these was the bigger accomplishment - haha!
Joining the team at SMF in 2013, I’ve done my best to get ‘stuck in’ and get involved in as many aspects of the business as
We’ve
set ourselves a softtargetof havingover50 stores in the nextfiveyears
” “
possible. I became managing director in 2021. SMF is a family business and it was always something I was excited to be part of. I’ve also had the privilege - and the challenge - of working with my dad and my two brothers, Mark and Brian, for most of my 12 years at the company. The toy industry is a special place and it is hard to imagine not being part of it.
How did your family business get its start?
My dad, Alan Simpson, started SMF in 1979 with my uncle (Herbie McLearnon) and another partner (Harry Ferguson) - hence the company name SMF: Simpson, McLearnon & Ferguson Ltd. Alan was working as a rep/agent when one of his customers offered him their shop in East Belfast. Our current portfolio of 34 stores has gradually
grown from that one shop he took on nearly five decades ago.
Alan retired in October 2024; how have you found this past year without him being in the business?
While Alan officially retired in October 2024, he has been gradually stepping back over the last four to five years. He has always been there to spread his wisdom and expertise but, for the most part, has not been involved in the dayto-day running of the business. That was left to me, my two brothers, and operations director Andrew Addley. As such, the transition hasn’t been difficult, although it has been an interesting dynamic to work through. On the one hand, I will always see SMF as the business that my dad built from the ground up. I want to involve him in various ways whenever possible, as it would feel
Top Best Sellers
Pokémon Cards
Lego Minifigures
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Topps Premier League Football Cards
Congratulations on winning Independent Multi-Store Toy Retailer of the Year at this year’s Toy Industry Awards! What does this achievement mean to you and why do you think your business came out on top among some very worthy competition?
Thank you - we were absolutely delighted to win the award. It was great to be recognised in that way after a difficult year and to acknowledge the efforts made by the team. While I do believe we deserved to win, I’m not sure I could answer without sounding like I was answering a Miss World question. There are a lot of great toy retailers out there… see, there I go!
If I were to try and answer honestly, I believe we’ve created the ability to adapt and scale relatively fast, which has created opportunities for us to grow. We have some really fantastic staff and one of my main challenges is finding the best way to utilise them so they can continue to drive their stores while also getting involved in other aspects of the business and adding even more value.
unfair to cut him out completely. He has a lot of experience and it would be silly not to ask for his input.
On the other hand, we need to show that we are willing and able to manage the company without his involvement. As I said, it’s not an easy balance to get right. Alan created an awesome platform for us to build from. It’s an honour and a responsibility to take the company forward in this next chapter.
How would you describe your overall range and selection criteria?
We try to have something for everyone but focus on items that offer value to customers. In terms of selection criteria,
we have to believe that customers would be willing to pay the retail price. Margin has become more of a focus for us thanks to the various groups that try to squeeze every last ounce of life from businesses. We can’t stock every item a supplier would like, so we have to pick the ones that make the most sense for our business. This is not an easy task and I’m glad that my colleague Andrew has to make those decisions - not me! We stock most of the main suppliers while also giving opportunities to some of the smaller ones. We have a great relationship with most of the suppliers we deal with, and try to work with them where possible. It has to be give and
“2026 has startedreally strongand it’simportant that we do our best to keepthat momentum
”take, and when suppliers work with us, we try to support them. We do this by offering space in our stores and taking ranges we wouldn’t otherwise have chosen. If it works, then it’s great for both us and them. If not, at least we gave them a chance.
Where do you source products? Andrew works closely with our suppliers, and we visit most of the shows. We attended LA Fall Preview in September, various supplier previews in the run-up to Christmas, Hong Kong for our FOB programme at the start of January, then London Toy Fair and Spielwarenmesse in Nuremberg.
L-r: Andrew Addley - operations director, Sharon Barbour - marketing manager, Kris Simpson - managing director, and Colin Houlihan - chairman of BTHA
I really enjoy London and Nuremberg. There are a lot of great people in the toy industry and it’s always worthwhile getting the opportunity to catch up with them and see how we can work together during the coming year.
Other suppliers that we don’t currently deal with also contact us directly. We are always open to dealing with new suppliers, provided the prices and margin are right and their products don’t conflict too much with our current range.
What caught your eye at Toy Fair and Spielwarenmesse?
Previewing hundreds of items in such a short period of time makes it difficult to recall specific things. There were a lot of exciting products on show, and I will be very interested to see how they perform.
Unsurprisingly, there are plenty of KPop Demon Hunters products on their way. Spin Master continues with some really strong ranges. Mattel’s Masters of the Universe range, Zuru’s Ballers, and Character Options’ Jelly Cakes and Badge Maker should all do very well. Bandai’s Gunpla looks strong, and Playmobil hi! presented very well at Nuremberg.
How has business been over the past 12 months?
I believe 2025 was a really difficult year for everyone in the toy industry, including SMF. To make it more ‘interesting’, we had some extra challenges in our warehouse. We lost about 20 per cent of our warehouse space and four members of the team struggled with health issues for most of the year.
This definitely put us on the back foot, but we managed to finish about
three per cent up which, in my opinion, was an achievement in itself. I’m really proud of how we finished the year but I know we have a lot to do to get to where we should be. 2026 has started really strong and it’s important that we do our best to keep that momentum.
Let’s get
personal
What were your favourite childhood toys and games?
Being the child of a toy retailer, toys were not something I lacked growing up. I remember we had a lot of Teenage Mutant Ninja Turtle figures. My brother Brian and I had a lot of Boglins and Monster in My Pocket. And Pogs! I remember Pogs as well.
And what are your favourites now?
These days, I enjoy building some of the bigger Lego sets and the Bandai Gunpla range. I have a healthy collection of Funko Bitty Pop! figures. I also really love playing board games. They are a fantastic way to interact with friends, family, and my children.
The life skills that children can take from simply playing board games should not be overlooked. The main one my children learn is that winning doesn’t come easily. There are no participation medals in my house!
We’ve created theability toadapt and scale relatively fast,which has created opportunities forustogrow
You opened a number of stores last year. Do you have plans for more? Yes, we’re keen to grow and get the Toytown brand recognised. We’ve set ourselves a soft target of having over 50 stores in the next five years. Last year, we opened five stores, relocated two, and closed two, which is the most ‘store projects’ we have completed in one year. There have already been a number of potential opportunities for us in 2026, but nothing I can share at this point.
What are you excited about stocking for spring/summer?
The World Cup should help justify football-related sections in store. While sporting events don’t always translate to increased toy sales, the World Cup should be different. The suppliers have done their part to create items linked to the World Cup and we will do our part to support them. It would also be nice if we got a decent summer to create demand for outdoor ranges.
What’s a typical day look like for you?
As MD, I don’t have a typical day, or a typical week. Variety is the spice of life and I definitely have plenty of that! Monitoring cash flow, discussing new store opportunities, dealing with nursery suppliers, travelling to our stores, managing various issues, and trying to keep everyone working in the same direction - there is always lots to do.
What’s the most rewarding and challenging part of your job?
The most rewarding and challenging part of my job is the same: working with people. We have some really great team members, some of whom have worked with us for decades. We wouldn’t be where we are today if it weren’t for those that give their all and really want to make SMF better. The challenging part is trying to find the best ways to get the rest of the team to step up and take ownership as well.
What do you enjoy doing most and least?
I’ve always enjoyed working as part of a team to achieve something big. For example, I still get involved in setting up new stores. It gives me the opportunity to meet some of the new staff and show them that we are all in this together. Some people laugh at the MD doing this, but it’s always been this way at SMF. For me, there’s no better way to send the message to all staff that if the MD of the company is doing this, then nobody can say that any job is below them. The part I enjoy least is the fact that I know I need to step away from this and focus on the higher-level aspects of managing and growing the business.
“Board games create connections that matter”
Product, performance and purpose are driving Asmodee at the top of the games category. With new releases and evergreen titles fuelling higher sales, the company is partnering with mental health charity Mind to champion the powerful ability of games to bring us together
Asmodee continues to reinforce its position as a global leader in tabletop entertainment, supported by a strong and diverse catalogue that brings people together through meaningful shared play. The company focuses on creating memorable social experiences that appeal to families, hobbyists and casual players alike.
Reflecting on Asmodee’s continued growth, Roger Martin, Asmodee UK Marketing Director, says: “I’m keen to reinforce our position as the category leader, driving growth across our
I’m keen to reinforce our position as the category leader, driving growth across our portfolio
Roger Martin, Marketing Director, Asmodee UK
Did you know?
portfolio and ensure our games reach and engage as many players as possible. Our Toy Fair stand showed retailers how following simple category management principals can result in higher sales and increase profit.”
He also highlights the emotional benefits of play, which have struck a chord with consumers of all ages.
“Board games create connections that matter,” he says. “They support wellbeing, reduce loneliness and give families and friends a reason to come together.”
partnership with Mind will align with the charity’s key moments, including Mental Health Awareness Week and Time to Talk Day, with game donations supporting local Mind hubs nationwide. In addition, Mind will provide mental health training and key spokesperson engagement for Asmodee offices, supported by a programme of internal fundraising activity across the business.
Games performing exceptionally well Evergreen titles such as Catan, Ticket to Ride and Dobble remain the backbone of Asmodee’s success, maintaining high demand across multiple retail channels. Recent launches are adding strong momentum.
Flip 7 has become a viral success story and one of the most talked about new titles in the family and party game space. Its fast paced, pick up and play format has made it ideal for social media challenge culture and it has quickly spread across platforms through user generated clips, tutorials and reactions.
Retailers report that many customers arrive having already seen the game online and are eager to try the tense card flipping moments for themselves. The simplicity of the mechanic combined with the thrill of avoiding a duplicate card has helped Flip 7 break through to audiences beyond traditional board game communities and turn it into a genuine viral hit.
Licensed ranges continue to support visibility and footfall.
Lego Ninjago Destiny’s Bounty Adventures is Asmodee’s third jointly crafted board game. This cooperative family board game where the entire family works together to defeat the Villains coming to conquer the ship was a hit before it hit the shelves!
The new, enticing and beautifully crafted board game is designed by Dotted Games, an Asmodee studio dedicated to making board games in collaboration with the Lego Group.
Partnering with Mind
Asmodee recently strengthened its commitment to community wellbeing through a partnership with Mind, announced this year at London Toy Fair. The collaboration aims to raise awareness of mental health challenges and promote the positive impact that tabletop gaming can have on social connection and emotional support.
The initiative aligns closely with the company’s belief in the power of play to bring people together and foster meaningful human interaction. Roger Martin has reiterated how important this work is for the brand, noting that games can play a practical role in helping individuals feel less isolated and more supported.
“Board games bring people together in a uniquely powerful way,” he says. “They create moments of shared experience, conversation and connection that are more important than ever in today’s world. By partnering with Mind, we want to highlight that games aren’t just about entertainment, they can also play a meaningful role in supporting mental wellbeing and reducing loneliness.”
Together, both partners aim to raise awareness of how something as simple and accessible as playing a board game can help spark conversation, strengthen relationships and create meaningful moments of connection.
The partnership is timely as Mind’s Big Mental Health Report 2025 demonstrates how closely loneliness and mental health are linked, drawing on data from the Office for National Statistics (ONS). The report highlights that 55 per cent of people with moderate to severe depressive symptoms feel
lonely, compared with 16 per cent of those with mild or no symptoms and that 16–29 year olds are most likely to feel alone (31%) compared with any other age group.
Board games have long been associated with fun and entertainment, but lived experience suggests they can also offer mental health benefits.
“
Board games bring people together in a uniquely powerful way
Roger Martin, Marketing Director, Asmodee UK
Playing games with others encourages face-to-face interaction, shared focus and teamwork, all of which are proven to support emotional wellbeing. For many people, games provide a low-pressure way to connect with friends, family or colleagues, helping to combat loneliness and social isolation.
As awareness grows around preventative mental health care, games are being recognised as a simple, inclusive way to support wellbeing in homes, schools, workplaces and community spaces. The partnership will focus on promoting the idea that play can be a powerful wellbeing tool, creating safe spaces for conversation, laughter, connection, and a welcome break from the stresses of everyday life.
Asmodee’s partnership with Mind reflects a shared commitment to improving mental health outcomes across the UK and encouraging open conversations around wellbeing.
“We are really excited to be launching this partnership with Asmodee and we are grateful to them for choosing to support Mind in our mission to make sure no mind is left behind,” says Andrew Berrie, Head of Corporate Partnerships at Mind.
“Playing games can positively impact our mental health by providing us with time to relax, connect with others, challenge ourselves or try out new skills. The feeling of togetherness can also help us talk more honestly about feelings and in a space that might feel more relaxed. We know that talking doesn’t solve everything but talking about our mental health, and listening to others about their experiences, can help us feel less alone, more able to cope, and can often be that first step towards seeking support if we need to.”
FOOTBALL FOCUS
World Cup fever is set to sweep across 2026 and Kickmaster is putting young players at the centre of the action with an exciting new football training range built to develop skills, confidence and a love of the game.
Featuring brand-new footballs, premium PVC goals and an allnew Inflatable Target Shot game, this performance-led collection is designed to bring professional-style training into gardens and outdoor spaces everywhere.
“Major football moments like the World Cup always inspire a new generation to get outside and start playing,” says Dave Poulter, Managing Director, MV Sports. “For 2026, we wanted to create a Kickmaster range that feels accessible, exciting and
Major football moments like the World Cup always inspire a new generation to get outside and start playing
Dave Poulter Managing Director, MV Sports
genuinely useful for skill development, whether that’s casual garden play or more focused training at home.”
The new Kickmaster training balls are available in official size three and size four, and have been developed to deliver consistent control, durability and feel. Each ball features a preinflated core for improved air retention, along with a weather-sealed valve for reliable performance in all conditions. Whether practising passing, shooting or match play, these footballs provide the perfect balance of grip, weight and responsiveness for growing players.
For skill-focused training, the Kickmaster close control trainer helps players improve footwork, reaction speed and ball mastery. With its fast recoil mechanism, rubberised grip handle and instant cord-locking system, it allows for rapid repetitive touches that build coordination and confidence, making it ideal for solo practice and technical training sessions.
New for 2026, the Kickmaster premium PVC goals are available domestically in 6ft and 8ft sizes with a choice of 42mm or 67mm frame thickness. Designed for strength, stability and easy assembly, they include a durable five-ply polyester net, secure net clips and ground pegs so
players can be match-ready in minutes. Lightweight yet robust, they are perfect for gardens and outdoor training areas. Also new for 2026 is the Kickmaster inflatable target shot, an exciting football darts-style game that turns shooting practice into a competitive and social experience. Supplied with three inflatable stick-on footballs, it allows players to aim for numbered targets and challenge friends and family to score the highest points. Easy to inflate, quick to set up and simple to pack away, it is ideal for garden parties, family gatherings and everyday outdoor play. It helps develop accuracy, control and coordination while delivering high-energy fun that keeps kids coming back for more.
“We focused on creating a range that is easy to set up, built to last and exciting to play with,” says Melissa Hockley, Product Manager, MV Sports. “It’s a wellrounded collection that supports skill development while offering strong retail appeal for the 2026 season.”
With strong national brand recognition and excellent gifting appeal, the Kickmaster range gives retailers a powerful World Cup-ready offer for 2026 that combines skill development, outdoor play and exciting competitive football fun.
4FT
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AVAILABLE IN A RANGE OF THICKNESSES
42,50,67MM and sizes
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Garden Centre Talking
If you would like to take part in Talking Retail, we’d love to hear from you. Please email rhys@lemapublishing.co.uk
Growing play at Tates
This month our retailers talk enthusiastically about what’s selling well, summer holidays, what’s by the till, and changes they have made in their businesses
Head of buying Gavin Mumford explains how Tates of Sussex Garden Centres is developing its toy category by blending tradition with innovation, focusing on educational play, strong visual appeal, and strategically placed impulse lines
With more than 20 years in garden centre retail, Gavin Mumford has seen the sector shift towards a more experience-led model. As head of buying at Tates of Sussex Garden Centres, his remit spans multiple categoriesincluding a toys department that is firmly in growth mode.
Tates of Sussex Garden Centres is a family-owned company with strong regional roots in East and West Sussex. Gavin says: “We currently operate four garden centres as well as other visitor attractions. We pride ourselves on customer service and still very much keep horticulture at the heart of our business. But we’re consistently looking to improve and expand, with lots of new ideas in the pipeline.”
This blend of tradition and innovation has created fertile ground for categories that enhance the overall customer visit, with toys playing a key role. Gavin describes the range as “very comprehensive, with options for many age groups,” adding that the team is “always
“Toys and games is a category with real growth potential that aligns perfectly with our customer demographic and the wider direction of the business”
looking for newness while maintaining a strong core of products”.
When selecting toys, he focuses on items that complement the environment and family day-out experience rather than traditional toy shop lines. “I prioritise outdoor, natureled, educational, and giftable items that feel relevant to the setting and appeal to grandparents, parents, and gift shoppers,” he says.
“Because many purchases are impulse-led, the toy range needs to be visually appealing, easy to understand and able to sell itself from the shelf. I balance pocket-money price points with a few standout lines to create interest, while ensuring good margin, space efficiency, and ease for store teams to manage. Overall, the range is tailored to feel like a natural extension of the garden centre - family-friendly, seasonal, and simple to shop.”
Plush, craft, and children’s books are particularly strong performers. Core suppliers include Allsorted, Jellycat, and Ravensburger, while branded or licensed lines are extremely popular. Stationery is also a key trend moving forward.
Sourcing newness is an ongoing process. For inspiration, Gavin combines visits to other retailers with digital channels such as LinkedIn and trade shows. Several brands stood out at Toy Fair, including COBI, Charlie Crow and Playmobil.
In-store presentation is critical to maximising sales. Across the Tates estate, toys are merchandised using a mix of suppliers’ FSDUs, table displays and standard shop-fit racking - but, as Gavin puts it, “location is key”. The team targets high-footfall areas, particularly en route to catering departments,
catching families’ attention as they head towards coffee shops and restaurants.
The approach is delivering results. Gavin says: “We’re fortunate that our toy department is tracking above the average rate. It’s an area we’re actively looking to expand. I’m excited about developing the toys and games category into a stronger destination, particularly by expanding educational and discovery-led ranges. There’s a growing demand for toys that encourage learning through play, creativity and outdoor exploration, which fits naturally with our environment.
“Over the coming seasons, we’ll be introducing more educational, nature-inspired and hands-on activity lines that appeal to both children and gift buyers. Toys and games is a category with real growth potential that aligns perfectly with our customer demographic and the wider direction of the business.”
Gavin’s role reflects the increasingly broad scope of modern garden centre retail. A typical day, he says, is “full on”. He explains: “We have an ever-expanding portfolio of products and business avenues, and I’m also accountable for our Catering and Restaurant which is new for me but an exciting challenge.”
What he enjoys most is “planning, ranging, and negotiating a range and seeing it perform well in store,” while the most challenging aspect is “replicating how you see a product or range landing in stores compared to the execution,” underlining that “merchandising is key”.
Charlotte Watson
Yorkshire Garden Centres
Buying Director 7 garden centres in Yorkshire
How would you describe your toys and games offer?
Our toy offer is constantly evolving as we get to know our customers better, and we see this as a huge opportunity for delivering future growth. Our current key categories are pocket money, plush, branded toys, and jigsaws.
How do you discover new products and suppliers?
We discover new brands from existing relationships with key suppliers, and regularly visit trade shows. We love finding innovative, first-to-market products.
As I recently joined the business I’ve not attended Toy Fair yet but I’m definitely looking to do so in the future. We saw lots of innovation at Spring Fair, including products such as Willsow’s plantable children's books.
What are your main criteria?
We try to source something different for our customers, so our offer is
Alexa Blackmore
The Gardens Group Group Gift and Christmas buyer 3 garden centres in Dorset & Somerset
"We love finding innovative, first-tomarket products."
differentiated from something you might find in a supermarket. We look for toys that delight our customers, add an educational twist, and focus on learning and development linked to our garden centre offer, such as bee houses.
How and where are toys and games typically merchandised?
Our toys are typically merchandised alongside our wider gifting offer. However, we are looking to create a standalone toy zone.
How has the toys category performed over the past year - and what’s selling particularly well?
Toys have seen good growth for us, but we believe this
How would you describe your toys and games offer?
We don’t have a huge toy department, so our offering needs to be highquality and giftable. With this in mind, the toy and games range at each of our garden centres is highly considered, sustainable, and compact. I hope there is something for the youngest customers and the young at heart.
How do you discover new products and suppliers?
We’ve found that the most successful way is at trade shows and through the trade press. Social media and targeted advertising have also created new opportunities for us to explore ranges and ideas.
"We’ve found that the most successful way is at trade shows and through the trade press. Social media"
What are your main criteria?
Firstly, I look for items that are environmentally friendly and sustainable, so anything made from recycled materials or that doesn’t use disposable packaging always catches my eye. I also seek out products that have a connection to British wildlife, gardening, and nature, as these can be a perfect way to educate the next generation - while also being fun and beautiful.
How and where are toys and games typically merchandised?
We tend to position toys and games depending on the season and the space we have available. We find that stocking toys near the tills works well, as our teams can engage with customers.
opportunity is bigger still. Jigsaws continue to be a strong seller for us, particularly at Christmas. Jellycat is as popular as ever, alongside our wider plush offer.
How do you promote your toys and games offer - and do you run in-store events or seasonal activities for children?
We offer seasonal promotions in this category as part of our loyalty Green Card promotional programme. Instore events are something we are considering for the future.
What’s next for your toys & games category?
I'm excited to get under the skin of store-specific ranging to really tailor our offer to our customers’ needs.
How has the category performed over the past year?
Toys and games aren’t our largest category. However, over the course of autumn and the Christmas period, we see a sharp rise in sales. During spring and summer, gardening takes centre stage, so our offering is closely linked to the outdoors.
What’s selling particularly well at the moment, and what key trends are you seeing?
Toys that involve an activity, such as painting, making, building, or exploring, are selling well. Anything with a practical use seems to be particularly attractive.
What’s next for your toys & games category?
I would love to expand our creative toys offering, to further encourage creativity and help children step away from their devices.
Game theory
One of the best performing categories of the past 12 months, the future looks bright for the games and puzzle sector. We hear how the rise of kidult spending, games as hobbies, and an influx of licensed lines will set the tone for 2026
The games and puzzles category experienced the third highest growth in 2025, according to Circana, with a 15 per cent uplift across the board. Alongside other overperforming categories such as building sets (up 25 per cent) and action figures (a 16 per cent rise) much of that additional spend came from the kidult market and licensed goods, a trend that looks set to continue.
“The most recent Circana reports very much reflect what we’re seeing at Bigjigs Toys,” says Liz Ireland, founder and Managing Director. “There has been a clear uplift driven by older children, teens and adults who are rediscovering the joy of analogue play. Although our focus has mainly been on younger children, we always consider that our games and puzzles should have the flexibility to be enjoyed by the whole
adults looking at the category with renewed interest for “engaging, social, and competitive experiences”. The company’s sports and strategy titles have “benefited hugely from this trend”, he says, highlighting Subbuteo as a prime example. The classic football game has enjoyed a resurgence in recent years, with the well-known brand attracting both nostalgic adults and younger fans of the beautiful game who are experiencing the simple yet addictive game play for the first time. “It’s a fantastic example of a game bridging generations,” he adds.
“the trend is influencing both product development and marketing priorities.
“We have expanded our sports category to cater to this audience, introducing the new Sports Pocket Dice Games and Licensed Football Club Pocket Dice Games,” he says. “These are compact, collectible, and perfect for social, on-the-go play. Meanwhile, our extensive Subbuteo, and Licensed 3D Stadium Puzzles and Rubik’s Cube ranges continues to thrive.”
well as being be able to be passed down
With more adults choosing to spend money and time on games and puzzles as a hobby and social prop, companies are rethinking the way they design and market products. Despite traditionally catering to an audience of young families, the Bigjigs team is “increasingly mindful of design sophistication, shelf presence and gifting appeal”, says Liz.
Licensing is a major driver of performance across the games and puzzles
Licensing is a major driver in the games and puzzles category. The trading card games (TCG) subcategory is dominated by the world’s biggest entertainment properties, from the Asmodee-distributed Pokémon TCG to
Sales Director
who is seeing
“Packaging, artwork and gameplay depth all matter when you’re speaking to a 12-plus audience. We focus on products that look beautiful enough to leave out on display and offer replay value, ensuring they resonate beyond the traditional children’s toy space,” she adds. “These lines must not only appeal to parents aesthetically but should also consider the nostalgic appeal that drives these kidult purchases.”
Mark says University Games and Lagoon have seen an increase in kidult buyers seeking out “experiences that are visually appealing, strategic, and shareable with friends or family”. He says
University Games & Lagoon
Bigjigs Toys
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FEATURE GAMES & PUZZLES
to 1993, enjoyed its best year ever in 2025 on the back of licensed sets from Final Fantasy, Marvel Spider-Man, and Paramount’s Avatar: The Last Airbender. At New York Toy Fair, it unveiled new releases for 2026 tied to Teenage Mutant Ninja Turtles, Star Trek, and The Hobbit, and expects a forthcoming Marvel Super Heroes set to be its biggest to date.
Elsewhere on the Hasbro stand, the toy giant was breathing new life into some of its longest-running brands, from KPop Demon Hunters Monopoly to Stranger Things licensed Dungeons and Dragons sets, a true 360-degree moment given the hit TV show’s inspiration.
“Licensing is a major driver of performance across the games and puzzles category, helping products stand out on shelf and instantly connect with consumers of all ages,” says Mark. “For preschool and children’s ranges, licences such as The Very Hungry Caterpillar, Paddington, Roald Dahl, and Dog Man are hugely influential, recognisable and popular with both the child and parent. We are excited to add both the iconic Peppa Pig and the touchy-feely Usborne Books License, That’s Not My… games and puzzles to our portfolio this year. At the same time, licensed products for older children and adults, including our football Club licensed Subbuteo Main Games, 3D Stadiums, and Rubik’s Cubes, continue to attract hobbyists and competitive players.”
At Bigjigs, innovation is key, and it
is the seemingly small changes that add up, says Liz. After all, there’s a reason classic family games like Traditional Snakes and Ladders remain a bestseller for Bigjigs year in, year out.
“Innovation in this space doesn’t always mean reinventing the wheel; often it’s about thoughtful evolution,” she says. “We look at materials, sustainability, educational value and design details to elevate classic formats. Introducing fresh themes, incorporating more eco-friendly elements, and ensuring our products support developmental skills while remaining genuinely fun are all central to our approach.”
Retailers
say “Toys and games is a category with real growth potential that aligns perfectly with our customer demographic and the wider direction of the business”
Gavin Mumford, Head of Buying, Tates of Sussex Garden Centres
With toy fair season now over for another year, is Liz confident that the category will continue to trend upwards?
“Following toy fair season, retailer sentiment has been extremely positive,” she says. “Buyers are looking for dependable categories that offer strong margins and repeat sales, and games and puzzles ticks those boxes. Based on feedback and the continued appetite for screen-free, social play, we anticipate the category will maintain strong momentum into 2026. While growth may naturally stabilise after such a sharp rise, the underlying consumer demand for meaningful, shared experiences suggests this is far more than a short-term trend.”
“Buyers are looking for dependable categories that offer strong margins and repeat sales, and games and puzzles ticks those boxes
”Liz Ireland, founder and Managing Director, Bigjigs Toys
Likewise, Mark believes University Games and Lagoon are in for a strong year. “The games and puzzles category is thriving across all age groups, from preschoolers discovering their first story-based games, to children engaging with licensed and skill-building products, and older players seeking hobby, social, and competitive experiences,” he says. “In today’s marketplace, proven best sellers such as our Core 4 – What’s Up, Don’t Say It, Yes! No! and Charades for Kids – alongside evergreen lines such as Pizza Party, Who’s in the Bag, Trex, and Skribble, are just as important as innovative new products, providing both stability and depth to the category.
“Strong sell-through across licensed and core ranges shows that education through play, social gaming, and family game nights remain central to consumer behaviour. With this balance of trusted favourites and fresh innovations, the games and puzzles category is set to continue its upward trajectory in 2026 and beyond.”
What a banger!
Hot Dog Drop is a banger of a game from Character Options. This electronic sausage drop game is inspired by the viral Catching Sticks Challenge that’s generated more than 100mnplus views on TikTok to date. When the timer starts, sausages start to fall randomly. Players must catch as many falling sausages as possible to win.
sales@charactergroup.plc.uk
Making a splash!
ASMODEE
01420 593593
info@asmodee.co.uk
www.asmodee.co.uk
The Lego Ninjago Destiny’s Bounty Adventures board game is a cooperative family board game where players go on thrilling adventuresfacing serpents, pirates… and even a bewildered postman. In the game, Villains are attacking the great ship Destiny’s Bounty, and the Ninja must defend their ship.
The new, enticing and beautifully crafted board game is designed by Dotted Games, an Asmodee studio dedicated to making board games in collaboration with the Lego Group. Lego Ninjago Destiny’s Bounty Adventures is the third game in the collaboration between the two companies following the successful launches of the family party game Brick Like This! and the family strategy game Monkey Palace.
Bloops, the buoyant new card game from Zygomatic and Asmodee, invites players to fish, flip, and flop their way to victory, all
We’ve created a board game designed to bring families together around a shared experience of fun, strategy, and storytelling. Set in the established Ninjago universe, the game offers immersive adventures that pull everyone into the action — from the youngest players to the oldest… This is a game that brings real moments to the table
“ ”
Birgitte Bülow, CEO at Dotted Games
without sinking. With its sticky-notestyle cards, goofy goldfish mascot, and splashy special effects, Bloops is set to turn game night into game delight. Don’t let the goofy fish fool you, beneath the laughs is a clever card game with memorable play and strategic twists. The blend of memory, card manipulation, and timing makes Bloops easy to pick up but hard to put down.
Players jump in and memorise three cards before casting their net to begin fishing for better cards, discarding the ones that flop. Using special effect cards, players spy, swap, and disrupt their fellow fishers. But beware: say “Bloop!” too early and they might just sink with their score. The goal? Have the lowest score at the end of the game and be crowned the ultimate Blooper!
Thanks to its accessible gameplay, Bloops is perfect for players aged eight and up and suits gamers of all kinds. Whether at home, on the go, or at a party, this small box holds big fun and high replayability.
BIGJIGS TOYS
orders@bigjigstoys.com | www.bigjigstoys.co.uk
Enjoy a classic game with a wild twist! Bigigs Toys’ Jungle Croquet brings this beloved pastime into the present, combining traditional gameplay with a vibrant animal design. With its bright, friendly characters, this wooden croquet set is the perfect way to encourage children’s logical thinking and strategic skills, making it a standout addition to any preschool or early years collection. Simply round up the lion, elephant, zebra and giraffe, grab your mallets and get playing.
Packed with everything you need to teach children how to play this iconic game, the croquet set comes complete with two wooden mallets, two colourful balls, and four jungle animal wickets. The mallets can be unscrewed in half for compact storage and making tidying up easy, whether you’re playing indoors or outdoors. Jungle Croquet is a versatile product with broad appeal. Its combination of skill-building gameplay and imaginative design supports early learning objectives, including hand-eye coordination, counting, and turn-taking, while encouraging social interaction and independent thinking.
Crafted from FSC-Certified wood and packaged in zero-plastic, fully recyclable materials, Jungle Croquet demonstrates Bigjigs Toys’ commitment to sustainability, educational play, and safety. Every piece has been thoughtfully designed to ensure durability and ease of use, while meeting the latest EN71 and REACH safety regulations to keep small hands safe and parents happy. With its playful design and classic appeal, Jungle Croquet is a musthave for retailers looking to stock toys that delight children, satisfy parents, and meet modern trade expectations. Engaging and built to last, Jungle Croquet is more than just a game; it’s an educational, hands-on experience that blends joy and learning seamlessly.
FEATURE GAMES &
Fun for everyone
RAVENSBURGER
01869 363800
sales@ravensburger.com
www.ravensburger.com
Ravensburger strengthens its game and puzzles portfolio in 2026 with new introductions across licensed and non-licensed ranges.
Number one bestselling adult puzzle series, My Haven, is set for a festive addition in the second half as artist Steve Read adds a seasonal makeover to create number 14, The Christmas Shed. The Ray’s Comic Series of comedy jigsaws launched in 2025, continues to expand with two more additions. Once completed, the puzzles for each theme can be placed together for a continuous image that sees the hilarious antics carry over from one puzzle to the next.
Ravensburger’s much-anticipated limited edition Christmas puzzle series reaches a milestone this year with the 30th jigsaw for the collection. Illustrated once again by Roy Trower - and watch this space for the final image soon. With sneak peeks of work-in-progress art presented at Toy Fair earlier this year, there is
Did you know?
much to look forward to in the Ravensburger licensed jigsaw portfolio in 2026. Fun on the farm to be had with the company’s range of Diddly Squat Farm puzzles, and for literary fans, Ravensburger launches a deluxe series of 500-piece puzzles packaged in in book-style boxes based on author Rebecca Yarros’ global bestselling Fourth Wing book series.
In 3D puzzles, Ravensburger’s popular puzzle ball collection sees the addition of nightlights, adding a soothing glow to the finished display piece. The company’s Disney Stitch 3D Puzzle Ball With Ears has been a consistent best-seller, and this offering grows in 2026, with Pikachu among the launches.
It’s 40 years since Ravensburger’s classic game of moving mazes, Labyrinth, was first introduced and today this much-loved game has achieved over 30 million sales. This year brings a collaboration with Carcassonne.
The bright lights of casino land are the setting for dice game Las Vegas, a spring launch for the Ravensburger games portfolio. And set for UK launch in July is Last One Laughing, based on the hit Prime Video UK Original show. The company’s party game portfolio continues to grow too with trivia game Much Too Much, while Oh My Pigeons
Ravensburger’s collection of 3D puzzle vases was named a Toy Fair Hero Toy, turning a relaxing activity into a practical and stylish vase, complete with waterproof liner suitable to hold freshly cut flowers.
Ready for kick off
WINNING MOVES
sales@winningmoves.co.uk winningmoves.co.uk
Winning Moves UK is heading into 2026 with one of its most diverse product ranges to date. With family play continuing to evolve and entertainment trends moving faster than ever, the company has built a line-up designed to feel current, energetic and highly collectible. From a brand-new fastmoving card game brand to updated football-themed favourites, we’re extremely excited about our offering for the year ahead.
gets an expansion this autumn.
In children’s games, The Last Lemming is an innovative trick-taking game, and there’s more animal fun to come with memory game Capy Cabana. Another big anniversary is celebrated this year with ThinkFun’s iconic game Rush Hour marking 30 years.
From Disney Lorcana TCG, glimmers from Pixar films like Toy Story, The Incredibles, and Brave will traverse the Wilds Unknown launching everywhere on 15 May, with prerelease kits and support for partner stores
quick-fire play. Designed for easy pick-up-and-play fun, Goddit! transforms familiar brain teasers into a portable, competitive format that works just as well for families as it does for game nights. It’s positioned as a key new product for the Top Trumps brand, bringing together problemsolving and pace in a compact, affordable package; already warmly received by retailers.
The Goddit! launch has been backed by Winning Moves’ biggest-ever marketing push, including standout London Underground advertising in Q4, ensuring strong consumer awareness and driving
retail momentum. Building on this success, the Goddit! range is expanding to meet a wide variety of tastes and passions, with trending, non-licensed themes include Kawaii Goddit! and Dogs Goddit!. On the licensing front, World Football Stars Goddit! and Stitch Goddit! have generated strong excitement, with further major licenses to be added as the range continues to grow.
Beyond Goddit!, football will be a defining focus for. To coincide with the World Cup, Winning Moves has refreshed its World Football Stars Top 200 range with cool shiny chrome cases, bold new visuals and updated player content. Six new Top Trumps decks will spotlight household names alongside exciting up and coming players. The football collection also includes an enhanced Top Trumps Starter Kit, a brand-new World Football Stars Puzzle with collector poster, and a premium World Football Stars Gift Set.
Don’t miss Top Trumps Dash is another exciting new game development from Winning Moves, which was very well received at Toy Fair and is generating strong retailer interest, with some excellent listings expected in 2026. The range has launched with World Football Stars Dash and will be rolled out across some of the biggest entertainment licenses later this year.
Match fit
UNIVERSITY GAMES AND LAGOON
0807 254 0100
www.university-games.co.uk
University Games has kicked off 2026 with a significant expansion of its games and puzzles range. Building on the success of its footballthemed line-up, the company has introduced the new Sports Pocket Dice Games, a trio of compact, easy-to-learn titles focussed on football, tennis and cricket.
Adding further strength to the category are the licensed, travelready Football Club Pocket Dice Games, featuring licensed teams including Liverpool, Tottenham, Manchester City, Chelsea, Arsenal, West Ham and FA England, with more to come.
As the FIFA World Cup 2026 prepares for kick-off in June, University Games’ expanding football range offers fans great options to celebrate the sport beyond the screen. The iconic Subbuteo table football range remains popular across generations, and with the licensed FA England Main Game, fans can relive each match. In addition, the range includes licensed 3D Football Stadium Puzzles, home to the Premier League teams and, of course, the iconic Wembley Stadium, offering both build fun and a keepsake piece of memorabilia. These are complemented by a range of Club and FA licensed Rubik’s Cubes. Another fun addition for 2026 is the lively licensed football Squeeze Poppers range, featuring renowned club mascots such as Gunnersaurus and the Official England Lion, plus Poppers for Liverpool and Chelsea fans.
Travel games remain a cornerstone of the University Games strategy, and in addition to the new Pocket Dice Games, the extensive range includes compact favourites such as Pizza Party, Speedy Words and Speedy Numbers, as well as a wide assortment of mini games designed for spontaneous fun. The Purple Cow Magnetic Travel Games, such as Animal Bingo, Ludo, Battlefleet and Snakes and Ladders, pair classic gameplay with magnetic components that keep pieces secure on the move. Joining the travel range this year is Kitty Litter, a fast and fun tile matching game featuring mischievous kawaii cats.
The children’s portfolio continues to be anchored by the best-selling Core 4: What’s Up, Charades for Kids, Yes! No! and Don’t Say It. These evergreen titles are supported by strong licensed character games and puzzle ranges that include
The Adventures of Paddington, Roald Dahl and the ever-popular Dog Man..
From Lagoon, the best-selling Project Genius wooden puzzle line is expanding with intriguing additions to the beautiful True Genius wooden brain teaser collection.
Inspired by ancient civilisations, bestsellers such as the Chinese Pagoda and Egyptian Triglyph will be joined by the El Castillo Pyramid, inspired by the 91-step Temple of Kukulcan, and The Aztec Family Chest.
Thames & Kosmos has an incredible roster of new games and puzzles releasing throughout 2026, with titles coming from both Kosmos and Devir covering abstract, Euro, Exit and card-based games.
After Kosmos released Exit The Game: The Circus Mystery and Exit Kids: The Great Bee-scape, the next release, Orloj: The Prague Astronomical Clock, has been on the hot list for many board game fans and will finally be available in the UK in March. The game sees players take on the role of a master builder and place workers on the clock’s dial to gain resources to complete the Medieval clock. This is a complex game and is for ages 14 and over.
Debuting at the UK Games Expo, Temple Twist from Kosmos is an action-packed cooperative game that’s fun for the whole family. The game combines hands-on action with a first-ofits-kind 3D maze gameboard that changes as you play.
Also seeing its release at UK Games Expo is Berlin 1960 from
Devir. This game is set during the Cold War and sees players taking on a hidden role from either the CIA or KGB. Throughout the game players use various powers to try and identify their fellow agents and hinder their rivals’ investigations and communications. Every action counts in Berlin 1960 and the signals players send to their allies might be misinterpreted.
The hugely popular The Gang from Kosmos will be getting an expansion allowing up to 10 players to partake in the cooperative poker-based card game to pull off the heist of the century. And Birds from Kosmos is a new card-based game where players compete to become the most successful conservator of threatened birds. Players do this by protecting birds from modern threats whilst building a strong avian portfolio that improves their chances of survival and is inspired by the ‘seven wonders’ of birdlife.
This is just a small selection of games coming from Thames & Kosmos in 2026 with many more to follow.
From summer, puzzle fans can spend a few mindful moments piecing together beautiful new Lego Botanicals Shaped Puzzles. These 1000-piece jigsaw puzzles will create fantastic, floral displays of impressive Lego builds. Inspired by the best-selling Lego Botanicals Collection, each of the four puzzles in this assortment creates an eye-catching floral arrangement, ideal for adult Lego fans and puzzle enthusiasts alike.
Families who loved Simon Jump Game Mat will be excited to hear of Just Play’s extended partnership with Hasbro to put a new spin on favourite games. Bop It! Jump reimagines the classic 90s game, with a modern, active play twist.
Four of the most iconic games can be enjoyed on a travelfriendly scale, this year, with Hasbro Clip-On Games. These games fit into the palm of the hand and come with a protective pouch that clips to bags and more for taking on-the-go. Discover pocket-sized versions of Hungry, Hungry Hippos, Connect 4, Guess Who?, and Operation.
Celebrating puzzle power
GALT, PART OF THE JUMBO GROUP
0161 428 9111 | salesuk@jumboplay.com
This year, two exciting milestones from Jumbo mark both the future and the heritage of puzzles: the launch of Wasgij Junior jigsaws and the 50th anniversary of Falcon.
Designed to spark imagination in younger puzzlers, Wasgij Junior brings the exciting Wasgij concept to a new audience. Unlike traditional jigsaws, Wasgij Junior invites puzzlers to think beyond the picture on the box, piecing together what happens next rather than simply copying what they see. The Junior range adapts this clever twist for children 8+, encouraging creative thinking, storytelling and problem-solving in a fun, accessible way.
Iced Screams, Popcorn Powerups and Enchanted Encounters launched in January with bright illustrations and age-appropriate piece counts (240), making Wasgij Junior an ideal introduction to puzzles that challenge the mind. While Wasgij Junior looks firmly to the future, Falcon offers a moment to reflect on an extraordinary legacy. Celebrating its 50th anniversary this year,
All in a muddle
ONE FOR FUN
sales@oneforfun.com | www.oneforfun.com
The Metallic Muddle Puzzle Triple Pack is perfect for puzzle lovers who like a challenge. A great gift item, the set includes three metallic pieces, each with its own unique design and difficulty level.
The first puzzle is a 3x3 cube, which requires careful planning and strategy to solve. The second puzzle is a star infinity puzzle, which is more complex and requires a bit more patience to complete. Finally, the third puzzle is a hexagon puzzle, which is perhaps the most challenging of them all.
The Metallic Muddle Puzzle is also offered as a single item, the classic 3 x 3 cube with metallic colours on each side. For on the go play choose the Metallic Muddle Puzzle keyring. These newer items complement the existing range, which includes the Muddle Puzzle Space Polygon, the Muddle Puzzle Star, and the Double Muddle Puzzle.
Dice Deduction is an amusing new brainteaser that’s sure to boggle even the most avid puzzler. Players 10-plus to adult must think strategically as they position each piece to line up the black dots with the dice faces shown in the challenge, while also making sure the sums match the line total. With a unique solution at every stage, players will be on a winning streak as they piece together these brain-bending dice!
Quantum 2 in 1’s extraordinary set of puzzles features a whopping 408,240 challenges – each with a solution! With double-sided tiles that offer two types of challenge, players must place the nine token tiles on the game board (either number or colour side up) in the order shown on the challenge and then position the 16 double-sided puzzle pieces on top of the tiles correctly to solve the puzzle. Connecting the dots, players must place the puzzle pieces correctly so that the total amount of dots circling each numbered tile underneath matches. Quantum stimulates key cognitive skills, including concentration, logical deduction, problem solving, sequencing and spatial awareness. Its compact design means it’s great for on the go.
Trends UK has something for all puzzlers, parties and families. It’s game faces on with Drench, a fun, suspense-filled game. A drink can is filled with water and the game begins with the roll of the dice, which determines number of shakes and whether the player keeps, skips or picks another to take their turn. Then the can is shaken, and the tab is pulled! It could go off at any time… the last to stay dry wins.
Plus, don’t miss Slida Sphere - the sequential interlocking 3D puzzle that’s great for on-the-go puzzling.
Tomy Games unveils an exciting AW line-up of licensed titles, highenergy party games, and reimagined classics.
Following a new licensing agreement with All3Media International, Tomy is launching two new titles for The Traitors for AW26. The UK 2nd Edition of The Traitors Board Game is refreshed with six brandnew adventures, challenging players to use strategy, bluffing and deduction to uncover the hidden Traitor. The action continues with One Night of The Traitors, a stand-alone, event night experience featuring high-energy missions, deception, and dramatic revealsideal for parties or game nights.
Why winning toys satisfy outcomes
Research from The Insights Family reveals that kids don’t choose their play by product category. Instead, they choose it by outcome, says Adam Woodgate , VP Research Solutions
Ask a child what they want from play, and you will rarely hear words like, “I need new toys” or “I want more products”. When The Insights Family conducts research with children aged three to 15 across 22 countries, asking for spontaneous answers to free-form questions rather than presenting predetermined choices, the phrases they use are different from common industry language.
They say things like, “I play it with my friends”, “I like making things”, and “It was hard, but we had fun.” They talk about actions, outcomes, and other people. From our analysis we can conclude that toys don’t win by being desirable objects; they win by being useful tools for play.
The toy aisle is a retail construct built for adults to navigate. Children’s play is more likely to be drawn from the outcomes they are looking for instead of the shelf they are standing in front of.
Screens don’t replace toys, they reset expectations
Playhas evolved from beinggivento beingchosen “ “
When it comes to the balance of time kids spend playing with toys and playing on screens, our data tells a more nuanced story. In Q4 2025 (1 October to 31 December 2025), on weekdays, six to nine-year-olds in our research spent as much time playing games (apps, consoles, online) as they did with physical toys (1 hour 15 minutes versus 51 minutes), and by ages 10 to 12, the gap grows to 24 minutes.
This isn’t about screens versus physical; screens don’t win because they are digital. They win because they
consistently deliver three things that kids deeply value, which are progress and mastery (skills), the freedom to make and express themselves (creativity), and shared experiences (social connection). Games reward effort, allow personalisation, and are built to be played with others - a formidable combination.
The shift in play is not about ‘good’ to ‘bad’ or from ‘toys’ to ‘screens’. Play has evolved from being given to being chosen, from passive entertainment to active participation. It’s less about
owning a product and more about experiencing a system. Screens have trained kids to expect more from play. The question for toy designers is how to lean into this outcome-based play.
The three pillars of modern play
Our analysis of kids’ own language regarding play aligns with one of three pillars. Skill development (kids’ desire for progress, mastery, and solving problems) through play. Creative expression (the desire to express themselves, let their imagination run wild, or author something of their own). Finally, there’s social connection (the opportunity to play with friends and family members, be part of a community, and engage in a shared experience.
When we analyse their own words, we see motivations and social connection emerges as the strongest underlying driver. Fun gets kids in the door, but skill and mastery are why kids stay. This has ramifications for how toys are designed and sold.
Finding
the sweet spot
When surveyed about their motivations for making toy purchases, parents cite fun, educational value, and value for money, with the ability to play together as a family also ranking highly. Kids, meanwhile, are driven by enjoyment, the opportunity to build skills, and social play. These are not competing priorities but overlapping ones. For parents and kids, the sweet spot is play that is fun precisely because it builds skills, it enables social connection and delivers long-term value.
Parents are buying confidence, outcomes they can measure, and a sense of satisfaction that their money has been well spent. Toys have a structural advantage when they can demonstrate excitement and challenge for kids, development, reusability and longevity to parents. According to our
analysis, price resistance is rarely just about cost. It’s about whether the value is clear and sustained over time.
[sub head] What the biggest toy brands have in common
When three to 15-year-olds across the six countries were asked to spontaneously name their top toys, the results are revealing. The Lego brand has a considerable lead at 17 per cent, followed by Barbie at 6 per cent, Hot Wheels at 4 per cent, and a long tail of other brands, generic toys and categories. Whilst this gives an indication of toy and toy brand popularity, there is another way to look at the chart; and that’s to look at the underlying pattern. The toys that consistently dominate are those that ‘flex’ across more than one mode of play.
Take Hot Wheels. You probably think it’s a toy car brand, but it behaves more like a construction system with a narrative skin. Hot Wheels delivers mastery through completing the circuits in the fastest time, creative expression from kids designing their own track layouts, and social play through shared racing. It’s more than a toy car brand; it’s a play system.
Nerf is similar with its foam blasters. It looks like a product, but it behaves like a play system. Nerf is not just about the blaster. It is about the game kids build around it, including the rules they make, how they construct their teams, and the shared experience. Another example is slime, which is about making, mixing, modifying, and sharing. It gives kids the agency to create through process rather than outcome.
The Insights Family is the global leader in real-time market intelligence on the Family Economy. The company owns the world’s largest continuous, independent dataset on kids and parents, empowering brands, agencies, and IP owners to capture the attention of family audiences and drive measurable commercial impact through data-led decision-making. Visit www.theinsightsfamily.com for more information.
The original research was presented by Adam Woodgate, VP Research Solutions at Toy Fair University in New York. The study was primarily based on the responses of 3–15-year-olds in Australia, Canada, Germany, Japan, the UK and the U.S. Scan the QR code to download a copy of Adam’s presentation slides.
“Mapping the leading toy brands against the three pillars, a clear pattern emerges. The best performing brands deliver at least two pillars, and often all three. Lego products score highly on skill development, creative expression, and social connection. Board games deliver on strategy and social play. Barbie excels in expression, creativity and social-emotional development. The toys that struggle tend to deliver on entertainment but are thin when it comes to other dimensions.
The design imperative
The toy brands that consistently win are the ones that treat flexibility as a design advantage, opposed to an afterthought. They produce toys that move between play modes. They speak to kids and parents simultaneously. They design for the long-term, building toys that grow with the kids; toys that can be expanded, and appeal across ages. Remember, longevity is what justifies a premium and earns a place in the home for many years rather than just a few months.
Toys struggle when they are designed around the old model of passive entertainment, fixed outcomes, and a single play mode. In a world where play is now chosen rather than given, those toys are competing against everything in a kids’ life, games, TV and video content, social apps; all of which can deliver skill, creativity, and connection with remarkable efficiency.
The good news is physical toys have something screens can’t fully replicate, and that’s tactile tangibility, shared presence, and the satisfaction of making something real.
The opportunity is to pair those irreplaceable qualities with the mechanics of play that kids expect. Skill building embedded in play but not labelled as learning. Creative freedom with genuine ownership and social experiences that bring friends and family together.
2026 review Fair play!
It’s the highlight on the UK toy trade’s calendar for a reason: Toy Fair never disappoints. Olympia was filled with the best new toys and the companies that make the industry go round between 20 and 22 January. We take a look back at another successful show – and our founder Malcolm Naish’s 60th time attending!
Positive numbers from Circana kicked off a buzzy London Toy Fair 2026 with some welcome good news. Kerri Atherton, Head of Public Affairs at the BTHA, and Circana’s Melissa Symonds announced to the throng of croissant-crumbed press that the UK toy industry had at last returned to growth for the first time in five years. The overall market grew six per cent in 2025, rising to £3.9bn - and if you remove the sales spike during Covid lockdowns, the industry actually saw its first natural growth in nearly a decade.
“What is particularly encouraging is
I love it at Toy
“ ”
Fair
Ross Bradlety
Wilton Bradley
the consistency behind the recovery when trading conditions have remained tough, with toy sales increasing every month of the year and growth evident across both children’s toys and the expanding kidult market,” Kerri said.
That kidult market has almost doubled since 2016, Melissa revealed, today accounting for 30 per cent of all toy sales. By association, sales of licensed toys are also massively up: two of every five toys are now tied to an existing IP, Pokémon chief among them, though modern evergreens such as Minecraft and Lilo and Stitch are holding their own.
Down on the show floor there was a palpable sense that a corner has perhaps been turned. Early on retailers told us that Christmas, though a touch later as seems to be the prevailing trend, was solid. Stock rooms back home were more in need of filling than in the past few years, a welcome issue, and one the more than 250 exhibitors were uniquely positioned to remedy.
KidAntics MD Sarah was
Rainbow’s Anthony Temple and Zara Grinrod raise a 55th anniversary toast with TnP founder Malcolm Naish
staggering amount of new brands and product after debuting at the show in 2025. She told us that retailer feedback had been “amazing”.
At the back of the main hall, show stalwart Wilton Bradley was also enjoying a busy show. “I love it at Toy Fair,” said Wilton Bradley’s Ross Bradley. “There’s a great community feel; everyone knows everyone and that means there’s a really positive energy. We’ve had such an incredible year, and that’s all down to the team who have done such and incredible job.”
MV Sports’ refreshed Kickmaster football range gave members of the trade a chance to show that, not only do they not have a left foot, their right isn’t all that either. MD Dave Poulter told us the updated collection had drawn enormous interest from buyers and was set for a strong year, particularly with this summer’s World Cup on the horizon.
The Rainbow Designs team were celebrating the company’s 55th anniversary. MD Anthony Temple shared
Exhibitors on Toy Fair…
Iain Morgan, CEO, Bladez Toyz
gone by and a glass of fizz with TnP founder and Chairman Malcolm Naish. This year marked Malcolm’s 60th Toy Fair, an incredible achievement. If anyone out there can beat that, we’d love to hear from you.
“The team and I left Olympia feeling very positive about the year ahead, with a strong sense of optimism among retailers and excellent feedback on our range. While the show has felt quieter in recent years, we were still able to connect with the majority of our key customers, which was extremely valuable.
“We see attending London Toy Fair as an important way to support the UK toy industry. Our hope is that the show continues to grow and evolve over the coming years… We’re already looking forward to returning to London in 2027.”
As is tradition, the previous year’s most influential suppliers and retailers were feted during the Toy Industry Awards on the evening of day one. Asmodee was the night’s big winner, crowned both Toy Supplier of the Year and Toy of the Year for Pokémon Trading Cards – reflected by the packed nature of the supplier’s stand across the three-day show.
and retailers were feted
Smyths was named overall Toy Retailer of the Year, while The Entertainer earned a Judges Special
Recognition award.
TRA Chairman Geoff Sheffield also unveiled a new gong to champion the “unsung heroes” of toy retail, from those toiling away in the warehouse, to the passionate teams on the shop floor, and those glued to their desks in back offices across the UK and Ireland.
desks UK on this of Events BTHA, said: “The quality of innovation for
Reflecting on this year’s show, Majen Immink, Director of Fairs & Special Events at the BTHA, said: “The quality of innovation on display and the level of engagement from exhibitors, retailers, buyers, media and the wider industry reinforces Toy Fair’s position as a vital and invaluable meeting place for the UK toy industry. A huge thank you to all of our exhibitors, visitors and contractors for their efforts and contributions which helped make Toy Fair another great show.”
Toy Fair returns to Olympia 1921 January, 2027, with exhibitor booking opening this month.
opening
Thames & Kosmos’ Ian LydonJames and Emma Hanlon get their head in the game
Bigjigs Toys founder and MD Liz Ireland showcases the company’s new foray into licensing
Galt/Jumbo’s Jacqueline Taylor-Foo hits the highs with best-selling game Hitster
Team Zimpli blow the competition out of the water with Baff Bombz
Team Battat showcase their latest and greatest
Craft Buddy had a fantastic Toy Fair, the first of many events for the team this trade show season
We caught up with MV Sports MD Dave Poulter to learn how weather impacts sales, what’s driving innovation in the category, and marketing big box items as the cost-of-living squeeze continues
The great outdoors
Dave, how did the outdoor toys category fare in 2025, and what are your expectations for the year ahead?
Last year was very strong for the outdoor toys category, with continued growth driven by demand for active, family focused play and well recognised brands. Looking ahead to 2026, we expect this momentum to continue as we enter the year with an expanded and refreshed portfolio, including new licensed launches such as SpongeBob, Toy Story and Dora, alongside continued investment in our own brand heritage. We are also introducing further innovation within Kickmaster, expanding wooden ranges and garden games under Hedstrom, and entering new categories such as car accessories. Alongside product development, we remain focused on engaging closely with retailers through trade fairs, customer visits and bespoke range development, with the aim of delivering strong commercial performance and building on our success with further industry recognition in the year ahead.
How weather-dependent is performance in the outdoor toy category?
Weather can influence short-term demand in the outdoor toy category, particularly during peak seasonal periods, but it is not the sole driver of performance. We focus on developing ranges that offer flexibility, with many products suitable for both indoor and outdoor use, helping to maintain momentum regardless of conditions. Alongside this, we prioritise easy assembly, portability and clear play value, allowing families to engage with products whenever opportunities arise. From
Weather can influence short-term demand in the outdoor toy category, particularly during peak seasonal periods, but it
is not the sole driver of
performance
a commercial perspective, we work closely with retailers on range planning and promotions that are not solely weather led, supporting more consistent performance across the season. You are fairly limited on the types of products in this category, from a ride-on or garden games/frames perspective. How do you bring
innovation and newness to your lines?
Innovation for us comes from paying close attention to how the category is evolving rather than trying to force radical change. We look closely at consumer trends, emerging licences, and new materials or features that can refresh familiar product types and keep them relevant for today’s families. Alongside this, we are increasingly exploring new product types, such as car accessories, which allows us to broaden our offering within a well-rounded licensed portfolio. This approach enables us to introduce genuine newness while staying aligned with how families use
durability, multi-use play and features that extend a product’s lifespan, helping families feel confident in their purchase. From a marketing perspective, we work closely with retailers through ongoing social media activity and our Retailer Toolkit, which provides assets and content to support strong online listings. This helps ensure product benefits are clearly
point of purchase.
How are cost-of-living and other price pressures impacting what is a midrange priced category – and how does that inform your product development and marketing?
We are very conscious of the need to clearly demonstrate value through both product development and communication. This informs how we design ranges, with a focus on
These are often larger items and difficult to display in smaller stores – how do you help retailers maximise their impact in-store?
Where larger items cannot be displayed assembled in store, the packaging plays a key role in communicating the product. Clear imagery, accurate scale representation and simple feature call outs help shoppers understand size, functionality and play value directly from the box, allowing products to perform effectively in boxed or stacked formats without relying on floor space. This is reinforced through clear imagery, concise feature call outs and wellstructured online listings, supported by our Retailer Toolkit, which provides consistent digital assets to help retailers maximise impact even where physical display space is limited.
Stepping Stones
Empowering through play
WILTON BRADLEY
01626 835400
sales@wiltonbradley.co.uk www.wiltonbradley.com
The Toyrific team believes the best learning happens when children are fully immersed in play. For children aged three to eight, hands-on discovery, imaginative exploration and problem-solving aren’t just fun, they’re the foundations of STEM learning. That’s why Toyrific’s latest range, featuring the Play Tray, Pop Up Play Town, Stepping Stones and Waterwall, has been designed to spark curiosity while supporting key developmental milestones.
The Play Tray is a versatile hub for sensory exploration. Whether filled with sand, water, rice or craft materials, it invites children to experiment, measure, pour and create. Adjustable heights make it suitable for growing children, while the easy-clean
design keeps play practical for parents and educators alike. From early maths concepts like volume and capacity to fine motor skill development, the Play Tray transforms everyday play into meaningful learning.
Pop-Up Play Town encourages imaginative role play while subtly introducing real-world concepts. As children create their own shops, library or theatre, they develop communication skills, social awareness and early problemsolving abilities. Role play is a powerful tool for understanding how the world works, from counting play money to negotiating roles with friends - all building confidence alongside creativity.
The Stepping Stones bring active play into the STEM mix.
Designed to promote balance, coordination and spatial awareness, they challenge children to plan routes, judge distances and test their physical limits safely. Rearranging the stones creates new pathways and encourages strategic thinking and resilience in a controlled environment.
Finally, the Waterwall delivers handson physics in action. As children pour, redirect and experiment with water flow, they explore cause and effect, gravity and motion. Modular components allow for endless configurations, encouraging experimentation and iterative thinking
Toyrific’s Commitment
Together, these products reflect Toyrific’s commitment to purposeful play. By combining movement, creativity, experimentation and imagination, children are empowered to question, explore and build confidence through discovery. Because when play is thoughtfully designed, learning comes naturally.
It’s a big year for football with the FIFA World Cup, and demand for the sport will be at an all-time high – including within the outdoor toy aisle, where Stay Active KickerBall remains top of the league for football fanatics. Character Options’ hugely popular KickerBall is a 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 the 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.
Outdoor play remains a key priority for families, and for 2026 the Paw Patrol outdoor toys and ride-ons range from MV Sports returns with an all-new refresh designed to maximise shelf impact, play value and seasonal relevance. Updated with bold graphics, enhanced features and trusted construction, the refreshed 2026 collection brings together high energy and interactive play that encourages movement, confidence and imaginative outdoor fun, all powered by one of the strongest preschool licences.
Taking centre stage is the Paw Patrol 6v Electric Bumper Car Ride On, a real showstopper that delivers instant excitement. Designed to recreate the thrill of the funfair at home, this ride on features full 360-degree spin, dual direction joystick control, LED lighting and sound effects for immersive play. Full surround anti-collision strips, a
moulded seat and stable construction help keep play safe and controlled, while the compact design makes it suitable for both indoor and outdoor use. With strong feature call outs and high perceived value, this is a standout hero product for 2026.
Completing the offer are...
For younger riders, the Paw Patrol Deluxe Bobble Ride On offers a supportive and confidence building introduction to independent movement. Ideal for first time riders finding their feet, it features a sturdy steel frame, wider handlebars for easier steering and a double rear wheel design to improve anti tip stability. A moulded ergonomic seat and soft grip handles provide comfort, while puncture proof EVA tyres allow for smooth use across different floor types.
Bright character graphics and a shaped plaque ensure strong visual appeal, making it an excellent gifting option for
versatile supporting lines including the Paw Patrol 12 Piece Play Mat, creating a soft and safe play space indoors or outdoors, and the Paw Patrol Quick Up Bean Bag and Target Game, a portable, easy to assemble option ideal for play dates, holidays and garden use. With its all-new 2026 refresh, strong character recognition and development led design, the Paw Patrol range delivers a compelling, high-energy opportunity for retailers looking to drive outdoor play, gifting and seasonal sell through.
early milestones. Supporting early balance development, Paw Patrol 12” Balance Bike with Light Up Wheels adds movement and excitement to every ride. Motion activated multi coloured light up wheels increase visibility and fun, while the durable steel frame and puncture proof tyres offer reassurance for parents. Adjustable seat and handlebar heights allow the bike to grow with the child, extending usability and improving overall value. This product sits perfectly within the transition stage between ride ons and pedal bikes.
Beyond wheeled play, the range extends into garden games with the Paw Patrol 4 in 1 Bumper Box of Garden Games, combining four classic ball games in one convenient set. Designed for shared family play, it supports coordination, social interaction and active outdoor time throughout the year.
Put a wheel in it!
SHINER
0117 20 20 120
sales@shiner.co.uk
shiner.co.uk
Shiner Ltd, the EU/UK action sports and lifestyle distributor and licensee for iconic children’s brands Heelys and Tony Hawk Signature Series, maintains its strong sales momentum from 2025 with the launch of new SP26 collections. With a continued focus on outdoor, wheeled toys that promote active, healthy lifestyles, Shiner’s flagship brands respond to growing parental demand for engaging, screen-free play alternatives.
Heelys, the original two-in-one wheeled shoe launched in 2000, combines skating and fashion, allowing kids of all ages to transition seamlessly from walking to rolling. This lowimpact activity supports cardiovascular fitness and develops balance and coordination, whilst encouraging self-expression through a wide variety of designs.
The recently released SP26 collection features 21 SKUs, introducing the new Pro 25, the next evolution of the fan-favourite Pro 20 model.
The Pro 25 delivers a modern update on an iconic 90s silhouette. A thick, padded collar provides comfort and a secure fit, while the oversized tongue reflects the current trend for puffy skate styling. Available in three colourways, the launch campaign is fronted by Landon Barker, American rapper and son of Blink-182 drummer Travis Barker.
Another skate-inspired highlight is the Kolect, returning for its second season. The collection is completed with refreshed and new colourways across evergreen styles; the Pro 20, Rezerve, Snazzy, Veloz and Classic.
With skateboarding now firmly established as an Olympic sport, participation and popularity continue to rise across all age groups, making it a natural fit for toy and lifestyle retailers. By delivering great-looking, highly functional boards, Tony Hawk Signature Series aims to inspire confidence and encourage the next generation of influential skateboarders.
Those new to skating can start strong with the 180 Series, which comes ready to skate with no assembly required. The Tony Hawk Signature Series 180 Wingspan Complete 8” features the iconic hawk graphic in bold colours, combined with a full maple deck,
Did you know?
Tony Hawk personally approves every component and pro-quality graphic throughout the Tony Hawk Signature Series range, meaning each product has the look and feel of a professional skateboard — without the premium price tag.
The great outdoors
ONE FOR FUN
sales@oneforfun.com
www.oneforfun.com
HGL and Tobar, brands from One for Fun renowned for their exciting outdoor ranges, are bouncing into spring/summer with a vibrant collection of classic and contemporary outdoor toys designed to get kids moving and having fun.
Leading the way is the much-loved Hopper collection, where nostalgia meets modern play. Under the Tobar Classics range, buyers can rediscover a true vintage favourite with the Retro Space Hopper. This iconic 1970s design is the original orange hopper that everyone knows and loves. Just as fun today as it was then, the 60cm hopper includes a foot pump and is suitable for children aged six and over. Adding a modern twist is the Flashing Space Hopper, featuring LED balls inside that activate as it bounces.
Highlights from HGL include the colourful Inflated Rainbow Balls. These 12cm neon soft-play sports balls are available in both football and basketball designs. Made from a soft yet durable material, they are lightweight, easy to grip and suitable for both indoor and outdoor play, providing hours of active fun.
Younger children will love the Bubble Scooter, available in either a magical unicorn or a roaring dinosaur design. With three wheels for added stability, this fun and safe scooter sparks imagination while building confidence. A bubble machine attached to the back adds an extra layer of excitement, creating a trail of bubbles wherever little riders go.
For families looking to pack maximum fun into one box check out the Fantastic Summer Fun Box. Designed to deliver endless entertainment, this 12-piece set includes a flying glider, flying disc, sticky target game, classic kite and more.
The ever-popular HGL Foam Gliders return in two bright colours and two sizes. Lightweight, durable and easy to assemble, the large glider is ideal for parks and beaches, while the standard size makes a perfect pocket-money purchase. For energetic play without running around, the Light-Up Hula Skipper is guaranteed to wear kids out in one spot, and when it’s time to slow things down, Playground Chalk encourages outdoor creativity.
2026 review
Unusually heavy snow didn’t dissuade the 58,900 visitors (up 2.5 per cent) who travelled in from 121 countries for the 75th Spielwarenmesse, despite the UK vanguard’s warnings on LinkedIn to ‘bring your skis’.
Snow business
A snowy start did not dissuade the nearly 60,000 visitors in attendance at the 75th Nuremberg Toy Fair. Here we report back from the biggest toy fair on Earth
The return of the popular ToyPitch format followed the opening ceremony for teh 75th Nuremberg Toy Fair, giving companies of all sizes the opportunity to take to the stage and win over the crowd with their latest and greatest products.
Nick Harman, whose company Randimals went viral at London Toy Fair last year, was among them, telling us he was “thrilled for the opportunity” to get in front of so many media and buyers.
“We have distributors already in the UK and here in German, and we’re looking at taking that next step internationally,” he said.
Josie Davis, Senior Brand Manager, Moose Toys showcased Gui Gui. “It has been a hit in the UK and US, and we’re launching the brand in Germany here at Nuremberg Toy Fair,” she said. “This is a huge focus for us with lots of big, exciting things to come. It taps into the beauty and self-care trendand there’s a keyring, which of course Gen Z absolutely love!”
One of the big licensing stories from the show was Tomy’s partnership with All3Media. Tomy will handle international distribution and product development for The Traitors games portfolio, which spans a variety of formats.
Benjamin CroucherPhillips, Senior Brand Lead – Games, Tomy, gave us a look at what’s in the pipeline.
“What people in the UK may not realise is that The Traitors is a massive phenomenon internationally, and each country has its own version,” he said.
“That brings some interesting challenges from a brand perspective, but it means there’s a real fanbase out there and lots of excitement from buyers.”
At the UK pavilion, Jason McKenzie, Commercial Director at Paper Engine, told us: “We’ve had a great show, meeting so many of our UK and international clients.
Nuremberg is one of the key places for international growth.
This
is our third year now, and it has become an integral part of our sales calendar. You’ve got to be here
“ ”
Jason McKenzie Commercial Director, Paper Engine
integral part of our sales calendar. You’ve got to be here.”
Elsewhere the Santoro team were busy launching a new brand in Europe.
“The show has been amazing for us so far,” said Sales Manager Lavinia Timis.
“Our new creative Harmonie Lane brand has been really popular, alongside our other best-sellers that we’re known for. We have a great location here, with plenty of curious walk-ons. A great mix of new and familiar faces.”
Hornby was also debuting something fresh: it’s new botanical model range, Flowers grown by Airfix. Dale Luckhurst, head of brand for Airfix told us: “We’re launching Flowers here at Nuremberg, a really exciting new direction for Airfix. The whole purpose of this category is to get in front of a new audience, new consumers and new trade partners.”
This is our third year now, and it has become an
With exhibitor satisfaction high cross the board (90 per cent of companies plan to return next year), Christian Ulrich, Spokesperson of the Executive Board at organiser Spielwarenmesse eG, said the event “has once again underlined its role as the central meeting point for trade, industry and media.”
Josie Davis, Moose Toys
Jason McKenzie, Paper Engine
Lavinia Timis, Santoro
Dale Luckhurst, Hornby
40 years of PR specialist Mason Williams PR
Rita Rowe, Managing Director, Mason Williams Consultancy, reflects on 40 years of incredible clients, campaigns that make an impact, and what the future holds for its dynamic team
Mason Williams is now in its 40th year. That must feel like a real achievement?
It’s a bit surreal, isn’t it? It seems like last year that John Williams and I were working out of a little office in Peter Street, Manchester as a start-up agency recruiting contestants for the British Monopoly Championship. This was our first account, and we worked 18 hour days to make it sensational.
“
We were incredibly lucky that, as a tiny start-up, we instantly attracted big name clients. Waddingtons Games was our calling card, but they were followed by Granada TV, Schwarzkopf, Breville, Rowenta, Compass Group, Chicago Town Pizza, Krupps - all household brands and names.
Our future is really all about people, those within our team and our clients’ teams
Rita Rowe, MD, Mason Williams Consultancy “
Right from the start we were super selective about who we worked with and that policy exists today as it did then. We’ve also been a bit intense about reporting and evaluation. We invented the acronym DIMAD or ‘did it make any difference?’. From the start we’ve always challenged clients and forced them to make decisions in their own best interests. Most love that approach, but some don’t!
What have been your favourite toy and games products that the agency has worked on?
Toys and games have always been a huge part of our world. I still get a buzz out of walking around Toy Fair on the first day and seeing not just the new toys and games we represent but also what our competition are doing.
I recently went to my 38th Toy Fair event, and with so many great clients it’s a bit difficult to pinpoint favourites. I think the 28 years we spent working with Waddingtons, which
became Parker Brothers and then Hasbro, has to be a standout. I’m not sure many other PR agencies had a client for so long.
Today we love working with Elf on the Shelf, Asmodee, VR Distribution, Mighty Wheels, and we are also about to work with… watch this space!
How do you keep yourselves fresh and creative after such a long time?
I think it is important to keep track of changing mind sets. After all this time, the media environment has completely changed. I think listening is a key attribute. If I feel I’m losing touch I spend time with my younger colleagues and just listen to the things that they experience and where they get their influences from. I’d cite TikTok as an example. It won’t be a surprise to anyone if I say it’s not a medium I follow closely but I understand its importance as a message delivery system so we have to use it. I try never to say “in my day” or anything like that. As an agency we look forward and rarely backwards.
What do you see will be the major influences in the toy and games world this year?
I see two complementary themes emerging. Firstly AI, Virtual Reality and Augmented Reality will produce immersive toys and games way beyond anything we have seen up to now.
Kids want the best of both worlds and this year we are seeing even more toys that connect, respond and feel truly interactive. Toys of choice are becoming more like little personalities rather than just objects on a shelf.
Eco-friendly materials and thoughtful packaging are moving from nice to have into the must have category. Families really care about what goes into the toys they bring home.
Movies, games, anime and fan communities continue to create instant buzz. And we all know how quickly TikTok can turn something into an overnight craze.
But, and it is a big but, I also believe that parents will push back against increasing screen time and electric
figures replacing human best friends Traditional “family that plays together” games remain so important.
What are your plans for the future?
Our future is really all about people, those within our team and our clients’ teams. We have an incredibly passionate team at Mason Williams and they are the reason we have lasted 40 years and are still growing. Everyone brings something different to the table and that mix of personalities, skills and energy is what makes the agency special.
We are especially excited about the growth of our Family Fun and Storytelling division, led by Lynsey Sizer, who came to us with incredible experience from Mattel.
So our plan is simple: we want to keep growing our people, keep developing new talent, and keep nurturing the brilliant team we have. We know we can take on even bigger challenges in toys, games and puzzles, and continue delivering campaigns that make a real impact.
The next chapter is all about our people, their passion and the culture we’ve built together. That’s what will take us through the next 40 years.
US ToyAssociation’s Toy
Tariffs and the Toy Association
Greg Ahearn, president and CEO of The Toy Association, shared a candid account of the organisation’s work on tariffs, AI safety and charitable initiatives during a meeting with international media at New York Toy Fair 2026. TnP editor Rhys Thomas reports back
Two topics loom large in the States: tariffs and the rise of AI. Just a year ago, President Trump had yet to announce his widespread and capricious tariff policy, and for the vast majority of us, AI was simply a handy tool for meal planning or transcribing Teams calls.
In a meeting with International Media Delegates at New York Toy Fair, including Toys n Playthings, Greg Ahearn, president and CEO of The Toy Association gave us his playbook in tackling these topics. He spoke about what has happened, and what he and the rest of his team hope to implement in the coming 12 months, part of a three-year plan to overhaul the organisation’s influence and advocacy network in service of its members.
“It has been an unbelievably amazing year filled with accomplishments, issues and challenges, and change,” he said. “Through it all the Toy Association has continually lived up to its mission where we continue to be a uniting force that brings folks together, working first and foremost in service of our members.
“Tariffs weren’t even happening at this time one year ago. Now we sit on the other side of it, I think there’s two words that come to mind. The first is uncertainty, and that is the enemy of any business, because you become very conservative.”
He said the volatility of shifting tariffs led to reductions in capital expenditure, limits on organisational scale and the appetite for hiring new talent, and made launching “that new thing you think is going to be great, but don’t actually have much information to go on” far riskier. In short, companies cut costs, closed ranks, and looked to weather the storm rather than grow.
“That’s not great,” he said. “We are an industry that relies on creativity and innovation.”
Resilience is the second major point, Greg says.
“I’ve worked in manufacturing, and the reality is that 60-70 per cent of your product assortment in any given year disappears. That’s the nature of this industry: you have to reinvent that
“
much of your business with extensions and new lines every year. When you’re dealing with the level of upheaval of starting at a 50 per cent tariff, then quickly going to 145 per cent tariff, particularly during some of the key production months, it’s very difficult to be resilient.”
It has been an unbelievably amazing year filled with accomplishments, issues and challenges, and change
Greg Ahearn, president and CEO, The Toy Association
”
Tariffs have fallen and stabilised around the 20 per cent mark (at time of print), but last summer Greg says there was a “great pause” at toy factories around the world. “At all levels of toy manufacturing, they couldn’t take that risk.” Some looked to India as the remedy, but of course it wasn’t quite that simple. In response, The Toy Association organised weekly tariff talks with the industry’s major players to help provide guidance, share pain points, and keep businesses operating. Greg joked that one member said he half misses those meetings because,
even though times were tough, “at least they knew everyone was in this together”.
So how is The Toy Association responding? One of the biggest changes over the past 12 months is an influx of experts, well placed to campaign on behalf of toy companies. Greg hopes to have toys added to the list of product categories currently exempt from tariffs, such as books, because of their importance in the development and well-being of kids.
“We made a concerted effort to rebuild the muscle of our advocacy group, and we’ve built out a great team in the last year, building up relationships from the state level up to the federal, with groups hard at work in Washington DC,” Greg says.
“Using tariffs as the example, we very quickly created relationships with the Department of Commerce, Department of Treasury, the White House, the Office of the First Lady, and the Executive Branch of the administration. For a $45bn industry – and no offence to the tech industry, but we were not walking in with a golden piece of fruit as an offering to be heard - we punch above our weight. I think that’s because people know toys, and understand the intrinsic value of toys and the importance of toys to children. We’re leaning into that, and really trying to foster those relationships.
“This time last year, we had nothing in DC. But our involvement in last year’s White House Easter egg event has put us in a position where we are being talked about by the First Lady’s Office, which organises that event, as an industry they want there and as an industry that is trying to do good.”
Greg underlines that The Toy Association is “politically agnostic”, and the work would take place whichever party was in office. “We are only there to promote the safety and well-being
of children, and the transformational power of play,” he says.
Difficult as it was, Greg says the foundations laid by the tariff response paid dividends when reports of rogue AI found in toys hit headlines amid the holiday shopping period.
“That exploded so fast,” he says. “The PIRG report came out in November. The discussions and letters that were sent from Senators’ offices came in December. We arrived back in January. There are now, I believe, 57 bills across 37 states. If we had not gone through tariffs and built up our advocacy group, our communications group, we would not be where we are and able to respond as quickly as we are. We are organising meaningful discussions with the top manufacturers in our industry, creating a thoughtful approach to AI, and putting that in place, really quickly. Our goal is to get ahead, get to legislators, and be part of the solution.”
Already, the association is in meetings with top legislative bodies to help shape the future rules for AI and toys. “I’ve spoken with them, and we told them we want to work on the guidelines for AI in toys, we already have a headstart, and we want to move it to the federal level,” Greg says.
“
Our goal is to get ahead, get to legislators, and be part of the solution
Greg Ahearn, president and CEO, The Toy Association
What’s next for The Toy Association?
“In short, lots,” Greg says. “We are in the most creative and innovative industry in the world, so we cannot be a staid, old-fashioned association. We need to be creative and innovate, too.”
One small but important change this year is the launch of The Toy Desk, a formal point of contact for anyone in the industry to receive expert guidance on everything from shipping to Shein.
“If you call us up and you have a container that’s stuck, we will help you. If you don’t know how to work with influencers, we’ll help you. If you don’t know about social media, how to start a credit, you’re unsure about the Target Buyer Program. What’s Temu and Shein?
What’s a TikTok shop? We will answer any and all questions,” Greg says.
“We already do this stuff, but we’d never formalised it – so we are. We are in the process making sure we have the right people in place, a single point of contact, and that we give it a name: The Toy Desk. Think of it as the Geek Squad for the toy industry. We’re all geeks here in this industry, but that was taken by Best Buy, so we couldn’t use that!
“This is just a prime example, and my favourite, of how we can provide lines of communication to all the expertise we have as an association – and lines that companies can and want to use.”
Beyond industry advocacy and support, Greg also wants the association to continue its work in positively impacting the lives of kids. This year’s Toy of the Year Awards was a landmark event, the first ever to raise $1 million for charity.
“That’s all kudos to the Toy Foundation, who are doing a fantastic job,” he says. “There are very, very few one-night, New York City-based charitable events that are $1 million events, and now we’re one of them.”
Reflections on New York Toy Fair
Gwen
Ottenberg, owner of Imagine That Toys, an independent toy retailer in Kansas, USA, reports back from her visit to New York Toy Fair 2026
New York Toy Fair remains one of the highlights of my year. As the second largest toy buying show in the world, it offers something truly special: the entire toy industry gathered under one roof. From small, local manufacturers debuting their very first lines to the biggest global companies unveiling major launches, the breadth of creativity and innovation on display is unmatched.
What I love most about Toy Fair is the sense of wonder. You can see the excitement and heart that people have poured into their products. Every booth tells a story. Every inventor, designer, and sales team is there because they believe in what they’ve created. That passion
Every inventor, designer, and sales team is there because they believe in what they’ve created “ ”
is contagious. It’s impossible not to feel energized walking the show floor.
This year was particularly exciting because we were given a glimpse into the future of play. I saw more prototypes and coming soon concepts than ever before. There’s something magical about seeing that final stage before a product is truly born — the tweaks, the testing, the anticipation. It’s a reminder that toys don’t just appear on shelves; they are dreamed up, refined, and brought to life by people who deeply care about play.
On a personal level, this year was especially meaningful. Several close friends exhibited for the very first time as manufacturers, having taken the leap into owning their own companies. Watching them stand proudly in their booths was incredibly rewarding. Even more exciting, two close friends took home TOTY (Toy of the Year) awards. Celebrating their success together was a powerful reminder that while this is a business, it’s also a community. We truly cheer each other on.
Toy Fair is not just about appointments and order writing. It’s about playing, laughing, and reconnecting with why we all entered this industry in the first place. There was a tremendous amount of joy
on the floor this year — people testing games, trying out new plush, engaging with interactive displays. The overthe-top booth designs and costumed characters add to the magic. (I even had the chance to snap a photo with what felt like a life-sized Calico Critter!) That sense of fun is essential. After all, we are in the business of bringing happiness to families.
From a retail perspective, the timing of Toy Fair is strategic. I saw many products that will be arriving in store within the next month, perfectly positioned to kick off Easter selling — the second most profitable season in the toy industry after Q4. Being able to identify those winners early and plan accordingly is invaluable.
Perhaps most importantly, Toy Fair puts decision-makers in the same room. Owners, founders, and VPs of sales are present and accessible. Meaningful conversations happen. Partnerships are mapped out. Problems get solved. There is real momentum created during those few days in New York.
Toy Fair reminds me every year why I love this industry: creativity, community, collaboration — and, of course, play.
Gwen Ottenberg is a Certified Balloon Artist, Certified Play Expert, Certified Master Retailer, and proud member of the American Speciality Toy Retailing Association (ASTRA), with decades of experience in what she calls “the business of fun”. Visit imaginethattoys.net for more.
Gwen with Nadav Maoz, CEO, Nova Toys
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