Chairman Malcolm Naish malcolm@lemapublishing.co.uk
Managing Director
Mark Naish
mark@lemapublishing.co.uk 01442289953
Sales Director
Claire Naish
claire@tnpmedia.co.uk 01442 289937
Editor Anthony Clarke
ant@tnpmedia.co.uk 01442 289939
Assistant Editor Naomi MacKay naomi@lemapublishing.co.uk
Retail Editor Clare Turner clare@lemapublishing.co.uk
Assistant Editor
Rhys Thomas rhys@lemapublishing.co.uk
Production Director
Paul Naish
paul@lemapublishing.co.uk 01442 289933
5 Leader with Anthony Clarke
6 What’s New
The latest products that you need to get your hands on
8 News The latest from the industry
46 Talking Retail
Toy retailers across the country weigh in on increasing price pressures, and reasons to be optimistic
66 Don’t Miss
Must-stock items for retail
48 Outdoor and Wheeled Toys
The season’s must-have category gets taken for a spin
56 Stationery and Back to School
Is it nearly that time of the year already? Learn what’s hot to prep for the summer sales spike
18 Toymaster May Show
Discover who’s showcasing their latest toys in Harrogate this month
44 Las Vegas Licensing Expo
The biggest show in licensing returns to the Vegas strip
Lema Publishing Ltd Unit 1
14 Cover story
TnP chats to Craft Buddy’s Dan Ward to learn more about the arts and crafts specialist’s ongoing success
60 Retail Interview
Award-winning retailer Kamlesh Amin tells Clare Turner the story of his family-run business JJ Toys. His secret weapon? Gelato!
64 Retail Interview
Clare Turner catches up with Firestorm Games’ George Read as the chain opens its sixth store
16 Indie Opinion
Broomstick Industrial Estate High Street Edlesborough, Buckinghamshire LU6 2JA
At the heart of retail
A lacklustre Easter won’t stop Imagine Toy Shop’s Maggie Tibbenham from gearing up for the Toymaster show
63 Retail Opinion
John Ryan explores creative ways to increase customer dwell time in-store
Wow, what a whirlwind year it’s been. That’s right, 12 months ago I took the helm at TnP not quite sure what I’d let myself in for. In my first leader column back in May 2024, I described myself tapping away “irrelevantly and irreverently”, having only been on the job for a fortnight. By now, having met, worked alongside and interviewed a whole host of toy industry folk, from suppliers to retailers, buyers and designers, I’d like to think my tapping has become slightly less irrelevant. One reader even caught me in the aisle at Toy Fair back in January, beaming a smile, to share that they’ve learned a thing or two from the issues I’ve edited. They even pulled a fact from my month in numbers page out of their back pocket (metaphorically, of course). I know, I’m as surprised as you!
Seriously though, it’s been a great year getting to grips with a new industry. My initial apprehension was soon forgotten after meeting so many of you at last year’s Toymaster May Show. It’s an industry favourite date in the calendar for a reason and, while there’s no doubt that real business takes place at the Majestic, it’s a genuine heart and soul show that’s just as much about the community and relationship-strengthening catchups as it is order sheets. It’s a great thing that many industries sadly lack.
to report. And though sometimes those answers cast a darker shadow than in recent years, it’s been a pleasure nonetheless to learn from legends of the toy trade and champion the innovation it’s known for.
This issue we return our focus to Harrogate in our Toymaster May Show preview, your guide to the exhibitors, new members and goings-on later this month, which starts on page 18. We also take a look at the upcoming Licensing Expo in Las Vegas –admittedly a little further to travel than Harrogate – and the toys inspired by TV and movie franchises that are selling like hot cakes.
Craft Buddy adorns our cover this month, whose innovative crystal art products have become an international hit. Head of sales Dan Ward takes me through the ups and downs the company traversed on its road to success, why picking the right licence for the right product is key (and why even they don’t always hit the nail on the head), and the “creative mayhem” that is Craft Buddy R&D. Head over to page 14 for a great read with some real insight into how to build a winning toy brand.
My initial apprehension was soon forgotten after meeting so many of you at last year’s Toymaster May Show. It’s an industry favourite date in the calendar for a reason
”
It’s also been a year of shifting priorities for many in the trade, both at the coal face of retail and in the head offices of toy suppliers. Supply chain crises, trade embargoes and tariffs, an on-going squeeze on the cost of living, there’s been a lot to contend with. From a journalistic perspective, that means plenty to write about, questions to ask, answers
We also caught up with the team at JJ Toys, a retailer that’s been part of people’s lives in and around London for more than 50 years. Their secret to success? Ice cream or, more specifically, gelato, which is 10 times better. And Firestorm Games manager George Read took us behind the counter at the growing chain of stores beloved by board game enthusiasts, trading card collectors, war gamers and Gunpla fanatics. The chain opened its sixth store in Gloucester last month, driven by a communityfirst ethos that has won it a dedicated customer base. Two fantastic stories that speak to the opportunities of retail done right.
The TnP team will be up at Harrogate later this month, so do grab us and say hi. See you at the Maj!
01217488000 | info@mvsports.com | www.mvsports.com
Outdoor play is getting a major upgrade for 2025, with MV Sports introducing the 4-in-1 Bumper Box of Garden Games. Available in Bluey, Paw Patrol, Peppa Pig, and Spidey and his Amazing Friends, these licensed sets offer four classic games in one bundle: pop and catch, sticky catch, a target shot game, and a bat and ball set. Designed to encourage hand-eye coordination and active social play, these sets are a must-have for families looking for outdoor fun.
info@commotion.co.uk www.commotion.co.uk
Commotion’s new tickit Translucent Colour sand and water play accessories have just landed and are already making a splash – just in time for summer! The new lines include Translucent Colour Flexi-Tubes, Pouring Buckets and Stacking Cups. Each set includes six different colours, ideal for mixing and matching with the popular Buckets, Jugs, Funnels and Pipettes from the same range.
Experimenting with water play is the perfect way to encourage sensory exploration and STEM learning. By matching the colours to create a vibrant water wall, or simply using the different sets to enjoy tipping, pouring, splashing or sloshing – children won’t be able to resist getting involved.
Commotion’s existing range of Translucent Colour Play toys and accessories is great for understanding colour, counting, sorting and construction. Each product comes in the same six colours, making the sets ideal for mixing and matching.
trade@craftbuddyltd.co.uk
www.craftbuddyltd.co.uk
Craft Buddy has launched its new collection of make, learn and collect Crystal Art Wildlife Buddies, an exciting new range of 20 dazzling animal kits. The wooden, 11cm-tall collectibles bring the wonder of nature to life with sparkling crystal art and an educational twist, making them the perfect mix of creativity and discovery for kids and adults alike.
The launch range features five themed wildlife locations: safari, jungle, ocean, down under, and misunderstood, each featuring four incredible creatures to make and collect. Each one has an exclusive Edu-card, packed with fascinating facts, plus a QR code that links to the Craft Buddy website for further interactive learning.
Each Edu-card included is the size of a trading card, making it easy to collect, trade, and keep. Parents and teachers can use them to spark curiosity in young minds, encouraging kids to appreciate the natural world in a fun and interactive way.
As with all Crystal Art Buddies, the easy-to-follow process makes them suitable for anyone aged six-plus and offers a fun, hands-on activity that’s also relaxing and mindful as well as a shared family experience.
Gary Wadhwani, director at Craft Buddy, said: “Wildlife Buddies are the latest innovation in growing the enormously popular Buddies range; as a parent I appreciate not only the importance of creative play but the added value when it’s combined with fun learning.’’
LEGO
www.lego.com
The Lego Group has announced a new wave of nine Lego Star Wars building sets ahead of the annual May the 4th celebrations. The new sets will be available from May 1, and include the newest addition to the Ultimate Collector Series: Jango Fett’s Firespray-Class Starship. This 2,970-piece set features an authentic interior, a movable main entrance, adjustable blasters and seismic charges. It can be displayed in landing position or upright flight position and comes with a sleek display stand.
Builders can also explore all the intricacies of the Kylo Ren Helmet building set as the newest addition to the helmet collection. The set has 529 pieces of pure dark side detail. The Jango Fett Helmet (pictured) as seen in Star Wars: Attack of the Clones, brings to life unique details such as the adjustable rangefinder antenna.
Also available: Brick-Built Star Wars Logo set, Chopper (C1-10P) Astromech Droid building set, Kylo Ren’s Command Shuttle building set, Rebel U-Wing Starfighter set, and BrickHeadz Luke Skywalker (Rebel Pilot) and Revenge of the Sith Heroes and Villains sets.
Kidicraft sales@kidicraft.com sales@elevatedproducts.co.uk
New from Kidicraft, in partnership with Elevated Products, comes a collection of luxury jigsaw puzzles by Mike Howley. Designed with discerning puzzle enthusiasts and art collectors in mind, they’re built to be assembled, admired, and treasured. Made with premium blue board, and treated with Kidicraft’s all-new Luxury Soft Touch Coating, these puzzles promise a rich, refined finish, and exceptional durability. Even the retail box front is wrapped in the same luxurious soft-touch finish, making it a joy to open and a statement piece on any shelf.
The launch collection includes 12 exclusive artworks, featuring awe-inspiring natural landscapes all meticulously painted in stunning detail. Each puzzle becomes a gateway into Howley’s visual universe, offering a new way to connect with his celebrated art.
“This collection is a way for people to literally piece together my art in their own hands,” said Michael Howley.
MEGA Midsummer Mayhem is the Toy Trust’s summer fundraising campaign for 2025, building on the success of 2024’s Midsummer Mayhem. This initiative invites the toy industry to engage in a range of fundraising activities to support the charity Kids Inspire.
Toy industry members can choose fundraising methods from physical endeavours to creative events. Participants can apply to take on exciting challenges such as the Tough Mudder, inflatable assault courses and half marathons. The toy industry is also encouraged to get creative and organise their own fundraising events.
The Toy Trust needs you and your team to raise funds this summer in any way you
In an interview on CNN Business with Richard Quest, Isaac Larian, president and CEO of MGA Entertainment (L.O.L. Surprise!, Little Tikes etc), said “Don’t mess with Santa’s supply chain” and suggested that President Donald Trump’s universal tariffs are going to backfire. He also said that he believes the tariffs could make manufacturing certain toys in the US, “absolutely impossible’’.
It’s only a 90-second view (excusing the initial ad) and well worth watching.
https://edition.cnn.com/2025/04/05/ business/video/trump-tariffs-toy-
can. You can take on a personal challenge individually or as part of a group (or your whole company!) and there are many ways you can do this.
This year, MEGA Midsummer Mayhem is supporting Kids Inspire (www.kidsinspire. org.uk), a charity committed to supporting children’s mental health and helping young people recover from trauma.
Through MEGA Midsummer Mayhem, the toy industry has an opportunity to make a meaningful difference by organising and taking part in fundraising activities, where proceeds will go to those who need it. Be part of the mayhem and sign up today! www.toytrust.co.uk/fundraising/megamidsummer-mayhem/fundraising-ideas
Former A B Gee owner Geoff Smith passed away last month. Geoff joined A B Gee in 1978 and went on to own the company. Anyone who sold to him said he was a fair but hard buyer, and he was greatly admired.
Geoff was also a Fence Club member and past chairman, serving on the Committee as Hon. Charity Secretary.
TnP founder and chairman, Malcolm Naish, said: “It was an honour to know Geoff, and our thoughts are with his wife Pauline and family.”
The Toy Foundation, the philanthropic arm of The US Toy Association, has awarded $405,000 (£304,000) to 23 children’s hospitals and health systems to fund play projects that will help comfort paediatric patients during their medical journey. The funding will benefit more than 245,000 children in need, with a specific focus on hospitals that serve underresourced communities nationwide.
The Play Fund programme is the only industry-wide funding initiative that brings the power of play to hospitals. Uniting the philanthropy of toy companies enables it to fund a variety of projects, from sensoryfriendly play areas to themed arts and crafts activities, and innovative play equipment. As a result, children are more likely to feel a sense of normalcy in an unfamiliar environment, develop positive behaviours and attitudes, and build stronger coping skills.
Pam Mastrota, executive director at The Toy Foundation, said: “Play is a key component of childhood. Having access to play in difficult situations, such as a hospital stay, can provide immense comfort and emotional benefits to paediatric patients as they receive treatment and heal. We are proud that by the end of 2025, the collective impact of our Play Fund programme will have provided the power of play to 825,000 children nationwide since 2021.”
The Toy Foundation’s Play Fund connects the toy industry to vetted children’s hospitals to create a greater impact supporting children in need. Through the industry’s financial donations, the programme has awarded 80 grants to children’s hospitals nationwide valued at $1.6 million (£1.2m) since 2021. The Toy Foundation extends a special thank-you to the programme’s yearround financial supporters: Mattel, Beacon Media Group, and VTech Electronics. To learn about the projects The Toy Foundation funded last year and the benefits children experienced, read the 2024 impact report online.
The Toy Association’s president and CEO, Greg Ahearn, has appeared on CNN’s The Lead with Jake Tapper to deliver a stern and gloomy series of informed observations.
Ahearn said: “No toys are currently being produced in China. And there are reports that major retailers here in the US are starting to actually cancel orders. So, Jake, Christmas is at risk.”
Continuing on the theme, Ahearn said that American companies cannot generate the same production scale as factories in China, with 96% of US manufacturers classified as small or medium-sized businesses.
He continued: “There are some toys that are made here in the US, but they’re mostly paper goods or highly automated goods. And they represent a small portion of the toys that are manufactured.”
He added that it would take
a significant amount of time for American manufacturers to catch up to the pace of their Chinese counterparts: “It would take three to five years to be able to build out the capacity, the specialisation. Again, a lot of the toys that are made in China, as you said, 80% are hand-labourmade toys.
“It’s the face painting on a doll. It’s the hair decorating. It’s placing them the correct way and packaging. A lot of this is hand labour that can’t be automated here in the US.”
Character Options has withdrawn its annual market guidance according to a statement released on April 11 and covered widely in mainstream media including Reuters and The Times. The AIM-listed group said that its ability to accurately forecast sales into the US, which represent about 20% of revenues, had been “considerably obscured”.
The company manufactures about 95% of its products in China, which Donald Trump has targeted with escalating tariffs in a trade war between the world’s two biggest economies. Character’s withdrawal of the market guidance occurred two days after Trump’s announcement of a 90-day pause on enacting and enforcing the new tariffs.
The Toy Association’s Jennifer Lynch looks at how parents around the world consider development when choosing toys for their children
The Toy Association’s MESH to STEAM… and Everything in Between trend, revealed in its 2025 Toy Trends Briefing at Toy Fair 2025, highlights a growing shift in how parents around the world view the role of toys in their children’s development. While educational play has always been a cornerstone of the toy industry, more parents now turn to toys as tools for learning and as resources to support their children’s mental, emotional, and physical health.
“The numbers are clear: 58% of US parents prioritise toys that help children build a skillset, and 52% seek out STEAM-oriented toys that blend fun with learning,” said Kirstin Morency Goldman, senior director of strategic communication at The Toy Association, referencing a recent Toy Association survey of US parents’ views on play and their toy purchasing habits. “The increasing focus on emotional and physical wellbeing is driving a new wave of opportunity for toymakers and retailers.”
More than half of US parents (56%) now consider mental, emotional, and social health a major factor in their toy-purchasing decisions, with a large portion of Millennial parents (64%) leading this trend.
The growing demand for toys that merge education with health benefits offers exciting opportunities for innovation. For example, toys that help children (and adults) manage their emotions through colour-changing elements, calming textures, or sound responses can improve coping skills. Both toy manufacturers and retailers see the MESH to STEAM trend as an opportunity to rethink how toys can holistically enhance children’s lives.
Here’s a few examples of new toys launching this year that encourage physical activity, emotional engagement, or cognitive development:
ThinkFun Friends: Tree House (Ravensburger) is a single-player preschool game that features three levels of play to grow with kids’ abilities, helping them practise matching, visual perception, and fine motor skills.
EdX Education’s Very Hungry Caterpillar My First Rainbow
Pebbles Set sparks creativity and early learning through hands-on play. Featuring art from the classic story, it helps children develop fine motor skills, explore patterns, and learn basic math concepts such as counting and shapes.
Character told investors that the “recent unilateral imposition by the USA of trade tariffs on imports, particularly from China, and the escalating retaliatory measures being adopted have greatly impacted global economic stability in a very short space of time’’. It expects to feel the impact of tax increases in the second half of its financial year to August 31 but is withdrawing its market guidance due to the uncertainty.
The group had previously told investors in January that it expected sales and profit before tax to be at “similar levels” to those reported in the previous year. It posted a pre-tax profit of £5.7 million in the year to August 31 2024 with revenue of £123.4 million.
Character remains “confident” that it will be profitable for the financial year as a whole. The withdrawal statement concluded: “The company continues to have a strong balance sheet with healthy cash balances, and the board is confident that it can ride out this storm.’’
Tangle Furry Fidget Friends (Tangle Creations) are an assortment of soft, bendable, and super-tactile buddies perfect for sensory seekers. The collection expands with four new furry friends to collect: Highland cow, puppy, monkey, and black bear.
The Vtech Drill & Learn Toolbox introduces tools, colours, and numbers. Kids can also use the interactive drill to tighten and loosen screws, as well as spin the gears on the front of the toolbox.
Care Bears Sweet Serenity Bear (Basic Fun!) delivers a layer of sensory play to the world of Care Bears. The 14in plushie’s belly badge, paw pads, and ears feature different calming textures.
To learn more about all the toy trends poised to shape the play landscape this year and to watch our full 2025 Toy Trends Briefing, visit toyassociation.org/trends.
I was made a buffoon in Barbie – it was brilliant
Like other companies in the toy sector and beyond, Mattel has suffered since President Trump’s Liberation Day. In an interview with the Sunday Times, the CEO, Ynon Kreiz, discussed tariffs and, among other things, the success of making the company’s products film stars.
Greta Gerwig, the Hollywood director famed for her Barbie movie, must have been nervous when she first presented her script to the suited, serious and deadpan boss of Mattel. He could have demanded a rewrite ahead of filming.
Kreiz however, with a glint in his eyes, said: “In that script, Barbie is a fascist. Mattel is the worst in corporate America and I am a chauvinist buffoon. I thought… it’s brilliant.”
Many chief executives might have recoiled at the idea of being satirised on the big screen. But Kreiz shrugs: “We take what we do very seriously. But we don’t take ourselves very seriously.”
Kreiz did point out, however, that under his leadership Mattel had reduced the proportion of its toys made in China from 80% to 40%. Unfortunately, Trump’s sky-high tariffs targeted not only China but several other countries – including Indonesia and Malaysia – that contain Mattel factories. These countries at least now benefit from Trump’s 90-day pause on import taxes.
Kreiz continued: “This is what we do. We are very good at managing complexities, volatility and dynamic situations. Over the past several years we have been continuously optimising and diversifying our manufacturing footprint. It is a competitive advantage for Mattel. We are very resilient company with the best people on the ground to help manage through this uncertainty.”
As part of Tomy’s ongoing efforts to streamline its brand and processes and to establish a more coordinated sales approach across EU markets, Mary Wood has been promoted to managing director – Europe.
Additionally, with the upcoming retirement of Kingsley Matthews, sales director UK, Ireland & DE, Emilia Hogan has been appointed as VP Sales-EMEA. Having worked for RC2 before joining Tomy, Emilia has a broad knowledge of the business and is an experienced sales leader, having most recently headed up the Tomy distributor business.
Emilia will initially oversee sales in the UK, DACH, and distributor markets, and will report directly to Mary Wood.
Emilia will be supported in the UK & Ireland by Neil Saunders, who is promoted to head of sales toys, and Ellie Moore, head of sales
Rubies and Paramount Consumer Products & Experiences UK have partnered to launch a range of licensed children’s costumes and accessories based on Paramount’s hit franchises.
New ranges based on Paw Patrol, Dora the Explorer, Teenage Mutant Ninja Turtles, SpongeBob SquarePants, and Avatar: The Last Airbender will target kids of all ages and are set to roll out across the UK and EMEA throughout 2025. Releases will coincide with new content launches from the properties.
”We are thrilled that Rubies has firmly solidified its strong working partnership with Paramount. Together we’ve always had a long-standing relationship, and we welcome them back into our licensed portfolio,” said Fran Hales, head of portfolio and marketing at Rubies, adding that demand for the collection is already high.
Simta Sawhey, senior director licensing at Paramount consumer products & experiences, added: “Bringing our characters to life through Rubies’ best-in-class roleplay items enables kids to become their favourite characters all year round.”
games. The leadership of the UK independent business, which remains a priority, will be handed to Alison Ralley, who is promoted to field sales & senior national account manager.
Mary Wood commented: “These organisational adjustments reflect our commitment to evolving our company to better serve our customers and set a structure to help us achieve our growth ambitions across all our markets. I am confident that our whole team will continue to drive success and innovation across the UK, Ireland and Europe.”
University Games has appointed Adrian Noyce to its sales team in the role of area manager for the Midlands and North.
Adrian brings with him over 20 years of toy trade experience, with over a decade spent at Manhattan Toys and the past nine years at Juratoys UK. A keen gamer in his spare time, Adrian is excited to be joining the team and for the exciting opportunity ahead.
Adrian said: “I’ve found everyone amazingly supportive and friendly and I am looking forward to meeting both new and existing customers in my new role, especially during this prestigious 40th anniversary year of University Games.”
Mark Jones, sales director for University Games and Lagoon, said: “We have a fantastically strong catalogue of product available for 2025, and Adrian’s extensive knowledge and experience in the toy sector is highly valuable, and will bring even greater strength and depth to our already successful University Games sales team in this milestone year of the global business.” www.university-games.co.uk
With the 2025 INDX Toys show set to open in early September, now is a good time to look ahead to its portfolio of shows for 2026. Buying has got an upgrade thanks to a new-look show calendar that responds to buyers’ needs. Designed to give buyers and exhibitors more time to connect, select shows have been extended to three days, plus more shows feature weekend dates, allowing greater flexibility.
Established to provide a fresh approach to trade shows, INDX Shows have become a one-stop community for industry growth, and today, the INDX portfolio delivers 20 business and buyer-focused events every year. The Cranmore Park, West Midlands, event is easy to get to and is a perfect backdrop for doing business with no distractions.
Director of events, Jane Bartlett, said: “The extended show days and new weekend options are all about creating an even stronger environment for successful business to take place. We recommend exhibitors and buyers get the dates in their diary now!”
With a retailer-only admission policy, INDX
The toy industry is mourning the loss of David Strang, founder and CEO of Wicked Vision who passed away unexpectedly on April 21.
Wicked Vision is a leading global toy brand and is known for creating a vast range of fun, edgy, active sports and toys including a bestselling boomerang which brought ‘smiles to millions’.
Heartfelt tributes have poured in from the many that knew him about his energy and devotion, and as one of the industry’s good guys, a genuinely warm and wonderful man, full of life.
Shows are expertly curated by buyers, for buyers, organised by Associated Independent Stores (AIS).
Designed to drive and support business growth, and bringing together unparalleled networking opportunities, access to industryleading brands, and invaluable market trends and insights.
INDX Toys September 2-3 2025 2026 TBA
www.indxshows.co.uk/shows/toys www.indxshows.co.uk
The Baby Products Industry Association’s industry trade awards, sponsored by TnP sister title Nursery Today, have been revamped for 2025 and are now open for entries.
Previously known as the BANTAs and traditionally presented at a gala during the association’s annual Harrogate trade fair, this year the awards will be celebrated during the summer AGM in London.
“We’ve chosen to make an event at our AGM in London in June and present these much-coveted awards there instead, open to the whole industry rather than limited to show exhibitors,” said Julie Milne, general manager of the BPIA.
“This is a totally free event and there is no requirement to attend in order to enter the awards. If the winners are unable to attend, their award will be sent to them afterwards. We are aware of how much these trade awards are coveted and recognised by retailers and buyers as they are judged by industry colleagues and experts.”
There are 14 categories to enter, including baby toys (0-3 years), environment and sustainability, and best new innovation. Entries close 16 May, with winners announced during the AGM on 17 June. Visit surveymonkey.com/r/BPIA_ AWARDS to enter.
Board Game Club’s first grown-up games night of the year will take place on Wednesday May 21 at London’s Century Club – and it’s kicking things off with a mindful twist.
Fresh from a winter hiatus, the club returns with a 2025 programme that launches into a world where calm, connection and cosiness take centre stage. The night’s curated menu of tabletop games has been handpicked to promote mindful play – offering guests a soothing escape from the daily doomscroll and a chance to reset with some gentle, joyful fun.
Lesley Singleton, Playtime PR CEO and co-founder of Board Game Club, said: “With
so much chaos and uncertainty in the world right now, many of us are craving ways to slow down, switch off, and simply be present – and that’s exactly what this playful event is all about. Mindfulness continues to be a timely trend, and we want to explore that theme through a menu of beautiful, thoughtful and quietly brilliant games. It’s the perfect excuse to take a breather from the noise and reconnect – whether that’s with friends, new people or just the moment itself.”
Become a member and receive the latest news and updates on the website: www.boardgameclub.net
Maurizio Distefano Licensing, Italian agent for the BBC Studios’ property Bluey, the much-loved Emmy and BAFTA Awardwinning animated series that was 2024’s No. 1 series on streaming, has announced a busy start to 2025.
The major boost for the globally popular brand came in December 2024 when BBC Studios and The Walt Disney Company announced plans for the first Bluey feature film, which will arrive in cinemas worldwide in 2027 under the Disney banner. It will later stream on Disney+.
Maurizio Distefano, president of the licensing agency, said: ‘’Bluey has already gone above and beyond. Plus, its continuing popularity on multiple platforms – and news that a major film is on the way – will further boost Bluey’s already amazing success in the coming years.”
Disguise, the costume specialist and a subsidiary of Jakks Pacific, has announced a multi-year licensing agreement with Sega of America for the sole rights to create Sonic the Hedgehog costumes for distribution across North America, Europe, the Middle East, Africa (EMEA), and Latin America.
Disguise has already developed full costume lines for major Sonic the Hedgehog properties, including Sonic Prime, Sonic the Hedgehog 2, and the highly anticipated Sonic the Hedgehog 3. These collections have been met with enthusiastic fan response, cementing Disguise’s reputation as the go-to brand for Sonic-themed costumes. With this new agreement, Disguise will continue to expand its Sonic offerings,
ensuring fans can continue to bring their favourite blue blur to life through costumes.
Tara Cortner, president and general manager of Disguise, said: “Securing sole rights to the Sonic the Hedgehog core IP for costumes was a strategic priority for us, as it aligns seamlessly with our growing global distribution network. Disguise has a proven track record of delivering imaginative, high-quality costumes that truly capture the essence of beloved characters for kids, adults and fans alike.”
The new collaboration will allow Disguise to push the boundaries of costume and accessory design, leveraging cutting-edge materials and advanced manufacturing techniques.
Penguin Ventures has appointed WildBrain CPLG to represent The World of Peter Rabbit across the US and Canada on behalf of brand owner and Beatrix Potter’s original publisher, Frederick Warne & Co. Under the agreement, WildBrain will manage the consumer products rights across merchandise, promotions, digital and experiences.
The licensing programme will expand the presence of the classic children’s literary property across multiple categories including apparel, toy, home, gifting, décor and more.
The appointment comes ahead of two milestone celebrations – Beatrix Potter’s 160th anniversary in 2026 and Peter Rabbit’s 125th anniversary in 2027.
David Sprei, commercial director at Penguin Ventures, said: “I am delighted to have made this appointment and am confident that this is the start of a long and fruitful partnership
with Jasen and his team. It was evident early on that their understanding of the brand and ambitions to grow Peter Rabbit were very much aligned with our strategic and creative plans.”
Jasen Wright, VP North America at WildBrain, said: “We are looking forward to working closely with David and his team.’’
Tim Mulhall, CEO at Rubies Masquerade since 2023, has announced his departure and is actively seeking his next leadership role within the toy industry.
Tim joined the company during a significant transition and period of widespread change. During his tenure at Rubies, Tim successfully stabilised the business, identified acquisition opportunities, and laid down the strategy the company is following to maintain its market-leading position.
A spokesperson for Rubies said: “From the outset, Tim approached these challenges with resolve and professionalism, as we navigated a critical phase of transformation within both the business and the wider group. We thank Tim for his hard work, commitment, and service during his time with Rubies, and we wish him all the very best for the future.”
He emphasised the wealth of knowledge he brings to the table, including a deep understanding of international business, manufacturing processes and strategic change management.
Click has welcomed Maddi Tiscoe as its new head of marketing. With over 15 years of experience in brand communications and marketing leadership, Maddi will play a pivotal role in accelerating Click’s growth and market presence.
Lewi Hillier, chief operating officer at Click, said: “We are thrilled to welcome Maddi to our team. Her extensive experience and proven track record within the toy industry make her an invaluable addition as we continue to expand our market reach.”
Prior to joining Click, Maddi led and managed the marketing for the UK and distributors teams at Moose Toys, where she drove innovative campaigns that significantly boosted brand recognition and sales for six years. Her expertise in building impactful marketing strategies will be instrumental in furthering Click’s growth.
“It’s an incredible time to be part of Click, with planned business growth trajectory, and our toys really connecting with today’s kids,”
Maddi said. “I’m eager to collaborate with the team to build innovative marketing strategies that amplify this momentum and deliver even more exceptional experiences to our audience.”
Luke Hillier, Click CEO, added: “Maddi’s appointment marks a significant milestone for our company. Her strategic vision and creative approach to marketing will undoubtedly propel Click to new heights.”
Gordon Dobson, who ran the excellent toy shop Toy Town in Leamington Spa, has passed away aged 94. Toy Town was a frequent winner of Toyshop of the Year in the 1970s and 80s, and Gordon and his wife Brenda were lauded as they walked around toy fairs.
A live-action Toys R Us movie is in the works, reports Variety. The film is in early stages and will be developed by the retailer’s production arm Toys R Us Studios, in partnership with Story Kitchen, the entertainment company helmed by Sonic The Hedgehog producer Dmitri M. Johnson.
According to Variety, the movie is inspired by Night at the Museum, Back to the Future and Big, and will aim to replicate the success of recent toy adaptations, such as Barbie.
The Entertainer is expanding its partnership with Tesco, bringing a selection of pocket money and impulse purchase toys to more than 2,000 of the grocer’s Express stores across the UK.
In April, The Entertainer began rolling out a selection of products to 2,010 Tesco Express stores. Initial offerings will focus on pocket money and craze lines, topping out at £7.
The toy retailer said it will continue to adapt the product mix to include seasonal lines, emerging new trends, and fresh releases from top brands including Hot Wheels, TY and its private label Addo range.
“One year in, our collaboration with Tesco has delivered everything we’d hoped for,” said Andrew Murphy OBE, group CEO of The Entertainer. “We look forward to building on these great foundations.’’
The Entertainer has announced a renewed partnership with the Lego Group, giving shoppers the chance to discover a broad selection of the toy brand’s products in its stores and online.
Hundreds of Lego products will be available in The Entertainer stores nationwide, as well as in Tesco stores as part of the toy retailer’s long-term collaboration with the UK supermarket.
“We are delighted that our products will soon be available on the shelves of The Entertainer and Tesco stores,” said Christian Pau, vice president, general manager for UK and Ireland at the Lego Group. “We can’t wait for our customers to experience the power of play through the diverse ranges on offer.”
Customers will also be able to shop the range online with The Entertainer, offering home delivery as well as its market-leading 30-minute click & collect option.
Brian Proctor, chief product officer, at The Entertainer, added: “We’re thrilled to renew our partnership with the Lego Group.’’
Gordon Dobson became the manager of Toy Town in 1966, and in 1977 became the managing director. In its day Toy Town was the largest independent toy shop in the country and one of the first local businesses to advertise on television.
Gordon and his wife Brenda used to visit all the major toy fairs around the world including Paris, New York and Nuremberg. As a result of his travels, he was the first UK shop to stock Playmobil and Hello Kitty.
Mark Dobson, Gordon’s son, said: “As a family we moved to Leamington in 1966. Over the years, all the family worked in the shop. Brenda, who died in 2007, used to work in the shop and office and accompanied him to all the toy fairs.”
Following the expansion of the shop in 1981, John Pertwee as Worzel Gummidge reopened the shop. On another occasion Rod Hull and Emu visited the store, much to the delight of children.
Every Christmas Father Christmas would lead a parade around Leamington and finish at the shop to take residence in his grotto to bring festive joy to all the local children.
John Nicholas, a toy company salesperson who knew Gordon for many years, has paid his own tribute: “Selling to Gordon was a real pleasure and as long as what you were offering was a ‘good’ product he would say, ‘Well, we could give it a try’. Many of us that used to sell to Gordon sadly are no longer with us, but I am sure those that do remember Toy Town remember it with a happy heart and what a super toy shop it was. Our sympathy goes to Mark and his family.”
TnP editor Anthony Clarke chats to Craft Buddy’s Dan Ward, head of sales, to find out the story so far for the arts & crafts specialist, what’s next and beyond that. A positive and entertaining story that tells the whys, wherefores and strategy that have brought Craft Buddy to where it is today –plus future fun and objectives
What is your previous experience, and what brought you to where you are today?
My background was pretty much all in retail, and before joining Craft Buddy I spent eight years at M&S running a team of around 18, implementing range and display management, shop floor concepts and related initiatives. Although successful, it was not really my thing and I joined Craft Buddy in 2017, when it was in its early stages, and I could see it was already going places. I started in the trade and inventory areas before stepping up to trade manager and then head of sales – which is me now.
What makes Craft Buddy unique and a stand-out in the sector?
At Craft Buddy, innovation and creativity drive everything we do. As pioneers in the diamond painting (Crystal Art) space, we’re proud to be first to market with exciting concepts that continue to shape the category. From game-changing product formats to standout packaging, we’re always
What truly sets our team apart is its bold spirit. They’re kidults at heart – fearless, fun-loving, and endlessly curious “ “
exploring new ways to inspire and engage and stay ahead of the curve.
Our Research & Development team is at the heart of it all – fusing imaginative design with technical expertise to create products that are not only visually captivating but also smart, scalable, and commercially strong. What truly sets our team apart is its bold spirit. They’re kidults at heart – fearless, fun-loving, and endlessly curious. They don’t just follow trends – they set them – blending creativity with precision to push boundaries and deliver products that stand out on shelves and spark joy for crafters of all ages in homes worldwide.
How would you describe the unique aspects of Craft Buddy and its portfolio?
Obviously, the licences play a big part in the category for us, but our products also provide mindfulness and creativity for kids and adults – it’s something that spans all ages and demographics. Plus, it keeps people away from their screens and teaches really good handeye coordination.
Have Craft Buddy’s short, medium and long-term objectives – both financial and other – varied much in recent years and, if so, why?
We’ve experienced a pretty steady line and consistent growth since the very early years when we were doubling from, say, £1m to £2m to around £11m last year. The only exception was 2022, when we saw a bit of a drop off after Covid because everything reopened, and everyone wanted to be outside.
The Crystal Art Buddies launch at the end of that year turned things around
in a big way for us in 2023 and 2024 (winning the London Toy Fair Hero Toys Award in early 2024 for Series 3 Harry Potter Buddies Collection was a massive high). The Buddies range is driving our significant growth and accelerating our expansion into the toy category.
Looking back at 2024, how would you describe the progress through the year, and what were the standout successes?
We experienced excellent growth with quite a lot of new markets where we gained distributors, including the Middle East, Poland and Portugal. We saw excellent growth in Ukraine. In the UK we saw huge growth with B&M. That was a massive success for us last year, so that was seriously good news, and they are a very key partner. In fact, B&M was our biggest account in the whole company last year. In terms of products, it was the Disney 100 sticker album, which did very well for us.
And looking into 2025, how’s it going so far with new ranges? And further ahead, have you got exciting plans for later in the year and will we see
sneaky previews at Toymaster in Harrogate?
Our latest innovation, the 2-in-1 Disney Crystal Art Pin Badges, launched about four weeks ago and sales have been excellent in both B2B and B2C, so we are really thrilled for that and how it will progress. A really exciting global release of the Harry Potter Crystal Art Sticker Album and blind stickers saw our firstever global launch on April 24 and presales and opening orders indicate that this is really hitting the mark. So, exciting times ahead!
Which range is currently the most successful?
I have to mention Pin Badges again – they’ve been flying out since their launch a few weeks ago. However, our latest Craft Buddy Original Wildlife Buddies collection (20 Wildlife Buddies across five environments) with the addition of a fact-filled EduCard for each of them, has also proved to be extremely popular.
Has there been a range that was unsuccessful and in retrospect why do you think that was?
We previously launched a range of licensed Crystal Art notebooks, one of which – Moana – was listed in Smyths Toys. In hindsight, it wasn’t quite the right fit for their audience, as the notebook concept leaned more toward adult craft, unlike our Secret Diary range, which is clearly targeted at children. It was an important learning moment about matching the right product to the right retail environment.
Looking back, the notebook had been championed by a previous buyer, and at the time we were still finding our feet in understanding the toy channels. Rather than questioning the fit, we went with it. If we had that moment again, we might have suggested the Secret Diary range instead, which would have been more suited to Smyths’ core shopper.
That said, we’ve also had great success with this product category in outlets like Hobbycraft, where it resonated really well with their customer base. And more recently in 2024, Smyths stocked
our Crystal Art Buddies range, which performed brilliantly and showed how strong the opportunity can be when the product-retailer alignment is spot on. Sometimes, it’s not about the product being wrong – it’s just about the timing and finding the right moment, right shelf environment, and for the right idea. So saying, our products are truly amazing and being recognised; winning 20 industry awards in 2024 is testament to that.
Of the new and upcoming product ranges, which ones do you think and hope are going to be the most successful?
Stitch! With the Stitch movie coming out [the live-action Lilo & Stitch movie is due for release on May 23], and obviously the Harry Potter Crystal Art Sticker Album is up there too. We have a big Stitch range ready, which is a huge seller for us. Did you know the Stitch Buddy has been a consistent top product since we launched it in 2020? But with the movie coming out we’ve also got four special limitededition lines that have been especially developed for the new live-action movie. Plus, we’ve got some great listings for it across the UK and Germany and with distributors buying. I’ve done huge business just with those lines with my Slovakian distributor for example, so albeit this is not quite global, because we don’t have the US rights, we will certainly be very much Europe-wide. We are also loving the fact that we feature as the front cover for this issue; the design is fun and engaging and brings to life both the new and existing Stitch product ranges that will resonate with kids and adults alike.
What were your favourite toys and games when you were a child?
First Airfix models and later I used to do quite a lot of general model building. And then I was into the Pokémon trading cards – that was a big craze at school when I was growing up. It shows that some things don’t really change, I guess I’m still a kid on the inside and love sharing our new products and ideas with my kids, who are a great barometer with their no-filter feedback.
We’ve got four special limited-edition lines that have been especially developed for the new Stitch live-action movie
We have a fab new line-up for Autumn/ Winter and Christmas 2025, packed with collectibility, creativity and seasonal sparkle. Highlights include the debut of Crystal Art Mirror Buddies across eight major IPs, and an expanded XL Buddies range featuring film icons such as Darth Vader and Spiderman. Our new Friendship Bracelet Kits, Secret Diaries, and Mega Activity Sets arrive in fan-favourite licences including Frozen, Care Bears, and The Nightmare Before Christmas. Our BOB (Best of British) bestselling 8-pack card sets return, plus a range of licensed single cards, and eight new Christmas Hanging Buddies – including The Grinch and Elf –perfect for decorating or gifting.
on direct outreach to our database of customers based on their likes and preferences. Our social media comms has been ramped up across all channels and we are seeing audiences grow and engage. Selling platforms like TikTok are a huge driver for us in sales (last year we won the Top TikTok Shop Growth Award – Home and Living) and of course Amazon is an area where we are definitely looking to list more products. We have also expanded our reach using influencers (organically) and outreach in consumer print media beyond just trade. Last year it was awesome to be featured on ITV’s This Morning, where Cat and Ben showcased our Christmas gift opportunities including both the Crystal Art Buddies and our multi-product Mega Kits.
What is the most fun your team has during the working day?
Honestly, we genuinely enjoy our work and what we do. It’s when we’re bouncing around new product ideas or sampling something totally off-the-wall from R&D or sharing marketing and sales ideas – think glitter explosions, crystal chaos, and a lot of ‘what if we...?’ moments. It’s creative mayhem in the best way. Plus, nothing beats the laughs we share during breaks–especially when someone brings snacks!
How are your marketing strategies working?
A lot of the marketing we do is based
Anything else you’d like to tell us?
Hopefully quite a few new distributors will be announced in the coming weeks in several new markets where we don’t really do much at the moment. We have also signed with some really cool licensors (again to be announced shortly) that I can’t reveal too much about yet, but it’s definitely something exciting. And I’m looking forward to it.
Reflecting on a rather disappointing Easter is Maggie Tibbenham , of Imagine Toy Shop , in Holmfirth, West Yorkshire. But she is feeling far more positive for her visit to the Toymaster Show this month…
Hello to you, lovely readers. I’ve been welcomed on TnP’s pages again and I’m writing this article as I’m sitting at a large Spring Festival pretty local to me. The weather is glorious but I’m wondering why, as a bricks-and-mortar shop, I need to keep having a stall at markets, fairs and festivals to reach my audience? Six or seven days at work per week can’t be healthy!
The Easter holidays dragged slowly, bringing disappointment. We had good footfall yet average spending per customer was really low. Many customers spent only between 50p and £3.99! We ran out of party bag fillers and pocket money toys. Customers were super happy they came to support us but let’s be honest, the ‘enormous’ amount of 70p can’t really be called support, can it?! We invested in wooden Easter shapes and eggs for children to colour in and take home, which really brought people in, but it’s a business, and we need money to keep going. Maybe it’s time to have some minimum spending limits for pocket money toys
On a bit more of a positive note, as we hardly ever sell licensed toys, the
“
The Minecraft figures we got from Muddle It were the best-selling toy for Easter. Actually, Minecraft always sells well, we will definitely try to get more of it
“
Minecraft figures we got from Muddle It were the best-selling toys for Easter. Actually, Minecraft always sells well, we will definitely try to get more of it.
Putting those deep thoughts aside, May is upon us with what I think is the best toy show in the north, Toymaster, happening on May 20-22.
I am not a Toymaster member as I don’t think it would work for me. I embrace all the fun and struggle that comes with being a lone island, but each year I always look forward to visiting the show. The Toymaster Show has always been my favourite to look for new toys and games. The main reason for this is its closest proximity to me in comparison with other shows, but I definitely find it the most pleasurable too, with its excellent choice of brands, free lunch (because where I see food I feel invited, ha ha) and in general, it’s pretty effortless in terms of location and size.
I will definitely say hi to my current suppliers who I’m sure would love to see me ordering more, but if I’m full of their stock, I must pass. Each year I always find something new that catches my attention. I don’t know exactly what I will be looking for but I’m hoping to make some new orders.
My town is currently undergoing Blueprint renovation, which seems to be neverending, resulting in traffic footfall being terribly low, as well as teenage thugs establishing themselves wherever they feel fearless, giving those businesses that are open yet quiet, unnecessary bother (that’s a subject for a whole new article – I wouldn’t want to bore you all with). Therefore, just when I thought last year was particularly bad, I was hit with the even more shocking reality of the town’s constant roadworks. I’m saying this as it highlights the importance of stocking the more unique, rare or niche toys, which would still make people to come to me, despite all the disruption, knowing that they can’t get such stock anywhere else. Another obstacle for a small business to face! Additionally, by being kicked out from Lego after 22 long years, I lost another section of those customers who had known me for selling it, therefore all my hopes for this year’s Toymaster show. I’m sticking to ordering only from those brands that split packs and have low MOQ; I need to survive somehow and ordering in single units helps me a lot. I always get the best deals from TY and Character Options – maybe as we’ve been doing business for a long time and they support me whenever I need.
I am also sure to do some pre-orders for… Christmas! KapToys, for the past two years, had some great toys, which were very present-like and indeed sold well in the last quarter.
Right, the festival is getting busier and some little customers are awaiting my attention so I’ll say toodle pip!
Hope to see some of you at the Toymaster Show! Hope it’s a great one for you.
Toymaster is known for putting on an impressive show and this year’s event at the usual place, DoubleTree by Hilton Harrogate Majestic Hotel from Tuesday to Thursday May 20-22, will no doubt be no different. TnP gathered some insights into this year’s event to see what’s in store...
How is the 2025 show shaping up?
All the stands sold out by early December. There’s a great selection of more than 150 suppliers exhibiting, offering a wide variety of brands and products with the freedom to buy the best ranges where you can facilitate the best trading terms and deals.
Are many new suppliers exhibiting this year?
There are 15 new suppliers this year (see full exhibitor list over the page). Independents are always looking out for something to differentiate themselves from their competitors, and this is why it is always important that these new suppliers are at the show.
Is the show still as important to retailers to attend, and why?
The May Show is also more informal than other trade shows, with no closed stands, so all retailers are made to feel welcome. Most independents look for new ideas and ranges to stock that customers won’t see elsewhere, and it is an ideal time to spot these.
And what are the benefits for toy companies?
Any independent toy, gaming and model/hobby retailer would benefit from attending. It’s the largest trade show in the UK and Ireland, where all of the key suppliers are available and the ranges on display are focused towards what is right for smaller, independent stores.
In challenging times like these the support Toymaster offers to our members can be invaluable “ ”
Sam Bucknall, head of sales UK & EU, Smiffys
How long has Smiffys been a Toymaster member?
Smiffys has been a Toymaster member for around 20 years.
Is Smiffys offering any deals at the show?
We have exclusive seasonal deals for all independent retailers at the show, with extra special offers for Toymaster members. We’re also previewing our new licensed collections including The Grinch, Cat in the Hat, Dragon Ball Z and Unicorn Academy. As well as new products and top sellers from Smiffys, as the official sales agents of Rubies UK you will find a great range of Rubies’ latest collection including licensed costumes, accessories & plush toys. Come and find us in the Upper Marquee.
Suppliers get to meet with indies face to face and hear first-hand what they and their customers are telling them. This feedback is invaluable to any supplier, as after the show they will be making their own decisions on orders for the peak season.
How much does the May show contribute to the award-winning success of Toymaster?
It’s great that the industry recognises our members for their
How important is this show and why?
Greg Ewart sales team lead for hobby and independent, Asmodee UK
How long has Asmodee been a Toymaster member?
Almost 20 years.
Is Asmodee offering any special deals at the show?
Yes, we will have on show a variety of our bestselling games, with a particular emphasis on travel games for the summer months, such as; Dobble, Taco Cat Goat Cheese Pizza, Bananagrams and Piles!
How important is this show and why?
Smiffys is happy to be part of the Toymaster community. Independent fancy dress shops are where Smiffys began, and working with bricks-and-mortar retailers is so important to us, especially now as our high streets continue to face challenges. This show helps us to support our independent customers and meet new toy and gift retailers looking to diversify and support their existing product ranges. Our team are always on the road visiting our high street customers, but this show gives us an opportunity to present our new costumes and licences, alongside existing products these customers may have yet to consider. of year’s
This is a very important show to us as it’s the one time of year that all members can meet suppliers in one place.
It marks the mid-point in the season for suppliers and retailers to review the year’s performance so far, as well as begin planning for end of year and peak trading.
It offers a fantastic blend of business and pleasure with all of Toymaster Head office team in attendance. We can’t wait!
achievements. It is always well deserved considering the hard work each of them puts into their respective businesses. The show is really important for members to plan for the second half of the year, and to have the time they need to see all the suppliers they want to stock.
Liz Ireland, MD, Bigjigs Toys
What were the reasons behind the decision for your business to join Toymaster?
We have been a Toymaster supplier for many years, providing members with a wide range of wooden toys, games, nursery accessories and gifts. The group is an integral part of our customer base.
How important is the Harrogate show for you (and do you enjoy the occasion as much as we do)?
As well as the obvious benefits of seeing toy companies, how important is the social side when it comes to the event?
All trade shows are a great opportunity to network and catch up with industry friends and colleagues, the Toymaster May Show certainly is no different.
The Majestic venue makes the social side much easier as there are so many other hotels nearby, which means everyone can be local to it. It’s easier for people to socialise at the planned informal evenings and continue the networking over a few drinks and a bite to eat.
How is this year’s social event shaping up?
As always, there is dinner and entertainment planned for both Tuesday and Wednesday night. Retailers and suppliers are encouraged to come and join in. Just turn up, take a seat and enjoy yourselves! On Tuesday May 20, get ready to make some moves at the Disco Night. The event starts at 7.30pm for 8pm, and dress code is smart casual. On Wednesday May 21, there’s the Toymaster Awards Dinner, again at 7.30pm for 8pm. Dress code is smart (no black tie).
Any new benefits of Toymaster membership that are important to know?
In challenging times like these the support Toymaster offers to members can be invaluable. The secure TIMS (Toymaster Information Management System) portal
Trade shows are a great opportunity to network and catch up with friends and colleagues
“ ”The Harrogate show environment is crucial for meeting with the membership, introducing them to key lines, and discussing in-store support. Our operations manager, Sam Ireland, wouldn’t miss the social events at Harrogate for the world!
Are you actively involved in other aspects of Toymaster such as regional groups and meetings?
event,
Bigjigs supports the regional groups and will continue to do so. As a tabletop event, we present the best of the best along with anything new and we can do so in a quieter, more relaxed atmosphere. These events are well supported by the membership. In addition, we support the Toymaster catalogue and are delighted to be included in this Toymaster preview in Toys ‘n’ Playthings.
What are/were your favourite toys when you were a child ?
Wooden toys have always been my favourite and they still are. They offer considerable value for money and exceptional play value. Bigjigs Toys is a testament to this as we strive to make sustainable wooden toys that children will want to play with again and again. If I had to pick one item, I would vote for a wooden railway set.
alone saves time on invoicing and admin. The central invoicing with one single monthly payment to Toymaster means retailers can be more focused on what’s happening on the shop floor.
The finance director, Darren Robinson,
who plays a key role in helping members, will be on hand to help with the different solutions they can put in place. He supports Toymaster members with financial advice including cash flow aid, investment help, local rates and grants and financial communication.
It is also recommended that a retailer who is unsure if membership would be worthwhile should speak to an existing Toymaster member and hear it from them first-hand.
Toymaster is looking forward to welcoming everyone attending for a productive and enjoyable 2025 event. Anyone can get in contact about membership and register for free.
TOYMASTER 01604 662922 admin@toymaster.co.uk www.toymastermayshow.co.uk
A.B.GEE CARRIAGE SUITE
ASMODEE DRAWING ROOM
AURORA CARRIAGE SUITE
BABY REPUBLIC CARRIAGE SUITE
BANAGHAN READING ROOM
BANDAI CARRIAGE SUITE
BASIC FUN CARRIAGE SUITE
BIGJIGS LOWER MARQUEE
BIG SKY GAMES UPPER MARQUEE
BLISS LOWER MARQUEE
BOLDCUBE CARRIAGE SUITE
BRAINSTORM BILLIARD ROOM
BTL DIFFUSION LOWER MARQUEE
BUDDY & BARNEY UPPER MARQUEE
CANAL TOYS UPPER MARQUEE
CASDON UPPER MARQUEE
CHARACTER READING ROOM
CHEATWELL GAMESUPPER MARQUEE
CLEMENTONI UPPER MARQUEE
CLICK UPPER MARQUEE
COBI LOWER MARQUEE
COILED SPRING DRAWING ROOM
COMMOTION LOWER MARQUEE
CONNETIX TILES REGENCY SUITE
CRAFT BUDDY LOWER MARQUEE
CREATIV CO. UPPER MARQUEE
CURIOUS UNIVERSELOWER MARQUEE
DEPESCHE LOWER MARQUEE
DKB TOYS LOWER MARQUEE
EPOCH BILLIARD ROOM
FLAIR CARRIAGE SUITE
FUNKO CARRIAGE SUITE
FUNTIME GIFTS UPPER MARQUEE
GALT DRAWING ROOM
GIBSONS UPPER MARQUEE
GIFT SCHOLARS CARRIAGE SUITE
GOLDEN BEAR LOWER MARQUEE
GREAT GIZMOS UPPER MARQUEE
HACHETTE UPPER MARQUEE
HALILIT LOWER MARQUEE
HASBRO CARRIAGE SUITE
HIPPYCHICK CARRIAGE SUITE
HOBBY COMPANYLOWER MARQUEE
HORNBY HOBBIESLOWER MARQUEE
JAKKS UPPER MARQUEE
JAZWARES CARRIAGE SUITE
JOHN ADAMS CARRIAGE SUITE
JUST PLAY DRAWING ROOM
KANDY TOYS UPPER MARQUEE
KAYES DRAWING ROOM
KEYCRAFT LOWER MARQUEE
LEARNING RESOURCES UPPER MARQUEE
LEFT-FIELD TOYSLOWER MARQUEE
THE LEGO GROUP BILLIARD ROOM
MAGIC BOX TOYS UPPER MARQUEE
MARVINS MAGIC REGENCY SUITE
MATTEL HARROGATE SUITE
MCC STOCK SOLUTIONS REGENCY SUITE
MGA ENTERTAINMENT
LOWER MARQUEE
MIGHTY JAXX LOWER MARQUEE
MOJO FUN UPPER MARQUEE
MOOKIE CARRIAGE SUITE
MOOSE CARRIAGE SUITE
MV SPORTS UPPER MARQUEE
ONE FOR FUN CARRIAGE SUITE
ORCHARD DRAWING ROOM
PADGETT LOWER MARQUEE
PALADONE UPPER MARQUEE
PAPER PROJECTS READING ROOM
PEERS HARDY UPPER MARQUEE
PLAYMOBIL UPPER MARQUEE
PLUS PLUS DRAWING ROOM
POSH PAWS UPPER MARQUEE
PUPPET COMPANY
LOWER MARQUEE
RAINBOW DESIGNS
RAVENSBURGER
UPPER MARQUEE
UPPER MARQUEE
REYDON SPORTS
LOWER MARQUEE
RMS REGENCY SUITE
ROYAL BRUSH UPPER MARQUEE
RUBBER ROAD CARRIAGE SUITE
SCHLEICH UPPER MARQUEE
SIMBA SMOBY UPPER MARQUEE
SKILLMATICS READING ROOM
SLIME PARTY READING ROOM
SMART UPPER MARQUEE
SMIFFYS UPPER MARQUEE
SPIN MASTER LOWER MARQUEE
STONE MARKETING
LOWER MARQUEE
THAMES & KOSMOS
UPPER MARQUEE
TOMY BILLIARD ROOM
TONIES UK UPPER MARQUEE
TOYNAMICS LOWER MARQUEE
TOYS 2 MARKET UPPER MARQUEE
TY REGENCY SUITE
UNIVERSITY GAMES
UPPER MARQUEE
USBORNE UPPER MARQUEE
VIVID UPPER MARQUEE
VR DISTRIBUTION DRAWING ROOM
VTECH UPPER MARQUEE
WARMIES LOWER MARQUEE
WIND DESIGNS CARRIAGE SUITE
WINNING MOVES
UPPER MARQUEE
YUME UPPER MARQUEE
ZIMPLI KIDS UPPER MARQUEE
How long have you been a Toymaster member?
This is our second time as a supplier, the first time came to an end as we didn’t embrace what the business is and means. Having worked closely with Toymaster two decades ago, I knew how important this market is and when you have key retail players who deal 100% with Toymaster, you have to be in it. Second time around we are now in our second year and growing at a phenomenal rate. We are embracing the members (maybe not a good phrase to use, but one that will bring a smile to your faces) and going back to the old ways of visiting stores.
Are you doing any special deals just at the show?
Of course, it would be daft not to. We have some good deals (for both members and non members) for delivery now and also for pre-orders for delivery in September. Pop along to the stand to find out more.
How important is this show to you and why?
This is very important to us. It is difficult to visit all the members and independents three or four times a year, so with Toy Fair in January and the Toymaster Show in May, this allows us the chance to see them at least twice. We can then plan to see members and other independents when we are on our travels. Email and marketing campaigns are not the way forward; yes it reduces time on the road for suppliers and promotes the products/brand, but you lose contact with what is most important – our customers and everything associated with that. It also gives me the opportunity to catch up with old colleagues and friends within the trade, having a laugh about the good old days and sometimes not-so good days... or managers!
Lee Crocker, UK country manager, COBI
The recent announcement that Mighty Jaxx has joined Toymaster has generated a surge of optimism as the May Show approaches. TnP caught up with senior sales manager, Brian McLackland
MIGHTY JAXX UK
07510 053 951
brian.mclackland@mightyjaxx.com https://uk.mightyjaxx.com
Hi Brian – the recent Mighty Jaxx/ Toymaster announcement is great news. What does this mean for your collectibles fan base?
Joining the Toymaster network is a fantastic development for our collectibles fanbase that broadens our accessibility. Mighty Jaxx fans will now discover our unique products not just in the familiar high street pop-culture destinations, but also in a wealth of local and regional toy chains throughout the UK and Ireland. This means easier access for collectors, wherever they are.
The partnership reinforces our commitment to nurturing a vibrant collectibles ecosystem. By expanding our distribution, we’re spreading the love of pop culture through our products to a wider audience and, ultimately, giving collectors more ‘bang for their buck’. A thriving and healthy collectibles market benefits everyone, including us, and we’re excited to contribute to that growth.
What were the reasons behind the decision for your business to join Toymaster?
We strongly believe that independent toy stores and communities they build are something special. We’re keen to be a part of this and support local businesses in keeping the joy of collecting alive.
Beyond that, Toymaster provides an opportunity to be present in almost 300 locations, which would not be possible on our own.
How will you help Toymaster retailers promote the Mighty Jaxx brands?
The end goal for us is to elevate the blind box shopping experience and make each Mighty Jaxx purchase a memorable one! Our approach is focused on supporting partners with Retail VM and POS materials to achieve this. Once the product is in the hands of a customer, we have gained a fan instantly thanks to the incredible work put into each figure by our design and QC team at our headquarters in Singapore.
How important do you think being a Toymaster member will be?
We see each store under Toymaster as an opportunity to build grassroots fans of the brand, which comes back to our goal of elevating the shopping experience and leaving a memorable impression with each customer.
Being a Toymaster member is incredibly important because it allows us to do just that. It’s not just about selling toys; it’s about nurturing a vibrant collectibles ecosystem that fosters repeat and happy customers.
We achieve this by consistently delivering new series every couple of weeks to freshen up the range and keep collectors engaged. This partnership lets us connect with collectors on a local level, creating a strong foundation for long-term growth and community.
Are you actively involved in other aspects of Toymaster such as regional groups and meetings?
Not yet as it’s early days for us. We’re excited to be exhibiting at the Harrogate show in May. This will be the first event for us, and I’m sure it won’t be the last!
A thriving and healthy collectibles market benefits everyone, including us
Will you be offering special discounts for both Toymaster members and non-members specifically for the Toymaster Show?
Yes, we have a special offer for the upcoming show in May that’s exclusive to Toymaster members. With each new order, we will provide a display box and a free blind box CDU (6pcs, RRP £84+) to use for the display provided. With this, stores will have a nice set-up and customers will be able to see the level of detail of our figures. Also orders above £1,000 will receive a free FSDU. We appreciate that space is at a premium for most stores, so we want to provide a Retail POS solution that helps customers get on board with us. This offer is available for non-members as well. Both offers will end June 30, so they’ll have to be quick!
More accessibility – Inventory available from UK central hub! No need to search far and wide.
First-to-market opportunities – Don’t get left behind. Toymaster stores will get access to the latest products landing in the UK.
Supporting independent retailers – Stores can now stock Mighty Jaxx in quantities that suit their business needs, making it easier for them to bring unique collectibles to their shelves.
impactful displays, and
Dedicated retail support – Mighty Jaxx is committed to the success of its retail partners, offering comprehensive support including retail Point of Sale (POS) materials, Free-Standing Display Units (FSDUs), impactful displays, and shelf-dressing solutions.
0161 633 9800
sales@charactergroup.plc.uk character-online.com
The Character Options stand is a one-stop-shop for Toymaster buyers and retailers looking to stock their shelves with cross-category appeal.
Catapulting onto screens everywhere from June, the company sees the start of a huge investment in animated content for the Goo Jit Zu brand. With an epic 44 minutes of content launching between June and December 2025, the new core theme Heroes of Goo Jit Zu Meteor Madness will be brought to life in a way never seen before. Watch along as Thrash, Blazagon and Pantaro reunite and, with the help of new allies, form the ultimate Gootron Supreme to save the world from new diabolical villains Cacticus, Sludgewing and Meteorax.
The enhanced content schedule marks a stepping stone for the brand, with extensive investment in media also being made in order to promote it to a new world of Goo Jit Zu fans.
The Stuntman Stu range, new this summer, puts stunts and epic fails at its heart, with collectible, breakable stunt vehicles, including the Stuntman Stu Race Ace Stunt Car
The product range itself will consist of a new line-up of enhanced Goo Jit Zu figures and accessories, an awesome new Goo Slinger Catapult (brought to life in the content itself), and the ultimate hero as featured in the animated content… the Meteor Madness Gootron Supreme figure programmed with more than 35 fun phrases. This all-new winged hero features a rotating triple head so kids can switch between heroes, as well as a triple goo body that’s stretchy, squishy and crunchy, with glucose, rheoscopic and pellet fillings.
Launching this summer, Character’s Stuntman Stu range will comprise collectible, breakable stunt vehicles, which place stunts and epic fails at their core. Developed in collaboration with Playmates Toys, Stuntman Stu will be brought to life through epic fail animation, humour and high-tech wizardry. A super-fun action vehicle line in the range is the Stuntman Stu Race Ace Stunt Car, which consists of a multipiece plastic car with ejectable parts, including a fully poseable Stu figure. It also has a cantilever ejection seat for the Stu. Once the seat is reset and Stu is NOT strapped in, all other parts can be clipped or placed onto the rolling chassis. The Nitro Boost Stunt Bike is also not to be missed. This wind-up gyroscopic stunt bike comes with figure and brick wall.
then flip the lever again to reveal their true identities. Following on from the action figures comes the iconic transforming Dinozord lineup. Epic as transforming standalone toys or collect all five to combine them all and create the ultimate iconic Megazord.
Sticki Rolls, the wearable sharable sticker bracelet, and 2024’s Christmas Dream Toy, remains the must-have craze, with new licensed drops, including SKUs inspired by Disney’s Stitch and YouTube stars Anna & Erin. Fresh for AW25 is Series 2, which brings with it 1,200 new stickers to collect. There’s a Series 2 Sticki Band, with bracelet and 70 stickers; a Series 2 Sticki Book and Sticki Station; plus a new Sticki Pendant pack. Also not to be missed is the Sticki Rolls Sticki Rolluxe. This cylindrical carry case is the ultimate way to organise and showcase your Sticki Rolls sticker collection and comes packed with 500 Kawaiithemed Sticki Rolls, three Jumbo stickies and jewellery accessories.
“Catapulting onto screens everywhere from June, the company sees the start of a huge investment in animated content for the Goo Jit Zu brand”
With the 4K remastered episodes of Mighty Morphin Power Rangers (MMPR) confirmed on Netflix from early July, Character has been named the UK & Ireland’s exclusive distributor for the Playmates’ toy line. Fans can expect a host of fun lines rolling onto shelves from August, with epic auto-morphin’ action Ranger and Alien figures at the centre of the toy collection. Conceal the identities of these highschoolers by pressing the lever on their back to raise their masks,
Then, get ready to squish MushMeez, the supertactile new range of squishies. These very ontrend layered Squishies have a soft, and slightly sticky texture, available in a choice of sweet treats and fast-food themes, including Hot Dog, Burger, Cinnamon Bun, Doughnut, and more.
Stuffs is another fun new IP that taps into a thirst for all things cute in the cosmetics aisle. Each lip balm-shaped pack comes with an adorable mystery plushie, with a handy little pocket containing a deliciously scented lip balm. What’s more, there’s even a lip balm holder, which you can attach to a phone or note pad.
01420 593593
info@asmodee.co.uk www.asmodee.co.uk
El Paso – Get ready for a similar experience to Alexander Pfi ster’s masterpiece Great Western Trail in just half the playing time! This plays anywhere thanks to a smaller box, compact components, and a cotton game board, so is great for travel.
Players can take themselves back to El Paso at the end of the 19th century: Five railroad companies have connected the Sun City to their network and made it a major hub for the cattle trade. Ranchers from the surrounding parts of Texas and Mexico drive their cattle into the city to send them on their long journey to the north, east, and west of the United States.
In Great Western Trail: El Paso, players take on the role of the ranchers of that time and bring their best cattle to El Paso to earn money and victory points. Hire more cowboys, builders, and engineers to get closer to your goals:
• Buy cattle to increase the value of your herd!
• Construct buildings to unlock more actions!
• Participate in the expansion of the railroad and secure the most attractive contracts!
As part of Asmodee’s efforts to focus on sustainable resources, this board game is also eco-friendly.
El Paso is mechanically based on its predecessors in the Great Western Trail trilogy. It can serve as an introduction to the series and is the perfect game for game nights when there is not enough time for its big brothers!
For ages 12-plus, one to four players, length of play is 60 minutes-plus, and RRP is £28.99.
Meanwhile, fast, fun, and full of surprises, Happy Mochi is a charming, fast-paced card game that’s as strategic as it is sweet. Designed with colourblindfriendly symbols, it ensures that everyone can join in the fun –because great games should be for everyone.
The goal is simple – pair up two mochi at a time. But here’s the catch – you can’t rearrange your hand.
On your turn, draw a card or play two adjacent cards onto the central pile while keeping their order intact. Special cards introduce exciting effects and colour-based restrictions, adding a fun twist to every round. Merge two matching-number cards to create a HAPPY MOCHI, breaking the rules and adding a delightful twist to the game. For players who love interactive and clever card games, Happy Mochi will have them hooked from the fi rst shuffl e.
with colourblindeveryone can turn, draw a card
Perfect for fans of Dobble, Trio and Taco Cat Goat Cheese Pizza, this easy-to-learn game is endlessly fun. With two to six players, a 20-minute playtime, and adorable hand-illustrated mochi characters, it’s the perfect game for families, friends, and game nights.
Age range eight-plus, RRP £11.99.
Perfect for fans of Dobble, Trio and Taco Cat Goat Cheese Pizza, Happy Mochi is a charming, fastpaced card game that’s as strategic as it is sweet
01303 212691
help@bigjigstoys.co.uk www.bigjigstoys.co.uk
Take a trip to the seaside with Bigjigs Toys’ Fish and Chips set.
0161 428 9111 salesuk@jumboplay.com www.jumboplay.com
Featuring wooden cod and chip toys, children can feed their imagination, engaging in pretend play by opening their own restaurant and serving ‘customers’. Play food is great for nurturing social development and encouraging kids to interact and communicate with others, as well as teaching them about cooking and nutrition.
The Galt team is excited to be back at the Toymaster Show, continuing its morethan-20-year tradition of showcasing imaginative and inspiring toys.
is great for nurturing social with others, as well as teaching them immersive STEM kits turn kids into detectives solving thrilling
The cod is the centrepiece of the collection as it is highly interactive. It is divided into three sections, allowing you to safely cut through the pieces with the wooden fork, perfect for helping children with their motor skills and dexterity.
The wooden fish and chip toys can be dished up on a spread of the Gull Gazette, an amusing newspaper packed with whimsical stories and exciting activities with their motor skills and dexterity.
Read all about it! The wooden food toys are dished up on a spread of the Gull Gazette, an amusing newspaper packed with whimsical stories and exciting activities for little ones to read and play. Presented on a realisticlooking takeaway box, the set also comes with a lemon wedge, a salt sachet and a little bowl of mushy peas that are ideal for small hands. Bigjigs children’s play food is made from premium quality and sustainable FSC Certified wood and painted with environmentally friendly colours, for a safe playtime.
also comes with a lemon wedge, a salt sachet peas for small children’s
This year, they are unveiling a range of exciting new launches, including Unlock Science – the latest innovation under the Galt brand. Featuring Water Worry (a BTHA Hero Toy) and Fire Fire, these immersive STEM kits turn kids into detectives solving thrilling environmental mysteries through real science experiments. Also coming soon is Water Magic Squishies, a mess-free sensory adventure where kids reveal squishy characters from the Farmyard, Sea, and Jungle worlds using just water –perfect for curious little hands. Plus, don’t miss the upcoming Fun Lockets collection – the creative, collectible kits that let kids express themselves by customising their own stylish accessories, packed with surprises in every layer! Visit the stand at the show to explore the full range.
Read all about it!
premium quality
01329 227300
sales@rainbowdesigns.co.uk
www.rainbowdesigns.co.uk
Stand: Upper Marque
Look no further than Rainbow Designs for all your licensed cuddly characters! Rainbow’s everpopular licensed toy ranges will be on display at the Toymaster Show, including best-selling The Adventures of Paddington, Peter Rabbit and Harry Potter The Wizarding World ranges, alongside exciting new collections for the award-winning preschool brand, Bing and the iconic Mr. Men Little Miss, which will be arriving later this summer!
The Adventures of Paddington toy range continues to be a firm favourite among both preschoolers and retailers. This best-selling toy range, designed to ignite imaginations and inspire imaginative play, includes the awardwinning Paddington Tea Set, the Paddington
The new reimagined Bing range arrives this autumn, aimed at a slightly younger audience. Bing and his friends Flop and Sula appear in both plush and playset formats
reimagined the much-loved brand for a slightly younger audience, and focuses on Bing and his friends Flop and Sula in both plush and playset formats. The range will also feature a new Bing plush and a Giant Bing Soft Toy to ignite imaginations and promote creative play.
Talking Soft Toy,
Peru,
to go from strength to
4-in-1 Dress Me Paddington alongside the Bessie the Campervan, Paddington Play Bus and Bike and Side Car Play Sets. Following the blockbuster success of Paddington in Peru, Rainbow’s Paddington Movie range is continuing to go from strength to strength. Lines in the range includes a Paddington Soft Toy, a super-soft Giant Paddington and a Paddington Talking Soft Toy featuring five different phrases from the film. Arriving this autumn is the new reimagined Bing range from Rainbow Designs. Using new materials and incorporating engaging developmental features, Rainbow’s new Bing range has
Arriving this summer is the fun and vibrant Mr Men Little Miss range. For over 50 years, this British-born brand of characters, each with their own unique personalities, has been loved by families and across generations. Rainbow’s new range will include an adorable range of large cuddly cushions, collectible plush toys and plush keychains, starring the iconic characters Mr. Tickle, Mr. Happy, Mr. Bump and Mr. Strong, alongside Little Miss Hug, Little Miss Sunshine, Little Miss Princess and Little Miss Chatterbox.
Using new materials engaging features,
The Peter Rabbit TV range from Rainbow Designs remains a popular choice among youngsters. Inspired by the award-winning TV series, which follows the adventurous Peter Rabbit as he embarks on thrilling escapades with his close friends Benjamin Bunny and Lily Bobtail, Rainbow’s cuddly character collection adds excitement and fun to playtime, and features the fun and cuddly Talking Peter Rabbit and Lily Bobtail toys, with adorable phrases such as ‘Let’s hop to it!’ and ‘all rabbits need a little help from their friends’. Rainbow Designs’ other best-selling cuddly character collections include Disney’s Winnie the Pooh, Lion King and, new for 2025, Dumbo, Harry Potter The Wizarding World, The Very Hungry Caterpillar, Elmer, Guess How Much I Love You and The Snowman and the Snowdog.
0203 417 6565
trade@craftbuddyltd.co.uk
craftbuddyltd.co.uk
Stand: Lower Marquee
Craft Buddy is heading to the Toymaster Show for the fourth year running with its most ambitious and creative line-up to date. With collectibility, innovation, and creativity at the core, the company is ready to unveil a raft of new launches for AW25 that cater to fans, families and gift-givers alike.
A key reveal will be the new Crystal Art Mirror Buddies – an evolution of the popular Buddies format. Displayed on sleek mirrored plinths and launching across eight licensed IP characters including Dobby, Harry Potter, Batman, Spiderman, Groot, Stitch, LOL Surprise, and Grogu, these dazzling designs are sure to shine even brighter.
Collectors can also look forward to new Buddies characters for 2025, including Care Bears, The Grinch, Looney Tunes,
Beetlejuice, and Fantastic Beasts. The XL Buddies range (16cm tall)
The new Crystal Art Friendship Bracelets come in packs of two, to be crafted, worn and shared. Licensed versions include Frozen, Stitch, Care Bears and The Nightmare Before Christmas
expands too, with the arrival of Darth Vader, Stormtrooper, Elf, Spiderman, The Grinch, and Superman (which arrives in July and is perfect timing for the movie release).
Another 2025 innovation is Crystal Art Friendship Bracelets – packs of two that are designed to be crafted, worn and shared. Licensed versions include Frozen, Stitch, Care Bears and The Nightmare Before Christmas, making them perfect stockingfi llers or friendship gifts.
The bestselling Crystal Art Secret Diary range welcomes new designs across Care Bears, Frozen and Harry Potter, while
“Collectors can look forward to new Buddies characters for 2025, including Care Bears, The Grinch, Looney Tunes, Beetlejuice and Fantastic Beasts”
the return of 2024’s hit, Crystal Art Mega Activity Sets, sees new lines with favourites including The Mandalorian, Care Bears, Nightmare Before Christmas, Frozen and The Grinch.
Craft Buddy is also spotlighting standout launches from earlier this year, including its Crystal Art Disney Pin Badges – already in repeat production due to high demand – and the Harry Potter Crystal Art Sticker Album, expected to be popular throughout 2025. New formats for younger crafters include Crystal Art Junior and Wildlife Buddies, which combine creativity and educational play.
As always, the festive season is a major highlight. The bestselling Best of British 8-pack Christmas cards return with fresh modern and traditional options. Individual licensed card designs starring The Grinch, Elf and Jack Skellington also join the line-up.
Finally, the Crystal Art Hanging Buddies range is back with eight new additions –including The Grinch, Elf, and classic festive characters such as a penguin, gingerbread man and Highland cow – perfect for hanging on Christmas trees or for seasonal décor.
Discover this season’s must-have creative collections and show offers at the Toymaster show.
COMMOTION
01732 225821
info@commotion.co.uk
www.commotion.co.uk
Stand: Lower Marquee
With the Toymaster Show just around the corner, independent toy retailers have a great opportunity to discover how tickit –Commotion’s in-house brand – can add real value to their range. Known for creating and developing top-quality, educational toys that spark curiosity and support learning, tickit offers
thoughtfully designed products that help children play, learn, and grow.
Commotion has been a trusted name in the toy industry for over 40 years, building strong relationships with resellers and backing them with excellent service. Partnering with Commotion means getting personalised support tailored to your business, from a dedicated account manager offering expert advice to a wide range of marketing tools including images, videos, and content to boost your online and in-store presence.
Touch & Match Board or Wooden Fruit & Vegetable Match – ideal for problem-solving, developing fine motor skills and exploring healthy eating.
Commotion is also committed to sustainability, becoming FSC-certified in 2024, and has designed the new tickit packaging with vibrant lifestyle photography to showcase the product, reducing the need for wasteful plastic. Every product in the tickit range meets the highest standards for safety and quality, using sustainably sourced materials and non-toxic paints. All tickit toys carry the CE, UKCA, EN71, and ASTM safety certifications.
The tickit range is packed with engaging toys that support children’s early development. Eyecatching items such as the Easy Hold panels or Sensory Reflective balls promote visual exploration and sensory play. Wooden Building Gem Blocks or Kaleidoscope Blocks provide a fascinating take on creative construction, while imaginative play sets such as the Woodland Trail Treehouse, Wooden Dinosaur Blocks or Rainbow Wooden Vehicle Sets will encourage descriptive storytelling. The new SiliSoft range includes beautiful soft, safe silicone toys for babies and toddlers. For hands-on learning, there’s the Rainbow Wooden Shape Twister,
Explore the full tickit range at the Commotion stand in the Lower Marquee and see how the team can support your store with standout products,
Did you know: partnering with Commotion means getting personalised support tailored to your business, including a dedicated account manager offering expert advice and a wide range of marketing tools including images, videos, and content
0800 590599
sales@smiffys.com
smiffys.com
smiffystrade.co.uk
Smiffys will be showcasing a selection of Halloween, Everyday and Licensed costumes at the Toymaster show, including top sellers and new ranges. The team will also be featuring Halloween and everyday accessories – the perfect add-on purchases to increase customer spend.
This year Halloween falls on a Friday, opening up the opportunity for a full weekend of celebrations, and to ensure independents can capitalise on the season., Smiffys has a new range of costumes for 2025. The new budgetfriendly children’s range, designed to keep costs low while maintaining Smiffys’ signature quality, features toddler tabards, unisex ponchos, and kids’ costumes in classic Halloween styles such as pumpkins, ghosts, and witches. New ontrend matching styles for older kids include Skeleton Cowboys and Punk designs, featuring detailed digital prints and textured fabrics. Recognising the importance of impulse purchases in seasonal sales, Smiffys also offers a selection of Halloween accessories, from decor and face paints to masks, capes, and novelty items.
Smiffys licensed costumes will also be on show, including properties to complement toy ranges in stores. New to Smiffys, the Unicorn Academy costume range includes key characters from the Netflix hit show, including Wildstar the Unicorn and riders Sophia and Ava. As anime grows in popularity once again, Smiffys has added Dragon Ball Z to the range. These classic, colourful anime characters translate perfectly into costume, featuring Goku’s orange outfit and iconic spiked hair. The Smiffys team is also excited to
introduce the new Dr. Seuss collection, featuring The Cat in the Hat and The Grinch. These playful, printed all-in-ones and matching accessories have been carefully designed to be comfortable, stylish, and easy to wear. Ideal for Christmas celebrations and Book Day, these classic characters are evergreen. has added new options to its Beetlejuice collection this season. The new digitally printed top recreates Beetlejuice’s iconic black & white striped suit in an easy-to-wear style. Available in both adults’ and children’s sizes, this comfortable, affordable update is a great option this
With Book Day being one of the biggest seasonal sales periods for costume retailers, Smiffys has carefully curated its selection to help Toymaster members capitalise on post-Christmas demand. Toy retailers can also expect to see returning bestsellers such as Where’s Wally costumes for boys and girls, as well as beloved Julia Donaldson characters, including The Gruffalo, Zog, and Stick Man.
As well as licensed costumes, top-selling everyday costume lines will be showcased. From animals to occupations, this range is popular year round for at-home roleplay, themed birthday parties and school events. Find Smiffys in the Upper Marquee for new product previews and exclusive discounts.
The new Dr. Seuss collection features The Cat in the Hat and The Grinch. These printed all-in-ones and matching accessories have been carefully designed to be comfortable, stylish, and easy to wear
EPOCH MAKING TOYS
0208 049 1377
sales@epochmakingtoys.com www.epochmakingtoys.com
she is even smaller than the cradled babies!
A great starter set for fans new to the brand, the Sylvanian Families Hilltop Terrace Gift Set will be available at the show on an exclusive offer.
It contains a beautiful redroofed house featuring a spacious balcony and furniture to make the house a home. There is even a playroom, and it includes the Milk Rabbit Girl and Baby in special outfits, too.
0845 459 1818
sales@zimplikids.com www.zimplikids.com
Stand: Upper Marquee
Zimpli Kids always delivers products that spark joy and excitement. And now there’s a new addition to the Baff Bombz line-up – the Care Bears Surprise! Baff Bombz have become a must-have for kids who love surprises, sensory experiences, and collecting their favourite characters. These delightful bath bombs transform bathtime into a colourful, fizzy adventure, revealing one of seven collectible Care Bears figures hidden inside. Kids can look forward to discovering Sunshine Bear, Grumpy Bear, Sleepy Bear, Lucky Bear, and more!
Jurassic World Rebirth comes to cinemas in July – perfect timing for Epoch Games’ Jurassic World. Shaky Volcano is a core item in the range. Players spin the wheel and place the corresponding dinosaur figure on the volcano, but if they aren’t
Winner of Collectible Toy of the Year, the Sylvanian Families Baby Collectible blind bags will have a new and exciting theme, which will be available from July. The series will feature eight baby characters including a secret one to collect.
The Epoch Making Toys team is looking forward to showcasing an exciting line-up of toys across its portfolio, including Sylvanian Families, Aquabeads, Pati-school and Epoch Games.
Launching for Autumn/Winter, the Sylvanian Families Skytop Fairy Castle will be the hero set in the new Flower Fairy area of the popular Amusement Park range. A glistening fairy utopia, fans can play among the clouds and use the vines to move between the many interactive rides. It comes with two fairy baby figures, including the tiny flower fairy –complete with iridescent wings
new and exciting theme, which will be available from July. The will
But that’s not all; the Surprise Baff Bombz range offers even more exciting themes, each featuring a hidden surprise toy inside a vibrant, fizzing bath bomb. From magical unicorns to playful dinos and ocean creatures, there’s something for every child to discover.
perfect introduction to craft
Part of its core Aquabeads line for 2025, the Beginners Craft Studio provides the perfect introduction to craft beading. It comes with 900 beads in 25 vibrant colours, all housed in a handy, portable carry case for easy storage and transportation. Design pegs allow completed creations to be attached to the case to add a personalised finish.
With Jurassic World Rebirth hitting cinemas in July and the third season of the popular Netflix series, Jurassic World Chaos Theory recently released, Epoch Games’ Jurassic World range provides a great opportunity to capitalise on the surrounding buzz. The Jurassic World Shaky Volcano is a core item in the range. Players spin the wheel and place the corresponding dinosaur figure on the volcano, but they must be careful… if they aren’t balanced properly the volcano will erupt!
01293 543221 enquiries@greatgizmos.co.uk www.greatgizmos.co.uk
Stand: Upper Marquee
Introducing the Fridge Rover – this incredible science gadget moves along the surface of the fridge, climbing with ease and sparking curiosity about friction and motion. Children will be fascinated as they watch the rover effortlessly glide up the fridge surface, demonstrating the principles of force and engineering in a fun and educational way. It’s a great toy for budding engineers to explore simple mechanics.
Wind up the rover gears and let it move up the fridge. Observe how it moves up the fridge surface, defying the force of gravity. The Fridge Rover combines a magnet and a wind-up vehicle. Inside the clockwork mechanism, there is a coiled spring that winds up tightly when the crank is turned. This stores energy in the spring and, when it’s let go, the spring uncoils, releasing the stored energy and turning the wheels. The wheels can grip the surface of the fridge without failing because the magnet holds the Fridge Rover firmly against the fridge.
01462 446040
info@thepuppetcompany.com
thepuppetcompany.com
The Puppet Company has a number of new lines to introduce at this year’s Toymaster show and the team is looking forward to showcasing its puppets and Wilberry Soft Toys, which can work for any retail setting. Designed to be as accessible as possible without compromising on the highest quality and safety standards, all products are available in singles, offering huge potential gifting opportunities.
The newest additions to the growing and ever-popular Eco Sockettes range will make 2025 the most colourful collection yet! Year-round bestsellers and popular with children of all ages, the range now includes Bobby, Flint and Twinkle, alongside Wilma the Witch and Squelch the Swamp Monster. The Puppet Company is particularly proud to introduce the new Hope Eco Sockette, designed in partnership with The Brain Tumour Charity to raise vital funds in memory of co-founder Peter Lockey as a way to continue Peter’s
Stand: Reading Room
For Ireland: Banaghan & Co 067 63800 info@banaghans.ie
For UK:
Alpha Toys 00 353 67 63800 info@alpha-toys.co.uk
Siku is a high-quality German range of die-cast vehicles covering many categories from farm and construction to emergency services and recreational. While traditionally best known for its 1:32 models, particularly in the farm category, there is now tremendous interest in the pocket money blister models range.
With retail prices ranging from £3.99 to £9.99 and with a wide array of models and lots of new launches, the Siku blister models range has become a staple for many stores
The new Hope Eco Sockette was designed in partnership with The Brain Tumour Charity to raise vital funds in memory of co-founder Peter Lockey. For each Hope Sockette sold, £1 will be donated to The Brain Tumour Charity
legacy of doing good in the world. For each Hope Sockette sold, £1 will be donated to The Brain Tumour Charity, a message outlined on the special branded hang tags, which will resonate with customers, and continue to be promoted by both the charity and its supporters.
The brand’s smaller impulse products are always popular, and the muchloved Wilberry Minis collection are firm favourites with both retailers and consumers. With new arrivals including a Puffin, Snowy Owl and Kingfisher, this range appeals to adults and children and can be rotated for a varied seasonal offering. With exceptional attention to detail, this collectible range works well combined with other ranges including the Wilberry Favourites larger soft toy range and Finger Puppets for a mix of price points and the option to create sets for extended gift options and upselling.
and has fans eagerly awaiting the newest models at affordable prices, the company says.
The optimal way of displaying the Siku blister range is on a robust Siku branded spinner stand. Siku spinner stands come in different sizes – talk to the team who can recommend the best solution for you.
sizes – talk to the team who can
There’s a spread of vehicles covered –
cars, trucks, planes, trains, buses, diggers and tractors – and all the main licences are included: Bugatti, Lamborghini, Porsche, Bentley, Range Rover and Jaguar in cars, New Holland, John Deere, Massey Ferguson and Fendt in Tractors, along with construction favourites such as JCB, Caterpillar and Volvo.
cars, trucks, planes, trains, buses, main licences are included: Bugatti, Caterpillar and Volvo.
The range’s key selling point is that it is an all-year-round seller, delivering good margin at an attractive retail price.
COBI TOYS UK
07584 858978
l.crocker@cobitoys.co.uk
cobi.eu
Stand: Lower Marquee
The Polish Heritage Flight Hawker Hurricane has been released to mark this summer’s commemorative Hurricane flight from Duxford in the UK to Deblin in Poland, to commemorate the 85th anniversary of the Battle of Britain and the 100th anniversary of the Polish Air Force University, Deblin
To commemorate the 85th anniversary of the Battle of Britain and the 100th anniversary of the Polish Air Force University, Deblin, The Polish Heritage Flight, in partnership with The Polish Airforce Memorial Committee is planning a commemorative Hurricane flight from Duxford in the UK to Deblin in Poland.
This symbolic flight, undertaken by Hawker Hurricane G-HURI, will take place in August.
To mark this special occasion, COBI has launched a Polish Heritage Flight Hawker Hurricane from the Historical Collection range (COBI-5762). This set, consisting of 373 pieces in a 1:32 scale, has been created with the utmost dedication to accurate reproduction and attention to detail. It comes complete with a Polish Airman, stand and name plate.
The aircraft, which proudly wears the
markings of 302 ‘City of Poznan’ Squadron, was based at RAF Duxford in September 1940. They, along with 303 Squadron, took part in the Battle of Britain.
The sight and sound of a Hawker Hurricane in Poland will be a symbol of our eternal gratitude to the Polish people; airmen and those who came to ‘The island of the last hope’ to fight ‘for your freedom and ours’ in the Second World War.
Since the Polish Heritage Flight was formed in 2019 it has always been a dream to bring the aircraft to Poland. It would be a fitting conclusion to a project that has worked hard to tell the Polish Air Force story in the UK for the past five years. During the flight, it is planned to take in other historic locations in Poland but it is critical to raise the required funds first.
In Partnership with the Polish Air Force Memorial Committee the Duxford to Deblin
project has a Just Giving fundraising page. In a unique gesture, every single dedication and message left on the page will be handwritten into a Memorial Book and flown onboard the Hurricane to Poland in August. This book will be presented to the Polish Air Force.
You can leave your own dedication and donation at: www.justgiving.com/ campaign/duxfordtodeblin
You can follow the Polish Heritage Flight at: www. polishheritageflight.com and www.facebook. com/PolishHF
“This set, consisting of 373 pieces in a 1:32 scale, has been created with the utmost dedication to accurate reproduction and attention to detail”
Toys2market 07826 844824
sabrina@toys2market.com
www.toys2market.com
Stand: Upper Marquee
Toys2market will be showcasing a specially selected range of its Small Foot wooden toys at this year’s show, and is inviting independent retailers to come and see the beautifully crafted toys and games in person to appreciate their detail, design and quality.
The Toys2market team has been working closely with Toymaster head office over recent weeks to create a dedicated Small Foot planogram, and film a product demonstration vlog to highlight bestsellers and show how strong the packaging looks on shelf. There’s a show deal on all orders placed.
Focusing on a Small Foot Top 30 at the show, visitors to the toys2market stand will get a first look at Small Foot’s new dinosaurthemed preschool wooden toys, including prehistoric pull-alongs, a dino stacking game and a handy storage tub brimming with building blocks and dinosaur figures to aid imaginative play.
For independents looking to expand their educational offering, there are three different activity motor boards with lights, locks and switches, and some lovely threading toys designed to help little ones tie their shoe laces. Plus there’s the bestselling wooden laptop with phone, magnetic board, letters and chalks, and the popular wooden rolling calculator.
Small Foot is well known for its roleplay toys so there will be a selection of cuttable food playsets and cupcake and ice cream
for kitchen and picnic
year,
display stands to cater for kitchen and picnic play environments. There’s also a new look to Small Foot’s workshopinspired toys with refreshed colours introduced this year, including a toolbox and tool belt with realistic wooden accessories for construction fun.
With summer around the corner, keen young gardeners will also really love the gardening apron and bag full of practical gardening tools.
Members are also invited to take a serious look at the wooden alphabet letters with trains that connect together to form a child’s name. An ideal personalised gift for a new baby or a birthday, these affordable and beautifully made letters are available in three colour waves with letter display cases and Small Foot branded headers to assist with merchandising.
The Just Play UK team is looking forward to presenting a host of its most successful lines at the Toymaster Show, ready to disrupt the industry across a variety of key categories.
Stand visitors will get a first look at the extensive licensed arts, crafts and activities range from Tara Toy, which includes jewellery making sets, sticker kits, vinyl painting kits and more. The range features Moana 2 Wooden
Bangles and Necklace Activity Sets.
More jewellery-making fun can be enjoyed with kits inspired by Disney Tim Burton’s The Nightmare Before Christmas, Disney Princess and Disney Frozen. Plus, there are the Barbie Be A Real Fashion Designer kits, that let kids create fashion looks.
The company is expanding into the games category, with a host of fun board, mat and travel games, launched in partnership with popular licensors, including Hasbro. Pop by the stand to have a go on the Simon Jump Game Mat. The iconic 80s Simon memory game has been given an active play update.
Just Play UK will also showcase its latest collectibles, including Tiny Nightmares. This new range puts a dark twist on collectibles, with an array of collectible figures depicting iconic horror movie characters from both classic and modern films, including the likes of Michael Myers, M3gan and Chucky.
See the furReal brand come to life in your hands with furReal Handfuls. This affordable A/W line is packed with functionality – each pet comes with more than 100 sounds and reactions.
There are two new interactive pals to add to the furReal flock this A/W, too. Coco the Tumbling Panda and Maggie the Feed & Follow Cow. Then, get ready to Knot it! Twist it! Style it! Knotz is the fun, trend-led DIY collectible that lets crafters make one of 12 uniquely-styled plushie toys from bendable faux fur stems and accessories.
Remember When is the latest Disney Doorables theme. Each camera-styled capsule contains four glittery-eyed figures in one of two sizes. Collect 20 character pairs.
For quack-tacular fun, there’s Disney Duckalooz – super-cute stylised ducks based on characters from Disney and Pixar stories. There’s also Warner Brothers DC Duckalooz inspired by DC Superheroes stories.
As Master Toy licensee for Disney Stitch, Just Play will launch fresh new lines ahead of the movie’s May release. Fans can add to their lineup of Disney Stitch figures, with new Stitch Movie Time Blind Boxes and cool Swirl-a-Stitch Clip-On Figures to collect.
UNIVERSITY GAMES AND LAGOON
0207 254 0100
www.university-games.co.uk
Stand: Upper Marquee
Looking for exciting and innovative games and puzzles the whole family will love? University Games and Lagoon, the experts in games and puzzles, are bringing their best-selling favourites to this year’s Toymaster Show –along with thrilling new additions. Get ready to explore engaging educational toys from The Learning Journey, discover the fascinating National Geographic How Things Work STEAM science range, and dive into a world of fun with new games inspired by Roald Dahl.
Just arrived is an engaging new series of educational puzzles in The Learning Journey range. The new Sort and Learn Magnetic Puzzle mazes will have youngsters learning their colours Under the Sea, numbers On the Farm and shapes with Diggers. Supporting a new trending play pattern, the colourful Magnetic Tray Puzzles use a magnetic pen to help children guide the pieces to their correct locations. The new tactile, Lift and Learn Puzzles series will also see little ones explore Space, the Arctic, Colours and Shapes, the Farm, Letters and Inside My Body. These exciting new puzzles, made from recycled paper and soy-based inks, join the best-selling Learning journey Match It!, and jigsaw puzzle ranges that cater for every age from early preschool to 12 years.
New to Lagoon is the National Geographic How Things Work range. This build and play range of STEAM science
Periscope, Monocular, Hydraulic Lift, Blast Off Rocket and Parachute Launcher, which all come complete with an instruction booklet outlining fun facts about the unique build, to help
children understand How Things Work.
children understand How Things Work.
Designed with creative play in mind, these beautifully styled 3D puzzles use card and other materials to promote fun and education.
Very
What’s Up, Charades for Kids, Don’t Say It and Yes! No!, and new arrival Easy Cheesy, will head up the children’s games and puzzles range on display at Toymaster, alongside University Games’ ever-popular licensed character ranges: Roald Dahl, Dog Man, Where’s Wally, Horrible Histories, The World of David Walliams, Tom Gates and Paddington. Brilliant new additions to the Roald Dahl range include Matilda The Extraordinary Challenges Board Game, the Swashboggling Story Telling Dice Game and a Roald Dahl Find It Fast game.
University Games’ licensed preschool portfolio is also jam-packed with adorable licensed characters including The Tiger Who Came to Tea, Dinosaur Roar and The Very Hungry Caterpillar, a range that features the colourful Rainbow Picnic board game and Double Sided Rainbow Floor Puzzle alongside the bestselling Let’s Feed the
Games’ licensed preschool portfolio is also jam-packed with adorable that features the colourful Rainbow Picnic board game range of STEAM science toys includes a and Launcher, fun facts about the unique build, to
Hungry in
1 Puzzle Set, Memory Card Game and ABC
Hungry Caterpillar Board Game, 4 in 1 Puzzle Set, Memory Card Game and ABC Game in a Tin.
There’s also a plethora of family games to
There’s also a plethora of family games to select from including firm favourites Perudo, Pointless, Blurt, Prometheus, Who’s in the Bag, Subbuteo and, new for this year, TV Classic Bullseye and Buying Time board games. The classic Bullseye TV Show will return to our screens this autumn, and the new awardwinning Bullseye Board Game, which is available from May, will ensure players at home will also have a ‘super, smashing, great time’! The game features a dartboard with magnetic darts and hundreds of challenging questions, that follow the categories in the TV Show. As a complementary addition, the new Bullseye Mini Dice Game will ensure families can always have this fun favourite with them when away from home!
Mini Dice Game will ensure families can always have when away from home!
See all of these games and more at the University Games Stand in the Upper Marquee.
at the University Games Stand in the Upper Marquee.
MIGHTY JAXX UK
07510 053 951
brian.mclackland@mightyjaxx.com uk.mightyjaxx.com
Stand: Lower Marquee
Flowers are in full bloom in the all-new Azuma Makoto: Sanrio Hello Kitty Series, as this Sanrio favourite tends to her own garden!
This newest collection features Hello Kitty hard at work in various outfits and with gardening tools while nurturing her own little floral paradise, from loosening the soil to watering little buds.
Take a peek through Hello Kitty and discover what blooms within. From hydrangeas to tulips, it’s a flourishing garden within her mind!
Then get ready to sprinkle your day with cuteness because the Kandy: Sanrio Floral Daydreams Series is here to make your heart flutter! Join your favourite Sanrio characters for the most magical sunny picnic filled with sweet
ONE FOR FUN
0141 613 2525
www.oneforfun.com
sales@oneforfun.com
Stand: Carriage Suite
As usual, One for Fun is leading the way with the latest trends. New for Toymaster are 3D printed dragons, the latest trend to take over TikTok, with more than 50 million posts to date!
These mesmerising mythical creatures have surged in popularity due to their amazing articulated design, creating the perfect fidget toy. One For Fun’s version comes packed in a PET box with the dragon packed on top of the egg, for an egg-citing and eye-catching display. Comes assorted in three colours; purple, green and orange.
Toymaster 2025 will also see One for Fun with its sights set firmly on the winners’ podium with a fantastic range of exclusive Bburago F1 products, covering all the teams and focusing on the winning drivers Aimed at the serious collector and the die-
cast vehicle market, this collection has something at the right price point for everyone. F1 will be massive in 2025 with the launch of the new movie [F1, due for release in June] starring Brad Pitt and many of the leading F1 movers and shakers. The continuation of Netflix’s smash series Drive to Survive Series 7 is now showing on Netflix, too. There’s lots of exciting product around but only Bburago will have the cars actually approved by the individual teams, guaranteeing accuracy for serious collectors and fans alike.
treats and flowery delights. Let’s unwrap the adorableness together, one character at a time, including:
Cinnamoroll’s Berry Sweet Cream Puff: Fluffy and fabulous, Cinnamoroll brings a berry cream puff that’s almost as sweet as their personality! With juicy berries and whipped cream piled high, this treat is the perfect picnic centrepiece.
Keroppi’s Citrusy Key-Lime Pie: Glimmering in shades of green and topped with tiny flowers, it’s a splash of happiness for your picnic spread.
Hello Kitty’s Purr-fect Strawberry Tart: Hello Kitty serves up a strawberry tart that’s almost too cute to eat. Fresh strawberries and a dollop of cream make this dessert a favourite.
My Melody’s Lovely Macarons (Rare): Look! It’s My Melody, the rare gem of the series. She’s brought a tower of pastel macarons that’s simply divine. Decorated with intricate floral details, these sweets are the star of the picnic.
bracelets were massive in 2024 and have moved ‘swiftly’ from shelves. The range has continued to grow. HGL has introduced Pick n Pop Bracelets; these tick every box for creative, sensory fun. Silicone pads are backed with brightly coloured beads in a variety of designs, from hearts to happybees. Charms and crystal string allow the beads to be popped out of the silicone to make and gift their very own bracelets, and the beads make an immensely satisfying ‘pop’ when they are picked.
With the upcoming release of the F1 movie, starring Brad Pitt, look out for exclusive Bburago F1 products, approved by the individual teams, guaranteeing accuracy for serious collectors and fans alike
played with, not static collectables. This awardwinning concept combines the Fidgetz.
HGL is launching Micro Fidgetz series 2, which brings even more tiny toys that can actually be played with, not static collectables. This awardwinning concept combines the mystery of blind bags with the collectability of a range of 25 additional Micro Fidgetz. Concert
All of One for Fun’s collectibles are the focus of a targeted social media campaign, which is chalking up the views throughout the Spring season.
Finally, stretchy, squishy, emoji, shiny, sparkly, cute and definitely foody are the themes for 2025’s Scrunchems range from Tobar. Check out these foody feasts on the stand! Especially the new Fidget Hot dog and Fidget Burger –there’s loads of sensory items including the sensational ASMR ball.
01491 826500
customerservices@rubiesuk.com
uk.rubiesmasquerade.com
One favourite set is The Batman dress-up box set, which includes an inflatable grappling gun, ideal for playtime and imaginative adventures for little ones
Last year Rubies announced the arrival of one of the must-have preschool brands to iti licensed dress-up line-up, with Bluey joining th expansive portfolio. The new Bluey and Bingo jumpsuits were revealed this February, featuring vibrant colours and playful details that capture the essence of the lovable characters including a detachable tail and headpiece. Rubies is also expanding on this range with new Bluey costumes coming soon, featuring a jumpsuit and mask. On top of this, Rubies’ new Paw Patrol collection, due in September, features beloved characters from the hit series including Chase, Skye, Rubble and Marshall. The adorable costumes, available in preschool and toddler sizes, feature jumpsuits with felt backpacks and accessories so little ones can dress up and save the day!
With dress-up offering a unique play value that no other toy can offer, Rubies has developed toyetic box sets featuring costume and accessories for popular characters such as Captain America, Spider-Man, Batman and Barbie. One favourite is The Batman dress-up box set, which includes an inflatable grappling gun, ideal for playtime and imaginative adventures for little ones.
Fran Hales, head of portfolio and marketing, Rubies, chats to TnP about the key role that independent retailers play, and how the dressup specialist supports them…
Are the independents good at giving you feedback on how you can help them sell more of your products?
Do independent retailers step up in other ways that are unique to them?
Right in time for a Friday Halloween, prepare to scare with Rubies’ new Chucky collection of costumes! Featuring dress-up for the entire family from a toddler Chucky through to child costumes and adult options, complete with mask accessories, this range of Chucky and Tiffany fancy dress is ideal for fans of the cult classic horror
Independent retailers have been the foundation of the dress-up industry for decades with their unwavering support of our business. They play a crucial role in providing us with valuable feedback on our products, assortment, and marketing strategies, including POS materials. Their insights are a driving force behind our continuous improvement efforts, helping us tailor our offerings to meet the unique needs of their customers. We value the collaborative relationship we have with independent retailers and we always appreciate the open feedback they offer.
Independent retailers stand out with their unique knowledge and understanding of dress-up; they are specialists within the party industry, understanding the needs and wants of their customer base, while offering more focus on key seasonal beats. This unique ability to cater to the specific needs, audiences and tastes of their communities underscores the invaluable role independent retailers play in the retail landscape.
Why is the independent retailer channel so important to you?
and Tiffany
Do you offer the independent member any special deals both at the Toymaster show and at other times throughout the year?
The independent retailer channel holds a special significance for us due to its connection to the community and its unparalleled understanding of local markets. Independents have a pulse on the needs and desires of their customers, enabling them to offer tailored solutions and personalised experiences that foster customer loyalty.
Other than FSDUs & POS, what else can you offer the independents?
of non-licensed products will be bolstered by the epic for 2025. Rubies is launching a Super Summer across an epic summer ahead. The release of the new Superman film and Jurassic World: How to Train Your Dragon, play a huge role in Rubies’ Super plans,
All product offerings along with an impressive range of non-licensed products will be bolstered by the epic line-up of upcoming theatrical releases and series for 2025. Rubies is launching a Super Summer campaign focusing on key properties and events across an epic summer ahead. The release of the new Superman film and Jurassic World: Rebirth, as well as a live-action adaptation of How to Train Your Dragon, play a huge role in Rubies’ Super Summer plans, as the team gear up to celebrate the upcoming costumes for each of these.
In addition to exclusive discounts showcased at trade shows, we extend special deals to independent retailers throughout the year to support their businesses. From forward order discounts to seasonal bundle offers, our goal is to provide independent members with competitive pricing and incentives that align with their needs. Find us at Toymaster to discover the exclusive show offer!
We offer a comprehensive suite of support services to help them drive sales and enhance customer engagement. From targeted marketing assistance to promotional discounts, bundled product options, and customisable solutions, we strive to equip independent members with the tools and resources needed to thrive in a competitive and challenging environment.
What: Licensing Expo
When: May 2o-22
Where: Mandalay Bay, Las Vegas
Web: www.licensingexpo.com
The world’s biggest licensing event, Licensing Expo , returns to the Las Vegas strip, attracting the leading retailers, suppliers and brands in the toy industry
There are never more pop culture icons in Las Vegas than when Licensing Expo rolls into town. Thousands of brands, IP owners, retailers, manufacturers and suppliers hit the south end of the strip each year to discover the next big thing and secure deals with the world’s biggest properties.
Expectations are big for the show, on a hot streak following a record year in 2024. More than 12,000 international attendees flocked to the Mandalay Bay Convention Center last May, with more than 5,000 brands –including 106 first-time exhibitors – showcasing their latest developments and opportunities for collaboration.
It’s no wonder then that retail attendance continues to soar. The show attracted a record number of retail representatives from the likes of Amazon, Primark,
“
The energy is the reason we come to Licensing Expo every year… It is where the magic happens
Sam
Ferguson, SVP global licensing, Jazwares
LLC
”
Walmart, TJX, Hallmark Cards and Target in 2024, a 35% increase.
It’s an upward trajectory that organiser Informa Markets expects to continue this year.
“Following last year’s recordbreaking attendance, Licensing Expo has grown to host over 12,000 visitors from over 77 countries and continues to increase the number of retail buyers, doubling retail attendance since 2019,” says Anna Clarke, SVP, global licensing group at Informa Markets “In 2025, expect fresher IP, more global representation and even more focus on retail.”
Ever evolving Licensing Expo returns to its traditional home at the Mandalay Bay from May 20-22 this year. But it won’t
Why Licensing Expo is a must-attend
“Licensing Expo is the must-attend event for anyone involved in the business of brand extension, consumer products and global IP licensing. It is where brands, retailers, manufacturers, and innovators gather to forge new partnerships, strengthen existing relationships, and drive our industry forward through creativity and innovation. I cannot wait for the 2025 edition.”
Maura Regan, president, Licensing International
just be business as usual. As licensors and licensees continue to adapt to meet consumer demands and discover new ways to delight and engage fans, so too must Licensing Expo if it is to
fully serve and reflect the industry, says Anna.
new ways to provide the essential resources throughout the year that keep our businesses connected, informed, educated and engaged,” she adds.
That means attracting “the highest quality of brands, speakers, thought leaders and retailers”, as well as creating new paths and opportunities for attendees to make connections. To that end, Licensing Expo’s online event planner will return with “enhanced” features for 2025. The online planning tool helped facilitate more than 8,500 in-person meetings at last year’s event, boosting efficiency and ensuring attendees made the most of their time.
“
Hasbro, Mattel, Lego, and Jazwares are among the confirmed toy companies exhibiting, joined on the show floor by a host of character and lifestyle brands aimed at the kids and kidult market, including Crayola, Sega, The Pokémon Company International, and Minecraft.
Sam Ferguson, SVP global licensing, Jazwares LLC
a keynote moderated by Marianne James, Hasbro’s SVP of global licensing, who will tell how major retail groups are adapting to trends shaping the sector. Marianne will be joined by Brittany Smith, VP of toy merchandising at Walmart; Primark’s global director of licensing Sarah Jackson; and Ada Dou, EVP and chief product officer at Miniso, as they explore how to leverage licensing to disrupt the status quo, and the new influence of artificial intelligence on consumer decision-making.
For those in the UK toy trade taking the plunge for the first time, or just keeping tabs on Licensing Expo from afar, expect the unexpected. The show is notorious as a launchpad for new content, refreshed and reimagined classic brands, and collaborations that only make sense once the final product is on shelves and in the hands of fans.
A new International Pavilion will, for the first time, focus the spotlight on a curated selection of brands and exhibitors from across Asia. Expect highlights from China, India and South Korea’s rapidly growing content and consumer products sectors.
Anna Clarke, SVP, Global Licensing Group at Informa Markets
” The highest quality of brands, speakers, thought leaders and retailers, all in one place
For the toy trade, Licensing Expo offers a vital opportunity to capitalise on the growth of licensed toy sales. With news at London Toy Fair in January that licensed product accounted for more than a third of all toy spend in the UK and Ireland –a figure that is forecast to grow
“The energy is the reason we come to Licensing Expo every year,” says Sam Ferguson, SVP global licensing, Jazwares LLC. “The deal making, the licensors, licensees, retailers, it is all valuable. It is where the magic happens. And the retailers there... that is really where the fun starts to happen.”
A packed lineup of speakers and educational sessions return to the License Global Theatre for 2025. Topics will dive into everything from primers aimed at newcomers exploring the licensing business for the first time, to retail insight, how to unlock new markets in Asia, and how to use style guides to strengthen and expand your brand. Headlining the content sessions is
But the safest bet in the whole of Las Vegas this month is that tariff will be the talk of the show. As the first major meeting point for the industry since the introduction of the US administration’s divisive trade policy, deals made at Licensing Expo 2025 will look a little different than they have in recent years.
Retail Mentoring Programme launches stateside
Brand Licensing Europe’s UK-based Licensing for Retail Mentoring Programme has been a fixture of Licensing Expo’s sister show for 15 years. To mark the milestone, the initiative is launching stateside in 2025 with a pilot programme tailored to American retailers.
“In the US, we’ve been considering a similar programme for years,” says Laura Freedman-Dagg, head of retail, Global Licensing Group. “However, a key challenge is the distance retailers would need to travel for in-person elements. This year, we’re launching a pilot programme that offers participants access to online learning before Licensing Expo. At the show, they’ll receive enhanced support in booking meetings, free tickets to the opening night party, and personalised guidance from our team.”
This
month
our retailers talk about their business concerns, competitors, and what they are looking forward to!
Dan Lovett manager,TheToyBox, Beccles, Suffolk
As an independent retailer, what are your biggest concerns for 2025 in order: (Reduced consumer spending;increased business rates; price increases; Minimum Wage increase; employee National insurance increases; tariffs)
As I’m the manager not the boss (Nigel Kemp) I don't have too many concerns for 2025. However, I'm sure the boss does. Our business rates have already gone up along with the staff wages. We are thinking of ways to help cover the costs, but I haven't resorted to taking pictures of my feet yet!
In terms of potential competitor threats to your business how do you view garden centres, supermarkets, toy suppliers selling direct to consumers and third-party online operators in the Toy sector (ie Amazon)?
Julie Logan owner,The Olive Branch
Castle Donington, Near
Derby
As an independent retailer, what are your biggest concerns for 2025 in order?
1. Reduced consumer spending
2. Price increases
3. Minimum Wage increase
4. Employee National Insurance increases
5. Increased business rates
6. Tariffs
In terms of potential competitor threats to your business how do you view garden centres, supermarkets, toy suppliers selling direct to consumers and thirdparty online operators in the Toy sector (ie Amazon)?
“It is the personal service we can give to our customers that they come back for time and time again”
In terms of competitors to the business we have it from all angles – supermarkets, garden centres, online, direct to customer and good old B&M bargains. But as we all say in our shop and other independent shops up and down the country, it is the personal service we can give to our customers that they come back for time and time again. We get to know them, watch them grow, see their hobbies and what they like, and get products in earlier before a national retailer – that we will always be able to provide.
And after all the above, is there anything that you are looking forward to this year?
This year I'm looking forward to doing more events at the shop and in the town, and seeing customers new and old.
How do you view Toymaster May show in Harrogate – positive and/or negative? And will you be going? What will you be looking for?
Unfortunately, I won't be able to make this year’s May show, (gutted face). However, I did attend the regional meeting at Coventry back in March, and it was fantastic to be able to chat with suppliers and fellow members in a nice, relaxed atmosphere.
Irrespective of what business you are in, as an independent retailer, supermarket chains and garden centres will always be continually diversifying to take advantage of impulsive sales and the need to offer variety to their customers. This can only increase as we move forward. As an independent retailer the challenge is to offer something different – a unique collection of reasonably priced, quality products – while focusing on excellent customer service and personal service. With regard to toy suppliers selling directly online and third-party operators like Amazon, this is another challenge to independent retailers but can be advantageous if there is an opportunity to work with suppliers who value independent business. and ultimately if we can get our pricing strategy right.
”As an independent retailer the challenge is to offer something different –a unique collection of reasonably priced, quality products –while focusing on excellent customer service and personal service”
And after all the above, is there anything that you are looking forward to this year onward?
We always remain optimistic; we are also broadening our offering and targeting specific age groups and trying new products. Our traditional core business of wooden toys has slowed and there is always a need to move with the times and to offer new and innovative products and ultimately provide what is attractive to new and existing customers.
How do you view Toymaster May show in Harrogate – positive and/or negative? And will you be going? What will you be looking for?
We haven't been to the Toymaster Show in Harrogate before but we plan to go this year. We will be looking for new products and taking the opportunity to chat with suppliers and other toy retailers on trends for the year ahead.
Maggie Tibbenham director, ImagineToy Shop Holmfirth, West Yorkshire
As an independent retailer, what are your biggest concerns for 2025 in order: Reduced consumer spending: increased business rates: price increases; Minimum Wage increase: Employee National Insurance increases; tariffs?
Reduced consumer spending: My biggest concern is the decreased number of visitors as well as locals due to town renovation, which includes some buildings being demolished, endless road closures and temporary traffic light systems. This started last year and will continue until late 2026, while us businesses are affected by it massively without any council support. Reduced customer spending just adds to hard times in my town. During Easter half term we definitely saw people spending only pennies and avoiding any larger purchases.
shopping as often as they used to. I continue what I started last year: I refuse to buy from companies that offer only pack-size orders and have large MOQ. By buying in singles it allows me to have many new products in without over-stacking shelves with the same units.
Minimum wage increase: I employ young people and students, which helps both sides; they gain their first work experience and I keep the costs lower. As this year is terribly difficult, I try to work much more, often six or seven days a week, to save on paying staff.
In terms of potential competitor threats to your business how do you view garden centres, supermarkets, toy suppliers selling direct to consumers and third-party online operators in the Toy sector (ie Amazon)?
“I keep being asked about toys, fidgets and sweets that kids saw on TikTok or YouTube and ‘need the most’’’
Increased business rates: Thankfully, my small shop is exempt from business rates but I have new utility contracts in place, which are twice as expensive than before. With higher bills and quieter streets I find this year being much harder than any other before.
Price increases: Always a worry yet I have neither heard nor noticed people complaining. It seems that people have naturally started choosing lower-value items or avoiding
I feel that recently the biggest threat for me as an independent toy shop has been social media and YouTube trends. I keep being asked about toys, fidgets and sweets that kids saw on TikTok or YouTube and ‘need the most’.
Unfortunately, the majority of those products come from an aggressive online marketing presence and are available directly from overseas retailers. Those products are often not tested for the European market, and are of poor quality. Unfortunately, that’s what children now want and we can’t compete with them.
Peter Allinson director,WhirligigToys Brighton, Canterbury, Chichester, Horsham, TunbridgeWells, Horsham
As an independent retailer, what are your biggest concerns for 2025 in order: Reduced consumer spending: increased business rates: price increases; Minimum Wage increase: Employee National Insurance increases; tariffs?
All of these are concerns, and all impact on our business plans and success. However, the biggest issue has been price increases and I can see of lot of that coming down the line, pushing our prices up in turn. We are really focused on margin – it is the only way for us to combat all the other threats – so some clever buying of stock and good negotiating are a big part of our business now.
In terms of potential competitor threats to your business how do you view garden centres, supermarkets, toy suppliers selling direct to consumers and third-party online operators in the toy sector (ie Amazon)?
These are all good routes to market for our suppliers and we understand why they are exploring these channels. However, where we make the difference is the knowledge and experience our team members have. Customers still really value advice and guidance when buying toys, something you just don’t get in other outlets.
And after all the above, is there anything that you are looking forward to this year? Well, we are thinking about Christmas already! It is always our most positive time of the year.
And after all the above, is there anything that you are looking forward to this year onward?
As this is the hardest year I’ve ever had and my town is shaping itself towards being only seasonal rather than an all-year round destination, I just keep going week by week. I always look forward to half terms and festivals, which we have every five to seven weeks from May to November. Half terms and holidays are much quieter than they used to be but festivals still bring a lot of people. How do you view Toymaster May show in Harrogate? And will you be going? What will you be looking for?
It's always been my favourite show. It’s a beautiful setting, there’s a great amount of my favourite toy brands and an easy-going atmosphere. As always, I will say hi to my old good friends but I’d like to refresh some areas of my shop, so I’m hoping to find new, exciting products I’ve not had before.
Devon
In terms of potential competitor threats to your business how do you view garden centres, supermarkets, toy suppliers selling direct to consumers and third-party online operators in the Toy sector (ie Amazon)?
There seems to be a noticeable increase in businesses that are not toy stockists, selling toys. Businesses are expanding and trying new lines, including toys, and this is concerning for small independent toy shops. What online retailers aren't able to offer is face-to-face customer service and the ‘personal shopper’ experience. I often have customers asking me what they should buy, taking the stress and decision-making aspect out of their hands. This is an in-store-only service, that the likes of Amazon can't provide.
TnP catches up with industry experts to talk all things outdoor and wheeled, and on the following pages rolls in a selection of toys that will keep kids entertained in the garden or park…
TnP talks to three industry figures about the current state of the outdoor & wheeled toys sector, pricing, trends and more. Alexandra Crouch, Xootz brand marketing manager, Wilton Bradley, Charlie Allen, CEO of Shiner, and Dave Poulter, MD, MV Sports, all share their wisdom...
How is the outdoor & wheeled toys sector performing at the moment compared with last year? Have the product price points changed as a result?
Alexandra Crouch, Wilton Bradley: The outdoor wheeled toys sector has remained resilient, with growing consumer interest in active, outdoor play. We saw particularly strong momentum in Q4 of 2024, with our wheeled toy brand Xootz achieving a 57% increase in sales and doubling its market share* during that period. While the wider market has faced pricing pressures, we’ve worked hard to maintain competitive price points without compromising on design, innovation, or quality – ensuring continued appeal to both retailers and consumers in this valueconscious environment.
Charlie Allen, Shiner: We have seen good growth in the skateboard
“Our product designs are now increasingly feature-led
Dave Poulter MV Sports
category for the Tony Hawk Signature series; we have maintained our price points and we have seen a lot of younger kids getting into skateboarding, which is great for the future.
Dave Poulter, MV Sports: The outdoor wheeled goods sector here at MV has got off to a flying start, with new and evergreen licences performing ahead of last year. Affordability remains key for our customers and end-consumers alike, and we are seeing price points remaining unchanged.
I think that this is due to our products striking that
go as cheap as possible on nonMV products and then paid the consequences and seen their purchase literally fall apart in front of their eyes. MV has always tested to the highest standards as we would never compromise on children’s safety.
Have you made any changes to your product offering/pricing due to economic circumstances?
AC: While economic conditions have presented challenges, we have remained committed to delivering innovative, high-quality products at accessible price points. Rather than compromising on design or value, we have refined our development and sourcing processes to maintain affordability without sacrificing creativity or performance. Our focus has been on smart innovation to ensure our products continue to offer strong value in a competitive market. CA: We have been keen to keep our pricing the same during all the inflationary pressure over the past three years. Our prices have stayed the same throughout, so overall the value of our skateboards are better than ever. We have also added a helmet and pad protection set that has led to doubling the average sale value per customer as the set is as much as the skateboard. From experience, in-store selling means on average every other customer will leave with a skateboard, pads and helmet.
consciously always produced high-quality toys and we are seeing that customers are willing to pay that little bit more when they know the product will last as long as the child uses the product.
I think that there has been buyers’ regret over the past couple of years where customers have chosen to
We have consciously always produced highquality toys and we are seeing that customers are willing to pay that little bit more when they know the product will last as long as the child uses the product. Additionally, we have increased our offering of added-value products as customers are looking for designinspired products that offer more the core function. For example, our Squishle scooters provide a high-
4 IN 1 GAMES SET B
BALANCE BIKE WITH LIGHT UP WHEELS
quality scooter with on-trend washable Squishle pouch that can be used as a scooter decoration and is perfect for little ones to store their treasures on the MoVe. The Squishle pouch can also be worn on the wrist, making it the ultimate companion for every adventure – store it, ride it, and wear it!
Are there any new trends in the sector or more popularity within a certain outdoor wheeled sub sector?
AC: We’ve seen a significant rise in demand for electric products within the children’s market, particularly e-bikes. As families look for new and exciting ways to encourage play and active lifestyles, electric ride-ons have grown in popularity.
In response to this trend, we’ve developed the Cobolt Electric Bike, designed specifically for children aged five and above. It offers a safe, accessible introduction to e-bikes, combining fun with function, and reflects the growing appetite for innovation in the wheeled category.
CA: With younger kids we have seen more mini skateboards selling, so we are bringing in more models with a shorter length and narrower boards to help with the demand.
DP: Yes, we are seeing much greater demand for ride-ons in general. Last year we had huge success with our foot-to-floor bobbles and licensed ride-ons. This year we have seen that trend continue, but now we are also seeing a greater interest in 6V / 12V battery ops. Almost nine months ago we launched our first bumper car, which sold out before Christmas! Taking the hint, we launched an array of licensed bumper cars, which also sold out quickly, and have been repeat-ordered many times since. We also have increasing interest in 4x4 licensed vehicles like our newer Stitch and Bluey quads, right through to Vespa and motorcycles.
With such a heavy emphasis on technology in children’s lives do you find this influencing product development in your business?
AC: With technology and global innovation at their fingertips, today’s children have higher expectations for interactivity, creativity, and excitement in their play experiences. This shift
continues to influence our product development, driving us to create engaging, futurefacing products that blend fun with function. By embracing new technologies, trends, and design thinking, we aim to inspire the next generation through
technology has evolved and added to a variety of wheeled products in the market, the traditional skateboard is still by far the product of choice for kids and athletes alike. The Tony Hawk Signature series boards are designed with the highest-quality parts so that even though they are made for a lower price they perform like a pro skateboard.
Without a doubt. MV has always been a ground-up designer of product and proud of our innovation. Our product designs are now increasingly feature-led, and lights and sounds are now almost standard in our thinking, taking inspiration from TV and movies.
This is where our Hot Wheels scooter with revver was born, and it has jumped into our top three sellers since its debut at London Toy Fair. Likewise, the Bluey 6v 4x4 ride-on that we cleverly designed to look like a replica from the show went viral following the sale to Aldi last year, with queues literally around the block from store opening. We intend to grow this success with other TV- and film-inspired replicas, particularly on our hot licences such as Stitch, Hello Kitty and Wicked.
If retailers could only choose one outdoor wheeled product what one would it be and why?
AC: We would confidently recommend
The Comet, our standout performer in the battery-operated ride-ons category, and last year’s best-seller by value sales.* Combining striking design, reliable performance, and great value, The Comet continues to capture the attention of both retailers and families. It’s a proven favourite that delivers strong sell-through, making it an ideal choice for retailers looking to stock a high-impact, high-demand outdoor wheeled product.
CA: Skateboarding is now an Olympic sport and has appeal and participation throughout all age groups. This makes it the perfect wheeled product to have on the shelves to appeal to the kid looking to get into action sports or the nostalgia of the parent who is paying for the present.
DP: I would say our new range of Pets2Go tri-scooters. Again, since their debut at LTF this year, they have gained real momentum. The collection features a lovable lineup of favourites available domestically; choose from Kitten, Pony and Puppy. Each cuddly pet pal comes with a matching bag for on-the-go storage. With sturdy steel frames, puncture-proof EVA tyres and adjustable handlebars, these scooters are built for both fun and function. Bursting with personality, they’re perfect for little adventurers and sure to fly off the shelves. It’s three toys in one!
Do you have any strategies to support retailers?
AC: Supporting our retail partners is a key focus. Following the success of our 2024 Fun Unleashed mass media campaign,
Xootz Vi per Pedal Go Kart is the #1 bestselling item items in value sales.
we’re continuing to invest in building the Xootz brand through targeted activity across TV, YouTube, influencer marketing, and social media. These campaigns are designed to drive consumer awareness and demand, directly supporting sellthrough in store and online. Our aim is to create brand pull that benefits retailers at every level, backed by compelling content, strategic timing, and consistent messaging.
CA: We have full-size Tony Hawk cardboard cutouts for display in store to help drive sales.
What changes have you noticed in your products that were very different from when you were a child?
AC: The most noticeable change has been the integration of technology within products. Today, children expect more interactivity, innovation, and excitement – driven by the digital world around them. From electric ride-ons to app-connected features and enhanced safety tech, the evolution of play has been shaped by advancements in technology, and that continues to influence how we design and develop our products at Wilton Bradley.
CA: Skateboards now have twin tips where originally when I was a kid they were directional and fish-shaped!
DP: Choice! You only ever had the choice of a couple of coloured scooters, with a licence or two at most. Now, you can have two or three wheels, lights, sounds, pets, Squishles, all in more than 28 different licences.
*Source: Circana
DOLU
07877 443733 / 07850 779797
sales@sjr-associates.co.uk
This year Dolu has its strongest range ever, not just with the Dolu own brand, but also with licensed Mattel lines manufactured by Dolu, plus the new Nursery Range launched last year, Dolu Nuvo. For SS25 come new items and complete new colourways, which had a fantastic response at London Toy Fair – and based on sales, fantastic response from consumers!
Dolu is now one of the major manufacturers for outdoor toys, but also manufactures more than 200 other items including items produced under licence for Mattel for all year round and Christmas. Everything is manufactured and delivered direct from the company’s own factory in Istanbul, with no MOQs.
For those retailers who might also be having a great start on outdoor but are having to wait up to 90 days for repeat orders from the Far East, please contact Ria or Steve as an alternative and to not miss out on outdoor sales.
SHINER
0117 20 20 120 sales@shiner.co.uk shiner.co.uk
trend, this 90s-inspired design features a foam padded collar and tongue for a chunkier style.
through summer and beyond with Heelys, the original two-inone wheely shoe launched in 2000.
Heelys encourage people of all ages to explore their world and lead active, healthy lifestyles through the benefit of movement, whether through rolling or walking, indoors or out. With a huge range of single- or two-wheeled styles suitable for adults and children alike, Heelys are super fun, easy to ride and great for co-ordination.
The SP25 collection recently introduced a new Heelys shape – the Kolect. Tapping into the current Y2K, nostalgia
Available in various colourways, all include a large custom Heelys logo for a classic noughties vibe. For FA25, this design expands into an X2 style with two wheels –the Kolect X2 in White/Pink is tipped to be the standout colourway. Perfect for first-time Heelyers, two-wheel designs provide extra stability and balance to help get the ball, or wheel, rolling.
expands into
Building on the success of the Rezerve design, the SP25 collection added various new variations and colourways. The Rezerve FN in particular is well on the way to becoming a Heelys icon, thanks to its class court style and classic colour combos similar to the big-name trainer brands.
The key SKU for FA25, the Rezerve Low in Stone/Cream, will appeal to all sports fans with its basketball-esque shape and sporty colour combo. Available in sizes C12 up to an adult 9, it will see customers through any occasion. appeal to all sports fans with its basketball-esque shape and sporty colour combo. Available
01217488000
info@mvsports.com www.mvsports.com
Paw Patrol continues to be a top-tier evergreen licence, bringing action-packed fun to every adventure. MV’s Paw Patrol range delivers excitement, engagement, and developmental benefits, all wrapped in bold, character-driven designs that kids love. With a fresh line-up for 2025, MoVe’s latest additions are set to be some of the most exciting and in-demand products in our portfolio.
ultimate outdoor play bundle, designed to keep
little ones. Whether whizzing through the airport or storing toys and clothes for a weekend getaway, the Rollacase makes every journey smoother and more fun.
“The Paw Patrol 12” Balance Bike with Light Up Wheels takes learning to cycle to a whole new level, with coloured LEDs in the wheels’’
Leading the charge is the new Paw Patrol 4 in 1 Bumper Box of Garden Games. One of the most anticipated releases for 2025 and a strong contender for bestseller status. This action-packed set is the ultimate outdoor play bundle, designed to keep kids entertained for hours while developing essential motor skills, coordination, and teamwork. With four exciting games in one, the Bumper Box brings variety and adventure to outdoor play. Pop & Catch is a fast-paced challenge that tests reflexes as kids launch and catch balls in pop-up scoops. Sticky Catch adds a fun twist to a classic game, using Velcro-style paddles to make catching even more exciting. Target Shot lets little ones take aim and improve their throwing accuracy, boosting confidence and sports skills. Finally, Bat & Ball rounds out the set with a timeless classic, encouraging active outdoor fun with a lightweight bat that’s ideal for beginners. Bursting with vibrant Paw Patrol character graphics, this set transforms any garden into an adventure zone, making it perfect for summer play and family-friendly fun.
The Paw Patrol Rollacase is the ultimate 2-in-1 ride-on and carry case. This cabinsized travel essential offers a smooth ride with foldaway footplates, a comfy moulded seat, and a handy pull-along strap for effortless transport
to make catching even more exciting. Target Shot lets little ones
Bringing even more excitement to first rides, the Paw Patrol 12” Balance Bike with Light Up level. Featuring motion-activated multi-coloured wheels,
Adding to the excitement, the Paw Patrol Fast Folding Toddler Swing is designed for little adventurers aged 6-36 months. Built with a sturdy steel frame and UV protection, it’s perfect for both indoor and outdoor use, ensuring yearround play. The five-point safety harness, full fabric lower body surround, and high back support provide security and comfort, while the soft-touch adjustable ropes allow the swing to grow with the child. Parents will love the fast-folding mechanism, which makes storage and transport effortless, ideal for those who want a space-saving solution.
For little explorers on the move, the Paw Patrol Rollacase is the ultimate 2-in-1 ride-on and carry case. This cabin-sized travel essential offers a smooth ride with foldaway footplates, a comfy moulded seat, and a handy pull-along strap for effortless transport. Featuring secure locks and internal storage compartments, it keeps travel essentials safe while doubling as an exciting ride-on for
Bringing even more excitement to first rides, the Paw Patrol 12” Balance Bike with Light Up Wheels takes learning to cycle to a whole new level. Featuring motion-activated multi-coloured LEDs in the wheels, this dazzling effect adds extra excitement while improving visibility. A lightweight steel frame, puncture-proof EVA tyres, and adjustable handlebars and seat ensure a sturdy, confidence-boosting ride as children develop their balance and coordination. Soft, moulded handlebar grips provide extra comfort, and with vibrant character graphics, this bike is set to be a favourite among Paw Patrol fans.
adjustable handlebars and seat ensure a sturdy, confidence-boosting coordination.
vibrant favourite among Paw Patrol fans.
to adventure, all while building key motor skills and confidence. These
With this Paw Patrol range, kids can swing, ride, and play their way to adventure, all while building key motor skills and confidence. These standout products combine fun, safety, and developmental benefits, making them a must-have for retailers looking to bring the excitement
BIGJIGS TOYS
01303 212691
help@bigjigstoys.co.uk www.bigjigstoys.co.uk
“When designing outdoor toys, our thinking goes beyond the entertainment factor. We think about the experiences they introduce children to”
Liz
Ireland, founder and MD, Bigjigs Toys
Throughout 2025, Bigjigs will be introducing a series of outdoor toys that attracted a lot of interest at this year’s trade shows. The new wooden Bug House is already proving to be a big hit. It’s beautifully designed with removable box plants, windows, doors, and roof pieces, so kids can easily observe their resident minibeasts.
Likewise, the new single-wheeled Garden Wheelbarrow has caught retailers’ attention. It’s a great example of how Bigjigs designs products that look, feel, and work just like the real thing. Giving kids the opportunity to help out with real-life gardening tasks taps into parents’ desire to raise little nature lovers, making these types of products a retailer must-have.
Finally, the new Balance Bikes are set to become a firm favourite for their stylish aesthetic and durability – and they’re available in three soft shades of pink, green, and cream.
0117 20 20 120 sales@shiner.co.uk https://shiner.co.uk
Get kids outside and on wheels this summer with the Tony Hawk Signature Series.
Everyone knows Tony Hawk as a legendary skateboarder, and kids can join in the action with the Tony Hawk Signature Series, which offers a huge range of high-quality skateboarding products aimed at the entry-level skateboarder. Whether they’re drawn to the sport from watching the man himself or seeing older kids at skateparks, its reputation for being the perfect ‘first skateboard’ isn’t exaggerated.
Legendary skateboarder Tony Hawk has approved every component and pro-quality graphic throughout the brand, giving the look and feel of a truly professional skateboard
From the very beginning, feeling like a pro is important. By providing great-looking, highly functional skateboards, the Tony Hawk Signature Series aims to inspire and encourage the next generation of influential skateboarders.
Tony Hawk has approved every component and pro-quality graphic throughout the brand, which means every Tony Hawk Signature Series product has the look and feel of a truly professional
skateboard, without the price tag.
Those new to skateboarding can find their feet with the 180 series, which comes ready to skate, no assembly required. All completes come fitted with quality components to help beginners learn and develop their skills.
The Tony Hawk Signature Series 180 Wingspan Complete 8” features the iconic hawk graphic in bold colours, combined with a full maple deck, aluminium trucks and 54mm 95A PU injection wheels.
Parents can rest assured that their kids are safe with the Tony Hawk Multisport Protective Set. The set consists of a helmet with size adjuster to ensure a perfect fit and a full pad set (knee, elbow and wristguards) with adjustable elastic straps, to keep them safe while they practise their moves.
WILTON BRADLEY
01626 835400
sales@wiltonbradley.co.uk www.wiltonbradley.com
The Wilton Bradley team is excited to announce the expansion of its licensed product line-up this year: the iconic Land Rover Defender and the exhilarating Aprilia Motorbike.
Exclusive to the UK and catering to young explorers eager to embark on their own adventures, the new Land Rover Defender ride-on combines style with functionality, making it a must-have for the season. With its authentic design mimicking the iconic vehicle and including cutting-edge features that ensure a safe yet thrilling ride, this Land Rover Defender is destined to be the season’s ultimate must-have.
For the speed enthusiasts and budding racers, the Aprilia Motorbike Ride-on is a dream come true. Capturing the essence of
the legendary Aprilia racing heritage, this ride-on is designed to deliver not just the looks but the exhilaration of a real motorcycle adventure.
For younger riders, the new Xootz Unicorn and Dinosaur Rideon Bumper Cars are designed with the utmost care for safety and fun. The Unicorn boasts a host of magical features such as a light-up horn, creating an enchanting light that will delight young riders, plus hairbrush and carrot accessories,
operated ride-ons in the UK.*
encouraging interactive play and fostering
Following from the successful 2024 Xootz mass media campaign – Fun Unleashed! – the company has a new mass media campaign for 2025, including TV advertising, designed to show off its most exciting products
The company’s commitment to independent retailers extends beyond just providing products; it also offers valuable support and resources to help these businesses thrive. Whether through marketing assistance, product training, or logistical support, the Wilton Bradley team aims to ensure that indie retailers have the tools and knowledge they need to succeed.
a sense of responsibility in young minds.
Meanwhile, the fun appeal of the Bumper car range continues to resonate with consumers. Wilton Bradley’s Big Bumper Car remains an evergreen favourite, as evidenced by engaging consumer videos on platforms such as TikTok showcasing the sheer enjoyment they provide. The Wilton Bradley team is proud to be the #1 corporate manufacturer of battery-
PEG PEREGO
07743 878084
phil.howe@pegperego.com www.pegperego.com
Peg Perego is a premium ride-on toys specialist. The John Deere Gator is synonymous with outdoor fun and versatility. Its sturdy build, spacious cargo area, and realistic features make it the perfect companion for young adventurers tackling big tasks. New for 2025 is the John Deere RC Tractor, which introduces the excitement of remote-controlled play to the iconic John Deere tractor. Designed for aspiring young farmers, this ride-on toy features realistic details, intuitive controls, and smooth manoeuvrability, delivering hours of interactive fun.
marketing assistance, product training, or logistical support, the Wilton Bradley team aims to ensure that indie retailers have the tools and knowledge they need and personalised service enriches the industry and enhances the overall shopping
Independent toy retailers are invaluable assets to the toy retail landscape. Their commitment to diversity, community engagement and personalised service enriches the industry and enhances the overall shopping experience for consumers.
Building on the success of the 2024 Xootz mass media campaign – Fun Unleashed! – the company will be continuing to invest with a new mass media campaign for 2025, including TV advertising, designed to show off its most exciting products and put Xootz firmly on the map.
*Circana Market Overview Report – Q4 2024 – UK Toys. Stats for both value and unit sales.
Novelty, new trends and seasonal sales spikes give the steady-selling stationery and back to school category a welcome boost for 2025
Stationery and back to school lines provide retailers with a year-round draw that appeals to both kids and parents, straddling the line between plaything and practical school necessity. From pens, pencils, and cases to recent lifestyle trends such as hydration bottles, this varied category is a staple for retailers, with steady sales and seasonal spikes.
For Maggie Tibbenham, director of Toy Shop in Holmfirth, the category has always been a “solid seller”, and she is always on the lookout for new brands and novelties. “Kenji has been my best seller in the few months, as all kawaii [cute Japanese-inspired] stuff is very popular. Chameleon pens, although pricey, always sell quickly. This year I would like to try Legami, it looks really lovely and is affordably priced.”
At independent chain Whirligig Toys , stationery lines “do really well” and are a key fixture across its six stores in the south of England, says owner and founder Peter Allinson . “We’ve seen a real rise in stationery sales across the year and invested more space for it in our shops.” Best-sellers are the core classics: “pens, pencils, notebooks – it is what people really want,” he adds. As with every product category, stationery and back to school lines are impacted by the near endless shift in retail and consumer behaviour. “It’s constantly in motion, especially with a customer base
“We’ve seen a real rise in stationery sales across the year and invested more space for it in our shops
”Peter Allinson , owner, Whirligig Toys
that changes each year as kids grow and new trends emerge,” says Tara Strickland , head of design at Santoro “What sets our brands apart is that they offer more than just function. They’re rooted in heritage, rich with storytelling, and have a collectible charm that keeps customers coming back year after year.”
On the rise among Santoro’s offering are mood-boosting stationery items that offer kids opportunities for personalisation and self-expression, says Tara. “Customers want items that feel joyful and unique, no matter what age they are,” she says.
Other on-trend pick-ups are novelty pens and hydration products, reveals Blueprint Collections managing director Lisa Stand. “They are selling well at the moment,” she says. “The Squishmallows collection has proved to be very popular and continues to grow.”
“
Tech is everywhere, but the excitement of a fresh, clean notebook or a new set of colourful pens is timeless
Tara Strickland, head of design, Santoro
”
A large part of the category’s wider appeal is as a respite from screens and technology which, despite offering their own benefits and play patterns, are often viewed by parents and giftgivers as best enjoyed in moderation as part of a varied play routine.
“We’re seeing a strong lean towards tactile products that offer a break from screen time, especially for kids,” says Tara Strickland at Santoro. “Tech is everywhere, but the excitement of a fresh, clean notebook or a new set of colourful pens is timeless. We like to think our products bridge that gap between the digital and physical by blending fun with function, while also supporting creativity and real-world learning.” As the summer holidays and subsequent back to school period rapidly approaches, now is the time to order the latest items on the market to make the most of the late-summer sales period. From Santoro that means stocking Bangoberry. “It’s practical for back to school, playful enough to stand out, and taps into a wide age range,” says Tara. “It’s a collection with character – literally!”
SANTORO
sales@santoro-london.com | 02087811104 | www.santorotrade.com
Two new characters have just joined the Bango Bunch, and they’re ready to steal hearts! Say hello to Remy Raccoon, the curious night explorer with a love for sparkly treasures, and Tiggy Tiger, the bold and bouncy jungle adventurer with a wild imagination.
The all-new Bangoberry range celebrates these adorable newcomers with a playful collection of updated favourites and exciting new surprises. From school to playtime, there’s something for every Bangoberry fan to love and go bananas for.
Back by popular demand, classic Bangoberry products now feature fresh, vibrant designs inspired by Remy Racoon and Tiggy Tiger. Think colourful rucksacks and bags perfect for everyday adventures, adorable character keyrings and character pouches to collect and attach to bags, and the ever-popular furry pencil cases and furry notebooks.
This latest collection also introduces a wave of entirely new products to the Bangoberry world. Fans can now squish and scribble with the delightfully cute puffy keychain notebooks –tiny, tactile treasures that are just as fun to squeeze as they are to jot notes and doodles in. The animal-themed pencil cases are bursting with cuteness and character (quite literally), while the launch of more Bangobob charms lets fans personalise bags and
accessories with a sprinkle of playful, Bangoberry flair.
Of course the fun doesn’t stop with stationery and accessories. The range still includes fan-favourite games and activities like the Pop Out Playscape, a fold-out world for storytelling and imaginative play. Plus there’s the endlessly fun Stick And Play reusable sticker books, where kids can stick, peel, and play, again and again.
This updated range is brimming with even more personality, colour, and charm than the last. With Remy Racoon and Tiggy Tiger in the mix, the island’s never been livelier – and there’s never been a better time to explore it!
01159 475200 | office.uk@depesche.com | www.depesche.com
Back to school is around the corner, and you don’t need to look any further then Depesche for a comfortable school bag, a completely filled threecompartment pencil case or a suitable sandwich box with drinking bottle. Get inspired by the new back to school items by TOPModel, Miss Melody and Dino World, bringing variety and fun into children’s everyday school life!
Finding the ideal school bag is not all that easy. In terms of size, capacity, design and price, the wishes of parents and children may well be at odds. But look no further: Depesche’s handy school backpacks come in a variety of designs by TOPModel, Miss Melody and Dino World, have plenty of capacity, as well as being manufactured with long-lasting, high quality as standard. The trolley version sidesteps any strain on kid’s backs, while its practical wheel cover saves indoor areas from stains. Excellent for everyday school life.
01303 212691 help@bigjigstoys.co.uk www.bigjigstoys.co.uk
Learning isn’t just about sitting down and copying lines from a board, children can progress in essential subjects such as mathematics and literacy and develop their cognitive skills through play. Play pedagogy is a vital aspect of the Bigjigs Toys brand, whose educational products are designed to engage kids with the curriculum so that they are more likely to retain the information.
Depeche’s completely filled three-compartment pencil cases have pens and pencils, scissors and glue always handy. Check out the variety of beautiful motifs featuring TOPModel, Miss Melody, Dino World and more as well as stylish all-over print versions. The triple pencil cases each contain 18 highquality pencils and felt tip pen respectively, two regular pencils with different grading scales, ruler, sharpener, eraser, scissors, glue stick and a cute goodie, such as a miniature Velcro purse, a mirror, or a lovely tag.
Packing young ones a school snack into practical and beautiful sandwich boxes and drinking bottles makes the food even tastier. Each of Depesche’s sandwich boxes has three compartments that can be opened separately, ensuring that sandwiches can be kept separate from fruit, vegetables and other tasty snacks. The corresponding drinking bottle with charming motif is made of aluminium or unbreakable plastic, complete with a leakproof lid, making sure the drink is ready to be consumed without spilling.
Bigjigs believes in a holistic approach to learning: toys and games made for education should prepare children for everyday life as well as their next year of school. The company’s tools and toys focus on a range of areas such as language, arithmetic, fine motor skills, problem-solving and social-emotional development.
There is also a noticeable trend in parents looking for educational tools that will capture their child’s interest and don’t involve staring at a phone or tablet. Earlier this year, Bigjigs Toys acquired Fiesta Crafts. This collection includes a variety of magnetic sets that are ideal for back-to-school preparations.
Children can expand their vocabulary with the Magnetic Words set. Suitable for kids in years three to five, this board is ideal for those in or going into Key Stage 2. Parents can make learning language more exciting by introducing these words as a game. You could pick words from the pack and create a story out of them, play word bingo or introduce a spelling quiz. Another great product in this range is the Magnetic Times Table Board. The pack includes colourful pieces with questions on the front and answers on the back to make it simple to check whether you’ve got everything correct. Young budding accountants will be ready for school and able to show off their maths skills to their classmates with this easy-wipe board.
JJ Toys started in the late 1970s. My family were always in retail, and had the opportunity to purchase two toy shops in Golders Green and Edgware in North London. Over the years we have expanded to Stanmore and St John’s Wood in Greater London, Walton-on-Thames in Surrey, Radlett in Hertfordshire, and the present shop in Gerrards Cross (having relocated three times within this Buckinghamshire town).
What’s your company mission?
We have dedicated ourselves to bringing joy to children, parents and families. JJ Toys takes pride in offering our customers a well-
Kamlesh , which won the Independent Toy Retailer of the Year (Single Store) category of the Toy Retailer of the Year Awards, organised by the BTHA and the TRA
Eachtoy is chosen not justforitsfun factor, but for itspotential tospark imagination ” “
thought-out, handpicked range of toys, dolls and games; everything from wooden toys and engaging dolls, to puzzles, STEM kits and educational games. Each toy is chosen not just for its fun factor, but for its potential to spark imagination.
Our company mission is to support local causes. We participate in local charity events and sponsor community projects (we currently sponsor an under 12 girls’ football team), to build a positive impact and connect with the community.
How did you feel when you heard the news of your win?
Having moved to a much bigger premises in February 2024, I felt incredibly excited and proud. Winning the Independent Toy Retailer of the Year (Single Store) award brings a sense of recognition from industry peers. In many ways it validates all the hard work, creativity, and dedication that goes into making the shop stand out.
What do you believe sets you apart from other toy shops?
Our new location [on Packhorse Road], nearer the common and the park in Gerrards Cross, provides customers with closer parking and better access to the store. We now have a bigger, brighter space.
The new layout enables us to offer shoppers more brands, bigger ranges,
and ultimately more choices. As part of having more space, we’ve been able to better display our products. We’ve introduced more FSDUs and incorporated a Brio play table. The extra frontage and space outside has enabled us to introduce outdoor play tables, too. With miniature shopping trolleys for some of our smaller customers, wider aisles for parents with buggies and pushchairs, and now more dogfriendly, JJ Toys is a more inviting and inclusive shop.
Are you a member of any trade associations or buying groups?
We’re a member of the British Toy & Hobby Association (BTHA). Its informative emails are very helpful. We’re also a member of Toymaster. With the support it provides, it’s vital to our business. We’re proud to be independent yet very much part of the toy industry.
How would you describe your merchandise mix?
Our aim is to offer as wide a range as possible, from pocket money through to high-end items. With Reydon Sports as a new supplier, we’ve expanded our outdoor range and are seeing particular success in football team merchandise products.
What are your key categories?
Like many other independents, construction is the biggest category.
Trading cards is currently our second category, thanks to Pokémon. And, now with our wider aisles, newborn and preschool categories are having a bigger impact.
How many brands do you carry?
We stock well over 100. The most popular are Lego, Pokémon, Ty, TOPModel, Barbie, Hot Wheels, Sylvanian Families, Paw Patrol, VTech, Fisher Price, Pepper Pig, Thomas and Friends, Squishmallows and Nerf.
How do you find products?
We find new products in-person at The Toy Fair, Spring Fair, Autumn Fair, Toymaster regional events, and the Toymaster May Show. We are good at reading the trade press too, with articles and product features proving useful. But most of all, we find having good
relationships with agents and reps is the key to finding the best products.
How many suppliers do you deal with?
Here are a few (apologies if I miss some): Lego, Asmodee, Character Options, Ty, Mattel, Hasbro, Spin Master, Depesche, Ravensburger, Bandai, Epoch Making Toys, John Adams, Kandy Toys, Learning Resources, MGA, Mookie Toys, Reydon Sports – and many more.
What’s currently selling well?
All the new releases from both Lego and Pokémon.
What are some of your new arrivals?
Some of the new arrivals at the moment are Ty Beanie Bouncers, Zuru Mini Brands/5 Surprise, and Paw Patrol Air Rescue.
How do you get the word out there?
Social media and gelato! We post fairly frequently on Facebook and Instagram, and found everyone loves ice cream. So as part of our move to bigger premises, we introduced a gelato counter at the front of the store. It’s certainly created a buzz in the local area and has helped us attract new customers, increase visits from existing customers, and attract past customers. The gelato has increased our age range and broadened the demographic of our shoppers, not only in Gerrards Cross but further afield across South Buckinghamshire.
What’s your background?
My career background can be defined in one line. I’ve had only one job since finishing college: JJ Toys. Why did you decide you wanted to go into toy retailing?
Going into toy retailing was a natural step for me as I had a passion for toys, enjoyed working with children, and also could see the rewards that toys bring to young minds.
What’s a typical day for you?
Once the shop is open, I set the tables and chairs outside. I ensure all the displays are tidy, shelves are stocked and the store is ready to welcome customers. Then I check stock levels, restock shelves, update inventory records, and order new stock.
What part of your job do you enjoy most – and least?
I love engaging with customers: helping them to find the perfect toys, answering their questions, and providing personalised recommendations. What do I enjoy least? Having to turn customers away after closing time!
What’s your proudest professional achievement?
When customers comment on the number of awards we’ve won.
What’s your all-time favourite toy or game?
When I was younger, I loved The Amazing Magic Robot game. If anyone remembers, I still haven’t figured out how it worked!
What’s your current favourite toy or game on your shelves?
The Lego Technic 42207 Ferrari SF-24 F1 car.
Withminiatureshoppingtrolleysfor someofoursmallercustomers,wider aislesforparentswithbuggiesand pushchairs,andnowmoredog-friendly,JJ Toysisamoreinvitingandinclusiveshop
Have you spotted any hot trends?
We’ve not seen any big new trends as yet, but fidget and sensory toys remain popular. Kidult continues to steadily grow – and anything connected with a social media influencer.
Do you offer any services?
The move to our new premises gave us the opportunity to look at all the ways that people –both in Gerrards Cross and across the UK – now like to shop. By working in partnership with Buckinghamshire-based ecommerce business Yipp-e, we now have a much more effective way of selling to our online customers.
With our upgraded website (www.jj.toys) linked directly through
Our aim is to offer as wide a range as possible,from pocketmoney throughtohighend items ”
to www.yipp-e.com, everything is kept in sync in real time with our Epos Now system. Online sales are simple, and the customer response has been tremendous: shoppers love our new click & collect and local delivery.
What are you most excited about stocking for the next season?
With so many films for kids and families coming out, we’re excited about the toys from A Minecraft Movie,
What’s next for toys and games?
We seem to be selling more and more adult games, and will be looking to expand this category, as well as footballrelated items.
What’s next for your business?
We potentially have something in the pipeline, but don’t want to say too much at the moment. Watch this space!
he matter of keeping shoppers in your store once they have entered is one that all retailers should give at least some thought to.
‘Dwell-time’ is frequently cited as part of the good hygiene of any retailer that knows what’s what. Yet more often than not, the focus is almost entirely on getting them through the door. Dwelltime, however, matters, a lot.
Consider heading into a supermarket. The objective is to get in, get it and get out as quickly as possible, and the grocer’s job is to make this straightforward while providing a little in-aisle temptation along the way. To this end, there are shelf ‘wobblers’. These are the, normally printed, 2D things that stand proud of the shelves and are intended to bring to your attention branded items, whether it’s cans of beans or confectionary. It’s all about extending (very momentarily) your dwell-time as you rush around, digital shopping list in hand.
That’s one extreme, but what happens if the arena in question targets younger shoppers and how do you go about engaging them and making their shopping trips more memorable?
For an answer, it’s worth taking at look at the newly-opened Thalia bookshop in Hamburg’s Westfield-Überseequartier shopping centre. Given the number of digital distractions that exist all around us, getting kids to feel at home in a store filled with printed matter might see like a bit of a tall order.
The answer is an octopus in Hamburg’s Thalia bookshop “ ”
The answer is an octopus in Hamburg’s Thalia bookshop. The cephalopod in question is in fact bright yellow. It is located on the store’s first floor and is very much bigger than anything you might find in the nearby North Sea (Westfield-Überseequartier is in the Hanseatic metropolis’ harbour district and the briny is, literally, a stone’s throw distant).
The point about the creature is that it is in fact a children’s playground slide and it’s given pride of place at the heart of the area for kids’ books. Thalia has worked out, pragmatically, that relatively few of its youngest shoppers will possess the ability to spend long periods staring at book spines on shelves. They will do this, under supervision, for a while, but eventually attention strays. When it does, Olli the O awaits and the theory goes that when they tire of this, the infant prodigies may yet return to the books.
It also works insofar as it’s the kind of shop where children can be left in the area designated for them while parents head off to check out the offer aimed at ‘adults’. All of which does set this apart from a standard bookstore, and when everything is complete there is, of course, a coffee shop where young and old can take a look at what they’ve purchased while imbibing.
Thalia has done what any good retailer should –considered its customers, what they expect and then worked from there to come up with something that will work for a broad range of ages by segmenting the space.
But can all of this be done in a dedicated toyshop? To an extent, among the better operators in the sector, it already is, and as might be expected it is Hamleys that provides an object lesson in how to go about this. Forget for a moment the costumed types dancing outside the doors of the Regent Street flagship. Their job is to get shoppers across the threshold. This is relatively simple when compared with the task that confronts associates in the store.
From demonstrators to eateries, play areas to bright lights and digital displays, from a child’s perspective this is a store that is about visual overload, and for parents the test may be getting their darlings back out onto Regent Street, rather than wondering whether they are ‘getting it’.
Yet very few stores can be like Hamleys. What is required then is perhaps a blend of what is being done at Thalia and something that is a response to where a store happens to be. Thalia has taken its location as the cue for an interior that its younger visitors may not immediately be aware of. Yet subconsciously the link between docks, port, sea and bookshop may well be made, by both parents and offspring.
Straightforward then. Look around you and try to discern what sets where your store is from anywhere else. This done, the job is to try to translate this into an environment that reflects the concept and which will offer a pause from the everyday matter of shifting the toys that you have on the display units. And as Ollie proves, this does not have to have anything to do with the products that are being sold; it’s simply about keeping your customers in situ and making your store the kind of place that will be a destination.
This has been a wordy piece of extemporising that should be almost second nature to a retailer worth its salt. It can cover a lot of in-store elements and harks back to that 90s shopkeeping cliché: ‘retail theatre’. Your store can be almost anything you want it to be and the items that you have on sale may be almost incidental to the look and feel of the in-store environment. Don’t be afraid of upsetting the visual applecart. Even an overturned cart can be a distraction that will keep ‘em shopping for longer, but don’t overlook the fact that you need to do something. A space simply filled with toys won’t cut it.
John Ryan is Stores Editor at Retail Week. He has worked for the magazine for more than a decade covering store design, visual merchandising and what makes things sell in-store. In a previous life he was a buyer.
Distraction and alternatives areatthe heartof efficient retailing–JohnRyan looksintothe waysand meansof holding shoppers’ attention oncetheyare inthestore
Gloucester store manager George Read
Clare Turner catches up with George Read, store manager of Firestorm Games’ sixth branch, which opened in Gloucester in April
Tell us a bit about Firestorm Games. Firestorm Games was founded by managing director Rob West in 2009 and he’s grown what was a small corner toy shop into a chain of six stores across England and Wales: Cardiff, Newport, Bridgend and Merthyr Tydfil in South Wales, plus Swindon – and now Gloucester, which opened on April 12 – in England.
We’re a friendly independent retailer specialising in tabletop
Wegoto toyshowsand conventions – and social media is a hugepartof our research “
games, card games, board games, toys, hobby products and more.
What do you believe sets you apart from other toys and games retailers? We are genuinely here to help. We are always happy to talk and enjoy the hobbies that we all love.
What’s your company ethos? Community first.
How often do you get new lines in the stores?
On a weekly basis.
What lines have you recently begun stocking?
Gunpla is a massive part of our brand now, as it brings out creativity and talents in people.
Do you offer any services in your stores?
Are you a member of any trading associations or buying groups?
We’re a member of Toymaster, which invites us to its shows and gives us sneak peeks of upcoming products.
What are your key categories? Tabletop gaming, trading cards, and hobby building.
Who are your key suppliers? Asmodee, Toymaster, Games Workshop, and a few others.
How do you find new products?
We go to toy shows and conventions – and social media is a huge part of our research.
The Gloucester branch has one sales floor and two gaming floors, with tables and seating for tabletop, board, roleplaying and card games.
We also take table bookings for events and host tournaments and other activities.
What’s next for your toys & games: are you looking at expanding into any new product categories?
We’re always looking to expand and adapt to location.
What are you most excited about for the upcoming season?
Getting to know everyone in the Gloucestershire towns.
Have you spotted any hot trends or crazes?
Pokémon is beyond crazy right now!
What categories/ products are selling well?
In other branches, Pokémon is flying, as are all Games Workshop lines.
What’s next for your business??
Nothing to announce currently, other than the Gloucester store opening!
Firestorm Games’ Cardiff megastore is located on Sloper Road and is also home to the South Wales Gaming Centre, which has more than 60 gaming tables, a licensed bar and a café. You can enjoy casual wargaming at the Battlefields or card games in the Arena, sign up for organised play events, or participate in one of the many major national and international tournaments held here throughout the year.
The chain’s Newport location is situated inside Tesco Extra in Newport Retail Park. Bridgend is based on Wyndham Road in the town centre, and Merthyr Tydfil is in the heart of the town on the High Street. Swindon is in Old Town and the newest branch, Gloucester, is on Westgate Street.
All six locations have a fully-stocked store and gaming space. As the retailer says: ‘'We’re not just the place to buy, but the place to play!’'
Why did you decide you wanted to go into retailing?
What’s a typical day for you?
I’ve always worked in retail since I was 16, and this role combines my knowledge and passion.
The community.
Working with a good team, and making sure we make everyone who comes through the door happy, and looking forward to coming back to see us.
What part of your job do you enjoy most?
What were your favourite toys and games when you were a child?
I loved Pokémon and playing with my Jurassic Park collection.
What’s your current favourite toy or game on your shelves?
I’m passionate about the trading card game Magic: The Gathering.
Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now!
Product: Disney Stitch Many Moods Stitch Plush Company: Just Play UK Tel: 0800 102 6885 Email: uksales@justplayproducts.com Web: www.justplayproducts.com
Product: Super Mario Question Block Game Company: Epoch Making Toys Tel: 0208 049 1377
Email: sales@epochmakingtoys.com Web: www.epochmakingtoys.com
Product: Globber Go•Up Baby Lights 360° Company: Plum Products Tel: 01522 737126 Email: enquiries@plumplay.com Web: www.plumplay.co.uk
Product: Auto-Morphin Power Rangers Figures Company: Character Options Tel: 0161 633 9800 Email: sales@charactergroup. plc.uk Web: www.character-online.com
Product: Lego Marvel Iron Spider-Man bust Company: Lego Tel: 0800 066 8536 Web: www.lego.com
There is no greater judge than a kid or parent and with every Toy Tester article we publish, it gives the buyers a real insight into your product and just how good it is. It’s highly visual and really impacts around your branded campaigns.
So, if you would like to look at booking a Toy Testers, or for more information on how we can maximise your products in this way, do get in touch.
“My youngest girl, Sadie, has enjoyed cuddling with him while watching TV, which is always a sign of a good toy” – Just Play
“I can see he really likes this one. He’s finding it a whole lot of fun. And he’s fully engaged in this” – EDX Education
“It’s one of the most fun games I’ve played in a long time” –Cheatwell Games
“I would definitely recommend the toys to friends, they’re a great mix of that traditional vibe with all the modern stuff mums look out for” – Jura Toys
“The cards with the images that project are really cool” –Maped Helix
“If I was allowed to play with this all the time, I would” –Epoch Making Toys
“The cover artwork on the box and because of the film’s popularity, that makes it immediately intriguing” – Asmodee
“We were playing around with shining light through the gems and creating different openings. The world is your oyster when it comes to the different possibilities of building different houses” – Commotion (tickit)
EditorialAnthony Clarke ant@tnpmedia.co.uk 01442 289 939 / 07534 015 675
AdvertisingClaire Naish claire@tnpmedia.co.uk 01442 289 937 / 07730 362 338
