Chairman Malcolm Naish
malcolm@lemapublishing.co.uk
Managing Director Mark Naish mark@lemapublishing.co.uk 01442 289953
Sales Director Claire Naish claire@tnpmedia.co.uk 01442 289937
Editor Rhys Thomas rhys@lemapublishing.co.uk 07902 396525
Retail Editor Clare Turner clare@lemapublishing.co.uk 01442 289941
Production
Paul Naish paul@lemapublishing.co.uk 01442 289933 May 2026
May is once again shaping up to be a hugely busy month for much of the toy trade. The cream of the UK and Ireland’s independent retail community will be making their annual pilgrimage to Harrogate for the Toymaster May Show, alongside a host of suppliers with keenly curated offerings.
There’s no doubt the second half of the year will be a challenge, given geo-political turmoil in the Middle East and the knock-on effects on consumer confidence and spend. But the retailers and suppliers we had the pleasure of speaking with this issue are quietly confident.
“At the Toymaster Show last May, we also met Also by
Retailers heading to North Yorkshire in a few weeks’ time told us what they’re on the hunt for – anything squishy, collectable and keenly priced being the most common answers – and what makes the show unmissable. It’s a show unlike any other, and for retailers in more remote parts of the country, a rare opportunity to make meaningful and profitable relationships.
Rhys Thomas
the retailers who experience the reality of the high street shopper each and every day.
“It is about that knowledge, the fact that they are on the frontline as owner managers, seeing what happens on a daily basis and being able to react,” says Lee Crocker, Country Manager, UK and Ireland, Cobi Toys.
Retailers heading to North Yorkshire in a few weeks’ time told us what they’re on the hunt for –anything squishy, collectable and keenly priced being the most common answers “ ”
Ellen Will of Will’s Toy Shop in Aberdeen, said: “Being based so far north in Scotland, we don’t often get the opportunity to meet reps face to face, so the Toymaster May Show is a great chance to build those relationships.
Delivering Dynamic PR Campaigns in Toys, Puzzles and Games for 40 Years
Eager For New Challenges
Call Rita Rowe on 07711 071451 rita@mason-williams.com www. mason-williams.co.uk
“They have the ability to change buying patterns quickly, start new trends, and drive brands.”
Read our full Toymaster May Show preview starting on page 18.
Our cover star this month is Craft Buddy, which continues to go from strength to strength.
Gary Wadhwani, Co-Founder and Co-Director, Craft Buddy tells us: “So far in 2026, the emphasis has been on execution: making sure launches are stronger, product architecture is clearer, and the pipeline is more strategic across both licensed and non-licensed ranges.”
The company is seeing huge growth already this year, with imminent international launches in North Africa and Europe, plus a packed launch calendar of licensed lines featuring Hello Kitty, Star Wars, Peppa Pig and many more. Read our full cover story in page 14.
Bladez Toyz is bringing back a winner from the mid2010s in RC Jumbo Inflatables. It’s a special brand for CEO Iain Morgan, a toy category created and owned by Bladez, and one that helped take the business truly international.
“The success of the range set the foundations for
The agency credentials include: working with all Hasbro brands for 28 years; Jaax (2); Jumbo (2); TOMY (5) Asmodee (4).
Greatest Hits: Furby, FurReal, Cludeo, Monopoly, Trivial Pursuits, Dobble, Bananagrams, Ticket To Ride, Star Wars, Disney, Postman Pat, Bob the Builder, Subbuteo, Magic the Gathering, Littlest Pet Shop, Play-doh, Transformers, Britains, Tonka, Bop-It, Supersoakers, Wasjig, My Little Pony and many many more
0800 102 6885 uksales@justplayproducts.com justplayproducts.com
Happy Haul is the hottest new drop-driven collectibles brand, featuring plush, clip-ons, figures and more that tap into trends and pop-culture. Released as limited retail drops throughout the year, Happy Haul invites everyone to chase the launch, find their favourites, and experience that yippee-worthy thrill of collecting something they love.
Disney enthusiasts will discover Disney Scents of Style Clip-On Blind Box Plush. Beloved characters like Tigger, Marie, and Lotso are paired with colourful fruits and a ring clip to take on the go.
Just Play’s Duckalooz also make their Happy Haul debut, with Duckalooz Snack Quack Clip-On Plush. In this series, collectors will find soft, fuzzy duck plush dressed in removable snackthemed costumes and a ring clip for easy display. Another
Just Play-owned IP, Sour Pouts, joins the lineup with its Paw-ty Crashers, a vinyl-face plush clip on where each character has a unique adorable animal hat and pouty facial expression.
07918 178116 scott.garnerbundy-higgs@cartamundi.com cartamundi.com
With Bicycle’s Bluey Playing Cards, shuffling the deck feels like jumping straight into an episode of Bluey where laughter, learning, and together time are all part of the game. The true hero of this deck is the bespoke artwork, created especially for Bicycle by Australian studio Ludo. Every card bursts with joyful, custom illustrations of Bluey, Bingo, Bandit, and Chilli, turning even the simplest card game into a mini Bluey adventure everyone can share.
Deal the cards and let the fun begin! Games like Snap, Pairs, and Go Fish are easy for little players to learn, making them perfect for younger kids, while also helping build important skills like memory, focus, matching, turn taking, and counting. Best of all? Kids are learning without even realising it. They’re too busy having fun with the family!
01420 593593
info@asmodee.co.uk
www.asmodee.co.uk
Asmodee is continuing to celebrate the phenomenal success of Flip 7, both the original and the new Flip 7: With A Vengeance, with sales surpassing forecasts by an impressive 70 per cent!
“We’re seeing way higher than forecast sales at retail, and it’s clear that Flip 7 is tapping into a growing demand for quick, engaging games that get people playing more often,” said Roger Martin, Asmodee Marketing Director. “The sales velocity has been outstanding, and this success speaks to the broader trend of players seeking fun, accessible games they can enjoy again and again. With Pokémon and all our TCG titles still performing well, we’re confident the momentum will continue. Plus, with dnup launching in June, we’re excited to introduce what could be our next big hit as it’s already being described as clever and addictive!”
trade@craftbuddyltd.co.uk
craftbuddyltd.co.uk
Craft Buddy’s Peppa Pig Crystal Art Junior range is designed specifically for children aged four and up. The kits allow little fans to create their own sparkling Peppa Pig art using a simple ‘pick and place’ technique: think of it as a glittery version of painting by numbers, but without the messy paint.
The collection keeps up with the latest show storylines, featuring the arrival of Baby Evie alongside Mummy Pig. In a move welcomed by parents, the range also includes George Pig wearing his new hearing aid, ensuring that more children see themselves represented in their toys. The toys are designed to help mindfulness and hand-to-eye coordination.
The range includes a variety of Craft Buddy’s best-loved formats, including Crystal Art Cards, Junior Buddies XL, and the Crystal Art Junior Kit.
Ravensburger
01869 363800
sales@ravensburger.com ravensburger.com
The 14-piece BRIO World Cargo Gem Set features a yellow and red train engine with cargo wagon and a gemstone mine full of secrets. Place the driver into the train and head over to the rocky mine. Dig up the special gemstone pieces and watch them magically change colour when heat or cold is applied.
Hasbro has released preliminary unaudited Q1 results, projecting revenue between $970-985 million, a double-digit YoY increase driven by continued ‘magic’ from Wizards of the Coast.
The company, which will hold its full earnings call on 20 May, forecasts operating profit of between $235-245 million for the three months to 29 March, a 38-44 per cent increase, and adjusted operating profit of $250-260 million. Hasbro also reconfirmed its full-year outlook, with expected total revenue up three to five per cent in constant currency, and adjusted operating margin of 24-25 per cent.
The company credits much of its growth
to strong on-going performance of Wizards of the Coast’s Magic: The Gathering. The TCG has just launched its latest set, Secrets of Strixhaven, and has a robust line-up for the rest of 2026, including a licensed set in partnership with Marvel this summer, and Star Trek in Q4.
In a release, Hasbro also provided an update from its recent cyberattack. The company said the breach did not impact its results for the quarter, and that it believes the hack has been contained.
“The company continues working with cybersecurity and forensic experts to identify and review any files potentially impacted.” It added. “It will take additional actions as appropriate based on its review and findings, including providing any notifications deemed appropriate.”
The organiser of Nuremberg Toy Fair is unifying its growing global operations under a new brand: Spielwarenmesse Group.
The new visual identity for Spielwarenmesse eG retains the organisation’s iconic rocking horse and focus on the “spirit of play”, with a new dark blue colourway.
“Our new brand identity as Spielwarenmesse Group creates clarity and strengthens our international profile,” said Christian Ulrich, Member of the Executive Board at Spielwarenmesse eG (Spokesperson). “It expresses what we stand for: reliable partnerships, high
organisational competence and the future-oriented status of our fairs and events.”
In recent years the Nuremberg-based group has expanded globally through the World of Toys programme with Kids India in Mumbai, and by international joint participations in Hong Kong, Tokyo and New York. Subsidiaries in China and India ensure local market presence and regional expertise.
It has also launched events with associated industries, including licensing. Alongside B2B fairs, Spielwarenmesse Group organises the annual SPIEL in Essen, the largest consumer fair for board games.
Kayes of Cardiff has strengthened its regional sales capabilities ahead of this month’s Toymaster May Show.
James Keys (pictured, below) of LJK Sales Agents joined the distributor’s team of sales representatives and agents on 1 May, and will support customers in London and the South East.
Philip Kaye, Managing Director, Kayes of Cardiff, said: “The addition of James Keys is a very welcomed addition and will complement the existing team with his experience within the independent toy sector. We will now have coverage of all of the UK mainland with our team of nine sales people.”
James can be contacted on 07545 182664 or james@ljksales.co.uk.
Kayes of Cardiff also added to its growing list of brands through a new partnership with LA Brands and its range of Cryptic Killers murder mystery games. LA Brands MD Andrew Hobbs said: “We are delighted to be working with Kayes of Cardiff who are well established within the independent sector and will enhance our ability to reach a broad range of customers.”
The Entertainer has detailed a major retail expansion initiative for 2026, including new stores, relocations and the opening of its first large format outlet shop.
The retailer’s plans include summer openings for a larger, relocated store in the St David’s Shopping Centre in Cardiff, alongside a brand-new store in Castleford’s Junction 32 outlet development in West Yorkshire.
Following the success of its first outlet store at Dalton Park in County Durham last year, the toy chain will also open its first largescale outlet shop. The 8,000 sq.ft
retail space opens this month in Hatfield, Hertfordshire.
Andrew Murphy, CEO of parent company the Teal Group, said the expansion would continue into 2027.
“Before the start of the school summer holidays we expect to have more exciting store opening announcements to share, with great news incoming for toy enthusiasts in Manchester, Bedford and the Channel Islands,” he said. “[We] are also making good progress with targets for 2027 in the midlands, the north-east and Scotland.”
Stabilo has announced a collaboration with Netflix to launch a KPop Demon Hunters stationery collection later this year.
Launching internationally in 2026, the Stabilo × KPop Demon Hunters collection will feature bold character artwork and franchise-inspired designs across selected best-selling Stabilo products.
The collection marks Stabilo’s first global IP collaboration, a move it says is an important step in expanding its cultural relevance and international visibility.
Daniel Galle, Board of Management – Global Sales and Marketing, Stabilo International GmbH, said: “KPop Demon Hunters is a worldwide phenomenon, and Stabilo is present in more than 165 countries. This global scale makes this collaboration a natural and strategic fit.”
Mattel has announced sweeping changes to its international leadership teams, with a raft of new appointments that came into effect 1 May.
Most prominently, Sanjay Luthra has been named Chief Commercial Officer following the news that long-serving executive Steve Totzke has stepped down from his role as President and CCO.
Formerly the Executive Vice President and Managing Director of EMEA and Global Direct-to-Consumer, Sanjay is credited with transforming the company’s EMEA business, particularly its digital and omni-channel capabilities, as well as spearheading global strategy for the growing kidult market. He joined Mattel India in 2003, and has held leadership roles across Europe and North America.
Sanjay will report to Mattel Chairman and CEO Ynon Kreiz, who said: “Sanjay is a Mattel veteran who has steered EMEA’s transformation to achieve record sales and growth during his tenure, and expanded Mattel’s leadership across the region in key categories.
“We look forward to Sanjay’s impact in executing our brand-centric strategy to grow our IP-driven play and family entertainment business.”
Reporting directly to Sanjay, Apostolis Karampatzakis, formerly VP and Country Manager for Mattel’s Pan EMEA Markets (PEM) has been appointed to the newly created role of SVP and Head of Core Europe. He will lead commercial strategy, retail distribution channel development, and operational execution across Mattel’s core Europe markets, including the UK & Ireland.
Sebastian Trischler, formerly VP and Country Manager DACH and Head of E-commerce EMEA, has been appointed VP and Country Manager PEM, responsible for leading the performance and day-to-day commercial operations across the PEM region, also reporting directly to Sanjay Luthra.
Sanjay said: “As I step into the global role of Chief Commercial Officer, I do so with immense pride in what we have built together in EMEA and with absolute confidence in the future ahead. Apostolis and Sebastian bring the leadership, experience and ambition to continue shaping our next chapter.”
Working closely with both Apostolis and Sebastian, Jessica Kelly has been promoted to Senior Director, Head of Consumer Products EMEA. She succeeds Ruth Henriquez following her recent departure and will lead Mattel’s Consumer Products and licensing business across Europe, the Middle East and Africa.
Applications for exhibition space at Toy Fair 2027 are now officially open via the Toy Fair website, with strong early interest from returning and new exhibitors alike. Exhibitors can choose from three stand options to suit their objectives and budget: space-only, shell scheme, or a shell scheme economy package within the Gold Zone start-up spotlight.
Majen Immink, Head of Toy Fair, said: “Toy Fair 2026 marked a positive step forward for the industry... We are excited to build on the momentum at Toy Fair
Alain De Rauw has joined Smart Toys & Games as International Business Development Manager for the company’s junior brands.
In his new role, Alain will focus on positioning Smart Junior brands, including Wow Toys, Quut, and the toddler and preschool sections of Smart’s other brands, on the global stage, strengthening existing partnerships and opening new business relationships.
Alain brings more than 30 years of toy industry experience to the role, along with a deep passion and unwavering energy for the wonderful world of toys and games. His career includes 15 years working with the Smurfs brand, six years with the Belgian company DAM, and 13 years at PlanToys, where he served as Global Sales Director, alongside
A Smart Toys and Games spokesperson said: “We are sure Alain is a good to Smart’s DNA of building long-lasting partnership for our sustainable and innovative brands.”
2027. We have already seen significant interest in stand bookings and anticipate a high number of returning exhibitors, so I would urge companies considering exhibiting to submit their applications as soon as possible.”
Companies who apply early and pay a 25 per cent deposit by 15 May will benefit from a three per cent early booking discount applied to their balance invoice. Contact majen@btha.co.uk or call 020 7701 7127 for more information on exhibiting and sponsorship.
Legendary toy sales agent and Golden Teddy honouree Mike Edwards has sadly passed away.
He was, in his words, a “Toy Boy” for over 50 years, starting in the 60s with Mobo Toys, then Triang Toys, before becoming an agent in the early 70s representing a variety of small toy companies.
Exhibition space in the prestigious UK Pavillion at Nuremberg Toy Fair is now open for applications. With limited spaces in high demand, interested companies are advised to book early to secure a prime location and support throughout the event.
Companies joining the UK Pavilion, located at the entrance to bustling Hall 12, benefit from comprehensive support both in the lead-up to the event and throughout the show itself, with experienced staff on hand, plus access to a private lounge, meeting, and refreshment area. Contact Stuart Whitehill at stuart@overseasfairs.co.uk for further information on how to apply.
His reputation grew and soon Mike represented many key companies, including Golden Bear, Tomy and Flair and was immensely proud to have played a part in the original launch of Teletubbies, Sylvanian Families and Knex in the UK. He was delighted in 2008 to be awarded the Golden Teddy.
His son Mark, who followed his father into the toy trade and worked with him for many years, said: “I know so many people will miss Mike; he was everyone’s friend and he loved the industry and the people that worked within it. I have already had so many memories and stories about him, all wonderful to hear and have put a smile on his family’s faces at a time of sadness.”
A JustGiving page has been setup in Mike’s memory, with donations going towards the work of the Toy Trust.
BTHA members can now register for the 2026 BTHA AGM and Toy Industry Day, which will take place on 1 July at Great Fosters in Egham, Surrey. The day begins with coffee at 9 am, before the AGM gets underway at 9.30 am. Following this, a number of speakers will share their insight into a variety of topics as part of the Toy Industry Day. Professor Sir Jonathan Van-Tam MBE, who served as England’s Deputy Chief Medical Officer during the Covid-19 pandemic, will deliver this year’s keynote speech, and KPMG’s Richard Potter will present an update into Britain’s current retail climate. For any queries, contact emily@btha.co.uk.
The US Toy Association continued its work in Washington, D.C. in April.
The association was out in force spreading the joy of play with a birthday-themed activation as part of the White House Easter Egg Roll, as well as meeting policymakers to discuss core trade issues, namely tariffs and regulatory developments around AI and other tech toys.
“From connecting with families at the White House Easter Egg Roll to engaging directly with policymakers on Capitol Hill, this week reflects the many ways we show up in Washington,”
said Kathrin Belliveau , Chief Policy Officer at The Toy Association. “These opportunities across both public engagement and policy discussions help ensure our members’ voices are part of the conversations shaping the future.”
The Toy Association’s Jennifer Lynch explores the ‘Cozy Culture’ trend as families turn to play to de-stress and disconnect from digital overload
As daily life becomes increasingly fast-moving and screen-centric, families are rethinking what play looks like and leaning into comfort-led toys and games to help reset and de-stress.
This shift was front and center at Toy Fair New York earlier this year, where The Toy Association highlighted ‘Cozy Culture’ as one of its 2026 toy trends to watch. The trend speaks to a broader recalibration, away from constant stimulation (especially digital stimulation) and toward play patterns that help children (and adults) slow down. Parents are showing renewed interest in toys that foster creativity, focus, and connection, favoring sensory-rich and slower-paced options over highly stimulating digital play.
Recent research reinforces this mindset. According to a March 2025 Harris Poll, nearly three-quarters (73 per cent) of parents say their children could benefit from a digital detox, including 68 per cent of parents with children under six. The Toy Association’s own research echoes this sentiment, with 53 per cent of U.S. parents actively seeking toys designed to promote comfort, relaxation, and stress reduction.
Brand Licensing Europe (BLE) has issued its first-ever call for speakers, welcoming proposals from licensing industry professionals to help shape the show’s popular content programme when it returns to London’s Excel on 6-8 October.
Organisers are looking for dynamic speakers who can contribute to a panel focusing on one of five key pillars for 2026, but are open to other ideas and topics. The five pillars are: retail, trend and future, sports, fashion, and food and beverage.
BLE Event Director Ella
Haynes said: “If we could manifest the ideal applicant, they would be a true expert in their field with access to real world case studies and actionable insights that resonate with the audience. They must be collaborative and happy to share the stage with other brands and experts and be able to share something new – whether that’s stats, an announcement or exclusive behind the scenes insight, for example.”
The deadline for applications is 31 July and those interested can apply online on the brandlicensing.eu website.
“Today’s families are thinking more holistically about how play supports emotional well-being,” says Kristin Morency Goldman, senior director of strategic communications at The Toy Association. “As parents become more aware of the impacts of overstimulation, they’re turning to toys that help children reset, self-regulate, and connect with others. That mindset is also influencing product design, bringing a renewed emphasis on simplicity, tactile materials, and lowtech or tech-free play.”
Products aligned with the Cozy Culture trend often feature muted, soothing color palettes, natural or nature-inspired motifs, soft textures, and gentle movement. Sensory elements play a central role, inviting hands-on engagement that feels calming rather than overwhelming. These design cues are resonating across age groups, reinforcing play as a tool for emotional balance and mindful interaction. Circana’s latest data further underscores this shift, with classic, lowtech toy categories such as building sets, games and puzzles, and exploratory toys driving industry growth.
“These types of toys give consumer the freedom to play at their own pace,” adds Morency Goldman. “They encourage imagination, exploration, and naturally engage the senses.”
Below are a few examples of newly launching products in 2026 that tap into the “Cozy Culture” trend:
Horizon Group’s Play-Doh Air Clay Charm and Bracelet Maker Craft Set lets kids turn 10 soft, air-dry clays into up to 15 colourful charms and bracelets using an easy bead maker, impression plates, and kid-friendly accessoriesno baking required.
Moose Toys’ Gui Gui Mini Jar is a pocket-sized, clip-on slime kit that combines scented slime, mix-in charms, and a surprise collectible figurine to create a glam, on-the-go ASMR experience with four unique textures to collect.
Disney’s Cuddle Tonies add a soft, huggable new layer to the tonies audio experience, combining tactile sensory play with short, screen-free, character-led stories and soothing soundscapes that support calm moments, imaginative play, and gentle learning as part of children’s everyday routines.
Sunny Days Entertainment’s Maxx Bubbles Dancing Chick is a new bubble toy that encourages outdoor and active play as kids chase around the little bubbleblowing chick, which features obstacle avoidance technology.
The Lego Icons Tropical Aquarium Set is a relaxing, adult-geared build that brings a vibrant underwater world to life with animated details, customisable display features, and interactive elements designed for mindful building and decorative enjoyment.
Tonies has appointed Mark McColgan as General Manager, North America, reporting to Chief Revenue Officer Christoph Frehsee.
Mark brings more than two decades of leadership experience in the toy and consumer products industries to role. Most recently, he served as SVP and General Manager of Mattel US, where he led strategy, sales and commercial growth.
“Building on strong momentum, there is massive, untapped potential in North America, and I’m thrilled to be joining the team to bring the Tonies’ unique experience to even more families across the country,” he said.
Tobias Wann, CEO of Tonies added: “North America is key to our global growth strategy. We have big ambitions, and we are delighted to have Mark join us to lead the next phase of scaling this important market.”
International sourcing platform On Top has completed the construction of its new sourcing hub in Shantou, China, an 80,000 m² space set to be one of the world’s largest B2B sourcing platforms for the toy industry.
Wow! Stuff has announced a raft of leadership changes to support its global growth objectives, including the appointment of Tracy Griffiths as Head of Sales UK.
Tracy brings over 20 years’ experience across the licensing, retail, and toy industries to Wow! Stuff, most recently as a licensing consultant. She’s also served as Head of Licensing at Golden Bear Products, and had prior roles at Fremantle Media and Mattel’s former Hit Entertainment outfit, now Mattel Creations.
“I’m incredibly excited to be joining Wow! Stuff at such a period of growth for the business,” said Tracy.
Other leadership changes include the promotion of Sunny Walia to SVP Sales, North America, and Graham Gardiner will lead sales across EMEA, APAC and LATAM, alongside global sales operations.
Tubbz cosplaying rubber duck collectibles have landed at Hamleys’ flagship Regent Street store, with a new permanent Tubbz Zone located in the basement alongside other leading collectible brands.
The dedicated retail space is marked by a show-stopping giant rubber duck, decked out as one of the capital’s famous King’s Guards. Visitors will find their favourite characters from the world of pop culture reimagined as cosplaying ducks in all Tubbz formats.
Jack Fox, Director of Sales and Marketing at Rubber Road, said: “We would like to thank Hamleys for believing in our vision and taking the plunge to join us on our brand journey.”
Kayes of Cardiff has entered into a new partnership to distribute wellestablished Italian brand Bontempi to the UK independent retail sector.
Bontempi is best known for its range of musical instruments and educational lines, and products are available from Kayes of Cardiff now.
The new sourcing hub will host up to 10,000 manufacturers, serving as a central physical destination where international buyers gain direct access to an extensive network of manufacturers, supported by dedicated, personalised guidance.
“Traditional sourcing models often lack the visibility and control required by European buyers,” said Tom Chen, Global VP at On Top. “With this hub, we are building an infrastructure that brings production closer to the market while aligning with European requirements in compliance, quality and service.”
Through the digital platform, buyers can analyse product data and build their assortments. Beehub Europe, based in the Netherlands, serves as its global strategic partner outside China and supports and coordinates the entire follow-up process: from selection and ordering to production, inspection, shipment, as well as after-sales.
“We are very excited to be adding this prestigious Italian brand to our existing portfolio serving the independent sector with stock from April,” said Philip Kaye, Managing Director, Kayes of Cardiff. “We will be offering a broad selection of toy musical instruments that are ideal for every toy shop.”
Eleonora Paglialunga, Export Manager, Bontempi, added: “We are delighted to be working with Kayes of Cardiff who are well established in servicing the independent retailers with major brands. Philip and his team have embraced the Bontempi brand with enthusiasm, and we are all looking forward to a very successful partnership.”
The deal follows a recent distribution agreement between Kayes of Cardiff and Spin Master, expanding access to Spin Master’s portfolio for independent retailers across the UK and Ireland.
MGA Entertainment’s Bratz took over Selfridges in April for the launch of its new Bratziez purse charm range.
The brand kicked off the launch with an exclusive influencer event at Selfridges’ London store, where guests including Indiyah Polack, Yasmine Chanel and Reon and Reme were invited to preview the range and capture content. Shoppers can visit the immersive Bratz pop-ups in store at The Toy Shop on 4, Selfridges London until the end of June, and at Selfridges Manchester Trafford until August.
Each Bratziez blind box contains one of four mystery plush characters to collect: Angel the pig, Bunny Boo the rabbit, Kool Kat the kitty and Pretty Princess the frog.
Michelle Lilley, MD, MGA Entertainment, said: “Following the phenomenal response to Bratziez in the US, where the collection sold out in minutes once it went on sale, we’re excited to see this same energy and enthusiasm from our UK fans.”
HTI Toys has signed a new multi-territory licensing agreement with Sanrio to develop and distribute a preschool My First Role Play range featuring characters from across the Sanrio portfolio.
The range will feature beloved Sanrio characters, including Hello Kitty, Cinnamoroll, My Melody, Kuromi, Little Twin Stars, Pompompurin, Kerokerokeroppi, Tuxedosam, Pochacco and Bad Badtz-Maru.
Clare Rix, Commercial Licensing Director, HTI Toys, said: “This agreement has given us the opportunity to explore how these much-loved properties translate into a preschool role-play range, and our teams have taken great care to ensure the products reflect authentic play patterns. It has been a highly collaborative process, and we look forward to presenting the full range to our retail partners later this year.”
The agreement grants HTI rights across the UK, Ireland, the EU, the EEA, and several additional markets. Products are scheduled to arrive at retail in Q4 2026.
The word ‘Legend’ is very often misused in today’s world, but within the toy industry Brian Triptree certainly merited this description. And so it was that his many friends gathered in Henley-upon-Thames at one of the family’s favourite watering holes, on a lovely sunny day in April to celebrate Brian’s ‘life well led’.
Almost 200 friends from Brian’s varied interests were treated to some wonderful family memories with much laughter, great photographs and fantastic bonhomie. The toy trade was well represented, as our pictures show.
and friends from
and
“Shelf
With major licences and an abundance of original concepts launching throughout 2026, the Craft Buddy team is gearing up for one of its biggest years yet. We sat down with Co-Founder and Co-Director, Gary Wadhwani, to talk Hello Kitty, product innovation, and why a growth mindset is vital to success
Gary, the Craft Buddy team had a busy start to the year. How do you feel after some time to digest toy fair season?
Yes, Q1 is a busy start every year, as we do three shows back to back – London Toy Fair, Nuremberg Toy Fair and then Creativeworld in Frankfurt. We went all out this year, with some large booths, particularly at the two German shows –and the consistent feedback from buyers was really strong, both on our new Crystal Art product formats and our exciting new brand Li’l Worlds, a new range of model kits and book nooks. There was also strong recognition of how far we’ve come
in building complete product programmes around key formats and key licences.
Having had time to digest the fairs, I would say we came away enthused and encouraged, but also very focused. The market is more competitive, buyers are more selective, and shelf space has to be earned – and we’re ready for the challenge!
How have you been capitalising on the momentum of your 15th anniversary in 2025?
Last year was an important one for us –we really enjoyed our 15th anniversary celebrations! In practical terms, that
“
Hello Kitty is a very significant launch for us in 2026 and one we are genuinely excited about Gary Wadhwani,
Co-Founder and Co-Director, Craft
Buddy “
means strengthening retail partnerships, continuing to build our licensing portfolio, expanding internationally in a measured way, and pushing product innovation further.
So far in 2026, the emphasis has been on execution: making sure launches are stronger, product architecture is clearer, and the pipeline is more strategic across both licensed and non-licensed ranges. For the rest of the year, the priorities are clear: deliver standout launches, such as our new Hello Kitty, Fuzzballs and Peppa Pig ranges, and continue growing internationally – for example, we launch the brand in Egypt this year with a new distribution partnership. We will also keep innovating in a commercially meaningful way, both with our flagship Crystal Art and new product formats, and scale up without losing the agility that has got us here.
In Q1, we’re starting to see real momentum. For example, in the UK we’re rapidly expanding our partnerships with major retailers like Hobbycraft, and internationally, we will soon be rolling out a major Crystal Art programme with Kaufland across Germany, a significant win for us.
The Hello Kitty collection is a major launch for 2026, encompassing just about your full product range. What can we can expect product-wise, and when is it launching?
Hello Kitty is a very significant launch for us in 2026 and one we are genuinely excited about. It is not a ‘one-product story’, but a coordinated programme across much of our range.
The hero format is the Hello Kitty Crystal Art Sticker Album, which builds on what has been a blockbuster format for us over the past two years. We launched Disney in 2024 and Harry Potter in 2025, and the response has been exceptional. It is a really unique combination of arts and crafts and collectible toys - something fun to do, but also something to collect, trade and complete, and fans have responded massively. This format is a proven winner that drives repeat purchase and collectability.
We’re privileged to hold some amazing householdname licences, and we will be introducing a couple of new globally recognised licences later this year, all supported by major movie releases across the next 12–24 months. Importantly, we hold broad territory rights, which allows us to think about these launches in a much more global, ambitious and joined-up way. We’re very choosy and disciplined in how we approach licensing. We are focused only on selecting properties where we can build a meaningful multi-format programme, with global reach, which we can support properly.
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Licensing is a major strength, but we have too much creativity in-house to be dependent only on external IP
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Gary Wadhwani, Co-Founder and CoDirector, Craft Buddy
“People and culture are everything! Over the years, the company has grown – we’re up to 42 team members now, most of whom are based at our Chesham headquarters. Culture is harder to preserve at this size, so we need to be more deliberate about how we preserve and evolve it. We try to foster this by encouraging a growth mindset, encouraging curiosity, avoiding blame, and encouraging people to experiment and contribute ideas.”
Around that, we have built a full supporting range: Buddies and Bag Charms, Secret Diary and Mega Activity Sets, and larger pieces such as Scrolls. The rollout will build through spring and summer rather than land all at once, allowing us to create multiple commercial moments and properly support the property across the retail calendar. You’ll find it in stock at most major toy retail outlets in the UK!
Why does this property work so well across your entire product offering?
Hello Kitty is one of those rare – and there really are very few – licences that has genuine appeal across multiple generations. It somehow manages to feel just as relevant to a child buying their first product, as it does to an adult collector.
That multi-generational appeal is one of the most powerful aspects of the brand, and something we’ve been very deliberate about in the range planning.
You also have some other major licensed launches in a very strong content year.
This year into 2027 is a particularly exciting window from a licensed content perspective, with Toy Story 5, Star Wars: The Mandalorian and Grogu, Minions & Monsters, and new Marvel movies, among a host of other hotly anticipated films.
A strong licence helps, but it does not guarantee success. The product still has to work.
We can’t forget Craft Buddy’s original brands and designs –what’s on the horizon there?
Our own brands and original concepts remain very important to us.
Licensing is a major strength, but we have too much creativity in-house to be dependent only on external IP.
Wildlife Buddies is a good example. It builds on a format that people already understand and enjoy, but gives us the freedom to create our own characters and expand the range organically. The end result has been extremely well received by consumers.
Another one of our own designs is our new K-Pop range, which will launch in A/W 2026 – I’m really excited about this one.
Craft Buddy is known for its product innovation. How do you consistently spot winning trends and move quickly enough to capitalise on them?
Thanks for saying this – we must be doing something right! A big part of following trends is staying commercially curious and grounded in how consumers actually behave, rather than just following what the industry says is a trend. This means monitoring social media, speaking regularly with our customers, licensors and even connecting with our end consumers, via social media and events like consumer fairs. We also spend a lot of time trying to understand the underlying drivers - whether that is collectibility, display value, personalisation or simply the appeal of an affordable treat.
What one thing would make 2026 a successful year?
I believe every year is a successful one – whether you win or lose, make profit or no profit - when you adopt a growth mindset and embrace learning from your mistakes. In the past five years, in terms of revenue and profitability, we’ve had fantastic years, and we’ve had more challenging ones – but I’d still call all of them ‘successful’, because we drove the business forward. As long as we collectively bring a growth mindset into 2026, it will be a successful one.
Keep an eye out for two new Play Tray designs and accessories coming soon.
The latest innovations from Toyrific bring hands-on learning to playtime, sparking exploration of STEM principals with parent-friendly features and the
The Toyrific team believes the best learning happens when children are fully immersed in play. For children aged three to eight, hands-on discovery, imaginative exploration and problem-solving aren’t just fun, they’re the foundations of STEM learning. That’s why the brand’s latest range, featuring the Play Tray, has been designed to spark curiosity while supporting key developmental milestones.
The Play Tray, in red, plus new pink and blue colourways, is a versatile hub for sensory exploration.
Together, these products reflect Toyrific’s commitment to purposeful play “ “
Whether filled with sand, water, rice or craft materials, it invites children to experiment, measure, pour and create. Adjustable heights make it suitable for growing children, while the easy-clean design keeps play practical for parents and educators alike. From early maths concepts like volume and capacity to fine motor skill development, the Play Tray transforms everyday play into meaningful learning.
All Play Trays feature built-in hand grips and a compact size, meaning it fits through doorways without tilting so parents and caregivers can move the tray from kitchen to garden with zero hassle. Made from food-grade plastic with a handy pouring corner for easy clean up, this tray is perfect for food-based play or snack-time experiments. The adjustable legs offer three height settings to suit different ages and stages, while removable legs and rubber feet protect floors and save space.
The Play Tray is available in two exciting themes:
Play Tray Activity TableSea and Dino Theme
Including two distinct play mats – sea and dinosaur – it comes with 16 themed toys and 500g of magic sand
to spark hours of sensory play and learning.
Play Tray Activity Table - Farm & Safari Theme
The engaging play mats include farm and safari themes to spark kids’ imaginations, and comes with 500g of magic sand, plus a variety of animals for the ultimate experience.
For more hands-on fun giving kids the opportunity to explore physics in action, the Waterwall delivers hours of play. As children pour, redirect and experiment with water flow, they explore cause and effect, gravity and motion. Modular components allow for endless configurations, encouraging experimentation and iterative thinking. Together, these products reflect Toyrific’s commitment to purposeful play. By combining movement, creativity, experimentation and imagination, we empower children to question, explore and build confidence through discovery. Because when play is thoughtfully designed, learning comes naturally.
How long have you been a Toymaster member, and what difference has it made?
We’ve been a Toymaster member since 2017, and one of the biggest benefits for us has been the network – having the opportunity to support, and be supported, by other members.
The internal forums are really useful for sharing information, asking questions, and even helping each other out with stock when needed. For example, when we were missing a Lego set for an upcoming window display, another store was able to help us out, and in return we were able to give them a Pokémon top-up.
It’s also opened up access to brands that, as a small independent shop, we wouldn’t have been confident approaching or that may not have supplied us – Lego being a great example. That kind of access and support makes a real difference.
Which Toymaster suppliers do you work with most, and what do you like about them?
We work closely with Asmodee, especially as we’ve shifted over the last 18 months to become more of an event venue, offering both casual and competitive play for TCGs like Pokémon Trading Card Game, One Piece Card Game, and Star Wars Unlimited. We really value that Asmodee prioritises play stores when allocating stock, as it allows us to support our player base and grow the local community.
At the Toymaster show last May, we also met Adam Davies (sales account executive) from Hachette Boardgames UK, and their
Being based so far north in Scotland, we don’t often get the opportunity to meet reps face to face, so the Toymaster May Show is a great chance to build those relationships “ ”
products have performed really well for us. They offer strong margins and fantastic support, particularly with demo stock, which makes a huge difference. We find that for every 10 demos we run, around eight convert into sales – far more effective than just talking about a product.
Games like Akropolis have been great for adults and older children, while Stomp the Plank has become a real family favourite. We even have a giant demo copy, which I took along to my Brownies group – it went down brilliantly, along with Slide.
What are you excited to explore or order at the show?
We’re hoping KandyToys (KTL) will be bringing along the Puppetronics range, as it really caught our eye on social media earlier in the year. It’s always exciting to see products like that in person before committing to them.
Being based so far north in Scotland, we don’t often get the opportunity to meet reps face to face, so the Toymaster May Show is a great chance to build those relationships and have more in-depth conversations about products.
How did Easter go for your shop? Any surprises?
Easter was really strong for us, with NeeDoh flying off the shelves. It’s a product we’ve stocked
Head office support is one of the biggest benefits for us. Even though we’re an independent business, it’s reassuring to know we have a team behind us to help with negotiations and secure the best possible terms. They’re also there to step in and support us when other issues arise, which makes a real difference to how confidently we can operate day-to-day.
for a while, but it suddenly surged in popularity after a TikToker featured it during a live stream, which kicked off a bit of a frenzy. Even now, we’re still getting two or three calls a day from customers asking if we have it in stock.
Which other products or categories are flying off the shelves, and why?
The Pokémon TCG continues to perform incredibly well, which is no surprise with the 30th anniversary celebrations. We’re seeing a mix of younger players joining the hobby alongside adults who remember the early days, creating a really strong and growing market.
Lego has also had some big hitters, particularly with nostalgic lines like Lightning McQueen, which really appeal to adult shoppers. There’s definitely a noticeable trend this year of parents introducing their children to the toys and hobbies they enjoyed growing up, which is driving demand across multiple categories. The Lego Game Boy also proved a hit at Christmas.
What’s the biggest challenge for independents right now – and how are you tackling it?
Rising costs – wages, business rates, and political/economic pressures – are pushing prices up, so customers are increasingly looking for a bargain.
How long have you been a Toymaster member, and what difference has it made?
We’ve been a member for about four years. One of our main reasons for joining Toymaster was to stay competitive with big chains and online giants. The biggest impact we’ve seen is better pricing and exclusive discounts. Also, they helped us set up our shop layout and change our product mix, which helped a lot.
suppliers and negotiating better deals to increase margins. That’s the goal.
Shared marketing and catalogues, especially at Christmas and Easter, help us look professional without a big budget. Plus, there’s a strong community. Swapping advice with other independents on trends, stock, and layouts is invaluable! And the Toymaster May Show gives us early access to new products and direct supplier relationships. You can’t put a price on that.
Which Toymaster suppliers do you work with most, and what do you like about them?
We try to work with most of the suppliers, but just to name a few… Character Options helps with POS and stock; Depeche is good for sending stands, light boxes, bags and point of sale; Kandy Toys offers good prompt delivery and good margins; and Lego is very helpful and efficient in responding to any queries and is very well organised.
Bigjigs Toys and A.B.Gee always help with stock and accommodate late requests for orders. Kayes of Cardiff is worth a mention too, as its stock keeps our Hot Wheels collectors happy, with the latest releases and access to cars which no big retailers have.
What are you excited to explore or order at the show?
Any newness for the upcoming summer and autumn quarters –especially new sensory ranges. Plus, building relationships with new
Which products or categories are most popular now, and why?
It’s all fidget and sensory toys, mostly due to the social media hype created around this category. NeeDoh and squishy toys are flying off the shelves – all fuelled by Instagram Reels and TikTok.
TIMS [Toymaster Information Management System] is very helpful for keeping all invoices and marketing material in one place. Also, the Toymaster team is only a phone call away, and if you have any difficulty with stock and suppliers, they try to help. With better negotiated pricing, extended payment terms, and access to 150-plus suppliers with group deals and rebates, it directly impacts margin and cash flow – which is everything in toy retail. The difference isn’t just a few per cent; it’s often the gap between “nice turnover” and “actually profitable”.
In my opinion, this is due to the cost-of-living crisis. People are not spending too much on larger toys, and due to this, pocketmoney toys have shown phenomenal growth.
What’s the biggest challenge for independents right now – and how are you tackling it?
It’s staff costs, which are ever rising. So we try to reduce the number of hours for staff and limit the number of opening hours. Also, packaging costs for our online orders have skyrocketed, so we try to reuse and recycle all our packaging.
Another challenge is keeping up with stock levels for highdemand items. We try to keep in touch with suppliers to make sure we pre-order as much as we can.
How long have you been a Toymaster member, and what difference has it made?
British Garden Centres joined Toymaster in August 2019, just before I joined the company. It’s great to be part of a team that is so passionate about toys and invests so much in supporting its members.
Which Toymaster benefits do you value most, and why?
It’s been very beneficial to access great suppliers all “under one roof”, along with great payment terms, and being able to tap into Toymaster’s very knowledgeable team when support is needed!
It’s been very beneficial to access great suppliers all “under one roof”, along with great payment terms, and being able to tap into Toymaster’s very knowledgeable team when support is needed!
TIMS is also an invaluable database tool for finding all the information you need, whether that’s account information or advice from fellow members.
Which Toymaster suppliers do you work with most, and what do you like about them?
Lego, Ravensburger, and Character Options, to name a few. We’re also doing more business than ever with Kayes of Cardiff, thanks to its wide portfolio of suppliers and super efficiency.
What are you excited to explore or order at the Toymaster May Show? Something new that we’re not already doing, and hopefully some great offers for the Christmas period.
How long have you been a Toymaster member, and what difference has it made?
We’ve been members of Toymaster since 1985 and have been instrumental in making it what it is in Ireland today. I can honestly say that being a Toymaster member has helped our business grow much more quickly than it would have if we had been trying to do it on our own –without taking away from any of the hard work that all of our staff have contributed over the years to making Banba the great shop that it has become today.
The shared information alone from other members can save you a lot of time and effort, and knowing that if you have a problem, there are probably other members who have overcome that problem and can share how they solved it. Which Toymaster benefits do you value most, and why?
The biggest perk of being a member is TIMS and central billing. We can access all our invoices, download them into Excel, and import them straight into our EPOS.
We generally only have to make one payment to Toymaster at the end of the month, rather than making dozens of payments to each supplier. The Product Hub has all the latest supplier order forms, catalogues, and offer information we may need when placing an order.
Then there’s the show. At the Toymaster May Show in Harrogate we get to meet most of our suppliers and
are more than likely to take advantage of any offers they have. We put down some orders for immediate delivery and others for Christmas. We also have a look for items that might work well online, and listen to what they have to say about the products they are hedging their bets on for the Christmas season.
The social side of the show at the Majestic Hotel is also very important, in that we are all “in the one boat” for two or three days and have a chance to catch up and compare notes about what’s happening in the toy trade and beyond – and put the world to rights over a good meal and a few beers.
What are you excited to explore or order at the show?
I’ll be interested to see who has availability of squishy pocket-money toys. Demand has been huge for NeeDoh because of TikTok, so we will be trying hard to get our hands on more. We will be going through all the rooms and marquees over the three days and will have a good look at what we can find. How did Easter go for your shop? Easter was quite busy with a lot of tourists visiting the city during the week and, of course, the kids were off school too. The weather wasn’t too bad either, which helped.
Which Toymaster suppliers do you work with most, and what do you like about them?
Based in Ireland, we probably deal with agents more so than directly with suppliers themselves. That being said, we are in continuous contact with Asmodee with regards to Pokémon and other TCGs.
Mashal Toy Agencies – which looks after Mattel, VTech/Leap Frog, Brainstorm, MV Sports, Basic Fun!, Casdon and Golden Bear, to name but a few – is very important to us as a business.
We’ve built up a very strong relationship over the past four decades: firstly with director Charlie Mashal and then with fellow director Ian Faulkner, his wife Susan, and all of their team. A lot of good meals and bottles of wine have been had –not to mention whiskey – along with shared stories and laughs along the way. Long may it continue.
There are loads of others including Colm Banaghan, director of wholesaler Banaghan & Co. based in Tipperary (and also the agent for Character Options), who is extremely important to the Irish members; Gerry Heeley, business account manager at Hasbro; and many more who are always there when needed.
“Being a Toymaster member has helped our business grow much more quickly than it would have if we had been trying to do it on our own
Which products or categories are flying off the shelves, and why?
Pocket-money toys, including NeeDoh, anything squishy, and Jigglets. Plus, Pokémon products, Sylvanian Families blind bags, Mini Brands from Zuru and, surprisingly, magnets. We’ve started selling a range of Irish-related fridge magnets from Irish Decal Printing which have been doing very well.
What’s the biggest challenge for independents right now - and how are you tackling it?
There are currently tractors and articulated trucks blocking most of the roads crossing Dublin City. All the motorways are blocked in a demonstration about the price of fuel, and people are not travelling into town. It’s not just an independents’ problem, it’s one for us all to worry about. I was going to mention business rates and anti-social behaviour but under the circumstances, I’ll leave that for another day.
How long have you been a Toymaster member, and what difference has it made?
We joined Toymaster after the Youngsters buying group closed, which was over 15 years ago. Unfortunately, I can’t make the show this year because the timing clashes with my son’s GCSE exams, and I’m gutted. The news didn’t go down well when I told everyone at the Toymaster regional meeting in Coventry – they were gutted too!
Which Toymaster benefits do you value most, and why?
The main benefit is TIMS for central invoicing, along with the ability to open accounts with a wide range of suppliers rather than operating solely as a single independent retailer. It makes life easier; when suppliers say, “We deal through Toymaster”, I think, “That saves a lot of aggro”. You can place orders without worrying about filling out forms, which is a big plus.
The branding also makes a real difference. With so many Toymaster stores across the country, we get a lot of holidaymakers here that say, “Oh, there’s a Toymaster”, rather than just seeing an independent toy shop. We’ve got the Toymaster logo above the door and in the windows, and it definitely helps draw people in.
How did Easter go for your shop?
The Easter weekend has just finished, but trading is still strong. Some schools are still on holiday, so we’re hoping for another couple of good weeks, with a bit of luck.
“We’ve
got the Toymaster logo above the door and in the windows, and it definitely helps draw
people in ”
Which Toymaster suppliers do you work with most, and what do you like about them?
There are so many. Epoch Making Toys stands out – I have a great relationship with our rep, Simon Riggs. Asmodee is in everybody’s good books at the moment because they have Pokémon, and we like working with them.
Over the past couple of years, we’ve also built up a strong relationship with KTL (formerly KandyToys). They have a massive range at brilliant price points. Kayes of Cardiff is another key supplier for us. Owner Philip Kaye, known as the ‘Prince of Wales’, and his right-hand colleague, Bethan Smith, are both fantastic to deal with.
Which products or categories are flying off the shelves, and why?
The good weather has really boosted sales of outdoor toys. Alongside that, the usual suspects – Lego, Sylvanian Families blind bags, and Hot Wheels – are performing well. NeeDoh is going nuts at the moment, and anything squishy, like dumpling toys, has gone absolutely crazy.
And of course, there’s Pokémon. Demand is through the roof, and we simply can’t keep up. Resellers and scalpers are a major issue. It’s getting to the point now where I’m tempted to do what they do in Japan – test customers on their Pokémon knowledge before selling to them! Someone tried to buy £4,500 worth last week. He was clearly a reseller, so I turned him away.
Other Toymaster members are experiencing the same thing. We’ve even had relatives sent in to try their luck – I asked one granny how old her grandson was, and she said he was 32! Others claim it’s for a partner getting back into it. It’s quite comical, but the downside is little Johnny, aged eight, can’t come in and buy a packet.
What’s the biggest challenge for independents right now – and how are you tackling it?
The only headache is securing more stock – Pokémon being a prime example. Every retailer wants it, and supply just can’t keep up with demand. You can now buy Pokémon cards almost anywhere – from Currys to The Range and now The Entertainer – so competition is fierce. Everyone wants a slice of the Pokémon cake, but there’s not enough to go around.
On top of that, anything shipped by sea is taking time, which affects most of our range. A customer recently asked if we had any NeeDoh, and I explained it was on a boat from China. She asked, “How many days will that take?” and when I said probably about three months, she was shocked! I said, “Well, it is coming from the other side of the world – how fast do you think this boat is going?!”
There’s a general expectation from the youth of today that everything should arrive within 24 hours, like Amazon, but that’s just not realistic. Around 90 per cent of our stock is imported. One of the few UKmade lines we carry is Jigglets from Yorkshire – and they’ve been flying out. On the upside, the weather’s good and everyone’s happy – unless they need diesel and petrol!
The Toymaster May Show returns to the DoubleTree by Hilton Harrogate this month, 19-21 May, bringing together suppliers and the UK and Ireland’s independent toy retail community. Known for a place to do business, share insight about the realities of high street retail, and enjoy time socialising, we caught up with exhibitors and retailers heading to the show to learn why it’s an unmissable date in their calendar
Jane Hastings, Owner, Toys, Toys, Toys
I’m not a Toymaster member, but I’ve been invited along and am really looking forward to it. They put on a fabulous do! I’m excited to see all the suppliers and their new products. In particular, I can’t wait to see Wind Designs, as the embargo on their new Toy Story range will be lifted, and to check out Basic Fun’s K-Pop range and Moose Toys’ Gui Gui range.
Obi Enyi, Marketing Manager, Zimpli Kids
What makes the Toymaster May Show unmissable for your company?
It is a great chance to spend quality time with independent retailers. The conversations are always honest and useful, and we come away with a clear understanding of what is landing well in store. That kind of feedback helps shape how we support retailers and plan what comes next. How does your approach to this show differ from other toy trade events throughout the year?
Each show has its own strengths, and we approach them slightly differently. At Toymaster, we spend more time focusing on the individual retailer. Conversations tend to be more detailed, whether that is around gifting lines like Baff Buddies or high-impact products like our Snoopy and Butterfly Ring Baff Bombz. It is about making sure the range works well for their specific store.
What makes working with the Toymaster team and members so valuable?
There is a real sense of partnership. Retailers are engaged and know their customers well, which makes conversations straightforward and productive. The Toymaster team also create a well-organised and welcoming environment, which makes it easy to focus on building strong relationships. How important is the social and networking side of this show? They are a big part of what makes the show enjoyable. The relaxed setting gives you the chance to connect properly and build relationships beyond the stand. Those conversations often lead to stronger partnerships and make working together throughout the year much easier.
Mark Jones, Sales Director, University Games and Lagoon.
What makes the Toymaster May Show unmissable for your company?
The Toymaster May Show is a real highlight because it brings together a highly engaged audience of independent retailers in one place. The show is also a fantastic opportunity to reconnect with existing customers, meet new independent retailers and have meaningful conversations about what is working in-store right now.
How does your approach to this show differ from other toy trade events throughout the year?
Our approach at Toymaster is tailored and practical. Because the audience is exclusively independent retailers, we focus on solutions that work specifically for their stores. We also spend more time on conversations around range building and seasonal planning. It’s a much more hands-on, collaborative environment, allowing us to focus on the day-to-day realities of independent retail.
What makes working with the Toymaster team and members so valuable?
Working with Toymaster is incredibly valuable because of the collaborative relationships it fosters. Independent retailers have a deep understanding of their local customers, and the feedback they provide is invaluable when refining our product ranges and introducing new lines. The Toymaster team also plays a key role in creating a well-organised, focused environment where meaningful conversations and strong business partnerships can thrive.
How important is the social and networking side of this show?
The social and networking side of the Toymaster May Show is extremely important. The evening events create a relaxed environment where conversations can continue more naturally, helping to strengthen relationships beyond the day-to-day business discussions. For us, it’s not just about doing business, it’s about building long-term partnerships, and the networking aspect of the show plays a key role in that.
Steve Slee, Senior Sales Manager, Paladone and WeCool
What makes the Toymaster May Show unmissable for your company?
The opportunity to get face-to-face time with Toy retailers and gain a better understanding of what works well for them in their stores.
How does your approach to this show differ from other toy trade events throughout the year?
We have focused our offering on products we think would work well for Toy Retailers focusing on a mix of kidult, covering brands like Fortnite and Minecraft and Super Mario pure play Toy lines like Just Dough and our new Chi Goo range through WeCool brand.
What makes working with the Toymaster team and members so valuable?
As we are transitioning from a gift supplier to a specialist in Kidult and toy items, we have benefited from guidance and feedback from the Toymaster team and its members, which has helped us better understand how to succeed in the toy space. By listening to feedback from previous shows, we have introduced more pocket-money items and smaller FSDUs to better suit stores
Simpson, Managing Director, SMF Toytown
We visited the Toymaster May Show for the first time last year and it was a really worthwhile trip. We’re looking forward to returning this year to catch up with some of the suppliers and refresh our minds on some of the products we saw in January at Toy Fair in London and Spielwarenmesse in Nuremberg. It’s hard to believe that was four months ago!
We attended the AIS Playroom Supplier Meet and Greet in March and felt it was a great opportunity to spend time with some of the suppliers. We expect more of the same in Harrogate.
Lee Crocker, Country Manager, UK and Ireland, Cobi Toys
What makes the Toymaster May Show unmissable for your company?
Alongside London and Nurnberg, the show is very important. Why, you ask? Catching up with your team and industry friends, the social events and, of course the most important part, meeting with existing customers and new ones. Finally, it is a great opportunity to showcase new lines for the second half of the year.
How does your approach to this show differ from other toy trade events throughout the year?
In all, 90 per cent of our customers are independent retailers, not just Toymaster, so the approach is the same. Over the past few years the Toymaster May Show has grown with more non-Toymaster retailers attending, and we always say to our customers that they should come along. A prime example of this is The Motorist & Phillips Hobbies, who attended last year and have since become members.
What makes working with the Toymaster team and members so valuable?
It is not just about the data! It is about the knowledge, the fact that they are on the frontline as owner managers, seeing what happens on a daily basis and being able to react. They have the ability to change buying patterns quickly, start new trends, and drive brands.
How important is the social and networking side of this show?
In truth, I do not attend the evening events. This is primarily because, by the time I have showered, changed and had a few beers with the team and industry friends, I don’t fancy walking back up the hill! I know, a very poor excuse. But I have been encouraged by members to come along this year, to network. So, see you there!
Andrew Morris, Sales and Marketing Director, Thames & Kosmos
What makes the Toymaster May Show unmissable for your company?
The Toymaster May Show is one of the most valuable events in our annual calendar because it allows us to connect directly with the retailers who sit at the heart of the UK toy industry. It’s a rare opportunity to step away from the day to day and have genuine, in depth conversations about how the year is unfolding — what’s selling, what’s shifting, and where retailers are seeing opportunities or challenges.
How does your approach to this show differ from other toy trade events throughout the year?
Toymaster is unique because it allows us to focus entirely on the needs of independent retailers. Unlike larger international shows, where the audience is broad and the conversations are often high level, the Toymaster May Show is intimate, specialised, and incredibly practical. That means we can tailor everything — from the products we bring to the promotions we offer — specifically for independents.
What makes working with the Toymaster team and members so valuable?
Working with Toymaster retailers is incredibly rewarding because they provide some of the most honest, insightful, and actionable feedback we receive all year. Independents have a deep understanding of their local communities, and they’re often the first to spot shifts in customer behaviour. The conversations we have at Toymaster help us refine our ranges, adjust our forecasts, and ensure we’re supporting retailers in the most effective way possible.
The organising team also plays a huge role in making the show such a success.
How important is the social and networking side of this show?
The social side of the Toymaster Show is absolutely essential. The evening events give us the chance to connect with retailers in a more relaxed, informal setting — and those conversations often lead to some of the most valuable insights of the entire show. When the pressure of the trading day is lifted, people open up, share experiences, and talk more freely about what’s working and what isn’t.
The Toymaster community is known for its warmth and camaraderie, and the evening events are a big part of what makes the show feel so special.
Gary Hughes, Head of UK Sales, Rainbow Designs.
What makes the Toymaster May Show unmissable for your company?
It’s one of the few opportunities in the calendar where you get genuine quality time with independent retailers. The pace is different: you are not rushing conversations, and that means you can get a real understand what’s happening at store level. For us, that insight is invaluable. It helps shape everything from product development to how we support retailers throughout the year, so it’s a show we simply wouldn’t miss.
How does your approach to this show differ from other toy trade events throughout the year?
At the larger shows, it’s about brand building and showcasing the full catalogue. At Toymaster, it’s about what works in-store for independents right now and everything we present is with their day-to-day reality in mind. That means a tighter, more focused range selection, clear price points, and merchandising solutions that suit smaller retail environments.”
What makes working with the Toymaster team and members so valuable?
There’s a real sense of partnership. The Toymaster team understands the independent sector inside out, and that filters through into how the show is run and how suppliers and retailers are brought together.
The retailers themselves are incredibly engaged, they know their customers, they are passionate about what they stock, and they are not afraid to share honest feedback. That kind of open dialogue is hugely valuable to us as a supplier.”
Tara Strickland, Head of Design, Santoro
What makes the Toymaster May Show unmissable for your company?
The Toymaster May Show is a standout moment in our calendar because it brings together a community of passionate, independent retailers who truly value creativity and innovation. It’s an opportunity to have meaningful, faceto-face conversations (on home turf!) and showcase our products in a way that goes beyond the catalogue.
How does your approach to this show differ from other toy trade events throughout the year?
Independent retailers have always been at the heart of our business, so this show feels like a natural extension of how we’ve grown. We see independents as true tastemakers
- often spotting and nurturing trends long before they reach the wider market, which really shapes how we present our ranges here.
Our approach at Toymaster is therefore much more tailored and collaborative. It’s about supporting their individuality and giving them something special their customers might not find elsewhere.
What makes working with Toymaster, both the retailers and the organising team, valuable?
How important is the social and networking side of this show?
It’s a big part of what makes the show so effective. Those more relaxed moments often lead to the most meaningful conversations, whether that’s catching up with long-standing customers or getting to know new ones away from the stand. You build stronger relationships, gain more candid insights, and ultimately come away with a much better understanding of what retailers need. Plus, it’s a great chance to celebrate the industry together, which is something that shouldn’t be underestimated.
How important is the social and networking side of this show?
Toymaster offers a unique sense of partnership. The retailers are incredibly engaged and knowledgeable, with a strong understanding of their customers and a real appreciation for quality and originality. The organising team also creates an environment that feels supportive and wellstructured. It’s a collaborative ecosystem that benefits everyone involved.
As this is our debut at the show, we’re really looking forward to experiencing that side of it for the first time. From everything we’ve heard, the social and networking aspect is a big part of what makes Toymaster so unique. It creates a much more relaxed, open environment to connect, which often leads to stronger, more authentic relationships.
MV SPORTS
0121 748 8000 info@mvsports.com www.mvsports.com
Stand: Upper Marquee
The influence of K-pop continues to surge across global youth culture, bringing bold visuals, high energy and a strong sense of identity into the world of play. MV Sports taps directly into this momentum with the KPop Demon Hunters wheeled range, a vibrant, trend-led collection designed to turn heads on shelf while getting kids moving out-doors.
The Big Wheel Skates are a great place for younger riders to get started, designed to build confidence from the very first glide. A stable setup helps support balance, while adjust-able sizing and secure fastenings ensure a comfortable fit as skills develop. Finished in bold, fashion-led graphics, they deliver instant visual appeal alongside strong entry-level functionality.
For those ready to push things further, the skateboard brings a step up in both skill and self-expression. Built with a durable deck and double kicktail design, it supports every-thing from cruising to early tricks, encouraging coordination and creativity along the way. The graphic execution keeps it firmly on trend, giving it strong standout both in use and on display.
The Light Up Folding
Inline Scooter sits at the centre of the range and is a clear hero for retail. Practicality meets impact with a quick-fold mechanism that makes storage and transport easy, while motionactivated light up wheels add that all-important wow factor. An adjustable handlebar allows it to grow with the rider, making it a product that delivers on both longevity and repeat use.
The 16-inch bike
offers the perfect progression for developing riders, combining a sturdy build with features that support confidence on two wheels. Designed for both comfort and control, it delivers a smooth ride while maintaining the bold, character-driven look seen across the
Hunters range brings together trend-driven design with practical,
extend its lifespan, giving added value
Lightweight, protective and easy
The Light Up Folding
Inline Scooter sits at the centre of the range and is a clear hero for retail. Practicality meets impact with a quickfold mechanism that makes storage and transport easy
T he Pocket Or acle Collectible T hat Ans w ers Ye s -or-No Questions
020 8781 1104 | marketing@santoro-london.com | santorotrade.com
Stand: Upper Marquee
Santoro arrives at this year’s Toymaster May Show with a showcase defined by innovation and exciting new directions, led by a hotly anticipated new girl-centric launch – Harmonie Lane.
Designed as a fresh, relatable brand for today’s audience, this new collection brings together storytelling, world-building, and hands-on creativity in a way that feels unexpectedly original for the category.
At its heart are 10 aspirational ‘girlnext-door’ characters, each with their own personality, style and interests, creating a vibrant universe built on
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At its heart are 10 aspirational ‘girl-nextdoor’ characters, each with their own personality, style and interests, creating a vibrant universe built on individuality and friendship.
individuality and friendship. Harmonie Lane celebrates the idea that there’s no single way to be a girl – from music to gaming, baking to performing… girls can be one, all or anything in-between!
The collection boasts a vibrant, candy-coloured offering of playful stationery and engaging craft products, brought to life by a unique album of character-led songs. Designed as an unplugged listen-while-you-craft experience, it taps into the growing parent-led shift towards screen-free play, while still appealing to today’s audience by using music as a natural bridge to draw girls into more handson, creative moments.
Already generating major buzz since its pre-launch, Harmonie Lane is set to become a standout offering for retailers seeking something distinctive, meaningful, and in-demand!
Alongside this, Santoro continues to build on the success of its multiaward-winning Pop & Build range, now evolving beyond seasonal formats into all-year-round themes. New additions Solar System and Land of the Dinosaurs introduce a playful pop and learn element that combines hands-on construction with educational discovery. With dynamic moving parts, hidden facts, and completely plastic-free design, the range delivers an engaging, screenfree experience that will continue to
be adored by retailers and fans alike. Santoro’s signature 3D paper engineering also remains a key highlight, with its iconic 3D Pop Up greetings continuing to offer retailers impactful, display-worthy products that captivate across generations. Notably, the Father Christmas Swing Card has recently been named a finalist for this year’s upcoming Louie Awards, further cementing the brand’s reputation for excellence in design and paper innovation.
Meanwhile, Bangoberry expands beyond physical products into the digital space with the recent launch of the Bangoberry Bonkers game on Roblox, which invites fans to explore Bingo Bango Island in an immersive, interactive world.
With a blend of physical and digital play, and a strong pipeline of innovation, Santoro’s Toymaster presence sets the stage for an exciting and impactful second half of the year.
UNIVERSITY GAMES AND LAGOON
0207 254 0100 | university-games.co.uk
Stand: Upper Marquee
From family favourites to fun new lines, University Games and Lagoon are bringing an exciting mix of games and puzzles to this year’s Toymaster Show, with something to entertain every generation. University Games is excited to welcome Peppa Pig to its preschool portfolio. Developed under The Learning Journey brand, the new range combines the instantly recognisable characters with proven educational play formats. The range includes Match It! Tins alongside Lift and Learn, Sort and Learn Puzzles. Launching this summer, new lines includes My First Match It! Peppa’s World and My First Match It! Peppa’s Friends & Family tins, a beautifully illustrated Magnetic Sort and Learn Colours game featuring Peppa’s iconic Party Bus, and a Lift and Learn Puzzle showcasing children’s favourite vehicles from the show.
The timeless Charades for Kids, Don’t Say It, What’s Up and Yes! No!, remain the Core 4 of University Games’ children’s range. These engaging, fun for all the family, easy to play, perennial best sellers are assured staples for any games and puzzles display. University Games will also have their ever-popular licensed preschool and children’s character collections on display, including Paddington, Roald Dahl and the hugely-popular Dog Man range. The range features the best-selling Attack of the Fleas and Twenty Thousand Fleas Under the Sea board games, alongside the Dog Man Big Jim Begins Dice Game
University Games is excited to welcome Peppa Pig to its preschool portfolio. Developed under The Learning Journey brand, the new range combines the instantly recognisable characters with proven educational play formats
the Toymaster Show will be the entertaining Squeeze Popper range, available in both animal designs and new licensed football club characters and mascot styles. These tactile, pop-andsqueeze toys can launch a soft foam ball up to six metres, delivering hours of fun both indoors and outdoors. The Animal collection features favourites such as the T-Rex, Koala, Llama, Axolotl and Frenchie the Bulldog, while the licensed football range includes popular mascots like Gunnersaurus, Moonchester and Chirpy, as well as a Liverpool player and the Official England Lion. With strong collectability and updated eco-friendly packaging that reduces shelf footprint, Squeeze Poppers remain a proven choice for both retailers and consumers.
anywhere, while the licensed football club editions, including Liverpool, Chelsea, Arsenal, Manchester City and England, add extra appeal for young supporters keen to play in their team colours. Designed to fit neatly into pockets or backpacks, these games are ideal for travel, playground fun or rainy-day entertainment.
Another firm favourite with Toymaster retailers is the innovative National Geographic: How Things Work 3D Puzzle range, designed to inspire inquisitive young minds. This nine-strong constructand-play collection blends hands-on fun with STEAM-based learning. Popular models include the Blast Off Rocket, Racing Car, Periscope and Parachute Launcher. Each set comes with an instructional booklet explaining the science behind the build, encouraging children to explore key engineering and scientific concepts in an engaging and accessible way.
07584858978
l.crocker@cobitoys. co.uk cobitoys.co.uk
To celebrate the 40th anniversary of the iconic 80s action movie Top Gun, Cobi Toys is launching four new products to complement the already established Top Gun and Top Gun Maverick planes. This month sees the launch of new Micro Planes, which include F-14A Tomcat (#5923) and MiG-28 (#5924} from the original movie. Although the name suggests a smaller scale than Cobi has produced in the past, these 1:300 scale planes are full of detail, including pad printing and a stand.
A must for Top Gun fans celebrating the milestone year is the 3D Top Gun Logo (#5925).
Fans can build this iconic logo from 622 pieces, complete with a F-14A Tomcat and MIG-28 Micro planes in 1:300 scale, from 622 pieces. The model dimensions are: 525 mm x 205 mm x 60 mm.
The piece de resistance for the Top Gun licence is the enormous Top Gun Aircraft Carrier, launching in mid-May. Fans can immerse themselves in the experience and enjoy authentic details from the Top Gun film with this fabulous battleship (USS Enterprise CV-65 #5922) in 1:300 scale.
Constructing this nuclearpowered aircraft carrier from 6,100 pieces will be as difficult as Maverick taking orders. The scale allows fans to faithfully reproduce structural details, while ensuring solidity and durability thanks to high-quality materials. It has many moving parts, such as deck guns, rotating artillery towers, rudders and propellers, plus mini planes, hangar bays and much, much more. The model has been covered with high-quality prints imitating the equipment and camouflage of the ship from this movie.
The set includes a brick base with name plate which includes the logo of the ship - and the model dimensions are top secret!
0845 459 1818 sales@zimplikids.com www.zimplikids.com
Zimpli Kids returns to the Toymaster May Show this year with exciting new additions to its bath time collections, bringing colour, fun and collectability to retailers’ shelves.
Our star launch this year is Baff Buddies, starting with the heart-melting Mama and Baby Otter. Otters are playful, cuddly and naturally soothing, making them the perfect pair to help children unwind without screens. Mama Otter floats gently while holding her baby, releasing a lavender bath bomb that fizzes into a soft purple swirl. Baby Otter adds interactive fun by squirting water, creating a comforting and engaging experience. Each pack includes three dermatologically tested lavender bath bombs, giving families an easy, mess-free way to slow down after a busy day.
Joining Zimpli Kids’ Baff Bombz surprise range is the Butterfly Ring Surprise. Each bath bomb fizzes into bright, swirling colours before revealing a wearable butterfly ring inside. The rings come in bold, eye-catching shades that children love to collect, wear and swap. With the thrill of a blind surprise built in, this addition taps directly into the collectable toy trend and encourages repeat purchases.
Snoopy Baff Bombz Surprise adds a touch of timeless charm. Each bath bomb creates a fizzing colour display before revealing a hidden Snoopythemed toy. Children enjoy the unboxing moment, while parents can trust the skin-safe, stain-free formula for a fun but mess-free experience.
All the products feature bold, colourful packaging that stands out on shelf. Together, Baff Buddies and Baff Bombz offer retailers lines that drive footfall, repeat sales and gift appeal, transforming bath time into a moment children love.
The Zimpli Kids team is looking forward to welcoming Toymaster members to see the full range in action and discover why these collections continue to delight children, parents and collectors alike.
01303 250400 | sales@bigjigstoys.com bigjigstoys.co.uk
Bigjigs Toys is thrilled to attend the Toymaster May Show, showcasing a curated selection that perfectly balances its heritage of sustainable wooden play with cutting edge STEM education and the season’s hottest sensory trends. This year, the team is placing a significant focus on the intersection of play and educational value, ensuring retail partners have access to products that satisfy both child-led fun and parental desire for developmental growth.
As families gear up for summer travel, the On the Go series is a must-see for retailers looking to capture the holiday market. The Fire Station On The Go and Farm On The
convenience without sacrificing the depth of play. These FSC-certified wooden sets unfold
car journeys, or trips to the beach.
Furthering its commitment to educational excellence, Bigjigs is proud to highlight its distribution partnership with 4M. The new Mega labs are designed to turn home environments into discovery zones for young minds. The 4 in 1 Mega Earth Science kit offers a comprehensive introduction to geology and astronomy through hands-on projects like volcano building and crystal mining, while the Mega Robot Lab fosters problem-solving and mechanical understanding. These kits provide a structured yet exciting way for children to explore STEM concepts, making them a standout choice for the upcoming
Also at the show are the latest additions to the NeeDoh range, a brand that is currently a massive trend and selling out at record speeds. The new Sweet Treats Assortment, featuring the Nice Cream Cone and the Nice-icle, offers a satisfying sensory chill that melts stress away. These are the definitive fidget trend of the year,
01908 803 800
sales@babyrepublic.co.uk
babyrepublic.co.uk
As a boutique distributor, Baby Republic Ltd is dedicated to bringing innovative, design-led brands to the UK market – and its partnership with Speks continues to go from strength to strength.
Speks has helped redefine the fidget category, elevating it into a more premium, design-focused space that appeals strongly to the growing kidult audience.
At Toymaster this year, Baby Republic will be showcasing the full Speks collection, giving retailers the chance to experience first-hand what makes the range so engaging. The tactile nature of the products is key to their success – once picked up, they’re hard to put down.
With a range that includes magnetic desk toys, putty and tactile fidget pieces, Speks products are designed to promote focus, creativity and stress relief, all while looking stylish enough to sit proudly on any desk or countertop.
As the official UK distributor, Baby Republic has seen increasing demand for products that blur the line between toy, gift and lifestyle – and Speks delivers exactly that. Its broad appeal across teens, students and adults makes it a versatile addition for retailers, while its strong packaging and point-of-sale presence ensure it stands out in-store.
Alongside the core range is the most popular product Gump, a memory gel stress ball, which adds an extra layer of sensory appeal. Offering a mess-free, ultrasatisfying squeeze experience, it taps into the ongoing demand for calming, tactile products and provides an accessible entry point into the brand.
With its combination of innovation, quality and cross-generational appeal, Speks continues to be a standout performer for Baby Republic.
01580 713000
sales@thamesandkosmos.co.uk thamesandkosmos.co.uk
Stand: Upper Marquee
Thames & Kosmos will be bringing its leading toy and game lines to the Toymaster May Show, showcasing a broad selection of budget friendly, educational, and STEM focused products designed to inspire curiosity and support retailers across multiple categories.
The Science to Go range makes science engaging and accessible through a variety of pocket money kits that allow children to build a glow in the dark T Rex, construct an electric alarm, grow Mimosa plants, and explore many other hands on activities. STEM concepts are central to the range, and the compact format makes these products ideal for placement near payment desks and other point of purchase locations.
Each assortment is supplied in its own ready to use display case, and with an RRP of £2.49, the products offer an appealing and affordable way to keep children entertained and engaged.
The popular Spy Labs range of investigative gadgets and kits continues to expand with the introduction of the new Hi Tech Handcuffs. This addition joins established favourites such as the Master Detective Toolkit, Forensic Investigation Kit, Night Vision Goggles, Digital Snake Scope, Voice Changer, and a listening device. The range provides hours of imaginative play for inquisitive minds and aspiring secret agents.
young scientists to explore further.
Re Botz offers children the opportunity to assemble their own characterful robot companions built from ‘junkyard’ parts.
The I Dig It range, supplied in cases of 24, invites young geologists to chip away at an egg or block to reveal a hidden dinosaur, dragon, or shiny mineral.
The Essential STEM Tools range takes children’s interest in science to the next level with high quality equipment designed to support deeper learning.
The collection includes the new HD Imaging Digital Microscope, as well as a Rock Tumbler, Metal Detector, Telescope, and a Planetarium Projector featuring star maps and Solar System visuals that encourage
Billiard Room
Epoch Making Toys will be showcasing two of its new centrepiece sets for autumn at Toymaster.
The magical Woodland Wonder Fairy Castle serves as the entrance to the new, magical Woodland Fairy Forest and is packed full of fun features including a waterfall, enchanted tree and shimmering stars and gemstones that require no batteries! It comes with a special mini fairy exclusive to this set, a Fennec Fox baby, Acorn and Snail
Joining the brand’s residential collection will be the Red Roof Riverside Manor. With its impressive facade the grand home offers a host of ways
The range includes Buxy the jumping robot, Rusty the crawling robot, Pitti the walking robot, and Duke the skating robot. These kits provide an accessible and affordable introduction to robotics and engineering, and collecting all four allows children to swap components and create their own unique robotic designs.
Next year marks the 10th anniversary of the first Exit: The Game release, one of Kosmos’ flagship global brands. The range has grown significantly over the past decade, and 2026 will see the introduction of two new titles in the expanding Exit Kids series: The Circus Mystery and The Great Bee scape. These escape room style games combine puzzles, riddles, and atmospheric storytelling to guide players through an immersive and family friendly adventure.
to play. The elegant spiral staircase turns into a slide; the partition walls can be moved to alter the layout; and the lights switched on and off without the need for batteries.
For Aquabeads, Epoch will be highlighting its new innovative 3D offering. Create colourful 3D ice creams and other sweet-themed treats with the Ice Cream Party Craft Studio. The set includes 800 beads, an ice cream bead dispenser pen, storage container, cones, keyring attachments, and a host of cute toppings.
Epoch Games is excited to be welcoming a host of new and popular licenses throughout 2026, including a range of Minecraft games.
01273 230037
info@paladone.com
paladone.com / wecooltoys.com
Stand: Carriage Suite
Low-cost, addictive collectibles. Trending and evergreen licences. Toys that balance fun with practical appeal. Paladone WeCool offers a powerful combination of design - led licensed innovation and easy- to - pick- up, high - demand interactive toys. Items featured at this year’s Toymaster Show will be a carefully curated mix of instantly recognisable fan-favourite ranges alongside products so fresh they can’t be put on paper just yet – you’ll have to visit us for the full hands-on experience.
The booth will display a fabulous range of licences that are on-trend and driven by recent franchise momentum. Paladone’s Minecraft products continue to dominate as anticipation builds ahead of the next major cinematic moment in 2027. This is paired with renewed excitement following the recent Super Mario Galaxy release, driving fresh demand across the wider Nintendo merchandise landscape. Another popular property being showcased is Astro Bot, PlayStation’s universally recognisable mascot, whose popularity shows no signs of slowing. Paladone is committed to ensuring that gamer fans are well served with
Late last year, Paladone announced a new licensing agreement with The Lego Group. Samples will be available on the day teasing a first look for show attendees at how Paladone’s creative approach complements Lego’s iconic brick sets
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engaging merchandise across key categories.
Late last year, Paladone announced a new licensing agreement with The Lego Group. Samples will be available on the day teasing a first look for show attendees at how Paladone’s creative approach complements Lego’s iconic brick sets.
There will also be new licensed opportunities within the compounds and craft categories, with the upcoming Harry Potter series acting as a key catalyst. This global evergreen franchise continues to perform strongly, supported by the Wizarding World’s consistently loyal fanbase, and upcoming products will be retail-ready in time for the much-anticipated HBO series’ Christmas release. Care Bears also remains a standout IP, with its nostalgic resurgence continuing to resonate with consumers and naturally lending itself to arts and crafts-led play.
A multi-licensed range that will be showcased are Backpack Buddies, the ultimate pocket money collectible. With a character led blind bag format, each miniature clip on delivers an element of surprise that keeps fans coming back for more making the range a proven favourite across toy and gifting retail. Visitors can also view the atmospheric LunaGlo range, which brings iconic characters together with an immersive lighting experience, perfect for both
indoor and outdoor settings.
Whilst already a key player in the crafts and compound category, WeCool will be launching something a little bit special for Q4 2026 and beyond – Chi-Goo: a premium shimmer-chique slime, that’s paired with luminous mica powders and glittery mix-ins. This new range will be supported by a high profile marketing campaign and impactful display options. Alongside this WeCool is consistently bringing innovation with Jelly Bands remaining a standout hit, offering scented bands, letter tiles and interchangeable beads for accessible DIY accessories with endless personalisation.
The Paladone WeCool team will be on-hand at the show to discuss upcoming launches and expansions supported by its ever-growing portfolio of world-class licenses.
The Paladone WeCool team will be on-hand at the show to discuss upcoming launches and expansions supported by its ever-growing portfolio of world-class licences.
MOTION AC TIVATED LIGHT UP WHEELS INCLUDES CRASHPAD AND WHEEL DISCS FULLY PRINTED DECK AND GRIPTAPE
TEBOARD SAFE
BOARD O SKATEBOARD SC
LIGHT UP FOLDING INLINE SCOOTER 16” BIKE
01869 363800
sales@ravensburger.com
ravensburger.com
Ravensburger is set to launch a wealth of standout puzzles, toys and games that will bring friends and family together this year. Muchtalked-about licences take their place among the company’s tried and tested favourites for an autumn-winter lineup that celebrates the best in quality, classic play and innovation.
With KPop Demon Hunters’ success at the Oscars, fans continue to flock for this record-breaking animation. Ravensburger offers two children’s 2D puzzles and a 500-piece adult puzzle with 3D puzzles joining the range later this year.
There are puzzling times ahead too for Jeremy and Lisa, with the launch of the Diddly Squat Farm jigsaw series. Including both children’s and adult offerings, the range will keep puzzlers entertained until the cows come home!
introduction of the Time Travel range. As the trend of competitive puzzling continues to grow worldwide, Ravensburger sponsors the UK Nationals 2026. The company will highlight at the Toymaster Show the five hot-off-the-
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Lovers of the global bestselling book series Fourth Wing will soon be able to piece together jigsaws inspired by their literary favourite. Each one of these beautifully designed 500-piece puzzles is presented in deluxe packaging with gifting in mind.
It’s a big year for Pokémon, as the phenomenally successful property celebrates 30 years. Ravensburger adds the Pokémon with Ears 3D puzzle to its 3D lineup, which already includes the hit Disney Stitch with Ears 3D puzzle. And for those with a ‘big’ love of Pikachu and friends, watch out for a mega 40,000-piece puzzle coming later this year!
The ever-popular puzzle series, My Haven, welcomes a festive scene for the first time with the fourteenth addition to the range, while the new collectible comedy series, Ray’s Comic Series, travels through the ages with the
Ravensburger adds the Pokémon with Ears 3D puzzle to its 3D lineup, which already includes the hit Disney Stitch with Ears 3D puzzle
audience attracted by the first season. Ravensburger is also set to celebrate 40 years of its bestselling game family, Labyrinth, with new editions set to bring more players into this ever-popular game of moving mazes.
championship puzzles that will have the puzzle community abuzz this summer.
For a time-out with a difference, and already tipped as a ‘hero’ at Toy Fair, the new collection of five 3D puzzle vases offers a mindful activity that is practical too. Each contemporary-style vase includes a waterproof liner, making them suitable for fresh-flowers.
Guaranteeing a games night filled with laughter, the officially licensed Last One Laughing Game will have players pitting their poker faces against each other in a bid to be… you guessed it – the last one laughing. Series 2 of this hit show has already surpassed the incredible
The Brio World system is a trusted toybox favourite for many families, and this year, the play heads into outer space. The new Space range is packed with out-of-this-world detail for preschoolers to explore, from the interactive Space Shuttle to friendly, glowin-the-dark aliens and much more.
0161 633 9800 | sales@charactergroup.plc.uk www.character-online.com
Stand: Reading Room
The Character Options stand is a onestop-shop for Toymaster buyers and retailers looking to stock their shelves across all key categories.
Goo Jitzu is back in the toy aisle and stronger than ever, boasting a bold new look and exciting fresh formats. Make sure to stop by the stand and ask to see everything on the horizon for the globally popular brand – including all new Mystery Surprise Eggs. Launching in August and backed by a nationwide viral influencer campaign, the arrival of these eggs will spark a hunt to uncover the elusive golden chase figures.
Designed to boost collectability and refocus attention on the brand’s iconic fillings, figures and hidden ASMR qualities, this cracking new line features six heroes, each with a unique filling to uncover. Discover Squidor with super squelchy water beads, Smashadon packed with super scrunchy red boulders suspended in purple gel, Horriglow with a glow in the dark skeleton and fish filling, and more. And for the ultimate treasure
hunters, each hero also has its own golden chase figure waiting to be unearthed.
Say hello to MagMiMi, the cutest mystery collectible plush toys that are tiny, adorable, and totally magnetic! Each palm-sized pal features a soft, cuddly body, a stylised roto-cast head, built-in magnets in every limb and premium metal keychain attachment. Place them on a finger, stick them to the fridge, clip them to backpacks, or link them together for an irresistibly cute plush parade. Each MagMiMi comes in its own custom metal display tin – perfect for posing, storing, or showing off growing MagMiMi collections. There are nine exotic animals to collect in the first series, including special characters. Among them are axolotls, sugar gliders and sloths. Each character features highly detailed kawaii styling, tapping into current style and fashion trends.
From the team that brought kids Sticki Rolls comes another fun and innovative toy line fuelled by entertaining content:
Goo Jitzu is back in the toy aisle and stronger than ever, boasting a bold new look and exciting fresh formats. Make sure to stop by the stand and ask to see everything on the horizon for the globally popular brand
Jelly Cakes. This unique creative, compound collection features three layers of slime and cloud clay, which are then mixed together to create a completely one-of-a-kind non-sticky compound. What’s more, hidden inside each Jelly Cake is a mystery collectable ring, with common, rare, super rare, and ultra gold rare to be discoverer. JellyBesties is Skycastles newest YouTube channel, which will feature an impressive line-up of famous compound superstars fronting the content, including Chillin’ With Rachel, who already has 3.82m subscribers.
Meanwhile, Sticki Rolls, the wearable sharable sticker brand, remains a must-have collectible, with an all-new series three that brings with it over 1,000 new sticker designs to find, collect and swap, as well as fresh new ways for fans to display and distribute their Stickies. Also new, Sticki Mates are collectable sticker dispensers that hold any Sticki Rolls. Blind-boxed for added fun, there are 14 Sticki Mates characters to discover, including super-rare ‘Titanium’ versions and the ultra-rare Golden Chillin’ Charlie penguin pal. With their kawaii styling, and featuring some of the most popular animal friends from the world of Sticki Rolls in the mix – be it Axie the axolotl, Slow Moe the sloth, Happy Cappy the Capybara. With 50 Sticki included in each one, they carry spare Sticki Rolls in their cute little backpacks, and can be clipped onto bags for on-thego sticker fun!
01329 227300
sales@rainbowdesigns.co.uk rainbowdesigns.co.uk
Stand: Upper Marquee
From treasured characters to new playful companions, Rainbow Designs is showcasing a heartwarming collection of licensed ranges at this year’s Toymaster Show. The best-selling Bing, The Adventures of Paddington, Peter Rabbit, and Mr. Men Little Miss ranges, will be accompanied by the entertaining and interactive Happy Yappers range, and two exciting new plush collectible collections, Cutydoos and Pembe the Pink Cat.
The reimagined Bing collection, inspired by Ted Dewan’s award-winning books, has been designed for hands-on learning, inspiring early cognitive skills and imaginative play. New introductions include the Learn to Dress Soft Toy, encouraging independence through buttons, zips, laces, and Velcro; the Rainbow Colour Wheel; and the Bing Bus Shape Sorter.
The Adventures of Paddington toy range continues to be a firm favourite amongst both preschoolers and retailers. The hugely popular toy range includes the award-winning Paddington Tea Set, the Paddington Talking Soft Toy, 4-in-1 Dress Me Paddington as well as the Bessie the Campervan and Letters to Aunt Lucy Play Sets. An exciting addition to the range is the new Paddington Soft Toy with Interactive Marmalade Sandwich, bringing plenty of fun and interaction to playtime with his delightful phrases and munching sounds.
An exciting new arrival this summer is the international viral sensation Pembe the Pink Cat, in a playful and collectable range that embodies joy, kindness, and self-expression. The collection includes six 15cm plush toys, each paired with a positive affirmation, six collectable keychains, and two super-soft 23cm cuddly characters
Also on display at the Toymaster Show will be the highly collectable Mr. Men Little Miss range that includes plush cushions, soft toys and keychains featuring favourites Mr. Tickle, Mr. Bump, Little Miss Sunshine, and Little Miss Chatterbox. In addition, the new and irresistibly cuddly Cutydoos range offers eight super cute animals to collect.
Toymaster retailers can also brighten their shelves with the fun Happy Yappers Slap Bracelets range, featuring six colourful birds.
07826 844824 | sabrina@differenttoys.co.uk | differenttoys.co.uk
Stand: Upper Marquee
Different Toys is looking forward to making its Toymaster Show debut and showcasing carefully selected ranges from its distribution partners’ small foot wooden toys, Bubble World and Petron Sports.
Highlights of the high-quality, sustainable small foot toy catalogue will include the new Montessori line and the Safari novelties for preschoolers, featuring beautiful shape and balancing games, puzzles, and animal pull-alongs. The dinosaur theme continues to be a popular choice for retailers, with the dino building blocks set and dino balancing game particular favourites.
Different will also be unveiling new baby toys made from BPA-free silicone and a gorgeous selection of activity toys in CDU, including dancing flowers and pull back animals. In addition, members are invited to take a first-hand look at the wooden alphabet letters and trains displays that can sit impressively by till-points to encourage impulse purchase. An ideal personalised gift where customers can choose to build a
child’s name, these beautifully crafted letters are available in three colourways and are easily replenished to keep displays looking freshly stocked.
The Toymaster Show is also the first opportunity for Different to present its new pocket money collection of Bubble World licensed bubbles from Italian manufacturer Dulcop. Perfectly timed for summer ordering, the character themed bubbles come in CDUs of 36 x 60ml bubble tubs and members can choose from preschool favourites Bluey, Peppa Pig and Paw Patrol, Disney classics Stitch, Disney Princess and Toy Story, and other popular licences Gabby’s Dollhouse, Sonic, SpiderMan and Hello Kitty.
Completing the show offering, Different has also recently partnered with Petron Sports to promote its archery inspired brands Stealth and Sureshot, and will be offering a number of shooting and target products for outdoor and indoor play, including Petron’s award-winning Sureshot Crossbow Target Combo Pack. Be sure to visit the stand for a demonstration.
07908 793246
alf.blohm@craze-group.com craze.toys
Stand: Lower Marquee
Making its Toymaster Show debut, Craze Toys will be showcasing several innovative, retail-ready collectable and creative brands in collaboration with new distribution partner and lower marquee neighbour DKB Toys.
The highlight launch will be Craze’s bathtime inspired brand Inkee which combines scented bath bombs with surprise collectable figures from some of the hottest children’s licences. With an offering of blind bag bath bombs, bubble bath sachets and face masks at accessible price points for Paw Patrol, Peppa Pig, SpongeBob SquarePants and Hello Kitty, the Inkee range is available on FSDU and CDU display for maximum in-store impact. In addition, Craze will unveil a number of licensed Inkee gift sets and advent calendars containing a variety of bath surprises and character figures to delight young collectors.
01462 446040
info@thepuppetcompany.com
trade.thepuppetcompany.com
It’s another big year at the Toymaster May Show for The Puppet Company, which is announcing new product launches and extensions and is also celebrating over 25 years in the toy business.
New arrivals include Bunnies and Ducks joining the ever-popular Wilberry Eco Classics collection of beloved soft toys made from 100 per cent recycled materials. Also new to Harrogate is the Small Size Natural History Museum Dinosaur Plush collection, a miniature version of the awardnominated larger collection.
Other new arrivals include the Full-Bodied Animal Puppets, including a truly stunning Anteater. The adorable and versatile My Cuddly Puppets are also on display.
The company’s finger puppets are popular with all ages (and thanks to ease of display, retailers) and have been recently enhanced with the addition of the unmissable seasonal Finger Puppet Decorations.
With a proven track record in developing must-have pocket money collectibles in blind-bag packaging, Craze will be introducing some of its most successful collectable brands at the show, including Galupy, Nunos Lil’ Monsters and Magic Ponys. A category leader in Europe with Galupy,
New from the company’s sister business, Wilberry Soft Toys, are additions to the ever-popular Wilberry Minis collections, the delightful new Wilberry Plush Dancers collection of mini dancer dolls and Wilberry Jungle Friends.
01392 281927 | tomy.com Stand:
Tomy is set to bring innovation, collectability and high-energy play to the Toymaster May Show, giving retailers an early look at its 2026 pipeline. With a strong mix of new launches, major brand moments and proven play patterns, the showcase offers plenty of reasons to visit.
A key focus for 2026 is the continued expansion of Tomy’s games portfolio, led by The Traitors under the Drumond Park brand. Inspired by the hit TV phenomenon, this second edition introduces six new adventures, raising the stakes for players.
Collectibles remain a major growth driver for Tomy. In May, the company will launch its partnership with Momiji, known for collectable message dolls that combine blind-box excitement with hidden messages celebrating kindness and connection, which add emotional appeal for collectors.
sales@oneforfun.com oneforfun.com
One for Fun is the exclusive distributor for Maisto and Bburago, renowned for their highly detailed F1 models.
Motorsport fans of all ages will be excited by the latest F1 releases, including exclusive 1:24 scale model kits. Among the highlights is a stunning 1:43 scale die-cast model of the McLaren MCL38 in Senna livery, driven by Lando Norris.
Also at Toymaster are the impressive new 1:64 scale models featuring some of the sport’s most popular teams and drivers. Bburago remains the only brand offering models officially approved by individual F1 teams.
Tobar is going Taba crazy this year. This super sensory squishy trend has taken social media by storm. Soft, pliable, slow rising squishies with a Tobar twist – the range includes grey koala Taba squishies, a Sticky Squishy Highland cow, Sticky Tic Tac Toast and a Scrunchems sticky squishy puzzle cube. One for Fun have a proven track record in creating the perfect impulse craze
One for Fun will be offering an additional 7.5 per cent discount on M&B lines only, on top of the agreed members account discount, for orders despatched by 15 June.
are no exception. The new Mystery Taba Squishies offer that surprise blind bag
For ASMR fans there’s the Scrunchems Bingsu Bead ball, full of textured beads and that soothing ASMR sound. The Sugar Sensory Ball combines a wonderful gradient design with tactile fun. Ducks are trending too with the Duck Squish Ball.
K-pop continues to captivate young audiences, and HGL’s new surprise bags are packed with 10 must-have fan favourites, including stickers and a wristband. And for the growing kidult market, HGL introduces Fidgix, a premium collection of metal fidgets perfect for desks or pockets.
01903 885669
uk@smart.be
smarttoysandgames.co.uk
Smart Toys and Games is returning to the Toymaster May Show with a focus on reconnecting with retail partners and presenting a broad portfolio across preschool, construction, puzzles and outdoor play. The company will highlight both bestselling lines and new launches aimed at a wide range of age groups.
In preschool, SmartMax leads with My First Animals Around the World, designed to support early learning through safe, hands-on magnetic play. In role-play, WOW Toys introduces four new products: Gigi’s Royal Carriage, Royal Family Set, Taxi Theo and Finn Farm Friends, continuing its emphasis on durable, battery-free toys.
SmartGames will launch Peek-A-Zoo and showcase Hansel & Gretel, a Hero Toy Award winner at Toy Fair. Outdoor play is another key focus, with Hape presenting its Nature Fun range, including Pocket Swing, Nature Detective Set and Hide & Seek Periscope.
Puzzle fans can expect new IQ titles, IQ Quub and IQ Flow, alongside the Recent Toys range of mechanical challenges. A football-themed selection, including Foooty and Smartivity Mini Football, taps into interest around the 2026 tournament.
RC Jumbo Inflatables was a global hit when Bladez Toyz first created and introduced the brand more than a decade ago. This year it returns with new licences spanning preschool to kidult, with further innovation planned for 2027. CEO Iain Morgan tells us more
RC Jumbo Inflatables are making a comeback later this year, more than a decade since you first introduced them. Remind us what the product is and what makes it unique.
Yes, it’s been just over 10 years since we first launched the RC Jumbo
Inflatables, and they were an instant hit around the world. What really gives them the wow factor is the ability to create vehicles or characters that simply would not be possible to make in hard plastic. The inflatable body allows us to create much larger scale products and brings characters to life in the radiocontrolled category.
What also makes them so appealing is that when they’re not in use, they become a great feature for a kid’s bedroom or living room due to their size. Another bonus of using the inflatable material for the body is that they can easily be packed away after the fun ends for the day.
Why is now the right time to bring the brand back to market?
Now is right time to bring back the RC Jumbo Inflatables as we have signed a
“For retailers, the RC Jumbo Inflatables are completely unique and unlike anything else on the market
Iain Morgan, CEO, Bladez Toyz “
number of new licences for the category, spanning everything from preschool favourites right the way through to retro kidult properties.
On top of that, the current RC market is lacking real innovation, so we see a great opportunity to shake things up and bring the category back into life with this exciting new range!
When can we expect the first product to hit shelves, and what is the first product wave comprised of?
We aim to have the first stock ready to ship in July this year, in time for a Q4 launch in stores. The initial wave of products will be focused on the Minions movie franchise, the global gaming phenomenon of Skifidol Italian Brainrot, and the much-loved preschool classic Peppa Pig.
We have many more licensed launches planned for 2027 but feel this is a strong launch range to kick things off as it covers three key segments in the toy market and offers something for everyone.
How are you supporting the range in terms of advertising, marketing and retail resources?
Marketing will be a big focus for the range; although we found during our
last sales period of the RC Jumbo Inflatables that they really sell themselves – especially if customers see one blown up and driving around in store! That said, we will work closely with retailers to develop bespoke marketing plans and deliver exciting in-store activation for those supporting the range.
The range was a true global hit the first time round – just how successful was it?
Last time round we saw sales double year on year with the introduction of new versions and licences. Most UK retailers listed one or more of the items, but we saw a real global expansion of Bladez during this period. The success of the range set the foundations for us to set up our US based company, Bladez Toyz Inc, and secure listings across all major US retailers at the time.
The Minions RC Inflatable range was one of the most sought-after last time round as the characters are such natural fit for the product. We expect to see similar success with the new range to support the Minions & Monsters movie release later this year and, as with before, many of our licensing agreements are global so we expect this to be a worldwide hit once again.
What’s new for this re-introduction – whether that’s features, visual identity, or something else entirely?
We want to keep the products simple, fun and easy to use as that’s really the core appealespecially with the jumbo size and the ability to drive your favourite character or vehicle around your home. However, we will be introducing some new features for the kidult retro market, along with some very different materials for the inflatable body, with these innovations planned for release in 2027.
This is a category Bladez created and owns. How does that strengthen the brand in terms of working with licensors and offering uniqueness for retailers?
As the creators of the category, licensors know we have a proven track record of innovation and great execution. It also represents
The success of the range set the foundations for us to set up our US based
make it more straightforward to get a deal agreed.
For retailers, the RC Jumbo Inflatables are completely unique and unlike anything else on the market. On top of that, we now have a proven sales track record showing how well they performed in store and online, meaning that retailers can buy with confidence.
And finally, what can you tell us about your plans for 2027?
I can’t share all the details here but please do get in touch with myself or the Bladez Toyz team to learn more. What I can say is that our in-house team are already working on several new licences and there are conversations ongoing with other new licensors!
The 2027 range will include much loved characters from movie franchises, hit preschool shows and more, so you definitely don’t want to miss out!
Plush toys combine nostalgia, timeless appeal, and huge licensing potential. It’s a category that never goes out of fashion and meets a very human desire for comfort and companionship. We spoke to Zara
Hynes, Senior Brand Manager at
For many children, a plush toy is their first plaything, offering comfort as they grow and navigate their new world. As such, it’s the first gifting choice for friends and family, a timeless toy wrapped in nostalgia, and memories of security and early connection.
“It’s often a child’s first companion – a toy that offers reassurance, familiarity and comfort at every stage of early life,” says Zara Hynes, Senior Brand Manager at Rainbow Designs. “That emotional bond is incredibly powerful and long-lasting.
“Unlike more trend-led categories, plush doesn’t really go out of style, it quietly remains constant because it taps into something very human: the need for softness, security and storytelling.”
But as with many of the toy categories
driving growth in today’s market, the plush category bridges the gap between generations, sitting at the intersection between timeless play patterns, pop-culture, collectability and nostalgia. From nostalgic, licensed lines aimed at the kidult market, to traditional cuddly toys for young kids, plush has enormously broad appeal.
“Plush is one of the most naturally cross-generational categories there is,” says Zara explains. “We see it every day with characters like Paddington, Peter Rabbit, Winnie the Pooh and the Mr. Men and Little Miss ranges – brands that are just as loved by today’s children as they are by parents and grandparents who grew up with them.
“That really shapes how we think about both product development and storytelling. We are careful to stay true to the heart of each character, while ensuring the plush feels relevant, beautifully made and giftable for today’s consumer. Plush isn’t just about play, it’s about moments that are passed not only between generations, but also between friends and individuals.”
This means consumers demand quality, safety and, to
Rainbow Designs to learn more
a growing degree, sustainability from their plush purchases. The products need to feel special: “soft to the touch, beautifully finished, and made to last through years of love and play,” says Zara.
Unlike more trend-led categories, plush doesn’t really go out of style
Zara Hynes, Senior Brand Manager, Rainbow Designs “
“Sustainability is becoming an expected standard, but how genuinely and holistically it is embedded still differentiates brands. For Rainbow, sustainability is not a bolt-on; our sustainability targets are rooted in our Rainbow Cares programme, and our overarching goal is to progressively integrate sustainability into every decision we make across product design, sourcing, operations and culture.”
The plush category was an early proving ground for the power of licensed toys, and cuddly characters tied to IP remains a key driver of sales and shelf appeal.
“The best plush products often come from stories and characters that already mean something to people, so a strong licence gives us that immediate emotional connection to build on,” says Zara. “We also look for longevity in partnerships that can grow and remain relevant over time, which is why many of our adored characters, such as Paddington, Peter Rabbit, and Winnie the Pooh, have been with us for many years. Characters like these are simply made for plush, as they naturally carry personality, softness and charm in their design.”
CHARLIE BEARS
01566 777092
uk-sales@charliebears.com www.charliebears.co.uk
Cuddle Cubs by Charlie Bears are pocketsized and pocket-money priced, offering an accessible price point that encourages impulse purchases without compromising on quality or charm.
Crafted by Charlie Bears, the renowned UK bear brand celebrated for its “bears with personalities” and handmade teddy bear artistry, Cuddle Cubs benefit from the same commitment to quality design and beautiful finishing touches. Cuddle Cubs by Charlie Bears are suitable from birth and fully machine washable. This makes them a practical choice for parents of younger children and an easy “yes” purchase for grandparents.
The breadth of the range is another compelling advantage. From familiar farmyard favourites to safari animals and beloved pets, there’s a character to capture every child’s imagination.
For those drawn to the magical and mythical, the collection also features dragons and even a mini Loch Ness Monster. The latest release – a delightful array of prehistoric pals – taps into children’s enduring fascination with dinosaurs, keeping the range fresh and trend-aware
For retailers, this variety encourages repeat visits and collectability, while offering strong visual impact on the shelf. Bright, characterful displays naturally attract attention, drawing families in and creating those all-important impulse moments. Their smaller size makes them easy to merchandise across multiple areas in-store, from dedicated gift sections to counter-top displays near tills, maximising add-on sales opportunities.
GALT, PART OF THE JUMBO GROUP
0161 428 9111
salesuk@jumboplay.com
Brought to you by Funtasy Family, from Jumbo, The Kiss-Meez plush collection is an interactive special feature range designed to spark imagination, affection and endless fun. Meet the Kiss-Meez, the cutest interactive toys that love to send kisses back! Available in three adorable characters – Hamster, Owl and Hedgehog, each Kiss-Meez is ticklish, affectionate and full of personality. Give them a cuddle, a gentle pet or a kiss, and they respond with giggles, sweet sounds and loving reactions.
With 30-plus sounds and interactive responses, Kiss-Meez bring nurturing play to life. They kiss back when kissed, react when fed with their toy food, and enjoy having their soft, fluffy hair gently combed. Every interaction encourages children to care, nurture and connect, supporting emotional development through imaginative play.
Inside each Kiss-Meez box are one Kiss-Meez interactive plush character, one food accessory and a hair comb. There are many reasons to love Kizz-Meez: they are nurturing and fun, encouraging care and affectionate play, and support emotional development through empathy and bonding. Kiss-Meez also promote imaginative play, bringing fantasy characters to life through interaction – and with three to collect, the brand encourages encouraging gifting, repeat purchase and strong shelf impact for retailers.
Perfect for little hands... and big hearts, KissMeez turn everyday playtime into moments filled with love, laughter and fantasy.
“Where’s my marm san
g sandwich outh to hear ingt ta
Bring to mo Paddin here’s rmalade ndwich?”
0161 633 9800
sales@charactergroup.plc.uk character-online.com
Characters’ plush toy offering goes from strength to strength, with fantastic new toys, including ranges inspired by Peppa Pig and Talking Tom & Friends.
Not to be missed is the Peppa Pig Peek-A-Boo Peppa feature plush toy. The universal game gets a modern face lift at a time where Peek A Boo Teddy Bear content is going viral on social media. As the music plays, this eight-inch plush Peppa will lift her blanket up and down to play peek-a-boo. Children will enjoy listening to music with Peppa and hearing her utter familiar phrases.
Following the recent Peppa Pig announcement about George’s hearing, Character has launched a new feature plush toy: Peppa Pig Talking George. This adorable, super-soft toy presents George with his new hearing aid and even captures George’s first words. Press George’s tummy and hear him say one of seven phrases from the show. The open box, tryme packaging invites little fans to test him out on the shelf, bringing the on-screen stories to life.
The well-established Talking Tom brand is to join the Character portfolio this summer, too. The preschool property has a huge UK fanbase, with more than 250 million mobile game downloads in the UK, and the new show Talking Tom Heroes: Suddenly Super recently launched on Cbeebies. The collection will draw on everything that families love most about the content, with toys that deliver show-to-shelf appeal. There will be Talking Tom Talk Back Plush Toys, as well as classic 8-inch Plush Toys.
01462 446040 | info@thepuppetcompany.com trade.thepuppetcompany.com
There’s more to discover than ever before from The Puppet Company as it continues to expand its product offering, including a number of new plush launches through sister company Wilberry Toys.
The latest arrivals include the New Natural History Museum – Small Dinosaur Plush. In stock now, these are wonderful miniature versions of the established, iconic and award-nominated Natural History Museum Dinosaur Plush Collection, developed by The Puppet Company in partnership with the world-renowned Natural History Museum.
As with all The Puppet Company and Wilberry products, all the dinosaurs are designed to be as accessible as possible and all are available in singles, making it easy to mix and match across the collection.
The adorable new Wilberry Jungle Friends are a cuddly group of super-soft plush toys that look as good on display as when they are being played with. Ideal for baby and toddler gifting, and featuring a monkey, lion, hippo, elephant and giraffe, the Jungle Friends all perfectly complement each other, making it easy to create instant displays.
The best-selling Wilberry Minis collection continues to grow in both size and popularity, with new arrivals, including some of the most popular dogs and cats and the sweetest red panda. The new lineup now offers animal lovers a Border Terrier, Cat (Tuxedo), Cat (White), German Shepherd, Labrador (Brown), Red Panda, Schnauzer and Springer Spaniel.
0800 102 6885 | uksales@justplayproducts.com | justplayproducts.com
From Stitch to furReal, all the way through to Sesame Street and Disney Junior Mickey Mouse, there’s plenty of plush fun to be discovered in the Just Play portfolio.
FurReal saw huge success with AW25’s launches and with the ground-breaking innovation coming to the range later this year, the momentum will significantly ramp-up with a roar-some addition for 2026 that is yet to be revealed.
The new furReal Snuggles the Smiling Sloth however is something to shout about now and is due for imminent release. If you smile at this adorable, interactive sloth, she’ll smile right back at you! Wrap her arms around you and carry Snuggles wherever you go. Kiss her to see her react, feed her the juice pouch when she’s hungry, and play with her by hanging her upside down! This little cutie has over 50 sounds and reactions.
Following last year’s smash hit Disney Lilo & Stitch movie, Just Play continues to delight fans with a new addition to its Disney Stitch master toy collection. It joins exisiting family favourites Many Moods Stitch and Ultimate Stitch!
Just Play is a one-stop-shop for licensed plush, with something for preschoolers, too. For generations, Sesame Street has brought learning, laughter and life lessons to children worldwide. And as Just Play’s beloved Tickle Me Elmo marks its 30th birthday, the firm will soon reveal its biggest, wiggliest, happiest Tickle Me yet.
Disney Jr. Mickey Mouse Clubhouse+ has relaunched as the top Mickey Mouse series of all time. Fans can bring the on-screen fun into the playroom with the Mickey Mouse Oh Toodles Plushie holding his bright Toodles computer.
RAINBOW DESIGNS
01329 227300 | sales@rainbowdesigns.co.uk | rainbowdesigns.co.uk
There are cuddly characters galore at Rainbow Designs. The home of classic licensed plush offers an extensive collection of high-quality soft toys, bringing together muchloved brands such as Paddington Bear, Bing, Peter Rabbit, Winnie the Pooh, Wizarding World, and Mr. Men Little Miss. New additions for 2026 include Care Bears Baby, Disney Dumbo and the international viral sensation, Pembe the Pink Cat.
Arriving this summer is the adorable Pembe the Pink Cat collectable plush range with strong appeal for tweens and young adults. Designed to celebrate joy, kindness and selfexpression, the collection features six 15cm soft toys and six plush keychains, each paired with a positive affirmation such as ‘Be You’, ‘I Miss U’ and ‘Hug!’. Two super-soft 23cm cuddly Pembe plush toys complete the range.
Rainbow’s best-selling Paddington collections remain a cherished choice across generations. From Paddington for Baby and The Adventures of Paddington ranges to the ever-popular Classic Paddington collection, there is something for everyone. From the huggable Cuddly Paddington to the beautifully detailed Traditional Collector Paddington and the Classic Paddington with Boots and Suitcase, these timeless plush toys continue to deliver comfort, charm and enduring appeal.
Arriving this summer is the adorable Pembe the Pink Cat collectable plush range with strong appeal for tweens and young adults “ ”
The colourful world of Mr. Men Little Miss has captured hearts for generations with its distinctive characters and personalities. Rainbow’s vibrant plush range includes large, huggable cushions, collectible soft toys and plush keychains featuring favourites such as Mr. Tickle, Mr. Happy, Little Miss Sunshine and Little Miss Princess. Perfect for gifting, this playful collection brings smiles to all ages.
A new addition for 2026 is the irresistibly cute Cutydoos range. These super-soft cuddlies, complete with sparkly glittery eyes, are designed to appeal to children, tweens and young adults alike. The collection includes eight adorable animals to collect: Koala, Bear, Panda, Fox, Husky, Rabbit, Cat and Dog, available as both soft toys and plush keychains. There is something undeniably special about reconnecting with heritage characters, and none more so than Peter Rabbit. Rainbow’s Once Upon A Time and Signature nursery collections feature Peter Rabbit and Flopsy Bunny across a
range of infant essentials, including My First soft toys, comforters and developmental activity toys. To celebrate the 160th anniversary of Beatrix Potter, a Special Edition Peter Rabbit Commemorative Soft Toy will launch this summer, presented in a beautifully illustrated keepsake box. Rainbow’s infant plush offering continues with three charming Winnie the Pooh collections. The best-selling Hundred Acre Wood and Always and Forever ranges are joined this year by the Winnie the Pooh 100 collection, celebrating the 100th anniversary of the beloved bear. Highlights include an infant plush gift set and a commemorative Winnie the Pooh soft toy, complete with a special anniversary tag.
A further exciting arrival is the new Care Bears Baby collection. Rooted in the timeless values of love, kindness and friendship, the range introduces baby-soft versions of Cheer Bear, Funshine Bear and Bedtime Bear to a new generation. The collection spans infant toys such as ring rattles, comforters and My First Care Bear soft toys.
is the Disney Dumbo infant collection, inspired by the gentle, big-hearted elephant. Created from tactile, babysafe plush, the range includes a ring rattle, comforter and a huggable My First Dumbo soft toy, complete with oversized floppy ears and a star-shaped teether.
Bodhi (6) and Mum, Carly
Carly told us: “Bodhi has loved Bluey since he was tiny and we have in the past played card games with him. We played some of the easier games and what child doesn’t like Snap? So, that’s what we started with.”
We asked Bodhi what he especially liked with the playing cards? He said: “I really like playing with Mum and we have played lots of different games. I’ve also learnt a magic trick with them. My favourite game was Go Boom and Patience.”
Carly responded: “I’m glad he said that as it’s easy to underestimate our children’s ability to play more complex games (Patience) which for his age, that card game is. Although he couldn’t work out all the possible outcomes, he was able to learn the mechanics of how to play and developed some tactics through playing.” She added: “Bodhi absolutely loved learning a magic trick which I hadn’t done before with him. I think it’s a fun way to boost his selfconfidence, develop social skills, and foster his creativity.”
This month our Toy Tester duo, Bodhi and Loxley with Mums, Carly and Eve had fun playing card games with the Cartamundi licensed Bluey Deck of Playing cards. Each card features playful designs of Bluey, Bingo, Bandit and Chilli in custom character artwork.
Loxley (6) and Mum, Eve
“The Bluey cards were an instant hit – especially during a lively game of Snap! Eve said, adding: “The cards are bright, colourful, and feature all the familiar characters which Loxley recognised straight away. This really helped keep him engaged.
“Snap was a perfect game to test the cards out. Loxley picked up the rules quickly and loved the fast pace – especially the excitement of shouting “Snap!” when he spotted a match. It’s a great way to build quick reactions and concentration while still feeling like pure fun, and I can see him using a deck of cards more now than he has in the past.”
We asked Loxley what he liked most about the Bluey playing cards: “I like that you can flip them easily in your hand and they bounce back (the cards are made with an air cushion finish for durability). Bingo as the King of Hearts is my favourite card and I want to play more games with them.”
Mum Carly concluded: “I like that Bodhi can play on his own and come up with imaginative games as well as learning some great card game favourites to keep him entertained. There’s so many to play once you start looking and I think we will be using these cards a lot more frequently than the old ones we have stashed in the toy cupboard.”
Mum Eve surmised: “It’s great to add more screen free time with these cards. Plus, they’re Bluey!! These will be coming out a lot more with Loxley’s friends both at home and on holiday. The cards are a great size for small hands and feel sturdy enough to handle plenty of enthusiastic play. He’s had great fun playing with them.”
Word of mouth remains the core driver of brand discovery for kids in a new report from The Insights Family , which digs into the impact of peer influence, social media and advertising
Peer influence continues to be the dominant force in brand discovery, becoming a significant driver of brand awareness. Within this landscape, advertising plays a different role. It’s more of a trigger for exploration, validation and conversation.
Discovery of new brands and content by kids in the UK is increasingly shaped by a combination of advertising, peer influence and active pathway exploration.
More than a third of kids (37 per cent) say they would research more information after seeing an advert (remains stable quarter-on-quarter, please note that respondents can select multiple options to this question, meaning behaviours can overlap). While 47 per cent of kids in the UK still say they would ask their parents to buy a product after seeing an advert, this sits with a growing
“
Peer influence remains the dominant factor in brand discovery, with 29 per cent of kids finding out about new brands through friends “
Top five effects of seeing a favourite ad
47% ask their parents to buy it
45% are interested in the brand/product
42% are aware of the brand/product
37% are likely to look for more information
29% are likely to talk about it
tendency to research before acting.
Peer influence remains the dominant factor in brand discovery, with 29 per cent of kids finding out about new brands through friends (up 10 per cent vs Q4 2025 and up 10 per cent vs Q2 2025). Wordof-mouth is now the primary discovery engine, meaning brands need to make their products easy to communicate between friends and family. Brands should ask: How easy are my products to share? Do I have shareable content or collaborative experiences that encourage peer-to-peer conversations? Successful brands will be those that make sharing feel natural, not forced.
Additionally, 29 per cent of kids say they would talk about an ad with others (remains stable quarter-on-quarter), reinforcing the role of advertising as a trigger for peer conversation rather than a standalone driver of action.
The discovery landscape in Q1 2026 reveals a market in which peer influence and online environments coexist rather than compete for dominance. TikTok’s role in discovery shows seasonal fluctuations (now at 20 per cent, down 17 per cent from Q4 2025, down 16 per cent from Q3 2025), revealing more volatility compared to YouTube.
YouTube itself remains a relatively stable discovery platform (22 per cent, ranking second in Q1 2026, Q3 2025, Q2 2025). In-game brand discovery amongst 3-18s has risen, with 14 per cent (up 9 per cent vs Q4 2025) of kids encountering brands while playing games, signalling growth for gaming-focused strategies.
Kids are increasingly taking time to explore brands, combining research (37 per cent), peer validation (29 per cent), and conversation (29 per cent) before acting. With parents and kids being part of this mix, brand marketing and communication need to be clear about product benefits and appropriateness. To succeed in this environment, brands must tailor content across social media, peer networks, and in-game touchpoints, ensuring they are not only visible, but also easy to explore and share.
This is an excerpt from TrendLens, The Insights Family’s quarterly intelligence report, built on the world’s largest continuous dataset on the kids and family economy. Published across 22 markets, each edition delivers a 90-day read on what’s moving, what it means, and what’s worth paying attention to. To subscribe and get access, visit: theinsightsfamily.com.
The Insights Family is the global leader in real-time market intelligence on the Family Economy. The company owns the world’s largest continuous, independent dataset on kids and parents, empowering brands, agencies, and IP owners to capture the attention of family audiences and drive measurable commercial impact through data-led decision-making. Visit www.theinsightsfamily.com for more information.
Crazes once sank or swam based on playground hype, but social media has changed how and where new toy trends are discovered and shared. We caught up with retailers and suppliers to learn what’s hot and how they’re fanning the flames of fandom
Nothing gets shoppers through doors quicker than a craze. The current hot ticket items are blind box collectibles and sensory toys, appealing both to kids and kidult audiences, with attractive price points and social media trends fanning the flames.
Jane Hastings, owner of Toys, Toys, Toys and its viral TikTok shop, says the sensory toys craze is “huge right now”.
“It’s even bigger than the fidget spinner craze,” she says. “I’ve been working from 5am and not getting home until 10pm. At one point, we did 12,000 orders in a single week - and would have done more if we hadn’t sold out!
“NeeDoh is exploding right now. Bigjigs Toys and NeeDoh have played a blinder by staggering the 2026 releases, meaning demand for NeeDoh will continue all year. And Squishmallows’ Gelli Gels, and Gui Gui Minis, through distributor Wind Designs, are flying.”
One for Fun, which has been behind some of the biggest toy crazes past and present, is seeing success with a host of themes and categories.
“We like to pride ourselves on our track record with crazes and for us at the moment K-pop is massive,” says David Mordecai, CEO, One for Fun. “Incorporating friendship bracelets with a theme, and anything foodie, squishy, and sensory, too. Using blind bags within ranges adds to their appeal.”
David says the category is driven by keen pricing, keeping interest high through newness, and the fact that
“Today the playground and social media are no longer separate channels; they work together
Alf Blohm, Head of Sales, UK, Craze Toys
”“everyone wants to be in on the latest thing whatever our age”.
For the aptly named Craze Toys, the hottest ranges are Galupy, Nunos Lil’ Monsters, Minis Kawaii, Bounzz and Inkee surprise bath bombs.
“What links them all is a very clear formula: collectability, surprise reveal, strong visual identity, affordable entry price and real repeat-purchase mechanics,” says Alf Blohm, Head of Sales, UK, Craze Toys. “That is exactly where the market is moving, too.”
Alf says the winning formula for a craze line is accessible price point, an instantly understood play pattern, and social shareability.
“If the product is too expensive, too complicated or too hard to explain in one sentence, it will struggle to become a true craze item,” he says. “In our space, sub-£10 impulseled collectability with a strong reveal mechanic is still incredibly powerful. Kids and parents both need to understand the value immediately.”
Wanting to be the first to be in on the next big thing has always driven toy crazes, but the way kids are discovering trends has shifted. There’s little logic in what strikes a chord online, as evident in memes like Italian Brainrot, Skibidi Toilet, and even the recent ‘six-seven’ phenomenon. Baffling parents never goes out of style, it seems.
But where once a new craze would live or die based solely on playground buzz, short-form video and social media virality
play a vital role in igniting the spark.
“The playground still matters – a lot,” says Alf. “That is where toys get validated in the real world. But today the playground and social media are no longer separate channels; they work together.
“Platforms like TikTok and YouTube accelerate toy crazes because they reward exactly the things craze products do best: quick visual impact, reveal moments, collecting journeys, reactions and ‘one more to find’ storytelling. Our approach is to build around content hooks that feel native to those platforms – unboxing, chaser hunts, side-by-side collections, sensory moments, shortform demo content and retailer tagging. The key is not to force marketing into social; it is to design the product story so it naturally earns attention there.”
David agrees: “It’s about wherever kids congregate. Recent research says that children don’t play outside at school as much as they used to. Social media is massive, not just in introducing new themes but in showing the play value.”
One for Fun’s research team are increasingly looking to global social trends to identify where the next toy craze might spring from, and how the product development teams can strike while the iron is hot.
“We investigate how we can translate these themes into our product development,” David says. “For us, it’s about speed to market to tap into the latest trend and make it trend for us.”
ONE FOR FUN
sales@oneforfun.com | oneforfun.com
When it comes to mega selling toy crazes, One for Fun has a proven track record in spotting the next big thing before anyone else –and 2026 is no exception. From viral social media sensations to must-have sensory toys, the new ranges from HGL and Tobar are set to dominate playgrounds, shop counters and collectors’ lists across the UK.
K-Pop remains a powerful force with young fans, and HGL’s new surprise bags are packed with ten must-have fan favourites, including stickers and a wristband.
K-Pop themed concert bracelets are already proving a massive hit, supported by a bold FSDU designed to attract attention in-store.
For the growing kidult market, HGL introduces Fidgix, a premium range of metal fidgets ideal for desks, school bags or pockets. The collection features a spinning cube, spinning sphere, gear spinner and original wheel spinner — sleek, satisfying and built to last. Social media favourites continue to influence buying habits, and 3D printed dragons and key chains now join the range. There’s also an exciting expansion in slime and putty, including new additions to the MakeYour-Own Food menu.
The award-winning Pick n Pop Putty returns with fresh themes including capybara, axolotl and bear paws.
New collectible launches include blind bag capybaras, cats, Fluffy Buddies and Fluffy Freaks, alongside classic key chains for everyday add-on sales.
Tobar is embracing the viral Taba squishy trend for 2026. These soft, pliable, slow-rising squishies have become a social media sensation, and Tobar’s line up includes Grey Koala Taba Squishies, a Sticky Squishy Highland Cow, Sticky Tic Tac Toast and the Scrunchems Sticky Squishy Puzzle Cube. Mystery Taba Squishies add the excitement of blind bag collecting, with the added incentive of tracking down an ultra-rare glitter character.
is Mini Super Squishy Stickers — tiny tactile collectibles that double as stickers. Scrunchems continues to expand with sensory-led favourites including the Bingsu Bead Ball, Sugar Sensory Ball, Duck Squish Ball with floating mini resin duck, ASMR Square, ASMR Rainbow Unicorn and the ever-popular ASMR Squishball
New Sugar Scrunchems include glittery capybara, smooth axolotl, mini fruits and charming mini sugar dumplings, while the Scrunchems Surprise Box taps perfectly into the unboxing trend.
0161 633 9800 sales@charactergroup.plc.uk www.character-online.com
Character Options is a trendsetter in collectible crazes, with plenty of fun, creative ranges in the mix this year.
The future looks bright for Character, with LamaTamathe voice-activated fortune tellers. These tiny oracles have questionable psychic abilities and take zero accountability for their predications… but they’re about to make those small decisions in life that little bit easier. This collection of pocketsized gurus will aid in moments of decision paralysis. Can’t decide whether to have pizza for lunch? Ask LamaTama! Want to know whether you’re destined for fame? Ask LamaTama! No matter the ‘Yes’ or ‘No’ query, LamaTama will give you an answer. Inspired by trends from across youth culture, digital behaviour and nostalgia cycles – including a Gen Alpha revival of retro formats like Magic 8 Ball – LamaTama is ideal for kids leaning into ‘magical thinking’ to help make choices.
Also not to be missed... are brand-new licensed collectibles from Caylus & Foltyn. Inspired by two of the hottest rising stars in the video game creator category, with over 18 million combined subscribers, the offering centres around the Gen Z slang concept Aura Farming putting out a vibe that makes something you want inevitable. Included in the range are the Mystery Aura Mini Figures and Mystery Aura Plush, each with differing levels of rarity, including the rarest Admin abuse characters.
The wonderfully squishy, sticky world of MushyKinz will see some exciting range expansions in the second half of the year! These additions build on the popularity of the blind-bag mystery mini MushyKinz Taba Squishies that have hooked kids with their soft, stretchy, oh-sosatisfying texture that’s perfect for fidgeting, sensory play, and silly squishy adventures. All new are the MushyKinz Pocket Palz Mystery Bag Charms. Inside each Blind Bag are five Micro MushyKinz in a soft zip pouch with an MK charm. Clip them to bags and backpacks for squishy, fidget fun on the go! Also coming soon to the range are MushyKinz Jelleez. Giving MushyKinz a totally new feel, Jelleez introduce a fresh sensory play experience.
CRAZE TOYS
07908 793246
alf.blohm@craze-group.com craze.toys
Craze Toys is a market leader for craze inspired brands in German speaking regions, and is excited to be launching some of its most popular must-have collectibles into the UK market to see how they capture imaginations and drive repeat purchase.
One of the major highlights in Craze’s catalogue is Galupy, its own IP brand and Germany’s number one horse collectible, which has seen millions of figures sold since its launch in 2018. Galupy’s unicorn figures are high quality, detailed flocked characters and feature fabric wings and Swarovski crystals to make them even more desirable to young collectors. Packaged in a blind foil bag format at an affordable price, Galupy offers retailers a fantastic opportunity to tap into the growing horse trend and Craze will be releasing an initial series of 18 Rainbow Unicorns in partnership with DKB Distribution as it aims to replicate the European success.
Another brand designed for the craze space being unveiled for 2026 is Craze’s Nunos Lil’ Monsters. A hot plush trend item of unique key chain and bag charm, a series of seven characters will be launching soon in surprise milkshake carton style
boxes. Each cute monster comes with two fashion accessories so children can dress their adorable friend and give them more personality. To boost sell-through and introduce a lower price point, there will also be 12 Nunos Tiny Monsters keychains to collect in blind bag packaging to keep the craze building. Continuing the miniature collectible theme, Craze is also launching Minis Kawaii this summer, a series of tiny food inspired figures hidden inside can shaped containers with 20 exclusive items for new fans to hunt.
JUST PLAY
0800 102 6885 | uksales@justplayproducts.com justplayproducts.com
Just Play continues to deliver collectibles crazes aplenty – not least the exciting, new, trend-led brand, Happy Haul!
Happy Haul launched this spring and is off to a brilliant start with support from both retail and consumers. Blending pop-culture favourites with trend-forward design, each drop features plush, clip-ons, figures, and more — delivering surprise, delight, and must-find moments of happiness.
And there’s more fun to come from the range this July, with many new ranges to collect, featuring fresh licenses and characters. Retro fun is assured as Happy Haul continues to tap into nostalgic and pop culture favourites, with upcoming additions set to feature classic brands that will expand the range of collectible formats, bringing fresh energy to the line while continuing to deliver the surprise and delight fans expect from each new drop.
Collectors can find more ways to display their fandoms with Happy Haul’s figure assortments. Packed in mystery boxes fan-favourite franchises such as Peanuts, Harry Potter, and Disney Stitch. As with each new drop, Happy Haul continues to invite everyone to chase the launch, find their favourites, and experience that yippee-worthy thrill of collecting something they love.
will also be the bright and colourful Craze Bounzz The soft, plush bouncing balls combine the fun of collecting with exercise and emotional appeal. Characters include a bee, capybara and dinosaur as well as a variety of mythical creatures and fruits. The Bounzz balls come in an interactive FSDU display solution to catch the eye of customers in-store.
01392 281927 tomy.com
Tomy is expanding its collectible universe with cult-favourite collectible brand Momiji. Known for its cute but clever collectible message dolls, Momiji blends the dopamine rush of blind-box excitement with meaningful hidden messages that celebrate friendship, kindness, and connection.
The spring 26 launch introduces two new collections, Magical Meadow and Out of This World, featuring Blind Box Message Dolls, Blind Box Plushies, and Large Character Plush. Inside each blind box collectible is a collector card and an embroidered sticker of the character’s favourite sidekick, while blind box plush editions include a card and sticker of their matching bestie.
The three-inch vinyl Momiji Message Dolls holds a hidden fortune and a space to write your own message or wish, with eight unique characters to collect,
Ensuring ever y playtime essential is Retail Ready for little hands.
Our full suite of Retail Ready ser vices includes:
Relabelling
Barcode and price labelling
RFID tagging & verification
Kitting and gift-set builds
Metal detection
Quality control inspections
PAT Testing and Retail/marketplace compliance
Consumers’ growing preference for fast, convenient, one-stop-shopping is accelerating a trend of expansion across the toys and games market. Stuart Greenfield from Advanced Supply Chain (ASC) looks at why this is placing pre-retail logistics in the spotlight.
The Entertainer delivered growth of more than 20% in 2025, a year when it also announced its biggest ever range refresh, introducing 200 new products. The Independent toy retailer has also significantly increased its dropship range to over 4,000 lines.
Last Christmas saw expansive product ranges at Smyths Toys, while Argos unveiled brand new toys and games launches. Meanwhile, the ongoing revival of Toys ‘R’ Us continues to be defined by a wider assortment of SKUs, as well as the opening of new stores.
Increasing the size of product ranges is helping retailers to better compete with the variety of marketplaces, which appeals to evolving shopping habits. However, expanding the choice and availability of SKUs, whether through dropshipping or centralised fulfilment models – or both - can risk bottlenecks and errors, as well as causing issues with stock availability and speed to market. As a result, retailers and their suppliers are looking to fine-tune pre-retail logistics to improve efficiencies and streamline processes.
Pre-retail logistics is a crucial part of supply chains, where products are prepared for sale. The biggest challenges during this stage typically involve deliveries, quality and labelling. Too often, products fail to reach retailers on time, in the correct quantities or in the right condition and format.
Non-compliant orders create f rustration throughout supply chains, as goods are unnecessarily moved about to fix issues. This increases the risk of delays, out-ofstock situations, missed sales opportunities, customer dissatisfaction and avoidable vehicle movements and supply chain mileage.
Overcoming pre-retail problems requires greater automation, digitalisation and connectivity. This often starts with something as fundamental as labelling. When ASC is brought in to review supply chains, we often find there’s still a huge reliance on manual processes. Paper-based stock logs and hand-written labels are still common in warehouses and distribution centres, mainly because operatives move about so much.
Digitalising and automating labelling speeds up workflows and removes errors caused by illegible handwriting. With the right technology, labels can be printed on demand, with templates configured to match each retailer ’s specifications. This ensures all the required information is correctly displayed on-pack, boosting compliance and eliminating issues caused by non-compliant orders.
Automated labelling also creates a strong foundation for better connectivity and data accuracy across a supply chain. In ASC fulfilment centres, for example, mobile, touchscreen kiosks connect directly to a web-based supply chain management system. As soon as data is entered and labels are printed, information is shared in real time to support enhanced carton tracking and stock inventory visibility.
Increased connectivity allows deliveries to be consolidated, reducing vehicle movements, cutting supply chain mileage and minimising the risk of delays. Ultimately, these steps help ensure orders reach retailers in the right format, first time. Products arrive in a ‘retail ready’ condition, enabling faster time to market and reducing packaging waste. Strengthening pre-retail processes helps create the ability to move a higher volume and variety of goods efficiently and effectively reducing packaging waste. Strengthening pre-retail processes helps create the ability to move a higher volume and variety of goods efficiently and effectively. find out more about optimising pre-retail logistics to get products ‘Retail Ready’ og retail lo g pre-re misin t optim about more
out m log -re p im ut o e a t nd
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 YuYus
Company: Simba Smoby
Phone: 01274 765030
Email: sales@simbasmoby.com
Product: dnup
Company: Asmodee
Phone: 01420 593593
Email: info@asmodee.co.uk
Web: asmodee.co.uk
Product: Tony Hawk Signature
Series 180 Wingspan Complete 8”
Company: Shiner
Phone: 0117 20 20 120
Email: sales@shiner.co.uk
Web: shiner.co.uk
Product: National Geographic Gigantic
Gemstone Dig Kit
Company: Blue Marble
Phone: +1 541 708 6739
Email: sales@thinkbluemarble.com
Web: thinkbluemarble.com
Product: Crayola Neon Company: Hunter Price International
Phone: 01616 531306
Email: home@hunterprice.co.uk
Web: hunterprice.co.uk
There is no greater judge than a kid or parent and with every Toy Tester article we publish, it gives the retailer a real insight into your product and just how good it is.
It’s highly visual and really impacts around your branded campaigns.
We are now taking bookings for 2026, and if you would like to look at booking one in, or for more information on how we can maximise your products in this way, do get in touch.
These are more than just a toy, they’re a powerful tool for learning. I can really see these supporting my kid’s development - Commotion
It’s really sturdy and bright. Lola loves it – MV Group
My youngest girl Sadie has enjoyed cuddling with him while watching TV, which is always a sign of a good toy – Just Play
The cover artwork on the box and because of the film’s popularity, are what makes it immediately intriguing - Asmodee
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
EditorialRhys Thomas rhys@lemapublishing.co.uk 07902 396 525
AdvertisingClaire Naish claire@tnpmedia.co.uk 01442 289 937 / 07730 362 338
