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ber 2 Novem o.2 N Vol. 45
An awardwinning main course for your roleplay range.
Helping everyone sell more
19th-21st JANUARY 2027 AT OLYMPIA, LONDON Pre-register for your FREE visitor badge at toyfair.co.uk Meet over 200 exhibitors in one place
Establish new partnerships and strengthen relationships
See brand new product launches and trends for 2027
Get access to unique on-site retail offers
Meet Jazwares, Rainbow Designs, Flair, Plus-Plus, IGLOO, Peers Hardy, Buddy and Barney Ltd, and many more! Please note Toy Fair is unfortunately not open to the public. For more information on exhibition and sponsorship opportunities please email majen@btha.co.uk For PR enquiries please email toyfair@retailpr.co
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toyfair.co.uk @ToyFairUK
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Editor’s Letter
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What’s New
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2026
(LEMVQER 2EPGSPQ 3EMWL QEPGSPQ%PIQETYFPMWLMRK GS YO
Chairman 2EREKMRK )MVIGXSV Malcolm Naish
2EVO 3EMWL malcolm@lemapublishing.co.uk QEVO%PIQETYFPMWLMRK GS YO
Managing Director 2IHME EPIW 2EREKIV Mark Naish
(PEMVI 3EMWL mark@lemapublishing.co.uk GPEMVIREMWL%PIQETYFPMWLMRK GS YO 01442 289953
*HMXSV Sales Director
8MQ 2YVVE] Claire Naish XMQ%PIQETYFPMWLMRK GS YO claire@tnpmedia.co.uk 01442 289937
&WWMWXERX *HMXSV 3ESQM 2EG0E] Editor
RESQM%PIQETYFPMWLMRK GS YO Rhys Thomas rhys@lemapublishing.co.uk 07902 396525 7IXEMP *HMXSV (PEVI 8YVRIV GPEVI%PIQETYFPMWLMRK GS YO Section Editor Clare Turner clare@lemapublishing.co.uk 5VSHYGXMSR )MVIGXSV 01442 289941 5EYP 3EMWL TEYP%PIQETYFPMWLMRK GS YO
Contributing Editor Rachel Redhead (MVGYPEXMSR 2EREKIV 7SFIVX 8LSQEW VSFIVX%PIQETYFPMWLMRK GS YO
Production Director Paul Naish paul@lemapublishing.co.uk 01442 289933
8LI QSRXL MR RYQFIVW with Rhys Thomas E WRETWLSX SJ XLI MRHYWXV] MR ǻ KYVIW
LS[ 3I[W The latest product you need to get your XLI PEXIWX SR 8S] +EMV TMIP[EVIRQIWWI ERH '1* hands on 3I[W 8 News XLI PEXIWX JVSQ XLI MRHYWXV] The latest from the industry 7IXEMP 3I[W 22 Trade Talk XLI PEXIWX JVSQ XLI VIXEMP PERHWGETI Toy industry leaders discuss hot topics 5ISTPI 3I[W 38 Shop Talk XLI PEXIWX QSZIVW ERH WLEOIVW MR XLI MRHYWXV] Insight from independent retailers Don’t 2IHME RI[W 51 Miss JVSQ 8: SRPMRI ERH QSVI Must-stock items for retail
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Special Report
Cover 8EPOMRK 7IXEMP 17 Story VIXEMPIVW EVSYRH XLI GSYRXV] XEPO (LVMWXQEW with Bigjigs Toys
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Spotlight: 8VEHI 8EPO Toy Fair 2027 18 WYTTPMIVW HMWGYWW XLI XS] FYWMRIWW PERHWGETI Majen Immink, Head of Operations and Sales at the BTHA, ;LEXƶW 3I[ on Toy Fair 2027 40
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In focus: Proud Penguin
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8å°ƋƚųåŸ The toy company reimagining animal figures
TVSHYGXW XS FVMRK MR GYWXSQIVW EJXIV (LVMWXQEW Show Reviews 50 Licensing Europe 2026 Brand 7MHI SRW We report back from the London licensing FMOIW WGSSXIVW ERH QSVI highlight /MKWE[ TY^^PIW TMIGMRK XSKIXLIV [LEXƶW LSX MR XLI GEXIKSV]
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Features ŞåÎĜ°ĬƉ~åŞŅųƋƉ 26 Q1 ranges 44
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fun and good for the planet Good 7IXEMP .RXIVZMI[ 7SF ;IWX XEPOW EFSYX XLI KVS[XL SJ LMW XLVII WXSVI Spotlight: Fashion and Beauty +MVIWXSVQ ,EQIW STIVEXMSR What’s in vogue
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Smyths Toys Superstores
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Sinead Byrne, European Marketing Director, Columns ŅĬƚĵĹĜŸƋŸƉƉ talks Christmas, trends, and what to watch
11 The Toy Association in 4TMRMSR 2027 8R5 ERH 1IQE W 2EVO 3EMWL YTHEXIW SR XLI -]ZI The US toy organisation 14 Treasures Toys marks its sixth annual Toy ERH (SRRIGX HIFEGPI p48 Karen Westmoreland, owner of Treasures Safety Awareness Month Toys, .RHMI STMRMSR on her journey from customer to owner 42 Bira 2EKKMI 8MFFIRLEQ SR [LEX LEW FIIR ER 20 Hamleys CEO Andrew Goodacre YRTVIHMGXEFPI ]IEV We sit down with Karen Dennett, Senior on tackling organised Buyer (SRWYQIV STMRMSR at Hamleys of London, in the Regent retail crime 8LI .RWMKLXW +EQMP]ƶW 3MGO 7MGLEVHWSR SR Street Christmas grotto 47 The Insights Family TVIWGLSSPIVWƶ MRǼ YIRGI What keeps kids 7IXEMP STMRMSR interested in toys as they 0MHW .RHYWXVMIW JSYRHIV ,EV] 5STI grow older? XEPOW PMGIRWIH TVSHYGX
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The home of stocking fillers Hundreds of traditional toys, nostalgic novelties and quirky treats now in stock and ready to dispatch.
No minimum order. Free delivery available.
rexlondontrade.com
Rhys Thomas
Editor’s
letter At the heart of retail Also by Lema Publishing
TableWare INTERNATIONAL
TableWare INTERNATIONAL
AWARDS OF EXCELLENCE
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ith only about 50 days left until exhibitors, they may have differing objectives but the Christmas, all the major retailers event offers a unique opportunity to meet with their have now revealed their picks for the existing customers as well as showcasing their new hottest toys this festive season. This month, we product ranges to prospective new partners. caught up with some of the teams behind the “The industry continues to evolve at an impressive lists to learn more about their selections and what pace and we know from speaking to our members, goes into the decision-making process. Smyths there is tremendous value in demonstrating products, Toys Superstore’s European Marketing Director, having meaningful conversations and building Sinead Byrne, told us that what’s on the box and partnerships in person.” in cinemas – or more likely on phones and tablets We also learnt that big change is coming in the Toy – is still hugely influential when it comes to the toy Retailer of the Year Awards, which takes place each aisle. “We’re expecting children’s wish lists to be year at the Hilton London Olympia after the first day of shaped first and foremost by what Toy Fair. Or at least, it used to. Next year they’re watching,” she said. You the awards will be moved to a swanky Big change can read our full interview with new venue, Juno at Olympia, which has is coming the Toy Sinead on page 13. direct access from the Toy Fair show Retailer of the We also had the chance to floor and is about twice as big as the visit Hamleys on Regent Street hotel across the train tracks. Year Awards to speak with Senior Buyer And that’s not the only change. The Karen Dennett in the now iconic Festive 15 grotto. awards have been entirely overhauled. There will be Hamleys was among the last retailers to announce completely new categories, plus a new judging panel, its list, but Karen told us: “I’ve already started including members of the Toys n Playthings team, on our Christmas list for next year. Even before chaired by the brilliant Phil Ratcliffe. January and the Toy Fairs rolls around, I’m sitting The aim is to be more immediate, more reflective of at previews in September and October thinking, what’s actually happening in retail. The awards have for ‘Would this be in our top 15?’.” many years recognised excellence for independents, We got into whether squishies can still be called national chains, department stores and online retailers, a trend, or if they’re an evergreen at this point, and but there was little room to shine the spotlight on how the kidult market now factors into the store’s the moments, campaigns and, most importantly, family ranging, over on page 20. people who drove those successes and who pushed Elsewhere this month, we took a glance beyond innovation forward over the past 12 months. Q4 and into Toy Fair season. Those with stands to Condensed to five categories, plus a couple of organise for Olympia in January will already have special recognition awards, the new format will give been thinking about Toy Fair months ago. But with retailers of all shapes, sizes, channels and ambition the visitor registration now open, we spoke with the chance to take part – and places greater emphasis on BTHA’s Majen Immink to learn what to expect from who and what is pushing retail forward, not just which next year’s show, and why the event continues to multiple edged ahead by a hair’s width that year. be such a vital meeting point for the trade. We look forward to seeing how these new awards “Toy Fair remains the UK’s largest dedicated take shape and encourage retailers to get involved. toy, game and hobby trade exhibition, bringing Nominations are open until 27 November over on the together the industry under one roof at a critical BTHA’s website: btha.co.uk. point in the buying calendar,” she told us. “For
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WHAT’S N WH Suit up for
Doomsday CARTAMUNDI
scott.garnerbundy-higgs@cartamundi.com cartamundi.com
Cartamundi is introducing two officially licensed Bicycle Playing Card decks inspired by the next major chapter of the Marvel Cinematic Universe, Avengers: Doomsday. The collection features the Avengers: Doomsday Bicycle Playing Cards alongside a highly collectible Gambit Bicycle deck. The Avengers: Doomsday Bicycle deck celebrates the film’s epic scale and blockbuster storytelling, offering retailers a timely licensed product tied to one of the entertainment industry’s most anticipated releases. Inspired by the playing cards wielded by Gambit on screen, the Gambit Bicycle deck showcases striking artwork and a premium silver foil finish that captures the character’s iconic card-based style. The product launch comes ahead of the anticipated release of Avengers: Doomsday, which will bring together a multiverse of heroes and iconic characters. Among the starstudded cast is Channing Tatum, reprising his role as Gambit from Deadpool & Wolverine. Building on the excitement surrounding the character’s return, Cartamundi has worked closely with Marvel to create a premium collectible inspired by the character’s signature playing cards. The Bicycle deck
celebrates the style and flair associated with Gambit, offering fans and collectors a unique licensed product inspired by one of the character’s most recognizable elements. Both decks are expected to appeal to Marvel fans, collectors, specialty retailers, and the growing market for premium licensed collectibles.
Get active with HUNTR/X MV SPORTS
01217488000 | sales@mvsports.com | www.mvsports.com Combining the high-energy world of K-pop with action-packed demon-hunting adventure, KPop Demon Hunters has captured the imagination of fans with its distinctive characters, music and unmistakable visual style. Now, MV Sports is bringing that energy off screen through its core Takedown range, a colourful domestic collection designed to get young fans moving. Leading the Takedown collection are two statement bikes that place the unmistakable KPop Demon Hunters look at the heart of every adventure. The 14” Bike is an ideal choice for developing riders, featuring a durable steel frame, removable stabilisers and adjustable saddle and handlebar heights to support children as their confidence grows. A printed chainguard, crash pad and striking coordinated details complete the design, while front and rear calliper brakes provide reliable stopping power. For children ready to level up, the 16” Bike delivers the same bold Takedown styling in a larger size. Its steel frame, pneumatic tyres and deep tread offer a smooth and stable ride, complemented by an adjustable saddle and handlebars, soft-touch grips and responsive front and rear brakes. Eye-catching wheel discs, a printed chainguard and statement graphics ensure fans can take centre stage wherever they ride.
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NEW Roar-some!
DIFFERENT TOYS
07826 844824 | sabrina@differenttoys.co.u
k | differenttoys.co.uk
Pop of colour SOUTH BEACH BUBBLES christina.aikman@mookie.co.uk / jamesd@intertoy.uk.com southbeachbubbles.com Make bubble time more colourful with PoppinColorz Color Bubbles 2-Pack! Watch vibrant pink and blue bubbles float through the air, then magically disappear without leaving stains behind. Featuring an innovative, stain-free colour bubble formula, this exciting set brings a whole new twist to traditional bubble play. Each pack includes two one-oz bubble tubes in Pink Pizzaz and Blazin’ Blue, complete with bubble wands and USA-formulated bubble solution. Perfect for birthday party favours, stocking fillers, holiday gifts, playdates, and outdoor adventures, PoppinColorz delivers colourful excitement without the worry of messy stains. And don’t miss The Unspillables Pop Star Bubbles. Designed like a colourful microphone, this adorable bubble bottle turns everyday play into a pop star performance. Kids can sing, dance, run, and blow bubbles without the worry of messy spills.
NOVEMBER 2026
The Safari collection is proving popular with customers thanks to the lovingly detailed and child-frien dly animal motif decorations in a modern colour scheme. New toys to highlight going into the autumn are the Pull Along Tiger, 3D Animal Noises Puzzle and Magnetic Maze with mag netic pen and 28 balls in various colours for sorting and matc hing. There are also a variety of games for child ren aged 12 months and over which help strengthen concentra tion, patience and cognitive and fine motor skills, such as the Hammering Bench and the interactive Push Toy game with animal sounds where the pop up mechanism provides surpr ise and fun for little explorers. The Hopping Animals Shap es Game with cute animals that bounce about when push ed also helps test reaction speed and develops hand-eye co-o rdination. The Safari range also includes a classic wind up music box with removable magnetic tiger and elephant figure s that plays the melody Twinkle Twinkle Little Star.
Moulding the future of play
PBK PARTNERSHIPS
07368 444609 | lottie@pbkpartnerships.com | playstilin.com Unlike traditional play doughs, Playstilin combines artistic free-play, logical construction, and different sensory experiences to offer a play solution like no other on the arts and crafts market. PBK Partnerships is the exclusive UK agent and launched the range at Autumn Fair 2026. Playstilin is the evolution of play dough, offering a distinct retail advantage with eight unique sensory textures. From the feather-light fluffiness of Wooly to the water-friendly, buoyant Floaty (a dough that actually floats in water), the collection turns traditional modeling clay into a multifaceted haptic adventure. Playstilin is 100 per cent vegan, allergen-free, and manufactured to the highest European safety standards alongside leading German and Swiss partners. What elevates Playstilin from a standard craft supply to a must-have educational toy is the Playstilin Connect! system. This ingenious concept merges the freeform creativity of play dough with the structural logic of building blocks. By pressing the dough onto special carrier tiles, children can engineer floating catamarans, rolling moon vehicles, and towering structures. It’s an intuitive STEM toy that brilliantly exercises both sides of the brain.
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NEWS Remembering
Peter Ireland Peter William Berthet Ireland, who cofounded Bigjigs Toys with his wife Liz in 1985, has died aged 81. He passed 4 October, 2026. Sam Ireland, his son and Operations Director for the familyrun business, said: “Dad was one of a kind. Hard-working, kind, thoughtful and generous with his time to all who met him.” Born in 1945 in Khartoum, Sudan, Peter was schooled in England and went on to have a varied career in shopkeeping, sales and teaching before toys found him. Bigjigs Toys was born in 1985 from a garden shed in Kent after Peter took to creating wooden toys as a hobby for enthusiastic friends and family. Early puzzles were handmade, cut from floorboards, and painted and packed in that shed, before being sold at Covent Garden market. Together with wife Liz, the couple decided to leave teaching and run the business full time. Peter's guiding belief was simple: toys should make children happy, and the best ones help them learn at the same time. His years in the classroom gave him a lasting interest in child development, and that thinking shaped Bigjigs from its first floorboard puzzle. Learning through play remains central to the company's design work in Folkestone. It is the clearest part of the legacy he leaves to the business. Above all, Peter loved his family. He was always on hand to help, advise, run errands or lend support in any way he could, and his seemingly endless network of friends meant there was always someone he could call to get a job done. Bigjigs has been family run from day one. Sons Sam and Tom joined the business after finishing their education, and even grandchildren Edith and Arthur have helped design and test toys. Peter passed his love of sport on to his sons and grandchildren, and he was a constant presence on the sidelines at every match. Peter is survived by his wife Liz, his sons Sam and Tom, and his grandchildren Edith and Arthur. He is remembered across the industry as kind, thoughtful and generous, a man who never lost sight of why he started: to make children happy. A funeral service was held on 4 November at Barham Crematorium, followed by a celebration of Peter's life at Keppels Bar, Folkestone.
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All change at Mattel Mattel has restructured swaths of its international leadership team following the departure of CEO Ynon Kreiz in late September. Kreiz, who helmed the toy company since April 2018, left to join Skydance, the combined company formed by the $110bn merger between Paramount and Warner Bros. Discovery. The landmark deal was hailed as a “transformational moment” for the media industry by Chairman and CEO David Ellison. Kreiz will run Skydance as co-CEO alongside Ellison, overseeing the company's dayto-day operations and integration of the combined businesses. “It has been a privilege to lead Mattel, with a global team dedicated to its mission and purpose, and I am proud of all we have achieved together,” Kreiz said. “Mattel is in a position of strength, with a world-class brand portfolio, product offering, and global capabilities. “ Mattel board member and Independent Lead Director Roger Lynch has replaced Kreiz as Chairman and Chief Executive Officer. He joins from Condé Nast, where he served as CEO since 2019. Mattel also brought a new channel-led commercial structure across its Core Europe division in October. The model reforms Mattel’s Core Europe Commercial organisation around five key channels: Toy Specialists, eCommerce,
Grocery and Mass, Value, and Growth. Smyth Toys will also receive dedicated commercial leadership within the Toy Specialists channel due to its scale. In the UK Richard Skelton has been appointed as Country Lead and will also serve as Commercial Lead for Smyths. Fernando Marco has been appointed Commercial Lead for the Toy Specialists channel; Tania Peres Karmann has been appointed as Commercial Lead for the Value channel; Tanja Ohnesorge has been appointed as Commercial Lead for the eCommerce channel; and Joel Sidney has been appointed as Commercial Lead for the Growth channel. Apostolis Karampatzakis, appointed in April as SVP and Head of Core Europe, said: “This new structure enables us to develop more targeted plans, execute our strategy faster and scale successful approaches across markets, helping us better serve our customers as the retail landscape continues to evolve."
Golden launch for The Entertainer KPop Demon Hunters fans were spotted queuing from 8am on Monday 26 October as The Entertainer’s brand-new KPop Demon Hunters immersive shopping experience opened at Birmingham’s Bullring. Created in partnership with Netflix, the retailer says the launch marks a “major milestone” in its strategy to become a destination for both shopping and entertainment. The shop-in-shop will run for a minimum of six months, combining the latest KPop Demon Hunters merchandise with an immersive, entertainment-led shopping activation. At the heart of the 1,331 sq ft instore space is an interactive stage inviting fans to step into the spotlight and engage in multiple photo opportunities. A dedicated retail area will showcase The Entertainer's full KPop Demon Hunters range, including dolls, figures, toys and accessories, along with scooters and a brand-new range of broader licensed homeware lines. Craig Inglis, The Entertainer’s newly appointed Group Chief Customer Officer, said: “This is a landmark partnership for The Entertainer and a hugely exciting step forward in how we're thinking about the future of our stores. To be working with Netflix on a retail-first concept of this scale is a real milestone for the business... As consumers seek interactive, experiential shopping experiences, we are evolving our stores to be more than just somewhere to shop."
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LA Previews 2027 dated The Toy Association has confirmed 2027 dates for the LA Spring Preview Week and announced dates for the LA Fall Preview Market Weeks in El Segundo, California. The LA Spring Preview Market Week will take place May 17-21, 2027, followed by the LA Fall Preview Market Weeks from September 13-24, 2027. Together, the events will allow buyers and sellers to forge new relationships, advance strategic priorities, identify opportunities for future growth, and discover the latest toys, trends, and innovations. Greg Ahearn, President and CEO of The Toy Association, said: “The Toy Association, in conjunction with the newly formed International Toy Board, want to build on the incredible momentum of the 2026 LA Fall Preview Market Weeks as we look ahead to an even bigger and more impactful 2027 — a year that will evolve and strengthen the LA preview experience to deliver even more opportunities for companies to succeed.” Companies looking for a year-round presence in the heart of LA’s toy hub are invited to establish their ultimate showroom at The Toy Association’s Toy Building, located at 101 Continental Blvd. in El Segundo. The Toy Building’s original four floors are now almost completely filled with permanent tenants. Due to this high demand, The Toy Association is in the process of adding two additional floors — an additional 50,000 square feet — to the space. “The September 2026 LA Fall Preview Market Weeks delivered an exceptional experience for the industry, surpassing even our most optimistic expectations,” added Kimberly Carcone, EVP of Global Experiences at The Toy Association.
Hello Kitty comes to Lego The Lego Group and Sanrio Co., Ltd. have unveiled a new partnership that will bring the characters and universe of Hello Kitty and Friends to fans for the first time in Lego brick form from next year. Lena Dixen, SVP Global Product Groups at the Lego Group, said: “We’re thrilled to reveal this partnership with Sanrio and introduce the Hello Kitty and Friends characters and universe to fans in Lego play sets for the very first time. “Hello Kitty is an iconic character, an instantly recognizable, global lifestyle phenomenon that has inspired happiness across generations, and her universal appeal pairs perfectly with the imaginative power and limitless possibilities of Lego play, we hope to create memorable moments of unforgettable fun.” Wataru Nakatsuka, Senior Managing Director, Sanrio, added: “We’re delighted to partner with the Lego Group to reimagine our beloved characters through the joy of Lego play. This collaboration marks an exciting milestone for Sanrio as we continue to create meaningful moments for people around the world, guided by our vision of ‘One World, Connecting Smiles’."
NOVMEBER 2026
Hasbro’s ‘Magic’ continues in Q3 Hasbro saw revenue increase 15 per cent year-on-year in its third quarter, with Wizards of the Coast and Digital Gaming continuing to deliver record results, up a combined 31 per cent. Wizards’ performance was led by a consecutive record performance for Magic: The Gathering, up 34 per cent and topping $600m in quarterly revenue for the first time. It follows a strong Q2 for the TCG, when it broke the $500m mark for the first time. The company’s Consumer Products (up 4%) and Entertainment (up 9%) units also saw strong growth. Operating profit was $517 million and adjusted operating profit was $541 million, a whopping 52 per cent increase on 2025 that the company said reflected topline momentum, favourable mix and cost productivity. Results include approximately $55 million of tariff refunds. Chris Cocks, Hasbro Chief Executive Officer, said: “We delivered a fourth consecutive quarter of double-digit revenue growth, and Magic: The Gathering topped $600 million in quarterly revenue for the first time. Our asset-light licensing model lets great partners extend our brands while we focus on what we do best. With a Magic
lineup that keeps building, we expect a strong finish to 2026 and continued growth in 2027.” Gina Goetter, Hasbro Chief Financial Officer and Chief Operating Officer, said: “Given this momentum, we are raising our 2026 outlook and doubling our share repurchase target for the year, balancing investment in the business with returning cash to shareholders.” For the full year, Hasbro now expects revenue growth of 7-9 per cent in constant currency (previously forecast as 5-7% in constant currency), with adjusted operating margin of 27-28%, (previously 25-26%).
Disney Store launches
first UK outlet Disney Store is expanding its UK physical retail presence with the opening of its first UK Outlet store at McArthurGlen Designer Outlet Cheshire Oaks this autumn. The new Disney Store Pop Up will offer a mix of new and seasonal fullprice products alongside discounted merchandise, multibuy promotions and special offers, giving guests greater choice across a wider range of price points. Located in Unit 170 at Cheshire Oaks, and spanning 1,300sq ft, the store will offer a broad range of official toys and merchandise, including products inspired by Disney, Pixar, Marvel and Star Wars. Patrick Sager, VP, Global Disney Store Retail & Marketing, said: “Outlet stores have been a successful part of
our retail business around the world for several years. As the UK retail landscape and customer shopping habits continue to evolve, we’re excited to open our first UK Outlet store at Cheshire Oaks. “The Disney Store Pop Up will allow us to reach more Guests and offer a wider range of price points, helping more guests bring home a little Disney wonder,” he added. “By bringing together new and seasonal products, discounted merchandise and special offers, the store will provide families and fans with another way to shop official Disney merchandise in person, complementing our existing retail portfolio and online offering.” Further information about the precise opening date will be announced soon.
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NEWS Schleich names new CEO Schleich has announced the promotion of long-time company executive David Albert to Chief Executive Officer, effective 1 January, 2027. David has been with the company for 12 years across a variety of leadership positions. He currently serves as President North America, and previously led Schleich’s global ecommerce business, driving the development of Amazon, direct-to-consumer, and other digital channels. “It is a tremendous honour to be appointed CEO of Schleich,” he said. “Having spent the last 12 years with this remarkable company, I have had the privilege of working alongside passionate colleagues, trusted partners, and dedicated customers around the world. Schleich has built an iconic brand that inspires children’s imagination and storytelling every day. I look forward to leading the company into its next phase of growth and building on the strong foundations established over many years.” Dr. Detlev Mohr, Chairman of the Advisory Board, said David “has demonstrated exceptional leadership, commercial acumen, and a deep understanding of our brand, culture, and customers”. He said the appointment will “lead Schleich into its next chapter”. David takes over from Dr. Manfred Ziegler, who is credited with successfully steering the company through a complex transformation, achieving financial and operational stabilisation.
Moose welcomes
Robbie Prinzo Moose Toys has appointed Robbie Prinzo to the newly created role of Senior Vice President, Consumer Products. He will lead Moose’s new Consumer Products division, based out of the company’s US operation in El Segundo, California, reporting to Chief Brand Officer Joe Lawandus. “Robbie brings extensive consumer products experience, strong industry relationships and a proven track record of building successful global licensing programs,” said Joe. “With Robbie’s leadership, we see tremendous opportunity to build Moose brands and take them into new categories.” Robbie brings more than 20 years of consumer products, licensing and brand-building experience to Moose. Most recently, he served as Head of Global Licensing for Cloudco Entertainment, where he led merchandise, LBE and promotions for brands including Care Bears. Previously he held senior licensing roles at Hasbro and Nickelodeon Consumer Products. He said: “I’m energised by the opportunity to build on that and take our brands into new categories, products and experiences, giving fans more ways to enjoy the brands they love.”
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Jacqueline Taylor-Foo joins DNC UK Jacqueline Taylor-Foo has joined licensed
homeware business DNC UK Ltd as its new General Manager. She takes up the role with immediate effect, joining the senior leadership team to lead the day-to-day running of the business as it accelerates its growth strategy. The company designs and markets licensed housewares across a portfolio of owned brands, including Polar Gear, as well as leading entertainment and character licences. Speaking of her new appointment, Jacqueline
said: “The team at DNC-UK have built something really strong and I’m honoured to join them at this pivotal time. My focus will be on building on their solid foundation. We will grow and expand the portfolio, focussing on the consumer and trends within the categories, with the same care and craft that got us here.” DNC says the appointment reflects a deliberate investment in operational leadership, enabling founder and Managing Director Andrew O’Neill to focus on the company’s longer-term strategic priorities. “We are delighted that she has joined and have her on board,” he said.
Karen takes the chair at Teal Group Teal Group, the parent company of The Entertainer, has announced the appointment of Karen Hubbard as Group Chair, effective 1 January, 2027. Andrew Murphy OBE, Group CEO, Teal Group Holdings, said: “Following a period of significant change and excellent progress against our strategic priorities, now is the right time to introduce the Group’s first externally recruited Chair. “As Chair, Karen will provide valuable independent oversight and challenge while helping to ensure the Group Board operates effectively and remains closely aligned with the priorities of our Ownership Trust,” he added. “I’m very much looking forward to working with her as we enter the next phase of TEAL’s
development.” Karen brings significant retail and board experience to the role and currently serves as a NonExecutive Director of St Austell Brewery and Headlam Group Plc. At TEAL, she will lead the group board, provide independent oversight and challenge to the executive team, and provide the primary link between the Group Board and TEAL’s owner, The Ludus Trust. Karen said: “It’s an exciting time to be joining TEAL Group at such an important stage in its development. The move to employee ownership has marked a new chapter for the business, and there is a clear sense of momentum as well as ambition and purpose in the business’s plans for the future.
“As Chair, I look forward to providing the executive team with support and constructive challenge, working with the Group Board to maintain effective governance and to helping maintain a close relationship between the business and the Ownership Trust. “TEAL has a strong portfolio of brands, a highly experienced team and plenty of opportunity ahead of it. I’m looking forward to getting to know the business and its people over the coming months and helping the Group build on the excellent progress already made.”
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Insight The Toy Association
Prioritising safe play in an evolving world This November is the US Toy Association’s sixth annual Toy Safety Awareness Month. Jennifer Lynch, the Association’s Senior Manager, Creative Communications, explores the importance of the annual campaign and how the organisation works year-round to ensure playtime remains safe for families across the globe From new technologies to fast-moving social trends, the way children play continues to evolve, as does the importance of ensuring safe play. The Toy Association works with industry, government, and safety experts to address emerging issues, strengthen toy safety, and help families make informed choices about the products they bring into their homes throughout the year. This work takes centre stage this November during The Toy Association’s sixth annual Toy Safety Awareness Month, an industry-wide campaign that provides practical safety information for parents and caregivers during the busy holiday shopping season. One issue receiving particular attention this year is the global popularity of squishy toys. The Toy Association and the US Consumer Product Safety Commission, along with its international counterparts, have issued consumer warnings about counterfeit and knockoff squishy ‘toys’ sold by unscrupulous sellers. The Toy Association has responded with a proactive consumer education campaign to help families distinguish safe squishy toys sold by responsible brands from unsafe counterfeits, which may burst, tear, leak, and contain chemicals banned in children’s products. Families can review The Toy Association’s consumer guidance for safe squishy play and share these tips with others. Additionally, free safety resources available through The Toy Association’s PlaySafe.org website remind families to follow age grading and instructions, regularly inspect toys for damage, and ensure products are used as intended. These messages form part of a much broader commitment to consumer education. Throughout
NOVMEBER 2026
Toy Safety Awareness Month, The Association will share safety guidance through social media, influencer outreach, broadcast interviews, and other consumerfacing initiatives, and a toy safety PSA with Amazon featuring The Toy Association’s “Toy Safety Mom” and Senior Vice President of Standards and Regulatory Affairs, Joan Lawrence. Lawrence also recently joined an Amazon Live event focused on baby safety. Further bolstering this education is a robust US toy safety system. Toys sold in the US must comply with more than 100 stringent safety standards and tests, including mandatory compliance with ASTM F963, the comprehensive toy safety standard developed by ASTM International. The Toy Association works year-round to strengthen that foundation while monitoring how new products and technologies may introduce new considerations. Artificial intelligence (AI) is one such area. As AI becomes more sophisticated and finds new applications in play, The Toy Association is working proactively on several fronts. In addition to developing Safety Guidelines for AI-Enabled Toys, the Association The Association is engaging with lawmakers, advocacy groups, and other works with stakeholders as policies likeminded governing AI and children stakeholders to continue to take shape. The share expertise, Toy Association is advocating for thoughtful, study-based identify emerging approaches that prioritize issues, and support children’s safety while helping greater global policymakers and experts to better understand rapidly alignment of toy evolving technologies before safety standards imposing broad restrictions. While regulatory requirements Jennifer Lynch, Senior Manager, Creative differ from market to market, Communications, collaboration across borders The Toy Association remains equally essential. The Toy Association participates in international forums and standards-setting discussions, including engagement with ASTM
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International, the International Organization for Standardization (ISO TC 181), the European Committee for Standardization (CEN TC 52), and the International Consumer Product Health and Safety Organization (ICPHSO). Through these efforts, the Association works with likeminded stakeholders to share expertise, identify emerging issues, and support greater global alignment of toy safety standards. Play is universal, and the importance of safe play extends across borders. This November, The Toy Association invites the global play community to help amplify these critical messages with consumers and media during Toy Safety Awareness Month by sharing trusted safety guidance with consumers and media. Follow The Toy Association on Instagram and PlaySafe. org throughout November for shareable resources and campaign updates. Join the conversation using #ToySafetyAwarenessMonth and #PlaySafe. To learn more about participating in Toy Safety Awareness Month, contact Kristin Morency Goldman at kmorency@ toyassociation.org.
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NEWS Cobi announces ViQueens movie range
Asmodee a force at TCG Awards
Asmodee’s Star Wars: Unlimited trading card game won four awards during the inaugural TCG Awards at Spiel Essen, including the night’s top gong, Game of the Year. The brand also picked up Newcomer of the Year, Set of the Year for Star Wars: Unlimited – A Lawless Time, and Event of the Year for The Galactic Championships held in Las Vegas, Nevada. Jim Cartwright, Co-Head of Studio at Fantasy Flight Games, said: “Winning four awards at the TCG Awards is a fantastic moment for everyone working on Star Wars: Unlimited. First and foremost, I want to thank the players for their passion. They are at the heart of the game’s success and the reason why we can celebrate today. These awards also reflect the creativity and dedication of our teams at FFG as well as across all asmodee teams, and our partners. I’m grateful to everyone who has been with us from the beginning and as we continue growing.”
Kids India boosts buyers programme Kids India is making attendance for international buyers more attractive with an expanded suite of subsidised travel, perks, and networking opportunities for the 2027 edition of the show. Taking place 4-6 March 2027 at the Jio World Convention Centre in Mumbai, organiser Spielwarenmesse India Pvt. Ltd. will use the Hosted Buyers Programme to make it easier for retail professionals and managers to attend the trade fair, meet with exhibitors and network industry peers. Selected participants will benefit from a range of complimentary services, including two nights’ accommodation, transfers, lunch at the fair and fast-track entry. In addition, buyers will gain access to the dedicated Buyer Lounge and networking events. Tanu Ailawadi, Managing Director of Spielwarenmesse India Pvt. Ltd., said: “Through the Hosted Buyers Programme, we specifically foster dialogue between exhibitors and key market players, thereby laying the foundations for sustainable business relationships.”
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Cobi Toys is to launch a licensed toy range for the highly anticipated animated blockbuster ViQueens, due to sail into international cinemas this Boxing Day. ViQueens is a premium animated family adventure taking audiences on an epic journey from the world of the Vikings to China, combining laugh-out-loud humour, heartfelt emotion and spectacular action in a story designed to entertain audiences of all ages. Supporting the film's theatrical launch, Cobi will launch a licensed toy range featuring five unique products, alongside a specially designed ViQueens FDU to showcase the complete ViQueens construction range. Featuring bold movie artwork, vibrant branding and dedicated shelving for the full assortment, the display has been designed to maximise in-store visibility and create a strong retail presence. The unit aims to encourage product discovery, collectability and impulse purchases, giving retailers an engaging way to bring the world of ViQueens to life in-store.
Rubies says Hello to Sanrio
Colourful collab Plus-Plus has announced a new licensing collaboration with Crayola for a range of products that blends Crayola’s iconic colour expertise with the versatile building system of PlusPlus. The Plus-Plus x Crayola collection will launch globally S/S 2027, and includes three products: Crayon Tubes, featuring 100 Plus-Plus pieces and a Crayola crayon; a Creativity Case, combining 500 Plus-Plus pieces, baseplates and Crayola crayons; and Colourful Critters Blind Bags, offering seven colourful characters to build and collect. “Crayola and Plus-Plus are both brands that encourage children to express themselves through creativity and colour, so this collaboration felt like a very natural fit,” said Martin Pihl, CEO, Plus-Plus. “We wanted to create products that genuinely combine the strengths of both brands. The result is a collection that invites children to build, draw, imagine and create in new ways.” Rob Spindley, Licensing Director - International at Crayola, said the partnership “brings together the strengths of both brands".
Rubies has signed a licensing agreement with Sanrio to develop and distribute a major new range inspired by Hello Kitty and Friends. Launching in 2027, the collection will span costumes, accessories and toyetic playsets for children and adults, bringing some of Sanrio’s most recognisable characters into the dressup category across EMEA, Australia and New Zealand. The range will feature fan-favourites including Hello Kitty, My Melody, and Pompompurin, tapping into the multigenerational appeal of the Hello Kitty and Friends universe in readiness of the Hello Kitty movie launching 2028. Designed for both children and adults, the collection will create yearround retail opportunities spanning Halloween, Book Day, cosplay, gifting and 365 dress-up. “We’re delighted to partner with Sanrio,” said Keely Brenner, Licensing and Marketing Director, Rubies Masquerade. “This is exactly the kind of partnership we want to build at Rubies – working closely with world-class licensors, creating great product and finding new ways for fans to engage with the characters they love.” The first products will arrive at retail in 2027.
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RETAIL INTERVIEW
SMYTHS TOYS SUPERSTORES
A bright Christmas
at Smyths Toys Sinead Byrne, European Marketing Director at Smyths Toys Superstores, shares the brands, licences and products tipped for festive success – and the trends the retailer expects to drive sales in 2027 What toy categories and product types are performing particularly well for Smyths Toys Superstores at the moment? With UK toy industry sales up 12 per cent year to date, it's been a strong year, and entertainment-led toys have been a major driver. 2026 has been a standout year for movie-inspired play, from The Super Mario Galaxy Movie in April to Toy Story in June, Spider-Man: Brand New Day and the Paw Patrol Dino movie over the summer. Toy Story has really pulled at the heartstrings, with our exclusive Ultimate Woody and Buzz among our top performers. We're also seeing strong demand for football gear, fuelled by World Cup fever this summer. One of our growing customer segments is adult collectors and enthusiasts buying for themselves, particularly in Lego, Hot Wheels, blind boxes and our exclusive Monster High collaborations. Slime and sensory toys this year with squishies have seen a strong performance that’s not set to slow down!
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We're expecting children's wish lists to be shaped first and foremost by what they're watching
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With Christmas approaching, what trends are you expecting to influence children's wish lists this year? We're expecting children's wish lists to be shaped first and foremost by what they're watching. KPop Demon Hunters took everyone by surprise in 2025, with no toys licensed when the film landed on Netflix, so it's brilliant to now have the singing dolls and our exclusive Leaping Derpy Plush in store and online. Beyond screens, we're seeing
children gravitate towards interactive pets, because they love the caring, nurturing side of play. Creativity is still huge too, from mess-free art to slime, and kids want games they can play with family and friends that are as much fun to watch as they are to play. After the World Cup, football toys have also shot up wish lists, so we expect plenty of young fans asking for goals and training sets this Christmas. What are some of the key brands and products you expect to perform strongly over the Christmas period? Toy Story is going to be a big one. Ultimate Woody and Buzz are exclusive to us and have been among our top performers, with favourite phrases, sounds and realistic lip movement that make them come to life. KPop Demon Hunters should do well too, and the Leaping Derpy Plush, with its glow-in-the-dark eyes, is a great way for fans to take the film beyond the screen. Also, Pokémon is celebrating its 30th anniversary this year, so we're marking that with the Real FX Pikachu Puppetronic. For action, the Remote Control Titan Crawler Truck and the Beyblades Motorised Stadium are good for head-to-head play with friends. We're also seeing screenfree play make a comeback, with the Drawing Robot Set and the Gui Gui Salish Deluxe Haul expected to perform strongly. Family games always do well over the Christmas period, this year we expect Rump Race and Uno Show
'Em No Mercy Extreme to do well as they are perfect for game nights. For older children and collectors, there's the Lego Mercedes Truck, the Kick-About Interactive Training Game for football fans, and the new Double Dance Mat with Bluetooth, which is great for getting friends and siblings moving together. What are your priorities when it comes to future growth and development of new stores in the UK? If a site becomes available in a high-footfall location where we don't currently trade, we will certainly review the opportunity. In the meantime, we’re thrilled to have opened our High Wycombe store on 29 October. Looking ahead to 2027, what emerging trends or areas of play do you think will be important to watch? We predict the themes we're seeing now to carry into 2027. Kidults is an emerging trend, and adult collectors and enthusiasts are one of our growing customer segments, and with Lego reporting revenue up 21 per cent in its first half, driven by adult ranges like Star Wars, Harry Potter, Technic and Botanicals, we don't see that slowing. Entertainment will also keep driving demand, so we'll be watching film and TV releases closely, as KPop Demon Hunters showed how quickly a new phenomenon can emerge. And 2027 is shaping up to be an exciting year for cinema, featuring major franchise releases like Sonic the Hedgehog 4, Shrek 5, The Bluey Movie, and Frozen 3.
Mattel
NOVEMBER 2026
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RETAIL INTERVIEW TREASURES TOYS
member
From customer to owner Karen Westmoreland, owner of Treasures Toys in the West Yorkshire market town of Wetherby, tells Clare Turner how she balances fast-moving trends with established favourites, prepares for the Christmas rush, and makes the most of her shop’s space You took over Treasures Toys in May 2024, following the shop’s establishment in 2010. What was it about the business that made you want to take it on, and how have your first two years of trading been? Firstly, I live near Wetherby and used to shop at Treasures Toys, so I knew it well. I’d always wanted to have my own business, but never had the confidence to set one up from scratch. So buying a going concern seemed a really good opportunity. Wetherby is a lovely town that attracts lots of visitors as well as people from the area, plus we’re in a fantastic location on the High Street, close to one of the town’s main car parks. Founder Zhara Armstrong had built up a well-loved business and I’d already quit my category management job in the food industry, so I thought: why not? The first two years weren’t easy financially, as I had to work out what would sell and manage the overheads. I’ve gradually got to understand who is coming through the door a bit better and can now target the ranges more appropriately. I’m always open to trying new things, but the kidult market isn’t one that works for us. I’m definitely
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Everyone pretty much walks in and turns right to head to the squishy zone
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focused on the younger market, aside from Lego. One of the biggest compliments is how many gift vouchers I now sell, as the receivers can come in and choose something for themselves. Plus, it’s great to hear all the kids telling me how much they love the shop. What’s the point of a toy shop if it doesn’t have happy kids in it! What changes have you made, and which areas are you looking to develop further? The first change was zoning the shop into clear areas such as baby, preschool, soft toys, cars and so on, so we can easily direct customers to the right area when they’re looking for something. New signage and paint colours followed later. The biggest win has been introducing more pocket-money items that children can buy with their own money. There wasn’t a lot of self-purchase to begin with, but now kids spend ages wandering around deciding what to buy. Also, getting on-trend items such as Preston Playz, Mushykins, Caylus VS Foltyn and Topps Premier League trading cards has encouraged repeat purchases and
helped raise the shop’s profile. The main change this year was dedicating a corner of the shop specifically to squishies. Everyone pretty much walks in and turns right to head to the ‘squishy zone’. Another win is having some newness coming in every week. I obviously have ranges that are my evergreen products, including SmartMax, Bigjigs Toys, SmartGames, Tech Deck, Monster Jam, Top Model and many more. What works well is having something new dropping in each week, such as a squishy, a doll, or a craft kit - or even moving products around on a fixture so it ‘looks’ new. Preschool is one area I need to look at. Peppa Pig doesn’t necessarily justify its space any more (despite the new baby) so I need to work on reducing that down and introducing some more generic play items. Bluey, Paw Patrol and especially Spidey do still work, but I definitely need some more roleplay items. You joined Toymaster in July 2024, soon after taking over the store. How has membership influenced your buying and range planning, and which benefits or initiatives have been most valuable to your business?
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Top
Best Sellers*
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3D Printed Hexagon Fidget Spinner, Whitehouse Leisure & Muddleit Topps Premier League 2027 Trading Cards, Topps KPop Demon Hunters Figure Bag Clip, DKB Toys IQ Love, Smart Games LamaTama Series 2, Character Options
*excluding squishies and Pokémon Toymaster has opened up a lot of suppliers I probably would never have heard of before. It’s great to have a pot of choice that sits under one roof. The central invoicing system is also a massive benefit to me, as my accountant would tell you I’m not great at that admin side of things! The deals negotiated by Toymaster can be a benefit too, and I love the Toymaster catalogue for Christmas. I find it worth the investment in distribution, as I get customers coming in with it and, of course, the kids love it too! Toymaster has also given me the opportunity to connect with other members for advice, and to use the forum to ask questions and find out how other members are approaching different issues. The POS is also great, as the shop has some very big windows, so the displays add a good bit of theatre while promoting the ranges. I tend to keep a lot of the stand-up characters and use them throughout the year - even to block out sunlight in the summer!
has been a consistent bestseller since I took over the shop. Character Options has come out on top this year, with the Goo Jit Zu Mystery Surprise Eggs, LamaTama and MushyKinz performing particularly well for me. And I can’t forget Moose Toys, which I get through Wind Designs. Gui Gui has been phenomenal, along with Little Live Pets. CrunchLabs is now filling a gap for a fun STEM toy at the perfect price point for birthday presents, and I’m a massive fan of the brand’s founder, American YouTuber and former NASA engineer Mark Rober. What are your expectations for Q4, and which categories or brands do you expect to drive sales? I have high expectations, as sales have been significantly up throughout the year, even before the squishy trend. However, I worry about how I’m going to fit all the customers in my tiny shop if trading
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Toymaster has opened up a lot of suppliers I probably would never have heard of before. It’s great to have a pot of choice that sits under one roof
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continues at the same pace as the rest of the year and exceeds last year’s Q4 performance. It’s a bit like a bus stop. One minute no one is in, then the next 20 people have walked in and it’s chocca! I have some strong commitments for the much-wanted NeeDoh and Speks, with stock due over the next month. Clickeez Bubble Pops is another sought-after range. Lego will start to increase, along with Canal Toys and Barbie in the Nutcracker. Beyblade X has just gone wild over the last few weeks, so I expect to see a good Q4 for that too. And, like many others, I’ve seen Schleich become even more popular. I’m already seeing customers buying some higher-priced items. Normally my squishy area is filled with games, so I’m having to be quite selective about what I buy for games this year with less space available. I’ve found my customers are pretty mainstream when it comes to games, so I’m focusing on that type this year.
Which toy categories and suppliers are performing best for you? It goes without saying that squishies and Pokémon have been the strongest performers this year, but other ranges still sell well. I stock a large range of Buddy & Barney bath toys, silicone sticker books and craft items. I had a delivery this week, and a customer bought two Paint Your Own Light-up Dinosaurs just an hour after they’d been put on the shelf. The range looks cohesive and offers a good choice for self-purchase and gift buying. SmartGames is an evergreen brand for me - SmartMax for younger children and SmartGames as they get older. The SmartGames IQ Love range
NOVEMBER 2026
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RETAIL INTERVIEW TREASURES TOYS
back for those items rather than overcommit again. Stocking fillers under £10 are still key. I find Funtime Gifts great for those items, but I push up the price bracket at this time of year and stock some bigger items. £20 and under tends to work best, as customers are often looking for those extra gifts for under the tree rather than the ‘main’ present.
How have you approached festive buying and stock planning, and where have you increased or reduced your investment this year compared with last year? I have to be totally honest… I think I’m taking the slightly ‘winging it’ approach this year! I had far too much stock too early last year and it was a total nightmare. Plus, some ranges came too late and I was left holding a lot of expensive stock, so I’ve decided to hold out for now. The shop is very well stocked, with a big variety, so I’ll just be adding to what’s already on the shelves. The problem this year is that many things are on allocation, so I can’t rely on waiting for the ‘most-wanted’ item. I need to have good alternatives. I’ve already had Barbie in the Nutcracker, Canal Toys and various games come in and they’re already selling, so that will free up space to get something new in. I’ve learned not to repeat-buy on certain products. My biggest problem is that I see something new and go: I want it! So I’m trying to keep some budget
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Character Options has come out on top this year
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What are customers asking for most often at the moment, and are there any particular trends or products you expect to perform strongly this Christmas? Probably no surprise - it’s NeeDoh! If I had a pound for every time someone asked me if I had any, then I’d be a rich lady. Of course, Pokémon is another frequent request. I do get randomly asked for Micro Teenies SpongeBob, which I stock, but everyone wants the character that’s sold out. Clickeez Bubble Pops has performed really well for me over the summer, so I’ve ensured I have sufficient stock ordered for Christmas. The K-Pop Demon Hunters Rumi Golden Singing Doll sold out straight away. K-pop is an interesting one, as it’s taken so long for the official licensed products to appear. I was very wary about whether the products would still appeal, given how much demand there was for them last Christmas. So far, I’ve found interest is starting to pick up again, and the blind bag keyrings have been selling well all year. The one area I need to stock up on is RC options for the older ‘kids’. I have a plan for that though, through The Hobby Company. I think most Christmas stockings are
going to be filled with NeeDoh, Speks and fidget items. Digital creators such as Preston Playz, Mushykins, Caylus VS Foltyn have been major drivers of toy demand this year. Looking ahead to 2027, which emerging trends or product areas will you be watching closely? Obviously, I’m keeping a very close eye on the squishy trend, as I’m wondering whether it will suddenly squidge away. I think NeeDoh and Speks will still hold their place, and I’m making sure I have further stock coming through in 2027. I’ve also put the new ranges from Character Options on order, ready to drop for the post-Christmas sales period. I haven’t spotted anything that’s made me think ‘wow’ just yet, but I’m keeping my eyes out. I will get newness in for January, as so many kids come back in to spend their Christmas money. I don’t like to commit too far ahead unless it’s a great offering, and many suppliers are quick to deliver. Finally, what are the key priorities for Treasures Toys over the next 12 months? Buying at better margins needs to be key. Squishies have been very good for margins, and if they start to fizzle out, I need to make sure I’m getting some good prices on other stock. I’m not sure what 2027 is going to be about yet. I'll enjoy squishies for as long as they’re trending, but something new will crop up and the front of the store will have a new buzz about it. It’s scary but also exciting not knowing what’s coming next. I’ll keep doing what I’ve been doing and filling the shop with evergreen products, as well as something that’s new and fun.
What services or in-store experiences do you offer? Our year-round free gift wrapping is an absolute winner for the shop, as people often come in en route to a party and love walking away with the present sorted. We’ve already started wrapping in Christmas paper for those super-organised customers! Our customer loyalty scheme also definitely helps to bring customers back. I think more adults ask for our Treasures Express Train (a working toy train that travels around the shop on demand) than the kids. It’s a great distraction when the odd meltdown is happening. It’s also a bit of a love/hate relationship for me, as I just wish it didn’t make quite so much noise for my menopausal brain! 16
toysnplaythings.media
COVER STORY BIGJIGS TOYS
Serving up success The awards are stacking up for Bigjigs Toys’ new Pancake Set, applauded for its design, engaging role play and developmental benefits. Liz Ireland, founder and Managing Director, shares more about this latest addition to the company’s ever-popular pretend food collection
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For retailers, it is a characterful, easy-tomerchandise product with strong gifting potential and plenty of opportunities for year-round storytelling
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Roleplay remains a strong driver of growth across the toy sector. When children copy everyday kitchen rituals, they are doing far more than keeping themselves entertained: they are exploring the world around them and developing skills that parents genuinely value. Accompanying our cover this month, Bigjigs Toys is proud to spotlight a standout addition to our pretend food collection: our awardwinning Pancake Set. Having recently achieved both a Silver Eco Award (Imaginary category) from Right Start Awards 2026 and Gold for Roleplay at the Independent Toy Awards, this set is already making an impression with trade customers. For retailers, it brings together engaging play, clear developmental benefits and thoughtful design, offering a product that is simple to understand, easy to display and appealing to both children and gift-buyers. Designed for children aged 18 months and up, our Pancake Set is a 16-piece wooden play set packed with interactive detail. It includes three play pancakes, a child-friendly frying pan, a spatula and a selection of delicious toppings and sauces, including sliced bananas, strawberries, blueberries,
Liz Ireland, founder and Managing Director of Bigjigs Toys
A sustainable choice Sustainability is an important part of the product story. The Pancake Set is crafted from sustainably sourced wood, offering a sturdy, long-lasting alternative to single-use plastic toys. Child-safe paints and lacquers provide a smooth, premium finish while meeting rigorous safety standards. In keeping with Bigjigs’ wider environmental commitment, the set also comes in zero-plastic packaging, using recycled materials and natural soy inks to help reduce its environmental impact.
NOVEMBER 2026
lemon wedges and chocolate spread. Children can flip, stack and serve their own pancake creations, just like the grown-ups they see at home. From tossing pancakes in the pan to carefully arranging toppings, every element encourages openended storytelling and social interaction. Whether added to a play kitchen or enjoyed on its own, the set turns familiar pretend play into an engaging learning experience. Behind every pretend pancake is plenty of real learning. Roleplay toys can play an important part in early childhood development, and our Pancake Set supports several key areas. Grasping the spatula, balancing wooden toppings and flipping pancakes help develop hand-eye coordination and pincer grip strength, skills that support early writing and independent feeding. Sorting fruit, counting toppings and sharing pancake stacks can introduce early maths concepts while also encouraging vocabulary, spatial awareness and simple problem-solving. Preparing and serving pretend food also gives toddlers opportunities to practise empathy, turn-taking and confidence as they host meals for parents, siblings or friends. For retailers, these benefits make it easier to communicate the product’s value to parents looking for enriching, screenfree play. From a trade perspective, the Pancake Set also offers strong shelf appeal. Its bright, tactile pieces and cheerful design naturally attract attention, making it well suited to interactive displays. Placing an open demo set at child height gives young shoppers the chance to touch, flip and stack the pieces, creating an immediate hands-on experience. It works equally well as an impulse purchase, birthday present or year-round gift. Its award-winning status provides an additional point of difference, while the theme pairs naturally with wider play kitchen and wooden food collections,
including our Breakfast in Bed Tray and Dippy Egg. These complementary products create simple cross-selling opportunities and can encourage customers to build a more complete play kitchen. Visual merchandising can further bring the product to life. Dedicated roleplay areas pairing the Pancake Set with tea sets, play aprons or kitchen units can help shoppers picture the finished playroom. Seasonal opportunities are another natural fit, from Pancake Day and weekend brunch themes to Christmas and birthday gift guides. In-store window displays can give the set a starring role, while online retailers can use short videos to show children flipping pancakes, arranging toppings and serving their creations. These demonstrations communicate the tactile quality and play value in a way that static product photography cannot always capture. It also gives retailers a story to tell: a familiar family favourite, reimagined for little hands. That familiarity makes the set accessible, while its open-ended format means children can return to it again and again, creating new recipes, stories and games with every play session. By bringing together award-winning design, meaningful developmental benefits and sustainable materials, the Bigjigs Toys Pancake Set offers retailers a versatile addition to the roleplay category. It gives children the freedom to imagine, create and share, while giving parents a product with plenty of play value behind the fun. For retailers, it is a characterful, easy-to-merchandise product with strong gifting potential and plenty of opportunities for year-round storytelling on the shop floor.
Contact Bigjigs Toys orders@bigjigstoys.com bigjigstoys.co.uk 17
Spotlight Toy Fair 2027 With visitor registration for Toy Fair 2027 now open, we caught up with Majen Immink, Head of Operations and Sales at the BTHA, to learn what’s new for next year’s show, and look back at how the association has supported the toy industry throughout 2026
What: Toy Fair | Where: Olympia, London | When: 19-21 January, 2027 | Web: toyfair.co.uk
“Toy Fair provides unrivalled opportunity” Visitor registration for Toy Fair 2027 has just opened – why should retailers and other visitors be sure to get their registration sorted early? Toy Fair attracts thousands of visitors from across the UK as well as internationally and so registering in advance is the best way to start planning for a truly productive visit. Registering also gives access to the official Toy Fair app, ensuring visitors have all the latest show information and, importantly, can start connecting with exhibitors and other attendees. It also allows retailers to start mapping out their time at the show, as January is a busy period for buyers, the earlier they can plan, the more value they will get from attending the show. Full exhibitor profiles, as well as floor plans, can be viewed both on the website and app. The new Toy Fair app was successfully introduced last year. How is that changing for 2027, and what improvements and new features can visitors look forward to?
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Toy Fair remains the UK's largest dedicated toy, game and hobby trade exhibition, bringing together the industry under one roof
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Majen Immink, Head of Operations and Sales, BTHA
The introduction of the app in 2026 was an important step in enhancing the visitor experience and the feedback we received was positive and considered to be moving in the right direction. For 2027, we are continuing to refine the platform to make it even easier for visitors and exhibitors to connect ahead of the event, plan meetings and navigate the show on site. Our focus is always to help attendees maximise their time at Toy Fair by enabling them to connect with targets in advance as well as viewing all show information in one place. The app has become an important tool for visitors and we’re looking forward to building on its success.
recent years alongside the toy specialists. You mention garden centres but also bookshops, museum and visitor attraction gift shops, independent gift shops, department stores and onlineonly retailers are all recognising the value that toys, games and collectibles can bring to their businesses. Consumers increasingly expect to find toys in a wider range of retail environments, and Toy Fair provides an unrivalled opportunity for buyers from all sectors to discover products that resonate with their customers and we look forward to seeing how our industry evolves even further into 2027.
Toys are becoming a more important part of a vast range of retailers, from garden centres to tourist gift shops – and thousands of ecommerce businesses. Are you seeing a broader variety of retailers attend Toy Fair each year? We have definitely seen a growing diversity of visitors and retailers over
The Gold Zone sold out very early. For those unfamiliar what is the section deciated to, and why should visitors seek it out? The Gold Zone is a dedicated area of the show designed to provide new and smaller businesses an important platform to present fresh ideas and innovative new products alongside established industry
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names. For visitors, it’s often one of the most rewarding areas to explore because they can discover brands and products that may not yet be widely available or known in the market. It’s great news for the industry that the Gold Zone again sold out so quickly for 2027 and is reflective of the emerging talent and innovation driving the industry that we must continue to champion and support.
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Encouraging industry There were more than 40 new collaboration is exhibitors at last year’s show. Can we look forward to that level of newness at the heart of for 2027? the BTHA
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One of Toy Fair’s greatest strengths is Majen Immink, Head bringing together established industry of Operations and leaders and exciting new businesses, Sales, BTHA products and perspectives which keeps the show fresh and evolving. We’re delighted to again be welcoming a strong contingency of new exhibitors including many first timers to the event. New exhibitors for 2027 will include Toyco, Grum Games, Lucky Egg, Tara Treasures, Everest Games and ThreeSixty Group, amongst many others spread across the show floor. These additions reflect the breadth of businesses represented at Toy Fair and contribute to the diverse and innovative offering. Celebs such as Stephen Mulhern and Leigh Francis visit Toy Fair each year
The Toy Fair Hero Toys is always a highlight. What’s the judging process, and why is it such a sought after recognition for exhibiting companies? The Toy Fair Hero Toy Awards celebrates a curated selection of new products from Toy Fair which are launching in 2027. Chosen by an independent panel of retailers, the winners reflect just a selection of the products that they believe will stand out in the year ahead. Entries are assessed across a range of factors including innovation, play value, design, market appeal and commercial potential. Being recognised as a Hero Toy is highly valued given the huge breadth and range of products being showcased throughout the halls. The winners generate significant attention from media, retailers and visitors alike as it quickly helps identify products that have strong potential to resonate with consumers. Many exhibitors have been at Toy Fair for decades – why do companies continue to prioritise the show? Toy Fair remains the UK's largest dedicated toy, game and hobby trade exhibition, bringing together the industry under one roof at a critical point in the buying calendar. For exhibitors, they may have differing objectives but the event offers a unique opportunity to meet with their existing customers as well as showcasing their new product ranges to prospective new partners. The industry continues to evolve at an impressive pace and we know from speaking to our members, there is tremendous value in demonstrating products, having meaningful conversations and building partnerships in person.
We must touch on some incredible achievements for the BTHA beyond Toy Fair in 2026. What stands out most for you and the team – and what would you like to tackle or develop further in 2027? It has been a hugely positive year for the BTHA and there are many achievements to be proud of. The parliamentary reception was a particularly important moment in the year to raise the profile of the BTHA’s long-standing work advocating to better regulate online marketplaces that facilitate the sale of unsafe and illegal toys. The event was held at a critical moment when the government was consulting on its proposals and provided a good opportunity to reinforce to the Minister the need for change to support responsible businesses. This work continues into 2027 as the final details of regulation are worked on. Our members are operating in a challenging environment with rising costs, increased regulatory pressures, and new technologies and players impacting on the traditional business of toys. It’s our priority to keep supporting our members to help alleviate these pressures through lobbying, advice, and guidance, as well as aiming to put on a vibrant Toy Fair at the start of the year to support the future success of the UK toy market. Encouraging industry collaboration is at the heart of the BTHA, and Toy Fair plays an important role each year in bringing the industry together, enabling businesses to share new products, build relationships, and identify opportunities for growth.
Register today Visitor registration for Toy Fair 2027 is now open: toyfair2027.eventreference.com/register NOVEMBER 2026
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RETAIL INTERVIEW HAMLEYS
TnP visited Hamleys’ Regent Street store for an early preview of its Festive 15 list. We sat down with Senior Buyer Karen Dennett to learn what makes a toy list-worthy, pricing amid a cost-of-living crisis, and ranging as a destination retailer
A very
Hamleys Christmas The spirit of Christmas never really leaves Hamleys. Even when London’s Regent Street is baking in summer sun, the destination retailer draws families from across the UK, and tourists from around the globe, all with that festive instinct to pick out the perfect toy. But as Christmas draws nearer, Hamleys goes all out. Performers dressed as elves greet passersby. The halls are duly decked. And the iconic Hamleys bear is on hand for a selfie. And with Christmas, comes festive wish lists. TnP visited the Hamleys grotto for a coffee and early mince pie with Senior Buyer Karen Dennett, to learn what’s in this year’s Festive 15. This year’s list caters to every member of the family, with the Hamleys Wooden Taxi for preschoolers, squishies for all ages, Barbie dolls, board games, and an Avengers: Doomsday Lego set bearing an 18+ label. But how does the team decide what makes the list, and when does the decision making begin?
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People come to London and they want to visit Hamleys and buy a Hamleys toy. That puts us in a very fortunate position
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“I’ve already started on our Christmas list for next year,” Karen says. “Even before January and the Toy Fairs roll around, I’m sitting at previews in September and October thinking, ‘Would this be in our top 15?’. I visit Mattel, Hasbro, Lego, and always in the back of my mind are the these questions: ‘What here would I put in the list? What jumps out?’” The list is a year-long labour, only finalised in the weeks before it’s revealed. “Everything in the toy industry changes now: new things can come in, something doesn’t hit launch for whatever reason, another trend hits social media and takes off almost overnight,” Karen says. “So we’re tweaking and tuning the list right up until the last minute.” “We’re very lucky at Hamleys because we’re a destination store,” she adds. “People come to London and they want to visit Hamleys and buy a Hamleys toy. That puts us in a very fortunate position, to
have a brand that’s so iconic and so significant that people want a product that says Hamleys on it. “That being said, we also know that people come in because they want the latest Barbie doll, the new Hot Wheels car or, this year expecially, the new
toysnplaythings.media
The Hamleys
Festive 15
J-Pop and K-Pop dolls. We have the best of both worlds in that respect, and our list reflects that.” Price points on the Festive 15 range from a £10 squishy from Keycraft right up to a Hamleys own-brand toy, the £75 Thunder Unicorn, an impressive flying drone. Most toys sit somewhere around the £30 mark, and with the cost-of-living squeeze still on going, is price a bigger factor than in previous years' lists? “We are in slightly different position to many of the other toy retailers out there,” Karen says. “We have the pocket money toys, you can buy sweets for just a couple of pounds. We then also have Steiff bears and Lego sets that are premium and so carry a premium price tag. We have a very broad spectrum of pricing and probably cater to all interests and all budgets.” Karen says the Festive 15 list is also reflective of what consumers are buying all year, not just what they wait until Christmas to pick up. That means broad trends such as squishies and the growing number of kidult lines, though both, she says, are continuing to evolve. “Squishies is very interesting. It’s certainly continued as one of the big trends, but it has been around for so long now that it’s become its own near-evergreen play pattern. And I don’t think the toy industry is just driven by trends. The evergreen play patterns are so important: dolls, cars, plush, games and puzzles, preschool toys. They are the backbone of the industry. “And if you look at the kidult side of things, what I think you’ll find is that themes like anime, J-Pop and K-Pop will infiltrate all the other
NOVEMBER 2026
divisions," she adds. "For instance, we have KPop games and puzzles, there’s anime Lego, so it’s not that kidult will become its own division, but you’ll start to see it pop up everywhere, and that will naturally then become a new part of the family ranging.” Despite this outlook, newness remains vital, Karen says. Hamleys was the first toy retailer to bring in PopMart just as the ‘Labubu’ phenomenon was taking off in 2025. With kidult spend rising, the retailer has transformed its basement level into a haven for kidult collectibles. “We aren’t scared of trying new things and experimenting to some degree,” she says. “We need cars, dolls, plush. But if you don’t try these new things, you’re never going to evolve. We put a new dress-up area on the second floor with our dolls and fashion lines quite recently, because we wanted to offer something different for the cosmetics side of things. And that’s really worked. You need classic play patterns and you need to try new things.” And so the big question: what from the Festive 15 will be under Karen’s tree when the big day arrives? “I’m a big Articulate fan,” she says. “The new Articulate Under Pressure from Tomy is brilliant, because you can play with two people, you can play with five people, and I can see us all playing round the table. I absolutely love it!”
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It’s not that kidult will become its own division, but you’ll start to see it pop up everywhere
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Movers and Shakers Hamleys Thunder Unicorn Hamleys Barbie In The Nutcracker Clara Doll Mattel PlayDoh Stamp & Spin Pizza Playset Hasbro Articulate Under Pressure Tomy Primal Hatch Megalodon Spin Master Dr Doom Action Figure Hasbro ScorpiX RC Transforming Car Hamleys Hatsune Miku T-Most PVC Figure Taito The Big Squij Range Keycraft Numberblocks sing and record music player Learning Resources Lego Doctor Doom Bust Lego Ready, Pedal, Go Peppa Interactive Toy Hasbro Hamleys Wooden London Taxi Hamleys Magic 3D Track Set Hamleys
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Trade talk
If you wo uld like t o tak in Trade Talk, we’d e part love to hear from you. Plea se email rhys@lem apublish ing.co.uk
Roger Martin
Marketing Director Asmodee
With Q4 upon us, what are your expectations for this Christmas sales season? We have high expectations for this Christmas season. We’ve had a very strong year across every category and expect to have our best Q4 ever. What do you anticipate will be your best-selling product this Q4? With its 30th birthday this year, Pokémon’s doing exceptionally well. On the games side we’ve leaned into the pop-culture
This mon internati th onal business leaders t Q4, Christ alk mas and coun terfeits
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We’ve had a very strong year… and expect to have our best Q4 ever
licenses with Dobble One Piece and Dobble KPop Demon Hunters. Catan is having its best year ever driven primarily by the new ‘On The Road’ and Catan Zip editions. To what extent does appearing on a retailer’s top toys for Christmas list impact sales? Appearing on retailers’ Top Toys lists is always a thrill. More pragmatically, these lists can influence AI search which means the impact is greater than ever. Fortunately, we have fantastic products and work with a wide range of retailers so we show up on a lot of lists.
” There’s mounting pressure on governments to crack down on counterfeit products sold online. How big of an impact do fakes have on your business and how do you protect against it? Cracking down on counterfeit products can feel like a game of Whack-A-Mole. We use a third party and as part of the wider Asmodee Group we have a dedicated team.
Michelle Lilley
Managing Director MGA Entertainment
and also seeing significant growth, supported by newness and increased accessory purchases across fashion and pets. Little Tikes’ new role-play suite is really disrupting the aisle too, and we know sales in this area tend to come later in the season.
With Q4 upon us, what are your expectations for this Christmas sales season?
What do you anticipate will be your best-selling product this Q4?
We operate across so many categories that have their own We are expecting it to be a strong season, not just based on our current performance but with how consumer behaviour is evolving nuances so there are different expectations on performance. Cozy Coupe remains a key big-box gift under the tree. Our L.O.L. alongside various socio-economic factors. We see a demand for Surprise! 10th Anniversary Festival range is also a major focus for budget friendly items, collectables, and a countenance to screen Q4, backed by significant marketing investment and exciting attime all playing a role in boosting sales store experiences. this Christmas. A huge outlier for us this year has also been Bratz, with MGA is very much having a growth fandom continuing to build as the brand celebrates its 25th year, with significant momentum anniversary. There’s real excitement around it right now and across both our trend-led and there may still be a few surprises and drops to heritage brands. Miniverse come before the year is out. continues to grow strongly, Q4’s from core lines such as To what extent does appearing on a retailer’s top success Animals, Vending Machine toys for Christmas list impact sales? starts in and Music through to our I think the lists are great for the industry as a whole. Q1! licensed executions. Not Inclusion is great PR given the media’s appetite to only are initial orders for report on them these days; we always feel extremely NPD starting strongly satisfied to see one or more of our products included and we but we’re getting very certainly see the impact on sales. There is still a real tradition positive requests for around families enjoying Christmas catalogues and gift guides, upweighted restocks which is something I remember from my own childhood. They such has been the all play a part in building excitement, reassuring gift-givers and reaction from new and ultimately helping drive demand. existing brand fans. However, we certainly don’t bank on being included and always Baby born is ensure our Q4 marketing is upweighted and strategic to maximise celebrating its 35th the opportunities and traction our brands have been building over anniversary year the course of the year – Q4’s success starts in Q1!
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Debra Tiffany Marketing Manager Brainstorm
With Q4 upon us, what are your expectations for this Christmas sales season? We launched our Brainstorm Toys science activity kits at the end of last year and they had a fantastic response. Build a Body has been added this year and, thanks to their impulse price point, there’s already been a spike in sales as we head into Q4. Eugy is a craze that proves popular all year round and the festive collection has also been expanded for 2026. What do you anticipate will be your best-selling product this Q4? Parents are always on the lookout for engaging, educational, screen-free gifts that are great value and that’s why our activity kits will do well this year. Even though they are a £10 retail line, the price belies the amount of kit you actually get, making them an ideal gift for all ages. StikBot Shinies are the latest addition to the StikBot range and their huge appeal doesn’t show any signs of waning. They are a great stocking filler purchase. To what extent does appearing on a retailer’s top toys for Christmas list impact sales? While it’s always wonderful to be on a retailer’s top toys for Christmas list – and undoubtedly inclusion provides a boost – we have been around Ultimately, for a long time and know how counterfeiting particularly competitive the sector is at this time of year. affects more Therefore, we don’t and can’t than just sales; rely on lists alone to boost our it undermines sales and focus on our own the investment marketing and PR activity well in that legitimate advance of the Golden Quarter. We plan our Q4 campaigns in toy companies line with the various seasonal make marketing events including list announcements to ensure we are front of mind throughout the festive shopping period.
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There’s mounting pressure on governments to crack down on counterfeit products sold online. How big of an impact do fakes have on your business and how do you protect against it? Counterfeit products have had an impact on Brainstorm, particularly across one of our long-standing pocketmoney ranges. These are items we have sold successfully for many years, so it is frustrating to see fakes entering the market and potentially taking sales away from the original high-quality products. We take the issue seriously, approaching manufacturing companies directly to help ensure counterfeit products are identified and removed from the market – particularly where patents and intellectual property rights are involved. We have also registered trademarks on our products to strengthen our protection and make it easier to challenge unauthorised copies. Ultimately, counterfeiting affects more than just sales; it undermines the investment that legitimate toy companies make in developing, designing and building trusted brands.
NOVEMBER 2026
Mitch Levene
Country Manager Playmobil With Q4 upon us, what are your expectations for this Christmas sales season? Christmas 2026 is going to be huge for Playmobil. Many retailers are super excited about the Playmobil ‘Buy One Get One Free’ promotion that covers all Playmobil products. It’s an amazing piece of activity that is so appealing for the shoppers and fully funded by Playmobil. What do you anticipate will be your best-selling product this Q4? Playmobil has a great Christmas range, including Santa baubles. It is challenging to select one product to be a best seller. Due to the Buy One Get One Free, the entirety of the Playmobil range will accelerate. To what extent does appearing on a retailer’s top toys for Christmas list impact sales? Given there is so much happening around Playmobil, it would be difficult to isolate the influence on sales of top toy lists or any other specific activity. For example, besides the Buy One Get One Free offer, Playmobil has a major new Christmas campaign coming up that we’re incredibly excited about. It will build on the work we’ve been doing this year Playmobil has a major around the ‘imagination new Christmas campaign gap’, with the government’s coming up that we’re and Playmobil’s research incredibly excited about showing that children are spending less time using their imaginations through creative play. This Christmas, we will show just how powerful children’s imaginations can be. At Playmobil, the focus is on the ‘world is your playground’, and that stories and adventures can be found everywhere when children are given the freedom to imagine. We can’t reveal exactly what Playmobil are doing just yet, but children and their creativity will be right at the heart of it, and we know it’s going to be something very special.
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There’s mounting pressure on governments to crack down on counterfeit products sold online. How big of an impact do fakes have on your business and how do you protect against it? Playmobil has been producing worldclass designed products for over 52 years. It’s difficult to copy the intricacy of a Playmobil product. Even if there was an attempt to imitate the product, it’s difficult to copy the brand, especially with so much activity around Playmobil these days.
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Trade talk
If you wo uld like t o tak in Trade Talk, we’d e part love to hear from you. Plea se email rhys@lem apublish ing.co.uk
Nico Blauw CEO Boti
With Q4 upon us, what are your expectations for this Christmas sales season? All signs are on green for a great Christmas sales season, based on the positive development we have seen this calendar year
What do you anticipate will be your best-selling product this Q4? Our very own Doctor Squish - Squish Maker has its best-selling year since the brand was launched in 2022. Partly this is due to the Squishy trend, but also due to a change in our social media strategy, where we have been focussing on squishy making parties. We launched Cortex Crypt and Pembe this second half and both brands have had an amazing start. Needoh is on fire – actually all our soft toy brands are selling like hot cakes!
To what extent does appearing on a retailer’s top toys for Christmas list impact sales? Not much is my experience; same for Toy of the Year awards, by the way.
There’s mounting pressure on governments to crack down on counterfeit products sold online. How big of an impact do fakes have on your business and how do you protect against it? It is an unbelievably big problem and we need strong government policy to fight this. To me, the resolution is relatively simple. Unfortunately, politics and common sense often don’t go hand in hand.
Martin Whitaker
Managing Director Simba Smoby Toys UK With Q4 upon us, what are your expectations for this Christmas sales season? The UK toy market has held up very well given all the doom and gloom in the news. Simba Smoby has had a solid year to date, and I don’t expect that to change into Q4. We had a fabulous time through the summer with Smoby and the playhouses always continue to sell even in Q4. Our plush range is helping grow the category in Circana with Winnie the Pooh, Toy Story, and Stitch all having had a super year. However, the standout has to be blind boxed Disney YuYus plush, which goes from strength to strength, and we have Wave 3 to come shortly. From Jada, we have some fantastic Fast and Furious vehicles, plus Star Wars and Disney RCs which will be winners for Christmas. What do you anticipate will be your best-selling product this Q4?
This month international business leaders talk Q4, Chris tmas and counterfeits
Hashim Yilmaz
Senior Sales and National Account Manager
Magicbox UK With Q4 upon us, what are your expectations for this Christmas sales season? This year we are bringing all the usual Magicbox tools: great value, great products, innovation, and first-class media marketing to support our retail partners. We expect this season to be another winner as sales to date are up 25% year on year. What do you anticipate will be your best-selling product this Q4? Our bestsellers are expected to be Mr. Kings Truck & Enigma Tower from the Superthings Kazoom Power animated series. From Piratix we have the Dragon Ship and the Gorilla Temple. Our playsets always do well this time of year simply because they offer great play value and bundles of innovation. We also expect the Kraken ship to do some great volume because of the hot deal with did with one High Street retailer for Q4. We have also launched Mojipop in the UK, and we expect it to perform very well based on the first six weeks of sales. To what extent does appearing on a retailer’s top toys for Christmas list impact sales? Hard to say from our point of view. As a smaller supplier we create our own demand via marketing campaigns, promotions, exclusives, animated series, and free giveaways. Perhaps one day we will be asked to participate as we know we have products that can compete. One for Santa’s wishlist 2027. There’s mounting pressure on governments to crack down on counterfeit products sold online. How big of an impact do fakes have on your business and how do you protect against it? This is a big problem for the industry, and the impact should not be taken lightly. It takes money out of the pockets of legitimate UK businesses, making life harder at all levels. Also, there is always the risk that unsafe product becomes available as many of the platforms selling the product do not have the same stringent checks that core retail has. We need to work together to keep our IP and our kids safe from product piracy. Thankfully, we don’t encounter much of this, however we do see some imitation in the market from time to time.
Our range is so wide and, like your own children, you have to love them all equally! But if I have to choose it would be the Disney YuYus blind boxed plush and either of the Toy Story or Lightning McQueen 1:24 RCs we have in the range. There’s mounting pressure on governments to crack down on counterfeit products sold online. How big of an impact do fakes have on your business and how do you protect against it? While it doesn't affect us that much, stronger legislation would be a positive step for the industry as fakes are a real challenge for some toy companies. Some online retailers get counterfeit items on their sites from time to time and it can feel like a game of whack-a-mole, but we work very closely with our licensors to stay on top of it and keep it under control.
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Are you exhibiting at the Toy Fair, Olympia in January 2027?
If you are and you want to maximise the buyers coming to see you instead of your competitors, speak to us for advertising options to maximise your brand exposure both prior to, and at the show. Contact Claire Naish at clairenaish@lemapublishing.co.uk or call her on 01442 289 937 or 07730 362 338 for more information.
FEATURE Q1 RANGES
New year, new toys After the rush of Christmas comes the not-so-calm first quarter, which sets the pace for the year ahead. Q1 ranges are vital for bringing newness in store at a time when consumers are more price conscious - but there’s still Christma gift money to be spent and January gloom to shrug off Wilton Bradley
Christmas and the Golden Quarter remain vital for the toy trade, but ongoing trends like squishies, collectable TCGs and hobbyist board gaming means every quarter counts. Starting the New Year off with newness sets retailers on the right path for the next 12 months – and suppliers are lining up innovation and must-have products to keep consumers spending after the festive rush. Among the must-have lines for Q1 2027 are the Vermillion Race Cars, a new introduction to Wilton Bradley’s Xootz range, combining sporty styling with plenty of personality. Asmodee brings the battle for Middle Earth to the game night with The Lord of the Rings: Circle of Conflict board game, while Bigjigs Toys is rolling out a
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I will get newness in for January, as so many kids come back in to spend their Christmas money
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Karen Westmoreland, Owner, Treasures Toys
fresh wave of launches designed to combine rich developmental benefits, premium quality, and playful designs that look as beautiful in store as in the home. New from Zimpli Kids are Baff Pop-Pets Surprise and Baff Bombz Mystery Dumpling, two exciting additions to its Baff Bombz range. And that’s not all. “Looking ahead to 2027, we’re particularly excited about Baff Buddies SpongeBob, launching in Q1,” said Obi Enyi, Marketing Manager, Zimpli Kids. “It combines a floating SpongeBob toy with three SpongeBob-shaped bath bombs, bringing character play into the bath and giving fans a collectible-style product with an added sensory element.”
From the retail perspective, Karen Westmoreland, owner of Treasures Toys, is keeping a keen eye on the squishy trend. “I’m not sure what 2027 is going to be about yet. I’ll enjoy squishies for as long as they’re trending, but something new will crop up and the front of the store will have a new buzz about it,” she says. “I haven’t spotted anything that’s made me think ‘wow’ just yet, but I’m keeping my eyes out. I will get newness in for January, as so many kids come back in to spend their Christmas money. I don’t like to commit too far ahead unless it’s a great offering, and many suppliers are quick to deliver.”
One ring to rule them all ASMODEE 01420 593593 | info@asmodee.co.uk | asmodee.co.uk It is the Third Age of Middle-earth and a great war between the many nations is unfolding. In The Lord of the Rings: Circle of Conflict, the destiny of The One Ring wavers upon the fulcrum of good and evil. This strategic dice game pits 2-4 players against their neighbours as they simultaneously command both The Shadow and The Free Peoples armies against the players on either side of them in a battle for control over the fate of the One Ring. Players engage in exciting asymmetric combat, managing both sides of the war while outwitting enemies on either flank. The game includes premium components, including eight custom dice, four battle boards, dry-erase markers, a Gollum wooden token, player boards, a Ring board, and more for an immersive, replayable experience. A must-have for The Lord of the Rings fans, this tabletop game brings iconic characters and factions to life in a fast-paced, competitive format. Players use strategy, prediction, and clever dice management to shift the balance of power between good and evil, bringing victory to Middle-earth or plunging it into shadow!
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FEATURE Q1 RANGES
Toyrific start to 2027! WILTON BRADLEY 01626 835400 | sales@wiltonbradley.co.uk | wiltonbradley.com Following the continued popularity of Toyrific’s bestselling Play Tray, Wilton Bradley is excited to introduce several new additions to the range for 2027. The new Play Tray Deep and Square designs offer even more opportunities for creative, sensory and imaginative play, giving little ones new ways to explore, discover and get hands-on. Adding a whole new dimension to playtime, the exciting new Play Tray Dens fit neatly over the existing Play Tray, transforming it from a sensory play station into a cosy den for imaginative adventures. Whether it’s a secret hideaway, a make-believe campsite or a quiet space to explore, the dens open up a world of possibilities, bringing even more versatility and play value to this much-loved collection. Bringing a new level of excitement to traditional tabletop games, Toyrific is also expanding its popular table top games collection with the introduction of the 27-inch Powerplay LED range. Combining classic competitive fun with eye-catching illuminated designs, the new additions promise to bring plenty of entertainment to family games nights, parties and playdates. Building on the appeal
Gearing up for Toy Fair 2027
Wilton Bradley is gearing up for anot her exciting year at Toy Fair 2027, bringing a fantastic selection of new products, innovative designs and muc h-loved favourites to stands E89 and E98. With fresh additions across its popular Xootz and Toyrific brands, visitors can expect to discover plenty of inspiration for the year ahead, with products designed to spark imaginatio n, encourage active play and deliver endless fun
of the existing tabletop collection, the new LED versions offer an exciting new option for families looking to bring a little extra fun and friendly competition into their homes. For the youngest budding racing drivers, Xootz is revving up the excitement with the introduction of its new Vermillion Race Cars. Designed for children aged twoplus, these eye-catching ride-ons bring the thrill of the racetrack to little adventurers, combining sporty styling with plenty of personality. Available in three striking colourways, red, black and orange, the Vermillion Race Cars are designed to capture imaginations and inspire hours of racing adventures. Also taking centre stage is the expanding Xootz Dynamix range, bringing together bold styling, vibrant LED lighting and plenty of personality. Following the introduction of the Dynamix Tri-Scooter, the collection is growing for 2027 with the addition of an exciting new skateboard and twowheel kick scooter. With striking designs and a contemporary look that stands out from the crowd, the Dynamix collection is all about making every ride feel like an adventure. The latest
additions bring even more choice to young riders, combining the excitement of wheeled play with the distinctive styling that makes Dynamix such an eye-catching range. Whether cruising on a scooter or mastering new skills on a skateboard, Dynamix is ready to bring a fresh burst of energy to the wheeled toys category.
Pets take centre stage PLAYMOBIL 01268 548111 | playmobil.co.uk Calling all animal lovers! This Q1, Playmobil is supercharging it’s much-loved Animals and Friends collection. Alongside wild animals, adorable pets now take the spotlight, and with good reason: they rank among the top four most appealing themes for three to 12-year-olds. Children love the special bonds they form with the animals in their everyday lives, and there’s no better way to learn what it takes to care for a pet than through Playmobil play. The move builds on the success of pet grooming and collectables in 2025, both high revenue earners, which are now join forces permanently under one strong sub-brand. Arriving in January 2027, the launch is led by the Pet Clinic, a bustling, brightly coloured vet practice complete with a realistic ultrasound machine, a friendly vet, a young owner and a cuddly canine patient sporting a protective collar. The Mobile Veterinarian hits the road in a smart, paw-print-covered vet car, loaded with cosy pet carriers and a handy medical kit, while the Pet X-Ray Station lets little vets investigate with three interchangeable x-ray images. At the accessible end, the adorable Puppy Station and the caring Cat First Aid set are perfect pocket-money add-ons that make easy impulse buys.
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ai179249255754_TnP Nov 26 Full Page Ad - Scandi_REPRO.pdf 2 20/10/2026 11:36:09
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FEATURE Q1 RANGES
Stick with
Character
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CHARACTER OPTIONS
play
0161 633 9800 | sales@charactergroup.plc.uk character-online.com
Plush puffy stickers, food-themed fidget squishies, bubble pop collectibles and new lines from favourite orders@bigjigstoys.com ranges make up Character Options’ Q1 line-up. bigjigstoys.co.uk Following on from the success of the Giftie Badge Maker, one of the top toys for Q4, Character Options There is a natural momentum to kick-start is giving young crafters more ways to create custom, the new year with innovative product ranges shareable and wearable accessories with the Giftie and retail opportunities. As retailers plan for Q1 2027, Picture Bracelet Maker. Children can design and make Bigjigs Toys is leading the charge with a fresh wave of launches designed to custom bead bracelets using a combination of Giftie combine rich developmental benefits, premium quality, and playful designs beads. Customisable square picture beads can be used that look as beautiful in store as in the home. to personalise the designs using either printed designs Leading the Q1 line-up are the innovative 3-in-1 Puzzles. Each set features or photographs that can be downloaded using the Giftie three six-piece wooden scenes built individually or connected vertically into App. The unique accessories they create can be worn or a seamless panoramic image. Available in Big Movers, Dinosaur, Safari, and given as a ‘giftie’ to friends and family. Sealife themes, these versatile sets boost problem-solving skills, hand-eye Skycastle is set to fluff up the creative aisle with coordination, and fine motor control, offering fantastic value for parents. the launch of Sticki Fluffs, the world’s first plush puffy The On The Go playsets were a massive success with retailers and parents, stickers. Featuring adorable kawaii-inspired animals so Bigjigs is expanding its selection with two brand-new portable playsets: dressed in fuzzy cosplay outfits, the range combines Hospital On The Go and Fairytale Castle On The Go. Complete with soft carry collectability and creativity, with common, rare and ultrahandles, fold-out play mats, wooden figures, and accessories, rare characters to discover. Children can collect them all these compact sets unfold into instant play scenes. Everything and complete the Sticki Fluff Book, a cute fluffy binder packs neatly inside, making them ideal travel companions that packed with more than 50 interactive pages designed to build social development and imagination. showcase collections, inspire creativity and encourage Bigjigs’ classic role-play range receives a charming update repeat play. with a trio of wooden nursery accessories: the Doll’s High Chair, With fidget and squishy toys continuing to enjoy viral Doll’s Cradle, and Doll’s Stroller. Crafted in sweet pastel pink popularity, Foodie Fidgetz are the latest in collectable tones, each piece features thoughtful details like integrated pocket-sized toys. These playful food designs each feeding trays, floral accents, feature satisfying sensory fidget action, with five and soft pinstripe bedding. foodie characters to choose from – a doughnut, Designed to fit most standard croissant, macaron, avocado and apple. dolls, this collection nurtures Another fun new addition to the collectibles emotional intelligence and market is Bubble Pops, which combines the imagination for toddlers thrill of collecting with the satisfying feeling aged 12 months and up. of popping bubble wrap. Each box will contain With sustainably sourced Available individually, six pops - squeeze and pop each bubble for these standalone pieces a surprise character reveal. With different wood and zero-plastic naturally drive repeat product combinations, there’s squishy, stretchy packaging across all range s, purchases as parents and fidgety collectibles in every pack, with Bigjigs Toys’ Q1 releases collect matching items. hundreds to collect.
BIGJIGS TOYS
Sustainable choice
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offer trade customers the perfect blend of play value and eco-friendly design to drive strong sales
toysnplaythings.media
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ELECTRIC DRIFT GO KART
UK #1 manufacturer YTD in Outdoor and Sports toys (value)
HOVERBOARD
DRIFT RIDER
UK: 8 Wentworth Road, Heathfield Ind.Est, Newton Abbot, Devon, TQ12 6TL HK: 409-410 4th Floor, New East Ocean Centre, 9 Science Museum Rd, Tsim Sha Tsui East, Hong Kong To book an appointment or see one of our Showrooms:
01626 835400
Xootz Electrics 3 Lay Advert October 26.indd 1
sales@wiltonbradley.co.uk
www.wiltonbradley.co.uk
27/10/2026 14:06:52
FEATURE Q1 RANGES
New year, new
surprises ZIMPLI KIDS
01254 460006 | sales@zimplikids.com zimplistore.com
Zimpli Kids is kicking off 2027 with two exciting additions to its Baff Bombz range, continuing to transform everyday bath time into an exciting play experience with fresh concepts that combine surprise, sensory play and collectability. Baff Pop-Pets Surprise brings together the excitement of a mystery reveal with the appeal of pop and squish fidget toys. Each bath bomb reveals a surprise poppet fidget toy and keychain, with six styles to collect. Perfect for hanging on bags, attaching to phones or swapping with friends, these collectible characters give children something to enjoy long after bath time. At an attractive price point, the range offers retailers strong potential for repeat purchases and impulse buys. Joining the range is Baff Bombz Mystery Dumpling, a playful new concept featuring a dumpling shaped bath bomb with a surprise colour hidden inside. With six variations to discover, including a rare shimmery pink dumpling, each bath brings a new reveal, adding another collectible element to the range. Competitively priced, it offers retailers something different for their bath, toy and gifting categories.
Bear necessities CHARLIE BEARS
With both launches, Zimpli Kids continues to push the boundaries of the bath category, bringing together surprise reveals, sensory play and collectability in fresh new formats designed to excite children and drive retail sales. Launching in Q1 2027, both ranges will be supported by social media, paid advertising, influencer campaigns and dedicated marketing assets and support for our retail, wholesale and distribution partners. These latest innovations reinforce Zimpli Kids’ position at the forefront of trend led bath products, creating new reasons for children to look forward to bath time and for retailers to keep the category fresh and exciting!
Cosy crafting JURATOYS
uk-sales@charliebears.com | charliebears.co.uk
01384 286860 sales@juratoys.co.uk
Cuddle Cubs by Charlie Bears welcomes a colourful line-up of new characters for Q1, combining playful personalities, collectability and strong retail appeal. Suitable from birth, CE and UKCA marked, and rigorously safety tested, the soft plush collection features recycled filling and machine-washable designs. At just 13cm–15cm, these pocket-sized characters offer pocketmoney gifting appeal across a broad range of ages and interests. Leading the new arrivals is Smoulder, a dreamy dragon in rich plum and lilac tones. Joining Smoulder are seven new woodland characters, including Hedgehog, Mole, Badger, Frog, Tortoise and Hare. Ideal for independent toy and gift shops, garden centres, farm shops and visitor attractions, the woodland collection offers retailers the opportunity to create colourful, character-led displays that encourage browsing and collecting. The wider range also includes dinosaurs, farmyard and safari friends, dragons and mythical favourites. From the makers of Charlie Bears, the British brand with more than 20 years of bear-making heritage, Cuddle Cubs offers retailers a playful introduction to a world of collectable characters, with plenty more to discover.
Juratoys is giving a sneak peek of several exciting additions to the Janod creative play range for 2027. Among the standout introductions for 2027 is Market Bouquet, an innovative new craft concept that transforms colourful pipe cleaners into stunning floral displays. unique construction method offers a fresh alternative to traditional arts and crafts activities. The end result is not only beautiful, but satisfying and something to be kept and proudly displayed! With crochet continuing to gain popularity among younger consumers and creative hobbyists alike, Janod’s new Cosy Crochet collection brings this timeless craft to a new generation of makers.
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Step into the circle and save or doom Middle-earth™... the destiny of The One Ring wavers upon the fulcrum of good and evil.
FEATURE Q1 RANGES
Hot potato! ONE FOR FUN sales@oneforfun.com oneforfun.com
125 years of Peter Rabbit RAINBOW DESIGNS 01329 227300 rainbowdesigns.co.uk Rainbow Designs is looking forward to another exciting year in 2027, with its much-loved character collections continuing to delight little ones and their families. Alongside some exciting new brand introductions, Q1 is set to get off to a particularly special start as Rainbow celebrates 125 years of Beatrix Potter’s adorable Peter Rabbit. To mark this wonderful milestone, the much-loved little rabbit is being celebrated with a charming Anniversary Collection, filled with precious keepsakes to treasure from the very beginning. The delightful new collection is available to order now. This charming commemorative collection brings together nostalgia, storytelling and irresistible character appeal. With his instantly recognisable blue jacket and enduring charm, Peter Rabbit continues to capture hearts across generations, making this anniversary a wonderful opportunity for retailers to celebrate an evergreen favourite. The collection features four delightful lines, each with its own special appeal. Taking centre stage is a Limited Edition 34cm Peter Rabbit Plush, beautifully crafted in soft fabrics with a traditional blue jacket, gold buttons and a special anniversary label. Joining him is a 20cm Collectible Plush, presented in a branded counter display unit, offering an attractive option for character displays and collectors alike. For fans who love to take their favourite characters everywhere, the Peter Rabbit 125 Commemorative Plush Keychain features an adorable miniature Peter holding an anniversary plaque. Completing the collection is a beautifully presented Anniversary Gift Set, combining a soft Peter Rabbit plush, embroidered comfort blanker and gentle chime ring rattle in an illustrated keepsake box. Suitable from birth, it brings together character charm, comfort and early developmental play. Combining heritage, quality and timeless character appeal, the Peter Rabbit 125th Anniversary Collection gives retailers a special way to celebrate this landmark year. Alongside this commemorative launch, Rainbow Designs will continue to build on the strength of its much-loved collections, with further exciting character developments planned throughout 2027.
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Following a hugely successful year for Scrunchems, One For Fun is bringing a host of new lines and range extensions to market throughout the remainder of the year and into Q1 2027. Scrunchems continue to take inspiration from food trends, textures and the ever-growing appetite for collectable sensory products. Q1 will see the launch of the new Squishy Mashed Potato Ball, offering a bundle of squishy, textured softness that is designed to be almost impossible to put down. Joining it will be the Glow in the Dark Squishy Lightbulb, a new range of Slushy Squishy Balls, which recreate the sensation of squishing a slushy packed with crushed ice, and Sugar-Filled Seashells in a variety of colours. The new Scrunchems Bubble Ball and Smoothie Squishy Ball will also join the range, adding even more variety to the collection. And, in true foodie tradition, there is always room for more. Following the introduction of the super-sized Big Scrunchems range, One For Fun is expanding its jumbo squishy line-up with a Big Soap and Big Marshmallow. These join the existing supersized Scrunchems collection. Famous for fidgets, HGL is introducing new colourways across the Fidgix range – a premium collection of metal fidgets aimed at the Kidult market. The popular Fidgix Magnetic Tower has also proved a strong choice, featuring a stack of colourful magnetic discs that can be built up or toppled. For Q1, the Magnetic Tower will also be available in neutral colourways, extending the appeal of the range even further.
Incoming! PLUS-PLUS
03330 500 144 info.uk@plus-plus.com plus-plus.co.uk Inspired by the upcoming Angry Birds Movie 3, the PlusPlus Angry Birds range invites children and fans of all ages to build and play with their favourite characters through a fun blend of creativity, action and imagination. The movie will be launching in UK cinemas on Boxing Day. The popular tube range features five of the favourite figures from the franchise – Red, Silver, Chuck, Bomb and of course those pesky pigs! Each tube contains 110 pieces, ready to build the sturdy character when the step-by-step instructions are followed. Of course, as with all Plus-Plus tubes and sets, open-ended freestyle play is also a possibility. The 24-piece dual-facing countertop unit contains the five figure tubes, perfect for impulse purchase, and creates an impactful display on shelf or at till point. To round off the range, one of the most famous slingshot battles in the world can be replayed over and over again with the Plus-Plus Angry Birds Slingshot Smash Game.
toysnplaythings.media
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FEATURE Q1 RANGES
“Rolliverse is a new series of dice games including a var iety of themed worlds that can be played individually or com bined. This concept enables pla yers to gather around the tab letop to enjoy one game togeth er, no matter which world they choose”
Rolling into Q1 RAVENSBURGER 01869 363800 | sales@ravensburger.com ravensburger.com
Vicki Isitt, Ravensburger UK Games Product Marketing Manag er Ravensburger forthcoming game series Rolliverse will roll into retail from February 2027. The game is designed by Spiel des Jahres Game of the Year award winners Michael Palm and Lukas Zach, and was showcased to an audience of over 200,000 visitors at Spiel Essen in October. Whether it’s luring cute Foodimals out of their hiding spots, accompanying Rolli on his quest for the mysterious Prime Die, or embarking on fantastic adventures with dragons, in Rolliverse, players choose their favourite world and roll the dice to collect cards, points, and the best combinations. The game is designed for two to four players aged seven years and up, with larger groups able to play by combining sets. With up to three rolls per turn, they
try to achieve matching combinations to collect cards from their own hand or the shared display. The game mechanics build on the familiar feel of classic combination dice games and enhance it with clever card choices. The rules are easy to learn, but every roll opens up new possibilities. At launch, Rolliverse will feature six themed worlds: Minecraft, Star Wars, Stitch, Dragons, Foodimals, and Rolli’s Adventures. Each box comes with its own characters, illustrations, and collectible highlights. All sets can be played on their own and can also be combined with one another – everyone at the same table can immerse themselves in their favourite world while playing one game together. Ravensburger will roll out a heavyweight marketing campaign to support the launch.
Mystical and magical
All-star line-up
EPOCH MAKING TOYS
JUST PLAY
0208 049 1377 sales@epochmakingtoys.com
uksales@justplayproducts.com A full range of new licensed products to mark the forthcoming Shrek 5 movie are a key part of Just Play’s Q1 offering. Ahead of the cinema release of Shrek 5 in July 2027, Just Play will launch a full range of licensed products as excitement for the new movie grows. The full range will join Shrek favourites from Just Play – the 8-inch Shrek Medium Plush assortment, Shrek Perch’d, cuddly plush which sit on the shoulder, and Shrek and Donkey Comfeez, a 12-inch weighted plushie of the ogre and his companion with embroidered and appliquéd details. New play formats and series from established favourites furReal and Disney Doorables are other highlights of the company’s exciting line-up for Q1. Following a successful year for the Disney Doorables blind box surprise format, with themes including the botanical In Full Bloom and festival-style Ticket To Fun, this world of whimsical miniatures will return in 2027 with a brand-new series. There are big plans for the furReal collection, licensed by Hasbro, in the new year. furReal goes from strength to strength thanks to Just Play’s continued investment into new product development and its ambitious marketing drive for the brand. Gabby the Grow & Roar Tiger has been one of the stand-out toys of Q4, while Snuggles the Smiling Sloth has also proven popular during the Golden Quarter. In 2027, new play formats will be unveiled within the range, including at a new lower price point. Just Play’s Q1 offering also includes Disney Jr. Sofia the First Swirl & Sing Doll, inspired by the Disney Jr. show Sofia the First: Royal Magic. This interactive Sofia features a shimmery glow and songs and phrases from the show.
Sylvanian Families will kick off 2027 with the launch of the enchanting Little Tales Collection. Straight from a storybook, the range has been designed to inspire wonder and mystery and will include the Baby Enchantment Series. The latest blind bags will feature eight babies to collect in total including a secret one, each dressed in a mystical, magical outfit and will either be mixing up a potion or practicing their craft. The collection will also comprise four magical sets including Owl’s Starry Lodge, Owl’s Moonlight Study, Owl’s Veggie Patch, and Away on a Broom. New to the core range will be the Flying Squirrel Family. The first ever Flying Squirrels, they have big fluffy tails and are dressed in bright, colourful clothing. They will be complemented by The Flying Squirrel Siblings - Floating in the Sky set. Also new will be Cottontail Rabbit’s Floral Hideaway. Featuring an ornate, floral egg and complete with Cottontail Rabbit baby, it is perfect for gifting and a great display piece for collectors. Aquabeads will launch the Kawaii Foodies Craft Kit allowing crafters to make their favourite sweets and fruits, including an apple, cherries, and cake, each with fun smiley faces. Also new will be the Rainbow Unicorns Craft Kit, with 1,500 beads in 35 colours, a heart-shaped layout tray, and accessories..
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Shop talk
art o take p r t e ik l ould hea love to If you w ’d e w , alk email in Toy T Please . u o y .co.uk from blishing u p a m rhys@le
This month our retailers talk consumer spending habits, retail crime, and trade show plans for 2027
Joseph and Sophie Hollier Co-owners
Just Williams Toys Beckenham and East Dulwich How are changing consumer spending patterns and rising costs impacting your business, and how are you responding? Consumers are being more considered about where they spend their money. We’re finding that value is increasingly important, but that doesn’t necessarily mean customers are simply looking for the cheapest option. They still want great products, good advice and an enjoyable shopping experience. They want to feel that the product and service are worth the money. At the same time, the cost of running a high street business continues to increase, so there’s pressure from both sides. For us, the response has been to focus on what an independent toy shop can do differently. We’re investing in our ranges, improving our buying and merchandising, introducing more newness and giving customers reasons to visit us rather than simply buying online. We’re also looking at ways of investing in our digital offering and exploring areas beyond traditional retail such as local partnerships. Ultimately, we believe there is still a really strong future for independent toy shops, but they have to evolve with the customer.
“We believe there is still a really strong How are retail crime and future for shoplifting affecting your business, and what independent steps are you taking to address them? toy shops, but Unfortunately, shoplifting they have to is something we have to deal with, and for an evolve with independent retailer, the customer” the impact can be disproportionately large. When margins are already under pressure, losing stock directly affects the bottom line. The challenge is finding the right balance. We want our shops to feel welcoming, particularly because so many of our customers are families and children, and we don't want to create an environment where everyone feels as though they’re being watched. We’re therefore focusing on sensible preventative measures, including improving visibility across the shop floor, reviewing where higher-value and higher-risk products are positioned, making sure the team is alert to unusual behaviour, and continually reviewing our security arrangements.
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What have you bought in for Christmas, and what do you have high hopes for? We’ve deliberately tried to create a range that combines the big brands children are asking for with the more unusual products people expect to discover in an independent toy shop. We don't have high hopes for individual ranges; instead, we focus on the buzz of Christmas as a whole and the variety of baskets we can create. One customer might come in looking for the latest Pokémon release or a Lego set, while the next is putting together a completely different basket of games, stocking fillers, sensory toys and something they’ve never seen before. That’s the part of Christmas retail we love. We can bring together the big names alongside smaller brands and products that customers might not find everywhere else. It means no two shopping baskets have to look the same. We’re particularly excited about seeing the shops full, and helping customers who arrive with a list, or sometimes absolutely no idea what to buy! We love creating that real independent Christmas shopping experience. For us, that’s much more exciting than betting everything on one ‘musthave’ toy. Our aim isn’t to try to replicate the range of the biggest toy retailers. We want parents and children to be able to find the products they already know and love, but also leave Just Williams having discovered something they weren’t expecting.
We’ll definitely go to London Toy Fair, Spring Fair and Autumn Fair. Beyond those, we haven’t made any firm decisions yet. We don’t want attending a show to simply be about placing orders. We want to come away having discovered something, whether that’s an emerging brand, a product we haven’t seen before, a new trend or simply a better understanding of where retail is heading. As an independent, one of our advantages is that we can react quickly, and shows give us the opportunity to find smaller suppliers alongside established brands. That discovery element is important to us because we want customers to find things at Just Williams that they might not see everywhere else. We’ll consider other shows as the year develops, but time away from the shops has a cost, so there needs to be a clear reason for attending. Ultimately, if we come back from a show excited about something we’ve found and can’t wait to get it on the shelves, that’s probably a pretty good measure of whether the show has done its job.
Which trade shows are you planning to attend in 2027 and why?
toysnplaythings.media
Dan Lovett Manager
The Toy Box Beccles - Suffolk How are changing consumer spending patterns and rising costs impacting your business, and how are you responding?
Jamie Charman Director Snaps Games Bridport, Dorcester and Axminster How are changing consumer spending patterns and rising costs impacting your business, and how are you responding? Staying close to high-demand trends helps us maintain momentum despite increasing costs. While changing spending patterns necessitate adaptation, we’ve seen significant growth across all sales channels. We’re currently scaling rapidly with three stores opening in the last 18 months and investments in our infrastructure. We’re working hard to secure reliable supply lines for our best-selling categories to accelerate Snaps Games’ growth. While some companies may ‘batten down the hatches’, we lean into market pressures with confidence. How are retail crime and shoplifting affecting your business, and what steps are you taking to address them? Despite taking what we felt were the necessary preventative steps, we experienced a break-in this summer. We thoroughly investigated the incident and feel we’ve taken the correct precautions to prevent another attack. Shoplifting is generally very minimal in our stores. We offer a handson, personable experience that guides the customers from beginning to end, leaving a very narrow window of opportunity for shoplifting or other crime to occur. What have you bought in for Christmas, and what do you have high hopes for? We have high hopes for a mix of trading card games and fidget-based items. Our stocking strategy has focused heavily on IPs such as Pokémon, One Piece and Fuggler. We also expect a steady flow of NeeDoh, alongside products from KTL and Ravensburger.
Consumer spending patterns have been all over the place, from the explosion of interest in the 30th anniversary of the Pokémon TCG to NeeDoh and the rise of squishy toys. With the hottest summer on record, we were still selling summer products at the end of September. Price points have dropped a little, but this hasn’t affected us much so far. We’ll see how the next two months go, with rising fuel and energy costs. How are retail crime and shoplifting affecting your business, and what steps are you taking to address them? Retail crime and shoplifting are everywhere, and stopping them isn't getting any easier. We use CCTV, but I find that the traditional approach of acknowledging every customer as they walk through the door is also a good way to let potential thieves know they’ve been noticed. What have you bought in for Christmas, and what do you have high hopes for? We’re running the Toymaster catalogue again this year, so we’ve sourced nearly all of the lines in it for Christmas. I also like the look of CaDA Bricks and Pantasy, both distributed by The Hobby Company. Which trade shows are you planning to attend in 2027 and why? I'm just back from the Autumn Toymaster regional meeting, and I’m off to the KTL Showroom Event in November. In January, it's time for the good old Toy Fair. I’ll skip Spring Fair (I’ve never been to either Spring Fair or Autumn Fair, and I’ve never really felt the need to). Then it’s off to Harrogate for the Toymaster May Show.
Josh Pattison Director Pop & Pup Toy Shop Stroud How are changing consumer spending patterns and rising costs impacting your business, and how are you responding? As toy shops, we’re in a lucky position because children will always need and want toys, and our main target audience can’t shop online. We’re trying to market the experience of a toy shop rather than individual products, as that’s where larger stores and online retailers can’t compete with us. Rising staff costs mean we delayed hiring Christmas staff until the October half-term. Normally, we would recruit in summer so they’re up to speed before the rush. How are retail crime and shoplifting affecting your business, and what steps are
NOVEMBER 2026
you taking to address them? When we moved shops, we chose a location inside a centre with security, which has helped, but shoplifting adds to our costs. We mainly encounter two types of shoplifters: teenagers stealing pocket money items and squishies, who tend to leave if they know they’re being watched. We keep these products within sight of the till and position staff there during busy periods. Adults stealing high-ticket items to resell are harder to deal with. They’re quick and, when confronted, can turn aggressive. The main problem is that they don’t get punished enough. We’re part of the Stroud Safe scheme, and the same faces pop up regularly. We do everything we can: use CCTV, identify offenders, and even follow them out of the shop until the police arrive. But if the punishment isn’t there, they’ll just be back next week.
What have you bought in for Christmas, and what do you have high hopes for? Squishies! They now make up more than a quarter of our weekend sales. We’ve been creating extra space to fit in as many different types, sizes, shapes and textures as possible.
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FOCUS
PR Agencies Expert PR and marketing support under one roof Azaria www.azariapr.co.uk | amber@azariapr.co.uk Azaria is a multiple-gold-award-winning family specialist PR and digital marketing agency, with a proven track record for building toy brands and driving sales through targeted creative and engaging multi-platform campaigns. Well-known amongst the media, influencers and celebrities, Azaria is the go-to agency for all-things family and toy. Its client portfolio includes market leaders such as VTech and Leapfrog, My1stYears, ebebek and Cheeky Rascals, to name but a few. From strategy to content to execution, Azaria handles it all. Now in its 21st year as an agency, the team’s experience and expertise includes: ● Media relations ● Product launches ● Celebrities & influencers ● Social creative content and advertising ● Digital media content & advertising ● Awards ● Sampling ●
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Clients can take advantage of Azaria’s comprehensive influencer database, which combines data-driven insights and innovative tactics to produce meaningful relationships between brands and creators. Whilst its digital marketing service includes Facebook Retargeting, Google Shopping, Search and SEO, to deliver fully-rounded campaigns that drive web traffic and product sales. Azaria’s annual Family Report reveals current UK trends and market insight, confirming Azaria has the knowledge behind its expertise to deliver truly excellent results. Contact Founder and MD Amber to learn more.
Meet the PRs Reliable PR from a toy industry insider Elmer Marketing
vicki@elmermarketing.co.uk www.elmermarketing.co.uk Vicki Marler-Hausen has been running Elmer Marketing for more than eight years but has over two decades of toy and licensing industry experience to bring to the table, having worked on many fantastic launches during her career. Best known for her roles at Bandai and Bladez Toyz, Vicki is well-connected in the world of toys and media, and offers a project management service to support clients with their trade, consumer, retail, social and event needs. Vicki says: “If you’re looking for a safe and reliable pair of hands to bring a new product or brand to market, need assistance with your trade press commitments or require 40
additional help at a trade show, then please do get in touch. “I can’t imagine working in any other industry after all these years, so you’ll be getting someone who understands what makes it tick. Companies are inevitably making cutbacks in PR this year to save costs, but it is still vitally important to be seen and heard. Don’t risk losing momentum or letting PR activity slip out of your marketing mix, where there’s a will there’s a way – and Elmer Marketing is here for it!”
toysnplaythings.media
20 years of brand storytelling Kilogrammedia sam@kgmpr.com www.kgmpr.com For over two decades, Kilogrammedia has been a trusted trade PR partner at the very heart of the brand licensing industry. We have worked with brands ranging from heritage and entertainment to design and publishing, and licensees offering everything from stationery and apparel to toys and FMCG. Our clients represent the full spectrum of licensing agents, brand owners and licensees. They deserve care, commitment and expertise. And that’s what we give them. We ensure every client feels genuinely valued. Our bespoke PR planners are thoughtfully crafted to seamlessly support each brand’s unique marketing objectives. No
complex or contrived strategies here – just sharp, tailored thinking that gets results. Whether you need a long-term, integrated PR strategy, a memorable product launch complete with a show-stopping event or a perfectly timed campaign that cuts through the noise, ask us. Kilogrammedia delivers credible exposure – in the right places at the right time. We understand the licensing world because we’ve lived in it for many years – building relationships,
amplifying brand voices, and turning licensing partnerships into headline moments. Your brand has a story worth telling. We’ll make sure the right people hear it. Kilogrammedia. Your story. Heard.
The toy trade is fortunate to have a wealth of PR agencies who not only know the ins and outs of communications and building brands, but also know the industry. From product launches, trade shows and trade marketing, to influencer campaigns, digital and social media, and experiential activations, they deliver measurable results that make your brand stand out from the crowd
Making human connections in a digital world Vista Public Relations
JAP@VistaPublicRelations.com | www.vistapublicrelations.com A communications and content agency for ambitious toy, activity and play brands. Celebrating 30 years as brand building specialists, Vista combines SEO enriching digital content with emotive campaigns to drive traffic and deliver that ‘ah‑ha’ moment. This isn’t just about coverage, it’s about your brand’s context, and a status where parents want to spend their time, and their money with you. Our research arm uncovers what parents really think, feel and fear, revealing new opportunities and competitor blind spots. Our delivery is plugged directly into sales channels, ensuring content doesn’t just look good, it performs against commercial targets.
NOVEMBER 2026
Vista operates as an integrated extension of your team, bringing consistency, pace and senior counsel across PR, content and brand storytelling. We hold ourselves to the highest standards of honesty and integrity, always pushing back against the almost unstoppable forces of mediocrity. Get in touch to find out how Vista would give your brand leverage. We’d love to talk. “If you need a new PR agency, Jane and her team are incredible – Danielle Barclay, Communications Director, Micro Scooters. Contact: Jane Pavia at JAP@ VistaPublicRelations.com
41
OPINION BIRA
Stolen to order:
looking beyond the thief
This month, Andrew Goodacre, CEO of Bira, talks about why tackling shop theft means looking at who is buying stolen goods, not just who’s swiping them For years, the focus on shop theft has been on the person walking out of the door with the stock. That is understandable, because that is who our members see. But on a recent episode of our High Street Matters podcast, criminologist Professor Emmeline Taylor, from City St George’s, University of London, made a point that has stayed with me: we also need to ask who is waiting at the other end. Professor Taylor’s research for the National Business Crime Centre looked at where stolen goods end up. What she found is uncomfortably simple. Thieves who sell something after the event typically get around a third of the retail price, but those with a buyer already lined up get at least half. That is a powerful incentive to steal to order,
and it explains why offenders are increasingly working from shopping lists rather than grabbing whatever If we can they can carry. Many are stealing to feed a drug addiction, and the close off the people placing the orders get far market for less attention than the thieves do. stolen goods, In the year to March 2026, the we make theft ONS recorded 507,086 shop theft offences, down 4% on a record of less attractive around 530,000 the year before. I to the welcome any fall, and police forces organised deserve credit for the effort they have criminals put in. But Professor Taylor likened recorded crime to an iceberg, and I behind it think that is the right picture. Industry Andrew Goodacre, estimates put the real number of incidents in the millions, and a 4% CEO, Bira fall may reflect shifting reporting practices rather than less crime. In our own survey in June, more than 45% of members who experienced theft told us they did not report it. When I ask why, fatigue is part of the answer, but it is fatigue caused less by the sheer volume of crime than by the perceived lack of action. Retailers take the time to report, copy the CCTV and gather the evidence, and then find the police may not attend. It does not take many experiences like that before confidence goes. I believe the police want to bridge that gap, and reporting has become easier, but too many retailers still feel they are Call: 0800 028 0245 out on their own. Visit: bira.co.uk The third part of the puzzle is the rise of illicit
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shops on our high streets, selling stolen, counterfeit and illegal goods. They put off good customers, they bring antisocial behaviour with them, and legitimate retailers simply cannot compete on a level playing field. They are also harder to challenge than a lone thief, because they are more organised and more intimidating. If we can close off the market for stolen goods, we make theft less attractive to the organised criminals behind it. There are encouraging signs. The government has extended the time a shop can be closed from three months to six, which is very welcome, and I would like to see landlords held to account too. You do not want an empty property, but you do not want a bad tenant either. Bira sits on the Retail Crime Forum and is part of work streams on the Retail Crime Action Plan, looking at product tagging, education and easier reporting. There are also two things you can do. The Metropolitan Police told me that if you suspect a shop is trading illegally, you should report it anonymously through Crimestoppers rather than the normal system, and they will pass it to the police. And Professor Taylor’s advice is to get involved with your local Business Crime Reduction Partnership, Business Improvement District or neighbourhood policing officer. Offenders do not like visibility or shared intelligence, and that is what turns a one-off incident into a pattern the police can act on.
toysnplaythings.media
IN FOCUS
Proud Penguin
Proud Penguin
takes flight
Founded by toy industry veteran Gary Wilmot, Proud Penguin is reimagining the classic animal figurine. Made from a bio-based alternative to traditional PVC, each toy comes with a Digital Product Passport that gives shoppers insight into where and how the product was made – proof that quality play doesn’t have to cost the Earth
NOVEMBER 2026
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At the core of the range is a certified bio-based TPE developed as an alternative to traditional PVC
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Proud Penguin has rebuilt the classic animal figurine from the material up, replacing PVC with a certified biobased alternative. Founded by toy industry veteran Gary Wilmot, the brand launched in August 2026 after several years of development with the aim of offering retailers a familiar, proven play category made in a more responsible way, without compromising on detail, durability or play value. The first collection features 28 animals across three ranges, Wild Zone, Marine Life and Age of Dinosaurs, with figurines retailing at a variety of affordable price points. Further collections are planned for spring 2027, notably farm animals under the Green Barn range. Each figure introduces a real species and its habitat, and all products are EN 71 tested and approved for children aged three and over. The chimpanzee figurine, for example, was developed over more than three years to meet both safety and performance requirements. At the core of the range is a certified bio-based TPE developed as an alternative to traditional PVC and supplied by materials partner Technaro. The compound blends plant-based inputs, including used cooking oil, with mineral elements to create a material suitable for injection moulding. Biobased content is currently a minimum of 34 per cent, with scope to increase this over time. The material provides
the flexibility needed to mould detailed animal forms while remaining robust enough for heavy play, and the figures are designed to last and be passed on. Each is decorated with water-based paints and finished by hand. Reaching this point took time. Early trials of fully recycled and fully biobased materials proved either too brittle or incompatible with waterbased paints, adding around a year to development before the current blend was finalised. The figurines are produced, packaged and distributed from Nani s.a.r.l. in Tunisia, an ICTI-certified facility with a 45-year history in toy manufacturing and audited social and safety standards. The nearshore model shortens transport distances compared with traditional Asiabased supply chains and allows closer oversight of production. Key material inputs are traced back to European suppliers, and both the material and the production facility are ISCC Plus certified, an accreditation covering sustainable, traceable and deforestation-free supply chains. For retailers, this means the brand’s environmental claims are independently verified at a time of growing scrutiny around green marketing.
Giving back Proud Penguin is a member of 1% for the Planet, donating 1 per cent of annual revenue to environmental protection. It is also developing a takeback initiative that will invite customers to return unwanted figurines to be refurbished and redistributed. While the material is not yet widely recyclable, and work on this continues, take-back combined with the durability of the product supports a longer lifecycle
Every figurine also carries a Digital Product Passport, giving shoppers access to where and how the product was made, the origin of its materials and its carbon footprint. The multi-language platform includes facts about each animal, conservation information and the chance to vote for future figurines, giving the product a story at shelf and a point of engagement after purchase. Alongside toy retail, Proud Penguin is expanding into channels where its wildlife focus fits naturally, including zoos, safari parks, aquariums, garden centres and animal charities. The full range is also available at proudpenguin.co.uk, which includes a dedicated retailer section. The 2026 launch has been supported by a paid influencer campaign, full-page advertising in The Green Parent across its September/ October and November/December issues, and a further wave of creator content running through October.
For more information about Proud Penguin’s 2026/2027 portfolio, contact Gary Wilmot on gary@proudpenguin.co.uk and visit proudpenguin.co.uk 43
FEATURE
ECO-FRIENDLY TOYS From plastic-free packaging to sustainably sourced manufacturing materials, eco-friendly toys give consumers more choice over what they buy for little ones. With retail buyers seeking ethically-made and sustainable toys – and consumers voting in favour with their wallets – we find out more
The sustainable
choice
Toy companies are increasingly “The RHS builds much of its licensed stepping up efforts to reduce offering around these principles their impact on the environment, sustainability is a strong part of the in line with the shifting consumer Gibsons offering, for example - and it desire to minimise waste, lower would be good to partner with other carbon footprints and play their toy suppliers who share those values. part in reducing damage to the We’re also keen to encourage Britishenvironment. From plastic-free made, craft-led offerings.” packaging and soy-based inks, to But do sustainable credentials sustainably sourced manufacturing move the needle with consumers, materials such as FSC-certified particularly when price, play pattern wood and recycled plastics, greater and a recognisable license remain numbers of eco-conscious toys the key drivers behind buying are hitting shelves every year – but decisions? Liz Ireland, Founder and buyers would like to see more. Managing Director of Bigjigs Toys, For Alexa Blackmore, Group Gift says they do. and Christmas buyer at The Gardens “Today’s parents are actively seeking Group, sustainability makes a toy durable, planet-friendly alternatives to brand more appealing – both when plastic toys,” she says. “By embedding making buying decisions and for the sustainability into every stage of group’s customers. production, Bigjigs Toys “The toy and games delivers classic wooden Today’s range at each of our ranges that look beautiful on parents are garden centres is display while driving steady, highly considered, reliable margins for trade actively seeking sustainable, and durable, planet- customers.” compact,” she Alex Woolfstein, a TnP friendly says. “Firstly, I look Toy Tester and parent to alternatives to for items that are Elizabeth, 4, and Tommy, environmentally 2, said: “We try to live as plastic toys friendly and sustainably as possible, Liz Ireland, sustainable, so recycling where we can Founder and anything made from – cycling where we can! Managing Director, recycled materials Top toy brands for us Toys Bigjigs or that doesn’t use have been Le Toy Van, disposable packaging Bigjigs and The Puppet always catches my eye. I also seek Company, which is a favourite in out products that have a connection our house. You can’t live your life to British wildlife, gardening, and obsessed with it, and not all the nature, as these can be a perfect toys we buy the kids are ecoway to educate the next generation conscious, but they are some of the - while also being fun and beautiful.” best. And it definitely does make a Georgia Grout, Category Buyer, difference when choosing between Toys, Local and Bespoke, RHS, similar toys at the shop, whether agrees, but would like to see a greater cuddly animals or pretend play variety of playthings on the market. toys. If nothing else, it makes us “I would love to find more parents feel a little less guilty about sustainable, ethically made toys adding to the piles of toys slowly and games that are truly affordable taking over the house – and that can and appealing to children,” she says. only be a good thing.”
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A sustainable, lasting legacy BIGJIGS TOYS orders@bigjigstoys.com bigjigstoys.co.uk For over 40 years, Bigjigs Toys has proved that high-quality play and environmental responsibility go hand in hand. At the heart of its ecofriendly offerings is the Summer Cottage Doll’s House. Crafted from sustainably sourced wood, this charming home features an open-plan layout, functional doors, and pastel detailing designed to inspire storytelling. To maximise basket value, retailers can offer the wooden furniture sets separately or as a complete bundle, while the Garden Set serves as an engaging standalone add-on. To bring the home to life, Bigjigs Toys offers a range of wooden family dolls with flexible arms and legs, including the Generational Family Dolls. Made from natural materials and flexible cord, these durable figures nurture empathy and social development through imaginative role play. Bigjigs’ commitment to the planet extends far beyond the playroom floor. Bigjigs Toys crafts its toys from sustainably sourced wood, designed to be passed down through generations. Furthermore, the company enforces a zero-tolerance policy on plastic packaging for all new releases, using recycled materials printed with natural soy inks. Behind the scenes, warehouse operations are powered by a 50kW solar system, ensuring that every product on retailers’ shelves supports a greener supply chain. By offering trade customers toys that combine timeless heirloom quality with zero-plastic packaging and sustainable manufacturing, Bigjigs Toys makes it easy to meet growing consumer demand for eco-conscious play. Stocking these sustainable staples ensures stores delives screen-free fun that parents feel good about buying, securing strong retail returns across every season.
Friends of nature BRAINSTORM 01200 445113 | sales@brainstormltd.co.uk brainstormltd.co.uk The ever-popular Eugy models are made from environmentally friendly, sustainable card with eco-friendly ink. The collectable phenomenon now includes over 130 models for children to create and collect. Easy to make by following a simple number sequence, the 3D Eugy figures are assembled using non-toxic glue. New models include Kea, Brown Kiwi, Bighorn, Quokka, Octopus, Goliath Beetle, Gannet and Koko Tui. The range has also been innovated further with the launch of the brand new Eugy Door Hangers, inlcuding a Holstein Friesian Cow, Unicorn Sky, Red Dragon and Shark.
toysnplaythings.media
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FEATURE
ECO-FRIENDLY TOYS
100% recycled,
100% huggable KEEL TOYS 01233 506363 sales@keeltoys.com keeltoys.com
Perfect for animal lovers PROUD PENGUIN gary@proudpenguin.co.uk proudpenguin.co.uk Proud Penguin is taking eco toys to the next level, with a herd of hand-painted animal figurines that look, feel and play like the classics, minus the PVC. Currently split into three categories, the range sees Wild Zone take a large proportion of the action. Little hands can line up an African Elephant, Black Rhinoceros, Silverback Gorilla, Giraffe, Giant Panda, Sloth and Grizzly Bear, and the adult and baby pairings, the Hippopotamus and its chubby-cheeked Calf, the Polar Bear and Cub, and the Lion and Lion Cub, are perfect for building animal families and for add-on sales at the till. Dive into Marine Life and there is a Sea Turtle, Dolphin, Great White Shark and Killer Whale to explore, whilst over in Age of Dinosaurs every child’s first obsession is covered, with a Tyrannosaurus rex, Triceratops, Stegosaurus, Velociraptor and Pteranodon. Every animal comes with its own story too. Scan the Digital Product Passport and kids can meet the real species, find out where it lives and why it matters, while grown-ups can check exactly where the toy was made and what it is made from. Behind the fun is some serious substance. Each figurine is made from an ISCC Plus certified bio-based material, handpainted with water-based paints at an ICTI-certified factory in Tunisia, and EN 71 tested for ages three and up. Built tough enough to be passed down through the family, these are toys designed to stick around, with 1 per cent of annual revenue going towards protecting the planet the animals call home.
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Keel Toys is adding more soft toys and collections to the 100 per cent recycled, 100 per cent huggable Keeleco range. Each Keeleco soft toy is crafted from 100 per cent recycled polyester derived from plastic waste, giving it a second life and reducing energy consumption. Since launching Keeleco six years ago, Keel has recycled well over one billion water bottles, transforming them into toys. The fastest selling Keeleco collection is the beautiful Enchanted World range. Released earlier this year, the current 12 friends, including popular Deer, Cream Bunny and Highland Cow, have become beloved by retailers and consumers across the world. Keel is introducing six new animals to the range, all made from a luxuriously soft eco polyester, 100 per cent recycled polyester fibre fill and 100 per cent recycled glass beans. Enchanted World Spotty Pig, Horse, Crocodile, Elephant, Cloudy Leopard and Sugar Glider are excited to meet the original dozen, however they can’t wait to find their forever homes with retailers’ customers. Twelve of these character are also getting a mini makeover, and brand-new to the range is Keeleco Tumble foot: a range of bears and bunnies available in cream, brown and pink.
A greener puppet playtime THE PUPPET COMPANY 01462 446040 | info@thepuppetcompany.com trade.thepuppetcompany.com The Puppet Company has long been demonstrably eco-conscious, with both its puppets and soft toys (from its Wilberry Soft Toys division) produced as sustainably as possible. Indeed, it already has many ranges that are explicitly eco-focused. The Wilberry Eco Cuddlies and Wilberry ECO Comforters, for example, use 100 per cent recycled plastic bottles in manufacturing and feature embroidered eyes. They are all soft, charming and huggable, suitable for the very young upwards – and varied, ranging from dogs and cats to sloths and dragons. Variety is also key among the puppet ranges. The much-loved ECO Animal Puppet Buddies and the ECO Walking Puppets offer dozens of styles and endless play value. The Buddies range now includes the brand-new Puffin, Bear, Red Panda and Dragons. As for the company’s best-selling Eco Sockettes ranges of bright, smiley sock puppets - among the company’s most popular ever ranges - new Christmas characters are set to be festive favourites.
toysnplaythings.media
CONSUMER
INSIGHT
Hands-on play is ageing up Hands-on play is often treated as a preschool category, but new TrendLens data shows it holding strong appeal well into middle childhood - if the toy gives kids something to do, says Sophie Tanner, VP Marketing, The Insights Family
Construction play: a brand for the long middle Lego is the favourite toy of 14 per cent of UK kids aged 3–12. That is up from 13 per cent in the previous quarter and ahead of its 360-day reference level of 11 per cent. The age curve is more instructive. Lego peaks at 17 per cent among 6–9s and is still chosen by 15 per cent of 10–12s, a shallow decline across the years when kids’ tastes move fastest. Construction play holds at this age because the challenge scales with the child. The same bricks support a first model and an ambitious build, and older kids get the satisfaction of mastering something and a finished piece to show for it.
Social play: the card table as a meeting point
Uno tells a related story through a different kind of play. Ten per cent of kids list it among the board games they have played recently, up from 9 per
NOVEMBER 2026
What this means for the industry
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Past the age of nine, kids stay engaged with what gives them a clear reason to take part
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The toy industry tends to see hands-on play as something that appeals mainly to the youngest kids. The latest UK and ROI edition of TrendLens, The Insights Family’s quarterly intelligence report, suggests a broader view. Across construction, social and sensory play, some of the strongest appeal sits with kids aged 6–12, and in two of the three cases it peaks among 10–12s. As kids grow, they appear to become more selective about what a toy asks of them, and more drawn to toys that invite real involvement. Each finding below compares the latest 90 days from July–September with the previous 90 days April–June and with a 360-day reference period.
Sophie Tanner, VP Marketing, The Insights Family
cent in the previous quarter and 6 per cent a year ago. Play peaks at 12 per cent among 10–12s. Uno needs little set-up time or skill, and that is its strength. It is quick to learn and easy to bring out with friends or family, and it runs on the kind of rivalry older kids enjoy. For kids approaching their teens, it offers an easy way to spend time together, and one that works across generations at home.
Sensory play: comfort moves up the age range
Squishy toys are the smallest of the three movements and perhaps the most revealing. Six per cent of kids name them as a favourite, up from 2 per cent in the previous quarter. While the low starting point makes the current level more informative than the relative growth, the age split shows that their appeal extends beyond younger kids. Eight per cent of 10–12s and 7 per cent of 6–9s name squishy toys, against 1 per cent of 3–5s. A tactile format the industry has tended to link with younger kids is finding its audience among older ones. Part of the draw is likely sensory: something to hold and squeeze while doing
homework or winding down. Part is social, with collectable designs that pass around playgrounds and circulate online.
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Lego, Uno and squishy toys each offer kids a distinct way to take part: building, playing together and sensory comfort. Each works through what kids do with it, whether or not a licence is attached. These forms of play sit comfortably within kids’ wider entertainment lives, and the brands that do best are often the ones that connect them, with content and digital experiences that send kids back to the physical product. Recognition can win a child’s first look, but it rarely sustains interest on its own. Past the age of nine, kids stay engaged with what gives them a clear reason to take part, whether that’s something to build, someone to play with or something to hold. A brand built around that kind of participation has room to grow with kids rather than be outgrown by them. 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. Covering 22 markets, each edition delivers a 90-day read on what’s moving, what it means and what’s worth paying attention to. To get access, speak to our team at theinsightsfamily.com/contact or join our free monthly webinar series, TrendLens Live, on the last Wednesday of every month. The Insights Family, Kids UK, aged 3-12, July– September 2026 n=1,657 vs. April–June n=1,617
SPOTLIGHT
FASHION AND BEAUTY
Model behaviour
DEPESCHE info@depesche.com depesche.com
TopModel by Depesche follows the glamorous world of 15 model friends and their ever yday lives. In four lively and colourful shared flats , the girls and their pets are in for lots of exciting adve ntures. The range includes a variety of cute sticker books, creative Dress Me Up books, bags, accessories and beauty and style ideas. And for kids who want to put on make-up like the grown-ups, don‘t miss the Beauty and Me products from TopModel. Little princesses can try things out and discover their very own style with an extraordinary selection of make-up sets, beauty accessories, bath products and lip gloss sets.
Get ready with me From dolls to jewellery, make-up, crafting, and accessories, fashion and beauty has long been a cross-category theme that drives sales and keeps kids interested in the toy aisle later into life. With the rise of GRWM (get ready with me) videos, make-up tutorials, shopping hauls and outfit of the day shorts, viral moments are driving trends across the theme in toys. Here we spotlight just a few of this season’s hottest looks
Fashion icon JUST PLAY uksales@justplayproducts.com Kids can step into the world of Barbie and enjoy hours of fun styling her with Just Play’s beautiful collection. A hero line is the large Barbie 28-inch Fashion Doll that comes in a sparkly dress with a layered tulle skirt, glittery trim, and pink wedge heeled boots. Barbie’s blonde hair can be styled in ponytails, braids, or fancy updos and the doll features articulated arms, wrists, elbows, and legs, perfect for imaginative play and dress-up fun. Coming soon, the Barbie Small Styling Head features 20 accessories, including a brush, hair beads, barrettes and hair ties. Children can create chic updos and colourfully decorated looks for Barbie or braid her hair – they can even match their hairstyles to Barbie’s, sharing her accessories. For more styling fun, children can make Barbie look like she’s just stepped out of the salon with the Barbie Deluxe Styling Head, featuring more than 20 accessories. For hair styling, there’s a curling iron, hair extensions, scissors, brush and hair ties, while barrettes and plug-in gems can be used to create clip-in accessories. Budding beauticians can use a nail applicator to change the colour of Barbie’s nails, or they can try out nail art by decorating them using fun nail decal stickers.
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Giftie keeps on giving CHARACTER OPTIONS 0161 633 9800 sales@charactergroup.plc.uk character-online.com Young crafters can create their own bespoke wearable, shareable accessories with the newest innovation from Giftie. The new Giftie Picture Bracelet Maker builds on the success of the Giftie Badge Maker, one of Q4’s top toys. As with the Badge Maker, children can use the Picture Bracelet Maker to create their own unique, personalised accessories. Children can use the Giftie App to create customised square picture beads featuring their own printed images or drawings, which are threaded onto elastic with Giftie beads and normal beads to create a bracelet. The unique accessories which they create can be worn or given as a ‘giftie’ to friends and family. The Bracelet Maker is accompanied with all the accessories which young crafters need to get started, including bead covers and backs, elastic for threading, and pre-cut template sheets.
17 toysnplaythings.media
In perfect Harmonie SANTORO 020 8781 1100 sales@santoro-london.com santorotrade.com
Mirror, mirror… MGA ENTERTAINMENT 07488 335251 | mgae.com Each of MGA Entertainment’s six Mirror Mi fashion dolls embodies a signature emotion through their own distinctive personality, point of view and style. The dolls feature highly detailed fashions, long-rooted hair, premium styling, 15 points of articulation and collectible accessories, giving fans an opportunity to recreate their favourite looks, express their own style and bring the characters’ stories into their own world. At the heart of the Mirror Mi universe are six characters: Blaze Maxx – Electric is tough, outspoken and brave; Amora Valentina – Love has the biggest heart of the group and sees the good in everyone; Luna Skye – Dreamy embodies the whimsical, the imaginative, and always has her head in the clouds; Akiko Kittyama – Cozy is the ultimate comfort queen, whether she’s planning the perfect chill day or giving out a big hug; Shai Meadows – Sheepish is sweet, quiet, and gentle; and Suki Goldpetal – Fragile is sensitive, soft-spoken, and seemingly delicate, but has a powerful creative spirit. The girls have been brought to life with a new cinematic music video that gives fans their first look at how these six different personalities interact, bringing their friendships, fashion and emotional journeys together in one energising story. The video follows the six characters as they pursue their creative passions, navigate friendships and embrace the emotions that make each of them unique. It marks the start of a growing entertainment universe, with stylised music videos and an animated short-form series launching later this year, giving fans more ways to follow the characters, their relationships and their emotional journeys.
NOVEMBER 2026
Harmonie Lane is the vibrant girl-focused brand built around friendship, creativity, music and self-expression. Featuring 10 unique characters, each with their own personalities, interests and styles, Harmonie Lane offers a refreshing and contemporary world designed to resonate with today’s generation that seek relatability and screen-free play. At a time when many children’s brands are increasingly focused on digital experiences, Harmonie Lane stands apart by championing creativity in the real world. The collection features a mix of craft kits, activity books, design-led stationery, and novelty accessories that inspire imagination and self-expression. Products range from friendship bracelet kits and dreamcatcher kits to outfit design books and playful stationery favourites such as shaped notebooks, unique pencil cases, and novelty pens. Adding another dimension to the brand, Harmonie Lane also introduces an original music component, with a compilation album of original songs designed to bring the characters and their world to life in a fresh and engaging way.
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SHOW REVIEW
BRAND LICENSING EUROPE 2026
Brand and deliver Another record-breaking year for BLE drew 85 new exhibitors, and 1000+ retailers to Excel, London Another record-breaking BLE brought the international licensing community to Excel, London in October for three days of deals, brand extensions and discovery. “What an amazing show this has been,” said Ella Haynes, BLE Event Director. “Everyone is talking about how busy and buzzy it has been and - more importantly - how everything feels elevated.” Exhibitor numbers hit their highest ever levels for the long-running event, with 325 companies taking to the show floor, from IP-owners to licensees, agents, designers and service providers. Everyone Attendee numbers and quality were on is talking par with 2025’s levels, and international about how attendees rose by 6 per cent. “I’m ecstatic we have maintained the busy and incredible levels of attendee numbers buzzy it we achieved last year,” Ella said. “It’s has been important for me to stress – we don’t and… how chase volume for volume’s sake at everything BLE. Our focus is always on quality feels elevated and ensuring that every single visitor Ella Haynes, that walks through the door is relevant BLE Event and qualified. We are here to provide a platform to bring potential partners Director together, and that means making sure our visitors and exhibitors are only meeting people who are 100 per cent relevant to their business.” There were 85 brand-new exhibitors on the show for 2026, among them Posh Paws, spotlighting its popular Kawaii Kuties license. The brand has found early success in gifting and accessories, Steven Russell, Posh Paws’ Marketing Manager, told us, and there are opportunities to expand the brand further afield. “It’s our debut as an exhibitor at BLE this year,” he said. “It’s a really exciting time for the Steven Russell, Marketing Kawaii Kuties brand.” Manager, Posh Paws with Another toy industry favourite, Kawaii Kuties Sylvanian Families, was also
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on the show floor for the first time. Phil Hooper, Managing Director at Epoch Making Toys, told us: “This year felt like the right time for us to be here as an exhibitor. We are taking a measured, carefully considered approach to licensing, and we want to ensure we work with likeminded partners who share the same perspective on quality and doing things the right way – and already we’ve had some very promising meetings. “There are so many brands here at the show, but it’s been great to see the reaction from those wandering the stands. As they come round the corner, their eyes light up when they see Sylvanian Families. That’s the appeal; it holds a very special place for so many.” The wider picture was of licensing growth across Europe. Licensing International’s annual survey, conducted by Brandar Consulting, found that global sales of licensed products and services reached $389.9bn in 2025. Europe accounted for $82.4bn of the total market, an increase of 3.8 per cent. In promising news for UK toy companies, entertainment and character licensing accounts for 58.4 per cent, an outlier in Western Europe where the average is in the mid-40 per cent range. According to License Global’s findings, brand owners place toys and games as the third most important category to watch in the coming 12 months,
behind only fashion and food and beverage, both of which also saw strong growth. In terms of trends, food and beverage and video games are expected to make the biggest waves, said Elizabeth Phil Hooper, MD, Foster, Licensing Epoch Making Toys International’s with Sylvanian VP of Families’ BLE debut Content and Communications. “They are a big driver across property trends and product types,” she said. “That’s across Millenial and Gen Z consumers, so we can expect that growth to continue.” Books and crafts are becoming more popular with younger generations as an alternative to screen time. “And that’s a desire from them, not just their parents,” Elizabeth revealed. Anime is hotly tipped as a driving force in the coming years. In Germany, anime toy sales are up 15.8 per cent, and in France, 14.6 per cent. Brand Licensing Europe returns to Excel London slightly earlier in the year than usual in 2027, running 2830 September.
Unmissable for retailers Over 1,000 retailers were among this year’s attendees, including Hamleys, Argos, The Entertainer, and Aldi, as well as European retail giants Carrefour and El Corte Inglés. BLE’s Director of Retail, Laura Freedman-Dagg, said: “We are delighted with the quality and diversity of retailers attending BLE this year… It’s this breadth which makes this event such an exciting and dynamic place to be – there really is a brand for every fan, which means a wealth of options and opportunity for retailers of all shapes and sizes.”
toysnplaythings.media
DON’T MISS… Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now! Baby Desk ig Business Product: B VTech Company: 555545 Tel: 01235 echeu.com e.sales@vt d a tr Email: .co.uk Web: vtech
teve d Armour S a – Diamon m ra io D ft inecra Product: M ollection he Noble C T y: n a p Co m n.com 80 4442 lecollectio Tel: 020 75 le.uk@nob sa le o h w : Email .co.uk collection Web: noble
sitting plush Product: The Traitors 12-inch s Paw h Pos y: Compan Tel: 01268 567317 ational.co.uk Email: sales@poshpawsintern o.uk Web: poshpawsinternational.c
res of he Adventu me Product: T g Board Ga Sightseein n to g in d d Pa Games University Company: 0 10 54 0 Tel: 0207 2 s.co.uk rsity-game e iv n u : b e W
Product: Uno Canvas Spice Girls Company: Mattel Tel: 01628 500 000 Web: mattel.com
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