Chairman Malcolm Naish
malcolm@lemapublishing.co.uk
Managing Director
Mark Naish
mark@lemapublishing.co.uk 01442 289953
Sales Director
Claire Naish claire@tnpmedia.co.uk 01442 289937
Editor Rhys Thomas rhys@lemapublishing.co.uk 07902 396525
Retail Editor
Clare Turner clare@lemapublishing.co.uk 01442 289941
Production Director
Paul Naish paul@lemapublishing.co.uk 01442 289933
5 Editor’s Letter with Rhys Thomas
6 News
All the latest news and hot topics in the industry
14 What’s New
The best new products you will want to see
34 Trade Talk
Leading industry figures tell us how they see the festive season shaping up for suppliers and retailers and what their predictions are for keeping ahead of the competition
50 Don’t Miss
Great toys and ranges worth stocking
Lema Publishing Ltd Unit 1
16 Cover Story
Founder and Managing Director Liz Ireland of Bigjigs tells all on their recent expansions and acquisitions strengthening the company’s product offering, and what to watch for next year
20 BLE Review
Editor Rhys Thomas reports back on how licensing is shaping toys – and vice versa
32 Countdown to Toy Fair
Rebecca Deeming-Mitchell, Senior Communications & Events Manager of the BTHA shares an early sneak peek of the 2026 London Toy Fair activity
38 Meet The PRs
The leading PR companies creating the great content and services that you need to ensure your marketing strategy works
26 Q1 Ranges
Broomstick Industrial Estate High Street Edlesborough, Buckinghamshire LU6 2JA
We take a look at this critical sales period for the toy market and showcase the best of the new toys coming in 2026
48 Fashion & Beauty
The popular fashion and beauty products and trends coming through this ever-popular toy space
40 Toy Tester
Joe (8) explains why the Just Play furReal Coco the tumbling Panda made it top of his Christmas wish list
18 Hobbycraft
Joseph Pulfrey, Senior Buyer at Hobbycraft tells us about the most challenging and rewarding parts of his job and why London Toy Fair is the show he feels he gets the most out of
44 Imagine That Toys
Following a devastating fire that could have ended it all, Gwen Ottenberg, owner of Imagine That Toys in Kansas chats about her varied career in the ‘business of fun’
42 The Insights Family
Adam Woodgate, VP Research Solutions at The Insights Family looks at rewind culture, a nostalgia-fed phenomena leading Gen Alpha’s toy choices
51 Retail Opinion
Retail Guru John Ryan talks about the Golden Quarter and what comes next
More big news this month, mostly coming from the licensing industry thanks to BLE a few weeks back. In an unprecedented move, Netflix has named both Mattel and Hasbro as the co-master toy licensees for the streamer’s runaway success Kpop Demon Hunters. Each of the toy giants will focus on the categories they do best - the thinking being get innovative, quality product onto shelves while the iron is hot and demand is there.
Marian Lee, Chief Marketing Officer, Netflix, said: “Netflix, Mattel and Hasbro joining forces on this first-of-its-kind collaboration means fans can finally get their hands on the best dolls, games, and merchandise they’ve been not-so-subtly demanding on every social platform known to humanity.”
busy prepping a new, bigger unit to accommodate a showroom and fulfilment operation for its burgeoning e-commerce business. It’s an impressive operation.
Craft Buddy’s operation is growing at such a pace that the team have been busy prepping a new, bigger unit to accommodate a showroom and fulfilment operation for its burgeoning e-commerce business
Elsewhere in licensing, BLE brought some interesting insights into the spotlight with its first ever press briefing. Team TnP were on the scene to learn more about the data behind licensing’s influence on the toy trade - particularly with the kidult crowd, which is driving a great deal of the industry’s wider growth. Read our full report on page 20.
Our cover star this month is Bigjigs Toys, a by-word in the industry for evergreen, wholesome and beneficial play. Founder and Managing Director Liz Ireland shared how the team keeps product faithful to that ethos yet fresh, how recent expansions and acquisitions strengthen the company’s product offering, and what exactly makes a Bigjigs toy a Bigjigs toy. There’s a great deal to learn about the company and its upcoming product slate - and why it continues to thrive 40 years since its founding - no mean feat in the age of consolidation. Head to page 16.
A big thanks to the Craft Buddy team for inviting us down to their showroom last month for a sneak peak at their 2026 line-up. It will be the last time retailers and press visit the space. Craft Buddy’s operation is growing at such a pace that the team have been
The company has announced some big licenses over the past few months, so it was great to see early product concepts for the likes of Hello Kitty, and Hasbro’s range of global hits, like Transformers and Peppa Pig. No pictures of course - there are licensor approvals involved - but I was allowed to grab a snap with Hello Kitty herself. And a final shout out to the Craft Buddy hospitality; they make sure you’re fully refreshed for the long road home.
”
We also caught up with the BTHA’s Senior Communications & Events Manager, Rebecca Deeming-Mitchell, as the countdown to Toy Fair 2026 begins. There are less than three months until the show opens its doors, and with a new app launching to make everyone’s time at the show stretch that little bit further, there’s plenty to look forward to. Find out more about the digital companion, plus how they’re going the extra mile to support newcomers and start-ups in the Gold Zone, on page 32.
on page 32.
December looming on the horizon, now is the
And finally, with December looming on the horizon, now is the time for suppliers to begin sending in editorial for the next
issue. With both a December issue and bumper January 2026 issue headed for the printers before the Christmas break, our deadlines are a little earlier in the month than usual. To be part of the December issue, please get in touch with myself at rhys@lemapublishing.co.uk before mid-November. And to get ahead of the crowd, contact Claire Naish at clairenaish@lemapublishing. co.uk, to learn more about our editorial and commercial opportunities for the January issue, with full previews and show guides for London Toy Fair, Nuremberg Toy Fair, Spring Fair and New York Toy Fair. We’re going to be rather busy!
Hamleys has shared its picks for the top toys for Christmas 2025, underscoring a “growing cultural shift towards simplicity” alongside continued appetite for tech innovation.
Hamleys’ senior buying team honed their festive recommendations to 15 top choices. They range from tactile comfort, uncomplicated and nostalgic fun, to hi-tech lines including a robotic Toy Story Woody, a zippy remote controlled drifting car and an AI powered football skills game.
Lego Marvel Spider-Man vs. Doc Ock Subway Train
Scene Set, Lego
Roblox Dress to Impress fashion dolls, Click
TY Bouncers, Ty
L.O.L. Surprise Magic Flyers, MGA Entertainment
Hamleys Market Place Food Pizza Slice, Hamleys
Strikesphere Soccer Dash, Golden Bear
Human Controller, Tomy
Robosen Mini Robot - Toy Story Kit – Woody, Robosen
One Piece Egghead Arc Series, Mighty Jaxx
Micro Drift RC, Hamleys
Star Wars Power Crystal Lightsaber, Hasbro
Evie with Blanket, Character Options
Sky Trails: S1 Starter Kit, Playmobil
Wooden Hamburger Stacker, Hamleys
Hamleys Bertie Heritage Teddy Bear, Hamleys
The BTHA represented the toy industry at this year’s Labour Party Conference fringe event to provide insight and guidance over issues with online marketplaces in the UK.
Kerri Atherton, the BTHA’s Head of Public Affairs (pictured), was a panellist at the event to discuss the next steps to reduce harmful goods flooding online sales platforms. The BTHA is also
supporting the Intellectual Property Office’s Fake Toys, Real Harms campaign launched this autumn to raise awareness and help families protect children from unsafe products.
The Entertainer is partnering with Modella Capital to pilot its Toy Box Retail Solution at a limited number of Hobbycraft and TGJones stores.
The trial is rolling out to six Hobbycraft stores and six TGJones (formerly WHSmith) locations.
The new partnership is the latest extension to The Entertainer’s Toy Box Retail Solution, following deals with other non-specialist multiples such as Tesco, British Garden Centres, and online greetings and gift retailer Moonpig.
“The nature of our partnership, where we will be supporting the Modella team to execute their toy offer under a third-party toy retail brand, is further evidence of the versatility of the Toy Box services we are uniquely able to offer all types of multicategory retailers across the world,” said The Entertainer CEO Andrew Murphy.
Joe Price, MD of Modella Capital, said: “This agreement with The Entertainer is part of our strategy to broaden the ranges and categories that are on offer to customers who visit TGJones and Hobbycraft stores.”
Toys at TGJones are fulfilled through a Toys R Us concession.
A shocking 90 per cent of the toys purchased through online marketplaces including Amazon, Ebay and Temu for a recent BTHA investigation failed to meet stringent UK toy safety requirements, posing a real threat to children.
Kerri was joined by other representatives from Which?, Electrical Safety First, and the Chartered Institute for Trading Standards, all calling for robust secondary legislation, greater accountability and proactive requirements for online marketplaces, underpinned by effective enforcement. The campaign follows an investigation by Trading Standards, which found dangerous counterfeits across the entire toy market – from action figures with toxic paints to cuddly plush toys stuffed with materials that could cause breathing problems.
Sean Toal, Chief Executive Officer of TGJones, said: “This new and exciting partnership with The Entertainer allows us to grow our existing range of toys in TGJones stores. Our customers already love our toy range and I’m sure this partnership will continue to grow the category at TGJones.”
Alex Willson, Chief Executive Officer of Hobbycraft, added: “Working with The Entertainer allows us to bring customers something new and engaging, while staying true to our focus on inspiring creativity and delivering memorable experiences. The launch of a toy section in selected locations expands our offer in an exciting way, giving families more reasons to visit, shop, and enjoy a wider range of products designed to spark imagination across all ages.”
The DreamToys top toys for Christmas list, as chosen by a panel of industry experts, will be unveiled on Tuesday, 11 November in central London.
The list will be announced at an inviteonly event at Noho Studios, 46 Great Titchfield Street, London W1W 7QA, with festivities kicking
off at 9am and running throughout the day.
The DreamToys Christmas list is the most authoritative prediction of what are expected to be the hottest new toys on the high street this festive season. It is the only list selected by an independent panel of toy retailers and toy experts from small independents to large national chains.
Last year’s event was hosted by DreamToys ambassador Helen Skelton, with 20 toys making the list. “The list lets us all know what kids are hoping for this Christmas so we can get gifts they will play with time and time again,” Helen said of the 2024 Christmas showcase.
Hasbro’s third-quarter revenue grew 8 per cent year-on-year according to its earnings report, with operating profit of $341 million, a 13 per cent rise from the same period in 2024.
A primary growth driver was Magic: The Gathering, the trading card game from Hasbro company Wizards of the Coast. Magic revenue soared by 55 per cent YoY, driven by in-universe set Edge of Eternities and its licensed tieup for Marvel’s Spider-Man, launched in late September. Premium, limited edition cards aimed at collectors - known as Secret Lair - also helped fuel the TCG’s growth.
“Wizards of the Coast led the way as Magic: The Gathering continues to break records,” said Hasbro CEO and former Wizards President Chris Cocks. “Consumer Products POS and market share accelerated ahead of the holiday, and our highmargin licensing business is unlocking new opportunities.”
Revenue of on-shelf consumer products dipped 7 per cent owing to “retailer order timing tied to later holiday shelf resets”,
We caught up with Chantal Pearce, Head of Toy Buying at Argos upon the release of the retailer’s top toys for Christmas 2025 list to learn what’s capturing kids’ imaginations - and what could fly off shelves this festive season
Tell us a bit about the thinking behind your Top Toys list.
At Argos, we’re dedicated to bringing families the very best in toys, consistently monitoring the market to identify what truly captures children’s imaginations. With over 50 years in toys, we’re confident families can rely on us to find the coolest toys to gift this Christmas - making it a truly special experience for kids and adults alike.
Our Top Toys for Christmas 2025 list is a wonderful mix of everything that’s popular in the world of play right now. We’re not just about stocking shelves; we’re about finding toys that truly resonate with children and their families. We bring together toys from world-famous brands and beloved movie characters, and also showcase cutting-edge innovation in the toy industry.
We’re proud to carry hundreds of top toy brands - from timeless favourites like Star Wars and Lego - to hits such as Bluey and Gabby’s Dollhouse. We also ensure we have fresh and imaginative newcomers like Gui Gui Create And Collect Slime, and Toy Build-a-Bear Workshop Stuffing Station.
Our criteria are simple but important: we choose toys that spark creativity, inspire play, and capture imaginations. We want to ensure we’re offering products that not only entertain and encourage play, but also enrich young minds.
We know all our Top Toys will be a hit, but the ones that I think will be real must-haves are those that bring children’s favourite movies and TV shows to life, such as the Wicked Students of Shiz Small Dolls. Upcoming movie releases
from such franchises are definitely having a big impact on what children are asking for.
The kidult trend is on the up – how relevant is it in your toy range?
We’re continuing to see the rise of the ‘kidult,’ with familiar toys offering a sense of escapism and nostalgia for adults, helping them reconnect with their inner child.
There’s a strong wave of 1990s and early 2000s culture making a comeback, and the children who grew up in that era now have both spending power and children of their own. They want to share the toys that brought them so much joy as youngsters, such as Lego, blind boxes, and collectibles. These provide small moments of joy, spark creativity, and allow adults to switch off from an increasingly connected and digital world too.
What do you expect will be the most popular Christmas gifts?
Bluey is a must-have on Father Christmas’ list! The Bluey Celebration Home Mega Bundle is expected to be the bestselling item for preschoolers. And returning - after fully selling out last Christmas - is Air Toobz. It’s a fantastic toy that encourages spatial reasoning and creativity, and is exclusively available at Argos.
Chad Valley will also be a focus for us, with over 150 new styles and a new look and feel to the brand. Designed especially for preschoolers, the toys bring together quality, value, and imagination. We wanted to create a range to help children learn, grow, and, most importantly, have fun.
The international TrendCommittee of Spielwarenmesse has identified two key ToyTrends for 2026: AI Loves (to) Play, which demonstrates how innovative technologies are reshaping play, and Creative Mindfulness, focussing on creative and mindful experiences.
The TrendCommittee’s selection reflects the most important impulses in the industry and provides retailers with guidance on where play is heading in the coming years. The ToyTrends 2026 will be highlighted with a product showcase from 27-31 January in a special area at Nuremberg Toy Fair. Further information for product range planning is provided by the ToyTrend lectures in the Toy Business Forum.
Toymaster members
Argosy Toys and Toys ’N’ Tuck are putting their full support behind Southendon-Sea Council’s Christmas charity toy drive.
The initiative aims to ensure that all children have presents to open this December, particularly those facing hardship. Locals can make donations to dropoff centres around the city, or purchase new toys directly from Argosy Toys or Toys ’N’ Tuck, which will then be collected up, processed and delivered to the council for distribution.
Staff from the stores volunteered their time to process thousands of toys in 2024 - with hopes to top that for this coming Christmas.
“I’m especially happy to be working with Southend Council for the past few years as they have a team who are skilled in matching up the right presents with the right children,”
said Paul Wohl, CEO at Argosy Toys. “Last year we managed about 5000 toys, which is fantastic for a small business like us.”
If you’re a supplier who would like to contribute to the toy drive, email Paul at sales@argosytoys.co.uk.
Rachael Sutcliffe has rejoined Orchard Toys as Marketing Manager, taking over from Ali Brown, who left the company for pastures new at the end of the summer.
Rachael previously worked at the educational games and jigsaws company between 2014 and 2021, as a Product Manager and as Design Studio Manager. In her new role, reporting into Orchard Toys’ senior management team, she will be responsible for driving brand awareness
and sales across the extensive Orchard Toys games, jigsaw puzzles, activity and colouring books, plus licensed properties collection.
Simon Newbery, Managing Director at Orchard Toys, said:
“Rachael has so much experience across education, toys and parenting, she’s the perfect fit for Orchard Toys. It’s great to have her back on the team, and we’re excited to see the passion and impact she can bring to marketing the brand, especially as we head into Toy Fair season, and another year of exciting new launches.”
The BTHA has opened entries for the 2025 Toy Retailer Awards, with an expanded range of categories introduced to recognise excellence in innovation, strategic partnerships, and outstanding retail performance.
Retailers can compete nationally in like-for-like categories and may submit entries in more than one category, where relevant. Self-nominations are permitted, together with nominations coming from a panel of nationwide industry experts.
The categories are:
New for 2025 – Outstanding Achievement
New for 2025 – Partnership Award
Independent Toy Retailer of the Year – single store
Independent Toy Retailer of the Year – multi store
Multiple Toy Retailer of the Year
Toy Department of the Year
Online Excellence
Best Overall Toy Retailer of the Year 2025 for UK and Ireland
For more in-depth category definitions and information about the awards process, visit www. btha.co.uk or email the BTHA’s Matt Jones at matt@btha.co.uk.
Rachael added:
“It feels wonderful to be back with Orchard Toys, and the creative and passionate team behind the brand loved globally for making learning fun.
Click welcomed independent toy retailers and industry partners to a recent product event at its showroom to preview an exciting line-up of product ranges launching in Q4 2025 and into 2026.
The event, one of the first trade gatherings held at Click’s new premises since it relocated its warehouse last year, provided retailers with an exclusive first look at new and upcoming releases, including PhatMojo’s Roblox range, and Yoonique’s distinctive plush offerings featuring Cutie Cubes and Pluzzles.
Click says the preview event marks a milestone in its commitment to further strengthen relationships with independent retailers.
Click and PhatMojo launched the AW range of its hit fashion doll brand Dress
Moose Toys’ longstanding CEO and co-owner Paul Solomon has stepped down from the role and transitioned to Executive Chairman as part of a senior leadership shuffle the company says will sharpen its focus and position it for further global success. Ronnie Frankowski has moved into the role of Chief Executive Officer, and will oversee Moose’s company-wide strategy and operations from its Australian head office.
“Ronnie has made an enormous contribution to our business, helping drive our global success and leading our long-term strategic roadmap,” said Paul. “He’s a trusted leader and a great partner and I know he’s the right person to take Moose to the next stage.”
Ronnie added: “This is an important part of our maturation as a company, evolving how we work to ensure we continue to thrive in an everchanging world. Paul and I share a deep commitment to Moose’s success and culture, and together with our exceptional leadership team, we’ll continue driving commercial success.”
Moose has also refined responsibilities across key global functions. Steve Arkeveld, who has led the US business, will step into the newly created role of Chief Commercial Officer. Current COO Ben Dart will serve as Chief Operations and Financial Officer, while current CFO Daniel Henquin becomes Chief Risk, Legal and Compliance Officer. The broader senior leadership team will continue in their current roles with “a renewed future focus”.
Jennifer Lynch of The US Toy Association looks at how New York Toy Fair has become a research lab and intelligence hub for the global toy industry Toy Fair, taking place February 14-17, 2026, has always been the place where the business of play meets the future. But in recent years the show has also become a research lab for the global play community. It’s a place where data comes to life and international attendees can get an unfiltered, immediate read on the North American toy and retail landscape.
“Four days at Toy Fair gives global attendees a pulse check on the U.S. toy market that no report, survey, or virtual session can replicate,” says Kimberly Carcone, EVP of Global Market Experiences at The Toy Association.
This is an important part of our maturation as a company, evolving how we work to ensure we continue to thrive in an everchanging world
Ronnie
Frankowski
CEO, Moose Toys “ ”
That perspective matters more than ever. The US toy market, valued at $41 billion, is a bellwether for global play patterns, and its growth has been shaped heavily by entertainment and fandom in recent years. In the first half of 2025, licensed toys represented 37% of sales and grew 18% year-over-year, according to Circana. Properties like Pokémon, Minecraft, and Formula 1 have surged thanks to streaming and film tie-ins, while new consumer groups continue to expand the market. Toy spending by adult collector ‘kidults’ grew 18% year-overyear, underscoring how fandom and nostalgia are also fuelling toy retail in ways that transcend age.
“They might look like mere data points but at Toy Fair, they’re stories playing out in real time,” says Carcone. “It’s where attendees can gauge what’s resonating with buyers, how companies are responding, and which products are generating the most buzz.”
These insights at Toy Fair extend to the retail side as well. Already, buyers from 53 countries/territories and counting (including 18 of the top 25 global retailers) are registered for the 2026 show. Collectively, they generate $2.5 trillion+ in annual revenue worldwide. For international participants, this concentration of retail power offers unmatched insight into how U.S. and global buyers are prioritizing categories, and how those decisions will ripple outward to shape shelves across markets.
Toy Fair also continues to provide attendees with an informed view of where the business is heading next. The Toy Association’s annual Toy Trends Briefing remains a can’t miss event on day one. It distills insights from hundreds of long-lead meetings with toy and kids’ entertainment companies paired with product examples straight from the show floor to help.
Another reason to register early: trade guest admission rates will increase on January 1. By securing a badge before the deadline, attendees can take advantage of savings and lock in access to all four days of the show - and all the opportunities they hold.
“Together, these elements make Toy Fair 2026 a one-of-akind barometer for the business of play,” says Carcone. “Toy Fair is where the industry gains not only access to new products and partners, but also a deeper understanding of the forces shaping tomorrow’s marketplace. It is this mix of discovery and intelligence that makes the show indispensable for companies looking to compete and grow on a global scale.”
Toy Fair 2026 takes place February 14–17 at New York City’s Javits Center. Learn more at ToyFairNY.com
Women in Toys, Licensing & Entertainment has elected seven accomplished leaders to its board of directors.
The electees include two new professionals: Lisa Orman and Lourdes Arocho. Lisa is founder and President of KidStuff Public Relations, which she launched in 1994. She is a two-time WiT Wonder Woman Award honouree, and also served on the Astra board.
Lourdes is Senior Vice President of Licensing, Consumer Products & Experiences at Paramount, where she oversees global strategy for franchises including Paw Patrol and SpongeBob SquarePants. She has led collaborations with partners such as Spin Master, Lego, and Hasbro, and previously held senior roles at Universal Consumer Products and Nickelodeon.
Commotion has partnered with Connetix to bring the award-winning magnetic tile brand to its tickit website as a guest brand.
Connetix joins a line-up of other distinguished guest brands on the tickit site, including Edx Education, PolarB, VIGA and Ethiqana, broadening the selection of highquality and meaningful educational resources available for purchase to parents, carers, schools and nurseries.
“We’re thrilled to welcome Connetix as a guest brand on tickit.co.uk,” said Ashley Giles, Head of Ecommerce at Commotion. “Their beautifully designed magnetic tiles perfectly align with our commitment to educational play that grows with the child.”
Paladone has secured a licensing agreement with the LEGO Group to bring the construction toy brand’s iconic bricks and Lego Minifigures to a variety of trend-driven merchandise and gifts. The first products are in development and will begin hitting shelves next year.
“We’re beyond excited to be building something amazing with the Lego Group, one of the world’s most loved and iconic brands” says Paladone CEO Jim Downey. “This partnership lets us click our award-winning design and global reach together with the Lego Group’s incredible brand power, and we can’t wait to create fun, innovative products that fans of all ages will love.”
To meet Lego’s strong commitments to health, safety, and environmental responsibility, a team led by Celine Lu, the Head of Global Vendor Compliance & Sustainability at Paladone, was key to the deal.
The partnership “highlights the strength of our supplier partnerships and robust systems, giving the Lego Group confidence in our capability to deliver responsibly,” Celine says. “Together, these outcomes lay the foundation for a strong, long-term partnership built on shared values.”
Wilton Bradley’s Fun Unleashed campaign, highlighting outdoor toy brand Xootz, has returned to TV and online platforms this autumn after huge success in 2024. Building on last year’s momentum, this second annual campaign promises even more excitement across TV, Youtube, influencer partnerships, celebrity endorsements, and social media activations, celebrating the joy of riding and outdoor play for families nationwide. It will air on leading TV channels including ITV2, Nickelodeon, Cartoon Network, and more, backed by extensive online and digital activations.
“Fun Unleashed was a huge hit in 2024, and we’re thrilled to bring it back for a second year,” said Alexandra Crouch, Brand Manager, Xootz . “This campaign is all about celebrating outdoor play, confidence, and creativity. Whether it’s a first ride or an epic drift, Xootz is here to get kids moving, smiling, and having fun together.”
Character Options and its affiliated companies (Character Group) have issued a warning across multiple territories that they will take robust legal action against businesses involved in the supply or distribution of counterfeit Slushy Makers.
Character Group has become increasingly aware of a number of companies, largely operating in Europe, that are importing, distributing and selling Slushy Makers which make infringing use of its IP in and relating to its Chill Factor Slushy Maker products.
A spokesperson for the company said: “Character Group is determined to protect its IP and will take immediate and forceful action to stamp out these unlawful business practices.
“Our specialist patent and IP lawyers have already issued cease and desist letters to several of the importers and retailers identified and have succeeded in securing the withdrawal of the infringing products from sale without the need to resort to litigation to date.
“However, be warned, Character Group will not hesitate to take robust legal action against any companies infringing its IP and will seek injunctions against and damages from offenders that do not cooperate and agree to its requirement to cease and desist.”
Asmodee’s resource trading board game Catan is headed to Netflix in a streaming deal for both live-action and animated adaptations. The streamer has secured exclusive global rights to bring scripted and unscripted projects, including films and series, to its platform.
Darren Kyman from Asmodee; Pete Fenlon from Catan Studio (an Asmodee studio); and members of creator Klaus Teuber’s family, will produce all projects under the deal. Roy Lee from Vertigo Entertainment is also attached to produce.
“I am thrilled to see the game expanding to a larger audience who will discover the richness of its universe; I find it exciting
for the future of the brand,” said Thomas Koegler, CEO of Asmodee. “It’s also a testament that board gaming is truly part of pop culture and a popular form of entertainment in everyone’s homes.”
Jinny Howe , Head of Scripted Series, US and Canada, Netflix , added: “We’re thrilled to partner across series, features, animation, and games to bring this world to life for hardcore ‘Settlers’ and new fans alike.”
Catan has sold over 45 million copies and has been translated into over 40 languages since its launch in 1995.
Hunter Price International has unveiled details of its global partnership with Libertas Brands to grow its best-selling funny ugly monsters Fuggler IP in new categories and territories.
The lovable characters are now available across a range of games and puzzles, collectible pin badges, stationery, sensory toys and more. New backpacks with clip-on accessories developed by Hunter Price hit shelves this month.
“Pushing creative boundaries is what we love to do, so teaming up with these comical and chaotic characters are right up our street,” said Hunter Price Commercial Director Allana Holmes. “Mischievous and very distinctive, they’re little rascals; I suppose some may say we have a few things in common with these tiny terrors, which makes Fuggler and Hunter Price the perfect creative partner to support the brand’s global expansion plans.”
Mark Kingston, CEO and co-founder of Libertas Brands, added: “We’ve loved seeing the team interpret the unique Fuggler look across so many cross-category products; we can’t wait to cause lots of monster mayhem together.”
Fanattik has signed a major gift and collectibles licensing agreement with Sega for Sonic the Hedgehog, one of the most iconic entertainment characters of all time.
Product will launch on Fanattik’s stand at both London and Nuremberg Toy Fairs in early 2026, and will be sold across Europe, North America, Australasia and the Middle East. The deal was finalised during Licensing Expo in Vegas this summer.
Anthony Marks, MD, Fanattik, said: “2026 is the 35th anniversary of Sonic the Hedgehog, and commemorative product is something that we specialise in here at Fanattik, so the timing is perfect.”
Wow! Stuff is to end its distribution partnership with DKB at the end of this year after “a period of successful collaboration”.
In a release, Wow! Stuff said the decision “reflects a shared understanding that both organisations are evolving in new strategic directions”.
Graham Gardiner, the newly appointed UK Sales and Global Sales Operations Director at Wow! Stuff said: “We are grateful for the collaboration with DKB and the value it has brought to our business. We thank them for their dedication to delivering excellent service to us and our customers. As we move forward, we remain committed to delivering excellence and innovation in everything we do.”
DKB will continue to honour existing commitments until the end of the year. A new distribution partner, yet to be announced, will supply independent and regional retailers from 1 January 2026.
Visitor numbers for October’s Kids India 2025 grew 10 per cent, a significant figure cementing the event’s importance in the global toy event calendar.
A total of 5,516 trade visitors attended the Bombay Exhibition Centre in Mumbai during the three-day event, with 115 companies exhibiting a diverse selection of products, from wooden and sustainable toys to tech and lifestyle lines.
“The fair saw strong participation from international buyers, particularly from the Middle East and Africa, underscoring its importance far beyond national borders and its role as the leading premium platform for the Indian toy industry,” said Tanu Ailawadi, Managing Director of Spielwarenmesse India Pvt. Ltd.
In response to growing visitor numbers, Kids India will take place earlier in the year in future. From 2027 the show is moving to the spring, and will take place 18-20 March 2027. Organisers say the new schedule was chosen in response to numerous requests from the industry; moving the event away from the autumn festival season will enable more visitors and exhibitors to attend.
“The shift to March will further strengthen Kids India’s position as a major business, innovation, and networking platform and maximise value for all stakeholders,” added Tanu.
Jazwares has been named the official worldwide plush licensee of the FIFA World Cup 2026.
The product range will launch in June 2026 ahead of the tournament, bringing fans competition-themed plush, including the highly anticipated official mascot. The range includes plush items, wearables, and novelties. Match-goers will be able to snag limited edition collectibles available at select events.
“Partnering with FIFA enables us to do what we do best on the grandest stage imaginable: inspire joy, spark imagination, and create first-of-their-kind keepsakes that will live in the hearts and homes of fans everywhere,” said Sam Ferguson, Senior Vice President of Global Licensing, Jazwares. “From the official mascot designs to celebrating the sport’s classic iconography, this collection is our tribute to the passion, pride, and unity that define the game.”
Just Play UK
uksales@justplayproducts.com
Disney Stitch Ultimate Stitch Interactive Plush launched this quarter as the most feature-packed toy in the range to date. With more than 100 sound and motion combinations and movie-accurate styling, the toy recreates the character with impressive realism and attention to detail. This interactive toy has seen unprecedented popularity, and Just Play UK is working closely with its retail partners to ensure more stock is available to meet the huge, anticipated demand in the run-up to Christmas.
The firm’s heavyweight marketing drive is now underway and will ensure Ultimate Stitch and Just Play’s wider Disney Stitch range gets maximum visibility throughout the season. Already, activity has included an immersive launch event for Ultimate Stitch, hosted within the Westfield White City shopping centre, in tandem with the Disney Store. It is also backed by TVC, with a linear TV campaign that kicked off in August, and digital activity including YouTube ads, digital and gaming preroll, and paid social.
For Christmas 2025, the Crystal Art Disney Magnetic Advent Calendar is an innovative and unique offering for this year’s advent calendar market. Beautifully designed, reusable year after year, and featuring daily creative reveals of 24 Disney and Pixar characters, it combines the magic of Disney with the joy of crafting – a product that stands out from the usual calendar offerings and can bring adults and children together over the weeks of
Kids can also celebrate the festive season with everyone’s favourite Christmas rascal with Craft Buddy’s new festive Crystal Art Grinch Collection featuring a classic Buddie Kit, an XL Buddie Kit, and a 3D Sparkling Scene Kit. Completing the line-up is a Merry Grinchmas Card plus How the Grinch Stole Christmas Scroll Kit.
The Puppet Company’s new range of dinosaur plush is designed in collaboration with the world-renowned Natural History Museum. The collection of incredible, instantly eyecatching soft toys was developed alongside Museum palaeontologists.
Dino fans will go wild for this standout collection, bringing six legendary prehistoric beasts to life. Exceptional attention to detail and realistic printing has resulted in a truly epic set of lifelike freestanding soft toys, each one instantly recognisable and ready for an almighty primeval playdate!
Meet the dinos… Fast, fierce and famously intelligent the velociraptor is perfect for action-packed storytelling, while stegosaurus with its striking back plates and spiked tail will bring this beloved plant-eater into play. Towering above them all, the tyrannosaurus rex embodies prehistoric power, making it the undisputed king of any collection.
Soaring overhead, the quetzalcoatlus (the only non dinosaur in the collection) spreads its vast wings to showcase the awe-inspiring scale of one of the largest pterosaurs ever known. On the ground, the triceratops’ three iconic horns and protective frill combines super strength with gentle charm, while the diplodocus, celebrated for its sweeping neck and colossal size brings this timeless wonder to playtime!
Start collecting Ravensburger
01869 363800 | sales@ravensburger.com | www.ravensburger.com
Following the incredible sell-out success of Set 9: Fabled, fans can now spread the joy of discovery and wonder with two products that aim to entice newcomers to join the fun of collecting Disney Lorcana TCG.
The Collection Starter Set and Elsa Gift Box are now available everywhere and are the perfect way for Disney-lovers to jump into an epic collecting journey.
With a 4-pocket card portfolio featuring Mickey Mouse – Brave Little Tailor artwork; “Glimmer Foil” Tinker Bell – Giant Fairy promo card and 4 x Fabled booster packs, the Collection Starter Set will appeal to a host of Disney fans and collectors. The stunning Elsa Gift Box would make a perfect seasonal gift, containing 5 x Booster packs; 1 x “Glimmer foil” Elsa – The Fifth Spirit promo card; Card storage box and 3 x Punch-out card dividers.
01420 593593 | info@asmodee.co.uk
www.asmodee.co.uk
Dobble Catan is the exciting new game release that brings together the fast-paced fun of Dobble with the iconic universe and strategic charm of Catan. This crossover edition offers a fresh and fun way to play both Dobble and Catan.
Featuring five new exciting game modes, you can play them individually or embark on an adventurous journey through them all. Compete to score the most points across five thrilling rounds, with the first to reach 10 points claiming victory. Players must identify matching symbols as with the well known Dobble game, however this version has Catan’s look and feel from iconography to packaging, drawing strongly on the world of Catan including; hexes, resource motifs, and familiar visual cues.
In “Welcome to Catan!”, for example, players race to find the matching symbol between their card in hand and one of the cards on the table, covering as much of the island as possible with their cards.
The four other mini-games include “Ports”, “Longest Route”, and “Barbarians and Knights”, and in each game, the first player or team to score 10 points wins.
This limited-edition game is designed to appeal to both audiences: those who love Dobble’s speed and sharp eyes, and Catan enthusiasts eager for fresh interpretations. The game comes with hexagonal cards, exclusive symbols and a clutch box.
“Collecting
Lorcana
Greg Tito , Ravensburger Director of Communications for
Disney Lorcana TCG
Evergreen toys that balance fun and early years development are a hallmark of Bigjigs Toys, which marks its 40th anniversary this year. Founder and Managing Director Liz Ireland explains how the team keeps product faithful to that ethos yet fresh, how recent expansions and acquisitions strengthen the company’s product offering, and what to watch for in 2026
A big strength and hallmark of the Bigjigs product offering is its evergreen, timeless nature - less affected by trends and seasonality. Are these types of products still your core business?
Evergreen, timeless play has always been at the heart of Bigjigs Toys. Our toys are designed to last through generations and inspire open-ended and imaginative play, which never goes out of style! While trends come and go, the joy of building, sorting, stacking and creating remains constant. Whilst we make smaller changes according to trends, for example, updating designs for a modern audience, these classic play patterns continue to be the foundation of our range.
A
Bigjigs toy is
instantly
recognisable for its attention to detail, sustainable craftsmanship, and the ability to inspire learning through play
Liz Ireland , Founder and MD, Bigjigs Toys “ “
Being evergreen doesn’t mean standing still. How often do you refresh these products and what is that process like?
We’re constantly refreshing and refining our products to make sure they feel original and relevant. That might mean introducing updated colour palettes, new materials, improved packaging, or modern design details, all while preserving the essence of what makes them so loved.
Our product development team works closely with designers and educators to evolve our range thoughtfully, never losing sight of the timeless play value that defines Bigjigs Toys.
Explore different patterns and textures with Bigjigs Toys’ sensory board, featuring a colour-match tray and 10 tubes with various sights and feels, such as felt, mirrors and rippled silicone. This innovative wooden toy is not only great for sensory play but can help children develop dexterity and colour recognition skills as they arrange the rainbow pieces.
What is the common thread that makes a Bigjigs toy a Bigjigs toy?
Quality, imagination, and heart. A Bigjigs toy is instantly recognisable for its attention to detail, sustainable craftsmanship, and the ability to inspire learning through play. Whether it’s a simple stacking toy, a detailed train set or a creative activity kit, every product is thoughtfully designed to nurture children’s natural curiosity and the connection between them and their families.
How important is it that the toys you create and supply fulfil the parental demand for toys that aid in development as well as providing a fun play experience?
Educational and developmental toys are essential. We believe that play is a child’s first classroom. Every Bigjigs toy is designed to be both engaging and enriching, encouraging children to explore, experiment, and learn through hands-on experiences. The developmental benefits are built into the fun; when children are stacking, balancing, or problem-solving, they’re also building key cognitive, physical and emotional skills. These are key skills children will carry with them as they grow, providing them with the structure they need for starting school and further into the future when
they’re working adults. Give us some examples of the developmental and educational benefits your products offer.
Our First Rainbow and Flower Stackers help little ones build hand–eye coordination, fine motor skills, and early problem-solving abilities. The Sensory Board encourages exploration through touch, sound, and movement, supporting sensory development and curiosity. Whilst the Hammer Bench helps develop strength, focus, and coordination as children learn cause and effect
through active play. Each one is designed to engage multiple senses and foster early learning in a joyful, tactile way.
Sensory toys have become the popular buzzword over the past handful of years. Arguably you’ve always offered ‘sensory’ toys. How are you meeting that demand?
Sensory play has always been woven into our DNA, long before it became a buzzword. We’ve been reintroducing classic products with fresh storytelling and clearer educational messaging to help parents and educators see the sensory value in what we already offer. Alongside that, we’re expanding our range with new tactile, multisensory designs. For example, we distribute Needoh toys in the UK, which are increasingly becoming more popular. We aim to meet the growing demand of sensory toys but keep them rooted in our classic Bigjigs ethos of purposeful, hands-on play.
Develop hand-eye coordination with this early years hammer bench. Kids can tap the brightly coloured pegs into the wooden holes to boost their motor skills. When they’ve created a flat bench, they can turn the toy over and start again! This classic hammer bench is made from sustainably sourced FSC-certified wood for a fun, environmentally friendly playtime.
How do you develop the developmental and educational aspects of the product?
It’s a collaborative process. Our inhouse design team works closely with early years educators, child development specialists, and parents to make sure each toy supports real learning outcomes. We test and refine our designs through play-based observation, ensuring that every product is not only engaging and safe but also beneficial to children’s growth and development.
Many of your toys are woodenwhat are the benefits of using this material?
Wood is naturally beautiful, durable, and sustainable- a perfect match for toys designed to be loved and passed down. It’s tactile and warm to the touch, offering a sensory experience that plastic can’t replicate. Wooden toys are also incredibly sturdy, safe for little hands, and kinder to the planet. This aligns perfectly with our sustainability values and our focus on quality craftsmanship.
Learn about shapes and sizes with this sustainably made stacking toy. Perfect for helping toddlers develop dexterity and creative skills, the stacking pole folds flush with the stand when it’s empty, for optimum safety and convenience. This vibrant toy also makes a lovely nursery decoration when finished.
Educational and developmental toys are essential. We believe that play is a child’s first classroom
Liz
“ “
Ireland , Founder and MD, Bigjigs Toys
Through acquisitions and partnerships you’ve grown your product offer significantly over the past couple of years. How do these brands fit into your overall portfolio? Each of these brands brings something unique to the Bigjigs family. House of Puzzles strengthens our position in the puzzle and jigsaw market, Fiesta Crafts adds awardwinning creativity and innovation in crafts and storytelling. We have recently acquired the distribution for 4M toys in the UK and Ireland, meaning that we can expand our range of educational toys on offer, helping children with their STEM learning, a cause that aligns perfectly with our values. These new ranges complement our wooden toy heritage beautifully and help us offer a more rounded play experience across age groups and interests.
Any hints at what you have coming down the pipeline for Toy Fair season and beyond in 2026? We’ve got some exciting launches lined up for 2026! Expect new and creative train sets, science and art kits from 4M and beautifully designed sensory and wooden toys with modern twists. They will be something for everyone that will delight both parents and children. We can’t wait to share more at Toy Fair!
Designed with bold colours and pretty flower patterns, the Flower Stacker introduces kids to counting and early maths skills in an engaging way. Simply match the coloured flowers to the correct colour on the base and count as you stack them up. This colourful stacking toy also helps children develop dexterity and concentration as they focus on how many pieces to add to the wooden poles.
As Hobbycraft marks its 30th anniversary, Clare Turner talks to Senior Buyer and Business Development Manager Joseph Pulfrey about the chain’s kids’ and hobbies ranges, finding inspiration at London Toy Fair, and plans to introduce new toy categories to its 100-plus UK stores
What’s your professional background?
I’ve been a buyer for 20 years now, arriving at Hobbycraft via stints in music retail, supermarkets, trade hardware and DIY. It started with a Christmas temp role at HMV. I loved retail, and gradually moved behind the scenes into buying.
Hobbycraft turns 30 this year, tell us a little bit about the company’s story to date.
We were founded in Dorset in 1995 and have since grown our store estate to over 100 stores across England, Scotland, Wales and Northern Ireland. Our stores vary in size and layout, and we adjust the ranges in each to ensure customers have access to the products they need.
Customers can also shop with us online, and via our app, and now through our recently launched channel: Hobbycraft TV [a media platform offering daily demonstration-led content from expert crafters, which launched in September. It’s not only a hub for education and inspiration, but also fully shoppable, allowing viewers to engage with content and shop seamlessly.
We’re passionate about hobbies and crafting, helping both our customers and colleagues enjoy more of what they love every day.
ToyFair in London is probablythe showweget the most out of.It’sgreat fordigging deeper into current suppliers’ ranges, and also for findingnew opportunities
What makes your stores unique?
We work hard to offer a broad range of crafts and hobbies at great prices. The expertise of our colleagues makes our store offering unique to Hobbycraft - and they’re on hand to support customers who have any questions. We pride ourselves on inspiring customers with makes and projects in our stores - and we have a brilliant workshop programme for those looking to refine craft skills or adopt new ones.
How would you describe your kids' and hobbies ranges?
The ranges cover a broad selection of art, craft, plush, kidult, model-making, and collectibles.
How many brands do you carry?
More than 150 - and the list is growing all the time. Key names include Galt, Crayola, Revell, Asmodee, Games Workshop, Eugy, Airfix, Snazaroo, Blokees, Hama, Hinkler, Gunpla, Gibsons, Canal Toys, Make it Real, Cobi, Ravensburger, Orchard Toys, MGA Entertainment, The Puppet Company, and many more.
How many suppliers do you work with? Well over 100, including Galt Toys,
Curious Universe, Revell, Goliath, DalerRowney, Hornby, Bachmann, Brainstorm Toys, Pat Avenue, Make it Real, Gibsons Games, The Puppet Company, Bigjigs Toys, Canal Toys, and Left-Field Toys, to name just a few.
How do you source new products and what are your selection criteria?
In multiple ways: trade shows, trade press, our own research and hunts for
contacts, and from account managers who approach us at the right time with the right product. Toy Fair in London is probably the show we get the most out of. It’s great for digging deeper into current suppliers’ ranges, and also for finding new opportunities. But equally we’ve had some great discoveries at Spring Fair in Birmingham and Spielwarenmesse in Nuremberg.
We keep a close eye on social media too, as customer trends may also inform a new product. Miniverse and Book Nooks are great examples of this - we spotted the trend and aligned our range to meet the new customer demand.
Products need to have an art, craft or hobby focus - either as a core product within these categories, or something that pushes the boundaries to stay on trend.
How often do you get new lines in?
The kids and hobbies ranges are unusual within Hobbycraft because they demand the most frequent changes, refreshes, and trend buys. So new lines tend to arrive weekly in stores, whether through promotions or range refresh.
What’s selling particularly well for kids currently?
It’s really broad and includes core arts and crafts, colouring blanks, brushes, accessories, plush, Pokémon, blind bags, slime-related product, beads, squishies, models and activity books.
Categories and brands which are performing well are Games Workshop Warhammer, Gunpla, Blokees, plush, trading cards, board games, Galt, blind bags/boxes, Transformers, Minecraft, Pokémon, Disney Lorcana, colour-in products, outdoor, nature kits, and science kits.
How do you spread the word?
Keeping customers up to date with the latest newness is key to our success. From store point-of-sale and email newsletters to web banners, TikTok videos and Facebook posts, our marketing and ecommerce teams work to elevate newness and ensure the right customers are aware of what we have on offer.
Have you completed your buying for the festive season yet - and what excites you most about this time of the year?
All buys, ranges, and promotions are set well ahead of the Christmas holidays period. But we’re always open to new opportunities and special buys. We can move quite fast and get new suppliers onboard and products in-store very quickly - if it’s something new and exciting.
The buying team works all-year-round on our seasonal offering, and it’s great to finally see the fruits of so much labour. Seeing stores really busy and products flying off the shelves is what we work so hard for.
What do you expect to be the most popular Christmas gifts?
Once we hit December, it will be craft kits, plush, models, jigsaws, board games and art sets. We’re also expecting quite a surge in sales of murder mystery kits and games.
Do you run any in-store holiday events?
Every October we celebrate Craftober at Hobbycraft, and this is always packed with inspiration and promotions across our sales channels for customers. In the run-up to Halloween and Christmas, we also run a whole host of seasonal workshops in-store and online. These teach customers to make everything from festive wreaths to crochet witches’ hats.
What’s next for your kids and hobbies ranges?
We’re looking to expand certain categories into more stores: books, blind bags, toys, collectibles, stationery, train sets, radio controlled, brick kits,
Bigjigs Toys
Galt, part of the Jumbo Group
Hornby
The Puppet Company
Gibsons Games
Ravensburger
trading cards, board games, modelmaking, figurines, plush, and tabletop games being among them. We’re also diving deeper into the ranges of these categories further.
We can movequite fastandget newsuppliers onboard and products in-storevery quickly-ifit’s something new and exciting ” “
What’s next for Hobbycraft?
This year is our 30th birthday, and we’re celebrating with innovation and newness across the business. From new partnerships with the Scouts and [mental health charity] Mind, to the launch of Hobbycraft TV, we’re working to bolster the business for the future and ensure we’re around for another 30 years. We worked collaboratively with Mind to create The Power of Making report, which explores how hobbies and crafts can support the nation's wellbeing. And we’re on a mission to ensure that arts, crafts and hobbies are accessible to all. Hobbycraft TV diversifies our offering and sales channels, and as a business we’re exploring wider growth opportunities.
What’s
Time is the biggest challenge; there’s never enough to do everything we want to do, and there’s never enough space to hold everything we’d like to. The most rewarding part is when new partnerships and products land in store and perform well. It’s even better when it achieves great sales - and it took some serious negotiation to convince the business to get behind it!
We report back from BLE’s first-ever press briefing, with some interesting - if unsurprisinginsights into licensing’s ever-growing influence on the toy industry
Kids’ entertainment brands have always been big business at Brand Licensing Europe, and never more so than this year, with Netflix’s KPop Demon Hunters dominating much of the advertising space in the Excel’s atrium. The licensing show took place 7-9 October, with exhibitor levels up 9% and early figures suggesting a further increase in visitor numbers, up a couple of per cent.
But for Team TnP, it was all about the toys. For the first time this year, BLE presented a press briefing exploring exclusive insights into the data driving licensing activity across Europe - with a focus on toys. Ben Roberts, Content Director at License Global, hosted the session, joined by Elizabeth Foster, VP Content and Communications at Licenses Global, and Rory Partis, Director, UK Toys, Eurotoys at Circana.
The big takeaway was the growing dominance of licensed toys in the UK and other key European markets,
“You can see that with your own eyes if you look at the queues outside theses specialist stores when a new wave of the Pokémon TCG releases Rory Partis, Director, UK Toys, Eurotoys at Circana
”Licensing is also the driving force behind the rise of the kidult segment, the most explosive growth area for the toy trade in recent years - though there is still debate about how to truly quantify a segment with such indefinable boundaries.
Nevertheless, that kidult growth is largely fuelled by nostalgia for the 90s and early noughties - when millennial parents were kids - and the rise of more sophisticated, experimental and creative reimaginings of pop-culture characters of the era.
Rory said he is surprised this market hasn’t dipped following the purchasing spike during Covid lockdowns. The biggest reason, he said, is that adults are becoming more open about the fact these products can be great for their mental health. Kidult has yet to level off and will likely continue its upward trajectory, with once niche interests such as anime and manga entering the mainstream outside of East Asia.
wave of the Pokémon TCG releases, for example.”
particularly as a driver of crosscategory growth.
Character and entertainment brands still account for the majority of all licensed sales in Europe (53.9%).
But where are these kidult purchases happening? Are adults purchasing toys at their local independent toy shop, at the supermarket when they shop for groceries and essentials, or are they being engaged by specialist hobby retailers? That’s the questions we posed
groceries and essentials, or are they being engaged by specialist hobby retailers? That’s the questions we posed to Rory. or hobby store, think of the likes of that’s something that will continue - and you can see that with your own
“This is a question we ask, and what jumped out to me was the fact that 10% specifically go to a fandom store or hobby store, think of the likes of Forbidden Planet,” he said. “I think that’s something that will continue - and you can see that with your own eyes if you look at the queues outside theses specialist stores when a new
Circana’s studies also revealed that, despite the rise of digital properties, movies still shift toys - and in huge numbers. One in four of those asked in a survey said they went out and bought a licensed toy after seeing the filmmany for themselves, as well as their children. Minecraft is a good example of this. Though born in the digital video game space, it has come into its own as a licensing hit thanks to a move to the silver screen. “That reimagining as a movie pushes Minecraft into new categories and drives growth,” he said. One of the key licensing sectors yet to reach anywhere near its full potential in the UK and European toy market is sports. In the US, sports licensed toys are big business. “Europe has only scratched the surface,” Rory said. He highlighted F1 as a front runner. “F1 has done incredibly well, There are more licenses out there like that which have the fandom already there, and tapping into that could bring some real innovation.”
innovation.”
BLE 2026
Brand Licensing Europes returns to Excel London from 6-8 October 2026
Getting the first quarter of the year off to a strong start is half the battle. As sales slow and the Christmas spirit wears off, there is still much to be done - with new product, marketing and opportunities that set the pace for Christmas yet to come
Much is rightly made of the run-up to Christmas, the golden quarter that suppliers and retailers work towards all year long. It’s when consumers spend - even as they add new holes to their belts - when hero toys come into their own, and with planning and a sprinkling of luck, the industry makes a huge chunk of its annual turnover.
But the groundwork begins in Q1. The first few months of the year following the flurry of festive selling often sets the tone for the 12 months ahead. A strong first quarter this year placed the industry on course for something of a rebound after several soft years. According to Circana, value sales were up five per cent during the period, the first growth in four years. That growth has continued throughout the year, with hopes for a strong finish this Christmas.
An augur of the year to come, getting it right in the first quarter can set you up for a strong year, but missing the mark leaves plenty of catching up to do.
“A strong Q1 really sets the scene for the year ahead
“A strong Q1 really sets the scene for the year ahead
Katy Fletcher, Head of Marketing and Product Development, Ravensburger
”and this year is no exception,” says Katy Fletcher, Head of Marketing and Product Development, Ravensburger. “Our puzzle fans will be eagerly awaiting new jigsaw designs and I’m sure expectations will be surpassed with the raft of new items launching in January. Among the introductions are additions to our popular series such as My Haven, Ray’s Comic Series and Leisure Days.”
Roger Martin, Marketing Director, Asmodee, agrees: “Ultimately, Q1 is about momentum, keeping the buzz going after Christmas, supporting our retail partners, and making sure we’re building excitement all the way through to the next peak season. Every quarter matters, but Q1 really sets the tone for the
With a core product offering centred around board games, table top and party games, Roger says Asmodee is in an interesting position come Q1. While its products enjoy the
traditional Christmas games spike, how do you carry that through to January and beyond? And how do you get retailers on board?
“The key difference with Q1 is mindset,” Roger says. “Games have become a true year-round category, and we’re seeing consistent performance across the calendar. That’s particularly the case for trading card games like Pokémon and other TCGs, as well as for those evergreen titles such as Ticket to Ride and Catan that families and friends come back to again and again.
“After the busy festive period, consumers tend to be more valueconscious, so it’s important that our ranges deliver great play experiences at the right price. It’s less about the high-ticket, show-stopping ‘hero; gift, and more about offering strong value and replayabilitygames that people can enjoy week in, week out.”
That’s true in many other categories. In the outdoor toys segment, where MV Sports is a market leader, success in Q1 comes down to the right product at the right time says Dave Poulter, the company’s Managing Director, and
Chief Commercial Officer of parent company Tandem Group.
“A strong Q1 range for MV Sports focuses on accessible, value-driven products that encourage active play postChristmas, such as entry-level bikes, scooters, and outdoor activities,” he says.
“After the high-spend Christmas period, parents seek reliable, everyday options rather than premium gifts. In contrast, Christmas hero products are high-ticket items like bumper cars, go-karts and electric ride-ons. Q1 success relies on affordability, durability, and year-round appeal.”
After the sleigh bells, celebs and sparkles of Christmas advertising, marketing efforts also shift in both scope and focus during the first quarter. While investment peaks during November and December, it is vital to remain consistent, particularly in the Q1 lull. The focus for Asmodee is “consistency and community,” says Roger, extending the brand’s core messages and
“We’ll be building on the Christmas message of ‘bringing people together through gaming’, reminding consumers that games aren’t just for Christmas, they’re fantastic value and a brilliant way to connect all year round.”
“After the busy festive period, consumers tend to be more valueconscious, so it’s important that our ranges deliver great play experiences at the right price
Flip7, Dobble and Taco Cat Goat Cheese Pizza will be front and centre, appealing to families, students, and casual gamers alike,” Roger says. “The aim is to keep that sense of fun and sociability alive, even once the decorations are packed
You’re already deep into previews for Q1/Q2 2026. How do you balance what to show now and what you hold back for Toy Fair season?
away.”
”Roger Martin, Marketing Director, Asmodee
That means shining the spotlight away from the high-ticket gift lines and towards perennial bestsellers like the card games category.
“Titles like
Asmodee will also be partnering closely with retailers to maximise opportunities to keep consumers engaged outside of natural seasonal spikes.
maximise consumers natural
“Having a strong Q1 line-up means retailers can maintain visibility and consumer engagement year-round rather than waiting for the next big seasonal push,” Roger says. “It’s about keeping that footfall and momentum going after Christmas when people are still looking for affordable, quality entertainment.
“It’s always a bit of a balancing act. During early previews, we like to give retailers enough of a sense of what’s coming to help them plan, but we’re often limited by what licensors will allow us to reveal at that stage.
“Toy Fair, on the other hand, is where we can really go big; it’s our main showcase moment. That’s when we can bring everything to life properly with visuals, demos, and gameplay experiences. There’s a real buzz around those launches, and it’s often the first time the trade gets to see the products that will define the year ahead.”
can example, The Taking Game and see which ones gain traction ahead of the later in the year.”
Roger Martin, Marketing Director, Asmodee
For Ravensburger, marketing peaks happen throughout the year, with calendar events that are less affected by
“You don’t need to go as deep in stock as you would at peak time, but it’s a great chance to broaden the range and experiment a bit. Retailers can try out new titles for example, Harmonies or The Lord of the Rings TrickTaking Game and see which ones gain traction ahead of the bigger buying periods events that are less affected by wider selling occasions.
“Toy Fair is a vital aspect of our trade marketing programme, but ensuring that our retail partners receive all the information they need to make
key buying decisions, at a time that works for them is our top priority.”
Katy Fletcher, Head of Marketing and Product Development, Ravensburger
“In our strategy game and puzzle opportunities all year, with those communities designs and launches and
“In our strategy game and puzzle portfolio there are consistent
anticipating new
calendar events for these
looking for newness on a regular basis,” says Katy. “Major calendar events for these
audiences such as UK Games Expo, for example, are a significant focus for our marketing efforts outside of Q4. Similarly with Disney Lorcana TCG where the growing community really engages with the buzz around new set launches which take place regularly during the year. We support each new set introduction with extensive marketing, with initiatives ranging from events, digital advertising to third party activations.”
0161 633 9800 | sales@ charactergroup.plc.uk | www.character-online.
This Q1, Character Options is introducing some exciting new lines across many key categories.
Meet the Aquapets – Character’s big Boxing Day launch! These adorable, interactive characters magically float and dance in their own waterdrop. Children can bring them to life with their voice and play games with them. There are eight to collect, each with its own musical sounds and moves. The Aquapets respond when kids speak into the microphone, and when placed next to one another, they’ll make each other move. That’s not all: Aquapets also come with three fun game modes; children can test their memory, play catch, or teach their Aquapet a new sequence of moves.
Hot Dog Drop is a banger of a game! This electronic sausage drop game is inspired by the viral catching sticks challenge that’s generated more than 100m views on TikTok to date. When the timer starts, sausages start to fall randomly. Players must catch as many falling sausages as possible. The winner is the player to catch the most sausages. Select from three fun modes to play: Classic Dawg! (easy), Extra Sauce! (tricky), and Follow That Banger!, where the timing, speed and order that the hot dogs drop is at its most difficult.
And it’s confirmed…
a second squishy series of Heroes of Goo
Jit Zu Meteor Madness is coming. With new action-packed webisodes continuing to land through January, the toy range is getting an ultra-cool refresh on both the Hero and Versus packs. Expect awesome new fillings and new Meteor Power weapons! This latest wave will also feature a limited-edition update on Rhinostone! The freestanding Ultra Rare Lava Rhinostone will come with an amazing lavathemed filling comprising of a slime and bones upper filling and a rattle bones lower filling.
BIGJIGS TOYS
sales@bigjigstoys.com www.bigjigstoys.co.uk
Spark children’s sense of wonder with the Mystery Box from Bigjigs Toys. Beautifully crafted from sustainably sourced FSC-certified wood and finished with child-safe paints, this enchanting toy is a classic shape sorter with a magical twist. Designed with interactivity and open learning in mind, the box features ten wooden shapes and two unique mystery slots for endless fun. Pop the 10 colourful shapes through their matching slots, then reach into one of the two mystery holes (no peeking!) to feel, guess, and discover which shape you’ve found. It’s a playful challenge that sparks imagination and builds anticipation with every turn!
Perfect for inquisitive toddlers, the Mystery Box supports a wide range of early learning skills.This engaging sorting toy encourages sensory development by inviting children to explore different textures and shapes through touch. It also helps children boost their fine motor skills, hand-eye coordination and problem solving skills as they use their hands to grip, sort and identify the shapes.
This beautifully made educational toy encourages independent exploration and confidence as children learn through hands-on play. With its timeless wooden design and engaging activities, the Mystery Box offers hours of purposeful fun while inspiring a lifelong love of learning. A delightful addition to any playroom, it’s the perfect blend of play, education, and sustainability. Ideal for children aged 12 months and up.
My First 2 in 1 10" Training Bike
Deluxe Tri-Scooter
Adjustable Handlebar Height
My First Trike
Safety Helmet
Pedal Lock For Push Along Mode Easily Converts
Adjusts To Head Size 48-52cm
JUST PLAY UK uksales@justplayproducts.com
01217488000 | info@mvsports.com www.mvsports.com
MV Sports is gearing up for an exciting start to 2026 with a standout line-up of new licensed launches and fresh additions to fan-favourite ranges. Leading the way are the Peppa Pig and Paw Patrol car accessory collections, new for 2026 and available domestically, designed to make every car journey brighter with fun, functional pieces like seatbelt covers, headrest organisers, and roller blinds. Expanding further, the Disney accessories range will be available to partners, offering flexible buying options alongside international appeal. The overall range is also expanding with the addition of new licenses. Joining the line-up is a vibrant Dora the Explorer range inspired by her adventurous spirit, with both domestic and FOB options. Also launching is the new Paw Patrol: The Mighty Movie 3 range, packed with playful graphics and premium quality. The 2026 licensed collection looks stronger than ever, bringing together trusted favourites and bold new characters in a lineup that’s full of colour, creativity, and shelf appeal. Excitingly, MV also welcomes new licenses for 2026,
Just Play is gearing up for a standout start to the new year, with a wave of exciting Q1 launches that blend nostalgic favourites with fresh innovation.
including SpongeBob SquarePants, Toy Story, and more to be revealed soon. Together, these launches highlight MV’s commitment to strong partnerships and delivering products that capture imaginations around the world.
The new series of Disney Doorables from Just Play won’t disappoint fans, with yet more innovation arriving for SS26. The all-new theme will deliver a delightful dose of Disney, with a host of new characters to collect – all packaged up in one of the most unique and collectible formats in Doorables history. Winnie the Pooh marks its 100th anniversary in 2026, and Just Play is celebrating this milestone moment for the brand with the launch of its new Disney Winnie the Pooh Collectibles packed with cozy charm and displayworthy cuteness. This collection is set to capture hearts across generations.
Demand for Disney Stitch remains high, and Just Play
Alongside licensed launches, MV’s ownbrand portfolio continues to inspire active and imaginative play. The new Play Tent Pet Spa and Explorer Tent sets include accessories that encourage creative, independent play both indoors and outdoors. The Hedstrom outdoor range has been completely refreshed for 2026, introducing new colourways and exciting products now available domestically, such as the Nest Swing with lights, Trampoline, Mini Climber with Slide, and the all-new Hedstrom Golf Target Game. The Hedstrom Wooden range also makes its debut, offering sustainable and stylish
outdoor play equipment that balances quality, innovation, and value for families worldwide. With a refreshed portfolio, new licenses, and a focus on fun, safety, and play value, MV Sports is set to make 2026 its most dynamic year yet.
is bringing fans more of what they love in Q1, with new collectible formats, plus the addition of Many Moods Angel Feature Plush. Featuring expressive LCD eyes and over 50 sounds and reactions, Angel’s big personality comes to life like never before.
The beloved furReal brand also rolls into 2026 with momentum, following the successful introductions of Coco the Tumbling Panda, Maggie the Feed & Follow Cow, and the adorable furReal Handfuls. These mini interactive pets combine engaging play features with an accessible springtime price point, offering fantastic value for families.
Just Play’s licensed arts, crafts and activities range from Tara Toy will soon expand to include Disney Pixar Toy Story items.
ZIMPLI KIDS
0845 459 1818 sales@zimplikids.com www.zimplikids.com
Zimpli Kids is all about making bath time a moment kids look forward to. It’s not just about getting clean, it’s about sparking creativity, supporting sensory development and turning everyday routines into exciting adventures.
As we head into Q1 2026, the company has big plans to keep bringing fun, educational and imaginative play to homes around the world. Expect more textures to squish, more colours to swirl and even more reasons for kids to laugh and learn through sensory play.
From sensory learning to imaginative storytelling, Zimpli’s mission stays the same: to make playtime meaningful, exciting, and full of discovery. With plenty of new ideas bubbling up behind the scenes, 2026 is set to be another big year for Zimpli Kids. Stay tuned because the fun is just getting started!
Alongside expanding its much-loved licensed ranges, Zimpl is also growing its private label partnerships. Its custom sensory and bath play products give retailers a unique way to bring the company’s signature creativity to their own brands while keeping quality and safety at the heart of everything.
GALT TOYS, PART OF THE JUMBO GROUP
0161 428 9111 | salesuk@jumboplay.com
FunLockets continues to captivate the Gen Alpha generation with its irresistible mix of creativity, collectability, and surprise. Following the phenomenal success of the Secret Journal and Jewellery ranges within the stationery and gifting aisles, 2026 sees FunLockets take an exciting leap into one of the fastestgrowing categories for younger girls – beauty.
This S/S, FunLockets invites fans to unlock a whole new world of glam and glow with two must-have new launches: the Secret Lip Gloss Ring and the Secret Beauty Box. Perfectly pocket-sized, the Secret Lip Gloss Ring blends fashion and fun. Use the key to open a precious jewel box and discover a beautiful flower ring – each hiding a glossy lip surprise inside! With three unique styles to collect, every ring comes with a wearable shade and nail art stickers for that ultimate, personalised beauty moment.
For even more surprise-packed fun, the Secret Beauty Box delivers over 15 mini make-up treasures, including cosmetics, accessories, and fun stickers to decorate your beauty stash. Find all three hidden keys to unlock each layer of excitement. Compact, portable and brimming with possibilities, it’s designed for on-the-go play and endless selfexpression.
EPOCH MAKING TOYS 0208 049 1377
sales@epochmakingtoys.com
With the continued rise of creativitydriven play and beauty interest among younger girls, FunLockets’ move into this category is both timely and trendled. At its heart, FunLockets remains all about unlocking imagination, celebrating individuality, and delivering magical surprise moments that keep kids coming back for more.
Sylvanian Families is looking forward to continuing its 40th anniversary celebrations into 2026 with further limited-edition sets, plus two new families.
Having featured in some 40th anniversary sets and a best-seller in Japan, the Biscuit Bear Family will be available as a standalone set. Also new is the Citrus Bird Family - the cutest, most colourful birds in Sylvania. The set includes mother, Laura, and her three babies, dressed in fruit-inspired clothing.
Aquabeads has some exciting additions to its range, with different bead finishes and shapes you can’t find anywhere else. The Crazy Monster Craft Kit includes the new Neon Beads.
Epoch Games will welcome a new license with Nintendo’s Kirby. Inspired by the beloved character’s world, the Kirby Ice Cream Tower is a fun balancing game. There will also be movie-tie in games for the Super Mario Galaxy Movie hitting screens in April, plus some exciting new offerings within the Super Mario range.
01869 363800 | sales@ravensburger.com www.ravensburger.com
With a raft of new additions building on popular puzzle series from Ravensburger, Q1 will deliver plenty of newness from the number one in 2D puzzles.
for other hit series such as My Haven and Linda Jane Smith’s Crazy Cats will also be available from January, more details to be revealed soon.
Launched earlier this year, Ray’s Comic Series from Ravensburger has been well received by fans of comedy puzzles. The highly detailed designs by artist Ray Nicholson, are packed with hilarious antics to be revealed as puzzlers piece together the collectable 1000-piece jigsaws. Series 1, entitled Holiday Resort, celebrates the wonderful world of vacations with 2025 launches, The Campsite and The Hotel, joined by The Pool and The Amusement Park in January. Folks are enjoying lazy days on holiday, but not everything is going to plan in these scenesthere are plenty of mishaps to be found. Once completed, the four puzzles are designed to sit together creating one themed image. The fun won’t stop there as there are more jigsaw japes to be had with the second Ray’s Comic Series instalment also launching in Q1 – this time the fun is flying through history with ‘Time Travel’. The first two 1000-piece puzzles to launch under this theme are Classical Era and Middle Ages, each
THAMES & KOSMOS
01580 713000 | sales@thamesandkosmos.co.uk www.thamesandkosmos.co.uk
characters, cheeky animals and hidden jokes. Ray’s Comic Series will be supported through events, digital and PR support.
The company will also launch a new adult puzzle series in January entitled The View from My Window. Illustrated by artist Steve Read, who also behind Ravensburger’s My Haven collection, the series is set to reflect a variety of scenes and environments from a window viewpoint. The first in the collection, The Canal Boat, launches in January with its pretty view from inside a narrow boat home – complete with waterside country pub.
Thames & Kosmos has confirmed its Q1 2026 games line-up, featuring a strong mix of innovative titles across key categories, designed to appeal to a wide spectrum of retailers and players. Leading the schedule is Orloj, a major new strategy game from Devir and one of the most anticipated releases at Essen Spiel 2025 and on the Board Game Geek hotness chart. Set in historical Prague, Orloj centres around the city’s astronomical clock and blends area control with unique timing mechanics, offering depth and replay value for seasoned gamers. Also launching are two new entries in the successful EXIT series. EXIT: The Game – Kids – The Great Bee-scape brings the award-winning escape room experience to younger players. With simplified co-operative mechanics and an engaging storyline, it’s an ideal introduction to the EXIT brand for families and firsttime players.
SIMBA SMOBY
01620 674 778 sales@simbasmoby.com
Finally, Q1 sees the launch of a new title under the Spy Labs brand: Spy Labs: High-Tech Handcuffs, a play-focused, techinspired item. introduction
EXIT: The Game – The Circus Mystery continues the evolution of the escape room format, with riddlesolving in a circus-themed setting. With broad appeal to casual and seasoned fans alike, it supports Thames & Kosmos’ ongoing strategy to expand the EXIT audience beyond traditional board game channels.
Q1 will see the launch of the new Motor Mutants range from Dickie – a thrilling new range that blends slime, surprises and vehicle play with over 15 unique surprises. Series 1 offers 10 City Invasionthemed styles to collect.
Outdoor fun is guaranteed too with new launches from the best-selling Smoby Life range. The Mud Cooking House will build on the success of the Mud Kitchen, giving kids even more creative space to get messy and explore nature.
With less than three months to go until Toy Fair 2026 opens its doors, we sat down with Rebecca Deeming-Mitchell, Senior Communications & Events Manager at the British Toy & Hobby Association, for an early sneak peak at next year’s show
The road to Toy Fair 2026 has well and truly begun. How are early visitor registrations going?
Toy Fair is set to welcome the industry’s leading brands for another exciting showcase in 2026. Registration opened a few weeks ago, and we have already had a fantastic response from a host of leading buyers, retailers, licensors, inventors, media and the wider industry.
Toy Fair kick-starts the year for the toy, hobby and games industry, allowing visitors to set their eyes upon the latest innovations within the sector; exploring what’s to come in the year ahead as well as make vital connections. Toy Fair is the first opportunity of the year for visitors to get hands-on with the newest toys and games launching in 2026, build on current relationships and make new ones, as well as place orders for the year ahead.
Why should attendees be sure to register early?
Every year, we encourage visitors
to sign up as early as possible, to allow us to share all of the key updates in the lead up to the show. By registering early, all attendees will have time to book in key meetings with more than 250 exhibiting brands - getting first access to products set to launch in the year ahead. Due to the busy nature of the show, we strongly recommend attendees schedule in as many meetings as they can in advance.
There are over 40 newcomers to look forward to meeting at next year’s show
This year, for the very first time, we are introducing the Toy Fair app, which will help encourage seamless networking opportunities
This Christmas, the BTHA is once again giving you the opportunity to provide an alternative to sending out Christmas cards to clients – one that ensures all proceeds go directly to disadvantaged and disabled children through the work of the industry charity, The Toy Trust The initiative is supported by TnP every year – offering you the opportunity to use your logo in a Christmas thank you double page spread in the December issue. The minimum donation is £500, but larger sums are of course welcome! Contact Tracey@btha.co.uk to see if you can still make a donation and be included in this annual tradition. Please do not hesitate to contact Tracey for any further information.
including Bitter Rivals, CORE Action Sports, Buki France and dantoy, as well as returning companies such as The Lego Group, Jazwares, Galt (part of the Jumbo Group), Epoch Making Toys, Insect Lore, Spin Master Toys, Paper Projects, Battat, Boldcube Scooters and Buddy and Barney, plus many more.
There’s a new app for Toy Fair 2026. What are the features, why introduce a new app this year,
and how will it help visitors and exhibitors make the most of their time at the show?
This year, for the very first time, we are introducing the Toy Fair app, which will help encourage seamless networking opportunities between all of those attending the show. The app is set to launch in November and will be available on all Android and iOS devices, allowing attendees to start making connections straight away.
Anybody who downloads the app can pre-schedule meetings to make connecting easier, something we strongly encourage, as this will help to facilitate multiple meetings with an improved level of efficiency.
40+
The number of new exhibitors at Toy Fair 2026, including Bitter Rivals, Core Action Sports, Buki France and dantoy
As well as helping make connections and diary management easier, the app will also provide visitors with a one-stop shop for all event information, including exhibitor lists, floor plans, exclusive show offers, sponsor information and event schedules. The interactive element of the floor plan will assist visitors in navigating around the show and discovering companies and products they may well have otherwise missed.
As well as established toy companies, Toy Fair is known for fostering emerging companies through the Gold Zone. What can we expect from this popular section of the show floor this year?
At Toy Fair, we are incredibly proud to encourage and support emerging companies from the industry within the Gold Zone section of the show. The area will once again host an exciting roster of entrepreneurs and start-ups, and can be found towards the rear of the Grand Hall on the ground floor.
This year, as always, we have new companies exhibiting for the very first time alongside others
A brand-new app is launching for Toy Fair 2026 giving visitors a one-stop digital shop for meetings, networking, and general show information. Attendees are encouraged to download the app in advance to stay up to date with the latest fair news, access discounts and show offers, and navigate the show floor.
How are you evolving the show in response to visitor and exhibitor feedback?
Every year, Toy Fair grows and evolves, and we are always grateful for the feedback we receive. We review all feedback and work to make changes that enhance the experience and efficiency of the event for exhibitors and visitors alike. In response to feedback, the introduction of the Toy Fair app aims to enhance networking opportunities both before and during the show and improves navigation throughout the three-day event.
who have attended the show before. We are delighted to share that some of our Gold Zone companies have expanded since last year and can now be found elsewhere on the show floor.
You will find everything from children’s board games to books and crafts within the Gold Zone, from exhibitors such as Alley Cat Games, Max and Ivy, Invisible Typewriter, Little Acorn Games, Squeek, and so many more fantastic companies.
Gold Zone companies will also be recognised in next year’s Toy Fair Hero Awards for the first time. Why was it important to include up and coming companies in this prestigious awards programme?
This year, we have introduced a Hero Toy Award for Gold Zone exhibiting companies. We have introduced this to encourage all companies, big and small, to enter into the awards. Having a Gold Zone Hero Toy Award is a great opportunity to shine a light on a smaller, emerging toy company, keen to build awareness of their offering and make an impact at the show.
We are incredibly proud to encourage and support emerging companies from the industry
For those who are considering attending Toy Fair for the first time - or returning after a few years - what do they have to look forward to at Toy Fair 2026?
Toy Fair is the first opportunity of the year to see the latest toys and games set to launch in 2026, while offering the chance to network with more than 250 exhibiting companies, showcasing a vast range of products, including board games and puzzles, arts and crafts, plush toys, collectibles, tech toys and ride-on vehicles, and so much more.
Now in its 72nd year, the event offers an unrivalled opportunity to connect with emerging start-ups and industry titans all under one roof in a vibrant atmosphere. Toy Fair is the ideal place to build new business connections, strengthen existing relationships and access exclusive on-site retail offers. We are excited to see what is to come in 2026.
If you would like to take part in Trade Talk, we’d love to hear from you. Please email
This month our suppliers talk copycats, Christmas, and crystal balls
What are your highest hopes and greatest fears for the run up to and including the festive season?
I hope that trade picks up for the majority of suppliers. I think it might be later than ever this year as the budget is so late on 22 November. With fears of further rises in household bills and even pensioners being taxed, I don’t think anyone thinks they’ll be better off in the short term.
How do you feel the festive season will be for suppliers and retailers?
There are always winners, but I suspect some aggressive pricing is coming as both sides are not finding it easy at the minute and the landscape is changing with lots of test-and-learn approaches across the industry.
Simon Prest Sales Director
Do you ever have problems with fakes and copies of your products?
Don’t we all? It’s definitely increasing and not helped by the data that’s now being made available - an unintended consequence perhaps of a certain retailer driving more revenue for itself. Information is now available for all to calculate what and where they would like to copy.
Not mentioning particular ranges, what's top of your agenda to keep ahead of the competition that will set you apart?
“Marketing: I believe that this is the fastest changing area of the business, and right now I still don’t believe anyone has mastered a new formula for making accurate predictions or forecasts.
What are your highest hopes and greatest fears for the run up to and including the festive season?
Our highest hope is that shoppers see the Orchard Toys range as hitting the sweet spot for thoughtful gifts that combine fun, learning, and great value. Our games, puzzles, festive seasonal lines, and licensed products are great gifts, and our mini games make brilliant stocking fillers. Although fleeting trends can be tempting, we believe the enduring fun and educational value of Orchard Toys will stand out to shoppers this festive season.
What are your thoughts on the upcoming autumn budget on 22 November?
“And heading into 2026, and show season, how do you think it will go and which shows are most important for you?
For the UK, it’s London Toy Fair, followed by Nuremberg, especially as our European businesses are excelling right now. As a company we are currently less vulnerable to the taxes in the US, which allows us to further invest in product innovation and creative marketing.
Any other thoughts and observations?
Just wishing everyone a successful festive season and, if you need a party game, a reminder to unleash the cheese with Hitster Guilty Pleasures - our newest award winning music game. So switch the news off (apart from trade press of course), get reminiscing, turn the volume up and start the party early!
”product variety, and smart merchandising, both suppliers and retailers should see solid results.
Do you ever have problems with fakes and copies of your products?
Like many leading toy brands, we keep a close eye out for counterfeit products and act swiftly to protect our customers and our reputation. Strong retail partnerships and vigilant monitoring help ensure shoppers can always trust the quality of Orchard Toys.
It’ll be a competitive period, but with strong stock levels, good product variety, and smart merchandising, both suppliers and retailers should see solid results
Although there’s some understandable caution ahead of the autumn budget, I hope it will contain wellconsidered measures that will give shoppers and businesses renewed confidence. A supportive budget could really help unlock spending and set a positive tone for the crucial festive period.
How do you feel the festive season will be for suppliers and retailers?
It’ll be a competitive period, but with strong stock levels, good
” Marketing: I believe that this is the fastest changing area of the business, and right now I still don’t believe anyone has mastered a new formula for making accurate predictions or forecasts
Not mentioning particular ranges, what's top of your agenda to keep ahead of the competition that will set you apart?
Our recipe for success is sticking to what Orchard Toys always does best - fantastic game play, fresh executions including perfect fit licenses, never losing sight of what the brand is about: “learning made fun”, and a great price point and design that makes our products pop on-shelf for retailers and shoppers. These core values combine with listening to our customers - a mix of solid data, customer insight, and staying closely connected to our retail partners.
And heading into 2026, and show season, how do you think it will go and which shows are most important for you?
London Toy Fair and Nuremberg will be key shows for us in Q1 2026, and with a pipeline of amazing new products we’re exciting for the year ahead.
Eejay
Managing Director Zimpli Kids
What are your highest hopes and greatest fears for the run up to and including the festive season?
My highest hope is that our new products, especially our bespoke Christmas range, perform just as strongly in stores as they have been received and supported by our loyal retailers. And my greatest fear is a bit of a two-edged sword: as the demand for our Christmas range is so high, I am worried that we might sell out too early in the season, without time to restock!
How do you feel the festive season will be for suppliers and retailers?
Allana
Holmes , Commercial Director at Hunter Price International insights on how nostalgia and trends from outside the toy sphere are driving consumer interest, and what’s in the pipeline for Q4 and beyond
How do you identify industry trends and decide which ones are worth focusing on?
From what I’ve seen online and heard from fellow suppliers, the festive season is looking promising and shaping up to be both busy and successful. There’s a clear sense of optimism across the industry, with strong consumer demand starting to build slightly earlier than it did last year.
Do you ever have problems with fakes and copies of your products?
We have worked hard to carve out a unique niche in our category and remain committed to driving innovation, but the truth is no brand is completely safe from copies or imitations. That’s why we make it clear that we will always take the necessary steps to safeguard our intellectual property and protect our business interests.
We have worked hard to carve out a unique niche in our category and remain committed to driving innovation, but the truth is no brand is completely safe from copies or imitations. That’s why we make it clear that we will always take the necessary steps to safeguard our intellectual property and protect our business interests
Not mentioning particular ranges, what's top of your agenda to keep ahead of the competition that will set you apart? We’re all about making screen-free play affordable, stimulating, and accessible for children of all ages and abilities, through safe, simple, ‘Just Add Water’ products that spark imagination and fun!
And heading into 2026, and show season, how do you think it will go and which shows are most important for you?
I am really excited for show season, and for 2026 in general, with so many new products launching, and an exciting new license that I can’t wait to reveal! Trade shows are always a rewarding time, giving us the chance to reconnect with partners and hear fantastic feedback on the ranges we work so hard to create. The London Toy Fair is always a major event for us, and this year we will be in a brand-new location, at Stand B42, right next to our subsidiary company Simba Smoby.
Nuremberg Toy Fair is another key highlight, where we meet with our international distributors from over 20 of the 40 countries we distribute to, in what is always a whirlwind three days of back-to-back meetings! And more recently, the LA previews have become an increasingly important fixture in the trade show circuit, giving us yet another opportunity to share our innovations on a global stage.
We take a multi-layered approach to identifying trends. There’s trend and industry reports, as well as retail sales data of course –yet social listening is imperative.
It’s not just about being aware of what the hot topics on the likes TikTok and other social channels are, it’s about identifying those key conversations, behaviours and moments which will capture consumer attention.
And not necessarily always in the toy market, it’s looking further afield in terms industries like fashion, food and drink and celebrity culture, where we could identify the next big opportunity.
What is driving consumer interest right now?
Right now, nostalgia is playing a big role; parents and grandparents are seeking toys that connect them to their own childhoods, while still offering new experiences to kids.
There’s also pop culture trends being spearheaded by celebrities and fuelled by social media - Labubu being a prime example in recent months, where limited availability drives increased demand and collectability, with rarity sparking multi-purchase.
What's in store in the next six months?
It’s not just about being aware of what the hot topics on the likes TikTok and other social channels are, it’s about identifying those key conversations, behaviours and moments which will capture consumer attention “ ”
Our creative teams have executed incredible ranges for AW25, so a highlight will certainly be seeing these come to life in retail, which we’ll be monitoring closely as we start to develop even bigger plans for AW26. So much hard work and dedication has gone into the development of these collections for Taggeez, Artistry, Crayola and many more, that we’ll double down on these new own brands and license partnerships, to maximise opportunities around key retail moments. We’ll continue playing to our strengths and building on our successes so far this year.
How do you feel the festive season will be for retailers big and small? There’s a lot of changes taking place and with that comes a lot of optimism. Retailers doing well aren’t underestimating the power of their stores and retail fundamentals around value, service, environment and experience.
The experiences they are able to create in stores, while balancing online presence is key and as we head deeper into Q4 it’s about all about attention and engagement – and who’s going to capture the imagination of the consumer through brand experience and product.
Lee Crocker Country Manager CobiToys Ltd
What are your highest hopes and greatest fears for the run up to and including the festive season?
Wow, what a question. I hope that this year brings everyone joy and happiness, retailers have a good festive period selling through all their stock and they attend London Toy Fair with positivity and money to spend. Greatest fear, has to be the opposite of the aforementioned.
What are your thoughts on the upcoming autumn budget on 22 November?
I will have to wait until the day, but I don’t feel optimistic. Retailers and suppliers have all been hit in the previous budgets, so I am hoping that this budget will give retailers (especially indies) extra money so they can improve stores, increase web presence and hold a greater depth of stock.
What are your highest hopes and greatest fears for the run up to and including the festive season?
The hope is that people get out and spend earlier in the season as opposed to rushing in December, giving distributors time to react and replenish, and allowing retailers to make bolder listings and forecasts moving into 2026. The fear is that this doesn’t come to fruition, putting further pressure and risk onto the suppliers.
What are your thoughts on the upcoming autumn budget on 22 November?
Unfortunately, it’s looking like we’ll all have to contribute a bit more to the pot and will create further uncertainty. With it being later and the little visibility of ideas being floated, it will most likely delay investment.
The last few days before Christmas, the smaller retailers will pick up the shoppers who are late to the party and don’t want to risk ordering online. Fingers crossed, we will see a similar pattern to this year, with trade being okay in December
How do you feel the festive season will be for suppliers and retailers?
Let me get my Crystal Ball out Mystic Peg. I can see that: “Christmas does happen (every year) and each year it gets later and later”. The big retailers will be working alongside the big suppliers to get as much product sold as soon as possible, which will mean promotion time. Smaller retailers will feel hard done by and some will moan about it, while others will talk with their feet the following year.
But with the last few days before Christmas, the smaller retailers will pick up the shoppers who are late to the party and don’t want to risk ordering online. Fingers crossed, we will see a similar pattern to this year, with trade being okay in December, but January and February being strong as children have received money for Christmas.
Do you ever have problems with fakes and copies of your products?
”
Of course and everyone should be concerned. Licensors along with suppliers, retailers, trading standards and customs should be working hand-in-hand to ensure that fakes and copies do not make it to the shop floor. It is difficult to catch everyone fake or copy as there is always someone wanting to make money the wrong way!
And heading into 2026, and show season, how do you think it will go and which shows are most important for you?
For me, the most important trade shows that I will attend are London Toy Fair, Nuremberg Toy Fair and the Toymaster May Show. These all have their own merit and are equally as important. London can be a yard stick to the other shows, so if London is buzzing and busy, I tend to find the other two shows are the same. How will they go? Good question. If the public have spent their money in stores during the Christmas then the retailers will have an optimistic look at the shows.
Any other thoughts and observations?
Plenty of thoughts, like when am I meeting up for a curry with Anil, Ben, Dom, Mark - or can Chelsea beat Liverpool to the Premiership this season! [Ed: It’s not looking likely I’m afraid]. The main observation for me for 2026, will be Amazon: how many more suppliers and retailers will walk away from the platform and how that will affect Amazon? This is going to be an interesting year for the platform.
How do you feel the festive season will be for suppliers and retailers?
All being said, it’s looking positive with all our partners. As always it depends on what you have in your bag at the time, so we are optimistic. Hopefully everybody has the right things at the right times!
Do you ever have problems with fakes and copies of your products?
This can always be a worry when working with branded and licensed goods. If it does occur, it means what you have is great product! We always try to work with our partners to shut things down as quickly as possible.
Not mentioning particular ranges, what's top of your agenda to keep ahead of the competition that will set you apart?
Our teams work hard at keeping ahead of the pack with innovation and trends, followed up by being quick to market.
And heading into 2026, and show season, how do you think it will go and which shows are most important for you?
We are seeing consolidation of the fairs to the key shows and dates. For us it is Nuremberg, LA April and LA September, with a quick trip to London Toy Fair in January!
Any other thoughts and observations?
It will be an interesting few years with the challenging geopolitical situations, tariffs, and domestic issues in each market. All we can do is continue to invest in new development and supply more great toys!
Heather Welch General Manager,Author of Happy Children Play Edx Education UK
What are your highest hopes and greatest fears for the run up to and including the festive season?
The festive season is such a magical time for children and families, and for me, my greatest hope is that parents and caregivers continue to choose toys that encourage creativity, curiosity, and meaningful play. A toy can be so much more than a gift; it can become part of a child’s learning journey, sparking imagination and building confidence. My concern, however, lies with the pressures many families are under with rising costs, and the challenges this creates for both consumers and the industry. Ensuring that children still have access to high-quality, affordable educational play is at the forefront of our minds.
What are your thoughts on the upcoming autumn budget on 22 November?
Edx will be looking closely at measures to support families and early years education. Play is the foundation of lifelong learning, yet it is often undervalued. If the budget provides relief to households and invests in the early years, it will make a real difference. Not only to our
industry but also to the opportunities children have to develop resilience, social skills, and a love of learning from the very start.
How do you feel the festive season will be for suppliers and retailers?
There is optimism but with a careful lens. Parents are more conscious than ever of the value behind what they buy. This is where educational and openended toys have real strength, they last beyond the festive season, grow with the child, and create shared family experiences. Retailers who champion these values will stand out.
Not mentioning particular ranges, what's top of your agenda to keep ahead of the competition that will set you apart?
Copies can never replicate the safety, quality, and thought we put into every product “ ”
For Edx Education, it’s always about combining fun with learning. Our Play, Learn & Create philosophy runs through everything we do, from the toys themselves to the downloadable resources and support we provide for parents, caregivers, and educators. We’re not just offering products, we’re building a community of play, through guides, our Play, Learn & Create podcasts, and digital downloads, making sure families feel inspired and empowered to make play a central part of everyday life.
Do you ever have problems with fakes and copies of your products?
Yes, it does happen. As a brand that has been innovating for almost three decades, we take pride in our designs and the educational expertise behind them. Copies can never replicate the safety, quality, and thought we put into every product. For us, it reinforces the importance of staying true to our philosophy and continuing to innovate in meaningful ways.
And heading into 2026, and show season, how do you think it will go and which shows are most important for you?
We’re very excited for 2026, especially with new partnerships and licensed ranges on the horizon. Shows like London Toy Fair and Spielwarenmesse in Nuremberg are vital for us, not only to share our innovations but to connect and listen. Hearing directly from retailers, teachers, and families helps us shape the future direction of our products and ensure they remain relevant and inspiring.
Azaria PR
amber@azariapr.co.uk | www.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, Jumbo Galt, Hippychick, and ebebek, 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
● Brand and expert partnerships
● Product placements
…and much more.
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. Its digital marketing service includes Facebook retargeting, Google Shopping, search and SEO, to deliver fullyrounded 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.
vicki@elmermarketing.co.uk www.elmermarketing.co.uk
Vicki Marler-Hausen has been running Elmer Marketing for 7 and a half 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 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!”
Award-winning, enthusiastic and down-to-earth
bumpPR
lisa@bumppr.co.uk | www.bumppr.co.uk
BumpPR’s down to earth, friendly, and enthusiastic approach to PR ensures it remains one of the leading PR agencies in the toy, nursery, and children’s sector, working with some truly iconic family brands. Having supported and helped brands to flourish for over 15 years, the awardwinning agency, with its vibrant team of seven, is continuing to evolve its services, covering traditional PR, influencer and celebrity outreach, events, social media, copywriting and much more!
With more than 50 years combined PR experience, the small yet dedicated team ensures each client is made to feel important, with bespoke planners thoughtfully created to seamlessly support individual brands’ marketing objectives. Whether it’s a long-term, integrated PR strategy; a one-off product launch; an epic and engaging event; or an exciting social media campaign, bumpPR will ensure that your company, product, or service gets credible exposure in all the relevant places. In other words, the team will get the right people talking about you – from press to influencers. From global brands, to start ups, bumpPR is here to help.
Priding itself on having longstanding relationships with
many of its clients (some for over a decade!) the agency has represented a number of iconic brands, including: Janod, Smart Toys and Games, All Jigsaw
Puzzles and Yoto, to name a few, as well as iconic nursery brands like Snüz, The Little Green Sheep, Joolz, Polarn O. Pyret and more.
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.
Twenty-plus years of doing what we love!
Evolution PR
michele@evolution-pr.co.uk | www.evolution-pr.co.uk
With 20-plus years at the heart of the toy industry, Evolution PR is a go-to communications agency that delivers creative, comprehensive, and results-driven activations. From effective digital campaigns and high-impact social media strategy to influencer outreach and unforgettable launch events, the Evolution team can handle it all. Evolution PR prides itself as being not just a service provider but an extension of its clients’ in-house marketing function. The team brings
a wealth of knowledge of the kids’ and family space, delivering bold, creative ideas backed with measurable results. It’s an agency that thrives on over-delivering and prides itself on making every campaign budget work harder. Whether it’s a large-scale campaign or a one-off project, Evolution PR offers a flexible, full-service approach, including digital ad planning and placement, tailored to meet a client’s marketing goals. No fluff, all substance and campaigns that deliver… That’s the Evolution PR mantra!
“Christmas
has certainly come early in our household. Joe has been playing with it non stop since”
Mum Susie
Just Play’s Coco the Tumbling Panda had our Toy Tester, eightyear-old Joe, rolling on the floor laughing this month. We found out why it was such a hit - and why mum adores it just as much
When we asked a selection of our Toy Testers on one of our recent events back in the summer, what was the number one toy on their Christmas list, Joe (8) responded with ‘The Rolly Polly Panda.’
We knew exactly what he meant. He wanted the Just Play Coco the Tumbling Panda from the Just Play FurReal range.
His Mum Suzie had added that Joe is obsessed and it is all that he talks about.
We let them know back at base and within a few days, the Just Play team had kindly sent one direct to a very happy young lad.
Joe reported back to us: “I like best that it goes to sleep on me. It’s really cool when my panda laughs when you tickle his foot. I got Mum to tell jokes then tickled Coco’s foot. It was like he was laughing at Mum’s jokes.”
Joe also said he loves playing with the panda and that he sleeps next to his bed every night.
Mum chipped in: “It was really lovely of Just Play to send Joe one. Christmas has certainly come early in our household and he has been playing with it non stop since. I love how many reactions the panda has, and the rolling over is so clever. Joe likes rolling along with it. Suzie added: “My daughter also loves feeding him from the bottle and pretends she has a pet baby panda. Both kids take great care of Coco. It’s been lovely to see how much fun they are having.”
For more information on the full product range from Just Play, go to uksales@justplayproducts.com or www.justplayproducts.com
75 ANNIVERSAR Y Y EARS
Thank you for your support
Adam Woodgate , VP Research Solutions at The Insights Family , looks at rewind culture, a nostalgiafed phenomena leading Gen Alpha to embrace characters, franchises and brands established decades before their birth
Gen Alpha, born well after the dial-up buzz of the nineties, global panic about the Y2K bug, and the glittery excesses of the noughties, are growing up in a world where their engagement with the past is influencing their lives right now.
Across screens, speakers, and in shops, children and young teens embrace franchises, formats, and aesthetics from a time before they were born. Unlike their parents reminiscing about their own childhoods, today’s kids are nostalgic for a time they’ve never experienced.
Using insights from The Insights Family’s continuous survey of 3-15-yearolds, conducted across 22 countries, we will explore how nostalgia influences the entertainment choices of kids today. Our focus will be data for Australia, the UK and the US. We’ll examine what the data reveals from earlier this year and identify creative and commercial opportunities this trend presents for the industry.
Retro rising: What’s old is cool again
Kids aged 3-15 are forming strong emotional bonds with entertainment that predates their birth. Scooby Doo, Power Rangers and SpongeBob SquarePants, Star Wars, Harry Potter, and Transformers, Eminem, and Avril Lavigne are examples of the many popular shows, characters, and
Kidsaged 3-15 are formingstrong emotional bonds with entertainment thatpredates their birth“ “
musicians originating well before the Gen Alpha generation began in 2010.
While millennial parents often introduce this content, in this article we will show our data reveals kids are actively discovering it themselves - especially via social platforms like YouTube, TikTok, and Instagram Reels.
Many of the most popular TV shows in Q1 2025 originated pre-2010, including The Simpsons (1989), Pokémon (1997), SpongeBob SquarePants (1999), Dora the Explorer (2000), and Ben 10 (2005). These aren’t passive choices - many have been rebooted or refreshed, like Ben 10 with multiple story arcs and Pokémon with evolving characters. Others, like The Simpsons and Tom and Jerry,
remain virtually unchanged, proving the lasting appeal of distinctive or relatable characters and ageless humour.
The same pattern appears in film. Three to eight-year-olds love the classic franchises like Spider-Man (1959), The Lion King (1994), and Toy Story (1995). These titles endure through family viewings, streaming, and remakes - such as Disney’s live-action Little Mermaid and the upcoming Toy Story 5. For older kids, franchises like Harry Potter and Transformers remain top picks, while nineties staples like Home Alone continue to captivate younger viewers.
Many of the most loved characters among 3-12-year-olds such as Barbie, Spider-Man, SpongeBob SquarePants,
Mickey Mouse, Mario, and Scooby Doo originate in the 20th century. The chart of the top 10 favourite characters reveals around three-fifths or more originate before 2010.
What explains the enduring appeal of the two-thirds of the Top 50 characters in our Q1 2025 data that debuted before 2000? Their success appears to result from consistent reinvention that preserves the original’s authenticity, other possible reasons include:
■ Cultural Familiarity – Shared across generations, often introduced by parents
■ Visual Recognisability - Iconic visuals like Mickey’s ears or Barbie’s pink palette
■ Everywhere Kids Are - Reinforced through brand extensions into films, TV series, video games, toys and consumer products.
Kids’ music tastes are just as retro-inspired. Our data shows high engagement with artists making their debut before many Gen Alphas were born. While this can stem from millennial parents sharing playlists, it’s also driven by TikTok trends. Old tracks are reinterpreted or sampled for a new generation. To many a song’s release date is irrelevant - it just has to be a hit.
In our Q1 2025 data:
■ 3-8-year-olds listen to Taylor Swift, Beyoncé, Justin Bieber, Pink and Eminem - often through household exposure or from TikTok videos.
■ 9-12-year-olds add enduring acts like Lady Gaga and Coldplay
■ Although not shown in the chart, 13-15-year-olds expand into AC/ DC, Snoop Dogg, Red Hot Chilli Peppers and even ABBA.
The message is clear - whether it’s through rebooted or original-era content: kids today are just as captivated by these worlds as their millennial parents once were.
So how does a typical eight-year-old discover 30-year-old entertainment?
Today’s non-linear, remixable media is shaped by word of mouth, social platforms, algorithms and (for younger kids) parents. TikTok and YouTube drive discovery of nostalgic content through remixed songs and video clips. Streaming service menus mix old and new, making shows like Dora The Explorer feel as current as Bluey. Co-viewing also matterskids often watch The Simpsons with parents or play retro games like Tony Hawk with older siblings.
In the chart showing how kids discover new entertainment - friends influence all ages, while TikTok and suggestions grow more important with age proving that rewind culture is now driven by both family influence and digital discovery.
What draws kids to eras they never lived through? For Gen Alpha, the past is a creative resource. Retro content helps define unique aesthetic identities, offers comfort in uncertain times, and cultivates a belonging through shared experiences with parents and siblings. Nostalgia isn’t backwards-looking - it’s how kids (with parents’ help) are shaping their present media world.
Unlike previous generations of parents, millennials are active cocurators of their kids’ entertainment. They value the early years, often sharing the TV shows, franchises and music they loved growing up, sparking a resurgence of millennial-era culture in a Gen Alpha’s world:
The Insights Family is the global leader in kids, parents, and young adults market insights, providing real-time data on the attitudes, behaviours, and consumption patterns of the next generation of consumers and their families. For more information, visit: www.theinsightsfamily.com.
■ Analogue Aesthetics: Pixel graphics (such, VHS filters, and Tamagotchis evoke nostalgic 1980s-90s aesthetics, introducing kids their parents’ childhoods.
■ Video Games: Classic game franchises like Mario Kart and Pokémon continue to release new products.
■ Fashion: TikTok revives early noughties fashion and nineties pop-punk music, with kids wearing nostalgic styles and bonding with parents sharing playlists.
What it means for brands and creators
GenAlpha doesn’t see nostalgiaas lookingback - it’s how theyconnect now
“Rewind culture isn’t a passing trend - it’s a platform for cross-generational connection. Creators and licensors have the opportunity to deepen relevance by blending legacy appeal with modern formats. Here are a few thoughts to bear in mind when creating content for the Gen Alpha generation.
■ Design for Co-viewing: Package content and promotion that resonates across generations.
■ Respect the Original Source: Kids care deeply about authenticity - reboots should honour the spirit of the original, not just the logo.
■ Enable Remix Culture: Offer shareable assets, music snippets, and visual elements that allow kids to personalise and circulate nostalgic content - especially with the growing number of kid creators.
■ Layer Discovery Paths: Make legacy content accessible on the platforms kids use like TikTok, YouTube Shorts, Roblox and in curated streaming menus.
■ Rethink Merchandising: Toys, clothes, and collectibles that revive classic designs (e.g., original Pokémon card sets or vintage Barbie dresses) have a cross-generational appeal.
Gen Alpha doesn’t see nostalgia as looking back - it’s how they connect now. With millennial parents guiding them, media companies can bridge generations, revive classic IPs, and build lasting fandom together.
As she marks 18 years of trading - and celebrates a triumphant reopening following a devastating fire that could have ended it all - US retailer Gwen Ottenberg , owner of Imagine That Toys in Kansas, chats to Clare Turner about her varied career in the ‘business of fun’
Gwen, what’s your professional background?
I’ve always been in the business of fun, in one way or another. My very first job was working in Idlewild amusement park (in Ligonier, Pennsylvania) in both the catering and games area. I loved getting to interact with all sorts of people and was particularly good at getting a crowd to come to my game and make it exciting.
In high school, one of the career aptitude tests said that I could be an auctioneer - a skill set that’s been used for sure. After that, I worked at SeaBase Family Fun Center: I started as a party hostess and worked my way up to being one of the managers.
What inspired your move into toy retail?
After graduating from college, I moved to Wichita in Kansas when my boyfriend (now husband) Al was recruited to work in aviation. When I moved here, there were two places where I wanted to work: Chance
Reopening wasn’tjust aboutgetting back to business - it was about givingkids and families theirtoystore back ” “
Rides, maker of roller coasters, carousels, and amusement park rides; and Exploration Place, which is a children's museum and science centre. Luckily, there was an opening for an assistant manager at the Explore Store, which is the gift shop inside the museum.
That’s where I found my love of retail, and met a mentor who saw my potential to open my own store. Every dollar that the store made went back into the museum to support the mission. So when a field trip came in, it became a game to see if they could spend all their money with us! I was very used to dealing with groups of children, so this came very naturally to me. I was there for a little over two years, and when I left, I took time off to start Imagine That Toys.
Tell us about your business.
At first, I didn't believe that I could really own a store, but Al convinced me to go for it. He gave me the courage to not only quit my job but to push forward and open our own toy store. We officially opened Imagine That Toys in 2007. I wanted to say that I’d opened my first store before my
25th birthday, and I did. We opened on 1 August, and my birthday is 17 August.
The first store was 3,700sq ft. It was the last space in a strip centre that I referred to as ‘mom-friendly’. We were next to an upscale women's clothing boutique, a spa and salon, a jewellery store, a home decor store, and restaurants.
I remember telling my sales reps when I was at the museum that I’d open a toy store the following year, and many worked with me to place initial orders at my kitchen table. Al and I got to build the store together. He’d work his full-time job, and then come to the store for however long was needed to make it work.
We learned very early on that there were ‘Gwen Questions’ and ‘Al Questions’ because our areas of expertise were different but complementary. He’s far more technical, and I’m the one with crazier ideas - which he then figures out how to make happen!
Are you a member of toy associations? I’ve been a member of ASTRA (American Specialty Toy Retailing Association) since
my museum days. I’ve met amazing people and learned so much. The people I’ve met through ASTRA have been the ones who’ve reached out the most to check on me. ASTRA has pushed me to be a better businessperson, with things like the sessions at its Marketplace & Academy as well as its Benchmarking Survey that tells me how I compare with other toy stores like me around the country.
Congratulations on your 18th anniversary! What key lessons have you learned over the years?
I’ve learned, and continue to learn, so much. When I started, people assumed my parents owned the store and I just worked for them. At my very first toy fair, so many people ignored me. I ran into a colleague that I’d met before I opened and lamented to him. I remember he said: “Enjoy it now, because it won't always be that way.” He was so right!
Now I’m known for my loud opinions, tie-dye T-shirts, and mismatched socks. Honestly, it takes me a long time to walk a show because most manufacturers want to talk to me - and I love every minute of it. I’ve learned that I’m truly a product person. I’m happy to talk about products and how something plays all day long. I really love that I get to play every day.
And how has the toy industry changed during your time?
There are definitely more people trying to be in the toy industry. Almost every type of store seems to carry at least some toys. But they’ll never do it as well as the stores that truly focus on the power of what a toy can do for the person playing with it. Also, I have to be the face for my store. People buy from people, and customers expect to see me on my social media. If I didn't have a strong presence there, I wouldn’t be where I am today.
What have been the standout highs and lows?
There are so many highs! My favourite week of the year is the one after Christmas, when kids come in to tell me what Santa brought them. They’re so excited and can't wait to talk all about it. I get to know that deep down, I helped make that happen.
I also love it when a woman comes in to shop the baby section and confides that she’s just found out that she’s going to be a grandma. But I can't tell anyone because it's not public knowledge yet. When people let you into that part of their world, it's incredibly rewarding.
As for lows, we’ve been broken into a few times in the middle of the night. People have smashed our windows to steal Pokémon and Lego in the last year. There was a really bad theft ring here that hit all of the stores several times. That was very draining.
But our biggest low happened on 8 June. We’d just been to ASTRA in San Antonio, placing a large portion of our holiday orders, and I was woken at 4am by the alarm company notifying me that my shop door had been broken into.
Al pulled up the cameras and said he thought we needed a plumber because it looked like a pipe had burst, but he couldn't see clearly. When I got to the store, I saw at least seven fire trucks in front of the strip centre. I called Al back and told him to get to the store as there was a fire. Because we have giant windows, someone had seen the building filled with smoke. The firefighters broke into my space first,
What’s the most rewarding part of your job?
I have quite a few friends who are manufacturers who value my opinion and ask for it early in the brainstorming and design process. I’ve given feedback on packaging and wording on products. That’s been fun - to learn another layer of the toy business. It keeps me learning, and gives me a better understanding of everyone's challenges.
realised the fire wasn’t in my store, and moved down to the other two businesses in the building.
“There are definitely morepeople tryingtobe inthetoy industry. Almostevery typeofstore seems to carryatleast sometoys
Ultimately, they found the fire had started in the clothes dryer of the neighbouring spa and salon. But the smoke and soot had travelled through the entire building. One of the absolute hardest days was when they took away all the toys. Literally every stuffed animal, Lego, board game, book, science kit, and art supply had to go. That was gutwrenching to watch and participate in.
We jokingly sing the song by Billy Joel “We Didn't Start The Fire” at least once a day. But I've never been so physically and mentally drained as I was in those past few months.
You triumphantly re-opened in September. What was that process like? I will say that some manufacturers, sales reps, and fellow retailers were amazing. People reached out to come and help clean, price product, and merchandise the store. I had companies replace product at no charge, wipe invoices out completely, and send product for giveaways for our grand reopening. And they sent product to sell to help me get back on my feet, offered credits for their company, sent food and food gift cards, offered extended terms on new orders, and even pre-tariff pricing. I got so many texts, messages, emails, phone calls, and notes from people thinking about us. It's very humbling to know how much people care about me and the store.
There were so many days this summer when it felt like we might never make it to a grand reopening. Between the fire, insurance battles, and endless roadblocks, it seemed like one crazy challenge after another. However, we kept pushing forward because reopening wasn’t just about getting back to business - it was about giving kids and families their toy store back.
When the big day finally came, the festivities did not disappoint. From goodie bags and prize drawings to an XXL colouring station, we drew a line out the door, and the energy was overwhelming in the best possible way. We hadn’t seen a line like that since Black Friday of last year, and the joy of welcoming children and families back into the store was unforgettable. One little girl even ran straight into my arms and told me how much she had missed me - that’s the kind of magic only a toy store can create.
In fact, our reopening became a season-long celebration. We hosted not one, but three grand reopening events in September. The first was filled with giveaways and colouring fun, the second featured a special Lego build in honour of our Gold Standard Lego Store status, and the third brought everything full circle with a butterfly release from Insect Loresymbolising how we’d finally come out of our cocoon after a summer of chaos, back and better than ever.
While we’re still navigating challenges with inventory, tariffs, and availability, I’m grateful to be back doing what I love most: creating a space where children’s imaginations thrive and families feel at home.
Taking all that hard work into account, how’s business so far in 2025?
Until June 1, my store was up 9% over last year. Being closed for basically the entire summer has slid me back some on that number, but I’ll make it up during the holiday season.
What sets your store apart?
requested item in the store this year for sure! I also sell lots of NeeDoh from Schylling and tons of Tonies.
I love to gototrade shows. I think it’s critical to seetoysin person ” “
I believe every store has a personality. Imagine That Toys is a quirky place where everyone feels comfortable. I’m proud that we’re one of the stops on the test for guide dogs that assist with special needs. We have so many distractions that it’s difficult for even the dogs to focus. That’s always one of my favourite days, to watch them ‘work’. I'm also proud that we’re the only true toy store in Wichita - the largest city in the state, with around 400,000 people.
How would you describe your range? My goal is to gain a customer before they’re born! We have lots of Lego collectors that come to us specifically for the 18-plus Lego sets. Our goal is always to keep playing!
Last year we had 260 active manufacturers. My number one - by both profit dollars and sales dollars - is Lego. I have an incredible relationship with ACD Distribution. It carries hundreds (if not thousands) of brands and has five warehouses across the country. So I can get orders as fast as the next day, without paying next-day charges.
I’m a Play Partner with Fat Brain Toys and a Smart Store Master Partner with Smart Toys and Games. I’m also still allowed to sell Jellycat - that’s been the most
How do you source new products? I love to go to trade shows. I just walk and let my eyes take me to whatever they spy. I typically attend the Dallas and Atlanta Gift Shows, Toy Fest, Toy Fair, and ASTRA. I think it’s critical to see toys in person - I want to touch it, and play with it. My customers expect a first-hand account of the products!
I also rely heavily on sales reps to bring me information. I’m very lucky that many sales managers send me previews before shows, and some manufacturer owners reach out to get feedback along the creation process. I read every magazine and blog that I can find about toys, and follow many accounts on social channels to stay informed on an ever-changing landscape. It's a good thing I love what I do!
What’s your selection criteria?
I have to think it’s awesome! I’m very opinionated - you can't convince me to love something I don't understand. At trade shows, I want to actually play the game or open up the product. I’m sort of known for doing that, and even have my own box cutter so we can open and dive straight in.
Game manufacturers love it when I like a game, because I get really loud and excited - and my voice has a way of echoing so you can hear it across the aisles. Literally people tell me they could hear me playing on a different aisle.
What’s next for you and the business?
I’m pretty excited to have reopened for the first time in what feels like forever…. to talk about dinosaurs, the tooth fairy, sleeping in your own bed, pooping in the potty - and all the things that happen as milestones in a child's life. I love getting to share that with them!
And we’re all getting ready for the new year highs of London Toy Fair, Spielwarenmesse, and Spring Fair – our red hot January issue will give you a head start on the show season ahead.
JUST PLAY UK uksales@justplayproducts.com
Disney fans will love pretend playing at being hair stylists with Just Play’s styling heads.
The Disney Princess Moana Styling Head lets little hairdressers comb, twist, and curl Moana’s hair into beautiful new looks. Kids will love using their creativity to create signature buns, breezy braids, ponytails, and wavy curls. Sparkly hair accessories can be mixed and matched with the Disney Princess Moana Styling Head, with so much glamour to share, including an orange flower crown.
There’s also a Disney Princess Elsa Styling Head. Frozen fans will love giving Elsa’s long blonde hair a fairytale makeover. It even comes with her iconic braid and 17 styling accessories.
The popularity of skincare routines, hair and make-up tutorials, and ‘fit-of-the-day videos on social media is driving kids towards fashion and beauty products at ever-younger ages. Inspired by their favourite influencers, kids are following fashion trends from as young as seven, and experimenting with cosmetics and hair accessories between eight and 10 years old. To meet the demand in this trend-driven space, toy suppliers are offering kids new ways to express their style, with child-safe make-up, nail kits, and plenty of role-play.
GALT TOYS, PART OF THE JUMBO GROUP 0161 428 9111 | SalesUK@jumboplay.com www.jumboplay.com
For a dazzling dose of hands-on fun, the FunLockets Secret Mirror delivers fashion-forward flair with layers of discovery built in. More than just a mirror, this stylish vanity is packed with over 20 surprises and 100-plus glittery accessories, from shimmering clips and colourful bobbles to the innovative, tangle-free hair glitterizer. Designed for kids aged four-plus, the FunLockets Secret Mirror combines unboxing excitement with role-play and self-expression. Hidden keys unlock secret compartments, each revealing new treasures for endless makeover possibilities. Whether used solo or shared among friends, this kit encourages confidence and creativity - making it a standout toy for budding stylists.
01159 475200 | office.uk@depesche.com | www.depesche.com
Depesche’s cosmetic products for children are developed with love and the utmost care, dermatologically tested and particularly skin-friendly. From trying out adult make-up for the first time, slipping into a different role or simply looking pretty: with the beauty products from TopModel, little princesses can try it out and discover their very own style. Kids can browse through the many beauty products for children and discover extraordinary make-up sets, beauty accessories, bath products or lip gloss sets with great attention to detail.
With a world full of colours and creative looks, discover Candy’s eyeshadow palettes, Fergie’s colourful blush and brush sets, or Jill’s eyebrow set – developed with children in mind, to let even the youngest ones explore the world of colours and discover their own style.
TopModel Beauty and Me inspire kids to create their own look – without any harmful ingredients. The gentle ingredients are optimally adapted to sensitive children’s skin. So little beauty fans can get creative without worry and feel like a real model – with children’s cosmetics that inspire and do good. That is the Depesche quality promise.
With the eye pads, cloth masks and other practical accessories from TopModel, every beauty day becomes a moment of pampering. The cute eye masks and cooling eye pads make tired eyes shine, while the adorable cosmetic hair bands make hair care a breeze. Ideal for beauty fans who like to relax and try out new beauty rituals – stylish, skin-friendly and perfect for a feel-good look.
With the self-adhesive nails from TopModel Beauty and Me, children’s hands will shine in a fresh look – completely free of harmful substances. The many colours and motives offer fun for all ages and every mood. Simply remove the nails with lukewarm water and try out the next look.
With the TopModel lip gloss sets, every look is an eye-catcher. Whether in the cute little bag or with a glitter effect – every single lip gloss in the Beauty and Me collection offers a soft shine, fresh colours and harmless ingredients – perfect for creative kids.
SIMBA SMOBY
01620 674 778 | sales@simbasmoby.com
Now with a lower RRP and a fresh new pastel colourway inspired by cosmetics, the Smoby
My Beauty Centre is sure to provide hours upon hours of role-play fun for budding MUAs!
Children can play the role of makeup artist, hairdresser or salesperson, with this fun play area. Innovatively, it combines three fun activities in one, offering children hours of imaginative playtime, as they make use of the dressing table’s tilting mirror, shampoo area with basin and merchant counter with a cash register. What’s more, the Beauty Centre playset is made from 60 per cent recycled plastic.
Little ones can use the Smoby Barber’s Toolbelt to achieve their dream of being a barber with their own set of hairdressing tools, all neatly arranged in a handy clip-on belt. The 10 hairdressing accessories are ideal for imaginative playtime.
0161 633 9800
sales@charactergroup.plc.uk www.character-online.com
Character Options’ market-leading Shimmer N Sparkle collection is packed with beauty- and fashionthemed sets to inspire all creative kids.
The Shimmer N Sparkle Light up Beauty Case is perfect for wannabe make-up artists. This kids’ makeup set comes with 20-plus real makeup colours, including eyeshadows, cheek and lip colours, as well as applicators and brushes – everything needed for an ultra-glam makeover. Upon opening the case, children will discover a large mirror surrounded by lights, helping to provide the perfect lighting to create their makeup looks! There’s even a handle to transport the case for glam on the go!
And nails aren’t forgotten, with the Shimmer N Sparkle Trendy Tips Nail Expressions! With this set, children can design cool nail art with stickers, gems and more! It comes with all that’s required to create a salon style manicure in minutes! The nails are so easy to apply - simply press and go! It’s press-on perfection, creating a perfect mani every time.
Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now!
Product: Bullseye Board Game
Company: University Games
Tel: 020 7254 0100
Web: www.university-games.co.uk
Product: Star Wars R2D2 STEM Robot
Company: Clementoni
Email: clemuk@clementoni.com Web: www.clementoni.com
Product: Janod City Playmat
Company: Juratoys
Tel: 020 8878 2133
Email: sales@juratoys.co.uk
Product: One Piece Monkey D. Luffy costume Company: Rubies
Email: customerservices@rubiesuk.com Web: www.rubiesuk.com
Product: Lego Minecraft
Steve’s Taiga Adventure
Company: The Lego Group Web: www.lego.com
In the depths of winter retailers are faced with two major tasks: profitably sell what’s in-store during the Golden Quarter and then take action about what comes after this.
On the former, as long as your shop is up to scratch, this is the stage at which ‘what will be will be’. It’s not the same for the weeks immediately following 25 December. You will certainly have some stock left, hopefully not too much, but by the end of January, the red pen will have done its job and hopefully your shop will be filled with new merchandise, even if there are no customers.
February is the quiet period for almost all retailers, with the exception of homewares and furniture merchants (don’t ask me, it’s just the way it is), so don’t be depressed that everything that you’ve bought isn’t flying off the shelves. It will go, given time. The post-Christmas lull has to be viewed as a billboard ahead of the desired Easter rush.
But back to today. As things stand, there is the little matter of working out what will go on display from mid-January until shoppers start shopping in earnest once more. A couple of things need to be considered. January is in the depths of winter. Lighter days are months away and there is the distinct possibility that money may be tight (Blue Monday, the most depressing day of the year when all the bills come in, is on the third Monday of January), or at least access to shoppers’ pursestrings may be more limited than in the pre-Christmas period.
Which means what exactly? Resign yourself to few or no sales and fill the shop with cheap stuff that is within the reach of the cash-strapped? Short of throwing down the shutters and heading off on a well-earned holiday, it might appear an almost attractive option, one that will involve less work and which will keep the shop ticking over. But will shoppers thank you for it?
Of course they won’t. Just because they’re not in buying mode, does not mean that they won’t be on the lookout for novelty. What is needed therefore is probably something that will act as a pep for those who are tired of seeing markdowns in the stores and want something mood-enhancing.
At any point, suppliers will always be ready and willing to provide something new for you to put on display. Given that sale or return is rarely an option, you will have to dig deep to see a return. Less deep, however, than when buying stock for Christmas - and the quantity required to keep the store filled will be lower as fewer items will be purchased overall.
But what to buy and what sort of price points are appropriate? There is, sadly, no straightforward answer to this one, other than that you will
have to draw on your experience of both your local customers and the market as a whole to decide what is right. When it comes to price, go low and then probably go a little lower, but not bargain basement. As a senior buyer in an outfit your correspondent once worked for remarked: “At the beginning of a season I can tell you exactly how many items I’ll sell. I just can’t tell you what price I’ll sell them at.”
This brings to mind the other point in all of this. Can the period immediately post the Jan sales be deemed a ‘season’. Look at the fashion stores and until recently there was a tendency to ship in summer stock from the first week of January onwards and then sit tight and hope. This has changed and increasingly there has been a realisation that shoppers will probably not be in the mood for buying summer-related items until, well, there is at least some sense that the lighter and hotter months are tangibly around the corner.
Avoid paddling pools, outdoor toys and even fancy dress that is summer weight – they won’t sell: their time will come. Instead, look at what you might have missed over the Christmas period, largely owing to unavailability, and see if there is something that is just a mild forward move from this, but which will still keep shoppers looking in your window.
Easy to say, of course, and most toy shop owners will be seeking advice on what to buy, but if it were that easy, then this column would not be being penned. Some simple advice then. Hit the Christmas leftovers hard – nothing is sadder than a store in which there is a January markdown corner vying for attention against stock that has just arrived in-store. The priority has to be ‘getting clean’ and allowing for the fact that you want to give your new arrivals their best chance, the first markdown has to be the best chance of making this a reality, no matter how much this hurts.
This done, allow your ‘transitional merchandise’ room to breathe and don’t try to bring everything in at the same time. The best retailers always seek to give shoppers reasons to undertake repeat visits, simply because there is always something new to look at. If you can do this, then the chances are good that you may be ‘crying out for stock, rather than crying over it’.
In the meanwhile, get stuck in and make it easy for your customers to buy during the most lucrative time of the year.
John Ryan is Stores Editor at Retail Week. He has worked for the magazine for more than a decade covering store design, visual merchandising and what makes things sell in-store. In a previous life he was a buyer.
Januaryand February bringthe calmafter theretail stormthatis Christmas. Butthereis moneytobe madewith heuristics, clever buying,and strategy, saysJohn Ryan
