Production Director Paul Naish paul@lemapublishing.co.uk 01442 289933
Regulars
5 Editor’s Letter with Rhys Thomas
6 What’s New
The latest product you need to get your hands on 8 News
The most up to date industry news
54 Talking Retail
Toy retailers on last-minute Christmas ordering and social media
62 Don’t Miss Must-stock items for retail
Lema Publishing Ltd Unit 1
Special Report
12 Cover Story
Zimpli Kids gets festive with a new Christmas collection
28 Interview With BLE Event Director Ella Haynes
36 Interview
Kimberly Carcone, EVP, global experiences, The Toy Association on LA Previews
Broomstick Industrial Estate High Street Edlesborough, Buckinghamshire LU6 2JA
At the heart of retail
46 Interview With Dave Poulter, MD of MV Sports, and CCO, Tandem Group
Features
19 Licensed Toys
The hottest properties in toys
38 Infant Toys
The latest lines for little ones
48 Outdoor Toys From ride-ons to messy play
58 Wooden Toys
Traditional and beloved by both kids and parents
Toy Testers
32 Bladez Toyz
RPM Monster Truck RC’s put through their paces
52 The Puppet Company
Our testers walk on the wild side with Jumbo Friends
Retail Interviews
14 Toys, Toys, Toys with TikTok social star Jane Hastings
34 Toytastik
Olivia Amphlett reflects on a decade of the familyrun toy retailer
Columnists
18 Indie Opinion
Maggie Tibbenham, Director of Imagine Toy Shop, on summer, Christmas and awards
57 Retail Opinion John Ryan digs into the balancing act of licensed and branded toys
Editor’s letter
The UK toy trade’s collective Avios balance took a hit in September, with huge numbers of the trade jetting off to the sunny US West Coast for LA Previews. The US Toy Association’s fall preview weeks have been growing in popularity over the past couple of years and, it seems, have truly hit their stride this year. What used to be an ad hoc collection of showrooms is now centred on the Toy Association’s brand-new Toy Building in El Segundo, a hub with tenanted showrooms in the heart of California’s toy district just a stone’s throw from Mattel HQ. It took the team less than a year from concept to ribbon cutting - an incredible achievement.
I caught up with the effervescent Kimberly Carcone, EVP, global experiences, The Toy Association, as the previews came to a close. She told me that early feedback has vindicated their investment in building a community event for the industry and by the industry.
2025, organisers are teaming up with industry tracker Circana and Licensing International for the show’s first press briefing, with a focus on toys. From pre-briefing, it sounds like it will be well worth attending and - if you’re not heading there yourselfkeep your eyes peeled for our newsflash on opening day.
Head over to page 28 for our interview with Event Director Ella Haynes to learn what’s new and what to watch out for at the show. The TnP team will be there, so do drop me a line if there’s something you’re showcasing that we need to see: rhys@ lemapublishing.co.uk.
“A common theme in what we’re hearing is that this format not only supported business transactions but also fostered deeper relationship-building, which is so critical in our industry,” she told me: “Feedback has reaffirmed why we created this permanent West Coast home in the first place: to simplify the process of connecting buyers and sellers and to create an environment where our tenants can focus on doing business, not logistics.” Read my full exclusive interview over on page 36.
Feedback has reaffirmed why we created this permanent West Coast home in the first place: to simplify the process of connecting buyers and sellers and to create an environment where our tenants can focus on doing business, not logistics
“ ”
the toy and licensing cohort heading
But as we know, the toy calendar never truly ends. This month is Brand Licensing Europe month, with the toy and licensing cohort heading to London’s Excel to map out the next year of licensing activity and big brand collabs. New for
We also caught up with Dave Poulter, Managing Director of MV Sports, and Chief Commercial Officer of parent company Tandem Group, who joined the industry less than a year ago. It’s not everyday that experienced retail executives join the toy industry at such a senior level - but Dave has been relishing the challenge and the new connections he’s already made. Having spent most of his career as a buyer and consultant for the cream of the UK high street, we asked him how that experience will give him the edge now he’s on the supplier side.
“I know exactly what retailers are looking for—and what they don’t want,” he told us. Good answer. Find out more about the exciting direction MV Sports is heading in over on page 46.
And as if that wasn’t enough, we managed to grab some time with the ever busy TikTok queen herself, Toys, Toys, Toys’ Jane Hastings, whose legendary livestreams have seen her invited to ITV’s This Morning couch - as well as ship more than 100,000 orders since going live for the first time last summer. “We’re just ourselves and we have banter,” Jane told retail editor Clare Turner, over on page 14. It’s a brilliant interview of a true success story that has won Jane a legion of customers and fans across the toy trade.
As the nights begin to close in once more, the golden quarter is well and truly upon us. And with that, the road to Toy Fair season 2026 begins…
Rhys Thomas
Kim Carcone MV
Ella Haynes
WH AT’S
Snuggle time
Charlie Bears
uk-sales@charliebears.com www.charliebears.com
In today’s fast-evolving toy and plush landscape, retailers are increasingly seeking brands that combine emotional connection, value, and imaginative appeal. Bear & Me by Charlie Bears offers all this and more, delivering super-soft plush companions and wearable bear bags designed for life’s earliest adventures. Bear & Me by Charlie Bears provides comforting characters that grow with children. It’s a brand built not only for children
Build an icon
Cobi
07584 858978
l.crocker@cobitoys.co.uk
but also for the people who cherish them: parents, grandparents, and gift-givers looking for meaningful, affordable plush companions. With its 2026 collections debuting at Top Drawer 2025, Bear & Me By Charlie Bears is a must-see for retailers wanting to add heart, softness, and play value to their offerings.
Every Bear & Me by Charlie Bears design is created with the same love, care, and attention to detail that Charlie Bears is known for, with materials and styles tailored specifically for newborns and young children. The result? A line of ultra-snuggly bears and friends that are both safe and engaging for small hands and big hearts.
The brand’s plush bears are designed to be baby-safe from newborn upwards, these are the kinds of bears that become a child’s first friend, accompanying them in cots, prams, and story time snuggles. Offering an ideal gifting solution for baby showers, new arrivals, birthdays, and more.
Looking ahead to 2026, Bear & Me by Charlie Bears will be expanding its range with characters that are set to delight a whole new audience - garden centre shoppers. Bear & Me by Charlie Bears is introducing natureinspired plush friends that will sit beautifully among plants and flowers.
Slime time
Zuru
sales@zuru.com
www.zurutoys.com
Cobi’s third Titanic model has launched into its collection in a 1:300 scale, which measures an impressive 90cm in length, 27cm in height and 11cm in width. There are 3,260 pieces in this set. It’s worth noting that this 1:300 scale edition of the Titanic model has undergone a complete facelift. New brick patterns have been introduced, significantly enhancing the detail and aesthetics of the construction, plus many more features.
Zuru’s Slime Mart has launched in the UK after success in the states. The new trend-led arts and crafts line combines the handson creativity of crafting with the sensory satisfaction of squishable and mouldable compounds.
The Slime Mart Bags and Baskets are designed for children aged six-plus, offering seven or more playful ingredients to unpack, create, squish, and transform into hyper-realistic foodie creations such as waffles, doughnuts, cheesecakes, fruit tarts, burgers and pizza.
Designed to replicate the social trend of slime food creations and the joy and satisfaction of squishing, Slime Mart also delivers a purposeful play experience. The tactile, squishy textures support focus, relaxation, and emotional regulation, making it appealing to all ages. Value-led, collectible, and on-trend, the range is perfectly placed and priced as an affordable treat, repeat purchase, impulse buy, or gifting solution.
Fusing affordability, creativity, and trend-led design, Slime Mart is set to be one of Q4’s most exciting launches, and a standout addition to Zuru’s growing line-up of value-driven collectibles, with long-term plans to add new ‘recipes’ and lines to the range.
NEW
Fresh trio
Commotion Ltd
01732 225821
info@commotion.co.uk www.commotion.co.uk
Commotion’s award-winning educational brand tickit continues to champion hands-on, open-ended learning with three exciting new products.
New to the Easy Hold family, the Shape Mirrors offer reflective exploration with a twist. These FSC-certified wooden frames contain acrylic mirrors in three appealing shapes: heart, flower and hexagon. Perfect for selfrecognition, role play or sensory investigations, with materials like coloured rice or water beads, these mirrors add visual interest and tactile appeal.
Also new to the popular Easy Hold range, the Shape Viewers feature chunky FSC-certified wooden frames with six different shaped viewing centres. And don’t miss the Discovery Glow Mini Tuff Table, which offers lightup, colour-changing play in a compact, portable format. Children will enjoy using the soft colour glow to enhance their small world imaginative play scenes.
Leap into learning
LeapFrog
01235 555545
trade.sales@vtecheu.com
www.leapfrog.com
New from LeapFrog is the highly anticipated LeapMove, an innovative motion-based, gaming experience where children are the controller. The future of active learning has arrived!
uk.topps.com
Football fans can collect cards of some of the biggest superstars of the Premier League and beyond with Topps’s 2025/26 Collector Tins. Teams already launched include Manchester United, Arsenal, Manchester City and Celtic - with Liverpool FC’s hotly-anticipated collection arriving this November.
Children can jump into the action and power up their learning with maths, literacy and more as their movements control the game, turning learning into a high-energy adventure.
Smile, they’re the star. Little ones can see themselves on screen or magically transform into one of three avatar characters for a fun gaming experience. Whether they’re jumping, dancing, or reaching for the sky, their moves make the game come to life! Set up in seconds by placing LeapMove on top or in front of the TV, plug into the HDMI port with the included cable and get learning with motion without the complicated setup.
The truth truly is in in the pudding with 96 per cent of teachers recommending LeapFrog to parents.
This year’s Collector Tins bring a whole new level of chase for collectors, with every box having two guaranteed sequentially numbered parallel cards, with lucky tins featuring Base Card Autographs – including club icons and modern stars such as Steven Gerrard, Ian Wright, Phil Foden and Mohamed Salah.
Each club Collector Tins contains 35 cards, including every key member of the current squad alongside all-new subsets and collectible content. Fans can also discover the ‘Name in Lights’ subset, celebrating club legends and present-day icons in a stunning new design.
AIS announces new toy event
The Associated Independent Stores (AIS) buying group is replacing its INDX Toy Show with a new spring event aimed at connecting toy buyers and suppliers.
Scheduled for 17 March 2026, the Playroom Supplier Meet and Greet event will be exclusive to AIS members and invite-only for suppliers. The group says the format comes in response to an increasingly crowded trade show landscape, and will focus on providing one-to-one networking opportunities, as well as serving as a dedicated platform for targeted conversations and
relationship building.
“The toy market has vastly diversified, and our members are seeking more specific, tailored interactions with their suppliers,” said Rosie Marshall, Head of Toys at AIS. “This new format allows members to have in-depth discussions with these suppliers, ensuring they can curate the best possible product mix.”
The toy market has vastly diversified, and our members are seeking more specific, tailored interactions with their suppliers
Rosie Marshall, AIS “ ”
Brave Toys acquires My Creative Box
Brave Toys, the parent company behind magnetic tile brand Connectix, has acquired My Creative Box, a leading Australian provider of educational activity boxes for children.
The strategic move strengthens Brave Toys’ position in the educational toy market and reinforces its mission to champion learning through play. It initially acquired a 50 per cent stake in My Creative Box last summer, and has now completed a full investment in the brand, welcoming founder Leanne Papadopoulos and her team into Brave Toys.
Brea Brand, CEO and Co-Founder of Connetix, said: “We’re beyond excited to welcome Leanne and the My Creative Box team into Brave Toys. We’ve always had respect for the way they lead their business with integrity and strong values. Bringing the brand fully into Brave Toys wasn’t just a business decision, it was driven by a shared purpose and a strong alignment in how we work and what we stand for. We’re looking forward to growing together and supporting this incredible brand as it continues to make an impact.”
We’re beyond excited to welcome Leanne and the My Creative Box team into Brave Toys. alwaysWe’ve had respect for the way they lead their business with integrity and strong values “ ”
As is tradition, a complimentary lunch will also be included for all attendees.
CHITAG 2025 exhibitor slots selling fast
This year’s Chicago Toy & Game Fair is almost sold out as organisers ready the “biggest yet” edition.
Taking place 8-9 November at the Donald E Stephens Convention Center in Rosemont, IL, CHITAG is produced by People of Play (POP), a division of the US Toy Association. Billed as the ultimate celebration of play - bringing together top brands, rising stars, media, influencers, and, most importantly, kids - this year’s edition is lining up to be one to remember says Mary Couzin, SVP and founder/leader of POP.
The acquisition marks an exciting new chapter in My Creative Box’s journey, opening doors to global growth and fresh possibilities through Brave Toys’ international distribution networks, experienced team and operational capabilities.
“I’m so excited for what’s ahead with My Creative Box joining Brave Toys,” said Leanne Papadopoulos, founder of My Creative Box. “With their support and incredible team, we can continue creating products that inspire children’s creativity and learning on a global scale.”
“This year’s event is already shaping up to be the biggest yet, with major sponsors and exhibitors including Amazon, Crazy Aaron’s, Disney, Educational Insights, Goliath, Hasbro, Just Play, Mattel, Plus-Plus, Pudgy Penguins, Smart Toys & Games, and more,” she said. “Whether you’re showcasing a hot new product or making valuable industry connections, POP Weekend is the place to be.”
The latest update for exhibitors this year is the Wishlist Weekend, a brand-new feature where kids can create a digital wishlist on peopleofplay.com to track the favourite toys and games they discover during the fair. It’s a win-win for families and brands.
Visitors will have the opportunity to meet the inventors, connecting with the brilliant minds behind today’s most beloved toys and games, and snap a pic at the popular character meet-and-greets.
Modella Capital closes Claire’s acquisition
Modella Capital has completed the acquisition of 156 stores from the UK and Ireland business of Claire’s.
The business entered administration on 13 August 2025, and Modella has now agreed terms with the administrator to take these stores out of administration.
Claire’s has been a part of the UK and Ireland’s retail landscape since 1974. While the brand has faced significant challenges in recent years, Modella says it believes the retailer still holds a special place in the hearts of shoppers across generations.
Joseph Price, Managing Director at Modella Capital, said: “As a firm, we strongly believe that this much-loved brand deserves the chance to remain on the high street.”
Here’s one she made earlier!
Presenter Anthea Turner is teaming up with Corgi to celebrate the 60th anniversary of Thunderbirds, inviting fans to relive one of TV’s most memorable moments, her legendary build of Tracy Island.
As part of the anniversary commemorations, Anthea has dusted off her original Tracy Island and has given it a facelift. In the video posted on her Instagram account, she invited Thunderbird fans to share memories of their own 1990s creations or maybe even build a brand-new one from scratch. Fans who share their builds on Instagram, tagging Corgi will be able to claim one of the free Corgi Thunderbirds anniversary sets to proudly display upon it.
“When I built Tracy Island all those years ago, I had no idea it would become such a treasured TV moment, or that people would still be talking about it 30 years later,” Anthea said. “I’m thrilled to team up with Corgi to celebrate
Thunderbirds’ 60th anniversary and give fans the chance to relive the fun.”
Corgi is celebrating the milestone with the launch of its Thunderbirds 60th Anniversary Collection, featuring die-cast models of Lady Penelope’s FAB 1, Thunderbirds 1 and 2, plus the iconic Thunderbirds 2 and 4 pairing.
David Mather, Head of Marketing at Corgi said “By teaming up with Anthea, we’re not just celebrating the 60th anniversary, we’re giving fans the chance to reconnect with the joy, creativity and adventure that Thunderbirds has always inspired.”
Tiger fills the GAP
Malcom “Tiger” Naish, chairman and founder of TnP, reports back from the GAP golf day.
After an absence of six years, Simon Prest’s GAP golf day, sponsored by Orchard Toys, returned at the Burghley Hall Golf Club, Stamford.
Much to the surprise of many, Tiger Naish won the Individual Stableford with a score of 45 Stableford points. Second was Tom Ireland and third, Sam Hodgkins.
For once, Tiger’s putts went in, considerably helped by playing Simon’s ‘Joker’ card on the third par three. The card allowed all players to double their Stableford points on that hole. Tiger parred the hole doubling his points score from 4 up to 8. Along with Tom Ireland and Gary Wilmot, their team also won the team prize, making this a most enjoyable afternoon for the team.
When asked to comment on his win, Tiger Naish had this to say: “The win made a nice change from all the ‘Don’t give up the day job’ trophies held back home. I also thanked Simon Prest for a very well-run golf day at a lovely Parkland course.”
Everything was put into true perspective when Stu Nicholas, playing off just two, came in two over par to win the Best Gross and also the Nearest the pin in two.
Long time friend and toy agent Craig Kidd introduced me to his son Jasper, who has now joined the agency that covers the South East of England. Jasper looks forward to meeting their customers and helping to sell even more of the agency’s toy client lines.
Alpha Toys’ Liz Price, fresh from winning the ladies’ prize at the Fence Club, took home the ladies’ longest drive. Other winners were Richard Wells – nearest the pin and longest drive – Doug Perry.
Next year’s date is yet to be announced, but Tiger Naish confirmed he is taking extra golf lessons to defend his title for 2026!
CALLING ALL INNOVATORS: CREATIVE FACTOR INVENTOR DAY 2026
Are you a designer or innovator seeking a direct route to pitch to the leaders in toys and kids’ entertainment? The Toy Association’s Jennifer Lynch has just the opportunity coming to Toy Fair 2026
For designers and innovators looking for a direct route to pitch their ideas to some of the world’s leading toy and youth entertainment companies, Toy Fair (14 to 17 February 2026) will once again open its doors to the global inventor community with the return of Creative Factor Inventor Day.
The programme, taking place on 17 February, is now accepting submissions through 31 October 2025. Applicants must complete an online form and submit a 90-second video to support their application. Selected inventors will be notified by 8 December.
Creative Factor Inventor Day has a strong track record of connecting talent with opportunities. Previous participants have presented concepts to companies including Hasbro, Spin Master, Jazwares, Melissa & Doug, Crayola, Goliath, Fat Brain Toys, Basic Fun!, and others. In some cases, these conversations have resulted in licensing agreements and new products hitting shelves worldwide.
“Every household name in toys started as an idea,” said Kimberly Carcone, executive vice president of global experiences at The Toy Association, organiser of Toy Fair. “Inventor Day is about championing those ideas and giving inventors from around the world the chance to be seen, be heard, and potentially bring their innovations to life through partnerships with global manufacturers.”
For international inventors, the opportunity is particularly significant: Toy Fair is a truly global marketplace, drawing major buyers, distributors, and media from across six continents. With the toy industry’s growing demand for fresh concepts — spanning everything from must-have collectibles to tech-savvy toys and sustainable playthings —Inventor Day offers unparalleled visibility.
Toy Fair will take place 14 to 17 February 2026, filling eight football fields’ worth of exhibition space with the latest innovations in play. Attendee registration opens in October.
For more information about Creative Factor Inventor Day or to apply, visit ToyFairNY.com. Enquiries may be directed to Emily Brown, global experiences manager of programmes and communications at The Toy Association.
US Toy announcesAssociationstrategic hires
The US Toy Association has appointed Jeff Snyderman as Chief Financial Officer, and Maria Sierra as Vice President, Government Affairs. Jeff brings nine years of direct CFO experience to his new role, including seven years as EVP and CFO at association member Horizon Group USA. Prior to that, he spent 16 years in finance at Toys “R” Us, including eight years as Vice President of Finance.
Jeff is responsible for leading the organisation’s finance, insurance, investment, IT, and facilities operations. He will report directly to Greg Ahearn, President and CEO, and will be based at the association’s headquarters in New York.
Also joining The Toy Association later this month is Maria Sierra as Vice President Federal Government Affairs, based in Washington, DC.
Smiffys and Rubies launch Halloweekend campaign
Rubies and Smiffys are teaming up on a joint venture Halloweekend campaign, set to make this year’s Halloween festivities bigger and better than ever. With fright night falling on a Friday this year, it’s expected to be one of the busiest and most eagerly anticipated Halloween weekends in recent years.
“Halloweekend will encourage customers to make the most of a full weekend of Halloween festivities in costume, from daytime activities to a big night out,” said Dominique Peckett, Director at Smiffys. “Between Smiffys and Rubies, we offer one of the largest selections of costumes in the world, catering to all ages and styles. Customers can choose from timeless classics to trend driven styles, as well as an epic range of officially licensed costumes.”
Remembering Gary Wyatt
Gary Wyatt, the founder of the Green Board Game Company, died on Saturday 13 September in Portugal. He leaves behind a legacy of innovation, humour, passion and kindness that profoundly shaped the toys and games community and beyond. His legendary BrainBox range demonstrated his breadth of knowledge and his spirit of adventure, marking much of his globetrotting journey.
Sarah Winter, who worked alongside Gary at the Green Board Game Company for 12 years, said: “Gary was not only a mentor but also a lifelong friend. His sudden passing is such a shock, and he will be deeply missed by me and by everyone who had the privilege of knowing him.”
Gary was not only a mentor but also a lifelong friend. His sudden passing is such a shock, and he will be deeply missed by me and by everyone who had the privilege of knowing him
Gary was more than an entrepreneur; he was a visionary who believed in the power of play to engage children, spark curiosity and bring families and communities together. Through the Green Board Game Company he created games that were not only entertaining, but that encouraged creativity, curiosity and enjoyment across generations. His early focus on reducing environmental impact – reflected in the company’s name – set him apart long before sustainability became a widespread industry concern.
Our thoughts are with his wife Sue and his four children, along with his extended family and close friends at this very difficult time.
Nicola Mawby joins The Puppet Company
With Halloween falling on a Friday this year, the Halloweekend campaign is a fantastic way to encourage everyone to truly make the most of this thrilling occasion
The campaign will be supported by a vibrant marketing initiative designed to energise and engage consumers throughout the extended Halloween weekend. Central to the campaign are eye-catching graphics and visually striking creatives that capture the excitement of Friday night Halloween celebrations.
Fran Hales, Head of Portfolio and Marketing at Rubies, added: “With Halloween falling on a Friday this year, the Halloweekend campaign is a fantastic way to encourage everyone to truly make the most of this thrilling occasion — whether that’s heading out to party with friends or enjoying spooky family fun. We’re excited to partner with Smiffys to offer an extensive and diverse collection of costumes, ensuring there’s something to inspire and delight every customer this season.”
The Puppet Company has strengthened its sales team with the appointment of Nicola Mawby as Sales Manager, UK and Ireland. Bringing more than 20 years of sales experience to the role, Nicola has worked with several leading brands during her career, most recently as National Account Manager at Warmies.
“ “ ” ”
including Elmer, Paddington and The Natural History Museum, as well as their support of causes like The Brain Tumour Charity, it’s just such a special brand to work for.”
“I have admired The Puppet Company for many years, so joining the team is a real coup for me,” she said. “I just love the products, their wonderful story, and the founders’ passion which truly shines through. With some fantastic licenses
Director and co-founder Sue Locker said the team is thrilled to have Nicola’s support and experience to further deliver the company’s ambitious growth strategy and its commitment to outstanding service.
“Nicola clearly shares our passion and will be a great support as we continue this mission, while also nurturing the brand’s legacy,” she said.
The Entertainer unwraps festive Disney deal
The Entertainer and Disney are kicking off Christmas with a new seasonal partnership, which includes sponsorship of the retailer’s Christmas gift guide for 2025.
A host of Disney’s key lines, including Disney Stitch Live Action Soft Toy, Disney Toy Story Buzz Lightyear Collectible and Disney Moana 2 Swimming Tautai Moana Doll will take centre stage in The
Entertainer’s festive gift guide catalogue. The partnership will also see The Entertainer run two Disney-themed campaigns in stores over the coming months: Disney Princess and Marvel Moment from 11 September to 8 October, and Disney Holiday from 4 to 30 December.
Brian Proctor, Chief Product Officer, The Entertainer, said: “We’re excited to announce this new partnership with Disney ahead of the festive season. As the UK’s largest toy retailer, we’re proud to join forces with one of the world’s most iconic brands.”
The Wiggles enters “new era of e-commmerce”
The Wiggles brand is celebrating a landmark year of brand expansion and innovation ahead of Brand Licensing Europe 2025, including the impending launch of a brandnew global online store.
Over the past year, The Wiggles brand has gained significant momentum through high-profile collaborations with leading retail and lifestyle partners across Australia and New Zealand, including Peter Alexander, Kmart, and Adairs. These launches complement The Wiggles’ major nationwide partnership with the Australian fruit and vegetable industry.
Building on this success, The Wiggles is now entering a new
chapter with the launch of a brand-new global online store. This platform is a strategic investment for The Wiggles in quality, design, and fan experience which will launch in October.
Antonios Arseniou, President of Toys and Merchandise for The Wiggles, said: “The Wiggles are entering a new era of e-commerce, and this platform reflects our vision for the brand’s future. By investing in quality and design, we’re creating merchandise that not only delights fans but also strengthens our connection with families worldwide.”
The new range available through the store will include children and adult’s
apparel, plush and toys all featuring a growing portfolio of characters that bring The Wiggles’ world to life. The store will also offer smarter fulfilment, a mobile-first shopping experience, and exclusive drops tied to live Wiggles shows. Alongside licensing and merchandise growth, The Wiggles continues to shine on the world stage, with a UK Tour selling out in just two weeks. This month they will release their highly anticipated new album The Tree of Wisdom, featuring an eponymous breakout character whose dance routines have gone viral on social media. They have amassed more than 200 million views with fans ranging from Khloé Kardashian, Robert De Niro and Dolly Parton to parents across the globe.
Historic toy retailer Hamleys opened its aisles to Indian designer Anamika Khanna as part of London Fashion Week, welcoming a stunning lineup of models, fashion fans, and paparazzi for the AK|OK S/S 2026 launch.
“Bursting with seasonal magic!”
Zimpli Kids’ brand-new Christmas collectibles bath range is set to soar at retail this festive Marketing Manager Obi Enyi gives us the inside scoop on why retailers love the line, the importance of seasonality, and what’s on the horizon for 2026 season.
Heading into the golden quarter, how has trading been in 2025 and how is the all-important Christmas period shaping up?
Trading has been strong. Our evergreen ranges continue to perform, our new launches are creating fresh buzz across retail, and momentum is growing quickly. We’re delighted with the overwhelmingly positive response from retailers to our festive ranges, and this enthusiasm has been matched by strong orders and pre-orders. The early demand gives us great confidence in the sell-through potential.
You’re introducing a fully featured Christmas range for 2025 - what sparked that decision?
Christmas is the biggest sales opportunity of the year and we wanted to deliver something new. We combined proven formats with festive themes to create products that feel instantly giftable and highly commercial for retailers.
favourites, and are designed to drive excitement and sales this festive season. Perfect for sparking impulse buys, the range captures the joy of Christmas and makes bath time even more magical.
How does this festive range complement the existing bestsellers from Zimpli during the key Christmas period? They work hand in hand. Retailers can build impactful seasonal displays by combining our proven bestsellers with festive newness that attracts extra attention and maximises sales.
Tell us about the brand-new Baff Potions range. What do they bring to the Zimpli portfolio?
How do the seasonal Christmas lines differ from your year-round evergreen products?
Our brand-new Christmas collectible bath range is bursting with seasonal magic! Featuring much-loved festive characters, these limited-edition designs stand out from our everyday
Baff Potions is a totally new play pattern. Kids mix powders, stars and crackle to create crackling, fizzing, colourful bath potions, giving retailers an exciting, demonstrable line that blends sensory play, creativity and roleplay.
How are you supporting these products through marketing and in-store?
We are equipping retailers with strong support. From bold POS
Hot in LA
“LA Previews was a fantastic event! We met so many UK buyers, plus new and longstanding international distributors,” says Obi. “The feedback was amazing, especially for our exciting new launches: Baff Potions, Baff Paints, and of course our magical Christmas range of collectible Baff Bombz!”
to digital assets and campaign ideas, everything is designed to help partners grab shopper attention and drive conversions both in-store and online.
Consumers shopped late in the year last Christmas. What are your expectations this year - and how are you supporting these lines to tempt consumers to spend earlier?
Christmas is the biggest sales opportunity of the year and we wanted to deliver something new
“ “
Obi Enyi , Marketing Manager, Zimpli Kids
We are encouraging earlier shopping with promotional formats and ready-to-use marketing support from the start of Q4. This ensures retailers can capture both early and late spend effectively.
How do you tap into other key seasonal events throughout the year - and what’s new from Zimpli this year in that regard?
Seasonal play is a huge opportunity for us, and our Fizzy Egg Baff Bombz have already proven it, solidifying its position as a best-seller at Easter, offering a fun and exciting alternative to traditional chocolate gifts.
This Halloween, we’re bringing something extra special, an exclusive collaboration with Aldi UK and Ireland! Our spooktacular Halloween-themed FSDUs will be fully stocked and ready to delight shoppers nationwide. We also have even more exciting products coming in 2026, giving retailers fresh and fun options to hit key seasons and drive sales all year round.
Jane Hastings, owner of independent retailer Toys, Toys, Toys in the Liverpool town of Crosby, has transformed the success of her toy shop and been hailed ‘the TikTok queen’ of the toy trade since joining the social platform last June. Clare Turner finds out more
Jane Hastings still can’t quite believe it. Last spring she was quietly running her independent toy shop, Toys, Toys, Toys in the coastal town of Crosby in Liverpool. Then, in June 2024, she pressed the ‘Go Live’ button on TikTok - and her world turned upside down.
That moment, timed to coincide with the landing of Real FX Disney Stitch from Wow! Stuff, marked the start of a phenomenal new chapter. Jane recalls: “I went live with the launch - and that’s when it really kicked off. It got busier and busier. It’s been crazy!”
In just 16 months, Jane has shipped 106.7k parcels through TikTok Shop, doubled her stockholding, and found herself featured on ITV’s This Morning, alongside presenters Ben Shephard and Cat Deeley. “It’s snowballed and taken over my life,” she laughs.
Jane didn’t always sell toys. For years she ran a shoe and fashion accessories shop on St John’s Road in Crosby. But one day a neighbouring retailer suggested she try stocking toys. Jane recollects: “I
Suppliers show me upcoming launches andsay:can youreveal this on TikTok? It’s mad! ” “
said, lend me your shop for Christmas and we’ll fill it with toys. He said okay, and that’s how it started.” For the next three years she did this alongside her shoe shop, until she saw her current premises on Crosby Road North and thought: “Sod
it, I’m going all-year-round with toys.”
Twelve years later, Toys, Toys, Toys is, Jane believes, the only independent toy shop left in Liverpool. With around 5,000 SKUs in-store and more than 2,000 online, the shop has always prided itself
on offering the latest releases. “We do all the brands and have a full range of anything and everything you can think of: that's why we’re called Toys, Toys, Toys!,” Jane smiles. Specialising in ride-ons once set it apart; today it’s TikTok that defines the brand.
Like many, Jane first downloaded TikTok during the Covid lockdowns. “I used to scroll all day,” she admits. But she was initially reluctant to appear on camera because of her strong Liverpudlian accent.
“I thought I can’t do it with this voice, so I employed someone to do the lives and that failed. Then I just thought: sod it. I pressed go, went live myself - and it went mad!”
Her decision proved inspired. TikTok users responded instantly to her natural Scouse humour and no-nonsense approach. Far from putting people off, her accent became part of her brand.
community. Today Jane has more than 29.7k followers, but she insists that follower counts don’t matter as much as engagement. “You can have half a million followers but they may not be engaging followers. It’s the community that counts.”
The impact on her Crosby store has been dramatic. The premises now doubles as a TikTok studio and order fulfilment hub. “It’s a nice, good-size shop, but it’s not big enough,” she says. “We need to move because we’ve grown that much on TikTok. We need more room.”
When the orders are flyinginand the comments aregoing mad, it’s the bestfeelingin the world ” “
The crossover between online and offline is strong. Locals regularly pop in for birthday presents and Christmas Club deposits, while TikTok fuels national demand for new releases. On big launch days, Jane can sell out in minutes.
As seen on screen
On June 12, Jane was invited to join two other TikTok entrepreneurs on ITV’s This Morning chat show who have “turned scrolling into selling”.
She was interviewed by presenters Ben Shephard and Cat Deeley. They said: "When you think of TikTok you probably picture viral dances, funny filters, and influencers with millions of followers. But the social media platform is also home to one of the biggest online marketplaces in the world. And whether it’s beauty products or toys, business is booming on the TikTok shop.”
When asked by Ben if she had always been passionate about toys, Jane replied: “Yes, from when I was little. There was a shop at the end of our road called the Broadway Stores and I used to love looking in the window. I think that’s where it comes from.
“We specialise in brand-new released products that the kids are going to be asking for, and what’s being
advertised on the telly. Anything that’s brand-new to the market, we will have - and it's all top quality, and top of the range, from all the best brands.”
Cat then asked Jane about how her TikTok journey began and she explained: “Last June The Real FX Disney Stitch landed and I went live with it. That’s when it really kicked off and I thought what's going on here? Prior to that, I was just a TikTok watcher since Covid. “I was terrified because my accent is very strong. I thought: I can’t do those lives. So I got someone in to do it, but that didn’t work. In the end I thought: I’ll do it myself. So I just pressed go, went live, and hey presto, I’m sitting here now with you two lovelies!
It’s all about authenticity, she says. “You've just got to be yourself. They don’t like phonies. If I stood there in a suit and said: ‘This has arrived today. How fabulous is this?’ they’d just laugh at me, wouldn’t they? But I go: ‘Look what I’ve got… If you’re not fast you’re last… Get it in!’ We’re just ourselves and we have banter in the background. Someone commented the other day that this is the best soap opera on television!”
That authenticity has built a loyal
Black Friday 2024 was a turning point. “We knew we were going to be busy,” she says. “But we weren't prepared for the tsunami we got hit with. We were doing 1,000 items a day in the week leading up to it, 2,700 were ordered on Black Friday itself, and about 1,000 every day until Cyber Monday. So we’ve been busy uploading all our Christmas stock since January - we haven’t stopped.” None of this has been easy. At the
Cat said: “But I think that’s the key to all of your success stories - it’s how authentic you are.” She added: “And now the TikTok feeds the toy shop as well, and makes that even more popular?”
Jane answered: “We’ll have to keep the shop - we will have to move because we’ve outgrown it and we’re struggling - but we can’t forget all our regulars who have kept us going for all the years - including some of the Liverpool Football team! They love us - they all come in because they all live round the corner from the shop. We give them privacy - we just lock the door and lead them to the toys.” And finally, she quipped: “Ben, don’t forget to pop us a follow!”
The TikTok trio flanked by TV presenters Cat Deeley and Ben Shepard
RETAIL INTERVIEW TOYS, TOYS, TOYS
start, Jane was on TikTok every day from 8am to 10am, and from 5pm to 7pmand hosting event lives from 6pm to 9pm once a week - as well as running the shop. “And last Sunday I ended up being on for six hours straight, because the sales were mental. It’s exhausting - I joke that I’ve aged 100 years!”
Lisa Bagshaw, Field Sales and Territory Manager, North and Midlands, for Epoch Making Toys, has seen the effort first-hand. She says: “Jane has put in 14-hour days and it’s really starting to pay off for her, because she’s built up such a big community and her personality shines through.
“She’s attracted an audience that are so involved on TikTok and just love seeing Jane. She’s the TikTok queen! I’ve been lucky enough to be in some of the live events with her to talk about Sylvanian Families. We recently did a four-hour live and got over 1.2 million likes on that.”
Other suppliers have noticed too. Jane has hosted live streams with Just Play, Vivid
Igo:
‘Look what I’vegot…If you’renot fastyou’re last… Get it in!
Goliath, Golden Bear, Warmies, Ty, and Huffy, giving them direct access to her audience. She notes that one of her all-time favourite lives was with Howard Shaw of Chester Toys Wholesalers, to launch Tomy’s Doteki and Magshuto games.
Last month, she hosted a live for DKB Toys & Distribution’s new products which garnered 1.1 million likes, and went on the road to Ty UK’s stand at Autumn Fair to showcase its new products including Beanie Bouncers. “It was a brilliant success,“ she says, “with instant feedback and sales pinging in!” At the time of writing, Golden Bear is next on the agenda, with a live scheduled for its new Soccer Dash and Twisty Petz.
“The lives are like full-on productions now,” Jane says. “Suppliers show me upcoming launches and say: can you
■ Wow! Stuff Real FX Disney Stitch
■ Bigjigs Toys NeeDoh
■ Just Play Lilo Doll
■ Vivid Goliath Jelly Blox
■ WingDesigns Bluey & Chester Toys Wholesalers
Tomy Bluey Bath & Shower
reveal this on TikTok? It’s mad!”
But for Jane, TikTok is more than just a sales platform. It has also become a way to rally her community around good causes. Last year, during a live stream, she mentioned the Mayor of Sefton’s Toy Appeal, an annual community initiative run by Sefton Council to provide toys and gifts for disadvantaged children in the borough on Christmas Day. Viewers immediately began donating items for the cause. Gifts sent to Jane during lives are also donated directly to the appeal.
What’s next for Toys, Toys, Toys? Expansion is firmly on the horizon. Jane dreams of “a big, massive place” with multiple livestream studios, allowing different brands to showcase products without dismantling sets between broadcasts. “The lives are like TV shows now,” she says. “We need a proper space.”
She’s also braced for another record-breaking Christmas. “We’ve got double the stock and double the followers already compared with last year. I don’t know whether we’ll survive!”
For toy retailers wondering whether TikTok is worth the effort, Jane is pragmatic. “It’s not for everyone. It’s very hard work. You’ve got to put the effort inand be prepared for 15-hour days. But for us, it’s been life-changing.”
And after 100,000 sales in a year, she’s not slowing down. “I love it and I hate it,” she confesses. “Some days I'm drained and worn out, but when the orders are flying in and the comments are going mad, it’s the best feeling in the world.”
Christmas comes early
As autumn arrives, Maggie Tibbenham, Director of Imagine Toy Shop in Holmfirth, West Yorkshire reflects on a sunny but slow summer that is ramping up as Christmas approaches - plus a surprise achievement
As Holmfirth continues its journey through never-ending renovation (which is making the locals more and more fed up), my hands are pretty tightened for spending money. I have recently restocked my staple items for stocking fillers, which I always sell well and people enjoy, such as Mash'ems, pranks and jokes, and cute kawaii keyrings.
In my West Yorkshire town, local folks would moan regardless of the weather: rain or shine. I always say that grey, calm and drizzly weather is the best for me! However this year, including the summer break, we’ve been surprisingly spoiled with the sun.
For the past 22 years I’ve always opened seven days a week during the summer to grab any crucial footfall. But this year, for the first time ever, I opened only four days a week. It looked like people had disappeared from the earth! Their social media was full of sunbathing bodies enjoying outdoor activities, and moaning that it was ‘too hot’ to shop. I must be some sort of psychic because I had a feeling it might be dreadful. I didn’t order anything specifically for the break, which was a clever move, as I truly would have struggled to pay invoices. Luckily, the first week of September brought fresh air and much bigger positivity. We even had our first Christmas shopper! As we speak, Holmfirth Food and Drink Festival is taking place, and it’s really buzzing here. The town is packed. It’s lovely to be busy after such a terrible summer. And
today the weather is grey and drizzly!
The first week of September brought fresh air and much bigger positivity. We even had our first Christmas shopper! “
“
I predict Speks will be a bestselling fidget for me this year: it’s such a brilliant toy to counter offer to customers instead of NeeDoh, which is practically out of stock all the time! Plus, I forever look for new and different toys. As it’s been an extremely slow year, resulting in stock not moving quickly enough, my shelves are still really full because each delivery takes much longer to sell. Having said that, it looks like I’m slowly turning into a Pokémon store, as this is the only product which delivers immediate turnover (and I’m the only one in a vast area who sells it).
I’m also over the moon to be nominated for the Best Small Business 2025. In such quiet and constantly uncertain times, especially when my town is undergoing a huge renovation, this nomination shows my customers how much small shops matter. This category seemed the hardest to reach, which only adds to my happiness. When a new shop opens, it
attracts nosey customers and it thrives at a start. I personally think it is much harder to keep going after 22 years with the same energy and passion as those who’ve just started a business. Most days I don’t even know what to post on social media anymore! I can’t even imagine about winning it but the nomination itself is a lovely, lovely achievement.
I only use Facebook and Instagram. I have no time, no mental capacity and no Master's degree in Social Media (haha) to even start another social platform account. What’s more, I practically only use Instagram, which automatically posts to my Facebook account.
Every now and then I update our Google page but I've never seen this bringing more customers. I’m fully aware that I should be using more marketing ways to communicate and advertise my shop, with TikTok for example, but I just don’t have life for it.
In terms of which social media works the best for me, Instagram is my go-to platform. I have a group of Pokémon fans who I connect with there. It’s the easiest and most transparent for what I need from it. I know regular posting is crucial, so I try to post photos and updates three to four times a week, and make a reel once a week. Unfortunately, it seems like I get the highest response and reach when I post one of my pets, or I make a fool of myself - nothing stock related! Maybe I should become an influencer?!
Hot property
Licensed toys are fuelling enormous growth across the global toy industry and attracting spend from the lucrative kidult audience, inspired by entertainment properties in movies and TV, to zeitgeisty trends born in digital and online spaces
Licensed toys now account for more than a third of all toy sales, according to Circana, soaring 17 per cent in the fi rst half of the year. Branded lines tied to TV and movies, as well as growing infl uence from digital and lifestyle IP, have become the major driving force behind growth across the top categories. Pokémon, the most lucrative license of all time, remains the top seller, though other heavy hitters, including Disney’s galaxy and multi-versespanning properties Marvel and Star Wars, as well as homegrown toy brand Hot Wheels, and sports brand NFL, continue to drive sales.
The top fi ve gaining segments in the toy market include strategic trading card games, standard building sets, non-strategic trading card games, action fi gure collectibles, and action fi gures. Each of these categories is hugely driven by licensing, and all refl ect a strong consumer appetite for collectibles and licenses across age groups, Circana’s recent report revealed.
Much of the growth comes from the rapid rise of the kidult market, the teen and adult audiences who are willing to spend - and spend big - in order to showcase their
fandoms or own a small piece of their favourite brands and fi ctional worlds. This market is far outpacing more traditional demographic segments - though its worth noting that growth is always more explosive in emerging markets.
Top licensed IP
and fi ctional worlds. This
• Pokémon
• NFL
• Marvel
• Hot Wheels
• Star Wars
noting that growth is always more explosive in emerging
“The surge in sales can who unprecedented growth and are consistently outperforming traditional kids’ trends,” says
According to Circana Toy Market Report, August 2025
“The surge in sales can largely be attributed to consumers aged over 12-years-old, who have shown unprecedented growth and are consistently outperforming traditional kids’ trends,” says Frédérique Tutt Vice President, Industry Analyst, Toys, Circana. “Products such as building sets, trading cards, games, plush toys, and collectibles are seeing increased demand from both teens and adults.”
Established licenses and brands still command the highest demand, but young adults and kids from Gen Z and Gen Alpha are driving ultra-fast trend cycles from a host of non-traditional sources: think online memes, international media such as anime, and streamer culture. It’s driven licensors and licensees to streamline operations and proactively create products - and therefore demand - as much as the more traditional reactionary pipeline of bring hit IP to market through product.
“As you can imagine, identifying and reacting to trends across such a complex landscape requires a multi-faceted approach,” says Chris Gib, Head of Global Marketing at Paladone and WeCool toys. “In the world of licensed properties, we spend a great deal of time looking into a virtual crystal ball and leveraging great licensor relationships to build a picture of the activations, launches and releases
occurring over the next two to three years.
“With this data, we conduct deep analysis based on years of experience and connect with our retailer and distributor partners to gain some insight into what they think their consumers will get excited about,” he adds. “The outcomes of that process guides our product development strategy which is why 2026 is going to be a big year for Paladone in terms of new ranges, formats, sub-brands and licenses.”
As the industry heads to London for Brand Licensing Europe this month, all eyes are on the toy sector. Organisers have announced the fi rst ever press briefi ng, where market monitors and industry experts will share the latest fi ndings on license consumer products, with a focus on toys, often seen as a barometer for industry-wide growth.
Puppet Co.
Galt Jumbo
Paladone
Hot property puzzling
RAVENSBURGER
01869 363800
sales@ravensburger.com www.ravensburger.com
The number one in licensed puzzles across adult and children’s categories, Ravensburger continues to deliver a wealth of newness throughout the coming months.
With the forthcoming launch of the much-anticipated Wicked: For Good movie, the company adds to its lineup with 1000 and 1500-piece offerings in its adult collection, while younger fans aged six-plus can enjoy piecing together the new 100XXL puzzle.
Disney’s newly released animated series, Iron Man & His Awesome Friends, is already capturing hearts, and Ravensburger’s puzzle collection inspired by the property includes popular formats 4-in-a-Box, 35-piece, 3 x 49-piece and a 24-piece Giant Floor Puzzle.
Adding to the company’s Magic Light Pictures product range, which already includes The Gruffalo, Zog and Room on the Broom, Ravensburger introduces The Scarecrows’ Wedding 4-in-a-Box. This enchanting story by Julia Donaldson and Axel Scheffler is set to be a highlight of the upcoming festive season with an animated special feature to be aired on BBC One over Christmas.
Ravensburger’s ever-popular Peppa Pig lineup also introduces new designs featuring the Pig family’s latest addition, Baby Evie, including a festive Giant Floor Puzzle.
Characterful crafts CRAFT BUDDY
trade@craftbuddyltd.co.uk www.craftbuddyltd.co.uk
For Christmas 2025, the Crystal Art Disney Magnetic Advent Calendar is an innovative and unique offering. 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 festive weeks.
Celebrate 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.
Other new series recently launched in children’s 2D puzzles include Dora and Transformers.
Translating the trend of speed puzzling into a game concept for younger puzzlers, Ravensburger’s new Speedy Puzzle range includes Disney Stitch and Pokémon editions. The sets include four 35-piece puzzles, a buzzer and special challenge tokens. Players are in a race to complete their puzzle and be the first to press the buzzer.
Among the licensed Adult Puzzles offerings, a new series of 300-piece jigsaws celebrates a range of anime properties, including Jujutsu Kaisen, Naruto, and My Hero Academia. The boxes feature a silver foil effect finish for maximum impact on shelf.
A selection of six Disney Lorcana Glimmers of the Realm, 1000-piece puzzles has also been introduced, each featuring a collage of beloved Disney characters. The featured art is pulled directly from cards in the Disney Lorcana Trading Card Game.
Newness and nostalgia CHARACTER OPTIONS
0161 633 9800 sales@charactergroup.plc.uk
Craft Buddy also launches a brand-new Crystal Art Friendship Bracelet Set, pairing creative crafting with emotional connection. These twin-character sets celebrate iconic duos of Stitch and Angel, and Elsa and Anna. The award-
Pin Badges celebrate 15 favourite Disney-Pixar characters in an innovative product concept. These Crystal characters in innovative product concept.
winning Disney Crystal Art 2-in-1
With its nostalgic new range of Mighty Morphin Power Rangers toys, the turtley awesome Teenage Mutant Ninja Turtles lineup, plus an all-new Peppa Pig collection, Character is hitting all the sweet spots for licensed toys.
Character’s Peppa Pig Whizz-Around collection is the beautiful new track and vehicle-based toy range that encourages imaginative play and develops fine motor skills and hand eye co-ordination. Peppa’s Great Big World Set comes with three character-driven vehicles - Peppa’s Red Car, George’s Little Blue Train, and Grandpa Pig’s Boat. Fans can add to the fun with Peppa’s Little Vehicles, including Daddy Pig’s Campervan, Mr Labrador’s Ice Cream Van, among others whizzing along. There’s also Peppa’s Little Red Car Set, the Clickety Clack Train Set, the Bobbing Along Boat Set, and Peppa’s Runabout Town Set.
The 4K revamped episodes of Mighty Morphin Power Rangers (MMPR) are airing on Netflix now, and Character is bringing fans in the UK Ireland all the fun of Playmates’ master toy line. The collection features a host of MMPR lines, with action figures, vehicles, collectibles and role-play lines all in the mix. The Auto-Morphin’ Action Ranger and Alien Figures are perfect for enthusiasts wishing to immerse themselves in the show.
Pixel perfect!
info@paladone.com
www.paladone.com
Enter the Astro Bot range from Paladone, PlayStation’s answer to video game icons Mario and Sonic. Since his first appearance in the 2013 game The Playroom, Astro Bot has experienced remarkable momentum, becoming the mascot of the modern gamer. Acting like a love letter to PlayStation’s extensive catalogue, his games pay homage to decades of PlayStation history, leveraging over 30 years of nostalgia. His recognition goes beyond the fans too, winning five Bafta Games awards and clinching the title of Game of the Year in 2024.
Paladone’s new range of licensed Astro Bot merchandise offers retailers both breadth and versatility, with lighting products such as the Box Light and Table Lamp serving as strong statement pieces for any bedroom or games room. The collection also includes a varied line of drinkware, including an embossed mug and a heat-change mug, featuring original Astro Bot artwork created by Paladone’s industry-leading, in-house design team. There’s a playful gamer cup that taps directly into the gaming community, and a sleek stainless steel water bottle which keeps beverages hot or cold while on the go. The entire range combines everyday practicality with collectability, encouraging repeat purchases and making these items ideal gift choices.
For fans looking to personalise their environment, the themed desk mat, fridge magnets, and gadget decals provide affordable options with a smaller inventory footprint. Lastly there are the iconic Astro Bot playing cards which come in a collectible tin, perfect as an impulse buy, stocking filler, or thoughtful add-on to larger purchases. Looking towards the spring/ summer ordering window, Paladone will be releasing three key products in Q1 2026: A highly anticipated addition to the Icon Light range alongside an Icon Alarm Clock version, plus the Astro Bot Coin Buddies money box. Due to arrive in March of 2026 and expected to be in high demand, these products will ensure fresh momentum for Astro Bot merchandise well into next year and beyond.
Preschool favourites RAINBOW DESIGNS
01329 227300
www.rainbowdesigns.co.uk
Licensed characters are at the heart of Rainbow Designs, where classic stories and familiar faces are transformed into beautifully crafted plush collections. Known for quality, educational value, and timeless appeal, these ranges bring to life favourites such as Paddington, Peter Rabbit, Disney’s Winnie the Pooh, and Wizarding World’s Harry Potter. This autumn, the line-up welcomes two exciting additions: the bold, colourful world of Mr. Men Little Miss and the multi-award-winning preschool phenomenon, Bing.
Now available is the highly anticipated, reimagined Bing range. Adapted from Ted Dewan’s much-loved books for television, Bing has captured the hearts of preschoolers. Rainbow’s new Bing range features creative plush toys and playsets created from babyfriendly materials and enriched with thoughtful developmental features. Standout new arrivals to the range include Bing’s Favourite Things Activity Toy, Interactive Bing, Flop and Hoppity plush toys, and the innovative Bing Wooden Busy Board.
School spooktacular
PLAYMOBIL
01268 548111
www.playmobil.com
Playmobil is collaborating with Monster High, the beloved franchise from Mattel that celebrates the perfectly imperfect teenage children of famous monsters. Launching this October, the partnership will introduce a brand-new line of Playmobil x Monster High collectible figures, perfect for fans of all ages looking to add a little frightful flair to their toy shelves.
The debut collection will feature six individual SKUs, including fan-favourite characters such as Draculaura, Frankie Stein, Clawdeen Wolf, and Cleo de Nile, each brought to life with Playmobil’s signature design. These pocketsized figures are designed with both playability and collectability in mind, making them perfect for Monster High enthusiasts and Playmobil collectors.
Over 25 puzzles and games to choose from
A galaxy of games ASMODEE
01420 593593
info@asmodee.co.uk
www.asmodee.co.uk
New from Days of Wonder is the Star Wars: Battle of Hoth board game, a fast-paced miniatures battle board game based on one of the most iconic scenes of the Star Wars galaxy, from codesigners Richard Borg and Adrien Martinot.
Easy to learn and quick to play, the board game offers dynamic battles that keep players engaged from start to finish, thrusting players or a team of players into command of the relentless Imperial Army or the valiant Rebel forces. By strategically playing command cards, players maneuverer troops across the battlefield to outwit and attack the enemy. With stunning visuals, detailed miniatures, and epic scenarios, the Star Wars: Battle of Hoth board game delivers an intense and cinematic experience.
Dobble journeys to Middle Earth in Dobble: Quest For The One Ring. Perfect for Hobbits, Elves, Trolls, and humans alike, this special edition of Dobble takes the universally loved game of speed and observation and combines it with the fantastical world of The Lord of the Rings.
Disney’s Stitch joins Enesco’s beloved flocked collection with the 20cm tall, flocked Disney’s Stitch figurine from Grand Jester Studios.
Crafted with meticulous attention to detail, this figurine is the epitome of the brand’s commitment to quality and authenticity. What sets this flocked Stitch figurine apart from others on the market is its irresistibly soft, fuzzy exterior. Made with a special coating that mimics the tactile sensation of Stitch’s vibrant blue fur, it is inviting to touch and will be a stand-out piece to any customer. From his large ears to his adorable toothy grin, every inch of this figurine has been crafted with love and care. This is just the latest from Unesco’s expanding flocked line, which includes miniature versions of Disney’s Stitch, his girlfriend Angel, and the lovable Winnie the Pooh. Together, these characters bring joy and nostalgia to fans young and old, creating a nostalgic connection that tugs at the heartstrings. To ensure this charming figurine is presented in all its glory, Stitch is presented in a fully branded window box packaging, ensuring that it is kept safe and secure whilst still being showcased.. And don’t miss the captivating new The Tale of Peter Rabbit Animated Soft Toy from The World of Peter Rabbit. This super cuddly plush brings Beatrix Potter’s beloved character to life, combining the timeless charm of Peter Rabbit with engaging story telling. For convenient retail display, this adorable Peter Rabbit comes with batteries and is presented in an attractive open gift box.
The Puppet Company has unearthed a truly iconic new product range designed in collaboration with the world-renowned Natural History Museum. Introducing the new Dinosaur Plush collection: incredible, instantly eye-catching soft toys developed alongside museum palaeontologists that support learning and encourage communication and creative play.
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.
There are six dinosaurs to choose from, including the fast, fierce and famously intelligent velociraptor - perfect for action-packed storytelling. The stegosaurus, with its striking back plates and spiked tail, brings 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.
has been thoughtfully
Working in collaboration with the Natural History Museum, each dinosaur has been thoughtfully designed to be scientifically accurate, produced with sustainability in mind, and manufactured to the highest possible safety and quality standards.
Scene-stealing dress-up
RUBIES
customerservices@rubiesuk.com
www.rubiesuk.com
Rubies’ new range of One Piece Netflix costumes is one of the most anticipated licensed costume collections of 2025, tapping into the growing popularity of this global Netflix phenomenon. The collection features the Monkey D. Luffy costume, including the signature hat, top, and trousers, perfect for fans to get dressed up in the protagonist’s classic adventurous style, alongside a standalone Monkey D. Luffy Hat. The Nami costume, complete with a wig, top, and skirt, allows fans to embody the spirited navigator.
perfect for fans wanting a simple yet
Capitalising on one of the most popular TV series globally, Rubies’ new Stranger Things collection offers fans the chance to bring their favourite characters to life. The adult Eleven Dress delivers an instantly recognisable and nostalgic look, perfect for fans wanting a simple yet iconic costume. For those seeking a more immersive experience, the Demogorgon Deluxe Adult Costume is a show-stopping option, featuring a detailed jumpsuit with separate feet and hand covers, paired with a life-like latex mask that captures the series’ eerie monster design.
Rubies taps into Marvel’s 2025
blockbuster Fantastic 4 hype with a Halloween-ready collection centred
collection includes child and adult Human
around the iconic Human Torch character. The collection includes child and adult Human Torch jumpsuits, highly appealing to a broad demographic of Marvel fans and Halloween partygoers. Adding flame-effect innovation, the child-sized Human Torch Gloves accessory elevates the costume’s appeal by delivering an eye-catching, interactive element that enhances the Halloween experience.
eye-catching, interactive element that enhances Halloween
Super, smashing, great!
UNIVERSITY
GAMES
www.university-games.co.uk
enduring appeal of the horror icon, featuring
University Games continues to lead the way in licensed games and puzzles, with a star-studded portfolio of licensed characters featuring household favourites, from Matilda, Gangsta Granny, Dog Man and The Very Hungry Caterpillar, through to Paddington, Harry Potter and TV’s iconic Bullseye family quiz show character, Bully! The spotlight will be shining on the awardwinning Bullseye Board Game this festive season. Promising a “super, smashing, great time”, players take aim with magnetic darts before answering tricky trivia across the nine TV show categories to win Bully’s Star Prize. Perfect for families, the Bullseye Mini Dice Game is also available, either as a standalone or as an add-on for more University Games’ best-selling Roald Dahl range features some of the author’s most celebrated characters including Matilda in The Extraordinary Challenges Board Game, the popular new Swashboggling Story Telling Dice Game and the Roald Dahl Find It Fast game.
Sweet dreams
GALT TOYS, PART OF THE JUMBO
GROUP
salesuk@jumboplay.com
The Gruffalo Storyteller: My First Speaking Companion arrives as a timely and enchanting solution. Designed for children aged 3 and up, this charming electronic toy blends education, imagination, and relaxation in one lovable package.
Created with the magic of a beloved character, this interactive Gruffalo is more than just a toy - it’s a storytelling companion. With over 90 minutes of content and four delightfully engaging game modes, it taps into the heart of what parents and gift-givers are looking for: meaningful play with emotional value.
Rubies’ new Chucky collection captures the enduring appeal of the horror icon, featuring a cross-generational lineup of costumes and masks, perfect for families or friends to get dressed up together to enjoy the Halloweekend festivities. The toddler Chucky costume comes with a jumpsuit and toy knife accessory to provide frightful fun, while the child and adult costumes boast jumpsuits paired with masks.
toddler Chucky costume comes with jumpsuit and adult costumes boast jumpsuits
Each mode supports a different element of early childhood development. Film Audio Mode introduces the story through sound alone, offering a screen-free storytelling experience. Guess Who mode builds comprehension and memory through playful puzzles, while Gruffalo Says mode adds movement and focus to the mix. Night Mode winds things down with soft lights and a soothing bedtime tale.
It’s compact enough for bedtime tables, car journeys, or holiday travel - an ideal gift for Christmas or birthdays. The toy is launching right in time to capture holiday demand, and with its standout positioning as a comforting bedtime companion, it’s poised to become a must-have. an birthdays. The toy is launching right
NewDinosaur Plush!
What? Brand Licensing Europe When? 7-9 October Where? Excel London
Visit: brandlicensing.eu
Brand and deliver
Brand Licensing Europe is just around the corner. We caught up with Event Director Ella Haynes to learn what’s new for 2025, why toys and kids’ IP are central to the show, and the team’s vision and plans for the next two to three years
Last year was a record year for the show in terms of attendance and internationality - what are your hopes for this year’s event, and are early indications pointing towards further growth?
Last year’s BLE was special because it was our biggest ever and our 25th birthday. It was wonderful to run an event which clearly illustrated the potential we have been building towards for all of these years. But breaking records is not our principal
“Kids’ IP is critical to BLE because it’s such a huge part of the licensing market generally. Toys are where licensing started
Ella Haynes, BLE event director
”aim – that’s to deliver a quality audience of attendees and return on investment for our exhibitors, and a diverse selection of brands and outstanding return on time to our attendees.
Retail attendance is also incredibly strong - and rising. How are you tailoring the event to best cater to retailers?
Brands exhibit at BLE because they want to meet retailers first and foremost, followed by manufacturers. In recent years, we have invested heavily in building relationships with retailers of all sizes, from all European territories and across all product categories, educating them about the opportunities licensing
offers them and making it as easy as possible to attend BLE and meet brands. Last year, we achieved record retail attendance and, this year, I’m confident we will bring in the same great quality of buyers to keep all our exhibitors happy.
Registrations for 2025 are very promising with European registrations from Aldi, Lidl and Carrefour to name a few, and a fantastic cross category spread from the UK already registered, including: Tesco, M&S, Matalan, John Lewis, Asda, Sainsbury’s, Mori, Miniso, POP MART, Waterstones and lots more.
The spectrum of retailers keen to find out more about licensing is expanding all the time. The BLE Retail Mentoring Programme here in the UK attracts
Ella Haynes
ever more diverse retail brands, and this year that included Miniso for the first time. We do everything we can to make it as easy as possible for retailers to attend the show, meet the right brands, see the right products and enjoy the most relevant content, as well as providing the Retail Lounge cared for by Care Bears for R&R and peerto-peer networking, show tours and intro guides to BLE and brand licensing.
What is it about BLE that sees it continue to grow and evolve, even as many other shows continue to struggle back to prelockdown highs?
Over the next two to three years, BLE’s vision is to evolve in step with the licensing landscape: showcasing the most relevant, high-growth categories and delivering real value for exhibitors and attendees alike. The industry has seen rapid growth in sectors like food and beverage, health and beauty, sport and gaming - and it’s great to see the toy industry reporting growth - and BLE will reflect these trends on the show floor.
well as new networking events like Sip & Share.
Our online Event Planner makes it easy for attendees to discover properties, connect with exhibitors, request meetings and add conference sessions and networking events to their calendars. Over 6,000 meetings were booked through the Event Planner last year, and this year we’ve added a host of new features to make show planning even easier, including highlighting how many minutes it takes to walk between stands, smart meeting planning, which nudges visitors to book meetings based on stand location, and the ability to save searches, whether that’s people, brands or content, and set up alerts to new matches.
There’s a real focus on toys and kids’ licenses this year, particularly as part of the new press briefing. How important are kids’ IP to BLE?
Unmissable content
“We have lots of toy-focused content at this year’s BLE starting with our day one keynote, A Legend Reborn: Reimagining the Masters of the Universe Franchise delivered by Mattel x Amazon MGM Studios at 1:30pm,” says Ella.
“There’s so much buzz around this IP now. This keynote will be different to previous ones and talk about the whole process of bringing back the franchise from start to finish including the very important creative process.
As a truly European show, BLE will continue to deepen its reach across the region, continuing to serve the UK - the world’s second-largest licensing market - as well as key markets in Western, Central and Eastern Europe, and the Middle East.
At the same time, we’ll enhance the overall event experience, blending ROI-driven tools and tech with curated ‘wow’ moments that spark discovery and FOMO. For the toy industry, this means access to fresh, relevant IP and emerging categories that are directly aligned with retail and manufacturing trends - ensuring BLE stays both a barometer of what’s hot and a catalyst for what’s next.
What’s new and improved for BLE 2025?
Two things spring to mind: the Networking Hub content and our online Event Planner.
The Networking Hub, powered by Licensing Unlocked and Licensing International, launched at Licensing Expo in May and we’re bringing it to BLE. It will host sessions designed to help attendees better understand the French, Italian and German markets, as
Very important, which is why they are included in the press briefing and our day two keynote, which is a deep dive into European retail insightsboth feature Circana’s European toy data, insight from License Global on trends and brands driving growth, and European-specific data from Licensing International. Kids’ IP is critical to BLE
“Plus, a few more that will no doubt touch on toys - including the press briefing and day two European retail insights keynote we’ve already discussed - are:
• Building the Fandom Flywheel with NBCUniversal Products & Experiences President Vince Klaseus
• Paddington & Beyond: Shaping the Future of Family Brands with STUDIOCANAL Kids & Family
• The Coolest Brands for Gen Alpha! Who Makes the Top 100 and What Makes a Brand Truly Cool for Kids?”
There will be 73 new exhibitors at BLE 2025
It’s a bullseye for Bulldog!
Bulldog Licensing stand A202
Bulldog Licensing will again be promoting an impressive selection of brands that have been big hits across publishing, streaming, TV and blogs, but that all have one thing in common: massive licensing potential.
They include the classic and globally known property Care Bears, evergreen worldwide hit Sesame Street, the much-loved Me to You character brand, the legendary Beano comic, iconic UK darts game show Bullseye, the classic comedy character Mr Bean, and successful children’s publishing brand That’s Not My…, along with new arrivals that include the record-breaking publishing hit and recipe brand Pinch of Nom and the eagerly anticipated new toddler and young preschool animated series BeddyByes.
Care Bears continues to show incredible growth, driving major retail success across multiple categories from toys, plush, apparel, and accessories to homewares and collectibles, enthralling fans across every age.
Meanwhile Bulldog will highlight multiple opportunities for potential partners as Beano gears up for Dennis’s 75th anniversary in 2026, and the brand’s 90th anniversary in 2028. The whole programme is supported by a comprehensive style guide, and adds a growing adult market Ito its appeal.
Iconic darts game show Bullseye makes its triumphant return to our screens with a major new series hosted by Freddie Flintoff. Bulldog Licensing is ramping up an already strong licensing campaign with a host of new partners joining its licensing programme.
There’s a great deal of excitement from broadcast and streaming platforms about the new young preschool TV and streaming animated 52 x 11 series BeddyByes. A visually rich and uniquely tactile series, it helps the very young get ready for sleep and has secured a slot during the prime CBeebies
Blockbuster brands
Warner Bros.
Discovery Global Consumer Products Stand B121
Warner Bros. Discovery Global Consumer Products (WBDGCP) returns to BLE 2025 with a bold multi-year strategic plan to unlock the full value of its iconic entertainment portfolio.
Following the success of Superman, which surpassed $550m at the box office, attention now turns to an exciting slate of new and upcoming releases from DC Studios, from Peacemaker to Supergirl.
The ever popular Batman also continues to take centre stage, with licensee and retail activity building for the second season of Warner Bros. Animation’s Batman: Caped Crusader. Meanwhile, momentum builds in the preschool space as DC and Warner Bros. Animation’s Batwheels continues to gain traction across EMEA, with a third season greenly in 2024.
The 25th anniversary of the release of Harry Potter and the Philosopher’s Stone will be celebrated across all business divisions throughout 2026. Fans worldwide can engage through curated anniversary products, global theatrical re-releases, and year-round celebrations. There are a host of plans in store to engage and excite the fandom ahead of the much-anticipated HBO Original TV show in 2027.
uniquely tactile series, it helps the very young has bear across toys, publishing,
Bedtime Block. The show clearly has major licensing potential, and Bulldog is bringing its many years of experience to bear across toys, publishing, bedding, bathtime products, apparel, nightwear, oral care and sleep aids.
Innovative adaptations of classic animation properties will take centre stage at BLE, including GOKKO x Tom and Jerry - a kawaii-style reinterpretation of WB’s classic characters, which was launched globally to critical appeal in July 2025. This exciting new interpretation of everyone’s favourite cat and mouse duo is supported by a brand new Consumer Products programme that is heroed in lifestyle and plush.
Looney Tunes continues to cement itself into pop culture, expanding on its partnership with the International Olympic Committee (IOC) in 2026 – a milestone year that also marks the 30th Anniversary of Space Jam.
And Warner Bros. Pictures Animation has also been underway developing new feature length animated movies, including Bad Fairies (July 2027) and Margie Claus (November 2027), a comedic heart-warming holiday adventure.
Movie magic
Universal Products and Experiences Stand A171
Universal Products and Experiences (UP&E) returns to BLE with a dynamic line-up of global franchises and blockbuster films, unlocking fresh opportunities across fashion, toys, publishing and more. With stories that resonate across generations, UP&E truly has something for every fan - from preschoolers and families to kidults, millennials, and collectors.
Wicked: For Good, the epic conclusion to the global sensation that became the most successful Broadway film adaptation of all-time, debuts in November 2025 with an even bigger, more electrifying, culture-defining campaign.
Following a teaser announcement that sparked over 193 million views in just 24 hours, everyone’s favourite ogre returns in 2027 as DreamWorks Animation’s Shrek 5 is set to reignite the box office.
Also from DreamWorks Animation, Gabby’s Dollhouse continues to celebrate the magic of play with its first-ever cinematic adventure, Gabby’s Dollhouse: The Movie debuting in theatres in September 2025. Meanwhile, the How to Train Your Dragon live-action franchise soars ahead with a second film landing in 2027.
Following a major box-office milestone marking the first animated franchise to cross $5 billion worldwide, Illumination’s Despicable Me’s newest release, Minions 3 will debut in theatres in July 2026. Additionally, fans can get ready to power up for Nintendo and Illumination’s new animated film based on the world of Super Mario Bros. The latest instalment to the highest-grossing video game adaptation of all time arrives in theatres in April 2026.
Eh-Oh! WildBrain Stand B171
WildBrain, a global leader in kids’ and family entertainment, is expanding the global reach of its beloved franchises Strawberry Shortcake and Teletubbies with a robust international programme of fresh brand activations and crosscategory licensing partnerships—bringing these iconic franchises to even more fans around the world.
As excitement builds for the iconic franchise’s 30th anniversary in 2027, an extensive slate of
Miffy’s milestone Rocket Licensing Stand A205
Rocket Licensing is one of the UK’s leading independent licensing agencies – and its brand portfolio underlines that reputation. At stand A205 during BLE you can meet to discuss with the Rocket team a range of classic and hit brands that include Miffy, Bing, Horrible Histories, Horrible Science, The Elf on The Shelf, Legendary Entertainment, including the Dune Franchise and the Monsterverse franchise – notably the forthcoming Godzilla X Kong 3: Supernova – Dog Man, Kodak, Amazon MGM, The European Space Agency, Super Things, Mrs Brown’s Boys, and, of course, much more.
Miffy, the iconic brand created by Dick Bruna, is a global phenomenon and is celebrating its 70th anniversary this year with a new CGI animated TV series from StudioCanal, Mercis, and Superprod Animation.
New for Rocket at BLE this year is Bing, the timeless, relatable and classic awardwinning pre-school show from Acamar Films. With universal appeal and wonderful storytelling at its heart, Bing has built a huge following by exploring key moments in a pre-schooler’s life that they strongly identify with, while also providing a valuable toolkit for grown-ups to help support their children’s growth.
new licensing partnerships, brokered by WildBrain CPLG, continues to bring this hugely nostalgic preschool icon to life in new ways for fans. New partnerships include a colourful collection of phone accessories from Casetify, the expansion of cosmetics brand Missha’s hugely popular Teletubbies collection beyond South Korea, and in the digital space, an expanded collaboration with Singapore-based next-gen game studio and digital architect Smobler.
In a previously announced partnership with Sanrio, this month sees the roll out of exclusive Hello Kitty and Friends x Strawberry Shortcake co-branded products for fans of all ages across toys, fashion, stationery and more, at retail in US and Canada.
TNP TOY TESTERS TNP TOY TESTERS
The Super Cool Trail Blazers
This month, The Toy Tester kids take on and test the awesome Bladez Toyz RPM (Real Performance Machines) Monster Truck radio control car putting this powerful beast through its paces and giving us their opinion, and in their own words what they think, to find out what makes this innovative ‘must have’ toy, all the rage! (Toys n Playthings have not changed their language).
The Parents
Mums: Hailey, Suzie & Claire Dad: Joe
and his Mum, Hailey
Toby: “This car is just excellent. It’s really easy to use and I love how it ‘drifts’ and ‘back flips’. Cars are my favourite toy and I really want to play with this one again. I’ve already asked for a radio control car for Christmas.”
Isaac (11), George (9) and their Mum, Claire Isaac: “This car ATE down!” (TnP have been informed that this in slang means that the car is exceptionally good).
George: “I’d give this 10 out of 10. It’s brilliant for crashing into Mum. It does so many things but I Iiked crashing it the most. I definitely want to play with this car again.” (At this point, George picked up the car and told us with the broadest grin: “These wheels!!!”).
Hailey: “It’s a really cool, funky RC. I really liked the Turbo mode. The big, rubbery wheels were great and it’s so lightweight so damage to walls and humans is kept to a minimum. The car hasn’t taken any damage either which you just know is a sign of a really good toy.” She added: “I’ve really enjoyed playing with it and I think I’m going to have to fight to get a turn.”
We asked George what his favourite toy was ever and he responded: “This car!” Claire: “It’s a really shiny, bright car. I like the paint splatter effect. It makes it really funky. It’s easy to use although I need practice. The chunky tyres are really good, they give excellent grip.”
know is a sign
Harry (8), Joe (10) and their Mum, Suzie Harry: “This car is ‘sick.’ (slang for outstandingly good/impressive). It’s really easy to use and I Iike the ‘drifting’ most.
Joe: “I like the graffiti writing and I want to see how well it will perform in a really big space. The big wheels are a good feature and I will be playing with this a lot.”
Suzie: “I like having time out with my boys who are car obsessed especially with the bigger radio control vehicles. I can see how much they both like this car and what it can do.
Mum, We George good can truck body really makes it stand out. It’s to there’s some really cool features. I like
Zac (9) and his Dad, Joe Zac: “This is a great car. The monster truck body really makes it stand out. It’s easy to operate the lights and boost and there’s some really cool features. I like
The Kids
the look of it and drifting it best of all.”
Toby (8), Zac (9), Harry (8), Joe (10), Isaac (11) George (9)
Joe: “We’re big fans of RC in our house (sadly, Joe’s daughter wasn’t well and was unable to test for us). Dad continued:
“Both kids love RC from drift cars to off road ones and really, anything to do with cars and me too. I’m a bit of a racing car junkie.”
Joe continued: “ I really like the bright colours and smart patterns. It’s good when you have simple controls and this does both forward and backwards and the direction of left and right which makes a big difference. It’s got to have quite a powerful motor and durable construction, whether that’s for off-road bashing, on road racing or drifting and again, this does. I think this will really handle different surfaces really well with some really good precise control.”
Joe added: “This has been going
Harry
“This car is sick" (Slang forgood!")oustandingly
Contact:
BLADEZ TOYZ lost any battery power either, that’s important as much as the durable chassis. I’d definitely have one of
Toytastik turns 10
Olivia Amphlett reflects on a decade of Toytastik, the independent Chepstow toy shop founded by her parents Jon and Liz, which is celebrating 10 years of trading this month
My parents Jon and Liz Amphlett opened Toytastik in 2015, and as a family-run business, we're so proud to be celebrating our 10th anniversary.
For many years, we were located on Moor Street in Chepstow. But this year has been particularly exciting for us, as we relocated in May 2024 to our new home at 4 St Mary Street. This is a fantastic location, as it's part of Chepstow's historic town centre and
We carefully select our toysand gameswith a focus onquality, educational value, sustainability and fun ” “
attracts lots of tourists who come to see attractions like Chepstow Castle.
The new space is perfect for our shop and we're so happy to be part of such a vibrant community of independent businesses. We're currently planning how to celebrate our birthday. At the end of this month there will be lots of cake and discounts/giveaways in-store.
Being on St Mary Street has also brought a few other perks. We're now directly opposite a lovely restaurant that does wonderful Sunday lunches. It's often quite funny - and lucrative for us - on a Sunday to see parents dashing over the road to us between courses, looking for a toy or game to occupy their children!
At Toytastik, we believe in the magic of play and the importance of community. Our ethos is built on providing exceptional, traditional customer service. We love helping customers find the perfect toy and making everyone feel welcome and valued. We're committed to supporting our community and a strong local economy.
We actively engage with local
initiatives and other independent shops, believing that a strong community benefits everyone. We're not here to compete with online giants or struggle to exist in a crowded marketplace. Instead, we're focused on carving out our own niche by offering a curated selection and a personalised shopping experience you simply can't find online.
We carefully select our toys and games with a focus on quality, educational value, sustainability and fun. We believe that play is a crucial part of a child's development, and we strive to offer products that are not only fun but also encourage creativity, learning, and growth. We prioritise working with suppliers who share our commitment to sustainable practices and materials. That family spirit runs through everything we do. We're not just a shop; we like to feel we're a part of our customers' families' stories, and we hope to continue bringing joy to generations of children in Chepstow and the surrounding areas.
Being our own bosses means we aren’t forced to work with companies who don’t
share our values, or sell things we don’t like or believe in. This allows our passion and enthusiasm for the toys we sell, and the games we play and demonstrate with our customers, to truly shine through.
Our eclectic range is carefully curated with a focus on quality, educational value, and sustainability. We believe in the power of play to encourage creativity and growth, and our selection reflects thatfrom educational and STEM toys to traditional games and puzzles.
We take great pride in our partnerships with small, independent suppliers, allowing us to offer unique products that are hard to find elsewhere. At the end of the day, our goal is obviously to run a successful business while bringing joy to our customers' families.
location, we've seen a definite increase in footfall, particularly with more tourists and visitors coming into the shop.
Toytastic shout-out
If I had to give a shout-out to a few key names, I'd have to say Smart Games, Big Potato Games, Djeco, Brainstorm, Bigjigs Toys, University Games, Floss & Rock, Inside Out Toys, Hippychick, Galt, The Puppet Company, Halilit, Juratoys, BTL Diffusion, Siku, Plus-Plus, Kandy Toys, Orange Tree Toys and Lanka Kade. That’s just to name a few!
Over the past 10 years, we've developed some wonderful partnerships with a variety of suppliers, from business owners and their sales teams to agents. We genuinely enjoy catching up with them, whether they're visiting our shop or we're seeing them at events like Toy Fair, Spring Fair, or Autumn Fair.
The silly thing is, we still get incredibly excited about attending trade fairs. Whether we're finding new toys or playing new games, our enthusiasm is as high as it was on day one. If a game can capture our attention and make us laugh, it's almost guaranteed to end up on our demo table in the shop.
We're constantly on the lookout for new suppliers, especially startups. We intentionally steer clear of the big companies; it's always difficult to compete with online giants. Our unique selling point is the uniqueness of the toys and games we sell, and we're committed to keeping our selection fresh, exciting, and different.
Who are our core suppliers? That's an almost impossible question to answer - it's a bit like asking me to choose a favourite child! Over our decade in business, we've been fortunate to build wonderful relationships with all of our suppliers, and we genuinely value every one of them.
I'm sure we're not alone as a small independent business when it comes to the difficulties of buying in bulk while also trying to offer a wide and varied range of pick-up and pocket money toys. It can be a real balancing act.
However, I’ve got to say a huge thank you to Pete [Smith, sales director] at Kandy Toys. He has been fantastic in supporting us with ordering from its huge range. He's even visited our shop and made personal recommendations of products that we've taken him up on - and they've flown off our shelves! The margins have been good too, which is a big plus. His support has been invaluable in helping us provide a great selection without the pressure of having to over-order.
So far, trading has been very positive for us this year. Since we moved to our new
While June was a quieter month for us, we put that down to the extremely hot weather keeping people outdoors rather than in shops. However, we've seen business pick up significantly since then.
The increase in visitors has led to a few changes in our merchandise mix. We've expanded our range of pocket money toys with additions from KandyToys like retro and traditional games such as Metal Jacks and Pick Up Sticks to Putty, Hatching Eggs and the big hit of summer - Shiny Gems! Who knew a bag of gems could be so popular?
And we’ve added some travel games from Smart Toys And Games - my favourite being Pole Position. Professor Puzzle does a lovely range of introduction card games for little ones from Little Astronauts to Little Bakers, but another big hit this summer was a range of Snaps from Bigjigs Toys.
These have been a big success - especially with families who are camping in the nearby Forest of Dean and are looking for fun ways to keep the kids entertained over a weekend.
We also introduced a new initiative over the summer months. We supported several local breakfast clubs by running game days. These were a huge success, with parents often popping into the shop afterwards to buy the very games that their children enjoyed playing at the club!
In terms of new product arrivals at Toytastik, we recently had a delivery from University Games of its new National Geographic range 'How Things Work' collection of nine 3D STEM puzzles. We've already seen these sell fast and feedback has been amazing, especially for the vacuum cleaner. Finally, I must highlight a frustrating concern: a growing group of customers that we’ve been seeing more of lately is children driven by expensive trends. I feel this is fuelled by social media and the expanding kidult market, where children as young as four come into the shop asking for the latest fad. Whether
We love helping customers find the perfecttoy andmaking everyonefeel welcome and valued ” “
it's a scary keyring doll or a ‘rare’ plush they’ve seen in an online video, the pressure to keep up is constant.
While we love to see kids get excited about new toys, it's the high price tag and the pressure it puts on families that really saddens us. Recently an eight-year-old boy came in with his £50 birthday money. He looked around but couldn't find the plush toy he was after.
We were happy to point him to another shop in town that carried the brand. He ended up spending his full £50 on just two tiny soft toys - because his best friend had eight of them, and he felt he needed to start his own collection.
We're glad he supported a local business, but it's hard to see £50 spent on just two items that are heavily marketed to the kidult demographic, especially when you could get so much more for your money.
California soul
September was defined by out of office email responses, sunglass-sporting selfies on LinkedIn, and news from across the pond as the international toy trade flew into California for the LA Fall Preview Market Weeks The US Toy Association kicked proceedings off with a ribbon cutting ceremony to mark the official opening of its brand-new Toy Building in the heart of El Segundo, LA’s expanding Toy District. We caught up with Kimberly Carcone , Executive Vice President of global experiences at The Toy Association, to find out more about the growing popularity and importance of this West Coast preview event
The LA Preview Market Weeks 2025 have just come to a close. What are the early takeaways and feedback from this year’s event?
The early feedback has been incredibly strong. Tenants have shared that having a centralised space to host their meetings gave them an edge in how they presented their products and brands. Buyers told us how efficient it
was to cluster appointments in one trip, saving time and maximising exposure to a wider range of companies. A common theme in what we’re hearing is that this format not only supported business transactions but also fostered deeper relationship-building, which is so critical in our industry. Feedback has reaffirmed why we created this permanent West Coast home in the first place: to simplify the process of connecting buyers and sellers and to create an environment where our tenants can focus on doing business, not logistics.
“A common theme in what we’re hearing is that this format not only supported business transactions but also fostered deeper relationship-building”
Kimberly Carcone, EVP, global experiences, The Toy Association
And beyond the business itself, there was incredible energy around all the content and social events The Toy Association
brought to El Segundo during the LA Fall Preview Market Weeks. Our grand opening ribbon-cutting ceremony set the tone for these incredible two weeks of gatherings. From happy hours to networking events on our patios, to even an In-N-Out truck at our doorstep, the camaraderie was second to none. Our team and helpful staffers took great pride in opening our doors with a calendar full of memorable moments that gave buyers, tenants, and guests a chance to come together in a more relaxed setting, strengthening relationships and making the Toy Building feel like a true home for the community.
The Toy Association opened the Toy Building this year. How long was that project in development and what does this new hub provide the industry on the West Coast?
The Toy Association hit the ground running as soon as we had a vision
for the Toy Building at the end of last year, fuelled by requests from the industry and our tenants in temporary month-long 2024 LA Fall Preview showrooms. We knew that El Segundo, with its growing Toy District, was the natural place to create a West Coast hub, and we worked carefully to bring that idea to life. We quickly found our new home at 101 Continental Boulevard, put on our hardhats, and got to work. By this summer, four fully renovated floors were ready to welcome our tenants on August 1.
The result is the Toy Building: a modern, professional space designed by toy people, for toy people with every detail created thoughtfully for how our industry does business. From its toyetic atmosphere to its collaborative layout, the building was built with the unique needs of toy companies in mind. The Toy Building gives companies a year-round presence in one of the most important business centres in the toy world, while also opening new possibilities for collaboration, hosting meetings, and fostering community.
How has the Toy Building been received by the first tenants?
The reception has been overwhelmingly positive! Many of our temporary tenants from this September have already converted to becoming long-term tenants, and we continue to see new companies joining. Tenants tell us they feel proud to bring buyers into the space. It’s professional, it’s modern, and it represents the industry in a way that reflects the calibre of their own brands. Beyond the physical environment, what’s really resonating is the sense of community. Being under one roof with other toy companies creates new
opportunities for connection, reinforcing that this building is more than just showroom space — it’s a hub designed to serve the industry year-round.
Do you have an early indication on visitor and tenant growth at this year’s market?
We’ve had an impressive start as the Toy Building opened its doors to leading retailers, including Amazon, Walmart, Five Below, Learning Express, CAMP, Marshalls/TJMaxx, and countless more, who were visiting tenant showrooms from Hasbro, LEGO, Crayola, Funko, Playmobil, Crazy Aaron’s, Faber-Castell, and many more. What’s even more important is the quality of the meetings taking place. Our goal is to ensure that companies are making the right connections that lead to lasting business results. We expect that as word spreads and the building becomes even more of a known destination, both tenant participation and buyer attendance will continue to climb.
How does this event differ from the Toy Association’s more traditional annual trade fair in New York?
The two experiences are very different, but they complement each other in important ways. Toy Fair in New York remains our industry’s flagship event — a large-scale destination where the entire toy ecosystem comes together under one roof, offering education, media visibility, networking, and a showcase of product that is ready for market. By contrast, the LA Fall Preview Market Weeks are intentionally streamlined. Activity in the Toy Building is focused squarely on preview season, when companies share long-lead product plans with buyers and guests
The Toy Building: a modern, professional space designed by toy people, for toy people
Kimberly Carcone, EVP, global experiences, The Toy Association
in a more intimate, by-appointment setting. It is not a trade show; it’s a solution for companies that want to be present in Los Angeles during this critical window, where buyers and sellers meet directly in showrooms and meeting spaces, often in a quieter setting. To support that, we’ve established a professional “campus” at the Toy Building, hosting two market weeks in September to give the industry a central hub while it was already in town — helping toy and play professionals make the most of their time in Southern California.
For those unable to make the trip this year, why should they be sure to attend — from either side of the buyersupplier dynamic — in 2026? Simply put, because the opportunities are only going to grow. For tenants, being present in the Toy Building puts you right where the buyers are already planning to be. For buyers, the advantage is the convenience of meeting multiple companies in one concentrated trip, all in a professional environment that makes doing business seamless. And beyond the meetings themselves, there’s also the spirit of being part of the industry when it gathers in Los Angeles. Those casual collisions in hallways that lead to meaningful conversations and the relationships that get strengthened — all of those moments matter. Looking ahead, 2026 will be an even bigger and more exciting year (stay tuned for announcements), and we encourage everyone to be part of it!
To learn more about getting involved or to schedule a tour of the building, visit toyassociation.org/lafallpreview
The power of preschool
Resilient, beloved and marketable year-round, preschool toys are among the most consistent sellers on the market. We sat down with top suppliers in the sector to
discover what’s in store for Christmas, why appealing to parents is important, and why they place a premium on developmental benefits
Play time is a crucial part of any preschooler’s life, and the toys parents and gift-givers choose for their little ones can play a big role in their early development. In fact, British preschoolers spend more than 90 minutes each day playing with toys, according to The Insights Family research, making it their favourite activity ahead of watching video content. As such, the category is famously resilient to economic turbulence and remains steady even when families cut spending on holidays or other luxuries.
“The preschool and infant toy category is one of the strongest and most stable in the sector, and we’ve seen strong and consistent demand across our range, with year-
“The preschool and infant toy category is one of the strongest and most stable in the sector”
Zara Grindrod
Sales and Brand Director, Rainbow Designs
”on-year growth in some of our most established classic character lines such as Paddington, Peter Rabbit and Disney’s Winnie the Pooh,” says Zara Grindrod, Sales and Brand Director for Rainbow Designs. “Especially when times are tight, parents and gift-givers continue to turn to trusted, timeless brands when choosing gifts for little ones, and we’re finding that these heritage-led collections provide reassuring quality and familiarity in what can be a crowded market.”
It’s a similar story at Juratoys, says Michelle Probert, UK Sales and Marketing Manager, with positive sales and steady YOY growth so far in 2025. “We have felt the economic pressures this year,” she admits.
“But parents continue to prioritise children’s development and learning through play, especially
Juratoys
across our new Cross Roads collection, which is perfect for preschoolers.“
The category’s developmental benefits are key to its popularity. They support and promote early childhood development, from fine motor skills, to early communication and independent imaginative play, and sensory discovery. Parents are keenly aware that playtime is important and, Zara says, will seek out toys that offer support to help their little ones reach key developmental milestones.
“We see that reflected in buying decisions,” she says. “Our products are designed not only to be super soft, safe and cuddly, but also to encourage key developmental milestones – from tactile fabrics that stimulate sensory play to characterled storytelling that supports imagination and communication skills. We create toys that are both engaging and nurturing, helping children learn as they play. This
includes lines such as our new Bing’s Activity Things Activity Toy and Harry Potter Developmental Activity Cube, right through to our best-selling Adventures of Paddington preschool collection.”
Michelle agrees, saying that parents place “extremely high value” on the developmental benefits preschool and infant toys provide, far ahead of other age groups. “For many, a toy is not just for play, it’s a tool for learning,” she says. “We design all of our toys with making learning fun with lots of variety, bright colours with plenty of addition play value in every product.”
“For many, a toy is not just for play, it’s a tool for learning”
”Michelle Probert, UK Sales and Marketing Manager, Juratoys
That means providing engaging alternatives to screen time which, although an important part of a healthy play diet, is often regarded as a hands-off play pattern. As such, parents are keen to marry the benefits of more modern screen play with the types of traditional timehonoured co-play that preschool toys offer.
Screen-free fun
“The infant category remains largely screen-free by parental preference,” says Michelle. “Our Janod Magneti’book collection is perfect for the ‘screen’ alternative with lots of activities to keep little hands busy. We acknowledge that screens are a part of everyday life, but we also believe there’s a time and place for them. That’s why we create alternative toys designed to support the developmental needs of infants and young children.”
“We find parents are still trying to prioritise traditional play over screenled entertainment, particularly in
those vital early years,” adds Zara. “At the same time, there is an appetite for toys that capture attention and deliver immediate interaction, something we cater for through character familiarity combined with engaging textures and developmental features in our nursery ranges, as well as incentivising imaginative play with lines such as the Adventures of Paddington Tea Set and Campervan Playset for the preschool years. Our focus remains on delivering toys that provide calm, enriching play, giving parents confidence that their little ones are being stimulated and entertained in the right way.”
Though less reliant on Christmas and other annual seasonal sales periods, preschool suppliers are busy lining up the ranges for the allimportant fourth quarter. Zara says that while Christmas is “naturally a key gifting period for us”, preschool toys benefit from a variety of occasions, from birthdays to baby showers, and the desire for family members to treat little ones year-round.
“This means our sales profile is more balanced across the year,” says Zara. “That said, Q4 is a crucial part of the year, and we ensure our retailers are supported throughout by our knowledgeable and experienced field sales team. We also deliver dedicated brand marketing campaigns, help to create strong instore presence through temporary or permanent FSDUs and POS, as well as aiding retailers with stock management stock during the busy festive period.”
Michelle and the Juratoys team are likewise readying a busy next three months, and have kicked things off early to break through the noise and prompt parents and gift-givers to start spending earlier - especially where ‘first Christmases’ are concerned.
“This year we started our Christmas campaign earlier to get ahead of the game and to secure early Christmas buys with our retailers and offer a gift guide to help with those all-important purchases,” says Michelle.
We asked: How impotent are parent-friendly features in this category?
“Parent-friendly features are hugely important, and we build these into every stage of our product development. While we keep the essence of our characters front and centre, our infant ranges are designed to be practical, safe and appealing to both children and parents. More than 90% of our range is suitable from birth, and every product is made from premium materials to the highest standards. We also continually review and enhance our processes to ensure our toys are produced as responsibly and sustainably as possible.”
Zara Grindrod, Sales and Brand Director, Rainbow Designs
“Very important. In the infant category, the purchasing decision is entirely adult-driven, and parents today are very much driven by products that are aesthetically pleasing, with social media being a large part of the buying process. Lots of us live in smaller spaces, where keeping things clean and tidy is essential in everyday life.”
Michelle Probert, UK Sales and Marketing Manager, Juratoys by products that are
VTech, the world-renowned leader in Electronic Learning Toys and the number one Infant/ Toddler/Preschool Manufacturer (Circana, Full Year 2024, Value), is delighted to unveil three innovative new additions to its beloved VTech Baby range. The latest additions — the 5-in-1 Toucan Tunes Playgym, the 3-in-1 Mow and Grow Tractor, and the Discovery Play Centre— demonstrate VTech’s continued commitment to learning through fun.
Encourage cognitive and physical development with the dynamic 5-in-1 Toucan Tunes Playgym. Created to grow with baby, this colourful and engaging playgym transforms through five developmental stages — from newborn playmat to toddler play panel. With over 90 melodies, sounds and phrases, the gym features a vibrant light-up toucan whose tummy changes colour with the rhythm of the music. Babies can explore instrument accessories
including a guitar rattle, squeaky drum, maraca, tambourine mirror and sheet music, all promoting self-discovery and sensory stimulation. The detachable piano allows little ones to learn numbers, colours and animals while playing along to favourite tunes, making this a true growwith-me classic.
Fact
Baby can explore round every corner with the Discovery Play Centre. Combine the panels into three different configurations for grow-with-me fun. Baby can sit and discover each panel, move around & interact with the classic cube or crawl around the long zig-zag! Each of the 4 panels introduce different themes and learning including music, numbers and animals through light up piano keys, key-pad and mini book page. A fun driving zone, shape sorter, peek-a-boo fun, turning gears, rollers and a fun see-through window
imaginative play with the versatile 3-in-1 Mow
along lawn mower, supporting physical panel for interactive play on the go. In
enhance key development stages. Little landscapers are in for hours of imaginative play with the versatile 3-in-1 Mow and Grow Tractor. This fun-packed ride-on easily converts into a pushalong lawn mower, supporting physical development and coordination. It also features a removable electronic driver panel for interactive play on the go. In all three configurations, children will hear encouraging phrases, realistic sound effects and catchy tunes designed to inspire role-play fun.
is launching a brand-new digital rhythm of the musical
This Autumn/Winter, VTech Baby advertising campaign spotlighting the new 5-in-1 Toucan Tunes Playgym, Discovery Play Centre, Walk & Wag Puppy, as well as favourites such as the First Steps Baby Walker and Crawl and Learn Bright Lights Ball. Running across key digital platforms, the campaign is designed to boost brand visibility and showcase the playful innovation behind VTech Baby.
The adventure never ends
JURATOYS
020 8878 2133 | sales@juratoys.co.uk
Janod’s colourful, lively playmats invite children aged two and over to explore, imagine, and create endless stories. With its long, wide road and circuit design, youngsters can travel through neighbourhoods, crossing crossroads and roundabouts in search of hidden surprises—like a real-life search-and-find game. Available in four different themes - City, Enchanted Kingdom, Mountain Valley and Countryside - each mat can be paired with accessories sold separately, such as vehicles and wooden blocks from our Cross Roads range. The clever design allows multiple mats to connect on all four sides, creating a giant, expandable city where children can continue their adventures endlessly.
Children can spot the letter carrier, people walking their dogs, or newlyweds outside the town hall. Along the way, they’ll discover a wide variety of buildings, professions, and vehicles. Stop at the supermarket to pick up provisions, enjoy a snack in the park, then head to the cinema for family fun. Every corner of the mat offers something new to observe and talk about, helping little ones expand vocabulary, spark imagination, and practice observation skills.
The playmat also encourages discovery of emotions and colours, making it both fun and educational. Made of nonslip fabric, it’s safe for rolling toy cars, walking, or simply exploring. Its 120 x 78 cm size provides plenty of space for play while remaining easy to fit into a child’s room.
Whether they’re shopping, relaxing in the park, or enjoying a drink on the terrace to end the day, kids will love bringing these scenes to life. Both playful and practical, this city playmat offers an engaging way for young children to explore the world around them while having fun.
Character cuddles
RAINBOW DESIGNS
01329 227300
www.rainbowdesigns.co.uk
In the world of infant toys, Rainbow Designs offers babies an abundance of comfort, cuddles and sensory joy with adorable and best-selling licensed ranges of plush toys. From Peter Rabbit and Paddington to Harry Potter and Disney Baby Lion King, these collections are all bursting with gorgeous high quality cuddly toys for little ones.
For the youngest of Paddington fans, the refreshed Paddington for Baby collection from Rainbow offers beautifully designed nursery toys, including a baby soft comforter, ring rattle and a super cuddly My First Paddington, each created to delight while becoming cherished first companions.
Rainbow’s enchanting Harry Potter collection, is a whimsical range of infant toys that brings the beloved Wizarding World to the youngest of Harry Potter fans. From The Stars of Hogwarts My First Soft Toys to Ring Rattles, Comforters, and Activity Toys, the range features the young wizard, Harry Potter, the wise Snowy Owl, Hedwig, and the ever-endearing Dobby the house elf. Recent additions to the range include the Hogwarts Express Soft Book, created from soft, baby-friendly fabrics and featuring crinkle pages and textured surfaces. Alongside the adorable Harry Potter Activity Cube, Each side is packed with surprises to keep babies entertained, including crinkle sounds, a baby-safe mirror, textured fabrics, and Dobby’s floppy ears for extra tactile fun! These encourage sensory discovery, while sparking imaginative play.
Dino-mite! TOYS2MARKET
sabrina@toys2market.com www.toys2market.com
The Balancing Dino Game from Small foot brings prehistoric stacking fun to playtime. With this balancing game made of FSC 100%-certified wood, players will need a steady hand and concentration to stack the dinosaur eggs on the balancing dinosaur. But be careful: when the dinosaur loses his balance and wobbles back and forth too much, the dinosaur eggs will fall down. To make the game even trickier, more advanced players can play using the included dice. The dice indicates which egg should be placed onto the dinosaur next. Placing the eggs and balancing the dinosaur trains children’s fine motor skills, hand-eye coordination, concentration, and patience.
This is an exciting game of skill for the whole family that can be played alone or with other people and is a true highlight for all young dinosaur fans. With the toys from the Dino product line, the theme is the fascinating prehistoric creatures that grab the attention of people of all ages.
There are so many adorable infant characters ranges to choose from at Rainbow including best-selling classics; Peter Rabbit Once Upon a Time, Disney’s Winnie the Pooh Hundred Acre Wood, and Guess How Much I Love You collections, that all feature an extensive line up of baby soft plush toys, comforters, ring rattles, and developmental toys. sparking continues
The ever-popular Disney Baby Lion King collection featuring the adorable Simba, continues to grow in popularity with little fans of The Lion King.
The Simba Sensory Play Mat—with its peek-a-boo
Adorable Infant Characters
The Simba Sensory Play Mat—with its peek-a-boo flap and baby-safe mirror—is a jungle of sensory stimulation, perfect for tummy time adventures and interactive play. The range also includes the super cuddly My First Simba Activity Soft Toy, Comfort Blanket, and Ring Rattle, perfect for helping to develop fine motor skills and sensory awareness.
sales@simbasmoby.com
Parents can introduce their littlest ones to all their favourite Disney characters with Simba’s Disney Plush collection. A beautiful gift from birth is the Disney Doorables Plush. This brand has been reimagined as 25cm character soft toys. Each toy is super-soft, and features Disney Doorables’ signature styling. New to the lineup of Disney Doorables characters are Stitch and Angel. These plushies offer extra comfort during snuggle time.
Disney Snuglets is another new launch this season, which again will make perfect presents for the youngest of fans.
Discover the new SiliSoft range by tickit - a beautifully designed collection of sensory toys made from premium food-grade silicone in earth, rainbow, and neutral colourways. Soft, flexible and safe, they’re perfect for little hands to explore during free play. The range includes teethers, bath toys, stackers, rattles, puzzles, and more. Durable,
bath. This clever design encourages imaginative play from different angles, stimulating sensory exploration and creativity.
Made from safe food-grade silicone, it is soft, fl exible and durable. Suitable from birth, it’s also perfect as a fi rst fi dget toy, providing soothing sensory input to calm fi dgety fi ngers and busy minds.
This delightful SiliSoft Sensory Eggs is perfect for engaging little minds in sensory exploration and playful learning. Designed to twist open, they can be filled with dried pulses to create natural sensory shakers, adding an exciting auditory element to playtime. For an extra sensory twist, they can be filled with natural ingredients like
Where the Wild Thingz are
KIDANTICS
enquiries@kidantics.co.uk www.kidantics.co.uk
Retailers looking to add valuedriven construction toys to their preschool shelves should take note of the new DIY Dinos range from Wild Thingz Jr. by KidAntics. These affordable sets combine the enduring appeal of dinosaurs with handson construction play, making them an irresistible choice for parents and children alike.
Designed for children aged three and up, DIY Dinos allow kids to build their very own prehistoric creature using the included chunky plastic screwdriver and colourful screws. With six collectible designs available, young builders can assemble favourites such as Triceratops, T-Rex, and Brachiosaurus.
Each dinosaur can be built, taken apart, and rebuilt time and again, encouraging repeat play and expanding the play value far beyond the box. But DIY Dinos are more than just fun, they’re packed with developmental benefits. Assembling each model helps improve fine motor skills, hand–eye coordination, and early problem-solving abilities. The tactile construction process also sparks imaginative play, as children proudly take their completed dinosaurs on endless adventures.
lemon peel, garlic, lavender petals, soap flakes, or cinnamon sticks to stimulate curiosity and develop sensory awareness.
Each egg base features between one and six differently shaped holes, supporting early shape recognition and counting practice. These versatile eggs also double as fun water squirters, making them perfect for bath time or water play adventures. The set comes with a soft silicone egg box for easy storage and portability. Made from safe food-grade silicone, these charming eggs are suitable from 12 months and provide a safe, durable, and engaging play experience that inspires sensory discovery, imaginative play, and early learning.
Preschool pleasers
JUST PLAY UK
uksales@justplayproducts.com
Just Play UK’s preschool portfolio is packed to the brim with fun toys that bring little ones’ favourite characters and shows to life, with Disney Junior Minnie Mouse, Disney Junior SuperKitties and Sesame Street all in the mix.
For generations, the classic beloved franchise Sesame Street has been bringing learning, laughter and life lessons to young children across the globe. And Just Play’s Master Toy collection continues to delight little fans. Not to be missed is Sesame Street Cookie Monster Basic Feature Plush. Named a Hero Toy at London Toy Fair 2025, this timeless interactive plushie brings joy with laughter, shaking and munching sounds, all activated at the press of his belly. Sesame Street Tickle Me Elmo is another classic, lovable toy that brings joy with its irresistible features.
Disney Junior Minnie Mouse remains a firm favourite, with Just Play’s fun collection of toys including adorable plush, pretend play items and sweet doll lines. All new for the season and sure to be at the top of little ones’ wish lists this year is the Disney Junior Minnie Mouse Pet Hotel Playset, while existing favourites include the Minnie Mouse Sweet Party 6” Doll. Children can also enjoy cuddling up to Minnie Mouse with the Musical Fun Plush, call their beloved Disney pal with the Rotary Phone, and head off on a dream vacation with the Minnie Mouse Bowdazzling Yacht.
Dave
From buyer to supplier
Dave, you’re not from the toy trade. Can you summarise your career to date?
After completing two postgraduate degrees, I started at Dixons (now Currys), drawn by my interest in technology. Fourteen years there gave me a wide range of retail experience, from customer-facing roles to category management. I then joined Halfords, which aligned perfectly with my passion for bikes and cars.
Managing Director of MV
Over 11 years, I focused on buying, supplier negotiations, and international sourcing, giving me a truly global perspective on retail. After that, I ran my own consultancy, helping suppliers understand how to succeed in retail. When Tandem approached me to become Chief Commercial Officer, it felt like the perfect opportunity to bring all that experience to a new and exciting creative sector.
Poulter,
Sports, and Chief Commercial Officer of parent company Tandem Group, joined the toy industry less than 12 months ago. We caught up with him to learn how his introduction to the trade is going, why his 25-plus year career on the buyer side gives him an advantage as a supplier, and what’s in the pipeline from MV Sports for the golden quarter and beyond
How have the first nine months in the toy industry been?
It’s been incredibly rewarding. The toy trade is fast-paced, creative, and highly relationship-driven. I’ve been impressed by how welcoming and passionate everyone is. My focus has been on learning the nuances of the sector, building strong connections, and applying ideas from my retail background where they can add value, but it already feels like home. It’s relatively uncommon for non-toy
After 25 years in retail, I was looking for a fresh challenge where I could apply my experience in a dynamic new environment. The toy industry appealed because it combines creativity, commercial strategy, and a fast-moving pace in a way few other sectors do. Tandem felt like the perfect fit: it allowed me to bring a fresh perspective while developing a completely new category.
What have you learned so far about the trade?
I’ve learned just how much seasonality drives the business. While the fundamentals of retail— understanding consumers, managing suppliers, and driving value—remain crucial, creativity, innovation, and strong relationships are equally important. Success in toys comes from balancing all of these elements and understanding how each product fits within the wider market.
You worked as a buyer for many years, how does that experience help on the supplier side?
Having been a buyer, I know exactly what retailers are looking for—and what they don’t want. I understand their pressures, how decisions are made, and what makes a range stand out. This insight allows us to create products and partnerships that are highly relevant, supportive, and valuable, ultimately strengthening relationships and driving sales for retailers.
smaller buying group events, and what stands out is the energy, collaboration, and creativity on display. These events aren’t just about showcasing products—they’re about understanding the market, building relationships, and seeing firsthand how the industry comes together. They’ve been invaluable in accelerating my understanding of the trade.
Looking to MV Sports’ core business, how is the outdoor toy market performing this year?
The outdoor toy market has faced its share of challenges in 2025, with a tough macroeconomic backdrop impacting consumer confidence. That said, the category continues to benefit from families wanting kids to spend more time outside, and good weather has helped reinforce that trend. What’s been particularly encouraging is the appetite for newness and innovation—fresh designs and features are really cutting through. While it’s a seasonal and competitive category, brands like MV Sports are well-positioned to take advantage of increased demand, and careful planning around timing and stock is key.
What’s your approach to licensing?
Licensing is about creating products that resonate emotionally and deliver real play value. We focus on selecting brands that appeal to our audience and differentiating through design, features, and experiences. It’s about more than just a logo—our goal is to create products that stand out, engage children, and provide value to retailers.
What’s surprised you most about the toy industry?
The level of passion and sense of community really stand out. People genuinely care about the products and the joy they bring. I’ve also been struck by the creativity that goes into everything—from product design to merchandising—and by how critical timing and seasonality are, especially around key moments like Christmas. Those quirks make the trade uniquely exciting.
Having been a buyer, I know exactly what retailers are looking for—and what they don’t want
built warehouse and not only despatch our products but also offer a 3PL solution for other manufacturers / retailers too.
We’re now in the thick of Q4, what are your expectations for the golden quarter and Christmas?
We’re entering the golden quarter with optimism. Success comes down to having the right products in the right place at the right time, supported by strong marketing. Our licensed and own-brand ranges are well-positioned to perform strongly. Christmas is a key moment, and for MV Sports it’s about delivering products that excite children, support retailers, and finish the year on a high note.
Can you share any hints about what we can expect from MV Sports at Toy Fair next year?
While I can’t reveal everything yet, expect fresh ranges, new licensed lines, and innovative features. We have a few surprises that we think will capture children’s imaginations and help retailers bring standout products to market. Toy Fair will be the perfect opportunity to showcase these innovations.
Trade events are very important to the toy trade. What has your experience with trade events been to date?
They’ve been a real highlight. I’ve attended international fairs as well as
How does being part of Tandem benefit MV?
Being part of the Tandem Group gives MV Sports access to expertise and resources across sourcing, supply chain, and marketing, while still retaining focus on our core category. The scale helps us be more agile, innovative, and competitive, while also ensuring we can deliver even more value to retailers and consumers without losing our creativity and passion. We have a huge purpose
Wilton Bradleys extensive range of outdoors toys covers everything from licensed ride-ons, to creative and sensory play spaces, and even unicorn-themed bumper cars for little ones to drive in safety and style.
Exclusive to the UK and catering to young explorers eager to embark on their own adventures, the brand-new Xootz Land Rover Defender Electric Ride On combines style with functionality, making it a must-have for the season. Officially licensed by Land Rover and designed with meticulous attention to detail, this ride-on brings the iconic Land Rover Defender experience to the next
From ride-ons to creative play, outdoor toys help get kids active and flex their imaginations away from screens and the constraints and rules of indoors. Here we take a look at a cross section of the outdoor toy market
safety being a top priority, The Defender
And
generation. The attention to detail doesn’t stop at the exterior. Kids can step into the driver’s seat with forward and reverse capability, functioning doors and an opening boot, adding a realistic touch to their adventures. With safety being a top priority, The Defender Electric Ride On is equipped with a secure safety belt to ensure that your little one rides in style and safety. And when the sun goes down
For the speed enthusiasts and budding racers, the Aprilia Motorbike Rideon is a dream come true. Capturing the essence of the legendary Aprilia racing heritage, this ride-on is designed to deliver not just the looks but the exhilaration of a real motorcycle adventure. With its realistic suspension, precision engineering and attention to detail, the Aprilia Motorbike Ride-on is an extraordinary addition to our lineup, designed to thrill and inspire the next generation of motorcycle enthusiasts. Also at the Show will be our brand-new Xootz Magical Unicorn Ride-on which is designed with the utmost care for safety and fun. The Unicorn boasts a host of magical features such as a light-up horn, creating an enchanting light that will delight young riders, plus a hairbrush and carrot accessories, encouraging interactive
sense of responsibility in young minds.
The fun appeal of Wilton Bradley’s Bumper car range continues to resonate with consumers. The company’s Big Bumper Car remains an evergreen favourite, as evidenced by engaging consumer videos on platforms like TikTok showcasing the sheer enjoyment they provide. And don’t miss the Xootz Unicorn Bumper Car with its adorable unicorn theme and child-friendly features, perfect for toddlers aged 18 months and older. Little ones can experience the joy of independent driving while staying safe and secure. The Unicorn Bumper Car stands out from the crowd with a vibrant, unicornthemed design featuring 3D ears, a light up horn and a fluffy tail.
Not forgetting the legendary Play Tray Activity Table, a blank canvas, ready for mini Picassos to make their mark. This versatile activity table is designed for children to be creative with messy play in a contained and portable tray. It’s sturdy, spacious, and practically begging for sensory and creative play. The activity table offers three different heights and grows with children. Thanks to the removable legs, this is an ideal product for saving space while the rubber feet on the bottom keep your floors protected - plus, unlike competitors’ products, this tray is designed to easily fit through standard doors, even when messy. Whether they’re sculpting sandy deserts or crafting underwater kingdoms, the possibilities are endless.
Bouncing into spring
One for Fun
0141 613 2525
sales@oneforfun.com
www.oneforfun.com
HGL and Tobar brands from One for Fun are known for their outdoor rang es. This year and for 2026 they are bouncing into spring/summer with their Hopper collection. Hoppers are bouncing back, Under the Tobar Classics range buyers can opt for a vintage classic. The Retro Space Hopper is the original orange hopper that everyone knows and loves. This seventies icon is as much fun now as it was then and is a 60cm hopper with a foot pump included suitable for ages six and up. Then we move into all things flashing with the Flashing Space Hopper. This 60cm junior size translucent Space Hopper has light up LED balls inside the hopper. As it bounces the motion triggers the LED balls to light up and flash. Suddenly there is a dazzling display of lights as it hops along. See and be seen
Highlights from HGL are the Inflated Rainbow Ball - these 12cm neon inflated rainbow soft play sports balls are available in a foot ball and a basketball design. Made from a soft but durable material they provide hours of active fun. With bright and attractive rainbow colours, they have a lightweight feel and an easy to grip surface, per fect for use outdoors or in.
The HGL foam gliders are available in two bright colours and sizes, the large foam glider is perfect for the park or the beach, easy to assemble and the perfect pocket money price along with a standard sized glider. Durable and fun, these light weight gliders will provide hours of entertainment for kids, adults and even dogs!
Other hits include the Light Up Hula Skipper, designed to wear you out whilst standing in one place! And, when everyone is suitably exhausted, bring out the Playground Chalk. Designed to unleash outdoor creativity, these 12 vibrant chalks are great fun for budding artists.
Outdoor kicks
Take the fun outdoors with Ollyball and Character Options’ hugely popular Stay Active category, which offers activities and toys that can be enjoyed by all the family.
KickerBall remains top of the league for football fanatics. This football like no other has special panels that channel air in ways your standard football can’t. Made with revolutionary aerodynamic materials, football freestylers can learn to swerve, bend and curve this ball with ease. Kids can learn three epic trick shots with KickerBall. Kick the side of the ball from the left to swerve right. Kick the side of the ball from the right to curve it to the left. Strike the centre using the right kicking power to bend it.
An out-of-this-world toy comes in the form of Moon Shoes, the original and iconic mini trampolines for your feet. With Moon Shoes, kids can have incredible fun as they jump with anti-gravity effects, while developing their balance and coordination skills. Made of quality, high-density plastic, with adjustable Velcro® nylon closure straps, Moon Shoes feature a self-centring shoe platform and a non-skid grip surface for sure-footed, high-bouncing thrills!
Plus, there’s Ollyball - the ultimate 12-inch play ball that can be used both outdoors and inside. It won a Toy of the Year in the US, thanks to its patented KrunchCOR construction, which means it absorbs the impact from full-speed play, so kids can hit it and kick it hard without risk of broken windows, marked walls, or nasty bruises! What’s more, the outside cover of this reinflatable ball can be coloured in to personalise it, with any coloured pen, marker or crayon!
01620 674 778
Smoby Life is the modern face of Simba Smoby’s outdoor products, offering the same great quality and aesthetic the company is renowned for, while also giving families a greener choice, with each item made in large part from high-quality recycled materials. The bestseller in the range is the Nature House + Kitchen. The line, which is made from 57 per cent recycled plastic, has featured consistently in Circana’s Top 50 Items in the Toy Industry in 2025. Not only does this playhouse look great, in a new trend-led colour palette, but it’s also easy to clean and resistant to outdoor conditions. It features a bright, fun design and cute shuttered windows.
On The Wild Side
Suzie
There’s new plush on the block from The Puppet Company with Jumbo Friends
With six animals to choose from, our young Toy Testers picked from the range, a Giraffe, Tiger and Elephant. There is also a Gorilla, Red Panda and Lion that makes up the collection, and these oversized puppets have been designed in collaboration with global conservation charity, the Zoological Society of London (ZSL).
faces are very expressive. First and foremost, it’s about safety and quality. You can see from the materials used and the detailing just how well made these puppets are.
“The puppets are just so velvety soft, more so than other plush'
Mum: Suzie Child: Bonnie (3)
Mum Suzie said:
Maggie (1), Bonnie (3), Mum Suzie
“Wow, the quality, detail and sheer size of these is incredible! We've had lots of fun this morning.
Suzie continued: The puppets are just so velvety soft, more so than other plush. They have a unique feel to them. You actually just want to pick them up and hold them", adding: Their
“Right from the first hug, Bonnie and Maggie adored them. Bonnie was quick to put on a Puppet Show and soon had a makeshift theatre with the furniture. She’s very much the adventurer and had great fun making up stories and creating little scenes for her sister who was in giggles when Bonnie was popping up the puppets playing hide and seek as part of her made up stories. They also both found it hilarious when one of the puppets stuck his tongue out at me and we all said: “Naughty Tiger”.
"Maggie was really was fascinated. I think she was a little in awe as to what they are. They seemed larger than life, and through her eyes, they were just so magical.”
Mum explained: “Bonnie could easily move her hands inside the puppets and it was also simple for her to use the puppet mouths. Given both girl’s
reactions, I will definitely be adding at least the Giraffe to the gang for Christmas. These would also make a lovely set to give as a bigger present. You would be hard pressed just to pick one.”
Suzie summarised: “What makes these animal puppets really unique, is that they really do have that 'WOW' factor, over other plush. Both kids really wanted to interact with them and the puppets really do add that extra element to playtime as both girls got to fully connect and lead with their imaginations.”
Mum: Jenny Child: Lola (3)
Lola (3), Mum Jenny Mum Jenny said: There is so much fun potential with these puppets. Lola’s a pretty lively character with a lot of curiosity and it was great to see her be creative with the
independent helped that the puppet reenacted some of the things with her as she doesn’t always want my input and insists on doing it herself rather than get my help. This can sometimes make her frustrated. Using the puppet, It was a great way to still be able to help her when she needed it. This included when she wanted to get something down and also when she was trying to take apart another toy."
Jenny
“Right from the first hug, Bonnie and adoredMaggiethem"
Jenny added: “Lola wanted to take the Giraffe to bed and we included the puppet when I was reading to her from her favourite storybook. This added a nice element and again, I can see us using this puppet to help with other teaching skills in certain situations to build her confidence when needed and this proved very effective for making situations and general tasks more enjoyable as well as building trust. It was like having a 3rd person in the room, a buddy that she could relate to in a special way and tap into her imaginary world.”
Jenny
“There is so much fun potential with these puppets "
Talking retail
John Bentley, HowleysToymaster
Four branches across Dorset and Devon
Have you completed your Christmas buying yet - and what are you looking to add before the Golden Quarter kicks off in earnest?
This month our retailers talk about final Christmas ordering, back-to-school
sales and social media
No, we haven’t. We have our range plan in place but there are definitely a few gaps we need to fill. The Toymaster regional meeting at Coventry will be a full-on event for us, making sure that all the Christmas catalogue lines are on order, plus making the most of those opportunist buys which play such an important part in our overall margin mix. We still have a few new suppliers to look at, and there’s certainly room for new products within existing ranges. This is obviously a crucial time in the buying year and with the current economic climate, it’s important not to make mistakes - but at the same time, back the winners and have the courage in your convictions.
Which social platforms do you use to promote your business, and how do you most often use them?
We are very active on Facebook and Instagram. Primarily we promote products, but when we have an event such as a Lego ‘Make and Take’ or a Plus-Plus demo, then we obviously
promote these hard. We use our own photos and content almost exclusively. How was trading for you over the summer/back-to-school season - and did the hot weather impact business?
We had an excellent summer with our two stores on the south coast at Weymouth and Paignton. The weather played a massive part in their success. But at the same time, our stores in Dorchester and Bridport - which are both market towns - enjoyed great visitor numbers, and the excellent weather had to be a factor.
We were fortunate that there were several ‘must-haves’ to get behind: namely Pokémon, Jigglets, Taba, NeeDoh, Sylvanian Blind Bags, Lego F1 mini vehicles, and anything Capybara.
These are mainly low-price points, so we had to sell a lot to do the numbers we were looking for. But add in strong outdoor sales driven by the weather, and our overall performance was very pleasing.
Matthew
Crawford,
After Noah
Islington, London
Have you completed your Christmas buying yetand what are you looking to add before the Golden Quarter kicks off in earnest?
Yes, buying was mostly completed for Christmas in January and February this year. But we’re nimble enough to be reactive, and our budget is flexible enough to purchase on a just-in-time basis if particular items do well.
If you would like to take part in Talking Retail, we’d love to hear from you. Please
Dan Lovett
TheToy Box Beccles, Suffolk
Have you completed your Christmas buying yetand what are you looking to add before the Golden Quarter kicks off in earnest?
Christmas buying at the shop has started: the cards and advent calendars are already on the shelves. But there’s still more to be done - and we have a Toymaster meeting in a couple of weeks.
Which social platforms do you use to promote your business, and how do you most often use them?
Social media-wise, we use Facebook and Instagram (and we keep thinking about TikTok). It certainly is a great tool to have, and helps to sell our stock. But it does take a lot of time.
We try to post daily with pictures of deliveries, new products, and details of local clubs and events such as the Beccles Soapbox Derby, which we organise along with Beccles Town Council.
This is our second year of being involved in the race. Last year’s was a test which saw 6.5k people attend. As we speak, this year’s event is on September 28 and will see competitors tackling ramps and a chicane, with the bonus of a big screen in the town centre.
How was trading for you over the summer/ back-to-school season - and did the hot weather impact business?
Summer holidays are now over and it's certainly been a good one. However, some lines haven't been as good as other years, like Swingball and paddling pools for example.
A lot of this year's sales have been across the shop floor, with an increase in board games which is good to see; families spending more time together.
Which social platforms do you use to promote your business, and how do you most often use them?
We use instagram @afternoahhome and post daily about all things After Noah-related. How was trading for you over the summer/ back-to-school season - and did the hot weather impact business, either positively or negatively?
It was excellent - the best summer ever!
Carl Knapp, Bury Lane Farm Shop
Royston, Hertfordshire
Have you completed your Christmas buying yet - and what are you looking to add before the Golden Quarter kicks off in earnest?
The focus on Christmas buying so far has been on those suppliers that need pre-orders, so I still have a lot of buying for toys and playthings. In the coming season, I will be ordering from current suppliers that make great gifts that are not overly Christmas packaged, such as Orange Tree's farmyard and garden ranges, Quay construction kits, House of Marbles books, Recent Toys puzzles, Clockwork Soldier model kits, Hape Baby Einstein and Toynamics Bath, Infant and Puzzle range, and a variety of plush.
Then, I’ll be focusing on stocking fillers from House of Marbles, Rachel Ellen Designs, The Puppet Company, and Royal County Products’ tractors. And not forgetting adult puzzles from Lagoon, University Games, and Cheatwell Games.
Focusing on great gifts that work all-year-round has worked for the past few years, enabling me to be a bit bolder with ordering - with the safeguard of being able to continue to sell after Christmas. Having great relationships with reps and agents who visit us means we can have really good honest conversations about what we think will work or not.
Which social platforms do you use to promote your business, and how do you most often use them?
Karen Dorn
The Forgotten Toy Shop
Edwalton, Nottingham
Have you completed your Christmas buying yetand what are you looking to add before the Golden Quarter kicks off in earnest?
I haven’t quite completed my Christmas buying yet, as it’s been a fairly quiet time over the last few months and funds have been a little tight. That said, I’ve made a good start, and I’m looking forward to picking up the last few key items before the Golden Quarter kicks off in earnest. Which social platforms do you use to promote your business, and how do you most often use them?
I currently have accounts on Facebook, Instagram, and TikTok, but I don’t use them as much as I should. It’s definitely an area I’m planning to look into more, with the aim of learning how to use these platforms more effectively to share content and engage with my audience.
How was trading for you over the summer/ back-to-school season - and did the hot weather impact business, either positively or negatively?
Trading over the summer and back-to-school season has been quite quiet for me, as it usually is, but this year seemed noticeably quieter than normal. I think the hot weather may have played a part, with families spending more time out and about rather than shopping
We use a variety of social media platforms daily including Facebook, Instagram, and our own website to communicate with customers. We get great interaction when we tell stories and share events, but still find it useful to do photos of products. We generally use our own photo and video content, but love it when people tag us into their posts.
It's been a good tool for connecting with suppliers too, who will private message us once they’ve seen what we do. And, of course, it's a great way of telling customers when the latest Jellycat has arrived - and 45 minutes later has sold out!
How was trading for you over the summer/back-toschool season - and did the hot weather impact business?
Summer trading was great for those that stayed around, as customer spend was up - we just had a shortage of footfall. It felt like a lot of people made the most of the glorious UK summer weather and went on holiday. Initial early signs since the schools have returned are positive,
Andrew Garthwaite Rexys Reviews
Dunston, Gateshead
Have you completed your Christmas buying yet - and what are you looking to add before the Golden Quarter kicks off in earnest?
This year has been a tricky one for us regarding stock and purchasing, because we’ve just completed a total relocation and expansion of our shop and visitor experience (from South Shields to Dunston), so we’ve held off until now to order new stock.
With the release of ‘Jurassic World Rebirth’ this summer, our Christmas is definitely going to be filled with licensed toys and merchandise for the film, as well as the new ‘The Land Before Time’ Funko pop figures: we can’t wait for them!
Which social platforms do you use to promote your business, and how do you most often use them?
Our main platforms are Facebook and Instagram, with TikTok and X taking a backseat. We try our best to give our followers a balanced feed of product information and sales but also a healthy dose of personal engagement, allowing them to join us on our journey as passionate fans rather than just salespeople.
I think it’s vital to engage with your followers to keep them interested (especially since we’re such a niche specialist of dinosaur-related stock). If all they ever see are ‘buy me, buy me’ posts, they’ll quickly lose interest and look for their media fix elsewhere.
Because let’s face it: we’ve all been there at 11pm, doomscrolling on our phones, longing for something exciting to jump out at us. Figuratively, of course - nobody wants a dinosaur leaping out of the closet in the middle of the night!
How was trading for you over the summer/back-to-school season - and did the hot weather impact business?
We found this summer’s sales, when we were located in the seaside town of South Shields, were quite slow compared with previous years.
Talking retail
Lisa OwnerDyson, Games
Crusade
Harrogate and Ilkley, North and West Yorkshire
Have you completed your Christmas buying yet - and what are you looking to add before the Golden Quarter kicks off in earnest?
While we’ve not completed our Christmas buying yet, we are definitely on with it. We buy all-year-round, so in some cases it’s just increasing the quantities for Q4, whereas some lines that we’ve seen earlier in the year don't release until Q4.
We always stock advent calendars, ranging from Lego and escape rooms to jigsaw-themed ones. We have a lot of customers where it’s become a tradition to pick up their advent calendar each year from us.
Party games are very popular in the run-up to Christmas, as many families only play games in the holiday season. Luckily for us we specialise in games, so we always have options for these customers, along with options for the more serious board gamers.
Stocking fillers are also a must-have in the run-up to Christmas and we try to utilise our till area to have those impulse purchases. Harrogate has a Christmas market on for three weeks in the run-up to Christmas, and this brings a lot of visitors to the area who are in the mood for Christmas shopping - and is a great opportunity for us to increase our customer base. Which social platforms do you use to promote your business, and how do you most often use them?
We’ve used Facebook and Instagram for many years and find that our followers are generally fairly local. So this means that when we post about new products, we often see direct sales as a result of the post. We try to mix posts with videos, photos, and links to our website to encourage click-and-collect, which works really well.
We recently started using TikTok to add to our social media awareness and we post regularly on there too. This is a much slower process, as we’re starting from scratch, and building a following takes time. We will monitor its progress in the New Year but ideally we would like to have 1,000 followers, so we can include our website as a link on the platform. How was trading for you over the summer/ back-to-school season - and did the hot weather impact business?
We had a fantastic summer in both shops in Harrogate and Ilkley despite the extreme weather on occasions. In August, Harrogate town centre hosted a Lego Trail organised by the Harrogate BID and supported by Plus-Plus, which brought lots of visitors to the town. The Trail was free to participate in and each business involved had an amazing Lego model in their window for the duration. At the end of the Trail, visitors came to our shop and received a mini Plus-Plus bag to take away. This increased footfall to our shop - and also increased sales of Lego and Plus-Plus - which was great. While Ilkley didn't have the same event, it still enjoyed a busy summer. And now the children are back to school, the birthday party season has started. We’re now hoping that the last quarter of the year continues to be busy, and that the Christmas period is successful.
Sally Wilde, Owner Planet Sal
Honiton, Devon
Have you completed your Christmas buying yet - and what are you looking to add before the Golden Quarter kicks off in earnest?
I’m about halfway through at the moment! I’m just back from a really enjoyable Autumn Fair. I sell a lot of children’s books, and saw a great selection on the House of Marbles stand, so I will be getting these in asap. As always, its stand was full of brilliant stocking fillers, so I will add some of these on for the early Christmas shoppers.
Gift Republic was at the show too. I sold loads of its Tumbling Turds and mini games-in-a-box in 2024, so these went straight on the order form. I really like its packaging, so it was a large order across the board. I will also be getting in the family games from Talking Tables next week. And a new company for me, Pikkii, had a brilliant Egg Game which I will be getting in soon, along with its Paper Cats and Dogs kits.
Peter Allinson WhirligigToys
Six branches across Sussex and Kent
Have you completed your Christmas buying yet - and what are you looking to add before the Golden Quarter kicks off in earnest?
We’ve been putting ideas together all year and cemented some of them at Autumn Fair. We are staying true to our philosophy of ‘make and do’ and adding some excellent new lines from Left-Field Toys, which has a great range of magnetic products.
As always, it’s finding the balance between the big gift items and the stocking fillers. We’ve added some lovely badges from Pawprint Design, and a great range of family games from Big Potato Games and Gift Republic.
We tend to buy throughout the season, spotting what goes well. It risks some companies running out of things, but it keeps us fresh. As usual, we have more product we like than there is room for in the shops, so something will have to give!
Which social platforms do you use to promote your business, and when do you most often use them?
Like many of us, we suffer from ‘social media guilt’! We tend to post sporadically through the year, with Facebook appearing to be our most popular platform. However, younger members of my team are dragging me into the new millennium, and we are exploring other channels as well.
We like to select our key items for Christmas early on, and then plan video content to put out across the season. Who knows if it has an impact?
But it’s always fun to see what chimes with the public, and we have fun making the content.
How was trading for you over the summer/back-to-school season - and did the hot weather impact business?
Summer was lovely and the good weather certainly helped to bring people out who were in a good mood! We saw people wanting to come in and have a look around, but also lots of very small purchases rather than bigger items, as people managed their money across the long break.
It did get ‘too hot’ for a little bit (there’s always an excuse!) but generally, we think it’s a great time to engage with our customers before they have to think about where to shop for Christmas.
Who will blink first?
Do brands, the really big ones, matter? Have a think about how many times you are exposed to brands and just how brand-aware you are. A quick glance down at somebody’s trainers (Nike, Adidas, On - and on and on, as it were) tells all we need to know about who belongs to which tribe. Ask the wearers why they matter and why they have chosen a particular label and you may struggle to get a solid understanding. What is clear, however, is that for an awful of us, brands are important. We segment people according to what they wear and brands are about making this more straightforward and helping to identify like-minded spirits.
The same, of course, is true of toys. There may be also-ran close(ish) imitations of, say, a Hasbro Transformers toy, but they are readily spotted and will probably be summarily rejected by recipients as not being the ‘real thing’. The point perhaps is not that there aren’t toys that serve a similar function, but that when a comparison is made by peers, having the right thing is vital: once more it’s a matter of belonging… and having the means to do so.
Now consider what is an important part of owning a shop selling toys. How much of what you stock would you like to be recognisably branded? As we head inexorably towards the most important part of the year, for any toyshop proprietor, a choice has to be made between brands and unbranded items.
The differentiator is normally price, although there are some articles that are the default proposition when it comes to a specific play category (Lego springs immediately to mind). But for the most part, the belief that you will pay more for a brand is a stone cold certainty.
Brand owners will, of course, tell you that they have installed inherent value in one of their toys owing both to supply shortage (a best-seller is always a best-seller) and, as a result, desirability. Again, this may be true, but one thing’s for sure, the margin on unbranded toys will be higher, simply because you, the shopkeeper, can decide at what price you want something to sell.
When it comes to brands, the price is pretty much set by the brandowners who have little truck with different prices in different locations (in the same country). It also means the seller can happily predict what kind of profit they are likely to be looking at when an in-demand toy is released onto the market during the peak selling period.
The same is true of the toyshop. Margins may be slimmer on branded items, but if it means a shop cleaned out ahead of the postChristmas sale, then perhaps it’s worth it. As the retail maxim has it:
‘It’s better to be crying out for stock, than crying over it.”
But hang on a moment! Surely your skills as a buyer will suffice to ensure that you can select brand-free items that will be in vogue and you will reap the benefits. Well, possibly, but probably not. Again, the catalogue of retail dreams will tell you that at the beginning of any season the number of items that will be sold in a shop can be absolutely predicted, it’s just that the price they’ll be sold at may prove to be flexible…
So should you be attending brand fairs, buying brands and biting the lower margin bullet? The answer is yes. The chances are good that if you know a brand, so will others and that means more certainly about the eventual outcome.
Yet again, the real question is how much is enough? That is a matter of experience and judgement and in any particular year, a visit to an occasion such as Brand Licensing Europe should help to harden your views on what is the right thing to do.
There are a few caveats. The big brands will always assure you that there will be shortage and this should be dismissed, even if true, as being stampeded into making a buy is rarely a good thing. Equally, the biggest stands at an exhibition may not be the best to buy from, it’s just a case of more marketing budget being (made) available when a toy or game is deemed to be worth it. And the final watch-out is don’t follow the crowd.
Anybody who has watched a fake perfume vendor on Oxford Street will be aware that half of the crowd surrounding a shouty vendor are as fake as the scents. This is not the case with the big brands, but a large number of people attending a specific stand does not mean it is the best and your job is to sort branded wheat from chaff.
The peak period for toyshops is a very short one, and you need to maximise your chances. You will definitely need a branded presence in your store(s) but just be aware of the amount of knowledge about what works and what doesn’t that you carry around with you – don’t rely on everybody else. Know yourself, understand your customer and work accordingly. The branded-to-unbranded balance will make itself apparent. Just don’t be rushed, that is always a mistake.
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.
Bigbrands bringbundles ofvalueto shelves,but arethey alwaysworth it?JohnRyan saysthat retailers’ experience and relationships with customersare justas importantasa must-have license
Go with the grain
Liz
Ireland,
Founder
and
Managing Director of Bigjigs
Toys, shares insight into the enduring appeal of wooden toys, balancing modern and traditional design, and why parents love them
What is central to the enduring appeal of wooden toys?
Wooden toys have a timeless quality. They invite children to play in openended, imaginative ways that have stood the test of time across generations. Parents and grandparents recognise them from their own childhoods, which adds
Liz Ireland
Bigjigs Toys
sales@bigjigstoys.com www.bigjigstoys.co.uk
Little builders will love playing and learning with the Wooden Hammer Bench from Bigjigs Toys. The Hammer Bench is designed with stylish colours and includes a hammer with curved edges so kids can enjoy a safe and engaging playtime. This charming toy features five pegs to hammer, flip and repeat, helping children to develop their hand-eye coordination and problem-solving skills. Crafted from high-quality and ethically sourced FSC-certified wood, and coated with child-friendly paints, it’s a durable classic that invites toddlers to explore, experiment, and delight in every tap.
“Wooden toys need to be fun and engaging for children, but we know parents also want items that look beautiful in the home”
Liz Ireland, MD, Bigjigs Toys
a layer of nostalgia, while children are naturally drawn to their tactile, durable feel. The simplicity of wooden toys gives children the freedom to create their own stories, making them endlessly versatile.
How significant is the sustainability of wooden toys - or their perceived ecofriendliness - to their appeal?
Sustainability is certainly a key factor. Wooden toys are widely perceived as a more eco-conscious choice, especially when made from responsibly sourced materials. At Bigjigs Toys, we take care to ensure that our wooden toys are crafted with high quality and sustainably sourced, FSC Certified wood to ensure our products are safe for children and kinder to the planet. The quality of the wood is equally as important; these toys need to stand the test of time so that they can be enjoyed for years to come. Parents are increasingly aware of the environmental impact of their purchases, so the fact that wooden toys feel like a more sustainable investment definitely adds to their appeal.
Wooden toys are often seen as aesthetically pleasing for parents as much as kids. Is this something you consider when designing and marketing new lines?
Wooden toys need to be fun and engaging for children, but we know parents also want items that look beautiful in the home. Our designs balance vibrant, child-friendly colours with a natural, classic charm that appeals to adults. This dual appeal means our toys not only provide hours of play but also sit happily on a shelf or in a nursery as part of a family’s everyday environment. Our Simply Scandi range reflects this, with many of our wooden toys featuring light colours and charming animal designs to appeal to both kids and their parents.
What is the core age group for wooden toys - and why do they work so well for this age group?
Wooden toys really shine in the early years. The core age group lies between twelve months and three years old, but wooden toys can be enjoyed further along the line in the form of board games and other educational toys. In this key stage, children benefit from toys that encourage hands-on, sensory exploration and support the development of motor skills, coordination, and problem-solving. Wooden toys are built for this kind of play. They’re sturdy enough to withstand enthusiastic handling, safe for little hands, and simple enough to encourage skillbuilding without overwhelming children.
How do your wooden toys combine traditional play patterns associated with the category, while appealing to modern kids and parents?
We respect the heritage of wooden toys by keeping classic play at the heart of our designs, crafting traditional stacking, building and sorting toys for example, but we also adapt to reflect modern families’ needs. This means adding fresh themes and contemporary play patterns and colours, while ensuring our products are safe, sustainable, and high-quality. By blending tradition with innovation, our wooden toys feel reassuringly familiar yet exciting and relevant to today’s children and parents alike.
In a digital-first world, where screens often dominate children’s free time, wooden toys provide an essential alternative. Encouraging hands-on interaction, free play, and child-led creativity, the tickit wooden range invites young learners to build, sort, stack, and imagine without limitations. The sensory richness of wooden toys - their texture, weight, and feel - offers a grounding, real-world experience that is as beneficial at home as it is in the classroom.
The tickit wooden collection features versatile and creative toys designed to encourage exploration-led learning. Highlights include the award-winning Woodland Trail Treehouse, which can be accessorised with small world playsets such as the Wooden Enchanted Figures and Seasonal Gem Trees. Viewers, mirrors and magnifiers from their signature Easy Hold range make fascinating toys for little ones. Rainbow Wooden Loose Part sets offer openended opportunities for children to explore, to develop key skills such as dexterity, problem-solving, and early STEM discovery.
With more than 100 FSC-certified wooden product lines now
Talk of the town
JURATOYS
020 8878 2133
sales@juratoys.co.uk
available for distribution, Commotion has reached a milestone that underscores its ongoing commitment to ethical sourcing and responsible practice. At a time when consumers are more conscious than ever about the environmental impact of their purchases, the FSC seal provides clear reassurance. It also resonates strongly with parents and educators, where the origins, longevity, and value of products are crucial factors.
As with all tickit resources, durability is at the heart of the design process. These toys are created to withstand years of active use, making them both practical and long-lasting. Retail prices reflect a balance of accessibility and value, reassuring parents and educators that these resources are a worthwhile, lasting investment.
For retailers, Commotion’s wooden toy range presents a compelling opportunity. Backed by strong environmental credentials, reliable worldwide stock availability, and clear educational purpose, the tickit wooden line gives stores the chance to meet rising demand for sustainable play.
The perfect accompaniment to the Janod Cross Roads Playmat is the set of 36 solid wood blocks for children aged two-plus to build their own little town. With a total of 36 solid wood elements, this building set contains: 25 cubes to assemble houses and buildings, five decorative elements to give the surroundings even more depth, and six characters and animals.
This set of city cubes and figures is part of the Cross Roads collection, a series of playmats with circuits, made even more fun when complemented by our assortments of cubes and small wooden vehicles. This set is particularly suited to the City playmat, but can also be combined with other mats in the Cross Roads range. It’s made from FSCcertified wood from sustainably managed forests. Also in the range is a collection of wooden vehicles, including Wooden Taxi, Wooden Family Car, Wooden Police Car, Wooden Food Truck, and many more. Each vehicle has been specially designed for little hands, who can easily hold it by the top to make it roll. The vehicles are perfect for inventing stories and developing imagination!
Preschool favourites
RAINBOW DESIGNS
01329 227300 www.rainbowdesigns.co.uk
Rainbow Designs continues to bring joy and inspiration to preschoolers with its popular portfolio of wooden toys, featuring some of the most cherished classic characters from children’s storybooks.
Taking centre stage this autumn is the eagerly awaited reimagined Bing preschool toy range, adapted from Ted Dewan’s bestselling books and popular TV series. Rainbow’s new range brings meaningful Bing moments to life with a line of beautifully designed wooden toys tailored specifically for toddlers. Focusing on Bing and his friends, Flop and Sula, these new lines offer thoughtful developmental features, designed not only to entertain adevelopment.
An inspired new addition is the Bing Wooden Busy Board, packed with interactive features such as cogs to turn, beads to slide, and peekaboo doors to open, all helping to support fine motor skills and problem-solving play. The new Bing Wooden Shape Puzzle and Bing Multi Layer Wooden Shape Puzzle also provide layers of discovery, encouraging exploration, matching, and early learning.
DON’T MISS…
Get involved with TNP Toy Testers BANGIN!
Putting toys in the hands of those they are made for!
There is no greater judge than a kid or parent and with every Toy Tester article we publish, it gives the retailer a real insight into your product and just how good it is.
It’s highly visual and really impacts around your branded campaigns.
We are now taking bookings for 2026, and if you would like to look at booking one in, or for more information on how we can maximise your products in this way, do get in touch.
