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Editor’s Letter

What’s New

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Chairman 2EREKMRK )MVIGXSV Malcolm Naish

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Managing Director 2IHME EPIW 2EREKIV Mark Naish

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8MQ 2YVVE] Claire Naish XMQ%PIQETYFPMWLMRK GS YO claire@tnpmedia.co.uk 01442 289937

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RESQM%PIQETYFPMWLMRK GS YO Rhys Thomas rhys@lemapublishing.co.uk 07902 396525 7IXEMP *HMXSV (PEVI 8YVRIV GPEVI%PIQETYFPMWLMRK GS YO Section Editor Clare Turner clare@lemapublishing.co.uk 5VSHYGXMSR )MVIGXSV 01442 289941 5EYP 3EMWL TEYP%PIQETYFPMWLMRK GS YO

Contributing Editor Rachel Redhead (MVGYPEXMSR 2EREKIV 7SFIVX 8LSQEW VSFIVX%PIQETYFPMWLMRK GS YO

Production Director Paul Naish paul@lemapublishing.co.uk 01442 289933

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Special Report

45 2IHME RI[W 8 years of Toys n Playthings JVSQ 8: SRPMRI ERH QSVI A look back from founder and Malcolm Naish Chairman, 1MGIRWMRK 3I[W 16

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Character Licensing

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Retail Interviews

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The Insights Family

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Rhys Thomas

Editor’s

letter At the heart of retail Also by Lema Publishing

TableWare INTERNATIONAL

AWARDS OF EXCELLENCE

orty five years ago, the very first issue of Toys produced at the factory, from concept to store shelf – a n Playthings rolled off the presses and out to growing rarity today. The company is embarking on readers. More than 600 regular issues and an ambitious growth plan to double its manufacturing supplements have been printed in the years since, output, broaden its licensed offering, and push into new covering the rise and fall of toy giants, the careers categories over the next two years. You can read my full of the industry’s innovators, and connecting buyers, report on page 36. suppliers, designers and licensors across the UK Zimpli Toys is our cover star this month, and we and beyond. caught up with Marketing Manager Obi Enyi to learn Malcolm Naish, our founder and Chairman, what’s new. pulled the first issue of Toys n Playthings together “This year has been another busy one for Zimpli Kids, through sheer force of will, writing the content, with continued growth across our ranges and plenty selling the advertising, and overseeing its happening behind the scenes as we prepare for the next production. That would be an stage of the business,” she told us. “Next impressive achievement today year is shaping up to be a huge year for Malcom and with all the conveniences of us. We have loads of new projects in the rest of us digital publishing – it was a titanic development as we expand the range, here at TnP are feat in the early 1980s. grow the business and continue looking “In those early years, technology rightly proud to for new opportunities across retail and wasn’t what it is today. We had to international markets. continue serving carefully plan maximum use of “We’ve been working on some really the toy trade, and exciting things behind the scenes, colour pagination, and the whole look forward to process of putting a magazine including new concepts and products to bed was far more timethat bring fresh experiences to the continuing for consuming,” he recalls. category. We can’t reveal everything just many years to Malcom and the rest of us here yet, but there’s plenty to look forward to.” come at TnP are rightly proud to continue Read the full story on page 16. serving the toy trade, and look As the industry heads into the allforward to continuing for many important Golden Quarte, the TnP team years to come. Do read his full are also gearing up for the busiest letter on page 8. production months of the year. With our On a personal note, that means I’ve played a November, December and January issues all printing small role in the magazine for a third of its lifespan, before Christmas, a quick reminder of our editorial joining in 2012 as a fresh-faced journalist straight deadlines for the remainder of the year. While we out of university. The very first toy company I ever are usually happy to extend these to accommodate covered was Bigjigs Toys for a piece on the hot new embargoes and working around previews and events, thing, social media, and how companies could use we must adhere to these during these busy months: the #technology to reach consumers and #promote November issue: 12 October their #toys. Hashtags were at their peak. I’m pleased December issue: 10 November to see Bigjigs is still a regular in our pages and have January issue: 2 December grown enormously in the years since. If you’re exhibiting at one of the many toy fairs in Looking to the future, I had the pleasure to visit January and February, do get in touch with Claire to Cobi Toys’ impressive manufacturing facility in discuss our commercial opportunities: Poland last month. Every part of every Cobi set is clairenaish@lemapublishing.co.uk.

toys n playthings

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@toysnplaythings

toy 'n' playthings

WHAT’S N WH Rule the realm ASMODEE 01420 593593 info@asmodee.co.uk asmodee.co.uk

Players vie for control of the city in Citadels Duel, a strategy and deduction game for two players. Sway the council, build new districts, and utilize unique character powers to stay one step ahead of your opponent. Launching 23 October, Citadels Duel is a two-player version of the award-winning game of intrigue and deduction, Citadels. Fresh artwork brings a modern fantasy flavour, adding colour, depth and emotion. Citadels Duel joins recent releases including Gunsen: The Battle for Toshi Ranbo, which sees players draft

powerful orders, recruit legendary samurai and build their clan’s military might as they race to seize control and achieve seven victory objectives across a dynamic battlefield. Azul Kids: My Mosaic Workshop is the first Azul game for kids and sees them collect pieces from the bowls and place them on their board. The winner is the first player to complete their mosaic!

Pop stars SANTORO

020 8781 1104 | sales@santoro-london.com | santorotrade.com Following much anticipation from retailers and customers alike, Santoro’s latest Pop & Builds are now available to stock. Expanding the award-winning collection beyond its original countdown format, the new designs combine hands-on construction and screen-free play with imaginative and educational experiences. Land of the Dinosaurs takes children on a prehistoric adventure, combining creative construction with educational discovery in a pop, build, and learn activity. As they build their colourful 3D dinosaur world, young palaeontologists can discover more about the creatures that once roamed the Earth through built-in fun facts and swinging pieces, before using the completed scene for an imaginative, digital-free play experience. Solar System is an out-of-this-world journey, with children able to pop, build, and learn as they construct a 3D model of the cosmos. Alongside building the space-themed scene, they can discover fascinating facts about our cosmic neighbourhood and even spin the structure around for a true galactic experience. The design recently secured another consecutive gold medal at this year’s Independent Toy Awards in the Educational category. Also joining the range is the updated Night Before Christmas, reimagining the much-loved festive countdown in the new Pop & Build format. The 3-in-1 festive scene combines a 25-day countdown with building and interactive play, creating a fun activity for the run-up to Christmas that children and adults alike can enjoy together!

NEW Deep dive MAGNA-TILES sales@wowstuff.com (UK dist.) magnatiles.com Magna-Tiles is introducing its Christmas collection, including its hugely popular Advent Calendar alongside the action-packed new Rail Racers Max. Joining them are a selection of adventure-filled favourites, from underwater worlds and lighthouse rescues to campsites and treehouses. Undersea Adventure invites kids to imagine life beneath the waves as they build a multi-level underwater world. Using an XL baseplate, quarter domes and quarter arcs, little builders can create bubble-like observation pods and tunnels for their divers and sea creatures to explore. Trapdoor squares and sensory tiles add motion and fidget-friendly fun, while decorative tiles featuring ocean waves, jellyfish, starfish, clownfish and angelfish bring the reef to life. With two diver figures and friendly creatures including a dolphin, shark, sea turtle and octopus with softtouch tentacles, the set helps young explorers build on their curiosity about the ocean one adventure at a time.

Screen-free

Christmas PIKKII 0204 574 2234 | trade@pikkii.com pikkii.com Pikkii’s latest addition to its Fun Things To Do With range is designed to provide children with plenty of inspiration when school is out this Christmas and the inevitable ‘I’m bored!’ arrives. Packed with 100 screenfree activities, the cards offer a mix of solo play, missions, challenges, group activities and family games. Each card includes space for children to tick off completed activities and add a simple fun rating, encouraging them to keep playing and see how many challenges they can complete over the holid ays. The compact format also makes the prod uct particularly suited to gifting and impulse purchases. A handy carabiner allows the cards to be clipped onto a rucks ack, suitcase or seat pocket, making them easy to take on famil y days out, journeys and holidays as well as use at home. For retailers, the product offers an accessibl e gift option that can sit comfortably within Christmas giftin g, stocking-filler and travel displays. Its emphasis on screen-fre e entertainment also gives parents a clear reason to purchase , while the variety of activities provides plenty of perceived play value. Pikkii’s broader Fun Things To Do With rang e includes products designed around creative and imag inative challenges, including Fun Things To Do With a Box, whic h features 100 activities centred around building, crafting and transforming cardboard boxes.

Deceit and delight

TOMY

01392 281927 | ukcustomerservices@tomy.com | tomy.com Tomy brings the hugely popular The Traitors franchise to game shelves this quarter, designed to recreate the strategy, suspense and social deduction of the hit television format. Following Tomy’s long-term licensing agreement with The Traitors rights holder All3Media International, the games portfolio started rolling out across multiple territories back in August, with further international expansion planned for next year. Leading the A/W 2026 range is the refreshed UK edition of The Traitors Board Game, featuring six brand-new missions. Players must use strategy, bluffing and deduction to uncover the hidden Traitor, complete missions and ultimately claim victory. Joining it is One Night of The Traitors - Castle of Lies, a fastpaced standalone game designed to deliver an entire evening of plotting, missions and dramatic reveals. Players take on the roles of

OCTOBER 2026

Faithfuls or Traitors, completing challenges before facing a final vote using the game’s unique convertible vote box. With the television format continuing to build a global fanbase, the new games give audiences the opportunity to recreate the show’s trademark tension and social gameplay at home with family and friends.

g n i t a r b Cele

Chairman 5 4 From the

The inimitable Malcolm Naish, Founder and Chairman of Lema Publishing, who published the first issue of Toys ‘n’ Playthings magazine 45 years ago this month, looks back at a long, fruitful and enriching career in the toy trade, and the future of this magazine

Years

When you decide to create your own toy In those early years, technology wasn’t trade magazine, what name do you choose? what it is today. We had to carefully plan Having been asked by my previous maximum use of colour pagination, and the employer of 22 years to leave their whole process of putting a magazine to bed employment – NOW! – having found out was far more time-consuming. that I intended to start my own toy title, After 18 months and beginning to pay I decided my title should include the our way, I was able to employ my first word toy – for obvious reasons. A toy is advertisement manager. I had employed described as a plaything and over the years John Baulch at my previous company straight I had a great respect for the American toy from Watford Boys Grammar School. Fast magazine Playthings. forward to January 1983, and John joined the Playthings had set up in team, staying with us for almost 30 years 1905 as the first toy trade leaving us to start his own title. At Toys ‘n’ until publication. Toy Trader – the Our recipe for success was to include far Playthings we more personal content and to involve the title I had run since 1965 until my hasty departure – various buyers and suppliers in our regular look forward had begun in 1908 as the to a continued monthly content and of course to have a first UK trade title. targeted circulation to all the major buyers family So, with four kids, no both retail and wholesale. publishing money, an understanding We published daily papers at both the wife, and a mortgage, Toys Harrogate and London toy fairs, and with business with ‘n’ Playthings first published the success of these, I had soon begun its roots firmly in October 1981. What had publishing a daily paper at the Harrogate established in Gift Fair and then Spring Fair. This decided originally been the kids’ the toy trade playroom became my office me on publishing a sister title, Gifts Toda, in – and the rest, as they say, for many years 1989, that is still going strong today. is history! In 1992, we got involved with the greeting to come In 1981 there were three card industry and published the industry long-established toy titles, association’s greeting card title and then so I have to thank my friends in the toy our own in 1998, namely Greetings Today. trade for supporting my early editions. I Always having also been involved in the wrote the content, sold the advertising pram and nursery markets, Nursery Today and asked my advertisers to pay promptly. began publishing in 1997 and like our other My local bank manager had allowed me titles continues to be the premier nursery title a £25,000 overdraft facility which hugely in the UK today. helped in those first few months. Families are important, so I’m delighted My greatest pleasure in those first few to say that my eldest daughter Penny ran years was to see Toys ‘n’ Playthings not our circulation department in the late 80s/ only establish itself, but to also fairly quickly early 90s. My son Paul joined the company see the closure of two of the four titles, in 1989 and his brother Mark in the mid-90s, namely British Toys – the official journal of with daughter Claire also involved and now the BTHA – and Toys International, leaving managing the advertisement department for just ourselves and Toy Trader to compete TnP. Not forgetting our very loyal staff, whom with each other until the early 90s when Toy re ryo ne sel l mo News began. He lpi ng eve ng s.m ed ia

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over the years helped the company to establish itself with a growing number of B2B titles. Handing the business over to the family in 2018, they have continued to prosper, despite tough competition from other titles. We have enjoyed long associations with all the major toy and gift fair organisers both home and overseas, and are proud of an especially close relationship with the BTHA. A constant thread throughout my toy trade career has been The Fence Club – the toy trade’s very special charity. A member since the mid-80s and chairman in 2002, the club has been a hugely important part of my toy trade life and a terrific fundraiser for kids’ charities and supplier of Christmas toys. Finally, with several long-time mates passing away in 2020, not due to Covid, but other medical conditions, I formed the Survivors Club – a dining club for us oldies that have spent many years in the toy trade and retired from the fray. Now with over 80 members, several of whom are overseas in Australia, South Africa and America, I am able to keep in touch with many old friends. Our motto of ‘Get the beer while you can’ is most appropriate. At Toys ‘n’ Playthings we look forward to a continued family publishing business with its roots firmly established in the toy trade for many years to come.

Malcolm Naish

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toy snp lay thi

26 ber 20 Octo No.1 Vol. 45

toysnplaythings.media

Are you exhibiting at the Toy Fair, Olympia in January 2027?

If you are and you want to maximise the buyers coming to see you instead of your competitors, speak to us for advertising options to maximise your brand exposure both prior to, and at the show. Contact Claire Naish at clairenaish@lemapublishing.co.uk or call her on 01442 289 937 or 07730 362 338 for more information.

NEWS Mattel restructures EMEA consumer products leadership Mattel has announced a categoryled reshuffle of its consumer products leadership team across EMEA, organised around five key pillars: Softlines; Hardlines; Food/Health & Beauty Aids (HBA)/Quick Service Restaurants (QSR); PEM; and Retail Franchise Activation. The new structure is designed to deepen category expertise, strengthen collaboration with licensing, retail and commercial partners, and enable a more global approach, whilst helping Mattel and its partners identify and act on new growth opportunities across the region. Jessica Kelly, Senior Director of Consumer Products at EMEA said: “By combining deeper category expertise with strong local market knowledge, this new structure and talented group of people will enable us to collaborate more closely with our partners, respond to emerging consumer and cultural opportunities, and create more relevant ways for fans to engage with the brands they love.”

The newly appointed Consumer Products EMEA leads are: André Moreira as Director, Softline Natalie Berling-Noé as Lead, Hardlines Kasia Gruszka-Mierzwa as Lead of Food, Health & Beauty and Quick Service Restaurants Isidora Tassopoulou as Director, PEM C aroline Daget as Lead, Retail Franchise Activation Mara Verze as Lead, Direct-to-Retail (DTR Eleonora Schiavoni as Lead, Apparel

Teal Group appoints Craig Inglis The Entertainer’s parent company has appointed Craig Inglis as Group Chief Customer Officer. Craig joined the Teal Group board in September, with responsibility for leading all customer, marketing, licensing and brand-building activity across both The Entertainer and its sister business Addo Play. The new role will, for the first time in the company’s history, unify its approach to customers, brand and marketing across the organisation. Teal Group says the role is a product of its transformation since becoming employee-owned 12 months ago. “After a period of significant change and much hard work from teams across the business, we have earned the opportunity to invest more deeply in our understanding of our customers, the strength of our channel propositions and in elevating our brands,” said Andrew Murphy OBE, Group Chief Executive Officer, TEAL Group Holdings. Craig brings extensive experience of leading customer, marketing and brand transformation, including senior roles at John Lewis, Merlin Entertainments, and Virgin, and more recently in an advisory capacity to The Entertainer. He said: “Having worked closely with the business over the past few months, I’ve seen first-hand the energy and ambition across the team, and I’m hugely excited about the opportunity to build on that.”

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Smyths Toys’ top toys for Christmas Smyths Toys’ list of its top toys for Christmas 2026 includes 72 products ranging from £10 to £109.99. The festive highlight encompasses top licenses including Pokémon, KPop Demon Hunters, Toy Story Paw Patrol, Super Mario and Spider-Man, alongside time-tested play patterns and toy categories, such as role-play, plush, construction, slime, ride-ons, arts and crafts, and remote control. Highlights include: Pokémon Pikachu Puppetronic by RealFX Interactive Toy Wow! Stuff Disney Toy Story Ultimate Action Woody Interactive Toy Mattel Pets Alive by Zuru Mommy Elephant and Baby Surprise Set Zuru Rump Race Game Goliath Games Gui Gui By Salish Beautify Your Slime Mega Pack Moose Toys Paw Patrol My Size Lookout Tower with Chase Figure and Vehicle Spin Master LEGO Technic Mercedes-Benz Unimog U 5023 with Crane Set The Lego Group SmART Sketcher Projector 2.0 Tracing Drawing Set Character Options Play-Doh Tubs Super Colour 20 Pack Hasbro Super Mario Deluxe Bowser’s Airship Playset Jakks Pacific

toysnplaythings.media

BIRA backs TRA on

online toy sales The British Independent Retailers Association (Bira) has joined forces with the Toy Retailers Association (TRA) to warn shoppers against buying toys through unregulated online marketplaces, after new figures revealed a rise in counterfeit toy investigations by Trading Standards. The warning follows the publication of the Intellectual Property Office’s latest Trading Standards Survey report, which found that 67 per cent of responding local authorities had investigated counterfeit toys in the year to March 2026, making toys the third most commonly investigated category of fake goods after tobacco and clothing. The associations said the findings should serve as a warning to consumers as the busiest toy-buying period of the year approaches. “Counterfeit toys are a low risk when buying in-store from reputable retailers. Consumers should always take extra care when buying toys from online marketplaces, which are not regulated in the same way,” said Natasha Crookes, Director General of the Toy Retailers Association. “Our advice is simple: shop with a reputable retailer.” The TRA has also highlighted wider concerns over the accountability of online marketplaces, given that estimates currently suggest at least 15 per cent of toys bought in the UK come from third-party sellers on these platforms.

180 EU toy firms call on von der Leyen Senior leaders from 180 toy companies across the EU have signed a letter calling on Ursula von der Leyen, President of the European Commission, to act in the interest of legitimate business and the safety of children across the bloc by closing e-commerce loopholes exploited largely by foreign traders. The letter, backed by the Toy Industries of Europe, claims “too many unsafe toys are sold to European families through online platforms”, often by untraceable organisations and individuals with no EU presence. The letter says officials are left unable to hold these sellers accountable, which pose a very real threat to both business and the safety of children. “The result is a double failure: children are exposed to unsafe toys, while responsible European companies are forced to compete against businesses that bear none of the costs of compliance,” the letter says. “As the Commission finalises the European Product Act, we ask for your leadership to close this accountability gap. “Our ask is that every toy sold to EU consumers should have a clearly identifiable EU-established economic operator responsible for compliance.” The letter is signed by founders and senior executives from industry leaders, including Asmodee, Boti, Clementoni, Haba, Hasbro, Jumbo Group, Kosmos, Lego, Mattel,

Playmobil, Ravensburger, Schleich, Smart Games, Simba Dickie Group, Smyths, Tomy, VTech and Zapf Creation. It argues for a more level playing field – one, it says, that would benefit both consumers and businesses. “Our ask does not require platforms to guarantee compliance for every product they facilitate the sale of and this is not about creating additional burdens on responsible businesses or discouraging e-commerce. It is about ensuring that every company selling toys to European children plays by the same rules and that Europe’s high safety standards are backed by effective accountability.” The group petition mirrors the BTHA’s work in the UK, pressuring Parliament to pass more stringent rules that would hold online sales platforms responsible for any unsafe, untested products.

Toys R Us to open 120 new stores

Licensing Awards Germany returns Brandmania and Licensing International Germany have confirmed the return of the Licensing Awards Germany for 2026. As part of the Licensing Summit, the licensing industry’s greatest achievements across a number of categories, including the coveted Brandbaby Award; Licensing Product of the Year (Hardlines / Softlines / FMCG / Publishing, Games & Location Based Entertainment); Licensing Brand of the Year (Entertainment / Corporate & Lifestyle / Sports & Celebrity) and the Retail Loves Licensing Award. Petra Strobl, MD of Licensing International Germany, said: “With the Licensing Awards Germany we want to highlight the economic importance of the licensing business, make the industry’s achievements visible and give successful projects a platform.” Applications are open until 15 October, with winners crowned on 26 November in Munich.

OCTOBER 2026

Toys R Us has announced a major US retail expansion, with 120 standalone Toys R Us stores opening across the country ahead of Christmas, in partnership with Go! Retail Group. The new stores expand the brand’s existing US retail footprint, which includes 40 standalone stores and Toys R Us shops inside Macy’s locations nationwide. “This is a major moment for Toys R Us as we significantly expand our presence across the United States,” said Jamie Uitdenhowen, Executive Vice President of Toys R Us at WHP Global. “Together with our partners, we are growing Toys R Us in unique ways to meet customers wherever they are, whether that’s at a standalone store in their hometown, inside Macy’s, at the airport or at a Navy Exchange. Toys R Us has always been a place for discovery, and we’re building on that legacy by bringing customers the hottest toys and trends that make the brand unique.” Select locations will introduce

Creator Studios, dedicated spaces where influencers, creators and toy brands can create content, unveil new products and host toy reveals, launches and special events. Toys R Us will also expand on its travel retail business, opening new airport shopin-shops at Orlando International Airport (MCO) in partnership with WHSmith North America. The first location opened in August and the second is scheduled to open in summer 2027.

NEWS Disney Lorcana’s latest set Ravensburger has unveiled Hyperia City, a new Disney Lorcana Trading Card Game adventure set in a stunning new city where metro meets the fantastical. Glimmers from Disney and Pixar’s Coco will debut in this set alongside plenty of returning favorite glimmers of many Disney Princesses, Mickey Mouse, and more. The set will also introduce a new game mechanic, ink drops. Hyperia City prereleases on 16 October 16 in game stores and select Disney Parks and stores, and then will be available everywhere on 23 October. “There is something for everyone to enjoy in Hyperia City,” said Liz Richards, Art Director at Ravensburger. “From the engaging artwork depicting so many Dreamborn versions of Disney and Pixar characters, to the exciting possibilities of ink drops and how they are used, Hyperia City is a set that will delight Disney fans in multiple ways.” Ravensburger has also shared more information on Into the Inkdark, the first set to be released in 2027. The set introduces a brand-new product, collector boosters, which will be available at select Ravensburger Play Hub stores as well as Disney Parks and stores.

Menkind opens first Northern Ireland store

True Toys unveils top toys for Christmas True Toys has announced its top toys for Christmas 2026, as the online toy retailer heads towards its first festive period. Each product is independently chosen by the True Toys team, from big-name favourites to emerging hits, great value gifts and a few choices the retailer believes deserve a little more attention. “It’s our first Christmas as True Toys, so we didn’t want to just put another list out there. We wanted to give a true reason why we believe every toy on The True List deserves its place,” said Alex Woolfstein, Commercial Director, True Toys. “This may be our first Christmas as True Toys, yet we have years of toy-buying experience behind us and as parents ourselves, we understand the reality of choosing the right gifts.” He continued, “We also wanted to shine a light on a few toys we think families should have on their radar too.” The True Toys True List 2026 is: Everyone’s Talking About It - FurReal Gabby the Grow & Roar Tiger Worth The Hype - LeapFrog Scoop & Learn Ice Cream Pop Up Shop The Christmas Morning Scream - Bayer Dolls Pram The Surprise Obsession - Heishi Bracelet Maker Little Gift, Big Reaction - Play-Doh Retro Mix and Play The Parent Takeover - MGA’s Miniverse Real Music Record Player The One They Won’t Put Down - Disney Princess Projector Still Going Strong In January - DecoTime 300 markers True Toys Wildcard - Buki Professional Studio Pottery One To Watch: - PlayShifu Peppa Pig Toy Interactive Plush Truly Traditional - Huffy Bike The Gift That Keeps Giving – Tonies box 2 – Bluey starter set Made To move – Boldcube Stunt Scooter Always On The List – Lego Creator & KPop Demon Hunters sets

Menkind has opened its first-ever store in Northern Ireland, part of its ambitious bricks-and-mortar expansion programme and signalling its intention to further expand across the country in the coming years. The new Belfast location, situated at Castle Court Shopping Centre, represents Menkind’s first presence in Ireland and forms part of a wider multi-phase growth strategy. The space will allow customers to shop and experience some of the brand’s fastest-growing categories, including Pokémon merchandise, collectible figurines, Squishies and the hugely popular NeeDoh range, reflecting the continued growth of the kidult and collectibles market. Paul Kraftman, CEO at Menkind, said: “We’ve reached a point where our confidence in physical retail has never been stronger. Opening our first store in Ireland is a landmark moment for the business and an important step in our expansion strategy. Belfast is a vibrant retail destination with a strong consumer base that aligns perfectly with our proposition of discovery, entertainment and excitement and a fine example of our committment to delivering engaging customer experiences.”

One-nil to well-being University Games helped demonstrate the enduring appeal of iconic tabletop football game Subbuteo, supporting a unique workplace wellbeing initiative organised by the Institution of Occupational Safety and Health (IOSH). Colleagues at IOSH staged their own World Cup tournament using Subbuteo, bringing together employees from across the organisation for a day of friendly competition, teamwork and fun. Gemma Lewington, Marketing Director at University Games, said: “We were delighted to support the IOSH team by providing Subbuteo sets and prizes for what proved to be a fantastic workplace tournament. It is wonderful to see the iconic game helping to create a real sense of camaraderie and team spirit while bringing colleagues together away from their desks.” The impact of the tournament extended well beyond the final whistle. A complete Subbuteo set has remained in the IOSH office for colleagues to enjoy during lunch breaks and downtime.

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A lifetime in toys Dan Ingram has spent nearly eight decades in and around the toy industry. Here he shares memories stretching back to joining the trade at just 16 years old It was 3 September that I recently celebrated. Not the date that WW2 began, but because on that day 77 years ago, I became a member of the toy industry, where I spent some of the happiest days of my life. I joined at the tender age of 16 a company called S. Guiterman. The company secretary was Jack Rosenthal, whom a year later founded Century 21, later to sell Thunderbirds merchandise including the Lady Penelope car. One day I was sent down to the Guitermans showroom to meet a young man enquiring about opening an account with us. None other than Paul Caspari who went on to found his own wholesale-based business and more importantly became one of my closest friends. Paul also became a major UK distributor for European suppliers such as Jumbo Games and a supplier to myself when I opened my toy shop. After a year or so, I had passed my driving test and joined Eagle Trading, run by Mick and Sam Elman. Mick’s son Andrew subsequently became another best friend. This gave me the opportunity to go out on the road to open fresh accounts. During this time I came across a shop selling toys in Church Street. It had been opened by two gentlemen for their wives to fill their days as their kids were now grown up. Unfortunately they had no idea about retailing toys. Eventually by coincidence I bumped into them in Belgium and learnt that they wanted to get out of retailing, so I negotiated terms and became a retailer in 1951 at the tender age of 18. I also continued my repping during the day, visiting my shop at 4 pm each day, eventually becoming a full-time toy retailer for the next 34 years. The same gentleman had also acquired the shop next door for his mother to sell towels and linen, I acquired that shop after three years, turning it into a pram and nursery department. With the government of the day looking to expand housing

OCTOBER 2026

with New Towns, I was able to open a 2000 sq. ft. shop in Bracknell selling toys and nursery products. With an increasing toy retailing business I decided to learn more about toy retailing, so leaving the running of my stores to family and staff, I joined toy manufacturer Charles Neufeld of Newfeld/ Bendy Toys, based in Ashford near Heathrow. I became Charles’ gaffer and learnt more in 2 years on anything and everything including sourcing and setting Newfeld’s stands up at the Harrogate toy fair. Charles was a leading figure in the toy trade at that time and would be described as a ‘Character’. His very good friend was Desmond Cook - M.D. of Chad Valley and later to run Ohio Art who had amongst other toys the famous ‘Etch-a-Sketch. During this time I met my wife Marian and we were soon married. Next year we celebrate 65 years of wedded bliss! Fast forward a few years and I was approached by a Council member of the NAPR (National Ass., of Pram Retailers), but within a few months of joining, I switched to the NATR (National Association of Toy Retailers), forerunner of the TRA. I became the Press Officer, President and Chairman between 1968 and 1976. We formed a West Country branch, Scottish, Midlands and Yorkshire very quickly, becoming a force in the land. During this period of growth, there were no TRU, supermarkets and gift retailers affecting our Q4 sales, however mail order companies such as GUS and Grattans were big in toys. Out of the blue a gentleman named Richard Tomkins had seen the growth of trading stamps in the USA and created Green Shield Stamps the forerunner of Argos. Their big plan was to cut retail prices of toys. The final straw was the growth of Toys R Us, so I found that by the time I’d paid the tax man, staff and landlords that there was not much left in the pot, but my leases were valuable so I seized the chance of more security for my family and got out of toys. I joined a company selling textiles, so completed the circle from the original shop next door. Keeping in touch with Malcolm and joining his Survivors Club has enabled me to keep in touch with a number of old friends. I’m a kid at heart and not quite the oldest member of the Club. Bill Dowle of BHS, Woolies and Bluebird Toys has that title. Long may I be the second most senior toy man enjoying a full life!

PLAY, PERSONALISED: WHY SELFEXPRESSION IS TAKING OVER THE TOY AISLE The Toy Association’s Jennifer Lynch explores the important role toys play in self-expression, for both kids and adults For kids today, play is becoming another outlet for identity. The toys they choose, the characters they connect with, the accessories they collect, and the ways they show off their finds are turning playtime into something more personal, expressive, and uniquely their own. That shift is at the heart of “Express Yourself”, one of The Toy Association’s 2026 trends to watch. The trend captures the rise of toys that invite consumers to customize, collect, wear, display, and share what they love. From backpack-ready mini plush and bracelet charms to blind-box characters and other portable collectibles, these products are giving consumers more ways to bring their interests, personalities, and favorite styles into view. “Whether it’s a favourite character added to bracelets and bags, a collectible displayed on a shelf, or mini plush clipped to a backpack, consumers are seeking toys that feel uniquely their own,” said Kristin Morency Goldman, senior director of strategic communications at The Toy Association. The appeal goes beyond simply picking a toy off the shelf. More consumers want products they can shape, style, remix, and make their own. Toy companies are bringing that idea to life in a range of ways. Horizon Group’s Wanderbloom DIY Charm Bag Activity Kit brings personalization to younger makers, with chunky beads, mini poms, and animal charms kids can mix and match before clipping their creation onto a backpack. Some products also make personality part of the play pattern itself. Loungefly’s new Figural Bag Clips, for example, bring the brand’s fandom-driven approach to fashion into collectible play, with dimensional characters designed to personalize bags and accessories. Likewise, Spin Master’s Cool Maker KPop Demon Hunters Shimmer Foil Tattoos take self-expression directly into kids’ looks, letting fans create and wear temporary shimmer designs inspired by the fictional HUNTR/X characters. Collectibles are also becoming more visible, with formats designed to be collected, traded, carried, and displayed, giving consumers plenty of ways to show off their latest finds. That visibility extends online, where the experience often continues well beyond the unboxing. Social media haul videos, collection tours, and curated shelf displays have helped turn collecting into a shared experience. In fact, more than half of U.S. parents (52%) say they purchased a blind-box toy for their child or themselves in 2025, according to a Toy Association survey. “As the toy industry continues to evolve, products that help consumers express themselves and celebrate the things they love will continue to shape innovation,” added Morency Goldman. “As fashion, accessories, entertainment, and personal spaces continue to reflect consumers’ identities, toys are becoming a bigger part of that self-expression story.” To learn more about all the toy trends poised to shape the play landscape this year and to watch our full 2025 Toy Trends Briefing, visit toyassociation.org/trends.

NEWS Biggest board game fair ever

The Entertainer

overhauls digital commerce The Entertainer has appointed THG Commerce as its new digital commerce partner, opening up new ways for customers to discover and shop for toys online and in-store using AI. The multi-year partnership will see THG Commerce design, build and power The Entertainer’s “next-generation digital experience”, creating a more intuitive, inspiring and personalised journey for families, gift buyers and the growing number of adult toy and collectible enthusiasts. The overhaul will bring enhanced search, richer content, and more personalisation to shoppers. Malcolm Carter, The Entertainer’s Digital and Marketing Director, said the retailer hoped to “redefine” its shopping experience. “Toy shopping should be joyful and inspiring, but the sheet breadth of choice means customers increasingly need help navigating it,” he added. “We have a real opportunity to combine the expertise, trusted brands and passion for play people associate with The Entertainer with intelligent technology that helps customers find something they’ll love.” The new platform is expected to launch in spring 2027 and has been designed to provide a foundation for future innovation, including future opportunities across loyalty, retail media and social commerce as The Entertainer continues to develop its omnichannel customer proposition.

The world’s largest consumer fair for board games is set to be bigger than ever this year. Spiel Essen 2026, which runs 22-25 October, is expanding into Hall 8, bringing the event across the entire exhibition centre for the first time. It is the fourth year in a row the event has grown in scale and will be set across a 81,200 m² show floor, allowing the release of additional ticket allocations. Up to 230,000 visitors are expected – a new record – while 921 companies from 53 countries will exhibit their new products. The fair will also increase the business and networking opportunities for B2B representatives from retail, publishing, editorial, authors and illustrators at the show. Florian Hess, Managing Director of Spiel said the move was in response to feedback. “At its core, Spiel is a public fair for board game fans, but it has also become a genuine industry meeting point,” he said.

Boti inks Minto toy deal Boti Global has entered into an agreement with Minto, one of Japan’s fastest-growing character companies, to bring its iconic characters to the toy aisle – and beyond. From Q2 2027, Boti Global, together with its parent company Goodmark Group Ltd., will launch a consumer products programme featuring an extensive range of toys, collectibles and lifestyle products designed to introduce Minto’s iconic characters to new fans around the world. At the heart of the programme are four of Japan’s most recognisable digital character brands: Usagyuuun!, the energetic rabbit-mochi hybrid; Piyomaru, a cheerful chick-like alien; SugarCubs, the bear duo Mocha and Latte; and Betakkuma, an awkward white bear with a human body. Nico Blauw, CEO of Boti Global, said the partnership offered “enormous” potential.

Back to the future The Ravensburger team recently took to King’s Grove, the UK’s premier medieval renaissance festival, to give Carcassonne Labyrinth an authentic launch. The setting provided the perfect backdrop for the new game, which brings together two global favourites for a new tabletop experience. With its strong medieval theming, Carcassonne Labyrinth took its place at the heart of the event’s Tabletop Quarter, as Ravensburger Product Manager Vicki Isitt explained: “This year marks 40 years of our much-loved classic game Labyrinth. Carcassonne Labyrinth is a truly special addition to the lineup and there could be no better place to celebrate this game. “We spent three days among jesters,

knights, mystics and even a real owl. There were even some royals to add to the fun,” she added. “The feedback to the game was positive all round. Such a memorable experience for all the team.” Building on the enduring appeal of Ravensburger’s popular moving-maze game Labyrinth, Carcassonne Labyrinth introduces familiar gameplay elements from Carcassonne, another global gaming success story. The result is a dynamic new format in which players gain tiles on each turn as they shift the pathways within the maze. These tiles are then used to build their own Carcassonne cities and roads. Combining easy-to-learn gameplay with plenty of depth and additional challenges, the game is ideal for both newcomers and experienced board gamers alike.

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The Works launches Kids’ Favourites activation

Aldi goes Barbie pink Aldi painted the town pink for the launch of its exclusive new Barbie doll, which hit stores 6 September as part of the grocer’s September Toy Event. The logo at Aldi’s Barnet store in London was painted Barbie pink, creating a photo moment for fans ahead of the launch. The Barbie Aldimania Dreamland Doll includes distinct Aldi touches, sporting a bright pink Aldi logo dress with matching accessories.

Orchard promotes Chloe Chambers Chloe Chambers has been promoted to the role of Marketing Manager at Orchard Toys, after more than five years working within the marketing team. During this time, she has developed extensive knowledge of the brand, its product ranges and customer base, while playing a key role in bringing the Bluey and The World of Peter Rabbit licences to market. She has also overseen Orchard Toys’ digital marketing, including e-commerce, and social channels. “This is a well-deserved promotion for Chloe,” said Simon Newbery, Managing Director at Orchard Toys. “Her experience, combined with her marketing skills, enthusiasm and genuine passion for Orchard Toys, make her an ideal successor to Rachael Sutcliffe. We’re excited to see her step into her new role and continue to deliver a presence for Orchard Toys in the market.”

OCTOBER 2026

The Works has launched an autumn promotion that will place some of the world’s most recognisable children’s brands centre stage. The Kids’ Favourites in-store activation will run 14 September to 1 November, and is designed to drive visibility and engagement across its growing licensed product range. The nationwide campaign will feature a dedicated front-of-store destination in all The Works locations, showcasing a curated selection of products inspired by some of the most-loved brands among children and families. Building on last year’s success, this year’s activation will feature an expanded licensed range, with significant newness across many of the featured brands. Shrek, Fuggler, Monster High and LEGO ranges will be entirely new for the event, while Harry Potter, KPop Demon Hunters, Pokémon and Sonic the Hedgehog will all see a wide range of new products introduced for the event. In addition, a dedicated front-of-store display unit will showcase preschool favourites Bluey and Peppa Pig, ensuring

there’s something for children of all ages and interests. Lynne Tooms, Chief Commercial Officer at The Works, said: “Licensed products continue to be a hugely successful and growing area for The Works, and we’re excited to build on that momentum with our Kids’ Favourites event this September. By bringing together some of the biggest and most-loved children’s brands, we’re making it even easier for families to discover the characters, products and seasonal essentials they love.”

Remembering Geoff Green Toy industry retail veteran Geoff Green has sadly passed away. TnP founder Malcolm Naish remembers him: I am always sad to report the passing of toy trade entrepreneurs and Geoff Green was certainly one of them. Taking over their Gainsborough department store from his parents in the early seventies, Geoff had gained experience buying stock from wholesalers such as the Houndsditch Warehouse., such as Lines Bros/Triang, Hornby, and Pedigree. John Nicholas was a great friend and tells me that Geoff met his wife Diana when she was a sales assistant at Greens, they married in the late sixties, and she took a very active part in the growing success of Greens of Gainsborough. In the early seventies with the growth of the regional buying groups, Geoff became a leading member of the Snowfold Group. Together they soon began adding additional stores and at their peak Greens owned 17 toy stores. Together for over 30 years, they travelled the world attending all the various toy fairs and as John stated: “The Greens are here! Panic when they came on your stand, to ensure everything was as it should be.” Like all good things, nothing lasts forever and sadly Greens closed their doors in 2006. Geoff died peacefully at the age of 84 - a life well led. Our thoughts are with his sons Ben and Tom, their wives Jo and Shaylin, and four grandchildren. Geoff’s funeral will be held at 10.30am on Friday 2 October at Lea Fields Crematorium just outside Gainsborough, Lincs.

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COVER STORY ZIMPLI KIDS

Zimpli the best With new seasonal lines for Halloween and Christmas, extensions to evergreen best-sellers, and some exciting licensing developments on the horizon, 2026 has been a huge year for Zimpli Kids. Marketing Manager Obi Enyi tells us more... favourites with retailers and make

We’ve had ideal stocking fillers, with strong sales a great year throughout the festive season. We’ve also continued to develop of shows and products that offer more than a events, including traditional bath product, bringing London Toy Fair, sensory play, collectability, character the Home & Gift appeal and unique bath-time Show and our trip experiences into the range. to LA You’ve had another busy year at

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Heading into the golden quarter, how has trading been in 2026 and how is the all-important Christmas period shaping up for the Zimpli team? This year has been another busy one for Zimpli Kids, with continued growth across our ranges and plenty happening behind the scenes as we prepare for the next stage of the business. Q4 is always a big trading period for us and our Christmas range performs particularly well. Our surprise bath bombs, available in a variety of pack sizes, are firm

Obi Enyi, Marketing Manager, Zimpli Kids

Zimpli Kids. What have been some of the key highlights for the business in 2026? We’ve had a great year of shows and events, including London Toy Fair, the

Home & Gift Show and our trip to LA. Each has brought new conversations and introduced us to different retailers, buyers and distributors. The Home & Gift Show was particularly interesting as it opened up opportunities within the wider gifting market and showed us how much potential there is for Zimpli beyond the traditional toy space. We’ve also had a strong response to recent launches, particularly Baff Buddies Mama & Baby Otter, which has been performing really well since launch. The combination of an interactive bath toy, bath bombs and

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You’re introducing a fully featured Christmas range for 2026 - what sparked that decision? Christmas has always been a natural opportunity for Zimpli Kids. Our products work particularly well as affordable gifts and stocking fillers, while the variety across the range gives retailers plenty of opportunities to build a strong seasonal selection. This year we’ve built on that with our Christmas surprise bath bombs, available in different pack sizes, alongside new products such as the 12-Day Advent Calendar and Snowflake Bubble Wand. How do the seasonal Christmas lines differ from your year-round evergreen products? The Christmas range gives us the opportunity to take the experiences that work well across our core range and give them a seasonal twist. The focus remains on products that encourage interaction and sensory play, but the festive formats create additional gifting opportunities. From individual surprise bath bombs to larger giftable products, there’s something for different price points and occasions. How does this festive range complement the existing bestsellers from Zimpli during the key Christmas period? Our Christmas surprise bath bombs are a big part of this. They come in different pack sizes and are particularly strong sellers during Q4, making them an easy choice for stocking fillers and smaller gifts. They sit alongside our evergreen bestsellers while giving retailers a seasonal reason to expand their Zimpli Kids offering. The range also encourages multiple purchases, whether shoppers are picking up several stocking fillers or combining smaller products with a larger gift.

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It gives retailers the opportunity to reach different age groups within the wider Zimpli portfolio, rather than limiting the brand to younger children. Looking ahead, what can retailers expect from Zimpli Kids in 2027? Next year is shaping up to be a huge year for us. We have loads of new Looking projects in development as we expand Looking ahead to 2027, we’re particularly excited about Baff Buddies ahead to 2027, the range, grow the business and SpongeBob, launching in Q1. It combines we’re particularly continue looking for new opportunities across retail and international markets. a floating SpongeBob toy with three excited about We’ve been working on some really SpongeBob-shaped bath bombs, exciting things behind the scenes, bringing character play into the bath and Baff Buddies including new concepts and products giving fans a collectible-style product SpongeBob… that bring fresh experiences to the with an added sensory element. bringing category. We can’t reveal everything just character play yet, but there’s plenty to look forward to. Consumers shopped late in the We can’t wait to show our retailers and into the bath year last Christmas. What are your distributors what we’ve been working on expectations this year - and how are and giving fans a and kick off another big year for Zimpli Kids. you supporting these lines to tempt

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refill opportunity gives the product longevity beyond the initial purchase.

We support our products across social media, paid advertising, email, influencer activity and our websites, with campaigns running around key launches and seasonal moments. We also work closely with our retail and distribution partners, providing marketing assets and product content to help them showcase the range both online and in-store.

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Marketing Manager Obi Enyi

Marketing support

Tell us about some of the new products you’ve introduced and what’s coming next. Baff Buddies Mama & Baby Otter has been a standout launch this year. It combines an interactive bath toy with three lavender bath bombs, creating a more engaging bath-time experience, while the refill packs give retailers the opportunity to drive repeat purchases. We’re also bringing some fun new formats to the range, including our dumpling-shaped bath bombs in six vibrant colours. They offer a simple sensory experience with plenty of novelty and make an easy addition to stocking filler and gifting selections.

collectible-style

consumers to spend earlier? product We know consumers are looking for affordable gifts and stocking fillers, Obi Enyi, Marketing particularly as Christmas approaches, Manager, Zimpli Kids so products such as our surprise bath bombs are well positioned for that lastminute gifting market. At the same time, products like our 12-Day Advent Calendar give shoppers a reason to purchase earlier in the season. We start our marketing activity early too, helping build awareness before the busiest weeks of trading.

Discover more: Phone: 0845 459 1818 Email: sales@zimplikids.com Web: www.zimplikids.com

How do you tap into other key seasonal events throughout the year - and what’s new from Zimpli this year in that regard? We use key seasonal moments throughout the year to keep the range relevant and give retailers fresh reasons to engage with the brand. We’ve also continued to broaden our offering for older children and preteens through Z’s. Products such as Z’s Marshmallows and Boba BB bring a more age-appropriate feel to the range, with products designed around gifting, self-expression and trends that appeal to an older audience.

RETAIL INTERVIEW POUNDSTRETCHER

Value drives toy growth Poundstretcher buyer Katie Bell reveals how the discount chain is growing its toy offer, with value, newness, licensed lines and seasonal opportunities all in focus With over 300 stores nationwide and 29 new openings already this year, how is this expansion influencing Poundstretcher’s toy proposition? As we enter the Golden Quarter, toys become a significant part of our proposition. Our focus is on ensuring we have the right products, at the right prices, available for our broad customer base across the UK. The growth of our estate is creating significant opportunities to reach new customers and generate additional footfall. As we expand, it’s essential that our toy assortment reflects the fun, impulse pick-ups of our local customers, without the financial pressure or, for some, the overwhelming choice.

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Our goal is simple: to make toys affordable and accessible for every family, whatever they’re looking to spend

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Our range is built on trusted brands that customers will recognise, supported by strong relationships with suppliers. Alongside range planning, we’re placing significant emphasis on merchandising and visibility, securing prime in-store locations, and driving marketing activity and compelling promotional campaigns. With families continuing to feel pressure on household budgets, are you seeing more customers choosing to shop at Poundstretcher for toys and has this influenced your ranging or price points? We’re seeing customers place an even greater emphasis on value when shopping for toys.

Did you know? Founded in 1981, Poundstretcher is a leading discount retailer with over 300 stores nationwide, employing over 3,000 people. Poundstretcher offers thousands of great-value products across seasonal, gardening, homewares, DIY, cleaning, health & beauty, food and drink, storage, pet and toys, alongside a growing selection of market-leading and household-name brands. Poundstretcher's mission is to buy and sell products customers love, deliver stunning value and work towards the ambition of having a Poundstretcher product in every household. 18

We know toys are a ‘nice to have’ rather than a must-have, so our product range must be easily accessible, ensuring financial constraints don’t play a part in decision-making. Over the past 18 months, our range has evolved under the new ownership, with toy demand growing year-on-year. But the customer is always at the core of our buying decisions. This has reinforced the importance of maintaining a broad range of price points, from low-cost impulse and pocket-money toys through to larger gifting options. Ultimately, our goal is simple: to make toys affordable and accessible for every family, whatever they’re looking to spend. What makes toys particularly well suited to a discount retail environment, and how do you balance affordability with quality and customer appeal? They combine fun, excitement and gifting opportunities with a strong customer desire for value. Our expertise is in sourcing and selling products that our customers genuinely want at price points they can comfortably afford. As a value retailer, we know customers don’t want to compromise on quality or appeal simply because they’re shopping at a lower price point. That’s why we work closely with trusted suppliers and

toysnplaythings.media

What’s your background? I have a BA Honours Degree in Journalism and worked as a social correspondent for a local newspaper in Ireland for several years, before moving into a marketing executive role for an events company. When I relocated to the UK, I applied for a marketing role with another retailer and during the interview was recommended for a buying position. After a few years of buying products ranging from seasonal and home decorations to electronics and kitchenware, I was promoted to a more senior buying role and stayed with the business for 10 years, prior to joining the Poundstretcher team in 2025. leading brands to develop an offer that is engaging, relevant and aligned with current trends, while maintaining the high standards our customers expect. How do you source toys, and what role do trade shows and supplier relationships play in finding new products for the range? Poundstretcher has been established for over 40 years and our global suppliers have been with us on this journey. We couldn’t do what we do without strong, long-standing partnerships built on trust and adaptability. In many ways, the process is a little like Santa's workshop; we have many dedicated people working their magic behind the scenes and there’s a huge amount of planning, collaboration and expertise that goes into making it happen. Trade shows and supplier events play a big part in my decision-making, giving me the chance to discover new and emerging products that showcase innovation and excitement without the distraction of price. It’s then our job to bring this to life and make it realistically affordable for our customer base. This is what makes the role exciting: it’s about how we continue to move the range forward, improve our offer and bring excitement in-store for our customers. What do you look for when selecting toys, and which categories are proving particularly strong? Toys are a category I genuinely enjoy working in because they bring out everyone’s inner child, including my own. In fact, my son has proudly appointed himself as my ‘Chief Toy Tester’ and is never short of feedback on the latest trends, must-have items and what’s likely to be a hit with children. While his recommendations aren’t always reflected in the final range, his input certainly helps keep me close to what excites younger consumers! On a more professional level, as a

OCTOBER 2026

parent I understand first-hand the importance of balancing excitement with affordability. When selecting new toys, I always look for products that offer genuine play value, strong customer appeal and, importantly, represent great value for money. The toy market evolves incredibly quickly, and trends can emerge and disappear just as fast. One of our strongest performing areas throughout the year is our pocket-money toy range. Customers are always looking for affordable treats, rewards and impulse purchases, and these products deliver excellent value while encouraging repeat visits. They remain a consistently important part of our offer regardless of the season. As we move into the Golden Quarter, we typically see demand shift towards larger giftable toys alongside familyfocused activities. Big-box toy lines, board games, puzzles and products that bring families together are particularly popular during the Christmas period, as customers look for gifts that offer lasting enjoyment and shared experiences.

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Our ambition is to be recognised as the UK's best value retailer

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specific logo on the packaging, and we work hard to offer exciting, affordable options that deliver excellent value while remaining relevant to current trends. Successful brands include Ty plush licences such as Paw Patrol, Bluey and Stitch, with Minecraft a new addition for this season. We’re also introducing Disney cosmetic ranges alongside some of our existing Toy Story 5 and Stranger Things ranges, while classics such as jigsaws remain ever-present. In terms of performance, we’ve had a number of branded products in our range this year that have performed well for us, including Panini FIFA World Cup 2026 stickers, Pokémon trading cards, Hot Wheels, Blocks in Bloom, TY soft plush and our pocket-money range of licensed Surprise Eggs. Is Poundstretcher becoming more of a destination for toys, or are customers

How important are branded and licensed toys within your range, alongside more affordable nonbranded products? Are there particular licences or brands that are selling especially well? While well-known brands and licences can be highly desirable, they are often accompanied by higher retail price points. We know that many families are managing household budgets carefully, so it’s important that we also offer affordable alternatives that allow children to enjoy the latest trends without parents having to overspend. That's why our range is built around a balanced mix of branded products, licensed lines and high-quality ownlabel or non-branded alternatives. In many cases, customers are looking for the play experience rather than a

RETAIL INTERVIEW POUNDSTRETCHER

brands, compelling seasonal events and strong value credentials, we’re continuing to strengthen our position as a toy destination.

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still mainly picking up toys as an additional purchase when shopping for other products? Seasonal demand is increasing. Poundstretcher has long been a destination for great-value household essentials, helping customers stretch their budgets across everyday categories, and that remains at the heart of our business. However, as our product offer continues to evolve, we're seeing growing demand from customers who specifically visit us for categories such as toys, seasonal products and gifting. Our ambition is to be recognised as the UK's best value retailer, buying and selling products that our customers will love at prices they’ll love even more. For many shoppers, toys are still a valuable addition to their basket alongside household essentials, food, pet products, health and beauty, gardening or seasonal lines. At the same time, we’re increasingly creating reasons for customers to visit us specifically to browse our toy ranges. Through trend-led products, trusted

Our Pokémon trading cards were so successful that they sold out within weeks of going on sale. This led to us exploring opportunities with football stickers, which again sold out! So watch this space

”

Why did you decide to be a buyer? I saw it as a chance to challenge myself, broaden my skillset and gain a completely new perspective on retail. Since stepping into the role, I’ve been fortunate to work with some brilliant mentors who have pushed me, shaped my approach and played a huge part in my career progression. I’ve also built strong relationships with fantastic suppliers and colleagues, working together to develop exciting, innovative ranges and taking ideas from concept to shelf. That’s what I love most about buying - it’s fast-paced, creative and incredibly rewarding. I love being involved in that journey and seeing an idea come to life. I’m also naturally very determined and strong-willed, which comes in handy when it comes to negotiation! I enjoy the challenge, I’m not afraid to push for the best outcome, and I think that combination of creativity, commercial thinking and determination is what makes buying such an exciting role for me.

The top end of the toy price range is around £12.99. How does working within a relatively tight price ceiling affect your buying and sourcing decisions? Does it restrict your options, or does it help to focus the range? Rather than being a restriction, we see our price ceiling as a strength because it keeps us firmly focused on what matters most: delivering products that our customers will love at prices they can genuinely afford. The reality is that a higher price point doesn't always mean a better play experience. We want parents, grandparents and gift-givers to walk into Poundstretcher confident that they’ll find products that children will be excited to receive without worrying about the cost. By working within a defined value framework, we’re able to focus on products that offer strong play value, quality and customer appeal without unnecessary cost. It encourages us to be more selective, more creative and more disciplined in our sourcing, which ultimately results in a stronger and more relevant range for our customers. Importantly, working to a value price ceiling doesn’t mean customers have to compromise or miss out on the latest trends. Does the wider industry trend of appealing to kidults and adult collectors impact your buying decisions, or is the Poundstretcher customer primarily buying toys for children? While the growth of the kidult and collectibles market is certainly something we recognise, our primary focus remains on toys for children and offering great value for families. Most of our toy customers are shopping for kids, whether that’s for everyday treats, birthdays or seasonal gifting occasions, alongside our pocket-money category. That said, we know collectibles have broad appeal across different age groups, which is why we stock a selection of licensed and collectible products, from classic Only Fools and Horses merchandise through to popular Funko Pop figures. Our Pokémon trading cards were so successful that they sold out within weeks of going on sale. This led to us exploring opportunities with football stickers, which again sold out! So watch this space.

while ensuring there are affordable options for every budget. This year’s range includes new key licensed ranges that we expect to perform particularly well, including Minecraft, K Pop Superstars, Toy Story 5 and Paw Patrol, to name a few. But value remains at the heart of our Christmas proposition. We know many families continue to balance festive spending carefully, so we’ve worked hard to create compelling offers that help customers make their budgets go further. Our ‘2 for £12’ promotion across selected own-label and licensed toys provides outstanding value, while our new-for-2026 ‘2 for £20’ toy offer will ensure we are a key destination for parents and gift-givers looking for larger presents at an affordable price point. Looking ahead, what opportunities are you most excited about for Poundstretcher’s toy offer? Bringing new and exciting toys to our shelves, alongside our core Poundstretcher basket, is where I see huge opportunities. It’s a fun category, relevant to families of all backgrounds, and everyone will have to purchase a toy at some point in their lives - whether for their kids, grandkids, nieces, nephews or friends’ kids. Our job is to buy products customers will love and sell them at prices they will love even more! As a destination, Poundstretcher is growing, and with every new store opening comes the opportunity to introduce even more customers to our fantastic range, not just in toys, but across the thousands of great-value products we offer throughout the business. Looking ahead to next year, planning is already underway. I'm meeting with suppliers, reviewing new product developments, and exploring emerging trends to identify the next generation of products that will excite our customers. One of the most rewarding parts of the role is seeing those ideas come to life on our shelves and watching customers respond to them. The future for the toy category at Poundstretcher is incredibly bright!

With Christmas approaching, what do you expect to be the key toy sellers, and how have you built the Christmas range around customers’ desire for value? Christmas is always one of the most important trading periods for toys, and we’ve built our range around two key customer priorities: giving shoppers access to the season’s most in-demand products,

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Bullseye! Crayola Marketing Director Sarah Horowitz was busy demoing Crayola’s Globbles, which hit the target with influencers

SHOW REVIEW

THE CHRISTMAS PRESS SHOW

Christmas

Game for more Roger Martin, Asmodee UK Marketing Director; Hannah Mason, Senior Marketing Manager – Lifestyle and Events; y and PR Poorvi Surana were bus g brin to es gam demoing board families together this festive season, including One Piece Dobble

comes early

Next stop: The Repa

ir Shop! Rachel Lowe, founder and Director, Destination Board Games, and Marketin g Manager Lauren Hooper, showc ased the latest iterations of the awardwinning board game

Christmas came to the Business Design Centre in Islington in September, as toy and gift brands turned up the festive cheer for media and influencers. Alongside the chance to win a Wishlist Award, the annual showcase kicks off Christmas marketing with a bang. Team TnP stopped by to see what stocking fillers stood out Boffin board game Set to be a hit game this Christmas, You Know It from Invisible Typewriter tasks players to use both general knowledge and social deduction to score points and win

Winning wheels Wilton Bradley’s Asteroid Electric Go Kart drew crowds and plaudits in the form of a CIJ Wishlist Award, ably displayed by Alexandra Crouch, Brand Marketing Manager

Star attraction Diddly Squat Farm’s Lisa Hogan joined the Ravensburger team to showcase the licensed puzzle e range inspired by the farm mad Farm ’s kson Clar the by famous TV series

OCTOBER 2026

Winning formula PR Clemmie Turner showcased Magna-Tiles’ MicroMags Learn Number, which combines tactile es tiles and maths, impressing judg and rd Awa hlist Wis a both to win Judge’s Pick

Stamp of approval New from Character Options, the Giftie Badge Maker is tipped to be a top toy this Christmas. Senior Brand Manager Kathryn Ludlam says the creative options are limitless

RETAIL INTERVIEW

GOSLINGS TOYMASTER

member

55 years of play We asked…

Which of your infant toy lines should no retailer be without? It’s very clear to us that the small From a newsagent selling toys infoot Marple to a thriving Toymaster store attracting Pokémon wooden letters and trains fans, kidults and generations of customers, Goslingslines Toymaster co-owner Mandy Harrop are one of our best-selling looks back on five a halfstocking decades andand customers the of family toy retail displays are always replenishing. commemorated our 55th anniversary catalogue is a great tool in the autumn. Our story began in 1971, when Mum and We’d therefore encourage in August. The celebrations went really We have the catalogue delivered, which Dad bought a newsagent in the Cheshire retailers looking at the small

“

village of Marple. They always sold toys and, in 1978, they opened Goslings Toymaster, the shop where we are today. Both my sister Julie Claber and I grew up in the family business, so we’ve always known what it’s like to work in toy retail. When our parents retired in 2009, we took the business over and began looking at ways to move it forward. One of the biggest changes was starting to sell online as well as through the shop, while continuing to focus on the personal service and welcoming environment that have always been important to us. Having been in the village for many years, we’ve both grown up here and built relationships over generations. We like to create a family atmosphere and be part of the community. Our roots in the village were particularly evident when we

Being part of the Toymaster group is a great benefit because it gives us access to a wide range of brands and suppliers

”

The team at is always on hand to help if there are issues with companies and is a great source of supplier information. Plus, the Toymaster catalogue is a great tool in the autumn. We have the catalogue delivered, which is brilliant for raising our profile in the surrounding area. 22

well, and it was wonderful to hear all the memories of customers. To mark the occasion, we enjoyed a glass of fizz with them and gave every child who spent £15 in-store a free dumpling toy. Those connections with customers continue today, with social media helping us reconnect with more people who used to visit Goslings Toymaster as children. Many now bring their own children (and grandchildren) into the store to show them the toy shop they remember. Our history in Marple has also gone hand in hand with our relationship with Toymaster. Dad joined the buying group in 1985, and when we took over the business, we continued that membership. We always attend the Toymaster Show, and being part of the Toymaster group is a great benefit because it gives us access to a wide range of brands and suppliers. The reps are a wonderful source of information when making decisions on new products and planning for the year. The deals at the Toymaster Show also help us to compete with the nationals and the internet, while giving us the opportunity to find new companies and see new stock. The team at Toymaster is always on hand to help if there are issues with companies and is a great source of supplier information. Plus, the Toymaster

is brilliant for raising our profile in the surrounding area. Having the right products in stock is especially important in a competitive market, and we have seen some clear winners this year. Our biggest sellers so far are Pokémon (anything we can get!), NeeDoh, anything squishy from KTL (formerly Kandy Toys), Scrunchems from One for Fun, and Orchard Toys games. Trading has been good, with key suppliers including Asmodee, KTL, Lego, One for Fun and John Adams. Our wider range includes Squishmallows, Ravensburger, Orchard Toys, Sylvanian Families and TOPModel from Depesche. Our suppliers also play an important role in helping us manage the range. Among the suppliers that support us the most are Ravensburger, Character Options, Epoch Making Toys and Kayes of Cardiff. Using Kayes enables us to order smaller amounts from different companies to keep certain lines in stock. Keeping the range fresh also means responding to what customers are asking for. Pokémon has brought a different age range into the shop, so we’ve started to look at kidult ranges, which we’ve never previously had a call for. Social media has become increasingly important in supporting this activity, particularly when products are difficult

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Top

Best Sellers

Pokémon NeeDoh Anything squishy from KTL Scrunchems from One for Fun Orchard Toys games

to get hold of. Due to the issue with NeeDoh stock, we’ve been using social media a lot more to keep our customers up to date with arrivals. We’ve seen a big increase in people following us on social media, which has also increased our footfall in the shop. We also use social media as part of our wider involvement in the local community. We’ve found that attending local carnivals and fairs gives us the opportunity to engage with people in the area who may not normally come into the shop, while also giving us a chance to promote new products. This year, we took part in carnival days in the neighbouring towns of New Mills and Hazel Grove. We invested in a new gazebo with the Toymaster logo on it, which gave us a stronger presence at these events.

We traditionally take part in the Marple carnival parade, which unfortunately has not happened for the last two years, but we’re hoping it will be back soon. In the past, we’ve had great support from Playmobil and Epoch, which supplied character costumes that were in the parade and then next to our stall for photos. We’ve also found that product demonstrations can be a great way of bringing people into the shop. For example, Plus-Plus organised a demo day, which showcased its Pokémon products and helped promote the has brought a brand in-store. Brainstorm and Epoch Making different age Toys have also sent us demo kits range into the of their Water Art and Pati-school shop, so we’ve craft sets, respectively. These were a great hit and, again, drove sales started to look in-store. at kidult ranges, We’ve found this is an effective way to reach people who might which we’ve not usually come into the store, never previously and we’re also able to promote the demos on our Facebook page. had a call for Ultimately, that interaction with customers is one of the things I enjoy most about the job. The lovely part is seeing children’s faces when they come in and engaging with people. Of course, there are challenges too.

“

The most demanding part is keeping on top of new releases and finding the right products for our demographic at the right price. We’re always looking for new ways to engage with younger generations who live in a digital world and encourage them to visit us. Looking ahead to Christmas, we’re feeling quietly confident. The squishy range of products is still strong and there are some really nice pre-school products, which have always been steady sellers for us. Orchard Toys has some products aimed at underthrees, and these have been a great addition to our range. After 55 years, we’re proud of the family history behind Goslings Toymaster, but we’re equally focused on what comes next. For us, that means continuing to adapt the range, embrace new ways of reaching customers and, most importantly, remaining part of the Marple community.

”

“The lovely part is seeing children’s faces when they come in and engaging with people” OCTOBER 2026

FEATURE

CHARACTER LICENSING

The Noble Collection

Cartamundi

Staying in

character From Kpop Demon Hunters to Peppa Pig, character licensed lines are among the best-selling toys every year. Here we take a look at what IP translate best to toys, and how licensing needs to adapt to strike while the iron is hot Character licensing has long been a driving force in the toy industry, but perhaps never as potently as now. Visit any toy shop the day they announce a shipment of Pokémon product on social media and you’ll find queues of kids and adults around the corner. Every licensed Lego set is awaited by fans with bated breath. Six of this year’s 11 Toy Industry Awards categories were won by character licensed products, from Stitch to Peppa Pig, and several more by lines tied to entertainment and lifestyle IP. In Circana’s most recent global study, character licensing was a ubiquitous driver of consumers spend. The draw of intellectual property is most prominent in North America, where licensed entertainment properties remain among the most influential drivers

“

The next major kids’ franchise is unlikely to arrive the way the last generation did

”

Adam Woodgate, VP of Research Solutions at The Insights Family

of toy spending. Trading card games, collectibles, and franchisedriven purchases continue to create strong opportunities for manufacturers seeking to build long-term fan engagement, the report found. In Europe, gamingrelated products and fandomdriven purchasing behavior was found to be creating opportunities for brands with strong IP portfolios and multigenerational appeal. Tapping into fandoms has become vital for securing shelf space and attracting spend from a more discerning consumer. But a simple sticker slap won’t cut it. “I think the biggest mistake is assuming that putting a great license on a product automatically makes it a great licensed product,” says Tim Goemans, Category-

Marketing Manager Retail, Cartamundi. “Consumers have become much more selective. The object itself needs to feel worth owning. “Our ambition is never simply to take existing key art, put a Bicycle logo next to it and call it a collaboration. We want to understand what fans love about the property and then translate those elements into the language of playing cards.” With entertainment brands now across every platform - from streaming and linear TV to gaming and cinema – the qualities that make a compelling IP for product extension is not always clear. James Barrett, General Sales Manager – Licensed Division, Peers Hardy, says: “Not every popular film or game translates into merchandise. We try and focus on characters that

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resonate with customers and those that span all ages. We are constantly on the lookout for new lines (Flashies is a great example) that are different from what is already available and try to combine the product with great, easily displayed, impactful packaging and display concepts.” Tim agrees, adding: “The best licenses give us enough creative depth to build something people want to discover card by card. Signing the Marvel license for Bicycle couldn’t have been more obvious. We saw the return of Gambit in the recent Deadpool vs Wolverine, and when Marvel announced the return of Channing Tatum’s character in Doomsday we couldn’t help but get excited.” Proactive not reactive The biggest question licensing needs to answer is how to adapt as trends move at an increasingly rapid pace, attention spans shorten, and exactly where the next big character license will come from is no longer a case of

University Game

“

We try and focus on characters that resonate with customers and those that span all ages

”

James Barrett, General Sales Manager – Licensed Division, Peers Hardy

MV Sports

OCTOBER 2026

this year’s cinematic blockbuster animation movie or a new season of a long-running TV show. When Netflix’s KPop Demon Hunters blew all expectations out of the water last year, Hasbro and Mattel signed a rarely heard of co-master toy agreement for the brand, each leveraging their respected category expertise. Toy companies of all sizes joined suit, pulling plenty of overtime hours and investing heavily in their pitches to win a category license for the brand. The priority was on striking while the iron was hot, especially with no content drop in the short term to reignite its popularity. Adam Woodgate, VP of Research Solutions at The Insights Family, says this phenomenon will likely become the norm for the licensing industry. “For decades, licensing opportunities often began with a television series or blockbuster film. Awareness built through mainstream channels, audiences grew, retailers responded and merchandise followed. Today, that journey is far less predictable,” he says. “The next major kids’ franchise is unlikely to arrive the way the last generation did. It might begin on a gaming platform, with a YouTube creator, as a social-first character or inside a community that has built real momentum long before traditional media or retail take notice.” That’s not to say the future will be reactive. The core theme behind KPop Demon Hunters – the Kpop music genre and the fashion and design culture it has inspired – didn’t appear overnight. “It is tempting to treat global franchises and local trends as separate things,” Adam says. “More often they are the same story at different stages: many of the properties with global reach today began as culturally specific, local phenomena and

Bladez Toyz

We asked What types of properties are you keeping an eye on over the next 12 months? Looking toward 2027, gaming, anime, and major entertainment franchises all remain interesting, but we’re not simply chasing the next big license. We’re also looking beyond the traditional deck. Playing cards are increasingly being used, shared and discovered in different ways. For example by D&D players during play sessions. We’re developing concepts that combine playing cards with additional components and entirely new experiences. Tim Goemans, CategoryMarketing Manager Retail, Cartamundi grew outward from there. Anime is the clearest case. K-pop followed the same path. Neither began as a global product. They started local and proved able to travel. “The opportunity for licensing has never been larger. But identifying which signals matter, which audiences are driving them, and which trends have the potential to scale commercially requires a deeper understanding of audience behaviour than traditional licensing models were designed to provide. “The businesses that succeed won’t necessarily be the ones reacting fastest. They’ll be the ones understanding audiences earliest.”

FULLY PRINTED DECK AND GRIPTAPE

ADJUSTABLE SIZE DIAL 48 - 52CM

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14” BIKE

FEATURE

CHARACTER LICENSING

It’s gonna be golden! MV SPORTS 01217488000 | sales@mvsports.com | www.mvsports.com MV Sports brings Netflix’s hit KPop Demon Hunters to the wheeled-toy aisle with a bold new collection spanning bikes, scooters, skates, skateboards and coordinating safety accessories, including the exciting Takedown range, which lets fans take down demons in style. Combining the high-energy world of K-pop with actionpacked demon-hunting adventure, KPop Demon Hunters has captured the imagination of fans with its distinctive characters, music and unmistakable visual style. Now, MV Sports is bringing that energy off screen through its core Takedown range, a colourful domestic collection designed to get young fans moving. Leading the Takedown collection are two statement bikes that place the unmistakable KPop Demon Hunters look at the heart of every adventure. The 14” Bike is an ideal choice for developing riders, featuring a durable steel frame, removable stabilisers and adjustable saddle and handlebar heights to support children as their confidence grows. A printed chainguard, crash pad and striking coordinated details complete the

design, while front and rear calliper brakes provide reliable stopping power. For children ready to level up, the 16” Bike delivers the same bold Takedown styling in a larger size. Its steel frame, pneumatic tyres and deep tread offer a smooth and stable ride, complemented by an adjustable saddle and handlebars, soft-touch grips and responsive front and rear brakes. Eye-catching wheel discs, a printed chainguard and statement graphics ensure fans can take centre stage wherever they ride. Extending the Takedown range, the KPop Demon Hunters Folding Inline Scooter with Light Up Wheels brings even more performance-inspired energy to the collection. Character graphics, a full stem wrap and anti-slip deck create maximum visual impact, while the illuminated wheels make every journey feel like a show. Its durable steel frame, puncture-proof tyres and three-stage adjustable handlebar provide longevity, while the quick-folding mechanism makes the scooter easy to carry, transport and store. With no assembly required, riders can get moving straight from the box. Fans can also master new moves with the KPop Demon Hunters Skateboard, adding another action-packed option to the Takedown collection. The durable seven-ply wooden deck features bold double-sided graphics and a double kicktail for developing tricks and control. Smooth PP trucks, PVC

provides a striking

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cushions, 50mm wheels and ABEC-7 bearings combine to provide a stable and confident ride. For children discovering skating, the Adjustable Big Wheel Skates offer a supportive introduction to the Takedown range. A tough PP shell, pivoting heel cuff and soft liner provide comfort and stability, while double ratchet straps and four-size adjustment allow the skates to grow with the rider. A durable rear brake helps children control their speed as their skills progress. The wider Takedown collection also includes coordinating protection and accessories, allowing retailers to create an impactful KPop Demon Hunters destination in store. The lightweight Safety Helmet features a ventilated EPS shell, adjustable sizing dial, removable foam pads and a quick-release buckle for a secure, comfortable fit. Matching Knee and Elbow Pads and breathable Cycle Mitts help protect young riders, while the easy-fit Huntrix Bell adds an accessible finishing touch to bikes and scooters. Spanning high-impact hero products and affordable add-ons, the KPop Demon Hunters Takedown collection gives retailers opportunities across multiple price points while encouraging fans to build a fully coordinated look. With bold purple-and-black styling running throughout, the complete range delivers strong cross-category merchandising potential and unmistakable shelf appeal. It is time to turn up the energy, take the action outdoors and get ready to Takedown the demons with our cool K Pop demon hunters range.

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Visit us at Brand Licensing Europe

stand E151 set up a meeting via 020 7580 4442 wholesale.uk@noblecollection.com

FEATURE

CHARACTER LICENSING

Feeling bluey Mighty new

figures

CHARACTER OPTIONS 0161 633 9800 sales@charactergroup.plc.uk character-online.com Character Options has expanded its portfolio of toys based on the Mighty Morphin Power Rangers: Re-Ignition reboot series. A new selection of Season 2 Re-Ignition Action Figures can be used to recreate scenes from the show and for imaginative storytelling. New figures for Season 2 include the Blue, Green, Red, Black and Yellow rangers, as well as Space Alien Figures Lord Zedd and Z-Putty. Each of the Ranger action figures morph into the individual rangers when the back lever of the figure is pressed down. Each Ranger comes ready for battle, with bespoke accessories for each character, and the action figures feature multiple points of articulation which are great for playing with them and displaying them. There’s the exciting new addition for this year of the Combinable Thunderzord assortment, from which fans can collect five individual transforming Thunderzords - the Unicorn, Firebird, Griffin, Dragon, and Lion. Each one works beautifully as a standalone figure, but fans are in for a real treat when they are combined to form a version of the Ultimate Thunder Megazord – perfect for recreating iconic moments from the show. Alternatively, collectors can opt for the Ultimate Mega Thunderzord Action Figure, which comes pre-assembled and includes lights and realistic battle sounds.

GALT JUMBO 0161 428 9111 | salesuk@ jumboplay.com | jumboplay.com Licensed preschool products offer retailers a strong opportunity to combine familiar characters with engaging, giftable activities. Galt is expanding its Bluey offering with two new Water Magic books and a Bluey edition of its popular Electro Wonderpen range. Joining the bestselling Water Magic collection are Bluey Adventures and Bluey Celebrations. Each chunky spiral-bound book contains six reusable colouring scenes and a refillable water pen, allowing children aged 3+ to reveal hidden Bluey artwork with water alone. As the pages dry, the images disappear, ready to be coloured again, providing repeat play without the mess associated with traditional colouring activities. The compact format also makes the books ideal for travel, stocking fillers and onthe-go entertainment.

Bluey Electro

Wonderpen Also new for 2026 is Electro Wonderpen Bluey, aimed at children aged 4+. The interactive early learning game includes 12 large, illustrated activity cards featuring more than 90 challenges, covering lookand-find activities, matching, mazes, similarities and differences, silhouettes and object recognition. Designed to support early learning through play, Electro Wonderpen encourages observation, concentration and problem-solving, while the recognisable Bluey characters add extra appeal for young fans. With accessible price points, reusable play value and one of preschool’s most popular licences, Galt’s new Bluey activities offer retailers versatile options for Q4 gifting and beyond.

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Making magic

CHARACTER

BLADEZ TOYZ charlotte@bladeztoyz.co.uk bladeztoyz.com

Heading into 20up27 for the

aring Bladez Toyz is also ge RC Inflatables. ing ell sts be return of its eak peek in LA, Following a retailer sn ble range will the AirTopz RC Inflata Easter. Featuring officially hit shelves at and Peppa Pig fan favourites Minions Donkey, ahead of alongside Shrek and the blockbuster the fifth instalment of range combines movie franchise, the nce with plenty of standout shelf prese king it one to watch. big-kid appeal – ma

Following the success of last year’s Make Your Own Magical Creatures range, featuring fan favourites Dobby and Hedwig, Bladez Toyz has also introduced the brand-new Make Your Own Characters collection. Fans can build impressive 3D models of beloved characters including Harry, Ron, Hermione and the loveable giant Hagrid. Made from sustainable cardboard, the figures combine creative building with collectability, making them the perfect display pieces for Harry Potter fans of all ages. Taking the action to the streets, the expanded DC Batman RC line-up is led by the highperformance Batman RC Omni Racer. This sleek 1:12 scale machine combines powerful motors with four-wheel functionality, delivering multi-directional movement, 360° spins and impressive drifting capabilities. Unique omni wheels, a light-up body shell, sound and smoke effects as well as a supersized rear spoiler complete this striking speedster, bringing Gotham-inspired action to life.

Pop-culture connoisseurs THE NOBLE COLLECTION 020 7580 4442 | wholesale.uk@noblecollection.com | noblecollection.co.uk Known for high-quality products inspired by some of the world’s most recognisable pop culture franchises, The Noble Collection is expanding its offerings with a host of exciting new properties and even more fanfavourite toys, games and collectibles. A new collaboration with Disney Consumer Products has just launched, reimagining family game nights with a range of chess sets, games, and accessories inspired by classic Disney Animation, Pixar, Marvel, and Star Wars. Rooted in the company’s long-standing expertise as a premier creator of licensed chess sets and display-worthy collectibles, the new range blends thoughtful design, storytelling and play, and will be kick-started with the launch of a striking Star Wars Original Trilogy Chess Set, plus two colourful checkers sets inspired by Toy Story and Marvel’s Spider-Man. There will also be all

new Transformers collectibles, an expansion to the Minecraft offering with collectible dioramas, a range of stationery, plush and more lines inspired by Rebecca Yarros’ bestselling romantasy novel Fourth Wing. Plus there’s an epic collaboration with Christopher Nolan’s film adaptation of The Odyssey.

More magic As well as new properties, The Noble Collection is broadening existing partnerships. The company recently announced the renewal of its Harry Potte r film license with Warner Bro s. Discovery Global Consume r Products – and the excitin g addition of new rights for the highly anticipated HB O Original Harry Potter TV series, positioning The No ble Collection as the destinatio n for collector-focused Harry Potter series merchandise worldwide. Fans can expect new wand replicas, collec tor plush, chess sets, prop replicas, jewellery, statione ry, and more from The Noble Collection.

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Worth the squeeze! UNIVERSITY GAMES 0207 254 0100 www.university-games.co.uk University Games’ character portfolio brings some of the best-loved names in children’s entertainment and literature to life through an engaging selection of games and puzzles. Dog Man brings the irreverent humour and action of Dav Pilkey’s bestselling book series to the games and puzzles aisle with University Games best-selling range. Paddington remains a much-loved part of the University Games’ children’s portfolio, with its range refreshed with updated artwork inspired by the award-winning The Adventures of Paddington animated series. Familiar favourites including Dominoes, Find It Fast and Spot the Difference sit alongside the reimagined Adventures of Paddington Sightseeing Board Game. University Games’ preschool offering has recently expanded with the arrival of the new Peppa Pig range from The Learning Journey. Combining the enduring appeal of the popular character with hands-on early learning, the collection includes Match It! games, Magnetic Sort and Learn Colours featuring Peppa’s iconic Party Bus, and a Lift and Learn Puzzle showcasing vehicles from the muchloved series. The Learning Journey has also further extended its range with the popular That’s Not My… brand. Alongside these character collections, University Games’ preschool portfolio includes a host of timeless literary favourites, including The Very Hungry Caterpillar, The Tiger Who Came to Tea, Mog the Forgetful Cat and The World of Dinosaur Roar. Together, these ranges bring familiar book characters into engaging physical play, offering a broad selection for families and younger fans. The character offering also extends into sport, with a portfolio of officially licensed products featuring leading English football clubs and their muchloved mascots. Licences include Arsenal, Chelsea, Liverpool, and the FA England team. Alongside established products such as 3D Stadium Puzzles and Rubik’s Cubes, the new Pocket Dice games and Official Licensed Sports Squeeze Poppers add fresh formats to the collection. The Squeeze Poppers feature popular mascots including Moonchester, Stamford, Chirpy and the official England Lion, alongside a Liverpool player character. Designed for indoor and outdoor play, the poppers launch foam balls up to six metres with a simple squeeze, combining character appeal with active play. Eco-friendly packaging and a reduced shelf footprint complete the offering, bringing an engaging new format to University Games’ growing licensed character portfolio.

Mini surprises JUST PLAY UK uksales@justplayproducts.com New blind box fun and mini interactive toys are bringing much-loved characters to Just Play’s line-up. New to the portfolio are the Happy Haul Harry Potter Shops of the Wizarding World Scene Setters. These Blind Boxes contain one of seven surprise toy figures paired with a For dance fans, the K-Pop four-inch sculpted shop Demon Hunters Dance Mat will pro display. Each scene is vide hours of musical fun and inspired by wizarding games. Featuring the hit songs Go world destinations in lden and Soda Pop, the mat has Hogsmeade or Diagon four Dance Modes - Dance Cha Alley and the stylised llenge, Idol Performance, Beat Mix display figures fit neatly er and Memory Challenge. Chi inside the shops. ldren can hit the stage and sho The Disney Many w off Rumi, Mira and Zoey’s sig Moods Mini interactive nature mo ves with Dance Challenge toys pack big and Idol Performance. Beat Ma personality into palmker enables them to create the sized companions. ir own high-energy K-Pop beats, New to the collection while Memory Challenge tasks are Disney Stitch Many them with repeating the beats to Moods Mini Stitch and help seal The Honmoon. Disney Stitch Many Moods Mini Angel. Both are expressive 4.5-inch toys which react to touch and motion. Also new to the line-up is Disney Moana Many Moods Mini Heihei. When touched, this four-inch rooster makes hilarious clucking sounds, his eyeballs spin, head turns, mouth moves, and wing flaps. Other iconic character toys in the range are delighting younger children. Sesame Street Tickle Me Elmo Giggle Max promises hours of giggly fun. More than four inches taller than the original 1990s toy, the Giggle Max is even more interactive and giggly, with new phrases and a new arm waving motion as he laughs. Inspired by the Mickey Mouse Clubhouse series, Mickey Mouse Clubhouse Hot Diggity Dance & Play Mickey is an interactive toy which will have kids dancing and singing along. And the Disney Double Trouble Stitch Feature Plush is a 14-inch poseable toy with articulated arms, legs, and head. It has two modes – Mischief Mode and Dance Mode – for hours of fun.

Music moments

FEATURE

CHARACTER LICENSING

Kidults’ favourite cat

Cuddly characters RAINBOW DESIGNS 01329 227300 | www.rainbowdesigns.co.uk Rainbow Designs brings magic to life through an extensive range of plush, toys and playsets, bringing together treasured classics and contemporary characters with plenty of personality. From Paddington and Bing to Pembe the Pink Cat and Mr. Men Little Miss, each collection offers its own distinctive blend of play, cuddles and character charm. The timeless charm of Rainbow’s best-selling Classic Paddington collection comes straight from Peggy Fortnum’s much-loved illustrations. Beautifully made from high-quality fabrics, each cuddly Paddington wears his familiar blue duffle coat with soft lining, battered red felt hat and signature suedette ‘Please look after this bear. Thank you’ tag. With his instantly recognisable look and irresistibly huggable feel, Classic Paddington has plenty of nostalgic appeal for grown-up fans,

With her bright pink colour , sweet personality and upl ifting messages, Pembe the Pin k Cat is proving a real hit with tweens, teens and kidult collectors. The adorable col lectible range features six plush Pem be characters and six plu sh keychains, each paired wit h a positive affirmation suc h as Be You, Miss U and Love You . Two larger plush add to Pembe’s cuddle appeal.

too. Alongside the Classic range, the Paddington for Baby collection introduces this much-loved bear to little ones from their very first days. Full of fun and familiar everyday adventures, the beautifully reimagined Bing collection has been created especially for preschool play. New additions to the extensive range include the Bing Learn to Dress Soft Toy, helping little ones explore dressing skills through handson play, Bing’s Rainybow Colour Wheel, Character Twin Packs and the playful Bing Bus Shape Sorter. They join favourites including Bing’s Favourite Things Activity Toy, Interactive Bing, Flop and Hoppity plush toys and the innovative Bing Wooden Busy Board. Celebrating 55 years of Mr. Men Little Miss, the colourful collection captures the personalities and playful spirit that have made these characters so enduring. Much-loved favourites including Mr. Tickle, Mr. Happy, Little Miss Sunshine and Little Miss Princess feature across large, huggable cushions,

collectible soft toys and plush keychains. With their instantly recognisable expressions and wonderfully individual personalities, the characters bring a lovely mix of nostalgia, fun and collectability to Rainbow’s character offering.

Licensed creativity

Trend-led crafting

WECOOL TOYS

CURIOUS UNIVERSE

sales@wecooltoys.com | wecooltoys.com

sales@curiousuniverse.co.uk curiousuniverse.co.uk

WeCool Toys is bringing two of the world’s best-known entertainment brands into creative play, with new Minecraft and Harry Potter collections launching globally. Combining compounds, slime, crafts and sensory play with recognisable characters and themes, the new ranges are designed to give fans fresh ways to interact with two much-loved franchises. The Minecraft collection centres on WeCool’s Butter Cloudz compound platform, with the Creeper Cube featuring limescented compound, interactive accessories and moulds inspired by the block-based world of Minecraft. For Harry Potter fans, the focus shifts to slime and potion-making. The collection includes a cauldron-style slime set, alongside kits inspired by magical favourites including Polyjuice Potion, Love Potion and Felix Felicis, also known as ‘Liquid Luck’. A Hedwiginspired 3D sticker and card maker adds another creative option to the range. The launches follow new agreements between WeCool and the two global brands, giving the company access to highly engaged fanbases while building on its existing expertise in compounds and creative play.

New Squishmallows, Monster High and Hello Kitty products will expand Curious Universe’s licensed creative craft portfolio. An addition to Curious Universe’s licensed offering for 2027 is the launch of Hello Kitty & Friends products. A Tin Activity Case includes pens, stickers, colouring and activity books . Sticker My Space is an on-trend activity book which future designers can use to design their dream spaces, while the Plush Activity Book is a fluffy journal featuring Hello Kitty and Kuromi, which includes more than 90 activities. Stationery meets creativity with Pen Maker Magic and its latest licensed extension, Squishmallows: Squish-mas Squad. The pack features four Squishmallows pen pals with more than 180 trinkets and charms. Squishmallows is also the latest licensed line for Curious Universe’s Decoden Magic kits, with three to choose from and collect: Squishmallows Hair Clips, Cam Bag Charms and Perfect Patty Mirror. Nano Tape Magic remains a key driver; the latest licensed addition is Monster High Nano Tape Magic Mini.

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Ace collection CARTAMUNDI scott.garnerbundy-higgs@cartamundi.com | www.cartamundi.com Cartamundi has secured an official licensing agreement with Marvel Studios for the highly anticipated Avengers: Doomsday, introducing two exciting Bicycle Playing Card decks inspired by the next major chapter of the Marvel Cinematic Universe. The collection features the Avengers: Doomsday Bicycle Playing Cards alongside a highly collectible Gambit Bicycle deck. The Avengers: Doomsday Bicycle deck celebrates the film’s epic scale and blockbuster storytelling, offering retailers a timely licensed product tied to one of the

“Working closely w Marvel, we are prouith to create a premiu d m collectible inspired the iconic movie pr by combining quality op, craftsmanship with the elements that make Gambit such unforgettable charan acter.”

Fourth Wing lands in stores RAVENSBURGER 01869 363800 sales@ravensburger.com www.ravensburger.com

Scott Garnerbundy-H entertainment industry’s iggs, UK Business De ve lopment Manager, Ca most anticipated releases. rtamundi UK Inspired by the playing cards wielded by Gambit on screen, the Gambit Bicycle deck showcases striking artwork and a premium silver foil finish that captures the character’s iconic card-based style. The product launch comes ahead of the release of Avengers: Doomsday, which will bring together a multiverse of heroes and iconic characters. Among the cast is Channing Tatum, reprising his role as Gambit from Deadpool & Wolverine. Widely regarded as one of the most exciting recent additions to the Marvel Cinematic Universe, Gambit’s return has generated considerable excitement among Marvel fans around the world. Building on the excitement of Gambit’s return, Cartamundi has worked closely with Marvel to create a premium collectible inspired by the character’s signature playing cards. The Bicycle deck celebrates the style associated with Gambit, offering a unique licensed product inspired by one of the character’s elements. Both decks are expected to appeal to Marvel fans, collectors, specialty retailers, and the growing market for premium licensed collectibles.

“With such an impressive following behind the Fourth Wing book series, we knew we had to create a puzzle experience that could live up to the hype. We see strong connections between the publishing and puzzling fanbases, and in this collection, I think we have something truly special.”

Ravensburger has unveiled a suite of products inspired by the global literary phenomenon, the Empyrean series. Launching later this year, the collection Katy Fletcher, Head brings author Rebecca Yarros’ of Marketing and bestselling romantasy world Product Development, to the tabletop with three Ravensburger 500-piece jigsaw puzzles and a paint-by-numbers set. The puzzle lineup will include Fourth Wing, Iron Flame and Onyx Storm editions, each offering a deluxe experience for puzzle enthusiasts and fans of the books alike. Presented in full-colour, foiled book-effect packaging with magnetic closure, the puzzles feature captivating illustrations throughout, designed to immerse puzzlers in the fantasy world shared in the publishing series. Further connecting to literary world origins, they will also include a themed bookmark. Launching alongside the puzzles is the Fourth Wing Paint-byNumbers Set, which joins Ravensburger’s CreArt brand offering. The set includes high-quality acrylic paints, a dual-ended paintbrush for precision painting and a varnish to give the finished artwork a premium, professional-looking finish.

Creative characters EPOCH MAKING TOYS 0843 557 4062 | customerservices@epochmakingtoys.com | epochmakingtoys.com Aquabeads offers a strong range of licensed character sets with several additions for autumn. The Mickey and Minnie 3D Ice Cream Craft Kit features 3D ice creams inspired by the iconic Disney mouse. It comes with 500 beads, fun accessories including Mickey’s ears and Minnie’s bow. Also new is the Barbie Starter Craft Kit. It includes 700 beads to create Barbie herself as well as multiple other themed creations which can be used to personalise the pink carry case. In addition, Aquabeads One Piece, Kirby and Disney Princess Keychain Craft Kits are now available, allowing fans to

OCTOBER 2026

create characters from each license to hang from their bags. Following the launch of new Super Mario games and the addition of Kirby, Epoch Games’ welcomes three Demon Slayer balancing games. Suitable for one to four players, they each come with three detailed collectible figures for play and display. Also available are three Naruto Shippuden balancing games depicting battles from the show. Finally, Epoch has recently launched its first range of puzzles featuring Stranger Things, One Piece, Demon Slayer and Naruto Shippuden.

SPOTLIGHT COBI TOYS

Toys n Playthings visited Cobi Toys’ impressive manufacturing site in Poland last month, as the company gears up to double output by the end of 2028. With a host of new licenses, products and categories on the horizon, we report back on what we found

Proudly made

in Poland “

We are proud that our products are designed and manufactured in Poland

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The thrum and clack of 100 plastic injection machines whirrs day and night at Cobi Toys’ manufacturing facility in Poland. Every colourful brick for every Cobi Toys construction set is manufactured here – more than 800 million of them annually. In fact, every element of every set is, from concept to design, 3D modelling, tooling, moulding, pad-printing, sorting, packaging, and warehousing – all before being shipped out to 50-plus markets around the world.

Robert Podleś Jr., board member, Cobi Toys

“It gives Cobi Toys a control and quality assurance that is quite rare these days,” says Lee Crocker, Cobi Toys’ Country Manager, UK and Ireland. The factory is located in Poland’s first Special Economic Zone, Mielec, a vast landscape of towering silos and raised pipelines in the south east that’s largely dominated by the aerospace industry. Locals move around the factories throughout their careers, though many who join Cobi end up staying. More than 500 skilled workers clock in at Cobi each day and head to their station, among them CAD Designer Radoslaw Blachowicz, who spent his early career in a neighbouring factory before joining Cobi 11 years ago. “I’ve been part of hundreds of Cobi products over the years,” he says. “My job is to take the

concept drawings from the design department and create a 3D model for manufacturing. Once I’ve drawn the part, I send it for 3D printing, we check it, make any adjustments, and then make sure that QC accepts it. From there, I send it to the team responsible for creating the injection moulds, and the part soon enters production. Everything is done here.” Founded in Warsaw in 1987 by Robert Podleś, Cobi Toys’ manufacturing demands soon outgrew the confines of a crowded city, and the Mielec factory that continues to expand to this day was opened in 1996. Production began the following year and has continued ever since. Robert still leads the company, working alongside his son, also Robert Podleś, who recently joined the boards of Cobi’s international companies and has fond memories of the company’s early years. 37 toysnplaythings.media

OCTOBER 2026

“Taking on new responsibilities as a member of the boards of Cobi’s international companies is both an honour and a challenge. I hope to bring fresh energy, a strong product perspective and the practical experience I have gained throughout my time with the company.” Cobi is best known for its Historical Collection, a range of military vehicles and wonders of engineering - such as the imposing 3260-piece RMS Titanic 1:300 set. The company has also successfully branched out into licensing, with scale model vehicles past and present from global manufacturers including Citroen, Maserati, VW, Boeing, and Cessna. The introduction of a rally car range, from iconic Subarus and Lancias, to the modern day Renault 5 Turbo 3E, has been an instant hit, with more sets coming in the next 12 months. And the company has even bigger ambitions for the future. Plans are underway to double

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We want to manufacturing output by the end of 2028 to 1.7bn parts, as well as adding develop new a further 3,500 sq.ft of warehousing products and space. The increased scope will lay categories… the groundwork for an expansion and introduce into new themes, categories and Cobi to people licenses that appeal to a broader who may not global audience. The first of these is a collaboration with an animated movie know our launching this Christmas featuring an brand yet all-star international voice cast. It’s

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“Cobi has been part of my life for as long as I can remember,” he says. “One of my earliest memories is of my father designing construction sets on a table in our basement. I would sit next to him, building and creating my own models. I know he remembers those moments too. That memory has always stayed with me and still gives me the energy to help Cobi grow and move forward.” Robert Jr. worked his way up from the bottom, sweeping floors and moving stock in the warehouse, before gaining experience in export. Today he leads the company’s growing licensing and product development programmes. “There have been many other roles, projects and responsibilities along the way, but there is no need to list them all,” he says. “What matters most is that this journey has allowed me to understand the company from many different perspectives and to appreciate the work of every person who contributes to its success.

Robert Podleś Jr., the company’s first major foray into entertainment licensing after recent board member, success with Top Gun. Cobi Toys

“We have many ideas for the future,” says Robert. “We want to develop new products and categories, reach new groups of customers and introduce Cobi to people who may not know our brand yet. “Being Polish is an important part of our identity,” he adds. “We are proud that our products are designed and manufactured in Poland, and that a Polish family company has created a brand recognised by customers around the world. “For me, Cobi’s future is about building on our experience while continuing to develop new ideas, products and opportunities. Those early memories remind me how far we have come and motivate me to help take the company further. I am proud to take on this responsibility and excited about what we can achieve together in the years ahead.”

OPINION BIRA

As we head into October, Andrew Goodacre, CEO of Bira, talks about why the month that decides your Golden Quarter may already have passed

September decides your

Golden Quarter with businesses that offer something thoughtful rather than something merely convenient. The clearest trend across our membership, whatever the sector, is a preference for provenance and personality over anything generic. Customers want to know where something came from, who made it, or why it’s worth choosing over the massproduced alternative. That’s true of a gift as much as a piece of homeware or a bike bought with proper advice behind it. It plays to exactly what independent retailers do best. Timing has shifted too, and it’s worth building into your September planning rather than discovering it in November. A significant share of shoppers now treat Black Friday as the start of their Christmas budgeting, while a growing number deliberately hold off until December, wanting more certainty before they commit. That means your stock, your messaging and your offers need to work across the full quarter, not just peak in one narrow window. Stock is the obvious place to start, but it’s worth thinking about it differently this year. Rather than simply reordering what sold well last Christmas, look at what your customers have been asking for since the summer. Buying patterns shift, and a shop that reflects last year’s assumptions rather than this year’s conversations will feel slightly out of step, even if nothing is obviously wrong. Staffing deserves the same early attention. If you’re bringing in seasonal help, September is the month to recruit and train, not November. A new member of staff thrown into a busy shop floor without proper grounding in your products Call: 0800 028 0245 and your way of doing Visit: bira.co.uk things will struggle, and

There’s a temptation, every year, to treat September as a quiet pause before the real business begins. I understand the instinct. The shop floor feels calmer, the summer trade has wound down, and the Golden Quarter still feels a few weeks away. But in my experience, September is not Shoppers are a pause at all. It’s the month that telling us clearly quietly decides how well prepared you’ll be for everything that follows. that tighter I’ve spoken to enough budgets don’t independent retailers over the mean less years to know that the ones who Christmas, they go into October feeling confident mean more are rarely the ones who started planning in October. They’re the considered ones who used September to get spending their house in order, while there was still time to make changes Andrew Goodacre, without panic setting in. CEO, Bira It’s also worth taking stock of what’s actually happening in the market this year, because it changes how that preparation should look. Last Christmas, independent retailers grew sales while many larger chains saw theirs fall. That wasn’t chance. Shoppers are telling us clearly that tighter budgets don’t mean less Christmas, they mean more considered spending, and considered spending tends to land

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so will your customers’ experience of them. Give people time to become genuinely useful before the pressure arrives. Cash flow is where I’d urge particular discipline. The temptation in September is to spend ahead of the returns you expect in the coming months. That’s sometimes necessary, but it should be deliberate rather than reactive. Speak to your accountant now, understand what buffer you’ll need to cover stock and staffing costs before the Golden Quarter revenue lands, and avoid discovering a gap in November when your options are far more limited. There’s also a digital dimension that’s easy to overlook. Whatever you’re planning for social media, email campaigns or your website over the coming months, September is when the groundwork should happen. Photograph new stock properly. Write your campaign content while you have the time to do it well. A rushed December post rarely does justice to a shop that’s put real thought into its offering. None of this is about creating unnecessary pressure in what should be a manageable month. It’s the opposite. A little structure now buys you calm later, at exactly the point when calm becomes hardest to find. I’ve watched too many independent retailers work twice as hard in December to make up for decisions that could have been made in September with far less strain. So my advice this month is simple. Use the quiet while it lasts. Look honestly at your stock, your staffing and your cash position, and make the adjustments now that will let you trade with confidence when the Golden Quarter arrives. The businesses that do this consistently aren’t the biggest or the best resourced. They’re simply the ones who treated September as preparation, not as a pause.

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SPOTLIGHT ROLE PLAY

Building real-world skills BIGJIGS TOYS orders@bigjigstoys.com swww.bigjigstoys.co.uk Liz Ireland, Founder and Managing Director of Bigjigs Toys, explores what makes role play a special part of playtime, and the latest innovations from Bigjigs

ung elps yo ow the h y a l p “Role nderstand h ilding minds u orks while bu r control, world wnce, fine moto confide ial skills” and soc

There is a magic in watching a child copy the world around them. Whether scanning pretend groceries or tightening a wooden bolt, role play helps young minds understand how the world works while building confidence, fine motor control, and social skills. For retailers, that emotional connection makes role play a driver of year-round sales. Bigjigs Toys continues to innovate in this space, introducing fresh additions that capture young imaginations and deliver educational value. Our Shop Till brings supermarket play to life with a scanner, card reader, pretend cash, and a working conveyor belt to teach basic maths and communication skills. Pair it with our Scales, which introduce concepts like weight, cause, and effect. For little fixes around the house, the Worker’s Workbench packs a 34-piece tool station complete with a working vice and storage shelf, helping kids build problem-solving abilities. To maximise floor sales, visual merchandising and targeted marketing work hand in hand. Grouping products into themed sections, such as a mini high street market or dedicated builder’s yard, helps parents visualise the full play environment. Highlighting developmental milestones alongside screen-free fun resonates strongly with modern gift-buyers. Of course, no display is complete without evergreen classics. Our Shopping Baskets spark social play as kids swap roles between customer and shopkeeper. The Shopping Trolley stands out as a top bestseller, featuring a sturdy, realistic metal frame scaled perfectly for toddlers to push through the aisles. Meanwhile, the Junior Tool Box packs timeless appeal into a portable case, letting young builders take their tools anywhere. By stocking a smart mix of new releases and proven bestsellers, retailers can offer parents toys that spark imagination while securing strong, steady margins every season.

Role call

From classic characters to the latest stars of the big and small screen, wholesome nurture to all-out action, role play toys take many forms. Encouraging imaginative, screen-free play, the category is a winner with both kids and parents at any time of the year Animal hospital DIFFERENT TOYS 07826 844824 sabrina@differenttoys.co.uk differenttoys.co.uk This lovingly designed Veterinarian Bag with Rabbit playset from small foot contains everything young animal lovers need to be a caring vet and will help them develop important social and emotional skills. Children diving into this handy vet carry bag will discover all the realistic equipment and accessories to treat their plush rabbit patient, including stethoscope, thermometer, syringe, vaccination and appointment cards, medical history form and even a wooden carrot treat. One of the creative play highlights is the four x-ray images featuring dog, cat, rabbit and horse that aspiring vets can view on their tablet. This gorgeous set is the latest addition to the popular small foot role play range being distributed in the UK by Different Toys.

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Royal treatment JUST PLAY uksales@justplayproducts.com

Bear-y special

RAINBOW DESIGNS 01329 227300 www.rainbowdesigns.co.uk Paddington has been a much-loved part of childhood for generations and continues to inspire imaginative adventures through Rainbow’s three distinctive collections. The award-winning The Adventures of Paddington preschool toy range brings Paddington’s world to life through playful toys and playsets, with the new Paddington Soft Toy with Interactive Marmalade Sandwich joining favourites including the award-winning Paddington Tea Set, Talking Paddington Soft Toy, Bessie the Campervan, Paddington Play Bus and Paddington’s Letters to Aunt Lucy Play Sets. Packed with opportunities for little ones to recreate Paddington’s adventures, the range encourages imaginative and nurturing role play.

Morph into action

CHARACTER OPTIONS 0161 633 9800 sales@charactergroup.plc.uk character-online.com

Young fans can dress like Princess Sofia and act out amazing adventures from Disney Jr.’s show, Sofia the First: Royal Magic, with the Disney Jr Sofia the First Dress-Up Set. It features a shimmery purple royal gown with layered skirt details, appliquéd bodice, and puffy sleeves, and a jewelled tiara. The regal look can be added to with the Disney Jr. Sofia the First Royal Accessory Set, an accessory collection including a sparkling royal tiara, magical wand, pair of play princess shoes, and a shimmering tote bag. Princess Sofia’s magical necklace from the show, Disney Jr. Sofia the First Enchanting Amulet, completes the look. Featuring a large pink pendant with rainbow light effects, and a portrait of Princess Sofia, it lights up when pressed. It then plays the song Time to Shine, as well as playing fun phrases and sounds from the show, including “Make every day magical!” Danny Go! fans can enjoy active time and keep the rhythm going with Danny Go! Color Beat Drumsticks. These 11.5-inch drumsticks have plastic handles and soft, foam-like tops. Children can choose from six different colours of light and 16 sound effects as they drum along to three songs from Danny Go! videos — Gorilla Smash, Boom Boom Dinosaur, and Candy Cane Crush. The musical fun continues with Danny Go! Music Mix-Up Boombox, which features five figures from the show — Danny on the mic, Gerald on drums, Mindy Mango with a saxophone and tambourine, Bearhead on guitar, and Pap Pap on the keyboard. Youngsters can select Music Mix mode to play three songs from the show — Bouncing Time, Robot Dance, and Wiggle Dance – and can add or remove instruments by putting different figures on top of the boombox or taking them off. Children can challenge themselves with Music Game Challenge mode, while Bedtime Mode plays Happy Moon and Robot Lullaby to encourage wind-down from play.

Character Options offers a range of toys ready for hours of roleplay fun from the Mighty Morphin Power Rangers: Re-Ignition reboot. The Mighty Morphin Power Rangers ReIgnition Dragon Dagger Set is the signature weapon of the Green Ranger. With a press of a button, it plays the signature Dragonzord song which will summon the Dragonzord. With more than 15 iconic sounds and phrases, it comes ready for battle with the Green Ranger Power Coin. The Dragon Dagger Set works with the Mighty Morphin Power Rangers Re-Ignition Power Morpher Set. Each Ranger’s Power Coin has the power to transform them from normal teenagers in the show into skilled

fighters, and this set comes complete with all five Power Coins. The Morpher recognises each coin to play that Power Ranger’s sounds and phrases, and overall it features more than 40 sounds and phrases, plus lights, a belt clip and power handle. Young fans can roleplay as the White Ranger with his signature weapon, the Mighty Morphin Power Rangers Re- Ignition Saba Saber. Signature sounds and phrases can be activated with the press of the button, and the set also includes the Ranger Power Coin. For more roleplay fun, there’s also the Mighty Morphin Power Rangers Re-Ignition Blade Blaster, which features more than 20 sounds and phrases. The weapon morphs from Blaster to Blade in a slide of the handle. In Blaster Mode, the Power Rangers can fire bursts of energy rays at their opponents to stop them in their tracks but when the battle becomes close combat, they can morph into Blade Mode and have a sword at the ready.

FEATURE

INFANT TOYS

Rainbow Designs

Young at heart Few toy purchases carry as much emotional weight as an infant’s first. Less impacted by current trends and economic uncertainty, the category gives retailers perennial sellers that are a joy to hand across the counter Few toy purchases are as important as a child’s first. Whether it’s their first plush companion, sensory toys that awaken babies’ to their senses and introduce them to the world around them, or a first roleplay set that could set them on their way to a vocation or lifelong interest. Toys for infants are wrapped up in emotion – for both kids and their parents. They are treated as nostalgic artefacts of days gone by, and the favourites are often handed down between generations. That means they must be safe, they

must be robustly built, and they must spark joy. “For us, it really comes down to trust,” says Zara Hynes, Senior Brand Manager at Rainbow Designs. “When you are choosing a toy for a newborn or young baby, you want to feel completely confident in its safety, quality and suitability, as well as knowing that it will offer something for little ones to discover and enjoy. “More than 90 per

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I feel one of the main things a parent expects from an infant toy is high play value

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Sabrina Hayhoe, Head of Sales and Marketing, Different Toys

cent of our range is suitable from birth, so we put a huge amount of thought into the materials, construction and tactile qualities of every product. Our My First Plush toys, Comforters and Ring Rattles provide those first opportunities for sensory exploration, while our developmental plush and activity toys introduce more tactile, interactive play as babies grow.” Sabrina Hayhoe, Head of Sales and Marketing at Different Toys, the UK distributor for small foot, says that the novelty toys for older age groups offer is less important. For infant toys, a solid and repeatable play pattern is a must. “I feel one of the main things a parent expects from an infant toy is high play value and that’s very much at the forefront of everything small foot design,” she says. “Along with finding new ways to engage babies and toddlers and develop their motor skills through play, the small foot range also offers excellent value in its content count and aesthetically appealing decoration and themes. “ That means the trend-led nature of other categories is not as dominant

toysnplaythings.media

We asked…

VTech

for the infant market, which is “naturally a little more timeless” according to Zara. “For a newborn, a beautiful soft toy or comforter is much more about that first cuddle, familiarity and reassurance than following the latest trend,” she says. “That is one of the reasons our classic character portfolio works so well. Peter Rabbit, Disney Winnie the Pooh, Paddington and Guess How Much I Love You have been part of family life for generations, and we are seeing that heritage continue to resonate with today’s parents. At the same time, new introductions such as Disney Dumbo and Care Bears Baby bring a fresh sense of discovery to the range.” Sabrina agrees that infant toys “tend For a to be more classic play led”. “It’s a newborn, a lucky category in that respect and it beautiful soft gives consumers plenty of choice,” she toy or comforter adds. “I believe themes are important and can assist with infant learning, for is much more about that example small foot has a dedicated dinosaur range that sells well.” first cuddle, Infant toys are also lucky in that familiarity and they are relatively resilient in times of reassurance economic hardship. With UK families than following punching new holes to tighten their the latest trend belts, Sabrina says the occasion and the value parents and gift-givers Zara Hynes, Senior place on the youngest members of Brand Manager, their family, and the desire to provide Rainbow Designs against all odds, means the category enjoys a certain insulation against the cost of living crisis. “Preparing for a new arrival, the birth of a baby and then the first birthday and Christmas are still very significant milestones and occasions where giftgiving isn’t a compromise,” she says. “Planning a nursery is such an exciting project for a first-time parent and adding the finishing touches of some toys to the room and making it look beautiful

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Keel Toys

OCOTBER 2026

Which of your infant toy lines should no retailer be without?

for social media are other reasons why money will be happily spent in this category. So yes, it’s somewhat protected and that’s most welcome in the current climate.” Zara says that although consumers are “more considered” when finances are less certain, “there is often a sentimental influence too” that can be a powerful motivation in buying decisions, giving retailers confidence in sell-through. “There is something rather lovely about choosing a familiar character such as Peter Rabbit or Winnie the Pooh that parents already know and trust,” she says. “Creating that combination of quality, longevity and emotional connection is very important to us. From starting life as a newborn’s first cuddly companion, to becoming part of their early play, bedtime and everyday routines as they grow, we aspire for our products to become treasured keepsakes rather than simply being enjoyed for a short time.” That leads into Rainbow Design’s marketing decisions. Unlike toys aimed at older kids, marketing is aimed more squarely at parents, grandparents and gift-givers “With infant toys, we are speaking to parents, grandparents and giftgivers who are often looking for something particularly special or for a first occasion,” Zara says. “That means our marketing is as much about communicating the quality, softness and suitability of the product as it is about the emotional appeal and feelings around it, and those lovely little moments that it creates. Heritage plays a really important role too. Many parents and grandparents already have a personal connection with Peter Rabbit, Winnie the Pooh or Paddington, perhaps remembering the stories and characters from their own childhood. “We can tap into that wonderful sense of nostalgia while showing how these much-loved characters are being reimagined for today’s babies,

It’s very clear to us that the small foot wooden letters and trains are one of our bestselling lines and customers stocking the displays are always replenishing. We’d therefore encourage retailers looking at the small foot toy range to add the letters because they are ideal impulse purchases at the till point for parents and giftgivers buying for a new baby. It’s cute to spell out the child’s name and the letters look good on display in a nursery and bedroom, as well as being something the child can then play with as they grow up. Sabrina Hayhoe, Head of Sales and Marketing, Different Toys I would have to say our selection of character My First Soft Toys. Whether it is Peter Rabbit, Dumbo, Care Bears or Paddington, the collection captures so much of what Rainbow is about – beautiful, cuddly-soft versions of characters that families already know and love, created especially for those very first cuddles. Our My First Peter Rabbit and Flopsy Bunny Soft Toys remain perennial best-sellers and are wonderful examples of that timeless appeal. Zara Hynes, Senior Brand Manager, Rainbow Designs with age-appropriate designs and developmental play value,” she adds. “Our imagery and storytelling therefore focus on those lovely early moments – cuddles, playtime, bedtime and discovery – and on how a first character toy can become something that is loved and treasured for years to come.”

FEATURE

INFANT TOYS

Play meets development VTECH 01235 555545 | trade.sales@vtecheu.com | vtech.co.uk VTech Baby toys - where play meets development! As the number one infant/toddler brand*, these engaging and educational toys help babies 0-12 months build critical skills and reach milestones, all while having fun. With age-appropriate content, electronic lights and sounds, and a variety of textures, colours and animal characters, VTech Baby makes it easy for parents to celebrate their baby’s growth and prepare them for their next big milestone. There are some great new additions to the VTech Baby lineup for A/W 2026, including the Big Business Baby Desk for imaginative role-play, and the First Steps Baby Walker to support early movement and coordination. Leading the line-up, the Big Business Baby Desk invites little ones to step into their own mini workspace, inspired by everyday life at home. Designed for imaginative role-play, it helps build confidence while introducing simple concepts through interactive features. Babies can

Cuddly friends KEEL TOYS 01233 506363 I sales@keeltoys.com I keeltoys.com Sometimes, an infant’s first toy becomes their favourite for life. That’s why Keel Toys understands the importance of creating quality soft toys that will survive many adventures throughout childhood and be loved for generations. Keeleco Baby is a collection of colourful, cuddly friends. Featuring loveable characters such as Huggy Giraffe, Ezra Elephant, Hamish Highland Cow and Terry Turtle. All products in this range are tested and safe from birth. The range also includes a variety of blankets and rattle rings bringing the characters to life while providing an infant with a cute and soft form of comfort. Each toy is made from 100 per cent recycled polyester derived from plastic waste to ensure a healthier planet for

open the light-up pretend laptop, tap the keyboard and pick up the toy phone for make-believe calls. There is also a shape and number book, a pop-up plant and a sliding webcam for added fun. With three play modes including music, learning and exploration, it introduces letters, numbers, animals and familiar objects in an enjoyable and accessible way. The updated First Steps Baby Walker supports early movement while keeping little hands busy. Packed with interactive elements, it encourages coordination and confidence as babies take those important first steps. Features include musical buttons, piano keys, a sliding guitar and a detachable microphone for singalong play. Additional mechanical elements such as spinners, rollers and sliders provide tactile exploration. The removable activity panel allows for seated play, while motion-activated sounds reward movement when the walker is pushed along. *Circana, Full Year 2025, Infant/ Toddler Toys Segment, Value.

little ones. The super soft eco-friendly fabric is perfect for loving hugs and paired with beautiful, embroidered detailing and eyes. 14 water bottles create enough fibre to make a 25cm Ezra Elephant. There’s also a variety of Keeleco ranges including Arctic and Sealife, Teddies and the fastest selling collection, Enchanted World. All of which are safe from birth. November welcomes the three latest arrivals in the Keeleco Baby range: Baby Dinosaurs! Available to preorder now on our e-commerce platform. Currently, both our Keeleco Baby and Keeleco Dinosaurs are incredibly popular, so we are excited for consumers to be able to get their hands on these friendly, prehistoric friends. This trio includes a t-rex, diplodocus and triceratops, all in gorgeous, pastel colours.

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New Arrivals for Little Ones! Soft toy with muslins gift set

Paddington Aqua Reveal

Splash with water for colour

Paddington’s Favourite Things

! s e t i r u o v a F y Bab

-www.rainbowdesigns.co.uk -sales@rainbowdesigns.co.uk -01329 227300

FEATURE

INFANT TOYS

Peek-a-boo fun for Peppa fans CHARACTER OPTIONS 0161 633 9800 sales@charactergroup.plc.uk character-online.com

On safari DIFFERENT TOYS 07826 844824 sabrina@differenttoys.co.uk differenttoys.co.uk

The small foot wooden toy collection, distributed by Different Toys in the UK and ROI, focuses strongly on developmental toys for babies and toddlers to aid stimulation and train motor skills. With beautiful, child-friendly designs and thoughtfully developed play, Different has brought a number of infant toys and games into its range this year across both Safari and Montessori themes. The Safari collection is proving popular with customers thanks to the lovingly detailed and child-friendly animal motif decorations in a modern colour scheme. New toys to highlight going into the autumn are the Pull Along Tiger, 3D Animal Noises Puzzle and Magnetic Maze with magnetic pen and 28 balls in various colours for sorting and matching. There are also a variety of games for children aged 12 months and over which help strengthen concentration, patience and cognitive and fine motor skills, such as the Hammering Bench and the interactive Push Toy game with animal sounds where the pop up mechanism provides surprise and fun for little explorers. The Hopping Animals Shapes Game with cute animals that bounce about when pushed also helps test reaction speed and develops hand-eye co-ordination. The Safari range also includes a classic wind up music box with removable magnetic tiger and elephant figures that plays the melody Twinkle Twinkle Little Star. In addition, the Montessori range features robust, durable and softly coloured learning toys ideal for early child development. A variety of high-quality shape and sorting games promote fine motor skills and hand-eye co-ordination and teach children about colours, shapes, balance and problem solving. Highlights include the Montessori Sorting Game with three drawers in different colours and six matching insertable elements for shape fitting fun, along with a Marble Box, Sorting Beakers and Shapes Puzzle.

Character Options is bringing fun and games from the world of Peppa Pig to its young fans with exciting new additions to its infant toys line-up. Peppa Pig Peek-A-Boo Peppa is an eight-inch feature plush toy which brings the classic game of peek-a-boo to life in a delightful, hands-on way. Perfectly sized for little hands, pre-schoolers and young fans press Peppa’s ear to start to play. As Peppa plays along with her peeka-boo blanket, she utters familiar phrases, makes playful sound effects and plays music, making her a charming playtime companion. Families can build their own Peppa Pig Whizz-Around world with the Whizz-Around range, a beautifully colourful selection of track and vehicle-based toys – there are so many vehicles and track sets to collect. The latest addition is the Peppa & Evie Fun in the Park set. Featuring Peppa on her bike and her new baby sister Evie on a swing, the circular track which Peppa rides around is connected using an easy jigsaw system, making it perfect for small hands to assemble. When her head is pressed down, Peppa zooms around the track on her tricycle and passes Evie, whose swing can be activated by pushing it. Other accessories including a white fence, post box and tree can all be added to complete the scene and add more detail to fuel tiny imaginations. Both Peek-A-Boo Peppa and the Whizz-Around range are ideal for encouraging the development of early play skills, as youngsters create their own Peppa Pig world and take Peppa and her friends on exciting adventures within it.

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FEATURE

INFANT TOYS

There for the first moments RAINBOW DESIGNS

01329 227300 www.rainbowdesign.co.uk

Ahead of the eagerly awaited HBO series coming to screens later this year, Bladez Toyz has expanded its hugely successful Harry Potter Maker Kitz collection with a host of exciting new additions. Joining the popular Light Up range is the Make Your Own Knight Bus – an easy-to-build kit requiring no glue or scissors. Simply slot the sturdy card pieces together to recreate the famously haphazard triple-decker bus, complete with charming details including the beds inside. Designed to sit alongside the existing Make Your Own Light Up kits, including the iconic Hogwarts school and ramshackle Weasley family home, once assembled the Knight Bus can be finished with LED lights to bring it magically to life and create an eye-catching display piece. Following the success of last year’s Make Your Own Magical Creatures range, featuring fan favourites Dobby and Hedwig, Bladez Toyz has also introduced the brand-new Make Your Own Characters collection. Fans can build impressive 3D models of beloved characters including Harry, Ron, inary oh reaches an extraord Hermione and the loveable giant Hagrid. Made from sustainable Disney Winnie the Po the , with the new Winnie cardboard, the figures combine creative building with collectability, milestone this month the of ry ntu ce a ing celebrat making them the perfect display pieces for Harry Potter fans of all ages. Pooh 100 collection, ing t br s e new infant Gift Se Taking the action to the streets, the expanded DC Batman RC line-up much-loved bear. Th ly toy, Winnie the Pooh cudd is led by the high-performance Batman RC Omni Racer. This sleek 1:12 scale together a super-soft ring rattle, er and an engaging machine combines powerful motors with four-wheel functionality, delivering an illustrated comfort d babies. trio for newborns an multi-directional movement, 360° spins and impressive drifting capabilities. creating a charming ’s bests alongside Rainbow Unique omni wheels, a light-up body shell, sound and smoke effects as well The new collection sit re the Pooh Hundred Ac as a supersized rear spoiler complete this striking speedster, bringing selling Disney Winnie ranges. d Forever infant toy Gotham-inspired action to life. Wood and Always an

100 years of Winie the Pooh

From screen to playroom JUST PLAY

uksales@justplayproducts.com Little ones can enjoy bringing all the onscreen fun of Mickey Mouse Clubhouse into the playroom. Disney Jr. Oh, Toodles! Plush Mickey Mouse holds his bright Toodles computer and offers children three interactive play modes to enjoy. Little fans can solve problems using Mouseketools, they can listen to lively tunes in Music mode, and they can hear Mickey Mouse call his best friends. This adorable plush toy is sculpted from soft plush and features embroidered and appliqued details. Standing 11.25 inches and featuring embroidered and appliqued details, the Oh, Toodles! interactive plush toy reinforces fine motor and comprehension skills, while providing hours of play opportunities for little ones.

Hola Animigos! ONE FOR FUN

sales@oneforfun.com I oneforfun.com Tobar’s Animigos range of animated plush animals continues to grow with the addition of great family favourites. Animigos World of Nature range has won acclaim and awards for the lifelike depiction in plush of the world’s animals. All of these are suitable for infants, including the Mini Animigos, with over 100 species crafted in great detail. Check out the addition of an Otter Mum with her baby – 30cms, plus a Red Fox and a Deer, also 30cms. Smaller additions are the Black Cat and the lovely Duckling. Animigos World Of Nature includes educational information on all the animals. There are some unusual animals to embrace – look for the Okapi, Arctic Fox, and the ever popular Axolotl. While the Pointer puppy, grey fluffy cat, and seal pup, are well known and loved. From domestic to exotic the Animigos range has it covered.

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NEW 'DKKN !DÑQÌ

Play Zones

AW26

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Answer pretend calls or place in stand to enjoy playful sounds

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Teaches First Words Fine Motor Skills Numbers

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For more details contact 01235 555545 or trade.sales@vtecheu.com

9-36 Months

S R E T S E T Y O T P TN MAN OMNI RACER BLADEZ TOYZ BAT

Kobi Elena May

Summer

Off to the races! We’re blazing to Gotham City with the Bladez Toyz RM Batman Omni Racer remote control car and our superhero Toy Testers. Bladez Toyz has the best vehicles and tech, and the Batman Omni Racer combines the two! Drive, drift – and you can even drive diagonally or sideways! With electronic sounds and a smoke effect feature, plus an eye-catching light-up body shell and rechargeable battery, the Batman Omni Racer is unbeatable!

“Sick” Toby, 9

Toby

Mum Hailey & son Toby (9) Toby loves all things action, including bikes and figures. He would have loved this for Christmas and now he’s got it early as a Toy Testing present. He regularly plays with radio control toys and he loves Batman. Toby described it in one word: “Sick!” He also said: “The tricks are insane. I love the way it drifts and its got really sharp manoeuvres. It’s ace to drive. I wanted a radio control car for Christmas and now I’ve got one. I hope I can now get an ebike too” he said cheekily. Mum liked the small size with all its stunts and features and she also had great fun with it too. Coo, there was no stopping the adults!

Mum Victoria, partner Chris and daughter Elena May (7) Victoria told us that Elena May doesn’t normally play with radio control cars, saying: “She typically likes cuddly toys, dolls and dressing up. It was a great surprise to see her with the Batmobile.” Her partner Chris agreed: “Me and Elena May finally have something in common when it comes to the kinds of toys we love. I’m a big fan of RC and I really like this one. It’s superbly nippy and easy to control, which is great for both a beginner like Elena May, and my rusty skills! “The omni direction aspect of the car is rare. It means that the vehicle

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can move in any direction – forward, backwards, diagonally, and straight sideways – as well as spin in place. It’s got some great turns especially when actually spinning on the spot.” Mum couldn’t wait to have a go either, telling us: “This is a lot of fun! We’re going to see this coming out of the cupboard, a lot. I’m buzzing to have another go.” Elena May wasn’t best pleased but still taught her Mum some moves. We asked Elena May if she could describe what she thought of the Batman Omni Racer in one word, she said: “It’s a W.” Those plugged into Gen Z slang will know this means ‘a win’. Whatever next! Mum Connie and daughter Summer (6) Elena May wasn’t the only girl in the room rewriting what makes a great toy for girls. Summer explained: “I sometimes play with a tractor RC but I normally like riding on my scooter and playing with my dolls house. My favourite thing is my unicorn toy, although I really do like this. It’s been fun and exciting. It goes so fast and I love how it lights up. Smoke even comes out the engine!” (Note: the ‘smoke’ is in fact a clever effect created by filing up the

exhaust with water). Mum and Summer had a thrilling race. Nothing like a Mum and daughter duel. Mum told us: “I’m so surprised that she’s so hooked on this RC car. She is so girly and doesn’t ever go for boys’ toys. She does really like Batman though and it’s great to see a different side to her. She’s so excited and what makes it even better is how easy it is to use; the controller is great for little hands.” Mum Katy and son Kobi (7) “Excellent,” was what Kobi told us when we asked for one word to describe it. He said: “I like that it can ‘turn like this’ and ‘like that’’ (Kobi proceeds to show us some omni-directional RC moves). When we asked if he would give it 10 out of 10 he immediately said, “11. If I could attach a cool gun that would then be 100.” Kobi was pretty protective over anyone touching his new toy exclaiming: “Be careful with it!” Ok, so the TnP team were hovering,

and Mum Katy apologised with a smile: “Sorry, he clearly sees this as strictly his.” Mum was also strictly off limits on having a go. Katy also said: “He likes ‘boy’ stuff. He’s a rough and tumble lad, and this robust Batman Omni Racer fits the bill. He plays with radio control cars a lot and this one is unique with all the extras. It moves in so many directions. The low growl of the engine is impressive, too”

“I’m so d that surprise ed on hook she’s so so girly ar. She is o for this RC c g sn’t ever and doe s.” boys’ toy

mum to Connie, er, 6 Summ

The result We’re not quite sure whether the kids or the adults liked the Bladez Toys Omni Racer more. One thing we do know is that it was great to see them and their parents having the best time together. And that is what it’s all about.

CONTACT Bladez Toyz 023 9265 3104 sales@bladeztoyz.co.uk bladeztoyz.co.uk

OCTOBER 2026

FEATURE

OUTDOOR TOYS & RIDE-ONS

DOLU

MV SPORTS

Scorching sales With scorching summers set to become the norm in the UK, outdoor toys are set to shine. From bikes and scooters, to play houses, water trays and garden games, we take a look at what’s hot in this evergreen category Outdoor toys shone this summer as the country basked in record-breaking heatwaves and a prolonged dry spell. Paddling pools, bikes, trikes, scooters and garden games were perhaps only outpaced by sales of fans and Google searches into the cost of freestanding air condition units. With forecasts of scorching summers becoming the ‘new normal’ in the UK, SJR Associates’ Steve Richardson, who distributes the Turkish toy company Dolu’s outdoor range in

the UK, expects soaring sales. “Predictions for future years, and if you look at recent summers for evidence, that we will continue to experience hot weather is a major plus for retailers that stock outdoor toys,” he says. Predictions “Dolu is fully equipped to help them for future years… take advantage of this. Dolu is not just that we will fantastic on quality and prices, we continue to move quickly. If you sell out of our stock in April, for example – which experience hot happened this year – we can get your weather is a stock replenished with no delay. It major plus for means you can head into the next retailers that month fully stocked and don’t miss out on valuable sales and profits.” stock outdoor Making hay while the sun shines, toys so to speak, is key in the outdoor category, but it’s not the only driver Steve Richardson, of demand, says MV Sports MD Dave SJR Associates Poulter. The category is coming into its most important quarter, and that means quality, value, and the right licences are key. “Weather can influence short-term demand in the outdoor toy category, particularly during peak seasonal periods, but it is not the sole driver of performance,” he says. “We focus on developing ranges that offer flexibility, with many products suitable for both indoor and outdoor use, helping to

“

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WILTON BRADLEY

maintain momentum regardless of conditions. “Alongside this, we prioritise easy assembly, portability and clear play value, allowing families to engage with products whenever opportunities arise,” he adds. “From a commercial perspective, we work closely with retailers on range planning and promotions that are not solely weather led, supporting more consistent performance across the season.” MV Sports is well-known for its licensed products, and this year launched its Kpop Demon Hunters line, an expansive collection including bikes, scooters, skates, skateboards and a complementary line of safety accessories. With Christmas approaching, licensing adds another layer of value – and messaging becomes key. “From a marketing perspective, we work closely with retailers through ongoing social media activity and our Retailer Toolkit, which provides assets and content to support strong online listings,” Dave adds. “This helps ensure product benefits are clearly communicated and easy for consumers to understand at the point of purchase.”

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HOVERBOARD

ELECTRIC DRIFT GO KART

UK: 8 Wentworth Road, Heathfield Ind.Est, Newton Abbot, Devon, TQ12 6TL HK: 409-410 4th Floor, New East Ocean Centre, 9 Science Museum Rd, Tsim Sha Tsui East, Hong Kong LA: Suite 870, 1960 East Grand Avenue, El Segundo To book an appointment or see one of our Showrooms:

01626 835400

TnP Advert 4 Lay.indd 1

sales@wiltonbradley.co.uk

www.wiltonbradley.co.uk

21/09/2026 09:30:46

FEATURE

OUTDOOR TOYS & RIDE-ONS

Bear

necessities MV SPORTS 01217488000 | sales@mvsports.com | www.mvsports.com

Few licences capture the warmth of early years quite like Winnie the Pooh. Soft colour palettes, nostalgic storytelling and multi-generational appeal make it a consistent performer at retail, and this latest preschool range blends character charm with everyday functionality for modern families. Leading the adventure is the Winnie the Pooh Deluxe Bobble Ride On, designed for little ones just beginning to explore the world on wheels. With its soft neutral tones and beautifully integrated character artwork across the plaque, frame and wheels, the aesthetic feels elevated and gift ready from first glance. The wider handlebars and supportive seat help encourage balance and coordination as toddlers build confidence, while the double rear wheel design adds reassuring stability for those early wobbly moments. Smooth rolling wheels make it suitable across different floor surfaces, ensuring it transitions effortlessly from living room laps to kitchen circuits. For retailers, it delivers strong visual impact with a softer, contemporary take on a classic licence, ideal for first birthday gifting and key seasonal events. Complementing active play is the Winnie the Pooh Play Tent, a

statement piece that brings storytelling to life in any play space. Standing tall with fully printed panels, it creates an immersive hideaway where little imaginations can roam. The charming graphics featuring Pooh and friends offer instant recognition, while the tie back door detail allows children to choose between an open social space or a cosy den. Designed for both indoor and outdoor use, it is easy to assemble and just as simple to pack away, making it a practical solution for parents and an exciting centrepiece for children. The ideal nursery musthave is the Winnie the Pooh 12 Piece Play Mat, a versatile soft play essential that works seamlessly alongside both the ride on and the tent. Featuring twelve interlocking tiles with gentle pastel backgrounds and beloved character moments, it creates a comfortable, cushioned base for playtime. Whether used for tummy time, early steps or as a defined play zone under the tent, the mat adds both comfort and visual storytelling to the home. The modular design allows parents to configure the layout to suit their space, offering flexibility that resonates strongly with today’s consumers.

Winnie on the go! Turn everyday car journeys into fun, comfortable adventures with this charming range of officially licensed Winnie the Pooh travel accessories. Featuring bright, cheerful graphics of much-loved character favourites, each product is designed to bring a touch of Disney magic to family travel while keeping little ones comfortable and entertained. The practical car seat organiser helps keep travel essentials neatly within reach, with multiple pockets for books, tablets, snacks, drinks and toys. It also doubles as a protective kick mat, helping shield your car upholstery from muddy shoes and everyday scuffs. For added comfort, the soft plush travel pillow provides gentle support for cuddles, resting and napping. Lightweight and compact, its handy button fastening makes it easy to attach to bags, prams or backpacks, so a little extra comfort is always close by. The range is completed by roller blind sunshades, designed to help reduce glare and keep bright sunlight out of little ones’ eyes. Easy to attach with a suction cup and featuring a convenient quickrelease button, they can be quickly retracted when no longer needed. Together, these lines create a cohesive Winnie the Pooh preschool collection that balances movement, imagination and comfort. With timeless character appeal and a soft, design led finish, the range offers retailers a commercially strong opportunity to drive cross category sales while delivering the gentle magic families continue to love.

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FEATURE

OUTDOOR TOYS & RIDE-ONS

Transforming play into learning WILTON BRADLEY 01626 835400 | sales@wiltonbradley.co.uk | wiltonbradley.com

Coming soon!

The Toyrific team believes the best learning happens when children are fully immersed in play. For children aged three to eight, hands-on discovery, imaginative exploration and problem-solving aren’t just fun, they’re the foundations of STEM learning. That’s why the brand’s latest range, featuring the Play Tray, has been designed to spark curiosity while supporting key developmental milestones. The Play Tray, in red, plus new pink and blue colourways, is a versatile hub for sensory exploration. Whether filled with sand, water, rice or craft materials, it invites children to experiment, measure, pour and create. Adjustable heights make it suitable for growing children, while the easy-clean design keeps play practical for parents and educators alike. From early maths concepts like volume and capacity to fine motor skill development, the Play Tray transforms everyday play into meaningful learning. All Play Trays feature built in hand grips and a compact size, meaning it fits through doorways without tilting so parents and caregivers can move the tray from kitchen to garden with zero hassle. Made from food-grade plastic

Toyrific is expanding this popular range, with a number of new additions coming through in the near future, including:

with a handy pouring corner for easy clean up, this tray is perfect for foodbased play or snack-time experiments. The adjustable legs offer three height settings to suit different ages and stages, while removable legs and rubber feet protect floors and save space. The Play Tray is available in two exciting themes: Play Tray Activity Table - Sea and Dino Theme Including two distinct play mats sea and dinosaur – it comes with 16 themed toys and 500g of magic sand to spark hours of sensory play and learning. Play Tray Activity Table - Farm & Safari Theme. The engaging play mats include farm and safari themes to spark kids’ imaginations, and comes with 500g of magic sand, plus a variety of animals for the ultimate experience. Together, these products reflect Toyrific’s commitment to purposeful play. By combining movement, creativity, experimentation and imagination, we empower children to question, explore and build confidence through discovery. Because when play is thoughtfully designed, learning comes naturally. Keep an eye out for the new square design and the deep tray and accessories – coming soon.

Smaller square top – easier to put up, with fewer pieces and legs, for smaller spaces Clear plastic with a step-down tank – great for bubbles and water play as this gives an ‘under the sea’ effect Storage pots for the sides – ideal for storing crayons, chalks, bubble mixes and more Table covers – tents in different themes to add to the play value

Also now available in pink and blue! 56

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FEATURE

OUTDOOR TOYS & RIDE-ONS

Hitting the target DIFFERENT TOYS

Wheel appeal DOLU 07850 779797 (Steve) | 07877 443733 (Ria) sales@sjr-associates.co.uk | dolu.com.tr/en Dolu is now one of the major manufacturers for all outdoor and wheeled toys. We have added two new sit’n’rides to the range, which have had a fantastic response at Olympia. Plus, we have extended the matt finish to some of the wheeled toys for this year. As a point of reference, many think tractors and trikes etc sell best in summer. In reality 60 per cent of sales are September to December. Tractors are a huge business for us and represent round of 15 per cent of our total income. All our wheeled items including the tractors come with a pink option which considerably increases sales. We also manufacture over 200 other ranges that we produce for Christmas and all year round. These include under licence ranges from Fisher Price, Barbie and Hot wheels. We also produce nursery ranges such as high-chairs and so much more. This year we have had unbelievable weather. The big plus for our customers, especially those who used to buy from China, is they have been able to place repeat orders with us in For those interested, current order to maximise their lead times from placing orders sales. can be just four weeks. Everything we make is at our factory in Please contact Ria or Steve for Istanbul and we have more information. no minimum order quantities (MOQs) as all is delivered direct from Turkey including Mattel items manufactured under licence and our nursery range.

Contact for more

07826 844824 sabrina@differenttoys.co.uk differenttoys.co.uk Different Toys has partnered with Petron Sports to promote its archery inspired brands Stealth and Sureshot, and is offering a number of shooting and target products for outdoor play. Designed for amazing accuracy with unique safety trigger systems, the Petron range is built for strength and durability and provides great fun for all the family. The Sureshot range is designed for children age 6+ and includes a number of combination packs to introduce young shooters to the skill, with Petron’s award-winning Sureshot Crossbow Target Combo Pack the ultimate target toy. The Crossbow and 25cm diameter Target are also sold separately, alongside an Archery Set, Blowpipe and a Handbow with a pistol grip format offering different shooting styles. Older children age 8 and over can also choose from the Sureshot Pistol with compact pistol grip and the long barrel Rifle with front and rear sights, both with a pump action system for charging. Each set includes Sureshot’s super safe sucker darts or arrows, with accessory sets also available for managing spares. For the more advanced enthusiast, the Stealth range offers significantly increased power, range and speed and also includes crossbow, handbow, rifle and pistol sets with the look and feel of real versions but shooting with sucker darts for a safe play environment.

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Bouncing into Q4 ONE FOR FUN sales@oneforfun.com oneforfun.com HGL and Tobar, brands from One for Fun renowned for their exciting outdoor ranges, are bouncing into the fourth quarter with a vibrant collection of classic and contemporary outdoor toys designed to get kids moving and having fun. Leading the way is the muchloved Hopper collection, where nostalgia meets modern play. Under the Tobar Classics range, buyers can rediscover a true vintage favourite with the Retro Space Hopper. This iconic 1970s design is the original orange hopper that everyone knows and loves. Just as fun today as it was then, the 60cm hopper includes a foot pump and is suitable for children aged six and over. Adding a modern twist is the Flashing Space

Hopper, with motionactivated LEDs that create a dazzling display of flashing lights. HGL has pogo sticks and best-selling scooters including the dinosaur and unicorn versions of their Bubble Scooter. Outdoor pop-up play tents too. And for families looking to pack maximum fun into one box check out the Fantastic Fun Box. Designed to deliver endless entertainment, this 12-piece set is bursting with exciting games and activities, including a flying glider, flying disk, sticky target game, classic kite, and more. Perfect for outdoor adventures or indoor fun, this box is a must-have to create unforgettable family moments. Perfect for garden play, beach trips or even indoor fun, it’s a great-value gift item.

Outdoor adventures SIMBA SMOBY 01620 674778 sales@simbasmoby.com Simba Smoby is set to bring even more adventure to the great outdoors for pre-schoolers with the introduction of a new playhouse to its best-selling Smoby Life range. The Smoby Life Adventure House is an allencompassing large play area built on two levels. It has so many features, including a slide, trap door and climbing walls, and there’s plenty of room, making it perfect for siblings and friends to play together. As with the wider Smoby Life range, the Adventure House is both durable and aesthetically pleasing, making it a perfect choice for even the smartest of gardens. Products in the range are all made from a high percentage of recycled plastic and, thanks to UV protection, it stays in great condition, no matter what the weather. Other playhouses in the range include the Smoby Life Mud Cooking House, new for this year, while for smaller play opportunities there’s the new Smoby Life Mud Kitchen and Smoby Life Activity Wall.

OCTOBER 2026

CONSUMER

INSIGHT

What makes an IP move?

Look beneath the rank

The Lego Group

A single snapshot cannot tell the full story of a property’s true popularity or where the biggest opportunities lie for licensing, says The Insights Family

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Drawing on continuously collected data from kids aged 3 to 18 across 22 markets, the Index gives a quarterly view of how kids engage with IP

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In the latest quarterly reading of The Insights Family’s new IP Engagement Index, more than three times as many kids named Supergirl as did three months earlier, sending her up 153 places to rank 55. Sailor Moon climbed 282 places over the same window, for a very different reason. Every IP in the Index is assessed through four lenses: Engagement, Reach, Category Diversity and Peak Fans. Together they distinguish how deeply audiences engage with an IP, how widely it connects, how broadly it operates across formats, and the strength of its most committed fans. When a property moves, those four components show which of them moved it. That is what’s different about this ranking, it’s not another measure of popularity, it goes much deeper than that. Popularity tells you the size of the moment. Engagement tells you the quality and shape of the opportunity. The methodology is built to hold that distinction: reach

reading captures both the campaign that preceded it and the first five weeks in cinemas. Supergirl’s 153 is scaled logarithmically, deliberately, so that established franchises cannot simply overwhelm smaller properties through sheer scale. Drawing on continuously collected data from kids aged 3 to 18 across 22 markets, the Index gives a quarterly view of how kids engage with IP. This reading tells three stories, each with a different component behind it.

Supergirl: recognition at scale

The film opened on 26 June, so this

places came almost entirely through reach, the component measuring how widely an IP spreads across the kids’ population. What did not move at the same pace is the more useful finding. Her behavioural signals stayed broadly flat across the quarter. Substantially more kids knew who she was, and deeper engagement had not yet caught up. This is arguably the clearest illustration of why the Index exists. For a licensor, it is evidence that marketing and content have successfully

more intensely engaged. When an IP falls, the same readings apply in reverse, and they point to different responses.

The value is underneath the score

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Mario: when one release moves an entire catalogue

The Super Mario Galaxy Movie opened on 1 April, so the previous reading captured only its opening month. May to July is the first full quarter to sit entirely behind the release. It went on to become the first film of 2026 to pass a billion dollars at the global box office, and arrived on Peacock on 30 July, inside the same measurement window. What the Index picked up was bigger than Mario. He climbed 77 places to rank 73, Donkey Kong rose 79 to reach 98, Mario Kart gained 64 and Mario and Luigi 123. Nintendo finished the period with eleven of its thirteen tracked properties rising. Because the movement runs across Mario, Donkey Kong, Mario Kart and Mario and Luigi together, Nintendo’s franchise strength can be read as a cross-platform effect rather than the performance of a single character. That is a practical tool for portfolio planning, retailer pitches and range architecture. It also surfaces adjacent character and property opportunities, and informs the decision that sits behind many licensing programmes: whether to license narrowly around one property, or across a franchise universe.

Sailor Moon: when engagement moves first

Sailor Moon climbed 282 places to rank 154, and the movement came through behaviour rather than recognition. Kids were acting on the franchise rather than simply registering it.

OCTOBER 2026

measurement periods, and it looks to have built momentum. Behaviour moving ahead of recognition is worth catching early. It signals to a licensee that something is already happening inside the existing audience, before it becomes obvious through mass reach. The signature is the opposite of Supergirl’s: one property climbed on reach, the other on depth of engagement. The rank tells you something changed. The components tell you what, and what that change might mean commercially.

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widened the funnel. For a licensee, it marks where the opportunity sits in its cycle: the audience has arrived, and the next question is what that audience does with it. Read together, the two identify an IP at a particular and commercially interesting stage of its development, and the current period will show whether recognition has converted into action.

Behaviour moving ahead of recognition is worth catching early. It signals to a licensee that something The original 1990s series returned to is already US television on Adult Swim in March, happening stripped daily as back-to-back double inside the episodes rather than a weekly slot, existing and continued into May. That timing audience stretched the exposure across both

Read across successive readings, those components separate an IP that is being noticed from one that is being acted on, and show where the momentum is coming from. For a licensee assessing a territory, a licensor strengthening the evidence behind a pitch, or either side trying to understand what a campaign, release or content strategy actually did, that is the distinction that matters. Because the Index is collected continuously across kids aged 3 to 18 in 22 markets, and can be segmented by age, market, gender and interest category, it moves the conversation on from how popular an IP is, or which one kids name as their favourite, to something considerably more useful: what kind of engagement does this IP have, with whom, and what is driving it? If you would like to see where your own properties sit or explore what the Index could tell you about an IP you are considering, visit theinsightsfamily.com or email hello@theinsightsfamily.com. Source: The Insights Family, Engagement Index, May–July 2026 vs February–April 2026. Kids aged 3–18, 22 markets.

What it means when an IP goes up, or down

A rise or a fall is not, by itself, the insight. A rise in reach means more kids are entering the audience. A rise in engagement means the audience is doing, thinking and feeling more around the IP. A rise in category diversity means the property is establishing itself across more formats. A rise in Peak Fans means the core audience is becoming The Insights Family is the global authority for real-time market intelligence on the Family Economy. The company owns the world’s largest independent and continuous dataset on kids and parents, empowering brands, agencies, and IP owners to capture the attention of family audiences and drive measurable commercial impact through data-led decision-making.

DON’T MISS… Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now! er Pots Product: Build-a-Bloom Flow ey Company: Lesser & Pav Tel: 01322 279 225 Email: sales@leonardo.co.uk Web: leonardo.co.uk

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Product: The Robber’s Grave Company: The Mystery Agency   Email: info@themysteryagency.com   Web: themysteryagency.com

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Product: Subaru Impreza WRX STI Company: Cobi Toys UK Tel: 07584 858978 Email: l.crocker@cobitoys.co.uk Web: cobi.eu

Product: Wildblooms Company: Thames & Kosmos Tel: 01580 713000 Email: sales@thamesandkosmos.co.uk Web: thamesandkosmos.co.uk

Product: Keelec o Botanical Ga rden Company: Keel Toys Tel: 01233 5063 63 Email: sales@ke eltoys.com Web: keeltoys .com

Product: Scary Cute collection plush Company: Warmies Tel; 01933 679 777 Email: myorder@warmies.world Web: warmies.world

Product: Aquabeads One Piece Starter Craft Kit Company: Epoch Making Toys Tel: 0843 557 4062 Email: customerservices@epochmakingtoys.com Web: epochmakingtoys.com

OCTOBER 20206

19th-21st JANUARY 2027 AT OLYMPIA, LONDON Pre-register for your FREE visitor badge at toyfair.co.uk Meet over 200 exhibitors in one place

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Meet Jazwares, Rainbow Designs, Flair, Plus-Plus, IGLOO, Peers Hardy, Buddy and Barney Ltd, and many more! Please note Toy Fair is unfortunately not open to the public. For more information on exhibition and sponsorship opportunities please email majen@btha.co.uk For PR enquiries please email toyfair@retailpr.co

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