September 2025
Chairman Malcolm Naish
malcolm@lemapublishing.co.uk
Managing Director Mark Naish mark@lemapublishing.co.uk 01442289953
Sales Director Claire Naish claire@tnpmedia.co.uk 01442 289937
Editor Rhys Thomas rhys@lemapublishing.co.uk
Retail Editor Clare Turner clare@lemapublishing.co.uk
Production Director Paul Naish paul@lemapublishing.co.uk 01442 289933
5 Editor’s Letter with Rhys Thomas
6 What’s New
The latest product you need to get your hands on
8 News
The latest from the industry
48 Trade Talk
Suppliers share their insight into the latest topics
54 Don’t Miss Must-stock items for retail
16 Cover Story
LeapFrog unveils LeapMove, its latest innovation
20 Ask the Experts
Toy media experts weigh in on Q4 marketing
36 Interview
TnP visits Bigjigs founder Liz Ireland as the company marks its 40th anniversary
24 Q4 Marketing
Suppliers share their products and campaigns as the golden quarter kicks off
40 Construction Toys
The latest products from the evergreen category
32 Just Play UK
Interactive FurReal Handfuls are put through their paces
46 Golden Bear
Family fun with award-winning family game No Brainer
52 Autumn Fair
Lema Publishing Ltd Unit 1
Broomstick Industrial Estate High Street Edlesborough, Buckinghamshire LU6 2JA
At the heart of retail
Event director Soraya Gadelrab on why the show is vital
18 Albatross Toys & Models with Delyth James, owner of the Aberystwyth indie
34 Sugartown Toys with Jo Kempsmith, owner of Suffolk’s newest toy shop
44 Indie Opinion
Jollys Toys owner Charlotte Croser pivots into success
53 Retail Opinion
John Ryan ponders the annual game of discount chicken in the Christmas run-up
Hello everyone. I’m thrilled to be editing my ‘first’ issue of Toys n Playthings this month - and what a month it’s been (more on that later). To say this is my first issue is only half true. I’ve worked on more than 100 issues of TnP over the years and, after a hiatus from the toy trade, I’m glad to be back. Thanks to everyone who has already reached out, and the familiar faces I’ve bumped into at the Toymaster May Show, Harrogate Home and Gift, and the handful of meetings over the past month - many of whom have swapped companies and job titles, such is the toy trade.
And what a month to return. No sooner had I started than the Grant family announced they were stepping away from The Entertainer and placing their incredible business in the hands of the employees. Gary Grant, who co-founded the business with his wife Catherine 44 years ago in 1981, said it as a “momentous day” for the family, all of whom are shareholders. A class, people-oriented move to the end - and no doubt a new chapter for the company under the stewardship of Andrew Murphy OBE, who will head the company as Group CEO of parent organisation TEAL Group Holdings.
Rhys Thomas
year. Circana think they might, revealing that the UK toy market is now about 8 per cent ahead by sales value compared with the same period last year - the kidult effect and licensed collectibles being the main driving forces.
“ ”
I’ve worked on more than 100 issues of TnP over the years and, after a hiatus from the toy trade, I’m glad to be back. Thanks to everyone who has already reached out
Elsewhere it seems Christmas has come early, even as the country swelters and many kids are still clinging on to the final days of their summer holiday. Selfridges, John Lewis and Argos all cast their votes for this year’s festive must-have toys, highlighting what they think will be best-sellers. They’re a decent yardstick to measure against and will no doubt be a boon for the products that made the lists. But, as ever, DreamToys will be where we learn what the wider industry thinks - a more measured and often accurate take, coupled with some great promo for suppliers as the Christmas shopping season gets into full swing.
That is if consumers start spending earlier this
Our cover story this month feature’s LeapFrog’s award-winning and top toy for Christmas-listed LeapMove. Designed with real learning in mind and some clever tech, it ticks all the boxes we’ve come to anticipate from LeapFrog. Sophie Taylor, brand manager, LeapFrog tells us that it’s pushing boundaries by “blending traditional learning with progressive technology and physical movement”. Hop on over to page 16 to learn more, as well as learn about plans to promote the line all the way through Q4. We were also invited down to Bigjigs HQ in Folkestone in August, as the company celebrates its 40th anniversary. It’s a real milestone for founder and MD Liz Ireland, and you’d be hard pressed to find anyone in the toy industry who doesn’t respect what this family-run business has accomplished over the decades. Today it continues to push ahead, and has become the home of other British staples, fromThe House of Puzzles to Fiesta Crafts. Read more about our visit from page 36. Finally, if you’re reading the hard copy of this issue, you’ll also have received our second garden centre supplement of the year, giving buyers and suppliers an in-depth look at how this increasingly important avenue for toy sales is performing. There’s some great insight from buyers, our regular column from Dr. Greenthumb himself (not that one, hiphop heads) The Garden Centre Association’s chief Peter Burks, plus plenty of product inspiration. We hope you enjoy and learn something - and if you’re looking to tap into the garden centre segment, do let us know.
Editor Rhys Thomas
wholesale@connetixtiles.com www.connetixtiles.com
Bringing a new spin to magnetic tiles, Connetix is once again proving there are no limits to creativity and open-ended play with its latest global launch. Introducing three exciting new ranges; the Portal Range, Glitter Range and Light Up Range, alongside an advanced new collection designed for older builders, the Pro Line, the award-winning STEAM and MESHaccredited brand continues to inspire with limitless hands-on learning possibilities and the next level of construction fun!
Driven by a passionate team of educators and industry leaders, the new ranges have been thoughtfully designed with elements of light, sensory wonder and real-world engineering innovation to deliver something entirely unique to the market, while expanding on the trusted educational benefits and play value of Connetix.
Showcasing the brand’s commitment to quality with every innovation, the 28pc Light Star Pack debuts a rechargeable light-up magnetic tile that transforms
Castle Pack and the 56pc Glitter Unicorn Pack bring a standout feature to the industry: ultra-fine iridescent glitter that creates multi-coloured sparkle effects to explore colour and light like never before.
Discover an exciting new dimension with the 48pc Bright Portal Pack. Featuring three different sized squares designed to mixand-match including unique open-frame pieces and mini-squares with Connetix Smart-Spin technology - offering endless combinations and new ways to create, learn and play.
inner-child drive for building sets with a sophisticated new Pro Line designed to inspire older children and kidults alike. The Pro Constructor Set showcases smaller tiles with industry-first innovations and superior magnet strength allowing builders to level up designs and Build Like a PRO.
Connetix is entering an exciting realm
Construction sets being one of the fastest growing super categories in the UK and a top global performer, coupled by the rapid growth in consumers aged over 12-years-old, places Connetix in a strong position to support retailers ahead of the peak sales period.
New from Wilberry Toys, part of the much-loved family business The Puppet Company, is the Teddy Bears Picnic set, the latest addition to its enchanting range of soft toys. The adorable set truly captures the charm of traditional childhood play, sparking endless creativity and joy for children and parents alike
The Teddy Bears Picnic set features three irresistibly cute mini teddy bears tucked up in their very own soft picnic basket and complete with a red checked picnic blanket. Each bear is dressed in most adorable gingham outfits with the sweetest coordinating bow or bowtie accessories. Crafted from high-end, super-soft fur and tested to the highest safety standards, the Teddy Bears Picnic set is suitable from 12 months and up. The bears are perfectly sized for small hands and offer a comforting, sensory experience that’s both safe and engaging.
Charlie Bears
uk-sales@charliebears.com
www.charliebears.com
01620 674 778 | sales@simbasmoby.com
Demand for the Jada Toys Street Fighter Deluxe Collector 6” Action Figures range is booming! Kidults will be eager to learn of the all-new Series 4 figures landing this autumn/winter. The extended line will feature Vega, Blanka, and Sagat, who are hotly anticipated by fans, taking the total number of characters to collect in the range up to 15. Each figure has 25plus points of articulation and comes in creative, arcade-game-style boxes, with alternate head, hands and power pose accessories.
www.lego.com
Launching this month, the Lego Harry Potter Hogsmeade Village - Collectors’ Edition is a highly detailed set that invites fans to relive magical moments from the Harry Potter films. This build captures the charm of Hogsmeade in winter, with seven iconic buildings, including the first-ever LEGO versions of Zonko’s Joke Shop and the Hog’s Head pub. This 3,228-piece set includes 12 minifigures, featuring beloved characters like Harry Potter, Ron Weasley, Hermione Granger, Professor McGonagall, and Aberforth Dumbledore. Built in three sections, with seven distinct buildings, the set is the same scale as previous LEGO Harry Potter sets, such as LEGO Diagon Alley or LEGO Gringotts Wizarding Bank, which can be connected for display.
This October, collectable bear brand Charlie Bears unveils the second instalment of its collaboration with beloved Nordic brand Moomin. The licensing partnership brings to life an exquisite collection of handcrafted Moomin characters, which offer a luxury gifting solution tailored to discerning Moomin fans, as well as Charlie Bears’ global following of collectors.
The exclusive Charlie Bears Signature Moomin Collection features nine meticulously crafted, limited-edition characters that capture the magic of Tove Jansson’s Moomin stories. The iconic characters have been reimagined through the artistry and detail synonymous with Charlie Bears’ dedication to the traditional, time-honoured techniques of teddy bear craftsmanship.
The Grant family are handing ownership of The Entertainer to its workers, transferring 100 per cent ownership of the business to an Employee Ownership Trust (EOT).
The transfer of ownership to 1,900 The Entertainer’s employees will be complete this month, and is “the culmination of a long-term succession plan and will ensure the group remains independent with its employees as beneficiaries, while preserving both the family’s legacy and the family feel of the business”, the company said in a statement.
Gary Grant, who cofounded the business with his wife Catherine in 1981, and is Executive Chairman of the company’s parent TEAL Group Holdings, said the announcement was a “momentous day for the Grant family”.
Golden Bear Toys has restructured its sales team and welcomed a number of key appointments in a move reflecting its evolution into a global, brand-led business.
baton in the way in which the family would have wanted”.
Becky Matthews has been appointed global brand and marketing director, stepping away from her UK sales responsibilities in order to fully focus on accelerating the growth of Golden Bear’s brands worldwide.
Gary Grant “ ”
Over the last 44 years, we have invested our working lives into this business. All our children are shareholders, and our two oldest sons joined to work alongside us 20 years ago – so it’s truly a family business
Staff will be rewarded through tax-free bonuses based on the amount of profit the business generates in the future, and will hold influence over the future direction of the group, sharing both the responsibility and the rewards of having a stake in the business’ success.
“Over the last 44 years, we have invested our working lives into this business. All our children are shareholders, and our two oldest sons joined to work alongside us 20 years ago – so it’s truly a family business,” Gary added.
Grant told the BBC that a cash sale would not have been “passing on the
“We’d like to send our sincere thanks to all our employees, who have worked hard to make The Entertainer what it is today. When we started the business, we had a vision of keeping an unwavering focus on children and community through creating memories, inspiring wonder and delivering outstanding service,” he said. “We couldn’t be more proud that this still remains at the heart of the business today, thanks to the daily enthusiasm of our staff –many of whom have worked for us for many years. Because of this, ensuring our employees have a place in the Group’s future is hugely important to us.”
After five years of successfully driving international growth, Claire Vernon has been promoted to head of global sales, where she says she looks forward to “leveraging my international experience to unlock new opportunities and expand in key strategic markets” around the globe. Hannah Green has also been promoted to global ecommerce account manager, while Saskia Hamilton progressed to a junior global account manager role.
Andrew Murphy OBE, who will head the company as Group Chief Executive Officer of TEAL Group Holdings, said: “What the Grant family have built is a true British success story – all the more impressive for having consistently championed the belief that business can be a force for good across the communities they serve.”
He added that the family had left the company in a position of solid financial health and with a strong growth strategy in place.
A newly created Colleague Advisory Board will help shape policies, share colleague sentiment and ideas, and will have a representative that will sit on the three-person Trust Board.
To support the company’s continued global ambitions, former Asmodee and Playmonster man Rob Sherlock has joined Golden Bear as global account manager, and Oliver Hales has been appointed business development manager to support growth opportunities. Michelle Fox has retried from the sales team after 19 years with the company.
Barry Hughes, Managing Director of Golden Bear Toys, said: ”I’m really excited about our new structure and the next stage of our development at Golden Bear. We’ve got a super talented team and this re-organisation should really help them thrive as it positions us for growth. We’re on the launch pad to an exciting couple of years ahead.”
Spin Master has promoted Marc De Vellis to EVP and president of its Digital Games and Creative Centre.
Marc previously served for three years as global head of studios, digital games where he is credited with playing a “pivotal role” in defining the division’s goals and success.
“His deep industry expertise and passion for play will further our vision to spark moments of connection and imagination through playful, inclusive experiences for kids globally,” said said Spin Master CEO Christina Miller.
In his new post, Marc will oversee all aspects of the toymaker’s digital game brands, including Toca Boca and PikNik,
which draws an audience of 58 million players.
Marc said: “Together, with our studio teams, we are delivering meaningful digital experiences and fostering the next generation of creators, thinkers, and storytellers.”
Staedtler UK has named Thomas Randrup as its new managing director for the UK, effective 6 October.
A well-known leader in the toy trade, Thomas joins the stationery manufacturer after holding a number of senior roles at Tactic Games, The Hobby Company Limited, and Revell.
“Thomas brings with him a wealth of general management experience, as well as in the highly relevant and adjacent sector of toys,” said Philip Wesolowski, Staedtler regional director, EMEA.
In his new role, Thomas will lead Staedtler UK’s operations, driving forward the company’s commercial strategy, market positioning, and customer engagement as it continues to innovate within the creative and education markets.
Thomas said: “I am excited for the opportunity to work with such an iconic brand and contribute to its continued success in the UK and Ireland. I can’t wait to meet the team and get to know everyone better. I’m really looking forward to this new chapter and all the creativity ahead”.
Thomas was most recently country manager UK and Ireland at Tactic Games, which recently closed its UK sales office in what chief executive Lauri Nieminen called an “evolution” of its UK business.
“As market conditions evolve and our group has grown into a diverse European manufacturer with a wider product portfolio, we are reshaping our approach in the UK,” Lauri added. “This strategic shift includes transitioning from our own local sales office to a network of strong import and distribution partners.”
Jennifer Lynch of the U.S. Toy Association explores the enormous licensing opportunities for toymakers, from nostalgic cross-generational play to all-new brands born in the digital ecosystem
From blockbuster movies to binge-worthy streaming series, the entertainment world continues to be a driving force in the toy aisle.
According to the latest research from The Toy Association, 76% of millennial parents say they enjoy playing with toys alongside their kids when the products tie into shared entertainment interests. Those shared passions range from toys inspired by movies and entertainment franchises (47%) to gaming (35%), anime and manga (30%), and social media personalities (21%).
“Entertainment-based licensing has always been a cornerstone of the toy business, but the ways kids (and their parents) connect with content are more diverse than ever,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association. “Today’s hit properties are omnipresent for their fans. They are still on the big screen but they also exist across streaming platforms, social feeds, video games, and immersive digital worlds, creating opportunities for toymakers to engage fans year-round.”
For toymakers, the evolving licensing landscape presents opportunities to tap into multiple touchpoints for fan engagement — from collectible figures and role play gear to board games, building sets, and screen-connected experiences. Rising properties born in streaming ecosystems and gaming communities also continue to gain traction, fuelled by passionate fan bases that actively seek out ways to bring their favourite characters and worlds into real-life play. By aligning with these growing audiences, toy companies can create deeper connections and extend a property’s lifespan far beyond its release date.
Whether it’s through blockbuster films, viral gaming hits, or character-driven online content, the fusion of entertainment and play remains one of the most powerful drivers of the global toy market.
Tomy’s Disney Stitch Pop Up Stitch Game, based on the popular Lilo & Stitch franchise, brings ohana fun to game night as players slide surfboards into the barrel. Choose the wrong slot and watch Stitch pop.
Kids can train their own Night Fury with Spin Master’s DreamWorks Tame and Train Interactive Toothless, featuring over 60 sounds, 5 personality stages, interactive games, and spring-loaded wings for How to Train Your Dragon adventures.
The 12-inch Minecraft Steve Large-Scale Action Figure from Mattel features authentic details and posability, perfect for recreating scenes with the iconic character, played by Jack Black, in A Minecraft Movie.
The Skibidi Toilet Mystery Surprise Toilet from Bonkers Toys features a spring-loaded pop-up head, flushing sound, and hidden collectibles for fans of the viral YouTube series.
The Fisher-Price X Big Little Feelings collection, developed in partnership with the child development experts, offers solutionbased play kits and expert-backed resources to help toddlers navigate milestones like potty training, bedtime, and sharing.
This autumn, The Toy Association will unveil new insights into consumer toy shopping for the holidays. To explore more toy trends shaping the industry this year, visit toyassociation.org/trends.
Argos has named its top toys for Christmas 2025, encompassing a mix of play patterns, licenses and brands.
“This year’s top toys reflect the dynamic landscape of play, bringing together world-famous brands, beloved movie characters and highlighting cuttingedge innovation,” said Chantal Pearce, Head of Toy Buying at Argos. “It’s also so important for us to tap into the latest play patterns, supporting children’s development through interactive fun and encouraging them to unleash their creativity too.”
The top toys are:
Bluey Toy House Playset Mega Bundle Family
Gabby’s Dollhouse The Movie
Star Wars Power Crystal Lightsaber
Jurassic World Interactive Hatching Dino
Lego Disney Lucky & Penny 101 Dalmatians Puppies Set
Lego Star Wars Wicket the Ewok Figure Building Toy
Wicked Students of Shiz 5
Small Dolls & Accessories
Fat Brain Toys Air Toobz
Hot Wheels City Ultimate Dual Dragon Transporter Toy
Monster Jam Smash & Bash Gravedigger
Little Live Pets Gotta Go Giraffe-Gigi
Bitzee Hamster Ball
Soccer Dash
Instant Print Tablet
Sticki Rolls Sticki Rolluxe
Toy Build-a-Bear Workshop Stuffing Station
Gui Gui Create And Collect Slime
Lego Fortnite Klombo Figure, Creative Building Toy Set
LeapFrog LeapMove Electronic Game
Toniebox 2 with Creative Tonie
Toy legend Judith Dayus took on an incredible challenge in August, walking 15,000 steps every single day to raise vital funds for the Motor Neurone Disease (MND) Association.
Accompanied by her beloved black labs, her goal was not only to push herself physically but also to shine a spotlight on MND – a cruel and devastating disease that robs people of the ability to move, speak, and eventually breathe.
“My brother-in-law Jonathan was diagnosed with Motor Neurone Disease about a year ago,” Judith says. “The more I learn, the more I realise how urgently this charity needs funding to continue its vital research and care. Around 5,000 people in the UK are living with MND right now – every step I take is for them. Every step counts, and with your support, we can take steps together towards a future free from MND.”
Judith is currently in the top 10 across all those fundraising during the MND 15,000 Steps a Day challenge. Visit mnd.sync.giving/ StepsAugust2025 and search her name to donate today.
Intrepid Fence Club members raised more than £10,000 for children’s charities by completing a 40km walk in Europe in August.
The intrepid team, comprising 10 Fence Club member and nine accompanying friends and family, took on a route through the Netherlands, following in the footsteps of Second World War troops involved in the ill-fated Operation Market Garden.
The walkers, who travelled to the Arnhem Bridge on their 25-mile trek, the focus of the movie 1977 A Bridge Too Far, were pleased the say it was not a bridge too far for them!
The group shared some emotional moments while visiting sites of military significance, alongside plenty of laughs and the camaraderie the club is known for.
Derek Scott, the Fence Club chairman for 2024/25 said: “It’s been an amazing weekend, with commitment from members, who all self funded, attending. We are delighted with the generous sponsorship received, and I cannot speak highly enough of the efforts made by all in every way. Thank you.”
Anyone who would still like to sponsor the cause can visit: www.justgiving.com/ charity/fenceclub
Funko has appointed Josh Simon as CEO and board member, taking over from interim chief Mike Lunsford.
He joins Funko from Netflix, where he served as Vice President, Consumer Products for five years overseeing the streamer’s global merchandise business, live experiences, and the Roald Dahl Story Company.
“Josh is an exceptional leader and his extensive experience in entertainment and consumer products is exactly what Funko needs in its next CEO,” said Charles Denson, chairman of the Funko board. “Moreover, he brings expertise in operations, licensing and strategy, gained while serving in senior leadership roles at such
esteemed companies as Netflix, Nike, and The Walt Disney Company.”
At Netflix Josh built and scaled its consumer products division, developing ranges for Stranger Things, Bridgerton, and Squid Game. He also launched its first e-commerce platform for consumer products and managed relationships with retailers including Walmart, Target, Primark and more.
“I am honoured to join the team at Funko, an iconic company with a huge fan base that I admire and respect,” said Josh. “Pop culture - and people’s desire to connect with the lifestyle brands they love - is stronger today than ever. There are so many ways we can build on
Toy Shop UK has published the results of its 18th annual Independent Toy Awards, showing what a number of the nation’s independent toy retailers regard as some of the best toys to buy kids this Christmas.
The awards are voted on by the retailers who list themselves for free on the online directory. Gold, silver and bronze medal logos have been awarded in each of the categories, with several other suppliers receiving a commendation for products that narrowly missed out on a top spot.
Toy Shop UK founder Michael Hawkins said: “The Independent Toy Awards have always adapted to the habits of toy consumers, so launching a brand new and hotly contested kidult category this year has made the concept of a tablet category, which peaked in the 2010s, feel like an insanely long time ago. We’ve been blown away by the interest this year, both from our listers but especially from toy suppliers.”
Funko’s fandom and expand our business for the benefit of both customers and shareholders.”
Gold awards were given to 30 companies, among them Click, which took a top prize for Dress
To Impress Mystery Dolls, alongside a number of other accolades. “Independent toy retailers are the heartbeat of our industry, so to be recognised in this way means a great deal to us,” said Maddi Tiscoe, the company’s head of marketing.
Santoro took Gold for its Halloween House Pop & Build. Santoro’s Austin Marzan said: “It’s so rewarding to see this new range of ours evolve and receive such recognition within the industry.”
COBI has appointed three experience agents to bolster its strength across Scotland and Ireland. Rob McQuillan will serve retailers in Scotland, Walter Cummins will cover the Republic of Ireland, and Graham Blair will represent the brand across Northern Ireland.
Lee Crocker, Country Manager, COBI said:
A Hasbro pop-up brought multi-brand retail to the heart of London in August coinciding with the peak of the capital’s summer tourist period.
The HasbroHub featured characters, products and experiences from across Hasbro’s portfolio, including Dungeons & Dragons, Fury, Littlest Pet Shop, My Little Pony, Nerf, Peppa Pig, Play-doh, Transformers and more. Featured experiences included a Life-size Connect 4, a Hasbro claw machine and collectible pick and mix souvenirs, exclusive merchandise, and an art gallery.
“Hasbro Hub London is a celebration of play, storytelling, and fandom—right in the heart of one of the world’s most iconic cities,” said Matt Proulx, SVP, Global Experiences, Partnerships & Music at Hasbro. “Whether you’re embarking on an epic adventure withDungeons & Dragons, jumping in muddy puddles with Peppa Pig, or hunting for exclusive Transformers collectibles, there’s something here for every generation of fan. This is Hasbro like you’ve never experienced it before.”
“I am really pleased to have Rob, Walter and Graham strengthen the UK team. Ireland is a territory that we have performed well in over the past two years, especially within Toymaster and other Independents, so Walter and Graham’s wealth of hobby experience will help us grow.”
Toymaster has welcomed Toy Corner as its newest member. The Gibraltar toy retailer is operated by Manish Basantani. In a press release, Toymaster leadership said: “We would like to welcome Toy Corner to the Toymaster family and wish Manish and the team the best of luck.”
The total UK toy market is up 8 per cent in value in the year to June, according to the latest findings from Circana, as the kidult market continues to grow.
The fastest growing super categories, as tracked by the analyst, are Games & Puzzles (34%) driven by Pokémon cards, and building sets (14%) thanks to Lego. Action Figures is also up 19% with strong movie licenses behind the growth.
Growth in the UK falls largely inline with global trends, with an average growth rate of 7% across the top 12 global markets, and total combined revenue of $27.5bn.
Frédérique Tutt, global toys industry advisor at Circana, said the growth came primarily from older kids and the burgeoning
kidult market.
“The surge in sales can largely be attributed to consumers aged over 12-years-old, who have shown unprecedented growth and are consistently outperforming traditional kids’ trends,” she said. “Products such as building sets, trading cards, games, plush toys, and collectibles are seeing increased demand from both teens and adults.”
Collectibles are a driving force for the toy market, with
Cardfactory has completed its purchase of Funkypigeon.com, the online personalised greetings card and gift marketplace.
The £24 million acquisition of the WH Smithowned site is part of Cardfactory’s plans to accelerate and scale its online business.
Darcy Willson-Rymer, Cardfactory CEO, said: “This acquisition represents a key milestone in delivering our strategic ambition to build a scaled and competitive digital presence in the celebration occasions market.
“We welcome our new Funky Pigeon colleagues into the Group and look forward to working together to accelerate our growth in the direct-to-recipient card and gifting segment, bringing together Funky Pigeon’s high-quality technology platform and digital expertise with our strong store estate and broader celebrations offer.”
first half sales up 35% globally. Entertainment licenses are also playing a key role, spurring sales growth of 17% globally. Licensed lines now account for 35% of all global toy sales.
Fashion and accessories retailer Claire’s has entered administration in the UK and Ireland. The retailer, which has more than 300 stores in the UK and Ireland, appointed Interpath as administrators, which will seek a rescue path.
Will Wright, UK chief executive at Interpath, said:
“Over the coming weeks, we will endeavour to continue to operate all stores as a going concern for as long as we can, while we assess options for the company.”
Alongside fashion accessories and piercing services, Claire’s sells collectible toys, blind boxes, plush and beauty-themed arts and crafts ranges.
Chris Cramer, Claire’s CEO, said: “This decision, while difficult, is part of our
broader effort to protect the long-term value of Claire’s across all markets. In the UK, taking this step will allow us to continue to trade the business while we explore the best possible path forward. We are deeply grateful to our employees, partners and our customers during this challenging period.”
Claire’s will continue to operate as usual, with staff staying on throughout the administration period, according to administrators. Claire’s US sister company filed for Chapter 11 bankruptcy last week. It is the second time, having rebounded from its first filing in 2018.
Kids India will once again open its doors at the Bombay Exhibition Centre in Mumbai from 6 to 8 October 2025. As the leading B2B trade fair for the Indian toy industry, it offers a central platform for discovering new products and establishing new business relationships.
Preparations are already in full swing for this year’s show. Last year, 127 exhibitors presented over 170 brands in 8000 m² of exhibition space, from baby and infant products to wooden toys, plush, back to school, construction toys, games and puzzles and more.
More than 5,000 trade visitors from 31 countries took advantage of last year’s event to make new business contacts and gain a comprehensive overview of the innovative strength of the Indian market. They benefitted from the Hosted Buyers Program, which facilitates access for national and international buyers and specifically promotes networking within the industry.
“With the Hosted Buyers Program, we specifically promote dialogue between exhibitors and key market players, thereby laying the foundations for sustainable business relationships,”
said Tanu Ailawadi, Managing Director of Spielwarenmesse India Pvt. Ltd.
A new B2B toy sourcing event will launch in Amsterdam next year, billed as an alternative to the UK’s sunsetted Distoy event.
Toy Sourcing International will take place 3-4 June 2026 in Amsterdam at a TBC venue, and is described by organisers at The Preshow Toys & Games (Deauville) team as a “premium-format gathering [that] will bring together toy suppliers from around the world and Europe’s leading distributors and retail buyers”.
Organisers added that the event will provide “a targeted setting dedicated to permanent range sourcing, innovation, and strategic partnerships”.
More than 100 international exhibitors are said to be attending the inaugural event, with 250-plus retailers and buyers expected to visit.
Organisers said the event is a direct response to market demand for a spring sourcing event “focussed on long-term retail selection rather than a one-off”.
Pop Mart, the Chinese company behind the viral Labubu collectibles, saw first-half revenue growth of 204%, hitting £1.44bn (13.88bn yuan). Adjusted net profit is up 363% at £487m (4.71 yuan) on a gross margin of 70.3%.
Its biggest brand is The Monsters, which includes the coveted Labubu character and accounts for 34.7% of revenue. Four other brands also earned more than one billion yuan in earnings: Molly, Skullpanda,
Crybaby, and Dimoo.
Founded in China in 2010, Pop Mart’s domestic market still drives the majority of its revenue (60%), with the rest of the APAC region accounting for 20%, followed by North and South America (16.3%), and Europe and the rest of the world at 3.4%. The Americas saw the most dramatic growth, up 1142% YoY, followed by Europe (729%). More established asian markets still saw growth between 135 and 250%.
Ravensburger drew hobby retailers from across the UK for this year’s Disney Lorcana Store Summit event in Manchester for a day of presentations and exclusive product reveals.
“The importance of our Disney Lorcana Store Summit events cannot be overstated,” said Ben Lovell, Disney Lorcana TCG Category and Sales Manager at Ravensburger UK.
“From the outset when we launched the brand in 2023, the Hobby Store network has been crucial to its ongoing success as it speaks directly to our core customer base. They are instrumental in building a player platform for competitive play and in-store events and we feel passionately about being able to meet face to face on a regular basis so they can see first-hand the investments and development that is going into the brand.”
The event arrived hot on the heels of a host of major brand announcements
at Gen Con, with interactive demos of the new Ravensburger Play Hub as a key part of the event. Retailers among the audience were able to share their experiences with the new system and be offered guidance as to how to make it work effectively for their customer base. With informative Q&A sessions, insights into Marketing and PR initiatives around the new Collector Starter Set launching in Q4 plus teaser imagery and information around upcoming product launches the day was hailed a huge success.
Lego achieved record revenue of £4bn (34.6bn Danish kroner) in the first half of 2025, driven by more set launches than ever and a raft of globally successful licenses. Group revenue was up by 12 per cent on sales growth of 13 per cent, resulting in net profit of £750 million (6.5 billion kroner), a 10 per cent leap on 2024.
“We are very pleased to have maintained our strong performance in the first half of 2025, winning share in the global toy market,” said chief executive Niels B Christiansen. “This growth is driven by our large and innovative range of products that continues to be relevant across ages and interests.”
The toymaker launched a record 314 new sets in the first six months of the year, including a wider range aimed at the growing adult / kidult market. The LEGO Botanicals theme aimed at adults was popular around shopping occasions such as Valentine’s Day and Mother’s Day, for example. Meanwhile product launches and brand activations at Grand Prix races drove a successful new partnership with Formula 1. New licensed partnerships with pre-school hit Bluey and anime smash One Piece were also big hits, and the group also announced a multiyear collaboration with The Pokémon Company International to bring Lego Pokémon to fans in 2026.
Beyond product launches
Lego is investing in a more global manufacturing capability, including a $1.5 bn factory and distribution complex set to open in Virginia, USA in 2027. Existing sites in Mexico and Hungary are also being expanded upon.
Craft Buddy has secured a new licensing agreement with Fuzzballs, the fast-growing and much-loved kawaii-inspired brand created by Marc Sach. The partnership is Craft Buddy’s first move into the fastgrowing kawaii pop-culture lifestyle licensing category.
Gary Wadhwani, Co-Founder of Craft Buddy, said:
“Fuzzballs is a fantastic addition to our licensing line-up, and our first foray into kawaii pop culture. Marc’s vision and dedication to the brand mirrors the way Dino and I have built Craft Buddy –with passion, creativity, and a close connection to our audience. We believe Fuzzballs will resonate fuzz-tastically with our customers, while also introducing new fans to both crafting and the Fuzzballs universe.”
Fuzzballs’ endearing characters, global fanbase, and cross-market appeal make it a natural fit for Craft Buddy’s arts and craft ranges, which span gifting, decor, collectibles and creative mega kits. The collaboration will see Fuzzballs’ unique charm and vibrancy translated into the award-winning Crystal Art ranges,
intended to appeal to both existing and new fans of the brand.
“Fuzzballs has always been about fun, positivity and cuteness overload, and I couldn’t be more excited to see that energy sparkle through Craft Buddy’s award-winning Crystal Art ranges,” added brand creator Marc.
Initial concepts for the range will be unveiled at two major industry events this September: Craft Buddy’s inhouse SS26 showcase at its UK head office, and the LA Previews, where the company will present its latest licensed developments to international partners.
The 20th annual People of Play Young Inventor Challenge (YIC) International Championship is now open for registration until October 26.
This year’s event will culminate on 8 November at the Chicago Toy & Game Fair (CHITAG), North America’s largest consumer toy and game event, where winners will be announced during a live ceremony.
The competition is for children ages six to 18 with original toy or game inventions, who can submit for a chance to win prizes and an opportunity to have their creations published.
Returning for a second year as Director of the Young Inventor Challenge, longtime toy industry professional and certified play expert Ahren Hoffman brings passion and purpose to this unique platform that empowers kids to dream, design, and pitch.
“The YIC gives kids the power to bring their wildest ideas to life,” said Ahren. “For 20 years, this programme has unlocked the doors to the toy industry for young creators, and this year promises to be our most inspiring yet.”
Now in its milestone 20th year, the YIC continues to inspire creativity, innovation, and confidence in young minds around the world. Past participants include innovative kids from the U.S., Canada, Germany, Guyana, Mexico, Spain, the UK, and others. More than a dozen winning entries have gone on to be manufactured and sold in local toy stores and major retailers like Target.
With the launch of LeapMove, LeapFrog is elevating the learning experience for kids aged four-plus, with an innovative, active approach to school skills and education backed by experts
new, highly anticipated LeapMove, an innovative, motion-based gaming experience where children are the controller. The future of active learning has arrived!
Children from four-plus can see themselves on-screen or magically transform into one of three avatar characters for a fun gaming experience, powering up their learning across 20 school skills, including maths, literacy, phonics and even dance, as their movements control the game.
“LeapMove is a dynamic, innovative toy that pushes boundaries by blending traditional learning with progressive technology and physical movement,” says Sophie Taylor, brand manager, LeapFrog.
Preloaded with 25 educational games, LeapMove turns learning into a high-energy adventure. Content spans key preschool subjects across three progressive learning levels, which adapt to age.
“LeapMove makes learning an adventure, combining essential skills in maths, reading and problem
active gameplay,” says LeapFrog learning expert Pamela Gourley-Delaney, Ph.D. “From exploring maths skills to building words, children can develop foundational knowledge for school success with games designed for playfulness and three levels of learning challenges.”
During development, focus testing with parents found that LeapMove firmly sits within LeapFrog’s tradition of educational play, with the added benefit of physical activity. Parents appreciated the guilt-free, active learning LeapMove offers, while kids loved seeing themselves on the TV!
To ensure LeapMove achieves teaching fundamental skills through innovative and progressive means, LeapFrog undertook a stringent and full-bodied development and testing process.
Three forms of testing were conducted, each exploring how children interact with LeapMove and how physical movement could best support children in developing school skills. The comapny also sought additional parental insights into their children’s home learning needs, as well as the practicality of playing the game in a home environment.
Insights were gleaned through
118 testing sessions in the LeapFrog Emeryville lab with children aged four to six, focussing on age five. Additional focus groups with 15 parents with children aged four to six, and an alpha 10-day inhome study with six families provided addition learnings.
From the kids’ perspective, the motion controls were found to be intuitive and engaging, increasing enjoyment.
Successive refinements informed by the kids’ feedback improved intuitiveness and fun, resulting in strong engagement across sessions.
“ “
LeapMove is a dynamic, innovative toy that pushes boundaries by blending traditional learning with progressive technology and physical movement
Sophie
Taylor , brand manager, LeapFrog
To support the launch of the LeapMove, a full-scale PR campaign is promoting and bringing the brand to life through a dynamic, multichannel approach.
“From immersive real-world experiences to standout digital content and influencer storytelling, we’re connecting with audiences wherever they are—inviting them to move with us,” says Sophie. “By combining learning, gaming, and movement, the future of fun-driven education has arrived.”
Over the summer holidays, LeapFrog hosted a high impact experiential activation in a busy shopping centre, designed to capture attention and drive engagement. This is supported by a strategic mix of on-going TV and YouTube advertising, and cutting-edge CGI content. LeapFrog partnered with a carefully selected network of influencers to amplify reach and authenticity. The campaign also includes in-home content creation, ensuring LeapMove is seen, felt, and experienced in everyday environments. Together, these elements will build awareness, spark conversation, and drive engagement across key audiences.
Discover more:
Phone: 01235 555545
Email: trade.sales@vtecheu.com
Web: www.leapfrog.com
Delyth James, owner of Albatross Toys & Models in Aberystwyth, reflects on her first year of trading after taking over her late parents’ Welsh retail business
Albatross Toys & Models has a longstanding history in Aberystwyth. My late parents bought the business in 1978, and for well over 40 years it’s served as a local hub of imagination and nostalgia.
We’re a small bricks-and-mortar shop near the seafront, welcoming locals, students, and tourists alike with an eclectic and carefully curated mix of toys, models, and collectables.
After my dad David Morgan passed in April 2024, circumstances aligned for my husband Owen and me to return to Aberystwyth and take over the business.
We reopened the shop in July 2024 with a deep sense of purpose and legacy, determined to honour my parents' original vision while breathing fresh life into the business.
What we hope sets us apart from other toy shops is the balance we strike between the traditional and the contemporary. We’re not just about toys on shelves - we’re about storytelling, community, and the joy of finding something that feels just right.
Whether it’s a collector's model train, a quirky Sylvanian family set, or the latest Warhammer Combat Patrol, we aim to stock a special mix of items that you
Our mission is simple:to beaplace ofdelight, discovery, and nostalgia” “
won’t find in your typical high street chain.
Our range is both diverse and traditional; many people coming into the shop comment that you don’t see oldfashioned toy shops like ours anymore.
Our key product categories include model railways supplied by Hornby, Bachmann, Peco, Dapol, and Gaugemaster; and construction & kits from Lego, Airfix, Tamiya, Italeri, Revell, and Scalextric.
Then there’s the collectables (Corgi, Sylvanian Families, Britains, Universal Hobbies), trading cards (Pokémon, Magic: The Gathering, Star Wars Unlimited, One Piece), and tabletop & miniature gaming (Games Workshop, Bolt Action).
Other core categories are jigsaws, board games, and pocket money toys such as Matchbox, Hot Wheels, blind bags, and surprise packs.
We source products through a mix of rep visits, trade press, and trade shows. These events are invaluable: they allow us to handle new products, build relationships with suppliers, and identify emerging trends.
Our selection criteria are simple: quality, appeal, and affordability. We also pay close attention to what our
customers ask for, whether they’re regulars or first-time visitors.
We try not to stray too far from the formula that my parents established, as it's one that worked for them for so many years.
Merchandising is one of our favourite
■ Anything Pokémon
■ Lego Formula 1
Speed Champions
■ Sylvanian Families
Blind Bags
■ Magic: The Gathering: Edge of Eternities
■ Model trains and accessories
parts of the job. Our displays change regularly and often feature narrativedriven setups. And Freya, our Sylvanian rabbit, makes frequent costume changes. For example, she was dressed in a traditional Welsh outfit on St David’s Day, and is now in a swimsuit with a bucket and spade!
Our windows aim to tell stories and draw people in and regularly refreshing our displays allows customers to discover things that they might not have seen previously.
By the till, we always keep a rotating mix of impulse buys such as Top Trumps, Pokémon cards, pocket money kits, and fun novelty toys, which add a final spark to each visit.
Our first year of trading has been both exciting and daunting. Since reopening, we’ve introduced a new EPOS system and we’ve built an active social media presence.
One of the biggest lessons we've learned is how crucial community really is and that we need to be agile by adapting quickly to stock shortages and seasonal shifts.
Another unexpected lesson is the power of the media. Just before we reopened,
I posted a throwback photo of myself behind the counter aged seven, alongside a current photo taken in the exact same spot.
A local BBC journalist who remembered our shop from his childhood picked up the story, and soon I was being interviewed for a lovely radio piece. The story is also featured on the BBC news website. We’ve had people from all overincluding the U.S. - get in touch to say they recognise the shop or knew my dad. It’s incredibly moving to see how much the shop means to so many. Products that are performing well are Pokémon trading cards - we simply can’t get enough. New releases are selling out within hours. Lego is a consistent bestseller while Star Wars and Harry Potter remain firm favourites, we’ve seen a huge spike in interest in the Speed Champions and Formula 1 ranges.
Also in demand are tractors and farming models. Our collection includes Britains play models, and exquisitely detailed Universal Hobbies limited editions that collectors adore. Model kits are always popular too,
What’s a typical day for you?
It involves unpacking deliveries, rearranging displays, chatting to customers, fielding questions about paint colours or railway gauges, managing social media - and trying to remember whether we reordered that elusive bit of track or the latest Sylvanian Families blind bags. No two days are ever the same - and that’s exactly how we like it.
What’s the most rewarding part of your role?
The most rewarding part of reopening has been connecting with the community - especially hearing from people who visited the shop as children, and are now bringing their own children and grandchildren in.
And the most challenging?
We’re
not just abouttoys on shelveswe’re about storytelling, community, andthejoy offinding
something that feels justright ” “
Without a doubt, the admin. Keeping up with stock and evolving product lines is a fulltime job in itself!
What’s the most fun you and your team have in the working week? Planning our window displays, and dressing Freya the Sylvanian bunny in her themed outfits!
especially Airfix military aircraft and Tamiya car kits. They're a great blend of mindfulness and creativity.
We offer gift vouchers, and we love building a sense of community through social media. Our #FridayFeature showcases customers’ builds and creations, or photos of our tote bags on their travels. We share videos of new stock being unboxed, and highlight offers or quirky finds.
We’re looking forward to the Lego autumn releases, upcoming Hornby ranges celebrating 200 years of train travel, and fresh waves of trading card games which continue to grow in popularity.
Christmas planning is already underway. We’ll be unveiling festive windows filled with classic toys and models like Airfix, Scalextric, Lego and more. We’re repeating our ‘12 Days of Christmas’ social media series as well, which showcases a different brand each day with fun facts and featured products. We also plan to expand our digital presence with more live video content, and increase our follower engagement. And we’re working on launching a website with online shopping capabilities.
Gone are the toy marketing heydays of linear kids’ TV. Families are spending more time across an ever-increasing number of streamers, social platforms and digital channels. So how can toy brands make the most of their marketing spend and see true ROI? With the vital Q4 upon us, we sat down with experts Tristan Brooks, MD, Storytime Media, and Aaron Lipman, founding director, Super. Group, to learn how to achieve cut-through, make data-driven decisions, track campaign performance, build brands over time and, ultimately, drive sales in today’s fractured media landscape.
Are toy company marketing budgets declining?
Tristan: In general, we are seeing marketing budgets decline. This is totally understandable when you consider the environment toy companies are currently operating in. We are seeing fragile consumer confidence, tariff instability, freight cost fluctuations and retailers placing more onus on suppliers to manage stock risk, these being just a few of their challenges. If overall forecast sales are declining, so too will marketing spend as marketing budgets are usually directly linked to the sales forecast.
If
overall forecast sales are declining, so too will marketing
spend ” “
Tristan Brooks, Storytime Media
Aaron: In some ways yes, but I think it could be temporary. I believe the industry is in flux as there’s a number of external factors that are causing budgets to be in decline, such as the uncertainty surrounding the UK economy, the impact AI is already having on various industries, over saturation of certain types of toys.
Even The Writers Guild of America strikes will have impacted studios creating new kids’ and family IP, which means a lack of new films and shows, leading to a decline in creating new toys.
Should clients be starting campaigns earlier?
T: This totally depends on the objectives for the campaign and the available marketing budget. You may be launching a new product or, for example, a higher price point product that requires establishing awareness and consideration prior to peak season when everyone’s advertising and it will be harder to cut through. Certain retailers also may require early marketing support for taking in stock, so these considerations must be built into your campaign plans. It does make sense to build an understanding of who’s engaging with your campaign prior to peak sales period, especially with adult audiences as there’s a wealth of
Aaron is the founding director of SUPER. Group, an award-winning kids creative media agency working with some of the biggest names in toys and games, including Lego, Airfix, and Hasbro Gaming. Services include research and insights, creative development and design, and media planning. super-ideas.com
Tristan is managing director of Storytime Media, a new kids and parent specialist media agency, with clients including LeapFrog, Character Options, and the Jumbo Group. He has spent more than two decades in toys and games media. storytimemedia.co.uk
available data ‘signals’ that can be tracked to provide a view of where best to focus your investment when the market starts to move.
A: It’s less about starting earlier and more about starting smarter. The most successful campaigns we've been a part of began with a truly collaborative briefing, where all agency partners are at the table together from day one. This allows us to identify strategic gaps and opportunities right away. It helps connect the dots between, say, a new piece of content and an influencer campaign, ensuring every part of the marketing engine is working together. That’s how a client’s budget works harder and has a much bigger impact on engagement and, ultimately, sales.
Are consumers delaying consumer spend later than previous years?
T: I think there are a number of key
factors which have changed when consumers buy for Christmas. We have a generation of parents that are used to online shopping and Prime delivery, meaning they don’t see purchasing later being an issue. Also, the ongoing cost of living crisis means everyone’s feeling the pinch and promotional events like Black Friday have educated the consumer to wait until they can buy at discounted prices, where they feel they’re getting better value. Also, retailers seem to be prioritising Halloween more with growing shelf space and marketing dedicated to the event. This is taking consumer focus away from Christmas purchasing so this means that more campaigns are now starting when Halloween has finished.
A: I think consumers are being more considerate as to how they spend their money, and this is across the board. When the purse strings are tight, people fall back on basic principles: am I getting value, am I getting longevity, can I justify the spend? This is where brands such as Lego tend to win. Despite a high price tag, parents think Lego is good value because children can reuse it over and over again, there’s a level of education connected to that type of product and therefore parents can easily justify spending a bit more due to the rich experience a child will have playing with it.
When the old rulebook nolonger applies, it forces creativity ” “
Aaron Lipman, SUPER. Group
What factors are influencing better Christmas marketing campaigns?
T: The main factors I believe that influence better festive marketing campaigns are giving yourself time to effectively plan the campaign, creating the right content and assets for the media platforms you’re running across, using data smartly to find your customers and reconnect with them across the path to purchase, and finally, pulling meaningful data insights in real-time to improve campaign performance. You ultimately need an experienced and reactive campaign team, understanding how your campaigns are working and what amends need to be made to increase performance.
A: The biggest factor is the necessary shift away from a single, dominant channel. With linear TV
viewership among children having shifted so dramatically, the old pester power model is no longer a guaranteed strategy. This presents a new, exciting challenge for brands: how to create that mass-market noise in a fragmented digital world. We’re seeing real innovation in diverse channel marketing, clever partnerships, and authentic influencer campaigns that create genuine cutthrough. When the old rulebook no longer applies, it forces creativity, which is fantastic for the industry.
How can brands seek to ensure their marketing efforts are both timely and effective driving sales during the critical festive shopping period?
T : If you know how your media is performing, then you can make more informed investment decisions. Campaigns are never static; changes and amends need to be made throughout the course of the campaign. Having the right data to inform you of what’s working is critical. You should be setting performance benchmarks according to the role of the media at that time. For example, if you’re starting the campaign earlier in the season to build awareness, your core KPI here will be reach and engagement metrics, not sales.
For adult audiences where you have access to track more indepth data, make sure you’ve got the right tracking in place to enable retargeting and measure performance before you start the campaign. If you sell off your own site, you should be able to get a view of your media’s performance, from exposure through to conversion, which are invaluable insights. Also, through using media attribution modelling via Amazon’s Marketing Cloud, we’re able to track the media journey from first exposure through to final sale within their media ecosystem, understanding the role different media are playing across the path to purchase.
It’s not just about media performance; understanding how your creative is working is also critically important. By testing the performance of your ad creatives, this should inform you of where to focus your media spend. It’s an always-on mentality when running your campaigns, so make sure you’ve got an experienced and reactive team in place to support you when the campaigns go live!
A: I think brands sometimes think they must put all their energy and budget into Q4. Everyone is fighting for the same space. There are not enough ‘builds’ when it comes to IP/brand awareness within the toy industry. Yes, consumers might purchase in the festive period, but marketing should also look to ‘intent to buy’ as a KPI. Many consumers don’t run out and buy something the second they are engaged; it can be the long tail that creates long-term consumer loyalty and a direct sale. Therefore, brands should think about building engagement across the year with smaller bursts of awareness and activity.
How does your expertise help a good media channel selection?
“
Brands sometimes thinkthey mustputall theirenergy andbudget into Q4 ”
T: We are an experienced team at Storytime Media with many years of specialist media knowledge within this category. We have navigated our clients from linear TV-dominated media campaigns to fully digital, and have built up a strong understanding of what works. We work with leading data and insights partners, so we understand media trends and consumer behaviours as they happen
Aaron Lipman, SUPER. Group
make sure we’re placing our campaigns in the right places. We have built a very smart data stack which pulls in many different data sources to give us a unified view of an audience, so we can pinpoint them across their media touchpoints. So, when targeting adults in a digitally dominated world, rather than approach it from a media channel perspective, we focus more on defining who the audience are first, and then finding them through their data signals across media platforms, locations and via their devices. This makes campaigns much more efficient, especially with stretched marketing budgets, as you’re only targeting those who
there, does the channel complement the brand/IP/product? These are simple factors that brand or marketing managers should consider. If it feels right, then you’re probably in the right space. We also look to how we can take consumers on a journey. We work a lot with Universal and Warner Bros on theatrical films, and our strategy is always to drive audiences to a central hub, like the studio page, to watch a trailer and buy a ticket. We often advise against creating separate campaign microsites, as this can fragment the audience journey. The goal is to keep the path to purchase as simple and focused as possible.
Are brands demanding campaigns that span digital platforms?
T: If they are not demanding, we strongly recommend it as digital media is where the majority of kids and adults spend their media time. It’s critical to make sure your campaigns are being seen by the right consumers in the media they engage with, so this naturally means investing more in digital media platforms.
A: Brands want to see more accountability when it comes to how activity can drive sales. Digital engagement leaves a footprint, and you can see the user journey. However, getting a parent for instance to land on a product page doesn’t mean they purchase: there are other factors at play like price point and value. Digital marketing is a great way to create engagement that can help a
brand tell a story and grow a bigger audience. We’ve been creating a portfolio of digital partners that are in the kids’ space but need to be integrated into bigger campaigns to help the activity become more than a throwaway piece of marketing.
What are you in favour ofperformance marketing or more traditional brand building efforts - or both?
T: They’re both critical parts of an integrated campaign and have vital roles to play. You need to make sure your target audiences are aware of your products, therefore you’ll need to invest in more brand-led media, which typically delivers broader reach. You also need to make sure you’re converting customers who are in-market effectively at point of sale and not losing them to your competitors, which is where performance marketing comes in.
Social media platforms are shortening this journey from exposure to sale. Take TikTok advertising for example, which is shortening the journey from exposure to conversion. Also, Amazon via their marketing cloud enables you to understand how your media is working from upper funnel awareness media through to conversion through their attribution modelling. This is great for marketeers to see how both brand and performance media work together to ultimately drive sales.
A: Both are essential, but they must work in harmony. I come from an advertising background, and I believe that sustainable business growth is always built on a strong brand. We understand the immense pressure that brand teams are under to hit quarterly targets, and the temptation is always to focus on short-term tactical activity to shift units. However,
the most successful brands use brand building to create a foundation of consumer loyalty that makes all their performance marketing more effective. It's about building a brand that
Digital media is where the majorityof kids and adultsspend their media time ”
Tristan Brooks, Storytime Media
people care about, which in turn drives sales over the long term. Sometimes, focusing on fewer IPs and giving them that deep brand support is the key.
Should linear kids’ TV supplement other more invested media strategies?
T: I would suggest limited linear kids’ TV on most media plans. With recent channel closures and ongoing viewing declines, it’s becoming harder to justify why you would use kids' TV for most campaigns over other higher reaching video platforms like YouTube. At the very least it should be blended with other kids video media and should certainly not be the foundations of any campaign. Ultimately your linear TV investment will reach an everdecreasing number of children, but delivering ads many, many times to them which is an inefficient use of marketing budgets. There are much stronger reach and engagement media options across VOD, gaming, connect TV and especially YouTube.
A: I believe the question is about the role of linear TV in today's media mix. The answer is that it can still have a role, but it should no longer be
the default lead media. For certain campaigns, it can be an effective supplement to a digitally-led strategy, perhaps to reach a specific family demographic that still has high co-viewing habits. But it should be a deliberate, data-backed choice, integrated into a wider campaign, not simply a legacy spend.
By default what should a brand partner be focussing on and how do you help them navigate the best result?
T: We work really closely with our clients to firstly really understand who their target audiences are, then that guides everything we do. Good, effective communication is key between agency and client, especially when campaigns go live: that’s when the real work begins!
A: I think brand partners need to focus on what they uniquely bring to the marketing mix and lean into it. If there’s sure the partner is aware of the other partnerships and to get an understanding of how one activity can lead into another so that the engagement and conversation remains consistent and timely.
The golden fourth quarter is upon us, as suppliers and retailers prepare for the busiest period of the year. We caught up with top suppliers to learn how they support retail partners and when they expect consumers to start spending
The summer holidays have ended, there are still more than 110 days until Christmas, but the run up to the big day has well and truly begun. Major retailers such as Argos and John Lewis have revealed their annual top toys for Christmas predictions (as we went to press); vast tubs of chocolate have appeared in supermarkets alongside snowflakeencrusted shelf talkers; and the toy industry’s fourth quarter marketing machine has lurched into action.
The golden quarter - now closer to a golden thirdremains the most profitable period for toy sales, and with continuing cost of living pressures on families, many are playing markdown chicken in the toy aisle. Last Christmas, shoppers waited longer than ever in a bid to bag a bargain, with a 51 per cent surge in sales in the week before the
“This year is looking to be better than 2024
”Lee Crocker, country manager UK and Ireland, Cobi Toys
big day, according to the BTHA and Circana’s annual industry insights report back in January.
This year’s figures are already looking better than 2024, up eight per cent by sales value in the first half, according to Circana’s latest, driven largely by the swell in kidult spend and licensed collectibles. But suppliers predict the bulk of Q4 gift purchases will continue to come deep into December.
“We have seen over the years that Christmas purchases are getting later and later,” says Lee Crocker, country manager UK and Ireland at Cobi Toys. The company’s construction lines are aimed at the
higher age brackets, with military and historic themes, alongside licensed lines, and is therefore “not as dependent” on Christmas, Lee says. While it remains a key sales period, Lee has observed a shift in spend from his consumers.
“I believe that older children are getting money for Christmas, rather than presents, and are then spending that in January and items they want,” he says. “And I believe this will continue. The age group for Christmas gifting is getting lower
Christmas sets the pace for Cobi. “We had an excellent 2024 and so did
Uno Spin Game, Mattel
Gui Gui Shimmer Deluxe Duo Pack, Moose Toys
Lego Minecraft The Creeper, Lego
Jimmy Christmas Teddy Bear, Steiff
Toot-Toot Drivers Bluey & Satnav Road Trip Playset, VTech
Scalextric Let’s Play Police Chase, Hornby
Sylvanian Families Skytop Fairy Castle, Epoch Making Toys
BRIO World Train Set Mega Spiral Set, Ravensburger
Toniebox 2 Starter Set, Tonies
Wooden Air Fryer, John Lewis own brand
our customers selling through and replenishing in January,” Lee says. “We have some good product in Q4 and some great retailers who will help us drive sales. This year is looking to be better than 2024, so fingers crossed.”
For YuMe Toys, whose popculture collectibles have been at the forefront of the kidult boom and enjoy year-round appeal, Q4 remains an important sales period.
“Christmas remains the beating heart of the toy industry
“Christmas remains the beating heart of the toy industry, and it’s still a pivotal sales period for us. Last year closed on a high, with Q4 delivering one of our strongest performances to date,” reveals Daniel Petcu, head of sales, EMEA, YuMe Toys.
”Daniel Petcu, head of sales, EMEA, YuMe Toys
“The kidult collector trend is in full swing, and it’s reshaping Q4 in a big way. Our collectibles perform strongly year-round, but the excitement peaks in the golden quarter, especially when fuelled by major entertainment releases,” he adds. “This Christmas will be a blockbuster moment for us with the launch of our new Stranger Things Collection, with over 10 unique items, arriving right in step with fan anticipation.”
For University Games and Lagoon sales director Mark Jones,
preparation and supporting retailers throughout the year is key.
“We are a rare commodity in the industry, with a full time team of dedicated area managers. They work closely with their customers to individually curate the best range of products available ahead of the Q4 season, and this work begins back as early as Toy Fair in January, so we’re always well prepared for whatever Q4 throws at us,” he says. “We will be in regular contact with our customers to make sure we are in a place to help them with their needs throughout a period, where they hardly get a chance to breathe. We also try to ship orders small and often, which we know helps our customers during Q4.”
The games and puzzles category, where the vast majority of University Games’ range lies, is famously strong at Christmas, as families pick up new games to enjoy between fistfuls of chocolate, roasted meats and weepy television specials. Familiarity and tradition play a big role in the category’s popularity, he says.
“Everyone obsesses about trends, but we live in a world where money is tight and retailers want certainty,” says Mark. “So we focus on what we know works and what we are best at - great family fun games that can be picked up and played on multiple occasions, each time offering different outcomes, such as Perudo, Smart Ass, Blurt and Who’s in the Bag.”
The company is tapping into that nostalgia and comfort with a line of games tied to Bullseye, the darts and quizzing TV show that made the pub game a family affair in the 80s and promises to do the same when it returns to screens later this year with presenter Freddie Flintoff. Other highlights include the engaging new board game Buying Time.
Frédérique Tutt , global toys industry analyst, Circana , on Q4 2025:
“The toy market is in healthy shape, with solid demand for toys and games. However, as an industry we must remain vigilant of the uncertainties surrounding US tariffs and their impact on pricing and supply chains. As the second half of the year accounts for over 60 per cent of annual toy sales, the industry has reason to be optimistic about continued growth, but must also remain cautious and strategic as the holiday season draws near.”
0207 254 0100
www.university-games.co.uk
Bullseye, Subbuteo and The Learning Journey are just a few of the key lines University Games will be shining a spotlight on this quarter, with heavyweight integrated marketing campaigns designed to support retailers on the lead up to Christmas.
This year will mark the sixth year of significant marketing investment for the iconic table football brand, Subbuteo. The mass media campaign will have a strong emphasis on VOD and podcast activity, as well as an additional marketing focus utilising TikTok, Meta and YouTube. This multi-channel approach will open up the audience and introduce new players, to tackle the wider football fan market, and create the next generation of Subbuteo fans!
Following a successful launch of the popular preschool and children’s educational range The Learning Journey into the UK market in 2024, The Learning Journey marketing campaign will continue to help build the brand in the UK. Key marketing activities in this quarter will see The Learning Journey brand and products seen and heard across podcasts and social channels, reaching new parents and parents-to-be. The activity will focus on best-sellers including the educational Match It!, Telly the Teaching Time Clock, Lift and Learn Puzzles, and the new and unique Sort and Learn Puzzles.
The exciting new Bullseye Board Game and Mini Game has been supporting itself with an incredible amount of national press and user generated content, as the whole of the UK casts their minds back to playing along with the classic Bullseye TV show in their family living rooms. The new series of Bullseye has been confirmed for this quarter and is predicted to have huge viewing figures, reaching out to fans both old and new. There will be ongoing press support for both the brand and the board game and, with exciting product-focussed creative, Bullseye Games will be part of a dedicated Meta, TikTok and YouTube campaign in the run up to Christmas, alongside hundreds of pieces of user generated content!
01293 222500 | sales@magicbox-toys.co.uk
Following a fantastic launch season for Piratix, and strong support secured for the second series, Magicbox is putting its full weight behind the brand over the final quarter. TV advertising, YouTube preroll, Meta ads and kids press placements and sampling will be in the mix, with all activities helping to promote the range.
Anticipation has been high for the latest series of Piratix, Shark Treasures, as well as the six new webisodes of the micro series. The original six webisodes have amassed nine million views on the Magicbox YouTube channel, and keeping the brand front of mind will be a key part of the Q4 marketing strategy, with an always-on digital preroll campaign helping to promote these episodes and the newest collectibles.
Retailers will remain well-supported, with two large TV campaigns also scheduled in the final quarter. Series 2 Piratix Shark Treasures collectibles and the incredible King Shark and Kraken Ship Playsets will benefit from a three-week TV campaign in September, and a second four-week-long stint in October.
01295 768078 | www.trendsuk.co.uk
University Games will also be engaging marketing support for a full mix of its new and best-selling games, puzzles and gifts. They include the Buying Time, How Things Work, Blurt and Dog Man games, as well as Roald Dahl Project Genius, Birthday in a Box, and Classic Pub Games rangesalong with much, much more.
Trends UK will be highlighting key lines from across its full portfolio, throughout the final quarter, with wholesome influencer campaigns, Meta advertising, social media support and eye-catching placements in kids’ press. Paint Pop, the awardwinning creative play collection that offers little ones a fun way to unleash their artistry with little to no mess, has seen some fresh additions for the autumn-winter season, including the fully-loaded Big Activity Set, Fruity Scents Gel Pens and Erasable Chalk Pens. Already, family influencer channels have been promoting a selection of new and existing items to their parental followers, with a further campaign scheduled for later in the year.
0161 428 9111
salesuk@jumboplay.com
With consumers increasingly seeking products that deliver joy, nostalgia, and immersive play experiences, this Christmas is all about gifts that spark connection and creativity.
Meet the newest star of nurturing play: Chick-a-Boo from Funtasy Family. Designed for children aged three-plus, Chick-a-Boo is more than just a cuddly companion - she’s a full-on entertainment act with over 50 sounds and reactions.
From singing and dancing to the show-stopping egg-laying surprise, she brings a magical twist to imaginative play. Chicka-Boo offers a multi-layered play experience combining care, interaction, and discovery. It’s the perfect pick for parents looking to nurture empathy and creativity in younger kids - wrapped in one hilariously lovable package.
Games have become a mainstay of festive gatherings, and the soundtrack to Christmas games night this this year is set to be Hitster Guilty Pleasures. Following on the heels of the award-winning original Hitster game, this new edition dives deep into nostalgia - and your customers are going to love it!
Brimming with over 300 iconic tracks, from ‘90s boybands to ‘00s power ballads, this music party game invites players (ages 16-plus) to flex their pop culture knowledge and indulge in their not-so-guilty musical obsessions. Whether it’s for family game night or an office secret Santa, it is the perfect gift pick. Hitster Guilty Pleasures blends easy-to-learn gameplay with laugh-out-loud moments, and its broad demographic appeal makes it the go-to game of the 2025 festive season.
For a dazzling dose of hands-on fun, the FunLockets Secret Mirror delivers fashionforward flair with layers of discovery built in. More than just a mirror, this stylish vanity is packed with over 20 surprises and 100-plus glittery accessories - from shimmering clips and colourful bobbles to the innovative, tangle-free hair glitterizer.
FunLockets Secret Mirror combines unboxing excitement with role play and self-expression. Hidden keys unlock secret compartments, each revealing new treasures for endless makeover possibilities. Whether used solo or shared among friends, this kit encourages confidence and creativity - making it a standout gift for budding stylists. This is the kind of playset that keeps the magic going long after Christmas morning.
www.yumetoys.com
As retailers prepare for the vital final quarter, YuMe Toys brings a focused, curated selection of products that is wellpositioned and built around the stories that resonate most. This autumn, and looking ahead to Christmas, the company is concentrating on a refined mix of licences and formats that reflect fan demand across age groups and regions.
At the forefront is a new wave of YuMe’s own Hero Box novelties, featuring characters from Stitch, Harry Potter, Jujutsu Kaisen, and Toy Story. These stylised mini figures are compact, collectible, and designed with both surprise and display in mind. With strong character recognition and attention to detail, they’re ideal for gifting or collecting — and the latest line offers enough variety to appeal to a wide audience.
The line-up spans YuMe’s broader portfolio, including Pocket Hero and Bobble Head formats, each adding a dose of playful energy. New Squishy figures introduce a tactile twist on key characters, while the DZNR plush range brings a softer, more design-led interpretation to the mix. Together, the range offers a diversity of price points and formats, ensuring there’s something for every fan.
By focusing in on core entertainment properties, strengthening key formats, and expanding where it matters, YuMe is entering the season with clear intent. The Autumn range is compact, considered, and aligned with what fans are looking for. This isn’t about volume — it’s about precision.
JUST PLAY UK
uksales@justplayproducts.com
Just Play UK’s high-level marketing support is to be seen across the breadth of its Q4 portfolio, with full 360 marketing activations to ensure its ranges remain front of mind throughout the season.
There’s a big birthday in the Just Play portfolio this year as Original Slinky, the classic metal toy, turns 80.
Just Play UK is turning up the volume to ensure families are familiar with the newest interactive pets from furReal, licensed by Hasbro. For Christmas, furReal Coco the Tumbling Panda is set to be a hero item following the sellout success of the 2024 Dream Toy award winner Peanut the Playful Monkey. Plus there’s furReal Maggie the Feed & Follow Cow, the sweet highland cow, and a new palm-sized format in furReal Handfuls.
Coco, Maggie and the Handfuls’ many realistic features will be seen through traditional channels with a linear TV campaign, alongside VOD and heavyweight preroll across YouTube and gaming platforms. As the buying season approaches, a paid social campaign will be activated, reaching millennial mums and gift givers to drive conversion. Retailers will also be supported through tailor-made campaigns.
As master toy partner for Disney Stitch, the latest toys in the collection will be the focus of a significant awareness drive. The hero toy in the range is all-new Disney Stitch Ultimate Stitch, the interactive feature plush with over 100 sound and motion combinations. Stitch’s hilarious antics, movements and sounds will be broadcast for all to
0161 633 9800 | sales@charactergroup.plc.uk
Character Options ramps up for a successful final quarter, with high-level marketing support across the breadth of its portfolio.
As the UK and Ireland’s exclusive distributor for Playmates’ Mighty Morphin Power Rangers (MMPR) toy line, Character is placing extensive support behind the Mighty Morphin Minutes and 4K revamped episodes on Netflix. Character is also proudly presenting the MMPR action figures, vehicles, collectibles and role-play lines to a new generation of Power Rangers fans. Not only are adverts being aired from the Character Kidztube channel, but there is heavyweight preroll for the MMPR toy collection, too. Epic press kits helped to celebrate the launch of the new toy lineup, whilst influencer activity is helping to further increase visibility of the collection online. Character will even be taking the brand to MCM London Comic Con, the UK’s biggest celebration of all things pop culture, for an experiential event that will take the brand direct to its fans.
see in the TVC, with a linear TV campaign that kicked off in August. The push will be further amplified with YouTube ads, digital and gaming preroll and paid social, plus further in-store and social activity.
Disney Doorables also remains a top priority for Just Play UK in the final quarter, with social media activity across TikTok and Meta.
customerservices@rubiesuk.com | www.rubiesuk.com
Consumers are turning their thoughts to spooky season, and with Halloween this year falling on a Friday its set to be frightfully popular. It’s a huge retail and marketing event for dress-up, which is why two industry giants, Rubies and Smiffys, are launching a combined Halloweekend campaign. As the leading providers of dress-up, and the unrivalled destination for Halloween must-haves, both companies invite retailers to explore iconic and trendsetting ensembles in preparation for exciting Halloween opportunities.
The Halloween 2025 Collection, featuring playful and spooky costumes that will enchant and delight, features everything from the vibrant Pop Art Mummy to the spirited Adult Zombie Cheerleader and the athletic Zombie American Football Player. For sports fans there’s the Zombie Rottenaldo and Zombie Rotter Federer costumes, plus a majestic Red Dragon costumer for fans fantasy. Every costume brings a unique twist on a classic Halloween theme.
As the spirited festivities draw near, Rubies also unveils an array of Netflixinspired costumes that promise to captivate audiences and leave a lasting impression. Embark on an adventure with the fearless Monkey D. Luffy Costume from One Piece, a fitting outfit that embodies the charm and courage of a legendary pirate, or dive into the challenging world of Squid Game with an extensive, exclusive collection of costumes.
Toy Tester Mum Jess and daughters Skylar (6) & Star (5), along with Mum Rachael and her daughter Lily (6) test the Just Play FurReal Handfuls and full size interactive ranges. With the Handfuls there are Chirps the Cockatoo, Shivers the Penguin and Shy the Red Panda (ages 4+ RRP £17.99). These interactive toys come to life in the palm of your hand. They respond to over 50 combinations of sound, movements and phrases.
TnP Toy Tester Lilly - Age 6
Skylar was initially drawn to Chirps the Cockatoo and said: “She is so cute. She has a very fluffy belly. She says funny things and makes me laugh when she chirps. When she’s hungry, I pet her and she’s then happy and sings.”
TnP Toy Tester
Skylar - Age 6
Mum Jess commented: “I have a friend who has an autistic child, and I know she would like these toys too as they are good at soothing and giving that nurturing experience. I like the way that the more Skylar plays with the toys, the more playful the animals become with conversation and movement.”
Jess continued: “There is lot of play value. Skylar loves all things animals and so this is a big hit. Each animal does similar but different things and so is a great range to collect. Added to which they’re a great size to pop along with us on car journeys to keep her amused.”
Lily, tell us about Shivers the Penguin?
“When I put him in my hand he starts talking to me. I love how he tells me what he wants and he blinks and moves his feet. I like that I can carry him around with me.”
Mum Rachael added: “These are really cute interactive toys. I didn’t get the appeal at first but then when you realise just what they do, I can see why Lily was hooked. Kids get to care for them and do fun tasks. I can see her having endless little adventures with them. Given what I’ve seen I would expect Lily to play with these toys a lot. They’re also pretty robust and so won’t fall apart.”
Maggie the Feed & Follow Cow and Coco the Tumbling Panda are part of the FurReal interactive range. Both toys feature many details and have personalities that come to life. Each toy has over 50 sound and motion combinations.
TnP Toy Tester Star - Age 5
Lily, tell us more about Maggie the Cow?
Lily: “She’s fun. I like feeding her. She makes slurpy sounds and burps. When I twist the bottle she starts following me and then her cow bell rings and her tail swishes really fast. Lily is giggling away and in fact, hasn’t stopped.
Mum Rachael said: “Lily is glued to this Cow! Lily can do so many things like patting the Cow’s head or feeding her
TnP Toy Tester Lily (6) with Maggie the Feed & Follow Cow (RRP £49.99. Age 4+) Toy Tester Star (5) with Coco the Tumbling Panda (RRP £69.99. Age 4+
and then the Cow will go from singing to talking, walking and drinking. Lily loves to roleplay, so she can interact really well especially when playing on her own.”
Star, tell us more about Coco the Panda “After I feed her she goes to sleep in my arms and closes her eyes. When I wake her up I tickle her foot. If I pat her she rolls over and keeps on rolling and giggling at me.”
Mum Jess said: “My daughter’s jaw dropped when she started playing with the toy especially the tumbling panda. It’s clever it actually moves likes a real panda and so smoothly. Star’s got the biggest grin on her face and hasn’t stopped playing with it.”
Jess added: “Star likes to take toys to bed and this will be a real comfort for her. She can feed the panda and it will lull her to sleep with her sleepy noises and then stay silent. I like that it’s a toy that is both active and then calming.”
Clare Turner talks to Jo Kempsmith, owner of Sugartown Toys in the Suffolk market town of Bury St Edmunds, which opened its doors in July
Bury St Edmunds gained a new independent retailer on July 26 with the opening of Sugartown Toys. The store is the brainchild of owner Jo Kempsmith, who was inspired by a family holiday to France in 2022, where she “fell in love with the beautiful toy stores that seemed to be on every street corner”. She wanted to create a similar space where children and adults “could come together, play, and have their imaginations fuelled”.
Jo explains: “As a local parent, I wanted to create something joyful and meaningful for families in Bury St Edmunds. I’ve always loved the magic of toy shops - they’re places full of wonder - and I felt there was space for something play-focused, beautiful, and personal. I wanted to bring back that sense of discovery for children, and give parents access to high-quality toys that encourage creativity and connection.”
So, three years later, and with two toddlers of her own in tow, Sugartown Toys was born. Jo aims to distinguish her business venture from competitors by its in-store environment and thoughtfully curated selection of toys.
She says: “Sugartown is more than a shop; it’s an experience. We focus on
AsaBury mum, I’ve created theshop I wished existed: somewhere children canexplore freely,and parents canshop thoughtfully ”
children aged seven and under, with a space designed for play and interaction. It’s calm, inviting, and filled with beautiful, purposeful toys.
“We want the shop to feel bright and child-friendly: a place where kids can explore and families feel welcome. It’s not a rushed shopping experience. It’s somewhere to slow down, discover, and enjoy. You won’t see any ‘do not touch!’ signs here. So try on that cape, flick through that book, and play that xylophone - you’ll be in good company.”
She is adamant that each item stocked must meet three criteria. First, it must be truly playable. “There isn't any precious glass snow globes or stiff wiry teddies on our shelves,” she says. Second, it must be durable - able to withstand the “roughest and tumblest of play”. And third, it must be beautiful. “We believe toys should have style AND substance. We hand-pick items that are not only fun, but look good on your playroom shelves or, let’s face it, your living room floor.”
Sugartown’s product mix spans “pocket money treasures to timeless keepsakes,” with suppliers including Djeco, Janod, Schleich, Steiff, Yoto, Rex London, Tender Leaf Toys, ThreadBear
Design, Candylab, and Uncle Goose.
Jo’s favourite category is the dress up range, which “just makes my heart sing, especially the historical pieces like knights’ helmets and bows and arrows - which have also been a real hit with children too.”
The dress up clothes are supplied by Mimi & Lula and the more historical pieces are from German brand VAH. “Children love our dress up corner in general and seem to instantly gravitate towards it,” she says. “And both boys and girls love the 'weaponry'!
“Our first ever sale was to a little girl who got a full princess outfit, complete with a unicorn shield, dagger and sheath, and a mini bow and arrow,” she recalls. “I think parents really like that it's something a bit different, and has an educational element to it - and the quality and price point are both something they can get behind.”
She notes that a surprise success has been a traditional steam train sound wooden train whistle from Rex London, which she’s already sold out of twice. “I guess it's just a classic toy which never goes out of style!” she smiles.
Sugartown complements its physical presence with an ecommerce website launched on August 6, which offers click-andcollect, nationwide delivery, and a 10% discount for first orders. A gift
“Without a doubt, the most rewarding aspectof openingso farisseeing children walk in wideeyedwith excitement, andparents saying:‘Thisis exactlywhat we’ve been lookingfor.’ It’s been heartwarming to feel so welcomed bythelocal community.
wrapping service and gift vouchers are also available.
Marketing activity is centred on Instagram (@sugartowntoys), where the business shares shop updates, product highlights, and behind-thescenes glimpses.
Early customer feedback has been positive. “As a Bury mum, I’ve created the shop I wished existed: somewhere children can explore freely, and parents can shop thoughtfully,” Jo says.
“Without a doubt, the most rewarding aspect of opening so far is seeing children walk in wide-eyed with
“We’re so proud of our Suffolk roots. 'Sugartown' is actually a lesser known Bury St Edmunds nickname inspired by the town’s iconic sugar beet factory [owned by British Sugar]. As a Bury native, this factory has a special place in my heart. It’s often the first sign of Bury when driving eastward, with its sweet-smelling steam billowing over the town, signalling that you’re almost home. That’s exactly how I want Sugartown Toys to feel for our customers: a joyful place where they feel at home.”
Sugartown's offering covers a host of play patters and price points, with top suppliers including: Djeco, Janod, Schleich, Steiff, Yoto, Rex London, Tender Leaf Toys, ThreadBear Design, Candylab, and Uncle Goose.
Peter and Liz Ireland set up the family-centric, hugely successful and rapidly expanding Bigjigs Toys back in 1985. TnP went down to the Kent coast to catch up with Liz and have a warm chat exploring the personality, chemistry and philosophy of the company
Before we go any further, we have to ask how Peter Ireland’s original shed is coming on
When we moved house many years ago Peter’s shed went into the garden and that was where it really came to its own. He spent a lot of time making all sorts of things: badges, brooches, fronts to pencil box blocks and all sorts of things because it was also used for screen printing.
The shed's gone now, but he's got a six by three metre space that we refer to as his office. It is a workshop in the corner of the garage which is in a set of two.
He’s always fixing stuff. And if we need to knock something up quick, it's usually done at home. Sometimes, if I've got an idea, we might knock something up on a Sunday morning.
How did you arrive at the Bigjigs name?
“
It was jigsawsthat were sold in Covent Garden and theywere made out of six-inch floorboards ”
Oh, originally, it was jigsaws that were sold in Covent Garden and they were made out of six inch floorboards.
I remember when the accountant said: “You need to choose a trading name.” And I think Peter and I were driving somewhere and discussed what we were going to call ourselves. We wanted something bit quirky based on the size of the jigsaws. How thick are they? Are they different? Are they wooden? And we came up with Bigjigs.
In the early days, when we did agriculture shows and I would go to a different bank to pay in credit cards, cash or whatever. The tellers always used to ask: “Oh ‘Bigjigs’ – what do you do then?”
“Well, we make jigsaws” And they would say: “Oh, these toys are coming back. Oh. My. God!”
Going back to 40 years ago before this
became a major business, what were you personally doing as far as jobs were concerned? You clearly have a sharp business brain. So were you doing something like this beforehand?
I taught geography in Lincolnshire. I come from a long line of farming family. Everybody worked for themselves. I sometimes think about this and I was probably 15 or 16 before it really dawned on me that not everybody worked for themselves, but there was this status of employment where you could work for somebody else. You’d turn up in the morning, do your job and come away in the evening. We were never brought up in that framework.
We associated being with our dad because of bad weather. As a farmer he was always out in good weather. He was up first thing in the morning then out somewhere on the farm and came back
when it was dark. And that was probably because the tractor lights had stopped working. All my uncles – all farmers. My mum was one of eight and she had seven brothers. All seven farmed.
On a Sunday morning at my grandmother's, the seven boys used to sit around the table with my grandmother at the top and Uncle Tom would be saying I owe 50 quid to Charlie and Uncle Frank would be saying, you know, one of the others owes 75 and used to be the settling update every week.
And then on my dad's side, he was one of seven, four boys, three girls. All four boys farmed. Grandad farmed and my grandmother farmed on the other side.
And at Christmas they were all talking wheat prices and barley prices, the weather, how many gilts have you got, beef stock and, well, cauliflowers.
All this was in the days when kids were told to finish their plate and couldn’t get down until you had. And children should be seen but not heard.
So we would hear mum and dad talking about what was going on on the farm –wheat prices, the greenhouse, tomatoes and the coke being delivered to keep us warm and all that sort of thing. Of course me and my sister were kicking each other under the table and being naughty but clearly something rubbed off.
That then made me cancelmy university placeand gointo psychiatric nursing ” “
So what made you rebel to become a geography teacher?
I had a place to go off and do a geography degree when I was 18. And then I was one of the first people to go through the Duke of Edinburgh's award scheme to do so.
As part of my community service, I opted to spend quite a lot of time in a halfway home for people who needed a bit a bit of extra care because they couldn't quite manage themselves out in the community. Absolutely loved it. That then made me cancel my university place and go into psychiatric nursing.
I went down to Cambridge and did three and a half years nursing and qualified. But then decided I needed to go and get that geography degree so I went off to college from 1978 to 81. I did a BA degree alongside a certificate of education. And then came down to Dover in 1981 to teach.
And that's where you met Peter?
And that's where I met Peter. We'd both been interviewed. Back then you had to come in the day before school started to be given more detail on the timetable and other practical information. We sat outside the headmaster's office.
Peter was coming in as a head of department, so he was way above me – I was just a probationer. So anyway, I was next to Peter outside the head's office. What on earth was I going to talk to this man about? He'd got years of teaching experience.
Then Peter said: “It's always a bit dull at things like this. We're not quite sure what we're here for but we've still got to take in all this information.”
And then he said: “I always wear a special tie when I come to places like this.” I looked at it and I thought, oh, a navy-blue tie with a red sort of paisley pattern and told him it was nice.
Then he turned the tie over and there was a naked woman on it. I was going in as a probationary teacher and I couldn’t even sit still he'd made me laugh so much. And that was where we met.
During term time he was around in the staffroom but paid little attention. Then one Saturday, during school
Liz says: "Working towards a sustainable future is important and a key selling point these days. Everyone should make a contribution and we are no exception:"
■ 216 solar panels were installed on the warehouse roofs in 2011 –long before sustainable energy became a real topic
■ Every light across the business is LED
■ A greater proportion of company vehicles are electric rather than petrol.
■ We recycle all cardboard, paper and drinks cans. The small amount of non-recyclable waste is combustible waste - nothing goes to landfill from our offices or warehouses.
■ The wood used in our production is FSC accredited
■ We avoid completely designing plastic into a product unless it is as a component part to overcome a safety aspect of the design
■ Our packaging is made from 90% recycled board and printed with soy inks
■ Plastic is not used in internal packaging, we prefer FSC cardboard for stability.
■ Tamper seals are made from glucose
■ Poly bags are not used for production, we prefer paper and that is FSC too.
■ Shrink wrap is now all recyclable
■ Product transit bags are transitioning to one that's recyclable at end of life
■ We own the House of Puzzles brand and we think we were the first puzzle company offering 100% plastic free packaged jigsaw puzzles on the market.
time, he decided he was going to organise a trip for staff to go to the Snowdon coal mine in East Kent. It was part of a system of three mines that were close to being shut down. And so we organised this trip and there were probably about six or eight staff. Two staff had previously taken me under their wing, because I'd come down from the north. And they made sure that if they went for a drink on a Friday night I would
be invited and occasionally I’d go round for a roast on Sundays.
But anyway, Peter organised this trip down the coal mine, which would have been in March. And that was it. We got married the following December. And it’ll be 43 years that December that we’ve been together.
How’s it going with all the acquisitions you’ve been making in recent times and how many is it now?
It’s 13 now. Fiesta Crafts, was in January and House of Puzzles was middle of last year. You just have to take these opportunities when they're presented. We might be out looking for what we could add to the range, but the opportunity may not be available at that moment. And it's only when you get to know about a company that you think: could we make this work?
When it’s time to act, we're quick to turn anything round. Between us, there are lots of important things that we all know. We always know what our bank balances are, what the stock value is, what the stockholding is and we all know what our debt book looks like. So we're able to assess our position quite quickly.
We've also got a fantastic financial controller who feeds us pertinent accurate information. So based on all that information, we're very quick to be able to say: “Yes, we can do something or no, it’s actually beyond us.” You know when not to proceed, which is just as important as going ahead.
And “the knowing not to” is usually based on the fact that there might be some conflict between the acquisition range and one that we've already got.
Has anybody approached you to acquire Bigjigs?
Yes, I had a call about an hour ago! Maybe I should pay more attention to them, but I don't because, you know, I've never had the question of the need to exit
because there's our two boys, Sam and Tom. Sam's been in the business for 17 years and Tom somewhat less than that.
Sam went out to Australia after his A levels to a cricket academy and didn't really know what he was going to do. I suggested that maybe he ought to consider Bigjigs. Not telling him to come into the business but if he had a list of what he might want to do then he could add in Bigjigs and give it some thought. He came back and it was: “Yeah, okay.”
My view was, you've got to start at the bottom. You need to know exactly what happens, like when we bring in stock, how we look after that stock, how we manage that stock, and how we sell that stock. And then, once you know all that, you can come and do something different.
Had either of them done something before joining Bigjigs?
Sam wanted to play cricket but then had an injury and so wasn't able to play in the top-flight. Tom did go off to university, didn't know really what he was going to do at the end of his course and said he thought he might like to come into the business.
It's a simple stacking toy. But the actual production of it is wonderful.
And in terms of packaging, probably something from the Scandi range, which is in the grey boxes.
All in all, you've got something blue (Bigjigs rail), red, (Lotto) and grey (Scandi). That's really cool.
How involved is Peter these days?
Peter has an opinion about a lot of things but he doesn't have any specific responsibilities. He does like to know that the staff are all happy and are all well looked after.
He likes to see product coming through and if he gets the opportunity when we're at the developmental sampling stage to perhaps make a contribution – like if he happens to see something on a table – he will have a bit of input about that product and the packaging.
Coming near on full circle, beyond his creative talent, how was Peter in the early days of Bigjigs?
“
We are verymuch a team –one that is a reflection of the business and the business is a reflection of the team ”
The key thing you said just now is that they had to start at the bottom. There are other businesses, where that's not been the case. Those risk getting run into the ground because the youngsters think they're everything, but know nothing.
Sam and Tom had to do their first aid, they had to do their risk assessments, they had to do their forklift and more so that they could understand it and see how it all worked.
I love the fact that you clearly respect and value your staff rather than look down on them and that is so important. Because again, companies that do look down tend to be unhappy places.
We are very much a team – one that is a reflection of the business and the business is a reflection of the team. And had we a group of disruptive and unhappy staff, we'd not be going anywhere.
Here's another favourites question. What is your personal favourite toy or creation that Bigjigs has done over the years?
Well, I think there are a number of things. If I were going for play value, I would always go for a railway.
If I was going for a piece of artwork, I would go to the one that I choose if I need to show somebody the illustrative style that I particularly like and that's Bigjigs Lotto. It's got some of the most wonderful illustrations that were done by a young man that worked for us.
If I went for quality, I would choose something out of the Baby Bigjigs range.
Peter was pivotal in the early days. He has always been able to relate to consumers and children really well, had the gift of the gab and had the ability to sell ice to eskimos. Whether it was on a face-to-face basis or slightly later when we decided to enter into the world of mail order, Peter would be upselling! At a craft fair or agricultural show Peter worked tirelessly to convince his audience they needed the latest product we had made or added to the range.
As Sam approached school age we both knew the business had to change otherwise Peter would have been off to a county show alone and I would have had to remain at home. In an effort to keep us all together we penciled out our year to work shows in the holidays in addition to trying to build up the wholesale side of the business via Spring and Autumn Fair. We operated as a partnership in all aspects, deciding together on new product designs and the production of them, how the packaging would look and importantly, how we would try and sell them to the increasing number of independent retailers that showed interest in our business.
It was a fascinating time and there were always a lot of ideas of what we could try and, crucially, what we should avoid.
A couple of final questions. Is there any particular event that you've arranged for the 40th anniversary celebrations? No. I am the world's worst at celebrating. The absolute world's worst. There will be something but I don’t know what just yet.
And do you still have Peter’s tie? It’s around somewhere and I know what you’re going to ask. No! You can’t have Peter’s tie or even take a picture of it.
Bear Faced Games the games division of
Construction toys continue to be a rock-solid foundation for playtime sales and suppliers are happy to continue building on their success. TnP takes another brick-by-brick tour of the latest developments in the market…
Dave Martin & Mary Price, co-founders and CEOs at Addo Play
How do you think the construction toy category is performing at the moment?
The construction toy category is in a truly vibrant and dynamic phase. It continues to perform incredibly well and remains the number one super category, with consistent year-on-year growth. What’s especially exciting is the balance between long-standing industry leaders and a wave of fresh innovation. We’re seeing classic concepts being reimagined in clever, contemporary ways, breathing new life into the category.
At Addo Play, we’re proud to be part of this momentum with the reintroduction of Meccano, an iconic brand that’s evolving with the times while honouring its 125-year legacy. Meccano is a perfect example of how heritage and innovation can coexist to inspire the next generation of builders.
Is there anything coming down the line that you view as exciting and new?
The construction category continues to thrive, with more diversity than ever in how children, teens, and adults engage with building play. From junior
“The appetite for construction toys spans all age groups and is showing no signs
of slowing down
”Dave Martin & Mary Price, cofounders and CEOs at Addo Play
sets to complex models, the appetite for construction toys spans all age groups and is showing no signs of slowing down.
2026 is set to be a landmark year for us. We’re bringing a full rebrand to Meccano, refreshing the brand’s look and feel to better reflect today’s builders. Alongside this, we’ll be introducing new licences and expanding the range with reengineered classics and entirely new sets that offer fresh ways to build and play. It marks a bold evolution for Meccano and signals a new chapter for the marque. One that’s firmly focused on becoming a better way to build.
Are there any trends, category developments and/or films & TV shows that are driving interest further?
We’re seeing a fascinating shift in what’s driving interest. It’s less about traditional licensing and more about tapping into cultural relevance. Motorsport, especially Formula 1, has emerged as a major influence. It’s not just about racing anymore; it’s about lifestyle, innovation, and global appeal. The market is increasingly linking construction play to real-world icons such as F1 teams, motorcycle and road car manufacturers, and it’s bringing a fresh energy to the category. These connections resonate with fans of all ages and help broaden the reach of construction toys beyond traditional themes. It’s a smart, creative way to blend hands-on play with aspirational storytelling.
TnP caught up with Lee Crocker , UK and Ireland country manager at Cobi Toys
Happy times in construction toys?
I would say that as a whole the construction market is outperforming the rest of the categories. With Mattel coming into the market this will also push the category further, especially as they are aiming at the Kidult sector.
Anything new coming up?
We have a number of new products arriving from September to the end of November. Some Military and others not. Can’t give anything away, but one of these will be advertised in this magazine. Favourite when you were young?
Airfix I did have other plastic kits and brick sets, but these were my staple presents brought to me by members of the wider family who all served in the army. I enjoyed the quiet time building them and hanging them from the ceiling. My mum however hated it – dusting!
If a retailer was looking for just one construction toy or range to stock, what would be your top suggestion?
Meccano, without a doubt. Addo Play now holds a multi-year global licensing agreement to carry it forward, inspiring a new generation of builders and innovators worldwide. Meccano has always sparked imaginations with its unique system of metal parts, real tools, and mechanical components. It’s a hands-on experience that lets builders explore how things work, from simple fun builds to complex, functional models.
What makes Meccano different? It’s about using real tools, working with durable materials, and building something that feels real. It’s a fun, rewarding challenge that grows with you, whether you’re just starting out or picking it back up as a passion project.
ONE FOR FUN
0141 613 2525
www.oneforfun.com sales@oneforfun.com
UNIVERSITY GAMES
0207 254 0100
sales@ugames.uk.com www.university-games.co.uk
For construction play that builds more than just toys, University Games and Lagoon offer plenty of building fun for all ages. From exciting STEAMfocused toys to best-selling 3D licensed stadium puzzles, the range inspires budding builders. Whether it’s hands-on science exploration, early engineering play, or creating something for football fans to display with pride, building has never been more fun or more educational.
The innovative new National Geographic How Things Work range from Lagoon is a standout addition to the construction category. The line-up includes a Blast Off Rocket, Racing Car, Parachute Launcher, Aeroplane Launcher, and Hydraulic Lift, along with clever builds like a Vacuum Cleaner, Monocular, Periscope, and Kaleidoscope.
helps children learn the fundamental principles of motion, flight, and force and develops problem-solving and engineering skills
For football fans, the University Games range of licensed 3D football stadiums includes the prestigious home grounds of Manchester City, Newcastle United, Tottenham Hotspur, West Ham United, Liverpool and Arsenal.
The award-winning Techno Gears range from The Learning Journey introduces children to mechanical movement and early engineering concepts in a way that’s exciting and hands-on. The Dizzy Droid, Dino Bot, and Crazy Train each include 50+ construction pieces and a motor, bringing gears, wheels, and characters to life in a whirl of motion and colour.
Perfect for introducing young minds to geometry, construction, and architecture, The Learning Journey the Techno Tiles construction range encourages children to transform simple geometric shapes into complex creations. With over 240 colourful pieces including squares, triangles, wheels, and snap-on connectors, the Techno Tiles Base Set provides endless opportunities to design and build imaginative structures.
Check out the latest designs and colourways in Tobar’s Pocket Builds. These fun and creative eggs are the perfect way to get kids building and creating. Each egg contains a variety of colourful building unit blocks in different shapes and sizes. They all can combine and fit together to create new shapes and designs. With these building blocks, kids can construct anything their imagination can dream up.
All Tobar toys... ...are kid-tested for fun, engagement, entertainment and play value
The compact size of the eggs makes them perfect for on-the-go fun, so budding builders can bring their creativity wherever they go. They retail at a compact price too, making this a pocket money purchase that packs a lot of play value. Let their imaginations run wild and watch them build something amazing with these pocket money Pocket Builds.
Who doesn’t want to be a T Rex?
07401 140526 | info@dinosuit.co.uk www.dinosuit.co.uk
Originally developed in an educational setting by teacher and inventor Ross Padgett, Dinosuits were created with more than just fun in mind. The concept was born to help young learners develop essential fine motor skills through a hands-on activity that mimics the process of assembling a real fossil. Children use their hands to piece together a life-sized, wearable dinosaur skeleton, much like a budding paleontologist might do in the field.
But the learning and excitement don’t stop once the fossil is complete. Once built, the Dinosuit transforms into an interactive costume that children can actually wear. This engages their gross motor skills, encouraging full-body movement as they walk and roar.
01732 225821 | info@commotion.co.uk | www.commotion.co.uk
In today’s competitive retail climate, parents are increasingly seeking sustainable, open-ended toys that combine long-lasting appeal and educational payoff for their children.
Block play is widely acknowledged in the early years sector as a powerhouse for holistic development. It nurtures fine motor precision, hand eye coordination, spatial reasoning and early maths, while supporting vocabulary growth as children describe shapes, colours, and constructions. It also improves resilience and problem solving skills as children mature and begin to experiment with more complex structures, adapt when towers tumble, and become more confident with spatial reasoning.
The newly extended Wooden Building Gem Blocks from tickit (also available in a smaller size), delivers a premium open ended play solution. With smooth, natural beechwood bricks in different shapes and sizes, as well as sparkling crystal gem cubes, gem circles and kaleidoscope blocks, it encourages creative construction, colour recognition, sensory exploration and descriptive language in calm, focused play.
Open ended play supports the three main characteristics of effective learning for children as they grow: playing & exploring, active learning, and creating & thinking critically. Unlike toys with a predetermined outcome, open ended construction activities empower young children to lead their own discovery, exploring balance, pattern, colour and scale as they build and solve challenges through trial and error.
tickit best sellers –include the Rainbow Architect Set and Sensory Blocks
The new Wooden Kaleidoscope Blocks, ideal from 10 months, are chunky beechwood cubes with vibrant kaleidoscopic centres that mesmerise, supporting visual awareness, early stacking and building, as well as cause and effect understanding.
Also proving popular, especially with light panel play, is the Translucent Colour Pyramid Builder, which enables children to stack colourful acrylic structures, experimenting with layering, logic, light and colour.
COBI TOYS UK
07584 858978 | l.crocker@cobitoys.co.uk | www.cobi.eu
Cobi is pleased to launch a third Titanic model to its collection. This model (COBI-1686) is in a 1:300 scale, which measures an impressive 90cm in length , 27cm in height and 11cm in width. There are 3,260 pieces in this set. It’s worth noting that this edition of the Titanic model has undergone a complete facelift. New brick patterns have been introduced, significantly enhancing the detail and aesthetics of the construction, plus many more features.
The other two products in the range are COBI-1860, a 1:700 scale model which was launched earlier this year, consisting of 593 pieces and measuring 38.5 cm in length and 12cm in height. Comes complete with a display stand. Finally, COBI-1929, which has been in the range for a number of years and still very popular. This model is in a 1:450 scale, consists of 722 pieces and measures 64cm in length and 15cm in height
The Titanic’s maiden voyage disaster drew public attention and spurred major changes in maritime safety regulations and inspired a lasting legacy in popular culture.
ADDO PLAY
01494 917250 | info@ addoplay.com | www.addoplay.com
Build 2 ultra-stylish model cars while learning about science and engineering with the Meccano 2-in-1 Race Car.
This 2-in-1 set allows for 2 super-sleek motorised builds. With included articulating doors, a multispeed motor and LED piping for working head and taillights, young inventors will construct a realistic supercar they can truly be proud of. When the first model is finished, young thinkers can proudly display it, use it to enhance imaginative role play or take it apart to build the second model using the included instruction manual.
Inspire creative minds interested in mechanics and engineering with the 2-in-1 Race Car from Meccano. Meccano offers timeless, real-world engineering empowering builders of all ages to bring ideas to life through hands-on play. Unlike traditional construction toys, Meccano provides a realistic engineering experience with high-quality, durable materials designed for multi-generational appeal.
Jollys Toys was among the casualties of a certain plush brand’s indie-pocalypse. But owner Charlotte Croser has found life can be sweeter when forced to do what indies do best: pivot, be nimble, and listen to customers
One of the superpowers of an indie is the ability to be nimble, make changes and introduce newness to your shop in pretty short order. It’s one of the aspects of my job that I really value and enjoy. And it’s one of the qualities that I think makes an independent toy shop so very special. You can react to new trends, customer requests and introduce new ranges and categories with relative ease; no need to spend months planning or having to convince seniors of your ideas. So when in mid-June I received from a supplier one of the now infamous ‘Dear John’ letters, sent out of the blue from a well-known, catshaped plush brand, I put those superpowers into action.
The American’s have a saying, ‘when life gives you lemons, make lemonade’. At the point of receiving
“ I was reminded of my superpowers as an indie shop keeper to do as Ross from Friends commands: pivot! “
that letter I felt that I had received a heap of bitter lemons, when I had for many years been happily selling sweet peaches and juicy strawberries. No longer available to me were those best-selling, sought-after fruits. So a recipe for sweet-tasting, irresistible lemonade would have to be whipped up.
Admittedly, it took some days to dust my superhero cape off, catch my breath and pull up my big girl pants. Being dumped is never nice. When you stock an iconic, best-selling brand and are known far and wide for selling it, build the rest of your ranges around it and rely on the income from it, it’s not easy to say goodbye.
But several brilliant things happened. Firstly, my customers reminded me that it’s not the end of the world. While I had been worried about a backlash that would be
aimed at Jollys for the situation, and that I’d have amused, smiley face egg on our face, the opposite was true. One customer said: “Ultimately I think you’ll find we all love Jollys more than we do those products.” Yeah, ok, I cried when I heard that. Second brilliant thing: the out of the blue, ingenious email that I received from the UK agent of a French plush brand. I knew the supplier, but was simply on a mailing list and hadn’t ordered from them before. The timing of that email was perfect. The gist was, ‘We sell beautiful soft toys, we are lovely to deal with and we value working with independent toy shops. No stress, just beautiful products you can display however you like’. Yes please! Email received Sunday evening, replied Sunday evening. By Monday morning we had made an appointment
to meet (more on that later).
The result of the two brilliant things? Empowerment. I was reminded of my superpowers as an indie shop keeper to do as Ross from Friends commands: pivot! Jollys, like any indie toy shop, is loved for more than just one brand; there are many more fluffy, cute fish in the sea, and there are suppliers out there that want to work with small shops. Wallow-no longer Mrs Jollys, get on with it, the sea is full and ready to swim in!
It took less than two weeks following the receipt of the bittertasting letter to sell off remaining stock and replace with the first of Jollys’ new plush brands, Bear & Me by Charlie Bears. Lovely, super soft toy animals which work really well as new baby gifts, but are also being snapped up by tweens and teens and kidults who can’t resist a cuddly. Quick and easy to set up an account, so far delightful to deal with and next day delivery.
For the first time in a long time, I feel free to reimagine our plush offering and make it the best it can be for my customers, not driven by any outside influence, but by my own rules. I’m working on a shop movearound and seeing this chapter as a fresh new start, a pivot into newness. Next fortuitous happening was that I was to be on holiday near Harrogate around the time of the Harrogate Home & Gift trade show in July. I’ve visited the show before and enjoyed it, but it isn’t the easiest time of year for me to make a special trip. So what luck to find that I could spare an afternoon of my hols to attend. First stop was to meet that clever agent who wrote that brilliant email, and her brand of merry French plushies in person. Moulin Roty is on my shopping list and will be joining the Jollys family later in the summer. Brilliant!
I found the event just as useful and enjoyable as last time and would recommend it. It’s like a cross between Top Drawer and Spring Fair, on a smaller scale and in a much more visitor-friendly venue. There was a good dose of small suppliers that you are less likely to find at the bigger shows, and they stood alongside large suppliers like Rex, Warmies and BigJigs. I guess you could say it’s like the gift industry’s version of the Toymaster show for its friendliness factor. There’s definitely a warm buzz about the event.
For a shop like Jollys, which combines children’s toys and gifts with greetings, stationery and other quirkiness, it’s ideal. I found some potential new gift ranges and was able to see others I’ve found online in the flesh, which helps enormously. It’s always a pleasure to catch up with my BigJigs rep Hannah, and the Depesche team – all of whom I have worked with for many years. I placed an order with the latter as it makes so much sense when you are looking at the products in person. I was also pleased to see Claire, who heads up UK sales for Plus-Plus, and got some great new ideas for displaying the product in store and enhancing the summer play sessions I have planned for August.
Attending Harrogate made me even more sure that I will attend Autumn Fair in September. I find buying in this second half of the year so much more useful and relevant than in January and February. By this point in the year I have forgotten a lot of the newness I saw so many months ago. And it comes back to the nimble nature of indies – no need to order months in advance, but see how the year pans out and react with agility to fill the shelves for Q4.
Other pivot-worthy changes at Jollys of late: adding the 3D fidgety creatures to our pocket money offering. They are quite the trend of the summer. I dipped a toe in the water with a couple of styles ordered from Muddleit, and realised within a few days that they were a hit in Jollys so ordered a pile more. I chose four different creatures, each at different price points, so that there would be something for every pocket. So far, so good. I think they’ll be a summer romance of a product rather than a long-term love affair, but that’s the beauty of being able to make and act on a quick decision, and to ride the wave while it’s high.
positive appeal. I use Reydon Sports to supply as I can order in singles, so pick and choose the quantities that suit Jollys bijou space. I’ve had to reorder at least twice this season already.
Indies, we are small but we are mighty “
“
I’m fortunate to be in a lovely WhatsApp group of fellow indie toy shops from across the land. Just as I was getting stuck into my holiday after the little diversion to Harrogate, one shopkeeper popped onto the group to alert us all to ‘Faire Market’ on Faire. com, which was running for a few days and offered deals across lots of toy brands on the platform. It’s a resource I use from time to time to shop around for newness and deals but the event hadn’t been on my radar until I saw that timely message. Lucky for me that I had my work gear with me and, after a long day of hiking the Northumberland fells, found myself with feet up in our holiday cottage surfing said marketplace and finding some great deals.
New greetings cards and a little top up of stock from Thames & Kosmos in the cart and already on their way to the shop, both with a nice little discount and more margin for us. Thank you fellow indie (and sorry Mr Jollys for work coming on our holiday once again!).
Other products that have been a boon for us so far this summer are the Waboba Moonball Bounceback and Tailball. Both are great for a party present or addition to the holiday packing, and the brand has such a
Indies, we are small but we are mighty. Remember your superpowers and celebrate the big wins you can achieve by being small. And the love from our customers and the best of our suppliers is always big because of our size, not in spite of it.
Golden Bear’s No Brainer was awarded one of the BTHA’s top 30 Hero Toys Awards earlier this year, at the 2025 London Toy Fair and so it was great that TnP and Co got a chance to ‘toy test’ what clearly is a bestselling game. Two families of mums and children tell us more.
Mairaid said: “The essence of the toy is really simple, "the brain" asks you a rapid series of questions, with the gamer relying on their quickfire reactions to answer either yes (nod the toy forward) or no (give it a tap to the side).
“As a parent, I really appreciated No Brainer's size; its transportable, compact and there isn't an over-abundance of packaging – all pros.
“The game is aimed at ages eight and upwards and I would say that is an accurate age suggestion. Rose, our eight-year-old, really enjoyed it – although Sadie (six) gave it a fair try too! The questions
TnP Toy Tester
Freddie - Age 4
are age-appropriate; the "things that fart" round went down a storm, of course! We even got it out at a BBQ with friends and it was an instant hit.
“One thing I really liked is that Rose could, and has, played this on her own – you don't need a huge gang, which makes it really ideal for one-child families.
“There are four game modes, although admittedly, we haven't tested them all. In No Brainer Mode, players can beat their own high scores and set new records, while Party Mode offers
TnP
pass-and-play option. There is also a Speed Mode with the option to answer 10 questions and for pro players, Expert Mode creates tough questions to dial up the pressure.”
Mairaid summarised: “All in all, No Brainer is a good toy with decent play value and all the kids have gone back to it a few times so that's a win-win as far as I'm concerned.”
Mum Jenny, family and her son Samuel (10)
Mum said: “No Brainer was genuinely really funny! As a parent, I’m always looking for games that are simple, fun, and keep the kids thinking. This game ticks all the boxes! The laughter, the friendly competition, and the fact that they’re using their brains –what more could you ask for? No Brainer turned out to be one of the best family games we’ve ever played which we all played together and the kids also without us needing to also play.
“The kids stayed entertained. Even allowing for the age differences, the rules are easy, and it’s the perfect mix of silly fun and quick thinking.”
Mum added: “It’s a kid’s game that’s just as much fun for the parents. We played all the modes. I liked the
Expert level which gave you trickier questions. There’s also some questions that are ‘Do’ and ‘Do Not’ and so you have to really concentrate and listen. It’s harder than it sounds and adds to the mix of quick-fire questions.
“Party mode was where one of us would start and then answer questions until you hear “Next Player.” You then have to pass the Brain onto someone else. If that player gets it wrong, they’re out. Basically, you keep going until one player remains. This works well when there’s a group of you as we did playing it also as a family.”
Jenny finished by saying: “No Brainer really is the screen-free family time I didn’t know we needed and a game where we’re all smart enough to be silly. No one was left out and we all had a really great time playing.”
www.goldenbeartoys.com 01952 608 308
customerservices@goldenbeartoys.co.uk
If you would
Katy Fletcher Head of marketing and product development
How do you as a toy business identify industry trends and decide which ones are worth focusing on?
Ravensburger has a global presence with teams based in a variety of locations. In this way we’re able to stay on top of global trends, but at the same recognise the nuances of each market too – our regional teams remain empowered to react to local trends and trading environments.
What is driving consumer interest right now?
Disney’s Stitch is continuing to strike a chord with consumers – our Stitch with Ears 3D puzzles remains our bestselling 3D puzzle, and we’re expanding our Stitch offering shortly with the launch of Stitch Labyrinth game. Consumers are looking for quality entertainment that enables them to take time out or connect with others outside of the digital world – we see this played out in the growing interest in games and the ever-growing footfall at shows like Games Expo bear that out too.
What's in store in the next six months, and what do you feel will be the highlights, hopes
Chris Sear Business Director Generation Media
and/or fears for business going forward?
This month our suppliers talk... about what’s driving consumer interest, their hopes for the sec- ond half of the year, the benefits of trade shows and more…
We’re looking forward to the launch of the ninth set for Disney Lorcana TCG, Fabled. At the heart of the Disney Lorcana world is a core of loyal fans who have been with us since day one. Later this year, we introduce our Collection Starter Set, which celebrates the wonderful collectability of the beautifully illustrated cards, opening up new opportunities to grow our audience. We also introduce a Disney Lorcana 1,000-piece puzzle series, which will welcome another new audience into the world of Disney Lorcana.
“for money speaks volumes, and we’re confident that we as a supplier can deliver that in each and every line we offer. We will stay in touch with our retail partners to do everything we can to help maximise opportunities that deliver for us both.
” Consumers are looking for quality entertainment that enables them to take time out or connect with others outside of the digital world – we see this played out in the growing interest in games and the evergrowing footfall at shows like Games Expo
Heading into the second year, how do you feel the festive season will be for retailers big and small?
The retail environment continues to present challenges for us all, but there is much to look forward to as we head to the important final quarter. Quality and value
How do you identify industry trends and decide which ones are worth focusing on?
At Generation Media, we take a multi-layered approach to identifying and evaluating industry trends, combining data-driven insights with deep sector expertise. Our process typically includes: consumer and market data analysis from a wide range of sources; client and close partner collaboration with toy manufacturers, licensors, and retailers; cultural and media monitoring, keeping a close eye on what's resonating in pop culture, entertainment, and digital platforms - especially among children and families; and strategic evaluation, assessing each trend through the lens of brand fit, longevity, and commercial potential.
Ultimately, our goal is to help clients not just follow trends, but lead them by making informed, strategic decisions that drive long-term brand growth.
What is driving consumer interest right now?
In 2025, consumer interest in the toy industry is being shaped by a blend of technological innovation, emotional connection, and social
Any thoughts on trade shows –both attending and exhibiting at – in the next few months, and which ones are they?
Our strong relationships with retail partners are at the very heart of our business – success for them is success for us too. Opportunities to meet with them face-to-face are a fantastic way to get instant feedback and hear first-hand what their challenges are.
Digitalisation has made so many incredible things possible, but inperson events will always have their part. Of course Toy Fair is THE big diary date for the new year, and we’ll also be showing at Spring Fair once again too. Watch this space for others as we plan our 2026!
responsibility. Key drivers include: AI-powered play, sustainability as standard, digital-physical hybrids, adult engagement, and purposedriven play. At Generation Media, we help clients tap into these drivers by aligning their brand and media strategies with what today's consumers truly care about ensuring they stay relevant, resonant, and ahead of the curve.
What's in store in the next six months, and what do you feel will be the highlights, hopes and/or fears for business going forward?
The next six months promise to be a pivotal period for the toy industry, marked by both opportunity and uncertainty. As we move into the second half of the year, there's a sense of cautious optimism. The market is showing signs of steady growth, with consumer interest remaining strong particularly in categories like educational toys, sustainable products, and tech-enhanced play.
At the same time, there are some underlying concerns. Economic pressures continue to influence consumer behaviour, with families becoming more selective about where and how they spend. Retailers, especially independents, are navigating this landscape with creativity and resilience, but supply chain unpredictability remains a challenge that could impact availability during peak trading periods.
Overall, the industry is heading into this period with a strong sense of purpose. At Generation Media, we're focused on helping our clients stay agile and insight-led, so they can not only weather the challenges but also seize the opportunities that lie ahead.
Hashim Yilmaz
Senior NAM (UK and IRE)
How do you as a toy business identify industry trends and decide which ones are worth focusing on?
Our mandate is to get children off screens and back to that obsessive collecting we all experienced in our own childhood “ ”
With almost 30 years of trading history, our product development team has seen trends come and go over the years, but our expertise is in collectability and playsets. However, more recently we have been conducting study groups in the UK and Spain to see what children want from their toys in this digital age. Our mandate is to get them off screens and back to that obsessive collecting we all experienced in our own childhood. So, in a nutshell it’s a combination of experience and research.
What is driving consumer interest right now?
We are seeing a real drive towards value-for-money product that offers unique experiences, and a wow moment. Consumers are not afraid to spend the cash, but they want to be sure that their purchase will have some longevity and great value. We pride ourselves on having that great combination of value, quality, and innovation in everything we do.
What's in store in the next six months, and what do you feel will be the highlights, hopes and/or fears for business going forward?
We will launch season two of Piratix, Shark Treasure. Our hope is that we experience the same momentum and excitement we had in early 2025 for Season One. A real highlight for the range is the Kraken Ship. We have all major retail partners signed up to the product and we are putting a large chunk of marketing budget towards October TV and digital advertising to secure sales in the golden quarter. There will also be a second digital YouTube series to support the toy line. Despite the general challenges that the Autumn/Winter season now presents, we are very optimistic that the brand will perform well. If you don’t already have the Kraken ship on order, you have missed the boat (pun intended!).
If kids are in the mix on your holidays, what toys are they taking this year?
My kids are a little too old for toys these days, and sadly my current battle is to distract them from their phones and mobile games consoles. However, a great trick I have up my sleeve is to take a few of our one-pack collectables with us so that when boredom hits they can open a few packs and enjoy the surprise. It helps that their dad is a big kid and loves the thrill of collecting. Despite my oldest being over the target age for Piratix, he is really into the brand and is constantly asking me what is coming next.
Heading into the second half of the year, how do you feel the festive season will be for retailers big and small?
There is a genuine feeling that this year it's going to be a good one. With so many big things happening at the cinema this summer, leading into Christmas the battle ground will be crowded, but I have confidence in our brands and the mediarich experience we deliver to kids and retailers alike. I just hope that our retail partners see that last year was full of flash-in-thepan, one-hit wonders with no longevity. We, however, deliver a consistent and rich experience that is almost 30 years in the making, and with lots of wow factor coming down the pipeline for 2026. We are going to both media-supported and mediadriven brands to drive interest in product. Our investment has never been as high as it is right now.
Tara Strickland Head of Design
How do you as a toy business identify industry trends and decide which ones are worth focusing on?
Trendspotting is a never-ending, multi-layered process, and we aren’t a solely toy-focused company so it’s a much broader scope for us to consider! We combine traditional market research with a hands-on approach, such as visiting retailers at both independent & national levels regularly to stay connected with what's happening on the ground. We also engage directly with children through small focus groups and informal conversations, which helps us better understand shifting preferences in the industry. Children’s tastes evolve quickly, often influenced by digital culture, so it’s vital for us to be responsive to what’s happening while also staying true to our creative DNA.
“
What is driving consumer interest right now?
Social media and gaming culture continue to have a huge influence! Kids are creating and discovering trends faster than ever through platforms like YouTube, TikTok, and Roblox. The appetite for play experiences that are both entertaining and shareable is also strong. Parents seem to be looking for opportunities to counteract this, through products with more purpose, be it educational, creative, or screen-free.
” Kids are creating and discovering trends faster than ever through platforms like YouTube, TikTok, and Roblox
What's in store in the next six months, and what do you feel will be the highlights, hopes and/or fears for business going forward?
We’re incredibly excited about the months ahead! One of the biggest highlights will be the launch of a new character brand that blends craft and play togetherwatch this space! We’re also expanding the Bangoberry universe, our most recent character brand, with playful developments that may or may not involve digital gaming. It’s a direction we’ve been eager to explore and can’t wait to unveil an immersive way to experience the Bangoberry Island! Additionally, we’ll be growing our Pop & Build range, offering creative, hands-on fun that expands on our awardwinning Pirouette Countdown range and sits beautifully in both the toy and gifting categories.
Going forward, our biggest goal is continuing to grow consumer awareness while expanding our retail footprint, both domestically and internationally. That said, we're very mindful of the ongoing global challenges - economic pressures, shipping disruptions, and trade uncertainties that are impacting everything from production to shelf availability.
If kids are in the mix on your holidays what toys are they taking this year?
My 4-year old loves to select a special doll that’s worthy of taking on the trip with us! Most times, we can’t go anywhere without her cuddly seahorse from the London aquarium. Heading into the second year,
how do you feel the festive season will be for retailers big and small?
The festive season remains a pivotal period on the retail calendar. But this year could be particularly interesting. We’re watching closely how the earlier disruptions to the supply chain, especially delays from China, will play out across retail shelves in the UK, Europe, and the US. For retailers, big and small, preparation and flexibility will be key. That being said, there’s still a strong appetite from consumers for thoughtful, well-designed gifts, especially those that offer something a little different. We're hopeful that a blend of fresh product ranges and early planning will help retailers make the most of the season.
How do you as a toy business identify industry trends and decide which ones are worth focusing on?
We tend to look at a variety of things; licences that are doing well and whether we think that will continue, upcoming film/ TV releases, but also products that are not widely available elsewhere where we can carve out our own niche in the market. What is driving consumer interest right now?
We are doing well with cap and sunglasses sets due to the good weather as well as stationery with back to school coming up – and kidult is a growing area for our business. What's in store in the next six months, and what do you feel will be the highlights, hopes and/or fears for business going forward?
We are launching a range of character licensed smart watches in the second half of the year. We are hoping these will be a big highlight for us not just for Christmas but going forward.
Heading into the second half of the year, how do you feel the festive season will be for retailers big and small?
Despite uncertainty in the market, retailers irrespective of size seem to be positive with how the year is going – we are hoping that customers’ Christmas spending comes earlier this year and is not left to the last minute!
Any thoughts on trade shows – both attending and exhibiting at – in the next few months, and which ones are they?
Our next show will be London Toy Fair in 2026.
If you would like to take part in Trade Talk, we’d love to hear from you. Please email rhys@lemapublishing.co.uk
Darran Garnham Founder & CEO
How do you as a toy business identify industry trends and decide which ones are worth focusing on?
We use a mix of data tools that scrape media platforms for early signals, not just what’s trending now, but what’s likely to pop next. Once the spike is visible to everyone, you're often already too late. We like to get in early, investing time before the wave hits.
But we don’t rely solely on data. Social listening plays a huge role, we watch our own fans closely and engage directly with them across platforms. Their behaviour and feedback help shape everything from character development to product format. It's not just trend-spotting, it's community cocreation.
Of course, speed remains the challenge. Kids consume content daily, but toys often require 12-to18-month lead times. The mismatch between consumption and production windows continues to trip up brands, especially when fastmoving fakes or unprotected IPs fill the gap first.
This month our suppliers talk... about what’s driving consumer interest, their hopes for the second half of the year, the benefits of trade shows and more…
YouTube talent, VTubers, and TikTok-driven aesthetics is real and, having just returned from VidCon, I’m more convinced than ever that this is where the next generation of IP will come from.
What’s in store over the next six months, and what do you see as the highlights, hopes, or fears for business going forward?
The macro environment remains unpredictable; tariffs, politics, and shifting retail strategies all create uncertainty. But for us, the focus is firmly on what we can control.
The momentum behind YouTube talent, VTubers, and TikTok-driven aesthetics is real and, having just returned from VidCon, I’m more convinced than ever that this is where the next generation of IP will come from “ ”
A big highlight is the launch of our new IP, Beep Boop, rolling out globally from September. It’s a kawaii-tech adventure with toys and animation built for this generation of fans, visually led, digitally native, and full of character. We’re also exploring new formats and partnerships to get products to fans faster and in more creative ways.
That’s our job – to cut through the noise, protect the joy.
If kids are in the mix on your holidays, what toys are they taking this year?
obsession in our house. Add in a few YouTuber tie-ins and that’s the mix.
Heading into the second year, how do you feel the festive season will be for retailers big and small?
Retail always comes through. I’ve been in this business over 20 years and the same headlines come back each year – demand is soft, the weather’s off, shipping costs are up. But it always finds a way.
That said, with everything moving later and faster, I’d encourage people to shop earlier this year. The best launches and exclusives don’t sit on shelves for long.
Any thoughts on trade shows — attending, exhibiting, and what’s ahead?
What is driving consumer interest right now?
Labubu is everywhere, in timelines, stores, and countless unofficial forms. It’s a great example of what happens when distinctive design meets fandom. More broadly, we’re seeing a huge surge in interest around brands emerging from social-first creators and online communities. The momentum behind
I tend to trust my own kids more than any official top-10 lists, they’re often more accurate. Right now for the Garnham you’d find Pokémon, Bluey, Minecraft, and something called Italian Brain Rot, which, for the uninitiated, is a fast-moving wave of viral, surrealist YouTube humour from Italy that’s now gripping Gen Alpha. It’s absurd, funny, and has become a cult
Toikido won’t be exhibiting heavily, but we’ll be attending most of the key shows across toys, gaming, TV, and licensing. Personally, I prefer doing something more intentional than racing through 20-minute booth slots. It’s always a bit too transactional. Instead, we’ll be hosting smaller, curated experiences, inviting clients and friends into our world. We’re lucky to have VaynerMedia as an investor, with incredible spaces around the world that we plan to make good use of.
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Soraya’s top tip
“On the show floor, don’t miss the New Business Pavilions full of the newest and most exciting creatives!”
Autumn Fair returns this September, welcoming 12,000 buyers to Birmingham’s NEC to make final Christmas purchases and discover what’s coming down the pipeline
Autumn Fair is just around the corner, one of the last opportunities to see suppliers en masse and make final adjustments to Christmas ranging. Each year the show connects 12,000 buyers - 10,000 of which are independents - with more than 800 brands, and this year is no different.
“Autumn Fair sits at a perfect point in the buying calendar for Q4 preparation and beyond into next year. Retailers can finalise their Christmas ranges as well as other key dates like Valentine’s and Easter, top up on bestsellers, and discover last-minute hero products that will drive sales,” says Autumn Fair event director Soraya Gadelrab.
“It’s a unique opportunity for retailers to see the very latest products, discover fresh brands, and connect directly with suppliers under one roof. The timing, breadth of sectors, diversity of product categories, and the sheer scale of the event make it a vital touchpoint for sourcing and forward planning. It’s also a place to gather market insight, spot trends, and build relationships that can shape the year ahead.”
For toy buyers, there are a host of familiar names showcasing their latest
“Autumn Fair sits at a perfect point in the buying calendar for Q4
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Soraya Gadelrab, event director, Autumn Fair
and greatest, including: Smart Toys and Games, Bigjigs Toys, Thames and Kosmos, Asmodee, Big Potato, University Games and Lagoon, Winning Moves, and more.
Soraya says organisers have taken feedback on board, with a number of improvements and refinements to make attendees’ experience more fulfilling in 2025.
“We’ve made the show easier to navigate with clearer sector zoning and improved floor layouts, helping visitors get to their key categories faster,” she says. “Our newly reimagined feature areas, Retail Corner and Buyers Retreat, are packed with fresh content, practical insights, and real support, all designed to help independent retailers grow, adapt and thrive in a competitive market. Practical, short-form sessions slot easily around buying schedules, ensuring retailers can learn without missing time on the show floor.
“The Retail Corner stage is where the future of retail gets real. This isn’t just another seminar space; it’s where game-changing ideas collide with the minds that make them happen,” Soraya adds. “Cut through the noise with expert masterclasses, cutting-edge trend forecasts from our official trends partner
BDA London and no-filter conversations with industry legends and disruptors. Retail Corner is your front-row seat to the conversations that matter, the strategies that work and the stories that prove anything is possible in retail.”
Alongside toys and associated kids products, Autumn Fair hosts a raft of product sectors, from gifting and greeting cards, to homewares, party and dress up, and seasonal goods. So how can visitors make the best use of their time and ensure they discover that must-have they never knew they were looking for?
“Preparation is key. I always recommend planning your visit using our online exhibitor list and show sectors so you can prioritise your must-see brands,” says Autumn Fair event director Soraya Gadelrab. “Build in time for trend talks and feature areas –these sessions can spark fresh ideas and help you make more informed buying decisions. We’re also running guided trails aimed at new visitors to help them get the best out of their experience.”
What: Autumn Fair
Where: NEC Birmingham
When: September 7-10
Web: www.autumnfair.com
Ever had that sinking feeling when you walk into a store, the sun is cracking the flags and the mercury indicates its 32C+, and there are winter coats as far as the eye can see? Welcome to the world of seasonal merchandising, a place in which no sooner has a ‘drop’ been made than the buying powers that be are looking ahead and hoping that the weather plays enough ball that they’ll clear what’s just been delivered before the next hit comes to the stores.
This may be something of a cliché, but as we approach the ‘Golden Quarter’ the question that many will be pondering, whether it’s toys or party frocks, is when should the next season be in-store and how long should it be there before the knife is stuck in and a ‘mid-season clearance’ gets underway? The answer, as in so many cases, is it depends. It depends on how strong a nerve you have and whether you are prepared to keep selling seasonal items at full price when others are marking them down. It also depends on what sort of an operation you run.
Christmas is the only time of year when shoppers will pay full price… marking down is not a good move “ ”
On the first point, toy retailers are probably required to have much stronger stomachs than other retailers as the run-up to 25 December is when an entire year’s fortunes can be made or lost. Get this one wrong and the bank manager will come knocking in January or February when 60-day payment terms mean that money has exited the account.
It is also fair to comment that shoppers are a pretty savvy lot. Increasingly, there is a trend towards the Christmas rush coming later and later as shoppers play a game of who blinks first as far as the price of an item on the shelf is concerned. For toy-shoppers, leave it until 24 December and a they may risk entering stores with virtually no stock. What there is may be cheaper - but it may not.
So let’s start at the beginning. You’ve made many of your choices about what lies ahead and the branded toy reps have done their job and you have signed the buying orders. Now it’s just a matter of a few weeks before the ‘pre-season’ items (things that may just be bought before matters get serious towards the end of November) arrive and, while consumer digital wallets may be secure inside bags and breast pockets, there will be those who are wandering
around, children in tow, gauging what their loved ones may want come the glorious day.
Your job is to hang tight, sell a few things and hope that the seasonal stampede happens before others give up and put the red pen through the stock that they have. There is also the matter of online. It has to be a given that almost everything that you have in your store will be available via the web. The reassuring thing in all of this is that if a toy is hot, prices will be no lower on a screen than they are in a toyshop. If you’ve judged things correctly, therefore, the web is not quite the fearsome beast that some think it is.
How then to remain sane and is it worth holding back on Christmas ranges in the hope that you’ll be able to hoover up best-sellers just ahead of when there may be a shortage in the stores? This won’t wash. A best-seller, by its very nature, will be in short supply.
Keeping a very small ‘top-up’ budget in reserve does make some kind of sense, but it’s the Snowman on the Christmas cake, rather than the icing - and if it’s not there, the cake will still taste pretty good.
A few words of caution then. Bringing in seasonal stock early always happens, and it will always irritate those looking for something appropriate to the weather or events that lie ahead, in the near future. On the other hand, so much store, as it were, is set by the day when the bearded man heads down the chimney that not giving shoppers time to assess what they want may ultimately be counterproductive.
And on the matter of when to mark down, don’t, or at least not until 26 or 27 December. January, not December, is for tidying up the leftovers, and if you have to hit hard at that point, then take a little think about the profits that have accrued prior to this, all being well.
Christmas is the only time of year when shoppers will pay full price. This being the case, marking down is not a good move. Rely instead on making the best of the shop(s) that you have and making sure that when it comes to making a choice on where to go, that yours is the best there is. All easy to say, of course, but keep calm, shoppers will shop.
John Ryan is Stores Editor at Retail Week. He has worked for the magazine for more than a decade covering store design, visual merchandising and what makes things sell in-store. In a previous life he was a buyer.
Christmasisa gameof chicken between retailerand customer,and requiresa (very)steady nerve,says JohnRyan,as thevital golden quartergets underway
Toys n Playthings are exhibiting in our usual key location – just inside the main entrance – at London Toy Fair in January 2026.
Buyers coming into the show will see us first, ready to pick up our Toy Fair preview issue.
We will be covering all the happening highlights and essentials through our social media channels, including LinkedIn and Instagram, at the show.
Get in contact to talk to us about our range of printed and digital options to ensure the buyers get to see you in our January TnP preview issue as well as at the show itself.
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3. MAXIMUM VALUE – We know your trade budget has to go far. We offer fair rates and good discounts should you book with us whatever your budget is. Editorial
2. ROOM to BREATHE – your brand and position is vital. If your space is low visibility that means less impact for you. We can help with that.
